North Carolina Governor's Conference on Tourism 2014

8/12/2019 North Carolina Governor's Conference on Tourism 2014

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March 2-4, 2014 . Westin Hotel . Charlotte, NC

2014 North Carolina

GOVERNORS CONFERENCE

on Tourism


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Program sponsored and published by Journal Communications Inc.

2 Conference Agenda

10 Westin HotelFloor Plan

11 Speakers Biographies

14 2014 Winners CircleAward Recipients

19 Conference Sponsors

20 2014 TourismEducation Foundationof NC Silent Auction

21 Division Staff

Follow us @NCTourism

#NCGC14

Presented by the North Carolina Division of Tourism,

Film and Sports Development (NCDTFSD)

2014 North CarolinaGOVERNORS CONFERENCE

ON TOURISM

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http://www.twitter.com/NCTourismhttp://www.twitter.com/NCTourismhttp://www.jnlcom.com/http://www.twitter.com/NCTourism


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Conference Agenda

Sunday, March 2

11:00 a.m.-7:00 p.m.

Registration Open

Promenade

12:30-4:00 p.m.Tourism Research Symposium

Independence

The Center for Sustainability

at East Carolina University andthe NC Division of Tourism are

partnering to offer a pre-conference

symposium featuring academics

and practitioners to discuss

partnerships in tourism research.

The aim of this event is to bring

academics and practitioners

together to increase familiarity withtheir respective roles and further

developing tourism research

agendas, as well as to seek out

opportunities for collaboration.

The symposium will feature

speakers from both academia and

industry and will include a number

of presentations on applied research

projects from across the state.

Topics include the role of research

in destination marketing, the

relationship of weather to attendance

at tourism venues and events, and

the balance of economic stability

and community quality of life as it

relates to tourism and sustainability.

This event will also feature a panel

discussion to explore the respective

needs and resources of academic

researchers and practitioners, in

terms of communication, allocation

of funding and respective

expectations of applied research.

This pre-conference event will beof particular value to destinationmanagers who would like to

increase their research capacityas well as researchers who wouldlike to work more closely withindustry and community partners.

Presented by the Center for

Sustainability, East Carolina

University and the NCDTFSD

3:00-3:50 p.m.5,000 Tourism Professionals

Needed North Carolina Is Hiring

Harris

The 196,100 jobs createdby travelers to North Carolinarepresent 6.2 percent of the statestotal non-farm employment. With a

growing tourism economy, wheredo we find the workforce to servicethese new visitors?

This session takes a lookat employment demand andworkforce resources. NCTIA alsoreveals an inspirational list of NorthCarolinas most influential tourism

leaders and how they got their start.

4:00-5:00 p.m.Division Co-op Presentation

Harris

Join the Division and its marketingpartner agencies, LGA and DCI, topreview the cooperative marketingopportunities planned for 2014-15.Learn about the available programsand how to extend your limitedmarketing dollars in collaborationwith the Division. There will be time tofollow up with Division staff, agenciesand media partners for more details.


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6:30-8:30 p.m.Opening Reception

NASCAR Hall of Fame

Join us for an evening at theNASCAR Hall of Fame, wherewell kick off the Governors

Conference in high-octane style.Well network with colleagues

and enjoy Carolina cuisine inan unforgettable setting thatrepresents the past, present

and future of NASCAR.Guests will have time to explore

the facility, from the new Glory

Road featuring 18 historic stockcars spanning six generations

of the sport, to engagingmemorabilia and interactivetechnology.

Youll also have time to hit thefast lane with racing simulatorsthat mirror speedways from across

the country, and train for thefastest 13 seconds in sports with

the Pit Crew Challenge.

Hosted by the Charlotte Regional

Visitors Authority

Monday, March 3

6:45 a.m.-5:30 p.m.Registration Open

Promenade

7:15-8:15 a.m.Breakfast with Exhibitors

Ballroom A&B

Promenade

Enjoy a heavy continental

breakfast while networkingand visiting our sponsors.

8:30-9:30 a.m.2014 The Path Ahead

Ballroom C&D

Collaboration and partnership arecornerstones of North Carolinassuccess in positioning the state asa preferred destination for travel,sports and film. Secretary ofCommerce Sharon Decker willshare an update on the transition ofNorth Carolinas marketing efforts to

the new public-private partnership.Learn more about this new initiativeto help North Carolina battle moreeffectively in an increasinglycompetitive marketplace.

9:30-10:30 a.m.Tourism for the 21st Century

Roger Brooks

Roger Brooks International

Ballroom C&D

Everything has changed over thepast few years, and the old modelsare changing to an entirely new and exciting reality. This incrediblepresentation showcases the power oftourism and the 13 things attendeescan do today to get a jump start onthis new marketing and productdevelopment frontier including:

How to tap into multigenerationaltravel the new hot wave

Attracting boomers during the

shoulder seasons How to court the millennials

and watch the boomers follow

The future of visitor informationcenters you need to be all in orall out

Evolution of the traditional DMO


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How to tap into the new age ofpersonalized travel

How to get noticed without

spending a fortuneSponsored by UNC-TV

10:45-11:45 a.m.Trade Show & Break

with Exhibitors

Ballroom A&B

Promenade

Enjoy refreshments and one-on-

one discussions with the valuedexhibitor partners whose sponsorshipmakes our Governors Conferencepossible. Learn about new and variedopportunities to share your story withavid travelers from representativesof leading print, digital and broadcastmedia, and other marketers whohelp make North Carolinas travelindustry successful.

Sponsored by Hoffman Media

10:45-11:45 a.m.VisitNC.com Extranet Refresher

MoreheadFor industry partners responsible

for maintaining events and listingsin VisitNC.coms extranet database,stop in for one-on-one help withDivision staff and to discuss thenewest version of the systemsback-end. Hear tips on creating

compelling descriptions and learnhow to maximize and improve thequality of your listings on VisitNC.Consultations available on first-come, first-served basis.

Kathy Prickett, NCDTFSD

Nicolle Jones, NCDTFSD

12:00 Noon-1:15 p.m.Winners Circle Luncheon

Ballroom C&D

Celebrate industry achievementswith the presentation of the annual

Tourism Winners Circle Awards.

These awards recognize

communities, organizations,

events and people that have

enhanced the North Carolina

tourism industry.

Sponsored by ON Event Services

1:30-3:50 p.m.VisitNC.com Extranet Refresher

Morehead

For industry partners responsible

for maintaining events and listings

in VisitNC.coms extranet database,stop in for one-on-one help with

Division staff and to discuss the

newest version of the systems

back-end. Hear tips on creating

compelling descriptions and learn

how to maximize and improve the

quality of your listings on VisitNC.

Consultations available on first-come, first-served basis.

Kathy Prickett, NCDTFSD

Nicolle Jones, NCDTFSD

1:30-2:30 p.m.(concurrent sessions)

Things You Can Do Today ToMake a Difference Tomorrow

Harris

Get dozens of tips and tricks,

including inexpensive marketing

and community-improvement

actions you can implement

Conference Agenda


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immediately to increase localspending, attract visitors, extendtheir stays and increase sales.

Using case histories, advertisingexamples and many photos,learn how merchants havedoubled their sales for justpennies; tricks that will pullcustomers into your stores andcommunities; and ways to geteveryone on the same page andpulling in the same direction.

This is a must-see forlocal businesses, downtownorganizations, city leaders,chambers of commerce, tourismand economic development offices,and elected officials.

Roger Brooks,Roger Brooks International

What Does Film Do

for Your Community?

Trade

North Carolina continues tomake a name for itself in the filmand television industry. Last years

productions are estimated to havespent more than $254 millionacross the state, while creatingmore than 25,000 jobopportunities. This paneldiscussion will highlight thetrue economic impact of thestates film industry and how

your community might ready itselfshould a production come calling.

Moderator: Aaron Syrett, NCDTFSD

Panelists: Dr. Rob Handfield,Poole School of Management atNorth Carolina State University;Evelyn Chafin, Banshee

On the Media: Insights Into the

Needs of Todays Journalists

Tryon

An expert panel of travel andlifestyle media will offer insight intohow best to meet the needs oftodays journalists. Our panelistswill offer tips on story angles,supporting materials, communicatingwith editors, as well as key storythemes for 2014. Bring your most

burning questions for the experts!Moderator: Karyl Leigh Barnes, DCI

Panelists: Deborah Holt Noel,UNC-TV; Scott Mason, WRAL-TV;Erin Street, Southern Living;Dave Mezz, Garden & Gun

People First TourismSharon

Tourists are seeking genuineexperiences in the places theyexplore at a growing pace. Theywant their travel funds to staylocal and be beneficial; moreover,it makes them feel it was money

well spent and, at times, that theymade a small difference in thehost community.

Destination marketingorganizations want to collaboratewith local visitor-related businessesthat can enrich the tourism offeringsof their region; however, there areseldom mechanisms for the ofteninformal sector to participate in thetourism marketplace in a legitimateand dignified manner. Many localshave rich lives, knowledge and skillsto share with visitors, but they areunsure how to interact with thisindustry. They often are unaware


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that outsiders might be interested

in their talents and that they could

capitalize on that market opportunity

to pursue much-needed incomeand showcase their communities

and heritage.

This session will give an

overview of People First Tourism

(www.peoplefirsttourism.com),

a Web marketplace for under-

resourced entrepreneurs to market

genuine experiences to visitors. Thissession highlights cases of micro-

entrepreneurs from networks located

across the state and will elaborate on

how interested partners can benefit

from and contribute to the venture.

Moderator: Andr Nabors,

NCDTFSD

Panelists: Duarte Morais Ph.D.,North Carolina State University;

Neha Shah, Pittsboro-Siler City CVB

2:30-2:50 p.m.Break with Exhibitors

Ballroom A&B

PromenadeSponsored by Journal

Communications Inc.

2:50-3:50 p.m.(concurrent sessions)Mobile Marketing:

Can They Hear Me Now?

Harris

Technology is constantly

changing the way visitors research

and plan their vacations, and also

the way destinations can market to

potential visitors. But which new

technologies are game-changers

and which are just fads?This session focuses on how best

to leverage emerging technology

opportunities to reach and influenceprospective visitors. A panel ofindustry leaders will discuss the latestcase studies on mobile advertisingand real-time digital marketing withlocation-based results.

Moderator: Wit Tuttell, NCDTFSD

Panelists: Cree Lawson, Arrivalist;

Scott Schult, Myrtle Beach CVB

Who AreYour Visitors?

Tryon

Why do they visit? Where do theycome from? How doyouanswerthese questions about yourdestination? This research sessionwill provide data from the NorthCarolina Visitor Profile and ECUsRural Visitor Study Project. Learnhow you can glean information fromthese studies to better understandyour own visitors.

Moderator: Marlise Taylor

Panelists: John Packer, TNSTravels America; Alex Naar,Center for Sustainability atEast Carolina University

International Marketing?!

Thats Not for Me. YES, It Is!

Find Out How.

Sharon

Is international visitation apossibility for your destination? Yes!Ja! Oui! Si! lnternational visitors area growth market, spending threetimes as much as a domestic visitorand staying an average of six days.

Conference Agenda
http://www.peoplefirsttourism.com/http://www.peoplefirsttourism.com/


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International visitors want to seereal America, and North Carolinais a place for international travelers

to make these deeper connections.From large destinations to quaintvillages, you have something to offer.Grow international travel by learninghow to successfully promote yourarea and get your partners involved.

Moderator: Heidi Walters, NCDTFSD

Panelists: Charmaine Singh,

Connect Worldwide Canada;Doug Kellogg, Tour Mappers;Jody Hanson, Travel & TourismMarketing Ltd.

Lightning Round: Regional and

National Media Roundtable

Ballroom C&D

This session will allow destinationand attraction representativesto interact face-to-face with topregional and national media.Participants will pitch specific storyideas to participating media, so comeprepared with your most innovativeangles, but make it lightning quick!

Moderator: Maureen Haley, DCI

Panelists: Elizabeth Hudson,Our State Magazine; Scott Mason,WRAL-TV; Diane Daniel, Freelance;Angela Daley, Go Magazine(AAA);David Hardy, UNC-TV; Erin Street,Southern Living

3:50-4:10 p.m.Break with Exhibitors

Ballroom A&B

Promenade

Sponsored by Journal

Communications Inc.

4:10-5:10 p.m.(concurrent sessions)Mobile Marketing: Can They

Hear Me Now? (repeat session)

Harris

Technology is constantly changing

the way visitors research and plan

their vacations, and also the way

destinations can market to potential

visitors. But which new technologies

are game-changers 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

and real-time digital marketing with

location-based results.

Moderator: Wit Tuttell, NCDTFSD

Panelists: Cree Lawson, Arrivalist;

Scott Schult, Myrtle Beach CVB

Sports Events Big and Small:

How Your Community Can Win!

Trade

Recruiting and hosting sports

events is a topic every community

deals with throughout the year.

What does it take to accomplish this

successfully? From mega events,

like the U.S. Open, to weekend youth

tournaments throughout the state

and all sports events in between,

each has similarities and differences

important to consider when hosting.

Sports-related travel generates

an estimated 47 million room nights

annually, so it is a definite economic

generator for communities. Learn


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Conference Agenda

important aspects of hosting events,including event services, lodging,ticket sales, marketing, social media

and community support fromcommunities of various sizes. Gethelpful ideas, plus pose your ownquestions to our panelists.

Moderator: Kristi Driver, NCDTFSD

Panelists: Caleb Miles, Pinehurst,Southern Pines, Aberdeen AreaCVB; Lorrie Love, Outer Banks

Visitors Bureau; Ben VanCamp,Asheville-Buncombe RegionalSports Commission

Addressing Challenges

and Opportunities in

Cultural Heritage Tourism

Tryon

As the tourism industry becomesmore competitive, TourismDevelopment and Cultural HeritageTourism planning processes haveevolved to ensure initial successthen long-term sustainability. Learnabout new development trends,pitfalls to avoid and proven planningprocesses to help navigate from theidea phase into implementation.

Moderator: Andr Nabors,NCDTFSD

Panelists: Cheryl M. Hargrove,Hargrove International

Lightning Round: Regionaland National Media Roundtable

(repeat session)

Ballroom C&D

This session will allow destinationand attraction representatives tointeract face-to-face with top

regional and national media.

Participants will pitch specific

story ideas to participating media,

so come prepared with your mostinnovative angles, but make it

lightning quick!

Moderator: Maureen Haley, DCI

Panelists: Elizabeth Hudson,

Our State Magazine; Scott Mason,

WRAL-TV; Diane Daniel, Freelance;

Angela Daley, Go Magazine(AAA);

David Hardy, UNC-TV; Dave Mezz,Garden & Gun

Evening Free To Explore Charlotte

Charlottes dining options are

practically endless and all kindsof deliciousness. Restaurants offer

a surprisingly diverse mix of cuisine.Feast on barbecue or farm-to-table

fare. Savor international cuisine

or interesting twists on American

classics. For restaurant

recommendations, please

visit the Charlotte Regional

Visitors Authoritys microsite

at www.charlottesgotalot.com/ncgovconf.

Tuesday, March 4

7:15 a.m.Registration Open

Promenade

7:45-8:45 a.m.Preview Breakfast:

2015 NC Governors Conference

Ballroom A&B

Promenade
http://www.charlottesgotalot.com/ncgovconfhttp://www.charlottesgotalot.com/ncgovconfhttp://www.charlottesgotalot.com/ncgovconfhttp://www.charlottesgotalot.com/ncgovconfhttp://www.charlottesgotalot.com/ncgovconf


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Next on the Tee: Pinehurst Resort

As excitement builds for thefirst ever back-to-back U.S. Open

Championships (2014 mens andwomens), learn more from localtourism leaders about these amazingevents just three months away.

More than 450,000 will be inattendance over the two weeks, andan international audience will followevery swing and putt. What a greatlead up to the 2015 NC GovernorsConference, and while there wontbe as many people in attendance,the event will be no less important.

New direction and programs willbe revealed to ensure a strong andprosperous tourism industry for thefuture. You wont want to miss thispreview, and as a bonus, one lucky

attendee will receive two tickets tothe U.S. Open and enjoy corporatehospitality while in Pinehurst! Enjoya heavy continental breakfast whilenetworking and visiting conferencesponsors.

Sponsored by Pinehurst Resort &

Pinehurst, Southern Pines, Aberdeen

Area CVB

9:00-10:30 a.m.Keynote: The Art of Storytelling

with Charles Frazier

Ballroom C&D

Dont miss best-selling authorCharles Frazier discuss the craftof storytelling. Born in Asheville,Frazier published his first novel,Cold Mountain, in 1997. The work isrich in the culture and sensibilitiesof the North Carolina mountains andis based on local history and storieshanded down by Fraziers father.

Frazier won the National Book Awardfor Fiction in 1997 for Cold Mountain.His latest book, Nightwoods, takesplace in the 20th century, but is stillset in the Appalachian Mountains ofNorth Carolina. Fraziers perspectiveon telling stories to share NorthCarolinas culture and heritageparallels the work of the statestourism professionals and is sureto inspire new insights.

Interviewed by Deborah Holt Noel,UNC-TV

10:30-11:00 a.m.Break with Exhibitors

Ballroom A&B

Promenade

11:00 a.m.-12:00 NoonDivision Update

Ballroom C&D

Dont miss the Divisions previewof exciting new marketing initiativesfor 2014-15. Learn when, where andhow your organization will benefitfrom the Divisions commitment to

connecting and attracting domesticand international audiences to moreof North Carolinas distinctive andappealing stories.


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Westin Hotel Floor Plan

Registration

guest

room

elevators


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Speakers Biographies

SecretarySharon AllredDecker

Sharon AllredDecker wasappointed

Secretary of Commerce by Gov.Pat McCrory in January 2013.She brings more than 30 yearsof experience in business andcommerce to the position.

After graduating summa cumlaude from the University of NorthCarolina at Greensboro, Deckerspent more than 17 years withDuke Power Co., now Duke EnergyProgress. She began with thecompany in consumer services

and moved rapidly through theranks to become the youngest andfirst female Vice President in DukePowers history. Her work at DukePower led to the creation of its24-hour customer service center,an organization that still serves asa model for the industry.

Decker left Duke Power as ChiefCommunications Officer to becomethe founding President of TheLynnwood Foundation, whichwas created to restore the DukeMansion in Charlotte as aconference center, and to beginthe William States Lee LeadershipInstitute. While at Lynnwood in1998, she also served as the chairof the Charlotte Chamber and wasnamed Charlotte Woman of theYear. She moved to Rutherfordtonin 1999 to serve as President of theDoncaster division of Tanner Cos.In 2004, she created and served as

the CEO of the Tapestry Group,a nonprofit that helps individualslead healthy lives in body, mind

and spirit.Decker is wife to her husband,

Bob, a mother of four, a lay pastorin the Presbyterian Church (USA)and a student at the ChristopherWhite School of Divinity, completingher Master of Divinity degreewith a concentration in Spiritual

Formation. She completed aninternship two years ago as Directorof Graduate Ministries for theCenter for Christian Study inCharlottesville, Va., where sheserved as chaplain to students atthe Darden School of Business andthe UVA School of Law. She remainsa member of the board of theCenter for Christian Study. Deckerhas served on the boards of threeFortune 500 companies.

Wit Tuttell

Wit Tuttell is theExecutive Directorof the NorthCarolina Divisionof Tourism, Filmand Sports

Development. In addition toleadership and strategic planningfor all the Division of Tourismefforts, he also oversees theday-to-day operations. He developsand implements high-qualitymarketing programs positioningNorth Carolina as a premier traveldestination and oversees theday-to-day work of the Divisions


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advertising agency.

Tuttell has more than 20 years ofexperience in the tourism industry,

including serving as the PublicRelations Director for the St.Petersburg/Clearwater AreaConvention & Visitors Bureau. Healso was manager for internationaland trade publicity at UniversalStudios Florida and worked in thePublic Relations department for the

Orlando/Orange County Convention& Visitors Bureau. He was also areporter for theAnchorage Timesin Alaska.

Tuttell has a journalism degreefrom the University of Florida, is amember of the Society of AmericanTravel Writers and the Public

Relations Society of America. Healso serves on the board for TravelSouth USA and the U.S. TravelAssociation.

Roger Brooks

Ralph WaldoEmerson oncesaid, Nothinggreat was everachieved withoutenthusiasm.

Roger Brooks lives by this motto.One of the worlds most sought-after experts in place branding andmarketing, tourism and economicdevelopment, Brooks energizesaudiences with exceptional content using humor, stories andexamples, rules and ingredientsthat inspire audiences to achieveincredible success.

As CEO of Roger BrooksInternational, Brooks has assistedmore than 1,000 communities

over the past 30 years in theirquest to become outstandingdestinations for residents,businesses and visitors.Author of the book Your Town:

A Destination The 25 Immutable

Rules of Successful Tourism,Brooks provides communitieswith bottom-line solutionsand fresh ideas that can beimplemented today to makea difference tomorrow.

Brooks insights and experienceprovide an incredible wealthof content for each of hispresentations. He has beenthe top-rated keynote speakerat just about every conferencewhere he has spoken for the pastdecade. His dynamic, enthusiasticstyle leaves audiences excited andenergized, ready to take whattheyve learned and apply itimmediately.

CharlesFrazier

Born inAsheville, CharlesFrazier grew upnot far from the

mountain he immortalized in ColdMountain. Cold Mountainis rich inthe culture and sensibilities of theNorth Carolina mountains and isbased on local history and CivilWar-era stories handed down byFraziers father.

Speakers Biographies


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Frazier had been teachinguniversity-level literature part-timewhen he first became spellbound by

the story of his great-great uncle,William Pinkney Inman. Inman wasa Confederate soldier during theCivil War who took a harrowingfoot journey from the ravagedbattlefields back to his home inthe mountains of North Carolina.The specifics of Inmans historywere sketchy, indeed, but Fraziersfather spun his tale with suchenticing drama that Frazier beganfilling in the gaps himself. Bits of thelife of Fraziers grandfather, whoalso fought in the Civil War, helpedflesh out the journey of WilliamPinkney Inman.

Much to his disbelief, Fraziersfirst novel went on to become thesmash sensation of the late 90s.Winning countless laudatoryreviews from publications

throughout the nation, ColdMountainbecame a must-readcommercial smash. The novel

ultimately won the coveted NationalBook Award for Fiction in 1997 andwas adapted into an Oscar-winningmotion picture starring Jude Law,Nicole Kidman and Best SupportingActress Renee Zellweger. Frazierslatest book, Nightwoods, takesplace in the 20th century, althoughthe setting is still the AppalachianMountains of North Carolina.

Frazier graduated from theUniversity of North Carolina in1973. He earned an M.A. fromAppalachian State University in themid 1970s and received his Ph.D.in English from the University ofSouth Carolina in 1986. He currentlyraises horses on a farm nearRaleigh, where he lives with his wife,Katherine, who teaches accounting,and their daughter Annie.

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2014

Richard PettyRichard Petty

Motorsports

Known simply as

The King, NASCARHall of Famer

Richard Petty

is the most decorated driver in the

history of NASCAR racing, winning a

record number 200 career races and

seven NASCAR Cup championships.

One would think that after 1,184

races spanning three decades, TheKing would bow out and retire quietly.

Petty, however, had other things in

mind. Today, he spends much of his

time overseeing the operations

of Richard Petty Motorsports,

a three-car team competing in

NASCARs highest levels.

In addition to his racing operations,Petty donated 84 acres of his own

land for the formation of Victory

Junction Gang Camp, giving

chronically ill children the chance

to engage in life-changing camping

experiences in a safe and medically

sound environment. The camphonors Pettys grandson, Adam,who died in a racing accident. Pettyis still extremely active at the camp,

which was founded in 2004 by Kyleand Pattie Petty.

Off the track, Pettys legacycontinues to be that of an Americanicon. There is no other driver inNASCARs history to have mademore of an impact on the sport thanthe Level Cross, N.C., native. One of

five inaugural members of theNASCAR Hall of Fame, Petty hasbeen elected in the NationalMotorsports Press Association Hallof Fame, International MotorsportsHall of Fame, North Carolina AutoRacing Hall of Fame and the NorthCarolina Athletic Hall of Fame. Healso serves as chairman of theNorth Carolina MotorsportsAssociation. Pettys NASCARhistory, his race shop and museum,and his unwavering support oftourism in Randolph County markthe significance of his contributionsto tourism in North Carolina.

2014 Winners Circle Award Recipients


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Horace HoldenNantahala

Outdoor Center

Originally fromAtlanta, HoraceHolden was a starswimming and

track-and-field athlete at EmoryUniversity. He came to NorthCarolina during his collegesummers to run the popular

Fritz Orr Club-Camp pool, andthen moved on to supervise thelake and canoeing activities atCamp Merrie-Woode in 1955.Holden also enjoyed formativeexperiences at other North Carolinasummer camps, learning watersafety from future International

Whitewater Hall of Fame inducteeRamone Eaton at Camp Carolinain Brevard and running the waterprograms at Camp High Rocks inCedar Mountain.

These experiences eventually ledHolden into the camp businesshimself. After graduate studies in

theology, Holden and his familyreturned to Atlanta and started theChattahoochee Camp School in1958, purchasing 130 acres on theChattahoochee River in Roswell, Ga.Holden also opened WildernessOutfitters in Atlanta, and in 1971, hepurchased the Tote N Tarry motel/restaurant/service station thefuture site of Nantahala OutdoorCenter. Holden had become familiarwith the property on the banks ofthe Nantahala River through eventsand trips with the Georgia CanoeingAssociation, which he co-foundedto offer paddling instruction,

promote river safety and host races.

Holden knew the timing of thepurchase was promising, with the

major studio film Deliverancescheduled for release the followingyear. But the smash success of thefilm and the inclusion of whitewaterpaddling in the 1972 Olympicsgave paddling and the new NOCa tremendous kickstart. Thebusiness took on a life of its own,

beginning the meteoric ascent tothe $20-million-a-year enterpriseit is today.

All four of Holdens children haveworked at NOC, and Holdens son,Horace Holden Jr., represented theUnited States in the 1996 Olympiccanoe/kayak events on the Ocoee

River in Tennessee.

PaysonKennedyNantahala

Outdoor Center

Born in Atlanta,Payson Kennedygraduated from

Emory in 1954 with a degree inphilosophy. Then he and his wife,Aurelia, embarked on a series ofmoves while he served in the UnitedStates Armys CounterintelligenceCorps in the Pacific Northwest,taught school in Virginia and earned

an M.S. in Library Science in Illinois.All the while, the Kennedys had fourchildren, and the growing familyspent time exploring area rivers.

After returning to Atlanta in 1964for a position in the Georgia Techlibrary, Kennedy joined the Georgia


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Canoeing Association, a paddlingclub that organized trips, taught skillsand safety, and organized paddling

races. Through the GCA, Kennedyreunited with his childhood friend,Horace Holden, who recruited theKennedys to spend the summer of1972 managing a new outdoor centerat the takeout of the Nantahala River.

The Kennedys were fascinatedby the promise of an alternative

lifestyle by the river, so Paysonquit his tenured job at Georgia

Tech, sold the house, and he andAurelia moved with four teenagechildren to North Carolina to runNantahala Outdoor Center full time,year round.

While working at NOC, Kennedy

developed into a world-classcompetitive paddler, winningsix national championships andcompeting as far away as Siberia.Kennedys love of competitioncoincided with his personalphilosophy that work andrecreational tasks can completely

engage the mind and body.

Known popularly as the flowstate, Kennedy encouraged

employees to achieve this stateof total focus on the work at handand to become totally absorbed byit whether it be guiding a river trip,performing administrative tasks inthe office or preparing and servinga meal. Kennedy observed that thechaos of whitewater rapids often

created flow experiences for guidesand guests alike, and he built theseexperiences into the companysbasic value proposition.

This kind of visionary leadershipquickly led NOC to the forefront ofthe nations outdoor industry and,over time, the enterprise has

produced more than 20 Olympicathletes and inspired an entiregeneration of outdoor adventurers.

Kennedys lifetime contributionsto whitewater paddling earnedhim a spot in the first class of theInternational Whitewater Hall ofFame in 2005.



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AureliaKennedyNantahala

Outdoor CenterAn Atlanta

native, AureliaKennedy first

came to North Carolina in the early1950s to work at Camp Merrie-Woode in Sapphire. While there,Kennedy became one of the first

women to canoe modern-dayNantahala Falls, making her thefirst of Nantahala Outdoor Centersthree founders to run the famousrapid. After that summer, shemarried Payson Kennedy and starteda family. The couple eventuallyreturned to Atlanta, where she

finished her degree at Georgia StateUniversity. She also helped starta nursery school called AtlantaCooperative Preschool and taughtfirst grade at a newly integrateddowntown school. Notably, Kennedylost her post as a scout leader afteraccepting two black scouts into herSandy Springs troop.

In the late 1960s, just before thefounding of NOC, Kennedy startedpaddling frequently with Paysonand his friends. The entire Kennedyfamily started going to canoeraces all over the Southeast and,eventually, Payson and Aurelia wonmultiple national championshipsas a tandem canoe team. In 1971,childhood friend and fellow GeorgiaCanoeing Association memberHorace Holden purchased the Toten Tarry motel/restaurant/servicestation alongside the NantahalaRiver and asked Payson and Aurelia

to help run the business in the

summer. Kennedy immediatelyfocused on the restaurant that

eventually became the iconic RiversEnd Restaurant and did guided

trips on the Nantahala and theClass V Chattooga River.

Kennedys legacy at NOC is her

focus on the NOC staff community,and the businesss relations with its

Nantahala Gorge neighbors that

Kennedy set out to befriend andlearn from. At NOC, she specificallytried to build a community of like-

minded people, who had the samevalues and who wanted to share

their values and lifestyle with theguests they taught to paddle and

took on rafting trips.

This commitment to the outdoorlifestyle and to the products andservices offered food and

adventures gave NOC the credibilityto become something beyond a

rafting tour operator. Instead, NOCgrew into a center of competitive

development, a hub for multisport

outdoor pursuits and a career optionfor those who loved the outdoors.

Ron KimbleCharlotte

Deputy City

Manager

As deputy citymanager for the

city of Charlotte,Ronald R. Kimble is responsible

for economic development,redevelopment, hospitality and

tourism, and intergovernmentalrelations for the city. He has led


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initiatives including the Panthers

Stadium Project, NASCAR Hall ofFame, the Levine Center for the

Arts, AAA Baseball and U.S.National Whitewater Center, as

well as the Metropolitan, NC Music

Factory and Mosaic Village.

Kimble is the lead staff member

for two city council committees the economic development and

governmental affairs committees.

Kimble also serves as the staff liaisonto the privatization and competition

advisory committee, a council-appointed citizens group charged

with evaluation of privatization

opportunities for the city.

Kimble joined the city of Charlotte

in 2000 from Greenville, N.C., where

he served as city manager for 10years. Prior to his appointment as

Greenvilles city manager, he also

served the city of Greenville as

assistant city manager and finance

director. Prior to his tenure in

government posts in North Carolina,

Kimble was assistant director of

finance in his hometown ofGalesburg, Ill., for nine years.

He received his bachelors degrees

in Accounting and Business

Administration from the University

of Kansas in Lawrence. He also is a

graduate of the Senior Executive

Leadership Institute Program

through the University of Virginiain Charlottesville.

Kimble is a member of the

International City/County

Management Association and

the North Carolina City and County

Management Association. He is

immediate past president of the

Charlotte Rotary Club and pastpresident of the Greenville Noon

Rotary. He is chair-elect for the

Charlotte District Council of the

Urban Land Institute. He is past

state vice president of the NC

Government Finance Officers

Association. He is past Volunteer

of the Year of the Pitt County UnitedWay, and has been active with

leadership giving in both Pitt County

and Central Carolinas United Ways.

He lives in Charlotte with his wife,

Jan, and has one daughter, Jamie

(deceased).

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Conference Sponsors

The Division would like to recognize the following sponsors, whose

contributions make this conference possible. We encourage you to take

a moment and visit these important partners in Grand Ballroom A&B

and the Promenade to thank them for their support and hospitality.

Platinum Sponsors

Charlotte Regional VisitorsAuthority (CRVA)

ON Event Services

Diamond SponsorsJournal Communications Inc.

Luquire George Andrews (LGA)

Pinehurst Resort

Pinehurst, Southern Pines,Aberdeen Area CVB

UNC-TV

Gold Sponsors

Time Inc.

Silver Sponsors

Hearst Womens Travel Group

Hoffman Media

Parade Media Group

TripAdvisor

The Westin Charlotte

Bronze Sponsors

AAA

Amtrak

Atlanta Magazine/Emmis Publishing

Blue Ridge Outdoors

Carolina Publishing Associates

EverWondr Network

Garden & Gun

HomeAway, Inc.

iTek Graphics

ITI Marketing, Inc.

Keep My Planet Green

Leisure Media 360

The Local Palate

Madden Media

Meredith Travel Group/Navigate Media

NC Department ofCultural Resources

NC Sports Association

NC Travel & Tourism Coalition

NCC Media

The News & Observer

Outpost Design

prototype: tourism

Rhyme & Reason Design, LLC

Sea Scape Properties

Travel & Adventure Show

US Airways Magazine/Pace Communications

FriendsEndless Vacation

Hearst Digital Media

Ideal-LIVINGMagazine

OutsideMagazine

Turner Digital

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2014 Tourism Education Foundation of NC Silent Auction

The Tourism Education Foundation

of North Carolina is a nonprofit

organization created by the North

Carolina Travel Industry Association

to help the states tourism industry

prepare for a dynamic future. The

foundations objective is to enhancethe tourism industry by developing

knowledgeable leadership. The main

purposes of the foundation are:

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.

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 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.

Please help support the foundation

by participating in this years silent

auction. The 2014 Silent Auction will

be open during the conference in

Grand Ballroom A&B.

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North Carolina Division of Tourism Staff

Administration

Wit Tuttell, Executive [email protected]

Bryan Gupton, Director ofOperations and Industry Relations

[email protected]

Ashlee Kirk, Assistant tothe Director of [email protected]

Martha Slate, Business [email protected]

Domestic Marketing/Group Tours/Sports

Kristi Driver, Managerof Group [email protected]

International Marketing

Heidi Walters, International TourismMarketing [email protected]

Public Relations

Beth Gargan,Public Relations Manager

[email protected]

Suzanne Brown, Public RelationsProgram [email protected]

Bill Russ, [email protected]

Publications/Extranet Contacts

Kathy Prickett,Publications [email protected]

Nicolle Jones,Database/Extranet [email protected]

Research

Marlise Taylor, Research [email protected]

Sustainable Tourism

Alex Naar, SustainableTourism [email protected]

NC Film Office

Aaron Syrett, Film Office [email protected]

Cheryl Mauro, Assistantto the Film Office [email protected]

Guy Gaster, ProductionServices Executive

[email protected]

Tourism Development

Andr Nabors, Managerof Tourism [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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North Carolina Division of Tourism Staff

Visitor Services/Inquiry/Welcome Centers

Wally Wazan, Visitor ServicesProgram [email protected]

Cynthia Ferguson, Visitors ServicesProgram [email protected]

Jade Feliciano, Warehouse [email protected]

Inquiry

Teresa Smith, Data EntrySupervisor/Toll-Free [email protected]

Welcome Centers

I-26 East Welcome Center

Margaret Ritchey, [email protected]

I-26 West Welcome Center

Vickie Sealock, [email protected]

I-40 West Welcome Center

Mary Ann Teague, [email protected]

I-77 North Welcome Center

Christopher McKeaver, [email protected]

I-77 South Welcome Center

Louie Comer, [email protected]

I-85 North Welcome CenterHattie Williams, Acting [email protected]


Bradley Baker, Acting [email protected]

I-95 North Welcome Center

Frieda Day, [email protected]


Kat Littleturtle, [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

North Carolina Governor's Conference on Tourism 2014

Documents

Transcript of North Carolina Governor's Conference on Tourism 2014