HomeMy WebLinkAbout2023-05-22 - Agendas - FinalFayetteville Advertising and
Promotion Commission
May 22, 2023
Location: Fayetteville Town Center, 15 W. Mountain Street
Commissioners: Todd Martin, Chair, Tourism & Hospitality Representative
Katherine Kinney, Tourism & Hospitality Representative
Chrissy Sanderson, Tourism & Hospitality Representative
Elvis Moya, Tourism & Hospitality Representative
Andrew Prysby, Commissioner at -large
Sarah Bunch, City Council Representative
Sonia Harvey, City Council Representative
Staff: Molly Rawn, CEO
Agenda
I. Call to order at 2:00 p.m.
II. Old Business
A. Review and approval of April 24th minutes.
III. New Business
A. CEO Report. An executive overview of the previous month
B. Financial Report. Jennifer Walker, Vice President of Finance
C. Marketing Report. Sarah King, VP of Marketing and Communications
D. Additions to the agenda may be added upon request from a majority of
the commissioners.
IV. Adjourn
V. Folk School of Fayetteville Tour — Walker Stone House, 207 E. Center Street
Fayetteville Advertising and Promotion Commission
Minutes April 24, 2023
Fayetteville Town Center
Commissioners
Present: Andrew Prysby, Commissioner at -large *virtual attendance
Sarah Bunch, City Council Representative
Sonia Harvey, City Council Representative *virtual attendance
Katherine Kinney, Tourism & Hospitality Representative
Elvis Moya, Tourism & Hospitality Representative *virtual attendance
Chrissy Sanderson, Tourism & Hospitality Representative
Commissioners
Absent: Chair Todd Martin, Tourism & Hospitality Representative
Staff: Tyler Wilson, VP of Strategic Initiatives; Jennifer Walker, VP of Finance; Sarah
King, VP of Marketing and Communications
Commissioner Sanderson called the meeting to order at 2:03 pm. She is chairing
the meeting in Chair Martin's absence and introduced the commissioners in
attendance and also introduced staff member Tyler Wilson who is standing in for
CEO Molly Rawn who is out of town.
Old Business
A. Commissioner Sanderson asked commissioners to review the March
minutes and asked for a motion to approve them. Commissioner Kinney
made a motion to approve them with Commissioner Bunch seconding. They
were unanimously approved.
B. Smithsonian Institute Folk Life Sponsorship
Tyler Wilson brought up the contract from the Smithsonian Institute for the
$20,000 sponsorship of the Folklife festival that was approved at the March
meeting. Commissioner Sanderson asked if there was anything new in the
contract that was not covered when the sponsorship was voted on and
Wilson said no, it was a standard contract covering what marketing we
would receive for the sponsorship. Commissioner Kinney made a motion
which Commissioner Harvey seconded to authorize CEO Rawn to sign the
contract. It was unanimously approved via a roll call vote.
III. New Business
A. CEO Report.
Executive Summary
• City Council accepted the A&P Commission's recommendation to re-
appoint Commissioner Katherine Kinney for another 4-year term.
• Tina Archer -Cope, VP of Sales, was recognized as an "Emerging Tourism
Star" at the E-Tourism Summit in Las Vegas
• Tyler Wilson has been promoted to the role of Vice President of Strategic
Initiatives with a working title of Executive Director, Fayetteville Town
Center
• Amy Stockton is procuring proposals for a different retirement plan which
would allow a larger employer contribution to be an option. We currently
offer a SIMPLE IRA, this would be a move toward a 457(b)
• We are reviewing design options from Flintlock Lab for Experience
Fayetteville offices which include ADA bathroom upgrades and re-
configured office space
• The repairs on Walker Stone House are almost complete, and the Folk
School team is confident that programming can begin in May
Marketing
• The Marketing team is finalizing the 2022 Annual Report.
• We made the decision to not renew the Buxton contract, and are
researching various tools to help us capture visitor data in a more user
friendly way
• We have debuted a new photo asset platform which allows us better, more
efficient access to our photo library
• New Spring photo shoots have been scheduled and will include photos of
the Greenway, First Thursday, Square to Square, and other businesses
and attractions
• Sales and Marketing team are hosting a dual sport motorcycling influencer
next week
Sales
• Tina & Julie represented Experience Fayetteville at the UA Hospitality
Career Fair on March 7th speaking with over 100 attendees about careers
in our industry.
• In March Julie attended the select bank travel show in Branson that
brought together 200 group planners. Julie was able to add 25 new
planners to our email list and CRM and was able to secure 5 new groups
for the 2023-2024 season
• Sales led the Hospitality in a Heartbeat March 141" meeting where we had
15 hotel partners present. They spoke to these partners about the sales
team's tradeshow plans for the year
• Molly recently attended the Music Cities Tourism Conference, along with
Ashley Cane, Director of Brand Strategy. We hope to bring the conference
to Fayetteville in 2025.
Visitor Center
• New Spring Hours 9 a.m. — 1 p.m. to accommodate Farmers Market
• VC saw 1,138 visitors in March 2023
81 % increase from the prior month (630)
• VC had $3,931 in sales in March 2023
39% increase the prior month ($2,819)
• Visitors from Mexico, South Africa and Scotland.
• High visitor count day, March 18th — 165. ExpFay provided coffee and
refreshments for Spring Fling on the Square
Cycling
Experience Fayetteville participated at the University of Arkansas
annual Bike Fest on 4/6
Annual US Pro Cup and international mountain bike competition was
hosted at Fayetteville's Centennial Park April 12th — 16th
1,497 individual race starts
Event pulled participants from 41 states and 11 countries
Experience Fayetteville hosted team from Visit Shawnee during US
Pro Cup. Their city is developing a complimentary venue to Centennial
Park (mountain bike and cyclo-cross) that could encourage future
regional competition/series in the Midwest.
Fayetteville Town Center
Since our last meeting, Fayetteville Town Center has successfully
hosted 24 events. April has been our busiest month this year, with only
six days not booked
We were thrilled to host the Arkansas Scholastic Press Association
Convention last week, which brought over 600 journalism students to
Fayetteville.
Community Events
We have received $23,500 in sponsorship commitments for First Thursday
and Lights of the Ozarks and still have plenty of sponsorship opportunities
available!
We are in the process of booking the remaining bands and performers for
the season.
Downtown Initiatives
We are finalizing the brand identity for the Downtown Fayetteville Coalition
and plan to launch downtown social media channels by end of April.
Upcoming Events
May 4th First Thursday season opener May the Fourth, presented by Walton
Arts Center's Artosphere.
May 18-21 st Joe Martin Stage Race
May 21st Experience Fayetteville Criterium
May 21 st - All Wheels Welcome Downtown Fayetteville Coalition
event at the JMSR
Looking ahead to future commission meetings
May: Walker Stone House tour
June: potential Audit Presentation, potential budget revision
B. Financial Report. Jennifer Walker, VP of Finance
Walker stated that March financials are in the commission agenda packets and
that as of March, our target for both revenue and expenditures is 25% of the
overall budget. Our revenue hit 22% while expenses hit 20%, both of these are
below target with expenditures even lower, so that is a good sign. We are 3%
below our targeted number for our seasonally adjusted budget expectations.
Our HMR tax receipts YTD are $1,152,678. We have $4.7 million in cash and
investments and unearned revenue amount is $187,000 for events booked in
2023. With no questions, she concluded the report.
C. Marketing Report. Sarah King, VP of Marketing and Communications
King opened up the report by showing some of the enhancements on our
website, including portions dedicated to gravel riding. She then turned it over to
Mike Sells with Sells Agency. He shared website insights for March — users are
up 17% and sessions are up 14%. He named some of the top metros who are
watching our website, including DFW, Chicago and more. One very interesting
item of note is that 68% of our referral traffic is from Razorback properties. He
noted that the ExpFay social media team continues to excel with social up 67%
compared to last year and a large percentage of growth from email marketing.
He noted the top pages on our website are Things to Do in Fayetteville, Events
Calendar, and a post called 11 best things to do in Fayetteville.
He concluded with 2023 marketing initiatives, which include Fayetteville Restaurant
Week, Fayetteville Events and our major campaign, "Authentic
Fayetteville" campaign which starts this May.
D. Vote. Fayetteville Town Center Window Coverings.
VP Wilson discussed this voting item and began by stating that the upper -level
window shades in the FTC ballroom need attention as some of the shades are
broken and cannot be repaired and are no longer being manufactured. We are
recommending new window coverings with a $96,500 quote with a 10% increase
contingency if needed. Commissioner Bunch made a motion which was seconded
by Commissioner Kinney to authorize the CEO to accept a quote from Custom
Electronics for $96,500 with a 10% contingency for new window coverings. It was
approved unanimously by a roll call vote.
With no further items to discuss, Commissioner Sanderson adjourned the meeting
at 2:30 pm.
Minutes submitted by Amy Stockton, Director of Operations, Experience Fayetteville
Fayetteville Advertising and Promotion Commission
CEO Updates
May 2023
Executive Summary
• The 2022 Year in Review is complete and will be published on our website
soon
• Flintlock Lab, the architectural firm we've contracted with for Experience
Fayetteville's office upgrades, is working to create a cost estimate of a
proposed design that includes ADA accessible bathrooms and re -configured
office spaces.
• HMR tax receipts are slowly recovering and moving toward meeting ytd
budget projections.
• Fayetteville Town Center has achieved year-to-date revenue goals
o Booking pace continues to be exceptionally positive, with no Saturday
bookings available in December and only one Friday booking
remaining.
• Forvis has concluded field work on our annual financial audit. Final reports
are expected to be delivered by June 9t", with a presentation to the
commission at the June meeting.
• New brand identity for DFC has gone live with a new website and socials
• We are hiring a part-time facilities technician, for Fayetteville Town Center.
We encourage anyone interested in the position to apply through our website
orindeed
Activity
Events in Fayetteville in April included:
o Expedition Ozarks - economic impact of $157,351
o Arkansas Scholastic Press Association- economic impact of $348,107
o American Landscape Architects Association - economic impact of
$83,027
o Arkansas Law School Alumni- economic impact of $38,379
o U.S. Pro Cup - estimated impact of $1.1 million
• Tina led a solo female influencer on a 200+ mile backroad adventure to
highlight Fayetteville as a hub for any dual sport motorcycle enthusiast. The
routes have been curated by the team on our Ride w/ GPS account.
• Visitors Center saw 1,155 visitors in April 2023
o April 2022 (1,201)
o Scotland, Mexico, Canada, Holland, England, Australia, Philippines,
France, Spain, Bali and Taiwan.
We are preparing for June's First Thursday, Throwback Thursday! This will
commemorate the 10-year anniversary of the Fayetteville Ale Trail. Get ready
for a delightful vintage market and an array of incredible cover bands.
This spring, 13 Fayetteville businesses earned Bicycle Friendly designations
from the League of American Cyclists
o Five hotels and one short-term renal
0 27% of all awardees nationally
o Fayetteville has a total of 50 Bicycle Friendly Businesses across all
industries, the third most in the United States, regardless of city
population/size
Upcoming Events
USA Triathlon Off -Road & Gravel Triathlon National Championships as part of
the Ozark Valley Triathlon weekend June 2-4
o Event registration up 40% year -over -year with registrants coming
from 33 states
• The Highlands Gravel Classic - part of the UCI Gravel World Series - returns
June 23-24
o Registrants from 34 states, D.C., Puerto Rico, Canada and Germany.
Looking ahead to future commission meetings
• June: Audit Presentation, budget revision
3.57%
I Vrd I rill I I I Monthly A&P Tax Collections 2023**
•
•
-8.46%
•
•
6
71
7.10%
1-1
•
•
•
19.55%
% change over previous year
17.36%
jan
S
mar
apr
(may
jun
jul
aug
sep
Oct
nov
dec
S4149154
11'
58.30%
4.58%
15.09%
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 % change
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 CDg
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 o from
O d d d d d d d d d d d d d d O d O O d d d d d d d d d O d d O O d d d 2�22
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** This represents one half of the total HMR collections. The other half supports the Parks and Recreation department.
Memo P l[AY�
To: Molly Rawn, CEO, Experience Fayetteville
Fayetteville Advertising & Promotion Commissioners
From: Jennifer Walker, VP Finance, Experience Fayetteville
Date: May 10, 2023
Re: Financial Statements — April 2022
This packet contains Experience Fayetteville Financial Statements for the month ended
April 30, 2023. The following reports are included in the packet:
• Summary P&L Financials for month ended April 30, 2023
• Balance Sheet for month ended April 30, 2023
Target Budget April — 33%
Revenue target 33% of budget or higher by the end of April 2023.
Expenditures target 33% or lower at April 2023.
Total Revenue YTD: $1,797,091 or 32%; We are 1 % below target.
Tax Receipts - $1,588,033 (under budget by 1 % ytd)
Town Center - $ 168,936 (under budget by 0.5% ytd)
Other - $40,122
Total Operating Expenditure YTD: $1,443,604 or 26%; this is 7% under budget.
EF Main - $1,151,757
Town Center - $291,847
HMR tax — YTD April Collections (March activity) are below seasonally adjusted budget
expectations by 2%.
Operating Net Income is $353,487 year to date.
Modified Accrual Fayetteville A and P Commission
Statement of Budget, Revenue and Expense
Year -to -Date @ April 30, 2023
CONSOLIDATED
Year -to -Date
Actual
Budget
Over/(Under)
Budget
%of Budget
Revenue
Hotel, Motel, Restaurant Taxes Revenue
1,588,033
4,960,000
(3,371,967)
32.0%
Rental Revenue
155,680
485,500
(329,820)
32.1%
Event Revenue
25,944
51,472
(25,528)
50.4%
Visitor Center Store Revenue
9,177
53,700
(44,523)
17.1%
Parking Revenue
5,770
26,000
(20,230)
22.2%
Advertising Revenue
925
3,500
(2,575)
26.4%
Grant/Other Revenue
-
83,000
(83,000)
0.0%
Interest and Investment Revenue
11,563
7,550
4,013
153.1%
Total Revenue
1,797,091
5,670,722
(3,873,631)
31.7%
Expenses
Operating Expenses
Rental Expenses
25,788
208,000
(182,212)
12.4%
Event Expenses
25,854
135,250
(109,396)
19.1%
Visitor Center & Museum Store
4,651
41,200
(36,549)
11.3%
Personnel
570,031
1,933,886
(1,363,855)
29.5%
Sales & Marketing
300,861
1,363,565
(1,062,704)
22.1%
Office and Administrative
232,144
785,821
(553,677)
29.5%
Bond Payments
232,600
700,000
(467,400)
33.2%
Contribution to Capital Reserves
-
100,000
(100,000)
0.0%
Other grants
51,675
203,000
(151,325)
25.5%
Total Operating Expenses
1,443,604
5,470,722
(4,027,118)
26.4%
Net Operating Income/(Loss)
353,487
200,000
153,487
176.7%
Other Income
Unrealized Gain/(Loss) on Investments
(7,947)
0.0%
Other Expenses
HE & Improvements
82,673
638,000
(555,327)
13.0%
Depreciation Expense
63,403
0.0%
Cost of Goods Sold
(3,275)
0.0%
Net Income/(Loss) (without cx Grants)
202,739
(438,000)
648,686
-46.3%
Modified Accrual Fayetteville A and P Commission
Statement of Budget, Revenue and Expense
Year -to -Date @ April 30, 2023
Experience Fayetteville
Year -to -Date
Actual
Budget
Over/(Under)
Budget
% of Budget
Revenue
Hotel, Motel, Restaurant Taxes Revenue
1,588,033
4,960,000
(3,371,967)
32.0%
Rental and Event Revenue
18,500
43,972
(25,472)
42.1%
Visitor Center Store Revenue
9,177
53,700
(44,523)
17.1%
Advertising Revenue
925
3,500
(2,575)
26.4%
Grant & Other Revenue
-
83,000
(83,000)
0.0%
Interest and Investment Revenue
11,520
7,500
4,020
153.6%
Total Revenue
1,628,155
5,151,672
(3,523,517)
31.6%
Expenses
Operating Expenses
Event Expenses
17,595
105,250
(87,655)
16.7%
Visitor Center & Museum Store
4,651
41,200
(36,549)
11.3%
Personnel
414,202
1,420,296
(1,006,094)
29.2%
Sales & Marketing
297,554
1,273,044
(975,490)
23.4%
Office and Administrative
133,480
457,862
(324,382)
29.2%
Bond Payments
232,600
700,000
(467,400)
33.2%
Contribution to Capital Reserve
-
100,000
(100,000)
0.0%
Other Grants
51,675
203,000
(151,325)
25.5%
Total Operating Expenses
1,151,757
4,300,652
(3,148,895)
26.8%
Net Income/(Loss) Before Other Revenue and Expenses
476,398
851,020
(374,622)
56.0%
Other Income
Unrealized Gain/(Loss) on Investments
(7,947)
-
(7,947)
0.0%
Other Expenses
FFE & Improvements
3,000
262,000
(259,000)
1.1%
Depreciation Expense
34,146
Cost of Goods Sold
(3,275)
!Net Income/(Loss)
434,580
589,020
(146,493)
73.8%
Modified Accrual Fayetteville A and P Commission
Statement of Budget, Revenue and Expense
Year -to -Date @ April 30, 2023
Town Center
Year -to -Date
Actual
Budget
Over/(Under)of
Budget
Budget
Revenue
Rental Revenue
155,680
485,500
(329,820)
32.1%
Event Revenue
7,444
7,500
(56)
99.3%
Parking Revenue
5,770
26,000
(20,230)
22.2%
Interest and Investment Revenue
42
50
(8)
84.9%
Total Revenue
168,936
519,050
(350,114)
32.5%
Expenses
Operating Expenses
Rental Expenses
25,788
208,000
(182,212)
12.4%
Event Expenses
8,259
30,000
(21,741)
27.5%
Personnel
155,829
513,590
(357,761)
30.3%
Sales & Marketing
3,307
90,521
(87,214)
3.7%
Office and Administrative
98,664
327,959
(229,295)
30.1%
Total Operating Expenses
291,847
1,170,070
(878,223)
24.9%
Net Income/(Loss) Before Other Revenue and Expenses
(122,911)
(651,020)
528,109
18.9%
Other Expenses
HE & Improvements
79,673
376,000
(296,327)
78.8%
Depreciation Expense
29,257
Net Income/(Loss)
(231,841)
(1,027,020)
795,179
1 22.6%
Fayetteville A&P Commission
Balance Sheet
As of April 30, 2023
ASSETS
Current Assets
Cash
3,583,778
Investments
1,220,265
Accounts Receivable
485,985
Prepaid Expenses
32,776
Deposits
28,369
I nventory Asset
31,135
Total Current Assets
5,382,308
Other Assets
Capital Assets
Furniture & Fixtures
121,169
Equipment
723,463
EF/CVB Building
940,410
EF/CVB Land
198,621
Building Additions
1,142,641
Walker -Stone House
1,167,218
Vehicles
122,860
Construction in Progress
104,548
Accumulated Depreciation
(1,589,772)
Total Other Assets
2.931.157
TOTAL ASSETS 8,313,465
LIABILITIES AND EQUITY
Current Liabilities
Accounts Payable 59,615
Unearned Revenue 149,840
Total Liabilities 209,455
Equity
Unreserved Fund Balance
5,431,416
Operating Reserve
1,000,000
Capital Reserve
1,100,000
Temporarily Restricted Funds
382,431
Net Revenue
Gain/(Loss) on Investments
(7,947)
Net Revenue without Cyclocross
210,742
Net Revenue for Cyclocross
(12,631) 190,163
Total Equity
8,104,010
TOTAL LIABILITIES AND EQUITY 8,313,465
MAY 202 MARKETING REPORT
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Featured Motorcycle Routes, Dining
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Instagram Followers
TikTok Followers
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PSI
WEBSITE STATS - YEAR OVER YEAR COMPARISON
APRIL 2023
VS. APRIL 2022
Users: +23%
.............................................................................................. .
New Users: +23%
.............................................................................................. .
Sessions: +25%
.............................................................................................. .
Pageviews: +38%
.............................................................................................. .
Pages Per Session: +10%
.............................................................................................. .
Avg. Session Duration: +5%
.............................................................................................. .
Bounce Rate: +6%
HOME CVB SERVICES SEARCH Ci
W.WA'0T SLEEP EXPERIENCE
or
WEBSITE STATS - TOP 10 USER LOCATIONS
METRO
SESSIONS
Ft. Smith- Fayetteville-Springdale- Rogers AR 6jr575
............................................................................................................................................
Dallas -Ft. Worth TX
3,574
Chicago IL 7,451
......... ................... ................................................................... ......................................
Little Rock -Pine Bluff AR
Oklahoma City OK
Kansas City MO
St. Louis MO
Denver CO
Nashville TN
Springfield MO
1,381
1,290
1,019
922
622
564
557
WEBSITE STATS - TOP 10 PAGES
PAGE URL
PAGEVIEWS
expfay.com/calendar _
.................................................................................................................................................................................................... .
expfay.com 9F031
.................................................................................................................................................................................................... .
expfay.com/experience/cycling/us-pro-cup 3F724
.................................................................................................................................................................................................... .
expfay.com/experience/11-of-the-best-things-to-do-in-fayetteville 21r521
.................................................................................................................................................................................................... .
expfay.com/guide 1,985
.....................................................................................................................................................................................................
expfay.com/experience/cycling 1,942
.................................................................................................................................................................................................... .
expfay.com/experience/first-thursday 114*12
.................................................................................................................................................................................................... .
expfay.com/eat IF424
.................................................................................................................................................................................................... .
expfay.com/experience/art 1,277
.................................................................................................................................................................................................... .
expfay.com/experience/outdoors IA58
WEBSITE STATS - EVENT TRACKING
PAGE URL
Visitor's Guide -
PDF Downloads
TOTAL
YOY
-25%
Visitor's
Guide
- Flipbook Views
+16%
.....................................................................................................................................................
Dining
.....................................................................................................................................................
Guide -
PDF Downloads
'13 N/A
Dining Guide - Flipbook Views
797
N/A
gAYEITEVILE
Visitor's Guide
EAT SLEEP EXPERIENCE CALENDAR
V
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Get the inside scoop on where to EAT, PLAY & STAY when you come to Fayetteville, AR.
Our Fayetteville Visitor's Guide outlines everything from special events and shopping to restaurants and lodging - even maps of where to
go! Download this informative guide today to help make your Fayetteville experience better than ever! You can also view our Visitor's Guide
as an interactive flipbook - take a look!
In order to be better stewards of our resources, Experience Fayetteville is offering the visitors guide in electronic format only.
PAID SEARCH - BRANDING
Impressions:
56
CTR:
I 1 0 08
Cost per Click:
$Om 7
Impressions: Top Keywords by Clicks:
01. Things to do in Fayetteville Ar
02. Fayetteville Ar
03. What to do in Fayetteville Arkansas
04. Fayetteville Arkansas
05. Things to do in Northwest Arkansas
Spend: 06. Experience Fayetteville
993 07. Fayetteville
08. What to do in Fayetteville Ar
09. Bentonville Ar
10. What to do in Fayetteville
PAID SEARCH - TOWN CENTER
Impressions:
-16
CTR:
d�0%
Cost per Click:
53
Impressions:
Spend:
$11F359
Top Keywords by Clicks:
01. Fayetteville Town Center
02. Venue Places
03. Live Music Fayetteville
04. Places to get Married in Arkansas
05. Event Venues
06. Party Venues Near Me
07. Event Space Rental
08. Wedding Venues in Arkansas
09. Wedding Venues in NWA
10. Venues Near Me