Agenda (original): 2021 Historic Hotels Annual Conference at The American Club Resort Hotel

Welcome – Larry Horwitz, Executive Vice President, Historic Hotels of America and Historic Hotels Worldwide

Opening Remarks and Welcome – Herbert V Kohler, Jr. Executive Chairman, Kohler Co.

Board of Advisors Greeting – Joseph J. Vezzoso, Chair, Board of Advisors; Vice President Resort Operations and Sales at French Lick Resort/ French Lick & West Baden Springs Hotels

Welcome – Lindsey Ueberroth, CEO, Preferred Hotel Group, Inc.

Welcome and Keynote Speaker – The Future of Historic Preservation – Paul Edmondson, President & CEO, National Trust for Historic Preservation

Keynote Talk – Key Takeaways:
- Paul Edmondson will discuss current National Trust for Historic Preservation initiatives such as the Where Women Made History: Women’s History Campaign; African American Cultural Heritage Action Fund; and the development of the National Impact Agenda resulting from calls for change in historic preservation practices and policy. He will discuss the National Trust’s new vision for interpretation of historic sites of enslavement, steps toward achieving Racial Equity in Preservation and Equitable Stewardship of Historic Sites, and Why Historic Hotels are important.

Keynote Speaker – Create your own historic hotel blueprint for beating the competition – Horst Schulze, Co-founder and former President and COO, The Ritz Carlton Hotel Company

Keynote Talk - Key Takeaways:
- Learn from the author of Excellence Wins how to create your own historic hotel blueprint for outperforming everyone around you, about industry changing and disruptive principles of excellence you can implement now, often with little or no cost, such as the fine art of handling customer complaints (whether made online, in-person, or via social media), and low and no-cost approaches to beating the competition which may be in someone’s home nearby. A legend and leader in the hotel world, Horst Schulze's teachings and vision have reshaped the concepts of service and hospitality across industries. It was under his leadership that The Ritz Carlton Hotel Company became the first service-based company to be awarded the prestigious Malcolm Baldrige National Quality Award — twice.

Sponsors and Exhibitors Introductions – Stephanie Calhoun, Senior Manager, Member Services & Support, Historic Hotels

Keynote Speaker – Empower Your Employees to Own the Now – Christine Loose, Vice President of Lodging & Wellness for Kohler Co., Kohler Hospitality & Real Estate Group

Keynote Talk - Key Takeaways:
- Learn the secrets on how The American Club Resort Hotel has achieved and retained the longest record in the Midwest for earning the Forbes five-star and AAA five-diamond awards. Christine Loose will discuss her Own the Now style of management that has led Kohler’s hospitality business to record performance levels in all its three-star to five-star hotels. Christine personally trains associates on the Own the Now mission, which empowers her team to address guest needs in the moment, to recover from a complaint, then surprise and delight the guest. She will explain how employees are happier and stay longer when they individually Own the Now.

Keynote Speaker – Make a difference, turn satisfied customers into loyal customers – John McHugh, Director of Corporate Communications, Leadership Development, and Training, Kwik Trip, Inc

Keynote Talk - Key Takeaways:
- Celebrating over 50 years of excellent service, Kwik Trip is a family-owned business with more than 750 stores that adds about 40 stores per year and depends on 29,000 co-workers serving guests. Its mission is “To serve our customers and community more effectively than anyone else by treating our customers, co-workers, and suppliers as we, personally, would like to be treated and to make a difference in someone’s life.” John will discuss new ways to create a mission driven culture with compassion and trust that turns satisfied customers into loyal customers. He will also cover new ways to increase job satisfaction, reduce employee turnover, and use your current happy employees as part of a successful recruitment program for new employees and long-term customers.

Keynote Speaker – Is your hotel ready with critical actions for cyber or ransomware disruption? David Caswell Ph.D., Senior Director, Critical Infrastructure, Microsoft. Colonel, U.S. Air Force (retired) where he was Chair, Engineering Division, Permanent Professor and Head, Department of Computer and Cyber Sciences, United States Air Force Academy.

Keynote Talk - Key Takeaways:
- Cyber-Readiness and Ransomware - Risk Management, Preparation, and Critical Actions for Disruption in the lodging industry: Learn about the cyber and ransomware threats relevant to your hotel or resort and how to be ready if your hotel is breached. Learn the latest insights about the importance of assessing risk from ransomware and cyber-attacks, how to be ready if your business is disrupted, and how cyber security readiness touches everyone.
  - Cyber has expanded beyond hacking. How does this impact the commercial marketplace?
  - The evolution of Data Security? How data manipulates? How is data (customers’ data) protected? What are the Cyber considerations between Data Storage vs Operations?
  - What is the broader definition of Cyber?
  - He will discuss the latest insights about the importance of assessing risk at your hotel from ransomware and cyber-attacks, how to be ready if your business is disrupted, and how cyber – ransomware security readiness touches everyone and the steps to create your own hotel Cyber-Ransomware Readiness plan.

Keynote Speaker – The Historic Hotels of America – STR forecast 2022-2024 – Ali Hoyt, Senior Director of Consulting, STR

Keynote Talk - Key Takeaways:
- Will RevPAR for historic hotels continue to grow at a compound average annual rate, which is greater than the rate of RevPAR annual growth forecast for the nation’s upper upscale hotels and luxury hotels?
- Will annual occupancy levels for hotels that are members of Historic Hotels of America continue above the national average occupancy level through 2021?
- What other economic surprises should historic hotels consider in their long-term planning?

Agenda

November 8 - 12, 2021