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Chair Carey and Ms . Paolicelli also recognized Lee Storrow as he also transitions off the board after spending two terms <br /> as a representative of the Chapel Hill Town Council and the Chapel Hill Economic Development Board on this advisory <br /> board . <br /> Both Aaron Bachenheimer and Lee Storrow were presented with a framed resolution in their honor. <br /> Finance Report <br /> Penny Rich reported that occupancy tax was up approximately 5 % in September with very little indication of why that <br /> might be . She and other board members suggested this might be due to hurricane Florence that brought evacuees, <br /> power company crews and relief workers to the county . In September Airbnb generated $ 8, 700 in occupancy tax in the <br /> county . As with all prices, the cost of advertising is steadily rising . We are projecting the occupancy tax proceeds to be <br /> mostly flat in 2019 . Commissioner Rich and Laurie Paolicelli continue to work with the tax office and the towns to <br /> understand the impact of Airbnb on Orange County' s occupancy tax collections . <br /> Executive Director' s Report <br /> Laurie Paolicelli shared a mid -year SWOT Report with the board . She began by thanking the board for all their hard work <br /> in support this past year as we bring so many different groups together to make up this wonderful board to increase <br /> tourism for the common good . Chapel Hill , Carrboro and Hillsborough have worked hard both together and separately <br /> to position the area , and individual communities in the regional and national tourism markets that have proven and <br /> potential tourists for Orange County . The strong brand of the area, climate, reputable hotels and growing events and <br /> attractions are being marketed by the Visitors Bureau and two Tourism Development Authorities . Moving into 2019 and <br /> beyond, a growing hotel and Airbnb industry will challenge all of us to draw in new audiences . Our strengths include : a <br /> full service Orange County Visitors Bureau selling the area under VisitChapelHill . org; Carrboro and Hillsborough Tourism <br /> Development Authorities working to reinforce community brands, growing choices in accommodations ; varied events <br /> and year- round beauty; award winning food choices and loyalty among alumni . Challenges include : growth in supply; <br /> growth in Airbnb; national PR on Silent Sam ; more choices in surrounding communities ; need marketing campaign and <br /> strong hook,, RFP ' s are becoming more of a challenge to secure; OTAs are competitive booking agent and e -commerce <br /> strategy is necessary; parking perceptions and marketing is largely focused in NC and limited . Opportunities include : the <br /> community is committed to growing tourism ; revenues are secured with Orange County and Chapel Hill; brand virtues <br /> are stronger than negative PR with Silent Sam ; new greenways, growth and greenery; strong sales manager community; <br /> town marketing parking available and new festivals and events continue to grow in Orange County . Threats include : <br /> current agency in delivering campaign we expected and contract will end December 1 with Clean Design to launch spring <br /> brand , rebrand launch from Durham puts new focus on neighboring town ; two states still forbid travel to NC due to <br /> House Bill 2 ; occupancy tax looks flat for 2019; average daily rate over the past three years that is not expected in 2019 . <br /> Carrboro Branding Update <br /> Carrboro' s TDA is a board of three appointed by the Board of Alderman . They are ruled by legislation that says two - <br /> thirds of their collections will go to marketing and promotion and one-third to infrastructure . The TDA invests most of <br /> its money in the town signature events such as the music, poetry and film festivals . They also support the new Freight <br /> Train Blues event . They also support events not run by the town such as the ArtsCenter series and TerraVITA as well as <br /> some smaller events for the Farmer' s Market . Carrboro' s marketing campaign focuses on bringing visitors there once <br /> the Visitors Bureau has brought them into Orange County . They are working on expanding their digital presence and <br /> may hire a part-time person to make that happen . Parking is always a challenge and that challenge has expanded with <br /> the future building of the library which will be located on what is now one of the town ' s parking lots . They are still <br /> 2 Page CHOCVB BOD Meeting November 14 , 2018 <br />