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2 | Page CHOCVB BOD Meeting September 17 , 2014 and Perception the key metrics for questions. Ms. Perkins summarized the overall findings as Awareness is up and people are likely to recommend the destination, we are making headway in with business travelers, and perceptions are moving. Concluding her presentation, Ms. Perkins noted some implications from the study; recommendations included a stronger call to action in appropriate media, evaluate leisure vs. business traveler focus and continue to expand digital and social efforts. Ms. Paolicelli emphasized that people do not have an immediate sense of Chapel Hill/Orange County as a leisure destination and there is a need to add call to actions in the marketing mix. She also reiterated the Brand NC Project findings that the Piedmont (compared to the mountains and the beaches) is a gray area and adding a location identity would help improve that perspective, and lastly the print vs. online deliberation may call for an increase in digital advertising, particularly in niche markets. Q&A followed: Penny Rich inquired if there are statistics that show what is today’s travelers preferred method for planning a trip. Ms. Perkins replied that it is both print and on-line; print for promoting the idea of destination travel, and on-line for booking. Annette Stone asked what skewed or changed the perception of those surveyed from the original benchmark. MS Perkins replied they really cannot attribute the results to anything specific. Dave Gephart asked if the answers were segmented by location. Travis Conte answered yes there were a lot of splits like that but nothing that jumped out by any specific city or region, but they some interesting perception differences in male vs. female responses, but overall Charlotte was pretty representative of Greensboro and the western part of the state. Keep in mind, there was heavier media that went out in Charlotte than in the mountain areas. Gephart inquired about Wilmington. Travis replied nothing that stood out and reminded that it was a sample of 400. Laurie Paolicelli commented that it is important to know that the marketing plan is not a positive correlation to the findings of this study but consists of all involved in promoting the destination. Laurie Paolicelli expanded on the study with hotel and website performance. Paolicelli showed a comparison of hotel weekday and weekend business from fiscal years 2012-13 and 2013-14. Paolicelli explained that overall numbers have increased considerably in all key metrics: Occupancy, ADR and RevPAR, accentuating mid-week business. She also showed website traffic has increased significantly in 2014 compared to the previous year. Preview Study Here Paolicelli explained that overall, we are happy with the campaign, she noted some criticism received specifically mentioning that there is not enough featured ethnicity in the photos. She stated that we have met with our photographer to concentrate on adding more photos that depict our diverse community, and the ‘more artsy less fartsy’ was found offensive. She also discussed where and when the Visitors Bureau logo should be used as well as Orange County’s and possibly mention UNC Chapel Hill. There was also discussion on when and where we should use town logos. Greg Overbeck stated that we need to be clear in our messaging.. we muddle the message a little bit when we try to include Carrboro, Hillsborough, Orange County and Chapel Hill. Overbeck said that what most people recognize and associate to this area is the University of North Carolina and Chapel Hill is part of that. Overbeck stated that as a marketing person he would say, let’s make this real clear and have a call to action and not muddle the message with trying to include everybody, may hurt feelings sometimes but let’s look at what’s effective to bring people to the area. Michelle Johnson said she thinks it is important for the town’s name to be mentioned, as each town is unique.