InnSpire Conference & Marketplace Schedule

Check back for 2021 event schedule.

Sat, Jan. 25, 2020

8:00 a.m. – 5:00 p.m. Innkeeping as a Profession (IAP) Workshop

Sun, Jan. 26, 2020

8:00 a.m. – 3:45 p.m Innkeeping as a Profession (IAP) Workshop
3:00 – 4:15 p.m. Welcome & Opening General Session
Profitability Panel: Actionable Tips to Power Up Your Business in 2020
Join a distinguished panel of industry experts for a discussion about maintaining your profitability while navigating the ever-changing independent lodging landscape. We’ll be talking about websites, OTAs, marketing, the power of state and national associations, and more to assist your #BookDirect strategy and increase your bottom line. A powerhouse panel you won’t want to miss! Moderated by E Scot Fuller-Beatty of ThinkReservations & The Chadwick Bed & Breakfast.
Panelists Include:
Jennifer Flohr, Sr. Vice President, California Hotel & Lodging Association
Rob Fulton,  Co-CEO, Association of Lodging Professionals
Janice Hurley, General Manager,
Lisa Kolb, President and Co-founder, Acorn Internet Services
Raj Patel, Founder, INNsight

4:30- 5:30 p.m. Show Me Da Money: Accurate Record Keeping for Innkeepers
Presented by Rick Wolf, The B&B Team
Good business demands accuracy in accounting. Tracking daily cash flow is good business. Do you know where your business’ money goes? It’s time to wise up about those pennies and dollars and let Rick Wolf teach you how to keep track of your business from day one! It’s all about the dollars.

Do You Know Your Guest Experience Cycle?
Presented by Ann Marie Houlihan, Director of Marketing, Q4Launch
What is a guest life cycle? And, what does it mean to innkeepers? Understanding the guest life cycle is a way for you to increase revenue per guest with minimal effort. It is one of the most overlooked marketing opportunities in our industry. Ann Marie Houlihan will tell you what the guest life cycle is, divulge its key moments and outline how you can leverage those moments to increase your revenue per guest.
5:30 – 7:00 p.m. Opening Reception in the Marketplace

Mon, Jan. 27, 2020

8:00 – 8:50 a.m.   Breakfast & Sunrise Sessions

How is the Next Generation Traveling?
Presented by Sarah Brubaker, Director of Marketing, Cloudbeds
In this fast-paced session insights will be shared on trends in and changes to customer behavior focusing on young travelers. First, the audience will be defined by sharing critical attributes of the next generation (Generation Z) followed by diving into their specific travel behavior. What expectations do they have? What products and services are successful? The session will close by showcasing the best practices adopted by hosts, hostellers, and hoteliers to engage successfully with this growing audience.

The Complete Idiot’s Guide to Smart Phone Photo, Video, and Marketing
Presented by Derek Eddy, Proprietor, Purple Orchid Wine Country Resort & Spa and Jeff Hebrink, Customer Success Consultant, RezStream
Photographer turned innkeeper, Derek Eddy, will share simple techniques of how to create dramatic photos and videos using nothing but your smart phone. Jeff Hebrink will then share how to turn your photo and video art into a consistent, repeatable marketing strategy that will lead to a stronger and more consistent online presence with more followers, more clients, and more direct bookings.
9:00 – 10:45 a.m. Roundtable Sessions (20-Minute Mini-Education Sessions)
1) Google Ads to Google Local + Ads, Presented by Lisa Kolb, President, Acorn Internet Marketing
2) Self Check-in for Inns, An Opportunity for Guest Satisfaction, Presented by Jeff Tweddale, BookingCenter
3) Payment processing & Cybersecurity Best Practices for Innkeepers…in Plain English, Presented by Wynn Salisch, Casablanca Ventures
4) Turning OTA Bookers into Direct Bookers, Presented by RezStream
5) How To Defend Your Inn From An Online ADA/Web Accessibility Lawsuit, Presented by Raj Patel,
6) What are Buyers of California Inns looking for in 2020? Presented by Dick Lopez, and Kathryn Seo, Lodging Brokers Network
7) How to Comply with AB 5 – A Labor Law Rewrite, Presented by Jason Geller, Attorney, Fisher Phillips
8) Insuring Your B&B in Fire Zone Area, Presented by Jayme Stewart, Calvista Inns
11:00 – NoonConcurrent Sessions
Managing Employees to Best Represent your Property 
Presented by Christine Stein, Owner, HRserved
Every inn and hotel has a unique culture and service experience that is carried out by the collective personalities of its staff. Every interaction with colleagues, guests and vendors is a moment that supports – or deteriorates – your inn’s reputation. How you onboard, train and hold your employees accountable directly ties to how they present themselves and how when you’re not present. Best practices will be outlined to help you create an environment where your staff understands your expectations while helping you understand how to provide an environment of accountability. 

Retail Sales without Being a Salesman
Panelists: Tracey Berkner, Co-owner, Rest, a boutique hotel, Alison Bottner, Lodging Manager, Nick’s Cove, Rhiannon Eddy, Proprietor, The Purple Orchid Wine Country Resort & Spa and Moderated by Bruce Abney, Owner, El Morocco Inn & Day Spa
Are your guests leaving with not only a great experience, but with the products and amenities they will want to share that promote you, your brand, and your business with their friends and family? Here from a panel of innkeepers that private label olive oil and balsamic vinegar, logoed robes, coffee mugs and more to make the guest experience memorable and to increase revenue.
Noon – 4:00 p.m.   Marketplace (with Lunch Noon-1:00pm)
1:30 – 3:30 p.m. Exchange Zone Sessions in Marketplace
3:30 – 4:00 p.m. Afternoon Tea & Marketplace Closing
4:15 – 5:15 p.m.  Concurrent Sessions

Upsell, Cross-sell, Just Make Their Day! 
Presented by Barbara Wold, Barbara Wold International
Guest retention is the name of the game for most innkeepers. The value of each guest to your business increases dramatically when you’re a great concierge even if it’s just simple recommendations. Timely and strategic cross-selling and upselling can earn more revenue per guest for your inn. Barbara’s advice will help you increase the value of each guest and ensure they all can’t wait to visit again.

California Submarket Trends and Values
Presented by Dick Lopez and Kathryn Seo of Lodging Brokers Network 
Learn how occupancies and average daily rates are trending within your California submarket. View the ranked data on how California submarkets performed over the last year and what is projected for 2020. Learn how current cap rates and valuation parameters are varying across the state, and what that could mean regarding your inn’s value. Hear how buyers of California Inns have changed, what they are looking for, what they expect regarding owners’ quarters and cash flow, and how they are feeling about buying in 2020 and beyond. 
6:30 p.m.  Dinner at the Monterey Bay Aquarium (Ticket Required)

Tues, Jan. 28, 2020

8:00-9:00 a.m.  Breakfast & CABBI Update w/ HotelTonight Presentation

Successful Hosting on the Airbnb Platform for Inns & B&Bs
Presented by Mark McDonald, Market Manager, HotelTonight – Part of the Airbnb family
Join us to hear a quick update on Airbnb and their recent acquisition of Hotel Tonight. Learn how short term rental restrictions impact your cities and how you can make the most of the Airbnb platform.
9:15-10:30 a.m. Concurrent Sessions

Cannabis: Risk Mitigation and Revenue Opportunities
Presented by Brian Applegarth, Founder, California Cannabis Tourism Association
Legalized recreational cannabis is now part of the California tourist experience. In its 2nd year of legalization, the time has come for hotel owners to develop and integrate a customized plan for their establishment. In this session you will learn about cannabis and hemp, the risks, the laws and the opportunities. 

TripAdvisor 2020
Presented by Lisa Kolb, Acorn Marketing   
Have you noticed a dip or an increase in your TripAdvisor referrals?  It may be a result of the ongoing changes to the way TripAdvisor shares your information.  Join us in this session to learn how and why guests use TripAdvisor, including a detailed review of TripAdvisor’s paid programming options for 2020. 
10:45 – NoonConcurrent Sessions

The Marketing Roadmap to More Bookings
Presented by Stephen Fofanoff, Sales Manager, Odysys
The online landscape is rapidly shifting, yet there’s a tried and true roadmap for innkeepers and hoteliers to optimize direct bookings for their property. Understanding evergreen components to online marketing ensures your property is on guests’ radar. This session will walk you through on how your B&B, inn or hotel can get more bookings, increase occupancy, and generate more revenue.

An Intimate Conversation with Veteran Hoteliers
Moderators: Bruce Abney, Owner, El Morocco Inn and Ann Callahan, Owner, Hillcrest House / Panelists: Ramon Serrano, General Manager, L’Auberge Carmel and John Spear, General Manager, Hotel Drisco San Francisco
Join the General Managers of two of California’s top boutique destinations for an intimate conversation that will explore the guest experience and the role of customer service. Learn more about how travelers interact with your B&B and how you can exceed their expectations to create loyal guests and a standout reputation. This Q&A type presentation is being led by CABBI veterans innkeepers Bruce Abney and Ann Callahan.
Noon – 1:30 p.m. Closing General Session & Lunch

Sell an Experience, Not a Destination 
Presented by Barbara Wold, Barbara Wold International
Rivers, lakes, beaches and trails are all wonderful amenities. What makes them an attraction are the activities tied to each. So promote the white water rafting, less the river. Promote kayaking, less the lake. Promote wildlife viewing, less the trails. ALWAYS promote the primary activity, less the amenity. Your guests are looking for activities, not amenities. Barbara Wold’s over-the-top selling enthusiasm will be contagious for all who attend.
1:45 p.m. InnSpire Conference Committee Wrap-up Meeting

Schedule subject to change.