Town of Blowing Rock
Tourism
Development Authority
Minutes –
January 11, 2007 Planning Retreat
Call to Order
Chairperson Keele called the meeting to order and welcomed the members to the TDA Planning Retreat and reviewed the proposed meeting agenda.
Occupancy Tax Collections/Financial Status - Budget
Finance Officer Margaret Pierce reviewed occupancy tax collections for the previous years since an increase in the tax rate to 6%. Calendar Year 2006 showed an increase of 6.44% over Calendar Year 2005, excluding the month of December 2006. Ms. Pierce also advised that expenditures for the year were in line with projections.
The Board briefly discussed the need for analysis of the revenue patterns. Issues that effect occupancy revenue include: the school year calendar, enforcement of the 28-day rental policy, total room count, weather, national trends – such as Average Daily Rate & Occupancy, etc.
The Board
also compared their occupancy revenues to the Town of
Marketing Efforts
Advertising/Articles/Publications
Member Drury briefly
reviewed the FY 2006-07 TDA Advertising plan and a publication list with the
Authority (Attachment #1). She
advised that Heidi Lusk was the primary architect of the ad campaign. All
advertisements have been oriented toward event information.
She advised that the co-op
opportunities have had limited success. The Authority discussed utilizing the
High Country Host and the Chamber of Commerce for primary co-op advertising and
the TDA focusing on more regional efforts. They also discussed the utilization
of strategically placed billboards.
The Board agreed to divert
marketing funds allocated to Marquee
Magazine instead of Metro Magazine.
Tracking
The Board stressed the need to track the success of marketing efforts – i.e., utilize specific 800 #’s and internet domains during promotions, and usage of readership request response information if available.
Members also suggested utilizing visitnc.com as a way to track via internet hits.
WC&T
The Authority emphasized the
need to continue to utilize public relation services. Member Drury commented on
all the Blowing Rock articles in publications and that this was a result of the
TDA public relations consultant. The Board complimented the work of Dave
Tomsky, Director of Public Relations with Wilson, Coman & Taylor and agreed
to continue use of their services.
Website
Executive Director Brown
advised that the integration of the TDA and Chamber websites’ had greatly
improved the visitor website. He stated that he needed to acquire training to
maintain the website. The Authority agreed to pursue an e-newsletter, follow-up
with local merchants on web content and to continuously update and strengthen
website-lodging packages.
The Authority also discussed
the need of the Chamber of Commerce to coordinate downtown merchants – i.e.,
themes, programs, operating hours, etc. to enhance marketing potential.
Collateral (Visitor Guide, Map, Pamphlets, etc.)
The Authority agreed to finalize the production of the Visitor Guide and requested Director Brown to follow-up on the matter.
The Authority agreed to produce a
Blowing Rock Visitor Map and requested Director Brown to return with a proposal
for same in the near future (similar to the
The Authority suggested that
Director Brown investigate the need for more brochures during the interim
period until the Visitor Guide is completed.
Market Research/Survey Data
Vice-Chair
Tarbutton reviewed the final local market survey with the Authority. He
reviewed various data collected during event and non-event periods. (Attachment #2)
Most
survey respondents found Blowing Rock to be affordable and providing good to
excellent quality. Most respondents had income levels above $75,000 or greater.
Market areas included –
The Authority agreed to continue to perform local market research to understand our visitors needs.
Art in the Park
The Board expressed some concern with the Art in the Park product due the survey data, which seems to show the event negatively impacts downtown merchants. The Authority also stressed the need for higher end quality art merchandise during the event.
General Communications
The Authority discussed the need
to provide monthly information on TDA activities to the area newspapers – Blowing Rocket, Watauga Democrat, Mountain
Times, and High Country News – to
improve communications.
Staffing
Executive Director Brown recommended operating hours to include Sunday 12 – 5 p.m. from May to October and extending hours on Friday and Saturday to 6 or 6:30 p.m. He also stated that additional part-time staffing would be needed as seasons’ change and possibly the addition of a new full-time administrative assistant.
Mr. Brown also discussed training for all front line staff.
Equipment
The Authority expressed support for acquisition of the necessary equipment to provide visitors with a professional tourism center, i.e. – copier, building background music (Muzak), logo floor mats, baby changing station, regional map display, more wall informational signage displays, etc. They advised Executive Director to proceed with those recommendations.
Mr. Brown also recommended more integration of the telephone system to provide seamless customer service and the addition of background music with a seasonal/selling message for on-hold customers.
Building
Mr. Brown reported that overall the building was in good condition. He stated he would follow-up on basic building maintenance and landscape needs with the town and privately contract for work as needed.
The Authority suggested that Mr. Brown continue to review the staffing, equipment and building needs and include recommendations in his upcoming business plan.
Infrastructure Support
Parking Funding
The Authority pledged to continue
to support the funding of additional parking. They discussed support of the
concept for two (2) smaller facilities and better distribution placement such
as at the new
Streets/Sidewalks
Ex-offico Member Hildebran
reported that McGill Associates is currently developing a downtown streetscape
plan which would provided guidance on streets/sidewalks in the
Restrooms
Ex-offico Member Hildebran discussed the potential of using the town-owned old Ice House building for upgraded public restrooms. He advised that the building is currently rented to the Blowing Rock Stage Company and that both parties may be interested in using the building as a public restroom and visitor information display area. He stated he would follow-up on the issue.
Mr. Hildebran also updated the
Authority on the Town grant application for funding for the Robbins Pool Improvements.
He stated that the approximately $1,000,000 project would include public
restroom facilities adjacent to the
The Board welcomed the
improvements and also mentioned the need for public restrooms toward the south
end of
General Visitor Amenities/Personnel-Related Costs
The Board touched on the fact that visitor events create additional costs to town infrastructure and town personnel-related costs, such as police, emergency medical, public works and general maintenance. They suggested that the various events consult with the town during the event development stage to insure equitable arrangements are made. The Board also reiterated their continue support of funding for town infrastructure.
Master Signage Plan
Ex-offico Member Hildebran reported on progress to
install new regulatory signs throughout town and on the planned information
kiosks. He advised that the Town had
received approval from the N.C. Department of Transportation for the regulatory
signs and construction was underway. The signs should be installed in the next
6 to 8 weeks. The kiosks are being
designed for summer installation in Memorial Park, the parking on
Authority members requested the completion of the kiosks at the earliest convenience.
Event Activities
Development and Involvement
The Board discussed several strategies, including development of quality events, mid-week activities and continued implementation of satisfaction surveys of the visitor experience. It was the consensus that a positive visitor experience is the key to the future of Blowing Rock tourism. The Board also discussed the issue of funding event programming.
The Authority discussed their role in
development/promotion of special events and the need for a coordinated effort
of various groups in order to insure quality activities for visitors. The Board
requested that Director Brown develop relationships with all event coordinators
in order to gauge the participation needed by the TDA. Mr. Brown stated he
would begin with individual meetings with event organizers. The Authority
agreed to continue to monitor this issue and their future role.
Grant Allocations (Event & Marketing Partnerships)
The Authority reviewed the current marketing partnership with events via providing advertising/marketing/public relations support. The Authority agreed to continue to access their role in supporting events through partnerships.
After much discussion, the Authority requested new Executive Director Brown to investigate the matter and review other TDA event/marketing processes and come back to the Board with recommendations.
Event Funding Requests
Director Brown shared two funding requests from the Chamber of Commerce – Wine Festival and Mitford Days, $10,000 and $15,000 respectively. (Attachments #3 & #4) The Authority discussed the current funding allocated to marketing/PR and the TDA role of being a marketer of events.
The Authority requested that Director Brown obtain more detail on the requests. Also, the Authority reiterated their policy of not providing cash grants but providing advertising/marketing assistance.
Winterfest Radio Spot
Director Brown presented two
(2) new 2007 Winterfest radio advertisement spots that will be aired in
Economic Development
Tourism Planning Assistance
The Authority discussed the importance of support to
lodging, dining and retail businesses. The Board suggested that this was
probably a Chamber of Commerce role but agreed to continue to explore the
issue. Also, agencies such as SCORE, Appalachian State University,
Lodging Stock Maintenance/Improvement
The Authority discussed the importance of maintaining quality accommodations for visitors to Blowing Rock. The Board agreed to continue to explore its’ role in this area.
Transportation
The Board discussed providing alternative transportation during Memorial Day, July 4th and Labor Day via a bus. Vice-Chair Tarbutton offered the Authority the use of the Chetola 27-seat bus for those occasions at no charge, as a way to gauge usage. The TDA would only have to provide a driver, fuel, and insurance.
The Authority was informed that the Chamber of Commerce had leased a trolley bus for nine (9) days this year for such events as Art in the Park, Mitford Days, and the Wine Festival. Costs for trolley rental are in the range of $1,100 to $1,200 a day.
Other
Government Rate
Vice-Chair Tarbutton suggested that the Authority work
toward getting
Business Market
The Authority discussed marketing the area for business retreats as a way to increase weekday overnight stays.
(Avian Influenza) Bird
Flu
The Authority briefly discussed (Avian Influenza) Bird Flu and steps the TDA could take to minimize tourism disruption to the area and ways to make the area a safe environment.
Contingency Planning for US 321
The Authority discussed developing a contingency plan for the U.S. 321 widening scheduled in the coming years to mitigate any tourism effects due to the construction.
Executive Director & Board Roles/Responsibilities
The Authority reviewed the roles/responsibilities of the TDA as well as the Executive Director. The Board viewed the Authority as the Board of Directors, focused on policy and vision and the Executive Director as the Chief Executive Officer, focused on day to day operations.
TDA Strategic Plan
The Authority briefly reviewed their 2004 Strategic Plan and their accomplishments to date and agreed that that the plan was outdated. The Board discussed the importance of staying within the boundaries of the Town Comprehensive Plan.
At the request of the Board, Member Tester agreed to update the plan and bring a draft back to the Board for review.
Based on the direction and vision provided at this retreat, the Board requested that Executive Director Brown begin development of a business plan for FY 2007-08 for review.
The Authority members agreed to assist Mr. Brown as needed.
Authority Meeting Schedule
Chairperson Keele briefly discussed the establishment of a standard meeting schedule. The Authority agreed by consensus to approve the following meeting schedule – Quarterly, in January, April, July, and October and in May and June for budget purposes. All meetings except a TBA planning retreat meeting, would be held on the first Tuesday of the month and begin at 8:30 a.m.
Adjournment
With no further business, motion by Vice-Chair Tarbutton and seconded by Member Pickett to adjourn the meeting at 3:10 p.m. Motion unanimously approved.
______________________________
Scott E. Hildebran, Secretary
Attachment
#1 - TDA Advertising
Proposals & Publication List
#2 - Data Survey
#3 - Funding Request
(Wine Festival)
#4 - Funding Request
(Mitford Days)