WILLIAMSBURG AREA DESTINATION MARKETING COMMITTEE
December 7, 2015
3:00 PM Greater Williamsburg Area Chamber & Tourism Alliance
Approved Meeting Notes
- PRESIDING: PHIL EMERSON, CHAIR
PRESENT: Doug Pons, Rita McClenny, A. J. Patel, Karen Riordan, Carl Lum, Kevin Onizuk, Ron Kirkland, Andrea Sardone, Walt Zaremba,
OTHERS PRESENT: Dave Potter, Corrina Ferguson, Bob Harris, Jody Puckett, Julie O’Neil, Billy Scruggs, Bob Tubbs, Skip Ferebee, Rene Mack, Thor Harris, Renata Hopkins, Brad White, Eunice Carter, Maggy Valerio
- Phil Emerson established a quorum was present calling the WADMC meeting to order.
- Phil asked if anyone would like to make a public comment. Billy Scruggs, owner Fife & Drum read a letter of support and appreciation from the Williamsburg Chamber Lodging Task Force of the updated destination website, Visit Williamsburg.com. Complete letter is attached.
- Phil Emerson asked if everyone had reviewed the SEPTEMBER 21, 2015 MINUTES. Kevin Onizuk,motioned for approval of the minutes, Walt Zaremba 2nd, members unanimously approved.
- Carl Lum presented the Monthly Financials. Year to date revenue through October 31 continues to be positive driven by TOT collections, $126,000 over budget and $177.000 over prior year. Expenses are favorable driven primarily by timing issues. As a result the carryover will be $1,491,000. The plan for 2016 will be to spend down the additional carryover targeting $1,200,000.
The cash basis report compiled by Brigham & Calhoun, PC through third quarter was available for members to review on their own.
- Corrina Ferguson began the Destination Campaign Report with an update on the Visit Williamsburg new website launch. She first thanked Website Advisory Group co-chairs, Susan Bak and Skip Ferebee and the volunteer committee for their time and dedication from the RFP process through the launch of the new website in November. Transitioning from the old site to the new one resulted in no loss in traffic. Preliminary statistics shows an increase in organic traffic and the bounce rate going down. With the new robust site, area partners are encouraged to take advantage all the site has to offer in presenting their property in the best manner possible. Additional training sessions for properties will be held.
Also launched this fall were social media efforts for the first time. Progress to date has seen growth in the three platforms being focused on: Facebook, Twitter and Instagram.
Year to date website results show an 18% increase in traffic over previous year. Booking engine sales continue pacing 30% less then 2014. Room demand growth for the area continues at a rate of 4.2%.
Corrina review of the 2015 actions and accomplishments with a recap of the exciting year for destination marketing which included; launching new Williamsburg branding, securing a new Public Relations Agency, designed, built and launched a new website, social media campaign launch and a continuous updating of visual assets. Earned media had a busy year as well with two in market media visit with 16 writers, sponsor of SATW regional conference resulting in direct engagement of 35 travel writers and first ever NYC media event resulting in presenting to 48 national media outlets.
Carl Lum & Phil Emerson thanked Corrina for guiding the process resulting in positive destination results. Thanks were also given to the following Advisory Group Chairs for their time and commitment:
Website Co-Chairs: Skip Ferebee & Susan Bak
Public Relations Co-Chairs: Debby Padgett, Jody Puckett
Advertising Co-Chairs: Dan Dipiazzo, Jodi Miller
Booking Engine Co-Chairs: Julie O’Neil, Kristi Olsen
- Corrina presented the 2016 Proposed Budget. Assumptions used in developing revenue:
- 2015 Year End Cash Position over target at $1.491 million
- Very modest TOT increase in 2016 (.7%)
- Private investors flat from 2015
- $12,000 from VTC co-op advertising program
Assumptions used to develop the expense budget:
- Increased Social Media efforts
- Media Plan as Presented
- Continued Investment in Creative/Production
- Emphasis on Content Marketing and Content Curation
Carl Lum motioned for Committee go into Closed Session pursuant to Section 2.2-3711(A)(29) of the Code of Virginia to consider the expenditure of public funds for the 2016 Destination Marketing Plan, Walt Zaremba 2nd, members unanimously approved.
Before adjourning to closed session, Phil Emerson invited Advisory Group members and Agency Guests to remain.
Percepture Travel Luckie
Rene Mack – President Brad White – Chief Creative Evangelist Thor Harris – CEO Eunice Carter – VP Media Director
Renata Hopkins – Account Director MaggyValerio – Account Director
Walt Zaremba motioned to go back to open session, Carl Lum 2nd, members unanimously approved. Certification is attached to the minutes.
- 2016 MARKETING PLAN & PROPOSED 2016 BUDGET APPROVAL
Carl Lum motioned to approve the 2016 Marketing Plan, Proposed Budget and Contract Renewals/Extensions as presented, Kevin Onizuk 2nd, members unanimously approved.
Corrina addressed the booking engine with ARES will complete their sixth year March 3, 2016. The procurement procedures require an RFP every seven years. The recommendation is to renew ARES from March 4, 2016 through March 3, 2017. During 2016 an RFP would be performed with a broad cross section of community representatives.
Carl Lum motioned to approve a one year renewal for ARES beginning March 4, 2016 through March 3, 2017 instructing staff to conduct a booking engine RFP with the community task force volunteers and schedule as presented. Kevin Onizuk 2nd, members unanimously approved.
- Phil Emerson recommended the following 2016meeting datesasking to let Dave Potter know if there were any major conflicts.
February 1, WADMC, 4:00 PM @ GWCTA
March 21, Exec, Com @ 3:00 PM
April 18, WADMC, 4:00 PM @ GWCTA
May 16, Exec, Com @ 4:00 PM
June 20, WADMC, 4:00 PM @ GWCTA
July 18, Exec. Com @ 4:00 PM
August 15, WADMC. 4:00 PM @ GWCTA
September, 19, Exec. Com
October 3, WADMC, 3:00 PM @ GWCTA
November 21, Exec. Com @ 4:00 PM
December 12, WADMC, 3:00 PM @ GWCTA
10. Carl Lum presented the 2016 PROPOSED OFFICERS
A.Walt Zaremba – Chair
B.Kevin Onizuk – Vice Chair
C.Carl Lum – Treasurer
Rita McClenny motioned acceptance of the proposed officers as presented, Karen Riordan 2nd, members unanimously approved.
11. OTHER BUSINESS
Carl Lum expressed is appreciation to Phil for serving as chair, the chairs, chamber and WADMC staff for their hard work and dedication.
Rita McClenny expressed her appreciation for the participation during VA1.
Next WADMC Meeting February 1, 4:00 PM, @ Greater Williamsburg Area Chamber & Tourism Alliance.
No further business, Phil Emerson adjourned the meeting.
Respectfully submitted by,
David M. Potter
WADMC Secretary