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DC Conference2018-05-10T10:05:12-05:00

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2018 DC Conference

La Fleur’s 2018 D.C. conference will be held May 14-17, 2018 at the Jack Morton Auditorium on the George Washington University campus. La Fleur’s spring conference has been rebranded as La Fleur’s 2018 LotMKT Trends conference. Attendees will stay at the Westin Georgetown Hotel. The quandary of how to effectively and efficiently market lotteries in a swiftly-changing global market will be examined. Since the conference is held in the nation’s capital, external speakers representing D.C.-based associations and groups will be featured on the program.

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Program

Click to see what the themes are for each day!

Private Lottery Marketing & Sales Directors Meeting: 2-4 p.m. (The Westin Georgetown)

Opening Night Reception: 4-6:30 pm (Caucus Room Brasserie – The Westin Georgetown)

Sponsored by DC09

Tuesday, May 15

  • DC Lottery: Heart in the Game
    • Beth Bresnahan, Executive Director, DC Lottery
    • Get ready to lean-in with DC Lottery as their team presents an engaging glance into the day-to-day challenges and successes of North America’s only city-run lottery! The DC team will share how they’re navigating federally-imposed limitations on where they can conduct sales to how they’re developing creative games that appeal to the District’s shifting demographic. Exploring “why they do what they do,” this series of DC presenters will use the nation’s capital as its backdrop as it spotlights products and shares case studies on how their “small but mighty” lottery engages commuters, competition, and Congress to make its sizable and impactful imprint in the marketplace.
  • Panel: DC Lottery Today
    • Beth Bresnahan, Executive Director, DC Lottery
    • Nicole Jordan, Director of Marketing, DC Lottery
    • Moderator: Terri Markle, Publisher, La Fleur’s Magazine

NATIONAL TRENDS SEGMENT

  • State of State Finances
    • Kathryn White, Senior Policy Analyst, National Association of State Budget Officers (NASBO)
    • This presentation will cover current state fiscal and economic conditions, providing recent data and trend information on state general fund revenues, spending, and reserves. It will also review state spending patterns and discuss the state budget outlook for the upcoming fiscal year (FY 2019), including a focus on gubernatorial priorities. The presentation will address some of the long-term fiscal challenges facing states, including pension obligations, infrastructure needs, and other spending pressures, as well as federal issues affecting state budgets. Additionally, a brief overview of NASBO resources will be provided.
  • State of Gaming: Christie vs NCAA, Federal Tax Reform, 2018 Elections
    • Christopher Cylke, VP, Government Relations, American Gaming Association (AGA)
    • This presentation will provide an update on the Supreme Court ruling on Christie vs. NCAA and impact of federal tax reform on gaming industry. Cylke will also discuss Next Generation Policy: Advancing regulatory reform in states. Finally, he will review the impact of the 2018 elections on the gaming industry agenda.
  • Presentation: National Trends in Responsible Gaming
    • Keith Whyte, Executive Director, National Council on Problem Gaming (NCPG)
    • NCPG Executive Director Keith Whyte, who has been working in Washington, DC on national gaming policy for more than 20 years, will update attendees on the latest developments in responsible gaming including the groundbreaking partnership between NCPG and NASPL, cutting edge play management technology and best practice responsible gaming guidelines for online lotteries. He will also briefly review NCPG’s advocacy role and recent Federal initiatives.
  • National Trends: Budget & Gaming Trends Panel
    • Christopher Cylke, VP, Government Relations, AGA
    • Kathryn White, Senior Policy Analyst, NASBO
    • Keith Whyte, Executive Director, NCPG
    • Moderator: La Fleur’s Magazine publisher Terri Markle

12-1:30 p.m.

LUNCH

  • Powerball Director Panel
    • Gary Grief, Executive Director, Texas Lottery
    • Bret Toyne, Executive Director, MUSL
    • Moderator: Terri Markle, Publisher, La Fleur’s Magazine

GOLD SPONSORS SEGMENT

  • Scientific Games Gold Sponsor Presentation: How Digital Is Enabling Lotteries to More Effectively Connect, Acquire & Engage in a Swiftly-Changing Global Market
    • Sean Athey, Vice President System Sales, Scientific Games
    • A focused discussion on the ways today’s consumer expects to engage with lottery products, how we can create meaningful journeys with relevant content, and why it’s important to leverage technology to offer the right content at the right time.
  • IGT Gold Sponsor Presentation: NJ Lottery Corporate Sales Program:  Case Study for Chain Store Optimization
    • Wylie Dillard, Vice President, Sales, Northstar New Jersey Lottery Group (subsidiary of IGT)
    • In April 2017, a Corporate Sales Representative (CSR) program was established in New Jersey to provide a select group of our corporate chain partners with an enhanced and integrated sales support program. The program was developed after the Northstar Sales team closely evaluated the market and recognized there was untapped sales potential in many of the chain locations. Through optimized engagement of chain personnel at both the store and corporate levels, coupled with enhanced merchandising and instant game practices the program has delivered on its goals. After one year, the participating chain partners have consistently exceeded their peer group.
  • INTRALOT Gold Sponsor Presentation
    • Fivi Rondiri, Corporate Marketing Manager, INTRALOT USA
    • This presentation will provide a preliminary summary of Intralot’s 2018 Global Players Segmentation Study which is focused on the digital transformation era of the traditional B&M and iLottery.
  • Alchemy 3 Gold Sponsor Presentation: Social Execution – Foundational Growth
    • Derek Gwaltney, Director of Marketing & Business Development, Alchemy3
    • Planning social media programs can be an overwhelming task for some organizations, oftentimes resulting in less than effective and cluttered executions.  Over the years, companies have strategized on how best to  leverage social options for maximizing brand awareness/exposure. In this session, Alchemy3 will highlight a step-by-step process for lotteries to consider. Using a case study to exemplify  A3’s  seven prong process will provide attendees with knowledge for a strong foundation of growth in their social media efforts.
  • Lazlo326 Gold Sponsor Presentation: Connecting the Pieces, Creating Endless Opportunities
    • Art Kiuttu, SVP, Lottery & Gaming Solutions, Lazlo326
    • Today’s consumers rely on their mobile phones more than ever. Are today’s brick & mortar paper lottery games falling short in meeting players’ expectations? Lazlo has developed a digital mobile technology that delivers stunning lottery ticket images and engaging short videos that reveal players numbers that is easy and frictionless for players. Lazlo’s single-scan retail integration addresses many of the pain points affecting lottery retailers. Learn how Lazlo has developed a better way to engage new lottery audiences, retailers and consumer package goods companies and creates new value propositions for players while motivating retailers to increase lottery sales.
  • InComm Gold Sponsor Presentation: The NASPL API: Foundation for New Lottery Experiences
    • Tony Fontaine, Vice President Business Development, Gaming & Lottery, InComm
    • Now that the NASPL API has been published, what’s next? In this session learn about how the NASPL API is being deployed to open new channels of distribution and how it can be leveraged to facilitate the development and deployment of new interactive products. Get a glimpse into the future of scratch games and learn how these products, in conjunction with the NASPL API, allow retailers to sell and redeem both draw games and a new generation of mobile-centric, instant ticket products.
  • Worldpay Gold Sponsor Video Presentation
  • Gold Sponsors Panel
    • Derek Gwaltney, Director of Marketing & Business Development, Alchemy3
    • Tony Fontaine, Vice President Business Development, Gaming & Lottery, InComm
    • Wylie Dillard, Vice President, Sales, Northstar New Jersey Lottery Group (subsidiary of IGT)
    • Fivi Rondiri, Corporate Marketing Manager, INTRALOT USA
    • Art Kiuttu, SVP, Lottery & Gaming Solutions, Lazlo326
    • Sean Athey, Vice President System Sales, Scientific Games

MEGA MILLIONS SEGMENT

  • MegaMillions: Update on Game Changes & Performance
    • Gordon Medenica, Director, Maryland Lottery & Gaming Control Agency
    • Mega Millions changed its ticket price and game matrix last October, essentially replicating changes made to the Powerball game years before. At the same time, the Mega Millions consortium authorized a new game feature called Just the Jackpot, which was launched by four Mega Millions states and 14 MUSL states. This presentation will discuss the relative success of these changes, the financial performance of Mega Millions since the changes and initial reviews of the performance of Just the Jackpot. We will also touch on lessons learned, the interplay between Mega Millions and Powerball, and potential future issues/concerns/opportunities.
  • Mega Millions Director Panel
    • Gretchen Corbin, President & CEO, Georgia Lottery Corp.
    • Gordon Medenica, Director, Maryland Lottery & Gaming Control Agency
    • Kevin Hall, Executive Director, Virginia Lottery
    • Marcus Glasper, Director, Washington’s Lottery
    • Moderator: Terri Markle, Publisher, La Fleur’s Magazine

Happy Hour Reception (5-6:30 p.m.) – Sponsored by EquiLottery

Wednesday, May 16

DRAW GAME SEGMENT

  • The Florida Lottery: Marketing & Integrity
    • Jim Poppell, Secretary, Florida Lottery
    • The statutory mission of the Florida Lottery is to maximize contributions to enhance education “in a manner consonant with the dignity of the state and the welfare of its citizens.” Our mission recognizes that the existence and mission of the Florida Lottery is predicated on the public’s trust and confidence in the integrity of our operations and activities. To effectively market the Florida Lottery, we use a three-pronged mass market approach that rests upon two convictions and four guiding principles. This approach enables the Florida Lottery to reach a broad audience who can be confident in our games and the way by which we operate them.
  • New Hampshire Lottery’s Keno Launch
    • Maura McCann, Marketing Director, and Kelley-Jaye Cleland, Director, Sales & Product Development, New Hampshire Lottery
    • Mission: Launch KENO 603. Budget: Zero. Additional Staff: Zero. Timeline: T-minus 5.5 Months. Sound like Mission Impossible? In the state of “Live Free or Die” everything is possible. We did it but there were times that the latter part of our state motto seemed like a good option. The Legislature required local approval for keno, which meant reaching out to and attending city council and town select board meetings to encourage KENO be placed on ballot and warrants. Development for game branding, communications and marketing plans, establishment recruitment strategy, and of course creating KENO 603 itself needed to be done. It was. We did it. Learned a lot. And we loved it.
  • Educating Retailers through Mobile Promotions: A Fast Play Case Study
    • Chris Rogers, Deputy Director, Marketing & Products, Arizona Lottery
    • In preparation for the launch of Fast Play, the Arizona Lottery needed to educate retailers on a 1:1 basis. This audience is challenging to reach due to frequent turnover and multi-shift staffing. Targeting multiple retailers at a single location is also a barrier due to the lack of consistent contact information. With 93% of all full- or part-time employees currently using a smartphone, a solution was developed to reach key targets via mobile. During this presentation you will learn how the Arizona Lottery launched this engaging promotion – its successes and failures – and key takeaways to develop similar promotions in your jurisdiction.
  • Draw Game Panel
    • Maura McCann, Marketing Director, and Kelley-Jaye Cleland, Director, Sales & Product Development, New Hampshire Lottery
    • Adam Caughill, Director, Lottery Business Development, OLG
    • Moderator: Terri Markle, Publisher, La Fleur’s Magazine
  • Spotlight: La Fleur’s Toronto Conference
    • Adam Caughill, Director, Lottery Business Development, OLG
    • OLG is the VIP Host Jurisdiction Sponsor of La Fleur’s 2018 Lottery INNOVATION Conference (June 26-28) in Toronto. Guest speakers from the following market leading companies will share success stories on how they radically adapted their business models to attract the next generation:  Google, Cineplex Entertainment, eOne, Universal Music, Toronto Blue Jays and NBA Canada.

RETAIL SEGMENT

  • Kentucky Lottery: Linq3 In-Lane Test in Kroger Stores
    • Pete Ramsey,  VP, Sales, Kentucky Lottery Corp.
    • This presentation will focus on the proposed In-Lane Test involving Powerball and Mega Millions brands conducted by Kroger using Lottery-branded gift cards for in-lane purchases at Kroger’s Kentucky stores. This test will center around gift cards supplied by Blackhawk in partnership with Linq3. The test will receive a full marketing support program, including isolated end-cap displays, in-lane call outs, loyalty purchase points and LED jackpot signage. The test is scheduled to begin at the end of May in Kentucky, Ohio and Georgia Kroger stores, providing the [U.S.] lottery industry with its first in-lane solution/distribution.
  • Retail: What’s In Store for In-Store
    • Katherine Cullen, Director of Retail and Consumer Insights, National Retail Federation (NRF)
    • Retail is undergoing a major transformation, adapting to changes in consumer preferences, behavior and technology. While online has become an increasingly important channel in this convergence of digital and traditional retailing, 9 out of 10 transactions still happen in a physical store. Now more than ever, stores must serve as a beacon for a company’s brand while providing a memorable, high-quality experience for consumers. She will discuss the challenge and opportunity retailers face in today’s transformation, and explain how successful retailers are pushing boundaries to try out new, cutting-edge in-store technologies that change the game for shoppers.
  • Convenience Stores & Lottery Sales
    • Jeff Lenard, VP, Strategic Industry Initiatives, National Association of Convenience Stores
    • Convenience stores sell the majority of the lottery tickets in the country. We’ll look at sales trends in the industry – and what items are most often sold in conjunction with lottery. We’ll also look at what consumers want and expect related to convenience – and what it means for lottery.
  • Retail Trends Panel
    • Pete Ramsey, VP, Sales, Kentucky Lottery Corp.
    • Jeff Lenard, VP, Strategic Industry Initiatives, National Association of Convenience Stores
    • Katherine Cullen, Director of Retail and Consumer Insights, National Retail Federation (NRF)
    • Moderator: Terri Markle, Publisher, La Fleur’s Magazine
  • Silver Sponsor Video Presentation
    • Linq3
  • Silver Sponsor Video Presentation
    • Pollard Banknote Limited

LUNCH (12-1:30 p.m.)

SCRATCHER SEGMENT

  • Atlantic Lottery: Sticking to Your Strengths: Key Strategies behind Atlantic Lottery’s Surging Scratch Sales
    • Merrill Fullerton, Marketing Manager, Instant Games, Atlantic Lottery
    • Scratch’N Win sales at Atlantic Lottery (AL) experienced the largest-ever year-over-year increase in FY2017-18, with total sales smashing all previous records. This latest success comes after 10 years of a consistent upswing. Find out about the key strategy behind AL’s latest scratch surge and how elements of that strategy are being applied to the company’s new suite of digital instant games available on alc.ca. The presentation will include several practical examples of how a lottery can use the strength of its own brands and assets to attract play across categories and channels.
  • Kentucky Lottery: Trust Your Elf: Holiday Game Specific Advertising Pays Off Big Time
    • Edie Frakes, Vice President, Marketing, Kentucky Lottery Corp.
    • Are you working hard to prove ROI and keep your POS from looking like last year’s wrapping paper?  Trust your Elf.  Get back to the basics that for generations have brought holiday joy as treats and gifts – the Scratch-off game.  We’ll show you how game-specific advertising, featuring a beloved star of film and TV, became a game changer in the Commonwealth this holiday. Here’s the story of how an elf-sized idea made a giant impact on Kentucky’s Scratch-off growth during 2nd quarter of FY’18.
  • Maryland Lottery: We Are All Stars & We Deserve to Twinkle
    • John Gorman, Chief Marketing Officer, Maryland Lottery & Gaming Control Agency
    • Iconic Hollywood sex symbol Marilyn Monroe brings her star power to the Maryland Lottery with the launch of a $2 instant ticket in March, 2018. This licensed product from Pollard is an integral component of the Lottery’s marketing plan for the second half of FY18. Learn how the Maryland Lottery plans to take Marilyn from the big screen to the digital screen with an ambitious media plan that forgoes the traditional TV/radio spend in favor of a strong digital-social campaign.
  • DC Lottery: The Intersection of Insights & Inspired Product Development
    • Jodie Warren, VP, Director of Campaign Management, MDB Communications
    • It can be said that inspiration can be found everywhere. DC Lottery shares how uncovering the energy that drives the local spirit of their players provided the seed of an idea which became a one-of-a-kind lottery product.  The Neighborhoods Scratcher was developed based on insights into the culture and soul of a city, while creating a movement towards similar future products.
  • Lottery Advertising Panel
    • Lance Neigh, Account Director, Barber Martin
    • Eddie O’Leary, President, COLAB
    • Jodie Warren, VP, Director of Campaign Management, MDB Communications
    • Moderator: Terri Markle, Publisher, La Fleur’s Magazine

DIGITAL MARKETING SEGMENT

  • Virginia Lottery: Digital Marketing Campaigns: Winning & Non-Winning Experiences
    • Lance Neigh, Account Director, Barber Martin
    • The Virginia Lottery tested a number of digital platforms in 2017 to see what resonated with players.  We will share some of the best—and the worst—platform results and our learnings from these campaigns.  Through these efforts, we established key metrics and objectives that will drive our future digital advertising initiatives.
  • Digital Innovation & Engagement
    • Eddie O’Leary, President, COLAB
    • While COLAB has been the Virginia Lottery’s Digital Innovation partner for five years, over the last two years, we’ve drastically changed our approach. We have explored new communication channels to reach new and untapped audiences.We have built personality quiz that matchers what Scratcher you are best suited for. We’ve launched an 8-bit holiday running video game that has Game Guy (Virginia Lottery’s mascot) collecting scratchers traveling through different regions in Virginia. We’ve also developed an Amazon Alexa app that allows players to get quick voice-activated access to Powerball, Pick 3, Pick 4 and Cash 5 numbers. We’ve developed a TVos app that allows players to get quick access to the same numbers through their TV. These communication channels put the Virginia Lottery brand where the players are, where Virginians are. All of these games and applications engage these players on a new level. This is a critical step in diversifying the demographic and building strong player retention.
  • Lottery Marketers Panel
    • Merrill Fullerton, Marketing Manager, Instant Games, Atlantic Lottery
    • Nicole Jordan, Director of Marketing, DC Lottery
    • Edie Frakes, Vice President, Marketing, Kentucky Lottery Corp.
    • John Gorman, Chief Marketing Officer, Maryland Lottery & Gaming Control Agency
    • Maura McCann, Marketing Director, New Hampshire Lottery
    • Moderator: Terri Markle, Publisher, La Fleur’s Magazine

INTERACTIVE WORKSHOP (9-11:30 a.m.)

Location: The Westin Georgetown

Theme: Online Engagement

Digital marketing case studies followed by audience Q&A

Welcome Address: Beth Bresnahan, Executive Director, DC Lottery

Individual Case Studies

Atlantic Lottery Corp.

DC Lottery

Kentucky Lottery Corp.

Maryland Lottery

New Hampshire Lottery

Virginia Lottery

Chris Cylke
Chris CylkeVP, Government Relations, American Gaming Association

Chris Cylke currently serves as vice president of government relations for the American Gaming Association. In this role, he leads AGA’s efforts to advocate for the gaming industry’s public policy objectives and to develop congressional champions. Additionally, Chris manages the AGA’s Public Policy Committee, Tax and Financial Policy Working Group and Off-Reservation Gaming Task Force.

Jeff Lenard
Jeff LenardVP, Strategic Industry Initiatives, National Association of Convenience Stores

Jeff Lenard oversees NACS’ industry-wide campaigns to enhance the image of the $550 billion convenience and fuel retailing industry. Lenard also serves as lead spokesperson and has conducted more than 5,000 media interviews about trends and innovations at the nation’s 154,000-plus convenience stores. In addition, he is the creator and co-host of the association’s popular weekly podcast, “Convenience Matters.”

Kathryn White
Kathryn WhiteSenior Policy Analyst, National Association of State Budget Officers

Kathryn Vesey White is a Senior Policy Analyst for the National Association of State Budget Officers (NASBO) in Washington, D.C. In this role, she monitors state budget and policy developments in K-12 and post secondary education, and also conducts research on state budget processes and the use of data and evidence to inform decision-making.

Christina Ceresoli
Christina CeresoliSVP, Retail Strategy, National Retail Federation

Cristina Ceresoli is the senior vice president for retail strategy at the National Retail Federation. She is responsible for NRF’s product offering and event content strategy, with a special focus on customer experience and digital expansion in the industry.

Gold Program Sponsor(s)

Silver Sponsor(s)

Hospitality Sponsor(s)

Never Been To a La Fleur’s Conference?

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