08-25-2010 Minutes
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY
BOARD OF DIRECTORS
AUGUST 25, 2010
John Andrews, County Restaurant
PRESENT:
Bill Caster, New Hanover County Commissioner
David Cignotti, Mayor – Wrightsville Beach
Scott Cromartie – Greater Wilmington Chamber of Commerce
Anne Marie Hartman, Hotel – Wrightsville Beach
Kim Hufham, President/CEO – NHC TDA
Frank Jones, Hotel – (-)150 Wilmington
Dean Lambeth, Mayor – Kure Beach
Joel Macon, Mayor – Carolina Beach
Bob McKoy, NH County Vacation Rentals
Chuck Pennington, County Bed and Breakfast
Ronnie Pernell, Hotel – Kure Beach
Avril Pinder, NHC Authority Finance Officer
Bill Saffo, Mayor – City of Wilmington
EXCUSED: Carl Marsburn, Attractions
ABSENT: Mike Keeler, Hotel – (+) 150 Wilmington
STAFF: Jeanette Foster, Administrative Services Manager/Recording
Secretary
Karla Thompson, Technology/Systems Manager
Shawn Braden, Executive Vice-President of Marketing
Mikie Wall, Vice-President Sales and Services
Connie Nelson, PR/Communications Director
John Sneed, Vice President Convention Sales
Sheila Boyd, NHC Finance
GUESTS: Shannon Bowen, Wilmington Star-News
Chairman Bob McKoy called the meeting of the New Hanover County Tourism
Development Authority Board to order at 5:30 p.m. at the New Hanover County
Government Complex, Room 500.
1
ITEM #1 – EXCUSED ABSENCES
Carl Marshburn, Attractions.
ITEM #2 – MINUTES APPROVAL – MAY 26, 2010 & JUNE 23, 2010
[Motion made by Bill Caster, seconded by Scott Cromartie and unanimously
carried that the minutes of May 26, 2010 and June 23, 2010 be approved as
read.]
ITEM #3 – FINANCIALS AND ROT REPORT – AVRIL PINDER
Avril Pinder, New Hanover County Finance, advised that on the expenditure side
for the beginning of the new fiscal year, 12% has been spent to date. The revenue
side shows good news for FY July 1, 2009-June 30, 2010 – we are only down 2.55%
compared to last fiscal year for the first 3%. This is a good sign that maybe we are
headed toward a recovery. Starting with March, 2010, we have shown positive
percentages in ROT’s first 3% (March-June). Calendar year of January-June for
nd
the beaches (2 3%) is down only 3.68% for Carolina Beach; Kure Beach has a
positive of 14.09%; Wrightsville Beach showing a positive of 10.89%.
[Motion made by Scott Cromartie, seconded by John Andrews and
unanimously carried to approve the Financial/ROT report as presented.]
ITEM #4 – FUNDING REQUESTS – CAROLINA AND WRIGHTSVILLE
BEACHES – KIM HUFHAM
The Town of Carolina Beach respectfully requests TDA funds for a total amount of
$220,483.74 (2009-2010) to include reimbursement for expenses incurred for
donations to the Chamber of Commerce – summer fireworks series, outdoor family
movies and other events ($77,800); Boardwalk Makeover donation – the Town made
a donation to the Boardwalk Makeover for the 2009 Christmas By the Sea program
($5,000); Beach Stage Improvements – upgrades and improvements were done to
the Boardwalk Stage to make it more suitable for performances during the summer
months ($14,865.92); the Town of Carolina Beach has seen a dramatic increase in
visitors to the beach as well as Freeman Park. The Town requests reimbursement
for Lifeguard expenses ($122,060.81); assistance by police officers at the June 2010
Annual Beach Music Festival ($757.01.)
Funds are available and this amount is being requested for reimbursement.
2
[Motion made by Mayor Bill Saffo, seconded by Mayor Dean Lambeth and
unanimously carried to approve the expenditure requests of $220,483.74 for
Carolina Beach during Fiscal Year 2009-2010.]
The Town of Wrightsville Beach respectfully requests TDA funding for a total
amount of $79,000. This amount accounts for part of the requirements for TDA
funding support for FY 2010-2011 and includes:
Christmas Program decorations for annual Christmas Holiday decoration display at
the Beach ($2,000); replacement of a 4x4 pickup truck ($30,000); 2010 Holiday
Flotilla funding for fireworks, advertising, public relations and media support
($30,000); Trolley Stop Restroom maintenance (only public restroom in central
business area) ($12,000); new ATV to replace a similar vehicle which has been in use
since 2005 ($5,000).
Funds are available in the amount of $79,000.00
[Motion made by Mayor Bill Saffo, seconded by Scott Cromartie and
unanimously carried to approve this expenditure request of $79,000 during
the FY period of 2010-2011.]
ITEM #5 – MARKETING PLAN PRESENTATION 2010-2011
President/CEO Kim Hufham advised that the Fiscal Year 2010-2011 budget really
puts the FY 2010-2011 Marketing Plan into perspective. This plan will show how
numbers will be impacted. She noted that we are really excited about this plan’s
efforts; how changes will be shown in the format and different approaches will be
used in tracking and measuring success. We will be more accountable and more
goals will be set. This will be a transitional year for the CVB. There will be shifts in
marketing and the way things are done. More dollars will be shifted to on-line
media.
Kim advised that in order for everything to come together and work, the industry
has to come together and respond with the CVB. It is definitely a challenge when
we cannot get the support we need from the industry. For this current fiscal year,
we are down one staff person and have had to cut our budget again which is down
15% compared to two years ago. The attached information gives further
information on the 2010-11 Marketing Plan which includes such topics as the State
of Tourism, 2009-2010 highlights, Current Situation and Trends, External Audience
Perception and Stakeholders Perception and Trends.
3
Executive Vice President of Marketing Shawn Braden addressed the Board on the
actual plan’s activities for 2010-2011 (Attachment of presentation handed out at
Board meeting and also located in TDA Board Minutes Book IX.)
Shawn discussed some of the key changes taking place in today’s
marketing….reaching today’s visitors; addressing the seasonal times, etc.
Executive Vice President Braden noted the five major transitions include:
*Campaign shift from informative to engaging and conversion.
*Media plan to channel plan.
*Mass media to audience and product segmentation.
*State’s website to multi-media and experiential site.
*Published reports online:Capefearcoast.com/reports
(Mayor Saffo left at 6:15 p.m. to attend another meeting.)
(Avril Pinder left at 6:20 p.m. to attend another meeting.)
*Marketing strategies to evolve creative from image/brand awareness to
promotion/call to action.
*Enhance digital infrastructure to improve reporting and information flow to better
serve visitors and stakeholders.
*Coordinate marketing efforts to ensure cross-promotions of messaging, content
and product where applicable.
*Increase in interactive marketing and strategic social media.
*Embrace digital methods and devices to reach visitors in cluttered communications
and digital age.
*Develop appropriate balance of traditional and new media and printed materials
in digital age.
*Ensure media/channel plan and delivery of messages by audience/interest
segmentation, geography, and seasonality.
*Emphasis on summer season and in-state market saturation, shoulder seasons,
what is new for repeat visitation and interest-based marketing.
*Assist group sales effort through WCCPR campaign establishing the area as a new
and viable M &C destination.
Shawn went through core tactics involving special interests,
communications/messaging, leisure ad creative, what’s your favorite way to play,
meetings and convention ad creative, new rich media creative, ads, social media,
leisure campaigns, targeted reach, target market strategy, seasonal leisure
campaigns, WCFC e-Specials, fall landing page, web, meetings, conventions, groups
for WCFC/CVB for first 3% as well as Carolina, Kure and Wrightsville Beach
creative and ad campaigns
4
Bill Caster asked about the sports marketing efforts. President/CEO Hufham
advised sports marketing will be included in all of the marketing plan efforts and
discussed some of the organizations we have joined toward that end.
[Motion made by Scott Cromartive, seconded by Frank Jones and
unanimously carried to approve the 2010-2011 Marketing Plan as presented.]
Anne Marie Hartman wanted to again thank the CVB for all its efforts and hard
work in not only putting the plan together, but also for the sacrifices they have made
to make this plan work.
ITEM #6 – PRESIDENT’S COMMENTS – KIM HUFHAM
President Hufham advised that the FY 2009-2010 audit will be presented by
Kimmie Goodson at the October 27, 2010 TDA Board meeting.
Connie Nelson will be working with Homewood Suites on September 16-18
on a journalists FAM they plan to bring to the Wilmington area.
John Sneed working on convention shows.
TEAMS will be held in Charlotte in October and Mikie Wall to attend.
Woman’s World to have a spread on our area in the September issue.
Our State Magazine had a featured article on Wilmington to include the
Verandas with Chuck and Dennis on porches.
Connie working with media on upcoming articles featuring us as a meeting
destination with the new convention center.
ITEM #7 – OLD BUSINESS/NEW BUSINESS
Mayor Joel Macon advised that Carolina Beach’s Marketing Committee now has
five new members. Mayor Macon also advised that Carolina Beach is moving
forward. Hilton Garden Inn still in the works. A new Harris Teeter soon coming to
the Beach, and the Beach is still working with the NC Aquarium on the pier.
Mayor Dean Lambeth, Kure Beach, noted Ft. Fisher’s discussions towards restoring
the old lighthouse.
Mayor Cignotti said the family night movies were very successful this year
(privately funded by Merchants Association) and plans call to do this again next
year.
5
ITEM #8 – CHAIRMAN’S COMMENTS – BOB MCKOY
th
Next meeting to take place on October 27.
[Motion made to adjourn at 6:57 p.m.]
______________________________ __________________________
Kim Hufham, President/CEO Bill Caster, Secretary
__________________________
Jeanette Foster, Recording
Secretary
Minutes located in TDA Board Minutes Book IX
6