Digital Storytelling on Social Media
Presented by: Jordan Bower, Digital Storyteller,


Do you freeze up every time Twitter asks what’s happening? Or bare your heart and soul when Facebook asks what’s on your mind? Is your Instagram feed full of blurry pictures of your cat?

Come learn how to improve the strategic impact of your online communications by becoming a better Digital Storyteller. For tourism businesses, emotionally rich stories build anticipation for your product, and give your clients well-packaged recommendations to pass along to their friends.

What are the tools for constructing an engaging story?In this session, you’ll learn:

  • The 7 experiences modern audiences value most.
  • 6 easy to understand cornerstones for effective storytelling.
  • How the facts/characters/themes framework translates your business goals into ready-to-post stories.

This fun and creative session combines a presentation with vibrant group discussion.
Jordan Bower is a Digital Storyteller who lives in Victoria. He has led workshops on online communications for groups including Tourism Victoria, Volunteer Victoria, ASPECT BC, NetSquared Victoria, and Hollyhock, Canada’s Lifelong Learning Centre. In his professional practice, Jordan runs Inspired Communications, which consults for local and international organizations on digital engagement, drawing on 12 years of experience in the tourism industry. This year, Jordan will release his first book, The Temple of Momentum, about his 316 day walking trip from Canada to Mexico.

Tourism Matters! The Value of Tourism and Collaboration within our Region
Presented by: Dave Petryk, President & CEO, Tourism Vancouver Island

The tourism industry in the Vancouver Island Region is a vast and interwoven network of tourism businesses, industry organizations, and government agencies all working together to grow and sustain a dynamic industry. Tourism is everyone’s business and everyone needs to play their part by applying knowledge, expertise and resources to achieve the best outcomes for a flourishing industry and visitor economy.

This session will look at the many ways to promote and support the industry collaboratively to ensure its continued vitality and success. As part of this session Dave will also provide an update on developments, challenges and trends facing the industry as we head into the 2015 summer season.

As President & CEO of Tourism Vancouver Island, Dave leads a professional team to achieve the organization’s mission and vision. Dave joined the organization in 2000 and has 40+ years experience as a destination marketer, educator, hotel manager, food/beverage manager, restaurant manager and executive chef.

10 Must-Know Tips to Recruit and Retain Staff
Presented by: Arlene Keis, CEO, go2HR


As labour shortages intensify on Vancouver Island, having the right recruitment and retention plan in place will be critical to business success. What recruitment strategies should you use to attract and hire the right staff? What retention practices can you implement to keep the great staff you already have? In this interactive discussion with go2HR, BC’s tourism and hospitality human resource association, you’ll learn 10 recruitment and retention tips that every business must know for success in 2015 and the years ahead.

Arlene was hired in 2002 to lead the development and growth of go2HR. She has over 25 years of HR management experience at the operational, corporate, and industry levels in both the public and private sectors. Arlene holds a M.Ed. in Counseling Psychology from the University of British Columbia and a B.Ed. from the University of Victoria. She is also designated as a Certified Human Resources Professional. Arlene manages and oversees the overall operations and strategic direction at go2HR.

Networking Roundtables
Facilitated by: Jody Young, Industry & Community Services Manager, Tourism Vancouver Island

We’re listening! Each year attendees of Tourism Vancouver Island events communicate that networking is the number one reason why they are attending events and the most beneficial aspect or outcome of the events that they attend. In this networking roundtable session you will have the opportunity to network with your industry stakeholders as well as industry leaders on important topics pertaining to our collaborative success today. This session will be 75 minutes in length with the opportunity to spend 15 minutes at each topic table to ask your burning questions! The topic tables will be as follows:

Table 1: Dave Petryk, Tourism Vancouver Island, The Value of Tourism to our Region
Table 2: Maria Greene, Destination British Columbia, The Emerging Market of China
Table 3: Jordan Bower, Digital Storyteller, Digital Storytelling on Social Media
Table 4: Arlene Keis, go2HR, Recruiting and Retaining Staff in a Labour Shortage
Table 5: Jameel Sayani, MNP, Partnering with First Nations for Success

Maria Greene

The Emerging Market of China – Networking Roundtables (Table 2)
Maria Greene, Director, Overseas Marketing, Destination British Columbia
Maria started with Destination British Columbia 24 years ago and over the years has moved into several roles and departments such as Market Research, North America and Europe & South Pacific before taking on her current role. Currently, Maria leads the strategic development in Destination BC’s programs in key overseas markets including deployment of consumer, trade and media relations activities with a focus on maximizing visitation and revenue. Maria has a passion for the tourism industry and promoting British Columbia. During the networking roundtable session Maria will be available at table #2 to discuss what you need to know about the emerging market of China and how to plug in!

Jameel Sayani

Partnering with First Nations for Success – Networking Roundtables (Table 5)
Jameel Sayani, Business Advisor, Aboriginal Services, MNP
Jameel is a Partner on MNP’s Aboriginal Services team. Working on Vancouver Island, Jameel delivers assurance, taxation and business advisory services to First Nation clients and several Aboriginal business organizations. Jameel has over five years of experience in public practice, helping clients set strategic direction and realize their vision for the future. He takes pride in helping his clients succeed and watching the positive growth it creates within Aboriginal communities. During the networking roundtable session Jameel will be available at table #5 to discuss First Nations business protocols and how you and your business can partner with First Nations partners on Vancouver Island for success.

Thank You to our
Pro D Day sponsors!

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