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MINUTES
Chapel Hill/Orange County Visitors Bureau Board of Directors Meeting
January 18, 2012
The Chapel Hill/Orange County Visitors Bureau met at The Seymour Center, Chapel Hill
Board
Members Present: Karen DeHart , Mike Gering, Jim Ward, Jim Norton, Laura Morgan, Mark Sherburne, Lydia Lavelle, Lee Pavao, Anthony Carey, Jim Parker, Gordon Jameson, and Valerie Foushee,
Donna Bell
Members Absent: Dave Gephart, Greg Overbeck and Annette Stone
Staff Present: Laurie Paolicelli, Steve Brantley (Orange County EDC Director), Linda Ekeland, Martha Shannon
and Tina Fuller
Guests: Mark Selasky and Nitin Khanna – Sheraton Chapel Hill, Tony Poillucci – VisionPoint
CALL TO ORDER
Vice Chair Anthony Carey,filling in for Chair Gephart, called
the meeting to order at 8:07 am.
WELCOME
Vice Chair Cary informed board members that Clean Design would present their research findings for the majority of the meeting and Old Business
would be moved up on the agenda. Carey gave the floor to VB Executive Director, Laurie Paolicelli.
Ms. Paolicelli, first welcomed Mark Selasky, new area sales manager for XXXXXX.
For
Old Business, and departing board member Jim Ward, Ms. Paolicelli gave a history of Mr. Wards initial hesitance to partake on the Visitors Bureau board of directors and eventual advocacy
for tourism and xxxx liaison to the Town of Chapel Hill. Paolicelli read a proclamation. Mr. Ward stated he would continue to be a supporter of the VB staff and board of directors.
REPORTS
Mr.
Carey informed members that committee reports would be postponed this meeting with the exception of the marketing report presented by Clean Design. Mr. Carey suggested spending more
time on committee reports at the February meeting, especially on budget, mid-year numbers, Arts Commission and municipalities.
APPROVAL OF MINUTES
Vice-Chair Carey requested a motion
to approve the November 16, 2011 minutes. Mike Gering so moved with Lee Pavao seconding. With all members in favor, the minutes were approved as written.
Clean Design Report
Before Clean Designs presentation, Ms. Paolicelli gave a brief summary of the content Clean Design would be presenting today.
Natalie Perkins, CEO of Clean Design,
discussed their research findings, stating that to begin with they reviewed the VB’s existing plan, performed interviews, reviewed current marketing materials, and reviewed current social
media outputs. Ms. Perkins also stated that the primary goals were attuned to the Mission Statement, and to increase occupancy and ADR.
Ms. Perkins continued, informing board members
that they talked to 18 key stakeholders and compiled the following views to be perceived as challenges:
1) UNC is here and nothing else, 2) sleepy town but growing & dynamic, 3) the
current campaign “3 towns for the price of 1” dilutes the message, 4) we have so much to offer that we can lose focus.
In contrast, Ms. Perkins reported that Chapel Hill has great name
recognition which comes from UNC and that the VB can take advantage of that.
In summary, research gathered the following information:
Visitors come for UNC, sports, hospital, and to
visit friends and family, in xxxx something has to be going on for someone to come to Chapel Hill.
Opportunities for growth are mid-week business, summer – off season, mid-size group
travel and conferences with a major focus on group sales & meetings, then mid-week travel, and finally leisure travel.
According to ESRI Marketing data, Chapel Hills’ leisure travelers
are trendsetters (no kids, adventurous) and sophisticated squires (older, no kids). Business travelers are new recruits (majority), then passionate high tech and finally wide-eyed &
eager. 59% are male, 41% female with an average age of 38 years. 71% are college educated. Not the traditional business traveler, they value good food and experiences. Leisure and business
traveler may be intertwined as business travelers are blending leisure with their trips, some including family.
Ms. Perkins informed board members that they performed an audit of Chapel
Hill’s competitors in the categories of messaging, design, social media, media spending, creative and comparator.
Next meeting venue
The Courtyard by Marriott, Chapel Hill
And with
no other business to discuss, Anthony Carey on behalf of Dave Gephart (left early) adjourned the meeting at 9:36 am.
_____________________________________ ____________________________________
Minu
tes reviewed by: Minutes accepted by:
Laurie Paolicelli, Executive Director Dave Gephart, Chairman
_____________________________________ ____________________________________
Date Da
te