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ATA eNewsletter

September 2009

Board Member Highlight

Mitch Nichols is President of Nichols Tourism Group, Inc. (NTG) and leads the strategic planning and product development activities of the firm. Mitch’s experience ranges from broad strategy planning efforts in beach destinations like Sarasota, Florida, to unique mountain destinations such as the Mt. Hood region in Oregon and Ashville, North Carolina.  Many assignments have taken a statewide orientation, including the states of Alaska, Arizona, Illinois, Delaware, New Hampshire, Sonora and Washington.  This strategy work has also been focused on unique heritage destinations like Montana’s well known historic gold mining towns of Virginia City and Nevada City, as well as the powerful living history experiences in the Historic Triangle regions of Virginia, including Jamestown, Yorktown and Williamsburg. Mitch has also actively assisted destinations around Arizona and recently coordinated the first bi-national Geotourism MapGuide between the states of Arizona, Sonora and National Geographic.

Prior to the more than decade long tenure of NTG, Mitch’s consulting efforts were associated with the development and hospitality advisory activities of Laventhol & Horwath, Coopers & Lybrand.  Mitch works closely with Temple University and their National Laboratory of Tourism and eCommerce and is an instructor with Purdue University and Destination Marketing Association International and their Destination Management Certification Program.  Mitch and his wife Ann have spent most of their life in Arizona and their son Grant studies at ASU.

Q: If you could have any job what would you be doing?

A: I really enjoy my job; it brings me around the country and allows me to see both challenges and innovative initiatives that destinations apply to compete in this ever changing tourism industry.  If I had to pick another job without a lot of concern about real life realities, it would be a charter captain on a sailboat. I love to sail and being out on the water on a daily basis would be a great way to spend the day.

Q: What advice would you give to someone just starting in our industry?

A: I believe it’s important for a new person to not only focus on their specific job, but also to get involved in an association like the ATA to understand the broader role of the visitor industry.  Often, new opportunities can come from related industry segments and developing these relationships early can be a strong benefit.

Q: What is one thing you could not live without?

A: Family is the one thing I could not live without; no matter the ups and downs of life, family is the one constant.

Q:  When you’re not working, what do you love to do the most?

A: I enjoy sailing and biking and need to commit a little more time to both.

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