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'Sorry you missed it! We had a great time and we'll be doing this again in 2016.  Watch this page for updates!

East or West - B&Bs Are Best!

November 8-10, 2015
Holiday Inn South I-94
4751 Owen Ayres Court Eau Claire, WI  54701
call 715-830-9889 for the "B&B Conference" rate of $99.95 (double occupancy)

What's new for 2015?

NEW for 2015: TRADE SHOW time increased!
You've asked for it!  Innkeeper attendees will have more time with their industry partners – the businesses that provide the products & services for managing the inn, guest amenities, etc. - at our expanded TRADE SHOW hours.

On Monday November 9, our conference space allows up to 15 industry vendor partners to ‘open for business’ a day early.

On Tuesday November 10, our TRADE SHOW dedicated space accommodates a total of about 40 industry vendor partners - and we welcomed 40 businesses at our 2014 conference.  

During the Tuesday TRADE SHOW, no other events are scheduled from 8 am to 12 pm – so innkeepers and vendors have each other’s undivided attention!

Lunch immediately follows with the Industry Vendor Program:  each briefly introduces their business and (if they participated) draws the winning business card from those collected at their booth.

Trade Show Registration  (for exhibitors)

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

We warmly welcome The B&B Team, lead by Rick Wolf and Peter Scherman, back to Wisconsin. Rick & Peter joined us at our 2010 conference, and it's time to get an update on the guest trends and operational insights from their experience and perspective.  The B&B Team's mission is to assist innkeepers and future innkeepers in reaching your personal and financial goals in the Innkeeping industry.  Whether you are looking to purchase an inn, sell your inn, or maximize your efficiency, marketing, and operations, Rick and Peter will speak with experience as innkeepers, brokers, and consultants.

Q4LAUNCH is joining us for the first time. We've seen the lines for their sessions at the national PAII (Professional Association Innkeepers International) conferences - and we now know why! Matt Bare will present the 'technical' stuff in an understandable way, and attendees will be able to indivudualize / adapt the information for their B&B.


Sunday November 8, 2015
8:00-4:00  Aspiring Innkeeper Seminar
Future Innkeepers get a realistic look at the business of innkeeping from experienced innkeepers and industry professionals.

12:00  Seminar Lunch (included) Separate Registration
(details at

12:00—4:00 What’s New / Top Tech Trends / Solving Your Marketing Challenges
  3-part seminar presented by—Janice Hurley Hollis & Ben Joseph/RezOvation
  (no additional fee, includes lunch, advance registration required)
12:45-1:15pm What's new at Janice Hurley Hollis, In-Market Strategic Sales Executive, Hear from past innkeeper and newly returned member of Janice Hurley, and get an update on what we've accomplished in 2014 and what's coming down the pipeline in 2015.

1:30-2:15pm Solving your five greatest marketing challenges
Janice Hurley Hollis, In-Market Strategic Sales Executive, In a recent survey, over 400 innkeepers let us know their biggest marketing challenges. We will present practical solutions for the top five: planning your social media strategy, tracking return on investment, working with OTAs, understanding SEO, and perfecting your photos.

2:30-4:00pm Top trends in technology and what's new with RezOvation
Chris Noonan, Sales Manager, RezOvation Software
Learn the latest in reservation, booking and occupancy trends and technology and travel trends. Walk away from this session with a broad awareness of guest booking tendencies, including the ratio of reservations made online vs. offline, the time of day when reservations are made, and many more statistics.
5:00-9:00 TOUR & DINNER:  Bus departs from Holiday Inn promptly at 5:00 for the Leinenkugel Brewery,   Chippewa Falls, where you’ll enjoy appetizers, a brewery tour, sampling of 5-varieties of beer, and a Famous Dave’s BBQ catered dinner.  ($40 additional fee, advance registration required))

6:00-9:00 WELCOME MIXER Cash Bar: 6 pm—9 pm (Arrive anytime)
  Meet in the hotel cocktail lounge to make new or renew innkeeper friendships

Monday November 9th

 8:00-9:45       WELCOME!

  General Session:  The B&B Team—Rick Wolf and Peter Scherman
How to gain guest loyalty from millennials to boomers

Inns that are adapting to changing customer profiles are enjoying the benefits of a growing and more affluent millennial clientele who are seeking experiences as a part of their stay. We have been speaking about the importance of appealing to younger generations for years and have seen the positive impact on the bottom line that this focus has delivered to those innkeepers who have embraced the younger generations.

 8:00—  Early Trade Show Exhibits

10:00-12:00    Wisconsin Bed & Breakfast Association Membership Meeting

10:00-12:00 Minnesota Bed & Breakfast Association Membership Meeting

12:00-2:00 LUNCH … all together again

        General Session: The B&B Team—Rick Wolf and Peter Scherman
  Complete the Package: Branding your inn for maximum loyalty

  We all know about great brands. Nike, FedEx, Coca Cola. But Innkeepers often don’t consider the brand of   their inn. But an inn’s brand is their biggest asset and is a critical part of generating guest loyalty. By under  standing the five essential elements of successful brands, whether large or small, innkeepers should learn   how to develop their own distinctive brand.

2:15-3:15 Breakout Sessions

  1. 7 Strategies to Increase Traffic to Your Website. Q4Launch—Matt Bare
  If putting more heads in beds is a priority of yours, then increasing traffic to your website    needs to be a priority, as well!   This interactive session includes a workbook to fill in your   own data. We’ll discuss familiar  topics like email marketing & blogging, while other less familiar strategies   center around goal setting and measuring the success of your traffic-driving strategies. ROOM:  NAPLES
  2. B&B Insurance: What you need to know ... NOW. 
  The Tiffany Agency, Dave Tiffany—Career Agent, Tammara Tiffany
  B&B insurance is custom built to cover the risks of YOUR B&B.  What impacts your premium? How is    property valued? What’s the magical 80%?  Must you have Workers Comp? Safety & Risks—how to    think like an insurance underwriter!  ROOM: GLOBE U

  3. EMV/Chip Cards: Your questions answered.  Velocity Payment Systems, Dave Allen
  What’s it all about? How does the chip make a card more secure? What about the ‘transfer’ of liability to the   merchant from the processor? How does this affect my business? Is new equipment required? ROOM: MILAN
  4. It's all in the FOLD - Towel and Napkin folding.  Turkish Towel Company, Twyla Sickmiller
  Come prepared to have some fun and have a "hands on" experience while learning some new ways to fold   your towels and even your table napkins for a "Pizzaz" of presentation at your inn. You will leave this work   shop with not only instructions, but a sense of accomplishment in adding to the look of your inn. 
  5. Yield Management Techniques to Automate the Back Office.  Think Reservations, Richard Aday
  Just as passengers on the plane booked at various rates, so may guests at your breakfast table.
  ‘Yield management’ maximizes revenue and profits by understanding guest/customer behavior and how to   manage your rates.  ROOM:  GLOBE U

3:30-4:40 1. Innkeepers exit strategy – will you be ready? The B&B Team-Rick Wolf and Peter Scherman   Innkeepers always ask about what their inn is worth and how to plan to sell one day. Having an effective exit   strategy requires understanding what goes into preparing yourself for that eventuality. By running your
  busi ness every day for maximum value and understanding the importance of the marketplace, innkeepers   can plan for the future and understand what can impact their exit. ROOM: FLORENCE

  2. 5 Ways to WIN on Trip Advisor. Q4 Launch-Matt Bare
  How can you increase the amount of 5-star reviews your inn receives?  How to evaluate if you should
  continue with a TA business listing, how to negotiate your TA business listing, how to calculate your TA ROI,   etc.  The TripAdvisor game is ever-changing, so Matt keeps the presentation a bit fluid to account for any    new trends.  ROOM:  NAPLES

  3. Creative Scone Making--Let's Have Some Fun. 
  Victorian House Scones - Deb Anderson, The Scone Lady
  We're going to have a hands on session on how to take a basic mix (or recipe)--and use that to create any   number of flavors.  We'll discuss substitutions, additions, what works (and what doesn't!), and how to
  ultimately make this all effortless.  Since this is truly hands on--we'll bake off our efforts and share the results!

  4. 10 Easy Items for Innkeeper Internet Marketing  Jeff Logan—Jeff Logan Proactive 
  Want to know 10 easy items to keep ahead of your fellow B&B innkeeper?  We will show you 10 things you   can do in just a few hours to stay ahead of the curve.  Learn how to blog better, get more reviews, track 90%   of where all your bookings come from, see if TripAdvisor works for you, setup telephone tracking and so    much more.  You can (finally) benefit from the medical conglomerate:  We have been working for the past   four years with high-end medical practices for their marketing.  These offices have large budgets and we will   show you what they have been doing for online success!  ROOM:  GLOBE U

  5.  Your Unique Property Deserves to be Discovered .
  Stephanie Ma & George Yfantidis
  To achieve ‘heads on beds’,  tips for managing your OTA presence will maximize your results while
  minimizing your cost and time commitment.  ROOM:  GLOBE U

1. 10 Mistakes you might be making that can cost you money The B&B Team
  Some of the most important pieces of a successful inn business are often small things that   are easily over looked. From what seem the most obvious to others that are harder to grasp, success comes   from paying attention to ALL the details! What are YOU doing that might be costing you business? 
  2.  How to Get the most from the WBBA Website  InsideOut Solutions, Pat McCauley President   You joined WBBA for education, advocacy, and marketing;  WBBA’s most valuable marketing tool is its    website.  We will show you how to use the site and what you should do to get the most out of the site. There   are many opportunities to become more visible and generate more visits to your site. We will show you how.

  3.  ThinkReservations— Richard Aday
  ThinkReservations gives you the tools to increase revenue. Upsell items to your customers while giving them   an easy booking experience.  "Easy" applies to innkeepers too: many tasks - confirmation, reminder, follow-  up emails are automated, and ThinkReservations has integrated with TripAdvisor and so that   rate and availability information is automatically and seemlessly synchronized between all systems.  We're   based on the cloud so you can access your data anywhere, anytime, and on any device - and we make daily   backups. We'll answer your ThinkReservations questions in this session!  ROOM:  GLOBE U
  4.  How Do Guests View Your Property Online?  SpinVision
  A picture says a thousand words … imagine what a VIDEO can say about your B&B!  You’ve heard that
  VIDEO enhances your website and provides the potential guest an experience even before they arrive...your   inn stands out.   Professional quality views & tours—inside and out—of your B&B are what we do.
  5.  Bookkeeping Basics for B&B Owners
  Doug Schluter CPA / Innkeeper Historic Hutchinson House B&B
  From start-up to operations to eventual sale, your bookkeeping practices can hinder or enhance your    business and profitabiity. We’ll explore the entity options (LLC, sole proprietor, corp, etc )  bookkeeping
  system options, reporting expenses, taxation, depreciation … and more.  ROOM:  GLOBE U
5:45  Social / Cash Bar


 Tuesday November 11th

8:00-12:00  TRADE SHOW

12:00-1:00 LUNCH & Vendor Showcase

1:30-3:30 Innkeeper Round Tables
  You bring the topic, we’ll have the signs!

 3:30        Adjourn


Register / make payment for this event at the WBBA Store

Printout & send this Registration form to OR .
You may also accompany your registration with payment by check.






You'll shop, visit, and learn from these businesses at the 2015 Innkeeper Trade Show!

Amazing Innkeeper Relief & InnTemps
Daloha Burchell  5022 Violet Lane Madison, WI 53714   414-840-8693 

Inn Temps Inc - Sharon Bromen  20969 152nd St NW, Elk River MN 55330

We are professional interim innkeepers who will take care of your inn and your guests when you have a family event to attend or just need to get away so you can continue to love what you do and do what you love.
MBBA & WBBA thank Inn Temps Inc & Amazing Innkeeper Relief for the Gift basket including a gift certificate toward a 5-7 day assignment for the trade show drawing.

Association of Independent Hospitality Professionals
William Murray
PO Box 23105   Hilton Head Island, SC 29925-3105 
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.
MBBA & WBBA thank you for the complimentary 12 month membership to the Association of Independent Hospitality Professionals for the trade show drawing.



The B&B Team
Rick Wolf
Peter Scherman
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. W 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.

Janice Hurley 512.496.9930 (mobile)
1011 W Fifth Street, Suite 300  Austin TX 70703 is the most comprehensive global site for inspiring, planning and booking B&B travel. With more than 12,000 properties worldwide and nearly 75,000 rooms, helps travelers find the perfect B&B through detailed descriptions,  photos, and consumer reviews. also allows travelers to give the gift of a getaway with the Getaway Gift Card, welcomed at nearly 4,000 B&Bs in the United States and Canada, with no restrictions or blackout dates. (USA) Inc.
Stephanie Ma
200 W Madison St, Ste 1450
Chicago, IL  60606 Phone: 312-279-8503 currently brings business to 611 properties in Wisconsin, with 525,000 properties worldwide. We are the world’s largest accommodation's website, offering global exposure to our partners in a scalable, personalized, and flexible format for properties of all sizes.  Translated into 42 languages, the site books over 700,000 room nights every 24 hours.  Over 8,000 people worldwide are dedicated to serving's customers and partners with dedicated account managers for each property.


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

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.
MBBA & WBBA thank you for the set of four Deneen Pottery mugs for the Trade Show drawing.


DI, LLC - Decorator Industries
Amber Marion, Katie Reynolds  1400 East Ash Street, Abbottsford WI 54405
We have been a manufacturer of custom crafted interior furnishing products - window treatments, top-of-bed goods, and accessories - since 1953. In the six decades since then, we have grown into a world-leading manufacturer that supplies high quality custom made decor products for the hospitality and, most recently, the healthcare industry. Combining that history with a dedicated commitment to our customers, our responsive customer service department provides you with the exceptional results you demand to complete your project.



InsideOut Solutions
Pat McCauley 1271 Three Crabs Road, Sequim WA 98382 
360-683-5774 Web: 
For over 19 years, InsideOut Solutions has been the leading provider of Internet Marketing for the B&B industry. We build Websites, provide SEO Services and Social Media Marketing.Our goal is always to exceed the expectations of our clients.
MBBA & WBBA thank Pat for the $50 Amazon gift card for the Trade Show drawing.


Jeff Logan Proactive  
Jeff Logan  9509 North Town Drive, Bainbridge Island, WA  98110
A seasoned specialist and presenter on Search Engine Marketing (SEO), Social Media, Google, Wordpress and Internet Marketing, Jeff helps you get online bookings & shows you how to track every penny you make from them back to the source. Discover how to get reviews in the locations vital to the success of your online marketing efforts. For 19 years, Jeff has worked with innkeepers from across the nation—more than 900 B&Bs—and with 22 lodging associations.


Minky Pillow Cases by Vonnie Rae
Vonnie Folsom  763-757-3838
2608 Rivers Bluff Lane, Anoka MN  55303
Queen size pillowcases made of Minky fabric (softer than mink) are luxuriously soft and sensual, pampering to your skin and hair, cooler to sleep on than cotton, yet cozy.  These beautiful pillowcases are very practical too - made of highly spun polyester microfiber, whites stay white and colors never fade, and the highest quality cotton trim holds up beautifully through innumerable cycles through the laundry - and stains are no threat.
MBBA & WBBA thank Vonnie for the pair of white-in-white queen size white Minky Pillow Cases by Vonnie Rae for the trade show drawing.


Donna Klausen  817 S. Ridge Lane, Appleton WI  54911
920-419-0412  Email:  Web:

Specializing in transforming traditional products into a gluten free indulgence that allows the consumer to enliven appetizers, entrees, and desserts.  Understanding our products and pushing them beyond conventional use is what Mudd Creek is all about.  You’ll like the simplicity.  You’ll love the diversity.


Terri Cook, Julie Pangallo 720 Bluff St. Red Wing, MN 55066

Norwex is changing the world. A leader in microfiber technology, Norwex proudly boasts that our cloths and water can pick up to 99% of the bacteria from a surface. Our floor cleaning systems and household cleaning products can save you half your cleaning time and can cut your cleaning budget by up to 90%. We are leading the way in eliminating plastic waste with our reusable convenience items. Stop by our booth and see how we can help you.
MBBA & WBBA thank Toni for the Norwex Produce Package -
reusable produce storage bags to keep your fruits & veggies 3-5 times longer, for the Trade Show drawing. 



Professional Association Innkeepers International (PAII)
Kris Ullmer, Executive Director  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 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.
MBBA & WBBA thank PAII for the 1-year Professional Innkeeper Membership (a $219 value) for the Trade Show drawing.



Matt Bare 359 E Wando Place Dr., Mt Pleasant, SC 29464 

Q4Launch specializes in destination marketing - our sole focus is on the outcome – putting more heads in beds!  Our integrated marketing approach produces a healthy ROI time after time, and we're obsessed with providing great customer service. We take care of the entire process of website design, content creation, lead generation, social media management, SEO, email marketing ... and more.


RezOvation by HomeAway Software
Chris Noonan
1011 West 5th Street, Suite 300 Austin TX 78703
RezOvation Web, The Most Powerful and preferred Web-based Innkeeper Software, helps you manage every aspect of your Inn.
MBBA & WBBA thanks you for the $100 Amazon Gift Card for the Trade Show Drawing.

The Shaklee Center
Brit Schoeneberg 130
N Franklin St., Poynette WI  53955
608-635-2177  888-859-8298
Shaklee, Nature Inspired. At Shaklee we strive to create the most pure, natural, and effective products that help make you healthier on the inside and out.  Use them to have a healthier life.  Tell other innkeepers and friends to generate a healthier income.
MBBA & WBBA thank Shaklee for providing Shaklee Shaklee Get Clean Water Pitcher with 1 Filter for the trade-show drawing.


Sheets Galore
Dale Hellickson, Kris Hellickson  2419
Serenity Drive, St Cloud MN 56301
Enjoy a cool, comfortable night's sleep with our silky soft, luxurious finish sheets made from high strength brushed microfiber yarns. These sheets are wrinkle free, will not pill, shrink or fade and get even softer the more you wash them.  Our customers keep telling us, "I love my sheets!". 
MBBA & WBBA thank Sheets Galore for the Queen size sheet set including top & bottom sheets, 2 pillowcases for the Trade Show drawing.


Jonathan Leuthe   
800 Wisconsin Street, Suite #418, Mailbox #34 
Eau Claire, WI 54703 612-715-969
"SpinVision® specializes in custom virtual tour, aerial and video technology with advanced online & mobile marketing tools for real estate, business & tourism industries.  MBBA & WBBA thanks SpinVision for the free aerial photo & aerial video upgrade with any virtual tour package - simply stunning and valued at $395, for the Trade Show drawing. Conference bags sponsored by SpinVistion - thanks!


Sunset Hill Stoneware 
Shelly Bauer Sandra Guiley 
1416 South Commercial St, Neenah WI  54956
Beautify your inn with Sunset Hill Stoneware! Our one-of-a-kind Signature Stoneware™ pieces are handcrafted by Wisconsin artisans and act as a lasting memory for your guests. Utilize at the breakfast table — or re-sell for a profit as a lasting souvenir for your guests!
MBBA & WBBA thank Sunset HIll Stoneware for the gift for the Trade Show drawing.


Richard Aday, Alfred Aday PO BOX 95438 Seattle, WA 98145 
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 and TripAdvisor, ThinkReservations is ready to unify, automate and make every part of your business more profitable and productive.

WBBA & MBBA thank Think Reservations for sponsoring our Conference Bags!

The Tiffany Agency, Inc.
David Tiffany, Tammara Tiffany   
W2745 County Road D, Elkhorn  WI  53121
Insurance Services – all lines.WBBA thanks Dave Tiffany for presenting “B&B Insurance – What You Should Know” at WBBA’s Aspiring Innkeeper Seminars


Turkish Towel Company
Twyla Sickmiller 336-783-7588
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.  Be sure to check us out! Contact for wholesale pricing.

Velocity Payment Systems
David Allen 4215 Enterprise Circle, Duluth MN 55811
Phone:  218-727-2203  d    Web:

Velocity Payment Systems is endorsed by the WBBA as the recommended provider of credit card processing for WBBA members.  VPS has extensive knowledge and experience in the lodging industry. The VPS / WBBA rate and fee structure gives WBBA members the lowest cost processing in the industry. 
MBBA & WBBA recognizes Velocity Payment Systems as a valued Business Associate Member

Victorian House Scones
Debbie Anderson, John Anderson   PO Box 8094, Lafayette, IN  47904
MBBA & WBBA thank 'the scone lady' for the Deneen Mug with Victorian House Scones logo with a bag of mix for the Trade Show drawing.



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