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Home My WebLink AboutCH-OCVB minutes 081909Minutes Chapel Hill/Orange County Visitors Bureau Board August 19, 2009 The Chapel Hill/Orange County Visitor’s Bureau Board met at The Franklin Hotel, Michael McDonald hosting 311 W. Franklin Street, Chapel Hill Board Members Present: Creston Woods, Rick Strunk, Frances Dancy, Bob Ward, Jim Ward, Linda Convissor, Dave Gephart, Lee Pavao, Members Absent: Mark Sherburne, Jon Wilner, Barry Jacobs, Greg Overbeck, Jim Parker, Dwight Bassett and James Harris Staff Present: Laurie Paolicelli, Brad Broadwell, Linda Ekeland and Tina Fuller Guests: Jay Patel and Anup Patel of Wintergreen; Jim Horton, Downtown Partnership; and Jennings & Co- Mr. Jennings, Bruce Wlach, Cassie Stox and _________ CALL TO ORDER Mr. Creston Woods, filling in for Mark Sherburne as Chair called the meeting to order at 8:03 a.m. WELCOME Mr. Woods introduced and thanked Franklin Hotel General Manager Michael Donaldson for hosting this month’s board meeting. Taking the floor, Donaldson informed board members that the local based company, Wintergreen, purchased The Franklin Hotel on July 7th. He then introduced Jay Patel and Anup Patel, both UNC graduates. Board members welcomed them both. APPROVAL OF MINUTES Creston Woods informed members that Mark Sherburne has relinquished his role as chair due to an employment opportunity and has requested that he take over the position with the approval of the board and to be voted on later during this meeting. Woods requested a motion to approve the June 17, 2009 minutes. Frances Dancy so moved with Dave Gephart seconding. With all members in favor, the minutes were approved as written. REPORTS Marketing Report Woods then gave the floor to Marketing Chair Rick Strunk for his report. Mr. Strunk reported that the marketing committee met with Jennings & Co. in July to hash out the marketing strategy for this budget year; looking at priorities, maximizing budgeted funds, target areas, and creative. Strunk then turned the floor over to Jennings & co. Bruce Wlach, Account Rep., informed members that the main objectives of the marketing plan are to influence overnight stays and meeting planners. Cassie Stox, Media Director, presented members with the 2009-2010 Media Planning Review noting key points as: Target Mecklenburg County for overnights Greatest number of UNC Alumni in this county (Virginia has the next greatest amount however Orange County has same) Hold rates the same as 2008-2009 Fall, spring, holiday and summer target times Media tracking CTR (click thru ratio)- we receive 3 times the national average of .05% at .15% VisitNC.com Greensboro N&R Southern Living Trip Advisor is best on-line site Budget is $230,831.00, which is slightly less than last budget year With more funds allocated to on-line and group meeting market and Increased insertions in Southern Living, Charlotte Magazine and Meeting South New Duke.com banner with targeted times Summer campaign dependent on spring season revenue Media vehicles Added values Q&A/discussion followed: Visitor Bureau Executive Director Paolicelli, referring back to the budget, explained to members that for all the representation requested and/or needed, the budget is not that large and the need to collaborate with others in the community will only enhance the marketing plan. In re: to tracking capabilities for seasonal campaigns; How has the $60,000 allocated for the summer campaign impacted our economy- Paolicelli commented that it is too early to tell other than increase in visitors to center, phone calls and website views. There was comment that overall, football season is soft in re: to hotel reservations; following was a recommendation to feed Touch Downtown. There was a suggestion to promote a special offer to visiting teams via media There was a suggestion to put aside $10,000 for contingency opportunities. There was comment that the Touch Downtown banners are too small There was a question on what type of advertising our peers might be doing that we are not; Paolicelli replied that our peers are running ads more frequently thus increasing the chance of reaching the target audience, ads sizes are bigger and/or more than one page. Paolicelli also commented that our competitors are going after the religious market which we are prime for. Cassie Stox followed with a report on the frequency of our ads in their respective media. Paolicelli reported that Chancellor Thorpe is pushing to run ads on their behalf in which the Bureau is assisting by running ads in Carolina Alumni and Tar Heel Monthly. She also reported that Dick Baddour has offered a strategic relationship on Tar Heel Blue site and, on the recommendation of Barry Jacobs, the Duke banner will begin September 1 on the Duke site as well as continuation with the 3 for 1 ad with photos campaign. Creston Woods requested a motion to approve the marketing plan as presented. Dave Gephart motioned to accept marketing plan and budget to do so, Rick Strunk seconded. With all in favor, the motion was approved. Budget & Finance Finance Chair Director, Bob Ward, reported that the occupancy trend is not good; July was a problem, reiterating that the extra 1% kept us above water. Referring to the July Budget YTD report, Ward reminded members that the County put a freeze on capital spending and that market research dollars were part of the overall 10% cut required by the County for this budget year. Ward also reported that year-end transactions for interest and the administrative fee have yet to be posted as depicted on the June & YTD/13th mo report. Paolicelli commented that we succeeded the budgeted $900,000 occupancy revenue with $935,220. She also stated that finance director Gary Humphreys reported the Bureau’s fund balance to be $400,000. However, $126,000 must be held in reserve by county statute. Paolicelli reported that according to Humphreys, he would have no problem releasing the remaining balance if the board approves. Paolicelli recommended $100,000 of general funds be used for marketing, noting that the County Commissioners must approve any request from fund balance. Creston Woods requested a motion to approve the recommendation to use $100,000 of the General Fund balance for marketing this budget year. Dave Gephart so moved with Bob Ward seconding. With all members in favor the motion was approved. Executive Directors Report Executive Director Paolicelli reported that since 1992, 700 hotel rooms have been added along with more exhibit space and now with the new hotel(s) coming in, would therefore like to hire someone to help Linda. Paolicelli informed members that she and EDC Director Brad Broadwell met with the interim county manager and were informed that because the Visitor Bureau has it’s own revenue source, she could work directly with Human Resources on filling this position. Paolicelli reported that the town of Chapel Hill is funding a Way Finding project, taking away single signs and replacing with multiple listings on one sign. However, UNC wants to take down the Bureau’s Visitor Center sign and replace with a UNC Visitor Center sign. Paolicelli commented on the need to delineate the Bureau’s visitor center and UNC’s noting that Missy Julian-Fox (UNC visitor center director) wants to drive more traffic to UNC. Discussion ensued with key points as: More signage is needed Design is critical Planning with other towns and Orange County is needed for a unified look Hillsborough is already underway with their Way Finding project. Planning Director Margaret Hauth has information and is the contact person for signage in Hillsborough. Paolicelli then reported that County Commissioners would consider adding a privately funded heritage/genealogy center in Hillsborough. The BOCC is hearing the recommendation in October. Word is that they will want to use part of the Bureau’s fund balance to help fund the project. Paolicelli updated board members on the meeting with planners and the Hyland Group in DC. NEW BUSINESS Rick Strunk moved to have Creston Woods serve as Chair, replacing Mark Sherburne. Frances Dancy seconded. All members were in favor. Robert Ward made a motion requesting that the Board of County Commissioners receive board minutes recorded at each Visitors Bureau board meeting. This was seconded by Rick Strunk. The motion was amended after Jim Ward asked that the town of Chapel Hill’s Council receive full minutes as well. Lee Pavao provided commentary that we should extend a professional courtesy to those who make our funding possible, by keeping them informed on the works of this agency. There was discussion as to whether Carrboro and Hillsborough elected leadership should receive these minutes and it was determined that this was not necessary. The purpose of the request was to keep those who make our funding possible—the county and town of Chapel Hill-- abreast of key issues discussed and voted on at board meetings. Ward motioned to approve as amended, Rick Strunk seconded again, and all members were in favor. Board members participated in a short discussion on legislation and disbursement of possible Carrboro and Hillsborough occupancy taxes. Linda Convissor remarked how welcoming the new mural looks at the VB Jim Ward commented how Chapel Hill can help bring summer business by creating new events for day-trippers and overnighters i.e. marathons, etc. with the Bureau’s help. He also commented that North Carolina Central’s Hospitality program might be able to provide help on an apprentice level, with the ‘green’ group meeting market. Cindy Shay is the sustainability coordinator. Ward then informed members that the National Home Builders Association is holding their 2010 conference in Raleigh with an expected 1500 people. Ward suggested a co-op with Raleigh on this event. Ward also suggested starting up the solar house tour again. Frances Dancy suggested going after the family reunion market for summer business. OLD BUSINESS No old business ADJOURNMENT With no other business to discuss, Creston Woods adjourned the meeting at 9:45 a.m. _______________________________ _________________________________ Minutes Drafted by: Minutes Accepted by: Laurie Paolicelli, Executive Director Creston Woods, Chair ________________________________ _________________________________ Date Date