2019-03-27 Minutes
NEW HANOVER COUNTY TOURISM DEVELOPMENT AUTHORITY
BOARD OF DIRECTORS
MARCH 27, 2019
PRESENT: Craig Bloszinskey, Mayor – Town of Kure Beach
Anne Brodsky, Hotel-Motel – Town of Kure Beach
Jason Bryant – Vacation Rental Properties
Christine Divoky, Tourism Attraction
Natalie English, Wilmington Chamber of Commerce
Kim Hufham, President/CEO – NHC TDA
Nicole Jones, Hotel Manager/Owner – (150- rooms)
Nicolas Montoya, Hotel Manager/Owner – (150+ rooms)
Daniel Perkins, Hotel Manager – (150+ rooms)
LeAnne Pierce, Hotel – Carolina Beach
Angela Rhodes, County Restaurant
Bill Saffo, Mayor – City of Wilmington
Lisa Wurtzbacher – Authority Finance Officer
EXCUSED: Mayor Bill Blair, Commissioner Patricia Kusek, Chuck
Pennington, Mayor Joe Benson
STAFF: Jeanette Foster, Administrative Services Manager/Recording
Secretary
Linda Brothers, Financial Analyst, New Hanover County
Connie Nelson, Communications/PR Director
Shawn Braden, VP Marketing
GUESTS: Jessica Barardi, NHC Finance
Mary Baggett, Blockade Runner Resort
Ad Agencies Clean (Tom Hickey and Amanda); French West
Vaughn (Shay Carter)
Chairman Nicolas Montoya called the meeting of the New Hanover County Tourism
Development Authority Board of Directors to order at 5:30 p.m. in the Lucie
Harrell Conference Room at the New Hanover County Government Complex.
ITEM #1 EXCUSED MEMBERS AND RECOGNITION OF RE-
APPOINTMENTS – NICOLAS MONTOYA
Chairman Nicolas Montoya noted excused absences for Mayor Joe Benson, Mayor
Bill Blair, Chuck Pennington and Commissioner Patricia Kusek.
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In addition, the reappointment of Chuck Pennington, County Bed and Breakfast
was recognized.
ITEM #2 – APPROVAL OF BOARD MINUTES/ STRATEGIC PLAN
WORKSHOP FOR JANUARY 31, 2019 - NICOLAS MONTOYA
\[Motion made by Natalie English, seconded by Christine Divoky and
unanimously accepted to approve minutes as read of January 31, 2019’s
TDA Board Meeting/Strategic Plan Workshop.\]
ITEM #3 – FINANCIALS/ROT REPORT –LISA WURTZBACHER
Authority Finance Officer for the New Hanover County TDA advised the income
statement being presented is for July 1, 2018 – February 28, 2019. Revenues
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indicated are looking good with 43% total received for ROT for 1 and 2 3% as
well as City of Wilmington-WMCC and appropriated fund balance.
ROT Collections for first 3% for July-January FY 2018/2019 shows an increase of
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20.96% over same period last year; 2 3% Collections for the beaches for FY 2018-
2019 (July-January) – Carolina Beach – 9.65% increase over same time last year;
Kure Beach 5.00% increase; Wrightsville Beach (-) 5.31% decrease due to
Hurricane Florence’s damage; Wilmington – 41.23% increase over same period of
time last FY; Convention Center District – 41.72% increase over same period of
time last FY; District U – 19.87% increase over same period of time last FY.
Lisa indicated that on the Compliance Program information, 723 properties have
been identified (245 have identified with AirB&B’s only); 48 new properties now
complying so far from the letters sent out. In the process of getting additional
information. From what has been sent out, almost $10,000.00 has been collected.
ITEM #4 – EXPENDITURE REQUESTS – CAROLINA AND KURE BEACHES –
KIM HUFHAM
CAROLINA BEACH
The Town of Carolina Beach respectfully requests TDA funds in the amount
of $87,600.00 as a donation to the Pleasure Island Chamber of Commerce for
expenses incurred providing family entertainment for all ages including
fireworks on Thursday nights, movies on Sunday nights and annual events
such as the Carolina Beach Music Festival and Seafood Blues and Jazz
Festival (FY2017-2018). (2008)
The Town of Carolina Beach respectfully requests TDA funding in the
amount of $17,615.09 for reimbursement for ocean rescue lifeguard expenses
for 12/1/18-1/31/19. (2003)
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The Town of Carolina Beach respectfully requests TDA funds in the amount
of $23,334.74 for estimated cost of bike racks and kiosks for walking trails.
(New Request)
The total requested amount of TDA funds is $128,549.83. Funds are available and
are requested upon approval by the TDA Board.
\[Motion made by Jason Bryant, seconded by Mayor Craig Bloszinsky and
unanimously accepted to approve TDA funding in the amount of $128,549.83
for expenses incurred for the above various activities.\]
KURE BEACH
The Town of Kure Beach respectfully requests funding for expenditures for
lifeguard services for the summer of 2018. The requested funds include
expenditures for two budget years 2017-2018 and 2018-2019. The expenses
to be reimbursed are calculated as follows:
Total Lifeguard expenses incurred FY 2017/2018 $190,289.14
Less Lifeguard expenses included on 1/22/18 TDA
Request $ 90,365.24
FY 2017/2018 Remaining to be Reimbursed $ 99,923.90
FY 2018/2019 Lifeguard expenses incurred from
7/1/18-12/31/18 $ 93,095.31
Amount of this request $193,019.21
This program is directly related to tourism to protect vacationers and
visitors as they swim and enjoy the beach strand in the incorporated Town
limits of Kure Beach. Visitors are attracted to the beaches that offer
lifeguard services, particularly those with young children and older adults.
The Kure Beach Lifeguard Program budget indicates amounts previously
received and the amount of this request. (2006)
The Town of Kure Beach respectfully requests funds for expenditures that
were incurred for the Pleasure Island Chamber of Commerce Free Summer
Concerts held during the Summer of 2018 (FY 2018/2019).
The six free summer concerts, held at the Fort Fisher Military Recreation
area, attract tourists to Kure Beach by providing an enjoyable and
affordable venue. The expenditures for FY 2018/2019 total $8,800. (2006)
The Town of Kure Beach respectfully requests funding for expenditures that
were incurred for the 2018 Kure Beach Fantasy Christmas Show. The Show,
coordinated by the Kure Beach Volunteer Fire Department, consisted of
three performances on the evenings of December 7 to 9, 2018.
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The annual event provides family entertainment for tourists visiting Kure
Beach and includes singing, dancing and holiday-related stories. FY
2018/2019 expenditures total $5,054.16 (2008)
The Town of Kure Beach respectfully requests funding for expenditures that
were incurred for entertainment provided at the Ocean Front Park during
the summer and fall of 2018. The entertainment included concerts, story
time, the Kure Beach Market and other family-oriented activities. These
events attract tourists to Kure Beach by providing enjoyable and affordable
entertainment. Expenditures were as follows: (2013)
Concerts: $14,450.00
Family Activities: $ 5,800.00
Kure Beach Market: $ 5,112.50
Amount of Request $25,362.50
Supporting documentation for each of the above has been provided.
Total funds are available in the amount of $232,235.87.
\[Motion made by Anne Brodsky, seconded by Jason Bryant and unanimously
accepted to approve TDA funding in the amount of $232,235.87 for expenses
incurred for the above items.\]
ITEM #5 – RECOVERY CAMPAIGN PRESENTION – CLEAN AND FRENCH
WEST VAUGHN (FWV)
Our ad agencies, starting with Amanda and Tom Hickey at Clean presented a
Hurricane Recovery Overview. Some of the areas discussed -
Creative Overview:
Creating a singular umbrella
Creative objectives
Display of digital pieces
Expandable display banner with video
e blast
Social media
Campaign Overview:
Audience targeting with the primary state being NC, secondary states –
Ohio, Virginia, Pennsylvania, South Carolina, Washington, DC, Georgia,
Tennessee, Maryland
Went over flow charts for 2018-19.
Media Summary discussed to include website traffic (organic and paid traffic
overview.)
Under campaign analysis: Showed that 62% were female with an age group of 25-
64. Top locations researched with the campaign were Charlotte, Atlanta,
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Washington, DC, Philadelphia, Raleigh, Nashville. On paid media campaign, 16%
of all users went to Wilmington CVB website during campaign time frame.
In an analysis of the campaign summary: Search - $70,000 spent (806,966 total
impressions, 7,880 total video clicks.)
Discussed programmatic display/video with a total of $94,750 spent on this; e-Blast
– total of $45,000 spent.
VISITNC perception study re Hurricane Florence has not impacted travel plans.
Clean does not think we have much to worry about for spring and summer months.
Says on campaign insights – Get Out Early. Consider different messages in NC
versus out of State.
Shay Carter with French West Vaughn (FWV) did a recap on public relations,
social and group.
Said in Phase I (Public Relations for October-December – did interviews on popular
shows.
Organic Social Media – the key is sharing with industry partners.
Paid Social Media – focused in state (Charlotte, Raleigh, Greensboro) – 1.1 million
video views.
Did overview on paid influence campaign; on celebrity collaborations, One Tree Hill
cast used Wilmington hash tags#.
Reviewed media and public relations; on paid media focused on digital; public
relations was challenging, but was surprised post hurricane.
Chairman Nicolas Montoya asked what the plans were for moving forward. Clean
advised the need to be careful in going forward as far as allocating the budget, etc.
Also discussed what if something happens again (should get as close to the event as
possible.) Timing would be critical.
Mayor Bill Saffo said we should be advertising in the off-season months. We know
we can get tourists during the spring and summer. What we need is business during
the shoulder months when tourists can get better rates. Says it is a glaring issue he’s
been dealing with since he has been here. Says there is definitely a segment of the
population traveling during the off months.
Further discussion on this from other Board members.
Nicolas says this gives us a blue print to work on. We also have a Strategic Plan
which we are about to launch. Based on this information, it is something we can
seriously consider and how we can make the best use of something like this.
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Anne Brodsky said she felt our community was coming together and becoming more
unified.
ITEM #6 – STRATEGIC PLAN UPDATE– KIM HUFHAM
Kim briefly went through the Strategic Destination Plan Update. Don Anderson of
DCG, along with the Board, worked on coming up with the top destination
challenges. From the 7 top challenges, we came up with over 20 strategic goal
initiatives that were identified. Kim went through these and identified what they
are. The Board is excited about this as we go into the more holistic approach of
marketing.
The top destination challenges consisted of:
Highly seasonal leisure travel destination
Shortage of qualified visitor industry professionals (lots of conversation and
interest in this one
Low countywide public understanding of tourism
Inadequate attention to quality visitor experience development
No agreed-to sustainable funding source for beach renourishment
Insufficient cooperative group meeting/convention center marketing and
sales mandate
Fragmented approach to destination marketing and sales effort
The 20 Strategic Goal Initiatives:
Clarify destination brand identity consistency in alignment with promotion
partners (2019/2020-21.
Garner support and execute a refocused holistic, targeted best potential
leisure/group travel segments and measurable destination marketing and
sales plan with additional promotional programming (2019/20 – 2021/22)
Strengthen out-of-state brand marketing awareness and promotions( 2020/21
– 2021/22)
Investigate and initiate marketing opportunities for leisure and VFR
promotional plans (2019/20-2020/21)
Determine and activate a multiyear applied marketing research program
(2019/20-2021/22)
Formulate and implement a coordinated county wide convention sales and
services strategy including memorandum of understanding (MOU) among
DMO, Wilmington Convention Center and hotels (2019/20-2020/21)
Develop a visitor services strategy including relevant digital communications
and visitor information center presence (2019/20-2020/21)
Prepare an agreed-to destination development strategy/tourism master plan
including 2030 destination/tourism vision and DMO specific roles (2021/22)
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Develop and deliver an effective destination/hospitality brand host training
program (2020/21-2021/22)
Support to tourism/hospitality workforce development (2019/20-2021/22)
Formulate and execute a comprehensive special interest tourism strategy
with related evaluation (2019/20-2020/21)
Develop an ongoing program to disseminate destination/TDA/CVB tourism
importance/value with key messaging (2020/21-2021/22)
Prepare and implement a stakeholder/resident communications plan
(2019/20-2021/22)
Engage fully with TDA and civic leadership on key issues of critical
importance to the tourism industry (2019/20-2021/22)
Investigate and apply for the Destination Marketing Accreditation Program
(DMAP) designation (2021/22)
Approve updated strategic plans tied to annual marketing/operational plan
with budget (2019/20-2021/22)
Evaluate and advise on an effective TDA/CVB and beach community
marketing budget planning process and committees organization (2019/20)
Prepare and invest in an ongoing TDA and CVB professional development
program (2020/21-2021/22)
Enhance destination/CVB performance dashboard accountability reporting
(2020/21)
Assess current TDA/CVB funding competitiveness with opportunity
recommendations (2020/21)
Kim reported that additional funding would be needed for 2019-2020
implementation for website development (2 budget cycles of $37,500 each and our
research projects (Visitor profile and economic profile. Would like to ask for an
amount of $112,500 out of fund balance. As of 6/18, there is $1,171,000 available.
Kim said we would definitely like to start working on the new website now.
Would like to have a motion to move forward with these projects when we present
the budget in May.
Nicolas said these are some monies we are trying to bring into the budget. This is
part of the process we are going to pursue with Kim keeping us abreast of what we
are going to do with Simpleview, etc., and research companies for our research
projects which will need to be looked at.
\[Chairman Nicolas Montoya made a motion to request the additional
funding of $112,500.00, seconded by Anne Brodsky and unanimously
approved for the funding to come from fund balance as presented in the
Budget at the May TDA Board meeting.\]
Kim noted that the next steps will be getting budget approved (to include above
funding) at the May TDA Board meeting, detailed steps of tactics for our Program
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of Work (first 11 steps have been identified for that), working with Executive
Committee on goals.
Kim also discussed the WWII designation. We will have PR on this once officially
approved by President Trump.
ITEM #7 – SLATE OF OFFICERS FOR 2019 – NICOLAS MONTOYA
Chairman Nicolas Montoya said the Executive Committee had met and is ready to
present a Slate of Officers for 2019. He also indicated he would be staying on the
Executive Committee for the next year as the immediate past Chairman and wants
to continue on the Strategic Plan in an aggressive manner and continue moving
forward.
The Slate of Officers being recommended:
Daniel Perkins – Chairman
Jason Bryant – Vice-Chairman
Angela Rhodes – Secretary
Lisa Wurtzbacher – Treasurer
Asked if there were any other recommendations. As there were none, asked for a
motion to accept the Slate of Officers as presented.
\[Motion made by Mayor Craig Bloszinsky, seconded by Anne Brodsky and
unanimously approved to accept the Slate of Officers for 2019 as
recommended by the TDA Executive Committee.\]
Nicolas mentioned that if anyone else is interested in sitting on the Executive Board,
to let the Board know.
ITEM #8 – PRESIDENT’S COMMENTS – KIM HUFHAM
President/CEO Kim Hufham reviewed upcoming events and meetings:
NC Legislative Day and Legislative Breakfast.
VISIT 365 Conference (hosting VISIT NC 365 conference (March 31-April 2;
March 29-31 hosting VISIT NC 365 media FAM tour (3 national media/6 in-
state.)
Strategic Plan (continuation of plans of action, etc.)
FY 19-20 Strategic Plan and budgets.
National Tourism Week – Locals’ Guide (May 5-11).
Spring Campaigns.
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Recovery Campaign wrap up.
Point of interest – 3 of the April/May bookings are Top Gun sports. They
just signed 10 contracts with us (7,600 room nights all in calendar year 2019.)
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April 9 – Convention District strategy meeting
May (TBD) – Hospitality Industry Partners meeting, DOS and sales staff.
Upcoming shows/industry meetings include: NASC, Global Meeting Day,
MPI – Potomac Chapter, AENA Spring Conference, PCMA – Capital
Chapter, MPI –Carolina Chapter.
April 24-25: VISIT NC New York Media Mission.
ITEM #9 – OLD BUSINESS/NEW BUSINESS
N/A
ITEM #10- CHAIRMAN’S COMMENTS – NICOLAS MONTOYA
Nicolas says this body has a responsibility to take all of the things we are learning
and really advocate for tourism and visitors. Trying to set up this Board to be more
active and more dynamic and take this type of information and be more fulfilling
with it. The fact is this budget is really not improving a lot so we need to find
different ways to be better at what we’ve been doing based on the money that we
have. Said we are committed to being more of a working committee. As you look at
the flow chart, you’ll see some of the Executive Committee’s initials by items to help
Kim and the staff in the process to make the Strategic Plan more of a reality.
Additional information located in Exhibit Book XIII.
Adjourn: 7:30 p.m.
Next meeting – Wednesday, May 29, 2019
______________________________ __________________________
Kim Hufham, President/CEO Daniel Perkins, Secretary
Minutes located in TDA Board Minutes Book XIII
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