1. Healthcare

9th Annual North of Boston Tourism Summit • Friday, January 30, 2015
DoubleTree by Hilton Boston North Shore • 50 Ferncroft Road, Danvers, MA
7:30 - 8:30am - Registration, Breakfast & Networking Foyer
8:30 - 9:00am - Breakfast Plenary Session - Grand Ballroom III & IV
• Welcome remarks by Steve Bartha, Town Manager, Danvers
• Remarks by Senator Joan B. Lovely, Massachusetts State Senate
• Remarks by Mayor Kim Driscoll, Salem
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9:15 – 10:15am - Concurrent Breakout Sessions I
International Marketing - Grand Ballroom II
International travel is a growing market segment for Massachusetts and the North of Boston region.
CY2013 statistics reveal that international visitors generated almost $2.5 billion in visitor spending in
Massachusetts with more than $90 million spent in Essex County.
• Moderator: Kate Fox, Executive Director, Destination Salem
• Jackie Ennis, International Marketing Advisor, Massachusetts Office of Travel & Tourism
• Philip Joseph, Manager, Partnership Development, Brand USA
• Evan Saunders, CEO & Co-Founder, Attract China
Cultural Tourism Marketing - Grand Ballroom I
Learn how to incorporate the region’s nationally significant cultural heritage, including traditions,
artists, venues and districts, into your tourism marketing plans.
• Moderator: Elaine Aliberti Palmer, Strategic Marketing Consultant, New Arts Collaborative
• Michele Pecoraro, Executive Director, Plymouth 400, Inc.
• Lisa Newman, Director of Communications and Visitor Services, The Yiddish Book Center
(Museums 10, www.museums10.org)
10:15 - 10:30am - Visit Table Sponsors & Networking
10:30 - 11:30am - Concurrent Breakout Sessions II
Know Your Audience - Grand Ballroom II
What can you do to make your business rise above the competition? This session highlights proven
activities that should be part of your tourism marketing plan: web design, search engine optimization,
pay per click, and geo-behavioral marketing. Experienced practitioners will describe the opportunities,
benefits and logistics of each.
• Moderator: Patrick Cornelissen, Director of Operations, Endicott College
• Mike Sperling, Proprietor, Sperling Interactive
• Ben Dils, Digital Sales Manager, The Buffalo News, A Berkshire Hathaway Company
• Adam Kutner, SEM Specialist, Opubco Communications
Extreme Makeover – Grand Ballroom I
Are you ready for tour operators and meeting planners? Do you have a one page reference
highlighting your product and offerings? Profile sheets, images, and promotional materials are all
critical tools.
• Moderator: Barry Pollock, The Cricket Press, Inc.
• Jennifer Close, Senior Marketing Specialist, Peabody Essex Museum
• Julie Arrison, Site Manager, Historic New England, Phillips House
• Jerrie Hildebrand, Creative Principal and Owner, Kishgraphics
11:45 - 12:15 - Tourism Industry Sector Roundtables
Join your CVB and tourism colleagues for an engaging dialogue on the state of your industry segment
– Lodging, Attractions, Tours and Tour Services, DMOs/Chambers and Restaurants & Retail.
Facilitated by industry sector veterans, this interactive session will focus on current tourism
challenges, trends, and opportunities.
• Lead Moderator: Karen Nascembeni, Director of Corporate & Community Relations,
North Shore Music Theater
Industry Sector Discussions:
Lodging 1: Hotels - Grand Ballroom I
• Moderator: Bonnie Murray, Account Executive, Marriott International
Lodging 2: Motels, Inns and B&Bs - Grand Ballroom I
• Moderator: Laura Dow, Owner, Vista Motel, Gloucester
Destination Attractions – Grand Ballroom II
(meeting & performance venues, museums, historical sites, etc.)
• Moderators: Bethany Groff, North Shore Regional Manager, Historic New England and
Pilar Garro, Castle Hill Engagement Manager, The Trustees of Reservations, The Crane Estate
Tours and Tour Services – Maple Room
(tours, cruises, tour operators/planners)
• Moderator: Taunya Wolfe Finn, CTP, President, Wolfe Adventures and Tours, LLC
DMOs & Chambers of Commerce – Elm Room
• Moderator: Ann Ormond, President, Greater Newburyport Chamber of Commerce
Restaurants & Retail- Aspen Room
• Moderator: George Carey, FINZ Seafood & Grill, Salem
12:30 - 1:45pm - Lunch and Plenary Session - Grand Ballroom III & IV
• 12:30pm - Keynote Speaker, Massachusetts Lieutenant Governor Karyn Polito
• 1:00pm - Tourism Industry Sector Roundtable Reports
• 1:25pm - 2014 North of Boston CVB Update on programs and events
2:00 - 3:00pm - What you should know about Trade & Media FAMs - Grand Ballroom II
Tourism U is an ongoing series of free workshops offered by the Massachusetts Office of Travel &
Tourism (MOTT) year-round across the Commonwealth. Each workshop features knowledgeable
industry speakers.
 Learn about the difference between trade and media FAMs
 The types of FAMS that MOTT has organized
 What’s expected of the venue and the return on your investment
Presenter: Maria Speridakos, International FAM Coordinator