“Michigan TourismForecast”
Drs. Sarah Nicholls and Robert Richardson, Michigan State University
10:30 a.m. – 11:45 a.m.

Sarah Nicholls is an Assistant Professor at Michigan State University (MSU). A native of Kent, England, she has been living in Michigan for six years. Robby Richardson is also an Assistant Professor at MSU. An economist by training, Robby worked at the University of Vermont and the Center for Rainforest Studies in Australia, before joining MSU in 2007.

Michigan State University’s Travel, Tourism and Recreation Resource Center – under the leadership of Dr. Donald F. Holecek – has been tracking tourism activity in Michigan since 1985. In this presentation, Dr. Nicholls will review the industry’s performance in 2006, while Dr. Richardson will provide the Center’s annual forecast for the coming tourism season. It’s a reading of where we’ve been and where we’re going that you will not want to miss!

Legislative Panel Discussion
Moderated by veteran Booth reporter, Peter Luke
2:00 p.m. – 3:30 p.m.

With an unexpected infusion of up to $50 million for tourism promotion - this year promises to be one of our best. But our industry must still fight to secure permanent promotion funding without tax or assessment increase. And that’s not the only issue we must grapple with. In this election year, legislation either has been introduced to over-regulate snowmobile usage at ski resorts, mandate placement of CO detectors in guest rooms, and more. Listen, learn and participate in a wide-ranging discussion of legislative threats and opportunities being presented Michigan’s lodging and tourism industries in 2008.

Student/Employer Roundtable Discussion
3:45 p.m. – 4:45 p.m.

Back by popular demand, these roundtable discussions represent a chance for soon-to-graduate hospitality students to ask questions and learn from lodging property managers and tourism business operators from across the state. Just as important, tourism employers have a chance to meet and test the mettle of prospective job applicants. Hand-in-glove with our Resume and Job Opportunity Poster Board which will be on display throughout the conference, these roundtables are a win-win for both students and employers!

Train the Trainer for Quality Service
Judy King, Principal Quality Management Services
3:45 p.m. – 4:45 p.m.

Tourism is not a spectator sport. Tourists travel to experience new places, things and engage in exciting activities. Delivering consistent, exceptional service is critical to success for an industry which necessarily sells “the experience.” Judy King’s Service and Leadership seminar focuses on how to attract, motivate, train, and retain high performing staff. Topics to be revealed include: Training your staff on customer service "How-Tos;" the four simple steps of service; forging relationships that in increased customer loyalty; and how to keep a customer when things go wrong. Learn the “train-the-trainer” basics necessary to prepare your staff to enhance “customer experience” in a way that will bring them back again and again.

Marketing for the International Traveler
Toby McCarrick, GLNA
3:45 p.m. – 4:45 p.m.

Toby McCarrick is a 20-year veteran of the tourism industry specializing in all facets of tourism marketing communications and public relations. Toby is currently the Executive Director of the Great Lakes of North America (GLNA), a marketing consortium that promotes travel throughout the Great Lakes region to the UK and Germany markets. GLNA includes the states of Illinois, Indiana, Michigan, Minnesota, Missouri, Ohio and Pennsylvania. A weak dollar continues make a trip anywhere in the United States a real bargain for European travelers. Learn how your destination, property or business can piggyback on the marketing efforts of the GLNA to bring more international visitors to you!

Rollin’ RV Revenue to your Destination
Dottie Maitland, RV Travel
3:45 p.m. – 4:45 p.m.

Each year, “Driving Tourism” will feature a special seminar designed to appeal to a specific segment of our diverse industry. This year’s “Driving Tourism Spotlight” shines on RV Travel. Dorothy H. “Dottie” Maitland will hit the ground rolling with her acclaimed program that generates new tourism traffic for all destinations, festivals and campgrounds, and even hotels! The seminar will present the demographics of the RV traveler and will show the delegates how to market to this group with words and hands on demonstration.

“Pure Michigan”
George Zimmermann, Travel Michigan
8:30 a.m. – 9:15 a.m.

George Zimmerman joined Travel Michigan in October 2001 and is currently the Vice President of Travel Michigan for the MEDC. A consummate speaker, travel writer, and effective tourism marketer, George is described as the single best director to have ever served Travel Michigan and our industry.

“Pure Michigan”—2007 Results, 2008 Action Plan

In her State of the State address, Governor Granholm announced additional funding for tourism promotion that could total up to $50 million. Travel Michigan’s national award-winning “Pure Michigan” campaign is recognized as one of the most emotive, effective and admired ad campaigns in Michigan history. Travel Michigan’s website is the most frequently visited nationwide and receives enthusiastic reviews from industry veterans and tourism consumers alike. George will provide an overview of the new, EXPANDED 2008 campaign, and provide tips on ways you can cost-effectively tie-in to the award-winning “Pure Michigan” brand.

Michigan Tourism Strategic Plan Implementation Successes
9:15 a.m. - 10:30 a.m.

One of the highpoints of last year's conference was the unveiling of the Michigan Tourism Strategic Plan, a plan created by the industry for the industry. At this session, members of the Michigan Travel Commission and other industry leaders will reveal the progress to date in implementing Michigan's first-ever tourism industry strategic plan. Plan to be part of this important dialog as our industry plots its future!

Michigan’s GREEN Lodging & Tourism Initiatives
John Sarver
2:00 p.m. - 3:00 p.m.

Green Lodging and the expansion of “green” management practices are hot topics throughout Michigan’s tourism industry. John Sarver, Director of the State of Michigan’s Energy office will provide an overview of the Green Lodging program; ways its principles can be applied to the benefit of any tourism business, and how that better positions your business for eco-friendly guests and customers. Specific tips will be offered to hotels, golf course owners, campgrounds and other industry segments. Learn how going green can increase traffic to your business, keep your budget in the black and position you to take advantage of the growing green trend. Join John Sarver in jumping into the “green” of things for 2008!

E-Marketing for Urban Appeal
3:30 p.m. – 5:00 p.m.

Explore how e-marketing with an urban focus has been activated across the state of Michigan through e- Magazines such as Model D in Detroit and Rapid Growth in Grand Rapids, RSS-feeds, and unique e-Partnerships as a means to capture new audiences. Learn how to apply these tools as the panelists discuss what works and what has produced the best results for their cities. The panel will feature Paul Schutt, Co-Founder, Issue Media Group along with representatives from Michigan’s leading urban communities.

What’s Your Story? Tapping Travel Media
3:30 p.m. – 5:00 p.m.

Find out from experienced travel writers what they’re looking for and how to pitch newsworthy story ideas to maximize awareness of your property, business, destination or major event. Travel Michigan's Public Relations team leads the session with an overview of its strategy to implement tourism publicity for Michigan, and offers tips on how you can better leverage those efforts to your advantage. A Q/A session will follow the panel presentation. Leave the session with the top ten ways to generate great news about your destination.

Lights, Camera, Action……Michigan!
3:30 p.m. – 5:00 p.m.

“The Film Industry is a Billion Dollar Industry - Are you ready to host a Hollywood film?”

Get the latest report on Michigan’s new tax incentive legislation, designed to encourage more production companies to film movies in Michigan. Discover how your community can attract film business; the beneficial impact it can have on your local economy; and gain insights from film industry insiders.

Human Resource FAQ
Steve Palazzolo
3:30 p.m. – 5:00 p.m.

Steven Palazzolo practices in the area of labor and employment law with an emphasis on counseling clients on employee relations issues, policy development, NLRB, ADA, FMLA and international labor relations. What do Human Resources professionals really want to know? In this program Palazzolo will discuss the issues HR professionals really care about. From the Americans with Disabilities Act to “wrongful discharge” this interactive and entertaining program will provide you what any HR professional or manager must know. If you supervise employees, you’ll benefit big-time from this session.