Schedule-at-a-Glance
(See Program section for complete content details.)
JUNE 21, 2021 | Monday | 60-minute session
Destination and Product Development
9:30am Pacific Time
Prioritizing destination development can be a vital DMO function, but how do you successfully define that role with stakeholders, community partners, elected leaders and locals. Each destination has its own community growth areas, challenges, visitor experiences gaps and advocacy issues. Also, it means building a tremendous amount of trust with all partners within a destination.
June 21, 2021 | Monday | 60-minute session
The Rise of Destination Intelligence and Telling the Story
11:00am Pacific Time
It is the 'Golden Age' of data in the DMO industry. However, this bounty of insights and information has arrived at a challenging time; while the need for destination intelligence has never been greater—the budgets to invest in and sustain those resources have reached historic lows. Listen to a frank discussion on how the pandemic and societal challenges have shaped the role of destination intelligence for the DMO industry. How should DMOs tailor their approach to research and destination intelligence?
JUNE 22, 2021 | Tuesday | 90-minute session
Roundtable #1 – Future of DMOs: What Have We Learned During the Past Year?
(By respective budget group and in Zoom breakout rooms within a specific budget category)
9:30am Pacific Time | Group A – Budget Less than $1M
11:30am Pacific Time | Group B – Budget $1M to $3M
1:30pm Pacific Time | Group C – Budget More than $3M
Just a few of the questions budget groups will be discussing. How has your DMO’s role changed during the past year? How has the pandemic affected how your DMO is viewed within your community/region? Which new stakeholders did your DMO work with during the pandemic and will those ties exist after the pandemic is behind us? How have you changed your DMO’s financial reserve policies in the wake of COVID-19?
JUNE 23, 2021 | Wednesday | 60-minute session
Purposeful Travel - An Intersection of Sustainable Communities, Public/Private Partnerships and Positive Personal Impact
10:30am Pacific Time
While posing constant, numerous and continued challenges, COVID is also creating opportunities for us as destination marketers to deliver a more sustainable and purposeful traveler experience for our visitors and communities. COVID continues to fuel the desire for us all to recover our time lost, to replace a year’s worth of experiences and, for a large segment of travelers, find ways to have positive impacts on society through their travel experiences. Our panelists will share ideas and examples of how we can maximize this opportunity to not only increase visitation but also help support rebuilding and redefining what purposeful travel looks like for our communities and world.
JUNE 23, 2021 | Wednesday | 90-minute session
CEO Stories | Listen and Learn
1:00pm Pacific Time
Listen to three seasoned CEOs share their recent experiences as they assumed new positions in new destinations in different parts of the country. Learn how three highly visible and successful DMO CEOs transitioned into new positions during the COVID-19 pandemic. Audience questions welcome during the session.
June 24, 2021 | Thursday | 90-minute session
Roundtable #2 – How Will Forward-looking DMOs Operate? Staying Relevant | 90-minute session
(By respective budget group and in Zoom breakout rooms within a specific budget category)
9:30am Pacific Time | Group A – Budget Less than $1M
11:30am Pacific Time | Group B – Budget $1M to $3M
1:30pm Pacific Time | Group C – Budget More than $3M
Just a few of the questions budget groups will be discussing. What was one positive happening or learning during the COVID-19 pandemic that you will carry forward with you? How has the COVID-19 pandemic affected you as a leader? What structural changes do you envision for your organization coming out of the pandemic? What metrics are you using to measure success in the coming year and how will they differ from your typical performance measures? What role does your DMO play in your city’s or region’s economic development efforts and to what extent do you see your role expanding in the future?
JUNE 28 | Monday | 90-minute session
Roundtable #3 – How Is Incorporating Equity, Diversity and Inclusion Impacting Your DMO?
(By respective budget group and in Zoom breakout rooms within a specific budget category)
9:30am Pacific Time | Group A – Budget Less than $1M
11:30am Pacific Time | Group B – Budget $1M to $3M
3:30pm Pacific Time* | Group C – Budget More than $3M
*new start time for Group C
Just a few of the questions budget groups will be discussing. To what extent are you including EDI in your DMO’s marketing, sales and promotional programs? How can communities lacking in diversity incorporate EDI into their organizations? Who is partnering with other stakeholders in your destination to introduce the visitor industry as a possible career path to diverse students? How are you recruiting diverse board members and potential staff members? Beyond embracing racial diversity and LGBTQ+ initiatives, which unique EDI aspects do you plan to include in your programs (e.g., autism certification, accessibility throughout your destination, etc.)?