MARKETING PARKS AND THE OUTDOORS TO ALL AMERICANS – AND MORE INTERNATIONAL VISITORS, TOO! October 21, 2014 1 Packet Contents This packet contains information on the speakers, responders and organizations involved in the session: Marketing Parks and the Outdoors to All Americans – and More International Visitors, Too! The session was a special part of the National Park Hospitality Association’s 2014 Fall Meeting, held in Washington, D.C. October 20-22. This session took place October 21, and can be viewed in its entirety at http://new.livestream.com/usinterior/events/3466566. Speaker, Responder, and Moderator Bios - Carlos Alcazar: Managing Director, The Tombras Group - Dave Bratton: Managing Partner, Destination Analysts Inc. - Ken Dowling: Partner, GREYnyc - Jerry Jacobs Jr.: Principal, Delaware North Companies - Jon Jarvis: Director, National Park Service - Stephanie Meeks: President, National Park Trust - John Peters: President, USA TODAY Travel - Chris Thompson: President and CEO, Brand USA Supplemental Information - National Park Trust: HOPE Crew - Delaware North Companies: Fast Facts - Destination Analysts Inc.: State of the American Traveler - Brand USA: Building on Success - USA TODAY Travel - GREYnyc - The Tombras Group 2 Marketing Parks and the Great Outdoors to All Americans – and More International Visitors Too! NPHA 2014 Fall Meeting Speaker and Responder Information CARLOS ALCAZAR – is a media and marketing expert who works with a variety of organizations to engage America’s diverse population. He has produced award-winning work for government agencies such as the Departments of Justice, Transportation, Energy, Agriculture, Health and Human Services as well as NGOs and corporations like LIVESTRONG, AT&T, American Heart Association, Boy Scouts of America, NCLR, Kraft Foods, Epilepsy Foundation and Catholic Charities among others. He is a regular speaker at industry trade shows, conferences and special events related to cross cultural marketing and communications. Currently, Carlos leads the growth of digital-centric advertising firm The Tombras Group’s Washington, D.C. practice and is founder & chairman of the cross cultural communications agency Culture ONE World. Carlos has successfully guided education and media companies to achieve growth through corporate strategy, global expansion and business development. As president and CEO of HCN, he built the largest cause marketing and educational media firm targeting U.S. Hispanics. Prior to that, as Vice President at companies like Pearson plc and Viacom, he produced programming through television, publishing and online platforms to millions of people around the world. He started his career as a marketing and advertising executive for agencies in Los Angeles, New York and Mexico City. Carlos spent two years in South Central Los Angeles as a schoolteacher working with Latino and African American students. He holds a B.A. from the University of California, San Diego and completed Executive Education programs on Corporate Governance from Harvard Business School. He is a trustee of St. Mary’s College of Maryland and serves on the boards of World Affairs Council and the congressionally chartered National Environmental Education Foundation. DAVE BRATTON – is the Founder and Managing Director of Destination Analysts, Inc. He is a widely respected DMO industry thought leader. Dave is well known for his creative approach to market research and solving client problems with rigorous, carefully designed research programs. He has been named as one of HSMAI's 25 Most Extraordinary Minds in Sales and Marketing. Dave spent eight years pioneering new tourism research techniques and e-marketing promotions for the San Francisco Convention and Visitors Bureau as director of electronic marketing and research. His work in market research ranged from in-depth qualitative work, such as brand audits and advertising concept testing, to groundbreaking quantitative studies including return on investment, profiles of San Francisco visitors and large national consumer surveys. His research program won praise for its “best research practices in the nation” by a noted academic publication. 3 Dave’s work in electronic marketing has also been highly praised. He managed the electronic marketing efforts for San Francisco, and his new website allowed the San Francisco Bureau to achieve its goal of dramatically increasing advertising sales, while effectively promoting its membership and carrying forth San Francisco’s brand message to the world. His celebrated Life of Riley email campaign won California Tourism’s prestigious Best Electronic Promotion Award. In 2003, Dave founded Destination Analysts, Inc. He holds a Bachelor of Science degree in Economics from Iowa State University and a Master of Arts degree in Economics from the University of Arizona. After finishing his graduate work, he spent four years working as an economist for the U. S. Department of Commerce, Bureau of Economic Analysis in Washington, D.C. He specialized in economic modeling and forecasting related to a satellite set of accounts to the Gross National Product. While at Commerce, he managed the work of a team of economists and was a contributor to the noted journal, Survey of Current Business. KEN DOWLING – is Grey’s resident CPG and food expert. Ken joined Grey in 1999 to lead consolidation of one of Grey’s largest food accounts, ConAgra Foods. Under Ken’s leadership Con Agra grew threefold, adding key new business wins for the following brands: Reddi Wip, Parkay, Fleischmann’s, Egg Beaters, Orville Redenbacher’s, Eckrich, Banquet, and Healthy Choice. Currently, Ken leads strategy and marketing efforts for the JM Smucker Company, 3M, and the American Egg Board. Most recently, his efforts on JM Smucker have resulted in the consolidation of the Coffee business (Folgers, Millstone) to Grey. A recognized trends forecaster for the food industry, Ken speaks frequently to client and trade groups. His work on all three accounts has won numerous creative and effectiveness awards on behalf of his clients. Ken’s marketing expertise also extends to Cause Marketing where he leads integrated efforts on behalf of the National Park Service and National Park Foundation for the NPS Centennial in 2016. Ken also leads efforts on behalf of Grey’s signature pro bono account -- the Hole in the Wall Gang Camp -- and has consulted in the past with Harvard University for their Seeding for Success childhood education initiative. Additionally, Ken is the key architect of the Grey Media Group, working to bring the Media and Channel Planning functions back into the traditional agency structure. This initiative has allowed Grey to continue to innovate its strategic solutions and creative ideas to clients, creating true integration. Ken’s leadership was recognized in 2008 with his selection to the prestigious WPP program, Maestro, and with his promotion to the title of Partner in 2012. In his “spare time,” Ken has served as the Director of Community & Culture within Grey, guiding the development of the Grey culture with efforts in sustainability, charitable giving, community relations, employee recognition and employee development. A five-time marathon runner and active tri-athlete, Ken thrives in situations that push the physical limits. A new resident of Manhattan, Ken can be found most weekends training in Central Park. He graduated from St. Lawrence University in Canton, New York, with a B.A. degree in Political Science/Government. 4 JERRY JACOBS JR. – is a principal of Delaware North Companies, one of the most admired and largest privately held companies in the world. Delaware North has revenues of $3 billion and more than 60,000 employees serving half a billion customers on four continents. As a principal of the company, Jerry provides stewardship to the nearly 100-year-old Delaware North and its operating companies, which include industry leaders in food and retail operations at airports and sports venues, sports facility ownership and management, operations of parks and major tourist attractions, hotel ownership and management, and gaming operations both in North America and around the globe. In addition, the company recently acquired Patina Restaurant Group, a leader in the premium segment of the restaurant and catering industry, and operates restaurants and manages catering and food service operations at high-profile venues in New York, California, Las Vegas and Orlando. In his position, he is responsible for long-term strategic direction, determining mergers and acquisition candidates, positioning the company in emerging markets and working with financial institutions on overall business strategy. Beginning in high school, Jerry gained experience from virtually every area of the company. After he received his undergraduate degree, he returned in 1986 as director of development for the company’s airport business. He then attended The Wharton School of Business at the University of Pennsylvania, where he received his Master’s degree in Business Administration. He again returned to Delaware North in 1989 as vice president of development. He was named executive vice president of Delaware North in 1991. Jerry took over the reins of Delaware North Companies Sportservice in 1995 as chairman, representing the third generation of the Jacobs family to head the flagship subsidiary. Under his leadership, Sportservice successfully grew its business to include contracts with some of the world's highest-profile sports clients and venues, including the Milwaukee