Podcast
Aqua Talks
Hosted by Larry Aldrich and Mady Dudley · EN
Welcome to Aqua Talks, the podcast where marketing meets bold, game-changing ideas. From state and federal government campaigns to industries spanning the private sector, we delve into the art and science of cutting through the noise, capturing attention, and building meaningful, profitable connections. Join visionary host Larry Aldrich, with decades of expertise in multi-industry marketing, and Mady Dudley, a PR professional renowned for crafting engaging, results-driven campaigns. Together, they deliver insights that inspire and strategies that transform.
Brought to you by BrennSys Technology LLC, a Service-Disabled Veteran-Owned Small Business, Aqua Talks is your gateway to the vibrant intersection of inspiration and marketing innovation. From designing campaigns that spark adventure to providing strategic solutions for public sector clients, Aqua Talks effectively bridges the gap between storytelling brilliance and mission-critical objectives.
Whether you’re drawn to the allure of destination marketing or curious about how federal government design projects come to fruition, every episode serves as your backstage pass to uncover key industry trends and actionable insights. From unraveling AI’s role in fostering engagement and growth to understanding the complexities of collaborating with government versus private sector clients, Aqua Talks provides sharp analysis and practical takeaways.
Curious about vacation rental trends or the next big thing in eco-tourism? We’ve got you covered. Want to discover the secret to making meaningful connections with disabled veterans? Tune in for answers. Aqua Talks will also explore how to target diverse audiences, ensuring your media strategies resonate with everyone and amplify your visibility.
Whether you’re a destination marketer, government contractor, or simply passionate about the transformative power of marketing, Aqua Talks offers engaging discussions designed to inspire and inform. Welcome to the intersection of robust solutions and marketing innovation in a digital-first world.
Meet Larry Aldrich, the insightful and engaging host of Aqua Talks. With decades of experience spanning both public and private sectors, Larry brings a wealth of knowledge, sharp wit, and curiosity to every episode. His career began in the U.S. Air Force, where his discipline and innovative thinking took flight. As the CEO and founder of BrennSys Technology LLC, Larry transformed his expertise into a Service-Disabled Veteran-Owned Small Business specializing in cutting-edge marketing communications for Federal and State clients.
In 2024, he took a bold step forward, acquiring Aqua Marketing & Communications and merging the firms into a powerhouse of destination marketing and public sector solutions. Expect lively conversations, sharp insights, and plenty of actionable takeaways as Larry guides listeners through the art and science of marketing innovation.
Meet Mady Dudley, an accomplished public relation...
35episodes
Episodes
Newest firstAll episodes
Ep 45: 13 Years in the Making — Inside Tempe's Rebrand and What Comes Next
4d ago00:29:35Tap to summarizeEpisode Summary: Cristal Rodriguez, Tempe TourismLarry catches up with Cristal Rodriguez, Director of Marketing at Tempe Tourism and a recent Marketer of the Year, for a conversation that covers solo travel, a rooftop renaissance, a 13-years-in-the-making rebrand, and the slightly terrifying reality of competing with ChatGPT for "best pizza in Tempe" searches. Cristal makes a strong case that Tempe isn't trying to out-Scottsdale Scottsdale or out-Phoenix Phoenix — it's carving its own lane as the more elevated, walkable, slower-paced cousin in the metro, and that positioning is finally clicking with the solo-traveler segment they've leaned hard into.The meatier marketing conversation is about life after the big rebrand reveal. Cristal is candid that plenty of DMOs nail the launch and then coast — she's deep in phase two/three, asking what comes after awareness. She and Larry get into the intangibility problem unique to destination marketing (you can't hold the product, attribution windows are a guessing game), the AI search hit on paid performance, and why the DMO community calling each other "colleagues, not competitors" is becoming a real survival strategy. Also: tequila, jalapeño margaritas, and a half-serious threat to push Larry into a Tempe pool live on Aqua Talks.Key TakeawaysSolo travel is a serious lane, not a fringe trend. Tempe is intentionally building around what solo travelers actually want — safety, walkability, centrality, strong food and bar scenes — including dedicated solo-influencer partnerships and itinerary content built specifically for the audience.The rebrand was a two-year, all-hands-on-deck operation — and social led the launch. After 13 years untouched, the new Tempe brand kicked off on social channels first, with ads and the website rolling out in sequence. The shift in tone was POV-driven: less "things to try" and more "here's what we think you should try, and here's why."Phase two is the harder phase. Cristal flagged a pattern of DMOs nailing the rebrand reveal and then losing momentum. Tempe's current focus is sustaining post-launch energy and moving past awareness into deeper engagement — modeled in part on Visit Philly and LA, who keep pushing forward.The Canada case study Cristal can't stop watching. Canada's destination work that leans into the faults (yes, it's cold; yes, sometimes there's nothing to do) is, in her view, one of the smartest contrarian plays in destination marketing right now — and the metrics back it up.Positioning by contrast, not competition. Tempe sits intentionally between Scottsdale (luxury/spa/golf) and Phoenix (urban/fast-paced) and leans into being neither — slower, more elevated, off the beaten path. The DMOs in metro Phoenix actively collaborate rather than compete, sharing tactical intel as the AI-search landscape shifts under them.AI is rewriting the paid playbook in real time. Tempe's paid search took a hit last year as more travel research moves to ChatGPT and similar tools. Cristal's response: tighter cross-DMO collaboration to share what's working, faster pivoting, and accepting that the rules are getting rewritten week to week.Destination marketing's measurement problem is real. With no physical product to point at and attribution windows that can stretch six months, DMOs are forced to lean harder on data and analytics than almost any other marketing discipline — while accepting they'll never quite know which billboard sealed the deal.The ASU narrative is a gift and a curse. Tempe Tourism is actively working to reframe outsider perception of Tempe as a "college town" — particularly intra-state, where Phoenix, Tucson, and Flagstaff residents may not have visited since their own ASU days. The city has matured. The marketing is working to catch the audience up.
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Ep 44: Beyond Heads in Beds — Turning Geolocation Data Into Real ROI
2w ago00:29:32Tap to summarizeLarry sits down with Daniel Horsch, Senior Sales Director at Azira, for a wide-ranging conversation about what data can actually do for destination marketers when you stop chasing impressions and start asking better questions. Daniel describes Azira as "the Swiss" of the data world — neutral, flexible, and plugged in across channel partners, agencies, and direct clients — with geolocation data that's universal enough to translate across verticals but laser-focused on travel and hospitality.The bigger thread here is intentionality. Daniel makes the case that DMOs are getting pulled past the old "heads in beds" scoreboard and into harder questions: Are visitors actually shopping? Eating? Staying longer? Coming back? He shares a sharp example from his pre-Azira days running marketing for a DFW destination, where data showed a nearby high-affinity market was only staying 1.5 days — prompting a budget reallocation to longer-stay markets that drove real economic lift. He and Larry also riff on the realities of AI as a "coworker, not a captain," the death of analysis paralysis, and why no Zoom call will ever replace a real conversation at an event.Key TakeawaysGeolocation data goes way beyond "did they see the ad." Azira's value sits in tying media exposure to actual in-market behavior — restaurants, shops, attractions, length of stay — which is exactly the proof point stakeholders are demanding from DMOs right now.Set the attribution expectation up front. A 30–60 day window for awareness campaigns vs. an immediate-return event-ticketing campaign are wildly different conversations. Daniel's first move with any partner is aligning on what "success" actually means before the first dollar runs.Polygon-and-pivot for fly markets. For destinations served by multiple airports, Azira polygons each airport to surface the real visitor makeup, then layers in where those flyers also travel — which surfaces both lookalike opportunities and net-new visitor pools competitors are already winning.Reallocate against length-of-stay, not just affinity. Daniel's DFW war story is a great reminder: a market that loves you but only stays 1.5 days may be costing you more than it's worth. Move that budget to 2–3 night markets and the downstream economic impact compounds.AI's biggest unlock for non-analysts is prompt-driven sense-making. Daniel is candid that he's "not a data analyst," but using AI to interrogate raw data sets has killed his analysis paralysis and given him real confidence walking into partner conversations. (Bonus: he and Larry agree AI is a coworker, not the boss.)The standout case study — turn a red-eye observation into 2,000+ visits. On a late arrival into Chicago, Daniel skipped the Uber, took the Metro, and spotted Fort Worth out-of-home placements (an existing Azira partner). He pitched a geofence layered on top of the existing OOH buy — capturing Metro riders at the station, then re-engaging them at work and home. The result: 2,000+ measured Chicago-origin visits to Fort Worth from a strategy that complemented (rather than replaced) what was already running.Relationships are still the platform. Both agreed: events like Etourism and Destinations International aren't networking nice-to-haves — they're where the real partnerships actually start, and where AI-era trust gets built face-to-face
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Ep 43: The Partnership Playbook — How Small DMOs Punch Above Their Weight
3w ago00:22:33Tap to summarizeEpisode Summary: Ladona Weathers, Visit Table Rock LakeLarry catches up with Ladona Weathers from Visit Table Rock Lake — a marketing department of one running point for an 800-mile shoreline tucked into southwest Missouri (yes, more shoreline than California, and no, you can't drive around it). Ladona makes the case that small DMOs don't have to play small: her org consistently posts top-in-the-state ROI by leaning hard into partnerships, especially co-op work with Silver Dollar City, the wildly popular 1880s theme park right next door.The bigger conversation is about how authenticity is winning right now. With AI flooding travel research, Ladona argues storytelling from real owners and real visitors is what actually moves the needle — and that goes for influencer strategy too, where micro-influencers and unpolished voices are outperforming the trying-too-hard crowd. She also gets candid about the challenges nobody's talking about, like aging post-COVID resort inventory and the tricky dance of measured growth in a destination that exploded during the pandemic.In This Episode00:06 - Introduction to Aqua Talks04:03 - Exploring Table Rock Lake and Silver Dollar City08:19 - Exploring Missouri's Caves11:01 - Influencer Marketing and Authenticity in Destination Marketing17:00 - Challenges in Tourism: Aging Resorts and Visitor ExpectationsKey Takeaways:Partnerships are the small-DMO superpower. Ladona's co-op with Silver Dollar City matched a surprise state tourism allocation and unlocked tactics (like podcast advertising) the budget couldn't normally support — driving measurable lift in county tax revenue.One org, three hats. Visit Table Rock Lake operates as the chamber, the DMO, and the economic development arm — a structure that makes stakeholder alignment dramatically easier than the typical siloed setup.Authenticity beats polish in influencer marketing. For a Midwestern drive-to market, audiences sniff out "trying to be an influencer" instantly. A single micro-influencer from Omaha pushed that city into their top 10 visitation markets within six months.AI is making real storytelling more valuable, not less. As travel planners get more LLM-generated content, firsthand voices from local operators and mom-and-pops cut through harder than ever.Sports-adjacent is a real positioning lane. Bass fishing, wake surfing, and lake sports don't fit traditional sports marketing, but partnering northward with Springfield (Cardinals minor league, indoor arena football) creates legit cross-promotion plays.The challenge nobody's discussing: aging lodging stock. Resorts built around the 1950s damming of the White River are turning over post-COVID, and today's visitor wants experience or a touch of luxury — not just "cheapest place on the lake."Measured growth > viral growth. After a COVID-era explosion, Table Rock is intentionally pacing itself to protect the environment that makes the destination work in the first place.
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Ep42 - Veteran Outreach That Works: From Awareness to Action
Apr 2100:19:49Tap to summarizeIn this episode of Aqua Talks, Larry Aldrich and Mady Dudley explore the role of marketing in veteran outreach and why connecting veterans to resources is both a responsibility and a strategic challenge. Drawing from Larry’s firsthand experience, the conversation highlights the gaps many veterans face when transitioning to civilian life—particularly around awareness of healthcare, education, and employment benefits available through the VA and related programs.The episode also breaks down how effective outreach is measured, not by profit, but by engagement—more veterans accessing websites, attending events, and utilizing services. From certifications and small business support to building trust and increasing participation, the discussion reinforces that successful veteran outreach requires clear communication, consistent engagement, and a mission-first mindset focused on serviceIN THIS EPISODE:00:06 - Introduction to Aqua Talks01:10 - Introduction to Veteran Outreach08:39 - Transitioning from Military to Civilian Life12:13 - Leadership and Veteran Outreach17:52 - Exploring Veteran OutreachKEY TAKEAWAYS:Aqua Talks presents a platform for exploring innovative marketing strategies that resonate with audiences.Veteran outreach is essential for informing veterans about their benefits and available resources.Successful veteran outreach is measured by increased engagement and trust in the VA and its services.Being a certified veteran-owned business can significantly enhance opportunities for federal and state contracts.Understanding the transition from military to civilian life is critical for veterans seeking employment or business opportunities.Consistent communication and outreach efforts are vital to ensuring veterans are aware of and accessing their benefits.
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Ep 41 - From Hidden Gem to High Demand: How Influencer Strategy Is Driving PGEB’s Growth
Apr 1400:18:29Tap to summarizeIn this episode of Aqua Talks, Larry Aldrich and Mady Dudley break down how modern destination marketing is evolving—especially through influencer strategy and targeted audience growth. They highlight how travelers now rely heavily on social platforms for inspiration, making influencers a key driver of awareness and visitation rather than just a branding tactic.Using Punta Gorda/Englewood Beach (PGEB) as a case study, the conversation explores how Aqua strategically partners with influencers from specific feeder markets (like Chicago) to drive measurable travel demand. The episode also touches on broader trends like wellness travel and food-driven tourism, and how campaigns like “Pure Florida Flavor Coast” help position PGEB as a unique, experience-focused destination.IN THIS EPISODE:00:06 - Introduction to Aqua Talks01:13 - Exploring Wellness Trends in PR04:32 - Exploring Wellness Retreats08:58 - The Importance of Influencer Marketing in Destination Promotion14:03 - Exploring the Hidden Gems of Punta Gorda and Englewood Beach17:15 - Celebrating Culinary ExcellenceKEY TAKEAWAYS:This podcast episode delves into the innovative marketing strategies employed for Punta Gorda and Englewood Beach, demonstrating the importance of destination promotion.Listeners will learn about the role of influencers in enhancing destination visibility and attracting diverse visitor demographics.The hosts share insights on the Pure Florida Flavor Coast campaign, which highlights local culinary experiences and unique small businesses.The discussion emphasizes the significance of outdoor activities and natural beauty in promoting Punta Gorda and Englewood Beach as a travel destination.The episode explores the value of integrated marketing approaches in public relations, particularly in tourism marketing.The hosts reflect on their experiences and successes in destination marketing, providing practical insights for marketers and PR professionals.
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Ep 40 - Face-to-Face Connections: The Future of Public Relations
Apr 700:58:04Tap to summarizeIn this episode, Larry and Mady sit down with Dr. Mimi Perreault, Assistant Professor of Public Relations and Mass Communications at the University of South Florida, for a wide-ranging conversation about crisis communication — and what we keep getting wrong.Mimi draws on her background as a former journalist and PR pro to make the case for getting back to basics: face-to-face connection, authentic messaging, and knowing your audience well before a crisis ever hits. She talks through the real challenges of information fatigue, why social media is a niche tool — not a mass communication one — and how local journalism still plays an irreplaceable role when things go sideways.The conversation covers long-term recovery storytelling, a sharp look at when brands cross the line from helpful to opportunistic after a disaster, and hard-won lessons from the pandemic. Mimi also shares a standout case study about a North Carolina sheriff who called out misinformation head-on after Hurricane Helene — and why it worked.Oh, and Larry admits he'd be the first one running if aliens landed.If you work in marketing, PR, or communications — especially with destinations, airports, or community-facing brands — this one's packed with practical insight.IN THIS EPISODE:00:07 - Introduction to Aqua Talks02:39 - The Importance of Personal Connections in Public Relations10:41 - Disaster Preparedness and Communication17:37 - Crisis Communication and Preparedness35:19 - Crisis Communication and Community Resilience40:54 - The Impact of Empathy in Crisis Communication46:11 - Communicating with Aliens: A New Era of Crisis Management53:31 - The Role of Influencers in Crisis CommunicationKEY TAKEAWAYS:The discussion highlights the transformative power of marketing in establishing meaningful connections with audiences.Emphasis was placed on the importance of returning to fundamental communication practices post-pandemic, particularly face-to-face interactions.Public relations professionals are increasingly recognizing the necessity of balancing technology use with personal engagement to foster relationships.The episode underscores the significance of disaster preparedness communication and the necessity for individuals to be informed about risks in their environments.ABOUT THE GUEST:Dr. Mimi Perreault (LinkedIn)Dr. Mimi Perreault is an Assistant Professor of Media and Communications with a focus on public relations, journalism, and communications research and teaching. She brings a well-rounded background to the classroom and beyond, with hands-on experience as a writer, editor, and layout designer across print, broadcast, and digital platforms. Whether she's behind a camera, coordinating a team, or managing an event, Dr. Perreault combines academic depth with real-world communications versatility.
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Ep 39 - Case Study: Elevating Veteran Engagement in Marketing
Mar 2400:24:12Tap to summarizeThis podcast episode speaks to the intricate dynamics of marketing strategies, particularly as they pertain to the Veterans Experience Office (VEO) and its outreach initiatives. Co-hosts Mady Dudley and Larry Aldrich delve into the significance of effective communication in bridging the gap between veterans and the myriad services offered by the VA. We explore the evolution of our collaborative efforts in enhancing public trust and the pivotal role of data visualization in decision-making processes. Through our discussion, we seek to illuminate the importance of scalable creative infrastructure within the context of federal marketing endeavors. Join us as we unpack these profound insights and share actionable strategies aimed at fostering meaningful connections with our audience.IN THIS EPISODE00:06 - Introduction to Aqua Talks01:29 - Exploring Sauna Tourism and Fitness Trends06:53 - Transitioning to Veteran Outreach17:42 - Building Trust in Long-Term Contracts22:28 - Impactful Outreach: Helping Veterans
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Ep 38 - Innovative Trends in Federal Marketing and Communications
Mar 1700:29:05Tap to summarizeThis episode of Aqua Talks centers around the imperative of adapting marketing strategies to meet the evolving needs of federal and local agencies. Our esteemed guest, Brandon Nickerson, Director of Federal Business Development at Sinclair Inc., engages in a comprehensive discussion about the recent trends in government budget priorities and the significant role of emerging technologies such as artificial intelligence and robotics in recruitment efforts. He elaborates on how Sinclair is uniquely positioned to bridge the gap between local insights and federal outreach, ensuring that marketing campaigns resonate effectively with target audiences. We delve into the innovative solutions Sinclair is implementing to enhance engagement and foster meaningful connections in a rapidly changing landscape. Join us as we unpack these vital topics, providing you with actionable insights to enhance your marketing endeavors.IN THIS EPISODE:00:07 - Introduction to Aqua Talks01:46 - Exploring Industry Trends and Challenges09:50 - Transitioning from Local to Federal Marketing Strategies14:50 - Emerging Strategies in Federal Marketing25:26 - Transition to Amazing America 250 ProgramKEY TAKEAWAYS:The discussion emphasizes the critical importance of adapting marketing strategies to align with emerging industry trends and audience preferences.Brandon Nickerson elaborates on Sinclair's innovative approach to federal business development and their strategic partnerships aimed at enhancing recruitment efforts.The podcast highlights the significance of utilizing local knowledge and tailored marketing strategies to effectively address community-specific needs and challenges.Listeners are introduced to Sinclair's new initiatives, including the America 250 campaign, aimed at fostering nationwide engagement through custom content and localized outreach.The conversation reveals the pivotal role of advanced technology and data analytics in shaping contemporary marketing strategies within the federal government landscape.
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Ep 37 - The Evolution of Consumer Trust in the Age of Technology w/Howard Koval
Mar 1000:29:39Tap to summarizeToday's discussion revolves around the critical importance of consumer trust in the rapidly advancing realm of technology, particularly with the integration of artificial intelligence in marketing strategies. We are joined by Howard Koval, Executive Vice President of Strategy and Business Development with TravelSpike, as we delve into the intricate relationship between technological adoption and the necessity for brands to cultivate trust among their audiences. Moreover, we examine the evolving landscape of marketing, where experiential content and data-driven strategies are becoming paramount for effectively engaging potential travelers. Our dialogue underscores the significance of leveraging insights derived from comprehensive data analysis to inform decision-making processes, thereby enhancing marketing efficacy. We invite you to join us in exploring these transformative ideas that are shaping the future of marketing and consumer engagement.IN THIS EPISODE:00:07 - Introduction to Aqua Talks07:51 - The Evolution of Digital Marketing11:59 - The Shift to Content-Driven Marketing19:11 - Emerging Trends in CTV Advertising28:32 - Transitioning to New StrategiesTAKEAWAYS:In the evolving landscape of marketing, establishing consumer trust remains a paramount challenge, especially with the rise of AI technologies.The importance of data in marketing cannot be overstated, as it serves as the currency that dictates strategic decision-making processes.Engaging audiences through emotional storytelling, particularly in the context of sports, fosters deeper connections and enhances brand visibility.As destinations adapt to the digital age, the creation of compelling, fresh content is essential to maintain audience engagement and relevance.ABOUT THE GUEST:Howard Koval - Executive Vice President, TravelSpikeHoward Koval (LinkedIn)Howard Koval is Executive Vice President at TravelSpike and a respected voice in travel and tourism marketing, with more than 30 years of experience helping revolutionize the travel industry through data-driven strategy, personalization, and advanced media. He specializes in applying audience intelligence and identity-based solutions to better understand and influence traveler behavior. A frequent speaker at industry conferences, Howard shares insights on AI, connected TV, and the evolving traveler journey. His work focuses on helping tourism organizations adapt to changing consumer expectations and drive sustainable demand through smarter use of technology and data.
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Ep 36: Innovative Strategies for Engaging Veterans: The About Face Case Study
Feb 1700:33:53Tap to summarizeThe central theme of this podcast episode revolves around the About Face program, a vital initiative aimed at assisting veterans grappling with Post-Traumatic Stress Disorder (PTSD). As we engage in a comprehensive dialogue, hosts Larry Aldrich and Mady Dudley delve into the intricacies of this program, highlighting its significance in providing veterans with a platform to share their experiences and access much-needed resources. The discussion further explores the challenges and triumphs associated with the management of the About Face website, which serves as a documentary hub for veterans to recount their personal narratives. We emphasize the importance of approaching this sensitive subject with care and respect, ensuring that the voices of veterans are not only heard but valued. Ultimately, this episode serves to illuminate the broader implications of marketing communications within the federal space, particularly in fostering connections with those who have served our nation.IN THIS EPISODE:00:07 - Introduction to Aqua Talks03:10 - Transitioning to AI in Federal Government11:51 - Approaching Veterans with Care and Understanding16:47 - Understanding the Importance of Veteran Support Programs21:03 - Understanding the About Face Program and VA Partnerships32:30 - Transitioning to Federal Outreach and EAC Public RelationsTAKEAWAYS:The Aqua Talks podcast serves as a platform for innovative marketing discussions, emphasizing the importance of making meaningful connections with audiences.Hosts Larry Aldrich and Mady Dudley delve into the unique challenges of marketing for federal agencies, particularly in relation to veterans' issues.The About Face program is pivotal in providing support for veterans dealing with PTSD, showcasing the importance of personal narratives in healing.Adapting to change within the federal landscape requires continuous learning and adaptation, fostering resilience within organizations.Utilizing AI tools has become essential for maintaining competitiveness in the evolving market of marketing and communications.The podcast highlights the emotional weight of working on veteran-related projects, emphasizing the necessity of delicacy and respect in outreach efforts.
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