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Destination organizations are a community asset responsible for programs promoting their community as an attractive travel destination and enhancing its public image as a dynamic place to live and work. Through their knowledge of the destination, brand management, promotional programs, and the resulting impacts of visits by people, destination organizations strengthen the community’s economic position and vitality which provides opportunity for all the people in a destination.
Recognizing residents as their ultimate customers, destination organizations have an expanded leadership role to play within their communities. This includes playing a supporting role in efforts led by others on issues that, for too long, organizations have avoided and claimed were not within their scope.
As the 2021 DestinationNEXT Futures Study states, “Destination organizations are expanding their roles in many directions. They are aligning with government and community organizations more intentionally to support initiatives designed to improve social issues and local quality of life; fuel priority sector development; attract outside investment and high-value talent; and elevate the overall destination brand beyond a tourism lens.”
The Summit presents ideas, strategies, and tactics for destination organizations to successfully embrace their role as a community asset that aligns with their residents and advocates for their needs.
Bloomington Convention & Visitors Bureau looks forward to welcoming Advocacy Summit attendees with their famous Minnesota hospitality! Bloomington is centrally located in the Twin Cities metro area and just 10 minutes away from downtown Minneapolis and Saint Paul, making it the perfect destination as your home base to explore the area. Check out Bloomington CVB's microsite for itinerary ideas, dining options, their visitor guide, and more information about the destination.
Help spread the word about Advocacy Summit with our social media toolkit. The toolkit includes sample social media posts and graphics for attendees, partners and speakers. Thank you for spreading the word on social media!
Optional Professional Development Opportunities
CDME courses will be offered prior to the start of the Summit. Don't miss this opportunity to further your professional development!
Sunday, October 23 - Wednesday, October 26
View Courses | Register Now
Sunday, October 23 - Wednesday, October 26
View Courses | Register Now
Join us for this interactive EDI workshop to provide your destination organization with a roadmap on how to take actionable steps to implement EDI initiatives regardless of where you are in the process.
Wednesday, October 26 | 1:30 PM - 4:00 PM CT
Add the workshop on to your Summit registration during the checkout process
Wednesday, October 26 | 1:30 PM - 4:00 PM CT
Add the workshop on to your Summit registration during the checkout process
The EDI Workshop is approved for up to three (3) CDME CE credits. Learn about CDME recertification.
Wednesday, October 26
Design and Implement Sustainable EDI Initiatives in Your Destination Organization
1:30 PM - 4:00 PM
Details +
This interactive EDI workshop will provide your destination organization with a roadmap on how to take actionable steps to implement EDI initiatives regardless of where you are in the process. During this session, you will have the opportunity to learn from colleagues, ask questions, and get started on your implementation strategy As a workshop recipient, you will be the first to receive DI’s EDI Workbook, which outlines how to build a strong and reputable foundation within your destination organization.
Sophia Hyder Hock
Chief Diversity Officer
Destinations International
Sophia Hyder HockChief Diversity Officer
Destinations International
The Advocacy Summit is approved for up to sixteen (16) CDME CE credits. Learn about CDME recertification.
Wednesday, October 26
Advocacy Committee Meeting (Invitation Only)
10:30 AM - 12:00 PM
Details +
Presented by Simpleview
Welcome
4:30 PM - 4:45 PM
Details +
Bonnie Carlson, CDME
President & CEO
Bloomington CVB
The Honorable Tim Busse
Mayor
City of Bloomington
Bonnie Carlson, CDMEPresident & CEO
Bloomington CVB
The Honorable Tim BusseMayor
City of Bloomington
Forward Thinking Leaders
4:45 PM - 5:30 PM
Details +
Join this powerful discussion with Fortune 500 and other community leaders from the Twin Cities on how to create culture of equity, diversity and inclusion in your business and your community. They will share their stories and best practices about what equity, diversity and inclusion means across different industries, and provide actionable take aways that will help you enhance your EDI efforts in your destination.
Faith Jackson
Chief Equity & Inclusion Officer
City of Bloomington
Prince Corbett
Racial & Health Equity Administrator
Ramsey County
Kiarra Zackery
Equity & Inclusion Manager
City of Golden Valley
John Parker-Der Boghossian
Associate VP of Equity
Normandale Community College
Jhaelynn Elam
Food Scientist, Serial Entrepreneur
Sizije Travel
Faith JacksonChief Equity & Inclusion Officer
City of Bloomington
Prince CorbettRacial & Health Equity Administrator
Ramsey County
Kiarra ZackeryEquity & Inclusion Manager
City of Golden Valley
John Parker-Der BoghossianAssociate VP of Equity
Normandale Community College
Jhaelynn ElamFood Scientist, Serial Entrepreneur
Sizije Travel
Welcome Reception
5:30 PM - 8:00 PM
Details +
Join us for an evening at the iconic Mall of America, one of the United States’ largest entertainment and retail complexes. Enjoy local Minnesota flavors, guest appearances, and entertainment with your colleagues as we kick off Advocacy Summit in Bloomington, MN! Each attendee will be provided with ride tickets for the adjacent Nickelodeon Universe theme park and FlyOver America, a virtual flying ride that takes you through the sights and sounds of the United States’ most iconic destinations. Attendees are welcome to explore Mall of America’s shops, attractions, and restaurants before and after the party.
Note: Shuttle busses will run from the Hyatt Regency to Mall of America from 5:30 PM - 10:00 PM. The mall's retail hours are 11:00 AM - 8:00 PM; most restaurants stay open until 9:00 or 10:00 PM.
Presented by the Bloomington CVB
Note: Shuttle busses will run from the Hyatt Regency to Mall of America from 5:30 PM - 10:00 PM. The mall's retail hours are 11:00 AM - 8:00 PM; most restaurants stay open until 9:00 or 10:00 PM.
Presented by the Bloomington CVB
Sliders, Sips & Socializing sponsored by Simpleview
Following Welcome Reception until 9:30 PM
Details +
After gathering for the DI Advocacy Summit opening reception, you're invited to join Simpleview at The Fair on 4 for Minnesota fair food, drinks, and axe-throwing fun.
The Fair on 4 is located on the fourth floor of the Mall of America. Buses will run back to the Hyatt Regency until 10:00 PM.
The Fair on 4 is located on the fourth floor of the Mall of America. Buses will run back to the Hyatt Regency until 10:00 PM.
Thursday, October 27
M Health Fairview Mile Walk (Complimentary Registration Required)
6:15 AM - 8:00 AM
Details +
World-class health care organization Mayo Clinic has partnered with Mall of America to map out one mile, 5K and 10K walking paths inside the Mall! Mall of America’s vice president of communications, Dan Jasper, will lead the group in a one-mile mall walk while sharing fun facts about the inner workings and history of Mall of America. Post-walk, grab-and-go breakfast from the Lululemon Fuel Bar will be available.
Complimentary registration required. You may add the session during the registration process for the summit, or add the session to your existing summit registration.
Complimentary registration required. You may add the session during the registration process for the summit, or add the session to your existing summit registration.
Lululemon Yoga (Complimentary Registration Required)
6:15 AM - 8:00 AM
Details +
Start your day with a moment of Zen with a yoga class at Lululemon’s flagship Mall of America store. A Lululemon ambassador will lead the group in a relaxing, 40-minute beginner class. After class, grab-and-go breakfast from the Lululemon Fuel Bar will be available.
Complimentary registration required. Limited to 25 participants. You may add the session during the registration process for the summit, or add the session to your existing summit registration.
Complimentary registration required. Limited to 25 participants. You may add the session during the registration process for the summit, or add the session to your existing summit registration.
Networking Breakfast
8:00 AM - 9:00 AM
Welcome and Overview
9:00 AM - 9:15 AM
Details +
Welcome to the Summit from Destinations International's President & CEO Don Welsh and Foundation President Vail Ross. Event overview by Anna Tanski.
Don Welsh
President & CEO
Destinations International
Al Hutchinson
President & CEO
Visit Baltimore
Vail Ross
SVP, Global Business Development & Marketing
STR
Anna Tanski
Summit Facilitator
Don WelshPresident & CEO
Destinations International
Al HutchinsonPresident & CEO
Visit Baltimore
Vail RossSVP, Global Business Development & Marketing
STR
Anna TanskiSummit Facilitator
The Essential Elements of Community Shared Value
9:15 AM - 9:45 AM
Details +
To kick off the summit, Destinations International's Chief Advocacy Officer offers a view of the essential elements of the community shared value concept including the values they are based on and the implications they have. He will also outline how you can use these values to build out a successful advocacy strategy.
Jack Johnson
Chief Advocacy Officer
Destinations International
Jack JohnsonChief Advocacy Officer
Destinations International
Community Awareness: New Resident Sentiment Data for Canada and the United States
9:45 AM - 10:30 AM
Details +
Picture Amir Eylon as the CEO of a destination organization. We have asked him to do just that and in that role, have asked him to lay out how he would use resident sentiment data to advocate. Amir will outline how he would develop resident advocates for funding and building new tourism product, being the trusted source of important word of mouth to friends and relatives, and being the beneficiary of the financial gains from this vital economic engine. As part of this session we will release a preview of the results of the 2022 National Resident Sentiment Study Towards Tourism for both Canada and the United States.
Amir Eylon
President & CEO
Longwoods International
Amir EylonPresident & CEO
Longwoods International
Networking Break
10:30 AM - 10:45 AM
Creating Regular and On-Going Interaction With Your Residents, Stakeholders and Public Officials
10:45 AM - 11:15 AM
Details +
Civic engagement means working to make a difference in the civic life of our communities and developing the combination of knowledge, skills, values, and motivation to make that difference. It means promoting the quality of life in a community, through both political and nonpolitical processes. This session will walk you through how several organizations regularly engage with their community in order to make the difference.
Gathan Borden
Senior Vice President of Marketing & Communications
Destinations International
Courtney Cacatian
Executive Director
Charlottesville Albemarle Convention and Visitors Bureau
Julie Saupe, CDME
President & CEO
Visit Anchorage
Chris Lewis
Director of Community & Visitor Engagement
Tourism Kelowna
Gathan BordenSenior Vice President of Marketing & Communications
Destinations International
Courtney CacatianExecutive Director
Charlottesville Albemarle Convention and Visitors Bureau
Julie Saupe, CDMEPresident & CEO
Visit Anchorage
Chris LewisDirector of Community & Visitor Engagement
Tourism Kelowna
Bringing Left and Right Brain Data Together in a Community Indicator
11:15 AM - 11:30 AM
Details +
It is critical to identify a clear and powerful community-facing measurement(s) to highlight how a destination organization is filling the community need for destination promotion. This session provides an overview of a six-month effort to explore what such a measurement would look like for our industry sector.
Andreas Weissenborn
Vice President of Research & Advocacy
Destinations International
Andreas WeissenbornVice President of Research & Advocacy
Destinations International
Workshop: Bringing Left and Right Brain Data Together in a Community Indicator
11:30 AM - 12:30 PM
Details +
Building off of the two previous sessions, attendees will break into groups and work with a facilitator to identify how to use data to create their community indicator, as well as use key types of data to explain what a destination organization does, how well it is doing it and why it is important to residents and stakeholders.
Facilitators:
Cara Frank
Chief of Staff
Simpleview
Bill Geist
Chief Instigator
DMOproz
Facilitators:
Cara FrankChief of Staff
Simpleview
Bill GeistChief Instigator
DMOproz
Networking Lunch
12:30 PM - 1:30 PM
If We Want To Be A Force for Good, There’s Things We Need to Be Talking About
1:30 PM - 2:00 PM
Details +
With residents as their primary customers, destination organizations have new leadership roles to play within their communities. This also means that destination organizations must step up and play a role - both leading and supporting - on civic issues, issues and efforts that for too long we have avoided by claiming they were outside of our scope. This new role is natural, as destination organizations are uniquely positioned to share the story of their community, as well as leverage the partnership between residents and visitors to create a positive and lasting impact for both sides.
Al Hutchinson
President & CEO
Visit Baltimore
Rickey Thigpen
President & CEO
Visit Jackson
Sergio Piedra
Director, Community Engagement & Advocacy
Discover the Palm Beaches
Julie Gilbert, CDME, CMP
President & CEO
Destination Door County
Al HutchinsonPresident & CEO
Visit Baltimore
Rickey ThigpenPresident & CEO
Visit Jackson
Sergio PiedraDirector, Community Engagement & Advocacy
Discover the Palm Beaches
Julie Gilbert, CDME, CMPPresident & CEO
Destination Door County
The Role of a Destination Organization in Addressing Crime and Safety Issues
2:00 PM - 2:15 PM
Details +
Destination organizations are increasingly aligning with government and community organizations more intentionally to support initiatives designed to improve social issues and quality of life and elevate the overall destination brand beyond a tourism lens. Violent crime is one of these alignments. The causes of and solutions to violent crime fall outside of our wheelhouse, but it affects our communities, our brand, our home. We may not lead in this effort, but we have a supporting role to play. This session will discuss the results of a six-month process to identify our sector's role and best practices that can be followed in order to effectively support the community.
Alyssa Poulin
Senior Manager of Advocacy Research & Content
Destinations International
Alyssa PoulinSenior Manager of Advocacy Research & Content
Destinations International
Workshop: Working With Residents and Stakeholders to Address Civic Issues
2:15 PM - 3:15 PM
Details +
Building off of the two previous sessions, attendees will break into groups and work with a facilitator to identify ways destination organizations can work with residents and stakeholders to help address violent crime and other civic issues in order to shape the conversation and be part of the solution.
Facilitators:
Cara Frank
Chief of Staff
Simpleview
Bill Geist
Chief Instigator
DMOproz
Facilitators:
Cara FrankChief of Staff
Simpleview
Bill GeistChief Instigator
DMOproz
Networking Break
3:15 PM - 3:30 PM
How Do Other Industries Engage Stakeholders In Powerful Grassroots Advocacy
3:30 PM - 4:00 PM
Details +
Learn how to engage people to influence vital policy issues with grassroots advocacy campaigns. Grow your supporter base, educate them on your issues, influence policymakers and reach your goals.
Alex Wirth
Co-Founder & CEO
Quorum
Alex WirthCo-Founder & CEO
Quorum
The Annual Advocacy Summit Political Round Table
4:00 PM - 4:45 PM
Details +
Destinations International brings together a collection of people for a candid discussion of politics, policy agendas, strategies and predictions.
Jack Johnson
Chief Advocacy Officer
Destinations International
Marc Seguin
VP, Public Policy & Government Affairs
TIAC-AITC
Reed Linsk
Director, Government Affairs
CLIA
Andrew Hiebl, CAE
CEO
Association of Australian Convention Bureaux
Nicole Porter
VP, Political Affairs
US Travel Association
Jack JohnsonChief Advocacy Officer
Destinations International
Marc SeguinVP, Public Policy & Government Affairs
TIAC-AITC
Reed LinskDirector, Government Affairs
CLIA
Andrew Hiebl, CAECEO
Association of Australian Convention Bureaux
Nicole PorterVP, Political Affairs
US Travel Association
What Data Would You Use To Advocate for Your Organization?
4:45 PM - 5:15 PM
Details +
Picture Adam Sacks as the CEO of a destination organization. We have asked him to do just that and in that role, asked him to lay out the data he would use to advocate on behalf of his organization as well as how he would use data to underscore his position and authority in the community.
Adam Sacks
President & CEO
Tourism Economics
Adam SacksPresident & CEO
Tourism Economics
Equity, Diversity & Inclusion Updates
5:15 PM - 5:25 PM
Details +
Sophia Hyder Hock
Chief Diversity Officer
Destinations International
Sophia Hyder HockChief Diversity Officer
Destinations International
Wrap Up Day 1
5:25 PM - 5:30 PM
Details +
Anna Tanski
Summit Facilitator
Anna TanskiSummit Facilitator
Foundation Dinner (Invitation Only)
7:00 PM - 9:00 PM
Friday, October 28
Networking Breakfast
8:00 AM - 9:00 AM
Marketplace of Ideas, Round 1
9:00 AM - 9:25 AM
Details +
Join us for breakout sessions featuring critical case studies, products and tools that you need to be successful.
What is the Opportunity Cost of Not Collecting Bed Tax?
Location: Ballroom 3
Unlike most Florida counties, Martin County had no ordinance for vacation rental bed tax. This put the destination organization at odds with tax collectors, and missed opportunities to support local stakeholders. See how Martin County used Arrivalist's location data to build a data-driven case which aligned the community and resulted in funding approval to implement the missing bed tax.
Location: Ballroom 4-5
This session will educate destination organizations on a new way to showcase their destination. By displaying this new form of passive consumption, destination organizations can learn how to slice and dice content in more ways than one—allowing them to get the most use out of one medium.
Location: Stone Arch
Ben Vadasz of Destination Think will share breakthrough research on a KPI for visitor sentiment that correlates to the growth in visitor spend. Ben will share how destinations use Tourism Sentiment Index (TSI) to prove the economic impact of their destination organization, lead their industry to develop and improve the visitor experience and destination brand, and defend and grow budgets.
What is the Opportunity Cost of Not Collecting Bed Tax?
Location: Ballroom 3
Unlike most Florida counties, Martin County had no ordinance for vacation rental bed tax. This put the destination organization at odds with tax collectors, and missed opportunities to support local stakeholders. See how Martin County used Arrivalist's location data to build a data-driven case which aligned the community and resulted in funding approval to implement the missing bed tax.
- Jason Fulvi, Chief Sales Officer, Arrivalist
- Nerissa Okiye, Tourism Director, Martin County Tourism & Marketing Office
Location: Ballroom 4-5
This session will educate destination organizations on a new way to showcase their destination. By displaying this new form of passive consumption, destination organizations can learn how to slice and dice content in more ways than one—allowing them to get the most use out of one medium.
- Adam Stoker, President & CEO, Relic Agency
- Wes Rhea, CDME, President & CEO, Visit Stockton
Location: Stone Arch
Ben Vadasz of Destination Think will share breakthrough research on a KPI for visitor sentiment that correlates to the growth in visitor spend. Ben will share how destinations use Tourism Sentiment Index (TSI) to prove the economic impact of their destination organization, lead their industry to develop and improve the visitor experience and destination brand, and defend and grow budgets.
- Ben Vadasz, Founding Partner, Destination Think
Marketplace of Ideas, Round 2
9:35 AM - 10:00 AM
Details +
Join us for breakout sessions featuring critical case studies, products and tools that you need to be successful.
Building Political Capital with Destination Intelligence
Location: Ballroom 1-2
Join Kalene Griffith and Matt Clement as they share a case study blueprint for building political capital and stimulating destination development using destination intelligence. They will share details of using the data resources at Visit Bentonville’s disposal in their work with local city government, chamber of commerce and the Walton family in a time of unprecedented growth, including what have been the most useful data sources and the strategies to employ when communicating those resources.
Location: Ballroom 3
The Aspen Chamber and Resort Association needed to build a visual indicator of the destination’s seasonality and ability to accommodate guests while sustaining the quality of life of residents. Working collaboratively with the Colorado Tourism Office, Clarity of Place created a data visualization tool to document Capacity, Compression, and Comfort (CAPCOM2) to strategically determine market needs and apply appropriate direction to either build visitor business or manage visitor volume.
Location: Ballroom 4-5
Discover how Charlottesville, VA leverages their website as an advocacy platform through strategic content planning, partner marketing opportunities, and community engagement.
Location: Stone Arch
Bandwango products can be used in a multitude of ways but one of the most impactful is enhancing a community’s appeal. Examples of advocacy through passes include driving people to local businesses through a gamified trail or giving exclusive discounts to local heroes (i.e healthcare workers, teachers, etc). Take your destination to the next level through paid and free Bandwango passports.
Building Political Capital with Destination Intelligence
Location: Ballroom 1-2
Join Kalene Griffith and Matt Clement as they share a case study blueprint for building political capital and stimulating destination development using destination intelligence. They will share details of using the data resources at Visit Bentonville’s disposal in their work with local city government, chamber of commerce and the Walton family in a time of unprecedented growth, including what have been the most useful data sources and the strategies to employ when communicating those resources.
- Matt Clement, CDME, Managing Partner, Madden Media
- Kalene Griffith, CDME, President & CEO, Visit Bentonville
Location: Ballroom 3
The Aspen Chamber and Resort Association needed to build a visual indicator of the destination’s seasonality and ability to accommodate guests while sustaining the quality of life of residents. Working collaboratively with the Colorado Tourism Office, Clarity of Place created a data visualization tool to document Capacity, Compression, and Comfort (CAPCOM2) to strategically determine market needs and apply appropriate direction to either build visitor business or manage visitor volume.
- David Holder, CDME, CEO, Clarity of Place
- Eliza Voss, VP of Marketing, Aspen Chamber and Resort Association
Location: Ballroom 4-5
Discover how Charlottesville, VA leverages their website as an advocacy platform through strategic content planning, partner marketing opportunities, and community engagement.
- Sidney Abramson, Community Engagement Specialist, Tempest
- Courtney Cacatian, Executive Director, Visit Charlottesville
Location: Stone Arch
Bandwango products can be used in a multitude of ways but one of the most impactful is enhancing a community’s appeal. Examples of advocacy through passes include driving people to local businesses through a gamified trail or giving exclusive discounts to local heroes (i.e healthcare workers, teachers, etc). Take your destination to the next level through paid and free Bandwango passports.
- Erin Griss, Senior Marketing Manager, Bandwango
- Wes Rhea, CDME, President & CEO, Visit Stockton
- Peggy Coleman, VP of Tourism & Community Relations, Ithaca/Tompkins County Convention & Visitors Bureau
Networking Break
10:00 AM - 10:20 AM
Marketplace of Ideas, Round 3
10:20 AM - 10:45 AM
Details +
Join us for breakout sessions featuring critical case studies, products and tools that you need to be successful.
Transform Your Community Into Allies
Location: Ballroom 1-2
Advocacy will always be a critical component of a destination organization's DNA, whether you’re fighting legislation, funding, championing new development, or defending your existence. To provide destinations with relevant and actionable insights, Destinations International and Tourism Economics are working together to deliver high-frequency analyses of relevant metrics for your community within the SYMPHONY market intelligence platform. This session will provide real-world use cases on how to arm yourself with data to drive your advocacy strategy and turn doubters into believers and community into allies to deliver on community shared values.
Location: Ballroom 3
Paul will give an update on the DestinationNEXT program and recent findings and trends. He will discuss how the program can be used to support strategic planning and destination master planning initiatives.
Location: Ballroom 4-5
Transform Your Community Into Allies
Location: Ballroom 1-2
Advocacy will always be a critical component of a destination organization's DNA, whether you’re fighting legislation, funding, championing new development, or defending your existence. To provide destinations with relevant and actionable insights, Destinations International and Tourism Economics are working together to deliver high-frequency analyses of relevant metrics for your community within the SYMPHONY market intelligence platform. This session will provide real-world use cases on how to arm yourself with data to drive your advocacy strategy and turn doubters into believers and community into allies to deliver on community shared values.
- Erik Evjen, Director of Data Analytics and Insights, Tourism Economics
- Hilina D. Ajakaiye, Executive Vice President, Greater Boston Convention & Visitors Bureau
- Bennish Brown, President & CEO, Augusta Convention & Visitors Bureau
Location: Ballroom 3
Paul will give an update on the DestinationNEXT program and recent findings and trends. He will discuss how the program can be used to support strategic planning and destination master planning initiatives.
- Paul Ouimet, President & Partner, MMGY NextFactor
Location: Ballroom 4-5
- Sophia Hyder Hock, Chief Diversity Officer, Destinations International
Marketplace of Ideas, Round 4
10:55 AM - 11:20 AM
Details +
Join us for breakout sessions featuring critical case studies, products and tools that you need to be successful.
Using Insights and Data to Steward and Grow Community Shared Values and Advocacy
Location: Ballroom 1-2
Bar charts and pie graphs do not tell a story on their own. Destinations have the data and insights to weave a narrative that builds trust and advocacy within their communities. This session will detail how one destination organization worked closely with their regional partners to better understand the movement of visitors and residents. Visit Sacramento convened community stakeholders and earned a seat at the table through stories of their key learnings: visitors who drove vs. flew, how seasonality did or did not affect visitation and resident and visitor downtown compression on specific dates and times. Now a valued and trusted source of intelligence, Visit Sacramento created community advocacy and support to help steward future efforts to build a better experience for visitors and life for its fellow residents.
Location: Ballroom 3
When Destination Toronto and Simpleview teamed up to build a dine-out microsite in 30 days, the redesign transformed into a twisting and turning tale of a binding relationship between the DMO and the community. During the COVID-19 pandemic, Destination Toronto collaborated with the city to support the ever-changing needs of restaurants; learn how a strong partnership led to the development of a new perspective on the role of the DMO, resulting in a cohesive visual brand identity, logo, and website content.
Location: Ballroom 4-5
As destination marketing organizations continue to evolve their roles around destination management, a critical need is providing stakeholders and partners time sensitive information when natural disasters strike. Destination Analysts and Discover Puerto Rico will show how sentiment tracking research informs an organization’s response and recovery approach as well as positions them as proactive, rather than reactive, leaders in a time of crisis.
Using Insights and Data to Steward and Grow Community Shared Values and Advocacy
Location: Ballroom 1-2
Bar charts and pie graphs do not tell a story on their own. Destinations have the data and insights to weave a narrative that builds trust and advocacy within their communities. This session will detail how one destination organization worked closely with their regional partners to better understand the movement of visitors and residents. Visit Sacramento convened community stakeholders and earned a seat at the table through stories of their key learnings: visitors who drove vs. flew, how seasonality did or did not affect visitation and resident and visitor downtown compression on specific dates and times. Now a valued and trusted source of intelligence, Visit Sacramento created community advocacy and support to help steward future efforts to build a better experience for visitors and life for its fellow residents.
- Sarah Lehman, CEO, Zartico
- Sonya Bradley, Chief Diversity Officer, Visit Sacramento
Location: Ballroom 3
When Destination Toronto and Simpleview teamed up to build a dine-out microsite in 30 days, the redesign transformed into a twisting and turning tale of a binding relationship between the DMO and the community. During the COVID-19 pandemic, Destination Toronto collaborated with the city to support the ever-changing needs of restaurants; learn how a strong partnership led to the development of a new perspective on the role of the DMO, resulting in a cohesive visual brand identity, logo, and website content.
- David Peacock, Senior Advisor to the Future Tourism Group, Simpleview
- Scott Beck, President & CEO, Destination Toronto (via video)
Location: Ballroom 4-5
As destination marketing organizations continue to evolve their roles around destination management, a critical need is providing stakeholders and partners time sensitive information when natural disasters strike. Destination Analysts and Discover Puerto Rico will show how sentiment tracking research informs an organization’s response and recovery approach as well as positions them as proactive, rather than reactive, leaders in a time of crisis.
- David Reichbach, Senior Director - Analytics & Data Security, Destination Analysts
- Alisha Valentine, Director, Research and Analytics, Discover Puerto Rico
Marketplace of Ideas, Round 5
11:30 AM - 11:55 AM
Details +
Join us for breakout sessions featuring critical case studies, products and tools that you need to be successful.
Progress & Pipeline: Support Your Sales Strategy With This Data Deep-Dive
Location: Ballroom 1-2
Using exclusive meetings and sales data, Simpleview and the Pasadena CVB will share how industry benchmarks were used to advocate for the destination organization, and how your organization can use this new key resource to develop your future sales strategies. We’ll dive deep into the insights offered about the progress and pipeline health of U.S. and Canadian destination organizations, divided into geographical regions and size based on GSF of exhibit space. Support your sales strategy by focusing on key data relevant to you and understand how to use it to advocate for your organization.
Location: Ballroom 3
This session will provide case studies to demonstrate how the use of powerful personal assessment tools will allow destination organization professionals to become aware of their key individual strengths in order to develop strategies to improve their overall advocacy success.
Location: Ballroom 4-5
Time for DMOcracy is a major global research study defining community engagement best practices for destination organizations. We will share key insights and practical examples of successful community engagement by destiantion organizations across North America and Europe. Join us for a first peek of the results and resources from this study, which is wrapping up in late 2022. This global study is being led by Miles Partnership and Group Nao (the European lead and program creator) in collaboration with Destinations International, the City Destination Alliance in Europe and 44 leading North American and European DMOs.
Progress & Pipeline: Support Your Sales Strategy With This Data Deep-Dive
Location: Ballroom 1-2
Using exclusive meetings and sales data, Simpleview and the Pasadena CVB will share how industry benchmarks were used to advocate for the destination organization, and how your organization can use this new key resource to develop your future sales strategies. We’ll dive deep into the insights offered about the progress and pipeline health of U.S. and Canadian destination organizations, divided into geographical regions and size based on GSF of exhibit space. Support your sales strategy by focusing on key data relevant to you and understand how to use it to advocate for your organization.
- Cara Frank, Chief of Staff, Simpleview
- Kristin McGrath, CDME, Executive Director, Pasadena Convention & Visitors Bureau
Location: Ballroom 3
This session will provide case studies to demonstrate how the use of powerful personal assessment tools will allow destination organization professionals to become aware of their key individual strengths in order to develop strategies to improve their overall advocacy success.
- Linda John, CDME, ACC, Vice President, Destination & Travel Practice, FiredUp! Culture
- Anna Tanksi, Summit Facilitator
- Dave Parulo, President & CEO, Washington County Visitors Association
Location: Ballroom 4-5
Time for DMOcracy is a major global research study defining community engagement best practices for destination organizations. We will share key insights and practical examples of successful community engagement by destiantion organizations across North America and Europe. Join us for a first peek of the results and resources from this study, which is wrapping up in late 2022. This global study is being led by Miles Partnership and Group Nao (the European lead and program creator) in collaboration with Destinations International, the City Destination Alliance in Europe and 44 leading North American and European DMOs.
- Chris Adams, Head of Research & Insights, Miles Partnership
- Laura Libby, SVP, Miles Partnership
- Whitney Knollenberg, Ph.D., Assistant Professor, Parks, Recreation & Tourism Management, North Carolina State University
- Ashley Schroeder, Ph.D., Assistant Professor, School of Hotel, Restaurant and Tourism Management University of South Carolina
Networking Lunch
12:00 PM - 1:00 PM
Words Matter: The 2022 Destinations International Advocacy Lexicon
1:00 PM - 1:30 PM
Details +
Words matter in politics, and they need to be chosen carefully to carry an emotional connection to people’s values and the values of our industry. This session marks the annual release of words we have found that are used by elected officials and can carry an emotional message.
Andreas Weissenborn
Vice President of Research & Advocacy
Destinations International
Andreas WeissenbornVice President of Research & Advocacy
Destinations International
Workshop: Using the Lexicon in Your Messaging
1:30 PM - 2:30 PM
Details +
Looking through the lens of the New Tourism Lexicon, attendees will break up into groups and work with a facilitator to transform real life messaging into emotionally based messaging to better communicate with residents and stakeholders.
Facilitators:
Cara Frank
Chief of Staff
Simpleview
Bill Geist
Chief Instigator
DMOproz
Facilitators:
Cara FrankChief of Staff
Simpleview
Bill GeistChief Instigator
DMOproz
Networking Break
2:30 PM - 2:45 PM
Cannabis and Hemp As Part of the Ecosystem
2:45 PM - 3:15 PM
Details +
Hear from the Destinations International cannabis/hemp task force on research around the opportunities and issues at hand for destination organizations and the adoption of cannabis and hemp in our communities. We will walk through examples on how to align detractors and showcase examples of destinations adopting cannabis and hemp as part of their tourism ecosystem.
Andreas Weissenborn
Vice President of Research & Advocacy
Destinations International
Brian Applegarth
Founder
Cultivar Brands
Racene Friede, CDME
President & CEO
Glacier County Tourism
Andreas WeissenbornVice President of Research & Advocacy
Destinations International
Brian ApplegarthFounder
Cultivar Brands
Racene Friede, CDMEPresident & CEO
Glacier County Tourism
Choosing to Make a Difference: Effective Alternatives to Travel Boycotts
3:15 PM - 3:45 PM
Details +
Destinations International has spent considerable time researching travel boycotts. While they are based in good intentions, the research shows that almost all of them are ineffective and counterproductive in achieving change. This session explores the reasons why and proposals an alternative approach that could lead to real impact and actual public policy changes.
Jack Johnson
Chief Advocacy Officer
Destinations International
Jack JohnsonChief Advocacy Officer
Destinations International
Workshop: Designing Your Own Grassroots and Engagement Campaign
3:45 PM - 4:45 PM
Details +
Looking through the lens of the values of Engagement, Collaboration and Innovation, attendees will break into groups and work with a facilitator to tackle real life situations and come up with an outline of a grassroots strategy and plan to develop political and stakeholder support for their mission.
Facilitators:
Cara Frank
Chief of Staff
Simpleview
Bill Geist
Chief Instigator
DMOproz
Facilitators:
Cara FrankChief of Staff
Simpleview
Bill GeistChief Instigator
DMOproz
Advocacy 2023
4:45 PM - 5:00 PM
Details +
Join Summit facilitator Anna Tanksi and two members of Destinations International's advocacy team members as they talk about what's in the pipeline for 2023.
Anna Tanski
Summit Facilitator
Jack Johnson
Chief Advocacy Officer
Destinations International
Andreas Weissenborn
Vice President of Research & Advocacy
Destinations International
Anna TanskiSummit Facilitator
Jack JohnsonChief Advocacy Officer
Destinations International
Andreas WeissenbornVice President of Research & Advocacy
Destinations International
Closing Reception
5:00 PM - 6:30 PM
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