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Home My Public Portal About2016-06-02 TOWN OF TRUCKEE MARKETING AND VISITOR SERVICES SUBCOMMITTEE lllr�� I �o '" Ill• REGULAR MEETING MINUTES �•rQ°r44.ule- es- oto°r°ribs•• June 2,2016,9:30 am Town Hall-Administrative Center 10183 Truckee Airport Road,Truckee,CA 1. CALL TO ORDER—Vice Mayor Barr called the meeting to order at 9:30 a.m. 2. ROLL CALL: Subcommittee Members;Vice Mayor Barr,and Council Member deRyk Jones. Staff Present: Assistant Town Manager Terrazas, Town Manager Lashbrook and Town Clerk Price. Public Present: Chamber of Commerce—Lynn Saunders,Dave Sick,Tanya Beyers,John Manocchio,Melody Rebbeck, Robbie Litchfield and Cassy Habel. 3. PUBLIC COMMENT—none. 4. CONSENT ITEMS 4.1 Minutes: April 6,2016. Recommended Action: Approve minutes. Consensus to approve the minutes. 5. WORKSHOP ITEMS 5.1 Multi-year Integrated Marketing Plan/Chamber Marketing&Visitor Services Contract. Recommended Action: Provide direction to staff regarding terms of the agreements for a recommendation to Council. Lynn Saunders Executive Director,Truckee Donner Chamber of Commerce(presentation on file with the Town Clerk). • First meeting was somewhat of a"working"meeting where we started to introduce the concept of an Integrated Marketing&Communications Plan o Integrating an economic message o The various marketing initiatives underway and funding partners o Introduced the three focus areas:Visitation, Economy, Community o We also heard concern from the Arts&Culture community and the Truckee Downtown Merchants Association(TDMA)about their marketing needs • After that meeting we spent time with each of these groups listening to them,explaining our proposal, talking about the new website,etc.and we came up with some new programs that we felt would address their concerns and needs • At our second meeting,we presented a PowerPoint that outlined: 111 o How different the marketing needs and landscape is so different from years past and previous marketing contracts between the Town and the Chamber o How there are many different stakeholders in the community, all with their own needs.And that there are now multiple funding partners that are involved in these efforts—the town, Truckee Tomorrow public-private partners, and the Truckee Tourist Based Improvement District group—all with skin in the game—which is very different from years past • The direction we heard leaving that meeting: o Shift more dollars from visitation to economic o Work with Town staff to prepare a streamlined proposal • We were all a little uncertain at that time if a presentation would be made at the Budget Workshop,and it turns out that staff felt it would be better to bring the Marketing Subcommittee back together to work through the proposal with the goal of coming to consensus to go before Town Council to do a presentation, get the other council members up to speed and ultimately lead to a contract Group Discussion: • The Chamber is actively working with the Trails Foundation on the trails map,which is a sub-set of the funding identified in the budget proposal • New program for grants for collateral marketing pieces o Example provided for walking tour map • The TDMA would have to apply annually for the competitive grant. • Three fold benefit: • It was requested by Council • It is broader than the event only grant program • Improve marketing,improves the event and ultimately the community o The Chamber currently has an event grant program o This program would be the appropriate place for the TOAST request o The program is envisioned to have two grant cycles in a year o Truckee Public Art Committee has three events annually and this grant opportunity could help them publicize the events o The tourism grant program has a committee selected from lodging, events,and chamber members • The grants are review based on set criteria • New program for community engagement o Although this is identified as a new program there are items that have been done in the past • It is important to identify where the funding previously came from for these items • TDMA,Town and PUD historically paid for the downtown holiday lighting • In the past the Chamber occasionally provided the TDMA funding for lighting to improve the visitor experience • TDMA has been doing the holiday lighting with the Follies as a funding source • The TDMA has the opportunity to pursue additional funding for the lights • The Rock has lights and the Town doesn't fund them. • The downtown is the heart is and sole of Truckee, however,the Chamber needs to be broader than just downtown and not just taking over a TDMA program • The sub-committee is not in support of the Chamber taking over the Downtown lighting project that the TDMA has historically funded • Now there are 44 banners instead of 22 downtown • Seasonal banners need to have the new brand incorporated • Some items in this program were done occasionally,this item provides the funding designated to these items o New items in here • Strategic approach to get brand out in the community • Content writing • Improve the community engagement • Brickelltown Streetscape • The program communicates to the community the brand physically and visually ' • Communicating what the brand is • Colleen Dalton's time to have meetings with community members will be funded • The sub-committee recommended removing the examples of the physical stuff from the program description • If it is fund Colleen Dalton's time than that's what it should say, be specific in the content for the message being sent out • Gateway could use help and marketing and collaboration. o There is a need not currently being met o The Donner Pass Road (DPR) project will provide a new • opportunity o Quality of life survey • Difference between the quality of life and the livability,seem to have some overlap here • Community quality of life is surveying residents • Would you recommend"NPS"score • The community indicators are more what we bassline in a systematic place • Does it make sense to combined the two programs for the purposes of presentation blended Thought behind the metrics—still here— • Evaluate the efficacy of the program o Economic Development—okay o Website—okay o Metrics 111 ■ No problem with the direct metrics—need some numbers • Target growth numbers • How did we do as a community? • Public funds that can be spent in many ways. Have we spent them the best way? Can we show the community that this was money well spent • Needs accountability • Provide baseline and target numbers • Help focus in the future to target aspects o Budget • Integrated marketing budget • Request that Town money are spread between all areas o Only in recruitment and community engagement o Town should be supporting all aspects of the community o Marketing is in how we support our existing community • Move the Town contribution amounts to be even throughout the recruitment and retention • The TBID was not established to supplant the Town marketing funding • In 15/16 actuals Town spent—3%increase per year$160,000 and$230,000 • The program in 2015 are not the same as they are today • Page 6—$230,000 integrated marketing • $160,000 in new programs • Truckee Tomorrow spawned marketing programs are$60,000 total ▪ New programs are targeting the feedback the Chamber has received to help the community T • Truckee Tomorrow was meant to guide us into a new economy • Alternative could just be more visitors and second homeowners • This is a shift in paradigm,and focus—dramatically different in scope and sophistication o Including talking to businesses in strategic business meetings. • Track the spending for review next year • Related to draft Town budget • Town needs$35,000 community event support and economic development perceived as competitive. There is this request and SBC has requested $12,000 • Add SBC and Chamber into the economic development pot • Chamber is looking for an annual contribution not one time money • Process • The sub-committee recommendations will be made to Council at a future meeting after approval of the budget 6. ADJOURNMENT—10:40 am To the regular meeting of the Marketing and Visitor Services Subcommittee as scheduled at Town Hall, 10183 Truckee Airport Road,Truckee, CA. Respectfully s itted by: Jud rice, Town Clerk 1