• 8.30

    Registration & networking

  • 9.00


    Sam Chandon Dean, NYU School of Professional Studies
    Clare Dewhirst Founder and Director , City Nation Place
  • 9.15

    SESSION ONE: From Nations to Neighborhoods

    Guest moderator:
    Gordon Innes Economic Development Lead , Bloomberg Associates
    Opening keynote:
    Richard Florida Author of “The New Urban Crisis”, University of Toronto
    The Nation Brand, National Policy and Your Place Identity
    • The role of national governments in promoting place identity through policy
    • Understanding the impact of the Nation Brand on State and City Brands
    Isabel Hill Director, National Travel & Tourism Office, US Department of Commerce
    The Mayors’ Perspective: How politicians should be engaged in the place making and place branding process
    • Hear from the place leaders actively promoting tourism, marketing and economic development in their cities.
    • What role should elected place leaders take in the place branding process?
    Mayor William Bell Birmingham, Alabama
  • 10.40

    Refreshments & Networking

  • 11.10

    SESSION TWO: The Secret Power of Events, Festivals and Experiences

    Developing New Niches: Creating Events to Attract Audiences and Showcase Your Destination’s Assets
    Cameron Bailey Artistic Director, Toronto International Film Festival
  • 11.55

    The Role of Key Industry within Place Brands

    Connecting your place brand with key industry sectors to attract talent and tourism and drive economic competitiveness.
    Olga Stella Detroit Creative Corridor
    Ernest Wooden Jr President & CEO, LA Tourism
  • 12.30

    Lunch & Networking

  • 13.30

    What Success Looks Like... And How to Manage It

    From overrun local restaurants to strained public transit, the problem of too many tourists is a fast-growing challenge faced by cities and destinations all over the world. Frans Van Der Avert, CEO, Amsterdam Marketing reveals his iconic city’s globally lauded plan to listen to local stakeholders while sharing the city’s good visitors fortune with the rest of the country.
    Frans Van Der Avert CEO, Amsterdam Marketing
  • Streamed sessions

    • 13:50

      The Millennial Mindset

      Millennials have been identified as a key audience for talent attraction, tourism and economic development. But what defines the millennials’ sense of place? What makes your city, state or nation attractive as a place to live, work and play? Learn from new research into this elusive audience and from the experience of others.

      Chris Fair
      Chris Fair
      President & CEO, Ressonance , T: +1 347.817.7916
      Jeff Miller
      Jeff Miller
      President & CEO , Travel Portland
      Ray Hoyt
      Ray Hoyt
      President , Visit Tulsa
    • 13:50

      Bottom up branding: engaging citizens in the place branding process and creating place brand ambassadors

      This session presents different approaches to citizen engagement. Learn from the European experience of Amsterdam, where the “I Am Amsterdam” strategy has delivered greater citizen engagement and understanding of the city’s role in the world, its values and attractions and the role of tourism. Learn also from Edmonton, where an award-winning approach to involving citizens in the process led to a new place brand identity which has delivered immediate economic benefits.

      Jeannette  Hanna
      Jeannette Hanna
      Chief Strategist , Trajectory
      Brad Ferguson
      Brad Ferguson
      President & CEO , Edmonton Economic Development Corporation
  • Streamed sessions

    • 14:40

      Neighborhood Development: Models for Success In Revitalizing Local Brands

      How can you best leverage business improvement, creative innovation, and historic districts in your place branding and marketing strategy? How can the relationship between tourism and citizen and urban patterns be managed more successfully through the effective development of neighborhood attractions?

      Steven  Pedigo
      Steven Pedigo
      Director of the Urban Lab and Clinical Assistant Professor , Schack Institute of Real Estate
      Alan  Boniface
      Alan Boniface
      Principal , Dialog
      Nicole  Fichera
      Nicole Fichera
      Boston Innovation District / Seaport
    • 14:40

      Six practical ways DMOS and EDOS can work together

      Destination marketing organizations and economic development organizations are both in the business of marketing a place. The decisions that they aim to influence may differ, but when you get right down to it, the two organizations have near-identical end goals of job creation and economic development. Whether you are working within a DMO or anEDO, or responsible for both, this session will look at how to deliver a more effective collaborative approach. The interactive“fishbowl format” of this session will enable you to learn from the lead speakers and the experience of other delegates.

      Andy Levine
      Andy Levine
      CEO , DCI
      Scott  Beck
      Scott Beck
      CEO , Visit Salt Lake City
      Ben Teague
      Ben Teague
      Executive Director , Ashville-Buncombe County Coalition for Economic Development
  • 15.25

    Refreshments & Networking

  • 15.55

    Telling the story of your place in the digital age

    We are the digital generation of marketers – but keeping up with communication channel options and working out how best to engage others to help you tell your story is a constant challenge. This session will focus specifically on how social and digital media can be harnessed to tell the story of your place and ask how much you can let go of your brand in the digital world, and how much you can control it.
    Andrew Weir CMO, Tourism Toronto
    Julie Calvert Executive Director, Source Cincinnati
    Annie Fitzsimmons Editor at Large, National Geographic Traveller
  • 16.45

    Closing keynote: “The Story of the new New York”

    The bold, ambitious future of the world's most famous place brand
    Fred Dixon CEO, NYC & Company
  • 17.05

    Key Takeaways

    Chris Fair President & CEO, Ressonance, T: +1 347.817.7916
  • 17.15

    Closing drinks reception & networking

    Hosted by NYC & Company


Save $100 before April 14

Plus - every delegate will receive a complimentary copy of "The New Urban Crisis" , by our keynote speaker, Richard Florida.


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