EVENT DETAIL
HSMAI Resort Business Summit & Customer Connection
Date: May 03, 2010 - May 04, 2010
Location: PGA National, Palm Beach Gardens, FL
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Agenda | Speakers
Why YOU Should Attend | Who is Attending
Housing Information | Register Today!
The HSMAI Resort Business Summit & Customer Connection is brought to you by the thought leaders of emerging resort marketing best practices – the HSMAI Resort Marketing Advisory Board.
In response to the changing needs of our resort members, HSMAI and the Resort Marketing Advisory Board have created the new HSMAI Resort Business Summit & Customer Connection. It will focus exclusively on resort marketing and will include a customer event that brings you face-to-face with meeting & incentive planners who do business with resorts
You’ll learn about the latest trends and best practices in this sector – and what they can mean to you and your company – from the industry experts behind resources such as the Meeting Mean Business Communications Toolkit and the Resort Best Practices Initiative.
It is a not-to-miss event especially if you are a resort sales or marketing professional with direct responsibility for marketing, sales and revenue optimization.
The summit will address the issues and challenges that you are facing, summarize the implications, and provide solutions and strategies for 2010 and beyond.
HSMAI Resort Business Summit & Customer Connection
May 3-4, 2010
PGA National Resort & Spa
Palm Beach Gardens, Florida
AGENDA
Monday, May 3, 2010
noon – 5:30 pm: HSMAI Resort Best Practices Initiative Subscribers Annual Meeting (by invitation only)
6:00 pm: Resort Business Summit Opening Reception
Tuesday, May 4, 2010
7:30 am – 3:30 pm: Resort Business Summit
- This one-day program that will give you actionable ideas to implement immediately to address the hottest issues of the moment, like Using Social Media as a Business Development Tool and Generating Revenue in a Recession (and Recovery) and other topics identified as most important and timely to resort sales & marketing professionals.
7:30 - 8:00 am: Breakfast with Summit Partners
8:00 - 8:15 am: Welcome
8:15 - 9:15 am: I'm Going to Tweet You Up
- Presented by Michael Tchong, Ubbercool LLC
- A captivating and internationally acclaimed speaker, Michael Tchong's singular perspective has earned him recognition as the forward thinker of the information age. He will set the stage for the day’s focus on innovation in resort marketing by covering a range of trends affecting the business – from consumer behavior and group business to trends in social media and online marketing. Michael will open your eyes, stimulate your thinking, and help you keep up with the trends affecting your business.
9:15 - 11:45 am: Digital Strategy for Business Development (Networking Break with Summit Partners from 10:15 - 10:45 am)
- Presented by David Atkins, Principal, Digital DNA Infusion - Your Digital Experts Network
- Employing digital resources is top of mind throughout the resort sector. What should you do? How can you get ROI? How can you actually develop business? How should you staff these initiatives? What are the best tactics to deploy?
This workshop will focus on the strategies and tactics that ensure maximum return on your digital strategy – from Search Engine Marketing (SEM) and Social Media to Mobile Marketing and Video. Regardless of the digital strategy component, the focus will be on how to use them, how to monetize them, how to distribute them and how to make them social.
Attendees will leave understanding what they can do to grow their business and things that can take home and implement immediately.
11:45 - 1:00 pm: Resort Marketer of the Year Luncheon
- The 2010 Resort Marketer of the Year Award honors individual leadership and achievement in the field of resort marketing.
1:00 - 2:00 pm: Best Practices - Generating Revenue in a Recession & Reset
- Moderated by Cindy Estis Green, Managing Partner, The Estis Group
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Resorts will continue to be challenged to generate revenue in an economy troubled by recession and a slow recovery, and aggravated by a national level political pushback on resort meetings. Even in this environment, in the consumer market there are proven initiatives that move the needle on the top line.
Think about what initiatives you undertook in the last year to stimulate revenue in this most hostile of climates. What triggered the phone to ring or the Reserve Now button to get clicked on your website? Share those successes while gaining insights from other resort marketing experts. Both online and offline channels will be examined from a reservation as well as a promotional messaging perspective – from opportunities in brand awareness to capturing higher conversions on the phone and the resort.com website to using social media and other non-transactional websites to drive quality traffic. How do you track it? How do you know when it worked? What is a reasonable ROI?
The focus of this interactive discussion will be on initiatives that deliver high ROIs and can be leveraged to get the resort industry moving forward.
2:00 - 3:15 pm: Listening to (and Learning from) the Voice of the Resort Customer
- Take part in this spirited discussion with resort customers representing the association, government, corporate, and incentive markets.
You’ll hear their strategic thoughts and discover what’s going on in their sectors. This dialogue about the trends, changes, and developments emerging in their respective niches will include plenty of time for Q&A. You’ll gain valuable insights into what your customers want and need, and what they see on the horizon.
Moderated by Karen Smith, VP/Brand Solutions, Meetings Media
Panelists:
- Joost de Meyer, CMM, CITE, Chairman & CEO, First Incentive Travel
- Dan Meister, CMP, President, Meister Meeting Services
- Dahlton Bennington, CMM, CMP, Director of Meeting Services, SFN Group
3:15 - 3:30 pm: Closing & Wrap Up
4:30 pm - 7:00 pm: Customer Connection
- Limited to 30 resorts, this informative and interactive customer event will connect meeting and incentive professionals with resort executives. Invitations will be extended to qualified planners throughout the Southeast. A 3:1 ratio of meeting and incentive event professionals to resorts is expected.
- Participating resorts are encouraged to contribute a stay/prize package to be part of prize drawings for attending planners. To confirm your commitment, complete and return the Contribution Form.
- Entertainment opportunities follow the evening reception for 1-on-1 dinners and on Wednesday for discounted golf rounds, and personal appointments with these planners.
- The keynote program will be Reinventing Your Meeting Business.
- Presented by by Michael Tchong, Ubbercool LLC
- Face-to-face events are under siege. And never more so than in the past year. Yet the fact remains that despite negative press, “offline social engagement” remains the powerful way for companies to interact with customers and prospects. So how can you leverage technology and trends to reinvent your business, and boost return on investment on your organization’s meetings, events and incentives?
Michael Tchong, a renowned trend analyst who inspires and transforms audiences worldwide, will explore the latest market trends affecting your business, while highlighting the role of innovation — on both lifestyle and technology fronts — plays in producing memorable events that meet business objectives.
SPEAKERS
David Atkins
As Principal of Digital DNA Infusion - Your Digital Experts Network, and incoming Chair of the HSMAI Americas Board of Directors, David has a deep passion for all things digital. His significant experience, on and offline, has including working with industry-leading companies such as ABC, American Express, CBS, Citysearch, Disney, eBay, Google, Hilton, Hyatt, Marriott, Monster, MSN, NBC/Universal, Outrigger Hotels, Ticketmaster, Starwood, and Yahoo.
David was a founding shareholder at Expedia, serving as Vice President of Business Development of Expedia, Inc. where he oversaw cross company initiatives, distribution relationships, the media businesses, and search engine marketing. David was a key executive on the Expedia Brand team, helping drive unique online and offline brand programs including brand extensions, PR and promotions. After his time at Expedia, he served as the Senior Vice President of Revenue for Freedom Interactive where he was responsible for recruiting and managing the revenue generation, strategy, product, advertising, business development and operation teams that served 200+ digital assets. He was a VP and GM at Interval International, a part of the InterActive Corp family of brands. David also helped found, lead and launch LiveItUp.com, and has more than 10 years involvement with franchise, business and real estate development with such companies as McDonald's, Chevron and Wal-Mart.
Cindy Estis Green
Cindy Estis Green is managing partner of The Estis Group and has thirty years of hospitality industry experience. With an MBA in Marketing and a BS from the Cornell University School of Hotel Administration, she has worked extensively in hospitality and destination marketing. Cindy spent seven years with Hilton International as head of corporate marketing information systems and research and as a general manager for the Vista hotel brand. After starting up the marketing consultancy, Driving Revenue, and selling it to Pegasus Systems, Cindy is now managing partner of The Estis Group, providing strategic marketing consulting to travel organizations in the areas of sales and marketing best practices, distribution strategy, internet marketing, revenue management and customer relationship management.
A frequent speaker at national conferences and author of many groundbreaking industry reports, most notably Demystifying Distribution, Demystifying Distribution 2.0, and The Travel Marketers Guide to Social Media and Social Networks, she was named one of the top 25 most extraordinary minds in hospitality sales and marketing by HSMAI.
Michael Tchong
Michael is a transformational speaker who tracks trends to inspire businesses around the world. He developed his ability to ride emerging waves early at ad agency icons DDB and Chiat/Day, and then used those talents to help pioneer such emerging trends as desktop publishing, personal communication, Internet research and online marketing. Now he has combined branded entertainment and social media in an ubercool start-up that aims to reinvent America.
WHY YOU SHOULD ATTEND
- Practical, applicable, concrete take-aways – The summit is being designed so that for every topic covered, you'll leave with actionable knowledge, tools and resource you can take home and start implementing immediately to drive revenue and results. You’ll benefit from short term strategic initiatives no matter your season status.
- Learning from others – Past attendees have highly rated the networking opportunities at HSMAI events, so we've built into the program time for informal discussions, and robust dialogue between speakers and attendees.
- Targeted content – This is not a cookie-cutter industry conference. It is specific to resorts, and specific to sales & marketing professionals who work for resorts.
WHO IS ATTENDING
Some of the resort executives planning to be there include:
- Tom Bewley, Director of Sales & Marketing, Kiawah Island Golf Resort
- Michelle Bozoki, Director of Marketing Communications, Marriott and Renaissance Caribbean and Mexico Resorts
- Barry Brown, Director of Sales & Marketing, Hotel del Coronado
- Michael Garrow, CMP, Vice President of Sales And Marketing, Kingsmill Resort & Spa
- Perry Goodbar, Vice President Hospitality Sales & Business Development, The Resort Collection of Colonial Williamsburg
- Alex Gregory, Director of Sales and Marketing, Royal Palms Resort and Spa
- Tjibbe Lambers, Director of Marketing Analytics, Hershey Entertainment & Resorts
- Tracey Latkovic, VP of Sales, Marketing & Revenue Development, PGA National Resort & Spa
- Shelley Meszoly, Regional Director of Sales & Marketing, The Fairmont Southhampton
- Jim Mostad, Director of Sales, The Breakers
- Tom Pashley, Executive Vice President, Marketing, Pinehurst Resort
- Kevin Rosa, Director of Marketing & Sales, The Sagamore
- John Washko, Vice President of Sales & Marketing, The Broadmoor
HOUSING INFORMATION
The legend of PGA National Resort & Spa begins with golf. Lush, rolling fairways and the crisp snap of colorful flags. Whether you want to tee off, tone up, or just refresh, you'll find it all at this AAA Four Diamond luxury golf resort in Florida. It all adds up to an experience unlike any other. Visit www.pgaresort.com for more information.
Rooms are available for $229 (single/double). To make your reservation, please call the reservation department at 1-561-627-2000, extension 6000. Any agent that answers will be able to assist you.
REGISTER TODAY!
HSMAI Member Registration Options
- Summit & Customer Connection (by April 16) – $995 (limited to first 30 resorts)
- Summit & Customer Connection (after April 16) – $1195
- Summit Only (by April 16) – $495
- Summit Only (after April 16) – $595
- Multiple Resort Executive (2nd+ executive from a resort registered at one of the above rates) – $295
- Faculty/Student Summit Only – $248
Non-Member Registration Options
- *Summit & Customer Connection (by April 16) – $1195 (limited to first 30 resorts)
- *Summit & Customer Connection (after April 16) – $1395
- *Summit Only (by April 16) – $695
- *Summit Only (after April 16) – $795
- Multiple Resort Executive (2nd+ executive from a resort registered at one of the above rates) – $295
*includes one year of HSMAI membership (a $350 value)
Register Now!
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