HomeMy Public PortalAbout11-05-2018 Tourism Board Minutes Regular MeetingPage 1 of 6
Approved Minutes
Tourism Board
6:15 p.m. Nov. 5, 2018
Board Meeting Room, Town Hall Annex, 105 E. Corbin St.
Present: Chair Mary Catherine McKee, Libbie Hough, Vice Chair Matt Hughes, Billy Maupin, and Kim Tesoro
Staff: Economic Development Planner Shannan Campbell and Public Space Manager Stephanie
Trueblood
Guests: Sarah DeGennaro, Tinka Jordy, Torey Mishoe, Steve Peck, Stephanie Pryor, Phil Cooley
1. Call meeting to order
Chair Mary Catherine McKee called the meeting to order at 6:20 p.m. Economic Development Planner Shannan
Campbell confirmed the presence of a quorum.
2. Consideration of changes or adjustments to the agenda
Motion: Matt Hughes moved to approve the agenda. Member Libbie Hough seconded.
Vote: Unanimous
3. Consideration of minutes from Oct. 1, 2018, meeting
Motion: Hough moved approval of the minutes as presented. Hughes seconded.
Vote: Unanimous
4. New business
A. First quarter reports with contracted partners
1. Burwell School Historic Site — Steve Peck, chair of the Historic Hillsborough Commission, which operates
the site, reported that the focus has been on events pertaining to Elizabeth Keckley’s history and
accomplishments. He thanked the board for its support. Peck said in 2019 the commission would be
working on strategic planning that would include more fundraising initiatives.
2. Hillsborough Arts Council — New Executive Director Torey Mishoe introduced herself and noted she had
started less than a month ago. She reported that the council was also doing strategic planning. The
council would be sending surveys to those who participated in the 2018 Art Walks and would be looking
for ways to expand and improve that programming.
Phil Cooley reported that the council is working to attract more artist vendors to Last Fridays. He noted
that plenty of nonprofit vendors are at these events. The efforts to book more popular bands have
resulted in more people attending Last Fridays but that there have been some unintended consequences.
Cooley said there have been some noise issues with the bigger, louder bands and also some concerns
from merchants and restaurants that people are coming and staying on the Courthouse Lawn and not
enjoying town while here. The council believes it has resolved the noise issues by directing the speakers
away from the businesses on Churton Street. The council will have to evaluate if the bands are right sized
for the venue or if smaller acts makes more sense.
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Tinka Jordy reported the Handmade Parade went well with perhaps slightly less participation due to the
rain earlier in the day. She played a video that was created about the event and that included great
footage of the parade for the board.
3. Orange County Historical Museum — Executive Director Stephanie Pryor reported that the museum has
been undergoing renovations and that staff members have been posting to social media more to create
buzz. She noted the website is doing well. Pryor also reported that the museum had five interns over the
summer and has one this fall. She said she had finished creating a 2019 calendar to sell at upcoming
lectures.
B. Tourism Program FY18 Visitor and Communications Data Report
Campbell thanked Matt Novik from the Visitors Center Staff and other partner organizations for sharing data
for this report. She noted that event attendance numbers are estimates and that the Visitors Center data
includes only people from out of town who enter the Visitors Center and interact with staff. She noted more
people visited the Visitors Center in Fiscal Year 2018 than in the previous year. Programming the back room
and offering new guided walk tours contributed to the increase and the Alliance had done great work on
getting those numbers up. Campbell said the Visitors Center received the most out-of-state visitors from
California, Virginia, and Florida.
C. Draft Tourism Program FY18 Annual Report
There was agreement to mail the annual report to the Hillsborough Board of Commissioners, contract
partners, merchants and anyone else collecting the food and beverage tax. There was agreement to also make
it available on the town website and the Tourism Program website.
D. Schedule Annual Meeting and Report Presentation
Campbell said the Tourism Board had previously said it wanted to hold an annual meeting and present this
report to the public. She suggested that could take place at the December meeting. The board decided it
sufficed to mail hard copies to those mentioned in Item 4C and to post the report to the websites.
Hough suggested town staff write a news release and ask media contacts to distribute the information. Hough
also suggested sending the report to the Orange County Board of Commissioners. Public Space Manager
Stephanie Trueblood suggested that Campbell create a short video about the Tourism Program and stats.
E. Hog Day FY19 Grant Funding Extension
Campbell noted that Hog Day was postponed due to Hurricane Florence and that the event was not permitted
by Orange County to be rescheduled on a date which coincided with the last day of early voting. The event
organizers had requested that the Tourism Board extend the grant funding to FY 2020 instead of the
organizers returning the grant money and applying again next year. The grant was for $10,000.
McKee asked how much of the funding was used to prepare for the event this year that could not be
recouped.
Campbell said that information was not shared with her, but she thinks those who could reimburse the
organizers for various fees and deposits did so.
Board members stipulated that if these funds were extended, then the organizers could not apply for more
money for this event in the spring. It was noted that the organizers might qualify for a loan from the Small
Business Administration because of Hurricane Florence.
Motion: Hughes moved to allow the Hog Day organizers to keep the grant funding for Hog Day 2019 in
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FY20 with the understanding that they are not to apply for additional funding for this event.
Member Kim Tesoro seconded.
Vote: Unanimous
F. River Park Public Art Project Collaboration Request
Trueblood said the project is in early stages. She said when the 250-year-old red oak tree on Calvin Street fell,
hundreds of people came to see it. People came from Raleigh, Cary and Virginia. It was determined that some
of the wood from the upper branches was usable and not rotted. These pieces were cut into manageable sizes
and stored nearby. Trueblood said Orange County has been working on plans for steps and a handicap-
accessible walkway into River Park from Churton Street, across from Weaver Street Market. There is interest
in collaborating to place a public art piece near those steps and ramp and to have the art piece made from the
wood of the Calvin Street tree. This would be a big piece of art designed site-specific for Hillsborough and
River Park. Trueblood reported there is a schedule and a project budget of $25,000 that includes hauling,
storing, milling, and keeping the wood from rotting before it is used as well as an artist stipend. She noted
that the Stickwork sculpture has been very special and is probably in its last year of life. This new project
would remain much longer than two to five years, Trueblood said. She noted that it is the middle of a fiscal
year for government funds and that the collaborators need $10,000 before creating a request for bids for an
artist. The plan is to publish the request in January. She explained the timeline is in part to do something with
the wood before it rots.
McKee asked if the art piece would be visible from Churton Street. Trueblood said yes. She explained that
there would be a stamped crosswalk from Weaver Street Market to the staircase and entrance into River
Park. At this entrance, there would be a linear rain garden with pollinator-friendly plants and the artwork
would be incorporated into that entrance.
Trueblood said the wood needs to be moved from its current location by the end of December. The artist
would be selected by Summer 2019, and the artwork would be unveiled in April or May of 2020. Trueblood
explained that the timeline is somewhat long to allow for time for Orange County to build its entrance into
River Park.
Tesoro asked how the collaborators know how to process the wood before selecting an artist without taking
away the artist’s ability to use the wood as desired. Trueblood answered there are people on the task force
who know more and who know the wood needs to be planked and dried so it doesn’t rot or get insect
damage.
Campbell said this type of request would be a special project/partnership opportunity. She said there is
$3,500 left in the Tourism Board budget for special projects & partnerships. She noted that the Tourism
Development Authority partnered on a similar joint public art project in Gold Park, the bee hotel. And this
board funded the Stickwork sculpture, so the Tourism Program has historically funded public art projects.
Campbell said there is a healthy fund balance that could be used if the Board so desired to budget more
money to the special projects & partnerships line item.
Trueblood said she needs the funds reserved but not necessarily the check right now.
When asked where the rest of the money is anticipated to come from, Trueblood answered that $3,000 is
being offered by the Orange County Arts Commission in this Fiscal Year. That commission is confident it can
get an additional $6,000 in the next budget cycle, she said. She added that the Hillsborough Arts Council and
the task force would seek donations to make up the rest of the funding. She noted that the Stickwork
sculpture was funded almost entirely by donations and fundraising. She said the Town of Hillsborough’s
contribution up to this point is the wood from the tree and staff time for project management. The town has a
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very small public art budget line, and she could ask for it to be used for this project.
Hughes said he would be comfortable with the Tourism Board contributing $5,000 and the Tourism
Development Authority contributing $5,000 for a $10,000 contribution from the overall program.
Tesoro asked Trueblood if she anticipates some wood being left over. Trueblood said yes, but it belongs to the
Hillsborough Arts Council at this point because it was donated to them. Some may go to the cabinet-making
program at Cedar Ridge High School.
Hough asked for a reminder of what the threshold is that the Tourism Board has said it does not want to drop
below in its fund balance. Campbell answered it is the amount needed to fund their staff position, grants, and
all contracts for a quarter of a fiscal year, which is currently $124,050.
Motion: Hughes moved to approve moving $5,000 from the fund balance into the special projects &
partnerships budget line. Hough seconded.
Vote: Unanimous
Motion: Hough moved to earmark the $5,000 for this special project with the understanding that the
Tourism Board is asking the Tourism Development Authority to contribute $5,000 as well. Hough
also urged the Tourism Board to look at special projects funding so the board can reasonably
respond to other requests. Member Billy Maupin seconded.
Vote: Unanimous
G. Visitors Center Fund Balance Project List and Expenditures for FY19 and FY20
Campbell explained that the Alliance for Historic Hillsborough found a fund balance generated from Food and
Beverage tax income at the Visitors Center that either needs to be spent on special projects at the Visitors
Center or be returned to this board. She said that the fund balance is from years in which revenues remitted
to the Alliance exceeded the amount needed to operate the Visitors Center. She has talked through some
potential projects with Sarah DeGennaro, executive director of the Alliance, and the Alliance Board. She noted
that the money would have to be spent on tourism-related projects and be used to enhance the Visitors
Center since it’s Food and Beverage Tax dollars.
DeGennaro noted that the Alliance’s treasurer, Cathy Blackmon, was also present. DeGennaro said these
would be projects for fiscal years 2019 and 2020. She said she had descriptions, notes, costs, and potential
completion dates and cost on paper. She has quotes for the FY19 projects.
DeGennaro said the two years of projects would total $57,620. The current balance in that account is $76,750,
but the contract with the alliance includes keeping one month of Visitors Center expenses in that account, so
there is a total of $60,000 that could be refunded to the Tourism Board. If the Tourism Board fully funded the
list of projects, there would be $2,380 to return to the Tourism Board.
When asked, DeGennaro and Campbell said they were not sure how many years the overages were accruing.
Campbell indicated that thorough auditing and tracking of funds was not implemented until her position was
created. Hough reminded the board that the mechanism to return the extra funds annually was set up last
year. She said when the contract renewal is due for the Visitors Center that this should be addressed more
completely. Right now funds are returned to the Tourism Board at the close of the fiscal year.
Tesoro said there has been ongoing discussion with the Chapel Hill/Orange County Visitors Center about
creating a wall display encouraging people to spend “Day Two” in Hillsborough. She is wondering whether the
Hillsborough Visitors Center could partner with the Chapel Hill visitors center to create that wall with some of
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these funds. DeGennaro suggested considering funding that with some of the FY20 money. She said the FY19
projects need to happen this year, like painting the inside of the Visitors Center/Alexander Dickson House.
McKee asked for top priorities from the list. DeGennaro said they are everything listed to be complete in
FY19. She added that the history panels the museum is working on could possibly go on loan to the Chapel
Hill/Orange County Visitors Bureau for their display.
Hughes said he would approve the FY19 projects particularly because those are not the most expensive
projects. He is very interested in the FY20 projects, particularly the promotional video. Tesoro said the sooner
you create the video, the sooner you see the return.
DeGennaro said she has a relationship with the Durham video company called Story Driven. She noted that
company created a three-minute video for Duke Gardens followed with one-minute interviews that she
thought were good. Hough said she has spoken with Schatzie Crowther about placing interpretive panels with
LED videos around town as Philadelphia has done.
Hough likes committing to projects for FY19 and exploring options for FY20, possibly budgeting them year to
year.
DeGennaro said the first four projects add up to about $17,000.
Tesoro asked whether the Museum or the Visitors Center would be purchasing the panels DeGennaro had
mentioned. DeGennaro answered the Visitors Center.
Tesoro said she would be willing to fund the FY19 projects and the video for $10,000 should be funded in the
next FY20 budget cycle. McKee asked if the Tourism Board wants a check for the remainder. Tesoro said yes
and she wants the Chapel Hill/Orange County Visitors Bureau to have some funds for the “Day Two” display.
Motion: McKee moved to approve funding for the projects slated for FY2019. Hough seconded.
Vote: Unanimous
Motion: Tesoro moved to have the remaining funds returned to the Tourism Board with the remaining
funds to be used this or next fiscal year for the tourism video and/or on ‘day two’ displays at the
Chapel Hill/Orange County Visitors Center. Hough seconded.
Vote: Unanimous
5. Old business
A. Strategic Tourism Plan — Implementation updates.
Campbell reviewed the Strategic Tourism Plan is for July 2018 through January 2019. She noted the red text
are updates. She said she had researched whether there were other tourism-related conferences to attend
and determined that VisitNC365 was the only conference. She said that it costs about $1,000 per person for
the three days and that she would like future budgets to include enough for at least one member of the
Tourism Board to attend. Likewise she would like to see the same for the Tourism Development Authority, per
the strategic plan, so that board members can stay up-to-date on the latest trends and tourism information
for the state.
6. Discussion items and monthly reports
A. Alliance for Historic Hillsborough Director and Programs Report
DeGennaro reported that she is working on an interpretive sign about the Regulators with Holly Reid and that
money has to be raised to pay for this sign. She said the Alliance just finished completing its annual report and
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the report would be available soon. She noted that the Hillsborough Garden Club’s World War I Poppy Project
would be completed with the ringing of bells at 11 a.m. on Nov. 11 at the Old Orange County Courthouse.
Tesoro asked how the Garden Club reciprocates with the Visitors Center on the Poppy Project. DeGennaro
said the Garden Club put a lot of volunteer time in. The Alliance has used some of the poppy project to
program the back room of the Visitors Center.
DeGennaro shared that T-shirts were made to be sold for the Spirits Tours and that with all the rain they did
not sell as well as she was hoping. Also, one of the tour nights had to be cancelled due to the rain.
DeGennaro noted that work is continuing on the Occaneechi village replica construction. Work is also
continuing on the book project, and she is continuing to research African-American history in Hillsborough for
a new guided walking tour. She said work is also being done on the history of Hillsborough panels and white
sign replacement project. The latter would be to provide information and perhaps funding for homeowners to
replace the white signs in front of their historic homes.
When asked how many school-aged children come through the doors in a year for programs, DeGennaro
guessed about 600. Campbell suggested ordering pencils to give to the kids to take home that said ‘Visit
Hillsborough’ on them as a joint gift/marketing tool. There was discussion that programs which include
children often don’t include the Orange County Historical Museum.
Hughes said he is now on the Museum board and there is not yet a strategic plan. There was discussion that
the Museum held a strategy meeting on a Sunday but that more funding partners should have been present.
B. Visitors Center Communications Report (September)
Campbell reported September visits were not as strong because of hurricane weather/rain. Hog Day was
canceled. The Sunday concerts in Hillsborough have gone really well, and none had to be canceled.
C. Tourism Board Staff Report and Chapel Hill/Orange County Visitors Bureau Updates (September)
Campbell reported that she had attended a second rebranding meeting with the consultants hired by the
Visitors Bureau and that Chapel Hill’s view of Orange County is different from Hillsborough’s view of Orange
County. She said that the Visitors Bureau is having a hard time defining itself and is working with its marketing
agency on that. Also, the Light Up the Night Hillsborough Holiday Parade is coming along well. The Tourism
Development Authority ran advertisements in the fall on High Country Radio stations. The Chapel Hill/Orange
County Visitors Bureau held a food festival in Chapel Hill. Laurie Paolicelli, the bureau’s executive director, is
still potentially looking to relocate the Visitors Center in Chapel Hill and reprogram it. The UNC Football team
is not having as strong a season as past years and occupancy is down only slightly due to this.
The prepared food and beverage tax income was down 2 percent, or $500, for July.
Campbell noted that Mystery Brewing had closed and that both the brewery and the restaurant operations
and equipment are for sale/lease. She said that she is hopeful that there will be another tenant for both
spaces, but that losing Mystery puts a gap in the market for both economic development and tourism. She
explained that a craft brewery brings in many people as an attraction.
Campbell reported she would be giving a Tourism Program update at the November meeting of the Chapel
Hill/Orange County Visitors Bureau.
7. Adjournment
Motion: McKee moved to adjourn at 8:24 p.m. Maupin seconded.
Vote: Unanimous