Workshops and Speakers
The Guest Experience
How One Person Can Improve Guest Reviews In today’s world of digital courage, people are quick to give their opinions and write bad reviews. What if
there was a way to prevent these? What if we could address someone’s concerns and complaints before
they took to the internet? We can! In this session learn how the engagement of your staff will be directly
correlative to your guest reviews and what practical things can be implemented to improve guests'
experience. JoshuaEvans,authorofE
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The Guest Space Reimagined
In the highly competitive hospitality business, guest rooms, and social spaces indoors and out, are
constantly reimagined by high powered big box hotel chains. Now the home rental market is appealing
to travelers to change their travel habits and inhabit newly available options. How do you compete?
What can you do without breaking the bank to reinvigorate and re-imagine your guest spaces and
amenities for today’s traveler?. How do you encourage your guests to use your public and shared
spaces and make them feel welcomed to do so? This session focuses on guest entry areas, common
rooms, dining rooms, and outdoor spaces. Marjorie Feltus Hawkins, FH Design, LLC; Elizabeth
Campbell, Elizabeth Campbell Photography.
The Dynamics of Creating Consistency
We live in a world with high expectations for customer service. Your reviews and reputation create
expectations before guests even arrive. How do you hit that mark consistently every day? How do you
convey to staff your commitment to extraordinary customer service? From a task list that is easily
followed to a culture of attention to every guest detail, this session shows how to deliver on the promise
your marketing makes. Learn how to define and create your standards for quality and your plan to deliver
it. Eliot Dalton, Inn Consultant & Broker, moderator; Jim Beazley, Beazley House B&B; Katherine Brown,
Bloomsbury Inn; Leslie Mulcahy, Rabbit Hill Inn.
Tablescapes and Pretty Plates
Take a fresh look at your dining space and consider options for enhancing the guest experience. Urban
Inn? Add a public transportation map as placemat or table cover. Family friendly? Create a local treasure
hunt and provide the clues at breakfast to keep family members of all ages engaged. Historic Inn? Use a
few antique pieces mixed with clean modern style to evoke the era without overwhelming today’s traveler.
Get plating ideas that enhance the food and reflect your personality. Find great online resources to spark
creativity for rethinking your food presentation. Donna Cain, Captain Freeman Inn; Stephanie McCaffrey,
McCaffrey House Bed & Breakfast; Nancy Miller, Southmoreland on the Plaza; Lynnette Scofield, The
William Henry Miller Inn.
Cutting to the Chase: What really WOWS today’s traveler?
Hotels are upping their game to personalize the guest experience. We own that space in the
marketplace; we are the personal, experience-based alternative. What are the best practices that help
you succeed in the “experience based travel” business model? This session focuses on how to use the
information guests provide when you are truly paying attention to evaluate, create and renew your
offerings. Bruce Abney, El Morocco Inn & Spa; Terry Hammer, Hermann Hill Vineyard, Inn & Spa; Karen
Lynch, Lynch Hospitality Consulting.
Creating the Culinary Experience
Part of the guest’s experience is a dining event that surprises and delights. Create a breakfast that is
uniquely yours yet is on-trend with what is driving contemporary guests and will have them coming back
for more. Discover how to create your signature dish and then show it off through promotion on your
social media outlets. This presentation includes demonstrations and slides to help you create,
successfully photograph, and promote your unique dining experience. Susan Steffan, Farmers Guest
House B&B and Marcus Berg, Unique Angles Photography.
Brilliant Doable Breakfast Concepts
Learn how to exceed the guest’s expectations while being true to your style. Figure out how to take
advantage of the local food scene to keep breakfast relevant to today’s traveler. Surprise and satisfy
even your toughest vegan, celiac, or allergy-prone guest. Simple recipes and serving techniques for
plated, buffet, full or continental breakfast and breakfast-to-go options will be covered.
Deb Mosimann, Swiss Woods Bed & Breakfast Inn and Yvonne Martin, The White Oak Inn.
Generating Alternative Revenue by Creating and Marketing the Experience
Join a panel of innkeepers that have successfully increased revenue by discovering different ways of
generating alternative revenue streams. Are you debating a day spa or spa packages? Pondering if
small, onsite weddings will work for you? Will cooking classes work at your property or opening a small
retail corner? Can you expand your concierge service? What is unique about the property that can help
position you to maximize its potential in putting money in the bank? There are many opportunities
beyond a room’s revenue to supplement your cash flow and add to the guest’s experience with ideas that
are packaged and menu driven. Bruce Abney, El Morocco Inn & Spa; Mia Richardson, Comphy
Company; Kathleen Smith, Saratoga Arms; Susan Steffan, Farmers Guest house B&B
Cross promotion to add depth and magic to your guest experience
This session emphasizes how to work with local farmers, galleries, retail shops, artists, adventure tour
providers, local attractions and others in the hospitality business. The partnerships can strengthen your
offerings and build a strong community focused on travel and tourism. Create a win-win for your
business, your local partners and the community. Marti Mayne, Maynely Marketing, moderator; Kathy
Hartley, Lavender Inn; Janice Hurley, BedandBreakfast.com; Guy Pacurar, Brewery Gulch Inn
Back of House
The Guest Room Reborn: Minimal Investment for Maximum Impact
Do your guest rooms appeal to the changing tastes of today's travelers while maximizing guest comfort?
Using their vast collection of guest room photos, Mark and Matthew of Jumping Rocks Photography share
how many of their clients have completed jaw-dropping transformations and spent very little money in the
process. Best of all, these "reborn rooms" actually increase occupancy and revenue. Don’t miss the
opportunity to hear these guys and get energized, motivated and inspired to make impactful changes.
Matthew Lovette and Mark Smith, Jumping Rocks Photography
Financial Benchmarking – Getting More Profit from Your Inn
Get 2017 off to a great start by comparing your operations in several areas: income per room and new
yield management ideas, fixed and variable lodging expenses, marketing initiatives, payroll and staff
incentives, and cash flow issues for both lodging and weddings. Receive P&L summaries from an inn
with 21 years of year-over-year increased revenue. Leave this session with details on how to improve
your operations in 50 specific areas with a checklist that you and your staff can use to make 2017 the best
year ever. Terry Hammer, Hermann Hill Vineyard & Inn
Meetings and Weddings: More revenue for your full-service property
Learn the basics of how your inn, big or small, can earn extra revenue by hosting events. Experts show
you how corporate meetings, weddings and family reunions can drive big dollars directly to your bottom
line. This session will focus on the feasibility factors to consider in hosting events at your property, and
how to craft a plan to bring in the business. Get the inside scoop from “those in the know” before
investing your time or money. Nathan DePetris, Quiet Creek Inn, Moderator; Laura Ackley, Buhl Mansion
Guesthouse and Spa; Rhiannon Eddy, The Purple Orchid Wine Country Resort and Spa; Carrie Ohlandt,
Sayre Mansion
Staff Management & Development
For many innkeepers, hiring and retaining great staff in 2017 will be one of the biggest challenges. This
session will review new overtime issues, various compensation packages for staff and managers, and
suggestions on how to keep people happy. We will touch on employee handbooks, job descriptions,
motivating and disciplining staff, developing the management team (if you have one), and creating a team
environment that keeps guests coming back time and time again. Liz Hall, Inn at Playa del Rey.
Moving off site? Adding Another Property to Your Brand?
Interested in owning one or more properties, but not in operating them? Today the owner of a successful
business has a variety of options to explore before selling. Should one hire a team or maybe a
management company to operate the inn? Is a lease option agreement a consideration? Hear essentials
from seasoned professionals before making a copy of the office key! Linda Hayes, Innkeeper Emeritus,
ijk Partners; Heidi Lanford, Iris Inn; Shelley Post, Four Sisters Inns.
Personal & Professional Development
A panel of seasoned innkeepers and professionals will guide you through the habits and skills to stay
physically, mentally and professionally on top of the game. They will share the pros and cons of
generational innkeeping, tips for long term sustainability, or the realization it is time to transition out of the
business.How does one keep a sense of humor and enjoy a personal life while juggling the demands of
innkeeping? Ellen Grinsfelder, Inn & Spa at Cedar Falls; Carolyn McGee, The Inn at 400 West High;
William Murray, Montford Inn; Amy Smith, Saratoga Arms
What’s Next? Reaching Objectives for Success
You have mastered the operation of the inn and are providing guests a world-class experience. What’s
next? Local lodging markets are dynamic environments that can present opportunities for growth,
downsizing or a graceful exit from the inn business. Whether seeking to add rooms, acquiring multiple
properties, or selling part or all of the property, best practices and lessons learned are available to help
you make informed decisions, create a strategy, and determine the what, when and how of your move.
Carol and Tom Edmondson, Innkeepers Emeritus, Innkeeping Specialists.
Housekeeping and Laundry “Tricks of the Trade”
Learn the tried and true secrets for fluffing up towels, the best way to treat hardwood floors, and steps to
take when making the perfect bed. In this session, learn best practices with a focus on using natural
cleaning products over chemicals that harm the environment, and explore techniques to better train your
housekeeping staff and elevate cleanliness for the comfort of guests. Twyla Sickmiller, Innkeeper
Emeritus, Turkish Towel Company.
Adapting to the Shared Economy Phenomenon
Airbnb is a multi-billion dollar company that has become a major player in the accommodations industry
capitalizing on one of the biggest trends in the economy today. Innkeepers are learning and adapting in
order to thrive in this changing environment. Gaining the basics of how to participate in the Airbnb’s
advertising website may be a first step, followed by learning how best to compete. As one gains familiarity
many innkeepers recognize that there is a need to develop rules and practices to regulate Airbnb
participants. Ron Fry, Devereaux Shields B&B, moderator; Ann Callahan, Hillcrest House B&B; Russ
Herschelmann, Old World Inns; Cameron Houser, Regional Market Manager, Airbnb; Rick Wolf, The B&B
Team.
Automation and Innovation for More Money
This session offers a systems overview and innovative solutions, including email marketing, revenue
management and other programs, to automate the business, save time, and generate more revenue,.
The second half of the session will present some innovative solutions and novel products, pointing out
features that may be important to consider and weigh in assessing the benefits of a system. Marc
Kassouf, StayIDYLLWILD Grp - Quiet Creek Inn.
Inspiration from Independent Hospitality Professionals of Non-Traditional Inns
The challenges of owning and operating a non-traditional lodging property can be significant, but also
rewarding. The panelists in this session represent facilities unique in location, marketing approaches, and
operations. One exists as a 501(c)(3) and is reached by a short boat ride. Another is located high in the
Sierra Nevada Mountains where fire is a threat, and power and water can be a challenge to provide.
Another totally reinvented their property and business model when enotourism became a pursuit.
Uncovering non-traditional lodging options may be just the inspiration you have been looking for to move
down a new path in satisfying personal or business goals. Paul Bullock, The Eagle Inn, Moderator;
Ginevra Boyes, Sylvan Valley Lodge; Desiree Heveroh,East Brother Light Station; Mike Riddle, Kit
Carson Lodge.
Property Preventive Maintenance, Renovation Projects and Maximizing ROI
Considering a major capital expenditure in renovations or new construction? What steps should you take
to get the most bang for your buck in design, cost controls and financing? Which projects impact the
guest experience the most, and how do you maximize the return on your investment? How do you keep
contractor(s) on task to complete the project on time? The panel is composed of innkeepers and
contractors who have undertaken significant new construction and renovation projects. Peter Sharp,
Fairview Inn, Moderator; David Caples, Lodging Resources; Donald Stefan, Farmer’s Guest House B&B.
Making the Most of Your Outdoor Spaces – Landscaping & Gardening Tips
Be inspired to rethink your outdoor space with some practical and affordable solutions to your landscaping
challenges.. Our horticulture and landscaping expert will guide you with a visual presentation of
successful transformations from around the country. You will leave this session with new ideas to
transform your garden and create special spaces for the guest’s enjoyment. Felder Rushing, The Gestalt
Gardener.
Emergency Preparedness Planning
This session is led by a staff member of the California’s Governor’s Office of Emergency Services, but the
content is appropriate no matter the state from which you hail. Part of the talk will focus on how to work with
your local emergency services team to include your business in community preparedness and planning.
Perhaps, most important is what you can do to prepare your business, staff, and guests in the event of a
disaster. Abigail L. Browning, CA Governor’s Office of Emergency Services
California Specific Legislative Update
CABBI Legal Advisor Jim Abrams will have an update on laws that will affect California properties. Some
of the topics to be covered will include service animals and ADA issues, details of the January 2017
carbon monoxide requirement, proposed new rules for exempt employees, new regulations for pools and
spas, and a prohibition against warrantless searches of hotel guest information. Jim Abrams, Legal
Advisor, California Association of Boutique & Breakfast Inns.
Federal Employment and Labor Law Update – an Insider’s Guide for Hospitality
Employers
This session will focus on the latest federal employment and labor law developments that impact
hospitality employers. We will explore the legal and practical issues related to workplace
accommodations for employees. We will discuss the implications of and compliance with the EEOC’s
guidance on the use of criminal background checks, dealing with pregnant employees, discrimination, the
NLRB’s scrutiny of employer social media, and other important employer policies. The session will also
provide an overview of the U.S. DOL’s sweeping new regulations that affect exempt employees and the
agency’s guidance on independent contractors. There will be time for general questions and discussion.
Andria Lure Ryan, Attorney, Fisher & Phillips, LLC, Atlanta, Member AH&LA; Rob Fulton, CEO, AIHP
Did someone say Insurance?
Led by an experienced and knowledgeable educator, this workshop has been well received at state and
national conferences from the east to west coast including South Carolina, Illinois, New Mexico, California
and Alaska. This energizing and engaging session is highly interactive and includes claims case studies
from the lodge and inn industry. Participants will learn how risk management can influence business
decisions and the bottom line in unexpected ways. This workshop is a key professional education
component for lodge and inn owners. Mitch Pies, Mitchell J. Pies Insurance Agency.
The State of the Marketplace: Are Inns Selling? Are Banks Lending? Are there
Buyers and What Are They Looking For?
Innkeepers always have an interest in these questions and their answers. Inns are selling, and banks are
lending. But there are criteria that must be met for buyers to buy and banks to lend. Understanding what
buyers, lenders, and appraisers are looking for is essential for innkeepers to understand how best to price
their inns realistically. In this session, we will discuss the metrics for the sale of financially viable inns
using data from inn consultants and brokers around the country. Critical topics of owner’s quarters,
condition, record-keeping and all the components necessary for a successful sale will be a part of the
discussion. Come prepared with your questions … and you will get the answers! Peter Scherman and
Rick Wolf, The B&B Team.
Spotting Fake IDs and Preventing Fraudulent Charges
Identity theft and fraudulent credit card continue to cost the lodging industry lots of money. Verifying a
guest’s identification is the first line of defense to stopping fraud. This session teaches attendees how to
recognize fake IDs and currency. Glen Garrity, G2 Identity Management.
Payments Intelligence 2017
This session will cover the latest developments in payment processing technology, rates and fees, and
data security. It will be a chance for attendees to get answers to their questions on all aspects of payment
processing from a payment professional with thorough knowledge and experience in the innkeeping
industry and F&B operations. Wynn Salisch, Casablanca Ventures
Heads in Beds
Social Media for the Busy Innkeeper
The most successful businesses on social media have developed a smart marketing strategy that
includes setting goals and objectives, utilizing the best tools to engage with their target audience, and
consistently analyzing their ROI. In other words, there is a lot to do when it comes to social media. As a
busy innkeeper, how can you do all these things and still manage the other stresses of your job? During
this hands-on workshop, you will learn how to make the most of your time and resources and unleash the
power of social media to take your social engagement to the next level. You will learn the most relevant,
proven tactics for social media success that will save you time and money. Be sure to jot down the 5
powerful tools for saving time and improving ROI. Alex Cameron, Founder and CEO, Signature
Marketing Consulting.
OTA’s - How To Part with Room Nights While Increasing Revenue and ADR
Is your property ready to make the leap into the world of online travel agents, such as Expedia and
Booking.com? Or perhaps you have grown too reliant on the OTA’s and your profitability is suffering. This
session explains to what extent you should be playing in the OTA world. Learn proven strategies for filling
rooms when you need to and how to negotiate for the best rate. Have you found yourself stuck between
a rock and a hard spot when it comes to OTA’s, rate management, and the added competition of
companies like Airbnb and VRBO? This session will show you how to fill rooms, and maximize ADR,
RevPar, and occupancy as well as how to increase direct marketing dollars to lessen over dependence on
the OTA’s. Learn to harness multiple powerful marketing tools to take control over your revenue. Scott
Crumpton, Allison Crumpton, and Chris Kelly, White Stone Marketing.
Dealing with the Skeletons in your Digital Closet
Your website is no longer the end-all of your marketing plan, but just the beginning. No matter how
awesome a website may be, it cannot stand alone. Off-page influences such as in-bound links, NAP
(Name, Address and Phone), duplicate content, OTA (Online Travel Agency) influences in your local
listings, and a variety of other signals that Google uses for placement can cause your website to have
lower placement and thus make it less effective in driving you the business you expect. Come to this
informative session and we will show you how to determine which skeletons are hiding in your digital
closet, and how to deal with them. Lisa Kolb, Acorn Internet Services.
Retargeting Customers: Responding to Customer Behavior for Higher Conversion
Rates
Most businesses only pay attention to the guests that make reservations. This presentation is going to
show you why we should pay attention to the guests that are not making reservations. There are a large
number of potential customers who visit your website, attempt to identify if they want to stay, and are
leaving. Today's technology allows us to track the reservation abandonment. More importantly, it
provides us with new and innovative ways to retarget these customers under different marketing
campaigns. Find out in this presentation the many options that are available to you so that you can
effectively improve your marketing strategy and increase your bookings! Richard Aday, Think
Reservations.
The Power of Integrated Marketing and How to Create Your Plan
Integrated Marketing is the key to success in today's increasingly complicated marketing world. In fact,
Seth Godin recently said "It's the only marketing left". In this educational session we’ll be following the
stories of several innkeepers and how they used the integrated marketing approach to increase traffic
and bookings. We'll walk you through developing your own Integrated Marketing Plan that you can begin
implementing before you even get home! Matt Bare, Q4Launch
Revenue Management: Is it only for large B&Bs and hotels?
What rates should you be charging on what dates in order to maximize revenue? The discipline of
revenue management requires good historical data, educated guesses about what the demand for your
rooms will be in the future, and excellent tools to process that information. This session will introduce you
to the tools large hotel chains use to manage their revenues, but adapted specifically for the small
property owner and manager. Be ready to get started with professional revenue management at your
property. John Spear, Hotel Drisco.
Revenue Beyond the Guest Room: Mechanics of Creating a Great Package
Every innkeeper wants to add revenue to the bottom line and packaging is one of the easiest ways to do so.
This session will cover every step required for creating a great package including defining what is a good
package for your Inn, putting together the “parts” of the package, finding local vendors to partner with, pricing,
marketing & implementing the package and costing out the package to determine your profit.
Andrea Bushweiler, The Lakehouse Inn & Winery; Tim Piper, InnPartners.
Entice Your Guests By Creating Your Own Cinemograph
A hands-on workshop using your own cell phone to capture moments at your inn. You will be able to use
these techniques to keep your Facebook and other media sources interesting and current. Participants
will get many tips from a seasoned professional to enhance the photography used on their websites with
an emphasis on the guest experience while at the property. Marcus Berg, Unique Angles Photography
Website Usability for More Online Bookings
What’s up with that big bounce rate? If you are not getting the engagement or number of on-site bookings
you want, it might be your site usability. We will discuss the latest usability standards to consider when
designing or hiring someone to design your site. Learn how to get a pleasing and effective site, with just
enough information and streamlined navigation. Cindy Bachmann, Innkeeper’s Advantage.
Yield Management-The year in review?
At AIHP’s inaugural conference in 2016, the speakers from the Yield Management session challenged the
attendees to pursue some ideas or tactics from the session. Come to this lively session and let us know
how you did. What strategies did you implement? What did you learn? What would you do differently?
What were your best practices? Amy Smith, Saratoga Arms
Mastering Social Media Advertising
Are you overwhelmed with trying to figure out how ads work on social media? Have you tried creating a
Facebook, Twitter or LinkedIn ad hoping to drive sales, but received little to no ROI? Successful
Facebook ad campaigns can serve as a lucrative source of leads and sales for your business. Whether
you want to attract potential clients to visit your website or build a loyal and engaged community, social
media advertising can help you solve your greatest business challenges. This workshop will walk you
through how to create highly targeted Facebook ads for every industry and budget. After completing this
workshop, you will be able to:
● Determine when it is best to use social media ads for your business
● Understand the difference between social media ads and other forms of digital advertising
● Master the six essential components of a successful Facebook ad
● Utilize the newest features of Facebook advertising to increase marketing ROI
Alex Cameron, Founder and CEO, Signature Marketing Consulting
New Innkeepers Path
Benchmarks for the New Innkeeper: How do I measure my first year in business?
Besides looking at the bank balance, what other numbers and statistics should a new innkeeper look at
to analyze their new endeavor? From occupancy to revpar, to ADR, your google position, and TripAdvisor
reviews, these professionals will sort out and guide you as to what’s important to gauge your success in
those first few years. Dan Lynch, Innkeeper Emeritus; Peter Scherman, The B&B Team
Marketing for the New Innkeeper: What You Need to Succeed
With so many marketing options available, it is difficult to determine where to start and what to keep if you
are a new innkeeper or if you have just purchased an inn, are converting a property, or have not
purchased one yet. Whether it is working with local press, travel boards or bureaus, or engaging guests
on your website, social media and through digital outlets, this session will help you prioritize where to
spend your money, how much time to dedicate to each channel, how to track your efforts, and how to get
the most bang for your buck. Mary White, BnBFinder.com and author, Running a Bed and Breakfast for
Dummies; Scott Bushnell, Bushnell & Bushnell Services, Inc.; Rhiannon Eddy, The Purple Orchid Wine
Country Resort and Spa
Staffing 101 for the New Innkeeper
How do I plan and prepare for staff? How do I determine which staff to hire first? How do I write a job
description, an ad, contract, or a personnel policy manual? What works for finding staff? Do I distinguish
between housekeeping and innkeeping staff? How do I fire someone? Oh my, the questions….and
ideas to be presented. Ellen Grinsfelder, Inn & Spa at Cedar Falls; Kristie Rosset, Lookout Point
Lakeside Inn.
To ReBrand or Not Rebrand, That is the Question!
As a new innkeeper, does your new inn need a branding facelift or just some nips and tucks? Good
marketers understand the power a brand has on consumers and the marketplace. In this session we
define what makes up the branding of an inn, how to evaluate the strength of the brand, and what needs
to be considered before making changes to your physical property and your online presence.
Annabelle Hunton, Nobnocket Boutique Inn; Karen Lynch, Lynch Hospitality Consulting; Patricia
McCauley, InsideOut Solutions Inc.