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Texas Travel Summit 2013 - Schedule
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2013 Texas Travel Summit Schedule
(as of 9/03/2013 - subject to change)


8:00am – 1:00pm                     


TTIA/TTF Friends of Travel –Give Back – Nueces Bay, Corpus Christi

TTIA’s Friends of Travel - Give Back program invites you to be a volunteer to help with Marsh Restoration in the Nueces Bay in Corpus Christi. Volunteers will learn about the plants being placed on the terraces, how to properly plant them, how to be careful around nesting birds, and learn about boat safety before being taken by airboats to the different planting beds. Lunch will be provided and bottled water will be available throughout the day.  Volunteers are required to wear water shoes or tennis shoes (old tennis shoes recommended).  Everyone will receive a t-shirt and gloves onsite.

(Additional Fee - $20/person OR $10/students)

Motorcoach to depart the Omni Corpus Christi Hotel no later than 8:00am.  Meet in the lobby of the hotel on the 1st floor no later than 7:45am.

Sponsored by Plano CVB, Coastal Bend Bay Estuaries Program, Coastal Bend Bays Foundation, Corpus Christi CVB, Wal-MartTexas Association of Convention & Visitor Bureaus, Greater Houston CVB, Beaumont CVB, Schlitterbahn WaterparksBay Area Houston CVB, Bryan-College Station CVB, City of Mansfield, Denton CVB, Visit Lubbock, Brownsville CVB, South Padre Island CVB, Traders Village, San Luis Resort, Spa and Conference Center,  Abilene CVB, San Antonio CVB, Hyatt Regency Lost Pines Resort and Spa, MPG* Meeting Planners Guide, San Marcos CVB, Natural Bridge Caverns, The Atkins GroupPort Aransas Chamber of Commerce/Tourist BureauGrapevine CVB, Tucker & AssociatesTexas State Aquarium, Shop Across Texas, Killeen Civic & Conference Center & Visitors Bureau, and Step In Communication



12:30pm – 5:30pm

Conference & Exhibitor Registration - Foyer between Nueces and Corpus Christi Ballrooms
Sponsored by AJR Media Group, AAA Home & Away, AAA Living, and AAA Southern Traveler

1:00pm – 5:00pm TxDOT Administration Meeting - Corpus Christi Ballroom A

2:00pm – 3:15pmTTIA Legislative Affairs Committee Meeting - Corpus Christi Ballroom C

3:15pm – 4:15pmTTIA Attractions Council Meeting - Aransas Room

3:15pm – 4:15pmTTIA Membership Committee Meeting - Laguna Madre Room

3:30pm – 5:30pmTACVB Board Meeting - Corpus Christi Ballroom B

4:15pm – 5:15pmTTIA Communications Committee Meeting - Laguna Madre Room

4:15pm – 5:15pmTTIA Texas Nature Tourism Council Steering Committee Meeting - Aransas Room

5:15pm – 6:30pm

First Timer’s Orientation & Networking Reception - Bayview Room, 1st Floor

If this is your first time attending Summit, please join us for this informal reception and orientation session to meet TTIA staff and board members and learn more about the association.

Sponsored by San Marcos Convention & Visitor Bureau

7:00pm – 10:00pm

Opening Night at Brewster Street Icehouse
Kick off this year’s conference at a welcome event sure to rock!  Fight for your right to party at Brewster Street Icehouse, a local favorite for live music, and enjoy an 80’s flashback from the Spazmatics or join in the Piano Sing-a-long show.  Dress in your beachy casual attire and prepare to dance the night away!  The grilled delights of dinner, combined with fun and festivity will guarantee an opening night you won’t forget.  Two drink tickets provided per guest at the door.   

Sponsored by Corpus Christi Convention & Visitors Bureau

Motorcoach transportation runs continuously between the Omni Hotel and Brewster Street Icehouse from 6:30pm-7:15pm and 8:30pm-10:00pm



7:45am – 5:00pm
Conference & Exhibitor Registration - Foyer between Nueces and Corpus Christi Ballrooms
Sponsored by AJR Media Group, AAA Home & Away, AAA Living, and AAA Southern Traveler|

7:45am – 8:30amNetworking Continental Breakfast - Corpus Christi Foyer A

Sponsored by Adara Media

8:30am – 8:45am Welcome/Opening Ceremonies - Nueces Ballroom

8:45am – 9:30am

David Huether
Senior Vice President, Research
U.S. Travel Association

Keynote - Nueces Ballroom

Drawing a Picture of Today's Travel Consumer
Who is today’s travel consumer? What wants and needs are defining and predicting their behavior?  David Huether takes the wealth of data from U.S. Travel Association to draw a picture of today’s traveler, while sharing how best to market to them and grow your bottom line. 

Keynote Speaker: David Huether, Senior Vice President, Research, U.S. Travel Association

9:30am – 10:15am

Benjamin Smithee
Chief Executive Officer SPYCH

Keynote - Nueces Ballroom

Mobile Explosion: A look at the "Mobile" Migration and What It Means to Today's Brands and Organizations
It's no longer "enough" to be digital. It's no longer "enough" to be Social. We live in a mobile environment with countless facets. Does your brand have what it takes to get today’s consumer to take action and become engaged? What makes them tick, and better yet, what makes them tap? Ben Smithee, CEO of SPYCH, is regarded as one of the leading experts in helping brands and organizations understand, engage and create valuable long-term relationships with today’s connected consumers. His keynote will take us on a fast-paced tour of the mindset of today's mobile consumer - and how the Mobile Explosion will impact the consumer environment as a whole today, tomorrow and for years to come.

Keynote Speaker: Benjamin Smithee, Chief Executive Officer, SPYCH

Sponsored by SeaWorld San Antonio

10:15am – 10:30am Communications Break

10:30am – 11:20am

Luke Williams
Professor of Innovation at NYU Stern School of Business and Best Selling Author

Keynote - Nueces Ballroom

Disrupt:  Sparking Business Transformation with Innovation
In a business world of nonstop change, there's only one way to win the game: transform it entirely. This requires a revolution in thinking—a steady stream of disruptive strategies and unexpected solutions. Luke Williams will get us thinking how to generate those strategies and deliver those solutions.

Keynote Speaker: Luke Williams, Professor of Innovation, NYU's Stern School of Business and Executive Director of the Berkley Center for Innovation & Entrepreneurship at New York University; Best Selling Author of Disrupt

11:20am – 11:45amPanel Discussion with David Huether, Ben Smithee and Luke Williams - Nueces Ballroom

11:45am – 12:00pmCommunications Break

12:00pm – 1:15pm

Awards & Networking Luncheon - Corpus Christi Ballroom
Luncheon sponsored by Landry's Inc., Galveston Island Convention & Visitors Bureau, Galveston Hotel & Lodging Association, Galveston Restaurant Association and Pleasure Pier

Presentation of TTIA's Tall in Texas, Lifetime Achievement, and Rising Star Awards
Southwest Airlines, Presenting Sponsor of TTIA’s Rising Star Award

Presentation of Scholarship Awards and TNTC Awards
Scholarship Awards sponsored by Natural Bridge Caverns

1:15pm – 1:30pmCommunications Break

1:30pm – 2:35pm

Trends: Crash Course Presentations - Nueces Ballroom

During these 15 minute power presentations, industry experts will provide a short, but intensive overview of specific subjects impacting our industry with essential takeaways that you can put to use immediately in your business operation.  

How Print Inspires Women to Travel
Women make the majority of travel decisions. What inspires women to choose travel destinations? Where do they gather their information? Meredith Travel Marketing will provide insights, gleaned from a recent travel research study, that uncovers what inspires women, what role magazines play in the decision making process, and how women truly gather travel information and make travel decisions. Learn tips for more engaging print advertising and crafting messages that will drive women to your destination. 

Speaker: Sheila Mahony, Director of Brand Development, Meredith Corporation - Meredith Travel Marketing

Big Data & Behavioral Targeting are Changing the Travel Industry
Big Data and Behavioral Targeting are changing the dynamics of travel marketing.  Their impacts continue to grow as new technologies and tools are introduced and evolve. Explore ways to leverage data in order to make informed decisions with positive effect on sales and marketing strategies.  Learn from success stories and case studies on how CVBs, hotels, and attractions are already using Big Data in a successful way; and discover new tracking tools and analytics available to travel marketers.

Speaker: Sylvia Weiler, General Manager of Tourism, Sojern Inc.

Chaos: Managing Marketing in a Real-Time Connected World
The brand/consumer relationship is in flux—being disrupted by paradigm shifts in attitude, culture, and technology. Consumers are more in control of content than they’ve ever been before. They choose what, when, where, and how to participate in every marketing transaction. Their decisions define what gets in and what’s filtered out. And now they have a voice—a big, powerful, strong voice—they use to exercise their wants, needs, likes and dislikes. A marketer’s job is to understand what target customers want, and offer them answers to it.

Speaker: Ryan Thompson, Founder & CEO, Aria

Online Leisure Traveler Trends
What are the newest trends in online booking for leisure and transient travel?  How can you drive incremental revenue online through online travel agencies (OTAs)?  Our expert from Expedia will discuss trends and tips relevant to the hotel community and to the entire travel industry.

Speaker: Dave Kolankarai, Senior Director within the Lodging Partner Services Group, Expedia, Inc.

2:35pm – 2:50pmCommunications Break

2:50pm – 4:15pm

International: The New Growth Market - Corpus Christi Ballroom
Taking Texas Global - What's In It For Me?
Sponsored by United Airlines

Speaker: Chris Thompson, President & CEO, Brand U.S.A

Speaker: Darren Dunn, Sr. Director, Destination Marketing, Adara Media


  • Chris Thompson, President & CEO, Brand U.S.A
  • Brad Smyth, Director of Tourism, Office of the Governor, Economic Development & Tourism
  • Robert Lander, President & CEO, Austin Convention & Visitors Bureau
  • Patricia Moore, CTE, Executive Director, Bandera County Convention & Visitors Bureau

Moderator: Phil Ritter, Executive Vice President, Government and Stakeholder Affairs, 
Dallas/Fort Worth International Airport

4:15pm – 4:30pmCommunications Break

4:30pm – 5:00pmTexas Tourism International Marketing Update - Corpus Christi Ballroom
Before you learn about Texas Tourism’s advertising plans, let us teach you the ‘who, what, why and how’ of the Public Relations & Marketing Plan for the year.  This session will highlight Public Relations & Marketing Activities and Cooperative Opportunities, within both the Domestic and International markets, and will also show you why and how Texas Tourism formulates their marketing plans by providing market-specific research and details.

Speakers: Brad Smyth, Director of Tourism, Office of the Governor, Economic Development & Tourism Division
Diana Stevie, Senior PR Manager, Office of the Governor, Economic Development & Tourism Division 

Sponsored by AJR Media Group and AAA Texas Journey

5:00pm – 5:30pmState Agencies' Update - Corpus Christi Ballroom
State agency representatives will give updates on what is new and what has been happening with their agencies since last year's Travel Summit.

Speakers: Margo Richards, Division Director, Travel Information Division Austin, Texas Department of Transportation; Lydia Saldana, Communications Director, Texas Parks & Wildlife Department; Brad Patterson, Texas Historical Commission; Gary Gibbs, Executive Director, Texas Commission on the Arts

Sponsored by AJR Media Group and AAA Texas Journey

Open Evening

9:30pm – Midnight

TEXAS MONTHLY Hospitality Suite - Rm 1859 (18th Floor)

Sponsored by TEXAS MONTHLY


8:00am – 5:00pm                                Conference & Exhibitor Registration - Foyer between Nueces and Corpus Christi Ballrooms

Sponsored by AJR Media Group, AAA Home & Away, AAA Living, and AAA Southern Traveler

8:00am – 8:45am
Networking Continental Breakfast - Corpus Christi Foyer A

8:45am – 12:00pmExhibitor Setup - American Bank Center – Henry Garrett Ballroom, 2nd Floor

8:30am – 9:20amTTIA Annual Business Meeting - Corpus Christi Ballroom

This annual meeting of the TTIA membership includes a vote by the membership to formally elect candidates nominated for "at large” positions on the TTIA Board, announcement of new TTIA Board Officers, and the President’s Report on the Association’s accomplishments and activities over the last year as well as a briefing on upcoming initiatives. 

9:20am – 9:50am

Innovations Showcase - Corpus Christi Ballroom
Don’t miss these enlightening presentations from industry innovators who will be revealing their game changing initiatives.

Big Attraction, Small Town?
  Julie Maffei, Manager, Texas Quilt Museum 

Innovations in Online Travel Sales
Speaker:  Frank Morogiello, Chief Supply Officer,

"What’s Your Story?” Engaging the Texas Traveler
Speaker:  Casey Clyce & Russ Walker, Owners, Stripe It Media 

Sponsored by Adara Media

9:50am – 10:15am Texas Tourism Domestic Advertising & Marketing Update - Corpus Christi Ballroom
Texas Tourism will share the results of the new "Texas. It's Like A Whole Other Country." campaign that premiered at the 2012 Summit and give a preview of plans to build upon this successful campaign in 2014.

Speakers: Tim Fennel, Tourism Deputy Director, Office of the Governor, Economic Development & Tourism Division
Danielle Johnson, Account Supervisor, Slingshot LLC

10:15am – 10:30amCommunications Break

10:30am – 11:15am

Hanna Rosin
Senior Editor, 
Atlantic magazine,
and Author                 

Keynote - Corpus Christi Ballroom

The End of Men and the Rise of Women:  What it All Means
A dynamic and fundamental gender power shift is underway:  the economic progress of women is on the rise while the economic power of men is declining.   Women are the true power brokers when it comes to consumer travel making and travel spending decisions.  And, their power is increasing, not only as travel consumers, but throughout society, the economy and the business world.   The implications will be profound.  Learn what The End of Men and the Rise of Women means to our future and how the travel industry can adapt to the new reality.

Speaker: Hanna Rosin, Senior Editor, Atlantic magazine, and Author, The End of Men: And the Rise of Women

Sponsored by Hyatt Regency Lost Pines Resort & Spa

11:15am – 12:00pm

Brian Solis
Principal, Altimeter Group; Thought Leader in New Media; Author & Futurist

Keynote - Corpus Christi Ballroom

What’s the Future of Business?

In this age of Digital Darwinism, technology and society are evolving faster than
many organizations and businesses are able to adapt. Not just small businesses,
but many top Fortune 500 companies have also slipped out of contention or even
disappeared because they were unable to keep up in these turbulent times. The
new social economy is reinventing capitalism. But, social media and marketing
strategies alone won’t be enough to save your organization. Experience design
is the future of the new economy. If your organization is to succeed in the future,
you must truly understand how to create meaningful and shareable experiences
with the new connected consumer. Don’t miss this riveting keynote address from
Brian Solis, digital analyst, business strategist, futurist, and principal analyst with
the Altimeter Group.

Speaker: Brian Solis, Principal, Altimeter Group

12:00pm – 12:30pm                                                                                                                                                                      Communications Break

Transfer to American Bank Center for Trade Show & Dine-In
Motorcoaches will run continuously from 12:10pm to 1:00pm and again from 3:00pm to 3:30pm
12:30pm – 3:00pm
Trade Show & Dine-In - American Bank Center - Henry Garrett Ballroom, 2nd Floor

Lunch will be served inside the exhibit hall at the American Bank Center. The Summit Trade Show is the perfect place to find vendors, service providers, technology, marketing, PR and advertising partners that meet your specific needs. Enjoy lunch, visit all the booths, socialize with attendees, and be sure to stay to the end for prize drawings!

Presented by Madden Media

3:30pm – 5:00pm
IMPACT Sessions
Each of these expertly facilitated sessions will provide an open dialogue for Summit attendees to share ideas, experiences, problems, and successes to generate opportunities and solutions to challenging issues that impact organizations and businesses. Share challenges, best practices, solutions, and successes in these moderated sessions.

Impact Session #1: Making Research Relevant – Nueces Ballroom B

Discussion topics will include the latest research resources available including actionable domestic visitor trends, how to justify tourism promotion, working with universities to answer research questions and clearly communicating research results.  Each facilitator brings a different perspective – academic, destination marketing organization (DMO) and travel research vendor to answer any research questions you may have.

Facilitators:  Nate Gieryn, Texas Tourism; Jeffrey Eslinger, D.K. Shifflet and Associates; Kyle Woosnam, Texas A&M University; Jose Quintana, AdventGX

Impact Session #2: Business Roundtable – Aransas Room
(By Invitation Only)

Facilitator: Bob Phillips, President/CEO, Phillips MediaSource and Texas Country Tours; and Texas Country Reporter

Impact Session #3: Taking Your Marketing Plan from Dust Collector to Useful Tool - Nueces Ballroom A

Do you have a marketing plan?  Does it include social media, print collateral, tradeshows, media calls, traditional PR, blogs, advertising?  Does it sit on your shelf collecting dust or do you really use it? Or are you flying by the seat of your pants with no plan and no idea how to put one together? Join our facilitator, subject experts, and your peers for an open discussion of your challenges, questions and issues about marketing plans, their importance and how to make them very useful tools in meeting your goals.

Facilitator: Fran Stephenson, Step In Communication

Subject Experts: Daryl Whitworth, Madden Media; Shanna Smith, San Antonio Convention & Visitors Bureau; Beth West, Meredith Corporation/Midwest Living

6:30pm – 9:00pm
Summit Closing Event at WaterStreet

Join your peers at the WaterStreet Seafood Restaurant in downtown Corpus Christi, voted "Best of the Best” seafood in Corpus Christi for 14 consecutive years.  Enjoy music entertainment by Aloha Dave, great food catered by WaterStreet, and go next door to explore one of the Lone Star State’s unique places, the Texas Surf Museum.  The museum showcases more than 35 classic surf boards dating from the early 1960s through the mid 1970s plus replicas from the 1930s and ‘40s era.  Two drink tickets provided per guest at the door.  Attire is casual.  

Sponored by Meredith Travel Marketing and Six Flags Fiesta Texas

Motorcoach transportation runs continuously between the Omni Hotel and WaterStreet from 6:30pm-7:15pm and 8:30pm-9:15pm.
Motorcoach Transportation Sponsored by Orbitz Worldwide

9:30pm – Midnight   
TEXAS MONTHLY Hospitality Suite - Rm 1859 (18th Floor)

Sponsored by TEXAS MONTHLY

WEDNESDAY, SEPTEMBER 25 - FOR DMO'S ONLY with Full Conference Registration

7:45am – 12:00pm                       
DMO Educational Program* -                                                    
*Requires Separate Registration. No Extra Cost. Open to DMOs Only.  Attendees must be registered for Travel Summit.

7:45am – 9:00amRegistration for DMO Educational Program - Foyer between Nueces and Corpus Christi Ballrooms

Sponsored by AJR Media Group, AAA Home & Away, AAA Living, and AAA Southern Traveler

8:45am – 9:45am                                                                             The Value of Texas Marketing Cooperatives - Nueces Ballroom

Cooperative opportunities can stretch your budget and allow you to target audiences that may have been outside your budget reach. In this session, you will hear from some of the industry experts on ways you can participate in various cooperative opportunities available on any budget.

9:45am – 10:00amBreak

10:00am  – 12:00pm                                                                                                                                            Google Learning Lab - Nueces Ballroom

DMOs have a unique position as the primary drivers of leisure and business travel. However, as technology is changing consumer behavior, consumer behavior is changing everything, including the travel inspiration process.  As a result, DMOs need to be ready to follow consumers online, where travelers seek out more and more of their interactions and information.  In this session, Google will share insights into:
  • Engagement and consumer behavior changes
  • Calculating ROI for destinations
  • InteractING with travelers across technology platforms & online video
Speakers: Rachel Seidman, Destination Account Manager, Google; and Vincent Macri, Account Manager, Google.

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