2022 Workshop Topics

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8:00 am Registration – Windsor Ballroom 

8:30 am Networking & Introductions – Windsor Ballroom 

9:00 am Welcome – Windsor Ballroom 

9:15 am 2023 Tourism & Destination Marketing Trends – Windsor Ballroom 
Keynote Presentation, Sarah Benoit
The last 3 years have brought deep, long-term, and powerful changes to the travel and tourism world. Explore digital marketing trends, data, and insights that will help inform your communications, advertising, and marketing efforts in 2023. Learn about online behaviors and strategies that can help your organization, business, or region be more successful.

10:15 am Break

10:30 am Concurrent Breakout Sessions

1.  Google Analytics Updates*** – Windsor Ballroom
   Sarah Benoit
   For almost 20 years Universal Google Analytics has set the standard for website tracking. This free tool has become incredibly valuable for businesses and organizations of all sizes all across the country. In 2022, Google announced it will launch a new version of Google Analytics July 1, 2023 called “GA4.”  Learn what is changing with your website tracking and how you can be prepared for one of the biggest changes in Google tracking we have seen since 2005. 
2.  Designing Graphics, Places, and Events People Love*** – Alexander Room
   John Hornsby
   Design is about more than just graphics. It’s about the way you make people feel. Join environmental design expert John Hornsby, owner and founder of Hornsby Creative and Connection Kits, to learn tips for creating graphics that inspire connection, impact communities and increase conversions. Explore the power of using environmental graphics in physical spaces and innovative design strategies to make your events more memorable and engaging.
   
3. Ethical Marketing in Tourism – Victoria Room
   Justin Belleme
   As technology evolves, the line that separates ethical from unethical digital marketing practices moves. To avoid embarrassing and costly mistakes, all businesses, especially purpose-driven businesses, need an ethical marketing policy and strategy. But what does it really mean to be an “ethical” marketer today? In this presentation, Justin Belleme will share an overview of the key topics and best practices for ethical, purpose-driven marketing, especially as it relates to local and tourism marketing.
   

11:45 am Lunch

12:00 pm Media Panel with Asheville Chamber of Commerce – Windsor Ballroom 
Join Erin Leonard from the Asheville Chamber of Commerce as she hosts a media panel with experts from radio, TV, and print to talk about the current state of media and public relations. Learn how things have changed in the last 3 years and how to make your media outreach and pitching more effective.

1:15 pm Concurrent Breakout Sessions

1. The Power of Great Photography*** – Victoria Room
   David Huff
   There’s an old adage in photography that says “The best camera is the one you have with you” This is more true now than ever since we all have a camera on our phone and most of us, myself included, never leave home without it!  It is also true that more of us know much more about photography than was the case 10 years ago. With the advent of cameras on our phones and the rise of a social media landscape for sharing our pictures, most of us have become pretty good amateur photographers.
   Do you want to up your game and master the potential of your phone’s camera? Learn how the professionals capture great images, when the right time to hire a professional is, and the best gear for you to have.
   Don’t forget to bring your phone, and make sure that it is charged, because we will be taking and sharing pictures in this session
2. Working with Your Local Government – Alexander Room
   Chris Cavanaugh
   While the pandemic created new opportunities for rapport between tourism and local government, the need for stronger relationships with both elected officials and staff had been growing long before Covid.  Issues such as destination product development, visitor management, public safety, and revenue allocation have increasingly been in the spotlight as opportunities for both resistance and collaboration. Chris Cavanaugh of Magellan Strategy Group will discuss these and recommend ways of maximizing relationships between you and your local government.
3. How to Bring DEI (Diversity, Equity, and Inclusion) into Tourism Marketing?*** – Windsor Ballroom
   Aisha Adams
   How can you become a leader of diversity, equity, and inclusion? Find out ways you can challenge the old paradigm of DEI thinking as a tourism marketing professional and as an organization, business, or brand. 

2:30 pm Break

2:45 pm Concurrent Breakout Sessions

1. Tips for Making DIY Reels that Engage People*** – Windsor Ballroom
   Aisha Adams
   Reels have fast become one of the most popular forms of content on the Internet. How can you and your brand make the best use of this medium? Get tips and tricks for creating Reels that have an impact.
2. Website Usability Basics*** – Alexander Room
   Joao Barbosa
   UX is a growing field focused on putting customers first and making their experience your #1 priority. An important part of UX is website usability, which focuses on the importance of building and managing websites people want to visit. Learn the latest trends and best practices for making your website a place people want to be and take action. 
3. Google Business Listing Changes & Updates*** – Victoria Room
   Sarah Benoit
   Google Business Listings are an essential tool for any local business that wants to attract local residents and travelers currently nearby. Google Business Listings bring the power of geotargeting, SEO, and customer service together so any brand can attract new and existing customers. Find out how this tool has changed in 2022 and get hands-on tactical support in understanding the different features you have available. 

4:00 pm Closing Remarks – Windsor Ballroom 

4:15 pm Adjourn