The Syracuse native prioritizes local business, community through a travel blog

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When Danielle Benjamin moved to Australia to pursue her master’s degree in 2017, she needed a way to keep her family and friends updated on her travels. Instead of a big group chat or a long email thread, Benjamin started a blog.

After returning to the US after completing her degree, Benjamin began working in International Studies at Syracuse University. Her students often came to SU from major international cities, and started off thinking there was nothing to do around campus. But Benjamin, a Syracuse native, wanted to correct that misconception. To build a network of local activities, events and things to do, Benjamin turned to blogging.

“Don’t say there is nothing to be done,” Benjamin said. “There’s so much to do in the area, and whatever you like, you can always find something.”

Benjamin’s blog, Wandercuse, focuses on travel, food and activities in the Central and Upstate New York regions, with a particular emphasis on Syracuse. With Wandercuse, Benjamin strives to share her passion for local activities and businesses with her readers.

Several years ago, Benjamin decided to turn Wandercuse into a business. Since the start of the Covid-19 pandemic, Benjamin has transitioned into self-employment, working on her blog and freelance writing and social media work.

“One of the reasons I wanted to turn it into a business was because I realized how much I love to work,” Benjamin said. “I love sharing stories. I love learning more about the history of the area. I love trying new places, meeting new people and sharing the stories, and I throw in things locally and occasionally that don’t exist in Syracuse.”

The blog’s focus is naturally on the Central New York region, Benjamin said. During the pandemic, she wanted to show that there were outdoor activities that people could participate in in their area. She noticed that her local posts got more engagement and got content ideas from local tourism boards.

As Benjamin travels both domestically and abroad, she often writes blog posts and travel guides about her destinations. Ultimately, her favorite content focuses on local tourism.

“I love upstate New York so much, I feel like that’s stupid,” Benjamin said. But I love where I’m from, and I think there’s a lot to do that people don’t always realize.

Although Benjamin makes money from her blog through affiliate income, ad revenue, and sponsored posts, she wanted a more manageable and engaging income stream. That goal led her to develop the Wandercuse Passport — a plastic $20 “punchcard” that offers one-time discount codes at 18 local businesses and activities during the 2023 calendar year.

Benjamin hopes the passport, which features a variety of locations from a chocolate shop to the Erie Canal Museum, will help promote and drive relationships with local businesses. When she set out to create the program, she established relationships with many local business owners through blog content she had already created. She says that both businesses she has and those she has not worked with have been eager to participate and have seen how universally beneficial it is.

Following the success of the Syracuse-based blog Wandercuse, Danielle Benjamin created the Wandercuse Passport. The card offers one-time discount codes for local businesses and activities in 2023. Meghan Hendricks | Photo editor

When Benjamin first approached Sarah Simile, owner of local cheese shop The Curd Nerd, Simile knew she wanted to be in the passport. After joining, Simele noticed new customers coming in because of the Passport card. Carissa Monahan, co-owner and operator of local craft beer store Branching Out Bottle Shop, shared Simiel’s excitement at how the project will help local businesses.

“Once you open a small business, you see how many small businesses there are, but how often they are covered by large companies,” Monahan said.

The Passport also benefits from local businesses and Benjamin’s blog. With every card purchase, Benjamin donates 10% of profits to the Suicide Prevention Foundation of America.

Benjamin has big plans for the future passport. She’ll host a launch party in early May, and is currently working on special discounts for cardholders so the Passport continues to engage the community even after someone has used up all the offers. Benjamin hopes to continue issuing new Wandercuse passports each year.

“I think the best way to create a business community that you want to be a part of is to support a growing business community,” Simile said. “As small businesses in Syracuse, if none of us are doing well, we’re not doing well.