Agenda

Registration

Get ready with us for a jam-packed three days!

Headshot Zone

Don’t leave your headshot up to AI! Snag fresh captures with our onsite photographer and stop worrying if your
hands look real.

Happy Hour Reception

Kicking around after checking in? Join us on the second floor Atrium for a casual happy hour welcome, sponsored
by Connect Travel.

Welcome Reception

Reconnect with old pals and make new ones! It’s time to celebrate the beginning of SEE 2023. Snack, groove,
network!

Breakfast

Welcome, CrowdRiff Keynote & Panel

Coffee in hand, we’ll start the day with a welcome from the CrowdRiff team, a look ahead at the future of visuals, and in true SEE fashion, a framework for you to get started in your own destination.

Expect to hear from industry colleagues, short-form video pros, and some familiar CrowdRiff voices.

Building Your Short-Form Video Strategy

Ready to action everything short-form video but not sure where to start?Renowned marketing consultant Mary Nice will dive into the power of short form video in destination marketing, and where it’s headed.

Learn how destination makers (like you!) can use short form video develop an authentic connection with your followers, visitors, and locals!

Coffee Break

Top up that java! Sponsored by Simpleview.

The Paradox of AI: Harnessing its Potential while Mitigating Risks in the Digital Marketing Landscape

The AI revolution is transforming the landscape of search engines, marketing, and SEO, offering unprecedented opportunities for those who can skillfully harness its potential. However, the proliferation of AI also introduces significant risks, particularly for those not well-versed in this technology or who fail to utilize the appropriate models for specific tasks. AI dangers stem from bad actors exploiting this technology and the unintended consequences of improper implementation.

In this captivating talk, Britney delves into the dynamic world of AI, sharing her unique insights and expertise on machine learning while highlighting the importance of knowledge and discernment in navigating both the opportunities and challenges that AI presents.

Lunch

Authentic Storytelling: Black Travel in Virginia

Virginia is home to the longest continuous experience of Black culture in the country. We acknowledge our complicated history and uplift the stories that for too long were not told. It is our unique role as marketers to highlight authentic stories that promote inclusive destinations. We’ve accomplished this by centering Black creators and giving them space to share their personal experiences as the Heart and Soul of Virginia.

ABC’s of Data Literacy

Many of us feel obligated to become instant data experts, but are secretly uncomfortable with the basics–what does “data” really mean, and how do we actually master the key skill of data literacy? Get the quick start guide to how to understand and communicate data. Leave with confidence in how to deal with the data in your life,including Big Data.

Work Smart Not Hard: A Guide to Content Gathering and Strategizing

The best content happens at the intersection of strategy and creativity. Learn tips and tricks on how to gather great content around your region, then learn how to build a strategy around your content to achieve the best results. Spoiler alert: It’s a lot easier than you think. This session is great for anyone looking to build and optimize their digital content, especially if you are dipping your toes into photography or short-form video.

Coffee Break

Follow for follow social media networking break

Short-Form Video Showdown

Get ready for a showdown of visual creativity as three destination marketer contestants go head-to-head to create short-form videos live on stage.

Each participant will have limited time to produce a video that combines a captivating narrative and stunning visuals from local creators. This event promises to ignite your imagination as you discover their techniques,insights, and best practices to enhance your own creative endeavors.

Denver Graffiti Tour

Let’s hit the streets of Denver’s historic RiNo Arts District to find out why the city is known as the street art capital of the US.

On this guided walking tour we’ll learn the rich stories behind some of the city’s best murals, graffiti, and street art, as well as their historical, political, and social contexts.

Denver Milk Market

We hope you’re hungry, ‘cause we’re off to the Denver Milk Market!

Located in the heart of downtown Denver’s LoDo neighborhood, this renowned destination is an all-local, all-wonderful mix of unique food and beverage.

Breakfast

The Destination Makers Panel

Travel Content Across Google

How can DMOs take full advantage of tools to help bring their destination to life on the web? Join this unmissable session hosted by Google to learn how they’re addressing user needs for travel and building visual content to help travelers discover where to go next.

Coffee Break

Top up that java! Sponsored by Simpleview.

How Banff & Lake Louise Tourism Developed the World’s Most Innovative User Generated Trip Planner

With a significant post-COVID travel surge on the horizon, Banff & Lake Louise Tourism wanted to be prepared to offer the best possible guest experience. Armed with a clear understanding of pain points, they developed a best in class online trip planner. This session will discuss the insights gathered from over 60,000 trips planned using the tool.

How CrowdRiff Can Support Your DEI Initiatives With Inclusive Imagery

Learn how CrowdRiff can bolster your organization’s diversity, equity, and inclusion (DEI) efforts through inclusive imagery.

This session will delve into the power of diverse representation in visual content and explore how you can use CrowdRiff’s features to curate and promote inclusive visuals in your online marketing. Discover practical strategies to enhance DEI communications, engage diverse audiences, and build a more inclusive brand.

GA4 for DMOs: Google Analytics 4 Basics

Unpacking the new landscape of website measurement with Dana Wacker.

Lunch

Maximize UGC to Appeal to the Sustainable and Wellness Traveler

Discover how Visit Corpus Christi harnessed UGC to elevate wellness and sustainable experiences. We’ll cover everything from content needs based on sustainable development goals, to utilizing CrowdRiff for UGC discovery. In this session we’ll uncover inspiring stories of sea turtle hatchlings, yoga experiences, plant-based dining, and more.

The Anti-Performative Approach to Social Media

You can’t simply throw up a rainbow profile picture in June and call your destination an ally of the LGBTQ+ community.

Why we approach social media content with an anti-performative and always-on approach to showcasing and sharing authentic stories from all communities, people and experiences.

Changing Traveler Behavior for Good

Wouldn’t it be amazing if destinations had more ways of influencing traveler behavior? What if DMO professionals had ways to influence the choices that visitors make, the ways in which they spend their time at the destination or even the food choices they make?

Roll up your sleeves and join behavioral scientist Milena Nikolova for a workshop that will show that visitor behavior can be changed. You will learn how to influence the hearts and minds of visitors, and what tools you have at your disposal to do that. A fun lab will engage you in testing the effects of visual content on traveler decision making, and will equip you for behavior-smart destination communications you can start practicing immediately.

Coffee Break

Follow for follow social media networking break

Final Keynote: We Remain

In this closing keynote address, Sarah Ortegon will share the importance of respecting indigenous people and places. Sometimes it is a somber ask, to respect places like Maui in their time of need. She will discuss how vital it is to give our areas time to heal, like a wound: we would not pick and prod if it was on our skin. Communities are asking for time and resources to be poured back into the places we love to visit,  and to give respect to the areas that need it most. Diversity and equity is sometimes one of the hardest things to apply to our world of consumerism.