ESTO 2014 Schedule (updated 08/23/2014)

SATURDAY, AUGUST 23 10:00 a.m.-2:00 p.m. Destinations Council BOD Meeting and Lunch

SKYBOX/FILLY, THOROGHBRED The business meeting of the Destinations Council Board of Directors is a time for members to review programs and services, discuss strategy and connect on critical policy issues.

Destinations Council Board members only

Lunch sponsored by Sojern 11:00 a.m.-2:00 p.m. NCSTD Annual Meeting, Lunch and Open Forum KENTUCKY BALLROOM FG

The business meeting of the National Council of State Tourism Directors is a time for members to review programs and services, discuss strategy and connect on critical policy issues.

NCSTD members only Lunch sponsored by Sojern Noon-5:00 p.m. Registration MARRIOTT BALLROOM FOYER Sponsored by Longwoods International Noon-5:00 p.m. Destination Information and Dining Reservations Desks MARRIOTT BALLROOM FOYER

2:00-5:00 p.m. Expedia Learning Lab KENTUCKY BALLROOM A-E

ESTO is thrilled to have Expedia Media Solutions, one of the

world’s largest online travel companies, participate as this year's

ESTO Education Partner and Learning Lab host.

This dynamic program will commence with The Traveler’s Path

to Purchase—a study commissioned by Expedia Media

Solutions and conducted by Compete/Millward Brown. The study

examines consumer behavior in the United States and the U.K.

during the 45-day period leading up to a vacation package

booking, and provides comparisons of booking patterns for both

foreign and domestic travel shoppers. In this forum, destination

marketers can explore and challenge the role that online travel

agencies play in the booking process and how they align in your

marketing strategies.

This research will lead us into an excellent chance to explore a

variety of new opportunities, innovative solutions and creative

executions to attract and engage travel consumers.

Representatives from top DMOs and agencies will take you

through a series of interesting case studies highlighting novel

approaches and successful collaborations.

The day will cap off with a lively panel discussion in which we’ll

hear top destination marketers and agency representatives

discuss best practices, marketing challenges, strategies and

executions. Find out what other DMOs have learned and how

you can strengthen your strategies.

Spaces are limited.

SUNDAY, AUGUST 24 9:00 a.m.-6:00 p.m. Registration MARRIOTT BALLROOM FOYER Sponsored by Longwoods International 9:00 a.m.-6:00 p.m. Destination Information and Dining Reservations Desks MARRIOTT BALLROOM FOYER 9:30-10:00 a.m. Destinations Council Annual Meeting

KENTUCKY BALLROOM E During the Destinations Council Annual meeting, members receive updates on Council programs and new initiatives.

U.S. Travel Destination Marketing Organization members only

10:00-11:30 a.m. Destinations Council Ideas and Inspiration KENTUCKY BALLROOM E

The ever-popular sharing session where best practices are exchanged and the most knowledgeable experts in the industry connect. Don’t miss this session during which we will brainstorm ideas on the two following topics:

DMO product development success stories; and

How do you define destination management at your DMO?

We will then move into the much anticipated rapid-fire round. By the end of the 90-minute session, you will walk away with new ideas to put into practice in your own destination. This is a time to relax, have fun with colleagues, and find renewed inspiration from sharing challenges faced and solutions found. Be ready to share examples of both hits and misses with the group while enjoying a mint julep to get those creative juices flowing. Sponsored by Twitter

10:00-11:30 a.m. NCSTD Open Forum FILLY, THOROUGHBRED NCSTD members only 11:30 a.m.-12:20 p.m. Newbies Orientation Lunch

KENTUCKY BALLROOM A-D ESTO rolls out the welcome mat for first-timers. Meet other "newbies," get the inside scoop on how to make the most of your ESTO experience and have some fun! Sponsored by Schneider Publishing

12:30-3:30 p.m. Professional Development Network (PDN) Sessions

Join your fellow colleagues and industry professionals for an open exchange on best practices, new trends, critical topics, current issues and more. PDN attendees are invited to enjoy refreshments throughout the duration of the PDN sessions at the Refreshment Station. Sponsored by Orbitz Worldwide Important: Due to the size and nature of the Marketing and Advertising and Public Relations PDNs, these sessions are split into two groups: one for state tourism office representatives (labeled “States”) and one for representatives from urban, regional and local destination marketing organization/CVBs (labeled “DMOs/CVBs”).

Marketing and Advertising – States KENTUCKY INTERNATIONAL CONVENTION CENTER – ROOM

104

Marketing and Advertising – DMOs/CVBs KENTUCKY INTERNATIONAL CONVENTION CENTER – ROOM

101

Public Relations – States KENTUCKY INTERNATIONAL CONVENTION CENTER – ROOM

106/107

Public Relations – DMOs/CVBs KENTUCKY INTERNATIONAL CONVENTION CENTER – ROOM

108

Domestic and International Travel Trade KENTUCKY INTERNATIONAL CONVENTION CENTER – ROOM

105

Travel Information, Visitor and Welcome Centers KENTUCKY INTERNATIONAL CONVENTION CENTER – ROOM

102/103

Research/Insights KENTUCKY INTERNATIONAL CONVENTION CENTER – ROOM

115 12:30-3:30 p.m. STAN Meeting KENTUCKY INTERNATIONAL CONVENTION CENTER – ROOM 116

The STAN meeting at ESTO is the only forum for state TIA's to network and learn from colleagues who encounter similar challenges in dealing with state legislatures and congressional delegations. It is a valuable opportunity to pick up new methods and techniques for strengthening the travel industry in your state, as well as to network with your peers.

By invitation

3:30-4:00 p.m. Refreshment Break MARRIOTT BALLROOM FOYER 4:00-5:00 p.m. Making the Play for Travel Effect MARRIOTT BALLROOM

The always-on, 24/7 American work culture is taking a heavy toll—leading to an average of 3.2 days of wasted time off per worker. To address this, the U.S. Travel Association launched the Travel Effect initiative to prove the personal, business, social and economic benefits that taking earned time off can deliver. We aim to shift culture so that using personal time off is not considered frivolous, but essential to strengthening families and improving personal health; a business investment with proven returns and an economic necessity. The team will provide an overview of new “Overwhelmed America” research on why Americans aren’t taking their time off. They will also introduce the new Travel Effect playbook, designed to help DMOs move the initiative down the field and into the end zone and give destination MVPs an opportunity to share their Travel Effect victories. Sponsored by Georama

6:00-7:30 p.m. Opening Event Kentucky Derby Museum

And they’re off! Gallop to the place dedicated to "The Greatest Two Minutes in Sports™." The opening night reception will be at the Kentucky Derby Museum located right next to the legendary Churchill Downs. Get your heart racing while watching the 360-degree high definition multimedia show that takes a look at the "The Run for the Roses" as well as the buzz it brings to the city of Louisville. See the crazy collection of hats and outfits that celebrities have worn to the race and take a picture with a replica of this year’s winner, California Chrome. You’ll get the unique opportunity to see all four triple-crown trophies in one place and visit an actual thoroughbred. Learn how to place a bet or even call a race yourself. The second floor of the museum takes a deeper look at the horses and the men and women who train, ride and care for them behind the scenes. You’ll see why the Kentucky Derby is not just a race; it is a sure bet. Attendees will also have the opportunity to take a guided walking tour of historic Churchill Downs to learn about past Derby winners and the rich history of this legendary track. The tour includes the paddock, the grandstand and even a visit with the resident horse and his miniature horse sidekick, Winston. The NCC Media Kentucky Derby Hat Contest Remember to bring your best Kentucky Derby-style hat to wear on Sunday, August 24, during the opening night event, for a chance to win an iPad.

Be creative! Make sure to wear a hat that is notable or unusual in some way, and snap a selfie with it at the museum. Tweet the picture with #NCCDerbyHat, and the winner will be announced on Monday, August 25, during the Opening Remarks. Oh, and y’all spread the word—the more hats the better! Sponsored by NCC Media Evening enhancements brought to you by Louisville Convention and Visitors Bureau Transportation sponsored by STR

MONDAY, AUGUST 25 – Destination Day! 7:30 a.m.-5:30 p.m. Registration MARRIOTT BALLROOM FOYER Sponsored by Longwoods International 7:30 a.m.-5:30 p.m. Destination Information and Dining Reservations Desks MARRIOTT BALLROOM FOYER 7:45-8:30 a.m. Networking Breakfast MARRIOTT BALLROOM FOYER AND BALLROOM Sponsored by Travelzoo 8:45-9:30 a.m. Opening Remarks MARRIOTT BALLROOM 9:30-10:30 a.m. Keynote Session The New Look of "Less"

How Consumers are Redefining "Less" and What That Means for the U.S. Travel Industry

MARRIOTT BALLROOM After years of feeling like they were in the midst of a free fall, many consumers today have found a foothold. Feeling a greater sense of resilience, security and control than at any time since the Great Recession first struck, a majority of consumers are thinking beyond their immediate needs once again. Yet, this new phase of the economic recovery will be informed by the lessons learned during these past five years. Consumers have redefined the notion of “less” and are increasingly opting for its simpler, lighter, looser and lower-key qualities. As this slimmed down future unfolds, the challenge for the travel industry (and its marketers) is to adjust to the new realities and take advantage of the opportunities to be found in a consumer context where spending decisions will be more focused. "Disownership" will be

more preferred, information intake will be more streamlined and connections will be more intimate. Speaker: Justin Laborde, Senior Consultant, The Futures Company

10:30-10:50 a.m. Networking Break MARRIOTT BALLROOM FOYER Sponsored by MMGY Global 10:50-11:50 a.m. Concurrent Sessions

Having Faith in the Facts: An Honest Conversation about Travel Marketing Measurement Strategies KENTUCKY BALLROOM A-D Note: this session repeats on Tuesday, August 26, from 3:00-4:00 p.m. Proper measurement and accountability is imperative to success, regardless of industry. Equally salient is the challenge of knowing how to use this valuable information to make intelligent business decisions. Nearly 60 percent of DMOs are not basing their marketing budget on any ROI measures, and 28 percent are still making decisions based upon gut instinct. This won’t be your typical presentation. Join us for a critical

conversation that will feature thought-provoking dialogue

surrounding measurement, success and accountability.

Session Takeaways:

Understanding the meaning behind measurement;

Learning strategies to measure online and offline initiatives through any channel; and

Using insights gained from digital measurement to enact operational change across all business units.

Shark Tank: An ESTO Feeding Frenzy

Kentucky Ballroom E Ever wish you had the guts, creativity, budget or lack of politics to get a great idea pushed through? Come see three different destination marketing ideas pitched to the DMO “sharks” for their vote of approval. The voting sharks are made up of DMO officers from around the country. The ideas will be presented by other destinations with the help of MMGY Global’s creative and media team. They have 10 minutes to make their case and either be spared or eaten by the sharks! Will their ideas come to life? Session Takeaways:

Attendees will gain a better understanding of how new ideas, however outlandish, can be presented;

Stories and ideas will develop from those that can tell them.

International Travelers are Coming…Are You Ready? KENTUCKY BALLROOM FG Some United States destinations are top of mind for international visitors. Others, not so much. This session is designed to determine your international market potential, how best to actualize that potential and ultimately, find out what success can look like. Just as there is great potential for many destinations to attract international visitors, there are also many challenges to be addressed. This session will present objective and insightful information as to what the challenges are and will offer the best strategies and tactics for overcoming them. Perspectives from international travelers and the trade, current trends, the critical relationship between receptive tour operators and their client hotels and attractions will be covered. Ask questions prior to, during and after the session on Twitter with #estoReady. Session Takeaways:

Advice for assessing your destination’s potential for gaining international visitors;

Identification of key issues and trends in attracting international visitors; and

Understand key relationships including in-country representation and receptive tour operators.

Noon-1:30 p.m. Destination Day Lunch and Brand USA Update MARRIOTT BALLROOM Sponsored by Meredith Travel Marketing 1:45-2:45 p.m. General Session

Leverage the Science of Relationships to Drive Visitation to Your Destination

MARRIOTT BALLROOM Today’s self-educating buyers are skipping your vacation and meeting planner guides. Instead, they are conducting their pre-purchase research online. There, hiding behind the anonymity of a Google search, or freely available digital content, they make buying decisions the way humans have always preferred—without relentless advertising or persistent sales people.

But what would seem like a negative is actually a huge opportunity for well-prepared destinations. In this general session, Tom Martin will show you how to leverage the power of Propinquity and digital marketing tools to help your destination to not only overcome, but thrive, in this new reality. He will share a proven strategic and tactical framework that your destination can deploy immediately to help you capture these invisible digital buyers and drive them to your destination.

Speaker: Tom Martin, Founder, Converse Digital and Author, “The Invisible Sale”

Sponsored by Simpleview 2:45-3:15 p.m. Networking Break MARRIOTT BALLROOM FOYER Sponsored by Travel Channel 3:15-4:45 p.m. Concurrent Sessions Sponsored by Travel Channel

Strength in Numbers KENTUCKY BALLROOM A-D Note: this session is 60 minutes in duration and concludes at 4:15 p.m.; this session repeats on Tuesday, August 26, from 10:20-11:20 a.m.

You voted, and U.S. Travel listened! The results from the real-time poll done at the U.S. Travel Research Update session during ESTO 2013 were clear, and the two studies–the mobile study, for which findings will be presented in this session, and the study on changing demographics in travel–are underway. Join David Huether, senior vice president of research, and Jamie Faulkner, director of research products, for an interactive session where you will have the opportunity once again to cast your vote to influence two of U.S. Travel’s future products. In addition, learn more about existing reports and tools that can help you prove the value and relevance of travel and increase business for your destination. Session Takeaways:

Uncover key findings from the recent mobile study of how travelers are interacting with their mobile devices when making travel planning decisions and while in destination;

Discover updated and enhanced Interactive Travel Analytics product; and

Understand new monthly travel indicator data measuring travel content for the U.S., for both domestic and international visitors.

Conquering the Content King and Distribution Queen: Information Strategy and Management in Today’s Digital World KENTUCKY BALLROOM E Note: this session repeats on Tuesday, August 26, from 3:00-4:30 p.m. Now, more than ever, marketing communications channels are requiring content, but DMOs are not always staffed to meet the needs. Panelists that are in the trenches will reveal how they’ve survived (and prospered) with digital content demands. Strategy, management tools, curation, repurposing, distribution and success metrics will be covered by DMOs of all sizes. From the initial idea, all the way to the board room report, you’ll learn the best ways to wrap your arms around this “King” we call content. Ask questions prior to, during and after the session on Twitter with #estoKQ. Session Takeaways:

Case studies of successful content marketing programs;

Tools that work for managing content;

Metrics and analytics to track success of programs;

Tactics for gathering digital assets with little or no investment; and

Resources on how DMOs set up their staff in this area.

Starving for Stories: Shifting from Ads to Content KENTUCKY BALLROOM FG Note: this session repeats on Tuesday, August 26, from 10:20-11:50 a.m. Travelers today are hungry for stories, a fact made evident by the massive amount of content consumed on a daily basis. At the same time, the new digital canvas has blown open the ability to expand upon traditional creative spots to truly engage consumers with extensive digital narratives. In this session, we will explore how the Internet has changed storytelling through four core principles and a variety of creative brand examples as well as provide a framework for how destinations can plan their content generation strategy on YouTube. The session will include ideas to bring this plan to life for both the large and small destination as well as include a case study on how one destination transitioned from advertising to engagement. Session Takeaways:

Market beyond the 30-second spot to become content creators by inspiring, educating and entertaining;

Content production should include hero, hub and hygiene video assets; and

Curate, collaborate and create to incorporate alternative narrative perspectives and reduce the work.

Building Communities via Paid, Owned and Earned Media: Learn What Simon Says! BLUEGRASS 1-2 Note: this session is 60 minutes in duration and concludes at 4:45 p.m. During this session, Simon will use “real life” examples of content that works--from both inside and outside the tourism industry. In the process, Simon will show how important it is to create a platform that aligns the needs of the brand, its business objectives and the information needs of the audience. Then, he’ll show how to bring that platform to life through examples of brand narratives that weave through audience journeys in the travel, entertainment and other categories to create buzz before, during and after an event, and how this is supremely relevant to travel destinations. This will focus particularly on how to start conversations using paid media and then engage a community of influencers and followers with content that is shared, and continues to reach a deeper and wider audience, long after the media budget has been spent. Finally, he’ll walk through the optimal ways to create always-on content for communities and how to analyze, optimize and measure the results–this last part is especially relevant as audiences are much harder to reach through traditional channels. Session Takeaways:

Finding the intersection between your brand needs and the audience needs;

Creating content that is optimized for sharing; and

Engaging influencers to extend the reach of any campaign way beyond your media spend.

5:30-6:30 p.m. Wine and Cheese Reception CHAMPIONS SPORTS BAR

Start your evening off with fellow colleagues for a drink and light hors d’oeuvres. This is a great opportunity to network, meet new ESTO attendees and catch up with long-time ESTO friends.

Evening Open evening to explore Louisville

TUESDAY, AUGUST 26 8:00 a.m.-2:00 p.m. Registration MARRIOTT BALLROOM FOYER Sponsored by Longwoods International 8:00 a.m.-2:00 p.m. Destination Information and Dining Reservations Desks MARRIOTT BALLROOM FOYER 8:00-8:45 a.m. Breakfast MARRIOTT BALLROOM FOYER AND BALLROOM

Enjoy breakfast with your colleagues during which the winner of the ESTO Road Trip will be announced.

Sponsored by TripAdvisor 9:00-10:00 a.m. General Session

The Happiness Advantage: Linking Positive Brains to Performance MARRIOTT BALLROOM Most companies and schools follow this formula: If you work harder, you will be more successful, and then you will be happy. This formula is scientifically backward. A decade of research shows that training your brain to be positive at work, actually fuels greater success. In fact, 75 percent of our job success is predicted not by intelligence, but by optimism, social support network and the ability to manage energy and stress in a positive way. By researching top performers at Harvard, the world’s largest banks, and Fortune 500 companies, Shawn discovered patterns which create a happiness advantage for positive outliers—the highest performers at the company. Based on his new book, “The Happiness Advantage” (September 2010 from Random House), Shawn explains what positive psychology is, how much we can change and practical applications for reaping the “happiness advantage” in the midst of change and challenge.

Speaker: Shawn Achor, Founder GoodThinkInc. and Author, “The Happiness Advantage” and “Before Happiness”

Sponsored by Travel Spike 10:00-10:20 a.m. Networking Break MARRIOTT BALLROOM FOYER Sponsored by BlueBridge Digital

10:20-11:50 a.m. Concurrent Sessions

Strength in Numbers KENTUCKY A-D Note: this session is 60 minutes in duration and concludes at 11:20 a.m. You voted, and U.S. Travel listened! The results from the real-time poll done at the U.S. Travel Research Update session during ESTO 2013 were clear, and the two studies-the mobile study, for which findings will be presented in this session, and the study on changing demographics in travel-are underway. Join David Huether, senior vice president of research, and Jamie Faulkner, director of research products, for an interactive session where you will have the opportunity once again to cast your vote to influence two of U.S. Travel’s future products. In addition, learn more about existing reports and tools that can help you prove the value and relevance of travel and increase business for your destination. Session Takeaways:

Uncover key findings from the recent mobile study of how travelers are interacting with their mobile devices when making travel planning decisions and while in destination;

Discover updated and enhanced Interactive Travel Analytics product; and

Understand new monthly travel indicator data measuring travel content for the U.S., for both domestic and international visitors.

Sponsored by Georama The Great ESTO Debates! Let's Get Ready to Rumble. KENTUCKY BALLROOM E It's better to debate a question without settling it, than to settle a question without debating it. We all love a good argument, don't we? Let's bring those late night bar discussions into the classroom. DMO colleagues will face off on some of the hottest topics within the industry in a lively debate. Each debater is assigned a pro or con position and is responsible for making the best case for their position, regardless of their personal opinions. Following rebuttals, attendees will get in on the action by sharing their own viewpoints and determining the winning argument. The audience will then vote on the winner. Session Takeaway:

Attendees will have the opportunity to be a "fly on the wall" and hear the true argument on relevant issues they face daily.

Starving for Stories: Shifting from Ads to Content KENTUCKY BALLROOM FG Travelers today are hungry for stories, a fact made evident by the massive amount of content consumed on a daily basis. At the same time, the new digital canvas has blown open the ability to expand upon traditional creative spots to truly engage consumers with extensive digital narratives. In this session, we will explore how the Internet has changed storytelling through four core principles and a variety of creative brand examples as well as provide a framework for how destinations can plan their content generation strategy on YouTube. The session will include ideas to bring this plan to life for both the large and small destination as well as include a case study on how one destination transitioned from advertising to engagement. Session Takeaways:

Market beyond the 30-second spot to become content creators by inspiring, educating and entertaining;

Content production should include hero, hub and hygiene video assets; and

Curate, collaborate and create to incorporate alternative narrative perspectives and reduce the work.

Does Your Destination Need New, Stable Marketing Funding? Come to this Session! BLUEGRASS 1-2 Note: this session is 60 minutes in duration and concludes at 11:20 a.m. In 1989, a destination marketing financing revolution began when West Hollywood, California became the first city to create a tourism improvement district (TID). West Hollywood was a trendsetter, and the phenomenon has been spreading like wildfire across the United States. Bureaus that want to increase marketing, sales and events are turning to tourism districts to fund those programs. There are now 114 districts scattered across eight states–and more are created every year. Collectively, these districts raise more than $215 million for destination marketing each year—and that number is constantly growing. With ROI reportedly between 3:1-to-20:1, it’s no wonder TIDs are the future of destination marketing funding. Does your state law allow for TIDs? Come learn more about tourism district laws across the nation and how you can benefit from this growing phenomenon. Session Takeaways:

Learn about the form of current law;

See what similar states have done; and

Listen to ways a TID can be formed in your state. Noon-1:15 p.m. Networking Lunch MARRIOTT BALLROOM

Sponsored by Travel + Leisure

1:30-2:30 p.m. General Session Building Tattoo-Worthy Customer Relationships MARRIOTT BALLROOM

We’re not wired to be loyal to products or services, no matter how well they perform. We’re only capable of being devoted to people and well-managed brands that successfully humanize their presence and create emotional resonance with us. It’s time for your customers to evolve from folks who buy from you, to loyal friends who recommend your brand without being asked; going from superficial to meaningfully permanent. Customers come and go, but loyalists, like Harley-Davidson tattoos, become part of you and never leave. Building tattoo-worthy customer relationships isn’t the marketing department’s job; it’s yours. This is how it’s done.

Speaker: Ken Schmidt, Brand Visionary and Former Director of Communications Strategy for Harley-Davidson Motor Company

Sponsored by TravMedia

2:30-3:00 p.m. Networking Break MARRIOTT BALLROOM FOYER Sponsored by Arrivalist 3:00-4:30 p.m. Concurrent Sessions

Having Faith in the Facts: An Honest Conversation about Travel Marketing Measurement Strategies KENTUCKY BALLROOM A-D Note: this session is 60 minutes in duration and concludes at 4:00 p.m.

Proper measurement and accountability is imperative to

success, regardless of industry. Equally salient is the challenge

of knowing how to use this valuable information to make

intelligent business decisions. Nearly 60 percent of DMOs are

not basing their marketing budget on any ROI measures, and 28

percent are still making decisions based upon gut instinct.

This won’t be your typical presentation. Join us for a critical

conversation that will feature thought-provoking dialogue

surrounding measurement, success and accountability.

Session Takeaways:

Understanding the meaning behind measurement;

Learning strategies to measure online and offline initiatives through any channel; and

Using insights gained from digital measurement to enact operational change across all business units.

Conquering the Content King and Distribution Queen: Information Strategy and Management in Today’s Digital World KENTUCKY BALLROOM E Now, more than ever, marketing communications channels are requiring content, but DMOs are not always staffed to meet the needs. Panelists that are in the trenches will reveal how they’ve survived (and prospered) with digital content demands. Strategy, management tools, curation, repurposing, distribution and success metrics will be covered by DMOs of all sizes. From the initial idea, all the way to the board room report, you’ll learn the best ways to wrap your arms around this “King” we call content. Ask questions prior to, during and after the session on Twitter with #estoKQ. Session Takeaways:

Case studies of successful content marketing programs;

Tools that work for managing content;

Metrics and analytics to track success of programs;

Tactics for gathering digital assets with little or no investment; and

Resources on how DMOs set up their staff in this area.

Air Service Development: An Untapped Resource

KENTUCKY BALLROOM FG

Are there opportunities for your destination to increase visitation

or reach untapped markets through expanded air service? Are

DMOs using all the tools at their disposal when it comes to air

service development? Let’s find out. During this panel, we’ll

select two DMOs from the audience and run through a real-time

data analysis of their untapped air service development

opportunities. We’ll use these case studies to highlight a step-by-

step process for how your DMO can put more “heads in beds” by

leading your community’s air service development efforts.

BACKGROUND: Air service development (or ASD) is rapidly

becoming an essential tool to effectively tap new growth markets

and align marketing resources behind shared goals.

Communities find themselves vying intensely with other

coalitions for the airlines’ limited resources. Today, airports of all

sizes understand the need to proactively communicate with

airlines in efforts to attract new flights and maintain existing

service. In fact, airports often lead a community’s air service

development efforts; however, there is a strong case that DMOs

can play a leading role. Find out how DMOs can create and

implement successful air service development strategies.

Session Takeaways:

How DMOs can play a leading role in areas of air service

development and retention including:

o New service prioritization plans;

o Community coalition strategies;

o International market size creation; and

o New route economic impact analyses.

6:30-7:30 p.m. Closing Reception

Finish Line

MARRIOTT BALLROOM FOYER Bourbon is one of the many facets of Kentucky’s Unbridled Spirit. Some would even say it fuels much of that spirit! As ESTO 2014 nears the finish line, sample some of Kentucky’s finest bourbon presented by four world-renowned distilleries: Brown-Foreman, Buffalo Trace, Heaven Hill and Jim Beam. Sponsored by the Kentucky Department of Travel and Tourism

7:30-9:30 p.m. Awards Dinner and Presentations Winner’s Circle

MARRIOTT BALLROOM Experience the excitement of the Kentucky Derby, the greatest

two minutes in sports. You can cheer your horse all the way to

the winner’s circle, and walk away with prizes during the taped

racing broadcast during the evening’s program. However, the

night’s biggest winners will be the recipients of ESTO’s

prestigious Mercury and Destiny Awards. Wear your best Derby

outfits (business casual is also acceptable). Appropriate Derby

headwear will be provided!

Program and staging brought to you by the Kentucky Department of Travel and Tourism

Sponsored by Miles and the Kentucky Department of Travel and

Tourism