DAVID PREECE

Brigham Young University-Hawaii | 55-220 Kulanui Street, BYUH #1956 | Laie, Hawaii 96762 | 808.675.3338 | david.preece@byuh.edu NEXTyouthsports | 5324 Parliament Place | Rockford, Illinois 61107 | 815.520.0506 | davidpreece56@gmail.com EDUCATION Northwestern University, Medill School of Journalism, Evanston, Illinois M.S. in Integrated Marketing Communications Emphasis in Advertising, Public Relations, Promotion, and Direct Marketing Management Brigham Young University, Provo, Utah B.A. in Communications Emphasis in Advertising Management TEACHING EXPERIENCE Brigham Young University-Hawaii, Laie, Hawaii Assistant Professor, Business Management Department Strategic Business Management, Branding, Integrated Marketing Communications, Digital Media, Sales and Customer Relationships, Hospitality and Tourism Management PROFESSIONAL EXPERIENCE NEXTyouthsports, Rockford, Illinois/Laie, Hawaii Founder and Principal Established a venture that partners with communities to generate economic growth from youth sports events that make a difference. The foundation is Big Life Sports: using youth sports programs as a preparation place for a productive life after competition-centered recreation. (www.nextyouthsports.com) Rockford Area Convention and Visitors Bureau, Rockford, Illinois President and Chief Executive Officer Introduced sophisticated branding approaches, segmented group sales, and technology-based marketing strategies to Illinois second-largest destination organization. Annual visitor spending increased by over 13% in three years, exceeding the state average, and reached the $300 million mark. Played a key role in leading public/private partnerships focused on catalytic destination product development projects. (www.gorockford.com) Classic Vacations/Expedia, San Jose, California Vice President of Trade Marketing Led rebranding effort for this well-respected, upscale vacation package wholesaler to enhance and differentiate brand image among its travel agent distribution network and the tourism trade media. (www.classicvacations.com) The Travel Institute, Wellesley, Massachusetts President and Chief Executive Officer Directed the turnaround and long-term strategic plan of this iconic, 40-year-old, professional certification non-profit. Focused on brand strategy, innovative curricula, new certifications, broadening reach, and tighter professional standards. (www.thetravelinstitute.com) Hawaii Visitors and Convention Bureau, Honolulu, Hawaii Vice PresidentNorth America Created an innovative, integrated consumer marketing strategy that accelerated annual visitor expenditure growth in a competitive environment which included the 9/11 crisis. A multi-channel strategy was built on consumer lifestyle/lifestage segmentation, targeted offline/online communications, and strong trade customer relations. (www.gohawaii.com) Polynesian Cultural Center, Laie, Hawaii President and Chief Executive Officer Leveraged consumer research among visitors and non-visitors to create a new marketing campaign that strengthened this top attractions market position, supported new products and events, bolstered sales trade support and business volume, and raised visitor counts and revenues to record levels. (www.polynesia.com) Advertising and Brand Management Positions: New York, Georgia, New Jersey, Michigan Distinguished career in consumer brand management and advertising, working at advertising agencies on brands like Frito-Lay, Pepperidge Farm, and Phillips Petroleum; and managing consumer/trade marketing at companies such as M&M/Mars, Gerber and Famous Amos. Directed the development and launch of new brands and products, marketing research, grocery and franchise distribution, new advertising campaigns and creative production, media planning and buying, and sales promotion programs. 2009--Present 2010--Present 1982

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SELECTED PRESENTATIONS, PUBLICATIONS, PAPERS AND PROJECTS When Worlds Collide: Samsung Challenges Apples Cool Presentation at the BYUH Marketing Week event that highlighted Samsungs growing dominance in the mobile phone market, and their challenge of Apples role as market innovator using a structuralist strategy vs. Apples typical reconstructionist strategy. All-Star Ballpark Heaven Youth Sports Venue Marketing Research Contracted to design and conduct two critical market surveys among key target groups to confirm this Iowa-based projects viability, support business strategy, and secure investors. Do I Really Want My Customers (and Boss) to be Facebook Friends? Campus presentation to students and faculty profiling the growing importance of social media in global communications and culture, and its appropriate use in brand marketing. Contribution of the Vans Triple Crown of Surfing to Hawaiis Economy and Brand Image Collaborated with a BYUH colleague to direct the design and implementation of an economic impact study commissioned by the lifestyle brand Vans. Faculty and students conducted 800 on-site audience surveys as the basis for estimating the events annual impact at $21 million. Personal Passion Travel is Less Affected by Economic Uncertainty Authored article in The Voice (Rockford, Illinois) discussing the effect of affinity-based travel interests on travel behavior and their recession-mitigating impact for destinations. The Case for Professional Standards: Investing in Travel Industry Progress White paper presented at the Annual Conference of the International Society of Travel and Tourism Educators; Hong Kong Polytechnic University. MEMBERSHIPS AND RECOGNITIONS Certified Teacher of the Case Study Method, Harvard Business School Seminars (2013) Honolulu Chapter Board Member, BYU Management Society Faculty Advisor, BYU-Hawaii Association of Marketing Professionals and Students Founding Member, BYU-Hawaii Career Services Advisory Committee Certified Travel Counselor (CTC), The Travel Institute professional designation (2002) Member, American Marketing Association; Destination Marketing Association International; and Association of Travel Marketing Executives PROFILE SUMMARY David brings nearly 30 years of business experience to his faculty role at Brigham Young UniversityHawaii. His professional career was divided between two industry sectors: consumer goods marketing, and tourism and destination management. This varied background is leveraged in teaching business management department courses in strategic management, marketing, integrated marketing communications, sales, and tourism management. Davids classes are engaging, rigorous, and realworld focused, and his student evaluations consistently exceed department averages. He is actively involved in several campus initiatives, including as faculty advisor to the student marketing club and as an invited founding member of the BYUH Career Services Advisory Committee. David is widely recognized as an innovative marketing and tourism industry thought leader and speaker on subjects such as market trends, brand strategy, integrated marketing, sales management, digital and social media, and destination development. He is the founder and active principal of a youth sports tourism enterprise called NEXTyouthsports which partners with sports-oriented communities to generate economic growth through events and programs that make a difference in the lives of young athletes (nextyouthsports.com). His previous role was President and Chief Executive Officer of the Rockford Area Convention and Visitors Bureau, where he oversaw the strategic direction and operations of this non-profit tourism marketing organization for the Northern Illinois region (gorockford.com). Prior to joining the RACVB, David was Vice President of Travel Trade Marketing at Classic Vacations, the San Josebased luxury travel unit of Expedia, Inc. He was responsible for brand stewardship, strategic marketing plans, corporate communications and partner marketing programs (classicvacations.com). Before his time at Classic, David was President and CEO of The Travel Institute, the industrys educational standard-bearer and grantor of certifications such as Certified Travel Associate, Certified Travel Counselor and Certified Travel Industry Executive. David directed the Institutes strategic evolution, rebranding and revitalization, successfully positioning the 40 year-old non-profit for the next generation of travel professionals (thetravelinstitute.com). Davids introduction to the tourism industry was in Hawaii, where he was Vice President-North America of the Hawaii Visitors and Convention Bureau (gohawaii.com), and previously served as Vice President of Marketing and Sales for the Polynesian Cultural Center, the states top visitor attraction (polynesia.com). He began his business career in consumer brand management and advertising, working at well-known agencies Ogilvy & Mather/New York and Tracy-Locke/Dallas, and at consumer packaged foods companies such as M&M/Mars, Famous Amos and Gerber. David holds a masters degree in integrated marketing communications from Northwestern University, and his undergraduate communications degree is from Brigham Young University. March 14, 2013

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