State of North Carolina Office of the Governor
20301 Mail Service Center • Raleigh, NC 27699-0301 Beverly Eaves Perdue Governor March 2012
Dear Tourism Industry Professionals, Welcome to the 2012 Governor’s Conference on Tourism. I am pleased that you have joined us in Concord for what is the most comprehensive summit of our state’s travel and tourism industry. Thanks to your dedicated efforts, North Carolina remains one of the most visited states in the country. Throughout this conference, you will hear from some of the nation’s leading experts on tourism-related issues and trends. Each day will provide something new and exciting to learn, as well as excellent opportunities to exchange thoughts and ideas with colleagues and industry partners. We are holding this year’s conference in Cabarrus County, home to an incredible concentration of our state’s motorsports attractions. In addition to the Charlotte Motor Speedway and zMAX Dragway, Cabarrus County offers visitors many activities such as shopping, sightseeing and cultural events that appeal to a wide variety of interests. Once again, thank you for attending the 2012 Governor’s Conference on Tourism. We are proud of the accomplishments of North Carolina’s tourism industry, and we look forward to working with you in the near future. Sincerely,
Beverly Eaves Perdue
location:
116 West Jones Street • Raleigh, NC • Telephone: (919) 733-5811 www.governor.state.nc.us
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Contents
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Conference Agenda
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Hotel Floor Plan
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Speakers’ Biographies
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2012 Winner’s Circle Award Recipients
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Conference Sponsors
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Division Staff
Follow us @NCTourism #NCGC12 North Carolina is committed to sustainability and is proud of the many green initiatives taking place across the state. This guide is printed on 10 percent post-consumer recycled paper. Program sponsored and published by Journal Communications Inc. On the Cover: Charlotte Motor Speedway
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2012 Tourism Education Foundation of NC Silent Auction
• To promote education research in tourism in North Carolina by providing financial support, leadership and professional expertise – principally by awarding scholarships and student aid to individuals who want to pursue a course of study related to the tourism and hospitality industry. The Tourism Education Foundation of North Carolina is approved by the IRS as a 501 C (3) organization, which means that all contributions are exempt from federal income tax.
The Tourism Education Foundation of North Carolina is a nonprofit organization created by the North Carolina Travel Industry Association to help the state’s tourism industry prepare for a dynamic future. The foundation’s objective is to enhance the tourism industry by developing knowledgeable leadership. The main purposes of the foundation are:
The silent auction supports a combination of undergraduate scholarships and graduate scholarships for students attending North Carolina colleges or universities in tourism or hospitality management programs.
• To promote the development of talent, experience and leadership in the tourism/ hospitality industry in North Carolina for the benefit of the profession and the general public.
Please help support the foundation by participating in this year’s silent auction. The 2012 Silent Auction will be open during the conference in Harrisburg B. Downtown Kannapolis
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Conference Agenda Sunday, March 11
Monday, march 12
3 p.m.-6:30 p.m.
7:30 a.m.-5:30 p.m.
Tourism Education Foundation of NC Silent Auction Harrisburg B
Conference Registration South Rotunda
Place your bids on attractive donated items from across North Carolina. Proceeds support undergraduate and graduate scholarships for students attending North Carolina schools and demonstrating promise as future leaders of the tourism and hospitality industry.
3 p.m.-6:30 p.m. Conference Registration South Rotunda
4 p.m.-5 p.m. Division Co-op Marketing Workshop Carolina A&B Join the Division of Tourism and its new marketing partner agencies LGA and DCI to preview the cooperative marketing opportunities planned for 2012-13. Learn about all the programs available, how to best invest and extend your limited marketing dollars in collaboration with the Division, and have time to follow up with the Division staff, agencies and media partners in attendance for more details during the conference to find the best fit for your organization. Wit Tuttell, director of tourism marketing, North Carolina Division of Tourism, Film and Sports Development
7:30 a.m.-5:30 p.m. Exhibitor Marketplace Prefunction Area
7:30 a.m.-5:30 p.m. Tourism Education Foundation of NC Silent Auction Harrisburg B Place your bids on attractive donated items from across North Carolina. Proceeds support undergraduate and graduate scholarships for students attending North Carolina schools and demonstrating promise as future leaders of the tourism and hospitality industry. Breakfast on Your Own – Embassy Suites includes a complimentary full breakfast Coffee will be available in exhibitor area
7:30 a.m.-8:15 a.m. Introductory Session for First-Timers and Students Carolina C New to the North Carolina Governor’s Conference on Tourism? Attend this session to find out the best way to meet the contacts you need and get the most out of the educational offerings.
Maureen Haley, account supervisor, DCI
Wit Tuttell, director of tourism marketing, North Carolina Division of Tourism, Film and Sports Development
6:30 p.m.-9:30 p.m.
8:45 a.m.-9 a.m.
Brooks Luquire, senior account executive, LGA
Opening Reception – Great Wolf Lodge Before the conference race begins, pull in for a pit stop to catch up and network with your industry colleagues. Prepare to get revved up, put your pedal to the metal, and fill your tank with fabulous food and drink. When you cross the finish line, you’ll know you’re “Where Racing Lives.”
Welcome & Opening Remarks Concord F
Sponsored by
Terry Crawford, board chairman, Cabarrus County CVB
Keith Crisco, NC Secretary of Commerce Lynn Minges, assistant secretary for tourism, marketing and global branding, NC Dept. of Commerce J. Scott Padgett, mayor of Concord
9 a.m-10 a.m. Opening Keynote – Fascinate: How to Persuade and Influence Sally Hogshead, chief fascination officer, Fascinate Inc.
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Why are you captivated by some people, but not others? How do certain leaders convince you to change your opinion, yet others go ignored? In a competitive environment, why do we decide to buy certain brands, visit certain places or believe certain messages? Advertising icon Sally Hogshead has the answers. Building from her book, Fascinate: Your 7 Triggers to Persuasion and Captivation, Hogshead brings a strategic marketing approach to the art of influence. Often compared to writings by Malcolm Gladwell and Seth Godin, Hogshead’s storytelling weaves together unique insights from disciplines ranging from history and biology to cultural anthropology. Concord F Sponsored by
10 a.m.-10:30 a.m. Refreshment Break & Spotlight on Exhibitors Prefunction Area
10:45 a.m.-11:30 a.m. KEYNOTE – WHY TRAVEL MATTERS Roger Dow, president and CEO, U.S. Travel Association Increasing travel to and within the United States supports communities, injects billions into the U.S. economy and creates millions of American jobs. U.S. Travel Association President and CEO Roger Dow will share his perspective on issues and opportunities for the nation’s travel industry, including ways to reduce barriers to international visitors, improve the travel process and prove the value of travel. Learn how to defend the travel industry and unlock incredible opportunities to expand your local and global footprint. Concord F Sponsored By
11:45 a.m.-1:15 p.m. Tourism Winner’s Circle Luncheon & Awards Concord E Sponsored by
1:30 p.m.-2:15 p.m. Concurrent Educational Sessions Going Green Without Going Into the Red Carolina C Businesses and communities are embracing green initiatives as consumers become more environmentally conscious. This panel will showcase effective ways that communities can engage in “green” activities that will help attract visitors, preserve the environment and continue to grow the local economy. Shelly Green will demonstrate how the Durham CVB became the first CVB in the nation to have a Green Plus Certification that has generated national attention. Katie Allen from the Conservation Fund will show how a strategic planning process can be used as a tool for protecting a region’s conservation resources, including cultural and natural resource assets. And Tom Rhodes will discuss the new NC GreenTravel Initiative, North Carolina’s first statewide green travel recognition program. Moderator: Alex Naar, sustainable tourism outreach coordinator, North Carolina Division of Tourism, Film and Sports Development Katie Allen, program associate, The Conservation Fund Tom Rhodes, NC GreenTravel Initiative program coordinator, NC Department of Environment & Natural Resources Shelly Green, president & CEO, Durham Convention & Visitors Bureau Creating Fascinating Social Media Messages Fairway A & B
11:30 a.m.-11:45 a.m. Spotlight on Exhibitors Prefunction Area
We’ve all heard about the value of social media, but what’s the real secret to a message that spreads? Using original content and proprietary research, Sally Hogshead leads you on a fast and furious journey through business, behavior, culture and trends, showing how to create irresistibly effective social media messages. From universal rules of social stardom, to the unique attributes of
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Conference Agenda tools like Facebook, Twitter, Foursquare and even dating sites, Hogshead explains how we can all better use these tools to our advantage in our business and personal lives. Sally Hogshead, chief fascination officer, Fascinate Inc. The Dating Game: Competing for the Attention of Top Media Kannapolis B Join the audience of this 1960s’-style game show that will showcase what today’s media are seeking from DMOs, how best to package a story that will capture media attention and what sets a destination apart in today’s competitive environment.
destinations want to get ahead, all of their partners need to come together and work as one to create a sense of place for a destination. Come learn from the Exit 49 attractions how a shopping mall, a speedway, a waterpark hotel resort and a convention center/golf resort hotel will come together to share how they work together as a team to create a sense of place in a dynamic destination. Moderator: Berkeley Young, president, Young Strategies Panelists: Donna Carpenter, executive director, Cabarrus County CVB Phil Cunningham, general manager, Great Wolf Lodge
Game Show Host: Andrew T. Levine, president, Development Counsellors International
Ray Soporowski, vice present & general manager, Concord Mills
Bachelors: Amy Alipio, associate editor, National Geographic Traveler
Terry Crawford, CHA, general manager, Embassy Suites
Derek Helwig, broadcast producer
Jessica Fickenscher, vice president, special projects, Charlotte Motor Speedway
Six lucky NC destinations Making the Most of the Opportunity – In Print and Online Kannapolis A With limited budgets and resources, it’s important to maximize the exposure of your area’s attractions, accommodations and events throughout the Division’s programs. How can you improve your listing on VisitNC.com? What’s important for getting an attraction featured in the Official North Carolina Travel Guide? What new places would make good photo opportunities in your community/destination? Meet the Travel Guide’s editors and VisitNC.com’s webmasters to learn more about how you can take full advantage of the Division’s award-winning publication and website. Maximize your use of free options, consider investing in a cost-effective way to reach highly qualified travelers, and learn from the staff, Journal Communications Inc. and LGA about all the new technologies the Division is using to bring visitors to you. Kathy Prickett, publications manager, North Carolina Division of Tourism, Film and Sports Development
2:30 p.m.-3:15 p.m. Concurrent Educational Sessions Research – Effectively Using North Carolina’s Research Kannapolis A Challenging economic times and budget constraints have put increasing focus on the justification of the tourism industry’s marketing efforts, leading organizations to turn more frequently to research for answers. Learn how to more effectively use the Division’s research and gain insight from practical applications of the research from the perspectives of both a large CVB and a smaller destination. Marlise Taylor, tourism research manager, North Carolina Division of Tourism, Film and Sports Development Mike Applegate, director of research, Charlotte Regional Visitors Authority Nancy Nichols, tourism director, Chowan County TDA
Susan Chappell, vice president/travel publishing, Journal Communications Inc.
Tourism Issues for the Upcoming General Assembly Session
Brooks Luquire, senior account executive, LGA
Fairway A & B
Making Exit 49 an Entrance
This interactive session provides up-to-date information on North Carolina’s political and economic landscape and how it affects the state’s tourism industry. Hear more and ask questions about new laws and proposed
Carolina A Partnership and co-opetition are critical to survive in today’s competitive world. When
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legislation that affects your business and community. Moderator: John Beatty, The Grove Park Inn Resort & Spa Panelists: Dana Simpson, North Carolina Travel & Tourism Coalition Jim Hobbs, Hospitality Alliance of North Carolina Frank Gray, North Carolina Restaurant & Lodging Association The Butler Did It – Right: Customer Service Strategies for Tourism Carolina C At a time when travelers are scaling back, searching for value and looking to review sites like TripAdvisor for recommendations, the quality of service you provide can mean the difference between visitors choosing you or going somewhere else. Join two highly regarded North Carolina industry professionals to gain insight into the customer service initiatives they’ve successfully employed to distance their organizations from the competition. Julie Brakenbury, director of visitor services, Greater Raleigh CVB David Robinson, internal customer services manager, International Institute of Modern Butlers (and Rutherford County Tourism) Project Runway: Tailoring Press Materials for the Digital Catwalk Kannapolis B In this digital age, press materials require a makeover to maintain effectiveness. This session is designed for front-line destination communicators who seek to understand how traditional press materials must be altered to maximize their effectiveness on digital platforms. The art of crafting successful headlines, decks and leads that will receive pick-up and drive Web visits and the importance of effective search engine optimization will be profiled. This session will also showcase leading services that can assist small communication departments in making a big splash in the digital space. Brittani Wood, digital and social media manager, Development Counsellors International Leveraging Partnerships with AAA Carolina A AAA leads the way in the essential upscale leisure and drive markets. Discover how to tap into this proven and profitable market – more than 53 million loyal, active members who account for 38 percent of U.S. travel and
34 percent of all room nights in North Carolina – with experienced speakers from all sides of the table. These professionals will guide you to a better understanding of the organization and show you how to make AAA work for you by outlining how DMOs, lodging properties and attractions can best leverage the trusted AAA brand and ratings. Dianna Pierce, assistant vice president, group sales & services, Asheville Convention & Visitors Bureau Leslie Brewer, group sales manager, Biltmore Joel Brown, account manager, AAA National
3:30 p.m.-4:15 p.m. Concurrent Educational Sessions Capitalizing on the Retirement Boom Carolina A Today and every single day for the next 18 years, more than 10,000 Baby Boomers will reach the age of 65, and North Carolina is among the top retirement destinations in the country. Learn how your community can capitalize on the influx of retirees to North Carolina. Hear about the Certified Retirement Community Program and collaborative initiatives, and see detailed research on this demographic. Panelists will share effective strategies for attracting retirees while also highlighting the tourism potential, economic benefits and measurable success stories from the conversion of visitors to residents. Moderator: Andre Nabors, tourism development manager, North Carolina Division of Tourism, Film and Sports Development Pat Mason, co-founder, Center for Carolina Living Mickey Gregory, executive director, Lumberton Visitors Bureau Connie Russ, Certified Retirement Community program director, Lumberton Emerging Trends in Travel Marketing Fairway A & B Technology is constantly changing the way visitors research and plan their vacations. But which new technologies are trends and which are just fads? This session focuses on how best to leverage emerging technology opportunities to reach and influence prospective visitors. A panel of industry leaders will discuss the latest case studies on mobile advertising, real-time digital marketing with real-time results, and using Google TV Ads for better Web conversions
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Conference Agenda at a price even a small organization can afford. Moderator: Wit Tuttell, director of tourism marketing, North Carolina Division of Tourism, Film and Sports Development Angie Briggs, vice president, new business development, Miles Media Diane Nordstrom, director, Currituck County Travel & Tourism Straight From the Horse’s Mouth: Understanding the Needs of Media Today Kannapolis B
take advantage of this segment of the travel/ tourism industry that’s attracting visitors and spending across North Carolina. Moderator: Kristi Driver, manager of group travel, North Carolina Division of Tourism, Film and Sports Development Mike Anderson, director of sports, Visit Charlotte Chuck Hobgood, president of NC Amateur Sports Kim Strable, president of Greensboro Sports Commission
Panel discussion will feature leading print, broadcast and online journalists sharing current media insights across today’s leading communication platforms. Learn which story themes are trending, how to best pitch stories on your community, and which digital assets are now considered necessary to support editorial and give destinations a leading edge.
4:15 p.m.-5:15 p.m.
Moderator: Karyl Leigh Barnes, partner/senior vice president, Development Counsellors International
Tonight, prepare for the unexpected. This might be “Where Racing Lives,” but this evening you’ll be transported to a whole new world. Don’t worry, it’s a very short trip to our networking event, but once there, you’ll think your miles away … Bring a good appetite and your sense of adventure … you just may need both!
Panelists: Chris Gray Faust, Travel Blogger Kathryn O’Shea Evans, assistant editor, Travel + Leisure Derek Helwig, broadcast producer
Exhibitor Tradeshow Prefunction Area
6:30 p.m.-9:30 p.m. Evening Event to Showcase Cabarrus County
Sponsored by
Research – Effectively Using North Carolina’s Research Kannapolis A Challenging economic times and budget constraints have put increasing focus on the justification of the tourism industry’s marketing efforts, leading organizations to turn more frequently to research for answers. Learn how to more effectively use the Division’s research and gain insight from practical applications of the research from the perspectives of both a large CVB and a smaller destination. Marlise Taylor, tourism research manager, North Carolina Division of Tourism, Film and Sports Development Mike Applegate, director of research, Charlotte Regional Visitors Authority Nancy Nichols, tourism director, Chowan County TDA Sports 101: A Tourism Engine for Your Community Carolina C The sports event industry continues to be a top performer during the economic recovery. In this session, learn how communities of all sizes can
9:30 p.m-11 p.m. Afterglow on the Terrace Rocky River Terrace
Tuesday, March 13 7:30 a.m.-Noon Conference Registration South Rotunda
7:30 a.m.-1 p.m. Exhibitor Marketplace Prefunction Area
7:30 a.m.-10:30 a.m. Tourism Education Foundation of NC
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Conference Agenda Silent Auction Harrisburg B Place your bids on attractive donated items from across North Carolina. Proceeds support undergraduate and graduate scholarships for students attending North Carolina schools and demonstrating promise as future leaders of the tourism and hospitality industry.
games and make fans feel like they belong at the stadium on Sundays. Learn how you can use these strategies to help inspire customer loyalty from your visitors. Concord F Sponsored By
Breakfast on Your Own – Embassy Suites includes a complimentary full breakfast
11:30 a.m.-11:45 a.m.
Coffee will be available in exhibitor area
Spotlight on Exhibitors Prefunction Area
8:30 a.m.-9:45 a.m. FORGING DEEPER CONNECTIONS WITH TRAVELERS (Division Update) Concord F Don’t miss the preview of the Division’s marketing initiatives for 2012-13. Hear how North Carolina’s new messaging strategy is forging “deeper connections” with consumers in print, digital, media relations and more. See the new creative and learn when, where and how your organization can engage with the Division and its partners LGA, DCI and Journal Communications in connecting more travelers to uniquely North Carolina experiences.
11:45 a.m.-1 p.m. 2013 GOVERNOR’S CONFERENCE HOST CLOSING LUNCHEON Concord E You thought you knew Wilmington with its Historic River District and island beaches? As host of the 2013 Governor’s Conference on Tourism, Wilmington and its beaches of Carolina, Kure and Wrightsville will have some surprises in store for next year. “Heed the Call of the Water” and join us in 2013. Sponsored by
Lynn Minges, assistant secretary for tourism, marketing and global branding, NC Dept. of Commerce Sponsored By Downtown Kannapolis
9:45 a.m.-10:20 a.m. Refreshment Break & Spotlight on Exhibitors Prefunction Area
10:30 a.m.-11:30 a.m. CLOSING Keynote – Inspiring Customer Loyalty Danny Morrison, president, Carolina Panthers During a time when it’s getting easier every day for fans to stay home to watch games on their HD flat screens and follow their fantasy football teams, Danny Morrison will share his inside look at what the Carolina Panthers are doing to ensure a unique customer experience, sell-out
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Floor Plan
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Speakers’ Biographies Secretary J. Keith Crisco J. Keith Crisco was appointed Secretary of Commerce by Gov. Bev Perdue in January 2009. He brings 40 years of experience in business and commerce to the position. For more than 20 years, Crisco served as president and chairman of Asheboro Elastics Corp., a company he formed with partners in 1986. This highly successful company has offices in seven countries, manufacturing facilities in Central America and the United States, and sales around the world. Prior to that, he worked for eight years as the president of Stedman Elastics in Asheboro. Crisco earned a bachelor’s degree in mathematics and physics from Pfeiffer University in Misenheimer and a master’s degree in business administration from Harvard University. After graduate school, the Stanly County native worked as assistant to the executive vice president for Burlington Industries. He worked for the company for 10 years, including stints in Chicago and New York City. From 1970-71 Crisco served as a White House fellow in Washington, D.C., as assistant to the U.S. Secretary for Commerce during the Nixon administration. Born and raised on a farm near Aquadale, N.C., Crisco has served on the Asheboro City Council, as chairman of the Pfeiffer University board of trustees, as chairman of the N.C. Center for Public Policy Research and as chairman of the National Elastic Manufacturer’s Association. He also served as chairman of Globio, a children’s educational website based in Portland, Ore., that uses wildlife photos to create a dialogue to connect children around the world. Crisco also served on Randolph Community College’s board for 16 years and as an active member of the UNC School of Public Health Advisory Council. He has been active with the N.C. Community Foundation, Action for Children North Carolina, and various land trust and environmental organizations. His personal interests include country music, genealogy and baseball. He and his wife, Jane, have three children and six grandchildren. They live in Asheboro and the Town of Oriental in Pamlico County.
Lynn Davis Minges Lynn Minges is the Assistant Secretary of Tourism, Marketing and Global Branding for the North Carolina Department of Commerce and has served in progressive leadership roles within the department for nearly 20 years. In her current role, Minges provides leadership and strategic direction for the state’s tourism, film, sports and wine industries while directing the state’s marketing strategies to position North Carolina as the preferred location for domestic and international business. Under her leadership, the department has been recognized with more than 30 national and international awards for marketing excellence in the areas of advertising, cooperative marketing, website development, niche marketing, international marketing and publications. And, tourism has grown to become a $17 billion industry, employing nearly 200,000 North Carolinians. Minges is actively involved in numerous national and regional boards and commissions where she is frequently engaged in the development of policies, strategies, research and initiatives designed to advance the nation’s $1.8 trillion tourism industry. Minges currently chairs the National Council of State Tourism Directors and was recently elected secretary and member of U.S. Travel’s Executive Committee. She is a member of the U.S. Tourism Policy Council and Leisure Advisory Council and serves on the executive board of Travel South USA. Minges also serves on the Business Advisory Council of the John A. Walker College of Business at Appalachian State University. Recognized by Triangle Business Journal with their Outstanding Women in Business Award, Minges is a graduate of both Peace College and North Carolina State University.
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Speakers’ Biographies Roger Dow Roger Dow is the President & CEO of the U.S. Travel Association, the national organization that represents all segments of travel and tourism in America, an industry responsible for generating $1.8 trillion in economic output annually. Roger joined U.S. Travel Association in 2005 after a 34-year career at Marriott International, where he led its 10,000-person worldwide sales organization as senior vice president, Global and Field Sales. Dow was instrumental in leading an industry-wide movement for creation of the Travel Promotion Act. More recently U.S. Travel is working closely with the administration and Congress to implement common-sense approaches to our nation’s air travel security while making the process less burdensome on travelers. Dow has been recognized by many organizations over the years. In 2009, he was presented an honorary degree from Johnson & Wales University. Roger and his wife, Linda, reside in Potomac, Maryland.
Sally Hogshead Growing up with the last name “Hogshead” would give anyone an unconventional point of view. Today, Hogshead teaches how to instantly persuade and captivate in a world with a nine-second attention span. Hogshead frequently appears in national media including NBC’s Today Show and The New York Times. Her creativity has won hundreds of awards, and reality TV show Making It Big dedicated an entire episode to her as “advertising’s icon.” The press has described her as “the marketing mistress of fascination” who has “changed the face of North American advertising.” While studying at Duke University, Hogshead lived with an African tribe inside a goat dung hut. After graduation, she began a career in advertising, and in her second year, won more awards than any other writer in the United States. She was named “the most successful junior copywriter of all time.” At age 27, she founded her first ad agency and next opened the West Coast office of illustrious
agency Crispin Porter + Bogusky. Clients have included Nike, Coca-Cola, Godiva, Aflac and MINI Cooper. Hogshead’s internationally acclaimed book, Fascinate: Your 7 Triggers to Persuasion and Captivation, has been translated into 14 languages, with praise from thought leaders such as Seth Godin and Tom Peters.
Danny Morrison Danny Morrison was named president of the Carolina Panthers in 2009, but his association with the organization began many years earlier when he oversaw the implementation of the team’s training camp at Wofford College. In his capacity as team president, Morrison is responsible for the Panthers business operations and Bank of America Stadium business interests, and he represents the organization in many National Football League matters. Prior to joining the Panthers, he served as director of athletics at Texas Christian University, senior vice president at Wofford College and as commissioner of the Southern Conference. As commissioner of the Southern Conference, Morrison established numerous progressive initiatives, creating partnerships with corporate entities while expanding and enhancing the television schedule for the conference through various networks. A native of Burlington, Morrison attended Wofford College, where he lettered four years in basketball and graduated summa cum laude and Phi Beta Kappa in 1975 with a Bachelor of Arts in mathematics. He also earned a Master of Education in administration and supervision from the University of North Carolina in 1981, and a doctorate in educational leadership from the University of South Carolina in 2000. Morrison and his wife, Peggy, have two children.
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Winner’s Circle
Richard Childress Richard Childress is president and CEO of Richard Childress Racing. He purchased his first race car, a 1947 Plymouth, for $20 at age 17. Since then, he has gone on to make a name for himself in the world of motorsports. He was a NASCAR Sprint Cup Series driver from 1969 to 1981, recording six top-five and 76 top-10 finishes in 285 starts. He finished fifth in the point standings in 1975 and earned top-10 points finishes in five of the eight full seasons he competed as a driver. He retired as a driver in mid-1981, naming Earnhardt to finish the season in his car. His first NASCAR Sprint Cup Series victory came in 1983 with Ricky Rudd at Riverside (CA) International Speedway. Childress was the first NASCAR team owner to win championships in the NASCAR Sprint Cup Series (Dale Earnhardt - 1986, ’87, ’90, ’91, ’93 and ’94), NASCAR
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Nationwide Series (Harvick – 2001, Harvick and Johnny Sauter – 2003, Harvick – 2006, Burton and Scott Wimmer – 2007, Bowyer – 2008) and NASCAR Camping World Truck Series (Mike Skinner – 1995, Austin Dillon – 2011). Other racing honors Childress has received include being named the NASCAR Sprint Cup Series Rookie of the Year Award in 1997 with Skinner, and in 2001 with Harvick. In addition, he has 205 victories in NASCAR competition, including the 1998 and 2007 Daytona 500, and the 1995, 2003 and 2011 Brickyard 400. He has earned 13 NASCAR championships and one ARCA Series championship. Childress was named the 2011 NASCAR Buddy Shuman Award winner at Myers Brothers Luncheon, and was named the 2010 NASCAR Owner of the Year by The Sporting News in 2001 and 2006. A Richard Childress Racing team has earned a Sprint Cup Series win in 26 of the last 29 seasons. Childress has nurtured a vision for Childress Vineyards from the days when NASCAR began racing in California. With winery partner Greg Johns, Childress embarked on the construction of the largest state-of-the-art winery in North Carolina. The 35,000-square-foot winery at Childress Vineyards has been named one of the Top 25 Tasting Rooms in America by Wine Enthusiast (May 2008) and has received the N.C. Governor’s Cup four times for its Best of Show wines since opening in 2004. Childress was the recipient of the 2008 Home Depot Humanitarian of the Year Award for his role in establishing the Childress Institute for Pediatric Trauma at Wake Forest University Baptist Medical Center. Childress makes his home in Clemmons. He and his wife, Judy, have a daughter (Tina Dillon) and two grandchildren, Austin and Ty Dillon.
Mary Jaeger-Gale Mary Jaeger-Gale is the general manager of Chimney Rock at Chimney Rock State Park/Chimney Rock Management, LLC. She joined the Chimney Rock Park team in 1981 as sales and public relations director. As marketing manager and later vice president of marketing, she oversaw the company’s
research-based marketing program, which includes advertising, sales, public relations, promotions, Web development, children’s programming and special events. As a member of the park’s strategic leadership team, JaegerGale helped craft an agreement with North Carolina State Parks and Recreation to form a public-private partnership to continue to manage Chimney Rock when the privately owned attraction was sold to the state in May 2007. At that time, she assumed the duties of general manager of Chimney Rock Management, LLC, the management group that currently operates Chimney Rock, the focal point of the still-developing Chimney Rock State Park, for the state of North Carolina. Jaeger-Gale is active in organizations and serves on committees that not only promote the park, but help to forge partnerships within the state and the region. She has held leadership positions in Blue Ridge Mountain Host, the Hickory Nut Gorge Chamber of Commerce, the Rutherford County Tourism Development Authority, HandMade in America, the Southern Highlands Attractions Association, the Southeast Tourism Society, and the federally designated Blue Ridge National Heritage Area. Jaeger-Gale has served on the boards of the North Carolina Travel Industry Association and the U.S. Travel Association’s National Council of Attractions. She currently serves on the board of the Chimney Rock Village Development Association, the Friend’s of Hickory Nut Gorge, the Chimney Rock Village Fire Department’s Women’s Auxiliary and the Foothills Conservancy of North Carolina, and is a member of the advisory committee for Asheville-Buncombe Technical Community College’s Hospitality Education Department.
for A.M. Pullen & Co. Following several years in public and corporate accounting, Hobbs worked 25 years in various executive positions in the full-service hotel industry, living and/or working in Raleigh throughout. He “retired” in 1996 to begin a second career representing North Carolina’s travel industry in legislative and regulatory affairs. He was president of the North Carolina Hotel & Lodging Association from 1997 until 2003. He founded Hobbs and Co., LLC in 2003, focusing on governmental affairs and research dealing with North Carolina’s tourism industry. Hobbs is currently the director of the Hospitality Alliance of North Carolina, a statewide group of hotel owning and operating companies based in North Carolina. Hobbs lives in the historic Mordecai section of downtown Raleigh with his Siberian Husky, Cody and, in his spare time, has started his own babysitting service with only one client, his 3-year-old granddaughter, Alaina.
Charlie Shelton James E. “Jim” Hobbs Jim Hobbs is a native North Carolinian who grew up in Sampson County. Though he has worked at various times in his career across the Southeast, he has always maintained his residence in his native state. He arrived in Raleigh after attending the University of North Carolina– Chapel Hill and began his career as a field auditor
Charles M. Shelton, a native of Mt. Airy, resides in Dobson with his wife, Sandy. They have two children, Amanda Shelton Houser (Mrs. Todd Houser) of Charlotte and Charles M. Shelton Jr. (Chip) of Charlotte. Shelton attended Surry County Schools and is a graduate of Franklin High School class of 1953. Shelton is co-founder of Shelco Inc., a Southeastern commercial and industrial general contracting firm that he and his brother, Ed, sold to a group of their employees in 2004. He is general partner of The Shelton Companies, a private investment firm founded in 1978. In 1999, the Sheltons founded Shelton
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Winner’s Circle Vineyards. It is now the largest family-owned estate winery in North Carolina. Located in the Yadkin Valley near Dobson and Mt. Airy, the winery features a spacious visitor center with a tasting bar, gift shop and the Harvest Grill Restaurant. He serves or has recently served on the board of directors of First Union Corp., the board of directors of the University of North Carolina Health Care System, the board of trustees of the University of North Carolina at Charlotte, the board of directors of North Carolina at Charlotte Foundation, the board of directors of the Arts and Science Council of Charlotte, the board of trustees of the North Carolina Blumenthal Performing Arts Center, the board of the North Carolina Department of Transportation, the board of trustees at Wake Forest University, the board of visitors of Davidson College, the board of directors of Winston-Salem Business Inc., and the board of the Winston-Salem Foundations Inc. Shelton also served as state finance chairman of Gov. James G. Martin’s gubernatorial reelection campaign. Shelton and his brother, Ed, who are known for doing everything together, from building a construction company to running
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a vineyard, were inducted – together – into the NC Business Hall of Fame in November 2007. The brothers were also responsible for petitioning the federal government for American Viticultural Area recognition for North Carolina’s first AVA, the Yadkin Valley that was approved in 2003.
Ed Shelton
Ed Shelton, a native of Mt. Airy, resides in Dobson with his wife, Dotti. They have three children, Jennifer Egues (Mrs. Michael Egues) of Charlotte, Lydia Surles (Mrs. Mark Surles) of Charlotte and Winni Shelton of Atlanta. Shelton attended Surry County Schools and was a graduate of Mt. Airy High School in 1958. He also attended Lees-McRae College in Banner Elk. He and his brother founded Shelco Inc., a general construction company that they sold to a group of employees in 2004. They also founded and own The Shelton Companies, a private investment firm based in Charlotte. Other companies founded by the Sheltons include Fortis Homes, King Sash & Door Co., and Carolinas’ Distribution Services. In 1999, the Sheltons founded Shelton Vineyards. It is now the largest family-owned estate winery in North Carolina. Located in the Yadkin Valley near Dobson and Mt. Airy, the winery features a spacious visitor center with a tasting bar, gift shop and the Harvest Grill Restaurant. Shelton has served on various boards including the North Carolina Economic Development Board, North Carolina Citizens for Business and Industry, the board of Visitors of Babcock School of Management, the board of trustees at Queens College, and the board of directors of the Charlotte Chamber of Commerce. In addition, he was chairman of the Tryon Center for Visual Art, chair of the 1999 Annual Fund Drive for the Arts & Sciences Council of Charlotte and co-chair of Advantage Carolina, as well as chair of the Entrepreneur Circle at the McColl School of Business. He now serves on the Board of Trustees at Lees McRae College. In 1992, Shelton served as state finance chairman for Gov. James B. Hunt’s gubernatorial campaign.
Conference Sponsors We would like to recognize the following sponsors, whose contributions make this conference possible. We encourage you to visit these important partners in the Exhibitor Marketplace and take a moment to thank them for their support and hospitality.
Platinum sponsors A&V Company Charlotte Motor Speedway/The Speedway Club
Diamond sponsors Cabarrus County CVB Embassy Suites Concord Great Wolf Lodge Journal Communications Inc. Luquire George Andrews (LGA) Meredith Travel Marketing/Navigate Media Time Inc. Lifestyle Group UNC-TV Wilmington and Beaches CVB Wilmington Convention Center
SILVER sponsors The Billy Graham Library Madden Media
Bronze sponsors AAA World Magazine/AAA Going Places Magazine/AAA National Adara Media EverWondr Tourism Network Garden & Gun Martha Stewart Living and Weddings NC Sports Association NCC Media North Carolina’s Amtrak Outpost Design Pace Communications/US Airways Magazine Pandora Internet Radio South Carolina Living Summit Publishing (Blue Ridge Outdoors and Breathe Magazines) The News & Observer/Charlotte Observer Time Warner Cable Media Sales TripAdvisor
Friends Best Western Plus Coastline Inn Coach America NC Hilton Wilmington Riverside
zMAX Dragway at Charlotte Motor Speedway
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    NC Division of Tourism Staff Administration Lynn Minges, Assistant Secretary of Tourism, Marketing and Global Branding lminges@nccommerce.com Amy Berenson, Assistant to the Assistant Secretary aberenson@nccommerce.com Bryan Gupton, Director of Operations and Industry Relations bgupton@nccommerce.com Juli Cooney, Assistant to the Director of Operations jcooney@nccommerce.com
Nicolle Jones, Database/ Extranet Manager njones@nccommerce.com
Larry Strickland, Warehouse Manager lstrickland@nccommerce.com
Research
Inquiry
Marlise Taylor, Research Manager mtaylor@nccommerce.com
Jade Feliciano, Fulfillment Supervisor jfeliciano@nccommerce.com
Sustainable Tourism
Teresa Smith, Data Entry Supervisor/Toll-Free Area tlsmith@nccommerce.com
Alex Naar, Sustainable Tourism Coordinator anaar@nccommerce.com
Wine Marketing
Martha Slate, Business Manager mslate@nccommerce.com
Justin Furr, Wine Marketing jfurr@nccommerce.com
Community Relations & Outreach
NC Film Office
Eleanor Talley, Industry Relations Manager, etalley@nccommerce.com
Aaron Syrett, Film Office Director asyrett@nccommerce.com
Karen Mann, Community Relations Manager, kmann@nccommerce.com
Cheryl Mauro, Assistant to the Film Office Director cmauro@nccommerce.com
Domestic Marketing/ Group Tours/Sports
Guy Gaster, Production Services Executive ggaster@nccommerce.com
Kristi Driver, Manager of Group Travel, kdriver@nccommerce.com
International Marketing Heidi Walters, International Tourism Marketing Manager hwalters@nccommerce.com
Public Relations Margo Metzger, Public Relations Manager mmetzger@nccommerce.com Suzanne Brown, Public Relations Program Assistant sbrown@nccommerce.com Bill Russ, Photographer bruss@nccommerce.com
Publications/ Extranet Contacts Kathy Prickett, Publications Manager kprickett@nccommerce.com
Tourism Development
Welcome Centers I-26 East Welcome Center Margaret Ritchey, Manager mritchey@nccommerce.com I-26 West Welcome Center Vickie Sealock, Manager vsealock@nccommerce.com I-40 West Welcome Center Tina Evans, Manager tevans@nccommerce.com I-77 North Welcome Center Oma Boyd, Manager oboyd@nccommerce.com I-77 South Welcome Center Louie Comer, Manager ccomer@nccommerce.com
Andre Nabors, Manager of Tourism Development anabors@nccommerce.com
I-85 North Welcome Center Mary Perkinson, Manager mperkinson@nccommerce.com
Tourism Marketing
I-85 South Welcome Center Linda Cabaniss, Manager lcabaniss@nccommerce.com
Wit Tuttell, Director of Tourism Marketing wtuttell@nccommerce.com Dickens Sanchez, Assistant to the Director of Tourism Marketing dsanchez@nccommerce.com
Visitor Services/Inquiry/ Welcome Centers
I-95 North Welcome Center Frieda Day, Manager fday@nccommerce.com I-95 South Welcome Center Kat Littleturtle, Manager klittleturtle@nccommerce.com
Wally Wazan, Visitor Services Program Manager wwazan@nccommerce.com Cynthia Ferguson, Visitors Services Program Assistant cferguson@nccommerce.com
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North Carolina Integrated Marketing Program Build your brand. Expand your reach and frequency in print and online at VisitNC.com.
Connect with the high-value customer who is planning a trip to North Carolina to make “deeper connections” with the state’s distinctive and iconic places. Exclusive video sponsorship opportunities in both the digital version of the Official North Carolina Travel Guide and VisitNC.com are available now! Free app for iPad and iPhone on iTunes
Animated advertisements available in the digital guide. NEW: Tablet version, too!
iPad, iPhone and iTunes are trademarks of Apple Inc.
The official publication and website of the North Carolina Division of Tourism, Film and Sports Development in partnership with
and
FOR MORE INFORMATION, VISIT THE JOURNAL COMMUNICATIONS BOOTH OR CALL US AT (800) 333-8842.