One West Education Summit
Shaping the Future of Destination Marketing
Join us at the One West Education Summit with the Greater Western Chapter of the Travel & Tourism Research Association (GWTTRA), for an unparalleled opportunity to enhance your destination marketing strategies and celebrate your achievements. Held annually in September, the Education Summit is where industry professionals come together to share innovative ideas, learn from each other, and discover new ways to promote their destinations and manage their organizations. New for 2024 is our partnership with GWTTRA.
Celebrating Your Achievements
The Best Idea Program is a highlight of the One West Education Summit, showcasing the most informative, innovative, and influential ideas from our members. This program invites you to share inventive techniques or imaginative approaches to promoting your destination, managing your organization, providing services, and communicating with stakeholders.
Connect and Collaborate
Take advantage of significant opportunities for peer-to-peer idea exchanges as you build your network of industry colleagues. The Education Summit offers a creative, energizing, and friendly environment where you'll be engaged on all levels, increasing your value to your organization through your participation.
Vendor Showcase
Experience the Education Summit refreshment breaks and selected group meal functions, strategically located to maximize your time with vendors and exhibitors. Learn about technology products and services specifically designed for DMOs, and consider potential partners for future projects. We appreciate the support our vendors provide to the One West community and encourage delegates to engage with them, ask questions, and explore new solutions.
Education Summit Agenda
Wednesday | September 4th, 2024
Registration for Experiential Sessions Participants
8:30am – 10:00am
Experience-the-Destination: Experiential Sessions
- Spencer Butte Hike and Guided Cascades Raptor Tour: 9 a.m. – 12:30 p.m.
- Downtown Food and Wine Tour: 11:30 a.m. – 2 p.m.
- 20x21 Mural Tour: Downtown Eugene: 9 -11 a.m.
Registration for Education Summit & Vendor Showcase
12:00pm – 6:00 pm
Welcome Reception – Hosted by Drozian Webworks
6:00pm – 7:00pm
Thursday | September 5, 2024
Registration
8:00am – 5:00pm
Hot Buffet Breakfast
8:15am – 9:00am
Opening General Session
9:00am – 10:00am
Speaker - Dr. Robert Eyler
Dr. Eyler will provide an overview of the national economy as context for tourism demand to 2030, from labor to financial markets. The initial surge in tourism after the pandemic has cooled but is also regional. Opportunities and challenges for the tourism industry in the western United States are discussed along with some of the latest forecasts, including international travelers. Effects of the US elections and possible outcomes on international travel, as well as global issues are also provided.
Vendor Showcase & Networking Break
10:00am – 10:45am
Concurrent Workshops
10:45am – 12:00pm
Speaker 1 – Adam Stoker – CEO Relic Agency
This presentation delves into the strategic importance of utilizing owned media channels to grow and
engage audiences in the tourism industry. Rather than just capturing existing demand, owned media helps
DMOs create it, proactively shaping audience perceptions and desires. Using the three Cs, content–
community–commerce, we dive into how destination marketers can leverage their websites, blogs,
podcasts and more to create a devoted following that ultimately increases visitation to the destination.
Learn about the cost-effectiveness, control over content and the loyal audience base that comes with
owned media.
I will showcase some of the most successful real-world examples from within the industry and beyond,
demonstrating how valuable, relevant content tailored to the target audience can enhance brand
awareness, drive visitor engagement and ultimately increase tourism year over year. This presentation is
centered around how to make your marketing dollars last through strategically harnessing owned media.
Speaker 2 – Kelby Bosshardt, President & Co-Founder- Datafy
Future-Proof Your Ad Strategy: What's Changing and How to Adapt
A lot has happened in the data and ad tech world this year as we’ve seen notable changes to privacy
frameworks, expectations of performance measurements have shifted, and new technologies emerge. On top of that, big data continues to transform how marketers can reach more specific audiences across all industries and measure returns. But what does this mean for tourism? Does it change the way we develop and strategize our marketing plans? Join Datafy Co-Founder and President Kelby Bosshardt as he shares his insights on the current state of tourism as it pertains to both data and advertising and what and how to prepare for it all as we head into 2025.
Speaker 3 - Florian Herrmann -Herrmann Global and Lucy Harbor - RCC
Explore the profound influence of Western public lands and national parks on tourism and local economies. This session reveals current travel trends, highlighting the appeal of these natural wonders as significant demand drivers for gateway communities. Learn about the National Park Service's initiatives to understand and enhance visitor-generated economic contributions, and discover insights from Visit USA Parks on popular destinations, travel themes, and behaviors of international visitors planning trips to the Western US. Gain a comprehensive understanding of how these trends can be leveraged to support and grow local economies, emphasizing the symbiotic relationship between natural attractions and the communities that welcome travelers
Professional in Responsible Tourism - Session 1
Luncheon & Best Idea Program Presentations and Awards
12:00pm – 1:30pm
Hear about the innovative programs this year’s winners created in their destinations.
Peer-to-Peer Learning Sessions
1:30pm – 3:30pm
Peer facilitator for each session.
Professional in Responsible Tourism - Session 2
Vendor Showcase & Networking Break
3:30pm – 4:15pm
General Session Presentation
4:15pm – 5:00pm
Speaker – Anna Blount, Vice President, Research – Longwoods International
It’s increasingly important to understand how the travelers you’re targeting see your destination as a place to visit. The synergy of effective messaging aligned with your product offerings is what’s going to get travelers to choose your destination over your competitors. In this session, we’ll discuss ways to access your brand health, including determining the impact of your advertising and recent visitation on your destination’s reputation as a leisure travel destination. We’ll also share ways to consider and message against competitors, using reputational data to strengthen your communications. Finally, your visitation advertising is also selling your destination as a place to have a more permanent relationship – to live, work, and learn there. This session will conclude on how you can measure that impact and get credit for the wider economic development advances your team is achieving.
Evening Reception Event Hosted by Travel Lane County
Time 5:45PM – 8:00pm
Lane Farmers Market Pavilion
The Farmers Market Pavilion is a beautiful, light, and spacious venue with a unique indoor/outdoor atmosphere that includes roll-up garage doors that lead to a versatile Plaza space. Located in the heart of downtown in Eugene’s vibrant arts district. Food trucks, games, music, and drinks for attendees to enjoy.
Friday | September 6, 2023
Registration
8:00am – 9:00am
Hot Buffet Breakfast
8:00am – 8:30am
General Session Presentation & Annual Business Meeting
8:30am – 9:30am
Speaker – David Holder
Community Alignment - Reengineering what you do and why you do it
Destination organizations try awfully hard to not talk heads in beds when speaking about their work and results. But why avoid the most direct impact of destination development - generating overnight stays. It's time to reengineer heads in beds by working through the catalytic outcomes generated by intentionally pursuing overnight business that impacts the community, its businesses, institutions, and the quality of life of residents.
Vendor Showcase & Networking Break
9:30am – 10:15am
(2) Two Concurrent Workshops
10:15am – 11:30am
Speaker 1 – Richard Peterson
Cultural Heritage Tourism Connects Communities
In the ever-shifting landscape of cultural heritage tourism, striking the right balance between community engagement and stakeholder collaboration is paramount.
In this session we will explore the vital role of community engagement in preserving and promoting cultural heritage tourism – and assess how local business and community support not only enriches the visitor experience but also fosters a sense of pride and ownership among residents.
And we’ll examine the critical importance of stakeholder synergies. From government agencies and non-profits to cultural institutions, effective collaboration among diverse stakeholders is key to achieving cohesive and impactful tourism initiatives; representing the stories and cultural perspectives they provide.
This session is equipped with practical tools and key approaches to balance community engagement with stakeholder needs, ensuring that cultural heritage tourism not only thrives but also respects and enhances a community for years to come
Speaker 2 – Jon Schmieder
Best (and Worst) Practices in Sports Tourism Marketing
An ever-growing tourism vertical, the sports travel market provides ample opportunity for
organizations to capitalize on the industry growth if they understand how to strategically and effectively
"play the game." Industry leading consultant, Jon Schmieder, will discuss the best and worst practices of
sports tourism marketing, including case studies for each element covered in the session (example: how
to message the value of sports tourism to community stakeholders beyond economic impact data and
room pick-up reports).
Professional in Responsible Tourism - Session 3
Luncheon & Closing General Session
11:30am – 12:30pm
Speaker - Chuck Davison