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MOF Program

2013 Marketing Outlook Forum Draft Program

Monday, October 28, 2013

1:00 - 1:30 PM Welcomes:  Sheila Flanagan, Marketing Outlook Forum Chair; Don Welsh, President and CEO, Choose Chicago
1:30 - 2:15 Economic Outlook - Focusing on Opportunity While Keeping an Eye on Risks:  Adam Sacks, President, Tourism Economics
2:15 - 3:00 More with Less - The New Consumer Value Equation & the Travel Experience:  J. Walker Smith, Executive Chairman, The Futures Company
3:00 - 3:45 Coffee Break with Exhibitors
3:45 - 5:15 NTO Roundtable - Current Strategies Relevant to Capturing Market Opportunities:  Opening Remarks:  Marlise Taylor, ttra President; Moderator:  Nan Marchand Beauvois, Senior Director, National Council, U.S. Travel Association; Chris Thompson, President & CEO, Brand USA; Michele McKenzie, CEO, Canadian Tourism Commission; Rodolfo Lopez-Negrete, CEO, Mexico Tourist Board
6:00 - 8:00 

Choose Chicago Reception - DelFrisco's 3rd Floor (Mezzanine) 

Sponsored by:  choose_chicago_4c


Tuesday, October 29, 2013

7:30 - 8:30 AM Continental Breakfast
8:30 - 10:00

Insight Into New Source Markets - the Opportunities:  Moderator:  Noel Sweeney, Managing Director, Tourism & Transport Consultants; Speakers:  Prof. Dr. Wolfgang Georg Arlt, China Outbound Tourism Research Institute (COTRI); Luiz Demoura, Managing Director, Insight Consulting via video link.  

Sponsored by:    ARISTOTLE_Logos_CMYK_stacked

10:00 -10:45 Coffee Break with Exhibitors
10:45 - 12:15 PM Concurrent Sessions:
  a.  Outlook for Leisure Travel- Out With the Old, In With the New:  Moderator: Dr. Greg Dunn, Hospitality Learning Center, Metropolitan State University;  Speakers:  Cheryl Schutz, Vice President, Account Services, D.K. Shifflet & Associates; David Redekop, Principle Associate, Canadian Tourism Research Institute at the Conference Board of Canada
  b.  Metrics that Matter - How to Measure & Achieve Them:  Moderator/Speaker:  Erin Francis-Cummings, Managing Partner, Destination Analysts;  Speakers:  Aaron Babbie, Vice President Business Development and Operations, Sparkloft Media;   Gray Lawry, Director of Media & Analytics, Miles
  c.  The Meetings Market - Bridging the Great Divide:  Moderator/Speaker:  Victoria Isley, COO, Destination Marketing Association International (DMAI) and Executive Director, Destination & Travel Foundation; Speakers:  Andrew Wilson, Senior Vice President and General Manager,, Atlanta Convention & Visitors Bureau; Doug McClain, Vice President, Tampa Bay CVB
12:30 - 1:30 Lunch
1:45 - 3:15 Concurrent Sessions:
  a.  2014 & Beyond - Outlook for Inbound US Travel:  Moderator/Speaker:  Noel Sweeney, Managing Director, Tourism & Transport Consultants; Mark Brown, Market Research Analyst, Office of Travel and Tourism Industries, U.S. Department of Commerce
  b.  Demographic Destiny:  Moderator:  Ian Henderson, Managing Partner for the UK, Tourism & Transport Consultants;  Speakers:  Luc Durand, President, IPSOS;  Bill Siegel, CEO, Longwoods International; Rick Cain, Vice President, Longwoods International
  c.  City/Destination Rethink:  Moderator:  Matt Carter, Vice President of Market Intelligence, Visit Indy; Speaker: Lee Fisher, President and CEO, CEOs for Cities 
3:15 - 4:00 Break with Exhibitors
4:00 - 5:00 FlashForward-Visions of the Future of Travel:  Rohit Talwar, CEO, Fast Future
5:00 - 6:00

Reception with Exhibitors

Sponsored by:  LongwoodsTravelUSA  2012_Enhanced_Logo


Wednesday, October 30, 2013

7:30 - 8:30 AM Continental Breakfast
8:30 - 9:30 Future of Destination Advertising - Getting the Right Mix: Moderator:  Larry Friedman, Deputy Director, Nevada Commission on Tourism;  Steve Parker, Jr., Co-Founder & Managing Partner, Levelwing; Michelle Rosenberg, Vice President Marketing Solutions, Northstar Travel Media and Sheila Mahony, Director of Brand Development, Midwest Living & Meredith Travel Marketing
9:30 - 10:15 Coffee Break with Exhibitors
10:15 - 11:45 Concurrent Sessions:
  a.  Cruising and Touring:  Moderator:  Terry Berggren, Director of Destination Marketing, Ruf Strategic Solutions; Speakers:  Lisa Simon, President, National Tour Association (NTA); Margaret Murphy, Vice President, Cruise Lines International Association (CLIA)
  b.  Outlook for Attractions:  Moderator:  Berkeley Young, President, Young Strategies; Speakers:  Jerry Henry, President and CEO of H2R Market Research; Kelly Repass, Director, Consumer Research, SeaWorld Parks & Entertainment; Troy Young, Executive Director, Attractions Ontario
  c.  Outlook for Lodging:  Moderator:  Michael Mulvey, Director of Academic Affairs, Dublin Institute of Technology;  Brittany Baldwin, Director of Business Development, STR; Cindy Estis Green, CEO, Kalibri Labs; Darla Zanini, Executive Vice President, American Resort Development Association (ARDA) International Foundation
12:00 - 12:45 PM Wrap Up:  Suzanne Cook, President, Suzanne Cook Consulting, LLC



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