Schedule at-a-Glance
The following schedule of events is subject to change as of 4/15/2025. Please check back for updates.
| Monday, April 28, 2025 | |
| 9:45 am - 6:30 pm | Conference Registration Desk Open |
| 10:00 am - 11:30 am | Pre-Conference AI Workshop: Actionable Tools for Transforming Hospitality Sponsored by Eternity |
| 11:30 am - 6:30 pm | Sponsor Trade Show Set-up |
| 2:00 pm - 5:00 pm | Burlington Area Familiarization (FAM) Tour |
| 5:00 pm - 6:30 pm | Regions of Vermont Networking Mixer Co-Sponsored by Vermont Department of Tourism & Marketing and Discovery Map |
| Evening | Dinner On Own Check out the new in-house restaurant, Original Skiff! |
| Tuesday, April 29, 2025 | |
| 8:00 am - 5:00 pm | Conference Registration Desk Open; Sponsor Trade Show Open |
| 8:00 am - 9:00 am | Breakfast with Sponsors Sponsored by Higher Elevation LLC |
| 9:00 am - 9:50 am | WELCOME & KEYNOTE ADDRESS: Vermont Department of Tourism & Marketing Update with Commissioner Pelham Sponsored by Vermont Department of Tourism & Marketing |
| 9:50 am - 10:05 am | Transition Break |
| 10:05 am - 10:50 am | Concurrent Sessions Block 1 View details
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| 10:50 am - 11:05 am | Transition Break |
| 11:05 am - 11:50 am | Concurrent Sessions Block 2 View details
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| 12:00 pm - 1:30 pm | Networking Lunch with Sponsors Sponsored by Vermont Department of Liquor and Lottery |
| 1:30 pm - 2:15 pm | GENERAL SESSION: AI in Action: Panel Discussion with Hospitality Innovators Sponsored by Hotel Champlain |
| 2:15 pm - 2:30 pm | Transition Break |
| 2:30 pm - 3:15 pm | Concurrent Sessions Block 3 View details
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| 3:15 pm - 3:30 pm | Transition Break |
| 3:30 pm - 4:30 pm | Facilitated Conversation: Destination Management Strategic Plan |
| 4:30 pm - 5:30 pm | Awards Presentation & Reception with Sponsors |
| 5:30 pm | Sponsor Trade Show Tear-down |
| Evening | Dinner On Own Check out the new in-house restaurant, Original Skiff! |
Pre-Conference Workshop
AI WORKSHOP: Actionable Tools for Transforming Hospitality
Monday, April 28 | 10:00am - 11:30am
Step into the future of hospitality with this AI workshop tailored for resorts, bed and breakfasts, and other service-driven businesses. Led by Mike Lannen of Eternity, this hands-on session will arm you with the latest AI tools like ChatGPT, ClaudeAI, Google NotebookLM, ZoomAI, and more. You’ll learn to automate guest interactions, streamline operations, and supercharge your marketing—all while maintaining that personal touch your guests love. We will even live talk with AI on the phone!
Bring your laptop and get ready for practical, real-world strategies that will transform how you engage with guests, manage daily tasks, and thrive in the competitive hospitality landscape.
What’s on the agenda?
Monday, April 28 | 10:00am - 11:30am
Step into the future of hospitality with this AI workshop tailored for resorts, bed and breakfasts, and other service-driven businesses. Led by Mike Lannen of Eternity, this hands-on session will arm you with the latest AI tools like ChatGPT, ClaudeAI, Google NotebookLM, ZoomAI, and more. You’ll learn to automate guest interactions, streamline operations, and supercharge your marketing—all while maintaining that personal touch your guests love. We will even live talk with AI on the phone!
Bring your laptop and get ready for practical, real-world strategies that will transform how you engage with guests, manage daily tasks, and thrive in the competitive hospitality landscape.
What’s on the agenda?
- Hands-on AI Training: Dive into AI tools to automate guest services and streamline operations, freeing up more time to focus on delivering unforgettable experiences.
- Collaborative Problem Solving: Share challenges with peers and receive tailored AI solutions to apply directly to your business.
- AI Meeting Assistants: Explore how AI can take the grunt work out of meetings by automating notes, follow-ups, and action items in Zoom, Teams, and Google Meet.
- Live AI Demonstrations: Watch AI in action as it creates personalized, guest-specific marketing content tailored to your brand.
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Mike Lannen, Eternity
Mike Lannen is the Founder of Eternity, a web design, digital marketing and AI consulting firm in Burlington, Vermont. As an Eagle Scout, Mike is wholeheartedly committed to making the web a more user-friendly space. He takes pride in building close relationships with all of his clients while keeping a watchful eye on team culture and employee satisfaction. In his downtime, Mike cherishes moments spent with his loving wife and indulging in LEGO-building adventures with his two daughters. Additionally, Mike is deeply passionate about the world of smart homes and the ever-evolving realm of artificial intelligence. |
Keynote Presentation
Vermont Department of Tourism & Marketing Update
Tuesday, April 29 | 9:00am - 9:50am
Commissioner Pelham will share the Department of Tourism and Marketing's key initiatives from the past year and strategic goals for the year ahead.
Tuesday, April 29 | 9:00am - 9:50am
Commissioner Pelham will share the Department of Tourism and Marketing's key initiatives from the past year and strategic goals for the year ahead.
Heather Pelham, Vermont Department of Tourism and Marketing
Heather Pelham has served in the role of Commissioner for the Department of Tourism and Marketing since 2019, leading the team responsible for promoting Vermont as a global travel and relocation destination, welcoming on average over 13 million visitors each year to the state and supporting an industry that brings in over $3 billion in annual economic impact. Prior to this role Pelham served as the Chief Marketing Officer for the State of Vermont for four years and continues to consult on communications strategy and marketing initiatives across the Vermont state government enterprise. Before joining state government, Pelham was the managing partner of a central Vermont advertising and design firm for 15 years and has over 25 years of experience in creative strategy, brand management and integrated marketing campaigns. |
General Session
AI in Action: Panel Discussion with Hospitality Innovators
Tuesday, April 29 | 1:30pm - 2:20pm
See firsthand how hospitality leaders are leveraging AI to revolutionize guest experiences, supercharge efficiency, and drive growth. Learn how they’re using AI to automate guest interactions, handle incoming calls, streamline operations, and boost marketing efforts. Get firsthand insights into how AI tools are improving customer satisfaction and operational efficiency. With live Q&A, this session offers a unique opportunity to engage with experts, ask questions, and explore how AI can work for your hospitality business.
Key Takeaways:
Tuesday, April 29 | 1:30pm - 2:20pm
See firsthand how hospitality leaders are leveraging AI to revolutionize guest experiences, supercharge efficiency, and drive growth. Learn how they’re using AI to automate guest interactions, handle incoming calls, streamline operations, and boost marketing efforts. Get firsthand insights into how AI tools are improving customer satisfaction and operational efficiency. With live Q&A, this session offers a unique opportunity to engage with experts, ask questions, and explore how AI can work for your hospitality business.
Key Takeaways:
- Real-World AI Applications: Learn how hospitality businesses are using AI to automate guest interactions, handle incoming calls, and streamline operations.
- Interactive Q&A: Engage with panelists, ask questions, and get actionable advice on integrating AI into your own business.
- AI for Efficiency & Growth: Walk away with actionable insights on how to seamlessly integrate AI into your business, driving real results in guest satisfaction and operational success.
MODERATOR: Mike Lannen, Founder | Eternity
Mike Lannen is the Founder of Eternity, a web, digital marketing and AI consulting firm in Burlington, Vermont. As an Eagle Scout, and viewing his AuDHD as a superpower, Mike is wholeheartedly committed to making the web a more user-friendly space. He takes pride in building close relationships with all of his clients while keeping a watchful eye on team culture and employee satisfaction. In his downtime, Mike cherishes moments spent with his loving wife and indulging in LEGO-building adventures with his two daughters. Additionally, Mike is deeply passionate about the world of smart homes and the ever-evolving realm of artificial intelligence. 
Laura Hardie, Founder | The Red Barn Writer
Laura Hardie is the founder of The Red Barn Writer, where she helps mission-driven brands grow through impactful, strategy-aligned marketing content. By connecting content to business goals, she empowers clients to focus on what they love—without second-guessing their messaging. Laura specializes in defining brand voice, messaging pillars, and selling points that help clients stand out across websites, social media, blogs, and email marketing. Her expertise spans sustainability, food and beverage, agriculture, and education. 
Bob Schwartz, Director of Marketing & Sales | von Trapp Family Lodge & Resort
Bob Schwartz is the Director of Marketing & Sales at von Trapp Family Lodge & Resort in Stowe, Vermont, where he leads a skilled sales and reservations team focused on delivering exceptional guest experiences and increasing property visibility. He manages group sales, oversees strategic marketing efforts, and handles website, video, and social media content. Bob also represents the lodge with key industry organizations and maintains strong relationships with corporate groups and tour operators. With a background in media relations, event planning, ad buying, and web design, he brings a versatile and creative approach to hospitality marketing. 
Carrie Simmons, Executive Director | Stowe Area Association
Carrie Simmons serves as the Executive Director of the Stowe Area Association, a member-based nonprofit organization committed to promoting Stowe as one of New England’s top four-season destinations. In this leadership role, she drives a comprehensive digital marketing strategy, oversees membership growth and retention, and manages both central reservations and the visitor information center. With a strong background in design, messaging, and strategic planning, Carrie is passionate about strengthening the Stowe brand and boosting overnight visitation to the region. |
Pre-Conference FAM Tour
Burlington Area Familiarization (FAM) Tour
Monday, April 28 | 2:00pm - 5:00pm
Capacity is limited; advance RSVP required.
Come join Hello Burlington for a familiarization tour of the Burlington area before the 40th Annual Vermont Tourism Summit! The tour will begin at 2:00 pm and conclude by 5:00 pm. Pick up and drop off will be at the Hotel Champlain. Stops include AO Glass Studio, Hula Lakeside, and Patrick Leahy Burlington International Airport.
Monday, April 28 | 2:00pm - 5:00pm
Capacity is limited; advance RSVP required.
Come join Hello Burlington for a familiarization tour of the Burlington area before the 40th Annual Vermont Tourism Summit! The tour will begin at 2:00 pm and conclude by 5:00 pm. Pick up and drop off will be at the Hotel Champlain. Stops include AO Glass Studio, Hula Lakeside, and Patrick Leahy Burlington International Airport.
Regions of Vermont Networking Mixer
Monday, April 28 | 5:00pm - 6:30pm
Come join us for a fun trivia night! Put your Vermont knowledge to the test with questions inspired by the state’s 14 tourism regions. There will be prizes and best of all bragging rights as the VTS Trivia Champ! Enjoy networking with friends, heavy Hors D'oeuvres, and a cash bar.
Come join us for a fun trivia night! Put your Vermont knowledge to the test with questions inspired by the state’s 14 tourism regions. There will be prizes and best of all bragging rights as the VTS Trivia Champ! Enjoy networking with friends, heavy Hors D'oeuvres, and a cash bar.
Concurrent Session Details
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Tuesday, April 29 10:05 am - 10:50 am |
Authentic Stewardship: Integrating Sustainability into Destination Marketing
Olivia Savard, Hospitality Marketing As sustainability becomes increasingly important for both tourists and locals, Vermont businesses and destinations are uniquely positioned to lead the way in responsible tourism. But how do you share a stewardship message without sounding overly preachy or inauthentic? In this session, Olivia and Marlene, co-founders of Hospitality Marketing, will share actionable strategies to integrate sustainability and stewardship messaging seamlessly into your marketing efforts. As specialists in social media and digital marketing for the tourism industry, we’ll draw from our experience to provide practical examples and insights. Drawing from our Love the Loop campaign for the Colorado Historic Hot Springs Loop—an initiative that has earned recognition at the Colorado Governor’s Tourism Conference—we’ll highlight how authentic local voices were used to promote responsible tourism while fostering genuine connections with visitors. Through this example, we’ll illustrate how Vermont businesses can leverage similar methods, using local residents to tell compelling, stewardship-centered stories that resonate with both visitors and the community. Attendees will walk away with practical tools to implement stewardship messaging that feels natural and engaging, leading to effective campaigns to foster sustainable tourism for Vermont. While the Colorado example provides inspiration and credibility, the focus will be on strategies tailored specifically to Vermont’s values, helping businesses here lead with authenticity and creativity in their sustainability initiatives. Whether you’re a hospitality business or a destination management organization, this presentation will equip you with new ways to inspire responsible tourism while maintaining an authentic connection with your audience. About the Presenter:
How International Visitation Can Work for You
Kerrie Tripp, Discover New England Unlock the potential of international tourism for your business by exploring the latest trends, visitor numbers, and key markets driving travel to Vermont and New England. Learn why this growing segment is vital to your success and how to position your business to attract and cater to overseas visitors. We will dive into actionable strategies, showing you how to collaborate with regional, state, and national partners to maximize your impact. Whether it’s forging new connections or revitalizing traditional ones, you’ll discover the best ways to work with receptive operators and international tour companies who are eager to collaborate with local businesses. This session will equip you with practical insights to leverage these partnerships and enhance your business year-round. Don't miss this opportunity to gain the tools and knowledge needed to succeed in the expanding international market. About the Presenter:
Why you should support to Tourism and those that steward it
Andreas Weissenborn, Destinations International Destinations International's recently released research study, Destination Promotion: A Catalyst for Community Vitality explores the net societal benefits of tourism and those in the community who help promote it like a destination organization. This study helps quantify the often-overlooked benefits of tourism that contribute towards community vitality such as enriching and sustaining quality of life, attracting and retaining talent, cultivating culture and community, supporting public services and growing the whole economy. About the Presenter:
Opportunities for Outdoor Career Pathways
Brian Lamoureux, Vermont Outdoor Business Alliance Meag Rinier, Old Spoke Home Vermont's outdoor recreation sector continues to drive local economies and the state's reputation as second in the nation for contributions to state GDP. With that growth comes opportunities for outdoor professionals and 77% of businesses recently reported that they plan to hire in the next 12 months. This workshop will present the content of a new Outdoor Careers Guide that describes messaging that markets the industry as holding promising career pathways for Vermonters and those attracted to the state. Panelists will share how: Corporate innovation and climate resiliency are attracting and retaining new workers and those seeking advancement; A focus on professional development in technical occupations in bike, ski, and trail is shoring up capacity and economic infrastructure in Vermont's rural and urban outdoor destinations; and, Partnerships with diversity recreation organizations are advancing equity in the workplace and leading to positive social impact outside. About the Presenters:
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Tuesday, April 29 11:05 am - 11:50 am |
Marketing Your Agritourism Destination
Kristen Carrese, Vermont Agency of Agriculture, Food & Markets Discover Vermont’s exciting new agritourism marketing campaign, designed to help boost visibility and attract more visitors to Vermont’s authentic farm and food experiences. Launched with the support of a USDA-funded Federal State Marketing Improvement Program grant, this statewide initiative offers valuable resources and strategies to elevate your agritourism business. In this session, we’ll walk you through how to tap into the campaign’s full potential, providing you with a comprehensive toolkit, including customizable Canva templates, free agritourism stock photography, and guidance on aligning your branding with the state’s efforts. You’ll also learn practical marketing strategies, such as optimizing your Google business page, leveraging social media, working with local media, and more. Leave the session equipped with the tools and insights you need to attract more visitors and grow your agritourism operation. About the Presenter:
Vermont Tourism Data: Join me on a journey into the matrix!
Maureen McCracken, State of Vermont Dept of Tourism The Vermont Department of Tourism and Marketing has access to more data, information, and analyses than ever before. We couldn’t be more excited to have so many new resources helping us to understand what is happening in Vermont tourism, and to share it with the industry. But at the same time there is a reason that Commissioner Pelham coined the phrase “getting lost in the matrix.” Answers are not always simple and often require context and triangulation of different sources of data. This session is about what the VDTM matrix looks like, answers to common questions, and how we share the data with our industry partners and the public. Questions we will address:
About the presenter:
Creative Ways To Harness the Power of Podcasting (Even If You Don’t Have One)
Danielle Desir Corbett, The Thought Card With podcasting gaining mainstream popularity, it has become a unique and powerful tool for tourism marketing. Through the art of audio storytelling, captivate potential visitors and drive awareness for your destination on a global scale for years to come. In this session, we’ll go beyond the traditional podcast interview and ads. Learn how to repurpose your existing content to maximize visibility, and discover untapped opportunities in podcasting — even if you don't have your own show. You’ll also gain valuable insights into key metrics and ROI tracking, helping you measure the true impact of your podcasting efforts. Whether you’re planning to launch your own podcast or partner with established creators, leave this session equipped with actionable strategies to boost awareness, engage new audiences, and increase tourism. About the presenter:
From Views to Visits: Video Marketing Strategies for the Tourism Industry
Amanda Grant, North Road Productions In today's competitive travel landscape, video marketing has become a powerful tool to engage potential tourists and turn online views into real-world visits. This presentation will explore actionable video marketing strategies tailored to each stage of the marketing sales funnel, helping destinations and tourism brands increase visibility, engagement, and bookings. Attendees will learn how video content resonates with diverse audiences, from awareness to decision-making, by leveraging the power of storytelling. We will also cover different styles of video that can be used in tourism marketing—from authenticity in branding to destination appeal—and how these formats can drive traffic and bookings. Learning Objectives: 1. Understand the role of video marketing at each stage of the sales funnel and how to guide potential travelers from interest to booking. 2. Learn best practices for different video formats across various platforms and styles of video relevant to tourism marketing. 3. Learn how to incorporate authentic storytelling to connect emotionally with viewers and highlight the unique aspects of a destination. About the presenter:
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Tuesday, April 29 2:30 pm - 3:15 pm |
More than ADA Approved: Becoming a Destination for Tourists with Disabilities
Dr. Kendra LaRoche, Special Needs Support Center Brands that take disability inclusion seriously will be the real winners of the future of tourism. Last year companies who leveraged their disability DEI to benchmark their inclusion efforts achieved 1.6 times more revenue, 2.6 times more net income, and 2 times more economic profit. Globally, the disability market is 15% of the population with a disposable income of more than $8 trillion. Learn more about how to become a destination for tourists with disabilities with concrete steps to take to take disability inclusion seriously. Additionally, walk away with examples of how to market your disability-inclusive brand with exemplary marketing tools. Finally, learn how the Enable the Upper Valley campaign partners with local businesses to market disability inclusion together, producing tools for tourism companies to bring disability-targeted tourism to the area. About the presenter:
Smart Marketing Moves: Navigating New Trends with Confidence
Ross Evans, Redpoint Marketing PR This session will help tourism professionals assess their marketing risk tolerance and make informed decisions on when and how to invest in emerging trends like AI, automation, or social media strategies. During this session we’ll define what a marketing risk profile is, talk about the ROI of new marketing tactics, look at some case studies for successful risk management in marketing, and discuss a simple strategy for managing marketing risk. About the presenter:
Navigating Tourism Funding: National Trends and New England's Path to Sustainability
Tiffany Gallagher, Civitas Securing stable and sufficient funding to market and manage destinations continues to be a significant challenge for many tourism communities. We will explore national trends in tourism funding, focusing on how New England compares to the broader U.S. We’ll examine the unique challenges and opportunities in the region, specifically the growing role of Tourism Improvement Districts (TIDs) as a sustainable funding source. Join the conversation on how TIDs are being implemented across New England and engage in an educational Q&A to address their questions. We will also dive into case studies from destinations that have successfully included short-term rentals in their funding models, offering practical examples of diversified revenue strategies for long-term sustainability. About the presenter:
Turn Your Guests into Your Marketing Team
Brittany Winfield, The Winfield Creative Want to turn your guests into enthusiastic promoters of your resort or inn? This presentation will show you how to leverage user-generated content (UGC) to boost your visibility and engagement on social media, saving your marketing team time and energy! You’ll walk away with: - Techniques for designing Instagrammable spaces that guests love to photograph. - Strategies for encouraging guests to tag your location and use your branded hashtags. - Tips for engaging with user-generated content to amplify your reach and build credibility. - Actionable steps to turn your guests into your resort’s most effective marketing team. Instead of coming up with all of the content yourself, let’s get your guests to do it for you! About the presenter:
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