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Governor's Conference Agenda

Monday, February 20, 2017

8:30 am - 5:30 pm | Registration Open


Noon - 1:30 pm | Lunch and Learn: A Bite-sized Overview of SCPRT's Marketing Programs

TAG, what’s TAG? Just how big is SCPRT’s social media footprint and how can you leverage this communication channel to deliver your tourism message? What about the DiscoverSouthCarolina.com website? And, PR, what’s happening in the PR program? In this pre-conference session, hear a nuts-and-bolts overview of the SCPRT slate of partner-accessible sales and marketing programs. 

Kindly note: This ticketed session includes a pre-paid lunch, so advance registration is required. No ticket, then, our apologies, but no free lunch.


2:00 - 3:15 pm | Welcome and Opening Session

Tourism Tomorrow


Brian London, Chief Executive Officer

London Tourism Publications


The travel industry has enjoyed nearly continuous growth for more than six years.  Will growth continue its current trajectory?   Our high-energy and highly engaging opening keynote speaker Brian London will delight us with his take on key industry trends impacting travel demand (6 key influencers!) and the industry response to these trends (4 marketing strategies to maintain, or increase market share!).  You’ll leave this session energized and informed – able to understand the marketplace and position resources to take advantage of coming trends.


3:15 - 3:45 pm | Afternoon Break

Please use this time to visit our sponsors and check out the State Parks Retail Store!


3:45 - 5:00 pm | General Session


7:00 - 9:00 pm | Reception

A Taste of Spartanburg


Take a short stroll from the Spartanburg Marriott or jump on the Main Street Trolley to the Chapman Cultural Center for night filled with great food, lively libations, music, hand rolled cigars and more.  Experience all the eclectic tastes that confirms why There’s Only One. Spartanburg.

Tuesday, February 21, 2017

7:30 am - 5:00 pm | Registration Open


8:00 - 8:45 am | Networking Breakfast

Begin your day with a light breakfast and networking with colleagues.  This is also a good time to stop by the sponsors’ booths to see how their services can help you meet your marketing needs.


9:00 - 10:15 am | General Session

Invisible Influence: The Hidden Forces That Shape Behavior

 

Dr. Jonah Berger, Best-Selling Author, Professor

The Wharton School of Business at the University of Pennsylvania

 

Are you trying to motivate employee behavior and consumer buying decisions, or drive political or public opinion? Jonah Berger’s most recent speech looks at the subtle and secret influences that drive the decisions we make—from what we buy to where to eat to what we wear and the careers we choose. A must-see presentation for HR, sales, and leadership teams—and anyone tasked with persuading others to take action—Berger argues that other people’s behavior influences us at every moment of our lives, and that learning to better understand the influences driving you, your co-workers, employees, family members, potential partners, business associates, and clients can lead to more productive relationships and lives.


10:15 - 10:45 am | Morning Break

Please use this time to visit our sponsors and check out the State Parks Retail Store!


10:45 - 11:45 am | DISCOVER Breakout Sessions


The Life Cycle of a Best-Selling Story*


Tom Martin, Founder

Converse Digital


Legendary ad agency McCann Ericsson believed that great marketing is all about “Truth well told.” For destinations it might be more accurate to say “stories well told.” Because after all, who wants to read a boring story?

 

Come join Tom Martin as he talked about the makings of a great destination story. Learn how to discover your destination’s story, tell it effectively and finally, how to measure the success of your story telling using simple, cost-effective tools and processes to report your team’s success. 

 

*This session repeats on Wednesday morning


The Power of Sports: Scoring Big Wins for Travel


Tim Schneider, President and CEO

Schneider Publishing

 

Sports-related travel generates hotel room nights and significant economic impact for destinations large and small all over South Carolina. This dynamic session will provide insights into the size and scope of the sports-related travel market, the unique attributes of sports-related travel, its role in image building, creating social media buzz and providing TV exposure as well as overall economic development. This session will also include an examination of what sports-event organizers look for in destinations and travel partners when choosing a location for their events.

 

Everyone in the travel industry can benefit from connecting with the emotional pull of sports and sporting events. Learn how and why that’s true in this exiting session!


How to Win on Social Media (And Why It's No Longer Optional)


Jesse Bushkar, Senior Director, Digital

BFG Communications

Patty Short, Digital Coordinator

BFG Communications


BFG’s team of social media ninjas will break down what 2017 holds in the ever-evolving, rapidly zigging-and-zagging field that is social media. Jesse Bushkar and Patty Short will unpack what success looks like on Facebook, Instagram, Snapchat and Twitter (and probably a few newcomers). Sneak peek: It’s possible for small and mid-sized teams to see great success on social media. The hard part: With limited resources, social media can be confusing and even intimidating.

 

Jesse and Patty will share community management best practices, content strategies and measurement tactics so success becomes much more achievable. Additionally, Jesse and Patty will explain why, more so than in previous years, a successful social media presence is essentially a requirement, not just a nice-to-have.


12:00 – 1:00 pm | Lunch

 

Learning – even in the form of an educational tour – takes energy! So before setting off on an afternoon of exploration, product-knowledge enhancement, and relationship-building, enjoy a casual, hearty lunch with your industry peers. Lunch kicks off with a friendly welcome from Spartanburg CVB Director Chris Jennings, and features background music by one of Spartanburg’s very own local bands.   

 

And, no need to rush: the educational tours don’t depart until 1:15 pm.


Tuesday Afternoon Explore and Discover

This year's Governor's Conference has four distinct opportunities on Tuesday afternoon to explore the tourism appeal of Spartanburg and discover best practices in the field of Marketing. The first set of activities features tours around the Spartanburg area. The second activity is golf at River Falls Plantation.

 

1:15 - 6:00 pm | EXPLORE Educational Tours

Each tour is limited and is available on a first come, first served basis when you submit your conference registration. The Governor’s Conference reserves the right to cancel any tour that does not have the appropriate level of participation.  Please meet your group at 1:15 pm. Buses leave promptly at 1:30 pm.


Tour #1 | Satisfy Your Thirst Tour-- Spartanburg style!

Limit 50 delegates


South Carolina peaches.  Oven-baked baseball bats.  Corn and sugar.  These are just some of the ingredients used to make adult beverages in Spartanburg County.  Hope on this tour to multiple craft beverage facilities, including two local breweries (Cyclops Cyderi at Hub City Tap House and RJ Rockers Brewery); three distilleries (Motte & Sons, Rock Bottom, and Sugar Tit Moonshine), and finish your tour at the Growler Haus, which features more than 50 craft beer on tap.


Tour #2 | UNDERGROUND Spartanburg Tour

Limit 50 delegates


Discover the soulful and funky sides of the Hub City (that’s Spartanburg’s nickname) and things that don’t often show up in the official tourist publications. You’ll be on a guided tour with Joe Mullinax, the editor of Vol. 1 & 2 of the Underground Guide to Spartanburg.  We’re going to show you that there is a lot more to Spartanburg than you might have heard. From Buddhist Temples to American Legion baseball, from ground-breaking art to famous musicians, this is the tour you don’t want to miss! Get on the bus.


Tour #3 | All Aboard for History Tour

Limit 50 delegates

 

Sometimes called the “Hub City” for its railroad crossroads, Spartanburg is also known for its Revolutionary War battles, as well as a rich textile and agricultural history.  Did you know more than 65,000 troops moved through Spartanburg each year at Camp Croft during WWII (now a State Park).  Or that visitors can see two pieces of the actual Berlin Wall that are within 10 minutes from downtown? Enjoy this tour that features stops from our self-guided trails and tours, and you might even find out why it’s also known as “Sparkle City.”


Tour #4 | BMW Zentrum and Performance Driving Center


Tour the newly-renovated Zentrum- a meeting and events center, a cafe, a gallery and a history lesson–all wrapped into one ultimate experience. Or, try your hand driving some made-in-Spartanburg cars at the Performance Driving Center - additional cost information coming soon!


Golf Outing | River Falls Plantation

Halfway between Greenville and Spartanburg is your favorite golfing atmosphere. River Falls features an exciting, 18 hole, Gary Player Signature golf course to challenge golfers of all skill levels. Our lush, rolling fairways and Diamond Zoysia greens are bordered by the South Tyger River. Diamond Zoysia, which will promote superior and consistent playing conditions, has excellent tolerance to shade, high traffic and cold weather. It retains its color throughout most of the year and will green up much earlier in the spring. These attributes make it an ideal choice for us.


Cost – $45 Inclusive of range balls, greens fees and cart for the golf outing.

Club Rentals: If requested, $40 per player. Please notify Jenny Waller if you will need to rent clubs.

 RSVP – by early bird deadline of January 27, 2017

 PlaceRiver Falls Plantation

Golf Outing starts at 1:45 pm. Please plan to meet in the hotel lobby at 1:15 pm.

Golf Outing concludes at 6:00 pm


7:00 - 10:00 pm | Reception

A Party for the People


We’re Happy! And, it’s time for a Celebration! So join us for a Magic Moment. Who knows, we might hear some Old Time Rock & Roll. We might even Shout a little. Bet the band will Play That Funky Music. While we’re doubtful that most of us will Make It To the Mid Night Hour, we are certain the evening will be Unforgettable: Plenty of food and drink; music by the band, The Mighty Kicks!; and a little surprise and delight. Come dressed in your favorite party attire. Must be present to enjoy! 

Wednesday, February 22, 2017

7:30 am - 1:00 pm | Registration Open


8:00 - 8:45 am | Networking Breakfast

Begin your day with a light breakfast and networking with colleagues.  This is also a good time to stop by the sponsors’ booths to see how their services can help you meet your marketing needs.


9:00 - 10:15 am | General Session

Marketing to Millennials 


Jeff Fromm, President

Futurecast


While some companies fear the unknown of the “innovation generation,” the real winners are those who engage and interact with today’s Millennial Mindset® consumers. The biggest paradigm shift that has occurred when it comes to selling to millennials is the transition from closing a deal to helping the customer. The traditional selling model that revolved around the ABC’s of sales (Always Be Closing) has now become ABH (Always Be Helping). Millennial customers expect brands and service providers to stand for more than their bottom line. This educational presentation will challenge participants to unlearn and re-imagine what they thought they knew about the millennial generation.


10:15 - 10:45 am | Morning Break

Please use this time to visit our sponsors and check out the State Parks Retail Store!


10:45 - 11:45 am | DISCOVER Breakout Sessions


Safe Travels: The Importance of Tourism Security


 

Dr. Peter Tarlow, PH. D, Founder and President

Tourism & More

 

This session will deal with the economic and political impact of tourism security. It will first take a broad view regarding the state of the world and then focus on the US and South Carolina. It will show why tourism security needs to be a major part of every community’s marketing strategy and how good tourism security can result in additional revenue and hotel nights for your community. 


The Life Cycle of a Best Selling Story


Tom Martin, Founder

Converse Digital


Legendary ad agency McCann Ericsson believed that great marketing is all about “Truth well told.” For destinations it might be more accurate to say “stories well told.” Because after all, who wants to read a boring story?

 

Come join Tom Martin as he talked about the makings of a great destination story. Learn how to discover your destination’s story, tell it effectively and finally, how to measure the success of your story telling using simple, cost-effective tools and processes to report your team’s success. 


Noon - 1:15 pm | Industry Awards Luncheon

We close out the conference with the annual Industry Awards Luncheon, an event that will celebrate top performance in South Carolina’s tourism industry for the year 2016. Recognition will be given to the best tourism attraction or campaign, the best rural tourism effort and the most outstanding hospitality employee of the year.