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HomeMy WebLinkAboutAgenda - 06-03-1996 - IX-E 1 Orange County Board of Commissioners Action Agenda Item Abstract Meeting Date: June 3, 1996 Action Agenda Item# SX—E Subject: Visitor Bureau-New Positions and Classification Plan Amendment Department: Personnel Public Hearing: —Yes X No Budget Amendment Required: _Yes_X No Attachment(s): Information Contact: 1 - Visitor Bureau Sales Director Class Specification Elaine Holmes, Personnel Director 2 - Communications Specialist Class Specification Extension 2550 Shelly Green,`Visitor Bureau Director, 968-2060 Telephone Numbers: Hillsborough - 732-8181 Durham - 688-7331 Mebane - 227-2031 Chapel Hill 967-9251/968-4501 Purpose: To consider establishing two new permanent full time positions of Visitor Bureau Sales Director and Communication Specialist in the Orange County Visitor's Bureau funded from the occupancy tax and to consider amending the Orange County Classification and Pay Plan to reflect the two new classes of Visitor Bureau Sales Director at salary grade 69 and Communications Specialist at salary grade 66. Background: On February 20, 1996,the Orange County Board of Commissioners approved increasing the county occupancy tax from one percent to two percent effective July 1, 1996. The proposal to increase the tax had broad support from the hoteliers in the community, who specified that they would like to see the additional funding used to increase the sales and marketing activities of the Visitor's Bureau. The intent to use the additional funding for marketing activities was presented to the Board during the February 20 meeting. To determine the type of marketing activities to pursue with the additional revenue from the occupancy tax, the Bureau's marketing committee received input from staff and from the industry on new programs and implementation strategies. After reviewing and prioritizing potential new programs, the marketing committee recommended to the Visitor Bureau's Board of Directors a restructuring of the t 2 r current Visitor Bureau staff to accomplish the marketing goals. This recommendation includes eliminating a temporary(30 hour a week) clerical position and creating the two new permanent full time positions of Visitor Bureau Sales Director and Communications Specialist in addition to the two current positions of Administrative Assistant and Visitor Bureau Director. On April 17, 1996,the Visitor Bureau's Board of Directors approved of the recommendation of the marketing committee. The establishment of the positions of Visitor Bureau Sales Director and Communications Specialist will enable the Visitor's Bureau to launch an aggressive, effective marketing plan that will result in increased sales for existing businesses,increased visitations at local hotels, attractions,museums and festivals, and an increase in the amount of retail sales dollars that will be returned to our community. The Visitor Bureau Sales Director's general responsibilities will include the successful implementation of the Bureau's sales and promotional efforts. This would involve such activities as generating bookings in select markets and implementing programs to increase the amount of visitor spending in Orange County. The Sales Director will also provide services to and coordinate existing meetings and conferences. The Communications Specialist general duties will include gaining exposure and recognition for Orange County in local,regional and national publications, and overseeing the production of publications such as the calendar of events, visitors guide and other brochures. The attached class specifications for the Visitor Bureau Sales Director and the Communications Specialist outline the position requirements. The Personnel Department has completed the classification study of the proposed positions. Based on the classification review and review of available labor market data, it is recommended that a new class of Visitor Bureau Sales Director be established at salary grade 69 and a new class of Communications Specialist be established at salary grade 66. Both positions will be funded from the approved occupancy tax Recommendation: The Manager recommends the Board approve: - Establishing the permanent full time positions of Visitor Bureau Sales Director and Communications Specialist effective July 1, 1996 and - Amending the Classification and Pay Plan to add the classes of Visitor Bureau Sales Director at salary grade 69 and Communications Specialist at salary grade 66.- 3 Attachment 1 C3192-5/96 Visitor Bureau Sales Director GENERAL DEFINITION OF WORK: Performs difficult professional work in developing and implementing Orange County Visitor Bureau sales and promotional efforts; does related work as required. Work is performed under general supervision. TYPICAL TASKS: Plans, develops and implements sales strategies to solicit state, regional, national and international group business; Develops qualified sales leads and submits to appropriate local facilities on a non-partisan basis, Works with local groups and individuals to host meetings and conferences in Orange County; Participates in trade shows, conventions and promotional events and encourages joint promotions with local hotels and facilities; Coordinates and conducts site inspections of Orange County for meeting and event planners; Prepares and implements a marketing plan and conducts market trend analyses; Provides services to meeting planners including coordination with hotels and meeting venue; Develops and monitors sales budget; Maintains regular contact with sales personnel in local hotels and meeting facilities; Prepares reports of sales activities; Develops and maintains key account databases and group account files; Conducts account research to maximize sales effectiveness; Performs related tasks as required. KNOWLEDGE SKILLS AND ABILITIES: General knowledge of marketing principles and practices; general knowledge of sales, negotiation and closing; general knowledge of computer applications and desktop publishing; ability to communicate ideas clearly and concisely, both orally and in writing; ability to establish, prepare and maintain accurate, analytical reports; ability to establish and maintain effective working relationships with County officials, employees, community agencies, private organizations and the general public. EDUCATION AND EXPERIENCE: Any combination of education and experience equivalent to graduation from an accredited college or university with major course work in business administration, hotel and restaurant management, public relations or a related field and at least three years sales experience in convention and/or visitor's services. 4, Attachment 2 C3195-5/96 Communications Specialist GENERAL DEFINITION OF WORK: Performs intermediate professional work in managing the communications and public relations programs of the Orange County Visitor's Bureau to effectively market Orange County as a travel destination; does related work as required. Work is performed under general supervision. TYPICAL TASKS: Manages visitor services publications; Generates press releases and provides story ideas to editors and publication authors; Prepares press releases about Visitor Bureau activities; Develops and writes articles about Orange County for use by media and publishers; Coordinates and conducts site inspections and press tours for writers on assignment in community; Updates visitor-related listings in directories and guidebooks; Oversees the production of the Visitor Bureau's collateral materials including visitor's guide, meeting planners guide, accommodations guide and calendar of events; Assists in providing services to meeting groups such as spouse tours, children's programs and information booths; Provides marketing and promotional assistance to community groups organizing activities and festivals bringing visitors to the area; Maintains contacts with personnel in hotels, attractions, welcome centers and local businesses; Prepares reports of communication activities; Oversees the Visitor Bureau's photo library; Performs related tasks as required. KNOWLEDGE SKILLS AND ABILITIES: General knowledge of public relations principles and practices; thorough knowledge of computer applications and desktop publishing; ability to communicate ideas clearly and concisely, both orally and in writing; ability to write prompt, clear and concise guides, brochures, calendars, reports and the like; ability to establish, prepare and maintain accurate analytical reports; ability to establish and maintain effective working relationships with County officials, employees, community agencies, private organizations and the general public. EDUCATION AND EXPERIENCE: Any combination of education and experience equivalent to graduation from an accredited college or university with major course work in english, communications,journalism, public relations or a related field and at least two years public relations, communications or media experience.