Wednesday 2nd November 2011
1:30pm  - 4:00pm	Summit Registration
4:00pm  - 5:45pm	Second Annual Community Forum (by invitation - registration commences at 3.30pm) Location: Salon C and D go2 - Tourism HR Action Plan Update - Regional Industry Consultation Meeting Location: Alpine Room Doors open for both events at 3:30pm - open to all tourism/hospitality business owners, managers, supervisors and front-line employees - please contact TOTA to register - 250-860-5999 (203)
6:00pm  - 7:30pm	Opening Reception and Tasting Event (please note that the program does not include dinner)
Thursday 3rd November 2011
7:00am - 7:50am	Breakfast
Plenary Session 1  8:00am - 9:30am	Keynote Presentation Dr. Michael Adams, President of the Environics group of research and communications consulting companies The Future of Tourism: Targeting ‘Experience-Seekers’ Dr. Adams will introduce you to the fundamentals of social values measurement and marketing, illustrating how Environics’ system has helped businesses identify and take advantage of new market opportunities. Drawing from data updating his book Fire & Ice, he will show examples of Canada-U.S. differences in values to highlight the need to identify and monitor values shifts amongst your target populations. He will also provide an overview of how Environics has worked with the Canadian Tourism Commission to create the award-winning EQ segmentation program.
Plenary Session 2 9:30am - 10:45am	Keynote Presentation Greg Klassen, Senior Vice-President, Marketing Strategy and Communications, Canadian Tourism Commission Building a successful international tourism brand based on values  Canada holds a strong tourism brand, but in an increasingly competitive international marketplace we have been failing to attract our share of the growth in global travellers. Recognizing this issue, the Canadian Tourism Commission embarked on an innovative approach to developing its brand on a single core insight. Greg will highlight how an understanding of travellers’ social and travel values can be used to identify our best prospects in the global marketplace. The result of this focus is the Explorer Quotient® (EQ). Now after extensive research the CTC focuses on three core customer types – Authentic Experiencers, Cultural Explorers and Free Spirits. These three types offer the best opportunity to leverage our limited marketing investment and gain the greatest return. Understanding that these particular traveller types have distinct values has helped the CTC to be much more strategic and effective in reaching these audiences.
10:45am - 11:15am	Refreshment Break
11:15am - 12:15pm	Strategic Approach, Partnerships & Innovation – Tourism 2.0 for the Thompson Okanagan After months of program advancements, planning and consultation, Thompson Okanagan Tourism Association CEO Glenn Mandziuk presents key steps the organization has taken to position the Region as a leading tourism destination and unveils the new industry–led Regional Tourism Strategy, explains its main points, and challenges us all to see if we can work together to expand our industry's tourism horizons.
12:15pm - 1:15pm	Lunch Feature Presentation by ED WALKER Farm2Chefs Ed Walker is Chair of the Culinary Arts Program, at TRU and President of the Thompson Shuswap Chef Farmer Collaborative.Ed trained in Vancouver and Great Britain where he gained his appreciation for locally grown foods. In 2010 he initiated a collaborative, Thompson Shuswap Chef Farmer Collaborative, which today has over 70 members including chefs and farmers from the Thompson and Shuswap areas. In summer 2011 they hosted their first event – farm2chefs showcasing local products with over 400 persons attending.
1st Half 1:45pm - 3:10pm Break 3:10pm - 3:25pm 2nd Half 3:25pm - 5:00pm	Select one of three concurrent workshops: From Values into Action Experience Seekers! Developing and marketing what travellers want Dr. Nancy Arsenault, Arsensault Project Solutions and Will Harding, Canadian Tourism Commission Location: Salons C and D Experiential travel, authenticity, memorable travel, experiential marketing are all buzz words in our industry today, but what does it mean to your business? This 3-hour workshop will help you understand why experiential travel represents a real business opportunity for tourism operators and communities. It will explore questions such as: “Who are the best customers?”, “What business shifts are required?”, “Where’s the revenue opportunity?”, “How does this change my marketing?” It’s a workshop that will make you think, engage, and decide! Guiding the way will be experiential travel expert Dr. Nancy Arsenault and CTC experiences specialist and EQ expert Mr. William Harding. Building profit - critical elements to dramatically increase your sales in this new economy Fred Sarkari,  Fred Sarkari: Leadership for Life™ We live in a new economy, and how we sell will never be the sameagain. Fred Sarkari’s session will focus on what you can do right now to strengthen your brand, raise your profile in the marketplace, and increase your sales in the new economy. His hands-on workshop promises to be by far the most fun and productive three hours you can invest into your business for direct results. You will learn specific psychological triggers that make people take action, the four critical pillars for getting referrals, the Number 1 question that will strengthen loyalty in your relationships, and the three pillars of marketing and branding which will dramatically improve your business. The new workforce: beyond cultures and generations Cindy Tripp, Cindy Tripp Consulting (in partnership with go2) This interactive and dynamic workshop will explore how today’s increasingly diverse range of generations and cultures in the workplace poses both challenges and opportunities. Different value systems, different motivators, different approaches to recruitment and retention – are all areas that the workshop will delve into in the process of identifying practical tools and resources for your business. You will have the opportunity to share experiences and to consider new approaches for managing the evolving workforce.
6:15am - 6:50am	Trade Networking and Pre-Dinner Cocktail
6:50pm - 9:45pm approximately	Gala Dinner (dress: semi-formal)  Featuring Hugh Culver, Chief Ideas Officer, Marathon Communications Inc.  Creating Success in the Age of Distraction It’s easy to get busy – start a company, become a leader, and want togrow your company. But being busy just leads to mistakes, frustrationand burnout. Hugh will show you how to change from busy to effective (without working harder) and grow you business. Based on his new book Give Me a Break, these are the same strategies Hugh has taught to leading organizations, like Shoppers Drug Mart, Telus, United Way, and Western Union. Annual Awards Ceremony & Live Auction
Friday 4th November 2011
Breakfast Presentation 7:30am - 8:45am	The Province's Perspective on Tourism Hon Dr. Terry Lake, Minister of Environment This year the Province’s perspective on tourism is brought to us by the Hon Dr. Terry Lake, Minister of Environment and MLA for Kamloops-North Thompson.
Plenary Session 3 9:00am - 10:30am	Keynote Presentation Tod Maffin, COO and senior strategist at Media Strategies Deconstructing Viral: How to build a killer tourism marketing campaign Today’s viral campaigns may seem like jackpots in a one-in-a-million lottery, but it turns out they are well within the reach of any marketing team’s grasp. All it takes is knowing the secret ingredients behind some of the world’s most talked-about campaigns. By reverse-engineering each element of a successful viral tourism campaign, Tod Maffin will show you the key markers that can launch a campaign into the viral stratosphere — markers that can be programmed into the smallest budgets. He will literally “deconstruct” a viral campaign, piece by piece, then show you how to re-assemble a campaign for your organization or business. Using his ASSURED ROITM methodology, you will discover the seven action steps required for launching an impactful and measurable viral campaign.
10:30am - 10:45am	Refreshment Break
Plenary Session 4  10:45am - noon	Closing Presentation Peter Legge, Chairman and CEO of Canada Wide Media Ltd. Make your life a masterpiece Principles for life - principles for business - principles for success. Leadership is all about influence – nothing more, nothing less. But first, we have to influence ourselves with good habits, because good habits are as difficult to break as bad habits. Peter Legge believes that leadership is never given, but rather taken, and he has a proven track record in this quality. His company, Canada Wide Media Limited is a Canadian success story - celebrating 35 years in business. Peter Legge, will share seven principles that have worked for him; have earned him three honorary doctorate degrees and have helped him to reach the highest recognition in British Columbia for community service - The Order of British Columbia.
Bag Lunch and departure	Late Check-out (1:00pm) is available