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March 2-4, 2014 . Westin Hotel . Charlotte, NC
2014 North Carolina
GOVERNORS CONFERENCE
on Tourism
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Program sponsored and published by Journal Communications Inc.
2 Conference Agenda
10 Westin HotelFloor Plan
11 Speakers Biographies
14 2014 Winners CircleAward Recipients
19 Conference Sponsors
20 2014 TourismEducation Foundationof NC Silent Auction
21 Division Staff
Follow us @NCTourism
#NCGC14
Presented by the North Carolina Division of Tourism,
Film and Sports Development (NCDTFSD)
2014 North CarolinaGOVERNORS CONFERENCE
ON TOURISM
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Conference Agenda
Sunday, March 2
11:00 a.m.-7:00 p.m.
Registration Open
Promenade
12:30-4:00 p.m.Tourism Research Symposium
Independence
The Center for Sustainability
at East Carolina University andthe NC Division of Tourism are
partnering to offer a pre-conference
symposium featuring academics
and practitioners to discuss
partnerships in tourism research.
The aim of this event is to bring
academics and practitioners
together to increase familiarity withtheir respective roles and further
developing tourism research
agendas, as well as to seek out
opportunities for collaboration.
The symposium will feature
speakers from both academia and
industry and will include a number
of presentations on applied research
projects from across the state.
Topics include the role of research
in destination marketing, the
relationship of weather to attendance
at tourism venues and events, and
the balance of economic stability
and community quality of life as it
relates to tourism and sustainability.
This event will also feature a panel
discussion to explore the respective
needs and resources of academic
researchers and practitioners, in
terms of communication, allocation
of funding and respective
expectations of applied research.
This pre-conference event will beof particular value to destinationmanagers who would like to
increase their research capacityas well as researchers who wouldlike to work more closely withindustry and community partners.
Presented by the Center for
Sustainability, East Carolina
University and the NCDTFSD
3:00-3:50 p.m.5,000 Tourism Professionals
Needed North Carolina Is Hiring
Harris
The 196,100 jobs createdby travelers to North Carolinarepresent 6.2 percent of the statestotal non-farm employment. With a
growing tourism economy, wheredo we find the workforce to servicethese new visitors?
This session takes a lookat employment demand andworkforce resources. NCTIA alsoreveals an inspirational list of NorthCarolinas most influential tourism
leaders and how they got their start.
4:00-5:00 p.m.Division Co-op Presentation
Harris
Join the Division and its marketingpartner agencies, LGA and DCI, topreview the cooperative marketingopportunities planned for 2014-15.Learn about the available programsand how to extend your limitedmarketing dollars in collaborationwith the Division. There will be time tofollow up with Division staff, agenciesand media partners for more details.
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6:30-8:30 p.m.Opening Reception
NASCAR Hall of Fame
Join us for an evening at theNASCAR Hall of Fame, wherewell kick off the Governors
Conference in high-octane style.Well network with colleagues
and enjoy Carolina cuisine inan unforgettable setting thatrepresents the past, present
and future of NASCAR.Guests will have time to explore
the facility, from the new Glory
Road featuring 18 historic stockcars spanning six generations
of the sport, to engagingmemorabilia and interactivetechnology.
Youll also have time to hit thefast lane with racing simulatorsthat mirror speedways from across
the country, and train for thefastest 13 seconds in sports with
the Pit Crew Challenge.
Hosted by the Charlotte Regional
Visitors Authority
Monday, March 3
6:45 a.m.-5:30 p.m.Registration Open
Promenade
7:15-8:15 a.m.Breakfast with Exhibitors
Ballroom A&B
Promenade
Enjoy a heavy continental
breakfast while networkingand visiting our sponsors.
8:30-9:30 a.m.2014 The Path Ahead
Ballroom C&D
Collaboration and partnership arecornerstones of North Carolinassuccess in positioning the state asa preferred destination for travel,sports and film. Secretary ofCommerce Sharon Decker willshare an update on the transition ofNorth Carolinas marketing efforts to
the new public-private partnership.Learn more about this new initiativeto help North Carolina battle moreeffectively in an increasinglycompetitive marketplace.
9:30-10:30 a.m.Tourism for the 21st Century
Roger Brooks
Roger Brooks International
Ballroom C&D
Everything has changed over thepast few years, and the old modelsare changing to an entirely new and exciting reality. This incrediblepresentation showcases the power oftourism and the 13 things attendeescan do today to get a jump start onthis new marketing and productdevelopment frontier including:
How to tap into multigenerationaltravel the new hot wave
Attracting boomers during the
shoulder seasons How to court the millennials
and watch the boomers follow
The future of visitor informationcenters you need to be all in orall out
Evolution of the traditional DMO
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How to tap into the new age ofpersonalized travel
How to get noticed without
spending a fortuneSponsored by UNC-TV
10:45-11:45 a.m.Trade Show & Break
with Exhibitors
Ballroom A&B
Promenade
Enjoy refreshments and one-on-
one discussions with the valuedexhibitor partners whose sponsorshipmakes our Governors Conferencepossible. Learn about new and variedopportunities to share your story withavid travelers from representativesof leading print, digital and broadcastmedia, and other marketers whohelp make North Carolinas travelindustry successful.
Sponsored by Hoffman Media
10:45-11:45 a.m.VisitNC.com Extranet Refresher
MoreheadFor industry partners responsible
for maintaining events and listingsin VisitNC.coms extranet database,stop in for one-on-one help withDivision staff and to discuss thenewest version of the systemsback-end. Hear tips on creating
compelling descriptions and learnhow to maximize and improve thequality of your listings on VisitNC.Consultations available on first-come, first-served basis.
Kathy Prickett, NCDTFSD
Nicolle Jones, NCDTFSD
12:00 Noon-1:15 p.m.Winners Circle Luncheon
Ballroom C&D
Celebrate industry achievementswith the presentation of the annual
Tourism Winners Circle Awards.
These awards recognize
communities, organizations,
events and people that have
enhanced the North Carolina
tourism industry.
Sponsored by ON Event Services
1:30-3:50 p.m.VisitNC.com Extranet Refresher
Morehead
For industry partners responsible
for maintaining events and listings
in VisitNC.coms extranet database,stop in for one-on-one help with
Division staff and to discuss the
newest version of the systems
back-end. Hear tips on creating
compelling descriptions and learn
how to maximize and improve the
quality of your listings on VisitNC.
Consultations available on first-come, first-served basis.
Kathy Prickett, NCDTFSD
Nicolle Jones, NCDTFSD
1:30-2:30 p.m.(concurrent sessions)
Things You Can Do Today ToMake a Difference Tomorrow
Harris
Get dozens of tips and tricks,
including inexpensive marketing
and community-improvement
actions you can implement
Conference Agenda
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immediately to increase localspending, attract visitors, extendtheir stays and increase sales.
Using case histories, advertisingexamples and many photos,learn how merchants havedoubled their sales for justpennies; tricks that will pullcustomers into your stores andcommunities; and ways to geteveryone on the same page andpulling in the same direction.
This is a must-see forlocal businesses, downtownorganizations, city leaders,chambers of commerce, tourismand economic development offices,and elected officials.
Roger Brooks,Roger Brooks International
What Does Film Do
for Your Community?
Trade
North Carolina continues tomake a name for itself in the filmand television industry. Last years
productions are estimated to havespent more than $254 millionacross the state, while creatingmore than 25,000 jobopportunities. This paneldiscussion will highlight thetrue economic impact of thestates film industry and how
your community might ready itselfshould a production come calling.
Moderator: Aaron Syrett, NCDTFSD
Panelists: Dr. Rob Handfield,Poole School of Management atNorth Carolina State University;Evelyn Chafin, Banshee
On the Media: Insights Into the
Needs of Todays Journalists
Tryon
An expert panel of travel andlifestyle media will offer insight intohow best to meet the needs oftodays journalists. Our panelistswill offer tips on story angles,supporting materials, communicatingwith editors, as well as key storythemes for 2014. Bring your most
burning questions for the experts!Moderator: Karyl Leigh Barnes, DCI
Panelists: Deborah Holt Noel,UNC-TV; Scott Mason, WRAL-TV;Erin Street, Southern Living;Dave Mezz, Garden & Gun
People First TourismSharon
Tourists are seeking genuineexperiences in the places theyexplore at a growing pace. Theywant their travel funds to staylocal and be beneficial; moreover,it makes them feel it was money
well spent and, at times, that theymade a small difference in thehost community.
Destination marketingorganizations want to collaboratewith local visitor-related businessesthat can enrich the tourism offeringsof their region; however, there areseldom mechanisms for the ofteninformal sector to participate in thetourism marketplace in a legitimateand dignified manner. Many localshave rich lives, knowledge and skillsto share with visitors, but they areunsure how to interact with thisindustry. They often are unaware
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that outsiders might be interested
in their talents and that they could
capitalize on that market opportunity
to pursue much-needed incomeand showcase their communities
and heritage.
This session will give an
overview of People First Tourism
(www.peoplefirsttourism.com),
a Web marketplace for under-
resourced entrepreneurs to market
genuine experiences to visitors. Thissession highlights cases of micro-
entrepreneurs from networks located
across the state and will elaborate on
how interested partners can benefit
from and contribute to the venture.
Moderator: Andr Nabors,
NCDTFSD
Panelists: Duarte Morais Ph.D.,North Carolina State University;
Neha Shah, Pittsboro-Siler City CVB
2:30-2:50 p.m.Break with Exhibitors
Ballroom A&B
PromenadeSponsored by Journal
Communications Inc.
2:50-3:50 p.m.(concurrent sessions)Mobile Marketing:
Can They Hear Me Now?
Harris
Technology is constantly
changing the way visitors research
and plan their vacations, and also
the way destinations can market to
potential visitors. But which new
technologies are game-changers
and which are just fads?This session focuses on how best
to leverage emerging technology
opportunities to reach and influenceprospective visitors. A panel ofindustry leaders will discuss the latestcase studies on mobile advertisingand real-time digital marketing withlocation-based results.
Moderator: Wit Tuttell, NCDTFSD
Panelists: Cree Lawson, Arrivalist;
Scott Schult, Myrtle Beach CVB
Who AreYour Visitors?
Tryon
Why do they visit? Where do theycome from? How doyouanswerthese questions about yourdestination? This research sessionwill provide data from the NorthCarolina Visitor Profile and ECUsRural Visitor Study Project. Learnhow you can glean information fromthese studies to better understandyour own visitors.
Moderator: Marlise Taylor
Panelists: John Packer, TNSTravels America; Alex Naar,Center for Sustainability atEast Carolina University
International Marketing?!
Thats Not for Me. YES, It Is!
Find Out How.
Sharon
Is international visitation apossibility for your destination? Yes!Ja! Oui! Si! lnternational visitors area growth market, spending threetimes as much as a domestic visitorand staying an average of six days.
Conference Agenda
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International visitors want to seereal America, and North Carolinais a place for international travelers
to make these deeper connections.From large destinations to quaintvillages, you have something to offer.Grow international travel by learninghow to successfully promote yourarea and get your partners involved.
Moderator: Heidi Walters, NCDTFSD
Panelists: Charmaine Singh,
Connect Worldwide Canada;Doug Kellogg, Tour Mappers;Jody Hanson, Travel & TourismMarketing Ltd.
Lightning Round: Regional and
National Media Roundtable
Ballroom C&D
This session will allow destinationand attraction representativesto interact face-to-face with topregional and national media.Participants will pitch specific storyideas to participating media, so comeprepared with your most innovativeangles, but make it lightning quick!
Moderator: Maureen Haley, DCI
Panelists: Elizabeth Hudson,Our State Magazine; Scott Mason,WRAL-TV; Diane Daniel, Freelance;Angela Daley, Go Magazine(AAA);David Hardy, UNC-TV; Erin Street,Southern Living
3:50-4:10 p.m.Break with Exhibitors
Ballroom A&B
Promenade
Sponsored by Journal
Communications Inc.
4:10-5:10 p.m.(concurrent sessions)Mobile Marketing: Can They
Hear Me Now? (repeat session)
Harris
Technology is constantly changing
the way visitors research and plan
their vacations, and also the way
destinations can market to potential
visitors. But which new technologies
are game-changers and which are
just fads?
This session focuses on how best
to leverage emerging technology
opportunities to reach and influence
prospective visitors. A panel of
industry leaders will discuss the latest
case studies on mobile advertising
and real-time digital marketing with
location-based results.
Moderator: Wit Tuttell, NCDTFSD
Panelists: Cree Lawson, Arrivalist;
Scott Schult, Myrtle Beach CVB
Sports Events Big and Small:
How Your Community Can Win!
Trade
Recruiting and hosting sports
events is a topic every community
deals with throughout the year.
What does it take to accomplish this
successfully? From mega events,
like the U.S. Open, to weekend youth
tournaments throughout the state
and all sports events in between,
each has similarities and differences
important to consider when hosting.
Sports-related travel generates
an estimated 47 million room nights
annually, so it is a definite economic
generator for communities. Learn
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Conference Agenda
important aspects of hosting events,including event services, lodging,ticket sales, marketing, social media
and community support fromcommunities of various sizes. Gethelpful ideas, plus pose your ownquestions to our panelists.
Moderator: Kristi Driver, NCDTFSD
Panelists: Caleb Miles, Pinehurst,Southern Pines, Aberdeen AreaCVB; Lorrie Love, Outer Banks
Visitors Bureau; Ben VanCamp,Asheville-Buncombe RegionalSports Commission
Addressing Challenges
and Opportunities in
Cultural Heritage Tourism
Tryon
As the tourism industry becomesmore competitive, TourismDevelopment and Cultural HeritageTourism planning processes haveevolved to ensure initial successthen long-term sustainability. Learnabout new development trends,pitfalls to avoid and proven planningprocesses to help navigate from theidea phase into implementation.
Moderator: Andr Nabors,NCDTFSD
Panelists: Cheryl M. Hargrove,Hargrove International
Lightning Round: Regionaland National Media Roundtable
(repeat session)
Ballroom C&D
This session will allow destinationand attraction representatives tointeract face-to-face with top
regional and national media.
Participants will pitch specific
story ideas to participating media,
so come prepared with your mostinnovative angles, but make it
lightning quick!
Moderator: Maureen Haley, DCI
Panelists: Elizabeth Hudson,
Our State Magazine; Scott Mason,
WRAL-TV; Diane Daniel, Freelance;
Angela Daley, Go Magazine(AAA);
David Hardy, UNC-TV; Dave Mezz,Garden & Gun
Evening Free To Explore Charlotte
Charlottes dining options are
practically endless and all kindsof deliciousness. Restaurants offer
a surprisingly diverse mix of cuisine.Feast on barbecue or farm-to-table
fare. Savor international cuisine
or interesting twists on American
classics. For restaurant
recommendations, please
visit the Charlotte Regional
Visitors Authoritys microsite
at www.charlottesgotalot.com/ncgovconf.
Tuesday, March 4
7:15 a.m.Registration Open
Promenade
7:45-8:45 a.m.Preview Breakfast:
2015 NC Governors Conference
Ballroom A&B
Promenade
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Next on the Tee: Pinehurst Resort
As excitement builds for thefirst ever back-to-back U.S. Open
Championships (2014 mens andwomens), learn more from localtourism leaders about these amazingevents just three months away.
More than 450,000 will be inattendance over the two weeks, andan international audience will followevery swing and putt. What a greatlead up to the 2015 NC GovernorsConference, and while there wontbe as many people in attendance,the event will be no less important.
New direction and programs willbe revealed to ensure a strong andprosperous tourism industry for thefuture. You wont want to miss thispreview, and as a bonus, one lucky
attendee will receive two tickets tothe U.S. Open and enjoy corporatehospitality while in Pinehurst! Enjoya heavy continental breakfast whilenetworking and visiting conferencesponsors.
Sponsored by Pinehurst Resort &
Pinehurst, Southern Pines, Aberdeen
Area CVB
9:00-10:30 a.m.Keynote: The Art of Storytelling
with Charles Frazier
Ballroom C&D
Dont miss best-selling authorCharles Frazier discuss the craftof storytelling. Born in Asheville,Frazier published his first novel,Cold Mountain, in 1997. The work isrich in the culture and sensibilitiesof the North Carolina mountains andis based on local history and storieshanded down by Fraziers father.
Frazier won the National Book Awardfor Fiction in 1997 for Cold Mountain.His latest book, Nightwoods, takesplace in the 20th century, but is stillset in the Appalachian Mountains ofNorth Carolina. Fraziers perspectiveon telling stories to share NorthCarolinas culture and heritageparallels the work of the statestourism professionals and is sureto inspire new insights.
Interviewed by Deborah Holt Noel,UNC-TV
10:30-11:00 a.m.Break with Exhibitors
Ballroom A&B
Promenade
11:00 a.m.-12:00 NoonDivision Update
Ballroom C&D
Dont miss the Divisions previewof exciting new marketing initiativesfor 2014-15. Learn when, where andhow your organization will benefitfrom the Divisions commitment to
connecting and attracting domesticand international audiences to moreof North Carolinas distinctive andappealing stories.
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Westin Hotel Floor Plan
Registration
guest
room
elevators
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Speakers Biographies
SecretarySharon AllredDecker
Sharon AllredDecker wasappointed
Secretary of Commerce by Gov.Pat McCrory in January 2013.She brings more than 30 yearsof experience in business andcommerce to the position.
After graduating summa cumlaude from the University of NorthCarolina at Greensboro, Deckerspent more than 17 years withDuke Power Co., now Duke EnergyProgress. She began with thecompany in consumer services
and moved rapidly through theranks to become the youngest andfirst female Vice President in DukePowers history. Her work at DukePower led to the creation of its24-hour customer service center,an organization that still serves asa model for the industry.
Decker left Duke Power as ChiefCommunications Officer to becomethe founding President of TheLynnwood Foundation, whichwas created to restore the DukeMansion in Charlotte as aconference center, and to beginthe William States Lee LeadershipInstitute. While at Lynnwood in1998, she also served as the chairof the Charlotte Chamber and wasnamed Charlotte Woman of theYear. She moved to Rutherfordtonin 1999 to serve as President of theDoncaster division of Tanner Cos.In 2004, she created and served as
the CEO of the Tapestry Group,a nonprofit that helps individualslead healthy lives in body, mind
and spirit.Decker is wife to her husband,
Bob, a mother of four, a lay pastorin the Presbyterian Church (USA)and a student at the ChristopherWhite School of Divinity, completingher Master of Divinity degreewith a concentration in Spiritual
Formation. She completed aninternship two years ago as Directorof Graduate Ministries for theCenter for Christian Study inCharlottesville, Va., where sheserved as chaplain to students atthe Darden School of Business andthe UVA School of Law. She remainsa member of the board of theCenter for Christian Study. Deckerhas served on the boards of threeFortune 500 companies.
Wit Tuttell
Wit Tuttell is theExecutive Directorof the NorthCarolina Divisionof Tourism, Filmand Sports
Development. In addition toleadership and strategic planningfor all the Division of Tourismefforts, he also oversees theday-to-day operations. He developsand implements high-qualitymarketing programs positioningNorth Carolina as a premier traveldestination and oversees theday-to-day work of the Divisions
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advertising agency.
Tuttell has more than 20 years ofexperience in the tourism industry,
including serving as the PublicRelations Director for the St.Petersburg/Clearwater AreaConvention & Visitors Bureau. Healso was manager for internationaland trade publicity at UniversalStudios Florida and worked in thePublic Relations department for the
Orlando/Orange County Convention& Visitors Bureau. He was also areporter for theAnchorage Timesin Alaska.
Tuttell has a journalism degreefrom the University of Florida, is amember of the Society of AmericanTravel Writers and the Public
Relations Society of America. Healso serves on the board for TravelSouth USA and the U.S. TravelAssociation.
Roger Brooks
Ralph WaldoEmerson oncesaid, Nothinggreat was everachieved withoutenthusiasm.
Roger Brooks lives by this motto.One of the worlds most sought-after experts in place branding andmarketing, tourism and economicdevelopment, Brooks energizesaudiences with exceptional content using humor, stories andexamples, rules and ingredientsthat inspire audiences to achieveincredible success.
As CEO of Roger BrooksInternational, Brooks has assistedmore than 1,000 communities
over the past 30 years in theirquest to become outstandingdestinations for residents,businesses and visitors.Author of the book Your Town:
A Destination The 25 Immutable
Rules of Successful Tourism,Brooks provides communitieswith bottom-line solutionsand fresh ideas that can beimplemented today to makea difference tomorrow.
Brooks insights and experienceprovide an incredible wealthof content for each of hispresentations. He has beenthe top-rated keynote speakerat just about every conferencewhere he has spoken for the pastdecade. His dynamic, enthusiasticstyle leaves audiences excited andenergized, ready to take whattheyve learned and apply itimmediately.
CharlesFrazier
Born inAsheville, CharlesFrazier grew upnot far from the
mountain he immortalized in ColdMountain. Cold Mountainis rich inthe culture and sensibilities of theNorth Carolina mountains and isbased on local history and CivilWar-era stories handed down byFraziers father.
Speakers Biographies
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Frazier had been teachinguniversity-level literature part-timewhen he first became spellbound by
the story of his great-great uncle,William Pinkney Inman. Inman wasa Confederate soldier during theCivil War who took a harrowingfoot journey from the ravagedbattlefields back to his home inthe mountains of North Carolina.The specifics of Inmans historywere sketchy, indeed, but Fraziersfather spun his tale with suchenticing drama that Frazier beganfilling in the gaps himself. Bits of thelife of Fraziers grandfather, whoalso fought in the Civil War, helpedflesh out the journey of WilliamPinkney Inman.
Much to his disbelief, Fraziersfirst novel went on to become thesmash sensation of the late 90s.Winning countless laudatoryreviews from publications
throughout the nation, ColdMountainbecame a must-readcommercial smash. The novel
ultimately won the coveted NationalBook Award for Fiction in 1997 andwas adapted into an Oscar-winningmotion picture starring Jude Law,Nicole Kidman and Best SupportingActress Renee Zellweger. Frazierslatest book, Nightwoods, takesplace in the 20th century, althoughthe setting is still the AppalachianMountains of North Carolina.
Frazier graduated from theUniversity of North Carolina in1973. He earned an M.A. fromAppalachian State University in themid 1970s and received his Ph.D.in English from the University ofSouth Carolina in 1986. He currentlyraises horses on a farm nearRaleigh, where he lives with his wife,Katherine, who teaches accounting,and their daughter Annie.
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2014
Richard PettyRichard Petty
Motorsports
Known simply as
The King, NASCARHall of Famer
Richard Petty
is the most decorated driver in the
history of NASCAR racing, winning a
record number 200 career races and
seven NASCAR Cup championships.
One would think that after 1,184
races spanning three decades, TheKing would bow out and retire quietly.
Petty, however, had other things in
mind. Today, he spends much of his
time overseeing the operations
of Richard Petty Motorsports,
a three-car team competing in
NASCARs highest levels.
In addition to his racing operations,Petty donated 84 acres of his own
land for the formation of Victory
Junction Gang Camp, giving
chronically ill children the chance
to engage in life-changing camping
experiences in a safe and medically
sound environment. The camphonors Pettys grandson, Adam,who died in a racing accident. Pettyis still extremely active at the camp,
which was founded in 2004 by Kyleand Pattie Petty.
Off the track, Pettys legacycontinues to be that of an Americanicon. There is no other driver inNASCARs history to have mademore of an impact on the sport thanthe Level Cross, N.C., native. One of
five inaugural members of theNASCAR Hall of Fame, Petty hasbeen elected in the NationalMotorsports Press Association Hallof Fame, International MotorsportsHall of Fame, North Carolina AutoRacing Hall of Fame and the NorthCarolina Athletic Hall of Fame. Healso serves as chairman of theNorth Carolina MotorsportsAssociation. Pettys NASCARhistory, his race shop and museum,and his unwavering support oftourism in Randolph County markthe significance of his contributionsto tourism in North Carolina.
2014 Winners Circle Award Recipients
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Horace HoldenNantahala
Outdoor Center
Originally fromAtlanta, HoraceHolden was a starswimming and
track-and-field athlete at EmoryUniversity. He came to NorthCarolina during his collegesummers to run the popular
Fritz Orr Club-Camp pool, andthen moved on to supervise thelake and canoeing activities atCamp Merrie-Woode in 1955.Holden also enjoyed formativeexperiences at other North Carolinasummer camps, learning watersafety from future International
Whitewater Hall of Fame inducteeRamone Eaton at Camp Carolinain Brevard and running the waterprograms at Camp High Rocks inCedar Mountain.
These experiences eventually ledHolden into the camp businesshimself. After graduate studies in
theology, Holden and his familyreturned to Atlanta and started theChattahoochee Camp School in1958, purchasing 130 acres on theChattahoochee River in Roswell, Ga.Holden also opened WildernessOutfitters in Atlanta, and in 1971, hepurchased the Tote N Tarry motel/restaurant/service station thefuture site of Nantahala OutdoorCenter. Holden had become familiarwith the property on the banks ofthe Nantahala River through eventsand trips with the Georgia CanoeingAssociation, which he co-foundedto offer paddling instruction,
promote river safety and host races.
Holden knew the timing of thepurchase was promising, with the
major studio film Deliverancescheduled for release the followingyear. But the smash success of thefilm and the inclusion of whitewaterpaddling in the 1972 Olympicsgave paddling and the new NOCa tremendous kickstart. Thebusiness took on a life of its own,
beginning the meteoric ascent tothe $20-million-a-year enterpriseit is today.
All four of Holdens children haveworked at NOC, and Holdens son,Horace Holden Jr., represented theUnited States in the 1996 Olympiccanoe/kayak events on the Ocoee
River in Tennessee.
PaysonKennedyNantahala
Outdoor Center
Born in Atlanta,Payson Kennedygraduated from
Emory in 1954 with a degree inphilosophy. Then he and his wife,Aurelia, embarked on a series ofmoves while he served in the UnitedStates Armys CounterintelligenceCorps in the Pacific Northwest,taught school in Virginia and earned
an M.S. in Library Science in Illinois.All the while, the Kennedys had fourchildren, and the growing familyspent time exploring area rivers.
After returning to Atlanta in 1964for a position in the Georgia Techlibrary, Kennedy joined the Georgia
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Canoeing Association, a paddlingclub that organized trips, taught skillsand safety, and organized paddling
races. Through the GCA, Kennedyreunited with his childhood friend,Horace Holden, who recruited theKennedys to spend the summer of1972 managing a new outdoor centerat the takeout of the Nantahala River.
The Kennedys were fascinatedby the promise of an alternative
lifestyle by the river, so Paysonquit his tenured job at Georgia
Tech, sold the house, and he andAurelia moved with four teenagechildren to North Carolina to runNantahala Outdoor Center full time,year round.
While working at NOC, Kennedy
developed into a world-classcompetitive paddler, winningsix national championships andcompeting as far away as Siberia.Kennedys love of competitioncoincided with his personalphilosophy that work andrecreational tasks can completely
engage the mind and body.
Known popularly as the flowstate, Kennedy encouraged
employees to achieve this stateof total focus on the work at handand to become totally absorbed byit whether it be guiding a river trip,performing administrative tasks inthe office or preparing and servinga meal. Kennedy observed that thechaos of whitewater rapids often
created flow experiences for guidesand guests alike, and he built theseexperiences into the companysbasic value proposition.
This kind of visionary leadershipquickly led NOC to the forefront ofthe nations outdoor industry and,over time, the enterprise has
produced more than 20 Olympicathletes and inspired an entiregeneration of outdoor adventurers.
Kennedys lifetime contributionsto whitewater paddling earnedhim a spot in the first class of theInternational Whitewater Hall ofFame in 2005.
2014 Winners Circle Award Recipients
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AureliaKennedyNantahala
Outdoor CenterAn Atlanta
native, AureliaKennedy first
came to North Carolina in the early1950s to work at Camp Merrie-Woode in Sapphire. While there,Kennedy became one of the first
women to canoe modern-dayNantahala Falls, making her thefirst of Nantahala Outdoor Centersthree founders to run the famousrapid. After that summer, shemarried Payson Kennedy and starteda family. The couple eventuallyreturned to Atlanta, where she
finished her degree at Georgia StateUniversity. She also helped starta nursery school called AtlantaCooperative Preschool and taughtfirst grade at a newly integrateddowntown school. Notably, Kennedylost her post as a scout leader afteraccepting two black scouts into herSandy Springs troop.
In the late 1960s, just before thefounding of NOC, Kennedy startedpaddling frequently with Paysonand his friends. The entire Kennedyfamily started going to canoeraces all over the Southeast and,eventually, Payson and Aurelia wonmultiple national championshipsas a tandem canoe team. In 1971,childhood friend and fellow GeorgiaCanoeing Association memberHorace Holden purchased the Toten Tarry motel/restaurant/servicestation alongside the NantahalaRiver and asked Payson and Aurelia
to help run the business in the
summer. Kennedy immediatelyfocused on the restaurant that
eventually became the iconic RiversEnd Restaurant and did guided
trips on the Nantahala and theClass V Chattooga River.
Kennedys legacy at NOC is her
focus on the NOC staff community,and the businesss relations with its
Nantahala Gorge neighbors that
Kennedy set out to befriend andlearn from. At NOC, she specificallytried to build a community of like-
minded people, who had the samevalues and who wanted to share
their values and lifestyle with theguests they taught to paddle and
took on rafting trips.
This commitment to the outdoorlifestyle and to the products andservices offered food and
adventures gave NOC the credibilityto become something beyond a
rafting tour operator. Instead, NOCgrew into a center of competitive
development, a hub for multisport
outdoor pursuits and a career optionfor those who loved the outdoors.
Ron KimbleCharlotte
Deputy City
Manager
As deputy citymanager for the
city of Charlotte,Ronald R. Kimble is responsible
for economic development,redevelopment, hospitality and
tourism, and intergovernmentalrelations for the city. He has led
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2014 Winners Circle Award Recipients
initiatives including the Panthers
Stadium Project, NASCAR Hall ofFame, the Levine Center for the
Arts, AAA Baseball and U.S.National Whitewater Center, as
well as the Metropolitan, NC Music
Factory and Mosaic Village.
Kimble is the lead staff member
for two city council committees the economic development and
governmental affairs committees.
Kimble also serves as the staff liaisonto the privatization and competition
advisory committee, a council-appointed citizens group charged
with evaluation of privatization
opportunities for the city.
Kimble joined the city of Charlotte
in 2000 from Greenville, N.C., where
he served as city manager for 10years. Prior to his appointment as
Greenvilles city manager, he also
served the city of Greenville as
assistant city manager and finance
director. Prior to his tenure in
government posts in North Carolina,
Kimble was assistant director of
finance in his hometown ofGalesburg, Ill., for nine years.
He received his bachelors degrees
in Accounting and Business
Administration from the University
of Kansas in Lawrence. He also is a
graduate of the Senior Executive
Leadership Institute Program
through the University of Virginiain Charlottesville.
Kimble is a member of the
International City/County
Management Association and
the North Carolina City and County
Management Association. He is
immediate past president of the
Charlotte Rotary Club and pastpresident of the Greenville Noon
Rotary. He is chair-elect for the
Charlotte District Council of the
Urban Land Institute. He is past
state vice president of the NC
Government Finance Officers
Association. He is past Volunteer
of the Year of the Pitt County UnitedWay, and has been active with
leadership giving in both Pitt County
and Central Carolinas United Ways.
He lives in Charlotte with his wife,
Jan, and has one daughter, Jamie
(deceased).
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Conference Sponsors
The Division would like to recognize the following sponsors, whose
contributions make this conference possible. We encourage you to take
a moment and visit these important partners in Grand Ballroom A&B
and the Promenade to thank them for their support and hospitality.
Platinum Sponsors
Charlotte Regional VisitorsAuthority (CRVA)
ON Event Services
Diamond SponsorsJournal Communications Inc.
Luquire George Andrews (LGA)
Pinehurst Resort
Pinehurst, Southern Pines,Aberdeen Area CVB
UNC-TV
Gold Sponsors
Time Inc.
Silver Sponsors
Hearst Womens Travel Group
Hoffman Media
Parade Media Group
TripAdvisor
The Westin Charlotte
Bronze Sponsors
AAA
Amtrak
Atlanta Magazine/Emmis Publishing
Blue Ridge Outdoors
Carolina Publishing Associates
EverWondr Network
Garden & Gun
HomeAway, Inc.
iTek Graphics
ITI Marketing, Inc.
Keep My Planet Green
Leisure Media 360
The Local Palate
Madden Media
Meredith Travel Group/Navigate Media
NC Department ofCultural Resources
NC Sports Association
NC Travel & Tourism Coalition
NCC Media
The News & Observer
Outpost Design
prototype: tourism
Rhyme & Reason Design, LLC
Sea Scape Properties
Travel & Adventure Show
US Airways Magazine/Pace Communications
FriendsEndless Vacation
Hearst Digital Media
Ideal-LIVINGMagazine
OutsideMagazine
Turner Digital
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2014 Tourism Education Foundation of NC Silent Auction
The Tourism Education Foundation
of North Carolina is a nonprofit
organization created by the North
Carolina Travel Industry Association
to help the states tourism industry
prepare for a dynamic future. The
foundations objective is to enhancethe tourism industry by developing
knowledgeable leadership. The main
purposes of the foundation are:
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.
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 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.
Please help support the foundation
by participating in this years silent
auction. The 2014 Silent Auction will
be open during the conference in
Grand Ballroom A&B.
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21
North Carolina Division of Tourism Staff
Administration
Wit Tuttell, Executive [email protected]
Bryan Gupton, Director ofOperations and Industry Relations
Ashlee Kirk, Assistant tothe Director of [email protected]
Martha Slate, Business [email protected]
Domestic Marketing/Group Tours/Sports
Kristi Driver, Managerof Group [email protected]
International Marketing
Heidi Walters, International TourismMarketing [email protected]
Public Relations
Beth Gargan,Public Relations Manager
Suzanne Brown, Public RelationsProgram [email protected]
Bill Russ, [email protected]
Publications/Extranet Contacts
Kathy Prickett,Publications [email protected]
Nicolle Jones,Database/Extranet [email protected]
Research
Marlise Taylor, Research [email protected]
Sustainable Tourism
Alex Naar, SustainableTourism [email protected]
NC Film Office
Aaron Syrett, Film Office [email protected]
Cheryl Mauro, Assistantto the Film Office [email protected]
Guy Gaster, ProductionServices Executive
Tourism Development
Andr Nabors, Managerof Tourism [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]8/12/2019 North Carolina Governor's Conference on Tourism 2014
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North Carolina Division of Tourism Staff
Visitor Services/Inquiry/Welcome Centers
Wally Wazan, Visitor ServicesProgram [email protected]
Cynthia Ferguson, Visitors ServicesProgram [email protected]
Jade Feliciano, Warehouse [email protected]
Inquiry
Teresa Smith, Data EntrySupervisor/Toll-Free [email protected]
Welcome Centers
I-26 East Welcome Center
Margaret Ritchey, [email protected]
I-26 West Welcome Center
Vickie Sealock, [email protected]
I-40 West Welcome Center
Mary Ann Teague, [email protected]
I-77 North Welcome Center
Christopher McKeaver, [email protected]
I-77 South Welcome Center
Louie Comer, [email protected]
I-85 North Welcome CenterHattie Williams, Acting [email protected]
I-85 South Welcome Center
Bradley Baker, Acting [email protected]
I-95 North Welcome Center
Frieda Day, [email protected]
I-95 South Welcome Center
Kat Littleturtle, [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]