ARCHIVES: 2023 Schedule at-a-Glance
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The following schedule of events is from the 38th Annual Vermont Tourism Summit, held April 26 & 27, 2023.
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Photo Credit: Bobbi LoCicero
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| 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:
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
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| 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
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| 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
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| 11:00am - 11:30am | Break & Visit with Sponsors Sponsored by Ski Vermont, Vermont Ski Areas Association |
| 11:30am - 12:30pm | Concurrent Sessions Learn More
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| 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. 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.
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.
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 (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.
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
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.
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
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.
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
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.
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 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.
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
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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:
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:
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:
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:
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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:
About the Presenter:
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:
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:
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:
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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:
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:
About the Presenter:
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:
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:
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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:
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:
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:
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:
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