Presented by:

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2013 Ohio Conference on Tourism

Schedule of Events

WEDNESDAY, OCT. 16

Sheila Mahony, Meredith Corporation

Marketing today is about making sure we communicate with the right customer, at the right time, with the right message, using the right media, on the right device.

But how do we integrate all forms of media into a marketing mix that makes sense? Using research conducted by Meredith Corporation and others, Sheila Mahony, Director of Brand Development for Midwest Living and Meredith Travel Marketing, will present information on the changing patterns of a traveler’s buying cycle. Then she will facilitate a conversation with representatives from other marketing mediums – broadcast, public relations, mobile, social media, etc. to engage attendees in developing ideas for creating integrated communications based on which stage a traveler might be in.

Sheila Mahony is the Director of Brand Development for Midwest Living and Meredith Travel Marketing.  Sheila joined Meredith Corporation in 2009 and is responsible for all integrated marketing programs, brand extensions, proprietary research and market strategy for these business units.

For the past 25 years, Sheila has held media and marketing positions at top advertising agencies and publishing companies

THURSDAY, OCT. 17

C. C. Chapman

Like it or not, we now live in a world where anyone can create content and everyone expects it. It is critical that you embrace the role of content in your marketing and advertising mix and do so in a creative and strategic way. Learn from an expert who will share his years of knowledge both working with clients and as a vibrant content producer himself. See how others are doing it well and how you can start tomorrow.

Chapman is a writer, professional speaker, photographer and explorer. He is a graduate of Bentley University and loves nothing more than traveling the world and sharing everything he sees and experiences. His work has appeared on the pages of Rolling Stone and the Wall Street Journal. His thoughts and words have appeared on CNN, Fox and countless online properties. Over the years he has worked on and led numerous award winning campaigns for clients such as American Eagle Outfitters, HBO, The Coca-Cola Company and Verizon FiOS. He is the co-author of the best-selling book Content Rules and his newest book Amazing Things Will Happen: A Real World Guide to Success and Happiness was released at the end of 2012 and has begun inspiring people around the globe.

Tourism is Economic Development: Being Relevant and at the Economic Development Table

Tourism generates $36 billion in direct visitor spending and when our industry purchase goods and services from other businesses to service our guests. These dollars support more than 443,000 jobs, making tourism one of Ohio’s largest employers. How do we better communicate our value to others in our communities? We’ll hear from two communities who have developed strong relationships between tourism and other economic development efforts. Tourism industry professionals and an economic developer will share advice and tips for building these relationships.

Jackie Reau, Game Day Communications

This interactive presentation by Jackie Reau, CEO of Game Day Communications and Board Chair of the Greater Cincinnati Sports Corporation, will provide insight into creating a strategic sports tourism plan based on the facilities in your market: large or small. From a facility audit to an RFP scan, Reau will discuss how to create a competitive bid and book sports events business that make sense for your community.

Jackie Reau, co-founded Game Day Communications with former ESPN Anchor Betsy Ross in 2002 as a sports and entertainment communications firm. Jackie specializes in strategic communications, social media strategies and crisis communications. Before Game Day Communications, Jackie served in marketing and media relations roles at the Cincinnati Art Museum and The Christ Hospital. She is an adjunct professor at University of Cincinnati and Xavier University. Jackie earned a bachelor’s degree in journalism and a master’s degree in sports administration from Ohio University. She currently serves as the Board Chair of the Greater Cincinnati Sports Corporation and is active with Kentucky Speedway Children’s Charities and Reds Community Fund.

Culinary Tourism: Using Food to Lure Travelers - Explore ways to create visitor experiences around your local foods economy. Learn about Athens' 30 Mile Meal and its development, a collaborative brand that provides a collective identity to local restaurants, markets, food producers and food events.

Phil Craig and Jacob Evans, Ohio Association of Convention & Visitors Bureaus; Matt MacLaren, Ohio Hotel & Lodging Association

How does a bill become law in Ohio? What can industry members do when a proposed law change  threatens or is an opportunity for your business? Learn how to be a more effective advocate for the industry, and take part in this conversation about current issues.     

Sponsored by: Madden Media, , Valley Vineyard & Velvet Ice Cream

FRIDAY, OCTOBER 18

Laura Mandala, Managing Director, Mandala Research

Visiting a winery.  Experiencing a museum. Attending a live music performance. Enjoying a beach, or going to a zoo. All of these activities and more can be classified as cultural and heritage experiences, or experiences that are unique to a destination or attraction. Developed in partnership with the U.S. Cultural and Heritage Tourism Marketing Council, the 2013 Cultural and Heritage Traveler Survey reveals data what types of activities these travellers are interested in doing, why they’re traveling, and how to reach them. Not only does this report detail what you need to know about this high-value segment of travelers, it uses the benchmark data from the 2009 Cultural and Heritage Study to highlight trends and reveal shifts in travel behaviors and preferences. Learn insights related to devices these travelers use for research, booking and finding information while traveling. Hear about generational differences in cultural travel preferences.  

Laura Mandala has been helping the tourism industry unlock, decode and harness the power of travel data and trends for nearly two decades. As the head of Mandala Research, one of the leading travel and tourism research firms in the world, she spends considerable time evaluating important emerging developments and that help destinations and travel companies make the right decisions to attract the right travelers. Her career includes tenure at the U.S. Travel Association where she served as Vice President of Research.  Mandala also worked over a span of 15 years as a consultant with Marriott International, where she gained extensive expertise in brand tracking, brand equity, and brand identity research, as well as global product and service preferences, portfolio analysis, loyalty program membership, suite design and decor, and website usability.

 Keynote: Dr. Lalia Rach

Meeting Guest Expectations Today and Tomorrow

Dr. Lalia Rach, Associate Dean School of
Hospitality Management UW-Stout

If there is one constant in business, it is that guest expectations are constantly changing. Shifts in consumer behaviors and attitudes require different thinking and responses as visitors have less time and patience and are more demanding.  Success will be the result of connecting challenge to opportunity in understanding the needs and desires of Millennials, Gen X and Boomers.  Dr. Rach will share genuine ideas and uncommon sense with her special brand of humor and insight.

In addition to her role as an educator, Rach has also published extensively, authoring book chapters and numerous articles and is a highly sought-after speaker. She is a current or former board member of a wide range of corporations and associations, including the Hospitality Sales and Marketing Association, the Madison (WI) Convention and Visitors Bureau, the Wisconsin Restaurant Association Foundation, the Mohegan Sun Hotel Board of Advisors, Wyndham Hotels & Resorts Women Business Travelers Advisory Board, the Educational Institute (American Hotel & Lodging Association), NYC & Co., New York City Convention and Visitors Bureau, the Travel and Tourism Research Association and The Society of Travel and Tourism Educators. She is a member of the Association of Travel Marketing Executives, the Council of Hotel, Restaurant and Tourism Educators, the Hospitality Sales and Marketing Association International and Meeting Planners International.

Rach maintains a hands-on role in the "real world" of the hospitality industry as a founder and partner of Rach Enterprises, a consulting firm that provides strategic guidance to hospitality businesses and public sector agencies in the area of economic development, strategic planning, brand management and customer service.