A Sustainable Future: Social Responsibility & the Role of DMOs
As travel customers gain a greater understanding and affinity for being socially responsible, the destination marketing industry is working to define the role of DMOs in this movement.  Without duplicating efforts of other organizations, DMAI and members are identifying best practices for being a social responsible DMO. This session will provide examples that apply to sustainable destination practices, workplace diversity, and more.
Sponsor: TriNET HR Corporation
Maureen O'Crowley, senior director, marketing & conventions, Seoul Tourism Organization; Jeff Miller, president & CEO, Travel Portland; Christopher Spyridon, president, Nashville CVB; Steve Moore, president & CEO, Greater Phoenix CVB; Moderator: Jonathan Day, assistant professor, hospitality & tourism management, Purdue University

Culture as a Key Economic Driver
Arts, culture and heritage activities can be a key factor in destination positioning. Leveraged properly, they reinforce and broaden a destination’s positive image among residents and visitors. In this session, experts discuss how DMOs and cultural/heritage organizations partner to capitalize on funding and grassroots lobbying efforts. Learn from cities that promote their "cultural" destination to residents, visitors, travel trade professionals and journalists who serve as a voice to the arts community.
Sponsor: American Express
Matthew Carter, vice president, music, arts & culture, executive director, Music Crossroads, Indianapolis CVA; Randy Cohen, vice president of local arts advancement, Americans for the Arts; Dan Fenton , CEO, Team San Jose, 2009-2010 DMAI Board Chair; Lisa Hasenbalg, director of arts & culture marketing, San Francisco CVB; Moderator: E'Vonne Coleman-Cook, vice president, marketing resources support, Durham CVB

Communicating the Value & Impact of DMOs
Traditional DMO funding sources continue to be threatened, in most cases due to non-industry stakeholders laying claim to increasingly scarce resources. This session will feature dialogue by destination professionals recommending partnerships, best practices, and resources to communicate the value and impact of the DMO and travel to the DMO’s leadership, stakeholders, and community.
Sponsor: American Express
Gary Sain, CTC, CHME, president & CEO, Orlando/Orange County CVB, Inc; Richard Scharf, president & CEO, VISIT DENVER; Michelle Lintz, executive director, Rapid City CVB; Paul McCallum, executive director, Grapevine CVB

Technology Investments
With customers rapidly adapting to new technology, it remains critical that DMOs continually evaluate their investment in technology. This session will feature destination professionals discussing technology issues and best practice in a “language” everyone can understand! Topics will include customer relationship management, booking engines, empowerMINT.com, social media, online learning and more.
Sponsor: Travelzoo
Maura Gast, FCDME, executive director, Irving CVB, 2009-2010 DMAI Immediate Past Board Chair; Martha Sheridan, CMP, president & CEO, Providence Warwick CVB; Richard Vaughan, CDME, CTA, senior vice president, sales & marketing, Metro Tucson CVB; Shelley Piraino, internet marketing manager, Alabama Gulf Coast CVB; Moderator: Bill Geist, president, Zeitgeist Consulting

Fundamentals of Destination Management & Marketing - PDM Course
This course is highly recommended for newer members and PDM candidates. It provides important information and interactive discussion on DMOs, the practice of destination management/marketing and DMAI membership and education benefit opportunities. This course is a great introduction to the profession.  Participants receive the textbook Fundamentals of Destination Management & Marketing; an additional US$75 fee applies.
Jack Wert, FCDME, executive director, Naples, Marco Island, Everglades CVB; Fran Bolson, CDME, Chicago, Illinois

Going Mobile: Should I have an App for That? (TH101)
The world is going mobile; make sure your DMO is ready to communicate with this on-the-move audience. What are data plans and why do they matter? Does your destination need a mobi site? How can your DMO harness mobile apps for visitor guides, geo caching, and attraction targeting? An increasingly important and complex communication channel, industry experts will explore the mobile app craze, user data interaction, upcoming smart app technologies.
Michael Priem, COO, USDM.net; Ken Fischang, ChME, CMP, RES, president & CEO, Sonoma County Tourism Bureau; David Janes, president, Discover Anywhere Mobile; Brian Matson, marketing director, Fargo-Moorhead CVB

empowerMINT.com is energized... will your DMO be optimized?  (TH102)
Get an insider look at empowerMINT.com, which offers a Featured Destination web portal and the MINT historical database exclusively for DMOs. This in-depth panel discussion includes insights from the meeting planner, DMO sales and marketing executive, Internet marketing expert, and the managing director of empowerMINT.com. This is a must attend session for both DMO subscribers and DMOs considering to become part of the industry’s most important meetings market initiative. Learn how to optimize your DMO and take advantage of both exclusive products.
Sponsor: Collinson Media & Events
Chuck Potter, Sr. Manager, Conference, Meetings & Exhibits, American Animal Hospital Association; Christine “Shimo” Shimasaki, CDME Managing Director of empowerMINT.com, DMAI; Rick Vaughan, CDME, CTA, Senior Vice President of Sales & Marketing, Metro Tucson CVB; RD Whitney, President/CEO, Tarsus Online Media

The Story of Northwest Ohio (Community/Regional Branding) (TH103)
Developing a brand strategy for a single destination can be a large undertaking. The experts in this session developed a region-wide initiative that required public buy in from multiple cities in nine counties! Hear how expectations were managed, a budget developed, and media leveraged. Learn how this group handled the RFP and managed the fine line between perceived “outsiders” and “insiders.” The importance of an effective website; managing social media and negativity; and delivering and measuring the brand will also be discussed.
Dave Nolan, president/CEO, Destination Toledo; Eric LaBrecque, principal, Applied Storytelling; Mathew Kruchko, principal, Applied Storytelling

Information Technology for Destination Management (TH104) - PDM Course
Discover key destination marketing technology, including how to use a destination website as the “24-7” representation of the DMO. Discuss how to adapt technology concepts to the destination marketing environment, plus, review content management and customer relation management (CRM) best practices. *Pre-registration is required. Limited to 50 attendees.
Maura Gast, FCDME, executive director, Irving CVB, 2009-2010 Immediate Past Board Chair; Tammy Blount, FCDME, president & CEO, Tacoma Regional CVB

Destination Marketing (TH105) - PDM Course
Marketing is the heart and soul of a DMO. Examine the principle function and mission of the industry. Explore traditional marketing approaches (research, product development, packaging, promotion, public relations, etc.) as well as emerging marketing approaches (digital and social media). This course provides a foundation which you can use to build a truly integrated destination marketing campaign. *Pre-registration is required. Limited to 50 attendees.
Jack Wert, FCDME, executive director, Naples, Marco Island, Everglades CVB; Newt Collinson, III, president & CEO, Collinson Publishing & Events

The Economic Case for the DMO (TH106)
Amidst broad budget cuts, DMOs need to understand and communicate their value to local economies more than ever. Adam Sacks from Tourism Economics presents best practices and case studies that “make the case” for the DMO. Topics include how to use economic impact analysis, communicating how the CVB is an investment (not a cost), and using business travel ROI* as a marketing tool.  An overview of the U.S. economy and implications for both business and leisure travel will be provided. *Study done by Oxford Economics and funded in part by Destination & Travel Foundation
Adam Sacks, managing director, tourism economics, Oxford Economics

Greening Climate Change (TH107)
Last year’s United Nations Climate Change Conference was one of the most significant multilateral meetings in the last 50 years. Stakeholders behind the Copenhagen Sustainability Meetings Protocol will present how Copenhagen prepared for this event, the lessons learned from event planning according to the highest sustainability standards and the legacy left on Copenhagen. Focus on the DMO’s role for driving destination greening, using standards to increase sustainability, and techniques for building multi-stakeholder teams that accelerate the implementation of sustainable strategies and deliver measurable results.
Steen Jakobsen, director of industry relations, Wonderful Copenhagen CVB, Jonathan Cohen, marketing manager, VisitDenmark

Leveraging Social Media & Digital Marketing to Reach the Chinese Consumers Market (FR101)
In China, online consumer engagement is double that of Europe and the United States. However, since many social media sites are blocked, marketing to this lucrative audience is tricky. Success requires expertise in social media, travel, and consumer behavior; relationships with the online players and government; and technology. Tap into the tremendous potential of the Chinese market and explore methods to successfully build your destination’s brand awareness.
Jens Thraenhart, executive partner, Dragon Trail

Communications in Destination Management - PDM Course (FR102)
The central nervous system of any organization is communications, encompassing all aspects of the DMO. From media relations, community relations, publicity and marketing support to crisis communications and internal and external audience communications — effective communication is key. This course will examine the significance, value, and mechanics of excellent communications for DMOs of all sizes. *Pre-registration is required. Limited to 50 attendees.
Barry Biggar, CDME, president & CEO, Visit Fairfax; Lou Hammond, chairman, Lou Hammond & Associates

Destination Product Development - PDM Course (FR103)
Every sales person needs a product to sell. Destinations — like products in every other industry — have a life cycle of change. Examine product life cycle and how a contemporary DMO facilitates the development of destination attractions. Learn about “placemaking,” creating products from available resources, community visioning and the relationship that product development has with the Futures Study and accreditation. *Pre-registration is required. Limited to 50 attendees.
Cole Carley, CDME, president & CEO, Fargo-Moorhead CVB; John Kaatz, principal, CSL International

A Master Tourism Plan: A New Orleans Case Study (FR104)
Like many global destinations, New Orleans’s hospitality industry is the primary economic driver of its locale, employing 78,000 residents and generating more than US$300 million in tax revenues. This case study based session provides tools to develop a strategic, unified master tourism plan in your destination. Discover how to build a planning team, find synergies for destination branding, improve city infrastructure, add value for planners, enhance visitor experiences, and measure results.
J. Stephen Perry, president New Orleans Metropolitan CVB