TDA Board Meeting August 26 2015
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY
BOARD OF DIRECTORS
AUGUST 26, 2015
PRESENT: Jonathan Barfield, NHC Commissioner
Anne Brodsky, Hotel – Kure Beach
Kim Hufham, President/CEO – NHC TDA
Neal Johnson – Vacation Rental Property
Frank Jones, Hotel – (150-) Wilmington
Mike Keeler, Hotel – 150 (+) Wilmington
Dean Lambeth, Mayor – Kure Beach
Connie Majure-Rhett – Wilmington Chamber of Commerce
Carl Marshburn, NHC Attraction
Nicolas Montoya, Hotel – (150+) Wrightsville Beach
Chuck Pennington – County Bed and Breakfast
LeAnn Pierce, Hotel – Carolina Beach
Dan Wilcox, Mayor – Town of Carolina Beach
EXCUSED: Mayor Bill Blair, Angela Rhodes, Lisa Wurtzbacher
ABSENT: Mayor Bill Saffo
STAFF: Jeanette Foster/Administrative Services Manager, Recording
Secretary
Connie Nelson, PR/Communications Director
Shawn Braden, Executive VP of Marketing
Linda Brothers, Financial Analyst, New Hanover County
John Sneed, VP of Sales and Services
Karla Thompson, Technology/Systems Manager
VISITORS: David Cignotti, Off-Shore Drilling
Eleanor Tally, Clean Design
Chairman Frank Jones called the meeting of the New Hanover County Tourism
Development Authority Board of Directors to order at 5:30 p.m. in Salon D of the
Wilmington Convention Center.
ITEM #1 – EXCUSED
Mayor Bill Blair, Angela Rhodes, Lisa Wurtzbacher
Mayor Bill Saffo was absent.
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ITEM #2– MINUTES APPROVAL – MAY 27 AND JUNE 24, 2015
[Motion made by Anne Brodsky, seconded by Chuck Pennington and
unanimously accepted to approve the May 27 and June 24, 2015 TDA Board
minutes as read.]
ITEM #3 – FINANCIAL REPORT – LINDA BROTHERS
Linda Brothers, Financial Analyst for New Hanover County, gave report July 1,
2014 through June 30, 2015. Have had a great year, everything is in line and very
good revenue this year. The TDA stayed within budget.
Revenues for first 3% - 9.4% increase for FY ending June 30, 2015; calendar year
had 7.16% increase over last calendar year for January – June, 2015.
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2 3% Collections:
Carolina Beach – 11.56% increase over last FY (July-June); Calendar year
(January-June, 2015) 10.05% increase over past calendar for same period of time;
Kure Beach – 13.17% increase for July-June; 14.47% increase for calendar year of
January-June; Wrightsville Beach – 6.52% increase over last fiscal year with a
4.24% increase for the calendar year.
City of Wilmington -7.32% increase over last fiscal year; 4.17% increase for period
January-June, 2015 over same period last year; Convention Center – 18.43%
increase over last fiscal year; 14.34% increase over last calendar year.
District U had a 16.96% increase for July 2014 – June 2015 over last fiscal year; for
calendar year – 13.98% increase over last calendar year.
Linda reported July 2015 is within budget for the first month of the new fiscal year.
Question was asked reference Airbnb. Kim advised Airbnb agreed to collect tax
and remit it as of 8/15/15. Trial counties that started out as of June 1, 2015 included
Wake, Durham, Buncombe and Mecklenburg. Currently based on honor system.
Will be interesting to see how it goes. Talked about enforcement mode and who is
advertising, etc. Airbnb is an advertising entity.
Linda advised our audit will begin on 9/14.
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ITEM #4 – CONSIDERATION OF RESOLUTION – OFF SHORE DRILLING –
DAVID CIGNOTTI
David Cignotti of Wrightsville Beach did a presentation on adoption of a resolution
from the NHC TDA in opposition to off-shore oil and gas development off the coast
of North Carolina. He advised everyone to take action and speak out to protect our
coast….don’t drill in N.C. North Carolina citizens are concerned about what
opening our coast to offshore drilling means for them, their families, and their
communities. Offshore drilling is not just an issue that will impact our state’s
coastline. This type of energy exploration and the risks it pose could have enormous
consequences on our state’s economy (negatively impacting tourism, fishing,
recreation.)
Mr. Cignotti presented materials for everyone to peruse as well as sample resolution
statements. Would like for the TDA to make a formal statement.
After much discussion and questions, it was decided this issue would be tabled until
the October TDA Board meeting. It was also determined to have guest speakers
discuss both sides of this issue.
ITEM #5 – MARKETING PLAN PRESENTATION – 2015-2016 – KIM HUFHAM
President/CEO Kim Hufham started the Marketing Plan presentation for 2015-2016
with the “State of Tourism”. We have had a great year, in fact a new benchmark
year has been set.
2014 Tourism Expenditures of $507.9 million – 6.33% increase.
NHC tourism generated $43.93 million in local/state taxes.
More than 5,680 employed in travel and tourism related jobs = $113.27
million in payroll.
Each NHC resident’s taxes were offset $202.45.
Maintained #8 ranking among NC’s 100 counties; #2 ranking among coastal
counties.
Kim said ROT (Rooms Occupancy Tax) collections for FY 2014/15 are up 9.74%;
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calendar year (2015 January-June) up 7.16%. 2 3% collections for 2014-15
include Carolina Beach – 11.56%; Kure Beach 13.17%; Wrightsville Beach –
6.52%; Wilmington – 7.32%; CC District – 18.43%; District U – 16.96%. Kim went
on to say where 2014/15 dollars are distributed.
This has been an active year for tourism legislation. Challenges include beach
renourishment and inlet dredging, rent by owners and AirBnB, budget, film
incentives, sales tax realignment and industry participation.
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Discussion on CVB budget comparisons. Among Coastal CVBs we are second to the
bottom as others had jump in their budgets. We are compared with Myrtle Beach,
Charleston, Outer Banks, Crystal Coast, Cumberland Co./Fayetteville, Wilmington
and Beaches and Brunswick County.
We continue to stay active in tracking legislative issues to include school calendar
law, rent by owner and ROT remittance, film incentives, EDPNC and VisitNC,
beach renourishment and inlet dredging funding, sales tax on entertainment, off
shore drilling and sales tax realignment.
Under Advocacy issues, continue to strengthen relationships with elected officials;
closely monitor issues at state and local levels; participate in conversation on long-
term sustainable funding options for beach renourishment and inlet dredging;
maintain a “seat at the table” with local economic development groups; do a CVB
“Impact on Tourism” flyer (produce this to share our great numbers.)
Addressed core marketing objectives to include technology and website; social
media; publications and video; media and content; partnerships and promotions.
Marketing results during FY 14-15 included:
Websites – Key Performance Indicators:
Visits - 804,874; Page Views – 2,533,399 (accounted for 40% of website traffic);
Time on Site – 5.38 minutes; Email Signup – 9,485; Guide Signup – 10,172.
Website Traffic Top States included North Carolina (42%); Georgia, Virginia,
South Carolina, New York and Ohio which all ranged from 4 to 8%.
Top Downstream Exit Inquiries (inquiries to lodging, attractions, events and
restaurants) are very important and we had a 4% increase over previous FY.
Media Campaign Results:
Media spend for 2014-2015 - $401,055 which includes $54,200 to District U
initiatives. There was a 70% jump from 2013-2014 to 2014-2015 in inquiries.
Pertaining to social media results – for FY 2014-2015, Facebook has a 44% increase
in fans/followers/news; Twitter had a 24% increase; Pinterest 24%; YouTube
1434% and Instagram 350% increase.
Brand and creative strategies outlined with new campaign images, expansion in
creative and new campaign ads. Changing formats in partnerships, produce videos
for content marketing target audiences and social media campaign stunt video to
support #spreadtheWilm.
Had another great year in Public Relations coverage highlights through 44 press
trips, 2,208 traditional media, 1,245 social media (Twitter), 1,675 placements in free
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editorial/earned media along with 1908 non-media assists. This does not include all
of the print circulation, etc.
2015-2016 public relations/communications include supporting marketing
department initiatives, media outreach, new themes for the new FY and pro-active
awareness of tourism.
Another good year in group sales. Definite bookings up 21% compared to last FY
with a slight decline in room nights, but slight increase in number of attendees. The
scope the markets included State, Regional and National with targeted groups
including Associations, Corporate, Educational, Fraternal, Government, Military,
Religious, Sports.
Year end summary presented with definite bookings up 21%; lost business down
37%. Discussed reasons for lost business.
Went over objectives and strategies for group sales, sports, convention sales and
services.
Marketing Plan Industry Presentation will be presented on September 17 at 9 a.m.
at the NHC Government Center.
[Motion made by Mike Keeler, seconded by Anne Brodsky and unanimously
accepted to approve the Marketing Plan for 2015-2016 as presented.]
ITEM #6 – PRESIDENT’S COMMENTS – KIM HUFHAM
President/CEO Kim Hufham stated that we were recently voted by USA Today in
the 10 Best Readers Choice as the Best Alfresco Dining Neighborhood – Historic
Wilmington, NC. Promoted through social media and other dining opportunities.
MARKETING:
Save The Date: Industry Partners Presentation of the Wilmington and
Beaches Convention and Visitors Bureau Marketing Plan for the 2015-2016
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Fiscal Year will take place on Thursday, September 17. A new format will
include guest speakers and new tourism product and marketing
opportunities for partner participation.
The 2016 official Visitors Guide advertising sales are now in progress.
Fall and holiday promotions and events are ready and some already in
progress.
SALES AND SERVICES:
The quarterly meeting of the North Carolina Sports Association will be held
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in Cary, NC on September 17, 2015.
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Association Executives of NC bi-monthly meeting and luncheon will be held
on September 11, 2015 in Raleigh.
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Annual MPI Carolinas Chapter meeting September 17/18 in Raleigh.
Sales staff will attend and have a booth.
Meeting Professionals International – Georgia Chapter – sales to attend
monthly meeting and networking luncheon.
Sports Institute in Shreveport, LA October 5-8, 2015. This is a tradeshow
dedicated to sports, a market that has been showing a lot of potential in
recent years.
We will be doing a Hole sponsorship at the AENC annual golf outing on
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October 5.
SERVICES:
Coastal Carolina Harley Owners Group being hosted at the Hilton on
September 10 and 11 and we are providing a visitor information booth.
The International Biomarine Business Convention (first time in America)
will be held at the Union Station on the CFCC campus October 12-13, 2015
and we are hosting visitor services for this event.
PR DEPARTMENT:
Visit NC is bringing a marketing roundtable discussion to Wilmington on
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October 7 at the downtown library.
PR Department Media Events:
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Visit NC In-State Media Event to be held on September 29.
SATW National Conference and Marketplace to be held October 4-9.
ADMINISTRATION:
Frank Jones and Kim Hufham participating in the Intercity Leadership Visit
to Charleston, SC with the Greater Wilmington Chamber of Commerce on
September 21-22, 2015.
Annual TDA update presentation to the NHC Board of Commissioners will
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take place on September 14.
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Annual audit scheduled to be presented at the October 28 meeting.
ITEM #7– OLD BUSINESS/NEW BUSINESS
(See under Chairman’s remarks.)
ITEM #8 – CHAIRMAN’S COMMENTS – FRANK JONES
Kudos to Carolina and Kure Beaches on their family events.
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Traffic issues downtown need to be addressed by the City. After some discussion,
Mayor Lambeth says this needs to be a county-wide concern. Was suggested the
TDA put a letter together.
Adjourned at 7:00 p.m.
Next Meeting Date: Wednesday, October 28, 2015
______________________________ __________________________
Kim Hufham, President/CEO Jeanette Foster, Administrative
Services Manager/Recording
Secretary
Minutes located in TDA Board Minutes Book XI
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