Agenda - 02-17-2009 - 4g - Laserfiche WebLink

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ORANGE COUNTY BOARD OF COMMISSIONERS ACTION AGENDA ITEM ABSTRACT Meeting Date: February 17, 2009 Action Agenda Item No. SUBJECT: Sales Contract Between the Visitors Bureau and the Hyland Group DEPARTMENT: Orange County Visitors Bureau PUBLIC HEARING: (YIN) No ATTACHMENT(S): INFORMATION CONTACT: One-Year Contract Beginning March 1, Laurie Paolicelli, 968-2064 2009 Summary of Minutes from Visitors Bureau Board Meeting Summary from Executive Director Laurie Paolicelli on State of Occupancy and Tourism in Orange County PURPOSE: To request Board approval for a contract between the Visitors Bureau and the Hyland Group, a sales firm in Washington, DC that works with visitors bureaus to increase leads and bookings for facilities and hotels. BACKGROUND: Last year the BOCC voted to increase the County's occupancy tax by 1%, with revenues directed to the Visitors Bureau to market and sell tourism to Orange County. Orange County hotels requested the Bureau use these additional revenues to increase the variety and number of group meeting leads in the hopes of converting these leads into bookings for Orange County hotels. At the Visitors Bureau's August 2008 meeting, incoming and now Chair Mark Sherburne informed board members local hotels had started meeting on a regular basis as part of revitalized lodging association for Orange County. Results of the meetings included on-going discussions on declining occupancy as a result of new hotels in Orange County, a weakening global economy and the addition of 1,200 new hotel rooms in Durham. The hotels overwhelmingly wanted the Visitors Bureau to consider using a sales arm to generate new leads. A sales firm, in addition to the Bureau's program of work, would help guarantee that new business was booked and Orange County's occupancy remained at no less than 65% aggregate. The hotels also asked for increased advertisements in the group market and new market pursuit. The Visitors Bureau Board voted to have Laurie Paolicelli, executive director of the Visitors Bureau, conduct a search for a sales firm that would increase leads and bookings for area hotels. This search led to receipt of a proposal from the Hyland Group, and the Visitors Bureau Board approved a proposed contract with the Hyland Group on January 29th (Minutes attached).