CHOC Visitors Bureau minutes 032019

Browse Search

gathering locations . In the second concept, Find Your Space, ads included rich media of space to celebrate , wide open spaces, breathing space and space to hang out . These ads also encompassed the entire county and would be proposed for billboard ads in Charlotte . They introduced experiential ideas leading with Do You, which might include working on a farm , doing open - mic standup comedy, filming your experiences and create micro -documentaries . Stake Your Place installations and Change LOCation experiences were also discussed . High - level media recommendations include shifting the perception of Chapel Hill to be a more trendy, creative destination and increasing overnight stays . Audience segments will include progressive explorers, young and trendy, older and sophisticated and alumni . Peak season is year- round with increased pressure in spring/summer which has the highest upside visitation potential . The geographic focus is primarily NC followed by SC, VA, GA and major metro areas . Paid media would create a multi - platform presence to surround the target audience during times they are most likely to visit and/or spend more time in Chapel Hill . Recommended media mix for 2019 -20 would be 31 % digital , 30% place - based , 19 % print, 12 % social and 8 % search totaling $ 365 , 000 before 15 % commission . A campaign timeline was presented . Next steps will be to develop new campaign assets, complete visitor profile research, all with a beginning of fiscal year 2019 - 20 launch . Following Clean Design ' s presentation the Advisory Board engaged in discussion , asked several questions and offered feedback . Just Do You was the overall favorite of the board , but Laurie Paolicelli reported she would poll the board for input following the meeting and will also share the research FleishmanHillard did to help direct the board in making decisions from here . The board thanked Clean Design for their brilliant work as well as the sub- committee who chose them on behalf of the board . New Business / Roundtable Chair Carey acknowledged all for updates in their respective fields : • Tonya Moore reported that the search for a new chancellor has not yet begun . A researcher from UNC was a lead researcher on a newly approved drug for postpartum depression . • Mayor Pam Hemminger reported that the town is working on improving outdoor dining with a pilot program that has been running for almost a year . The town is encouraging pop up events to bring more experiences downtown . • The Orange County grants process will open on April 1 and Katie Murray asked the board to encourage artists in the county to submit a proposal . Their main initiatives at this time are to find space and funding . • Shannan Campbell reported that the Town of Hillsborough tourism board has released their first annual report . They purposely fashioned it after the Visitor' s Bureau Annual Report so they would show comparable numbers . They have found that the age of their visitors is trending younger . • Mayor Lydia Lavelle of Carrboro reported that the lawn a Weaver Street Market is closed for renovation . They will install a small barrier between the lawn and the street, widen the sidewalk and redo the turf. • Penny Rich , Orange County Commissioner shared that Orange Human Rights and Relations have arranged a speaker on March 31, as part of the women ' s history month celebration , who is controversial with some groups in the county . The county government' s computer system was infected by a ransomware virus on March 18 and the IT department is working on correcting the problems this has caused . At the time of this meeting the Register of Deeds in not open . Next Meeting : Wednesday, April 17, 2019 at the AC by Marriott in Chapel Hill. 2 Page CHOCVB BOD Meeting February 20 ', 2019