Greenbrier Valley Tourism Summit

Shaping Our Future Through Strategy and Insight

Tourism extends far beyond the visitor—it’s a core economic engine, driving investment and fostering community vitality. Join us for a full day as we explore the impact of this industry in the Greenbrier Valley and across West Virginia. From strategies that can significantly increase customer retention to the power of building a compelling brand, this summit is packed with valuable takeaways for business owners, community leaders and hospitality professionals. Don’t miss this opportunity to be part of the conversations shaping tourism!

REGISTRATION OPEN

May 8, 2025 | 9 a.m. - 4 p.m.

TICKETS
$50 per person, $40 per person when registering three or more - hot buffet lunch included

Use promo code 3ORMORE to access the special discount offer.

RSVP BY MAY 1, 2025

AGENDA

EVENT LOCATION: The Schoolhouse Hotel, 125 Schoolhouse Way, White Sulphur Springs

08:30 a.m.   Registration Opens

09:00 a.m.   Kara D. Dense, President and CEO, Experience Greenbrier Valley

10:00 a.m.   Dom Thiel, Vice President Strategy, Fahlgren Mortine

11:00 a.m.   Kelly Collins, CEO, State Fair of West Virginia

11:30 a.m.   Hot Buffet Lunch - mixed greens salad, artisan rolls, herb-seared chicken breast with creamed leeks, roasted sirloin with peppercorn shiraz, green beans, rosemary-garlic fingerling potatoes, bread pudding and apple crumble for dessert - drinks and snacks available throughout the day

12:30 p.m.   Richie Heath, Executive Director, WVHTA and the WV Association of CVBs

01:00 p.m. Secretary Chelsea Ruby, West Virginia Department of Tourism

02:00 p.m.   Josh Collins, Founder and CEO, Main Street Mentor - Keynote Speaker

03:00 p.m. Matt Ford, President, Greenbrier Environmental Group

TOPIC DETAILS

Kara D. Dense, President and CEO, Experience Greenbrier Valley

• The Peak of Promotion: Unpacking the Power of Your DMO. Explore the inner workings of Experience Greenbrier Valley and discover how the team markets the region as a premier travel destination. Uncover the tactics, vision and creativity that set the Greenbrier Valley apart—while driving significant economic impact through increased visitation, local spending and community growth.

Dom Thiel, Vice President Strategy, Fahlgren Mortine

• Beyond the Logo: Creating a Brand that Resonates. Great brands don’t happen by chance—they are intentionally crafted to create a consistent and memorable experience. In this session, we'll explore what it takes to build a compelling brand, the role of marketing and advertising in making it stand out, and the steps Experience Greenbrier Valley is taking to develop a brand that truly resonates.

Kelly Collins, CEO, State Fair of West Virginia

• Building on a Century of Tradition. Discover what’s ahead at the State Fairgrounds with a preview of this summer’s major events and celebrations for the 100th anniversary. Learn how the new master plan builds on the fair’s strong economic impact and its unique ability to inspire community pride.

Richie Heath, Executive Director, WV Hospitality and Travel Association and the WV Association of CVBs

• 2025 Legislative Recap. Our voice at the Capitol provides an update on the 2025 Legislative Session and what it means for tourism.

Secretary Chelsea Ruby, West Virginia Department of Tourism

• The State of Tourism: Elevating West Virginia. West Virginia’s tourism industry continues to grow and achieve new heights. Secretary Chelsea Ruby shares how she and the West Virginia Department of Tourism team continue to promote the Mountain State.

Josh Collins, Founder and CEO, Main Street Mentor - Keynote Speaker

• Breaking Down Silos, Cultivating Collaboration. Learn how destinations can build lasting momentum through teamwork, trust and shared vision—turning collaboration into a powerful engine for change. Find out how to break down silos, create positive word-of-mouth and shift from transactional, short-term efforts to true transformation.

Matt Ford, President, Greenbrier Environmental Group

• Building Trails to a Bright Future. This session highlights the collaborative efforts underway to enhance recreational opportunities and spur economic development in the Meadow River Watershed.