The Hilton of Knoxville, TN is the host hotel for 2008

The Confluence Outfitter Expo 2008 Trade Show
will be held at the Knoxville Convention Center.  

Tuesday December 4

The Confluence Opening Social - Sponsored by LaSalle Merchant Services

Opening social event for all Confluence attendees. Pick up your registration materials and greet old friends and new at the Opening Social. This is a great time to start networking. December 4th in the Silver Legacy Grand Ballroom.

Wednesday December 5

Eight Rings of Organizational Leadership

Owners and managers today are faced with problems of cutthroat competition, financial pressures, and employee performance and retention. In this highly interactive and entertaining session, you will learn how the "Eight Rings of Organizational Leadership™" can help you dramatically improve your bottom line.
By understanding how to apply these eight areas of leadership excellence, you'll be able expand your customer base, motivate and retain a qualified and responsive workforce, and achieve tangible business results.

• You'll learn:
  How to translate your mission into outstanding front-line customer service
• How to recognize the patterns and cycles that affect your business and how you can turn this knowledge into a unique competitive advantage
• How to create an aligned and motivated workforce
• How to establish an environment of continuous improvement that will improve customer loyalty Come prepared for fun as you learn how to apply the "Eight Rings" to help produce profound change in your company. Presenter Ron Rosenberg

The Inner Secrets of Outrageous Marketing: Part 1 How to Dominate Your Market Niche

Competition is getting fierce. To stay successful, you have to understand your market and offer your customers something truly unique. Anything less and you become a commodity and allow people to make their decisions on price alone. But it doesn't have to be this way. Marketing and customer service expert Ron Rosenberg will share his proven strategies for unprecedented business growth. In this interactive and motivating session you will discover:

• The 5 keys to understanding your business
• How to dominate your market with your "Unique Selling Proposition"
• The 4 "M's" of outrageous marketing - ignore them at your peril!
• The long-term value of a customer and its importance to your bottom line
• Why you should rethink your entire marketing strategy to grow your business

How the Media Reacts to Your Public Relations

Submit your news releases and media kits to this all star panel of travel writers for an anonymous critique and for tips on how to boost your appeal to travel writers. An all star panel of travel writers will include Peter Fish from Sunset Magazine and other prominent writers moderated by Nancy Harrison of Adventure Travel Media Source.

Outfitter Telephone Reservations - Best and Worst Practices

During the 2007 season, Signature trainers made over 100 calls to outfitters' operations before and after Signature Reservationists Training Sessions. This program will review the best and worst practices based on this extensive, real life research specific to the outfitting industry.

The reservation process is key to your success. How well your front line staff service the customer on the initial phone call is a critical factor in driving reservations and revenue. You may have the world's greatest website, but the customer's experience on the telephone can make or break the business. That phone call provides you the opportunity to make a legendary impression on the customer and an opportunity to close more business. Treating that phone call as an important sales opportunity will have a direct impact on your bottom line.

This program examines the best practices of the reservation process. To illustrate these practices we will play 'before' and 'after' phone calls. You will be able to hear the influence and impact that a trained front-line staff member has on attracting new business. Great customer service is clearly a competitive advantage that will enhance your opportunities to capture more business and build your reputation. Presenter: Barry Himmel, Signature Worldwide

AO Outfitter Luncheon - Sponsored by The America Outdoors Insurance Program and the Schneider Group

Have lunch on us while you hear updates on industry issues. This luncheon is for all registered seminar attendees! December 5 at the Silver Legacy.

The Inner Secrets of Outrageous Marketing: Part II Revising Your Website or Brochure Copy

Getting the same tired results from your marketing materials? It's probably because your sales letters, magazine ads, and brochures look just like everyone else's. Isn't it time to try something different…and incredibly effective!

In this interactive and engaging workshop, you'll learn how to apply Ron Rosenberg's outrageous marketing strategies to improve the effectiveness of your own marketing communications.

You'll have the opportunity to bring samples of your materials to the session and get feedback on the spot. Plus, several participants will be able to sit on the "Hot Seat" and get expert advice and audience input on how to increase the response and effectiveness of their specific marketing materials.

In this one-of-a-kind session you'll discover:

• 12 specific elements that MUST be in every marketing piece
• Proven copywriting strategies that will send your response rate through the roof
• The most important print component and why most people miss it completely
• 3 simple strategies to double the effectiveness of your web site
• Over 25 specific examples of what to do…and what not to do in your marketing

This is an incredibly powerful hands-on session you can't afford to miss! Find out why Ron Rosenberg's sessions are always "standing room only" and take your marketing communications from adequate to exceptional!

Financial Controls and Trip Costing Models - Operations Network

Greg Henington, Far Flung Outdoor Center, will lead this discussion group on trip costing models, financial controls and PCI compliance issues. Greg's formula's for determining trip costs and appropriate margins was a highlight of last year's operations network. The PCI Compliance requirements for outfitters taking reservations over the internet with credit cards will be an important new topic in this session.

Employee Recruitment -- Staff Development and International Workers - Operations Network

How do you find and train quality seasonal employees and retain productive full-time staff? What are the best strategies to recruit and train quality guides? What interviewing techniques and job applications are most successful? Having difficulty finding reliable seasonal employees for those everyday jobs? Try hiring foreign workers on temporary work visas. What companies are best at finding great foreign workers for season staff? Share your experiences with these and other issues during this operations network session. Rafael Gallo, Rios Tropicales and Suzie Hockmeyer, Northern Outdoors will moderate this session.

Reservations Systems - Operations Network

Discuss the features of various reservations systems available on the market and the advantages of each. More customers and group buyers want packages. How do you work around the limitations of your system? How are you coping with mandatory PCI compliance issues? Andy Neinas of Echo Canyon in Canon City, Colorado will moderate this session.

Greening Your Operation

Wendy Berhman, NPS, and panel of experts will lead this interactive session on best practices in greening your operation. You don't have to operate in a national park to adopt these new practices. Eric Martin of Wilderness Voyageurs in Ohiopyle, PA is distilling cooking oil from area fast food restaurants for biodiesel and using it in his older model diesel powered vehicles. Mike Mills of the Buffalo Outdoor Center in Arkansas installed a power producing windmill that provides power to his home. He sells excess power to the grid. While you may not be able to burn biodiesel, there are many other strategies to learn about to reduce your impacts on the environment while saving money.

Wendy Berhman manages the Environmental Team for the NPS Concession Program, which incorporates environmental management criteria into concession contracts and provides technical assistance and educational materials for greening operations. The NPS Concession Program demonstrates that it is possible to create win-win situations for outfitters, lodging operations, and agency managers. Ms. Berhman and a panel will discuss some of the cost-effective strategies and resources available to any company that wants to green their operation and save money on power, fuel and waste management while helping the environment. You'll also have an opportunity to offer your input on strategies that you've incorporated. Presenter Wendy Berhman and panel

The New Forest Service Permitting Policy

Carolyn Holbrook, Director of Special Uses, from the Washington office will discuss the new outfitter and guide permitting policy, which should be out by the time of the meeting. Trail maintenance issues will also be a subject of the discussion. Chris Brown, Director of Wilderness and Wild & Scenic Rivers, will be on hand to discuss emerging issues in wilderness management.

Outfitter Expo Trade Show & International Bazaar Reno Events Center

The AO Trade Show is well known for a variety of vendors offering fabulous show specials. Join us in the exhibit hall at the Reno Events Center to take of advantage of one-stop shopping for your outfitting needs. This year's show features new products and new exhibitors along with your favorite AO member vendors. Check agenda for times.

Thursday December 6

Reservations Training - by Signature Worldwide, optional all day program - limited space available

This useful, hands-on day-long program provides you and your staff with the tools to help you build the legendary customer service culture you desire. This program will teach your reservations staff how to produce sales and great customer service to go with it. The customer service experience begins with the phone call to your business. This six hour, entertaining and motivating session will teach you and your team how to convert that phone call to a reservation and get your guests excited about their upcoming adventure.

Three sessions were held for outfitters throughout the East and the survey results were overwhelmingly positive with over 95% of participants giving the program the highest marks for value. Even today, months after the training the participants believe the program made a positive difference in their performance. This is a six hour workshop with extensive preparation and mystery shopping required, so you must register before November 1st. There is a seminar fee of $125 with full registration and $225 without Confluence registration. The class is limited to the first 18 to register. Presenter: Barry Himmel, Signature Worldwide

Third Generation Internet Marketing Strategies

We have moved to the third generation of web sites and Internet marketing. In this session Susan Sweeney, author of 6 Internet Marketing books including 101 Ways to Promote Your Web Site, Internet Marketing for Your Tourism Business, Formula for Success, and 3G Marketing on the Internet, will explain in plain English the latest technologies to hit the web - blogs, wikis, podcasting, mobile marketing and RSS are just a few of the latest trends that will be discussed. Susan Sweeney, Connex Network Inc.

Destination Marketing for Adventure Travel - It All Begins with Knowing Your Customer

Bill Owens has been working with outfitters in West Virginia to develop a strategic plan for the industry. Although an element of this study is specific to whitewater rafting, the concept and the process of developing a strategic marketing plan for the industry and the area will have value to others seeking to improve the destination appeal of rural travel. Bill will present the findings of focus group research conducted with past customers and with individuals who, based on demographics and participation in other outdoor activities, should be prime candidates to participate in whitewater rafting. The research addresses like, dislikes and barriers to participation. He will then show how the understanding of customers and non-customers translated into recommended marketing and product initiatives for the industry. Presenter Bill Owens, Senior Vice President, Economics Research Associates

60 Tips in 60 Minutes - Web Tips You Can Use Now

Beat the clock! Web tips you can use now to implement your online marketing strategies today. Susan will deliver the latest web secrets for her audience's ears only. Don't miss this action packed seminar that will literally make time fly. Take away industry expert Susan Sweeney's internet marketing hints. Ms. Sweeney is an internet marketing expert and author of 6 internet marketing books. Presenter: Susan Sweeney, Connex Network Inc.

New Strategies to Get Kids in the Woods

Eric Martin will lead this panel of experts to discuss the tricks of the trade in getting more kids and families involved in your activities. Eric was appointed to Governor Rendell's "Governor's Task Force" on connecting people with the out of doors. How do you make your trips appeal to teens and their parents? How do you deal with the safety issues? Teens like to be on trips with other teens. How do you promote and improve the likelihood that trips will involve compatible groups. What are the best connections to teen group business? When teens are in the backcountry, how do you promote appropriate behavior and screen employees? These and many other topics will be covered in this session with participation by outfitters and tour operators who've walked the talk.

Diversification, New Product Development, Measuring Success - Operations Network

What successful strategies have companies used to diversify their operations? What products did they add and how did they evaluate their viability? You'll hear from outfitters and active travel companies who developed successful:

• soft adventures such as guided hikes;
• international tours in the off-season;
• interpretive tours;
• specialty trips for niche markets.

Success in the Lodging Business

What are the secrets to success in renting and operating cabins, lodging and packaging those options with your recreation service? What are the most successful marketing strategies? What should you expect for an occupancy rate? What promotions are successful for seasonal and off-season business? How do you develop a successful property conceptually and how do you determine the appropriate price point for various times of the year? What are effective strategies for greening your lodging properties, and dealing with damages, deposit and refund issues. Solutions to these issues and some that you bring to the table will be provided by a panel of experts who have successfully met these challenges. Panel of experts

Developing a 2008 Strategic Marketing Plan That Delivers Results

The focus of this workshop is how to develop a powerfully integrated strategic marketing plan that delivers results, in the time-starved and resource-constrained environment of outdoor recreation outfitters. This unique workshop involves two distinct formats. The first half of the workshop will involve presentation and dialogue of a proven strategic planning process for integrated marketing and sales, identification of the marketing "super-categories" of a solid plan, and how to make your marketing budget completely integrated into your plan. The second half will involve breakouts into small groups to facilitate collaborative working sessions in which you'll begin to develop your own high level strategic plan. An AO industry-segment member (e.g. rafting, bike touring, guest ranch vacations, sea-kayaking, etc.) will lead each working group. Presenter Julie Thorner, Willoworks

The Confluence Mine Shaft Party - Sponsored by Morrison Communications

Thursday night at the Silver Legacy; this party is your chance to relax, enjoy social time with your peers, and find a deal at the live and silent auctions. The social event is included with pre-registration for the full meeting, so send in your registration today! December 6, 6:30 PM.

The Bowling for Dough Tournament - Sponsored by Compendium Software

Get your team together and get ready to dazzle us with your amazing alley skills. $20 for registered attendees, the bowling tournament promises to be a fun and exciting event. Thursday December 6, 8:30 - 10:30 PM at the National Bowling Stadium.

Friday December 7

Update on Risk Management and Audit Issues

Dennis Willis, BLM Recreation, Washington DC Office

Topics
1. Audits. At the recommendation of the Office of the Inspector General and the Government Accountability Office, all BLM States will be conducting audits of the permit fees and billings. Find out how this program will work and how it has the potential to affect your business. Learn some tips about preparing for and surviving an audit.
2. Fatalities that happen under a permit are drawing a lot of interest in the Congress and the Department of the Interior. There has been a GAO report on child abuse and neglect in wilderness therapy programs. The investigation has the potential to spread to other types of programs and affect the outfitting industry. Learn some of the background issues and concerns on this topic.
3. Change in the minimum fees. By policy, BLM adjusts the minimum commercial permit fee, and assigned site fee every three years. We are due this year.

How to Get the Most from Your Seasonal and Full-Time Employees

Jennifer Webb presents tools to really work more effectively with seasonal and full-time employees, with skill sets designed to teach people how to adapt to constantly changing work conditions.

You'll learn:

• Why people fight change, and how to help them feel safe and empowered to step outside their comfort zones
• To communicate using people's specific language (based on personality styles, and discussed in more detail in the breakout session) using their verbal and non verbal cues
• Not to react under stress
• To diffuse challenging situations by understanding more quickly what someone needs, and how to help them get those needs met in a business environment
• To calm down angry individuals and work with people effectively when they're "acting out"
• How to stay motivated to get results

Recent Court Cases -- Strategies to Respond to Critical Incidents

Rrecent court rulings of negligence will be reviewed to identify the issues that led to exoneration or a settlement or a finding of fault by the outfitter. She will examine issues that resulted in claims and how those claims ultimately were resolved. This session culminates in a case study presented to participants who will work in small groups to test their skills in deciding issues of liability based on succinct legal principles given to them in the written problem. Once the groups have completed the problems, the group will discuss the processes associated with some of this decision making. Presenter: Tracey Knutson

Team Synergy: Identify New Strategies to Revive and Drive Business Forward

Building on the earlier session on getting the most from seasonal employees, participants will work in teams to identify specific issues that have sidetracked growth, and focus on how to build the business by designing and supporting a team environment at work.

You'll learn:

• The importance of going "5 Why's Deep" to solve the right problem
• Team building dynamics, how to build rapport, get others motivated to get the job done right and create a shared vision
• The impact/intent communications model, what are we communicating, and how to clarify, paraphrase and help people save face in order to keep morale high and the mistake ratio low
• Fundamental tools to determine personality styles, why we work more effectively with employees and customers when we communicate with them based on their model of the world.

Campaign-Driven Advertising: Integrate Your Online Advertising. Direct Sales: Why It Must Be In Your Marketing Plan!

This workshop focuses on two elements of your marketing mix (and key categories of your strategic marketing plan!): Advertising and Direct Sales. Get practical, powerful information to make your marketing efforts attract and keep loyal customers in 2008. The first half of the workshop focuses on how to make your advertising more effective by integrating all offline and online advertising into cohesive, season-long marketing campaigns that can be tracked and measured for effectiveness.

The second half of the workshop zeroes in on effectively using direct sales to personalize your marketing efforts, with outstanding results for your customers. Review how to make the most of the four main channels of direct sales: telephone calls, personal visits, personalized email communication, and personalized direct mail. Get the inside track on the busy outfitter's guide to "high-impact segmenting", how to make sure you are using Pareto's Principle (the 80/20 rule) to your advantage, and how not to get stuck in analysis paralysis instead of executing effective direct sales initiatives. Presenter: Julie Thorner, Willoworks

An Integrated Strategy for Online Marketing: Email & Search

There are two basic aspects of successful relationship marketing. Beginning a relationship and maintaining that relationship to the mutual benefit of both the organization and the customer or prospect. In this session, Chris Baggott will discuss how search, driven by blogging, will be the critical component in 2007 in what traditional marketers have historically referred to as "acquisition" marketing. You'll learn why data driven email is the critical element in building and maintaining that relationship to the mutual benefit of both parties. In this interactive session you'll learn how to cost effectively implement the next generation of e-mail marketing strategies. Presenter: Chris Baggott, Compendium Software

Develop Effective Guide Training Protocols

A panel presentation, and a question & answer session on guide training protocols will highlight critical issues in training and monitoring the performance of seasonal guides. Claims regarding inexperienced guides or negligent hiring are on the rise. You may also have some responsibility in evaluating a guide's performance through the course of the season or correcting obvious patterns of unsafe or neglectful behavior. Given the seasonal, transient nature of staffing for outfitting companies, guide training presents difficulties for many operators.

This session or a separate one will also deal with customer screening protocols and warnings given to customers. How can you legally and tactfully screen out guests that present higher risks? As the population ages and is less physically fit, this issue will grow in importance. A panel of outfitter from various industry segments will be moderated by Tracy Knutson to highlight innovative training protocols and strategies for monitoring performance. Presenter: Tracey Knutson

Buying and Selling an Outfitting Business

Pat will cover the key issues for consideration when contemplating the buying or selling of an outfitting business. Topics covered include: Common pitfalls; tax/legal issues; the negotiation process; use of advisors; valuation techniques and methods; Dos and Don'ts. Presenter: Pat Tabor, The Swan Group

Building Collaboration: Implementing Your Top Three Ideas

Identifying the best ideas participants will take away and incorporate immediately into their businesses; this session summarizes the best tools, what really works and how these ideas can be utilized right away to take business to the next level. Presenter: Jennifer Webb, Magic Communications