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Approved February 20, 2013 4 | Page CHOCVB BOD Meeting January 16 , 201 3 a) Income over $50,000; 25-40 YOA; Male and Female; 5-hour drive of Chapel Hill (excluding the Triangle); Leisure and Business travelers Discussion: Mr. Gering questioned why the age limit is 45. Natalie replied because that is what our media spend is. Laurie Paolicelli added that past research showed 49 YOA as the avg. aged visitor and when we launched the campaign, we agreed to skew a little younger. Mark Sherburne agreed. Lydia Lavelle commented that she thought we were trying to capture the business traveler. Ms. Perkins noted that the target group is matching the media spending for the current campaign. Ms. Perkins noted that the most important issue to establish is the visitor’s likelihood or intention to visit and the willingness to visit or recommend. The issues will be measured now and then again a year from now. Steve Brantley questioned if they could distinguish whom the Alumni were, because they are already coming for the sports events and commencement, where others might be coming for the food, etc. Natalie Perkins agreed that the distinction was a good idea and would add that question. Ms. Perkins added that they are trying not to get too detailed on why they are coming but it brings a good point. To clarify for voting purposes, Anthony Carey suggested filtering that into the survey in which Ms. Perkins agreed that she would add a question as such to separate the Alumni from non-Alumni. Anthony Carey requested a motion to approve the survey as recommended by Clean Design adding in the Alumni/non-Alumni filter. Jim Parker so moved and Mike Gering seconded. All members were in favor and the motion was passed. Executive Director’s Report Ms. Paolicelli gave an overview on strengths and weakneses in marketing: noting that the Bureau must improve its search engine optimization; the retirement of Nancy Davis at UNC and board member Laura Morgan’s acquiring the new role in overseeing the UNC Visitors Center. Paolicelli also announced that she would be presenting on the ‘growing demand of agritourism’ at the upcoming Agriculture Summit, February 11, 2013. Paolicelli informed members that a Hillsborough tourism summit has been scheduled for Saturday, February 23rd from 9-2pm; gathering all involved in tourism. The Summit will be facilitated by Joel Sheer and Paolicelli will speak, addressing this countywide agency’s role in Hillsborough’s tourism industry. Paolicelli apprised board members of the new website launch. She stated that while she is pleased with the results, there is still a lot of work in process. Following Paolicelli, Sales Director Linda Ekeland reported that the OC Visitors Bureau won the first place award for the best professionally decorated booth at the recent AENC Annual Trade Show in December. She also reported on that they had 23 planners from North Carolina attend an inbound tour for decision makers of events and