HomeMy WebLinkAbout2024-05-15 CHOCVB Agenda HILL
CHAPEL HILL/ORANGE COUNTY VISITORS' BUREAU
BOARD OF DIRECTORS MEETING
8:00 A.M.-9:30 A.M.
Wednesday, May 15, 2024
Hampton Inn, Carrboro
Free parking, breakfast
i. Call to Order Karen DeHart, Chair
ii. Introductions Room Round Table
iii. Introduction of summer student intern Jaleah Taylor
iv. Approval of Minutes Karen DeHart, Chair
V. Executive Director's Report Laurie Paolicelli, Chair
Vi. Marketing update Clean Advertising Agency
Vii. Trolley Parked in lot for photos
Viii. Budget preview Hannah Hemphill
ix. New Business of Board Members Karen DeHart, Chair
X. Old Business Karen DeHart, Chair
xi. Adjournment
Chapel Hill/Orange County Visitors Bureau
Advisory Board Meeting at Carolina Inn
April 17, 2024
8:00—9:15 AM
Board Members Present: Sharon Hill, Karen DeHart- Chair, Heidi Werner-Dawson, Anita"Spring" Council,
John Hartman-Brown, Wendy Smith, Jeri Lynn Schulke, Matt Hughes, Randee Haven-O'Donnell, Donald
"DR" Bryan, Shannan Campbell, Sam Vadgama, Steve Peck, Tanya Moore,Anna Richards
Not Present: Grace Holtkamp, Paris Miller-Foushee, Meredith Saybe
Staff Attendance: Laurie Paolicelli,Marlene Barbera, Hannah Hemphill,Katie Murray, Steve Brantley
Guests: Karen Tessier, Mark Sherburne, Tim Hoke
Call to Order
Karen DeHart, Chair called the meeting to order 8:11 AM.
Welcome by Mark Sherburne
Round Table Introductions
Special Guest Karen Tessier, visiting from Asheville. Has a background in downtown development,
consulting, and more.
Approval of Minutes
Karen Dehart requested a motion to approve the March 20, 2024 minutes. Spring Council made a motion to
approve the minutes and Jeri Lynn Schulke seconded the motion. With all members in favor, the minutes
were approved as submitted.
Executive Director's Report
Presentation
• Hotel demand remains strong, and occupancy has increased 6 points, from 57.8% to 63.9% for the
month of February.
• Room rates are starting to level off.
• Short term rentals in Orange County had a growth in supply 32.4%. Demand also grew but by a lesser
margin. Average Daily Rate (ADR) has shown the greatest decline so far this year.
• Key projects:
o Redesigning visitchapelhill.org website
o Management of chapelhilldiversity.org website
o Outbound media trips with VisitNC
o Inbound travel blogger hosting
o Travel tradeshow participation
o Advertising in online and traditional publications
o In production for new longform video and 10 Sneak Pique's at area attractions.
• July Soccer Tournament
For Approval May 15, 2024
o Event organizers will be in Chapel Hill on April 24 and 25th to conduct media visits with major
media outlets.
o Photo opportunities with town leadership with mascots.
o Task force—Direct outreach to businesses in Chapel Hill/Carrboro, toured Raleigh Trolleys to
have them run a loop between Chapel Hill/Carrboro. Hotel outreach to find out minimum night
stays vs. not. Only 3 hotels have a minimum night stay. Activation of businesses Monday,
Tuesday, Wednesday with Trolleys from 1-9pm.
o Our goal is to boost restaurant sales during summer soccer game via trolley tour.
• Tourism happenings:
o Generating PR for Orange County Historical Museum
o Seeing an increase in leads for group business to our office
o Supporting April and June Pride activities on campus and other areas
o Marketing preparation for Manchester City v. Celtic game at Kenan Stadium
• Other announcements:
o The Visitors Bureau applied for a grant with America 250 to showcase increased access to
accessibly.
o Request to Department of Transportation for signage advertising attractions.
o Walking tours available on Saturdays from the Welcome Center. Heart of the Hills tours with
groups of up to 12, including residents and visitors.
o Internal Staff Retreat to discuss research results from Destination Next survey.
0 3rd Annual Open House May 16, 2024 from 4-6 pm at 308 W. Franklin Street
New Business
Steve Brantley(Orange County Economic Development) reports that small business grant activity has
rebounded, with demand currently 2-3 times higher than available funds. Additionally, there is increased
interest in recruiting larger-scale businesses,with promising prospects in both Hillsborough and the Buckhorn
economic development district. Over the last four years, half a million dollars have been invested, and the
level of companies currently showing interest suggests that this figure could double easily.
Shannan Campbell (Town of Hillsborough): River Park concert this weekend(April 20th), Handmade
Parade and Arts Council weekend of art announced, Climate Action Challenge concluding, potential
relocation of Efland Seafood Festival to Hillsborough, high food and beverage tax revenue noted.
Matt Hughes (Town of Hillsborough): Outlandish event scheduled for September 28th, observing increased
business transitions, including retirements.
Steve Peck(Historic Alliance): Announces the 18th Preservation Day and a Derby party on May 4th at the
Whitted Center.
Katie Murray(OC Arts Commission):
• Uproar event returning in August 2025,Arts Commission planning a rebrand, involvement in nationwide study
on arts impact, 1.5C climate change exhibit at Eno Mill until April 27th.
21 Page CHOCVB 130D Meeting April 17 , 2024
For Approval May 15, 2024
• A Triangle-wide fundraiser for the arts was a success, featuring an in-person live watch party. Details
regarding the Arts Council funds are yet to be determined. They will be used to cover funding for a
staff position and exhibits at the mill.
Anna Richards (Orange County Commissioners): County Manager retirement announced, Director of DEI
program vacancy, encouragement for Juneteenth celebrations with a kickoff event planned at Eno Mill.Top of
Form
Jeri Lynn Schulke (Chapel Hill Downtown Partnership): Many openings in the 100 block area including
Pulp, Playa Bowls, Starbucks relocation, Proxmio opening Ye Olde Waffle space, Cosmic Cantina moving
onto the street. Additionally, Moshi Moshi is reopening with a high end gift store, Purple Bowl is relocating to
the 500 block of East Franklin and Well is in the old Visitors Center. Plans for strategic retreats to plan for
Downtown Partnership's future.
Randee Haven O'Donnell(Town of Carrboro): Highlights upcoming festivals including CD and Vinyl
Show, Freight Train Blues, Small Town Pride, and a Community Dinner on the 28th.
Jon Hartman Brown: Flying Pierogi opening, significant business transitions including two loans for
businesses, OC Southern Branch Library opening in August.
DR Bryan (Southern Village): Announces a June 14th Symphony event and the arrival of a new Mexican
restaurant.
Heidi Werner-Dawson (Carolina Inn): Fridays on the Front Porch starting this Friday. Celtic group going to
be in town May 15th for a few days for PR purposes.
Wendy Smith (ArtsCenter): $130k was raised at the ArtsCenter Gala, which the Visitors Bureau helped
sponsor.
Next meeting: Wednesday, May 15, 2024 at the Hampton Inn & Suites
The meeting was adjourned at 9:11 AM.
31 Page CHOCVB BOD Meeting April 17 , 2024
Current and YTD Expendituresand Revenue
April 2024
nth YTD
U, dudesfunds encumbers nr o ,B�pGET U
REVENUE
Cha el Hill Support $50,000.00 $200,000.00 $375,000.00 53.3%
Occupancy an Tax* $162,311.13 $1,732,914.24 $1,852,791.00 93.5%
1 nterest $0.00 $14,183.00 $0.00 100.0%
ArtsCommission Revenues $0.00 $157,616.71 $178,710.00 88.2%
TOTAL $212,311.13 $2,104,713.95 $2,406,501.00 87.5%
Transfers General Fund $0.00 $0.00 112,000.00 0.0%
11,467.05 Outside Agencies Fundin $3,822.25 $11,467.05 $15,289.00 75.0%
Transfers County Administrative Feil $0.00 $0.00 $83,592.00 0.0%
SalarieslBenefits $51,123.14 $532,079.35 $580,239.00 91.7%
Subtotal $51,123.14 $532,079.35 $580,239.001 91.7%
Operations
Travel $2,384.78 $14,969.19 $29,325.00 51.0%
M ileage $1,039.11 $6,563.94 $6,513.00 100.8%
Telephone $1,034.29 $3,311.14 $9,964.00 33.2%
Postage $0.00 $2,293.07 $3,500.00 65.5%
Freight $673.50 $3,323.06 $6,050.00 54.9%
Building Rent $11,721.00 $148,221.53 $170,760.00 86.8%
Printing $119.50 $2,826.20 $3,300.00 85.6%
Dues $292.00 $16,783.00 $17,537.00 95.7%
Subscriptions $9,626.68 $45,950.64 $46,224.00 99.40/6
Dept Supplies $739.10 $21,657.00 $28,500.00 76.0%
OfficeSupplies $7.99 $577.37 $600.00 96.2%
Contract Services $1,007.30 $15,687.64 $19,886.00 78.9%
Electricity $272.22 $2,973.32 $11,750.00 25.3%
Credit Card Machine $0.00 $0.00 $252.00 0.0%
Strategic Alliances $0.00 $9,231.25 $10,950.00 84.3%
Subtotal $28,917.47 $294,368.35 $365,111.00 80.6%
Advertising $44,772.40 $923,058.72 $1,116,935.00 82.6%
Sales& Promotion,Events,Ent. $4,448.79 $77,921.62 $92,383.00 84.3%
Marketing Trade Shows $0.00 $14,689.72 $14,775.00 99.4%
SalesTravel $0.00 $2,746.36 $10,800.00 25.4%
Research $0.00 $10,400.00 $12,600.00 82.5%
Publications $7,892.00 $93,965.12 $145,500.00 64.6%
Subtotal $57,113.19 $1,122,781.54 $1,392,993.00 80.6%
Total Overhead,Personnel $137,153.80 $1,949,229.24 $2,533,935.00 76.9%
Recurring Capital Building Im rovements $0.00 $0.00 $25,000.00 0.0%
Arts Commission
Personnel Salary/Benefits $17,693.65 $171,338.08 $187,043.00 91.6%
Operating Travel $0.00 $3,284.13 $3,300.00 99.5%
M ileage $0.00 $819.12 $1,500.00 54.6%
Telephone $264.98 $2,504.35 $2,871.00 87.2%
Postage $0.00 $16.96 $100.00 17.0%
Building Rent-71390 $9,284.04 $101,740.67 $110,786.00 91.8%
Printing $0.00 $1,830.57 $3,575.00 51.2%
Advertising $0.00 $9,282.32 $10,000.00 92.8%
Dues $0.00 $450.00 $405.00 111.1%
Dept.Supplies $0.00 $6,062.97 $6,000.00 101.n%
Dept Supplies-71390 $0.00 $6,361.71 $14,846.00 42.9%
OfficeSupplies $0.00 $918.60 $1,000.00 91.9%
Contract Services-71390 $0.00 $0.00 $0.00 0.0%
Program Expense $488.44 $32,939.45 $38,787.00 84.9%
StateArtsGrant $11,000.00 $45,508.00 $48,082.00 94.6%
Local Arts Grant $0.00 $28,600.88 $28,800.001 99.3%
Total Arts Commission $38,731.11 $411,657.81 $457,095.001 90.1%
TOTAL Expenses $179,707.16 $2,372,354.10 $2,991,030.00 79.3%
Tab 5-DBM Orange County,NC+:Chapel Hill-Orange County Visitors Bureau Currency:USD-US Dollar
cnapel Hill-Orange county visitors bureau
For the Month of March 2024
Percent Changes for the Month of March
250
200 -
150
100
50
0
-50
-100 _.........._.. _.........._. _............
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
-4-Occupancy -m-ADR -RevPAR
Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su
� Mar
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Thisyear 86.4 93.7 47.6 68.9 89.9 70.5 68.8 63.5 71.3 46.0 50.0 67.3 67.4 65.3 62.5 52.5 45.1 64.8 71.0 83.8 88.6 86.2 85.6 57.8 75.8 84.7 74.0 56.8 67.9 59.3 42.2
Last year 47.3 67.5 81.0 83.4 47.7 55.9 64.1 61.6 62.9 69.7 73.6 42.2 51.9 60.0 64.2 67.9 67.6 57.8 41.9 55.1 63.9 70.0 81.2 91.9 91.4 55.7 62.1 66.6 71.2 78.3 92.0
Percent Chane 82.7 38.8 -41.2 -17.4 88.5 26.2 7.3 3.0 13.4 -34.0 -32.0 59.6 29.9 8.9 -2.6 -22.6 -33.3 12.1 69.3 52.0 38.7 23.1 5.4 -37.1 -17.1 52.0 19.1 -14.7 -4.6 -24.3 -54.2
7 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
This year 244.10 255.89 148.75 151.48 171.79 143.51 147.71 159.17 168.33 133.46 133.97 140.06 139.07 147.34 160.99 151.56 134.28 149.18 153.93 164.39 175.31 194.62 193.96 154.34 165.81 158.37 153.07 148.84 165.82 147.54 135.36
Last year 140.50 166.11 225.45 267.64 147.70 148.64 148.27 146.43 141.88 173.64 183.32 136.98 142.00 140.67 143.61 150.82 165.21 159.46 147.70 142.90 149.76 150.84 158.33 190.52 199.87 149.54 154.32 150.63 159.86 166.26 197.83
Percent Change 73.7 54.0 -34.0 -43.4 16.3 -3.5 -0.4 8.7 18.6 -23.1 -26.9 2.2 -2.1 4.7 12.1 0.5 -18.7 -6.4 4.2 15.0 17.1 29.0 22.5 -19.0 -17.0 5.9 -0.8 -1.2 3.7 -11.3 -31.6
Mar
1 2 3 4 5 6 7 8 9 10 11 12 13 14 75 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
"Last
210.98 239.71 70.79 104.44 154.39 101.19 101.57 101.00 120.05 61.34 67.02 94.29 93.80 96.25 100.64 79.60 60.55 96.70 109.31 137.78 155.35 167.73 166.07 89.26 125.71 134.22 113.28 84.59 112.67 87.44 57.06
66.47 112.12182.61 223.31 70.43 83.05 94.99 90.24 89.20 121.00 134.85 57.79 73.75 84.40 92.18 102.37 111.72 92.18 61.94 78.77 95.66 105.59 128.64 175.03 182.75 83.37 95.87 100.36 113.90 130.20 182.00
217.4 113.8 -61.2 -53.2 119.2 21.8 6.9 11.9 34.6 -49.3 -50.3 63.2 27.2 14.0 9.2 -22.2 -45.8 4.9 76.5 74.9 62.4 58.9 29.1 -49.0 -31.2 61.0 18.2 -15.7 -1.1 -32.8 -68.6
Mar
11 7 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 _29 30 31
This year 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1800 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600
Last year 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600. 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600 1600
Percent Change 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
�. Mar
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
This year 1383 7499 761 1703 1436 1128 1100 1015 1141 735 800 1077 1079 1045 1000 840 721 1037 1136 1341 1418 1379 1370 925 1213 1356 1184 909 1087 948 674
Last year 757 1080 1296 1335 763 894 1025 986 1006 1115 1177 675 831 960 1027 1086 1082 925 671 882 1022 1120 1300 1470 1463 892 994 1066 1140 1253 1472
Percent Chane 82.7 38.8 -41.2 -17.4 88.5 26.2 7.3 3.0 13.4 -34.0 -32.0 59.6 29.9 8.9 -2.6 -22.6 -33.3 12.1 69.3 52.0 38.7 23.1 5.4 -37.1 -17.1 52.0 19.1 -14.7 -4.6 -24.3 -54.2
Mar
7 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
This year 337569 383543 113264 167109 241020 161897 162506 161592 192080 98149 107231 150865 150080 154001 161026 127362 96874 154728 174888 220443 248567 268366 265711 142809 201141 214749 181244 135344 180269 139904 91296
Last year 106356 179396 292174 357293 112888 132883 151977 144378 142723 193600 215766 92457 117997 135043 147482 183785 178757 147493 99104 126038 153050 168939 205829 280054 292399 133385 153394 160589 182233 208322 291195
Percent Change 217.4 113.8 -61.2 -53.2 119.2 21.8 6.9 11.9 34.6 -49.3 -50.3 63.2 27.2 14.0 9.2 -22.2 -45.8 4.9 76.5 74.9 62.4 58.9 29.1 -49.0 -31.2 61.0 18.2 -15.7 -1.1 -32.8 -68.6
A blank row indicates insufficient data.
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Fiscal Year 2023-2024
April 2024 Sales Report
Current Month Year to Date Same Period Last Year
Confirmed Bookings 4 26 25
Number of Room Nights 185 1871 2217
Estimated Spending $65,966 $791,125 $662,190
Leads Generated 14 123 132
Leads:
• Whitley Wedding. Sept 2024. 22 room nights
• 2024 Holiday Celebration Dec 2024. 10 room nights. Lunch for 150
• School of Medicine Staff Gathering. May 20241 day event for 130
• MAA Board Meeting 2024. Sept 2024. 36 room nights. 2 day meeting for 30
• IMDSA 2025 R&R Conference. July 2025. 115 room nights. 2 day meeting for 120
• Titan Director Meeting, June 2024. 141 room nights. 3 day meeting for 85
• 2025 Winter Summit. Jan 2025. 434 room nights. 7 day meeting for 120
• Oncology Practice and Apply Cycle 2. May 2024. 70 room nights. 6 day meeting for 14
• Foundational Capabilities. 16 room nights. 2 day meeting for 40
• Rhodes & Bousquette Wedding. Nov 2024. 51 room nights.
• Cooper/ McCarthy Wedding. July 2024. 22 room nights
• Financial Education Conference. April 2024. 1 day meeting for 250
• MDB Government Contractor Annual Meeting. November 2024. 65 room nights. 2 day
meeting for 65
• Workforce Development Center Staff Retreat. August 2024. 20 room nights. Networking
event for 35
Sales Activities:
• Completed end of month report
• Attended Weekly staff meetings
• Follow up with venues that have not responded to RFP's.
• Follow up with planners that have outstanding RFP's.
• Posted relevant destination content on Linkedln
• Completed goals form for county departmental budget
• Call with Sara Whitley to discuss wedding
• Purchased flowers and planted them at Welcome Center for spring
• Call with Victoria Gioia to discuss their corporate holiday party
• Several calls to discuss the marketing/trolley for Man City vs Celtic July 23 event
• Meeting with Mayanthi Jayawardena about the live painting at Open House
• Met with Anna from Raleigh Trolley. Went to see the trolleys.
• Meeting with Jeri Lynn and Bridget to discuss marketing/promotions/engagement from
downtown businesses for the FC Soccer game
• Attended and presented at the Advisory Board meeting
Fiscal Year 2023-2024
April 2024 Sales Report
• Attended bi-weekly calls with Clean to discuss advertising and marketing campaigns
• Call with Paula from Small Market Meeting to discuss the Chapel Hill meeting market,
venues, group activities, etc. for her upcoming article on North Carolina.
• Attended a focus group for Visit NC in Raleigh
• Spoke with planner Anita Wiler about her RFP, we turned it down. We don't a venue
large enough.
• Contacted planner Amber Jeffcoat for the Titan Director Meeting to see about getting the
Sheraton added to the RFP. I was able to forward to them.
• Researched purchases to make for the Open House; products for interactive activity,
compostable supplies, etc.
• Call with Nastasha Dunn to discuss venues for their semi-annual staff gathering. Did E-
Introductions with Natasha and possible venues.
• Contacted planner Cherelle Whitfield to see about adding Chapel Hill hotels to her RFP.
I was able to forward lead to Chapel Hill venues
• Contacted hotels to see if they are requiring minimum night stay during July 23 soccer
match
• Submitted editorial content to Convention South Event Planners guide for NC
• Call with planner Lynn Tomkins to discuss venues for her conference. Sent list of group
activities
• Determined scope and purchased rentals from American Party Rental for Open House
• Completed sales information needed for budget document
• Assisted Carlos Fillman with transportation companies for his wedding guests
• Call with Chae Rim Lee about conference venue locations
• Assisted Maria Jacavino with the Graduate with hospital rate program
• Submitted tentative food order to the Root Cellar for Open House
• Send emails and connected to locally made food/item makers in Orange County.
Created spreadsheet to track costs per item for us to purchase for gift baskets and
sales/media missions.
• Contacted planner Erica Trout to see about adding OC venues to her RFP. Sent links to
venues. She added the Sheraton
• Contacted planner Melanie Wimmer to see about adding OC hotels to her RFP. She
said I could forward the lead.
• Wrote a blurb on what to do here during the soccer match for our website
• Connected the team from Sports Endeavors with DCHP to find a brick and mortar
location for a merchandise shop during the soccer game. They were connected with
property management owner Antoine owns Aveda building.
• Contacted Cvent about renewal and rates and contract. Connected Chelsea with
Hannah
• Drafted a letter to downtown businesses about what "extras" they can do when visitors
are in town for Man City vs Celtic. Hand delivered information to West Franklin Street
businesses about getting involved when visitors will come in for the July 23 soccer game
• Assisted Richard Ellington with ideas for a restaurant with private space for his meeting
• Assisted Libbie Hough with link to OC government facilities rentals.
Fiscal Year 2023-2024
April 2024 Sales Report
• Call with Caroline Hausler of OC Solid Waste to discuss Open House and compostin
Definites:
• NCSU Forest Productivity Cooperative. $25,052, Friday Center
• UNC School of Medicine Staff Gathering. $10,260. Southern Community Park
• Hodges/Taekman Wedding. $6,977. Sheraton
• Festival of Hope. $23,677. Sheraton
Lost:
• Towne/Lamb Wedding. Cancelled
• Brightly Software Sales Kick-Off. Cancelled.
• IAAO- Preparation & Trial Seminar. Cancelled.
• 2024 Red Hat Open HR Conference. Too large for any OC venue
• 2024 TAS Retreat. Availability
• Trial Lawyers College. Availability
• Merz Ax End of Year Celebration. Booked at Westin RTP
• Ruffalo/ Fillman Wedding. Cancelled. Client decided not to block rooms.
• Titan Director Meeting. Availability
• Foundational Capabilities. Booked at Doubletree Hilton Greensboro
• Financial Education Conference. Booked outside OC
• Duck Donuts Biennial Conference 2024. Cancelled.
• NOAA Financial Assistance workshop. Cancelled.
• NC Catholic Daughters of the Americas. Booked at Doubletree RDU
• Lin/Ho Wedding. Booked outside OC
• 2024 Global Clinical Team Meeting. Booked at AC North Hills
• NC Budget Association Winter Meeting. Booked outside OC
• Oncology Practice and Apply Cycle 2. Booked at Courtyard RDU Brier Creek
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Chapel Hill/Orange County Visitors Bureau
Communications Report
April 2024
Monthly Statistics Current Month 23-24 YTD 22-23 YTD 22-23 Totals
Definite Runs: 21 210 230 276
Bureau Referenced: 14 111 100 124
Triangle: 13 293 372 390
Regional: 5 161 169 180
National: 5 113 90 103
International: 3 29 40 47
Total Media Assisted: 12 136 120 136
Media/Social Media& Communications Department Highlights
Publications/Flyers/Online Campaigns/Videos in April— 15,000 24-25 Visitor Maps arrived on April 16.What's
Open in April sheet and placed in Welcome Center for walk-in visitors. Sent Summer Ad in April 17 to for Southern
Travels Magazine for May/June issue which will go with a one-page editorial piece. Clean filming second found of
Sneak Piques including Union Grove Farm,Hillsborough BBQ,Volume Records, Rocks+Acid Wine, Tonya's Bake
Shop, Epilogue, Carrburritos, Spring Haven, and 401 Main Street, Woodcrest Farm and Botanist+Barrel. Saw new :30
Chapel Hill Video on April 14 and music was selected for final version done on April 26. Reels for Fridays on the Front
Porch on April 18,Reed on Wind Down Wednesdays at La Vita Dolce on April 15 and AC Hotel on April 1. Patty wrote
and sent May Check It Out on April 29 to 3,647 subscribers.Updated Welcome to Chapel Hill Brochure with new cover
and updated information and approved for printing April 30.
Work with VisitNC -Travel Writers—Working on itinerary for VisitNC Travel Writer FAM coming on May 22 as part
of a three day North Carolina Visit to High Point, Chapel Hill and Cary.
April Travel Media Assistance—Assisted Daily Tar Heel on Planning and Zoning story contact people,Daily Tar Heel
story on parking; Followed up with Atlanta sports writer James Clemons; Sent information and photo to Tar Heel
Citizen on walking tours available; Info for Summer Article in Southern Travel+Lifestyle Magazine; Sent photos and
information to Small Market Meetings Magazine on Meetings updates; Sent ConventionSouth information for NC
Event planning guide Chapel Hill updates; Sent Morgan Creek photo to Triangle Gardener Magazine for story;
April Stories Appearing and/or Media Mentions—Mentioned in the March/April Southern Travel+Lifestyles
Magazine in North Carolina Colors story;Local Reporter includes Laurie Paolicelli Orange Slice Columns throughout
the month; Garden& Gun mention on Tonya Council's Strawberry Lemon Bars;Daily Tar Heel story on Florafitti
mentions Bureau; WCHL Chapel Hill story on Path Accessibility mentions Our guide; Local Palate story on Weekend
Getaway in Hillsborough by Katelyn Short—sent images and proofed story; TBJ story on Franklin Street Bounces Back;
Local Palate story on Carrboro Coffee rosters—sent photos and proofed; Country 107.3 Radio's Debbie Nance story on
This Vibrant North Carolina Spot is one of the 25 Best College Towns in the US;Worldatlas.com story on 7 Towns in
NC with Beautiful Architecture includes Hillsborough;Worldatlas.com story on 12 of the Most Hospitable Small Towns
in NC includes Hillsborough; Our State Magazine—5 ways to experience Historic Hillsborough and A Taste of Honey
(Bill Smith's Honeysuckle Sorbet; Chapelboro mentions Moonchester,Manchester City mascot walking down Franklin
Street.
Sent April press releases:None.April Blogs–The 10 Best Guided Walking Tours You Should Take in Orange County,
NC, Ten Gardens and Garden Events to Explore in Chapel Hill& Orange County and More Than Just Books: Check Out
These Independent Bookstores in Orange County
Other Accomplishments/Activities
Participated in Chapel Hill Downtown Partnership Board Meeting on April 4 and Board Retreat on April 5 followed up
with report to staff.
Calls with Simpleview on Website April 19,29 on Themes Discovery and Prototypes
Calls on Marketing activities and more on European Soccer in July on Api18 and 22.
Agreed to serve on Chapel Hill Advisory Committee on Downtown Right of Way Master Plan in 2024 with first Zoom
call on April 10.
Staff Meeting with Town Manager Chris Blue on April 18
Participated in VisitNC Webinar on Accessible Outdoor Trails on April 11
Participated in calls with CLEAN on 3,17,24 talking media strategies, advertising, sneak piques, and more.
Worked on NEOGOV goals for 2024
Send list of 12 Things to Do in Chapel Hill and Orange County for conference being held here per Marlene's request.
Sent Tourism Data for slide presentation to Amanda Garner
Sent Bureau goals for updates to County.
Weekly staff calls
Proof weekly Susan Rice's web calendar list
Reviewed Tina's May social media calendar on April 30
Publications Inventory to Date
As of April 30, 2024: Official 2024 Visitors Guide-16,650; Official Visitors 24-25 Map-14,400; Spring 2024 Dining
Map Pads–61, Mural Map Pads 28. For website-April Visits–51,085
Tina Fuller's Website/Social Media Report for April 2024
April 2024 social media Likes& Follows.
Platform Beginning Ending Increase/decrease Posts
(previous
month
end)
FB 24,188 24367 179 22
Twitter 5696 5696 0 14
Instagram 7070 7128 58 8
Pinterest 600 601 1 62
YouTube 342 342 0 1
Threads 979 1032 4 2
LinkedIn 287 291 4 2
Social Media work
• Day to day postings/monitoring comments on posts/monitoring mentions of VB from others/engaging on posts by
other businesses and people.
• Created partial content calendar for May.
• In February, I opened an IT support ticket for DKIM for contact after reaching out to Keith Chmura,twice in
January with no response–Nancy Largent also reached out sending instructions copying Travis. The IT Director
responded to Nancy with an update on Feb 27,but this still has not been resolved.
o Update: Apparently,the Spectrum system cannot handle the requirements of DKIM, so they are looking
for an alternative
• Added April Hometown Ambassador Tours to Triangle Weekender Calander
• Create and shared Reels for Glass Box and FOFP
• Pinterest: Requested Susan to add images with URL links to blogs/stories: guided walking tours; Ten Gardens&
Events;Hillsborough Spring Bucket List;Local Palate story on Hillsborough.
• Created a new flyer with QR codes to display in Welcome Center. QR codes link to social media channels and
Check it Out newsletter sign up. Inserted in the VGs that Susan hands out and ones in rack display—monitoring
scans in QR Code Chimp
• Chose winner of Baseball ticket giveaway using Woo Box
• Began working on Social Media Strategy for Intern,put aside as Laurie presented scope of services.
• Worked with Linda Nguyen on La Vita Dolce Collaboration$550
• Wrote article on Outdoor Adventure in Chapel Hill for The Local Palate to run May 19'
• Worked with Renee at Triangle Digital Media for last Reels on Hyatt/Southem Village,Last Fridays in
Hillsborough, and Things to Do while in town for soccer game. Plus, Triangle Weekender Inst Promo Soccer
Match ticket giveaway
• Paid social(in-house):
o On-going Facebook like campaign$5/day; Ad began 1/23/2023 now targeting Greensboro,Winston-
Salem,High Point DMA,2,019 paid likes to-date at$2,319 spend.
New Website work
Met with SV design team on microsites focusing on Accessibility and Sneak Piques, reviewed Prototype for
desktop&mobile
Current Website work
• Future Partners' Intercept survey is up to 317 participants(goal is 300). They are now in the process of cleansing.
• Blogs published or re-published: Ten Best Guided Walking Tours(Susan); Ten Gardens &Gardn Events(Patty);
More than Just Books(Susan).
• Selected Featured events for homepage.
• Monthly meet with Meredith, Success Manager
• Created Alert for International Soccer Match for homepage.
• Reformatted Landing Page for Man City and Celtic Soccer Match with slider widgets—Still a work in progress as
new info comes available.
• In an effort to collect 1St Party Data, Simpleview is working on a new form to collect emails from walk-in visitors
for newsletter sign-ups for the purpose of adding to our DMS. I requested to have a goal of collecting 50 new
emails/per YEAR added to Susan's NeoGov because her position up front provides the best opportunity to do this
—But it was declined.
• Created new accounts for restaurants in the pipeline(DMS)
Book>Direct(formally,JackRabbit)Widget
• Total Searches: 316 per GA4
• Performance Summary: Estimated Bookings 4.7; Est.Avg Booking amount$634; Est. Booking Revenue $2,985
per Book>Direct report.
• Total website referrals to hotels, 186 per B>D
Visit NC Farm app.
• Monthly meeting with State admin/Yellow Dog Creative
• Added events: Tarheel Antiques, Fernrock Farm, CHFM spring&Tues. markets, Ramble Rill
• Push notifications: Tarheel Antiques, Transplanting Traditions,McAdams Farm, CFM Strawberry event
• Met with Mike Ortosky,EDC and LP regarding new farm group with collective voice on policies
• Scheduled table for CHFM June 4'that aligns with Jaleah's scope of services for that week
Google/Yelp/Tripadviser Business pages
• Added hometown ambassador tours to Google Business page
• Added May Check it Out newsletter to Google
PhotoShelter
0 Sent link/images as requested
2023-2024 Month Website Sessions
2023- Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
2024
Leisure Hotel Hotel DV360
Campaign campaign campaign YouTube
/search begins+ stopped at ads begin
running Leisure EOM
running
Sessions 66,081 45,063 34,975 48,890 43530 48,396 50,030 52,020 58,775 51,085
Users 54,131 35,468 28,354 38,073 35049 37,944 40,753 43,051 47,963 41,313
Pageviews 109,097 74,480 65,493 80,535 76,721 73,795 80,386 88,993 98,497 88,951
New Users 37,059 39,664 41,912 46,584 40,254
Sessions by Organic Organic Organic Organic Organic
Channel Search Search Search Search Search
58%of 44%of 47%of 44%of total 48%of
total total total sessions sessions
sessions sessions sessions followed
by
display
at 29%
Average 55.53%/40 53.93%/38 52%/34s 49%/39s 52%/36s
Engagement seconds seconds peruser peruser peruser
Rate/Time per user per user
Spike in Day Saturday Saturday Sat Feb Sat Mar 2nd Saturday,
of Week Dec 9th, Jan 13th 3rd (UNCvState) April 20th
1646 885 1001 996, organic
organic organic (UNC vs followed by seach
search search Duke) Sat Mar 23
organic (NCAA MI
search StatevUNC)
Request for 56 67 69 52
Literature
Newsletter 24 26 44 49
Subscriber
RFP 7 3 6 1
Click here for April User Demographics (Atlanta is top market, double Charlotte)
Newsletters/Reports/Publications
• Tourism`By the Numbers"newsletter
• Monthly report
• Social media and website comparison worksheet updates
• e-newsletter request report-added contacts to iContact lists for Orange Slices and Check it Out.
Miscellaneous
• Attended virtual meetings with staff.
• Attended virtual meetings with Clean.
• Attended Soccer Match Planning meeting.
• Gathered performance metrics for budget purposes
• Filled in for Susan %day in Welcome Center
• Attended several zoom interviews with LP and potential Intern candidates
• Reviewed IT Liaison April Meeting recording
• Registered for ESTO Conference in August
• Attended meeting with staff& Chris Blue,TOCH manager
• Sent Patty NeoGov Perform goals for next cycle—ready for review