Michigan Association of Convention & Visitor Bureaus 24th Annual Educational Conference.

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1 Michigan Association of Convention & Visitor Bureaus 24th Annual Educational Conference September 24 26, 2017 Doubletree Hotel 28 th Street Airport Grand Rapids MACVB s Mission The Michigan Association of Convention & Visitor Bureaus is an organization of Convention & Visitor Bureau Chief Executive Officers whose mission is to serve as the advocate for its members through education and communication, while representing their legislative interests.

2 Featured Conference Speakers Jack Johnson, Chief Advocacy Officer and Board Governance Destinations International As Chief Advocacy Officer, Jack Johnson manages the overall public policy operations at Destinations International including member advocacy education and training, development of destination tools and best practices, coalition work with peer organizations, industry research and related public affairs activities. Johnson brings unrivaled experience developing innovative strategies, policy solutions and civic consensus for government, not-for-profits and small businesses. During his previous tenure with Choose Chicago, Johnson oversaw the public policy, research, membership and strategic partnership efforts. He played a leading role in the extensive reforms of the McCormick Place Convention Center and the Chicago Convention & Tourism Bureau, resulting in a new convention center operating model with both a travel industry and a citywide civic perspective. Johnson was integrally involved in the merger of the Chicago Convention & Tourism Bureau and the Chicago Office of Tourism, resulting in maximizing their resources, unifying the message and embedding the organization into the city s economic development strategy. In addition, in his final year at Choose Chicago, Johnson also served as Choose Chicago s Chief Administrative Officer. Keynote Session: Advocacy: Become a champion for travel and tourism in your destination Take advantage of industry examples, research, and other resources to communicate the value of travel and tourism and the importance of your stewardship as a destination organization to local leadership, stakeholders, and community members. The latest Destinations International programming initiatives will be provided during Jack's session.

3 General Session: Collaboration to Expand Economic Development in Your Community Panel Jack Johnson, Destinations International (see bio listed above) Linda Hoath, Executive Director, Sault Ste. Marie CVB Linda Hoath, the Executive Director of the Sault Ste. Marie Convention and Visitors Bureau since 2002, is not just a leader; she is also a teammate. She has worked with public and private stakeholders on many issues, including those at the State level, and is a board member - and former president - of the Michigan Association of Convention and Visitors Bureaus. Linda was appointed by Governor Snyder to the International Bridge Authority Board, where she serves her community through determination and teamwork, and is also currently serving on the Sault Area Economic Resource Alliance, an organization focused on developing the economy of Michigan s oldest community. Linda has a long history of collaborative efforts within her community, the Eastern Upper Peninsula, and the State of Michigan. Annette Rummel, President & CEO, Great Lakes Bay Regional CVB Annette Rummel became President/CEO of the Great Lakes Bay Regional CVB and the Bureaus of Bay County, Midland County and Saginaw County on September 1, She was named President/CEO of the Saginaw County CVB on October 7, Prior to this, Annette served as the President/CEO of the Frankenmuth Chamber of Commerce and Convention & Visitors Bureau since August of 1986 and has served the Michigan travel and tourism industry for more than 35 years. Annette is a graduate of Delta College, Saginaw, Michigan; Northwood University, Midland, Michigan; received her Master of Science from Rochester Institute of Technology, Rochester, New York and her Ph.D. from Michigan State University from the School of Agriculture and Natural Resource in the area of Park, Recreation and Tourism Resource Studies. Annette Rummel currently serves on the Destination International Foundation Board of Trustees.

4 Legislative Panel Please note the legislative panelists were not confirmed as of the release date of the initial registration materials. They will be announced via and on our Facebook page to the MACVB membership. General Session: Michelle Grinnell, Travel Michigan Michelle Grinnell is the Public, Media & Industry Relations Director for Travel Michigan at the Michigan Economic Development Corporation where she manages communications efforts for state tourism office and award-winning Pure Michigan campaign. In that role, she serves as a regular co-host of the Travel Michigan radio show, coordinates outreach efforts with key partners and stakeholders the travel and business development industries, and works across state departments on a wide variety of special projects and initiatives. Prior to joining MEDC, Michelle served as Press Secretary to U.S. Congressman Bart Stupak and in the communications office of Governor Jennifer M. Granholm. Michelle is a graduate of the University of Michigan and earned her master s degree in Media and Public Affairs from George Washington University. Pure Michigan Continuing the Momentum as an Industry Leader Continued growth of the Pure Michigan campaign and partnerships, additional award-recognition for the Michigan.org website and collaboration with Destinations International set the stage for Travel Michigan as we prepare for the new year. What new opportunities lie ahead for DMOs and how do DMOs participate in these plans? Michelle will walk us through strategies and expected timelines that are in the making for 2018.

5 Tuesday, General Session: Howard Tietjen, Senior Vice President of Research & Strategy, Madden Media Howard manages the sales and marketing teams within Madden Media to develop and deliver industry leading marketing campaigns. With more than 16 years experience in the travel and tourism industry, Howard has become a proven leader and educational speaker, serving on the Board of Directors for CalTravel and the Texas Travel Industry Association. The Science Behind the Art of Storytelling Madden Media recently partnered with the Eric Friedham Tourism Institute at the University of Florida to conduct 4 national surveys of hundreds of thousands travel consumers and measured their response to content marketing. In this session, you will learn how the art of storytelling impacts people emotionally and inspires narrative transportation that drives intent to travel. Tuesday Breakout Sessions Dave Serino, Trends in Digital Marketing: The Impact Data the Year of Retargeting? Session Description: Techniques to leverage data, create paid promotions and generate useful content are trends that continue to evolve in the destination marketing industry. In this session, you will learn how implement the newest systems and tactics to take advantage of each of those opportunities and more. We will feature case studies and best practice examples on how destination marketing organizations all over the country have implemented strategies to increase market share. Brian Matson, The Coulda, Woulda, & Shouldas of Destination Marketing Session Description: Every DMO is leaving opportunities on the table when it comes to what they re doing with their digital campaign initiatives. This session will explore some of these missed opportunities and empower DMOs to start executing well-thought-out, fully integrated campaigns that leave no opportunities on the table. Each attendee will leave the session with a better understanding of what integrated marketing can do for their destination s marketing efforts and discover new ways to give their upcoming campaigns an extra boost of sophistication and success.

6 Breakout Session Presenter Bios Brian Matson, TwoSix Digital Brian V. Matson has been a part of the travel and tourism industry since He s a well-recognized speaker at state, regional and national conferences and is known for his entertaining presentation style that makes his talking points stick with attendees. He s a great asset to the development a destination's marketing efforts due to his vast experience working directly with destinations, hotels, attractions, restaurants, and resorts - along with his vast knowledge of digital marketing. You can find him on Twitter Dave Serino, TwoSix Digital Dave Serino is the founder of TwoSix Digital and a 27-year veteran of the travel, tourism and hospitality industry. He has held marketing positions in hotels, resorts and convention and visitor s bureaus, along with launching two start-up ventures and national social media educational conference. To-date, Serino has presented educational sessions at more than 175 travel industry conferences and he is one of the tourism industry s leaders in the area of education and thought leadership. He is a featured presenter in the Certified Destination Management Executive Program (CDME), which is conducted by the Destination Marketing Association International (DMAI). Dave also serves on the board of the West Michigan Tourist Association and is a member of the Promotions, Marketing and Communications Committee for the Michigan Tourism Strategic Plan. Be sure to follow Dave on

7 MACVB 2017 Educational Conference Schedule Rev. 8/15/17 lkd (A revised schedule for Monday/Tuesday will be available upon check-in at the conference hotel) Day 1: Sunday, September 24, :00 p.m. 4:00 p.m. MACVB Membership Meeting Closed session for members only Wolverine AB 4:00 4:30 p.m. Refresh for reception and dinner 4:30 p.m. Depart for Frederik Meijer Gardens (bring name badges & 2 drink tickets) 5:00 p.m. - 7:30 p.m. Arrive at the Gardens/visit ArtPrize exhibit in the Gallery (exhibit closes at 6 p.m.) Enjoy the Garden Room (lower level) with appetizers/bar open/tram rides, sponsored by MLive Media Group 7:30 p.m. Dinner in the Garden Room, sponsored by MLive Media Group 9:00 p.m. Motor coach departs for the hotel, enjoy the hotel lounge open until 11:00 p.m. Day 2: Monday, September 25, :30 a.m. 8:30 a.m. Vendor and Silent Auction set-up Salon Ballroom ABCD 7:30 a.m. - 8:30 a.m. Full Breakfast Buffet Wolverine AB 9:00 a.m. - 10:30 a.m. General Session Advocacy Jack Johnson, Destinations International, Salon Ballroom 10:30 a.m. 10:45 a.m. Break, sponsored by Discover Kalamazoo, Salon Ballroom 10:45 a.m. noon Legislative Panel, panelists TBA, Salon Ballroom Noon 1:15 p.m. Lunch Wolverine AB 1:15 p.m. 2:30 p.m. General Session, Collaboration Panel: Jack Johnson, Annette Rummel, Linda Hoath - Salon Ballroom 2:30 p.m. 3:00 p.m. Informal Break please visit our sponsors and place final Silent Auction bids, Salon Ballroom 3:00 p.m. Silent Auction closes 3:00 p.m. 4:00 p.m. General Session, Michelle Grinnell, Travel Michigan, Salon Ballroom 4:00 p.m. Silent Auction winners are announced/payments and pick-up items, visit vendors and refresh for evening 4:45 p.m. 5:00 p.m. Load Motor coach and depart from hotel lobby, transportation courtesy of Dean Trailways 5:30 p.m. - the GRAM Auditorium first floor Dinner sponsored by Experience Grand Rapids served until 7:30 p.m. Enjoy the GRAM indoor exhibits until 8 p.m. 7:00 p.m., 7:15 p.m. 7:30 p.m. ArtPrize Walking Tours begin at the main entrance of the GRAM by Experience GR staff 8:30 p.m. Dean Trailways - first departure, 9:30 p.m. motor coach departs second and final time for hotel. (Please note: Anyone who doesn t make the coach will need to grab a taxi or an Uber.) 9:00 p.m. - Most ArtPrize venues close head back to the GRAM for the 9:30 p.m. motor coach 9:30 p.m. Final motor coach leaves for Doubletree Hotel. Hotel lounge open until 11 p.m. Day 3: Tuesday, September 26, :45 a.m. 8:45 a.m. Vendor Displays Salon Ballroom 7:45 a.m. 8:55 a.m. Continental Breakfast Salon D 9:00 a.m. 10:00 a.m. General Session: Howard Tietjen, Madden Media Salon Ballroom 10:00 a.m. 10:30 a.m. Break/final hotel check-out Salon Ballroom 10:30 a.m. 11:30 a.m. Breakouts with TwoSix Digital: Dave Serino and Brian Matson, Salon AB and Kentwood AB (Note breakouts do not repeat) 11:30 a.m. Break, Vendor Tear Down. Final Silent Auction items to be picked up. Please pay a final visit to our sponsors and thank them for their sponsorship. Salon Ballroom 11:45 a.m. Lunch - in the Hotel Restaurant (restaurant vouchers for vendors/tuesday speakers) 11:45 a.m. 2:00 p.m. Lunch and Shirtsleeves Session, Closed session for MACVB members only. Includes a working lunch buffet Kentwood AB Note: CVBs must RSVP in advance for the luncheon 2:00 p.m. Departure. Travel Safely! Silent Auction Place your bids on a variety of gifts and packages at the 19th Annual MACVB Silent Auction. All monies raised will benefit the MACVB PAC. Personal checks and personal credit cards only will be accepted at this year s auction. Checks should be made payable to MACVB PAC. Minimum bids must be met or the item will be returned to the donor. All winning bids are final.

8 2017 MACVB Educational Conference Registration Fees $220 MACVB Member before September 1 $160 MACVB member bureau attendee if postmarked before September 1 $160 MACVB member one day only (indicate Monday or Tuesday) $250 Non-MACVB member bureau $160 Spouse ** Add $30 to ALL FEES postmarked after Friday, September 1, 2017 Name Add l Staff Name Spouse/Guest Name CVB Address City/Zip Cell Phone #: ( ) Phone: ( ) Add l Staff I have a special need or dietary concern. Yes No Please note (to be completed for EACH registrant from your CVB): Plan to attend Sunday membership meeting Plan to attend Sunday evening dinner Plan to attend Tuesday shirtsleeves/lunch Yes No Yes No Yes No Make checks payable to: MACVB Mail form with payment postmarked by 9/1/17 to: MACVB, PO Box 304, Stanwood, MI Recommended conference attire: BUSINESS CASUAL

9 Conference payment accepted online via: MACVB Square Market: Note: You must mail or your registration form prior to 9/1/17 even if you pay online or you will be charged the late registration fee The discounted hotel room block rate is $134 per night: Doubletree Hotel 28 th Street Airport Grand Rapids front desk/reservation line Online hotel reservation: Your Doubletree reservation web page address is: /index.jhtml?WT.mc_id=POG Group Name: Group Code: MICHIGAN ASSOCIATION OF CONVENTION & VISTOR BUREAU MCV

10 MACVB Salutes Our Valued Conference Sponsors Premiere Sponsor: Conference Host Sponsor: Gold Sponsors: AAA Living Dean Trailways Gaslight Media Hunting Works for Michigan Midwest Living Magazine Spectrum Business TwoSix Digital Silver Sponsors: Crossings Magazine Group Tour Magazine Harbor House Publishers, Inc. Indian Trails Long Weekends/Ohio Magazine Madden Media Management Reporting Services Michigan Meetings & Events Magazine RJ Michaels Travel Ad Service Break Sponsor: Discover Kalamazoo ******************* Thank You 2017 Educational Conference Planning Committee: Julie Pingston, CMP, Greater Lansing CVB, Conference Chair Andie Newcomer, CMP, Conference Site Co-Chair Larissa Karimwabo, Conference Site Co-Chair Jamie Furbush, Frankenmuth CVB DeAndra McCain, Flint-Genesee Area CVB Kristy Poore, CMP, Ann Arbor Area CVB Joy VanDrie, Cadillac CVB Amanda Wilkin, Charlevoix CVB Debra Yee, Coldwater Country CVB Larisa Draves, CMP, Conference Planner

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