2017 Agenda

Due to Hurricane Irma, the conference is rescheduled for Monday, October 30 - Thursday, November 2, 2017 on Jekyll Island.

The conference will now begin at 1pm on Tuesday and conclude by noon on Thursday at the end of the Governor's Brunch & Awards Ceremony.

Here's an overview of the new schedule:

Monday, October 30th - early exhibitor move in, early registration check in, GACVB BBQ & Cornhole tournament (extra ticket required)

Tuesday, October 31st - regular exhibitor move in, pre-conference meetings, conference begins at 1pm

Wednesday, November 1st - conference continues all day

Thursday, November 2nd - conference concludes at noon

All sessions take place at the Jekyll Island Convention Center
75 N. Beachview Drive
Jekyll Island, GA  31527

Monday and Wednesday night events are off site.  Tuesday night's event is at the Jekyll Island Convention Center.

Sponsors and exhibitors have the option of setting up on Monday from 1-5pm or Tuesday from 8:30am - 12:30pm.  Sponsors and exhibitors cannot break down until 9:00am on Wednesday.

Attire is business casual during the day and coastal casual in the evening.

Come early and enjoy some time in the Golden Isles and on Jekyll Island.  Check out all of the island's activities and consider scheduling a tour before or after the conference.  Early arrivals can join in the fun Monday night at the GACVB Scholarship Fund BBQ & Cornhole Tournament.  

Golf or tennis anyone?  Reserve a tee time or make a tennis reservation.  

Monday
Tuesday
Wednesday
Thursday



Monday, October 30, 2017

Time Session
All day

Early arrivals

1:00pm - 5:00pm

Registration Open - Marshside Registration

1:00pm - 5:00pm

Early Sponsor/Exhibitor Setup - Atlantic Ballroom CDEF

5:00pm

GACVB Scholarship Benefit BBQ & Cornhole Tournament - Great Dunes Park Pavilion
Sponsored by the Atlanta Journal Constitution

Bring a lawn chair, wear your flip flops and come join GACVB for a super casual BBQ dinner at the Great Dunes Park Pavilion.  $50 dinner ticket includes catered BBQ buffet with pulled pork, chicken, all the sides, banana pudding, tea, lemonade, beer and wine.

Want to enter the tournament? $25 per person registration fee to enter - two person teams required to play. If you don't have a partner we can pair you with someone.  Tournament limited to 32 teams.  First place team wins $100 prize.  2nd place team wins a $50 prize.

Tournament begins at 5pm.  Dinner buffet opens at 6pm.  This event is not included in full conference registration.  Add your $50 ticket when you register for the conference.  


Tuesday, October 31, 2017

Time Session
8:30am - 5:30pm Registration Open - Marshside Registration
8:30am - 12:30pm Sponsor/Exhibitor Setup - Atlantic Ballroom CDEF
9:00am - 10:00am GACVB Board of Directors Meeting - Oceanside 3
9:30am - 11:30am RTA Leadership Meeting - Atlantic Ballroom H
10:00am - 11:00am Georgia Tourism Foundation Board of Directors Meeting - Oceanside 1
11:30am - 12:00pm First Time Attendees Meet & Greet - Oceanside 3
1:00pm - 2:15pm Conference Begins - Opening General Session:  Crisis Communications in the Digital World
Atlantic Ballroom AB
Speaker:  Debbie Evans, Debbie Evans Marketing Communications
Failure to plan in planning to fail.  Is a Crisis Communications Plan really necessary?  How do we prepare for a crisis?  Are there signs a crisis may be imminent?  What do we do when a crisis occurs?  This session will impart the importance of preparing for a crisis in advance, highlight how to pinpoint potential crisis issues, walk through how to prepare a crisis plan and how to react when one occurs.  Attendees will walk away with an outline of how to prepare their own plan, sample media statements and the knowledge to manage their message.
2:15pm - 2:30pm Stretch Break - Atlantic Ballroom AB
2:30pm - 3:30pm General Session:  Georgia Tourism Emergency Preparedness 
Atlantic Ballroom AB
Speakers:  TBD
As Hurricane Irma bore down upon us and our neighbors, the hospitality shown by Georgia’s tourism community supporting travelers, evacuees and residents was amazing.  Before Irma’s arrival and in anticipation of the need for accommodations, Georgia Tourism developed a website, Irma.georgia.org, and called upon our DMO partners across the state to help populate hotel availability information into the online spreadsheet. We are extremely appreciative to our partners for participating and helping us provide as much information in real time as possible.
While we were pleased with the results, we believe that the recent spate of hurricanes and tornadoes statewide magnifies the need for our industry to develop a collaborative statewide plan. With that in mind, we’ve added this session which will explore our industry’s role within the state’s emergency response infrastructure, and determine how we can best mobilize tourism partners and improve our capability, capacity and communication during emergency situations.
3:30pm - 4:00pm Refreshment Break - Atlantic Ballroom CDEF
4:00pm - 5:15pm Afternoon Breakout Series
  Advocacy Track:  Accommodations Tax 101
Atlantic Ballroom H
Speaker:  Eric Lopez, Georgia Dept. of Community Affairs
This session by the Department of Community Affairs provides CVBs, hoteliers, and local governments what they need to know about reporting, audit disclosure, and general compliance requirements, as well as clarification of the allowable uses of the tax.
 

Leadership Track: Foundations of Leadership Part 1 (Tier 1 - Supervising Excellence)
Oceanside 1 & 2
Speaker:  Ed Helton, Leadership Institute at Columbus State University
Introduction to the key areas of leadership development and establishes a baseline for leadership growth and enhancement.  Participants will gain an appreciation of core leadership principles, learn about different leadership styles, and have a foundation for leadership development and professional growth.

*You must attend both parts 1 & 2 of this session to earn LEC credit.*

 

Marketing & PR Track:  Don't Be Tempted by PIE:  Components of a Sound PR Plan
Marshside 9 & 10
Speaker:  Cory Cart, HUB
If you are not following the four-step RPIE process to plan your PR campaigns, you are likely wasting money, team effort, promoting the wrong message, and not reaching the audiences that matter most.  With so much to accomplish, PR communicators are quick to jump into PR campaigns without proper research and planning.  Using case studies from personal experiences on small and large campaigns, Cory outlines the complete process in an easy to understand format and illustrates how the process can be used on any size campaign.  In this session you will discover:
 - How the RPIE process works and when to use it
 - Which phases of the PR campaign planning process are the most important
 - Why it's essential to use RPIE, especially when on a budget
 - How to report accurate campaign results and tips for using those results to influence future campaigns

 

Partnership & Collaboration Track:  Putting the Fun in Funding - A Strategic Funding Plan
Marshside 7 & 8
Speaker:  Nichole Farley, Civitas Advisors
Funding can be fun! Or just a lot less stressful. In this session, we will discuss the importance of a strategic funding plan, guide you through the process of developing a strategic funding plan that will provide your organization with a road map to achieving financial stability. From laying the foundation to exploring various funding options with real world examples, this step-by-step guide is here to fund your future. We will showcase unique ways of generating additional public and private funding for destination marketing while working with public funding partners to reduce reliance on public dollars.

 

Technology Track:  Your Website $&#*@, Let’s Make it Awesome!
Ben Porter Salon
Speaker:  Scarlett Rosier, Rhyme & Reason Design
Uh oh, how bad is it? Don’t worry we won’t share anymore than Google has. Harsh? Yes. True? Unfortunately, also true. But don’t let the Internet of all the things get you down, there are ways (easy ways, in fact) to turn your website around. Want to know what they are? Join this breakout session and give your website the chance it deserves to be awesome!

6:30pm - 9:30pm

Creatures & Cocktails Evening Dinner Event 
Jekyll Island Convention Center Oceanfront Terrace, Ben Porter Salon, Oceanside 4 & 5

Sponsored by Atlanta Magazine Custom Media
Grab a cocktail and get up close and personal with native Jekyll Island wildlife. From 6:30-7:30pm, staff from the Georgia Sea Turtle Center will have their resident terrapins, snakes, and even a baby gator at the party so you can learn more about these incredible coastal creatures and maybe even get a selfie. Afterwards, we’ll enjoy an island-inspired meal on the oceanfront terrace while live music plays.  Each attendee will be provided two drink tickets for the beer & wine cash bar.


Wednesday, November 1, 2017

Time Session
9:00am - 10:00am

General Session: Coordinates for Discovery - Mapping Out the Future
Atlantic Ballroom AB
Speakers:  Kevin Langston, Lee Thomas, Lisa Love, GDEcD Tourism Division
Georgia’s economic outlook is bright as GDP, jobs and business relocation and expansion projects multiply. As a key industry sector, tourism in Georgia continues to experience record-breaking growth on the strength of its product, people and partnerships. The Georgia Tourism staff will present its annual recap, spotlight the Year of Film and look ahead at trends that are set to potentially become dominant themes in travel and tourism marketing of the near future.

10:00am - 10:30am Refreshment Break - Atlantic Ballroom CDEF
10:30am - 11:45am Morning Breakout Series
 

Advocacy Track:  Accommodations Tax 201
Atlantic Ballroom H
Speaker:  Eric Lopez, Georgia Department of Community Affairs
This session will give attendees the opportunity to dig deeper into specific examples of proper and improper uses of the tax and what avenues exist for reporting misuse.  You can even send the speaker a question or case study prior to the conference by emailing info@gacvb.com.  

 

Leadership Track: Foundations of Leadership Part 2 (Tier 1 - Supervising Excellence)
Oceanside 1 & 2
Speaker:  Ed Helton, Leadership Institute at Columbus State University
Introduction to the key areas of leadership development and establishes a baseline for leadership growth and enhancement.  Participants will gain an appreciation of core leadership principles, learn about different leadership styles, and have a foundation for leadership development and professional growth.
*You must attend both parts 1 & 2 of this session to earn LEC credit.*

 

Marketing & PR Track:  Blue Sky Agency Presents Design & Conquer - How to Make Impactful Ads
Marshside 9 & 10
Speaker:  Mike Schatz, Blue Sky Agency
Better ads mean better results. As the agency of record for Georgia Tourism and a full-service ad agency specializing in destination marketing, Blue Sky wants to make sure you're getting the most out of your advertising. This session will cover art direction and design, copy writing, CTA and logo placement, the right way to tailor your ads for each medium and much more.

Blue Sky Agency is the go-to agency for fast-growing brands in the Southeast. Proudly based in Atlanta for 24 years and counting, Blue Sky is the agency of record for the Georgia Department of Economic Development. Additionally, Blue Sky partners with clients like the Atlanta Braves, Turner Broadcasting, IHG, and Honeybaked Ham. Whether it’s media, creative, or account services, their goal is simple: support growing brands with thoughtful work across channels.

 

Marketing & PR Track:  Insights from the 2016 Domestic Visitors Report
Marshside 7 & 8
Speaker:  Jeffrey Eslinger, DK Shifflet & Associates
A review of the most recent Domestic Visitors report and what it means for tourism partners in Georgia. Mr. Eslinger will also provide national and regional context to give partners a better understanding of overall domestic visitation in the United States.

 

Technology Track:  Uncover Your Best Content & Find the Coordinates to a Successful Marketing Strategy
Oceanside 4 & 5
Speakers:  Katie Christof & Parker Whidby, GDEcD's Tourism Division
Content is an important key to a successful marketing strategy, but it can be hard to articulate your goals and overwhelming to think about how it all fits together. In this session, we’ll show you how Explore Georgia builds our creative content strategy and we’ll help you map out your own strategy. Join us if you’re interested in creating content that works harder for you.

12:00pm - 1:15pm Leadership Luncheon
Atlantic Ballroom AB
Sponsored by Meredith Travel Marketing and 365 Degree Total Marketing
1:30pm - 3:00pm

Afternoon Breakout Series

 

Advocacy Track:  Save Georgia Summers...What you need to Know to stop School Start Date Creep
Atlantic Ballroom H
Speakers:  Tina Bruno, The Coalition for a Traditional School Year and Morgan Law, Georgia Travel Association
Join Tina Bruno, with the Coalition for a Traditional School Year and Morgan Law with GATA to discuss national trends in school calendars and what other states are doing to rein in school start date creep. Learn about the effort in Georgia and how it impacts your community, attractions, and your customers.

 

Leadership Track:  Not Right or Wrong, Just Different:  Understanding Yours and Others Behavior & Personality through DISC (Tier 1 - Supervising Excellence)
Oceanside 1 & 2
Speaker:  Shana Young, The Leadership Institute at Columbus State University
Note:  Attendees must complete the DISC assessment prior to the conference, so pre-registration for this session is required.  Please email info@gacvb.com to register.
People are influenced and motivated differently!  Have you ever wondered why you can say one thing to one person, and get a certain response, then say exactly the same thing to another person, and get a different response?  The basic reason is because people have different personality styles, and each personality has a different priority.  Knowing personality styles helps you to understand yourself and others!  This session will introduce attendees to DISC (“D” is the Dominant type; “I” is the Inspiring type; “S” is the Supportive type; “C” is the Cautious type).  This information will help attendees to better understand themselves and others as a first step towards better communication and understanding in the workplace and at home.
*You must attend both parts 1 & 2 of this session to earn LEC credit.*

 

Marketing & PR Track:  Engaging Influencers to Share Your Authentic Story
Marshside 9 & 10
Speaker:  Cory Cart, HUB
Influencer campaigns are a key element of innovative communication plans.  This session helps you find top influencers for your brand and outlines what you should expect from start to finish.  Walk away with tips, research, and recent case studies that will help you understand budgeting resources and establishing evaluation metrics for an influencer campaign.  In this session you will discover:
 - Why research shows influencer campaigns are a niche discipline you must use
 - How to identify influencers that are the correct fit for your organization's message
 - Effective strategies for working with a digital influencer, including budget and setting realistic expectations
 - How to define evaluation metrics to determine the success of any influencer campaign.

 

Partnership & Collaboration Track:  Destination Development
Marshside 7 & 8
Speaker:  Jennifer Bowen, Augusta CVB
Following a recommended path that DMOs should consider implementing, the Augusta CVB created a position for Destination Development in 2010. Since then they have developed public private partnerships for beautification efforts, completed a city-wide wayfinding system, created a Destination Development Advisory Group, and lead a Destination Development plan, now called Destination Blueprint, with coordinating Public Art Master Plan and a Festivals and Events plan. Furthermore the Augusta CVB is undertaking a strategic funding plan with the private sector. In addition they are renovating a historic building which will house the Augusta CVB offices and create a first class visitor information center next spring.  In this session Jennifer will share how the organizational structure was formatted and the work and successes the organization has achieved.

 

Technology Track:  Travel – Optimized
Oceanside 4 & 5
Speakers:  Rich Garcia and Gray Lawry, Miles Partnership
In an age where we are exposed to as many as 5,000 messages per day, how do you optimize your resources to ensure you are getting in front of the hyper-informed traveler?  Join Miles Partnership as we walk through some trends in technology that are re-shaping the way we market travel.   

3:00pm - 3:30pm Refreshment Break - Atlantic Ballroom CDEF
3:30pm - 4:30pm

General Session:  How the Travel, Tourism and Hospitality Industry Can Win the Customer Economy Wars
Atlantic Ballroom AB
Speaker:  Peter Shankman, The Geek
Factory
Other than a marriage, there is nothing that is shared more throughout the social landscape than a vacation.  Whether it's an Instagram of your plane's wing in the air to announce that you're going somewhere and your friends aren't to a sad face as you're leaving the beach for the last time before you go home, vacations are made for sharing, sharing, oversharing, and sharing some more.  But this also leaves you wide open for any negative experiences as well.  The key is NOT to ask for a review, or beg for a like.

The key is to refocus your energy not on chasing the likes but on doing more likable things.  In the end, the days of Yelp are numbered.  Instead, the network will know what we do as we're doing it, and will gauge our happiness or dissatisfaction based on the sentiment of our shares.  When people in our network start looking for vacation or travel ideas, they won't have to look for reviews - their friends' vacations will simply appear in front of them.  In other words, the network will know what they want, and only show them recommendations from people they trust, who have already had good experiences.  (Hint:  Google is already doing this.)  

What does that mean for the travel, tourism and hospitality industry?  It means you need to start thinking about how you're treating your customers offline, long before they go online.  Attendees will learn:
 - The five rules of the new customer economy
 - Why 'nice' matters 
 - How to stay 'top-of-mind' in every customer's brain, from before they plan their trip until long after they return home
 - How millennial travel, and how generations Z and Alpha are plotting to take their travel to the next level over the next fifty years.

6:00pm - 9:00pm

Historic Taste & Tour Evening Dinner Event 
Jekyll Island Historic District

Sponsored by Southern Living
We’ll start the night with a stroll through four exquisite winter cottages of millionaires like William Rockefeller. This will be a special treat for us as all of these cottages are rarely open to the public.  Sip a regional craft brew or glass of wine while Club members from the turn-of-the century tour you through their beloved homes. Afterwards, we’ll feast on dinner from the Jekyll Island Club Resort in the Morgan Center, the former indoor tennis court of J.P. Morgan.   Stroll begins at 6pm, dinner begins at 7:30pm.  Beer & wine during the historic stroll included.  Full cash bar at Morgan Center.  Transportation provided from the Westin Jekyll Island, Hampton Inn & Suites and Holiday Inn Resort.  Conference guests lodging at the Jekyll Island Club & Resort are within walking distance.  Parking is also available for those who wish to drive.


Thursday, November 2, 2017

Time

Session

8:00am - 8:30am

Continental Breakfast - Atlantic Ballroom CDEF

8:30am - 9:45am

Morning Breakout Series

 

Advocacy Track - House and Senate Joint Committee on Economic Development & Tourism
Ben Porter Salon
Chairman Mike Dugan and Chairman Ron Stephens
Agenda TBD

 

Leadership Track:  Not Right or Wrong, Just Different:  Understanding Yours and Others Behavior & Personality through DISC (Tier 1 - Supervising Excellence)
Oceanside 1 & 2
Speaker:  Shana Young, The Leadership Institute at Columbus State University
Note:  Attendees must complete the DISC assessment prior to the conference, so pre-registration for this session is required.  Please email info@gacvb.com to register.
People are influenced and motivated differently!  Have you ever wondered why you can say one thing to one person, and get a certain response, then say exactly the same thing to another person, and get a different response?  The basic reason is because people have different personality styles, and each personality has a different priority.  Knowing personality styles helps you to understand yourself and others!  This session will introduce attendees to DISC (“D” is the Dominant type; “I” is the Inspiring type; “S” is the Supportive type; “C” is the Cautious type).  This information will help attendees to better understand themselves and others as a first step towards better communication and understanding in the workplace and at home.
*You must attend both parts 1 & 2 of this session to earn LEC credit.*

 

Marketing & PR Track:  Social Media Strategy: The Right Fit for You
Marshside 7 & 8 
Speakers:  Levi Brandenburg and Erin Sephel, Red Pepper
One size fits all definitely does not apply to a social media strategy.  However, you should have a strategy in place that will guide every action you take on your social platforms while clearly communicating the value of your unique product offering.  Developing a holistic social media strategy can feel overwhelming at first, but if you take the time to create one catered to your business goals and audience, then all of your social efforts should become easier to execute.  Join us to take the first step in creating a social media strategy that works for both your resources and your destination’s offerings. 

 

Marketing & PR Track:  Catering to the ADHD Economy
Marshside 9 & 10
Speaker:  Peter Shankman, The Geek Factory
In addition to being a bestselling customer service and marketing author, Peter also hosts the award-winning podcast Faster Than Normal, where he discusses the benefits of ADD and ADHD. Put the two together, and Peter will offer your audience unique and proven techniques to reach your audience in the 2.7 seconds of attention span they first offer to you.  Attendees will learn:
 - What five keywords will hold a consumer's attention
 - How Peter's first company went from 0 to 250,000 users with a 79% daily engagement rate.

 - How to create content that your audience simply must share
 - How to get your audience to do your PR, sales, and marketing for you!

 

Technology Track:  Video is expensive. Don’t screw it up.
Oceanside 4 & 5
Speaker:  Daniel Roberts, Friendly Human
The data is clear, the internet is becoming a more visual medium everyday. Cisco expects 82% of all web traffic to be video by 2020. But with everything from 360º video to live streaming, where is your budget best utilized in a 2017 landscape? Daniel works with organizations like The Home Depot, Georgia World Congress Center, and the Atlanta Hawks to tackle these questions everyday. In this session, we'll walk through creating a cohesive content strategy and how not to lose your shirt while staying relevant online.

10:00am - noon

Governor's Brunch and Tourism Awards Ceremony
Atlantic Ballroom AB
Sponsored by AAA, Creative Mischief and Georgia Power 

noon

Adjourn