CH-OCVB minutes 031517 - Laserfiche WebLink

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OWASA, so that road is currently closed. South Green, being built at the Rogers -Triem site will be commercial properties, including two local restaurants. The town is in negotiations with the county to locate a southwest branch library in Carrboro and after looking at several possible locations is seriously considering the town parking lot next to the Open Eye Cafe. They are looking forward to the town building its first building, other that Fire Station 2, in over 100 years. Finance Report Finance Chair, Penny Rich reported that the Orange County Board of County Commissioners approved our request to draw down $250,000 in fund balance, the majority of which will be used to fund a summer advertising campaign to target the Charlotte area with television advertising focused on bringing overnight visitors to Orange County. Laurie Paolicelli has met with the County Manager to review our budget request. Following best practices the budget is fifty - percent devoted to staffing, thirty - percent marketing with twenty - percent earmarked for operations. We are expecting a two - percent increase in occupancy tax revenues, which is less than last year's expectation, largely due to some anomalies in the market and the negative effects of H132. Executive Directors Report Visitors Bureau Executive Director, Laurie Paolicelli, presented a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis to the board. A sample of the results of this analysis follows. Strengths: • Chapel Hill Positive name recognition /brand is strong: positive national image. • County located in center of the state, on eastern seaboard, near a growing RDU International Airport. • Part of Research Triangle Park. • UNC- Chapel Hill world class research university with cultural lures and nationally recognized sports. • Great variety of arts, culture and dining options. • Growing downtowns with shopping, restaurants, events and festivals. • Good climate, known for scenic beauty Weaknesses: • Numbers at walk -in visitor's center dropping, with UNC visitor's center as competition. • Higher Average Daily Rate (ADR) limits some visitors /group options. • Marketing 3 towns that have distinct messages. Brand of Chapel Hill not always shared /supported. • Need hotels to use our visitor materials for their guests on an ongoing basis. • Growth needed in getting UNC meeting planners to use Visitors Bureau as a resource. • Smaller budget than surrounding competing destinations. Opportunities: • New hotels will add variety to the county's inventory and occupancy taxes. • Feasibility study will lend intelligence to need for flex space and /or sporting fields, both indoor and outdoor. • New hotels and new residents downtown will increase retail business. • New opportunities 21 Page CHOCVB BOD Meeting March 15, 2017