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HomeMy WebLinkAbout2016-03-21 - Agendas - Final ADVERTISING AND PROMOTION COMMISSION March 21, 2016 2:OOpm Location: Fayetteville Town Center, Director's Room 15 West Mountain Street, Fayetteville, Arkansas Members: Matthew Petty, Chairman; Matt Behrend; Tim Freeman; Adella Gray; Ching Mong; Robert Rhoads; Hannah Withers Staff: Kym Hughes, Executive Director A. Call to Order B. Commission Applicant Interviews 1. Tim Freeman 2:OOpm 2. Sarah Farnet 2:10pm 3. Ike Peters 2:20pm C. Consent Agenda 1. Approval of the Minutes — February 2016 D. Old Business E. New Business 1. A&P Payroll Transition Request 2. Nomination of commission applicant F. Reports 1. Fall funding update — redemption of certain awards 2. Visitor survey and focus group results 3. HMR revenues 4. Financial statements G. Urgent Business H. 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If you anE applying fan th a Planning Cammissior you musil alsa aorrir late aric ciubmit ai Real Esdate F cilcirigs Far"i ut hiaN maty bei abilairied ori ciurmiebsitei adl wwwAyeiticiville-ar.clav If you halve any cluestioris you may caritacl tha Cily Cleuk olficie at cin by email culyaleuka{).fayetiIEivillEi-ar.pav __. ... Office Use C rely: Rium Recilris: Aplpoirific: llcurn ExrNes: Replaiaud: 7IE urnlrE teed: Reisiigned: Advertising and Promotion Commission Re-Scheduled January Meeting February 1, 2016 Commissioners Present: Ching Mong, Matt Behrend,Tim Freeman, Robert Rhoades, Hannah Withers, Adella Gray and Matthew Petty Staff Present: Kym Hughes, Sally Fisher, Hazel Hernandez, Sandra Bennett Call to Order Chairman Ching Mong called the meeting of the Fayetteville Advertising and Promotion Commission to order on February 1, 2016 at 2:07 pm. Election of Commission Chair Chairman Ching Mong announced he would be stepping down from his position as chairman. Mong recommended Matthew Petty as his successor. Commissioner Robert Rhoades nominated Commissioner Matthew Petty, seconded by Commissioner Matthew Behrend. Motion carried with a vote of 7:0. Approval of 2016 Budget After reviewing the proposed budget, Chairman Petty proposed an amendment to the advertising request. Chairman Petty moved to use $105,000.00 of the increase in advertising as a line item for a funding stream for visual arts projects such as the Unexpected Art Project in Fort Smith. Motion was seconded by Commissioner Withers. After discussion with the Sells Agency, motion was carried with a vote of 7:0. Citizen Marilyn Heifner asked that the Clinton House Garden budget be increased. Commissioner Behrend moved to increase the maintenance/lawn budget from $4,000.00 to $10,000.00; a $6,000.00 increase, motion seconded by Commissioner Tim Freeman. Motion carried with a vote of 7:0. Commissioner Freeman moved to approve the 2016 Budget, motion seconded by Commissioner Withers. Motion carried with a vote of 7:0. Approval of Minutes Commissioner Ching Mong moved to approve the December 2015 minutes; seconded by Commissioner Behrend. Motion carried with a vote of 7:0. Financial Reports Total HMR revenue $261,071.63,the check to A&P was $198,642.66. HMR Tax collections show an increase of 10.68% YTD; 10.37% increase compared to December 2014. There was a total of 10.68% increase over 2014. Balance sheet Total cash ...............................................$652,353.81 Accounts Receivable ..............................$74,763.74 Due from other Funds.............................$2,659.62 Prepaid Expenses....................................$10,212.28 Prepaid Rebranding Fees........................$11,740.00 Inventory Assets CVB .........................................................$6,595.03 CHM .......................................................$3,229.24 Total Investments .............................................................$1,854,379.80 Total Current Assets .........................................................$2,615,933.52 Total Assets.......................................................................$4,005,015.11 Accounts Payable..............................................................$4,219.95 Payroll Liabilities ...............................................................$5,807.65 Due to Other Funds ..........................................................$5,226.43—City Account Unearned Revenue 2016 ..................................................$138,132.36 Unearned Visitor Guide Revenue .....................................$1,500.00 Net Revenue......................................................................$306,754.36 Consolidated Statement of Budget Revenue 2015 2014 Year to Date $3,777,991.00 vs. $3,461,043.00 Month to Date $306,240.00 $346,492.00 Expenditures Year to Date $3,469,537.00 vs. $3,616,520.00 Month to Date $329,358.00 vs. $386,949.00 Approval of financials Commissioner Freeman moved to approve the financials, motion seconded by Commissioner Robert Rhoades. Motion carried with a vote of 7:0. City Attorney's Report Collected $4,683.17 in December, closed 7 cases; currently 34 open. Total collected in 2015 is$36,228.75. Departmental Reports Town Center Average per event shows an increase of 75%compared to December 2014. Events in December included Little Craft Show and Last Night, an A&P funding recipient. Event breakdown 20%corporate, 20%social, 16% university, 40% non- profit and 4%community. Visitors Bureau Sales Leads 6 meetings, 2,725 attendees, rooms 1,941 and value of$1,460,742.00. Definite Bookings 3 meetings, 1,775 attendees and value of$1,046,917.00. Lost Business 1 meetings, 200 attendees and value of$74,118.00 No Completed Meetings Visitors Center Sales Comparison 2015 vs. 2014 Items sold 760 931 Total Extended Price $4,941.24 $5,751.82 Percent Margin 39.27% 49.23% Clinton House Sales Comparison 2015 vs. 2014 Admission 201 106 Items sold 233 177 Total Extended Price $1,287.98 $1,013.67 Old Business Proposal to hire a Human Resource consultant. Commission discussed options from CK Harp &Associates and SPMI. The purpose of this proposal is to provide services such as updating the employee handbook, representing unemployment claims and dealing with any human resource issues within the organization. Executive Director, Kym Hughes recommended SPMI, Option 2A. Commissioner Mong moved to hire SPMI, Option 2A to provide Human Resource services for the organization, motion was seconded by Commissioner Gray. Motion carried with a vote of 7:0. Special Funding Request All Sports Productions requested $25,000.00 for the Joe Martin Stage race. This funding would place the race on the national race calendar which may result in more sponsorships. Commissioners reviewed the request. Commissioner Mong moved to provide$25,000.00 funding for Joe Martin Stage race, motion was seconded by Commissioner Behrend. Motion carried with a vote of 7:0. Arkansas Athletes Outreach AAO is requesting$10,000.00 to continue annual sponsorship and for 2016 tournaments. Commissioner Freeman moved to provide$10,000.00, motion seconded by Commissioner Gray. Motion carried with a vote of 7:0. No New Business Executive Session Commissioner Freeman moved to go into Executive Session to discuss the performance of the Executive Director. The motion was seconded by Commissioner Gray. Motion carried with a vote of 7:0. 3:05 pm Chairman Petty called the meeting to order following Executive Session. Chairman Petty reported there is no business to address at this time,the commission plans to conduct another review in 90 days. Chairman Petty adjourned the meeting at 3:08 pm. Respectfully submitted, Sandra Bennett Operations Administrator Fayetteville Advertising 1 Promotion Commission Memo To: Members,Advertising and Promotion Commission From:Kym Hughes,Executive Director CC: Matthew Petty, Chairman Date: March 16,2016 Re: Payroll transition to bi-weekly from semi-monthly SUBJECT: Establishing bi-weekly pay cycle and time and attendance system on May 1, 2016 Submitted by A&P EXECUTIVE DIRECTOR KYM HUGHES AND SPMI due to ease of overtime tracking and paying actual hours worked rather than paying for estimated hours scheduled. RECOMMENDATION: Transition the A&P organization/departments from a semi-monthly pay schedule to a bi-weekly pay schedule. Pay dates would fall on every other Friday instead of the 15th and the end of the month. This would result in a total of 26 paychecks for the year rather than the 24 paychecks that we receive now. SPMI has made the recommendation to start this transition on May 1St. That would make the last April check on the 291h (payment for the work period of April 1511 — 30th) also changing the upcoming pay dates from May 1 st and May 15th to a May 20th check (payment for the work period of May 1st— 14th) and then on June 3rd (payment for the work period of May 151h _ 28th) This would cause a five day hardship for the first change over month. BACKGROUND: Due to upcoming regulation changes, soon most of our salary employees could be federally mandated to become hourly paid employees. This could become problematic in estimating pre- paid scheduled hours and making adjustments to actual hours worked. This leaves Fayetteville A & P with no choice but to guestimate hours, which isn't a Best Practice for Wage and Hour regulations. DISCUSSION: The proposed payroll change could impact the staff for that five day transition in May, but it would give them an additional paycheck in July that they would not receive under the current schedule. These changes make for a more business standard work week which DOL examines for calculating overtime hours, as well as a best practice which is consistent with our goals as an organization. BUDGET/STAFF IMPACT: TBD Mailing Address: 21 S. Block Avenue Fayetteville, AR 72701 www.ExperienceFayetteviIIe.com From:ANDREW YOAKUM [mailto:andrew.yoakum@fayar.net] Sent: Friday, February 26, 2016 12:32 PM To: Kym Hughes<I<hughes@experiencefayetteville.com> Subject: A&P Funding I wanted to let you know that the Arkansas Athletic Association did not accept our bid for the outdoor state track meet. We wanted you to know so another organization might could use our funding. We are hopeful that it will be next year that they will take the bid. I just wanted to thanks you and everyone on the commission that supported our idea. Thanks so much, Drew Yoakum Fayetteville High School EAST Facilitator/Phase 4 Room 2405 Track and Football Coach 479-445-1221 From: Bill Baird [ma iIto:bbaird07@sbcglobal.net] Sent:Tuesday, March 08, 2016 3:54 PM To: 'Kym Hughes' <khughes@experiencefayetteville.com> Subject: Ozark Blues Society Hi Kym, First of all THANK YOU for your patience and working with us !!! As you know A&P granted us $5,000.00 for our blues festival scheduled for April 16th 2016. After scheduling this date we found out Keb Mo is playing at Walton Arts Center the same night. He will draw 800 to 900 people and this could really have a negative impact on our festival. We looked at dates in June and October but are just not comfortable that those dates will work for us, Brewers Guild, and Headliners we are looking to book for the festival. Last night we had our monthly board meeting and determined it was in the best interest of the society to postpone our event to 2017. Our goal is to have a fantastic festival next year and to start our planning early. We understand we will forfeit the$5,000.00 grant and will be required to apply again next year. Again Kym, Thank you and all the members of A& P for your support over the years! If you have any questions please give me a call. Regards, Bill Baird Ozark Blues Society President 479-372-0266 FAYETTEVILLE DESTINATION STORYLINE RESONANCE )�K February 23, 2016 ,a AL 1� i tll ' y 1 INTRODUCTION _e. �a -W 171 4e- }�r�,� - f -� • '" - � � -€ .• 4- Ae _+•F I•, J'e + f TSN r { s ` �� r _ _tt • - � w r >.'�. . c n .i r - �w;� s,•_.� � .�� -.�-�F� �` � ��i } - � "t^ ,»- ,t �2 - e - _ i �`•' N "£ F'. h ,r-. * Y .-� T � � rt'� � r - +'7.rt� 9 �F *" # -�M, +Ir RESONANCE >�K( INTRODUCTION When great towns are left to their own devices, surrounded by good On January 26, 2016, Fayetteville's tourism community came together with people and beautiful nature, nourished by clean air and fresh thinking, Resonance Consultancy to try to express what makes Fayetteville attractive they become something original and rare-an authentic place. From this to potential visitors now and in the future. We took into consideration the perspective, Fayetteville has great `bones' as a destination. results of the Situational Analysis that Resonance prepared late in 2015, and layered on physical features as well as descriptions of emotional Of course, Fayetteville's always known what Fayetteville's got, and anyone aspects of the Fayetteville experience. The goal was to arrive at new who's ever cheered for the Razorbacks knows, too, because they likely ways of talking about the appeals, personality and essence of this entirely spent some formative years there; and for anyone who's wandered into the individualistic town, and we think we've pinpointed them in a way that will Ozarks or maybe floated a nearby river, Fayetteville's appeal is clear. make their communication clear, simple and compelling. But what exactly is it that Fayetteville's got? How to articulate and We hope you enjoy the read. communicate the outdoorsy and adventurous, entertaining and eclectic, free and funky heart of Fayetteville for its visitors next year and a decade years from now? Sure we call the Hogs; yes, there's that old law about not letting dogs bark after 6 pm; and yep, we're funky and all. And what else? Page 3 1 r+ _ '01 - FATET MLLE, 2025ill - Zip . s •� v � sem. 9 __ _ .- Fri, � � � i��+��{ �� c. 'L••' r ' .} x� 6'1941` ""I �b -' 7�'3' ■% I l "t 7 ik•.a - _ — a.ELI i(' L�� �' �C. "�:'^;•i, .'V -k�'r� s. �� .•- � h` +L"adlF"��� -- I ..�"�"''�"` ,.'.s.r.�.:.�*-.rk 1 �•-.r-"-,.�+ Lev '�ti� - 1 , `� a RESONANCE >W FAYETTEVILLE, 2025 It's fall 2025, the annual Autumn of Adventurers in Fayetteville. It's the These other, shall we say, `softer' adventurers also roam the Ale Trail. crispness that brings them back year after year; that turn in the weather Aficionados and newbies are driven around in an inspired and rather when the season changes as it does in only a precious few places in the eccentric collection of vintage convertibles, then taken back to Fayetteville south. Cool, colorful, glorious autumn, the brilliant season. The adventurers for a Razorbacks game in style—with a tour past Old Main, beautiful come for the leaves and the color and the trails and the rock climbing in the fall foliage, then a stroll around the Seniors Walk, and into the and the floating, and the chill mornings with warmth seeping in as the sun Donald W. Reynolds stadium to join the college world's most boisterously climbs. The adventurers come from four states away and hook up with synchronized hog callers. Seventy-two hours in Fayetteville goes quickly. guides—all locals, all casually and comfortably at home in these hills, some Time flies when you're having fun. from Fayettechill, the Ozark mountain outfitter on a mission to bring people to nature—and they learn, becoming wanderers of strange and familiar By 2025, U of A is known nationwide—for much more than the prowess trails, counters of clouds and explorers of the breathing spaces. of all the Razorbacks. The campus has become a center of thought about business and creativity, two pursuits dear to the hearts of Fayettevillians. And when they come out of the mountains, they come to Fayetteville, Artists and CEOs banded together in 2017 to continue Fayetteville's because it's as exciting and familiar, as comfortable and free-spirited as tradition of TEDx Conferences and started the AR Ideas Fest that brings the the nature around it. They join those for whom adventure is a famous lunch best brains in the U.S. to teach business people how to marry increasingly of Hugo's burgers and a basket of fries, or the now-legendary farm to table important emotional intelligence with tough decision-making skills. dinners. Created from the produce of the famed Farmers' Market—which has teamed up with chefs from The Farmer's Table Cafe, craft beer makers and farmers at Across the Creek Farm and Dripping Springs Garden—they regularly fill the Square in summer and fall. An alumni gathering a few years ago saw a table extend the whole length of Dickson Street. The pictures are on Pinterest. Go look. Clearly, the harvest eating in Fayetteville is good, very good. Page 5 RESONANCE MK Now there's a boom in talks focused on the retail business—colleagues in Bentonville are experts in the changing role of box stores—and the resurgence of small town main streets—of which Dickson Street and North Block are prime examples. By 2025, the gap between the two streets has been closed up by successful stores, and visitors enjoy a pleasant stroll from the historic square to the U of A—which, when you think about it, is a hike with breaks for coffee, beer and shopping. Day rolls easily into night, and while the active adventurers are gazing at the moon, others are settling into George's Majestic Lounge or the Walton Arts Center. This is a town with a mind of its own, and it's a feeling that growing numbers of visitors want to be part of. By 2015, the Roots Festival is almost a year-round event, and live music is increasingly part of everyday life. Families drive in from all over for performances that happen from early spring into October, with the main event taking place, as ever, in August. With Bikes, Blues& BBQ rolling in September, Fayetteville feels like a town where celebrations never end. Page 6 - - _ _ :Ad& RESONANCE >�K( MAR T ANALYSIS What brings visitors to Fayetteville today? Clearly, it's a Fun place to visit. 30.4% cited fun as the main reason for their last visit, (although fun might not include nightlife, which they placed far down the list (6.3%)). Fun 30.4% Sightseeing and visiting with relatives and friends round out the top three Sightseeing at 24.1%. Festivals and events brought 19%, indicating a strong appeal. � o 24.1 /o Collegiate Sporting Events 17.7% (go, Hogs) combined with University Visiting relatives and friends 24.1% Visits (12.7)together attracted 30.4%. While culinary and food experiences o rank far down the list, shopping and dining brought in 16.5% of visitors. Rest and Relaxation22.8 /o o So what types of visitors are attracted to these activities? Holiday or Vacation 21.5% Resonance Consultancy's proprietary research on the travel habits of Americans revealed five psychographic segments of travelers: The largest Festival/Event19.0% segment is Family-Oriented Frugals, who make up 26% of travelers, All-In Enthusiasts (25%), Active Adventurers at 18%, Sophisticated Collegiate Sporting Event 17.7% Explorers (16%) and Infrequent Convenience Travelers (15%). Shopping/Dining 16.5% Compared to those US visitor averages, Fayetteville visitors skew toward Active Adventurers (39%) and Family-Oriented Frugals(25%), with All-In Enthusiasts a distant third at 16%. Page 8 RESONANCE MK Active Adventurers are in their mid-40s and 55% of them are male. Only Family-Oriented Frugals are virtually evenly divided between males and 24% of them have kids, and they're more likely than other groups to travel females, and are concentrated in the southern U.S. 36% of them have greater distances to get to destinations. They make an average of 4.5 trips children living at home; they have a lower net worth than travelers in per year. general and are more likely to travel by car than plane. Active Adventurers stand out from other psychographic segments in the • As their name would suggest, they have a greater interest in family activities they seek at their destinations. vacations with kids and in multi-generational vacations. • Drivers, they take fewer and shorter trips that are close to home. • This group doesn't see a vacation as a time to slow down or be indulgent; they want to explore new things and be on the go. They place greater importance on safety, cost and weather than other travelers. • Active Adventurers want to engage with nature and participate in health and fitness-related activities; they want to participate in outdoor sports They're fans of visiting fun attractions while on vacation. and watch live sports. Family-Oriented Frugals would be attracted by the many different kinds of • A whopping 91% participate in outdoor sports while at their destination. events that Fayetteville offers. Active Adventurers would certainly be attracted by Fayetteville's proximity to biking, hiking and other outdoor adventure. Page 9 BRAND FEATURES Brand Features are the physical characteristics and attributes of Fayetteville - the aspects that can be seen. They set the stage for the experiences that people remember and return to. . 3 t3 a Ilk •.tea v f ,� ;. 1 .. RESONANCE >�K( 1 // COLLEGE We are our college, and our college is us: to the U of A we owe a third of our population; one of Fayetteville's iconic views, Old Main in autumn; one of its signature experiences, the exuberance TOWNof a Razorback game; and, most importantly, an enduring reputation for youthful energy and fresh and forward thinking—the free-wheeling funky character that sets us apart. Page 11 RESONANCE Xx 2 // NATURE Fayetteville sits at the base of a breathtaking landscape, and we offer access to nature that's as wild or family friendly as visitors wish. Our fresh air comes in parks, on the Greenway, at Mt. Kessler, in the Botanical Gardens, and in the countless trails, viewpoints and waterways in the Ozarks. �M1 c J FT Page 12 RESONANCE >�K( 3 // EVENTS Fayetteville loves to put on a good show and bring people together, whether it's sporting or cultural,whether participants or spectators, whether visitors or locals. We serve our wide- ranging ideas of fun with authentic warmth at America's favorite farmers' market, a bike race, Bikes, Blues& BBQ, Roots Festival, a show at Walton Arts Center and dozens of other venues and happenings. w 010 IMlip I JL �4 i j Page 13 RESONANCE >�K( Fayetteville is small, but its historic gravitas is considerable. We are home to the Clinton's HISTORY first house, the nest from which they launched their grand journey; the landmark Second Empire-style Old Main—the first building in Arkansas to be included on the National Register of Historic Places—along with the Confederate Cemetery and the Air Museum, which tell a rich story of a town that was, and is, a vital part of U.S. history. IA MME RE - e Awn 0 0 y 11�rib �q y q" _ y _ r Page 14 RESONANCE Xx 5 // GATEWAY From Fayetteville, much is accessible and many things are possible. Our location in northwest Arkansas makes us a gateway and a hub: it's easy to get to nature and biking, to arts and culture, to dining and festivals near and farther down the road. .5J i e t k Page 15 illn BRAND PERSONALITY A Brand Personality is made up of the aspects of Fayetteville's character that are as much sensed as seen. They are the emotional benefits of our physical and logical brand features, and they are the reason that features resonate with visitors. °F 4 T 4t L' y. . RESONANCE >�K( With the 26,000-strong student population of U of A at our heart—a third of the city's population ENERGETIC —Fayetteville is young and energetic, feisty and fun-loving, open minded and accepting. More than just Razorbacks (although we're very, very Razorbacks), we make play a way of life. We glow in the deep Ozark dark: we're the nightlife capital of the region, the only place within 50 miles where the midnight oil burns bright, and Dickson Street lights up TripAdvisor with reviews of unforgettable experiences. Yes, we're a college town, but it's not just about football. It's the never-ending, all-in game of learning, growing and discovering life. J 34 } a F Page 17 RESONANCE >�K( 2 // FRESH There is a particular allure to the fresh, clean Ozark wilds, and it goes beyond the old timey swimming holes and fiddling, as profoundly wonderful as they are. Fayetteville's connection to nature is as thoroughly modern as it is timeless: as the world becomes more urban, accessibility to the natural world-places refreshingly removed from time-becomes ever more desirable. The contemporary slant taken by Fayettechill, whose success has been to tap into a young community with a very modern longing to reconnect with nature, is exemplary. From the greenway to Mt. Kessler, from a green spring to the infinitely beautiful autumn, Fayetteville offers many paths to the refreshment, activities, peace and inspirations of nature. it N , ._ V M r r" t r s s Agig Page 18 RESONANCE >�K( 3 // FUN Fayetteville is an eventful town with a year-round calendar of gatherings, activities and possibilities that engage everyone from the folk music lover, the hard-core cycle racer and the good-time biker to the meandering hiker and the theater performance enthusiast. High art and low, pop culture, craft and masterworks, Fayetteville is a genial host, accomplished at putting on every kind of fun and effortlessly gathering families and friends for unforgettable good times. I memo Page 19