|TUESDAY, JUNE 21, 2011
7:00 am - 5: 30 pm
Registration Desk Open
Internet Café Open
7:00 am - 8:30 am
Breakfast Buffet: Marketplace Lounge Open
Enjoy breakfast and network with colleagues.
7:00 am - 5:15 pm
8:30 am - 10:30 am
General Session - CTTC Presentation
Opening General Session
The California Travel and Tourism Commission (CTTC) is now embarking on the Brand Enrichment phase of its Strategic Marketing Plan. This program deals with both traditional and innovative methods for broadcasting the California brand and creating opportunities for you to participate in this $50 million global brand marketing platform. Come listen to CTTC President and CEO Caroline Beteta [and her team] discuss ways the Commission is creating awareness and desire for consumers around the world to experience California - and how you can be part of the plan!
California Travel & Tourism Commission: Brand Enrichment
Speaker: Caroline Beteta & Team
Caroline serves as the President and CEO of the industry-led California Travel and Tourism Commission, a non profit organization created to market California as a premier travel destination and to increase the State’s share of the tourism-related revenues.
10:30 am- 11:15 am
Morning Networking Break: Marketplace Lounge Open
11:15 am – 12:30 pm
Breakout Sessions 1-3 (Concurrent)
Session # 1: Content Marketing
Speaker: Joe Pulizzi
is a leading author, speaker and strategist for content marketing. Joe is first and foremost a content marketing evangelist, and founded the Content Marketing Institute, which includes client-vendor matching site Junta42 as well as the premier international content marketing event Content Marketing World and Chief Content Officer Magazine. Joe is also co-author of the highly praised book Get Content Get Customers (McGraw-Hill), recognized as THE handbook for content marketing. Awarded “Custom Media Innovator of the Year” by American Business Media, voted Who’s Who in Media Business by BtoB Magazine, and recognized as the Most Influential Content Strategist via Lavacon, Joe travels around North America and Europe talking to marketers and business owners about how they are indeed publishers, and what they need to do about it.
Session # 2: Customer Service Panel
Moderator: Ann Gallaugher, Vice President Tourism Development, Anaheim/Orange County CVB.
Panelists: Dorette Warms, Customer Services Director, Southwest Airlines; Derra Lee Edwards, Director of Learning, Montage Hotels & Resorts; Jon Storbeck, Vice President, Disneyland Park.
You will hear from three brands that are world renown for exceptional customer focus and service for their sector…Disney, Montage and Southwest. These executives will share their award winning approaches to excellence in customer service and you will be provided with ideas and approaches that you can apply to your business and sector within tourism.
Session # 3: “Beyond the Gateways” Rural Track Session 2
Moderator: Scott Schneider, President & CEO, Visit Mendocino County, Inc.
Panelists: Matt Stiker, SF Travel; Jason Pacheco, BRIC Marketing Group; David Bratton, Destination Analysts; Jeanne Sullivan, Sullivan Says.
This is the second part of our Rural education track at CTS…you will hear from experts that will share their winning campaigns and initiatives that have proved to be effective in creating demand for their areas. Keeping your area “top of mind” within our huge state can be challenging…attend and see how these proven leaders have captured new visitors using effective techniques and minimal spends.
Student Session: Career Development Strategies for Students
Designed to help students prepare for moving beyond their undergraduate degree into a professional position or to graduate school. A CalTravel member panel will discuss their experiences and offer advice on best practices to help land a career oriented job. A graduate program representative from a CSU program will discuss benefits of graduate school and when it’s the right fit for an undergraduate to pursue.
12:45 pm - 2:15 pm
Luncheon: Sponsored by Disneyland Resort in partnership with Alaska Airlines
2:15 pm - 3:30 pm
General Session: The Outlook for California Tourism: Of Perils &S Potential
Speaker: Adam Sacks
“The Outlook for California Tourism/ of Perils & Potential”
Adam has advised multi-national hotel chains, airlines, aircraft manufacturers, theme parks, resort developers, and retail operators on current and future market opportunities. He regularly presents to corporate strategic planning teams on the treats and opportunities facing their businesses. You will gain insights and useful perspectives on trends and opportunities for YOUR business for the future from this world class “futurist”.
3:30 pm- 4:00 pm
Afternoon Networking Break: Marketplace Lounge Open
4:00 pm- 5:15 pm
Breakout Sessions 4-7 (Concurrent)
Session # 4: Maximizing Your Relationships with Online Travel Companies
Moderator: Corrine Brindley, Regional Director of Government Affairs, SeaWorld Parks & Entertainment
Panelists: Noah Tratt, Expedia®; Jenny Thomassian, Travelocity; David Bahlman, Orbitz®.
Online distribution channels continue to be a vital aspect of consumers’ travel planning, shopping and booking behavior. A panel of representative from the leading online travel companies (OTCs) – Travelocity, Expedia® and Orbitz® – will provide insights on how best to partner with OTCs to reach the right consumer with the right message at the right time and how to grow your business via targeted online advertising, marketing and revenue management strategy and smart merchandising to reach your goals.
Session # 5: Managing your Operations/Improving your
Speaker: Carol Amaya, Lecturer, San Francisco State University.
This session provides insights, methods and “relevant” ways to improve operations, marketing, sales and cross functional teams. This fast paced workshop with cover areas including doing more with less, improving communication and leveraging multi-functional areas, building high performance teams, maximizing output/performance, avoiding common management pitfalls, responding the changing marketplace and much more.
Session # 6: Develop Response Ability – Secrets to Getting Email Replies
Speaker: Karen Purves, M.A.
Do you know the four letter word that instantly increases the response rate to your emails? Find out the answer plus laugh as you learn in this cutting edge, interactive session filled with proven email tips. Email marketing/sales expert Karen Purves, M.A. shares easy, time-saving solutions to make your emails stand out in the crowd and how she gets over a 90% response rate to her emails. For cold and warm leads alike, converting contacts to cash often relies on email. After participating in this program attendees, on average, said their ability to write a more effective email improved 74%.
Session #7: “Beyond the Gateways” Rural Track Session 3
Speakers: Mo McElroy, President/CEO, Healdsburg Chamber of Commerce and Visitors Bureau; John Reyes, President/CEO Monterey County CVB; Jason Sciarillo, Head of Sales for the West Coast and National Accounts, Travelzoo.
The third workshop in our rural education track, this session will link all of the marketing, operational, promotional and internal components of rural opportunities into a cohesive campaign. See how major markets can assist you in developing and expanding your area…and you will hear from experts on additional ways to supplement your efforts in developing demand for your destination.
6:30 pm - 7:30 pm
Celebration Reception: Convention Center Ballroom Ante Area
7:30 pm - 10:30 pm
Celebration Dinner: Convention Center Ballroom
This CTS crowning event offers a spectacular gala dinner, presentation of our Industry Awards, a special presentation by Cirque du Soleil and a live auction benefiting CalTravel!
10:00 pm – 12:00 am
Club CalTravel Lounge Party
Mingle with your friends and dance to the music of our live band.