*schedule subject to change
MONDAY, SEPTEMBER 9 (Pre-Conference/Conference Day 1)
8:00 am – 5:00 pm | Registration
Mayo Civic Center Ballroom Lobby South
9:00 am – 2:00 pm | Exhibitor Set-Up
Mayo Civic Center Ballroom 1
12:00 pm – 2:00 pm | Lunch on your own
Downtown Rochester
2:00 pm – 2:30 pm | Conference Welcome
Mayo Civic Center Ballroom 1
Welcome to the 27th annual UMCVB Fall Conference!
Presented by:
- Brent Cory, President & CEO of Enjoy Eagan and the UMCVB Board President
- Joe Ward, President of Experience Rochester MN
2:30 pm – 3:30 pm | Opening Keynote
Mayo Civic Center Ballroom 1
Yes Is the Answer
Christine Trippi is the author of Yes Is the Answer, the #1 bestselling book for hospitality on Amazon, and Founder & Chief Energy Officer at The Wise Pineapple. This private hospitality brand connects ambitious leaders to their goals. Christine has been serving select, full and resort properties for 36+ years and she helps hotel teams to Be Confident, Empowered, and Lead from the Heart through mindset and proprietary strategy that leverages each leader to take action and get Sweet Results!
Presented by: Christine Trippi, Speaker | Author | Consultant, The Wise Pineapple
3:30 pm – 4:00 pm | Break & Visit Exhibitors
Mayo Civic Center Ballroom 1
4:00 pm – 4:45 pm | Concurrent Sessions 1
Suite 108
Navigating DEI Fatigue
In recent years, diversity, equity, and inclusion (DEI) have become integral to how organizations operate. With the growing emphasis on DEI, a new buzzword has emergerd, DEI fatigue. It’s essential for DEI practictioners in the leisure and hospitality sector to recognize DEI fatigue, understand where it comes from, and take practive steps to prevent it. To hel pyou navigate this journey, Najauan White with Miles Partnership, will share some best practices that will help keep the DEI conversation alive and ensure it thrives in your organization.
Presented by: Najauna White, Miles Partnership
Suite 109
The 50 Cups of Coffee Challenge
This networking challenge will help YOU grow, learn, connect, and get Sweet Results!
Presented by: Christine Trippi, Speaker | Author | Consultant, The Wise Pineapple
Suite 110
Working With Your Stakeholders
Hear from Meet Minneapolis and Visit Saint Paul talk about how they’ve shifted their partner engagement strategy to advance community priorities.
Presented by: Jeff Baidoo, Meet Minneapolis, Chelsea Fey, Visit Saint Paul
Suite 111
To Sports Commission or Not
What is the best way for your destination to tackle the sports market. Huddle Up Group will moderate with panel to discuss how different destinations have their sports tourism set up.
Moderated by: Jon Schmieder, Huddle Up Group
Presented by: Panelists TBA
4:45 pm – 5:00 pm | Break & Visit Exhibitors
Mayo Civic Center Ballroom 1
5:00 pm – 5:45 pm | Welcome Happy Hour
Mayo Civic Center
Hosted by Tempest
6:00 pm – 9:00 pm | Opening Reception
Mayowood Stone Barn
More information to come
Sponsors: Experience Rochester, Tempest
TUESDAY, SEPTEMBER 10 (Conference Day 2)
7:00 am – 5:00 pm | Registration
Mayo Civic Center Ballroom Lobby South
7:30 am – 8:30 am | Breakfast Buffett
Mayo Civic Center Ballroom 1
8:15 am – 8:45 am | Welcome & Announcements
Mayo Civic Center Ballroom 1
8:45 am – 9:45 am | Morning Keynote
Mayo Civic Center Ballroom 1
Embracing Bold Collaboration: Creating destination vibrancy through the power of partnerships.
Zelms’ career has allowed her to work in urban communities in the heart of Texas and the north shore of Chicago, (where she dabbled in improv at The Second City), world-class visitor destinations in the high desert of Arizona, the vibrant and diverse community of Mankato, MN and now Rochester – a global destination for healthcare. Zelms is an International City/County Management Association (ICMA) credentialed manager, was awarded the ICMA Assistant Excellence in Leadership Award in 2014 and is a 2017 graduate of the Senior Executive Institute at the University of Virginia. She holds a Master of Public Administration from the University of Kansas and a Bachelor’s Degree in Public Administration from Augustana College. As City Administrator, she is responsible for providing strategic leadership and direction for overall City operations as well as carrying out the policies and ordinances of the City Council, coordinating with the Mayor, and directing the administrative functions and operations for service areas supported by a team of over 950 employees and a budget of almost $580M.
Presented by: Alison Zelms, City Administrator, City of Rochester MN
9:45 am – 10:15 pm | Break & Visit Exhibitors
Mayo Civic Center Ballroom 1
10:15 am – 11:00 am | Concurrent Sessions 2
Suite 108
Understanding the American Traveler Sentiment and what it means for Destination Organizations
Hear the latest data and trends from Longwoods International’s monthly research.
Presented by: Melissa Luebbe, Longwoods International
Suite 109
Podcasting and Media Strategies for DMOs
Session Description TBA
Presented by: Bill Von Bank, Experience Rochester
Suite 111
Navigating Large Scale Sporting Events
Join representatives from a panel of organizations as they explore the success, impact, and key lessons from hosting large scale sporting events such as the NFL Draft, Stanely Cup, etc. Discover how community engagement, strategic partnerships, and innovative marketing strategies make the events stand out. Gain actionable insights that destinations organizations can apply to hosting events of any size in their communities.
Presented by: DMO Panel Members TBA
11:00 am – 11:15 am | Break
11:15 am – 12:00 pm | Concurrent Sessions 3
Suite 108
Assessing Your Grant Program
Many DMOs have a grant program but no two are alike. Panelists from large, medium and small DMO’s share their experience (good and bad) with a grant program and answer questions about how each is structured, funded and evaluated. Come to this session with questions and ready to discuss with your peers.
Presented by: Laura Shoen Carbonneau, Visit Brookings, Additional DMO Panel Members TBA
Suite 109
Unlock Destination Success: Applying Data-Driven Strategic Planning Principles
Our destination landscape is changing — it is time to stop reacting and start responding. Dive into the world of continuous strategic planning, where real-time intelligence and a zoom out approach shape the journey to destination success for years to come. Join this session to learn about the four Strategic Planning Principles (Destination Leadership, Demand Optimization, Marketing Strategy & Impact Reporting) and a step-by-step guide of how to integrate this intelligence-driven approach into your own planning efforts. Plus, a panel of your peers will share how they apply data-led decision-making to lead their community and cultivate a more vibrant visitor economy.
Presented by: Adam Johnson, Zartico, DMO Panel Members TBA
Suite 110
Steps to Success: VISIT Milwaukee’s Simple Path to Sizeable Results
Milwaukee is much more than meets the eye — and VISIT Milwaukee wanted to communicate that with a total brand refresh. With help from Simpleview, VISIT Milwaukee acquired a fresh logo, unique typography, and a “low-key cool” color palette that celebrates Milwaukee’s nostalgic energy with a modern flair. The new website sparks curiosity and inspires potential travelers to book, and has an army of integrations to boot. Join this session to learn the steps to success behind VISIT Milwaukee’s 386% increase in active website users!
Presented by: TBA, Simpleview and TBA, Visit Milwaukee
Suite 111
Building Skills to Manage Life’s Challenges/Enhance Resiliency & Manage Stress
Stress is universal; the way we respond to stress is not. In this interactive session, you will learn about the origin of stress; explore ways to build your resilience and experience techniques such as breathing and focus that can be put to use immediately. Reduce the impact stress has over you by learning to manage and grow from life’s challenge.
Presented by: TBA, Mayo Clinic
12:00 pm – 12:30 pm | Lunch Buffet & Visit Exhibitors
Mayo Civic Center Ballroom 1
12:30 pm – 1:30 pm | Luncheon Keynote
Mayo Civic Center Ballroom 1
Session Title TBA
Session Description TBA
Presented by: Andreas Weissenborn, VP, Research & Advocacy, Destinations International
1:30 pm – 2:00 pm | Break & Visit Exhibitors
Mayo Civic Center Ballroom 1
2:00 pm – 3:00 pm | Award Presentations
Mayo Civic Center Ballroom 1
Presentations for the Bureau Innovation Award will take place and be voted on by you, the audience, to choose the winner(s) this year. Geist Up and Coming Leader Award and McDaniels Individual Professionalism and Lifetime Achievement Award winners will both be announced and presented.
3:00 pm – 3:30 pm | Refresh at hotels
3:30 pm – 4:00 pm |Travel to Experience Tours
Information TBA
4:00 pm – 5:30 pm | Experience Tours
Explore what makes Rochester unique with three different adventures that highlight the community’s rich history and art scene, the award winning breweries, and the ever famous Mayo Clinic Campus!
- Mayo Clinic Tour: Mayo Clinic is the beating heart of our community. Providing jobs to over 60,000 residents and care to over a million patients from around the world annually. Come see what sets Mayo Clinic apart from the rest, making them the #1 Hospital in the country!
- Brewery Tour: Rochester’s craft brewery scene has exploded over the past decade! Check out two of our local favorite breweries while riding in one of Rochester’s novelty trolleys.
- The Amazing (Rochester) Race: Explore downtown by foot and experience the diverse businesses that enrich our community through art, history and local cuisine! Your friends at the Convention and Visitors Bureau teamed up with Neighborly Group to create a custom scavenger hunt to help you navigate our city and discover some of Rochester’s unique hotspots!
5:30 pm – 7:00 pm | Pre-Dinner Reception
River Front Plaza
More information to come
Sponsors: Experience Rochester, Simpleview
7:00 pm – 10:00 pm | Dine Around Rochester
dinner on your own
WEDNESDAY, SEPTEMBER 11 (Conference Day 3)
7:00 am – 12:00 pm | Registration
Mayo Civic Center Ballroom Lobby South
7:30 am – 8:30 am | Breakfast Buffett
Mayo Civic Center Ballroom 1
8:15 am – 8:30 am | Welcome & Announcements
Mayo Civic Center Ballroom 1
8:30 am – 9:30am | Morning Keynote
Mayo Civic Center Ballroom 1
Life, Liberty and the Pursuit of Happiness in the Tourism Industry – Tales from the New York Sherpa’s Million Miles on the Road
When most people are asked what they really want, they say “to be happy”. While our work is promoting destinations most of us must unlearn the idea that happiness is a destination we can only get to “when…”. Josiah Brown, or the New York Sherpa as he is called, will take you through his journeys of now nearly 1 millino driven miles and the lift, health and mental challenges he has faces and how “Happiness now” changed it all.
Presented by: Josiah Brown, The New York Sherpa | President/CEO, Famous Destination Marketing
9:30 am – 9:45 am | Break
Mayo Civic Center Ballroom 1
9:45 am – 10:30 am | Concurrent Sessions 4
Suite 108
The Print Travel Guide of the Future
Print is not dead, but yours might be. Learn from our experience of talking to thousands of travelers per year on what they are looking for in travel guides and why it’s an essential part of your local advocacy efforts as well.
Presented by: Josiah Brown, Famous Destination Marketing
Suite 109
Beyond Innovation
Hear from a few past winners of the UMCVB Bureau Innovation Award. They will give us an update on how their innovative projects have continued to benefit their community and what new innovative ideas/campaigns have been implemented.
Presented by: DMO Panel Members TBA
Suite 110
Ask an Expert: Inclusivity and Accessibility
Amy Jukes, Cheif Operations Officer at Sage Inclusion, will provide information on how to improve accessibility and inclusivity for the 20% of the population with a disability. Come with your questions and walk away with tangible action steps and information to take back to your organization and community.
Presented by: Amy Jukes, Sage Inclusion
Suite 111
Unlocking Opportunities: Why DMOs Should Embrace Lodging Booking Engines
Dive into the transformative world of lodging booking engines, uncovering the game-changing advantages they bring to destination websites and answering the pivotal question of why DMOs should integrate these tools into their operations. With a focus on strategic insights and tangible benefits from real-world case studies, attendees will explore the compelling reasons behind adopting booking engines, from revenue augmentation to enhanced user experiences. Through this exploration, participants will gain actionable insights to optimize their DMO strategies, leveraging booking engines and indispensable tools for driving destination success.
Presented by: Abigail Pippen, Ripe
10:30 am – 11:00 am | Break & Visit Exhibitors
Mayo Civic Center Ballroom 1
11:00 am – 12:00 pm | Closing Keynote
Mayo Civic Center Ballroom 1
Session Title TBA
Session Description TBA
Presented by: Sam Richter, Speaker | Author, Sam Richter
12:00 pm – 12:15 pm | 2025 Welcome Presentation
Mayo Civic Center Ballroom 1
Next Host of UMCVB TBA