Agenda

2026 Marketing Summit Agenda

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

8:30-9:15AM | REGISTRATION + BREAKFAST + NETWORKING

Start the day with breakfast and time to network with other attendees before programming begins.

9:00-10AM | WELCOME + MORNING KEYNOTE

Kick off the Summit with a welcome from Jeff Vasser, CEO at Discover Lancaster, followed by an energizing morning keynote from Joshua Henry of LampHouse Films. This opening session will set the tone for the day with fresh perspective, inspiration, and ideas to help attendees think differently about connection, growth, and what’s possible.

10:15-11:00AM | BREAKOUT SESSIONS

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

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

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 & Jordan Bowser, 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 paid media 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 paid campaigns strategically, and determine where advertising dollars can have the greatest impact.
Speaker: Dr. Nikkia McClain, Tene Nicole Creative Agency

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

Take a midday break to enjoy lunch, connect with fellow attendees, and continue the conversations sparked throughout the morning. This is a great opportunity to meet new people, exchange ideas, and build meaningful connections 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.

2:15-3:00PM | BREAKOUT SESSIONS

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: Mariah 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.
Panelists: Tony Gorick, Decades; Lisa Horn, Kitchen Kettle Village

3:15-4:00PM | MAINSTAGE

Mainstage + Closing
We’ll end the Summit with an unforgettable interactive experience that blends entertainment, audience participation, and meaningful takeaways around communication, connection, perception, and decision-making. Designed to surprise, engage, and inspire, this closing session will leave you energized and ready to keep the conversations going at the networking mixer.

4:00-5:00PM | 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.