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DAVID PREECEBrigham Young University-Hawaii | 55-220 Kulanui Street, BYUH #1956 | Laie, Hawaii 96762 | 808.675.3338 | david.preece@byuh.edu

NEXTyouthsports | 5324 Parliament Place | Rockford, Illinois 61107 | 815.520.0506 | davidpreece56@gmail.com

EDUCATION

Northwestern University, Medill School of Journalism, Evanston, Illinois

M.S. in Integrated Marketing Communications 1982

Emphasis in Advertising, Public Relations, Promotion, and Direct Marketing Management

Brigham Young University, Provo, Utah

B.A. in Communications 1981

Emphasis in Advertising Management

TEACHING EXPERIENCE

Brigham Young University-Hawaii, Laie, Hawaii

Assistant Professor, Business Management Department 2010--Present

Strategic Business Management, Branding, Integrated Marketing Communications, Digital

Media, Sales and Customer Relationships, Hospitality and Tourism Management

PROFESSIONAL EXPERIENCE

NEXTyouthsports, Rockford, Illinois/Laie, Hawaii

Founder and Principal 2009--Present

Established a venture that partners with communities to generate economic growth from

youth sports events that make a difference. The foundation is Big Life Sports: using youth

sports programs as a preparation place for a productive life after competition-centeredrecreation. (www.nextyouthsports.com)

Rockford Area Convention and Visitors Bureau, Rockford, Illinois

President and Chief Executive Officer 2006 2009

Introduced sophisticated branding approaches, segmented group sales, and technology-based

marketing strategies to Illinois second-largest destination organization. Annual visitor

spending increased by over 13% in three years, exceeding the state average, and reached the

$300 million mark. Played a key role in leading public/private partnerships focused on

catalytic destination product development projects. (www.gorockford.com)

Classic Vacations/Expedia, San Jose, California

Vice President of Trade Marketing 2005 2006

Led rebranding effort for this well-respected, upscale vacation package wholesaler to enhance

and differentiate brand image among its travel agent distribution network and the tourism

trade media. (www.classicvacations.com)

The Travel Institute, Wellesley, Massachusetts

President and Chief Executive Officer 2003 2005

Directed the turnaround and long-term strategic plan of this iconic, 40-year-old, professional

certification non-profit. Focused on brand strategy, innovative curricula, new certifications,

broadening reach, and tighter professional standards. (www.thetravelinstitute.com)

Hawaii Visitors and Convention Bureau, Honolulu, Hawaii

Vice PresidentNorth America 1999 2003

Created an innovative, integrated consumer marketing strategy that accelerated annual

visitor expenditure growth in a competitive environment which included the 9/11 crisis. A

multi-channel strategy was built on consumer lifestyle/lifestage segmentation, targeted

offline/online communications, and strong trade customer relations. (www.gohawaii.com)

Polynesian Cultural Center, Laie, Hawaii

President and Chief Executive Officer 1995 1998

Leveraged consumer research among visitors and non-visitors to create a new marketing

campaign that strengthened this top attractions market position, supported new products

and events, bolstered sales trade support and business volume, and raised visitor counts and

revenues to record levels. (www.polynesia.com)

Advertising and Brand Management Positions: New York, Georgia, New Jersey, Michigan 1982 1994

Distinguished career in consumer brand management and advertising, working at

advertising agencies on brands like Frito-Lay, Pepperidge Farm, and Phillips Petroleum; and

managing consumer/trade marketing at companies such as M&M/Mars, Gerber and Famous

Amos. Directed the development and launch of new brands and products, marketing

research, grocery and franchise distribution, new advertising campaigns and creative

production, media planning and buying, and sales promotion programs.

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SELECTED PRESENTATIONS, PUBLICATIONS, PAPERS AND PROJECTS

When Worlds Collide: Samsung Challenges Apples Cool March 14, 2013

Presentation at the BYUH Marketing Week event that highlighted Samsungs growing

dominance in the mobile phone market, and their challenge of Apples role as market

innovator using a structuralist strategy vs. Apples typical reconstructionist strategy.

All-Star Ballpark Heaven Youth Sports Venue Marketing Research April-June, 2013

Contracted to design and conduct two critical market surveys among key target groups to

confirm this Iowa-based projects viability, support business strategy, and secure investors.

Do I Really Want My Customers (and Boss) to be Facebook Friends? April 5, 2011

Campus presentation to students and faculty profiling the growing importance of social

media in global communications and culture, and its appropriate use in brand marketing.

Contribution of the Vans Triple Crown of Surfing to Hawaiis Economy and Brand Image March 15, 2011

Collaborated with a BYUH colleague to direct the design and implementation of an economic

impact study commissioned by the lifestyle brand Vans. Faculty and students conducted 800

on-site audience surveys as the basis for estimating the events annual impact at $21 million.

Personal Passion Travel is Less Affected by Economic Uncertainty September 2008

Authored article in The Voice (Rockford, Illinois) discussing the effect of affinity-based travel

interests on travel behavior and their recession-mitigating impact for destinations.

The Case for Professional Standards: Investing in Travel Industry Progress October 2004White paper presented at the Annual Conference of the International Society of Travel and

Tourism Educators; Hong Kong Polytechnic University.

MEMBERSHIPS AND RECOGNITIONS

Certified Teacher of the Case Study Method, Harvard Business School Seminars (2013)

Honolulu Chapter Board Member, BYU Management Society

Faculty Advisor, BYU-Hawaii Association of Marketing Professionals and Students

Founding Member, BYU-Hawaii Career Services Advisory Committee

Certified Travel Counselor (CTC), The Travel Institute professional designation (2002)

Member, American Marketing Association; Destination Marketing Association International;

and Association of Travel Marketing Executives

PROFILE SUMMARY

David brings nearly 30 years of business experience to his faculty role at Brigham Young University-

Hawaii. His professional career was divided between two industry sectors: consumer goods marketing,

and tourism and destination management. This varied background is leveraged in teaching business

management department courses in strategic management, marketing, integrated marketing

communications, sales, and tourism management. Davids classes are engaging, rigorous, and real-

world focused, and his student evaluations consistently exceed department averages. He is actively

involved in several campus initiatives, including as faculty advisor to the student marketing club and

as an invited founding member of the BYUH Career Services Advisory Committee. David is widely recognized as

an innovative marketing and tourism industry thought leader and speaker on subjects such as market trends,

brand strategy, integrated marketing, sales management, digital and social media, and destination development.

He is the founder and active principal of a youth sports tourism enterprise called NEXTyouthsports which partners

with sports-oriented communities to generate economic growth through events and programs that make a

difference in the lives of young athletes (nextyouthsports.com). His previous role was President and Chief

Executive Officer of the Rockford Area Convention and Visitors Bureau, where he oversaw the strategic direction

and operations of this non-profit tourism marketing organization for the Northern Illinois region (gorockford.com).

Prior to joining the RACVB, David was Vice President of Travel Trade Marketing at Classic Vacations, the San Jose-

based luxury travel unit of Expedia, Inc. He was responsible for brand stewardship, strategic marketing plans,

corporate communications and partner marketing programs (classicvacations.com). Before his time at Classic,

David was President and CEO of The Travel Institute, the industrys educational standard-bearer and grantor of

certifications such as Certified Travel Associate, Certified Travel Counselor and Certified Travel Industry

Executive. David directed the Institutes strategic evolution, rebranding and revitalization, successfully positioning

the 40 year-old non-profit for the next generation of travel professionals (thetravelinstitute.com). Davids

introduction to the tourism industry was in Hawaii, where he was Vice President-North America of the Hawaii

Visitors and Convention Bureau (gohawaii.com), and previously served as Vice President of Marketing and Sales

for the Polynesian Cultural Center, the states top visitor attraction (polynesia.com).

He began his business career in consumer brand management and advertising, working at well-known agencies

Ogilvy & Mather/New York and Tracy-Locke/Dallas, and at consumer packaged foods companies such as

M&M/Mars, Famous Amos and Gerber. David holds a masters degree in integrated marketing communications

from Northwestern University, and his undergraduate communications degree is from Brigham Young University.