Daryl Whitworth
VP, Destination Strategy,
Team Jackalope
Team Jackalope
i started in agri-tourism at age 7 on my family’s peach farm!
Strategic Planning
We may not have maps and compasses, but we sure know how to navigate the strategic world of destination marketing
Think of us as your adventure guides, expertly charting the course of tourism marketing strategies for destination marketers.
Every destination has its own unique charm that deserves to shine. Whether you’re gearing up for a big campaign, prepping for a conference, or mapping out the next few fiscal years, we’ve got the know-how to make your destination stand out. We’ll work with you to map out metrics and key business objectives (KBOs) to efficiently and clearly measure how your marketing is performing as we go.
And here’s the best part: we don’t just focus on attracting any audience. We aim to connect your destination with travelers whose interests and values align with your community spirit. So let’s roll up our sleeves, set our sights on the horizon, and start creating unforgettable journeys together.
Shift is Madden’s strategic workshop sprint designed to help communities reset, refocus, and realign. Through guided sessions and collaborative planning, we help teams get clear on what matters most—and how to move forward with momentum.
Client HIGHLIGHTS
VISIT PORT ARANSAS
Madden leveraged destination intelligence to determine highest value origin markets.
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VISIT TAMPA BAY
Madden integrated Visit Tampa Bay’s brand pillars into strategic creative assets that resonate with target audience.
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VISIT IDAHO
We developed a brand campaign with flexibility to extend across different travel intents.
Read Morefaqs
What is strategic planning, and why is it essential for our destination?
Think of strategic planning as the GPS for your destination. Without it, you’re driving blind! It’s all about setting a clear route so you don’t end up lost in the wilderness. It helps you see the big picture and stay on course for long-term success.
How do we identify and prioritize our destination’s unique selling points (USPs)?
Every destination has that “it factor” that makes it special. Whether it’s your local culture, natural beauty, or hidden gems, we’ll help you uncover what makes your spot irresistible. Then, we’ll make sure those USPs take center stage, so travelers know exactly why they need to visit you.
How do we measure the success of strategic planning?
Success isn’t just about good vibes; you’ve got to have the receipts! We’ll set up some easy-to-track goals, so you know exactly when to pop the champagne. Whether it’s visitor numbers or social media buzz, we’ll make sure you’re celebrating real wins that drive community impact.
How can we align our strategic plan with broader economic and tourism trends?
The tourism world is always changing. We’ll help you ride the waves of global and regional trends so you stay relevant and ahead of the game. Think of it as catching the perfect wave—totally exhilarating and exactly where you want to be.
How do we balance short-term goals with long-term vision in our strategic plan?
Juggling short-term wins with long-term dreams? Oh, we’ve totally got you covered! Think of it like preparing for a road trip—you need those quick snacks to fuel the ride and that gourmet picnic to savor at the end. We work with you to map out your key business objectives (KBOs), pinpointing the milestones you can celebrate today while making sure we’re steering toward your ultimate destination of marketing success. And because every great journey needs a dashboard, we strategize to identify key metrics to track along the way. Whether it’s monthly performance boosts or big-picture success, you’ll always know how far you’ve come and what’s up ahead.
Our strategic leaders
Jake Sillavan
VP, Destination Strategy,
Team Yeti
Team Yeti
i’m an eternal optimist who drinks well with others and loves watching baseball.
Addy Coleman
VP, Destination Strategy,
Team Goat
Team Goat
life’s good when you get to work with the best people everyday!
Jen Carlisle
VP, Destination Strategy,
Team Honey Badger
Team Honey Badger
i’m living life with coffee in one hand and curiosity in the other: two essentials.
Matt Stiker
SVP, Brand Strategy,
Team Dragon
Team Dragon
show me things i haven’t seen before and i’ll be in my happy place.
