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  • Home
  • About Us
  • Annual Summit
    • Registration
    • Sponsor Opportunities
    • Lodging
    • Call for Presentations
    • Archives >
      • 2025 Summit
      • 2024 Summit
      • 2023 Summit
      • 2021 Summit
      • Resilience Exchange Series
      • 2020 Summit
      • 2019 Summit
      • Christiane Skinner Vermont Tourism Champion of the Year
      • SMART Award for Creative Marketing in Tourism
      • Ted Bridges Hospitality Scholarship
      • Vermont Bartender of the Year
  • June 18 Annual Meeting
  • Awards
  • Contact

ARCHIVES: 2023 Schedule at-a-Glance

The following schedule of events is from the 38th Annual Vermont Tourism Summit, held April 26 & 27, 2023.  
  • Schedule at a glance
  • About the keynote speaker
  • About the closing panel presenters
  • Concurrent workshop details
Photo Credit: Bobbi LoCicero
 
Tuesday, April 25, 2023
2:00pm - 5:00pm Conference Registration Desk Open
2:00pm - 5:00pm Sponsor Booth Set-up
Evening Dinner On Your Own
Wednesday, April 26, 2023
7:45am - 5:00pm Conference Registration Desk Open
8:00am - 11:00am Sponsor Booth Set-up (Continued)
8:00am - 12:00pm Pre-Conference DEIA Training Session with Travel Unity
Sponsored by Vermont Department of Tourism & Marketing
Roni Weiss and Dr. Chris Mahlobo from Travel Unity will be facilitating a half-day DEI training, where participants will:
  • uncover concepts and terms in DEI
  • dig into higher-level concepts around identity and bias
  • discuss how to navigate difficult conversations in diverse workplaces
  • get practical tips on how to craft and implement a Comprehensive DEI Plan for visitor-facing organizations
The session will be interactive, with attendees learning from the facilitators and engaging in discussions with one another.

The session will be appropriate to all interested attendees. No previous experience with DEI is required.
8:00am - 12:00pm Explore Stowe!
12:00pm - 1:30pm LUNCH, OPENING SESSION & KEYNOTE ADDRESS: Vermont Department of Tourism & Marking Update with Commissioner Pelham
Sponsored by Vermont Department of Tourism & Marketing
1:30pm - 2:00pm Break & Visit with Sponsors
Check out what's available to bid on in the silent auction!
Sponsored by Burlington International Airport
2:00pm - 3:00pm Concurrent Sessions Learn More
  • How to Create a Social Media Strategy
  • Grow Your Brand By Burning It Down
  • Cultivation & Collaboration: The Building of an International Culinary Trail
  • How to Reframe Tourism in an Illogical World
3:00pm - 3:30pm Break & Visit with Sponsors
Sponsored by Vermont Chamber of Commerce
3:30pm - 4:15pm KEYNOTE ADDRESS: Re)Thinking Your Diversity, Equity, Inclusion, AND BELONGING: Community Engagement Strategies – a 360 Degree Approach.
Hilina D. Ajakaiye, Meet Boston Learn More
4:15pm - 4:30pm Break & Visit with Sponsors
4:30pm - 5:30pm Concurrent Sessions Learn More
  • Daydream to Destination - How To Reach Travelers With a Multi-Channel, Data-Driven Approach
  • Build It and They Will Come: How the Outdoor Economy is Bringing Visitors to Rural Vermont
  • Love in the Green Mountains: the Impact of Weddings on Vermont's Tourism Industry
  • Rethinking How to Deliver Quality Visitor Experiences in the Era of "Short Staffing": Lessons from Vermont and New England Hospitality and Tourism Professionals
5:30pm - 6:30pm Cash Bar Available in Sponsor Area
6:00pm - 7:30pm Dinner Event
Sponsored by Vermont Rail System Passenger Services
Late Night Night Cap Social in Charlie B's
Thursday, April 27, 2023
8:30am - 12:30pm Conference Registration Desk Open
8:30am - 10:00am Breakfast Available
9:00am - 9:45am Coffee & Conversations
Join us for an informal networking event over coffee and breakfast! A series of prompting conversation starters will be displayed on the screen and will change every 5-minutes so you can join in at any time, and choose to stay at one table for the duration, or move around the room.
9:45am - 10:00am Break & Visit with Sponsors
10:00am - 11:00am Concurrent Sessions Learn More
  • Artificial Intelligence - Improve Your Website SEO with AI
  • It's not them...It's YOU - an interactive seminar to bury the generation gap for good.
  • The New News Landscape: How to Work with Media to Leave an Impression that Resonates
  • Trends & Opportunities in Vermont's Vacation Rental Industry
11:00am - 11:30am Break & Visit with Sponsors
Sponsored by Ski Vermont, Vermont Ski Areas Association
11:30am - 12:30pm Concurrent Sessions Learn More
  • Digital Marketing Health Check-up for the DIY Marketer
  • Enhance Your Brand & Increase Revenue through Special Events on Agritourism & Hospitality Properties
  • New Name, Same Mountain. The creative process behind renaming & rebranding a historic landmark.
  • Vermont Needs More People. More People Need Vermont.
12:30pm - 2:00pm LUNCH, CLOSING SESSION & PANEL: Cannabis is legal. Now what?
Learn how the cannabis industry can benefit your property and offerings. Learn More
Kyle Harris, Cannabis Control Board (Moderator); Eli Harrington, Greenbridge Consulting; Jane Lanza, Family Tree; Dan Pomerantz, Rebel Grown; Marlena Tucker-Fishman, Zenbarn Farms
Sponsored by Essex Experience
2:00pm Conference Adjourns
 
 

Keynote Address: ​Re)Thinking Your Diversity, Equity, Inclusion,
AND BELONGING: Community Engagement Strategies – a 360 Degree Approach.

Hilina D. Ajakaije
​Hilina D. Ajakaiye
Executive Vice President at Meet Boston


Hilina D. Ajakaiye brings more than 15 years of sales, marketing and operations expertise as well as an international perspective to her position at Meet Boston. 

A native of Ethiopia, she immigrated to the United States in 1987, perfected English as a second language, and simultaneously graduated with her high school diploma and an associate degree at age 17.  She went on to pursue her undergraduate studies at the University of Massachusetts and later earned her MBA in International Marketing Management from Northeastern University in 2017.

Responsible for growing Boston’s market share of visitors, Ajakaiye has specific oversight of the day-to-day operations across a variety of functions including: human resources, membership development, finance, leisure destination services (including two Visitor Information Centers), marketing and operations, operating budgets, financial practices and revenue generation.

Previously, Ajakaiye worked for more than 15 years for Ahold Delhaize, an international grocery retail company servicing more than 54 million shoppers weekly. She was promoted throughout her tenure, during which she led 150+ direct reports across 22 stores with 3,600+ employees and received national recognition for her success in leading multiple teams and overseeing an operating budget of $805 million in annual revenue. 

Ajakaiye is passionate about initiatives and causes to advance young women and women empowerment overall, especially in underserved communities. She has been called on to serve on The Network of Executive Women (NEW), as board director for Big Brothers, Big Sisters and Progreso Latino, as a board trustee for the Woodward School for Girls, and currently as co-chair for the Equity, Diversity & Inclusion Committee for Destination International.

Ajakaiye is an inductee into the Big Brothers, Big Sisters “People We Admire” program and is a graduate of The Partnership, Inc.’s Leadership Program in Boston and of Leadership Rhode Island. She was named 2019 “Rhode Islander of the Year” by Rhode Island Monthly for her work as the Founder of the R.I.S.E. Women’s Leadership Conference. 
​
Ajakaiye enjoys traveling and spending time with her two children and husband. 

 

Closing Panel: Cannabis is legal. Now what?

​Learn how the cannabis industry can benefit your property and offerings.
Elmore Mountain Therapeutics logo
Thank you to Ashley Reynolds, Elmore Mountain Therapeutics, for their generous support of this session! Check out the new Vermont Cannabis and Tourism Instagram account @VTcannatourism. 

Kyle Harris, Cannabis Control Board
Kyle Harris (Moderator) 
Kyle Harris comes to the Cannabis Control Board from the Vermont Agency of Agriculture, Food & Markets (VAAFM), where he worked in Agriculture Development focusing on Emerging Issues and Economic Development. His work focused on dairy innovation, maple initiatives, and hemp business development.  He was worked closely with Agency of Commerce & Community Development (ACCD) as a liaison between agencies to facilitate policy and economic discussion throughout Vermont’s agricultural portfolio. Most recently, he aided in the development of Vermont’s Agriculture and Food system Strategic Plan 2021-2030.

Previous to his role with VAAFM, Kyle served as the Associate Counsel for Environmental Affairs at the Corn Refiners Association in Washington, DC.  In that position he represented 14% of the US Corn Supply, focusing on improving the environmental footprint at both ends of the supply chain, from grower relations to growth in plant-based products and 21st century uses for agricultural feedstocks.  He has also spent time with Maryland’s Office of the Attorney General for the Dept. of Natural Resources.
​
Harris has a B.A. from the College of Charleston in South Carolina, and J.D. and a Masters of Environmental Policy from Vermont Law School. He has a license to practice law in Maryland.  He lives in Roxbury with his wife Cate.

Eli Harrington headshot
Eli Harrington
Eli Harrington is the founder of Vermontijuana Farmstead, Greenbridge Consulting, and co-founder of Vermontijuana Cannabis Farm Tours. As a licensed 'Tier 2' cannabis cultivator, Harrington personally cultivated 312 sungrown cannabis plants in the heart of the northeast kingdom in 2022 and is presently developing and distributing Vermontijuana cannabis products to retail dispensaries across the state of Vermont. 

As a co-founder of Vermont's first cannabis farm tours -- with Ben Wilcox of Off Piste Farms -- Harrington and Wilcox have spent the past three summers coordinating CBD and THC cannabis cultivation tours of their licensed cannabis farms in the 'Northeast Kingdom' area of Vermont. Harrington and Wilcox originally met while skiing at Burke Mountain in 2016 and both host short-term rentals at cannabis-friendly lodging properties in the Burke area in addition to the tours.


Jane Lanza, Family Tree
Jane Lanza
Jane is the co-founder and co-owner of Family Tree. Her career is rooted in holistic living. Jane’s grateful to work from home running the farm business, brand, and raising her two children. She has helped grow Family Tree into a thriving company. Before launching Family Tree, Jane’s wellness event and marketing clients ranged from music festivals to meditation centers and boutique hotels. Jane ran meditation and cannabis retreats worldwide with acclaimed presenters for down to earth, playful wellness experiences. Jane’s certified through UVM’s Larner School of Medicine in Cannabis Science in Medicine. She has a degree in English from the University of Vermont.

Dan Pomerantz headshot
Dan Pomerantz
Dan Pomerantz is a renowned cannabis industry expert and longtime legacy operator. He’s the owner of Rebel Grown, a cannabis lifestyle and genetics brand, farm owner, social equity recipient in Humboldt County California, and licensed cultivator in Vermont and California. His genetics have won dozens of awards dating back to 2011, most notably The Emerald Cup’s coveted Breeders Cup award in 2022 and 2018. He’s a Senior Editor and shareholder of Skunk Magazine, as well as a regular contributor for Skunk and Grow Magazine. Dan has taught cultivation courses at the Northeastern Institute of Cannabis in Natick, MA, and 707 Cannabis College in Humboldt County, CA. Under Proposition 215 Dan managed collective operations on several of the largest outdoor medical gardens in Northern California dating back to 2010. He founded the Ganja Rebel Seeds collective in 2011 and was the first seed company to offer seeds to medical patients through retail dispensaries in Humboldt County, California. Dan was an original consultant of one of the first political action committees representing small craft legacy Cannabis farmers in Northern California, the Humboldt Growers Association. Having trained, managed, and mentored dozens of people over the years, many of Dan's former employees and proteges have gone on to own their own farms and canna-businesses, manage, consult, and run some of the largest operations in California and beyond. Amongst other consulting work, Dan was Director of Operations for FLRish/Harborside Farms in Monterey County. Dan is a naturalist with efforts in land and nature conservation, with interests in permaculture, sustainability and restorative agriculture.

Marlena Tucker-Fishman
Marlena Tucker-Fishman
Marlena was born in Queens, and grew up in Piscataway NJ.  She spent her early career as an educator and youth mentor working with some of the hardest to reach young people facing hardships such as poverty and homelessness as well as working with young people with learning differences and autism.  She also founded a wellness and healing studio Zenbarn Studio, founded and ran her own nature-based childcare center before joining forces with her husband Noah to launch Zenbarn Farms, a cannabis brand and retail store.  She is co-owner at Zenbarn Farms and continues her work toward environmental and social justice where she has launched The Cannabis Generation, a not-for-profit initiative to support BIPOC people to get job training and skills to enter the cannabis industry.  Marlena is also a mother of two, an avid dancer and amateur karaoke singer. 

 

Concurrent Session Details

Wednesday, April 26, 2023
2:00 - 3:00pm
How to Create a Social Media Strategy
Dive into creating a winning social media strategy for your business with the expert guidance of digital marketing agency owner Julia Scott. During this workshop-style presentation, you'll be guided through the essential pieces of your social media strategy using handouts so you understand the who, what, why, and where of your social media program. Come away energized and equipped with the tools to finish your social media strategy after the workshop. Plus, all registered attendees are invited to a group check in over Zoom approximately two weeks after the presentation to get their questions answered and talk through roadblocks. 

About the Presenter: 
  • Julia Scott - ​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 63% 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.
​Grow Your Brand By Burning It Down
Serial entrepreneur Sas Stewart will walk through the brand-building opportunities that have emerged in the post-COVID tourism landscape. Using case study wins (and fails!) from her own business--as well as other VT icon businesses--Stewart will talk through new digital strategies, how to collaborate with fellow businesses, and how to create products your customers actually want. 

About the Presenter: 
  • Sas Stewart is a serial entrepreneur passionate about creating spaces that foster joy,  acceptance and celebration--a pursuit she has manifested over her 20 years in hospitality. In 2019 Sas was named one of the top 50 entrepreneurs to watch in the US; Sas and her projects have been featured in Martha Stewart Living, Food and Wine, Outside Magazine, Sift, Bloomberg, Imbibe, Better Homes and Gardens and other publications. Prior to launching Adventure Dinner, Sas was the co-founder of the award-winning distillery Stonecutter Spirits and Highball Social (cocktail bar). She is a graduate of the SBA Emerging Leaders program, and holds a B.A in English from the University of Michigan and a M.S. in Sustainable Planning and Development from Pratt Institute. 
​Cultivation & Collaboration: The Building of an International Culinary Trail
Vermont's Lake Champlain Tasting Trail is just one stop on a culinary trail that encompasses two states (Vermont, New York), two provinces (Quebec, Ontario) and two countries (USA, Canada) and links farm, food and drink experiences around the Lake Champlain Basin. Strong partnerships and collaborations across international and interstate borders are critical for attracting tourists willing to travel long distances for unique and memorable destinations. – and they encourage visitation from nearby states and Canada. Collaborators from Quebec and Vermont  will share their experiences developing this partnership, including challenges around branding, marketing, funding, and border crossing issues in the lead up to the official launch in 2023. Learn how you can benefit from this initiative and how to develop these types of collaborations in other parts of Vermont. 

About the Presenters: 
  • Tara Pereira - As Executive Director of Vermont Fresh Network, Tara's work 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 in partnership with 10 other producer associations. Tara has worked in marketing and 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.
  • Isabelle Charlebois - Passionate about tourism, particularly gourmet tourism, Isabelle is the general manager of the tourism local management organization, Tourisme Haut-Richelieu and one of the administrators of the regional tourist association, Tourisme Montérégie, and also a member of the Lake Champlain Basin Program. She has been collaborating with its American and Quebec border neighbors for several years, to make people forget the borders and make the great valley of Lake Champlain, a single large attractive region.
  • Dr. Lisa Chase is the Director of the Vermont Tourism Research Center and Extension Professor at the University of Vermont. Her research and outreach focus on the intersection of tourism, community vitality, food systems, and working landscapes. For over 20 years, she has worked with entrepreneurs, communities, farmers, and tourism businesses throughout Vermont. Before moving to Vermont, Lisa conducted research and outreach in New York, Colorado, Costa Rica and Ecuador, among other places. In her spare time, she enjoys hiking, biking, skiing, and eating her way around Vermont and other world-class destinations.
  • David Lane and his wife Julie, began Vermont's first commercial grape vineyard and winery in 1996. Nestled on the shores of Lake Champlain in South Hero, VT, Snow Farm Vineyard is now a popular four-season destination for tourists and the local community. Growing up on the family farm milking cows and throwing hay bales, Dave has worked this land for several decades. Embracing the changing agricultural landscape he enjoys the challenge of marketing a different quality beverage. The winery began as a dream and passion to keep land agricultural in Vermont. David and his family hope to provide an alternative for farmers, so that they can rededicate their land to a new agricultural pursuit and keep it open and working.
​How to Reframe Tourism in an Illogical World
Destinations International has called on destination promotion and tourism to be considered a public good or a common good for the greater good in each of our communities. A Community Shared Value. When we observe organizations that have built a solid base of support in their community, as well as those who are less effective, we can say that there is a specific set of core values that are either present or lacking. This session will delve into the key values of a community shared value or public good and show how, when considered together, they create a roadmap for organizations to follow. To allow us to effectively showcase our work and worth in illogical times. We will also demonstrate tactics and trends on how to talk about tourism to connect with these values in our new tourism lexicon. Allowing your work to be understood by our critical stakeholder, the residents. And finally, a critical rethinking of how we measure ourselves and the need to develop a tourism/destination promotion community index. A series of indicators for your stakeholders to easily understand what you're doing, how you're doing, and how it benefits them.

About the Presenter: 
  • Andreas Weissenborn - Introduced to the world of destination organizations by a random internship application to Visit Baltimore (then known as Baltimore Area Convention & Visitors Association), Andreas began an unexpected career into hospitality that left him with a continued passion towards the tourism industry. Weissenborn spent just short of 11 years with Visit Baltimore helping with its Research, Technology, and Information Systems across the organization. In 2017, he joined the Association on behalf of a Destinations International Foundation initiative to be a dedicated research source for Destinations International. In addition to his core advocacy and research responsibilities such as teaching stakeholders on the importance of destination promotion, he is also the host of the architects of destination advocacy podcast. He believes in the transformational nature of tourism and the responsibility of every community to properly harness it. Outside of his jobs at Destinations International and being a dad, he spends most of his time planning trips to Vermont where he and his wife we're married.
 

Wednesday, April 26, 2023
4:30 - 5:30pm
Daydream to Destination - How To Reach Travelers With a Multi-Channel, Data-Driven Approach
In-state or out-of-state, business or leisure, the way travelers plan has become increasingly more complex. A one size fits all approach is no longer effective at reaching the variety of Vermont visitors. The solution is to form a comprehensive multi-channel approach to reach travelers wherever they are consuming media and then make sure you're speaking to the right audience by utilizing real-time data. This presentation will discuss:
  • Understanding the target audience - how to do the homework so you can better target the right travelers. Use Google Analytics and other website data to understand where your visitors are coming from. Then take a deep dive into who they are - TIP: Go way beyond basic demographics. Look for affinity categories and other behavioral factors to expand your reach.
  • How to utilize your own channels like web, email, blogs and social media to inspire travelers as they plan and explore destinations, activities and attractions.
  • Identifying key moments on the booking journey - from dreaming about their vacation, to planning and booking, to actually being on vacation, learn how to reach the right audience across all moments.
  • Know which devices they use and when - HINT: Americans spend 5.4 hours a day using their mobile phones…and they check their phones 58 times a day on average.
  • Encourage customers to leave reviews so when these travelers come in and do their homework, they see how great of a time others have experienced with you.

About the Presenter: 
  • Will Skolochenko is the Digital Sales Manager at Vox Media in Colchester, VT as well as a Certified Digital Marketing Professional. Prior to that, he spent the past decade and a half doing marketing and design in Vermont's vibrant outdoor industry. When he's not enjoying a Vermont beer or grilling with friends, Will can be found exploring the local trails with his wife, two young boys and at least one dog.
Build It and They Will Come: How the Outdoor Economy is Bringing Visitors to Rural Vermont​
Over the past few years, the state of Vermont has invested millions of dollars to bolster outdoor recreation projects and drive the economies of communities around the state. Now, these efforts are bearing fruit into the foreseeable future not just for outdoor recreation but for the related businesses and their employees. Listen to a panel of outdoor industry leaders describe how the Lamoille Valley Rail Trail, Mount Ascutney, and the Rochester Valley Trails are growing adventure tourism, attracting new customers and providing a quality of life in Vermont.
​​
About the Presenters: 
  • Kelly Ault has served as executive director for the Vermont Outdoor Business Alliance since 2019, as part of a 28-year career as a Vermont nonprofit executive in areas that include land conservation, sustainable forestry, and early childhood. 
  • Lisa Lynn is the editor of Vermont Sports and Vermont Ski + Ride Magazines, New England's two largest outdoor publications. She has also served as the Commissioner of Economic Development for the state of Vermont and has been the editor of national magazines Bicycling, Ski, Audubon and EatingWell. 
  • Doon Hinderyckx is the owner of Green Mountain Bikes which he founded over 30 years ago in Rochester, a rural Vermont mountain village. His shop alongside local organizations like the Ridgeline Outdoor Collective have expanded recreation opportunities such as backcountry skiing, mountain biking and gravel riding to make Rochester a destination for Vermonters and visitors. Doon's current business expansion on Main Street includes a 14-room inn to open this spring. 
  • Yva Rose, along with her husband Jim, owns Lamoille Valley Bike Tours, a recreational tourism business that specializes in bike and ebike tours, rentals and sales, and most recently, a bike shuttle service, on the Lamoille Valley Rail Trail.  Their bike tours engage guests with the natural beauty, local attractions, artisans, breweries, restaurants and businesses that make up Lamoille County and beyond.
  • Steve Wood is a native Vermonter who learned to ski at Ascutney Mountain in the mid-1950s and was a junior ski patroller in the late 1960s. His close ties to the Upper Valley area as director of a private trout fishing club in Sharon and Norwich, as lead shareholder auditor of the Union Agricultural Society, Inc., the sponsor of the Tunbridge World’s Fair, and as a board member and incoming treasurer of Ascutney Outdoors. He is past president of the Special Services Transportation Authority in Chittenden County, and recently retired from Sentinel Investments. He now works part time as a historian and archivist at National Life.
Love in the Green Mountains: the Impact of Weddings on Vermont's Tourism Industry
An analysis of the economic impact of weddings since the pandemic, plus an overview of market trends and how the tourism sector can support the boom (& benefit from it). We will also review how DEIA efforts in the wedding industry influence visitors of diverse identities and cultures.

About the Presenter: 
  • Maricela Ehmann (she/her/ella) moved to Vermont in 2017 from the San Francisco Bay Area where she was deeply rooted in the event and restaurant industries. Maricela and her husband launched Ehmann Events in 2018, an events services company providing event planning and management services in Vermont. Maricela is the Board President and founding member of the Wedding and Event Vendor Alliance, a non-profit helping wedding professionals become better allies by creating safe, inclusive, anti-racist event spaces through self-education & community development. She serves on the TRC Board and is a member of multiple organizations including VBSR, the Event Safety Alliance, LEC and ALPFA Boston.  Advancing diversity and inclusion as well as providing resources to uplift our underrepresented vendor communities are top priority.
Rethinking How to Deliver Quality Visitor Experiences in the Era of "Short Staffing": Lessons from Vermont and New England Hospitality and Tourism Professionals
Across Vermont as elsewhere in New England, the staffing shortage continues to wreak havoc on the hospitality and tourism sector.  However, visitor satisfaction is still essential to ensure repeat visitation and referrals.  The question is, how can hospitality and tourism organizations still deliver memorable experiences to guests even in the era of staffing challenges?  This presentation will share research on how hospitality and tourism organizations around New England and particularly in Vermont are adapting to the staffing crisis as they strive to meet increased visitor demand.  Questions that will be addressed include, what innovative steps are hospitality owners and managers taking to meet the new challenges in the changing staffing landscape?  How are hospitality organizations maintaining their commitment to service excellence even when short staffed?  Which stages of the visitor cycle are most important to focus service experiences and which stages lend themselves to adapting services to a digital format?  What is the outlook for the future of staffing levels in the hospitality and tourism sectors and how can owners and managers make a difference in how future labor market trends unfold?  The presentation will conclude with ideas on how managers and owners can pivot from staffing shortages to optimizing the talent pool working in Vermont's hospitality organizations to ensure guests enjoy memorable and meaningful experiences. 

About the Presenter: 
  • Todd Comen has a Ph.D. in Natural Resource Management and a Masters in Hotel Administration.  He has spent over thirty years in the tourism and hospitality sectors. Todd was a professor of hospitality and tourism management for 21 years at Johnson State College in Vermont where he has lived for 28 years. Over the years he has conducted dozens of service training programs, and has consulted with local government agencies, including the Vermont Information Centers Division and the Northeast Kingdom Travel and Tourism Association.  Todd has conducted feasibility studies for boutique hotels and independent restaurants, and engaged in market research for resorts, agritourism enterprises, and destinations.  Dr. Comen has worked with international development firms on integrated rural tourism and eco-tourism projects in Honduras, Romania, Costa Rica, Poland, and Belarus.  
 

Thursday, April 27, 2023
10:00 - 11:00am
Artificial Intelligence - Improve Your Website SEO with AI
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 - Eternity 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. 
It's not them...It's YOU - an interactive seminar to bury the generation gap for good.
With five generations now present, it's inevitable to have conflicts in the workplace. During this interactive session, you will discover the tools to help meet the challenges of working in a multigenerational workplace. With a fresh perspective on the generational divide, Nicole will explain how improved communication and self awareness can minimize conflict, increase productivity, and strengthen your relationships in all aspects of life.

In this session, you will:
  • Learn to break generational stereotypes
  • Discover your true behavioral style
  • Unlock the keys to clarity in communication 

About the Presenter: 
  • Nicole Carlson is a third generation railroader and native Vermonter who inspired the Champlain Valley Dinner Train. She currently manages the Passenger Services for the Vermont Rail System and serves on the board of the Vermont Tourism Summit and the Vermont Attractions Association. Nicole’s natural gift of gab, high emotional intelligence, and passion for people has catapulted her career, specializing in customer service, communication and public relations. Nicole offers 15 years of experience in hospitality and customer service along with a fresh perspective on leading a multigenerational workplace.
The New News Landscape: How to Work with Media to Leave an Impression that Resonates
It wasn't so long ago Vermont tourism destinations and attractions simply sent out their annual pitch to print media and worked for coverage.  It's all changed. Let's talk about the media landscape, what really creates results and how to work with journalists and influencers to make it happen.  I will present different type of media, how the placement came to be (and what kind of headaches it may have incurred) and results -- as well as talk about how the media itself would like to interact today.  

About the Presenter: 
  • Moira McCarthy has been in the ski writing industry for nearly three decades. She was a part of the "glory print years" and has evolved -- along with the industry-- over all those years. She's won the AP Reporter of the Year, National Newspaper Association top story of the year, NASJA's Harold Hirsch Award and Mitch Kaplan awards. She's a mom and grandma to a tribe of super dedicated skiers.
Trends & Opportunities in Vermont's Vacation Rental Industry
Julie Marks, Vermont Short Term Rental Alliance, Inc. 
This presentation will share both industry-gathered data and community-gathered survey results from 2021-2022 to illustrate the many trends, issues, and opportunities surrounding Vermont's vacation rental marketplace. Attendees will learn about: the economic and community impacts of short-term rentals; the Vermont laws that govern short-term rentals; the property features that are in highest demand by visitors; and the emerging business and tourism opportunities that the vacation rental industry invites to Vermont.

About the Presenter: 
  • Julie Marks was born and raised in Hinesburg and has always called Vermont home. Julie earned a Bachelor's Degree in Environmental Science from James Cook University in Australia and a Master's Degree in Environmental Health from the University of Washington in Seattle. Julie returned to Vermont in 2018 to fulfill her dream of homesteading and has built a self-sufficient homestay business by building two vacation rental accommodations on her homestead in Jericho. She also owns and manages 2 rental properties in Burlington and 1 in Bolton, and takes great pride in being an engaged and responsible housing provider and vacation rental host. Julie founded the Vermont Short Term Rental Alliance in February 2021 to represent the voice of vacation rental stakeholders. Since its founding, VTSTRA has become a community of over 180 members and business partners seeking to advance a responsible and professional vacation rental industry in Vermont.
 

Thursday, April 27, 2023
11:30am - 12:30pm
Digital Marketing Health Check-up for the DIY Marketer
Ross Evans, Redpoint
You don't have to be a website developer or information technology wizard to keep the health of your digital marketing in tip top shape. With regular check-ups you can learn to make improvements to your digital marketing that prevent small issues from turning into big ones while growing awareness and engagement. Have a fancy agency or a marketing team to manage your digital marketing? This probably isn't the session for you. Have your hands on the record button as you create a new Instagram reel and simultaneously balance your business's checkbook, take tickets at the door, prepare for the arrival of guests, and prep pancake batter for the next morning's brunch service? Yeah, you're the one we're talking to. In this session we'll show you practical methods for auditing your website, social media, email marketing, and other digital channels that don't break the bank or the to do list.

About the Presenter: 
  • Ross Evans, a Redpointer since 2013, leads the team for all our digital and many of our integrated programs. Clients love his ability to translate complex and elusive digital concepts into layman's terms. It fosters better decision making and collaboration when clients are fully engaged in both processes and outcomes. It's also what makes him an excellent trainer. He's often sought after by industry associations and DMOs around the globe to educate their stakeholders on digital marketing strategies and trends. From the Tourism Industry Association of Prince Edward Island to the Saint Lucia Tourist Board, he's often tapped to speak on topics such as email marketing, PPC & SEO, social media, and more.  
​Enhance Your Brand & Increase Revenue through Special Events on Agritourism & Hospitality Properties
Pam Knights, Pam Knights Communications; Linda Fondulas, Odyssey Events 
With Experiential Travel on the rise, approximately 40 percent of today's travelers are planning destination vacations focused on local food, local traditions, and educational and recreational experiences. What better place than in Vermont! Hosting special events at your lodging property or on your farm helps to draw locals and tourists, build community connections, raise brand awareness, enhance brand loyalty, and increase seasonal revenue. In short, special events done well provide multiple benefits.  Part of a larger marketing strategy, special events also help to fuel customer communications and offer cross-marketing opportunities. They provide engaging content for your website, social media posts, public relations outreach, email marketing, event listings, and blog posts. Special events give you something exciting to promote!  Branding and agritourism marketing specialist Pam Knights, owner of Pam Knights Communications, will focus on the benefits of hosting on-farm events; to include harvest festivals, tours, educational workshops, kids' camps, on-farm dinners, weddings, and the performing arts.  Event planner Linda Fondulas, a former restaurateur, is co-owner of Odyssey Events with her husband Chef Ted Fondulas.  She will address the benefits of offering cooking and beverage classes, tasting dinners, epicurean and art tours, weddings, and retreats at inns and resorts.  We hope you will join us for an informative session on how to start building your brand and increase revenue through special events on farms and lodging properties; with plenty of time for questions.

​About the Presenters: 
  • Pam Knights is the owner of Pam Knights Communications (PKC) in Northfield, VT offering branding, marketing communications, and event development for hospitality, culinary, agritourism, and food tourism businesses.  Prior to opening PKC in 2000, Pam directed communications and events for 3 years at the Vermont Land Trust; after serving as Director of Public Relations and Special Events at New England Culinary Institute for 13 years. At NECI, Pam worked to establish the Vermont Fresh Network with the Vermont Department of Agriculture to connect Vermont's farmers, chefs, and consumers and strengthen Vermont agriculture, providing a gateway to the growing farm-to-table movement. 
  • Linda Fondulas is co-founder of Hemingway's Restaurant, Vermont's forerunner in wine tasting menus, farm-to-table cuisine, and Vermont harvest dinners. She served as director of Vermont operations at the Hall Art Foundation, advancing community out-reach as well as developing a brand and farm products for the owners including planting a cold-hardy vineyard, a hard-cider apple orchard, and fostering the production of wine, ice cider, and apple brandy. She's served on the BOD of the Vermont Grape and Wine Council and the Vermont chapter of the American Institute of Wine and Food, founded primarily by Robert Mondavi and Julia Child. Linda co-founded Odyssey Events in 2018.
New Name, Same Mountain. The creative process behind renaming & rebranding a historic landmark.
Don Stevens, Nulhegan Band of the Coosuk - Abenaki Nation and AHA-Abenaki Helping Abenaki, Inc.; Jennifer Vincent, Woodstock Inn & Resort; MJ Legault, MMGY Origin
For nearly 90 years, Suicide Six Ski Area in Pomfret, Vermont served a tight-knit community of skiers and riders, including many families who skied there for literally generations. While the mountain and the experiences it offers are beloved by thousands, the time came to change the name of the historic ski area to better reflect its rich tradition of family fun. Embracing the need for the increasing awareness of mental health and sharing the growing concern about the insensitivity of the word “suicide” and the strong feelings it evokes, the resort team and creative agency, MMGY Origin, explored several options within the discovery phase of the re-naming process. A working partnership with Chief Don Stevens of the Nulhegan Band of the Coosuk-Abenaki Nation was created; offering counsel and insights on the land and its heritage. Discover the thoughtful and informative process that the Woodstock Inn & Resort team, MMGY Origin & Chief Stevens went through on this creative name change process, providing a potential roadmap for those considering their own name changes.

About the Presenters: 
  • Don Stevens, Chief of the Nulhegan Band of the Coosuk - Abenaki Nation and Executive Director of the tribal non-profit AHA-Abenaki Helping Abenaki, Inc. Don is a leader, businessman, writer, and lecturer. Don helped lead the fight to obtain legal recognition for the Abenaki People in Vermont who were recognized by the Vermont Legislature in 2011.
  • Jennifer Vincent, Director of Marketing for the Woodstock Inn & Resort, HSMAI Certified Hospitality Digital Marketer (CHDM), member of the marketing committees for the Woodstock, VT Area Chamber of Commerce, Vermont Chamber of Commerce, and the New England Inns and Resorts Association, as well as a member of the Vermont Lodging Association’s communications committee. In her leisure time, Jennifer enjoys hiking & skiing in the Vermont mountains, stand-up paddle boarding and daily yoga.
  • MJ Legault, Partner and Managing Director MMGY Origin, a creative & content agency specializing in outdoor sports and tourism based in Whistler+Montreal+Vermont. As a leading outdoor sport and tourism marketing strategist, she is a frequent speaker at industry conferences. MJ is the Vice Chair of Protect Our Winters Canada.
Vermont Needs More People. More People Need Vermont.
Kevin Chu, Vermont Futures Project
The presentation will focus on population and demographic data as it relates to Vermont's workforce and economic future. There will be interactive polling of the audience and prompts for group discussion to contextualize the data through a tourism perspective. 

About the Presenter: 
  • Kevin Chu grew up in Vermont and is looking forward to growing old here too. He is the son of immigrants and spent most of his early years living and learning in Burlington. Kevin is a graduate of Middlebury College, where he studied the environment and education while also competing in track and field. Prior to joining the Vermont Futures Project, Kevin worked at the University of Vermont, where he led efforts in recruiting for diversity, academic advising, communications, community engagement and economic development, and strategic planning. He is now the executive director of the Vermont Futures Project, a nonpartisan organization focused on research and education in pursuit of answers to their mission question: How can we use data to support the evolution of Vermont's economy towards a thriving future full of opportunity for all?

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Burlington waterfront/cityscape photo courtesy of Hello Burlington. All other header photos: Bobbi LoCicero. 

2025 Annual Summit Location: burlington, vt

Join us April 28-29, 2025 at Hotel Champlain in Burlington, Vermont!