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2016 TRENDS Conference Speakers

ABOUT REGISTER SPEAKERS AGENDA LEGISLATURE DAY UNITY DINNER HOTEL SPONSORS SILENT AUCTION VOLUNTEER FAQ THINGS TO DO 2016 PRESENTATIONS

New Mexico Hospitlaity Association Hospitality and Trends Conference

Speakers

 
 
 
 
 
 
 
 

Unity Dinner Honored Speakers

 
 
 
 
Governor Susana Martinez

Travel and Tourism Trajectory Panel


State Leadership Panel

 

Travel Editors of Travel and Leisure Publications Panel


Experience, Authenticity and Portmanteaus – Travel Trends for 2016 and Beyond

Keith Nowak, Director of Marketing Communication at Travelocity

A look at the trends that are driving tourism behaviors with a new generation of travelers who are looking for unique experiences that are meaningful, unusual, and yes, Instagrammable.

With almost 20 years of communications experience, Keith has worked in PR long enough to remember faxing press releases and mailing 35 millimeter slides. In those two decades, he has worked across the technology landscape: from hardware to software to services. He began his career in the wireless industry, starting out in paging, then moving on to tenures at Nokia and HTC, where a hectic international schedule gave him firsthand knowledge of the travel industry–insight that proved invaluable when he joined Travelocity in 2014. Since then, he has immersed himself the world of travel tips, tricks and trends as he manages Travelocity’s ongoing communications efforts, and of course, to be the publicist for their superstar, The Roaming Gnome. Raised in Dallas and a graduate of Texas A&M University, Keith is excited to be back home after almost a decade in exile outside of the great state of Texas.

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The Evolution of Social Media

Brian Barton, Business Development Manager, Southwest, Expedia Media Solutions

Social media has dramatically changed the media landscape forever transforming the way people interact with each other and how brands reach these consumers. Initially, many brands attempted to engage consumers through transactional, one-off social tactics, engaging in an arms race for the most likes. However, today’s smart and strategic brands aim to develop a deeper connection with consumers through engaging, thoughtful and curated content across platforms. This session discusses the social media evolution, top trends from across the industry, how Expedia has successfully leveraged its social media voice to create meaningful content and, most importantly, how to show up as a broad marketer with an epic social media strategy in your organization.

Brian leads business development in the Southwest Region at Expedia Media Solutions, the advertising arm of Expedia Inc.  He is responsible for creating and delivering digital media campaigns for marketers on the portfolio of leading travel brands across Expedia, Inc.  Brian has over a decade of experience in market research and digital advertising.  Travel and adventure have guided Brian as he has lived and worked in both Puerto Rico & Chile.  Brian currently resides in San Diego, CA with his wife and newborn daughter.

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Deconstructing Disruption: Airbnb, Tourism and Positive Impact on Communities

Laura Spanjian, Southwest Policy Lead at Airbnb

How much has home sharing grown in the US and what are its positive impacts on communities? Spanjian will discuss Airbnb’s growth and how the company is working collaboratively with cities and states through its Community Compact and Voluntary Collection Agreements.

Laura Spanjian is the Southwest Regional Public Policy Lead for Airbnb. She joined Airbnb from the City of Houston Mayor’s Office, where she was the Director of Sustainability. In addition to working for Mayor Annise Parker, she lived and worked in San Francisco for 15 years, doing public policy work and serving as a key member of the senior leadership teams for a member of the SF Board of Supervisors, the SF Municipal Transportation Agency (Muni) and the SF Public Utilities Commission. Spanjian’s work has led to advancements in the quality of city services as well as the implementation of innovative programs. Spanjian joined Airbnb’s public policy team to work with cities and states to craft smart policies that will help Airbnb thrive, and ensure that hosts and guests can continue to have amazing home sharing experiences. Spanjian also leads Airbnb’s sustainability efforts, working on greening Airbnb’s operations as well as forming partnerships that foster Airbnb’s sustainability goals. Spanjian received two bachelor’s degrees from UCLA and her MA from Stanford University.

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Travel Trends & Insights | Leveraging Data to Debunk Travel Myths

Steve Cohen, Vice President, Research & Insights at MMGY Global

Steve will share information from the MMGY Global 25th Anniversary Portrait of American Travelers® which may change your mind on some widely held industry beliefs.

Steve brings more than 25 years of experience in market research and insights to his position at MMGY Global. He leads the agency’s customer insights and industry research, including overseeing the development of MMGY Global’s proprietary surveys, including the Portrait of American Travelers® as well as its custom research programs.

He has also guided the research for Visit Tucson, The Greater Miami Convention and Visitors Bureau, Positively Cleveland, Orbitz, the Monte Carlo Hotel, CityPass, CheapCaribbean.com, the South Dakota Department of Tourism, the Connecticut Office of Tourism and the Nassau/ Paradise Island Promotion Board.

Prior to joining the agency, he led market research efforts for Walt Disney Parks and Resorts, Marriott Vacation Club International, The Ritz-Carlton Club, and the AAA National Office. Steve received a BBA in Marketing from the University of Florida and an MBA from Florida Atlantic University. He lives in Orlando, FL.

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Global Hospitality Insights: Top 10 Thoughts for 2016

Troy L. Jones, West Region Real Estate Market Segment Leader at Ernst & Young, Transaction Advisory Services

Discussing his top hospitality insights for 2016, Troy L. Jones will go over his top 10 thoughts: from critical success factors for tourism markets to the supply and demand of the sharing economy. 

Troy is based in the Los Angeles office specializing in the real estate, hospitality, and gaming industries and is the leader for the sector for our Transaction Advisory Services for the western US. He has 20 years of experience and has been involved with global real estate and lodging transactions, capital markets transactions, and strategic planning analyses. He speaks regularly at real estate and lodging conferences and as a guest lecturer at universities. Troy received a Bachelor of Arts, Economics at Mississippi State University and a Masters of Science, Economics at Texas A&M University. He is a member of the Urban Land Institute, Americas Lodging Investment Summit Planning Committee and is a frequent speaker at the Americas Lodging Investment Summit, IMN Conference for Private Equity in Real Estate and ULI Conferences.

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Measuring the ROI of Marketing Content in the Hospitality Industry

Dan Tyre, Director at HubSpot

How can you gain more leads and customers from content marketing? Content marketing is critical to the success of your company, however, for most companies, it may seem intimidating to measure and track it, and therefore realize an ROI. Dan will discuss and show you how to painlessly measure your content marketing and explain why it is critical to the success of your company. He will also go over content marketing and inbound marketing examples in the hospitality industry.

Dan has spent a lifetime dedicated to sales, sales management, and company growth. His extensive work with startups, small businesses, and rapidly scaling teams has given him a unique perspective on business, sales, and life, which he enthusiastically shares through frequent public speaking, group mentoring, and team coaching.

Dan joined HubSpot as a member of the original team in May of 2007. At HubSpot, he managed the BDR program, lead the SMB team, and managed the company’s sales recruiting, sales training, and management mentorship and leadership programs. He pioneered the concept of creating a true alignment between sales and marketing, now widely known as "Smarketing” and used by companies around the world as a central tenet of the inbound methodology. He continues to lead the growth and training of the team at HubSpot while serving other companies as a director, advisor, and angel investor.

Before HubSpot, Dan was Area Director at Businessland; Founder & CEO of ALI Technologies; Co-Founder and VP of Sales at CelebraTech; Regional Manager of Groove Networks; and President at Helm Software. Two companies (HubSpot and Businessland) went public during his tenure, one scaled to $25M, and one was purchased by MSFT.

Dan is a frequent speaker to groups of all sizes on The Inbound Revolution, How to Hire and Motivate Millennials, How To Have a Winning Attitude, and How to Sell (Even if You’ve Never Sold Before).

Dan holds a BA from Colgate University. He splits his time between Scottsdale, Arizona, and Cambridge, Massachusetts.

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Increase Group Sales and Grow Revenue

Steve Steinhart, Director at Steinhart & Associates

Two one-hour seminars will be designed specifically to review existing techniques, introduce new skills and accelerate the direct sales efforts.

 

Part 1: Identifying New Accounts

A critical component of selling skills, this session will take an in depth look at the common denominators great sales people implement into their daily routine. What is the process of discovering and marketing to new accounts? How can we network with our existing customers to discover new contacts? A tantalizing list of websites will also be covered in detail.

 

Part 2: Third Party Analytics and Marketing Your Property

Based on a customer focus research session with real decision-making CVENT users what are the chances of your converting a lead you receive? How do you market against the others receiving the same lead? How can your proposal distinguish your property from others that will also be bidding from a marketing and research standpoint ? This track will also look at the statistics and analytics of the CVENT platform.

 

Steven J. Steinhart, C.H.S.E., C.H.M.E., is recognized as one of America's leading sales consultants. Since its inception, Steinhart & Associates has assisted over 5,000 hotels, convention and visitors bureaus, hotel management companies, trade associations, restaurants and hospitals. To date, Steinhart & Associates has had over 40,000 salespeople complete its acclaimed Accelerated Hospitality Sales Training programs.

Having spent twelve years with Hyatt Hotels Corporation, he directed the sales and marketing efforts at airport locations, suburb properties and major city center convention destinations. Steinhart was also responsible for monitoring the sales and marketing efforts at resort destinations and pre-opening properties prior to establishing Steinhart & Associates in 1987.

A recipient of the California Society of Association Executives' Associate of the Year Award, Steinhart has served on the Board of Directors of C.S.A.E., the Executive Board of the Western Conference of Association Executives, and the Special Task Force of the Federation of Association Executives.

Steinhart has spoken on the topic of hospitality sales and marketing to the American Society of Association Executives, Meetings West, the Western Association of Convention & Visitors Bureaus, Meeting Planners International, the Western Conference of Association Executives, Corporate Travel West, Destination Marketing Association International and Hotel Sales and Marketing Association International.

In 1992, Steinhart & Associates published the Hotel Sales Smart Pack™. In 2006 the second addition was released.

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How Google Improves the ROI of Your Content

Ryan Buckley, Co-founder at Scripted.com

How does Google help you increase the ROI of your content marketing? Ryan will discuss the evolution of Google and its influence on the current marketing landscape, as well as some clever ways to calculate the return on investment for blogging. Finally, he’ll discuss some real examples of how blogging in the hospitality and resort industries improves traffic, and how easy it is for anyone to do it.

Ryan Buckley, Co-founder and Head of Partnerships at Scripted.com, a writing marketplace, is a serial entrepreneur who has started (and folded) several companies. At Scripted.com, his company is focused on helping marketing and sales teams run faster and more efficiently. Scripted.com is a venture-backed startup in San Francisco that is solving the challenge of creating great content for thousands of companies worldwide, including Trip Advisor and Expedia.

Raised in the San Francisco Bay Area, Ryan received his bachelor’s degrees at U.C. Berkeley, his MBA at the Massachusetts Institute of Technology, and his MPP from the Harvard's Kennedy School of Government.

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Professional Development Breakout

This is an opportunity for leading professionals to discuss and share best practices and tricks of the trade.  Too often we are approaching situations and tackling problems the same way year after year.  Find out how others are doing things differently that may help you yield better results.  Submit your questions a head of time to ensure you get the absolute most out of the professional networking session. 

 


Unity Dinner Speakers

Governor of New Mexico,

Governor Susana Martinez

 

 

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House Speaker,

Representative Don L. Tripp

 

 

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President Pro Tem,

Senator Mary Kay Papen

 

 

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Secretary Rebecca Latham,

New Mexico Tourism Department

 

 

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State Leadership Panel

The political landscape is forever shifting and New Mexico Hospitality Association wants to provide you with the opportunity to connect directly with our state decision makers.

Moderator: Secretary Rebecca Latham, New Mexico Tourism Department

 

 

 

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Mike Unthank
Superintendent

NM Regulation and Licensing Department - Alcohol and Gaming Division

 

 

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Mary Kay Root
Director

NM Regulation and Licensing Department - Alcohol and Gaming Division

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Secretary Veronica Gonzales

Cabinet Secretary

Department of Cultural Affairs

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Christy Tafoya
Director

NM State Parks

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Secretary Celina Bussey
Cabinet Secretary

NM Department of Workforce Solutions

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Secretary Tom Church
Cabinet Secretary

NM Department of Transportation

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Travel and Tourism Trajectory Panel

What is research saying about the future of travel and tourism? Research shows that visitors are demanding a different type of experience and is opening up new opportunities in which New Mexico can compete. Hear how research has helped led to decisions in different sectors of the hospitality and tourism industry and where they see it going.

 

Moderator: Steve Cohen, Vice President Research & Insights at MMGY Global

Steve brings more than 25 years of experience in market research and insights to his position at MMGY Global. He leads the agency’s customer insights and industry research, including overseeing the development of MMGY Global’s proprietary surveys, including the Portrait of American Travelers® as well as its custom research programs.

He has also guided the research for Visit Tucson, The Greater Miami Convention and Visitors Bureau, Positively Cleveland, Orbitz, the Monte Carlo Hotel, CityPass, CheapCaribbean.com, the South Dakota Department of Tourism, the Connecticut Office of Tourism and the Nassau/ Paradise Island Promotion Board.

Prior to joining the agency, he led market research efforts for Walt Disney Parks and Resorts, Marriott Vacation Club International, The Ritz-Carlton Club, and the AAA National Office. Steve received a BBA in Marketing from the University of Florida and an MBA from Florida Atlantic University. He lives in Orlando, FL.

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Robert Benton,  Rocky Mountain Report

Bob Benton formed Robert S. Benton & Associates, Inc. in 1991, after spending nine years with Pannell Kerr Forster (PKF), an international accounting and management consulting firm that specialized in the hospitality industry. Robert S. Benton & Associates, Inc. provides consulting services to lodging operators, hotel developers, lending institutions, investors and various government agencies with an interest in hospitality projects. Prior to joining PKF in the early 1980’s, Bob held various positions in hotel and restaurant operations. Bob is a member of the International Society of Hospitality Consultants (ISHC). In 1991, Bob started The Rocky Mountain Lodging Report, a monthly survey of lodging market conditions in the mountain states of Colorado, Utah, Wyoming, as well as New Mexico.

 

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Wendi Gelfound, Director of Marketing at Sunrise Springs Integrative Wellness Resort

As a founding member of the Sunrise Springs launch team, Wendi has played a critical role in defining brand positioning, marketing, and communications strategies. With her extensive experience in the health and wellness, spa and tourism sectors, Wendi is recognized internationally as an expert and innovator in destination marketing. In 2015 she spoke on the Business of Hot Springs Panel at the Global Wellness Summit in Mexico City.

Wendi has successfully led global marketing initiatives for several New Mexico-based resorts, most notably Sunrise Springs’ sister property Ojo Caliente Mineral Springs Resort & Spa for the last ten years, and Taos’ award-winning El Monte Sagrado Living Resort & Spa. She is a founder and vice president of the Taos Tourism Council, and at the state level, has been selected for her 2nd term as a North Central Region Board Member for the New Mexico Tourism Department.

Wendi’s creative eye and extensive experience in branding and marketing strategies spans three decades. Gelfound was creative director for a marketing agency in Miami and owned a software and web development company in the early 1990s. To that foundation Wendi maintains a compelling interest in and ongoing commitment to the leading edge of communications media. Gelfound attended Boston University, The Massachusetts College of Art & Design, and The Art Institute of Fort Lauderdale. Wendi is passionate about wellness and adventure travel, hiking, yoga…and the occasional bungee jump.

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Camille Ferguson, Executive Director at American Indian Alaska Native Tourism Association

Camille L. Ferguson is Tlingit from the Kiksadi Clan and a member of the Sitka Tribe of Alaska. She studied business and village management at Sheldon Jackson College. She served as the Economic Development Director for Sitka Tribe of Alaska for 15 years, 1996-2012 before accepting the position of Executive Director in 2013.

Camille began her 29-year career in the visitor industry working for Sitka Tours before rising to direct economic development. She expanded Sitka Tribe of Alaska’s cultural tour programs, and was instrumental in the development of Sitka’s Public Transit/Tribal Transit system of trolleys, Indian Reservations Roads Program and the Alaska Wild Game Charitable Pull Tab Parlor.

She served as president of the Sitka Convention & Visitors Bureau (CVB) for five of the seven years of her appointment. She created, organized, fundraised and managed the annual Alaska Heritage and Cultural Tourism Conference held in Sitka. Balancing out her tourism career, she was the general manager for Shee Atika Corporation’s Totem Square Inn, Sitka's native-owned hotel.

For her tourism work within the State of Alaska, the Alaska Travel Industry gave her their highest award in 2011, the Denali Award for Professionalism and Leadership. In 2012, she was the recipient of the Alaska Mobility Coalition's Dan Moreno Award, a special recognition for individuals or tribal organizations that have made significant contributions in support and development of tribal transportation in Alaska. She served on the Alaska Mobility Coalition’s Board of Directors and the Governor’s Coordinated Transportation Task Force.

Camille also served on the AIANTA Board of Directors from 2002-2012 and was President of the AIANTA Board of Directors from 2003-2007. She served as interim executive director of AIANTA from July to December 2011 and became executive director of AIANTA in January 2013.

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Travel Editors of Travel and Leisure Publications Panel

Moderator: Tom Garrity, President & CEO atThe Garrity Group

Founding The Garrity Group 18 years ago, Tom Garrity has strong connections to New Mexico’s tourism industry. His expertise in the visitor industry has benefited organizations like the Albuquerque International Balloon Fiesta and the National Fiery Foods and Barbecue Show as well as visitor agencies and local/national hotel groups. Bringing more than three decades of knowledge in media relations, communications strategy and crisis communications, Tom’s commitment to staying conversant on industry trends and community affairs has helped New Mexico small businesses to be heard and large organizations to be understood.

 

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Carolyn Graham, Editor in Chief at New Mexico Journey/Alabama Journey

Carolyn Graham is the editor in chief of New Mexico Journey, AAA’s member publication that reaches nearly 130,000 households. New Mexico Journey is published by Auto Club Enterprises, based in Southern California, where Carolyn also works on publications for six other AAA regions. She grew up in Las Cruces and earned her journalism degree at New Mexico State University. Following an internship at the Ruidoso News, she went on to become a daily news reporter in Nevada, where she soon gravitated to feature writing and later a job as an editor for Nevada Magazine, the state’s tourism publication. She moved to Southern California, where she landed a job as the editor of L.A. Parent, Southern California’s award-winning parenting publication. Today she lives in Orange County but still daydreams of her hometown and its green chile.

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Adam Pitluk, Editor-in-Chief at American Way magazine
Adam Pitluk is an award-winning journalist and the author of “Damned To Eternity” and “Standing Eight,” both books critically acclaimed and studies of the human condition. He is currently the Director of American Airlines Publishing, the Editor-in-Chief of American Way magazine and the Editorial Director of Celebrated Living and Nexos magazines, the first class and Spanish/Portuguese magazines of American Airlines, respectively.

Prior to joining American Airlines full-time, Adam was a reporter for Time magazine for seven years. He was also a reporter for People magazine from his days in New York, where he covered celebrity news. Adam is the former senior editor of Spirit magazine, the in-flight magazine of Southwest Airlines, and the former features editor of Boys’ Life magazine. He was a reporter for Court TV.com and a former staff writer for Village Voice Media. Adam was an adjunct professor of journalism at the University of Texas at Arlington and the University of North Texas, where he taught reporting and editing.

Adam’s work has appeared in a host of publications, including Smithsonian Air & Space, Popular Mechanics, New York Daily News, New York Review of Magazines, Dallas Morning News, Cleveland Plain Dealer, Vail Daily, Broward/Palm Beach New Times, Details, Riverfront Times, D Magazine, and Fort Worth magazine. He’s also appeared on national television and radio dozens of times.

Adam has a bachelor of journalism from the University of Missouri and a master of science from the Columbia University Graduate School of Journalism. He also attended Texas Wesleyan University School of Law (currently on leave). Originally from Cleveland, Ohio, he now lives in Dallas, Texas.

Annie Gabillet, Content Director at PopSugar

Annie is the managing director of editorial at POPSUGAR, where she leads the planning, strategy, and content innovation for all network-wide themes, including travel. After joining POPSUGAR in 2007, Annie has helped launch and grow multiple POPSUGAR verticals. She is also involved with content creation for POPSUGAR's pioneering "Find Your Happy" video travel series, a partnership with Hilton. Today, POPSUGAR reaches 1 in 3 millennial women and garners over 1 billion global monthly page views and video views. 

Annie was born and raised in San Francisco, CA, where she developed an open mind and love of food, wine, and different cultures. During her time at Santa Clara University, she fed her travel obsession by spending a year abroad in France and Italy. She and her French husband, Rémi, live in San Francisco. Annie gets her fill of all things French during trips back to Paris to visit friends and family.

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Judith Fein, Editor & Co-founder at YourLifeisaTrip.com

Judith Fein is an award-winning international travel writer, blogger and editor who has contributed to more than 100 publications. As executive editor of the highly-regarded group travel blog YourLifeisaTrip.com, she guides 200 writers through narrative, first-person experiential writing. The blog was named #1 by the Society of American Travel Writers. Judith gave a TED talk on Deep Travel, is a popular keynote speaker about experiential and meaningful travel, has led workshops and been a consultant on marketing and PR in the travel industry, and blogs about transformative travel for Psychology Today. Judith has been travel editor for Spirituality and Health Magazine and the San Diego Jewish Journal, and she says that she lives to leave…and then write about it.

 

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Jacquelyne Froeber, Editor-in-Chief at Celebrated Living

Jacquelyne Froeber is the Editor-in-Chief of Celebrated Living magazine; the first and business class in-flight publication for American Airlines with 19.5 million readership. Jacquelyne is also the Senior Editor for American Way magazine and has contributed to multiple titles including Coastal Living and Health magazine.

 

 

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Marisa Beazel, President and Publisher at HCP / Aboard Publishing

Marisa Beazel has over 16 years of experience in content marketing, publishing, sales, and business development. She is currently the President and Publisher of HCP / Aboard Publishing, MHMC’s custom publishing subsidiary.

She most recently served as Vice President of Publishing at Ink, where she oversaw all specialty media products, including American Airlines magazines. Her experience also includes other senior management positions as Publisher and Editorial Director for Worth International Media Group and National Advertising Director for Modern Luxury, Publisher of Modern Luxury Brides South Florida, as well as Regional Director for American Airlines Publishing.

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