COIL BINDING Officia˜Officia˜ PROGRAMPROGRAMAttendees can view, share and download the latest...

OfficialOfficial

#esto19

PROGRAMPROGRAM

@USTravelESTO

CO

IL B

IND

ING

CO

IL B

IND

ING

CO

IL B

IND

ING

CO

IL B

IND

ING

CO

IL B

IND

ING

CO

IL B

IND

ING

ESTO 2019 • August 17-20 • Austin, TX • esto.ustravel.org • @USTravelESTO • #esto19 1

Table of Contents

Welcome . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

2019 Destinations Council and NCSTD Officers . . . . . . . . . . . . . 4

2019 ESTO Advisory Committee . . . . . . . . . . . . . . . . . . . . . . . . . 5

General Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Schedule At-a-Glance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Speaker Biographies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62

Sponsors and Hosts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66

ESTO 2019 • August 17-20 • Austin, TX • esto.ustravel.org • @USTravelESTO • #esto192

On behalf of U .S . Travel Association, welcome to ESTO 2019 . We’re excited to be in Austin, Texas, with so many colleagues and friends . Over the next four days, we will have unparalleled opportunities to learn from each other, discuss trends and challenges in tourism, and share best practices—all of which will help us improve our brands and grow travel .

Our guest speakers throughout ESTO 2019 are of the highest caliber, including the return of Anirban Basu, who will discuss national and global economic trends as they pertain to our industry, and Austin local Roy Spence, co-founder and CEO of GSD&M and The Purpose Institute, who created the “Don’t Mess with Texas” anti-littering campaign, among many other achievements .

New to ESTO? Be sure to visit the First-Timers' Networking Lounge—now in its second year—on Saturday and Sunday, where you can learn from ESTO veterans and enjoy some one-on-one networking time before you take in all the event has to offer .

Also new this year, we’re offering a unique chance to hear from organizations about the latest research products or tools that could be useful to you during our groundbreaking Innovation Hubs, taking place on Sunday from 12:00-1:30 p .m .

The ever-popular Great ESTO Debates are taking the main stage on Monday from 5:00-6:30 p .m ., in conjunction with an evening reception—so be prepared for an entertaining yet informative session .

As always, we’ll honor marketing excellence at the Destiny and Mercury Awards during our closing reception and awards dinner on Tuesday . The “Soundtrack of Texas” will guide our evening as we recognize marketing visionaries and celebrate the spirit and diversity of our host city .

The People’s Choice Award category is back and ESTO attendees and U .S . Travel membership organizations have had a chance to vote for their favorite submission . I encourage you to check out all the marketing excellence at the on-site Destiny and Mercury Awards Lounge, which displays the submissions from all finalists on the provided iPads .

But first, our opening reception, sponsored by Brand USA, takes place at Austin City Limits Live at Moody Theater on Sunday . Just a five-minute walk from the JW Marriott Austin, it promises an unforgettable evening complete with light hors d’oeuvres and drinks, networking with colleagues and peers and a performance by our special musical guest, Dr JOE .

I look forward to spending time with you over the next several days . Thanks for all you do to make our industry stronger .

ROGER DOWPresident and CEO U .S . Travel Association

Welcome Letter from Roger Dow


Welcome to Austin, Texas!Austin is a city built on cultivating innovative ideas . Willie Nelson came here to reinvent country music . Michael Dell reinvented the assembly line in his dorm room at the University of Texas . Austin is a special city where great ideas come to life . And we are sure that will happen at our industry’s premier professional development event .

The ESTO Advisory Committee is pleased to present the next few days of exciting sessions and keynote speakers, covering the latest in travel research, trends, innovation and marketing . We want to thank U .S . Travel Association’s ESTO team for all of their hard work to make this conference a success .

While you are here, we encourage you to immerse yourself in the destination . Make plans to experience our live music scene, partake in our world-famous BBQ and Tex-Mex (don’t forget about our queso!) and explore the many other entertainment and shopping options within a few blocks of the JW Marriott Austin . If you’re feeling adventurous, head out to the Hill Country and explore our award-winning Texas wineries or take a dip at one of the many swimming holes along the route .

We hope y’all have a great time and enjoy your visit to Austin, Texas .

JULIE CHASEVice President and Chief Marketing OfficerVisit Austin

BRAD SMYTHTourism DirectorTravel Texas

COVER PHOTO PROVIDED BY VISIT AUSTIN

Welcome Letter from ESTO 2019 Co-Chairs


DESTINATIONS COUNCIL CHAIR

NCSTD CHAIR

DESTINATIONS COUNCIL VICE CHAIR

NCSTD VICE CHAIR

PATRICK KALERPresident and CEOVisit Buffalo Niagara

DUANE PARRISHDirectorSouth Carolina Department of Parks, Recreation and Tourism

SUSIE SANTOPresident and CEO

Visit Wichita

CATHY RITTERDirector

Colorado Tourism Office

2019 Destinations Council andNational Council of State Tourism Directors(NCSTD) Officers


CASSADY BAILEYSenior Director, Partner Marketing

and PlanningBrand USA

NATASHA BOTHUNStrategic Partnerships and

Events ManagerSouth Dakota Department of Tourism

DEBRA BUSTOSU .S . Trade and Canadian

Marketing CoordinatorTravel Texas

ESRA CALVERTDirector of ResearchVirginia Tourism Corporation

MATT CLEMENT, CDMEVice President, Marketing and

Business DevelopmentArrivalist

KATIE COOKDirector of Digital MarketingVisit Austin

TIM FENNELLTourism Deputy DirectorTravel Texas

LIZ FITZSIMMONSExecutive DirectorMaryland Office of Tourism

Development

JORGE FRANZSenior Vice President, TourismVisit Houston

KRISTIN GILLESPIEDirector, Content StrategyVisit Seattle

DAN HOWARDDirector, CommunicationsPark City, Utah Chamber &

Visitors Bureau

DAVID LORENZVice President/Travel DirectorTravel Michigan, Michigan Economic

Development Corporation

MONYA MANDICHVice President, Global MarketingExpedia Group Media Solutions

ROBIN MCCLAINSenior Vice President,

Marketing and CommunicationsDestination DC

DAVE NITKIEWICZ, CTA Specialty Markets Sales ManagerExperience Grand Rapids

TERESA O’NEILL Vice President,

Global Strategic PartnershipsTravel Oregon

MITCH WHITTEN Executive Vice President,

Marketing and StrategyVisit Fort Worth

ESTO 2019 Advisory Committee Members

CO-CHAIRSBRAD SMYTHTourism DirectorTravel Texas

JULIE CHASEVice President and Chief Marketing OfficerVisit Austin

MEMBERS


Notes


REGISTRATION

The Registration desk will be located in the JW Marriott Austin, Third Floor, Lone Star East Foyer and will be open during the following hours:

Saturday, August 17 . . . 11:00 a .m .-5:00 p .m .

Sunday, August 18 . . . . . 8:00 a .m .-6:00 p .m .

Monday, August 19 . . . . 7:00 a .m .-4:00 p .m .

Tuesday, August 20 . . . .7:30 a .m .-2:00 p .m .

Sponsored by:

SESSION LOCATIONS

All ESTO sessions take place at the JW Marriott Austin. Visit esto.ustravel.org for the most up-to-date schedule and speaker information.

All general sessions and meals will take place on the fourth floor.

All concurrent sessions and Learning Labs will take place on the third floor.

Innovation Hub sessions will take place on the second floor.

For all other meeting and event locations, please consult your program or esto.ustravel.org .

AUSTIN INSIDER DEALS

Attendees are encouraged to take advantage of the Austin Insider Deals program to experience local dining, nightlife and attractions like a true "Austin Insider ." Find discounts on restaurants, tours, bike rentals, attractions, concerts and more . Go to visitaustin.org/deals and browse exclusive savings .

TRANSPORTATION

Rideshare and Taxi Austin-Bergstrom International Airport has moved the taxi and rideshare pick-up location due to airport expansion construction. From the lower level of the terminal (baggage claim) to the taxi & ride app pick-up: All pedestrian walkways lead to the garage . Exit the terminal and take one of the marked pedestrian crosswalks to the garage . From Garage Level 1, take the elevator or stairs (or shuttle) up to Garage Level 2 and use the pedestrian walkway between columns J and K to taxi and ride app pick-up located on Level G of the Rental Car Facility .

General Information


CONNECTING TO WI-FI AT THE JW MARRIOTT AUSTIN

• Connect to the wireless network ESTO19 .

• Open any web browser, which will automatically be directed to the sponsor’s login page .

• Enter the password: Simpleview (password is case sensitive) .

• Click “Connect .”

Sponsored by:

ESTO MOBILE SITE

Get instant access to conference details with the ESTO 2019 mobile site by going to esto.ustravel.org.

Sponsored by:

2019 TECH SPONSORS

General Information (continued)

SuperShuttle SuperShuttle has provided a 10% discount for ESTO attendees . Enter the group code when booking to receive 10% off systemwide airport transfers with SuperShuttle shared-ride or ExecuCar . The discount code is "RDV78 ."

STRANGEBIRD PROVISIONS POP-UP SHOP

LONE STAR EAST FOYER

Strangebird Provisions, presented by Visit Austin, is a unique pop-up shop experience featuring goods from some of the city’s popular local businesses and artisan makers . YETI, Yellowbird Sauces and Humble Goods are just a few of the companies that call Austin home, and ESTO attendees will have exclusive access to these local favorites at the Strangebird shop . The pop-up will be open during conference registration hours over the weekend, and ESTO attendees receive a 20% discount at both the Strangebird pop-up shop and the Austin Visitor Center .




ESTO ONLINE MARKETPLACE

The innovative Online Marketplace connects ESTO attendees, sponsors and speakers before, during and after ESTO . Attendees can view, share and download the latest sponsor brochures, white papers, research, multi-media campaigns, press releases and more . The platform will also feature the latest U .S . Travel research, toolkits and other resources . Access the marketplace by visiting esto.travtrade.com .

Sponsored by:

DESTINY AND MERCURY AWARDS LOUNGE

The Destiny and Mercury Awards Lounge makes its third-annual return for you to take a look at each finalist’s submissions, media files and judges’ comments . Stop by the lounge, located in the JW Grand Foyer, to view the top three finalists from each category in the digital gallery . Award winners will be announced on Tuesday, August 20, at ESTO’s Awards Dinner and Presentation .

The ESTO Awards enable states and destinations to showcase their creative accomplishments and foster the continued development of imaginative marketing and profitable promotional programs and campaigns in destination marketing . The Destinations Council’s Destiny Awards recognize marketing and promotion at the city, local and regional level . The National Council of State Tourism Directors’ Mercury Awards recognize state and territory destination marketing and promotion .

Sponsored by:

SOCIAL MEDIA

Follow @USTravelESTO on Twitter and join the #esto19 conversation on Twitter, Facebook and Instagram .


General Information (continued)General Information (continued)General Information (continued)

CHECK IN AT #esto19 FOURTH FLOOR, JW GRAND FOYER

Let everyone know you've arrived with an official ESTO check-in . Find the drum set and guitars, located just outside of the JW Grand Ballroom, pick your favorite instrument, snap a photo and share on social media using #esto19 .

CONNECTION CORNER

LONE STAR FOYER (NEAR ESCALATORS)

Where do you call home? Head over to the Destination Map, where Conversant representatives will be on hand to help take an instant-film photo of you and your crew . Then, you’ll pin that photo to your DMO’s location on the larger-than-life display .

Sponsored by:

CONFERENCE CREDENTIALS

All delegates are issued a name badge at registration . This non-transferable badge is required for admission to all official ESTO functions . Should an identification badge be lost, a replacement may be obtained at registration for a $500 processing fee . Badges must be worn at all ESTO events .

Badges sponsored by:

UNAUTHORIZED SOLICITATIONS

Solicitation of business by any person or persons that are not official ESTO delegates or sponsors is strictly prohibited . Please report any unauthorized solicitations immediately to a U .S . Travel staff member .


Notes

Over the past six years, Brand USA’s marketing and promotion efforts in the international marketplace have generated:

Brand USA has made continued progress

toward its mission of increasing visitation

and spend to the United States in order

to fuel the nation’s economy. The ongoing

support of our partners and stakeholders

is contingent upon our ability to add and

create value for them, and, ultimately,

drive results.

Artist Point, Mt. Baker - Snoqualmie National Forest, Washington

6.6millionincremental visitors

47.7billionin total economic impact

21.8billionin incremental spending

$

Source: Oxford Economics

Tourism is driving economic growth.

$


8:00 a .m .

8:30 a .m .

9:00 a .m .

9:30 a .m .

10:00 a .m .

10:30 a .m .

11:00 a .m .

11:30 a .m .

Noon

12:30 p .m .

1:00 p .m .

1:30 p .m .

2:00 p .m .

2:30 p .m .

3:00 p .m .

3:30 p .m .

4:00 p .m .

4:30 p .m .

5:00 p .m .

5:30 p .m .

Schedule At-a-GlanceSaturday, August 17

All ESTO sessions take place at the JW Marriott Austin. Visit esto.ustravel.org for the most up-to-date schedule and speaker information. See the full program starting on page 16 for room locations and session descriptions.

8:00 a.m.-NoonNCSTD Alumni-Hosted Community Event: ESTO Cares Advance registration required

1:00-5:30 p.m.National Council of State Tourism Directors Annual Meeting

NCSTD members only

2:00-3:30 p.m.Learning Labs Round 1

3:45-5:15 p.m.Learning Labs Round 2

Learning Labs Break

2:00-5:00 p.m.Destinations Council Board of Advisors Meeting

Destinations Council board members only

LEARNING LABS ROUND 1

2:00-3:30 p.m.

• Crafting Content Like a Boss: Content Development for Every Step of the Customer Journey

• Destination Content: Interactive Boot Camp

• The Intersection of Data and Creativity that Builds Cutting-Edge Destination Marketing Campaigns

• What's New With Visual Storytelling

LEARNING LABS ROUND 2

3:45-5:15 p.m.

• Crafting Content Like a Boss: Content Development for Every Step of the Customer Journey

• Destination Content: Interactive Boot Camp

• The Intersection of Data and Creativity that Builds Cutting-Edge Destination Marketing Campaigns

• What's New With Visual Storytelling

11:00 a.m.-5:00 p.m.Registration

11:00 a.m.-4:00 p.m.First-Timers’ Networking Lounge

11:00 a.m.-5:00 p.m.Connection Corner

11:00 a.m.-6:00 p.m.Strangebird Provisions Pop-Up Shop

11:00 a.m.-6:00 p.m.Destiny and Mercury Awards Lounge


8:30 a .m .

9:00 a .m .

9:30 a .m .

10:00 a .m .

10:30 a .m .

11:00 a .m .

11:30 a .m .

Noon

12:30 p .m .

1:00 p .m .

1:30 p .m .

2:00 p .m .

2:30 p .m .

3:00 p .m .

3:30 p .m .

4:00 p .m .

4:30 p .m .

5:00 p .m .

5:30 p .m .

6:00 p .m .

7:00 p .m .

7:30 p .m .

8:00 p .m .

Schedule At-a-GlanceSunday, August 18

Visit esto.ustravel.org for the most up-to-date schedule and speaker information.See the full program starting on page 16 for room locations and session descriptions.

9:00-11:00 a.m.NCSTD Open Forum

NCSTD members only

Noon-1:30 p.m.Innovation Hubs

8:30-9:30 a.m.Brand USA's International Marketing Outlook and Strategy

9:45-11:45 a.m.Ideas and Inspiration

Powered by the Destinations Council

City, local and regional DMOs and CVBs only

12:30-3:30 p.m.State Travel Action Network (STAN) Meeting

By invitation only

2:00-4:30 p.m.PDN Sessions

5:00-6:00 p.m.General Session: To All The Economists I've Loved Before

6:30-8:00 p.m.Opening Reception

4:30-5:00 p.m. Networking Refreshment Break

PROFESSIONAL DEVELOPMENT NETWORK (PDN) SESSIONS

2:00-4:30 p.m.

• Destination Development

• Domestic and International Travel Trade

• Insights and Research

• Marketing and Advertising: DMOs/CVBs

• Marketing and Advertising: States

• Public Relations: DMOs/CVBs

• Public Relations: States

• Strategic Partnerships

• Travel Information, Visitor and Welcome Centers


8:00 a.m.-5:00 p.m.First-Timers' Networking Lounge



11:00 a.m.-6:00 p.m.Strangebird Provisions Pop-Up Shop


7:30 a .m .

8:00 a .m .

8:30 a .m .

9:00 a .m .

9:30 a .m .

10:00 a .m .

10:30 a .m .

11:00 a .m .

11:30 a .m .

Noon

12:30 p .m .

1:00 p .m .

1:30 p .m .

2:00 p .m .

2:30 p .m .

3:00 p .m .

3:30 p .m .

4:00 p .m .

4:30 p .m .

5:00 p .m .

5:30 p .m .

6:00 p .m .

6:30 p .m .

Schedule At-a-GlanceMonday, August 19 - DESTINATION DAY

7:45-8:30 a.m.Networking Breakfast

9:30-10:30 a.m.Keynote Session: The Power of Purpose in Business, Life and the Life of America

8:45-9:30 a.m.Opening Remarks

12:15-2:00 p.m.Destination Day Lunch

5:00-6:30 p.m.The Great ESTO Debates and Reception

10:30-10:50 a.m. Networking Refreshment Break

3:15-3:45 p.m. Networking Refreshment Break

11:00 a.m.-NoonConcurrent Sessions

4:00-5:00 p.m.Concurrent Sessions

2:15-3:15 p.m.General Session: How to Harness the Power of Joy and Lead with Purpose

CONCURRENT SESSIONS

11:00 a.m.-Noon

• An Insider’s Guide to Economic Development

• Developing the Global Message

• Inside the Exciting Trend of Third-Party Brand Partnerships

• Social Media and Content Masterclass

• The Advertising Evolution: What’s Old Is New Again

• Where Are We Going? Predictions for the U.S. Travel Economy





CONCURRENT SESSIONS

4:00-5:00 p.m.

• An Insider’s Guide to Economic Development (Repeat)

• Equity and Inclusion: How to Be a More Welcoming Destination

• Inside the Exciting Trend of Third-Party Brand Partnerships (Repeat)

• The ABCs of Persuasive Advertising

• The Odd Couple

• What Keeps You Up at Night?


8:00 a .m .

8:30 a .m .

9:00 a .m .

9:30 a .m .

10:00 a .m .

10:30 a .m .

11:00 a .m .

11:30 a .m .

Noon

12:30 p .m .

1:00 p .m .

1:30 p .m .

2:00 p .m .

2:30 p .m .

3:00 p .m .

3:30 p .m .

4:00 p .m .

4:30 p .m .

6:30 p .m .

7:00 p .m .

7:30 p .m .

9:00 p .m .

Schedule At-a-GlanceTuesday, August 20

8:15-9:00 a.m.Networking Breakfast

9:15-10:15 a.m.General Session: Lead Yourself First, Before You Lead Others

1:45-2:45 p.m.Digital Leadership in the Age of Disruption

10:15-10:35 a.m. Networking Refreshment Break

2:45-3:15 p.m. Networking Break

10:45-11:45 a.m.Concurrent Sessions

3:30-4:30 p.m.Concurrent Sessions

Noon-1:30 p.m.Networking Lunch

7:15-9:00 p.m.Awards Dinner and Presentation

6:30-7:15 p.m.Closing Reception

CONCURRENT SESSIONS

10:45-11:45 a.m.


• Data in Action: Going Beyond Attribution

• Don’t Be Afraid to Ask

• Led by Creative, Confirmed by Science

• On the Track to Leadership

• The ABCs of Persuasive Advertising (Repeat)

CONCURRENT SESSIONS

3:30-4:30 p.m.


• Back to Basics: Laying Out the Visitor’s Online Experience

• Is Accessibility the Newest (and Least Expensive) Form of Product Development?

• Music Tourism Beyond Events: How Music Drives Visitation Beyond Events and Festivals

• The Next Trends in Destination Marketing–Putting the Consumer First

• You're Part of Leadership: Now What?






All ESTO sessions take place at the JW Marriott Austin. Visit esto.ustravel.org for the most up-to-date schedule and speaker information.

ProgramSaturday, August 17

8:00 a.m.-Noon

NCSTD Alumni-Hosted Community Event: ESTO Cares PARTICIPANTS SHOULD MEET IN THE JW MARRIOTT AUSTIN MAIN LOBBY TO CHECK IN

Give back to the local Austin community by attending the annual ESTO Cares event . Join the Central Texas Foodbank and National Council of State Tourism Directors alumni to pack food for families in need . Transportation will be provided .

Advance registration required

11:00 a.m.-4:00 p.m.

First-Timers’ Networking LoungeLONE STAR EAST FOYER

New to ESTO? Come by the lounge for a chance to learn more about the conference and to meet other attendees . ESTO veterans will be there to answer questions . Snacks will be served!

Sponsored by:

11:00 a.m.-5:00 p.m.

Connection Corner LONE STAR FOYER (NEAR ESCALATORS)


Sponsored by:


ProgramSaturday, August 17 (continued)

11:00 a.m.-5:00 p.m.

Registration LONE STAR EAST FOYER

Registration is located on the third floor .

Sponsored by:

11:00 a.m.-5:00 p.m.

Strangebird Provisions Pop-Up ShopLONE STAR EAST FOYER

Strangebird Provisions, presented by Visit Austin, is a unique pop-up shop experience featuring goods from some of the city’s popular local businesses and artisan makers . YETI, Yellowbird Sauces and Humble Goods are just a few of the companies that call Austin home, and ESTO attendees will have exclusive access to these local favorites at the Strangebird shop . The pop-up will be open during conference registration hours over the weekend, and ESTO attendees receive a 20% discount at both Strangebird and the Austin Visitor Center .

11:00 a.m.-6:00 p.m.

Destiny and Mercury Awards LoungeJW GRAND FOYER

Stop by the Destiny and Mercury Awards Lounge to view our digital awards gallery, which showcases submissions from the top three finalists in each category . Award winners will be announced on Tuesday, August 20, at ESTO’s Awards Dinner and Presentation .

Sponsored by:


1:00-5:30 p.m.

National Council of State Tourism Directors Annual MeetingBRAZOS ROOM

The National Council of State Tourism Directors meeting is a time for members to review programs and services, discuss strategy and connect on critical policy issues .

NCSTD members only

NCSTD lunch sponsored by:

2:00-5:00 p.m.

Destinations Council Board of Advisors MeetingROOMS 203 & 204

The Destinations Council Board of Advisors meeting is a time for board members to review programs and services, discuss strategy and connect on critical policy issues .

Destinations Council board members only

Destinations Council break sponsored by:

2:00-3:30 p.m. - LEARNING LABS ROUND 1

The Learning Labs are on a first-come, first-served basis.

Crafting Content Like a Boss: Content Development for Every Step of the Customer Journey

LONE STAR F-H

Studies show consumers spend 8 .7 billion minutes viewing digital travel content every year . The most successful DMOs optimize their content to serve as micro moments designed to drive a user to their destination . The development of conversion-worthy webpages, advertising copy, emails and social content is critical to destination marketing .

In this Learning Lab, experts from Simpleview’s award-winning digital marketing team will guide you through the development of a customer




journey . Get hands-on with solutions for crafting content designed to convert . By the end of this interactive session, you will be ready to take your web, email, video and social strategies to the next level from campaign connection to conversion completion…like a BOSS!

SESSION TAKEAWAYS:

• Learn how to craft the right message for each of the five stages of travel .

• Discover new techniques for content research .

• Get hands-on with tools designed to make content creation a breeze .

• Get inspired by real-world examples .

SPEAKERS:Michele Barnes, Senior CRO Analyst, SimpleviewSandee Jordan, Director of Content Marketing, Simpleview

Presented and sponsored by:

Destination Content: Interactive Bootcamp LONE STAR E

Join us for this 90-minute interactive Learning Lab with content experts from across Miles Partnership and our content studio, Odyssey . This session will not only highlight compelling new content opportunities for DMOs, but also show you how to capture and create this content with new platforms and tools that are affordable or free . After briefly highlighting five critical new content opportunities, we’ll divide into groups to put these tools and opportunities to the test .

Take your destination storytelling skills to the next level with this fun, yet practical session that will give you a deeper understanding of how, when and why you should deploy these new strategies into your current efforts .

SPEAKERS:Vince Tatarian, Content Director, Miles PartnershipRyan Thompson, Senior Vice President, Miles Partnership




The Intersection of Data and Creativity that Builds Cutting-Edge Destination Marketing Campaigns

LONE STAR D

We are excited to welcome back Expedia Group Media Solutions for the sixth year as one of our Learning Lab presenters . At this session, Expedia Group Media Solutions will share its latest custom research on traveler attribution, which explores the behaviors of U .S . digital travel shoppers as they navigate the travel ecosystem, from looking to booking and everything in between . The research examines the types of travel websites consumers turn to at every stage of the purchase journey and reveals how these sites interact and ultimately influence booking decisions .

You will also discover how to put these insights into action with digital advertising tools designed for destination marketers . We will share the latest insights and reporting capabilities marketers can expect from our proprietary first-party data, as well as our portfolio of products to engage travelers throughout their purchase journey .

Learn from fellow destination marketers how they engage new audiences by using data, interactivity and the latest digital marketing solutions to influence traveler destination decisions .

Please join Expedia Group Media Solutions at ESTO for an opportunity to take away these valuable insights as well as a chance to win an “Away Travel” carry-on suitcase (must be present to win) .

SPEAKERS:Wendy Olson Killion, Vice President, Business Development,

Expedia Group Media SolutionsChristine Scarce, Director, Product Marketing, Expedia Group

Media Solutions


What’s New With Visual StorytellingLONE STAR A-C

Visuals are still the most impactful type of content that DMOs can share to inspire travelers to visit a destination . Across the tourism industry, many brands are telling the same stories that don’t stand out from the crowd or reveal what is unique about their destination . Learn how to help your team create and share stories that make travelers stop, notice and take action . From content ideation and working with partners and professionals to tapping into



new Instagram and Google trends, you’ll leave this session with helpful tactics to use with your team . CrowdRiff will share best practices and inspiration from the best brand storytellers, both within travel and other industries . Prepare to get hands-on in this fun and interactive session!

Attendees will learn:

• New techniques for content and campaign ideation .

• Tips for sourcing and curating visual content from professionals, the public, influencers and partners .

• How to use new products from Instagram, Facebook and Google to reach and influence more travelers .

SPEAKERS:Amrita Gurney, Vice President of Marketing, CrowdRiffTaisa Veras, Director of Social Media, NYC & Company


3:30-3:45 p.m.

Learning Labs BreakLONE STAR FOYER

Sponsored by:

3:45-5:15 p.m. - LEARNING LABS ROUND 2

The Learning Labs are on a first-come, first-served basis.

Crafting Content Like a Boss: Content Development for Every Step of the Customer Journey

LONE STAR F-H

Studies show consumers spend 8 .7 billion minutes viewing digital travel content every year . The most successful DMOs optimize their content to serve as micro moments designed to drive a user to their destination . The development of conversion-worthy webpages, advertising copy, emails and social content is critical to destination marketing .



In this Learning Lab, experts from Simpleview’s award-winning digital marketing team will guide you through the development of a customer journey . Get hands-on with solutions for crafting content designed to convert . By the end of this interactive session, you will be ready to take your web, email, video and social strategies to the next level from campaign connection to conversion completion…like a BOSS!

SESSION TAKEAWAYS:

• Learn how to craft the right message for each of the five stages of travel .

• Discover new techniques for content research .

• Get hands-on with tools designed to make content creation a breeze .

• Get inspired by real-world examples .

SPEAKERS:Michele Barnes, Senior CRO Analyst, SimpleviewSandee Jordan, Director of Content Marketing, Simpleview


Destination Content: Interactive Boot CampLONE STAR E

Join us for this 90-minute interactive Learning Lab with content experts from across Miles Partnership and our content studio, Odyssey . This session will not only highlight compelling new content opportunities for DMOs, but also show you how to capture and create this content with new platforms and tools that are affordable or free . After briefly highlighting five critical new content opportunities, we’ll divide into groups to put these tools and opportunities to the test .

Take your destination storytelling skills to the next level with this fun, yet practical session that will give you a deeper understanding of how, when and why you should deploy these new strategies into your current efforts .

SPEAKERS:Vince Tatarian, Content Director, Miles PartnershipRyan Thompson, Senior Vice President, Miles Partnership



The Intersection of Data and Creativity that Builds Cutting-Edge Destination Marketing Campaigns

LONE STAR D

We are excited to welcome back Expedia Group Media Solutions for the sixth year as one of our Learning Lab presenters . At this session, Expedia Group Media Solutions will share its latest custom research on traveler attribution, which explores the behaviors of U .S . digital travel shoppers as they navigate the travel ecosystem, from looking to booking and everything in between . The research examines the types of travel websites consumers turn to at every stage of the purchase journey and reveals how these sites interact and ultimately influence booking decisions .

You will also discover how to put these insights into action with digital advertising tools designed for destination marketers . We will share the latest insights and reporting capabilities marketers can expect from our proprietary first-party data, as well as our portfolio of products to engage travelers throughout their purchase journey .

Learn from fellow destination marketers how they engage new audiences by using data, interactivity and the latest digital marketing solutions to influence traveler destination decisions .

Please join Expedia Group Media Solutions at ESTO for an opportunity to take away these valuable insights as well as a chance to win an “Away Travel” carry-on suitcase (must be present to win) .

SPEAKERS:Wendy Olson Killion, Vice President, Business Development,

Expedia Group Media SolutionsChristine Scarce, Director, Product Marketing, Expedia Group

Media Solutions


What’s New With Visual StorytellingLONE STAR A-C

Visuals are still the most impactful type of content that DMOs can share to inspire travelers to visit a destination . Across the tourism industry, many brands are telling the same stories that don’t stand out from the crowd or reveal what is unique about their destination . Learn how to help your team create and share stories that make travelers stop, notice and take action . From content ideation and working with partners and professionals to tapping into new Instagram and Google trends, you’ll leave this session with helpful tactics




to use with your team . CrowdRiff will share best practices and inspiration from the best brand storytellers, both within travel and other industries . Prepare to get hands-on in this fun and interactive session!

Attendees will learn:

• New techniques for content and campaign ideation .

• Tips for sourcing and curating visual content from professionals, the public, influencers and partners .

• How to use new products from Instagram, Facebook and Google to reach and influence more travelers .

SPEAKERS:Amrita Gurney, Vice President of Marketing, CrowdRiffTaisa Veras, Director of Social Media, NYC & Company



ProgramSunday, August 18

8:00 a.m.-6:00 p.m.

Registration LONE STAR EAST FOYER


Sponsored by:

8:00 a.m.-5:00 p.m.

First-Timers’ Networking LoungeLONE STAR EAST FOYER

New to ESTO? Come by the lounge for a chance to learn more about the conference and to meet other attendees . ESTO veterans will be there to answer questions . Snacks will be served!

Sponsored by:

8:00 a.m.-6:00 p.m.



Sponsored by:


ProgramSunday, August 18 (continued)

8:00 a.m.-6:00 p.m.

Strangebird Provisions Pop-Up Shop LONE STAR EAST FOYER

Strangebird Provisions, presented by Visit Austin, is a unique pop-up shop experience featuring goods from some of the city’s popular local businesses and artisan makers . YETI, Yellowbird Sauces and Humble Goods are just a few of the companies that call Austin home, and ESTO attendees will have exclusive access to these local favorites at the Strangebird shop . The pop-up will be open during conference registration hours over the weekend, and ESTO attendees receive a 20% discount at both Strangebird and the Austin Visitor Center .

8:00 a.m.-6:00 p.m.

Destiny and Mercury Awards LoungeJW GRAND FOYER


Sponsored by:



8:30-9:30 a.m.

Brand USA's International Marketing Outlook and StrategyJW GRAND BALLROOM

Learn about the key trends driving inbound tourism, as well as:

• U .S . arrivals data challenges and expectations .

• Growth challenges and drivers .

• Consumer sentiment research .

• Brand USA 2020 market priorities and strategy .

SPEAKER:Carroll Rheem, Vice President, Research and Analytics, Brand USA

Coffee and breakfast pastries will be served.

Presented by:

9:00-11:00 a.m.

NCSTD Open ForumBRAZOS ROOM

NCSTD members only

9:45-11:45 a.m.

Destinations Council's Ideas and Inspiration: The Politics of Insomnia: What Keeps Destination Marketers Up At Night?

JW GRAND BALLROOM

Join the Destinations Council for their annual Ideas and Inspiration session! Learn about the council’s recent engagement programs and newly released advocacy tools . Then, engage in a discussion with U .S . Travel staff about U .S . Travel’s latest key policy issues . Finally, participate in a moderated open-forum discussion with your peers about your current DMO struggles or pain points .



SESSION TAKEAWAYS:• Learn about the new Destinations Council Emerging Leaders mentorship

program .

• Explore the Travel Economic Impact Calculator for city-level data, a new tool created for DMOs to advocate for their position in travel .

• Hear from U .S . Travel’s public affairs team regarding U .S . Travel’s key policy issues and learn tips on how to message through these headwinds .

• Engage in an open-forum discussion with industry peers to learn what keeps destination marketers up at night .

MODERATORS:Patrick Kaler, President and CEO, Visit Buffalo NiagaraBerkeley Young, President, Young Strategies, Inc .

PANELISTS:Erik Hansen, Vice President, Government Relations,

U .S . Travel AssociationGreg Staley, Senior Vice President, Communications,

U .S . Travel Association

Powered by the Destinations Council Open to DMOs and CVBs

Sponsored by:

Noon-1:30 p.m. - INNOVATION HUBS

Experience our new Innovation Hubs, which offer four unique 15-minute sessions. Head to a hub, grab a headset and switch to the audio channel that corresponds to your hub. Once the headsets at a hub are gone, skip to the next hub—don’t worry: you’ll get a chance to attend each one, since you will rotate to a new hub every 15 minutes.

Become a Destination Marketing SuperheroGRIFFIN HALL

The Marvel Cinematic Universe created more than 20 films that have not only shaped a generation, but have also become part of our culture . Many of these series were only known to the misfits, the outcasts, the nerds . Today, there is an entire ecosystem driving ticket sales, experiences, retails and travel . In this session, Madden will explore five core lessons destination marketing teams can learn from the success of this franchise .



Madden will demonstrate how destination marketers can:

• Build their own content universe .

• Create intrigue, emotion and curiosity .

• Assemble their team of advocates .

SPEAKER:Dan Janes, Chief Executive Officer, Madden

Sponsored and presented by:

Engagement Redefined: Capturing Attention in Our Voice-First, Audio-Led World

GRIFFIN HALL

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 . As much as 79% of audio consumption now happens where visuals cannot reach consumers .

Pandora Media will discuss:

• What this means for marketers .

• Why brands need to embrace new technologies .

• How marketers can use new technologies to reach their target audience .

SPEAKER:Laura Fernandez, Director, Travel and Tourism, Pandora Media, Inc .




Office Hours With Matador: Ask Me Anything!GRIFFIN HALL

Attendees can expect an interactive and candid discussion with Ross Borden about any challenges they are facing or opportunities they are trying to identify in fiscal year 2020 and beyond . While building one of the biggest media companies in travel, Ross and his team have made a ton of mistakes along the way, and if you join this session, you might just avoid them!

Matador Network will focus their discussion on:

• Video. What's better—long-form or short-form? How can DMOs produce quality video without big budgets?

• Influencers. Are influencers going away or getting more important? How can DMOs navigate the pitfalls?

• Traffic. What should be a DMO’s focus—social or SEO?

• Website. What are some tips for creating a website that engages travelers and keeps them clicking?

• Co-op Funding Models. How can DMOs structure these models so everyone wins?

• Third-Party Brand Partnerships. Is this the next frontier in branded content?

SPEAKER:Ross Borden, CEO, Matador Network


How to Become a Data RockstarGRIFFIN HALL

Don’t get stuck with a data dirge . Join this interactive session for a first look at Tourism Economics’ new data analytics and visualization services that help destinations make their data sing . These new tools are designed to take DMO sales strategy, market tracking and performance analysis to the next level . This session is for destinations of all sizes, as the hands-on, state-of-the-art research services and products are scalable to fit all budgets .

MATADORnetwork


SESSION TAKEAWAYS:• Uncover and share actionable insights with stakeholders .

• Efficiently access and share decision-ready intelligence .

• Communicate the impact of your organization in a concise and interactive way .

SPEAKERS:Erik Evjen, Director of Data Analytics and Insights, Tourism EconomicsAdam Sacks, President, Tourism Economics


12:30-3:30 p.m.

State Travel Action Network (STAN) Meeting ROOM 308

The STAN meeting at ESTO is the only forum for state travel industry associations to network and learn from colleagues who encounter similar challenges in dealing with state legislatures and congressional delegations . It is a valuable opportunity to pick up new methods and techniques for strengthening the travel industry in your state, as well as to network with your peers .

By invitation only

2:00-4:30 p.m. PROFESSIONAL DEVELOPMENT NETWORK (PDN) SESSIONS

Join your fellow colleagues and industry professionals for an open exchange on best practices, new trends, critical topics, current issues and more.

Important: PDN sessions are open to representatives from state tourism offices, CVBs and DMOs and their agencies, if they are on record to attend on behalf of the organization. Due to the size and nature of the marketing and advertising and public relations PDNs, these sessions are split into two groups: one for state tourism office representatives (labeled “States”) and one for representatives from urban, regional and local destination marketing organizations/CVBs (labeled “DMOs/CVBs”).




Destination DevelopmentLONE STAR B-C

This year’s session has been crafted based on registrant input and will be more interactive than ever before! During the first hour, attendees will hear two successful destination development case studies—one from the state perspective and one from a jurisdictional DMO perspective . Both case studies will focus on how to engage stakeholders to maximize opportunities and leverage partnerships . During the second hour, your facilitators will lead a discussion based on the hot topics and key questions you identified . The session will close with an opportunity for you to share your ideas for the 2020 Destination Development PDN!

FACILITATORS:Don Kolodz, Senior Vice President, Destination Development,

Discover the Palm BeachesMarci Ross, Assistant Director for Tourism Development,

Maryland Office of Tourism Development

Domestic and International Travel TradeLONE STAR F-G

If you want to ensure that you are headed in the right direction, the travel trade PDN is the spot for you . During this structured yet informal session, we will discuss high-level issues, share successes, critique ideas related to international and domestic travel trade, and provide insights from all levels of state and local DMOs . This session provides an exceptional platform to participate in focused discussions, build your network of industry advisers and broaden your educational scope . Learn from your peers, bring trends to the table for discussion, share your knowledge and find out what makes other trade sales and development teams tick .

FACILITATORS:Greg Eckhart, Director, Global Sales, Travel OregonJorge Franz, Senior Vice President of Tourism, Visit HoustonJames Scoon, Director of Global Sales and Services,

Wyoming Office of TourismRafael Villanueva, Senior Director of International Sales,

Las Vegas Convention and Visitors Authority

Insights and ResearchROOM 205

This will be an informative discussion on current and near-term economic conditions, industry headwinds and challenges such as visitor management, homelessness and workforce development . This session will also provide an opportunity to discuss areas for industry growth .

FACILITATOR:Jamie Mageau, Director, Research Products, U .S . Travel Association



Marketing and Advertising – DMOs/CVBsLONE STAR D

Join us for the newly reformatted Marketing and Advertising PDN . The new format includes fewer formal presentations and more opportunities to dive into meaningful round-table conversations on pre-submitted topics, ranging from pain points to best practices to new technologies . Topics will likely focus on areas tourism marketers deal with regularly, including social influencers, big data, email marketing and content distribution . We understand our budgets are as diverse as our destinations, so special attention will be paid to topics that are scalable in nature to work for various budgets and staff sizes . Come to learn, participate and network with your peers .

FACILITATORS:Katie Cook, Director of Digital Marketing, Visit AustinAdam Johnson, Vice President of Marketing and Media Relations,

Visit Saint Paul

Marketing and Advertising – States LONE STAR E

Get ready—we are going to roll up our sleeves and have an open discussion on the latest state tourism advertising trends and listen to peers talk about what has worked and what to avoid . You choose the topics and we will provide an open forum to ask questions and get answers on today’s pressing state advertising questions .

FACILITATORS:Tim Fennell, Tourism Deputy Director, Travel TexasAlena Hicks, Director, Marketing and Strategic Partnerships,

Arizona Office of Tourism

Public Relations – DMOs/CVBsROOM 203-204

Learn why the public relations teams at DMOs never sleep. In this session, enjoy robust conversation with your peers, as the discussion will focus on the things that keep you up at night from a PR standpoint . Topics will vary from crises in the destination to managing social media trolls .

FACILITATORS:Leroy Bridges, Vice President, Digital and Communications,

Visit St . Pete/ClearwaterRyan Callison, Director of Marketing and Communications, Visit Frisco


Public Relations – StatesBRAZOS ROOM

This session is designed to facilitate open discussion between state tourism professionals in communications and public relations roles . Participants will have the opportunity to make new connections within the industry and discuss trending topics . A peer-led presentation will be followed by an open forum in which participants are encouraged to share and exchange comments and ideas . Potential discussion topics include influencer marketing, social media community management, domestic and international media outreach and more .

FACILITATORS:Aimee Awonohopay, Public and Industry Relations Director,

New Mexico Tourism DepartmentChelsea Hartnett, Communications Specialist, Travel Texas

Strategic PartnershipsROOM 303-304

Many effective partnerships start as a public-private collaboration, bridging the gap to create a strong foundation for the future . Be inspired with fresh ideas and practical tools to develop and plan for long-term partnerships that will help leverage your resources .

FACILITATOR:Lisa Itel, Director, Global Strategic Partnerships, Travel Oregon

Travel Information, Visitor and Welcome CentersLONE STAR A

This session is for all visitor services professionals, from front-line workers to decision-making directors . Experts from CVBs, DMOs and governments share information openly about successes, challenges, programs, policies and laws applicable to operating visitor centers . Whether you are a novice or a veteran, you will learn something new and leave with ideas to implement at your own centers .

FACILITATORS:Brittney Gray, Director, Visitor Information Centers, Georgia TourismMartha Martin, Travel Services Project Supervisor,

Texas Department of Transportation




4:30-5:00 p.m.

Networking Refreshment BreakJW GRAND FOYER

Sponsored by:

5:00-6:00 p.m.

General Session: To All The Economists I've Loved BeforeJW GRAND BALLROOM

This presentation supplies a detailed discussion regarding global, national and regional economic performance using the most current data available . Special attention is devoted to certain aspects of economic life, including the performance of financial, labor, real estate and construction markets .

SPEAKER:Anirban Basu, Chairman and CEO, Sage Policy Group, Inc .

Sponsored by:

6:30-8:00 p.m.

Opening ReceptionAUSTIN CITY LIMITS LIVE AT THE MOODY THEATER

Just a five-minute walk from the JW Marriott Austin, ESTO attendees will get to experience a one-of-a-kind evening at Austin City Limits Live at The Moody Theater (ACL Live) with special musical guest, Dr JOE . Drinks and light hors d'oeuvres will be served .

Sponsored by:


ProgramMonday, August 19

TODAY IS DESTINATION DAY!Show your team spirit and wear your destination’s official branded apparel today.

7:00 a.m.-4:00 p.m.

RegistrationLONE STAR EAST FOYER


Sponsored by:


ProgramMonday, August 19 (continued)

7:00 a.m.-4:00 p.m.



Sponsored by:

7:00 a.m.-6:00 p.m.

Destiny and Mercury Awards Lounge JW GRAND FOYER


Sponsored by:

7:45-8:30 a.m.

Networking BreakfastJW GRAND BALLROOM

Sponsored by:


8:45-9:30 a.m.

Opening RemarksJW GRAND BALLROOM

SPEAKERS:Julie Chase, Vice President and Chief Marketing Officer, Visit AustinRoger Dow, President and CEO, U .S . Travel AssociationTom Noonan, President and CEO, Visit AustinBrad Smyth, Tourism Director, Travel Texas

9:30-10:30 a.m.

Keynote Session: The Power of Purpose in Business, Life and the Life of America

JW GRAND BALLROOM

Roy Spence, CEO and co-founder of The Purpose Institute, has made it his life’s journey to discover and bring to life the path to purpose and higher calling for leaders of companies . In today’s world of hyper-connectivity, people are feeling more disconnected from themselves and their core purpose—both in life, in their work and even in their country—than maybe ever before . In the real world, and the social media world, too, there seems to be a designed plan to foster a world of constant chaos and a more damaging “us” versus “them” social disorder . This is where the power of purpose comes in . Finding purpose in your life and your life’s work is an energizing and powerful force to counter chaos and divisiveness . In the world of tourism marketing, Roy discusses how a powerful purpose and brilliant positioning are the key drivers of perception, preference and activation . As all destination marketers know in this world of tourism, we want people and families to come with fat wallets—we want them to leave with empty wallets, but full of memories .

SPEAKER:Roy Spence, Co-founder and CEO, GSD&M and The Purpose Institute

Sponsored by:



10:30-10:50 a.m.

Networking Refreshment BreakLONE STAR FOYER

Sponsored by:

11:00 a.m.-Noon - CONCURRENT SESSIONS

Sponsored by:

An Insider’s Guide to Economic Development: Best and Next Practices for Partnering with Economic Development Organizations

LONE STAR H

This session is limited to 35 attendees, but will repeat Monday afternoon, Tuesday morning and Tuesday afternoon.

Destination Marketing Organizations (DMOs) and economic development organizations (EDOs) are increasingly being called on to work together by both public and private sector leaders . An integrated approach to telling a community’s story is an ideal solution to attract visitors, investment and talent . This session will be an understanding of your economic development colleagues: what makes them tick, their hot button issues and how they are funded . We’ll then explore how the two types of organizations can best work together, detailed in five examples of success in mini-case studies . Given the limited size of the audience, we’ll leave plenty of time for Q&A and group discussion .

SESSION TAKEAWAYS:

• Understand the inner workings of economic development organizations and the similarities and differences in behavior between DMOs and EDOs .

• Hear about five specific examples of successful case studies from a mix of large and small communities .

• Learn “next practices” and the role that DMOs and EDOs can play in the emerging practice of workforce “talent attraction .”




SPEAKERS:Andy Levine, Chairman, Development Counsellors International (DCI)Tracye McDaniel, Chair, International Economic Development

Council and President, TIP Strategies

Developing the Global MessageLONE STAR A

Global sales and marketing professionals often view domestic consumer campaigns as not being market-specific enough or simply not the right fit for the international consumer . During this session, you’ll have the opportunity to hear from an esteemed panel of global marketing professionals that have redefined what it means to bring domestic marketing content to a wide-ranging international audience .

SESSION TAKEAWAYS:

• Evolve your traditional international marketing beyond awareness and transactional marketing .

• Leverage elements from domestic marketing content to reach engaged international travelers .

• Discover innovative ways to work with tour operators, influencers and other partners in your target international markets .

• Learn how to incorporate international marketing into your overall strategic marketing plan .

MODERATOR:Karyn Gruenberg, Senior Vice President, Partner Marketing & Strategic Alliances, Brand USA

PANELISTS:Jayne Buck, Vice President Tourism, VISIT DENVER

The Convention & Visitors BureauGreg Eckhart, Director, Global Sales, Travel OregonTom Gimbel, General Manager and President, Austin City Limits Television

Show and ACL Enterprises, LLC

Inside the Exciting Trend of Third-Party Brand PartnershipsLONE STAR B-C

Matador Network CEO Ross Borden speaks to an exciting panel of brand experts with specific expertise in cross-platform content marketing . This discussion explores the benefits and challenges of innovative campaigns whereby brands partner with DMOs in order to create more dynamic content with innovative funding models, bigger reach and better storytelling .



SESSION TAKEAWAYS:

• Learn the dos and don’ts of third-party brand partnerships from major brands who engage in them .

• Learn about the three main funding models of third-party brand partnerships (DMO-funded, brand-funded and co-funded) .

• Learn best practices for co-directed creative input for content and how to coordinate a three-way social promotion between all brands .

• Experience real case studies between brands and DMOs with radical transparency .

MODERATOR:Ross Borden, CEO, Matador Network

PANELISTS:Brenda Nebesky, Deputy Director, Nevada Division of TourismStaci Mellman, Senior Vice President of Marketing, VISIT FLORIDAPaolo Mottola, Director, Content & Media, REI Co-op

The Advertising Evolution: What’s Old Is New AgainLONE STAR F-G

Learn how new media opportunities like HTML banners, fly-by ads and hand-painted murals are capturing the attention of consumers, and why you should consider including them in your advertising strategy .

SESSION TAKEAWAYS:

• Learn what the newest media types are and what you should be considering in your media buys .

• Discover how new media types are creating deeper engagement with consumers and potential visitors to your destination .

• The new media mix—what’s the best formula for your advertising budget?

MODERATOR:Robin McClain, Senior Vice President, Marketing and Communications, Destination DC

PANELISTS:Molly Lochridge, Associate Media Director, Third EarJessica Schultz, Senior Vice President, Media Strategy, MMGY GlobalLy Tran, Associate Partner and Chief Media Officer, Proof Advertising


Social Media and Content Masterclass: Develop and Define your Social Media Presence and Strategy

LONE STAR E

Take a deep dive into mastering your social presence and strategy through best practices, an editing workshop and interactive learning .

SESSION TAKEAWAYS:

• Learn the do’s and don’ts of social-first destination marketing .

• Learn social media best practices .

• Learn how to edit and increase your social reach and engagement .

SPEAKERS:Ashlee Davie, Account Manager, Travel, FacebookTom Jauncey, Vice President, Content Creation, Beautiful Destinations

Where Are We Going? Predictions for the U.S. Travel EconomyLONE STAR D

This session will explore the state of the U .S . economy and, specifically, its anticipated impact on the travel industry in the year ahead . Is there a downturn on the horizon and, if so, when will it hit? What lessons have we learned from the past, and how might they help us plan for an uncertain future? Chris Davidson, executive vice president of insights and strategy for MMGY Global, will moderate a panel discussion featuring some of the top minds in travel as they seek to explore the answers to these questions and others .

SESSION TAKEAWAYS:

• A regional overview of the U .S . economy, and what that means for travel .

• Predictions about the next economic downturn, and the top economic indicators the travel industry should keep an eye on .

• A deep dive into domestic and international travel trends .

MODERATOR:Chris Davidson, Executive Vice President of Insights and Strategy,

MMGY Global

PANELISTS:Anirban Basu, Chairman and CEO, Sage Policy Group, Inc .David Huether, Senior Vice President, Research, U .S . Travel AssociationAdam Sacks, President, Tourism Economics



12:15-2:00 p.m.

Destination Day LunchJW GRAND BALLROOM

Be sure to attend this luncheon to hear the latest from Brand USA and see the presentation of the State Tourism Director of the Year award .

SPEAKER:Christopher L. Thompson, President and CEO, Brand USA

Sponsored by:

2:15-3:15 p.m.

General Session: How to Harness the Power of Joy and Lead with Purpose

JW GRAND BALLROOM

In this energetic, interactive presentation, Shabnam Mogharabi, co-founder and general manager of SoulPancake, an entertainment studio that creates content about human connection and hope, will discuss the transformative power of joy in helping to live a life of purpose . Attendees will be offered tools and ideas to bring more meaning into their personal and professional lives, harness the power of storytelling, and form deeper connections with their friends, family, community, and the world around them .

SPEAKER:Shabnam Mogharabi, CEO, SoulPancake

3:15-3:45 p.m.


Sponsored by:




4:00-5:00 p.m. - CONCURRENT SESSIONS

Sponsored by:

An Insider’s Guide to Economic Development: Best and Next Practices for Partnering with Economic Development Organizations (repeat)

LONE STAR H

This session is limited to 35 attendees, but will repeat Tuesday morning and Tuesday afternoon.


SESSION TAKEAWAYS:






Equity and Inclusion: How to Be a More Welcoming DestinationLONE STAR E

Is your destination welcoming to all visitors without discrimination? In this session you will hear inspirational stories of how organizations are implementing diversity, equity and inclusion best practices internally, which has led to expanded outreach to marginalized and minority communities . Presenters will focus on the importance for all travelers to feel welcome in our



destinations and discuss how and why DMOs can start conversations around this issue . Please be aware that this session may cause some discomfort, but will equip us to better welcome visitors with different identities .

SESSION TAKEAWAYS:

• Definition: “Diversity” tells us who is in the room, “inclusion” means those in the room are heard and “equity” means those in the room have the things they need to thrive . Thus, the term “DEI” = diversity, equity, inclusion . And to be clear, equity doesn’t mean equality .

• Creating an inclusive workplace is a work in progress, and engaging, interesting training that encourages employees to learn more about these issues is a great place to start!

• Increasing awareness around gender, race and intersecting identities that people hold allows the travel industry to thrive!

MODERATOR:Elliott L. Ferguson, II, President and CEO, Destination DC

PANELISTS:Joe D'Alessandro, President and CEO, San Francisco Travel AssociationTeresa O'Neill, Vice President, Global Strategic Partnerships, Travel OregonMartha Sheridan, President and CEO, Greater Boston

Convention & Visitors Bureau

Inside the Exciting Trend of Third-Party Brand Partnerships (repeat)

LONE STAR B-C

Matador Network CEO Ross Borden speaks to an exciting panel of brand experts with specific expertise in cross-platform content marketing . This discussion explores the benefits and challenges of innovative campaigns whereby brands partner with DMOs in order to create more dynamic content with innovative funding models, bigger reach and better storytelling .

SESSION TAKEAWAYS:

• Learn the dos and don’ts of third-party brand partnerships from major brands who engage in them .

• Learn about the three main funding models of third-party brand partnerships (DMO-funded, brand-funded and co-funded) .

• Learn best practices for co-directed creative input for content and how to coordinate a three-way social promotion between all brands .

• Experience real case studies between brands and DMOs with radical transparency .



MODERATOR:Ross Borden, CEO, Matador Network

PANELISTS:Brenda Nebesky, Deputy Director, Nevada Division of TourismStaci Mellman, Senior Vice President of Marketing, VISIT FLORIDAPaolo Mottola, Director, Content & Media, REI Co-op

The ABCs of Persuasive AdvertisingLONE STAR D

In marketing, as in Scrabble, some words are worth more than others . They’re the words with the power to convince and convert—the ones that drive marketers’ success in headlines, subject lines, advertising copy and other marketing communications .

And with mobile readership increasingly shrinking the physical space in many of those areas, a single word can make a sizable difference .

Discover 26 (yes, one for each letter of the alphabet!) persuasive words and copy constructs that you can easily use tomorrow to increase your read and respond rates . Hear about the scientific studies and in-market research supporting each and leave ready to write more persuasive marketing materials .

DISCOVER:

• The one word that makes people automatically say “yes .”

• Two ways to get people to spend money .

• The 140% lift of questions .

• How to use rhyme as reason bias .

• Why the scarcity principle works .

SPEAKER:Nancy Harhut, Chief Creative Officer, HBT Marketing



The Odd CoupleLONE STAR F-G

Numbers and stories are the perfect match in today’s data-driven tourism marketing and management world . Hear from industry experts about how you can indulge in beautiful stories and smart metrics to unleash the power within your business . We promise there won’t be any ugly graphs in this session! Adam Sacks, Katie Stadius and Mitch Whitten will show you how data storytelling will illuminate trends, support your cause and drive emotions .

DISCOVER:

• How to simplify numbers .

• How to build a credible narrative .

• How to drive insights .

• Your "aha!" moment!

• How to make sure your data story has a happy ending .

MODERATOR:Esra Calvert, Director of Research, Virginia Tourism Corporation

SPEAKERS:Adam Sacks, President, Tourism EconomicsKatie Stadius, Digital Media Operations, mBuyMitch Whitten, Executive Vice President, Marketing and Strategy, Visit

Fort Worth

What Keeps You Up at Night?LONE STAR A

Make this session your own!

Come prepared to commiserate with industry peers about pain points, road blocks and headwinds you are experiencing at your organization .

You’ll likely find a kindred spirit dealing with the same issues, and may even have a solution to your problem!

FACILITATORS:Jamie Mageau, Director, Research Products, U .S . Travel AssociationBerkeley Young, President, Young Strategies, Inc .



5:00-6:00 p.m.

The Great ESTO Debates and ReceptionJW GRAND BALLROOM

The Great ESTO Debates are coming to the mainstage, in conjunction with our reception . Learn and laugh while enjoying some tasty libations and light hors d’oeuvres .

DEBATE TOPICS:• Surveys are extinct; data is the only survivor.

• Pro: Matt Clement, CDME, Vice President, Marketing and Business Development, Arrivalist

• Con: Amir Eylon, President, CEO and Partner, Longwoods International

• A DMO's main priority is the resident, not the visitor.• Pro: Gathan Borden, Vice President of Marketing, Visit Lexington• Con: Wendy Haase, Vice President, Destination Irvine

• DMOs are wasting their money with traditional and digital media buys that visitors no longer relate to.• Pro: Chelsea Ruby, Tourism Commissioner, West Virginia Tourism Office• Con: David Lorenz, Vice President/Travel Director, Travel Michigan,

Michigan Economic Development Corporation

Sponsored by:


ProgramTuesday, August 20

7:30 a.m.-2:00 p.m.

RegistrationLONE STAR EAST FOYER


Sponsored by:

7:30 a.m.-2:00 p.m.



Sponsored by:

7:30 a.m.-7:00 p.m.

Destiny and Mercury Awards Lounge JW GRAND FOYER

Stop by the Destiny and Mercury Awards Lounge to view our digital awards gallery, which showcases submissions from the top three finalists in each category . Award winners will be announced tonight at the ESTO Awards Dinner and Presentation .

Sponsored by:


ProgramTuesday, August 20 (continued)

8:15-9:00 a.m.

Networking BreakfastJW GRAND BALLROOM AND FOYER

9:15-10:15 a.m.

General Session: Lead Yourself First, Before You Lead OthersJW GRAND BALLROOM

Does great work lead to happiness? Or does happiness lead to great work? Neil Pasricha shares counterintuitive, research-based answers in this fun, fast-paced, research-grounded tour of the emerging neuroscience and positive psychology landscape . He will challenge ESTO delegates by asking: “Would you press a button and have 31% higher productivity, 37% higher sales and 300% greater creativity on Monday morning?” When heads start nodding, he will show us how to get there . Based on fresh research Pasricha published in Harvard Business Review, together with the latest in positive psychology, this speech is not just motivation—it’s application .

SPEAKER:Neil Pasricha, Director, The Institute for Global Happiness

Sponsored by:

10:15-10:35 a.m.




10:45-11:45 a.m. - CONCURRENT SESSIONS


LONE STAR H

This session is limited to 35 attendees, but will repeat Tuesday afternoon.


SESSION TAKEAWAYS:






Data in Action: Going Beyond AttributionLONE STAR F-G

The arrival of big data in destination marketing changed how strategies are formed and ultimately measured . But what’s next? Join industry thought leaders as they discuss how they’re using research and analytics tools to inform marketing strategies, advocate, influence policy change, respond to crisis events and more .



SESSION TAKEAWAYS:

• How research tools are being used to influence public policy and advocate for resources .

• Using research and analytics resources to inform marketing strategy and media spend .

• Using location data to measure the recovery from crises .

MODERATOR:Matt Clement, CDME, Vice President, Marketing and Business

Development, Arrivalist

PANELISTS:Leah Chandler, Chief Marketing Officer, Discover Puerto RicoDavid Lorenz, Vice President/Travel Director, Travel Michigan, Michigan

Economic Development CorporationMelody Smith, Director of Marketing, Galveston Island

Convention & Visitors Bureau

Don't Be Afraid to AskLONE STAR E

Do your residents have negative views of tourism and resentment toward your visitors? Does your local community appreciate the economic value tourism brings to the region? Asking these questions to gauge resident sentiment may seem scary, but the results can be extremely valuable and eye opening . In this session, you will hear from a city, a region and a state that have each taken the concrete step to survey residents to determine what role tourism should play in the eyes of their local populations .

SESSION TAKEAWAYS:

• From surveys and town hall meetings to quarterly campaigns and collaborations with government officials, you will learn about the best ways to capture resident sentiment .

• Whether you work closely with a Community Engagement Manager or you do it alone, understand the nuances needed to maintain open communication with your locals .

• Learn how to turn feedback into action and understand what to do if your community’s views of tourism are split in half .

MODERATOR:Linda Jager, Community Engagement Manager, Park City Municipal

Corporation

PANELISTS:Chuck Davison, President and CEO, Visit SLO CALHelen Hill, CEO, Explore CharlestonCathy Ritter, Director, Colorado Tourism Office



Led by Creative, Confirmed by ScienceLONE STAR B-C

While creativity and intuition still have their place in marketing effectiveness, in today’s digital world, measurement is key to defining success and creating actionable insights . Beyond the traditional advertising metrics, can scientific innovation play a role in creating tourism campaign success? In this session, the Utah Office of Tourism and the Tennessee Department of Tourist Development present their ideas to leverage innovative tracking technology to measure human emotion to shape their campaigns . From the tracking of eye movements to the laughter of a child, these methods go further than traditional focus groups and bring new meaning to the science of marketing .

SESSION TAKEAWAYS:

• Learn how to produce a “test and learn” culture at your organization .

• Hear about unique ways to test and measure creative campaigns for target audiences .

• Learn how to leverage new technology to bring your creative to life .

MODERATOR:Derek Price, Director, Business Development, Expedia Group

Media Solutions

PANELISTS:David Williams, Associate Managing Director, Utah Office of TourismNekasha Pratt, Director of Marketing, Tennessee Department of

Tourist Development

On the Track to LeadershipLONE STAR A

Are you seeking a leadership role but aren't quite sure where to start? If so, then this session is for you! You will discover important motivating factors to exceptional leadership and tips for becoming a great leader .

SESSION TAKEAWAYS:

• The common traits of good leaders .

• Primary examples of effective and ineffective leadership .

• Ways to discover your own leadership style .

• Practical tips for gaining leadership experience .

SPEAKER:David Dunham, Vice President of Development, Texas Monthly



The ABCs of Persuasive Advertising (repeat)LONE STAR D

In marketing, as in Scrabble, some words are worth more than others . They’re the words with the power to convince and convert—the ones that drive marketers’ success in headlines, subject lines, advertising copy and other marketing communications .

And with mobile readership increasingly shrinking the physical space in many of those areas, a single word can make a sizable difference .

Discover 26 (yes, one for each letter of the alphabet!) persuasive words and copy constructs that you can easily use tomorrow to increase your read and respond rates . Hear about the scientific studies and in-market research supporting each and leave ready to write more persuasive marketing materials .

DISCOVER:

• The one word that makes people automatically say “yes .”

• Two ways to get people to spend money .

• The 140% lift of questions .

• How to use rhyme as reason bias .

• Why the scarcity principle works .

SPEAKER:Nancy Harhut, Chief Creative Officer, HBT Marketing

Noon-1:30 p.m.

Networking LunchJW GRAND BALLROOM

Enjoy lunch with your colleagues and hear about plans for ESTO 2020 from the future host city and state . The winner of the Meredith Travel Marketing Scholarship will also be announced .

Sponsored by:


1:45-2:45 p.m.

General Session: Digital Leadership in the Age of DisruptionJW GRAND BALLROOM

We don’t have a choice on whether we help digitally transform our organizations; the choice is how well we do it . Knowing that technology changes every second but human nature never does, how do we ensure that we stay a year ahead of our competition while never getting ahead of our market? Bestselling Author Erik Qualman will explore habits that will make our fast-paced jobs and lives easier while ensuring we become the disruptor instead of the disrupted .

SESSION TAKEAWAYS:

• Becoming “flawsome .”

• The power of “socialnomics .”

• “Posting-It-Forward .”

• The five habits of digital leadership .

• Avoiding through-put traps to get to output .

SPEAKER:Erik Qualman, Chairman, Equalman Studios

2:45-3:15 p.m.


Sponsored by:

INTEGRATED MEDIA SOLUTIONS




3:30-4:30 p.m. - CONCURRENT SESSIONS

Sponsored by:


LONE STAR H

This session is limited to 35 attendees.


SESSION TAKEAWAYS:









Back to Basics: Laying Out the Visitor's Online ExperienceLONE STAR E

In today’s digital world, it is easy to be swept away by the newest technologies and feel the need to add all of them to your website . But when you strip away the flair, how functional is your website, really? In this moderated panel discussion, we will drill down to the essence of the destination website and explore how to make sure your visitors are finding the information they need to take the next step of their journey .

SESSION TAKEAWAYS:

• Understanding the visitor journey and how to build your site to cater to the needs of diverse visitors .

• The importance of white space, clear navigation tools and building with a mobile-first mentality .

• A framework for creating an internal process to keep the content on your site fresh, relevant and accurate .

MODERATOR:Erin Francis-Cummings, President and CEO, Destination Analysts

PANELISTS:Andrew Gillman, Creative and Content Manager, Utah Office of TourismAshley Ledford, Director of Marketing and Promotions,

Hamilton County Tourism, Inc .Laura White, Director of Brand Marketing, Charlotte Regional

Visitors Authority

Is Accessibility the Newest (and Least Expensive) Form of Product Development?

LONE STAR F-G

David Lorenz, vice president/travel director, Travel Michigan, Michigan Economic Development Corporation, challenged his industry to find creative accessibility initiatives at last year’s annual industry conference . The result: 19 viable initiatives . Dutchess County, New York developed “Think Differently!”— a one-page pledge ultimately signed by 60 communities to uncover and develop new accessibility initiatives that would be marketed by Dutchess County Tourism . In addition, Mesa, Arizona, will become the first destination to be Autism Certified . All three were able to develop new products by collecting information and marketing it to a new and growing niche .



SESSION TAKEAWAYS:

• Understand why disability travel is growing by 17% each year .

• Learn how to use accessibility to make DMOs more relevant to their communities and visitors at the same time .

• Five new possibilities for DMOs to co-create new products with local partners .

MODERATOR:Jake Steinman, Founder and CEO, TravelAbility Summit

PANELISTS:Marc Garcia, President and CEO, Visit MesaDavid Lorenz, Vice President/Travel Director, Travel Michigan, Michigan

Economic Development CorporationMary Kay Vrba, President, Hudson Valley, Dutchess Tourism

Music Tourism Beyond Events: How Music Drives Visitation Beyond Events and Festivals

LONE STAR D

From its power as a cultural expression to encouraging a tourist to stay an extra night, music is often an underutilized tool in the destination marketing arsenal .

Often music marketing is based on experiential activations: events, festivals and concerts . While this is one element of music tourism, music can be a year-round tool to increase tourism, attract more conventions and create a more holistic tourism strategy . From its inclusion in marketing materials and partnerships with culture bearers to promoting heritage and current trends, exploring music strategically—across your asset portfolio—can improve your storytelling and increase revenue and visitations .

Join Julie Chase, chief marketing officer for Visit Austin, as she curates a conversation with Tracy Lanza, vice president, integrated marketing for brand USA and Shain Shapiro, president and founder of Sound Diplomacy, in which they’ll explore how music—as a strategy—can help you drive tourism revenue .

MODERATOR:Julie Chase, Vice President and Chief Marketing Officer, Visit Austin

PANELISTS:Tracy Lanza, Vice President, Integrated Marketing, Brand USAShain Shapiro, President and Founder, Sound Diplomacy



You're Part of Leadership: Now What? LONE STAR B-C

Have you been promoted or are you looking for that next step? Focused on tourism marketing but have no time for management training? This session will give rising professionals and those already in leadership practical advice to prepare for career advancement .

SESSION TAKEAWAYS:

• Starting Point: What are three things to know when wanting to progress in your career?

• Obstacles: What are two mistakes to avoid on your path upward?

• Hard Choices: What is your decision-making process when you are pulled in different directors?

• It’s the People: What are three fundamentals for managing a team and resolving conflict?

MODERATOR:Mitch Whitten, Executive Vice President, Marketing and Strategy,

Visit Fort Worth

PANELISTS:Paul Bencivengo, President/COO, Visit Bucks CountyGathan Borden, Vice President of Marketing, Visit LexingtonCara Frank, Vice President of Marketing, Simpleview

The Next Trends in Destination Marketing–Putting the Consumer FirstLONE STAR A

Destination marketers are increasingly being asked to quantify their economic impact and return on marketing investment . While destination marketing has traditionally focused on top-of-the-funnel activities in order to drive awareness and build the destination brand, not much focus has been given to activities closer to the bottom of the funnel .

SESSION TAKEAWAYS:

• Hear about unique campaigns and technologies that generate measurable visitation .

• Learn about changing metrics used to take the focus away from hotel-room night generation to measurable economic impact .

MODERATOR:Monir Parikh, CEO, Bandwango

PANELISTS:Jorge Franz, Senior Vice President, Tourism, Visit HoustonStaci Mellman, Senior Vice President of Marketing, VISIT FLORIDA


6:30-7:15 p.m.

Closing ReceptionJW GRAND FOYER

Every night, fans are gathering, guitars are tuning, crowds are cheering and music is filling up this city until it’s standing-room only . Get ready for your last night at ESTO in Austin—you’re with the band, so dress accordingly .

Sponsored by:

7:15-9:00 p.m.

Awards Dinner and PresentationJW GRAND BALLROOM

When it comes to music in Texas, you’re in for way more than steel guitars and country stars . Here, you’ll find every music genre you can think of: from rock and roll to Tejano, Texas blues, hip-hop and iconic country and western . Music is a rite of passage in Texas and a way to experience our unique spirit and diversity . This year’s theme is “The Soundtrack of Texas .” Tonight, you’ll be introduced to a local favorite along with a few Texas music greats .

Join Travel Texas and Visit Austin in celebrating the creative diversity of this year’s marketing visionaries at the 2019 Destiny and Mercury Awards . Come dressed for a night of live music out on the town .

Sponsored by:


Enhanced by:


Speaker Biographies

ANIRBAN BASU

Chairman and CEOSage Policy Group, Inc.

Anirban Basu is Chairman and CEO of Sage Policy Group, Inc ., an economic and policy consulting firm headquartered in Baltimore, Maryland, with offices in Pennsylvania and Cambodia . The firm provides strategic analytical services to energy suppliers, law firms, medical systems, government agencies and real estate developers, among others .

In 2014, Maryland Governor Larry Hogan appointed him Chair of the Maryland Economic Development Commission . He also serves as chairman of the Baltimore County Economic Advisory Committee . He is also the Chief Economist to Associated Builders and Contractors and Chief Economic Advisor to the Construction Financial Management Association . He serves similar functions for Visit Baltimore, the Maryland Association of Realtors and Marcum, LLC .

He lectures at Johns Hopkins University in Global Strategy and has also taught international economics, urban economics, micro- and macroeconomics at Hopkins . His radio show can be heard weekdays on 88 .1FM, WYPR, Baltimore .

In both 2007 and 2016, the Daily Record newspaper selected Mr . Basu as one of Maryland’s 50 most influential people . The Baltimore Business Journal named him one of the region’s 20 most powerful business leaders in 2010 .

Mr . Basu has been on many boards over time, including First Mariner Bank, the Baltimore City Public School System, Port Discovery, the Baltimore School for the Arts and Union Memorial Hospital . He is currently on the boards of St . Mary’s College, the University System of Maryland Foundation, the Center for Emerging Media, the Lyric Opera House and the Archdiocese of Baltimore School System .

Mr . Basu earned his B .S . in Foreign Service at Georgetown University in 1990 . He earned his master’s in public policy from Harvard University’s John F . Kennedy School of Government and his master’s in economics from the University of Maryland, College Park . He earned his Juris Doctor at the University Of Maryland School of Law .


ERIK QUALMAN

ChairmanEqualman Studios

Bestselling Author and Motivational Speaker Erik Qualman has performed in over 50 countries and reached 25 million people this decade . He was voted the 2nd Most Likeable Author in the World behind Harry Potter's J .K . Rowling .

His entertaining, educating and empowering style is made possible by his revolutionary video-storytelling capability . Qualman is the chairman of Equalman Studios, which has completed film and animation work for the likes of Disney, Cartier, IBM and many other global brands . His business books are used in over 200 universities and have been translated into eight languages . He has received an honorary doctorate for his groundbreaking work . Qualman was formerly a sitting professor at Harvard and MIT’s edX labs . NYU Stern signified Qualman is to digital leadership what Deming is to quality and Drucker is to management .

NEIL PASRICHA

DirectorThe Institute of Global Happiness

Neil Pasricha helps people live happy lives .

Neil has written five books, including The Book of Awesome, a catalog of simple pleasures based on his 50-million hit, award-winning blog, Awesome is Everywhere, an interactive introduction to meditation, and most recently The Happiness Equation, an international bestselling guidebook to happiness based on new research . His books have been on The New York Times and International bestseller lists for over 200 weeks and sold over a million copies .

Neil is one of the most popular TED speakers of all time, with his first TED Talk, “The 3 A’s of Awesome,” ranked as one of the ten most inspiring, and his second, “How will you maximize your tiny, short life?” the world’s first ever TED Listen, an artistic project composed entirely of questions . Neil has spoken to hundreds of thousands of people around the world, including Fortune 100 company executives, Ivy League deans, and royal families in the Middle East .

Neil spent a decade running Leadership Development and working directly for two CEOs at Walmart, the world’s largest company . He was responsible for CEO onboarding, executive development and talent management across the organization . Today he serves as Director for The Institute for Global Happiness .

Speaker Biographies (continued)



Neil’s work has been featured in thousands of outlets, including CNN, BBC, The Today Show, The Early Show, The Oprah Winfrey Network, Harvard Business Review, Fast Company, Fortune, and Forbes .

Neil has an MBA from Harvard Business School .

He lives in Canada with his wife and two sons .

ROY SPENCE

Co-founder and CEO GSD&M and The Purpose Institute

It was 1971, and four University of Texas soon-to-be graduates decided to start an advertising agency in Austin, Texas, which was then a funky little college town known primarily for hippies, Texas Longhorns and Willie Nelson . Their simple business plan was to stay together, stay in Austin and use the power of marketing to make a difference . Forty-seven years later, Roy and his partners are still together, still in Austin and still trying to make a difference . Roy signs every letter with the words, “Ride at Dawn .” That’s not just a sign-off, it’s a manifesto—a call-to-action to live life to its fullest every day .

Roy and his partners built GSD&M from scratch into a marketing, advertising and idea machine, building iconic brands like Southwest Airlines, The PGA Tour, Walmart, John Deere, The United States Airforce, Goodyear, American Institute of Architects and DreamWorks . Roy and his partners are always the first to donate time and talent, creating powerful PSAs when disasters hit America, like 9/11 and Hurricane Katrina, and recently getting all the former U .S . presidents to create a 30-second PSA when Hurricane Harvey and Irma hit in 2017 .

Roy’s passion is entrepreneurship, which he refers to as “the miracle of America .”

Roy is also co-founder and CEO of The Purpose Institute, and along with Haley Rushing, Roy co-authored the Wall Street Journal best-selling book, “It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business is Driven by Purpose .” And more recently, he authored, “The 10 Essential Hugs of Life,” a collection of heartwarming stories about the need for gratitude and love .

In 2018, Roy launched The Promiseland Project, whose goal is to unleash the power of purpose-inspired marketing and messaging to help bridge the massive cultural divide in America .



SHABNAM MOGHARABI

CEOSoulPancake

Shabnam Mogharabi has more than 15 years of experience in media and entertainment, building startups and organizations with an emphasis on digital content, social platforms, production and news media . She is currently the CEO of SoulPancake, an inspiring entertainment company she co-founded with actor Rainn Wilson that creates daily positive, socially conscious videos about human connection . As CEO, she is responsible for steering the company’s vision, safeguarding its mission and supercharging its growth past its current community of 10 million fans online and nearly 1 billion video views . She also advises SoulPancake’s parent company, Participant Media, and its board on strategic issues, acquisition opportunities and the company’s social impact goals .

Prior to SoulPancake, Shabnam was an award-winning journalist and editor, having served as the youngest editor-in-chief at Hanley Wood Business Media, where she oversaw a group of four print publications, eight websites and e-newsletters and three annual live events in the real estate space . Under her leadership, the group weathered downsizing and consolidation during the financial and housing crisis of 2008, yet surpassed annual revenue growth and profitability targets by 20% . One of the youngest winners of the Jesse H . Neal Award (the Pulitzer Prize of B2B journalism), Shabnam has worked as a contributing writer, editor, and stringer for a number of publications, including People, Pool & Spa News, Sunset, and HuffPost . She is a New York Times bestselling author of SoulPancake: Chew on Life’s Big Questions .

Shabnam is honored to be a member of the 2016 class of Henry Crown Fellows and a member of the Aspen Global Leadership Network . She is a frequent speaker on the importance of joy, how to connect with millennials, and meaningful online engagement . She resides in Los Angeles, where she is active with a number of interfaith organizations and volunteers with the Crisis Text Line . She is on the advisory board of Wayfarer Entertainment and also consults for several feature films in development . Shabnam received her B .A . in journalism and business administration from the University of Southern California and her master’s in media management from Northwestern University . You can find her on Twitter at @shabster .



Special Thanks to ESTO 2019Sponsors and Hosts

SPECIAL THANKS

PLATINUM

GOLD

MATADORnetwork


Special Thanks to ESTO 2019Sponsors and Hosts (continued)

SILVER

BRONZE

OUR HOSTS

®


Notes

COIL BINDING Officia˜Officia˜ PROGRAMPROGRAMAttendees can view, share and download the latest...

Documents

Transcript of COIL BINDING Officia˜Officia˜ PROGRAMPROGRAMAttendees can view, share and download the latest...