Schedule

SCHEDULE OF EVENTS

Tentative Schedule of Events

Tuesday, August 30, 2022

2:00 pm – 5:00 pm

Registration and Information Desk Open
Royal Palm Pre-Assembly
 
For the early birds! Your friendly GC22 registration desk team can assist you with badge pick-up and answer any questions you may have.

Wednesday, August 31, 2021

8:00 am – 6:00 pm

Registration and Information Desk Open
Royal Palm Pre-Assembly
 
Your friendly GC22 registration desk team can assist you with badge pick-up and answer any questions you may have.

10:00 am – 6:00 pm

Media Room Open
Veranda Salon IV
 
For invited media representatives only

12:00 pm – 4:00 pm

Tourism Marketplace Exhibitors Move-In
Royal Palm Ballroom
 
All exhibitors should be set up by 4:00 pm. The tradeshow floor will close for cleaning and to prepare for the Chairman’s Reception.

4:30 pm – 5:30 pm

VISIT FLORIDA Meet & Greet
Estate Ballroom I
 

Meet the VISIT FLORIDA staff from the Public Relations, Promotions and Travel Trade departments.

5:30 pm – 6:30 pm

Chairman’s Reception in the Tourism Marketplace, sponsored by The Boca Raton and The Palm Beaches
Royal Palm Ballroom
Sponsored By:
sponsor-TheBocaRaton
The Boca Raton
Sponsor-ThePalmBeaches
Discover the Palm Beaches

6:30 pm – 9:00 pm

Chairman’s Dinner, sponsored by The Boca Raton and The Palm Beaches
Grand Ballroom Salon E – J
 
Featuring the Chairman’s Speech, the Florida Tourism Hall of Fame Award ceremony sponsored by TripAdvisor, and the Flagler Awards sponsored by Madden Media.
Sponsored By:
sponsor-TheBocaRaton
The Boca Raton
Sponsor-ThePalmBeaches
Discover the Palm Beaches
Sponsor-TripAdvisor2
Tripadvisor
Sponsor-MaddenMedia
Madden Media
awards-Flagler
Awards-HallOfFame

Thursday, September 1, 2022

7:30 am – 5:00 pm

Registration and Information Desk Open
Royal Palm Pre-Assembly
 
Your friendly GC22 registration desk team can assist you with badge pick-up and answer any questions you may have.

8:00 am – 6:00 pm

Media Room Open
Veranda Salon IV

For invited media representatives only

8:00 am – 10:00 am

Breakfast & Opening Keynote Session
Grand Ballroom Salon E – J
 
Featuring the President’s Speech by Dana Young, President & CEO, VISIT FLORIDA; a Marketing Update by Staci Mellman, CMO, VISIT FLORIDA; and a keynote address by Daniel Levine: “Global Trends and the Future of Almost Everything.”
 
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Dana Young
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Staci Mellman
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Daniel Levine
As a business leader, knowing what is now isn’t enough – you also need to know what will be, or you will be left behind.  Tomorrow’s world will look vastly different from today’s, so strap on your jetpack and get ready for an exhilarating “sneak peek” into the contemporary culture of tomorrow. You will be treated to a glimpse of everything that matters – including the future of finance, technology, consumerism, transportation, communication and more. This is your opportunity to ride the waves of the future and leave competitors in your wake.
 
Sponsored By:
Sponsor-MilesPartnership
Miles Partnership

10:00 am – 10:45 am

Refreshment Break in the Tourism Marketplace
Royal Palm Ballroom
Sponsored By:
Sponsor-AAA-Living
AAA Living

10:10 am – 10:30 pm

DMO Spotlight Session: Visit Tampa Bay
Tourism Marketplace, Royal Palm Ballroom

 

Visit Tampa Bay’s Destination Development Mission and its Impact on the Destination’s Brand Promise

In this session, Visit Tampa Bay will share how they are staying on the cutting edge of destination development by creating tourism products that showcase the destination’s many things-to-do. Beyond destination marketing, Visit Tampa Bay’s mission is to steer the visitor experience so the brand promise is fulfilled on every trip made. The BayCrafted Pass and the newly launched Riverwalk Pass are the cornerstones for this effort, but the DMO is just getting started. Join Bandwango and Visit Tampa Bay to hear more about the future of destination development and what’s next!

Speakers: Emilie Harris, Director of Marketing Operations, Bandwango
Patrick Harrison, CMO, Visit Tampa Bay

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Emilie Harris
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Patrick Harrison

10:45 am – 12:00 pm

Breakout Sessions (four)

10:45 am – 12:00 pm

Breakout Session One
Addison West

 

Finding Your Own Pirates & Mermaids: How Emotional Marketing Can Get Guests To Market Your Business For You

With so much competition in the hospitality field these days, it’s hard to make your business stand out. Therefore, it’s important to differentiate yourself from your competitor.  Guests want a different type of experience, and if you can provide that, well they will help you market your business to their friends. In this session we will look at multiple hotels and restaurants as well as examine psychological neuroscience behind consumer habits to see what it takes to not only create a emotional connection, but to get them to market your business for you.

Speaker: Paul Bonnette, Director of Marketing, Days Inn by Wyndham Panama City Beach 

Sponsored By:
Sponsor-Spark
SPARK Branding House
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Paul Bonnette

10:45 am – 12:00 pm

Breakout Session Two
Grand Ballroom Salon D

 

Why You Should Care about Public Relations Measurement

Destinations International has combined efforts with AMEC, the world’s largest media intelligence and insights professional body, to collaborate on establishing public relations and communications measurement guidelines for destination organizations. With the combined efforts of industry leaders and AMEC’s expertise, Destinations International will be releasing a Public Relations and Communications Measurement Guidelines Handbook. This session will provide an overview of the findings from our baseline survey and insights into the future of public relations measurement.

Speakers: Caitlyn Blizzard, Vice-President of Communications, Destinations International
Karyl Leigh Barnes, President, Tourism Development Counsellors International, Destinations International

 
Sponsored By:
Sponsor-Journera
Journera
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Caitlyn Blizzard
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Karyl Leigh Barnes

10:45 am – 12:00 pm

Breakout Session Three
Addison East

 

Tools and Financing Solutions for your Destination’s Workforce Development

This presentation will feature data related to workforce challenges but focus on solutions for DMOs and how destinations partner with local governments to create solutions for the tourism industry.

Speaker: Tiffany Gallagher, Vice President of Operations, Civitas

 
Sponsored By:
Sponsor-ERCProvider
ERC Provider
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Tiffany Gallagher

10:45 am – 12:00 pm

Breakout Session Four
Estate II, III

 

The MICHELIN Guide and Florida

Cynthia Ochterbeck of The MICHELIN Guide will provide an overview of the The MICHELIN Guide in its global context from the work of the inspectors to the Guide’s impact on a destination. Chef Michael Beltran of Michelin one-star Ariete in Miami, will share his personal journey as a restaurateur and the impact the Guide has had on his career and restaurant.

Speakers: Cynthia Ochterbeck, Editorial Director & Travel Industry Relations Manager, The MICHELIN Guide
Michael Beltran, Executive Chef, Ariete Miami
Sponsored By:
Sponsor-GrayDestination
Gray Destination Marketing
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Cynthia Ochterbeck
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Michael Beltran

12:15 pm – 2:30 pm

Lunch and Keynote Session
Grand Ballroom Salon E – J
 

Featuring the Iris D. Larson Awards, Film Florida’s Legends Award, a Hotel Industry Update by Shawn Grenley with STR and a Keynote Session by Dustin Garis: “The Next Frontier of Brand Innovation.”

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Shawn Grenley
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Dustin Garis
Every organization must continuously transform itself to capitalize on the changing world around it. When faced with the challenge of disrupting the world’s largest marketing company (P&G), Dustin Garis integrated lessons from his global expeditions that spanned 40 countries, thousands of consumers, and thought-leaders from the most innovative Fortune 500’s and entrepreneurial ventures. What he uncovered is a brand revolution that focuses on life-enriching experiences. Coined “LifeProfit,” this creates the single most desired brand engagements by consumers, and it’s the engine behind innovative work forces. He will inspire you with a keynote session that takes you on a fascinating journey, transforming the way you approach your brand… and your life.
 
Sponsored By:
Sponsor-Expedia
Expedia Media Group

2:45 pm – 3:30 pm

Refreshment Break in the Tourism Marketplace
Royal Palm Ballroom
Sponsored By:
Sponsor-Expedia
Expedia Media Group

3:00 pm – 3:20 pm

DMO Spotlight Session: Florida’s Space Coast
Tourism Marketplace, Royal Palm Ballroom

 

Maximizing Your Marketing ROI with Florida’s Space Coast

Florida’s Space Coast is not OK spending their marketing dollars without understanding exactly what economic impact is coming back into the destination, so they’re getting direct attribution for everything! Join Florida’s Space Coast Executive Director Peter Cranis and Adara’s Leroy Bridges to dig into their process and how they are measuring hotel revenue for linear TV buys, programmatic, connected TV and everything in-between.

Speakers: Peter Cranis, Executive Director, Space Coast Office of Tourism
Leroy Bridges, Senior Industry Specialist – Tourism, Adara 

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Peter Cranis
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Leroy Bridges

3:30 pm – 4:45 pm

Breakout Sessions (four)

3:30 pm – 4:45 pm

Breakout Session One
Addison West

 

Economic Trends and Travel Megatrends Impacting Florida Tourism

Attendees will get a sense of broader economic and traveler trends that may impact Florida tourism in the next year. North American, European, and South American economies may take unpredictable turns, for good or bad. So we’ll cover what experts are saying about the possibilities for domestic and international demand trends for Florida. We’ll also look at the risks of inflation on travel supply and demand. We’ll also look at broader, multi-year megatrends in shifting consumer demand, such as for new products like glamping, new technologies for automating operations and easing labor troubles. We’ll use practical examples of recently opened and soon-to-open hotel projects in Florida to talk about upcoming trends and keep everything practically related to Florida tourism.

Speaker: Sean O’Neill, Senior Hospitality Editor, Skift

Sponsored By:
Sponsor-KeyData
Key Data
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Sean O'Neill

3:30 pm – 4:45 pm

Breakout Session Two
Grand Ballroom Salon D

 

Trends, Opportunities and Challenges in the Meetings Industry

This session will feature a moderated panel discussion with representatives from a Florida DMO, Florida hotel and a Florida=based meeting planner, having a conversation on today’s meeting and incentive planning trends, challenges and opportunities:

a) What are top priorities for planners, program owners and participants?  How are hotels and DMOs responding?
b) What are planners looking for in future destinations?
c) How are DMOs tapping into intellectual capitals in market to assist?
d) How key is sustainability in programs?  Hotel Response.
e) Trends in F&B and creative ways hotels are adapting to food costs and supply chain.

 

Moderator: Shalise DeMott, Vice President of Sales, Northstar Meetings Group
Panelists: Emily Snyder, Chief Sales Officer, The Boca Raton
Tracy Wallach, Event Lead, JM Family
Mike Waterman, Chief Sales Officer, Visit Orlando

 

 

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Emily Snyder
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Tracy Wallach
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Mike Waterman
Sponsored By:
Sponsor-Wander2
Wander
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Shalise DeMott

3:30 pm – 4:45 pm

Breakout Session Three
Estate II, III

 

Storytelling Though Florida’s Food: The Hidden Flavor

At 117 years, the Columbia Restaurant in Tampa is Florida’s Oldest Restaurant. A key to success, in addition to 5 generations of family ownership, is how it harnesses storytelling to add extra flavor to the customer experience and extra power in marketing. That recipe also includes the Columbia Restaurant Group’s other brands: Ulele, Goody Goody Burgers, Casa Santo Stefano and Cafe Con Leche Ybor City. This session will model the ways that the Columbia group effectively deploys storytelling on everything from menus to social media.

 

Speaker: Jeff Houck, Vice President of Marketing, Columbia Restaurant Group

Sponsored By:
Sponsor-Spark
SPARK Branding House
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Jeff Houck

3:30 pm – 4:45 pm

Breakout Session Four
Addison East

 

Brand USA International Update

Learn about the current international travel landscape and recent international marketing research from Brand USA’s Director of Partner Engagement Chris Ellis as he discusses how Brand USA uses those insights to inform its strategy.

Sponsored By:
Sponsor-Simpleview
Simpleview
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Chris Ellis

6:30 pm – 9:00 pm

Networking Evening Event featuring the Gypsy Lane Band
Grand Ballroom Salon A – D
 

Network, enjoy delicious food and beverage and dance the night away with the Gypsy Lane Band, the eight person South Florida’s premier variety show band! What makes this band special, besides seeing them all hyped on stage are their deep roots in awesome music! The original members were the backing musicians for groups as the Village People, Ritchie Family, Instant Funk, etc. After performing with such artists as Patti La Belle, Cindy Lauper and Lou Rawls and recording with the O’Jays, James Brown, Tito Puente Jr and 2 Unlimited, just to name a few, two of the original members brought Gypsy Lane back here in Florida! They play everything from mo’town to reggae, from soul to funk and from disco to hip hop!

 

Friday, September 2, 2022

7:30 am – 1:00 pm

Registration and Information Desk Open
Royal Palm Pre-Assembly
 
Your friendly GC22 registration desk team can assist you with badge pick-up and answer any questions you may have.

8:00 am – 9:00 am

Breakfast in the Tourism Marketplace
Royal Palm Ballroom
Sponsored By:
Sponsor-Florida511
Florida 511

8:00 am – 12:00 pm

Media Room Open
Veranda Salon IV
 
For invited media representatives only

8:30 am – 8:50 am

DMO Spotlight Session: Experience Kissimmee
Tourism Marketplace, Royal Palm Ballroom

 

How Experience Kissimmee Accelerated Osceola County’s Pandemic Recovery

Tourism is the largest sector of Osceola County’s economy, with an estimated impact of $5.3 billion in 2017. Just before the pandemic, Experience Kissimmee was responsible for approximately 5.5% of the local visitor economy, representing more than $300 million in impact. But with travel halting in March 2020, the county saw the visitor economy shrink by nearly 25%. With support from the Board of County Commissioners and County Administration, Experience Kissimmee led a triumphant and unbelievable resurgence, staking a nearly 13% share of the visitor economy.

Speaker: Jason Holic, Vice President of Business Applications & Insights, Experience Kissimmee

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Jason Holic

9:00 am – 10:15 am

Breakout Sessions (four)

9:00 am – 10:15 am

Breakout Session One
Addison West

 

Leveraging Digital Opportunities for Hotels

In today’s online landscape, there is no shortage of digital channels to choose from. Join us in this session to understand which platforms have the big impact, what content really matters, and why you should invest time into maintaining your customer-facing presence on Google, TripAdvisor, and Bing. Uncover how to leverage both paid and organic opportunities as part of your marketing mix.

Speaker: Angela Vaughn, Director of Marketing & Operations, Hospitality Division, Miles Partnership

 
Sponsored By:
Sponsor-Sojern
Sojern
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Angela Vaughn

9:00 am – 10:15 am

Breakout Session Two
Grand Ballroom Salon D

 

Pitch It or Keep It: 4 Hot Topics in the DMO Industry

Sustainable tourism!  Talent acquisition and retention!  Metrics and data, and the rise of destination intelligence!  The DMO industry is evolving at a rapid pace, and the topics and challenges that matter most to you are changing almost by the day.  Join our speakers, Matt Clement with Madden Media and Patrick Harrison with Visit Tampa Bay, to hear a lively debate on today’s biggest industry questions, and even roll up your own sleeves to debate these hot topics amongst your peers.

Speakers: Matt Clement, Managing Partner, Madden Media
Patrick Harrison, Chief Marketing Officer, Visit Tampa Bay

 
 
Sponsored By:
Sponsor-Bandwango
Bandwango
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Matt Clement
Headshot-PatrickHarrison
Patrick Harrison

9:00 am – 10:15 am

Breakout Session Three
Addison East

 

REELING in the Followers

In this session we will learn how to create quick, simple and high converting reels that will draw in new ideal customers. We’ll also learn how business owners can fit reels into their already busy schedule to create a REEL plan that will grow your sales!!!

Speaker: Brandee Gaar, Owner, Blush by Brandee Gaar 

Sponsored By:
Sponsor-ATT
Advance Travel & Tourism
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Brandee Gaar

9:00 am – 10:15 am

Breakout Session Four
Estate II, III

 

Wheel the World: Empowering Travelers Through Accessibility

Travelers with mobility disabilities spend $58.2 billion per year on travel and go on leisure trips with nearly the same frequency as those without mobility issues, and yet this audience is frequently overlooked by travel providers. Wheel the World is a travel booking site with the mission of making the world more accessible. Discover the needs of this market and how your travel organization can be a part of the solution through the company’s innovative Accessibility Mapping System and Wheel the World Academy, a program for travel professionals to learn more about accessible tourism, disabilities, and universal design.

Speakers: Shatia Mason, Communications Manager, Wheel the World

Sponsored By:
Sponsor-Atmosphere
Atmosphere
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Shatia Mason

10:15 am – 11:00 am

Refreshment Break in the Tourism Marketplace
Royal Palm Ballroom

10:30 am – 10:50 am

DMO Spotlight Session: Gulf County
Tourism Marketplace, Royal Palm Ballroom

 

How Do You Market The Other Florida?

Everyone knows Orlando, Miami, Tampa, etc., but the Panhandle of Florida is a different market and requires different marketing techniques. The Gulf County, Florida TDC conducted a two-sided campaign in 2021 to 1) attract tourists who would appreciate and care for Gulf County’s unique ecology and 2) to educate locals on the importance of responsible tourism to the local economy.

Speakers: Kelli Godwin, Executive Director, Gulf County TDC
Adrianne Glass, Marketing Director, Gulf County TDC
Kevin Elliott, Producer, Wewa Films

 
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Kelli Godwin
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Adrianne Glass
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Kevin Elliott

11:00 am – 12:30 pm

Closing Keynote Session
Grand Ballroom Salon E – J
 
Featuring a Keynote Session by Ginny Clarke: “Employee Retention: Addressing the “Great Resignation” and the “War for Talent.”
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Ginny Clarke
As organizations navigate their way through the rapidly shrinking workforce and the implications on their productivity and growth, retention has become the rallying cry of the day in light of the “Great Resignation.” While we all seem to be able to point to what employees want, we don’t seem to be giving it to them. Having been an executive recruiter at a top global firm and the architect behind Google’s Internal Mobility Program for senior leaders, Ginny Clarke provides an expert perspective on the issues driving the current “War for Talent.” In this talk, she shares the intricacies of how to fortify your talent infrastructure to not only retain your top talent, but to attract new talent in support of your strategic objectives.
Sponsored By:
Sponsor-FAU
FAU