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2014 MOF Program

2014 Marketing Outlook Forum Draft Program

Monday, October 20, 2014

8:30 - 11:30 AM

State/Provincial/Destination Research Directors Meeting and Breakfast  Sponsored by:  



Salon G
1:00 - 1:30 PM      Welcomes:  Sheila Flanagan, Marketing Outlook Forum Chair; William Pate, President & CEO, Atlanta CVB; Kevin Langston, Deputy Commissioner, Georgia Dept. of Economic Development, Tourism Division Ellington   A-D
1:30 - 2:15 PM

The Resurgent Travel Sector - How Long Will It Last?: Adam Sacks, President, Tourism Economics  Sponsored by:


Ellington  A-D
2:15 - 3:00 PM

The American Traveler - Emerging Lifestyles and Travel Trends:  Peter Yesawich, Vice Chairman, MMGY Global;  Sponsored by:  


Ellington  A-D
3:00 - 3:45 PM Coffee Break with Exhibitors Pre-Function Area
3:45 - 5:15 PM

What Travel Trends Might Tell Us About Future; Cheryl Schutz, Vice President, Account Services, D. K. Shifflet & Associates, Ltd., Jason Dunkel, Sales Consultant, Environics Analytics; Helena Chari, Executive Vice President, TNS North America, TNS; Luc Durand, President, Ipsos; Moderator:  Larry Friedman, Deputy Director, Nevada Commission on Tourism;  Sponsored by:


Ellington   A-D

6:00 - 8:00 PM

Atlanta CVB Opening Reception to be held at the Georgia Aquarium  Sponsored by these partners:





Tuesday, October 21, 2014

7:30 - 8:30 AM Full Breakfast Pre-Function Area
8:45 - 9:45 AM

Affluent Travelers:  How They Travel and Make Travel Decisions - Ron Kurtz, President, The American Affluence Research Center

Ellington A-D
9:45 - 10:15 AM Coffee Break with Exhibitors Pre-Function Area
10:30 AM - 12:00 PM Concurrent Sessions:  
  a.  Outlook for Air Travel - Brad DiFiore, Managing Partner, Ailevon Pacific Aviation Consulting; Gary Edwards, Managing Director, Coastal South Carolina USA; David Doty, Senior Manager of Network Planning and Performance, Southwest Airlines; Moderator: Jordan Kayloe, Diio Salon I
  b.  Destination Travel Ad Spend and Trends:  Now and Later - Moderator:  Vickie Singer, Senior Vice President, Marketing and Communications, DMAI; Tamara Pigott, Executive Director, Lee County Visitor & Convention Bureau;  Ryan Bifulco, Founder & CEO, Travel Spike Salon GH

c.  Outlook for Millennials and Boomers as TravelersSteve Walker, President and CEO, Walker Research; Moderator:  Esra Calvert, Director, Virginia Tourism Corporation;  Sponsored by:


Salon EF
12:00 - 1:00 PM

MMGY Networking Lunch  Sponsored by:


Ellington A-D
1:15 - 2:45 PM Concurrent Sessions:  

a.  Outlook for Lodging AccommodationsBrittany Baldwin, Director of Business Development, Destinations, STR;  Visit Philly; Jack Ferguson, President, Philadelphia Convention and Visitors Bureau; Jonathan Jaeger, Managing Director, LW Hospitality Advisors; Moderator:  Aaron Babbie, Vice President, Business Development & Operations, Sparkloft Media; Sponsored by:                                          


Salon I
  b.  Beyond a Trend:  Wellness Travel & the Work/Life BalanceNan Marchand Beauvois, Senior Director National Councils & General Manager ESTO, U.S. Travel Association; Anne Marie Moebes, Executive Vice President, Well-Being Travel; Moderator:  Greg DunnSenior Lecturer & Managing Director, Friedheim Tourism Institute, University of Florida   Salon GH
  c.  Outlook for Leisure Travel & Attractions:  Joni Newkirk, CEO, Integrated Insight; Carroll Rheem, VP Research & Analytics, Brand USA; Moderator:  Will Ramsey, Vice President, Sales, Georgia Aquarium  Salon EF
2:45 - 3:30 PM Break with Exhibitors Pre-Function Area
3:45 - 5:00 PM

Tourism Planning & Community Quality of Place -  Paul Vallee, Executive Vice President, Tourism Vancouver; Lee Fisher, President & CEO, CEO's for Cities; Moderator:  Matt Carter, Vice President, Market Intelligence, Visit Indy  Sponsored by:


Ellington A-D
5:00 - 6:30 PM

Reception with Exhibitors - Sponsored by:


Pre-Function Area


Wednesday, October 22, 2014

7:00 - 8:00 AM Full Breakfast Pre-Function Area
8:00 - 9:00 AM Iconic Brands and Attractions:  Bill McElhaney, Director, CNN Inside Studio Tour & Store; Karen Brunke, Director of Marketing, World of Coca-Cola; Moderator:  Katie Ozdemir, Director, Universal Orlando Ellington A-D
9:00 - 9:30 AM Coffee Break with Exhibitors Pre-Function Area
9:45 - 11:15 AM Concurrent Sessions:  
  a.  Outlook for Business and Meetings-Related Travel Ken McGill, Chief Economist,  GBTA; Brittany Baldwin, Director of Business Development, STR; Michael Dominguez, Senior Vice President Corporate Hotel Sales for MGM Resorts and Chairman of Meeting Professionals International (MPI); Moderator:  Jerry Henry, President & CEO, H2R Market Research Salon I
  b.  The International Marketplace - What's Happening?; Rolf Freitag, President, IPK; Mark Brown, Market Research Analyst, Office of Travel and Tourism Industries, U.S. Dept. of Commerce; John Chandler, Director, Visa, Inc.; Moderator:  Noel Sweeney, Managing Director, Tourism and Transport Consult International Salon GH
11:30 AM - 12:15 PM

Heads Up! Market Outlook- Moderator: Berkeley Young, President, Young Strategies, Inc., Sponsored by:  


Ellington A-D
12:15 - 1:00 PM 2014 Marketing Outlook Forum Wrap Up:  Suzanne Cook, President, Suzanne Cook Consulting, LLC Ellington A-D



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