2014 TTIA Travel & Tourism College Hyatt Regency Lost Pines Resort Austin/Bastrop Sophomore Class Baron s EFG

Transcription

1 2014 TTIA Travel & Tourism College Hyatt Regency Lost Pines Resort Austin/Bastrop Sophomore Class Baron s EFG *Check-in, classes, breakfasts, lunches, and dinners will take place at Hyatt Regency Lost Pines Resort unless otherwise specified. Transportation to all venues is on your own. Sunday, June 15, :00 PM 6:00 PM Registration and Hotel Room Check-In Baron s Ballroom Monday, June 16, :00 AM 1:00 PM Registration and Hotel Room Check-In Baron s Ballroom Prefunction Area 12:45 PM 1:45 PM Lunch & Orientation Pecan Court (located outside) Speaker: Paul Serff, President Emeritus, Texas Travel Industry Association; and Diann Bayes, Senior VP of Member Services, Texas Travel Industry Association 2:15 PM 3:30 PM Creating a Destination and Finding Our Higher Purpose We will share the process that creates a destination resort from the original concept.to what guests experience today. Breathing in the spirit of hospitality comes through the hard work and creative thinking of many individuals; and uses our higher purpose of caring for the human spirit, and creating memories for life. There is much to be learned from this journey, and how the foundations for tradition are built and expanded. The resort around you will be used as an extended classroom to bring the guest experience into a clearer focus, and provide inspiration for learning. Speaker: Steve Dewire, General Manager, Hyatt Regency Lost Pines Resort 3:30 PM 3:45 PM Break 6/6/2014 Page 1

2 3:45 AM 5:00 PM Sales Impact & Influence with Social Styles Your ability to impact and influence business, personal and social situations is directly linked to your sales skills. This program provides insights into the dynamics of social styles and the part they play on daily interactions. You will discover your social style and learn how to assess the styles of others. This insight will enable you to better understand your customers as well as their needs to generate results and develop stronger relationships. Speaker: Joe Veneto, Founder and Principal, Opportunities Unlimited 5:00 PM 5:15 PM Wrap-Up 6:00 PM 7:30 PM Dinner in the Pavilion at Hyatt Regency Lost Pines Resort Tuesday, June 18, :30 AM 9:45 AM Print Ain't Dead Traditional Advertising Is Alive. Integration is Key to Success With the rising importance of Interactive Marketing and Social Conversations, there are questions surrounding the importance of continuing to use Traditional Advertising to create brand awareness. Learn about the "whys" of how you should use each medium and the importance of creating a comprehensive, integrated plan because Print Ain't Dead and Traditional Advertising is very much alive. Speaker: Melissa Yao Hille, CEO, My Agency 10:00 AM 11:15 AM From Age to Affinity: The New and Emerging Group Travel Market Both the individual and group travel markets continue to transform. Making sense of consumer behavior will continue to be increasingly more complex. What will motivate future group customers to travel? What type of products and experiences will people be looking for? What will be destinations of choice? These are just some of the questions tour & travel suppliers will need to answer to attract the new travel consumer and motivate past visitors to return again. You will learn about new trends and motivating interests that are shaping travel and connecting consumers in the marketplace. The marketplace is moving; are YOU? Speaker: Joe Veneto, Founder and Principal, Opportunities Unlimited 11:15 AM 12:30 PM Lunch 6/6/2014 Page 2

3 12:30 PM 1:45 PM Anatomy of a Successful Travel & Tourism Blogging Program Congratulations, you're an online publisher, and now you want to start a blog to attract more visitors & guests. But...exactly how does one DO that? In this two-part session, we'll take you to the back end of blog publishing software & into the mind of an experienced blogger to show you the critical elements of a successful blog post, because content is only part of the package. Then, we'll demonstrate how to stitch all those posts (and maybe multiple authors) together into a blogging system that gets eyeballs on your work & attention for your destination, attraction or hotel. Speakers: Sheila Scarborough, Writer, Speaker and Trainer Specializing in Tourism, Travel and Social Media; and Katie Cook, Interactive Marketing Manager at Austin Convention and Visitors Bureau 1:45 PM 2:00 PM Break 2:00 PM 3:15 PM Content Marketing and Audience Development Content Marketing is one of the fastest-growing channels in the world of marketing. This year, more marketing dollars will be spent in an effort to engage audiences through stories, rather than traditional advertising, that any year in history. This class will provide an overview of the two most important aspects of this growing trend. First, we will look at the stories themselves. Story telling don t happen by accident, great stories have structure and design. They are developed in a way that will elicit emotions and inspirer the reader to want to continue reading. The second part of the class will focus on audience development through targeted distribution channels and social media. Speaker: Carl Cox, Madden Media 3:15 PM 3:30 PM Break 6/6/2014 Page 3

4 3:30 PM 4:45 PM Sense of Place Use It to Strengthen Your Heritage and Cultural Experiences Imagine New Orleans without its spontaneous parades or Austin without its bats they wouldn t be the same, would they? So, how are YOUR visitors senses being engaged? We re not talking about your brand or your reputation for football. We re talking about the emotional and sensory experiences your community and attractions provide for residents and visitors. 4:45 PM 5:00 PM Wrap-Up 5:00 PM Open Night Wednesday, June 18, 2014 In this interactive session we ll use vivid examples as a springboard to identify how destinations, restaurants, attractions and even lodging properties can increase their appeal and outline specific ways to build upon the positives (even embracing the negatives) as you develop and market richer cultural and heritage experiences. Speaker: Vicky Soderberg, Cygnet Strategies, LLC 8:30 AM 9:45 AM Texas Friendly or Not? The Tourism Professionals Role in Managing Visitors Experience One of the more difficult challenges tourism professionals face is the fact that what we work so diligently to promote, other people actually deliver and that delivery is not always in keeping with the message we are sending out. As professionals, we already know that the point-of-sale is just the beginning in what we hope will be a long, successful, and mutually beneficial relationship with our guests. Sadly, our interaction with guests typically ends at that critical point and their experience with our product is in the hands of complete strangers who may or may not grasp the significance of their part in keeping our products, businesses, communities, and state economically healthy. What can be done? This interactive, hands-on class will introduce students to the updated Texas Friendly Hospitality Program of the Texas AgriLife Extension Service at Texas A&M. Students will gain practical how-tos that can be immediately implemented toward impacting guests with true Texas hospitality. Speakers: Kim Phillips, Vice President/Director, Denton Convention & Visitors Bureau 6/6/2014 Page 4

5 10:00 AM 11:15 AM Texas Friendly or Not? The Tourism Professionals Role in Managing Visitors Experience (Continued) 11:15 AM 11:30 AM Wrap-Up 11:30 AM Open Afternoon and Night 11:45 AM 12:30 PM Private Back of the House Tour of the Hyatt Regency Lost Pines Join General Manager Steve Dewire and his team for a look behind the scenes at how Hyatt Regency Lost Pines operates. The special tour will cover a variety of areas, giving participants the opportunity to see how Lost Pines brings hospitality from the heart of the house to the front of house in order to effect a memorable guest experience. The tour will also include samplings highlighting Lost Pines cuisine prepared by Executive Chef John Pivar. Mr. Dewire is a charter team member at Hyatt Regency Lost Pines, which opened its doors on June 1, He kicked off his hospitality career during college and has been devoted to the industry and Hyatt since (Optional Event, Space is Limited) Thursday, June 19, :30 AM 9:45 AM Twitter: It s more than just 140-characters In this session, you will learn why Twitter is quickly becoming the ultimate communication and customer relationship management tool for destination marketing and tourism related organizations. We will discuss the keys to developing an effective strategy for the application, provide tips on cultivating compelling content and pass on the technics to effective delivery of your message to potential visitors. You will also learn more about the various tools that can improve your Twitter efficiency, along with learning more about Twitter Ads and how they can help you increase your audience reach & amplification. Speaker: Dave Serino, TwoSix Digital 6/6/2014 Page 5

6 10:00 AM 11:15 AM Delivering Effective Messages Whether speaking to a reporter with a television camera at a special event, or to an audience of business leaders, constituents or customers, delivering effective key messages in a compelling and memorable way can be a challenge. In this session you will get a top-line media and presentation skills training that will focus on the fundamentals of delivering an effective message, including developing memorable content, ensuring effective body language and learning techniques to stay on message no matter what. This hands-on training will be packed with real-life examples and practical tips that will help you more effectively communicate on behalf of the travel and tourism industry at large, and your organization in particular. Speaker: Jenifer Sarver, Chief of Staff to Karen Hughes, Burson- Marsteller 11:15 AM 12:30 PM Lunch 12:30 PM 1:45 PM Being the Very Best: Defining Your Personal Brand Branding is the essence of who you are - the perception we have of YOU as a person. Everything you do starts with YOU! First we'll determine your personality type using The Color Code. Then we'll talk about how to use that to your benefit - with the people you work and live with and how to use this to help you find and fine tune your personal brand. This will drive your career, will help you achieve your personal goals, and will translate to great success in everything you do. Speaker: Roger Brooks, Author, Speaker, Destination Expert 1:45 PM 2:00 PM Break 2:00 PM 3:15 PM Using Principles of Interpretation to Connect Visitors to Marketing Strategies Interpretation is all about making connections. How do you get your visitors to really connect to your resource or community? In this session we will discover ways to take your marketing to the next level through the use of interpretive practices. You will leave this session with strategies you can immediately implement into your marketing plan. Speaker: Dr. Chay Runnels, Assistant Professor of Human Sciences Hospitality Administration, Stephen F. Austin State University 3:15 PM 3:30 PM Break 6/6/2014 Page 6

7 3:30 PM 4:45 PM Travel s Effect on America The U.S. Travel Association is advancing an agenda in Washington to help travel businesses thrive, increase our market share of international visitors, and promote the benefits of travel to Americans. Chief among these efforts is the new Travel Effect campaign, whose current focus is spotlighting the hundreds of millions of days of earned leave that Americans are leaving on the table. This paradox is taking a heavy toll on our economy, workplace productivity, our health, and our family life. We call this The Day-Off Deficit. Through the Travel Effect initiative, we are speaking up about the national problem and uncovering the benefits that taking time off can deliver. Speaker: Greg Staley, Vice President of Communications, U.S. Travel Association 4:45 PM 5:00 PM Wrap-Up 6:15 PM 8:15 PM Dinner in Baron s ABC at Hyatt Regency Lost Pines Resort Friday, June 20, :30 AM 9:45 AM Overview/ Open Discussion Speaker: Paul L. Serff, President Emeritus, Texas Travel Industry Association 10:00 AM 11:15 AM Internal and External Analysis Tool YOU Can Use! External and internal forces shape your business and community s direction, but reacting to these forces makes you feel like you are chasing the rabbit. Would you rather create brainstorming sessions that help you predict the rabbits move maybe even start to control the rabbit? Okay, we will not be talking about rabbits, but this session will bring in marketing tools that you use in your business, collaborate with co-workers and build a plan to develop business direction, perception and mindset that control the destiny of your business. Speaker: Roger D. Hanagriff, Associate Professor in the Department of Agricultural Leadership, Education and Communications, Texas A&M University 11:15 AM 11:45 AM Closing Remarks, Certificate of Completion, and Class Photos 6/6/2014 Page 7