Amy Vaughan, M.A. Department of Tourism, Conventions and Event Management School of Physical Education and Tourism Management 262 PE/Natatorium Building 901 W. New York Street Indiana University-Purdue University Indianapolis (IUPUI) Indianapolis, Indiana 462-5193 Office: (317) 274-4883 E-mail: aevaugha@iupui.edu EDUCATION: GRADUATE Indiana University, Master of Arts, 2002 Indianapolis, Indiana Philanthropic Studies UNDERGRADUATE Indiana University, Bachelor of Arts 1989 Bloomington, Indiana Honors in English and Journalism INDUSTRY CERTIFICATION Purdue University, Certified Destination Management 1999 West Lafayette, Indiana Executive (CDME) Executive (CDME) ACADEMIC APPOINTMENTS: IUPUI Department Clinical Assistant Professor/ 2012- of Tourism Convention Director of Internships present and Event Management School of PETM PROFESSIONAL ORGANIZATION MEMBERSHIPS Association of Indiana Convention and Visitors Bureaus 1991-2012 Destination Management Association International 1991-2005 Indiana Tourism Association 2015 Indiana Tourism Council 2000-2012 Indianapolis Downtown Inc. 2005-present
Travel Industry Association of America 2005-2012 Travel Tourism Research Association, Cen States 2013- present HONORS AND AWARDS: Purdue University Distinguished Darden Professor 2006 PROFESSIONAL DEVELOPMENT: Educational Seminar for Tourism U.S. Travel Association 2005- For Tourism Organizations (ESTO) 2011 Hoosier Hospitality Conference Indiana Office of Tourism 1992-2012 Destination Marketing Association DMAI 1993- International Annual Convention 2004 Hands-on Canvas Training IUPUI CTL 2015 Best Practices in Tourism Research Indiana Tourism Association 2015 Integrating Inquiry into the First-Year Seminar IUPUI CTL 2015 Travel and Tourism Research Association TTRA (Cen States) 2015 (Cen States) Annual Conference First Year Seminar Idea Exchange IUPUI CTL 2014 National First-Year Experience Conference National Resource Center 2014 On the First-Year Experience And Students in Transition Travel and Tourism Research Association TTRA (Cen States) 2014 (Cen States) Annual Conference Career Services Council Annual Retreat IUPUI Career Services Council 2013 First Year Seminar Idea Exchange IUPUI University College 2013
Online Assessment IUPUI CTL 2013 Promotion in the Clinical Ranks IUPUI Academic Affairs 2013 Travel and Tourism Research Association TTRA (Cen States) 2013 (Cen States) Annual Conference Student Mentors in Learning Community (First-Year Seminar) Courses Phillip Webb Supervisor, Learning Community Student Mentor 2014 Stephanie Springer Supervisor, Learning Community Student Mentor 2013 Brittni Curry Supervisor, Learning Community Student Mentor 2012 TEACHING EXPERIENCE Courses Taught: TCEM 401: Industry Internship* Developed new partnerships with organizations to serve as sites for TCEM student interns. Fall 2012 Spring 2013 Summer 2013 Fall 2013 Spring 2014 Summer 2014 Fall 2014 Spring 2015 Summer 2015 TCEM 387: Industry Internship* Developed new partnerships with organizations to serve as sites for TCEM student interns for the certificate program. Fall 2012 Spring 2013 Summer 2013 Fall 2013 Spring 2014 Summer 2014 Fall 2014 Spring 2015 Summer 2015
*Student evaluations not available due to online class. TCEM 301: Career and Leadership Principles Created experiential learning assignments with live mock interviews and elevator pitches. Created self-assessment assignments to help students better identify strengths and interests. Delivered class lectures and PowerPoint presentations. Uploaded Canvas with course materials. Fall 2014, 65 students, overall class evaluation, 4.3 Spring 2015, 37 students, overall class evaluation, 4.7 Fall 2015, 40 students TCEM 107: Tourism Planning and Development Developed flipped classroom concept to promote hands on learning with site visits to Indianapolis area attractions. Delivered class lectures and PowerPoint presentations. Uploaded Oncourse with course materials. Recruited tourism industry professionals to serve as guest speakers. Spring 2013, 54 students Fall 2013, 42 students, overall class evaluation, 4.8 Spring 2014, 65 students, overall class evaluation, 4.5 TCEM 110: First Year Learning Community Developed course to provide overview of careers in the industry and reflection on potential careers. Fall 2012, 17 students Fall 2013, 20 students, 4.7 overall class evaluation Fall 2014, 25 students, 4.3 overall class evaluation Fall 2015, 25 students HYPER L135: First Year Learning Community/Summer Bridge Created new curriculum, syllabus and overall course structure for TCEM s first Bridge class. Developed course to provide a service project for students as part of the learning experience. Fall 2013, 13 TCEM students, 4.8 overall class evaluation Fall 2013, 11 Kinesiology students, 4.9 overall class evaluation Fall 2014, 13 TCEM students, 4.9 overall class evaluation Fall 2014, 12 Kinesiology students, 4.7 overall class evaluation
UNIVERSITY SERVICE SCHOOL SERVICE PETM Budgetary Affairs Committee Member 2012- Partnerships/Outreach Committee Chair 2013 Camp Brosius Faculty Forum 2013-2015 Jay Gladden Review Committee Member 2014-2015 Trustees Teaching Award Committee Member 2014 Academic and Student Affairs Committee Member 2014-2015 Trustees Teaching Award Committee Member 2014 DEPARTMENT SERVICE Curriculum Committee Member 2012-present Search and Screen Committee Member 2014 Advise 40 undergraduate students in course Advisor 2013-present selection and graduation preparation. PROFESSIONAL SERVICE Board of Directors, Association of Indiana Member 1991-2012 Convention and Visitors Bureaus Board of Directors, Indiana Tourism Council Member 2000-2012 Board of Directors, Indianapolis Downtown Inc. Member 2005-present Marketing National Council of State Tourism Directors, Member 2005-2012 Travel Industry Association of America Board of Directors, Travel Tourism Research Member 2013-present Association, Cen States
INVITED PRESENTATIONS LOCAL The State of Indiana s Tourism Industry Hoosier Hospitality Conference 2005-2012 The State of Indiana s Tourism Industry Indiana Main Street June 2012 Community Exchange The State of Indiana s Tourism Industry Indiana s Small Towns June 2012 Thinking Regionally Careers in Hospitality IUPUI s World Languages October 2102 Careers Day The Super Bowl Committee s Outreach Indiana Humanities Community October 2012 Efforts in Indiana Conversation The State of Indiana s Tourism Indiana State Festival Association November Industry Annual Convention 2012 Super Service Association of Indiana February 2013 Convention and Visitors Bureaus Explore Career Possibilities in IUPUI Career Week October 2013 Events, Tourism and Hospitality How to Prepare for a Career 500 Festival March 2015 in the Tourism Industry NATIONAL Team Effort: Connecting Our First Year National Conference on September Students to Service Learning at IUPUI Students in Transition 2014 INTERNATIONAL Preparing Our Students for Careers U.S. Department of May 2015 in Tourism State International Visitor Leadership Program Team Effort: Connecting Our First Year International Symposium on May 2015 Students to Service Learning at IUPUI Service-Learning
INDUSTRY WORK EXPERIENCE Indiana Office of Tourism Development Indianapolis, IN Director, February 2005 May 2012 Directed tourism office with annual budgets ranging from nearly $7 million to $4 million. In 2010, with a 50% budget cut and no TV or radio advertising, drove an 8% increase in web site traffic. Used online marketing, earned media and social media to drive site traffic. Managed team of 6-8 staff members for maximum results. Created and successfully implemented a 4-year strategic plan, Destination Indiana, in collaboration with a professional facilitator on loan from Eli Lilly and statewide stakeholders from a variety of backgrounds. Plan focused on four key areas: alliance management, brand management, community development and revenue generation. Designed and launched new research-based tourism brand, Restart Your Engines, for Indiana. After a nearly 10-year run, only 43% of the target audience was able to associate the previous brand, Enjoy Indiana, with the state. In its second year of usage, 74% of respondents associated the Restart Your Engines brand with Indiana. Directed advertising agency on IOTD publications, VisitIndiana.com and creative efforts. Generated $1.3 million in private revenue by directing a team of regional account executives in sales efforts of Indiana publications, consumer emails, print co-op and VisitIndiana.com. Earned Gold Award from Marketing Sherpa, a national marketing organization, for effectiveness of new Indiana Office of Tourism consumer email program. The emails 50% open rates far exceeded industry averages. Directed efforts for the Indiana Office of Tourism to become early adopters of social and new media tools. Established program for freelance bloggers, guest bloggers and Butler University student bloggers for the Indiana Insider blog. The Indiana Insider blog has grown tremendously since its creation in 2008, with 135,000 visits in 2010 and 200,000 visits in 2011. Created Summer of Savings program, offering steep limited daily deals each day of Visit Indiana Week through email, Facebook and Twitter. The program exceeded expectations with each deal, ranging from hotel, attraction and restaurant offers, selling out quickly each day. Created new partnership with Indiana Hotel and Lodging Association to sell hotel rooms through IOTD email, Facebook and Twitter. The initiative generated $9,000 in revenue for IHLA. Leveraged resources by partnering with Ball State University s Building Better Communities program. Utilized Ball State telecommunications students to film Indiana destinations as part of an immersive learning experience. The videos served as new dynamic content for VisitIndiana.com. They also won a Gold Addy Award and a Best of Show Addy Award. Served as chief spokesperson for the Indiana tourism office. Directed Super 46 Sandwiches promotion garnering more than 250,000 votes from consumers on state tourism web site in one month. The promotion increased VisitIndiana.com traffic 300% and resulted in the most visits in the site s history. Served as chief spokesperson for the promotion conducting TV, radio and print interviews statewide. With no paid advertising, the promotion s success was solely based on social media and earned media. Directed media relations efforts including Media Marketplaces in Indianapolis and Chicago that paid for themselves through partner co-op efforts. Also hosted Meet the Media events and Media Road Shows to generate coverage. As a result, have placed millions of dollars in earned media coverage and fostered strong relationships with local and regional media. In particular,
garnered impressive coverage as a result of two trips to Midwest Living s Des Moines, Iowa headquarters. In addition, have worked with Fox 59 in development of a Searching for Sherman series which has featured more than a dozen Indiana destinations. Spearheaded innovative Indiana Artisan pilot project. Identified opportunity to leverage more than $625,000 in federal dollars and created partnership with the Indiana Arts Commission, Indiana Office of Community and Rural Affairs (OCRA) and the Indiana Department of Agriculture to showcase Indiana s handmade arts and foods. Partnership became a model for other OCRA grant initiatives. Created Indiana Artisan Trails grants program. Awarded 8 Indiana communities $10,000 each to establish statewide tourism trails. Trails created include the Art and Earth Trail in Northern Indiana; the Twisted Arts Trail in Columbus, in Bloomington and Nashville; the Nickel Plate Trail in Hamilton County and the Limestone Trail in Lawrence County. Managed research programs including brand research, advertising effectiveness research, product development research and economic impact research. Collaborated with a variety of stakeholders including the Lt. Governor's Office, legislators, the Indiana Tourism Council, the Indiana Hotel & Lodging Association, the Association of Indiana Convention and Visitors Bureaus, the Indiana State Festival Association and tourism industry members across the state Hamilton County Convention and Visitors Bureau Carmel, IN Director, September 1992 January 2005 Managed budget of nearly $1 million. Number of hotel rooms increased from 600 in 1992 to 2000 in 2005. Directed 6-person staff. Reported to an 11-member elected board of directors and an 11-member appointed Commission. Collaborated with county stakeholders including the County Council, County Commissioners, the Mayor of Carmel, the Mayor of Noblesville, the Chambers of Commerce and the local tourism industry. Directed advertising agency on publications, creative and web site. Created partnerships with county attractions such as Conner Prairie and Verizon Wireless Music Center to market area as a family destination. Positioned Hamilton County as Indiana s Premier Golf Destination. Created golf/hotel packages and marketing efforts to promote this niche market. More than 500 golf/hotel packages were booked each year. Directed bureau s membership program including member communications, meetings and special events. Served as bureau's chief spokesperson. Communicated with tourism industry leaders, community stakeholders and public officials. Created $50,000 tourism grants program to facilitate community development. Grant recipients awarded grants included: the Indiana Transportation Museum, the Fishers Freedom Fest, Noblesville Main Street and the Noblesville Historic Preservation Alliance.