Please meet in the Host Hotel lobby at 8 a.m.

The City of College Station’s roots are deeply embedded in Texas A&M University. Our tour will include both historic events and places that have shaped the community along with a look at our future, including the following:

• Visit College Station Visitor Center and City Hall with a welcome by Jeremiah Cook, Director
• Guided Tour of Bonfire Memorial
• Welcome, History, and Future Plans of the George H.W. Bush Library and Museum, followed by a self-guided tour

While women are making strides in achieving higher levels of success in the workplace, there are key mindsets, behaviors, and communication practices that foster even greater success. Join Kedren Crosby, Founder and President of Work Wisdom, to explore evidence-based practices which help women discern and obtain what they want. While this highly interactive session will be helpful to any woman in the workforce, it may be particularly powerful for those who are seeking to grow as a leader or influencer during their career. Participants will learn concrete skills to leverage the science of Persuasion, Empowerment, Constructive Assertiveness, Self-Regard, and Trust in order to become the best versions of themselves.

Presenter: Kedren Crosby, Founder and President, Work Wisdom

Destination Marketing Principles is a one-of-a-kind educational session that provides a comprehensive overview of destination management and marketing. This interactive session covers such topics as DMO structures, occupancy tax, strategic planning, stakeholder engagement, budgeting, measuring success, and more.

Whether you are new to the DMO industry or are a seasoned veteran, this session gives you the best overview of the DMO world all in one class.

This is an opportunity to build on your future, so don’t miss out - register today!

Presented by Mark Thompson, Director, Visit Plano, and Shannon Overby, National Sales Director, Fredericksburg CVB

Do you ever feel a little weighted down by how best to communicate your DMO’s value to the community? Or how to develop a strong, stable strategic direction that ensures funding security and relevance for the years ahead? Join Matt Clement as he delves into an engaging workshop that explores how Destination Marketing Organizations (DMOs) can benefit from a well-crafted mission statement, supported by a robust structure of Key Business Objectives (KBOs) and SMART Goals, all organized using the Pyramid Principle. This workshop will provide a comprehensive understanding of how to establish a solid foundation for your DMO by creating a clear and concise mission statement that conveys your organization's purpose and drives its strategic direction. Matt will further elaborate on the importance of aligning KBOs and SMART Goals with your mission, ensuring all activities and initiatives are focused on achieving your organization's vision. To effectively communicate this cohesive framework, he will introduce the powerful technique of storyboarding, empowering you to create compelling narratives that bring your DMO's mission, objectives, and goals to life. Engage your audience, foster alignment, and drive success through enhanced communication strategies.

Presented by Matt Clement, Managing Partner, Madden Media

Open to all new members and new conference attendees! Meet the TACVB Board, learn more about your association, and get to know your fellow colleagues attending the conference.

Calling all Young Professionals!

Please join us for Happy Hour at Hershel's Bar at The Stella Hotel in Bryan on Tuesday, August 29, sponsored by the TACVB Young Professional Committee, featuring hors-d'oeuvres, drink tickets, and acoustic music.

Meet in the conference hotel lobby at 4:30 p.m. to load shuttles; we return at 5:45 p.m. to get back in time for the Opening Reception.

SPONSORED BY OUR FRIENDS AT TEMPEST AND RIPE. WE THANK YOU FOR YOUR SUPPORT!

This year's Opening Night reception will occur at Kyle Field’s Ford Hall of Champions!

We will kick things off at 5:40 pm on Tuesday, August 29, with a short Spirit Walk to the stadium, where a special welcome awaits us upon arrival! Once inside, attendees can take photos with Ms. Reveille, the school mascot, and see a short Aggie Wranglers performance. Drinks and light fare will be served.

If you are interested in going on a tour of Kyle Field, we will have a sign up sheet available.

Special thanks to our host, Visit College Station!

Click here to sign up for a spot for your FREE headshot: https://www.vacanva.com/tacvb-headshots

"Change is the only constant in life." - Heraclitus

Arguably, the most important leadership skill in this complex modern era is successfully inspiring, motivating, and guiding our teams through periods of epic uncertainty. Kedren Crosby, Founder and President of Work Wisdom, will share compelling case studies, mindsets and behaviors that will empower you to lead yourself and your teams through uncertainty. Instead of fearing and resisting periods of change, we can embrace uncertainty skillfully to re-form and reinvent for higher performance and joy.

Presented by Kedren Crosby, Founder and President, Work Wisdom

Managing Through Transition - Location: CORPS
Organizations that are agile have significant advantages in an era that demands openness to innovation and the ability to skillfully sunset outmoded methods. Organizations can learn to let go of the past, move through times of uncertainty, and embrace new beginnings. Whether the transition focuses on a leadership change or a programmatic shift, transition management builds enhanced awareness, clarity, communication, and openness to new ways of achieving. Join Kedren Crosby, Founder and President of Work Wisdom, for this interactive breakout workshop to learn how to skillfully manage your team through periods of change.
Presented by Kedren Crosby, Founder and President, Work Wisdom

Design, Photography, and Video for Audience Engagement - Location: HULLABALOO
Gain insights and tips from experts on the impact and importance of design, images, and video within various print, digital, and social media platforms while navigating the story-telling process in order to maximize attention and audience engagement.
Presented by Harrison Albrecht, Texas Monthly Studio Creative Services Manager, and Mike Snyder, Texas County Reporter, Senior Producer

Reimaging the Visitor Experience (Panel Discussion) Location: REVEILLE
Hear how your peers how are engaging with their visitors, handling staffing and training, measuring ROI, and dealing with their biggest challenges in this interactive panel discussion.
Moderator: Meredith Darden, Chief of Staff for Visit Corpus Christi
Panelists:
David Taylor, Director of Destination and Facility Experiences, Grapevine CVB
Leigh Woolridge, Business Development Manager, Welcome Home Rio Grande Valley
Byron Garvey, Visitor Experience Manager, Visit Dallas

Ask the Experts! Featuring some of Texas tourism's strongest sales stars (Panel Discussion) Location: ROSS
This interactive panel discussion will cover everything from current group sales trends, exciting ways to leverage tradeshow efforts, hot new sales tools, how to make impactful relationships with meetings planners, and more!
Moderator: Josie Lewis, Director of Sales, Visit The Woodlands
Panelists:
Blaire Friar, Main Street & CVB Assistant Director, Visit Seguin
Jo Beth Wolfe, Sales Manager, Visit College Station
Marisa Obando, Social, Education, Religious, Fraternal & Government Sales Manager, Visit Plano

Unlocking the Power of Multicultural Marketing for Destination Marketing Organizations - Location: CORPS
In this presentation, we will discuss the importance of multicultural marketing for DMOs, including the benefits of reaching diverse audiences, the challenges of multicultural marketing, and best practices for developing effective campaigns. We will also cover the role of data and analytics in multicultural marketing, including how to gather and use data to better understand and target diverse audiences.Learn how to reach and engage diverse audiences through multicultural marketing. Leverage the important role of data and analytics, learn best practices for effective campaigns, and discover the latest trends and innovations in multicultural marketing. Gain valuable insights and practical tips to enhance your multicultural marketing efforts and drive new visitation.
1. Multicultural marketing is crucial for DMOs to reach diverse audiences in today's globalized world.
2. Data and analytics play a significant role in multicultural marketing to better understand and target diverse audiences.
3. Leveraging the latest trends and innovations in multicultural marketing will help DMOs develop effective campaigns to drive engagement and visitation.
Presented by Cliff Ward, Orange 142

Lessons Learned from Our Large Texas Destinations (Panel Discussion) - Location: REVEILLE
Learn from our larger Texas partners - what are their big accomplishments and what have been their biggest missteps? What have they learned? Plus how did they get to where they are today?
Moderated by Craig Davis, President & CEO, Visit Dallas
Panelists:
Maura Gast, Executive Director, Irving CVB
Bob Jameson, President & CEO, Visit Fort Worth
Brett Oetting, President & CEO, Visit Corpus Christi
Tom Noonan, President & CEO, Visit Austin

Rise Above the Competition: Strategies for Sports Tourism Sales Success! (Panel Discussion) Location: ROSS
Get ready to elevate your sports tourism sales game to new heights with our session, "Rise Above the Competition: Strategies for Sports Tourism Sales Success!" Explore the competitive landscape of the
industry, discover how to navigate challenges, and seize opportunities that await. Learn innovative approaches to stand out from competitors, embrace emerging trends, and capture the attention of event organizers. Join us as we discuss pro tips and proven strategies that will empower you to excel in the exciting world of sports tourism sales. Don't miss this chance to gain a competitive edge and achieve sales success in this dynamic industry!
Moderated by Tiffany Nichols, Senior Sales Director, Abilene CVB
Panelists:
Alysha Carse, Sports Sales Manager, Visit Plano
Eric Launer, Sports Sales Manager, Visit Lubbock
Joey Jewell, Executive Director, Sports Commission, Visit Corpus Christi

Beyond the Basics: Let's Talk Services - Location: HULLABALOO
Join us for a deep dive into the basics of servicing and beyond. Learn how to leverage your network, professional development, and industry best practices to take your servicing to the next level!
Presented by Mallori Johnson, Visit Corpus Christi, and Haley Follett, Visit Galveston

Learn what is planned for your association over the next few years, get an update on what happened in this last legislative session, and work with your colleagues at your table for some interactive problem-solving at this year's business meeting.

A Deeper Dive with the Texas Hotel & Lodging Association (THLA) - Location: CORPS
Join Scott for a more in-depth review of THLA’s recently passed comprehensive local hotel tax legislation and other notable state legislation and programs that will impact your local hotel operators.
Presented by Scott Joslove, President & CEO, THLA

Big Target - Small Budget: How To Get The Most Value from Your Top Origin Markets - Location: REVEILLE
See how Arrivalist’s clients, Galveston, TX, Corpus Christi, TX, and Richmond VA are using geo-location lodging data to break out of regional and DMA-based marketing to micro-target and pinpoint the specific zip codes that send top visitors who stay the longest at hotels and spend the most money in market. We'll discuss what metrics are available and show how they are they applied to effectively target media and influence growth.
Presented by Jason Fulvi, Arrivalist

The Road Map from Looking to Booking: Super Charge Your Content Marketing - Location: HULABALOO
Content Marketing hits multiple traveler touchpoints. From your website and newsletter to your social media posts and visitors’ guide, your content builds trust, enhances visitor experiences, and helps travelers go from inspiration to booking. In this session Jade Broadus will guide us through all the ways your content marketing helps potential visitors decide to visit your destination and then once they have, how your content will help them plan and visit in a sustainable way that they’ll enjoy and will make locals happy too. We’ll explore travelers booking journeys, when to repurpose content, how content creators can become an extension of your team, and where to add in AI (and how to use it right). Finally, you’ll leave with a road map for 2024 and actionable steps to start implementing today.
Presented by Jade Broadus, VP of Business Development, Steller

Back to Real Marketing: Why our modern approach to marketing is fragile and how we must adapt - Location: ROSS
The ability to measure digital marketing was a game changer for marketers. We could finally tell who saw our advertising, which ads they saw, and what they did as a result. We were able to target based on real-time behavior data and immediately measure our campaigns' effectiveness. And now we are being told the end is near...the cookie crumble, privacy legislation, Google Analytics changes, and click-tracking prevention technology are all impacting our ability to measure digital campaigns as we've been accustomed to. Discover why this is a good thing - why this will force us to truly understand our guests and visitors and how this will make us more effective in the long run.
Presented by TJ Walz, VP, Data Strategy & Performance Analytics, MMGY

CEO (CEOs/Executive Directors/Heads of Organization only - no staff, please) - Location: CORPS
Sales - Location: HULLABALOO
Servicing - Location: ROSS
Marketing - Location: REVEILLE

This session will cover:

• The importance of leadership in tourism as the sector continues to adjust post-pandemic following the “great resignation”.
• How can our current and future leaders create a vibrant visitor economy for Texas?
• How can higher education providers such as Texas A&M work with the industry to build a new generation of leaders with the necessary skills for a 21st-century workforce?

Presented by Dr. Brian King, Texas A&M University Professor and Head, Department of Hospitality, Hotel Management and Tourism

A new values-based, culture-driven, people-centric approach to achieving the goals of Diversity, Equity, Inclusion, and Business Performance.
Presented by Dr. Eli Jones, Author, Speaker, and Lowry and Peggy Mays Eminent Scholar at Texas A&M University

The Evolving Role of Destination Marketing Organizations
THIS SESSION HAS BEEN CANCELLED

An Industry Fueled by Experiences - Location: HULLABALOO
Miles Partnership’s annual Navigator presentation draws on extensive industry research, data, and insights to highlight the major trends that are defining travel and tourism marketing. The 2023 presentation focuses on both new developments within familiar themes — such as the dominance of experiences in the travel planning journey — and on emerging themes in business travel, privacy and inspirational content creation and distribution.
Outcomes:
• Explore ways to position your offerings in a new light and/or promote lesser-known experiences
• Support local industry members and neighborhoods in developing or enhancing existing experiences
• Business travel is being blended with families – collaborate with industry partners to improve offerings that will attract this audience by using key events
Presented by Vince Tartarian, Miles Partnership

Pitch it or Keep it! - Location: REVEILLE
Will Artificial Intelligence come for our jobs? Is ROI still a relevant goal for DMO marketing? Destination Management: the future or a useless buzzword? The DMO industry is evolving at a rapid pace, and the topics and challenges that matter most to you are changing almost by the day. Join our speakers, Matt Clement with Madden Media and Zeek Coleman of Tourism Economics, to hear a lively discussion about today's biggest industry questions, and then roll up your sleeves and bring your own hot take to the stage!
Presented by Matt Clement, Managing Partner, Madden Media

Social media content ideas to attract more heritage and cultural tourism visitors - Location: ROSS
We know that certain visitors and locals are drawn to heritage and cultural attractions, but what about smaller towns and rural areas? Do they have assets that can appeal to this sort of person? Using the 8 Rural Culture Elements from the Kansas Sampler Foundation as a framework - architecture, art, commerce, cuisine, customs, geography, history, and people - Sheila will share lots of ideas for using social media and online content to help promote heritage/cultural offerings to exactly the sort of person who will appreciate them. Session attendees will also learn ways to save time by repurposing one piece of content into another, plus they'll get my detailed handout summary of the ideas.
Presented by Sheila Scarborough, Co-founder, Tourism Currents

Analytics for Advocacy - Location: CORPS
Two realities face DMOs. First, advocacy is a 24/7 affair requiring steady engagement. Second, more data on visitor markets and DMO activities are available than ever before. Zeek will bring these two realities together with practical ideas on how to most effectively leverage analytics to support the cause of destination marketing. He will focus on real-world examples of how DMOs are successfully harnessing multiple KPIs and market insights to position their organization as an essential community service.
Presented by Zeek Coleman, Vice President Americas, Tourism Economics

Unleash the Power of Funding: Navigating the Texas Event Trust Fund Program for Sports Tourism Success! - Location: REVEILLE
Join Monica as she shares her wealth of expertise on how to take advantage of the Texas Trust Fund Program.
Presented by Monica Paul, Executive Director, Dallas Sports Commission

Building the Modern Crisis Comm Toolkit - Location: ROSS
It used to be a crisis communication toolkit centered around crafting the best possible statement. Today your toolkit needs much more - a public affairs list, an action plan for a boycott, a social media strategy for a rumor gone viral, and more. Crisis communications expert Winter Prosapio will walk you through the process of building a more complete crisis communication tool kit so you can begin to prepare for your next very bad day.
Target audience: (small, medium, large DMOs/CVBs, or applicable to all): applicable to all
Key takeaways: Communicators must broaden their preparation for crisis situations, increased political divisiveness requires a public affairs approach, and monitoring goes beyond traditional channels.
Presented by Winter Prosapio, Communications Director, The Atkins Group

Five Ways To Use Data to Be a Better Digital Marketer - Location: HULLABALOO
From measuring beyond the click to building first-party audiences, and tracking visitor spend, there are a lot of tools to add to your digital tool belt. You'll leave with actionable items that you can deploy immediately.
Presented Daniel Horsch, Senior Sales Director, Adara

Join us as we recognize and present the following awards:

Texas Tourism Hall of Fame

Marion Szurek Leadership Awards

Texas Trailblazer Awards

The Destination Excellence Awards

Texas Destination Marketer (TDM) Accomplishments

Capture the Power of Storytelling: Innovative Strategies for Small to Mid-Sized DMOs to Create Big Impact" Panel discussion - Location: REVEILLE
Join us for an engaging session that will revolutionize your destination marketing efforts. In this interactive workshop, we will unveil a range of innovative storytelling techniques designed specifically for small to mid-sized Destination Marketing Organizations (DMOs).
• Discover how to create captivating displays in your visitor center that leave a lasting impression on travelers.
• Learn strategies to equip and empower locals as storytellers, enabling them to share your destination's unique narrative far and wide.
• Dive into the art of reactivating historic spaces, unlocking the potential for locals to become ambassadors of their own stories.
Gain practical insights and best practices from successful case studies that demonstrate the power of these storytelling approaches and leave inspired with a toolkit of strategies to enhance your destination marketing, engage visitors, and foster community involvement.
Moderator: Rose Jordan, Director, Mineral Wells
Panelists:
Anna Yowell, Tourism Manager, City of Baytown
Brittany Hoffman, Marketing and PR Coordinator, New Braunfels CVB
Chris Riggins, Marketing Manager, Destination Bryan

Creating an Accessible Travel Guide for Your Destination - Location: CORPS
Accessibility is an essential part of any destination's visitor experience, and accessibility guides help introduce your attractions, hotels, and experiences to a wide network of travelers of varying abilities. In this session, learn best practices and creative solutions for collaborating with local partners and presenting their accessibility information online.
Presented by Kyle Huff, Director, Growth Marketing, Tempest

Q3 Traveler Trends and Texas Travel Data. Turning insight into actions - Location: HULLABALOO
Discover the top 5 travel trends for Q3 based on Expedia Group proprietary data, followed by a deeper dive into what is happening within the Texas travel market according to Expedia Group search and book data.
Takeaways:
• Key Markets in the US and Globally Texas destinations should be looking at
• Seasonality of travelers searching and booking Texas/US
• Booking Windows and when it makes sense to be actively marketing your destination.
• Q3 Travel trends to keep an eye on as you close out 2023.
Presented by Mathew Klug, Expedia Media Group

Unlocking the AIgorithm: The Evolution of SEO in the Age of Artificial Intelligence - Location: ROSS
In today's digital landscape, search engine optimization (SEO) has become an essential strategy for businesses to increase their online visibility and reach target audiences. However, with the rise of artificial intelligence (AI) and machine learning, SEO is having to adapt to these advancements. Join Simpleview experts as they explore how SEO is changing to accommodate AI and discuss the key trends and strategies that DMOs need to embrace to stay ahead in the competitive online marketplace.
Presented by Leanna Gonzalez, SEO Analyst, Simpleview

We Exist! Using Data and Insights to tell a better DMO story of your relevance and how insights can drive community outcomes - Location: ROSS
It’s time to end the disconnect between research, insights, and your local decision-makers. We are in a renaissance of destination information and we need to take advantage of the new tools available to tell the holistic effect we have on the visitor economy, local jobs, and the benefits to residents. This session goes over what these data sets are, how to use the tools to understand them, and how to take the insights and tell a fantastic story about the outcome and possibilities of place.
Presented by Katie Cook, Director of Strategic Services, Zartico
Panelists:
Robert Lopez, Vice President, Abilene Convention & Visitors Bureau
Jeremiah Cook, Tourism Manager, Visit College Station

Plan Your Work, Work Your Plan - Why having a strong roadmap for your organization is the key to success - Location: HULLABALOO
A Strategic Plan is a document outlining the road map of key elements used to communicate with the organization its short, mid, and long-range goals, the actions needed to achieve those goals, and other critical elements identified during the planning and execution of the plan. Through his 50+ years of experience in the hotel and hospitality industry, Larry Woods will cover the What, Why, and How to define an organization's strategic plan, its components, and a basic outline for creating one. We will discuss five reasons why you should have a plan, how to put it on paper, and how to execute it to be successful and get your stakeholders to buy in on it. This is an excellent opportunity for a novice or someone looking for a refresher on strategic planning, to gain a better understanding of the strategic planning process through thought-provoking ideas and examples resulting in successful organizational outcomes.
Presented by Larry Woods, Director, Visit Boerne

Beyond the Basics: Let's Talk Authentic Experiences - Location: REVEILLE
It's no secret that attendees and meeting planners want more out of their convention experience. Current trends show that attendees want to experience the destination beyond their meeting space through genuine local excursions. Join Mallory for an interactive session to learn about curating a catalog of creative and authentic signature experiences that are unique to your destination.
Presented by Mallori Johnson, Visit Corpus Christi

What’s New with Travel Texas? - Location: CORPS
This presentation will provide an overview of Travel Texas with an emphasis on what the program can offer as a resource. Come to learn about travel trends, successes from the past year, what’s on the horizon, and partnership opportunities available to DMOs.
Presented by Nate Gieryn, Tourism Deputy Director, Travel Texas

Law 1: Do not let machines overshadow your humans

"AI is a tool, not the craftsman. Let it assist, but never overshadow.

Navigating the complex world of AI can be both exciting and daunting. If you're seeking to understand its core, maximize its potential, and be alert to its pitfalls, having a guide is essential. How are your visitors engaging with it? What implications does it hold for them, your team, and your destination? The 12 Laws of AI, presented by Madden Media's Matt Clement, will help provide clarity and direction as you navigate this ever-evolving frontier.
Presented by Matt Clement, Managing Partner, Madden Media

Join us for a fun, casual closing party at the Backyard in the Northgate Entertainment District! Featuring chips and salsa, a taco bar, adult beverages, and fun DJ tunes. Dress casually and for warm weather - we will have yard games, and the venue is open inside for those members who prefer the indoors.

Shuttles will run from 5-8 p.m. between Northgate and the Host Hotel (Northgate is also only .7 mile from the Host Hotel for those who prefer to walk).

This event is sponsored by our friends at AJR Media Group!