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1 <br /> O R A N G E C O U N T Y <br /> BOARD OF COMMISSIONERS <br /> ACTION AGENDA ITEM ABSTRACT <br /> Meeting Date: March 15, 1994 <br /> Action Agenda <br /> Item # X-9 <br /> SUBJECT: <br /> Visitors Bureau Progress Report <br /> DEPARTMENT: PUBLIC HEARING: Yes X _No <br /> Chapel Hill/Orange County Visitors Bureau <br /> ATTACHMENT (S) : INFORMATION CONTACT: <br /> #1: Annual Report (Under separate <br /> cover) Shelly Green, Director <br /> TELEPHONE NUMBERS: 968-2060 <br /> PURPOSE: The purpose of this report is to update the Board of Commissioners on the progress of the <br /> Chapel Hill/Orange County Visitors Bureau. <br /> BACKGROUND: In September of 1991, the Orange County Board of Commissioners adopted a resolution to <br /> levy a room occupancy tax of 1% on the gross receipts derived from the rental of any room, <br /> lodging, or similar accommodation in the county. An interim Board of Directors was <br /> subsequently appointed by the Commissioners, who oversaw the formation of a county <br /> Visitors Bureau and the hiring of a Director. The Bureau has been operational for <br /> approximately 20 months now. <br /> Additional documents available for your review: <br /> 1993-94 Marketing Plan The current program of work for the visitors bureau, the <br /> marketing plan was developed with staff, board, and community input. The plan includes an <br /> assessment of the current situation, trends in the travel industry, specific goals and programs <br /> to be implemented in 1993-94, and a competition analysis of other communities. <br /> Collateral Materials Collateral materials produced in the first year of operation include a <br /> comprehensive Visitors Guide to Orange County, a Guide to Accommodations, and a <br /> Calendar of Events produced six times annually. <br /> Cost-Benefit Analysis A graduate student in International Development at NC State <br /> University completed a cost-benefit analysis of the Chapel Hill/Orange County Visitors <br /> Bureau for a class project. His study shows that an additional $2 million was injected into <br /> the local economy (above and beyond the normal increase that would have occurred) after <br /> the formation of the bureau. An Executive Summary of the study and the complete study <br /> are available. <br /> RECOMMENDATION: The County Manager recommends the Board of Commissioners accept the report for <br /> information. <br />