What's Up?

Jared Judge 0:38

Thank you . I was a DJ for five weddings . Excellent , me too five weddings .

Scotty O'Brien 0:48

Excellent , Me too . Awesome 35 years . Hey , it's right . Here there's the microphone .

Jared Judge 0:50

That's some well , there it is . There it is . Yeah , that's right . Yeah , that's a for those who are not watching the video Scott , he's got a really nice classic microphone tattooed on his left arm , so you got to got to check it out in person . So , scotty , I'm I'm super excited to have you because you are starting a new chapter in your life and your business life and , of course , we all know you as , like you know this , this DJ and the person who runs the Interaction Denver team building company and a bar mitzvah company and all these really great entertainment options . But I saw on Facebook and that's kind of the purpose of this episode you are launching a DMC , a destination management company . So , to kick us off , what is a DMC ?

Scotty O'Brien 1:34

So a DMC ? You just said it stands for destination management company . Another version of that in the corporate world is DMO destination management organization . And you know , jared , right before the podcast we were talking . It's interesting because in our world , you know , and we'll just call it the NACE world because it's the NACE podcast a lot of people not everybody , we'll just say some , that'll be a nice even mix of the folks that view this podcast and are in the catering world and then the social world , the non-corporate world , if you will , because there is a certain differential between the two Don't know what a DMC is .

Scotty O'Brien 2:24

They've heard the term and fair enough . I didn't know when I first started . I mean , you know , my career did start as a DJ MC 35 years ago . Then I went into being a cruise director for three years and with Royal Caribbean and Celebrity , and then moved back to the world , back at St Louis , just because I wanted to start a family . But when I moved here I knew that this was going to happen sometime . I just didn't know when . You know , kind of involving my history and the DMC thing together because it all kind of fits .

Scotty O'Brien 2:59

But DMC again , destination Management Company sorry I tracked off on that is essentially a meeting planner for meeting planners , that's the easiest way to describe it . So if Coors because that's one of our large corporations here in Denver plans a meeting , they're meeting planners . They don't hire that person just to plan one meeting in one city at one time . He or she or they may be planning a meeting in Philadelphia , Anchorage , alaska , san Diego , california and Miami and 15 other cities all at the same time . Usually they'll replicate themselves , which makes it easier for that planner .

Scotty O'Brien 3:41

But that planner does not have time to call and find out who the greatest DJ is in Denver , colorado , or who the best electric violinist is , or the most awesome audio visual company , or an interactive team builder , or , even more for that matter , to find properties and where they're going to host their meeting , because that planner usually won't know all the cities as well as a DMC will . So a destination management company's job is to again be a planner for a planner and do all the vetting , the research , the guidance that's necessary to figure out who the best of the best is , who they want to work with and who they want to refer , because they usually refer a few options to that planner when the planner reaches out to that DMC to plan their perfect event . That's a long explanation , but it makes sense , it's . It's a plan for a planner in a city that that planner doesn't know .

Jared Judge 4:48

Yes , that makes perfect sense to me . I'm going to pull a leaf from Simon Sinek and I'm going to start with why here , and I'd love to know what motivated you to start your own DMC here in Denver

Introduction to Scotty O'Brien

Jared Judge 5:00

.

Scotty O'Brien 5:01

So a brief history . I kind of already hit it St Louis , cruise ships , clubs in Europe . I mean , I've done a lot of travel in my career , 35 years worth . When I moved here to Denver four years ago just about , actually , no , it is four years , yay . Thank you , denverver , for welcoming me . I love you , happy four years . Um , I love this city , this , this whole our industry is so unique compared to any other industry sorry , I'm shaking , uh , in the nation , it really is . Uh , denver is just awesome , um , but you know , I started interaction denver dj , uh , casino nights , uh , arcade games , uh , electronic , all the stuff that we house under that . The team building company I've been a team building master , which is a terrible title , but that's what they gave me for about 30 years . And then Vision Work Group Denver , which is audiovisual . So we do the creative side of AV and that's kind of our focus . So we do the creative side of AV and that's kind of our focus .

Scotty O'Brien 6:08

So , interestingly enough , I owned and ran a DMC in St Louis for five , six years before COVID and a massive divorce , and that's kind of where it landed . So I paused all that because I knew my roots . I could come in quickly and at least make some strides , which I think I've done pretty well , networking in this town and meeting with folks and didn't want to start the DMC just yet . Oddly enough , meritz , which is the largest destination management company in the world and they also do what's called incentive travel . It's based in St Louis , the headquarters of St Louis , and I did tons and tons of work with them , of course . Anyway , I decided , you know , hey , why not , let's give it a shot . I met Mary a year and a half ago . Mary and I got married , hey , and we have a puppy . We're not going to have any kids , bro , I'm 51 . Ew , you nobody wants that old of a dad . That's especially layla b , not a chance . She's like you're old already . So , you know , happened with that anyway . Uh , and mary has a background in nonprofit management that's what her bachelor's was in and she did a lot of work in nonprofit . We all know what I do , so we just decided to combine forces and what it does is twofold . It allows us to umbrella ties that's not really a word to umbrella ties all of the stuff that we do , as well as the other things that a DMC do will do , which would include , you know , site , research and management and transportation and tours . So it houses everything under one one umbrella .

Scotty O'Brien 7:59

Now that also doesn't mean that you know you asked about our company specifically , partner DMC . I'm not going to immediately say , oh , this is perfect , we're going to do all the business . You know , the AV , the decor , the entertainment . I mean that's common sense . However , I'm also a very firm believer in providing the best fit for the client . So I've posted this a bunch lately and I firmly believe this .

Scotty O'Brien 8:28

I even started another Facebook group trying to connect the DMCs and planners with you know other vendors and suppliers that not everybody knows , because not everybody knows everybody . You know our focus is the Rocky Mountain region , so not only Colorado , but Utah , whatever part of Arizona that is Wyoming , montana , but one of the downfalls , and it's not just of Denver but it's industry in general citywide . People work with friends , they work with people they like . I want this to be an opportunity as partner DMC for those folks that are the vendors and suppliers that are a good fit for the upcoming clients meeting special event conference .

Scotty O'Brien 9:22

Hey , we may not be best friends and that's okay , but if you're great at what you do and you're may not be best friends and that's okay . But if you're great at what you do and you're going to be a phenomenal fit for that client , then I'm going to promote you through the DMC , because it's about the industry . It's always going to be about the industry . I love having friends and that's awesome . However , our job and the career that I've chosen and that you've chosen , jared , is to do what's right for the industry and to elevate our hospitality industry .

Jared Judge 9:55

Another good answer . I love that . No , it's great . I want to dive a little bit deeper into your answer , actually , because you've been in this events industry for over 35 years , right ? I'm just curious , like , what is it about events , special events and corporate events and these occasions that motivates you to do this and do a fantastic job at it ?

Scotty O'Brien 10:31

be well , two reasons , um , number one we get to me it's I love my answer um , we get to make people smile and and really step out of whatever their daily is . I don't care if it's uh stuff at home , political , uh , their job , whatever , it doesn't matter . I think our job , uh , as , especially on the special events side because you know those are parties , that's what it is is we get to make them forget their problems for four or five hours at a time and we get to create something special for them . I truly believe in elevation , in creating something magnificent for these folks . I don't , I never and I really say this a lot in my B'nai Mitzvah plan inside and when we rock those parties , I don't do cookie cutter , it's not me . I want to do something special and creative for the families to make them say , wow , um , so I , I think just my passion , you know , because the way uh , uh , you , you , you grow up , you know , through your 20s , 30s and and maybe a little bit into your 40s , and you're going to your friend's weddings , right , and it's the same format , it's the same cheesy dj doing the same stuff and I'm not speaking about all of them , but a good portion right . I mean , weddings are budget driven at times . They're not all luxury and you get kind of what you get when you pay . You know mediocre or bottom dollar . So you see the same repeat format . I don't believe in doing that . I want to create on my wedding side , right , but on my corporate side , and especially with this DMC , I want to create wow experiences . It's just not really a celebration , it's an experience , it's an overall piece .

Scotty O'Brien 12:14

There's a difference between a four-star and a five-star review and that's not only the performance and the food and the venue and everything else , but it's the overall experience that we create for the guests . I'm sure you've had a time in your career , jared , where you're out doing your violin at a corporate event and everybody's just having an awesome time , your violin at a corporate event and everybody's just having an awesome time , and somebody I don't know , the one piece of chicken was cold on the buffet . Whatever they're going to talk about what a great time , what a great experience they had , but they're also going to talk about that cold piece of chicken , that that word of the cold piece of chicken is going to get back to the planner and the planner is going to say , man , what a great , a great event . Jared , you rocked this thing .

Scotty O'Brien 12:57

This was awesome . The venue was incredible , the food was on point , except for the piece of chicken , which is the difference between a four star and a five star review . So it's about creating overall experiences . So , yeah , the answer is that I said I was going to say a second piece , but it all tied into the first . So there you go .

Jared Judge 13:18

No , I love it . That's fantastic . And , yeah , I was thinking of several corporate events where you know they hadn't used a DMC . They didn't . They didn't even have a planner other than their in-house and the experience was was overall good . But even as the electric violinist , I noticed a couple of things that I would see , like the decor there was none and I don't know . You're right it , it it's the entire experience and I love that when you tied it back to I give these people four hours of their life when they can forget about their problems . Like I think that's why a lot of us do this too .

Scotty O'Brien 13:50

So thanks for sharing that . It's not all about the money . I mean , money's not bad in this career , I ain't gonna lie . However , uh , yeah , I mean we're , we're creating something exceptional uh for these people and that's what . What a pleasure uh to be able to do . You know uh , but you're right here , you know , yeah , to reiterate , you're right , and and and what we both said .

Scotty O'Brien 14:15

Um , they do notice little itty bitty things , especially if it's like a corporate client , which is why the DMC would exist . They've been to big galas , they've seen the best of the best , they've seen the A game . If the planner decides to do it internally and they go from one city to another city and they don't know the city well , the decor companies , the electric violinists know the city well . The decor companies , the electric violinist , the dj , the mc , the team building , the audio visual company , the hotel , the food , the florist , all those things that come together and meld to make the overall event experience , yeah , they give a c show instead of that a show . Well , if it's an association meeting and those folks came to attend and paid to attend that gala that night and they're getting c-rated stuff , well there goes the review , not only of that planner , of the organization , but it also frowns upon the city .

Scotty O'Brien 15:11

Okay , which I'm proud of , denver . I'm proud to be a part of colorado and iraqi region , so I will show the best that I can for this region . But the reason it reflects on the city , Jared , is because you know the people that attend these conferences , these meetings , these special events . They don't know the story , they don't know how it worked . They're like oh , denver's weak , not on my time . Watch , I'm not going to let Denver appear to be weak . This is the most incredible city that our nation has to offer .

Jared Judge 15:43

Let's go . I love Denver , let's go . That's amazing , cool , scotty . Well , I think we have like a really incredible opportunity to witness the behind the scenes of building a DMC from the ground up . Like you know , I know I work with several DMCs . They just book me , they ask me to show up and I do my damn best job . Might have to edit out that curse word , but I have no idea what it took to actually build a DMC from scratch . So could you kind of peel the curtain a little bit and walk us through what have you been doing to get this started and what do you see the work being in the next several months ?

Scotty O'Brien 16:24

Sure , and it wasn't that hard , which is funny . I'm pretty good at building a website . I mean , that's always the everybody's horrified at that concept . It is a lot , but that was the easiest portion of it . I'm colorblindblind . Figuring out colors kind of sucked . But you know , I hired a graphic designer who's phenomenal , um , and put together the logo and the color scheme and we built the web on the back end . So that was the easy part .

Scotty O'Brien 16:51

Mary and I had this conversation when we we just we were on our trip . Uh , we really focused on it after the December casino soirees for the holiday events that were so incredible and we got a break . So you know , we were in England and Paris and Iceland and we really had a chance to really talk about putting this on together . So my focus on the company will be the same as I've done all along since I moved here to Denver One event , one project , one meeting at a time , one special event at a time All I want to do . I'm not built to handle more than that . What the benefit of this is is I get to have hands-on all the way through , which means I'm one POC , one point of contact for the client that's planning their meeting their event , all those pieces of the puzzle .

Scotty O'Brien 17:45

One of the downfalls and it's not a bad thing , it is what it is but one of the downfalls of a larger organization is that there's many different departments to have input and things get lost in translation between each department . For example , hey , my vision for my special event on Tuesday night is the uplighting to be red . Right , fair enough . Well , after it goes through five different departments and it's handed down to the onsite , that up lighting may be pink . Difference between four star and a five star review . Right there , just that little right there . Um , building the dmc again website is easy . Uh , planning is easy , announcing it's exciting . Um , everybody seems to be pretty receptive . Uh , wondering if the dmCs will be receptive ? You know now I'm direct competition for them . I would rather consider myself as more of a collaborator , because I'm sure there's going to be times that we need each other , that we do stuff like with interaction , denver , the team building company . Nobody else has laser skeet in this area . These are things we can do , right .

Jared Judge 18:56

I've played that laser skeet . Super fun , right .

Scotty O'Brien 19:00

Nobody else has an electric violinist . But you know , it's all about these connections and I'm trying to view myself not as a competitor but more of a partner . Oh , there's a plug , anyway . So the hard work to be done is now getting the word out . I've built this DMC to be very SEO heavy .

Scotty O'Brien 19:21

Thank you , jeff Levy , for the insight , because not everybody goes to the organizations ADMEI and PCMA and all the other organizations that exist that a planner would go to and say who's your local DMC ? That's not the way it works . There are going to be people to Google it . There's going to be people that go to Visit Denver and that go to Destination Colorado , of which we're a member of all of those for this exact reason . So I'll be switching my memberships on Destination Colorado and Visit Denver to Partner DMC , which will encompass all the services we do but yet serve as another outlet .

Scotty O'Brien 20:01

There's tons of business in this town and in this , in the state and in the region . I keep referring to Denver because I'm here , it's just easy . But you know , again , we cover the Rocky Mountain region . So , but you know , google , hey , it's a thing , we all use it and we all search for what we're going to do that weekend or whatever . So it's kind of the same thing that an out of town planner . So yeah , I SEO the thing right and and fingers off the word and then word will spread . So that's the hard to do is to get that word to spread .

Jared Judge 20:37

Yeah , although it seems like you've kind of been laying the foundation for this since you moved to Denver four years ago . Yes , sir .

Scotty O'Brien 20:44

Yeah , very cool . It's always been a plan . I didn't know when . You know , when I moved here , my job was to a survive because that was a pretty big divorce . That's over , almost finished with the last and final pieces of of that puzzle . Um , and didn't expect to find a wife , good God , and I found a gold mine .

Jared Judge 21:10

How did that one ? You did .

Scotty O'Brien 21:11

And there's amazing , oh and you know , get the kids in order Layla and Noel , and now we have Ellie , which is hers , and she's just incredible . So get my personal life in order before I , because this venture will be big , this will take a . It's going to take a lot , so , but I'm built for it . Jared , I'm 51 . Uh , we've got to be a retirement plan somewhere in this thing . Nobody needs a 75 year old DJ on a mic , cause what are you going to do ? Hey , I had a bowel movement . How are you ?

Jared Judge 21:46

Okay , I want to edit that , by the way . I bowel movement . How are you okay ? I want to edit that by the way . I just I think we should . We should leave it in don't it's true ?

Scotty O'Brien 21:53

I mean , you know we , we age out of our profession , right ? You're not going to be on stage at 82 years old playing the violin while you're holding your walker ? That ain't happening yeah you're right .

Scotty O'Brien 22:05

So this will be an exit strategy down the road . This is the first company that I've decided to put together that's marketable , to be sellable down the road . You know , at this time , like I said , it's one event at a time , one project at a time , stuff like that Woman-owned but it's co-partnered , so it's both of us-owned and that's not a primary focus , but I know that's important at times . The most important thing , the thing that really separates us , besides the one event at a time thing white glove , because they're going to deal with one person . They're not dealing with six different people trying to make it come together , with six different people trying to make it come together , but that , you know , which gives them that personal touch . That's pretty important . So we're excited about that and being able to focus . You know , on the other side of it , am I talking too long ? Am I good ? No , you're good , I've got like 10 minutes , awesome . The other side of it is we're also focusing on luxury event experiences . All right , and this is not really . I'm not . I'm not out to do a big gala . I mean , yeah , we can do it , we can produce it . This is more for small groups .

Scotty O'Brien 23:20

One of my favorite stories . A good friend of mine , Josie Littlepage , out of St Louis . She was working with Meritz at the time , the company I told you about and she sent me three days after my oldest , oldest daughter was born , to hawaii , uh , to do an event on the island of lanai . Amazing , um , and it was for , uh , ac delco . Uh , what a fabulous event . It was awesome . I , my room alone , which 20 years ago was a big deal , was about two grand a night . Wow , right , I didn't have to pay for it , but I made a ton of money to go there and just talk on a mic . Uh , there are these luxury experiences . Ac delco rented out the only hotel on the island of lanai and josie produced an amazing and incredible event for that company . It was just phenomenal and that really inspired with me and really stuck with me on what these folks are actually capable of .

Scotty O'Brien 24:19

Colorado , rocky Mountain region , jackson Hole , wyoming , salt Lake City , utah , aspen these places have money . People that come to these places come because you know , hey , they can do it , number one on them and you know if they're coming to show off , you know their company wares . Well , what a better place to do it ? How to do it with creating luxury experiences . And that's something , since we know the area so very well , because I've been coming to the Rocky Mountain region since I was three months old , I mean , really I know the area and I know the people .

Scotty O'Brien 25:03

If I don't know something that do know the area and to create the area and to create , you know , really intimate , again , white glove luxury experiences for these clients . These will usually be on a smaller group side . You know 10 , 20 people to 100 , 150 people . You know three or four days in and out . You know they're not flying into DIA . These guys are , you know , flying into the smaller airports on , you know , private jets , private jet , yep , hey , these are the folks that we also want to be able to create exceptional experiences for .

Jared Judge 25:39

Oh , yeah , for sure , and what a true testament to you having done your homework , because not all events are created equal , Like there are segments within this events industry and I don't think everybody gets that . So I appreciate you kind of making that very clear from the get-go . Not a problem , Very cool . Well , we're getting close to the end of this episode . I mean you've definitely peeled back the curtain . I appreciate that . Is there anything else about Partner DMC or you and Mary and the kids that we should know that I haven't asked about ?

Scotty O'Brien 26:10

Wow , uh , you got another hour . Um , no , I mean , we're just super excited about this thing . I'm not , uh , we are adding this to the repertoire , but we're really uh I like the way to say it umbrella tizing , which is not really a word . But we're putting all of our services under one banner with partner DMC , and you know we're not going to stop doing the other services . But again , I think what's important to know , because people have asked are you stopping what you're doing ? Or , you know , are you only going to use your friends ? No , that's not the way that things are supposed to be built . I know you're all shaking your friends . No , that's not the way that things are supposed to be built . I know you're all shaking your head , but I love each and every one of you and I have a lot of love to give and a lot of great talents to give to the industry .

Scotty O'Brien 26:58

The reason I say that again is Partner DMC will be working with the best of the best , who is the best fit for the client . I'm not worried about who my buddy is when it comes time to contract for my clients . I'm worried about the person that can do the absolute best for that client out of the warehouse or the wheelhouse of the people that I know . And if we can't find it here in Denver or the Rocky Mountain region , I know a lot of people across this great nation that can come in and rock this thing and we'll bring your skills in . I mean , it's about the client experience , it's not about what we think or who's buddy buddy with . So that's kind of important to know . Um , you know again , rocky mountain region , the whole area . We're excited about that opportunity . So , uh , you know , yes , what you want to know future plans um , yeah , bro , it's gonna . You want to know Future plans ? Yeah , bro , it's going to be fun . I'm going to love this experience . It's going to be a lot of fun . I'm excited about this and speaking to people about it and education .

Scotty O'Brien 28:00

And again , it's been my dream , jared , to take events well past what we think we're capable of , you know , and really creating that wow experience . That is just mind blowing . I want people to walk out of an event or a meeting or a conference that I work on , the way that Mary and I just walked out of that Paul McCartney concert . There's nothing . How does it get better than this ? I want to see it possible . I mean , that's kind of important . So yeah , you can find us on your hyphen partner , hyphen DMC dot com . You know all the social media . I'm sure the plugs will show up . Email me , call me Carrier pigeon , whatever , I'm here to rock some stuff for you , thank you .

Jared Judge 28:50

That's awesome . Well , scotty , thanks so much for introducing us to Partner DMC and for featuring yourself and your family on the Denver NACE podcast . It is such a pleasure to have you . If any of our listeners are interested in meeting Scotty or any of our other fine NACE members by the way , nace stands for National Association for Catering Events All you got to do is go to nacedenvercom N-A-C-E denvercom and you'll find a list of our upcoming meetings , which our next ones are actually in March for the big MIC conference . Scott , are you going to be at the MIC conference ?

Scotty O'Brien 29:25

I certainly will . You know , and you know I spoke to . Can I give you one second real quick ? Sure , denver's unique folks , our , our area , Colorado , this whole thing's unique . I've traveled every city in the nation and a big plug to the MIC . Uh , this is the only organization , the only area that brings together all 18 of the different association and organizations that plan on that focus on our industry together as one . This is a very magical city and region that does

Understanding Destination Management Companies

Scotty O'Brien 30:00

that . So big applause , huge applause . I see it , this is massive and people that don't live , that live outside of this , get it . We don't get it Cause we take it for granted , cause we see it every day .

Jared Judge 30:10

Oh , yeah , for sure that's huge .

Scotty O'Brien 30:12

Awesome .

Jared Judge 30:13

Well , thanks again , scotty , and thank you to our listeners for listening . Again , check us out at nacedenvercom and hopefully we'll see you at our next NACE event . So have a great rest of your day and we'll see you soon . Recording .