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2020 Winter Education Conference
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REGISTRATION INFORMATION

Regular member rate = $345 (Early bird rate $295 through November 15, 2019)  
Non-member rate = $400
Student rate = $150

Headquarters Hotel and Conference Location:

THE BEVY HOTEL by Doubletree Hilton

101 Herff Rd.  
Boerne, TX 78006
Group rate $149 (Cut-off date December 27, 2019)

Overflow Hotel:

Hampton Inn Boerne

34935 IH-10 West  
Boerne, TX 78006
Group rate $129 (Cut-off date December 26, 2019)

 

cONFERENCE SCHEDULE 

Unless noted, all meetings and sessions are held at The Bevy Hotel..


MONDAY, JANUARY 27

8:00 aM - 5:00 pm: REGISTRATION AND INFORMATION OPEN

9:00 AM - 12:00 PM: Pre-Conference Session: DESTINATION MARKETING PRINCIPLES

Destination Marketing Principles is designed especially for YOU.  If you're a local or regional DMO staff member, hotel and attractions partner, elected official, board member, downtown organization, or volunteer and advocate, then this is the seminar for you.  The seminar offers 3 hours of information that is beneficial to anyone involved in promoting a destination to visitors.  (TDM Required Course: 4 credits)

9:30 - 11:30 AM: HISTORICAL CASE STUDY TOUR (ADDITIONAL $40 TICKET)

Founded in 1852, Boerne’s history and culture was influenced by the European immigrants that settled and built the community through historic preservation and visionary leadership. Boerne boasts over 100 historic structures dating over 100 years old in its downtown business district. Come experience the history and charm of Boerne while touring several of these historic buildings on The Hill Country Mile. Hear tales of their past, the people that built them and how they came to house the businesses that call them home today.  The tour will culminate at one of the historic properties, including lunch so you can truly get a taste of what makes Boerne the hub of the Texas Hill Country. (TDM Heritage Tourism Discipline - 3 credits)

12:00 - 1:00 PM: LUNCH ON YOUR OWN
12:00 - 3:00 PM: COMMITTEE MEETINGS
3:00 - 3:30 PM: WELCOME MIXER: VENDOR ZONE 
3:30 - 5:00 PM: GENERAL SESSION: 

KEYNOTE: "Trends & Fresh Digital Strategies for 2020" - BRIAN MATSON, TwoSix Digital
Get you up-to-date on all the latest trends in theworld of digital marketing and tourism. Hear the latest strategies relating to marketingcampaigns and hear about some of TwoSix Digital’s latest case studies. You'll leave this session with valuable insights about social media advertising platforms that will help your organization get the very most out your digital marketing efforts in 2020 and beyond.

6:00 - 9:00 PM: HOST CITY OPENING NIGHT DINNER & ENTERTAINMENT

TUESDAY, JANUARY 28

7:30 AM - 8:15 AM: BREAKFAST   
8:00 AM - 5:00 PM: REGISTRATION & INFORMATION OPEN
8:15 AM - 9:45 AM: OPENING REMARKS & GENERAL SESSION 

KEYNOTE:  "Blaze Your Brain" -  JESSICA RECTOR
The World Health Organization just announced burnout as a medical diagnosis. What does this mean for your organization and people? Fire up your thinking.  Extinguish burnout.  Ignite your people!   

9:45 - 10:15 AM: VENDOR ZONE COFFEE & REFRESHMENT BREAK

 

10:15 - 11:05 AM: CONCURRENT EDUCATION SESSIONS

"Fundamentals of Advocacy" - JULIE HART and ALISON BEST, CFO by Design

 While advocacy is often confused for lobbying, it is a growing a more critical function of an effective DMO.  Does your community understand the benefits of a strong visitor economy and how it positively impacts quality of life?  This session will dive in to the importance of using a tourism lexicon that resonates with your stakeholders. We will look at tools to use with your board and elected officials to broaden the understanding of the value the DMO provides the destination. 

"Effective Tourism Market Research for DMOs" - Myha Gallager, Destination Analysts

DMOs of every size and budget face the same pressure to make strategic marketing decisions and prove their worth to the greater community. This session will outline the basics of conducting reliable market research, the types of research available and how they can best be leveraged to tell your DMO’s story. This presentation will leave you with a treasure trove of ideas with the highest impact to your organization and new ideas for identifying key performance indicators.

"A Guide to Tactical Content Planning for Your Destination"- BRIAN MATSON, TwoSix Digital
Leverage social media to gain maximum results. Learn valuable strategies to help organize your day-to-day activities including: content planning, content development, content distribution,and helpful tips to master Google.

"OUTLOOK - The Lifeline and How to Use It" (PART 1)-  John McMichael, Priority Management
"Newsflash, to survive and thrive, companies are asking fewer people to do more work and do it faster at a higher level of quality. This daunting requirement does not appear likely to change any time soon as we continue through a challenging and hyper-competitive global economy. There is no easy or simple solution for those employees dealing with this ever increasing workload. The bottom line for most organizations is; the work must get done, get done timely and get done right. Increasingly, organizations are looking to provide a “lifeline” to their employees and equip them with the skills and competencies to manage their personal effectiveness in order to dramatically improve their productivity while coping with the resulting stress."

 11:10 - 12:00 PM: CONCURRENT EDUCATION SESSIONS

"Thinking About a TPID?" - JOHN LAMBETH and JULIE HART, CFO by Design

This session will provide expert guidance on not just establishing your TPID but, just as importantly, establishing a strong governance model and preparing your team for the impacts.

"Fire Up So You Don't Burnout" -  JESSICA RECTOR
Develop processes for poor decisions and how to implement better focus and decision making skills. Learn how to immediately improve motivation, morale, and attitude, while improving energy and empowerment.

"OUTLOOK - The Lifeline and How to Use It" (PART 2)-  John McMichael, Priority Management

"Boerne Visitor Center Case Study" – Larry Woods and Jeanette Teague, Boerne CVB
Where there's a visitor center, there's a story - and this one is brand new.  Tour Boerne's new visitor center just opened Summer 2019 and hear their story of politics, pitfalls, strategy and success.

12:15 - 1:30 PM:  BOX LUNCH SHIRTSLEEVES SESSIONS

Deep-dive topical shirtsleeve sessions including TPIDs, PR "hot buttons", TxMET Hacks, Visitor Center Politics, TEAM Texas Co-ops and more.

1:30 - 1:45 PM:  BREAK
1:45 - 2:30 PM: GENERAL SESSION 

KEYNOTE: "Visnostic Selling" - KIMBERLEE SLAVIK
Visualization + Diagnostics = Visnostic. Stop the madness of producing marketing content full of features and functions! Clients have to work too hard to translate what you do into why they care! Translate for them with VISualization DiagNOSTIC Statements. Visnostics will change everything by converting Vendor-Speak into CLIENT-Speak!

2:30 - 3:30 PM: VENDOR ZONE REFRESHMENT MIXER

3:30 - 4:45 PM: GENERAL SESSION

KEYNOTE:  "The Eco-cycle of Tourism" -  MAURA GAST, CEO, Irving Convention & Visitors Bureau
“If you build a place that people want to visit, you build a place that people want to live.If you build a place where people want to live, you build a place where people want to work.If you build a place where people want to work, you will build a place where business has to be.And if you build a place where business has to be, you’ll build a place where people have to visit.”

4:45 - 5:00 PM: announcements and dine-around details

It's a night out in Boerne full of local eats and drinks.  Pick your favorite fare, round up some colleagues and have fun "doing market research" in downtown Boerne.


wednesday, january 29

7:30 - 8:20 AM: BREAKFAST 
8:00 - NOON: REGISTRATION & INFORMATION OPEN
8:20 - 9:30 AM: OPENING REMARKS & GENERAL SESSION

IDEA FAIR 2019 - THE WINNERS, WHYS, AND HOWS
The best ideas are borrowed and stolen.  Award-winning DMOs present the "why?" behind their 2019 Idea Fair projects and compact the "how"for you to make it your own.

9:30 - 9:45 AM: BREAK

9:45 - 10:30 AM: CONCURRENT EDUCATION SESSIONS

"Heads in Beds is so 2010" - ALISON BEST, CFO by Design and RON PRICE, Experience

Arlington 

This session will explore the changing role of the DMO.  DMOs today understand so much more about the purchasing behaviors of travelers and know that travel decisions are not made based on the hotel. People are choosing destinations because of the experiences they can have....festivals, culinary scenes, craft beer and bourbon trails, sporting events, and outdoor experiences.  DMOs have to be focused on destination development to collaboratively create a place where people want to live and own a business - and by the way, visit.  

"Managing Your TDM Journey" - Blaire Zahn, Visit Plano and TDM Chair

Take control of your professional development journey.  Learn how to access and manage your TDM journal, how to upload credits, transfer credits from other associations, track your progress, and more.

"Creating the Customer Service Culture" -  RENEE MCKINNEY, DIRECTOR OF EXPERIENCE, Visit Dallas
Renee McKinney facilitates a panel discussion between designers of some of the most-recognized business cultures that set customer service standards for the rest.

"Sports Facilities and How to Work With Them" -  EVAN ELEFF
Sports is big DMO business with big economic impact in our destinations.  Get the skinny on attracting facilities, developing sustainable relationships with management and booking the games.

10:30 AM - 10:45 AM: break
10:45 - 12:00 PM:GENERAL SESSION

KEYNOTE: "Imagine A Complaint Free World - It Can Happen!" - Will Bowen
Don't miss closing keynote Will Bowen, professional comedian full of passion and enthusiasm about his dream for a complaint-free world.  Complaining is an epidemic that is destroying our happiness, relationships, health, and success.  The problem is that most people aren’t even aware when they complain.  As Will Bowen says, “Complaining is like bad breath- – you notice it when it comes out of someone else’s mouth, but not when it out of your own."  Laugh and leave Boerne happy and inspired!

12:00 Noon - And...That's a Wrap!


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Texas Association of Convention and Visitor Bureaus
PO Box 1256
Denton, TX  76202
Phone: 940-999-1002
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