Aqua Talks

Larry Aldrich and Mady Dudley
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  • Marketing
  • Every two weeks

Welcome to Aqua Talks, the podcast where marketing meets bold, game-changing ideas. From state and federal government campaigns to industries spanning the private sector, we delve into the art and science of cutting through the noise, capturing attention, and building meaningful, profitable connections. Join visionary host Larry Aldrich, with decades of expertise in multi-industry marketing, and Mady Dudley, a PR professional renowned for crafting engaging, results-driven campaigns. Together, they deliver insights that inspire and strategies that transform. Brought to you by BrennSys Technology LLC, a Service-Disabled Veteran-Owned Small Business, Aqua Talks is your gateway to the vibrant intersection of inspiration and marketing innovation. From designing campaigns that spark adventure to providing strategic solutions for public sector clients, Aqua Talks effectively bridges the gap between storytelling brilliance and mission-critical objectives. Whether you’re drawn to the allure of destination marketing or curious about how federal government design projects come to fruition, every episode serves as your backstage pass to uncover key industry trends and actionable insights. From unraveling AI’s role in fostering engagement and growth to understanding the complexities of collaborating with government versus private sector clients, Aqua Talks provides sharp analysis and practical takeaways. Curious about vacation rental trends or the next big thing in eco-tourism? We’ve got you covered. Want to discover the secret to making meaningful connections with disabled veterans? Tune in for answers. Aqua Talks will also explore how to target diverse audiences, ensuring your media strategies resonate with everyone and amplify your visibility. Whether you’re a destination marketer, government contractor, or simply passionate about the transformative power of marketing, Aqua Talks offers engaging discussions designed to inspire and inform. Welcome to the intersection of robust solutions and marketing innovation in a digital-first world. Meet Larry Aldrich, the insightful and engaging host of Aqua Talks. With decades of experience spanning both public and private sectors, Larry brings a wealth of knowledge, sharp wit, and curiosity to every episode. His career began in the U.S. Air Force, where his discipline and innovative thinking took flight. As the CEO and founder of BrennSys Technology LLC, Larry transformed his expertise into a Service-Disabled Veteran-Owned Small Business specializing in cutting-edge marketing communications for Federal and State clients. In 2024, he took a bold step forward, acquiring Aqua Marketing & Communications and merging the firms into a powerhouse of destination marketing and public sector solutions. Expect lively conversations, sharp insights, and plenty of actionable takeaways as Larry guides listeners through the art and science of marketing innovation. Meet Mady Dudley, an accomplished public relations expert with a talent for developing strategic PR and integrated communications campaigns that elevate brand awareness and generate buzz. With a foundation in journalism, Mady brings valuable newsroom insight to every pitch, press release, and PR strategy she creates. Throughout her career, Mady has held key roles, including PR Account Supervisor at Codeword and Public Relations Account Executive at Paradise Advertising & Marketing. Her diverse client portfolio ranges from industry giants like Google to innovative startups, as well as renowned destination marketing organizations and travel and hospitality leaders. To keep up with what Mady is up to, follow her on Instagram @MadytheExplorer or connect with her on LinkedIn here.

  1. 12 hr ago

    Ep 53 - It's All Connection

    Recorded live at VETS 26 in New Orleans, this episode features Tiphanie Forst, Founder & CEO of Frigata Health Strategies and a Principal at Deep Water Point. With 24 years across clinical, pharmaceutical, and healthcare IT — the past 20 focused on Military Health System modernization for the DoD and VA — Tiphanie has built a career on growth strategy, business development, and capture, helping drive multi-hundred-million- to multi-billion-dollar wins. At Frigata, she provides business development, sales capture, and proposal support, acting as the connector and "face of the company" for clients who can't be everywhere themselves: linking small and service-disabled-veteran-owned businesses to the government leaders, contracts, and teaming partners they need to win, and helping large primes get strategic by teaming smart rather than muscling in alone (she describes structuring a joint venture that landed a client among six awardees on a DHA contract). The through-line is connection across worlds that don't obviously overlap — veterans, professional athletes, investors, and health tech. The daughter of a retired Air Force lieutenant colonel, Tiphanie is deeply committed to the veteran and military-health space, and she draws a striking parallel between retiring athletes and transitioning veterans: both face a loss of identity and a need for new resources and support, especially around mental health. She's channeling that vision into a new venture, IconIQ, organized around growth, access, innovation, nexus, and a lifestyle/brand "studio" component — fitting for someone who's also a professional artist creating bold acrylic work under TWA – Art by Tiphanie Forst. It's a fast, energetic conversation about relationships as the real currency of federal business development. In This Episode: 00:06 - Introduction to Aqua Talks03:45 - Connecting Veterans with Business Opportunities07:05 - Connecting Veterans to Opportunities in Business09:49 - Connecting Small Businesses and Veterans in Federal Procurement10:28 - Connecting Athletes and Media Innovation Key Takeaways: Two decades in military health modernization. Tiphanie brings 24 years across clinical, pharmaceutical, and healthcare IT — 20 of them on Military Health System modernization for the DoD and VA — behind multi-hundred-million- to multi-billion-dollar wins.Business development and capture, done through relationships. Frigata Health Strategies offers business development, sales capture, and proposal support, with Tiphanie serving as the "face" for clients at conferences and in the community — valuable for firms without in-house BD resources.Strategic teaming beats brute force. She structured a joint venture that positioned a lesser-known large business as a prime and landed it among six awardees on a DHA geographic-service-provider contract — sometimes the smart play is teaming with a strategic small business.Helping small and SDVOSB firms break in. From SAM registration to GSA schedules to knowing which contracts and people to target, she helps businesses new to federal procurement find direction and get onto winning teams.The athlete–veteran parallel. Tiphanie connects professional athletes and transitioning veterans around a shared loss of identity and mental-health challenges — and channels athletes into federal/tech ventures and philanthropic efforts.Deep health-IT roots. Her background includes EHR modernization work with firms like Leidos and Cerner (acquired by Oracle), including efforts toward a single longitudinal health record spanning the DHA and VA — "birth to grave."A new venture, IconIQ. Her evolving brand organizes her work around growth, access, innovation, nexus, and a lifestyle/brand "studio" — "iconic connections for intelligent outcomes."It's all connection. Her recurring theme: missions, investors, athletes, and veterans "all tie together," and relationships are what actually move federal deals forward.

    Ep 53 - It's All Connection

  2. 11 Aug

    Ep 52 - The Case for Meaningful Travel

    Kylie Diaz, VP of Community Engagement at Visit St. Pete Clearwater, brings a refreshingly mission-driven perspective to this Destination Florida conversation. She oversees the DMO's capital funding program, its chambers, and a partner base of roughly 4,000 — and she makes a compelling case for how tourism quietly powers a community. Pinellas County collects north of $90 million in bed tax annually (paid by visitors, not residents), and Kylie is the person who helps reinvest it: about $26 million last year alone into museums, attractions, sports arenas, and beach parks, plus a $100 million commitment to beach renourishment after the 2024 storms — literally putting sand back on the beaches. The through-line of the episode is "meaningful travel." Kylie's passion traces back to a formative post-9/11 trip to Malaysia and Borneo, where she witnessed both transformative travel and mass deforestation, and learned how a destination responds in a crisis. That ethos now shapes her work — from a new partnership with Tourism Cares to connect visitors with a destination's people, culture, and environment, to six mission-driven years at the Clearwater Marine Aquarium, where tourism was "the engine that fueled the conservation work." She closes on the theme she says she'll be telling stories about for the rest of her life: the power of partnerships. It's a warm, values-forward look at hospitality as a genuine career and tourism as a force for community good. In This Episode: 00:06 - Introduction to Aqua Talks02:43 - Meaningful Travel Efforts at Visit St. Pete Clearwater06:07 - The Impact of Tourism on Conservation11:19 - Exploring Opportunities in Hospitality13:52 - The Power of Partnerships Key Takeaways: Tourism funds the community. Pinellas County's $90M+ annual bed tax — paid by visitors, not residents — gets reinvested into museums, attractions, arenas, and beach parks, with roughly $26M distributed last year through the capital funding program Kylie oversees.$100 million for beach renourishment. After the 2024 storms, the destination committed $100M to literally put sand back on its beaches — a striking example of visitor dollars protecting the core asset."Meaningful travel" is the trend she's betting on. Through a partnership with Tourism Cares, Visit St. Pete Clearwater is helping travelers connect more deeply with a destination's people, culture, history, and environment — experiences you take home and remember.Mission-driven marketing, learned firsthand. At the Clearwater Marine Aquarium (rescue, rehab, release), Kylie saw tourism as the engine funding conservation — marketing rooted in authenticity and emotional connection, not just visitation.A formative crucible: Malaysia and Borneo. A post-9/11 trip filming a travel show taught her transformative travel, environmental stewardship (amid mass deforestation), and crisis response for a destination — lessons that still drive her.Hospitality is an underrated career. Kylie and the DMO curated a college course with St. Pete College to show students that hospitality means marketing, film, aquariums, and more — not just front desks and restaurants.The common thread: the power of partnerships. Her most creative projects came from matching one partner's need with another's resource — the metric she ultimately measures success by (partner happiness + return visitation).The destination is bigger than its headliners. Beyond St. Pete and Clearwater, gems like Dunedin, Safety Harbor, Tarpon Springs, and Gulfport make Pinellas a place you could explore for weeks.

    Ep 52 - The Case for Meaningful Travel

  3. 28 Jul

    Ep 51: Three Destinations, One Paradise Coast

    Sandra Rios, PR and marketing manager for the Naples, Marco Island & Everglades CVB — a.k.a. Florida's Paradise Coast — brings 25 years of hospitality experience (casinos, the Opal Collection, opening the Hard Rock guitar hotel) to a wide-ranging tour of Collier County's three very different personalities. Naples is "unapologetically luxury": quiet wealth, owner-owned boutiques on Fifth Avenue, global cuisine, and a wave of new high-end product like the Four Seasons Naples Beach Club, a JW, the boutique Carnelian, and Florida's first Great Wolf Lodge. Twenty minutes south, Marco Island trades five-star for "beach chic" and laid-back tiki vibes, and Everglades City — population ~350 — is the authentic, stone-crabbing gateway to a UNESCO World Heritage national park. Sandra also gets into the business side: sports tourism as a major economic driver (the Paradise Coast Sports Complex, FC Naples pro soccer, 64 pickleball courts and the US Open, plus three PGA/LPGA events), the destination's hurricane resilience and the CVB's role housing first responders, and a strategic pivot toward the drive market and domestic travelers amid economic uncertainty — including piggybacking on FIFA crowds in Miami. It's a polished, energetic look at a destination working hard to show it's more diverse than its luxury reputation suggests. In This Episode: 00:06 - Introduction to Aqua Talks05:50 - Exploring Marco Island and Everglades City11:19 - Resilience in the Face of Hurricanes15:30 - The Rise of Sports Tourism in Naples21:01 - Dog-Friendly Destinations in Florida24:34 - Communicating the Drive: From Naples to Miami Key Takeaways Three destinations, three vibes. Naples (serene, five-star luxury), Marco Island ("beach chic," laid-back, JW Marriott with fire dancers on the beach), and Everglades City (authentic, eco-adventure, stone crab) — all in one CVB, which shapes how they market."Unapologetically luxury" — but not flashy. Naples leans into quiet wealth: owner-owned boutiques and restaurants on Fifth Avenue, nothing cookie-cutter, plus a surge of new hotels (Four Seasons Naples Beach Club, JW, the boutique Carnelian with its private Sterlings club, AC Hotel).Family gap, filled. Great Wolf Lodge — the first in Florida — added family-friendly product to a market that skews high-end.Gateway to a national treasure. Everglades City is the front door to Everglades National Park, one of only 25 UNESCO World Heritage sites in North America, with 350+ bird species — a huge draw for European birding visitors and the new Marjory Stoneman Douglas Visitor Center.Sports tourism is a major economic engine. The Paradise Coast Sports Complex (now heading into phase three), pro soccer club FC Naples, 64 pickleball courts and the US Open (50 states, 53 countries, 55,000+ attendees), plus three PGA/LPGA tournaments and 90+ golf courses.Pivoting to the drive market. Amid geopolitical and economic uncertainty, marketing is shifting from summer international travel to domestic and in-state visitors — including targeting FIFA crowds in Miami with "it's an easy hour-and-a-half drive" messaging.Closer than it looks. Naples to Miami/Fort Lauderdale is a straight, easy 90-minute shot — a fact most visitors don't realize.September "Sizzle" dining supports a cause. During the slowest month, restaurants offer specially priced menus, with proceeds benefiting Blessings in a Backpack, which feeds local kids on weekends — now grown from one week to a full month.Pet-friendly angle. Keewaydin Island (boat-access only) is a dog-friendly beach, with a monthly "Bark Ark" boat — a nice hook for the growing pet-travel audience.

    Ep 51: Three Destinations, One Paradise Coast

  4. 21 Jul

    Ep 50: Exploring the Manatee Capital: A Deep Dive into Crystal River

    Crystal River bills itself as the copyright Manatee Capital of the World, and marketing & content manager Nick Popham makes a strong case for why. A former TV reporter turned DMO storyteller, Nick walks host Larry Aldrich through what makes this stretch of Florida's Nature Coast a genuine hidden gem: 72-degree spring water year-round, thousands of manatees huddling into Kings Bay every winter, and the fact that Crystal River is the only place in the U.S. where you can legally swim with them. It's an old-Florida, untouched kind of place — no Cinderella Castle, no South Beach, just crystal-clear springs, cave channels, biking trails, small-town Elvis lore, and scallop season treasure hunts. Beyond the wildlife, the conversation digs into how a small team (recently expanded to a mighty eight) punches above its weight — from D.C. legislators to influencer trips to Germany — and how the new Eco Compliant Partnership is reframing manatee tourism around conservation and education rather than the theme-park approach. It's a fun, energetic look at how a county of 170,000 puts itself on the global map. In This Episode: 00:06 - Introduction to Aqua Talks05:15 - Exploring the Wonders of Crystal River07:38 - Exploring Eco Tourism and Manatee Conservation18:33 - Exploring the Wonders of Crystal River22:52 - The Transition to Scallop Season Key Takeaways: The only place in the U.S. to swim with manatees. Crystal River (and neighboring Homosassa) is it — a genuine differentiator no other Florida destination can claim, anchored by spring water that stays 72°F all year."We love it when it's cold." When temperatures drop, thousands of manatees flood the warm springs — as many as 1,500 packed into a single spring, which drives some of the DMO's most viral content.Eco Compliant Partnership reframes the experience. Terry's initiative certifies tour operators doing things the right way — boats anchored away from manatees, power-pole anchors that protect seagrass, and a Fish & Wildlife education video before every swim. Conservation as the selling point, not an afterthought."Edutainment" is the bread and butter. Every eco-compliant swim tour includes an educational component, so visitors leave having had fun and learned — a positioning that neutralizes the negative connotations some attach to manatee tourism.It's more than manatees. The Withlacoochee State Trail, Inverness (ranked a top small town in the South, with Elvis-filmed courthouse lore), crystal-clear springs like Three Sisters, cave-channel kayaking, Gulf fishing, and the Ellie Schiller Homosassa Springs Wildlife State Park underwater observatory round out the destination.Closer than you think. Crystal River is ~60 miles / one hour straight up from Tampa International — a shorter drive than Tampa to Orlando.Two seasons, two hooks. Manatee season runs Nov 15–Mar 31 (though 50–100 manatees stay year-round), and scallop season — a catch-and-cook "treasure hunt" in the Gulf — runs July through September.Small team, big reach. A staff of eight is putting a 170,000-person county in front of audiences in Germany, Texas, NYC, and D.C.

    Ep 50: Exploring the Manatee Capital: A Deep Dive into Crystal River

  5. 14 Jul

    Ep 49: From Navy Firefighter to Cybersecurity Founder

    Recorded live at VETS 26 in New Orleans, this episode features Cordell Rolle, founder of Rolle IT, a cybersecurity firm about seven years in that works primarily with the federal government and VA, plus B2B clients navigating the new CMMC regulations. Cordell's origin story is the heart of the conversation: a Navy firefighter (damage controlman) who taught himself to install a shipboard software system, got hired by the vendor two weeks before separating, and spent five years traveling ship to ship across Korea, Japan, and the Middle East doing installs. Later, stuck without a promotion at an insurance job, a friend's nudge pushed him to launch his own company — and he built early trust by doing free IT work for nonprofits, which quietly connected him to boards full of community executives who became his first paying customers. The back half digs into the business itself: Rolle IT grew to 35 people before DOGE-related federal cuts forced a hard lesson in resilience, and Cordell has since shifted his thinking from headcount to output-per-person, with AI integrated in-house rather than sold as a buzzword. He's carved out a niche most firms overlook — airport cybersecurity and IT operations, where the compliance web (TSA, border patrol, airlines, ground crews, dozens of vendors on-site daily) is relentless. It's an energetic, candid conversation about entrepreneurship, veteran grit, and finding underserved markets, capped by a natural fit with Aqua's own airport work and the Xeniq platform. In This Episode 00:06 - Introduction to Aqua Talks02:50 - Transitioning Careers: From Insurance to Startups06:09 - Entering the World of Airport Marketing08:24 - Transitioning from Military to Tech: A Personal Journey11:00 - The Evolution of Company Growth12:40 - Introduction of Zinique: A New Solution in Cyber Security Key TakeawaysFrom Navy firefighter to tech founder. Cordell was a damage controlman (E5, DC2) who taught himself to install a shipboard equipment-tracking system; the vendor hired him on the spot and he spent five years doing installs on ships worldwide."Promote yourself." After being told by a boss that his future wasn't her concern, a friend's nudge pushed him to start Rolle IT — a resilience-over-money mindset that runs through the whole story.Free work for nonprofits was the growth engine. Doing pro-bono IT for women's and children's shelters built trust and put him in front of nonprofit boards stacked with community executives — who became his first paying clients.CMMC is a growth driver. Helping defense-industrial-base companies meet the new Cybersecurity Maturity Model Certification requirements has been a major part of the business.DOGE was a gut check. The company hit 35 people before federal cuts forced layoffs — reinforcing his belief that resilience and doing good work matter more than headcount.Airport cybersecurity is an underserved niche. Rolle IT handles IT operations, access control, badging, training systems, and vendor management for airports — a world of relentless compliance (TSA, border patrol, airlines, 50–60 vendors on-site daily) that most firms overlook.Output over FTEs. Cordell's vision has shifted from measuring success by staff count to maximizing output with better people and in-house AI — "not bolted on, integrated from the jump."They're really a tech company. Despite the "cybersecurity" label, Rolle IT writes its own software — a parallel Cordell draws to Aqua and Brennsys being "really tech companies" behind the marketing. About Our Guest: About the guest:Cordell Rolle is the CEO of Rolle IT, a Space Coast cybersecurity and technology firm he co-founded in 2019. A 4 Under 40 winner, U.S. Navy veteran, and UCF graduate, he leads a team serving the VA, federal agencies, and defense contractors — with a niche in airport cybersecurity. A Certified Scrum Master and experienced configuration manager, his expertise spans government contracting, team building, and community advocacy through CareerSource and Junior Achievement. "If your actions inspire people to dream more, learn more, do more, and become more, you are a leader." — John Quincy Adams

    Ep 49: From Navy Firefighter to Cybersecurity Founder

  6. 23 Jun

    Ep 48: The Tools Changed, the Relationships Didn't

    Larry talks with Daniel Cohanpour, CEO of Trove Tourism Development Advisors, a New York agency that works exclusively with tourism boards and DMOs across marketing, research, and destination development. Daniel's core message: the industry has changed more in the last six months than ever, and the destinations winning right now are the ones treating traveler research as a living feed rather than an annual report. He makes the case for getting to the root of what travelers actually think and feel — by intent, sentiment, and browsing behavior — and turning that intelligence into segments a destination didn't even know it had. Then come the receipts. A Jamaica campaign built around community-based tourism that brought roughly 120 locally owned businesses online and kept tourist dollars in-country; a Japan strategy that turned a sentiment study into luxury, wellness, and agritourism plays well beyond the Tokyo-Osaka-Kyoto golden route; and a long-game bet on an understated UAE destination before its first casino ever broke ground. Running through all of it is one stubborn truth Daniel keeps circling back to: AI can target and create at a level we've never seen, but it still can't replicate the relationships — with media, trade, and local partners — that actually move a destination forward. In This Episode: 00:06 - Introduction to Aqua Talks01:50 - Navigating Changes in Tourism Marketing10:06 - Understanding Traveler Behavior in Changing Markets15:49 - Understanding Destination Marketing and Relationships19:56 - Exploring New Tools in Tourism Key Takeaways: The industry just shifted fast: More change in six months than ever, mostly driven by AI for targeting, sentiment, and creative — in an industry historically slow to adopt.Research as a live feed, not an annual report: Traveler behavior moves too quickly for yearly studies, so Trove runs monthly and quarterly surveys to stay current.Diversify by uncovering hidden segments: A Japan sentiment study surfaced luxury, wellness, and agritourism opportunities beyond the golden route.Community-based tourism in Jamaica: ~120 locally owned businesses brought online and 700+ videos, keeping dollars local under the "Yad Love" campaign.Booking windows are getting longer: People research for weeks now — target the whole journey, not just the moment of booking.Distance doesn't matter, relationships do: New York to Malaysia works fine; what clients are really buying is trust and in-market connections AI can't replicate.Small and understated destinations welcome: Much of the work is ad hoc rather than retainer — Daniel loves long-game rebrands like pre-casino Ras Al Khaimah. About our guest: Danny Cohanpour (LinkedIn) CEO/Founder, Trove Tourism Development Advisors Danny is a tourism development and marketing specialist with deep experience across government agencies and industry associations. He sets the vision and mission behind Trove, partnering with the team and a wide network of collaborators day in and day out to help destinations stand out. A regular voice on the conference circuit, Danny has spoken at the eTourism Summit, World Travel Market, Arabian Travel Market, SPTE, Caribbean Week, and many others.

    Ep 48: The Tools Changed, the Relationships Didn't

  7. 16 Jun

    Ep 47: Office of Two, Audience of Thousands

    Larry sits down with Brittany Kenner, marketing director for Murray, Kentucky — the self-proclaimed friendliest small town in America, home to Murray State University and a tourism office of exactly two people running the whole show. Brittany's through-line is that a small budget and a small team aren't a handicap so much as a forcing function: when you can't buy your way into attention, you get very good at earning it. Her headline take is that social engagement isn't dying, it's relocating. The public likes and comments are down, but the real conversations have quietly slipped into DMs and shares — and chasing vanity metrics means missing where the actual interest now lives. From there it's a clinic in scrappy, place-led marketing: treating Instagram and TikTok like the search engines they've quietly become, putting paid dollars where they actually convert (Spotify and Facebook, not TikTok), and being your own influencer when you can't afford to rent one. Brittany also digs into building a destination brand from the ground up with no marquee attraction to lean on, the genuine synergy she's built with the university, and a charmingly low-tech visitor-guide campaign she hand-addressed herself — Hallmark-movie energy with a real marketing brain behind it. In this episode: 00:06 - Introduction to Aqua Talks03:22 - Transitioning to Trends in Community Marketing08:07 - The Charm of Small Town Connections13:23 - Building a Tourism Strategy16:42 - Partnerships in Tourism and Community Engagement18:24 - Exploring Visitor Engagement Strategies Key Takeaways: Engagement didn't die, it moved to the DMs: Public likes and comments are down, but conversations shifted to DMs and shares — so Brittany leans into shareable content and an Instagram broadcast channel.Social is the new search engine: People use TikTok and Instagram to plan trips now, not just scroll.Spend where it converts: Small paid budget goes to Spotify and Facebook, not TikTok.Be your own influencer: Brittany and her intern became the faces of the town — cheaper than paid influencers and a local-goodwill bonus.Building a brand with no marquee attraction: No festival fanbase or big-city draw to coast on — the work is finding people who genuinely love the place.The university is the ultimate partner: A board seat, joint rankings wins, and real content give-and-take.Find partners who get small-market tourism: Most agency pitches assume an attraction and audience that tiny towns don't have.Case study — the hand-addressed visitor guide: A simple social + Spotify push, guides addressed by hand, riding the Kindness Matters murals' Good Housekeeping feature. About Our Guest: Brittany Kenner (Murray CVB site) Director of Marketing & Communications Brittany moved to Murray in 2020 and went on to earn a Bachelor of Science in Public Relations from Murray State University. She brings a fresh, energetic perspective to her role as Director of Marketing with the CVB. Her time as an Account Manager at Bauer Entertainment Marketing gave her a solid grounding in brand strategy, the hospitality world, and content creation — all of it central to putting the MKY on the map. Outside of work, you'll find Brittany spending time with her family or out enjoying a good music festival.

    Ep 47: Office of Two, Audience of Thousands

  8. 9 Jun

    Ep 46: Traveling with the VIP (Very Important Pet)

    Recorded live from the Etourism Conference in Louisville, this one's a fun reminder that the biggest travel trend of 2026 might be walking around on four legs. Coryn Briggs, Senior Director of Marketing at Traverse City Tourism, breaks down TripAdvisor's "VIP Travel" trend — which turns out to mean Very Important Pets, not very important people — and explains why dog and cat owners are increasingly building entire vacations around their animals. From there, Coryn gets into the stuff every DMO marketer is wrestling with: the agritourism boom (a natural fit for the self-proclaimed Cherry Capital of the World, with 50+ wineries to match), the real AI challenge of picking the right tools instead of just chasing every shiny new one, and the perennial grind of filling shoulder seasons in a four-distinct-seasons destination. She closes on Traverse City's north star — core memories — and the multigenerational families who keep coming back because of them. In This Episode: 00:06 - Introduction to Aqua Talks01:15 - Introduction to Aqua Talks and Corinne Briggs03:40 - Trends in Travel: The Rise of Pet-Friendly Vacations04:48 - Emerging Trends in Travel and Agritourism07:42 - Emerging Trends in Tourism08:38 - Promoting Traverse City Tourism Key Takeaways: VIP = Very Important Pets. TripAdvisor's 2026 trend report flagged pet-centered travel as a fast-riser — strong with dog owners, now expanding to cat owners planning trips around their animals.Agritourism is having a moment, and it's on-brand for working farm destinations. Skillcations, farm stands, U-pick orchards — Coryn sees real runway here, especially tied to America's 250th and the Americana nostalgia angle.The AI challenge isn't keeping up — it's choosing. Just because a tool exists doesn't mean it fits your org. The work is evaluating which tools actually serve your team's efficiency or your consumer messaging.Shoulder seasons are the year-round battle. Summer (June–mid-September) and fall color carry the calendar; the November–mid-May stretch takes deliberate initiatives to drive visitation.Lead with core memories. Traverse City's positioning centers on multigenerational return visits — kids who vacationed there now bringing their own families back.2026 anniversaries are marketing gold. The National Cherry Festival hits its 100th year, dovetailing nicely with the country's 250th.

    Ep 46: Traveling with the VIP (Very Important Pet)
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About

Welcome to Aqua Talks, the podcast where marketing meets bold, game-changing ideas. From state and federal government campaigns to industries spanning the private sector, we delve into the art and science of cutting through the noise, capturing attention, and building meaningful, profitable connections. Join visionary host Larry Aldrich, with decades of expertise in multi-industry marketing, and Mady Dudley, a PR professional renowned for crafting engaging, results-driven campaigns. Together, they deliver insights that inspire and strategies that transform. Brought to you by BrennSys Technology LLC, a Service-Disabled Veteran-Owned Small Business, Aqua Talks is your gateway to the vibrant intersection of inspiration and marketing innovation. From designing campaigns that spark adventure to providing strategic solutions for public sector clients, Aqua Talks effectively bridges the gap between storytelling brilliance and mission-critical objectives. Whether you’re drawn to the allure of destination marketing or curious about how federal government design projects come to fruition, every episode serves as your backstage pass to uncover key industry trends and actionable insights. From unraveling AI’s role in fostering engagement and growth to understanding the complexities of collaborating with government versus private sector clients, Aqua Talks provides sharp analysis and practical takeaways. Curious about vacation rental trends or the next big thing in eco-tourism? We’ve got you covered. Want to discover the secret to making meaningful connections with disabled veterans? Tune in for answers. Aqua Talks will also explore how to target diverse audiences, ensuring your media strategies resonate with everyone and amplify your visibility. Whether you’re a destination marketer, government contractor, or simply passionate about the transformative power of marketing, Aqua Talks offers engaging discussions designed to inspire and inform. Welcome to the intersection of robust solutions and marketing innovation in a digital-first world. Meet Larry Aldrich, the insightful and engaging host of Aqua Talks. With decades of experience spanning both public and private sectors, Larry brings a wealth of knowledge, sharp wit, and curiosity to every episode. His career began in the U.S. Air Force, where his discipline and innovative thinking took flight. As the CEO and founder of BrennSys Technology LLC, Larry transformed his expertise into a Service-Disabled Veteran-Owned Small Business specializing in cutting-edge marketing communications for Federal and State clients. In 2024, he took a bold step forward, acquiring Aqua Marketing & Communications and merging the firms into a powerhouse of destination marketing and public sector solutions. Expect lively conversations, sharp insights, and plenty of actionable takeaways as Larry guides listeners through the art and science of marketing innovation. Meet Mady Dudley, an accomplished public relations expert with a talent for developing strategic PR and integrated communications campaigns that elevate brand awareness and generate buzz. With a foundation in journalism, Mady brings valuable newsroom insight to every pitch, press release, and PR strategy she creates. Throughout her career, Mady has held key roles, including PR Account Supervisor at Codeword and Public Relations Account Executive at Paradise Advertising & Marketing. Her diverse client portfolio ranges from industry giants like Google to innovative startups, as well as renowned destination marketing organizations and travel and hospitality leaders. To keep up with what Mady is up to, follow her on Instagram @MadytheExplorer or connect with her on LinkedIn here.

Information

  • Creator
    Larry Aldrich and Mady Dudley
  • Years Active
    2025 - 2026
  • Episodes
    54
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Larry Aldrich and Mady Dudley
  • Show Website
    Aqua Talks