Annual Convention Microsite

Session Descriptions

Times Subject to Change

*CEO Track Sessions

Saturday, July 19, 2014

8:30 a.m. - 5:00 p.m.
CDME Core Course: Strategic Issues in Destination Management (Day 1 of 3) | Bluethorn 5&6

Destination as a Team: The comprehensive long-range and international perspective on the current problems and opportunities that impact community tourism.

  • Global forces and impacts on destinations.
  • Critical success factors of destination management organizations.
  • Destination strategic planning, to include: product development, funding, competitive landscape.

Content Experts: Don Anderson, CDME, California State University, Fullerton & Purdue University; Gary Sherwin, CDME, President & CEO, Visit Newport Beach, Inc., DMAI Board Member; and Industry Content Experts

CDME Core Course: Destination Marketing Planning (Day 1 of 3) | Bluethorn 8&9

The Team as Promoters and Sellers: A strategic and action-oriented overview of a destination’s key managerial mandate.

  • Destination marketing and leisure/convention travel marketing strategy, to include research, evaluation and trends as well as image, positioning and promotional programs.
  • Computer technologies in destination marketing.
  • Advancing destination marketing partnerships and effective sales techniques.

Content Experts: Don Anderson, CDME, California State University, Fullerton & Purdue University; Dave Serino, Founder and Strategist, TwoSix Digital; Jack Wert, FCDME, Executive Director, Naples, Marco Island, Everglades Convention & Visitors Bureau


Sunday, July 20, 2014

8:30 a.m. - 5:00 p.m.
CDME Core Course: Strategic Issues in Destination Management (Day 2 of 3) | Bluethorn 5&6

The Team as Promoters and Sellers: A strategic and action-oriented overview of a destination’s key managerial mandate.

  • Destination marketing and leisure/convention travel marketing strategy, to include research, evaluation and trends as well as image, positioning and promotional programs.
  • Computer technologies in destination marketing.
  • Advancing destination marketing partnerships and effective sales techniques.

Content Experts: Don Anderson, CDME, California State University, Fullerton & Purdue University; Gary Sherwin, CDME, President & CEO, Visit Newport Beach, Inc., DMAI Board Member; and Industry Content Experts

CDME Core Course: Destination Marketing Planning (Day 2 of 3) | Bluethorn 8&9

The Team as Promoters and Sellers: A strategic and action-oriented overview of a destination’s key managerial mandate.

  • Destination marketing and leisure/convention travel marketing strategy, to include: research, evaluation and trends as well as image, positioning and promotional programs.
  • Computer technologies in destination marketing.
  • Advancing destination marketing partnerships and effective sales techniques.

Content Experts: Don Anderson, CDME, California State University, Fullerton & Purdue University; Dave Serino, Founder and Strategist, TwoSix Digital; Jack Wert, FCDME, Executive Director, Naples, Marco Island, Everglades Convention & Visitors Bureau

3:15 p.m. - 5:15 p.m.
Interactive Roundtables

Congregate with DMO colleagues to exchange business practices and to share ideas. These discussions focus on trends, marketplace changes and the like so participants walk away with usable strategies to employ. Join your peers for inspiration, education and fun!

*These discussions are for DMO Staff only.

  • Communications/PR | Copperleaf 8
  • Convention Sales | Pinyon 2
  • Convention Services | Copperleaf 7
  • Finance & Administration | Copperleaf 9
  • Marketing | Pinyon 8
  • Membership | Copperleaf 12
  • Research | Copperleaf 4
  • Technology | Copperleaf 5
  • Tourism | Copperleaf 6
  • Visitor Services | Bluethorn 7

Monday, July 21, 2014

8:00 a.m. - 12:00 p.m.
CDME Core Course: Strategic Issues in Destination Management (Day 3 of 3) | Bluethorn 5&6

The Team as Promoters and Sellers: A strategic and action-oriented overview of a destination’s key managerial mandate.

  • Destination marketing and leisure/convention travel marketing strategy, to include: research, evaluation and trends as well as image, positioning and promotional programs.
  • Computer technologies in destination marketing
  • Advancing destination marketing partnerships and effective sales techniques

Content Experts: Don Anderson, CDME, California State University, Fullerton & Purdue University; Gary Sherwin, CDME, President & CEO, Visit Newport Beach, Inc., DMAI Board Member; and Industry Content Experts

CDME Core Course: Destination Marketing Planning (Day 3 of 3) | Bluethorn 7&8

The Team as Promoters and Sellers: A strategic and action-oriented overview of a destination’s key managerial mandate.

  • Destination marketing and leisure/convention travel marketing strategy, to include: research, evaluation and trends as well as image, positioning and promotional programs.
  • Computer technologies in destination marketing
  • Advancing destination marketing partnerships and effective sales techniques

Content Experts: Don Anderson, CDME, California State University, Fullerton & Purdue University; Dave Serino, Founder and Strategist, TwoSix Digital; Jack Wert, FCDME, Executive Director, Naples, Marco Island, Everglades Convention & Visitors Bureau

9:00 a.m. - 10:30 a.m.
Niche Roundtables

Get together with colleagues who represent similar destinations for dynamic exchanges about current issues and opportunities that impact unique markets. Join to gain insights and to expand your network.

*These discussions are for DMO Staff only.

  • Beach Destinations | Copperleaf 7
  • Healthcare Hubs | Copperleaf 9
  • Rural and Quaint Destinations | Copperleaf 8
  • Sports-Focused Destinations | Copperleaf 6
  • University Towns | Copperleaf 3
Chief Marketing Officer Roundtable | Pinyon 3

What does success look like? How do you measure it? Who do you share it with? Gather with fellow marketing leaders in a DMO-only session to discuss the answers to these important questions. This interactive and moderated discussion will cover where you get your market intelligence, what metrics matter in today’s operating environment, and how you communicate the importance of a DMO’s work.

Sponsored by:

State Tourism Office Roundtable | Copperleaf 3

This high-level discussion is designed for professional staff of state tourism offices to exchange ideas, solutions and successes. Walk away with a fresh perspective and renewed energy.

Sponsored by:

9:00 a.m. - 12:30 p.m.
Media Influencers Rally & Lounge (Registered DMOs & Influencers Only) | Copperleaf 1&2

In this first-ever event, DMAI and TBEX will convene some of the industry’s best and brightest media influencers during the Annual Convention. Throughout this one-day rally, destinations will meet face to face with 25 influential journalists, photographers, bloggers, and Instagrammers in travel media circles today. DMOs are invited to share stories and pitch ideas about their destinations for exposure across multiple channels. 

Two separate panel discussions from 9:00 a.m. - 10:15 a.m., co-presented by DMAI and TBEX will show destinations how to best engage new media using innovative concepts. Discover innovative ways to leverage new media to promote destinations through influencers during the Curating Innovative Content + Storytelling session or learn who and how to select influencers during the Understanding Influencer Criteria sessionLearn more.

Speed networking will take place immediately after from 10:30 a.m. - 12:30 p.m. in the Pinyon/Bristlecone foyer.

Content Experts: Anne Taylor Hartzell, Founder, Hip Travel Mama; Robert Reid, National Geographic's Digital Travel Reporter; Johnny Jet, The Travel Insider, JohnnyJet.com; Jen Leo, L.A. Times Travel; Juame Marin, Marketing Director, Costa Brava Tourism

Sponsored by:

TBEX   Twitter

10:00 a.m. - 1:00 p.m.
Fundamentals of Destination Management & Marketing | Pinyon 8

The Professional in Destination Management (PDM) Certificate is recognized throughout the DMO industry as a foundation of skills and knowledge for destination management/marketing professionals. The PDM Certificate coursework is self-directed based on one’s need and preference to deepen and/or broaden a skill set while experiencing the interdependent relationships among functional areas.

The Fundamentals of Destination Management & Marketing is a PDM required course. Upon completion, participants’ receive (3) credit hours in addition to (12) credit hours for attending the education sessions on Monday – Wednesday at the convention for a total of (15) credit hours. Please complete the PDM application located on the main DMAI’s website where you’ll also find additional information.

Content Experts: Kristin McGrath, CDME, Vice President of Sales & Services, Providence Warwick Convention & Visitors Bureau; Jack Wert, FCDME, Executive Director, Naples, Marco Island, Everglades Convention & Visitors Bureau

1:00 p.m. - 2:00 p.m.
DMAP Program Overview | Copperleaf 11
 Join us for an in depth overview of the Destination Marketing Accreditation Program (DMAP).

Key Takeaways:

  • The domains covered and the intent of the standards
  • Most challenging standards for DMOs to demonstrate compliance
  • The application and review process
1:30 p.m. - 3:30 p.m.
Global All-Stars Marketing Institute | Pinyon 4&5

Global All-Stars 2014 combines the latest insights, case studies and original research on how your destination can be world class in online video, using examples from around the globe. Renowned filmmaker Bryan Smith (National Geographic TV) will kick off the event with an inspirational keynote address in which he’ll share his secrets for successfully using online video as a means to tell a destination’s most authentic story. Lynn Carpenter of Visit California and Karen Clarkson of VisitBritain will then share case studies from their iconic "Dream 365 Project" and "Sounds of GREAT Britain" online video campaigns. The session closes with the presentation of original research and analysis from Google, Sparkloft Media and Miles on what makes a top-performing, online travel video for destinations.

Key Takeaways:

  • Learn to utilize video effectively in your content and campaign plans.
  • Understand what key performance indicators are most important to demonstrate stakeholder results.
  • Explore the online video elements that most highly engage with both US and international markets.

Content Experts: Elena Prostova, VP of New Business Development & Creative Director, Miles; Chris Adams, Director of Research and Online Marketing & South Pacific GM, Miles; Bryan Smith, Reel Water Productions; Lynn Carpenter, VP of Marketing, Visit California; Karen Clarkson, VP/Regional Manager North America, VisitBritain; Hayley Lambert Young, DMO Manager, Google–YouTube; Martin Stoll, CEO of Sparkloft Media; Nate Huff, Senior VP, Miles

Sponsored by:

Miles Media

3:30 p.m. - 4:15 p.m.
Convention Overview & New Member Orientation | Pinyon 1&2

New to DMAI or the Annual Convention? This is a not-to-miss session for anyone looking to make the most of their experience, not only at this year's 100th celebration, but also to continue the journey with DMAI and our dynamic, collaborative community of over 600 DMOs and 150 business partners throughout the year.

Content Experts: Maura Allen Gast, Executive Director, Irving Convention and Visitors Bureau; Barry Biggar, President & CEO, Visit Fairfax

4:30 p.m. - 6:00 p.m.
The Art of Vision: Opening General Session with Erik Wahl | Pinyon 4&5

Erik Wahl is an internationally recognized graffiti artist, author and entrepreneur, who redefines the term "keynote speaker." Pulling from his history as both a businessman and an artist, he has grown to become one of the most sought-after corporate speakers available today.

Erik’s on-stage painting seamlessly becomes a visual metaphor to the core of his message, encouraging organizations toward profitability through innovations and superior levels of performance. His list of clients includes AT&T, Disney, London School of Business, Microsoft, FedEx, Exxon Mobil, Ernst & Young, and XPrize; Erik has even been featured as a TED presenter. The responses received have been nothing short of incredible, with standing ovations to prove it.

Content Expert: Erik Wahl, Graffiti Artist

Sponsored by:

PCMA Convene


Tuesday, July 22, 2014

8:00 a.m. - 5:00 p.m.
CDME Elective: Strategic Planning for Destinations | Bluethorn 7

Destinations increasingly need a long-term plan for effective tourism development, marketing, advocacy and resource funding. Learn the reasons why and the processes and techniques in preparing and implementing a strategic destination or tourism master plan for your community. Interactive discussions will focus on tourism challenges and vision, DMO mission and goals and priority destination initiatives through use of illustrative case studies and examples. Industry guest speakers with successful strategic planning experiences are part of the course.

CDME Elective: Technology and Marketing Communications in Destination Management | Bluethorn 5&6

New communications technology is dramatically changing how we market our destinations. Get a firsthand look on current and future technology applications that can assist in delivering a strong online presence and driving new visitor business through innovative programming. Course dialogue will cover emerging communications trends and challenges, IT planning, integrated database systems and related policies. Acknowledged industry technology and digital marketing officers will lead the interactive sessions.

8:00 a.m. - 9:00 a.m.
DMAP Program Overview | Copperleaf 11

Join us for an in depth overview of the Destination Marketing Accreditation Program (DMAP).

Key Takeaways:

  • The domains covered and the intent of the standards
  • Most challenging standards for DMOs to demonstrate compliance
  • The application and review process
9:00 a.m. - 10:00 a.m.
Destination Next: A Strategic Roadmap for the Next Generation of Global Destination Marketing | Pinyon 4&5

Marking the 100-year anniversary of DMAI and charting the landscape for destination marketing for the next century, Destination Next is the landmark study led by InterVISTAS, and made possible by the Destination & Travel Foundation to explore the future of the destination marketing industry. The first phase is a review of the latest trends, realities and questions on the minds of DMOs around the globe. Dive into a discussion surrounding the results and key findings of their survey which covered 36 countries from all 7 continents.

Initial results indicate DMOs face great transformational opportunities to become more effective and viable organizations. This is an exciting time for DMOs; come hear about these opportunities and how you can be part of the dialogue on Destination Next throughout the year.

Key Takeaways:

  • Discover opportunities to transition in sales & marketing from broadcast to engagement.
  • Expand potential to playing a larger role in building and protecting the destination’s brand.
  • Uncover possible evolutions to the DMO business model.

 

Content Expert: Paul Ouimet, InterVISTAS

Sponsored by:

IAEE 

   CEIR

10:00 a.m. - 10:45 a.m.
CEO Follow-On Panel: Building an Enterprise for the Future despite Present Day Disruptions | Pinyon 4&5

You won’t find this type of lively and candid format elsewhere - participating CEOs share perspectives on their own current leadership challenges, as disruptive trends become the new norm.  How do successful players continue to adapt and evolve to the changing terrain?

Key Takeaways:

  • Tactics on evolving your organization
  • Candid reflections on the most disruptive trends
  • Who and what influence a CEO’s choices

Moderator: Scott Beck, President and CEO, Visit Salt Lake

Content Experts: Richard Frankel, President and CEO, Rocketfuel; Lyn Lewis-Smith, Chief Executive Officer, Business Events Sydney; Dr. Annette Rummell, Great Lakes Bay Regional Convention and Visitors Bureau; Dennis Franczak, President and CEO, Fuseideas

11:00 a.m. - 11:45 a.m.
forwardTHINKING: Fresh Perspectives on the Future of Meetings | Pinyon 4&5

The one thing we do know about the future…it’s here! And it arrived faster than anyone ever predicted. This has left many in the meetings industry operating behind the curve and looking for forward thinking solutions. Challenged with relating to changing audiences and keeping pace with consumer preferences, has left everyone looking for answers. So how do we keep pace and think ahead?

Drawing on their own experiences with harnessing technology, engaging new audiences, and rethinking buyer/seller interaction, our panel will explore how consumer habits, generational and lifestyle trends are driving the future of meetings.

Moderator: Cathy Tull, Senior Vice President of Marketing, Las Vegas Convention and Visitors Authority

Content Experts: Stephanie Glanzer, Vice President of Sales, Mandalay Bay Resort & Casino; Todd Hansen, Lead Conference Programmer, SXSW Interactive; Justine McVaney, Association of National Broadcasters

Sponsored by:

MPI

11:45 a.m. - 12:00 p.m.
DMAI Annual Meeting | Pinyon 4&5

Board of Director elections results and financial update

Content Expert: Michael D. Gehrisch, President & CEO, DMAI

2:15 p.m. - 3:45 p.m.
It’s Not the Size of Budget, Rather, the Size of Idea | Pinyon 4&5

Destinations impact the visitor experience and drive revenue through creativity and innovation. These successes come together through great ideas and dynamic partnerships that impact economic development by leveraging the uniqueness of the destination through technology. Join us for real-life case studies on how these ideas came to life.

Key Takeaways: 

  • Chicago leverages its green assets to attract and to educate audiences on reducing carbon footprints via public art and interactivity while creating millions of media impressions.
  • Eugene, Cascades & Coast GeoTour create memorable and authentic visitor experiences throughout local communities.
  • Delaware Tourism responds to aligning current and target audiences via strategies, i.e., Google Analytics, Content Calendars that identify visitor preferences. 
  • Paducah harnesses the arts to catapult the destination internationally through the UNESCO Creative Cities Network.

Moderator: Diane Morgenthaler, CDME, Vice President, Marketing & Strategic Planning, Greater Madison Convention & Visitors Bureau

Content Experts: Mary Hammond, Executive Director, Paducah CVB; Jack Johnson, Chief Administrative Officer, Choose Chicago; Robin Malpass, Principal, Robin Malpass & Associates, Inc.; Samara Phelps, Director of Visitor Services, Travel Lane County; Elizabeth Purcell, Digital Media Coordinator, Delaware Tourism Office; Jenn Seva, Business Development Manager, Geocaching

Sponsored by:

Digitally Disoriented: What Sales & Marketing Teams Need to Win Business from Today’s Digitally Oriented Meeting Planner | Pinyon 6&7

Exclusive research shows meeting planners continue to become more digitally fluent. They are increasingly side-stepping sales teams, preferring to self-educate via freely available digital resources and adopting new communications channels like social media. DMOs need a new plan. This session will walk you through the results of the research and lay out a blueprint of action steps DMOs can deploy today.

Key Takeaways:

  • Get the latest statistics on meeting planner usage of digital media channels like social media.
  • Learn how to leverage "propinquity marketing" to cut through the clutter and connect with planners.
  • Understand how to structure and empower your sales and marketing teams to win more business from today’s digital meeting planner.

Moderator: Tom Martin, Founder, ConverseDigital

Content Experts: Sondra Brown, President, MDRG, Cindy D'Aoust, Chief Operating Officer, Meeting Professionals International (MPI)

Meetings Mean Business | Pinyon 3

Great things happen when people come together. Face-to-face interaction is the platform where deals are struck, relationships are forged and ideas are generated. Join U.S. Travel and the Meetings Bean Business Coalition and discover how you can ensure the continued growth of the meetings and conference industry, both locally and nationally.

Key Takeaways:

  • Understand the real power of what business meetings, conferences, conventions, incentive travel, trade shows, and exhibitions collectively do for people, businesses, and communities.
  • Clue into the current environment for the meetings and conference industry on a national level.
  • Tap into Meetings Mean Business resources and ongoing campaign to showcase the substantial value the U.S. derives from the industry.

Moderator: Nan Marchand Beauvois, Senior Director National Councils & General Manager ESTO, U.S. Travel

Content Experts: Richard Harper, Executive Vice President, HelmsBriscoe; Steve Moore, President & CEO, Visit Phoenix

Sponsored by:

CTRL+ALT+Believe: Rebooting Thoughts & Inspiring Action in Your Destination | Pinyon 1&2

At the 24/7/365 pace of life, do you ever wish rebooting your organization was as simple as hitting CTRL+Alt+Delete? Explore the things that hold your organization back, get out of your head and into your heart to examine the beliefs and thoughts that may be under all your organization problems.

Key Takeaways:

  • CTRL: Tips to learn how to let go of your need to control.
  • ALT: Look for alternate solutions to common problems such as lack of leadership, funding, and resources.
  • Believe: Create a new belief system in all you thought about how your organization works and create a new future.

Content Expert: Holly Duckworth, CAE, CMP, CEO, Leadership Solutions International

Living the Austin Brand | Pinyon 8

A brand is only as good as the life that a whole population breathes into it. Join next year's host of the DMAI Annual Convention, as the Austin Convention and Visitors Bureau demonstrates how live music is not just experienced on the weekend, it's a way of life.

Key Takeaways:

  • Explore how the "Live Music Capital of the World" came to fruition, and how the DMO protects and preserves this brand.
  • Understand how different entities, consumers, media, meetings, and film in Austin all serve to keep the product and experience alive and well.
  • Dive into economic statistics behind the music and musicians -- and the marketing efforts that support this city with 365 days of music a year.

Content Expert: Julie Chase, Vice President and Chief Marketing Officer, Austin Convention and Visitors Bureau; Amanda Garcia, Music Industry Manager, Austin Convention and Visitors Bureau

CEO Roundtables* 

Previously called "Shirtsleeves," these roundtables are an opportunity to gather with your fellow executives for a engaging discussion at one of the following four roundtables (for DMO CEO staff only):

  • Contemporary Employment Contracts for CEOs | Copperleaf 6
  • CEOs’ New Mission  - Leading Technology | Copperleaf 5
  • Destination Next: A Deeper Dive | Bluethorn 8&9
  • Succeeding at Board Relations | Copperleaf 7
4:00 p.m. - 5:00 p.m.
Media Distribution in the Modern World | Pinyon 4&5

Continuously producing compelling content about your destination is only half the battle. The other half is to make sure the right travelers see it.

The current state of modern media types and distribution networks further complicates the equation. With so many ways for travelers today to consume information, how do DMOs evaluate and leverage the proper channels to broadcast increasingly rich and interactive content? Join various travel media distribution experts as they explore the answer to this question.

Key Takeaways:

  • Gain perspective on different content types that are best suited for which distribution channels.
  • Learn from real-life examples of successful (or not so successful) media distribution practices.
  • Explore how to streamline distribution by aligning with different channel partners that can help create and curate on your behalf.

Moderator: John T. Peters, CTIE, President, Travel Media Group, USA TODAY

Content Experts: Stacey Yates, Vice President Marketing Communications, Greater Louisville Convention and Visitors Bureau; David Atkins, Vice President of Digital Marketing, VisitPittsburgh; Alex Heimann, Chief Creative Office, Tempest Interactive Media

Sponsored by:

Content to Influence a Consumer-Centric Travel Ecosystem | Pinyon 1&2

Everyone knows fresh, engaging content is the lifeblood of connecting with travelers. From website positioning and marketing blogs to video messaging and social posts, creating and updating proprietary content can be a challenge.

Nearly 60% of marketing professionals plan to increase content efforts this year, but about 40% will be trying to do more curation than ever. Why? Because its easier and faster to share another’s content with your spin added than it is to create your own. So, how do you create, curate, manage and control all of the content that’s controlling your brand voice and delivering against authenticity demands of consumers?

Key Takeaways:

  • Understand when to curate versus create
  • Types of content, timing and methods
  • Leverage the best resources for content creation and curation
  • Create an effective content strategy, plan and calendar (and sticking to it all year)

Moderator: Sonya Bradley, Chief Marketing Officer, Sacramento CVB

Content Experts: Kevin McGeever, Content Editor, Visit Florida; Derek Netelenbos, Global Senior Director Advertising Sales and Account Management, Expedia Media Solutions

Gateway Cities & National Parks – A Win-Win Partnership | Pinyon 8

America’s National Parks attract millions of visitors – approximately 300 million visitors each year – and generate millions of dollars in local gateway communities. Throughout the country, gateway communities are economically benefitting from the sales of lodging, meals, supplies, souvenirs and, even, early morning yoga classes and dog sitting services. This panel will provide an overview of how gateway communities and the National Park Service have partnered together, and will preview upcoming opportunities centered around the National Park Service Centennial in 2016.  

Key Takeaways: 

  • Examples of economic impact and creative marketing  (Utah’s “Mighty Five” campaign; how Las Vegas is a hub for national park travel)
  • Insights into the types of travelers who visit national parks
  • Ideas on how to partner with National Park Service and make the most of the 2016 Centennial
  • Tips on how to use your destination as a portal to regional national parks

Moderator: Craig Obey, Senior Vice President, National Parks Conservation Association

Content Experts: Derrick Crandall, Chief Executive Officer, American Recreation Coalition; David Williams, Associate Managing Director, Utah Office of Tourism; Virginia Valiente, President, Nevada Resort Association

It Takes a Wizard to Connect the Dots | Pinyon 3

Without a doubt, the ability to connect all the dots is rare, prized and valuable especially in destination marketing. Connecting dots using big data and technology results in maximum control over your marketing efforts, seeing travel patterns essential to your business, destination marketing mix that is more connected and unified than ever before, and significant increase in business. When you succeed in connecting all the dots in your marketing efforts, the outline of success is revealed. Your visitors are always on — are you?

Moderator: Sylvia Weiler, General Manager, Tourism Vertical, Sojern

Content Experts: Laura Whisler, Marketing & Communications Director, Springfield, MO CVB; Justin Bresler, VP Marketing & Business Development, Visit Denver; Scott Schult, EVP of Marketing, Myrtle Beach Chamber of Commerce/CVB

Ahead of the Curve: Managing Destination Change Cycles* | Pinyon 6&7

As consumer habits change so does the marketplace. In this environment, DMOs must remain vigilant about value, importance and revenue. Managing the visitor experience is managing the destination. But how? Reinventing existing product and perceptions is a feat. No matter budget size, structure or inherent destination attributes, change is the constant. Listen to how your colleagues learn to be proactive and resilient as change agents within their communities. Join us for a dynamic conversation with DMOs who chose to be ahead of the curve.

Key Takeaways:

  • Using research to identify visitor experience life cycle issues
  • Creating an environment for change in the destination
  • Defining the fine line between inspiring change and paying for it

 

Moderator: Berkeley W. Young, President, Young Strategies, Inc.

Content Experts: Alison Best, CDME, President & CEO, Visit Oakland; Donna Carpenter, CDME, CEO, Cabarrus County Convention & Visitors Bureau; David Gilbert, CEO, Positively Clevelandd

Sponsored by:


Wednesday, July 23, 2014

8:30 a.m. - 9:30 a.m.
ARIA: Behind the Scenes | Meeting Point: Main Hotel Registration Lobby

As the largest LEED Gold development in the world, the sustainability tour at the ARIA campus showcases the convergence of luxury, technology and sustainability. Guests will experience first-hand what went into the design and build of the resort to minimize the environmental impact of construction and operations, ensure the highest of indoor air quality and occupant health, and showcase MGM Resorts and ARIA as an innovator in green building. The various stops along the tour include the arrival experience, lobby, casino floor and convention center and will highlight energy & water conservation, materials, and recycling & waste management.

Group will meet in the main hotel registration lobby at 8:30am to start the tour. Space limited. First come, first served.

Metrics that Matter in a Cross-Channel Environment | Pinyon 4&5

Meeting consumers where they spend their time is critical – whether via desktop or on the go. Knowing when and where to display content with the proper context, while being able to measure success is complex. This panel will explore where users are spending their time, next practices for reaching them and how to attribute and measure success.

Moderator: K.C. Brown, GM, Cision Global Analysts

Content Experts: Kim Bardakian, Director of PR & Partnerships, Visit Oakland

Around the World in 60 Minutes | Pinyon 3

Join is for though-provoking discussions with leaders of DMOs outside the United States that have had success targeting and building international markets. Discussions will highlight lessons learned in China, building business in South America, and the latest trends and preferences of the European traveler.

Key Takeaways:

  • Roles and responsibilities of the DMO in developing international markets.
  • Strategies and tactics for the effective promotion of destinations in different regions of the world.
  • Development of products and programming that will resonate with international travelers. 

Content Experts: Paul Vallee, Executive Vice-President, Tourism Vancouver; Alexandra Torres, CEO, Bogota CVB; Gary Breen, Managing Director, Tourism Ireland

Sponsored by:

Skyteam Alliance

Marketing Gets Personal with Behavioral Targeting | Pinyon 8

Visitors today that take their travel planning online more often than not, leave a trail of bread crumbs based on their search behavior that reveal key insights into their rational and emotional expectations of destinations. Ensure that your destination's message is aligned with those rational and emotional qualities that are important to prospects. Engage in marketing activities that deliver personally relevant content through individually targeted channels.

Content Experts: Layton Han, CEO, Adara

Opportunities, Threats & Questions: The Latest on Airbnb, Vacation Rentals & Destinations | Pinyon 1&2

Potential implications, possible disruptions, and promising opportunities abound in the fast-emerging sharing economy. Explore how it has manifested within the lodging sector of the travel and tourism industry. Join this important discussion on the role DMOs may consider playing in shaping public policy decisions related to this new economic paradigm.

Content Experts: Victoria Isley, Chief Sales & Marketing Officer, Bermuda Tourism Authority; Jon Ballesteros, VP Public Policy, San Francisco Travel; Matthew Curtis, Director, Government Relations, HomeAway, Inc.; Molly Turner, Public Policy, Airbnb

CEOs for Cities: Destination Change Makers* | Pinyon 6&7

CEO for Cities engages decision-makers who have a direct impact on designing and enhancing a destination’s footprint. This cross-section, cross-generational leadership includes civic, for-profit and the social sector who advocate for city progress and success. As a demonstration of its accomplishments, CEO for Cities is now a national network focused on making cities more connected and innovative, while leveraging a cities’ talent and distinctive assets.

Moderator: Matt Carter, VP Market Intelligence, Visit Indy

Content Expert: Lee Fisher, President and CEO, CEOs for Cities

Deeper Dive Session: It’s Not the Size of the Budget, Rather, the Size of Idea

This session is a follow-up to Tuesday’s afternoon discussion of key factors that impact the success of destinations influencing in creative ways. We’ll open up with key takeaways from Tuesday’s session. Then, we’ll breakout into individual table discussions to address the four key ideas and destinations. Join this “deeper dive” and take advantage of having your specific questions answered!

Sponsored by:

9:45 a.m. - 11:00 a.m.
Cirque du Soleil Storytelling

Passionate about making people’s genius resonate as strongly and as meaningfully as possible, Welby Altidor believes that creative courage is a metaphoric muscle that everyone can train to improve our world.

His tenure with Cirque du Soleil began in the late 1990s as a Talent Scout, and he has only worked to expand his creative world view from there. Currently, as Executive Creative Director for a Cirque du Soleil, Welby consistently channels curiosity and an eclectic mindset, a perspective he carried with him as he studied theatre and communications while pursuing his interests in various disciplines such as philosophy, design, political science, cinema, literature and public relations.

Join in as Welby takes us along a ride to exercise our own creative muscle to tell the stories of our own destinations and in the process, make them a better place to visit, live and work.

Content Expert: Welby Altidor, Executive Creative Director, Cirque du Soleil

Sponsored by:

MMGY Global

11:15 a.m. - 12:30 p.m.
The Future of DMO Global Bench Marketing and Shared Intelligence: Why is it Important and What are We Afraid Of? | Pinyon 1&2

Big data! Our industry has discussed the need to create a comprehensive DMO database of comparative metrics for many years. The concept of shared intelligence has powerful implications and the potential to facilitate a global repository for DMO comparative data.

This panel of users, experts, and industry veterans will serve to discuss the great potential and opportunities, possible pitfalls and roadblocks, ideal scenarios and discussion on how "big data" and technology can help us be more efficient, productive and strategic in the sales and marketing channels.

Key Takeaways:

  • Hear how specific DMOS are using the tools today.
  • Learn how "big data" can and will be used in the future.
  • Enhance your knowledge on how bench marketing can be used

Moderator: Rick Vaughan, CDME, Senior VP, DMAI

Content Experts: Ryan George, Simpleview; Barbara Kirklighter, LA Tourism & Convention Board; Dale Lockett, Albuquerque Convention and Visitors Bureau; Mark Lynch, iDSS; David West, Pocono Mountains Visitors Bureau

Sponsored by:

Going from Good to Great: The Traits of Hiring Success May Not Be What You Think | Pinyon 6&7

The landscape of sales has changed. Because of the web, clients are smarter than ever, having more information than most sales people who are trying to get their business. So what is the key to finding the "great" sales people? It's getting the right people. Everyone wants to hire "A" sales people, but what defines a great hire is both elusive and critical to your success. This session will provide you the roadmap to DNA success in a fun and helpful way, complete with a step-by-step approach and real-world examples on how you can take the guessing out of the hiring process and produce amazing results.

Key Takeaways:

  • Understand the road to creating a successful sales hiring strategy from where you are now to where you should be for your company and how to customize this to your own company.
  • Understand which success traits are truly important and which only appear to contribute to success, but in reality, do not.
  • See how an effective hiring strategy can save not only significant dollars but provide a platform for continuous learning, management, and training direction.

Moderator: Jim Hunter, Founder & CEO, PeopleBest

Content Experts: Barrie Perks, Vice President, Sales and Services, Cincinnati USA Convention & Visitors Bureau; John Brich, Director of Sales, Cincinnati USA Convention & Visitors Bureau

The Reinvention of America’s Playground: How Atlantic City’s Lessons & Success Affects Your City | Pinyon 3

What happens from a dramatic drop in tourism, revenue, and employment due to increased competition with the impact of the Great Recession and a hurricane? What if you could start from scratch as if it was day one with funding and an infrastructure to rebuild for a 21st century future?

Now entering the third year of Atlantic City’s transformation, the city has rebuilt the tourism industry structure from the ground up. Engage with the power team that reinvented America’s playground and apply lessons learned to your city, and walk away with knowledge to prepare for unexpected outcomes.

Content Experts: Jeff Guaracino, Chief Strategy Officer, Atlantic City Alliance; Daniel Fenton, Strategic Advisory Group; Katie Delahaye Paine, CEO and Senior Consultant, Paine Publishing; John Palmieri, Executive Director, Casino Reinvestment Development Authority

The Power of Regional Branding: The Journey Through Hallowed Ground (JTHG) Partnership | Bluethorn 5&6

In 2005, the swath of land from Gettysburg, PA to Jefferson's Monticello was designated by the National Trust for Historic Preservation as one of the 11 Most Endangered Historic Places in the country. In response, the Journey Through Hallowed Ground (JTHG) partnership was launched to rebrand the region via robust education and heritage tourism programs. Today, JTHG is recognized by Congress as a National Heritage Area. It has also been designated by the Secretary of Transportation as the 99th National Scenic Byway in the Country. Join us for this case study to explore their experience in regional and cultural branding.

Key Takeaways:

  • Understand regional branding as a powerful marketing method.
  • Design a destination corridor to increase room nights and to create longer stays.
  • Capture heritage tourists through targeted efforts.

Moderator: Michelle Kellogg, Director, National Heritage Area, Journey Through Hallowed Ground Partnership

Content Experts: Kurt Burkhart, Executive Director, Charlottesville Albemarle Convention and Visitors Bureau, Beth Erickson, CEO, Visit Loudoun; John Fieseler, Executive Director, Visit Frederick

7 Technology Trends Transforming Customer Communication | Pinyon 8

Technology trends are important to any business because they help define marketing and consumer strategy. The communication landscape is changing dramatically because of an increase in consumer mobility, localization, smart machines and the power of social. 

Based off six years of extensive research of 10,000 consumers over 8 countries, we have discovered seven trends that will be changing your business in the years to come. The session will equip you with the knowledge needed to understand and use tools for a success brand.

Content Expert: Kyle Lacy, Director, Global Content Marketing & Research, Salesforce ExactTarget Marketing Cloud

The Great DMAI Debates II* | Pinyon 4&5

It's better to debate a question without settling it than to settle a question without debating it. We all love a good argument don't we? Let's bring those late night lobby bar discussions into the classroom.DMO colleagues will face off on some of the hottest topics in the industry in a lively debate style format. Each debater is assigned a pro or con position and is responsible for making the best case for their position, regardless of their personal opinions. Following rebuttals, attendees will get in on the action by sharing their own viewpoints and determining the winning argument. The audience will then vote on the winner.

Key Takeaways:

  • Be that "fly on the wall" and hear the true argument backed with facts over the issues they face every day.
  • Vote on who made the better argument.
  • Walk away better prepared to address these debated topics in their own destination world.

Moderator: Ted Sullivan, Vice President, Business Strategy & Development, MMGY Global

Topics and Debaters:

Topic #1: Setting Realistic Sales Goals: Measuring DMO performance by counting room nights underestimates and is unsustainable.

Pro: Doug McClain, Vice President of Marketing & Communications, Visit Tampa Bay; Con: Jason Fulvi, Executive Vice President, VisitPittsburgh

Topic #2 Finding New Ways of Funding: Membership-based funding will no longer be effective in the future.

Pro: Matt Jones, Executive Vice President & CFO, Dallas Convention & Visitors Bureau; Con: Mike Mooney, Executive Vice President & Chief Operating Officer, Visit Phoenix

Topic #3 Content creation and engagement: Destination Content marketing is over-hyped.

Pro: Adam Johnson, Vice President of Marketing, Visit St. Paul; Con: Wendy Haase, Director of Tourism Marketing, Destination Irvine

Sponsored by:

Deeper Dive Session: CEOs for Cities: Destination Change Makers* | Bluethorn 8&9

This session is a follow-up to Wednesday’s morning discussion about CEO for Cities’ impact on designing and enhancing a destination’s footprint. We’ll open up with key takeaways from the earlier session. Then, we’ll delve deeper into CEO for Cities’ influence as a national network for participants to gain greater insights into how their destination can connect, innovate, and evolve into the future.

3:00 p.m. - 4:00 p.m.
Spreading the Word Through Content Ambassadors | Pinyon 6&7

Today’s destination marketers don't have to go it alone. Share your content through a community of ambassadors that can help broadcast your story to your desired travel audience. From global-jetsetter to social media influencers to traditional media outlets, learn how to select your best ambassadors and to curate content in innovative ways that get noticed.

Key Takeaways:

  • Learn how various travel media outlets source destination content for stories.
  • Identify proven best practices to create fun, innovative campaigns that bring life to your brand.
  • Discover and develop relationships with qualified ambassadors with demographics that match your target audience.

Moderator: Anne Taylor Hartzell, Founder, Hip Travel Mama

Content Experts: Leslie Guettler, Manager, Social Media, Los Angeles Tourism, Spencer Spellman, Editor in Chief, Expedia Viewfinder and founder, Traveling Philosopher

Marketing to the International Traveler: An Overview | Pinyon 1&2

An overview of Brand USA's market strategy. In addition to current insights, Amir will review how research is being applied to drive Brand USA's marketing direction and initiatives for this year and beyond. Based on the findings, the audience will receive insights into how Brand USA is prioritizing markets and telling the USA story to the world.

Content Expert: Amir Eylon, Vice President, Partner Engagement, Brand USA

Travel and Tourism Industry Forecasts* | Pinyon 4&5

Hear from the experts on leading trends in travel and tourism industry that will shape the future of destination marketing. Whether you're interested in hotel revenues and occupancy rates, meeting site selection, transportation infrastructure, or travel purchase decisions, DMOs will gain insight for long-term strategic value, as well as tactical decisions for immediate implementation within their destination.

Moderator: Adam Sacks, President, Tourism Economics

Content Experts: Brittany Baldwin, Director of Business Development, Destinations at STR; R. Mark Woodworth, President, PKF Hospitality Research, LLC

4:30 p.m. - 6:00 p.m.
Hiding in Plain Sight: Closing General Session with Soren Kaplan | Pinyon 4&5

With a passion for breakthrough innovation is exemplified through his diverse experience – from writing the book Leapfrogging, to leading the internal strategy and innovation group at Hewlett-Packard (HP) during the roaring 1990’s in the Silicon Valley, Soren Kaplan will share insights from experiences in uncovering surprises that are "hidden in plain sight" to help leaders shift their mindsets to rethink and reinvent organizations.

Soren's Franco-American background, combined with a family heritage rooted in art, design, education, and religion instilled in him an appreciation for diverse experiences, cultures and a life chock-full of surprise. Join this incredibly eye-opening session about the art and discipline of strategic thinking, innovation and leadership for business breakthroughs.

Content Expert: Soren Kaplan, Leapfrogging