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Local tourism and senior support part of his platform “I would like to see the tourism industry in District 6 thrive again,” he said, noting how Daytona Beach is an economic engine for the community. “At one point in time, we were the most famous beach in the world,” he said, but a failure to invest locally contributed to the destination becoming a tourism laggard. “When you look at the investments that places like Myrtle Beach [South Carolina] have made, like the approaches to their tourism areas, we’re at a disadvantage. People drive [Daytona’s U.S. Route 92] from the airport to the beach, and it’s a concrete canyon. We need to make Daytona more attractive to tourists.” At the beginning of May, Summit Hospitality Management Group celebrated the opening of the Hard Rock Hotel Daytona Beach, which included a $40 million renovation of the former Desert Inn hotel, which Trip Advisor once rated as one of the dirtiest hotels in the U.S. “We’re on an upturn. I want to see us continue that because I know how much tourism can help a community prosper,” Upchurch said. While the tourism economy is important, the difficulty senior citizens have trying to afford living in the area is also high on his platform.
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We asked Sinem to provide some tips on how her fellow advisors can develop a solid social media presence for themselves: While many social media experts may stress the importance of long-term strategy as the key to a successful social presence, this social media guru believes that building your brand awareness should come first. “Your real goal should be to have a clear vision of what your identity is, and then push out content that best reflects that identity,” says Sinem, whose Instagram and Facebook posts portray an elegant and enviable luxury lifestyle to travellers that is, with her help, easily attainable. The travel agency owner also cautions against falling into the trap of overthinking one’s social media approach – a common misstep for entrepreneurs who are new to the practice. “If your posts are consistent, and authentically represent your brand, then people who are looking for the kinds of travel experiences you’re sharing will find you – and engage with you.” Sinem doesn’t mind admitting it: despite its growing popularity as a medium, she doesn’t post social media videos on her Instagram page. “When it comes to my brand, a photo can speak to the charm and character of a location or a place or experience well enough on its own,” she shares, adding that she doesn’t have the time or resources to create videos that are as polished as her brand requires. “Videos are great when they’re done right, but it takes a lot of time and thought to put together a good video that will attract viewers.” Social media marketing trends are constantly evolving, she says, and utilizing the latest trends isn’t as important as ensuring your brand is consistent. While Sinem understands the temptation to try and attract as many followers as possible to your social pages, she also knows that quality over quantity is the key to longevity. “You don’t just want a lot of followers,” she explains, pointing out that if you only focus on gaining new followers, you’re probably not maintaining the ones you have. “You want loyal followers.” Sinem suggests using social media to better acquaint yourself with the interests of your current clients. A client who regularly posts about their weekend wine tastings, for example, will certainly appreciate you adding a vineyard tour to their Europe vacation itinerary.
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