2024 PACE Forum Agenda

The Madison Concourse Hotel & Governor's Club 

1 West Dayton Street Madison, WI 53703

February 26 – 28

 

Agenda

*Indicates breaks have food and/or beverages 

Jump To Monday, February 26
Jump to Tuesday, February 27
Jump to Wednesday, February 28

Monday, February 26

Registration opens at 8:30 a.m.

Lunch

12:30 – 2:00 p.m.
Wisconsin Ballroom
Program starts at 1:00 p.m. 
Introduction, Welcome and Remarks

Round the Room - "What keeps you up at night?"

2:15 – 3:45 p.m.
Wisconsin Ballroom
Facilitated by Polly Flachman, Vice President of Community Engagement for Visit Phoenix, and Judy Cullen, former VP of Community and Partner Development for Visit Salt Lake, the intent of this unique interactive opening session is to gauge from our PACE attendees what problems various organizations/departments are facing and what actionable outcomes our attendees would like to take away from the next two days. This three-hour conversation promises to be lively, educational, and thought-provoking!

Break

3:45 – 4:00 p.m.

Newcomers Session

4:00 – 4:30 p.m.
Wisconsin Ballroom
Welcome networking session for new PACE attendees. 

Break

4:30 – 5:00 p.m.

Opening Reception 

5:00 – 6:30 p.m.
Madison Ballroom
Sponsored by Simpleview

On Your Own Dine Around

7:00 p.m.
RSVP Here


 

Tuesday, February 27

Registration opens at 8:30 a.m.

Breakfast

8:00 – 9:00 a.m.
Wisconsin Ballroom
Recap of previous day.

Session #1 – DMO Funding & Revenue Sources 

9:15 – 10:15 a.m.
Wisconsin Ballroom
This opening session will be led by Brian Hilemon, Sr Director of Marketing Partnerships for the San Diego Tourism Authority and Emily Shorrock, Sr. Director of Industry Partner Relations and will explore a variety of topics including capitalizing on unique revenue streams, discussing different membership pricing structures, the pros and cons of annual renewals vs calendar renewals and members’ tolerance for dues increases.

Break

10:15 – 10:30 a.m.

Breakout #1 Visitor Services

10:30 – 11:30 a.m.
Capitol Ballroom A
Visit Phoenix’s Visitor Experience Manager Sarai Case and her panel of experts will be addressing the importance of visitor services and visitor centers to DMO’s and how to elevate visitor services as a valuable tool. They will also tackle the issues of visitor guide relevance and visitor center staff training.

Breakout #2 Tourism Improvement Districts

10:30 – 11:30 a.m.
Capitol Ballroom B
Stories “from the trenches” of the challenges and opportunities when creating a tourism improvement district, how to work effectively to get community buy-in and the opportunities and challenges of an assessment once established.

Lunch

11:30 a.m. – 12:30 p.m.
Wisconsin Ballroom
Presentation by Simpleview.

Break

12:30 – 12:45 p.m.

Session #2 – The Future of the Membership Model 

12:45 – 1:45 p.m.
Wisconsin Ballroom
This general session will be led by Phil Berndt, Director of Advocacy for Destination Door County, and Gayle Lee, VP of Partnership and Visitor Services at Visit Cabarrus County, with a discussion focused on the advantages and disadvantages of membership models vs partnership models, best practices for prospecting new members and partners, and stories from the front line from those who switched models.

Break

1:45 – 2:00 p.m.

Breakout #3 Networking & Engagement Opportunities

2:00 – 3:00 p.m.
Capitol Ballroom A
Jordan Engermann from Visit Chicago and Kristen McGovern from NYC Tourism & Conventions will share their experiences with restaurant week promotions and “other week” promotions. Additionally, they will share the types of trainings, seminars, webinars and engagement opportunities that have been the most effective in engaging partners and community members.

Breakout #4 Growth, Tracking & Retention 

2:00 – 3:00 p.m.
Capitol Ballroom B
Lead by Visit Denver’s MC Genova, Director of Partnership and Lauren Huffer, Partnership Services & Events Manager, this discussion will center on the bottom line - renewals and collections and how to effectively measure ROI, with an emphasis on utilizing data driven engagement. The panel will also discuss the effectiveness of partner surveys and focus groups to drive growth and increase member retention.

Break

3:00 – 3:15 p.m.

Session #3  Research & Data

3:15 – 4:15 p.m.
Wisconsin Ballroom
During this session, Eric Kerr, VP of Insights and Development and Polly Flachman, VP of Community Engagement, will share best practices on how to use data and why data is so important when making strategic decisions and how to utilize data as a retention and membership acquisition tool.


 

Wednesday, February 28

Breakfast

8:00 – 9:00 a.m.
Wisconsin Ballroom
Remarks, recap & external speaker on association membership trends.

Break

9:00 – 9:15 a.m.

Breakout #5 – Community Engagement & Perceptions

9:15 – 10:15 a.m.
Capitol Ballroom A
Polly Flachman, VP of Community Engagement for Visit Phoenix, and Judy Cullen, former VP of Community and Partner Development for Visit Salt Lake, will lead a discussion about what is community engagement and why it is critical for DMO’s to be community partners. The panel will also delve into engagement successes and challenges, neighborhood initiatives and ambassador programs.

Breakout #6 – Potpourri

9:15 – 10:15 a.m.
Capitol Ballroom B
Partner Initiatives - Driving visitors, workforce and training to your local hospitality community. 

Break

10:15 – 10:30 a.m.

Session #4 Making Partnership Accessible for All

10:30 – 11:30 a.m.
Wisconsin Ballroom
Greg LaDuca, VP of Industry Relations and Visitor Experience for Visit Rochester, will guide the panel in a discussion regarding best practices in recruiting DEI into membership. The panel will also provide an overview of foundations and grant guidelines for those DMO’s exploring foundation and grant opportunities. We are going to be giving examples of diversity, equity, accessibility and inclusion in action from 6 different destinations

Lunch

11:30 a.m. – 12:30 p.m.
Wisconsin Ballroom
Seating arranged by DMO budget size for table discussions. 

Break

12:30 – 12:45 p.m.

Breakout #7 – In-House Advertising

12:45 – 1:45 p.m.
Capitol Ballroom A
Andy Rankin, Director of Investor Relations for the Charleston Area Convention and Visitors Bureau, will lead the panel a discussion regarding advertising sales. Discussion topics include how to effectively monetize in-house assets, advertising sales strategies and more. 

Breakout #8 – Collections

12:45 – 1:45 p.m.
Capitol Ballroom B
Jordan Engerman from Visit Chicago will share Visit Chicago’s journey regarding credit card renewals and auto renewals, with insights from Simpleview on what technological options are currently available and what Simpleview has in the pipeline to enable partners to pay in a variety of different ways - either annually or on a monthly subscription basis.

Break

1:45 – 2:00 p.m.

60 in 60

2:00 – 4:00 p.m.
Wisconsin Ballroom
A Shirtsleeves favorite, this is when we go around the room and each attendee shares his or hers best successes (or fails!) in 60 seconds or less.

Break

4:00 – 4:30 p.m.

Shuttle to Destination Activity

4:30 – 5:45 p.m.

Madison on Tap: Craft Beverage and Cheese Pairing Experience 

5:00 – 7:00 p.m.
Sponsored by Bandwango

Mix & Mingle

7:00 – 8:00 p.m.

Shuttle to Hotel

7:00 – 8:00 p.m.
 


 

Thank you to our sponsors 

    An image of a logo that reads               An image of a logo that reads: Simpleview

Thank you to our vendors

 

Downtown Restaurants 

107 State 

Italian 
Walking distance – 3 min  
$$  
A slightly upscale Wisconsin tavern with Italian influences located in downtown Madison. 

BelAir Cantina 

Mexican  
Walking distance – 7 min
$$  
A Wisconsin staple with a famous lineup of tacos, mouthwatering margaritas, and more. Inspired by the Californian coast and the taco trucks and stands that line the beaches, Chef Noe mixes traditional Mexican cooking with unique flavors and techniques for a menu that’s deliciously different and full of fresh ingredients.  

Cento 

Italian
Walking distance – 3 min
$$  
A premier Italian restaurant that blends Old World Italian traditions with modern techniques. Menu highlights include handmade pasta, slow-roasted meats, and pizza from a wood-burning oven. The open-style kitchen allows you to watch the staff in action as they prepare your meal.

The Coopers Tavern 

Irish Bar
Walking distance – 1 min
$$  
A European-style neighborhood tavern. A place to grab a pint after work or catch up with friends and watch the match. Serving up hearty, rustic food and an extensive beer list featuring 28 different taps and our whiskey list features over 130 of the finest bourbons, American, Scotch, and Irish whiskeys around.

DLUX 

Hamburger
Walking distance – 7 min
$$  
A hip burger and cocktail bar serving delicious burgers and fries, decadent shakes, and craft cocktails. 

Eno Vino Downtown  

Bistro
Walking distance – 7 min
$$ -$$$
This rooftop restaurant offers stunning views of the state Capitol! Enjoy the scenery while selecting from 300+ wines by the bottle and globally inspired small plates. Cheese, please: Offerings include several selections from Wisconsin, from Roth Grand Cru to Little Boy Blue. Be sure to try the sauteed green beans and hearthstone flat breads.  

Graze

American
Walking distance – 6 min
$$ -$$$
Opened in 2010 by James Beard Award winner Chef Tory Miller, Graze serves seasonally inspired dishes in a lively, airy venue with sweeping views of the state capital building. 

Ian’s Pizza on State

Pizza
Walking distance – 3 min
$
Home of the Mac 'n Cheese Pizza and voted Wisconsin's Best Pizza by Food Network, Ian's Pizza features unique pizza flavors and a fresh salad bar of seasonal items. 

Jalisco Cocina Mexicana 

Mexican
Walking distance – 7 min
$$
Jalisco Cocina Mexicana brings a taste of home to Madison with a dash of California flavors. Our goal is to stay as authentic as possible with items like our popular queso tacos, birria tacos, or our grandma's mole sauce.  

JustVeggiez

Vegan
Walking distance – 9 min
$$
Modern, flavorful, soulful, to-go vegan restaurant. EAT WELL AND BE HAPPY. JustVeggiez is a black, family-owned vegan establishment offering a healthful twist on beloved dishes through our restaurant, catering, and vendor services. 

Lucille 

Pizza
Walking distance – 8 min
$$-$$$
This tri-story venue is located at the gateway of Madison's historic culinary center and offers a locally sourced, globally inspired menu. Signature shareables: Steel pan nachos, chicken tinga tostadas and Wisco cheddar-crusted steel pan.  

Merchant 

American
Walking distance – 8 min
$$
Merchant celebrates the American Craft Movement through a passion for quality ingredients, honest and simple cooking, and the American craft of bartending. Taste our menu featuring locally-sourced vegetables, protein, and dairy. 

Naples 15  

Italian
Walking distance – 8 min
$$-$$$
Authentic traditional Neapolitan cuisine and certified AVPN "Associazione Verace Pizza Napoletana" Neapolitan Pizza direct from Naples to Downtown Madison. 

Nattspil 

Eclectic
Walking distance – 8 min
$$-$$$
Hidden haunt offering global small plates, cocktails & beer in an intimate space. 

Osteria Papavero  

Italian
Walking distance – 10 min
$$-$$$
Osteria Papavero is a casual, rustic Italian restaurant in the heart of Madison’s downtown. Chef Francesco Mangano is from Bologna, Italy and cooks traditional Italian fare with an elevated twist.

Rare Steakhouse

Steak
Walking distance – 10 min
$$$$
Created by Wisconsin natives for Wisconsin diners, Rare features USDA Prime steaks aged in-house, certified sommeliers to guide guests in choosing from a selection of more than 750 wines, and truly remarkable service overall.

Settle Down Tavern

American
Walking distance – 8 min
$$
A cozy upscale tavern. Home of the Good Idea Burger, the world's fastest burger! 

Sol’s on the Square 

Korean
Walking distance – 6 min
$$-$$$
Authentic Korean dining just off of Capitol Square. 

Tavernakaya 

Japanese
Walking distance – 6 min
$$-$$$
Tavernakaya offers a unique yet familiar experience where classic tavern meets modern izakaya. Offering comfort foods with an extensive drink menu consisting of local and Japanese beers, sake & whiskeys. 

Tempest Oyster Bar 

Oyster Bar
Walking distance – 10 min
$$-$$$
Tempest offers simple and modest preparations of dishes meant to make you feel at home or take you to a place you have never been before. From Friday Night Wisconsin Fish Fry to seared Yellowfin Tuna above all else is quality and care of the ingredients. 

The Great Dane Pub & Brewing Co. Downtown  

Bar & Grill
Walking distance – 9 min
$$-$$$
Amazing salads and bowls to impressive burgers and wraps (not to mention their vast original craft brew taps). 

Tipsy Cow  

Bar & Grill
Walking distance – 6 min
$$-$$$
Your downtown destination for tavern food. Using high-quality ingredients, we offer a delicious menu of appetizers, sandwiches, soups, and salads. Stop by the bar to taste our ever-changing craft beers from around the country. 

Tornado Steak House 

Steak house 
Walking distance – 8 min
$$$
Tornado Steakhouse is Madison’s premier downtown steak house offering white linen dining in a supper club atmosphere. Join us nightly for award-winning food including steaks, pork, duck, rabbit, lamb, seafood and fish specials. 

 

Peruse things to do.

Staying at the Madison Concourse Hotel means you’re within walking distance of tons of things to do downtown—many of them for FREE! Meander through the Madison Museum of Contemporary Art. Take a tour of the Capitol or the Frank Lloyd Wright-designed Monona Terrace. Check out the UW-Madison campus. Drink, dine and shop your way down State Street. Or, find live music, food tours and trivia nights on our events calendar

Casual Dress Code for the Conference: Comfort is Key!

The recommendation is a "casual" dress code. While interpretations of "casual" can vary, here's our take on what would be appropriate and comfortable for an educational setting.
The weather you can expect for your visit will be that of a moderate Wisconsin winter day. Be prepared for warmer winter temperatures during the day and chillier at night. We suggest to dress in layers so you can adjust to indoor and outdoor temperatures comfortably. And don't forget to embrace the winter charm of Madison!

Say “cheers!” to a fun Forum.

We’ll close out our conference by hopping a shuttle to Old Sugar Distillery. It’s one of several stops on our Madison on Tap craft beverage trail but this session will be special: it features a craft cocktail plus a cheese pairing class from Fromagination (a Wisconsin cheese shop). Special thanks to Bandwango for sponsoring this event and working with us on Madison on Tap, Madison by Bike and more! The first drink is hosted and a cash bar will be available.