HomeMy WebLinkAbout2010-12-13 - MinutesADVERTISING AND PROMOTION COMMISSION
REGULAR MEETING
• December 13, 2010
Commissioners Present: Bob Davis, Lioneld Jordan, Brandon Karn, Bill Lyle, Robert Rhoads,
and Maudie Schmitt.
Commissioners Absent: Neal Crawford
Staff Present: Marilyn Heifner, Sandra Bennett
CALL TO ORDER
Chairman Maudie Schmitt called the regular monthly meeting of the Fayetteville Advertising
and Promotion Commission to order on December 13, 2010, at the Fayetteville Town Center at
2:00 p.m.
MINUTES
Moved by Rhoads, second by Kam to approve the minutes of the November 8 meeting. Motion
carried.
FINANCIAL REPORT
HMR Revenue — Marilyn announced that November collections were $213,494, the
highest amount ever collected in a month. That represents a 11.84% increase. Total collections
year to date are $2,010,644.
• Financials — Keith Glass asked Commissioners if they needed any different information
that he was currently providing. Commissioners agreed that the present system of comparing
financials to business was working.
Update from the City Attorney — Kit Williams reported that the City Prosecutor's office
collected $1,695.14 in the month of November. Total collected for 2010 is $50,323.76. Five
cases are closed.
CLINTON HOUSE MUSEUM
The City and the University are working on the Oak Ridge Trail construction adjacent to Center
Street and behind the Clinton House. Gift shop sales have increased through a partnership with
Student Bar Association (SBA). Additional daffodils are being added to the front wall as a part
of Fayetteville in Bloom. Upon completion, over 1000 daffodil bulbs have been planted.
Volunteers from the University are working on cataloging all donations and museum contents;
curriculum for home school students, seed packs for gift shop, displays featuring all former home
owners, and helping in day to day operations.
CONVENTION VISITORS BUREAU
Hotel Meeting - Staff members held a meeting with hotel owners, general managers, and sales
staff. Commission and staff structure was explained as well as new direction of CVB and goals
for 2011. They made suggestions which included having a Fayetteville Crafts Fair during War
• Eagle weekend. Staff will pursue their suggestions. We asked them to send us information
regarding new staff, awards, etc. so we can promote it on our website. We pledged to help them
with increased occupancy.
Staff hosted a lunch for Lights of the Ozarks workers as a thank you. Shelly Walters is working
with the UA Hospitality class for the Lighting Night Parade and the Pet Parade. Mario Priest is
• at the Memphis Marathon promoting Fayetteville as a sports destination. Staff has been
empowered to make decisions regarding their markets and responsibilities.
Commissioners will see a new format for CVB reports for 2011 to better reflect CVB results.
TOWN CENTER
November sales were $34,816.00 (a 15% increase over same time last year). Collections were
down 21%, $30,891.43. Lynn Gill is the new sales director.
EXECUTIVE DIRECTOR REPORT
Marketing session was held with CVB staff, Sells Agency and Executive Director to plan for
2011. Festival website is complete. The following meetings were arranged and attended:
UPTOWN Fayetteville meeting, Ron Cox with Botanical Garden of the Ozarks, Kendall
Pendergraff of the Washington County Fair, Heritage Trail Partners, Fayetteville % and Hogeye
Marathon meeting, NATA CVB leaders meeting, and Hotel meeting.
Staff has been challenged to produce more and to think outside the box. All staff members seem
excited about their jobs.
ADVERTISING AGENCY
Mike Sells of the Sells Agency reviewed marketing in 2009 (pulling back in marketing area
because of the economy — to reach those within driving distance and weekend getaways).
• In 2010, we saw an increase in Visitor Guide requests and printed 25% more. Electronic
downloading was up 115%. Agency produced a 20 second tv commercial which was well
received. We printed niche brochures for gallery guide, trails, historic walking tours, and
Fayetteville driving tour. Advertising reached 57 million impressions on the media plan.
Agency worked on "Find It in Fayetteville", and Dickson Street parking public relations plan.
Jade Gustin presented the 2011 outlook. Agency is pleased with the messaging campaign and
will focus on niche advertising. Visitor Guide will be re -branded as "The Fayetteville Guide,"
targeted to residents as well as visitors. Almost 1/3 of tourists are planning their vacation online.
To convey our message, we will make changes to target that market. We will run an online video
of our commercial. Niche marketing will target sports, gardens, Find it in Fayetteville, Town
Center, Clinton House Museum and the Visitor Center.
Greg Harrison talked about the media outline — taking the consumer and leisure down 40% to
online. We will be doing network buys which are targeted geographically and will retarget with
a tracking mechanism.
Moved by Karn, second by Davis to approve the recommendations of the advertising agency.
Motion carried.
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Final Approval of Budget for 2011
•
Moved by Davis, second by Rhoads to approve the 2011 budgets. Motion carried.
NEW BUSINESS — none
EXECUTIVE SESSION
• Moved by Rhoads, second by Jordan to go into executive session for the purpose of the annual
review of the Executive Director. Motion carried.
After Executive Session, moved by Rhoads, second by Davis to raise the salary of the Executive
Director to $80,000. Motion carried.
There being no further business, the meeting was adjourned.
Respectfully submitted,
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Marilyn Heifner
Executive Director
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