Monday, February 11

Optional Pre-conference activities (additional charge of $35 to participate)

2:30 – 4:30 p.m.

Social Media Learning Lab

Facilitators with special knowledge about each social media platform will host tables and lead timed discussions about them. Topics include: Facebook, Twitter, LinkedIn, Pinterest, QR codes and YouTube. Participants at all experience levels will learn from each other through these discussions of best practices.

6:30 p.m

Dinner – Brit's Pub/Minneapolis; included in above cost

Tuesday, February 12

7:30 a.m.

Managing Invasive Species: Strategies and Solutions for Tourism Land Owners and Managers

Seminar hosted by University of Minnesota Tourism Center. Tourism in Minnesota relies heavily on its natural resources that provide scenic views and swimmable lakes. A variety of invasive species, terrestrial and aquatic, have implications for the industry. Do you know what invasive species are or why they could be hurting your bottom line and negatively impacting your guest’s experiences? Maybe you’ve heard of Asian carp, eurasian milfoil or emerald ash borer, but what about garlic mustard, buckthorn and wild parsnip? Did you know wild parsnip can cause third degree burns on exposed skin?  Whether you’re new to invasive species or are already worried about them but don’t know your management options this workshop is for you. We’ll be discussing the reasons you should be concerned, costs of management and avoidance, and we’ll examine specific management options and how you can implement them. Resources will also be discussed and several provided.  Registration is $10 which includes a continental breakfast. An RSVP is requested by going to: www.regonline.com/InvasiveSpecies

9:00 a.m.

Minnesota Lodging Association Board Meeting

9:30 a.m.

MACVB Meeting

10:30 a.m.

Making the Most of Explore Minnesota Tourism Opportunities

Whether a rookie or a seasoned veteran, tourism organization or business, this session provides valuable information for you as you implement your marketing plan. Learn about Co-op advertising offers, electronic advertising options, partnership efforts and other Explore Minnesota Tourism programs that can help you increase your marketing reach.

10:30 a.m.

MACVB Silent Auction opens in the Travel Marketplace

11:30 a.m.

Lunch and Opening Session

Keynote Presentation – Economic Trends & Outlook for Travel/Adam Sacks, Tourism Economics

Adam Sacks will provide insights into the current economic landscape and potential scenarios for the US and global economies. What forecasts and trends are facing the travel industry and destination marketers from around the world? He will also discuss implications for the Minnesota tourism industry and how the industry can best shield itself from risks while still taking advantage of growth opportunities.

1:00 p.m.

Breakout Session I

Measure, Maximize and Modernize Your Digital Presence
Zach Braham, Account Director, BarkleyREI

In this ever-changing world of mobile devices, businesses and organizations are challenged to make the most of digital marketing dollars. It remains important to keep websites useful and relevant, while adapting to new technologies. Experts from BarkleyREI will share with you some of the methods and tools that they have helped Explore Minnesota implement in the past year, so that you can choose the approach that may be right for you to measure, maximize and modernize your digital presence.

Brand USA is Rolling Out the Welcome Mat – Jump on Board!
Karyn Gruenberg, Brand USA, Adam Sacks, Tourism Economics, Cheryl Offerman, Explore Minnesota Tourism

Brand USA is a public-private entity which began operations in May 2011 and was established to spearhead a global marketing effort promoting the United States as a premier travel destination. To help us better understand the significance of this market, Adam Sacks will provide an update on economic and travel trends for international travelers. Karyn Gruenberg will provide an overview of current strategies to attract travelers through the Brand USA initiative, and will also discuss ways the Minnesota tourism industry can benefit from and participate in these efforts. Cheryl Offerman, Manager of Travel Trade will then provide an update on Explore Minnesota Tourism’s international marketing program.

State of Minnesota Unified Brand Update – Little & Company

Competition among states for visitors, businesses and workforce talent is intense. Research tells us that while current residents understand what makes Minnesota so attractive, not enough people on the outside know of Minnesota's attributes or have misinformed stereotypes. Developing a unifying state of Minnesota brand will provide focus and clarity for what differentiates Minnesota. Ultimately, this will build awareness and credibility for the state, which will help attract visitors, business and talent. At this session you will get an update on the progress towards a unified Minnesota brand.

Content Marketing Boot Camp --Going from 101 to 103
Frank Soukup, Grand View Lodge

This session provides the basics of social marketing – what does it mean to “Google” and why do “SEO?” but also brings participants up to the next level of understanding. In addition, time will be spent on creating effective content and ways to make sure all of your social media is working together to increase the impact of this marketing strategy.

2:30p.m.                    

Break – Travel Marketplace opens

3:15 p.m.                   

Explore Minnesota Tourism Report – John Edman

4:30 p.m.

End of sessions

Opening Reception in the Travel Marketplace – immediately follows last session

6:00 p.m.                   

Excellence in Tourism Awards Banquet  

Wednesday, February 13

7:30 - 8:30 a.m.         

Breakfast in General Session Room

8:30 a.m.                   

General Session – Shaun Aukland, DMO Marketing Lead, Google

The Digital Landscape - How to Influence Travelers from Dreaming to Booking

Travelers have used the Internet for years to plan their trips, but with increasing complexity of social sharing and mobile devices, reaching consumers can be overwhelming. Shaun provides an overview of the newest trends and actions organizations can take to stay ahead of the curve.

 9:30 a.m.                   

Breakout Session II

The Digital Landscape – Panel on Best Practices

Minnesota experts from different industry segments share ways they are using technology for effective marketing. – Shaun Aukland will moderate this session and will also help answer questions/lead discussion on specific tactics.

Promoting Active Communities – How Can Tourism Benefit?

Healthy lifestyles produce many benefits, for residents and visitors alike. Recent publicity about Minnesota as a biking destination, including the PedalMN campaign, is bringing more attention to the state as an excellent destination for biking. Walking can have the same benefits and needs no special equipment! What can communities do to increase access to active transportation and ultimately, capitalize on these new initiatives? Amber Dallman, Minnesota Department of Health, Lisa Austin, MnDOT Bicycle/Pedestrian Section and Nick Mason, Bicycle Alliance of Minnesota will talk about the many benefits of promoting increased physical activity in your community.

Get in the Game with Sports Marketing– Don Schumacher, NASC

According to research from the U.S. Travel Association, nearly 27 percent of all travel spending in the United States is sports-related. Don Schumacher, Executive Director of the National Association of Sports Commissions will help de-mystify this growing market by sharing his expertise on how to decide which events are the best fit for your community, should you promote one-time bid events or create annual events, and much more.

Strategies for Smaller Budgets – Targeted Marketing Part I; the Cultural Traveler & Breweries/Wineries by Lory Sutton, Minnesota Historical Society

The average customer is bombarded by many choices – how do you help them choose your destination, lodging property or attraction? Where generalized marketing can be expensive, niche or target marketing delivers a focused message to a group identified on the basis of their shared belief-systems, social or personal history or lifestyles. This is often a more cost-effective alternative, especially for smaller businesses or communities with limited budgets. We will explore several niche markets that have proven successful for Minnesota tourism industry in sessions today and continuing tomorrow – this session: Cultural Traveler; Breweries/Wineries.

10:45 a.m.                  

Break in the Travel Marketplace

11:15 a.m.                  

Breakout Session III

Strategies for Smaller Budgets – Targeted Marketing Part II; Outdoor Adventure Travelers & Hunters by Kerri Kolstad, Wahoo Adventures; Stephen Regenold, GearJunkie.com; Jenifer Wical, DNR; Cal Brink, Marshall Chamber of Commerce

The average customer is bombarded by many choices – how do you help them choose your destination, lodging property or attraction? Where generalized marketing can be expensive, niche or target marketing delivers a focused message to a group identified on the basis of their shared belief-systems, social or personal history or lifestyles. This is often a more cost-effective alternative, especially for smaller businesses or communities with limited budgets. We will explore several niche markets that have proven successful for Minnesota tourism industry in sessions today and continuing tomorrow – this session: Marketing to Hunters, Adventure Travelers.

Managing Traveler Reviews – Michelle Wohl, Revinate

Explore Minnesota Tourism will add Trip Advisor review capability to lodging and attraction listings on our website in the first quarter of 2013. Learn why reviews can be an important marketing tool, and how you can manage positive and negative reviews to strengthen your customer service.

Summer Travel, Social Media & School Start: Oh My! – Ingrid Schneider, University of Minnesota Tourism Center

Schneider will share insights from recent tourism research in Minnesota with direct application to your decision making and planning. Information from surveys of summer travelers, social media use and the impact of school start on leisure travel in Minnesota are on the agenda.

The Digital Landscape – Panel on Best Practices (repeat session)

Minnesota experts from different industry segments share ways they are using technology for effective marketing – Shaun Aukland will moderate this session and will also help answer questions/lead discussion on specific tactics.

12:30 p.m.                        

Luncheon - Greeting by Governor Mark Dayton

Luncheon Speaker - Biggest Mistakes in Travel Marketing and What We Can Learn From Them by Doug Lansky

Travel writer and author Doug Lansky presents hilarious (delete) highlights from the world’s largest collection of travel-related marketing mistakes including the worst tourism slogans and hotel names. Those amusing mistakes can go viral and cause serious brand damage, but can be also prevented with some basic control measures. Doug also looks at the increasing gap between reality (as cities become more and more alike) and the “product” destinations are presenting. He shows what happens when expectations are mismanaged: decreased “wow” factor, disappointed visitors and in a worst-case scenario a negative viral campaign. Doug will have you laughing, but also thinking about travel in a new light.

 2:15 p.m.                   

Wrap-up session and prize give-away

 2:45 p.m.                   

Conference ends