TDA Board Meeting January 30 2013
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY
BOARD OF DIRECTORS
JANUARY 30, 2013
PRESENT: John Andrews, County Restaurant
Commissioner Jonathan Barfield – New Hanover County
Anne E. Brodsky, Motel Owner – Kure Beach
David Cignotti, Mayor – Wrightsville Beach
Anne Marie Hartman, Hotel – Wrightsville Beach
Kim Hufham, President/CEO – NHC TDA
Neal Johnson – County Vacation Rental Property
Mike Keeler, Hotel – 150 (+) Wilmington
Dean Lambeth, Mayor – Kure Beach
Bob Lewis, Mayor – Carolina Beach
Sabina Newman, Greater Wilmington Chamber of Commerce
Angela Rhodes – County Restaurants
Bill Saffo, Mayor – City of Wilmington
Lisa Wurtzbacher, New Hanover County Finance Officer
EXCUSED: Frank Jones, Carl Marshburn, Chuck Pennington
STAFF: Jeanette Foster/Administrative Services Manager, Recording
Secretary
Shawn Braden, Executive Vice-President of Marketing
Karla Thompson, Technology/Systems Manager
Linda Brothers, NHC Financial Analyst
GUESTS: George Durant, Brandon Agency
Chairman John Andrews called the meeting of the New Hanover County Tourism
Development Authority Board to order at 5:30 p.m. at the Hampton Inn University
Area.
Chairman Andrews welcomed our new TDA Board members: Mayor Bob Lewis of
Carolina Beach and Angela Rhodes who will represent County Restaurants.
Also recognized reappointments to the Board: Commissioner Jonathan Barfield of
New Hanover County; Chuck Pennington representing County Bed and Breakfasts.
ITEM #1 – EXCUSED
Frank Jones, Carl Marshburn, Chuck Pennington.
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ITEM #2 – MINUTES APPROVAL – OCTOBER 24, 2012
[Motion made by Anne Brodsky, seconded by Sabina Newman and
unanimously accepted to approve the October 24, 2012 TDA Board minutes
as read.]
ITEM #3 – FINANCIALS/ROT REPORT – LISA WURTZBACHER
New Hanover County Finance Officer Lisa Wurtzbacher reported that total
expenditures for the first 3% (July 1 – December 31, 2012) was $593,723 for Sales
and Marketing; Visitor Information Expenditures - $61,502; Administrative -
$198,109. Total expenses = $853,334.
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2 3% expenses for July 1 – December 31, 2012:
Carolina Beach Promotions - $185,849
Kure Beach Promotions - $78,088
Wrightsville Beach Promotions - $276,539
Carolina Beach Activity - $122,881
Kure Beach Activity - $0
Wrightsville Beach Activity - $14,000
Convention Center - $160,569
Total expenditures through 12/31/12 = $1,691,261.
Revenues (includes City of Wilmington) $2,071,167 which leaves 56% expected.
ROT increase for first 3% for July – November, 2012 for same period of time over
previous year =7.01%.
Second 3% increases for July – November, 2012 for same period of time over
previous year: Carolina Beach – 5.09%; Kure Beach – 6.13%; Wrightsville Beach –
2.92%. In addition, City of Wilmington saw a 11.51% increase; Convention Center
a 7.82% increase.
[Motion made by Anne Brodsky, seconded by Sabina Newman and
unanimously approved to accept the Financials/ROT report as presented.]
ITEM #4 – REQUESTS FOR FUNDING FOR KURE BEACH – KIM HUFHAM
The Town of Kure Beach respectfully requests funding for expenditures for
lifeguard services for the summer of 2012. The requested funds include
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expenditures for two budget years, 2011-2012 and 2012-2013. The expenses to be
reimbursed are calculated as follows:
Total lifeguard expenses incurred FY 2011-2012 $148,524.73
Less lifeguard expenses included on 1/17/12 $ 86,923.02
Remaining to be reimbursed (2011-2012) $ 61,601.71
FY 2012-2013 lifeguard expenses incurred from
7/1/12-11/20/12 $ 90.248.03
Amount of Request $151,849.74
Previous Requests: Kure Beach requests for the lifeguard program have
been approved by the TDA Board since 3/28/06.
The Town of Kure Beach respectfully requests funding for expenditures that were
incurred for the 2012 Kure Beach Fantasy Christmas Show. The show, coordinated
by the Kure Beach Volunteer Fire Department, consisted of three performances on
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December 7th, 8 and 9, 2012. Total being requested for FY 2012-2013 is
$3,300.00.
Previous Requests: Kure Beach requests for Kure Beach’s Christmas Show
have been approved by the TDA Board beginning 1/22/08.
The Town of Kure Beach respectfully requests funding for expenditures that were
incurred for the Pleasure Island Chamber of Commerce Free Summer Concerts
held during the summer of 2012 (FY 2012-2013). Total request is $8,000.00.
Previous Requests: Kure Beach requests for PI Chamber of Commerce
Summer events have been approved by the TDA Board beginning in March,
2006.
The total requested funding is $163,149.74 and funds are available.
[Motion made by Mayor Bill Saffo, seconded by Dean Lambeth and
unanimously accepted to approve funding for FY 2011-2012 and 2012-2013
for lifeguard services, Kure Beach Fantasy Christmas Show and Pleasure
Island Chamber of Commerce Free Summer Concerts.]
ITEM #5 – 2013 LEGISLATIVE AGENDA – KIM HUFHAM
President/CEO Kim Hufham stated that in the Marketing Plan which was presented
in August, legislative issues were identified. Tourism is going to have a Legislative
Day on February 11 in Raleigh. Kim will be attending and meeting with our local
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delegation at which time she will present an actual fact sheet on tourism in New
Hanover County. She also wants to include the legislative agenda items. The
following ones were approved in the Marketing Plan and she is asking for the
Board’s approval to present these to our delegation:
Maintain current Wilmington and Beaches CVB tourism marketing budget.
Maintain current School Start calendar.
“Rent by Owner” occupancy tax remittance.
More defined definition of “tourism-related expenditures.”
Additional funding source for Beach Renourishment.
After some discussion,
[Motion made by Sabina Newman, seconded by Anne Brodsky and
unanimously approved to have President/CEO Kim Hufham present our
2013 Legislative Agenda items to our delegation in Raleigh on February 11.]
ITEM #6 – MID-YEAR UPDATE – KIM HUFHAM
President/CEO Kim Hufham, CVB staff and The Brandon Agency, presented a
mid-year up-date (July-December, 2012) on where we are not only with our
marketing campaign, but also with our group sales, advocacy and other areas of the
CVB.
President Hufham noted ROT receipts for first 3% (July – November) are up 7.01%
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over last FY for same period of time; 2 3% collections for the beaches are up as
well as Wilmington and the Convention Center District.
Kim reported that the Smith Travel Report not only showed that 2011 had positive
growth in occupancy, but 2012 is looking even better. Percentage change from
calendar year to date in occupancy is 9.5%. In competitive set comparison which
we receive on a monthly basis, we are up above state averages in occupancy and
revenue. For the 14 counties used in comparison, we rank second highest in room
revenue and occupancy level percentage increase.
George Durant of the Brandon Agency gave an overview of the marketing campaign
for July – November. Images were shown of those still being used. Continue to use
the “Heed the Call to the Water” ad campaign. George said measurability is very
important and gave an insight into how the campaign is being tracked and
measured. Tracking metrics include: Paid ad impressions, Ad URL inquiries,
Media frequency and reach, Facebook fans and user interaction, Twitter followers
and retweets and Website traffic/inquiries. $133,450 spent on media between July 1
and November 30, 2012 with 50% of this being online. There were a total of
16,440,264 total impressions between July 1 and November 30 and we are on par
with last Fiscal Year.
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George also indicated that between July 1 and November 30, 2012, total inquiries
totaled 74,979 with the highest inquires coming from eSpecials (38%); 25% from
Online; 24% from Pay Per Click and 15% from Print advertising. This, too, is on
pace with last year.
George said our next steps will include ongoing updating and tweaking of PPC
campaigns, continued analysis of Fall campaign results and Spring/Summer Visitor
Profile research.
Karla Thompson, Technology/Systems Manager for the CVB disseminated
handouts to the Board of the monthly Website Performance Report for Wilmington
andBeaches.com She went over the report and how the website works with
conversion rates, referral rates, geographic references, etc. A copy of this report
can be found in Exhibit Book X.
Karla also advised that Google remains at the top of the domain; that the total
inquiries direct to Industry Partners from February-December was 295,000 with the
main option being to get people to the individual properties. North Carolina was
the top Geographic Referral followed by Virginia, Ohio, Pennsylvania, New York,
Georgia, South Carolina, Tennessee, Maryland and California.
President/CEO Kim Hufham presented a brief summary of Convention and Group
Sales efforts.
For July-December, 2012, we are on pace with last year. Leads have produced 13
bookings; 7 lost business and 40 are still pending. For the booked business, 7 were
Associations. Of the pending groups, 14 are Associations and 10 are reunions and 5
are social (weddings, etc.)
Advocacy: Goals are to protect our current tourism marketing budget; continue to
be involved in issues at both a state and local level; meet with local legislative
delegation to deliver TDA Legislative Agenda and closely monitor all issues that
could affect tourism.
ITEM #7 – PRESIDENT’S COMMENTS – KIM HUFHAM
President/CEO Kim Hufham presented several items coming up to include:
As already briefly discussed, NC Tourism Day in Raleigh on February 11
which will include an industry dinner on Monday evening; meeting with our
local delegation; Legislative reception Tuesday evening with all legislators;
NC Travel and Tourism Board meeting on Tuesday. The new Secretary of
Commerce, Sharon Decker will be in attendance at this meeting.
Governor’s Conference to be held here March 10-12. Opening reception on
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Sunday evening, March 10 (all invited); opening session on Monday, the 11
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– Kim indicated she has 6 registrations for those who wish to attend. In
addition, will be doing a Media FAM on Monday in conjunction with
conference.
Working with UNCW on tourism partnerships.
Met with UNCW concerning an impact study of film industry. Will be
meeting with Johnny Griffin of the Wilmington Regional Film office in near
future concerning this.
Will be organizing a customer service seminar with CFCC/Brunswick and
Pender Counties tourism offices and WAHA. To be held in May.
Working on budgets, strategic plans for destination, convention marketing
and beaches.
There is one open TDA Board position for Carolina Beach (hotel/motel).
This person to be appointed by the NHC Commissioners at their next
meeting.
October – December, 2012 CVB Activity Report completed. Copy can be
found in Exhibit Book X.)
ITEM #8 – OLD BUSINESS/NEW BUSINESS
N/A
ITEM #9 – CHAIRMAN’S COMMENTS – JOHN ANDREWS
Chairman Andrews advised the Nominating Committee had met to present a Slate
of Officers for 2013 to the full Board. They are as follows:
Chairman: Carl Marshburn
Vice-Chairman: Frank Jones
Secretary: Chuck Pennington
Treasurer: Lisa Wurtzbacher
Immediate Past Chairman/
At Large: Anne Marie Hartman
Chairman Andrews called for any additional nominations from the floor. There
being none:
[Motion made by Anne Brodsky, seconded by Sabina Newman to accept the
nominations as presented by the Nominating Committee and approved
unanimously.]
President/CEO thanked John Andrews for his many years of service on the Board
and presented him with a plaque.
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Adjourn at 6:45 p.m.
Next Meeting Date: Wednesday, March 27, 2013.
______________________________ __________________________
Kim Hufham, President/CEO Jeanette Foster, Recording
Secretary
Minutes located in TDA Board Minutes Book XI
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