Conferences & Learning

Wisconsin Bed & Breakfast Association 30th Annual Conference & Innkeeper Trade Show

WBBA 30th Annual Meeting, Conference & Trade Show
December 3-5, 2018 - Monday through Wednesday

(Aspiring Innkeeper Seminar: Sunday, December 2, 2018)

~ Radisson Hotel La Crosse ~

200 Harborview Plaza, La Crosse, WI  54601

See a video of the Radisson here!


Join US On The Banks Of The Mississippi For Our 30th Anniversary Conference!

NEW this year! Vendors have a 1 or 2 day option with more face-to-face time for all in attendence! All meals and general sessions will be in the same area our vendors are in!

AND! In lieu of the traditional Grand Banquet, Silent Auction, & Dessert Auction on Tuesday night, we will have food stations set up in the Vendor Mart Area! Enjoy a wide variety of delicious foods while you mix and mingle with innkeepers and our vendor partners. Purchase raffle tickets  and stop by each booth to enter for a chance to win prizes from our vendor partners, which will be drawn at our Industry Vendor Program on Wednesday.

Attendees will also have the chance to visit industry partners throughout the conference, before sessions, after sessions, and at breaks.

We will also continue to have dedicated TRADE SHOW time on Wednesday, December 5th and look forward to welcoming many old and new vendor partners alike. During the Wednesday Trade Show, no other events are scheduled so innkeepers and vendors have each other’s undivided attention or to finish up business from the previous days!

Lunch immediately follows the Trade Show with the Industry Vendor Program: each briefly introduces their business and (if they participated) draws the winning raffle ticket from those collected at their booth, and presents the winner with a prize of product, service, gift card and more!

The WBBA thanks this year's

PLATINUM Sponsors:

ELITE Sponsors:
Verlo Mattress - Commercial Sleep
Casablanca Ventures
InsideOut Solutions

~ and all our vendor partners for their support!

Trade Show Registration For Exhibitors


Some Conference Program Highlights - the innkeeping trends and topics you want to hear!


Jen Barney

The WBBA welcomes keynote speaker Jen Barney, owner of Meringue Bakery, and winner of the Food Network’s Season 4 Holiday Baking Championship to present "The Delicious Life"! Trained at the acclaimed Le Cordon Bleu College of Culinary Arts as a baker and pastry chef, Jen began her career as a wedding cake decorator 10 years ago. In that 10 years, Jen has prepared desserts and pastries for large banquets and restaurants, designed specialty dessert lines, and created decadent desserts, confections and cakes for a variety of occasions. Before opening Meringue Bakery, Jen served as head pastry chef at the Waterfront Restaurant and Tavern in La Crosse, Wisconsin.

Hear Jen's story about her skill, passion and talent for her profession and what it took for her to win the Food Network's baking championship. Learn a few tips and tricks (scones and more!) to enhance your own culinary skills, watch some demonstrations, and of course, Q&A at the end of the session! Jen will also be selling some of her decadent delights!



We are very excited to bring together a distinguished panel of your fellow passionate foodie innkeepers to present "Breakfast... A Love Story", because as you all know, the other "B" in our name is Breakfast and what guest doesn't love a wonderfully prepared and presented breakfast!?

Marie Cimino - Westby House Inn, Westby WI
Dee Nierzwicki - Pedal'rs Inn, Wales WI
Kevin Greenlee - Historic District B&B, St. Paul MN

Please join us for this creative presentation and discussion as we talk about cooking/baking, recipes, dietary restrictions, presentation, pairing, products, tips, short-cuts/simplifying kitchen prep, and of course a few demo's and lively Q&A to help insure that at your Inn, the breakfast love story continues for you and your guests!

Open to the Public ~ 50 Tickets Only* ~
Wisconsin Bed & Breakfast Association Presents:

"Let's Talk Breakfast!"

Tuesday, December 4th, 8am-11am
The Radisson Hotel, Hotel Ballroom, Lower Level

We are the Wisconsin Bed & Breakfast Association and 1/2 of our name is BREAKFAST! We invite you to join us for a scrumptious morning to talk all things breakfast with Jen Barney, owner of Meringue Bakery & winner of the Food Network's Season 4 Holiday Baking Championship, & a panel of foodie innkeepers to share their skill and passion!

Information & Registration For The Public Available Here: Purchase Tickets
*Those that have registered and paid to attend the entire conference do NOT need to purchase additional tickets to this event.
*Ticket purchases are through PayPal with your PayPal account or with your Credit Card. You do NOT need a PayPal account to purchase tickets. After purchase is complete, please PRINT your ticket and bring along to the event. No entry without a ticket that has a "PAID" status.



Sunday, December 2, 2018


Aspiring Innkeeper Seminar - Iowa Room, Upper Level

Future Innkeepers get a realistic look at the business of innkeeping from experienced innkeepers and industry professionals.
Seminar Lunch (included) Separate Registration
(details at



Monday, December 3, 2018

Arrive on Monday, December 3rd for learning, fun, networking, vendors, and to take that much needed and well-deserved break!


"Amazing Monday WBBA Q3 Meeting 'Pre-Conference'" - Mississippi Parlor Room

Quadrant 3 will be meeting to discuss a variety of topics. Hors d'oeuvres will be catered and served during the meeting. The cost for drinks/food/room cover fee is $19.95. Please bring cash/check for the $19.95. Make the check out to Chris Cochran. Q3 Attendees please RSVP to Q3 Leader Chris Cochran by November 20th.



Innkeeper Workshops - Wisconsin Rooms #1, #2, #3 - 20 minutes each, from 2-4:30pm -Important information you need to know! Stay & Learn throughout the afternoon & Shop Til You Drop for the newest products and services from our Vendor Partners.

  • Heather Turner, Owner at Forfeng Designs and Media/Marketing Director at PAII (Professional Association of Innkeepers International) will be conducting 20-minute one-one-one appointments to help you with YOUR specific questions/issues on any of the following: Facebook, Pinterest, YouTube, Blogging, General Website Analysis, Competitive Research, Organic SEO, General Review of Marketing Materials, Media Crisis Management, TripAdvisor or other Marketing. Note: Ensure you bring all information to access your accounts (log-in/passwords etc. Bring laptop computer if possible)
  • What Is On Your Mind:  Discuss With Your WBBA Board-of-Directors'
  • Photography For Your Inn: Why It's Important & How, Tom Krueger Photography
  • $$$! Yield Management with E. Scot Fuller-Beatty, ThinkReservations
  • ADA Website Compliance, Audit Score For Your B&B Website and Importance of Policy, Kris Ullmer, PAII
  • Developing Your B&Bs "Elevator Speech", Heather Turner, Owner at Forfeng Designs and Media/Marketing Director at PAII
  • and more...



B&B and Historic Homes Tour, Reception, & Holiday Lights Display

Join us for an evening with some of La Crosse’s historic homes and landmarks while meeting old and new friends! Transportation will be available from the Radisson to start the tour at the breathtaking Castle La Crosse B&B, new to the WBBA membership and built in 1892. The tour will then move on to Le Chateau, a beautiful French cuisine restaurant with a European style atmosphere. Heavy appetizers, a cash bar, and other surprises await you here! While returning to the Radisson after the tours, we will ride through the festive Holiday Lights Display where more than 3 million lights illuminate La Crosse’s Riverside Park. You won’t want to miss this!



Tuesday, December 4, 2018

General sessions, breakout sessions, and vendor mart throughout the day-Important information you need to know!  

Visit Our Vendors - Hotel Ballroom, Lower Level


WELCOME! - Hotel Ballroom, Lower Level

"Let's Talk Breakfast!"


Opening Session- "The Delicious Life"
Presented by Jen Barney, Owner of Meringue Bakery/Food Network Holiday Baking Championship Winner
Hotel Ballroom, Lower Level
Hear Jen's story about her skill, passion and talent for her profession and what it took for her to win the Food Network's baking championship. Learn a few tips and tricks (scones and more!) to enhance your own culinary skills, watch some demonstrations, and of course, Q&A at the end of the session!


Opening Session Panel- "Breakfast... A Love Story"
Presented by Marie Cimino - Westby House Inn, Westby WI, Dee Nierzwicki - Pedal'rs Inn, Wales WI, Kevin Greenlee - Historic District B&B, St. Paul MN
Hotel Ballroom, Lower Level
Who better to talk breakfast and everything that means, than your fellow fooodie innkeepers! Join us as we talk about cooking/baking, recipes, dietary restrictions, presentation, pairing, products, tips, short-cuts/simplifying kitchen prep, and more!  A few demo's and of course lively Q&A!


Visit Our Vendors, Hotel Ballroom, Lower Level


General  Session- "The Future of Midwest Innkeeping in the World of Google, OTA's & Airbnb"
Presented by: Heather Turner, Marketing Director at PAII & Owner Forfeng Designs/Media, Kris Ullmer, Executive Director at PAII,  and Kent Schnepp, CEO, Odysys
Hotel Ballroom, Lower Level
A powerful presentation that you need to hear, learning the nuts & bolts and recent legislative action/updates as our innkeeping world deals with Google, OTA's, & Airbnb.  How are we promoting and helping direct bookings and why is this important and how can we work together for a profitable and hospitable future together.



WBBA Members Only - WBBA Annual Meeting & Working Lunch - Hotel Foyer, Wisconsin Room #1, #2, #3

We may not have the big bucks of Airbnb or the global footprint of boutique hotel chains, but we have a superpower of our own and it’s called integrated marketing. Learn how the WBBA plan hugely amplifies the brand voice with a new website, social media, public relations, database marketing, collateral, promotions, adwords, analytics and more. Here’s to getting more people to “seek the unique” in Wisconsin. This is happening! And our normal meeting agenda follows.

Out of State/Non-Member Attendees - Rooms are reserved for your meeting needs!


Breakout Sessions

Option 1:  "The Five-Star Experience: Elevating Guest Communications"
Presented by E Scot Fuller-Beatty, ThinkReservations
Minnesota Room, Upper Level
The guest communication landscape has changed. With over 80% of lodging reservations being made online, it is vital to have solid communication operations in place for your business to survive. New technology has enabled us to now have the ability to communicate with guests in a personal, yet often automated, manner. Join E Scot Fuller-Beatty, Sr. Account Manager at ThinkReservations and Innkeeper/Owner of The Chadwick Bed & Breakfast in Portland, Maine, as he teaches, step-by-step how you can start to implement the tools that will help your customers find you and keep coming back for more!


Option 2:  "Data Defense for Innkeepers: Protecting Your Data"
Presented by Wynn Salisch, Casablanca Ventures
Iowa Room, Upper Level

Data security is confusing to almost everyone and fighting the constantly emerging threats can feel a lot like playing an unending game of whack-a-mole. This session will finally explain, in plain English, the meaning and implication of terms like PCI, EMV, GDPR, encryption, and tokenization mean; how to better secure your property's data infrastructure to prevent costly breaches; how to deal with the dangers of ransomware; and what you can do now to protect your business, your guests, your family and yourself from hackers, phishers, extortionists, and other cyber miscreants especially in the wake of the massive Equifax and similar breaches.

The information included applies to and is valuable for everyone at all levels. Even managers who don’t control their inn’s IT functions will find the presentation valuable in how it explains best practices for protecting sensitive financial and personal data from vulnerabilities both at the inn and at home.

Questions from the audience are encouraged throughout this interactive session and attendees leave with a newfound understanding of cybersecurity and associated best practices.


Option 3:  "Tricks of the Trade that lead to Effective Engagement with Government"
Presented by Nancy Mistele, Director of the Department of Administration
Illionois Room, Upper Level

How do you spell R-E-L-I-E-F from government rules & regulations?  Attend this event to find out!

It’s no secret that interactions with government regulators often lead to frustration and our presenter, Nancy Mistele, has experience on both sides of that coin. Most of her career has been in private sector (regulated) business and for the last 6 years she has been a Director in the Office of Business Development for the State of Wisconsin.  

Her presentation is a combination of sharing real life experiences of those that have sought her help and tips to level the playing field (and produce better results) when you encounter government agents.  

If you’ve ever needed help solving problems, getting answers or reducing red tape encounters with government then this program is for you!   Attend and learn why this office is a must addition to your contacts list!


General Session - "Google Ads, WBBA & You"
Presented by Jeff Logan, Logan Marketing
Wisconsin Room #1, #2, & #3

In 2019 WBBA will be focusing marketing towards Google Ads (formerly Google Adwords).  With this new direction the goal is to being 1,000's of more users to the site that are highly targeted to stay at your inn.  In our presentation we will discuss how this will be done, how we will show results and our expectations.
We will also cover how you as an individual inn can use Google Ads to help your own business.


Vendors, Beverages, Food Stations, Raffle, Networkin, & Fun - Hotel Ballroom, Lower Level

In lieu of the traditional Grand Banquet, this year we will have food stations in the Vendor Mart Ballroom area. Enjoy a wide variety of delicious foods while you mix and mingle with innkeepers and our vendor partners (and continue with your shopping!) And more surprises await!

The WBBA also welcomes Secretary Stephanie Klett, Wisconsin Department of Tourism. If you’re having fun, Stephanie Klett is having fun! Stephanie will open up our evening festivities with a warm welcome before the meal. Say hello and talk about all things Wisconsin!



Wednesday, December 5, 2018

General sessions, breakout sessions, and vendor mart throughout the day-Important information you need to know!


General Session- "Your New WBBA Website"
Presented by Patricia McCauley, InsideOut Solutions
Hotel Ballroom, Lower Level
Come and learn all about your new WBBA website from Patricia McCauley, President, Inside/Out Solutions, an integrated marketing company that has specialized in Bed & Breakfast marketing for over 20 years. Learn why it is not enough to just have an attractively designed website, but one that also produces Marketing Results.  The expert team at Inside/Out Solutions worked  with current marketing trends to give the a positive visitor and member experience and creating that necessary balance for successful search placement, and keeping Google algorithms in mind.

Pat will show you all the latest changes and improvements and how this will bring heads-on-beds for you.

"Your New WBBA Website - Part 2"
Presented by E. Scot Fuller-Beatty & Dannah Moore, ThinkReservations/ThinkOrgnaizations
Hotel Ballroom, Lower Level
As part of the new website, our partners at ThinkReservations/ThinkOrganizations will show you, in detail, the new Consolidated Availability Calendar and Gift Certificate Program. This improvement of ease and function will help bring visitors to your inn.



Dedicated Trade Show - Hotel Ballroom, Lower Level

No other events are scheduled so innkeepers and vendors have each other’s undivided attention or to finish up business from the previous days.



Industry Vendor Program - Hotel Ballroom, Lower Level

Lunch, Vendor Showcase, & Raffle drawings


Roundtable Discussions & Q&A


Register Now!


------------Below are our 2018 Innkeeper Trade Show Vendors------------

The Wisconsin Bed & Breakfast Association Thanks Our PLATINUM & ELITE Sponsors and ALL Our Vendor Partners for Their Support In Our 30th Annual Conference and Innkeeper Trade Show!




E. Scot Fuller-Beatty - Senior Account Manager
Dannah Moore - Senior Account Manager
1700 7th Ave Ste 116 #173
Seattle, WA 98101


ThinkReservations provides a fast, professional, and comprehensive platform for your business. With a unique ecosystem of proven business management solutions, integrated payment processing, world-class support, and DIRECT connectivity with channels such as, Expedia, TripAdvisor,, and Airbnb. ThinkReservations is ready to unify, automate, and make every part of your business more profitable and productive.




Casablanca Ventures
Wynn Salisch - Principal
245 West 104th Street #4E
New York, NY 10025


Casablanca Ventures was founded nearly 20 years ago by a veteran innkeeper and payments professional to help his fellow innkeepers reduce their credit card processing costs, get better service and technology, and protect their data. Innkeepers come to us when they are fed up with the high costs, double-speak, confusing terminology, unpleasant surprises, and lack of responsive and caring professionals in the payment business. Casablanca's help is always completely free and without obligation.


InsideOut Solutions
Patricia McCauley - President
1271 3 Crabs Rd.
Sequim, WA 98382
360-683-5774 or 800-500-8401

InsideOut Solutions has over 23 years experience in the Bed & Breakfast industry marketing B&B properties across the country. With over 400 clients, we know the hospitality industry and what it takes to make your B&B successful. InsideOut has proudly designed and developed the last two WBBA websites and look forward to our continued partnership with our newest WBBA website launched at this conference. InsideOut taking care of B&B websites since 1995.


Kent Schnepp - CEO
231 SW Scalehouse Loop
Bend, OR 97702


Odysys helps hoteliers and innkeepers get more direct bookings. Publish a beautiful, mobile-friendly website that drives conversions. Accept online reservations with a seamless, responsive booking engine. Increase your digital reach with simple but powerful SEO tools. Easily post to your social media accounts, right from the Odysys platform. Track your SEO performance, ROI, and see how you compare to your competitors.


Verlo Mattress - Commercial Sleep
Bobby Cleveland - Commercial Sleep Manager
301 N Broadway, Suite 300
Milwaukee, WI 53202

Travelers have consistently identified sleep as an essential part of their hospitality experience. The quality of mattress you choose for your property will directly impact every single guest experience. Verlo is partnering with properties to create world-class sleeping environments. As guests expect more from hospitality properties, we can help you deliver beyond those expectations. - Build new revenue streams - Increase brand consistency - Get longer returns on your investment - Financing available!



Association of Independent Hospitality Professionals

Robert Fulton
John Gresley
204 Mapleton Drive, Harrisburg, PA 17112

The Association of Independent Hospitality Professionals exists to promote and support the sustainability of small lodging hospitality establishments in a changing environment through networking, advocacy, professional development and progressive business practice. We love innkeeping! We want to provide the best experiences and memories for our guests. We love the generous friends associated with hospitality, and, we love the thought-provoking conversations, learning and fun that come from our community. AIHP is a non-profit association with a membership elected board of directors.


Katie Reynolds - Business Development Specialist
Kim Frome - National Sales Representative
1400 East Ash Street
PO Box 432
Abbotsford, WI 54405
800-678-5423 x230


DI, LLC is an exceptional manufacturer of window and bed treatments for the hospitality/healthcare division.


Deneen Pottery
Niles Deneen - Owner
2325 Endicott Street
St. Paul, MN  55114
888-646-0238, 651-646-0238 


Deneen Pottery was established in 1972 and to this day continues to be the premier producer of handmade logo mugs.  Our products celebrate our heritage, our sense of community, and our customers.  We’re proud to be manufacturing handmade stoneware in the USA. All of our stoneware is lead free and safe for the microwave, dishwasher, oven, and freezer. While each item is uniform in size and shape, a master potter creates every piece on a wheel, which makes it unique.


Get Heads In Beds
Randy Bangs - Managing Partner
Tom Krueger - Tom Krueger Photography
521 Grant Street
Wausau, WI  54403

Get Heads in Beds is a B&B marketing consulting firm that helps you grow your business and teaches you how to sustain that growth for years to come. We charge no upfront fees and only collect if we grow your buisness more than $10,000. We have worked with multiple BnB's throughout Wisconsin and successfully increased each client's revenue more than 50%. Make your B&B a saleable assest and start running the successful business you envisioned! Hire Get Heads in Beds today!


Logan Marketing  
Jeff Logan - Marketing Evangelist
9509 North Town Drive
Bainbridge Island, WA  98110


Since 1994, Jeff Logan of Logan Marketing has been working with innkeepers to improve their online presence. We have developed more websites for Wisconsin inns than any other company. This year will be our 14th year at your conference and we are excited to see old friends and make new ones. Please come and see us at our booth to discuss your website and marketing needs.


Kathy Wolf - Independent Sales Consultant
24850 County Hwy A
Tomah, WI 54660


The Norwex Movement is a global community working to effect change by reducing the chemicals and waste that challenge the health of our environment. Families live happier, healthier lives as we create safe havens by radically reducing chemicals in our homes with simple, cost-effective solutions that truly work.


Professional Association Innkeepers International  (PAII)
Kris Ullmer - Executive Director
Heather Turner - Marketing Director / Owner of Forfeng Designs and Media (
Merrill, WI  54452 


We get innkeeping ... and innkeepers get the latest news on industry trends delivered right to their inbox every week. Whether the quick-read News You Can Use or expanded coverage of innkeeping topics in the Member's Monthly or quarterly Innkeeping NOW e-magazines, we curate the collective wisdom and deliver it to you. Interact with our industry's tech, marketing, and business leaders at our live webinars 2-4 times a month, and at your convenience, view any webinar or publication in the PAII library. Your issues are our issues - we advocate for a 'level playing field' among all lodging options. Amplify your voice by joining innkeepers and industry partners throughout the country in the largest, well-established innkeeper's association.

In addition, Forfeng Designs and Media specializes in training businesses, business groups and associations, in how social media works, what to do with and how to market with it properly. They offer hospitality consulting and some graphic design and photography services as they go hand in hand with the set-up and continued marketing of social media.


Security State Insurance
Shawn Hankel - Agent
PO Box 347
Aitkin, MN  56431


•Industry specific insurance packages. •Independent agency with multiple carrier options. •Exceptional customer service. •Experienced and knowledgeable staff.


Shaklee Vitalizer and Get Clean
Brit Schoeneberg - Owner/Shaklee Distributor
130 N. Franklin St.
Poynette, WI 53955


Shaklee, the original Wellness company, and the original Green Company, since 1956.


Wisconsin Department of Tourism
Jeff Anderson - Regional Tourism Specialist  
P.O. Box 735
Waupaca, WI  54981
715-492-0264 (consumer) (industry partners)


When you're having fun, our visitors are having fun. Fun is not only the #1 travel motivator, it also feeds the soul and boosts the Wisconsin economy in a big way. Does it take a certain type of person to choose hospitality for their life's work? Absolutely. And we honor that dedication with programs designed to help you do what you do best and do more of it.


YB Urban? Creative Homestead
Angie Esler-Whelan - Owner/Creative
Morgan Cook - Sales Rep
W4650 430th Ave
Ellsworth, WI  54011

We're bringing you natural, handcrafted body & hair care amenities from our farm in Western Wisconsin. Low minimums, mix-n-match scent pairings, and multiple size options available for guest rooms & gift shops. Private labeling available.



Thank you to our following Virtual Vendors:

Comphy Company
Pamela Dujmovich
7034 Portal Way, #110
Ferndale, WA 98248


Luxury. Quality. Durability. Service.  We are proud to be the leading provider of massage linens to the spa world, and now the benefits of our luxurious fabrics are available for your home.  Comphy products were developed specifically for spa and offer the best in durability, sustainability, design and quality.  In addition, Comphy is known for excellent customized service.  Most importantly, Comphy linens live up to their name.  The inndescribably soft feel of the high-performance, superior quality microfiber is comparable to 600 thread count sheets.


Jill Beck
24040 Camino del Avion, Ste A-188
Monarch Beach, CA 92629



Kickapoo Coffee Roasters                                                                                                                                                                     
1201 N. Main Street, Suite 10
Viroqua, WI  54665



The B&B Team
Peter Scherman - 434-286-4600 -
Rick Wolf - 207-967-1995 -
P.O. Box 399
Scottsville, VA  24590


We are The B&B Team®. If you want to purchase a bed and breakfast inn, learn about starting a bed and breakfast, or you are an innkeeper looking to sell your inn or grow your business, we want to talk to you about our inn broker & consulting services. We are a diverse group of experienced professionals, who also happen to be friends, with one mission: to help you reach your personal and financial goals in the Innkeeping industry. As licensed real estate brokers and Innkeeping consultants with offices in several states, The B&B Team® helps you achieve the success you deserve nationwide.


Torke Coffee
Aaron Guenther
3455 Paine Ave
Sheboygan, WI 53081



Turkish Towel Company                                                                                                                                                                       
Twyla Sickmiller
30 Log Bridge Road, Building 300 Suite 302
Middleton, MA 01949


Quality that never goes out of style - that's what The Turkish Towel Company's all about. We are the manufacturers, with no middle man, of REAL Turkish Cotton towels and robes. Known also for our customer service to the inns and boutique hotels throughout the USA. When only the finest Turkish Cotton Towels and bathrobes will do, then it's the Turkish Towel Company, manufacturers themselves that you want to use.




The WBBA would also like to thank:


For conference planning and assistance:

La Crosse County Convention & Visitors Bureau
Dana Ecker - Director of Convention Sales
410 Veterans Memorial Drive
La Crosse, WI 54601


University of Wisconsin La Crosse Tourism Research Institute
Dan Plunkett, Ph.D. - Director, Assistant Professor
1725 State Street
La Crosse, WI 54601





Keep checking back for updates as conference time approaches!


Winter Radisson La Crosse

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