Lou McErlean developed a business development plan to increase revenue from Destination Marketing Organizations (DMOs). The plan packaged an array of software and services into a holistic "Destination Business System" solution. It positioned this solution as addressing DMOs' pain of disparate solutions and vision of an integrated provider. This increased average revenue per customer by 766% and annual recurring revenues from $400,000 to $5,000,000, making it the DMO industry standard.