Governor’s Conference on Tourism Program
Ready for an action-packed conference full of exciting learning and networking opportunities? (Not to mention endless opportunities for fun and adventure.) This year’s speaker line-up has been carefully curated to address the trends and growing pains we are all facing in this industry. From innovative marketing solutions to fresh-off-the-press research, you are sure to leave Governor’s Conference 2023 with a toolkit of ideas for your destination.
Explore The Program
Use the tabs below to see what we have in store for this year’s conference. From learning labs and showdowns to guided hikes and awards, Governor’s Conference 2023 is bigger and better than ever before.
Shuttle Service
Available when notated within the below schedule. Pickup Location: Canaan Valley Lodge Main Entrance
Outdoor Activities
This year we will be enjoying a variety of outdoor activities – as we explore our gorgeous location.
View Sunday, September 10 Schedule
3:00 P.M. to 5:00 P.M. – Registration
Location: Canaan Valley Resort State Park – 230 Main Lodge Rd. Davis, West Virginia 26260
3:45 P.M. to 9:30 P.M. – Shuttles Running to Thomas and Davis from Canaan Valley Resort
Shuttle stops include a central location in Davis at 533 William Avenue and the Purple Fiddle in Thomas.
4:00 P.M. to 6:00 P.M. – ArtWalk in Davis and Thomas
Join us for an art-filled stroll through the charming mountain towns of Davis and Thomas. Explore open galleries and unique boutique shopping to get a taste of these unique towns.
6:00 P.M. – Welcome Reception, Sponsored By Tucker County Convention and Visitor’s Bureau
Location: Purple Fiddle – 96 State Hwy 32, Thomas, WV 26292
Let’s celebrate the kick-off of what is sure to be a legendary Governor’s Conference together in one of the Mountain State’s most unique spots: The Purple Fiddle. Picnic will provide delicious tacos and more – so come hungry. Live music begins at 7:30 P.M.
9:30 P.M. – Last Call!
At 9:30, the last shuttle will depart the Purple Fiddle, returning to Canaan Valley Resort. The music and merriment may continue past 9:30 p.m. if you’d rather drive yourself to stay later.
View Monday, September 11 Schedule
7:30 A.M. to 9:00 A.M. – Shuttles Run from Canaan Valley Resort to Bear Paw Lodge at the Ski Area
7:30 A.M. to 9:00 A.M. – Breakfast Buffet
Fuel up for the exciting day ahead with a hearty breakfast located in the gorgeous ski area of Canaan Valley Resort.
Location: Bear Paw Lodge – 230 Main Lodge Rd, Davis, WV 26260
8:00 A.M. to 5:00 P.M. – Registration
Location: Canaan Valley Resort State Park – 230 Main Lodge Rd. Davis, West Virginia 26260
8:30 A.M. to 8:45 A.M. – Welcome Remarks
Location: Bear Paw Lodge at the Ski Area
8:45 A.M. to 9:15 A.M. – Opening Session – The State of Tourism in West Virginia
Speaker: Chelsea Ruby, Cabinet Secretary, West Virginia Department of Tourism
In this opening session, Chelsea Ruby, Cabinet Secretary for the West Virginia Department of Tourism will kick off the conference and welcome attendees with a review of “the state of tourism” in West Virginia and an exploration of 10 eye-opening statistics.
Location: Bear Paw Lodge at the Ski Area
9:15 A.M. to 10:15 A.M. – General Session – Tourism By the Numbers: Impacts and Trends
Speakers: George Zimmerman, Longwoods International – Bram Gallagher, AirDNA – Chris Pike, Tourism Economics
Moderator: Chelsea Ruby, Cabinet Secretary, West Virginia Department of Tourism
Data is a driving factor for the tourism industry – from visitor trends to the latest in economic impact. This panel of experts from Longwoods International, Tourism Economics, and AirDNA will dive into national trends as well as West Virginia-specific data.
Location: Bear Paw Lodge at the Ski Area
10:15 A.M. to 10:30 A.M. – Coffee & Networking Break, Sponsored by WVRC/MetroNews
Location: Bear Paw Lodge Patio at the Ski Area
10:30 A.M. to 11:30 A.M. – General Session – Innovators’ Showdown, Sponsored by Madden Media
Speakers: Innovators in West Virginia
Moderator: John Klemish, The Greenbrier Sporting Club
The Innovators’ Showdown will shine the spotlight on new programs and projects that creative West Virginians have developed throughout all aspects of the tourism industry. Seven presenters will have an opportunity to spend seven minutes or less sharing information about an innovative strategy that tourism professionals across the state may be able to implement and adapt in their home regions or organizations.
11:30 A.M. to 11:45 A.M. – Preview of Regional Collaboration Luncheon
Speaker: George Zimmerman, Longwoods International
Location: Bear Paw Lodge at the Ski Area
11:45 A.M. to 12:15 P.M. – Shuttles Run from Bear Paw Lodge at the Ski Area to Canaan Valley Resort
12:15 P.M. to 1:15 P.M. – Regional Collaboration Luncheon
Speaker: George Zimmerman, Longwoods International
Location: Pavilion at Canaan Valley Resort
1:30 P.M. to 4:00 P.M. – Individual Assistance Appointments
Please note that these are scheduled in advance. Book your appointments here.
Economic Development Appointments – Location: Pine Room
Work Force Training Appointments – Location: Hawthorne Room
New Market Connectivity Appointments – Location: Birch Room
1:30 P.M. to 5:00 P.M. – Media Marketplace
Visit the Media Marketplace to connect with our generous sponsors and partners!
Location: Aspen Room
1:30 P.M. to 2:30 P.M. – Learning Labs
Option A: Content Creator Lab – Building Your Asset Library: A Beginner’s Guide
Speakers: Abbey Reifsnyder, Sarah Jones & Emily Akers, Digital Relativity
Location: Spruce Room, followed by outdoor activity
View Session Description
The time to start building your photo and video asset library is now! Join the Digital Relativity team to learn how to best capture content on your smartphone and how to source existing content on social media (known as user-generated content or UGC for the experts out there). Weather permitting, there may even be an opportunity to get some fresh air as part of this hands-on learning lab.
Option B: Education Lab – Engaging K-12 Groups with Leave No Trace, Sponsored by National Parks Conservation Association
Speakers: Becca and Luke McGraw, Leave No Trace
Location: Balsam Room
View Session Description
Join Leave No Trace for this one-of-a-kind youth educator workshop that will prepare you to engage West Virginia youth through Leave No Trace’s successful stewardship curriculum. Activities may include resources from Leave No Trace’s website, Bigfoot’s Playbook, PEAK, TEEN program, and Social Media + Stewardship. Participants will also learn best practices for effectively reaching youth with Leave No Trace, including fun and interactive games and activities educators can use, whether online or in person, to teach students, campers, and other youth participants (ages 6 to 12) how to Leave No Trace.
Option C: Co-Op Advertising Lab – Pooling Our Resources, Sponsored by AKI Technologies
Speakers: Kevin Stoll & Shannon Lester, BVK
Location: Maple Room
View Session Description
In this learning lab, join Shannon Lester and Kevin Stoll of BVK for an interactive session as we explore how to make the most out of the West Virginia Department of Tourism’s Cooperative Advertising Program. Participants will step into the travelers’ shoes and take a fresh look at the customer journey, from inspiration and trip planning to booking. This hour will include exercises in planning a hypothetical customer journey with an unlimited budget, as well as exercises in prioritizing and finding budget-friendly options for cooperative advertising partners at all levels.
2:30 P.M. to 3:00 P.M. – Afternoon Refreshment Break, Sponsored by Expedia
Location: Aspen Room
3:00 P.M. to 4:00 P.M. – Learning Labs
Repeated schedule; please view the options above!
4:15 P.M. to 5:00 P.M. – Guided Hike
Guided by Mike Powell, Nature Conservancy
The hike will begin on the back deck of the lodge located at the end of the lobby.
From there a bird’s eye glimpse of the hiking area will be visible. From the back doors of the lodge. you will exit and hike on Deer Run Trail to Mill Run Trail. The destination of this hike will be a short spur of Mill Run Trail that overlooks the recently designated Natural Area, where you will retrace your steps back to the lodge. You will see open meadows, a recent tree planting site, mature spruce forests, and wetlands! The total length of the hike will be approximately 1.25 miles.
5:15 P.M. – Shuttle 1: Canaan Valley Resort to the Economic Development Detour at Valley View Cabins Build-Site
After spending about 30 minutes at Valley View Cabins, this Shuttle will continue on to the reception at Timberline Mountain
Valley View Cabin Resort (VVCR) in Canaan Valley is currently being developed as a new tourism destination in the region. It will feature one and two-bedroom luxury accommodations alongside a 8,500 square foot spa and retreat center. The project is being led by Steve White from Charleston and Chris Waters from Morgantown and is scheduled to be operational by ski season of this year. Stop by the site to see the cabins under construction and tour the property. Onsite we will further discuss the Tourism Development Act Tax Credit and how VVCR will be utilizing its benefits to further bolster their bottom line profitability.
5:45 P.M. – Shuttle 2: Canaan Valley Resort to Timberline Mountain
6:00 P.M. to 8:00 P.M. – Reception at Timberline Mountain, Sponsored by Timberline Mountain
Join us for an evening together with heavy appetizers, live music and refreshments – plus enjoy specialty s’mores hand-crafted by our West Virginia Chef Ambassadors.
Location: Timberline Mountain – 254 Four Seasons Dr, Davis, WV 26260
7:00 P.M. to 8:00 P.M. – Shuttles running between Timberline Mountain and Canaan Valley Resort
8:00 P.M. – Last Shuttle Departs Timberline Mountain back to Canaan Valley Resort
View Tuesday, September 12 Schedule
7:00 A.M. – Early Morning Yoga
Instructor: Anne Farmer, Mountain Yoga
Location: Pine Room/Outside
7:45 A.M. to 8:45 A.M. – Networking Breakfast
Location: Hickory Dining Room, Canaan Valley Resort
8:30 A.M. to 5:00 P.M. – Registration
Location: Canaan Valley Resort State Park – 230 Main Lodge Rd. Davis, West Virginia 26260
8:30 A.M. – 9:00 A.M. – Shuttles Begin Running from Canaan Valley Resort to Bear Paw Lodge at the Ski Area
9:00 A.M. to 10:00 A.M. – General Session – In Search of Wonder
Speakers: Will and Jim Pattiz, More Than Just Parks
Acclaimed filmmakers and outdoor tourism experts, the Pattiz Brothers, explore the secrets behind captivating audiences and instilling wonder through destination-based content.
Location: Bear Paw Lodge at the Ski Area
10:00 A.M. to 10:15 A.M – Coffee & Networking Break, Sponsored by TripAdvisor
Location: Bear Paw Lodge Patio at the Ski Area
10:15 A.M. to 11:15 A.M. – General Session: Increasing “More” Unity in the Outdoor Community and Beyond
Speaker: Earl B. Hunter Jr., Black Folks Camp Too
Earl B. Hunter, Jr. is an authentic storyteller. In this presentation, he will guide his audience to think from a solution point of view. He will present the three reasons why Black Folks have historically been left out of accessing the life-giving power of nature through outdoor recreation and discuss the impact this has had. Earl will share ideas on how we can all help to improve the situation. His high-energy fact-based presentation will focus on how important it is to INVITE and WELCOME “more” folks into the outdoors.
Location: Bear Paw Lodge at the Ski Area
11:15 A.M. to 11:30 P.M. – Shuttles Run from Bear Paw Lodge at the Ski Area to Canaan Valley Resort
11:30 A.M. to 2:00 P.M – Potomac Highlands Scavenger Hunt + Lunch On Your Own
Attendees should plan to carpool in scavenger hunt teams. Shuttle transportation will not be provided.
2:00 P.M. to 4:00 P.M. – Individual Assistance Appointments
Please note that these are scheduled in advance. Book your appointments here.
Economic Development Appointments – Location: Pine Room
Work Force Training Appointments – Location: Hawthorne Room
New Market Connectivity Appointments – Location: Birch Room
1:30 P.M. to 5:00 P.M. – Media Marketplace
Visit the Media Marketplace to connect with our generous sponsors and partners!
Location: Aspen Room
2:00 P.M. to 3:00 P.M. – Learning Labs
Option A: Video Lab – What’s the Deal with Reels?
Speaker: Annie Archer, Travel + Leisure
Location: Spruce Room, followed by outdoor activity
View Session Description
In this hands-on session guided by Travel + Leisure, learn about best practices for creating stunning vertical video content that will help to boost engagement for your destination’s social media channels. Beginners and seasoned content creators are encouraged to attend this session and get some practice in the world of reels.
Option B: Story Lab – Once Upon an Itinerary
Speakers: Kylee Krizmanic & Hilary Braaksma, Dotdash Meredith
Location: Balsam Room
View Session Description
Join Dotdash Meredith Travel Marketing’s Kylee Krizmanic and Hilary Braaksama for an engaging Learning Lab on the skill of turning travel itineraries into powerful storytelling tools. Discover how to weave your recommendations and expertise into captivating narratives that inspire travelers to explore and create their own experiences. We’ll guide you through a fun, interactive method to craft a personalized itinerary highlighting your destination’s distinct features, and we’ll help you refine your approach to appeal to different travelers across various platforms. By the end of the session, you’ll have a vibrant itinerary to share with prospective travelers.
Option C: Trail Development Lab – Finding Your Way
Speakers: Tim Johnson & Eric Woolridge, Destination by Design
Location: Maple Room, followed by a hike
View Session Description
In this Learning Lab, Destination By Design will guide participants through the process of evaluating and enhancing trails to understand how different user-groups experience these resources. This hands-on session will help tourism professionals understand the best questions to ask about trails in their areas and how to approach building and improving trail infrastructure in their areas.
3:00 P.M. to 3:30 P.M. – Afternoon Refreshment Break, Sponsored by Sojern
Location: Aspen Room/Media Market Place
3:30 P.M. to 4:30 P.M. – Learning Labs
Repeated schedule; please view the options above!
4:30 P.M. to 6:00 P.M. – Break
6:00 P.M. – Shuttles begin to Bear Paw Lodge at the Ski Area from Canaan Valley Resort
6:30 P.M. – 9:00 P.M. – Stars of Almost Heaven Awards Dinner, Beverages Sponsored by Dotdash Meredith, Live Music Sponsored by Canaan Valley Resort
You’re invited to don your favorite glamping attire and join us for an evening celebrating our industry’s best and brightest with regional camping-inspired cuisine and live music, capped off by stargazing and hot chocolate!
Location: Bear Paw Lodge at the Ski Area
9:00 P.M. – Shuttle to Star Party Learning Lab
9:00 P.M. – 10:00 P.M. – Star Party, Sponsored By Canaan Valley Resort State Park
Presented by: Kyle Wicks, GoPro
Location: Recreation Center at Canaan Valley State Park
Please note that the shuttle will transport attendees from Bear Paw Lodge at 9 pm to the Star Party.
The shuttle will leave the Star Party for the Main Lodge at 10 pm.
Enjoy hot chocolate, beer, and wine, thanks to Canaan Valley Resort State Park.
View Session Description
West Virginia is recognized internationally for its stargazing opportunities. In this nighttime learning lab, join photographer and dark skies enthusiast Kyle Wicks to learn about how to capture celestial viewsheds using your GoPro, plus general best practices for showcasing a dark skies destination.
View Wednesday, September 13 Schedule
11:00 A.M. – Check Out of Canaan Valley Resort
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