HomeMy WebLinkAboutTDA Bd. Exec. Comm Meeting Thursday May 26 2017
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY
EXECUTIVE COMMITTEE MEETING
Thursday, May 26, 2017
PRESENT: Nicolas Montoya - Chairman
Angela Rhodes – Vice-Chairman
Kim Hufham – President/CEO
Lisa Wurtzbacher – Treasurer
Daniel Perkins - Secretary
EXCUSED: N/A
STAFF: Jeanette Foster - Admin. Services Manager/Recording
Secretary
Board Chairman Nicolas Montoya called the Executive Committee Meeting to order
at 9:00 a.m. in the offices of the CVB.
ITEM 1: EXCUSED ABSENCES: N/A
ITEM II: BUDGET REVIEW – FISCAL YEAR 2017-2018 – Kim Hufham
President/CEO Kim Hufham presented an Executive Summary for FY 2017-2018
with points to summarize comparisons from the prior year.
Total budget presented is $6,003,284 compared to previous year FY 2016-
2017 budget of $5,314,755. New fiscal year total represents a 12.95%
increase over prior fiscal year.
Revenues are based on 2016-2017 actual collections and projected growth.
First 9 months of current budget is running a 10.19% increase. Revenues
have shown steady growth over the previous record setting 5 years and we
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currently on target to set our 6 consecutive benchmark year in room
occupancy collections.
First 3% budget shows 14% increase in expenditures.
First 3% budget continuing to focus on marketing and promotion
representing 78% of budget. Marketing and advertising programs continue
to be based on the strategic direction recommendations working with our
agency as well as visitor research which is available through VISITNC.
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Areas of Note:
Salaries and Benefits based on an average of 3%; insurance and benefits
show an average 8% increase.
Will have a new Senior Marketing Manager position – restructure of
marketing department based on current needs and increased workload. Will
also be a reclassification of the Marketing/Database coordinator to
Sales/Database coordinator with salary costs being split between the CVB
and the CC marketing budgets.
Under Administration, there will be an increased cost for new vehicle license,
tags and maintenance and CEO Forum attendance.
Summarization of Visitor Services – hours will be increased at the beach
VIC’s to 40 hours per week; extended hours to include winter weekends as
weather permits and Visitor Center improvements.
Marketing/Promotions:
Contracted Services: E-specials program; Simpleview
Implementation.
Photography and Video: Increase in video production for multi-
media campaigns; SkyNav and info beacons.
Advertising: Increase paid social spending as a result of its
effectiveness in driving engagement and leads; build out additional
interest-based audience to reach city-focused audiences, including
those interested in shopping, food, breweries, history and outdoor
adventure.
Include morning TV show sponsorships in the spring to generate mass
awareness of our destination within key feeder markets; expand OOH
billboard program to secure year-long placements in high traffic
areas in key in-state markets; incorporate non-traditional OOH
tactics, like transit/bus and digital billboards to further promote the
riverfront marketing initiative; utilize 360-degree imagery on
Facebook to generate interest in the destination and drive traffic to
the new SkyNav section of the website.
Education: Simpleview CRM training for all staff; staff development
opportunities.
Promotions: American Bus Association FAM tour; Travel South
USA FAM tour; Travel Media Showcase post FAM tour; social media
campaigns expansion; Visit365 conference sponsorship – 2019 in ILM.
Trade Shows to include 2 new media and 2 new meeting and
convention shows.
Capital Expenditures: Scheduled replacement of 2 pcs and monitors; office
furniture replacement; $2,500 contingency.
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District U: Sports advertising and creative; leisure advertising (placements
to support outdoor activities, parks, gardens; Southern Living (June’s
Outdoor Living issue); Outside magazine.
Sports Marketing: include increase in sales calls and hosting of sports
organizers.
ITEM III: OTHER BUSINESS - Kim Hufham
President/CEO Kim Hufham indicated that it looks like the school calendar
issue is “dead in the water” for this session.
Said Film Grants, because were not used, being cut back.
ITEM IV: CHAIRMAN’S COMMENTS - Nicolas Montoya
Chairman Montoya discussed some of Wrightsville Beach’s MAC budget and
expected increases, etc.; also had discussion on ROT efforts from hotels.
Recommends budget be presented to the full Board.
There being no further items, adjournment at 10:20 a.m.
_____________________________ ___________________________
Kim Hufham, President/CEO Jeanette Foster, Recording
Secretary
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