7:00am to 4:00pm
DeVos Place Convention Center
Grand Gallery Lobby
Other
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The Destiny and Mercury Awards Lounge makes its fifth-annual return for you to take a look at each finalist's submissions, media files, and judges' comments. Stop by the lounge, located in the Grand Gallery Foyer, to view the top three finalists from each category in the digital gallery. Award winners will be announced on Tuesday, August 9 at ESTO's Awards Dinner and Presentation. The ESTO Awards enable states and destinations to showcase their creative accomplishments and foster the continued development of imaginative marketing and profitable promotional programs and campaigns in destination marketing. The Destinations Council's Destiny Awards recognize marketing and promotion at the city, local and regional level. The National Council of State Tourism Directors' Mercury Awards recognize state and territory destination marketing and promotion.
7:00 am to 4:00 pm
DeVos Place Convention Center
Grand Gallery Lobby
Other
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7:00am to 4:00pm
DeVos Place Convention Center
Grand Gallery Lobby
Other
|
7:00 am to 4:00 pm
DeVos Place Convention Center
Grand Gallery Lobby
Other
|
7:00am to 5:00pm
DeVos Place Convention Center
Grand Gallery Foyer
Other
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Experience Grand Rapids invites ESTO attendees to join in celebrating the 10th anniversary of Grand Rapids winning the Beer City USA title. Visit the Grand Rapids Beer Garden in DeVos Place Convention Center on Saturday, August 6, Sunday, August 7, and Monday, August 8 for the debut of Pure Michigan Pils, a pilsner beer brewed exclusively for ESTO 2022 by Grand Rapids’ Harmony Brewing Company.
- Pure Michigan Pils beer – 11:45am – 12:50pm & 4pm-5pm
Get a free, limited-edition Beer City USA t-shirt as a souvenir.
7:00 am to 5:00 pm
DeVos Place Convention Center
Grand Gallery Foyer
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
|
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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As a thank you, Jeremy has included tons of extra freebies here!
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 a 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
Overlook Level Lobby
Break
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10:00 am to 10:20 am
DeVos Place Convention Center
Overlook Level Lobby
Break
|
10:00am to 4:00pm
DeVos Place Convention Center
Welsh Lobby
Other
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Pack Elephant, presented by Experience Grand Rapids, will host a pop-up shop experience featuring a unique collection of handmade and small batch products all made by Michigan’s popular, business and artisan makers. ESTO attendees will have the opportunity to purchase these items at the conference or have them shipped home.
The pop-up shop will be open at various hours during the conference:
- Saturday, 11am - 4:00pm
- Sunday, 10am - 5:30pm
- Monday, 10am - 4:00pm.
Make a BIG impact by supporting Michigan makers from diverse backgrounds.
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
Grand Gallery DEF
All Access
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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
All Access
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10:30am to 11:30am
DeVos Place Convention Center
River Overlook AB
All Access
|
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.
10:30 am to 11:30 am
DeVos Place Convention Center
River Overlook AB
All Access
|
10:30am to 11:30am
DeVos Place Convention Center
Grand Gallery ABC
All Access
|
Thanks for attending! Read more about the six marketing best practices you should consider when planning.
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 social media 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 damages 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
All Access
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10:30am to 11:30am
DeVos Place Convention Center
River Overlook CD
All Access
|
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 CD
All Access
|
10:30am to 11:30am
DeVos Place Convention Center
River Overlook EF
All Access
|
A DMO’s website is one of the most important points of contact between a destination and its visitors. The website is an essential and impactful marketing tool. It’s imperative for DMO’s to incorporate research on user behavior, SEO best practices and functional (but creative) design principles when re-designing or building their website. Learn from a panel of experts on all three of these topics and find out how they are all fundamental for the future of DMO websites.
10:30 am to 11:30 am
DeVos Place Convention Center
River Overlook EF
All Access
|
10:30am to 11:30am
DeVos Place Convention Center
Grand Gallery Overlook CD
State Tourism DMO
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What’s the secret to successful implementation of a statewide strategic plan? How do other state tourism teams maintain momentum behind strategic initiatives over time? In this session, a panel of state tourism executives will share their experiences of effective plan implementation across a variety of channels including marketing and brand, partner engagement, and operations. Session attendees will also have an opportunity to engage in facilitated group discussions to advance their own approaches to strategic plan management and implementation.
10:30 am to 11:30 am
DeVos Place Convention Center
Grand Gallery Overlook CD
State Tourism DMO
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10:30am to 11:30am
DeVos Place Convention Center
Grand Gallery Overlook EF
State Tourism DMO
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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 DMO
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10:30am to 12:00pm
DeVos Place Convention Center
Grand Gallery Overlook GH
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 GH
CEO
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11:45am to 12:50pm
DeVos Place Convention Center
Grand Gallery and Secchia Lobby, Riverwalk and Ballroom Veranda
Networking
|
11:45 am to 12:50 pm
DeVos Place Convention Center
Grand Gallery and Secchia Lobby, Riverwalk and Ballroom Veranda
Networking
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12:50pm to 1:45pm
DeVos Place Convention Center
Steelcase Ballroom
General Session
|
Gather for the announcement of the State Tourism Director of the Year followed by remarks and an awards presentation by Brand USA. Stay tuned! The winners might surprise you.
12:50 pm to 1:45 pm
DeVos Place Convention Center
Steelcase Ballroom
General Session
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1:50pm to 2:20pm
DeVos Place Convention Center
Steelcase Ballroom
General Session
|
"One of the reasons why we are experiencing a mental health crisis is due to the fact that employees put so much pressure on themselves to put on a happy face, ""be positive"", and give the impression that they have it all together. But what people fail to realize is that ""happiness"" actually SHOULDN'T be the end goal. In this session, I address the difference between really thriving vs. just being happy. And we talk about ways employees can give more space for their humanity and all the emotions that are associated with an authentically thriving life."
1:50 pm to 2:20 pm
DeVos Place Convention Center
Steelcase Ballroom
General Session
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2:25pm to 2:40pm
DeVos Place Convention Center
Steelcase Ballroom
General Session
|
Join us for a battle of speed and wits in our Pecha Kucha series. We kick off this inaugural event with "innovation in your destination". Rate each presenter in the ESTO 2022 mobile app and the winner with the highest rating will be crowned at the Destiny and Mercury Awards Dinner and Presentation.
2:25 pm to 2:40 pm
DeVos Place Convention Center
Steelcase Ballroom
General Session
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2:40pm to 3:00pm
DeVos Place Convention Center
Overlook Level Lobby
Break
|
2:40 pm to 3:00 pm
DeVos Place Convention Center
Overlook Level Lobby
Break
|
3:00pm to 4:00pm
DeVos Place Convention Center
Grand Gallery ABC
All Access
|
When our campaigns run smoothly, our agencies are heroes. When they are not, our agencies can become our favorite punching bags. But is that always their fault? Or are we just not managing them properly? A well-managed agency, one that is properly informed and given the right parameters, can be the difference between a successful campaign and a failure. But do our teams always know how to do this? This session will include frank discussions between DMO marketing executives and their agencies about how we give them their marching orders, how they manage things on their end, and what are the client requests that drive them absolutely crazy.
3:00 pm to 4:00 pm
DeVos Place Convention Center
Grand Gallery ABC
All Access
|
3:00pm to 4:00pm
DeVos Place Convention Center
Grand Gallery DEF
All Access
Equity, Diversity & Inclusion
|
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
All Access
Equity, Diversity & Inclusion
|
3:00pm to 4:00pm
DeVos Place Convention Center
River Overlook AB
All Access
|
Demands on DMO public relations and communications pros are… extensive. Are we comms strategists, media relations practitioners, content creators, brand shapers, crisis response managers, industry ambassadors – all of the above? It’s exciting and it’s a lot, requiring focus, skill and flexibility. Join a collegial discussion on PR’s critical role in today’s environment, informed by an expert panel of senior communicators representing the city, state and agency level, led by U.S. Travel’s head of communications.
3:00 pm to 4:00 pm
DeVos Place Convention Center
River Overlook AB
All Access
|
3:00pm to 4:00pm
DeVos Place Convention Center
River Overlook CD
All Access
|
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, movement and spend for the betterment of the community, the improved experience for the visitor and 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.
3:00 pm to 4:00 pm
DeVos Place Convention Center
River Overlook CD
All Access
|
3:00pm to 4:00pm
DeVos Place Convention Center
River Overlook EF
All Access
|
In this session we will be diving into NFTs and Blockchain technology. We’ll delve into what this technology is, what it does, how to use it, and what it means. In addition, we discuss the evolution of blockchain and NFTs, how we got here, and where we potentially are going. Finally, we’ll look into some case studies and shift the conversation on possible applications of NFT and blockchain technology within cities and organizations.
3:00 pm to 4:00 pm
DeVos Place Convention Center
River Overlook EF
All Access
|
3:00pm to 4:00pm
DeVos Place Convention Center
Grand Gallery Overlook CD
All Access
|
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 on 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
All Access
|
3:00pm to 4:00pm
DeVos Place Convention Center
Grand Gallery Overlook GH
CEO
Equity, Diversity & Inclusion
|
3:00 pm to 4:00 pm
DeVos Place Convention Center
Grand Gallery Overlook GH
CEO
Equity, Diversity & Inclusion
|
3:00pm to 4:00pm
DeVos Place Convention Center
Grand Gallery Overlook EF
CEO
|
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
|
5:30pm to 11:59pm
Downtown Grand Rapids
Other
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Discounts for our Attendees
We’ve arranged discounts at several local restaurants, attractions, and other businesses to help you truly experience the city while you’re here. These savings are not available to the general public – they’re our way of saying thank you for making the trip to Grand Rapids. Redeem your discounts simply by presenting the digital coupon on your phone. It’s that easy! Sign up at experiencegr.com/exclusives.
5:30 pm to 11:59 pm
Downtown Grand Rapids
Other
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6:30pm to 11:00pm
Amway Grand Plaza
Rendezvous Lobby Bar
Networking
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Each guest will receive two (2) $10 drink tickets that can be used at Rendezvous Lobby Bar, IDC and Wolfgang Puck located in the Amway Grand Plaza Hotel.Tickets can be used towards any drink order. Lost tickets will not be replaced.
6:30 pm to 11:00 pm
Amway Grand Plaza
Rendezvous Lobby Bar
Networking
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