Program

Monday, August 20

10 AM to 5 PM Registration Open
11 AM to 12 PM Shop California coffee meeting. California Style & creating new content. Open to all CA delegates.
12 PM to 1:30 PM Shop America Alliance Advisory Board Meeting & Luncheon, by invitation only
1:45 PM to 3:15 PM

Charting the Course to Success: Shop America Strategic Plan Town Hall Meeting.
Moderated by Kelly Craighead, Vertimas Consulting and Rosemary McCormick, President, Shop America Alliance. Reports from Shop America Committees: Communications, Education, Membership and Marketing,

3:15 PM to 4 PM PIVOT-- Changing the Message.  Interactive WorkShop on innovative communications, moderated by Sarah Kruer, South Coast Plaza
4 to 4:30 PM US Cultural & Heritage Tourism Marketing Council-- Exciting New Direction! Presented by Richard Peterson, President & CEO and publisher of The Cultural Traveler guide.
5:30 to 7 PM Welcome Reception at Embassy Suites Courtyard. Meet, network and mingle at this popular event sponsored by Mall of America.  Charity Silent Auction bidding opens. Peggy Ziglin, Silent Auction Chairperson
download Silent Auction Donation form
Open Evening Dine Around on your own in Wine Country.  Enjoy the many restaurants and wine bars in Downtown Napa, just blocks away. Or visit Yountville, the world renowned dining Mecca, a 10 minute Uber ride from Hotel.
Dining Guide to the Napa Valley

Tuesday, August 21

7:30 AM to 5 PM Registration Open
6:30 to 8:15 AM Breakfast at your leisure.  Enjoy the made to order Embassy Suites breakfast in the Atrium, a short stroll from the meeting rooms.
8:15 to 9 AM Creating a Cultural Connection: Maximizing Tourism Partnerships to Increase Visitors. Museums, cultural organizations and heritage sites have traditionally been among the most popular visitor attractions for both domestic and international tourists, especially in countries in Europe, Asia and in North America, where tourism has extensive economic, social and political influence. They play a key role in cultural tourism and leisure, as they offer the cultural asset, not only by preserving and promoting cultural heritage, but further by producing cultural experiences. Recently cultural stakeholders have started to assess their power in attracting tourist audiences and their impact in the tourism industry, a powerful development tool.  Moderator: Richard Peterson, CEO & President, US Cultural & Heritage Tourism Marketing Council. Presenters:  Rosemarie Reyes, Partner, Roseworks Marketing/Le Bridge LLC; Andrew Witt, Executive Director, St. John Cultural Council/St. Augustine FL.
9 to 9:20 AM Special Welcome to Napa!  Mike Gallagher, Co-Founder and Co-Chairman, CityPASS, Brand USA Board Member, US Travel Board Member and long time Napa resident welcomes all and shares his perspectives on tourism success.
9:20 to 10 AM Welcome to ONE!  New White Paper on International Tourism with the top ten inbound shopping tourism markets and guidance on building your success.  Rosemary McCormick, President, Shop America Alliance
10 to 10:30 AM World View: Global Tourism Challenges & Opportunities.  Helen Marano, Executive VP of External Affairs, World Travel & Tourism Council
10:30 to 10:45 AM Break sponsored by Louisiana Tax Free Shopping
10:45 to 11:15 AM USA International Arrivals and Data Collection update.  Brian Beall, Deputy Director, National Travel & Tourism Office
11:15 to 12 PM Keynote Address:  Caroline Beteta, President and CEO, Visit California
12 to 12:45 PM Networking Luncheon
12:45 to 1:30 PM INDIA: The Next Big Inbound Opportunity!  Presenters: Rati Dhodapkar, CEO, East West Marketing India on what DMOs, Attractions and Retailers can expect from this lucrative growth market and how it compares to China, Denny Xie, Executive Vice President, East West China. Moderator: Maura Eggan, Consultant.
1:30 to 1:45 PM Innovations with MallComm presented by David Fuller-Watts, Group Digital Director, Toolbox Group
2 to 3 PM Tourism & Government: YOU Can Make A Difference!  Moderator: Rosemary McCormick, Shop America Alliance. Panelists: Bonnie Carlson, CEO, Bloomington MN CVB; Denise Thevenot, Executive Director, Louisiana Tax Free Shopping and member of the US Travel & Tourism Advisory Board; and Brian Beall, Deputy Director, National Travel & Tourism Office.
3 to 3:45 PM Disaster to Recovery -- What We Learned.  Rebuilding in the aftermath of the 2017 fires, case studies from resilient and resourceful California DMOs: Claudia Vecchio, CEO, Sonoma CVBVecchio, CEO, Sonoma CVB; Clay Gregory, CEO, Visit Napa Valley and JessyLynn Perkins, Director of Digital Marketing, Visit Santa Barbara.
3:45 to 4 PM Break sponsored by OutletBound.com
4 to 5 PM Success with Travel Writers & Bloggers. Panel of leading travel journalists discuss their approach and how you can maximize your successful content placement.  Moderator:  Lauren Michod, VP Communications, TravMedia. Panelists include Kit Bernardi, TravMedia Journalist of the Year 2017 and Jill Robinson, traveling writer and TravMedia Journalist of the Year 2018.
6 to 8 PM Wine Down Reception! Shuttles depart for McCormick Place in Napa at 5:45 PM. Gather informally on the poolside patio with vineyard views and enjoy "The Art of Wine Tasting" wth Rose Hapanowich, Destiny USA.  California wines, craft beers along with innovative Food Truck catering, music and a special "Chocolate Dessert Experience" presented by award winning Chef Stephen Durfee, CIA Instructor and former pastry chef at the French Laundry! Co-sponsored by Essentially America, MallComm and Outlets of Mississippi.  Charity Silent Auction bidding closes at 7:40 PM. Peggy Ziglin, Silent Auction Chairperson.
download Silent Auction Donation form
8 PM Open Evening:  Return Shuttles provide drop off in Downtown Napa or at Embassy Suites
Dining Guide to the Napa Valley

Wednesday, August 22

8 AM to 4 PM Registration Open
6:30 to 8:15 AM Breakfast at your leisure.  Enjoy a cooked to order Embassy Suites breakfast in the Atrium, a short stroll from the Meeting Rooms.
8:15  to 9 AM It's All About You! presented by Larry Cohen, President, Northeast Media. Insightful and entertaining commentary on how to improve your personal communuications success.
9 to 9:45 AM The Changing Retail Environment: How Outlets and Retailers Are Adapting. Presenter: Lisa Quier Wagner, Principal, The Outlet Resource Group (TORG)
9:45 to 10:30 AM Creating and Nurturing Win/Win Relationships with Retailers.  Panelists Peggy Ziglin, Craig Realty Group; Pat Wharton, Horizon Group Properties and Rose Hapanowich, Destiny USA share insider tips on key relationships that drive marketing and tourism programs.  Moderator:  Stephen Fine, Partner, OutletBound.com
10:30 to 10:45 AM Break sponsored by TaxFree Shopping Texas
10:45 to 11:30 AM Research = Content.  Key insights gained from research studies can help to generate media messaging and sought after content. Highlights of the new African American Traveler Study and Cultural & Heritage Tourism Study from Manadala Resarch with insight on effective media communications strategy.  Presented by Laura Mandala, CEO, Mandala Research and Paul Wilke, CEO, Upright Position Communications.
11:30 to 12:15 PM SASI-ONE Awards and TravMedia Travel Journalist Award.  SASI= Shop America Salutes Innovation!  See some of the industry's best tourism marketing and take away great ideas!  Honorees include the TravMedia Journalist Award, Cultural & Heritage Tourism Organziation of the Year and special Shop America Lifetime Achievement Award. SASI-ONE Chair Brandace Bruning.  Sponsored by CenterCal Properties, TravMedia and US Cultural & Heritage Tourism Marketing Council.
12:30 to 1:45 PM Retail Development Today Luncheon. Presenter Ashton Simmons, General Manager, The Veranda. Sponsored by CenterCal Properties, California's top independent retail developer.
2 to 2:45 PM Building Sales with Chinese Shoppers. Panel of payment processing and marketing pros share strategies to drive increased spending.  Moderator: Lesley Boughen, Tourism Director, Oxford Group Properties. Panelists: Maya Hua, Tourism Senior Manager, Mall of America and Ryan Noland, Head of Growth, Citcon.
2:45 to 3:30 PM Tap Into China's Top Travel and Cross-Border Platforms. Smart solutions to meet growing demand from Chinese travelers.  Presented by Jacqueline Zhao, Co-Founder and CMO, YouWorld.  Moderator: Carlos Montenegro, Manager, Tourism & Customer Service, Beverly Center
3:30 to 4:15 PM Travel Trade Strategies for Tourism Success. When you invest time and money to attend travel trade events, you need to understand what will motivate tour operators to market your attraction or retail center.  The answer is creative packaging so the tour operator benefits financially. Travel Industry expert Jennifer Ackerson, President, ALON Marketing Group, shares insider secrets to enhancing your success.
5 to 6 PM Savor the Edible Side of Napa-- Private Oxbow Market Tour-- sponsored by MallComm
Join Napa Valley expert, Jill Durfee, to learn all about Oxbow Public Market and its incredible shops featuring the valley’s finest produce, spices, charcuterie, meats, artisan cheeses and of course, fine wines. Sample local delicacies while enjoying a relaxed and inspiring experience on the Oxbow River Deck. Experience limited to 24. Sign up at ONE registration.

The developer of Downtown Napa's trendy Food Hall, Oxbow Market, also created San Francisco's Ferry Building. Transportation from Embassy Suites to Oxbow Market provided. Then stay downtown to enjoy dinner and nightlife.
  ONE Travel Conference adjourns

View the 2017-2018 SASI-ONE Awards Video

What Travel Leaders say about ONE Travel Conference

Peggy Ziglin

Director of Tourism & Business Development
Craig Realty


Jan Kroells

Vice President of Marketing
Bloomington, MN CVB


Kate Birchler

AVP Tourism Marketing
Macerich Shopping Centers & Fashion Outlets


Roger Dow

President & CEO
US Travel Association


Cheers Red Wine