2025 Governor’s Conference
Learn MoreMissouri Governor’s Conference on Tourism
About
The Missouri Governor’s Conference on Tourism is an annual conference that features a strong line-up of expert speakers, as well as exciting social events to enhance your networking opportunities with top leaders and innovators.
Join us at the 2025 Conference, held at The Resort at Lake of the Ozarks in Lake Ozark on October 7-9.
Conference Hotel: The conference rate ($149-179 + tax and $10.00 resort fee) is available Oct. 6-9 at The Resort at Lake of the Ozarks. Reservations can be made via the link or by calling 573-693-9988 and asking for the 2025 Governor’s Conference on Tourism discounted rate. The room block closes September 8, 2025.
Questions? Please contact Jadrien.Bopp@ded.mo.gov
Donate to our 2025 Governor’s Conference Giving Back Cause: The Dream Factory
Registration
Full Conference Pass (meals included) (October 7-9) | Early Bird $350 / Standard $400
One-Day Pass (meals included) (October 8) | Early Bird $300 / Standard $350
Awards Banquet Pass Only | $100
Lunch Pass Only (subject to Governor’s attendance) (October 8) | $50
Early Bird Registration closes September 5. Final Registration closes September 19.
Destination Experience
Enjoy an exclusive tour of Kansas City Current’s CPKC Stadium, the world’s first women’s professional sports stadium. Discover the team’s history, explore behind-the-scenes, and capture a memorable photo op on the pitch. Join us for this unique destination experience!
Agenda
Tuesday, October 7
Registration
Sponsored by Madden Media
Exhibitor Trade Show Set Up
MACVB Board Meeting
Invitation only
Destination Experience
Sponsored by Visit Clay and Visit KC
*RSVP required
Marketplace Reception
Sponsored by Dotdash Meredith
Join us for a Marketplace Reception before the Welcome Reception. The event will provide valuable time to network with your peers and establish connections with vendors at the conference. Light refreshments will be served.
Welcome Reception
Sponsored by Visit Clay and Visit KC
Join us for a fun-filled event at Kansas City’s Worlds of Fun. Step into the Americana section, where we’ll bring the essence of a classic carnival to life. Enjoy a few rides, games and nostalgic fun in a vibrant, festive atmosphere.
Transportation to and from the host hotel will be provided.
Wednesday, October 8
Exhibitor Trade Show
Visit with business professionals and service providers who help support the tourism industry.
Registration
Sponsored by Madden Media
Breakfast
General Session
The Power of Destination Branding: Crafting Messages That Inspire
Speaker: David Lorenz, Executive Consultant for MMGY Next Factor
When you do it right, destination branding is easy – just like hitting a hole in one. When you find that message that stirs emotion, creates awareness and inspires people to consider your community as a place to visit, you’ve discovered a superpower.
For marketers crafting a brand message, research is critical. Knowing how people feel about the destination is key, and it’s just as important to know about the perceived weakness of the destination as it is to know about its strengths.
Knowing your brand, what your community stands for, what makes it unique and how it’s perceived, is the keystone to marketing success.
Join us as we discus the value of destination branding and how branding can engender community pride and drive success.
10 Minute Break
Breakout Session
Unlocking the Power of AI in Tourism Marketing
Speaker: Jarad Johnson, Mostly Serious
In this interactive workshop, we will explore how artificial intelligence (AI) is transforming the tourism industry and provide practical strategies for leveraging AI tools in your marketing efforts. Attendees will gain a foundational understanding of AI, its various categories, and how it is already being utilized in areas such as search, content creation, digital ads, email outreach and chatbots.
Through hands-on exercises and demonstrations, we will demystify AI and showcase how tools like ChatGPT can streamline tasks, enhance creativity and improve customer experiences. We’ll discuss best practices for introducing AI into your organization, including guidelines for responsible usage and addressing common concerns.
Participants will walk away with actionable insights on how to effectively integrate AI into their tourism marketing strategies, ultimately driving efficiency, innovation and growth in an increasingly competitive landscape.
Breakout Session
Attribution: Tying Marketing Dollars to Total Economic Impact
Speaker: Travis Napper, Tourism Economics
Understanding the true economic impact of destination marketing initiatives is paramount to evolving strategy and enhancing advocacy. Come explore the future of marketing attribution—one where each dollar spent contributes to tangible economic returns that fuel your community and solidify your organization as a game-changing, data-driven leader. We’ll show you how to illustrate this with Tourism Economics’ newest tool.
Breakout Session
Connecting Newcomers to Resources and Insights
Panel: Missouri Division of Tourism Managers
This interactive session will introduce you to the Missouri Division of Tourism (MDT) team and provide you with an overview of the organization’s function. Learn how to leverage the valuable information and resources MDT offers to enhance your work in your respective destination. Engage with the staff, ask questions, and gain the knowledge you need to succeed in this dynamic industry.
Break and Exhibitor Trade Show
Visit with business professionals and service providers who help support the tourism industry.
All Breakout Sessions Repeat
This is your chance to see another breakout session.
Luncheon
Sponsored by OBP Agency
Breakout Session
Getting Started with Canva: A Beginner’s Guide to Stunning Designs
Speaker: Anndrea Harris, Whooann Creative Studio
Elevate your visual content by learning the fundamentals of Canva, a user-friendly design platform that allows users to create professional-quality marketing materials. This session will cover essential tools and techniques to help you design eye-catching social media posts, brochures and print ads that will captivate your audience and enhance your brand.
Breakout Session
Destination Developers: The Evolving Role of Tourism Leaders
Speaker: David Lorenz, Executive Consultant for MMGY Next Factor
Tourism leaders have always done more than just “put heads in beds.” We inspire engagement, help to establish the tone of what the community stands for today, and cultivate a culture of aspiration.
At a time when it seems societal norms are at a breaking point, our industry leadership is more important than ever to bring people together, as coalition builders, moderators and motivators.
In this breakout session, we’ll talk about the value of collaboration at the community level and why today’s tourism leaders need to consider themselves “destination developers.”
Breakout Session
Navigating Media Chaos: Aligning Audience Targeting, Measurement and Messaging
Speaker: Jamie Hurt, Spectrum Reach
Navigating the chaos of media fragmentation and maintaining consistent messaging is crucial for modern marketers, especially in the travel industry. Gain insights into crafting targeted messages that align perfectly with your travel audience and media channels, leading to more effective creative strategies and precise measurement and tracking. We’ll explore ways to manage diverse media channels while keeping your messaging unified. Learn how to synchronize your creative content with audience preferences across various platforms to ensure your campaigns resonates with your travelers.
Gain insight on how to tell the stories your visitors want to hear, rather than the ones you want to tell. Join us to discover the tools that will help you get to know your visitors and create impactful, audience-driven campaigns in the travel industry.
10 Minute Break
All Breakout Sessions Repeat
This is your chance to see another breakout session.
10 Minute Break
General Session
A Match Made with FIFA
Speakers: Kathy Nelson, Visit KC, and Jim Rowland, Missouri Division of Tourism
Join us for an insightful session on the upcoming FIFA World Cup. We’ll discuss strategies to effectively prepare for the influx of visitors and activities, highlighting potential opportunities for local businesses and communities. Don’t miss this chance to learn about the anticipated economic boom and how to leverage the World Cup to foster growth and development in your community.
Break and Exhibitor Trade Show
Visit with business professionals and service providers who help support the tourism industry.
Missouri Tourism Commission Meeting
Seating is limited.
Awards Reception
Wine compliments of the Missouri Wine and Grape Board.
Awards Banquet & Presentation
Wine compliments of the Missouri Wine and Grape Board.
Thursday, October 9
Exhibitor Trade Show
Visit with business professionals and service providers who help support the tourism industry.
Registration
Sponsored by Madden Media
Breakfast
Breakout Session
Showcasing Missouri: Strategies for Attracting International Travelers
Speakers: Renee Eichelberger, Explore St. Louis, Jenny Wilson, Visit KC, and Megan Sheets, Missouri Division of Tourism
Join us for an engaging panel session that explores strategies to enhance Missouri’s appeal to international visitors. This session features a moderated discussion with tourism representatives from St. Louis and Kansas City, two of Missouri’s vibrant cities. Learn about the current initiatives, challenges, and future plans these cities are implementing to attract and welcome tourists from around the globe. Gain insights into successful marketing campaigns, cultural exchange programs, and infrastructural developments aimed at showcasing Missouri’s unique attractions on the international stage.
Breakout Session
Mastering Canva: Elevate Your Brand and Generate Success
Speaker: Anndrea Harris, Whooann Creative Studio
Hear from the “Canva Queen” as she shares insider tips and strategies to elevate your visual online presence. Don’t miss out on this valuable opportunity to level up your skills and make your destination stand out.
Breakout Session
What’s Your Reputation Worth?
Speakers: Carmen Fenton and Margaret Faintich, Osborn Barr Paramore
How you manage a crisis can shape your organization’s reputation. Join us for an insightful session where you’ll learn essential strategies for managing and disseminating information during crises to minimize damage and maintain trust. The session will share real-world case studies and best practices, emphasizing transparency, empathy, and consistency to enhance your organization’s crisis response and safeguard its reputation.
10 Minute Break
All Breakout Sessions Repeat
This is your chance to see another breakout session.
Break and Exhibitor Trade Show
Visit with business professionals and service providers who help support the tourism industry.
Missouri Division of Tourism Update
Speaker: Stephen Foutes, Missouri Division of Tourism
During this session, you’ll see examples of MDT’s work to showcase Missouri as a travel destination, hear programmatic updates and get a sneak peek at the Division’s marketing plans for spring 2025 and beyond.
Giveaways & Closing Remarks
Conference Concludes
Speakers
Keynote Speaker
David Lorenz
Dave Lorenz, served as Vice President of Travel Michigan until retirement in December, 2023. In this role, he was responsible for leading the state’s tourism branding, advertising, and public relations efforts, overseeing the award-winning Pure Michigan tourism campaign and coordinating overall statewide tourism initiatives.
Mr. Lorenz is immediate past Chair of the National Council of State Tourism Directors and serves on the Executive Committee of the Board of Directors for the U.S. Travel Association. He also served as Chair of Great Lakes USA, the regional international marketing consortium and Cruise the Great Lakes, a two-nation destination cruise marketing organization. Dave serves on the Board of Directors for Michigan Cares for Tourism and the West Michigan Tourism Association. In his prior role, he was a board member of the Detroit Metro Convention and Visitors Bureau, MotorCities National Heritage Area, Lansing Convention and Visitors Bureau, and the Grand Rapids Hotel Advisory Board. Today, Mr. Lorenz serves as Executive Consultant for MMGY Next Factor.
Jarad Johnson
Jarad is the founder and CEO of Mostly Serious, a Springfield-based full-service digital agency that collaborates with leading regional organizations such as CoxHealth, Paul Mueller, and The Community Foundation of the Ozarks. In 2020, he co-founded Habitat Communication & Culture, a consultancy that assists clients in needs assessment, strategic planning, leadership & management training, and custom research initiatives.
As a dedicated community member, Jarad was the founding board president of Springfield Creatives, a professional organization supporting local creatives. He has also contributed to the Springfield Community Gardens advisory board and served on the Board of Directors for the Downtown Springfield Association and the Galloway Community Improvement District.
Anndrea Harris
Anndrea Harris, a proud native of Fort Worth and distinguished Canva Community Canvasador, is a seasoned marketing professional based in Wichita Falls, Texas. Having previously served as the Social Media and Marketing Specialist at The City of Wichita Falls, Anndrea brings a wealth of branding expertise to the table, aiming to create a positive impact in her community. Currently, she collaborates with local non-profits, city government entities, and municipalities, leveraging her skills in marketing and branding through Whooann Creative Studio. Widely recognized as the “Canva Queen,” Anndrea drives creativity at Whooann Creative Studio as its owner and creative director, assisting businesses in reaching their target audience and achieving success.
Jamie Hurt
Jamie Hurt is a dynamic force in advertising, marketing, and sales, currently serving as the Director of Sales in Kansas City for Spectrum Reach, the media division of Spectrum. With over 25 years of experience, Jamie is known for her innovative strategies that effectively connect brands with their target audiences, particularly within the travel and digital ecosystems. Jamie’s approach is about making the process enjoyable and inspiring while achieving results. Her campaigns are both creative and effective, tapping into the excitement of travel and the potential of digital platforms. Leading her team with enthusiasm, Jamie encourages them to push boundaries and think creatively while enjoying the journey. Whether it’s a travel brand or a digital campaign, Jamie ensures her teams and clients stay ahead in the fast-evolving media landscape.
Kathy Nelson
As President and CEO of Visit KC and the KC Sports Commission & Foundation, Kathy Nelson is a strong believer in the economic, social and community-building benefits of sports. She works to promote Kansas City locally and nationally with the goal of attracting, retaining and facilitating sports events and organizations in the bi-state area. Prior to the KC Sports Commission, Nelson served in senior management roles in marketing, sales and promotions at Time Warner Cable and Metro Sports and held a number of roles at FOX 4/WDAF-TV in Kansas City including creative services manager, producer, reporter and editor. Along her career path, Nelson has received numerous Telly, Emmy and cable television awards for television production, specifically sports production. She was the first woman to win a regional Emmy for the production of an NFL game in the early 2000’s.
Jim Rowland
Jim Rowland joined the Division of Tourism as the National Account Manager – Sports Tourism. Jim previously worked as the Executive Director of the Jackson County Sports Complex Authority for 18 years. During that time, there were $700 million renovations completed within Kauffman Stadium and Arrowhead Stadium. In addition, during his time at Jackson County Sports Complex Authority, the 2012 MLB All-Star game, two World Series, multiple AFC Championships and three Super Bowl parades took place. In his Executive Director role, he provided overall management for the organization including: financial, human resources, administrative, government relations (City, State and County), contract oversight, communications, construction and implementation of strategic goals and objectives as defined by Board of Directors. Jim earned his Bachelor of Arts degree in Industrial and Labor Relations from Rockhurst College.
Travis Napper
Travis Napper is Director of Destination Partnerships at Tourism Economics; an Oxford Economics company dedicated to understanding the relationship between travel and the economy. He uses his experience as both a state tourism director and a DMO President to connect DMO clients to data-centric solutions and has the understanding to provide answers to complex problems. Travis loves travel and when he is not on the road for work, he is planning trips far and wide with his family.
Renee Eichelberger
Renee M. Eichelberger is the Senior Director of Leisure Travel Sales at Explore St. Louis, the official destination marketing organization for both St. Louis City and St. Louis County. With a tenure dating back to 1998, Renee has played a pivotal role in the organization’s success, steering the ship in the realms of domestic and international leisure travel sales. Her responsibilities encompass targeted outreach to tour operators, third-party intermediaries, media, and general consumers.
Jenny Wilson
Jenny Wilson is the Vice President of Tourism Development at Visit KC with over 25 years of industry expertise. Her current role focuses on international & domestic leisure tourism and is complemented by a proven track record in sales, event planning and strategic leadership. Jenny has held roles at Visit KC as the Vice President of Partnerships & Events and Director of Sales & Services. In these capacities, Jenny directed a team focused on driving economic growth through sales, established strategic partnerships within the community while working to elevate Kansas City’s profile as a premier meeting and travel destination.
Megan Sheets
Megan Sheets is the Travel Trade Specialist for the Missouri Division of Tourism. Her efforts in both the Domestic and International markets are integral to contributing to Missouri’s economic impact. Megan previously worked for the City of Columbia as Event Services Specialist, where she excelled at coordinating, planning and executing meetings and events. Her time spent as Executive Assistant to various Commissioners and VPs further honed her skills in business communications, administration, client services, operations and records management. Megan earned her Master of Business Administration from Columbia College.
Carmen Fenton
Carmen Fenton is a seasoned public relations professional with over 15 years of experience. She has successfully managed public relations and public policy priorities for numerous organizations and public figures. Carmen has become a trusted advisor to CEOs, politicians, and brand spokespeople, guiding them through media interviews across print, broadcast, and television channels.
She has contributed to hundreds of media campaigns, specializing in message development, crisis communication, and public relations strategies. Carmen has prepared spokespeople for high-profile outlets such as NPR, The New York Times, The Today Show, Fox, CNN, and Bloomberg. At OBP, she leads the public relations team, connecting media and the public with organizational work through various opportunities.
Margaret Faintich
Margaret Faintich leads cross-agency teams and clients to drive results. She has 20+ years of experience creatively solving business problems and bringing together strong teams. She oversees work for OBP’s Tourism Portfolio, including Missouri Division of Tourism, Morey’s Piers and Southeast Tourism Society.
Stephen Foutes
As director of the Missouri Division of Tourism, Stephen leads a dedicated team of marketers, communicators, researchers, program managers, legislative and financial specialists, and welcome center ambassadors focused on promoting Missouri as one of the country’s top travel destinations. A lifelong Missourian, he holds a bachelor’s degree in communications from Central Methodist College and has worked at the Division of Tourism in varying roles for more than 10 years.
Sponsorship
There are multiple opportunities to make your mark this year. Click below for sponsorship details.
Thank you to our 2024 Sponsors
417 Magazine
AAA
AdTheorent
CTM Media Group
Disney Advertising
Expedia
iHeart Media
McDaniels Marketing
Miles Partnership/ Brand USA
Missouri Life Magazine
Missouri Travel Alliance
Missouri Wine & Grape Board
Ripe
Simpleview
Sojern
TravelTV
Your-Type
The Rural Agency
Award Nominations
Nominations are closed.
The Governor’s Conference on Tourism Awards are open to DMOs, tourism attractions, lodging, restaurants, festivals/events, publications and other entities contributing to the tourism industry in Missouri. Entries should demonstrate exemplary customer service, initiative and have positively influenced the tourism industry.
Missouri Tourism Hall of Fame
Presented to an individual who has worked in the tourism industry for a minimum of 10 years and whose contributions have significantly and measurably impacted tourism in Missouri.
Sen. Emory Melton Legislative Award
Honors an individual who recognizes the value of tourism to the state and works through the legislative process to support Missouri’s tourism industry.
Marketing Campaign Award
Recognizes an effective integrated marketing campaign that results in increased tourism and economic benefit to a region.
Pathfinder Award
Recognizes an event or organization that successfully develops a niche tourism market.
Innovator Award
Honors a small tourism organization or individual who achieves significant results on a modest budget.
Navigator Media Award
Presented to a media outlet that promotes tourism in Missouri and its importance to the state’s economy.
Rising Star Award
Honors an individual who has worked for a tourism-related organization less than five years or who has transitioned to a new role and made significant advancements to the organization’s efforts.
Tracy Kimberlin Hospitality Award
Recognizes an individual, business or organization that has demonstrated excellent customer service.
Film Industry Champion Award
Presented to an individual who advocates for the film industry and works to expand its presence in Missouri.