40: Are We Measuring What Matters? (Jim Harenchar)

In Episode 40, Stuart Butler and Adam Stoker welcome Jim Harenchar, President of RMG USA, for a deep (and at times spicy) conversation on marketing attribution, ROI, and the complicated relationship between DMOs, agencies, and vendors. What starts as golf banter quickly tees off into a much larger dialogue about how—and whether—the travel industry is measuring what truly matters. From changing consumer behaviors to the dangers of over-attributing performance to the wrong channels, this episode challenges long-held assumptions and makes the case for smarter, more collaborative, and more nuanced measurement.

Topics Covered:
 • Golf as a growth engine: post-COVID trends, off-course vs. on-course participation, and product development opportunities
 • Why DMOs need to adapt to shifting demographics and behaviors
 • The problem with vanity metrics, over-attribution, and last-click bias
 • ROI vs. awareness: why both matter but need different yardsticks
 • Challenges with funding models, resource constraints, and vendor overload
 • Agency dynamics, incentive misalignment, and the role of experimentation budgets
 • A call for industry-wide frameworks and shared measurement models

Notable Quotes:
 • “You wouldn’t measure success for hunting the same way you’d measure success for farming.” – Stuart
 • “Sometimes we’re not promoting golf—we’re promoting a bad golf experience.” – Adam
 • “If we continue to do the same things, expecting the same results, we’re fooling ourselves.” – Stuart
 • “Awareness is valuable. Without it, no one can transact with you.” – Adam
 • “Let’s stop selling silver bullets and start selling collaboration.” – Stuart

Next Up:
Stuart and Adam will be live at ESTO—bring your questions, your hot takes, and your love for the Stu’s News jingle. Yes, there might be swag.