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EXHIBIT A <br />Scope of Work & Performance Agreement FY25-26 <br />Contract Reference: <br />The Chapel Hill/Orange County Visitor’s Bureau will send quarterly update reports with the final report <br />being a comprehensive yearly update on the performance metrics described below. A reporting schedule <br />is included below. This contract is valued not to exceed $200,000. The Town of Chapel Hill will <br />approve quarterly payments of $50,000 to the Contractor once satisfactory progress and financial <br />reports are received. <br />Deliverables: <br />•Promote and market Chapel Hill as a premier destination for events and visitors <br />•Monitor and support hospitality industry partners in Chapel Hill for a vibrant destination <br />ecosystem <br />•Identify, generate, and respond to event recruitment opportunities in coordination with industry <br />partners <br />Quarterly Performance Metrics: <br />Utilize 2025 metrics for Year over Year analysis where applicable. <br />•Hotel Occupancy <br />o Target: 10% increase hotel occupancy compared to last FY. <br />•Lead Generation <br />o Target: 10% new inquiries/request for proposals for professional events. <br />•Project Pipeline <br />o Target: 60 event attraction responses coordinated. <br />•Digital/Print Advertising and Marketing <br />o Generate attribution modeling reports for destination marketing and advertising efforts. <br />▪Key Metrics: <br />•Visitor Spending <br />•Occupancy/Demand <br />•Return on Ad Spend <br />•Economic Impact <br />•Visitor Attribution <br />Reporting Schedule: <br />•July 1 – September 30, 2025 Due: October 15, 2025 <br />•October 1 – December 31, 2025 Due: January 15, 2026 <br />•January 1 – March 31, 2026 Due: April 15, 2026 <br />•April 30 – June 30, 2026 Due: July 15, 2026 <br />Docusign Envelope ID: 88AF4946-2EDA-49DD-A885-80B1060287E3Docusign Envelope ID: 6BE218B6-2252-4B58-9B14-D067881B4768