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 relaxation is calling, unwind with a
rejuvenating spa day at Cloudland at McLemore Resort—and be sure to round
out your adventure with a visit to Rock City, where gardens, sweeping views, and
whimsical attractions make for unforgettable fun for the whole family.
3:00 pm – 5:00 pm
Check-in & Registration
Conference Check-in: Cloudland at McLemore Resort
6:00 pm – 8:00 pm
Evening Event (Departs from 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. We’ll depart the hotel at 5:45 PM, with dinner served from
6:00– 8:00 PM. 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. If you
prefer to drive separately, the park is located at 122 Cloudland Canyon Park
Road, Rising Fawn, Georgia.
8:30 pm - 10:00 pm
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.
10:00 am - 10:15 am Break
Breakout Session 1
10:15 am – 11:15 am
Beyond the Hashtag: How Influencers, PR, and Writers Elevate Local Destinations
Patty Leon, The Pulse, Melissa Webb & Agnes Coppage Pineapple PR, Influencer- Penny
Broom; Discover Our World
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; Big Slate Media
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.
Smart Strategies: Using AI and Google Tools to Power Destination Marketing
Chris Reidenbaugh; Red Clay 360
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.
11:15 am – 11:30 am Break
Lunch with Keynote Speaker
11:30 am – 1:00 am Break
- GACVB Update - Amanda Dyson-Thornton, Executive Director, GACVB
- Explore Georgia Update - Jay Markwalter, Deputy Commissioner for Tourism, Georgia Department of Economic Development
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 Session 2
1:15 pm – 2:15 pm
Effective Marketing Strategies for Attractions: How to Promote and Measure Success
Kristi Kent, Georgia's Rome Office of Tourism
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.
Follow the Signs: How Branding Leads Visitors to Discover More
Danny Bivins and Kaitlin McShea Messich, Carl Vinson Institute of Government -
University of Georgia
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, Georgia Department of Economic Development
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.
2:15 pm – 2:30 pm Break
Breakout Session 3
2:30 pm – 3:30 pm
Stewardship and Sustainability: How Lula Lake Balances Conservation and Tourism
Cody Roney, Lula Lake Land Trust
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.
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, Visit Woodstock and Christopher Brazelton, Woodstock Arts
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.
3:30 pm – 4:00 pm Wrap Up & Door Prizes