City Nation Place Americas Virtual Conference
Please note that we will continue to tweak the content of this agenda to ensure that it meets your emerging challenges.
On each day of the virtual conference there will be a mix of:
- Live webinars where you can listen to the panellists and text in your questions – these sessions will also be recorded in case you miss the live time
- Newly released recorded sessions - you will be invited to ask any specific questions for these speakers before we record!
- A live chat room in the online event zone, where you can comment and invite other delegates’ comments on the issues being raised
- “Zoom Room” discussions – where you can join a limited number of fellow delegates for more informal, peer-to-peer discussion and networking
Day 1 - Tuesday May 19th
14.00 EST: LIVE WEBINAR: Facing up to the challenges & opportunities for cities in North America: the CEO perspective
Join this webinar to hear CEO perspectives from leading destination marketing and economic development organisations.
- What have they learned through the COVID-19 crisis?
- How are they mitigating against the impact and planning for the future?
- How do they see the developing role of their organisations?
- How do they expect collaborative relationships between tourism and economic evelopment to progress?
President & CEO, Tourism Toronto
16.00 EST: LIVE WEBINAR: Planning for the future of tourism in a post COVID-19 world
Practical ideas and advice from Ketchum, who steered Puerto Rico through natural disasters to a strong recovery. What are the lessons that can be applied to the COVID-19 situation? What are our other speakers learning during this recovery planning stage? Bring your questions to the live chat.John Bradbury
Managing Director, Issues & Crisis, Ketchum
17.00 EST: Zoom Room chats
All registered delegates will be invited to put forward topics for Zoom Room chats. Click on the published link to join 10-15 other delegates in a more information discussion and networking session.
Sessions released for exclusive viewing...
Rebuilding our city economies
Mayor Knox White
- How can city governments, DMOs and EDOs now help their downtowns, main streets and neighborhoods to recover from the impact of COVID-19?
- The challenges and opportunities of bringing together all key stakeholders to deliver a collaborative solution
City of Greenville
Roles and responsibilities of public spaces in the recovery
An opportunity to learn from the experience of the successful revitalisation of Calgary’s East Village and Rivers District and the team leading the largest public park development project in the USA. This session will focus on:
- Stakeholder engagement
- Managing the relationship between public sector and private investment
- Programming for effective placemaking
Harnessing citizen power to reboot your place brand strategy and economy
- How to secure the buy-in of your community to your place branding ambitions
- How to include your citizens in the story-telling and positive advocacy for your place
Founder, Trajectory BrandsSuzanne Weirick
Commissioner , Elkhart CountyArvis Dawson
Council Member, Elkhart City
Emerging opportunities for rural destinations – and how a place brand strategy can help to build on these
- How has the shift to “work at home” during the crisis contributed to the ongoing changes in work and career patterns, and what opportunities is this creating for rural place marketers?
- Understanding forecast changes to tourism markets, creating new opportunities for rural destinations: how do rural teams need to change their approach to capitalise on the unique benefits that they offer?
LBJ Urban Lab Initiative and Professor of Practice at the LBJ School of Public Affairs, University of Texas at AustinAndrew Redden
Economic and Tourism Development Manager, Hastings CountyMathieu Lapointe
Prefect, MRC Avignon
Day 2 - Wednesday May 20th
14.00 EST: LIVE WEBINAR: City vs region: how cities and communities within regions can collaborate rather than compete in the recovery?
- Will the opportunities to share resources and market the bigger picture as a regional organisation provide greater support for recovery planning post-Corona?
- What are the challenges and the benefits: what lessons can we learn from places doing it well?
CEO, Council of the Great Lakes RegionMilton Segarra
Chief Executive Officer, Coastal Mississippi
15.00 EST: LIVE WEBINAR: From crisis to recovery: the role of state and provincial marketing
Join this session to hear how state and provincial destination marketing, economic development, and business improvement organisations are adjusting their marketing strategies and working to support local businesses in their region
17.00 EST: Zoom Room chats
All registered delegates will be invited to put forward topics for Zoom Room chats. Click on the published link to join 10-15 other delegates in a more information discussion and networking session
Sessions released for exclusive reviewing...
The future of international travel
The country marketing organisations for the USA and Canada share ideas and plans
- Responding to Covid-19: it’s still early days but what is the data telling us about impact and how is this informing recovery planning?
- Where are the recovery opportunities for international tourism?
- How are the two nation branding teams planning to position future communication strategies?
Preparing for the post-crisis emerging opportunities for “edge” cities
Hear how “edge” cities – located right next to tier one, more internationally recognised cities – are strategizing to reap the benefits
- Making the quality of life argument effectively
- Building a unique place identity to take your “edge” city out of the shadow of its neighbour
Supporting the recovery in the national and international events sector
- How are we predicting a “new normal” for international events post COVID-19?
- National or international events can put the spotlight on your place brand and bring huge economic benefits: what have we learned from this crisis about how to integrate events into a more resilient place brand strategy?
Vice President Marketing and Strategy, Tourisme Montréal
As president and CEO of VISIT PHILADELPHIA®, Jeff Guaracino is charged with building the region’s image, driving visitation and boosting the economy. In 2018, the Greater Philadelphia region welcomed 45 million people. These visitors injected $7.6 billion into our economy, supported 103,800 jobs and generated $980 million instate and local tax—leading to $12.2 billion in economic impact.
Victor Hoskins joined the Fairfax County (Va.) Economic Development Authority as president and CEO on August 5, 2019. Previously, he was the director of Arlington (Va.) Economic Development since 2015. In that role he is most known for leading the team that successfully attracted Amazon HQ2 to Arlington County, a deal that will bring between 25,000 and 37,850 Amazon jobs to Arlington, stimulate creation of another 75,000 jobs in the Washington region, and generate between $3.2 and $4.8 billion in revenue for the Commonwealth of Virginia.
Under Mr. Hoskins’ leadership, Arlington County also successfully implemented an Innovation Strategy that moved it toward technology and private-sector commercialization. Other successes in Arlington include Nestlé, Grant Thornton, Lidl, MasterCard, Deloitte, PBS and Opower-Oracle.
Previously, Mr. Hoskins worked in private real estate investment on Wall Street. He also served as deputy mayor of economic development for the District of Columbia, during which time he led the turnaround of the District’s economy with projects such as The Wharf and City Center. During his career, his work has resulted in almost 375,000 jobs, and he has led the teams that negotiated more than 700 major business deals resulting in billions of dollars in private investment.
Since he arrived at the FCEDA, Hoskins has received the 2019 Ronald Kirby Award for Collaborative Leadership from the Metropolitan Washington Council of Governments. Virginia Business magazine named him one of the “100 people to meet in 2020,” and the Washington Business Journal included him in its “Power 100 class of 2019.” Previously, the Washington Business Journal recognized him for his role in securing the Amazon and Nestle deals, and the D.C. Building Industry Association recognized him in 2014 and 2013 for leadership in economic development.
He holds a master’s degree in city planning from the Massachusetts Institute of Technology and a bachelor's degree with honors from Dartmouth College.
In her role as Travel & Economic Development sector leader, Sara Garibaldi brings 15 years’ experience gathered at the top PR agencies leading integrated marketing communications campaigns across diverse industries including travel & hospitality (destinations, airlines & hotels), spirits & beverages, financial services, retail & apparel, consumer packaged goods and home & lifestyle clients.
She’s a brand marketer at heart with rich experience in travel & hospitality. She currently oversees a group of talented travel & economic development communications specialists who provide support to Discover Puerto Rico, Invest Puerto Rico, Hertz/dollar/Thrifty, Outdoorsy, San Francisco Travel, Sandals & Beaches Resorts and Choice Hotels, among other leading travel brands. Her former client roster is expansive, spanning airlines and tourism boards. She led the team that drove the successful #CoverTheProgress campaign for Puerto Rico as the destination approached the one-year anniversary of Hurricane Maria.
Sara completed her MBA from NYU's Stern School of Business in Marketing & Finance. In addition to receiving numerous Adrian Awards from the Hospitality Sales and Marketing Association International (HSMAI) for her tourism campaigns, in 2014, she was named one of PR Week's "Top 40 under 40" and won PR Week's 2013 Campaign of the Year. Sara is originally from Buenos Aires, Argentina and is fluent in Spanish.
Bob Ross is the Senior Vice President of Marketing and Communication for the Greater Topeka Partnership.
Before joining the Partnership, Bob had a successful career in corporate retail that spanned 20 years. He served in a variety of leadership roles within Payless ShoeSource and Academy Sports and Outdoors. During that tenure he lead business operations for Payless ShoeSource in their international territories. Overseeing merchandising and marketing strategies for Israel, Peru, Thailand, Vietnam and Australia. Notably his team reversed a negative trend in the Israeli market which enabled the franchise to begin opening new stores and gain greater market share.
Ross has brought his corporate retail background to Topeka, Kansas. In his tenure with the Greater Topeka Partnership he is taking on the challenge of marketing the city as a destination for site selectors, tourists, and those seeking to relocate for work. His organisation has successfully lead a transformation of their downtown core. Over the last five years $100M in new investment has reshaped the historic district and brought new life to the community. This revitalisation allowed Ross and his team to launch the Choose Topeka campaign, which positions the city as a vibrant place for people looking to live, work and play. This campaign went viral in December of 2019 garnering over 5M views globally across media outlets ranging from the New York Times, Univision, and the BBC.
Over the past two decades, Sean Malone has earned a reputation as an entrepreneurial, mission-driven nonprofit CEO. With a diverse background, Sean brings an integrative approach to his work and is committed to the impact he can help his organization achieve. His mission-fit focus leads to fiscal and institutional health, vibrant programs that serve, and the accomplishment of ambitious goals.
Since his move to Raleigh, Sean has led the Conservancy’s transition from a volunteer-run start-up organization to an effective and professional nonprofit – with a bold vision to build a park on par with the greatest urban parks. Working closely with board and community leaders and a growing staff team, Sean has led the Conservancy to the successful completion of the capital campaign for the planning phase of the park. In total, donors gave over $12.5 million toward the goal of $8 million, with gifts ranging from $1 to $1 million. At the same time that they exceeded goals for the current campaign, Sean and the board/staff team were effectively setting the stage for the next capital campaign, which is currently in its “quiet phase.”
Sean has a Masters in Business from the University of Wisconsin–Madison and a BFA in Theatre from the University of Southern California. He was honored to be selected as one of “the 100 top arts/cultural leaders in America and abroad” invited to participate in the inaugural Chief Executive Program through National Arts Strategies, and has earned post-professional certificates from executive programs at the Schools of Business at Harvard University, University of Michigan, and University of Texas–Austin. Aside from his work, Sean enjoys spending too many hours baking bread, listening to NPR podcasts, and pretending that, one day soon, he’ll run his second marathon.
Clare has been a member of the Calgary Municipal Land Corporation team since 2010 – an organization tasked with the revitalization of Calgary’s Rivers District. Together with her team, they have successfully led the rebranding of Calgary's East Village, a 49 acre brownfield site that has attracted more than $3 Billion in private investment, transforming the area into one of the City's most vibrant neighbourhoods.
As VP of Marketing and Communications, Clare leads the corporate communications and public engagement strategies. In addition to the ongoing effort in transforming East Village, she oversees strategic communications in the delivery of the broader Rivers District Master Plan, a 20-year master plan for Calgary’s emerging Culture and Entertainment District, including project communications for the BMO Convention Centre Expansion, 17th Avenue Extension, and new Event Centre.
Colette M. Jones is the Chief Marketing Officer for Destination Cleveland. In this role, she is responsible for working with her amazing team to promote Cleveland as a visitor destination and to support all areas of Destination Cleveland’s work. She oversees brand strategy, market research, media relations, digital marketing and integrated marketing.
In this role Jones led the development and launch of the Cleveland visitor brand along with the launch of the #ThisisCLE local grassroots marketing efforts. In addition, she oversaw the marketing and communications efforts for the Cleveland 2016 Republican National Convention Host Committee. Since joining Destination Cleveland in 2012, not only has visitation increased, but resident recommendation of Cleveland as a place to visit has more than doubled.
Prior to her role at Destination Cleveland, Jones worked for more than 20 years in brand management and sales working for companies such as KeyBank N.A., ConAgra Foods, Inc. and the Wm. Wrigley Jr., Co. Jones is a Marshall Memorial Fellow alumna, holds a Master of Business Administration in Marketing from The Ohio State University and a bachelor’s degree in Education from Miami University in Oxford, OH.
Steven Pedigo is an expert in economic and urban development, city strategy and management, and placemaking. Steven has advised and collaborated with more than 50 cities, universities, developers, nonprofits, and Fortune 500 companies across the globe to build more creative, innovative, and inclusive communities.
Steven is the director of the LBJ Urban Lab Initiative and professor of practice at the LBJ School of Public Affairs at the University of Texas at Austin. He is also a vice president for strategy at Resonance Consultancy. Steven was a clinical professor at the NYU Schack Institute Real Estate.
Steven’s city clients include New York, Jerusalem, Vancouver, Dallas, Washington, D.C., Brisbane, the Yukon, Tulsa, Austin, Portland, Newark, San Diego-Tijuana, Miami, Sao Paulo, Monterrey, Mexico City, and many others. His corporate clients include BMW, Converse, Starwood Hotels, Philips, Cirque du Soleil, Audi, Pinewood Studios, Zappos, EDENS, Kraft, among others.
Steven holds a bachelor’s degree from the University of Texas at Austin and graduate degrees from the H. John Heinz III School for Public Policy and Management at Carnegie Mellon University and the University of Illinois at Urbana-Champaign.
Andrew currently serves as Executive Vice President, Destination Development at Tourism Toronto, where he has worked for 14 years, previously as EVP and Chief Marketing Officer and earlier as Vice President, Communications. In his new role, Andrew leads planning and advocacy for the visitor economy in Toronto, seeking new ways to elevate the visitor experience and forge stronger connections among the businesses of the visitor economy, other business sectors and government partners.
Jeff Miraglia is the architect of the Greater Palm Springs “Find your oasis” brand. He is responsible for expanding the reach of this Southern California destination through innovative and emotional creative strategies and storytelling. By effectively incorporating the brand story for all Greater Palm Springs Convention & Visitors Bureau (CVB) entities, he ensures continuity of message. His work aims to strengthen and express the goals of the Greater Palm Springs CVB and the entire nine-city destination.
Richard Cutting-Miller is a senior Travel & Tourism industry consultant with more than 30 years of international experience, focused on Travel & Tourism strategy, policy and planning, economic and travel trend research, policy analysis, lobbying and advocacy.
As Chief Marketing Officer, Gloria is responsible for the development, management and evolution of Destination Canada's marketing and communications strategy. Gloria works with cross-functional teams to design and develop global marketing strategies that will result in more travellers choosing Canada for their next trip. A proud storyteller for Canada, Gloria’s 20+ years of experience in marketing and communications includes working in tourism, the arts and journalism.
Karyn Gruenberg is senior vice president, partner marketing & strategic alliances at Brand USA, the public-private partnership whose mission is to increase incremental international visitation, spend and market share in order to fuel the nation’s economy and enhance the image of the USA worldwide.
Originally from Newark, NJ, Karin is a 34-year veteran in the hospitality and tourism industry. Ms. Aaron began her career at Continental and United Airlines before spending the next 15 years in hotel management at Hilton Hotels and Resorts, Hyatt Regency and The Ritz Carlton Hotel brand. In 2007 she was hired as National Sales Manager for Visit Loudoun (Virginia) leading the Sports Tourism market before moving on as Director of Sales for Visit Montgomery (Maryland) driving tourism initiatives in convention sales, sports tourism and destination marketing.
Karin returned to Newark in 2016 as President & CEO of the Greater Newark Convention & Visitors Bureau leading a staff of 14 and several volunteers. Under her leadership, Karin opened the City’s first Visitor Information Center to include creating Newark branded merchandise and developing partnerships with local entrepreneurs to carry locally made products. In addition, she launched Newark’s first Official Visitor guide, developed a membership program for restaurant and attractions and developed Newark’s’ first scholarship program for students studying Hospitality and Tourism management. Through her leadership, Karin positioned Newark as the “next best kept secret” to include numerous mentions in several trade magazines, including the front cover of “Three Perfect Days-Newark”, United Airlines’ Hemispheres Magazine, March, 2019.
David Ferreira is the City of Mississauga’s Manager of City Marketing and Planning, and led the City’s rebranding project in 2013. Along with brand promotion and reputation management, David also holds responsibilities for market research, citizen engagement, customer service and business planning.
He holds an MBA from Wilfrid Laurier University and an Undergraduate Degree from the University of Toronto. David is passionate about developing authentic, research driven marketing campaigns, storytelling and place branding.
Will Seccombe is President of Connect Travel, a strategic marketing business that connects destination marketers with the products, services, people and ideas that help them thrive in a rapidly evolving and highly competitive global marketplace. Connect Travel hosts and produces travel industry events including Connect Travel Marketplace, Connect Tour, the Marketing Leadership Summit, the eTourism Summit, the Connect THRIVE Summit, the RTO Summits and Active America China.
Prior to joining the tourism marketing company in May 2017, Seccombe served four years as President and Chief Executive Officer for VISIT FLORIDA, the state’s destination marketing organization. Will joined VISIT FLORIDA in March 2008 as Chief Marketing Officer. International and out-of-state visitors to the Sunshine State increased from 80 million in 2009 to over 112 million in 2016, with an associated annual increase in visitor spending of over $30 billion.
Will’s career began as regional sales manager with Vail Associates in 1989. He moved on to Loveland Ski Areas in 1992 as director of marketing, vice president of marketing for the Denver Metro Convention & Visitors Bureau in 1995 and vice president and chief operating officer with PRACO, LTD in 1999. In 2004, Seccombe founded Revolution Communications, LLC, a digital travel marketing firm.
Mr. Seccombe was named one of the Top 25 Most Extraordinary Minds in Sales & Marketing by HSMAI, Top 50 Global Marketers in Travel by Skift and the 2014 Hospitality Legend of the Year by the South Florida HSMAI.