Tuesday, General Session 1
Perfect Pitch: The Science of Getting People to say YES to Your Ideas
Presented by: Tom Martin, Converse Digital
Every day, you pitch—whether it’s a strategic initiative, deadline extension, or simply your
point of view. But contrary to popular opinion, persuasion isn’t just about confidence,
charisma, or well-designed slides. It’s about science.
Whether introducing an idea, selling a vision, convincing a client, or rallying colleagues or
stakeholder support, understanding the invisible forces of persuasion is the difference between being ignored and inspiring action.
Tuesday, General Session 2:
Harnessing the Power of Generative AI
Presented by: Justin Gibbs, Miles Partnership
Hailed as “the most profound” technology by Google CEO Sundar Pichai, generative AI tools like
ChatGPT are making waves across industries, and tourism and hospitality are no exception. But
what does this mean for your destination or organization, and how can you harness this technology
in ways that are both impactful and measurable?
In this must-attend session, we’ll break down the essential aspects of generative AI, explore the
most compelling use cases for destinations and hospitality businesses and offer a forward-looking
view of where the technology is headed. We’ll also examine how to measure and track success, from
content performance and productivity gains to improved engagement and campaign outcomes,
ensuring your AI efforts deliver real, trackable value.
Breakout Session 1:
A Holistic Lodging Portrait of MI
Presented by: Bram Gallagher, AirDNA
In this presentation AirDNA STR data will combine with Kalibri Labs hotel intelligence to give a look at how the two main sources of commercial lodging have co-evolved in Michigan. We will see where the two compete most closely and where they complement each other perfectly. A breakdown of demand acquisition will shed light on the reasons people stay in Michigan and where, and the relative revenue shares between STR and hotels will be examined.
Breakout Session 2:
First Impressions Tourism (FIT) Assessment Program
Presented by: Andy Northrup, MSU Extension
Have you considered capturing first-time visitor perspectives of your community might be the first-step needed to spawn new tourism development? Have you considered first-time visitors may view your community in a new manner of which you and your stakeholders can benefit? Are you interested in expanding and enhancing assets and leadership opportunities to strengthen your small town economy?
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First Impressions Tourism (FIT) is a comprehensive community assessment conducted by unannounced visitors in a host community positioned to lead new development based on your program results. FIT involves developing community leadership, assessing the host community, sharing the results in a community forum open to all, and providing suggestions to drive community action. Overall, FIT helps communities learn about their strengths and weaknesses through the eyes of first-time visitors.
Breakout Session 3:
Crisis Management: Do's and Don’ts for DMOs
Presented by: Vince Boileau, Leanne Schaeffer, and Erin Trisch, Boileau & Co., moderated by Jen Sistrunk, Visit South Haven
How ought a DMO respond to local crises? Are there times when it’s best not to comment at all? What proactive plans can be established to prepare our team for a crisis?
This presentation will highlight key crisis communication strategies, including when and how to acknowledge different types of situations. The session will walk attendees through sample scenarios, providing hands-on opportunities to practice crisis management skills. Attendees will learn key “dos and don’ts” for navigating circumstances like natural disasters, community issues, and social media negativity.
Tuesday, General Session 3:
DMO Table Topics - Join one of three groups for discussion on a topic. There will be an opportunity to
rotate and join another group during this one hour rotation.
Using AI in Marketing - MarketetView West, moderated by Katherine Bitely
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Policies and Compliance- MarketvVew East, moderated by Linda Freybler
Topic #3 TBA - Marketside
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Wednesday, General Session 1
Experiences are the Soundtrack of our Life: Leveraging Visitor Experiences to Drive Visitation
presented by Tom Martin, Converse Digital
Tom Martin is a no-nonsense, straight-talking sales and marketing strategist with over 30 years of experience helping organizations turn conversations into customers. As the author of The Invisible Sale and founder of Converse Digital, Tom has built a career on demystifying persuasion, showing brands how to earn trust, capture attention, and drive action by leveraging digital technology and platforms.
An internationally recognized keynote speaker, Tom blends marketing, psychology, and technology to teach audiences how to communicate with impact and influence. Whether you’re pitching an idea, creating desire, or driving visitation, Tom’s insights will change how you think about changing minds.
Follow him on Twitter @TomMartin or contact him at Converse Digital.
Wednesday, General Session 2
Unlock Your Community's Superpower: Resident Sentiment Towards Sporting Events
Presented by: Dr. Jennifer Stoll, Cimarron Global Solutions
In the vibrant world of tourism, sports tourism uniquely bridges communities and destinations. This session offers an in-depth look at the sports tourism industry, exploring its current trends and showcasing data-driven insights on how sporting events can drive positive community impact. Dr. Stoll will share actionable strategies to apply these insights effectively in your destination, no matter its size.
Wednesday, General Session 3
DMO Panel and Parks Panel: Speed Round
Two panels will share tips/tricks/best practices during these fast-paced sessions on economic impact reports and all things parks/trails and destination development! Visit with our experts after the session for more "best practices" on these exciting projects!
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​Panel #1: Economic Impact Studies from DMOs - Sarah Miller, Destination Ann Arbor, Kayla Pionk,
Go Great Lakes Bay CVB, Brad Barnett, Visit Keweenaw - Moderated by Jamie Furbush, Frankenmuth CVB
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Panel #2: Parks Panel - Andy Kenyon, City of Holland Parks & Rec, Scott Reinert, South Haven Rec Authority, and Dan Bonner, Muskegon Luge Adventure Sports Park, moderated by Linda Hart, Holland Visitors Bureau
