Program - U.S. Travel's ESTO · ESTO 2018 • August 11-14 • Phoenix, A • esto.ustravel.org •...

ESTO 2018 • August 11-14 • Phoenix, AZ • esto.ustravel.org • @USTravelESTO • #esto18 15

All ESTO sessions take place at the JW Marriott Phoenix Desert Ridge Resort & Spa.Visit esto.ustravel.org for the most up-to-date schedule and speaker information.

ProgramSaturday, August 11

8:00 a.m.-Noon

NCSTD Alumni Hosted Community Event: ESTO Cares MEET IN THE LOBBY OF THE JW MARRIOTT PHOENIX DESERT RIDGE RESORT & SPA

ESTO Cares gives back to the communities we visit . Help turn hunger into hope with your own two hands! Volunteers will pack nutritious meals for hungry children around the world at the FEED MY STARVING CHILDREN warehouse in Mesa, Arizona, just 20 minutes from ESTO’s host hotel .

Advance registration required

11:00 a.m.-4:00 p.m.

First-Timers’ Networking LoungeGRAND SONORAN D

Sponsored by:

11:00 a.m.-5:00 p.m.

Registration REGISTRATION EAST

Sponsored by:

11:00 a.m.-6:00 p.m.

Destiny and Mercury Awards LoungeGRAND SAGUARO FOYER

Sponsored by:

ESTO 2018 • August 11-14 • Phoenix, AZ • esto.ustravel.org • @USTravelESTO • #esto1816

ProgramSaturday, August 11 (continued)

1:00-5:30 p.m.

National Council of State Tourism Directors’ Annual MeetingGRAND CANYON 3-5

NCSTD members only

NCSTD lunch sponsored by:

2:00-5:00 p.m.

Destinations Council Board of Advisors’ MeetingGRAND CANYON 1-2

The business meeting of the Destinations Council Board of Advisors is a time for members to review programs and services, discuss strategy and connect on critical policy issues .

Destinations Council board members only

Destinations Council break sponsored by:

2:00-3:30 p.m. - LEARNING LABS ROUND 1

The Learning Labs are on a first-come, first-served basis.

How Industry Co-Ops Can Empower Your DMOGRAND CANYON 8

Industry co-ops or participation programs can expand industry engagement, revenue and marketing opportunities for destination marketing organizations .

As a leader in industry co-op programs, team members from Miles Partnership will provide a hands-on, interactive workshop on the essential best practices and skills in planning, setting up and managing cooperative programs . These programs not only drive revenue, but enrich and expand marketing for your destination and build closer, more valuable connections with industry partners . This Learning Lab will cover industry participation in all major media and industry types including online advertising, sponsored content, meetings-related co-ops, international marketing and print visitor guides—including


ensuring continued success in a world of declining print advertising revenues .

Whether you want to review and refine existing co-ops or consider setting up new co-op programs with your industry partners, this Learning Lab is a must for every DMO . Every participant will leave with a toolkit of white papers and step-by-step guides to setting up world-class industry participation programs in your destination .

SPEAKERS:Chris Adams, Head of Research and Insights, Miles PartnershipLaura Libby, Senior Vice President, Miles PartnershipPaul Winkle, Senior Vice President of Global Marketing, Miles Partnership

Presented and sponsored by:

Unpacking Bleisure Traveler Trends Uncovers Opportunities for Destinations

GRAND CANYON 7

At the session, Expedia Group Media Solutions will share its latest custom research that unpacks trends on the growing category of bleisure travelers, as in those who are extending business trips for leisure . Looking across the United States, India and China, the research reveals the influences, preferences, priorities, resources, financial factors and more of these travelers—who can make a big impact to destinations by deciding to stay longer for leisure . In this session, attendees will walk away with insights into how to inspire and convert potential bleisure travelers from around the world .

You will also discover how to put these insights into action with digital advertising tools designed for destination marketers . We will share the latest analysis and reporting capabilities marketers can expect from our proprietary first-party data, as well as our portfolio of products to engage travelers—bleisure and otherwise—throughout their purchase journey .

Then hear from fellow destination marketers on how they are engaging new audiences, such as bleisure travelers, and are using data, interactivity and partnership to influence traveler destination decisions .

Those who attend will walk away with valuable insights, as well as a chance to win a $250 travel voucher on Expedia .com, which will be given away at each Learning Lab session .




SPEAKERS:Wendy Olson Killion, Vice President, Business Development, Expedia Group Media SolutionsChristine Walker Scarce, Head of Product Marketing, Expedia Group Media Solutions


Visual Content Marketing Boot CampGRAND CANYON 9-12

Visuals remain the most influential type of content for today’s travelers, with higher recall and shareability than content without visuals . It can be challenging to satisfy the demand for visual content within our existing time and budget constraints . Tourism brands need to get creative in how they source, manage and use visuals in their digital, print and PR initiatives . We’ve gathered best practices from over 350 DMOs, and are ready to share their collective wisdom!

Bring your laptop for this interactive session, which will include:

• Practical tips on how to source visuals for digital marketing campaigns .

• New products from Google and Facebook and what that means for visual content distribution .

• A hands-on exercise to spark storytelling inspiration!

• Examples of creative visual content from travel and tourism brands .

SPEAKERS:Amrita Gurney, Vice President of Marketing, CrowdRiffDan Holowack, CoFounder and CEO, CrowdRiff


Your Complete Guide to a New World of Digital MarketingGRAND CANYON 6

Tourism marketing has changed significantly over the last decade and is on the cusp of another big evolution . New technologies and concepts are becoming a reality including big data, marketing automation and artificial intelligence . Additionally, DMOs are facing increased pressure from stakeholders to drive results .



To prepare for these changes, destination marketers need to start measuring their customer’s journey from awareness to conversion and beyond . Is your DMO ready? In this session, experts from Simpleview’s award-wining digital marketing team will guide you through a “Choose your Own Adventure” style campaign build . Learn real-world solutions that apply marketing science to consumer-centric, results-driven marketing programs . You’ll see first- hand where tourism marketing is going and the marketing concepts you’ll need to remain relevant . Learn to:

• Target the right audience with the right message .

• Optimize your targeted message for multiple web mediums .

• Use critical tools like Google Experiments, Stackla, Act-On & Google Optimize .

• Apply real-world examples to your organization .

SPEAKERS:Michele Barnes, CRO Analyst, SimpleviewSandee Jordan, Director of Content Marketing, SimpleviewAdam Nutting, Marketing Automation Specialist, SimpleviewGrant Stoltz, Digital Media Analyst, Simpleview


3:30-3:45 p.m.

Learning Labs BreakGRAND CANYON FOYER

3:45-5:15 p.m. - LEARNING LABS ROUND 2

The Learning Labs are on a first-come, first-served basis.

How Industry Co-Ops Can Empower Your DMOGRAND CANYON 8

Industry co-ops or participation programs can expand industry engagement, revenue and marketing opportunities for destination marketing organizations .

As a leader in industry co-op programs, team members from Miles Partnership will provide a hands-on, interactive workshop on the essential best practices and skills in planning, setting up and managing cooperative programs . These



programs not only drive revenue, but enrich and expand marketing for your destination and build closer, more valuable connections with industry partners . This Learning Lab will cover industry participation in all major media and industry types including online advertising, sponsored content, meetings-related co-ops, international marketing and print visitor guides—including ensuring continued success in a world of declining print advertising revenues .

Whether you want to review and refine existing co-ops or consider setting up new co-op programs with your industry partners, this Learning Lab is a must for every DMO . Every participant will leave with a toolkit of white papers and step-by-step guides to setting up world-class industry participation programs in your destination .

SPEAKERS:Chris Adams, Head of Research and Insights, Miles PartnershipLaura Libby, Senior Vice President, Miles PartnershipPaul Winkle, Senior Vice President of Global Marketing, Miles Partnership


Unpacking Bleisure Traveler Trends Uncovers Opportunities for Destinations

GRAND CANYON 7

At the session, Expedia Group Media Solutions will share its latest custom research that unpacks trends on the growing category of bleisure travelers, as in those who are extending business trips for leisure . Looking across the United States, India and China, the research reveals the influences, preferences, priorities, resources, financial factors and more of these travelers—who can make a big impact to destinations by deciding to stay longer for leisure . In this session, attendees will walk away with insights into how to inspire and convert potential bleisure travelers from around the world .

You will also discover how to put these insights into action with digital advertising tools designed for destination marketers . We will share the latest insights and reporting capabilities marketers can expect from our proprietary first-party data, as well as our portfolio of products to engage travelers—bleisure and otherwise—throughout their purchase journey .

Then hear from fellow destination marketers on how they are engaging new audiences, such as bleisure travelers, and are using data, interactivity and partnership to influence traveler destination decisions .



Those who attend will walk away with valuable insights, as well as a chance to win a $250 travel voucher on Expedia .com, which will be given away at each Learning Lab session .

SPEAKERS:Wendy Olson Killion, Vice President, Business Development, Expedia Group Media SolutionsChristine Walker Scarce, Head of Product Marketing, Expedia Group Media Solutions


Visual Content Marketing Boot CampGRAND CANYON 9-12

Visuals remain the most influential type of content for today’s travelers, with higher recall and shareability than content without visuals . It can be challenging to satisfy the demand for visual content within our existing time and budget constraints . Tourism brands need to get creative in how they source, manage and use visuals in their digital, print and PR initiatives . We’ve gathered best practices from over 350 DMOs, and are ready to share their collective wisdom!

Bring your laptop for this interactive session, which will include:

• Practical tips on how to source visuals for digital marketing campaigns .

• New products from Google and Facebook and what that means for visual content distribution .

• A hands-on exercise to spark storytelling inspiration!

• Examples of creative visual content from travel and tourism brands .

SPEAKERS:Amrita Gurney, Vice President of Marketing, CrowdRiffDan Holowack, CoFounder and CEO, CrowdRiff



Your Complete Guide to a New World of Digital MarketingGRAND CANYON 6

Tourism marketing has changed significantly over the last decade and is on the cusp of another big evolution . New technologies and concepts are becoming a reality including big data, marketing automation and artificial intelligence . Additionally, DMOs are facing increased pressure from stakeholders to drive results .

To prepare for these changes, destination marketers need to start measuring their customer’s journey from awareness to conversion and beyond . Is your DMO ready? In this session, experts from Simpleview’s award-wining digital marketing team will guide you through a “Choose your Own Adventure” style campaign build . Learn real-world solutions that apply marketing science to consumer-centric, results-driven marketing programs . You’ll see first- hand where tourism marketing is going and the marketing concepts you’ll need to remain relevant . Learn to:

• Target the right audience with the right message .

• Optimize your targeted message for multiple web mediums .

• Use critical tools like Google Experiments, Stackla, Act-On & Google Optimize .

• Apply real-world examples to your organization .

SPEAKERS:Michele Barnes, CRO Analyst, SimpleviewSandee Jordan, Director of Content Marketing, SimpleviewAdam Nutting, Marketing Automation Specialist, SimpleviewGrant Stoltz, Digital Media Analyst, Simpleview




ProgramSunday, August 12

8:00 a.m.-5:00 p.m.

First Timers’ Networking LoungeGRAND SONORAN D

Sponsored by:

8:00 a.m.-6:00 p.m.

Destiny and Mercury Awards Lounge GRAND SAGUARO FOYER

Sponsored by:

8:00 a.m.-6:00 p.m.

RegistrationREGISTRATION EAST

Sponsored by:

8:30-9:45 a.m.

Brand USA's International Marketing Outlook and StrategyGRAND SAGUARO

Join Brand USA and learn about the key trends driving inbound tourism, as well as other travel insights, including:

• U .S . arrivals data, including challenges and expectations .

• Growth challenges and drivers .

• Consumer sentiment research .

• Brand USA's 2019 marketing priorities .

SPEAKER:Carroll Rheem, Vice President, Research and Analytics, Brand USA


ProgramSunday, August 12 (continued)

9:00-11:00 a.m.

NCSTD Open ForumGRAND CANYON 3-5

NCSTD members only

10:00 a.m.-Noon

Ideas and Inspiration Session: Social Issues and the Role of Destination Marketers

GRAND SAGUARO

There are many social issues that destination marketers are confronted with, but three have been at the forefront in recent years: Destination and workforce development, housing issues and homelessness . Hear from colleagues who are dealing with these issues head-on . In the usual Ideas and Inspiration format, there will be plenty of time for questions, discussion and interaction!

MODERATOR:Berkeley Young, President, Young Strategies, Inc .

PANELISTS:Chuck Davison, President and CEO, Visit SLO CALTom Kiely, President and CEO, Visit West Hollywood Travel and Tourism BureauDave Nitkiewicz, CPA, Specialty Markets Sales Manager, Experience Grand RapidsCourtney Ries, Vice President of Destination Branding and Strategy, Meet Minneapolis, Convention & Visitors Association

Powered by the Destinations Council Open to DMOs and CVBs

Sponsored by:



11:30 a.m.-1:30 p.m.

Project: Time Off Coalition MeetingWILDFLOWER B

By invitation only

12:30-3:30 p.m.

State Travel Action Network (STAN) MeetingGRAND CANYON 13

The STAN meeting at ESTO is the only forum for state TIA’s to network and learn from colleagues who encounter similar challenges in dealing with state legislatures and congressional delegations . It is a valuable opportunity to learn new methods and techniques for strengthening the travel industry in your state, as well as to network with your peers .

By invitation only

1:30-4:00 p.m. PROFESSIONAL DEVELOPMENT NETWORK (PDN) SESSIONS

Our conference attendees have asked that sponsors not attend the Sunday Professional Development Network sessions as it may inhibit open conversation between attendees.

Join your fellow colleagues and industry professionals for an open exchange on best practices, new trends, critical topics, current issues and more .

Important: PDN sessions are open to representatives from state tourism offices, CVBs and DMOs and their agencies, if they are on record to attend on behalf of the organization . Due to the size and nature of the marketing and advertising and public relations PDNs, these sessions are split into two groups: one for state tourism office representatives (labeled “States”) and one for representatives from urban, regional and local destination marketing organizations/CVBs (labeled “DMOs/CVBs”) .

Destination DevelopmentGRAND CANYON 1-2

With destination development becoming an increasing focus area for state and jurisdictional destination marketing organizations, there is a need to institute standards and best practices that will help maximize opportunities for



stakeholder engagement and economic impact . During this interactive session, attendees will hear three successful destination development case studies from across the country and spend time connecting with their peers to define what terms like destination development, tourism product development and destination management mean for the tourism industry now, and in the future .

FACILITATORS:Andrew Grossmann, Destination Development Coordinator, Travel OregonMarci Ross, Assistant Director, Tourism Development, Maryland Office of Tourism Development

Domestic and International Travel TradeGRAND SONORAN H-K

This is your "Thinking Out Loud" session . Share your sales and marketing creative wisdom, and hear from your peers about what works and what doesn’t with domestic and international travel trade . Join us for this ideas-oriented session where we’ll discuss pesky issues and topics including international rep firms, contracting standards, Visit USA committees, metrics, OTAs, GDPR and more . At the half way mark, we’ll break the group up into two—one for state tourism offices and one for DMOs/CVBs .

FACILITATORS:Greg Eckhart, Global Sales Manager, Asia, Travel OregonBrian Said, Vice President of Global Development, Choose ChicagoJames Scoon, Director of Global Sales & Services, Wyoming Office of TourismTracy Vaughan, Director, Business Development and International Accounts, Georgia Department of Economic DevelopmentRafael Villanueva, Senior Director of International Sales,Las Vegas Convention and Visitors Authority

Insights and ResearchGRAND CANYON 9-10

This session focuses on research challenges and opportunities destinations are facing . Discussion topics include international visitation trends, synthesizing a variety of research resources and effective ways to communicate with partners . Hear from a local CVB and state tourism office on how they collaborate and share research resources . They will also discuss how they message data differences to leadership and other key stakeholders .

FACILITATORS:Jamie Faulkner Mageau, Director, Research Products, U .S . Travel AssociationColleen Floyd, Director of Research, Arizona Office of TourismEric Kerr, Director, Research, Visit PhoenixKari Roberg, Research Manager, Arizona Office of Tourism



Marketing and Advertising: DMOs/CVBsGRAND CANYON 7

GDPR…social influencers…big data…UGC…email marketing…content distribution…video…sequential retargeting…and the list goes on and on . When it comes to marketing and advertising, breaking through the clutter and doing more with less is an ongoing challenge . During this session, you will hear engaging presentations on successful case studies spanning the gamut from the biggest successes to DMOs’ biggest pain points . You will hear about trending topics such as social influencers, content creation and big data . Attendees will walk away strapped with knowledge and real-life examples that can be applied back in their destination on a varied collection of topics .

FACILITATORS:Adam Johnson, Vice President of Marketing & Media Relations,Visit Saint PaulKrista Orsack, Director of Marketing, Sioux Falls Convention &Visitors Bureau

Marketing and Advertising: StatesGRAND CANYON 8

This session will focus on two areas that impact all state tourism offices—creating specific marketing campaigns and learning from failed efforts . We will begin with a focus on creative problem solving in marketing and wrap up with "Tales from the Trenches," focused on learning from our best successes and misses—When has campaign work not gone exactly how you thought it would? Perhaps that blogger/influencer you thought was working for/with you failed to deliver what you had agreed to? We hope that you come away with new ideas and conversation starters for the rest of the conference .

FACILITATORS:Katy Clair, Marketing Manager, Travel OregonPerry Baker, Interactive Manager, South Carolina Department of Parks, Recreation and Tourism

Public Relations: DMOs/CVBsGRAND CANYON 6

Find out how destinations are highlighting hungry goats, leveraging concierge blitzes and spotlighting restaurants saving lives, among other topics and robust discussion amongst your peers .

FACILITATOR:Leroy Bridges, Vice President, Digital & Communications, Visit St . Petersburg/Clearwater



Public Relations: StatesGRAND CANYON 3-5

This session provides an opportunity for open discussion with your state tourism peers . During the session, participants will learn from their peers, make new connections within the industry and discuss issues and topics relevant to the travel industry . We allow time for an open forum so that all participants are encouraged to share and exchange comments and ideas throughout the PDN .

FACILITATOR:Veronica Ramirez, Tourism Marketing Communications Specialist, Office of the Governor, Economic Development and Tourism

Travel Information, Visitor and Welcome CentersGRAND CANYON 11-12

This session is for all visitor services professionals, from front-line workers to decision-making directors . Experts from DMOs/CVBs and state governments share information openly about successes, challenges, programs, policies and laws applicable to operating visitor centers . Whether you are an experienced professional or a visitor services novice, you will learn something new and leave with ideas to implement at your own centers .

FACILITATORS:Brittney Gray, Director of Visitor Services, Georgia Tourism Devon Harris, Manager, Visitor Services, South Carolina Department of

Parks, Recreation and Tourism

4:00-4:30 p.m.

Networking Refreshment Break GRAND SAGUARO FOYER

Sponsored by:


4:30-5:30 p.m.

Research Forecasts, Funding Tools & the Destination's Role in Economic Development

GRAND SAGUARO

Join this session to hear from U .S . Travel experts on research insights, funding defense strategies and economic development . You will walk away with an overview of:

• How international travel performed in 2017, and what is projected for the rest of 2018 .

• U .S . Travel's new "Budget Defense Playbook," a report that provides tactics to better prepare you for a variety of scenarios that could impact your destination's funding .

• "Made in America: Travel's Essential Contributions to Economic Development," another new U .S . Travel report that shares the expanding role travel promotion plays within local communities, and how the destination marketer is instrumental in developing and managing local communities .

SPEAKERS:Linda Antus, President and CEO, Cincinnati USA Regional Tourism Network Jamie Faulkner Mageau, Director, Research Products, U .S . Travel AssociationDavid Huether, Senior Vice President, Research, U .S . Travel AssociationMichael Jacobson, Senior Director, Industry Relations and Political Engagement, U .S . Travel AssociationVicki Varela, Managing Director, Utah Office of Tourism, Film and Global Branding

Sponsored by:




6:30-8:00 p.m.

Opening ReceptionMIM, THE MUSICAL INSTRUMENT MUSEUM

Kick off your ESTO experience by mingling with colleagues and new friends at the opening reception . Enjoy some light hors d’oeuvres and cocktails at the one-of-a-kind MIM, the Musical Instrument Museum . The MIM invites ESTO attendees to explore a global collection of more than 6,600 instruments collected from around 200 of the world’s countries and territories—and try your hand at playing a few!

Buses depart beginning at 6:25 p .m . from the doors to Sunset Terrace, off the Grand Saguaro Ballroom Foyer .


ProgramMonday, August 13

TODAY IS DESTINATION DAY!Show your team spirit and wear your destination’s official branded apparel today.

7:00 a.m.-4:00 p.m.


Sponsored by:

7:00 a.m.-6:00 p.m.


Sponsored by:


ProgramMonday, August 13 (continued)

7:45-8:30 a.m.

Networking BreakfastGRAND SAGUARO

Sponsored by:

8:45-9:30 a.m.

Opening RemarksGRAND SAGUARO

SPEAKERS:Katie Denis, Vice President, Project: Time OffRoger Dow, President and CEO, U .S . Travel AssociationDebbie Johnson, Director, Arizona Office of Tourism

9:30-10:30 a.m.

Keynote Session: The Next Frontier of Travel InnovationGRAND SAGUARO

Part futurist and part Indiana Jones, Dustin Garis embarked on one of the most extensive research expedition of its kind, spanning 50 countries across 6 continents . From this, he uncovered the most powerful global trends that impact the future of travel for both leisure and business . This includes the “Life Profit” concept, which redefines the way people measure their life—not in dollars, but rather by richness of memorable experiences . Dustin blends these global insights with his marketing expertise, born from the world’s most innovative Fortune 500 companies, to inspire destination marketing executives with:

• The greatest determining factor for where people travel and how those destinations become a viral sensation .

• Insights behind destination-marketing strategies that breakthrough with Millennials and across generations .



• How to become a troublemaker, capable of revolting against the routine of traditional destination marketing .

SPEAKER:Dustin Garis, Former Chief Troublemaker, Procter & Gamble

Sponsored by:

10:30-10:50 a.m.

Networking Refreshment BreakGRAND CANYON FOYER

Sponsored by:

11:00 a.m.-Noon

Concurrent Sessions

Sponsored by:

Everybody Wants Your Funding, So How Do You Keep It?GRAND CANYON 6

As federal and state government funding sources continue to be reduced, all eyes are turning to occupancy taxes and other tourism funding as the cure for general fund shortages . Now more than ever, tourism leaders need to be able to demonstrate their value and role in economic and community development . This session will discuss ways to protect your resources and to increase your budget rather than just defend it .

SESSION TAKEAWAYS:

• New tools from the U .S . Travel Association to highlight the industry’s value, including "A Study of Lodging Charges and the Allocation of

®



Revenues from Taxes and Assessments on Lodging" and the Travel Economic Impact Calculator .

• How to best interact with politicians and stakeholders in your destinations to get your desired outcome .

• Tips on aligning with economic development efforts to increase your value .

• How brand alignment can help you stretch dollars .

• Alternatives to traditional occupancy tax funding .

MODERATOR:Bill Geist, Chief Instigator, DMOproz

PANELISTS:Steve Hayes, President, Visit Pensacola, Inc .Ray Hoyt, President, Visit TulsaDebbie Johnson, Director, Arizona Office of Tourism Scott Joslove, President and CEO, Texas Hotel & Lodging Association

Flip or Flop Marketing: Unexpected Successes and Unfortunate Misses

GRAND CANYON 1-5

DMO marketing campaigns can flip the page forward or flat-out flop . However, how we react to both and what we learn from the them can make our marketing and customer experiences better overall . Hear how Visit Panama City Beach overcame financial, environmental and reputational challenges to bring visitors back to the beach and more than double their revenue . Learn how Visit West Hollywood Travel and Tourism Bureau turned a misstep into a mile marker on the road to success . And discover how Visit Omaha turned an unpopular suspension bridge into a local celebrity… truly flipping the script .

SESSION TAKEAWAYS:

• How to tackle multiple and varying tourism challenges, from financial to environmental .

• How to turn your destination’s reputation around with strong rebranding .

• How to recover from a very public flop .

• How to turn a marketing challenge into an opportunity .

MODERATOR:Wit Tuttell, Executive Director, Visit North Carolina

PANELISTS:Jasmyn Goodwin, Director of Marketing, Visit OmahaTom Kiely, President and CEO, Visit West Hollywood Travel and Tourism BureauDan Rowe, President and CEO, Visit Panama City Beach



Is Your Team Structure an Anchor or a Propeller?GRAND SONORAN H-I

In this hands-on workshop, participants will learn how to assess whether their current team structure needs to be redesigned, how to determine the impacts of the change a reorganization would trigger, and how to use a reorganization to meet business objectives . Topics covered will include: aligning your structure to your strategic plan, current trends for team structures, how to apply decision criteria to guide the design process, and when and how to engage employees in the process .

This workshop session will have limited seating, so arrive early! Attendees will be seated on a first come, first served basis.

FACILITATORS:Trever Cartwright, Founder and Partner, Coraggio GroupMatthew Landkamer, Principal and DMO Sector Lead, Coraggio Group

Numbers That CountGRAND CANYON 7

With a variety of research and analytics platforms out there, how do you make sense of it all? How does research drive your creative execution and how do you present data so it is digestible and understandable to prospective funding sources? How many different sources should you use? In this session, we'll talk to industry peers who may have found success in the data cocktails that they've crafted .

SESSION TAKEAWAYS:

• Gain insight into a number of data and analytics providers to understand more clearly what they deliver; and what they may not .

• Learn from industry innovators what combination of data and analytics platforms they use to drive successful insights and strategies .

• Learn how to maximize your own data and research budgets to develop a stack of solutions that can provide you with the best return on investment .

MODERATOR:Jake Steinman, Founder and CEO, North American Journeys

PANELISTS:Esra Calvert, Director of Research, Virginia Tourism CorporationSusan Estler, Executive Director, Marquette County Convention & Visitors BureauJay Kinghorn, Director of Communications and Digital Strategy, Utah Office of Tourism, Film & Global Branding



The Impact of the Unexpected GRAND CANYON 9-13

Mudslides, riots, earthquakes, shootings… there are so many unexpected disasters that have taken place in recent years, and they could easily happen in your destination . The question is, are you prepared? Hear from a panel of DMOs who have experienced a crisis first-hand . They will share their stories, fill you in on what they learned and show you how to be better prepared before, during and after a crisis unfolds .

SESSION TAKEAWAYS:

• Learn how to be better prepared for unexpected crises .

• Understand the evolvement of your marketing strategy during a crisis, and how timing is everything .

• Lay the groundwork for your crisis management plan with your partners, members and community .

• Hear from a panel of DMOs on their learnings, positive outcomes and struggles or missteps they encountered during and after their crises .

MODERATOR:Katie Denis, Vice President, Project: Time Off

PANELISTS:Charlene Chan, Director of Communications, Hawaii Tourism AuthorityKathy Janega-Dykes, President and CEO, Visit Santa BarbaraCathy Tull, Chief Marketing Officer, Las Vegas Convention and Visitors Authority

What is People-Based Marketing?GRAND CANYON 8

The goal of destination marketing has always been to understand potential and existing visitors and engage with them directly . Traditionally, the only marketing channels that have allowed destinations to do this have been email and direct email, where personalized messages can be tailored on a one-to-one basis .

Now, using a people-based approach, destinations can persistently and accurately engage customers with personalized messages and measure improved campaign lift and return on investment across all digital and linear channels .

This panel discussion will explore why the people-based approach is the future of digital marketing, and will explain how people-based marketing will enhance targeting, improve measurement and reduce fraud .



SESSION TAKEAWAYS:

• What is people-based marketing and what are the benefits of this approach?

• How are travel companies embracing people-based marketing?

• What problems does this solve and why should I be thinking this way?

• Who is doing this successfully today and what are some of the key technologies enabling this?

MODERATOR:Brandon Meyers, Chief Revenue Officer, ADARA, Inc .

PANELISTS:Laura Chmielewski, Vice President of Marketing and Communications, Visit San JoseGarrett Ruhland, Enterprise Account Director, LiveRampJessica Schultz, Vice President, Planning and Strategy, MMGY Global

12:15-2:00 p.m.

Destination Day LunchGRAND SAGUARO

Be sure to attend this luncheon to join colleagues and peers for Destination Day . Hear the latest from Brand USA's President and CEO Chris Thompson and don’t miss the presentation of the State Tourism Director of the Year Award .

SPEAKER:Christopher L. Thompson, President and CEO, Brand USA

Sponsored by:



2:15-3:15 p.m.

General Session: Tread Lightly: Destination Marketing in the Age of Overtourism

GRAND SAGUARO

Tourism growth tests the boundaries of the environment and the quality of life for the people who live in popular tourism destinations . In some destinations, this leads to a backlash from its residents . Destinations need to consider the long-term implications of tourism in order to ensure that the right balance is achieved between economic, environmental and social value . William Bakker will share his learnings and insights from working with DMOs around the world to tackle these new challenges .

SPEAKER:William Bakker, Chief Strategist, Destination Think!

3:15-3:45 p.m.


Sponsored by:

4:00-5:00 p.m. - CONCURRENT SESSIONS

Sponsored by:

7 Human Behavior Hacks That Increase Engagement and Response

GRAND CANYON 7

The emerging field of decision science will soon have a game-changing effect on how marketers communicate . Evidence is uncovered every day by social scientists, neuroscientists and behavioral economists that proves people are hardwired to behave in certain ways . And even though consumers THINK they are in control, the fact is UP TO 95 percent of their purchase decisions are made subconsciously .



Even more importantly, these automatic behaviors can be prompted! This has huge implications for marketing—how we create ads and emails, design webpages, structure offers, write content, etc .

By injecting these proven principles of social science into our marketing materials, we can dramatically increase engagement and response . This session will reveal how marketers can incorporate decision science into their work—leveraging surprisingly persuasive scientific principles such as the Von Restorff Effect, the Scarcity Principle and Eye Magnet Words . Expect to see lots of in-market examples, including some from the travel industry, and leave ready to increase the impact of your marketing campaigns .

SESSION TAKEAWAYS:

• Discover how to hack hardwired human behavior to instantly increase response .

• Learn the newest (and easiest) ways to make your marketing copy and art trigger action .

• Gain proven tactics that will increase engagement and results—the next day!

SPEAKER:Nancy Harhut, Chief Creative Officier, HBT Marketing

Hacks and How-Tos on Relationships

GRAND CANYON 8

The importance of relationships cannot be overstated, but deep and meaningful connections take something many of us don’t have… time . In this session, three panelists will share their “hacks and how-tos” on cultivating and maintaining relationships with consumers, stakeholders and decision-makers for the benefit of your brand and budget .

SESSION TAKEAWAYS:

• Manage your online reputation by building a relationship with engaged consumers .

• Strengthen your stakeholder relationships with one simple piece of paper .

• Grow your budget by turning your adversaries into allies .

MODERATOR:Melissa Gogel, Vice President of Marketing, Tourism and Communications, Visit Phoenix

PANELISTS:Debbie Johnson, Director, Arizona Office of TourismRebecca Latham, Cabinet Secretary, New Mexico Tourism Department Steven Paganelli, CDME, Head of Destination Marketing Sales, Americas, TripAdvisor



How Non-Gateway DMOs Grow Presence and Profile in Overseas Markets

GRAND CANYON 9-13

Do you want international visitors in your destination, but you lack an international airport and are not exactly a household name in Asia, Australia, Europe and South America? How you do grow your reputation and increase visitor numbers on a small, limited budget? This session will feature case studies of small bureaus from East, West, Midwest and South and discuss best practices in budget allocation, foreign office representation, regional partnerships and international destination marketing .

SESSION TAKEAWAYS:

• Learn how to leverage iconic landmarks in your destination with a modest international marketing budget .

• Hear about ways your DMO can differentiate itself from its larger counterparts .

• Determine a strategy for regional collaboration to develop new, or strengthen existing partnerships .

• Be guided through a newly developed international marketing strategy and campaign from a non-gateway destination .

MODERATOR:Sean Bayliss, President, International Tourism Resources Group

PANELISTS:Liz Bittner, President and CEO, Travel South USAJulie Gilbert, Vice President of Marketing and Brand Management, Destination Niagara USADan Howard, Director of Communications, Park City, Utah Chamber & Visitors BureauMark Newman, Director, Indiana Office of Tourism Development

Is Your Team Structure an Anchor or a Propeller? (repeat)GRAND SONORAN H-I






Out of Office & Into Your DestinationGRAND CANYON 1-5

Join U .S . Travel’s Katie Denis and Cait DeBaun as they dive into the Project: Time Off (P:TO) data that has the power to drive visitation . The P:TO team will share findings from the hot-off-the-presses report, "Under-Vacationed America: A Look at Vacation Habits Across the U .S .," that will be released at ESTO . You will also get an in-depth look at brand new travel personas that dig beyond vacation behavior and into travel preferences that will allow for better audience targeting .

SESSION TAKEAWAYS:

• Learn where your destination ranks in terms of how many vacation days they use, how often they travel and how they like to enjoy their downtime .

• Discover detailed personas about key audiences—from young Millennials to beach-goers to working moms—and what they mean for your marketing .

• Hear new case examples of destinations using Project: Time Off research to create marketing and communications campaigns .

SPEAKERS:Cait DeBaun, Director, Project: Time OffKatie Denis, Vice President, Project: Time Off

The Great ESTO DebatesGRAND CANYON 6

Debate Topics:1) Destination marketers should advocate for their budgets based on promoting tourism for the destination, and not economic development.

• PRO: Rebecca Latham, Cabinet Secretary, New Mexico Tourism Department

• CON: Andrew Levine, Chairman, Development Counsellors International



2) Consolidation is good for the travel industry.

• PRO: Wendy Olson Killion, Vice President, Business Development, Expedia Group Media Solutions

• CON: Craig Compagnone, Executive Vice President, Business Strategy, MMGY Global

3) Creative drives successful marketing campaigns, not research.

• PRO: George Zimmermann, Chair, Longwoods International USA Inc .

• CON: Kristen Jarnagin, President, Discover Long Island

MODERATOR:Ted Sullivan, Vice President, Destination & Resort Analytics, ADARA, Inc .

5:00-6:00 p.m.

ReceptionGRAND SAGUARO FOYER

Catch up with colleagues or mingle with first-time attendees before you hit the town . Libations and light hors d'oeuvres will be served .

Sponsored by:

6:00-7:00 p.m.

Cocktails and Conversation: HackathonGRAND SONORAN F

This is intended to be a fun follow-up to today's Hacks and How-Tos concurrent session!

Have you learned a few tips and tricks over the years that has helped you immensely in your career? Share the wealth during this informal happy hour session . Attendees are encouraged to share their own hacks and how-tos over some cocktails .



6:00-7:00 p.m.

Cocktails and Conversation: Flip or Flop...ContinuedGRAND SONORAN G

This is intended to be a fun follow-up to today’s Flip or Flop concurrent session!

Have you ever launched a campaign or had an idea that didn't exactly turn out how you expected? Exchange your stories of the good, the bad and the ugly during this informal happy hour session . Attendees are encouraged to share their destination flops over a few cocktails .

FACILITATOR:Berkeley Young, President, Young Strategies, Inc .


ProgramTuesday, August 14

7:30 a.m.-2:00 p.m.


Sponsored by:

7:30 a.m.-7:00 p.m.


Sponsored by:

8:15-9:00 a.m.

Networking BreakfastGRAND SAGUARO

Sponsored by:

9:15-10:15 a.m.

General Session: Driving Engagement & Visits with Millennials Who Love to Travel

GRAND SAGUARO

In this provocative session we will:

• Review what drives consumer affinity as well as how youth culture trends impact Gen X and Baby Boomers .

• See how to leverage content to consumers who crave information long before they arrive at their destination .

• Think about amplification opportunities since your visitors will recruit future visitors .


ProgramTuesday, August 14 (continued)

• Look for innovation opportunities and learn about the role innovation plays in searching and selecting a destination .

SPEAKER:Jeff Fromm, Author and President, FutureCast

Sponsored by:

10:15-10:35 a.m.


10:45-11:45 a.m.

Concurrent Sessions

Sponsored by:

7 Human Behavior Hacks That Increase Engagement and Response

GRAND CANYON 7

The emerging field of decision science will soon have a game-changing effect on how marketers communicate . Evidence is uncovered every day by social scientists, neuroscientists and behavioral economists that proves people are hardwired to behave in certain ways . And even though consumers THINK they are in control, the fact is UP TO 95 percent of their purchase decisions are made subconsciously .

Even more importantly, these automatic behaviors can be prompted! This has huge implications for marketing—how we create ads and emails, design webpages, structure offers, write content, etc .

By injecting these proven principles of social science into our marketing materials, we can dramatically increase engagement and response . This session will reveal how marketers can incorporate decision science into their



work—leveraging surprisingly persuasive scientific principles such as the Von Restorff Effect, the Scarcity Principle and Eye Magnet Words . Expect to see lots of in-market examples, including some from the travel industry, and leave ready to increase the impact of your marketing campaigns .

SESSION TAKEAWAYS:

• Discover how to hack hardwired human behavior to instantly increase response .

• Learn the newest (and easiest) ways to make your marketing copy and art trigger action .

• Gain proven tactics that will increase engagement and results—the next day!

SPEAKER:Nancy Harhut, Chief Creative Officier, HBT Marketing

Beyond Location GRAND CANYON 6

State tourism offices and city-level DMOs are always pitching their locales to travel media and social media influencers, resulting in earned media and brand-building exposure . In recent years, there’s been a proliferation of reality TV producers, HBO writers, house-hunters, top food chefs, and major motion picture executives leaning on CVBs and film offices for help, financially and otherwise . Learn about best practices on pitching, hosting and capitalizing on your destination hosting Hollywood .

SESSION TAKEAWAYS:

• How to unlock and leverage state-level film incentives to attract productions . (Hint: all but 13 states have state-level film incentives to attract productions) .

• Learn the art of pitching a producer to pick your locale .

• Once on the big screen, discover how to capitalize for value-added visitor engagement .

MODERATOR:Natasha Bothun, Strategic Partnerships and Outreach Manager, South Dakota Department of Tourism

PANELISTS:Tom Loftus, Chief Marketing Officer, VisitPITTSBURGHNick Maniatis, Director, New Mexico Film Office



DMOs Under the InfluenceGRAND CANYON 1-5

Talk to anyone in tourism marketing, communications or public relations and the topic will come up before too long—influencers . Our expert panel of marketing professionals and influencers themselves won’t develop your strategy for you, but you will come away with best practices for vetting and negotiating, ROI quantification, success stories and cautionary tales to help you get the most out of this still-emerging marketing niche .

SESSION TAKEAWAYS:

• Master a list of influencer best practices, while avoiding these top influencer missteps .

• Learn how to stretch dollars and expand reach when contracting with influencers .

• Leverage partnerships to establish influencer relationships .

• Hear from a top influencer, Michaela Guzy, who will provide examples of her experience working with DMOs, and offer tips for DMOs who plan to work with influencers .

MODERATOR:Lauren Harrison, PR Group Director, The Zimmerman Agency

PANELISTS:Leroy Bridges, Vice President, Digital and Communications, Visit St . Petersburg/ClearwaterVicki Bristol, Senior Communications and Marketing Manager, New Orleans & CompanyMichaela Guzy, Influencer and Founder, OhThePeopleYouMeetNick Wayland, CEO and Founder, TravMedia/TravTrade







Travel is the Social Currency of Today's Consumer Who is Amplifying Travel Brands

GRAND CANYON 9-13

This is a follow-up to the Tuesday morning general session, presented by Jeff Fromm.

After personally interviewing members of ESTO about marketing hot buttons, Jeff will discuss the following in his follow-up concurrent session:

• Why consumers amplify in social .

• How to use content marketing effectively .

• The common causes of friction and how travel brands can reduce this friction .

SPEAKER:Jeff Fromm, Author and President, FutureCast

Video StorytellingGRAND CANYON 8

Video is the most important content form but it is so expensive to produce . It does not have to be . Get a quick overview of how to best create a video strategy that covers video creation and distribution, rights management and how to best use existing assets . Then hear from an emerging video platform and a videographer who will share hands-on advice on what works, what makes things complicated and which brands and DMOs have really figured out marketing through video content .

SESSION TAKEAWAYS:

• Learn how to create a strategic roadmap for video content creation and distribution .

• Master the art of creating compelling video content on personal devices and beyond .

• Hear about new cutting-edge video technology that is not only easy to use, but cost friendly .

MODERATOR:Charles Harris, Senior Vice President of Marketing, Visit Anaheim

PANELISTS:Michael Cheng, Co-Founder, Lumen5Jim David, Videographer, Jim David PhotographyMartin Stoll, CEO, Sparkloft Media



Noon-1:30 p.m.

Networking LunchGRAND SAGUARO

Enjoy lunch with your colleagues and hear about plans for ESTO 2019 from the future host city and state . The winner of the Meredith Travel Marketing Scholarship will also be announced .

SPEAKERS:Julie Chase, Vice President and Chief Marketing Officer, Visit AustinBrad Smyth, Tourism Director, Travel Texas

Sponsored by:

1:45-2:15 p.m.

ESTOx | Mastering Marketing TechnologyGRAND SAGUARO

Marketing is being overrun with technology, but that can be a good thing . Marketers must master these new tools to move faster, adapt more quickly, and manage an increasingly complex set of customer experience touchpoints . Marketing technology expert, Scott Brinker, will explain how to carve a clear path through that complexity to effectively harness this innovation and deliver compelling marketing in a digital world .

SPEAKER:Scott Brinker, Editor, chiefmartec .com

Sponsored by:

2:15-2:45 p.m.

ESTOx | Marketing in the Age of Assistance: How Artificial Intelligence Can Change How You Reach Your Customers

GRAND SAGUARO

Consumer expectations are rising and brands are being challenged to deliver helpful, personal and frictionless experiences . At the same time, with the growth of connected devices, the complexity of the marketing channels you have to manage has exploded, and the possibilities for how to reach people



and engage them continue to proliferate . Learn how artificial intelligence is changing the way brands are engaging and influencing their customers and creating more assistive experiences for travelers .

SPEAKER:Rob Torres, Managing Director of Advertising and Marketing, Travel Sector, Google

Sponsored by:

2:45-3:15 p.m.


Sponsored by:

3:30-4:30 p.m. - CONCURRENT SESSIONS

Sponsored by:

5 Disruptions to Marketing as We Know ItGRAND CANYON 9-13

This is a follow-up to the Tuesday afternoon ESTOx general session, presented by Scott Brinker.

The marketing world is in the middle of five major disruptions that are reshaping the profession of marketing as we know it . These trends are dramatically altering the digital landscape in which businesses operate, changing how brands function internally, as well as how they engage with their customers . You’ll learn what's happening now, what’s ahead, and how you can leverage these disruptions for a successful 2018 .

Ideas Worth Investing In

Ideas Worth Investing In



SESSION TAKEAWAYS:

• Digital transformation and marketing's role in leading that charge .

• How to manage a growing "marketing stack" of multiple technologies .

• The risks and opportunities of "walled gardens" in digital marketing .

• New digital marketing touchpoints such as chatbots and voice-interface systems .

• The real-world view of what's happening with artificial intelligence in marketing .

SPEAKER:Scott Brinker, Editor, chiefmartec .com

Are We There Yet? Road Trips Reinvented!GRAND CANYON 6

This session will provide you valuable insights from Longwoods and Miles on why road trips are a market that continues to grow in numbers and economic impact . Destinations will share best practices on how to market to this growing segment, and you will learn who successfully developed product, sometimes across geopolitical boundaries, and reaped the economic impact benefits from it .

SESSION TAKEAWAYS:

• Insights into the spending, planning process and motivating factors from a joint Longwoods International and Miles Partnership research project on “The Great American Road Trip .”

• Best practices from DMOs who have targeted road trippers as a key visitor segment .

• Ideas on how to create demand in non-traditional drive markets .

SPEAKERS:Chris Adams, Head of Research and Insights, Miles PartnershipAmir Eylon, President and Partner, Longwoods InternationalJeremy Harvey, Vice President Communications and Marketing, Visit SavannahCathy Ritter, Director, Colorado Tourism Office

DMOs Under the Influence (repeat)GRAND CANYON 1-5

Talk to anyone in tourism marketing, communications or public relations and the topic will come up before too long—influencers . Our expert panel of marketing professionals and influencers themselves won’t develop your strategy for you, but you will come away with best practices for vetting and



negotiating, ROI quantification, success stories and cautionary tales to help you get the most out of this still-emerging marketing niche .

SESSION TAKEAWAYS:

• Master a list of influencer best practices, while avoiding these top influencer missteps .

• Learn how to stretch dollars and expand reach when contracting with influencers .

• Leverage partnerships to establish influencer relationships .

• Hear from a top influencer, Michaela Guzy, who will provide examples of her experience working with DMOs, and offer tips for DMOs who plan to work with influencers .

MODERATOR:Lauren Harrison, PR Group Director, The Zimmerman Agency

PANELISTS:Leroy Bridges, Vice President, Digital & Communications, Visit St . Petersburg/ClearwaterVicki Bristol, Senior Communications and Marketing Manager, New Orleans & CompanyMichaela Guzy, Influencer and Founder, OhThePeopleYouMeetNick Wayland, CEO and Founder, TravMedia/TravTrade

Hacks and How-Tos on Digital MarketingGRAND CANYON 7

With so much going on in digital marketing, finding the time to keep up with new developments can feel overwhelming . Social media has also changed a lot over the past few years . One main difference is that today it is very difficult to reach large audiences without using paid social . But there are still ways to make social media more effective without spending a lot of money on social advertising . This workshop will dive into “hacks”—ways to leverage the nuances of the algorithms of platforms like Facebook and Instagram, and also explain how to best leverage user-generated content . Want to know how many hashtags to use, at what time of the day to post or how to not get sued when sharing the video of a visitor? This session will tell you . Three digital gurus will cut right to the chase with their “hacks and how-tos” on mastering the digital marketing universe (with or without a pricey ad agency) .

LEARN HOW TO:

• Conquer the algorithms of platforms like Facebook and Instagram .

• Encourage, leverage and understand user-generated content, and learn a little bit about its legal properties .



• Master the tips and tricks of posting, sharing and publishing content within the digital space .

MODERATOR:Cara Frank, Vice President, Marketing, Simpleview

PANELISTS:Charles Cunningham, Account Manager, Sparkloft MediaChad Hays, Senior Online Marketing Manager, Visit PhoenixPatrick Murphy, Media Director and LA Market Manager, Off Madison Avenue





Video Storytelling (repeat)GRAND CANYON 8

Video is the most important content form but it is so expensive to produce . It does not have to be . Get a quick overview of how to best create a video strategy that covers video creation and distribution, rights management and how to best use existing assets . Then hear from an emerging video platform and a videographer who will share hands-on advice on what works, what makes things complicated and which brands and DMOs have really figured out marketing through video content .

SESSION TAKEAWAYS:

• Learn how to create a strategic roadmap for video content creation and distribution .

• Master the art of creating compelling video content on personal devices and beyond .



• Hear about new cutting-edge video technology that is not only easy to use, but cost friendly .

MODERATOR:Charles Harris, Senior Vice President of Marketing, Visit Anaheim

SPEAKERS:Michael Cheng, Co-Founder, Lumen5Jim David, Videographer, Jim David PhotographyMartin Stoll, CEO, Sparkloft Media

6:30-7:15 p.m.

Closing ReceptionGRAND SAGUARO FOYER

In Phoenix, somewhere between a saguaro selfie and a poolside cabana are friendly dive bars to explore, great music to discover and street art to stumble upon—all wrapped in a colorful desert backdrop . As the sun sets on ESTO 2018, don your best purples, pinks, oranges, yellows and blues and channel the energy of a spectacular Sonoran Desert sky .

Sponsored by:

Enhancements provided by:


7:15-9:00 p.m.

Awards Dinner and PresentationGRAND SAGUARO

Join us for the annual Destiny and Mercury Awards Dinner and Presentation that honors marketing excellence for destination marketing organizations . This year's theme is "Sunrise to Sunset ." Arizona’s skies defy understanding or description . Subtly shifting from creamy blues to fierce saffron hues to impossibly star-studded, it’s a mesmerizing sight that somehow encompasses the Grand Canyon State’s diverse experiences . Here, wide-open skies stir big possibilities and even bigger dreams—providing the perfect backdrop for celebrating tourism’s best . Join the Arizona Office of Tourism and Miles Partnership in celebrating this year’s most inspirational marketing visions at the 2018 Destiny and Mercury Awards . Come dressed in hues of the Sonoran Sunrise or Sunset!

Sponsored by:


Program - U.S. Travel's ESTO · ESTO 2018 • August 11-14 • Phoenix, A • esto.ustravel.org •...

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Transcript of Program - U.S. Travel's ESTO · ESTO 2018 • August 11-14 • Phoenix, A • esto.ustravel.org •...