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plenary Dallas’ Diversity Chief + In-Room TV + Minerals, Metals, and Materials Society Recently, Convene talked with Jones


and Richards to find out more about Dallas’ new diversity chief — and what she’ll bring to the Big D.


What was the impetus for appointing a chief diversity and inclusion oficer? Phillip Jones Diversity and inclusion is about creating collaborative connections for the Dallas CVB. As we move into the future and live in a world of constant change, we recognize that to continue to be relevant in the marketplace, we have to elevate our approach to inclusiveness, to help us reach a point of delivering a customized destination experience.


What makes Cheryl Richards the right person for this position? Jones As a 24-year veteran of the Dallas CVB, Cheryl Richards understands our industry and is a leader in the DMO space. We knew that with the guidance of Hattie Hill — today’s leading consultant in global diversity — Cheryl could learn the technical aspects of diversity and inclusion. She is a proven performer and has been instrumental in broadening the bureau’s base of community and corporate support. Her expertise will be invaluable in attracting diverse conventions to Dallas and in achieving our goal of becoming


a top leisure and meeting destination nationwide.


How will this position operate with regard to the Dallas CVB’s other activities? Cheryl Richards The strategic vision for this role is to focus on inspirational leadership, sustained customer engagement, and innovative partnerships. We plan to use this role to do those three things for the Dallas CVB, and expect that we will see an increase in the number of diverse organizations that consider Dallas. Nationally, we would like to help other DMOs adopt this model, and be a leader in elevating our business as the world rapidly changes and demands this kind of focused approach to diversity.


Have you seen a interest from diverse groups since the position was created? Jones We have several diverse groups and events booked. Some of the notable ones are MegaFest with TD Jakes Enterprises, eWomenNetwork, Mary Kay, Blacks in Government, Women’s Foodservice Forum, and the League of Women Voters.


What tactics will you use to attract more such groups? Richards The key to what we are trying


Big D Diversity Dallas CVB’s Cheryl Richards.


to do is customization. Our approach is to deliver relevant content and information. We need to diversify our materials to attract a more diverse segment of groups and associations. The idea behind inclusiveness is learning and knowing more about these groups. We are no longer going to assume we know their wants and needs. We are going to work with them to design packages and programs that truly exceed their expectations.


. — Sarah Beauchamp Remote Access TIPSTER


According to a research study conducted by the University of Houston, some of the most contaminated surfaces in hotel rooms are bedside lamp switches and TV remotes. The research was presented as part of the 2012 General Meeting of the American Society for Microbiology, held June 16–19 in San Francisco. To cut down on your contact with bacterial-laden surfaces,


18 PCMA CONVENE JANUARY 2013


try installing the free In-Room TV app from LodgeNet Mobile, which turns your smartphone into a TV remote. Of course, your smartphone can be plenty germy itself, but at least they’re your germs. — Michelle Russell


For more information: lodgenetmobile .com


PCMA.ORG


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