Sunday, January 29, 2017
12:00 PM – 4:30 PM – Conference Registration

Registration is open at Little America.
Grand Ballroom Hallway
Sponsored by: Visit Cheyenne

01:00 PM – 5:00 PM – Wyoming Office of Tourism Board Meeting

Teton Room

01:00 PM – 5:00 PM – WLRA Board Meeting

Big Horn Room

02:00 PM – 3:00 PM – PR Roundtable

Wind River Room
Join the Wyoming Office of Tourism and Fahlgren Mortine, the state’s PR agency of record, for a PR partner roundtable. Discussion will include statewide initiatives in 2017 and beyond, WOT’s program plans and partner opportunities, as well as collaboration on PR best practices and strategies for lasting success through all Wyoming communities.

03:00 PM – 4:00 PM – China Ready

Sinclair Room
China Luxury Advisors will provide an overview of the Chinese tourism opportunity for Wyoming, and discuss the upcoming half-day China Ready Workshops coming to a community near you! The seminar will present an update on recent trends in Chinese tourism travel preferences and habits, and strategic recommendations for destinations to better attract, serve, communicate with and retain Chinese tourists.

Sage Brennan China Ready Presentation
China Ready Handout

04:00 PM – 5:00 PM – Visitor Center Network Session

Sinclair Room
Join the Wyoming Office of Tourism’s Visitor Engagement team to exchange ideas and best practices with Wyoming Visitor Center enthusiasts. This year, we will welcome Mr. Doug Ralston, President of Mobi Manage, to speak about In-Destination experiences: New ways to use technology to promote a deeper connection with your visitors, learn more about their needs and drive engagement through new touchpoints such as Apps, Kiosks and Digital Displays. We will also reveal our preliminary 2017 FAM trip itinerary and give a brief update on what you’ll see from our team over the next year. Connect with your peers and start the conference off right at the Visitor Center Network session.

Visitor Center Technology & Trends – Mobi Manage
VCN Meeting at Gov’s Conference presentation

06:00 PM – 7:00 PM – Conference Registration at the Depot Museum

Sponsored by: Visit Cheyenne

06:00 PM – 8:00 PM – Welcome Reception – Depot Museum

Live the Legend Welcome Reception
Cheyenne Depot, Capital Ave, Cheyenne, WY.
Sponsored by: Visit Cheyenne
Trolleys provided by: Visit Cheyenne

Monday, January 30, 2017
07:00 AM – 8:00 AM – Wyoming Travel Industry Coalition Board Meeting

Casper Room

07:30 AM -7:00PM – Conference Registration

Grand Ballroom Hallway
Sponsored by: Visit Cheyenne

08:00 AM – 9:15 AM – Breakfast & Opening Session – That’s WY Brand at Work – Diane Shober

Grand Ballroom
One year after the launch of the “That’s WY” brand and the marketing ampaign strategically centered on storytelling, Diane Shober, Executive Director of the Wyoming Office of Tourism, will report the results of the 2016 summer campaign and lessons learned. She’ll also share the strategy for 2017 and the revelations from others about the value and opportunity the “That’s WY” platform provides.
Sponsored By: Miles

Diane Shober’s Presentation

09:15 AM – 9:45 AM – Tradeshow Opens

Grand Ballroom
Our sponsors are the biggest reason we have a first-rate conference, so take the time to visit their booths.

09:45 AM – 10:30 AM – General Session – Imagineering The Future of Tourism In Wyoming – Joe Tankersley

Grand Ballrooms
The pace of change just keeps accelerating. Short term planning seems more and more difficult. But if you can see beyond the next horizon, to understand the real forces that are driving change, you can create a positive long term future. In this presentation, Joe Tankersley will show you how to use three powerful tools; foresight, critical imagination, and strategic narrative, to open the door to unlimited opportunities for the future of tourism in Wyoming.
Sponsored By:  Yellowstone National Park Lodges-Xanterra

Joe Tankersley Presentation Imagineering The Future of Tourism in Wyoming

10:45 AM – 11:45 – Breakout 1: – Federal Regulation Best Practices for the Hospitality Industry – Andria Ryan

Wyoming Ballroom AB
The hospitality industry has been burdened by increased regulation at the federal level for many years. Changes to the Americans with Disabilities Act, Federal Overtime Regulations and Immigration Enforcement are just a few of the issues businesses are currently facing. Will the change in administration ease the weight on our industry? How are businesses like yours taking a proactive approach to this ever-growing list of federal regulations? Andria Lure Ryan is a partner in the Atlanta office of Fisher & Phillips LLP, and she serves as the chair of the firm’s Hospitality Industry Practice Group. She represents numerous hotel, resort, restaurant and related employers throughout the United States in various phases of labor and employment law. She spends much of her time counseling employers in day-to-day employment and labor decisions and educating employers about prevention and practical solutions to workplace problems. This session will help you understand ways to stay compliant in the maze of federal regulations.
Sponsored By:  First Interstate Bank

Download Andria Ryan’s presentation on Federal Regulation Best Practices

10:45 AM – 11:45 AM – Breakout 2: – Captivate Your Audience with Video Storytelling – Chad Willett, April Ingle

Wyoming Ballroom CD
“The concept of “Digital Storytelling” is everywhere these days, but what goes into creating truly compelling, engaging and effective story-based video content. In this session learn best practices for developing a story-based video content strategy and how to use that content for multi-channel distribution.
• Understand the makeup of engaging and compelling stories.
• Look at the techniques and best practices used to produce compelling videos.
• Learn how to leverage video content for multiple distribution channels and uses across multiple channels.
Speakers: Chad Willett, Founder and Idealist, West Edge Creative; April Ingle, Senior Account Executive, Fahlgren Mortine
Sponsored by: BVK

Captivate Your Audience Through Video Storytelling Presentation
Video Handout

11:45 AM – 12:15 PM – Tradeshow Break

Grand Ballrooms BC
Make sure to check out all of the great products from our vendors that will enhance your business.
Sponsored By:  National Park Trips & Backpacker Magazine

12:15 PM – 1:15 PM – Legislative Briefing & Lunch – Dr. Laurie Nichols, Chris Brown

Grand Ballrooms AD
The University of Wyoming has continued to engage the industry as they work towards the development of a tourism related degree. UW President Dr. Laurie Nichols will give an update on the progress they have achieved so far and will answer questions related to the continued development of this program. Chris Brown, Executive Director of WLRA, reviews hot topics and major issues facing the industry today.
Sponsored By: Sysco

01:30 PM – 3:00 PM – Visit to the Legislature

East Grand Ballroom Entrance
Board the Cheyenne Street Railway Trolley for a trip to the Jonah Business Center to visit with legislators and watch the House and Senate in action. Participants will gain insight on what’s in store for the hospitality and tourism industry and will have an opportunity to interact with lawmakers about proposed industry-related legislation. Trolleys will pick up participants at the East Grand Ballroom entrance of Little America.
Sponsored By: Visit Cheyenne
Trolleys Provided By: Visit Cheyenne

03:15 PM – 4:15 PM – General Session: How to Eclipse the Competition Through Data & Social Storytelling – Catlyn Origitano

WY Ballrooms
Get the tools and tactics necessary to jump start your social strategy and take advantage of a big year for Wyoming tourism. We’ll dig into the importance of social media and how you can harness it as a tool for marketing, customer engagement, and more. Using Sojern travel intent data, we’ll also discuss tailoring your social strategy to your traveler’s path to purchase to help you find, engage, and convert travelers. No matter how socially savvy, we’ll arm you with tactics to create an engaging and data-driven social media strategy.
Sponsored By:  Heartland Payment Solutions

Catlyn Origitano’s Presentation “How to Eclipse the Competition”

06:00 PM – 8:00 PM – Legislative Reception

All Grand Ballrooms
Join your industry peers as we host your Wyoming legislators for a night of food, music and networking.
Sponsored By:  Wyoming Lodging & Restaurant Association, Wyoming Travel Industry Coalition, Wyoming Retail Association, Wyoming Dealers Association
Entertainment Provided By: Josh Dorr

Tuesday, January 31, 2017
08:00 AM – 7:00 PM – Conference Registration

Grand Ballroom Hallway
Sponsored by: Visit Cheyenne

08:00 AM – 9:15 AM – Breakfast Keynote: Redefining the Female Traveler with Generational Insights – Melissa Luebbe

Grand Ballroom AD
Get a detailed look into travel trends and behaviors, specifically calling out statistical differences between generations (millennials, Gen X, boomers), moms and Hispanic women. We focus on women’s vacation preferences, involvement with vacation planning resources, and culinary tourism activities.
Sponsored By:  Madden Media

09:30 AM – 10:30 AM – Breakout 1: Pulling Back the Curtain on the Music Licensing Process: When Does a Business Need a Public Performance License and Where Does the Money Go? – Dan Spears

Wyoming Ballroom AB
Dan Spears, Vice President of Industry Relations and Licensing for BMI will explain the do’s and don’ts of music licensing in lodging properties and restaurants. Mr. Spears will go into detail about music licensing requirements and will explain what the licensing fees go towards. As the WLRA receives many music-licensing related questions throughout the year, there will be ample time for questions. As a special treat, Grammy nominated songwriter Tim James, who has written hits for Toby Keith, Darius Rucker and Montgomery Gentry to name a few, will perform live at the end of this session.
Sponsored By:  Key Media Solutions

Download Dan Spears Presentation on BMI music licensing

09:30 AM – 10:30 AM – Breakout 2: With Each Consumer Click, We Can Better Predict! – Dave Serino

Wyoming Ballroom CD
With each consumer click, we can better predict future behavior that can lead to improved campaign performance. Data touch points are revolutionizing the development of tourism marketing and advertising strategies. Our website’s Google Analytics and social channel insights hold much of this data and it’s easily accessible by each of us. In this session, you will learn the keys to analyzing your own analytics along with exploring some new measurement opportunities that can enhance your future promotional campaigns. We will also include case studies and actionable items that are scalable to each attendee, regardless of skill level or budget size.
Sponsored By:  Food Services of America

Dave Serino’s Presentation

10:30 AM – Noon – Trade Show Break & Entertainment

Grand Ballrooms BC
Enjoy great music and entertainment from Wyoming’s own, Josh Door, while you take advantage of all the trade show has to offer you and your business. This is also your last chance to get your Passport Game stamped, so don’t miss out.
Sponsored By:  Rocky Mountain International

12:00 PM – 1:30 PM – Industry Spotlight Luncheon

Grand Ballroom AD
Hear what State Parks and the WY Eclipse Festival’s initiatives are around the 2017 Total Solar Eclipse and learn how you can get prepared for this rare event. Also, hear more about the recreation and tourism degree that is being explored at the University of Wyoming to serve and grow Wyoming’s second largest industry.
Sponsored By:  Fahlgren Mortine

Brook Kreder WOT Eclipse Presentation
Domenic Bravo Eclipse Presentation

01:45 PM – 2:45 PM – General Session: Regions, Road Shows and Partnership In 2017 – Berkeley Young

Wyoming Ballroom
The Wyoming travel regions have been realigned for 2017 to focus on travel experience/routes throughout the state. This traveler-focused approach will be the topic in this dynamic session. Berkeley Young will lead-off by sharing the opportunities available to all. Then, we will separate into regional groups to strategize how you can leverage your regional program’s effectiveness for maximum ROI. One leader in each group will share their strategies to capitalize on the new travel regions and then lead a discussion among participants to develop smart plans for 2017. Come prepared to learn and share.
Sponsored By:  Admiral Beverage

Berkeley Young Presentation

03:00 PM – 4:00 PM – Adventuring into the Great Outdoors Fuels the Economy

Wyoming Ballroom
Every year, Americans spend $646 billion on outdoor recreation — on gear, vehicles, trips resulting in travel-related expenses and more. This creates jobs, supports communities, generates tax revenue and helps drive a diversified economy.  In fact, for every $1 dollar spent on gear results in $4 dollars spent on travel.  Growing the outdoor recreation economy is good for Wyoming!
Sponsored By:  ADARA

05:30 PM – 6:30 PM – Salute to the Industry Reception

Grand Ballroom BC
This is your chance to bid on premium packages that include vacation options, culinary delights and much more during the silent auction while you enjoy hors d’oeuvres prepared by students from WLRA’s ProStart program. You get to see how the program prepares high school students for careers in the restaurant and food-service industry and celebrate with current and past program graduates at the 2017 Wyoming Governor’s Hospitality and Tourism Conference Finale.
Entertainment Provided By:  Casey Stout
Entertainment Sponsored By: BMI

06:30 PM – 9:00 PM – Salute to the Industry Gala

Grand Ballroom BC
Enjoy an evening of elegance and celebration that includes a live auction as well as a decadent, multi-course meal prepared by the Little America culinary crew. The proceeds from this event support the goals of the WLRA Education Foundation, which was developed to serve the educational needs of the lodging and restaurant industry in Wyoming. The Education Foundation works to train, recruit and retain our valuable workforce by offering programs and partnering with other institutions on educational and mentoring initiatives across the state. The evening will wrap up with Governor Mead presenting our industry’s biggest award – The Big Wyo – to a private-sector individual who has done an outstanding job of promoting tourism for the State of Wyoming.