HomeMy WebLinkAboutTDA Board Meeting August 28 2024
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY
BOARD OF DIRECTORS
August 28, 2024
PRESENT: Natalie English- Wilmington Chamber of Commerce
Kim Hufham – President/CEO – NHC TDA
Nicole Jones – Wilmington Hotel (150-)
Zach Brigman – Wilmington Hotel (150+)
Bill Saffo – Mayor- City of Wilmington
Tom Ullring- Carolina Beach Hotel
Eric Credle- NHC Chief Financial Officer
Allen Oliver- Mayor- Town of Kure Beach
LeAnn Pierce- NHC County Commissioner
Zeke Partin- Town of Wrightsville Beach
Ross Pitman- NHC Bed & Breakfasts
EXCUSED: Lynn Barbee- Mayor – Town of Carolina Beach
Nicolas Montoya- Wrightsville Beach Hotel
Hap Fatzinger- NHC attractions
Angela Rhodes – NHC restaurants
STAFF: Kim Little, Administrative Services Manager/Recording Secretary
Shawn Braden, Executive VP Marketing & Strategy
John Sneed, VP Sales & Services
Connie Nelson, PR/Communications Director
Lee Davis, Director of Website
Linda Brothers, Senior Financial Analyst, New Hanover County
GUESTS: Wendy Parker, Mythic
Rachel Cobb, Mythic
Ellery Wilkins, Mythic
Chairman Tom Ullring called the meeting of the New Hanover County Tourism
Development Authority Board of Directors meeting to order at the CVB offices at 5
o’clock.
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ITEM #1 EXCUSED MEMBERS
Chairman Nicole Jones noted excused absences for Lynn Barbee, Nicolas
Montoya, Hap Fatzinger, Angela Rhodes
ITEM #2 - RECOGNITION OF NEW BOARD MEMBERS-
The Chairman recognized Dan Tollens as our newest NHC TDA Board Member
representing Kure Beach Motel Owner/Manager.
ITEM #3 –ILM Airport Update- Jeff Bourk
Jeff Bourk presented the annual airport update:
TDA incentives have been very helpful in assisting the Inbound Destination
Marketing. The campaign overview is an utilizing a multifaceted approach, cast a
wide-yet highly-targeted-net, to reach audiences interested in travel and increase
awareness of nonstop flights to Wilmington, NC.
22-23 Avelo Airlines new route support such as:
• New Haven, Baltimore-Washington, Wilmington DE
• Orlando, For Lauderdale, Palm Beach, Tampa
• Total: $500,000
23-24
• Miami (American): $125,000
• Chicago (United/American): $62,500
• New Haven & Wilmington, DE expanded service (Avelo): $125,000
• Minneapolis-St. Paul year 2 (Sun Country): $62,500
• Total: $375,000
24-25
• Hartford, CT (Avelo): $125,000
• Fort Meyers, FL (Avelo): $125,00
• Providence, RI (Breeze): $125,000
• Total: $375,000
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ITEM #4 – APPROVAL OF BOARD MINUTES – May 28, 2024 & June 12, 2024
\[Motion made by Allen Oliver, seconded by Ross Pitman and unanimously
approved to accept May 28, 2024, TDA Board minutes as presented.\]
\[Motion made by Zeke Partin, seconded by Nicole Jones and unanimously
approved to accept June 12, 2024, TDA Board minutes as presented.\]
ITEM #5 – FINANCIALS/ROT REPORT –Eric Credle
NHCTDA Treasurer Eric Credle presented the ROT collections report for the period July
1, 2023, through June 30, 2024. The ROT is up 2.4% compared to the FY24 budget. The
revenues are currently up 5.2% compared to the budgeted revenues. The expenditure is
down by 19.2% compared to the budgeted expenditure.
Budget Amendment 2025-01
BA#2024-01 Part A- To appropriate the Purchase Order rollover for Audit Services and
account for the payment against the Fiscal Year in which the expense is paid.
Part B -To appropriate the Purchase Order rollover for the remaining work to be
performed on the TDA Destination Master Plan and account for the payment against
Fiscal Year in which the expense is paid.
\[Motion made by Natalie English and seconded by Allen Oliver and unanimously
accepted to approve Budget Amendment BA#2025-01A for $5,250 and
BA#2025-01B for $96,500 as presented.\]
Budget Amendment 2025-02
BA#2025-02 To budget revenues and appropriate expenditures associated with the City
of Wilmington ARPA Funding to make tourism improvements in downtown Wilmington
and the Riverwalk District per recommendations from the Riverwalk Assessment Study
performed in FY2023.
\[Motion made by Nicole Jones and seconded by Zeke Partin and unanimously
accepted to approve Budget Amendment BA#2025-02 for $650,000 as presented.\]
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Budget Amendment 2025-03
BA#2025-03 To budget revenues and appropriate expenditures associated with the
County contributions toward expanded inbound air service to Wilmington International
Airport (ILM) per the MOU between the TDA and the New Hanover County.
\[Motion made by LeAnn Pierce and seconded by Natalie English and
unanimously accepted to approve Budget Amendment BA#2025-03 for $250,000
as presented.\]
ITEM# 5- PRESENTATION OF 2024/2025 Program of Work – Kim Hufham
President/CEO Kim Hufham presented the Program of Work/ Strategic Plan for
2024/2025. A full presentation was presented to our Industry Partners on September 18,
2024.
Kim Hufham presented the State of Tourism to the NHC TDA Board:
2023 Tourism Expenditures of $1,122.17 (Over $1 Billion) – 5.9%
increase
NHC tourism generated $77.3 million in local/state taxes
More than 6,790 employed in travel & tourism related jobs –$278.9
million in payroll
Each NHC resident’s taxes were offset $323.85
#8 ranking among NC’s 100 counties
Kim Hufham touched on the NHC TDA advocacy issues that face us, as well as
challenges.
• Normalization of Travel/ROT Collections
• Occupancy Taxes
• Workforce Shortage
• Financial Outlook
• School Calendar Law
• Beach Renourishment & Inlet Dredging
• NCDOT Project
• Budget
• Crime & Safety
• Infrastructure Needs
• Environmental issues
FY 24-25 Advocacy Objectives:
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• Support Advocacy issues that are will be identified in Master Plan &
Strategic Destination Plan
• Support Advocacy issues as identified with NCTIA, NCRLA & NCT&T
Coalition
• Maintain strong relationships with elected officials – State & Local
• Strengthen and emphasize TDA’s relevancy to local community
• Strengthening TDA Board of Director’s advocacy efforts at state and local
levels
• Championing those issues that are relevant to our local tourism industry
• Advocate for long-term sustainable funding for beach renourishment &
inlet dredging
PR/Communications:
FY2023/2024 Recap:
• Press Trips:45 press trips (32 CVB; 13 agency/event assists)
• Editorial Highlights:
• Print: Route; Byways; Our State; AAA Living; Local Palate; Carolina
Country; Business NC;
• Digital: Carolina Eater; JohnnyJet.com; WellDefinded.com; Elite Daily,
Cardinal & Pine
• Broadcast: NBC Today Show (set-jetting); Tarheel Traveler (WRAL); NC
Weekend (PBS NC) Blogs: @TravelToBlank; @NCTripping;
@WorldToWander; @PierceCasa; @ImFixinTo
• Other Activities:
• Awareness: Rebrand, update, relaunch Wilmington and Beaches
Destination Expert Course
• Media Events: STS Media Meetup (Atlanta); Visit NC Lufthansa Media
FAM Tour; Visit NC Media Mission (Boston); SATW Virtual Media
Marketplaces (2); In-state Media events (2)
• Workforce: 2,500+ hospitality brochures at CFCC & NHC school career
centers & job fairs;
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FY24/25
Support Marketing Initiatives
Work with agency on out-of-state \[OOS\] press trips that align with
demographic research and select geographic regions
o Develop pitches based on travel trends and marketing campaigns
o Create custom itineraries with unique, exceptional experiences
o Host journalists that fit the OOS/affluent audience profile
Media Outreach
Work with agency on out-of-state \[OOS\] press trips that align with
demographic research and select geographic regions
o Develop pitches based on travel trends and marketing campaigns
o Create custom itineraries with unique, exceptional experiences
o Host journalists that fit the OOS/affluent audience profile
Local Awareness
Reinforce Importance of Tourism in Community & Role of CVB
o NTTW Travel Rally; Press Releases; Guest Speaker
o Community Engagement – partners, stakeholders, residents
o Navigator newsletter; Industry updates; Local media coverage
Destination Expert Training Course: Increase partner
enrollment; course completion
Assist Tourism Master Plan team with outreach
o Workforce Development:
Distribute hospitality brochures to high school/college career
centers
Statewide hospitality workforce initiatives (NCTIA, NCRLA)
Engage with high school and college hospitality programs;
Participate in high school & college job fairs and the NHCS
Early College High School joint career event
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Multicultural: Continue to update and expand multicultural content based
on local heritage and experiences, Host multicultural journalists
Expand Outdoor NC content
Sales & Services
FY24-25 Convention & Group Sales Strategies:
Objective 1: Enhance client relationship building, allocating more time for
relationship building
Objective 2: Optimize bookings by making better use of all available venues.
Objective 3: Increase average length of stay and attendee engagement with
industry partners.
Objective 4: Update sales priority initiatives based on input from industry
partners
FY24-25 Sports Sales Strategies
Objective 1: Continue attendance building successes with existing sporting
events
Objective 2: Plan and implement internship program
Objective 3: Identify target audience for new nCino Sports Complex
Objective 4: Identify & book a TEAM USA event
Objective 5: Plan and host multiple Sports mini-fam tours
Objective 6: Compile and distribute a year-round countywide sports event
calendar
Marketing:
FY23-24 Marketing: A Look Back
1. Fielded 2024 Brand Perception Research Study to track improvement on
benchmarks and inform future strategies
2. Refreshed ad creatives with motion/animation and audio sound effects
3. Completed inbound marketing campaigns with Avelo, Sun Country,
American & United Airlines
4. Developed new sports video direct mailer
5. Website delivered:
• +31% more active users
• +33% more sessions for 4.3M sessions
• 650K partner referrals, +11%
• 49,741 visitor guide digital views.
6. Website coop-ads for industry partners generated 5.6M impressions and
81,627 clicks to partner websites, +8%
7. Developed 34 eBlasts to 129,514 Wilmington and Beaches subscribers,
+2.7% subscribers
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8. Published 64 blogs generating 349,049 page views
9. Social media following reached 559,866, +5.9%
10. Began production of 4 new destination marketing videos
FY24-25 CORE MARKETING TACTICS
Artificial Intelligence
• Marketing will evaluate partnerships to utilize AI tools and an AI trip planning
assistant to more efficiently help visitors plan trips to the area.
2024 Holiday Campaign
• Working with the City of Wilmington, Downtown Business Alliance,
Wilmington Downtown, Inc., Wilmington Chamber of Commerce and
downtown industry partners to launch a holiday promotion using city ARPA
funds.
NHC America 250
• In 2026, North Carolina (and U.S.) will commemorate the 250th anniversary
of signing of the Declaration of Independence. The inaugural North Carolina
First in Freedom Festival, taking place in Southeastern NC Feb. 21-28, 2026,
will celebrate 250+ years viewed through historical NC events and the arts.
• Marketing will promote NHC America 250 events on the website, social
media platforms and in CVB-owned emails.
Mythic representatives presented the Future Partners Brand Perception Research Results
2024:
The key takeaways from the brand research study conducted in partnership with Future
Partners (formerly Destination Analysts) on behalf of Wilmington and Beaches CVB.
This survey is meant to be repeated regularly to track improvement against key
benchmarks and inform future strategies (targeting, media mix, geographic priorities,
etc.)
Key objectives include:
Measuring the performance of the destination and its brand amongst
leisure travelers across 12 key markets and
Helping us further understand high-potential visitors and their
perceptions of, and interest in, the area as a destination
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Takeaway #1: Awareness of Wilmington & Beaches has increased from the previous
year, even as we compete with beaches that outspend us on marketing.
Takeaway #2: Despite this increase in awareness, we still have work to do in building
more awareness and familiarity.
Takeaway #3: Destination familiarity, appeal and excitement continue to be key areas of
focus after seeing some decline this year.
Takeaway #4: The likelihood of visiting Wilmington & Beaches in the next 5 years has
significantly increased each year since 2021 with a faster rate of growth than competitor
beaches
Takeaway #5: Our advertisements continue to effectively convey key advertising and
brand attributes.
Takeaway #6: Importantly, the ads also increase travelers’ likelihood to visit the
destination. And among those who recently visited, almost all of them (92%) claim that
the ads had an impact on their decision to visit.
Takeaway #7: Our messaging continues to be aligned with notable strengths in the
quality of beaches, restaurants and beach amenities.
Takeaway #8: As we saw last year, strengths increased significantly among those aware
of Wilmington and Beaches
Takeaway #9: We are continuing to get smarter about high-potential conversion markets
Campaign Overview: Performance Insights
While we are still in the early phases of the new strategy, we are seeing positive
indications that we are:
• Increasing visitation from further away
The average miles travel for all overnight visitors increased 2% from 263 to 270.
• Lengthening season for visitation
The average miles travel for all overnight visitors increased 2% from 263 to 270.
Lengthening season for visitation:
67.1% of trips came in the off season (JAN-MAY, SEP-DEC), up
from 66.7% in 2022.
Increasing share of overnights
Share of overnights (62.5%) up from 61.1% in 2022.
Increasing overnight OOS visitation
Out of state overnight visitation up in 2023 (41.0%) compared to 2022
(40.5%).
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Adara Overview:
• New research partner as of January 2023
• Connects Wilmington & Beaches digital media campaigns and website
activity to visitors, flight bookings, room nights and hotel revenue from
850M+ monthly active travelers
• Allows a data-driven view of the trip planning window, top origin markets
& types of travelers (individual, families, etc.)
• Allows Wilmington & Beaches to optimize paid media spending to the
most valuable visitors
• Provides a view of total economic activity driven by tourism (amount of
total credit card spend while in-market, average spend per traveler, etc.
Unified Paid Media FY23-24 Results:
Summary:
We are still in the relatively early stages of the new strategy and creative and are seeing
positive trends across the board - over-benchmark CTR, high engagement numbers and
positive ROAS in terms of driving website traffic and interest.
For FY 24-25 we’ve optimized our media plans to take advantage of key learnings.
• For FY 24-25 we’ve optimized our media plans to take advantage of key
learnings such as:
Decreased overall vendor partners to streamline investments
• Decreased overall vendor partners to streamline investment
• Replaced vendors that were under-performing
• Decreased the number of Out-of-State markets to provide
additional weight to most viable, responsive markets
• Leaning into strategies that are delivering high impression
levels for awareness and indicating the ability to also drive
familiarity and consideration, such as sponsored content,
video and additional partner paid social opportunities
• Increased spend with partners that are performing well both
in front end metrics and Adara, such as Garden & Gun and
YouTube
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Channel
Strategy Result Highlights
Cost-effective tactic to keep Overall campaign engagement rate
Paid Social* Wilmington & Beaches top of mind, was 5.91%, outperforming the
and drive engagement benchmark of 5%
Drive engagement and frequency with Hyper-local niche content performed
Social Amplification* an already-familiar audience highest, driving over 600k
engagements
Drive awareness through compelling Skippable YouTube had a completion
Video
visuals and storytelling rate of over 60%
Cost-effective tactic, allowing us to Delivered over 180k site clicks, with
flight longer and extend seasonality the new creative continuing to
Programmatic Digital overperform, delivering a .28% CTR
on Sojern compared to .08%
benchmark
Lower cost tactic to reach a large Drove 53,721 visitors to the website,
number of potential visitors with while exposing another 594,721
eBlasts*
interests aligning with Wilmington & potential visitors through email opens
Beaches
Continue balancing high-impression Produced engaging content to drive
awareness with opportunities to drive both awareness and consideration,
Sponsored Content
consideration and intent through evidenced by CTR as high as 14%
channels like sponsored content through over 28,000 inquiries.
Low-cost tactic to reach potential Delivered over 3 million
Paid Search*
visitors who are actively searching impressions, and 415k clicks and a
for our destinations CPC of $0.78
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Wilmington and Beaches Barcelona Method:
The Barcelona Method measures PR efforts based on predetermined goals to highlight
the quality of coverage over quantity and gauge the true impact of coverage. This method
aligns with VISTNC and our agencies
Coverage is “graded” on the following metrics:
o Placement type
o Target market/geography
o Key messages
o CVB assets / CTA links
o Tone
Each agreed upon element contributes to a score that helps “grade” a given media
placement.
Developed 10 new blogs:
• Adult and Child-Free Vacations
• Local Favorites
• Where to Stay Waterfront
• Exploring the River and Historic Districts
• What’s New in 2024
• Set-Jetting
• Chef Sunny Gerhart Profile
• How to Experience the NC Azalea Festival
• Find your Perfect Trail
• How to Cool Off This Summer
\[The FY24-25 Program of Work Presentation can be found in the NHC TDA Exhibit
Book XIIII\]
ITEM #6 -PRESIDENT’S COMMENTS – Kim Hufham
FY24/25 Presentation of the CVB’s Program of Work will be held on September 18,
2024, at the Wilmington Convention Center.
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Tourism Master Plan:
• Master plans will guide visitor management while identifying opportunities for
smart tourism growth and product development investments that enhance resident
quality of life.
• Working on stakeholder input sessions and a Resident Sentiment Survey to guide
plans' direction.
• Plan implementation will begin in 2025.
CB Centennial Celebration:
• To support the 2025 Carolina Beach Centennial Celebration, CB MAC/marketing
will develop a special campaign promoting the events and activities visitors can
enjoy when they attend
ITEM #7– CHAIRMAN’S COMMENTS – Tom Ullring
ITEM #8- OLD BUSINESS/NEW BUSINESS-
ADJOURNMENT
There being no further business to come before the NHC TDA Board of Directors,
Motion to adjourn at 6:30 pm made by Nicole Jones and was seconded by Ross Pitman
and carried unanimously.
Next meeting – October 30, 2024
______________________________ __________________________
Kim Hufham, President/CEO Lynn Barbee, Secretary
Minutes located in TDA Board Minutes Book XIIII
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