Monday, April 16, 2018
7:30 AM–5:30 PM | REGISTRATION
Location: Firehole Lounge
Sponsor: Windfall
8:30–9:45 AM | FEATURE PRESENTATION: TALK TRIGGERS - TURN YOUR CUSTOMERS INTO VOLUNTEER MARKETERS
Presenter: Jay Baer, President, Convince and Convert
Location: Missouri Ballroom
Sponsor: Xanterra
In this fast-paced, timely, dynamic presentation, Jay combines expert marketing strategy with his customer experience excellence framework, to showcase how any business can turn customers into advocates.
With hilarious and poignant storytelling, Jay teaches attendees the three primary ways to use customer experience to trigger word-of-mouth marketing, illustrates mistakes to avoid, and inspires audiences to put new strategies into practice immediately.
9:45–10:15 AM | EXHIBIT BREAK
Location: Yellowstone Conference Center Hall
Sponsor: Town Pump
Enjoy a snack while you network with exhibitors and other attendees, or stop by the Resource Lounge.
9:45–10:15 AM | RESOURCE LOUNGE
Location: Firehole Lounge
Sponsor: Destination Analysts
Meet and greet with experts representing a variety of programs and subjects.
10:15–11:15 AM | BREAKOUT SESSIONS
MARKETING - International Market Update
Moderator: Marlee Iverson, International Travel Trade Manager, MOTBD
Presenters: Jenni Bridgman, Account Director, KBC PR and Marketing (United Kingdom); Caroline Davidson, Principal/Director, Davidson Communications (Australia, New Zealand); Mako Sakaguchi, Representative, State of Montana Japan Trade Office (Japan); Susanne Schmitt, Account Manager, Lieb Management (Austria, Germany, Switzerland)
Location: Dunraven/Obsidian
Marketing Track Sponsor: Rocky Mountain International
MOTBD's international representatives work closely with tour operators and media from their respective markets. This session features updates from UK, Australian, German, and Japanese representatives on the latest travel trends of international visitors, as well as a Q & A session. Learn what appeals to international visitors and best practices to reach them.
MARKETING - The Six Steps to a Successful Digital Marketing Plan (Also Offered Monday at 2:45 PM)
Presenter: Aaron Nissen, Digital Marketing Strategist, Simpleview
Location: Amphitheater
Marketing Sponsor Track: Rocky Mountain International
The most successful digital marketing plans include six steps: research > creation > optimization > amplification > testing > reporting and analysis. This session will focus on the most challenging part of the digital marketing cycle: creation and amplification. Take your digital marketing plan to the next level with a mix of new and traditional strategies designed to encourage engagement, build influencers, and grow your online audience.
DESTINATION DEVELOPMENT - Destination Development Recipes for Success
Moderator: Jan Stoddard, Industry Services and Outreach Bureau Chief, MOTBD
Presenters: Becky Garland, President, Blackfoot Pathways - Sculpture in the Wild; Linda Haywood, Women for a Better Sanders County; Alan Myers-Davis, Director of Development, Whitefish Legacy Partners; Kevin O’Dwyer, Artistic Director/Curator, Blackfoot Pathways - Sculpture in the Wild; Heidi Van Everen, Executive Director, Whitefish Legacy Partners; Cary Woodruff, Director of Paleontology, Great Plains Dinosaur Museum
Location: Lake/Canyon
Destination Development Track Sponsor: Arrivalist
Destination development via tourism product and infrastructure development is increasingly recognized as vital to long-term sustainability. Learn from the stories of four very different (but all successful) destination development initiatives that have made an impact in their communities.
RESEARCH & TRENDS - The Latest in Montana Tourism: Trends, Economic Outlook, Spending, and the Value of Recreational Trails (Also Offered Tuesday at 10:15 AM)
Presenters: Dr. Norma Nickerson, Director, Institute for Tourism and Recreation Research (ITRR); Dr. Jeremy Sage, Economist and Associate Director, ITRR; Kara Grau, Assistant Director of Economic Analysis, ITRR
Location: Lamar/Gibbon
Research & Trends Track Sponsor: Pandora
The team at the Institute for Tourism and Recreation Research will walk you through the latest Montana travel findings, including a look back at 2017, the outlook for 2018 and visitor spending, as well as a brief view of the value recreational trails can provide local communities and economies.
BUSINESS - Buy the Numbers: Understanding Cash Flow and Break Even
Presenters: Shandy Hanks, Regional Director, Wolf Point SBDC; Julie Jaksha, Regional Director, Butte SBDC
Location: Cheyenne
Business Track Sponsor: Montana Small Business Development Center Network
A business needs to know how much to produce in order to cover its costs and make a profit. This course will discuss the importance of understanding the financial health of your business through break even and cash flow analysis.
11:30 AM–12:45 PM | KEYNOTE LUNCHEON
Presenters: Casey Lozar, Business Technical Assistance Bureau Chief, MOTBD; Beth Shumate, Division Administrator, Montana State Parks; Rachel VandeVoort, Director, Montana Office of Outdoor Recreation
Location: Missouri Ballroom
Sponsor: Sojern
Hear the latest updates from tribal tourism, Montana State Parks, and the new Office of Outdoor Recreation.
1:00–2:15 PM | FEATURE PRESENTATION: AN OUTDOOR LIFE IS A LIFE WELL LIVED - IT'S ALSO GOOD FOR THE HEART, SOUL, AND THE ECONOMY
Presenter: Marc Berejka, Director of Government and Community Affairs, REI
Location: Missouri Ballroom
Sponsor: Montana State Parks
The folks at REI believe that a life outdoors is a life well lived. That ethos has infused the co-op since its founding 80 years ago. It remains core to its now 16 million members and across the 150 stores in its fleet.
An increasing body of evidence is demonstrating why the outdoors is so good for you—so good for us. Research shows us that time in the outdoors improves our physical and mental health. Access to the outdoors binds us more tightly together as a community. It increases our sense of commitment to the long-term health of our natural surroundings.
Economic analysis also shows that the outdoors attracts not only tourists to great destinations, but also businesses, knowledge workers, and retirees. The outdoor recreation economy recently was found to make up over two percent of national GDP.
Mr. Berejka will walk through some of the more recent, compelling research and speak to how the outdoors is emerging as a strong, sustainable contributor to economic health in both urban and rural settings.
2:15–2:45 PM | EXHIBIT BREAK
Location: Yellowstone Conference Center Hall
Sponsor: Town Pump
Enjoy a snack while you network with exhibitors and other attendees, or stop by the Resource Lounge.
2:15–2:45 PM | RESOURCE LOUNGE
Location: Firehole Lounge
Sponsor: Destination Analysts
Meet and greet with experts representing a variety of programs and subjects.
2:45–3:45 PM | BREAKOUT SESSIONS
MARKETING - The Six Steps to a Successful Digital Marketing Plan (Also Offered Monday at 10:15 AM)
Presenter: Aaron Nissen, Digital Marketing Strategist, Simpleview
Location: Amphitheater
Marketing Track Sponsor: Rocky Mountain international
The most successful digital marketing plans include six steps: research > creation > optimization > amplification > testing > reporting and analysis. This session will focus on the most challenging part of the digital marketing cycle: creation and amplification. Take your digital marketing plan to the next level with a mix of new and traditional strategies designed to encourage engagement, build influencers, and grow your online audience.
DESTINATION DEVELOPMENT - Becoming Film Friendly to Attract Production (and Revenue) to Your Community
Moderator: Allison Whitmer, Commissioner, Montana Film Office
Presenters: Will Brewster; Gayle Fisher, Executive Director, Central Montana; Deb Kowalzek, General Manager, Yellowstone Pioneer Lodge; Rob Story
Location: Dunraven/Obsidian
Destination Development Track Sponsor: Arrivalist
Film, including commercials, television, and features, is a year-round, multimillion-dollar business in Montana. A warm welcome and expert assistance may help your community to be "film friendly." Hear from Montana location scouts and resident experts on how to translate your grand vistas and close-up adventures into revenue.
RESEARCH & TRENDS - Engagement Redefined: Capturing Attention in Our Voice-First, Audio-Led World
Presenter: Laura Fernandez, Director of Tourism, Pandora
Location: Lake/Canyon
Research & Trends Track Sponsor: Pandora
We live in a world where voice is the new touch thanks to advancements in technology such as smartphones, smart speakers, smart TVs, and connected cars. Seventy-nine percent of audio consumption now takes place where visuals cannot reach consumers. Laura Fernandez, Director of Tourism at Pandora, will discuss what this means for marketers and why DMOs need to embrace new technologies to drive visitation.
BUSINESS - Tax Reform: Be in the Know!
Presenters: Lorene Hintz, Business Advisor, Billings SBDC; Dena Johnson, Regional Director, Billings SBDC
Location: Lamar/Gibbon
Business Track Sponsor: Montana Small Business Development Center Network
This course will give insight into the new tax law and how it could affect your business. It will discuss strategies to help you optimize your plan with best practices going forward.
BUSINESS - Optimizing Your Online Presence (Also Offered Tuesday at 10:15 AM)
Presenters: Alex Evans, Regional Director, Miles City SBDC; Jason Nitschke, Regional Director, Great Falls SBDC
Location: Cheyenne
Business Track Sponsor: Montana Small Business Development Center Network
This course discusses best practices as well as details related to setting a budget, understanding your customer, where to locate online, and how to craft a message that motivates action.
3:45–4:15 PM | EXHIBIT BREAK
Location: Yellowstone Conference Center Hall
Sponsor: Town Pump
Enjoy a snack while you network with exhibitors and other attendees, or stop by the Resource Lounge.
3:45–4:15 PM | RESOURCE LOUNGE
Location: Firehole Lounge
Sponsor: Destination Analysts
Meet and greet with experts representing a variety of programs and subjects.
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. Feel free to choose whichever segment you best identify with.
DESTINATIONS AND ATTRACTIONS
Location: Dunraven/Obsidian
LODGING AND HOSPITALITY
Location: Amphitheater
OUTDOOR RECREATION
Location: Lake/Canyon
TRIBAL TOURISM
Location: Lamar/Gibbon
VISITOR SERVICES
Location: Cheyenne
6:00–7:00 PM | MONTANA TOURISM AWARDS RECEPTION
Location: Missouri Ballroom
Sponsor: Visit Big Sky
As anticipation builds for the 2018 Montana Tourism “Oscars” Awards Banquet, Visit Big Sky invites you to get the star treatment in the "Green Room Pre-Awards Reception." The Green Room is a staple of any Hollywood awards ceremony—a place where celebrities can mix and mingle before the big event. Enjoy Green Room goodies that’ll give you a taste of Big Sky and make you feel like a star!
7:00–9:00 PM | MONTANA TOURISM AWARDS BANQUET
Presenter: Lt. Governor Mike Cooney
Location: Missouri Ballroom
Sponsor: Hoffman York
Special guest Lt. Governor Mike Cooney will deliver brief remarks before the Oscars-style presentation of the 2018 Montana Tourism Awards. Some attendees choose to dress up for this celebratory event, but no specific attire is requested.