Schedule



ESTO delivers bold content, dynamic learning formats and opportunities to connect and equip destination marketing leaders with insights they can immediately put into action.

Explore the full schedule to start planning your experience at ESTO.

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Wednesday, August 26
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9:00am - 9:30am

Concurrent Session: Take Off Talk

  • The Agile DMO: Transitioning from Traditional Agency to High-Velocity Tech Culture
    Franklin 9-10
    Philadelphia Marriott Downtown
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    Stop acting like a rigid DMO and start operating like an elite tech company. This "Take-Off Talk" explores how to restructure for speed using a "Move Fast and Break Things" mindset. We’ll share how we audited every task, eliminated legacy operations like traditional event services, and adopted an "Agile Tech Stack"—from Google Gemini AI to Scrum principles. Learn to remove blockers, automate the mundane, and lead a high-output team that prioritizes progress over perfection.

     

    Takeaways

    • The "Stop-Doing" Audit: How to identify and courageously eliminate legacy operations that no longer serve your mission (and how to rebuild them for modern impact).
    • Implementing an AI-First Workflow: Practical ways to use tools like Google Gemini to build "Gems" (repeatable prompts) for internal HR, sales prospecting, and automated reporting.
    • The Agile Meeting Rhythm: A blueprint for running daily Scrums, quarterly retrospectives, and blocker-removal sessions that replace "status updates" with actual momentum.

     

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9:45am - 10:45am

Concurrent Session: Presentation and Discussion

  • Beyond the Sign on the Building: Modern Sponsorship & Naming Rights Strategies for Destinations
    Franklin 1-2
    Philadelphia Marriott Downtown
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    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are under increasing pressure to generate non-tax revenue without compromising community trust, yet many still rely on outdated sponsorship and naming-rights models.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.