ARCHIVES: 2021 Schedule at-a-Glance

The following schedule of events is from the 2021 Vermont Tourism Summit which has passed.

Day 1

Wednesday, November 17, 2021 | Pre-conference Events
11:45am - 5:00pm	Registration check-in open for early-birds and sponsors	Lower Lobby
12:00pm - 5:00pm	Sponsor Booth Set-up	Oscar Wilde Ballroom
12:00pm - 5:00pm	Industry Group Meetings 12:00pm - 1:30pm | CANCELLED: Vermont Attractions Association (VAA) (rescheduled as a virtual meeting on Thursday, December 9 at 9:30am) 1:30pm - 3:30pm | Vermont Lodging Association (VLA) - Northstar Ballroom 2 3:30pm - 5:00pm | Vermont Travel and Recreation Council (TRC) - Northstar Ballroom 2	Multiple Locations
5:00pm - 6:30pm	Happy Hour Networking Social with Sponsors - First time attendees encouraged to attend! Included with Vermont Tourism Summit registration; hors d'ouevres and bar service available.	Oscar Wilde Ballroom
Evening	Dinner On Your Own Explore the Killington area!	On Your Own

Day 2

Thursday, November 18, 2021
7:30am - 2:00pm	Registration check-in open	Lower Lobby
7:30am - 8:30am	Coffee and breakfast with sponsors	Oscar Wilde Ballroom
8:10am - 8:20am	Opening Remarks	Oscar Wilde Ballroom
8:30am - 9:30am	Concurrent Session Block 1 - Read the session descriptions and presenter bios. Agritourism 2.0: Relevant, Innovative and Inclusive - Gateway Ballroom Rise Up! - 5 Ways to the First Page of Google - Northstar Ballroom 1 How Design Can Improve Your Guest Experience: 10 ideas for updating your space without losing your charm - Escapade Ballroom ​Preparing for Business Disruptions and Why This is Such a Hard Task to Tackle - Northstar Ballroom 2	Multiple Locations
9:30am - 10:00am	Break and visit with sponsors Coffee service sponsored by Vermont Department of Labor	Oscar Wilde Ballroom
10:00am - 11:00am	Concurrent Session Block 2 - Read the session descriptions and presenter bios. Addressing Diversity, Equity, and Inclusion in Vermont's Tourism Industry - Northstar Ballroom 2 Pro Secrets to Killer Social Media Ad ROI - Northstar Ballroom 1 ​PR Crisis and Emergency Management - Gateway Ballroom	Multiple Locations
11:00am - 12:30pm	Lunch and General Session by Vermont Department of Tourism & Marketing Sponsored by Vermont Department of Tourism & Marketing	Oscar Wilde Ballroom
12:30pm - 12:45pm	Break and visit with sponsors	Oscar Wilde Ballroom
12:45pm - 1:45pm	Concurrent Session Block 3 - Read the session descriptions and presenter bios. Outdoor Business Pathways for Vermont's Future Outdoor Recreation Economy - Gateway Ballroom ​Artificial Intelligence - How AI Improves Your Website SEO - Northstar Ballroom 1 Workforce Challenges and Opportunities Working Group - Northstar Ballroom 2 Saying "I DO": The Marriage Between Vermont's Wedding and Tourism Industries - Escapade Ballroom	Multiple Locations
1:45pm - 2:00pm	Break and visit with sponsors	Oscar Wilde Ballroom
2:00pm - 3:00pm	Concurrent Session Block 4 - Read the session descriptions and presenter bios. ​You've Got a Great Video. Now What? - Northstar Ballroom 1 ​​Have Your Way with the OTAs: Finding Your Happily-Ever-After - Gateway Ballroom ​Tourism by the Numbers - Northstar Ballroom 2	Multiple Locations
3:00pm - 3:15pm	Break and visit with sponsors	Oscar Wilde Ballroom
3:15pm - 4:00pm	Keynote Address "Breaking through the Armor" by Elizabeth Byland Sponsored by Vermont Department of Tourism & Marketing This isn't your typical keynote with a glitzy PowerPoint that describes the importance of empathy, trust, vulnerability, and other fancy buzz words that we've heard since March of 2020. Nope. This keynote session gets to the meat and potatoes (or cheese and potatoes for our vegetarian friends) and actually practices empathy! We will practice collaborating (rather than just tolerating), practice effective listening, vulnerability, trust and acceptance, and practice advocacy, all while utilizing the techniques of social work and improvisation. By walking the audience through a series of interactive exercises, attendees will release their armor, tap into their most authentic selves, and learn to celebrate the "we" before the "me."	Oscar Wilde Ballroom
4:00pm	Conference Adjourns	Safe Travels Home!

KEYNOTE SPEAKER:

Elizabeth Byland

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A Professor of Improv and a professional film/television actor who provides a unique opportunity for those of all learning abilities, backgrounds, and experiences to learn, grow, play, and express themselves creatively in a safe and positive environment.

Elizabeth passionately believes that utilizing the techniques of improvisation helps to build empathy by better identifying verbal and nonverbal indicators of emotional states in self and others. Her approach to improv helps audiences leverage their emotional intelligence and learn to pivot more effectively between leadership and followership roles within teams.
​
Elizabeth brings her joyful energy, along with 12 years of teaching experience and 17 years of performance experience, and a mission to help others reconnect and say "YES" to life!  Whether it's helping your business cultivate leadership, followership, and effective communication skills for team training, or emceeing your organization’s next big event, Elizabeth will provide you with an experiential learning opportunity that is both inspiring and meaningful.

Day 2 Concurrent Session Details
Thursday, November 18, 2021

BLOCK 1: 8:30am - 9:30am

Agritourism 2.0: Relevant, Innovative and Inclusive
Tara Pereira, Vermont Fresh Network;  Lisa Chase, UVM Extension and Vermont Tourism Research Center; Melisa Oliva, Ananda Gardens
​Agritourism has been part of Vermont's cultural heritage for over 100 years. Picture the classic family road trip driving over the state's rolling hills, dotted with black and white grazing dairy cows, stopping to pick wildflowers and tasting maple syrup at farm stands along the way. This is part of agritourism -- but it is so much more. Vermont is full of innovative farmers and food entrepreneurs that can position Vermont at the forefront of this growing movement in the U.S. and around the world. At our session, we will: 

• Explain why agritourism is important: research shows millennials are willing to spend more money to support businesses with a sustainable/ feel good mission. We will make the connection that agritourism is a form of sustainable and regenerative tourism, which is especially key amid the growing conversations around the climate crisis. 
• Discuss how bridging the gap between producers and consumers is a necessary service in today's globalized, disconnected food system.
• Talk about what's worked and what hasn't - give examples of innovative partnerships and collaborations between food producers and tourism businesses. 
• We'll cover new trends in the industry as tourists seek healthy experiences through the evolving COVID-19 pandemic. 
• We'll also share experiences from Vermont's annual Open Farm Week and ways to get involved in the International Workshop on Agritourism, which will be held in Burlington in August 2022.

About the Presenters: 

• As Executive Director of Vermont Fresh Network, Tara is dedicated to a flourishing and transparent local food system and approaches this work by strengthening connections between Vermont farmers and chefs. She supports Vermont’s agritourism industry through her work with DigInVT.com, a website devoted to Vermont food and farm tourism. Tara has worked in communications for over 25 years. Prior to VFN, she worked with Vermont nonprofits and small businesses to develop and implement their marketing and communication strategy plans. Tara began her career in the San Francisco Bay Area producing television, focused on the culinary industry. 
• Sara DeFilippi is the Sales & Marketing Specialist for the Vermont Department of Tourism and Marketing. She manages relationships with domestic and international travel trade partners as well as tourism partners in Vermont. Sara is also the department lead for the Big E, agritourism and Amtrak marketing.
• Lisa Chase is the Natural Resources Specialist for University of Vermont Extension and the Director of the Vermont Tourism Research Center. Her research and outreach focus on the intersection of tourism, food systems, community vitality, and working landscapes. During the past 20 years, she has worked with farmers, food entrepreneurs, and tourism businesses throughout Vermont and around the world. She is the conference chair of the International Workshop on Agritourism, which will be held in Burlington, Vermont in August 2022. 

Rise Up! - 5 Ways to the First Page of Google
Mike Lannen, Founder, Eternity
Did you know that to get to the first page of Google results, your business does not need to be a major site or big brand, nor do you need to be a rocket scientist of SEO? Mike Lannen of Eternity, a website and digital marketing firm located in Burlington will review how you can best leverage the Google Algorithm to rise to first page of Google. All with a focus on gaining additional site traffic and increasing conversions. Search Engine Optimization (SEO) is the holy grail to success in the highly competitive tourism market. Effective SEO is the first step in helping guests or customers find (and eventually book) you. 
​About the Presenter(s):

• Mike Lannen - Founder and an Eagle Scout, Mike is on a mission to make the web a better place. He develops a close relationship with all clients and always has his eye on staff culture and satisfaction. When not at work, he can be found spending time with his wife and playing LEGO with his two daughters. Mike also has a passion for smart homes and artificial intelligence.

How Design Can Improve Your Guest Experience: 10 ideas for updating your space without losing your charm
Christy Wulfson, Guilfoil & Wulfson
In this talk, Christy will leverage her experience as both an Airbnb host/owner, and designer for hotel clients to share insights on the future of hospitality and how design is the key to improving guest experience. She will start by sharing case studies of The Carriage House and several hotel and restaurant renovation projects to launch a discussion about why design is important. The talk will cover hospitality design trends from small rentals to large hotels, the wants and needs of today's travelers (especially post-covid), how technology and design go hand in hand when it comes to creating experiences, and more. After discussing why design is important, the talk will shift to how to approach the design process, with an emphasis on issues specific to Vermont hospitality businesses. Christy will talk through "10 ideas for updating your space without losing your charm", and provide a take-home guide for attendees interested in improving their own guest experience.
About the Presenter: 

• Christy Wulfson is Vermont native who spent 10 years working as a commercial interior designer in Los Angeles before launching her own company, Guilfoil & Wulfson, last year. She and her business partner bought, renovated, and opened a luxury short-term rental property known as The Carriage House in 2019. Since then, they have also designed and opened a small cocktail bar, wine shop, and event space. In addition to developing their own small historic properties, Guilfoil & Wulfson designs interiors and experiences for commercial clients including hotels, offices, restaurants, and retail through what they refer to as their "interior identity" design program. 

​Preparing for Business Disruptions and Why This is Such a Hard Task to Tackle 
Gabriel Sistare, Brattleboro Development Credit Corporation; Debra Boudrieau, Vermont Small Business Development Center (VtSBDC) 
You know the saying... "Hindsight is 2020." We don't always have to learn things the hard way though. In this interactive session, attendees will learn concrete steps to prep for a business interruption in the future, which will in turn strengthen your business today, and save you time and anxiety if a disaster of any kind does hit. This session will be broken up into three parts: 

• Part I: The Disaster Preparedness Checklist for physical disasters
• Part 2: The “non-physical” business disruptions that COVID made so clear (for example: supply chain, employee, cash flow)
• Part 3: Why is it so hard to think about preparedness and what can we do to help.

About the Presenters: 

• Gabriel Sistare is a newer resident of Brattleboro, recently moving from Eastern North Carolina. He finished a five-year contract with an airborne infantry unit in the US Army, serving as a squad leader. He was formerly the AmeriCorps VISTA member with BDCC and now coordinates the Community Facilities Technical Assistance Program. He also supports the Business Assistance Team as the first point of contact for potential clients. Gabriel lives in town with his wife Erin and their dog Teddy. He grew up in Northern Connecticut.

BLOCK 2: 10:00am - 11:00am

Addressing Diversity, Equity, and Inclusion in Vermont's Tourism Industry
Moderator: Xusana Davis, State of Vermont Office of Racial Equity; Maricela Ehmann, Ehmann Events and Wedding and Event Vendor Alliance; Thomas Franco, City of Rutland Board of Alderman; Willie Docto, Moose Meadow Lodge; Kristin Bogovich, Gray Digital Media; Jarvis Green, JAG Productions 
Diversity, Equity, and Inclusion (DEI) is a key component to a welcoming experience. We will explore why it is critical to the travel and tourism sectors to modify marketing content and strategy, examine communications and customer service, and make changes internally. During the panel discussion we will look at community engagement and policy issues, the importance of improving the visibility of marginalized communities, and provide the first steps a tourism related business can take to make authentic changes.

​Pro Secrets to Killer Social Media Ad ROI
Julia Scott, J.Scott Marketing
Curious about advertising on Facebook and Instagram? Join this lively talk to learn what makes a killer social media ad, how to target certain users, how to interpret the results, and what is a good ROI. Plus, get your social media ad questions answered! Email us one week before the talk with your burning questions.
About the Presenter: 

• Before forming J.Scott Marketing, Julia worked as a newspaper reporter, contributing to a Pulitzer Prize and starting a website that was featured in the Wall Street Journal, Good Morning America, NPR, and more. Through these adventures, she discovered and mastered many marketing and communications solutions that her team now offers to clients. Julia relishes the unique challenge of building relationships with each of her clients and their teams and is proud that 75% of our partnerships continue beyond the initial contract. When Julia is not taking charge for her clients, she loves to be in the woods, grow (some of) her own food, and wake up early.

PR Crisis and Emergency Management
Ken Liatsos, People Making Good PR
In this session, you will learn the fundamentals of managing media if you find yourself in a crisis, an emergency, or hostile media environment. These could range from product issues, customer and public grievances, situations internal to your business, or issues related to senior employees, management, owners and shareholders, among others. The objective is to give you a framework so that you are not unprepared for what you might need to do. We will cover:

• Pre-crisis planning and preparation. 
• Internal planning, crisis plan. What it looks like.
• What to do the moment the phones start ringing.
• How to triage inbound inquiries.
• Legal considerations.
• Messaging.
• What NOT to EVER do.
• Questions & answers: in person and with web follow-up.
• Resources.

About the Presenter: 

• Ken has spent 35 years working as a marketing professional in a variety of capacities. Before founding PMG in 2005, Ken held senior executive positions at the Boston agencies Hill Holliday, Digitas, and Arnold Worldwide. Ken began his marketing career as a Product Manager at Mobil Oil Corporation, responsible for the Mobil 1 brand. Ken lives in Stowe Vermont, and when he’s not working he enjoys being with his partner Paula and their dogs, hiking, skiing, cooking, reading, and arguing about politics. On Thursdays, he looks forward to trash talking with his bowling league teammates at the lanes.

BLOCK 3: 12:45pm - 1:45pm

Outdoor Business Pathways for Vermont's Future Outdoor Recreation Economy
Kelly Ault, Vermont Outdoor Business Association; Lisa Gosselin Lynn, Vermont Sports and Vermont Ski + Ride Magazine; Mark Yardley, Darn Tough Vermont; Caitrin Maloney, Sustainable Trailworks; Parker Rice, Equipe Sport & Mtn Riders
The pandemic has provided a historic opportunity for outdoor recreation as a driver of local economic development and in expanding participation for hikers, bikers, boaters, campers, anglers, and many others who continue to go outdoors in record numbers. Significant investments in outdoor recreation infrastructure have expanded access to Vermont's world-class system of trails and facilities, especially for those whom have been historically under-represented. How have Vermont's outdoor manufacturers, retailers, guides, trail builders, gear designers, and media firms pivoted their operations, workforce, and marketing to meet the demand for quality goods, services, and experiences? How have businesses large and small recruited and trained for needs for technical jobs such as bike mechanics, sustainable product design, and trail construction? A panel of industry experts will provide insight and practical advice on the myriad of opportunities to be interlinked with outdoor communities in ways that benefit Vermonters and visitors. A discussion will identify key strategies and resources to ensure thriving outdoor businesses, places, and people across the state into the future.
About the Presenters: 

• Kelly Ault has been VOBA's Executive Director since 2019 and supports Vermont's highly diversified outdoor sector in educating Vermonters about outdoor recreation and supporting businesses in workforce development, financing, infrastructure and branding to strengthen Vermont's outdoor recreation economy. Kelly has been a Vermont nonprofit organization executive for over 25 years in areas that include land conservation and early childhood and lives in Middlesex, Vermont. 
• Lisa Gosselin Lynn is the editor of Vermont Sports and Vermont Ski + Ride Magazine, the two largest outdoor sports and lifestyle magazines in New England. She has also served as the Commissioner of the Department of Economic Development and the top editor of national magazines EatingWell, Audubon, Bicycling and Ski, among others. She serves on the Board of Directors for the Vermont Outdoor Business Alliance and lives in Middlebury, Vermont.
• Mark Yardley is the Vice President, Global Omni Channel for Darn Tough Vermont®️, a manufacturer located in Northfield and Waterbury, Vermont. He has worked in the industry for 27 years including 15 years at W.L. Gore (Gore-Tex). Mark serves on the Board of Directors for the Vermont Outdoor Business Alliance as well as Healthy Living Market and Yonder.
• Caitrin Maloney is the co-owner of Sustainable Trailworks, along with her husband Hardy Avery. Sustainable Trailworks designs and builds trails throughout the northeast, and provides consulting services in nonprofit management and community development. Caitrin and Hardy are currently spearheading a multi-year trail development project near their home in Poultney, VT. Caitrin is also president of the Velomont Trail Collective, whose goal is to create a trail and huts system that runs the length of the state.
• Parker Rice is the co-owner of Equipe Sport & Mtn Riders with four locations serving the Stratton and Mount Snow areas of Southern Vermont. He is also the operator of the Rawsonville Marketplace. All stores support visitors and Vermonters for skiing, riding, cross country skiing, telemarking, snowshoeing, kayaking or hiking, making sure they "know where to go, what to bring, and how to get there.” Parker serves on several boards including Sports Specialist Ltd and the Stratton Community Foundation.

Artificial Intelligence - How AI Improves Your Website SEO
Mike Lannen, Eternity 
Did you know that to get to the first page of Google results, your business does not need to be a major site or big brand, nor do you need to be a rocket scientist of SEO? Artificial Intelligence or AI has been around for over 65 years, but it's only recently that we're seeing how AI can have an impact on both website SEO and content strategy. Mike Lannen of Eternity, a website and digital marketing firm located in Burlington will review how you can easily leverage the power of AI to rank higher on Google and get more customers. He will take a look at Artificial Intelligence: what exactly is it? How does it improve SEO rankings? What are some questions to ask yourself before implementing AI into your company or blog? Search Engine Optimization (SEO) is the holy grail to success in the highly competitive tourism market. Effective SEO is the first step in helping guests or customers find (and eventually book) you. Don't worry Skynet isn't coming for you!
About the Presenter: 

• Mike Lannen - Founder and an Eagle Scout, Mike is on a mission to make the web a better place. He develops a close relationship with all clients and always has his eye on staff culture and satisfaction. When not at work, he can be found spending time with his wife and playing LEGO with his two daughters. Mike also has a passion for smart homes and artificial intelligence.

Workforce Challenges and Opportunities Working Group
Cindy Robillard, Vermont Department of Labor; Amy Spear, Vermont Chamber of Commerce; Hans van Wees, Hotel Vermont
As your business rebounds from the impacts of the Covid-19 pandemic and starts ramping up hiring efforts, you might find yourself wondering “where did all the workers go?” In this interactive working group session, we’ll cover workforce data and trends as it relates to Vermont’s tourism industry, acknowledge the challenges we’re facing, and explore new opportunities to tap into. Participants will then move into small groups to discuss what they’re seeing in their business, what’s working, what’s not working, and help each other navigate the post-pandemic hiring world to build a stronger workforce, together. 

Saying "I DO": The Marriage Between Vermont's Wedding and Tourism Industries. 
Lindsey Leichthammer, Vermont Association of Wedding Professionals, Farmhouse Group Events, Lindsey Leichthammer Events
The purpose of the presentation will be to shed light on the economic impacts the Vermont Wedding Industry has on tourism.  Vermont is one of the most popular states in the US for "Destination" weddings, meaning the couple and most of the guests visit from outside the state of Vermont. This not only has an impact on the obvious items like venues, resorts and caterers - But also gas stations, convenience stores, liquor stores and more! In 2018, the Vermont Wedding Industry (across all categories of vendors) brought in $174M in sales! With projected sales surpassing $181M in 2019.  Learn how the Vermont Wedding Industry is growing and how to tap into the Vermont Wedding Industry and the potential guests they can bring to your business! 
About the Presenter: 

• I'm always ready to party... or plan a party, that is. My professional interests have centered around the event and food/beverage industry since my very first job as a sixteen-year-old banquet server. I strive for organization and attention to detail while working with my clients to plan and execute their important life events. I believe in the power of logistics, which are complemented by ambiance and aesthetic. The buzz of a fast-paced working environment with a perfectly orchestrated staff is addicting and the only way I could imagine spending my working life. I’m from Marshfield, Massachusetts, a little beach town just south of Boston. I moved to the mountains and currently live in Winooski, Vermont with my brewery-owning husband, Andrew, and our two puppers, Banjo and Salty. I love to cook and host parties. I love to provide for people, whether in the form of food, cocktails, or a cozy environment. I love storytelling and making people laugh. I am social by nature and strongly believe there is ALWAYS a reason to celebrate.

BLOCK 4: 2:00pm - 3:00pm

​You've Got a Great Video. Now What? 
Luke Stafford, Mondo Mediaworks
Too often businesses and organizations put all their effort into producing a promotional video, without thinking about how to distribute that video afterward. This session focuses on strategies and tips to get your video in front of the right audience, through paid media, social media, and other platforms. Oftentimes, that means planning your distribution strategy BEFORE you even think about the content of the video.
About the Presenter: 

• Luke is the owner of Mondo Mediaworks in Brattleboro, Vermont. Mondo is a video production studio with a rich background in digital marketing. They specialize in working with marketing agencies and internal marketing departments in industries ranging from travel and tourism to banking, healthcare and manufacturing. Luke grew up in New York State, 100 miles north of NYC, and graduated from Saint Michael's College with a journalism degree. He worked in the marketing department at Mount Snow during the rise of YouTube and Facebook, where he honed digital storytelling and content marketing skills. In 2010, just as social media and online video were beginning their steep ascent, he started Mondo Mediaworks.

​Have Your Way with the OTAs: Finding Your Happily-Ever-After
E. Scot Fuller-Beatty, ThinkReservations and The Chadwick Bed & Breakfast
Two words: relationship goals. Learn how to best work with your different online travel agencies to optimize your revenue and marketing objectives. Join E Scot Fuller-Beatty, Director of Sales & Education at ThinkReservations and Innkeeper/Owner of The Chadwick Bed & Breakfast in Portland, Maine, as he shares collected tips and tricks from lodging professionals and marketing partners who have found their happily-ever-after.
About the Presenter: 

• Owner of The Chadwick Bed & Breakfast in Portland, Maine since 2011, Scot also keeps busy as the Director of Sales & Education with ThinkReservations. In his role at ThinkReservations, Scot works with customers and teaches at local, state, and national conferences to help educate owners and lodging staff on ways to fully utilize their PMS to make their businesses more profitable, run more efficiently, and how to tackle emerging trends such as yield management strategies, guest communications, and OTA relationships. Scot serves as a Board Member of the Association of Lodging Professionals (ALP) and Treasurer of the ALP Scholarship Fund.

​Tourism by the Numbers
Ken Jones, VT ACCD 
Ken Jones, Economic Research Analyst at VT ACCD, will provide attendees a snapshot of the economic activity associated with tourism in Vermont, as well as provide fresh data that reflects the tourism economy in 2020 / 2021.
About the Presenter: 

• Ken compiles as much information as he can about the Vermont economy; both what people do to make money and how they spend money. Next, he works with individuals in ACCD, other agencies and in some cases, with organizations outside of Vermont government to integrate the understanding of the Vermont economy with programs, policies, changing conditions and household impacts. In this way, the decisions that government and businesses make can be informed by the best available information on the effects on the economic wellbeing of Vermonters.