Northern California Hotel & Lodging Conference Agenda

8:00 a.m.

Registration Opens

8:30 - 9:30 a.m. Concurrent Education Sessions

Understanding Cal/OSHA's New Hotel Housekeeping Regulation 3345 Musculoskeletal Injury Prevention Program (MIPP)
Presented by Dr. Sheila O’Halloran, Founder, & Mark Worthen, CEO Accurate Ergonomics

Cal/OSHA's new Hotel Housekeeping regulation goes far beyond the current ergonomic requirements found in existing Injury and Illness Prevention Programs (IIPPs). This new regulation was approved by the Office of Administrative Law and becomes effective July 1, 2018.

This will be an informative presentation that will demonstrate how to effectively implement a MIPP. The hospitality industry will now be required to dedicate time, staff involvement and resources to comply with 3345. New regulations don't have to be negative. The new MIPP, done the right way will benefit everyone. Attendees will leave with a plan of action.

Measuring ROI of Social Media
Presented by Elle Andress, Director of Social Media, Tambourine

Are you asking yourself how to measure the ROI of your social media accounts, but don't know where to start? Learn what contend you should be producing, how to deliver it to your target audience, and how to measure your efforts.

9:45 - 10:45 a.m. Concurrent Education Sessions

Cannabis Tourism: Understanding and Preparing for the Opportunity
Presented by Brian Applegate, Founder, California Cannabis Tourism Association

On January 1, 2018, cannabis became legalized in the state of California. Tourism is a defining industry of California that will undoubtedly be impacted by the new legalized cannabis landscape. In this session, we offer a comprehensive overview of cannabis tourism, what to expect, and how to prepare. We will touch on the different methods of consumption and what is and isn't legal in the eyes of the state regarding medical vs adult use. We will share how hotel and lodging establishments can prepare for and thoughtfully integrate cannabis into their model. We will discuss event licenses and empower you with information to be out in front of the curve of this multibillion-dollar industry.

Revenue Management Principles for Hotel Owners and GMs
Presented by John Spear, General Manager, Hotel Drisco, San Francisco

Revenue (yield) management was once the sole province of secretive number-crunchers squirreled away in windowless data centers at the corporate offices of airlines around the world. Airlines had a highly disposable, largely undifferentiated product that they were attempting to sell to different customers at very different rates, at different times and with different terms and conditions. The principles of revenue management were the answer, and a discipline was born. The session is designed to serve as an overview of the discipline (both conceptually and day-today) so that owners and hotel managers can gauge the effectiveness of the revenue management practices in place at their assets.

Sexual Harassment: It's a Hospitality Issue Too
Presented by Lara Shortz, Partner, Michelman & Robinson

Given the salacious daily headlines, sexual harassment and assault in the workplace is rightfully front-of-mind in workplaces throughout the country. This is particularly true in the hospitality industry, where the hoteliers face threats of liability for (1) sexual assaults by guests upon hotel and resort staff, and (2) sexual harassment of employees by coworkers.

This session will offer key takeaways; most notably, what hoteliers should do in response to sexual assault or harassment claims, and how they might avoid them in the first place.

11:00 a.m. - Noon Concurrent Education Sessions

The Top Five Wage & Labor Mistakes that Cost Employers Millions
Presented by Jason Geller, Attorney, Fisher Phillips

One of the key reasons that employers get sued is wage and hour mistakes and oversights. Fisher Phillips attorneys will cover some of the primary issues employers need to focus on, such as state and local minimum wage increases, wage discrimination, and wage statements. Attendees will leave with information and tools to audit your organization's wage and hour practices to avoid costly mistakes.

Driving Direct Revenue & Optimizing Marketing Spend Through Analytics and Competitive Benchmarking
Presented by Tammie Carlisle, AVP Sales & Customer Solutions, Milestone Inc.

Segmentation, personalization, chatbots, voice search and more! How does a modern hospitality company survive in this voice-driven, highly mobile world? How do you compete head-on with OTAs spending billions in advertising to drive traffic to their sites? In this session, you will learn to benchmark your digital presence versus your competitors. Compare your readiness for the latest digital trends such as a voice search, mobile competitiveness, AMP, website technology, search visibility, omnichannel marketing, and more vs. both competitors and industry benchmarks. You'll leave ready to use data analytics to determine digital marketing channel effectiveness and prioritize marketing spends.

ADA Website Accessibility
Presented by Raj Patel, Founder, INNsight

The Americans with Disabilities act (ADA) is one of the United States' more important civil rights laws, which prohibits discrimination based on a disability and guarantees equal opportunity for people with disabilities. The current ADA laws require hotels and places of public accommodation to provide "complete and equal enjoyment of goods, services, privileges, advantages or accommodations" to people with disabilities. This clause does not just apply to your bricks-and-mortar hotel, but also applies to your cyber presence, including your hotel's website, and representations on Online Travel Agent and Franchise websites, where applicable. Ensure that your hotel's website satisfies the industry standards outlines in the World Wide Web Consortium's Web Content Accessibility Guidelines (WCAG) 2.0.

Noon - 1:30 p.m.

Joint CH&LA and AAHOA Lunch

National Update presented by Chip Rogers, President & CEO, AAHOA
California Update presented by Lynn Mohrfeld, President & CEO, CH&LA

Sponsored by Comcast

Lessons Learned in Las Vegas
Presented by Adam B. Coughran, M.A., Founder & President, Standards Training & Consulting, Inc.

The events of October 1, 2017, have changed the perception and expectations of hotel security. Discover the details and the lessons learned from the industry-altering event and how hospitality and tourism venues can begin to adapt to this new reality.

1:30 p.m. - 5:00 p.m. Trade Show
4:00 - 5:00 p.m.

Reception in the Trade Show
Sponsored by Embassy Carpets

5:30 p.m. AAHOA North Pacific Region Business Meeting & Dinner