2014 TTIA Travel & Tourism College Hyatt Regency Lost Pines Resort Austin/Bastrop Freshman Classes Baron s ABC

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1 2014 TTIA Travel & Tourism College Hyatt Regency Lost Pines Resort Austin/Bastrop Freshman Classes Baron s ABC *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 Search Marketing: Organic, Pay-per-click, and Tracking This class will be designed to provide a Tourism Professional with an overview of Search Marketing. Key elements of a good campaign will be defined and demonstrated so that the attendee will have a clear understanding of what makes make a good campaign work and how to measure results. The emphasis will be on using tools within Google that help a marketing professional reach the most qualified consumers with the most cost effective campaigns. Speaker: Carl Cox, Sr. Director of Online Production, Madden Media 3:30 PM 3:45 PM Break 3:45 PM 5:00 PM Hotel Taxes, Economic Development Incentives, and Tourism: How Do They all Fit Together? Bennett Sandlin will discuss the interplay between state law, city departments, local entities including chambers, and others when thinking about city tourism. Speaker: Bennett Sandlin, Executive Director, Texas Municipal League 5:00 PM 5:15 PM Wrap-Up 6:00 PM 7:30 PM Dinner in the Pavilion at Hyatt Regency Lost Pines Resort 6/6/2014 Page 1

2 Tuesday, June 17, :30 AM 9:45 AM On-Line Packaging & Business-Ready Systems for Destinations & Travel Suppliers The dynamics of consumer travel research, buying and the booking process have been changed by the Internet. To be competitive, DMOs, travel suppliers and travel packagers need to embrace the new on-line paradigm. This session uncovers the various on-line package and product models used by destinations and travel suppliers. You will tap into the Web trends, tools, techniques essential for on-line packaging success. In addition, you will discover the process to create compelling consumer packages and the business-ready systems suppliers need to implement, develop and deliver a seamless consumer experience. You will increase visitation and generate results. Speaker: Joe Veneto, Founder and Principal, Opportunities Unlimited 10:00 AM 11:15 AM Social Media for B2B: LinkedIn and More Yes, OK, LinkedIn is a logical place to start for B2B networking, but don't stop there. Blogs, Twitter hashtags, Facebook, Instagram...there are many places to connect, build relationships and develop leads via social media. Sure, you can keep cold-calling and sending s into the void, but there's a better way. Let's talk about it! Speaker: Sheila Scarborough, Writer, Speaker and Trainer Specializing in Tourism, Travel and Social Media 11:15 AM 12:30 PM Lunch 12:30 PM 1:45 PM Online Resources to Improve Your Marketing & Your Life In this fast-paced session, Kendra Wright will take you on a whirlwind tour of the latest and greatest online, smart phone and tablet tools and apps to help increase your efficiency, get control of your , improve your communication and just have a better life! We ll specifically discuss tools for marketing more effectively and wowing your web site visitors while saving your sanity. Get ready for an afternoon pick-me-up, with lots of ideas you can implement easily and immediately! Speaker: Kendra Wright, President, Saffire Events and Internet Consultant 1:45 PM 2:00 PM Break 6/6/2014 Page 2

3 2:00 PM 3:15 PM Be A Smart Crisis Manager Bad news travels at the speed of a Tweet, so smart organizations need to prepare BEFORE their next crisis. In this session, you will learn about the theory behind crisis communication, discover how other tourism organizations deal with crisis, look at key industry case studies to learn best practices, and leave with a simple checklist of what you need to make sure your organization is crisis-ready. Speaker: Fran Stephenson, Step In Communication 3:15 PM 3:30 PM Break 3:30 PM 4:45 PM New Online Priorities: Keeping Up with the Dog Years of the Internet Is your online presence keeping up with consumer expectations? Are you often left with your head spinning when trying to determine how to spend your time? The speed of the Internet is like dog years! We ll help you make sense of it, looking at the past to show you how everything old really is new again. Then we will discuss some benchmarks and best practices for your website, social media, mobile, and more, and tell you what you should do this year to take advantage of the online landscape. You ll leave with specific priorities and a to-do list for what to do next. Speaker: Kendra Wright, President, Saffire Events and Internet Consultant 4:45 PM 5:00 PM Wrap-Up 5:00 PM Open Night Wednesday, June 18, :30 AM 9:45 AM The Essentials of Travel Packaging Design Learn the essentials of the packaging process to create compelling products that will resonate with customers. This session provides the tools and technique as well as the current marketplace packaging trends. Discover how to connect emotionally with your customers using a unique methodology that ties to your destination drivers. Uncover the most popular product types for consumers and review models of successful packages. You will be able to design compelling packages that wrap up your products, services and experiences and generate results! Speaker: Joe Veneto, Founder and Principal, Opportunities Unlimited 6/6/2014 Page 3

4 10:00 AM 11:15 AM PR for Travel & Tourism Public Relations is an important part of an organization s Marketing Plan to earn public understanding and acceptance. In this session, seasoned PR veteran Bob McCullough will take us through the important aspects of a travel & tourism PR plan from planning to execution to evaluation. He will provide the tools to identify target audiences, select the appropriate communications methods for each audience, and effectively tell your story. Speaker: Robert G. (Bob) McCullough, APR, Director of Communications, Morgan s Wonderland 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 Advocacy and Engagement: It s all about Relationships Lawmakers and political leaders make decisions on a regular basis that impact your industry, your employees and your customers. To ensure they make decisions that help not harm your business, it is important that you engage with them and advocate on behalf of your industry on a regular basis. But how? It s all about relationships. In this session, you will discover ways to successfully and practically engage in the public policy process by building relationships, being a resource and telling the story of the impact of travel and tourism on local economies, communities and citizens. Speakers: Jenifer Sarver, Chief of Staff to Karen Hughes, Burson- Marsteller 6/6/2014 Page 4

5 10:00 AM 11:15 AM Research Round-Up Does the thought of research having you shaking in your boots? In this session we will explore different types of research and learn how you can use simple research techniques to learn about your visitors and your target markets. You will leave this session with one research idea that you can implement right away. Speaker: Dr. Chay Runnels, Assistant Professor of Human Sciences Hospitality Administration, Stephen F. Austin State University 11:15 AM 12:30 PM Lunch 12:30 PM 1:45 PM Positively Outrageous Service It s the most fun you can have and still do serious business! Travel and Tourism is an industry where the experience is everything. T. Scott Gross is going to show us how the best of the best create and control every aspect of the experience and earn positive, compelling word of mouth as the result. Speaker: T. Scott Gross, Author, Performance Management Consultant, and Professional Speaker 1:45 PM 2:00 PM Break 2:00 PM 3:15 PM Overview/Class Discussion Speaker: Paul L. Serff, President Emeritus, Texas Travel Industry Association 3:15 PM 3:30 PM Break 3:30 PM 4:45 PM Economic Values: Capturing the Value and Communicating the Results Have you ever had the conversation in your community...i am just not sure spending money promoting tourism or an event is really worth the money...i mean is there any value in it? This session will help you build an answer with some data to back up your claim! This session is about developing visitor surveys and capturing the economic value of your event. Once you collect, we will talk about how to analyze the results and then ideas to help communicate the end product. Be proactive and develop your plan before someone else values your effort for you! Speaker: Roger D. Hanagriff, Associate Professor in the Department of Agricultural Leadership, Education and Communications, Texas A&M University 4:45 PM 5:00 PM Wrap-Up 6/6/2014 Page 5

6 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 Tourism for the 21st Century Everything has changed and most of the old DMO models no longer work. In this fast-paced, fun, and energizing session you'll learn the three things that have lead to this change and the 15 things you can do to maximize your tourism marketing and development efforts. We'll cover demographics including the growing trend of multi-generational travel, product development, and marketing: what works, what doesn't. You'll head home and the marketing genius! Speaker: Roger Brooks, Author, Speaker, Destination Expert 10:00 AM 11:15 AM The Art of Branding a Community Branding is the keyword of the decade, but what does it really mean? Most people don t understand what a brand really is or how to actually build one. This presentation demystifies and explains the process of branding for umbrella organizations (multiple communities), cities, downtowns, and tourism marketing professionals. Through case histories, video clips, dozens of photos, and humorous stories, you'll learn what it takes to create a successful brand, how to make it obvious, and how that translates to cash. Speaker: Roger Brooks, Author, Speaker, Destination Expert 11:15 AM 11:45 AM Closing Remarks, Certificate of Completion, and Class Photos 6/6/2014 Page 6