HomeMy WebLinkAboutTDA Board Meeting March 26 2025
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY
BOARD OF DIRECTORS
March 26, 2025
PRESENT: Nicole Jones, Wilmington Hotel (150-)
Allen Oliver, Mayor – Town of Kure Beach
Kim Hufham, President/CEO – NHC TDA
Eric Credle, NHC Chief Financial Officer
LeAnn Pierce, Commissioner – New Hanover County
Lynn Barbee, Mayor – Carolina Beach
Angela Rhodes-NHC restaurants
Zeke Partin- Wrightsville Beach Board of Alderman
Tom Ullring, Carolina Beach Hotel
Ross Pitman, NHC Bed & Breakfast
Bill Saffo, Mayor- City of Wilmington
Nicolas Montoya- Wrightsville Beach Hotel
EXCUSED: Zach Brigman, Wilmington Hotel Manager (150+)
Natalie English, Wilmington Chamber of Commerce
Hap Fatzinger – NHC Attractions
Dan Tollens- Kure Beach Hotel
STAFF: Kim Little, Administrative Services Manager/Recording
Secretary
Connie Nelson, Communications/PR Director
Lee Davis, Director of Web Services
Megan Buchbinder, VP Marketing & Strategy
Molly Johnson, VP Sales & Services
Linda Brothers, Senior Financial Analyst, NHC
GUESTS: Sue Bulluck, Chair of the Wrightsville Beach Chamber of
Commerce
Jim DeGilio, Executive Director of the Pleasure Island
Chamber of Commerce
ITEM #1 – EXCUSED – Zach Brigman, Natalie English, Hap Fatzinger, Dan Tollens
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Pledge of Allegiance
Eastwood & Military Cut-off Project- Sue Bulluck-
ITEM #2 Sue Bulluck presented information to the NHC TDA Board concerning the
DOT Project #U5170. Questions of the hardships it will place on the
businesses & communities surrounding the intersection of Eastwood Road
and Military Cutoff as well as to the Town of Wrightsville Beach. The
Town of Wrightsville Beach bridge replacement projects are set to begin
in 2028. Three bridges are set up to be replaced, including the main one on
Causeway Drive.
ITEM #3 – APPROVAL OF BOARD MINUTES FOR JANUARY 29, 2025 – Tom
Ullring
\[Motion made by Zeke Partin, seconded by Lynn Barbee, and
unanimously accepted to approve January 29, 2025, TDA Board minutes as read.\]
ITEM #4- FINANCIALS/ROT REPORT – ERIC CREDLE
Eric presented the financial reports to the NHC TDA Board. He reports that the
st
Room Occupancy Tax Revenue through February 2025 was down -7.1%. The 1 3%
expenditure is above the previous year’s actual figure at 17.1%. The 2nd 3% was down
the previous year’s actual figure by 36.8%.
\[A complete financial report of the revenue/expenses for budget details in
Exhibit Book XIIII.\]
Eric states that the NHC TDA Board needs to approve the contract for Cherry-Beckert to
conduct the audit.
\[Motion made by Zeke Partin, seconded by Nicolas Montoya, and
unanimously accepted to approve the Cherry-Beckert.\]
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ITEM #5 Funding Request for Wrightsville Beach- Kim Hufham
WRIGHTSVILLE BEACH:
• The Wrightsville Beach Board of Alderman respectfully request
TDA funding in the amount $40,000 to purchase seven new
lifeguard stands in the FY 2025. The Town of Wrightsville Beach
operates fourteen lifeguard stations along the beach strand. Half of
these lifeguards were replaced in FY 2024, and the Town intends
to replace the other half in the current year. The lifeguards’ stations
are an important fixture to house the lifeguards on duty as they
provide rescue and safety services for the Town’s guests.
• The Wrightsville Beach Board of Alderman respectfully TDA
funding of $85,000 to purchase and install digital message boards
in FY 2025. The digital message boards will replace manual signs
that limit message content and the immediate dissemination of
information. The boards will be visible on the main roadways,
Highways 74 and 76 and will provide important events, traffic,
beach conditions, and other helpful information that would benefit
tourists and visitors as well as residents.
• The Town of Wrightsville Beach employs a sanitation department
that is tasked with keeping the Town free of litter. Part of this task
is patrolling the beach strand for cleanup and to monitor the waste
receptacles. The current truck that the Town is using is having
difficulty driving through the sand. A new truck is needed to
improve the Town’s productivity and effectiveness in keeping the
Town clean for guests. The amount of $45,000.
• The Town of Wrightsville Beach is requesting NHC ROT funds to
be used for building maintenance and retrofitting the Wrightsville
Beach Chamber of Commerce Visitors Center for $30,920. The
building’s ADA ramp and windows need to be repaired and
painted.
Total funds are available in the amount of $200,920.00
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\[Motion made by Nicolas Montoya, seconded by Angela Rhodes and
unanimously accepted to approve the funding request for Wrightsville
Beach in the amount of $200,920.00.\]
CAROLINA BEACH:
The Town of Carolina Beach respectfully requests funds for events
held by P & R to promote travel and tourism to Carolina Beach.
Examples include weekly fireworks display, band performances,
Sunday night movies, family nights, and Christmas by the Sea for the
period of March 1, 2024- October 31, 2024, for the total $154,973.45.
2023 Donation to Pleasure Island Chamber of Commerce for $25,000.
Events were held by Pleasure Island Chamber of Commerce to
promote travel and tourism to Carolina Beach. Examples include
Beach Music Festival, Kite Festival, and other ROT eligible activities.
Ocean Rescue/Lifeguard Expenses for the period of March 1, 2024-
October 31, 2024, for $643,622.08. Salaries, expenses, and benefits
related to ocean rescue/lifeguard staff. Carolina Beach is a top beach
destination for travelers and draws tens of thousands of visitors each
year.
Boardwalk Expenses for the period of March 1, 2024 – October 31,
2024, for $111,579.81. Salaries, expenses, and benefits related to
maintenance/operational expenses for the CB Boardwalk, a major
tourist attraction/destination in southeast NC for tens of thousands of
visitors each year.
Hamlet Avenue Public Restroom Building debt payment of $71,409.75
for the public restroom facility at Hamlet Avenue public access; used
by visitors/tourist while at Carolina Beach; also serves as Ocean
Rescue office and storage facilities.
Total funds are available in the amount of $1,006,585.09.
\[Motion made by Allen Oliver, seconded by LeAnn Pierce and
unanimously accepted to approve the funding request for Carolina
Beach in the amount of $1,006,585.09.\]
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ITEM 6: Tourism Master Plan Update- Kim Hufham-
Kim Hufham presented the final Tourism Master Plan for the destination and beach
towns.
1. Destination Assessment
2. Interviews & Input Sessions
3. Community Alignment
4. Stakeholder Survey
5. Resident Sentiment Survey
The final plan looks at the trends, strategy details, examples, and timeline.
Recommendation Framework:
Enhancing Competitiveness and Seasonal Stability
Strategies aimed at strengthening the area’s year-round appeal and
market positioning.
Leveraging Existing Development Initiatives
Enhancing Competitiveness and Seasonal Stability
Repositioning Market Segments
Recognizing the Area’s Tourism Dependency
Approaches that acknowledge and support tourism as a vital economic driver
Improving Views on Tourism
Expanding Tourism Advocacy Efforts
Partnering with Educational Institutions
Preparing the CVB for the Future
Ensuring the CVB is equipped for evolving roles and
responsibilities
Collaborating to create a shared vision
Securing funding and leadership growth
Maximizing Additional Opportunities for Tourism Success
New avenues for growth and sustainability within the tourism industry
Emphasizing and elevating unique assets
Connecting compatible assets
Strengthening community relations
IMPLEMENTATION: Short-term- years 1-2
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• Emphasizing Seasonal Stability
• Leveraging Existing Development Initiatives
• Preparing for Future Product Development – Convention Center Expansion;
Indoor Sports Facilities
• Repositioning Market Segments
• Improving Views on Tourism
• Expanding Tourism Advocacy Efforts
• Emphasizing and elevating unique assets – Downtowns; Beach Communities;
Historical Significance; Film
• Connecting compatible assets
Medium-term- years 3-5
• Preparing for Future Product Development – NC Submarine Museum
• Partnering with Educational Institutions
• Collaborating to create a shared vision
• Emphasizing and elevating unique assets – Downtowns; Corporations &
Institutions; Cultural Diversity
• Strengthening community relations
Long-term- years 5-10
• Advancing Future Product Development – Convention Center Expansion;
Indoor Sports Facilities; NC Submarine Museum
Carolina Beach- Tourism Master Plan:
Beach Access, Safety and Renourishment
o Grow funding and educational campaigns for beach
renourishment
o Preserve open space with public partnerships through the state
and county
Transportation & Access
o Prioritize trail development for resident and visitor access into
Wilmington and Kure Beach
Parking
o Explore options to maximize surface lots with a paid parking
structure
Business Vitality
o Explore the creation of a central business district to
supplement the town services and assist with cleanliness,
public safety, aesthetics, etc.
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o Develop a collaborative approach to communication,
operating hours and coordination with Kure Beach aimed for
both residents and visitors.
Community Appeal
o Continuing the development of public art and invest in a
facade improvement system to ensure the charm of the town
remains intact
o Invest in the care, maintenance and vitality of the boardwalk
Advocacy
o Continue a unified marketing approach for the area while
communicating value to residents and business owners
o Prioritize marketing and PR support for development
initiatives, such as boardwalk improvements, environmental
stewardship of parklands and support development efforts of
assets in Kure Beach.
Kure Beach: Tourism Master Plan
Beach Access, Safety and Renourishment
o Grow funding and educational campaigns for beach
renourishment
o Preserve open space with public partnerships through the state
and county and with Military Ocean Terminal Sunny Point
Transportation & Access
o Prioritize trail development for access from Fort Fisher to
Carolina Beach through Kure Beach
Business Vitality
o Convene conversations between businesses and event planners
to address seasonal need periods
o Develop a collaborative approach to communication,
operating hours and coordination with Carolina Beach aimed
for both residents and visitors.
Community Appeal
o Convene regular conversations regarding expansion and
development projects between key attractions and community
and tourism leaders while creating a communication plan to
residents throughout the process.
Advocacy
o Continue a unified marketing approach for the area while
communicating value to residents and business owners
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o Prioritize marketing and PR support for development
initiatives across Fort Fisher and the upcoming construction
around the NC Aquarium
Wrightsville Beach: Tourism Master Plan
Beach Access, Safety and Renourishment
o Utilize research to understand visitation origin and updated
traffic data
o Grow funding and educational campaigns for beach
renourishment
Transportation & Access
o Prioritize trail development
o Pilot shuttle program to and from Mayfaire-area
hotels/hospitality employee parking options
Parking
o Adjust non-resident fees and reinvest in alternative
transportation options
o Utilize technology systems to aid users in finding a parking
space
Business Vitality
o Collaborative communication approach to aid in clear and
consistent messaging to visitors and residents
o Develop collaborative communication plan for disaster
readiness among all business operators
Advocacy
o Continue a unified marketing approach for the area while
communicating value to residents and business owners
o Prioritize marketing and PR support for development
initiatives, such as bridge repairs, to both visitors and residents
ITEM #7- PRESIDENT’S COMMENTS – KIM HUFHAM
Sales & Services:
• Activities:
• Sent out 12 leads
• Booked 4 groups / 3876 r/n
• Promoted Sales Admin to Sales Manager
• Re-assigned Sales Markets and focus
• Hosted Hospitality Industry Partners networking event with
Sports partners
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• Attended:
• Rendezvous South – appointment-based tradeshow by
Convention South in Panama City, Fl. Met with meeting
planners representing Association, Corporate and SMERF
markets.
• NC Sports Association Meeting in Raleigh
• PCMA Greater Midwest Chapter in Chicago, met with
Association planners
• AENC Spring Conference in Raleigh, met with Association
planners
• Upcoming April:
• Global Meetings Industry Day in Charlotte – joint meeting
with AENC, MPI-CC, PCMA SE & SITE SE
• Sports ETA Symposium in Tulsa, OK
• Trip to the NC Call Center in Raleigh
• Hosted the following Groups:
• Comic con (6300ppl)
• National Society of Pershing Rifles
• NCAIR
• ITS Carolinas
• US Hydrographic Society
• OCB Gains & Glory
• Carolinas Recycling
• Carolinas Crime Analysis
• Hillsdale College
Marketing:
• March MAC Meetings Completed
• Wrightsville Beach (March 11)
• Carolina & Kure Beach (March 25)
• Video & Photo Production:
Hero Video Series: Three releasing on social over the next couple months
with four more in production/planned.
Example: Film in Wilmington
Destination videos completed in December and are live on YouTube
• Website:
FY25 Visitation Stats:
Over 2 Million users to the site (Up 3.7%)
27.8 Million events (Up 6.3%)
Top Visited Pages:
• Things to Do
• Events
• Holidays on Water
Top Sources:
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• Google
• Display Ads
• Mobile Facebook
Social Media & Content Creators:
• 2025 Growth Stats:
• 22.6 Million Impressions (Up 39%)
• 125K+ Engagements (Up 69%)
• 1,845 Link Clicks (Up 38%)
• Added 3,176 Followers (Up 28%)
• 2.5 Million Video Views (Up 113%)
Upcoming: Video series featuring unique flavors, attractions and excursions,
Spring influencer campaign has begun:
Two in March
Eight in April
• Exciting Advertising Placements:
• Streetcar wrap in Charlotte is in production with run dates
starting in April
• All spring placements across all channels going live in March
• Meetings & Sports
• Refreshed Meeting Planning Guide currently in review; digital
copy to be updated on the website
• Airport:
• Breeze Airways promotion launching in May
• Inaugural JetBlue flight participation (April 30)
Public Relations:
• Represented travel/hospitality industry at career fairs for New Hanover
County Public School and Cape Fear Community College students.
• Hosted 2 media FAM tours and 7 individual press trips with more press trips
in the works for April and May.
• Represented CVB in Washington, D.C. during the Garden & Gun Dinner with
Friends featuring Wilmington Chef James Doss of Rx Chicken & Oysters.
• Recent media recognition:
• Southern Living Magazine “South’s Best” readers’ choice awards include
Wrightsville Beach as (#28) one of the Best Beach Towns in the South and
Wilmington (#13) is among the 20 Best Cities in the South.
HomeToGo.com ranks Kure Beach (tied for #2) among its “Ultimate
Beach Destinations in the U.S.”
• IronMan 70.3 North Carolina took 3 Athlete’s Choice honors in the
categories of Best Run (#5 Global & #3 N. America) and Best Swim (#3
N. America)
• Olivero restaurant made USA Today’s 2025 list of Top Restaurants in the
U.S.
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• VOTE daily through noon April 7 for CB’s Boardwalk and Wilmington’s
Riverwalk, which are nominees in current USA Today 10 Best readers’ choice
contests.
IT/Website:
• Project Management Software: Researching and testing potential solutions to
improve workflow efficiency.
• Conference Room Recording Setup: Updating equipment and configurations
to enhance meeting recordings.
• AI Integration for Meetings: Testing AI tools for automated meeting notes and
summary generation.
• Personnel Access Updates: Adjusting user rights to accommodate new
employees and position transitions within the CVB.
Administration
Tourism Master Plan
CB/KB/WB MAC meetings
Wilmington 101 Panelist
NCADD Advisory Committee meeting
Leadership Wilmington presenter
CVB Meeting Planners fam-Welcome
Civil War Trails Marker meeting
WAHA Luncheon- presenter
Riverwalk Committee Meeting
Agency meetings
Carolina Beach Centennial Celebration
WAHA Marketing Meeting
NHC TDA Executive Committee Meeting
Sister City Commission Meeting
NC Travel Industry Association Board meeting
Riverfront Booth upgrades are now complete. Kiosk will be installed in the
coming weeks.
School Start Legislation- Bill has been filed in Senate to move the start date
back 1 week to the Monday of the week of August 19 and dismiss the Friday
before Memorial Day.
Upcoming Events:
• Visit NC Tourism Conference – April 6-8, 2025
• CVB/WCC Annual Update – Wilmington City Council – April
1, 2025
• National Tourism Week Travel Rally Breakfast – May 7, 2025
\[Copy of the full presentations can be found in the Exhibit Book XIII\]
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ITEM #8– CHAIRMAN’S COMMENTS- TOM ULLRING
ITEM #9- OLD BUSINESS/ NEW BUSINESS -
ITEM #10– ELECTIONS OF 2025 OFFICERS
Chairman- Tom Ullring
Vice- Chairman – Lynn Barbee
Secretary- Zach Brigman
Treasurer- Eric Credle
\[Motion made by Zeke Partin, seconded by Allen Oliver and carried
unanimously to approve the slate of officers presented.\]
As there was no further business the meeting was adjourned at 6:45 p.m.
Next NHC TDA Board Meeting on May 28, 2025
______________________________ __________________________
Kim Hufham, President/CEO Lynn Barbee, Secretary
Minutes located in TDA Board Minutes Book XIIII
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