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Experience Industry Management Advisory Council Meeting Minutes Thursday, November 1, 2018 Reception: 5:30pm-7:30pm at SLO Provisions, 1255 Monterey St. Friday, November 2, 2018 Meeting: 8:30am-4:30pm at the Dairy Innovation Institute, Cal Poly Building 18A Advisory Council Attendees: Bill Hendricks, Michael Alamo, Jason Alexander, Ryan Becker, Robert Eaton, Rodrigo Espinosa, Jim Flagg, Nick Franco, Tom Halen, Marcelle Hampton, Whitney Hrdlicka, Amber Karson, Lori Keller, Karen Knight, Wyatt Mello, Barb Newton, Linda Parker Sanpei, Tim Ryan, Megan Bonwell, Reva Chadha Invited Guests: Megan Bleichner, Kevin Bumen, Chuck Davidson, Monica Pette, Stephanie Stephens, Rich Verruni, Lisa Wanzenried Faculty/Staff Attendees: Blair Orlando (student-staff assistant), Brian Greenwood, Jerusha Greenwood, David Jones, Kevin Lin, Keri Schwab, Dianne Korth, Kathy Daniels Cal Poly Presenters: Andy Thulin, Paul Jurasin, Jim Dunning Student Presenters & Panel Members: Christina Rathberger, Taylor Eagan, Erin Ticktin, Grace Mora, Tyler Symcox, Robin Laybourn

8:30 a.m.

Breakfast, Introductions

Bill Hendricks: • Individual introduction of meeting attendees (name, company &

position) 8:45 a.m.

Experience Industry Management Updates

Bill Hendricks: • Agenda • Vision-3 Pillars o The vision of the Department of Experience Industry

Management is to cultivate leaders and innovators in industries that promote healthy lifestyles, protect memorable places, and facilitate life-enhancing experiences for individuals, communities and global society.

• 5 Current Strategic Initiatives o Develop world’s leading experience industry management

curriculum o Develop industry relevant, progressive & active research

centers/ institutes

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o Maintain a thriving & innovative faculty dedicated to the teacher-scholar model

o Offer international educational opportunities to every EIM student

o Become a leader on campus in addressing diversity and inclusion initiatives

• Advancement Goals o $2.5M- Experiential Innovation Lab o $3M- Center for Experience Design & Management Research o $3.5M- Endowed faculty position o $1M- International learning program opportunities o $100,000- Scholarships for incoming students to increase

diversity • Concentrations o Event Planning & Experience Management o Tourism, Hospitality & Destination Management o Sport & Recreation Experience Management

• Highlights o Students: Wildflower, SURP, Brunch with the Blues, Junior

Giants, Cal Travel Summit, IMEX America, Phocuswright Power Paradox, Outward Bound, Costa Rica Class, Visit CA Outlook Forum

o Faculty Research: National Recreation & Park Association, Snowbird Resort, Faculty Participation in Tenure, Publications

• Rankings o College Factual-ranked # 3 for best overall Parks, Recreation,

and Leisure Studies • Thank you Launch for the donations & internship programs • Cynthia Moyer & John Bullaro Scholarship o https://eim.calpoly.edu/donation

• Tenure Track Position Search Update o 60 applicants failed search last year o Still searching now, hope to have someone soon

• RPTA Major Applicant Selection Update o 345 enrolled this year, all-time high

• Expected Academic Progress (Dianne Korth) o Progress in major to graduation o 2025 Graduation Initiatives target percentages

• RPTA Change of Major o One of two “Destination Majors” in CAFES o Strong demand

• Event Planning & Experience Management Minor o Plan to accept 30 students annually o Average Cal Poly GPA: 3.23/3.29 o Average Higher Education GPA: 3.36/3.31 o Not advertising the minor at all

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• Degree Name Change o Considerations: Is it Marketable?

• Fall 2018 Student Major Name Survey o 214 respondents o Students voted for Experience Industry Management

• Ranked in Order 1. Experience Industry Management 2. Experience Design and Management 3. Experience Management 4. Recreation, Parks and Tourism Administration

• Cautionary Notes Declining Enrollments o San Jose State University, Illinois, Texas A&M, Cal Poly

Pomona, Arizona State University, San Francisco University, University of Florida

• COAPRT Accreditation Outcome o Extraordinary number of commendations

• How can you support EIM students o Develop relationships o Program advocacy o Research projects & RFPs o Job announcements o Internships o Annual auction & dinner support o Scholarship support o Student mentors

9:15 a.m.

Advisory Council Roundtable (2 min max your industry’s latest trends)

Rodrigo Espinosa: More and more organizations are moving towards customer experience, putting customers at the center of the marketing mix

Important for students to understand this customer centered model Jim Flagg: • Short term rentals-- ruling the market, this has basically turned every home into a hotel and creates major competition for employees • Regulations-- Cities are battling with regulations is a big issue

Robert Eaton: • Labor issues-- difficult to find quality people for low salary, the reality of it is we are going to have to pay more to keep the industry viable and get people to work • Overall Tenure—optimistic investment in today’s world • Artificial Intelligence—necessary to have data and show the results Jason Alexander:

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• Retail—now shifting to being more experiential (dining/entertainment), combination of physical and visual demand, putting the consumer into the overall experience • Technology—always growing and adding to experiences Whitney Hrdlinka: • Wine Industry—direct to consumer focus where individual wineries have to find a way to conduct their individual shopping cart • Competition—big concern, trying to think how to be top of mind in stores

Stephanie Stephans: • Public Local Governments—moving at a slow pace • Improve Storytelling with Technology • Difficulty getting young, loyal employees Nick Franco: • Public Recreation—decline in younger folks coming in at entry level but seeing an increase in people in their mid 30’s • New Employee Motivations— doing good and impacting other people • Role of Public Recreation—determining how it relates to other parts such as public health and the role (ex: homelessness)

Lisa Wanzenried: • Technology—data, insights, voice—using this as an advantage to show how to better guest experience, build a marketing strategy • Employees—how to incentivize employees (education opportunities)

Karen Knight: • Luxury Rentals-- looking for a greater experience in their homes, create a compound for clients where they come and it is a 5 star result • Corporate—play the cultural liaison Lori Keller: • Technology Platforms—tracking effectiveness of tourism market and what outlets have the most impact

Ryan Becker: • Over Tourism—big challenge that is forcing us to move away from target gain and now look at who we are going after and where to go, effecting both residential (quality of life perception) but visitor perception as well

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Linda Parker Sanpei: • Impressions—new focus on tracking clicks and mechanized learning and intelligence to zero in a strategic pr effort or marketing effort towards specific customers, now can track ROI, 50% of searches in 2020 will now be done by voice

Monica Pette: • Ski Industry Challenges—declining population & interest, people now want more than just a ski trip (more of an experience), seasonal employee deficit because employees are looking for change & growth within companies

Kevin Bumen: • Aviation/Airline Space-- unprecedented growth locally, challenging to sustain customer experience • New Technology-- up and coming-- autonomous baggage (safety issues), engaging with customers (via wifi questionnaire), adding scent (untouched dimension in air travel)

Marcelle Hampton: • Issues—employee retention, pressure on city to make customers feel safe and want to visit • Trends—experiences including puppies, experiences revolving around community association • Digital Transformation—necessary to stay up to date with it will only get more popular in the future • Security • Legalization of Marijuana Megan Bleichner: • Customers First— main focus in the industry • Switch from Marketing to Sales—sales loves events • Constant Creativeness and Adaptability Towards Unique Experiences

Barb Newton: • Legislative Challenges in CA—homelessness, privacy, workforce • Funding—necessary to make your point and have a voice (PAC) Rich Verruni: • Employee Retention & Loyalty Issues-- very difficult in trying to get employees—it’s not just about the rate, they want to know what the culture is, they want to test it, and they want to know what they’re getting into

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• Finding Solutions—shifting training programs and giving potential employees the opportunity to shadow and showing them the potential growth within the company • Importance of Finding a Unique Attraction—something to increase interest and attract more guests • Overall Organizational Culture—making sure staff are all on the same page and know how to engage the guests-- guests want people to talk to them directly and feel the experience

Tom Halen: • Rural Travel— attracts an older demographic • Bridging the Gap-- between town history and appreciation for it • Agritourism—on the rise, land owners are trying to be innovative and use their land to its full potential, this also brings up government issues

Becky Heidisch: • Competitive Job Market—aggressive, diversity in data, and multiple industries • Sports Industry—constantly changing, quick & fast • Employees—target the “needle in the haystack” Tim Ryan: • Data Analytics—real time analytics through apps to analyze location, consumer spending • Reducing Risk—using analytics to shift risk onto vendors Chuck Davidson: • Marketing Shift—consumption of marketing development and how to market to people, now looking at what people like to do rather than demographics • Research—looking at the past and projecting where and what consumers will do in the future • Destination Management—distributing visitors throughout the County • Risk Management—this is becoming the norm • Advocacy • Increase in Boutique Hotel Development Amber Karson: • Culinary Trend Crossover—food and beverage excited with events • Wine Tourism & Events—on the rise, room for curriculum in those areas

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10:15 a.m.

BREAK

10:30 a.m.

New EIM Social Media Approach

Robin Laybourn & Advisor Brian Greenwood • EIM Next Level Influencers • New Approach o Increase EIM Understanding, Involvement and Popularize the

#ExperienceCalPoly hashtag • Time to Amplify o Getting the story out in two places a platform for the

department (individual & department social media platform • Analytics o Instagram 70% increases on post engagement o Facebook 120% increased on post engagement

• EIM Jobs Blog o Top Jobs: event industry o Instagram job feature o 1,500 blog visits this school year

• Please send in internship/job opportunities to: rglaybou@calpoly.edu

10:45 a.m.

Student Panel Brian Greenwood (Faculty) Question 1.

What type of conference and or extracurricular opportunities have you been involved in inside/outside the classroom?

Responses: • Megan Bonwell: Visit California Outlook Forum • Erin Ticktin: IMEX America Conference, met people from all

over the world • Tyler Symcox: RPTA 101 class very impressive able to attend

CPRS in Santa Maria • Grace Mora: Intern at the local San Luis Obispo County Land

Conservancy and was able to see the back side of a non profit organization, what it takes to improve the community and help make importunities available to the public

• Christina Rathberger: International student from Germany at Munich Univ of Applied Sciences with a major of Tourism Management, mostly business classes and a few tourism classes

• Taylor Eagan: Vice President of EIM Club Question 2.

What course projects/volunteer opportunities/work experience have you experienced learn by doing?

Responses:

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• Megan Bonwell: RPTA 260 program design for 4th and 5th graders at a local elementary school where she learned how to plan, facilitate and participate with a different age group

• Erin Ticktin: RPTA 210 project with Restorative Partners where she learned about how to work with a different culture

• Tyler Symcox: Connected with mountain bike companies and currently works as an ambassador assisting the sales representative, has competed in professional motorsports, member of the CP cycling club where he both competed and is helped coordinate the event

• Grace Mora: Leadership & Diverse Groups with Woods Human where she was able to reach back and learn how to plan a real event while working with people. She also is involved in planning the Catalina Island trip this fall.

• Christina Rathberger: Internship for a trade fair company in Munich where she gained experience about how a job really is

• Taylor Eagan: Boo Bash-SLO Parks and Recreation Question 3.

What are your plans for the future? Responses:

• Megan Bonwell: Internship in the spring with Cal Poly Commencement Family Parent Programs

• Erin Ticktin: Internship in the spring with Cal Poly Commencement Family Parent Programs, after graduation she plans on moving to Spain to work in the hospitality industry

• Tyler Symcox: Sports media, publishing online sports digital media, maybe with fox sports. Tyler’s ultimate goal is to work as a sport agent and maybe go to grad school for sport psychology

• Grace Mora: Plans on getting experience with guiding trips and is interested in getting her MBA at Cal Poly. Her big plan is to plan large scale outdoor excursion

• Christina Rathberger: Wants to experience everything this town has to offer before going back to Germany

• Taylor Eagen: Hopes to work in wine tourism and/or the cruise industry

Open Questions: Wyatt Mello What do you need from this group that we aren’t doing?

• Blair Orlando: Career Fair Representatives & Attendees • Event production education to show the behind the scenes of

events and gain real life experience.

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Barb Newton What do you look for in a job? • Opportunities within your field, training, future advancement

and to learn about your self in the job place • Responsibility and Ownership, something you are producing

and ownership over a project and task

Jim FlaggHow important is the culture of the organization • Extremely important, culture represents passion which is a big

deal • The people around you really shape your positions

Nick Franco What is your perception of working in public service and government right away?

• A stepping stone to gain skills and build connections • Some feel they wouldn’t have the experience to work in a

public sector because of the difference between public organizations and private

• From previous experience working in public service within SLO county, some feel they don’t have any way of progressing in the organization

Nick Franco What makes a good culture? • Good energy • A company that values leisure time and allows employees that

outlet • Diversity

Wyatt Mello What would a mentorship look like to you?

• Potentially hosting a student for a day and allow them to see the life in your position

• Resume building and cover letter help

Brian Greenwood Room for Growth • Potential Opportunity: Student in charge of reaching out and

mobilizing a mentorship program 11:15 a.m.

Experience Innovation Lab Brainstorming

Rodrigo Espinosa: • GPJ has really pushed for this • The idea: a new building with a space in that building, a lab

where organizations in the industry can use it to do some pilot programs, to help the industry create case studies, create programs, data analysis, test programs at large, connect with faculty and students

• Where we are now: creating a version 2

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-Looking at the creative side of things and bringing the data and research regarding industry change forward to show its importance and why it is important Need support and feedback from the advisory council

• Urgency for the next 6 months to meet deadlines Group Discussion/Brainstorming: Overall Discussion Topic:

What are some ideas as to what you would need to be apart of this lab, funding ideas, what are you all looking for?

Topic 1:

Interesting lab concepts (projects/research) Responses: Nick Franco Dealing with the interface of recreation and agriculture in order to have connectivity (for example: bob jones trail) but in order to have those we typically would have to cross agricultural lands which can be difficult due to the impact with the operations Jim Flagg branded products on the boutique hotel industry and its connection with the experience

• Focus groups to find out what customers are willing to spend, value in the differences between boutique hotels and traditional hotels

• Marketing techniques and how to market specific sectors of the industry correctly

Wyatt Mello focus on minority populations operations and how can we help them travel/life Karen Knight virtual travel product rising to help create an experience to see and build experiences without leaving the home Jason AlexanderGaining knowledge on competition Rodrigo Espinosa HR has now shifted from a cost center to an asset center—agencies today that spend the most on HR and their people have minimal turnover—this lab could be a resource to explore the appeal, longevity and business model flip to address employee experience advantage and how to compete, motivate all age groups

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David Jones reach out to the older population locally and create innovative ways to support their experiences, this could help expand beyond the lab and add a mix in demographics Topic 2:

Pricing suggestions/approach Responses: Whitney Hrdlicka different pricing levels/tiers to show the value in each Linda Parker SanpeiIdentify some of the things that can be put together and what can be achieved—outcomes & results Bill Hendricks Show all aspects not simply ROI, but rather philanthropic donations, the relationships and connections Nick Franco take a backward approach see what has been produced and how it has changed the industry and the impacts/benefits (showing we could do so much more because this is what you have done) one barrier is what is it and what is it going to do Jason Alexander Research past students and what they have gone on and done post graduate and how they have changed the industry, strategic initiatives (about the students, big factor)

12:00 p.m.

LUNCH and Summer Undergraduate Research Program Poster Presentations

Kevin Lin (Faculty) • Blair Orlando

o Research Project: The Application of Data Analytics in the Experience Industry

• Erin Ticktin: o Research Project: The Impact of Internet and Social Media

Usage on Event Attendees’ Satisfaction and Expenditure • Megan Bonwell:

o Research Project: Specialization in Youth Sports and its Impact on Young Adult Sport or Physically Active Leisure Time Participation

1:00 p.m.

Private Public Partnerships

Jim Dunning, Director of Economic Development & Technology Transfer Cal Poly Technology Park • Benefits to Cal Poly • Expanded Opportunities for faculty development • Expanded real • Benefits to Industry • Availability of students

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• Video 1:30 p.m.

2019 Auction & Dinner Amber Karson: • Proposed Theme: The Sky’s the Limit • Date: Saturday, February 23, 2019 • Student Committees:

o Event Logistics o Marketing & Registration o Finance, Technology & Administration

• Goal: Make this experience a WEEKEND long event • Would love to see all advisory council members at the EIM 2019

Auction & Dinner 1:45 p.m.

Internship Placement Trends

Jerusha Greenwood: • Fall 2014-Fall 2018 • Internship Requirements • RPTA 465: Internship in EIM

o 400 hours over 10 weeks • Administrative & Supervision • Geographic Trends most people in CA and international • Growing Umbrella of “Recognized Providers”

2:00 p.m.

CAFES Updates Andy Thulin, Dean of CAFES: • About Cal Poly • Growing Numbers • Attractiveness of CP- the brand is strong • Students need to have leadership • Strategic Intent • Plan on having a lab that is a community place for CAFES • The Center for Wine & Viticulture is in progress • Special thanks to council---values and appreciate everyone

2:45 p.m.

BREAK

3:00 p.m.

Cal Poly-Amazon Web Services Digital Information Hub

Paul Jurasin, Director of New Programs/Digital Transformation Hub: • Innovation Flow • Identify, Engage, Define, Prototype, Realize Value • AWS at Cal Poly https://dth.calpoly.edu/ • Working Backward Questions

o Who is the customer? o What is the customer problem or opportunity? o Is the most important customer benefit clear? o How do you know what customers need or want? o What does the customer experience look like?

• The Common Good • Goal is to create a global network of these innovation centers

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• Get students the ability to work on real world challenges before they get out there

• How to Apply/get issues submitted? o Call and you will then be sent a form to fill out o Fee structure-- vendor agnostic process o Faculty and students wanting to get involved call Paul

3:30 p.m.

Appoint Vice Chairs & Committee Chairs

Rodrigo Espinosa: • Next Meeting--February 22nd 2019 • New Vice Chairs:

o Barb Newton o Nick Franco (local help) o Kevin Bumen (local help) o Karen Knight & Lisa Wanzenried--willing to help

wherever its needed, and work better as a team

3:45 p.m.

Committee Breakouts Rodrigo Espinosa: • Need Committee Chairs for the following:

o Student Professional Development to work on getting the mentorship program up and running Karen Knight & Lisa Wanzenried--willing to help

wherever its needed, and work better as a team Linda Parker Sanpei Marcelle Hampton Megan Bleichner

o Executive in Residence Committee • Available/Extra Help:

o Monica Pette (Auction) o Rodrigo Espinosa (Auction-sponsorship help) o Stephanie Stephens (State Wide Reach) o Tim Ryan post June

4:15 p.m.

Review Council Matrix Bill Hendricks Not today instead adjourn at 4pm

4:00 p.m.

Adjourn