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HomeMy WebLinkAboutCH-OCVB minutes 031809Minutes Chapel Hill/Orange County Visitors Bureau Board March 18, 2009 The Chapel Hill/Orange County Visitor’s Bureau Board met at The Inn at Teardrops – Host, Tom Roberts 175 W. King Street, Hillsborough Board Members Present: Lee Pavao, Barry Jacobs, Rick Strunk, Frances Dancy, Bob Ward, Jim Ward, Greg Overbeck, Creston Woods, Mark Sherburne, Dave Gephart, Jon Wilner, Linda Convissor, Dwight Basset, Jim Parker Members Absent: James Harris Other’s Present: Brad Broadwell, O.C. EDC Director; Bruce Wlach, Jennings Co. Staff Present: Laurie Paolicelli, Tina Fuller Guests: Martha Shannon, Director Orange County Arts Commission, Alice Levinson, Chair OCAC CALL TO ORDER Mr. Mark Sherburne, Chair, called the meeting to order at 8:00 a.m. WELCOME Chair Sherburne welcomed everyone and after thanking Tom Roberts for hosting this months meeting gave him the floor. Roberts briefly gave the history on The Inn at Teardrops stating that it originally started out as an inn in the 1760’s. Roberts bought the property in 1986 and opened in 1987 as a B&B. The B&B has six guest rooms and is available for weddings, receptions and meetings. Roberts also informed board members of his Chatham Mills Building project, which has been 10 yrs in the making. Chair Sherburne then introduced Mike Troy, Poet Laureate for Hillsborough. Troy recited his poem Café Society. APPROVAL OF MINUTES Chair Sherburne requested a motion to approve the February 18, 2009 minutes. Lee Pavao noted a few discrepancies: Pavao did attend the last meeting and Dwight Bassett was referred to as Dwight Harris. Dave Gephart moved to accept with changes, Lee Pavao seconded. With all board members in agreement the motion was carried unanimously. GUEST SPEAKER(s) Chair Sherburne introduced Martha Shannon and Alice Levinson from the Orange County Arts Commission. Alice Levinson, Chair of the Commission, notified board members that the OCAC is interested in establishing arts as an economic stimulus in the community. Levinson informed that the arts community is only 2nd to sports and Orange County rates second in the state for artists per capita. Asheville is no. 1. Levinson introduced a new project for the OCAC – a gallery for Orange County Artists. Levinson gave the floor to Martha Shannon, OCAC Director for further details. Shannon explained that the gallery would be open to visitors for the purpose of finding what kind of art is in our area. Writers and artists would jointly use the facility, which would be based on a model located in Asheville, NC. Shannon stated that Chapel Hill would be the proposed location and requested that the Visitors Bureau collaborate on the project. Shannon went on to say that the Commission is collaborating with the Durham Arts Council, the City of Raleigh arts Commission and the United Arts Council of Raleigh and Wake County to use funds for an arts economic impact study that would measure four key areas of North Carolina’s economy: 1) full-time equivalent jobs supported, 2) personal income paid to residents, 3) revenue generated to local government and 4) revenue generated to state government. Visitor Bureau Executive Director Laurie Paolicelli commented that the gallery would showcase who we are and she would meet with Dwight Bassett, EDC for Chapel Hill in this regard. Shannon and Levinson concluded their presentation with mention of the Orange County Library in Hillsborough that would showcase local art outside. The floor was then given to Paolicelli to discuss budget concerns. REPORTS Marketing, Budget & Finance Paolicelli reported that the County is amidst a tremendous budget shortfall and noted that the 1% occupancy tax increase was a timely and appropriate request as we would be down in tax revenue by 9%. Paolicelli also stated that the fund balance is at 30% and projects a surplus of 40% by fiscal year end. Paolicelli stated that with this in mind Jennings & Co. is proposing a $60,000 summer campaign. The floor was then given to Jennings rep., Bruce Wlach. Wlach stated that the proposed ads are based upon Pelletier’s study findings to emphasize community value and affordability, even though a specific offer has not been identified yet (proposed ads were passed around). Wlach also noted that for now they just need to get approval on which direction to take. Wlach stated that compared to last summer’s ads, these are smaller and key words were changed. The proposed ads dictated the following: Family vacation 3 towns for price of one (needs a definitive offer) Vacation in the middle of the state, affordability Chapel Hill has so many things to offer, might forget about affordability Wlach went on to say that Jennings drafted a media plan focusing on key feeder models – weekend and travel sectors. He also stated that the creative is image based with affordability to drive traffic to the VB’s website; value being more the message rather than discount. Comments made by board members included the importance of an email campaign; offers coordinated with hotels, ads should be bigger, value offer stronger, email address bigger. Chair Sherburne then gave the floor to Finance Chair, Bob Ward, to report on budget and propose funding options for the summer advertising campaign. Bob Ward opened with a question to Bruce Wlach on whether the ad prices could be negotiated. Wlach responded that when the time comes they would push to get better pricing. Ward then reported that occupancy receipts are up by 12% through January. Ward reminded members that for the annual budget occupancy receipts lag about a month and revenue from the Town of Chapel Hill would increase to $130,000. Travel, Strategic Alliances and Trade Shows have been cut by 2% to meet the County’s budget reduction requirement. Ward then proposed to use the $38,000 left in the frozen reoccurring capital account for the April, May & June summer advertising campaign and the balance out of next years budget. One board member cautioned that more budget cuts might arise due to the state budget funding for schools that the County will have to match. Also, that the board needs to prepare the BOCC on the why and ROI for the summer campaign supplemented by a projection on the economic impact of this campaign. And, last that the revenue should come straight out of the fund balance rather than reoccurring capital. Other comments on the campaign were to drive the Wednesday, Thursday and Thursday, Friday market, drive visitors to the VB website through sweepstakes, most of our attractions are free which needs to be emphasized, Charlotte, Asheville and Concord are now advertising for our market, may want to partner with Chambers to produce a downtown package. With all feedback taken and moving forward, Chair Sherburne requested a motion, Bob Ward moved to take the proposal to the County as soon as possible showing the impact of using the fund balance for the summer marketing campaign. Dave Gephart seconded. With all in favor the motion was approved NEW BUSINESS Paolicelli and Griffin would be meeting with Tar Heel Athletics the following week to discuss year two of Touch Downtown and ways in which the Bureau, together with other partners, could layer more marketing on to this successful campaign and lure even more visitors to the area next year. Town of Chapel Hill adopted a new parking ordinance implementing courtesy tickets to first time offenders. Departments of the School of Public Health will be using local caterers using locally grown food for on campus dining. Attendance was good for the NCHSAA basketball finals. No room nights, however several thousand visited the BB Museum and spent time around time contributing to sales tax revenue. Grass Roots in Carrboro, Walk Carrboro (website in progress) Barry Jacobs updated the board on the possibility that the Orange County Library might lose its– genealogy and ancestral history room with the Library’s new move. Currently the room uses 370 sq ft but it needs more. The room may be relocated to Orange County library in Hillsborough but currently the new Library Director is not recommending that. Barry asked Laurie Paolicelli to share with the Board, the letter she sent to the County Manager in support of finding a new home for the Heritage Center. It is attached herein. Paolicelli reported that the original Culture Zone board had dismantled due to a task that was daunting and expensive without having a paid staff member and real budget. But Paolicelli reported that she and John Wilner had been working on a new direction for a future marriage of marketing materials between tourism and the local arts scene. The website—now in development—and an 8 page insert in the Visitors Bureau’s new 2009 Guide, will be unveiled at the April board meeting, along with a recommended plan as to how the campaign will progress. OLD BUSINESS No old business to discuss ACKNOWLEDMENTS Board member Dave Gephart commended VB Sales Director Linda Ekeland on the success of the UNC March Madness Blitz ADJOURNMENT With no other business to discuss, Chair Sherburne requested a motion to adjourn. _____so moved with Lee Pavao seconding. With all in favor the meeting adjourned at 9:15 a.m. ___________________ _____________ _________________________________ Minutes Drafted by: Minutes Accepted by: Laurie Paolicelli, Executive Director Mark Sherburne, Chair ________________________________ ___________ ______________________ Date Date