8:00 - 9:00 AM - Breakfast
9:00 -10:00 AM - Welcome to Day 2 and General Session - Making Differences Work - Location: CENTURY BALLROOM
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
10:15 - 11:00 AM - Breakout Sessions
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.
• 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
11:15 AM - NOON - Breakout Sessions
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
12:00 PM - 1:30 PM - Networking Lunch and TEXAS TOURISM AWARDS PRESENTATION - Location: CENTURY BALLROOM
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
1:30 PM - 2:15 PM Breakout Sessions
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
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.
• 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
2:30 PM - 3:15 PM - Breakout Sessions
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
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
3:15 PM - 4:00 pm - Closing General Session - The 12 Laws of AI: A Practical Guide for DMOs - Location: CENTURY BALLROOM
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
5:00 PM - 8:00 PM - Closing Reception sponsored by AJR 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!