CHOC Visitors Bureau minutes 032019

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For Approval April 17 , 2019 MINUTES Chapel Hill/Orange County Visitors Bureau Board of Directors Meeting March 20, 2019 The Chapel Hill/Orange County Visitors Bureau met at The Friday Center, 100 Friday Center Drive, Chapel Hill , 27517 Board Members Present : Kayla Dempsey, Anthony Carey, Rosemary Waldorf, Annette Stone, David Brooks, Libby Hough, Andrew Strickland , Tanya Moore, Jeff Strickler, Mark Sherburne , Lydia Lavelle, Penny Rich , Shannan Campbell Not Present : Matt Gladdeck, Rachel Schaevitz, Tim Hoke , Mark Bell Staff attendance : Laurie Paolicelli , Marlene Barbera , Allison Chambers, Katie Murray, Tina Fuller, Patty Griffin Also present : Mayor Pam Hemminger, Clean Design Staff Call to Order Chair Anthony Carey called the meeting to order at 8 : 07 am . Introductions were given by all . Approval of Minutes Chair Carey requested a motion to approve the February 20, 2019 minutes . Penny Rich so moved and Mark Sherburne seconded . With all members in favor, the minutes were approved as submitted . Finance Report Penny Rich reported that the occupancy tax collections were down during January 2019 compared to collections made in January 2018 . Chair Carey said this is due to the basketball schedule requiring an overnight stay was not as strong as it was in January 2018, but February' s schedule for 2019 is stronger . In January hoteliers concerns focused on the fact that Saturday' s are down 12 % over last year and think it might be due to Airbnb . Mark Sherburne reported that rate also drove some of those collections down . Guest Presentation Clean Design presentation agenda included strategy light, campaign concepts, high - level media recommendations all followed by questions and discussions . A Situational Overview includes : Edge of the Triangle positioning no longer encompasses the brand of the area ( the entire Triangle is getting edgier) ; Chapel Hill is perceived as having become corporate; UNC defines Chapel Hill ; photography and messaging are not as inclusive as they could be . What Chapel Hill can own is the people , the traditions, the experiences, the diversity and the progressive mindset . Brand messaging platform in not our tagline or mission statement, but rather focused and prioritized messaging, directional for your visual and verbal brand . Celebration of Individualism : Chapel Hill is the progressive gem of North Carolina . It' s a place that seamlessly blends its rich tradition with an openness to change . Though historic landmarks and notable locations are everywhere you look, it' s the unique people and experiences that define the area ' s personality and make it special . Chapel Hill fully embraces the celebration of individualism for visitors and locals alike . Clean introduced two possible concepts : Just Do You and Find Your Space , Just Do You would take a word or concept and illustrate it in different ways that could be related to different things about Orange County . One of the examples given was "Watering Hole " which was illustrated by a brewery, the Old Well and cows at a watering trough . The ads feature images from municipalities as well as greater Orange County . Clean introduced the possibility of using the ads on billboards in downtown Charlotte