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