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