NOON

Industry Committee Meetings

8 A.M.

Registration

8:30 - 9:30 A.M.

Breakfast | Grand Ballroom Foyer

Breakfast will be available for an hour outside of the Grand Ballroom. If you are attending the First-Time Attendee Seminar at 8 a.m., breakfast will be provided to you in the session.

8 - 9 A.M.

First-Time Attendee Seminar | Ballroom 2
Amber Rich | Director of Engagement, Visit California

Familiarize yourself with Visit California and the Golden State’s premier travel industry conference. Get the most out of Outlook Forum by identifying which conference sessions offer the most value to you and your organization. Breakfast will be provided.

9:30 - 10:30 A.M.

Dream and Deliver | Grand Ballroom
Caroline Beteta | President & CEO, Visit California

Immerse yourself in a vision-setting session on the future of the California brand. Learn about the tentpoles of Visit California's evolving program of work and how you can engage with and leverage this global platform in your marketing efforts.

10:30 - 11:30 A.M.

Titans of Travel | Grand Ballroom
Caroline Beteta | President & CEO of Visit California
Roger Dow | President & CEO, U.S. Travel Association
Chris Thompson | President & CEO, Brand USA
Don Welsh | President & CEO, Destinations International

Visit California CEO Caroline Beteta moderates a Q&A with three U.S. tourism executives. They'll share their perspectives on pressing issues in tourism going into the new decade.

11:30 A.M. - 12:30 P.M.

Lunch | Grand Ballroom Foyer

12:30 - 1:15 PM

Traveling with Purpose | Ballroom 2
Jessica Blotter | CEO & Co-Founder, Kind Traveler
Matt Leedham | Founder, Travel to Change the World & Karryon

Many of the most successful travel businesses and destinations today are appealing to “transformational travelers” in search of personal wellness and ethical tourism. Hear from leaders in this space who will offer practical opportunities to augment your marketing and product to appeal to this red-hot demographic.

12:30 - 1:15 P.M.

Everyone Outside: Promoting Diversity and Inclusion | Grand Ballroom
MODERATOR Brian Heifferon | CEO & Co-Founder, The Outbound Collective
Teresa Baker | Founder, Outdoor CEO Diversity Pledge
Danica Carey | Director of Marketing Operations, Seirus Innovative Accessories, Inc.
Jose Gonzalez | Founder & Director Emeritus, Latino Outdoors

Though California’s plentiful state and national parks are a major draw, they struggle to attract non-white and LGBTQ visitors, who report that they often don’t feel welcome or safe. Join leading advocates and outdoor brands in a conversation on how to make outdoor adventure accessible and desirable for everyone.

12:30 - 1:15 P.M.

California Now: Live Podcast | Ballroom 11
Soterios Johnson | Host, California Now Podcast
Phil Rosenthal | TV Writer & Producer, Host of Somebody Feed Phil

1:30 - 2:15 P.M.

Embracing Destination Management of the Future | Ballroom 2
Greg Oates | Senior Vice President of Innovation, MMGY NextFactor

It is essential to build sustainable strategies that consider both community and economic development to encourage public and industry buy-in. Leave with a sustainability roadmap that draws inspiration from global destinations who are charting the way forward in sustainable tourism and equitable community building.

1:30 – 2:15 P.M.

How to Work with Celebrities and Influencers | Grand Ballroom
JD Heyman | Editor-in-Chief, Entertainment Weekly

We live in a celebrity-obsessed culture, so it’s no wonder the world’s leading brands are engaging celebrities and influencers to market ideas and establish connections with consumers. In this dynamic session, JD Heyman will share his insights on why celebrities hold such appeal and how to go about working with them.

1:30 - 2:15 P.M.

Leveraging Geo-location Data to Understand Traveler Behavior | Ballroom 11
MODERATOR Susan Bruinzeel | Sr. Director of Planning and Research, San Diego Tourism Authority
Evelina Giang | Director of Analytics and Data Solutions, UberMedia
Jonathan Tesser | Vice President Research & Insights, NYC & Company

Travelers rely on mobile devices to find their next destination, restaurant or landmark  — activity that generates a wealth of accessible information on tourist preferences. Hear from experts about case studies, how geo-location data works, what it can and can’t tell us and how to leverage this tool with Visit California’s new coop program with UberMedia.

2:30 – 3:15 P.M.

Destination Stewardship: Lessons from the Sustainability Front | Ballroom 2
MODERATOR Costas Christ | CEO, Beyond Green Travel
Jana Apih | Director and Chief Executive, Factory of Sustainable Tourism, GoodPlace
Paul Baribault | President & CEO, San Diego Zoo
Matt Leavell | Director of Design, University of Alabama Center for Economic Development

Travelers and residents are now seeking ways to mediate the negative effects of tourism that risk impacting traveler experiences and the local way of life. This panel of destination stewards will share their sustainable solutions and the long-term benefits they have conferred to tourism businesses and the destinations.

2:30 - 3:15 P.M.

Betting on Sports: The Role of Events in Destination Marketing | Grand Ballroom
MODERATOR Jay Burress | President & CEO, Visit Anaheim
Roy Edmondson | Executive Director, Orange County Sports Commission
Lisa Furfine | CEO, Furfine Network
Mike Testa | President & CEO, Visit Sacramento

Sports tourism is big business that can generate long term benefits for a destination. Even in a soft economy, sporting events reliably draw crowds of spectators and participants. Hear from destination and industry experts on the positive impacts they have experienced, how destinations are chosen and why the growing sports segment should be a key component of your marketing efforts.

2:30 – 3:15 P.M.

Evolution of Earned Media Measurement | Ballroom 11
MODERATOR Stephen Andrews | Vice President of Marketing & Sales, Passport Resorts, LLC
Julie Freeman | Executive Vice President & Managing Director, MMGY NJF
Danny Guerrero | Vice President & Group Account Director, MMGY Global
Mo Hamid | Special Advisor to the Board, Glean.info

After years of research and testing, Visit California is implementing a more accurate and meaningful methodology to measure earned media progress. Learn how the next generation of earned media measurement will examine media coverage through three lenses: quantitative, qualitative and competitive.

3:30 - 4:30 P.M.

View from Above: What's Ahead in Aviation | Grand Ballroom
Oscar Munoz | CEO, United Airlines
Caroline Beteta | President & CEO, Visit California

United Airlines CEO Oscar Munoz will close out day one by touching on today's airline trends and his view of what lies ahead for this rapidly changing industry.

5 - 6 P.M.

Sunset Reception | Marina Terrace
Hosted by San Diego Tourism Authority

Join fellow attendees for a reception followed by a free evening to enjoy the sites of downtown San Diego.

8:30 - 9:30 A.M.

Breakfast | Grand Ballroom Foyer

Breakfast will be available for an hour outside of the Grand Ballroom. If you are attending any of the How to Get Involved sessions at 8 a.m., breakfast will be provided to you in the session.

8 - 9 A.M.

How to Get Involved: Public Relations | Ballroom 11
Angie Pappas | Director of Public Relations, Visit California

Hear from the public relations team and fellow industry members on how to best leverage Visit California’s global earned media program and integrate your own programs to get your destination messages out to the world. Breakfast will be provided.

8 - 9 A.M.

How to Get Involved: Consumer Content | Ballroom 2
Gwynne Spann | Director of Consumer Content, Visit California

Visit California’s aspirational consumer content is designed to inspire and influence destination selection. Hear from the consumer content team about ways you can leverage the global efforts that reach potential visitors daily. Breakfast will be provided.

8 - 9 A.M.

How to Get Involved: Research | Ballroom 4
Heather Huckeba | Director of Research, Visit California

Visit California invests a significant amount every year in research that you have access to as a part of California’s tourism industry. Hear from the research team about what reports are commis­sioned throughout the year and what coops are available to help inform your own efforts. Breakfast will be provided.

8 - 9 A.M.

How to Get Involved: Travel Trade | Ballroom 1
Aida Osta | Director of Travel Trade, Visit California

Hear from the travel trade team on the global program of work that involves trade shows, agent trainings, coops and more. Learn how you can participate and help your brand reach essential consumer, trade and media audiences. Breakfast will be provided.

9:30 - 10:30 A.M.

Global Destination Leaders | Grand Ballroom
MODERATOR Ernie Wooden Jr.| President & CEO, Los Angeles Tourism & Convention Board
Luis Araujo | President, Turismo de Portugal
Miguel Sanz Castedo | Director of Tourism, Madrid Destino
Adel El Fakir | CEO, Visit Morroco

Shifting traveler preferences and new global competition are reshaping the tourism economy. Global tourism leaders discuss how they are adapting to the industry’s most significant challenges.

10:30 - 11:30 AM

Around the World | Grand Ballroom
Lynn Carpenter | Vice President of Marketing, Visit California
Leona Reed | Associate Vice President of Global Marketing, Visit California
Visit California's International Managing Directors

Join the managing directors of Visit California’s 13 international offices and pilot programs in the Middle East for a 60-minute trip around the world to hear insights into travel trends, competitive analysis and international traveler profiles.

11:30 AM - NOON

Lunch | Marina Terrace

NOON - 1 P.M.

International Office Networking | Marina Terrace

Following lunch, network with Visit California's international offices and agency network.

1 - 1:45 P.M.

India 360 | Ballroom 11
MODERATOR Sheema Vohra | Visit California Managing Director, India
Andrew van der Feltz | Senior Director of Business Development, EMEA & APAC, Expedia Group Media Solutions
Kulmeet Makkar | CEO, Producers Guild of India
Kishore Singh | President of Exhibitions & Publications, Delhi Art Gallery

Top experts on U.S.-India travel give you a 360-degree view of Visit California’s top opportunity market. From booking trends to market nuances, luxury appeal and the impact of Bollywood on traveler decision making, this session will give you insights into the Indian traveler.

1 - 1:45 P.M.

Creating a Brand Voice that Resonates | Grand Ballroom
Anna Hrach | Content Strategist, Convince & Convert

It isn’t always what we say — it’s how we say it. Voice and tone are critical to building a brand that can stand apart from the competition. Learn how to market with a voice that’s authentic to your brand and resonates with your audience.

1 - 1:45 P.M.

Resilient California: Facing Crisis Head On | Ballroom 2
MODERATOR Jamie Simpson | Vice President of Global Communications, Los Angeles Tourism & Convention Board
Kent Jarrell | Senior Crisis & Litigation Communications Consultant, APCO Worldwide & Owner, Kent Jarrell & Associates, LLC
Lori Pennington-Gray | Professor & Director of Eric Friedheim Institute, University of Florida

Natural and man made disasters can severely disrupt tourism businesses deterring visitors and sensationalized media headlines. Hear from tourism crisis experts who will share insights and best practices to prepare for crisis, leverage partnerships and minimize short and long-term damage to brands.

2 - 2:45 P.M.

Engaging the Evolving Chinese Consumer | Ballroom 11
MODERATOR Viveca Chan | Chairman & CEO, WE Marketing
Jeff Fish | Co-CEO, Chatly
Kimberly Lee | Associate Director, Tencent International Business Group
Dennis Potgraven | Chief Strategy Officer of Greater China, Havas Group Shanghai

China is now California's No. 1 opportunity market. However, a complex digital ecosystem combined with the rapidly evolving Chinese consumer are barriers to earning their business. Experts share current Chinese marketing trends and strategies to engage Chinese travelers.

2 - 2:45 P.M.

One Size Doesn't Fit All: Creating the Right Content for the Right Platform | Grand Ballroom
MODERATOR Dave Mering | Founder & CEO, Mering
Kat Haro | Associate Media Director, Mering
Kerry Krasts | Creative Director, Mering
Latona Lai | Group Account Director, WE Marketing

To get noticed in the sea of content marketing your organization needs a coherent cross-platform strategy, as well as targeted platform-specific strategies. Leading marketers and creatives break down the audiences, digital media opportunities and share tips for creating attention-grabbing creative assets.

2 - 2:45 P.M.

Connecting the Dots: Key Media Trends that Will Shape 2020 | Ballroom 2
Virna Sekuj | Senior Insights Manager, GlobalWebIndex

Marketing has changed more in the last five years than in the last 50, and the pace is only accelerating. Apply forward-thinking strategies to your 2020 marketing efforts with insights into top-of-mind issues such as privacy, voice technology and user-generated content from a market research expert.

2 - 3:45 P.M.

Navigating Crisis Workshop | Ballroom 4
Kent Jarrell | Senior Crisis and Litigation Communications Consultant, APCO Worldwide & Owner, Kent Jarrell & Associates, LLC
Lori Pennington-Gray | Professor & Director of Eric Friedheim Tourism Institute, University of Florida
Jamie Simpson | Vice President of Global Communications, Los Angeles Tourism & Convention Board

Crisis awaits — how will you react? Enact best practices taught earlier in “Resilient California: Facing Crisis Head On” by managing a mock disaster. Problem-solve a crisis with your industry peers to learn what to do if crisis strikes your area.

*Session will be capped

3 - 3:45 P.M.

Brand Voice Creation Workshop | Ballroom 1
Anna Hrach | Content Strategist, Convince & Convert

When it comes to building a relationship with our audiences, success isn't what we say - it's how we say it. Voice and tone are critical elements to building a distinct brand that can stand apart from the competition. This hands-on workshop will build off of practices learned during the earlier "Creating a Brand Voice that Resonates" session and give attendees the chance to work through fun and engaging voice and tone exercises. 

*Session will be capped

3 - 3:45 P.M.

Airline Trends: Discussing the Runway Ahead | Ballroom 2
MODERATOR Melissa Andretta | Director of International Marketing & Aviation Development, San Francisco International Airport
Andres Jonsson | Director of Network Planning & Scheduling, Icelandair
Howard Mann | Vice President, Campbell Hill Aviation Group
João Pita | Head of Airline Business, São Paolo Airport

Evolving airline industry partnerships and airplane technologies have given passengers new ways to reach — or fly over — your destination. Air industry executives will share insights on the latest trends to keep you on the map and how to collaborate with carriers to attract air travelers.

3 - 3:45 P.M.

The Importance of Adapting to Traveler Needs | Grand Ballroom
Kris Naudts | Founder & CEO, Culture Trip

4 - 5 P.M.

Taking the Trip Less Traveled | Grand Ballroom
Dylan Thuras | Co-Founder, Atlas Obscura

Atlas Obscura has paved the way for sustainable tourism world­wide by parking curiosity in undiscovered sites and hidden gems. Even if your destination is heavily visited, Dylan Thuras will inspire you to think differently about what you have to offer. 

5:30 - 9 P.M.

Poppy Awards | Grand Ballroom Terrace

Join fellow industry members for an evening of celebration and find out who the winners are of the 2020 Poppy Awards.

8 - 9 A.M.

Breakfast

Breakfast will be available for an hour outside of the Grand Ballroom.

9 A.M. - 1 P.M.

Winter Board Meeting

Attend the Visit California Board of Directors meeting to review several noteworthy program milestones and gain an early look at planning for the years ahead.