2010-01-27 Special Meeting NEW HANOVER COUNTY BOARD OF COMMISSIONERS BOOK 31
JOINT MEETING WITH THE NEW HANOVER COUNTY PAGE 744
TOURISM DEVELOPMENT AUTHORITY BOARD,JANUARY 27,2010
ASSEMBLY
The New Hanover County Board of Commissioners held a joint meeting with the New Hanover County
Tourism Development Authority Board on Wednesday, January 27, 2010, at 5:45 p.m. in Room A at the Coastline
Convention Center,Wilmington,North Carolina.
Members present were: Commissioner Robert G. Greer; Commissioner William A. Caster who also serves
as the Tourism Development Authority Board Secretary; Commissioner Ted Davis, Jr.; County Attorney Wanda M.
Copley; Clerk to the Board Sheila L. Schuh;and County Manager Bruce T. Shell.
Vice-Chairman Jonathan Barfield, Jr. arrived at 5:55 p.m. and Chairman Jason R. Thompson arrived at
6:00 p.m.
County staff present was: Finance Director Avril Pinder who also serves as the Tourism Development
Authority Board Treasurer; Assistant County Manager Chris Coudriet; Assistant County Manager Andre Mallette;
and Tourism Development Authority Financial Analyst Shelia Boyd.
New Hanover County Tourism Development Authority members present were: Chairman Ronnie W.
Pernell; Vice-Chairman Bob McKoy; John W. Andrews; A. Scott Cromartic, Brett Darlington; W. Chris Green,
Frank Jones;Donna Moffitt;and Charles Pennington.
Ex-officio members present were: Town of Kure Beach Mayor Dean Lambeth; City of Wilmington Mayor
Bill Saffo; and Town of Wrightsville Beach Mayor David Cignotti.
New Hanover County Tourism Development Authority d/b/a Wilmington/Cape Fear Coast Convention&
Visitors Bureau staff members present were: President/CEO Kim Hufham;Administrative Manager Jeanette Foster,
Vice-President of Sales and Services Mikie Wall; Communications/Public Relations Director Connie Nelson; and
Executive Vice-President of Marketing Shawn Braden.
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY BI-MONTHLY MEETING
New Hanover County Tourism Development Authority Chairman Ronnie Pernell called the meeting to
order and proceeded through the following items of the Tourism Development Authority meeting agenda:
• Approval of TDA Board minutes from October 28,2009.
• Financial and Room Occupancy Tax Reports provided by NHC Finance Director and TDA Treasurer
Avril Pinder.
• Budget Amendment presented by Ms. Pinder and approved by the TDA Board.
Chairman Pernell requested Tourism Development Authority d/b/a Wilmington/Cape Fear Coast
Convention & Visitors Bureau President/CEO Kim Hufham to make the presentation to the Board of
Commissioners.
TOURISM DEVELOPMENT AUTHORITY UPDATE
President/CEO Kim Hufham presented the Tourism Development Authority update highlighting the
following information:
• Economic Impact of Travel&Tourism:
• $422,650,000 in tourism expenditures in FY08/09, a slight decrease of 0.8% compared to year
prior.
• Visitors paid$37,140,000 in state and local taxes while in New Hanover County.
• Because of the taxes paid by visitors in FY08/09, each County resident enjoyed tax relief in the
amount of$193.
• Over 5,510 people are employed by businesses related to the tourism industry.
• Room Occupancy Tax receipts grew 43% over the previous 5 years before the recession hit in
2008
• FY08/09 Room Occupancy Tax Distribution/Percentage of Budget:
• Beach Erosion in the amount of$2,087,611;29%
• Tourism—Convention Visitors Bureau in the amount of$1,308,563; 18%
• Carolina Beach for marketing and activities in the amount of$630,315; 8%
• Kure Beach for marketing and activities in the amount of$233,680;3%
• Wrightsville Beach for marketing and activities in the amount of$864,736; 12%
• City of Wilmington for Convention Center in the amount of$2,196,974; 30%
• Room Occupancy Tax Collections:
• First 3%Room Occupancy tax collections total$3,678,939 for FY08/09 representing a decrease
of 8.73%over previous fiscal year.
• There are three main visitor segments: leisure; meeting and convention; and motor coach group
travelers.
• Leisure travelers currently represent the overwhelming majority of visitors to the area, although
this mix varies by municipality and time of year.
• Over 80%of visitors drive here.
NEW HANOVER COUNTY BOARD OF COMMISSIONERS BOOK 31
JOINT MEETING WITH THE NEW HANOVER COUNTY PAGE 745
TOURISM DEVELOPMENT AUTHORITY BOARD,JANUARY 27,2010
• The internet has become the primary tool for travel planning both for the Cape Fear Coast and the
travel industry as a whole.
• Comparative figures for Calendar Year 2009
NEC NC
Occupancy -11.7% -9.0%
Supply 5.9% 2.9%
Demand -6.5% -6.4%
Revenue -11.4% -11.6%
• Goals/New Programs:
• Increase inquiries by 10%
• Expand recent Social Media efforts(Facebook and Twitter)
• Introduce a blog,and possibly guest-blogging,on W/CFC site
• Introduce and market"Sunny Savers"program
• Negotiate package deal with VisitNC, including web, print and online advertising, and video
production
• Purchase behaviorally targeted online advertising in key NC
• Utilize public relations for efficient,broad visibility
In closing,Ms.Hufham reported that the objectives for FY09/10 were to expand and transition organization
from a promotional organization providing information and marketing/advertising to a development organization
developing and selling product and being accountable for delivering incremental business during need times. Move
from destination marketing to destination management foundation and infrastructure.
A brief question and answer period was held.
Hearing no further questions, Chairman Pernell adjourned the meeting at 6:35 p.m.
Respectfully submitted,
Sheila L. Schult
Clerk to the Board