Town of Blowing Rock
Tourism
Development Authority
Minutes –
October 4, 2005
Vice-Chair Kent Tarbutton was absent.
Call to Order
Chairperson Keele called the meeting to order and welcomed the members and guests. He advised that Vice-Chair Tarbutton was out of the country.
Approval of Minutes – September 6, 2005
Chairperson Keele
entertained the approval of the September 6, 2005 meeting minutes. Motion by Member Pickett and
seconded by Member Tester to approve the September 6, 2005 meeting minutes. Unanimously approved.
Chairperson Keele stated that Jeff Clark, Executive Director of the Hayes Performing Arts Center, would like to make a few comments to the Authority. Mr. Clark requested time on a future TDA Agenda to update the Authority on the Hayes Performing Arts Center activities. It was consensus of the Authority to place the item on the November TDA Agenda.
Finance Officer Margaret Pierce then reviewed monthly financial statement and the FY 2005-06 Occupancy Tax collections year-to-date through August 2005. She stated that August revenues, totaling a gross of $91,263.12, were up compared to August 2004.
Ms. Pierce also advised that expenditures for the year were in line with projections.
Member Tester asked for a clarification of the occupancy tax revenues. Ms. Pierce reminded the Authority that revenues shown for the month of August were for occupancy in August.
Report -
Chairperson Keele requested
that Interim TDA Director Lindsay Galvin update the Authority on the status of
various projects at the
Center Layout
All brochure racks were
relocated to the front room of the building in mid-September and coincided with
the Blowing Rock Art and
TV/Monitor
Quotations were received on
costs for a flat screen television to be placed above the fireplace. The
television would allow guests to view a Blowing Rock tourism video or the
weather channel. Quotes were in the range of $1,200 to $1,500. This item is on
hold until additional research is acquired on a wireless product.
Computer System
David Sechrist, of Sechrist
Consulting, examined the
Telephone System
Appalachian Technologies has
completed reprogramming of the
Security System
Creekside Electronics has
scheduled installation of the security system for the
Chairperson Keele stated the
layout change looks great and seems to have improved the efficiency of the
center.
Report - Advertising/Marketing/Web site
Member Drury updated the
Authority on the status of various projects of the Advertising/Marketing/Web
Site Committee.
Advertising Plan
Member Drury reviewed with
the Authority the Co-op Marketing Survey results and the TDA Advertising
Schedule. She stated that of the 130 co-op surveys mailed – 17 responded with
an interest for co-ops ads. Of those responses, 14 of those 17 have placed ads (Attachment #1).
She then reviewed the FY
2005-06 Ad Schedule (Attachment #2).
Member Tester asked about
the breakdown of participation in the co-op ad opportunities, i.e. hotels,
restaurants and retail. Member Drury responded that there was a good mix of all
three groups.
Member Tester suggested that
“
Member Drury also advised
that there was not much interest in co-op ads in December, January and
February.
TDA/Chamber Joint Marketing Website, Map & Directory
Member Drury presented a proposed agreement between the TDA and Blowing Rock Chamber of Commerce regarding improvement to the visitor inquiry process, development of a joint website and single map (Attachment # 3).
Jim Smith also suggested the groups consider a one page tear-off map for utilization in hotels, restaurants and retail shops.
After a brief discussion, motion by Member Drury and seconded by Member Pickett to approve the proposed TDA/Chamber Internet & Co-Op Agreement. Unanimously approved.
Chairperson Keele thanked
everyone for the work in getting this agreement completed.
WC&T Agency Update
Member Drury stated Dave
Tomsky, Director of Public Relations with Wilson, Coman & Taylor, was
finalizing the Blowing Rock Press Kit to be mailed to over 100 travel writers.
He is scheduled to attend the November TDA Meeting to update the Authority.
Member Drury advised that
she would review the press kit packet and cover letter prior to mailing.
Video & Web Site
Member Drury and Interim
Director Galvin informed the Authority that Tom Santay had begun taping and
editing the tourism videos offered by the Village Inns and Chetola Resort for
use by the TDA.
Member Tester asked about a
time line of merging the TDA/Chamber web pages. Member Drury responded that
Nancy Santay, Lindsay Galvin and Heidi Lusk are working on the project and
would update the Authority at the next meeting. Interim Director Galvin stated
that web hosting in-house was also a possibility.
Member Drury also suggested
that they could provide a demonstration of the website at a future meeting
TDA Advertising Role
Member Drury stated
questions had been raised regarding the TDA’s advertising strategy and the
difference between Co-Op Advertising and TDA-only advertising. She referred to
the earlier discussed FY 2005-06 Advertising Plan and the role of both avenues (Attachment #4).
Member Drury stated that in Co-Op Advertising the TDA subsidizes a campaign financially by providing an overall image theme banner and allows local merchants to purchase specific ads at greatly reduced costs. This concept permits the local merchant/hotel/restaurant to purchase ads in out of the area markets by creating an economy of scale.
Member Drury stated that
TDA-only ads are more focused on the Blowing Rock image/message and designed to
promote tourism visits to the town through attractions, events and things to do
and not for promotion of any specific business.
Member Pickett agreed that
the TDA should not fund advertisements for a particular business. Jim Smith
concurred that the TDA should provide co-op opportunities but should not
advertise individual properties.
Member Tester responded that
the TDA sets the stage and individual businesses and the Chamber of Commerce
play on that stage. He stated that advertising individual properties was not in
sync with TDA goals/policies.
Chairperson Keele stated
that communication of the TDA advertising strategy was an ongoing educational
process. He announced that this month was time for the TDA annual update to the
community and that the advertising strategy could be a topic for discussion.
Chairperson Keele recognized
Michael Kebelbeck to discuss the Universal Gold Pass Card program with the
Authority.
Michael Kebelbeck stated
that he had recently established a new in-town business, Universal Gold Pass.
He advised that the business basically packages tourism in the area, utilizing
an electronic smart card (a coupon book via an electronic card). (Attachment #5)
He informed the Authority
that 64 vendors had signed up already and 40 more vendors were in process. The
card would provide tracking information and include a database, which would
provide valuable local marketing data. He stated he looked forward to the
opportunity to work together with the TDA.
Member Tester questioned
where and how he planned to market the card. Mr. Kebelbeck responded through
tab advertising in hotels, vendor web sites and key word searching utilization.
He also mentioned that the concept was franchiseable across the country. Once a
customer submits the application and payment of a projected $35 membership fee,
a program benefits brochure with an introductory letter and electronic card
would be mailed to the party. Participating locations would place a window
sticker in the window of their establishment.
Member Tester asked if he
planned to sell the tracking data that was collected. Mr. Kebelbeck responded
that a general report would be available to the merchants that participated in
the program and that data would not be for resale. He further stated that a
monthly or quarterly database newsletter could be produced for those in the
program.
He mentioned that he would
like to display information about the program in the
Chairperson Keele asked if
this program is similar to a program utilized in the Outer Banks. Mr. Kebelbeck
replied that
Mr. Keele questioned the
privacy of individual information in using the program. Mr. Kebelbeck stated
that the reports would be aggregated by zip codes, and would not include
personal data.
Member Tester stated that
this was an interesting concept, but sponsorship or endorsement by the TDA was
not a good idea.
Mr. Kebelbeck stated at this
point he was only exploring the opportunity for a relationship with the TDA and
suggested the possibility of sharing website links. He further suggested that
the
Members Drury and Pickett
requested that Mr. Kebelbeck stay in touch with the TDA as this business
venture progresses.
Chairperson Keele expressed
some concern about “discounting” of the area and what impact that might have on
who we attract. He mentioned that Hilton Head, SC had issues with a somewhat
similar program several years ago.
Chairperson Keele thanked
Mr. Kebelbeck for his presentation and requested that he keep the Authority
informed on program developments.
Master Signage Plan
Ex-officio Member Hildebran
stated that the Blowing Rock Town Council approved the Phase II signage plan
(new directional and downtown welcome signage) for the Town of
Mr. Hildebran also advised that the existing street corner signs are scheduled to be replaced in future phases of the Master Signage Plan with kiosks. He further stated that individual merchants could replace their existing signs during this interim period at their cost. He requested that any one interested in replacing their sign to contact Sonya Long at Town Hall.
Discussion of
Ex-officio Member Hildebran stated that the Blowing Rock Town Council agreed to request the Watauga County Board of Commissioners to explore the feasibility of out-of-town Blowing Rock area hoteliers be included in Blowing Rock tourism at their September meeting.
Discussions have been held with
the four-(4) close-by lodging establishments to seek their interest in becoming
affiliated with the Blowing Rock TDA. Alpine Acres Motel, Blowing Rock Lodge,
Roaring River Chalets and the
Mr. Hildebran stated that it is anticipated that the County would likely take up the occupancy tax and our request before the end of the year.
Report – Blowing Rock Chamber of Commerce
Chairperson Keele welcomed Chamber of Commerce Executive Director Charles Hardin to provide an update on Chamber of Commerce activities.
Mr. Hardin stated that the
Chamber was continuing work on the 2006 Blue Ridge Wine Festival. He then
distributed 2006 Wine Festival, 2006 Art in the Park and 2006 Winterfest rack
cards to the Authority for their review. (Attachment
#6)
He reminded the Authority of upcoming Chamber events – Cruise-in/Jam-in (10/7), Concert in the Park (10/15), and Gallery Stroll (10/18).
Chairperson Keele thanked Mr. Hardin for his attendance.
Report - TDA
Executive Director
Chairman Keele stated the next
item on the agenda was a report from the TDA Executive Director. Interim
Executive Director Galvin provided a TDA Executive Director Monthly Report for
Board review (Attachment #7). Ms. Galvin discussed the daily and
monthly
She also informed the Authority of a future tourism exhibition opportunity via Our State magazine to be held in June 2006.
Chairperson Keele thanked her for the report.
Other
Melissa Pickett discussed placing menu notebooks in all Blowing Rock hotel rooms. She requested that the TDA consider funding the purchase of notebooks and sheet protectors for the project with anticipation of completing the project by Spring of next season.
Member Tester stated that Sharon Lyles, a tenant in Watership Downs, had approached him about a similar project.
Blowing Rock Chamber President Pam Vines suggested that the new 2006 Blowing Rock Chamber of Commerce Directory might also be placed in hotel rooms.
The Authority recommended that Ms. Pickett obtain further information on the concept and return at a future meeting.
Closed Session
Upon motion of Member Pickett and second by Member Drury, the Authority convened at 3:40 p.m. in closed session pursuant to - N.C.G.S. 143.318.11 (a)(6) for discussion of personnel issues.
At the conclusion of the
discussions, the closed session was adjourned at 5:10 p.m.
Recessed Meeting
With no further business, motion by Member Pickett and seconded by Member Drury to recess the meeting until Friday, October 21, 2005 at 8:00 a.m. Motion unanimously approved. Chairperson Keele recessed the meeting at 5:10 p.m.
______________________________
Scott E. Hildebran, Secretary
Attachments
#1 - TDA Co-op
Marketing Survey
#2 - TDA Advertising
Schedule
#3 – TDA/Chamber
Agreement
#4 - TDA Co-Op Ads
#5 -
#6 - Rack Cards
(Winterfest, Wine Festival, Art in the Park)
#7 - TDA Executive
Director Monthly Report