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                        PACVB FALL CONFERENCE

Welcome to Erie, Pennsylvania’s only Great Lakes Port City!

During your stay, we hope your visit is filled with fun, surprises, and the
desire to come back for more Erie Adventures!

Erie is situated on beautiful Presque Isle Bay, one of the world’s best-
protected harbors surrounded by a seven-mile peninsula. Our area boasts
a wealth of natural beauty and fascinating historical tales. Erie offers
cultural and entertainment options you would find in a big city, but with
the friendliness and leisurely appeal of a small town. Enjoy outdoor
recreations, professional sports, live performance theater and lively
comedies or take a stroll along the beach at Presque Isle State Park and
take in one of our world class sunsets.

While you are visiting our City, our goal is to provide you with an
unforgettable conference experience. We hope that the planned activities
and the hospitality you receive far surpass your expectations!

On behalf of VisitErie and Erie’s tourism industry, have a successful and
rewarding conference! If you have any questions or need assistance
planning your trip, visit us on the web at or phone our
office at 1-800-524-ERIE (3743).


John F. Oliver
President & CEO
                   2009 Fall Conference Schedule

12:00 pm – 5:00 pm      PACVB Golf Outing
                        Whispering Woods Golf Club
                        7214 Grubb Road ~ Erie, PA

5:00 pm                 Dinner on your own ~ VisitErie will provide suggestions!


9:00 am – 10:30 am      Professional Development Committee Meeting - Room 160A

10:30 am – 11:00 am Pre-Con Meeting - Room 160A- PACVB and Hotel staff

10:30 am - 12:30 pm PACVB Board of Directors ~ Room 150

1:00 am – 4:00 pm       Conference Registration Desk Open ~ in front of Ballroom West

12:00 pm – 3:00 pm      Exhibitor’s Set-up - Ballroom West

1:00 pm – 1:30 pm       PACVB Welcome & General Membership Session ~
                        Ballroom East
                        John Oliver, PACVB President
                        Rob Fulton, PACVB Executive Director

1:30 pm - 3:00 pm       Telatron Program ~ Room 140 ABC
                        Regional Breakdown of State
                        Telatron Presentation
Telatron Marketing Group, Inc. is a nationally recognized provider of customer relationship
management (CRM) services, specializing in a highly professional approach to direct
marketing and customer care. Telatron manages the Pennsylvania 1-800-VisitPA
information line.
This will be a “speed dating” session. The room will be broken up into Pennsylvania Regions
and Telatron staff will be “speed dating” in each region, getting to know the state and the
Types of tourism product that they should be promoting. This will be followed by a
presentation from Telatron.

Everyone is encouraged to tour Telatron’s facility Wednesday afternoon, after the Conference.
MONDAY, SEPTEMBER 21, 2009 ~ Continued

3:00 pm - 3:30 pm       Break & Exhibitor Showcase ~ Ballroom West
                        “Tortilla Chips & Salsa”
                        Sponsor: NewVillage Media

3:30 pm - 5:00 pm       Larry Mersereau, CTC ~ Keynote ~ Ballroom East
                        The Media Conundrum: Where should you be putting your money?
                        Sponsor: California University of PA
                     Where are the consumers and meeting planners of today hiding,
                     and how do you get your message in front of them? You’ve got to
                     wonder if traditional media advertising is still worth the investment,
                     or whether your prospective customers are so glued to their
                     computer screens or mobile devices that they won’t see you
                     anywhere else. And what about direct mail? Are those expensive
                     mailers and brochures antiquated? Are email, podcasts, blogs and
                     social networks the only way to communicate in the new world?
In this lively session, you’ll get an up-to-the-minute look at what options are out there,
who they reach, and which ones might be right for you. It’s important to get maximum
return from every marketing dollar. This program gives you the information you need
to make intelligent media decisions and get the most bang for every buck.

6:30 pm - 11:00 pm       Opening Night Reception - Sunset Terrace
                          Sponsor: VisitErie
                          “Nautical Theme” - Drinks and Heavy appetizers
                          Band—”Keywest Express”
                          Dress: “Casual”

8:00 am – 4:00 pm         Conference Registration Desk Open - In front of Ballroom West

7:30 am - 5:00 pm          Exhibits Open- Ballroom West

7:30 am – 8:30 am         Breakfast - Ballroom West
                          “Traditional Breakfast Buffet”
                          Sponsor: New Village Media
8:30 am – 9:45 am         Larry Mersereau, CTC ~ Keynote Presentation~ Ballroom
                          How to Get Maximum Return from you Marketing Dollars
                          Sponsor: California University of PA
                      Are you getting maximum return on your investment in marketing and
                      promotion? Can you even tell? Get there early for this session and you’ll
                      learn what to do… and what NOT to do…if you want to get measurable
                      response from your promotional campaigns in any media.
                      Marketing communications, from ads and brochures to emails and web
                      pages are simply one-sided sales conversations in print or broadcast.
                      Prospective buyers have to receive certain bits of information in a specific
                      sequence if you hope to move them from ‘total stranger’ to ‘ready to buy.’
Larry has simplified the process of writing compelling, response-generating copy with his Magic
Formula for Persuasion. You’ll learn the formula, see it in action in tourism and meetings
industry pieces, plus learn graphic design tips that will make your materials grab attention and
demand response.

9:45 am – 10:15 am        Break & Exhibitor Showcase - Ballroom West
                          “Coffee & Soda Break”
10:15 am – 11:30 am Concurrent Sessions
                          Session #1 ~ Social Media
                          Room 170A
                          “Social Media Marketing - A Beginner’s Guide” (Level 1)
                          Speaker: Susan R. Ewing ~ Social Media & PR Manager
This session will discuss what social media marketing is and how your CVB can get started.
You will receive step-by-step instructions on how you can make social networking strategies
work for your CVB in the most efficient, time-saving ways to get measurable results. We will
review primary social-networking mediums, how to create them and navigate through them,
and the realistic expectations in maintaining Linkedin, Twitter, Flickr, and YouTube.
                          Room 170B
                          “Social Media Marketing - The Next Level” (Level 2)
                           Speakers: Sarah Long ~ Communications Coordinator
                                      Brian Evans ~ e-Marketing & PR Manager
This session will review various social-networking mediums, assist you in finding creative ways
to enhance your current social media marketing efforts, and will address questions regarding
the technical side of social media marketing.
2009 Fall Conference Agenda Program Sponsor
TUESDAY, SEPTEMBER 22, 2009 ~ Continued

10:15 am – 11:30 am Concurrent Sessions - Continued
                        Session #2 - Room 130C
                        ‘Bailouts & Politics’ The Effect On Sponsorship And What It
                         Means For You
                         Speaker: Gail S. Bower
You’ll learn:
• What the implications of this legislation mean for your event or nonprofit operation
• The conversations you need to have with current sponsors now
• How to demonstrate ROI and increase your program’s value
• The challenges you’ll face approaching new corporate partners and how to surmount them
• How to handle internal and external discussions about your sponsorship activities
• How to create a more supportive culture for sponsorship
• How your recommendations and proactive measures will improve your sponsor
relationships long into the future.

                        Executive Roundtable Session #1 - Room 140A
                        Budget Size - Under $150,000 to $500,000

                        Executive Roundtable Session #2 & #3- Room 140B
                        Budget Size - $500,000 to $1.8 million
                        Budget Size - $1.8 million to $5 million +

    2009 Fall Conference Agenda Program Sponsor
2009 Fall Conference Sponsor
TUESDAY, SEPTEMBER 22, 2009 ~ Continued

11:30 am - 11:45 am     Quick Break

11:45 am - 12:45 pm Cutting Edge Products and Services– Ballroom West
Join us for this fun and entertaining session here we will get to know PACVB affiliate
partners and the cutting-edge products and services that they offer. This will be a
learning environment in a fun and creative format.
12:45 pm - 1:45 pm      Luncheon - Ballroom West
                        “Let’s Go Italian”
                        Sponsor: McNeill Group
2:00 pm – 3:15 pm       Concurrent Sessions

                          Session #3 - Room 170A
                          “Search Engine Optimization”
                          Speaker: Howard Tietjen, eTravel Brand Manager
Search engine optimization (SEO) is the process of improving the volume or quality of
traffic to a web site from search engines via "natural" search results. As DMOs are
asked to do more marketing with fewer dollars, Search Engine Marketing
continues to be a very attractive solution. However, with shrinking staffs and
diminishing budgets, managing a SEM campaign that is both successful and
cost-efficient is more challenging than ever. This session will offer insights into the
development of an effective campaign and provide metrics that you can use to
determine success.

                          Session #4 - Room 170B
                          “Containing Costs and Stretching Your Dollars”
                          Speakers: Pat Putman, Certified Business Coach
                                      Lynn Burkholder, Senior Marketing Consultant
In this interactive session, we will explore ways for your organization to maximize your
revenue and expense while learning creative ways to stretch those dollars even further.

3:15 pm – 3:45 pm       Break & Exhibitor Showcase - Ballroom West
                        “Coffee & Soda Break with lite snacks”
                        Sponsor: Where & When,
                        Pennsylvania’s Travel Guide

3:45 pm - 5:30 pm       Pennsylvania Tourism Office Presentation - Room 160
                        Part I - What’s Our Strategy
Mickey Rowley, Deputy Secretary for Tourism, will present the Pennsylvania Tourism
Office’s Strategic Marketing Plane for July 2009 - June 2011 and facilitate a discussion
on how we can work together to collaborate our marketing efforts to position
Pennsylvania as a top tourism destination.
TUESDAY, SEPTEMBER 22, 2009 ~ Continued

6:30 pm - 9:30 pm        “BrewErie” - Ride the Trolley down to The BrewErie, Real
Food. Real Beer. Real Historic Atmosphere. That’s what you’ll find at The Brewerie at
Union Station. Erie’s exclusive brewpub & restaurant housed in an original 1866 Train
Station, serving up fresh handcrafted ales paired with a unique menu of exceptional
quality. You’ll find more than you expect and as much as you deserve here at The
Brewerie at Union Station… “Revitalizing Downtown Erie One Pint at a Time!”
                       Sponsor: Meredith Travel Marketing
Featuring beer from: BrewErie
Featuring wines from: Arrowhead Wine Cellars & Mazza Vineyards

               2009 Fall Conference Sponsors
    2009 Fall Conference Sponsors

   Don’t forget to mark your calendar to attend...
              2010 Spring Conference
                 March 15-18, 2010
              at the Harrisburg Hilton
                also, don’t forget…
            The PACVB Fall Conference
             September 19-22, 2010
                 at the Yorktowne Hotel
               York, Pennsylvania

8:00 am – 12:00 pm      Conference Registration Desk Open - In front of Ballroom West

7:30 am – 8:30 am       Breakfast - Ballroom West
                        “Bayfront Grand Buffet Breakfast”

7:30 am - 12:00 pm      Exhibits Open- Ballroom West

8:45 am - 9:30 am        Moving to the Marketplace - Ballroom West
                         Speaker: Lenwood Sloan
On Wednesday morning Lenwood Sloan, Director of Cultural & Heritage Tourism will
provide a report to the field summing up the end of three year project development
cycle and providing a snapshot of the upcoming shift to marketing to attract tour-
ist. Specifically, how the Civil War Trails, Artisan Trails, and Quest for Freedom have
moved from direct grants to individual organizations to cooperative marketing alliances
enhancing destinations.

9:30 am - 10:00 am      Exhibitor Showcase - Ballroom West
                        “Coffee & Soda”
                        Sponsor: McNeill Group
                        Last chance to get your cards punched!

10:00 am - 12:00 pm Pennsylvania Tourism Office Presentation—Room 160
                        Part II - Putting the Plan into Action
The Pennsylvania Tourism Office will be outlining potential print and online cooperative
advertising opportunities as well as new initiatives that complement our marketing

12:00 pm - 1:00 pm      Exhibitor Tear Down—Ballroom West

12:00 pm                Close of Conference

12:00 pm                Door prize Giveaways - Ballroom East
                        Must be present to win & have Exhibitor card punched!

                               THANK YOU!
                               KEYNOTE SPEAKER
Larry Mersereau, CTC
PromoPower, LLC
Smart travel and tourism leaders know who to turn to for
simple, doable…effective sales and marketing strategies and
tactics: Larry Mersereau, CTC. Niched as a business growth
expert, Larry has authored four books on the topic, consults
with select clients, and speaks to dozens of audiences every
year, many in tourism and hospitality. You’ll have a good
time with Larry, but more importantly, you’ll take home
real-world information and ideas you can use immediately to
bring in more business.

                              SESSION SPEAKERS
Howard Tietjen
Madden Media ~ eTravel Brand Manager
                   With 30 years of real-world experience and a passion for new challenges,
                   Howard has helped Madden Media become true innovators in the travel and
                   tourism industry. Since he joined the Madden team in 2000, Howard has
                   utilized his wide range of interests to excel in many roles. He led the team
                   that developed, including the electronic fulfillment options
                   that help Madden’s clients save thousands of dollars on fulfillment expenses
                   every year. He was the primary architect of Madden’s demographic target-
                   ing systems, which allow for the most effective and efficient distribution of
                   Madden’s newspaper insert programs. And, he led the team that launched
                   the travel inserts in O, The Oprah Magazine. Today, Howard and the Madden
                   Media team have focused their efforts on the development of online
marketing campaigns that are both effective and cost-efficient. Working together with industry
leaders, Howard is helping to bring new ideas, new technology, and new partnerships together
that allow Madden’s clients to get the most “bang for the buck” during these difficult economic

Lenwood Sloan
PA Tourism Office
Director of Cultural and Heritage Tourism
                 After thirty five years of national and international service to cultural and
                 heritage programs, Lenwood Sloan returns to the State of Pennsylvania to
                 serve as Director of Cultural and Heritage Tourism. Mr. Sloan, a graduate of
                 Westinghouse High School in Pittsburgh, received his undergraduate training
                 at Temple University in Philadelphia. In 1970 he left Pennsylvania to pursue a
                 professional career in the performing arts. During the past thirty five years he
                 has trained with the Joffrey Ballet Company, the Alvin Ailey Dance Theater,
                 the Martha Graham School, and the prestigious London Contemporary Dance
                 Center. In addition, he has received fellowships as choreographer, artistic
                 director, and playwright from the City of San Francisco, the states of California
and Louisiana, and the National Endowment for the Arts.
                          SESSION SPEAKERS
Susan R. Ewing
Hershey Harrisburg Regional Visitors Bureau
Manager of Social Media & Public Relations
                As the Manager of Social Media & Public Relations for the Hershey
                Harrisburg Regional Visitors Bureau, Susan is responsible for the
                creation, development, and maintenance of the bureau’s social media
                marketing and public relations initiatives. To stay apprised of the
                bureau’s and its staff’s web reputation, she oversees reputation
                monitoring tools and social media management operations. In addition
                to spearheading the bureau’s social-networking efforts, Susan updates
                content to the bureau and regional websites via a Content Manage-
                ment System (CMS); leads in the search engine optimization of the
                bureau’s website and social media pages; assists in the maintenance
and analysis of Google Analytics; and designs bureau social media pages via coding
and skinning of channels including Twitter, Flickr, YouTube, and UStreamTV to name
a few.

Sarah Long
Pennsylvania Dutch Convention & Visitors Bureau
Communications Coordinator
                Sarah Long currently heads up the Social Media efforts for the
                Pennsylvania Dutch Convention & Visitors Bureau. In this world where
                Social Media is constantly evolving, she recognizes that research and
                staying on top of Social Media is an ongoing and all consuming
                process. In addition to having launched the organization’s Social
                Media efforts, she has also presented multiple seminars for members
                of the CVB, as well as consulted one-on-one with members and other
                PA CVBs. Sarah is a graduate of Millersville University, with a
                bachelor’s degree in Communications & Public Relations.

Brian Evans
Pennsylvania Dutch Convention & Visitors Bureau
e-Marketing & PR Manager

               Brian is the e-Marketing & PR Manager for the Pennsylvania Dutch
               Convention & Visitors Bureau. Evans was previously the Director of
               Communications at the University of Connecticut Alumni Association in
               Storrs, Conn. where he developed one of the first social media
               initiatives in national alumni relations. Prior to that, he worked in
               various capacities for web development companies with clients such as
               Johnson & Johnson, Aetna Healthcare, and Casio.
                           SESSION SPEAKERS

Lynn Burkholder
Summit Marketing & Communications Group, Inc.
Senior Marketing Consultant
                     Lynn brings more than 20 years of marketing experience in a vari-
                     ety of industries to her role as Senior Marketing Consultant at Sum-
                     mit Marketing. She has served the hospitality, travel/tourism and
                     entertainment industries for more than 15 years. Prior to joining
                     Summit, Lynn opened the first gaming and entertainment facility in
                     Central Pennsylvania, serving as Vice President of Marketing for
                     Penn National Gaming’s Hollywood Casino at Penn National Race
                     Course. Lynn oversaw marketing, guest services and entertainment,
                     and managed an annual budget in excess of $10 million. Before
                     that, she served as Director of Resorts Marketing for Hershey
                     Entertainment & Resorts Company. During her more than five years
with Hershey, Lynn planned, budgeted, and supervised the marketing activity designed
to drive leisure, business, and group room nights. She also supervised Hershey’s call
center and directed the company’s data and Customer Relationship Management
(CRM) initiatives. Over the years, Lynn has developed an understanding and
appreciation of the impact a comprehensive and cost-effective sales and marketing
strategy has on an organization’s financial goals.

       Many exciting door prizes to be awarded!
          Make sure your exhibitor ticket is
                completely punched!

            Thank you so much for attending!
                  Please drive safely!
                          SESSION SPEAKERS

Pat Putman
Action COACH Business Coaching
Certified Business Coach
                      Pat is a Licensed Business Coach and Owner of an ActionCOACH
                      Business Coaching Franchise in Western Pennsylvania. As a
                      Business Coach she works with owners of small to medium size
                      companies and coaches them in the areas of Sales, Marketing,
                      Systems, Team Building and Strategic Planning. She also
                      presents seminars and workshops to groups of business owners
                      on a regular basis.
                      Pat is a former CPA with 15 years of experience as a Controller
                      and CFO of several technology companies in the Midwest. She
                      has extensive leadership experience managing the Accounting,
                      Human Resources, IT and Administrative departments for
                      growing technology companies. Pat has worked with companies
                      ranging in revenue from start-ups to $10 million in annual
revenue. Pat has also managed 3 corporate relocations during her 15 years as
Controller/CFO and was recognized for her leadership abilities.

Gail S. Bower
Bower & Co. Consulting LLC

                     Gail is President of Philadelphia-based Bower & Co. Consulting
                     LLC a firm that assists non-profit organizations and events/
                     festivals nationally and internationally in dramatically raising
                     their visibility, revenue, and impact. She’s a professional
                     consultant, writer, and speaker, with nearly 25 years of
                     experience managing some of the country’s most important
                     events, festivals and sponsorships and implementing marketing
                     programs for clients. Launched in 1987, today Bower & Co.
                     improves the effectiveness and results of clients’ marketing
                     strategies, events, and corporate sponsorship programs.
Please be sure to thank our Exhibitors
     for their continued support!

 California University of Pennsylvania
          Collinson Publishing
         Fulmedia Interactive
          Good Housekeeping
             Madden Media
          McNeill Group, Inc.
             Meetings East
       Meredith Travel Marketing
               Miles Media
 PA Historical & Museum Commission
            Recreation News
 Summit Marketing & Communications
               Group, Inc.
    The History Channel Magazine
California University of Pennsylvania
   Education & Keynote Sponsor

                                               Meredith Travel Marketing
                                               Night Out - Gold Sponsor

         VisitErie                          McNeill Group, Inc.
   Opening Night Sponsor                Lunch & Break- Silver Sponsor

         where&when                                    New Village Media
  Refreshment Break Sponsor                   Breakfast & Break - Platinum Sponsor

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