Oct. 18 - 19, 2017 — San Francisco, CA


Print Friendly
17 Oct 2017
18 Oct 2017
19 Oct 2017

Oct. 17 Optional Pre-Conference Activities

Agenda is subject to change. Updated 6/22/17
Note: (i)=Invited Speaker but not yet confirmed 

Smart Phone Storytelling Video Production Workshop

(Fee: $195/pp for first 20 participants, $295 after.  Registration required.  Limited attendance, first come, first served. Open to eTourism Summit DMO/supplier attendees.Click here to register.)

Tentative Schedule: (approximate times: 9:00 am – 6:00 pm)

Orientation and Groups, each of which will be assigned to create a 60-90 second  video based on one of three itineraries in San Francisco.

Shooting your smartphone video while touring iconic San Francisco sites.

Lunch (location TBA)

Turning rough footage into video, editing tips and tricks to make your video work.

Show and Tell for each group to present their videos.

Leaders: Ryan Thompson, CEO, MakeStoriesHuman.com (i); others TBA

VIP Day for CMOs and CEOs

(Fee: $195/pp.  Registration required.  Limited attendance, first come, first served. Open to eTourism Summit DMO/supplier attendees who are CMOs or CEOs. Click here to register.) 

Tentative Schedule: (approximate times: 9:00 am – 6:00 pm)

How Does Google See for the Future of Travel? A chance for senior marketing executives to ask questions and enter into a discussion with a member of Google’s travel vertical team with a strong understanding of DMO’s. Presenter: Kyle Duffy, Senior Lead – Travel, Google

Digital Travel Marketing: Informed Insights from a Futurist.  A discussion about the future of digital marketing from one of technology’s brightest stars, Brian Solis, Principal Analyst, Altimeter Group. Brian is among “The Top 10 People to Know in Silicon Valley”, was awarded “Blogger of the Year” by PR News, and one of eight “Influential Leaders” by CRM Magazine in 2010. He is a LInkedIn Influencer and the author of several future of business books. He is regularly quoted by media outlets such as The New York Times, Washington Post, AdAge, The Guardian, and Wall Street Journal, and is followed by over 280K on Twitter. Presenter: Brian Solis, Principal Analyst, Altimeter Group (i)

Lunch (location TBA)

How to Manage Millennials. Attracting, retaining and managing millennial employees is a vexing problem for many tourism marketing organizations. Presenter: Marti Gimmick, Founder and CEO, International Connector, which manages a community of 150,000 millennials.

Vendor-less. A facilitated two-hour discussion (without vendors) in which each participant will discuss the primary problems facing DMOs and attractions:

  • How to stem the loss of web traffic due to Google algorithm changes
  • What new digital tools have you found most useful?
  • Who are your favorite new vendors and why?

Special Reception (TBA)



Track 1: What’s Your Content Marketing Strategy for 2018?

A panel of experts will discuss the following:

  • What’s your video strategy for 2018?
  • How will you be using influencers in 2018?
  • What is your Facebook/Instagram strategy for 2018?

Panel of Presenters: TBA

Track 1: Show and Tell: Steal These Ideas

  • How San Francisco Travel Sources their “How To” Videos? It starts with the most frequently asked questions at their visitor’s center. Presenter: Dan Rosenbaum, Senior Manager, Content and Social Media Marketing, San Francisco Travel Association
  • Make a Spectacle of Yourself: Montgomery County, PA is first to build an entire campaign around videos generated from Snapchat Spectacles. Presenter: Ed Harris, VP Marketing and Communications, Valley Forge CVB
  • Amelia Island’s Delicious Kitchen Co-Op: Partnering with a cooking school delivers great PR and ROI while leaving everyone with a good taste in their mouths. Presenter: Ktimene Axetell, Director, Digital Strategy, Amelia Island CVB

Track 1: Comparison Shopping: Snapchat vs. Instagram Stories vs. FB Live vs. Periscope

Which is the most effective for you? Presenter: James Zale, VP Digital Strategy, Visit Philadelphia (i)

Track 1: Why Didn’t I Think of That?

Ten Ways to Build an Audience on Instagram. With insanely valuable new features, Facebook’s younger sibling is becoming a must. Presenter TBA

Track 1: Lunch

Lunch on your own.

Track 1: It’s Word-of-Mouth on Steroids: What’s Next for UGC?

Automation has provided a new way to grab themes relevant content for website and marketing amplification. Presenter: Dan Holowack, Founder and CEO, CrowdRiff

Track 1: Get Control: Influencer Marketing Strategies

Social media influencer marketing resides in the no-man’s-land between PR and digital marketing. Presenter: Florian Herrmann, Creative Director, NAJ Content

Track 1: Show and Tell: Animated Animals

  • Lexington, Kentucky’s Latest Video Series was Filmed by Horses. Strap a Go Pro camera to a horse and see life from his perspective. Presenter: Gathan Borden, VP Marketing, Visit Lexington
  • Robotic Fish is Oregon’s Newest Video Star: Travel Oregon introduces 360 video using a talking fish as a tour guide. Presenter: Mo Sherifdeen, Director Integrated Marketing and Publishing, Travel Oregon (i)


(Tentative Agenda, Subject to Change.  Last update 6/22/17. (i) = Invited speaker, not yet confirmed.)


Track 2: Programmatic Buying for Poets

How does it work? What is DMP and what can it do for you?

  • Three Way SEM Campaign Smack Down. Pocono Mountains, PA pits Google vs. Bing vs. Facebook to see who has the best ROI. Presenter: Brian Bossuyt, Director of Marketing, Pocono Mountains CVB
  • The Attribution Game. Who should get credit for the conversion? Attribution performance metrics. Presenter: Dennis Yu, Chief Technology Officer, Bizmetrics, digital marketing consultant for the NBA Champion Golden State Warriors

Track 2: ROI Mixology is Like Creating Your Own Data Cocktail

What recipe mixing Expedia, Adara, Arrivalist, Buxton, Fare Compare, Sojern, Google, Facebook, Destination Analysts, Longwoods, DK Shifflet, TripAdvisor and Travelzoo is right for you? Presenter: TBA

Track 2: WTF: Welcome to Facebook in Three Parts

  • Precision Targeting: Take a deep dive into the platform’s newest precision targeting features. Presenter: Adam Gerston, Sr. VP Client Relationships, HYFN (i)
  • How Remarking and Retargeting Techniques are Creating Explosive Conversion. Presenter: Brian Matson, Sr Director Strategy and Education, TwoSix Digital
  • How Many Ways Can You Target Look-Alike Audiences? Facebook, Google, email marketing. Presenter: TBA

Track 2: Lunch

Lunch on your own

Track 2: Are You Smart Enough to Dumb Down Your Data?

Simplifying complex data from spreadsheets to infographics is one way to educate clueless funders. (i.e. city councils, boards, legislators, etc.) Presenter: TBA

Track 2: What We Learned from Spending $2 Million on Digital Media

Presenter: Jay Kinghorn, Director of Communications and Digital Strategy, Utah Tourism

Track 2: How to Replace – and Explain to Management – Traffic Lost to Google’s Algorithm Changes

There’s nothing more frustrating than seeing your organic traffic decline, but it’s the natural evolution of search marketing. Find out how your peers have affordably replaced their traffic. Moderator: Laszlo Horvath, CEO, ActiveMedia with panelists, TBA

Track 2: Show and Tell: It’s Strategic

  • Visit Austin Unearths New Vendor that Can Level-Up Their Consumer Data. This new software is able to enhance consumer data and help acquire new audiences through social media, sweepstakes, web, Wi-Fi hubs and e-mail marketing in one package. Presenter: Katie Cook, Director of Digital Marketing, Visit Austin
  • What is the You-Can-O-Mizer? A new way to present an in-destination itinerary builder featuring attractions and events. Presenter: Richard Tammar, Director of Digital Strategy, Travel Portland
  • Facebook on $1 a Day. Presenter: TBA

TRACK 3 – Meeting Planner Marketing (Morning Sessions)

(Tentative Agenda, Subject to Change.  Last update 6/22/17. (i) = Invited speaker, not yet confirmed.)

Track 3: How to Take Your Meetings Team Digital

A case study on the challenges Atlanta faced. After two years transitioning their sales department to using a digital approach, they are seeing tremendous results, but still have a tie to traditional. Presenter: Mya Surrency, Founder, Digital Edge

Track 3: Show and Tell: Best Out-of-Market Activations

  • A Taste of the South as Alabama Brings a Cheesecake Vending Machine to Times Square. Presenter: Lee Sentell, Director, Alabama Tourism Department
  • Denver Rocks the Red Rocks Amphitheatre for Folks in Downtown Chicago. Presenter: Justin Bresler, VP Marketing, Visit Denver
  • Bringing Florida SunCHIne to Chicago to Brighten up a Dreary Day. Presenter: Leroy Bridges, Media and Interactive Director, Visit St. Pete/Clearwater

Track 3: Show and Tell: A Look Inside

St. Pete/Clearwater’s video allows meeting planners to view the top 12 meeting sites in town in VR while actual meetings are in progress. Presenter: Leroy Bridges, Media and Interactive Director, Visit St. Pete/Clearwater

Track 3: Show and Tell: Sharing the Love

How can a DMO motivate hotels, restaurants and attractions to use their hashtag, engage on social, establish robust social media channels by holding a workshop to show them the benefits? Presenter: Laura Chmielewski, VP Marketing and Communications, Team San Jose

Track 3 – Future of Website Design (Afternoon Sessions)

(Tentative Agenda, Subject to Change. Last update 6/22/17. (i) = Invited speaker, not yet confirmed.)

Track 3: Designing Websites for Tomorrow

Moderator: Richard Tammar, Director of Digital Strategy, Travel Portland; and Alex Heimann, Chief Strategy Officer, Tempest Interactive; Stephen Landau, Creative Director, The Forest For The Trees Interactive, Ltd.

Track 3: Will We Even Need Websites by 2022?

That’s only 5 years away. A panel of three web design experts discuss the future of web design as well as the future of websites themselves. Presenter: TBA

Track 3: Attractions Town Hall Meeting (By Invitation Only)

A panel of attraction marketers will lead an open Town Hall style discussion about digital marketing and ticketing issues. Moderator: Jason Hackett, CEO, Brier Katama. Panelists: TBA


(Tentative Agenda, Subject to Change. Last update 6/22/17. (i) = Invited speaker, not yet confirmed.)

Case Studies: A Morning of Show and Tell

Hey, Let’s Start Our Own Apple TV Network:

Why Fort Lauderdale launched 24/7 programming on their own Apple TV channel. Presenter: Kim Butler, VP Marketing and Communications, Fort Lauderdale CVB (i)

It’s Nothing Personal…OK, It Is

Personalization tactics for your website, your email, and your advertising campaigns. Presenter: Matt Peters, Founder, Pandemic Labs (i)

Uh-Oh. We’ve Got 2 Million Minutes of Video. Now What?

If you’re Seattle, you open your own YouTube channel. Then what? Presenter: Ali Daniels, VP Marketing, Visit Seattle (i)

DMOs as a Digital Marketing Agency for Stakeholders

When Fort Worth CVB started to offer digital marketing services for events, no one knew where it might lead. Presenter: Mitch Whitten, VP Marketing, Visit Fort Worth

Why We Built Our Own Rural Product Department Studio

They came, they saw, they identified tourism product and then helped rural destinations promote it through digital marketing. Presenter: Mo Sherifdeen, Director Integrated Marketing and Publishing, Travel Oregon (i)

Plug-and-Play: How Much Will They Love Your Content?

Biometric sensors for synched eye tracking, electroencephalography (EEG) and galvanic skin response (GSR) is the newest way to measure consumer response. Personal demos on request! Presenters: Jay Kinghorn, Director of Communications and Digital Strategy, Utah Office of Tourism (i), Dale Jolley, Director, UVU Vivint Neuromarketing SMARTLab and Professor of Marketing at Utah Valley University

Thinking Outside the Box: Marketing Deals with Unconventional Partners

  • Uber: Kristin Thayer, Partnerships, Uber (i); Leroy Bridges, Media and Interactive Director, Visit St. Pete/Clearwater
  • BuzzFeed: Jason Nadel, Manager, Client Services, BuzzFeed (i); TBA, Williamsburg Chamber of Commerce
  • Thrillist: Bill Karz, Vice President, Digital Marketing, Los Angeles Tourism & Convention Board (i)
  • The Onion: Ashley Rae Harris, Manager, Content Distribution, The Onion; Mo Sherifdeen, Director Integrated Marketing and Publishing, Travel Oregon (i)
  • ChefsFeed: Sandy Shanman, COO, ChefsFeed; Robin McClain, VP Marketing and Communications, Destination DC
  • Tinder and Delta Air Lines: The #DeltaDating Wall (i)

Annual Luncheon

“Scientific Proof: Planning a Vacation is More Satisfying Than the Vacation Itself.” The anticipation stage, as it turns out, is a receptive environment for marketing messages. Presenter: Monya Mandich, Sr. Director Marketing and PR, Expedia Media Solutions

Are We Really Ready for AI?

The question is: Do you have the reams of data it takes to support artificial intelligence? Presenter: Mo Parikh, Founder, Bandwango (i)

Time Flies: Assets You Need to Get You Through 2019

What assets and toolkits should you invest in to sustain you for the next two years? Presenter: Talia Salem, Founder, Urban Nomad

A: Local Film Schools Q: Where is the Affordable Talent I Need?

Working with local university film and journalism departments has worked content wonders for some tourism marketers. Alternatively, should DMOs outsource for those top storytelling skills? Presenter: TBA

Influencers Unmasked:

Evaluating influencers asking for freebies and how to track their results. Panel: TBA

Shark Tank: Bright Shiny New Objects

You are the judges. Our annual eTourism Summit’s Got Talent show has uncovered highly successful startups and dome fascinating failures.


  • Sandy Shanman, COO, ChefsFeed
  • Gonzalo Juarez, Founder, eTips
  • Jeffrey Weibel, Chief Marketing Officer, Flip.to
  • Jonathan Ramirez, Market Developer, Umbel

Create Your Own Playlist on Pandora

How to identify music that reflects your brand and appeals to the audience you are targeting. Presenter: Leon VanGelder, Regional Vice President, East Coast, Pandora (i)