Cofounder & Chairman, GSD&M
Cofounder & Chairman of The Purpose Institute
In 1971, Roy and his partners, right out of The University of Texas at Austin, built GSD&M from scratch into a purpose‐based marketing, advertising and idea machine ‐ building iconic brands like Southwest Airlines, Texas Tourism and Visitors Bureau, The PGA Tour, Walmart, The United States Airforce, Goodyear, American Institute of Architects and DreamWorks. Roy has always held a deep belief that purpose‐inspired marketing can be a force for good. He and his partners created maybe the most recognized and respected marketing campaign in modern American History, Don’t Mess With Texas, an anti littering campaign that reduced liter in Texas by 78%. Spence and team are always the first to donate time and talent, creating powerful PSAs when disasters hit America like
9/11 and Hurricane Katrina as well as creating an historic moment by getting all the former US Presidents to create a 30 second PSA when Hurricane Harvey and Irma hit in 2017. He is now on a mission to use the power of purpose‐based marketing to bring America together on higher ground and begin putting the US back into USA.
Inducted into the American Advertising Federation Hall of Fame, named “Adman of the Century” by Texas Monthly magazine, Distinguished Alumnus of the University of Texas at Austin, The University of Texas McCombs School of Business Hall of Fame and Lyndon Baines Johnson Foundation board member.
Mayor Hillary Schieve
Mayor of Reno, Nevada
Hillary L. Schieve was elected as Reno’s Mayor on November 4, 2014. She was sworn in on November 12, 2014, as the 28th Mayor of the City of Reno. Prior to being elected Mayor, Hillary was elected as At-Large Reno City Council Member on November 6, 2012, and was sworn into office on November 14, 2012.
Hillary brings to the Council her entrepreneurial experience as an employer and local business owner, as well as her out-of-the-box thinking which helped her businesses prosper during the economic downturn. Hillary is the owner and operator of three businesses in the City of Reno. She wants to use her business knowledge to help eliminate bureaucratic red tape and spur job creation.
Hillary’s other key issues are economic growth, public safety, regional cooperation and senior services. One of her major issues is the reformation and revitalization of downtown. Hillary has made it a priority since assuming office to put funding toward creating a downtown environment that attracts residents, students, businesses and visitors. She was named in Politico Magazine’s “America’s 11 Most Interesting Mayors” article. The piece refers to her as “The re-inventor” for her role in the positive transformation of Reno, which is “becoming a hub for tech entrepreneurs and companies, pulling coders and data analysts from far more expensive Silicon Valley four hours to the west.”
Hillary’s business success landed her the Reno Gazette-Journal’s (RGJ) 2011 “Entrepreneur of the Year" award. Hillary was also named by the Nevada Young Professional Network and the RGJ as a “Twenty Under 40” award recipient for her business expertise and her community service endeavors. Just to name a few of her many accomplishments and awards, she is also a recipient of the “Humanitarian Award,” as she was recognized for being an outspoken public advocate for diversity and equality for all underserved groups. She was also honored with the “Harvey Milk Award” by Build Our Center (now called Our Center) in May 2016. She is also a two-time recipient of the Nevada Women’s Fund, presented by NV Energy, “Women of Achievement” award in 2013 and 2015. On July 23, 2020, Mayor Schieve was selected to chair the Reno-Sparks Convention & Visitors Authority (RSCVA) Board. She is the first woman to chair the organization since 2010.
Also a major supporter of arts and culture, in September 2019 she was named Elected Arts Advocate of the Year by the Economic Development Authority of Western Nevada (EDAWN). This is due in part to her 2017 appointment as the Chair of the US Conference of Mayors Standing Committee on Tourism, Arts, Parks, Entertainment, and Sports.
Hillary is one of the four founding members of the Midtown District. Most recently, she has worked diligently to reform and revitalize downtown Reno and has, in partnership with the Reno City Council, formed an Operation Downtown group focused on reimagining and revitalizing the downtown corridor.
Hillary was born and raised in Reno, Nevada. She attended Reno High School. Hillary grew up figure skating, where she competed nationally in pursuit of an Olympic dream, but was stricken with kidney failure. As fate would have it, her sister saved Hillary’s life by donating her kidney for a transplant operation. Hillary continues to be a strong advocate for organ donations and has lobbied nationwide to promote organ donor awareness.
President and CEO, U.S. Travel Association
Roger Dow is president and CEO of U.S. Travel Association, the Washington, D.C.-based organization representing all segments of travel in America. U.S. Travel’s mission is to increase travel to and within the United States. As the leading travel industry advocate, Dow and his team regularly meet with executive branch and congressional leaders to advance policies that benefit the broader travel industry. His efforts have resulted in major legislative victories, including his instrumental role in establishing and renewing Brand USA, the highly effective national travel and tourism promotion program. Dow and U.S. Travel are also leaders of the Meetings Mean Business Coalition, which promotes and defends the value of face-to-face business meetings, trade shows, conferences and conventions. U.S. Travel provides the industry unrivaled research and analysis and holds renowned annual events, such as IPW, the leading international inbound travel trade show, and ESTO, the premier learning and knowledge-sharing forum for destination marketing professionals. Most recently, Dow launched The Dow Report, a regular video series that features conversations with prominent CEOs from across all segments of the industry about their leadership and insights throughout the coronavirus pandemic. For his efforts to unify the travel industry and increase its effectiveness on Capitol Hill, Dow has been the recipient of multiple honors, including MPI’s 2018 Industry Leader Award. Dow has also held seats on several boards, including ASAE, GWSAE, MPI Foundation, PCMA, RE/MAX International, the Travel Institute and the U.S. Chamber of Commerce Committee of 100, among others. Prior to joining U.S. Travel in 2005, Dow spent 34 years at Marriott International, rising to senior vice president of global and field sales. Dow served in the United States Army with the 101st Airborne Division in Vietnam, where he received the Bronze Star and other citations. He earned a Bachelor of Science degree from Seton Hall University and was honored as a Most Distinguished Alumnus in 2012. In addition, he holds an honorary degree from Johnson & Wales University.
Vice President, the New Braunfels Convention & Visitors Bureau for the Greater New Braunfels Chamber of Commerce, Inc
Judy Young is the Vice President of the New Braunfels Convention & Visitors Bureau for the Greater New Braunfels Chamber of Commerce, Inc., a position she has held for over 23 years. Young has over 35 years experience in marketing/organizational management/travel industry. Education includes Purdue University/Destinations International Certified Destination Marketing Executive, Hendrix College Alumni, International Association of Travel Agents (IATA) Destination Specialist, IATA Certified Travel Consultant, and certified with University of San Diego Institute for Organization Management and holds an MSM in Management. Young is a founding member of Blossom Fields, a non-profit that supports adults with intellectual disabilities, Board Member of New Braunfels Main Street Partners, Board Member of Christus Santa Rosa New Braunfels, and a former board member of the Texas Travel Industry Association.
Young has been a panelist and speaker for TTA, TxDOT, GBRA, TxEDC, TACVB, TML, and held the elected position as chair of the Governors Texas Travel Council.
CEO, Big Sky Chamber and Visit Big Sky
Candace brings her 25 years of experience as a business development trailblazer in the EXPERIENCE Economy to lead the Big Sky Chamber. Having held numerous positions in management, marketing and sales, and non-profit development with organizations such as Wonderful Copenhagen, The Houston Symphony, Museum of the Rockies, Destination DC, The Washington Redskins, Ringling Bros. Barnum & Bailey, and The Walt Disney Company, she now turns her focus to helping build and sustain a health economy on behalf of the Big Sky community and the organization’s 400+ members.
Toby Babich CMCA, AMS, RSPS, ARM
President, Breckenridge Resort Managers
President, Vacation Rental Management Association
Toby Babich is the president and CEO of Breckenridge Resort Managers, and oversees all aspects of marketing, accounting and day to day operations of the company. Additionally, he guides the strategy and direction of the company, ensuring focus on the guiding principles on which the company was founded. Toby is an extremely active member of the vacation rental community, specifically in the realm of marketing, serving on many boards and committees over his business career. He has been extensively involved with the VRMA, serving as a three-term Board member, treasurer and current president among many other roles he has served within the organization. Toby also is a member of the Community Associations institute, where he holds the Certified Manager of Community Associations designation as well as an Association Management Specialist designation. Additionally, Toby is an experienced real estate agent, holding an active Colorado license with a resort and second homes property specialist certification. Toby spends his free time with his wonderful family, skiing, working on/riding in his jeep and volunteering his time to serve his local community and the vacation rental industry.
Strategic Partnership Advisor, LODGINGRevs
As the Strategic Partnership Advisor for LODGINGRevs, Tyler excels at building strategic relationships with prominent industry & public sector partners to identify and achieve the objectives of local governments. Whether delivering a presentation to local government officials or participating as a panelist on national webinars Tyler’s engaging delivery of best practices, community analysis, and proven solutions are enhancing local government operations and accomplishing the desired community objectives.
Following stints as an aide to a member of the British Parliament and work on a Senatorial campaign in his home state of Illinois, Mr. Hockenyos founded TXP while attending the LBJ School of Public Affairs at the University of Texas at Austin in 1987. Since then, TXP has successfully completed hundreds of projects for a wide variety of clients, with a strong record of on-time, on-budget delivery.
In his role as President of the firm, Mr. Hockenyos is involved in managing the day-to-day operations of the organization, performing technical analysis, and developing strategies for clients. In addition, he makes numerous public presentations and speeches. Mr. Hockenyos has served as a resource witness on a variety of issues in front of city councils, state legislatures, and the U.S. Congress.
Mr. Hockenyos’ private sector background extends beyond TXP. He is currently a board member of Seton Healthcare and American Bank of Commerce. He also served on the Board of Directors for Capital Metro (the Austin area transit authority), the Board of the ARC of the Capital Area, and the Travis County Citizen’s Advisory Council. Mr. Hockenyos’ personal business interests also include restaurants, real estate, and infrastructure/water development.
Mr. Hockenyos received a Bachelor of Arts in Philosophy from the University of Illinois and Masters of Public Affairs from the LBJ School of Public Affairs, where he has taught as an Adjunct Professor.
Ralph has been honing his skills on behalf of local governments since he joined CapitalEdge in 1995. In the 25 years that Ralph has worked for cities in Washington, his interests have varied broadly. He is the only person in Washington who has actually read all of the major local government legislation passed during his tenure, and he has developed special expertise in transportation.
Ralph holds a M.A. in Political Science from Syracuse University in New York and a B.A. from Skidmore College in New York, where he was elected to Phi Beta Kappa.
President, Premium Parking
Ben joined the Premium Parking team in 2008 as Vice President of Business Development. Over the past decade, he has analyzed, underwritten, and overseen hundreds of parking operations across the country, as well as help develop the corporate culture and internal systems that continue to drive Premium forward today. In 2016, Ben assumed the role of President, where he has remained involved in operations at every level, from training to technology and all aspects in between. Ben has been instrumental in the development of Premium’s cutting-edge management solution, GLIDEPARCS. He has been a continued leader in sharing the vision of GLIDEPARCS with current clients, new clients, and the parking industry as a whole. In 2017, Ben was named to the National Parking Association’s 40 Under 40 class, recognizing him as one of the industry’s best and brightest young professionals.
Ben is based in New Orleans, has been in the parking industry for over 10 years. He currently sits on the National Parking Association Board of Directors and was chair of the 2020 PMX Live National Parking convention.
Director, State and Local Government Affairs, American Airlines
Jack McCain Graduated from the United States Naval Academy in 2009 with a degree in International Relations. After graduation he reported to Naval Air Station Pensacola for Aviation Preflight Indoctrination, following on to Vance Air Force Base for primary flight training in the T-6A. After Vance, he selected rotary wing aviation, and completed his advanced flight training at Whiting Field. He was then assigned to the Fleet Replacement Squadron, HSC-3, at Naval Air Station Coronado to fly the MH-60S. After graduating from the FRS, then LTJG McCain reported to HSC-25, the Island Knights, at Andersen Air Force Base in Guam. While assigned there he deployed to the Western Pacific, Persian Gulf, Brunei, Australia, Japan, and elsewhere, aboard the USS ESSEX, USS STENNIS, USS BONHOMME RICHARD, and USS DENVER. While not deployed LT McCain participated in numerous search and rescue operations, including three lifesaving rescues. After completing three years at HSC-25, he took assignment to the United States Naval Academy, as a senior instructor in the Leadership Education and Development (LEAD) program. While there he taught the introductory leadership course to first-year Midshipmen, and developed his own curriculum in the form of Naval Leadership Traditions Retrospective, combining the study of history and leadership. While teaching, he also completed his Master’s degree in Security Studies from the Georgetown School of Foreign Service, and published his first book. LT McCain then volunteered for a combat assignment, requesting the Afpak Hands program. After nearly a year of intensive training in Afghan history, politics, basic combat skills, Dari language, and the UH-60A Blackhawk transition course, he deployed to Kandahar Airfield. Throughout his year in Afghanistan as an Air Advisor, he flew alongside his Afghan counterparts in the UH-60A, teaching advanced combat skills, tactics, and mission flying, throughout Kandahar, Uruzgan, and Helmand provinces, and assisted in developing the first tactical standard operating procedures for the Afghan Blackhawk. As an Afghan Hand, he acted as the link between the Afghan military and U.S. military, advising on cultural, political, and military issues. He then returned to the United States, to take a position with American Airlines as a Director for State and Local Government Affairs out of their Phoenix hub.
Mizraim S. Cordero
Director of State & Local Government Affairs, United Airlines
As Director of State & Local Government Affairs for United Airlines Mizraim Cordero builds and maintains strong relationships based on honesty and trust with elected state and local leaders as well as other key stakeholders and partners across ten states in the mountain region; facilitating their learning about United’s commitment to providing a level of service to its customers that makes them a leader in the airline industry while striving to operate increasingly more sustainably and responsibly. With his background in government affairs and business Mizraim understands and helps convey the complexities of the business and works closely with policy leaders to inform policy that is thoughtful and promotes economic progress.
Prior to joining United, Mizraim served as Vice President of Government Affairs for the Denver Metro Chamber of Commerce where he advocated for business-friendly policies for the key Colorado industries represented in the Chamber’s more than 3000 members. Mizraim joined the Chamber by way of its statewide policy affiliate, the Colorado Competitive Council, as its Director.
Early on in his career Mizraim developed the foundation of his commitment to building dependable and lasting relationships between businesses and the community at large, that commitment has guided his career while serving as a Head Start Administrator in New York City and in Adams County, Colorado. And, later serving in Commerce City, Colorado as Intergovernmental Affairs Manager. He is a graduate of Lehman College of the City University of New York, holds a Master’s in Clinical Social Work from New York University and an MBA from the University of Denver.
Volunteering and serving in organizations that build a stronger community is important to Mizraim he is serving his second term as the re-elected President of the South Adams County Water and Sanitation District Board. In 2019 he was appointed by Governor Jared Polis to the Colorado Creative Industries Council and serves on the board of directors for the Denver Colfax Marathon, the Colorado Enterprise Fund, and the STEAD High School in Commerce City. But, his greatest passion and the source of his happiness are his two daughters, Amelie and Olivia.
Jon Gray serves as CEO at RVshare, the world’s largest RV rental marketplace. The company lists over 100,000 RVs and has booked more than two million days. From 2004 to 2017, Gray worked for Austin-based HomeAway, the leading marketplace for vacation rentals. He started as a founding employee supporting merger and acquisition activities, led marketing and business intelligence, held various general management positions, and served as Chief Revenue Officer through the company’s sale to Expedia in 2015 for $3.9 billion.
Gray previously served on the Board of Directors for CanadaStays and currently serves on the Board of ToursByLocals and acts as an advisor to a handful of consumer internet companies. He holds a Bachelor of Arts in Government from the University of Texas at Austin and an Acton MBA from St. Edward’s University.
Steven Paganelli, CDME
Group Group Head of Destination Marketing, Americas, Tripadvisor, LLC
Bringing 30+ years of Travel Industry experience, Steven Paganelli joined Tripadvisor in January 2013 as Group Head of Destination Marketing, Americas. In his role, Steve spearheads innovative ways to connect DMOs with 490 million monthly Tripadvisor travelers, supports a seasoned sales team, and manages strategic relationships with key industry organizations. Steve serves on the German National Tourist Office Advisory Board, the Destinations International CDME Advisory Board, DMA West Foundation Board, and Puerto Rico Advisory Board.
Prior to joining Tripadvisor, Steve spent six years with cooperative marketing and digital agencies serving DMOs. Five of those years were focused on launching a successful Destination Division for the interactive marketing agency, TIG Global. There, Steve developed the company’s product and service offering, managed business development resulting in a portfolio of 30 destination clients, and also served as Destination Strategist.
Before returning to the private sector, Steve spent 13 years at DMOs in Connecticut – nine as President & CEO. His other roles included VP of Sales & Marketing and Director of Convention Sales. In these positions, Steve oversaw all print and digital marketing efforts including website development and the selection and integration of CRM solutions. In addition, Steve’s bureaus were early adopters of online tactics winning recognition for efforts in SEM, email marketing, and social media including HSMAI’s prestigious Adrian Award.
Steve has chaired numerous committees and organizations, served on the then Destination Marketing Association International Board of Directors and received his Destination Marketing Executive Certification (CDME). He majored in Speech Communication Arts at Hofstra University with minors in English, History, and Psychology.
Eric brings a rare combination of corporate leadership in public companies and entrepreneurial innovation. As Chief Strategy Officer, Eric works across the Inhabit portfolio to fuel the company’s next stage of growth with a focus on go-to-market strategy, product, operations, and M&A.
In the past 15 years he’s co-founded two start-ups, led the turnaround of another, and exited all three to public entities. Most recently, Eric led ApartmentJet as CEO (acquired by Expedia Group), pioneering the convergence of Multifamily and Vacation by introducing an enterprise perspective of the sharing economy to the nation’s largest owner/operators.
Eric has held additional leadership roles as President of LeaseStar at RealPage, Inc as well as General Manager of Multifamily Solutions at Expedia Group.
Eric holds a B.S. in Electrical Engineering at South Dakota School of Mines & Technology, an M.B.A. in Technology Management from University of Phoenix, and completed Executive coursework from Stanford University.
Director of Aviation Operation, Taos Air
Joe Zvada is the Director of Aviation Operation for Taos Air, a scheduled airline operating from Taos, NM on 30 passenger jet aircraft. Taos Air’s mission is to improve accessibility to northeastern New Mexico serving the region’s tourist market as well as a growing sector of business travel. The airline has expanded to serve four markets from Taos – Los Angeles, San Diego, Dallas, and Austin – in the winter with plans to add service in the summer starting in 2021. As the only New Mexico based airline, we are well positioned to partner with other communities and the state to improve air transportation throughout New Mexico.
Vice President of Government Affairs, WineAmerica
Michael is the main voice of WineAmerica on Capitol Hill, taking WineAmerica’s message to Members of Congress and their staff. Michael also manages all external communications for WineAmerica. This includes press outreach and membership communication. He has been quoted in The New York Times, The Washington Post, The Associated Press, Vineyard and Winery Management Magazine, Wines and Vines and Wine Spectator.
Michael is also the main point of contact between the organization and the Alcohol and Tobacco Tax and Trade Bureau (TTB) and handles general regulatory concerns for WineAmerica members. He is a member of the Board of Directors of Free the Grapes and is a regular fixture at industry trade shows and conferences throughout the country.Prior to joining WineAmerica, Michael provided research and logistical support to two DC based lobbying firms. He also handled compliance issues with a major political party. Michael earned his BA in American Studies and Political Science from Rider University in Lawrenceville, NJ and a MA in Political Science from American University in Washington, DC.
President & CEO, The Brewers Association
Bob Pease is the President & Chief Executive Officer for the Brewers Association. The Brewers Association is the trade association representing small and independent American Craft Brewers with over 5,400 brewery members. In 2009 Pease began to work extensively on Government Affairs related issues facing small and independent brewers and became the Brewers Association point person for Government Affairs issues in Washington, DC. As President and CEO he has led the charge to raise the awareness of small and independent brewers in Washington, D.C. helping establish the Brewers Association as the voice of small and independent brewers on Capitol Hill. In his current role since 2014, he is responsible for managing the day-to-day operations of the association. Pease has a degree in Political Science from the University of Colorado. He is a member of American Society of Association Executives, a graduate of the Siebel Institute Professional Beer Tasting and Styles course and is a certified TIPS trainer. In 2015 Pease was named, “Beer Industry Person of the Year” by Brewbound and in 2018 Pease was named one of the top lobbyists in Washington, D.C. by The Hill.com. He lives in Boulder, CO with his wife Peggy, daughter Kyra and dog Juno. He enjoys spending time with his family, reading, skiing, cycling, golf and beer drinking in his spare time.
Marketing Manager & Festival Producer, C3 Presents
Katie Dorflinger works in brand partnerships and festival production at C3 Presents, one of the largest festival producers in the world. With over 16 years of experience building brands and producing events, Katie programs the Austin Food + Wine Festival and ideates opportunities for brands to activate virtually and onsite at large scale events including Lollapalooza and Austin City Limits Music Festival.
Prior to this role at C3, Katie worked in the fashion industry in New York City for Chloé, Stella McCartney and Alexander Wang building luxury businesses on an international scale.
Raymond G. Sandoval
Event Chair, The Annual Burning of Will Shuster’s Zozobra
Zozobra Event Chair Ray Sandoval is a native Santa Fesino who has been building and burning Zozobra since childhood. In 2013, the Kiwanis Club of Santa Fe appointed him as the Event Chair of this only-in-New-Mexico tradition and he has been unanimously re-appointed to the position annually. Over the past eight years during which Ray has been at the helm, attendance at Zozobra has increased exponentially, yet this cherished New Mexico tradition has remained affordable and family-friendly despite rising event costs. Ray’s concern for keeping Zozobra fresh and vibrant led him to create the Zozobra Decades Project, a ten-year, educational journey through the successive decades of Zozobra’s existence leading to the 100th anniversary in 2024. Ray is actively involved in all aspects of Zozobra including design and construction, historical accuracy, marketing and public relations, and volunteer management. In 2020, in the midst of the current pandemic, Ray’s proactive planning and hands-on leadership allowed this iconic tradition to be conducted safely as a live event, and even with no public attendance, the gloom of 2020 was burned for an audience of over 300,000 people watching from around the world.