Program Agenda 

Sunday, April 22, 2018

3:00 PM - 5:00 PM - Registration Open

5:30 PM - 7:00 PM - Pre-conference Reception

Monday, April 23, 2018

8:00 AM - 8:45 AM - Breakfast
8:45 AM - 9:00 AM - Welcome to Charlottesville
Introduction bySusan Payne, Chairman, VTC Board & Kurt Burkhart, Director, Visit Charlottesville

9:00 AM - 10:30 AM - General Session #1

Change and Performance: How to Win
When the Shift Hits the Fan

SPEAKER: Jennifer Barbee, CEO of Destination Innovate


A motivation blend talk about professional performance, strategy and how to integrate trends that happen at the speed of the Internet. Don't get left behind when change happens. Highlights major trends in Marketing and DMOs, how to prepare and keep yourself ahead of the pack!

10:30 AM - 10:45 AM - Break - Visit with Exhibitors

10:45 AM - 11:45 AM

Breakout #1 (roundtable)

The Numbers Game


Virginia Beach CVB, Richmond Region Tourism, Town of Culpeper Tazewell County, Halifax County and Visit Loudoun


Join DMO’s both large and small as they attempt to hash out a true State of Virginia methodology for the standard way to accurately count visitors. We’ll hear how various DMO’s from all over the state attack this issue and we’ll endeavor to bring some closure to the age old counting/numbers question by determining what methods rise to the top. Then the industry can begin to formulate a best practices policy that would be used to standardize this procedure throughout the Commonwealth. This will be an interactive round table on developing a State of Virginia "Methodology" for a standard way to count visitors led by VTC's Esra Calvert.

Breakout #2 (webinar)

The Definitive Guide to Influencing Your City to Adopt & Enforce Fair, Balanced and Enforceable Short-Term Rental Regulations

SPEAKER: Ulrik Binzer - Founder & CEO of Host Compliance


In this webinar, you will learn about the rapidly growing short-term rental industry and get a step-by-step guide to influence your city to adopt and enforce sensible and effective short-term rental regulations that adequately incorporate the concerns of all relevant stakeholders. In this session you will also learn how several Virginia cities have deployed advanced monitoring technology to quickly and cost-effectively get the information they need to solve the short-term rental compliance problems and ensure a level playing field between traditional lodging providers, and the operators of non-conventional forms of short-term accommodation.

11:45 AM - 12:00 PM - Break - Visit with Sponsors

12:00 PM - 1:30 PM - Virgo Awards

1:30 PM - 2:30 PM 

Breakout #3 

Chair Yoga with Common Ground Healing Arts

  • Andi Senatro - Common Ground Healing Arts 


Enjoy a one hour gentle yoga class and learn how to do yoga in your chair or at your desk to relive stress and tension on the job. This is a really interactive session!

Breakout #4 (panel)

Hiring and Expectations of the New Tourism Workforce

  • Nancy McGehee, Ph.D - Professor and Head of Department of Hospitality and Tourism Management, Virginia Tech 
  • Howard Feiertag - Faculty Member, Virginia Tech
  • Everette Fortner - Associate VP, Career & Professional Development and Adjunct Faculty Member, University of Virginia and UVA Darden School of Business


With the job market so hot, finding quality people with the soft skills needed for 21st century jobs in tourism is getting tougher. Hear from the professionals at colleges churning out today’s graduate about what the expectations are on both sides-employer and employee! Learn the secrets to finding the right “fit” for YOUR organization when hiring today’s new workforce.

2:30 PM - 2:45 PM - Break - Visit with Vendors

2:45 PM - 3:45 PM 

Breakout #5 (Sponsored by: Virginia Wine in My Pocket)

The Post Demographic Age


Esra Calvert - Director of Research, VTC
Caroline Logan - Director of Communications, VTC
Lindsey Norment - Interim Brand Director, VTC


Learn about the NEW VTC "audiences" that are driving today's marketing and advertising decisions.

Breakout #6  - (Sponsored by: Mikula-Harris)

How to Get the Most Out of Google Analytics

SPEAKER: Dianna Lindeman - Digital Marketing Manager, Compass Media


Overwhelmed with the thought to logging into your Google Analytics account? Compass Media will provide tips and strategies on how to better manage, understand and use your website data.  From beginner to pro, anyone can apply these action items to immediately take advantage of their data and master their Google Analytics account.

3:45 PM - 4:15 PM - Break - Visit with Vendors

4:15 PM - 5:15 PM 

Breakout #7 

Social DMO: The most important platforms,
using pop culture and what makes things go viral

SPEAKER: Jennifer Barbee, CEO of Destination Innovate


How many platforms do you need to be on? What's the secret to each platform's success? How do I get seen without ad dollars? What does it take to go viral? These and other important questions are addressed with sound best practices.

Breakout #8

The 4-Point Approach to an Engaging and Active Downtown

SPEAKER: Kyle Meyer - Virginia Main Street


Discover the methods and ideas that have worked!...including how to design your dream marketplace, an extended hours campaign, how to set up an idea incubator event and how to create an effective Merchant Association.

5:30 PM - 7:00 PM - Reception with VRLTA

7:00 PM - 9:00 PM - VRLTA Dinner - Susan Payne Residence* 

*Registration fee of $75, collected by VRLTA, is required for this event.  

Register Here

Tuesday, April 24, 2018

8:00 AM - 8:45 AM - Breakfast - Member Meeting

9:00 AM - 10:30 AM - General Session #2 (Panel)

2018 Digital Survival Tips: How to compete with limited budgets


Alisa Bailey - President & CEO of Hip Historic...Almost Heaven                                 Charleston, WV
Steve Markuson - Director, Minnesota Twin Cities Gateway CVB
Josh Sherwood - Digital Game Pallner, MediaOne North America


    Focus on the fast changing digital landscape with all it's noise and change. Cut through the clutter to help the DMO marketers "Keep the main thing the main thing" by knowing what trends are worth watching and how to position yourselves for success by maximizing marketing budgets. There is a growing divide in the destination "haves" and "have nots". How do you compete effectively if you have a limited budget.

    10:30 AM - 10:45 AM - American Evolution 2019 Update

    10:45 AM - 11:15 AM - Break - Visit with Vendors

    11:30 AM - 12:30 PM - General Session #3* (Off-site Session)

    Charlottesville 101: Learning What You Didn't Know May Surprise You!

    • Dr. Andrea Douglas - Executive Director of the Jefferson School African-American Heritage Center

    • Kurt Burkhart - Director, Charlottesville Albermarle CVB


    Dr. Andrea Douglas, Executive Director of the Jefferson School African-American Heritage Center, welcomes VADMO attendees to experience Charlottesville during another place in time to better understand the climate that both nurtures and challenges diversity in Charlottesville today.

    *No Press Allowed in this session

    Symposium Conclusion 

    Thank You 
    To Our 

    Omni Charlottesville Hotel

    Special VADMO Rate



    Become an Exhibitor

    There will be five food events during the symposium, which will be located in the exhibit area
    (2 receptions, 2 breakfasts and 1 break). Exhibit tables are 6 ft. but may be replaced with exhibitor’s own materials not to exceed 8’ x 4’. Pipe and drape cannot be used because of the location.

    One event registration is included with the purchase of an exhibit table.



    Investment Cost

     Exhibit Table

    Allied Member exhibitors have 30 seconds to say hello at a session and may place material at meal seats.

    $550 (Member)

    $1,150 (Non-Member)

    Exhibitor Registration Process

    Register your business here and registration type "D - Exhibit Table". This registration will count as your one free event registration. 


    • DMO Members (Full Conference)- $195
    • Non-Members (Full Conference)- $250
    • Sunday Night Reception Only - $60
    • Monday Night Reception Only - $60
    • Sunday and Monday Night Reception Only - $120
    • Student Rate* - $75
        *Includes all sessions and luncheon on Monday - the reception is not included.

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