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TTIA Travel & Tourism College
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6/13/2010 to 6/18/2010
When: June 13-18, 2010
Where: Texas State University - San Marcos
601 University Drive
San Marcos, Texas  78666
Contact: Jennifer Roush

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Registration for 2010 is now closed.


Tourism professionals from across the Southwest will convene for one week on the campus of Texas State University for an intensive curriculum of tourism marketing courses. This is designed as a 3-year program, with returning students taking 2nd and 3rd year classes in consecutive years. Travel & Tourism College professors are experienced industry professionals who bring a wealth of knowledge and expertise to the classroom. The schedule is packed from start to finish with classes, discussion groups and networking events.




Registration is now closed. The following is provided for reference only.

Tuition Rates

Tuition includes books and materials, a single occupancy room in the dormitory, breakfast and lunch in the campus dining hall, and dinner on nights with evening events.

Regular Rates: (after April 16, 2010)
Full Registration - $950/person
Registration without housing* - $800/person
Note: Must cancel by Tuesday, June 1st to receive a refund.

*If you prefer to stay off-campus, your tuition will be reduced by $150 and you are responsible for obtaining your own housing during the conference. Meals are still included. If you would like to stay in a hotel, please email Jennifer Roush, Director of Events, at jenniferr@ttia.org.

Schedule of Events
*All classes will be held in Room 233, 2nd Floor in McCoy Hall
*Subject to change

SUNDAY, JUNE 13TH
3:00 pm - 5:00 pm
Registration/Check-in @ Room 233 Pre-function, 2nd Floor in McCoy Hall


6:00 pm - 8:00 pm
Opening Reception @ Lobby, 1st Floor in McCoy Hall


MONDAY, JUNE 14TH
6:30 am - 9:00 am
Dining Hall open for breakfast in Commons Building

8:20 am - 8:30 am
Welcome/Housekeeping Remarks

8:30 am - 9:00 am
Getting to Know You /Overview of Travel and Tourism

9:00 am - 10:00 am
Relationships, Partnerships and Public Policy
Speaker: Paul L. Serff, President Emeritus, Texas Travel Industry Association

10:00 am - 10:15 am
Break

10:15 am - 11:45 am
Presentation on National and International Perspectives
Speaker: Bruce Bommarito, Executive Vice President and Chief Operating Officer, U.S. Travel Association

11:45 am - 12:45 am
Lunch in Commons Building

1:00 pm - 2:30 pm
Economic Values: Capturing the Value and Communicating the Results
Have you ever had the conversation in your community...I am just not sure spending money promoting tourism or an event is really worth the money...I mean is there any value in it?  This session will help you build an answer that with some data to back up your claim!  This session is about developing visitor surveys and capturing the economic value of your event.  Once you collect, we will talk about how to analyze the results and then ideas to help communicate the end product.  Be proactive and develop your plan before someone else values your effort for you!
Speaker:
Roger D. Hanagriff, Associate Professor in Agricultural Business, Texas A&M University-Kingsville

2:30 pm - 2:45 pm
Break

2:45 pm - 4:15 pm
Like It or Not, Social and Push Media are Here
Staying ahead of the curve is essential when it comes to developing an online presence. This session will talk about using social media and push media to market your destinations. We will look at trends in this fast paced area and explore ways for you to immediately polish your online image. Participants are encouraged to bring laptops with wireless connections or smart phones.
Speaker: Chay Runnels, Instructor of Human Sciences Hospitality Administration, Stephen F. Austin State University

4:15 pm - 4:30 pm
Wrap-Up

6:30 pm - 8:00 pm
Evening Event @ Saltgrass Steakhouse
(Located at 221 Sessoms Drive, San Marcos, Texas 78666)
(Transportation on your own
)

TUESDAY, JUNE 15TH
6:30 AM – 9:00 AM             
Dining Hall Open for Breakfast in Commons Building 

8:20 AM – 8:30 AM             
Housekeeping  

8:30 AM – 10:00 AM          
On-Line Packaging & Business-Ready Systems for Destinations & Travel Suppliers:
The dynamics of consumer travel research, buying and the booking process have been changed by the Internet.  To be competitive, DMOs, travel suppliers and travel packagers need to embrace the new on-line paradigm.  This session uncovers the various on-line package and product models used by destinations and travel suppliers.  You will tap into the Web trends, tools, techniques essential for on-line packaging success.  In addition, you will discover the process to create compelling consumer packages and the "business-ready” systems suppliers need to implement to develop and deliver a seamless consumer experience. You will increase visitation and generate results.
Speaker: Joe Veneto, Founder and Principal, Opportunities Unlimited  

10:00 AM – 10:15 AM         
Break  

10:15 AM – 11:45 AM         
Getting the Most of Your Communications Effort
If there is one constant in the travel and tourism industry, it’s change – new opportunities, new tools and new challenges.  What are the communications challenges that you constantly have to hurdle?  What communications tools could help your organization that you may not be currently using already?  When it comes to your collateral and brochure materials, what keeps you up at night?  This interactive work session will help provide answers to these questions. Come prepared to chat!                                             
Speakers:  Drew Holmgreen, Account Supervisor, TM Advertising and Dave Weaver, Chief Strategic Officer, TM Advertising

11:45 AM – 12:45 PM          
Lunch in Commons Building 

1:00 PM – 2:30 PM             
The Essentials of Travel Packaging Design
Learn the essentials of the packaging process to create compelling products that will resonate with customers.  This session provides the tools and technique as well as the current marketplace packaging trends.  Discover how to connect emotionally with your customers using a unique methodology that ties to your destination drivers.  Uncover the most popular product types for consumers and review models of successful packages.  You will be able to design compelling packages that wrap up your products, services and experiences and generate results!                                                

Speaker: Joe Veneto, Founder and Principal, Opportunities Unlimited  

2:30 PM – 2:45 PM              
Break  

2:45 PM – 4:15 PM              
Public Relations, Press Relations and Press Tours
According to the Travel Media Association of Canada, some statistics suggest that "the average vacationer is seven times more likely to visit a destination after reading a convincing travel article than he/she would be from seeing an advertisement for the same place.”  Indeed, press trips that involve a qualified travel writer on assignment from a targeted medium are extremely beneficial and a great way to reach a likely or prospective traveler with tantalizing information about your destination.  But what does a press trip involve, and what do you need to know before launching into a press trip program? What are the advantages and pitfalls? What are the tools you will need?  How do you make sure the writer comes away with a variety of good stories about your destination? Public Relations, Press Relations and Press Tours will answer these and other questions.
Speaker:
  Kelly G. Morris, APR, Public Relations & Communications  


4:15 PM – 4:30 PM              
Wrap-Up  

4:30 PM                                 
Free Evening, dinner on your own* 

WEDNESDAY, JUNE 16TH
6:30 AM – 9:00 AM             
Dining Hall Open for Breakfast in Commons Building

8:20 AM – 8:30 AM             
Housekeeping  

8:30 AM – 10:00 AM           
Pulling Event Promotions out of Thin Air in an Era of Shrinking Budgets and Media Turmoil
Get lots of actionable advice and hear true-life stories about coming up with event promotional campaigns on a shoestring or less.  Ed Dreistadt has found himself, on more than one occasion, with marching orders to make an event a big success while staring at a cash budget of close to zero.  Find out about how Stone Mountain Christmas got a major Wendy's promotion for free, how the Yellow Daisy Festival ran a huge television schedule at no cost, how Chick-fil-A paid to do a coupon drop for Stone Mountain Park and other amazing feats from the front lines of our brave new marketing world.
Speaker:
Ed Driestadt, President, Ed Dreistadt & Company, Inc.  


10:00 AM – 10:15 AM         
Break  

10:15 AM – 11:45 AM         
Past, Present and Future Trends of Online Marketing
Is your web presence keeping current with consumers' expectations? Susan Sweeney, Internet marketing expert and the author of 8 Internet marketing books including 101 Ways to Promote Your Web Site and Social Media for Business will review the life cycle of travel and tourism web sites and technologies - the past, present and future - that are becoming the benchmarks of a successful Web presence and Internet marketing. Facebook, YouTube, Twitter, Flickr, consumer generated media, dynamic personalization, and augmented reality are a few of the topics to be discussed. This session is a must for all travel and tourism industry professionals who want to see how your web presence measures up, learn what you have to do to catch up and learn what you have to prepare for in the future.
Speaker: Susan Sweeney, Best-selling Author, Internet Marketing Specialist and Professional Internet Marketing Speaker

11:45 AM – 12:00 PM          

Wrap-Up  

12:00 PM                               
Free afternoon and evening, dinner on your own*
Dining Hall in Commons Building Open for lunch from
11:00 AM – 1:30 PM

THURSDAY, JUNE 17TH
6:30 AM – 9:00 AM             
Dining Hall Open for Breakfast in Commons Building

8:20 AM – 8:30 AM             
Housekeeping  

8:30 AM – 10:00 AM                       
Emotional Branding:  Facts vs. Feelings
In this interactive session, you’ll discover insights that will guide you in connecting with your customers and visitors in a way that allows you to build a meaningful, long-term relationship with them.  "Connecting with” your visitors or guests is different than "selling to” them – connecting is about an emotional relationship that is not based on just information but rather on how you will play a meaningful part in people’s lives.  Examples of brands and destinations that are doing a good job of connecting with their customers and some that could be doing a better job will be shared.
Speaker: Bill Lytle, Co-founder and Principal, Brand Champs  


10:00 AM – 10:15 AM         
Break  

10:15 AM – 11:45 AM         
Great Online Gadgets, Tools, Resources
In this fast paced session Susan Sweeney, Internet marketing expert and the author of 8 Internet marketing books including 101 Ways to Promote Your Web Site and Social Media for Business  will take you on a whirlwind tour of the latest and greatest online tools and resources (most of them free) that you can use to market more effectively, wow your web site visitors, improve your conversion, improve your web site, save time and do more business. Don’t miss this session!
Speaker: Susan Sweeney, Best-selling Author, Internet Marketing Specialist and Professional Internet Marketing Speaker

11:45 AM – 12:45 PM          

Lunch in Commons Building

1:00 PM – 2:30 PM              
Gender Differences and Branding
In this session, you'll discover insights into how men and women are not only different (DUH!), but from a behavioral point of view, how you can construct messaging, content and promotions for your brand or destination that will effectively connect with women and with men.  Bill will share examples of brands and destinations that are doing a good job of connecting, and some that could do better.
Speaker: Bill Lytle, Co-founder and Principal, Brand Champs  

2:30 PM – 2:45 PM              
Break  

2:45 PM – 4:15 PM              
Using Market Research
In the current climate of reduced budgets and resources market research is a tool that helps guide brand managers on how to do more with less.  As a mechanism for segmenting the marketplace and shedding light on niche markets, research can help pinpoint which segments are most receptive to what your destination or company offers and help determine the message that will resonate with these audiences.  In this session  Laura Mandala will bring her more than decade-long experience with Marriott International, U.S. Travel Association, destinations and other clients to provide a primer on measuring consumer behavior and applying it to the business of travel and tourism management.

Speaker: Laura J. Mandala, Managing Director, Mandala Research, LLC  

4:15 PM – 4:30 PM              
Wrap-Up  

6:30 PM – 8:30 PM              
Dinner @ Embassy Suites San Marcos
(Located at 1001 East McCarty Lane, San Marcos, TX 78666)

(Transportation on your own)

FRIDAY, JUNE 18TH
6:30 AM – 9:00 AM             
Dining Hall Open for Breakfast in Commons Building 

7:30 AM – 8:20 AM             
Dorm Check-Out – Room 233 Pre-function, 2nd Floor in McCoy Hall  

8:20 AM – 8:30 AM             
Housekeeping  

8:30 AM – 9:45 AM             
Reinvention of the American Community – Succeeding in a Brand New World
Everything is changing. Competition has never been more fierce for new jobs, new residents and visitors.  In this session, we look at the three primary ingredients of change, and then will cover the seven things you need to do in this new age of reinvention to win. You'll see first hand examples, case histories, film clips and hilarious outcomes as people struggle to survive in this "brand" new world.
Speaker: Roger Brooks, Founder and CEO of Destination Development International  

9:45 AM – 10:00 AM                           
Break           

10:00 AM – 11:30 AM         
Powerlines, Slogans and Logos
Part of every branding effort includes the creation of a memorable slogan or tag line, a logo, and if you are very smart – a "powerline.”  You’ll learn what the differences are between a slogan, tag line, powerline, logo and a brand identity.  We’ll also cover when each should be used, how, and who should use them.  This engaging and humorous workshop showcases what works, what doesn’t work (using real life examples), and step-by-step instructions on how to develop a winning marketing message in both graphics and words that will truly set you apart from everyone else.
Speaker: Roger Brooks, Founder and CEO of Destination Development International  

11:30 AM – 12:00 PM          
Closing and Class Pictures  

11:30 AM – 12:30 PM          
Dorm Check-Out – Room 233 Pre-function, 2nd Floor in McCoy Hall  

12:00 PM                               
Adjourned
*Lunch on your own

*The free afternoon and evenings will allow registrants to visit local restaurants, shopping and attractions on their own. TTIA will provide attendees with discounts for a variety of area attractions, including coupon books to use at Tanger Outlets and Prime Outlets - San Marcos, and deeply discounted tickets to SeaWorld, Six Flags Fiesta Texas, Natural Bridge Caverns and more.

Who should attend?
Any person involved in travel, tourism, hospitality, recreation or a related field who wants to get better at what they do and improve their potential for career advancement. Whether you have been in the job for a week or several years, our Travel & Tourism College is a great way to begin or strengthen your knowledge of sales, marketing, communications and related subjects.

Thank you to our sponsors!

                

              

               

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