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Conference Sponsors



Wednesday February 22, 2017 at 1:00 PM PST
Friday February 24, 2017 at 12:30 PM PST

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Hotel Pacific - Downtown Monterey 
300 Pacific Street
Monterey, CA 93940

Driving Directions 

Hotel & Transportation Information

Special Hotel Rate – Hotel Pacific, 300 Pacific Street, Monterey, is offering
a special group rate of $140 per night. Amenities include a continental breakfast served in their salon, 7-10 am, and complimentary Internet service. All rooms are spacious Junior Suites, featuring a separate living room area, a fireplace, and a private patio or balcony. Each junior suite is 474 to 519 square feet in space. For more information about the hotel, go to www.hotelpacific.com

For Reservations: Call (831) 373-5700 or (800) 554-5542 and ask for the California Main Street Alliance discounted group room rate. The discounted rate ends on January 23, 2017.

Transportation Information:
• Monterey Airport serves Alaska Airlines (non-stop from Los Angeles & San Diego) and United Airlines (non-stop service from Los Angeles & San Francisco).
• Amtrak (Coast Starlight) serves Dunsmuir, Redding, Chico, Sacramento, Davis, Martinez, Emeryville, Oakland & San Jose from the north, and Paso Robles, San Luis Obispo, Santa Barbara, Oxnard, Simi Valley, Van Nuys & Los Angeles from the south to Salinas – about an hour drive from Monterey. www.amtrak.com
• Monterey Airbus provides shuttle service from the Amtrak station in Salinas and the San Jose and San Francisco airports. www.montereyairbus.com


Laura Cole-Rowe 
California Main Street 

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    California Main Street Annual Conference

February 22-24, 2017
Monterey, CA  

                                               "When Old Embraces New"

Conference Schedule

Wednesday, February 22

9:30 a.m. – 12:30 p.m. Registration Open – Hotel Pacific, 300 Pacific Street, Monterey
10:30 a.m. - 11:45 a.m. – Optional Pre-Conference Walking Tour – Join Old Monterey Business Association
executive director Rick Johnson for a guided walking tour of the Monterey Old Historic District. You will see and
learn the history of many buildings in this National Historic Landmark, includingthe Old Custom House, the Pacific House, Colton Hall (the first public building constructed under the American flag in California), the Royal Presidio Chapel and many other adobes and historic buildings. Free - limited to 25 participants
Noon – Arriving early? Have lunch in downtown Monterey!
1 p.m.Welcome/Opening Session – Middlebury Institute of International Studies, Irvine Auditorium, 460 Pierce St, Monterey - A critical component for Main Street districts and downtowns across the country is the ability to tell both visitors and locals about the rich history of their communities. As new technology helps bring history to life in an informative and engaging way, Main Streets and downtowns need to embrace it to help tell that important story. Ron Cook, our keynote speaker, is co-founder of distrx, LLC. Prior to creating distrx, he was the Dean of the Innovation and Entrepreneurship degree program at Full Sail University. Ron is a frequent lecturer on the practical use of technology, the “Internet of Things” and beacon technologies, and also serves as a mentor for Starter Studio, Central Florida’s tech business accelerator.
2:30 p.m. – Refreshment Break
3:15 p.m. – 4:45 p.m. – Concurrent Sessions
Parking – The First and Last Impression of your Downtown – Parking is a visitor’s first and last impression of their downtown experience. It also seems to be what we get the most complaints about. Learn how to discover what that impression is, whether it is perception or reality, and how to make it positive through marketing, management, public/private partnerships and customer service. Nancy Hormann, Hormann & Associates
Street Fairs for Community & Profit – Street fairs raise visibility and awareness, literally putting your Main Street on the map! Learn leadership techniques to build community through events,
create enticing activities that gain publicity, find profit centers and maximize partner and sponsor engagement. This fast-paced presentation includes hands-on tools to develop outlines, timelines, task-lists, marketing and production. Bridget Bayer, Owner, BAM Business Association Management
4:45 p.m. – Daily sessions end
5:30 p.m. – 7:00 p.m. Opening Reception (included in registration)
Join us for the conference's opening reception at the Ferrantes Bay Room at the top of the Monterey Marriott, 350 Calle Principal. We'll be celebrating the "summer of love" – the Monterey International Pop Festival was the first commercial American rockfestival, held on June 16-18, 1967, at the Monterey County Fairgrounds in Monterey. The Pop Festival would later become the inspiration and model for subsequent music festivals including the iconic Woodstock Music Festival two years later. Catch up with downtown colleagues and make new friends and contacts at the event. Afterward, have dinner at one of downtown Monterey's fine restaurants.

Thursday, February 23
7:45 a.m. – Registration Opens – Hotel Pacific, 300 Pacific Street, Monterey – Visit our exhibitor booths!
8:30 a.m. – 9:45 a.m. – Concurrent Sessions
Can Small Towns Be Cool? – Achieving greater vitality and success requires non-traditional community and economic development strategies. Based on successful approaches of high performing small to mid-sized towns, this session provides strategies from real communities in enhancing entrepreneurship, strengthening human talent, addressing youth migration and cultivating a can-do attitude. Dave Ivan, Director, Community & Economic Development Programs, Michigan State University
Growing Your District – Deep Dive Session – Part I – Business Retention Strategies that Work – While the economy has improved, many downtown businesses have found it difficult to recapture sales or compete in the new economy. During this two-part Deep Dive Workshop, you'll explore new ways to support local businesses and improve your business mix. Part I will explore new strategies for helping businesses succeed. From container boxes for incubator space to business competitions and alternative loan programs, we will review the tools that your organization can use to help strengthen existing businesses. Hilary Greenberg, Greenberg Development Services
9:45 a.m. – 10:15 a.m. – Break – Visit our exhibitor booths!
10:15 a.m. – 11:45 a.m. – Concurrent Sessions
Leading Volunteers To Success - None of us can be everywhere all the time. A volunteer system based on well-trained volunteer team leaders who manage their teams allows the overall director or manager to focus on the priorities of the big picture and know that the details are being handled properly. Toni Bodenhamer, Toni Bodenhamer & Company
Growing Your District – Deep Dive Session – Part II – Business Attraction Strategies The second part of this Deep Dive Workshop will address proven techniques for attracting new businesses and filling vacant spaces. While coming up with a list of desired tenants is not difficult, determining the best approach to take to attract tenants can be challenging. You'll explore best practices from across the country that you can use to successfully attract new businesses. Hilary Greenberg, Greenberg Development Services
Until 1:30 p.m. – Lunch on your own in Downtown Monterey
1:30 p.m. – 3 p.m. Concurrent Sessions
Introduction to the Main Street Approach – Learn about one of the most successful community revitalization strategies in the nation – how it works, how to get started, the history of this 35 year old program, and the exciting changes the Four Point "Refresh" will bring to both existing and new programs. California Main Street Alliance
Retail Trends 2017 – You'll learn about retail trends, educating your community, and how to use the data you have to better understand current economic trends. You'll hear both rural and larger city perspective on economic development, see where other cities are getting data, and what they’re doing with it. Larry Cope, CEO and Director of Economic Development, Tuolumne County EDA; Randy Starbuck, President & CEO, A2B Consulting
3 p.m. – Refreshment Break – Visit our exhibitor booths!
3:30 p.m. – 4:45 p.m. – Concurrent Sessions
Fun Tricks To Foster Board Engagement – Board meetings can get boring or routine, or they can be contentious. Neither is good! A small infusion of fun, meaning, and focus can help your board be more focused, more successful and more enthusiastic about their participation. Toni Bodenhamer, Toni Bodenhamer & Company
California Cultural Districts: Leveraging Local Culture, Creativity, and Diversity – New California legislation has empowered the California Arts Council to designate areas as state cultural districts. In this session, participants will learn how their communities can build upon existing efforts in order to enhance and preserve local arts and cultural assets and will highlight resources, tools, and tips for successful cultural districts. Caitlin Fitzwater, Communications Director, California Arts Council
4:45 p.m. – Daily sessions end
6 p.m. – Dinner/Silent Auction/California Main Street Achievement Awards – $75 (optional) Join us for our annual dinner at Scales, 30 Fishermans Wharf #1. All are welcome! We'll have our annual Silent
Auction fundraiser where you can bring items or a gift basket representing your community (optional) and also bid on some fantastic items!

Friday, February 24
8:00 a.m. –  Registration Opens –  Hotel Pacific, 300 Pacific Street, Monterey
8:30 a.m. – 9:45 a.m. Concurrent Sessions
New Ways to Help Businesses to Raise Capital – Main Street managers need to stay current with different options to raise money for businesses, property owners and nonprofits within their districts. Real crowdsourced investment can raise millions! This session will be practical and interactive with many useful examples. Craig Scharton, Fund Manager and Founder, Fulton Street Investors LLC; Rachael Snedecor, Executive Director, Livermore Downtown, Inc.  
30 Low Cost / No Cost Family Activities – Include the whole family in all of your daytime events with the interactive projects presented in this fun, fast paced presentation by the founders of
Exhibits On The Go and Strong Families Equal Strong Towns. Never again wonder how to engage the young at your local events, they will be begging to attend. Frank Del Medico, Exhibits on the Go 
9:45 a.m. – Break
10 a.m. – 11:15 a.m. Concurrent Sessions
Managing Your Online Presence – How confident are you that your digital brand matches your in-person brand? You'll learn how to manage your online presence, important trends, how to maximize time and effort, plus get some easy to use tools that can help you put your best foot forward as you navigate the interwebs. Travis Brown, Director of Business Development, Rokusek 
Learning from an Experienced Main Street Program – North Park Main Street in San Diego has seen a dynamic revitalization of its commercial district over the past decade. In this interactive session, you'll learn about their collaborations with the community, partnerships with local government, support from corporations and creative staff ingenuity has transformed this business community. Angela Landsberg, Executive Director, North Park Main Street  
11:45 a.m. – 12:30 p.m. – Ending Plenary Session - Middlebury Institute of International Studies, Irvine Auditorium, 460 Pierce Street, Monterey  “Hope Inspires Vision: Leading Positive Downtown Change” Providing hope to a community is perhaps the greatest contribution community leaders can provide. This presentation unpacks the notion of hope in the context of creating a vision for positive community change. It includes moving stories of leaders who are creating hope by matching their residents' dreams with an inspiring vision and can-do attitude. Dr. David Ivan, Michigan State University, is internationally recognized for his research on successful community change.
12:30 p.m. – Conference ends

Conference session topics and/or speakers are subject to change.  Please check www.camainstreet.org for the current conference schedule.