InnSpire Summit & Marketplace Schedule of Events

Sunday, January 29 – Wednesday, February 1, 2017 The Queen Mary, Long Beach

(Schedule Subject to Change)

SUNDAY 1/29/2017 10:00 am – 6:30 pm Registration Desk Open 1:00 – 5:00 pm State Association Leaders Forum 1:00 – 5:00 pm Allied Partner “Spotlight Sessions” 1:00 – 4:30 pm BedandBreakfast.com Lunch & Learn 4:00 – 5:00 pm Room Host Meeting 5:30 – 6:30 pm Meet and Greet Welcome Reception

MONDAY 1/30/2017

7:00 am – 7:00 pm Registration Desk Open 7:00 am – 8:00 am Continental Breakfast 7:00 am – 8:00 am AIHP Member Breakfast 8:15 am – 9:45 am Grand Opening/General Session

Winning Guests Over with Online Reviews Have you ever suspected that reviews on Yelp and TripAdvisor smell a little funny? Prepare to have your suspicions confirmed and your mind blown by the scope of the problem. Manipurated is a hard-hitting look at the powerful and misunderstood online rating-and-review industry – a multibillion-dollar niche business that has operated under the radar since its inception. Outspoken insider Daniel Lemin pulls the plug on the fraudulent, harmful and unethical practices of ratings and reviews companies and gives business owners tangible, real-world advice for fighting back and winning. Online reviews are the No. 1 source of prospective guests – if you want to protect and grow your business, you need to know what you’re up against. Don’t miss this vital program - it’s packed with tangible tactics you can implement immediately. Presented by Daniel Lemin, Senior Strategist, Convince & Convert

10:00 am – 11:15 am Concurrent Sessions Meetings and Weddings: More Revenue for the Full-Service Property Learn the basics of how your inn, big or small, can earn extra revenue by hosting events. Experts show you how corporate meetings, weddings and family reunions can drive big dollars directly to your bottom line. This session will focus on the feasibility factors to consider in hosting events at your property, and how to craft a plan to bring in the business. Get the inside scoop from “those in the know” before investing your time or

money. Nathan DePetris, Quiet Creek Inn, moderator; Laura Ackley, Buhl Mansion Guesthouse and Spa; Rhiannon Eddy, The Purple Orchid Wine Country Resort and Spa; Carrie Ohlandt, Sayre Mansion Back of House Path Benchmarks for the New Innkeeper: How do I Measure my First Year in Business? Besides looking at the bank balance, what other numbers and statistics should a new innkeeper look at to analyze their new endeavor? From occupancy to revpar, to ADR, your google position, and TripAdvisor reviews, these professionals will sort out and guide you as to what’s important to gauge your success in those first few years. Dan Lynch, Innkeeper Emeritus; Peter Scherman, The B&B Team New Innkeepers Path Coffee, Tea and Me: A Deeper Look into Coffee and Tea Service Tea and coffee are more popular than ever, but do you know how to tell the difference between good coffee and bad coffee? Do you know how to wow your guests with a formal tea service? Join our experts to explore these items and so much more. Learn about different types of coffee and tea, how to store them for optimal freshness and flavor, and to offer different service options to guests. Coffee expert Greg Torres will discuss how coffee is made, the history of coffee and what lies ahead. Innkeeper Tracy Mahr will use her formal tea-time expertise to explain tea-time options and share how she has made tea service an integral part of her guest’s B&B experience. Tracy Mahr, La Belle Epoque; Greg Torres, Peerless Coffee & Tea The Guest Experience Path Social Media for the Busy Innkeeper The most successful businesses on social media have developed a smart marketing strategy that includes setting goals and objectives, utilizing the best tools to engage with their target audience, and consistently analyzing their ROI. In other words, there is a lot to do when it comes to social media. As a busy innkeeper, how can you do all these things and still manage the other stresses of your job? During this hands-on workshop, you will learn how to make the most of your time and resources and unleash the power of social media to take your social engagement to the next level. You will learn the most relevant, proven tactics for social media success that will save you time and money. Be sure to jot down the 5 powerful tools for saving time and improving ROI. Alex Cameron, Founder and CEO, Signature Marketing Consulting Heads in Beds Path The Dynamics of Creating Consistency We live in a world with high expectations for customer service. Your reviews and reputation create expectations before guests even arrive. How do you hit that mark consistently every day? How do you convey to staff your commitment to extraordinary customer service? From a task list that is easily followed to a culture of attention to every guest detail, this session shows how to deliver on the promise your marketing makes. Learn how to define and create your standards for quality and your plan to deliver it. Eliot Dalton, Inn Consultant & Broker, moderator; Jim Beazley, Beazley House B&B; Katherine Brown, Bloomsbury Inn; Leslie Mulcahy, Rabbit Hill Inn The Guest Experience Path Website Usability for More Online Bookings What’s up with that big bounce rate? If you are not getting the engagement or number of on-site bookings you want, it might be your site usability. We will discuss the latest usability standards to consider when designing or hiring someone to design your site. Learn how to get a pleasing and effective site, with just enough information and streamlined navigation. Cindy Bachmann, Innkeeper’s Advantage Heads in Beds Path

11:30 am – 12:30 pm Concurrent Sessions Automation and Innovation for More Money This session offers a systems overview and innovative solutions, including email marketing, revenue management and other programs, to automate the business, save time, and generate more revenue. The second half of the session will present some innovative solutions and novel products, pointing out features that may be important to consider and weigh in assessing the benefits of a system. Marc Kassouf, StayIDYLLWILD Grp - Quiet Creek Inn Back of House Path California Specific Legislative Update CABBI Legal Advisor Jim Abrams will have an update on laws that will affect California properties. Some of the topics to be covered will include service animals and ADA issues, details of the January 2017 carbon monoxide requirement, proposed new rules for exempt employees, new regulations for pools and spas, and a prohibition against warrantless searches of hotel guest information. Jim Abrams, Legal Advisor, California Association of Boutique & Breakfast Inns Back of House Path How Airbnb and Professional Bed and Breakfasts Can Collaborate and Win Together Founder and former CEO of Joie de Vivre Hospitality, which created and managed 52 boutique hotels and B&Bs, Chip Conley joined Airbnb in 2013, one of the largest online travel platforms in the world with over 100 million guests using Airbnb properties for short-term stays. A growing number of professional innkeepers are taking advantage of these platforms, listing themselves as “hosts” and finding success in reaching this new segment of traveler. Professional bed and breakfast owners share a commonality with Airbnb to connect people with unique lodging experiences. Chip will be discussing how bed and breakfast owners can collaborate with Airbnb, as well as share his perspective on the sharing economy and where Airbnb and the small independent lodging industry align. He will also share his perspective on what he feels the future holds for the industry. Questions? Come ask. Chip Conley, Head of Global Hospitality and Strategy, Airbnb Heads in Beds Path Revenue Beyond the Guest Room: Mechanics of Creating a Great Package Every innkeeper wants to add revenue to the bottom line and packaging is one of the easiest ways to do so. This session will cover every step required for creating a great package including defining what is a good package for your inn, putting together the “parts” of the package, finding local vendors to partner with, pricing, marketing & implementing the package and costing out the package to determine your profit. Andrea Bushweiler, The Lakehouse Inn & Winery; Tim Piper, InnPartners Heads in Beds Path Cutting to the Chase: What Really WOWS Today’s Traveler? Hotels are upping their game to personalize the guest experience. We own that space in the marketplace; we are the personal, experience-based alternative. What are the best practices that help you succeed in the “experience based travel” business model? This session focuses on how to use the information guests provide when you are truly paying attention to evaluate, create and renew your offerings. Bruce Abney, El Morocco Inn & Spa, moderator; Terry Hammer, Hermann Hill Vineyard, Inn & Spa; Karen Lynch, Lynch Hospitality Consulting The Guest Experience Path

12:30 – 1:30 pm Marketplace Opening and Lunch 1:30 – 2:30 pm Shop the Marketplace 2:30 – 3:45 pm Concurrent Sessions Making the Most of Your Outdoor Spaces – Landscaping & Gardening Tips Felder Rushing loves gardening. He has written some 18 books, thousands of newspaper and magazine articles, hosted a radio show (The Gestalt Gardener), and founded what he calls Slow Gardening. Be inspired to rethink your outdoor space with some practical and affordable solutions to your landscaping challenges. Our horticulture and landscaping expert will guide you with a visual presentation of successful transformations from around the country. You will leave this session with new ideas to transform your garden and create special spaces for the guest’s enjoyment. Felder Rushing, The Gestalt Gardener Back of House Path Entice Your Guests By Creating Your Own Cinemograph A hands-on workshop using your own cell phone to capture moments at your inn. You will be able to use these techniques to keep your Facebook and other media sources interesting and current. Participants will get many tips from a seasoned professional to enhance the photography used on their websites with an emphasis on the guest experience while at the property. Marcus Berg, Unique Angles Photography Heads in Beds Path Spotting Fake IDs and Preventing Fraudulent Charges Identity theft and fraudulent credit cards continue to cost the lodging industry lots of money. Verifying a guest’s identification is the first line of defense to stopping fraud. This session teaches attendees how to recognize fake IDs and currency. Glen Garrity, G2 Safeguards Back of House Path Mastering Social Media Advertising Are you overwhelmed with trying to figure out how ads work on social media? Have you tried creating a Facebook, Twitter or LinkedIn ad hoping to drive sales, but received little to no ROI? Successful Facebook ad campaigns can serve as a lucrative source of leads and sales for your business. Whether you want to attract potential clients to visit your website or build a loyal and engaged community, social media advertising can help you solve your greatest business challenges. This workshop will walk you through how to create highly targeted Facebook ads for every industry and budget. After completing this workshop, you will be able to:

● Determine when it is best to use social media ads for your business ● Understand the difference between social media ads and other forms of digital advertising ● Master the six essential components of a successful Facebook ad ● Utilize the newest features of Facebook advertising to increase marketing ROI

Alex Cameron, Founder and CEO, Signature Marketing Consulting Heads in Beds Path Generating Alternative Revenue by Creating and Marketing the Experience Join a panel of innkeepers that have successfully increased revenue by discovering different ways of generating alternative revenue streams. Are you debating a day spa or spa packages? Pondering if small, onsite weddings will work for you? Will cooking classes work at your property or opening a small retail corner? Can you expand your concierge service? What is unique about the property that can help position you to maximize its potential in putting money in the bank? There are many opportunities beyond a room’s revenue to supplement your cash flow and add to the guest’s experience with ideas that are packaged and

menu driven. Susan Steffan, Farmers Guest House B&B, moderator; Bruce Abney, El Morocco Inn & Spa; Mia Richardson, Comphy Company; Kathleen Smith, Saratoga Arms The Guest Experience Path Moving off site? Adding Another Property to Your Brand? Interested in owning one or more properties, but not in operating them? Today the owner of a successful business has a variety of options to explore before selling. Should one hire a team or maybe a management company to operate the inn? Is a lease option agreement a consideration? Hear essentials from seasoned professionals before making a copy of the office key! Linda Hayes, Innkeeper Emeritus, ijk Partners; Heidi Lanford, Iris Inn; Shelley Post, Four Sisters Inns Back of House Path

3:45 – 4:45 pm Break/Shop the Marketplace 4:45 – 6:00 pm Concurrent Sessions Why B&Bs and Inns of all Sizes need a PMS Reservation System, and How to Choose the Right One for You This session dives deep into what a property management system is and why every property needs one, even if the property is two rooms. The presenter, a successful systems consultant and IT professional turned innkeeper, will review features, classifications of reservations (PMS) systems, and how to pick the right PMS for you and your inn. There are no bad systems, only bad system selections. Learn about right-sizing and selecting for functionality and growth, and then look at a sample of the most common PMS features as well as some of the lesser known options. Marc Kassouf, Quiet Creek Inn Back of House Path Staff Management & Development For many innkeepers, hiring and retaining great staff in 2017 will be one of the biggest challenges. This session will review new overtime issues, various compensation packages for staff and managers, and suggestions on how to keep people happy. We will touch on employee handbooks, job descriptions, motivating and disciplining staff, developing the management team (if you have one), and creating a team environment that keeps guests coming back time and time again. Liz Hall, Inn at Playa del Rey Back of House Path The Guest Room Reborn: Minimal Investment for Maximum Impact Do your guest rooms appeal to the changing tastes of today's travelers while maximizing guest comfort? Using their vast collection of guest room photos, Mark and Matthew of Jumping Rocks Photography share how many of their clients have completed jaw-dropping transformations and spent very little money in the process. Best of all, these "reborn rooms" actually increase occupancy and revenue. Don’t miss the opportunity to hear these guys and get energized, motivated and inspired to make impactful changes. Matthew Lovette and Mark Smith, Jumping Rocks Photography Back of House Path Brilliant Doable Breakfast Concepts Learn how to exceed the guest’s expectations while being true to your style. Figure out how to take advantage of the local food scene to keep breakfast relevant to today’s traveler. Surprise and satisfy even your toughest vegan, celiac, or allergy-prone guest. Simple recipes and serving techniques for plated, buffet, full or continental breakfast and breakfast-to-go options will be covered. Deb Mosimann, Swiss Woods Bed & Breakfast Inn and Yvonne Martin, The White Oak Inn The Guest Experience Path

The State of the Marketplace: Are Inns Selling? Are Banks Lending? Are there Buyers and What Are They Looking For? Innkeepers always have an interest in these questions and their answers. Inns are selling, and banks are lending. But there are criteria that must be met for buyers to buy and banks to lend. Understanding what buyers, lenders, and appraisers are looking for is essential for innkeepers to understand how best to price their inns realistically. In this session, we will discuss the metrics for the sale of financially viable inns using data from inn consultants and brokers around the country. Critical topics of owner’s quarters, condition, record-keeping and all the components necessary for a successful sale will be a part of the discussion. Come prepared with your questions … and you will get the answers! Peter Scherman and Rick Wolf, The B&B Team Back of House Path

6:15 pm – 7:30 pm Marketplace Reception

TUESDAY 1/31/2017 7:30 am – 6:00 pm Registration Desk Open 7:30 – 8:45 am Continental Breakfast in Marketplace 7:30 am – 5:45 pm Marketplace Open 7:30 am – 8:45 am CABBI Member Breakfast 9:00 am – 10:15 am Concurrent Sessions To ReBrand or Not Rebrand, That is the Question! As a new innkeeper, does your new inn need a branding facelift or just some nips and tucks? Good marketers understand the power a brand has on consumers and the marketplace. In this session we define what makes up the branding of an inn, how to evaluate the strength of the brand, and what needs to be considered before making changes to your physical property and your online presence. Annabelle Hunton, Nobnocket Boutique Inn; Karen Lynch, Lynch Hospitality Consulting; Patricia McCauley, InsideOut Solutions Inc. New Innkeepers Path Housekeeping and Laundry “Tricks of the Trade” Learn the tried and true secrets for fluffing up towels, the best way to treat hardwood floors, and steps to take when making the perfect bed. In this session, learn best practices with a focus on using natural cleaning products over chemicals that harm the environment, and explore techniques to better train your housekeeping staff and elevate cleanliness for the comfort of guests. Twyla Sickmiller, Innkeeper Emeritus, Turkish Towel Company Back of House Path Inspiration from Independent Hospitality Professionals of Non-Traditional Inns The challenges of owning and operating a non-traditional lodging property can be significant, but also rewarding. The panelists in this session represent facilities unique in location, marketing approaches, and operations. One exists as a 501(c)(3) and is reached by a short boat ride. Another is located high in the Sierra Nevada Mountains where fire is a threat, and power and water can be a challenge to provide. Another totally reinvented their property and business model when enotourism became a pursuit. Uncovering non-traditional lodging options may be just the inspiration you have been looking for to move down a new path in

satisfying personal or business goals. Paul Bullock, The Eagle Inn, moderator; Ginevra Boyes, Sylvan Valley Lodge; Desiree Heveroh,East Brother Light Station; Mike Riddle, Kit Carson Lodge Back of House Path OTA’s - How To Part with Room Nights While Increasing Revenue and ADR Is your property ready to make the leap into the world of online travel agents, such as Expedia and Booking.com? Or perhaps you have grown too reliant on the OTA’s and your profitability is suffering. This session explains to what extent you should be playing in the OTA world. Learn proven strategies for filling rooms when you need to and how to negotiate for the best rate. Have you found yourself stuck between a rock and a hard spot when it comes to OTA’s, rate management, and the added competition of companies like Airbnb and VRBO? This session will show you how to fill rooms, and maximize ADR, RevPar, and occupancy as well as how to increase direct marketing dollars to lessen over dependence on the OTA’s. Learn to harness multiple powerful marketing tools to take control over your revenue. Allison Crumpton, Scott Crumpton, and Chris Kelly, White Stone Marketing Heads in Beds Path Revenue Management: Is it Only for Large B&Bs and Hotels? What rates should you be charging on what dates in order to maximize revenue? The discipline of revenue management requires good historical data, educated guesses about what the demand for your rooms will be in the future, and excellent tools to process that information. This session will introduce you to the tools large hotel chains use to manage their revenues, but adapted specifically for the small property owner and manager. Be ready to get started with professional revenue management at your property. John Spear, Hotel Drisco Heads in Beds Path Financial Benchmarking – Getting More Profit from Your Inn Get 2017 off to a great start by comparing your operations in several areas: income per room and new yield management ideas, fixed and variable lodging expenses, marketing initiatives, payroll and staff incentives, and cash flow issues for both lodging and weddings. Receive P&L summaries from an inn with 21 years of year-over-year increased revenue. Leave this session with details on how to improve your operations in 50 specific areas with a checklist that you and your staff can use to make 2017 the best year ever. Terry Hammer, Hermann Hill Vineyard & Inn Back of House Path

10:30 – 11:45 am General Session

An In-depth and Personal Look at ADA and How It Affects your Property Jan Garrett is an expert in ADA laws and provides information, training, and materials to businesses as part of one of 10 regional ADA centers across the United States. In her session, Jan will cover ADA laws for lodging properties and general requirements under Title 3. She will touch on reasonable accommodations, accommodating a service animal, providing aides and services to disabled guests, and the buying power of the disability community. Jan will also focus on disability awareness and etiquette, different types of disabilities, and what is required by law for your property. Presented by Jan Garrett, Program Manager, Pacific ADA Center

11:45 am – 12:45 pm Lunch in Marketplace 12:45 pm – 2:00 pm Shop the Marketplace 2:00 – 3:15 pm Concurrent Sessions

Retargeting Customers: Responding to Customer Behavior for Higher Conversion Rates Most businesses only pay attention to the guests that make reservations. This presentation is going to show you why we should pay attention to the guests that are not making reservations. There are a large number of potential customers who visit your website, attempt to identify if they want to stay, and are leaving. Today's technology allows us to track the reservation abandonment. More importantly, it provides us with new and innovative ways to retarget these customers under different marketing campaigns. Find out in this presentation the many options that are available to you so that you can effectively improve your marketing strategy and increase your bookings! Richard Aday, Think Reservations Heads in Beds Path Payments Intelligence 2017 This session will cover the latest developments in payment processing technology, rates and fees, and data security. It will be a chance for attendees to get answers to their questions on all aspects of payment processing from a payment professional with thorough knowledge and experience in the innkeeping industry and F&B operations. Wynn Salisch, Casablanca Ventures Back of House Path Did someone say Insurance? Led by an experienced and knowledgeable educator, this workshop has been well received at state and national conferences from the east to west coast including South Carolina, Illinois, New Mexico, California and Alaska. This energizing and engaging session is highly interactive and includes claims case studies from the lodge and inn industry. Participants will learn how risk management can influence business decisions and the bottom line in unexpected ways. This workshop is a key professional education component for lodge and inn owners. Mitch Pies, Mitchell J. Pies Insurance Agency Back of House Path Adapting to the Shared Economy Phenomenon Airbnb is a multi-billion-dollar company that has become a major player in the accommodations industry, capitalizing on one of the biggest influences in the economy today – a sharing economy. Innkeepers are learning and adapting in order to thrive in this changing environment. During this session, you will be hearing from our panelists on how best to participate and maximize your presence on Airbnb’s host website. The panel will also discuss best practices on how to work closely with your local jurisdictions to follow applicable regulations as hosts. Ron Fry, Devereaux Shields B&B, moderator; Ann Callahan, Hillcrest House B&B; Russ Herschelmann, Old World Inns; Cameron Houser, Regional Market Manager, Airbnb; Rick Wolf, The B&B Team Back of House Path Cross Promotion to add Depth and Magic to the Guest Experience This session emphasizes how to work with local farmers, galleries, retail shops, artists, adventure tour providers, local attractions and others in the hospitality business. The partnerships can strengthen your offerings and build a strong community focused on travel and tourism. Create a win-win for your business, your local partners, and the community. Marti Mayne, Maynely Marketing, moderator; Kathy Hartley, Lavender Inn; Janice Hurley, BedandBreakfast.com; Guy Pacurar, Brewery Gulch Inn; Eric Taubert, Hartwell House Inn The Guest Experience Path

3:15 – 4:15 pm Break and Shop the Marketplace 4:15 – 5:30 pm Concurrent Sessions

Personal & Professional Development A panel of seasoned innkeepers and professionals will guide you through the habits and skills to stay physically, mentally and professionally on top of the game. They will share the pros and cons of generational innkeeping, tips for long term sustainability, or the realization it is time to transition out of the business. How does one keep a sense of humor and enjoy a personal life while juggling the demands of innkeeping? Ellen Grinsfelder, Inn & Spa at Cedar Falls, moderator; Carolyn McGee, The Inn at 400 West High; William Murray, Montford Inn; Amy Smith, Saratoga Arms Back of House Path Emergency Preparedness Planning This session is led by a staff member of the California’s Governor’s Office of Emergency Services, but the content is appropriate no matter the state from which you hail. Part of the talk will focus on how to work with your local emergency services team to include your business in community preparedness and planning. Perhaps, most important is what you can do to prepare your business, staff, and guests in the event of a disaster. Abigail L. Browning, CA Governor’s Office of Emergency Services Back of House Path How One Person Can Improve Guest Reviews In today’s world of digital courage, people are quick to give their opinions and write bad reviews. What if there was a way to prevent these? What if we could address someone’s concerns and complaints before they took to the internet? We can! In this session learn how the engagement of your staff will be directly correlative to your guest reviews and what practical things can be implemented to improve guests' experience. Joshua Evans, author of Enthusiastic You! The Guest Experience Path Tablescapes and Pretty Plate Take a fresh look at your dining space and consider options for enhancing the guest experience. Urban Inn? Add a public transportation map as placemat or table cover. Family friendly? Create a local treasure hunt and provide the clues at breakfast to keep family members of all ages engaged. Historic Inn? Use a few antique pieces mixed with clean modern style to evoke the era without overwhelming today’s traveler. Get plating ideas that enhance the food and reflect your personality. Find great online resources to spark creativity for rethinking your food presentation. Donna Cain, Captain Freeman Inn; Stephanie McCaffrey, McCaffrey House Bed & Breakfast; Nancy Miller, Southmoreland on the Plaza; Lynnette Scofield, The William Henry Miller Inn The Guest Experience Path

5:30 pm Silent Auction Results! 5:30 – 6:30 pm Future AIHP Leaders Gathering 6:30 – 11:00 pm InnSpire Gala Dinner Event

WEDNESDAY 2/1/2017

7:30 am – Noon Registration Desk Open 7:30 – 8:45 am Continental Breakfast in Marketplace 7:45 am – 8:45 am Select Registry Member Breakfast

9:00 am – 10:15 am Concurrent Sessions Federal Employment and Labor Law Update – an Insider’s Guide for Hospitality Employers This session will focus on the latest federal employment and labor law developments that impact hospitality employers. We will explore the legal and practical issues related to workplace accommodations for employees. We will discuss the implications of and compliance with the EEOC’s guidance on the use of criminal background checks, dealing with pregnant employees, discrimination, the NLRB’s scrutiny of employer social media, and other important employer policies. The session will also provide an overview of the U.S. DOL’s sweeping new regulations that affect exempt employees and the agency’s guidance on independent contractors. There will be time for general questions and discussion. Andria Lure Ryan, Attorney, Fisher & Phillips, LLP, Atlanta, Member AH&LA; Rob Fulton, CEO, AIHP Back of House Path Marketing for the New Innkeeper: What You Need to Succeed With so many marketing options available, it is difficult to determine where to start and what to keep if you are a new innkeeper or if you have just purchased an inn, are converting a property, or have not purchased one yet. Whether it is working with local press, travel boards or bureaus, or engaging guests on your website, social media and through digital outlets, this session will help you prioritize where to spend your money, how much time to dedicate to each channel, how to track your efforts, and how to get the most bang for your buck. Mary White, BnBFinder.com and author, Running a Bed and Breakfast for Dummies; Scott Bushnell, Bushnell & Bushnell Services, Inc.; Rhiannon Eddy, The Purple Orchid Wine Country Resort and Spa New Innkeepers Path What’s Next? Reaching Objectives for Success You have mastered the operation of the inn and are providing guests a world-class experience. What’s next? Local lodging markets are dynamic environments that can present opportunities for growth, downsizing or a graceful exit from the inn business. Whether seeking to add rooms, acquiring multiple properties, or selling part or all of the property, best practices and lessons learned are available to help you make informed decisions, create a strategy, and determine the what, when and how of your move. Carol and Tom Edmondson, Innkeepers Emeritus, Innkeeping Specialists Back of House Path Dealing with the Skeletons in your Digital Closet Your website is no longer the end-all of your marketing plan, but just the beginning. No matter how awesome a website may be, it cannot stand alone. Off-page influences such as in-bound links, NAP (Name, Address and Phone), duplicate content, OTA (Online Travel Agency) influences in your local listings, and a variety of other signals that Google uses for placement can cause your website to have lower placement and thus make it less effective in driving you the business you expect. Come to this informative session and we will show you how to determine which skeletons are hiding in your digital closet, and how to deal with them. Lisa Kolb, Acorn Internet Services Heads in Beds Path Creating the Culinary Experience Part of the guest’s experience is a dining event that surprises and delights. Create a breakfast that is uniquely yours yet is on-trend with what is driving contemporary guests and will have them coming back for more. Discover how to create your signature dish and then show it off through promotion on your social media outlets. This presentation includes demonstrations and slides to help you create, successfully photograph,

and promote your unique dining experience. Susan Steffan, Farmers Guest House B&B and Marcus Berg, Unique Angles Photography The Guest Experience Path

10:15 am – 10:45 am Last Chance to Shop the Marketplace 10:45 – Noon Concurrent Sessions The Power of Integrated Marketing and How to Create Your Plan Integrated Marketing is the key to success in today's increasingly complicated marketing world. In fact, Seth Godin recently said "It's the only marketing left". In this educational session, we’ll be following the stories of several innkeepers and how they used the integrated marketing approach to increase traffic and bookings. We'll walk you through developing your own Integrated Marketing Plan that you can begin implementing before you even get home! Matt Bare, Q4Launch Heads in Beds Path Staffing 101 for the New Innkeeper How do I plan and prepare for staff? How do I determine which staff to hire first? How do I write a job description, an ad, contract, or a personnel policy manual? What works for finding staff? Do I distinguish between housekeeping and innkeeping staff? How do I fire someone? Oh my, the questions….and ideas to be presented. Ellen Grinsfelder, Inn & Spa at Cedar Falls; Kristie Rosset, Lookout Point Lakeside Inn New Innkeepers Path Yield Management - The Year in Review At AIHP’s inaugural conference in 2016, the speakers from the Yield Management session challenged the attendees to pursue some ideas or tactics from the session. Come to this lively session and let us know how you did. What strategies did you implement? What did you learn? What would you do differently? What were your best practices? Dan Clark, Inn of the Turquoise Bear; Amy Smith, Saratoga Arms Heads in Beds Path The Guest Space Re-Imagined In the highly competitive hospitality business, guest rooms, and social spaces indoors and out, are constantly re-imagined by high powered big box hotel chains. Now the home rental market is appealing to travelers to change their travel habits and inhabit newly available options. How do you compete? What can you do without breaking the bank to reinvigorate and re-imagine your guest spaces and amenities for today’s traveler? How do you encourage your guests to use your public and shared spaces and make them feel welcomed to do so? This session focuses on guest entry areas, common rooms, dining rooms, and outdoor spaces. Marjorie Feltus Hawkins, FH Design, LLC; Elizabeth Campbell, Elizabeth Campbell Photography The Guest Experience Path Property Preventive Maintenance, Renovation Projects and Maximizing ROI Considering a major capital expenditure in renovations or new construction? What steps should you take to get the most bang for your buck in design, cost controls and financing? Which projects impact the guest experience the most, and how do you maximize the return on your investment? How do you keep contractor(s) on task to complete the project on time? The panel is composed of innkeepers and contractors who have undertaken significant new construction and renovation projects. Peter Sharp, Fairview Inn, moderator; David Caples, Lodging Resources; Donald Steffan, Farmers Guest House B&B Back of House Path

Noon – 1:45 pm Closing General Session and Lunch Enthusiastic You! - Rediscovering Your passion and Energy for Hospitality Everyone began their career in hospitality from a wide-eyed wonderment! We approached new challenges with excitement and determination, but somewhere among the day to day frustrations and operations minutiae we lost our passion. We became focused on maintaining and surviving. Its time you reinvigorated your passion for hospitality! No longer accept the complacent you. It’s time to rediscover the Enthusiastic You! Presented by Joshua Evans, Founder, Enthusiastic You!

Thank you from everyone at CABBI, AIHP and Select Registry for joining us for the 2017 InnSpire Summit & Marketplace in Long Beach!