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State of North Carolina Office of the Governor

20301 Mail Service Center • Raleigh, NC 27699-0301

beverly eaves perdue governor

March 2011

Dear Tourism Industry Professionals, On behalf of the State of North Carolina, it is a pleasure to offer warm greetings to everyone attending the 2011 Governor’s Conference on Hospitality & Tourism. I am pleased to welcome you to the beautiful city of Asheville for the most comprehensive summit of our state’s travel and tourism industry. Thanks to your dedicated efforts, North Carolina remains one of the most visited states in the country. This year’s conference will feature some of the nation’s leading experts on tourism-related issues and trends. Each day will provide something new and exciting to learn, as well as excellent opportunities to exchange thoughts and ideas with colleagues and industry partners. Asheville is one of our state’s most popular tourist destinations. Nestled between the Blue Ridge and Smoky Mountains, Asheville is an exquisite, diverse city that offers visitors many activities such as hiking, sightseeing, arts and numerous cultural events. Asheville is also home to one of the South’s most venerable and famous resorts, The Grove Park Inn Resort & Spa, and also Biltmore, the largest private residence in the country. Once again, thank you for attending the 2011 Governor’s Conference on Hospitality & Tourism. We are proud of the accomplishments of North Carolina’s tourism industry and we look forward to working with you in the future. Sincerely, Bev Perdue




Conference Agenda


Hotel Floor Plan


Speakers’ Biographies


2011 Winner’s Circle Award Recipients


Conference Sponsors


Division Staff

North Carolina is committed to sustainability and is proud of the many green initiatives taking place across the state. This guide is printed on 10 percent post-consumer recycled paper. Program sponsored and published by Journal Communications Inc. On the Cover: The Grove Park Inn Resort & Spa


Conference Encourages Sustainability To be a leader in creating a more sustainable tourism industry, the North Carolina Division of Tourism is working with the Asheville Convention & Visitors Bureau and The Grove Park Inn Resort & Spa to implement green practices at the 2011 NC Governor’s Conference on Hospitality & Tourism. All attendees are encouraged to contribute to our efforts to be more environmentally and socially responsible by adopting these and other sustainable practices at their businesses and organizations. For the past few years, the North Carolina Division of Tourism has not printed a direct-mail registration form or informational piece. Again this year, the Division will not be distributing a hard copy of its strategic plan; this year the plan will be available electronically. Not only is it more environmentally friendly, but it will be interactive and allow for changes throughout the year. Continuing to “green” the Governor’s Conference will serve as a platform to further the dialogue on finding ways for the tourism and hospitality industry to protect and preserve North Carolina’s natural and social resources.

2011 Tourism Education Foundation of NC Silent Auction

The Grove Park Inn Resort & Spa The Grove Park Inn Resort & Spa supports and encourages environmental awareness by implementing recycling and waste management in business practices and operating procedures. This support includes a commitment to purchase, use and dispose of materials in a manner that best utilizes natural resources and minimizes any negative environmental impact. The resort makes a concerted effort to be environmentally conscious with multiple green initiatives. By participating in these programs, the resort and its guests are saving a significant amount of energy while protecting the environment. In 2008, The Grove Park Inn was honored with a prestigious Green Award for luxury hotels by the International Restaurant & Hotel Awards. In 2008 and 2009, the resort received first place in the Employee Transportation Coordinator Champion Award. The Association for Commuter Transportation annually honors outstanding achievements by organizations in commuter transportation management. The resort won for its employee bus pass program and other efforts to reduce employee automobile usage.

• To promote education research in tourism in North Carolina by providing financial 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 Tourism Education Foundation of North Carolina is a nonprofit organization created by the North Carolina Travel Industry Association to help the state’s tourism industry prepare for a dynamic future. The foundation’s objective is to enhance the tourism industry by developing knowledgeable leadership. The main purposes of the foundation are:

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.

• To promote the development of talent, experience and leadership in the tourism/ hospitality industry in North Carolina for the benefit of the profession and the general public.

Please help support the foundation by participating in this year’s silent auction. The 2011 Silent Auction will be open during the conference in the Hoover-J room.


Conference Agenda     Sunday, March 13

    Monday, march 14

Noon – 4:00 p.m.

7:00 a.m. – 5:30 p.m.

Exhibitor Set Up Vanderbilt Prefunction & Grand C

Conference Registration Vanderbilt Prefunction

2:00 p.m. – 6:00 p.m.

7:30 a.m. – 5:30 p.m.

Conference Registration Vanderbilt Prefunction

Exhibitor Marketplace Vanderbilt Prefunction & Grand C

2:00 p.m. – 6:30 p.m. Tourism Education Foundation of NC Silent Auction Hoover - J Place your bids on attractive donated items from across North Carolina. Proceeds support undergraduate and graduate scholarships for students attending North Carolina schools and demonstrating promise as future leaders of the tourism and hospitality industry.

7:30 a.m. – 5:30 p.m. Tourism Education Foundation of NC Silent Auction Hoover - J

7:30 a.m. – 8:55 a.m. Celebrate NC Tourism Breakfast Vanderbilt Grand A & B

Wake up to a new addition to the Governor’s Conference agenda! Assistant Secretary Lynn Minges will showcase travel industry achievements and upcoming opportunities. Asheville’s Drum 4:00 p.m. – 5:00 p.m. Circle, a signature Grove Park Inn breakfast, a warm welcome from Asheville Mayor Terry Bellamy, Legislative Update greetings from hosts Kelly Miller and Craig Coolidge Madison, and a valuable door prize help get the Up-to-date information on the changing state day off to a fast start. Set your alarm and come Historically, meeting place for some of how America’s greatest minds. political and aeconomic landscape and it early. Program and plated breakfast begin affects the North CarolinaNo tourism industry. promptly at 7:30 a.m. pressure. Learn about new laws and proposed legislation J. Keith Crisco, Secretary of Commerce that affect your businesses and communities. Lynn Minges, Assistant Secretary for Tourism, Facilitated by John Beatty, special projects Marketing and Global Branding coordinator, The Grove Park Inn Resort & Spa Terry M. Bellamy, Mayor of Asheville Panelists: Dana Simpson, partner with Smith Kelly Miller, Executive VP and Executive Director, Anderson and Legislative Counsel for Coalition; Jim Asheville Convention & Visitors Bureau Hobbs, director, Hospitality Alliance of North Carolina; Kelly Miller, executive director, Asheville Convention Craig Madison, President & CEO, The Grove Park & Visitors Bureau of the Asheville Area Chamber of Inn Resort & Spa Commerce, NC Restaurant & Lodging Association

6:30 p.m. – 9:30 p.m. Opening Reception Sammons Wing

8:55 a.m. – 9:10 a.m. Beverage Break With Exhibitors Vanderbilt Prefunction & Grand C

9:15 a.m. – 10:15 a.m.

Knock off the road dust and come have some fun! Opening General Session Catch up with your friends and colleagues to find what Vanderbilt Grand A & B new initiatives are working in their communities. Our hosts are pulling out all the stops to welcome you. From Success to Significance Sponsored by Harvey Thomas Harvey Henry Fred 1918 Firestone Sr. Edison Firestone Jr. Ford Nido Qubein, Seely president, High Point University To make your next meeting or convention a part of history, call 866.474.6110 or visit


Out of adversity emerges abundance. Difficult times often are filled with opportunities. Nido Qubein came to the United States as a teenager with little knowledge of English, no contacts and only $50 in his pocket. From his beginnings working in a tourism office as a teenager, Qubein’s life has been an

amazing success story. Today, he is president of a leading university and chairman of a national retail company – and one of the most sought-after leadership speakers on the professional circuit. Qubein will share his own story and his ideas and strategies for succeeding through even turbulent times. This dynamic, authentic, entertaining speaker delivers a powerful, inspiring message on finding focus, balance and meaning in business and in life. You’ll leave this presentation entertained and inspired to be impactfully innovative. Sponsored by

experts will present creative strategies for using these emerging channels to grow your business. The discussion includes case studies on how destinations have shifted from traditional media to digital, including social and mobile channels, as well as demonstrations of new technology that enable companies to find new insights about their websites, and a preview of where Visit Charlotte is taking its mobile strategy. Moderator: Wit Tuttell, director of tourism marketing, North Carolina Division of Tourism, Film & Sports Development Ted Sullivan, vice president destination marketing, MMG Worldwide Mike Rivello, marketing manager, Visit Charlotte Doug Kaufman, CEO and co-founder, Spring Metrics

10:15 a.m. – 10:30 a.m. Refreshment Break & Spotlight on Exhibitors Vanderbilt Prefunction & Grand C

10:30 a.m. – 11:30 a.m.  Concurrent Educational Sessions Best Practices in a Changing Media Landscape Coolidge Travel marketers have long relied on a blend of public relations and marketing to reach consumers. But PR has grown in importance for many organizations as budgets shift with the economy. As the media evolves from traditional titles to include online influencers, how can marketers develop PR-worthy campaigns and best work in the current media landscape? Learn about a savvy destination campaign directed toward bloggers, and hear from a travel journalist who recently transitioned from a print role to creator of rich online content. This session will help you build a strategy that takes advantage of the latest media opportunities and trends. Moderator: Margo Knight Metzger, public relations manager, North Carolina Division of Tourism, Film & Sports Development Tanner Latham, freelance writer and multimedia storyteller Dodie Stephens, public relations manager, Asheville Convention & Visitors Bureau

Research Report Taft Recent hard economic times have resulted in steep declines in hospitality industry performance. Hear how the United States and, more importantly, the North Carolina hotel industry have fared during this difficult period. Discover what successes have been achieved as we have traveled the road to recovery. Be “in the know” about the opportunities and pitfalls to be aware of to best navigate through the days ahead. Chad Church, director of special services, STR Global Celebrating North Carolina’s Culture and Heritage Wilson Arts, culture and heritage activities can be key factors in destination positioning. Leveraged properly, they reinforce and broaden a destination’s positive image among residents and visitors. This workshop examines the different roles of DMOs and cultural organizations in promoting a “place,” as well as some expectations each can and should have of the other. It will also explore ways of forging creative partnerships between arts councils, DMOs and cultural agencies, as well as driving attendance at cultural events. Shelly Green, president and CEO, Durham Convention & Visitors Bureau E’Vonne Coleman, vice president, Durham Convention & Visitors Bureau

Marla Tambellini, director of marketing, Asheville Convention & Visitors Bureau

Maximizing Your Presence With Online Travel Companies Roosevelt

Managing New Technologies for Tourism Marketing Eisenhower

Learn the latest techniques to maximize your presence and return from online sites such as Orbitz and others.

Technology is revolutionizing the channels available for marketing to visitors. This panel of

David Bahlman, Orbitz Worldwide Jim Walsh, Travelocity


Conference Agenda 11:45 a.m. – 1:15 p.m. Tourism Winner’s Circle Luncheon Winner’s Circle and Bill Sharpe Awards Vanderbilt Grand A & B Sponsored by

1:30 p.m. – 2:30 p.m.  Concurrent Educational Session Meet the Media: Roundtable Discussions with NC Media Outlets Coolidge Get to know editors from some of the most important travel media outlets in the Southeast at these roundtable meetings. The breakout will feature six eight-minute rotating sessions where the editors will talk about what type of stories they are looking for, and you will be able to tell them why they should write about your business or destination. Outlets include Our State, AAA GO Magazine, The Charlotte Observer, Southern Living, WRAL’s Tarheel Traveler, UNC-TV’s The State of Things and freelance writers for state and national media outlets.
 Sports Marketing: Creating Signature Sporting Events for Your Community Eisenhower This breakout session will highlight how convention and visitors bureaus and sports commissions can be involved in starting sporting events. The experienced panelists will discuss the basics of how to get started, the benefits of locally created events, share examples of successful events, and go over the keys to success and challenges other communities have faced. Be sure to attend this insightful panel discussion to see how you can put your community on the map in this very successful market segment. Moderator: Chuck Hobgood, director, NC Amateur Sports Panelists: Jesse Newsome, Jacksonville-Onslow County Sports Commission; Kim Strable, Greensboro Sports Commission; Chris Clouden, Charlotte Regional Sports Commission Research Report Taft Recent hard economic times have resulted in steep declines in hospitality industry performance. Hear how the United States and, more importantly, the North Carolina hotel industry have fared during this difficult period. Discover what successes have been achieved as we have traveled the road to recovery. Be “in the know” about the opportunities and pitfalls to be aware of to best navigate through the days ahead. Chad Church, director of special services, STR Global


Attractions Forum Roosevelt This moderated session brings North Carolina’s visitor attractions together to discuss common goals and will serve as a forum to determine if attractions need to meet more frequently. Don’t miss this opportunity to share, learn and discuss common issues such as emerging ticket technology, the pros and cons of revenue partnerships, and shifts in visitor expectations. Moderator: Chris Cavanaugh, Magellan Strategy Group How to Make TripAdvisor Work for You Wilson In 2010, the North Carolina channel on TripAdvisor generated an average of nearly 3 million page views per month. During this session, learn how to make TripAdvisor work for you by utilizing best practices in reputation management, digital advertising, social networking and content distribution. Mark Mamber, national DMO sales manager, TripAdvisor Inc.

2:30 p.m. – 3:00 p.m. Refreshment Break & Spotlight on Exhibitors Vanderbilt Prefunction & Grand C

3:00 p.m. – 4:00 p.m. Keynote – State of the Industry Vanderbilt Grand A & B TRENDS CHANGING DESTINATION MARKETING Berkeley Young, president, Young Strategies Inc. Travel trends are changing at a rapid pace and so is destination marketing. This entertaining and thought-provoking session will address some of the shifting trends that demand we adjust the way we market and sell our destinations. Examples will be shared about innovative approaches taken by some destinations to drive increased interest from many different travel segments. Sponsored by

4:00 p.m. – 5:00 p.m. Exhibitor Tradeshow Vanderbilt Prefunction & Grand C

6:00 p.m. Dinner at Biltmore’s Antler Hill Village George Vanderbilt envisioned Biltmore in 1888, while on a short vacation to Asheville. His imagination was sparked by the area’s beauty. He felt inspired to create a relaxed country estate in the Blue Ridge Mountains that would welcome family and friends. Biltmore invites our friends attending the 2011 NC

Governor’s Conference on Hospitality & Tourism to experience our legacy of hospitality by strolling through our newest addition to Biltmore Estate, Antler Hill Village. Opened in March 2010, the village connects the estate’s present and past, providing a relaxing place for dining, shopping and historical exhibits.


An evening of entertainment, exploration and legendary hospitality awaits you at Biltmore!

This session will break all boundaries of the typical customer service or brand-building process. Scott Deming will take you on a fast-paced, humorous, high-energy journey through the six critical steps to creating the ultimate customer experience and building a powerful, emotional brand. He will inspire you to turn a typical visitor into an evangelist and every target audience into a cult community! And as he says, “It is this community and these evangelists who will take you to the Promised Land.”

Sponsored by

Sponsored by

Creative food stations, featuring Biltmore’s Field to Table concept, will highlight our commitment to sustainability while showcasing the extraordinary talents of our culinary team. Of course, no visit would be complete without a sampling of Biltmore’s award-winning wines.

    Tuesday, March 15 7:30 a.m. – Noon Exhibitor Marketplace Vanderbilt Prefunction & Grand C

7:30 a.m. – Noon Registration Vanderbilt Prefunction

7:30 a.m. – 10:45 a.m. Tourism Education Foundation of NC Silent Auction Hoover - J, pick-up begins at 11 a.m.

7:30 a.m. – 8:30 a.m. 2012 Governor’s Conference Preview Breakfast Vanderbilt Grand A & B Ladies and gentleman, start your engines with a high-octane breakfast courtesy of the Cabarrus County Convention & Visitors Bureau, “Where Racing Lives!” Please be seated at breakfast by 8 a.m. for a plated meal and a special presentation – and be prepared to get your Moonshine Riser on! Sponsored by

8:30 a.m. – 9:00 a.m. Refreshment Break & Spotlight on Exhibitors Vanderbilt Grand A & B

9:00 a.m. – 10:15 a.m. Keynote General Session Vanderbilt Grand A & B

10:15 a.m. – 10:45 a.m. Refreshment Break & Spotlight on Exhibitors Vanderbilt Prefunction & Grand C

10:45 a.m. – 11:45 a.m. Partner Marketing Programs Vanderbilt Grand A & B Join the Division team and LKM for an overview of the 2011-12 co-op program. This year’s program will focus on the range of cost-effective partner opportunities as well as a review of recent updates to From broad-based programs in new publications and mediums, to niche and state-of-the-art interactive programs, don’t miss this chance to learn about more than 30 cooperative programs. Wit Tuttell, director of tourism marketing, North Carolina Division of Tourism, Film & Sports Development Jennifer Jenkins, vice president, LKM

Noon – 1:00 p.m. Division Mini-TRAC Updates Coolidge, Eisenhower, Taft, Roosevelt The Tourism Resource Assistance Center (TRAC) program is a new initiative by the Division that provides instant accessibility for our industry partners and all tourism-related businesses to the staff of the Division for one-on-one sessions in an informal setting. Our mission is to assist businesses and partners with research, marketing and promotions, funding opportunities, business and entrepreneurial development, trail development, attractions and community planning, tourism vision planning and more. Drop in to talk to us about advertising and marketing, operations, research and industry development, film, wine and sports.


Floor Plan

Vanderbilt Wing

Prefunction Roosevelt





Hoover The Grand Ballroom Eisenhower The Vanderbilt Terrace






Glass Atrium Elevator

Level 8


Speakers’ Biographies Secretary J. Keith Crisco Secretary J. Keith Crisco was appointed Secretary of Commerce by Gov. Bev Perdue in January 2009. He brings 40 years of experience in business and commerce to the position. For more than 20 years, Crisco served as president and chairman of Asheboro Elastics Corp., a company he formed with partners in 1986. This highly successful company has offices in seven countries, manufacturing facilities in Central America and the United States, and sales around the world. Prior to that, he worked for eight years as the president of Stedman Elastics in Asheboro. Crisco earned a bachelor’s degree in mathematics and physics from Pfeiffer University in Misenheimer and a master’s degree in business administration from Harvard University. After graduate school, the Stanly County native worked as assistant to the executive vice president for Burlington Industries. He worked for the company for 10 years, including stints in Chicago and New York City. From 1970-71 Crisco served as a White House fellow in Washington, D.C., as assistant to the U.S. Secretary for Commerce during the Nixon administration. Born and raised on a farm near Aquadale, N.C., Crisco has served on the Asheboro City Council, as chairman of the Pfeiffer University board of trustees, as chairman of the N.C. Center for Public Policy Research and as chairman of the National Elastic Manufacturer’s Association. He also served as chairman of Globio, a children’s educational website based in Portland, Ore., that uses wildlife photos to create a dialogue to connect children around the world. Crisco also served on Randolph Community College’s board for 16 years and as an active member of the UNC School of Public Health Advisory Council. He has been active with the N.C. Community Foundation, Action for Children North Carolina, and various land trust and environmental organizations. His personal interests include country music, genealogy and baseball. He and his wife, Jane, have three children and six grandchildren. They live in Asheboro and the Town of Oriental in Pamlico County.

Lynn Davis Minges Lynn Minges is the Assistant Secretary of Tourism, Marketing and Global Branding for the North Carolina Department of Commerce. In this role, she provides leadership and strategic direction for the state’s tourism, film, sports and wine industries while marketing the state as the preferred location for domestic and international business. She reports to Commerce Secretary J. Keith Crisco. Minges serves on the executive committee and the board of directors of the U.S. Travel Association and is an active member of the National Council of State Travel Directors, where she has chaired and served on numerous committees. She is a past chair and executive committee member of Travel South USA, and is a member of the board of directors of Southeast Tourism Society. She also serves on the Business Advisory Council of the John A. Walker College of Business at Appalachian State University. Under her leadership, the department has been recognized with numerous national and international awards for marketing excellence. Minges was recently recognized by Triangle Business Journal with its Outstanding Women in Business Award. Minges is a graduate of Peace College and North Carolina State University and has been with the state in progressive leadership roles for 18 years.


Speakers’ Biographies Scott Deming Scott Deming draws on nearly 30 years of real, in the trenches, corporate life. He has experienced successes, failures, celebrations and disasters. He has experienced the satisfaction and the frustrations of being an employee – and he has endured the hardships and reaped the rewards from 20 years of owning and operating a multimillion dollar, national advertising and marketing firm. Now he takes his depth and breadth of experience and packages it into one of the most dynamic, energetic, easy-to-understand programs and sends his attendees away not only excited to make a change, but armed with the tools to do so. Deming’s marketing and advertising firm, RCI, consistently created award-winning, groundbreaking services and programs. Now, with a style and energy unlike any other, he teaches his successful techniques to audiences. Deming is on a mission – to bring emotion, sincerity, caring and humanity back into customer service. He is taking his nearly 30 years of advertising and marketing experience and showing proof positive that RELATIONSHIPS RULE and building a BRAND through emotional experiences, not just great advertising is the key to SUSTAINABLE personal and professional success. Deming has been interviewed for his fresh ideas, unique processes and popular presentations on national television and radio shows, newspapers, and national magazines and trade publications. He has written articles on the topics of “Emotional Brand Building” and “Creating the Ultimate Customer Experience” for numerous magazines, including Entrepreneur Magazine, Business Week, Sales and Service Excellence and INC., to name a few. And now, his ideas and processes can be found in his internationally best-selling book The Brand Who Cried Wolf.

Nido Quebin Nido Qubein is president of High Point University, which enrolls 3,000 undergraduate and graduate students from 50 countries. He has authored more than two dozen books and audio programs distributed worldwide in more than 20 languages and is a columnist for several publications. His foundation has granted more than 600 scholarships to college students nationwide. Qubein came to the United States as a teenager

with little knowledge of English, no contacts and only $50 dollars in his pocket. From his beginnings working in a tourism office as a teenager, his life has been an amazing success story. He has been the recipient of many honors, including the Ellis Island Medal of Honor, Horatio Alger Award for Distingushed Americans, Sales and Marketing International’s Ambassador of Free Enterprise and induction into the Global Society for Outstanding Business Leadership and the International Speakers Hall of Fame. He serves on numerous boards, including a Fortune 500 company with $115 billion in assets, and La-Z-Boy Corp., one of the world’s most recognized brands. He is chairman of several companies such as Great Harvest Bread Co., which has 218 stores in 41 states. Toastmasters International named him Top Business and Commerce Speaker and awarded him the Golden Gavel Medal. He is the founder of the prestigious National Speakers Association Foundation and addresses more than 100 business and professional groups around the world each year.

Berkeley W. Young Berkeley Young is the president of Young Strategies Inc., and has 20 years of travel/ tourism research, marketing, management and retail experience. Young’s travel industry experience covers a range of management positions, including stints at a destination marketing organization, a chamber of commerce, a golf resort and a research and planning firm. In 2004, Young formed his Charlotte-based company, focusing on research and strategic planning for all aspects of the travel industry. Young’s firm specializes in working with city and county destination marketing organizations in the research-based development of branding and marketing, as well as local tourism infrastructure. In the past 10 years Young has worked with more than 100 destinations in 26 states, and is a popular speaker at regional and national conferences and conventions.


Winner’s Circle Award Recipients 2011 NC Governor’s Conference on Hospitality & tourism

William (Bill) A.V. Cecil Jr. William Amherst Vanderbilt Cecil Jr. is the president and CEO of The Biltmore Co., which owns and operates Biltmore in Asheville, N.C. A National Historic Landmark, Biltmore is the private estate of the late George W. Vanderbilt, Cecil’s great-grandfather. The estate, which is completely self-sufficient and receives no outside funding, is open to the public and welcomes more than a million guests annually. The estate includes Biltmore House, America’s largest private home, designed by renowned 19th-century architect Richard Morris Hunt. Frederick Law Olmsted, known as The Father of American Landscape Architecture, designed the gardens and forests surrounding Biltmore House. Biltmore also features the most visited winery in the United States, producing about 170,000 cases of award-winning wines each year. In addition, the Inn on Biltmore Estate® now welcomes guests year-round with gracious Vanderbilt hospitality. There are retail shops and fine restaurants, as well, to make any visit to Biltmore more enjoyable. In addition to these offerings, guests can take advantage of the great outdoors with biking, hiking, rafting and equestrian activities. Cecil has also served in many capacities across the estate, including his work as project coordinator for the construction of Biltmore’s winery; eventually becoming winery manager, then president of the Biltmore Wine Co. He has also served as assistant vice president of operations, vice president and senior vice president of The Biltmore Co. He is a member of The Biltmore Co. executive committee and its board of directors.

Community relations is another important focus for Cecil, and he has served on the Western North Carolina Regional Advisory Board for Wachovia Bank/Wells Fargo since 2007. He served on the board of the Asheville Area Chamber of Commerce (1997-2009), including the office of chairman (2007-2008). In addition, Cecil served on the Southeast Tourism Society Board of Directors (2005-2008) and was a member of the Manna Food Bank Board of Directors (2000-2006), including holding the office of president (2005). A graduate of the University of Colorado at Boulder, Cecil earned a geography degree with a concentration in environmental conservation. He is also a graduate of Leadership Asheville 8, the Young Executive Institute (an intensive senior management training program at the University of North Carolina), and Bell Leadership Institute’s Leader’s Roundtable program. He has been a member of the Young Presidents’ Organization/ World Presidents’ Organization since 1998. Cecil, his wife and three children reside in Asheville. The mission statement of The Biltmore Co.: “The preservation of Biltmore as a privately owned, profitable working estate” remains the standard for guiding Cecil’s efforts to enchant guests and to maintain the business of preservation.

Gary Everhardt Gary Everhardt became the fifth superintendent of the Blue Ridge Parkway in 1977. He brought 20 years of professional experience with the National Park Service with him to the Parkway, including more than two years as the director of the service. After receiving a degree in civil engineering from North Carolina State University, he began his National Park Service career as a civil engineer on the Blue Ridge Parkway. He later served in engineering positions at the Park Service’s Southeast Regional Office and at the Southwest Regional Office, where he was regional chief of maintenance. In 1969, he was appointed assistant superintendent for operations at Yellowstone National Park in Wyoming, where he was directly responsible for all park operations, including visitor protection, interpretation, maintenance and administration. He was named superintendent of Grand Teton Natonal Park in Wyoming in 1972. There, Everhardt helped plan and conduct the Second World Conference on National Parks, held during the National Parks Centennial in 1972. For those efforts, he received the Department of the Interior’s Meritorious Service Award. Everhardt was sworn in as the ninth Director of


Winner’s Circle Award Recipients the National Park Service in January 1975. During his tenure in Washington, the service took great strides forward in the areas of visitor services and safety. With President Gerald Ford’s support, it was proposed that the National Park System be doubled in size with the addition of nearly 32 million acres of new park land in Alaska. The National Park Service was the only federal bureau to carry out a sustained program of activity during observance of the nation’s Bicentennial. Since his return to the Blue Ridge Parkway, Everhardt has been particularly effective in establishing or enhancing favorable relationships with Parkway neighbors and other agency officials. Through his leadership, a near-dormant construction program was revived, and the final section of the Parkway motor road around Grandfather Mountain was completed and opened for use in 1987. Because of his accomplishments with the National Park Service, Everhardt received the Department of the Interior’s highest honor, the Distinguished Service Award, in 1985. In 1990, the National Park Foundation honored him with the Cornelius Amory Pugsley Medal award for his noteworthy contributions to the advancement of parks and recreation. In 1996, Everhardt was the recipient of the NC Travel Council’s Bill Sharpe Travel Award presented at the Govenor’s Conference on Travel and Tourism. In 1998, he was presented with the Walter T. Cox Award at the Annual George B. Hartzog Lecture at Clemson University for his sustained achievement in public service, providing inspirational leadership for wise management of our natural and cultural resources. He also received the North Carolina Order of the Long Leaf Pine Award, presented in 2000 by Gov. James B. Hunt Jr. Everhardt has been involved with the Asheville Federal Executives Association, the Appalachian Consortium, the Western North Carolina Associated Communities and the North Carolina National Parks, Parkway & Forest Development Council. Everhardt and his wife, Nancy, reside in Arden. They have two children and three grandchildren.

Dr. Lawrence J. Wheeler Dr. Lawrence J. Wheeler was named director of the North Carolina Museum of Art (NCMA) in October 1994. Since that time, the museum has become one of the leading art museums in the American South. Its program of major exhibitions, ranging from presentations of the work of Rodin, Monet and the School of Paris to ancient Egyptian art,

have attracted hundreds of thousands of visitors to the museum from across the nation and around the world. Prior to joining the museum, Wheeler was Director of Development at the Cleveland Museum of Art from 1985 to 1994. From 1977 to 1985, he served as Deputy Secretary for the North Carolina Department of Cultural Resources, where he was responsible for overseeing the construction of the original NCMA building. Under Wheeler’s leadership of the North Carolina Museum of Art, the attraction unveiled its muchanticipated design for an ambitious expansion in 2006. Wheeler’s vision for a spacious, light-filled structure to house the museum’s collection became a reality upon completion of the building in spring 2010. Today, the 127,000-square-foot West Building, surrounded by sculpture gardens and reflecting pools, presents works drawn from the institution’s outstanding permanent collection of more than 5,000 objects spanning the periods from antiquity to the present day. The expansion initiative also transformed the museum’s original building into a center for temporary exhibitions, collections management, education and administration. Wheeler has worked to develop the museum’s collection, including securing a gift of 29 Rodin sculptures from the Cantor Foundation, making the NCMA the largest repository of Rodin’s work in the American South. He has also helped to build the modern and contemporary collections. Wheeler’s awards include the Chevalier of the Order of Arts and Letters from the Republic of France, the Medal of Arts from the city of Raleigh, the first Mary D.B.T. Semans Award for Distinguished Service to the Arts, the Leadership Award from the Triangle Business Journal, the Design Guild Award from the North Carolina State University College of Design and the Thad Eure Memorial Award from the Greater Raleigh Convention and Visitors Bureau. In December 2000, he was named Tar Heel of the Year by The Raleigh News and Observer, which called him “the godfather of the Triangle’s cultural boom” and cited his skill at melding “arts, politics and commerce into a powerful new cultural force.” Wheeler grew up in Lakeland, Fla. He has Bachelor of Arts degrees in History and French from Pfeiffer College, and a Master of Arts and Ph.D. in European history from the University of Georgia.



Conference Sponsors We would like to recognize the following sponsors, whose contributions make this conference possible. We encourage you to visit these important partners in the Exhibitor Marketplace and take a moment to thank them for their support and hospitality.

    Platinum sponsors Navigate-Media/Meredith Travel Marketing Time Inc./American Express Publishing Good Housekeeping Biltmore A&V Company

    Diamond sponsors Asheville Convention & Vistors Bureau Cabarrus County Convention & Visitors Bureau Embassy Suites Charlotte-Concord Golf Resort and Spa The Grove Park Inn Resort & Spa Journal Communications Inc. Loeffler Ketchum Mountjoy (LKM) UNC-TV Western Carolina University

    SILVER sponsors Blue Ridge National Heritage Area Eastern Band of Cherokee Indians/Harrah’s Cherokee Casino & Hotel

    Bronze sponsors AAA Going Places AAA World Blue Ridge Outdoors Budget Travel Carolina Country Geiger Ad Specialties Madden Media The Magazine Guys/Country Living/ Shermans Travel The News & Observer/The Charlotte Observer North Carolina Sports Association Outpost Design TripAdvisor

    Friends Travelocity


    NC Division of Tourism Staff Administration Lynn Minges, Assistant Secretary of Tourism, Marketing and Global Branding Amy Berenson, Assistant to the Assistant Secretary Bryan Gupton, Director of Operations and Industry Relations Juli Cooney, Assistant to the Director of Operations

Nicolle Jones, Database/ Extranet Manager

Cynthia Ferguson, Visitors Services Program Assistant


Larry Strickland, Warehouse Manager

Marlise Taylor, Manager of Research

Sustainable Tourism Alex Narr, Sustainable Tourism Coordinator

Justin Furr, Director of Wine and Grape Council

Community Relations & Outreach

Evelyn Law, Assistant to the Director

Eleanor Talley, Industry Relations Manager,

NC Film Office

Kristi Driver, Manager of Group Travel,

International Marketing Heidi Walters, International Tourism Marketing Manager

Public Relations Margo Metzger, Public Relations Manager Suzanne Brown, Public Relations Program Assistant

Inquiry Jade Feliciano, Supervisor

NC Wine & Grape Council

Martha Slate, Business Manager

Domestic Marketing/ Group Tours/Sports

Evelyn Ruth Ragan, Receptionist

Aaron Syrett, Film Office Director Cheryl Mauro, Assistant to the Film Office Director Guy Gaster, Production Services Executive

Tourism Development Andre Nabors, Manager of Tourism Development

Tourism Marketing Wit Tuttell, Director of Tourism Marketing

Bill Russ, Photographer

Dana Grimstead, Assistant to the Director of Tourism Marketing

Publications/ Extranet Contacts

Visitor Services/Inquiry/ Welcome Centers

Kathy Prickett, Publications Manager

Wally Wazan, Visitors Services Program Manager

Welcome Centers I-26 East Welcome Center Margaret Ritchey, Manager I-26 West Welcome Center Vickie Sealock, Manager I-40 West Welcome Center Tina Evans, Manager I-77 North Welcome Center Oma Boyd, Manager I-77 South Welcome Center Louie Comer, Manager I-85 North Welcome Center Mary Perkinson, Manager I-85 South Welcome Center Donna Williams, Manager I-95 North Welcome Center Edith Jenkins, Manager I-95 South Welcome Center Karron Littleturtle, Acting Manager


North Carolina Governor's Conference on Hospitality and Tourism Program 2011  

Program for the North Carolina Governor's Conference on Hospitality and Tourism.