Dunn, a former senior vice president with ADARA, and Jay Kinghorn, a former
marketing executive for the Utah Office of Tourism, launched Entrada Insights
in June 2019. The startup is focused on providing a solution the two of them
saw firsthand in their prior roles: destination marketing and management organizations
struggling with too much data, housed in disparate dashboards, and an inadequate understanding
of how to act on it.
bring all the data resources of a DMO into one spot ... and we also work with the
DMO to set up alerts so if data is going up or down in any kind of significant
way, it will alert them. We don’t want them spending a lot of time looking at
our platform ... we want the platform to actually be looking out for them,” Dunn
one year old and with seed money from a round in February, this was to be the
summer for Entrada Insights to accelerate growth by signing new clients to its
Destination Intelligence Platform through meetings at industry trade shows.
Subscribe to our newsletter below
“Typically the summer
is a very busy trade show season for people in the DMO business. We are at
trade shows every other week and that’s where we do a large bulk of our business,”
single one of them at this point has been cancelled. So that was quite
perplexing and unsettling, as a guy who’s been doing this for 20 years.”
began brainstorming with Dave Bahlman, also a former ADARA executive, who
joined the startup June 1. The two had talked of someday doing a cross-country
road trip, and this seemed like the perfect opportunity.
On Wednesday, Dunn and Bahlman will hit the road in an RV,
starting in San Francisco and ending 16 days later in Maryland, with 42
meetings scheduled with DMO executives along the 4,500-mile stretch.
take the trade show to them,” Dunn says.
knew potentially a lot of people wouldn’t be back in their offices yet, so we
decided to get an RV, and we will put out the awning and literally set up a
trade show booth. Every colleague in the industry that we’ve reached out to has
said yes. They are so anxious to see us.”
with a driver, Dunn has hired a videographer to record interviews with the
DMO leaders about their organizations’ current status and recovery roadmap.
says he and Dunn have also invited their “friends from the publisher and ad agency
side” to join them, so over the two-week experience Tripadvisor, Sojern, ADARA,
MMGY, Miles Partnership, Longwoods International and Madden Media will have staff participating in
addition to spurring this rather innovative mobile trade show strategy, Dunn says
the COVID-19 crisis has also prompted the company to make changes to its platform
that address the “now accelerated” need for DMOs to define their value.
funding models for DMOs that existed, which is hotel tax revenue, is basically
gone out the door, so they have to actually define how they are meaningful to the
community,” he says.
platform is designed to take in their sales data as well as city data – things like
tax data, jobs, unemployment, location data, etc. - so they are quickly able to
get a glance at their destination and see what the health is, not only from a
marketing perspective but more importantly from a jobs, community well-being
And to foster community support, Dunn says every DMO they will visit has agreed to put together a gift basket of
favorite local items, along with some words of encouragement, that will be
given to the next destination on the trip.
“The spirit of the journey is good,” he says.