UMCVB Fall Conference Agenda

U.S. National & Midwestern Regional Resident Sentiment Towards Tourism | Melissa Luebbe, Longwoods International | Oaktag/Parchment/Crown/Bond
Gain a clear understanding of how Americans feel about tourism in their communities with the latest findings from Longwoods International’s U.S. Resident Sentiment Towards Tourism Study. This session delivers timely insights drawn from nationwide research, offering a detailed look at how public sentiment toward tourism continues to evolve. From economic impact to quality of life, infrastructure, and environmental concerns, the data highlights shifting priorities and expectations across key demographic groups and Midwestern regional benchmarks. Whether you’re navigating destination stewardship conversations, working to strengthen community support, or aligning messaging with public values, these findings provide essential KPIs to inform your strategy.

Game Plan for Success: Leveraging Websites to Maximize Large-Scale Events | Chris George, Simpleview, Nick Meisner, Discover Green Bay, & Josh Albrecht, Visit Milwaukee | Rosewood/Linden
When a major event like NFL The Draft comes to town, how can DMOs ensure they’re capturing attention, driving traffic, and keeping visitors engaged? This session takes a behind-the-scenes look at how Green Bay prepared for The Draft, with insights into website strategies, collaborative marketing efforts, and how DMOs across Wisconsin played a role in amplifying the event. Learn how to optimize your digital presence to make the most of large-scale events, ensuring your destination is part of the conversation before, during, and after the big event.

Embracing a Regional Tourism Economy | David Kress, Deputy Director of Community Development, City of Appleton, Mike Patza, Community Development Director, Town of Grand Chute & Sam Schroeder, Director of Community Development, Village of Kimberly | Briarwood/Ebony
The Fox Cities has long taken a regional approach to promoting and developing tourism. Hear from Fox Cities community leaders on why and how they support and engage with their DMO and tourism businesses to ensure a healthy and vibrant destination.

“Would You Work for You?”: A Leadership & Culture Transformation Workshop | Anna Tanski, Fired Up! Culture, & Dave Herrell, Visit Quad Cities | Oaktag/Parchment/Crown/Bond
Join Anna Tanski, Midwest Regional Director at Fired Up! Culture, alongside Dave Herrell, President & CEO of Visit Quad Cities, for an engaging, interactive deep dive into the powerful “Would You Work For You?” model. Through a real-world case study of Visit Quad Cities, Anna and Dave will share the strategic goals, key activities, and measurable outcomes that drove transformation—both at the Board of Directors level and across the team and staff. Participants will actively apply these proven concepts to their own leadership styles and organizational priorities, guided step-by-step by Anna and Dave. You’ll leave the session with:

• A clear understanding of the “Would You Work For You?” framework
• Insights from an authentic, results-driven transformation journey
• A tangible, actionable plan to kickstart leadership development and culture shaping within your own organization

This is more than a conversation—it’s your first step toward building the leadership culture you’ve always envisioned.

Tackling Short-Term Rentals: Strategies for Compliance and Accountability | Juliana Behme, Door County Tourism Zone Commission & Terry Mattson, Galena County Tourism | Rosewood/Linden
Join industry professionals to explore what can be done to manage short-term rentals in the community and how to leverage available compliance tools. From tracking down unpermitted properties to reconciling reporting, this presentation will explore how to work within the scope of state and local laws to maximize the benefit of short-term rentals.

Maximizing Sales ROI: Trends, Tools & Insights from Leading DMOs | Brent Foerster, Tempest, with Think Iowa City, Visit Milwaukee and Visit Brookfield | Briarwood/Ebony
DMO sales strategies are evolving — are you keeping up? Join Brent Foerster of Tempest as he moderates a conversation with top sales leaders from Think Iowa City, Visit Milwaukee, and Visit Brookfield. From sourcing new leads to optimizing your team’s efforts, this panel will dive into the latest sales trends, tech tools, and strategies DMOs are using to increase impact and drive measurable results.

Executing Exceptional Guest Experiences | Pam Seidl, Fox Cities CVB, Aaron Hahn, Wisconsin Timber Rattlers, Maria Van Laanen, Fox Cities Performing Arts Center & Abe Weber, Appleton International Airport | Oaktag/Parchment/Crown/Bond
Every industry can benefit from anticipating and exceeding guest expectations to create positive and memorable moments. Attend and hear our panel of local experts sharing their strategies for executing exceptional guest experiences that you can incorporate into your business or organization. Hear insights from the award-winning Wisconsin Timber Rattlers, Fox Cities Performing Arts Center, and the Appleton International Airport.

5 Tech Gadgets to Produce Quality In-House Video Fast | Brian Matson, TwoSix Digital | Rosewood/Linden
In this session, Brian will show a “perfect setup” for capturing high-quality video and audio for use on social media channels to promote your destination on a shoestring budget. You don’t have to break the bank to ensure that you get a quality result. You will learn about some great new tech tools to add to your bag and get some quick tips to streamline your video production process.

DMO Board Governance | Bill Geist, DMOproz | Briarwood/Ebony
There are a myriad of challenges facing today’s Destination Marketing Organizations. For Bill Geist, one of the most challenging is an unengaged Board of Directors. In this session, he’ll unpack the causes behind this growing malaise and suggest ways that smart Destination Leaders can flip their Boards from being worthless to worthy.

Embracing the Future of Search: Successful Content Strategies for 2025 and Beyond | Kyle Huff, Tempest | Oaktag/Parchment/Crown/Bond
Prepare your website’s content for the evolving search landscape with strategies designed to enhance discoverability by AI-driven tools and capture organic traffic. This session covers essential steps to future-proof your content, optimize for advanced search algorithms, and align with the latest trends to keep your destination top-of-mind in the modern search ecosystem.

The Power of Advocacy: Advancing Tourism Through Public Policy | Iowa State Senator Carrie Koelker, Travel Dubuque | Rosewood/Linden
With over 30 years in tourism and seven years in the Iowa State Senate, Carrie Koelker has built a career at the intersection of destination marketing and public policy. A tireless advocate for rural development, community revitalization, and the tourism industry, Carrie has championed legislation and funding that strengthen local economies and elevate Iowa as a destination. In this engaging session, she’ll share her personal journey from tourism professional to policymaker and offer insights on how you can be a stronger advocate for your destination in today’s political climate.

Brand Expression: A Look Beyond Logos | Jenna Ferrell and Jeff Eriksen, McDaniels Marketing | Briarwood/Ebony
A swoosh. Two gold-colored arches. A popular fruit. Even without names, almost everyone on the planet can tell you which companies are behind these symbols. But as powerful as logos are, they are not a brand. In this presentation, we’ll walk you through our creative process, show examples of brand development and expression for communities in the Midwest and share our thoughts on how branding can make a place feel more like a person. And when done right, can even help people fall in love with your destination.

The Intersection of TV Viewership & Travel Intent| Adam Johnson, Adara & Josh Albrecht, Visit Milwaukee | Oaktag/Parchment/Crown/Bond
Does national attention from TV really drive economic impact — and is it worth hosting major shows? Visit Milwaukee explored this by partnering with Adara during Top Chef, uncovering how viewership translated into hotel and flight bookings. Visit Indy tapped into the Caitlin Clark effect, blending Indiana Fever audiences with travel intent data to attract visitors. Discover the measurable influence of national TV programming on local tourism and how it can be combined with travel intent for even stronger results.

Make the Trip Worth It by Making the Place| Tavis Hall, Experience Waterloo | Rosewood/Linden
Today’s DMOs can’t simply promote a destination — they must help shape it. Especially in the Midwest, successful organizations are investing in product development and working with residents to create vibrant, authentic places visitors want to experience. This session explores localized strategies to engage communities and build destinations that truly deliver.

Bureau Innovation Revisited: Bob the Bridge (and Friends) | Christine Eipperle, Visit Omaha | Briarwood/Ebony
In this session, we hear from Visit Omaha as they give us an update on what’s new with Bob the Bridge. Did he find love (and expand his family)? Who is his new roommate? How does he maintain a normal life while living in the public eye? Get all these answers and more as we revisit the 2018 winner of the Bureau Innovation Award.