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

Oct. 19: General Session

You are viewing the Oct. 19 General Session.     Click here to see Oct. 17 Pre-Conference Activities.     Click here to see Oct 18, All Tracks

Day 1
19 Oct 2017


(Tentative Agenda, Subject to Change. Last update 9/6/17. (i) = Invited speaker, not yet confirmed.)

Case Studies: A Morning of Show and Tell

Continental Breakfast

Sponsored by Threshold 360

Executive Coaching

We’ve arranged to have experienced executive coach Jane Howard, Founder of Culture Effect, with us all day on Thursday Oct. 19 to conduct 30-minute Executive Coaching Sessions. While coaching is a process that usually goes on for a number of sessions over weeks of time, you’ll have an opportunity to get a little taste of that process by signing up for a complimentary 30-minute session on that day.  Come prepared to discuss a problem or concern in your life.   The eTourism Summit Executive Coaching is available to DMOs and Suppliers only.  Information on how to sign up will be provided at a later date. First come first served.

What will the digital DMO look like in 2023?

A unique perspective as Will Seccombe, the former CEO of Visit Florida, reveals his insights as to how Virtual Reality, Augmented Reality, Mixed Reality, Artificial Intelligence and even Block Chain will change the Tourism Industry.

The Evolution of Influencer Marketing: Finding the Right Influencer for the Right Destination or Attraction

  • Where to start
  • How to identify the right influencer
  • Building a relationship
  • Evaluating their value
  • How to negotiate a price
  • Should influencer marketing live with P.R. or digital department

Presenter: Shea Carter, VP Social & Experiential Marketing, MMGY Global and Carolyn Anderson, Social Media Manager, Visit Kansas City

Carolyn Anderson
Shea Carter

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

Leveraging a DMO’s Online Authority to Improve the Visitor Experience

DMOs are uniquely qualified to capitalize on the domain authority and high search result rankings created by their wealth of relevant and frequently updated web content. By creating a mobile optimized online marketplace for experiences, Visit Houston has built on existing strength in attracting website visitors and moved to converting them to real life visitors. Presenters: Carla Brademan, Marketing Manager, Visit Houston and Mo Parikh, CEO, Bandwango


Carla Brademan
Mo Parikh

What Will Apple’s New VR App Mean for the Tourism Industry?

VR and AR is a toy today for early adopters but with Apple “baking it in” the OS11 operating system, it will go mainstream, with millions carrying a VR/AR solution in their pockets. Our intrepid guinea pig, Laszlo Horvath, CEO, ActiveMedia will give it an early spin.

Laszlo Horvath

Why We Built Our Own Rural Product Development 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

Mo Sherifdeen

How do You Really Feel About your Website? How an EEG Machine Measures Your true emotional response to your website or digital campaign

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, Dale Jolley, Director, UVU Vivint Neuromarketing SMARTLab and Professor of Marketing at Utah Valley University

Dale Jolley
Jay Kinghorn

Thinking Outside the Box: Marketing Deals with Untraditional Partners

  • BuzzFeed: Jason Nadel, Manager, Client Services, BuzzFeed; TBA, Williamsburg Chamber of Commerce
  • The Onion: Ashley Ray-Harris, Manager, Content Distribution, The Onion; Mo Sherifdeen, Director Integrated Marketing and Publishing, Travel Oregon
  • ChefsFeed: Sandy Shanman, COO, ChefsFeed; Robin McClain, VP Marketing and Communications, Destination DC
  • Lonely Planet: Josh Collins, Digital Communications Manager, Visit Franklin
  • Tinder: Lauren Probyn, Global Director of Marketing and Events, Tinder
Ashley Ray-Harris
Lauren Probyn
Jason Nadel
Robin McClain
Sandy Shanman
Josh Collins

Luncheon – Sponsored by Expedia Media Solutions and StreetSense

“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: TBA

The World’s First Vertically Integrated Agency for DMO’s offering Branding + Space+ Product Development+Marketing Strategy+Digital Strategy… launches at eTourism Summit.
Presenter: Ralph Thompson, Executive Director, Travel + Tourism at StreetSense

Sponsored by Expedia Media Solutions and StreetSense

Ralph Thompson

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

Kim Butler

What Assets and Toolkits Do You Need to Get You Through 2019?

There are virtually hundreds of choices and options, but what digital investments will bear the most fruit for the least amount of investment?  Presenter: Talia Salem, Founder, Urban Nomad and former Social Media director of Brand USA.


Talia Salem

eTourism Jeopardy Question: 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: Jeremiah Birnbaum, President, San Francisco Film School

Jeremiah Birnbaum

Shark Tank: Bright Shiny New Objects Vetted by eTourism Attendees

You are the judges. Our annual eTourism Summit’s Got Talent show has uncovered highly successful startups and some fascinating failures. This year’s list of companies have been pre qualified by a attendees who will be co-presenting companies we’ve invited. Each BSNo will make a 5-minute pitch followed by comments.


  • Sandy Shanman, COO, ChefsFeed and Robin McClain, VP Marketing, Destination DC
  • Jeffrey Weibel, Chief Marketing Officer, Flip.to and Scott Schult, VP Marketing, Visit Myrtle Beach 
  • Jonathan Ramirez, Market Developer, Umbel and Katie Cook, Digital Marketing Director, Austin CVB
  • Jay Kinghorn, Director of Communications and Digital Strategy, Utah Tourism
Jonathan Ramirez
Jeff Weibel
Robin McClain
Sandy Shanman
Scott Schult
Jay Kinghorn
Katie Cook

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