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HomeMy WebLinkAboutCH-OCVB minutes 031611Minutes Chapel Hill/Orange County Visitors Bureau Board March 16, 2011 The Chapel Hill/Orange County Visitor’s Bureau Board met at Durham Tech Community College, Orange County Campus Board Members Present: Dave Gephart, Rick Strunk, Mike Gering, Greg Overbeck, Jim Norton, Mark Sherburne, Anthony Carey, Robert Kintz, Valerie Foushee, Karen DeHart Members Absent: Jim Ward, Jim Parker, Laura Morgan, Lydia Lavelle, Lee Pavao Staff Present: Laurie Paolicelli, Gary Shope, Linda Ekeland, Tina Fuller, and Martha Shannon CALL TO ORDER Chair Dave Gephart called the meeting to order at 8:12 am WELCOME APPROVAL OF MINUTES Chair Gephart requested a motion to approve the February 16, 2010 minutes, Mark Sherburne so moved and Greg Overbeck seconded. Will all members in favor the minutes as written were approved. REPORTS Budget & Finance Mr. Gephart gave the floor to Mike Gering who reported that everything is good with the budget. Gephart requested a motion to approve the budget, Valerie Foushee so moved, Mark Sherburne seconded and all members were in favor. Marketing Dave Gephart gave the floor to Laurie and Laurie, on behalf of Anthony Carey, who was not in yet, began a discussion on the RFP for marketing firms. She referred members to the Request for Proposal page in her Executive Directors report. Paolicelli noted that this project is going to take a good amount of time from the [RFP] marketing committee, which consists of Anthony Cary as chair, Mark Sherburne, Valerie Foushee, Dwight Bassett, and Dave Gephart. Paolicelli explained that the Visitors Bureau as a sales marketing firm, was handled by Joel Sheer, but with all the social marketing, etc now, it is not fair to compare the firms (Jennings & Sheer) with each other. Before hiring an ad agency, in 2005 the Visitors Bureau spent $25,000 in research which told us that visitors identified with Chapel Hill as the brand name, that there was strong recognition for Hillsborough, not as strong for Carrboro, but that there was an awareness that this was a greater area than just UNC. At that point, Paolicelli continued, an RFP was sent out, which is the same one being used again. Continuing, Paolcielli stated that in all fairness, Jennings has given back what the visitors Bureau has given them, which was the charge of creating a brand that tells the traveling public that there is a Chapel Hill here that is so much more than Chapel Hill. And with the objectives to create awareness and heads in beds in all Orange County. Paolicelli stated that in addition to Chapel Hill, our charge has been to talk about athletics but not hang our hat on athletics because we know that is the number one draw on economic development. Paolicelli stated that according to research, we are 50% athletics, but also a changing market unrelated to athletics which is intangible; a loafability factor. She also state that she is not sure if that has been captured in the ad campaigns, but what has been captured, at $200,000 year, is the telling the states of North Carolina, Virginia and a little bit of South Carolina, that we offer so much more in terms of Chapel Hill, Carrboro, and Hillsborough which is the we have a cool factor, we are a foodie capital; that we are colonial and historical, as well as athletics. Laurie told board members that she encourages an RFP, after 5 years, have to go out and ask how would you interpret our campaign. She also informed them that the State is currently going through the same process to re-brand NC. With Anthony now joining the meeting, Laurie asked Anthony and Mark to chime in - Mark, stated he had a chance to review the RFP. He believes that it is on par with what we are looking for. Sherburne stated that we have been more traditional in the past however, a shift has occurred, and we may need to be more trendier. The travelers that Mark sees, especially for the aloft, are more trendier. Laurie went on to say that the one of the biggest challenges is money and the broad representation of a product; trying to be a lot of things to a lot of people - supporting arts, the Inde scene, ladies night out, the history, etc. In referring to an advertising seminar she attended in New York several years ago, Paolicelli stated that the number one take away was that Visitor Bureau’s in general, that try to be all things to all people did not succeed. With that, Laurie asked the committee to bring back a tighter RFP that doesn’t necessarily dictate to be all things to all people. Paolicelli recommended reviewing the RFP over the next few months, ask the bidders to meet over the summer and have a recommendation ready to present by the August board meeting. She hopes to have the contract to the BOCC by October or November in order to have it effective by the beginning of the calendar year. With that, Paolicelli requested feedback by members. Mark Sherburne asked about the current years marketing. Paolicelli stated that Jennings’ contract expires in December, so they know that come January they will either be renewed or we start fresh. She also noted that media buys happen 3 months out, so everything is pretty much done for this year. Paolicelli commented that this campaign asked for new creative, new concept development, new on-line technology, and new print technology- one thing that resonated hands down from the Governors Conference is the myth that print is going away. Paolicelli stated that it is not. The strategy now is working with both on-line and print technology. The Twitter market for instance is not reaching the Bureau’s market group (49 and up); they want information on the whole destination in the traditional hard copy form. She also stated that OBA’s and the like are creating more desire to have printed information – ‘Tradigital’ is the new word. Paolicelli requested Rick Strunk’s input. Mr. Strunk stated that everything has a shelf life and agreed with Laurie that Jennings has done a great job with what we asked. Strunk stated that he has found that Websites have a shorter shelf life and may need some tweaks there. Strunk continued, stating that the Bureau has to consider the “Ramp up time” if a new marketing organization is hired. Rick also stated that he has concluded that what ever we do, it is not going to be right; giving an example of “you should have dropped the ‘Twitter bomb’ or whatever the case may be.” Concluding the RFP discussion, Gephart informed board members that each has a copy of the RFP in Word. He asked that they make proposed changes in color and send back to within the next week. Sales Update Paolicelli asked Anthony to remark on his experience at the UNC Blitz. Mr. Carey stated that he thought it was tremendously well organized; having the whole room was much better, however there were some HVAC issues. Each hotelier had great enthusiasm. The Siena saw some new prospects that they haven’t seen before due to the Blitz. He commented that there is a perfect blend of hotels in Chapel Hill. Mr. Carey informed board members that after seeing the success of the UNC Blitz, Aaron from the Chamber asked how he could get the University to attend an event where Orange County businesses were involved. Linda commented that repeating it every year helps; reiterating ‘book local, think Orange County first.’ Ekeland informed that the first year at Extraordinary Ventures, the attendance was 80 something. The second year it was moved to The Friday Center and, about 125 or so attended, this year brought about 144. While on the 2-day blitz, Ekeland found that some planners still had the key ring with all the business cards attached from two-years ago which they have been using for contacts. Ekeland feels that is the best way to get everyone’s card out at the same time. Ekeland reported she has received numerous emails applauding the event and requesting assistance. Next for sales, Linda reported she is planning to attend the “Connect” (associations, sports, etc.) Trade Show in August. Also coming up is Big Shots at the Dean Dome, bringing nearly 800 room nights in July, the Insurance Fire Safety at the Sheraton and Honda’s conference, which went way over their room block. Both are looking at the Sheraton for their 2014 conferences. Orange County EDC Gephart introduced EDC Interim Director, Gary Shope. Shope informed board members that they will be doing a separate website noting that there are too many Orange counties in the country, and that they will be going with more video to drive them to the website. He informed that he is also looking at more social media, facebook, etc and would like to get more involved with the VB. Following on the social media, Laurie commented that Jennings would be presenting a social media campaign at next months board meeting. Laurie informed board members that the VB spent $7000 in video footage that is now being loaded and the mobile application is nearly complete; unfortunately it required a little more of the budget. She then asked Mr. Shope about plans if the ¼ cent tax bill passes. Shope mentioned education in economic development and providing opportunities along the 40, 85, and 70 corridors. Shope informed board members that he plans to start a hybrid board of advisors but wants to make sure that Orange County’s house is in order first. Shope noted that they need the approval of the BOCC first. Valerie Foushee commented that the BOCC has not voted on the ¼ cent tax on the ballot but what’s more important, regardless if the ¼ cent tax passes, is to bring forth a hybrid advertising committee and that has the expertise to advise the BOCC moving forward. Mike Gering asked whether the Town of Hillsborough would be on the advisory board. Mr. Shope clarified that there would be two boards, one for Economic Development professionals which would include the towns and the chambers- that would be the hybrid board. The other would be a full board which would consist of those seats as well as representation from the private sector with a customer base, UNC and possibly Duke, Durham Tech Orange County Campus, the innovation/entrepreneurial sector and non-elected town officials. Downtown Chapel Hill Update Gephart gave the floor to Jim Norton for a downtown update. Norton reported that 140 West is proceeding on a daily basis and downtown is progressing. The Ackland Museum has started construction below Top of the Hill. Continuing with his report, Mr. Norton informed that they are still looking to fill the Ham’s space and Bonne Soiree is moving back to New York due to lease problems with the landlord that is developing the Courtyard. On a better note, Norton reported that the Courtyard is slated to have additional retail space and a parking garage. Scott Maitland is proceeding with the distillery at the Chapel Hill News building. He is also leasing space the front space as an incubator for innovative uses coming out of the University. The Town has purchased 100 parking spaces on Graham Street to help promote the office space on the west end. Concluding, Mr. Norton commented that 140 is going to be a tremendous shot in the arm and with 123 West Franklin Street (University Square), will change the face of downtown for the next 50 years. Gary Shope commented on an innovation and education event at Leland Auction that he attended; high school students managed the whole event, it was very well attended and extremely well managed. Shope spoke about the possibility of having an innovation center space in Hillsborough for an entrepreneurial balance with other tenants and users more 21st century type. He stated little fish become big fish and big fish spin off little fish. He also mentioned that the Agricultural Food Processing Center in Hillsborough is the second facility of only two in the state. Laurie Paolicelli then invited board members to the Agricultural Summit on March 21st. Arts Commission Update Robert Kintz pointed out a handout regarding the newly appointed Piedmont Laureate; author Scott Huler. He also reported that the previously vacant arts commission board seats are now full along with a huge infusion of new enthusiasm and abilities. The board will go on retreat to discuss new goals and objectives going forward. Laurie Paolicelli inquired if Mr. Huler could be a guest at a VB board meeting. Martha. Shannon informed board members that the Piedmont Laureate program was put together by the Orange County Arts Commission and is collaboration between several art commissions/councils throughout the Piedmont region. By the OCAC’s participation, artists in Orange County can apply for this program. As far as Scott’s bookings, yes he could come to a VB board meeting. Shannon spoke briefly about the economic impact survey stating they have received 364 back so far. Executive Directors Report Gephart gave the floor to Laurie Paolicelli for her report. Paolicelli spoke about Patty Griffin’s hospitality training for new members of the community that work at the hotels. Per the surveys Patty received back, attendees were very receptive to the venues and events in Hillsborough and were grateful to Patty in providing that information. And to Frank Cliftons credit, the Orange County ads produced by Jennings, hopefully has produced an influx of patrons to Hillsborough venues. Paolicelli informed members that Patty is currently working on several Hillsborough promotions and heading to Charlotte next week for a media mission and will speak about everything going on in Hillsborough. Paolicelli added that they are still hoping for another hotel in Hillsborough. Paolicelli updated board members on the ACCHL hockey tournament at the Triangle Sportsplex. Team players and family members stayed at the Hampton, played at the Sportsplex, dined in Hillsborough and brought hundreds of people to Orange County. The VB gave welcome bags to teams players and because of that will most likely book here next year. Paolicelli reported that the Black Alumni Reunion will return again this fall. Paolicelli also reported that there is a lot of activity for spring and starting to see recovery with higher occupancy but, ADR… &$*&# *&@#$! Anthony stated they (Siena) keeps trying to drive rates and they use to be one of the rate leaders, however as soon as he tries to be the hotel they use to be, they loose bookings. Mark Sherburne commented that there use to be a big difference in Full service and limited service but now they are in the same boat. Paolicelli asked Mark Sherburne about the 2012 rate recovery- Sherburne replied that transients have been surprisingly strong. Mr. Shope mentioned the US Open and LPGA at Pinehurst, that it was huge deal. Paolicelli mentioned FAMS and Linda Ekeland responded that the VB could target corporations with spousal programs and packages. With that, Dave Gephart gave the floor back to Laurie Paolicelli for a presentation to outgoing board member Rick Strunk. Paolicelli stated that the NCHSAA is a formidable presence in the state and they are located right here in Chapel Hill. They stand for integrity and value. Laurie proceeded to read a proclamation for Rick. Rick thanked everyone and stated that they are the second largest attracter to visitors to Orange County. Collegue Karen DeHart will continue working closely with the VB. Rick stated that what he has enjoyed the most is the personal relationships formed through Bureau and it was an honor to work with everyone, and will be a cheerleader for the Bureau on the sideline. NEW BUSINESS Gering reported that the town board is holding a workshop at the end of the month to craft an economic development incentive policy and one of the stated goals would be directed at the tourism sector. OLD BUSINESS Mike Gering gave an update on Hillsborough’s request for legislation authorizing them to enact a lodging accommodations tax, Senate Bill 269. After being advised not to expect anything, they were pleasantly surprised that Hillsborough was seen as a tourism destination and they deserve the authorization on a local level. Gering reported that they received unanimous support from the Senate Finance Committee and the next step is to make a case to the House of Representatives. Gary Shope commented that of the three economic development communities in the county, the one that will take off the quickest is Waterstone, here where Durham Tech is. Valerie Foushee commented that NBC 17 was on location covering this area and will be airing on the 6 pm news. Paolicelli gave a brief history on levying the occupancy tax for Chapel Hill and Orange County, noting that Carrboro also has legislation in place. She went on to say that Carrboro’s town manager felt that once the Hampton is established they expect to have an optimistic 68% occupancy rate, in which 2/3 must be used for tourism marketing and then a 1/3 to capital improvement which they would use to build a parking deck for the Hampton Mike Gering noted that Hillsborough town council has not decided to impose the tax if legislation is passed and they do not have a tourism board per se as would be described by legislation. The next step would be to engage the community. And concluding the meeting, Gephart updated board members on the Cultural Arts Center progress. Gephart informed that the planning group is working with Eric Peterson and Frank Clifton. The Group was quoted $190,000 to have a sprinkler system installed in the Whitted Building. ADJOURNMENT With no other business to discuss, Dave Gephart motioned to adjourn the meeting, Mark Sherburne seconded. Meeting was adjourned at 9:34 a.m. _______________________________ _________________________________ Minutes Drafted by: Minutes Accepted by: Laurie Paolicelli, Executive Director Dave Gephart, Chairman ________________________________ _________________________________ Date Date