Where do the stories come from?

Ideas for my stories are birthed from an unpredictable algorithm of curiosity, public interest, and outreach from partners in the tourism industry.  Looking back at the first part of this year, you can see this in action.

Learning about non-boozy booze with Angela Hansen at Mocktails.

CURIOSITY: 
On rare date night, Mrs Esrock and I took an amble down Commercial Drive in Vancouver, strolling past a store that had just opened for business.  It was called Mocktails, and billed itself as the city’s first alcohol-free liquor store.  Between the craft beer, wineries, cocktails and distilleries, alcohol is firmly entrenched in the world of tourism, long associated with good times and fine living.   The dark side of it is well, kept in the dark:  alcoholism, drunk driving, binge drinking, the horrific impact of alcohol on social violence and domestic abuse.  You just don’t see this stuff in the tourism brochures.   With a precipitous (and one might argue encouraging) decline in alcohol consumption among younger generations, non-alcoholic cocktails, beers and wines are increasingly showing up on drink menus.  Here is a non-boozy booze store founded by a passionate advocate for the cause, spearheading a taste revolution as producers up their game to cater to a growing market.   The story I wrote for Canadian Geographic – Canada’s Non-Alcoholic Revolution – went down smooth and easy, and picked up writing awards in the Food and Wine Category from both the Society of American Travel Writers and the Travel Media Association of Canada.  Added to previous awards from both professional associations for Family Travel, Service Feature the Lowell Thomas Gold Medal for Best Blog (a Lowell Thomas is one of the highest accolades one can receive in my profession), it’s inspiring to know my stories can make a difference with both readers and industry.

Storytelling on stage at a CIBC Wood Gundy Client Event, Spring 2025

PUBLIC INTEREST
Have you ever rented a houseboat down the Rideau Canal?   At the end of my travel talks at client events for Canada’s best wealth advisors, the floor opens up for a Q&A.  Sometimes the questions are practical: “Can you recommend a great place to stay in Portugal?”   Sometimes it’s life coaching: “My wife and I are looking for an adventure but nothing too crazy, do you think we should do it?”   Sometimes it’s travel advice: “Do you have any packing tips?”  And sometimes, it’s a lead I that inspires me to chase it down, like: “Have you ever rented a houseboat down the Rideau Canal?”   From an idea or suggestion to actually getting there and publishing a story usually takes a few years.  Many stars have to align, like calendars, marketing plans, editorial schedules, and partner interest.  Houseboating down the Rideau took a few years before it all came together, but unfortunately it was too late to include in the third edition of The Great Canadian Bucket List out later this year.  As a multi-generational discovery of southern Ontario and Canadian lore, the story –  Exploring Ontario’s historic Rideau Canal by houseboat: A scenic journey through Canadian history – sparked tremendous interest online, becoming the top story at Canadian Geographic Travel.   

PARTNER OUTREACH
Every day, I receive press releases about destination marketing initiatives, activities, hotels, and news from across the domestic and international tourism industry.  Travel media is the megaphone for an industry that generates 10% of global GDP (a staggering US$10.9 trillion) and accounts for an estimated 357 million jobs (source: WTTC).   You might have an incredible city, restaurant or cruise ship, but that doesn’t mean much if people don’t know about it.  Billions are spent on advertising, but until the day our AI Overlords usher us into Extraction Pods to harvest our energy (source: The Matrix), the most powerful form of advertising will always be compelling and authentic storytelling.  Outlets include print, broadcast and social media, and for me personally, have transitioned from newspaper columns to digital columns, and lately the stage.  All my platforms are hungry for content and I serve as a filter for peak travel experiences that capture the imagination.  A perfect example:   Cruising down the Nile with the kids, or hiking in comfort in the Australian outback, or snowmobiling in Ontario or kayaking under the stars in New Brunswick’s Hopewell Rocks.   I also love shining a light on innovations, like the fastest growing indoor recreational activity in North America (born in Winnipeg) and how the best travel can be inspiring, quirky, and inclusive.  None of the stories above would have happened if hard-working pros in the PR game hadn’t brought them to my attention, so that I could bring it to yours.

​NEW VIDEOS:
 
I often film and edit videos to accompany my written stories, building a visual repertoire of my most memorable bucket list experiences.  Although my videos have over a million views, I don’t consider myself a hardworking Youtuber, working the algorithm to maximize eyeballs.  Kudos to them, it’s a ton of work few can appreciate behind the scenes.  Hell, it’s a ton of work just making a video.    Since my first Youtube clip 20 years ago (called Something to Make You Dream), I’ve continued to produce punchy montage videos soundtracked to the songs I love.   Occasionally, I'll get help from friends, like award-winning photographer Jeff Topham.    Here’s some fun recent videos you might have missed.