International Association of Conference Centers
Education & Networking
Complete Agenda

Continuing Education Units (CEUs)
IACC does not pre-arrange Continuing Education Units (CEUs) with degree-granting institutions or certification programs. Yet, some past attendees have successfully obtained credit for IACC courses. You should check directly with your school or source of certification to determine whether they will consider the Annual Summit as part of their requirements and, if so, what materials you must submit to secure such credit.

Sunday, March 20, 2011

Three-Day Study Tour
Cost = US$1250 first attendee from a property, US$1125 additional attendee, same property.


Pre-Conference Study Tour
Washington Dulles International Airport (IAD)
Dulles, Virginia USA

4:00 p.m.

Airlie Conference Center
Warrenton, Virginia USA
Tour, Dinner and Overnight

Monday, March 21, 2011

8:00 - 10:00 a.m.

Presentation by Kristin Kurie Wilderman
"How to Market Your Green Center to Customers"

10:30 a.m.

Depart by Bus to Mason Inn

12:00 - 2:00 p.m.

Mason Inn Conference Center
George Mason University
Fairfax, Virginia
Tour & Lunch

3:00 - 5:30 p.m.

Winery Tours

6:00 - 7:00 p.m.

Dinner at Tuscarora Mill
Leesburg, Virginia 

7:30 p.m.

Lansdowne Resort
Lansdowne, Virginia

Tuesday, March 22, 2011

One-day Study Tour
Cost = $100 per person

8:30 - 9:30 a.m.

Lansdowne Resort

Lansdowne, Virginia
One-day participants meet at Lansdowne at 8:30 a.m.

10:30 - 11:30 a.m.

Kellogg Conference Center
Gallaudet University
Washington, DC

12:00 - 2:00 p.m.

AED Conference Center
Washington, DC
Tour & Lunch

2:30 - 4:30 p.m.

Tour DC
National Monument, Capital, White House, etc.

4:30 p.m.

Depart for National Conference Center
Host of 2011 Annual Conference
Leesburg, Virginia

Events at National Conference Center

3:00 - 7:00 p.m.

IACC-Americas Board Meeting


6:30 - 8:00 p.m.

CMP Dinner

Wednesday, March 23, 2010


8:00 a.m. - Noon

IACC-Global Board Meeting

9:00 a.m. - 3:00 p.m.

Introduction to the
Conference Center Concept

The differences between IACC conference centers and other types of meeting facilities can be very dramatic—or quite subtle. This session brings the conference center concept into clear focus and gives participants the insights and tools they need to be successful in this special industry niche.

Industry experts will unravel all the mysteries of the conference center concept as they address six key areas: Conference Services, Operations (focusing on Food & Beverage), Rooms and other services, Sales & Marketing, Public Relations and Technology.

Participants will:

  • Get a thorough grasp of the essential components of the conference center concept.
  • Realize how typical lodging services often differ in the conference center environment.
  • Examine conference center sales and public relations techniques and nuances.
  • Become acquainted with the latest trends in conference technology.  

This is a popular course and enrollment is limited. Be sure to register early!

Presenters: Joseph Sebestyen, Consultant, At Your Service; Bob Prewitt, President, Dana Communications; Dave Smith, President, Conference Center Consulting; and Jeff Loether, President, Electro-Media Design.


1:00 - 3:00 p.m.

University Forum


They may or may not have guest rooms. They may be located on the main campus or 50 miles away. They may report to the Dean of Continuing Education, a Vice President of the
Business School or the Director of Auxiliary Services today—and someone else tomorrow. Welcome to the world of university conference centers, a world that’s full of politics, surprises and constantly changing org charts.

University conference centers represent almost a third of IACC’s active membership. They are a strong segment-within-a-segment and while there may be huge differences among them, they do have a lot in common.

Join your colleagues in college and university conference centers to address common challenges and issues and acquire best practices that you can use in your own operations.

Facilitator: Tom Cole, Fearless Leader, Arden Shisler Conference Center, The Ohio State University

9:00 AM - noon

9:00 a.m. to 12:00 noon, Wednesday, March 23, 2011
IACC’s Third Thought Leader Summit will be broadcast live to The National Conference Center and webcast around the world from the Kellogg Center at Gallaudet University in Washington, DC.
The theme is “Creating Compelling Meeting Experiences.” The event will focus on brain-compatible learning, creating productive and memorable experiences, and measuring their impact.
The diverse panel includes an authority on fully engaged adult learning and conference design; an expert on breakthrough learning; a member of the Steering Committee of the much-anticipated “Project Meeting Architecture;” a designer of furnishings and meeting spaces; a seasoned planner at an IACC conference center and a guru on incorporating social media into the meeting experience.
The panel will be facilitated by John Potterton, winner of IACC’s Award of Excellence, Pyramid Award and Mel Hosansky Award for Distinguished Service.
Audience members will be able to send comments and questions to the panel in real time via Twitter.
Enrollment is FREE but limited.

Noon - 1:00 p.m.

CMP Lunch

2:00 - 4:00 p.m.
 IACC-Europe Board Meeting

3:30 - 4:30 p.m.

Newcomer's Icebreaker & Reception

Have fun, and get a running start at networking with other IACC members.

Is this your first IACC conference? Did you attend an IACC conference years ago and are revisiting for a second time? Come join us to get an insider's grasp of the IACC Summit; meet people whom you will see throughout the conference; learn the secrets of having a successful conference experience; and participate in fun networking events.

5:00 - 7:00 p.m.

Opening General Session and Customer Panel


7:00 - 10:00 p.m.

Welcome Reception Hosted by National Conference Center


Thursday, March 24, 2011


8:30 - 10:30 AM

Thursday General Session and Keynote Address by Afterburners!

"Flawless Execution"

See top menu bar for GENERAL SESSION descriptions.


10:45 a.m. -  12:15 p.m.

Building an Agressive Digital Marketing Program

This presentation will provide a brief overview of the elements of Digital Marketing (including but not limited to: Search Marketing, Paid Advertising, Email Marketing, Mobile/SMS Marketing and Social Media Marketing) and a case study from the 2009-2010 Graylyn International Conference Center Digital Marketing program.
Learner Outcomes: 
  • Participants will leave with a workable understanding of the entire Digital Marketing landscape and how the various components fit together.
  • Participants will work in teams to generate a brief score card of their current Digital Marketing efforts and identify obstacles to implementation.
  • Participants will be exposed to an actual case study reporting implementation of a Digital Marketing program for their industry.
  • Participants will be equipped with a five step action plan for getting started in Digital Marketing.
Presenter:  Kim E. Williams, Client Services Manager, BĒM Interactive


10:45 a.m. -  12:15 p.m.

Leveraging and Developing Relationships with Local Farmers

Discover how you can develop local relationships with local farmers through leveraging your local produce vender. 
Local buying continues to be important for Meeting Planners as they source venues. Learn how to develop this unique selling point with your produce venders.


10:45 a.m. -  12:15 p.m.

Emerging Conference Center Technologies

Technology continues to evolve and provide a variety of new ways in which enhance, engage, and contribute to the overall meetings experience. This workshop will dive into many of the most recent technologies that have arrived on the scene and how conference centers can prepare and equip their facilities to support these changing requirements.

Technologies that will be discussed include:

  • Social media services and tools
  • Event Apps for mobile devices
  • HD Video Conferencing and Telepresence
  • Digital Capture and hosting content
  • Web Conferencing
  • Web Casting
  • Interactive Digital Signage and Wayfinding
As we begin to see these technologies becoming more prevalent the requirement to have properly trained staff, a robust high speed network infrastructure, and properly equipped facility becomes critical to servicing our customers. This workshop will provide you the opportunity to be more informed on the emerging technologies and will provide some practical ways in which to apply these technologies at a property level.

Presenter: Brian Lagestee, PSAV

10:45 a.m. -  12:15 p.m.

Generational Panel

Panel discussion of generational issues from the meeting attendee viewpoint.

Moderator:  Adam Freed,


10:45 a.m. -  12:15 p.m.
2:00 - 5:30 p.m.

4.5 hour presentation

EXECUTIVE TRACK -- US $95 in addtion to registration fee
Experience Innovation:  Design Thinker

Starbucks, Apple, Southwest, and Google are proof - leading organizations Rev it UP! via innovation.  Design thinking accelerates innovation to help create better solutions for the challenges facing modern business. This discipline uses creative methods and tools to deliver breakthrough innovations including new products, services, environments, organizations, and modes of interaction.
Design Thinker is an energizing experience created by innovation powerhouse IDEO and business simulation leader ExperiencePoint. In Design Thinker, competing teams flex their design thinking skills to solve a realistic and complex challenge.

Learner Outcomes:
  • Attending this session will arm you with a new approach to problem solving. 
  • Design thinking practices and insights into new approaches and tools for consistently creating breakthrough solutions to problems and opportunities you encounter everyday.
Presenter: Andrew Webster, Experiencepoint


12:30 - 2:00 p.m.

Copper Skillet Competition and Lunch
Lunch items will be selected from menus submitted by all the competing chefs!  Bon Appetit!



2:00 - 3:30 p.m.

Selling in Turbulence
……More Meetings, Less Work
ive Sales Skills for Success

Part 1 of 2 - continued at 4:00 p.m.

If you didn’t feel the ground shaking, you’ve missed the most significant changes in conference center group sales in my lifetime. In fact, right now, in the winter of 2010,  conference center meeting customers are different than they were three years ago, and if you haven’t altered your approach, processes and behaviors you’ll be left behind.

Here is what I am saying:

If the promise of our “brand”: (conference center): is really superior, meetings in these times should have the customers racing to our doors. Well…are they?

The processes, values and economic conditions are different from the “good old days” that concluded approximately 36 months ago. Furthermore, our firm, Conference Center Consulting Group  conducted a remarkable research study which sought to understand the exact  thought processes a planner uses to select a site….what we found was startling to say the least. Our research revealed that many of the methods the industry has deployed for more than 20 years to “sell” the conference center product are ineffective.

This single fact should alter how you present conference centers.  In other words, meeting planners are dominated by one single powerful, overriding concern……more on that later

We also discovered common criteria of nearly all “meeting planners.” 

This single fact should alter how you present conference centers.  In other words, meeting planners are dominated by one single powerful, overriding concern.  More on that later…

At this year’s IACC conference we’ll provide Phase One our new program.

The skills you'll take away:
  • The ability to identify, reach and interest a qualified prospect for your conference center.
  • The ability to create a site inspection, appointment, presentation or “surrogate tour” prior to the site selection decision.
  • The ability to understand the potential buyer’s needs (all stakeholders) and clearly be perceived as superior to their other property choices.
  • The ability to gain “out negotiate” potential customers who keep insisting on lower rates.
  • Exceeding revenue and room night goals through precise competitive practices

    Presenters: David Smith, Conference Center Group


2:00 - 3:30 p.m.

Know Yourself...Know Others
Understanding Your Leadership Style Through the Management DiSC® Profile

Part 1 of 2 - continued at 4:00 p.m.

Today, we are all being challenged to do more with less, and expect the same of our team members. The DiSC® Management Profile will give you unique insight into your behavioral style in the work environment, and how you can maximize your effectiveness as a leader to get the most out of your team members. 

The DiSC Management Profile explores four behavioral styles – Dominance, Influence, Steadiness and Conscientiousness. Participants will gain an understanding of their individual style and of those of the people they manage. 
The DiSC® Management Workshop will: 
  • Help you understand the strengths and opportunities of how you direct and delegate others in the work environment, and offer strategies to increase your effectiveness
  • Provide insight into how you can create a motivating environment that allows your team members opportunities to grow and flourish
  • Identify ways you can develop your team members to be ready for the next steps in their careers
  • Teach you how to enhance your relationship with your manager by understanding their work style and adapting your style to maximize the effectiveness of your communication 
This highly participatory and fun workshop will be interspersed with video clips and group exercises that offer opportunities for participants to discuss and demonstrate how they can maximize the strengths of their management style. 

Facilitator:  Robert O. Sanders, CMP, Chairman, Hospitality Resource Group

2:00 - 3:30 p.m.


Environments that Maximize Adult Learning

If learning can happen anywhere, how can our spaces support it!
Learner Objective:
  • Review of current trends in teaching and learning
  • Connections between Learning institutions and Hospitality based learning spaces
  • Criteria / considerations for effective learning spaces
  • Assessment results from installed learning spaces
  • Facilitated conversation / sharing
Presenter:  Jeff Vredevoogd, Director Herman Miller Education

2:00 - 3:30 p.m.

Sustainable F&B:  A National Standard for “Green” Food Service Operations

Green Seal's Environmental Standard for Restaurants and Food Services (GS-46) was recently recognized by the American National Standards Institute (ANSI) as the first national standard for "green" food service operations. This session will highlight some of the key lifecycle-based criteria, cost savings and environmental benefits from the standard.

Attendees will learn:
  • How to reduce the environmental and health impacts of a restaurant or food service operation.
  • How GS-46 fits with other national standards
  • How to get started on the road to green certification.
  • Updates on GS-33 Lodging Properties
Presenter:  Cerise Bridges, Cerification Specialist, Green Seal

4:00 - 5:30 p.m.

Selling in Turbulence
……More Meetings, Less Work
ive Sales Skills for Success

Part 2 of 2 - continued from 2:00 p.m.
See description in the 2:00 p.m. workshop block above. 

Presenters: David Smith, Conference Center Group

4:00 - 5:30 p.m.

Know Yourself...Know Others
Understanding Your Leadership Style Through the Management DiSC Profile

Part 2 of 2 - continued from 2:00 p.m.

See description in the 2:00 p.m. workshop block above.

4:00 - 5:30 p.m.

Leveraging Virtual Meetings
In light of the economic downturn in 2009, companies started to look at ways of reducing travel spend for internal company meetings.  Cisco Systems, Inc. has used cutting edge technologies to enhance their  virtual meetings for some time.  Share in one internal meeting case study that used “blended learning” or a “hybrid” approach to get their employees engaged globally.  A 6-Step Master Plan to Virtual Excellence will be presented detailing the strategy and logistics involved in producing a global virtual experience via WebEx.  A WebEx demonstration will be presented to showcase one of Cisco’s collaborative meeting technology tools.
Learning outcomes: 
  • Understand the necessary six steps it takes to plan a virtual internal meeting
  • Learn the difference in WebEx service offerings for meetings
  • Understand the basic technical requirements and how to assess them
  • Gain exposure to various technology functions for specific event experiences
Presenters: Linda Mansouria, CMP, CMM, Program Manager, Cisco Systems, Inc.; Rick L’Heureux, President,  Audio Visual Techniques

4:00 - 5:30 p.m.

America's Hidden Gems:  Experience Virginia Wines

Brian Freedman is a food and wine writer, wine educator, and food and wine consultant. He is a contributing writer for John Mariani's Virtual Gourmet, contributing food and drinks writer for Philadelphia Style Magazine, contributing writer for Where Magazine and the annual GuestBook, wine columnist for Affluent Magazine, contributing writer for Sommelier India, and wine specialist and resident blogger, at, for Wine Chateau, one of the largest online wine retailers in the world. He is also currently the restaurant critic and drinks columnist for Philadelphia Weekly, Suburban Life Magazine, and South Jersey Magazine.

Join Brian for an intelligent tasting of exceptional wines from the hills of Virginia.

Presenter:  Brian Freedman, Writer, Educator & Consultant

6:30 - 10:00 p.m.

President's Reception and Annual Banquet

Join your friends and colleagues for the President’s Reception, followed by a spectacular plated dinner, announcement of the Copper Skillet Champion, recognition of the leaders who made IACC what it is today plus the unveiling of the Mel Hosansky Award for Distinguished Service. Afterward, join the fun for a final night of dancing and networking.

Friday, March 25, 2011

8:30 - 10:00 AM

IACC Sales Toolkit – now with even more tools!
After our 2010 rave reviews, we are back with a new and improved IACC Sales Toolkit.  In this highly energized and interactive session designed for GM’s and Directors of Sales & Marketing, you will learn:
  • What new tools we have put in our kit – CMP vs. Hotel pricing comparison worksheets, on-line training opportunities.
  • How to provide training to your sales teams on using IACC Universal Criteria benefits to book more business – who couldn’t use more business?
  • Shape the future of how IACC and the sales toolkit can continue to add value to your membership – we want your ideas for future tools!
Presenters:  Eric Whitson, The National Conference Center/ARAMARK Conference Centers and Scott Mumma, Benchmark Hospitality International

8:30 - 10:00 AM

State of the Conference Center Industry

Presentation and discussion of the latest conference center trends.

Presenters: Mark Woodworth, PKF Consulting
Additional Info:

8:30 - 10:00 AM

Brain Food
How to Design Menus that Enhance the Meeting Experience
One of the biggest challenges we face in the meetings industry is how to support attendees in remaining alert, energized, and in a learning state throughout the day and the conference. Food plays a huge role in this: what we eat greatly influences how we think and how we feel. This presentation provides what conference facilities need to know to offer food choices targeted to specific meeting objectives and outcomes desired.
Neuroscientists are just now identifying the effects of specific foods on brain functioning. Certain foods release certain chemicals in the brain which, in turn, produce a variety of mental and physical states in people. Lean proteins, for example, improve cognition and clarity of thought. Complex carbohydrates produce serotonin, a neurotransmitter that produces a sense of well-being and social comfort.  An understanding of how it all works gives you the ability to design menu choices with the brain in mind, so you produce the meeting experiences you wish your attendees to have.
In this highly interactive and brain-friendly session, participants will: 
  • Discover how the brain works in relation to food: how foods produce brain chemicals that enhance a variety of states in the brain and body.
  • Associate specific foods with the specific experiences planners want to produce to achieve a variety of meeting objectives. Plan menus with targeted food options.
  • Examine how to work with the body’s natural physiological states at different times of the day. (Yes, you can minimize the afternoon energy slump!)
  • Identify which foods improvelearning, memory and performance; and which enhance mood to energize and uplift attendees.
Explore ways of educating customers on the importance of offering menus based on these principles to market their conference facility as a superior venue choice.

Presenter:  Andrea Sullivan, M.A.

8:30 - 10:00 a.m.

Mobile Solutions for Conference Centers and Events

Conference centers and events are being transformed by web-enabled phones. These “micro-computers” are increasingly being used for networking, lead exchange, electronic ticketing, way finding, audience polling, surveys, pocket programs, pocket exhibit guides, course notes/literature collection and much more. New phone apps for convention centers and events are emerging daily. This program will cover the hottest new mobile trends and what is likely coming in the next few years. 

  • Explore the wide range of emerging mobile applications for convention centers and events.
  • See how these tools can help convention center professionals and meeting planners do their jobs more efficiently, greatly improve the attendee experience and help reduce the blizzard of paper commonly planning and attending events.
  • Receive numerous links for free industry related phone applications that you can start using today.
Presenter:  Corbin Ball, CSP, CMP, MS


10:30 AM - Noon

Closing General Session -- A Conversation with Technology Leaders

Noon - 1:00 PM

CMP Lunch

Noon - 1:00 PM

Post-Conference Focus Group
By invitation only...if you would like to be considered for this small group, please send an email to