For, as we’ve seen in too many cases in a bad economy, government can’t be counted upon to understand ROI or intent of pre-existing legislation. What they can be counted upon to do is be mindlessly expedient with their budgetary decisions so as not to enrage special interests that vote. And, the visitor industry tends not to vote.

Smart DMOs are diversifying revenue streams...and are increasingly finding smart corporations that see the value of a well executed destination marketing effort. One of the most impressive is Proctor & Gamble’s over $1 million investment in Dan Lincoln’s Greater Cincinnati CVB and the Regional Marketing Partnership. P&G knows that the Bureau can have a significant influence on the brand identity of the community. And that’s so important to a company attempting to lure the best and brightest young talent to the region.

But, over the past few weeks, we’ve seen a growing number of investments into DMOs from companies that realize that their promotion agencies are struggling under old funding models. While White Lodging pays its fair share of room taxes to the Indianapolis CVA, founder Dean White plans to invest an additional $5.4 million over the next three years to make the agency even more competitive. And in Ohio, a casino operator that won’t open until 2012 has pledged $300,000 ($90,000 this year) to Destination Toledo.

I’m writing this at 37,000 feet and can’t call Dan, Don and Dave to get the inside story on just how they achieved these partnerships. But, there’s little doubt that it’s because they, like so many of us, are developing stories that resonate. And, I so believe this is the future of the relevant DMO.

Like the new video from the South Shore Convention & Visitors Authority. It’s not as if the former Lake County CVB hasn’t been making the case for years (its “We Promote Like Nobody Else” Tourism Week ad was a classic in the old IACVB Idea Fair days). But, in this video age, South Shore CEO Spero Batistatos and his crew have delivered a stunning gem that weaves the importance of the visitor economy as an integral and complimentary component of the broader regional economy and Quality of Life.

This video ranks right up there with the handful that have actually nailed the concept...and its “no edit” style serves to hold the viewer’s attention to see how long they can pull it off. Spero said that it only took four takes after they figured out how to mount the camera on a pick-up and not leave tire tracks in the sand. And everyone you see in the video is from the South Shore CVA. Very cool.

Bravo to a great concept, masterfully executed.