2019-01-31 Minutes
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY
BOARD OF DIRECTORS/STRATEGIC PLAN WORKSHOP
January 31, 2019
PRESENT: Joe Benson, Mayor Town of Carolina Beach
Anne Brodsky, Hotel-Motel Town of Kure Beach
Christine Divoky, Tourism Attraction
Natalie English, Wilmington Chamber of Commerce
Kim Hufham, President/CEO NHC TDA
Nicole Jones, Hotel Manager/Owner (150- rooms)
Nicolas Montoya, Hotel Manager/Owner (150+ rooms)
Chuck Pennington, County Bed and Breakfast
Daniel Perkins, Hotel Manager (150+ rooms)
Angela Rhodes, County Restaurant
Bill Saffo, Mayor City of Wilmington
EXCUSED: Mayor Bill Blair, Mayor Craig Bloszinsky, Lisa Wurtzbacher,
Jason Bryant, Commissioner Patricia Kusek, LeAnn Pierce
STAFF: Jeanette Foster, Administrative Services Manager/Recording
Secretary
Linda Brothers, Financial Analyst, New Hanover County
Connie Nelson, Communications/PR Director
Karla Thompson, Technology/Systems Manager
Shawn Braden, VP Marketing
GUESTS: Don Anderson, DCG
Mary Baggett, Blockade Runner Resort
Chairman Nicolas Montoya called the meeting of the New Hanover County Tourism
Development Authority Board of Directors to order at 12:20 p.m. in the conference
room of the Greater Wilmington Area Chamber of Commerce.
ITEM #1 RECOGNITION OF NEW MEMBERS AND RE-APPOINTMENTS
NICOLAS MONTOYA
Chairman Nicolas Montoya recognized new Board members Christine Divoky of
Friends of Fort Fisher, representing attractions and Nicole Jones of the Courtyard
by Marriott, Wilmington, representing 150 rooms (-).
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In addition, reappointments were recognized: Angela Rhodes in Restaurant
Owner/Manager category, Commissioner Patricia Kusek, New Hanover County
Board of Commissioners, LeAnn Pierce, Carolina Beach Hotels.
ITEM #2 APPROVAL OF BOARD MINUTES FOR NOVEMBER 1, 2018
NICOLAS MONTOYA
\[Motion made by Anne Brodsky, seconded by Chuck Pennington and
unanimously accepted to approve minutes as read of the November 1, 2018 TDA
Board meeting.
ITEM #3 FINANCIALS/ROT REPORT LINDA BROTHERS
Financial Analyst for New Hanover County Linda Brothers advised the income
statement being presented is for July 1, 2018 December 31, 2018. Revenues
indicated are for the first four months of the Fiscal Year with total income of 37%
received. Grand total for expenditures spent at this time stands at 26%.
ROT Collections for first 3% for July-November FY 2018/2019 shows an increase of
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16.30% over same period last year; 2 3% Collections for the beaches for FY 2018-
2019 (July-November) Carolina Beach 7.05% increase over same time last year;
Kure Beach 3.74% increase; Wrightsville Beach (-) 5.28% decrease due to
33.25% increase over same period of
time last FY; Convention Center District 41.51% increase over same period of
time last FY; District U 13.95% increase over same period of time last FY.
Linda was asked by Lisa to give a report on the short term rental software. The
new staff member for the software is now in place. Has been involved for the past 3-
4 weeks. System has generated 1,300 unique properties in the system and working
with the c
Working on a letter to send out and hoping sometime in February to have the
numbers on listings versus payments and be able to send the letters out. The 1,300
properties are countywide. Kim advised that one thing that will have to be watched
is the 90 day plus stays. Linda indicated once someone reaches the long term versus
short term stay, will need to contact the county offices so the information can be
inputted into the system as the new software will not automatically calculate this.
ITEM #4 EXPENDITURE REQUEST CAROLINA BEACH KIM HUFHAM
The Town of Carolina Beach respectfully requests TDA funds in the amount
of $306,618.82 for expenses incurred for travel and tourism related activities
for lifeguard/ocean rescue salaries, benefits and expenses for July 1 to
November 30, 2018. (03)
Funds are available and this amount is being requested for reimbursement upon the
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\[Motion made by Daniel Perkins, seconded by Anne Brodsky and
unanimously accepted to approve TDA funding in the amount of $306,618.82 for
expenses incurred for lifeguard/ocean rescue salaries, benefits and expenses for July
1 to November 30, 2018.)
ITEM #5 COMEBACK CAMPAIGN UPDATE KIM HUFHAM
President/CEO Kim Hufham said the objective when we went into our recovery
effort was to promote the area to host visitors, to promote positive stories of
recovery and to minimize negative impact on longer term planning on
spring/summer travel. Worked together with the beaches to promote a single
umbrella campaign branded as a united destination which encompasses
Wilmington, Carolina, Kure and Wrightsville Beaches. Kim showed the two
encompassed the same message and carried the same message through all the
advertising, did the same concept for meetings and conventions. Kim said it was
very important to get the word out that we were open for visitors. We are getting
positive feedback on the message being out. Will be having a spring post FAM
recovery tour. At this time, actually working on getting select national media here
who were involved with on-sight coverage of Florence. Kim also discussed media
coverage we have to date.
In addition, Kim went over upcoming events staff members will be attending:
NC Legislative Tourism Day in Raleigh (February 12.)
Doing annual presentation with the Wilmington Convention Center to the
City of Wilmington (February 19.)
Hosting the VISIT 365 Conference here this year (3/31-4/2.)
Having an additional media FAM tour here the end of March.
Chairman Nicolas Montoya wanted to thank Kim and the TDA Board in general for
supporting and approving the umbrella budget; also that we are catching up with
spring campaigns, etc. Together we are much more powerful. Appreciate all the
Board has done to get to this point and also thank Don for all his input and hard
work.
ITEM #6 STRATEGIC PLAN WORKSHOP DON ANDERSON
Don Anderson said he is glad to be back and hear the story reference coming up
with a new game plan; glad to know we are moving forward and nice to see the
figures and see some positive things happening. Pleased the Strategic Plan has been
approved by the TDA Board. Now that this has been done, Don will be looking at
various priority initiatives. He noted that it had been determined to incorporate 9
of the 20 initiatives for FY 19/20.
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The consensus of the workshop today is to get additional input from the Board; will
be very helpful to the Management Team as they build their 19/20 destination
marketing business plan as of July 1 of this year.
Don said to assist with the workshop, an agenda, the Strategic Plan and a power
point will assist with the discussion.
Don pointed out that the first part of the power point would be a refresher.
As part of the refresher, Don discussed all of the meetings (over 40) that have been
held with industry partners, community leaders and others. Looked at opportunities
and what to go forward on. As challenges are recognized, can move forward and
communicate well among ourselves. An online survey was done and we had 268
responses and felt we were inclusive in where we should be headed in the future.
Don said we are a trailblazer, that we continue to evolve the destination that delivers
a compelling and authentic marketplace experience.
Talked about top destination challenges (not in priority order):
Highly seasonal leisure travel destination.
Shortage of qualified visitor industry professionals.
Low countywide public understanding of tourism.
Inadequate attention to quality visitor experience development.
No agreed-upon sustainable funding source for beach renourishment.
Insufficient cooperative group meeting/convention center marketing and
sales mandate.
Fragmented approach to destination marketing and sales effort (get more
visitors here.)
Challenges: New potential markets; support qualified new visitor industry
professionals; need to tell our story even better; need a master development plan
(first impression is important; being acknowledged as a key tourism brand asset;
insufficient cooperative group meetings/convention center marketing and sales
mandate; numbers are up somewhat; more intragrated approaches in recovery
process. Need plans that are going to resonate.
Don said given these challenges, 20 priority initiatives were identified with 9 of these
priorities for 2019/20 FY. Five strategic goals are:
Enhance destination brand awareness.
Increase destination sales and service conversion.
Facilitate impacted destination development.
Engage in influential stakeholder communications.
Affect higher resources performance.
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Priority Initiatives (Don briefly discussed these):
Clarify destination brand identity in alignment with promotional partners
(Priority 2019/20).
Formulate and implement a coordinated county wide convention sales and
services strategy including memorandum of understanding among DMO,
WCC and hotels.
Develop a visitor services strategy including relevant digital communications
and visitor information center presence (Priority 2019/20).
Support to tourism/hospitality workforce development (Priority 2019/20.)
Formulate and execute a comprehensive special interest tourism strategy
with related evaluation (Priority 2019/20).
Prepare and implement a stakeholder/resident communications plan
(Priority 2019/20).
Engage fully with TDA and civic leadership on key issues of critical
importance to the tourism industry (2019-2021) (Priority 2019/20).
Approve updated strategic plans tied to annual marketing/operational plan
with budget (Priority 2019/20).
Evaluate and advise on an effective TDA/CVB and beach community
marketing budget planning process and committees organization (Priority
2019/20).
Board discussion followed on various ideas including the Myrtle Beach market;
needed funding to implement programs; getting more family oriented business;
what
messages out to visitors and the community (best ways to communicate);
Wilmington and the beaches coming to the table together to work on various ideas;
getting media more involved, etc.
Don further discussed formalizing our communication plan; to perhaps do more
templates; work closer with municipalities; look outside of the box; get in other
newsletters (city, chamber, etc.) Our upcoming marketing plan is tied to 2020 with
budget. Everyone needs to work together, meet with different marketing groups;
Don indicated Wilmington and the beaches need to come to the table together for
research efforts.
Following a short break, Don had TDA Board to form 4 groups to have a breakout
discussion of the TDA/CVB priority initiatives for FY 19/20-FY 21/22 destination
marketing and business plan. The groups came up with the following:
Enhance Destination Brand Awareness 2020 and Beyond:
Excited by recovery campaign. Test for united campaign for all four
destinations.
Piggy back with other areas.
Spend more money out of state for direct flights.
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Get Tourists/vacationers at time they are making reservations to extend their
vacations, etc.
Important each of the beach towns are included in research programs.
Need local media plan.
Need to know customers better.
Need something to entice visitors to stay in hotels, etc., instead of with
families. Need to encourage this.
Each of beach towns contribute to a research campaign.
Facilitate Impactful Destination Development:
Requires a lot of money for plan. Bring other agencies together.
Working programs (signage, branding, directional information, Ad hoc
committees. Eventually talking with residential groups.)
What should be in place by 2030 (Don).
Partners have to participate in brand host training programs (Kim).
Engage in Influential DMO Advocacy and Community Relations:
Work with partners (chambers, media, hospitality, social groups, etc.)
Take time as a Board to talk about key issues.
Manage Effective DMO Financial and Administrative Resources:
Annual Board retreat one key issue and have great speakers.
VISITNC 365 offer TDA members opportunity to attend to learn about
trends, etc.
Workshops controversial issues. Have someone come in to speak.
Look at measures already in place and find the holes.
Research take that opportunity to find out the demographics and stay on
top of the research; continually monitor it.
Competitive analysis done annually; study other destinations and how they
expand their resources.
Don said he will work with the management team on timing and budget allocation
in respect to what other destinations have done. Would like to come back to the
TDA Board and present the twenty priority initiatives, especially for FY 2019/20
There will be some good rationale and will have some good deliberation and see if
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that will go forward. Our collections are up and going forward. Don indicated we
are looking at the current nine for this fiscal year (2019/20). Some have started,
some we will have to carry over to 2020/21.
Don thanked the Board for all their efforts over the last six months.
Nicolas asked Don when he felt we would become more aggressive and more
we will be actively involved. There will be some the management team will need to
prioritize.
Nicolas further discussed what we will be doing in the next few weeks.
Natalie commented that at every Chamber Board meeting, the agenda is planned
with strategic plan items. At every meeting, a report is made on the status of things
being worked on. Also have created committees that Board members are asked to
chair or sit on.
Don said there is expertise on this TDA Board that can engage on critical issues.
team will bring
in their expertise.
Kim said we know there will be some items we may not be able to accomplish. Some
things may need to be looked at or need some adjustment. In the next couple of
weeks, we as a management team, will sit down and go through them and work with
the Executive Committee. The goal will be to bring forth the initiatives and be able
to prioritize them. Let the Board sign into that and at that point bring in some of
the monetary implications they are going to have. That will help us as we go into
our budgeting that we know we are going to have for the upcoming year.
Kim noted that some of the things to be considered include research and product
development. In March, wants to be able to come to the TDA Board and ask if they
are going to be willing to commit fund balance to accomplish these goals. These
bigger ticket items in March have to be brought forth so we have some direction
Don again thanked everyone and is looking forward to being here the end of March
for the VISIT 365 Conference.
As there was no further business, meeting adjourned at 3:55 p.m.
Next meeting Wednesday, March 27, 2019
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______________________________ __________________________
Kim Hufham, President/CEO Daniel Perkins, Secretary
Minutes located in TDA Board Minutes Book XIII
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