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Texas Travel Summit 2016 - Schedule


2016 Texas Travel Summit Schedule - Subject to Change
(as of 9/1/2016)

*All events held at the George R. Brown Convention Center unless otherwise stated.

1:00pm – 5:00pm 

Conference Registration - Grand Ballroom Prefunction
Sponsored by Media Group / IntelliQuest

1:00pm – 5:00pm Vendor Set-Up - Grand Ballroom AB
2:00pm – 5:30pm    

Pre-Summit Session: Leveraging Communications to Impact Public Policy - Room 320C
Requires Separate Registration - Register Here

Lawmakers and leaders at all levels make decisions on a regular basis that have the potential to impact you, your community, your organization and your industry. An effective advocacy plan can help you influence their decisions and achieve your policy goals. An effective advocacy plan requires an effective story. In this workshop, Jenifer Sarver will help you develop and hone your story, and build the communication skills necessary to identify the right audience, the right message and the right communications vehicles to deliver it. In order for this training to be practical and relevant to issues the industry is currently facing, we will specifically focus on two policy issues: maintenance of the school start date law, and the preservation of full funding for Texas Tourism. We will also discuss the importance of building and sustaining relationships with key policymakers and how you can become an asset to them by becoming a trusted resource and telling the story of the impact of travel and tourism on local economies, communities and citizens. The session will include hands-on, practical training giving participants an opportunity to role-play on camera and hone their skills in a collaborative, fun environment. 

Speaker:  Jenifer Sarver, Principal, Sarver Strategies

(Open to all attendees. Space is limited, additional $99/person fee required. Register Here.)

2:00pm – 5:00pm  TxDOT Administration Meeting - Room 310A

*All events held at the George R. Brown Convention Center unless otherwise stated.

8:00am – 5:30pm
Conference Registration - Grand Ballroom Prefunction
Sponsored by Media Group / IntelliQuest

8:00am – 11:00am Vendor Table Set-Up - Grand Ballroom AB

11:45am - 1:15pm TACVB Board Meeting - Room 310A

1:30pm – 1:50pm  Welcome/Opening - Grand Ballroom AB
1:50pm – 2:35pm

Dr. Ray Perryman
The Perryman Group

Keynote: The Economic Forecast for Texas and What it Means for the Travel and Tourism Industry - Grand Ballroom AB

How is the economy impacting Texas, the travel and tourism industry, and your bottom line?  What does our economic future look like?  What important policy decisions, trends and factors in Texas, the U.S. and throughout the world will be influencing your visitors’ travel decisions today and tomorrow?  And, most importantly, what do Texas travel industry decision makers need to know about our economy to make important business decisions today and tomorrow?  Texas’ foremost economist, Dr. Ray Perryman will provide his expert assessment of today’s economy, offer his economic outlook for the future, and explain what it all means for those of us in the Texas travel and tourism industry.

Keynote Speaker: Dr. Ray Perryman, The Perryman Group
Sponsored by SeaWorld/Aquatica San Antonio

2:35pm – 3:35pm Texas Legislative Issues “CONFRONTATION” - Grand Ballroom AB

You’ve seen “Crossfire” on CNN, “Outnumbered” on Fox and “Point-Counterpoint” on CBS. Now is your chance to join Dan Decker as he hosts TTIA’s “CONFRONTATION” live for a rapid-fire edutainment hour confronting the topics that are sure to be hot buttons during the 2017 Texas Legislative session. Decker will moderate a series of panels for spirited discussions that will provide insight to all sides of the issues from passionate outspoken member experts, and you the audience will be able to join in with hard-hitting questions on topics like: Public Facilities Privacy and Security (”the bathroom issue”), shared economies (short-term rentals), attractions ride safety legislation, and the Fair Labor Standards Act (FLSA) overtime exemption. This session will be informative and entertaining, leaving you energized with thought-provoking conversation starters to network the rest of the night away. It’s a way to have a little fun with some very serious topics.

Moderator: Dan Decker, COO, Texas Travel Industry Association

Panelists: Jim Brothers, Director of Marketing, Six Flags Over Texas; Nanci Liles, Executive Director, Abilene CVB; Davis Phillips, President and GM, Phillips Entertainment, Inc.; Matthew Curtis, Senior Director, Global Government Affairs and Public Policy, HomeAway; Kendra Kinnison, General Manager, Port Royal Ocean Resort & Conference Center; Steve Atkins, President, The Atkins Group; Homero Lucero, Sr VP of Government Relations and Communications, TTIA; Ron Hinkle, TTIA Lobbyist; Terri Adams, COO, Schlitterbahn Waterpark Resorts

3:35pm – 3:50pm
Networking Break

3:50pm – 4:50pm 

Audience Connection and Conversion in Today’s World - Grand Ballroom AB
A panel discussion that will bring to light the new spectrum of “methods” that are critical to reach the right audience at the right time AND provide metrics on their level of interest, engagement and conversion to action. The panelists will demonstrate how Advanced TV is hand-held, how targeted groups can be identified and geo-fenced by mobile, as well as the result when print and digital collide. A key element of these discussions will summarize what Customer Relationship Management (CRM) means today and tomorrow. The session begins with Summit attendees participating in “live polling” to determine order priority of our audience discussions: Device ID Targeting, TV Everywhere, Print vs. Digital, Facebook vs. Other Social, CRM Now.

Moderator: Steve Atkins, President, The Atkins Group
  Carlos Casas – De La Garza, Sr. Account Executive, Q1Media; Esther Chung, Director of Digital Strategy, The Atkins Group; Ben Van Horn, Digital Sales Manager, Spectrum Reach; Beth West, Meredith Corporation (Click here for information on this year's panelists and speakers)

5:00pm – 5:45pm

Kick-Off Summit Meet and Greet, Recognizing First Timers - Balcony A, Level 2
Attending a large conference for the first time can be a little intimidating. You'll quickly find the Texas tourism industry as a welcoming group. Come mix and mingle and meet others new and old to TTIA.
Sponsored by Visit Houston, Houston First and Lower Colorado River Authority

(Open to ALL attendees)

6:00pm – 8:15pm On Your Own Dinner


Opening Night Event - House of Blues
Join Visit Houston and AJR Media Group for an opening night celebration at the famous House of Blues featuring two live bands, signature cocktails and tasty dishes to welcome you to town. From the facelift of the George R. Brown Convention Center to the redesigned Avenida de las Americas and glittering hotel developments, including the Marriott Marquis Hotel, there is a whole new Houston to discover. 

We're also pleased to celebrate AJR Media Group's 25th anniversary with you, along with the 20th anniversary of the launch of Founded in Houston in 1991, AJR has been a great supporter of Houston and a significant contributor to TTIA and our industry since their inception. AJR would like to thank their clients from all over Texas for their support through the years.

(Summit Name Badges Required to Attend)

Sponsored by Visit HoustonHouston First and AJR Media Group

10:00pm – Midnight Hospitality Suite - Hilton Americas-Houston
Sponsored by Texas Monthly


*All events held at the George R. Brown Convention Center unless otherwise stated.

7:15am – 5:00pm                              Conference Registration - Grand Ballroom Prefunction
Sponsored by Media Group / IntelliQuest

7:30am – 8:15am  
Networking Continental Breakfast and International Roundtables - Grand Ballroom AB
Continental Breakfast sponsored by Corpus Christi Convention & Visitors Bureau

Roundtable Topics:

“Inspiring Canadians to Vacation in Texas – Swapping Snow Boots for Cowboy Boots”
Join us for a Market Overview and hear about the Texas Tourism Strategy for FY 2017.
Facilitator:  Rosalyn Hunter, Texas Tourism – Canada Market/VoX International

“Reaching the Mexican Traveler Successfully – Why They Love Texas!”
Join us for a Market Overview and hear about the Texas Tourism Strategy for FY 2017.
Facilitators:  Jorge Sales and Ana Carla Ponce de Leon, Texas Tourism – Mexico Market/Sales Internacional SA de CV

"Catering to the Chinese Traveler"
We all know China is hot right now but does your business have what it takes to win over this unique traveler?  Learn real-world practices that can help your business truly capitalize on the lucrative Chinese traveler.
Facilitator:  Jorge Franz, Senior Vice President of Tourism, Visit Houston

“What TaxFree Shopping Means to Our State!”
How can you take advantage of the Tax Free Shopping trend? Learn from the experts in the field the economic benefits of offering international visitors an opportunity to shop tax free in your destination
Facilitator:  Ben Petty, Managing Partner, TaxFree Shopping, Inc.

8:30am – 9:15am     TTIA Annual Business Meeting - Grand Ballroom AB
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. The meeting will also include a briefing on upcoming initiatives.

9:15am – 10:00am

Clayton Reid
President & CEO

Keynote: Conventional Wisdom in Travel Marketing - Avoid the Plague of Blind Belief - Grand Ballroom AB
In the travel industry, we are all sometimes guilty of following age-old conventions that lead us to miss market opportunities. In his keynote presentation, MMGY CEO Clayton Reid will discuss key insights about travelers, travel trends and marketing technology that might require thinking about your Brand differently.

Keynote Speaker:  Clayton Reid, President and CEO, MMGY
Sponsored by HomeAway

10:00am – 10:30am  Networking Break
10:30am – 11:30am 

Market Trends Panel Discussion - Grand Ballroom AB
Experts from ADARA, TripAdvisor, Visit Houston, and Hyatt Regency Resorts join Clayton Reid in a lively discussion that delves deeper into the key findings of Mr. Reid’s keynote. This engaging, in-depth exchange will provide information and perspectives on trends in travel demand, traveler preferences, the growth of the sharing economy and more.  Plus, you will have the opportunity to engage with these experts to explore how your brand can best leverage these latest insights, trends and technologies to influence and shape traveler behavior.

Moderator:  Clayton Reid, President and CEO, MMGY

Panelists:  Scott Garner, President, Data & Analytics, ADARA; Mike Bennett, VP Display Sales - Americas, TripAdvisor; Mike Waterman, President, Visit Houston; Michael Jokovich, Area Vice President and General Manager, Hyatt Regency Lost Pines Resort (Click here for information on this year's panelists and speakers)

11:45pm – 1:00pm   

Networking Luncheon - Grand Ballroom C
Presented by Arlington Convention & Visitors Bureau

Scholarship awards to be presented during luncheon.
Sponsored by Natural Bridge Caverns Inc.

1:15pm – 2:15pm  

Doug Lansky
Author, Travel Columnist, Speaker

Keynote: The Next Big Ideas in Travel - Grand Ballroom AB
The things that worked to get tourism in Texas where we are today won’t likely get us to where we want to be in the next 10 to 20 years. We need fresh ideas and innovative thinking to stay a step ahead. And we need some smart strategy to make sure we're headed in right direction.  Travel expert, journalist and author, Doug Lansky, will deliver on this and more. He will open our minds to the road ahead.  Doug has spoken at some of the biggest tourism conferences around the world and advised many of the world's leading destinations, from Australia to Aruba.  It's a keynote you don't want to miss!

Keynote Speaker:  Doug Lansky, Author, Travel Columnist, and Speaker
Sponsored by The Woodlands Convention & Visitors Bureau

2:15pm – 3:15pm

Moving the Texas Tourism Brand Forward  - Grand Ballroom AB
In this session, Texas Tourism will give you a behind-the-scenes look at how the state tourism program is evolving and capitalizing on new trends and technologies to enhance the marketing of Texas in a more complex media landscape to bring more visitors to the Lone Star State.
Speakers: Brad Smyth, Tourism Director, Office of the Governor, Economic Development and Tourism; Tim Fennell, Tourism Deputy Director, Office of the Governor, Economic Development and Tourism; Nate Gieryn, Tourism Research Manager, Office of the Governor, Economic Development and Tourism; and Charlotte Carter, VP, Media & Communication Planning, Slingshot
Sponsored by AAA Texas Journey and AAA Living/AJR Media Group

3:15pm – 4:00pm Afternoon Break - Grand Ballroom AB
Sponsored by TripAdvisor

4:00pm – 4:45pm

Workforce Development Panel Discussion - Grand Ballroom AB
Wanna be a rock star leader? Looking for that next hidden talent? Well then look no further than TTIA’s own legendary rock star recruiter Frank Morogiello. Frank has more than 30 years of experience finding, developing and leading travel industry rock star’s to their next gig. He and his band of well-known industry leadership artists will give a one-hour performance; sharing their life experiences during their rise to the top of the charts and how they have learned to find and fine tune other developing leadership stars along the way. This session is sure to be music to your ears and a show you won’t want to miss.

Moderator: Frank Morogiello, Principal, Pearson Partners International

Panelists:  Melissa Radovich, VP of Marketing, Landry’s, Inc.; Kelly de Schaun, Executive Director, Galveston Island CVB

6:15pm – 7:00pm Cocktail Reception - Grand Ballroom Prefunction
Sponsored by ADARA

7:00pm – 9:00pm  TTIA Awards Gala - Grand Ballroom C
Presented by Madden Media

9:30pm – Midnight Hospitality Suite - Hilton Americas-Houston
Sponsored by Texas Monthly

*All events held at the George R. Brown Convention Center unless otherwise stated.

7:45am – 8:30am 

Networking Continental Breakfast and Roundtables - Grand Ballroom AB 
Sponsored by United Airlines                  

Roundtable Topics:
“International Research”
Please join us to discuss international research findings, trends, sources, and how
research can be a valuable tool to help guide and support marketing activities.
Facilitator: Nate Gieryn, Tourism Research Manager, Office of the Governor,
Economic Development & Tourism

“Where are Shared Economy Accommodations Headed?"
Join Ernie Loeffler from the Fredericksburg CVB and Matthew Curtis of HomeAway for a
discussion on the recent boom of shared economy accommodations and where they are
headed.What makes this type of accommodation so popular and what effects can you
expect it to have on your community. 
Facilitators: Ernie Loeffler, President/CEOr, Fredericksburg CVB and Matthew Curtis, 
Senior Director, Global Government Affairs and Public Policy, HomeAway

A Look into the Crystal Ball of the 2017 Texas Legislative Session"
No bill has been written yet there is enormous speculation about proposed legislation both 
large and small. Ask our TTIA Legislative experts Homero Lucero and Ron Hinkle
anything about the upcoming legislative session and TTIA’s legislative agenda, and they will
likely have some insight on what may happen and how we can best prepare our industry
to answer. 
Facilitator: Homero Lucero, Sr VP of Government Relations and Communications, 
Texas Travel Industry Association and Ron Hinkle,
Lobbyist, Texas Travel Industry Association 

8:45am – 9:15am

Industry Innovations - Grand Ballroom AB

Speakers:  Bill Lavers, Executive Director, Development Corporation of Snyder, Inc.
and and Danny Schallenberg, Tiny House Builder and Developer in Spur, Texas

9:15am - 11:15am 

The Destination Development Lab - Grand Ballroom AB
Many destinations offer the same product year after year and hope marketing along
can generate improved results.  Destination development is one of the most important
aspects of creating a unique selling proposition and staying relevant, but many are
reluctant to take this path because it's unfamiliar territory. TTIA’s newest hand-on program, 
The Destination Development Lab, will break down the process and show how to
create new brand-aligned attractions, how to use these new products to increase visitor
spending, and how to bring the rest of the stakeholders into the fold. Doug Lansky, 
world renowned travel writer and leading destination advisor, will run The Lab and help
you build your brand platform and launch new and exciting ideas,products and services 
that are sure to 
deliver results. Your competitors will be there, WILL YOU?

Facilitator:  Doug Lansky, Travel Writer and Speaker

11:15am Adjourn

11:15am – 12:00pm   Vendor Table Teardown - Grand Ballroom AB