Conference Agenda  (Printable agenda)                 

Tuesday, December 3

8:00 a.m.  

Registration Opens

9:00 a.m. – Noon

Pre-conference Technology Forum
Gain insights into maximizing the ever-evolving digital environment.

9:00 – 9:50 a.m.

 

What does the Future of Tourism Look Like?
Are you ready? Forewarned is forearmed they say. Many emerging online opportunities and technologies will change the way the travel industry attracts, engages and services its potential customers. In this trip into the future, Susan Sweeney will provide you with a glimpse into the experience of the future traveler. This session is a must for all travel and tourism industry professionals who want to be prepared for the future.
Speaker: Susan Sweeney

Leading With Engagement
The average traveler spends 42 hours online dreaming, researching and planning for a vacation, according to the Boston Consulting Group.  Despite the fact that travelers invest a full workweek in creating the perfect trip, website visitation is on the decline.  As tourism marketers adapt for the digital age, the most successful ones put the traveler first.  In this session Google will discuss travel-consumer insights and explore how marketers can engage in a different kind of conversation with travelers, increase their influence on the decision and ultimately win tourism dollars.
Speaker: Vincent Macri – Google

2014 Digital Trends: including Mobile Payments Landscape, The Social Chill, The 2nd, 3rd, 4th Screen Proliferation
Trends in and updates for the mobile and digital universes.
Speakers: Tom Richardson, Jake Dorn, Digitaria

10:00 – 10:50 a.m.

 

Great Online Gadgets, Tools, Resources
In this fast-paced session Susan Sweeney will take you on a whirlwind tour of the latest and greatest online tools and resources (most of them free) that you can use to market more effectively, wow your website, social media and mobile visitors, improve your conversion, save time and do more business.
Speaker: Susan Sweeney

Leading With Engagement
The average traveler spends 42 hours online dreaming, researching and planning for a vacation, according to the Boston Consulting Group.  Despite the fact that travelers invest a full workweek in creating the perfect trip, website visitation is on the decline.  As tourism marketers adapt for the digital age, the most successful ones put the traveler first.  In this session Google will discuss travel-consumer insights and explore how marketers can engage in a different kind of conversation with travelers, increase their influence on the decision and ultimately win tourism dollars.
Speaker: Vincent Macri – Google

2014 Digital Trends: including Mobile Payments Landscape, The Social Chill, The 2nd, 3rd, 4th Screen Proliferation
Trends in and updates for the mobile and digital universes.
Speakers: Tom Richardson, Jake Dorn, Digitaria

11:00 – 11:50 a.m.

 

Pinterest Tourism Marketing
Travel and tourism marketers are flocking to one of the newest social media venues - Pinterest. In this session Susan Sweeney will walk you through Pinterest – the opportunity, best practices as well as tips, tools, techniques and resources to maximize your Pinterest marketing. This session is a must for all travel industry professionals who want to determine if Pinterest is right for them, learn how to set Pinterest up properly and learn how to maximize the marketing opportunity provided by Pinterest.
Speaker: Susan Sweeney

Leading With Engagement
The average traveler spends 42 hours online dreaming, researching and planning for a vacation, according to the Boston Consulting Group.  Despite the fact that travelers invest a full workweek in creating the perfect trip, website visitation is on the decline.  As tourism marketers adapt for the digital age, the most successful ones put the traveler first.  In this session Google will discuss travel-consumer insights and explore how marketers can engage in a different kind of conversation with travelers, increase their influence on the decision and ultimately win tourism dollars.
Speaker: Vincent Macri – Google

2014 Digital Trends: including Mobile Payments Landscape, The Social Chill, The 2nd, 3rd, 4th Screen Proliferation
Trends in and updates for the mobile and digital universes.
Speakers: Tom Richardson, Jake Dorn, Digitaria

10:00 a.m.

Nevada Commission on Tourism Meeting
RED ROCK A&B

Lunch

On Own

1:00 p.m.

Opening Session
Claudia Vecchio, Director, Nevada Commission on Tourism
Lt. Governor Brian Krolicki, Chair, Nevada Commission on Tourism
The Honorable Carolyn Goodman, Mayor, City of Las Vegas
Rossi Ralenkotter, President & CEO, Las Vegas Convention and Visitors Authority

1:30 p.m.

General Session – James A. Taylor, Ph.D
An Afternoon with James A. Taylor

Dr. Taylor will discuss the state of the American travel industry, the expectations of travelers and how leisure travel has emerged as America’s premier consumer category. The post-recessionary world has produced a traveler that chooses destinations carefully using a wide range of media and travel advisors; selects of the basis of the family’s best interest and manages trip financing carefully. The recession taught the American household many lessons, but none so useful and happy as the real worth of traveling. Drawing upon his work with affluent and wealthy studies and the annual Portrait of the American Traveler, Dr. Taylor will lay out strategies for strengthening the appeal of Nevada as a destination including a summary favored travel amenities, decision-making processes and the extreme importance American travelers place upon their leisure travel.

2:45 p.m.

Tourism Industry Leaders Panel
Discussion about the issues and opportunities facing Nevada’s tourism industry
Moderator: Lt. Governor Brian Krolicki
Panelists: Rossi Ralenkotter, President/CEO, Las Vegas Convention and Visitors Authority
Lorraine Hunt-Bono, former Lt. Governor, NCOT Commissioner
Eric Bello, Vice President Sales, Sands Corporation

4:00 p.m.

Tech Talks
Top level insights from the Pre-Conference Technology Forum presenters:
Susan Sweeney
Vincent Macri,Google
Jake Dorn, Digitaria

5:00 p.m.

Break

6:00 p.m.

Buses depart Red Rock Casino Resort for NCOT’s 30th Anniversary Party
Fremont Street Experience

6:30 p.m.– 8:30 p.m.

NCOT's 30th Anniversary Celebration & Dinner
Fremont Street Experience

8:30 – 9:00 p.m.

Buses depart Fremont Street Experience for Red Rock Casino Resort

Wednesday, Dec. 4

7:00 a.m. – Noon

Registration Open (all Nevada Marketplace participants must register at this time)
Outside the Red Rock Ballroom

7:00 a.m.

Contintental Breakfast

8:00 a.m.

Nevada Marketplace
More than 40 domestic and international buyers will be on hand to meet one-on-one with Nevada suppliers. Pre-registration required. 

10:30 a.m.

General Session – Chuck Underwood 
The Generational Imperative for Nevada Tourism (VIEW SLIDES)
Baby Boomers.  GenX.  Millennials.  Three VERY different generations.  Different preferences for travel and tourism.  And for marketers trying to lure them to Nevada?  Chuck Underwood, one of the pioneers of generational strategy, will introduce us to The Generational Imperative:  the need for all of us to make generational considerations a Permanent Filter through which we run our consumer research, product and facilities development, marketing and advertising, and customer service.

Noon

Lunch

1:30 p.m.

General Session – Duane Knapp
Building a Genuine Brand (VIEW SLIDES)
Branding is both an art and a science.  During this session, noted brand expert, Duane Knapp, will provide an overview of the value of a brand, the neuroscience behind building a genuine brand, the seven keys to destination success and creating an emotional connection with target audiences.

2:45 p.m.

Governor's Annual Address to the Tourism Industry
Governor Brian Sandoval

3:15 p.m.

Break

3:30 – 4:20 p.m.

Concurrent Sessions

Generational Marketing - Boomers: Forever Young.  GenX: 59-Million Armies of One (VIEW SLIDES)
This interactive session follows Chuck’s morning presentation and deep-dives into the targeting two specific generations:  The forever-young Baby Boomers, whose age in 2014 will be 50 to 68; and GenX’ers, 59,000,000 Armies Of One, age 33 to 49.  Specific strategies and tactics to successfully connect with these two generations. 
Speaker: Chuck Underwood

Nevada’s Sesquicentennial
Learn how Nevada is celebrating its Sesquicentennial and how you can get involved!
Speaker: Scott Carey

Leveraging Big Data to Manage Traveler Outcomes
Big Data refers to the notion that companies can extract value from collecting, processing and analyzing vast quantities of data about their customer intention and experience. Businesses that can get a better handle on this data will be more likely to outperform their competitors who do not. This presentation highlights the phases an organization might undergo on its big data journey, the objectives and challenges of taking the journey, and the current state of the technology used to help measure, monitor and maximize results. 
Speaker: Terry Berggren, Ruf Strategic Solutions

 

4:30 – 5:15 p.m.

Concurrent Sessions

Generational Marketing - Millennials:  The New World. (VIEW SLIDES)
This interactive session follows Chuck’s morning presentation and deep-dives into the strategy of targeting The Millennials, the technology generation, whose age in 2014 will be 18 to 32.  Specific strategies and tactics to successfully connect with the generation of The New World. 
Speaker: Chuck Underwood

Nevada’s Sesquicentennial
Learn how Nevada is celebrating its Sesquicentennial and how you can get involved!
Speaker: Scott Carey

Leveraging Big Data to Manage Traveler Outcomes
Big Data refers to the notion that companies can extract value from collecting, processing and analyzing vast quantities of data about their customer intention and experience. Businesses that can get a better handle on this data will be more likely to outperform their competitors who do not. This presentation highlights the phases an organization might undergo on its big data journey, the objectives and challenges of taking the journey, and the current state of the technology used to help measure, monitor and maximize results. 
Speaker: Terry Berggren, Ruf Strategic Solutions

6:00 p.m.

Buses depart for the Strip for those not attending the NH&LA dinner

6:00 p.m.

Nevada Hotel & Lodging Association “Stars of the Industry” Dinner

9:00 p.m.

Buses return to the Red Rock Casino Resort & Spa

 

Thursday, Dec. 5

7:00 a.m.

Registration Open 

8:00 a.m.

Contintental Breakfast

8:30 a.m.

General Session– Dr. Peter Tarlow
Why Good Tourism Security Makes "Cents" (VIEW SLIDES)
This presentation provides an overview of how tourism communities have turned tourism security into a way not only to keep their visitors happy and safe, but also as a means to create great marketing. It will look at the situation both in Nevada and throughout the world.

10:00 -10:50 a.m.

Concurrent Sessions

International Panel - “Focus on Asia”
Learn how your property or destination can maximize the enormous opportunities in Asia.
Moderator: Larry Friedman, NCOT
Panelists:Karen Chen, NCOT China
Amy Lee, NCOT South Korea
Kyoko Okabe, LVCVA Japan
Ruth Kim, LVCVA
Andrew Edelfsen, U.S. Commercial Services
 

Gamifying Your Brand, Creating Loyalty through Social Games
Acquire, engage, and monetize the enormous community of social and mobile gamers.  Come learn how traditional brands are turning to this ever-expanding channel to drive growth.
Speaker: Jeff Netzer, Playstudios

11:00 -11:50 a.m.

Concurrent Sessions

International Panel - “Focus on Asia”
Learn how your property or destination can maximize the enormous opportunities in Asia.
Moderator: Larry Friedman, NCOT
Panelists:Karen Chen, NCOT China
Amy Lee, NCOT South Korea
Kyoko Okabe, LVCVA Japan
Ruth Kim, LVCVA
Andrew Edelfsen, U.S. Commercial Services

Gamifying Your Brand, Creating Loyalty through Social Games
Acquire, engage, and monetize the enormous community of social and mobile gamers.  Come learn how traditional brands are turning to this ever-expanding channel to drive growth.
Speaker: Jeff Netzer, Playstudios

Noon

Conference ends