Agenda

2026 Marketing Summit Agenda

See what’s in store at the 2026 Discover Lancaster Marketing Summit. Schedule and programming is subject to adjustment.

8:30AM-9:00AM | REGISTRATION + BREAKFAST + NETWORKING

Join us for breakfast and casual networking before the Summit programming begins!

9:00AM-9:15AM | WELCOME REMARKS

Jeff Vasser, CEO at Discover Lancaster, will welcome attendees and set the stage for a day of fresh ideas, meaningful conversations, and connection across Lancaster County’s tourism and business community.

9:15AM-10:00AM | MORNING KEYNOTE

Joshua Henry of LampHouse opens the Summit with an inspirational keynote on the power of connection, offering fresh perspective on how meaningful stories can strengthen relationships, spark engagement, and create lasting impact.

10:15AM-11:00AM | BREAKOUT SESSIONS — BLOCK 1

AUDIENCES, DISCOVERY & PARTNERSHIPS

Marketing to Meeting Planners
Hear directly from meeting planners about what influences their destination and venue decisions. This moderated conversation will explore what gets planners’ attention, what they value from local partners, and common marketing missteps. Attendees will leave with practical ideas for better positioning their businesses for meetings and group travel.
Moderator: Jeff Vasser, Discover Lancaster; Panelists: Jennafer Yarnall, JR Global Events

The Future of Search: How People Discover Businesses Today
The way consumers find and evaluate businesses is changing. This session will explore how search behavior is evolving across Google, social media, reviews, maps, video, AI tools, and other digital channels—and where marketers should focus to strengthen their visibility across paid, organic, social, and emerging search environments.
Speaker: Dan DeLozier, Harmelin Media

Creating Strategic Partnerships: An Interactive Roundtable Discussion
Strong partnerships can help businesses reach new audiences, expand their impact, and create new opportunities. This interactive roundtable will explore practical ways to collaborate through cross-promotion, referrals, packages, shared audiences, and local partnerships while giving attendees the opportunity to share ideas and learn from one another.
Facilitator: Molly Crouser, Lancaster Chamber

11:15AM-12:00PM | BREAKOUT SESSIONS — BLOCK 2

SMARTER TOOLS, STRONGER DIGITAL STRATEGIES

Beyond the Buzz: How Businesses Can Actually Use AI
Move beyond the AI hype and discover practical ways to put these tools to work in your business. This session will explore how AI can support marketing, content creation, customer communication, brainstorming, workflow efficiency, and everyday operations—with approachable ideas you can start using right away.
Speaker: Sandra Garcia Green, Encounter Your Potential

Is Your Website Built to Be Found?
As AI changes how people search and discover businesses, websites need to do more than look good. This session will explore how content, structure, navigation, and redesign planning can help search engines and AI platforms better understand, reference, and recommend your organization.
Speakers: Rebecca Allen & Denise Kovaleski, TARGETMEDIA

Where to Advertise Next: Emerging Paid Media Opportunities
A forward-looking session focused on paid advertising opportunities beyond traditional digital and social campaigns. Attendees will explore emerging and underused channels—including podcast advertising, sponsored newsletters, niche platforms, creator partnerships, and new content formats—and learn how to identify the right opportunities for their audiences, test campaigns strategically, and determine where advertising dollars can have the greatest impact.
Speaker: Dr. Nikkia McClain, Tene Nicole Creative Agency

12:15PM-1:00PM | LUNCH + NETWORKING

Take a midday break to enjoy lunch, connect with fellow attendees, and continue the morning’s conversations before the afternoon sessions begin.

1:00PM | ROUNDTABLE DISCUSSION: WHAT ARE WE SEEING, SOLVING & BUILDING TOGETHER?

A guided, full-room discussion designed to surface key ideas, challenges, and opportunities from attendees. This session will give participants a chance to reflect on what they heard during the morning sessions, share what they are experiencing in their own businesses, and identify opportunities for collaboration across Lancaster County.

2:15PM-3:00PM | BREAKOUT SESSIONS — BLOCK 3

GROWTH, PR & EXPERIENCE BUILDING

Getting Your Story Picked Up— Media Lists & New PR Tools
The PR landscape has never offered more opportunities to connect with the media—if you know where to look. Join Lou Hammond Group for a practical session on building and maintaining a high-value media list while exploring how to leverage emerging tools — including podcasts, newsletters, AI platforms like ChatGPT, and editorial brands' own social media channels — to uncover story opportunities, identify the right contacts, personalize pitches, and elevate your PR strategy.
Speakers: Terence Gallagher & Victoria Polansky, Lou Hammond Group

Data Reporting & Analytics Made Simple
A practical session on what data matters, how to understand trends, and how to connect marketing activity to business outcomes.
Speaker: Asia Stewart, AMS Strategy

Events That Bring People Through the Door Year-Round
A panel conversation on how businesses can use events, seasonal moments, micro-trends, themed experiences, and partnerships to bring customers through the doors year-round. Panelists will share how they identify creative event opportunities, build programming around specific seasons or audience interests, and turn timely trends or “micro-moments” into experiences that drive attendance, repeat visitation, revenue, and community engagement.
Moderator: Olivia Novak, Discover Lancaster; Panelists: Tony Gorick, Decades; Lisa Horn, Kitchen Kettle Village; Courtney Burkarth, Dutch Wonderland

3:00PM-3:15pm | Afternoon Recharge

Take a moment to refresh before the closing keynote with afternoon snacks sponsored by Eden Resort & Suites and coffee from Joe on the Go!

3:15PM-4:00PM | AFTERNOON Keynote

Our dynamic closing keynote, led by Todd Snovel of Work Wisdom, will explore Building Trust and Influence During Times of Uncertainty through the lens of trust, uncertainty, and connection. Attendees will learn practical ways to build and repair trust, better understand values, and strengthen the way they connect with their audiences.

4:00PM-5:00PM | NETWORKING MIXER

Wrap up the day with drinks, conversation, and one last opportunity to connect. Mix and mingle with fellow attendees, speakers, and partners as we close out the Summit together.