HomeMy WebLinkAboutTDA Board Meeting January 31 2024
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY
BOARD OF DIRECTORS
January 31, 2024
PRESENT: Allen Oliver- Mayor – Town of Kure Beach
Zach Brigman- Wilmington Hotel (150+)
Natalie English -Wilmington Chamber of Commerce
Kim Hufham - President/CEO – NHC TDA
LeAnn Pierce – NHC Commissioner
Lynn Barbee, Mayor – Carolina Beach
Bill Saffo - Mayor – City of Wilmington
Eric Credle– NHC Chief Finance Officer
Nicole Jones, -Wilmington Hotel (150-)
Zeke Partin - Wrightsville Beach Board of Alderman
Hap Fatzinger-NHC Attractions
Nicolas Montoya- Wrightsville Beach Hotel
EXCUSED: Tom Ullring- CB Hotel Manager (150+rooms)
Angela Rhodes-NHC restaurants
Ross Pitman- Bed & Breakfasts
STAFF: Kim Little, Administrative Services Manager/Recording
Secretary
Linda Brothers, Senior Financial Analyst, NHC
Connie Nelson, Communications/PR Director
Shawn Braden, VP Marketing & Strategy
John Sneed, VP Sales
Lee Davis, Web Director
GUESTS: Wendy Parker, Mythic
Rachel Cobb, Mythic
Nicole Jones called the meeting of the New Hanover County Tourism Development
Authority Board of Directors to order at 5:00pm. The meeting was at the New Hanover
County Government Center.
Kim Hufham welcomed reappointed Members: Zach Brigman, Nicole Jones and Nicolas
Montoya.
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ITEM #1 – EXCUSED – Angela Rhodes, Ross Pitman Tom Ullring
ITEM #2 – APPROVAL OF BOARD MINUTES FOR OCTOBER 25, 2023,
November 29, 2023, and December 19, 2023.
Motion made by Zeke Partin and seconded by Hap Fatzinger to
unanimously approve minutes as read for the Octobor 25, 202Motion made by
Natalie English and seconded by Zeke Partin to unanimously approve minutes as
read of the November 29, 2023, TDA Board Meeting. Motion made by Zeke Partin
and seconded by Nicolas Montoya to unanimously approve minutes as read of the
Special Called TDA Board Meeting, December 19, 2023, as read.\]
ITEM #3- FINANCIALS/ROT REPORT – Eric Credle
NHCTDA Treasurer Eric Credle presented the ROT collections report for the period
through November 30, 2023. The revenues are currently up 3.33% year to date.
\[ A complete financial report of the revenue/expenses for budget details in
Exhibit Book XIIII.\]
ITEM #4 EXPENDITURE REQUESTS- KURE BEACH, WRIGHTSVILLE
BEACH & CAROLINA BEACH – KIM HUFHAM
President/CEO Kim Hufham presented the following funding requests:
KURE BEACH:
The Town of Kure Beach respectfully requests funds for expenditures that were
incurred for the entertainment provided at the Ocean Front Park during 2023. The
entertainment included concerts, Storytime, the Kure Beach Market and other
family-oriented activities. These events attract tourists to Kure Beach by
providing enjoyable and affordable entertainment. The expenditures were as
follows:
Concerts $17,250.00
Family Activities $16,700.34
$33,950.34
Total funds requested: $33,950.34.
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The Town of Kure Beach respectfully requests funds for expenditures for
lifeguard services for the summer 2023. The requested funds include expenditures
for two budget years, 2022-2023 and 2023-2024. The expenses to be reimbursed
are calculated as follows:
Total Lifeguard Expenses Incurred FY2022/2023 $326,939.32
Less: Lifeguard Expenses included on 01/18/23
TDA Request $178,038.53
FY2022/2023 Remaining to be reimbursed $148,900.79
FY2023/2024 Lifeguard Expenses Incurred from
7/1/23-12/13/23 $252,346.16
Total funds requested: $401,246.95
The program is directly related to tourism as it acts to protect vacationers and
visitors from harm as they swim and enjoy the beach strand in the incorporated
town limits of Kure Beach. Visitors are attracted to the beaches that offer
lifeguard services, particularly those with young children and older adults. Kure
Beach has always been on the cutting edge of oceanfront safety. We have a
proven track record of placing a high priority on protection of our visitors. The
Kure Beach Lifeguard Program budget is attached to this request indicating
amounts previously received and the amount of this request.
The Town of Kure Beach respectfully requests funding for expenditures that were
incurred for maintenance, improvements and operating supplies at the Ocean
Front Park, pavilion, public restrooms, and Joe Eakes Park for 2023
The Kure Beach Ocean Front Park (OFP) and Joe Eakes Park have become
destinations for tourists visiting Kure Beach. The OFP pavilion is the location of
many tourist-related activities, including the Boogie In The Park concert series,
weekly markets, programs for children and educational programs. Additionally,
tourists may reserve the facility for private events. Joe Eakes Park is used for
many different family activities. The location of the parks in proximity to the
ocean is part of the draw, but also leads to a variety of maintenance issues. Also,
there is expenditure for operating supplies used at the public restrooms located at
the OFP. The expenditures for 2023 total $97,288.12 and are supported by
documentation attached to this request.
Total funds requested: $97,288.12.
Total funds requested: $532,485.41.
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\[Motion made by Hap Fatzinger, seconded by Zeke Partin and unanimously
accepted to approve the funding request for Kure Beach as read.\]
CAROLINA BEACH:
The Town of Carolina Beach respectfully requests funds for Ocean
Rescue/Lifeguard salaries, expenses, and benefits for the period of November 1,
2022- October 31, 2023, for the total funds requested $535,476.63.
The Town of Carolina Beach respectfully request reimbursement of funds for the
construction of the public restroom facility at Hamlet Ave. public beach access;
used by visitors/tourists while at Carolina Beach; also serves as Ocean Rescue
office and storage facilities in the amount of $72,805.53,
The Town of Carolina Beach respectfully requests funds for boardwalk activities
from November 1, 2022 - October 31, 2023. Events held by P &R to promote
travel and tourism to Carolina Beach. Examples include weekly fireworks
displays, band performances, Sunday night movies, family nights at Boardwalk
(face painters, bands, other entertainment), Christmas by the Sea, and others.
Total funds requested $159,968.44.
Pleasure Island Chamber of Commerce Events- these events are held to promote
travel and tourism to Carolina Beach. Examples include Beach Music Festival,
and other ROT eligible events. Total funds requested $17,500.
Total funds are available in the amount of $785,750.60.
CAROLINA BEACH:
The Town of Carolina Beach respectfully requests funds for Ocean
Rescue/Lifeguard salaries, expenses, and benefits for the period of July 1, 2022-
October 31, 2022, for the total $272,506.96. (Also, includes costs not previously
reimbursed March 1, 2021-September 1, 2022, that are HR related)
The Town of Carolina Beach respectfully request reimbursement of funds for the
construction of the public restroom facility at Hamlet Ave. public beach access;
used by visitors/tourists while at Carolina Beach; also serves as Ocean Rescue
office and storage facilities for the November 22, 2022, request $72,201.33,
The Town of Carolina Beach respectfully requests funds for boardwalk activities
from July 1, 2022- October 31, 2022. These expenses are related providing family
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entertainment for all ages at Carolina Beach Boardwalk including weekly
fireworks displays, band performances, Sunday night movies, family nights at
Boardwalk (face painters, bands, other entertainment), Christmas by the Sea, and
other. Total funds requested $123,485.36.
Total funds are available in the amount of $468,193.65.
\[Motion made by LeAnn Pierce, seconded by Zeke Partin and unanimously
accepted to approve the funding request for Carolina Beach as read.\]
WRIGHTSVILLE BEACH:
The Town of Wrightsville Beach each holiday season hosts several events,
including the tree lighting ceremony, NC Holiday Flotilla, and Christmas movies
in the park. These events bring in hundreds of visitors each year. In preparation
for the season and the events, the Town decorates the entire municipal campus as
well as the light poles throughout the Town. This season, the Town plans to
decorate an additional 24 light poles throughout the Town. These additional lights
will cost $45,000. The other $10,000 requested will assist in paying the necessary
electrical work, audio/visual equipment, installation, performers, etc. that are
necessary to put together these events as well decorate the Town for the holidays.
Total funds are available in the amount of $55,000.
\[Motion made by LeAnn Pierce, seconded by Natalie English and
unanimously accepted to approve the funding request for Wrightsville Beach as
read.\]
\[Copies of all the funding requests can be found in the Exhibit Book
XIIII\]
ITEM #5- PRESIDENT’S COMMENTS- Kim Hufham
CVB Office Relocation: The lease for our new office in the City of Wilmington’s
Skyline Center was signed February 15, 2024. Our move date will be between February
28- March 1. The plans for the upfit are close to being finalized. An informal bid process
will be conducted for the general contractor.
Tourism Master Plan update: The NHC Destination Master Plan and all the elements will
build countrywide public recognition as the result of the planning process, input, and
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outcome implementation. We had eight firms send in their RFP. The decision was made
to choose Clarity of Place. We should be start in the Spring of 2024.
The CVB attended the NCTIA conference and received with three awards.
Wilmington and Beaches CVB won 2022-2023 Platinum Marketing Achievement Award
in the Meetings category, the Wilmington and Beaches “Video Direct Mailer” marketing
tool as also received the “Best Innovation” award. NCTIA Tourism Marketing
Achievement Gold Award in the category of Leisure Travel for the Wilmington and
Beaches CVB for its Mobile Trip Guide, a mobile-first resource with location-based
functionality designed to enhance the destination experiences of in-market visitors.
The CVB is hosting a dinner at the Garden & Gun Magazine on March 10. Two local
chefs, Keith Rhodes, and Dean Neff are traveling to prepare the meal. Garden & Gun
Magazine is one of our top producers for inquiries.
Plans are being finalized for the Legislative Breakfast in late February or in
March.
The Riverwalk Assessment Committee has compiled a short list of potential
projects for the Riverwalk based on the assessment findings. The committee has proposed
the following budget to utilize the ARPA funds once the Wilmington City Council
approves them.
Riverwalk Assessment ARPA Funding:
Gateway – Market/Water Street $70,000
Holiday Lights Promotion & Marketing $400,000
Signage/Wayfinding $150,000
Reader Boards $15,000
Selfie Station $15,000
TOTAL BUDGET $650,000
The 12 acres in the downtown’s North End owned by the city has been a discussion in
hopes that an additional hotel with meeting space would fill one of these parcels. Mayor
Saffo has suggested that the CVB gather information and bring it to the City of
Wilmington for further discussion.
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ITEM #6- STRATEGIC PLAN REVIEW- Wendy Parker & Rachel Cobb
Kim presented an update of the Wilmington and Beaches Three-Year Strategic Plan
Summary. Rachel Cobb and Wendy Parker from Mythic will be the facilitators for the
discussion to evaluate and align on the Opportunity Challenges in the strategic plan.
FY 22-23: Marketing Strategies:
Extended Seasonality
Higher Income Targeting
Educate Out-of-State Travelers
In-state- Western Focus for longer stays
Hybrid Plan- Unified Campaign complemented with dedicated beach plan.
Opportunities Challenges:
1. Seasonal leisure and weekend travel destination: opportunity to extend
seasonality, travel distance and visitor spending through year-around
marketing, higher-income targeting and more out of state marketing.
2. Qualified visitor industry professionals need: support tourism/hospitality
workforce development.
3. Countywide public understanding of tourism: advance TDA/CVB value
and advocacy.
4. Attention to quality visitor experience development: (Tourism Master
Plan) formulate an agreed -to-tourism master plan including
comprehensive gateway, signage, and on-site services development.
5. Unified approach to destination marketing and sales effort: continue the
comprehensive city and beaches destination marketing strategy to allow
synergistic organization effectiveness and higher returns.
6. Cooperative group meeting/sports event marketing and sales mandate:
initiate a proactive partnership strategy to increase awareness, leads and
bookings.
7. Sustainable funding source for beach renourishment: continue dialogue
with county government/other proponents on a long-term agreement.
Implications and Potential Initiatives:
1. The recommendation/comment regarding not waiting on an invitation struck us as
a real opportunity. We heard and observed that the CVB should have a seat at the
table and can be more proactive in ensuring their voice and perspective are heard
when key economic development decisions are being discussed.
2. Thought Starters for Partner Funding Criteria.
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Does the investment opportunity…
a. Align with the TDA’s mission and marketing objectives?
b. Help address Strategic Plan Opportunities + Challenges?
c. Include clarity/specificity on how funds will be allocated/used?
d. Align with our working knowledge and experience (ie. airport: using a 5-
day average stay when flights are from Friday to Sunday and is a higher
average than what we’re seeing from Arrivalist data. Also. the
opportunity includes a origin market that is currently not a priority and
doesn’t receive marketing)
e. Promise to provide key milestones and results that will be reported back so
the TDA can understand ROI (or can we require this?)
3. We discussed working with the City of Wilmington.
a. around economic development and securing a hotel downtown.
b. and related the issue of continuing to set-up the Convention Center for
success but having limited room commitments to fulfill meeting / group
needs.
4. Underscoring that advocacy in general should be part of the priority initiatives,
where relevant, as one of the actions or ways some of the Opportunity Challenges
can be supported.
5. School start date is more than just an advocacy issue. We should be prepared and
work through the implications of what this will mean to the TDA and the CVB if
the early start date is ever passed. So, both sides of the issue should be factored
into future plans (advocacy measures and back-up planning).
Discussion moved to the futures strategies and initiatives:
Partner funding process and procedures
Short-term Initiatives/Opportunities:
● Event creation
○ 3-day festivals
○ Enhance festivals.
○ Restaurant week w/ lodging
○ food/wine
● Advocacy
● Riverwalk feasibility study RFP
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Long-term Initiatives/Opportunities:
● Affordable housing (including seasonal)
● Staff transportation
● Events that the county can create - cruises coming or going out?
● Holiday event
● Advocacy
Within the Priority Initiatives in the Strategic Plan, we must continue to invest in
marketing research and conduct new research partner analysis (FY 24/25- FY 25/26). We
have chosen to enlist Adara which is a media and site data measurement application that
enables the destination markers to analyze and optimize their marketing strategy using
confirmed travel transactions data.
The NHC TDA Board had a great discussion about the opportunities within the Strategic
Plan. Nicolas Montoya would like to see more discussion about the hospitality workforce.
The tourism and hospitality careers need to be more attractive to the younger workforce.
We have partnerships with local schools, CFCC, UNCW and the Wilmington Chamber of
Commerce. We could also expand the conversations to our General Managers discussion.
The school calendar is still a hot topic. There are 12 counties in which their local school
start date is before the School Calendar Law to start the Monday before August 26.
On the Beach renourishment & Inlet Dredging topic LeAnn Pierce suggests that the local
public needs to be informed about “How important sand is”. The beaches are the draw for
a lot of our visitors.
Overall, the NHC TDA Board members are bringing great conversations about tourism
economics. Hap Fatzinger expresses the importance of balancing preservation, the nature
beauty of the area. We need to support sustainability efforts in our communities.
Future conversations will be about a year-round location for the downtown Visitor Center
and an upgraded seasonal location for Carolina Beach Visitor Center.
The TDA and CVB are looking for growth in community relations, increasing marketing
channels, local awareness, and budget.
\[A copy of TDA Strategic Plan PowerPoint presentation can be found
in the Exhibit Book XIII\]
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WBCVB staff will take the NHC TDA Board input and incorporate it into the current
Strategic Plan. The staff will present an updated version of the Strategic Plan to the TDA
at the March 29, 2024, board meeting.
ITEM #8 –CHAIRMAN’S COMMENTS-Nicole Jones
ITEM #9– OLD BUSINESS/NEW BUSINESS
As there was no further business the meeting was adjourned at 6:45 p.m.
NHC TDA Board Meeting March 27, 2024
______________________________ __________________________
Kim Hufham, President/CEO Tom Ullring, Secretary
Minutes located in TDA Board Minutes Book XIIII
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