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HomeMy WebLinkAboutCH-OCVB minutes 012010Minutes Chapel Hill/Orange County Visitors Bureau Board January 20, 2010 The Chapel Hill/Orange County Visitor’s Bureau Board met at Durham Tech, Orange County Campus Hillsborough Board Members Present: Jim Ward, Rick Strunk, Frances Dancy, Bob Ward, Linda Convissor, Dave Gephart, Barry Jacobs, Jim Norton, Anthony Carey, Jim Parker, and Jon Wilner Proposed Incoming Members Present: Lydia Lavelle (representing Town of Carrboro), Valerie Foushee (representing County Commissioners), Laura Morgan (representing UNC) and Michael Gering (representing Town of Hillsborough) Members Absent: Creston Woods, Lee Pavao, James Harris, Dwight Basset, and Greg Overbeck and Brad Broadwell Staff Present: Laurie Paolicelli, Linda Ekeland and Tina Fuller Guests: Bruce Wlach, Jennings Co. CALL TO ORDER Bob Ward, Chairing for Creston Woods, called the meeting to order at 8:05 am. WELCOME Bob Ward welcomed everyone and, for the benefit of new board members, requested that everyone introduce himself or herself, which they did. APPROVAL OF MINUTES Bob Ward requested a motion to approve the November 18, 2009 minutes. Dave Gephart so moved as submitted. Rick Strunk stated that a correction should be made to the last paragraph of the minutes (noted here): Rick Strunk updated board members on the separation of NCHSAA and UNC. He informed that they would stay in Chapel Hill, be a private non-profit and fall under the Orange County Schools to keep state employee eligibility. It should read ‘be a private non-profit and are in negotiation to fall under Orange County Schools to keep state employee eligibility’. With that correction, Rick seconded the motion. With all members in favor, the minutes were approved. REPORTS Marketing Report With that, Bob turned the floor to Marketing Chair, Rick Strunk. Strunk informed board members that the Visitor Bureau first contracted with Jennings in 2007. And based on research studies, the decision was made to change the brand to Chapel Hill with Carrboro and Hillsborough rather than the Orange County namesake. Since then our marketing efforts have included all of Orange County i.e. with the ad ‘3 towns for the price of 1’. Strunk noted that this year has proved to be challenging for the travel industry and occupancy overall. Strunk emphasized that it was critical to keep marketing, so that when the economy does recover, the Orange County towns and their events will motivate demand. Strunk pointed out that the crowd attending the NCHSAA playoffs was up over last year and that NCHSAA, in addition to other sectors, felt an uptick overall in travel and conference business. Strunk then introduced the Visitor Bureau's ad agency representative, Bruce Wlach, of Jennings & Co. to give the mid-year marketing update. Bruce proceeded with a PowerPoint presentation reviewing this budget years marketing efforts and results so far. (For the sake of these minutes, a PDF of the agency overview is attached is a separate file). Wlach reviewed the objectives, target audience, challenges and approach of the current marketing drive. He then reviewed the media vehicles, budget by medium and the creative. Q& A followed: Jim Ward inquired on how many clicks the home page Coupon has had so far. Paolicelli replied they would gather this information in the spring. She also noted that through the NCHSAA partnership the Visitor Bureau is able to provide this coupon book to visitors in addition to those attending the high school championship games. Linda Convissor inquired which media publication has the most response in which Wlach replied Southern Living. Dave Gephart asked if any advertising was regional. Wlach stated that the Carolina Living section of Southern Living is distributed regionally. Wlach stated that the AAA ad does not provide as much feedback as Southern Living. Paolicelli noted that the online ads have created an increase in the hardcopy visitor guide, which in turn has created an increase in the postage budget. Anthony Carey questioned about tweeting and Search Engine Optimization (SEO). Paolicelli reported that Tina Fuller is tweeting for the Bureau. Wlach reported that he has worked with VisionPoint on the SEO and assured that the Visitors Bureau showed-up as the top two sources for information, while searching for travel information on the Orange County towns. Barry Jacobs followed up on his suggestion of promoting YouTube videos on our website i.e. running a contest about the most favorite thing about Orange County. Paolicelli replied that Ernie Dollar’s Heritage videos have been posted but agrees there is a need to be more creative. Jacobs stated the winning video could also be posted on the County’s website. Paolicelli committed to moving this up on the priority project list and would meet with Jennings the best way to promote the project. In conclusion of the Q& A, Jim Ward inquired about the possibility of running an ad on NC State’s website such as the one on Duke.com. Wlach suggested waiting on the results of Duke.com before venturing out to Wake County. Executive Directors Report Executive Director Paolicelli stated the Bureau has been through a lot of changes and thanked board members for going through the morphing process. She stated that she has relied upon the older members of the board that have a history with the Bureau, noting that county management does not want to be the "go to" person for tourism questions and that each county manager that Paolicelli had worked with, felt that this board had appropriate knowledge and understanding of what needed to be done to increase tourism. With that, Paolicelli recognized three outgoing board members: Frances Dancy serving 11 years on the board, Linda Convissor serving 6 and Jon Wilner serving 3 ½ years; presenting them each with proclamations as an Orange County Travel & Tourism Leader. Paolicelli also welcomed new incoming members and encouraged them to collaborate and inform on their respective designations. Paolicelli continued, noting that tourism is down by 17% and has brought us into a rate conscious market. Behind the scenes we have been pushing for UNC to keep their events and conferences in Orange County and thanked Laura Morgan for helping the Bureau to accomplish this moving forward. In terms of conference bookings, Paolicelli asked Sales Director Linda Ekeland for a sales update. Sales Report Ekeland stated that she and the hotel sales directors are collaborating on the 2nd March Madness Blitz, a tourism campaign aimed at UNC to keep them updated and interested in area hotels. All hotels are participating including the new Aloft. The Blitz will be held at the Friday Center and include 2 days of sales people contacting all UNC departments with the message of Think Chapel Hill First. The 3rd day will be a lunch appreciation that will showcase catering and menu items from the hotels. Last year, 85 UNC staff members who book meetings attended the event.100 attendees is the goal this year. Ekeland reported that the Meeting and Event Planner is being updated; DSI Comedy is hosting the 10th annual NC Comedy Arts Festival, which will run most of February and the Residence Inn is the VIP hotel. The Visitor Bureau is offering goodie bags with maps, etc this year; The Siena has booked a pharmaceutical company meeting at the end of January. The company also purchased 45 foodie guides from the Bureau. Ekeland informed members of a correction to the December sales report: under Direct Sales Promotions and Tradeshows and Prospecting, the ‘Number of Delegates’ should read 6392 not 3465. Board member and Hotelier, Anthony Carey, noting the AIG effect (the byproduct of large corporations recklessly using travel budgets) has motivated their marketing strategy. Siena Hotel now offers rates to match the planner’s budget; adding a smaller breakfast that establishes a healthy way of eating while being affordable. He also stated that the Siena Hotel has been working with groups traveling across the county line. Siena is dropping rates --within reason-- to balance Chapel Hill against the rates of competitors. Carey commented that for the Siena, Linda Ekeland is the go- to person for leads and resources. Carey also suggested charging a commission to non – Orange County hotels that get Visitor Bureau leads (unfairly) passed on from Orange County hotels. (Paolicelli requested putting that up for discussion on the next meetings agenda). In conclusion, Rick Strunk commented that they received a letter commending the Siena and that regardless of not winning the championship, they still had a fantastic experience. Budget & Finance Bob Ward reported that, standard operating procedure has us in the rear 2 months in occupancy revenue collections. The Town of Chapel Hill has been billed for the fiscal year third quarter payment, which should be received shortly. Ward noted that as Laurie mentioned earlier, postage is over budget due to requests for visitor guides through media ads. Bob Ward informed board members that the Hyland Group contract expires soon and discussion of renewal options will take place by the marketing committee. With no further comments or questions, Ward motioned to accept the budget. Gephart seconded. With all in favor the budget was approved as submitted. NEW BUSINESS Paolicelli noted some hi-lights of November and December 2009: The Bureau worked with Chapel Hill EDC Director Dwight Bassett and Downtown Partnership Director Jim Norton and the board of FRANK to launch the new artists collective in Chapel Hill. Through Jim Ward and his Transit partners, the Trolley Loop linking Carrboro, UNC and Chapel Hill is in discussion; The Visitor Bureau would be available to market the service to visitors, should it become a reality. The Visitor Bureau hired a genealogical consultant for the proposed Heritage Cultural Center in Hillsborough and will present findings to the Commissioners in March/April. The Bureau is one member of a larger steering committee studying whether or not this project makes sense for Hillsborough. A recent marketing partnership with DSI’s Comedy Theater has entailed the bureau marketing the February event and helping to secure room nights. Ed Camp, The Arts Center– trying to resurrect 2nd Friday Art Walk (possible use of trolley at that time?). The Bureau is partnering with ArtsCenter staff to bring this event to the next level and re-brand it. The Bureau is working with the Institute of Arts and Humanity to increase attendance at the February CHAT Festival. OLD BUSINESS Dave Gephart informed members that the new county manager would be speaking at the next Chamber meeting held at the Exchange Club in Hillsborough. Gephart reported that he is working with the Garland's of Orange County to arrange a local Truffle Farm tour for Visitors Bureau staff and Hillsborough tourism staff who are interested in promoting this aspect of the county. There are three truffle farms in Orange County. Gephart stated that there is talk in bringing the Truffle Association and its gatherings back to Orange County. Gephart also reported that alternative dates and locals are being looked at for Hog Day. Gephart commended the AENC Trade Show work by our group (hoteliers and Visitor Bureau). Jon Wilner informed members of a new campaign for Walk Carrboro that will intertwine with our group. There was comment on how popular the Walk Carrboro map is. Bob Ward reported that parking at the Visitor Bureau is to the point where towing may be necessary. Laurie Paolicelli will contact Pam Jones in Asset Management regarding the problem. Jim Ward offered advocacy, if needed, for this situation. ADJOURNMENT With no other business to discuss, Bob Ward adjourned the meeting at 9:15 a.m. _______________________________ ____________________________ _____ Minutes Drafted by: Minutes Accepted by: Laurie Paolicelli, Executive Director BobWard, Acting Chair ________________________________ _________________________________ Date Date