Featuring Lori Pepenella, Southern Ocean County / Long Beach Island

In this episode of Field Notes, Eric Hultgren sits down live in Atlantic City at the New Jersey Tourism Industry Association Conference with Lori Pepenella, a longtime tourism leader representing Southern Ocean County and the Long Beach Island region.

This conversation explores what it really takes to grow a destination when geography, seasonality, weather, and history all impose real limits—and why education, authenticity, and resilience are the most durable tools travel marketers have.

From Superstorm Sandy to COVID to the massive opportunities ahead with America’s 250th Anniversary and the World Cup, Laurie shares how New Jersey destinations prepare for peak moments without losing what makes them special—and how DMOs should think beyond banner years.

This episode is packed with practical insight for travel marketers navigating volatility, scale limits, and long-term destination stewardship.

• Why tourism education is never “done”

• Leading through volatility: weather, transportation, and economic shifts

• Building destination growth without geographic expansion

• Authenticity as the foundation of sustainable tourism

• How small destinations innovate without overdevelopment

• Supporting generational businesses and local stakeholders

• Preparing for America’s 250th Anniversary and World Cup discovery moments

• Planning for the post-peak year (2027 and beyond)

• Conferences as engines for mentorship, ideas, and momentum

• Tourism as memory-making, empathy-building, and legacy work

00:00 – Welcome to Field Notes (Live from Atlantic City) 00:45 – Reflecting on a year of tourism challenges and growth 01:45 – Education, certification & lifelong learning in tourism 03:15 – Resilience after Sandy, COVID & industry disruption 04:45 – Growing destinations that can’t physically scale 06:00 – Authenticity, community & finding your true niche 07:30 – Supporting small businesses and generational tourism 08:45 – Preparing for America’s 250th & the World Cup 10:00 – Creating peak-year memories that last decades 11:30 – Managing expectations after a banner tourism year 12:45 – What great conferences really deliver 14:00 – Closing thoughts on optimism, potential & legacy

Lori Pepenella is a veteran tourism leader representing Southern Ocean County and the Long Beach Island region in New Jersey. A pioneer in tourism education and certification, Laurie has played a critical role in guiding destinations through recovery, reinvention, and long-term growth—while preserving the character and authenticity that keep visitors returning for generations.

Field Notes is a podcast for travel marketers, destination leaders, and tourism professionals focused on real conversations about strategy, storytelling, experience design, and the future of travel.

👍 Like, Subscribe & Share If this episode resonated, hit Like, subscribe to the channel, and share it with a fellow destination marketer.

📍 Recorded live at the New Jersey Tourism Industry Association Conference 🎤 Hosted by Eric Hultgren

Featuring Melissa DeFreest, VP of Tourism – Somerset County, NJ Recorded live at the New Jersey Tourism Industry Association Conference in Atlantic City, this episode of Field Notes features a wide-ranging conversation with Melissa DeFreest, Vice President of Tourism for Somerset County. As New Jersey prepares for a historic convergence—America’s 250th Anniversary and the 2026 FIFA World Cup—Melissa breaks down how Somerset County is activating its destinations in ways that feel authentic, participatory, and culturally rooted, not performative. From the Sip & See Somerset trail (a history-infused craft beverage and restaurant passport) to deeper conversations about content vs. influence, AI as a creative tool, and the danger of sameness in travel marketing, this episode is packed with practical insight for marketers trying to stand out in the loudest tourism year of the decade. 🧠 Key Topics Covered What “success” really looks like at industry conferences Preparing destinations for World Cup–scale visitation Activating local businesses beyond traditional hospitality The Sip & See Somerset trail and passport-style engagement Turning America’s 250th into participatory storytelling Content marketing vs. influencer marketing (and why it matters) Avoiding creative sameness in travel visuals and campaigns Using AI as a starting point—not a shortcut Planning for legacy, not just peak-year performance Why authenticity outperforms hype in destination marketing ⏱️ Episode Chapters 00:00 – Welcome to Field Notes (Live from Atlantic City) 01:00 – What makes a conference “worth it” 02:00 – Preparing Somerset County for 2026 02:45 – Sip & See Somerset: craft, history & participation 04:00 – Activating businesses for World Cup energy 05:00 – High stakes, high reward tourism moments 06:00 – Content strategy in a World Cup year 07:00 – AI, creativity & avoiding sameness 08:45 – Content marketing vs. influencer culture 10:30 – Authentic storytelling that earns attention 11:45 – What Melissa is most excited about in 2026 13:00 – Winter events & off-season experiences in Somerset 15:00 – Closing thoughts 🎧 About the Guest Melissa DeFreest is Vice President of Tourism for Somerset County, New Jersey, where she leads destination marketing strategy across arts, culture, history, food, and outdoor experiences. Her work focuses on community activation, content-driven storytelling, and long-term destination growth—especially during moments of national and global attention. 🌍 About the Podcast Field Notes is a podcast for travel marketers, DMOs, and tourism leaders focused on real conversations about strategy, storytelling, experience design, and the future of destination marketing. 👍 Like, Subscribe & Share If this episode resonated, hit Like, subscribe, and share it with a fellow destination marketer. 📍 Recorded at the New Jersey Tourism Industry Association Conference 🎤 Hosted by Eric Hultgren

Featuring Daniel Klim, CEO – New Jersey Restaurant & Hospitality Association In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren sits down with Daniel Klim, CEO of the New Jersey Restaurant & Hospitality Association, live from Atlantic City during the New Jersey Tourism Industry Association Conference. With 2026 on the horizon—including the FIFA World Cup, America’s 250th Anniversary, Sail250, and a wave of global visitors—this conversation goes straight to the front lines of the visitor experience: restaurants, hospitality, and the people who create unforgettable moments. Daniel shares how New Jersey’s 20,000+ restaurants are preparing to welcome the world, why “okay” is the real enemy of hospitality, and how restaurants—especially mom-and-pop operators—can scale for massive demand without losing their soul. This episode is a must-listen for travel marketers, destination leaders, hospitality professionals, and anyone thinking beyond 2026. 🧠 Key Topics Covered Why food and hospitality define travel memories Preparing restaurants for World Cup-level global tourism Training for cultural awareness, tipping norms, and guest expectations Balancing local flavor with international audiences Workforce readiness, menu planning, and supplier coordination Turning once-in-a-lifetime events into long-term growth Why conferences still matter—and how ideas turn into action Hospitality as a tool for empathy, connection, and repeat visitation ⏱️ Episode Chapters 00:00 – Welcome to Field Notes 00:45 – Introducing Daniel Klein & NJ’s hospitality ecosystem 01:30 – Preparing restaurants for the World Cup & America 250 02:45 – Cultural awareness, guest expectations & service autonomy 04:10 – Why “okay” is worse than bad in hospitality 05:00 – Thinking beyond 2026: repeat visitation & legacy planning 06:00 – Helping small restaurants scale for massive demand 07:30 – Workforce, menus & communication as success drivers 08:30 – What Daniel looks for at industry conferences 09:30 – Food, empathy & shared experiences 10:15 – What else is coming to New Jersey in 2026 11:00 – Closing thoughts & a Trenton pizza plan 🎧 About the Guest Daniel Klim is the CEO of the New Jersey Restaurant & Hospitality Association, representing more than 20,000 restaurants and hospitality businesses across the state. His work sits at the intersection of economic development, tourism, workforce strategy, and guest experience. 🌍 About the Podcast Field Notes explores the ideas, strategies, and observations shaping the future of travel marketing—from AI and storytelling to hospitality, culture, and experience design. If you’re a destination marketer, tourism leader, or hospitality professional, this podcast is built for you. 👍 Like, Subscribe & Share If you found value in this episode, hit Like, subscribe to the channel, and share it with someone shaping the future of travel. 📌 Recorded live at the New Jersey Tourism Industry Association Conference 🎤 Hosted by Eric Hultgren