Schedule

Concurrent Session: Presentation and Discussion

• Beyond the Sign on the Building: Modern Sponsorship & Naming Rights Strategies for Destinations

  Franklin 1-2

  Philadelphia Marriott Downtown

  More Details

  Destinations are under increasing pressure to generate non-tax revenue without compromising community trust, yet many still rely on outdated sponsorship and naming-rights models. This session reframes sponsorship as a strategic value exchange, not just logo placement. Attendees will learn how to identify and monetize both physical and non-physical assets, avoid common pitfalls, and build long-term partnerships that align revenue goals with stewardship and brand integrity.

   

  Takeaways: 

  By the end of this session, participants will be able to:

  • Identify monetizable assets beyond traditional naming rights, including experiential, operational, and partnership-based opportunities.
  • Evaluate sponsor fit to ensure alignment with destination values and community expectations.
  • Structure sponsorship deals that prioritize long-term value over one-time transactions.
  • Understand common pitfalls related to brand safety, public perception, and contract structure.
  • Apply a repeatable framework for sponsorship strategy that destinations of all sizes can scale.
• The New Shape of Destination Marketing Teams: How High-Performing Organizations Are Redesigning Talent, Structure & Accountability

  Franklin 5-7

  Philadelphia Marriott Downtown

  More Details

  Destination marketing organizations are operating in an environment that demands more alignment, agility, accountability, and cross-functional collaboration than ever before. As expectations from boards, communities, partners, visitors, and internal teams continue to expand, many DMOs are rethinking how talent is organized, how roles are defined, and how accountability is shared across the organization. This session explores how leading organizations are redesigning team structures and staffing models to better meet today’s demands. 

  Through real-world examples, candid observations, and facilitated discussion, attendees will examine what is driving these organizational shifts, what changes some DMOs are making, where those changes are succeeding or struggling, and what lessons can be applied in their own contexts. The session is designed to spark peer exchange on how destination organizations can better align people, structure, and expectations to achieve stronger performance.

  Takeaways: 

  • Understand the larger organizational pressures driving changes in DMO team structures.
  • Examine emerging approaches to talent design, staffing models, and cross-functional accountability.
  • Learn from real examples, including lessons, tradeoffs, and common mistakes.
  • Compare how peers are structuring teams and identify ideas to consider within their own organizations.