2024-08-21 CHOCVB Minutes - Laserfiche WebLink

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For Approval September 25, 2024 ■ Cost of$29,000 • $12,000 for trolley rental and $5,000 for supporting printed materials • $12,000 to advertise • Loding revenue up $4 million • July also saw increased demand • Changing Visitor Amenities in Orange County o Hockey Arena at Carraway o Wyndham Elements Hotel o Residence Inn Apartments o Golf Invitationals at Finley How are we reaching visitors and meeting planners • Media Two—media buying agency contracted through the marketing contract with Clean, Inc. They manage digital and traditional in-house advertising. • Diverse background working with industries, including education, finance, government, travel and tourism, 13213, etc. • Leisure Campaign o FY24 Trends ■ Tripadvisor was costly and not a valuable placement ■ Orange County had record breaking visitor spending in 2023, with the highest increase of all NC Counties (13%) ■ 2x more conversations were recorded year over year, with the search conversion rising 227%year over year ■ Media drove 37% of new users to visitchapelhill.org o Overview ■ Budget $372,000 ■ July 1, 2024- June 30, 2025 ■ Demographics 21-64 year olds ■ Geography: In state and Out of State,with a new presence in Asheville and Myrtle Beach o Media Strategy ■ FB & IG, search, display, digital video, publisher direct, Connected TV (streaming devices) ■ Meredith Saybe asked about forecasting the budget allocation between the different media channels.Niki Bell discussed that the media strategy is flexible and can shift depending on demand and trends. ■ David Putnam asked about demographics and who is the main customer. Niki Bell explained that we mostly see 45+, although depending on the event demographics shift. Search skews a little younger than other platforms. • Business & Conferences o FY24 Trends 2Page CHOCVB BOD Meeting August 21 , 2024