Phil Castle, The Business Times

Dusti Reimer believes Western Colorado marketing and communications specialists — and business owners and managers, for that matter — deserve a conference that’s convenient and affordable to attend.

It’s what inspired Reimer to join in efforts to stage a conference in Grand Junction and what’s motivated her to bring the event back on an annual basis. “I think our people are worth it.”

The third version of the Initiate Conference is set for Feb. 24 and 25 at the DoubleTree by Hilton Hotel. The conference will include keynote speakers, breakout sessions and panel discussions. That’s not to mention what’s billed as creative sessions. “We are bringing back the puppies,” Reimer said.

Reimer owns Elevate PR and Marketing in Grand Junction and also founded the Experience Education Foundation to stage the conference.

In 2018, she was among a group of professionals complaining about the travel and expense involved with attending conferences. She said they decided on an alternative. “Why don’t we just bring it here?”

The first Initiate Conference was held in 2019, and a second event followed in 2020. The conference was canceled in 2021 because of the COVID-19 pandemic, but is scheduled to return in February.

The story about the origin of the conference remains relevant, Reimer said, as efforts continue to support marketing and communications professionals and other business leaders in the region. The overall goal also remains the same, she said: to inform, inspire and energize participants as well nurture relationships among them.

Storytelling and relationships remain at the core of marketing and communications even as strategies and techniques change, she added. “For me, it’s the relationship piece. It’s building that connection.”

The upcoming Initiate Conference is scheduled to begin at 8:45 a.m. Feb. 24 with an opening talk followed by a two-hour keynote presentation by Mark Montini, chief marketing officer of  Premium Service Brands.

Reimer said Montini has worked over his career with companies, nonprofits and political campaigns. He’s known for his disruptive leadership system and efforts to help companies and individuals reach their potential through value-creating innovations.

A 45-minute creative session will include puppies from Harmony Animal Matchmaker and Sanctuary.

The lunch presentation will feature Josh Lewis, one of the primary public information and social media officers with the Colorado State Patrol. Lewis is known for his humorous and informative videos promoting safe driving habits.

On the afternoon of Feb. 24, the conference will offer breakout sessions covering a range of topics, including Canva graphic design software, content hashtags, digital storytelling hubs, press releases, social media algorithms and video production.

The day will end with a mixer set for 4 to 6 p.m. for conference participants as well as members of the local media.

On Feb. 25, the conference will begin with a keynote presentation by David Ludlam, vice president of Chill Brands Group, a publicly traded consumer products firm with its domestic headquarters in Grand Junction. He previously worked as director of public relations for Colorado Mesa University and executive director of the West Slope Colorado Oil & Gas Association.

Reimer said Ludlam will discuss the importance of meaning in messages and some of the communications efforts in which he’s been involved.

A coffee and conversation session set for 10:45 to 11:45 a.m. will give participants an opportunity to talk about the ways they can apply what they’ve learned to their own marketing and communications efforts, Reimer said.

Afternoon breakout sessions will offer information about such topics as brand identity, content creation and email newsletters.

Speakers and topics are selected, Reimer said, to address the needs of not only marketing and communications professionals, but also the business owners and managers who often take on those tasks. “Everything we do is very intentional.”

The overall goal remains the same now as it was in 2018, she said. And that’s to stage a conference that’s convenient and affordable to attend.

The Initiate Conference is set for Feb. 24 and 25 at the DoubleTree by Hilton Hotel, 743 Horizon Drive in Grand Junction. Admission ranges from $399 for both days, to $199 for one day to $99 each for the two keynote presentations. To register or obtain more information, visit the website at www.initiateconference.com. For sponsorship or vendor information, send an email to initiateconference@gmail.com.