Member-only story
Serwach Portfolio
Rock Solid growth starts with Story + Gifts = Mission
Specialty: Destination marketing and strengthening stories to build brands, teams and causes. The essential question is always “Why?”
Believe it or not: My first boss asked, “How would you like to work at the beach?” I’d never even heard of his town at the time. But he made the case and the day after graduating from Michigan State, we moved to Myrtle Beach, South Carolina to cover the booming tourism town.
Myrtle Beach has been a “second home town” ever since and The Wall Street Journal recently reported, “Older Americans Are Moving to Myrtle Beach Faster Than Anywhere Else.”
One thing leads to another: My Myrtle Beach experience helped me become editor for Arthur Andersen’s Lodging, Hospitality and Tourism practice, which inspired my University of Michigan work building a new destination brand, the University Research Corridor. My URC work led me to Pure Michigan.
For every project ever since, the main goal has been answering the essential “Why” questions, building convincing cases for choosing one place or activity over all other options. Some work samples:
