TDA Board Meeting January 25 2012
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY
BOARD OF DIRECTORS
January 25, 2012
PRESENT: John Andrews, County Restaurant
Jonathan Barfield, Chairman – New Hanover County
Commissioners
Anne E. Brodsky, Hotel/Motel Owner – Kure Beach
David Cignotti, Mayor – Wrightsville Beach
Anne Marie Hartman, Hotel – (150+) Wrightsville Beach
Kim Hufham, President/CEO – NHC TDA
Neal Johnson, NHC Vacation Rental Properties
Frank Jones, Hotel – (150-) Wilmington
Mike Keeler, Hotel – (150+) Wilmington
Lonnie Lashley, Town of Carolina Beach
Carl Marshburn, NHC Attraction
Bob McKoy, Outgoing NH County Vacation Rental Properties
Sabina Newman, Greater Wilmington Chamber of Commerce
Avril Pinder, Authority Finance Officer
Jimmy Pope, Hotel – Carolina Beach
Bill Saffo, Mayor – City of Wilmington
EXCUSED: Mayor Dean Lambeth, Chuck Pennington
STAFF: Jeanette Foster/Administrative Services Manager, Recording
Secretary
Shawn Braden, Executive Vice-President of Marketing
Mikie Wall, Vice-President Sales and Services
Connie Nelson, PR/Communications Director
Karla Thompson, Technology/Systems Manager
Linda Brothers, NHC Finance
GUESTS: Brandon Agency (George Durant, Wendi Burrell)
Emilie Swearingen, Town of Kure Beach
Mary Delak, Wilmington Water Tours
Garland Valentin, Wilmington Water Tours
Patricia Matson, Lumina News
Kip Damrow, Interstate Hotels and Resorts
Jenny Callison, Greater Wilmington Business Journal
Outgoing Chairman/Board member Bob McKoy called the meeting of the New
Hanover County Tourism Development Authority Board to order at 5:30 p.m. at the
1
Holiday Inn Resort at Wrightsville Beach. He recognized new Board members Neal
Johnson representing NHC Vacation Rental Properties and Lonnie Lashley,
representing the Town of Carolina Beach. Also recognized were re-appointees for
another three-year term Commissioner Jonathan Barfield, NHC Commissioner;
Frank Jones, Hotel – (150-) Wilmington; Mike Keeler, Hotel – (150+) Wilmington.
ITEM #1 – EXCUSED
Chuck Pennington, Mayor Dean Lambeth.
ITEM #2 – MINUTES APPROVAL – OCTOBER 26, 2011
[Motion made by Anne Brodsky, seconded by Sabina Newman and
unanimously carried to approve the October 26, 2011 TDA Board minutes as
read.]
ITEM #3 – SLATE OF OFFICERS FOR 2012 – BOB MCKOY
Outgoing Board Member/Chairman Bob McKoy presented a Slate of Officers for
2012 which the Executive Committee recommended at its recent Executive
Committee Meeting to be brought before the full Board:
Chairman – John Andrews
Vice-Chairman – Anne Marie Hartman
Secretary – Chuck Pennington
Treasurer – Avril Pinder
At Large-Representing Immediate Past Chairman – Carl Marshburn
Floor opened for recommendations from the Board. There being none,
[Motion made by Anne Brodsky, seconded by Mike Keeler and unanimously
approved to accept the 2012 Slate of Officers as recommended by the New
Hanover County TDA Executive Committee.]
John Andrews officially stepped in as the 2012 Board Chairman.
President/CEO Kim Hufham presented Bob McKoy with a plaque for his many
years of leadership and service to the New Hanover County Tourism Development
Authority (2003-2011.)
2
ITEM #4 – FINANCIALS AND ROT REPORT – AVRIL PINDER
Avril Pinder noted that the financial report represents 50% of FY 2011-2012. Doing
well on revenues and have gone above expectations.
The Rooms Occupancy Tax report is for the period of July 2011 – November 2011.
First 3% is showing a total increase of 5.16%; calendar year of January –
November 2011 represents an increase of 7.10%. Second 3% for beaches: Carolina
Beach FY increase of 2.91%; calendar year – 4.49% increase. Kure Beach FY
increase of 7.21%; calendar year – 7.57% increase. Wrightsville Beach FY increase
of 2.90%; calendar year – 4.15% increase.
Avril indicated with current happenings, expect to have a good year.
[Motion made by Anne Brodsky, seconded by Anne Marie Hartman and
unanimously carried to accept the Financial/ROT report as presented.]
ITEM #5 – BUDGET AMENDMENTS – AVRIL PINDER/KIM HUFHAM
Budget amendment to appropriate the available fund balances as outlined in the
Fiscal Year Annual Audit from remaining funds of the second 3% ROT for
promotions at Carolina, Kure and Wrightsville Beaches – amendment of
$122,996.00.
Budget amendment to appropriate fund balances as outlined in the Fiscal Year
nd
Annual Audit from remaining funds of the 2 3% ROT for activities for Carolina,
Kure and Wrightsville Beaches – amendment of $446,463.00.
To appropriate remaining funding received during Fiscal Year 2010-2011 from the
City of Wilmington for Convention Center marketing – amendment of $7,685.00.
st
To appropriate 1 3% fund balance for the purpose of trademarking our new tag
line “The Historic River District and Island Beaches” and insuring the name is
exclusively ours – amendment in the amount of $5,000.00.
st
To appropriate 1 3% fund balance for the purpose of sponsoring the North
Carolina Governor’s Conference closing luncheon on March 13, 2012 in Concord,
NC. Participating sponsors will contribute $10,000.00 to help fund the event.
Amendment is in the amount of $17,500.00.
Copies of budget amendments can be found in Exhibit Book X as well as the original
Amendments Book.
[Motion made by Sabina Newman, seconded by Anne Brodsky and
unanimously approved to accept the budget amendments as presented by
3
Avril Pinder and Kim Hufham.]
ITEM #6 – REQUESTS FOR FUNDING (Carolina and Wrightsville Beaches) –
KIM HUFHAM
President/CEO Kim Hufham presented funding requests from the Towns of
Carolina and Wrightsville Beaches.
The Town of Carolina Beach respectfully requests TDA funds in the amount of
$210,488.02 for lifeguard salaries and expenses for the period of June, 2011 through
November, 2011 and respectfully request the funds be processed upon approval of
the TDA Board. Funds in the amount of $210,488.02 for the above request are
available.
[Motion made by Mayor Bill Saffo, seconded by Anne Marie Hartman and
unanimously carried to approve the request for funding of $210,488.02 for
lifeguard salaries and expenses for the period of June, 2011 through
November, 2011.]
The Wrightsville Beach Board of Aldermen respectfully request TDA funding in the
amount of $2,389.67 to pay for the preparation and presentation of nine
photographs to be displayed in the Wilmington Convention Center for Wrightsville
Beach. This is part of an initiative pursued by the three beach communities to
promote the entire region that is being served by the WCC. Funds are available.
[Motion made by Anne Marie Hartman, seconded by Anne Brodsky and
unanimously carried to approve the request for funding in the amount of
$2,389.67 to pay for the preparation and presentation of nine photographs to
be displayed in the Wilmington Convention Center for Wrightsville Beach.]
ITEM # 7 – CVB MID-YEAR UPDATE – KIM HUFHAM, SHAWN BRADEN,
THE BRANDON AGENCY
President/CEO presented a Marketing Update for July – December, 2011. In her
report, she noted FY 11/12 for July – November’s ROT is up 5.16% compared to
last year this time; calendar year – January – November up 7.10%. She also
indicated that since March, 2010, have had a positive growth in all but 2 months –
December, 2010 and August, 2011 (Hurricane Irene). May and July, 2011 have had
the highest receipts on record.
ROT comparison to Peak Year shows 2011/2012 is up 2.39% compared to
2007/2008.
4
Kim discussed the Smith Travel Research Report which we receive on a monthly
basis and we are trending in an upward mode for 2011 compared to 2010.
In doing a competitive set comparison of occupancy, ADR and revenues based on
current year to date, we are holding our own with those counties we consider
competitors and are just a little down below the State level.
George Durant (Brandon Agency) and Shawn Braden presented Marketing Aspects
for the first six months of Fiscal Year 2011-2012 (July – December.)
George’s presentation started with “What Are Our Goals?” Want to get more
people visiting here. Have changed our URL and brand (from print to more digital
assets;) collect email addresses for remarketing and communication; promote
special offers to build shoulder season business; promote summer season to ensure
saturation during prime vacation times; during more representation outside the NC
market; complement the beaches with in-state media plans and for the first time,
target Charlotte to promote accessibility via Highway 74.
Why is this year different from last year? We have invested in new brand, message
and logo “VOICE OF THE WATER.” (Showed images of various ads.)
Measuring and tracking campaign performance done to keep score on what is
working through paid URL impressions, adding URL inquiry traffic, face book fans
and user interaction, twitter followers and website traffic.
Media Review (target audiences) entail primary targets of families, multi-
generational and traditional; couples; moms who book vacations; seniors/empty
nesters; military and weddings. In addition, secondary targets discussed to include
those who enjoy beaches, history and traveling and do so without children
(researching NC vacations to include beaches and those who are researching
according to their areas of interest.)
Target markets explored to include those for future markets as well. Of course the
top state of origin is NC with the top cities being Raleigh/Durham, Charlotte,
Greensboro, Winston-Salem and Fayetteville.
Our competitors’ media spend for 2011 includes Myrtle Beach with $9,289,400;
Outer Banks with $1,898,300; Crystal Coast with $1,399,700; Brunswick Island with
$298,164. Wilmington’s media spend is $298,694. George advised that although our
competitors spend more money, he is proud of how our CVB staff spends our
dollars very wisely. With this in mind, he compared the pieces of the pie as to how
our media budget is spent with print ads being the highest and online next in line.
5
Our ad campaign for the period of July-December, 2011 has had 21,220,026 total
impressions which are quite impressive. In addition, total inquiries were broken
down with print having 11,150,700 and online showing total inquiries of 5,118,092.
Social media, PPC and meetings and conventions totaled the remainder of the total
inquiry pie. The highest inquiry generators include pay per click, e-specials,
Visitors Guide, value click media and direct response email campaigns.
Media conclusions were compared for last fiscal year to this fiscal year to date. In
addition, new marketing resources determined to include new leisure photography
developed; new video developed to address interactive channels; 2012 Visitors
Guide being disseminated; new website to be launched this month; and new mobile
site to be launched in February.
How have social media assets performed: To date 21,358 total facebook fans with a
14% increase as of July 1, 2011; post views on facebook as of July 1 has had a 53%
increase; user interaction on facebook as of July 1, 2011 has had a 209% increase.
Compared to being #19 in 2010-2011 on facebook referrer to website, we are now
#10. Top 5 cities interacting on facebook include Wilmington, Charlotte, Raleigh,
Fayetteville and Greensboro. Twitter has 2,845 total followers to date with a 29%
growth since July, 2011. Website visits between July-December, 2011 are up 2%
compared to the same time last year. Top search keywords discussed and it was
determined that 75% of traffic between July and December, 2011 is from new site
visits. Web traffic top states, cities and first interaction discussed.
Shawn Braden presented an introduction and site navigation to our new website.
Karla Thompson gave a demonstration of same.
New site design and enhancements discussed. Our goal is to launch the new site by
next Tuesday. The interior pages of the new design will have more color/visuals
through icons to provide samplings of offerings; also seasonal promotions and
packages/deals pages with use of banners and calls to action.
New site design’s enhancements will offer better search capabilities; better tracking
capabilities; breadcrumb navigation; industry partner extranet capabilities for
profiles and special offers; enhanced calendar of events by date and type of event;
embedded partner Google maps; industry page featuring industry news and
resources and future focus on more multi-media content.
Shawn indicated the next steps include our mobile site design, ongoing updates and
tweaking of PPC campaigns; continued analysis of seasonal campaign results;
creative analysis and strategic planning for Fiscal Year 2012-2013.
Kim continued her presentation with Communications and Public Relations
Activities. During Fiscal Year 11-12, we’ve had 18 individual site visits; traditional
6
media contacts – 978; twitter/new followers – 479/600; free editorial generated –
7,781 inches; placements of 795 and non-media inquiries – 802.
Public relations highlights:
Hurricane Irene – Crisis PR plan.
Convention South – “Best of” CVB Award – Only our CVB received this.
UK Media FAM Tour – hosted 5 high profile UK journalists, 1 UK PR rep
and 2 NCTFSD reps.
NC Travel Guide Press Conference – Johnny Mercer’s Pier at Wrightsville
Beach is featured on the cover of the 2012 Travel Guide.
For 2010-2011 leads for Convention and Group Sales:
Booked 18, consisting of 2,975 people and 3,474 room nights; have pending groups
of 29 consisting of 13,114 people and 7,505 room nights. Proposals (118) went out
for a total of 17,445 people and 12,490 room nights. In the numbers shown here,
market segments consisted of association, corporate, government, military,
religious, reunion, social and sports.
Kim advised that we continue to be involved in issues at both a state and local level;
have communicated our new brand to travel partners, local governments and other
organizations and have met with downtown marketing group. Kim discussed the
use of the “Historic River District” in ads with downtown marketing efforts and the
Cotton Exchange is the first one to do so with an ad.
ITEM #8 – CONSIDERATION OF CHARACTER CAMPAIGN – GEORGE
DURANT/BRANDON AGENCY AND KIM HUFHAM
Kim advised that at the October, 2011 TDA Board meeting, the Brandon Agency
was asked to revisit again the “Character Campaign” and asked George to bring
this before the Board.
George said prior to doing so, he wished to thank Wendy Burrell (Brandon Agency)
for the hard work she puts forth in all their efforts.
George said he is very pleased with where they are going. They have a transition in
mind through “Voice of the Water” and showed some future ads with the characters
in mind which will “have legs” to compliment our current campaign. These, of
course, will be used down the line as things progress.
Kim mentioned that the “Character Campaign” is not to erase the current
campaign but will enhance what will be happening in months to come. The cost of
the “Character Campaign” is $10,000 and needs to be voted on this evening as the
Brandon Agency cannot continue to keep it on the shelf.
7
Following several points of discussion by the TDA Board,
[Motion made by Sabina Newman, seconded by Anne Brodsky and carried
with one nay (Frank Jones) to approve the “Character Campaign” at a cost
of $10,000.00.]
ITEM #9 – PRESIDENT’S COMMENTS – KIM HUFHAM
Invited any of the Board who can do so to attend the Governor’s Conference’s
closing luncheon in Concord on March 13. As earlier stated, we are hosting this
closing luncheon as this will set the stage for the 2013 conference which will be held
here in Wilmington. Kim advised a van of Board members could ride together to
this event if they would like to do so.
Kim also mentioned that an update will be done to the City Council on February 7
along with the Wilmington Convention Center on convention marketing.
ITEM #10 – OLD BUSINESS/NEW BUSINESS
N/A
ITEM #11 – CHAIRMAN’S COMMENTS
N/A
Adjourn at 7:25 p.m.
______________________________ __________________________
Kim Hufham, President/CEO Jeanette Foster, Recording
Secretary
Minutes located in TDA Board Minutes Book X
8