2020 CDME Spring Learning Week
2020 CDME Spring Learning Week
Feb 1, 2020
Feb 4, 2020
Washington DC map icon
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 & Sales (SOLD OUT)
    Instructors: Cody Chomiak, CDME (Tourism Winnipeg) and Doug McClain, CDME (Newport Beach & Company)
  • 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
  • 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 (20CDMESP)
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**

Description:  This course is designed to provide robust examples of successful community relations programs and provoke discussion and ideas for all participants’ future destination organization advocacy programs.

Learning Objectives:
Upon completing the Destination Advocacy and Community Relations course, attendees will:
Have an appreciation of the visitor industry and government relations, and its impact on destination organization leadership. 
Understand the key principles and practices involved in strengthening the partnership among government, visitor industry, community and destination organization leadership. 
Be able to explain the value of advocacy for the destination organization and local, state and national industry.
Understand key stakeholder needs and destination organization best practices. 
Learn about the latest thinking and solutions to current destination organization challenges in the visitor industry, media, resident and government relations.
Understand the need for and process of preparing an advocacy and community relations plan.
Have the opportunity to begin drafting an advocacy plan.   

Course Outline:  
1. Roles of the Destination Organization
2. Destination Organization Leadership and Strategies in Community Relations & Advocacy
3. Destination Organization Influence and Engagement in Advocacy
4. Tools for Building Effective Community Relations and Advocacy
5. Advocacy Standards and the DMAP Accreditation Program
6. Industry Stakeholder Relations
7. Non-Industry Stakeholder Relations
8. Community Relations and Advocacy Plans: Elements, Strategies, Success Factors
9. Community Relations and Advocacy Plans: Building it for Your Destination
9:00am - 5:00pm
Destination Marketing & Sales (20CDMESP)
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 course. **

Course Description: 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.

Course Outline:
  1. Destination Marketing & Sales Research & Planning
  2. Traditional and Digital Marketing in the 21st Century
  3. Destination Technology Solutions for Sales & Marketing
  4. Destination Marketing & Sales Partnerships
  5. Destination Sales & Services Strategies
  6. Destination Marketing & Sales Metrics
  7. Marketing & Sales Challenges & Trends
Monday February 3, 2020
9:00am - 12:00pm
Destination Organization Financial Management (20CDMESP)
Details +
Description: This course is designed for those who manage a destination organization’s finances, as well as those whose work is outside of the finance role.   Discussion will include explanation of the key financial issues and challenges facing destination organizations today, and solutions to effectively manage these challenges, assist with accountability and transparency, and positively affect the bottom line.

Learning Objectives: 
Upon completing this course CDME candidates will:
Have a better understanding of the financial realities of the not-for-profit and government destination organization environments
Understand key accounting/financial policies and procedures as well as program budgeting 
Understand how to interpret financial statements 
Understand how to measure financial accountability for a destination organization
Understand the value of destination marketing/business plans and how they tie into an organization budget

Course Outline:   
1. Course Introduction
2. Financial Responsibilities & Key Activities
3. Current Topics of Concern
4. Accounting and Financial Policies & Procedures
5. Financial Interpretation and Management
6. Operational Allocation for Destination Success
7. Techniques for Organization Efficiency
8. Financial Measures of Destination Performance
9. Priority Issues and Resolution
10. Course Review
9:00am - 12:00pm
Economic Development and the Role of Destination Organizations (20CDMESP)
Details +
Description:  This course will arm destination leaders with the tools they need to successfully integrate and cooperatively work with Economic Development leaders in their communities.  You will learn about the fundamentals of Economic Development and the core activities such as site selection in this environment.  You will gain an understanding of the many aspects of putting an Economic Development “deal”together, and how the insight and input of the visitor economy can enhance the effort.

Learning Objectives:
Upon completion of this course, attendees will be able to:
Better speak the language of Economic Development
Have the tools necessary to engage with local Economic Development officials
Learn how to leverage visitor assets to further build the destination from an Economic Development perspective
Learn how to leverage Economic Development initiatives

Course Outline:
1. Glossary/How to Speak Economic Development
2. Fundamentals
3. Real Estate Development 101 – includes the site selection process
4. How/Why to Partner with Economic Development Stakeholders
5. Economic Development Finance – How Projects Come Together (Incentives, Infrastructure, etc.)
6. Economic Development Strategic Planning
7. Business Recruitment & Retention Trends
8. Workforce Development
* Schedule subject to change.
District of Columbia
Renaissance Washington, DC Downtown Hotel
999 9th St
Washington, DC 20001