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Approved Api1� 20, 2016 MINUTES Chapel Hill /Orange County Visitors Bureau Board of Directors Meeting March 16, 2016 The Chapel Hill /Orange County Visitors Bureau met at North Carolina Botanical Garden, Chapel Hill, NC Board Members Present: Andrew Strickland, Jeffrey Strickler, George Cianciolo, Debbie Hepp, Rosemary Waldorf- Chair, Mark Sherburne, Allison Nichols- Clapper, Karen DeHart, Aaron Bachenheimer, Lee Pavao -Vice Chair, Michelle Johnson, Nitin Khanna, Mark Bell, Penny Rich, Annette Stone, Meg McGurk, Lee Storrow, Not Present: Shannon Campbell Staff attendance: Laurie Paolicelli, Marlene Barbera, Allison Chambers Also present: Elizabeth Pascal, Tom Hickey and Eleanor Talley from Clean Design Call to Order Chair Rosemary Waldorf called the meeting to order at 8:10 am. Introductions were given by all. Approval ofAimites Ms. Waldorf requested a motion to approve the February 17, 2016 minutes. Penny Rich so moved, Lee Pavao seconded. With all members in favor, the minutes were approved as submitted. Giiest/host speakers Our ad agency Clean Design attended the meeting, reviewing our tourism media plan and also compared it to some of their other accounts. Ms. Pascal brought our attention to some of the ads they have been running for us this past year focusing on the major trends of culinary, breweries, and family friendly. The agency reviewed for the first time a campaign promoting bicycle tourism. George Cianciolo encouraged the board to work with the Sheriff and Police Chiefs to make sure these bicyclists feel welcome in our community. He cautioned against inviting bicycle tourists to Orange County only to find that they are not welcome. The logo was addressed, some board members questioning why we are using the Orange County logo. Paolicelli felt that this point any bicycle ad should contain the Orange County Logo as well as VisitChapelHill since all information is housed on the County website at present. Tom Hickey spoke about the current media mix in our campaign which includes radio and online. Online includes display ads, social media, email, native and search. They have increased their focus on the groups and meetings segment. Online digital media influences travel decisions. Some travelers still depend on traditional print media such as brochures. There is need for both in the market. Native advertising is an ad that does not look like an ad. In order not to trick the consumer into thinking these are original content these ads must be clearly market as sponsored content. The positive is that you can create compelling content and engage your target audience. They would like to see use build more native advertising into our plan. Ms. Paolicelli asked how Wilmington and Boone's spend compared to ours which is half a million. Tom replied that Boone's is roughly $750K and Wilmington, which includes the surrounding beaches, is roughly a half million. Ms.Paolicelli will work with staff to put together a budget for next year's media plan and have Clean Design return to June's meeting to present to the board.