7:00am to 4:00pm
DeVos Place Convention Center
Grand Gallery Lobby
Other
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7:00 am to 4:00 pm
DeVos Place Convention Center
Grand Gallery Lobby
Other
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7:45am to 8:30am
DeVos Place Convention Center
Steelcase Ballroom
Networking
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7:45 am to 8:30 am
DeVos Place Convention Center
Steelcase Ballroom
Networking
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8:30am to 9:00am
DeVos Place Convention Center
Steelcase Ballroom
General Session
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8:30 am to 9:00 am
DeVos Place Convention Center
Steelcase Ballroom
General Session
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9:00am to 10:00am
DeVos Place Convention Center
Steelcase Ballroom
Keynote
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CREATE THE FUTURE in TOURISM - You are about to enter the greatest window of opportunity in your tourism career. So what great potential lies so close within your grasp? Post-pandemic, people make up for lost time, tourism habits change, and we end up in a period of chaos and opportunity that has a remarkable impact on your tourism destination. In this high energy keynote, New York Times Bestselling author Jeremy Gutsche will walk you through seven tactics of disruptive thinking, designed to help you win in times of chaos, and overlay how these play out in multiple scenarios of the post-pandemic tourism future.
9:00 am to 10:00 am
DeVos Place Convention Center
Steelcase Ballroom
Keynote
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10:00am to 10:20am
DeVos Place Convention Center
Secchia Lobby
Break
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10:00 am to 10:20 am
DeVos Place Convention Center
Secchia Lobby
Break
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10:00am to 4:00pm
DeVos Place Convention Center
Welsh Lobby
Other
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10:00 am to 4:00 pm
DeVos Place Convention Center
Welsh Lobby
Other
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10:30am to 11:30am
DeVos Place Convention Center
River Overlook CD
Concurrent Session
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Unless you apply your data and insights to actual outcomes for your community, you’re just looking at bar charts and pie graphs. Destinations now have the opportunity to utilize real time insights from events, movements and spending for the betterment of the community, the improved experience for the visitor and the transformation of the organization. If these tools are available, which DMOs are using them the best?
This session will have destinations tell their story about completely new insights and how they evolved the DMO and created outcomes for the residents, the visitors and their stakeholders.
10:30 am to 11:30 am
DeVos Place Convention Center
River Overlook CD
Concurrent Session
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10:30am to 11:30am
DeVos Place Convention Center
Grand Gallery DEF
Concurrent Session
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Generation Z is already significantly influencing the travel industry through their preferences and spending habits—and there’s an even bigger wave to come. Shaina Zafar (Gen Z), Chief Marketing Officer of JUV Consulting, in conversation with Matthew Landkamer (Gen X) of Whereabout, will share data and insights into this values-driven and highly engaged generation.
10:30 am to 11:30 am
DeVos Place Convention Center
Grand Gallery DEF
Concurrent Session
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10:30am to 11:30am
DeVos Place Convention Center
Grand Gallery ABC
Concurrent Session
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There was a time when a reporter’s job was to seek out the facts of a story without consideration of personal opinion. That ethic to be fair and balanced is being replaced today by click-bait conjecture and “advocacy journalism”. It could be argued that we’ve entered the “fake news” era. The result is a marketplace lacking trusted information sources and full of skeptical consumers. In this session, communications strategist Maury Giles and veteran destination marketer David Lorenz will chart ways to break through the clutter of ill-informed and ill-intentioned “fake news” that too often unfairly damage the reputation of a destination. We will discuss marketing and communications strategies to get ahead of the issue before it happens and to respond to the impact afterward. Attendees will be invited to share issues and seek out advice.
10:30 am to 11:30 am
DeVos Place Convention Center
Grand Gallery ABC
Concurrent Session
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10:30am to 11:30am
DeVos Place Convention Center
Grand Gallery Overlook CD
State Tourism Staff
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10:30 am to 11:30 am
DeVos Place Convention Center
Grand Gallery Overlook CD
State Tourism Staff
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10:30am to 11:30am
DeVos Place Convention Center
River Overlook AB
Concurrent Session
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The pandemic has accelerated the importance of re-evaluating your KPIs in terms of community value. Join this panel of experts representing destinations that have been going through the process over the years, learn from them what they have found along the journey and what successes and challenges they have met along the way.
10:30 am to 11:30 am
DeVos Place Convention Center
River Overlook AB
Concurrent Session
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10:30am to 11:30am
DeVos Place Convention Center
Grand Gallery Overlook EF
State Tourism Staff
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From county government to destination marketing organizations to private sector businesses, there's a long list of stakeholders that play a crucial role in the success of the state's tourism industry. As the state tourism office, it is our mission to market the destinations and attractions our stakeholders represent; however, maintaining relationships, creating opportunities for collaboration, and "fairly" promoting the numerous tourism products can be challenging.
Learn how to leverage social media, co-op marketing, and international/domestic sales to manage expectations and prove the value of the state tourism office.
10:30 am to 11:30 am
DeVos Place Convention Center
Grand Gallery Overlook EF
State Tourism Staff
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10:30am to 12:00pm
DeVos Place Convention Center
Grand Gallery Overlook AB
CEO
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We've all had to become experts at pivoting with change these past few years, and that's why it's critical to develop plans for an unknown future. That means not just succeeding in challenging environments, but also capturing what's been working. In this multi-session program, Shawn will lead a discussion among DMO executives on their chief challenges and explain how to build a strategic plan that not only holds team members accountable but also pivots when change enters the picture.
10:30 am to 12:00 pm
DeVos Place Convention Center
Grand Gallery Overlook AB
CEO
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11:45am to 12:45pm
DeVos Place Convention Center
Grand Gallery and Secchia Lobby, Riverwalk and Ballroom Veranda
Networking
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11:45 am to 12:45 pm
DeVos Place Convention Center
Grand Gallery and Secchia Lobby, Riverwalk and Ballroom Veranda
Networking
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12:50pm to 1:30pm
DeVos Place Convention Center
Steelcase Ballroom
General Session
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Remarks by President and CEO of Brand USA, Chris Thompson and Tripadvisor.
12:50 pm to 1:30 pm
DeVos Place Convention Center
Steelcase Ballroom
General Session
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1:30pm to 2:00pm
DeVos Place Convention Center
Steelcase Ballroom
General Session
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One of the reasons why we are experiencing a mental health crisis is due to the fact that we all put so much pressure on ourselves to "put on a happy face", be positive, or give the impression that we have it all together. But what we fail to realize is that "happiness" actually SHOULDN'T be the end goal, and in fact, the constant pursuit of happiness can lead to unhappiness. In this session, Danielle will address the difference between what it means to be truly thriving vs. simply being happy. And she will talk about ways we can create space for our own humanity and all the emotions that are associated with an authentically fulfilling life.
1:30 pm to 2:00 pm
DeVos Place Convention Center
Steelcase Ballroom
General Session
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2:40pm to 3:00pm
DeVos Place Convention Center
Secchia Lobby
Break
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2:40 pm to 3:00 pm
DeVos Place Convention Center
Secchia Lobby
Break
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3:00pm to 4:00pm
DeVos Place Convention Center
Grand Gallery Overlook AB
CEO
Equity, Diversity & Inclusion
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3:00 pm to 4:00 pm
DeVos Place Convention Center
Grand Gallery Overlook AB
CEO
Equity, Diversity & Inclusion
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3:00pm to 4:00pm
DeVos Place Convention Center
Grand Gallery ABC
Concurrent Session
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3:00 pm to 4:00 pm
DeVos Place Convention Center
Grand Gallery ABC
Concurrent Session
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3:00pm to 4:00pm
DeVos Place Convention Center
Grand Gallery DEF
Concurrent Session
Equity, Diversity & Inclusion
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We know that diversity, equity, and inclusion is an important and necessary part of an organizations growth strategy, but most destinations do not know where or how to get started. This interactive session will answer the question, “What if my destination is not very diverse?” and will provide participants with strategic ways to begin their EDI roadmap in an authentic manner that aligns with company culture, community values, and the visitor experience. Participants will also learn the critical components of developing a 3-year EDI strategy, how to get started, and critical conversations that need to take place to develop a sustainable EDI strategy.
3:00 pm to 4:00 pm
DeVos Place Convention Center
Grand Gallery DEF
Concurrent Session
Equity, Diversity & Inclusion
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3:00pm to 4:00pm
DeVos Place Convention Center
River Overlook AB
Concurrent Session
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We all know research is an indispensable tool, but do we always know the best tactics to use at each stage of the consumer funnel? We know there are powerful KPIs to be shared with our teams and stakeholders, but how do we select the best ones for the job? Join two veteran Research Rockstars as they break down research best practices from the top of the funnel to the bottom.
3:00 pm to 4:00 pm
DeVos Place Convention Center
River Overlook AB
Concurrent Session
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3:00pm to 4:00pm
DeVos Place Convention Center
Grand Gallery Overlook CD
Concurrent Session
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Customer data comes in all shapes, sizes, and systems. There is first-party, second-party, third-party and the newest addition —zero-party data. With the demise of the third-party cookie mere months away, destinations must shift their data strategies in order to remain successful. In this session, we will hear from subject matter expert, Gray Lawry of Miles Partnership, and destination partners to hear how they leverage a diverse set of a data within their marketing mix. This session seeks to help attendees define and differentiate between zero-, first-, second-, and third-party data,; understand the limitations of first-party data and how to make it more useful by leveraging second- and third-party data providers; and provide tips for increasing the volume of first-party data within a DMO’s tool kit.
3:00 pm to 4:00 pm
DeVos Place Convention Center
Grand Gallery Overlook CD
Concurrent Session
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3:00pm to 4:00pm
DeVos Place Convention Center
Grand Gallery Overlook EF
CEO
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Wellbeing, A New Performance Metric: Happy, thriving, engaged employees are the key to sustainable business growth. And therefore, it's crucial that your organization understands what wellbeing means and how to measure it. Thriving employees leads to optimal performance.
3:00 pm to 4:00 pm
DeVos Place Convention Center
Grand Gallery Overlook EF
CEO
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8:00pm to 11:30pm
Amway Grand Plaza
Rendezvous Lobby Bar
Networking
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8:00 pm to 11:30 pm
Amway Grand Plaza
Rendezvous Lobby Bar
Networking
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