Dear Colleague:

The 2012 DTA Annual Meeting will be an event to remember, and definitely not to be

missed. This year’s theme is Design for Growth. Each of our speakers will give you the

necessary tools to design and prepare your company for optimum growth. In addition to

these top-notch speakers you’ve grown to expect at DTA meetings, this year will again

be a fantastic opportunity for networking with your colleagues from around the industry.

If you take a moment to review our lineup of speakers, you’ll see that our program is

phenomenal. And new this year is an optional dinner on Wednesday night at a local

winery. Hope you can join us!

You may wish to stay the weekend when you see the location for our meeting so make

your reservations early as weekends sell out quickly. The Silverado Resort and Spa in

Napa, California is an amazing venue. We’ve reserved all fireplace suites for you, so hope

you will take advantage of them, and all the other amenities Silverado has to offer.

(More information on the hotel and how to make your reservations is provided elsewhere

in the brochure.)

We will be in a resort setting so business or resort casual attire is appropriate, no need

to pack a tie! The weather should be perfect with highs in the low 70’s and lows in the

40’s. Cool evenings will definitely require a sweater or jacket.

Please take a look through this brochure for all the information you’ll need to make your

plans to attend. We look forward to seeing you this fall!

Sincerely,

dental trade alliance 4350 North Fairfax Drive, Suite 220

Arlington, VA 22203

2

Perry S. Lowe President, Axis SybronEndo

Gary W. PricePresident & CEO, DTA

 

DENTAL TRADE ALLIANCE 2012 ANNUAL MEETING

Silverado Resort & Spa

1600 Atlas Peak Road

Napa, CA 94558

707.257.0200

www.silveradoresort.com

Silverado Resort & Spa is the perfect gateway to the

enchanting allure of Napa Valley. Tucked into the rolling hills

of world-famous Wine Country, the resort unites state-of-the-

art conference facilities with endless leisure activities. Enjoy

wine tours and tastings at Northern California’s best wineries

and discover why Silverado Resort and Spa is a legendary

name in Napa Valley.

RESERVATIONS:

Reservations can be made now. DTA’s group rate is $240

per night, plus a $20 resort fee. Members must make a

reservation before Sept. 27, 2012 to receive this special rate.

After this, reservations will be accepted based on availability

at the prevailing best available rate. Visit our website (www.

dentaltradealliance.org) for more information and online

reservations or call the Silverado directly at 800.532.0500.

TRAVEL:

Plan to fly into San Francisco, Sacramento or Oakland.

Keep in mind that Napa is a bit of a drive from all three cities,

so you may want to rent a car. Shuttle service is available

from all three airports. Directions and more transportation

information are available on the DTA website

(www.dentaltradealliance.org).

• San Francisco International Airport (SFO) 55 miles/75 minutes

• Oakland International Airport (OAK) 50 miles/60 minutes

• Sacramento International Airport (SMF) 45 miles/60 minutes

One of the world’s most cherished vacation destinations, Napa Valley lures avid travelers with its spectacular natural beauty, rich history and celebrated agriculture. Whether you’re seeking the perfect pinot, a delicious farm-to-table meal or a superior day of golf, you’ll discover it here in Wine Country. To plan your trip, please visit Napa’s official website, www.legendarynapavalley.com. Here you will find all the information you need, including maps, to enhance your stay.

Napa, CA

ACCOMMODATIONS:

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DTA now offers online registration!Please visit our website

(www.dentaltradealliance.org)to register for the meeting.

The registration form is availableto print, if you prefer to mail inyour check. Members must becurrent on dues to qualify for

the member rates.

Registration Deadline:October 15, 2012

An additional $250 late fee will be charged to each individual registration made after that date.

on-lineregistration

4

TUESDAY, October 30

2:00 – 5:00 pm DTA Board of Directors’ Meeting

5:30 – 6:30 pm New Member Reception

6:30 – 10:00 pm Opening Reception and Dinner

WEDNESDAY, October 31

7:00 – 8:00 am Breakfast

8:00 – 9:15 am Welcome & Business Meeting

9:15 – 9:45 am DTA Foundation Report

9:45 – 10:15 am Networking Break

10:15 – 11:45 am Opening Speaker: Sergio Zyman

12:00 – 5:00 pm *Golf Tournament (boxed lunch provided)

2:00 – 5:00 pm *Tennis Tournament (lunch on own)

5:00 – 6:30 pm Sports Reception and Awards

6:30 pm *Dinner at Markham Vineyards

THURSDAY, November 1

7:00 – 8:00 am Breakfast

8:00 – 8:30 am Opening Remarks

8:30 – 10:00 am Speaker: Jeanne Liedtka (Part I)

10:00 – 10:30 am Networking Break

10:30 – 12:00 noon Speaker: Jeanne Liedtka (Part II)

12:00 – 6:00 pm Open Afternoon

6:00 – 8:00 pm Live Auction and Reception

8:00 – 10:00 pm Closing Dinner with Speaker: David Feherty

FRIDAY, November 2

7:00 – 8:00 am Breakfast

8:00 – 8:15 am Opening Remarks

8:15 – 10:00 am Speaker: Avinash Kaushik

SCHEDULE *Additional Fee required for these Optional Events

CANCELLATION POLICY:Cancellations received on or before Oct. 9 entitle registrant to a full refund

less a $100 administrative fee. Those received between Oct. 10 and Oct.

23 will receive a 50 percent refund. There will be no refund for cancellations

received after Oct. 23, or for no-shows.

REGISTRATION CATEGORIES AND FEES:

DTA Member Primary Attendee $1,550

DTA Member Additional Attendee (same company) $1,150

DTA Member Spouse/Guest $550

Non-Member Primary Attendee $2,500

Non-Member Spouse/Guest $2,500

DTA Guest Dental Organization Representative $950

DTA Guest Dental Organization Spouse/Guest $950

Children (12 and older) $500

Children (11 and younger) No Charge

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DENTAL TRADE ALLIANCE 2012 ANNUAL MEETING

FEATuRED GuEST SPEAkERS

Jeanne M. Liedtka

Professor of Business

Administration at the

University of Virginia Darden

Graduate School of Business

Jeanne M. Liedtka is a

faculty member at the Uni-

versity of Virginia’s Darden

Graduate School of Busi-

ness, where she works with

both MBAs and executives

in the areas of strategic

thinking, innovation and

design and leading growth.

Her passion is exploring how organizations can engage employees at

every level in thinking creatively about the design of powerful futures. In

her book The Catalyst: How You Become an Extraordinary Growth Leader,

she speaks to all managers who have ever been handed ambitious growth

targets but little guidance on how to hit them.

Jeanne received her DBA in management policy from Boston University

and her MBA from Harvard Business School.

5

REgISTRATION CATEgORIES AND FEES:

Sergio ZymanMarketing Visionary,

Former Chief Marketing

Officer of Coca-Cola and

Author

Sergio Zyman is the

former Chief Marketing

Officer of The Coca-Cola

Company. Zyman has

conceived a revolution-

ary set of principles that

are proven to translate

marketing strategies into

positive business results.

The only definition of

marketing success, he

upholds, is “selling more stuff, to more people, more often, for more

money, more efficiently.”

In his book Renovate Before You Innovate: Why Doing the New Thing

Might Not Be the Right Thing, Zyman explains the tools managers need

to revitalize their marketing strategies and improve their growth rates.

Zyman is best known for re-conceptualizing Coca Cola’s marketing

strategy and boosting worldwide annual sales, the most explosive

growth period in the company’s history. This success led Time maga-

zine to name him one of the three key pitchmen of the 20th century.

David Feherty

Golfer and

PGA Announcer

David enjoyed a

successful professional

career, with 10 victories

worldwide and over $3

million in prize money.

He captained the

winning Irish team in

the 1990 Alfred Dunhill

Cup and played on the

European Ryder Cup

Team in 1991,

an experience that

rejuvenated his fervor

for golf. He now works as a broadcaster with CBS Sports and hosts a

weekly primetime talk show called Feherty on Golf Channel.

David’s success extends beyond broadcasting. He’s authored 6 books,

several making the New York Times bestsellers list. Each is “chocked

full with belly-busting humor,” including his latest bestseller, The Power

of Positive Idiocy (Doubleday 2010).

Avinash Kaushik

Co-Founder of

Market Motive, Inc.

Through his blog,

Occam’s Razor, and

his bestselling book,

Web Analytics: An

Hour A Day and Web

Analytics 2.0, Avinash

kaushik provides

techniques that will

help you develop a

customer-centric

mindset without

sacrificing your company’s bottom line.

He has become recognized as an authoritative voice on how

marketers, executives teams and industry leaders can leverage data to

fundamentally reinvent their digital existence. Avinash puts a common

sense framework around the often frenetic world of web analytics and

combines that with the philosophy that investing in talented analysts is

the key to long-term success.

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AUCTION: Each year the DTA hosts a silent and live auction during the

Annual Meeting. This is an opportunity for your company to

purchase ad spaces in industry magazines, as well as fi nd

one-of-a-kind items that you can’t pass up. Proceeds from the

auction support DTA educational programing. A portion of the

proceeds also supports the Dental Trade Alliance Foundation.

Please consider donating items to the auction. Whether it’s a

long weekend at your summer/winter home, sports or show

tickets, hosting a special dinner, or a round of golf and lunch at

your local club, all donations are appreciated. All donor logos

will be displayed in the auction program.

6

Printed Program $4,000

Hotel Room Keys $5,000

Wine Chiller Bags with company logo $3,000

Opening Reception & Dinner (Tuesday) $10,000

Breakfast (Wednesday) $2,500

Speaker: Sergio Zyman, Marketing Visionary (Wednesday) $7,500

Networking Breaks - includes cup with company logo (Wednesday & Thursday) $3,000

Sports Reception - All attendees welcome to attend (Wednesday) $4,000

Sports Awards $2,000

Golf Tournament $5,500

Beverages/Boxed Lunches $2,500

Complimentary Beverage Cart $1,500

Golf Balls $2,000

Golf Tees $2,000

Golf Holes (17) $500 ea.

Challenge the CEO Hole $3,000

Tennis Tournament $1,500

Transportation to and from Dinner at Markham Vineyards $4,000(Includes attendee gift with your company logo)

Breakfast (Thursday) $2,500

Speaker: Jeanne Leidtka, Strategy Consultant (Thursday) $7,500

Speaker: David Feherty, Pro Golfer & PGA Announcer (Thursday) $7,500

Auction & Reception (Thursday) $5,000

Closing Dinner (Thursday) $10,000

Breakfast (Friday) $2,500

Speaker: Avinash Kaushik, Web Analytics (Friday) $7,500

Visit our website (www.dentaltradealliance.com) for sponsorship availability.

DTA 2012 ANNUAL MEETINGSPONSORSHIP OPPORTUNITIES

AUCTION:

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ACTIVITIES:

Optional Dinner at Markham VineyardsOctober 31, 2012 6:30 p.m.

Please join us to experience a wine tasting reception and seated dinner at the historic Markham Vineyards, one of Napa Valley’s very first wineries, which was built in 1879. Cost for this event is $160 per person and includes transportation to and from the vineyard. The Vineyard is also offering DTA attendees a 20% discount on wines. Payment for this event can be made online (www.dentaltradealliance.org).

Markham’s history began in 1852 when Bordeaux immigrant Jean Laurent came to California to seek gold. Instead he built his first winery in 1874, a modest wooden structure. Business was good and, five years later, he built the stone cellar that is the heart of the present-day winery. Laurent was one of the largest producers in the 1880’s California wine boom. After Laurent’s death in 1890, the winery continued operating under a succession of owners.

Bruce Markham arrived in Napa Valley almost 100 years later, and purchased the old Laurent winery, which was operating as a cooperative at the time. In 1978, he founded Markham Vineyards and the old Laurent winery was reborn. Markham focused on cabernet sauvignon in its early days and introduced the Markham Merlot with the 1980 vintage. From 1978 to 1988 the winery’s production increased from 3,500 cases to 20,000 cases.

In 1988, the old Laurent Winery once again took on another life. The Mercian Corporation bought the winery and began an ambitious four-year, multimillion dollar renovation, expansion and vineyard-replanting program. These efforts would more than double the capacity and make Markham one of the most advanced and stunning winemaking facilities in the country. Even through the dust of the renovation, Markham was able to produce three of the number-one rated wines from California, as judged by Wine Spectator magazine.

DTA golf TournamentOctober 31, 2012 12:00 - 5:00 p.m.

Please make your plans to join us for our annual DTA Golf Tournament. The cost is $160

per golfer plus $48 club rental, if needed. In 2012, Golf Week voted Silverado’s golf

course among the Top 50 Best Resort Golf Courses. Redesigned by PGA Hall of Famer

Johnny Miller, the course features dozens of water crossings, elevation changes and routing

through historic oak trees. The challenge, visual sensation and special ambiance of Silverado

set the standards by which all others are measured. New in 2012! Beat the CEO on the

challenge hole and get one entry to win a certificate for a set of new custom golf irons! Payment for this event can be made online (www.dentaltradealliance.org).

DTA Tennis TournamentOctober 31, 2012 2:00 - 5:00 p.m.

The DTA Tennis Tournament will once again be offered this year. Tennis enthusiasts will enjoy 13 world-class plexi-pave tennis courts. Come see why Silverado was recently voted among the top 50 tennis resorts. The cost is $25 per player. Payment for this event can be made online (www.dentaltradealliance.org).

Silverado “Choice Award” Roman-Inspired Spa

While at Silverado, come visit the spa and see why it was chosen as a winner of the 2011 SpaFinder Readers’ Choice Award. Spanning 16,000 square feet, the Roman-inspired spa is the largest private resort spa in the region and offers endless opportunities for lasting renewal. The Spa is offering our attendees a 10 percent discount on all services. Check our website (www.dentaltradealliance.org) for a menu of their services.

DENTAL TRADE ALLIANCE 2012 ANNUAL MEETING

7

Registration Deadline: October 15, 2012

Dental Trade Alliance 4350 N. Fairfax Drive, Ste. 220, Arlington, VA 22203 P 703-379-7755 F 703-931-9429 dentaltradealliance.org

4350 N. Fairfax Drive, Suite 220Arlington, VA 22203

Follow us @DTANews using #DTAmtg for more Annual Meeting information!

dental trade alliance