Program At A Glance

Tourism VernonTOTA Annual General Meeting & Tourism Summit
November 23-24, 2016 — Predator Ridge, Vernon

The Sharing Economy

*Program times are subject to change*

Wednesday November 23, 2016

10:00am–7:30pm Registration Desk Open
11:00am–2:30pm TOTA Board Meeting
2:30pm–close Silent Auction

Bryan Pilbeam

Marsha Walden, CEO, Raising Our Game

TOTA Annual General Meeting Session—Everyone Welcome

3:00–3:45pm TOTA AGM

Come to the Annual General Meeting to hear the latest your Regional Tourism Association is undertaking on your behalf. The newly elected directors of TOTA will be announced.

4:00-6:00 pm Destination BC Presentation—Marsha Walden, CEO, Raising Our Game

Tourism marketing the world-over is experiencing dramatic shifts. To stay relevant, BC’s tourism industry will need to rethink how it manages and leverages its marketing assets and relationships. Join Destination BC for insightful sessions on how they are evolving their strategies in an ever changing digital landscape, their plans for 2017, and industry development programs in partnership with the Thompson Okanagan Tourism Association, to address these shifts.

5:30pm Sponsor Showcase begins
6:00pm Summit Opens — Registered Delegates Only

Tourism Vernon

Opening Reception, co-hosted by Tourism Vernon and Black Press, no host bar
6:00pm-close TOTA Lounge Open
7:30pm to Closing Host Reception Ends — no host bar, networking on own

Thursday November 24, 2016

7:30am–4:00pm Silent Auction
7:30am–5:00pm Registration Desk Open / TOTA Lounge / Sponsor Showcase
7:45am–8:30am Breakfast — Networking
8:40am–9:00am Welcome & Opening Remarks
Opening Prayer & Okanagan Song

Keynote speaker Mike Tyler

Keynote Speaker — Mike Tyler, CEO, War Room Inc — Mobile Moments: How to be there and be useful for travellers

Mobile Moments occur when people reflexively turn to a device to act on a need to learn something, do something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. Your goal as a travel industry business is to serve your customers in these moments, or watch while someone else does.

I am going to show you how mobile moments are reshaping the travel customer journey, from intent, to planning, booking, visitation, and finally, post-trip advocacy. You will learn about the mobile moment trends, examples of how travel companies are capitalising on the mobile moment and actionable ideas on how you can identify and act on the mobile moments that fit your business.



Speaker: Angela Nagy, Green Tourism — What You Don’t Know About Green Tourism May Hurt You

The way many business owners market and look at their business is changing. This presentation explores the driving forces behind Marketing 3.0, and how tourism businesses can shift their practices to capture the hearts and mind of their potential guests, while saving thousands of dollars. We’ll then take a peak at how Green Tourism Canada can help you to focus on each of these fronts.

10:15am–10:30am Networking Refreshment Break / Silent Auction / Sponsor Showcase

Gary Stephen Ross - Destination BC

Speaker: Gary Ross, Director, Global Content, Destination BC — A New Approach to Content Marketing

Gary Ross will outline Destination BC’s evolving approach to content marketing, or brand journalism. He will suggest ways that regions and businesses can develop and submit content that Destination BC can amplify, and he’ll offer tips from his “Ross Rules” presentation aimed at helping everyone communicate more effectively.


Speaker: Sponsor Message from Kelowna International Airport


Glenn Mandziuk

Speaker: Glenn Mandziuk, President & CEO, TOTA — Our Way Forward — Digital, Social, Content, and the Human Connection

Glenn will outline Thompson Okanagan Tourism’s evolving approach to crafting consumer, trade, and media marketing more effectively in the digital age and fostering product development activities that build Remarkable Experiences. The connection with the Region’s long-term tourism development strategy entitled Embracing our Potential will be made.


Speaker: Sponsor Message from Mobilize Jobs

12:15pm–1:15pm LUNCH — Networking
12:15pm–1:15pm TOTA Board Meeting — to elect the Executive


The Winning Pitch

BC’s tourism industry is booming and to support the growing number of visitors we need new, innovative tourism products to increase the competitiveness of the Thompson Okanagan region as a visitor destination. Join a panel of investors as aspiring British Columbian entrepreneurs pitch a tourism business idea in hopes of securing financial support and business partnerships.

Who will have the winning pitch? The panel of investors are looking to you to help them make a sound business decision.



Speaker: Arlene Keis, CEO, go2HR — An Update on Regional HR Initiatives

Arlene will provide an update on the TOTA/go2HR pilot partnership that was announced at the 2015 TOTA Summit, introduce Ginger Brunner, Regional HR Specialist, and share results from the Thompson Okanagan Peak Season Staffing Survey that was conducted this summer.

2:45pm–3:05pm Networking Refreshment Break / Silent Auction / Sponsor Showcase

Speaker: Sponsor Message from TELUS


Jason Dunkel, Environics Analytics

Speaker: Jason Dunkel, Environics Analytics — New Market Research and How You Can Benefit

Learn how to use the demographic and lifestyle data to optimize your marketing investments. New for 2016 is data insights for Ontario and the US. Key market focus will be on BC, Alberta, Ontario and Washington and California. We will take a deep dive into who lives in these markets and how to best connect with the people there. In addition, big picture questions will be addressed such as “what makes Canadians and Americans different?” and “how we can expect each country to change in the future”. The session will conclude with an interactive component where these insights can be put to work.”

4:00pm Silent Auction closes

Speaker: Sponsor Message from SW Audio + Visual


Brenda Baptiste - closing speaker

Closing Speaker: Brenda Baptiste, Chair, Aboriginal Tourism BC & Will Harding, Director of Marketing and Sales, Aboriginal Tourism BC — More than ever people are looking for connections through Memorable Experiences — Memorable Moments

At the root of engaging connections is storytelling. We have the common thread of weaving and aligning positive experiences that not only engage but transform the visitors. The power in storytelling is foundational in First Nations oral traditions through stories that connect the people, cultures and the land.

The Thompson Okanagan region story is brought to life when we are creating enduring relationships and personal connections on all levels. From business to business to community to visitors; the emotional connections are what drive innovation, growth and an overall great brand.

4:45pm–5:00pm Board Announcement / Closing Remarks / Grand Prize Draw
5:00pm Sponsor Showcase closes / Event ends