Tourism Academy 2021

Full Conference Agenda

The tourism conference for professionals who are transforming the landscape of travel through technology and marketing.

Tuesday, October 12th (Pre-Conference)

Tuesday, October 12th (Pre-Conference) 3:00 PM - 4:00 PM

3:00 PM - 4:00 PM

Special Event

Explore Philly With Us

Tuesday, October 12th (Pre-Conference)

Explore Philadelphia's iconic historical sites on a guided walking tour. More information and RSVP here.

Wednesday, October 13th (Day 1)

Wednesday, October 13th (Day 1) 8:00 AM - 9:00 AM

8:00 AM - 9:00 AM

General Session

Breakfast & Registration

Wednesday, October 13th (Day 1)

Ballroom D/E

Wednesday, October 13th (Day 1) 9:00 AM - 10:00 AM

9:00 AM - 10:00 AM

General Session

Welcome & Opening Remarks

Wednesday, October 13th (Day 1)

Ballroom B/C
We'll kick off with an overview of our goals for Tourism Academy 2021 and exciting developments from Tempest.

Wednesday, October 13th (Day 1) 10:10 AM - 11:00 AM

10:10 AM - 11:00 AM

General Session

Creating a Community-Minded Business Model

Wednesday, October 13th (Day 1)

Ballroom B/C
As destination organizations shift to become community-focused entities, many are choosing to move away from traditional membership models and embrace a partnership approach. Hear from destination organizations who have navigated this change, and discover what they learned along the way.

Wednesday, October 13th (Day 1) 11:10 AM - 11:40 AM

11:10 AM - 11:40 AM

General Session

How to Build a Website for Your Community

Wednesday, October 13th (Day 1)

Ballroom B/C
See real examples of how other destinations are using their digital platforms to connect with and amplify their communities. We’ll share actionable ideas for using your organization's most valuable asset to better support and communicate with your residents, local businesses, and stakeholders.

Wednesday, October 13th (Day 1) 11:50 AM - 12:20 PM

11:50 AM - 12:20 PM

General Session

How to Build a CRM that Engages Your Community

Wednesday, October 13th (Day 1)

Ballroom B/C
You've built a website that uplifts your community. What next? Learn how destination organizations are structuring their CRM systems to engage with their local businesses and create prosperity for their communities.

Wednesday, October 13th (Day 1) 12:30 PM - 2:00 PM

12:30 PM - 2:00 PM

General Session

Lunch and Keynote Presentation: Speaking the Language of Community

Wednesday, October 13th (Day 1)

Ballroom B/C
Words matter in politics, and those words need to be chosen carefully. If we are going to be successful in changing the narrative surrounding our industry, it starts with a values-based approach. That means talking to stakeholders in a manner that is simple and emotional and connects their values to your organization. In this session, we demonstrate why our industry must utilize a new tourism vocabulary to connect with elected officials and residents in a meaningful way and how to implement the lexicon with your staff, your board, and your key stakeholders.

Wednesday, October 13th (Day 1) 2:10 PM - 3:00 PM

2:10 PM - 3:00 PM

General Session

Guiding Your Community Through the Perilous Road to Recovery

Wednesday, October 13th (Day 1)

Ballroom B/C
The leisure market is booming, and economic fundamentals point to a solid foundation for continued rebuilding. However, business and group travel remain suppressed and risks to the recovery loom large. Adam Sacks will share Tourism Economics’ latest views on the economy, the mindset of travelers, and expectations for how and when travel will fully recover.

Wednesday, October 13th (Day 1) 3:10 PM - 4:30 PM

3:10 PM - 4:30 PM

Special Event

Interactive Workshop

Wednesday, October 13th (Day 1)

Ballroom B/C
Get to know your fellow Tourism Academy attendees in this fun, interactive workshop. We'll be getting the conversation going by discussing opportunities we see on the horizon, and sharing ideas about how we can create lasting success for our communities.

Wednesday, October 13th (Day 1) 4:30 PM - 5:15 PM

4:30 PM - 5:15 PM

Special Event

Lend a Hand and Give Back to Philly

Wednesday, October 13th (Day 1)

Bromley/Claypoole
Help us give back to our host community by volunteering to support the Ronald McDonald House. We'll be assembling toiletry kits for families of seriously ill children and helping support this important community of comfort and hope in the Philadelphia region. More information and RSVP here.

Wednesday, October 13th (Day 1) 5:30 PM - 8:00 PM

5:30 PM - 8:00 PM

Special Event

The Museum of the American Revolution

Wednesday, October 13th (Day 1)

Join us for an opening reception at The Museum of The American Revolution, one of Philly's hottest new attractions. We'll enjoy food, drinks, and full access to the exhibits. Just a quick walk from the hotel. Meet in the Marriott Old City lobby at 5:15 to head over!

Thursday, October 14th (Day 2)

Thursday, October 14th (Day 2) 6:30 AM - 8:00 AM

6:30 AM - 8:00 AM

Special Event

Morning Fun Run

Thursday, October 14th (Day 2)

Marriott Lobby
Stretch your legs and explore Philadelphia with a guided fun run! More information and RSVP here.

Thursday, October 14th (Day 2) 8:00 AM - 9:00 AM

8:00 AM - 9:00 AM

General Session

Breakfast & Registration

Thursday, October 14th (Day 2)

Ballroom D/E

Thursday, October 14th (Day 2) 9:00 AM - 9:30 AM

9:00 AM - 9:30 AM

CRM A Track

Beginner Basics

Thursday, October 14th (Day 2)

Ballroom B/C
Need a basic overview or refresh of iDSS? This session is perfect for new users to understand how iDSS can help you to save time and create effective workflows.

CRM B Track

Roundtable: Sales Session

Thursday, October 14th (Day 2)

Ballroom E
In this interactive shirtsleeves-style session, we'll walk through common destination sales challenges and kickstart peer-to-peer discussions to share ideas and best practices for maximizing your success.

Integrated Marketing

Delivering a Brand Story with Big Impact

Thursday, October 14th (Day 2)

Ballroom D
It's every marketer's dream: to launch a big idea and capture viral engagement. Learn how marketers with firsthand experience launching big brands organize and execute to maximize impact.

Meetings

One-on-One Meetings

Thursday, October 14th (Day 2)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Thursday, October 14th (Day 2) 9:40 AM - 10:10 AM

9:40 AM - 10:10 AM

CRM A Track

Beginner Sales

Thursday, October 14th (Day 2)

Ballroom B/C
A refresher on how to manage sales leads in iDSS. Get familiar with lead distribution and take home actionable ways to improve your leads workflow so you can win new business.

CRM B Track

Roundtable: Membership & Accounting

Thursday, October 14th (Day 2)

Ballroom E
An interactive shirtsleeves-style conversation where you'll hear real examples about how your peers use iDSS. Take away new ideas and best practices for improving your membership and accounting workflows.

Integrated Marketing

Big Thinking for Community-Minded DMOs

Thursday, October 14th (Day 2)

Ballroom D
Hear from destination organizations about how they maximize their resources and use innovative strategies to drive success. Take away tips and frameworks for thinking big when it comes to leadership, focusing on your community, and more.

Meetings

One-on-One Meetings

Thursday, October 14th (Day 2)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Thursday, October 14th (Day 2) 10:20 AM - 10:50 AM

10:20 AM - 10:50 AM

CRM A Track

Managing Partners and Members in iDSS

Thursday, October 14th (Day 2)

Ballroom B/C
This session is an introduction to managing partners and members within iDSS. Learn to manage terms, categories, ROI and much more within iDSS.

CRM B Track

Roundtable Session: Engaging Your Members & Partners with iDSS

Thursday, October 14th (Day 2)

Ballroom E
In this interactive shirtsleeves-style session, see examples of how the iDSS community uses the platform to drive greater member and partner engagement. From leveraging data to identifying new outreach opportunities, learn how to increase your community's engagement.

Integrated Marketing

Community-Minded Funding Strategies

Thursday, October 14th (Day 2)

Ballroom D
As Destination Organizations become community organizations, we are being asked to do more and serve our communities in new ways. Learn how leaders are using revolutionary thinking to completely change their approach to their organization's funding models, and diversify their services in the process.

Meetings

One-on-One Meetings

Thursday, October 14th (Day 2)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Thursday, October 14th (Day 2) 11:00 AM - 11:30 PM

11:00 AM - 11:30 PM

CRM A Track

Visitor Centers & Inquiries

Thursday, October 14th (Day 2)

Ballroom B/C
Our CRM experts give you an introduction to managing Visitor Center and consumer data, along with the basics of inventory. You'll also learn how to get started with the iDSS Welcome Auto Responder.

CRM B Track

Roundtable Discussion: Services

Thursday, October 14th (Day 2)

Ballroom E
In this interactive workshop, you'll hear how your peers are using iDSS Services to achieve their business goals.

Integrated Marketing

Where to Find Inspiration?

Thursday, October 14th (Day 2)

Ballroom D
How do you ensure your marketing and visuals are fresh and inspiring? In this session, Mike will share strategies and resources for renewing your approach to branding and visual storytelling, plus case studies from destinations doing stunning work.

Meetings

One-on-One Meetings

Thursday, October 14th (Day 2)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Thursday, October 14th (Day 2) 11:40 AM - 12:10 PM

11:40 AM - 12:10 PM

CRM A Track

iDSS Extranet

Thursday, October 14th (Day 2)

Ballroom B/C
The iDSS Extranet can help you to maximize partner engagement. We'll showcase the latest iDSS Extranet developments and share case studies and best practices for increasing engagement with your community.

CRM B Track

Media and Advertising

Thursday, October 14th (Day 2)

Ballroom E
How are you using iDSS to track your media and advertising efforts? Our CRM experts will guide an interactive discussion and share tips and best practices for tracking your ROI and reporting results.

Integrated Marketing

How to Plan & Execute Your Most Successful Photo Shoot

Thursday, October 14th (Day 2)

Ballroom D
What goes into a succesful destination photo shoot? Veteran commercial photgrapher Grant Taylor will walk through tips for a successful shoot from working out technical logisitcs to developing a creative strategy.

Meetings

One-on-One Meetings

Thursday, October 14th (Day 2)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Thursday, October 14th (Day 2) 12:10 PM - 1:30 PM

12:10 PM - 1:30 PM

Special Event

Lunch and Keynote Presentation: Data-Driven Decision Making in Sports Tourism

Thursday, October 14th (Day 2)

Ballroom B/C
Do you know where your community ranks for sports tourism against your competitive set? In your region? In your state? How do you stack up against destinations with the same market size? Or those with similar budgets? What is your facility development game plan and how does data factor in? In this session, we'll look at tools and benchmarks to measure how your destination stacks up, and learn where you can enhance your current efforts in the growing sports tourism market.

Thursday, October 14th (Day 2) 1:40 PM - 2:10 PM

1:40 PM - 2:10 PM

CRM A Track

iDSS Admin

Thursday, October 14th (Day 2)

Ballroom B/C
Learn the basics to admin functionality within iDSS, setting permissions, customizing layouts and fields, and other administrative workflows.

CRM B Track

Introducing Team Activity

Thursday, October 14th (Day 2)

Ballroom E
Get an inside look into the exciting new developments that are coming to iDSS Team Activity, and how it will help you revolutionize your on-sites, FAMs, and tradeshow efforts.

Integrated Marketing

Defining Your Destination Through Content

Thursday, October 14th (Day 2)

Ballroom D
How can you differentiate your destination online? In this discussion, we'll explore ways to craft your website content to create maximum impact and create opportunity for your community.

Meetings

One-on-One Meetings

Thursday, October 14th (Day 2)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Thursday, October 14th (Day 2) 2:20 PM - 2:50 PM

2:20 PM - 2:50 PM

CRM A Track

iDSS Send

Thursday, October 14th (Day 2)

Ballroom B/C
Have you sent emails with iDSS Send yet? Our CRM experts walk you through the things you'll want to know when creating and sending responsive emails to your audience through iDSS.

CRM B Track

So Fresh & So Clean: Data Hygiene

Thursday, October 14th (Day 2)

Ballroom E
A clean and consistently updated database is a cornerstone for your organization's success. Learn from other DMOs along with iDSS Client Success on best practices to keep your iDSS instance clean and up to date. Get the most out of reporting by cleaning up your data and learn from others who have gone through these audits on their process, tips, and how data cleansing has positively impacted their CRM experience.

Integrated Marketing

Content Architecture that Drives Growth

Thursday, October 14th (Day 2)

Ballroom D
You've defined your pillars. What next? We explore innovative ways to structure your website's content architecture to achieve maximum exposure online.

Meetings

One-on-One Meetings

Thursday, October 14th (Day 2)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Thursday, October 14th (Day 2) 3:10 PM - 3:50 PM

3:10 PM - 3:50 PM

Networking Break

Thursday, October 14th (Day 2)

Ballroom Foyer

Thursday, October 14th (Day 2) 3:50 PM - 4:20 PM

3:50 PM - 4:20 PM

CRM A Track

Sales & Reporting Best Practices

Thursday, October 14th (Day 2)

Ballroom B/C
If you're working as part of a sales team, find out how to use reporting and best practices in iDSS to improve your day-to-day sales activities. We'll share tips for tracking your teams success, using data to lead sales meetings, and more.

CRM B Track

iDSS API

Thursday, October 14th (Day 2)

Ballroom E
Learn from peers creative and functional ways they have implemented various integrations with forms, 3rd parties, websites, etc leveraging the iDSS API.

Integrated Marketing

Sculpting Content to Maximize Results

Thursday, October 14th (Day 2)

Ballroom D
Your content is in tip-top shape. But is it really? We dive into real-world examples of ways destinations have catapulted website performance by strategically shaping their content.

Meetings

One-on-One Meetings

Thursday, October 14th (Day 2)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Thursday, October 14th (Day 2) 4:30 PM - 5:00 PM

4:30 PM - 5:00 PM

CRM A Track

iDSS Tips & Tricks

Thursday, October 14th (Day 2)

Ballroom B/C
When working with the iDSS user community, our team sees a lot of innovative tips and workflows and cool ideas. The iDSS Client Success Team will walk you through some of the tips and tricks within iDSS which will help you with your everyday workflows.

CRM B Track

iDSS Attend

Thursday, October 14th (Day 2)

Ballroom E
See the exciting new tools we're building into the all-new Attend feature in iDSS Cyclone. This revamped housing and registration platform will revolutionize how you are creating meetings sales success in your community.

Integrated Marketing

Harnessing Collective Resources to Revitalize Your Community

Thursday, October 14th (Day 2)

Ballroom D
Destinations across North America are facing workforce challenges as communities get back to work. Hear how Philadelphia is collaborating to support local businesses, and discover ways you can help support your destination navigate the ever-changing landscape of the post-pandemic workforce.

Meetings

One-on-One Meetings

Thursday, October 14th (Day 2)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Thursday, October 14th (Day 2) 5:30 PM - 7:30 PM

5:30 PM - 7:30 PM

Dinner on Your Own

Thursday, October 14th (Day 2)

Experience Philly's award-winning dining scene. Then head to the big Tourism Academy Party at 7:30 pm.

Thursday, October 14th (Day 2) 7:30 PM - 11:59 PM

7:30 PM - 11:59 PM

Special Event

Party at Theater of The Living Arts

Thursday, October 14th (Day 2)

Bring your dancing shoes! The house band will headlining at Philly's Theatre of the Living Arts on historic South Street! Live music, drinks, fun and surprises.

Friday, October 15th (Day 3)

Friday, October 15th (Day 3) 8:00 AM - 9:00 AM

8:00 AM - 9:00 AM

Breakfast & Networking

Friday, October 15th (Day 3)

Ballroom D/E

Friday, October 15th (Day 3) 9:00 AM - 10:00 AM

9:00 AM - 10:00 AM

General Session

Keynote Presentation: Using Data to Engage Your Community

Friday, October 15th (Day 3)

Ballroom B/C
As the travel industry looks ahead to 2022, we're looking for ways to create opportunity and help our neighbors understand the impacts of tourism. In this discussion, we'll explore destination organizations are using the power of data analytics to share their stories with their stakeholders, and use insights to drive growth and prosperity for their communities.

Friday, October 15th (Day 3) 10:10 AM - 10:30 AM

10:10 AM - 10:30 AM

Networking Break

Friday, October 15th (Day 3)

Ballroom Foyer

Friday, October 15th (Day 3) 10:30 AM - 11:00 AM

10:30 AM - 11:00 AM

CRM A Track

iDSS Publish Show & Tell

Friday, October 15th (Day 3)

Ballroom D/E
iDSS Publish can help your team generate consistent, elegant, branded communications on-the-fly. See case studies from destinations currently leveraging Publish and learn how to get started with Publish in your organization.

Integrated Marketing

Marketing to Meetings

Friday, October 15th (Day 3)

Ballroom B/C
How do you capture the elusive meeting and group market? We share strategies destination organizations are using to streamline their performance and create impact for their communities through meetings marketing.

Meetings

One-on-One Meetings

Friday, October 15th (Day 3)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Friday, October 15th (Day 3) 11:10 AM - 11:40 AM

11:10 AM - 11:40 AM

CRM A Track

Integrate Your Email with iDSS

Friday, October 15th (Day 3)

Ballroom D/E
Have you explored the iDSS integration for Outlook and Gmail yet? Our expert CRM team shows you how your team can share touchpoints with leads, customers, and travel writers at the touch of a button.

Integrated Marketing

Roundtable Discussion: Marketing to Meetings

Friday, October 15th (Day 3)

Ballroom B/C
In this interactive roundtable, we'll keep the discussion going by talking through the unique opportunities destinations are discovering and sharing successful ways they've connected with meetings and group travel organizers.

Meetings

One-on-One Meetings

Friday, October 15th (Day 3)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.

Friday, October 15th (Day 3) 11:40 AM - 12:00 PM

11:40 AM - 12:00 PM

Networking Break

Friday, October 15th (Day 3)

Ballroom Foyer

Friday, October 15th (Day 3) 12:00 PM - 12:30 PM

12:00 PM - 12:30 PM

CRM A Track

Get the Inside Scoop on the Cvent Integration

Friday, October 15th (Day 3)

Ballroom D/E
Our team takes you through an exciting new development on the iDSS roadmap: a brand-new integration with Cvent!

Integrated Marketing

Best Practices for a Remote Workforce

Friday, October 15th (Day 3)

Ballroom B/C
What we've learned being a... remote-friendly? Hybrid? Remote first with an office? Organization. We might not be 100% sure what to call it, but we'll share the tools and tips we've used to make it work for us for more than 10 years, and how you can adapt to the evolving idea of work culture.

Meetings

One-on-One Meetings

Friday, October 15th (Day 3)

Frampton
Schedule time to meet individually with Tempest experts. Request a meeting here.