2020 CDME Spring Learning Week
2020 CDME Spring Learning Week
Feb 1, 2020
Feb 4, 2020
date_range February 1-4, 2020
location_city Washington, DC, USA
location_on Renaissance Washington DC

These educational offerings are held in conjunction with additional Destinations International events: 2020 Convention Sales & Services Summit, the 2020 Spirit of Hospitality Celebration (February 4) and Destination Showcase (February 5).

Concurrent Core Courses:
February 1-2, 9:00 AM - 5:00 PM
Member Rate: US$ 1,475
Non-member Rate: US$ 2,215

  • Destination Marketing Planning
    Instructors: to be announced
  • Destination Advocacy & Community Relations
    Instructors: Deb Archer, CDME (Destination Madison) and John Groh, CDME (Rockford Area CVB)

Concurrent Electives:
February 3, 9:00 AM - 5:00 PM and February 4, 9:00 AM - 12:00 PM
Member Rate: US$ 895
Non-member Rate: US$ 1,295

  • Destination Economic Development
    Instructors: Maura Allen Gast, CDME (Visit Irving, TX) and Brett Oetting, CDME (Visit Topeka)
  • Destination Organization Financial Management
    Instructors: John Mills, CDME, Cabarrus County Convention & Visitors Bureau (NC) and Michael B. Zumbaugh, CDME, Chattanooga Convention & Visitors Bureau


Saturday February 1, 2020
9:00am - 5:00pm
Destination Advocacy and Community Relations February 2020 (2 Days)
Details +
**Destination Advocacy and Community Relations is a required core course, and there is a required take-home paper due on or before Sunday, February 23, 2020**

  • Achieve a new appreciation of visitor industry and government relations as it affects destination marketing leadership.
  • Understand the need and process in preparing an advocacy and local communications strategy.
  • Know the key principles and practices in strengthening the partnership among government, visitor industry, community and destination organization leadership.
  • Ascertain success factors in the governance of a visitor destination.
  • Understand key stakeholder needs and destination organization best practices.
  • Obtain the latest thinking and solutions to current destination organization challenges in the visitor industry, media, resident and government relations.
9:00am - 5:00pm
Destination Marketing & Sales February 2020 (2 Days)
Details +
**Destination Marketing and Sales is a required core course and there is a required take-home paper due on or before Sunday, February 23, 2020. This content is updated to include additional Sales content and replaces the former "Destination Marketing Planning" core **

Destination Marketing & Sales are among two of the most important roles destination organizations play. This course is designed to provide a deep dive into key philosophies and strategies related to these complex, yet vital activities and provide students the foundation to develop, implement, and measure strategies and tactics specific to their destination.

Learning Objectives: Upon completion of the “Destination Marketing & Sales” core course, CDME candidates will be able to:

Define the difference between communications, marketing, promotions, and sales;
Establish baseline metrics against which performance can be measured;
Understand differences between, and appropriate selection of, strategies and tactics to ensure alignment with objectives;
Develop vertical-specific tactics for Convention, Tour, Trade, and other destination direct sales and services targets;
Utilize data technologies to deliver on today’s consumer expectations for personalization; and
Forge meaningful, mutually beneficial partnerships to achieve goals.

Content Areas Include:
  • Destination Marketing & Sales Research & Planning
  • Traditional and Digital Marketing in the 21st Century
  • Destination Technology Solutions for Sales & Marketing
  • Destination Marketing & Sales Partnerships
  • Destination Sales & Services Strategies
  • Destination Marketing & Sales Metrics
  • Marketing & Sales Challenges & Trends
Monday February 3, 2020
9:00am - 12:00pm
Destination Organization Financial Management February 2020 (1.5 Days)
9:00am - 12:00pm
Destination Economic Development February 2020 (1.5 Days)
* Schedule subject to change.
District of Columbia
Renaissance Washington, DC Downtown Hotel
$249/night plus taxes and fees
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