2021 ALP Virtual Conference & Marketplace e-Program Aspiring Conference Only

2021 ASPIRING & NEW
Lodging Professionals
Conference & Marketplace

Slides and Recordings

Welcome to ALP - it's the place for you.
We are a collaborative community, solving the challenges of independent

lodging property owners in a changing travel landscape.
We're a non-profit association that focuses on professional development and
advocates for the industry in media relations, and influencing public policy.

ALP's MISSION
To embrace all current and aspiring professionals within the small, independent

lodging community and help them become highly successful by providing
critical education, advocacy, networking, and professional development.

ALP's VISION
To ensure a vibrant and growing small, independent lodging community by

serving as the foremost knowledge and information resource, a powerful
industry advocate, and maintaining strong industry alliances.

About ALP
It is important to you to operate a successful business whether you are an
innkeeper, independent lodging owner, a unique lodging property, a hospitality
professional, an aspiring hospitality professional, or an allied partner that

supports our industry with your products and services.

Operating a unique lodging property requires a variety of skills and access to
resources. Marketing, management, staffing, finance, technology, legal issues,
cooking, decorating, cleaning, safety, customer service, keeping up with guest

trends, and advocating for your industry - the list is practically endless.



BOARD OF DIRECTORS AND STAFF

Board Chair
Marc R. Kassouf
Quiet Creek Inn and Strawberry Creek Inn, Idyllwild, CA
Board Vice Chair
Laura Moskwa
The Bradley Inn, New Harbor, Maine
Board Secretary
Donna Olney Kohler
Fig Street Inn, Cape Charles, Virginia
Board Treasurer
Patricia Detwiler
Broker / Consultant, Hospitality Properties for Sale, Florida
Board Members
John P. Finneran
Caldwell House Bed and Breakfast, Salisbury Mills, New York

Tyann Marcink Hammond
Branson Family Retreats & Missouri Haus Vacation Rentals, Missouri

Linda Hayes
Innkeeper Emeritus
and Hospitality Consultant & Owner, ijk Partners, Virginia

Janice DeLerno Verges
The Stockade Bed and Breakfast, Baton Rouge, LA

Chief Executive Officer
Kristine L. Ullmer, [email protected]

Membership Coordinator
Debbie Anderson, [email protected]

Marketing Director
Heather Turner, [email protected]

Conference and Events Planner
Erik Spence, [email protected]



ALP’s Conference & Marketplace Sponsors



Aspiring Lodging Professionals
Conference & Marketplace

Owning and operating a lodging property is more than great people skills and a
great muffin recipe. Whether you are an innkeeper/lodging professional-

explorer looking for your dream property, a new owner, or even if you’re close
to retirement interested in what buyers are being taught, you need to join us
for 2 days filled with education, including our first Aspiring Marketplace! And if
you’re ready for more, over 75% of our Aspiring attendees also register for
Monday & Tuesday’s ALP Lodging Professionals Conference & Marketplace.

Registration will include access to all of the Aspiring Conference Sessions,
Session Slides, and all content made available from the Virtual Exhibitors. All

of the materials will be conveniently organized in e-book format.

Saturday, February 20, 2021

Aspiring Lodging Professional New Lodging Professional
Sessions Sessions

(without a property yet) (0-18 months of ownership)

9:45 Welcome to the ALP Aspiring Innkeeping Conference & Marketplace
9:55
10:00 Navigating the ALP Virtual Conference & Marketplace
10:30
Eastern Standard Time 11:30 Hospitality 101 and The Commonalities of the Professional Lodging Industry
12:00
It's the Search! Do You Know What Operations Manual, Policies, and
1:00 You Are Looking For? Staffing

2:00 Break for Lunch
3:00
4:00 Know YOUR P&Ls! Goal Setting - Taking Your Business
It’s Your Business to KNOW! Plan Into the Future

Inn Valuation How To Do Breakfast - More Than Just
Muffins

The Acquisition and Due Diligence The Tech You Never Knew You Will
Process Need

Creating a Winning Business Plan What’s New in the Era of COVID?

Prequalification & Financing Options Get on the Map - OTA’s and More

Sunday, February 21, 2021

Aspiring Lodging Professional New Lodging Professional
Sessions Sessions

(without a property yet) (0-18 months of ownership)

9:30 Introductions to ALP’s Key Supporting Allied Partners

Eastern Standard Time 10:00 Hospitality Insurance 101 A Solid Foundation for Branding Your
11:00 Property and Business
12:00
1:00 LLC, Sub S or C Corp Designations Breaking Murphy’s Law
3:00 This Was Not in the Pamphlet!
4:00 Google Marketing, Website, and Baby
Steps

Virtual Aspiring Marketplace

It’s Really a Business What I Wish I Knew Then! A
Conversation with Innkeepers

Live Q&A from all of our Speakers Live Q&A from all of our Speakers

Aspiring Lodging Professionals
Conference & Marketplace

Saturday, February 20, 2021

9:45 ET

Welcome to the 2021 ALP Conference & Marketplace

Presented by
Kris Ullmer

Chief Executive Officer
Association of Lodging

Professionals

[email protected]

Navigating the 2021 ALP Conference & Marketplace

Presented by
Erik Spence
Conference & Event Planner
Association of Lodging
Professionals
[email protected]

This brief tutorial will guide and assist you in getting the most out of the ALP’s Virtual World.

Saturday, February 20, 2021

10:00 ET

Hospitality 101 and The Commonalities of the
Professional Lodging Industry

Presented by
Laura Moskwa

Innkeeper
The Bradley Inn
New Harbor, Maine

Board Vice Chair
[email protected]

What exactly is the Hospitality Industry and what is a Lodging Professional?
That’s the beauty of this industry, unlike other, there are so many variations,
but each has one common set of goals. Book guests, provide over-the-top
experiences, and get them to book again! Join Laura as she brings it together
these traits and helps to define your new career.

10:30 ET

It's the Search! Do You Know What You Are Looking For?

Presented by
Marilyn Bushnell
Unique Lodging Broker
and Consultant
MarilynBushnell.com
[email protected]

There are so many factors to consider as you begin your search for the right
lodging property. What does it look like? Where should it be? Where do I
want to be? It’s all so personal and emotional, but there are a few rules to
make your search clear, and successful. Discover the important factors to
consider when you begin your search for the right Inn so that you know what
you are looking for and how to determine between those on the top of your list.
CLICK HERE TO VIEW THE SLIDE DECK

Saturday, February 20, 2021

10:30 ET

Operation Manual, Policies & Staffing

Presented by
Rebecca Whisnant
Interim Innkeeper
Hospitality and Tea
[email protected]

Congratulations! You are new owners of a bed and breakfast. You have begun
living your dream! Let’s talk about: utilizing Operations Manuals, creating
policies and building a team.
CLICK HERE TO VIEW THE SLIDES and SUPPLIMENTAL MATERIALS

Saturday, February 20, 2021

12:00 ET

Know YOUR P&Ls! It’s Your Business to KNOW!

Presented by
Rob Sales

Inn Consultant and Realtor
B&B Consulting

[email protected]

As a business owner, managing your P&L is crucial, but you can’t manage what
you don’t comprehend. Even if you have experience with P&L’s in your former
career, understanding the nuances and language of a P&L from the Lodging
Industry will carry your business forward and profit more every year.
CLICK HERE TO VIEW THE SLIDES

Goal Setting - Taking Your Business Plan Into the Future

Presented by
Carol Edmondson
Principle Consultant

Inn Advisors
[email protected]

You have identified your property and are on your way. The business plan that
got you here is on a shelf and easily pales in comparison to the task at
hand. You are renovating, fine tuning your marketing message, working on the
elements of your guest experience. Your first guests are a reality or soon to
be. You are considering all the options for staffing, check in and guest
amenities. In your spare time you are meeting your local partners especially
those who also serve your guests. How do you keep your business plan a
relevant tool for keeping your business on track? Using this invaluable tool is
often the difference between bottom line success and failure, and a rational
approach to keeping your plan alive and making it work for you.
CLICK HERE TO VIEW THE SLIDES

Saturday, February 20, 2021

1:00 ET

Inn Valuation

Presented by
Patricia Detwiler
Broker / B&B Specialist
Hospitality Properties

for Sale

Board Treasurer
[email protected]

How can you discover what the Inn is really worth? Is the profit overstated or
understated? Is the business incurring expenses that could be trimmed? Is it a
well-run Inn that will gain power in the marketplace? Or is it an under
performing Inn that can be improved with better management? Attendees will
learn what to look for when evaluating an Inn.
CLICK HERE TO VIEW THE SLIDES

How to Do Breakfast, More than Muffins

Presented by
Heather Turner
Former Chef/Restaurateur
and SCORE Mentor
specializing in the
Hospitality Industry works
[email protected]

Serving breakfast at your property is a memorable experience for your guests.
Behind the scenes there is much to plan in advance, much to track as an
expense, much to think about in terms of service styles, and more. Leave this
session scratching your head with all the breakfast nuances you never knew
existed.
CLICK HERE TO VIEW SLIDES

Saturday, February 20, 2021

2:00 ET

The Acquisition and Due Diligence Process

Presented by
Eliot Dalton
Inn Consultant and Broker
Eliot Dalton, Inc.
[email protected]

You’ve worked with the brokers and found a match. You’ve worked with a
consultant developing a strong business plan. You’ve worked with financial
strategists to bring together lending options. And now you’re ready to move
forward. What’s next? Patience and doing it right, step-by-step. Acquiring
your new business can have challenges, but Eliot will help guide you through
the process.
CLICK HERE TO VIEW THE SLIDES

The Tech You Never Knew You Will Need

Presented by
Lisa Kolb

Co-Founder
Acorn Internet Services, Inc.

[email protected]

This session is for new owners who may not completely have their arms around
their digital marketing reach. We will go into detail on the impact of an inn's
intellectual property, review systems, pay-per-click, OTAs, Social Media, and
Reservation, PMS, Channel Management and Revenue Management
processes. We will answer the following questions: What type of marketing
should I be investing in? What is not worth spending money on? How do I know
if I am getting an appropriate return on my marketing dollars invested? This
session is all about "Knowing what you don't know!"
CLICK HERE TO VIEW THE SLIDES

Saturday, February 20, 2021

3:00 ET

Creating a Winning Business Plan

Presented by
Carol Edmondson
Principle Consultant

Inn Advisors
[email protected]

Creating a Winning Business Plan is a master class for Aspiring Innkeepers on
how to identify your audience, find your stakeholders and create a business
plan that helps your lender/investors to say yes. We’ll guide you through a
step-by-step proven process for creating a simple but compelling plan that
gets you to the closing table with the financial backing you need to be
successful. This session, was created and is constantly updated as the
hospitality business world changes, by consultants who had their own success
as Innkeepers and have scores of Aspiring Innkeepers find, plan for and close
on their dream property.
CLICK TO VIEW THE SLIDES

Saturday, February 20, 2021

3:00 ET

What’s New in the Era of
COVID?

Co-Presented by

Darlene Blankenship Carrie Paugh
Director of Director of Quality
Membership
Assurance
Select Registry Select Registry
[email protected] [email protected]

Sweeping changes have taken place in our industry in regards to how we
operate, some mandated and some at the hands of what is in the best
interests for our staff and guests. And these changes are not going away any
time soon, if ever. We’ll explore what guests are looking for and how you can
prepare your new property to meet these changes and be competitive in a
COVID era.

CLICK HERE TO VIEW THE SLIDES AND ADDITIONAL CONTENT

Saturday, February 20, 2021

4:00 ET

Prequalification & Financing Options

Presented by
Rick Newman

Founder
Commercial Capital Network, LLC

[email protected]

Lenders will inquire about your personal, professional, and financial qualifica-
tions before they look to finance your dreams. Understanding these items will
assist you as you complete the Aspiring Innkeeper Sessions and begin your
journey to becoming a Professional Innkeeper.

Get on the Map, OTA’s and More

Presented by
Marc Kassouf
Owner & Innkeeper
Quiet Creek Inn & Strawberry

Creek Inn
Idyllwild, California

Board Chair
[email protected]

Whether you have zero understanding of technology or you’re a savvy profes-
sional transitioning from a tech-centric career into hospitality, you will be ex-
posed to the various systems and software utilized by a typical lodging busi-
ness. Some are critical, some are optional, but selecting the right combination
for your specific needs and vision is paramount.
CLICK HERE TO VIEW THE SLIDES

Sunday, February 21, 2021

9:30 ET

Meet the ALP Annual Supporters

10:00 ET

Hospitality Insurance 101

Presented by
Mitchell J. Pies
Owner and Operator
Mitchell J. Pies Insurance Agency
[email protected]

For most Lodging Professionals, home and work are synonymous. But, the
insurances for work and home are not! Mitch will use real-life claim examples
to illustrate coverages.
CLICK HERE TO VIEW THE SLIDES

Sunday, February 21, 2021

10:00 ET

A Solid Foundation for Branding Your Property & Business

Presented by
Tyann Marcink

Owner
Branson Family
Retreats & Missouri Haus
Vacation Rentals
Branson, Missouri

Board Member
[email protected]

Learn simple steps to take as you create your brand. A brand is more than logo
and colors -- we will cover your target guest, who you are as a host, how you
want your guests to feel, and why these are all integral parts of your success.

CLICK HERE TO VIEW THE SLIDES

11:00 ET

Addressing Legal Concerns for Owners of Bed &
Breakfasts and Small Inns

Presented by
Kirk Grantham

Attorney
Grantham Law Firm

and
Owner & Innkeeper
Casa Grandview Historic Inn
West Palm Beach, Florida
[email protected]

The legal processes of owning a business should not be taken lightly. Identify-
ing yourself properly can have impacts on how finances, ownership, and liabil-
ity are woven together from your personal finances, assets, and responsibilities.
As an Innkeeper and Lawyer, Kirk will help you sort this out.
CLICK HERE TO VIEW THE SLIDES

Sunday, February 21, 2021

11:00 ET

Breaking Murphy’s Law

Presented by
Patricia Detwiler
Marilyn Bushnell

and
Eliot Dalton

You may think you have a plan for everything...think again! And you probably
never will, but through this fun, and sometimes funny, yet serious discussion
among former innkeepers turned consultant, you’ll gain successful problem
solving skills and learn from the history of their experiences.

12:00 ET

Google Marketing, Website, Baby Steps

Presented by
Lisa Kolb

Co-Founder
Acorn Internet Services, Inc.

[email protected]

This session is designed to present a basic overview for Aspiring Innkeepers
who wish to understand more about their future online presence, the role of
Google, the OTA's and the difference between direct and non-direct bookings.
By the end of this session, you will have a basic grasp on the various marketing
tasks that will need to be addressed on a continuous basis once you close on
your property.
CLICK HERE TO VIEW SLIDES

Sunday, February 21, 2021

12:00 ET

This Was Not in the Pamphlet

Co-Presented by Co-Presented by
Heide Bredfeldt Eben Viens
Vice President Owner

Inn Partners The B&B Team
[email protected] [email protected]

Starting your own business as a lodging property is a great fit for some, but
there is quite a bit more required of your physical and mental stamina. With
years of experience as consultants and brokerage, Heide and Eben break down
the greats, the goods, the bads and the unglies some lodging professionals
weren’t aware of before they began...so you are aware.

Sunday, February 21, 2021

3:00 ET

It’s Really a Business

Presented by
Tim Piper
Partner

The Hearthside Group
[email protected]

Learn about the business side of innkeeping and why it is important to treat it
as such. Whether you will be an innkeeper full-time or part-time, you must
conduct yourself as a business owner to maximize your investment in time,
money and personal satisfaction.
CLICK HERE TO VIEW THE SLIDES

Sunday, February 21, 2021

3:00 ET

What I Wish I Knew Then! A Conversation with Innkeepers

Presented by
Linda Hayes
Innkeeper Emeritus
Owner & Hospitality Consultant
ijk Partners

Board Member
[email protected]

With Special Guests Amy Draper
Owner
Laura Moskwa
Innkeeper The Armory Park Inn
Tucson, Arizona
The Bradley Inn
New Harbor, Maine [email protected]

Board Vice Chair
[email protected]

There is so much to know as you become a small lodging property owner and
certainly in the first year of ownership. Listen to an owner of a 17 room Maine

inn with a restaurant, spa, and gift shop, another owner/investor with a
Southwestern urban 7 room inn, moderated by a former owner who designed

and built her inn in SW Virginia. After this session, attendees will :

1. Understand what you are buying financially
2. Thorough property inspections are critical
3. Truly understand the lifestyle you are embracing
4. The challenges of finding and keeping staff

Sunday, February 21, 2021

4:00 ET

Q&A for Aspiring Lodging Professionals

Moderated by
Patricia Detwiler
Broker / B&B Specialist
Hospitality Properties

for Sale

Board Treasurer
[email protected]

By now, after 2 full days of education, you’ve got a solid ground to walk on in
your journey to owning your own lodging business. There may have been in-
stances you ran of time to ask questions, but now we’ll be back to answer them.
Join your presenters LIVE for one last set of Q&A before you wrap up. And
thank you for attending ALP’s first Virtual Aspiring Conference. We’ll see you
next year in BALTIMORE!

Q&A for New Lodging Professionals

Moderated by
Marilyn Bushnell
Unique Lodging Broker
and Consultant
Bushnell Services
[email protected]

We are thankful you’ve joined us for the first of many conference for “New”
Lodging Professionals. You now have your work cut out for you as you begin
implementing all of the strategies and techniques you’ve learned over the past
2 days. If you’ve never attended one of our face-to-face conference, just wait
until you get to see the event LIVE in BALTIMORE’s Inner Harbor!

EDUCATIONAL SCHOLARSHIPS

The Association of Lodging Professionals Fund, a 501(c)(3) has been
established to support lodging professionals and aspiring lodging professionals
through three industry scholarships. Each scholarship fund is in honor of
individuals that have given so much to our industry.

The Association of Lodging Professionals (ALP) is the national association of
small independent lodging. Our members are independent lodging properties,
bed & breakfasts/inns, unique lodging properties, hospitality professionals,
aspiring hospitality professionals and allied partners that support our industry
with critical education, products, and services. We are a member-driven, a non-
profit organization that focuses on professional development and advocacy for
our industry.

The Association of Lodging Professionals Fund furthers our mission of
professional development and education for aspiring and new lodging
professionals. The ALP FUND will be sustained as it enables contributors to
make charitable donations that would be tax-deductible where
applicable. Contributions may be designated to any and all of the following
established scholarships. The full amount of your donation is tax-deductible as
allowed by law since you have not received any goods or services in return for
your gift.

D. Scott Bushnell Memorial Fund

The Scott Bushnell Scholarship Fund was established in 2018 to
honor Scott’s dedication to the innkeeping industry by
providing the registration fee for the annual Association of
Lodging Professionals Conference to a deserving new inn
owner.

Scott, with his wife Marilyn, was part of the industry for 20 years as owners of
the Lafayette Inn, located in Easton, PA and then as principals of Bushnell and
Bushnell Services, an affiliate of the B&B Team, providing expert advice,
education, and services to aspiring and existing innkeepers.

Scott was passionate about helping innkeepers to realize their dreams and
reach their full potential. As a West Point graduate, his dedication to
supporting our military veterans was evident in all that he did. New innkeepers
who are under contract to purchase an inn, or have owned their inn for 18
months or less are eligible to apply for the scholarship. As recognition of
Scott’s commitment to the military, preference for the scholarship will be given
to veterans. Applicants are vetted by the selection committee.

Mary White Educational Scholarship Fund

Mary White’s dedication to Innkeeper education began many
years ago with her bnbfinder client newsletters and was
recognized globally as the author of the Innkeeping for
Dummies book. Mary was not only the founder of bnbfinder
but an incredible woman, friend, and leader in our
industry. With The Mary White Educational Scholarship Fund, we are honoring
Mary’s desire to continue to promote and sustain that mission by providing
aspiring innkeepers access to the educational tools they need to be successful
in our industry.

The Fund will provide scholarships for qualified aspiring innkeepers to join the
Association of Lodging Professionals at no charge for their introductory year,
providing full access to the member newsletters, webinars, and conference at
member pricing. Applicants must complete a qualification questionnaire to be
reviewed by the selection committee.

Mary White Educational Scholarship Fund APPLICATION

Michael D. Hanscom Memorial Fund

The Michael Hanscom Scholarship Fund was established in 2017
by Michael’s family, creating the scholarship to honor his
memory by providing the registration fee for the annual
Innkeeper Conference to a deserving new inn owner.

Michael was a talented craftsman who had a real love of
preservation and the restoration of historic buildings. Michael, with his wife
Danielle, developed a historic manor house into the award-winning Brampton
Inn, Chestertown, MD, which they owned for over 30 years. Their vision was a
place of unconditional hospitality, comfortable accommodations, peace and
tranquility, and good food. He never stopped thinking about the well-being of
Brampton guests, and his dedication is visible throughout the inn still today.

The Fund will continue his legacy by providing the registration to the annual
Association of Lodging Professionals Conference. New innkeepers who have
owned their inn for 18 months or less are eligible to apply for the scholarship.
As recognition of Michael’s commitment to preservation of historic buildings,
preference for the scholarship will be given to those who have purchased a
property that is historic, significant, or simply older. Applicants are vetted by
the selection committee.

All checks may be made payable to the Association of Lodging Professionals Fund (ALP Fund) and mailed to:
ALP FUND, 108 S Cleveland Street, Merrill WI 54452-2435
Please note the designated fund(s) for your donation by using the Scholarship Donation Form.
For questions or more information, please contact Kris Ullmer, CEO ALP [email protected] or 715-921-2327







Lodging Professionals Conference & Marketplace

Over 30 sessions in 2 days! This was the most comprehensive and
concentrated 2 days of Innkeeping & Lodging Industry education ever
experienced from the safety of home. All of the sessions were recorded and
you will also have access to presentation slides after the conference.

Monday, February 22, 2021

9:45 Welcome to the ALP Virtual Conference & Marketplace
9:55 Navigating the ALP Virtual Conference & Marketplace

Eastern Standard Time 10:00 Are You Ready to Sell Your Inn? Know the Cues
Demographic Marketing Analysis - Understand Your Audience

11:00 Art of the Upsell : Part 1 - Retail Shops, Upgrades, and Everything Else A la
Carte

Marketing Trends of the Near Future & Beyond

12:00 Art of Upsell : Part 2 - Developing and Pricing Packages, and Specials
Must Have Free Tools to Run Your Bed & Breakfast

1:00 Virtual Marketplace - Bring Your Shopping Lists!

3:00 Working “ON” Your Business, Not Just “IN” Your Business
The Art of the Smoke

4:00 Preparing Your Inn for Marketing and Sale, Its all in the Details
Your 2021 Marketing Health Checkup

Lodging Professionals Conference & Marketplace

Tuesday, February 23, 2021

9:00 Intensive Sales Sessions from Key Annual Supporters
9:45 2021 ALP Awards and Scholarship Announcements

Surviving and Thriving in 2021

10:00 Capture Hidden Revenue and Improve TripAdvisor Scores
with the Right Call Center Partner

Remote Technology

Eastern Standard Time 11:00 Get in Front of the Audience with Your Small Wedding Marketing and Options
for Offsite Inclusion

Delivering the Expectation - A Lesson in Imagery and Experience

The Finishing Touch - Edible Flowers & Herbs in Your Cuisine

12:00 Gaze into Google’s Crystal Ball and See Your Future

The Missing Data Commonly Overlooked - Tracking, Trends, Metrics, and
Other Analytics Anyone Can Master

1:00 Virtual Marketplace - Bring Your Shopping Lists!

3:00 Staycations and marketing to the Drive Audience

Do I Discount or Not? When? Know Your Fixed and
Variable Costs to Help You Price

Marketing Beyond Pay Per Click (Print, TV, Radio, and Exploring In-App
Videos)

Work Smarter, Not Harder - Stories From Innkeepers
Who Make the Most of their PMS

4:00 While You're Here...Putting on the Concierge Hat - Knowing your Partners

Come Out Ahead Through Uncertainty and
Keep Advertising Profitably in 2021

Lodging Professionals Conference & Marketplace

Monday, February 22, 2021

9:45 ET

Welcome to the 2021 ALP Conference & Marketplace

Presented by
Kris Ullmer

Chief Executive Officer
Association of Lodging

Professionals

Navigating the 2021 ALP Conference & Marketplace

Presented by
Erik Spence
Conference & Event Planner
Association of Lodging
Professionals

This brief tutorial will guide and assist you in getting the most out of the ALP’s Virtual World.

Monday, February 22, 2021

10:00 ET

Are You Ready to Sell Your Inn? Know the Cues

Moderated by
Eliot Dalton

Inn Consultant and Broker
Eliot Dalton, Inc.

[email protected]

With Special Guests

Tim Piper Rob Sales Eben Viens
Partner Inn Consultant and Realtor Owner

The Hearthside Group B&B Consulting The B&B Team
[email protected] [email protected] [email protected]

There are certain times in the life cycle of any business, when ownership is
ready to change hands. The Lodging Industry is no different. Sometimes it’s
time to retire from a successful run, other times you may feel like starting a new
business. Either way, there are indications to watch for to know if your
investment is ready to pay back in dividends when you sell. Join four
experienced brokers and consultants as they share these indicators and how to
capitalize when you do make the decision to sell.

CLICK HERE TO VIEW THE SLIDES

Monday, February 22, 2021

10:00 ET

Demographic Marketing Analysis -
Understand Your Audience

Presented by
Tyann Marcink

Owner
Branson Family
Retreats & Missouri Haus
Vacation Rentals
Branson, Missouri

Board Member

[email protected]

Attempting to appeal to everyone usually results in mediocrity at best. Learn how
to understand your target guest and focus on your audience to achieve your
success goals.
CLICK HERE TO VIEW THE SLIDES

Monday, February 22, 2021

11:00 ET

Art of the Upsell : Part 1
Retail Shops, Upgrades, and Everything Else À la Carte

Presented by
Terry Hammer
Innkeeper/Owner
Hermann Hill
[email protected]

Everyone is looking for non-meeting and event revenue streams to improve
their bottom line while enhancing their brand's 2021 appeal. This session will
look beyond the low hanging fruit like luxury sheets, mugs, and spa services to
some guest-pleasing ideas that are working well in our "new normal"
world. This session will discuss three different revenue streams and how to
provide many opportunities for guests to purchase one or more of the
following:

1. Gift Shop Sales, packages, and gift certificates
2. Third party sales where the Inn is just the intermediary like high-end linens,

Christmas ornaments, and various mattress vendors. We hope to create a
list of recommended ALP third party vendors that will be part of this
archived presentation.
3. À la carte built into your room pricing by making "all inclusive''
optional. 20% of our guests book our "Stay Your Way” reservation option
that includes al a carte pricing for a full gourmet breakfast, hot tub use,
welcome tray, and third day picnic lunch. Many guests like the option of not
paying for something they don't / won't use. Most SYW guests still add at
least one al a carte item with many more using their "savings" to purchase an
additional night or spa services.

CLICK HERE TO VIEW THE SLIDES

Monday, February 22, 2021

11:00 ET

Marketing Trends of the Near Future & Beyond

Presented by
Nathan Mayfield
Vice President

ResNexus
[email protected]

See how the hospitality industry has evolved and the role OTA's like Expedia
and Booking.com play in the guest decision making process. Learn how to
leverage your website to convert more guests into direct bookings, as well as
the new and relevant marketing trends that will elevate your business in 2021.
Attendees will get actionable takeaways in key areas of marketing, some key
ones will include:
1. Analyzing the quality of their own website content, including styling tips

with text, use of images and video, and adding compelling calls to actions.
2. How to assess the value Links. There are a myriad of directories, bloggers

and other advertisers asking properties to buy a listing/link from them. We'll
share tips and free tools that will help them assess value and opportunity to
cost to maximize their marketing budget ROI.
3. How to embrace contactless service as an amenity, both in how properties
market it, but also which tools are working best for our clients.

CLICK HERE TO VIEW THE SLIDES

Monday, February 22, 2021

12:00 ET

Art of the Upsell : Part 2
How to Develop Profitable Packages

Presented by
Terry Hammer
Innkeeper/Owner
Hermann Hill
[email protected]

Packages have never been more popular as guests look to make reservations
where there is clearly promised added value to their reservation beyond the
basics. The key is to provide packages that enhance your brand with a value
story and not just menu pricing. This session will explain why not everything
can be al a carte if innkeepers are going to be successful in exceeding guest
demands and how packages can be win/win for the Innkeeper and guest.
CLICK HERE TO VIEW THE SLIDES

Must Have Free Tools to Run Your Bed & Breakfast

Presented by
Liz Hamilton
Owner & Founder
Maia Internet Consulting
[email protected]

Running a small business can at times be very overwhelming. Thanks to many
free tools that are available both online and in apps you can make your life
easier and more organized. Join us as we review just 5 of our favorite free tools
we cannot live without and are sure will help make your day-to-day business
run more smoothly.
CLICK HERE TO VIEW THE SLIDES

Monday, February 22, 2021

3:00 ET

Working “ON” Your Business, Not Just “IN” Your Business

E Scot Fuller-Beatty Laura McDowell

Owner & Innkeeper Director of Marketing
The Chadwick B&B ThinkReservations

Portland, Maine [email protected]
and

Director of Sales & Education
ThinkReservations

[email protected]

Have you fallen prey to the day-to-
day minutiae of running an
independent lodging property? Do
you remember the excitement of
starting your own business and
want to get back to the feeling that
anything was possible? Join Scot &
Laura as they dish out some tough-
love on what it means to be the
entrepreneur, pro-tips on what you
can do now to work on your
business and not in your business,
and how to stop being your own
best employee.

CLICK HERE TO VIEW THE SLIDES

Monday, February 22, 2021

3:00 ET

The Art of the Smoke

Presented by
Heather Turner
Former Chef/Restaurateur and
SCORE Mentor specializing in
the Hospitality Industry works
[email protected]

Smoked Foods are incredibly easy to do in all seasons and add a wonderful
touch to breakfasts to wow your guests. Smoking foods in house can also save
money as while generally viewed as luxury food items, the price when bought
retail usually reflects it, so by doing it in house you can save money AND add
some variety to your breakfasts. Smoking is not just for meat and fish. Fruits,
vegetables and herbs can also be smoked. Smoking doesn't just use wood
chips, you can add tea and a variety of other edible items to smoking that can
bring wonderful subtle flavors to foods.
CLICK HERE TO VIEW THE SLIDES

Monday, February 22, 2021

4:00 ET

Preparing Your Inn for Marketing and Sale,
It’s All in the Details

Presented by
Marilyn Bushnell
Unique Lodging Broker
and Consultant
Bushnell Services
[email protected]

With Special Guests

Linda Hayes Eliot Dalton
Innkeeper Emeritus Inn Consultant and Broker
Owner & Hospitality Consultant
Eliot Dalton, Inc.
ijk Partners [email protected]

Board Member

[email protected]

Are you considering selling and retiring? These three former Innkeepers and
experienced Consultants in the Industry will provide clear guidance and
information, based on actual transactions to achieve your goals. Takeaways
from this session include:

1. Keys steps to prepare your Inn for Sale
2. How to attract qualified buyers
3. What it takes to assure a smooth transition
4. Understand the due diligence process

CLICK HERE TO VIEW THE SLIDES

Monday, February 22, 2021

4:00 ET

Your 2021 Marketing Health Checkup

Presented by
Kelly Garbarino
Senior Marketing Consultant
White Stone Marketing
[email protected]

We know early diagnosis is extremely valuable when tackling health problems,
and the same applies to marketing problems. Preventative and proactive
measures mean a long and healthy life – for you and your business! Join White
Stone Marketing Consultant Kelly Garbarino for a 9-step checklist to make sure
your marketing strategy and business is on track to thrive in 2021!
Attendees will get actionable takeaways in key areas of marketing, some key
opportunities include:
1. Analyzing the quality of your own website content, including styling tips with
text, use of images and video, and adding compelling calls to actions.
2. How to assess the value links. There are a myriad of directories, bloggers,
and other advertisers asking properties to buy a listing or a link from them.
We'll share tips and free tools that will help you assess the value and
opportunity to cost and maximize your marketing budget return on investment
(ROI).
3. How to embrace contactless service as an amenity, both in how properties
market it, but also which tools are working in our industry.
CLICK HERE TO VIEW THE SLIDES

Tuesday, February 23, 2021

9:00 ET

Product Demonstration Sessions from our Sponsors

This Vendor Intensive Sales Session takes you through
some key points about the platform from ALP's Premier
Annual Supporting Allied Partner, ResNexus.

Come see why so many property owners are choosing to
use ThinkReservations as their Property Management
System.
CLICK HERE TO VIEW THE SLIDES

Come Learn How Innkeepers are Growing Their
Businesses with Acorn Internet Services!
This year we have decided to have you “hear” from our
clients during our Intensive Sales Session and then to
“ask” us the hard questions -- about your website, your
GMB listing, your TripAdvisor listing, whatever questions you may have, please
let us answer them for you! We know that 2020 has not have been a year
anyone would have hoped for, but our clients have much hope for the future. If
your digital marketing program is not delivering a quality ROI, we can help!

The Complete Bed and Breakfast Software Suite for
Independent Hosts
Manage your property with the most efficient and easy-to-
learn B&B management software available. #1 suite
complete with a PMS, channel manager, booking system
and more.

Tuesday, February 23, 2021

9:45 ET

ALP Scholarship Award Winner Announcements

Presented by
Dallas Renner

Chairman
ALP Scholarship Committee

In February of 2020, The Association of Lodging Professionals (ALP)
announced their intent to establish a non-profit organization to allow
contributors to make charitable donations that would be tax-deductible where
applicable. We are pleased to announce the Association of Lodging
Professional Fund, a 501(c)(3), is now established. Contributions may be
designated to any and all of the following established scholarships. The full
amount of your donation is tax-deductible as allowed by law since you have not
received any goods or services in return for your gift.

10:00 ET

Surviving and Thriving in 2021

Presented by
Doug Bagnasco
Innkeeper & Owner
Devonfield Inn
Lee, Massachusetts
[email protected]

To varying degrees, this question is on the mind of so many Lodging
Professionals. Looking forward, what is your outlook and how can you be
proactive now to overcome challenges later, while at the same time being able
to afford innovations to keep you competitive in a highly competitive industry?
CLICK HERE TO VIEW THE SLIDES

Tuesday, February 23, 2021

10:00 ET

Capture Hidden Revenue and Improve TripAdvisor Scores
with the Right Call Center Partner

Presented by
John Smallwood
CEO / Business Development

ExpressRez
[email protected]

Missing a call can be very expensive - the cost might be measured in lost
revenue – at least $200, in most cases. Or it might be measured in TripAdvisor
comments - what would you pay for one that emphasizes your excellent
service?

Having a call center partner is critical to your success in reaching your revenue
goals, and important in ensuring that there is quick, efficient communication
between you and your guests. A professional call center will answer all your
calls promptly and provide exceptional customer service, often resulting in
improved scores in TripAdvisor.

For all the other revenue channels to function correctly, the abandoned call
percentage for calls to your inn must be less than 5%, and first call resolution
must be high, as well. If this is achieved, and if the calls are answered with a
planned and systematic call script, revenue will increase exponentially because
it will be coming from all revenue channels.

Voice does complete the revenue picture, and it makes perfect financial sense
to create a voice plan that ensures that all calls are answered quickly and
efficiently.

• The goal is for Innkeepers to earn revenue from every call received, resulting
in healthier earnings and profits.

• It is more important to answer the calls than it is for you to be the person
answering.

• Missing a call can be very expensive, either measured in terms of lost
revenue or in poor TripAdvisor comments.

CLICK HERE TO VIEW THE SLIDES

Tuesday, February 23, 2021

10:00 ET

Remote Technology

Presented by
Cindy Bachmann

CEO
Innkeeper’s Advantage
cbachmann@innkeepersadvantage

.com

Are you ready for the post-pandemic reality? The remote technology trend has
been on the rise in the lodging industry for many years, but demand has
accelerated exponentially with COVID 19, and it doesn’t appear that will go
away. Cindy Bachmann will discuss remote technical solutions that can help
you update your property to offer the guest experience of the future.

Discover how these technologies can increase guest satisfaction and your
bottom line:
• Smart Devices
• Mobile Visitors Guides & Virtual Tours
• Self Check-in including Automated Text Messaging, e-Signing, Remote Door

Codes
• How to managing multiple systems.
• Also get the results of her 2020 Automated Texting Case Study.

CLICK HERE TO VIEW THE SLIDES

Tuesday, February 23, 2021

11:00 ET

Get in Front of the Audience with your Small Wedding
Marketing

Presented by
Dave Westfall
Founder and CEO
Where To Elope LLC
[email protected]

With Special Guest
Sheila Oranch

Innkeeper/JP/Wedding Planner
Coppertoppe Inn & Retreat
Center
[email protected]

In this 45-minute session Dave will identify what is causing the shift from big
weddings and events to smaller weddings that was accelerated in 2020 by the
Coronavirus. With the COVID vaccine rollout it is hopeful that sometime in 2021
larger weddings and events will start going back toward more normal
attendance levels. But with all the previous restrictions much of the 2021
industry booking “damage” from the cancellations and rescheduling has
already been done. So, he will Identify the criteria and timeline that newly
engaged couples are using to book their wedding venues now and during the
rest of the pandemic and beyond. Plus, Dave will dig deep to share what
Innkeepers they have done to endure the wedding downsizing and how those
Property Owners managed the COVID required shift to smaller weddings and
elopements. Finally, he’ll focus on the how-to process that Innkeepers need to
take now with your 2021 online and offline marketing to get in front of the
demand for small weddings and virtual events.
CLICK HERE TO VIEW THE SLIDES

Tuesday, February 23, 2021

11:00 ET

Delivering the Expectation :
A Lesson in Imagery and Experience

Moderated by
Nathan DePetris
Guest Services Manger &

Innkeeper
Quiet Creek Inn & Strawberry

Creek Inn
Idyllwild, California
[email protected]

With Special Guests

Marcus Berg Kory Klopp Elizabeth Campbell Joanne Pearson
Owner/Photographer Creative Designer
Owner/Photographer Owner/Photographer
Unique Angles Unique Angles
Photography Photography Elizabeth Campbell Fair Haven
Photography Photographs
[email protected] [email protected]
[email protected] [email protected]

Having a strong, visible, and fast website is one thing, but if you don’t have
great imagery to grab the immediate attention of the shopping traveler, your
bookings will suffer. Not just anyone with a fancy camera can bring your
property to life through pictures. It takes experience to know which shots tell
your story and sell your brand. It also takes some prep work and follow
through on your part. Find out from the ‘pros’ how to make this work for you.

Tuesday, February 23, 2021

11:00 ET

The Finishing Touch-Edible Flowers & Herbs in Your Cuisine

Presented by
Kristin Fintel

Innkeeper
Chehalem Ridge B&B

Newberg, Oregon
[email protected]

Explore this often untapped natural way to add flavor dishes and un-matched
beauty to your plate presentations, taking your culinary skills to the next level.
CLICK HERE TO VIEW THE SLIDES

12:00 ET

Gaze into the Google Crystal Ball and See Your Future

Presented by
Lisa Kolb

Co-Founder
Acorn Internet Services, Inc.

[email protected]

Do you know how many bookings you are receiving from Google? Are they
FREE, coming from your Organic Website Listings?
Or your GMB Listing in the Knowledge Panel, Google Travel, or 4-Pack? Or
maybe they are PAID bookings coming from Google Hotel Ads or Google Ads?
-- And NO! they are not the same thing! -- Or possibly even from TripAdvisor as
a Google referral. Come gaze into your Inn's Crystal Ball and see how
Google changes have affected your bottom line and what you can do about it
into the future.
CLICK HERE TO VIEW THE SLIDES

Tuesday, February 23, 2021

12:00 ET

The Missing Data Commonly Overlooked

Presented by
Matt Bare

CEO and Founder
Q4Launch

[email protected]

The most overlooked aspect of marketing strategy is data analytics. We
understand data analytics can seem overwhelming and hard to grasp if you do
not frequently monitor it, but monitoring your data is a critical part of
successful digital marketing. This session will dive into using Google Analytics
and your booking engine data to make data-driven marketing decisions that
will increase your direct bookings in 2021. You can expect to learn:

• What steps you can take to understand your data better
• The data you need to be frequently monitoring and how to find it
• What your data says about your marketing strategy and how to use it to
improve in 2021

Don't miss this all-important opportunity to uncover how to use your data to
set up a killer marketing strategy in 2021!”

3:00 ET

Staycations and Marketing to the Drive Audience

Presented by
Patricia McCauley

President
InsideOut Solutions
[email protected]

‘Staycations’ may be a commonly understood term, but it is really the
‘NEARCATION’ that is booming in 2021. Learn ways to capture this growing
market as travelers look to slowly start to get out of their homes.
CLICK HERE TO VIEW THE SLIDES