Town of Blowing Rock
Tourism
Development Authority
Minutes – December
4, 2007
Call to Order
Chairperson Keele called the meeting to order and welcomed the members.
Approval of Minutes – October 2, 2007
Chairperson Keele
entertained the approval of the October 2, 2007 meeting minutes. Motion by Vice-Chair Tarbutton and seconded by Member Pickett
to approve the October 2, 2007 meeting
minutes as presented. Unanimously approved.
Chairperson Keele introduced Finance Officer Nicole Norman and requested her to review the FY 2007-08 budget to date.
Ms. Norman then reviewed the monthly financial statement and the FY 2007-08 Occupancy Tax collections year-to-date through October 2007. She stated that October revenues, totaling a gross of $111,083.96, were up compared to October 2006, with outstanding penalties due from one establishment. Ms. Norman also advised that revenue and expenditures for the year were in line with projections.
FY 2006-07
Annual Audit Report
Chairperson Keele introduced Secretary Hildebran to review the FY 2006-07 audit.
Secretary Hildebran stated that the report came with a clean opinion and that the audit complies with the Governmental Accounting Standards Board 34 requirements. Mr. Hildebran stated that the TDA ended the fiscal year with $422,054 in net assets compared with $275,749 in FY 2005-06. The year-end fund balance totals $409,900.43, with $301,280.80 reserved (occupancy tax income) and $108,619.63 unreserved (non-occupancy tax income).
Of the $301,280.80 reserved balance, an audit appropriation to the town - $4,990 and a budget amendment - $32,100 reduces that amount to $264,190.80. The Authority established a policy to set aside 50% of its 2/3rd occupancy expenditure proceeds as a fund balance goal – which based on the FY 2006-07 budget equals $241,690. Based on the fund balance policy, $22,500.80 remains available for appropriation.
Of the $108,619.63 unreserved balance, a non-cash visitor center start-up donation of $22,412.05 reduces that amount to $86,207.58. The $86,207.58 remains available for appropriation.
After a brief discussion,
motion by Member Drury and seconded by Member Picket to accept the FY 2006-07
Annual Audit Report as presented. Unanimously
approved.
(Attachment #1)
Mr. Hildebran then presented a FY 2007-08 Audit Contract with Combs, Tennant & Carpenter, P.C. for Authority consideration. Motion by Vice-Chair Tarbutton and seconded by Member Tester to adopt a FY 2007-08 Audit Contract with Combs, Tennant & Carpenter, P.C. for $4,500 as presented. Unanimously approved. (Attachment #2)
Budget Amendment – Parking Facility
Ex-officio Member Hildebran then reviewed a proposed budget amendment which transfers $86,205 in unreserved fund balance to the Town for the American Legion Parking Facility for Authority consideration (Attachment #3).
Upon motion of Member Pickett and second by Vice-Chair Tarbutton, the Authority approved the budget amendment as presented. Motion unanimously approved.
The Authority briefly discussed the impact of the recently approved American Legion Parking Facility and the impact on Chamber of Commerce Art in the Park. Mr. Hildebran advised that based on the proposed construction schedule, only the September and October events would be impacted – and that the relocation of the Fire-Rescue facility from downtown would produce additional parking in the vicinity.
The Authority suggested that town
staff look into the feasibility of holding Art in the Park on
The Authority also discussed the Chamber of Commerce and their steps at reorganization. It was the consensus that the TDA concentrate on visitor activities and that the Chamber become more of a true chamber of commerce.
Marketing Efforts
Advertising/Articles/Publications
Executive Director Brown updated the Authority on the
TDA advertising plan. He advised that the print media is going well and that
the TDA is using electronic media when appropriate. He stated that Heidi Lusk continues
to design the bulk of the advertisements.
WC&T
Dave Tomsky, of Wilson, Coman & Taylor, stated that he is pleased with the ongoing articles
and publications highlighting Blowing Rock. The Board complimented the work of Mr. Tomsky.
Website
Executive Director Brown
advised that continual maintenance of the TDA website had greatly improved the
visitor website, especially keeping the information fresh and content populated.
He mentioned several new components such as ski resort webcams, snow reports,
photography as well as the recent leaf season reports.
Member Drury commended the
changes but expressed a need for a more simplified entrance page design. The
Authority suggested that Executive Director Brown investigate the possibility
of a website redesign in the next year. Mr. Brown concurred. He then suggested
that the TDA consider acquiring the www.blowingrock.org web address. The Authority
agreed to further study the idea.
Collateral (Visitor Guide, Map, Pamphlets, etc.)
Executive Director Brown briefed the Authority on the new Visitor Guide, Tourist Map, Press Kits, etc. and the positive comments received on their implementation. He discussed their periodic update and printing schedule. The Authority expressed a desire to place the Visitor Guide at the new information kiosks. Mr. Brown replied that they would be located at the kiosks.
Market Research/Survey Data
Executive Director Brown informed the Authority that Appalachian State University Professor Dana Clark had agreed to take all of the local tourism survey data collected and have students analyze the data in the spring semester. Mr. Brown expects a synopsis of the data results by late spring.
Vice-Chair
Tarbutton informed the Authority that Mr. Clark had conducted a similar
analysis for Crae Morton at
The Authority agreed to review the market research data upon delivery of the report.
General Communications
Executive Director Brown mentioned
the positive reviews received on the new TDA Tattler Newsletter. He stated the new communication tool provided
weekly updates on activities/area events to local businesses. The Authority
also discussed the need to provide an annual update on TDA activities to the Blowing Rocket, as an avenue to improve
communications with local citizens.
Other – Area Ads
Vice-Chair Tarbutton suggested
the need for more general High Country ads (
The Authority briefly discussed
the role of the High County Host. Mr. Tomsky stated that the State of
Future Marketing
The Authority analyzed future TDA marketing.
Member Pickett recommended that TDA marketing focus on events as they provide tourists with something to do and a reason to visit Blowing Rock. Mr. Tomsky suggested a marketing focus on brand “image” advertising augmented with event ads.
Director Brown encouraged the
Authority to consider a return to “Crown of the
Member Tester suggested a blend of both image and event marketing and asked what would be the measure of success of the TDA marketing efforts. He stated that based on a historical perspective – the shoulder season occupancy is still down. He advised that the TDA has been successful in creating broad exposure for Blowing Rock but has had limited success in putting heads in beds. He suggested that the Authority define objectives to measure success.
Member Drury responded that there is both a micro and macro view of success. Vice-Chair Tarbutton stated that while rates are up, overall occupancy is down. They both suggested that the TDA must decide which variables are important.
Member Tester suggested the following measures-
Mr. Tomsky made the following observations-
Chairperson Keele discussed the impact of day trippers and the competition from the new known brand hotels in Boone.
The Authority discussed the various tourism surveys collected in the area from the visitor perspective. Member Tester suggested the need to also measure the perspective of the merchants, restaurants and hotels. The Authority briefly discussed the need for a market retail study (similar to Downtown Hendersonville, Inc.) of what brings visitors to Blowing Rock, what are they looking for, what products attract a certain type of visitor, their perception of what is here, what are our merchants expectations and what are our merchants experiences.
The Authority agreed that once the visitors are here the retailers must work to get them in the door.
Mr. Hildebran pointed out the explosion of new TDA’s across the state and the resulting of increase in competition for visitors and related marketing costs.
Mr. Tomsky suggested that the Town may need better creative marketing and that a full-service, turn-key agency may be the best approach. Member Drury advised that a Request for Proposals would be necessary and this approach would take a greater commitment of TDA resources.
The Authority agreed that if this approach was taken an RFP should include some measurement component to track success, including Average Daily Rates and Occupancy. Executive Director Brown agreed to follow-up on the issue and report back to the Authority.
Staffing
Executive Director Brown commended
the staff of the
He also informed the Authority of a recent article in National Geographic regarding Hilton
Head and a perception that Hilton Head has become “elitist” and “soul-less”. Mr. Brown complimented the visitor center
staff for their positive approach with visitors. Vice-Chair Tarbutton suggested
an on-going training program geared toward front-line employees could help
minimize those concerns.
Equipment
Executive Director Brown advised that the
Building
Mr. Brown reported that overall the building was in good condition. He stated he would like to increase the green space area outside the building and would investigate the landscape needs. Mr. Brown also mentioned some recent electrical work that was completed upon a complimentary inspection from the fire marshal.
Infrastructure Support
Parking
Ex-offico Member Hildebran
distributed a proposed construction schedule for the proposed American Legion
Parking Facility. (Attachment #4) He
advised that the project would be
bid in February and ground construction is planned to begin in September 2008.
He also stated that additional parking would be added on
Additional parking is planned at
the new
Streets/Sidewalks
Ex-officio Member Hildebran
reported that McGill Associates continues to work on a downtown streetscape
plan which would provide guidance on streets/sidewalks in the
Restrooms
Ex-officio 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. Mr.
Hildebran also stated that the proposed Robbins Pool Improvements Project
included public restrooms at
Executive Director Brown and Mr. Hildebran also recommended that the
restrooms be as automated as possible – from both a cleaning maintenance and
environmentally-conscious perspective. They also suggested the renovation of
the Memorial Parks restrooms.
General Visitor Amenities/Personnel-Related Costs
Mr. Hildebran stated that visitor events create additional costs to town infrastructure and town personnel-related costs, such as police, emergency medical, public works and general maintenance. The Board reiterated their continue support of funding for town infrastructure.
Master Signage Plan
Ex-offico Member Hildebran reported that the new
regulatory signs had been installed and the new information/directory kiosks
have been ordered. The signs should be installed in the next 6 to 8 weeks. The initial two (2) kiosks will be placed in
Memorial Park and at the parking lot on
Authority members briefly discussed the placement of a rolling event poster to be located at all kiosks to inform visitors of upcoming events.
Newspaper Racks
Ex-offico Member Hildebran reported on the progress
to remove newspaper racks from downtown sidewalks and install town-owned newspaper
modular units in designated locations. He stated units have been ordered for
Authority members expressed support for the improvements.
Event Activities
The Authority discussed their role in development/promotion of special events and the marketing partnership with events via providing advertising/marketing/public relations support.
Executive Director Brown then reviewed the grant process utilized by the Boone TDA in funding events. He advised the executive director reviewed requests quarterly and the maximum amount of funding was $2,000. He also elaborated on the difficult process of making funding decisions and how special allocations impact overall marketing.
Chairperson Keele recommended that the Authority focus on marketing and not individual funding allocations. Vice-Chair Tarbuttion agreed and advised that the TDA could increase marketing funding through elimination of the grant allocation. Member Tester suggested building event promotions into the overall marketing campaign and ad schedule.
Member Drury and Vice-Chair Tarbutton suggested that the event promoters work with Executive Director Brown as the yearly marketing plan is developed.
After some discussion, motion by Vice-Chair Tarbutton and seconded by Member Pickett to dedicate the TDA’s annual marketing and advertising budget to building the image and brand of Blowing Rock, to include the overall visitor experience, special events and activities as possible within budget limitations – therefore, no grants will be made to individual organizations for promotional purposes, beginning in the 2008-2009 fiscal year. Unanimously approved.
Art in the Park
The Board expressed some concern with Art in the Park,
which seems to negatively impacts downtown merchants. The Authority also
stressed the need for higher end quality art merchandise during the event and
the possibility of moving the event to
Update of TDA Strategic Plan
The Authority reviewed their 2007 Strategic Plan and made the following revisions –
BLOWING ROCK TOURISM DEVELOPMENT AUTHORITY
STRATEGIC PLAN
Vision
The
Blowing Rock Tourism Development Authority (TDA) will provide leadership and
primary funding, for developing and promoting tourism in Blowing Rock that will
position Blowing Rock as one of the premier travel destinations in the
To
develop and promote travel and
tourism to and within the town of Blowing Rock by executing a strategic
marketing plan with the goal of increasing the numbers of overnight guest and extending the traditional tourist
season.
Objectives
·
Maintain a strong level of tourism
promotion and support for the summer season.
·
Provide an increased level of tourism
promotion for the Spring, Fall and Winter seasons. Add “and conduct market tests.”
·
Provide short-term "focused"
tourism promotion to fill the gaps and draw the targeted tourist segment. Better define “targeted tourist segment”
·
Establish Blowing Rock as a
destination of choice for business and focused activity groups. Add “Place more emphasis on establishing Blowing Rock as a
destination of choice for business and focused activity groups. Produce
collateral for retreats and business travelers
·
Maintain a long-term tourism promotion
and support plan with the objective of developing the target tourism community.
·
Provide for tracking and measurement of
tourism activities and demonstrate measurable growth in a) Winter, Spring, and
Fall seasons and b) mid-week Summer season. Add “Place more emphasis on tracking
and demonstrate measurable growth in a) Winter, Spring, and Fall seasons
and b) mid-week Summer season by
utilizing Average Daily Rates, Occupancy, Internet and 800# hits.
·
Develop and maintain strong ties and
cooperative efforts with other local and regional tourism-based organizations.
·
Work with the Town to provide funding
for infrastructure support and advocate for continued improvements (i.e.
parking, traffic flow, information availability, etc.)
·
Develop, promote and support tourism in
Blowing Rock consistent with the Town of
·
Promote and support a business
environment that maintains and improves quality of life in Blowing Rock. Add “and the
quality of visitor we’re trying to attract in accordance with the Town
Comprehensive Plan.
Values
·
Promotes growth and stability in the
business community.
·
Supports the continuation of a high
level of quality of life in Blowing Rock.
·
Encourages the growth of "The
Arts" in Blowing Rock.
·
Encourages the utilization
of Blowing Rock's recreational and natural resources.
·
Provides a funding base for maintenance
and improvement of the town's infrastructure.
Strategies
·
Fund all activities from a 6% Occupancy
Tax to be levied on the "short term" rental business in the Town of
·
Fund both tourism promotion (2/3 of the
net tax revenue) and improvements to the infrastructure that supports tourism
(1/3 of the net tax revenue).
·
Focus the TDA on advertising and
·
Provide strategic planning and
oversight through the TDA Board and operational management through a paid staff
and volunteers.
·
Make strong utilization of
seasonal broad image advertising, internet and PR, with packages (hotel,
retail, attractions), coordination management and front line educational programs
for "in-season" promotions.
·
Utilize events and/or
activities (packages, sales, groups, studio strolls, the arts) to focus
the promotion efforts on "filling the gaps" (shoulder and off-seasons
and mid-week).
·
Use the results of completed surveys (ASU surveys, Smith Travel Research, AE, Visa/MC studies,
...) and other available data to develop a comprehensive understanding
of Blowing Rock's current tourism community and define the target tourism
community.
·
Operate a
·
Strengthen and expand the
TDA's efforts by maintaining strong working relationships with other area,
regional, state and national organizations (Chamber of Commerce,
Ÿ
Coordinate with
"interest groups" and utilize
approved projects/activities/documents (Parking Study, Comprehensive Plan,
etc.) to advocate infrastructure changes/improvements with the Town.
Goals
2007 - 2008:
·
Use the recently completed
analysis of the Blowing Rock tourism environment and other available data
sources to develop an understanding of the differentiated Blowing Rock tourism environment in
the context of tourism in The High Country (Local), State of
·
Provide funding and strategic planning
support for economic development activities in Blowing Rock. Address such concerns as; a) What can we do to influence the type of
business that locates in the village and on
·
Continue to provide funding
and planning support for the development of new parking facilities and people
movement in the village.
·
Develop a strategy for providing
funding support for the development and management of tourism events. Eliminate bullet
·
Develop a strategic plan for
synchronizing the TDA’s promotional efforts with the existing and developing
tourism-related businesses/activities in the community and region (i.e The
Community Arts Center, BRAHM, etc.) and take an active role in implementing the
plan.
Ÿ
Increase revenue measures by 6% in 2007
and 5% in 2008. Add occupancy rates
Vice-Chair Tarbutton also encouraged
the Town to re-consider the prohibition on the 28 day minimum rental rule.
Other Business
Upon the departure of Finance Officer Norman, Executive Director Brown, Assistant Director Fife and Mr. Tomsky, Chairperson Keele stated that the Authority had agreed to evaluate the performance of the Executive Director on an annual basis. It was the consensus of the Authority that Mr. Brown had performed admirably during his one-year tenure with the TDA.
After a brief discussion, motion by Vice-Chair Tarbutton and seconded by Member Drury to provide a $5,000 lump-sum bonus to Executive Director Brown for his service this past year. Motion unanimously approved.
Chairperson Keele reminded the Authority that the next TDA meeting is scheduled for April 1, 2008 at 8:30 a.m.
Adjournment
With no further business, motion by Member Pickett and seconded by Member Tester to adjourn the meeting. Motion unanimously approved. Chairperson Keele adjourned the meeting at 1:15 p.m.
______________________________
Scott E. Hildebran, Secretary
Attachments
#1 – FY
2006-07 Annual Audit Report
#2 – FY
2007-08 Audit Contract
#3 – Budget
Amendment
#4 – American Legion Parking Facility
Construction Schedule