YOU’RE INVITED! 

To Lincoln’s First-Ever Tourism Summit

The inaugural Niagara Benchlands Tourism Summit features a full day of interactive learning, networking, and strategic planning for Lincoln’s Tourism and Hospitality industry.

This new summit intends to engage, invigorate, and provide the tactical tools and resources required to help Lincoln’s hardest-hit economic sector grow, proposer, and belong in 2022. Featuring interactive workshops and presentations from some of Ontario’s most influential tourism professionals; in-person and virtual attendees will get a chance to ask questions, gain access to impactful industry insights, as well as collect online resources and templates to help apply the knowledge captured at the Summit in their business operations.

The summit will also formally launch the Niagara Benchlands tourism destination brand to local stakeholders and showcase the tools/resources created to help local businesses amplify the Town’s efforts in their own, unique business channels.

Niagara Benchlands Tourism Summit Overview

Presented by the Town of Lincoln, in partnership with Niagara Region Economic Development.

Date: Tuesday, February 22, 2022

Time: 

  • Registration, 8:30a
  • Summit, 9:00a-4:30p
  • Benchlands Beverage Reception, 4:30-5:30p
Location(s):
  • In-Person: Inn on the Twenty, 3845 Main St, Jordan Station, ON L0R 1S0
  • Virtual: Delivered through Zoom, attendees will receive a link to an online conference in advance of the Summit

Register Today! Two Ways to Attend & Participate

In-Person Registration – $55.00/person +HST *Only 60 tickets available
In addition to the Summit’s full-day of learning; in-person attendees will also receive:
  • A nutritious catered lunch and brain-boosting snacks provided by the Restaurant at Inn on the Twenty
  • Benchlands Beverage Reception
  • Niagara Benchlands swag bag
  • Access to the exclusive ‘We’re All in Lincoln!’ Vendor Fair
  • Access to the online Summit Resource Portal, featuring the presentations, tools, and templates shared at the Summit.
  • Exclusive Summit promotions from our Vendor Fair suppliers
Virtual Registration- $20.00/person +HST
In addition to the Summit’s full-day of learning; virtual attendees will also receive:
  • Access to the online Summit Resource Portal, featuring all the presentations, tools, and templates shared by presenters
  • Voucher for a Niagara Benchlands tote bag
Important COVID-19 Rules and Regulations
Your health and safety and that of others is very important. All participants must adhere to the current restrictions and guidelines for the Niagara Region found in the Ontario Government’s Plan to Safely Reopen Ontario, including physical distancing, wearing a mask or face covering, frequent hand-washing, and staying home when ill.
**Proof of vaccination or valid medical exemption required to attend the in-person summit. 

SUMMIT AGENDA

8:30am

REGISTRATION

  • Vendor Fair Open

9:00am

OPENING REMARKS | Land Acknowledgments & Greetings from the Town

  • Mayor Sandra Easton, Town of Lincoln

9:15am

PRESENTATION 1 | Niagara Benchlands Brand Reveal

  • Britnie Bazylewski- Tourism Coordinator, Town of Lincoln
  • Stephen Weir – Vice President, Brand Development, Trajectory Brands Inc.

10:00am

PRESENTATION 2 | Niagara Benchlands Marketing and Communications Plan

  • Jeannette Hanna – Chief Strategist, Trajectory Brands Inc.

10:30am

PRESENTATION 3 | Looking Ahead in 2022 with the Tourism Association of Ontario

  • Carol Greenwood – Vice President, Membership & Business Development, Tourism Association on Ontario

11:30am

LUNCH & NETWORKING

  • Vendor Fair Open

12:30pm

WORKSHOP 1 | Developing Collaborative Tourism Experiences

  • Lynn Fletcher- Partner, Fletcher Weir Consulting

1:30pm

WORKSHOP 2 | Are you Market-Ready? How to Maximize your Participation in the Niagara 2022 Canada Summer Games

  • John Belford, Senior Manager, Business Development, Niagara 2022 Canada Summer Games

2:00pm

PRESENTATION 4 | FeastOn on the Farm Comes to the Niagara Benchlands *Virtual session

  • Billy Alexander- Director of Programs, Culinary Tourism Alliance

2:30pm

BIO-BREAK

2:45pm

PANEL DISCUSSION | Questions from Lincoln’s Tourism Industry

In addition to all summit speakers and workshop facilitators, this industry-led panel will also include:

  • Linda Sicoli – Economic Development Officer, Niagara Region
  • Anthony Annunziata- President, Tourism Partnership of Niagara
  • Chris Bloore – President & CEO, Tourism Association of Ontario
  • Britnie Bazylewski– Tourism Coordinator, Town of Lincoln

Panel moderated by: Ashleigh Myers- Business Development, Marketing & Advertising Executive, Bell Media 

3:45pm

WORKSHOP 3 | Niagara Benchlands Business Portal Workshop

  • Nour Hage – Director of IT, Youth Skills Studio & President and Director of Operations, Civiconnect

4:30pm

SPARKLING & NETWORKING RECEPTION

  • Vendor Fair Open

Meet Our Industry Experts

Britnie Bazylewski

Tourism Coordinator, Town of Lincoln

With a long history in driving tourism in the Town of Lincoln and across the region and a certified Sommelier with the Canadian Association of Professional Sommeliers; Britnie began her career as the Manager of Customer Relations & Hospitality with Southbrook Vineyards in Niagara-on-the-Lake (NOTL) before moving to Equity Wine Group to help drive marketing and experiential tourism for Creekside Estate Winery in Jordan and Queenston Mile Vineyard in NOTL.

As a content creator at Creekside (Equity Wine Group), Britnie helped drive brand development by utilizing successful digital marketing campaigns to increase awareness and drive sales across multiple channels. Britnie also orchestrated events for the wineries to increase stakeholder outreach and drive in-person visitation to help boost sales.

In addition to the aforementioned roles, Britnie also taught at Niagara College’s Canadian Food & Wine Institute. Britnie was also the recipient of the Peter Lehmann National Mentor Award in 2014.

Stephen Weir

Vice President, Brand Development, Trajectory Brands Inc.

Trained as a brand strategist, Stephen weaves strategic insight and brand thinking into his project leadership with complex organizations. Since joining Trajectory in 2011, Stephen has served as Account Director and Strategist for a broad range of clients across Canada and the USA, with a particular focus on places, higher education, arts and culture, and not-for-profits. From YMCA Canada to the University of Victoria, and from the CN Tower to Toronto Public Library, Stephen helps navigate robust ecosystems to rethink and refresh meaningful, compelling brands.

Stephen has worked with places near and far, including the City of Mississauga, City of Regina, National Capital Commission, Sault. Ste. Marie, Stouffville, Hastings County, and the (brand new!) Niagara Benchlands, along with numerous BIAs, Economic Development corporations, and tourism partnerships. Through hundreds of interviews and workshops with the leadership and key influencers of these places, Stephen has become an expert at galvanizing these individuals and places around a common goal and purpose. Before shifting to the agency side in 2008, Stephen worked in Brand Management with Corby Distilleries, managing a portfolio of Australian and New Zealand wines.

Stephen holds a Masters in Business Administration, Strategic Marketing, from the DeGroote School of Business at McMaster University, as well as a certificate in complex negotiations and mediation from the University of Windsor.

Jeannette Hanna

Chief Strategist, Trajectory Brands Inc.

Jeannette Hanna as Chief Strategist for the Toronto-based brand agency, Trajectory. Writer, lecturer, and host of the brand podcast, Ikonicast, Jeannette is also a regular contributor to The Place brand Observer and a member of its expert panel. Jeannette’s place brand work includes award-winning strategies for regions, cities, and districts across North America including several branding assignments for Washington, DC (Destination DC; Downtown BID; Capitol Hill Neighborhood; Congress Heights; Dupont Circle; National Cherry Blossom Festival); Crystal City/National Landing, VA; Bowie, MD; Raleigh, NC; Butler County, OH; Reimagining Detroit. In Canada, she’s worked with the Niagara Region; City of Mississauga; City of Sault Ste Marie; Hastings County, ON, Regina Economic Development, and the Toronto 2015 Pan Am Games. Jeannette has also been a communications consultant for the Bermuda Cultural Map and the country’s Performing Arts Project. She regularly lectures at conferences and business schools including Georgetown University’s Urban & Regional Planning program.

Carol Greenwood

Vice President, Membership & Business Development, Tourism Association on Ontario

With 25 years of leadership and management experience in the hospitality sector, Carol epitomizes the power of rapport and relationship building.  Carol has represented Accor, Vintage Inns & Mississauga Tourism, in addition to her consulting firm, G.A.P Solutions.  Carol has assembled teams, opened hotels, provided training for sales professionals, and management training for leaders in the hotel network. Carol has conducted business audits and rebuilt teams through hiring, coaching & success-focused development.

Lynn Fletcher

Partner, Fletcher Weir Consulting

Lynn is an experienced brand marketing and communications consultant with breadth and depth in tourism, conservation, not profit, and public sector work. Having been introduced to the consumer-centred discipline of account planning whilst working in the UK, Lynn returned to Canada with a passion for developing brands that truly connect and make a difference in people’s lives, and the research toolkit to do it. She spent the next twenty years at Havas, BBDO, and McCann in the role of Chief Strategy Officer, helping a range of clients grow their brands, before founding Fletcher Weir Consulting.

In her career in brand and product strategy, she has worked with a range of destination, attraction, and hospitality clients including:

  • Destination Canada, Tourism Toronto, and Visit Britain
  • Renaissance Hotels, Thompson Hotels, and Windsor Arms
  • Aga Khan Museum and Royal Ontario Museum
  • American Express Travel

Equally as important, she has an entrepreneurial mindset, being a small business owner herself.

John Belford

Senior Manager, Business Development, Niagara 2022 Canada Summer Games

John began his role at the Niagara 2022 Canada Summer Games, in  December 2019 after a 20-year career in Food Service Sales and Management with Heinz, Campbells, and TMF Foods. Before that, John worked for 10-years in Minor League Professional Baseball (MiLB) as a General Manager and Assistant General Manager for affiliates of the Toronto Blue Jays, Detroit Tigers, and Pittsburgh Pirates.

Billy Alexander

Director of Programs, Culinary Tourism Alliance

Billy Alexander is a globally renowned and trained Indigenous chef, tourism ambassador, cultural pundit, social advocate, and The Director of Programs for the Culinary Tourism Alliance. His illustrious accomplishments and positions include recurring National Television appearances, Founding Chair of Indigenous Culinary of Associated Nations; Culinary Development Chef for WestJet; recipient of Canadian Culinary Excellence Award; Calgary’s Top 40 Under 40; Advisory board Not 9 to 5; as well former National Culinary Strategist for Indigenous Tourism Association of Canada, and current mentor to countless youth. Billy grew up with food being synonymous with Indigenous communities. He first learned to cook from his mother with ingredients that were provided from the land. He views the land as the “original grocery store.” He formed some of his fondest memories, gathered around food with family and community.

Linda Sicoli

Economic Development Officer, Niagara Region

Linda supports economic development in Niagara-on-the-Lake, Pelham, Wainfleet, and West Lincoln. She also works to advocate for and advance Niagara’s priority sectors of agriculture and tourism.

Previously, Linda led economic development in rural municipalities across Ontario as well as a federally funded business incubator in Northern Ontario. Living and working in both urban and rural centres, Linda has had the opportunity to see business, communications, and economic development from a varied lens giving her a wholly objective stance in approaching and developing solutions in any situation. Through her Toronto-based consultancy, Linda facilitated companies through complex issues in change management, diversification, and strategic planning.

She has directed private and non-profit organizations in identifying market opportunities and steering them in setting realistic and achievable goals. Her areas of study at Mohawk College, Carleton University, and the University of Waterloo include Journalism, Communications, and Economic Development as well as Business and Project Management through professional associations.

Anthony Annunziata

President, Tourism Partnership of Niagara

As President of the Tourism Partnership of Niagara (TPN), Anthony and his dynamic team are the marketing organizationresponsible for marketing the Niagara Region as a world-class, four-season travel destination to domestic and international markets.

As a non-profit industry-led organization, funded by the Ontario Ministry of Tourism, Culture, and Sport (MTCS), TPN is one of thirteen Regional Tourism Organizations in the Province of Ontario (RTO2).TPN’s role is to increase awareness of the  Niagara Region influencing consumers at the intent and consideration phase of the consumer path to purchase.

With years of industry experience, Anthony has contributed his professional expertise to an assortment of Ontario’s leading tourism businesses and organizations. Some of the most notable include, but are not limited to:

  • Vice President of Marketing – Marriott Fallsview and Spa/ Sheraton Fallsview Hotels
  • Vice President of Marketing and Development – Canadian Niagara Hotels (CNH)
  • Vice President of Marketing and Development – Hilton Hotel and Suites, Niagara Falls Canada
  • Executive Director of Marketing – Casino Niagara and Fallsview Casino
  • Chairman – Peace Bridge
  • Vice-Chairman –Ontario Tourism Marketing Partnership, now Destination Ontario

 

Chris Bloore

President & CEO, Tourism Association of Ontario

Christopher is the President & CEO of TIAO. Before joining the TIAO team in March 2020, Christopher spent 15 years working in political campaigns and communications for the House of Commons in the United Kingdom and was elected four times as a City Councillor for his hometown in the West Midlands.

Nour Hage

Director of IT, Youth Skills Studio & President and Director of Operations, Civiconnect

Nour Hage is a co-founder and President of Civiconnect, a youth-focused non-profit that strives to prepare young people to lead compelling and fulfilling lives. He finds optimism, strategy, and dedication to be the most valuable qualities for continual success in operating any company. In the 3 years since founding Civiconnect, Hage has been instrumental in directing and operationalizing a non-profit company that is both self-sustaining and the recipient of multi-million dollar partnerships.

Hage studied at Brock University, where he founded another educational non-profit, Datathon, which specialized in introducing students to the fast and rapidly growing world of data analytics and AI. Datathon, over 4 years, became Brock’s largest annual academic conference, with 400 participants in the room and an additional 600 abroad at 8 institutions. The event garnered the interest of executives from some of the largest companies in Canada who came to speak and network with students.

Ashleigh Myers

Business Development, Marketing & Advertising Executive, Bell Media

Ashleigh Myers moved to the Niagara Region in 2003, to join the teams at MOVE 105.7, 97.7 HTZ-FM, and NewsTalk 610 CKTB. An enthusiastic marketing & business development specialist, she has spent over 20 years within the media industry helping businesses and organizations develop, manage and implement strategic and tactical marketing and growth strategies.

Ashleigh is a Board Member for Big Brothers Big Sisters North and West Niagara, and consults with several not-for-profit organizations. She prides herself on establishing meaningful connections and cultivating long-term business relationships.

Ashleigh was the recipient of the first ever Bell Media Presidents’ Award in 2015 for outstanding performance, leadership, and significant contribution to revenue growth and generation. She also received a Bell Media Excellence Award in 2017 for outstanding achievements, passion, and commitment to excellence. In 2020, Ashleigh was the recipient of the Greater Niagara Chamber of Commerce Women in Business Award for her leadership, business acumen and success, integrity, and a commitment to the community.