Sunday, March 26, 2017

Aspiring Innkeeper Sessions – Conference Room – Upper Level

8:00 – 8:30    “GET STARTED” – Spend the first half hour of your morning with PAII’s Executive Director, Kris Ullmer, as she begins your education into becoming our next generation of innkeepers.

8:30 – 9:30   “GET YOUR MONEY’S WORTH” – Learn about the valuation process of a property from Patti Detwiller, Owner of  Bed and Breakfast Consultant Services, and how to incorporate this information into the development of your business plan.

9:30 – 9:45   “GET A BREAK”

9:45 – 10:30   “GET PSYCHED” – Innkeeping offers the chance to build a business, meet great guests, and create a dream.  But, are you ready to take it on?  Are you aware of the not-so-sunny side of the innkeeping?  Heide Bredfeldt, Partner at Inn Consulting Partners, will put your mental stamina to the test.

10:30 – 11:30   “GET ON THE MAP” – This is where the fun begins, getting your name out there.  What you need to know about management systems, channel managers and OTA’s will be explained by Marc Kassouf, Innkeeper at Quiet Creek Inn and Council/Board Member with the California Association of Boutique and Breakfast Inns.

11:30 – 12:00   “GET REVIVED” –  Enjoy a quick pick-me-up lunch before we get back to the second half of your day. 

12:00 – 12:30   “GET TOGETHER” – Kris Ullmer returns with great information on the benefits of continuing or becoming a PAII Innkeeping Member and how to tap into the endless resources they provide for innkeepers.

12:30 – 1:45   “GET YOUR INN – A FINANCIAL DECISION” – Tim Piper, also from Inn Consulting Partners, shows you the importance of building your inn’s financial model, what you need to look for in an inn as a business decision, the location of the inn, and much more.

1:45 – 2:00   “GET ANOTHER BREAK”

2:00 – 2:45   “GET BAKING” – Part of your new career will be in the kitchen. Debbie Anderson, Co-Owner of Victorian House Scones, will be bringing some baking education to you.  After all, you will need to know this information and use it every morning.  Plus you may even get some yummy afternoon snacks from Miss Debbie.

2:45 – 3:45   “GET HELP” – There will be times that you need time off as an innkeeper.  Rebecca Whisnant of Interim Innkeepers’s Network, will explain what to look for in an interim innkeeper.  You may even need one as you move into your new home.

3:45 – 4:30   “GET YOURSELF COVERED” – Long time PAII supporter and well known Insurance Agent for CBIZ, James Wolf, will spend a few moments letting you know some of the quick, but must have basics of the insurance requirements you should be looking into as a new innkeeper.

4:30 – 5:00   “GET ANSWERS” – Your long day of the rest of your life has just wrapped up and I’m sure you’ve got questions.  Our speakers from throughout the day will panel up and look give you the answers you seek.  Get ready, the next three days will fill your book of knowledge with everything you’ll need to get you on your way to the memorable life as an innkeeper.  Welcome to America’s Innkeeping Conference and Trade Show.

5:00 – 6:00 “GET ANOTHER BREAK”‘

Association Leadership & Aspiring Innkeeper Dinner – Grand Ballroom D

6:00 – 7:30   “GET DINNER” – Finish your evening around a table with your new colleagues with Chicken Florentine, stuffed with sauteed spinach, three cheese, roasted garlic, and topped with a white wine cream sauce, paired with creamy orzo and mixed seasonal vegetable.

NOTE : The Aspiring Innkeeping Session is NOT included in the 3-day, America’s Innkeeping Conference and Trade Show.  If you would like more information, please contact Erik Spence, Conference and Trade Show Coordinator at (573) 470-3492 or by email to

Association Leadership Summit – Executive Boardroom – Upper Level

2:00 – 3:45   “GET BRAINSTORMING” – Join Kris Ullmer, Executive Director of PAII, and Heather Turner, Marketing Director of PAII, as discussions and ideas are shared among the leadership of the B&B Industry.  We all want to see innkeepers succeed.  This is where you will have the chance to meet the who’s who of the various associations around the United States, Canada, and Puerto Rico.

3:45 – 6:00   “GET A BREAK” – Take a few moments to check into your suite and prepare for dinner.

Association Leadership & Aspiring Innkeeper Dinner – Grand Ballroom D

6:00 – 7:30   “GET DINNER” – Finish your evening around a table with your new colleagues with Chicken Florentine, stuffed with sauteed spinach, three cheese, roasted garlic, and topped with a white wine cream sauce, paired with creamy orzo and mixed seasonal vegetable.


Monday, March 27, 2017

General Session – South Exhibit Hall

7:00 – 8:00   “GET REGISTERED” – Exhibit Hall Pre-Function in the lower level of the St. Charles Convention Center.

8:00 – 8:45   “GET WELCOMED”  –  Join Kris Ullmer, Executive Director of the Professional Association of Innkeepers International (PAII), as she welcome hundreds of innkeepers and industry professionals to St. Charles.  Learn the State of PAII and the really big question…Where will we be in 2018?

8:45 – 9:00   “GET A BREAK” – Time to refill those coffees.

9:00 – 10:00   “GET YOUR GOLDEN NUGGET” – Nancy Friedman, AKA The Telephone Doctor, is going to wake up the crowd.  This engaging start to America’s Innkeeping Conference will be a fast paced and eye opening experience on how you handle guest service.

10:00 – 11:00, one of our Key Sponsors, will be bringing their industry expertise to St. Charles.  We will update you as more information becomes available.

11:00 – 12:00   “GET GAME” – It’s the “Game Day Sports Buffet”.  Sit with other innkeepers and vendors for fare that you only find in the ball park.  Sit and enjoy your meals.  Enjoy the comradery of the innkeepers and vendors.

12:00 – 2:00  “GET AROUND” – Each day will feature hours of specific industry related topics in our educational classrooms.  Look into each classroom to decide which information would most benefit your inn’s success.  See more details of today’s classes below.

2:00 – 5:00   “GET SHOPPING” – The Exhibit Hall is where we all meet next.  This is what many innkeepers look forward to all year long.  All of your favorite vendors and many who you’ve never seen before, are ready to provide the best products and services you need in your bed and breakfast, or boutique hotel.  Be sure to see the list of vendors here.

5:00 – 6:00   “GET A BREAK” – There’s not a lot of time, but there is some time now to head to your suites.  Get ready, reflect on the day and come back down for an evening you will not forget.

6:00 – 11:00  “GET TO THE PARTY” – You are about to partake in the party of parties, with innkeepers, vendors, and our VIP industry professionals.  Everyone is invited and it is included with your registration, no extra ticket required.  We’ll begin with an introduction and welcome from PAII’s Executive Director, Kris Ullmer.  She will bring to the stage our Keynote Speaker – Mr. Berkeley Young, President of Young Strategies, a Charlotte, NC based company conducting customized research and planning for destination marketing organizations.  After Mr. Young’s presentation, it’s time to feast and if you want Italian Cuisine in the St. Louis area, you go to the Hill District – and tonight, we bring the “Italian Dinner on the Hill” to you, at the St. Charles Convention Center.  Now, if you want Italian music, you listen to Frank Sinatra.  Since that isn’t possible, we have the next best thing.  The St. Louis Big Band is an 18 piece big band featuring its very own Sinatra styled singer.  Dancing, music, and marinara will fill the air in St. Charles this night.


GET IT TOGETHER – Junior Ballroom A

12:00 – 1:00   “GET OUT” – It’s never too late to look at your exit plan as an innkeeper.  Patti Detwiller, Owner of Bed and Breakfast Consultant Service, will walk you through some steps that you can’t overlook.

1:00 – 2:00   “GET INSURED?  DID SOMEONE SAY INSURANCE?” – Led by an experienced and knowledgeable educator, Mitchell J. Pies, the Principle of Mitchell J. Pies Agency, this workshop has been well received at state and national conferences from the east to west coast including South Carolina, Illinois, New Mexico, California and Alaska. This energizing and engaging session is highly interactive and includes claims case studies from the lodge and inn industry. Participants will learn how risk management can influence business decisions and the bottom line in unexpected ways. This  workshop is a key professional education component for lodge and inn owners.

5:00 – 5:45  “GET ASSOCIATED” – Each day, if your association or groups of associations would like to get together to speak to their members, have a social gathering or recruit members, this space is available.  Please contact Erik Spence at 573-470-3492 to reserve your time.

GET SOCIAL – Junior Ballroom B

12:00 – 1:00   “GET MOBILE”Ben Lloyd, Vice President of Strategy for the website designer Odysys, is going to uncover the techniques to capturing the mobile, on the move travelers.  Are you ready for the mobile age?

1:00 – 2:00   “GET YOUNG AGAIN” – Marie Lanier, Daughter of the B&B Industry, sets you straight with the need for a connection to your newer and younger, socially driven guests.


GET NOTICED – Junior Ballroom C

12:00 – 1:00   “GET RID OF THE SKELETONS IN YOUR DIGITAL CLOSET – Your website is no longer the end-all of your marketing plan, but just the beginning.  No matter how awesome a website may be, it cannot stand alone.  Off-Page influences such as In-Bound Links, NAP (Name, Address and Phone), Duplicate Content, OTA (Online Travel Agency) influences in your Local listings and a variety of other signals that Google uses for placement can cause your Website to have lower placement and thus make it less effective in driving you the business you expect.  Come to this informative session and Acorn Internet Services’ Co-Founder & President, Lisa Kolb will show you how to determine which skeletons are hiding in your digital closet, and how to deal with them.  

1:00 – 2:00   “GET DIGITALLY UPDATED” – Are your website and your 3rd party sites current and accurate?  Alla Gonzalez, the Partner Content Specialist for will show you the importance of website maintenance, having the best photos, clear descriptions and policies.  Alla will also provide you with some tips on managing expectations through content and best practices on replying to reviews.

GET ORGANIZED – Junior Ballroom D

12:00 – 1:00   “GET TRENDY” – Melody Landis, Regional Sales Representative for Gilchrist & Soames, let you know what the latest trends our guests are after when it comes to amenities and activities.

1:00 – 2:00   “GET TRAFFIC” – There are 7 great strategies created by Q4 Launch that are designed to steer more traffic to your website and each will be explained by Matt Barre, Founder of Q4 Launch.


GET A BLEND OF SESSIONS – Meeting Rooms 104 & 105


Tuesday, March 28, 2017

General Session – Grand Ballroom

8:00 – 9:00  “GET THE LATEST LODGING NEWS” – Matthew MacLaren, Esq., Senior Vice President, Member Relations, American Hotel & Lodging Association, will bring the latest developments, including a legislative update, around our industry to center stage.  PAII’s partnership is one that provides our innkeepers with up-to-the-minute news and amplifies our voice on legislative issues.

9:00 – 10:00   “GET THINKING” – One of our key sponsors, Think Reservations brings their latest technological advances to the stage to showcase how they have become one of the premier back office reservation systems for innkeepers.  Richard Aday, Founder of Think Reservations will be your host.

10:00 – 11:00   “GET AROUND” – Each day will feature hours of specific industry related topics in our educational classrooms.  Look into each classroom to decide which information would most contribute to your inn’s success.  See more details of today’s classes below.

11:00 – 12:00   “GET THE PICNIC BASKET” – It’s the “Picnic In St. Charles Luncheon”. If the weather is nice, take your lunch outside. Inside or out, sit and enjoy your meal and the comradery of the innkeepers and vendors.

12:00 – 3:00   “GET SHOPPING” – Day 2 of shopping continues in the Exhibit Hall on the lower level.

3:00 – 5:00  “GET AROUND” – Breakout sessions continue.  See more details of today’s classes below.

5:00 – 6:30   Bed & Breakfast Inns of Missouri – Annual Spring Meeting will be held in Junior Ballroom D.

7:00 – ???   “GET ARTSY” – The first 200 innkeepers registered will be treated to an reception at the Foundry Arts Center, compliments of the St. Charles Convention and Visitor’s Bureau.  There will be more availability at an additional charge.  Space for this event is filling fast, so it is best to GET REGISTERED!!


GET IT TOGETHER – Junior Ballroom A

10:00 – 11:00   “GET FINANCING” – Learn the ins and outs of navigating an SBA loan to assist you with expanding, purchasing and/or refinancing commercial estate from Donna Haliback, the Business Development Officer, and John Batt, the Director of Sales, both from CapitalSource.

3:00 – 4:00   “GET PUBLICITY” – Maria and Jay Coder of Bed and Brunch PR will take a live look at how to get great PR for your inn and events.

4:00 – 5:00   “GET CENTERED” – Finding the balance between a personal life and how that helps you build a successful innkeeping business can elude some of us.  Heide Bredfeldt from Inn Consulting Partners will teach some techniques to help you enjoy both.

GET SOCIAL – Junior Ballroom B

10:00 – 11:00   “GET POSTING” –  Q4 Launch returns to the classroom and shows innkeepers how properly use blogs to attract new visitors to their website, and hopefully book more rooms with new guests.

3:00 – 4:00   “GET THE FACTS” – One of our Key Sponsors,‘s Head of Industry Relations, Janice Hurley, will share detailed information dissecting their quarterly traveler trends surveys. conducts quarterly surveys of thousands of B&B goers so as to better learn how we, as an industry, can always stay ahead of and surpass traveler expectations. In our surveys we monitor many things including online booking habits, triggers that get folks to book, etc., but in particular, trends among those folks who specifically love staying at B&Bs. In our Traveler Trends presentation we’ll dig deeper into some of the trends we’re seeing, and share with you various ways in which you can capitalize on the ever emerging trends of today’s traveler.

4:00 – 5:00   “GET A SOCIAL MEDIA SPOTLIGHT ON YOUR INN” – How to be a social media rock-star in a tourism world will be explained by Heather Turner, Owner – Forfeng Designs and Marketing Director – PAII.

GET NOTICED – Junior Ballroom C

10:00 – 11:00   “GET THE ABC’s of OTA’s” – So many acronyms.  Tim Wilson, Director of Diamond Collection, puts his take on how to manage the world of online travel agents (OTA) and how proper management can lead to more on your bottom line.

3:00 – 4:00   “GET FOUND” – innRoad helps you determine how, when, and most importantly, where you need to be to get found online and increase your occupancy numbers.


GET ORGANIZED – Junior Ballroom D

10:00 – 11:00   “GET OUT OF THE OFFICE” – Richard Aday, Founder & CEO of Think Reservations and his associate E Scot Fuller-Beatty, let you know what a great property management system (PMS) can do to lighten the load in the back office.

3:00 – 4:00  GET MORE DIRECT BOOKINGS OVERNIGHT” – More bookings overnight? Yes, it is true, by learning how to use Custom Audiences in Facebook and then create a “look a like” audience you can truly get bookings overnight. 79% of internet users between the ages of 30 – 49 years old and 64% of internet users between 50 – 64 years old are on Facebook. Are you effectively promoting your Inn to them? This simple strategy is not a ‘hope it works,’ it works. A handy “Step by step guide to using custom audiences in Facebook” will be available.  Gina Paladini, Marketing and Company Director from Tomahawk Tourism, will guide you down this effective path.

4:00 – 5:00   “GET GUESTS DIRECTLY TO YOU” – The Vice President of Strategy for Odysys, Ben Lloyd, is going to share with you a 5 step plan to unlocking more direct bookings online.

GET A BLEND OF SESSIONS – Meeting Rooms 104 & 105

10:00 – 11:00   “GET BAKING” – Debbie Anderson, Co-Owner of Victorian House Scones, shows the innkeepers the ins and outs of baking techniques and maybe you’ll even get to sample some sweets mid-morning.

Wednesday, March 29, 2017

General Session – Grand Ballroom

8:00 – 10:00  Information coming soon

10:00 – 11:00   “GET AROUND AGAIN” – America’s Innkeeping Conference still has more breakout sessions available.  Check out the list below for today’s sessions.

11:00 – 12:00   “GET ONE MORE GREAT MEAL” – We can’t let you go without trying the over-sized mushroom ravioli with truffle cream, with a roasted pepper and mushroom medley.

12:00 – 1:00  “GET AROUND AGAIN” – Will the education ever end.  Well, yes, yes it will.  Just not yet.  See the remaining line up of breakout sessions below.

1:00 – 4:00 “LAST SHOPPING CHANCE” – This is the end of the trade show.  Be sure to get your orders organized and keep in touch with our vendors.  They are a very important part of our industry and we couldn’t have done this without them.  Make sure to thank them all.

4:00 – 5:00  “GET AROUND AGAIN” – These are the last set of classes at America’s Innkeeping Conference for 2017.  What will 2018 bring us, we don’t know.  What we do know is you still have 1 hour before schools out.  See the list of sessions below and pick your favorite.

5:00 – 6:00  “GET YOUR LAST TASTE OF ST. CHARLES” – We encourage everyone to stay and take in Historic St. Charles for one more evening.  There are many outstanding restaurants only minutes away, in the largest and oldest historic shopping district in Missouri.  


GET IT TOGETHER – Junior Ballroom A

10:00 – 11:00   “GET COMPLIANT” – The Great Plains ADA Center has created this first of a 3 part session.  Learn what your inn needs to be considered compliant in the eyes of the Americans with Disabilities Act.

12:00 – 1:00   “GET SERVICED” – This has got to be one of the hottest topics yet.  What qualifies as a service animal?  What do innkeepers need to know about their requirements to meet the needs of the aging population and their pets?  They will also look at how your guest service standards may need to change to meet these needs.

4:00 – 5:00  “GET WEB ACCESS” – It’s not here yet, but it will be soon.  Do you know what your website will need to do to meet the requirements of the Americans with Disabilities Act?  It’s just around the corner and you will need to be ready for this drastic change to how the world wide web is running.

GET SOCIAL – Junior Ballroom B

10:00 – 11:00   “GET SOCIALIZED” – This is going to be an amazing Q&A session about the goods,  the bads and the uglies of too little, too much and too far off-topic posts and how they affect your business.  And of the various sites out there, which ones are dead dinosaurs, which ones are OK now but dropping, what’s new, and just not mainstream yet.  Join Stefani Pollack, Scott Thomas, Heather Turner, Maria Coder, and Jay Hassler as they answer all of your questions.

12:00 – 1:00   “GET INSTA-MARKETING” – Great ways to grow Instagram followers and get them in your inn.  Stefani Pollack, from the Cupcake Project, shows you how she went from a just a few followers to nearly 200,000 in a short amount of time.

GET NOTICED – Junior Ballroom C

10:00 – 11:00   “GET THE MARKETING BASICS” – Mary White, CEO & Founder of and author of Running a Bed & Breakfast For Dummies, has nearly 20 years experience helping new innkeepers market their properties. Whether it’s presenting your best image online or working with the local media, she will help you organize, prioritize and decide how to spend your time and money effectively.  

GET ORGANIZED – Junior Ballroom D

12:00 – 1:00   “GET STOCKED” – What amenities and products are considered necessities and what are some that will separate you from your competition.  Heide Bredfeldt from Inn Consulting Partners will break down the list so you don’t have to.

GET A BLEND OF SESSIONS – Meeting Rooms 104 & 105

Sessions coming soon

Thursday, March 30, 2017


See you in 2018!


We will continually be updating session topics as they become available.  Please keep checking back with us for these updates.