Florida Association of Destination Marketing Organizations

Destination Marketing Industry SummitMay 18-20, 2016 – TradeWinds Island Resort, St. Pete Beach, FloridaA program of education designed for tourism specialties to share information and help destination marketers attract more customers to their communities.

• InteractivediscussionwithVISITFLORIDAonthedirectionofthedestinationmarketingindustry.

• Detailededucationthatcanbeappliedimmediatelytobringmorevisitorstoyourdestination

• OpportunitytogaininsightsfromyourpeersthroughoutFloridaonhowtobuildbettercommunitypartnershipswithintheindustryandwithorganizationsoutsideofthetraditionaltourismindustry

• Fourtracksofeducationtoservemanydifferentprofessionalswithinyourbureau

Everything You Need to Attract More Visitors

to Your Destination

From the Chairman of the Board

It is my pleasure to invite you to the 2016 FADMO Destination Marketing Summit, this year’s largest

gathering of Florida destination marketing organization executives and industry suppliers.

We are lucky to live and work in the most beautiful place in the world. Seemingly, Florida can sell it-

self. However, we know better. As destination marketers we must compete against a lot of well funded

adversaries for visitors. This while 1.1 million Florida residents employed within the tourism industry are

depending on our success.

It’s never been more important for the destination marketing industry to invest in additional training

for ourselves and our staff. To provide you with the knowledge and resources you need to succeed and

prosper in the coming year, we have created a one-of-a-kind program.

Critical issues affecting our industry will be addressed:

• VISITFLORIDA’splansforhelpingdestinationsbringmore

customerstoourcommunities

• HowtofacechallengesindocumentingwhyDMOsmatter

andhowtomeasuredestinationmar-

keting effectiveness

• AResearchGuidetoIncreasingMarketShareandKeeping

Stakeholders(ElectedOfficials)Happy

• ADMAIDestinationNEXTinteractiveworkshoptoprovidey

ouwithpractical,clearactionsandstrat-

egies for sustainable success within your DMO

• TwosessionswithBillGeisttoupdateyouonthefutureof

thenextgenerationofDMOsandhowto

update your videos to move customers

• HowBrandUSAcanhelpyourDMOofanysize,attractinte

rnationalvisitors

You’ll have a great opportunity to network with outstanding speakers, other tourism marketers from

throughoutFloridaandtheindustry’sfinestsponsors.Thisis

aneventatwhichyouandyourorganiza-

tion will want to be represented. The Florida Association of Destination Marketing Organizations looks

forward to welcoming you to this important meeting.

Sincerely,

Lee DanielLeeDaniel

Chair,FADMOBoard

www.FADMO.org

1390TimberlaneRoad•Tallahassee,FL32312•850/222-60

00•FAX850/222-6002

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Wednesday, May 18, 201610:00 AM – 1:00 PM Board of Directors Meeting and Working Lunch

2:00 PM – 4:30 PM Vendor Setup

2:00 PM – 5:00 PM DMAI DestinationNEXT Workshop for DMOs

5:00 PM – 6:00 PM Welcome Reception at TradeWinds Island Resort Sponsored byVISITFLORIDA

6:00 PM Dinner on own

Thursday, May 19, 20168:30 AM – 9:30 AM NextGenDMOs:GoingBeyondtheVisit LevelingthePlayingField:HowtoHarness

ContentMarketingtoMaximizeanyBudget

9:45 AM – 10:45 AM Challenges in Documenting Why DMOs Matter HowtoLeverageDigitalMarketing, Digital Networks & Create Integrated CampaignsThatGoBeyondtheClick

11:00 AM – 12:00 Noon Measuring DestinationMarketing Effectiveness

Why Your Videos Don’t Move Customers

12:00 Noon – 2:00 PM VISIT FLORIDA Luncheon - HowCanVISITFLORIDAandDMOsWorkTogethertoBringMoreCustomerstoOurCommunities?

2:00 PM – 3:00 PM AResearchGuidetoIncreasing MarketShareandKeepingStakeholders(ElectedOfficials)Happy

The Hero Tour: St. Johns County Tourism Advocacy Initiative

3:15 PM – 4:15 PM Hotel Industry Overview with a Focus on Florida Markets

TheEvolutionofIndustryRelations

5:00 PM Evening Event at TradeWinds Island Resort on St. Pete Beach Sponsored by Connect/Interfuse

Friday, May 20, 20169:00 AM – 10:45 AM Destination Marketing State of the State Report

11:15 AM – 12:00 Noon How Brand USA Can Help You Attract International Visitors

12 Noon Adjourn

Schedule ataGlance

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Wednesday, May 18, 2016

2:00 PM – 5:00 PM

DMAI DestinationNEXT WorkshopPaul Oiumet, DMAI DestinationNEXT

This is an interactiveworkshop, bring your iPad or laptop!On its 100th anniversary, Destination Marketing Association International (DMAI) took a bold leadership step with theDestinationNEXT initiative.Thevision is toprovideyouwithpractical, clear actions and strategies for sustainable success in a dramatically changing world. The work, nominated for several tourism research and innovation awards, has included a:FutureStudylookingatthemostsignificanttrendsfacingdestinations and the DMO industry; Scenario model and diagnostic tool to help organizations assess their destinations and organizations; and Handbook of potential best practices to help these organizations become more successful.

When you attend this workshop you will receive: -Apresentationonthecorefindingsofmajoropportunities

for DMOs- The opportunity to complete a live on-line assessment of

your destination- A review of the results of the assessments completed for

Florida

Thursday, May 19, 2016

8:30 AM – 9:30 AM

NextGen DMOs: Going Beyond the VisitBill Geist, Zeitgeist Consulting

The traditional DMO design is limiting in today’s ever-evolving environment. Bill will share with you a NextGen take onservice becoming the new sales. This session will include 3-Case Studies of DMOs that are creating experiences as visitor magnets. You’ll walk away with ideas for new revenue streams to power destination development and marketing

Leveling the Playing Field: How to Harness Content Marketing to Maximize any BudgetNate Huff, Miles

Content marketing has been around for a century, but the buzz around this strategy has exploded in the past several years, causing a fundamental shift in the way brands interact with consumers. Nate will show you the factors that are reshaping the landscape of content creation and consumption, how new (and renewed) content creators anddelivery channelsare making content marketing more effective and how we as an industry need to evolve our measurement strategies to keepupwith thischangingmedium. Itcanalsobedifficultfor smaller budgets to compete against companies with larger marketing budgets for your target audience’s online attention. This session will provide you with actionable digital content marketing tactics and techniques that you can use to: effectively compete against other companies with larger marketing budgets; improve the efficiency of your contentmarketing efforts; use content marketing to assist with revenue generation and customer lifetime value growth. The presentation will feature organizational discussion starters, and give you concrete takeaways.

9:45 AM – 10:45 AM

Challenges in Documenting Why DMOs Matter Phillip Downs, Downs & St. Germain Research

ThisPanelpresentationwillfeaturemultipleFloridaDMOsandshow you how they overcame challenges to documenting economic impact, including estimating the percent of taxes paid by visitors, and estimating the cost of visitors to county governments. You will learn what the “correct” ratio of visitors to jobscreated isandhow toestimate thenumberofdaytrippers&VFRs.Afterattending this sessionyouwill knowhow to avoiding political minefields, estimate, estimatingDMOs’ROIandcommunicatewhyyoumatter.

How to Leverage Digital Marketing, Digital Networks & Create Integrated Campaigns That Go Beyond the Click Mya Surrency, Digital Edge

When buying digital media, it is important to map out the entireecochainpriortofinalizingyourmediaplan.Myawillmap out each step of the consumer experience to ensuring your digital campaign utilizes today’s advanced tools to reach, engage and convert visitors to your destination. She will give youanoverviewof the followingprocess:Defineyourgoaland your digital conversion goal; determine your message; identifyyouraudience(s); identifythemedium(s);Designthecreative; create banners and landing page; optimize the landing page for conversions and more.

Destination Marketing Industry SummitProgamDetails

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11:00 AM – 12:00 Noon

Measuring Destination Marketing EffectivenessSantiago Corrada, Visit Tampa Bay

AsDMOsitcanbedifficulttomeasuretheeffectivenessofdestination marketing. Santiago will discuss best practices and the research and reporting thatVisit TampaBaydoesrelated to destination marketing. The methods that Visit TampaBayusestomeasuremarketingeffectivenessincludethe following: traditional advertising effectiveness research (ROI of leisure marketing); event impact analysis (ROI ofgroupsales);OTAcampaignimpacts;andKeyPerformanceIndicator(KPI)reporting.

Why Your Videos Don’t Move CustomersBill Geist, Zeitgeist Consulting

When you attend this session you will learn why the images that you thought were evocative aren’t as well as what moment-to-moment consumer research reveals regarding stereotypicalimages.BillwillsharewithyouthescenesthatmotivateMillennials,XersandBoomersandtheimagesthatare universal turn-offs that most DMOs continue to use and how to mitigate the forced inclusion of images that don’t work.

2:00 PM – 3:00 PM

A Research Guide to Increasing Market Share and Keeping Stakeholders (Elected Officials) HappyBrian London, Travel Industry Indicators

In this session you will learn how research is used for political cover, marketing cover and for PR efforts. Brian will alsoexplain how research is also used to increase market share; and most importantly you will learn about the research you’re not conducting, but should.

The Hero Tour: St. Johns County Tourism Advocacy InitiativeRichard Goldman, St. Augustine, Ponte Vedra & The Beaches Visitors and Convention Bureau

The Hero Tour was a St. Johns County Tourism Advocacy initiative designed to address a growing pattern of discontent and misinformation about the value of tourism and reinforce the importance and positive impact of tourism to residents. Thisyear-longpublicspeakingtourbytheVCBCEOandkeyBoardmembersdemonstratedtourism’svaluewithavideo,“TheHeroStory,”thatclarifiedtheissuesinwaythatwaseasilydigestible to audiences. The video provided a comprehensive

account of Tourism and Hospitality statistics and metrics and explained the trickle-down effect of tourism spending to the community. The Hero Tour showed how tourism industry workers greatly benefit from tourist expenditures and how,even traditionally non-tourism related occupations benefitfrom these “heroes.”

3:15 PM – 4:15 PM

Hotel Industry Overview with a Focus on Florida MarketsChris Klauda, STR

The presentation will cover the state of the U.S. HotelIndustry,theOverallFloridaHotelIndustryandspecifichotelsmarketswithinFlorida.Themajorityof thepresentationwillbeexaminingissuescriticaltoFloridausingSTRhoteldata.AforecastoffuturehotelperformancefortheUS,FloridaandspecificFloridamarketswillalsobeprovided.

The Evolution of Industry Relations Kimberly Morgan, Visit Jacksonville

Industry Relations, Membership, Partnership… whateveryou call it, it is a necessary part of destination marketing. Thereisnorightwayorwrongway,justthebestwayforyourdestination. We’ll take a look at what we’ve learned over the past 30 years, what we still need to change, how industry relations drives DMO relevancy, economic development and advocacy and explore what it may look like in the future.

Friday, May 20, 2016

9:00 AM – 10:45 AM

Destination Marketing – State of the State ReportThe FADMO will give you a complete report on the activities of the destination marketing industry, the inside details about the 2016 legislative session as well as important industry updates that will soon affect your bureau.

11:15 AM – 12:00 Noon

How Brand USA Can Help You Attract International VisitorsChris Thompson, Brand USA

Join us for this keynote presentation from Chris Thompson withBrandUSAwhereyouwilllearnhowDMOsofanysizecan attract international visitors. Chris has allotted time for Q&Aattheendsoyoucanbringbackspecific informationfor your DMO.

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DiscoverTradeWindsIslandResorts—twobeachresorts,only200flipflopsapart,onthesoftwhitesandsofSt.PeteBeachonFlorida’sGulfofMexico.

The TradeWinds Island Resort is offering special rates for FADMO meetingparticipants, beginning at $179.00 per night. Call the resort reservations line at

(800) 808-9833 and mention the FloridaAssociation of Destination Marketing Organizations to receive the reduced rate.

PleasemakeyourreservationbyApril18,2016.

TradeWindsIslandResort,5600GulfBoulevard,St.PeteBeach,FL33706(727)363-2215

TradeWindsIslandResorts

This meeting is made possible by the support of our FADMO Partners:

Diamond Partners Platinum Partner Gold Partners

Destination Marketing Directors – Stay informed on the latest advancements in the competitive world of tourism marketing, share ideas with peers and see the newest marketing opportunities from our industry vendors.

Deputy Directors – Broaden your skills by participatingin education tracks that are outside your current expertise. Gainabroaderunderstandingofdestinationmarketing.

Convention Sales – See your destination outside of the meetingroom. Learnmoreaboutsellingyourdestination’stourismbenefitsinadditiontoitsmeetingassets.Participate

in discussions with convention sales professionals from around the state to learn from your peers.

Tourism – Learn the latest on packaging techniques andsuper-effective industry and community education strategies.

Agency Employees – Visit with your clients in a casual atmosphere and learn more about the destination marketing industrysoyoucanserveyourclientsbetter.Pleasenotetheattendancepolicyonpage5.

The Florida Association of Destination Marketing Organizations Destination Marketing Summit is the annual learning exchange for tourism destination marketing professionals within Florida. It offers employees of Florida’s destination marketing organizations a unique opportunity to learn, share information and network in a sales-free environment.

Recognizingtheimportantrolethataccountrepresentativesatcontractedagenciesplayas“extensionsofstaff,”theFloridaAssociation of Destination Marketing Organizations has instituted a policy to allow those individuals to attend the Summit as delegates to learn about critical issues and trends and engage in discussions that will help them better serve their client.

Thosefirmsthatservemultipledestinationmarketerclients,andforwhomtheSummitwouldprimarilybeasalesopportunity,are encouraged to participate as an exhibitor.

Who Should Attend The FADMO Destination Marketing Summit?

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Destination Marketing Industry Summit Registration Form

Mail: FADMO 1390TimberlaneRoad Tallahassee,FL32312

Phone 850/222-6000 (withVisa/MC/Amex)

Onlinewww.FADMO.org(withVisa/MC/Amex)

Fax850/222-6002(withVisa/MC/Amex)

Four Easy Ways to Register:

Cancellation Policy: A refund of your registration fee will be made, minus a $25 cancellation fee, if cancellation is received in writing by May 13, 2015. Alternates are encouraged to attend for any pre-registrant who is unable to attend. For our compliance with the Americans with Disabilities Act, please contact our office if you need any special accommodations. A minimum of seven days notice is required.

Destination Marketing Summit ATTENDANCE POLICY – AGENCY REPRESENTATIVESThe designated account representative for contracted advertising, public relations, eMarketing, etc., agencies may attend the FADMO Destination Marketing Summit as a delegate ONLY if invited and officially endorsed by a FADMO member under the following conditions:1. The account representative clearly understands the attendance policy and agrees not to

solicit business from other members.2. The account representative is invited in writing to attend by an FADMO member. As such, a

copy of the communication should be sent by the client to FADMO.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 the discretion of the member as long as they meet the above criteria.

4. All contracted account representatives will have name badges that indicate they are a representative of the member that invited them to attend.

5. The member is responsible for assuring that their account representative abides by this policy.

6. The account representative is not eligible to attend the Summit if no one from the member DMO is attending.

7. Any exceptions to these rules will require the approval of the FADMO Executive Committees.

Use one form for up to six registrants from the same organization - Please print!

Organization

Phone

Address

City

Email

State ZIP

Method of Payment:

Check(payabletoFADMO)

Visa MasterCard Amex

Card # Sec. Code

Name on Card Signature

Exp. Date

Advance Discounted Registration (on/before 5/11/2016) Regular Registration (after 5/11/2016)

FirstRegistrantfromOrganization ................................ $295 EachAdditionalRegistrant ........................................... $245 (FromSameOrganization)

FirstRegistrantFromOrganization ...............................$495 EachAdditionalRegistrant ..........................................$445 (FromSameOrganization)

DMO MemberDMO Member

Please write each registrant’s name on the corresponding lines provided below. Your registration includes all seminars, breakfasts, lunch, breaks and receptions.

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Grand Total

AmountDMO Member RegistrationName

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Questions? Please contact Suzanne@FADMO.org with any questions, or to email your registration.