2014 North Carolina

GOVERNORS CONFERENCE

on Tourism

March 2-4, 2014

Westin Hotel

Charlotte, NC

2014 North Carolina

GOVERnORS COnFEREncE On TOURISM
Presented by the North Carolina Division of Tourism, Film and Sports Development (NCDTFSD)

Conference Agenda

10 Westin Hotel Floor Plan 11 Speakers Biographies 14 2014 Winners Circle Award Recipients 19 Conference Sponsors 20 2014 Tourism Education Foundation of NC Silent Auction 21 Division Staff
Follow us @NCTourism #NCGC14
Program sponsored and published by Journal Communications Inc.

Conference Agenda

Sunday, March 2
11:00 a.m.-7:00 p.m.
Registration Open Promenade

12:30-4:00 p.m.
Tourism Research Symposium Independence The Center for Sustainability at East Carolina University and the NC Division of Tourism are partnering to offer a pre-conference symposium featuring academics and practitioners to discuss partnerships in tourism research. The aim of this event is to bring academics and practitioners together to increase familiarity with their respective roles and further developing tourism research agendas, as well as to seek out opportunities for collaboration. The symposium will feature speakers from both academia and industry and will include a number of presentations on applied research projects from across the state. Topics include the role of research in destination marketing, the relationship of weather to attendance at tourism venues and events, and the balance of economic stability and community quality of life as it relates to tourism and sustainability. This event will also feature a panel discussion to explore the respective needs and resources of academic researchers and practitioners, in terms of communication, allocation of funding and respective expectations of applied research.
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This pre-conference event will be of particular value to destination managers who would like to increase their research capacity as well as researchers who would like to work more closely with industry and community partners. Presented by the Center for Sustainability, East Carolina University and the NCDTFSD

3:00-3:50 p.m.
5,000 Tourism Professionals Needed North Carolina Is Hiring Harris The 196,100 jobs created by travelers to North Carolina represent 6.2 percent of the states total non-farm employment. With a growing tourism economy, where do we nd the workforce to service these new visitors? This session takes a look at employment demand and workforce resources. NCTIA also reveals an inspirational list of North Carolinas most inuential tourism leaders and how they got their start.

4:00-5:00 p.m.
Division Co-op Presentation Harris Join the Division and its marketing partner agencies, LGA and DCI, to preview the cooperative marketing opportunities planned for 2014-15. Learn about the available programs and how to extend your limited marketing dollars in collaboration with the Division. There will be time to follow up with Division staff, agencies and media partners for more details.

6:30-8:30 p.m.
Opening Reception NASCAR Hall of Fame Join us for an evening at the NASCAR Hall of Fame, where well kick off the Governors Conference in high-octane style. Well network with colleagues and enjoy Carolina cuisine in an unforgettable setting that represents the past, present and future of NASCAR. Guests will have time to explore the facility, from the new Glory Road featuring 18 historic stock cars spanning six generations of the sport, to engaging memorabilia and interactive technology. Youll also have time to hit the fast lane with racing simulators that mirror speedways from across the country, and train for the fastest 13 seconds in sports with the Pit Crew Challenge. Hosted by the Charlotte Regional Visitors Authority

8:30-9:30 a.m.
2014 The Path Ahead Ballroom C&D Collaboration and partnership are cornerstones of North Carolinas success in positioning the state as a preferred destination for travel, sports and lm. Secretary of Commerce Sharon Decker will share an update on the transition of North Carolinas marketing efforts to the new public-private partnership. Learn more about this new initiative to help North Carolina battle more effectively in an increasingly competitive marketplace.

9:30-10:30 a.m.
Tourism for the 21st Century Roger Brooks Roger Brooks International Ballroom C&D Everything has changed over the past few years, and the old models are changing to an entirely new and exciting reality. This incredible presentation showcases the power of tourism and the 13 things attendees can do today to get a jump start on this new marketing and product development frontier including: How to tap into multigenerational travel the new hot wave Attracting boomers during the shoulder seasons How to court the millennials and watch the boomers follow The future of visitor information centers you need to be all in or all out Evolution of the traditional DMO
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Monday, March 3
6:45 a.m.-5:30 p.m.
Registration Open Promenade

7:15-8:15 a.m.
Breakfast with Exhibitors Ballroom A&B Promenade Enjoy a heavy continental breakfast while networking and visiting our sponsors.

Conference Agenda
How to tap into the new age of personalized travel How to get noticed without spending a fortune Sponsored by UNC-TV

12:00 Noon-1:15 p.m.

Winners Circle Luncheon Ballroom C&D Celebrate industry achievements with the presentation of the annual Tourism Winners Circle Awards. These awards recognize communities, organizations, events and people that have enhanced the North Carolina tourism industry. Sponsored by ON Event Services

10:45-11:45 a.m.
Trade Show & Break with Exhibitors Ballroom A&B Promenade Enjoy refreshments and one-onone discussions with the valued exhibitor partners whose sponsorship makes our Governors Conference possible. Learn about new and varied opportunities to share your story with avid travelers from representatives of leading print, digital and broadcast media, and other marketers who help make North Carolinas travel industry successful. Sponsored by Hoffman Media

1:30-3:50 p.m.
VisitNC.com Extranet Refresher Morehead For industry partners responsible for maintaining events and listings in VisitNC.coms extranet database, stop in for one-on-one help with Division staff and to discuss the newest version of the systems back-end. Hear tips on creating compelling descriptions and learn how to maximize and improve the quality of your listings on VisitNC. Consultations available on rstcome, rst-served basis. Kathy Prickett, NCDTFSD Nicolle Jones, NCDTFSD

10:45-11:45 a.m.
VisitNC.com Extranet Refresher Morehead For industry partners responsible for maintaining events and listings in VisitNC.coms extranet database, stop in for one-on-one help with Division staff and to discuss the newest version of the systems back-end. Hear tips on creating compelling descriptions and learn how to maximize and improve the quality of your listings on VisitNC. Consultations available on rstcome, rst-served basis. Kathy Prickett, NCDTFSD Nicolle Jones, NCDTFSD
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1:30-2:30 p.m. (concurrent sessions)

Things You Can Do Today To Make a Difference Tomorrow Harris Get dozens of tips and tricks, including inexpensive marketing and community-improvement actions you can implement

immediately to increase local spending, attract visitors, extend their stays and increase sales. Using case histories, advertising examples and many photos, learn how merchants have doubled their sales for just pennies; tricks that will pull customers into your stores and communities; and ways to get everyone on the same page and pulling in the same direction. This is a must-see for local businesses, downtown organizations, city leaders, chambers of commerce, tourism and economic development offices, and elected officials. Roger Brooks, Roger Brooks International What Does Film Do for Your Community? Trade North Carolina continues to make a name for itself in the lm and television industry. Last years productions are estimated to have spent more than $254 million across the state, while creating more than 25,000 job opportunities. This panel discussion will highlight the true economic impact of the states lm industry and how your community might ready itself should a production come calling. Moderator: Aaron Syrett, NCDTFSD Panelists: Dr. Rob Handeld, Poole School of Management at North Carolina State University; Evelyn Chan, Banshee

On the Media: Insights Into the Needs of Todays Journalists Tryon An expert panel of travel and lifestyle media will offer insight into how best to meet the needs of todays journalists. Our panelists will offer tips on story angles, supporting materials, communicating with editors, as well as key story themes for 2014. Bring your most burning questions for the experts! Moderator: Karyl Leigh Barnes, DCI Panelists: Deborah Holt Noel, UNC-TV; Scott Mason, WRAL-TV; Erin Street, Southern Living; Dave Mezz, Garden & Gun People First Tourism Sharon Tourists are seeking genuine experiences in the places they explore at a growing pace. They want their travel funds to stay local and be benecial; moreover, it makes them feel it was money well spent and, at times, that they made a small difference in the host community. Destination marketing organizations want to collaborate with local visitor-related businesses that can enrich the tourism offerings of their region; however, there are seldom mechanisms for the often informal sector to participate in the tourism marketplace in a legitimate and dignied manner. Many locals have rich lives, knowledge and skills to share with visitors, but they are unsure how to interact with this industry. They often are unaware
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Conference Agenda
that outsiders might be interested in their talents and that they could capitalize on that market opportunity to pursue much-needed income and showcase their communities and heritage. This session will give an overview of People First Tourism (www.peoplersttourism.com), a Web marketplace for underresourced entrepreneurs to market genuine experiences to visitors. This session highlights cases of microentrepreneurs from networks located across the state and will elaborate on how interested partners can benet from and contribute to the venture. Moderator: Andr Nabors, NCDTFSD Panelists: Duarte Morais Ph.D., North Carolina State University; Neha Shah, Pittsboro-Siler City CVB and which are just fads? This session focuses on how best to leverage emerging technology opportunities to reach and inuence prospective visitors. A panel of industry leaders will discuss the latest case studies on mobile advertising and real-time digital marketing with location-based results. Moderator: Wit Tuttell, NCDTFSD Panelists: Cree Lawson, Arrivalist; Scott Schult, Myrtle Beach CVB Who Are Your Visitors? Tryon Why do they visit? Where do they come from? How do you answer these questions about your destination? This research session will provide data from the North Carolina Visitor Prole and ECUs Rural Visitor Study Project. Learn how you can glean information from these studies to better understand your own visitors. Moderator: Marlise Taylor Panelists: John Packer, TNS Travels America; Alex Naar, Center for Sustainability at East Carolina University International Marketing?! Thats Not for Me. YES, It Is! Find Out How. Sharon Is international visitation a possibility for your destination? Yes! Ja! Oui! Si! lnternational visitors are a growth market, spending three times as much as a domestic visitor and staying an average of six days.

2:30-2:50 p.m.
Break with Exhibitors Ballroom A&B Promenade Sponsored by Journal Communications Inc.

2:50-3:50 p.m. (concurrent sessions)

Mobile Marketing: Can They Hear Me Now? Harris Technology is constantly changing the way visitors research and plan their vacations, and also the way destinations can market to potential visitors. But which new technologies are game-changers
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International visitors want to see real America, and North Carolina is a place for international travelers to make these deeper connections. From large destinations to quaint villages, you have something to offer. Grow international travel by learning how to successfully promote your area and get your partners involved. Moderator: Heidi Walters, NCDTFSD Panelists: Charmaine Singh, Connect Worldwide Canada; Doug Kellogg, Tour Mappers; Jody Hanson, Travel & Tourism Marketing Ltd. Lightning Round: Regional and National Media Roundtable Ballroom C&D This session will allow destination and attraction representatives to interact face-to-face with top regional and national media. Participants will pitch specic story ideas to participating media, so come prepared with your most innovative angles, but make it lightning quick! Moderator: Maureen Haley, DCI Panelists: Elizabeth Hudson, Our State Magazine; Scott Mason, WRAL-TV; Diane Daniel, Freelance; Angela Daley, Go Magazine (AAA); David Hardy, UNC-TV; Erin Street, Southern Living

4:10-5:10 p.m. (concurrent sessions)

Mobile Marketing: Can They Hear Me Now? (repeat session) Harris Technology is constantly changing the way visitors research and plan their vacations, and also the way destinations can market to potential visitors. But which new technologies are game-changers and which are just fads? This session focuses on how best to leverage emerging technology opportunities to reach and inuence prospective visitors. A panel of industry leaders will discuss the latest case studies on mobile advertising and real-time digital marketing with location-based results. Moderator: Wit Tuttell, NCDTFSD Panelists: Cree Lawson, Arrivalist; Scott Schult, Myrtle Beach CVB Sports Events Big and Small: How Your Community Can Win! Trade Recruiting and hosting sports events is a topic every community deals with throughout the year. What does it take to accomplish this successfully? From mega events, like the U.S. Open, to weekend youth tournaments throughout the state and all sports events in between, each has similarities and differences important to consider when hosting. Sports-related travel generates an estimated 47 million room nights annually, so it is a denite economic generator for communities. Learn
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3:50-4:10 p.m.
Break with Exhibitors Ballroom A&B Promenade Sponsored by Journal Communications Inc.

Conference Agenda
important aspects of hosting events, including event services, lodging, ticket sales, marketing, social media and community support from communities of various sizes. Get helpful ideas, plus pose your own questions to our panelists. Moderator: Kristi Driver, NCDTFSD Panelists: Caleb Miles, Pinehurst, Southern Pines, Aberdeen Area CVB; Lorrie Love, Outer Banks Visitors Bureau; Ben VanCamp, Asheville-Buncombe Regional Sports Commission Addressing Challenges and Opportunities in Cultural Heritage Tourism Tryon As the tourism industry becomes more competitive, Tourism Development and Cultural Heritage Tourism planning processes have evolved to ensure initial success then long-term sustainability. Learn about new development trends, pitfalls to avoid and proven planning processes to help navigate from the idea phase into implementation. Moderator: Andr Nabors, NCDTFSD Panelists: Cheryl M. Hargrove, Hargrove International Lightning Round: Regional and National Media Roundtable (repeat session) Ballroom C&D This session will allow destination and attraction representatives to interact face-to-face with top
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regional and national media. Participants will pitch specic story ideas to participating media, so come prepared with your most innovative angles, but make it lightning quick! Moderator: Maureen Haley, DCI Panelists: Elizabeth Hudson, Our State Magazine; Scott Mason, WRAL-TV; Diane Daniel, Freelance; Angela Daley, Go Magazine (AAA); David Hardy, UNC-TV; Dave Mezz, Garden & Gun Evening Free To Explore Charlotte Charlottes dining options are practically endless and all kinds of deliciousness. Restaurants offer a surprisingly diverse mix of cuisine. Feast on barbecue or farm-to-table fare. Savor international cuisine or interesting twists on American classics. For restaurant recommendations, please visit the Charlotte Regional Visitors Authoritys microsite at www.charlottesgotalot.com/ ncgovconf.

Tuesday, March 4
7:15 a.m.
Registration Open Promenade

7:45-8:45 a.m.
Preview Breakfast: 2015 NC Governors Conference Ballroom A&B Promenade

Next on the Tee: Pinehurst Resort As excitement builds for the rst ever back-to-back U.S. Open Championships (2014 mens and womens), learn more from local tourism leaders about these amazing events just three months away. More than 450,000 will be in attendance over the two weeks, and an international audience will follow every swing and putt. What a great lead up to the 2015 NC Governors Conference, and while there wont be as many people in attendance, the event will be no less important. New direction and programs will be revealed to ensure a strong and prosperous tourism industry for the future. You wont want to miss this preview, and as a bonus, one lucky attendee will receive two tickets to the U.S. Open and enjoy corporate hospitality while in Pinehurst! Enjoy a heavy continental breakfast while networking and visiting conference sponsors. Sponsored by Pinehurst Resort & Pinehurst, Southern Pines, Aberdeen Area CVB

Frazier won the National Book Award for Fiction in 1997 for Cold Mountain. His latest book, Nightwoods, takes place in the 20th century, but is still set in the Appalachian Mountains of North Carolina. Fraziers perspective on telling stories to share North Carolinas culture and heritage parallels the work of the states tourism professionals and is sure to inspire new insights. Interviewed by Deborah Holt Noel, UNC-TV

10:30-11:00 a.m.
Break with Exhibitors Ballroom A&B Promenade

11:00 a.m.-12:00 Noon

Division Update Ballroom C&D Dont miss the Divisions preview of exciting new marketing initiatives for 2014-15. Learn when, where and how your organization will benet from the Divisions commitment to connecting and attracting domestic and international audiences to more of North Carolinas distinctive and appealing stories.

9:00-10:30 a.m.
Keynote: The Art of Storytelling with Charles Frazier Ballroom C&D Dont miss best-selling author Charles Frazier discuss the craft of storytelling. Born in Asheville, Frazier published his rst novel, Cold Mountain, in 1997. The work is rich in the culture and sensibilities of the North Carolina mountains and is based on local history and stories handed down by Fraziers father.

Westin Hotel Floor Plan

guest room elevators

Registration

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Speakers Biographies

Secretary Sharon Allred Decker

Sharon Allred Decker was appointed Secretary of Commerce by Gov. Pat McCrory in January 2013. She brings more than 30 years of experience in business and commerce to the position. After graduating summa cum laude from the University of North Carolina at Greensboro, Decker spent more than 17 years with Duke Power Co., now Duke Energy Progress. She began with the company in consumer services and moved rapidly through the ranks to become the youngest and rst female Vice President in Duke Powers history. Her work at Duke Power led to the creation of its 24-hour customer service center, an organization that still serves as a model for the industry. Decker left Duke Power as Chief Communications Officer to become the founding President of The Lynnwood Foundation, which was created to restore the Duke Mansion in Charlotte as a conference center, and to begin the William States Lee Leadership Institute. While at Lynnwood in 1998, she also served as the chair of the Charlotte Chamber and was named Charlotte Woman of the Year. She moved to Rutherfordton in 1999 to serve as President of the Doncaster division of Tanner Cos. In 2004, she created and served as

the CEO of the Tapestry Group, a nonprot that helps individuals lead healthy lives in body, mind and spirit. Decker is wife to her husband, Bob, a mother of four, a lay pastor in the Presbyterian Church (USA) and a student at the Christopher White School of Divinity, completing her Master of Divinity degree with a concentration in Spiritual Formation. She completed an internship two years ago as Director of Graduate Ministries for the Center for Christian Study in Charlottesville, Va., where she served as chaplain to students at the Darden School of Business and the UVA School of Law. She remains a member of the board of the Center for Christian Study. Decker has served on the boards of three Fortune 500 companies.

Wit Tuttell
Wit Tuttell is the Executive Director of the North Carolina Division of Tourism, Film and Sports Development. In addition to leadership and strategic planning for all the Division of Tourism efforts, he also oversees the day-to-day operations. He develops and implements high-quality marketing programs positioning North Carolina as a premier travel destination and oversees the day-to-day work of the Divisions
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Speakers Biographies
advertising agency. Tuttell has more than 20 years of experience in the tourism industry, including serving as the Public Relations Director for the St. Petersburg/Clearwater Area Convention & Visitors Bureau. He also was manager for international and trade publicity at Universal Studios Florida and worked in the Public Relations department for the Orlando/Orange County Convention & Visitors Bureau. He was also a reporter for the Anchorage Times in Alaska. Tuttell has a journalism degree from the University of Florida, is a member of the Society of American Travel Writers and the Public Relations Society of America. He also serves on the board for Travel South USA and the U.S. Travel Association. As CEO of Roger Brooks International, Brooks has assisted more than 1,000 communities over the past 30 years in their quest to become outstanding destinations for residents, businesses and visitors. Author of the book Your Town: A Destination The 25 Immutable Rules of Successful Tourism, Brooks provides communities with bottom-line solutions and fresh ideas that can be implemented today to make a difference tomorrow. Brooks insights and experience provide an incredible wealth of content for each of his presentations. He has been the top-rated keynote speaker at just about every conference where he has spoken for the past decade. His dynamic, enthusiastic style leaves audiences excited and energized, ready to take what theyve learned and apply it immediately.

Roger Brooks
Ralph Waldo Emerson once said, Nothing great was ever achieved without enthusiasm. Roger Brooks lives by this motto. One of the worlds most soughtafter experts in place branding and marketing, tourism and economic development, Brooks energizes audiences with exceptional content using humor, stories and examples, rules and ingredients that inspire audiences to achieve incredible success.
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Charles Frazier
Born in Asheville, Charles Frazier grew up not far from the mountain he immortalized in Cold Mountain. Cold Mountain is rich in the culture and sensibilities of the North Carolina mountains and is based on local history and Civil War-era stories handed down by Fraziers father.

Frazier had been teaching university-level literature part-time when he rst became spellbound by the story of his great-great uncle, William Pinkney Inman. Inman was a Confederate soldier during the Civil War who took a harrowing foot journey from the ravaged battleelds back to his home in the mountains of North Carolina. The specics of Inmans history were sketchy, indeed, but Fraziers father spun his tale with such enticing drama that Frazier began lling in the gaps himself. Bits of the life of Fraziers grandfather, who also fought in the Civil War, helped esh out the journey of William Pinkney Inman. Much to his disbelief, Fraziers rst novel went on to become the smash sensation of the late 90s. Winning countless laudatory reviews from publications

throughout the nation, Cold Mountain became a must-read commercial smash. The novel ultimately won the coveted National Book Award for Fiction in 1997 and was adapted into an Oscar-winning motion picture starring Jude Law, Nicole Kidman and Best Supporting Actress Renee Zellweger. Fraziers latest book, Nightwoods, takes place in the 20th century, although the setting is still the Appalachian Mountains of North Carolina. Frazier graduated from the University of North Carolina in 1973. He earned an M.A. from Appalachian State University in the mid 1970s and received his Ph.D. in English from the University of South Carolina in 1986. He currently raises horses on a farm near Raleigh, where he lives with his wife, Katherine, who teaches accounting, and their daughter Annie.

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2014 Winners Circle Award Recipients

2014

Richard Petty
Richard Petty Motorsports Known simply as The King, NASCAR Hall of Famer Richard Petty is the most decorated driver in the history of NASCAR racing, winning a record number 200 career races and seven NASCAR Cup championships. One would think that after 1,184 races spanning three decades, The King would bow out and retire quietly. Petty, however, had other things in mind. Today, he spends much of his time overseeing the operations of Richard Petty Motorsports, a three-car team competing in NASCARs highest levels. In addition to his racing operations, Petty donated 84 acres of his own land for the formation of Victory Junction Gang Camp, giving chronically ill children the chance to engage in life-changing camping experiences in a safe and medically
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sound environment. The camp honors Pettys grandson, Adam, who died in a racing accident. Petty is still extremely active at the camp, which was founded in 2004 by Kyle and Pattie Petty. Off the track, Pettys legacy continues to be that of an American icon. There is no other driver in NASCARs history to have made more of an impact on the sport than the Level Cross, N.C., native. One of ve inaugural members of the NASCAR Hall of Fame, Petty has been elected in the National Motorsports Press Association Hall of Fame, International Motorsports Hall of Fame, North Carolina Auto Racing Hall of Fame and the North Carolina Athletic Hall of Fame. He also serves as chairman of the North Carolina Motorsports Association. Pettys NASCAR history, his race shop and museum, and his unwavering support of tourism in Randolph County mark the signicance of his contributions to tourism in North Carolina.

Horace Holden
Nantahala Outdoor Center Originally from Atlanta, Horace Holden was a star swimming and track-and-eld athlete at Emory University. He came to North Carolina during his college summers to run the popular Fritz Orr Club-Camp pool, and then moved on to supervise the lake and canoeing activities at Camp Merrie-Woode in 1955. Holden also enjoyed formative experiences at other North Carolina summer camps, learning water safety from future International Whitewater Hall of Fame inductee Ramone Eaton at Camp Carolina in Brevard and running the water programs at Camp High Rocks in Cedar Mountain. These experiences eventually led Holden into the camp business himself. After graduate studies in theology, Holden and his family returned to Atlanta and started the Chattahoochee Camp School in 1958, purchasing 130 acres on the Chattahoochee River in Roswell, Ga. Holden also opened Wilderness Outtters in Atlanta, and in 1971, he purchased the Tote N Tarry motel/ restaurant/service station the future site of Nantahala Outdoor Center. Holden had become familiar with the property on the banks of the Nantahala River through events and trips with the Georgia Canoeing Association, which he co-founded to offer paddling instruction,

promote river safety and host races. Holden knew the timing of the purchase was promising, with the major studio lm Deliverance scheduled for release the following year. But the smash success of the lm and the inclusion of whitewater paddling in the 1972 Olympics gave paddling and the new NOC a tremendous kickstart. The business took on a life of its own, beginning the meteoric ascent to the $20-million-a-year enterprise it is today. All four of Holdens children have worked at NOC, and Holdens son, Horace Holden Jr., represented the United States in the 1996 Olympic canoe/kayak events on the Ocoee River in Tennessee.

Payson Kennedy
Nantahala Outdoor Center Born in Atlanta, Payson Kennedy graduated from Emory in 1954 with a degree in philosophy. Then he and his wife, Aurelia, embarked on a series of moves while he served in the United States Armys Counterintelligence Corps in the Pacic Northwest, taught school in Virginia and earned an M.S. in Library Science in Illinois. All the while, the Kennedys had four children, and the growing family spent time exploring area rivers. After returning to Atlanta in 1964 for a position in the Georgia Tech library, Kennedy joined the Georgia
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2014 Winners Circle Award Recipients

Canoeing Association, a paddling club that organized trips, taught skills and safety, and organized paddling races. Through the GCA, Kennedy reunited with his childhood friend, Horace Holden, who recruited the Kennedys to spend the summer of 1972 managing a new outdoor center at the takeout of the Nantahala River. The Kennedys were fascinated by the promise of an alternative lifestyle by the river, so Payson quit his tenured job at Georgia Tech, sold the house, and he and Aurelia moved with four teenage children to North Carolina to run Nantahala Outdoor Center full time, year round. While working at NOC, Kennedy developed into a world-class competitive paddler, winning six national championships and competing as far away as Siberia. Kennedys love of competition coincided with his personal philosophy that work and recreational tasks can completely engage the mind and body. Known popularly as the ow state, Kennedy encouraged employees to achieve this state of total focus on the work at hand and to become totally absorbed by it whether it be guiding a river trip, performing administrative tasks in the office or preparing and serving a meal. Kennedy observed that the chaos of whitewater rapids often created ow experiences for guides and guests alike, and he built these experiences into the companys basic value proposition. This kind of visionary leadership quickly led NOC to the forefront of the nations outdoor industry and, over time, the enterprise has produced more than 20 Olympic athletes and inspired an entire generation of outdoor adventurers. Kennedys lifetime contributions to whitewater paddling earned him a spot in the rst class of the International Whitewater Hall of Fame in 2005.

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Aurelia Kennedy
Nantahala Outdoor Center An Atlanta native, Aurelia Kennedy rst came to North Carolina in the early 1950s to work at Camp MerrieWoode in Sapphire. While there, Kennedy became one of the rst women to canoe modern-day Nantahala Falls, making her the rst of Nantahala Outdoor Centers three founders to run the famous rapid. After that summer, she married Payson Kennedy and started a family. The couple eventually returned to Atlanta, where she nished her degree at Georgia State University. She also helped start a nursery school called Atlanta Cooperative Preschool and taught rst grade at a newly integrated downtown school. Notably, Kennedy lost her post as a scout leader after accepting two black scouts into her Sandy Springs troop. In the late 1960s, just before the founding of NOC, Kennedy started paddling frequently with Payson and his friends. The entire Kennedy family started going to canoe races all over the Southeast and, eventually, Payson and Aurelia won multiple national championships as a tandem canoe team. In 1971, childhood friend and fellow Georgia Canoeing Association member Horace Holden purchased the Tote n Tarry motel/restaurant/service station alongside the Nantahala River and asked Payson and Aurelia

to help run the business in the summer. Kennedy immediately focused on the restaurant that eventually became the iconic Rivers End Restaurant and did guided trips on the Nantahala and the Class V Chattooga River. Kennedys legacy at NOC is her focus on the NOC staff community, and the businesss relations with its Nantahala Gorge neighbors that Kennedy set out to befriend and learn from. At NOC, she specically tried to build a community of likeminded people, who had the same values and who wanted to share their values and lifestyle with the guests they taught to paddle and took on rafting trips. This commitment to the outdoor lifestyle and to the products and services offered food and adventures gave NOC the credibility to become something beyond a rafting tour operator. Instead, NOC grew into a center of competitive development, a hub for multisport outdoor pursuits and a career option for those who loved the outdoors.

Ron Kimble
Charlotte Deputy City Manager As deputy city manager for the city of Charlotte, Ronald R. Kimble is responsible for economic development, redevelopment, hospitality and tourism, and intergovernmental relations for the city. He has led
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2014 Winners Circle Award Recipients

initiatives including the Panthers Stadium Project, NASCAR Hall of Fame, the Levine Center for the Arts, AAA Baseball and U.S. National Whitewater Center, as well as the Metropolitan, NC Music Factory and Mosaic Village. Kimble is the lead staff member for two city council committees the economic development and governmental affairs committees. Kimble also serves as the staff liaison to the privatization and competition advisory committee, a councilappointed citizens group charged with evaluation of privatization opportunities for the city. Kimble joined the city of Charlotte in 2000 from Greenville, N.C., where he served as city manager for 10 years. Prior to his appointment as Greenvilles city manager, he also served the city of Greenville as assistant city manager and nance director. Prior to his tenure in government posts in North Carolina, Kimble was assistant director of nance in his hometown of Galesburg, Ill., for nine years. He received his bachelors degrees in Accounting and Business Administration from the University of Kansas in Lawrence. He also is a graduate of the Senior Executive Leadership Institute Program through the University of Virginia in Charlottesville. Kimble is a member of the International City/County Management Association and the North Carolina City and County Management Association. He is immediate past president of the Charlotte Rotary Club and past president of the Greenville Noon Rotary. He is chair-elect for the Charlotte District Council of the Urban Land Institute. He is past state vice president of the NC Government Finance Officers Association. He is past Volunteer of the Year of the Pitt County United Way, and has been active with leadership giving in both Pitt County and Central Carolinas United Ways. He lives in Charlotte with his wife, Jan, and has one daughter, Jamie (deceased).
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Conference Sponsors The Division would like to recognize the following sponsors, whose contributions make this conference possible. We encourage you to take a moment and visit these important partners in Grand Ballroom A&B and the Promenade to thank them for their support and hospitality.

Platinum Sponsors
Charlotte Regional Visitors Authority (CRVA) ON Event Services

Garden & Gun HomeAway, Inc. iTek Graphics ITI Marketing, Inc. Keep My Planet Green Leisure Media 360 The Local Palate Madden Media Meredith Travel Group/ Navigate Media NC Department of Cultural Resources NC Sports Association NC Travel & Tourism Coalition NCC Media The News & Observer Outpost Design prototype: tourism Rhyme & Reason Design, LLC Sea Scape Properties Travel & Adventure Show US Airways Magazine/ Pace Communications

Diamond Sponsors
Journal Communications Inc. Luquire George Andrews (LGA) Pinehurst Resort Pinehurst, Southern Pines, Aberdeen Area CVB UNC-TV

Gold Sponsors
Time Inc.

Silver Sponsors
Hearst Womens Travel Group Hoffman Media Parade Media Group TripAdvisor The Westin Charlotte

Bronze Sponsors
AAA Amtrak Atlanta Magazine/ Emmis Publishing Blue Ridge Outdoors Carolina Publishing Associates EverWondr Network

Friends
Endless Vacation Hearst Digital Media Ideal-LIVING Magazine Outside Magazine Turner Digital
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2014 Tourism Education Foundation of NC Silent Auction

The Tourism Education Foundation of North Carolina is a nonprot organization created by the North Carolina Travel Industry Association to help the states tourism industry prepare for a dynamic future. The foundations objective is to enhance the tourism industry by developing knowledgeable leadership. The main purposes of the foundation are: To promote the development of talent, experience and leadership in the tourism/hospitality industry in North Carolina for the benet of the profession and the general public. To promote education research in tourism in North Carolina by providing nancial support, leadership and professional expertise principally by awarding

scholarships and student aid to individuals who want to pursue a course of study related to the tourism and hospitality industry. The Tourism Education Foundation of North Carolina is approved by the IRS as a 501 C (3) organization, which means that all contributions are exempt from federal income tax. The silent auction supports a combination of undergraduate scholarships and graduate scholarships for students attending North Carolina colleges or universities in tourism or hospitality management programs. Please help support the foundation by participating in this years silent auction. The 2014 Silent Auction will be open during the conference in Grand Ballroom A&B.

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North Carolina Division of Tourism Staff

Administration
Wit Tuttell, Executive Director wtuttell@nccommerce.com Bryan Gupton, Director of Operations and Industry Relations bgupton@nccommerce.com Ashlee Kirk, Assistant to the Director of Operations ashlee.kirk@nccommerce.com Martha Slate, Business Manager mslate@nccommerce.com

Publications/ Extranet Contacts

Kathy Prickett, Publications Manager kprickett@nccommerce.com Nicolle Jones, Database/Extranet Manager njones@nccommerce.com

Research
Marlise Taylor, Research Manager mtaylor@nccommerce.com

Domestic Marketing/ Group Tours/Sports

Kristi Driver, Manager of Group Travel kdriver@nccommerce.com

Sustainable Tourism
Alex Naar, Sustainable Tourism Coordinator anaar@nccommerce.com

International Marketing
Heidi Walters, International Tourism Marketing Manager hwalters@nccommerce.com

NC Film Office
Aaron Syrett, Film Office Director asyrett@nccommerce.com Cheryl Mauro, Assistant to the Film Office Director cmauro@nccommerce.com Guy Gaster, Production Services Executive ggaster@nccommerce.com

Public Relations
Beth Gargan, Public Relations Manager bgargan@nccommerce.com Suzanne Brown, Public Relations Program Assistant sbrown@nccommerce.com Bill Russ, Photographer bruss@nccommerce.com

Tourism Development
Andr Nabors, Manager of Tourism Development anabors@nccommerce.com
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North Carolina Division of Tourism Staff

Visitor Services/Inquiry/ Welcome Centers

Wally Wazan, Visitor Services Program Manager wwazan@nccommerce.com Cynthia Ferguson, Visitors Services Program Assistant cferguson@nccommerce.com Jade Feliciano, Warehouse Manager jfeliciano@nccommerce.com

I-40 West Welcome Center Mary Ann Teague, Manager mteague@nccommerce.com I-77 North Welcome Center Christopher McKeaver, Manager cmckeaver@nccommerce.com I-77 South Welcome Center Louie Comer, Manager ccomer@nccommerce.com I-85 North Welcome Center Hattie Williams, Acting Manager hwilliams@nccommerce.com I-85 South Welcome Center Bradley Baker, Acting Manager bbaker@nccommerce.com I-95 North Welcome Center Frieda Day, Manager fday@nccommerce.com I-95 South Welcome Center Kat Littleturtle, Manager klittleturtle@nccommerce.com

Inquiry
Teresa Smith, Data Entry Supervisor/Toll-Free Area tlsmith@nccommerce.com

Welcome Centers
I-26 East Welcome Center Margaret Ritchey, Manager mritchey@nccommerce.com I-26 West Welcome Center Vickie Sealock, Manager vsealock@nccommerce.com