HomeMy WebLinkAbout2024-09-25 CHOCVB Agenda CHAPEL HILL/ORANGE COUNTY VISITORS' BUREAU BOARD
OF DIRECTORS MEETING
8:00 A.M.-9:30 A.M.
September 25, 2024
Courtyard by Marriott
Breakfast/Parking Included
L Call to Order Karen DeHart, Chairwoman
II. Introductions All Board
III. Approval of Minutes Karen DeHart, Chairwoman
IV. Reflections on Ann Arboro Board members who attended trip
V. Executive Directors Report Laurie Paolicelli, Director
a. America 250 Overview of grant opportunities
b. Visitors Bureau logo discussion Laurie Paolicelli, Director
c. Sneak Piques/New videos in the pipeline Laurie Paolicelli, Director
VI. New Business/Updates Karen DeHart, Chair
VII. Motion to Adjourn Karen DeHart, Chair
Chapel Hill/Orange County Visitors Bureau
Advisory Board Meeting
Carrboro Hampton Inn & Suites
August 21, 2024
8:00—9:15 AM
Board Members Present: Tanya Moore, Sam Vadgama, Jon Hartman-Brown, Wendy Smith, Paris Miller-
Foushee, Randee Haven- O'Donnell, Meredith Saybe
Not Present: Grace Holtkamp, Karen DeHart, Heidi Werner Dawson, Anna Richards, Matt Hughes, Steve
Peck
Staff Attendance: Steve Brantley, Laurie Paolicelli, Marlene Barbera, Hannah Hemphill,
Guests: Martina Brooks-Atma Hotel Group, Jenae Ward—UNC Friday Center, Jess Ackman—UNC Friday
Center, David Putnam—Town of Chapel Hill Economic Development, Dale Wilson- Residence Inn, Spring
Council, Jason Boyer—Media Two,Niki Bell- Media Two, Jess Herschaft- Clean
Call to Order
Laurie Paolicelli called the meeting to order at 8:07 AM.
Round Table Introductions
Ratify nomination of Karen DeHart to continue as Chair and DR Bryan to serve as Vice Chair
Meredith Saybe requested a motion to ratify the nomination of Karen DeHart as Chair and DR Bryan as Vice
Chair. Sam Vadgama seconded the motion. All members were in favor.
Ratify May minutes
Meredith Saybe made a motion to ratify the vote from the June 12th meeting approving the May minutes and
Randee Haven O'Donnell seconded the motion. All were in favor and the May minutes are approved.
Approval of Minutes
Randee Haven O'Donnell requested a motion to approve the June 12th, 2024 minutes. Meredith Saybe
seconded the motion. All members were in favor of approving the minutes.
Overview of key summer 2024 Tourism initiatives
• Carrboro music scene—QR code to Spotify list to show case musicians at Carrboro Music Festival
• Music Sponsorship— Sonark Session Live from the Barn
o Music festival at Blackwood farm
o Focus on food, live music, national jazz festival in 2026/27 collaboratively with Steve Raets
o Sonark Harvest Festival
• Soccer Game Overview of Manchester City vs Celtics
0 27k seats sold(half of the crowd last year)
o One night sell out of hotel
o Trolley—well received and should continue in summer
For Approval September 25, 2024
■ Cost of$29,000
• $12,000 for trolley rental and $5,000 for supporting printed materials
• $12,000 to advertise
• Loding revenue up $4 million
• July also saw increased demand
• Changing Visitor Amenities in Orange County
o Hockey Arena at Carraway
o Wyndham Elements Hotel
o Residence Inn Apartments
o Golf Invitationals at Finley
How are we reaching visitors and meeting planners
• Media Two—media buying agency contracted through the marketing contract with Clean, Inc. They
manage digital and traditional in-house advertising.
• Diverse background working with industries, including education, finance, government, travel and
tourism, 13213, etc.
• Leisure Campaign
o FY24 Trends
■ Tripadvisor was costly and not a valuable placement
■ Orange County had record breaking visitor spending in 2023, with the highest increase
of all NC Counties (13%)
■ 2x more conversations were recorded year over year, with the search conversion rising
227%year over year
■ Media drove 37% of new users to visitchapelhill.org
o Overview
■ Budget $372,000
■ July 1, 2024-June 30, 2025
■ Demographics 21-64 year olds
■ Geography: In state and Out of State, with a new presence in Asheville and Myrtle
Beach
o Media Strategy
■ FB & IG, search, display, digital video, publisher direct, Connected TV(streaming
devices)
■ Meredith Saybe asked about forecasting the budget allocation between the different
media channels. Niki Bell discussed that the media strategy is flexible and can shift
depending on demand and trends.
■ David Putnam asked about demographics and who is the main customer. Niki Bell
explained that we mostly see 45+, although depending on the event demographics shift.
Search skews a little younger than other platforms.
• Business & Conferences
o FY24 Trends
2Page CHOCVB BOD Meeting August 21 , 2024
For Approval September 25, 2024
■ 9x higher rate of conversion compared to 2022 campaign
■ Paid search drove most of the conversion volume at 59%
■ LinkedIn contributed the most impressions with 88% of times people saw ads was on
LinkedIn
■ Expand Reach from specific DMAs/Cities to statewide
o Overview
■ Budget: $125,000
■ Timing: 6 months (Oct-Nove+Feb-May)
■ Target Audience: Corporate meeting/event planners and decision-makers of businesses
o Media strategy
■ Display and publisher direct, social (LinkedIn), search& remarketing (Display/Social)
■ Marlene discussing how it's impacting RFPs directly—ten training meetings awarded to
the Sheraton
■ Jenae Ward asked about which social meeting platforms are being utilized with younger
meeting planners coming in. Nikki Bell answered that LinkedIn is still the best place to
reach people who are in a"business state of mind" and more intent focused. Other
platforms can be hard to reach people on for business.
Next meeting: Wednesday, September 25, 2024 at Courtyard Chapel Hill
The meeting was adjourned at 9:20 AM. Chapel Hill swag available to meeting attendings
31 Page CHOCVB BOD Meeting August 21 , 2024
Current and YTD Expendituresand Revenue
August 2024
tMgth YTD ud� s u�
uc<eOdudes funds encumber hDUa�B o5ODGE
REVENUE
Chapel Hill Support $0.00 $0.00 $375,000.00 0.0%
Occupancy Tax* $177,006.30 $387,874.44 $2,126,700.00 18.2%
Appropriated Fund $0.00 $0.00 $307,790.00 0.0%
I interest $0.00 $0.00 $0.00 0.0%
Arts Commission Revenues $12,500.00 $12,211.25 $248,631.00 4.9%
TOTAL $189,506.30 1 $400,085.69 $3,058,121.00 13.1%
Transfers General Fund $0.00 $0.00 224,000.00 0.0%
Transfers County Administrative Fee $0.001 $0.00 $99,042.00 0.0%
Subtotal $0.00 $0.00 $323,042.00 0.0%
Salaries/Benefits $57,177.01 $90,031.56 $692,366.00 13.0%
Subtotal $57,177.01 $90,031.56 $692,366.00 13.0%
Travel $400.00 $572.95 $14,000.00 4.1%
Mileage $0.00 $0.00 $2,500.00 0.0%
Postage $311.00 $811.00 $3,000.00 27.0%
Freight $0.00 $317.37 $4,000.00 7.9%
Building Rent $34,700.09 $58,142.09 $166,708.00 34.9%
Printing $411.91 $546.28 $3,300.00 16.6%
Dues $4,069.00 $4,716.00 $17,537.00 26.9%
Subscriptions $0.00 $6,501.00 $29,461.00 22.1%
D t Supplies $138.34 $4,282.81 $28,500.00 15.0%
Office Supplies $0.00 $0.00 $600.00 0.0%
Contract Services $2,532.66 $30,392.02 $30,392.00 100.0%
Electricity $693.07 $693.07 $6,000.00 11.6%
Strategic Alliances $0.00 $0.00 $10,800.00 0.0%
Subtotal $43,256.07 $106,974.59 $316,798.00 33.8%
Advertising $228,158.82 $238,962.25 $862,308.00 27.7%
Sales& Promotion,Events,Ent. $6,066.00 $13,776.06 $79,550.00 17.3%
Marketing Trade Shows $0.00 $0.00 $14,775.00 0.0%
SalesTravel $0.00 $0.00 $10,800.00 0.0%
Research $0.00 $0.00 $2,200.00 0.0%
Publications $12,450.00 $53,268.30 $150,416.00 35.4%
Subtotal $246,674.82 $306,006.61 $1,120,049.00 27.3%
Total Overhead,Personnel,Ops $347,107.90 $503,012.76 $2,452,255.00 20.5%
Recurring Capital Building Improvements $0.00 $0.00 $25,000.00 0.0%
Arts Commission
Personnel Salary/Benefits $19,158.20 $28,396.55 $302,201.00 9.4%
Operatin Travel $0.00 $0.00 $2,500.00 0.0%
TrainingIDevelpoment $0.00 $0.00 $500.00 0.0%
Mileage $412.18 $412.18 $1,500.00 27.5%
Postage $0.00 $0.00 $100.00 0.0%
Building Rent-71390 $9,441.63 $28,482.48 $113,760.00 25.0%
Printing $0.00 $251.52 $3,275.00 7.7%
Advertising $0.00 $3,057.42 $10,000.00 30.6%
Dues $0.00 $0.00 $450.00 0.0%
Dept.Supplies $0.00 0.001 $6,000.00 0.0%
Dept Supplies-71390 $0.00 $0.00 $1,970.00 0.0%
Office Supplies $0.00 $0.00 $1,000.00 0.0%
Office Operations-71390 $0.00 $0.00 $10,000.00 0.0%
Contract Services $0.00 $0.00 $5,490.00 0.0%
Program Expense $0.00 $0.00 $16,469.00 0.0%
State Arts Grant $0.00 $0.00 $47,140.00 0.0%
Local Arts Grant $0.00 $0.00 $28,800.00 0.0%
Total Arts Commission $29,012.01 $60,600.15 $551,155.00 11.0%
TOTAL Expenses $376,119.91 $563,612.91 $3,028,410.00 18.6%
*Occupancy Tax Reflects July Collections
Tab 5-DBM Orange County, NC+: Chapel Hill-Orange County Visitors Bureau Currency:USD-US Dollar
cnapei Hui-orange county visitors bureau
For the Month of July 2024
Percent Changes for the Month of July
200
150 ........---................................__..........................__...........
100
50 ------ ------ - -. --- - ------ - - --- ----
0
-80 ............. ....... ..... ......... ......... ......... ......__.. ._.... ___..... ........... .___.. ................................................................ ................... ----. ......... .........
-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 -0-ADR -RevPAR
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 Mo Tu We
� Jul
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, 42.4 43.2 30.1 37.2 47.1 46.1 57.6 84.2 78.3 73.3 62.3 63.9 60.5 52.7 75.3 83.0 76.5 72.1 72.1 70.1 62.7 76.4 87.9 78.0 77.7 74.0 72.9 52.3 68.0 75.6 69.3
Lastyear 51.8 37.7 28.3 31.0 49.7 53.0 58.4 56,0 52,9 66.3 67.5 67.4 60.5 71.6 70.1 57.2 72.2 85.4 91.1 64.6 66.2 65.8 53.5 70.3 67.3 63.7 61.5 64.1 69.9 47.2 61.5
Percent Chan a -18.2 14.5 6.6 20.2 -5.1 -12.9 -1.5 50.5 48.1 10.5 -7.7 -5.2 42 -26.5 7.4 45.3 5.9 -15.7 -20.9 8.5 -5.2 16.1 64.4 11.0 15.4 16.2 18.5 -18.4 -2.6 60.2 12.7
1 2 3 4 5 fi 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 year126.69 132.76 145.68 125.42 143.52 152.76 144.93 145.71 150.80 157.18 145.23 159.81 159.53 144.09 158.28 153.99 153.59 152.23 170.55 178.76 163.91 205.49 237.84 178.00 171.69 176.94 166.54 133.49 137.42 144.20 139.50
Last year 149.70 134.10 128.17 128.27 125.68 127.62 147.41 156.13 139.90 144.28 147.74 144.11 143.03 155.56 144.95 142.75 150.76 184.27 252.96 154.65 156.99 155.97 140.69 144.82 140.63 141.66 135.44 147.81 151.74 131.82 133.85
Percent Change -15.4 -1.0 13.7 -2.2 14.2 19.7 -1.7 -6.7 7.8 8.9 -1.7 10.9 11.5 -7.4 9.2 7.9 1.9 -17.4 -32.6 15.6 4.4 31.7 69.1 22.9 22.1 24.9 23.0 -9.7 -9.4 9.4 4.2
Jul
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 53.68 57.34 43.89 46.69 67.66 70.48 83.43 122.75 118.04 115.15 90.44 102.13 96.44 75.89 119.13 127.89 117.53 109.70 122.91 125.34 102.79 156.98 209.17 138.89 133.32 130.96 121.48 69.80 93.51 109.07 96.68
Lastyear 17.53 50.58 36.24 39.72 62.42 67.61 86.12 87.40 73.94 95.66 99.71 97.17 86.61 111.41 101.55 81.61 108.92 157.45 230.38 99.93 103.89 102.63 75.24 101.82 94.65 90.21 83.36 94.67 106.02 62.25 82.30
Percent Change -30.8 13.4 21.1 17.6 8.4 4.2 -3.1 40.4 59.6 20.4 -9.3 5.1 11.4 -31.9 17.3 56.7 7.9 -30.3 -46.6 25.4 -1.1 53.0 178.0 36.4 40.9 45.2 45.7 -26.3 -11.8 75.2 17.5
NEWWON Jul
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 i6 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 1600 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
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 678 691 482 596 754 738 921 1348 1252 1172 996 1022 967 843 1204 1329 1224 1153 1153 1122 1003 1222 1407 1248 1242 1184 1167 837 1089 1210 1109
Lastyear 829 603 452 495 795 848. 935 896 846 1061 1080 1079 969 1146 1121 915 1156 1367 1457 1034 1059 1053 856 1125 1677 1019 985. 1025 1118 756 984
Percent Chan a -18.2 14.5 6.6 20.2 -5.1 -12.9 -1.5 50.5 48.1 10.5 -7.7 5.2 -0.2 -26.5 7.4 45.3 5.9 -15.7 -20.9 8.5 -5.2 16.1 64.4 11.0 15.4 16.2 18.5 -18.4 -2.6 60.2 12.7
Jul
1 2 3 4 5 6 7 a 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 85888 91738 70231 74702 108257 112768 133485 196397 188870 184235 144698 163400 154300 121423 190608 204617 188050 175525 196653 200545 164462 251172 334670 222224 213313 209530 194363 111686 149616 174517 154684
Lastyear 124047 80924 57977 63546 99866 108180 137794 139844 118309 153060 159538 155472 138588. 178262 162476 130576 174271 251914 368602 159881 166228 164211 120384 162906 151443 144330 133383 151477 169632 99605 131683
Percent Chan a -30.8 13.4 21.1 17.6 8.4 4.2 -3.1 40.4 59.6 20.4 -9.3 5.1 11.4 -31.9 17.3 56.7 7.9 -30.3 -46.6 25.4 -1.1 53.0 178.0 36.4 40.9 45.2 45.7 -26.3 -11.8 75.2 17.5
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Fiscal Year 2024-2025
August 2024 Sales Report
Current Month Year to Date Same Period Last Year
Confirmed Bookings 10 14 2
Number of Room Nights 860 975 430
Estimated Spending $278,821 $337,031 $118,042
Leads Generated 9 19 21
Leads:
• NC Association of Aging 2025 Annual Conference. March 2025. 260 room nights. 2 day
meeting for 200.
• NCASBO. Nov 2024. 20 room nights. 1 day meeting for 20
• IQVIA. ELG. December 2024. 217 room nights. 3 day meeting for 80
• NCLHIA Annual Conference, March 2025. 88 room nights. 3 day meeting for 100
• Zavos. Oct 2024. 32 room nights. 2 day meeting for 28
• WAHVE. Jan 2025. 175 room nights. 4 day meeting for 45
• 2024 IQVIA Investor Day. Dec 2024. 40 room nights. 2 day meeting for 200
• VSO All Hands 2024, Sep 2024. 393 room nights. 3 day meeting for 200-265
• RBFF State Marketing Workshop. Feb 2026. 527 room nights. 3 day meeting for 200
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
• Attended calls with Clean to discuss upcoming marketing strategies
• Meeting with Martina from ATMA to discuss Cvent and accessing competitor proposals.
Emailed Cl, Siena and Graduate as well to discuss this. Reviewed several RFP
proposals and printed them to bring to meetings. Discussed how the bureau can better
assist when they conduct client site tour and what we can provide.
• Meeting to review Leisure Campaign Creative Refresh with Clean and Media Two
• Meeting with Clean to review board presentation
• Attended Advisory Board Meeting
• Staff retreat to discuss 2024/25 goals for the county. Coordinated and picked up lunch.
• Meeting with Clean to discuss Meetings/Conference creative refresh
• Facilitated the zoom call with the veteran's committee
• Contacted Hampton Inn Carrboro to book reservation for Nikki from Media Two
• Contacted meeting planner tradeshow organizers to see how much fee were to attend
and confirm dates; Convention South, NorthStar Travel, Meetings Today, Small Market
Meetings, Smart Meetings
Fiscal Year 2024-2025
August 2024 Sales Report
• Designed a survey for downtown businesses who participated during the soccer match
to solicit feedback on sales, foot traffic, trolley, specials, etc. Sent survey out.
Consolidated findings for Laurie for board meeting
• Worked with Adam Gaweda from UNC on an upcoming conference. Prepared an RFP to
be sent to venues. Group decided to book outside Chapel Hill before I even sent out
lead.
• Ordered team flags for football games.
• Assisted Lane Mitchell from Carrboro Coffee with hotel contacts for his upcoming
conference.
• Confirmed payment to AENC for yearly membership
• Worked with Nina at Streamlined Business for her conference. Wrote the RFP to be sent
to hotels. Followed up with client and venues about site tours.
• Worked with Jessica Castillo and our business manager to get an invoice purchase
order completed to attend Connect DC.
• Researched hotel costs, airline costs, reviewed F&B per diems and completed travel
requests for November Connect DC tradeshow.
• Call with Aaron Bachenheimer on the ITGA conference to review possible venues. Look
at financial obligations to host. Created mock conference schedule to start process of
who we need to call. Looked at if May or June 2026 was going to be better.
• Assisted Arleigh Greenwald with information on our walking mural tour,
• Sent VB team info on the closing of Schoolkids Records
• Created gift basket for Karen DeHart
• Signed up to be the Opening Conference Sponsor for the AENC Fall Conference.
Worked with Clean to develop static ad and direction of ad as sponsor. Looked at editing
the Odd Fellows video and where shots were dated. Ended up with Tina shorting the
Just Do You presentation video.
• Assisted Justine Massip with possible registration table staffing options for her Sept.
ISES USA Power 20241 conference.
• Sent VB team information on participating in UNC Hospitals Fall Festival. Looking to the
bureau to set up a table and provide information to their employees.
• Found a new location for Sept VB Board meeting since Hyatt had to cancel.
• Call with Kristen Young to discuss proposals for her upcoming conference.
• Contacted planner Cari Strouse to add the Carolina Inn to her RFP. She accepted and I
forward it.
• Coordinated call with Lauren Winterstein of Helms Briscoe to discuss their Destination
Partner Program. Reached out to Chelsea Kendall to discuss how Helms Briscoe works
with Cvent so we are not overlapping strategies.
• Contacted planner Brett Sterenson about his Cvent RFP and if the conference needs to
be under one roof. Reached out to Atma to provide information for them to submit a
proposal.
• Assisted Kirk from Meetings Today with possible group volunteer opportunities for an
upcoming article.
Fiscal Year 2024-2025
August 2024 Sales Report
• Assisted Emma Sabouh from Tandem with contacts at UNC that may use outside
caterers.
• Contacted Graduate and AC to see if they could host the travel writers that Patty is
working with. The Graduate will now host group.
• Assisted Sam Adelman with Boston College Men's Soccer with restaurant options for
team meals when they play UNC
Definites:
• NCASBO, November Academy. $10,131. Sheraton
• NCASBO- March 2025 Academy, $38,126. Sheraton
• NCASBO-April 2025 Academy. $38,126. Sheraton
• NCASBO- May 2025 Academy. $38,126. Sheraton
• NCASBO- June 2025 Academy. $19.515. Sheraton
• NCASBO-August 2025 Academy. $38,126. Sheraton
• NCASBO- September 2025 Academy. $38,126. Sheraton
• NCASBO- October 2025 Academy. $19,515. Sheraton
• NCASBO- November 2025 Academy. $19,515. Sheraton
• NCASBO- December 2025 Academy.$19,515. Sheraton
Lost:
• Chi Omega August Recruitment Practice. Cost. Booked on campus
• 2024 1 EdTech Fall Technical Meeting. Booked at North Charleston Marriott
• Zavos October Meeting. Cancelled
• VSO All Hands 2024. All OC hotels declined to bid.
• RBFF State Marketing Workshop. Turned down due to size and low rate
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Visitor Bureau Communications/Social Media Department Highlights:August 2024
Publications/Flyers/Online Campaigns/Videos in August–Working on copy and photos for 2025 Visitors
Guide and will see first proof in mid-September. Awarded printer bid for the guide. Updated and printed
what's open sheet for September and placed in Welcome Center for walk-in visitors. Printed more Carolina
Basketball Museum brochures. And printed information on Heart of the Hills Tours. Distribute Moorefields
Bluegrass posters and promos. Planning next round of Sneak Pique Videos. Tina Fuller created Reel on Chapel
Hill itinerary posted on August 28 and worked with Triangle Digital Media Reel on Paperhand on August 30.
Work with VisitNC–S elected to attend VIsitNC Media Mission in Chicago on October 28-30 6-8. Will also be
participating in Durham Media Mission on October 1. Hosting Literary FAM with four national travel writers
on September 16.
August Travel Media Assistance– Tar Heel Citizen info on our welcome center to Chanmolis Mout;
Triangle Relocation Guide Story on Chapel Hill info to Lynne Brandon; Sent Meetings Today info on
partnering with local volunteer groups; Laurie talked to Aaron Keck on WCHL about Tourism in Orange
County; Patty Griffin spoke with freelancer Matthew Meltzer for Chapel Hill story in Thrillest. Inquiries from
Washington DC Influencer Julia Randall, Chicago Influencer Rachel Katate, and Charlotte Influencer Shionda
Farrell
August Stories Appearing and/or Media Mentions–Southern Living story This North Carolina Town Is
Home To The Nation's Oldest Public University—And It's A Foodie's Paradise, Lovely, electric and quaint:
Hillsborough's historic downtown is brimming with charm in Rocky Mount Telegram,Niche.com says UNC
Best has best campus in North Carolina; AAA on local hotels receiving Four Diamonds; Local Reporter
includes Laurie Paolicelli Orange Slice Columns throughout the month, Stories on Record Orange County
Tourism Spending in 2023 - Daily Tar Heel, TBJ, Indy; Axios,NC Commerce.
Sent August Press Releases: Moorefields Bluegrass Festival is October 5,2024, Record Tourism Spending in
Orange County, Visitors Bureau Reaccredited through Destination International. Blogs–Top Things For
Students and Parents to Know as They Head to Chapel Hill for the Fall; Countdown to Fall in Chapel Hill and
Orange County
Other Selected Accomplishments/Communications Activities
Participated in VisitNC Webinar on Crisis Communications on August 8.
Participated in Chapel Hill Downtown Partnership Board Meeting on August 22. Will serve on new marketing
committee.
Participated in calls with CLEAN on August 8 (review leisure campaign). Media Two following up on August
26 with business/meetings strategy.
Reviewed Tina's September social media calendar.
Working with Photographer Donn Young for downtown Chapel Hill landscapes and businesses for our photo
library.
Enewsletter-Wrote and sent September Check It Out on August 30 to 3,697 subscribers.
Publications Inventory to Date
As of August 31, 2024: Official 2024 Visitors Guide-7,530; Official Visitors 24-25 Map-10,500; Spring
2024 Dining Map Pads– 12, Mural Map Pads 13. During August we had 38,434 website visits.
Tina Fuller Website Social Media Report August 2024
Tina is the Bureau project leader for updating VisitChapelHill.org. The site was live August 1 but Tina
oversaw all final updates and tweaks to ensure maps, listings, fonts,pages, media page forms were all as
wanted for official launch in mid-September. Thanks to Tina for all her hard work.
August 2024 Social Media Likes&Follows.
Platform Beginning Ending Increase/decrease Posts
(previous
month end)
FB 25050 25261 211 22
Twitter 5689 5688 -1 24
Instagram 7511 7572 61 10
Pinterest 603 603 0 91
YouTube 348 347 -1 0
Threads 1214 1291 77 6
LinkedIn 294 297 3 0
2024-2025 Website Sessions by Month
*includes walk-in signups
2024-20F July Aug Sep Oct Nov Dec
New leisure campaign begins: social
media,display,digital video(in-state)
Search, CTV(Richmond,VA)
Sessions 64,482 38,434
Users 52,482 31,253
Pageviews 103,117 88,045
New Users 51,543 30,362
Sessions by Channel Organic search 52% of total sessions OS
61%
Average 56.95%/32s per user 61.6%/
Engagement 42s
Rate/Time
Spike in Day of Tuesday July 23rd,4,156 visitors organic Saturda
Week search I Trolley webpage received 2,372 y Aug
from paid search 24th,
994
Organic
hd Search
Request for 60 71
Literature
Newsletter 44 16*
Subscriber
RFP 1 0
Visit NC Farm app.
• Monthly meeting with State admin/Yellow Dog
• Provided a gift bag with brand merch for CFM raffle during Farmers Market Week
• Added core banner to website mobile view to promote app downloads.
Tina writes monthly Tourism by the Numbers newsletter. Tina and Patty are both taking over duties of
recently retired Susan Rice, Visitors Center Coordinator, until replacement starts October 7.