Agenda for Nevada Governor's Conference on Tourism 2008

Thank you to our Diamond sponsor

Monday, January 01 12:00 AM - 12:00 AM
Sunday, December 07 5:00 PM - 10:00 PM Taste of Reno Dine-Around event: SOLD OUT Optional event
5:00 PM - 6:15 PM Soup/Salad Course Will include optional tour of Sierra Arts Gallery and Riverside Artist Lofts. www.WildRiverGrille.com Wild River Grille
6:30 PM - 7:30 PM Entrée Course www.WahoeSteakhouse.com Washoe Steakhouse
7:45 PM - 8:45 PM Dessert Course www.DaughtersCafe.com Daughter's Café
9:00 PM - 10:00 PM Cocktails www.PeppermillReno.com Terrace Lounge
Monday, December 08 9:00 AM - 6:30 PM Conference Registration Tuscany Tower Lobby
9:00 AM - 5:30 PM Press Registration/Press Room Tuscany Tower Lobby/Tuscan 12
11:00 AM - 12:00 PM Public Meeting - Nevada Commission on Tourism - Cancelled Tuscan 11
12:00 PM - 5:30 PM Internet Café Sponsored by: Certified Folder Display Service, Inc. Tuscan E & F
12:00 PM - 5:30 PM Exhibitor Trade Show Visit the exhibitor trade show booths and network with the conference sponsors to find out more about the many products and services available to your organization. Tuscan E & F
1:00 PM - 2:45 PM General Assembly Tuscan C & D
1:30 PM - 1:35 PM Welcome Master of Ceremonies: Brent Boynton, Anchor and Assistant News Director, KOLO-TV Tuscan C & D
1:45 PM - 2:45 PM State of the Gaming Industry Presented by: Frank J. Fahrenkopf, Jr., President and CEO, American Gaming Association Mr. Fahrenkopf will address the current state of the gaming industry and its affect on Nevada gaming revenue and tourism. Tuscan C & D
2:45 PM - 2:55 PM Refreshment Break with Exhibitors Sponsored by: Advanced Results Marketing, American Society of Association Executives, Bureau of Land Management
3:00 PM - 4:15 PM General Assembly Driving Tourism through Destination Marketing Panelists include: Don Newman, Executive Director, Elko Convention & Visitors Authority; Ellen Oppenheim, President and CEO, Reno-Sparks Convention & Visitors Authority; Rossi Ralenkotter, President and CEO, Las Vegas Convention and Visitors Authority Moderated by: Larry Friedman, Deputy Director Sales and Industry Partners, Nevada Commission on Tourism Travel and tourism has and will continue to be the major industry in the state of Nevada, exceeding $57 billion in 2007. Marketing the destination is critical to Nevada’s economy. Hear how Nevada’s tourism authorities are currently marketing their destinations and their plans for the future. Audience participation is encouraged. Tuscan C & D
4:15 PM - 5:00 PM International Representatives Meet and Greet Network with your colleagues and meet the international representatives to further your international business initiatives. Representatives from Brazil, Canada, China, Continental Europe, Mexico, South Korea, and the United Kingdom are here to field your questions about the international market and its tourism potential. Tuscan 5 & 6
5:30 PM - 7:30 PM Evening Reception Sponsored by: Peppermill Resort Spa Casino Welcome to Reno and the 2008 Nevada Governor’s Conference on Tourism Opening Remarks: Bob Cashell, Mayor, City of Reno Introduction by: Brian K. Krolicki, Lieutenant Governor, State of Nevada Edge
Tuesday, December 09 7:30 AM - 12:30 PM Conference Registration Tuscany Tower Lobby
7:30 AM - 12:30 PM Press Registration/Press Room Tuscany Tower Lobby/ Tuscan 12
7:30 AM - 5:00 PM Exhibitor Trade Show Visit the exhibitor trade show booths and network with the conference sponsors to find out more about the many products and services available to your organization. Tuscan E & F
7:30 AM - 8:30 AM Continental Breakfast with Exhibitors Sponsored by: Certified Folder Display Service, Inc., Reno Air Racing Association, Reno-Tahoe International Airport, The Glenn Group Tuscan E & F
7:30 AM - 5:00 PM Internet Café Sponsored by: Certified Folder Display Service, Inc.
8:45 AM - 10:00 AM General Assembly 25 Years Forward - Northern Nevada Resorts CEO Panel Discussion Panelists include: Michonne Ascuaga, CEO, John Ascuaga’s Nugget Casino Resort; John Farahi, Co-chairman and CEO, Monarch Casino Resort, Inc., parent company of Atlantis Casino Resort Spa Moderated by: Sam Shad, Host, Nevada NewsMakers With an uncertain economy and a changing market, what are the challenges Nevada’s resorts face now and within the next couple of years? How will the resorts adapt and appeal to new markets? The CEOs of northern Nevada’s resorts come together to share tourism insight. This panel discussion promises to be lively and thought-provoking. Tuscan C & D
10:00 AM - 10:10 AM Refreshment Break with Exhibitors Sponsored by: Meredith Travel, MGM Mirage, R&R Partners, Sunset Magazine Tuscan E & F
10:15 AM - 12:30 PM General Assembly Tuscan C & D
10:15 AM - 11:30 AM State of the Airline Travel Industry Panelists include: Krys T. Bart, A.A.E., President and CEO, Reno-Tahoe Airport Authority; Maurice J. Gallagher, CEO, Allegiant Air; Bob Montgomery, V.P. of Properties, Southwest Airlines; Joanne Smith, Senior Vice President of In-Flight Service, Delta Air Lines Moderated by: Howard Putnam, Former CEO, Southwest Airlines Air travel is vital to tourism. How will the reduction of air service in Reno and Las Vegas impact the visitor market? Hear about the latest developments as the panelists discuss the future of the airline industry. Tuscan C & D
11:30 AM - 12:30 PM Keynote Presentation - Beyond Guest Service: It’s All about the Experience Presented by: Joseph Michelli, Ph.D., Organizational Consultant and business author During this keynote presentation, Dr. Michelli will discuss how to create “an experiential brand” that wows the customer and makes the experience memorable. He will teach you how to deliver on your brand promise with both staff and customers and drive measurable employee engagement and customer loyalty, essentially creating a culture of “service professionalism.” Plus, he will address how to gain greater differentiation from competitors in these challenging economic times. Tuscan C & D
12:30 PM - 1:45 PM Luncheon Sponsored by: Reno-Tahoe, America's Adventure Place Tuscan 1, 2, A, B
1:00 PM - 1:45 PM Using Humor to Hook Visitors Presented by: Erik Hastings, Host, The Travel Show, WABC Radio New York; CEO, Scripted Improv Media Inc. How do destinations capitalize on the phenomenal success of YouTube? What sites produce the most destination video views? What’s funny? What’s viral? “Catch it” and “pass it on” to your friends as Erik Hastings explains how travel and laughter become contagious.
2:00 PM - 2:45 PM Workshop Session I Sponsored by: RUF Strategic Solutions
1. Track A: Tourism Marketing Executing Relevant Mobile Internet Sites and Enhanced Mobile Marketing Campaigns Presented by: Michael Becker, EVP, Business Development, iLoop Mobile, Inc. With more than three billion mobile subscribers around the world, 263 million in the United States alone, the mobile channel is emerging as a powerful medium. Mr. Becker will review the mobile marketing ecosystem, highlight key cases and metrics, and review the three provider models. Get the tools you need to start down the path of successfully leveraging the practice of mobile marketing. Tuscan 11
2. Track B: Travel Trade Recession Reality – How to Stay Competitive in a Challenging Economy Moderated by: Ralph Witsell, Executive Director of Tourism Sales, Reno-Sparks Convention & Visitors Authority Panelists include: Toni Koster, Director of Sales, Atlantis Casino Resort Spa; Michael Larragueta, Executive Director of Partnership Marketing,Venetian Resort Hotel Casino; John R. McGinnes, Director of Sales, Eldorado Hotel Casino; Beth Nickerson, Director, Partner Marketing Southwest Region, Travelocity; Jeff Rosser, Regional Marketing Manager, Southwest Airlines Vacations The importance of relationships between destinations, hoteliers and wholesalers is now more important than ever. Gain insight from this esteemed panel as they discuss the current leisure travel situation and its impact on leisure sales. Tuscan 10
3. Track C: Tourism Development Welcoming International Visitors Presented by: Ryan Larsen, Assistant Director for Education Abroad, International Programs, Office of the Vice Provost for Academic Affairs, University of Nevada, Las Vegas Learn how to make international visitors feel welcome and how to create a favorable image of Nevada. Mr. Larsen will discuss cultural dos and don’ts and what you can do to enhance international visitors’ experiences. Tuscan 9
3:00 PM - 3:45 PM Workshop Session II Sponsored by: RUF Strategic Solutions
1. Track A: Tourism Marketing Get Found Online: Web site Search Engine Optimization for the Tourism Industry Presented by: Khrysti Nazzaro, Director of Optimized Services, MoreVisibility Achieving visibility in Google and other search engines is critical to online success. In this presentation, Ms. Nazzaro will discuss tips and solutions for marketing your site via search engines, as well as through a variety of tourism-related Web sites and social media networks in order to drive traffic and increase conversions. Tuscan 11
2. Track B: Travel Trade Delivering a Completely Green Event – Group Sales Goes Green Presented by: Martie Sparks, VP of Catering and Convention Services, Mandalay Bay Sustainable events are becoming commonplace in group sales. Learn the ins and outs of delivering a completely green event. Ms. Sparks will show you where to begin and walk you through the "greenification" process. Tuscan 10
3. Track C: Tourism Development The Fundamental Truths of Connecting with Women Travelers Presented by: Cynthia Richter, Associate Director of Strategic Planning, Frank About Women It's a fact: Women make or influence 80% of all travel decisions. Knowing what women want can lay the foundation for winning with women and men. Learn the gender science behind the differences between how men and women think, act and more specifically make decisions. Find out what travel brands are winning her heart. Pick up new ideas on how to connect more resonantly with this influential consumer. Tuscan 9
5:00 PM - 6:00 PM Nevada Territories Wine Reception Join us in recognizing the achievements of Nevada’s territory representatives. Sponsored by: Tahoe Ridge Winery & Marketplace Tuscan 5, 6
6:00 PM - 9:30 PM 25th Anniversary Awards Dinner In honor of: Senator Richard Bryan, Nevada Governor from 1983 - 1988 With special appreciation to: Rick Chapman and Val Moon Presented by: Lorraine T. Hunt-Bono, Commissioner, Nevada Commission on Tourism; Brian K. Krolicki, Lieutenant Governor, State of Nevada Join in the celebration of the 25th Anniversary of the Nevada Governor’s Conference on Tourism as we honor instrumental leaders in the tourism industry. This special evening will conclude with dancing to the sounds of Royal Crown Revue. Semi- formal. Tuscan 1, 2, A, B

Monday, January 01

12:00 AM - 12:00 AM

Sunday, December 07

5:00 PM - 10:00 PM

Taste of Reno Dine-Around event: SOLD OUT
Optional event

5:00 PM - 6:15 PM

Soup/Salad Course
Will include optional tour of Sierra Arts Gallery and Riverside Artist Lofts.

www.WildRiverGrille.com

Wild River Grille

6:30 PM - 7:30 PM

Entrée Course
www.WahoeSteakhouse.com

Washoe Steakhouse

7:45 PM - 8:45 PM

Dessert Course
www.DaughtersCafe.com

Daughter's Café

9:00 PM - 10:00 PM

Cocktails
www.PeppermillReno.com

Terrace Lounge

Monday, December 08

9:00 AM - 6:30 PM

Conference Registration

Tuscany Tower Lobby

9:00 AM - 5:30 PM

Press Registration/Press Room

Tuscany Tower Lobby/Tuscan 12

11:00 AM - 12:00 PM

Public Meeting - Nevada Commission on Tourism - Cancelled

Tuscan 11

12:00 PM - 5:30 PM

Internet Café
Sponsored by: Certified Folder Display Service, Inc.

Tuscan E & F

12:00 PM - 5:30 PM

Exhibitor Trade Show
Visit the exhibitor trade show booths and network with the conference sponsors to find out more about the many products and services available to your organization.

Tuscan E & F

1:00 PM - 2:45 PM

General Assembly

Tuscan C & D

1:30 PM - 1:35 PM

Welcome
Master of Ceremonies: Brent Boynton, Anchor and Assistant News Director, KOLO-TV

Tuscan C & D

1:45 PM - 2:45 PM

State of the Gaming Industry
Presented by: Frank J. Fahrenkopf, Jr., President and CEO, American Gaming Association

Mr. Fahrenkopf will address the current state of the gaming industry and its affect on Nevada gaming revenue and tourism.

Tuscan C & D

2:45 PM - 2:55 PM

Refreshment Break with Exhibitors
Sponsored by: Advanced Results Marketing, American Society of Association Executives, Bureau of Land Management

3:00 PM - 4:15 PM

General Assembly
Driving Tourism through Destination Marketing

Panelists include: Don Newman, Executive Director, Elko Convention & Visitors Authority; Ellen Oppenheim, President and CEO, Reno-Sparks Convention & Visitors Authority; Rossi Ralenkotter, President and CEO, Las Vegas Convention and Visitors Authority

Moderated by: Larry Friedman, Deputy Director Sales and Industry Partners, Nevada Commission on Tourism

Travel and tourism has and will continue to be the major industry in the state of Nevada, exceeding $57 billion in 2007. Marketing the destination is critical to Nevada’s economy. Hear how Nevada’s tourism authorities are currently marketing their destinations and their plans for the future. Audience participation is encouraged.

Tuscan C & D

4:15 PM - 5:00 PM

International Representatives Meet and Greet
Network with your colleagues and meet the international representatives to further your international business initiatives. Representatives from Brazil, Canada, China, Continental Europe, Mexico, South Korea, and the United Kingdom are here to field your questions about the international market and its tourism potential.

Tuscan 5 & 6

5:30 PM - 7:30 PM

Evening Reception
Sponsored by: Peppermill Resort Spa Casino

Welcome to Reno and the 2008 Nevada Governor’s Conference on Tourism

Opening Remarks: Bob Cashell, Mayor, City of Reno

Introduction by: Brian K. Krolicki, Lieutenant Governor, State of Nevada

Edge

Tuesday, December 09

7:30 AM - 12:30 PM

Conference Registration

Tuscany Tower Lobby

7:30 AM - 12:30 PM

Press Registration/Press Room

Tuscany Tower Lobby/ Tuscan 12

7:30 AM - 5:00 PM

Exhibitor Trade Show
Visit the exhibitor trade show booths and network with the conference sponsors to find out more about the many products and services available to your organization.

Tuscan E & F

7:30 AM - 8:30 AM

Continental Breakfast with Exhibitors
Sponsored by: Certified Folder Display Service, Inc., Reno Air Racing Association, Reno-Tahoe International Airport, The Glenn Group

Tuscan E & F

7:30 AM - 5:00 PM

Internet Café
Sponsored by: Certified Folder Display Service, Inc.

8:45 AM - 10:00 AM

General Assembly
25 Years Forward - Northern Nevada Resorts CEO Panel Discussion

Panelists include: Michonne Ascuaga, CEO, John Ascuaga’s Nugget Casino Resort; John Farahi, Co-chairman and CEO, Monarch Casino Resort, Inc., parent company of Atlantis Casino Resort Spa

Moderated by: Sam Shad, Host, Nevada NewsMakers

With an uncertain economy and a changing market, what are the challenges Nevada’s resorts face now and within the next couple of years? How will the resorts adapt and appeal to new markets? The CEOs of northern Nevada’s resorts come together to share tourism insight. This panel discussion promises to be lively and thought-provoking.

Tuscan C & D

10:00 AM - 10:10 AM

Refreshment Break with Exhibitors
Sponsored by: Meredith Travel, MGM Mirage, R&R Partners, Sunset Magazine

Tuscan E & F

10:15 AM - 12:30 PM

General Assembly

Tuscan C & D

10:15 AM - 11:30 AM

State of the Airline Travel Industry
Panelists include: Krys T. Bart, A.A.E., President and CEO, Reno-Tahoe Airport Authority; Maurice J. Gallagher, CEO, Allegiant Air; Bob Montgomery, V.P. of Properties, Southwest Airlines; Joanne Smith, Senior Vice President of In-Flight Service, Delta Air Lines

Moderated by: Howard Putnam, Former CEO, Southwest Airlines

Air travel is vital to tourism. How will the reduction of air service in Reno and Las Vegas impact the visitor market? Hear about the latest developments as the panelists discuss the future of the airline industry.

Tuscan C & D

11:30 AM - 12:30 PM

Keynote Presentation - Beyond Guest Service: It’s All about the Experience
Presented by: Joseph Michelli, Ph.D., Organizational Consultant and business author

During this keynote presentation, Dr. Michelli will discuss how to create “an experiential brand” that wows the customer and makes the experience memorable. He will teach you how to deliver on your brand promise with both staff and customers and drive measurable employee engagement and customer loyalty, essentially creating a culture of “service professionalism.” Plus, he will address how to gain greater differentiation from competitors in these challenging economic times.

Tuscan C & D

12:30 PM - 1:45 PM

Luncheon
Sponsored by: Reno-Tahoe, America's Adventure Place

Tuscan 1, 2, A, B

1:00 PM - 1:45 PM

Using Humor to Hook Visitors
Presented by: Erik Hastings, Host, The Travel Show, WABC Radio New York; CEO, Scripted Improv Media Inc.

How do destinations capitalize on the phenomenal success of YouTube? What sites produce the most destination video views? What’s funny? What’s viral? “Catch it” and “pass it on” to your friends as Erik Hastings explains how travel and laughter become contagious.

2:00 PM - 2:45 PM

Workshop Session I

Sponsored by: RUF Strategic Solutions

1. Track A: Tourism Marketing
Executing Relevant Mobile Internet Sites and Enhanced Mobile Marketing Campaigns

Presented by: Michael Becker, EVP, Business Development, iLoop Mobile, Inc.

With more than three billion mobile subscribers around the world, 263 million in the United States alone, the mobile channel is emerging as a powerful medium. Mr. Becker will review the mobile marketing ecosystem, highlight key cases and metrics, and review the three provider models. Get the tools you need to start down the path of successfully leveraging the practice of mobile marketing.

Tuscan 11

2. Track B: Travel Trade
Recession Reality – How to Stay Competitive in a Challenging Economy

Moderated by: Ralph Witsell, Executive Director of Tourism Sales, Reno-Sparks Convention & Visitors Authority

Panelists include: Toni Koster, Director of Sales, Atlantis Casino Resort Spa; Michael Larragueta, Executive Director of Partnership Marketing,Venetian Resort Hotel Casino; John R. McGinnes, Director of Sales, Eldorado Hotel Casino; Beth Nickerson, Director, Partner Marketing Southwest Region, Travelocity; Jeff Rosser, Regional Marketing Manager, Southwest Airlines Vacations

The importance of relationships between destinations, hoteliers and wholesalers is now more important than ever. Gain insight from this esteemed panel as they discuss the current leisure travel situation and its impact on leisure sales.

Tuscan 10

3. Track C: Tourism Development
Welcoming International Visitors

Presented by: Ryan Larsen, Assistant Director for Education Abroad, International Programs, Office of the Vice Provost for Academic Affairs, University of Nevada, Las Vegas

Learn how to make international visitors feel welcome and how to create a favorable image of Nevada. Mr. Larsen will discuss cultural dos and don’ts and what you can do to enhance international visitors’ experiences.

Tuscan 9

3:00 PM - 3:45 PM

Workshop Session II
Sponsored by: RUF Strategic Solutions

1. Track A: Tourism Marketing
Get Found Online: Web site Search Engine Optimization for the Tourism Industry

Presented by: Khrysti Nazzaro, Director of Optimized Services, MoreVisibility

Achieving visibility in Google and other search engines is critical to online success. In this presentation, Ms. Nazzaro will discuss tips and solutions for marketing your site via search engines, as well as through a variety of tourism-related Web sites and social media networks in order to drive traffic and increase conversions.

Tuscan 11

2. Track B: Travel Trade
Delivering a Completely Green Event – Group Sales Goes Green

Presented by: Martie Sparks, VP of Catering and Convention Services, Mandalay Bay

Sustainable events are becoming commonplace in group sales. Learn the ins and outs of delivering a completely green event. Ms. Sparks will show you where to begin and walk you through the "greenification" process.

Tuscan 10

3. Track C: Tourism Development
The Fundamental Truths of Connecting with Women Travelers

Presented by: Cynthia Richter, Associate Director of Strategic Planning, Frank About Women

It's a fact: Women make or influence 80% of all travel decisions. Knowing what women want can lay the foundation for winning with women and men. Learn the gender science behind the differences between how men and women think, act and more specifically make decisions. Find out what travel brands are winning her heart. Pick up new ideas on how to connect more resonantly with this influential consumer.

Tuscan 9

5:00 PM - 6:00 PM

Nevada Territories Wine Reception
Join us in recognizing the achievements of Nevada’s territory representatives.

Sponsored by: Tahoe Ridge Winery & Marketplace

Tuscan 5, 6

6:00 PM - 9:30 PM

25th Anniversary Awards Dinner
In honor of: Senator Richard Bryan, Nevada Governor from 1983 - 1988
With special appreciation to: Rick Chapman and Val Moon
Presented by: Lorraine T. Hunt-Bono, Commissioner, Nevada Commission on Tourism; Brian K. Krolicki, Lieutenant Governor, State of Nevada

Join in the celebration of the 25th Anniversary of the Nevada Governor’s Conference on Tourism as we honor instrumental leaders in the tourism industry. This special evening will conclude with dancing to the sounds of Royal Crown Revue. Semi- formal.

Tuscan 1, 2, A, B