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Home My WebLink AboutCH-OCVB minutes 092111 MINUTES Chapel Hill/Orange County Visitors Bureau Board of Directors Meeting September 21, 2011 The Chapel Hill/Orange County Visitors Bureau met at The Carolina Inn, Chapel Hill Board Members Present: Lydia Lavelle, Annette Stone, Karen DeHart, Dave Gephart, Gordon Jameson, Lee Pavao, Greg Overbeck, Mark Sherburne, Mike Gering, Jim Ward, Laura Morgan, and Anthony Carey Members Absent: Jim Parker, and Dwight Bassett Staff Present: Laurie Paolicelli, Linda Ekeland, Martha Shannon and Tina Fuller Others Present: Elizabeth Read, Alliance for Historic Hillsborough; Gwen Harvey, Asst. County Manager; David Cannell, CLGPO, Orange County Purchasing Agent; Shawn Gracey, General Manager, The Carolina Inn and Jack Schmidt, Director of Sales and Marketing, The Carolina Inn CALL TO ORDER Chairman Dave Gephart called the meeting to order at 8:09 am. APPROVAL OF MINUTES Chair Gephart requested a motion to approve the minutes. Lydia Lavelle commented that in the Approval of Minutes section, it looks as if she was present by the notation in lines 3 & 4, however she was not. Lydia requested that it read more to the effect of ‘Laurie stated on behalf of Lydia (who is not present) her concerns on …….. Lydia also stated she would like to talk about this in more depth at another meeting. With that, Lee Pavao motioned to approve the minutes, ________seconded. With all members in favor, the minutes were passed with the correction noted. Laurie Paolicelli commented that no regular business would be done at this meeting due to ad/marketing agency presentations, however she wanted to update the board on last month’s motion to have a budget amendment requested for a $60,000 appropriation from the fund balance. Ms. Paolicelli informed board members that the county manager was in favor of this and Tina is in the process of drafting the request. Paolicelli stated $50,000 would be used for a research study to determine visitor profile; non-visitor; and how growth in supply in Orange County and Durham is impacting the economic contributions of Orange County hotels. In addition, $25,000 would be used for maps, brochures and web page development geared towards agri-tourism for a total of $75,000. Continuing with the meeting, Gephart informed board members that the top four of the nine agencies reviewed by the marketing committee would present today; Jennings & Co., Clean Design, The Splinter Group, and Lewis Advertising. Gephart went over the voting process: ranking sheets were given to all voting board members with which a ranking system of 1-4 would be used, 1 being the least liked and 4 being the most liked. Depending on the outcome, more than one round of voting would occur if the top two or three were very close in score. A decision for the top one or two agencies would be made today. Laurie informed members that voting sheets would be given to David Cannell and Tina Fuller to tally. Chair Gephart then recognized Shawn Gracey and Jack Schmidt from The Carolina Inn who joined for the remainder of the meeting. Marketing Agency Presentation Highlights Jennings & Co – Presenters were Paige Zinn, Bruce Wlach, Bob Kochuk, Dewey Mooring; Cassie Stox; also present was Joe Florence. Presented creative ads and measured each on a ‘funk-o-meter’ covering infographics, bold expressions, B&W, teasers and QR codes Account managers would be: Joe Florence and Bruce Wlach Thoughts on past years as client’s agency: “Could have pushed harder on the creative with their own voice rather than let the Bureau and local politics lead the creative. Production, design, media buying is done in-house. In the past web work was contracted out but Jennings is now doing more in-house. Have contributed pro-bono work for FRANK arts gallery and OC Pride ads with Herald. Clean Design - Presenters were Natalie Perkins, Bill Campbell, Stephanie Perri, Scott Scaggs, and Travis Conte. Presented creative for their Wrightsville Beach, Kure Beach and Carolina Beach accounts; stressing that each were different in their own right. Presented video on people that they interviewed on the streets in Orange County with the video illustrating that views of Orange County are as disparate and diverse as they are passionate. Some love the excitement; some the tranquility; some loved the noise; some the quiet. Created and presented ‘hotel key cards’ depicting diversity. Strategy is creating competitive edge, creating a unique voice against all the traditional and social media noise. Creative is creating personalities, engaging people and conversational Account manager would be Stephanie Perri. Ramp time would include researching audience, competitors, validation and development The Splinter Group – Presenters were Steve Balcom and Lane Wurster Presented a video discussing history of company and showing creative from various accounts. Video focused on the sweat equity they put into account, how they collaborate and brainstorm on new ideas. Strong client base in Orange County with focus on food, farms, music and garden store. Approaches marketing through music experience (He and partner Lane Wurster previously owned Mammoth Records which they sold to Disney. They worked with Disney but did not enjoy corporate environment so instead they “Splintered” off.) Vision is to please clients and create work they are proud of Lewis Advertising – Presenters Ronnie Grillo, Reese Adams and Susan Hoerchler Presented creative with “Seeing Orange” in QR codes, along with creative for leisure and group visitors Visually presented the way they strategize and research for a client first by finding out how the client perceives themselves. Main Client – Originally, Hardees with work continuing on that account. Several other clients, big, small and throughout the state. Susan Hoerchler, creative director, grew up at a resort, experienced in leisure travel and group travel tourism, however not currently working with a tourism client. Everything done in house, even web design. Located in Rocky Mount, in business since 1969, staff of 43 After all agencies presented, ballots were collected and given to David Cannell and Tina Fuller to tally, while the rest of staff and board members discussed the presentations. Laurie requested the decisions made today should be kept confidential until the county has had a chance to review. With all the votes tallied (18 in total), the end results were: Jennings – 50 Clean Design – 64 Splinter Group – 41 Lewis Advertising – 25 With Clean Design and Jennings as the top two, Paolicelli and board members discussed price considerations and whether there should be another vote. After much discussion it was agreed to have Laurie and David meet with Clean Design and negotiate a price. Laurie stated that she expects there to be slightly more dollars needed up front with Clean Design than with the incumbent for obvious reasons, however if the account management fee is higher than the media for example than other choices would have to be made. With that, Mike Gering motioned to accept the Clean Design bid however it would be provisional upon a successful contract negotiation. Lydia Lavelle seconded the motion. With all members in favor, the motion passed. And with no other business to discuss, Chair Gephart adjourned the meeting at 11:28 am. _____________________________________ ____________________________________ Minutes reviewed by: Minutes accepted by: Laurie Paolicelli, Executive Director Dave Gephart, Chairman _____________________________________ ____________________________________ Date Date