2017 Florida Governor's Conference Printable Schedule


Sunday, August 27th

3:00 pm - 5:00 pm
Great Hall Foyer
Registration & Information Desk
The friendly team at the Registration & Information Desk is available for badge pick-up, onsite registrations and to answer any questions you may have.  
3:00 pm - 5:00 pm
Meeting Room 216
VISIT FLORIDA Finance Committee Meeting

Monday, August 28th

8:00 am - 6:00 pm
Great Hall Foyer
Registration & Information Desk
The friendly team at the Registration & Information Desk is available for badge pick-up, onsite registrations and to answer any questions you may have.
9:00 am - 12:00 pm
Atlantic Ballroom 1 - 2
VISIT FLORIDA Board of Directors Meeting
10:00 am - 6:00 pm
Meeting Room 216
Media Room Open
The Media Room is for attending media representatives only. Attendees, feel free to place your news releases or other pertinent information in this room. Media representatives, do you need assistance arranging interviews with key tourism industry executives? Please contact Kathy Torian, Corporate Communication Manager, at 850-345-6494 or ktorian@VISITFLORIDA.org.
12:00 pm - 5:00 pm
Great Hall 1 and 3
Marketplace Exhibitors Move-In
1:30 pm - 3:30 pm
Brightline Train Station
Pre-conference activity: VIP tour of the new Brightline Fort Lauderdale train station
Tour the Brightline Station in Fort Lauderdale. Brightline, the new privately-funded express intercity train service that connects Fort Lauderdale to West Palm Beach and Miami launches later this year. Feel free to use your own transportation to the station which is located at 110 NW 4th Avenue, Fort Lauderdale, Florida 33004
2:30 pm - 4:00 pm
Atlantic Ballroom 3
CMO Roundtable
A candid discussion among top industry leaders about critical issues facing tourism and destination marketers in Florida. VISIT FLORIDA, in tandem with key tourism executives, will review and discuss responses from the two DMO/CMO surveys. This intimate gathering is designed to equip key decision makers within the industry with intelligence and the tools to develop strategic plans that will help tackle issues facing the Florida tourism industry.
5:30 pm - 6:30 pm
Great Hall 1 and 3
Chairman's Reception
The Chairman's Reception is sponsored by TripAdvisor.
6:30 pm - 9:00 pm
Great Hall 4 - 6
Chairman's Dinner feat. the Flagler Awards, Florida Tourism Hall of Fame Award & the Iris D. Larson Awards
Bob Kulhan, CEO of Business Improv, will be the Master of Ceremonies. The Chairman's Dinner is sponsored by TripAdvisor. The Flagler Awards are sponsored by Madden Media.

Tuesday, August 29th

7:30 am - 6:00 pm
Great Hall Foyer
Registration & Information Desk
The friendly team at the Registration & Information Desk is available for badge pick-up, onsite registrations and to answer any questions you may have.
8:00 am - 10:15 am
Great Hall 4 - 6
Breakfast & Opening General Session
The Breakfast and Opening General Session is sponsored by Miles Partnership. Dustin Bomar's keynote address is sponsored by Fexy Media. Lynne Lancaster's keynote address is sponsored by Crowdriff Featuring remarks by Ken Lawson, CEO of VISIT FLORIDA and keynote addresses by Dustin Bomar, Head of Industry, Travel at Google and Lynne Lancaster, Generational Expert.  
"Google & The Future of Travel" Dustin Bomar Google shares the latest travel trends and insights as well as the core themes that they are focusing on in developing travel and destination content: Better Discovery, More Personalization, and Universal Assistance. In this session we will cover the travelers’ shift to assistance and how Google is starting to use Machine Learning/AI to power their travel platform. This is framed against Google’s key Travel Pillars of Dream, Plan, Book and Experience.   "Selling & Marketing to the Generations" Lynne Lancaster Markets are becoming increasingly segmented and one size no longer fits all clients and customers. Lynne's presentation reveals the hot buttons and preferences of Traditionalists, Boomers, Xers, and Millennials that marketers and sales people need to know to connect. This isn't about inventing a new selling system--it's about adding a generational lens to your already successful approach.
8:00 am - 6:00 pm
Meeting Room 216
Media Room Open
The Media Room is for attending media representatives only. Attendees, feel free to place your news releases or other pertinent information in this room. Media representatives, do you need assistance arranging interviews with key tourism industry executives? Please contact Kathy Torian, Corporate Communication Manager, at 850-345-6494 or ktorian@VISITFLORIDA.org.
10:15 am - 10:45 am
Great Hall 1 and 3
Refreshment Break in the Marketplace
10:45 am - 12:00 pm
Atlantic Ballroom 3
Break-Out Session: Reaching the Modern Traveler - New Research Highlighting Social Media Behaviors and Preferences
This Break-Out Session is sponsored by Viant. Today, destinations are investing an increasing amount of time and budget into social media. The industry has realized that today’s travelers are finding their inspiration on social media and digital platforms. To keep up and reach consumers where they are, destinations are moving more budgets to this form of marketing. Chute surveyed hundreds of U.S. consumers who have traveled overnight in the past year to better understand their preferences and opinions on destinations’ social presences and to also to get a better understanding of their personal sharing habits.
10:45 am - 12:00 pm
Great Hall 2
Break-Out Session: Get Integrated, Not Just Involved
This Break-Out Session is sponsored by Adobe. An overview of VISIT FLORIDA’s FY17-18 Marketing Plan including strategies, tactics and participation opportunities for Partners. Senior staff will unveil opportunities ranging from North American and International Advertising Cooperatives to tradeshows and grants for both large and small Partners. TripTuner will teach VISIT FLORIDA partners how they can harness the power of inspiration to engage and attract more travelers. This session promises to give Partners the takeaways to better integrate themselves with VISIT FLORIDA’s marketing opportunities and programs, not just be involved in them.
10:45 am - 12:00 pm
Atlantic Ballroom 2
Break-Out Session: Connecting with China's Outbound and Online Travel Consumer
This Break-Out Session is sponsored by Arrivalist. In this session we will discuss China's growing outbound and online travel market, to better prepare Florida's tourism stakeholders as they compete for the Chinese travel consumer. We will look at market size and growth forecasts, origin market preferences, explore trends in technology and shopping preferences for China's traveler base, the various channels that Florida's travel and tourism organizations should focus on in their marketing efforts, as well as the various partnerships and investments that China's travel industry has already made here in the United States.
10:45 am - 12:00 pm
Atlantic Ballroom 1
Break-Out Session: Racing to the Frontline of Innovation
This session is sponsored by Jack Rabbit Systems. Please join this panel discussion with a diverse set of industry leaders on how to take an innovative idea from inception to execution.
12:00 pm - 1:30 pm
Great Hall 4 - 6
Lunch, sponsored by Airbnb
This Lunch is sponsored by Airbnb. Featuring remarks by Ken Lawson, President & CEO of VISIT FLORIDA and Cissy Proctor, Executive Director at the Florida Department of Economic Opportunity.
1:45 pm - 3:00 pm
Atlantic Ballroom 3
Break-Out Session: Leveraging Immersive Technology to Drive Business - Elevated Experiences & Emotional Marketing
This Break-Out Session is sponsored by ScreenVision Media. Josh is an award-winning creative and founder of the experiential agency Fake Love. His focus establishes relationships between art and technology to drive immersive relationships between consumers and brands. He's forged cutting edge creative business opportunities and award winning global campaigns for fortune 50 companies.
1:45 pm - 3:00 pm
Great Hall 2
Break-Out Session: Air Service Trends and Challenges
This panel includes top airline executives from some of the largest airports across the state. Listen in as the panelists discuss the current trends among air service, upcoming challenges and opportunities in addition to crisis management strategies and tactics. This session promises to be an engaging and educational session for all sectors of the tourism industry.
1:45 pm - 3:00 pm
Atlantic Ballroom 1
Break-Out Session: MICE Market Digital Strategy
This Break-Out Session is sponsored by Northstar Media. In the dynamic digital landscape, marketers are faced with an ever-expanding array of options, challenges and opportunities. From data, platforms and tools to new channels and tactics. All budgets are finite regardless of size, so how do you best allocate resources, set strategy and execute to drive optimal performance? Northstar will share insights, best practices and proven tactics to successfully engage meeting planners and incentive buyers, as well as a forward look at the trends of tomorrow that marketers need to be aware of now.
1:45 pm - 3:00 pm
Atlantic Ballroom 2
Break-Out Session: Canada 2.0: The 'New' Canadian Traveler
This Break-Out Session is sponsored by Arrivalist. Canada is considered diverse, and with new Canadians being welcome each day it is important to look at how the landscape has changed. We will look at the changes in the Canadian market, how it has changed over the years and what to look ahead for in effectively reaching this important market.
3:00 pm - 3:30 pm
Great Hall 1 and 3
Refreshment Break in the Marketplace
The Refreshment Break is sponsored by Mod Op.
3:30 pm - 4:45 pm
Great Hall 4 - 6
General Session: Marketing Tactics in the Attractions Industry
This General Session is sponsored by Expedia Media Solutions. Moderated by Bob Kulhan A panel discussion about current Marketing Strategies, the attractions’ new summer openings and why the attractions sector is important to the health of the entire tourism industry as a whole.
6:30 pm - 9:00 pm
The Village at Gulfstream Park
Evening Event hosted by the Greater Fort Lauderdale CVB and The Village at Gulfstream Park
This event is hosted by Greater Fort Lauderdale Convention & Visitors Bureau and Gulfstream Park. Buses will depart from the conference porte-cochere at 6:15 PM. The Village at Gulfstream Park is one of South Florida’s premier outdoor shopping and entertainment destinations located adjacent to the legendary Gulfstream Park, and just 10 minutes away from The Diplomat Beach Resort. A fun evening at the Village’s Sports of Kings venue is planned, with entertainment and fantastic dining. After the event join the after party for an amazing vibe with music and fun at PlugIN.  This is a VIP event for conference attendees with limited space so be sure to collect your wristbands upon arrival.  For those looking for something different, you can also hit the lanes at Stirke10 for some Bowling or simply stroll the village to explore other entertainment options.

Wednesday, August 30th

8:00 am - 1:00 pm
Great Hall Foyer
Registration & Information Desk
The friendly team at the Registration & Information Desk is available for badge pick-up, onsite registrations and to answer any questions you may have.
8:00 am - 1:00 pm
Meeting Room 216
Media Room Open
The Media Room is for attending media representatives only. Attendees, feel free to place your news releases or other pertinent information in this room. Media representatives, do you need assistance arranging interviews with key tourism industry executives? Please contact Kathy Torian, Corporate Communication Manager, at 850-345-6494 or ktorian@VISITFLORIDA.org.
8:00 am - 9:00 am
Great Hall 1 and 3
Breakfast in the Marketplace
Breakfast will be served buffet -style in the Marketplace.
9:00 am - 10:15 am
Atlantic Ballroom 2
Break-Out Session: Now is the time to invest in Brazil. Don’t miss the chance!
This Break-Out Session is sponsored by Univision. Brazil is back and strong. Join me at this session to know why to invest in the Brazilian market. Let´s go through the real economic and political situation as well future indications and forecast for Brazil. Don´t miss the opportunity to understand the Brazilian´s traveler’s behavior, media landscape and how to communicate with Brazilians. Be aware of the Brazilian travel industry updates including big players, niches, trends and opportunities.
9:00 am - 10:15 am
Atlantic Ballroom 3
Break-Out Session: Mobile Matters - Five Tips to Engage Travelers Via Mobile
This Break-Out Session is sponsored by Arrivalist. Travelzoo’s global travel trends survey revealed more than 69% of travelers booked a hotel via their mobile device. And more travelers researched their vacation via mobile. Learn five actionable tips to engage visitors and drive business via mobile.
9:00 am - 10:15 am
Atlantic Ballroom 1
Break-Out Session: Don't be Intimidated by all the "Big Data".....Harness it to Power More Effective Sales and Marketing Strategies
This Break-Out Session is sponsored by Viant What problems challenge your Sales and Marketing team the most? Is it the warm weather in New England when it was supposed to be 20 degrees and snowing? Is it the hotel property down the street securing all of the groups you want? Or maybe it is knowing in advance that demand in the market is higher or lower than anticipated so you can take action. "Big Data" is definitely the buzzword of today not only in travel but all industries. The advances in technology over the last decade have increased our ability to capture and utilize all the incredible data (including weather, events and more) that is being generated every second of every day. It can seem overwhelming, but you can put this technology to work for you. In this session we will talk about the ways data can help power more effective marketing campaigns and generate sales leads to help propel you ahead of your competition. All without you having to get a second degree in Mathematics and Statistics!
9:00 am - 10:15 am
Great Hall 2
Break-Out Session: An Update on Florida's Economy
Both domestic and international factors are affecting the current and future paths of Florida’s economy. Which factors will have the most impact, and will Florida be flexible enough to react to them?
10:15 am - 10:45 am
Great Hall 1 and 3
Refreshment Break in the Marketplace
10:45 am - 12:00 pm
Great Hall 4 - 6
Closing General Session: "UnMarketing: Stop Marketing, Start Engaging" by Scott Stratten
This Session is sponsored by Olympusat. Keynote is sponsored by The Florida Lottery. The tried and true ways of marketing have turned into tired and old, not to mention ineffective. The ability to build relationships and be heard by your market has never been greater, but overwhelming when trying to determine what tools to use. This session covers both online and offline methods of staying in front of your target audience, so when they have the need to buy, they choose you. From social media, to traditional local events, there are proven ways to connect more than ever before and after this session you have the practical tools to implement the tactics right away.