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4 <br />About the Chapel Hill/Orange County Visitors Bureau and this Account <br />The Chapel Hill/Orange County Visitors Bureau-the tourism authority for the towns of Chapel <br />Hill, Carrboro and Hillsborough, North Carolina-is seeking agency services that entail creative <br />development of a tourism campaign; and on-line execution of the campaign with an ultimate <br />goal of garnering attention regionally while exploring new ways to break ground and motivate <br />travel to Chapel Hill/Orange County. <br />Mission and Purpose <br />The mission of the Chapel Hill/Orange County Visitors Bureau is to develop and coordinate <br />visitor services in the three Orange County towns of Chapel Hill, Carrboro and Hillsborough; and <br />to implement marketing programs that will enhance the economic activity and quality of life in <br />the community. The purposes for which the Bureau is organized are: <br />1) To position the towns of Chapel Hill, Carrboro and Hillsborough as a desirable vacation <br />destination to selected visitor markets, with careful consideration of the needs and assets of the <br />communities that comprise Orange County. 2) To encourage longer stays, increased spending <br />and repeat visits of travelers to Orange County. 3) To examine the range of visitor services <br />available, to identify unmet needs and to encourage private businesses to meet those needs, as <br />appropriate. The Bureau has six full-time staff members including an Executive Director, <br />Director of Sales, Communications Manager, Publications Coordinator, Administrative Assistant <br />and Visitors Center coordinator and has an annual operating budget of $700,000; with <br />approximately $200,000 earmarked for this campaign strategy. <br />Demographic Information <br />0 More than 80% of Chapel Hill's visitor-base is from the leisure market segment (note, the <br />0 Visitors Bureau does not have the word convention in its name due to absence of <br />Convention Center and significant meeting facilities). <br />0 Top markets are North Carolina, Virginia, and Georgia; Average age is 49 <br />0 Top draw is University of North Carolina; followed by visiting friends and family and <br />easygoing <br />0 couples who like to relax and explore the destination <br />0 Three towns attributes are: <br />0 Chapel Hill=Education, athletics, restaurants, greenery, creative class <br />0 Carrboro= arts, open-liberal environment <br />0 Hillsborough= county seat, historical antebellum homes, shops, restaurants, small-town <br />0 creative community surrounded by agricultural community <br />0 Attractions include University of North Carolina; downtown's Franklin Street; Morehead <br />0 Planetarium, NC Botanical Garden, college basketball and football; Memorial Hall <br />Performing <br />0 Arts Center; warm, friendly walk-able environment. <br />0 Majority of visitors drive; are adult couples; higher than average college and disposable <br />income <br />0 Destination occupancy numbers reflect college lifestyle: Peak months are August (move- <br />in), <br />0 September, October and November; February, March, April, May and June.