General Session B:
De-Mystifying Distribution to Maximize Revenue
This enlightening General Session will begin with an overview of resort product distribution and is based on the special report, “De-mystifying Distribution,” authored by Cindy Estis Green, published by HSMAI and produced by TIG Global.
Further research will be presented with discussion of practical applications of distribution strategy. The presentation will be followed by a panel discussion on Electronic Distribution and what individual companies are doing to compete and maximize revenue. The panel will consist of well-known executives from two major Internet distribution companies, one GDS, and two resort companies that deal in volume in the electronic distribution world. The discussion will cover merchant model sites to opaque sites to representation firms. A question and answer period will follow. This will be your chance to get straightforward answers on your most mystifying questions.
MODERATOR: Trip Schneck, president, TIG Global
PANELISTS: Christine Brosnahan, vice president distribution & reservation services, Carlson Hotels Worldwide; Kyle Moore, director of marketing, Sabre Travel Network; Scott Brodows, vice president of hotel & car distribution, Sabre Travel Network; Drew Patterson, director of business development, Kayak Software; Bill Peters, vice president of reservations, Outrigger Hotels & Resorts; Michael Reichartz, Expedia; Pam Streeter, vice president of electronic distribution/marketing, Interstate Hotels & Resorts

3 Concurrent breakouts
Session 1: Operations Track – Spa Trends
RESORT+RECREATION MAGAZINE’s Spa Editorial Panel of top industry experts discusses today’s significant spa trends and their impact upon resort management! Hear from the panel how today’s top resort spas drive cash flow and improve occupancy and overall revenues. Learn how spas factor into vacation selection, discover today’s most popular spa development trends and find out how spa consumer behavior should play a role in your resort’s menu of services. Resort spas and spa employees play a crucial role in “The Spa Experience” and are redefining the concept of customer service! Don’t miss this opportunity to better understand your guests as you prepare your business for the future!
SPEAKER: Greg Hagin, contributing writer, Resort + Recreation Magazine
PANELISTS: William Kelley, general manager, The Grove Park Inn; Lorraine Park, contributing writer, Resort + Recreation Magazine; Diane Trieste, contributing writer, Resort + Recreation Magazine; Deborah Waldvogel, director of spa operations and resort activities, Mii Amo Destination Spa at Enchantment Resort

Session 2: Ownership/Real Estate Track –The Ins and Outs of Fractionals
Like the traditional resort business, timesharing has segmented, with products and pricing available to serve all parts of the consumer market. While many vacation ownership firms offer products for the low end of the market, a lot of buzz has been generated by high-end fractional timeshares. The panel explores the ins and outs of the fractional segment, with an emphasis on how to make the investment case for the product.
SPEAKER: Ed Watkins, editor, Lodging Hospitality
PANELIST: Scott Anderson, president, Dream Catcher; Richard Ragatz, president, Ragatz Associates

Session 3: Marketing Track – Internet Marketing: Cash in Your Own Backyard
This session will provide you with the tools to start increasing online revenue from your own resort and website. Speakers specializing in a variety of resorts will discuss techniques to employ for search engine optimization, Internet marketing campaigns (including usage of pay-per-click, directory listings, links, banners et.al) and email campaigns. The audience will gain insights into the successful outcomes of online marketing in the resort setting through illustrations and case studies presented by the panelists.
SPEAKER: Sue Heilbronner, executive vice president of marketing and business development, TIG Global
PANELISTS: Scott Dahl, Sunstone Hotels; Loren Gray, director of e-commerce, Ocean Properties Ltd.; Pam Streeter, vice president of electronic distribution/marketing, Interstate Hotels & Resorts

Session 5: Ownership/Real Estate Track – Resort Renovations
Hear the latest and greatest as these panelists present their cutting edge concepts and designs for renovating and rejuvenating resorts across the country. Share their enthusiasm and strategies used in guestrooms, public spaces and spas. Hear how a responsible budget can translate into increased average rates. Find out what’s new and coming in the explosive resort market and where the hottest new places to renovate are. This panel will tell you what’s up from the purchasing, ownership and the interior design points of view. Question and answer will follow.
SPEAKER: Steve Higgins, CEO, Higgins Purchasing Group
PANELIST: Debbie Mace, director of design and development, Exclusive Resorts, LLC; Additional Panelist To Be Announced

Session 6: Marketing Track – Best Practices: HSMAI Provides the Answers
This session will discuss the highlights of the field work on the Best Practices Initiative being conducted by the HSMAI Resort Marketing Committee. John Washko, co-chair of the committee, will give an overview of the study. This will be followed by a presentation of case studies, selected by the committee, which represent successful practices and strategies employed by resorts today.
SPEAKER: John Washko, The Broadmoor Hotel & Resort
PANELIST: To Be Announced

tuesday, april 5:

3 concurrent breakouts
Session 7: Operations Track – Program Utilization (golf, tennis, children’s programs, water parks)
This session will cover the marketing and management of compelling recreation experiences. Resort leaders will discuss the creation and evolution of an array of recreational experiences that has transformed the Pointe South Mountain into one of Arizona's leading full service resorts.
SPEAKER: Charles Naberhaus, general manager, Pointe South Mountain Resort
PANELISTS: Jim Ferguson, director of tennis, Pointe South Mountain Resort; Jim Fossenkemper, director of golf, Pointe South Mountain Resort; Bill Price, spa and athletic club manager, Pointe South Mountain Resort; Laurel Reynolds, marketing communications manager, Pointe South Mountain Resort; Angela Shaughnessy, director of reservations, Pointe South Mountain Resort; Mike Smith, Oasis Water Park manager, Pointe South Mountain Resort

Session 8: Ownership/Real Estate Track – Capital Investments in Technology
Information technology requirements for all resorts (summer and winter) have increased exponentially over the years to remain competitive, yet the return on investment from information technology is not always realized. This makes it difficult to secure capital for new technology-related initiatives. The session will de-mystify technology investments by focusing on the business aspects of technology investments; namely, building and defending a business case, securing the necessary funds, and measuring results. Each panelist will present a mini case study on a strategic business initiative involving technology, how the business case was made, the funds secured, and the results achieved to date.
SPEAKER: Dan Connolly, associate professor of information technology, School of Hotel, Restaurant and Tourism Management, Daniels College of Business, University of Denver
PANELIST: Paul Major, Director of Information Technology, Hotels Division – Aspen Skiing Company; Bill Peters, vice president of reservations, Outrigger Hotels & Resorts

Session 9: Marketing Track – Meeting Planners to Resorts: What We Need to Select You!
Finally, hear from your client’s perspective what they need from you! A panel of experienced meeting planners, representing corporate, association and third party organizations will answer prepared questions regarding what they seek out when choosing their next resort destination: location, venues, facilities, services, requirements, lead time and contacts plus more. Open question and answer will follow.
MODERATOR: Frank Fredericks, director of sales and marketing, Wild Dunes Resort
PANELISTS: Jamie Cook, president, Strategic Meetings, LLC; Susan Molinich, American Express Corporate Meeting Solutions; Nancy Nachman, independent planner, The Meetings Concierge; Dr. Ralph Rabin, Arizona Podiatric Medical Association; Cara Tracy, director of professional development, National Speakers Association

Property Tours
(transportation to off-site resorts will be provided)
Tour Canyon Ranch Resort in Tucson – limited to 10 attendees (please plan on spending the entire afternoon in Tucson or in transit as the drive is 2 hours)

• Tour Canyon Ranch Resort in Tucson – limited to 10 attendees
• Tour the Arizona Biltmore – limited to 60 attendees
• Tour the Royal Palms Resort and Spa – limited to 30 attendees
• Tour the Pointe South Mountain Resort