*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
- Maureen Bausch, Bold North Associates
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 102
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 emerged, DEI fatigue. It’s essential for DEI practitioners in the leisure and hospitality sector to recognize DEI fatigue, understand where it comes from, and take practice steps to prevent it. To help you navigate this journey, Najauana 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 103
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 104
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
Moderated by: Sidney Abramson, Tempest
Suite 105
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: Dave Herrell, Visit Quad Cities, Jared Bruggeman, Joplin Sports Authority, Pam Seidl, Fox Cities CVB
4:45 pm – 5:00 pm | Break & Visit Exhibitors
Mayo Civic Center Ballroom 1
5:00 pm – 5:45 pm | Welcome Happy Hour
West Lobby, Mayo Civic Center
Join us for a snack and a drink to network with your peers, the UMCVB Board, and our incredible sponsors.
Hosted by Tempest
6:00 pm – 9:00 pm | Opening Reception
Mayowood Stone Barn
Step into Rochester’s storied past at UMCVB’s Welcome Reception, hosted at the stunning Mayowood Stone Barn. Once a horse stable on the famed Mayo Brothers’ estate, this beautifully restored venue now offers a truly unique setting. Savor local flavors, groove to live music, and soak in the incredible atmosphere of this historic gem!
Sponsors: Experience Rochester, Tempest, Enjoy Eagan, Visit Roseville, Experience Burnsville, Midwest Meetings
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 102
Understanding the American Traveler Sentiment and what it means for Destination Organizations
In this session, we will explore the most recent findings from Longwoods International’s ongoing monthly research on American travel sentiment. Discover how evolving consumer attitudes toward travel planning, inflation, personal finances, and a destination’s political reputation are shaping the travel industry. With a special focus on the mindset shifts of today’s travelers, this data-driven presentation will provide actionable insights to help destination organizations make informed decisions in marketing, business development, and visitor engagement strategies. Attendees will walk away equipped with a deeper understanding of key trends and how to leverage this knowledge to stay competitive in a rapidly changing market.
Presented by: Melissa Luebbe, Longwoods International
Suite 103
Destination Storytelling: Elevating Your DMO with Podcasts
Join podcasters Bill Von Bank, Vice President of Marketing and Communications for Experience Rochester, and Nick Meisner, Vice President of Digital Marketing and Communications for Discover Green Bay, as they share insights into the development of their podcasts and why they have become integral to their content strategies. This session is moderated by Bill Geist, Chief Instigator at DMOproz and host of the DMOU Podcasts.
- Growing Destinations – Your go-to source for insightful discussions on destination development. Based in Rochester, Minnesota, the Growing Destinations podcast delves into the strategies, challenges, and successes that drive community growth. Each episode features in-depth conversations with local and national experts, uncovering universal themes and innovative practices that can be applied to any city or region. Presented by Experience Rochester.
- The 920 Show – The area code of the Green & Gold. A city on a bay. The land of cheese curds. Titletown. The Toilet Paper Capital of the World. We are Green Bay, Wisconsin! We’ll dive into all things Green Bay and the best ways to experience our city, from outdoor recreation to attractions, delicious restaurants and wine, beer, and cocktails, sports, events, and everything in between all year round. Hosted by Discover Green Bay.
Presented by: Bill Von Bank, Experience Rochester, Nick Meisner, Discover Green Bay
Moderated by: Bill Geist, DMOproz
Suite 104
Leveraging CRM Data for Actionable Sales Strategies
Join us as we share ways destination marketers and sales teams can leverage the power of their CRM’s Group Pace and other reporting to increase sales effectiveness, assist lodging partners with pricing strategies, and unlock other methods to improve the destination’s performance.
Presented by: Brent Foerster, Tempest
Suite 105
Physical Activity for the Body, Mind & Spirit
This is the principal presentation on “why” physical activity is important to living a healthy lifestyle. This presentation will discuss the importance of cardiovascular fitness, strength, balance and flexibility training as well as the significance of incorporating light activity (NEAT) into daily routines.
Presented by: Thom Rieck, MA, CSCS, CRAT, Mayo Clinic
11:00 am – 11:15 am | Break
11:15 am – 12:00 pm | Concurrent Sessions 3
Suite 102
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
Suite 103
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, Tim White, Visit Wausau, Lauren Las, Heritage Corridor Destinations
Suite 104
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: Kelly Fitzpatrick, Simpleview and Joshua Albrecht, Visit Milwaukee
Suite 105
Navigating Large Scale Sporting Events
Join representatives from a Discover Green Bay as they discuss the process and impact of hosting large scale sporting events such as the NFL Draft and NFL Gamedays. 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: Brad Toll & Nick Meisner, Discover Green Bay
12:00 pm – 12:30 pm | Lunch Buffet & Visit Exhibitors
Mayo Civic Center Ballroom 1
12:30 pm – 1:30 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.
1:30 pm – 2:00 pm | Break & Visit Exhibitors
Mayo Civic Center Ballroom 1
2:00 pm – 3:00 pm | Afternoon Keynote
Mayo Civic Center Ballroom 1
Destination Organizations: Known, Valued, Empowered
The roadmap and releases of Destinations International from being a common good to being a catalyst for community vitality.
Presented by: Andreas Weissenborn, VP, Research & Advocacy, Destinations International
3:00 pm – 3:30 pm | Refresh at hotels
3:30 pm – 4:00 pm |Travel to Experience Tours
Meet in the lobby of the Civic Center, follow signs to your chosen experience tour. All busses will be leaving at 4:00pm.
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! Recommended attire for tours is casual with comfortable walking shoes. Register for your tour here!
- Brewery Tour: Rochester’s craft brewery scene has exploded over the past decade! Check out two of our local favorite breweries, Forager Brewery and Little Thistle Brewing Co., while riding in one of Rochester’s novelty trolleys.
- Harvest & Healing Tour: Learn about Rochester’s dynamic agricultural community with Squash Blossom Farm and experience a variety of unique activities centered around the City’s health and wellness initiatives from farm to fork cooking demonstrations and private tastings to meditation and movement classes in the garden!
- Mayo Clinic Tour: Experience Rochester has designed a custom tour exclusive for UMCVB guests – take a stroll through Mayo’s campus and witness the beautiful art, history and landscaping + a private tour the Mayo’s state-of-the-art Simulation Lab. Come see what sets Mayo Clinic apart from the rest, making them the #1 Hospital in the country!
5:30 pm – 7:00 pm | Pre-Dinner Reception
River Front Plaza
Join us for an unforgettable happy hour on the Mayo Civic Center’s River Front Plaza, brought to you by Experience Rochester! Sip on free refreshments and groove to live music as you take in stunning views of the Zumbro River and Downtown Rochester. Afterward, treat yourself to dinner at one of Rochester’s local gems, all just a short stroll from your hotel.
Sponsors: Experience Rochester, Simpleview, Oakview Group (OVG Hospitality)
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
8:30 am – 9:00 am | Welcome & Announcements
Mayo Civic Center Ballroom 1
9:00 am – 9:15 am | Break
Mayo Civic Center Ballroom 1
9:15 am – 10:00 am | Concurrent Sessions 4
Suite 102
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 103
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: Cynthia Porter, Visit Winona, Brad Mellema, Grand Island Tourism, Julie Kronlage, Travel Dubuque
Suite 104
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 105
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
10:00 am – 10:30 am | Break & Visit Exhibitors
Mayo Civic Center Ballroom 1
10:30 am – 11:30 am | Closing 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
11:30 am – 11:45 am | 2025 Welcome Presentation
Mayo Civic Center Ballroom 1
Next Host of UMCVB TBA