HomeMy WebLinkAboutCH-OCVB minutes 111914Approved Jan 21, 2015
MINUTES
Chapel Hill/Orange County Visitors Bureau Board of Directors Meeting
November 19, 2014
The Chapel Hill/Orange County Visitors Bureau met at
Durham Tech, Orange County Campus
Board Members Present: Anthony Carey, Dave Gephart, Lee Storrow, Debbie Hepp, Jim Parker, Karen DeHart, Aaron
Bachenheimer, Lee Pavao, Michelle Johnson, Mike Gering, Penny Rich, Annette Stone, and Meg McGurk
Not Present: Mark Sherburne and Greg Overbeck
Staff attendance: Laurie Paolicelli, Marlene Barbera, and Tina Fuller
Also present: Justin Herberger, Caroline Weisenhorn, Stephanie Perri, Tom Hickey, Jill McCullough, Nitin Khanna, Libbie
Hough, and Bonnie Hammersley
Call to Order
Chairman Anthony Carey called the meeting to order at 8:04 a.m.
Approval of Minutes
Mr. Carey requested a motion to approve the October 15, 2014 minutes. Lee Pavao so moved and Penny Rich seconded.
With all members in favor, the minutes were approved as submitted.
Introductions were given, proclamations were presented to outgoing member’s Dave Gephart and Jim Parker. Greg
Overbeck was unable to make the meeting.
Executive Director Laurie Paolicelli thanked board members for their service this year noting a 7% growth in occupancy
and 7% growth in average daily rate. Ms. Paolicelli commented that the economy is in our favor however we still need a
greater marketing focus on mid-week hotel demand. She informed board members that staff would be sending a survey
for their input and recommendations on overall visitor’s bureau performance and productivity as well as a request for
suggestions on how meetings could be tweaked for greater conversation.
Chairman Carey welcomed new board members Libbie Hough, Jill McCullough, and Nitin Khanna. Each gave a brief
overview of their background history. Rosemary Waldorf was unable to attend.
Budget Update
Penny Rich reported on the current budget stating that it is on track. She noted that fund balance usage conversations
are ongoing and we anticipate the fund balance growth to continue and a recommendation for increased marketing is
recommended.
Ms. Rich updated the board on the pride of attending the recent GAA/BAR annual meeting, which was successfully
brought back to Orange County. She also reported that a new Sustainability Coordinator was hired, and the BOCC voted
to implement an environmentally friendlier policy, including discontinuing use of Styrofoam at meetings.
Website Analytics/Trends and Marketing Update
With that, the floor was given to Justin Herberger and Caroline Weisenhorn with VisionPoint Marketing for a ‘web
marketing 101’ update. The Bureau’s website analytics for demographics, content, social media, goals, and devices used
were reviewed and discussed. Q&A followed.
2 | Page CHOCVB BOD Meeting November 19 , 2014
Floor was turned over to Tom Hickey and Stephanie Perri with the Bureau’s agency of record, Clean Design. The past
year’s media plan and creative ads were reviewed along with new ads, new campaigns including LGBTQ and distribution
channels including Pandora Radio. Trends and distribution of media pertaining to print vs. online was also reviewed.
Q&A followed. The new ‘business’ Facebook page for the Bureau was discussed. Ms. Paolicelli noted that several paid
campaigns were created and launched. Other popular social media outlets and their age demographics were discussed.
Sales Report
Marlene Barbera reported on her attendance at a recent DMAI ‘Sales Academy’ and summarized takeaways from the
curriculum. She stressed the importance of educating people on what a Visitor Bureau does and committed to building a
campaign that would educate the community, especially meeting and event planners, on how to use the Visitors Bureau.
She also reported on plans for the upcoming AENC Tradeshow on December 11th.
New Business Roundtable
Aaron Bachenheimer reported on the recent homecoming weekend, basketball season is underway and that they (UNC)
will be looking at a different way of doing entertainment for special events
Meg McGurk gave an update on holiday happenings for downtown Chapel Hill including a tree lighting, in which visitors
were encouraged to attend.
Annette Stone spoke on holiday happenings in Carrboro and ongoing events designed to lure visitors.
Debbie Hepp informed that the fall grant applications were OCAC were due that week. She also spoke on the past
Orange County Artists Guild open studio tour and the upcoming artist’s salon.
Karen DeHart spoke on the high school football playoffs, NCHSAA board members coming into town December 2-4
whom are staying at the Residence Inn, and renovations to their building which should be completed by February in
which they should be able to move back in at that time.
Dave Gephart and Libbie Hough gave an overview on the holiday events for Hillsborough and the fact that Hillsborough’s
residents Stephen Burke and his partner Randy, would be featured in the New York Times in November. With the help
of the Visitors Bureau, Hillsborough would have an advertisement near the story.
Other mentions included Sarah Stephens hired as new CEO for the Hillsborough Chamber, and Galloway Ridge’s Goat
Parade in which the Bureau hosted a goat.
The Next board meeting will be held at The Friday Center, Wednesday January 21.
Other Business:
With no other discussion or business, Chairman Carey adjourned the meeting at 9:33 am.
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Minutes reviewed by:
Laurie Paolicelli, Executive Director
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Minutes accepted by:
Anthony Carey, Chairman
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