The Power of Partnership in Tourism featuring the California DMO Alliance
- mgraziano45
- 9 hours ago
- 3 min read
On this episode of Adventures in Business, Amani and Mandi welcome Veronica Rivera, Karen Strgacich, and Suzy Kay — the powerhouse trio behind the California DMO Alliance. Together, they’re rewriting the rules of what it means to compete, connect, and collaborate across California’s travel and meetings landscape.
Formed in the midst of the 2020 pandemic, the Alliance began as a handful of destination marketing professionals simply trying to make sense of new restrictions and support one another through uncertainty. What started as a few Southern California DMOs meeting monthly soon grew into a thriving statewide coalition serving both destinations and customers — and inspiring similar groups across the country.
How the California DMO Alliance Began
Veronica Rivera recalls how it all started: “It was truly organic. We were just trying to figure things out together — reading pages of restrictions and not understanding what they meant.”
From those first calls came a sense of unity that transcended city limits. What began as six DMOs sharing updates has grown into an organization representing dozens of destinations, creating a shared voice for California’s travel and tourism professionals.
By 2021, the Alliance had evolved into a trusted community that not only supported each other but also provided resources for meeting planners, event professionals, and visitors. The monthly virtual gatherings continue today, alongside live events and a signature annual luncheon that brings partners and clients together to connect face-to-face.
Collaboration Over Competition
One of the most striking themes of this episode is how the Alliance prioritizes collaboration over competition.
Instead of guarding business leads or working in silos, members actively share client connections and opportunities across destinations. As Karen Strgacich puts it, “If L.A. isn’t the right fit for your group, maybe San Diego or Santa Rosa is — and we’ll help make that introduction.”
This mindset has not only strengthened relationships between California’s DMOs but also simplified the process for planners looking to host events in the state. The result? A win-win for everyone involved.
Redefining What It Means to Be a DMO
The conversation also demystifies what a Destination Marketing Organization (DMO) actually does — and how the role has evolved beyond the old “CVB” (Convention & Visitors Bureau) label.
Today’s DMOs act as connectors, advocates, and strategists for their cities — supporting everything from tourism and hospitality to sports, events, and economic development. Whether it’s helping a planner find the perfect venue or supporting local businesses that make up the fabric of a community, DMOs play a crucial role in both the visitor experience and the destination’s long-term growth.
Karen explains it best: “We’re not just selling hotels or convention centers. We’re representing a community — its people, its culture, its heartbeat.”
The Spirit of California
Each guest shared what California means to them — and the responses were as diverse as the state itself.
For Karen, it’s all about diversity: “Diversity of people, culture, and climate — that’s what makes California so special.”
Veronica describes it as a vibe of collaboration, something she’s felt both in Southern and Northern California. And Suzy, who grew up in Nashville, sums it up beautifully: “In California, the mentality is that you can do anything you want to do. Nothing holds you back.”
Together, their words paint a portrait of a state that celebrates individuality and unity all at once — exactly what the Alliance represents.
What’s Next for the California DMO Alliance
As the conversation wraps up, the founders look ahead to what’s next — continuing to build bridges, host educational events, and mentor the next generation of hospitality leaders.
They’re also passionate about helping meeting planners navigate the state with ease, offering a one-stop resource for connections, insights, and collaboration opportunities across California.
From bustling cities like L.A. and San Diego to charming destinations like Walnut Creek and Santa Rosa, the Alliance brings the best of California together under one umbrella — proving that when you work together, everyone wins.
Episode Links + Resources
Thank you to the California DMO Alliance for sponsoring this episode