Agenda
Discover the Full Agenda for the 2024 Purdue HTM Spirit of Hospitality Summit – Uniting Industry Leaders, Innovators, and Future Experience Engineers.
Thursday, October 24, 2024
Registration outside of Fowler Hall will be open from 8:00 AM to 3:30 PM.
The Hospitality Networking Suite, sponsored by Aramark, in the Ringle Gallery, will be open from 8:00 AM to 4:00 PM.
9:00 – 9:30 AM — Welcome and Opening Ceremony
Location: Fowler Hall in Stewart Center
Join us for a live illustration session centered around this year’s event theme, “Innovative Experience.” This on-stage engagement, scheduled right before the first keynote session, aims to inspire attendees by delving into the event’s theme. Students from the Doodle Gang will bring to life six different Experience Profiles, utilizing resources from the Storycraft Lab. Please take the quiz before the session to know your profile (Meet the Experience Profiles™ — Experience Profiles from Storycraft Lab (exprofiles.io). These profiles will assist attendees in understanding their own preferences, allowing them to curate personalized journeys that meet their unique needs during the Summit.
9:30 – 10:15 AM — Keynote Address: Engineering Experiences Through Stories
Kenda Resler Friend, President & Founder of KRF Public Relations
Location: Fowler Hall in Stewart Center
Storytelling has helped people connect since the beginning of time as stories draw us in and help us relate to each other. Everyone has a story to tell and enhancing storytelling skills enables memorable communication – the engineering of an experience! This interactive keynote address will help participants understand the power of storytelling, capture insight into how best to tell a story and walk away with ideas to immediately put into action.
10:30 – 11:15 AM — Concurrent Session I
A. Maximizing Profitability: Leveraging Technology and Data for Strategic Revenue Management
Location: Fowler Hall in Stewart Center
Presenter: Amy Jagenow, White Lodging
Gone are the days when guests would call a hotel to book a room. Today, there are numerous touchpoints where potential guests encounter your product and service. As managers, it’s essential to continually assess our performance and compare it to our past and competitors’ performance. Our stakeholders are deeply invested in achieving sustained profitability. While human decision-making remains irreplaceable, the power of technology to process vast amounts of data and deliver decisions to customers swiftly is undeniable. In this session, we will delve into the challenges we face and the everyday tools we employ to balance occupancy with maximizing the average daily rate to exceed the hotel’s business plan.
B. Inside Buckle: Business Insights and Career Pathways
Location: Anniversary Drawing Room in the Purdue Memorial Union
Presenter: Kalie Dyer, Buckle
Join us for an in-depth session exploring how Buckle operates at the intersection of fashion and business. Discover the company’s unique approach to retail, customer engagement, and brand growth. Learn about the diverse career opportunities Buckle offers and how you can grow your career in a dynamic and evolving environment. Whether you’re interested in retail management, merchandising, or corporate roles, this session will provide valuable insights and actionable tips for navigating the next steps in your professional journey.
C. Optimize Ads with Machine Learning
Location: Director’s Room in the Purdue Memorial Union
Presenter: Tingting Duan, Tripadvisor
Have you ever noticed the ads in your Amazon search results or on your TikTok “For You” page and wondered how they determine which products are most relevant to you? Behind the scenes, companies optimize for metrics like click-through rates (CTR). In this workshop, you’ll learn to build basic models in Python to enhance ad performance with machine learning. Using real-world ad data, you’ll explore feature engineering, model building, and model evaluation for predicting CTR.
D. Divine Event Décor and Design!
Location: Purdue Memorial Union – Room 118
Presenter: Becky Flanigan, BBJ La Tavola
Join us for an exciting and interactive session on the event design process featuring stunning BBJ La Tavola (BBJLT) linens! Dive into the creative world of event aesthetics, where you’ll learn about incorporating beautiful linens into your designs and explore the importance of building solid relationships with vendors in the event and hospitality industry.
You’ll participate in hands-on demonstrations using BBJLT products and have the chance to showcase your skills in a friendly contest for the most creative design. Whether you’re a seasoned professional or new to event design, this session is perfect for sparking inspiration and expanding your network!
10:30 – 11:15 AM — Experiential Workshop
Experience Design Sprint
Location: Purdue Memorial Union – Room 263
Presenter: Nick Bonora, Purdue Conferences and Event Design Lab
Successful experiences create value through behavior change. This interactive session in the form of a design sprint is a teaser of the methodology used in the Event Design LAB℠ focusing on empathy and alignment of overarching aim to design experiences that move in the desired direction of change.
11:30 AM – 12:15 PM — Concurrent Session II
A. AI in Play: Transforming Sports Sales with Artificial Intelligence (Panel Discussion)
Location: Fowler Hall in Stewart Center
Moderator: Carson Woods, Purdue for Life
This theme focuses on AI’s transformative impact on the sports sales industry. It explores how AI technologies are being used to analyze fan behavior, personalize marketing efforts, optimize pricing strategies, and enhance the overall sales process. The panelists can discuss real-world applications of AI in sports sales, share success stories, and provide insights into how sales professionals can leverage these technologies to gain a competitive edge.
B. White Lodging’s Associate Promise – Driving Inclusion, Engagement, and Retention
Location: Anniversary Drawing Room in the Purdue Memorial Union
Presenter: AJ Brow, White Lodging
Explore how White Lodging fosters an inclusive workplace where associates can bring their whole selves to work. This session will explore their innovative engagement framework, designed to boost job satisfaction and performance. Learn how the company partners with associates to create long-term career journeys that support continuous growth and development, ensuring a thriving, engaged, and retained workforce.
11:30 AM – 12:15 PM — Experiential Workshops
Experience Design Sprint
Location: Purdue Memorial Union – Room 263
Presenter: Nick Bonora, Purdue Conferences and Event Design Lab
Successful experiences create value through behavior change. This interactive session in the form of a design sprint is a teaser of the methodology used in the Event Design LAB℠ focusing on empathy and alignment of overarching aim to design experiences that move in the desired direction of change.
Tea & Canvas
Location: Director’s Room in Purdue Memorial Union
Hosted by Wellness Ambassadors from Purdue RecWell
Enjoy a tea pick-me-up with the relaxing craft of painting on a canvas. Learn how the practice of being present in the moment can translate into other areas of your life. You will leave this workshop with your own canvas and applicable mindfulness techniques.
12:15 – 1:30 PM — Lunch
Lunch break on your own.
1:30 – 2:15 PM — Keynote Address: The Journey Traveled
Hoyt Jones, President, Jersey Mike’s
Location: Fowler Hall in Stewart Center
Navigating a story of experiences, life learnings, and the importance of lasting relationships. This session will feature Hoyt Jones’s journey to building Jersey Mike’s Subs into a leading franchise restaurant chain, navigating business development strategies, and the power of maintaining lasting relationships.
2:30 – 3:15 PM — Concurrent Session III
A. Leading in the Extraordinary Private Club Industry
Location: Fowler Hall in Stewart Center
Presenter: Donald “Chip” Misch, Missouri Athletic Club
Join us for an insightful session led by a seasoned expert with over 35 years of experience in the private club industry. This session will begin with an overview of the speaker’s extensive background, followed by a deep dive into what makes the club industry unique compared to other sectors in hospitality. Discover the industry’s wide-reaching impact through key statistics and learn about the interconnected roles of community property management, real estate, and construction within private clubs. Gain valuable lessons from decades of leadership, and explore the future of this extraordinary industry as we look ahead.
B. Crafting Bespoke Wellness Experiences: Trends Shaping the Future of Spa Hospitality
Location: East Faculty Loung in the Purdue Memorial Union
Presenter: Kari Lynn Myers, The Spa at Union Club Hotel
In this session, we will explore how the wellness industry is evolving to meet the demands of modern consumers. We’ll delve into key trends such as resource relationship management, digital innovation, and personalized customer experiences while addressing workforce development challenges within the spa sector. Attendees will gain insight into how forward-thinking strategies can elevate spa services and meet growing consumer expectations for well-being, customization, and exceptional service.
C. Training Tomorrow’s Workforce
Location: West Faculty Lounge in the Purdue Memorial Union
Presenter: Greg Gorgone, Pineapple Academy
In the fast-paced hospitality industry, developing a well-trained, efficient, and loyal frontline staff is crucial to success. This session explores how micro-training—bite-sized, focused learning sessions—can revolutionize your training approach, ensuring your team is always up to date with the latest skills and knowledge. We will discuss the critical role of effective onboarding and continuous training programs in reducing employee turnover, saving costs, and enhancing job satisfaction. Additionally, learn how to build and strengthen your company’s brand by embedding your values and culture into every training opportunity, creating ambassadors who pridefully represent your brand. Join us to discover practical strategies to help you shape the next generation of hospitality professionals.
D. POV: You Allow Yourself to Admit You Have Bias
Location: Stewart Center – Room 302
Presenter: Meredith Douglas, PCMA
The old saying goes…”I may be biased, but…” Actually, you are biased! We all carry implicit bias that can influence decisions we make in our personal and professional lives. Expanding awareness and accountability of your biases will help you mitigate harmful choices and actions that work against inclusion. In this session, “POV: You Allow Yourself to Admit You Have Bias,” we’ll examine the business case for DEIAB in the live events industry, working toward an answer to the question, “What is the ROI on DEI?” Through open and honest self-reflection, we’ll unpack the dynamics of “power” and marginalization, arming you with the tools to identify and address your own implicit bias. Enhancing this workshop will be the voices of 3 industry practitioners, sharing how they walk the talk in Diversity, Equity, Inclusion, Accessibility, and Belonging. By the end of this compelling session, you’ll leave with actionable strategies to commit to change and foster a more equitable, diverse, and inclusive event landscape.
E. Personal Finance, Emotion, and Technology: Intertwined, Not Isolated
Location: Stewart Center – Room 306
Presenter: Wookjae Heo, Purdue’s White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management
This session aims to demonstrate that personal finance is not merely about numbers. It is closely connected to everyday life and plays a significant role in shaping our well-being. Because of this, it is intertwined with various aspects, ranging from emotional factors to the use of technology. In this session, we will explore a brief understanding of the emotions involved in personal finance and technological applications to uncover these emotions and their integration with FinTech.
2:30 – 3:15 PM — Experiential Workshops
Experience Design Sprint
Location: Purdue Memorial Union – Room 263
Presenter: Nick Bonora, Purdue Conferences and Event Design Lab
Successful experiences create value through behavior change. This interactive session in the form of a design sprint is a teaser of the methodology used in the Event Design LAB℠ focusing on empathy and alignment of overarching aim to design experiences that move in the desired direction of change.
Tea & Canvas
Location: Director’s Room in Purdue Memorial Union
Hosted by Wellness Ambassadors from Purdue RecWell
Enjoy a tea pick-me-up with the relaxing craft of painting on a canvas. Learn how the practice of being present in the moment can translate into other areas of your life. You will leave this workshop with your own canvas and applicable mindfulness techniques.
3:30 – 4:15 PM — Concurrent Session IV
A. Maximizing Growth Through Service-Driven Innovation: CINTAS’ Approach to Sales and Product Excellence
Location: Fowler Hall in Stewart Center
Presenter: Donminick Gregory, CINTAS
Join CINTAS for an in-depth look at how service innovation and product excellence drive sustainable sales growth. This session will explore the strategies behind CINTAS’ customer-centric approach, from enhancing core product offerings such as uniforms, facility services, and first aid supplies, to leveraging sales insights for smarter customer acquisition and retention. Discover how CINTAS aligns its product development and sales operations with evolving market needs, ensuring every client receives tailored solutions that empower business success.
B. The Sensory Advantage
Location: East Faculty Lounge in Purdue Memorial Union
Presenter: Candy Foust, Ambiance iQ
In today’s competitive hospitality landscape, creating memorable guest experiences goes beyond exceptional service—it taps into the power of the senses. This session, The Sensory Advantage, explores the growing role of scent marketing and ambiance design in shaping customer perceptions and brand loyalty. Attendees will learn how strategically curated scents and atmospheric elements enhance emotional connections, influence behavior, and boost guest satisfaction. Join industry experts as they delve into the science behind sensory marketing and offer practical insights on how to implement these strategies to elevate your brand and drive business success.
C. Powering Great Events
Location: West Faculty Lounge in Purdue Memorial Union
Presenter: Will Knecht and Ashley Spagnoli, CVENT
This session explores how technology is reshaping event management in an era where events must deliver more meaningful engagement, higher ROI, and a seamless blend of in-person and virtual formats. Presented by experts from Cvent, the session will cover key 2024 trends, including centralizing event management for a more significant scale, leveraging AI to automate tasks, and creating accessible and sustainable events. Participants will learn how to drive engagement through personalized experiences, optimize event efficiency using cutting-edge tools, and harness data for actionable insights that align with institutional goals. Whether you’re managing campus events, alumni reunions, or professional conferences, this session will offer strategies to streamline operations and create lasting connections.
3:30 – 4:15 PM — Experiential Workshop
Tea & Canvas
Location: Director’s Room in the Purdue Memorial Union
Hosted by Wellness Ambassadors from Purdue RecWell
Enjoy a tea pick-me-up with the relaxing craft of painting on a canvas. Learn how the practice of being present in the moment can translate into other areas of your life. You will leave this workshop with your own canvas and applicable mindfulness techniques.
5:30 – 7:30 PM — Keith Molter Networking Reception
Location: South Ballroom in the Purdue Memorial Union
The networking reception, named in honor of the late HTM lecturer Keith Molter, provides a unique opportunity to engage with peers, exchange ideas, and build valuable relationships in a relaxed, social atmosphere. Whether you want to expand your network, discuss industry trends, or explore potential partnerships, this reception is the perfect setting to strengthen your industry presence. Light refreshments and beverages will be provided, ensuring a welcoming environment to foster meaningful conversations.
Friday, October 25, 2024
Registration outside Fowler Hall will be open from 8:00 AM to 3:00 PM.
The Hospitality Networking Suite, sponsored by Aramark, in the Ringle Gallery, will be open from 8:00 AM to 5:00 PM.
9:00 – 9:30 AM — Pre-engagement Program
Location: Fowler Hall in Stewart Center
Experience an AI-enhanced VR demonstration presented by HTM’s Mixed Reality (MR) lab. This showcase will highlight the potential of AI avatars and human interaction, exploring the implications for various industries across the four majors of the School. Want to get a firsthand experience? Volunteers are welcome!
9:30 – 10:15 AM — Keynote Address: The Future Impact of Technology and AI on Sales and Marketing in CPG Companies
Keynote Address – Jeff Long, Chief Commercial Enablement Officer, Molson Coors Beverage Company
Location: Fowler Hall in Stewart Center
Explore how advancements in technology and artificial intelligence are reshaping the sales and marketing landscape within consumer packaged goods (CPG) companies. This session will dive into the trends, tools, and strategies that are revolutionizing product promotion, customer engagement, and data-driven decision-making.
10:30 – 11:15 AM — Concurrent Session V
Session titles will be provided soon.
A. Tackling a Beverage Industry Issue with Technology and AI
Location: Fowler Hall in Stewart Center
Presenter: Kevin Doyle, Molson Coors Beverage Company
The US three-tier malt beverage business is big and complicated with over $135 billion in retail sales sold through 3,500+ independent distributors to 625,000 retail accounts. There are 275,000 independent off-premise outlets that make up 37% of total US sales. Today there is no syndicated competitive data service for this piece of the business as it relates to everyday execution in outlet. In store Ai and computer vision has the ability to transform in store merchandising in the US beer business. This seminar will use a current distributor case study to demonstrate the potential of this technology to reduce costs, increase selling effectiveness, and drive insights to improve retail execution with a snap of a few pictures.
B. Navigating Tough Conversations: Effective Communication Strategies for the Service Industry
Location: East Faculty Lounge in the Purdue Memorial Union
Presenter: Amy Goodson, Amy Goodson RD Courses
Sponsored by the National Dairy Council
In the service industry, navigating tough conversations is essential for maintaining a positive work environment and ensuring excellent customer service. This presentation, “Navigating Tough Conversations: Effective Communication Strategies for the Service Industry,” will provide practical tools and strategies for handling difficult interactions with customers, colleagues, and management. Attendees will learn how to manage conflict, de-escalate tense situations, and communicate with clarity and confidence. Through real-world examples and role-playing exercises, participants will leave equipped to approach challenging conversations with professionalism and poise, fostering stronger relationships and smoother operations in their workplace.
C. Future Focused: Maximizing Retirement and Employee Benefits
Location: West Faculty Lounge in the Purdue Memorial Union
Presenter: Jessica Bokhart, Market Street Wealth Management Advisors
This session will cover essential strategies for effective retirement planning, including maximizing 401(k) contributions, understanding employee benefits, and exploring tax-efficient strategies. We’ll also discuss investment basics, healthcare planning, and common pitfalls to avoid as you prepare for a secure financial future. Learn how to maximize your benefits and set actionable steps toward achieving your retirement goals!
10:30 – 11:15 AM — Experiential Workshops
StrengthFinders
Location: Purdue Memorial Union Room 263
This engaging and interactive workshop combines elements from Intro to Strengths and Strengths 301 to guide you on a journey from discovering your natural talents to mastering their application. In this 45-minute session, you’ll explore your unique strengths profile and learn how to develop these talents into powerful tools for personal and professional success.
11:30 AM – 12:15 PM — Concurrent Session VI
Session titles will be provided soon.
A. Infusing Hospitality with Experiential Learning to Empower the Leaders and Entrepreneurs of Tomorrow
Location: Fowler Hall in Stewart Center
Presenter: Nick Bayer, Saxbys
As an education company disguised as a coffee company, Saxbys prioritizes student success at the heart of its mission to Make Life Better®. Learn from Founder and CEO Nick Bayer how experiential learning provides students with the transferable power skills and tangible stories of leadership they need for today’s competitive workforce. By infusing experiential learning into every level of cafe operations, Saxbys empowers its student leaders to develop exceptional, workforce-ready hospitality skills and to take charge of their professional and personal growth as the leaders and entrepreneurs of tomorrow.
B. Driving the Future: Innovations Shaping the Car Rental Industry
Location: East Faculty Lounge in the Purdue Memorial Union
Presenter: Amanda Mast, Enterprise Mobility
This interactive presentation aims to provide a comprehensive look at the cutting-edge innovations transforming the car rental industry, offering valuable insights and actionable strategies to come. Across all business lines, the future is bright for Enterprise Mobility as we continue to advance the world, one journey at a time. Since day one, we have been inspired by a bold idea- creating better experiences for how the world moves. Join us to learn how you can make an impact as a (potential) future team member!
C. The Evolution of Luxury Experience: A Deep Dive into the Current Landscape and the Leading Future Trends
Location: West Faculty Lounge in the Purdue Memorial Union
Presenter: Jiyun Kang, Jiarui Li, and Jisu Jang, Purdue’s White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management
This presentation explores the dynamic luxury industry, providing insights into its current market scale, importance, and key contributors. It traces the development and evolution of luxury from its early stages (Luxury 1.0) to today’s digital era (Luxury 4.0). It also delves into major emerging trends, analyzing the challenges and opportunities they present and how they will shape the future of the luxury experience.
D. Securing a Frictionless Experience
Location: Stewart Center – Room 302
Presenter: Darien Long, Dormakaba
In an age where convenience is king, guests expect their hotel stays to feel effortless—where every interaction flows seamlessly from one moment to the next. In this presentation, Darien Long will explore how to create a frictionless guest journey by automating routine processes and freeing up hotel staff to focus on meaningful interactions that elevate the overall experience.
11:30 AM – 12:15 PM — Experiential Workshops
StrengthFinders
Location: Purdue Memorial Union Room 263
This engaging and interactive workshop combines elements from Intro to Strengths and Strengths 301 to guide you on a journey from discovering your natural talents to mastering their application. In this 45-minute session, you’ll explore your unique strengths profile and learn how to develop these talents into powerful tools for personal and professional success.
12:15 – 1:30 PM — Lunch
Lunch break on your own.
1:30 – 2:15 PM — Concurrent Session VII
A. A Path to Holistic Wellbeing in the Workplace: Enhancing Employee Satisfaction and Performance through Financial Health
Location: Fowler Hall in Stewart Center
Presenter: Junia Gutierrez, Purdue RecWell’s Boiler Financial Track
This session explores the critical connection between financial wellness and overall employee well-being, focusing on industries like hospitality, tourism, retail, and sales. Attendees will explore how financial stress can affect productivity, job satisfaction, and retention and gain practical insights into supporting financial health among employees. The presentation will cover critical aspects of financial wellness—such as budgeting, debt management, and emergency preparedness—and how these can contribute to a more engaged and resilient workforce. Real-world examples and actionable takeaways will help attendees understand the impact of financial wellness on workplace wellbeing.
B. Unlocking the AI Mysteries – Purdue Style!
Location: East Faculty Lounge in the Purdue Memorial Union
Presenter: Jim Feldman, Shift Happens!
Think AI is just for tech geeks and sci-fi movies? Think again! Jim’s program is all about demystifying AI tools in a way that makes sense (and is fun).
Jim will break down the fancy AI lingo and show you the trends, tools, and strategies, shaking up how to write reports, create social media, engage your professors with ‘inside-the-box thinking’, and make decisions using real-time AI assistance! This is not a lecture but an interactive session where you can ask questions and share your thoughts. Think of it as your behind-the-scenes look at the AI cool tech. Plus, when someone mentions AI, you’ll finally get to sound smart in front of your friends.
C. 5 Key Skills for Advancing the Future of Work
Location: West Faculty Lounge in the Purdue Memorial Union
Presenter: Kristin Stapleton, Amplify 3X
In this fast-paced and ever-changing world, different skills are needed to succeed. According to some of the world’s most admired companies, the top five skills for the future of work are adaptability, collaboration, communication, critical thinking, and empathy. These aren’t technical skills. They are human skills, and we can all get better at them.
This session explores the formulas and steps needed to do just that. From fostering an environment of mentorship and open communication to cultivating an environment of inspiration, this session strikes the right balance between caring for people and accountability for results.
Whether you are a manager, leader, colleague, or friend, join us to discover the future workplace skills that can elevate individual and team performance. Most importantly, you will advance your leadership potential and learn how to empower others to overcome obstacles, positively impacting our workplaces and communities.
1:30 – 2:15 PM — Experiential Workshops
StrengthFinders
Location: Purdue Memorial Union Room 263
This engaging and interactive workshop combines elements from Intro to Strengths and Strengths 301 to guide you on a journey from discovering your natural talents to mastering their application. In this 45-minute session, you’ll explore your unique strengths profile and learn how to develop these talents into powerful tools for personal and professional success.
2:30 – 3:15 PM — Closing Panel Discussion: The Role of Human Touch, Intuition, and Personalized Experiences in a World of Increasing Automation
Location: Fowler Hall in Stewart Center
Emphasizing the irreplaceable value of human intuition and personalized experiences, this panel explores the implications of overly automated systems in understanding trends and enhancing user interactions.
3:15 – 3:45 PM — Eta Sigma Delta Induction Ceremony
Location: Fowler Hall in Stewart Center
3:45 – 5:00 PM — After-Hours Networking
Location: Robert L. Ringel Gallery in Stewart Center