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HomeMy WebLinkAbout2023-02-06 - Minutes -Fayetteville Advertising and Promotion Commission
Minutes February 6, 2023
Fayetteville Town Center
Commissioners Chair Todd Martin, Tourism & Hospitality Representative
Present: Elvis Moya, Tourism & Hospitality Representative
Andrew Prysby, Commissioner at -large
Sarah Bunch, City Council Representative
Chrissy Sanderson, Tourism & Hospitality Representative
Sonia Harvey, City Council Representative
Katherine Kinney, Tourism & Hospitality Representative * virtual
Commissioners
Absent:
Staff: Molly Rawn, CEO; Jennifer Walker, VP of Finance; Sarah King, VP of
Marketing & Communications
Chair Martin called the meeting to order at 2:01 pm.
Old Business
A. Chair Martin asked commissioners to review the November minutes and asked if
there were any additions or revisions. Hearing none, he stated that the minutes
stood approved.
III. New Business
A. Vote. Appointment of a commission chairperson.
Chair Martin noted that he was interested in being considered and that if he was re-
appointed, he would not seek to be re -appointed in 2024. Discussion ensued about
other commissioners' possible interest, and this led to Commissioner Bunch
nominated Chair Martin to serve as chair and was seconded by Commissioner
Moya. Chair Martin called for a vote and it was approved unanimously.
B. CEO's Report. Molly Rawn, CEO
Rawn began explaining that the presentation on the screen was a truncated report
and that the full report was included in the Agenda Packet. She then welcomed
Commissioner Sonia Harvey to her first A&P Commission meeting. Commissioner
Harvey is a City Council member who was appointed to fill the seat vacated by
former City Council member Mark Kinion.
We will have an open commission seat with Commissioner Kinney's current
appointment ending March 31. Applications for this tourism and hospitality seat are
available on the city of Fayetteville's website. Commissioner Kinney is eligible to re-
apply and applications must be submitted by Friday, February 24th. If interviews are
needed, we will conduct those before the March A&P Commission meeting and vote
to make our recommendation and send that to city council.
We do not have an update on the lease for the town center but expect an update for
the February 271" meeting. We have additional information about the Walker Stone
House in an upcoming agenda item but want to note here that we are relocating the
sculpture on the Walker Stone House lawn to Mt Sequoyah's art campus and we will
be funding the cost of the transport.
On the Sales side, Rawn wanted to note Arkansas State Press Association
Conference and the American Society of Landscape Architects Summit, both of
these are new conferences that we are excited to be working with. On the cycling
front, we are hosting the re -scheduled Bicycle Boot Camp this coming Wednesday
February 81" and we believe it is at full capacity but let us know if you know of
someone who was wanting to attend. Chair Martin added that his experience with
his restaurant group attending this training was exceptional and very worthwhile.
Rawn spoke about the Visitors Center with a small increase in attendance and a
large increase in revenue with holiday shopping. Three Ale Trail Passports were
redeemed.
In Community Engagement, Rawn noted that Vanny, our Mobile Visitors Center,
would be in the Mardi Gras parade coming up on Saturday, February 18". We've
also started to reach out to potential sponsors for both First Thursday and also
Lights of the Ozarks. Please reach out to either Molly or Chloe Bell if you know of
businesses that have expressed interest in being a sponsor.
The town center does not have yet have an updated lease, expect one soon. The
team has taken advantage of what is typically a slow time to do upgrades and needed
maintenance and cleaning. Tyler Wilson and his team also attended the first meeting
of the solar array project for the possibility of the town center's inclusion in this project.
Rawn referenced HRM data that she's compared to 2019 and mentioned that
occupancy was down in December but was also down in 2019. Our ADR, Average
Daily Rate, was up 10% compared to 2021 and up 6% compared to 2019. Our YTD
Average Daily Rate grew 19% compared to 2021. Discussion ensued concerning
ADR and RevPar comparisons and Rawn stated she would follow up with
Commissioner Kinney on possible ways to compare this information. A bottom line
take away that Rawn gave is that our HMR is up 17% from 2021 and 4% from 2019.
C. Financial Report. Jennifer Walker, VP of Finance
December financials are in your packet and you'll note that we are at 115% of
revenue for 2022 and 94% for expenditures — this is excellent news. HMR tax
collections came in at 4.7 million for the year and 12% above projected budget
amount. Net operating income for the year is approximately a million dollars.
Please note that these are unaudited, early numbers for 2022. Our audit numbers
will be available in mid -year after our audit is complete. Rawn took a moment to
appreciate General Manager Tyler Wilson and his team at the town center as they
exceeded their revised budget numbers and maintained a good control of expenses.
Walker added that Cash and Investments came in at 4.7 million dollars.
D. Marketing Report. Sarah King, VP of Marketing and Communications and Mike
Sells.
King reviewed the marketing report, including showing the new pictures taken of
Lights of the Ozarks. She previewed Restaurant Week which is February 19-25tn
and mentioned she thinks it's been more than a decade since Fayetteville has
promoted a Restaurant week. We are doing a multi -prong marketing campaign
including print, radio and lots of social. We are opening with a brunch bike valet at
Dooms Day coffee on Sunday and a separate proclamation by Mayor Jordan.
King also spoke about a recent influencer who was in town from Oklahoma City and
that we plan to bring in 2 more influencers this year to focus on a multitude of
themes such as dual sport motorcycling, cycling and families.
Mike Sells presented some social media and website statistics including an increase
in mobile vs desktop viewing. We also saw that the website audience is getting
younger. He also spoke about the calendar of events page and the growth it has
seen. While the calendar is widely used by our local community, it is also visited
extensively by visitors. He also showed the time that visitors are spending on the
Visitors Guide flipbook; with the average visit being more than 20 minutes, it shows
this is a well -used digital tool. After showing these statistics, Commissioner Moya
asked how we could use our website to highlight and promote different months such
as Women Empowerment month, Hispanic Heritage month and more. Rawn said
this could be a discussion item at the next marketing meeting with Sells.
E. Downtown Initiatives Update. Kelly Rich, Director of Downtown Iniatives
Kelly Rich spoke about her first 60 days and that her focus has been hosting several
meetings with various stakeholders including downtown partners, city departments
and more. She mentioned she needed to connect with the commissioners as well.
She's also been in touch with other area downtown organizations to meet their
leadership, find out their structure and specific goals. She's working with the
current leadership of the Downtown Fayetteville Coalition as they work to re -build
the coalition and determine how they want it to be structured.
F. Vote. Fayetteville Town Center Capital Purchase.
Rawn presented a quote from Mity Lite for $48,079.26 to replace the tables
available to venue rentals. She requested to make a modification to the
recommendation to include a 10% contingency if needed for any changes in the
quote. Commissioners asked questions about warranties and a plan for the existing
tables. Commissioner Bunch made a motion that they approve the Mity Lite
estimate for $48,079.26 from Mity Lite for new tables with a 10% contingency if
needed and it was seconded by Commissioner Sanderson. It was approved
unanimously.
G. Vote. Fayetteville Town Center Capital Purchase.
Rawn asked General Manager Tyler Wilson to talk about the request for a new
stage purchase. He said that it has reached the end of its life and that with the new
carpet install, more damage will occur to the carpet if we continue to use it. Finally,
the current stage is not ADA compliant and this new stage will be. With no more
questions, Chair Martin asked for a motion. Commissioner Harvey made a motion
to accept the quote of $27,731.02 from State Right for a new stage with a 10%
contingency if needed and Commissioner Prysby seconded it. It was approved
unanimously.
H. Walker Stone House — a Space for Music.
Rawn began by talking about attending the Music City Forum and how it was a relatable
concept to Fayetteville as cities the same size were in attendance. She then spoke about
the concept of Walker Stone House serving as a space for music. Our musical ecosystem
needs a supportive space to keep it vibrant and give it resources. Rawn discussed the
proposed plan which would include the Folk School of Fayetteville using the Walker Stone
House space to see how it can best support the music community. Rawn mentioned the
first year could be spent doing workshops and more with the partners the Folk School is
currently working with. The second year the Folk School of Fayetteville could host small-
scale programs such as house concerts, music lessons and multi -day events. At the
conclusion of the second year, both Experience Fayetteville and the Folk School would
discuss what the future could look like.
Rawn is asking the commission to authorize the CEO to develop a 2-year lease agreement
to bring back to the commission for a vote and to also make a financial investment of
$30,000 to Folk School of Fayetteville to be distributed as follows, $15,000 upon executive
of the lease and $15,000 following a presentation from Folk School to the A&P
Commission and submitting an operating plan.
Commissioner Sanderson asked what the $15,000 could cover and Rawn mentioned
marketing materials, hiring contractors, other startup costs. Commissioner Sanderson
also asked if there would be additional costs that the building would need and Rawn
said yes, but that depending on the lease, that would determine who would cover the
costs that were brought up. Commissioner Bunch mentioned that she has received an
email from someone who was not in favor of this plan and the person mentioned the
valuable antiques that conveyed in the sale to the A&P and Rawn said that any valuable
antiques were not stored at the Walker Stone House. It was also noted that the second
floor was not ADA and Rawn said it was her intent to work with our attorney to create a
lease that acknowledged that and that the second floor would not be used for public
activities.
Commissioner Harvey asked if the house's historic status would be in jeopardy with a
use like this and Rawn spoke and asked guest Maylon Rice to also speak to this and it
was decided that it would not be in jeopardy. Chair Martin spoke and said he thought it
fit our mission of supporting the arts and the Folk School had a good track record.
Maylon Rice spoke on behalf of himself. He is not in support of this proposal as he is in
support of us working with a consultant to determine best use of this house. He also
asked questions concerning who would pay utilities other items.
Rawn said she thinks this opportunity with the Folk School is an example of good
timing. Chair Martin said he sees this as incubating Folk School and they've shown a
good track record of 13 years in Fayetteville and we have an opportunity to partner with
an organization who is grounded in tourism. Commissioner Bunch also spoke in favor
of this potential partnership based on her knowledge of what Bryan and Bernice
Hembree, the owners of the Folk School, have been involved in the past. She also
noted that the lease would be a valuable instrument to help define what the commission
would be responsible for. Commissioner Harvey also spoke in favor of it and the
possible educational opportunities for our community. She also said she wanted to
make sure the space would be taken care and appreciated Maylon Rice's thoughts and
concern about the historical status and needs the house would have.
Commissioner Moya said there are some things that need to be clearly defined such as
utilities, repairs, and more. Commissioner Sanderson said that she is in favor of this
program and understands that we will define many of these items in the lease.
Rawn asked if the commission was generally in favor of this program to ascertain if she
should focus time towards the work of developing a lease and the commissioners stated
they are in favor. Commissioner Harvey asked if the floor was structurally safe for
something like a small house party that may include up to 30 people. Rawn said an
architecture had looked at the floor at one point for another matter and did not have any
concerns at that time.
Commissioner Harvey moved that we approve the recommendation concerning the
lease and the funding as stated and this was seconded by Commissioner Sanderson.
Martin read the recommendation back to the commission and asked if there was any
further questions. Hearing none, it was voted on and passed unanimously.
Before adjourning, Rawn mentioned that it was her intent to have the February
commission meeting on February 27th as originally scheduled. Chair Martin reminded
commissioners to turn in their financial reporting. Rawn followed up on Commissioner
Moya's request to see a list of newly opened restaurants and she said she would have
that for the meeting later this month.
H. Adjourn
Chair Martin requested a motion to adjourn with Commissioner Sanderson making the
motion and Commissioner Prysby seconding it. The motion passed unanimously, and
the meeting was adjourned at 3:38 p.m.
Minutes submitted by Amy Stockton, Director of Operations, Experience Fayetteville