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2 | Page CHOCVB BOD Meeting August 20 , 2014 When asked of the 463 adults the “first three things that come to mind when they thought of NC”, 26% said they know nothing. “Tar Heels” was the 6th most frequent mention and “Chapel Hill” was the 22nd most frequent, just after “Warm Weather” and “Duke University”. Of the 326 adults that have, the top three things that came to mind were “Beaches”, “Mountains, and “Outer Banks”. “Tar Heels” was the 5th most frequent mention, “Chapel Hill” was not mentioned at all, Duke University” was mentioned 10 times, and “University of North Carolina” or “UNC” were mentioned 6 times. Floor was opened to Q&A. Paolicelli stated that it seemed to her that in the national interviews the Piedmont is not that widely known as the beaches and mountains, and we assume that the whole world is talking about us, everybody knows where we are and who we are. And the takeaway is maybe in our ads we need somewhat of a map creatively shows where we are and stop assuming everyone knows where we are. Dave Gephart mentioned a case in point that received a 20% increase in business using a radius map. Annette Stone mentioned that she thought NC tourism (years ago) tried rebranding “The Piedmont” to “Central”. Gephart mentioned that South Carolina and North Carolina is sometimes branded as “Carolina”. Paolicelli noted that we are surprised at how many times North Carolina has been chided on a national level and wondered how that affected the study. Professor Didow found that Secretary of Commerce Sharon Decker insisted getting metrics on that, however did not bring it to the meeting. He did say what was found a surprisingly small amount of outside people are aware of the recent publicity of NC and about have consider it to be positive and half negative. All findings are on the website: www.BrandNC.org Approval of Minutes Mr. Carey requested a motion to approve the June 18, 2014 minutes. Dave Gephart so moved and Greg Overbeck seconded. With all members in favor, the minutes were approved as submitted. Executive Director Report Laurie Paolicelli reported that the Department of Commerce released their 2013 travel impact study, which showed Orange County having a 4% increase overall. The most significant increases were in local taxes and overall spending, which she credited to new and refurbished rooms as well as the ad campaign. Paolicelli reported that the Bureau’s current advertising budget is 500, 000 and to Michael’s point we need to be very strategic in allocations while trying not to be all things to all people. Paolicelli stated with the rent waiver, there will be more focus on VA. Current advertising spend is targeted towards North Carolina and the Atlantic Coast. A few other mentions by Paolicelli: The MIP mayor’s convention, pursued by Mayor Kleinschmidt, will bring in 75-125 mayors from across the country. Had a meeting with folks from Marriott’s AC hotel brand and OTO Development who will present their concept for a new hotel on Rosemary Street to the Chapel Hill Town Council in October. Meg McGurk mentioned the developers hosted a meeting with Empowerment Inc., the Northside community and Jackson Center where it was ell attended with lots of good Q&A on issues and concerns. OTO will continue to meet with community partners. Penny inquired if any 140 West people attended, Meg replied they had not. Paolicelli stated that the plans would include recommendations for congestion issues at 140 West. Sales Report Linda Ekeland reported that Lux Apartments booked 5600 room nights at various hotels for UNC Students due to construction of student apartments not completed by the move in dates. That number may increase depending on construction progress. Hotels had 100% attrition stated in contracts. She stated that July metrics would not be used as a standard for future comparisons. Greg Overbeck inquired if the hotels received full rate. Ekeland replied they had not however still received a good rate.