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

Live from the New Jersey Tourism Industry Association Conference in Atlantic City, this episode heads to Elizabeth, NJ to talk with Jennifer Costa, the force behind one of New Jersey’s fastest-rising destination brands. Jennifer’s path is anything but traditional—international diplomacy, federal service, construction, development—and those experiences shaped her into the exact kind of innovative, resilient leader a city like Elizabeth needed.

We explore how she transformed a historically overlooked city into a compelling, globally marketed destination, why curiosity sits at the center of her team’s culture, and how Elizabeth is preparing for major moments like the FIFA World Cup and the America 250 celebrations.

This is a masterclass in destination branding, community storytelling, and thinking far outside the box.

• How an unexpected career journey became the perfect foundation for destination leadership From embassy work to construction to tourism, Jennifer’s global lens shapes how she positions Elizabeth.

• The strategy behind Elizabeth’s rapid tourism growth Great product + strong partnerships + relentless innovation = a decade of momentum.

• The Guinness World Record that changed everything How a massive human-formation submarine brought local history to life and reconnected kids with the city’s legacy.

• The DNA of an innovative tourism team What “thinking outside the box” actually looks like inside an office—beyond clichés.

• How DMOs and chambers can fuel each other’s success Elizabeth’s model blends entrepreneurship, storytelling, and community development.

• How the city is marketing ahead of the World Cup From “Stay at the Center of It All” to targeted international campaigns that launched long before group assignments.

• The powerful local events shaping Elizabeth’s future Descendants conferences, historical reenactments, Bridgerton-style balls, and community-driven history initiatives.

• Tourism is strongest when local partnerships (restaurants, hotels, nightlife, arts) move together.

• Even when technology fails (like an entire system wipe), agility and repurposing keep campaigns alive.

• Elizabeth’s location—airport access + transit + proximity to NYC—is a strategic World Cup advantage.

• During COVID, staying visible internationally kept the city top-of-mind for future travel.

• The team’s motto: If someone else is doing it, how do we do it differently?

• Elizabeth’s identity as a “city of firsts” is a powerful storytelling asset.

• The America 250 celebration will spotlight the city’s deep Revolutionary history and its multicultural narrative.

Recorded live at the New Jersey Tourism Industry Association Conference in Atlantic City, this episode dives into the strategic power of arts and culture as economic engines. Our guest, Adam Perle, President & CEO of ArtPride New Jersey, explains how creativity fuels tourism, boosts local economies, and defines the authentic character of destinations statewide.

Adam shares wide-angle insights on statewide arts trends, pandemic recovery, cultural spending behavior, the economic impact of visitors, and how New Jersey’s arts ecosystem ties directly into major events like the FIFA World Cup and the 250th anniversary of the United States.

This is a must-listen for DMOs, cultural organizations, economic developers, and anyone who wants to understand how arts and tourism intersect to create real revenue and real community identity.

• How ArtPride New Jersey became the statewide voice for the arts Representing 350+ arts organizations across genres, sizes, and missions.

• Why arts visitors are high-value tourists Research shows visitors spend 50%+ more than locals and often travel specifically because of cultural events.

• How audience behavior has changed since the pandemic Recovery is happening, but giving, attendance patterns, and spending habits look different than pre-2020.

• The role of arts in “authentic destination identity” Art districts, galleries, theaters, murals, and community creativity shape how visitors perceive place.

• How arts & tourism funding are intertwined Hotel/motel occupancy taxes support arts, history, and tourism statewide—a direct link between culture and economic impact.

• How New Jersey’s cultural sector is preparing for two massive moments The 2026 FIFA World Cup and the America250 celebrations will bring global attention—and arts organizations will be at the center of that storytelling.

• Arts participation is still rebounding, but innovation and adaptation are accelerating.

• Visitors spend more per trip when attending arts events—food, hotels, transportation, retail.

• Over 70% of surveyed attendees at cultural events said the arts experience was their primary reason for visiting the community.

• New Jersey offers extraordinary cultural density, from hands-on experiences to world-class venues.

• Cultural tourism ≠ “nice to have” — it’s a core driver of local economies.

• The state is preparing for a multi-year storytelling window around America250, with arts organizations helping bring history to life.

• Interest-driven marketing (not just demographic marketing) is shaping cultural promotion.

Live from the New Jersey Travel Industry Association Conference in Atlantic City, this episode features Jim Kirkos, CEO of the Meadowlands Chamber of Commerce. With the 2026 FIFA World Cup heading directly into the Meadowlands region, Jim breaks down what this moment means for New Jersey tourism, business growth, infrastructure planning, and long-term economic development.

This is not just a mega-event conversation. It’s a blueprint for how a region can leverage a global spotlight to transform perception, drive investment, strengthen partnerships, and set up a decade of momentum that extends far beyond the final whistle.

• What World Cup 2026 means for New Jersey Why global events act as economic accelerators—and how the Meadowlands plans to capitalize.

• How regional identity is shifting The Meadowlands has evolved from “gateway to the stadium” into a dynamic destination with entertainment, meetings, hospitality, nature, and experiences.

• How business ecosystems prepare for mega-events Hotels, restaurants, transport, and workforce development all play a role in delivering a world-class visitor experience.

• Why partnerships are the real power move Jim highlights how collaboration between chambers, tourism offices, state agencies, and private sector leaders drives sustainable growth.

• The mindset shift: from event promotion to legacy planning A World Cup lasts one month. Its impact can last 10 years if the strategy is right.

• Massive global visibility coming with the 2026 World Cup

• A chance to rewrite outdated narratives about the region

• Multi-billion-dollar ripple effects from tourism + business investment

• The importance of business community readiness and hospitality training

• Expanded infrastructure planning around transportation, mobility, and crowd flow

• The rising relevance of sports tourism as an economic driver

• Why collaboration across counties and agencies matters more than ever

Live from the New Jersey Tourism Industry Association Conference in Atlantic City, this episode heads to Cape May County for a conversation with Diane Weiland, a leader whose destination has been riding a nearly uninterrupted upward growth curve for six years.

Diane breaks down the strategic choices behind Cape May’s sustained success, including: • Understanding shifting visitor behavior • Leveraging natural assets without over-engineering the experience • Extending the season beyond Memorial Day–Labor Day • Using influencers and interest-based media to reach today’s travelers • And why authenticity, not reinvention, is Cape May County’s competitive edge.

• Why Cape May continues to grow while other destinations cycle Diane explains their 94% post-COVID recovery and why the county’s assets align with today’s traveler mindset.

• How studying visitor “wants” drives smarter strategy Bucket-list experiences, authenticity, nature, and open spaces shape Cape May’s messaging.

• The secret weapon: diversity of offerings 47 campgrounds, beaches, B&Bs, fishing ports, birding hotspots, boardwalks, the peninsula microclimate—Cape May stands apart from other coastal destinations.

• Turning shoulder seasons into revenue seasons How a once-summer-only economy became a 9-month (and growing) destination through special events, second-home owners, and data-driven marketing.

• What interest-based media means for DMOs in 2026 From pet-friendly travel to accessibility, Diane outlines how influencers tell stories DMOs can’t tell themselves.

This episode features a conversation with Tammie Horsfield of Sussex County, fresh off winning an Excellence Award for innovative tourism partnerships. We dig into how Sussex County has created a four-season tourism engine, the strong community networks powering their growth, and the unexpected impact of collaboration between agriculture, tourism, and economic development.Tammie brings decades of experience, contagious curiosity, and a clear love for championing the businesses and farms that make Sussex County special. This is a masterclass in community-driven tourism development.

🧭 What You’ll Learn

• How Sussex County became a four-season destinationFrom ski resorts and snow-making state parks to summer waterparks and fall foliage peaks.

• Why agricultural partnerships are critical to rural tourismAnd how Sussex elevated farms that often get overlooked after “apple-picking season.”

• The behind-the-scenes story of their Excellence AwardBuilt on training programs, ARPA-funded business support, and unprecedented cross-organization collaboration.

• The power of staying curious in a decades-long tourism career Tammie's philosophy: get your hands in the dirt, meet every business, and take something meaningful from every interaction.

• How to create year-round magic when one season steals the spotlight Christmas markets draw crowds, but Sussex has formulas for fall, summer, and spring that work.

• Why relationships matter more than logos Tammie shares why networking is the most valuable ROI of any tourism conference.