Monday, March 13, 2017
7:30 AM–5:30 PM | REGISTRATION
Location: Meadowlark
Sponsor: National Geographic
8:30–9:45 AM | FEATURE PRESENTATION: THE SHARING ECONOMY AND THE FUTURE OF MOBILITY
Presenter: Brian Gebhardt, General Manager, Uber Montana
Location: Capitol/State
Sponsor: Xanterra
The sharing economy continues to influence tourism worldwide, and it's growing in Montana. Uber has been at the forefront of the sharing economy since 2009 and is now reinventing how people move throughout towns and cities. Listen to one of its key, regional executives address the latest sharing economy and urban mobility trends and opportunities, future predictions, and insights from Uber's launch in Montana.
9:45–10:15 AM | EXHIBIT BREAK
Location: Back Lobby/Natatorium
Sponsor: Town Pump
10:15–11:30 AM | FEATURE PRESENTATION: MANAGING THE CHALLENGES OF MOTHER NATURE
Moderator: Dr. Norma Nickerson, Director, Institute for Tourism and Recreation Research (ITRR)
Presenters: Brant Oswald, Brant Oswald Fly Fishing Services; Eileen Ryce, Division Administrator, Montana Department of Fish, Wildlife, and Parks Fisheries Division; Leslie Feigel, Executive Director, Livingston Area Chamber of Commerce; Jeremy Sage, Economist, ITRR; Ryan Weiss, Public Access Specialist, Montana Department of Natural Resources and Conservation
Location: Capitol/State
Sponsor: Montana State Parks/Montana State Parks Foundation
Montana is known for its spectacular unspoiled nature, but sometimes nature is unpredictable. This session will examine the August 2016 Yellowstone River closure as a case study for natural events disrupting tourism and recreation. Hear the details of the incident, how it affected the surrounding communities, and how to minimize any negative impacts of future disruptions resulting from natural events.
11:45 AM–1:00 PM | MONTANA-GROWN LUNCHEON
Presenter: Dan Wenk, Superintendent, Yellowstone National Park
Location: Grand Ballroom
Sponsor: Sojern
Special guest Dan Wenk will discuss the future of Yellowstone National Park.
1:15–4:15 PM | RESOURCE LAB
Location: Gallery
Sponsor: Destination Analysts
The Resource Lab will be full of experts representing a variety of programs and subjects. It will be open by appointment (15 minute time slots) during the breakout sessions or first-come, first-served during the exhibit breaks.
1:15–2:15 PM | BREAKOUT SESSIONS
MARKETING - Bots Don't Visit Montana; Humans Do
Moderator: Joe Ramler, Senior Economist, Montana Office of Tourism and Business Development
Presenter: Dr. Augustine Fou, Cybersecurity and Ad Fraud Researcher, Marketing Science Consulting Group, Inc.
Location: State
Marketing Track Sponsor: Rocky Mountain International
In this interactive session presented by video conference, hear about digital ad fraud and how it is wasting billions of advertisers' dollars. More importantly, learn how the fraudulent activity of bots — fake traffic, fake impressions, fake clicks — mess up your analytics. Independent ad fraud researcher Dr. Augustine Fou, a.k.a. "bot hunter," will share real-life case examples from his consulting work. Learn how to analyze your analytics for telltale signs of bots, take specific steps to protect yourselves from this kind of fraud and optimize your marketing to bring more humans to arrive in Montana!
EXPERIENCE - From Big Island to Big Sky (Also Offered Monday at 2:45 PM)
Presenters: Kainoa Daines, Director of Sales, Oahu Visitors Bureau; Keya Birdsbill-Camel, Water People Tours; Tim Ryan, Heritage Education Northwest; Toby and Liz Werk, Blue Heaven Guest Ranch; Rose Williamson, Indian Battle Tours
Location: Lewis
Experience Track Sponsor: Adara
The mountains and prairies of Montana may be a far cry from the beaches and palm trees of Hawaii, but both states are working to incorporate their cultural identities into their tourism products. Hear success stories and explore possible future applications.
TRENDS - Are You China Ready?
Moderator: Marlee Iverson, Travel Trade Manager, MOTBD
Presenters: Marysue Costello, Executive Director, West Yellowstone CVB; Rick Hoeninghausen, Director of Marketing and Sales, Xanterra; Jenn Thomsen, Assistant Professor of Society and Conservation, University of Montana
Location: Helena
Trends Track Sponsor: Voices of Montana Tourism
Are you seeing an increase of travelers from the Pacific Rim? China is projected to become the largest source market of international travel to the United States by 2019. Attend this session to learn from a panel of Montana businesses that are already being impacted by this new source market and how they are adjusting to better facilitate the visitor experience.
BUSINESS - Strength in Numbers: Creating Financial Value
Presenters: Lorene Hintz, Business Advisor, Billings Regional Small Business Development Center; Anya Petersen-Frey, Regional Director, Bozeman Regional Small Business Development Center
Location: Clark
Business Track Sponsor: Montana Small Business Development Center Network
Numbers aren't sexy, but understanding how to use your financials to make business decisions can be fun and give you a leg up on the competition. Join us for an interactive session that will allow you to play with numbers and see how small changes can have big impacts.
BUSINESS - High Impact Marketing on a Shoestring Budget (Also Offered Tuesday at 10:45 AM)
Presenter: Brandon Orr, Regional Director, Helena Regional Small Business Development Center
Location: Governor
Business Track Sponsor: Montana Small Business Development Center Network
Don't have the cash to spend on large marketing initiatives? No problem—there are plenty of high impact, low cost marketing options you can implement that effectively reach your target market and spread your marketing dollars. Learn best practices and strategic approaches to market on a shoestring budget.
2:15–2:45 PM | EXHIBIT BREAK
Location: Back Lobby/Natatorium
Sponsor: Explorer Media Marketing - NW Travel & Life Magazine + NW Digital Network
2:45–3:45 PM | BREAKOUT SESSIONS
MARKETING - Managing Your Online Reputation
Presenter: Phillip Giudice, Northwest Senior Sales Executive (DMO), TripAdvisor
Location: Clark
Marketing Track Sponsor: Rocky Mountain International
Business listings and user reviews at travel websites such as TripAdvisor significantly influence traveler perception. Learn how to manage your online reputation, get more reviews, respond to reviews, understand the most important factors driving traveler engagement and generally be the best possible steward of your third-party website content.
EXPERIENCE - Hike, Bike, and Wheel into Montana: Attracting and Serving the Active Visitor
Presenters: Kassia Randzio, Community Engagement Manager, Montana Wilderness Association; Melinda Barnes, Executive Director, Bike Walk Montana; Joe Stone, Joe Stone Foundation
Location: State
Experience Track Sponsor: Adara
Today’s travelers are looking for active vacations, ones where they can hike or bike all day and relax with great food and drinks at night. How can you build identity around the natural and cultural amenities in your region in order to attract more active visitors? And what can you do to prepare for them? Hear best practices and success stories from several organizations.
EXPERIENCE - From Big Island to Big Sky (Also Offered Monday at 1:15 PM)
Presenters: Kainoa Daines, Director of Sales, Oahu Visitors Bureau; Keya Birdsbill-Camel, Water People Tours; Tim Ryan, Heritage Education Northwest; Toby and Liz Werk, Blue Heaven Guest Ranch; Rose Williamson, Indian Battle Tours
Location: Lewis
Experience Track Sponsor: Adara
The mountains and prairies of Montana may be a far cry from the beaches and palm trees of Hawaii, but both states are working to incorporate their cultural identities into their tourism products. Hear success stories and explore possible future applications.
TRENDS - Tourism Outlook, Economics, and Activities: The Nonresident Visitor (Also Offered Tuesday at 10:45 AM)
Presenters: Dr. Norma Nickerson, Director, Institute for Tourism and Recreation Research (ITRR); Jeremy Sage, Economist and Associate Director, ITRR; Kara Grau, Associate Director of Economic Analysis, ITRR
Location: Governor
Trends Track Sponsor: Voices of Montana Tourism
Dr. Norma Nickerson and her staff will present ITRR's 2017 outlook for Montana’s tourism and recreation industry, plus two additional studies: How tourism impacts and is impacted by the economy and visitors in northeast Montana (Missouri River Country) as a case study for future understanding of Montana regional tourism; and what activities participated in by nonresidents in Montana provide us with the higher spending visitors.
BUSINESS - Employee Retention: The Real Cost to Your Business's Bottom Line
Presenter: Julie Jaksha, Regional Director, Butte Regional Small Business Development Center
Location: Helena
Business Track Sponsor: Montana Small Business Development Center Network
Happy employees ensure your business thrives! In this course, you will learn how to create a positive corporate culture by identifying larger business goals. Get tips on hiring smarter, keeping employees engaged, and handling employees' concerns or complaints before they interrupt production.
3:45–4:15 PM | EXHIBIT BREAK
Location: Back Lobby/Natatorium
Sponsor: Adara
4:15–5:30 PM | INDUSTRY NETWORK BREAKOUT
Attendees will divide into groups by industry segment for a focused and guided conversation about opportunities and challenges for their specific part of the tourism and recreation industry.
ACCOMMODATIONS
Location: Capitol
Recommended for attendees representing: bed and breakfasts, campgrounds/RV parks, hotels/motels
ATTRACTIONS
Location: State
Recommended for attendees representing: art galleries, museums, state/national parks and monuments
DESTINATIONS
Location: Lewis
Recommended for attendees representing: dude/guest ranches, resorts, ski areas
FOOD, BEVERAGE AND RETAIL
Location: Helena
Recommended for attendees representing: breweries/distilleries/wineries, gift shops, restaurants
RECREATION
Location: Governor
Recommended for attendees representing: guides, nonprofit organizations related to recreation/public lands, outfitters
VISITOR SERVICES
Location: Clark
Recommended for attendees representing: tour guides, transportation, visitor information centers
7:00–9:00 PM | MONTANA TOURISM AWARDS BANQUET
Presenter: Governor Steve Bullock
Location: Grand Ballroom
Sponsor: Hoffman York. Wine provided by Certified Folder Display Service, Inc.
Special guest Governor Steve Bullock will deliver brief remarks before awarding the winners of the 2017 Montana Tourism Awards.