CHOC Visitors Bureau Minutes 091218

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FH wants to evolve our brand to unlock value, manage change and launch new programs . Ms . Mueller shared some examples including Volvo and Disney . In order to transform our brand into a' powerful force FH will define : engage stakeholders to understand what matters most to them , translate : Illustrate our promise , using audience insights to identify what makes us special , and activate : hone our new identity and launch plan . This culminates in a brand blueprint that leads marketing decisions and possibly a new logo design . Laurie Paolicelli has gathered a group, outside of board members, to participate in the workshop to add diversity and different perspectives to this process which includes African Americans, Latino , Millennial and Baby Boomers as well as representatives from Carrboro , UNC, Hillsborough and Chapel Hill . The blueprint formulated will show what our community hopes to be moving forward . Kristen Bilger added that a fresh look does not necessarily mean a new logo . Laurie Paolicelli told the board the she would bring back a report that is objective and brings in new voices . Following today' s workshop it will take the team at FH a couple of weeks to get a report together for the board . We are looking at January for a full report including a new direction and creative . Mayor Lavelle stated that our values should drive our brand . Executive Director' s Report Laurie Paolicelli shared that she has been talking to Chapel Hill ' s new town manager, Maurice Jones, about a replacement for Lee Storrow as he rotates off the board and emphasized the BOCC' s desire to see more diversity in our appointments . Patty Griffin , VB Communications Director, has just returned from Washington , DC where she attended a media mission to pitch Orange County to travel writers . She and Marlene Barbera have been working with UNC Healthcare about offering visitor and hotel booking services . She reported that walk- in visits to the Bureau have decreased and she would like to do a long range plan to review the future of visitor centers . Sales Report Marlene Barbera reported that she has recently returned from a tradeshow in Florida where she met with 24 meeting planners and returned with several RFPs . This is the third year she has attended this show and was pleased that there were several new meeting planners in attendance . She told the board that when she meets with a planner she asks them if the know where Chapel Hill is, and a lot do not . New Business / Roundtable Chair Carey acknowledged all for updates in their respective fields : • Lydia Lavelle spoke about 203 S . Greensboro St . which is the site for the new Carrboro Branch Library which will include the parks and rec office and possibly the ArtsCenter . The next step is to approve the concept plan . At this time the ArtsCenter has a black box theater, some individual rooms and some shared space planned . WCOM , the local radio station , will have space in the building, as will a teen center . The town is working on leasing some parking spaces from local privately owned businesses on a temporary basis . They hope to break ground next fall and move into the building in the fall of 2020 . When the new space opens the McDougle branch library and the CYBRARY will close . • Mark Sherburne report that without additional demand generators the Carolina Inn is still dependent on the University and pointed out that the football schedule has a huge impact on year to year comparisons of occupancy, and this year' s schedule is weak . Even with the UCF game scheduled for this coming weekend , and now cancelled due to Hurricane Florence, the hotels were not full and there was not a two night minimum . • Anthony Carey shared that the Sienna had cancellations because the Tar Heels have lost their first two games and people are not coming and some of the football guests cancelled because they owned property on the coast 2 Page CHOCVB BOD Meeting February 21 , 2018