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Home My WebLink AboutTDA Board Meeting May 28 2025 NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY BOARD OF DIRECTORS May 28, 2025 PRESENT: LeAnn Pierce – NHC County of Commissioner Kim Hufham – President/CEO – NHC TDA Nicole Jones – Wilmington Hotel (150-) Lynn Barbee- Mayor – Town of Carolina Beach Eric Credle- NHC CFO Allen Oliver- Mayor, Town of Kure Beach Natalie English- Wilmington Chamber of Commerce Hap Fatzinger- NHC Attractions Zach Brigman– Wilmington Hotel (150+) Bill Saffo- Mayor, City of Wilmington Nicolas Montoya- Manager of Wrightsville Beach Hotel Dan Tollens-KB Hotel/Motel EXCUSED: Angela Rhodes, NHC Restaurants Zeke Partin – Town of Wrightsville Beach Tom Ullring- Carolina Beach Hotel STAFF/GUESTS: Kim Little, Administrative Services Manager/Recording Secretary Megan Buchbinder, Executive VP Marketing Molly Johnson, VP of Sales & Services Connie Nelson, PR/Communications Director Linda Brothers, Senior Financial Analyst, New Hanover County Vice-Chairman Lynn Barbee called the meeting of the New Hanover County Tourism Development Authority Board of Directors to order at 5:00 p.m. at the CVB Offices. ITEM #1 EXCUSED MEMBERS: Zeke Partin, Angela Rhodes, Tom Ullring  Pledge of Allegiance 1 ITEM #2 – APPROVAL OF BOARD MINUTES – March 26, 2025 \[Motion made by Hap Fatzinger, seconded by Lynn Barbee, and unanimously approved to accept March 26, 2025, NHC TDA Board minutes as presented.\] ITEM #3 – FINANCIALS/ROT REPORT- ERIC CREDLE \[Complete financial reports can be found in Exhibit Book XIIII.\] NHC TDA Policies: The following policies were presented for approval per the ARPA & Audit guidelines. ARPA Compliance – Grant Funds from City of Wilmington • Financial Management & Internal Controls Policy • TDA Purchasing Policy (includes Conflict of Interest) • Nondiscrimination Policy (Civil Rights) • Records Retention • Eligible Use Policy • Allowable Cost Principles GASB 101 • Compensated Absences Policy Additional Policies • TDA Credit Card Policy • TDA Travel Policy \[Motion made by Natalie English, seconded by Nicolas Montoya. A summary of the policies is attached and unanimously approved to accept the NHC TDA Board Policies as presented.\] ITEM #4-FY 2025/2026 BUDGET PRESENTATION- KIM HUFHAM St • Overall 1 3 % budget – Revenue projections are down 0.35% - Expenses are flat compared to FY 24/25. • Salaries & Benefits – up 5.73% • 2.5% cost of living increase • 1.5% merit pool 2 • Adding Community Engagement Manager position (per Master Plan) • The Tourism Master plan revealed a need for intentional and additional community engagement. CVB/s are becoming increasingly engaged with their communities, creating a need for dedicated staff members whose responsibilities are to form those partnerships with the destination. Duties will include: o Workforce Development o Advocacy o Community-wide initiatives o Manage the Destination Expert training course o Coordinate National Travel & Tourism Week o Organize annual CVB orientation Fair • Fund Balance Requests – TOTAL Request - $415,000 • Out of State Marketing – $275,000 –(Total of $ 1 million w/beaches contribution) • Airport Marketing - $125,000 • CB Visitor Center: $15,000 • Solution for more permanent structure/location • Cost to be shared with town of Carolina Beach • Host Cycle NC Fall Ride – final event - $25,000 Administrative:  Overall Administration 0% Visitor Services:  Overall decrease Visitor Services down 18% Marketing/ Promotions:  Overall Marketing/Promotions up 1.61% Salaries & Wages:  Overall Increase 5.73% DISTRICT U:  Overall increase District U up 7% CONVENTION MARKETING:  Overall Increase Convention Marketing up 3% 3 Upon presentation of the proposed FY 2025/2026 Budget in the amount of $12,627,896.00 it was the consensus of the NHC TDA to recommend adoption at June 11, 2025, Budget Hearing. \[Copy of FY2025/2026 Budget can be found in Exhibit Book XIIII.\] ITEM #5- PRESIDENT’S COMMENTS- KIM HUFHAM MARKETING: Website Visitation FY25-26 • 2.7+ Million Users to the site • 37+ Million Events • Top Visited Pages: o One Tree Hill Location Tour o Dawson's Creek Location Tour o Family Activities in Wilmington 2025 web Stats: • 66.9 Million Impressions (Up 67.2%) • 271K+ Engagements (Up 59.4%) • 7,957 Link Clicks (Up 38%) • Added 13,550 Followers (Up 66.1%) • 7.8 Million Video Views (Up 36.8%) Upcoming: • Focus on itinerary and guides Current Advertising Placements: • Digital Stats since March 1, 2025 • 92.4 million impressions (up 22% from last yr) • 200K+ clicks (up 12% from last yr) Marketing has contracted with two market research companies. Placer AI will provide Visitor Intelligence and Key Data will provide short-term rental data. Team Updates: • Alanna Hawley was promoted to Director of Content Marketing and attending Southeast Tourism Society Marketing College • Hiring for Content Marketing Manager 4 FY26 Planning • Finalized FY26 strategy • Year-round marketing approach with themes tied to the TMP • Bringing all social content in-house • Brand study with new research partner, Savanta SALES & SERVICES: Activities • Sent out 30 leads • Booked 19 groups / 9543 r/n • Conducted 5 site visits • VisitNC Call Center Presentation w/Industry Partners Attended • PCMA Southeast in Atlanta • Global Meetings Industry Day in Charlotte • Wilmington Area Hospitality Association Luncheon • MPI Potomac Chapter in DC • Sports ETA Symposium • InterCity Chamber of Commerce trip in Chattanooga, TN Hosted the following groups: • NC Athletic Directors Association • NC Training, Instruction, Development & Education Assn • NC Assn of Floodplain Managers • NC Airports Association • American Public Works Assn, NC Chapter • NC Nurses Association • NC Assn of Metropolitan Planning Organizations • NC Military Business Center • Church of God in Christ Women’s Convention • Mahogany Tennis Classic • Atlantic Sixes • Radar Sports Management • NC Sheriffs Association • USS Donner Reunion 5 • NC Assn of Public Safety Communications Officials • State Farm Leadership Meeting • NC USA Wrestling • Life Jacket Association • National Plant Board • NC Medical Groups Managers Assn • Wilmington Hammerheads Youth Seaside Classic • NC Local Government Information Systems Upcoming • MPI Carolinas in Charlotte • PCMA EduCon in Louisville, KY • Association of Meeting Professionals in DC • AENC Annual Meeting in Raleigh • MPI World Education Conference in St Louis, MO • PCMA Southeast in Raleigh • NC Sports Association Public Relations: • PR Team has been hosting travel writers and updating the Crisis Plan • 2025 Travel Rally Breakfast on May 7, 2025 o Overview of the Tourism Master Plan o Awarded Tourism Awards including: o Tourism Star Awards • Janine Powell, Airlie Gardens • Sara Flowers Roberts, Wilmington Water Tours o Jane Peterson Tourism Legacy Awards • Kim & John Hirchak, GhostWalk of Wilmington and Black Cat Shoppe • Bobby & Maxine Nivens, Britts Donut Shop In June, PR team will participate in several media events: • Southeast Tourism Society Travel Media Meetup in Washington DC • PRSA Travel & Tourism Conference in Tampa • Society of American Travel Writers virtual media marketplace 6 USA Today 10 Best Readers’ Choice Award: • Carolina Beach Boardwalk is ranked #3 Best Boardwalk in the nation & the Wilmington Riverwalk is ranked #3 Best Riverwalk in the U.S • Each of our 3 island beaches are ranked among USA Today’s 10Best Beaches in North Carolina: Carolina Beach #2, Wrightsville Beach #6, Kure Beach #7. Noteworthy Coverage: • Our State magazine’s June Coastal issue is dedicated to Carolina Beach’s Centennial, with several articles and images featuring Carolina Beach. • Last spring, the CVB PR team pitched Carolina Beach Centennial to Our State editor who sent 2 Our State staff writers last summer. The CVB hosted the writers and arranged interviews with the businesses that were featured in this issue. ADMINSTRATIVE Tourism Master Plan WCC/CVB City Council Presentation UNCW Class Presentation Avelo – Wilmington Base ceremony Azalea Festival Interview - WECT NC Travel & Tourism Coalition Exec. Committee & Board meeting Azalea Festival Garden Party VISITNC Tourism Conference WAHA Luncheon – presenter GWBJ Interview – School Calendar Agency Strategic Planning Meetings NHC Board of Commissioners – NTW Proclamation Holidays on Water meeting NHCTDA Executive Committee Meeting Budget preparation & meetings Travel Rally Breakfast planning Jet Blue Ribbon Cutting NC Airport Assn – Welcome Visitor Kiosk meeting NTW Travel Rally Breakfast 7 MAPS Personnel Kick-off meeting City Manager’s Retirement event Cape Fear Workforce Launch Meeting TDA Budget Review Meeting – Eric/Linda Clarity of Place - TMP • MAPS Personnel/Pay study has begun and will be completed in Fall • Upcoming Events: Destinations International Annual Convention – July 2025 Begin Tourism Master Plan “roadshows” to local constituents Annual Program of Work to be presented in August to TDA Board & September to industry partners ITEM #6– CHAIRMAN’S COMMENTS – Lynn Barbee ITEM #7- OLD BUSINESS/NEW BUSINESS ADJOURNMENT There being no further business to come before the NHC TDA Board of Directors, Motion to adjourn at 6:20 pm. Next meeting – Public Hearing & Budget Adoption – June 11, 2025, at the New Hanover County Government Center room 136 ______________________________ __________________________ Kim Hufham, President/CEO Zach Brigman, Secretary Minutes located in TDA Board Minutes Book XIIII 8