Register

2014 South Dakota Governor's Conference Tourism

January 22-23, 2014

Pierre, South Dakota

2014 Governor's Conference on Tourism Evaluation
We're so glad so many of you could join us for the 2014 conference!
We hope you found the networking, learning and, yes, laughing, all to be worthwhile.
(Mark your calendars now for the 2015 conference, January 21-22.)

 

Why Travel Matters to South Dakota

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  • Roger Dow

    U.S. Travel Association

    Roger is the President and CEO of the U.S. Travel Association, the national umbrella organization representing all segments of the U.S. Travel and Tourism Industry. He has served in this position since 2005. Roger will help kick-off the conference and deliver opening remarks on Wednesday. More on U.S. Travel Association

    Roger Dow

    U.S. Travel Association

  • Rick Barrera

    Overpromise, Inc.

    Overpromise and Overdeliver is all about creating extraordinary customer experiences. Rick will highlight top-notch brands and destinations that use this approach successfully and explore destinations that he believes are using “passionate exaggeration” to their benefit. Attendees will learn that alignment is the key to ensuring their brand message is being delivered efficiently. Watch him in action.

    Rick Barrera

    Overpromise, Inc.

  • Scott Stratten

    UnMarketing

    This keynote address, The Business of Awesome, will cover key business concepts related to marketing, branding, public relations, social media, human resources and customer service. Scott feels that it’s about the authentic touch, and the ability to connect technology with engagement to the level of Awesome. Watch him in action.

    Scott Stratten

    UnMarketing

  • Crystal Washington

    Black-Market Exchange

    Social media is the most efficient referral engine in existence. Crystal will decode the key to determining which networks work best for the tourism industry in this session focused on the Art of Viral Social Media in Tourism. Attendees will discover innovative ways to leverage the power of word-of-mouth marketing via social networks. Watch her in action.

    Crystal Washington

    Black-Market Exchange

  • Clayton Reid

    MMGY Global

    The fourth edition of the Portrait of American Travelers™ reflects the lifestyles and travel behavior of roughly 57 million American households who accounted for nearly $240 billion in U.S. travel spending. Clayton, a destination marketer with more than 20 years of experience, will share what influences travel behavior, consumer planning and purchasing, and how visitors share travel experiences.

    Clayton Reid

    MMGY Global

  • Barb Sanfilippo

    High Definition People®

    Just like Olympic coaches are committed to helping an athlete win a gold medal, you can make a difference in the performance of your team. Barb will share proven and fun ideas you can use immediately to engage your employees, encourage participation, measure service, and improve teamwork. Imagine having your staff delivering exceptional customer service all the time, every time. Watch her in action.

    Barb Sanfilippo

    High Definition People®

  • Jeff Tobe

    Professional Speaker

    In today’s marketplace you must be creative and innovative to stay ahead of the trends. Jeff’s Coloring Outside the Lines session helps participants effectively use their innate creativity to benefit both their professional and personal lives. He will provide real “tools” to succeed in creative thinking. Watch him in action

    Jeff Tobe

    Professional Speaker

  • Cheryl Cran

    Evolutionary Business Solutions

    We all know we have a diverse employee and customer base that we manage on a daily basis. Cheryl will equip attendees with skills that will enable them to better serve, communicate, lead, and sell to multiple generations. After Cheryl’s session, attendees will be able to adapt their approach to see positive results. Watch her in action

    Cheryl Cran

    Evolutionary Business Solutions

  • Marketing Team

    Tourism / MMGY / L&S

    Dive in deep with the team from the South Dakota Department of Tourism, Lawrence & Schiller and MMGY Global to discover the details on South Dakota Tourism’s marketing efforts. The team will discuss market placements, creative, digital strategy, and research used to make marketing decisions.

    Marketing Team

    Tourism / MMGY / L&S

Tuesday, January 21, 2014

Jump to Day 2
4:00pm - 7:00pm
Registration

Location: Ramkota Lobby

Wednesday, January 22, 2014

Jump to Day 3
8:00am - 5:00pm
Registration

Location: Ramkota Lobby

Wednesday Dress Code: Business Logo Apparel Day

9:00am - 6:00pm
Internet Lounge

Stop in to check email, catch up on work, and update your social media sites. 

9:30am - 11:00am
Industry Round Tables

Gather together around several tables to discuss topics that are of interest to South Dakota’s visitor industry. Topics will include agri-tourism, social media best practices, tribal tourism, outdoor adventure, small town events, and cultural tourism. Participants can plan to sit a two of the six table topics during the allotted time.

10:00am - 11:00am
Get in Touch with Brand USA

     PDF of Brand USA presentation (5.52 MB)

Brand USA is the destination marketing organization for the United States. Hear the latest news, updates, marketing tactics, and partnership opportunities from Amir Eylon, Vice President of Partnership Development & Services for Brand USA, who will be joining us at the conference. Amir joined Brand USA in June 2011, and is responsible for developing partnerships and relationships with destination marketing organizations, CVBs, and travel brands. Amir will highlight opportunities for those interested in the international market, regardless of their budget or size.

11:15am - 12:15pm
Regional Tourism Year in Review

Join the four regional tourism directors as they host this session to recap 2013 and discuss the benefits of belonging to an association and the marketing opportunities they offer their members. 

12:30pm - 1:30pm
VIA Luncheon

Note: Luncheon Tickets are not included in the conference registration fee. Pre-registration cost is $15 per person, if postmarked by January 17. On-site cost is $20 per person. All proceeds from this fund-raising luncheon go to the Visitor Industry Alliance. Luncheon speaker will be announced at a later date.

2:00pm - 4:00pm
Opening Remarks & Wednesday Keynote Address

OPENING REMARKS           
We proudly welcome special guest Roger Dow, President and CEO of the U.S. Travel Association, to South Dakota! Roger will greet the crowd for opening remarks as we officially kick-off the 2014 Governor’s Conference on Tourism.

KEYNOTE ADDRESS
Overpromise and Overdeliver – Rick Barrera
How can you hook visitors with a positive “overpromise” to get them in the door? The key is being able to continuously “overdeliver” to them. Rick will share strategies and principles used by top-notch brands and destinations that make overpromises to their consumers. Rick has developed a comprehensive and finely-tuned roadmap to move your company from initial research and the articulation of your brand promise (the “Overpromise”) through the rapid execution of branded customer experiences built around your most critical touch points (the “Overdeliver”). He will also discuss examples of destinations he believes are doing an excellent job of “overpromising” and “overdelivering” by leveraging what he calls passionate exaggeration. Find out how you can use the power of alignment to drive home your branding message.

4:00pm - 4:30pm
Networking Break

Location: Ramkota Lobby

4:30pm - 5:30pm
Breakout Sessions #1

The Art of Viral Social Media in Tourism – Crystal Washington
A mere 14% of consumers trust advertisements while more than 90% trust peer recommendations. Savvy brands recognize that the key to increased business and profits is leveraging the power of referrals. As it happens, social media is the most effective and efficient referral engine in existence. The key is understanding which social networks work the best for the tourism industry. With Crystal, attendees will uncover innovative ways to leverage the power of word-of-mouth marketing via popular social networks.

Portrait of American TravelersTM Research Summary – Clayton Reid

     PDF of POAT presentation (6.71 MB)

The 23rd edition of the POAT™ reflects the lifestyles and travel behavior of roughly 57 million American households who spent an average of $4,205 on leisure travel last year. Collectively, they account for nearly $240 billion in U.S. travel spending. The study includes both feedback on travel in general from a random sample of the U.S. population and a look at a subset of data for South Dakota’s target audience. Clayton Reid, CEO of travel marketing company MMGY Global, will present insights about the "New American Traveler" and how the travel landscape is shifting based on the economy, changing demographics and behaviors as well as new technologies. He will also address how travel intentions and behaviors inform new marketing approaches and the need to adapt to meet these changes.

Lead in High Definition – Engage Staff, Delight Customers, and Bring Your Service Alive! – Barb Sanfilippo  
Having an engaged and involved staff is the key to delivering a memorable customer experience and bringing your brand alive. A new logo and brochures do not serve your customers - your staff does. Barb will share proven and fun ideas you can use immediately to engage your employees, encourage participation, measure service easily, conduct observations, improve teamwork, be an inspirational coach and much more. You’ll leave inspired and armed with tools to bring your service vision alive! 

6:00pm - 9:00pm
Dine-Around

Get out and explore the Capital City of Pierre and sister city Fort Pierre while here for the conference. Grab a bite to eat with a group of friends, co-workers, or new faces at locations around town. Several restaurants are participating and will have specials for conference attendees. Additional information regarding participating restaurants and specials will be posted here as the conference date nears.

Thank you to the Pierre CVB for coordinating the Dine-Around.

9:00pm - 12:00am
Dueling Pianos

After exploring Pierre and Fort Pierre for dinner, head back to the Ramkota Conference Center for an evening event – Dueling Duos, a dueling piano group.

Thursday, January 23, 2014

8:00am - 5:00pm
Registration

Location: Ramkota Lobby

Thursday Dress Code: Business Casual

8:30am - 10:00am
Continental Breakfast

Location: Galleries D & E

8:30am - 6:00pm
Internet Lounge

Stop in to check email, catch up on work, and update your social media sites. 

10:00am - 11:00am
Breakout Sessions #1 (repeat)

The Art of Viral Social Media in Tourism – Crystal Washington
A mere 14% of consumers trust advertisements while more than 90% trust peer recommendations. Savvy brands recognize that the key to increased business and profits is leveraging the power of referrals. As it happens, social media is the most effective and efficient referral engine in existence. The key is understanding which social networks work the best for the tourism industry. With Crystal, attendees will uncover innovative ways to leverage the power of word-of-mouth marketing via popular social networks.

Portrait of American TravelersTM Research Summary – Clayton Reid

     PDF of POAT presentation (6.71 MB)

The 23rd edition of the POAT™ reflects the lifestyles and travel behavior of roughly 57 million American households who spent an average of $4,205 on leisure travel last year. Collectively, they account for nearly $240 billion in U.S. travel spending. The study includes both feedback on travel in general from a random sample of the U.S. population and a look at a subset of data for South Dakota’s target audience. Clayton Reid, CEO of travel marketing company MMGY Global, will present insights about the "New American Traveler" and how the travel landscape is shifting based on the economy, changing demographics and behaviors as well as new technologies. He will also address how travel intentions and behaviors inform new marketing approaches and the need to adapt to meet these changes.

Lead in High Definition – Engage Staff, Delight Customers, and Bring Your Service Alive! – Barb Sanfilippo  
Having an engaged and involved staff is the key to delivering a memorable customer experience and bringing your brand alive. A new logo and brochures do not serve your customers - your staff does. Barb will share proven and fun ideas you can use immediately to engage your employees, encourage participation, measure service easily, conduct observations, improve teamwork, be an inspirational coach and much more. You’ll leave inspired and armed with tools to bring your service vision alive!  

11:15am - 12:45pm
Thursday Keynote Address

The Business of Awesome (and UnAwesome) – Scott Stratten
Marketing, branding, public relations, social media, human resources and customer service, the list goes on and on. But how do you succeed? It’s about the authentic touch, and the ability to connect technology with engagement to the level of Awesome. Scott includes case studies of successful businesses that gained exposure through being awesome and effective, including the flip side, The Business of UnAwesome, which shares train-wreck stories of unsuccessful businesses and showcases what not to do.

1:00pm - 2:30pm
Destinations Luncheon and Tourism Briefing

     PDF of Jim Hagen's Tourism Briefing (26.59 MB)

Join us as we celebrate destinations across South Dakota! Secretary of the Department of Tourism, Jim Hagen, will recap the efforts of the Department from 2013 and share what is ahead for 2014.

2:45pm - 3:45pm
Breakout Sessions #2

How to Communicate, Lead, Sell and Serve the Multiple Generations – Cheryl Cran

     PDF of Multiple Generations presentation (1.01 MB)

The times are changing and the way we communicate and connect with our community and customers is shifting rapidly. In Cheryl’s breakout sessions, attendees will learn how to improve their ability to work and communicate with multiple generations. Learn how to better understand the generations that ‘challenge’ you and build skills to adapt to them more quickly. Attendees will leave with the knowledge it takes to improve overall satisfaction among all generations.

Coloring Outside the Lines: Creative Thinking and Problem Solving - Jeff Tobe
Jeff Tobe challenges you to step outside your comfort zone by positioning yourself more creatively than ever before. He will provide the insight you require to give yourself the competitive edge which we all strive for in the tourism industry. Jeff will encourage attendees to believe that customer service alone is no longer the bar that distinguishes us from our competitors. Jeff inspires attendees to invest in the power of creativity to look at your business, your event, or your organization from a new perspective.

Marketing Mechanics of South Dakota Tourism – SD Tourism + L&S + MMGY Global

     PDF of Marketing Mechanics presentation (19.27 MB)

During the Destinations Luncheon, you’ll hear from Secretary Hagen about the Department of Tourism’s marketing on a broad level. The Department of Tourism, Lawrence & Schiller, and MMGY Global will present details on Tourism’s marketing efforts. We’ll cover anything from research, markets and demographics, magazine placements, strategies, co-ops, to digital efforts. You’ll discover ways that you can align your marketing strategy with the Department’s.

3:45pm - 4:15pm
Networking Break

Location: Ramkota Lobby

4:15pm - 5:15pm
Breakout Sessions #2 (repeat)

How to Communicate, Lead, Sell and Serve the Multiple Generations – Cheryl Cran

     PDF of Multiple Generations presentation (1.01 MB)

The times are changing and the way we communicate and connect with our community and customers is shifting rapidly. In Cheryl’s breakout sessions, attendees will learn how to improve their ability to work and communicate with multiple generations. Learn how to better understand the generations that ‘challenge’ you and build skills to adapt to them more quickly. Attendees will leave with the knowledge it takes to improve overall satisfaction among all generations.

Coloring Outside the Lines: Creative Thinking and Problem Solving - Jeff Tobe
Jeff Tobe challenges you to step outside your comfort zone by positioning yourself more creatively than ever before. He will provide the insight you require to give yourself the competitive edge which we all strive for in the tourism industry. Jeff will encourage attendees to believe that customer service alone is no longer the bar that distinguishes us from our competitors. Jeff inspires attendees to invest in the power of creativity to look at your business, your event, or your organization from a new perspective.

Marketing Mechanics of South Dakota Tourism – SD Tourism + L&S + MMGY Global

     PDF of Marketing Mechanics presentation (19.27 MB)

During the Destinations Luncheon, you’ll hear from Secretary Hagen about the Department of Tourism’s marketing on a broad level. The Department of Tourism, Lawrence & Schiller, and MMGY Global will present details on Tourism’s marketing efforts. We’ll cover anything from research, markets and demographics, magazine placements, strategies, co-ops, to digital efforts. You’ll discover ways that you can align your marketing strategy with the Department’s.

6:30pm - 8:00pm
Social

Location: Ramkota Lobby

8:00pm - 11:00pm
Awards Night Gala

It’s the final gathering and the most warming and inspiring event of the conference. Governor Dennis Daugaard and First Lady Linda Daugaard will join us for an evening filled with merriment, fine cuisine, friends, and awards for our industry’s finest. 

Thursday Night Dress Code: Formal/Semi-Formal/Business Attire

The annual South Dakota Governor's Conference on Tourism is fully supported by sponsorships, registration fees, and by exhibitors. These businesses and organizations offer valuable information, expertise and opportunities for conference attendees. We appreciate their participation!

Exhibitor Booths
  • AAA Direct Connect
  • AAA – H&A Media Group
  • Badlands National Park
  • BCF
  • Bed & Breakfast Innkeepers of South Dakota
  • Black Hills Harley-Davidson Rentals
  • Black Hills Open-Top-Tours
  • Black Hills State University
  • Certified Folder Display Service
  • City of Sturgis Rally & Events Department
  • Crazy Horse Memorial
  • Custer State Park and Resorts
  • Deadwood Historic Preservation
  • Denver Mattress Hospitality
  • Fort Pierre Tourism
  • JCL Solutions
  • Joy Ranch
  • Lakota Ways
  • Madden Media
  • Maximum Promotions
  • Meredith Travel Marketing/Midwest Living
  • Midwest Meetings
  • Missouri National Recreational River
  • National Park Trips
  • Pheasantland Industries
  • Pine Ridge Area Chamber of Commerce
  • PryntComm
  • Rocky Mountain International
  • Rural Electric Economic Development
  • Rushmore Cave
  • Sisseton Area Chamber of Commerce
  • Sisseton Wahpeton Oyate/Dakota Nation Gaming
  • South Dakota Hall of Fame
  • South Dakota Hotel & Lodging Association
  • South Dakota National Parks
  • South Dakota Newspaper Association
  • South Dakota Opportunity Group
  • South Dakota Retailers Association
  • South Dakota Small Business Development Center
  • South Dakota State Historical Society Press
  • South Dakota State Parks
  • StarTribune
  • The Gage Team
  • Traveler Magazine
  • TripAdvisor
  • Wicoti Tiwahe Youth Camp
Made in South Dakota Exhibitors
  • Angeni Designs
  • Dakota’s Best
  • Double R Art
  • Girl Talk Wine Glasses
  • Ideal Woodcraft
  • Jodene Shaw Mixed Media Art & Photog.
  • Kari's Kreations
  • Magnum Enterprises, LLC
  • Minglewood Studios
  • Native American Tea Company
  • OMG (Outta My Gourd)
  • Rough Rock Designs
  • South Dakota Magazine
  • Valiant Vineyards
  • Wheeler Farms Candy Company