September 7-9, 2016
Le Meridien Delfina Hotel
Santa Monica California


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Marketing The Experience!

Wednesday, September 7

10 AM to 5 PM


11:45 to 1:45 PM

Shop America Alliance and US Cultural & Heritage Tourism Marketing Council Advisory Board Meeting & Luncheon (by invitation)

2:30 PM to 5 PM

Tour Operator/Media Marketplace, Ballroom
Meet one to one with leading Receptives, Tour Operators and Travel Media, Co-Sponsored by Santa Monica Travel & Tourism and TravMedia. Treats While You Meet Reception for Marketplace participants, 3:30 to 5 PM, sponsored by Fashion Island/irvine Spectrum Center.


SESSIONS for those not participating in Marketplace

Here's Looking at Me, Kid: Experiential Purchases are a More Meaningful Part of One's Identity
Patrick Marsden, Senior Director, MaCher

3:15 to 4 PM

Tourism Sales Boot Camp: Jump Start Your Personal Marketing
Coach David Stern, author of “Are You For Real?!”

4:15 to 5 PM Traditional Marketing & Public Relations + New Technology: Tips and Tricks to update your Toolbox for greater success.  Presented by Nick Wayland, CEO and Founder, TravMedia and Susan Wilson, Susan Wilson Marketing, LLC.

5:15 PM

Shuttles depart to Santa Monica Place. Shuttles sponsored by Santa Monica Travel & Tourism

5:30 to 7 PM

Welcome Reception at Santa Monica Place
Sponsored by Macerich/Santa Monica Place
Charity Silent Auction Bidding Opens to benefit Hospitality Scholarships

Open Evening

Enjoy Eclectic Dining at Santa Monica Place

Thursday, September 8

8 AM to 5 PM

Registration Open

8 AM to 9 AM

Global Ready Payments Breakfast sponsored by Essentially America and Mall of America. Next Generation Payment Global Payment Systems. Panel will discuss Union Pay, ApplePay, AliPay, WeChat pay opportunities and more.  
Larry Cohen, President, Northeast Media representing Essentially America, Moderator. Panelists: Charlie Gu, China Luxury Advisors; Doug Killian, Senior Tourism Director, Mall of Ameria; Brian Chuan, Director of Travel Trade Development, South Coast Plaza.

9 to 9:20 AM

Official Welcome, ONE Overview, Misti Kerns, CEO, Santa Monica Travel & Tourism and Kate Birchler, AVP Tourism, Macerich Shopping Centers & Fashion Outlets

9:20 to 10 AM

Global strategy for incremental business.
Rosemary McCormick, President, Shop America Alliance and US Cultural & Heritage Tourism Marketing Council

10 to 10:45 AM

Lorena Garcia, Director Global Tourism, Simon Shopping Destinations; Kate Birchler, AVP Tourism, Macerich & Fashion Outlets and Doug Killian, Senior Director International Tourism, Mall of America. Moderator: Rosemary McCormick, Shop America Alliance

10:45 to 11 AM

Break sponsored by Louisiana Tax Free Shopping

11 to 12 PM

Panel of Leading Luxury Retail Experts discuss international tourism trends and opportunites. Julia B. Ladd, AVP, Property Management, Macerich Santa Monica Place; Jon Borland, Director, Salvatore Ferragamo, Rodeo Drive and Julie Wagner, CEO, Beverly Hills Conference & Visitors Bureau.  Moderator: Mary Saunders De Hoyos, Sr. Director Business Development, Beverly Hills Conference & Visitors Bureau

12 PM to 1:45 PM

GLOBAL READY Luncheon co-sponsored by Where Magazine LA and Certified Folder Display Service.
Keynote Presenter: Caroline Beteta, CEO, Visit California. Introduction: Misti Kerns, CEO, Santa Monica Travel & Tourism

2 to 3:15 PM

GLOBAL READY: Arabia & India & China. Presenters: Ed Fuller, President, Laguna Strategic Advisors; Jason Pacheco, Principal, BRIC Marketing and Bob Gilbert CTC, Partner - Travel & Tourism, CHD, Inc. | Chinese Host, Inc.  Spending, Preferences and Cultural Sensitivity to build your business from three top global markets. Plus Arabian Travel Market Recap: "Know Before You Go" with recent participants Brian Chuan, South Coast Plaza; Carolyn Petty, TaxFree Shopping Texas and Cynthia Schmitt, Citadel Outlets. Moderator: Kathy Anderson, President, Anderson Retail Tourism Marketing

3:15 to 4:15 PM

How does the overall Airport experience influence future travel plans? What can shopping centers learn from airports?
Panelists: Mark Sullivan, Director and Li-Chun Hsu Young, Head of Marketing, North America, DFS-Duty Free Shopping; Mary Grady, Managing Director Media and Public Relations, Los Angeles World Airports; Amy Benson, Senior Director Marketing - Airports, Westfield. Moderator: Camille Hoheb, President, Wellness Tourism Worldwide

4:15 to 5:15 PM

BEYOND HEADS IN BEDS: Building effective partnerships with hotels.
Panelists: Sarah Kruer, Director of Tourism Development, South Coast Plaza; Rose Hapanowich, Travel & Tourism Director, Destiny USA. Moderator: Pat Lee, Tourism Consultant, Cherry Creek Center

5:30 to 7 PM

Wine Down Reception co-sponsored by Las Vegas CVA, Outlets of Mississippi and MallComm.
Poolside Terrace at Le Meridien Delfina. 
Charity Silent Auction to benefit Hospitality Scholarships, bidding closes at 6:45 PM

Open Evening

Enjoy the vibrant Santa Monica restaurant scene!

Friday, September 9

8 AM to 2:30 PM

Registration Open

8 AM to 9:15 AM

SASI-ONE AWARDS PRESENTATION & BREAKFAST sponsored and presented by Brandace Berger Bruning, Sr, VP, CenterCal Properties. Cultural Heritage Destination of the Year Award presented by The Cultural Traveler. TravMedia Travel Journalist of the year Award presented by Susan Wilson, TravMedia.

9:15 to 10 AM

THE SUSTAINABLE TRAVEL EXPERIENCE: Sustainable Travel Study presented by Geoff Bolan, COO, Sustainable Travel International and Laura Mandala, Director, Mandala Research. How travelers define and incorporate sustainability in their travel decisions. How to effectively message your organization's sustainability efforts.

10:15 to 10:30 AM

Break sponsored by TaxFree Shopping Texas

10:30 to 11:15 AM

Panel of foodie experts discuss catering to tourism guests and generating major sales. Presenters Raphael Lunetta, Owner, JiRaffe, Santa Monica; Lynne Thomas, Director of Marketing, The Lobster, Santa Monica; Chef Shelley Doonan, Professor of Hospitality Management & Culinary Arts, Hospitality Management & Culinary Arts Program Coordinator, Mt. San Antonio College and Stacey Sun, Director, dineL.A. Moderator: Shoshana Puccia, Marketing Director, Roseworks Marketing

11:15 to 12:15 PM

THE CULTURAL EXPERIENCE: Panel of cultural and heritage tourism leaders discuss trends and partnership opportunities. David Singleman, Group & Tourism Coordinator, The Getty; Rosemarie Reyes, Tourism Consultant, The Whitney; Carolyn Feimster, President, CJF Marketing International, Historic Shopping & Dining Attractions and Andrew Witt, Executive Director, St. John's Cultural Council/St. Augustine FL. Moderator Anita Boeker, Communications Director, US Cultural & Heritage Tourism Marketing Council.

12:15 to 1:30 PM

Keynote Luncheon with Presenters Julie Heizer, Deputy Director Industry Relations, National Travel & Tourism Office and Helen Marano, Senior VP, World Travel & Tourism Council.  For World Travel & Tourism information, visit

1:45 to 2:30 PM

TAX FREE Shopping Delivers ROI and Motivates Travelers.  New White Paper presented by Carolyn Petty, President, TaxFree Shopping Texas, Steven Windham, Office of the Lt. Governor, Louisiana Tax Free Shopping; Danielle M. van der Kwartel, President, MoneyBack Mexico.

2:30 to 3:30 PM

Presented by Outlet Marketing Alliance (OMA). Moderator: Mitchell Brown, COO, The Outlet Resource Group. Sponsor: Stephen Fine, Partner,  Outlets are the fastest growing retail segment and a proven tourism draw. In this era of Experiential Tourism and increasing competition, defining and promoting The Outlet Experience is essential.

Join in this interactive Idea Exchange to discuss key topics including: 1. How to engage outlet retail brands in tourism marketing. 2. Partnering with hotels, attractions and dining to extend and enhance the shopping experience. 3. Cultivating partnerships with CVBs and State Tourism Offices. 4. New trends in Customer Retention. 5. Holiday forecast --energizing Thanksgiving into New Year's. 6. Overall strategies for '17 -- traditional media versus new media

3:30 to 5 PM

Women in Travel & Tourism International (witti) Annual Meeting (all women delegates invited). Laura Mandala, Executive Director. Presenters share their personal journeys and ideas to inspire! Misti Kerns, CEO, Santa Monica Travel & Tourism, Helen Marano, Senior Vice President, Government & Industry Affairs, World Travel & Tourism Council and Julie Heizer, Deputy Director, National Travel & Tourism Offfice.

5 to 9 PM

Women in Travel & Tourism International Reception & Dinner
Separate Fee payable to witti.  Le Meridien Delfina private garden
RSVP here

Saturday, September 10


Santa Monica Cultural and Experiential Tours

A.  SANTA MONICA HISTORY MUSEUM. Tour times: 11 am and 1 pm. The museum is the Le Meridien Delfina's 2016 Unlock Art partner. Tours last about 45 minutes and there will be ample opportunity to explore on your own and use the museum's interactive exhibits. (No charge for ONE delegates and guests.)

B.  ANNENBERG BEACH HOUSE.  The Beach House combines elements of the historic Marion Davies Estate with contemporary amenities to create a truly unique community destination. With spectacular views, splash pad, children's play area, gallery, historic pool, and Marion Davies Guest House there's something for everyone to enjoy. The Annenberg Community Beach House day passes includes the historic pool open from 10 am to 7 pm. Please bring your own towels. They have changing rooms with hot showers. Marion Davies Guest House is open from 11 am -2 pm. All Conference participants are welcome to visit and talk with one of the Santa Monica Conservancy docents on a self-guided experience, or participate in one of the scheduled tours at 11 am, 12 pm and 1pm. Back on the Beach Café is open from 8 am - 8 pm. It’s a lovely experience to bundle breakfast or lunch at the Café with a Guest House tour and the pool! You can sit outside, with your toes in the sand, an ocean view, and the food is yummy! The Gallery is open daily from 9 am-4 pm and the current exhibit is quite whimsical. (No charge for ONE delegates and guests.)

C.  SANTA MONICA BIKE CENTER offers some of the finest guided eco-tours in the area. Take part in the Venice Street Art, Sweet Spots, or Main Street Eats Walking Tour to explore the Santa Monica and Venice areas. Ride through the scenic shopping districts, landmark neighborhoods of Santa Monica and Venice, and explore the legal street art graffiti galleries that are alluring grounds for world-renowned street artists. Tastings offered from the food tours may include Australian meat pies, Omusubi, Mexican/Jamaican jerk chicken, doughnuts, gourmet chocolates, mint ice cream and more! 20% OFF these regular prices for ONE delegates and guests, at 10 am or 2:30 pm. Venice Street Art Tour: $69/adult, $49/children (Under 13) Sweet Spots Bike Tour: $89/adult, $69/children (Under 13) Main Street Eats Walking Tour: $69/person

Enter To Win a Prestigious SASI-ONE Award for Tourism Marketing Excellence. Entry Deadline: July 8.

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What Travel Leaders say about ONE Travel Conference

Werner Escher

Executive Director, Domestic & International Markets
South Coast Plaza

Peggy Ziglin

Director of Tourism & Business Development
Craig Realty

Jan Kroells

Vice President of Marketing
Bloomington, MN CVB

Kate Birchler

AVP Tourism Marketing

Roger Dow

President & CEO
US Travel Association

Doug Killian

Director of Tourism
Mall of America

Art Jimenez

Senior Director of Leisure Sales
Las Vegas Convention & Visitors Authority

Lauren Volcheff

Vice President, Marketing
Tourico Holidays