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2018 Governor's Conference Speakers


SPEAKERS: 2018 New Mexico True Governor's Conference on Hospitality and Tourism


Keynote Speakers

Kimber Lanning

Founder & Executive Director
Local First Arizona

Monday May 7 | Lunch Keynote

Building Great Places: How Creativity and Collaboration are driving Community Culture

12:30 pm - 1:30 pm

Kimber Lanning is Founder and Executive Director of Local First Arizona, a statewide organization implementing innovative strategies for new models of economic development that create vibrant local economies. 
Lanning is an entrepreneur, business leader and community development specialist who works to cultivate strong self-reliant communities and inspire a higher quality of life. Lanning's passions, which are seen throughout her work, include fostering cultural diversity and inclusion, economic resilience and responsible growth. 
Lanning has grown Local First Arizona into a widely respected organization that is leading the nation in implementing systems and policies to ensure a level playing field for entrepreneurial endeavors of all sizes.  Lanning leads a team of 17 who work on a diverse array of programs ranging from healthy local food access, entrepreneurial development in under-served communities, and rural community development, each of which plays a part in building sustainable and resilient local economies.

Katie Brady
Principal Consultant, Multi-Solution Architect
Experience with Adobe, Marriott International

Monday May 7 | Afternoon Keynote

Having an Entrepreneur's Mindset at Work

Every year we get asked to do more with less.  Less budget.  Less people.  Less upgrades.  This can seem overwhelming and impossible, and sometimes it is.  However, using the skills and traits of entrepreneurs can enable you and your organization to be innovative when solving these challenges.  Join Katie Brady as she speaks about her personal experiences in creating internal solutions and technologies to allow her teams to focus on what matters, as well as how having an entrepreneurial mindset is used in other organizations to improve day-to-day work.  She will review the qualities of entrepreneurs and how to assess your personal and organization’s comfort with risk, and provide you with a framework for expanding entrepreneurial thinking within your organization.

4:00pm - 5:00pm

Katie has spent the past two years working with Adobe as a consultant to help customers achieve their digital objectives. Prior to joining Adobe, Katie led the Adobe product implementations at Marriott International and founded Marriott’s Digital Data Strategy team. Additionally, Katie co-founded a startup centered around data management. Katie’s passion is providing holistic digital strategies to enable organizations to provide rich, personalized experiences across the customer experience.


Rebecca Latham
Secretary of Tourism
New Mexico Tourism Department

Tuesday May 8 | Morning Keynote

Then and Now

This year’s National Travel and Tourism Week theme evokes both fond memories and forward thinking in our industry. Through tourism marketing, how have we and will we impact the past, present and future of travel to New Mexico? Take a trip down memory lane with Tourism Department Cabinet Secretary Rebecca Latham in this nostalgic and inspiring general session. Secretary Latham will showcase the progress of New Mexico True in an entertaining and inspirational way that only she can provide. Don’t miss this celebration of unprecedented growth of travel and tourism in New Mexico.

9:00am - 10:00am

In January 2015 Governor Susana Martinez appointed Rebecca as the Cabinet Secretary of the Tourism Department. With more than a decade of experience in advertising and marketing, Rebecca is a passionate tourism professional who has served New Mexico's hospitality industry since 2006. She brings a wealth of experience across all aspects of the marketing spectrum including economic development, strategic messaging, brand development, public relations, and communications. Under her leadership the Tourism Department is focused on building awareness and driving travel to The Land of Enchantment through the New Mexico True campaign, which delivers a 7:1 ROI at the tax base level (Longwoods Intl 2015).


Breakout Sessions

Hotel and Tourism Sales


Taking the lead - Keys to leading a successful sales team

Monday, May 7 | 2:00pm - 3:30pm

When asked to lead an entire sales team with individuals possessing different communication styles and sales strategies, it can be difficult to direct the team towards success without the proper lead. In this session, some of the industry’s most respected sales professionals will provide insight and direction on how to lead a sales team to generate more revenue and reach sales goals.


  • How to identify the differences in approach to sales among your entire team
  • How to establish effective communication channels with the team
  • How to leverage the strengths of all team members so the team meets its goals

Corporate travel a la mode - How to get a larger piece of the national corporate travel pie

Tuesday, May 8 | 10:30am - 12:00pm

Corporate travel is still a huge source of revenue for hotels and tourism-related businesses, but is sometimes overlooked when developing sales strategies. This session will dive into the corporate travel market and how you can capture your piece of this potential revenue.


  • Understand the current market for corporate travel
  • How to better integrate corporate travel into your overall sales strategy
  • How to source, pursue, and secure sales in corporate travel

Shortening the sales pipeline - Perfecting your prospecting, lead sourcing, and conversion strategy

Tuesday, May 8 | 3:00pm - 4:30pm

For sales professionals, few things are worse than a lengthy, leaky, slow-moving sales pipeline. This session will explore the external and internal forces that impede the sales pipeline and best practices for clearing the flow for quicker sales.


  • Understanding the external and internal forces on the sales cycle
  • Exploring tools and systems of efficiency to help speed up the sales pipeline
  • How to integrate those tools and systems into your workflow

Tourism/Product Development


Leveraging what you have for visitors and tour operators - Lessons learned from film/television, science, and brewing

Monday, May 7 | 2:00pm - 3:30pm

Developing tourism products for tour operators requires a separate strategy than that for visitors. Overlooking this key distinction can result in an ineffective tourism product, and ultimately a lackluster visitor experience. In this session, a panel will explore this distinction by focusing on three of New Mexico’s more unique tourism assets: film/television, science, and brewing.


  • How to build for personalization and capacity to serve both individual visitors and group tours
  • How to market and promote your product to visitors and operators
  • What sort of partnerships can strengthen your product for visitors and groups

Exploring the future of the visitor guide

Tuesday, May 8 | 10:30am - 12:00pm

For years, the visitor guide has been a must-have for the leisure and business traveler. As technology and user behavior continue to shift, destinations need to reimagine the role of the visitor guide so DMOs can continue to promote all of the great tourism assets to the modern traveler.


  • Understanding the media engagement and discovery habits of the modern traveler
  • How to build and publish the visitor guide for the modern traveler
  • Determining the proper distribution channels of the visitor guide for the modern traveler

Collaboration, not appropriation - How to work with tribes for authentic and respectful tourism partnerships

Tuesday, May 8 | 3:00pm - 4:30pm

New Mexico is home to a diverse and vibrant Tribal community. The Tribal influence on New Mexico culture helps give our state one of the most unique and culturally rich states as a destination. As communities and Tribes continue to explore how the travel and tourism industry can serve as an economic driver, it’s important for businesses and DMOs to understand how to work with Tribes to celebrate their culture while showing respect for their history and heritage.


  • How can communities and tribes work together on creating or expanding events?
  • How can communities and tribes cross-promote one another and establish effective channels of communication?
  • How can we create tangible tourism experiences while respecting the culture and traditions of tribal communities?

Hotel and Tourism Marketing


Small towns, big stories - How to find and feed a great story

Monday, May 7 | 2:00pm - 3:30pm

The experience of travel is about the story, and there are wonderful stories to be told throughout New Mexico. Join this session to hear some of New Mexico’s best untold stories, and what destinations can do to uncover those stories and share them with the world.


  • What makes a great story
  • How to share great stories with other people
  • How to use great stories to build community and drive tourism

Social influencers, the travel writers of tomorrow - how to frame your destination or property to the next generation of travel thought leaders

Tuesday, May 8 | 10:30am - 12:00pm

As social media continues to mature and evolve, social influencers increasingly drive the interest and conversation about destinations around the world. This session will explore the increasing influence of social influencers and how to engage with the next generation of travel writers.


  • Discover how social influencers are driving action in travel and tourism
  • How to source legitimate social influencers and identify the emerging “micro-influencer”
  • How to best engage with influencers to share the value and intrigue of your hotel/destination

Luck favors the prepared - How to take proactive steps with your crisis communications plan for your event or venue to avoid misfortune and find success

Tuesday, May 8 | 3:00pm - 4:30pm

No hospitality or tourism professional ever wants to open their crisis management toolkit - but sometimes it has to happen. This session will detail the steps for building a crisis communications plan and the proactive steps you can take with your venue, event, or business to make sure it remains as a plan.


  • Understand the key necessities of a crisis communications plan
  • How to implement a crisis communications plan
  • How to establish safeguards and precautions to ensure you never had to use your crisis communications plan





  • 1420 Carlisle NE, Suite #109                                              Albuquerque, NM 87110
  • Phone: 505.506.8624
  • Mail: info@newmexicohospitality.org