• 10-12 Jun 2019
  • Lake George, New York
  • $750 Members
    $950 Community

Agenda

Tuesday 11 June
  • 7:45 - 8:45 AM
  • Conference Center Gathering Room
AdventureELEVATE Check In

Welcome to AdventureELEVATE! Come to the Fort William Henry Conference Center Entrance & Gathering Room to pick up your badge. All delegates must wear badges throughout ELEVATE to gain access to sessions and events.

  • 9:00 - 9:15 AM
  • Lake George Room
  • Keynote
Welcome to The Fifth Annual AdventureELEVATE

Speakers

Ted Martens

Natural Habitat Adventures & AdventureELEVATE Emcee

Russell Walters

Regional Director - North America, Adventure Travel Trade Association
  • 9:15 - 10:30 AM
  • Lake George Room
  • Keynote
AWAKE

Bringing AdventureELEVATE’s 2019 theme to life, Sura Al-Naimi invites delegates to consider what is possible when we think in terms of opportunity and abundance. The adventure industry’s collective intelligence and enthusiasm has the capability to innovate, create, and contribute more than any single individual among us. With this in mind, Ms. Al-Naimi shares ideas for how the adventure industry can contribute to bringing about important global shifts. Ms. Al-Naimi, an adjunct professor at Singularity University, shows us that when we combine leadership, courage, and technology, our difference can be exponential.

Speaker

Sura Al-Naimi

Chief Innovation Officer, WeOverMe, and former Global Innovation & Creativity Catalyst at Disney
  • 10:30 - 11:00 AM
  • Fort Edward Room & Gathering Room
  • Coffee Break
Networking Break

Use this time to meet other AdventureELEVATE delegates through spontaneous or pre-scheduled meetings with appointments made on the event app.

Partner

  • 11:00 AM - 1:00 PM
  • Carriage House
  • Concurrent
MediaConnect

MediaConnect gives delegates the opportunity to meet one-on-one with ELEVATE’s official media delegates working in traditional media — an impressive group of travel journalists specializing in sustainable and adventure travel. In this two-hour session, delegates can seize the opportunity to connect and pitch story ideas related to their adventure travel business. Be sure to do your homework before attending; preparation and research are key to success at MediaConnect.

HOW IT WORKS:

The MediaConnect session is open to all delegates. There are no pre-scheduled appointments with journalists at MediaConnect. Know who you want to meet with and what specific story you want to pitch, find the individual’s table (designated by a sign with his/her name), and wait to meet with the journalist to deliver your pitch. Conversations are limited to six minutes, and you may have to wait in line to meet with some delegates. MediaConnect is not repeated, though media delegates will be available for AdventureExchange meetings.

Look for detailed profiles of all official media delegates in this platform, and find more tips on pitching traditional media in the following articles from AdventureTravelNews:
How to Pitch and Work with Writers by JoAnna Haugen
How to Get Travel PR on a Budget by Jamie Sterling
7 Pitch-Perfect Tips from a Media Pro by Norie Quintos

  • 11:00 AM - 1:00 PM
  • Blue Mountain Room
  • Concurrent
Improv Wisdom: Find Answers Without Looking

Improv Wisdom is based on the “it came to me in the shower” phenomenon: When you stop working on the problem, the solution arrives. Instead of taking a giant group shower, however, we’ll engage in a fully immersive improvisational comedy workshop designed to access the problem-solving capacities of your unconscious mind. In the process, you’ll discover clues, puzzle pieces, and insights to help you make important personal and professional decisions.

Each two-hour session is limited to 15 participants. Sign up required.

Speaker

Ben Taxy

Elevation Improv
  • 11:00 AM - 1:00 PM
  • Albany Room
  • Concurrent
ATTA Community Activation

As a community of adventure travel professionals, the ATTA breeds trust and long-term partnerships. We’ll start with an introduction to ATTA membership and benefit highlights from the organization’s North American team. Then, all are invited to participate in an energetic networking session to quickly meet members from across the industry. Bring your business cards! Delegates who are not members of the ATTA are welcome to join to learn more and connect with members.

Speaker

Mira Poling Anselmi

Membership Director, Adventure Travel Trade Association (ATTA)
  • 1:00 - 2:30 PM
  • Tankard Taverne & White Lion Room
  • Meal
LUNCH

Partner

  • 2:30 - 4:30 PM
  • Albany Room
  • Concurrent
Influencer Marketing Pitchfest

One of the most effective ways to cut through digital marketing noise to reach your prospective customers online is through effective influencer campaigns. As experts in their field with a loyal audience of travelers who trust their travel advice, influencers can be a powerful component of your marketing strategy that works with your budget. Starting with a brief overview and some myth-busting about travel influencers, the session introduces delegates to the adventure-minded influencers and bloggers represented by AdventureELEVATE’s official media. They will share snapshots of their brands, audiences, expertises, creative approaches, and platforms, followed by open networking to connect one-on-one. This session is intended for delegates who want to learn more about how influencers can be integrated into their marketing efforts and become valuable partners in converting adventure travelers to customers.

Look for media delegate profiles in the AdventureELEVATE networking app, and find more tips on working with influencers in the following articles from AdventureTravelNews:
What Adventure Travel Businesses Need to Know About Working With Influencers by Casey Hanisko
A Guide to Working with Online Influencers by Jackie Nourse

Moderator

Tami Fairweather

Event Media and Adventure Media Membership Manager, ATTA / Adventure360
 
  • 2:30 - 4:30 PM
  • Blue Mountain Room
  • Concurrent
Workshop: Leading Your Business with Collaboration and Innovation

Sixty-eight percent of the U.S. workforce remains unengaged, despite an expected investment by U.S. corporations of more than $100 billion USD in training and $1 billion USD in employee engagement in 2017, according to Deloitte. Join opening keynote speaker Sura Al-Naimi as she unpacks her experience with shifting the Disney culture and organizational approach toward creativity and innovation. This session combines Ms. Al-Naimi’s inspiring, informative, and entertaining approach to storytelling stoked by her “why not” attitude, encouraging delegates to walk away with actionable ideas for shifting their company cultures and structures. It is intended for leaders, business owners, and decision-makers attending AdventureELEVATE.

Speaker

Sura Al-Naimi

Chief Innovation Officer, WeOverMe, and former Global Innovation & Creativity Catalyst at Disney
  • 2:30 - 4:30 PM
  • Long Lake
  • Concurrent
Designing Trips for and Marketing to LGBTQ+ Travelers

Adventure tour operators, destination representatives, travel advisors and media interested in learning more about the market opportunity represented by travelers who identify as LGBTQ+ will learn from experienced leaders in this session. Explore the latest market statistics from travel professionals successfully catering to this audience, gain insight into how current adventure product and marketing can be adapted to appeal to this market, and, in Q&A fashion, explore ideas and strategies with these experts and fellow delegates.

Speakers

Ed Salvato

Chief Content Officer, HospitableMe

Zach Moses

CEO, HE Travel

Meg Cale

LGBT Travel Blogger, Dopes on the Road
  • 4:30 - 6:30 PM
  • Fort William Henry Museum
Disruptive Networking Adventure (D.N.A.) Happy Hour

ATTA’s original D.N.A. Happy Hour is a new take on making business contacts. Tour operators, travel media, destination professionals, travel advisors, and industry partners — we’re all looking to build business relationships with like-minded people. Come prepared to share what is unique about your business – concisely – and you’ll share this in meaningful, fun conversations with drinks and prizes provided by event partners. 

  • 6:30 - 10:00 PM
Free Night in Lake George

Tonight is yours to explore the town of Lake George.

Wednesday 12 June
  • 9:00 AM - 12:00 PM
  • Carriage House
AdventureExchange

Back by popular demand at AdventureELEVATE is the AdventureExchange! Travel providers, media, destination representatives, and industry professionals working in all capacities within adventure travel have the opportunity to connect with fellow delegates during this dedicated session in a series of pre-scheduled, one-on-one meetings or impromptu casual meetings.

Last year’s AdventureExchange saw participation from 198 delegates with nearly 1,600 pre-scheduled meetings. This networking session is a strong complement to MediaConnect and the Influencer Marketing Pitchfest by providing dedicated meeting time for all delegates. Creative partnerships come from creative thinkers and needn’t fit a predefined formula. Listen to a new product idea, share common challenges and solutions with colleagues, find a unique take on your company’s story and share it with the attending media — the opportunities are only limited by the extent of our imaginations. Learn how it works.

Partners

  • 12:00 - 1:30 PM
  • Tankard Taverne & White Lion Room
  • Meal
LUNCH
  • 1:30 - 3:30 PM
  • Albany Room
  • Concurrent
Quest360 Digital Trendspotting Lab

The travel industry no longer lives in a bubble. Unprecedented technological change is redefining why and where we go. Adventure travel stakeholders including tour operators, travel advisors, media, and destination representatives must prepare to engage and delight customers through new marketing and distribution channels. This is the time to ask big questions. In this session, Luke Bujarski founder at LUFT, will present his latest research and views on emerging digital trends. He will then lead an engaging discussion utilizing Quest360, a query-driven, knowledge-sharing resource for the travel industry. The objective of the session is to collectively learn and self-assess overall digital preparedness. The basic premise is simple: Questions are the answer. The questions we ask shape strategy and channel our efforts. Here we explore some of the big questions travel industry experts and practitioners have been asking across the travel industry value chain. Delegates will then participate in a real-time simulation of the tool by proposing questions driven by your own curiosity, knowledge gaps, and business challenges.

Speaker

Luke Bujarski

Founder & CEO, LUFT Group
  • 1:30 - 3:30 PM
  • Long Lake Room
  • Concurrent
Film Screening: Poverty, Inc.

Tourism intersects nearly every societal and environmental function on Earth: economics, climate, wildlife, culture, infrastructure, politics, identity. Ending poverty is at the top of the list of the United Nations’ Sustainable Development Goals. While the West has positioned itself as the protagonist of development, the results have been mixed, and in some cases even catastrophic. Leaders in the developing world are growing increasingly vocal in calling for change. Drawing from more than 200 interviews filmed in 20 countries, Poverty, Inc., unearths an uncomfortable side of charity we can no longer ignore. From TOMS Shoes to international adoptions and solar panels to U.S. agricultural subsidies, this Social Impact Media Award Winning film challenges each of us to ask the tough question: Could I be part of the problem? Watch the trailer.

Partner

  • 1:30 - 3:30 PM
  • Tree Deck - Outdoors
  • Concurrent
Adventure Accelerator: Government Supported Outdoor Recreation

New to AdventureELEVATE this year, facilitated small group dialogues will occur on select topics of interest trending with the North American ATTA community. With limited capacity (sign-up required to participate) in outdoor seating, delegates enrolled in these Adventure Accelerator discussions will be expected to participate, share knowledge, and find like-minded individuals with a passion for the topic at hand.

This accelerator  explores the growing trend of creating outdoor recreation state offices across the U.S. Delegates will learn what these offices do, the shared principles uniting them (economic development, conservation and stewardship, education and workforce training, and public health and wellness), and strategies for working with officials to increase outdoor recreation. We’ll explore the intersection of adventure travel and outdoor recreation, and discuss the different stakeholders needed to create a greater foundation of knowledge and cooperation between the outdoor recreation and adventure travel communities. The focus is on recreation, conservation, and related policy-making and destination development, so this session is intended for U.S.-based and international participants alike, particularly those with expertise in commercial tour operations, economic assessment, philanthropy, and marketing.

This two-hour session is limited to 20 participants. Sign-up required.

Facilitator

Tim Tierney

Director of International Trade and Business Recruitment, Vermont Agency of Commerce and Community Development
 

  • 1:30 - 3:30 PM
  • Tree Deck - Outdoors
  • Concurrent
Adventure Accelerator: Travel Advisors in Adventure

New to AdventureELEVATE this year, facilitated small group dialogues will occur on select topics of interest trending with the North American ATTA community. With limited capacity (sign-up required to participate) in outdoor seating, delegates enrolled in these Adventure Accelerator discussions will be expected to participate, share knowledge, and find like-minded individuals with a passion for the topic at hand.

As the adventure industry grows and travelers expect increased personalization (custom itineraries was the number one trend in ATTA’s 2018 Trend Snapshot), the expertise travel advisors — aka, travel agents — bring is seen by many to grow in value. Armed with fresh research and a facilitation style engaging all delegates in this small group dialogue, this intensive is designed to generate concrete ideas on how advisors can succeed within the adventure travel arena. This session is intended for travel advisors/travel agents and those who work closely with them.

This two-hour session is limited to 20 participants. Sign-up required.

Facilitator

Deirdre Campbell

Managing Director-Canada, Beattie Tartan
 



  • 1:30 - 3:30 PM
  • Blue Mountain Room
  • Concurrent
Repeated: Improv Wisdom: Find Answers Without Looking

Improv Wisdom is based on the “it came to me in the shower” phenomenon: When you stop working on the problem, the solution arrives. Instead of taking a giant group shower, however, we’ll engage in a fully immersive improvisational comedy workshop designed to access the problem-solving capacities of your unconscious mind. In the process, you’ll discover clues, puzzle pieces, and insights to help you make important personal and professional decisions.

Each two-hour session is limited to 15 participants. Sign up required.

Speaker

Ben Taxy

Elevation Improv
  • 3:30 - 4:00 PM
  • Fort Edward Room & Gathering Room
  • Coffee Break
Networking Break

Use this time to meet other AdventureELEVATE delegates through spontaneous or pre-scheduled meetings with appointments made on the event app.

Partner

  • 4:00 - 5:00 PM
  • Lake George Room
  • Keynote
AMPLIFY

While our opening keynote speaker awakens us with insight and tools into thinking differently, our closing keynote will ignite the spark and illuminate pathways for our industry to act differently. Travel is a powerful vehicle allowing us to connect with our planet and fully understand the threats it faces. Without travel, we simply cannot build the community we need to tackle global problems.

1% for the Planet was started in 2002 by Yvon Chouinard (founder of Patagonia) and Craig Mathews (founder of Blue Ribbon Flies). Both successful entrepreneurs, they recognized the power of collective action to protect the environment. As AdventureELEVATE 2019 comes to a close Kate Williams explains how business owners and travelers can find their 1% (which isn’t restricted to just money) to build a global movement, address today’s urgent issues, and inspire us to collectively amplify the positive impact adventure travel can make.

Speaker

Kate Williams

CEO, 1% for the Planet
  • 5:00 - 5:30 PM
  • Lake George Room
  • Keynote
Open Eyes, Full Hearts

Parting thoughts with ATTA/Adventure360’s President, Casey Hanisko

Speaker

Casey Hanisko

President, Adventure Travel Trade Association / Adventure 360
  • 6:00 - 10:00 PM
  • Meal
Closing Dinner with New York Partners

Details and location to be announced

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