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Home My WebLink AboutTDA Board Meeting August 27 2025 NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY BOARD OF DIRECTORS August 27, 2025 PRESENT: LeAnn Pierce – NHC County 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 Angela Rhodes, NHC Restaurants Zeke Partin – Town of Wrightsville Beach Tom Ullring- Carolina Beach Hotel EXCUSED: None STAFF: Kim Little, Administrative Services Manager/Recording Secretary Lee Davis, Director of Web Services Megan Buchbinder, Executive VP Marketing Connie Nelson, PR/Communications Director Linda Brothers, Senior Financial Analyst, New Hanover County Molly Johnson, VP of Sales & Services GUESTS: Lauren Samples, Immigration Alliance Forum Dr. Katie Randall, Immigration Alliance Forum Justin Samples, Immigration Alliance Forum Dustin Rowe, What’s Good Megan Rowe, What’s Good 1 Vice-Chairman Lynn Barbee called the meeting of the New Hanover County Tourism Development Authority Board of Directors to order at the CVB offices at 5 o’clock. Chairman Tom Ullring continued the meeting upon his arrival. ITEM #1 EXCUSED MEMBERS: All were present.  Pledge of Allegiance  Public Comments Lauren Samples read a statement about her concerns with Avelo Airlines contract with the Department Homeland & Security. \[Lauren Sample’s statement is attached and can be found in the Exhibit Book XIII\] ITEM #2 – APPROVAL OF BOARD MINUTES – May 28, 2025 & June 11, 2025 \[Motion made by Allen Oliver seconded by Nicole Jones and unanimously approved to accept May 28, 2025, TDA Board minutes as presented.\] \[Motion made by LeAnn Pierce, seconded by Zach Brigman and unanimously approved to accept June 11, 2025, TDA Board minutes as presented.\] ITEM #3 – FINANCIALS/ROT REPORT –Eric Credle Eric Credle presented the financial statements from the end of FY24/25. The revenues and expenses from the FY2025 actual v/s budget were st over by 0.7%. The 1 3% expenditure, excluding ARPA Grant Funds, was higher nd compared to Actual by 1.1%. The 2 3% expenditure FY2025 was up by 06%. The ROT was down by 1.1% compared to the prior year actual. Budget Amendment  BA#2026- 01 To appropriate the remainder of grant funds to be received from the City of Wilmington for ARPA grant funds as designated by the Riverfront Committee and Tourism study and account for the payment against the Fiscal Year in which the expense is paid. Second part: to appropriate the Purchase Order rollover for Audit Services and the Employee Pay Study and account for the payments against the Fiscal Year in which the expense is paid. 2 \[Motion made by Nicole Jones and seconded by Zeke Partin to unanimously accepted to approve Budget Amendment BA#2026-01 for $307,022 as presented.\]  BA#2026-02 To budget revenues and appropriate expenditures associated with the County contributions toward expanded inbound air service to Wilmington International (ILM) per the MOU between the TDA and New Hanover County. \[Motion made by Nicole Jones and seconded by Natalie English to unanimously accepted to approve Budget Amendment BA#2026-02 for $250,000 as presented.\] ITEM# 4- EXPENDITURE REQUESTS- Kim Hufham CAROLINA BEACH:  The Town of Carolina Beach respectfully requests ROT funds for the purchase of information/kiosk to be used by Town of Carolina Beach at boardwalk to promote tourism in Carolina Beach Total funds are available in the amount of $14,550. \[Motion made by LeAnn Pierce seconded by Zeke Partin and unanimously approved the expenditure request by Carolina Beach for $14,500 as presented.\] ITEM #5- PRESENTATION OF 2025/2026 Program of Work – Kim Hufham & Megan Buchbinder Kim Hufham and Megan Buchbinder will present the Program of Work 2025/2026. A full presentation will be presented to our Industry Partners on September 16, 2025. Kim Hufham gave an update on the Tourism Master Plan. • Held Action Plan kick-off meeting with Mythic’s strategy team, CVB department leaders and board representatives • Began shoulder season stability initiative by developing a fall, holiday and winter strategy • Currently accepting applications for the Community Engagement Manager • Presenting final action plan at the October 2025 TDA Board meeting 3 • Initiatives related to the TMP are noted in the Program of Work with an asterisk. FY 24-25 WBCVB Highlights: Research numbers provided by Placer.ai  4.5 million visitors to the destination  $1.4 billion in visitors spend  $644.2 million spent on accommodations The website had record setting digital impressions at 189million+. That was up 22%. The top in-state markets were Raleigh, Charlotte, Greensboro/Winston-Salem. The top out-state markets were Washington, DC, New York City/Newark, NJ, Atlanta, GA, Richmond, VA, Philadelphia, PA Advocacy Efforts show how tourism enhances quality of life through better amenities, cultural vibrancy, and shared prosperity. We can reduce opposition and reinforce our role as stewards of place. Currently, advocacy efforts include, for example, Occupancy tax policy & guidelines to support existing school calendar law. In the upcoming FY25/26, we are planning to start up the Hotel General manager roundtable meetup and have legislative breakfast. There will be Tourism Master Plan Community presentations and hiring a community engagement manager to execute strategy. Research highlights:  3.3 million overnight visits  8.8 total nights in market  $1.4 billion in visitor spending. \[For further details can be found in the Program of Work booklet\] Marketing recap: Strategic shifts and Goals and Fall Campaign  Team changes with the hiring Megan Buchbinder, EVP Marketing & Strategy. In addition, Alanna Hawley was promoted to Director of Content Marketing and Keaton Potts, Content Marketing Manager FY25-26 Marketing Team Goals: • GOAL: Expand visitation to the destination in the shoulder season months of September through March* • GOAL: Increase brand awareness in key out-of-state markets including VA, DC, Philadelphia, Atlanta, Baltimore, Ohio, SC • GOAL: Increase overall LOS for visitors’ destination wide 4 • GOAL: Enhance user experience on WilmingtonandBeaches.com that encourages visitors and locals alike to explore deep within the site to help plan for their trip and discover more about the destination • GOAL: To strengthen community ties between the WBCVB and local businesses, partners, key stakeholders, and residents. In addition, work to bring community pride to the forefront where businesses and community members embrace the destination brand and understand the value and necessity of tourism • GOAL: Include new tactics in our advertising campaigns that allow for more robust storytelling opportunities and video-focused placements • GOAL: Develop opportunities to assist visitors when in market to help navigate through the entire destination and make the most of their trip The team is collaborating with Check What’s Good. They are a website based, and they help visitors to find surprising local experiences. Technology: AI, Tools and Policies The technology plan for this fiscal year focuses on deepening our commitment to AI integration, refining workflows, and enhancing digital asset management. 1. Develop and adopt an AI usage policy 2. Evaluate and select preferred AI platforms 3. Organization-wide AI training program 4. Digital Asset Management system 5. Meeting/notetaker/Recorder Deployment 6. Exploring additional tools and automations 7. Digital interactive kiosk rollout Sales: Strategies for conventions, Meetings, and Sports • New/Rebranded properties sparked interest at tradeshows • Trailborn Surf + Sound • Hotel Lela • DoubleTree • Golden Sands Tapestry Collection • Association market accounted for 54% of bookings • Sports market, the second-largest group segment, represented 19% of FY 24-25 bookings. • Increase of direct flights has improved accessibility for groups 5 The Sales team had a major association win by booking the Southern Association of State Highway and Transportation Officials for 2027. This is the largest association booking to date. FY25-26 Sales Team Goals GOAL: Generate leads and produce room nights for New Hanover County hotels and the Wilmington Convention Center. GOAL: Increase presence at industry events List of 39 planned events on page 53 GOAL: Build our reputation as destination/industry experts with area hospitality industry partners and meeting clients Services: Enhancing visitor experiences and supporting meetings & events • Team launched the Show Your Badge program this year and partnered with local restaurants and attractions. • The Water Street visitor booth was upgraded with air conditioning and heat to be opened year-round. • Hired a new Sales, Services and Marketing Coordinator to support the work of the team. • There were 26,964 visitor interactions countywide, and 10,200 visitor guides were delivered to all the hotels in the county. FY 25-26 Services Team Goals • GOAL: Enhance the attendee experience that leads to extended stays and increased visitor spending. • GOAL: Expand the Show Your Badge program countywide to offer discounts to conference attendees outside of the convention district. • GOAL: Organize and execute an annual Visit NC Call Center trip with local industry partners to educate the call center staff on anything new and exciting happening in our destination. • GOAL: Improve destination awareness within the entire Wilmington and Beaches CVB organization. 6 Public Relations: Proactive and reactive earned media strategies Top takeaways from FY24-25  57 media delegates were hosted through press trips and FAM tours.  145 earned media placements resulting in 304 million impressions and an ideal Barcelona Quality Average score of 87. FY25-26 PR Team Goals GOAL: Increase awareness for Wilmington and Beaches GOAL: Communicate to potential visitors that align with our target audiences and key geographical markets for the highest conversion potential via PR efforts with state, regional, national and international media GOAL: Highlight visitor-facing events to drive event attendance GOAL: Support the initiatives identified by the marketing department to enhance the paid and organic strategic plans GOAL: To increase local awareness of the value of tourism and of the WBCVB through PR and communication initiatives that will complement the efforts of the newly appointed Community Engagement Manager on the WBCVB staff FY25-26 Beach- Specific PR Goals GOAL: With an emphasis on promoting soft season travel, our PR strategy will support the marketing strategy in developing content and communication initiatives that will reach niche interest audiences that will encourage travel to the beach communities throughout the entire year \[The FY25-26 Program of Work Presentation can be found in the NHC TDA Exhibit Book XIIII\] ITEM# 6 -PRESIDENT’S COMMENTS/ CVB UPDATES – Kim Hufham Sales & Services: • Sent out 32 Leads, Booked 29 groups with 22,812 room nights • Conducted 6 site visits • Hosted Industry Partner networking event at Good Lie Mini Golf 7 • Attended: • • PCMA Southeast and AENC Annual Meeting in Raleigh • Destination Southeast Tradeshow in West Palm Beach, Fla. • MPI Potomac Chapter and PCMA Capital Chapter in DC • MPI Carolinas Chapter in Concord, NC • Connect Sports and Connect Association in Miami, Fla. Upcoming: • Hosting the AENC Board Retreat + FAM • SGMP in Raleigh • SPORTS Relationship Conference in Columbia, SC • Small Market Meetings Tradeshow in Buffalo, NY • Event Industry Council Governance Council meeting IMEX in Las Vegas • PCMA Greater Midwest Chapter in Chicago • NC Sports Association in Greenville • PCMA Southeast in Orlando Hosted the following groups: • NC Police Executives Association • Radar Sports Management • NC Assn of Public Charter Schools • NC Vending Association • NC Government Finance Officers Assn • NC Local Government Investment Association • NC Dermatology Association • NC State Board of Elections • Carolina K-12 Teacher Retreat • Fuji BJJ Summer Championship • NC Association of Electric Cooperatives • NC Chapter Community Associations Institute Marketing Updates: • August MAC Meetings Completed • Wrightsville: August 12 • Carolina & Kure: August 26 • Visitor Guide Development Underway • Recently completed first content review • Accepted applications for Community Engagement Manager • 180+ Applicants 8 • Currently reviewing first round candidates • Megan & Kim attended Destinations International in Chicago in July • Megan took two classes toward her Certificate for Destination Management Executive • Megan & Sydney attended US Travel ESTO conference in Phoenix in July • Launched first creative of Fall strategy August 18 • FY25 Website Stats • 3 million visitors to the site • 43 million events to the site • Top Visited Pages • One Tree Hill Scene Locations • Dawson’s Creek Film Locations • Family Activities • One Tree Hill Facts • Kids Activities • Top Sources • Organic Search • Programmatic Display • Facebook Paid Social Media Stats Facebook Wilm: 129,652 followers (+551 growth) CB:119,983 followers (+625 growth) KB: 42,073 followers (+539 growth) WB: 49,944 followers (+161 growth) Instagram Wilm: 67,330 followers (+580 growth) CB: 44,922 followers (+545 growth) KB: 24,254 followers (+183 growth) WB: 52,971 followers (+715 growth) Upcoming focus: Fall content, itineraries, guides, video-focused Public Relations Update: So far this FY, the PR team hosted 7 press trips, with 8+ press trips already in the works for September/October. • PR team attended CFCC Part-Time Job Fair Wednesday, Aug. 27 • This fall, the PR team will attend several media events: 9 • Visit NC PR Symposium & Media Marketplace (October, Raleigh) • STS Travel Media Meetup (October, Nashville) • SATW Eastern Chapter Annual Meeting & Media Marketplace (October, Providence RI) • Visit NC Out-of-State Media Mission (November, New York City) • NCPRSA Chapter Conference (November, Raleigh) • Recent media recognitions/coverage: • The Summer issue of Southbound magazine (sister publication to Atlanta magazine) includes a 10-page spread entitled Waters of Wilmington that also includes each of our three beaches. The PR team hosted the staff writer/editor in March. • The C.W. Worth House, Wilmington’s longest operating B&B, took the #1 spot in USA Today’s 10Best 2025 Readers’ Choice Award as the nation’s Best Bed and Breakfast Inn (8/13/25). This marks the 3rd consecutive year the inn appears on the 10Best list. • Tune in tomorrow morning to NBC’s TODAY Show for a set-jetting segment that will include locations for The Summer I Turned Pretty. The CVB PR team worked with the producer to provide locations and secure media assets. Website/Technology Updates: • Project Management Software – Ongoing integration efforts are helping streamline collaboration and improve efficiency across teams. • AI Integration – We are exploring the use of AI platforms to further enhance workflow and productivity. • Digital Asset Management – Work has begun on transferring our digital assets to a new management platform, which we expect to bring online in the coming months. • System Updates – Routine software and hardware updates remain underway to ensure reliability and performance. Administration Updates: • So far this FY, the PR team hosted 7 press trips, with 8+ press trips already in the works for September/October. • PR team attended CFCC Part-Time Job Fair Wednesday, Aug. 27 • This fall, the PR team will attend several media events: 10 • Visit NC PR Symposium & Media Marketplace (October, Raleigh) • STS Travel Media Meetup (October, Nashville) • SATW Eastern Chapter Annual Meeting & Media Marketplace (October, Providence RI) • Visit NC Out-of-State Media Mission (November, New York City) • NCPRSA Chapter Conference (November, Raleigh) • Recent media recognitions/coverage: • The Summer issue of Southbound magazine (sister publication to Atlanta magazine) includes a 10-page spread entitled Waters of Wilmington that also includes each of our three beaches. The PR team hosted the staff writer/editor in March. • The C.W. Worth House, Wilmington’s longest operating B&B, took the #1 spot in USA Today’s 10Best 2025 Readers’ Choice Award as the nation’s Best Bed and Breakfast Inn (8/13/25). This marks the 3rd consecutive year the inn appears on the 10Best list. • Tune in tomorrow morning to NBC’s TODAY Show for a set-jetting segment that will include locations for The Summer I Turned Pretty. The CVB PR team worked with the producer to provide locations and secure media assets. ITEM #7 – CHAIRMAN’S COMMENTS – Tom Ullring ITEM #8- OLD BUSINESS/NEW BUSINESS- Tom Ullring ADJOURNMENT There being no further business to come before the NHC TDA Board of Directors, Motion to adjourn at 6:40PM. Next meeting – September 16, 2025, at 8:30am the presentation of the Program of Work NHC TDA Board of Directors Meeting: October 29, 2025 11 ______________________________ __________________________ Kim Hufham, President/CEO Zach Brigman, Secretary Minutes located in TDA Board Minutes Book XIIII 12