Agenda
Sunday, March 8
Arrive early and make the most of your day with a scenic hike at Cloudland Canyon State
Park, or soar above the valley on a thrilling tandem hang gliding flight at Lookout Mountain
Flight Park. If you’re looking to relax, unwind with a rejuvenating spa day at Cloudland at McLemore Resort.
3:00 pm – 5:00 pm
Check-in & Registration
Conference Check-in: Cloudland at McLemore Resort
5:45 pm
Transportation to Dinner
Departs from Cloudland at McLemore Resort
Celebrate creativity with fine food, perfect pairings, and inspiring art. We invite you to a
memorable Dinner & Social at the Cloudland Canyon State Park Group Lodge.
6:00 pm – 8:00 pm
Dinner
122 Cloudland Canyon Park Road, Rising Fawn
Savor a complimentary feast of locally inspired flavors prepared with care, while mingling in a warm, welcoming atmosphere. As you dine, enjoy the chance to meet talented local artists, discover their creative process, and explore one-of-a-kind works of art that celebrate the spirit of the mountains. Free transportation will be provided to Cloudland Canyon State Park.
8:30 pm
Spirit Pull
The Croft, Auld Alliance and Skyside Hotel bars will remain open until 10 pm
Monday, March 9
Conference Location
Cloudland at McLemore Resort
8:00 am – 9:00 am
Registration & Continental Breakfast
9:00 am – 10:00 am
Conference sessions begin with morning keynote
Morning Keynote
Keynote: Noel Durant, Tennessee State Director at The Trust for Public Land
Preserving Place: The Power of Land, Legacy & Landscape in Destination Development
This keynote topic resonates deeply with communities like those in North Georgia, where the natural environment and local history are central to identity and economic vitality. Preservation is not a barrier to progress—it’s a powerful foundation for tourism development. When communities honor the land, protect their stories, and thoughtfully shape their landscapes, they create destinations that are authentic, resilient, and magnetic to visitors.
Lunch Keynote
Keynote: Doug Chapin, Owner - Rock City
The Power of Place: Turning Natural Assets into Regional Icons
Learn how Rock City leveraged its unique geology, gardens, and views to become one of the most recognizable attractions in the Southeast.
Gain insights to help you identify and elevate the natural and cultural assets in your area into must-see experiences.
Breakout Sessions
There will be 3 breakout sessions, with a break for lunch after the first session, and a 15 minute break between the last two sessions.
Beyond the Hashtag: How Influencers, PR, and Writers Elevate Local Destinations
Patty Leon
In today’s tourism landscape, effective storytelling goes far deeper than a single post or trending hashtag. This panel brings together a social media influencer, a public relations professional, and a travel writer to share how authentic collaboration with communities can amplify local voices and highlight unique assets. From building relationships with residents to crafting compelling content that resonates with visitors, the discussion will explore practical strategies for turning local experiences into lasting impressions that drive visitation, strengthen community pride, and expand regional visibility.
Crafting Creative-Centric Campaigns for Social Media
Jess Gutman
With content consumption at an all-time high, cookie-cutter campaigns are getting lost in the noise. Join us as we explore how to break free from generic content and develop standout social media campaigns that resonate with travelers and inspire their next adventure. Learn practical techniques for crafting memorable, engaging creative that ditches overused clichés and connects with your target audience on a deeper level.
Effective Marketing Strategies for Outdoor Attractions: How to Promote and Measure Success
Kristi Kent
Promoting outdoor attractions requires blending creativity with measurable results. This session will highlight practical strategies used by destinations to showcase trails, gardens, murals, markets, and events. Learn how to leverage tools like custom Google Maps, QR codes, and selfie tours to engage visitors, while also building visibility through print promotions, social media campaigns, and partnerships. The discussion will also focus on tracking success through Google Analytics, UTM codes, Bitly short links, and Placer data—giving communities a clear picture of visitor engagement, geographic reach, and economic impact. Attendees will leave with actionable ideas for elevating outdoor destinations and confidently measuring the results of their efforts
Stewardship and Sustainability: How Lula Lake Balances Conservation and Tourism
Cody Roney
Lula Lake Land Trust is a model of how conservation and tourism can work together to create lasting impact. In this session, a representative will share how protecting natural resources not only preserves the beauty and biodiversity of the region but also strengthens North Georgia’s tourism economy. By balancing stewardship with visitor access, Lula Lake demonstrates how conservation initiatives enhance outdoor recreation, attract eco-tourists, and build community pride. Attendees will gain insights into how sustainable practices can elevate a destination’s appeal while ensuring its treasures are protected for generations to come.
Smart Strategies: Using AI and Google Tools to Power Destination Marketing
Chris Reidenbaugh
As travelers increasingly rely on search engines and AI-driven tools to plan their journeys, Destination Marketing Organizations (DMOs) must adapt to stay visible and relevant. This session will explore how DMOs can use artificial intelligence to work with Google in ensuring accurate, up-to-date, and validated search results for their destinations. From optimizing content for AI-powered search to leveraging data insights, chatbots, and personalization, participants will learn practical applications that enhance marketing efficiency and visitor engagement. The discussion will highlight how AI can support storytelling, streamline operations, and ensure that a destination’s online presence reflects the best of what it has to offer.
Thrive Regional Partnership “It Takes a Region”
Panelists: Ben-David Fenwick, Cloudland at McLemore Resort; Sandy White, Alliance for Dade; Lacey Smith, Walker County Chamber of Commerce; Bridgett Massengill, Thrive Regional Partnership
A conversation on building tourism through regional collaboration.
Tourism doesn’t stop at county, city, or state lines — and neither should we. This session explores how neighboring communities can work together to strengthen their shared identity, pool resources, and promote the region as a unified destination. Learn how to bridge boundaries between governments and organizations, develop cohesive marketing strategies, and tell a bigger story that benefits everyone across the region.
Painting the Picture of Place: Art as a Catalyst for Tourism
Madison Beaulieu and Christopher Brazelton
Art and tourism are powerful partners in shaping a community’s identity and attracting visitors. When local art is integrated into tourism initiatives, it transforms a destination into an experience—inviting travelers to see, feel, and connect with the culture and creativity of the place. Public art, galleries, festivals, and artist markets not only beautify spaces but also tell the story of the community and its people. By featuring local artists in marketing campaigns, events, and visitor experiences, communities can foster authentic connections, extend visitor stays, and generate economic benefits for both artists and businesses. Together, art and tourism create a sense of place that inspires pride among residents and curiosity among travelers.
Follow the Signs: How Branding Leads Visitors to Discover More
Danny Bivins
Clear, consistent signage and strong community branding are essential tools for creating a welcoming and navigable destination. Effective wayfinding helps visitors easily locate attractions, parks, shops, and dining options—encouraging them to explore more and stay longer. When signs, maps, and visual elements share a cohesive design and reflect the community’s brand identity, they do more than guide travelers; they tell a story. Visitors begin to recognize and remember the community’s character through its colors, logos, and messaging. Together, good signage and thoughtful branding enhance the visitor experience, foster local pride, and strengthen the sense of place that keeps people returning year after year.
Working Hand-in-Hand: Maximizing Explore Georgia Resources for Community Success
Marcie Kicklighter
The Georgia Department of Economic Development’s Tourism Division—Explore Georgia—is one of the most valuable partners communities can have in developing a thriving visitor economy. More than a statewide marketing agency, Explore Georgia serves as a connector, educator, and resource hub for local destinations seeking to grow tourism strategically and sustainably. By understanding and engaging with the many tools and programs offered through Explore Georgia, communities can strengthen their branding, increase visitation, and become active contributors to the state’s overall tourism success story.
3:30 pm – 4:00 pm Wrap Up & Door Prizes