VRLTA Regional Seminars - Blue Ridge

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VRLTA Regional Seminars - Blue Ridge

Wednesday, May 20, 2026 (10:00 AM - 3:30 PM) (EDT)

Description

VRLTA 2026 Regional Seminars: Blue Ridge

About the Regional Seminars:

VRLTA’s 2026 Regional Seminars aim to provide education and resources on critical industry topics, extending our outreach and enhancing our statewide presence through valuable, focused programming for all professionals of the hospitality and tourism industries.

Our 2026 Regional Seminar in Blue Ridge will be held at the Hotel Roanoke & Conference Center.

Tentative Event Agenda:

10:30 AM - Guest Registration & Resource Fair Opens

11:30 AM - Lunch & Main Session
1:00 PM - Coffee Break & Resource Fair

2:00 - 3:00 PM - Breakout Sessions

Thank you to our Supporting Sponsors:

Resource Fair Participants:

EVENT PROGRAMMING

Turning Influence into Impact: How Tourism Businesses Can Work with Creators Luncheon Presentation Speakers: Zack Johnson ∙ John Park This featured keynote session explores how hospitality and tourism businesses can effectively partner with influencers and content creators to expand reach, build credibility, and inspire travel decisions. Hear directly from The JPG Agency's co-founders, Zack Johnson and John Park as they break down what successful partnerships look like from both the creator and destination perspective. Attendees will learn how to identify the right influencer partners, structure collaborations, set realistic expectations, and turn content exposure into measurable business value. Whether you’re new to influencer engagement or looking to refine your current approach, you’ll leave with practical strategies you can apply right away in your market.
	Zack Johnson Co-Founder, The JPG Agency After a 20 year career as a morning radio host, Zack decided to build on his passion for audience engagement, community growth and local business support to co-found the JPG Agency in 2019. The JPG Agency is a boutique agency located in Roanoke, VA that focuses on providing accessible digital marketing services for brands, small businesses and individuals. JPG focuses on creating compelling content and brand strategies that convey the voice of a brand and how that messaging speaks to an audience through words, pictures and video.

	John Park Co-Founder, The JPG Agency Former financial planner turned full-time content creator chasing stories through food, places, and people. Co-founder of JPG Agency, John helps brands shine through thoughtful digital marketing. Creating food and tourism-driven content that celebrates local experiences and the connections built around them.

Bites, Buzz & Bookings: Influencer Strategy for Restaurants

Breakout Session

Speakers: Zack Johnson ∙ John Park

This restaurant-focused breakout session takes a deeper dive into how food and beverage operators can successfully work with influencers and culinary content creators to build buzz and attract food-driven travelers. Led by keynote presenters John Park and Zack Johnson, this session moves from theory to real-world execution.

Attendees will review successful restaurant partnership case studies, learn how to position their business as a “foodie destination,” and better understand what creators look for when evaluating brand collaborations. Speakers will share practical outreach tips, partnership do’s and don’ts, and ways restaurants of all sizes can create creator-friendly experiences that translate into authentic content and measurable exposure.

Participants will leave with actionable ideas they can implement immediately — from improving their creator pitch to designing experiences that inspire coverage.

Beyond the Help Wanted Sign: A Workforce Panel Breakout Session Moderator: Dr. Jai Girard Beyond the Help Wanted Sign brings together leaders from education, nonprofit workforce programs, and industry to discuss how we collectively recruit, train, and retain the people who power hospitality. Grounded in collaboration, this conversation highlights innovative workforce models that expand opportunity while meeting the operational realities of today’s hospitality businesses. From students exploring career pathways to adults entering or re-entering the workforce, panelists will discuss how inclusive training programs and cross-sector partnerships strengthen teams and broaden access to hospitality careers. By connecting classrooms, community programs, and employers, this session illustrates how aligned systems build stronger pipelines, improve retention, and create a more resilient hospitality workforce.

Dr. Jai Girard (Moderator)	Brian Wells	Regina Cook, MS, CPTM
Director of Education & Workforce	General Manager	Workforce Development Specialist
Virginia Restaurant Lodging & Travel Association	Hotel Roanoke & Conference Center	Virginia Western Community College


Cora Cnegy	Catherine Fox	David Yanisko
Tourism & Economic Development Director	Director of Regional Destination Development	Associate Professor of Practice
Giles County	Friends of SWVA	Virginia Tech HTM Program