Posts by AquaDev

Larry catches up with Cristal Rodriguez, Director of Marketing at Tempe Tourism and a recent Marketer of the Year, for a conversation that covers solo travel, a rooftop renaissance, a 13-years-in-the-making rebrand, and the slightly terrifying reality of competing with ChatGPT for “best pizza in Tempe” searches. Cristal makes a strong case that Tempe isn’t…

Larry sits down with Daniel Horsch, Senior Sales Director at Azira, for a wide-ranging conversation about what data can actually do for destination marketers when you stop chasing impressions and start asking better questions. Daniel describes Azira as “the Swiss” of the data world — neutral, flexible, and plugged in across channel partners, agencies, and direct clients — with geolocation data that’s universal enough to translate across verticals but laser-focused on travel and hospitality. The bigger thread here is intentionality. Daniel makes the case that DMOs are getting pulled past the old “heads in beds” scoreboard and into harder questions: Are visitors actually shopping? Eating? Staying longer? Coming back? He shares a sharp example from his pre-Azira days running marketing for a DFW destination, where data showed a nearby high-affinity market was only staying 1.5 days — prompting a budget reallocation to longer-stay markets that drove real economic lift. He and Larry also riff on the realities of AI as a “coworker, not a captain,” the death of analysis paralysis, and why no Zoom call will ever replace a real conversation at an event. SPONSORED BY: ABOUT OUR GUEST: Daniel Horsch (LinkedIn)Sales Director, Azira, Inc. Daniel Horsch is a tourism sales and marketing pro—and proud dad—with 15 years in destination marketing, helping destinations generate real ROI through world-class data. As an account manager, he’s led teams of writers, designers, video editors, and photographers, and thrives in an…

In this, the first of several podcasts recorded live at the 2026 eTourism Summit it Louisville, KY,Larry catches up with Ladona Weathers from Visit Table Rock Lake — a marketing department of one running point for an 800-mile shoreline tucked into southwest Missouri (yes, more shoreline than California, and no, you can’t drive around it).…

In this episode of Aqua Talks, Larry Aldrich and Mady Dudley explore the role of marketing in veteran outreach and why connecting veterans to resources is both a responsibility and a strategic challenge. Drawing from Larry’s firsthand experience, the conversation highlights the gaps many veterans face when transitioning to civilian life—particularly around awareness of healthcare,…

In this episode of Aqua Talks, Larry Aldrich and Mady Dudley break down how modern destination marketing is evolving—especially through influencer strategy and targeted audience growth. They highlight how travelers now rely heavily on social platforms for inspiration, making influencers a key driver of awareness and visitation rather than just a branding tactic. Using Punta…

In this episode, Larry and Mady sit down with Dr. Mimi Perreault, Assistant Professor of Public Relations and Mass Communications at the University of South Florida, for a wide-ranging conversation about crisis communication — and what we keep getting wrong. Mimi draws on her background as a former journalist and PR pro to make the…

This podcast episode speaks to the intricate dynamics of marketing strategies, particularly as they pertain to the Veterans Experience Office (VEO) and its outreach initiatives. Co-hosts Mady Dudley and Larry Aldrich delve into the significance of effective communication in bridging the gap between veterans and the myriad services offered by the VA. We explore the…

This episode of Aqua Talks centers around the imperative of adapting marketing strategies to meet the evolving needs of federal and local agencies. Our esteemed guest, Brandon Nickerson, Director of Federal Business Development at Sinclair Inc., engages in a comprehensive discussion about the recent trends in government budget priorities and the significant role of emerging…

Today’s discussion revolves around the critical importance of consumer trust in the rapidly advancing realm of technology, particularly with the integration of artificial intelligence in marketing strategies. We are joined by Howard Koval, Executive Vice President of Strategy and Business Development with TravelSpike, as we delve into the intricate relationship between technological adoption and the…

The central theme of this podcast episode revolves around the About Face program, a vital initiative aimed at assisting veterans grappling with Post-Traumatic Stress Disorder (PTSD). As we engage in a comprehensive dialogue, hosts Larry Aldrich and Mady Dudley delve into the intricacies of this program, highlighting its significance in providing veterans with a platform…