2025-06-18 CHOCVB Agenda - Laserfiche WebLink

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For Approval June 18, 2025 ■ Bylaws for the Chapel Hill/Orange County Visitors Bureau Advisory Board passed out to board for reference. o Board Member& Hotelier Feedback ■ Board Member&Hotelier Feedback on marketing efforts in group and leisure business, remains an important goal. ■ Several hoteliers acknowledged that the Bureau is a valuable partner, especially for filling gaps and driving general awareness of the destination. ■ Some acknowledged a general disconnect between hotelier expectations and the Bureau's statutory mission. ■ Others reiterated that hotel sales teams remain primarily responsible for direct business development, and that the Bureau's broader focus brings value to the entire community. o Meetings and Group Sales Program Overview& Budget Allocation ■ The Bureau allocates approximately 25% of its $2 million annual budget($500,000) to group and meeting sales efforts. ■ Tools and initiatives include: • Direct solicitation of potential meetings in Orange County • Outreach to key sectors, including government, education, life sciences, associations. • Participation in CVENT with sales navigator platform, advertising, • Membership in HelmsBriscoe meeting planning division. • Targeted sales missions, • Digital marketing (LinkedIn, Google AdWords, retargeting), • Incentives and post-booking support for events. o Industry Standards &Peer Comparisons ■ Benchmarking with Raleigh, Durham, and other peer cities confirms that current practices are industry standard and reflect the best use of resources for a mid-sized destination without a major convention center. ■ The Bureau does not operate as a Convention&Visitors Bureau(CVB),but rather as a Visitors Bureau—intentionally focused on leisure, cultural, and community-based tourism. As meeting space grows, so does the Bureau's allocation to this sector. Staff hope that more hotels will provide input on marketing. Dr. Ivy Taylor,UNC Director of Local Relations 1. Welcome and Introduction • Dr. Taylor introduced herself, sharing her background as an urban planner with a master's degree from UNC Chapel Hill. • Professional experience includes municipal government, higher education leadership, and elected office. • Currently Director of Local Relations at Carolina, which is situated within public affairs reporting to Chris Poole. 2. Role and Approach • Dr. Taylor aims to serve as a bridge between the university and local communities. • Focus on maintaining strong local connections while supporting university-wide initiatives. • Emphasizes two-way communication: sharing university updates with the community and bringing community concerns to the university. 3age CHOCVB BOD Meeting May 21 , 2025