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ALL OF THETRAINING YOU NEEDTO ATTRACT MOREVISITORS TO YOURDESTINATIONDESTINATIONS FLORIDADestination MarketingSummitMay 19-21, 2021Embassy SuitesSt. Augustine BeachOceanfront ResortSt. Augustine, FloridaA program of education designed for tourism specialties to share information and helpdestination marketers attract more customers to their communities. Detailed education that can be applied immediately to bring more visitors to your destination Education sessions that serve many different professionals within your DMO Opportunity to gain insights from your peers throughout Florida onhow to build better community partnerships within the industryand with organizations outside of the traditional tourism industry Interactive discussion with VISIT FLORIDA on the direction ofthe destination marketing industry.
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SCHEDULE AT A GLANCEWednesday, May 19, 202110:00 AM – 1:00 PMBoard of Directors Meeting and Working Lunch2:00 PM – 3:00 PMDiversity & Inclusion - Forward Thinking, Forward Moving3:00 PM – 4:00 PMDestination Optimization – Creating Consumer Confidence to Drive Recovery4:15 PM – 5:15 PMTrends & Insights for Travel Industry Recovery5:30 PM – 7:00 PMWelcome Reception at Embassy Suites St. Augustine Beach Oceanfront Resort7:00 PMDinner on ownThursday, May 20, 20218:00 AM – 9:00 AMNetworking Breakfast9:00 AM – 10:00 AMConsumer Sentiment Drives Marketing Strategy During the Pandemic10:00 AM – 11:00 AMFinding a Data Unicorn to Make Your Case: Using Data to Track the Value of Events,Enlighten Your Stakeholders & Transform Your Organization11:15 AM – 12:15 PMLeveraging Machine Learning & Micro Conversions to Receivethe Best Quality Site Traffic12:15 PM – 1:30 PMNetworking Luncheon1:30 PM – 2:30 PMBrand Assessment & Developing a Brand Strategy2:30 PM – 3:30 PMImpactulator: Establishing the Value of a Shared Community Asset3:45 PM – 4:45 PMBe Our Guest: Understanding & Welcoming Underserved Traveler Groups5:30 PM – 8:30 PMConnect Evening EventSponsored byFriday, May 21, 20218:00 AM – 9:00 AMNetworking Breakfast9:00 AM – 9:45 AMLegislative Update with Mat Forrest9:45 AM – 10:15 AMThink Different! Destination Marketing, Trade Shows and Eventsin a Post-Coronavirus World10:30 AM – 11:30 AMVISIT FLORIDA & DMO Cooperative Innovations andEDA CARES Program Preview12:00 NoonAdjournThis meeting is made possible by the supportof our Partners:Diamond PartnersPlatinum PartnersGold Partners1
Destination Marketing SummitPROGRAM DETAILSWEDNESDAY, MAY 19, 2021THURSDAY, MAY 20, 20212:00 PM – 3:00 PM9:00 AM – 10:00 AMDiversity & Inclusion - Forward Thinking, Forward MovingSantiago Corrada and Patrick Harrison, Visit Tampa BayConsumer Sentiment Drives Marketing Strategy Duringthe PandemicTamara Pigott, The Beaches of Fort Myers & SanibelPeter Cranis, Space Coast Office of TourismPhillip Downs and Joseph St. Germain, Downs & St.Germain ResearchSuddenly everyone is unveiling multicultural programs that theyshould have been working with for years. Impactful diversityand inclusion programs require a balance of bold initiatives andsweating the details. But we tend to only hear about the bigones and not so much about the day-to-day efforts. So, instead ofseeing diversity and inclusion as all or nothing, you should buildmomentum by tackling ongoing initiatives. Visit Tampa Bay iscontinually moving forward, promoting change, and constantlyimproving our D&I efforts. We have always embraced our differentleadership backgrounds, cultures, experiences, and ways ofthinking. Join us as we share our top down approach to inclusionand diversity marketing.3:00 PM – 4:00 PMDestination Optimization – Creating Consumer Confidenceto Drive RecoveryNate Huff, Miles PartnershipWhile everyone evaluates, debates and wrings their hands overwhen the right time is to “turn back on” advertising campaigns,many destinations are forgetting that creating demand isonly half the battle on the road to recovery. In a COVID-19travel environment, instilling consumer confidence that yourdestination is open, safe and ready to welcome visitors is moreessential than ever in order to move cautious travelers fromdesire to action. That means going beyond paid, earned andowned media and truly bridging the gap between destinationmarketing and destination management. In this session we’llexamine why destinations need to shift their mindset toDestination Optimization and look at how several destinationsare meeting consumers where they are to create confidence andare empowering their local businesses to be part of – and benefitfrom – an accelerated recovery.4:15 PM – 5:15 PMTrends & Insights for Travel Industry RecoveryDerek Price, Expedia Group Media SolutionsAs the travel industry continues towards recovery, the best way tonavigate the path forward is to stay ahead of shifting consumerbehaviors and trends and identify opportunities to reachcustomers once they are ready to travel again. Custom researchfrom Expedia Group Media Solutions and Expedia Group firstparty data explores the latest travel trends, key considerationsshaping future travel decisions, and traveler motivations acrossgenerations, providing destination marketers with the necessaryinformation to effectively inspire and engage travelers. Throughdata and actionable insights, attendees will gain deeperknowledge into the changing mindsets and expectations oftravelers and, through industry case studies, learn how to applythese learnings to inform their destination marketing strategiesand reconnect with travelers as they begin researching, planningand booking again.2Lee County TDC and the Space Coast Office of Tourism begantracking consumer sentiment in April 2020, shortly afterCOVID-19 changed all of our lives. Unlike national consumersentiment surveys, Lee and Brevard counties’ surveys are basedon consumers in key origin markets. Results of consumersentiment surveys have driven marketing strategy for both DMOs.This session will highlight specific marketing decisions impactedby tailored consumer sentiment surveys. Attendees who havealready developed marketing strategies based on consumersentiment can compare their approaches to the one we present.Attendees who have not, will learn how to do so.10:00 AM – 11:00 AMFinding a Data Unicorn to Make Your Case: Using Data toTrack the Value of Events, Enlighten Your Stakeholders andTransform Your OrganizationRob Price, Visit LakeKatie Cook, ZarticoDMOs are inundated with data. While data can provide insightsand information on what has happened, it does not alwaysprovide a holistic view of what to do next. This session will tellthe story of how Lake County will use several data streams totrack the value of their local events, provide valuable visitor andresident insights to stakeholders and determine future staffingneeds in the DMO. Attendees will learn how the County plans toimprove the experience for the visitor, better the lives of fellowresidents and create new jobs within the organization.11:15 AM – 12:15 PMLeveraging Machine Learning & Micro Conversions to Receivethe Best Quality Site TrafficBrett Gordon and Hannah Chute, Madden MediaThis may not be the flashiest topic of the day, but it certainlyis an important one. You may think you know all there is toknow about your tried and true paid search efforts, but there ismore for you to learn. In this presentation we look at how newtechnologies like machine learning and micro conversions canimprove your site traffic and fuel your display efforts. We willshow strategies for A/B testing using top converting keywords,how to use audience targeting observation tactics, and more.We all know search engine marketing is the foundation of anyorganization’s digital marketing and it is time you give it theattention it deserves as you build out your marketing strategies.
1:30 PM – 2:30 PMBrand Assessment &Developing a Brand StrategyDuane Knapp, BrandStrategyJorge Pesquera, Discover The Palm BeachesBrandStrategy, Inc. has created a comprehensive DestinationBrandScience workplan that was developed and implementedwith Discover The Palm Beaches to evaluate, perfect and guidesuccessful advertising and promotional campaigns before theyare implemented. It includes a Destination Brand Psyche analysisand guide for destinations to evaluate proposed communicationsand marketing advertising campaigns to assess relevancyfor travelers and residents. A person’s psyche is comprised ofconscious and unconscious feelings related to their soul or spirit.The destination Brand Psyche is a destination’s brand spirit andsoul. It reflects how a brand is perceived in the hearts and mindsof its representatives, guests and influencers. A brand’s psycheis the foundation for creating a perceptual map to create adestination brand’s future strategy.2:30 PM – 3:30 PMImpactulator: Establishing the Value of a Shared CommunityAssetJason Holic, Experience KissimmeeIt’s widely accepted that fire departments keep us safe, schoolskeep our future secure, and parks keep us healthy. But whatis widely accepted about your DMO? It should be known thatDMOs keep communities working, but until now, that’s beenhard to prove. In this session, you’ll see how a new tool fromExperience Kissimmee solves the long-standing problem of notonly calculating the ROI of your DMO, but also communicatingthe value in a way that residents, politicians, and associationscan understand and appreciate. And that can help secure yourfunding so your DMO can continue attracting visitors to yourdestination well into the future.3:45 PM – 4:45 PMBe Our Guest: Understanding & Welcoming UnderservedTraveler GroupsCarol Johnson, TripadvisorFRIDAY, MAY 21, 20219:00 AM – 9:45 AMLegislative Update with Mat ForrestMat will provide you with a recap of the 2021 legislative sessionand what to expect going forward.9:45 AM – 10:15 AMThink Different! Destination Marketing, Trade Shows andEvents in a Post-Coronavirus WorldWill Seccombe, ConnectDMOs have done amazing work to benefit their communities foryears and these challenging times provide a huge opportunityfor you to think different, re-invent yourself and position yourorganization and community to thrive as well as move forwardwith safe trade shows and events amid the pandemic.10:30 AM – 11:30 AMVISIT FLORIDA & DMO Cooperative Innovations andEDA CARES Program PreviewJen Carlisle and Brenna Dacks, VISIT FLORIDAHear from Discover the Palm Beaches, Visit Sarasota and Visit St.Pete/Clearwater about innovative and collaborative programsand partnerships between their DMOs and VISIT FLORIDA. Fromepisodic video to “co-op’ing the co-op” you will learn about outof-the-box ways these destinations entered the market. Aftersharing these unique programs, VISIT FLORIDA will provide afirst look at the new EDA CARES Program exclusively availableto DMOs.Among the travel industry challenges achieving attention in 2020were the needs of underserved audiences starting with Black andBIPOC Travelers and extending to LatinX and LGBT. In this session,Tripadvisor will share groundbreaking research from its jointstudy with the Black Travel Alliance, National Coalition of BlackMeeting Planners, National Association of Black Hotel Owners,Operators, and Developers, and MMGY Global along with its own,internal research. Participants will learn how Florida is faring inmeeting Black traveler needs relative to other states and whatdestinations can do in the short- and long-term to address theneeds of Black travelers.3
Who Should Attend theDestinations Florida DestinationMarketing Summit?Destination Marketing Directors – Stay informed onthe latest advancements in the competitive worldof tourism marketing, share ideas with peers andsee the newest marketing opportunities from ourindustry vendors.Deputy Directors – Broaden your skills byparticipating in education tracks that areoutside your current expertise. Gain a broaderunderstanding of destination marketing.Convention Sales- See your destination outsideof the meeting room. Learn more about sellingyour destination’s tourism benefits in addition toits meeting assets. Participate in discussions withconvention sales professionals from around the stateto learn from your peers.Safety and Cleanliness PlanWe want you to know unequivocally that your health and wellnessis our No. 1 priority. Throughout the planning process and onsite, we are working with the St. Augustine Beach OceanfrontResort to provide a healthy environment where you can focus onmaximizing your attendance while we concentrate on keepingyou safe.Here’s a high-level overview of our safety andcleanliness plan: Masks will be requiredHand sanitizer and disinfecting wipes will be distributedEducation will be spaced for social distancingF&B will be pre-packaged or served by a gloved attendantOutdoor dining will be implemented whenever possibleTourism – Learn the latest on packaging techniquesand super-effective industry and communityeducation strategies.Agency Employees – Visit with your clients in acasual atmosphere and learn more about thedestination marketing industry so you can serveyour clients better. Please note the attendancepolicy on page 5.5 Ways to Justify Your DestinationMarketing Summit RegistrationWe know how it is. Tourism marketing conferencesoperate in a busy events scene. There is a lot ofcompetition out there, not only in terms of events,but for your time.Every decision of whether to come to an conferencelike the Destination Marketing Summit eventuallyboils down to “What do I expect to have gained/learned from spending my time attending this eventversus taking care of my busy day-to-day routine?”In other words, you need to know right now is,what’s the pay off from coming to the DestinationMarketing Summit?Here are five reasons we think attending theDestination Marketing Summit is not only worthy ofyour time in terms of benefits gained, but also whywe think it’s a different kind of event.1. Learn new ideas and concepts, and the latest onwhat’s working at other DMOs around the state2. Meet from all different staff levels at both largeand small DMOs, people that can help you3. Hear very candid talks about the things thatwent wrong at other organizations4. Give yourself time to listen and think, work on,not in, your business5. Join a global community of people that careabout tourism marketingYou’ll learn things that will change how you marketyour destination from the day you return to the office.4The Embassy Suites St. Augustine Beach Oceanfront Resort isoffering special rates for Destinations Florida meetingparticipants, at 199.00 per night. Call the resort directly at (904)461-9004 and mention the Destinations Florida group code: DESto receive the reduced rate. Reservations must be made byTuesday, April 27, 2021. Be sure to make your reservation as soonas possible because the room block will sell out!Embassy Suites St. Augustine Beach Oceanfront Resort300 A1A Beach Blvd.St. Augustine, FL 32080(904) 461-9004
Destination Marketing SummitREGISTRATION FORMFour Easy Ways to Register:Online:www.Destinations Florida.org(with Visa/MC/Amex)Mail:Destinations Florida1400 Village Sq. Blvd., Suite 3-250Tallahassee, FL 32312Advance Discounted Registration(on or before May 12, 2021)DMO MemberFirst Registrant from Organization. 295Each Additional Registrant(From Same Organization). 245Phone:(850) 222-6000(with Visa/MC/Amex)FAX:(850) 222-6002(with Visa/MC/Amex)Regular Registration(after May 12, 2021)DMO MemberFirst Registrant From Organization. 495Each Additional Registrant(From Same Organization). 445Use one form for up to six registrants from the same organization - Please print!OrganizationAddressCity State ZipPhone / E-mailPlease circle the correct amount for each registrant and write his/her name on the line provided.Members and regular registration includes all seminars, lunch, receptions, and dinner.DMO MemberRegistrationTotalAmount#1 295 #2 245 #3 245 #4 245 #5 245 #6 245 Grand Total Method of Payment: Check (payable to Destinations Florida) Visa MasterCard AmexCard # Exp. Date Sec.CodeName on Card SignatureRecognizing the important role that account representatives atcontracted agencies play as “extensions of staff,” the DestinationsFlorida has instituted a policy to allow those individuals to attend theSummit as delegates to learn about critical issues and trends andengage in discussions that will help them better serve their client.Those firms that serve multiple destination marketer clients, andfor whom the Summit would primarily be a sales opportunity, areencouraged to participate as an exhibitor.The designated account representative for contracted advertising,public relations, eMarketing, etc., agencies may attend theDestinations Florida Destination Marketing Summit as a delegate ONLYif invited and officially endorsed by a Destinations Florida memberunder the following conditions:1. The account representative clearly understands the attendance policyand agrees not to solicit business from other members.2. The account representative is invited in writing to attend by anDestinations Florida member. As such, a copy of the communicationshould be sent by the client to Destinations Florida.3. No more than two such attendees may be invited by any member.The two attendees may be from the same firm or different firms at thediscretion of the member as long as they meet the above criteria.4. All contracted account representatives will have name badges thatindicate they are a representative of the member that invited them toattend.5. The member is responsible for assuring that their accountrepresentative abides by this policy.6. The account representative is not eligible to attend the Summit if noone from the member DMO is attending.Any exceptions to these rules will require the approval of theDestinations Florida Executive Committees.5
1400 Village Sq. Blvd.Suite 3-250Tallahassee, FL 32312DESTINATIONS FLORIDADestination MarketingSummitMay 19-21, 2021Embassy SuitesSt. Augustine Beach Oceanfront ResortSt. Augustine, Florida6
Meeting Planners, National Association of Black Hotel Owners, Operators, and Developers, and MMGY Global along with its own, internal research. Participants will learn how Florida is faring in meeting Black traveler needs relative to other states and what destinations can do in the short- and long-term to address the needs of Black travelers.
