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Home My WebLink About08-25-2010 Minutes NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY BOARD OF DIRECTORS AUGUST 25, 2010 John Andrews, County Restaurant PRESENT: Bill Caster, New Hanover County Commissioner David Cignotti, Mayor – Wrightsville Beach Scott Cromartie – Greater Wilmington Chamber of Commerce Anne Marie Hartman, Hotel – Wrightsville Beach Kim Hufham, President/CEO – NHC TDA Frank Jones, Hotel – (-)150 Wilmington Dean Lambeth, Mayor – Kure Beach Joel Macon, Mayor – Carolina Beach Bob McKoy, NH County Vacation Rentals Chuck Pennington, County Bed and Breakfast Ronnie Pernell, Hotel – Kure Beach Avril Pinder, NHC Authority Finance Officer Bill Saffo, Mayor – City of Wilmington EXCUSED: Carl Marsburn, Attractions ABSENT: Mike Keeler, Hotel – (+) 150 Wilmington STAFF: Jeanette Foster, Administrative Services Manager/Recording Secretary Karla Thompson, Technology/Systems Manager Shawn Braden, Executive Vice-President of Marketing Mikie Wall, Vice-President Sales and Services Connie Nelson, PR/Communications Director John Sneed, Vice President Convention Sales Sheila Boyd, NHC Finance GUESTS: Shannon Bowen, Wilmington Star-News Chairman Bob McKoy called the meeting of the New Hanover County Tourism Development Authority Board to order at 5:30 p.m. at the New Hanover County Government Complex, Room 500. 1 ITEM #1 – EXCUSED ABSENCES Carl Marshburn, Attractions. ITEM #2 – MINUTES APPROVAL – MAY 26, 2010 & JUNE 23, 2010 [Motion made by Bill Caster, seconded by Scott Cromartie and unanimously carried that the minutes of May 26, 2010 and June 23, 2010 be approved as read.] ITEM #3 – FINANCIALS AND ROT REPORT – AVRIL PINDER Avril Pinder, New Hanover County Finance, advised that on the expenditure side for the beginning of the new fiscal year, 12% has been spent to date. The revenue side shows good news for FY July 1, 2009-June 30, 2010 – we are only down 2.55% compared to last fiscal year for the first 3%. This is a good sign that maybe we are headed toward a recovery. Starting with March, 2010, we have shown positive percentages in ROT’s first 3% (March-June). Calendar year of January-June for nd the beaches (2 3%) is down only 3.68% for Carolina Beach; Kure Beach has a positive of 14.09%; Wrightsville Beach showing a positive of 10.89%. [Motion made by Scott Cromartie, seconded by John Andrews and unanimously carried to approve the Financial/ROT report as presented.] ITEM #4 – FUNDING REQUESTS – CAROLINA AND WRIGHTSVILLE BEACHES – KIM HUFHAM The Town of Carolina Beach respectfully requests TDA funds for a total amount of $220,483.74 (2009-2010) to include reimbursement for expenses incurred for donations to the Chamber of Commerce – summer fireworks series, outdoor family movies and other events ($77,800); Boardwalk Makeover donation – the Town made a donation to the Boardwalk Makeover for the 2009 Christmas By the Sea program ($5,000); Beach Stage Improvements – upgrades and improvements were done to the Boardwalk Stage to make it more suitable for performances during the summer months ($14,865.92); the Town of Carolina Beach has seen a dramatic increase in visitors to the beach as well as Freeman Park. The Town requests reimbursement for Lifeguard expenses ($122,060.81); assistance by police officers at the June 2010 Annual Beach Music Festival ($757.01.) Funds are available and this amount is being requested for reimbursement. 2 [Motion made by Mayor Bill Saffo, seconded by Mayor Dean Lambeth and unanimously carried to approve the expenditure requests of $220,483.74 for Carolina Beach during Fiscal Year 2009-2010.] The Town of Wrightsville Beach respectfully requests TDA funding for a total amount of $79,000. This amount accounts for part of the requirements for TDA funding support for FY 2010-2011 and includes: Christmas Program decorations for annual Christmas Holiday decoration display at the Beach ($2,000); replacement of a 4x4 pickup truck ($30,000); 2010 Holiday Flotilla funding for fireworks, advertising, public relations and media support ($30,000); Trolley Stop Restroom maintenance (only public restroom in central business area) ($12,000); new ATV to replace a similar vehicle which has been in use since 2005 ($5,000). Funds are available in the amount of $79,000.00 [Motion made by Mayor Bill Saffo, seconded by Scott Cromartie and unanimously carried to approve this expenditure request of $79,000 during the FY period of 2010-2011.] ITEM #5 – MARKETING PLAN PRESENTATION 2010-2011 President/CEO Kim Hufham advised that the Fiscal Year 2010-2011 budget really puts the FY 2010-2011 Marketing Plan into perspective. This plan will show how numbers will be impacted. She noted that we are really excited about this plan’s efforts; how changes will be shown in the format and different approaches will be used in tracking and measuring success. We will be more accountable and more goals will be set. This will be a transitional year for the CVB. There will be shifts in marketing and the way things are done. More dollars will be shifted to on-line media. Kim advised that in order for everything to come together and work, the industry has to come together and respond with the CVB. It is definitely a challenge when we cannot get the support we need from the industry. For this current fiscal year, we are down one staff person and have had to cut our budget again which is down 15% compared to two years ago. The attached information gives further information on the 2010-11 Marketing Plan which includes such topics as the State of Tourism, 2009-2010 highlights, Current Situation and Trends, External Audience Perception and Stakeholders Perception and Trends. 3 Executive Vice President of Marketing Shawn Braden addressed the Board on the actual plan’s activities for 2010-2011 (Attachment of presentation handed out at Board meeting and also located in TDA Board Minutes Book IX.) Shawn discussed some of the key changes taking place in today’s marketing….reaching today’s visitors; addressing the seasonal times, etc. Executive Vice President Braden noted the five major transitions include: *Campaign shift from informative to engaging and conversion. *Media plan to channel plan. *Mass media to audience and product segmentation. *State’s website to multi-media and experiential site. *Published reports online:Capefearcoast.com/reports (Mayor Saffo left at 6:15 p.m. to attend another meeting.) (Avril Pinder left at 6:20 p.m. to attend another meeting.) *Marketing strategies to evolve creative from image/brand awareness to promotion/call to action. *Enhance digital infrastructure to improve reporting and information flow to better serve visitors and stakeholders. *Coordinate marketing efforts to ensure cross-promotions of messaging, content and product where applicable. *Increase in interactive marketing and strategic social media. *Embrace digital methods and devices to reach visitors in cluttered communications and digital age. *Develop appropriate balance of traditional and new media and printed materials in digital age. *Ensure media/channel plan and delivery of messages by audience/interest segmentation, geography, and seasonality. *Emphasis on summer season and in-state market saturation, shoulder seasons, what is new for repeat visitation and interest-based marketing. *Assist group sales effort through WCCPR campaign establishing the area as a new and viable M &C destination. Shawn went through core tactics involving special interests, communications/messaging, leisure ad creative, what’s your favorite way to play, meetings and convention ad creative, new rich media creative, ads, social media, leisure campaigns, targeted reach, target market strategy, seasonal leisure campaigns, WCFC e-Specials, fall landing page, web, meetings, conventions, groups for WCFC/CVB for first 3% as well as Carolina, Kure and Wrightsville Beach creative and ad campaigns 4 Bill Caster asked about the sports marketing efforts. President/CEO Hufham advised sports marketing will be included in all of the marketing plan efforts and discussed some of the organizations we have joined toward that end. [Motion made by Scott Cromartive, seconded by Frank Jones and unanimously carried to approve the 2010-2011 Marketing Plan as presented.] Anne Marie Hartman wanted to again thank the CVB for all its efforts and hard work in not only putting the plan together, but also for the sacrifices they have made to make this plan work. ITEM #6 – PRESIDENT’S COMMENTS – KIM HUFHAM President Hufham advised that the FY 2009-2010 audit will be presented by Kimmie Goodson at the October 27, 2010 TDA Board meeting. Connie Nelson will be working with Homewood Suites on September 16-18 on a journalists FAM they plan to bring to the Wilmington area. John Sneed working on convention shows. TEAMS will be held in Charlotte in October and Mikie Wall to attend. Woman’s World to have a spread on our area in the September issue. Our State Magazine had a featured article on Wilmington to include the Verandas with Chuck and Dennis on porches. Connie working with media on upcoming articles featuring us as a meeting destination with the new convention center. ITEM #7 – OLD BUSINESS/NEW BUSINESS Mayor Joel Macon advised that Carolina Beach’s Marketing Committee now has five new members. Mayor Macon also advised that Carolina Beach is moving forward. Hilton Garden Inn still in the works. A new Harris Teeter soon coming to the Beach, and the Beach is still working with the NC Aquarium on the pier. Mayor Dean Lambeth, Kure Beach, noted Ft. Fisher’s discussions towards restoring the old lighthouse. Mayor Cignotti said the family night movies were very successful this year (privately funded by Merchants Association) and plans call to do this again next year. 5 ITEM #8 – CHAIRMAN’S COMMENTS – BOB MCKOY th Next meeting to take place on October 27. [Motion made to adjourn at 6:57 p.m.] ______________________________ __________________________ Kim Hufham, President/CEO Bill Caster, Secretary __________________________ Jeanette Foster, Recording Secretary Minutes located in TDA Board Minutes Book IX 6