the cvb exec

Cristy Morrison

Collaborating with the media
Summer 2011

CRISTY MORRISON is the Executive Director of the Stillwater Convention & Visitors Bureau.

MPG:  What attracted you to the hospitality/ travel industry?  What was your first industry-related job?
cristy: My first real job after graduating from Oklahoma State University was as the receptionist for the Stillwater Chamber of Commerce.  I worked my way up to Vice President of Marketing and Membership.  A local computer software developer hired me for their marketing department and to coordinate their numerous trade shows around the world.  It was a perfect fit for my love of travel and event planning and coordinating.  However, I missed being involved in the local community.  When the CVB position became available, the people I worked with through the Chamber job encouraged me to apply.  It was the best decision I have ever made.  I now get to do professionally what I love to do in my personal life! 

Tell us a few things about Stillwater, OK  of which most people may be unaware.
The second most collectible T-shirt in the world originates from Stillwater.  Eskimo Joe’s T-shirts are second only to Hard Rock Cafe.  What makes that amazing is that there is only one Eskimo Joe’s in the whole world.

Stillwater is the “Original Home of Red Dirt Music.”  We claim the birthplace of an entire genre of music - it’s a combination of Country, Rock and Blues. And, Stillwater is home to America’s first Sonic Drive-In.

The National Wrestling Hall of Fame and Museum is located on the campus of Oklahoma State University.  OSU has produced more Olympic wrestlers than any other program in the country.  The Cowboys have been represented by a coach or wrestler in every Olympic Games since 1924.  How’s that for a sampler of cool Stillwater trivia?

You are the only CVB director that I know who hosts regular radio and TV programs. How did that get started? What are the major benefits and how can other bureaus begin this type of media/community relations program?
In 1998, I was asked to make a weekly guest appearance on Stillwater Radio.  The concept was for me to stop by on Friday mornings to let the local community know about the upcoming events.  Thirteen years later, the Stillwater CVB has a presence on the FM station at 8am, the AM station at 8:15am, and the Country station at about 8:45am.

In 2003, I was asked to co-host a live local TV show, “The Morning Edition,” which was being resurrected for 7am broadcasts.  Nine years later I’m still co-hosting the show most weekday mornings.  I schedule a guest each morning and conduct most of the interviews.  I’ve never met another CVB director who can promise free TV publicity to a meeting or event coordinator if they agree to hold their event in their city.

The other radio station, TEAM Radio, is located just across the hall from the TV station.  I have also been serving as a guest on “The Morning Scramble” Monday and Thursday mornings for several years.  Listeners seem to be very receptive to the local information for an otherwise sports dominant station. 

Additionally, the local daily paper, The Stillwater NewsPress, allows me to write and submit a monthly column on a topic within the hospitality / tourism industry.

The cost of the media partnerships is only that of my time. The CVB has maintained a very positive working relationship with all local media over the past 15+ years.  We try to help them out whenever possible as well.  It certainly helps each of the media outlets to know what’s going on locally, and we’re able to provide them updated information on a weekly basis. 

Because of my interaction with the 20th Century Fox Film Crew in Stillwater, all of the local media is being kept up to date on cast calls, film dates, movie theme, the need for extras, etc.   So, we really do what we can to ensure the benefit of the partnerships is reciprocal. 

If you were talking to a group of regional meeting planners, what advice / suggestions would you provide regarding planning and conducting successful meetings? 
I’ve never been a big believer in the “build it and they will come” theory. 

It doesn’t do anyone any good to have the most flawless meeting planned if no one knows it is occurring.  I find most meeting attendees are really interested in the “meat” of the sessions – and the uniqueness of the host community.  Therefore, it would clearly benefit planners to incorporate the assistance of the local destination management organization to plan functions and activities that are unique to the community.

It’s a good idea to offer both basic and advanced sessions/tracks during conference or meeting.  You have to consider the varying experience levels of attendees to provide something for everyone.  In fact, it’s critical to plan sessions that allow people to attend various topics throughout the conference.

If you inherited a hotel and planned to run it, what key elements would you feel necessary to ensure its success?
Great people who actually like people!  A top notch front line!  Those who answer the phone promptly and with a smile in their voice can certainly make the difference between a visitor booking a room and making another call.  Additionally, the front desk crew is more times than not a visitor’s first impression of a community.  Therefore, they need to represent the property in a positive manner and also the community as a whole! 

Look to the future 3-5 years.  Tell us what you see as it relates to travel and meetings.
I see a continued increase.  Although people seem to be more accepting of video conferencing, I still feel as though people like the face time – to get to know people face-to-face.   Our numbers are showing travel on the rise, and I anticipate it will continue to increase.  The meetings market and business travel will do more “closer to home” meetings, but when the economy picks up, travel will grow and people will return to traveling farther distances.   

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