Foothills, 17th Floor

The Texas Tourism Women’s Conference, presented by TACVB, is an interactive series of impactful workshops, expert presentations, and collaborative conversations. Led by the industry's top leaders, this conference is an invaluable experience for every female leader and those aspiring to lead, providing exceptional opportunities for advancement and networking.

AGENDA - Day 1

Noon – 1 p.m. Welcome to the Texas Tourism Women’s Conference!
Instructor and participant introductions
Agenda overview
What do participants hope to learn/ identify key takeaways

Conference facilitators: Maura Gast, FCDME, Executive Director, Visit Irving, and Amy Brown, Senior Vice President, Sales and Services, Visit Fort Worth

1:00 – 2:45 p.m. Confidence in Communication Workshop
The fear of public speaking is real and palpable for many people. The ability to stand up and articulate a message in front of an audience can make even seasoned professionals break into a cold sweat. The good news is there are tangible skills, techniques, and tools that individuals can learn to help calm their body and nerves – and prepare to give an impactful presentation, no matter the setting. In the Confidence in Communication workshop, we deliver this training in an engaging, interactive manner giving individuals a strong foundation on how to build confidence and work toward mastering the art of public speaking. The skills discussed will be valuable, not just for formal speeches and presentations, but also for effectively and persuasively communicating with key stakeholders in any setting, from the personal to the professional. The practical tips will include everything from word choice to body language and participants will leave the conversation with new tools to immediately use in their everyday life.
Presented by Jenifer Sarver, Principal, Sarver Strategies

2:45 p.m. Break

3:00 – 5:00 p.m. Leadership is a Series of Negotiations Workshop
More than ever, leaders in tourism must know how to effectively negotiate to be successful. When you think about it, much of a professional’s day is spent negotiating hammering out the terms of a deal, controlling costs, communicating effectively, and solving problems. For some, negotiation can look like asking for additional headcount or volunteers, mediating drama, and negotiating change. For you, negotiation may include positively dealing with other departments, members and/or meeting industry partners. In addition, DMO professionals must influence key decision makers and understand the value they provide. Leadership is a constant negotiation.
Presented by Negotiation and Leadership Expert, Linda Swindling, JD, CSP, Author of Ask Outrageously: The Secret of Getting What You Really Want and Stop Complainers and Energy Drainers: How to Negotiate Work Drama to Get More Done

2023-24 TACVB Board Members Only

8:00 – 8:30 a.m. Recap of Day 1

8:30 – 9:30 a.m. Leadership Redefined: Katie Briscoe on Energy, Values, and Career Transformation
Last year, Katie Briscoe made history as the first female CEO of MMGY Global, a leading $100 million integrated travel marketing firm with over 40 years of success. Join us for an engaging conversation where Katie shares her inspiring leadership journey. She will offer insights on advocating for yourself, managing your energy, living your personal values, and continuously reinventing yourself throughout your career. Don't miss this opportunity to learn from one of the industry's top trailblazers.
Presented by Katie Briscoe, CEO, MMGY

9:30 -10:30 a.m. Navigating the 'Did They Really Say That?' Moment: Strategies for Reacting to Unacceptable Remarks and Behavior
Join us for an open discussion where we'll tackle those challenging moments when we face unacceptable remarks and behavior in our professional lives. We'll share experiences of feeling marginalized, unfairly criticized, bullied, or spoken to inappropriately. We'll explore strategies to handle these situations with grace and professionalism, maintaining composure, asserting boundaries, and responding effectively without losing our cool. This is a safe space to share your stories, learn from others, and build a toolkit for navigating these tough moments with confidence!
10:30 a.m. Break

10:45 – Noon Redefining Success: Work-Life Balance from the Corner Office
The question we often grapple with is: Can work-life balance truly exist? The answer is both simple and complex. Yes, it can exist, but not in the rigid, idealized form we sometimes envision. Achieving work-life balance is less about perfectly dividing our time and more about integrating our professional and personal lives in a way that aligns with our values and goals. These insights come from my 25 years of experience as a leader, navigating the complexities of both professional and personal realms….and making every mistake in the book.
Presented by Sarah Lehman, CEO

Noon - Closing Remarks and Topic Wrap-Up
What’s Next?

Zilker Ballroom Foyer, 1st Floor

Discover Austin’s hidden gems on our immersive destination tour! First stop, the Austin Visitor Center to spend time with our knowledgeable staff while fueling up with tasty breakfast tacos from one of our favorite taqueria’s, then we’re off to explore the city’s vibrant neighborhoods and unique attractions. This friendly adventure is a must for DMO staff looking to uncover the authentic heart of the Texas capital.

Meet in the Hyatt Regency lobby at 8:00 a.m. Visit Austin staff will greet you to board our coach for an 8:15 a.m. departure. Scheduled return by 11:30 am.

Room: Texas 1

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

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

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

Room: Texas 2 -3

Sales 101

Join us for a crash course in Destination Sales and learn the core skills to excel in destination selling—master prospecting, attending shows, and closing deals. Learn to position your destination's assets effectively and navigate the world planners, suppliers, and tradeshows.

In this session, you'll learn:

Destination Sales Fundamentals: Understand the unique needs of destination sales.
Destination Sales Strategies: Prospecting, qualifying, pitching, handling objections, and closing.
Building Relationships: Develop strategies for successful interactions with planners, third-party planners, and partners.
Sales Events: Learn best practices for hosting FAMs, Site Visits, or Planner Events.

Presented by Steven Simmons, Association Sales Manager, Visit Plano, and Travis Milum, CMP, Senior Director of Accounts, Visit Corpus Christi

Room: Texas 5-7

Services 101

Join us for a “Deep Dive into Services” workshop, an essential introduction designed for individuals eager to excel in the service industry. Whether you’re just starting out or looking to refine your skills, this workshop offers a comprehensive overview of the core principles that define outstanding service.

In this session, you’ll learn:

Beyond the Basics of Servicing: Advanced Strategies for Delivering Excellent Customer Service
Destination Services Trends: Deep dive into why Data, AI, & Accessibility are so crucial in our roles
Roundtable Discussions centered on the Current Challenges in Destination Services, Indispensable Offerings for Planners, and How Services Shows their Worth
Gain insights from other Service Professionals on Strategies for Growth and Success in the Industry

Presented by Heather Walker, CMP, Vice President of Client Services, Visit Dallas, and Mallori Johnson,
Destination Services Manager, Visit Corpus Christi

Room: Texas 5 - 7

Zilker Ballroom

Featuring:

Tom Noonan, President & CEO, Visit Austin
Linda Swindling, Author, National Speaker
Justin Bragiel, General Counsel and Legislative Director, THLA
Sarah Lehman, CEO, Zartico

Zilker Ballroom

Destination Storytelling: Communicating for Impact
In this fireside chat, veteran industry leaders Larry Woods of Visit Boerne and Mitch Whitten of Visit Fort Worth will discuss with communications expert Jenifer Sarver how to build a story that engages the hearts and minds of your target audiences. This lively discussion with leaders from two distinctly different and unique destinations will provide practical tips for identifying the core elements of your story, building consistency around telling your story, and sharing real-world insights on how to communicate it confidently in all settings. Audience members will be engaged and entertained, taking away key communication skills they can immediately put to work for their organization.

Presented by Jenifer Sarver, Principal, Sarver Strategies

Zilker Ballroom

Grab your popcorn and join us as we celebrate the best of the best in Texas Tourism!

Featuring:

The Marion Szurek Leadership Award Winner
The Texas Trailblazer Award Winner
The Texas Tourism Hall of Fame

Destination Excellence Award Winners

TDM Awards and Certificates

Zilker Terrace & Foyer (2nd Floor)

Brought to you by the Young Professionals Committee and sponsored by our fun and fabulous friends at Tempest, Destination Bryan, and Visit South Padre Island!

Location: Speakeasy, 412 Congress Ave

Join Visit Austin as we take a trip back to the 1980s and 1990s with The Spazmatics! 80s attire is encouraged!

Featuring live entertainment, bites and beverages, and vintage bowling. Transportation to and from the event will be provided.

Zilker Foyer, 1st Floor

Zilker Ballroom

Zilker Ballroom

State of Travel

Explore the dynamic landscape of the travel industry with Katie Briscoe, MMGY Global CEO. This session offers a vivid snapshot of today's travel trends, consumer behaviors, and the direct influence of recent global events on travel intentions. Katie will spotlight the critical challenges reshaping the travel sector and equip you with forward-looking predictions to stay ahead in the game. Discover the key factors motivating travelers today and learn strategic ways to harness this data to refine and revolutionize your marketing approaches. Perfect for industry professionals eager to stay on the pulse of travel's evolving narrative.

Presented by Katie Briscoe, CEO, MMGY

Daring to Lead: Harnessing Data to Neutralize Misperceptions and Drive Change, Room: Texas 2-3
In a world where perceptions often shape reality, the ability to leverage data to challenge and change perceptions is transformative. This breakout session is designed for bold leaders eager to harness the power of data to drive impactful change. Through a series of interactive case studies from large, medium, and small communities, we will illustrate the transformative power of data-driven strategies. Destination leadership starts with the ability to zoom out, is backed by data-led decision-making, and is fueled by bold action. Are you up for the challenge?
Presented by Katie Cook, Vice President of Strategic Services, Zartico

Career Growth Strategies: Navigating Opportunities for Young Professionals, Room: Zilker Ballroom
Join the Young Professionals Committee at TACVB for an insightful session on positioning yourself for growth within your organization and career. Explore various opportunities, both paid and free, and learn how to develop personal values that align with your professional goals.
Presented by April Brown, Senior Marketing & Communications Manager, Visit South Padre Island, Chris Riggins, Director of Marketing & Communications, Destination Bryan, and Aaron Werner, Executive Director Visit McKinney

Transform Your Marketing Strategy with AI: A Practical Guide, Room: Texas 5-7
Explore how AI can transform your marketing by responding to visitor inquiries, generating content, translating materials, drafting email templates, compiling FAQs, and assisting in event planning and promotion. This session will equip you with practical AI tools and strategies to enhance your marketing efficiency and effectiveness. Join us to stay ahead in the competitive market.
Presented by Dr. Bruce Ellis, Director of Professional Development, TCEA

Winning the Bid: Mastering the Sports Event Bidding Lifecycle, Room: Zilker 4
Are you ready to take your destination to the championship level of sports tourism? Join Simpleview and Playeasy experts to gain a comprehensive understanding of tailoring the entire bidding lifecycle around sports event planners and decision-makers. From promotion to crafting a compelling proposal and reporting on economic impact after the event — learn what you need to compete and win in the rapidly-growing sports market.
Presented by Chris George, Senior Solutions Engineer at Simpleview, and Kerri Shields, Co-Founder & President at Playeasy

Social-First Storytelling, Room: Texas 1
In the ever-changing social landscape, great storytelling remains a timeless trend. Every brand has a story to tell, but how do you inspire a deeper connection between your audience and your attraction? That’s what we are going to answer. In this session, you will learn how to apply classic storytelling techniques to your social strategy, plus best practices for short-form video content creation.
Presented by Marissa Valentine, Head of Marketing & Promotion – Odyssey Studios, a Miles Partnership company

Defining Your Destination's Path, Room: Zilker 4
The tourism and hospitality industries continue to face a critical workforce shortage brought on by the pandemic as well as other outside forces. Learn how Visit Corpus Christi is addressing these challenges by partnering with the Texas Hotel Lodging Association and the Texas Restaurant Association to promote innovative programs to improve the talent pipeline for the tourism and hospitality industries.
Panelists: Debbie Wieland, Education Outreach & Foundation Director, Texas Hotel Lodging Association
Heather Pickett, Foundation Director, Texas Restaurant Association
Tony Abruscato, Chief Marketing Officer, Texas Restaurant Association
Facilitated by Meredith Darden, Chief Operating Officer, Visit Corpus Christi

Establishing Authority in an AI World: Content Strategies that Boost Traffic & Trust for DMO Websites, Room: Texas 2-3
The SEO landscape is changing, and solutions like Google's Search Generative Experience (SGE) are dramatically impacting content discovery for DMOs. Discover how forward-thinking content strategies and proper content management can elevate your destination website, establish your DMO as the preeminent authority on destination experiences, and yield qualified organic website visits. Presented by Sarah Bellamy, Content Marketing Manager, Tempest

Unleash the Power of Funding: Navigating the Texas Event Trust Fund Program for Sports Tourism Success, Room: Texas 1
Join Monica as she shares her wealth of expertise on taking advantage of the Texas Trust Fund Program.
Presented by Monica Paul, Executive Director, Dallas Sports Commission

Digital Advertising for the Modern DMO - Marketing to Multigenerations, Room: Texas 5-7
The marketing funnel guides your future visitors from being aware of your destination to taking the trip. How can you ensure your DMO’s message reaches the right people? How do you combine digital advertising tactics to move potential visitors from general awareness to sharing their incredible experiences with friends and family? In this session, learn how digital ad tactics fit into the overall marketing funnel and combine to build sustainable, lasting visitor growth for your DMO.
Presented by Drew Warriner, Regional Vice President, Q1 Media, and Ian Donahue, Regional Sales Manager, Q1 Media

Lessons Learned from the Large DMOs, Room: Zilker Ballroom (Panel Discussion)
Discover how leadership is fraught with challenges even with a bigger budget. Hear from our larger DMO leaders on navigating difficult employees, challenging partners, and demanding elected leaders, turning adversity into opportunity.
Panelists TBA
Facilitated by Brett Oetting, President & CEO, Visit Corpus Christi

Zilker Ballroom

Zilker Ballroom

How to Harness More from Your Hoteliers (Panel Discussion)

Building solid relationships with your area hoteliers is critical for DMO success. This session gets down to business.

THLA's Scott Joslove facilitates a no-nonsense panel discussion with experienced hoteliers. Together, they'll address everyday challenges faced by DMOs in their work with their hotel partners, including:

* Gaining active hotelier participation in DMO initiatives and meetings
* Securing room block and group rate participation for events/conventions
* Mentoring your hotel managers into local advocates for your DMO
* Achieving improvements to subpar hotel properties
* And answers to other related questions by the audience….

You’ll leave with actionable strategies to strengthen your DMO-hotelier partnerships and achieve your destination's goals.

Presented by Scott Joslove, President & CEO, THLA

From Safety to Security: Building Strong Partnerships with Law Enforcement and Community Groups, Zilker Ballroom (Panel Discussion)
Learn how DMOs can collaborate with local law enforcement and community partners to address safety and security in your destination during major events, as well as initiatives to address homelessness.
Panelists: Robin Henderson, Interim Chief of Police, Austin Police Department, and Bill Brice, Sr. Vice President, Investor Relations, Downtown Austin Alliance
Facilitated by Tom Noonan, President & CEO at Visit Austin

Travel Trends and Texas Travel Insights, Room: Texas 5-7
Join us as we look at the latest Expedia first-party data around current travel trends and Texas-specific travel data and insights. The goal of the presentation will be to provide actionable insights that each attendee can take back and use to support their destinations.
Presented by Matthew Klug, Sr Regional Manager, Business Development, Expedia

Marketing Your Destination through Your Sports Stakeholders, Room: Texas 2-3
Join us for a moderated session on how the Austin Gamblers, Texas Athletics, and the Circuit of the Americas promote the city of Austin through their marketing channels. This session will show unique and creative examples of how some of Austin’s sports stakeholders help promote the city of Austin and, in turn, can help other cities do the same for their own destinations.
Panelists: Charles Branch, University of Texas, Allie Stone, Circuit of the Americas, and Jenny Nagelmueller.
Moderated by Drew Hays, Visit Austin

Transforming the Visitors Center Experience, Room: Texas 1 (Panel Discussion)
Move beyond brochures! This dynamic panel discussion will equip you with proven strategies to transform your visitor center by incorporating activations, creating engaging experiences and drive profitability. We'll explore tour guide partnerships, interactive exhibits, local artist showcases and other activities that entice visitors to linger and spend.
Panelists: Rose Jordan - Director of Tourism Visit Mineral Wells, Lisa Dalton - Visitor & Cultural Services Manager Visit Grapevine and Natalie Pollen Visit Austin. Moderated by Aaron Werner, Executive Director Visit McKinney.

Updates From Travel Texas, Film & Music Offices, Room: Zilker 4
Join us for an engaging session with our partners from Travel Texas, the Texas Film Commission, and the Texas Music Office. Discover the latest updates and learn how to participate in their exciting initiatives!

HR Hiring Best Practices, Zilker Ballroom (Panel discussion)
Discover effective recruitment strategies to ensure you place the right people in the right roles to enhance your organization's success.
Panelists: Maura Gast FCDME, Executive Director, Visit Irving Texas; Heather Lang, Director of Human Resources, Visit Austin; Susan Keeble, Director of Human Resources, Galveston Park Board of Trustees, Visit Galveston
Moderated by Meg Winchester, Fired Up!

Attribution for Advocacy, Room: Texas 5-7
Mobile location data can provide an incredible understanding of travel behavior…but what if you could do more? What if someone ran attribution data through proprietary economic models to determine the spending, job, and tax implications of your marketing efforts? Join us for an early look at this technology.
Presented by Zeek Coleman, Vice President Americas, Tourism Economics

Crafting Unforgettable Site Visits: The Creative Approach, Room: Zilker 4 (Panel Discussion)
Join us for an engaging session on harnessing creativity to craft exceptional site visits that leave a lasting impression on your guests. In this session, we'll explore innovative approaches to hospitality that ensure your customers feel welcome and truly special. Learn how to infuse creativity into every aspect of the site visit process—from initial planning to the on-site experience—to create memorable moments that resonate with your visitors.
Panelists: Amy Zientek Director of Sales & Services Visit Lubbock, Jo Beth Wolfe Convention Sales Manager Visit College Station & Erin Sheehy Senior Destination Sales Manager Visit San Antonio. Moderated by: Marisa Obando Visit Plano

Maximizing Financial Resources: Strategies for Sustainable Growth, Room: Texas 2-3
Join us for a comprehensive exploration of funding strategies in our session on Maximizing Financial Resources. Learn how to manage reserves and leverage them to expand your budget effectively. Discover opportunities such as grants, event revenue, and other potential sources of private revenue generation to diversify your funding streams. Gain insight into the language of persuasion to advocate for increased funding and secure the resources needed to support your organization's growth and sustainability.
Presented by Julie Hart, President & CEO, CFO by Design

Elevating Your Services Game, Room: Texas 1 (Panel Discussion)
Discover proven strategies from fellow service professionals to help elevate your destination’s offerings for convention and sports groups. Enhance client satisfaction by delivering exceptional experiences that keep clients coming back.
Panelists: Stephanie Andrews, Director of Client Services, Visit Amarillo;
Kelly Criddle, Destination Services Manager, Fredericksburg Convention & Visitor Bureau; and Jenn Shira, CMP, Sr. Convention Services Manager, Visit Austin
Moderated by Linda Atkins, Vice President of Services, Visit Austin

Yeti Flagship Store, 220 S. Congress (adjacent to Hyatt)

Zilker Ballroom

Zilker Ballroom

A Generational Revolution: Leading Gen Z and Millennials Into a New Era of Work

In today’s dynamic workplace, disruptive technologies and new generations of employees are reshaping the work landscape. These shifts are characterized by evolving values and expectations that differ significantly from previous generations.In Texas, Millennials (born between 1981 and 1996) and Generation Z (born between 1997 and 2012) form a substantial workforce segment, driving significant changes across industries, including tourism and conventions. As these groups continue to grow in influence, understanding their impact is crucial for forecasting future trends in the workforce and beyond.What do these generational shifts mean for the future of the workforce, particularly in sectors like tourism and conventions? How can the collaborative styles and values of Millennials and Gen Z provide insights into the skills and knowledge needed by future professionals? How do life experiences, values, and the broader economic and socio-political landscape shape their thinking?Dr. David Coletto, a seasoned researcher with extensive experience in generational analysis, will address these questions. As the founder and CEO of one of Canada's most influential research firms, David has dedicated over 15 years to studying how generational dynamics shape industries. His expertise offers valuable perspectives on adapting to and leveraging these changes for organizational success.In this engaging and data-driven presentation, David will explore how a generational lens is essential for understanding current workplace dynamics and their implications for the next decade, particularly within tourism and conventions.Join us to gain insights from one of the foremost experts on generational change, as we explore how these shifts are creating both challenges and opportunities in the Texas workplaces and beyond.

Presented by David Coletto, CEO, Abacus

Always a conference favorite, join your colleagues in various topics to discuss the issues that are important to YOU. Each topic will be facilitated. DMO MEMBERS ONLY, PLEASE—no partners for these sessions.

Topics:

CEO/Executive Directors - Zilker Ballroom
Marketing - Zilker 4
Sales - Texas 1
Services - Texas 2-3
Sports - Texas 5-7

Join Matt Clement from Madden Media as he hosts the inaugural TACVB Topic Throwdown! Watch your colleagues debate a range of tourism and travel topics in a session that's guaranteed to be hilarious, interactive, and engaging!