2018 Florida Governor's Conference Printable Schedule


Tuesday, September 11

2:00 pm - 5:00 pm
Rotunda
Registration & Information Desk
The friendly team at the Registration & Information Desk is available for badge pick-up, onsite registrations, and to answer your questions.

Wednesday, September 12

8:00 am - 6:00 pm
Rotunda
Registration and Information Desk
The friendly team at the Registration and Information Desk can help you with badge pick-up and onsite registrations, and answer your questions.
10:00 am - 6:00 pm
Oakmont A
Media Room Open
The Media Room is for attending media only. Place your news releases and other pertinent information in this room.
12:00 pm - 4:00 pm
International Ballroom
Marketplace Exhibitors Move-In
1:00 pm - 4:30 pm
Royal Dublin A
Maximize Your Exposure on Google
Miles Partnership will provide tactical training, best practices, and how-to guides for using Google My Business. Two session times are available: 1:00 pm - 2:30 pm 3:00 pm - 4:30 pm
You must be registered for GC18 to participate. Once you have registered, you will be sent a confirmation email that includes sign-up information for this event. If you have already registered and are interested in participating, please contact meetings@VISITFLORIDA.org.
1:00 pm - 4:00 pm
Royal Dublin B
Meet the VISIT FLORIDA Team
Reserve 15-minute, one-on-one consultations with VISIT FLORIDA department representatives, including Content, Industry Relations, International, Promotions, Public Relations, Research, and Sales. Consultations are by appointment only.
You must be registered for GC18 to participate. Once you have registered, you will be sent a confirmation email that includes sign-up information for this event. If you have already registered and are interested in participating, please contact meetings@VISITFLORIDA.org.
5:30 pm - 6:30 pm
International Ballroom
Chairman's Reception in the Marketplace
6:30 pm - 9:00 pm
National Ballroom
Chairman's Dinner
The 2018 Chairman’s Dinner will feature the Florida Tourism Hall of Fame Award, the Flagler Awards, and the Film Florida Legends Tourism Ambassador Award.
The Chairman's Dinner is sponsored by TripAdvisor.
The Flagler Awards are sponsored by Madden Media.
9:00 pm - 11:00 pm
ChampionsGate
After-Hours Networking Event
Enjoy some fellowship with your tourism industry colleagues.

Thursday, September 13

7:30 am - 5:30 pm
Rotunda
Registration and Information Desk
The friendly team at the Registration and Information Desk can help you with badge pick-up and onsite registrations, and answer your questions.
8:00 am - 10:00 am
National Ballroom
Breakfast and Opening General Session
Triumphs, Anomalies and Myths
We’re good at marketing Florida's attractions, virtues, and values. We create compelling imagery and poetic prose, and produce impressive videos all designed to inspire others to visit Florida. But what story are we telling?
It turns out that some of the most successful destinations in the world leverage the prophetic power of origin stories to transform their economies. They target a specific audience, understand their passions, and craft a simple tale designed to elicit an emotion. Why? Because emotion leads to action, while reason leads to conclusions.
For three years, former television producer and marketing agency executive Andrew Davis crisscrossed America uncovering the simple things smart cities and towns do to attract visitors. What he found is incredible.
Andrew Davis will show you in an hour how others have built flourishing economies by telling their story. You’ll learn how visionaries have transformed entire cities and how origin stories create a powerful sense of place. He'll challenge you to change the way you describe your city, town or neighborhood and why your story will determine your future.
What's your story and who does it serve?

Why Online Reviews are Good for Business, and How to Make them Work for You
In this presentation, linguist Camilla Vásquez shares some insights from her research on the language of online travel reviews. She also talks about the best ways to respond to online reviews, based on a study conducted with a sample of local Florida businesses.
The Breakfast and Opening General Session are sponsored by Miles Partnership.
8:00 am - 6:00 pm
Oakmont A
Media Room Open
The Media Room is for attending media only. Place your news releases and other pertinent information in this room.
10:00 am - 11:00 am
International Ballroom
Refreshment Break in the Marketplace
11:15 am - 12:15 pm
Augusta
Audience Segments of the Future: Bleisure and Transformative Travelers, and Why They Matter
The team from Markham & Stein, a full-service advertising agency in Miami, introduces us to Bleisure travelers and explains their impact on Florida tourism moving forward. Working with recent research findings, Markham & Stein will be collaborating with VISIT FLORIDA to identify and target this segment via a 360-degree marketing approach. This session dives into the mindsets of Bleisure and Transformative travelers, and recommends Florida messaging for these segments and the most effective media channels in which to reach them.
11:15 am - 12:15 pm
Olympic
Ships on a Rising Tide: VISIT FLORIDA's New Cooperative Marketing Programs
The variety within Florida’s tourism industry – the experiences, the target audiences, the available budgets – demands variety within our co-op programs. In this session for partners of any size, VISIT FLORIDA and Miles Partnership co-op leaders outline five core opportunities: North America, International, Small Business, Regional, and Non-Traditional. Among the opportunities to be shared: Maximize your business across Google’s travel products, further your international reach through Brand USA, and learn how to apply for funding to create a regional brand.
Breakout session sponsored by Arrivalist
11:15 am - 12:15 pm
ChampionsGate
Planes, Trains, Automobiles and More: A Panel Discussion on the Future of Transportation in Florida and Its Impact on Tourism
Infrastructure development and planning start decades ahead. As Florida’s resident and visitor population continues to grow, come find out how the industry will keep up with the demand. This panel addresses the future of transportation in Florida, from autonomous cars and high-speed rail to smart cities.
Breakout session sponsored by GSTV
11:15 am - 12:15 pm
Congressional
Up, Down and All Around: Who's Competing for the Sunshine State's Share of Tourism?
Steve Cohen, MMGY Global's Senior Vice President for Research and Insights, presents the latest travel trends from the 28th edition of the Portrait of American Travelers®. From how travelers are inspired to choose their vacation destination to how they go about their booking process to their preferences for specific travel websites, the Portrait® covers it all. The insights give travel marketers a road map for how to convert these searchers into visitors.
Breakout session sponsored by ADARA
11:15 am - 12:15 pm
Colonial
Advocacy in Action: How DMOs Can Wow the B2G Sector (CANCELLED)
Greg Staley, senior vice president of communications for U.S. Travel, leads a discussion on the organization's new playbook which helps destination marketing organizations navigate scenarios related to the stability of their funding and reputations within their communities. This session provides a toolbox of best practices and messages to resolve potential conflicts and react to budget obstacles.
11:15 am - 12:15 pm
Royal Melbourne
Breaking Ground and Groundbreaking: The Future Landscape of Hotels in Florida
In Florida, these are boom times for the hotel industry: more rooms added every year, and even greater demand. For decades, Hilton hotels have played a key role in making Florida one of the most popular travel destinations in the world. Andrew Flack, Hilton’s Vice President Regional Marketing and eCommerce Americas, will talk about how, in the golden age of travel, the company is building on its 100-year legacy of innovation to adapt to changing industry trends, bringing greater guest experiences and economic opportunity to the Sunshine State.
Breakout session sponsored by JackRabbit Systems
11:15 am - 12:15 pm
Royal Dublin
Listen First, Talk Later: Effectively Communicating Before, During and After a Crisis
Crises can arise in our state at any given time, and many of them occur unexpectedly. Having a successful plan depends on preparation, research, and stakeholder activation—all of which require us as destinations to actively listen before we are able to act and respond. Through news monitoring, social listening and partner engagement we can create responses that mitigate visitation losses and maintain positive perceptions about our destinations. In this session, we will share some of those insights and success stories as we work together to be the best prepared destination before, during and after any crisis.
Breakout session sponsored by SPARK.
12:30 pm - 2:00 pm
National Ballroom
Lunch and General Session
Make Way for Gen Z
The leading edge of Gen Z has entered their 20s. They might be your interns for now, but know that they are your future workforce and marketplace. Are you ready?
Best-selling author and generations expert David Stillman offers insights into the next generation. Even better, he is bringing a Gen Z along: his son Jonah.
The Stillmans will share the results of a national study, GenZ@Work, that illuminates what makes this newest generation tick. Who are they? What are their expectations around careers and the workplace? How have changes in parenting styles shaped them in new ways? What’s it going to take to get this generation in the door, on board, and up to speed?
Thursday's lunch, sponsored by Expedia Group Media Solutions, also will feature the Iris D. Larson Awards.
2:00 pm - 3:00 pm
International Ballroom
Refreshment Break in the Marketplace
3:15 pm - 4:15 pm
Augusta
Audience Segments of the Future: Bleisure and Transformative Travelers, and Why They Matter
The team from Markham & Stein, a full-service advertising agency in Miami, introduces us to Bleisure travelers and explains their impact on Florida tourism moving forward. Working with recent research findings, Markham & Stein will be collaborating with VISIT FLORIDA to identify and target this segment via a 360-degree marketing approach. This session dives into the mindsets of Bleisure and Transformative travelers, and recommends Florida messaging for these segments and the most effective media channels in which to reach them.
3:15 pm - 4:15 pm
Olympic
Ships on a Rising Tide: VISIT FLORIDA's New Cooperative Marketing Programs
The variety within Florida’s tourism industry – the experiences, the target audiences, the available budgets – demands variety within our co-op programs. In this session for partners of any size, VISIT FLORIDA and Miles Partnership co-op leaders outline five core opportunities: North America, International, Small Business, Regional, and Non-Traditional. Among the opportunities to be shared: Maximize your business across Google’s travel products, further your international reach through Brand USA, and learn how to apply for funding to create a regional brand.
Breakout session sponsored by Arrivalist
3:15 pm - 4:15 pm
ChampionsGate
Planes, Trains, Automobiles and More: A Panel Discussion on the Future of Transportation in Florida and Its Impact on Tourism
Infrastructure development and planning start decades ahead. As Florida’s resident and visitor population continues to grow, come find out how the industry will keep up with the demand. This panel addresses the future of transportation in Florida, from autonomous cars and high-speed rail to smart cities.
Breakout session sponsored by GSTV
3:15 pm - 4:15 pm
Congressional
Up, Down and All Around: Who's Competing for the Sunshine State's Share of Tourism?
Steve Cohen, MMGY Global's Senior Vice President for Research and Insights, presents the latest travel trends from the 28th edition of the Portrait of American Travelers®. From how travelers are inspired to choose their vacation destination to how they go about their booking process to their preferences for specific travel websites, the Portrait® covers it all. The insights give travel marketers a road map for how to convert these searchers into visitors.
Breakout session sponsored by ADARA
3:15 pm - 4:15 pm
Colonial
Advocacy in Action: How DMOs Can Wow the B2G Sector (CANCELLED)
Greg Staley, senior vice president of communications for U.S. Travel, leads a discussion on the organization's new playbook which helps destination marketing organizations navigate scenarios related to the stability of their funding and reputations within their communities. This session provides a toolbox of best practices and messages to resolve potential conflicts and react to budget obstacles.
3:15 pm - 4:15 pm
Royal Melbourne
Breaking Ground and Groundbreaking: The Future Landscape of Hotels in Florida
In Florida, these are boom times for the hotel industry: more rooms added every year, and even greater demand. For decades, Hilton hotels have played a key role in making Florida one of the most popular travel destinations in the world. Andrew Flack, Hilton’s Vice President Regional Marketing and eCommerce Americas, will talk about how, in the golden age of travel, the company is building on its 100-year legacy of innovation to adapt to changing industry trends, bringing greater guest experiences and economic opportunity to the Sunshine State.
Breakout session sponsored by JackRabbit Systems
3:15 pm - 4:15 pm
Royal Dublin
Listen First, Talk Later: Effectively Communicating Before, During and After a Crisis
Crises can arise in our state at any given time, and many of them occur unexpectedly. Having a successful plan depends on preparation, research, and stakeholder activation—all of which require us as destinations to actively listen before we are able to act and respond. Through news monitoring, social listening and partner engagement we can create responses that mitigate visitation losses and maintain positive perceptions about our destinations. In this session, we will share some of those insights and success stories as we work together to be the best prepared destination before, during and after any crisis.
Breakout session sponsored by SPARK.
6:00 pm - 11:00 pm
Disney Springs
Evening Networking Event
Keep the conversation and camaraderie going Thursday night at Disney Springs. Just 25 minutes from ChampionsGate, the dining/entertainment/shopping mecca is our recommendation for the “meetings after the meetings.”
Share intel. Talk business. Add professional contacts.
The night is yours to plan, but here are a couple teasers: complimentary transportation to and from Disney Springs; and three dozen discount offers to use for food and fun.
Your GC18 name badge is your ticket to this exclusive event.

Friday, September 14

8:00 am - 1:00 pm
Rotunda
Registration and Information Desk
The friendly team at the Registration and Information Desk can help you with badge pick-up and onsite registrations, and answer your questions.
8:00 am - 1:00 pm
Oakmont A
Media Room Open
The Media Room is for attending media only. Place your news releases and other pertinent information in this room.
8:00 am - 9:00 am
International Ballroom
Breakfast in the Marketplace
Breakfast will be served buffet-style in the Marketplace.
9:15 am - 10:15 am
Augusta
Audience Segments of the Future: Bleisure and Transformative Travelers, and Why They Matter
The team from Markham & Stein, a full-service advertising agency in Miami, introduces us to Bleisure travelers and explains their impact on Florida tourism moving forward. Working with recent research findings, Markham & Stein will be collaborating with VISIT FLORIDA to identify and target this segment via a 360-degree marketing approach. This session dives into the mindsets of Bleisure and Transformative travelers, and recommends Florida messaging for these segments and the most effective media channels in which to reach them.
9:15 am - 10:15 am
Congressional
Up, Down and All Around: Who's Competing for the Sunshine State's Share of Tourism?
Steve Cohen, MMGY Global's Senior Vice President for Research and Insights, presents the latest travel trends from the 28th edition of the Portrait of American Travelers®. From how travelers are inspired to choose their vacation destination to how they go about their booking process to their preferences for specific travel websites, the Portrait® covers it all. The insights give travel marketers a road map for how to convert these searchers into visitors.
Breakout session sponsored by ADARA
9:15 am - 10:15 am
ChampionsGate
Planes, Trains, Automobiles and More: A Panel Discussion on the Future of Transportation in Florida and Its Impact on Tourism
Infrastructure development and planning start decades ahead. As Florida’s resident and visitor population continues to grow, come find out how the industry will keep up with the demand. This panel addresses the future of transportation in Florida, from autonomous cars and high-speed rail to smart cities.
Breakout session sponsored by GSTV
9:15 am - 10:15 am
Colonial
Advocacy in Action: How DMOs Can Wow the B2G Sector (CANCELLED)
Greg Staley, senior vice president of communications for U.S. Travel, leads a discussion on the organization's new playbook which helps destination marketing organizations navigate scenarios related to the stability of their funding and reputations within their communities. This session provides a toolbox of best practices and messages to resolve potential conflicts and react to budget obstacles.
9:15 am - 10:15 am
Royal Dublin
Listen First, Talk Later: Effectively Communicating Before, During and After a Crisis
Crises can arise in our state at any given time, and many of them occur unexpectedly. Having a successful plan depends on preparation, research, and stakeholder activation—all of which require us as destinations to actively listen before we are able to act and respond. Through news monitoring, social listening and partner engagement we can create responses that mitigate visitation losses and maintain positive perceptions about our destinations. In this session, we will share some of those insights and success stories as we work together to be the best prepared destination before, during and after any crisis.
Breakout session sponsored by SPARK.
9:15 am - 10:15 am
Olympic
Ships on a Rising Tide: VISIT FLORIDA's New Cooperative Marketing Programs
The variety within Florida’s tourism industry – the experiences, the target audiences, the available budgets – demands variety within our co-op programs. In this session for partners of any size, VISIT FLORIDA and Miles Partnership co-op leaders outline five core opportunities: North America, International, Small Business, Regional, and Non-Traditional. Among the opportunities to be shared: Maximize your business across Google’s travel products, further your international reach through Brand USA, and learn how to apply for funding to create a regional brand.
Breakout session sponsored by Arrivalist
10:15 am - 11:15 am
International Ballroom
Refreshment Break in the Marketplace
11:30 am - 12:30 pm
National Ballroom
Closing General Session
The Adventure of Business
Jamie Clarke believes that an adventurer's passion is relevant and transferable for business leaders. He should know. The founder and CEO of the award-winning retailer Live Out There Inc. has adapted skills and lessons from climbing the world’s highest peaks to make his e-commerce business one of the fastest-growing companies in Canada. Clarke draws parallels between the dynamic environments found in the office and in nature to provide business leaders with a framework for success in any competitive setting. How do you adapt to forces outside your control? How do you uphold the mission despite distractions and dangers? Clarke encourages a healthy dose of risk balanced with a measure of humility.
Closing Keynote Session sponsored by HomeAway