DESTINATION COVER-MY-ASS
Published in the July 19, 2025 Edition
Worry not if you can’t quite put your finger on what’s wrong with Mammoth Lakes’ tourism sector. Hunden Partners is here to figure it out.
The organization, which prides itself on being a “Leading Advisor in Destination Real Estat, Tourism and Placemaking,” gave presentations to both the Mammoth Lakes Town Council and Mammoth Lakes Tourism this week on their outline for a “Destination Stewardship Plan” initiative.
The first part of the plan, as explained by Project Executive Bethanie DeRose to the Mammoth Lakes Town Council on Wednesday, is to provide a 5-year roadmap for Mammoth Lakes Tourism (MLT). The organization will then translate this work into “project-based components with timescales and cost estimation with specific project details.”
Corporate-speak to English translation: they’ll do a study and then give some recommendations. The study part is estimated to take six months, and the recommendations section is estimated to take another six months, so it will take a year for Hunden to assess and advise MLT.
A cost estimate drawn up by Hunden on August 28, 2024, set the organization’s fees at a maximum of $145,000, plus travel expenses.
The plan represents a vocalized shift from Mammoth Lakes Tourism’s previously stated goal of marketing tourism to now enhancing the existing tourism experience.
“We’re not shooting for maximum, we’re shooting for optimal,” DeRose said of the company’s goals, responding to a comment that 100% occupancy is not a good goal as it hinders the tourism experience.
Now, whether this is a shift in verbiage or a shift in practice, time will come to prove. Spreading out the tourism’s peak season into the shoulder seasons, for example, has been discussed in every location in every nook of the world since Moses parted the Red Sea.
Much of Hunden’s presentation on Thursday was spent holding a model “focus group” on the MLT board and meeting attendees, where DeRose asked the room to answer three questions anonymously:
What key outcomes would the board like to see as they relate to destination stewardship and quality of life preservation? What defines success?
Who would you like to see at the planning table and how do we get them there?
What challenges does Mammoth Lakes currently face related to tourism?
These questions prompted further discussion between the board and its new advisors. DeRose asked, for example, whether there were misconceptions the locals had about the tourists, which resulted in a belly laugh from the board members before they each deliberated on how the locals did not understand that tourism is a key element of the town’s economy.
*Oh those pesky peons we are so desperately trying to educate and save!
Of the team, Hunden selected Stacy Corless, former Mono County Board of Supervisor, to be of service in community development (i.e., their local connection); but the three other project managers have no clear personal stake in the area.
*Of course, the local connection is in the process of moving to Tahoe.
Corless seems to be aptly filling her role, as she asked the MLT board if they had any ideas on how to reach locals. She then threw out her best idea: “I don’t know, buy them beer at Distant Brewing maybe?”
Part of Hunden’s data collection plan is to hold focus groups, such as the one at the meeting, with other community stakeholders, including nonprofits, government officials, community members, van lifers, and beer drinkers.
They plan to use that information to assess the best way forward, hopefully striking a balance between the desires of each party.
*Ed. note: Finished the story and still not sure what the point is. My guess is that since MLT has already become a Destination Management Organization, this study is meant to provide the paper trail to back up that change in mission. Too bad we have to pay $145,000 for the diploma. Stacy Corless fits right in as a consultant. I have no idea what she brings to the table here.
