Driving Tourism

Presented By

Southeast Tourism Society & SETTRA AGENDA

March 19 – 21, 2019

Hilton Daytona Beach Oceanfront Resort

Daytona Beach, Florida

Monday, March 18th

9:00a - 11:00a  Executive Committee Meeting (Breakfast Served)

11:00a - 2:00p  Lunch Break/On Your Own

2:00p - 5:00p  STS Board of Directors Meeting (Coffee Break)


Board of Directors Reception - Sponsored by Hoffman Media

Board of Directors Dinner - Sponsored by ADARA

Dine Around for Early Arrival Attendees/On Your Own

Tuesday, March 19th

8:00a - 5:00p  Registration Open

8:00a - Noon  Trade Show Set-Up

10:00a - 11:00a  STS Congressional Summit Meeting (For STS State Chairs)

11:00a - Noon  Tourism Advocacy Strategy Session                                                                                                 

Whether you want to familiarize yourself with advocacy for our industry, or develop your strategy for 2019, join us for this informative session that recognizes the importance of advocacy on the local, state, and federal levels.

11:00a - Noon  TMP-Only Session 

11:00a - Noon  Attendee Mixer 

12:00p - 12:30p  Networking and Tradeshow

12:30p - 2:00p  Welcome Luncheon & Marketing College® Graduation

Join us as we kick off this year’s annual conference by recognizing our newest class of Travel Marketing Professionals (TMP).

2:00p - 2:30p  Dessert & Networking

Sweet treats will be served in the Vendor Trade Show.

2:30p - 3:30p Breakout: National Park Service 

2:30p - 3:30p Breakout: Attractions and DMO

Presenter: Arival

2:30p - 3:30p Research Roundtable 

This interactive session is an open dialogue to discuss key issues and how research can be leveraged. This is an opportunity for STS and SETTRA member to exchange best practices on key issues affecting destination organizations. The format will be a moderated thorough discussion on one of the following topics of your choosing. Each moderate will then present a summary of discussion.

The Roundtable Discussions will be on these topics:

  • Research to communicate advocacy of destination marketing and developing a business strategy
  • Measuring Marketing Effectiveness
  • Research on a Limited Budget

3:45p - 5:00p  Welcome & Opening Keynote: “Fear Less, Do More” 

A talk that will change your perception of fear and inspire you to take action

Presenter:  Michelle Poler     

Michelle’s humorous and inspiring speaking style has been captivating audiences across the globe. With authentic storytelling, engaging visuals and her 100 Days Without Fear experience, Michelle will show you how to challenge your comfort zone to tap into your full potential. One of Michelle’s key findings lies on Abraham Maslow’s Hierarchy of Needs where she uncovered how our needs not only motivate us, but they also limit us. By learning how to prioritize and negotiate with our needs, we open a world of opportunities.

In this fun and energizing session, you’ll learn about:

  • Dealing with the unknown
  • Seeking growth over safety
  • Embracing authenticity
  • Daring to fail
  • Leading with accountability
  • Redefining fear, from obstacle to opportunity

5:00p - 5:45p  Attendee Break          

5:45p   Shuttles depart to Dinner from Hotel Lobby - Sponsored by Daytona Beach CVB  

6:00p  Tour & Dinner at the Daytona International Speedway  - Sponsored by Daytona Beach CVB  
Arrive at 6pm to ensure you don’t miss out on some unique experiences – Dinner begins at 7pm

Wednesday, March 20th

8:00a - 9:00a  Mix and Mingle Continental Breakfast & Vendor Trade Show                                                         

Jumpstart your morning with a cup of coffee and conversation. Speaking of customized, be sure to visit the trade show during this time to learn more about the best offers for your destination and business.

8:00a - 9:00a  SETTRA Breakfast Meeting  (SETTRA Attendees)

9:00a - 10:15a  General Session: From Insta to Action: How Media Moves Travelers
Sponsored by Advance Travel and Tourism

Presenter: Dylan Thuras, Atlas Obscura

The walls between media, commerce and experience are crumbling. NatGeo, the NYTimes, ourselves at Atlas Obscura all offer trips around the world to the very places we highlight in our respective publications. Food52, Refinery29 offer experiences as a pathway to an online retail experience. Travel plans are increasingly destination specific, as specific as a certain bridge at sunset from that certain angle. Activities that were once the territory of adventure travelers are now booked by baby boomers and millennials alike.

How can a DMO first find the stories, the photos, the framing that will move traveler intent, and how can that intent then be attached to actual experiences on the ground? How can you take an asset that was previously overlooked, and transform it into an asset that not only captures attention but makes people plan a 1000 mile road trip?

10:15a - 11:00a  Networking Break & Vendor Trade Show 

11:00a - Noon  Breakout:  Social Listening 

Presenter:  Simpleview

11:00a - Noon Breakout: A Visitor Center Transformed - Peer to Peer Session 

Presenter: Tupelo CVB

11:00a - 12:00p  Breakout: Cutting Edge Research 

Researchers throughout the southeast will present the findings and implications of their research.

12:00p - 1:30p  Lunch 

Presenter: Paul Beirnes, Director of Destination Marketing, Hilton Regional Marketing and eCommerce Americas

1:30p - 2:30p Breakout: Cutting Edge Research - continued                                                         

Researchers throughout the southeast will present the findings and implications of their research.

1:30p - 2:30p Breakout: Moving from Collaboration to Collective Impact in Communities 

Presenter:  Dan Janes, CEO Madden Media

As communities look to create lasting change to make their destinations more appealing to those who would live, work, and explore, destination marketing organizations (DMOs) have the ability to shape the collective impact that can transform a place. Collective impact requires thinking beyond single issues and activating support across sectors—from government, nonprofits, and the private sector. With dramatic social and economic change coming to communities, DMOs should play a significant role to impact travel and workforce attraction efforts for a place.

1:30p - 2:30p Breakout: Capturing the Canadian Consumer Insights into the Canadian Traveler’s Path to Purchase 

Presenter: Amalia Meliti, Development Counsellors International

It’s been a rocky couple of years for Canadian consumers with the fall of oil prices and the corresponding decline of the Loonie.  After four consecutive years of record-setting visitation, Canadian arrivals in the United States decreased. And yet, Canadians are still the leading international traveler for most U.S. destinations and accounted for nearly 31% of all international arrivals. As destinations work to compete for these visitors in an increasingly challenging environment, it is now more important than ever to understand the Canadian consumer and their path to purchase.  In this session, you’ll learn what appeals to various types of Canadian consumers – from millennials to Gen Xers to the super affluent – how to position your tourism offerings to peek their interest and how to influence their purchasing patterns. You’ll walk away knowing the knowledge you need to tailor a successful Canadian marketing program and a copy of new research findings on the Canadian consumer, provided by Development Counsellors International.

Learning Objectives:

  • Explain what differentiates Canadian travelers from American travelers
  • Augment understanding of what works and what doesn’t in marketing to Canadians
  • Showcase best practices in destination marketing to Canadian consumers

2:30p - 3:00p   Networking Break & Vendor Trade Show

3:00p - 4:00p  Breakout:  From Trash Cans to the White House –  How a Successful Grassroots Advocacy Strategy Was Developed for NASCAR 

Presenter:  Hardy Smith

3:00p - 4:00p Breakout:  Alternative Accommodations 

Presenters:  AirDNA and STR

Kellen Kruse from Airdna and Chris Klauda from STR will be showing examples of destinations in the Southeast, sharing their insights on how Airbnb and other alternative accommodations have impacted the destination and how you can use the data.

3:00p - 4:00p Breakout:  Meeting Planner Trends, Challenges & Solutions - Sponsored by    

Presenter:  Terri Woodin, VP at Meeting Sites Resource

In addition to reviewing industry trends that are changing the way that planners plan and execute meetings, attendees will discuss and learn key meeting management challenges, as defined by corporate and association planners, along with viable solutions to manage forward. Clearly the role of meeting planners today is shifting from logistics to strategic, and in this interactive session, attendees will have immediate take-a-ways to enhance their role within their organizations and deliver value-based outcomes and ROI.

Learning Objectives

  • Know industry issues and trends that are impacting the role of corporate and association meeting planners
  • Evaluate and discuss key meeting planner challenges and identify specific value-based solutions
  • Examine the methods and skills needed to make the shift from "logistics to strategic", including value reporting

4:15p - 5:15p General Session: Lifestyle Marketing 101; If you are not partnering with Economic Development Groups, You’re Doing it Wrong 

Presenter: DCI (Development Counsellors International)

While destination marketing organizations (DMOs) and economic development organizations (EDOs) are both in the business of place marketing, for decades they’ve been speaking to different audiences – visitors vs employers. However, in the past three years, there’s been a dramatic change in tide. Today more DMOs are partnering with EDOs in an effort to attract and retain talent. Research shows that more than three-quarters of people cite first-hand experience as a factor in forming impressions about a place to live. With their firm understanding of consumer marketing, DMOs have the chance to lead the way in these new partnerships and reinforce their importance in helping to position and brand their community. This presentation will outline the importance of partnership between tourism and economic development when it comes to lifestyle marketing and best practices from real communities that have mastered promoting their location from all angles.

Learning Objectives:

  • Showcase findings from the study “Talent Wars: What People Look for in Jobs and Locations” and how partnering with EDOs to attract talent helps DMOs
  • Demonstrate what real estate DMOs can own and the role DMOs can play in the community marketing discussion
  • Review case studies of communities where DMOs and EDOs have successfully partnered to market their destination

5:15p - 6:00p Attendee Break

6:00p Cocktail Reception

Join us for a cocktail reception prior to the Shining Example Awards Ceremony.

7:00p   Shining Example Awards Ceremony and Dinner

Recognizing the best and brightest of travel and tourism in the Southeast.

Thursday, March 21st

8:00a - 9:00a  New Board Member Orientation

8:30a - 9:30a Sit & Sip - Breakfast Buffet and Vendor Tradeshow                                                                                         

Sit down, sip that coffee, and savor the last day of Connections while enjoying breakfast with your friends in tourism.

9:30a - 10:00a Election of STS Officers

10:00a - 11:00a  Closing Session:  What’s Driving the Southeast Travel & Tourism Economy                 

Presenter:  Dr. Steve Morse, Reinhardt University

In this session, learn how the travel economy of each of the 12 states in the STS region have performed in the last two years compared to the U.S.  In particular, Dr. Morse will examine the top four factors expected to influence the demand for leisure travel, and the top four factors expected to influence the demand for business travel.  Learn what key factors to watch for that will impact travel and tourism in the Southeast into 2020.  Some of these factors may surprise you.

11:30a - 1:30p Travel Media Meetup (Optional Event/Add-On Item) 

Hosted By: Pineapple Public Relations

*TMP Only session is for graduates of STS Marketing College® that received their Travel Marketing Professional certification

**Please note the times and content listed may be subject to change

Registration Cancellation Policy

If you cancel between February 18, 2019 and March 3, 2019 – you will receive a 50% refund on your registration

If you cancel on or after March 4, 2019 – you will not receive a refund

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