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Texas Travel Summit 2012 - Schedule
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2012 Texas Travel Summit Schedule

All meetings, sessions, and the Trade Show will be held at the Hyatt Regency Lost Pines (unless otherwise stated.)
(Updated 9/7/12)


8:45am – 2:30pm  


TTIA/TTF Friends of Travel –Give Back – Bastrop State Park

TTIA’s newly formed,Texas Tourism Foundation Friends of Travel - Give Back program would like to invite you to be a volunteer to help in the restoration of the Bastrop State Park. This program has been established to give each of us an opportunity to give back to those tourism partners that may need our assistance. As you know last summer’s forest fires had a devastating impact on the Texas hill country area and with the TTIA Texas Travel Summit taking place at the Hyatt Regency Lost Pines Resort, we would like to take this opportunity to give back and help the Bastrop State Park in its recovery from these fires by providing them with some volunteer help the day before Summit.Attendees are encouraged to bring snacks, and wear close-toed shoes, long pants and sun protection (like a hat and suncreen)

(Additional Fee - $20/person or $10/student)

Sponsored by Plano CVB, Grapevine CVB, Corpus Christi CVB, TACVB, Waco CVB, Greater New Braunfels CVB, Denton CVB, Bryan/College Station CVB, City of Shenandoah, Abilene CVB, San Marcos CVB, Kyle Chamber of Commerce, Port Aransas Chamber of Commerce, City of Mansfield, Galveston Island CVB, Odessa CVB, Visit Lubbock, City of Buda Tourism, I-45 Corridor



12:30pm – 5:30pm

Conference & Exhibitor Registration - Baron's D Foyer
Sponsored by Schlitterbahn Waterparks

1:00pm – 5:00pm
TxDOT Administration Meeting - Austin Colony Room

3:30pm – 4:30pm
TTIA Texas Nature Tourism Council Steering Committee Meeting - Navarro Y Bangs Room

3:30pm – 4:30pm
TTIA Membership Committee Meeting - Robertson & Leftwich Room

3:30pm – 5:00pm
TTIA Communications Committee Meeting - Mina Room

3:30pm – 5:30pmTTIA Leadership Program - Lost Pines Ballroom 1

3:30pm – 5:30pmTACVB Board Meeting - Little Colony Room

4:00pm – 5:00pmTTIA Attractions Council Meeting - Lost Pines Ballroom 2

5:00pm – 6:30pm

First Timer’s Orientation & Networking Reception - Lost Pines Ballroom 6-8
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

"Backyard Cookout – Hill Country Style” - Summit Kick-Off Event 
Enter Shellers Barrelhouse Bar – continue on through to the "Backyard”
Backyard elegance meets Austin cool at this upscale "Hill Country” cookout.  Enjoy delicious food prepared by the culinary team of the Hyatt Regency Lost Pines Resort and Spa, refreshing drinks and, of course, great tunes from The Live Music Capital of the World®.  Dance under the stars and rock out with the Marshall Ford Swing Band.  Sample tasty sips from Austin’s own Tito’s Handmade Vodka and Uncle Billy’s Brew & Que.  It will be a fun evening to celebrate "Life’s Better in a State of Travel”.    

Sponsored by Austin Convention & Visitors Bureau and Hyatt Regency Lost Pines Resort



7:45am – 5:00pm
Conference & Exhibitor Registration - Baron's D Foyer
Sponsored by Schlitterbahn Waterparks

7:45am – 8:30amNetworking Continental Breakfast - Baron's D Foyer

8:30am – 8:45am Welcome/Opening Ceremonies - Baron's Ballroom

8:45am – 12:00pm

Peter Yesawich
Vice Chairman, 
MMGY Global

Adam Sacks
Founder & President,
Tourism Economics

Stewart Hill
SVP, Media Strategy
MMGY Global

Trends Immersion: The Economy, Consumers & Media - Baron's Ballroom
This won't be your typical conference session.  We've assembled a brain trust of recognized industry experts who will provide you with a comprehensive trends immersion experience.  Each presentation offers insightful trends analysis and outlooks so you can understand, connect and leverage the array of economic, media and consumer trends impacting your business.  As an added bonus, you will have the rare opportunity to engage our speakers in a collective, interactive consulting session to answer your questions and help you turn these trends into successful business strategy. This session alone is worth the cost of your entire conference registration.

Featured Speaker: Peter Yesawich, Vice Chairman, MMGY Global

Featured Speaker: Adam Sacks, Founder & President, Tourism Economics

Featured Speaker: Stewart Hill, Senior Vice President, Media Strategy, MMGY Global

Session Schedule:
Economic Trends & Outlook for Travel with Adam Sacks
The tourism industry has been a shining star in the US economic recovery. However, recent indicators and a range of external risks are raising concerns about growth prospects. Adam Sacks will provide insights into the current economic landscape and potential scenarios for the US and global economies. He will then discuss implications for the Texas tourism industry and how the industry can best shield itself from risks while still taking advantage of growth opportunities.
Sponsored by Experience Arlington

Meet the New American Traveler: Insights from the 2012 MMGY Global Portrait of American Travelers, with Implications for Marketing Texas in the Year Ahead with Peter Yesawich
This provocative session on the emerging travel habits, preferences and intentions of Americans is guaranteed to give you plenty of actionable ideas that will help you capitalize on the trends most likely to impact your business in the year ahead.
Sponsored by SeaWorld San Antonio

Communications Break

"How to Connect with the American Traveler through an Integrated Campaign – Be Yourself!” with Stewart Hill
Unique brand messaging inspires consumers to travel. In this session, Stewart Hill will show you how to recognize ineffective, been-there-done-that ads and marketing efforts. He’ll share trends and ideas on uncovering what makes your product special and on conveying that information through innovative marketing channels. And finally he'll show you some examples of where integrated campaigns bring the experience to life; ideas that you can put to use immediately.

Sponsored by Orbitz Worldwide

12:00pm – 12:15pmCommunications Break

12:15pm – 1:25pm

Awards & Networking Luncheon - Lost Pines Ballroom
Luncheon Sponsored by Corpus Christi Convention & Visitors Bureau

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

1:25pm – 1:45pmCommunications Break

1:45pm – 4:45pm

Trends: Crash Course Presentations - Baron's Ballroom

During these 20 minute power presentations, industry experts will provide a short, but intensive overview of specific trends with essential takeaways that will help your organization or business understand and capitalize on significant developments impacting the travel industry.  

There will be a break in the middle of these sessions!
Sponsored by  Adara Media and Constant Contact

Mobile Tourism
Please join us for an informative crash course focused on Tourism Mobile Marketing. Hosted by Belmont Icehouse, a communications boutique with extensive digital and tourism experience, the course will be custom-tailored to address your interests.

Speakers: Drew Holmgreen, Account Director, Belmont Icehouse and Mark Hadley, Media Director, Belmont Icehouse

Content Marketing: The curator and storyteller of your brand.
You’ve been doing it for years, but do you even recognize it? Content marketing ties together the seemingly disparate aspects of your marketing efforts, such as your website, press releases, social media conversations and even marketing videos, so you can better manage your brand. This presentation will provide tips and insights into how you can better engage your target audience and increase profits and customer loyalty through content marketing. You will learn:

  • Definition of Content Marketing and understand that marketing success is about content
  • See examples of a good content marketing approach
  • Steps you can ensure your organization is managing content marketing effectively

Speaker: Ryan Thompson, CEO, ARIA

Trends in User-Generated Content
The advent of technology and social platforms has made it easier than ever for people to post their own content online, whether it comes in the form of reviews, videos, photos, or blog posts. How is this content fueling brand development and social sharing? Why is this beneficial to you and how can you incorporate this into your overall media strategy? We’ll use the example of San Antonio CVBs new digital ad campaign to illustrate how User-Generated Content can stimulate your creativity.

Speaker: Ly Tran, Director of Digital Strategy & Architecture, Proof Advertising

El Elefante in the Room: What You Need to Understand about America’s Largest Minority.
Hispanics are the largest minority in the United States. By 2050, 30 percent of the population will be of Hispanic descent.

If you want to grow your company, or even keep it afloat, you must begin to adapt your business and marketing strategies to embrace Hispanics as a significant part of your customer base.

Speaker: Juan Tornoe, CMO, Cultural Strategies

5 Free Things You Can Do To Improve Your Online Results
This crash course uses real life examples and best practices to show ways to win more fans, turn your website in to a content generation portal, identify and promote brand evangelists, use local attractions and businesses as key partners in creating awareness, and take bad digital PR and turn it in to an opportunity to build credibility. Senior Vice President Ronda Thiem and Digital Media Expert Howard Tietjen will use their knowledge of what has worked in various parts of the United States to help Texans get more value out of their digital presence.

Speakers: Ronda Thiem, Senior Vice President of Sales, Madden Media and Howard Tietjen, Senior Vice President of Research & Strategy, Madden Media

Managing Online User Reviews
It has happened to all of us – an online customer review that needs our immediate attention.  How should you handle this?  TripAdvisor® is the world's largest travel site, enabling travelers to plan and have the perfect trip based on millions of user reviews. In this Trends Crash Course, Meredith Dillon will share the trends and ideas available for managing online user reviews – the good, the bad and the ugly. 

Speaker: Meredith Dillon, Midwest Sales Manager, DMO, TripAdvisor

The Power of Authentic Engagement
This is a twenty minute crash course on how to make sure your marketing wins the battle of priorities so that your followers and subscribers not only stop and read what you have to say but also react by signing up, showing up, sharing the message and bringing others. We will cover how to craft an effective subject or headline, solve the mystery of timing and bring home the whole point of marketing - driving decision and action. More visitors, increased ticket sales, room nights, referrals, repeat business and more - all through the power of authentic engagement.

Speaker: Julie Niefhoff, Director, Field Education & Development, Constant Contact

Tourism Public Improvement Districts
This session will cover the dynamics of implementing a Tourism Public Improvement District within your city. Dallas recently approved such a district that will generate in excess of $10 million annually for additional marketing and incentives for group business. Find out how such districts are formed, the uses and oversight of these funds, and the steps that must be taken at the local level. TH&LA President & CEO Scott Joslove serves as General Counsel for the Dallas Tourism PID and he will provide this interactive talk.

Speaker: Scott Joslove, President & CEO, Texas Hotel & Lodging Association

4:45pm – 5:00pmCommunications Break

5:00pm – 6:15pm

Meet Our Future - Scholarship Awards and Networking Opportunity for Students, Young Professionals, and all Travel Summit Attendees - Baron's Ballroom
Presentation of the Gene Phillips Scholarship, Clara Wuest-Heidemann and Heidemann-Wuest Scholarship, and the TTIA/Texas Tourism Foundation Scholarship awards.  Get to know these recipients and other college students attending the Travel Summit conference.  Meet and mingle with these students who are about to launch careers in the travel industry.  And, get to know the young professionals who are already in the industry.  It's your opportunity to share your experience and expertise with the future of TTIA and our industry.

Sponsored by Natural Bridge Caverns

5:15pm – 6:00pm
NTA/ABA Meeting - Ranger Room

Open Evening

9:00pm – Midnight

Southern Living Hospitality Suite - Room 1006, 1st Floor

Sponsored by Southern Living Magazine


7:45am – 5:00pm Conference & Exhibitor Registration - Baron's D Foyer
Sponsored by Schlitterbahn Waterparks

7:45am – 8:30am
Networking Continental Breakfast - Baron's D Foyer
Sponsored by Texas Monthly

8:00am – 11:45amExhibitor Setup - Lost Pines Ballroom

8:30am – 9:15amTTIA Annual Business Meeting/Change of Command - Baron's 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.  TTIA will award the Texas Nature Tourism Achievement Awards and the Mark of Distinction Award.

9:15am – 9:45am

Take a Journey through a Whole Other Country - Baron's Ballroom
For our 2013 marketing effort, "Texas. It’s like a whole other country.” will become more than a simple tagline. It will be our welcoming call for anyone and everyone to come experience the natural beauty, cuisine and culture of the Lone Star State. Texas is more than a state and this is more than just another ad campaign. It’s a journey – you’re invited to come along.

Speakers: Tim Fennell, Advertising Manager, Office of the Governor, Economic Development and Tourism Division and Owen Hannay, Chairman/CEO, Slingshot

9:45am – 10:05amCommunications Break

10:05am – 10:45amInnovations Showcase - Baron's Ballroom
Don’t miss these enlightening presentations from industry innovators who will be revealing their trendsetting initiatives that could be game changing ideas for your business strategy.

The Innovation Underground
The Innovation Underground is an entrepreneurial experiment that combines small business development with heritage preservation and cultural and performing arts to spur economic and tourism development in historic downtown Bryan.  Learn about this business incubator project that could be a model for job creation, tourism development and downtown revitalization in your communiy.  
Speaker:  Joan Quintana, Advent GX

Innovations in Water Conservation
Speaker: Dan Decker, President, SeaWorld San Antonio

Leading a Team of Innovators in the ‘Era of Innovation’
Speaker: Michael Priem, CEO,

10:45am – 11:45am

Mike Walsh
and Author

FUTURETAINMENT: Yesterday the World Changed, Now It's Your Turn - Baron's Ballroom
Based on Mike Walsh’s bestselling book, FUTURETAINMENT is a fast paced tour of the latest technologies, global trends, and case studies that will forever change the way destinations and travel industry businesses think about their relationship with customers. In this session, Mike will focus on the products and promotions that will engage the next generation of consumers and highlight global best practices in mobile applications and platforms.  Mike is the leading authority on the intersection of emerging technologies, consumer behavior and fast growth markets. His expertise is in focusing on the next five years – scanning the near horizon for disruptive technologies and consumer innovations on the verge of hitting critical mass – and translating these into usable business strategies so you can begin to influence your future.

Keynote Speaker: Mike Walsh, Founder and CEO of Tomorrow and Author of Futuretainment

Sponsored by Texas Tourism

12:00pm – 2:30pm
Trade Show & Dine-In - Lost Pines Ballroom
Lunch will be served inside the exhibit hall. 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!

Sponsored by Madden Media

2:30pm – 2:45pmCommunications Break

2:45pm – 4:15pm
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.

Opportunities for Travel & Tourism in Rural Texas - Milam Colony Room
What are the impacts of the Eagle Ford Shale drilling on communities?  What branding opportunities are available to you?  What issues are impacting tourism in your community? Share your issues & challenges and find ideas & solutions you may not have thought of before.
Facilitator: Michael West, Office of Rural Affairs at the Texas Department of Agriculture
Subject Experts: Jeff Hahn, Principal, Hahn, Texas; and Linda Sweatt, Director, Odessa Convention and Visitors Bureau
Session Sponsored by Traders Village

The Power of the Partnership: Travel and Economic Development - Robertson-Leftwich Room
In order to be successful, we know that CVBs and other destination marketing organizations (DMOs) must develop strong partnerships within their own community.  Economic Development Corporations (EDCs) can be a valuable partner in this effort; after all, travel brings in outside dollars into our community, much like traditional EDCs.  In this session, participants will first hear about what motivates an EDC as well as what types of projects they are legally allowed to consider. Then, participants will discuss ideas, exchange lessons learned and success stories about how a DMO can elevate its value in the community by improving synergies with EDCs. 
Facilitator: John Osborne, President & CEO, Lubbock Economic Development Alliance & Visit Lubbock
Session Sponsored by Visit Lubbock

Igniting Innovation - Baron's Ballroom
What defines the best twenty-first century travel businesses and organizations? They see the possibilities of their time and the INNOVATE! The best businesses and organizations gain a competitive advantage because they have a culture of innovation. In this session, you'll engage in a fun, free-flow exchange of ideas and concepts sparked by examples of futurist thinking.  Who knows? What you learn here may ignite the creative spark and excitement that you have been looking for.  Dare to be the next travel innovator and take home some real world practices that will help you make some innovative changes, big or small.
  Michael Priem, CEO,
Session Sponsored by City of Granbury

Social Media ROI - Navarro Y Bangs Room
How do you measure the success of your Social Media campaigns? Are you finding it hard to justify the expense and time you spend on Social Media? Come to this session and brainstorm with other Social Media experts to develop usable ROI measurements that can be used right now to answer the question: What am I getting for my money?
Fran Stephenson, Principal, Step In Communication
Subject Experts: Katie Cook, Interactive Marketing Manager, Austin CVB and Kristen Sussman, Lead, Social Distillery
Session Sponsored by Beaumont Convention & Visitors Bureau

4:15pm – 4:30pmCommunications Break

4:30pm – 5:30pmTexas State Agency Briefings - Baron's Ballroom

Speakers: Brad Smyth & Diana Stevie, Office of the Governor, Economic Development & Tourism Division; Margo Richards, Texas Department of Transportation; Terry Colley, Texas Historical Commission; Gary Gibbs, Texas Commission on the Arts; Shelly Plante, Texas Parks & Wildlife Department

Sponsored by AJR Media Group, AAA, AAA Texas Journey Magazine, AAA Home & Away Magazine, AAA Southern Traveler Magazine, AAA Living Magazine, and AAA Journeys Magazine

5:30pm – 6:15pmLet's Summit It Up! Post Presentation Mixer - Baron's Ballroom
Get to know your state travel industry partners.

Sponsored by AJR Media Group, AAA, AAA Texas Journey Magazine, AAA Home & Away Magazine, AAA Southern Traveler Magazine, AAA Living Magazine, and AAA Journeys Magazine

7:15pm – 9:30pm
"An Evening In Historic Downtown  Bastrop"
Enjoy an evening highlighting historic downtown Bastrop that will take you back to "Small Town USA”.  We’ll be serving comfort foods and have a sampling of carnival games, music and more. Some shops will be open! Each attendee will receive two drink tickets.

Sponsored by Meredith Travel Group and Hyatt Regency Lost Pines Resort

Motorcoaches will depart Hyatt Regency Lost Pines Resort at 6:45pm. Motorcoaches will depart Downtown Bastrop at 8:45pm and 9:30pm only to return everyone to the hotel. (TTIA encourages you to take the motorcoaches as parking is very limited in Downtown Bastrop.)

Motorcoach transportation sponsored by connect2texas and partner newspapers: Austin American-Statesman, Dallas Morning News, Houston Chronicle, San Antonio Express-News

9:30pm – Midnight
Southern Living Hospitality Suite - Room 1006, 1st Floor
Sponsored by Southern Living Magazine


7:15am – 8:00am
Foundation Trek Through The Pines 2012 5K Run/Walk Registration - Plantation Lawn                                                                                         
Proceeds benefit Texas Tourism Foundation's College Scholarship Program

8:00am – 9:30am

Foundation Trek Through The Pines 2012 5K Run/Walk - Plantation Lawn
Presented by American Airlines

(Additional fee: $25/person includes a t-shirt; $35/person onsite)

American Airlines presents the 1st 5K Run/Walk for TTIA’s Texas Tourism Foundation.  Donations are welcomed and all proceeds will go to the Texas Tourism Foundation, which supports college scholarships and other educational programs.

Join us for the first ever 5K Run/Walk through the beautiful Lost Pines around the Hyatt Regency Resort.  Not only will you be enjoying the natural wonders of the area, but you will be helping the Texas Tourism Foundation fund educational programs.

Prizes will be awarded to first place runner and first place walker. And, there will be raffle drawings for round-trip tickets on American Airlines, plus much more!!!

8:30am – 10:00am
Breakfast - LBJ Pavilion
Open to all Summit Attendees

9:30am – 10:00amHyatt Regency Lost Pines Resort – Eat, Drink and Travel Healthy - LBJ Pavilion
Food. Thoughtfully Sourced. Carefully Served. program (FTSCS) and the "For Kids By Kids” menu will be the focus of this talk by the Hyatt Lost Pines team.

FTSCS - The pillars of FTSCS are healthy people, a healthy planet and healthy communities. The philosophy includes sourcing and serving meat without supplemental growth hormones or antibiotics, cage-free eggs, sustainable seafood, and fresh local ingredients that reflect the season and local flavors. Hyatt Lost Pines is also reducing the use of ingredients with high amounts of sodium and additives and serving beverages with natural sweeteners such as agave nectar.

"For Kids By Kids” menu was designed in complement to FTSCS to offer younger travelers mealtime choices that are fun, fresh and flavorful, as well as interactive. Developed in association with the Partnership for a Healthier America (PHA), the menu was tasted, tested and approved by kids, including 11-year-old cooking enthusiast Haile Thomas, who promotes healthy eating for youth through her online cooking show, Kids Can Cook. The menu also features a three-course organic menu for children developed exclusively for Hyatt by the renowned food pioneer and chef, Alice Waters. 

Open to all Summit Attendees

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