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Approved April 17, 2013 <br /> <br />2 | Page CHOCVB BOD Meeting March 20, 201 3 <br /> <br />Reports <br />Finance <br />In Mike Gering’s absence, Laurie Paolicelli gave the finance report. Ms. Paolicelli reported that we are <br />wrapping up the current budget and will end on target at about 1 million. 2013/14 revenue budgeted is <br />projected slightly higher with the anticipated Hampton Inn opening in July. She also reported that using <br />best practices, FY 2013/14 proposed budget expenditures will be 1/5 personnel, 1/3 marketing, and 1/6 <br />operations. The budget will also include a part-time sales associate position. Ms. Paolicelli stated she <br />and the County manager had an initial discussion about Visitors Bureau space in the future. Paolicelli <br />was concerned about declining numbers of visitors and the cost per servicing each visitor based on the <br />reduction in numbers and comments from visitors that the Center was so difficult to find. Finally, she <br />informed members that she would present a 2013/2014 plan of action and budget at the next board <br />meeting. <br />Marketing/Presentation of AAU Benchmarking Study <br /> <br />Clean Design presented the findings of the benchmarking AAU study. Outcomes for Usage showed 31% <br />stayed overnight in the Triangle, Raleigh came in as the most stayed in town, however Chapel hill tied <br />with Durham for second. People stayed for leisure nearly as much as business. Outcomes for perception <br />portrayed our area as ‘good for young people’, ‘great for creative types’, trendy’, ‘offers a rich cultural <br />experience’ and a ‘great foodie town’. However, people responded that the area is mainstream and <br />predictable and more information was needed on what to do outside the University. <br />Clean Design pointed out key objectives based on findings: <br /> Awareness: Keeping the Chapel Hill area top-of-mind and increasing the unaided and aided <br />awareness <br /> Usage: Increase market share and overall usage <br /> Perception: shift the middle of the road perceptions to top perceptions, build perceptions <br />beyond the university and generic small-town personality and leverage the positive perceptions <br /> Consideration: raise visitors likelihood to visit, increase likelihood to recommend <br /> <br />Ms. Perkins reiterated that this same study would be done one year from now and the most critical <br />numbers to watch will be the feedback from ‘most likely to visit in the future’ and ‘most likely to <br />recommend’. <br />Ms. Paolicelli inquired on what Clean Design would recommend based on this research. Ms. Perkins <br />replied that a lot of what we are already doing is on the right path; keeping the campaign going with <br />some tweaks and an emphasis on marketing so people remember us but largely remain consistent.