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UNC Wilmington Onyentzsilon
Wilmington, NC 28403-3297 Postage Poll
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How To Get The Most From The Tourist Dollar
Tapping Tourism�?Ts Potential
How To Get The Most From The Tourist Dollar
Tapping Tourism's Potential
November 18 and 19, 19
Blockade Runner Hotel
] pee Beach, NC
Presentors
Doug Stafford President of the Travel Council of North Carolina: presi-
dent and executive director of Charlotte Convention and Visitors Bureau.
Dr. Voit Gilmore Immediate past president of The American Soci-
ety of Travel Agents (ASTA); owner and president of Four Seasons Travel
Agency; former state senator; Ph.D. in geography, UNC Chapel Hill.
Dr. Nancy Gladwell Associate professor of recreation, University of
North Carolina at Wilmington; Re.D., Indiana University.
Terry Clark Guest services training coordinator for Biltmore Estate:
master's in public administration, University of South Florida.
instructors
Terry Clark is guest services training coordinator for Biltmore Estate and
has more than 10 years of training and administrative experience in both public
and private sectors. He holds a bachelor�?Ts degree in writing from Southwest Mis-
souri State University and a master�?Ts degree in public administration from the
University of South Florida.
Terry worked for the Veterans Administration as a Vietnam veterans�?T coun-
selor and as an associate regional manager directing finance, personnel, and staff
training. He presented training programs and workshops across the country on
veterans issues, performance appraisal, financial management, administration and
program management. He also was the director of nursing resources, managing
microcomputers, supplemental staffing and training at a 515-bed private hospital
in Georgia.
At Biltmore Estate, Terry directs all guest services, new-employee orientation,
and designs and delivers workshops on supervision and management topics. He
draws on more than 10 years in the restaurant business in teaching hospitality and
guest relations skills to Biltmore Estate employees. He is a member of the American
Society for Training and Development and a lifetime member of the Disabled Ameri-
can Veterans.
Nancy J. Gladwell, Re.D., is associate professor of recreation at UNC
Wilmington where her research and teaching focuses on management, travel and
tourism, and commercial recreation. She received an undergraduate and master�?Ts
degree from West Virginia University and a doctorate from Indiana University. She
has given national research presentations at the tourism and commercial recrea-
tion session of the Leisure Research Symposium at the National Recreation and
Parks Association Congress. She also has spoken on retention marketing at the
National Recreation and Parks Association Congress and Joint North Carolina and
Virginia Parks and Recreation Societies annual conference.
Her articles have appeared inthe Journal of Travel Research, Leisure Informa-
tion Quarterly, and North Carolina Parks and Recreation Review.
How to Register
Registration fee is $95 per person and includes instruction, handout materials,
meals and refreshment breaks. Room accommodations are not included in the fee.
Hotel reservations should be made directly with the Blockade Runner Hotel, 1-800-
722-5809 (inside North Carolina) and 1-800-541-1161 (outside North Carolina.) Be
sure to mention that you are attending the UNCW Institute for Tourism.
Registration Deadline: November 12, 1990
There are three convenient ways to register.
By Phone
Telephone registrations are accepted using Mastercard/Visa/Choice. Have
your card ready when you call. Phone-in registrations are accepted from 9 am-
6 pm, Monday through Thursday and 8 am-5 pm, Friday. Call (919) 395-3195.
By FAX
FAX your registration form with credit card infor mation to (919) 395-3990.
By Mail
Mail your completed registration form along with a check payable to UNCW, or
credit card information to: Tourism Registration, Office of Special Programs, UNC
Wilmington, Wilmington, NC 28403-3297. Your receipt and class information will be
mailed to you confirming your enrollment.
In Person
Come by the Office of Special Programs, 225 Hoggard Hall. Convenient visitor
parking is located adjacent to the building in parking lot F. Office hours are 8 am-6
pm, Monday through Thursday and 8 am-5 pm, Friday. Call (919) 395-3195 to con-
firm class space availability before coming by. Bring your completed registration
form along with cash, check, or credit card. All checks should be made payable to
UNCW.
Refunds/Cancellations
Refunds will be sent within 30 days of the date of your withdrawal/cancella-
tion. Fees can only be refunded if:
*You notify this office five (5) university working days prior to the start date
of the program, unless otherwise specified;
*The class is cancelled.
Registration Form
institute for Tourism, UNC Wilmington
Lt Fe RAGS aos BAG Social Security * =
Name
Mailing Address
Street/P.0. Box City State Zip
Name of Agency/Organization
Day Phone (__) Evening Phone (__)
Please check: __Check enclosed, payable to UNCW or ____Credit Card Information
___Mastercard tai ee AOS
Account #
Expiration date Signature
Mail this completed form along with your payment to Tourism Registration/Office of
Special Programs, UNC Wilmington, Wilmington, NC 28403-3297.
Please check: I head about this course through Newspaper __ Radio/TV
2... Brochure __Friend
Call (919) 395-3195 for information or to register by credit card. Deadline is
November 12, 1990.
The University of North Carolina at Wilmington is committed to equality of educational opportunity and does not discriminate against applicants,
students, or employees based on race, color, national origin, religion, sex, age, or handicap. Moreover, the University of North Carolina at Wilmington
is open to people of all races and actively seeks to promote racial integration by recruiting and enrolling a !arger number of black students.
How to Get The Most From The Tourist Dollar
Tapping Tourism's Potential
Seminar Agenda
Blockade Runner Hotel, Wrightsville Beach
Sunday, November 18, 1990
4-6 pm Final Registration
6pm Dinner
Welcome Dr. James C. Edmundson
Director of Special Programs
Speaker Doug Stafford
�?oThe Importance of Organizations Working To Bring Tourism
Potential in North Carolina to its Maximum.�?�
Monday, November 19, 1990
Morning Program Nancy J. Gladwell, Ph.D., Instructor
8:30-9:45 am Retention Marketing
*The other side of marketing(keeping your customers, and why it is so critical)
9:45-10:30 am Cultivating Consumer Loyalty
*What in the world does the customer want?(cooperative relationships, ideas)
10:30-10:45 am Break
10:45 am-12 Noon Maintaining Consumer Loyalty
*Swap shop, reality time, tips that work!
Noon-1:15 pm Lunch Dr. Voit Gilmore
�?oHow Persons in the Tourism Business Should Market
To Travel Agents�?�
Afternoon Program Terry Clark, Instructor
1:30-2:30 pm Hiring and Training Quality Employees
*Fighting the �?oWarm Body�?� syndrome(�?oBut | need help yesterday!"
*Recruitment in the hospitality industry(Why should people work for you?)
2:30-3:15 pm Personnel Systems for Motivating Employees
�?oEstablishing probationary periods(Let'�?Ts try each other for 90 days. . .)
*Performance feedback and appraisal(An ongoing process, not
an annual event) |
*Coaching versus counseling(Skills and knoWledge; behavior
and performance)
*Progressive, positive discipline (Holding your employees accountable)
�?oWhen all else failsthe �?odehiring�?� process(You don�?Tt buy employees,
you rent them)
3:15-3:30 pm Break
3:30-4:30 pm Panel Discussion/Roundtable
Dr. James Lanier, N.C. Aquarium
Captain Frank Conlon, USS N.C. Battleship
Jane Peterson, Cape Fear Convention and
Visitor's Bureau
Mary Baggett, Blockade Runner Resort Hotel
A discussion of personnel and training issues with panel members representing the hospitality and
service industry
About the Institute
The Institute for Tourism, offering quality training seminars and workshops to
tourism personnel, was developed by the Office of Special Programs at the Univer-
sity of North Carolina at Wilmington. The programs were designed by an advisory
committee of tourism industry leaders. Coupled with the university�?Ts coastal loca-
tion and the region�?Ts strong nucleus of tourism-related industries makes it unique.
The Institute is one of the many extended educational services offered by
Special Programs to various professional groups in North and South Carolina.
Drawing from campus and external sources, the university provides professional
education experiences of the highest quality.
Institute Goals __ |
#To enhance public awareness of tourism�?Ts contribution to the economic and
recreational development of the region and state;
#To strengthen the professional development of personnel within the travel
and tourism-related businesses;
«To improve the marketing and promotion of tourist attractions.
Who Should Attend
Convention and visitors bureau directors
TDA�?Ts
Sales directors
Owners and managers of tourist-related businesses
Art and theater directors
Festival coordinators
Public relations, advertising and marketing professionals
Parks and recreation directors
Chambers of commerce personnel
Anyone interested in tourism training
_ Seminar Benefits:
*Learn the latest techniques to attract new customers and keep them
coming back
*Develop effective customer service strategies once the customer has arrived
*Learn proper procedures on hiring and training new employees
*Initiate effective performance evaluations
*Learn how to deal with adverse personnel actions
