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Board of Directors Executive Committee
Board of Directors, in alphabetical order by Last Name Click HERE for the Door County Tourism Zone Commission
Board Meeting Dates Held quarterly on the fourth Wednesday at 4pm at the Gibraltar Fire Station October 21 (Annual Meeting) ~ December 16 (3rd Wed)
ALL meetings are at the Gibraltar Fire Station on Highway F, just west of the Greenwood Supper Club - unless noted otherwise. Executive Committee Meeting Dates Every month at 8am in the Gibraltar Town Offices (Post Office/Library Building)
Comments? Suggestions? Questions? Concerns? Your input is vital to our organization. e-mail Jack Moneypenny
DCVB Board Minutes
Meeting Minutes October 21, 2009
Attending: Anderson, Bhirdo, Brown, Chaudoir, Dickson, Downey, Eliot, Flittner, Frank, Gomoll, Hellman, Jarosh, Kelsey, Kopischke, Krause, Lawrie, Lowry, Mann, Mead, Merkel, Murphy, Pitchford, Regnier, Sherman, Skare, Stillman, Stubenvoll, Viste, Wilson, Zaug
Staff Attending: Berndt, Denis, Everhardus, Jarosh, Moneypenny
1. Call to Order. Chairman-Elect Bill Brown called the meeting to order.
2. Approve Minutes of June 24 and August 26, 2009. Brian Kelsey moved to accept the minutes, Paul Regnier seconded; passed unanimously
3. CEO Report. Jack Moneypenny thanked the Board of Directors for their support and noted that October 15th had been his two year anniversary at the DCVB. [Applause.] We have a strong foundation and a good deal of Board and Community support. Moneypenny also thanked the Tourism Zone Commission for getting numbers together through October 15th so he could present to the board and membership.
In an apples to apples comparison with 2008, we are down just 2.25%; adding in the communities that are part of the Tourism Zone starting in 2009 we are ahead of last year. Although we would have liked to have had a 2.25% increase, we are doing much better in comparison to the State, which is 14% down on average. We believe this is quite a feat, given the rocky state of the economy.
Continuing with the YTD statistics, we are down 3% or 41,000 visitors on the website but are up 7% on new unique visitors to the site. We have hosted 45 travel writers with another group scheduled for December; we will finish over our goal of 50 for 2009. Moneypenny had lunched with the writers who, despite the weather, were glowing in their excitement about the County.
Welcome Center lobby traffic was up 18% in August and 40% in September. Overall for 2009, traffic was up 29%. We believe this is because of a high volume of new-to-Door-County visitors; the DCVB is pleased to have gotten them here and will work to bring them back in the future.
Visitor Guide fulfillment is 123% of goal already with only 3,600 guides remaining for distribution before year end. Sue Sherman asked what the impact of losing the State Visitor Centers had had on OVG distribution. Moneypenny related that the Kenosha Welcome Center’s cleaning woman had taken it upon herself to keep some of the racks filled with Door County Visitor Guides on the days when she worked cleaning the restrooms. The Bureau will do something nice for her in recognition of her superlative effort on our behalf. Other Visitor Centers have been taken over by local organizations that have staffed and distributed guides for certain localities. The Bureau will recall unused/undistributed guides for distribution through the end of the year. It’s exciting to be working towards zero books remaining in January. Niche brochures are the last big thing to report on. These began as lists of information specific to a certain interest group compiled by the Information Specialists at the Welcome Center. This became a small publishing enterprise using a color copier until this summer when we standardized the formats and published nine “niche brochures.” Deliberately printed in short runs so new members could be added frequently, these brochures have proven very popular with visitors and visitor center staff throughout the County.
4. Strategic Conversation and Budget Vote. Since virtually all of the Board had seen the presentation on the Strategic conversation and preview copies had been distributed the week before, Brown asked for a motion to approve the Strategic Conversation 2010; Kelsey so moved, Sherman seconded; passed unanimously.
Brown then asked for a motion to approve the 2010 budgets; John Lowry so moved, Jerry Zaug seconded. Moneypenny said that after the final numbers for 20090 were known, the budget would be reviewed and adjusted. Ata this point, it appears that we will be carrying forward $178,000 into 2010. After discussion, the vote was unanimous to approve.
5. Board and Executive Committee Discussion. Brown stated that the board had received an email asking for volunteers to sit on the Executive Committee and for a Vice Chairman. The Executive Committee is concerned with succession, of the need for new opinions on the Committee and a fresh focus for the Board of Directors. We need to vote on the slate and we have no Vice Chairman to step forward. We would like to have a retreat day to discuss board governance, make recommendations on the structure of the board and implement a plan for recruitment, training and succession for the Board.
6. Presentation of the Slate and Vote. Vicki Wilson asked if there were Executive Committee volunteers. Steve Gomoll had sent a response to Dave Eliot and Steve Hellman said he would volunteer as well. Brown said the slate would be Jerry Zaug as Treasurer, Brown as Chairman and Eliot as Past Chairman with the Vice Chair vacant for the time being. Anderson moved to accept the slate as presented, Frank seconded; passed unanimously
7. Discussion of the Current Business Climate. There was no new information presented.
8. Unveiling of the OVG Cover. There were three potential designs for the 2010 OVG cover. To provide a kind of focus group to help inform the final decision, about 25,000 email addresses derived from Visitor Guide requests in the last 18 months. The survey asked for choices; within 40 minutes 400 responders had chosen one cover design by 63%. By the end of the vote over 4,000 responders chose the same cover by 68.3%. It is an iconic image with people, action, big water and other references to the County’s image. Unveiled to oohs and aahs. Moneypenny noted we have advertising sales of $400,000 to date.
9. Adjourn. Brown recognized Moneypenny and his staff for doing a great job. He also thanked Eliot for his year as chairman. Brown moved to adjourn the meeting, Mary Mead seconded; passed unanimously.
Sally Everhardus Director of Administration DCVB Board Minutes
Meeting Minutes August 26, 2009
Attending: Brown, Chaudoir, Downey, Eliot, Flittner, Jarosh, Kelsey, Kopischke, Krause, Lawrie, Mann, Pitchford, Regnier, Sherman, Skare, Stubenvoll, Wilson, Zaug
Staff Attending: Berndt, Denis, Everhardus, Jarosh, Moneypenny
1. Call to Order. Chairman David Eliot called the meeting to order.
2. Approve Minutes of June 24, 2009. Since there was not a quorum, approval of the minutes was deferred to the October meeting. Since we are interested in approving the WACVB Code of Ethics, an electronic vote was recommended.
3. CEO Report. Eliot reported that he had met with Bob Kufrin and Bryan Nelson, Tourism Zone Commissioners. It was suggested that a lunch with Eliot, Kufrin and Jack Moneypenny might be beneficial to hash out differences and make the monthly meetings go a bit more smoothly. Kufrin is interested in moving forward together. Moneypenny added that there had been a mis-communication early on in Commissioner expectations and that he feels more comfortable with walking them through monthly numbers and strategic rationales.
Moneypenny apologized if his CEO Report is redundant with the bi-weekly newsletters. Web visits are down from projections. This is part of the budgeting and approval process that, out of necessity, is completed and approved before we have year-end actuals on which to base the following year’s projections. The 2009 web visit projections were based on 2008 projections plus 15%. Therefore, we will be close but will not reach the goal. As we work through the 2010 Strategic Conversation, we will probably adjust our 2010 projections after the beginning of the year when the 2009 year-end numbers are available.
At the beginning of the year, we terminated our contract with BurrellesLuce clipping service and began a relationship with Cision. This decision was based on a number of factors but the difference in measurement formulas means we aren’t able to compare apples to apples between AVE (the Ad Value Equivalent used by Burelles) and the PV (Publicity Value) used by Cision. This new methodology will become our new benchmark. We are far ahead of goal in the number of impressions. It should be noted that in 2008, we had tremendous coverage from Midwest Living Magazine and that will not occur again in 2009. On the whole, Cision offers many other amenities that far outweigh the loss of the AVE statistic.
Alan Kopischke said he always thought the AVE equaled the cost of a one page ad plus placement in a publication; the publication itself makes a difference in the impressions and the ad value. Jon Jarosh said the rack rate is probably a lot higher than AVE and he thinks the publicity value is a more accurate measurement overall.
On October 1, a questionnaire will be distributed via Survey Monkey to assess how the DCVB is doing in the eyes of the membership and community stakeholders. Lobby traffic in the Welcome Center is up 31% and the parking lot is full all the time, forcing staff to park on the lawn behind the Center. We are near the goal of Visitor Guide fulfillment for the year. If we begin to run short on Guides, we’ll ask those who are closing for the season to return any unused copies so we can eke out until the end of the year.
Festival of Blossoms (FOB) sold 295 packages, roughly the equivalent of 600 room nights. There are 105 outstanding $25 gift certificates yet to be redeemed. By tracking the places where they were used, the promotion fulfilled our goal of spreading money throughout retail, restaurant and attractions in the County. Jerry Zaug asked how we knew all the gift certificates were used as no one would turn them in for a refund. Actually, ten were returned and the business was reimbursed for the $15 purchase price.
Fall renewals invoiced 679 members, 337 have renewed and 334 are outstanding. A reminder was sent to spur invoice returns by the extended deadline of September 7.
Moneypenny wanted to share the facts about staffing numbers at the Bureau. While the budget has increased tenfold, we have added only two people in the last three years. Marketing and PR were split into two positions and, to help with the increase in marketing follow up and CTA, one position was created.
Year to date visitor complaints as of the end of July are at 4 compared to 13 in 2008.
4. Announcement of Agency Partnership. In June, we discussed the process of finding and retaining an advertising agency. We would like to help you understand what an agency can do. We have vendors like Geiger and eBrains and the staff has to monitor what they produce for the Bureau, evaluate the benefit they bring to the table and leverage their expertise. Last week the staff and Task Force reviewed three agency presentations. Vicki Wilson, Brian Kelsey and Greg Stillman ended the session with questions; all three were OK with any one of the three agencies but felt it was up to the staff to make the final decision.
The day before, Moneypenny and Mary Denis met with the three agencies in Milwaukee to ask questions and make a final evaluation. As a result of those meetings, they decided to use an agency called “Noise, Inc.,” with offices in Milwaukee and Sanibel. They will give good value and add-ons at their agency rate of $90-125/hour.
Kelsey said was surprised that a decision had been made; Stillman had called Kelsey to express his anger; Kelsey, Wilson and Stillman think the process was flawed. Moneypenny responded that the message he thought he received was that any of the three agencies would work and that the staff had to work with the agency every day. Kelsey responded that any agency is better than what we have and that he understands the financial questions; he is surprised that the Committee didn’t get back together to share that information before making the decision.
Vicki Wilson said it was her message to the committee that all the agencies would be able to do the job, but the staff needed to make the final decision. Mary Denis said she and Jack took her at her word to which Kelsey replied that he was not questioning the decision but that he thought the committee should have been in on it. Moneypenny said he would apologize to Stillman and asked if, knowing what Kelsey knows now, is the decision OK. Kelsey said he wasn’t questioning the decision, as a committee member he just wanted to be in the loop. Eliot said the confusion seems to be a point of order; Zaug added we should learn from it and move forward. Eliot said he’s excited about the agency possibilities and looks forward to seeing what they can do for the DCVB.
5. Customer Concern Letter, Vicki Wilson. Wilson said this letter came to her through a lodging contact; Wilson called the complainer to discuss his issues. He had called several lodging properties to make two night reservations for Pumpkin Patch Weekend; he was told that for that weekend, there were only three night options. His letter ended by saying he won’t be coming back to Door County and he will tell all his friends. Eliot said this was discussed briefly at the Executive Committee meeting. Paul Regnier said he runs into the same thing in other communities with his tour business.
Zaug said it was wrong to assume that people would book a three night stay and actually leave after two nights; if they book it, they stay. Sue Sherman said there are so many variables; there are certain weekends like Pumpkin Patch that do have that minimum. Bill Chaudoir said this isn’t a County issue, it’s an individual business decision. Kopischke said it sounds as though the complainer thinks there is collusion.
Phil Berndt said the Welcome Center staff is starting to get calls regarding odd nights and they are working with lodging properties to fill them. It is recommended to say “no vacancy” on the online calendars if there are only odd nights left and then call the Welcome Center staff and let them know availability. The staff can often help fill those nights with visitors making late reservations. Karl Stubenvoll confirmed that the caller had indeed talked to several innkeepers. Regnier said the difference from other venues is that we’re discussing it and the complainer was called. It’s Door County, we’re different — we’re not Chicago. Wilson said she was on the Door County team.
6. Board Development. Eliot said there is not much to report except that the process is moving forward for fall and winter.
7. Discussion of the Current Business Climate. Tim Lawrie initiated a wide ranging discussion among board members. It has been a very strange year.
8. Other Business. Joe Jarosh said they had been getting great compliments on the niche brochures. They are well-used, well-received and people love them. All the Visitor Centers have responded positively to them as well. Lawrie asked how many were printed. Denis said 5,000 for the first printing and some have to be reprinted already. The policy was to give them to businesses 50 or 100 at a time; Visitor Centers would receive as many as they wanted.
Moneypenny said that in a closed session he had discussed with the Executive Committee that his wife had been made General Manager and Partner at Liberty Square. It was agreed there was no conflict of interest.
10. Adjourn. There being no further business, Eliot adjourned the meeting.
Sally Everhardus Director of Administration
DCVB Board Minutes
Meeting Minutes June 24, 2009
Attending: Anderson, Bhirdo, Boettcher, Brown, Downey, Eliot, Flittner, Gomoll, Grutzmacher, Hellman, Jarosh, Kelsey, Kopischke, Krause, Lowry, Lawrie, Lowry, Murphy, Pitchford, Sherman, Sunstrom, Wilson, Zaug
Staff Attending: Berndt, Denis, Everhardus, Moneypenny
1. Call to Order. There being a quorum, Chairman David Eliot called the meeting to order.
2. Approve Minutes of April 24, 2009. Bill Brown moved to accept the minutes with corrections; Fuzzy Sunstrom seconded, passed unanimously.
3. CEO Update. Jack Moneypenny recapped the Festival of Blossoms package campaign that ran for six weeks: 287 packages were sold by participating lodging members; gift certificates sold through this program all had the FOB logo so we could track where they were redeemed; a total report will be generated when we are certain that all certificates have been redeemed. One feature we need to build into the web listing is to have the participating businesses rotate as to who comes up first on the web download. Businesses further down in the alphabet didn’t experience the full opportunity of the packaging.
Comparing the tax collections 2008 to 2009, we held our own, finishing within $880 of the prior year. ADR (average daily rate) is down but occupancy is up. Sue Sherman said that some lodging owners say their reservations are down. She wonders if they are doing everything they can through the Bureau’s programs. Moneypenny said that people he has talked to about lower reservation rates seem to equate where they have been historically rather than where they are in this economy.
The Tourism Zone Commission wants to have an ad hoc committee to help establish goals for the DCVB. Moneypenny asked that a DCVB board member sit on the committee; they may, but only in a non-voting capacity. TZC members would be Dick Skare, Jeff Larson, Dave Holtz, Bryan Nelson and Bob Kufrin. Alan Kopischke asked what legal authority the Commission has to undertake this. Moneypenny said that the DCVB has been setting its own goals and giving them to the Commission, which is like the fox guarding the henhouse according to the TZC. We said that DCVB performance should be based on occupancy and tax collections. Since they collect and administer the funds and we are their “vendor,” they should be setting the goals. Kopischke responded that the goals of the DCVB and TZC should be reasonably related; yes, but the Commission would feel more comfortable if they actually set the goals.
The Community Marketing Fund coordinator is going very well. Joe Jarosh said that Jacksonport was very pleased with Bruce Hill’s efforts on their behalf. Brian Kelsey said Fish Creek was too.
The Certified Tourism Ambassador program continues to beat all expectations. To date there are 258 certified ambassadors against the goal of 120. The last session will be July 13 at Bread and Water in Washington Island. There are a lot of people from the peninsula trying to get into that class as they missed earlier sessions. The program has really caught on and lots of front line employees have been certified.
Moneypenny and Mary Denis have been looking at the possibility of retaining an advertising agency to increase the media reach and review creative for consistency of message. A committee of the DCVB senior staff plus three each from the Executive Committee and the Board should be formed to review an RFP, make selections from the returned proposals and recommend after agency presentations are reviewed. The entire Board is invited to view the agency presentations. The committee will meet the following day to make the final selection.
Kelsey said he was just on the state committee and it was lengthy and grueling. Laughlin Constable was chosen. Steve Grutzmacher said that what kind of financial benefit we can offer will color the agencies’ presentations. Denis said we are not asking for spec work or branding, instead we’re looking for the right mix of expertise, e.g. in social media. Grutzmacher said a larger agency would have the resources and personnel for a project of our scope. Kelsey said he would like to see how they would market the County. Grutzmacher also likes the idea of slightly smaller firms as they typically have a good group dynamic and can communicate how they approached ad campaigns. We are already a definable brand and destination so having Door County as a client would be good for an agency. In response for a request for committee members, Wilson and Zaug from the EC [Stillman will be asked] and Boettcher, Kelsey and Grutzmacher from the Board volunteered.
4. Financial and Audit Review. After brief discussion on the audit, Kelsey asked if we needed a motion to accept the audit; Anderson so moved, Claire Murphy seconded, passed unanimously. Now that the audit has been approved, we can send to the TZC. There was a great deal of disappointment in the delays and failure on the auditor’s part to adhere to a due date. Rather than a 17 month audit, they audited the balance sheets August through December of 2007. When they were satisfied with that information, they conducted a formal audit of calendar year 2007.
Eliot asked if it was necessary to give the audit to the TZC. [It is not in the agreement that I could find.] Moneypenny answered that we gave it to them last year and it is public record, as is our 990. Yes, but is it required? Should it be posted on the Members’ website? Kelsey recommended making it available to someone who requests it, but not to post it on the website. Moneypenny said a Sturgeon Bay innkeeper called asking for detailed financial information month by month including how our money was spent, when our bills were paid and the like. Wilson said that a phone call was in order. Moneypenny will let the inquirer pull the information together from existing sources.
5. DCVB Timeline. We are looking ahead at planning for 2010 and developed a timeline to keep us on track and so the Board knows what’s on the staff’s calendar. The timeline has all Board, executive committee, conferences, Tourism Zone meetings as well as budget planning deadlines. [A timeline was distributed at the meeting.]
6. Long Range Planning/Vision 2014-2019. Eliot introduced the subject by asking what the DCVB Board sees itself doing in the future. The Bureau should be perceived as a leader in the community, especially for the tourism industry. The Door County Community Foundation brought in a facilitator for a visioning session; this was discussed that the last Executive Committee meeting. Bill Geist was suggested as a facilitator at that time. Kelsey recommended bringing Geist back as his presentation at WIGCOT was focused on the future trends in the industry. Anderson said he didn’t believe Geist was the visionary we are looking for; Moneypenny said he felt Geist dealt with more immediate, current issues and that a futurist might be more appropriate. Geist could be used to promote greater involvement by the Board and a futurist could look at the role of the Bureau in the future.
Denise Bhirdo commented that we had gone to community government boards in the past to pass the room tax; perhaps it is time to invite municipal government officials to join the DCVB Board. Eliot said he just wants to be on the same page with the TZC and other community organizations in order to avoid being investigated under a microscope. We should be growing together instead of separately. How do we share more information between communities and the Bureau. Bhirdo, as President of the Village of Sister Bay’s Board of Trustees, doesn’t give a lot of information about the Bureau to Village officials. Moneypenny or a DCVB representative should talk to these municipal boards directly, perhaps through liaison members. Recently the Village of Sister Bay bylaws were rewritten to include a Sister Bay Advancement Association representative on the village board. The liaison could give sales pitches for tourism and the DCVB.
Kelsey observed that this could encourage municipalities to think about increasing their 30% share of room tax money. Rather than having the DCVB Board alone represent the hospitality industry, we need to find ways to engage the entire County to recognize the value of tourism and be part of the Bureau’s goals. Krause said Ephraim was able to do that for Fyr Bal but it took a lot of work.
Murphy asked if it might be possible to get restaurants and retail together in the same way lodging owners united to get the room tax passed. Kelsey said that there was a model for that in PAHA (Peninsula Arts and Humanities Alliance). They meet to discuss what is going on, only executive directors are allowed — absolutely no board members — and they come together for cooperative arts marketing. Moneypenny sits in as an ex officio member.
Sunstrom and Hellman said they could get together with other restaurants. Sherman said the Bureau should have this potential coalition totally organized in advance then invite people to see the value and benefits of working together. Phil Berndt said the Membership department was close to realizing one aspect of the strategic plan as they are searching for areas of common concern among members. Moneypenny gave kudos to Berndt and Martha Beller for bringing in 54 new members since January. Only two members dropped and that was because they were closing their businesses. Moneypenny said that businesses County-wide are beginning to see the value of a DCVB membership; the Stevenson Pier Mini Mart joined the Bureau and 6-7 more businesses from Southern Door are being cultivated.
Wilson asked if a futurist would be giving a talk or would there be a working session. If both, the membership could be invited to attend the talk or lecture and then the board would adjourn to the working session. The staff will investigate and report back.
7. Discussion of the Current Business Climate. Krause said that during Fyr Bal all comments about the DCVB were very positive. Kelsey asked if attendance was up and if local businesses had experienced an up-tick in sales. Sherman and Krause said their rooms were full and that the festival was better than the prior year. John Lowry said the Blue Dolphin does better the weekends before and after. It is unclear if people are actually spending money in local businesses rather than in street-side carts. Grutzmacher said since the weather had finally gotten hot, there was no one in the bookstore but the beaches were filled. Sunstrom said it was necessary to get people to come to the festivals and then up to us to encourage them to come back.
Sherman said their inn had created one more week of discounted rates and their occupancy was way up in May, especially for Festival of Blossoms packages; they gave good value. Murphy concurred saying that they extended winter rates but their guests were buying the FOB packages because of its higher perceived value. Sherman said the FOB had worked because of the lead time; KSD (Kingdom So Delicious) should be packaged soon to give adequate lead time for lodging owners to prepare. Gift certificates added great value to the packages.
Tim Lawrie asked about advance reservations. Sherman and Krause said they were a little ahead of last year for the fall, but it was too soon to tell. Sunstrom said people are not making their reservations as early as in the past and Brown said that with the better weather, advance reservations are picking up. Several feel that the InnLine Vacancy Calendar is misleading and encourages people to not make advance reservations when they see vacancies on the calendar. However, they may be single night, single room vacancies so when a guest arrives they may be told they would be in three different rooms for their stay. The Bureau will discuss with Baylakes Systems to see if there is a way to resolve this problem. Jarosh said that reservations are up in the State Parks and people are staying longer. Also they keep track of license plates and have had guests from 38 states and 6 foreign countries. Someone inquired if campgrounds pay room tax [yes, depending on the amenities offered].
Moneypenny offered to make a pdf copy of a book on travel buying patterns. We were given permission to use it however we wish.
Eliot asked how Sturgeon Bay was doing with all of the construction and traffic rerouting. Hellman reported a 20% increase over 2008, but did note that in 2008, there was no street. There will be two way traffic downtown through October at least, during the time Michigan Street is being rebuilt. He thinks that in September City Council will begin to entertain discussion on the confusing traffic patterns in downtown Sturgeon Bay. They are all looking forward to the end of construction. There are many business owners who think Sturgeon Bay may become a ghost town when it used to be the commercial center of Door County.
Hellman did some informal surveys to see what businesses were open after 5pm and there were only five non-restaurant businesses open; at 7pm there were only restaurants open. It seems to be a cart and horse dilemma; with more things open, more people will come or more people then more businesses would be open. Todd Trimberger and the SBVC have tried to encourage later hours. Lawrie questions the health of specialty shopping in Sturgeon Bay. Downtown businesses will have to make it through 2011 and the reopening of the Michigan Street Bridge. Sunstrom said that someone posed the question on WDOR, “How do you get to the Dairy Queen from downtown without using the bypass?”
Bhirdo asked if anyone had read the WalMart study in detail [no]. There are huge chunks of information missing. Sister Bay feels that a Super WalMart will affect businesses in their village. She doesn’t know the criteria from a retail perspective but remembers that the Chamber had drafted a letter saying it was not in favor of allowing a Super WalMart. Krause said that she only buys in Door County to support other local businesses and recommended that others do that as well. Lawrie stated that many of the city’s leaders don’t realize that tourism is the number one business of Door County and of Sturgeon Bay.
Grutzmacher read a study in 2008 that indicated a 12.4% retail vacancy rate, which he feels is more like 18% in 2009. A super center has the potential to devastate Door County Retailers. City council members have told Moneypenny that’s not how their constituents feel about the issue. A large problem is that the businesses can’t vote; people are voting from self-interest in lean economic times and not taking the long view. Had businesses been able to vote, the Egg Harbor Marina would have been a reality.
Wilson said she dislikes that money generated by a WalMart goes out of the County. Sunstrom said that the people who want a WalMart are just looking to save money to which Wilson responded that our entire entrepreneurial economy could go down. Grutzmacher feels there is not a significant enough enhancement to the community that comes with the addition of a super canter and that it amounts to unfair competition. Kopischke feels that WalMart is good at pitting local interest groups against each other.
Moneypenny related an issue brought up by Bob Dickson on the availability of pet-friendly accommodations. A customer was disappointed that lodging facilities who say they are pet friendly didn’t have accommodations for their pets. Door County has 68 pet friendly places but those rooms are reserved early; this customer had taken a chance on finding something without an advance reservation.
8. Other Business. Kelsey said that Wisconsin Dells don’t choose their own Visitor Guide covers, they send it out to a survey team to choose what resonates with their customers so they give them what they want. It’s an idea for us to try. Eliot said it was one way but what we need to do is facilitate the buy in from Door County businesses. Eliot said the Dells had allowed the community to become an amusement park. Moneypenny stated once again that the only negative comments he’s heard about the Visitor Guide are from within the County, all other comments have been overwhelmingly positive.
10. Adjourn. There being no further business, Eliot adjourned the meeting.
Sally Everhardus Director of Administration
DCVB Board Minutes
Meeting Minutes April 22, 2009
Attending: Anderson, Bhirdo, Boettcher, Brown, Chaudoir, Dickson, Downey, Eliot, Flittner, Frank, Grutzmacher, Hellman, Kelsey, Kopischke, Krause, Lowry, Lawrie, Lowry, Mead, Merkel, Murphy, Pitchford, Regnier, Sherman, Skare, Stillman, Viste, Wilson
Staff Attending: Berndt, Denis, Everhardus, Jarosh, Moneypenny
1. Call to Order. There being a quorum, Chairman David Eliot called the meeting to order.
2. Approve Minutes of February 25, 2009. Bill Brown moved to accept the minutes; Brian Kelsey seconded, passed unanimously.
3. Financial and Audit Updates. Jack Moneypenny said the in house phase of the audit was completed in February and the auditor has promised the finished audit no later than May 15. The time period is for 17 months in order to bridge the gap caused by transferring to a calendar fiscal year. We would like the Finance Committee to meet in advance of all Board of Directors meetings. The committee was originally all of the Executive Committee with the addition of Steve Gomoll and Tim Lawrie. As Treasurer, Jerry Zaug will chair the Finance Committee with Gomoll and Lawrie. Others having an interest in serving on the Finance Committee should contact Zaug or Moneypenny.
4. Legislative Days Update. The planning committee was hoping that 100 people would be in Madison noon Tuesday through noon Wednesday, May 12th and 13th representing Door County. Current count is between 50 and 60 participants. Tuesday evening is a reception and dinner; Barbara Lawton will be the breakfast speaker and there will be appointments with legislators. Bill Chaudoir said Cindy Weber was working with Peninsula State Park for the 100th anniversary. He asked if AFT could do a selection from their anniversary tribute to the Park, but that is doubtful.
5. Green Fund Discussion. Eliot said Tad Gilster is interested in figuring out a way to work with the DCVB to carry out the mission of the Green Fund. Gilster has requested a task force of four DCVB board members to meet with three Green Fund representatives. Vicky Wilson, Paul Regnier and Brian Kelsey volunteered. Anyone else wishing to serve on this task force, please contact one of the volunteers. There is some question as to whether the DCVB is already doing with the Travel Green program and encouraging sustainable tourism. The Travel Green reimbursement program ended March 31. We added almost 30 members, more than any other destination in the state, and it’s a great marketing tool that will benefit everyone.
6. Community Marketing Fund (CMF) Update. Moneypenny reported that the resumes are in and that a committee consisting of Steve Grutzmacher, Sue Sherman, Carrie Viste and Moneypenny would be selecting candidates for interviews. The committee will decide on the final candidate and extend an offer. [Done.] This will be a contract position, which will weed out some of the candidates. Although the Coordinator will meet with each community to further refine the terms of the CMF monies, there is no need to wait until they are on board. The rough game plan is already articulated and communities can contact the DCVB to see if projects qualify. The caution is that the money comes in later in the year, so there may have to be some budget juggling to take advantage of this funding. Denise Bhirdo asked if the coordinator be available to business associations to spend a day or half day; yes, their job is to be out in the community.
7. Community Branding Update. The Sturgeon Bay Branding is complete. Mary Nosbisch, our consultant, did a great job and her system forces people into being honest about what customers/visitors think they are and the process gets them to embrace the final outcome. We are not developing sub-brands but delving into how they support the overall Door County brand. Upcoming sessions are: Egg Harbor, April 28; Fish Creek, May 6; and Carlsville, May 28.
8. Certified Tourism Ambassador (CTA) Update. The Field Test will occur April 23 with 28 people from all over the county. They were selected because they had participated in the Focus Groups or Subject Matter Expert panels. There is a 168 page Pre-read training manual that covers customer service and the history of Door County. We’re excited about this program and the effect it can have on how visitors experience the County. Upcoming sessions are: Tuesday, May 19th, 8am-12:30pm, High Point Inn, Ephraim; Tuesday, May 26th, 12:30pm-5pm, Liberty Square, Egg Harbor; Wednesday, June 3rd, 12:30pm-5pm, Westwood Shores, Sturgeon Bay; Thursday, June 11th, 8am-12:30pm, to be determined.
Other sessions will be held in the fall, perhaps some in the winter as well. Online registration through CTANetwork.com makes it turnkey for participants and the DCVB ‘s implementation. Capacity will be managed online and you don’t have to be a member to participate. The staff facilitators are beginning to get excited about the future of the program and what a great place Door County will be with a good percentage of frontline staff trained as CTA’s.
A.J Frank asked about people just sharing the notebook and not enrolling in the class. Since access to the whole back end of the CTA program is restricted to those who have been certified, there is no benefit to not taking the training. Mitch Larson noted that his Sister Bay manager was also excited about being in the Field Test and that all full time managers will take the training.
9. May 9 — National Tourism Week. The numbers are really wonderful and we want to get Door County excited about the value our visitors bring and how our marketing efforts are paying off. So, there will be a press conference at 9am on Monday, May 11 [at the Landmark’s restaurant] during which we will reveal the tourism numbers, present some of the marketing programs, and launch the CTA program by giving the Field Test graduates their certificates and pins. Jon Jarosh will try to ensure there are local press as well as those from Green Bay so they understand the value of tourism to Door County.
We will unveil the new marketing side of the members’ website. There will be links to print ads along with the ability to download radio and television spots. All members will have the ability to visit their website and see the outcome of our marketing efforts as well as the logic behind the placement opportunities. Kelsey suggested posting on YouTube to preserve bandwidth. Moneypenny urged all to attend; the conference will not last more than 45 minutes.
10. Discussion of the Current Business Climate.
11. Other Business. At the last Tourism Zone Commission meeting, they wanted to go into closed session to discuss their lack of knowledge about what was going on at the Bureau. Eliot and Moneypenny were allowed to participate and believe that the upcoming press conference should clear up issues and answer questions.
Talking about DCVB staff is not their business but some procedural issues are being addressed. The TZC wants the DCVB to succeed.
10. Adjourn to closed session to avoid press coverage of the discussion.
Sally Everhardus Director of Administration
DCVB Board Minutes Meeting Minutes February 25, 2009
Attending: Anderson, Boettcher, Brown, Chaudoir, Dickson, Flittner, Grutzmacher, Hellman, Kelsey, Krause, Lawrie, Lowry, Mead, Merkel, Murphy, Pitchford, Regnier, Sherman Stillman, Stubenvoll, Viste, Wilson Staff Attending: Berndt, Denis, Everhardus, Jarosh, Moneypenny
1. Call to Order. There being a quorum, Vice Chairman Bill Brown called the meeting to order.
2. Approve Minutes of December 17, 2008. Brian Kelsey moved to accept the minutes; Sue Sherman seconded, passed unanimously.
3. Financial and Audit Updates. The in house phase of the audit was completed on Friday, February 20. The time period is for 17 months in order to bridge the gap caused by transferring to a calendar fiscal year. We expect the audit will be complete by the April Board meeting, during which it will be presented to all and copies distributed. In a new policy, the Finance Committee will meet in advance of all Board of Directors meetings. Since 2009 financials are dependent on the ending balance of the audit, in April the Board will receive the audit and financial statements for the first four months of 2009.
4. Legislative Days — Agency Agenda Items. The Legislative Days 2009 will be noon Tuesday through noon Wednesday, May 12th and 13th in Madison. One recurring issue from a prior agenda is that day passes or year passes are the only option for the State Parks. We would like to lobby for three or four day passes to keep people in the County longer; the DCVB believes this will help other tourism entities in the State as well. Bill Chaudoir and Rob Burke of the UW Extension are heading the agenda; they try to limit it to between four and five items as we have only ˝ hour with each of the legislators. You can visit www.dclegislativeday.com to find the agenda and register online.
To make it as easy as possible and affordable for people to attend, the cost is $20 and comes with a shirt and three meals. The first evening Door County hosts a meal (fish boil); the purpose is to develop a relationship with the legislators. On the 13th, we will have breakfast with Governor and legislative leaders. Chaudoir said there were water and guns issues on the agenda. Rob Burke will craft the agenda along with one page outlines of the issues that include what has been done locally and what we would like the legislature to consider. Those who would like to participate can carpool with others; it may be possible to rent a bus or minivans. Stillman said that Legislative Days are not only fun but are effective.
Kelsey said we should check on what is available in National Parks for limited time passes. [One week passes are available.] Bob Dickson noted there are multi day fishing licenses issued by the state so it isn’t a foreign concept for a State agency. Steve Grutzmacher said that at one time Wisconsin actually had daily and weekly passes.
5. Dual Membership Task Force. John Lowry said this idea originated with Marshall Murdaugh, and Dave Eliot has also been interested in the idea. They have looked at various local/business/civic associations and wondered how the concept could work. They suggested a task force could be formed to look at the idea to determine the overall feasibility. Ron Flittner asked if the idea is to strengthen the DCVB, would that weaken the local business association? Lowry noted that could happen, but we would not know unless we investigate the possibilities. Stillman suggested having three people from each association to join an open discussion on how that could work. Chaudoir asked if both organizations would get funding from the one membership. Lowry answered that no doubt there would be financial considerations to take into account.
If you look at the fact that DCVB has become much more effective in marketing with considerably more money to market the county. There is a high level service from the DCVB and it is a concern that a visitor may not have the same quality of experience at another visitor center. Many are run by volunteers and could be raised to higher level through training and not having to chase membership dollars. Dina Boettcher observed that the satellite visitor centers may be feeling that DCVB is trying to control everything; she agrees that professionalism has been raised considerably but feels we need to be sensitive to local needs. Lowry said the concept ties into the community marketing fund’s directive to bring organizations together along with the DCVB.
Emily Pitchford asked what the DCVB is seeing on the retail side in new memberships. Phil Berndt responded that retail and restaurants have been a tougher sell than lodging facilities, but Martha Beller has been consistently selling memberships to retailers and that’s where the largest membership growth has been. Pitchford noted that in the past, the retailers have overwhelmingly chosen membership in the local association. Steve Hellman asked if joint memberships might increase membership in both the DCVB and the local association. Berndt noted that we currently have about half of the retailers as members. Debbie Krause said that in one analysis she’d seen, the DCVB could get 400 new members if there was a dual membership program. Kelsey observed that reducing the DCVB dues to $350 was supposed to get more memberships and that didn’t happen. Coordination between business associations and the DCVB might foster coordination as the fee structure may make sense to join both, with the caveat that the DCVB not trample on the local entities. It makes sense to take a look at the issue; Hellman will volunteer, Jerry Zaug would like to investigate the financial impact.
6. Community Marketing Fund (CMF). Moneypenny’s experience in the last three months has led him to conclude the CMF is a dumb idea because so many people still don’t get it. He has attended municipal meetings, held community informational meetings and talked to business associations and it’s been so much work. The last letter from a municipality on where the funds are allocated was received today. Nasewaupee assigned their funds to the DCVB for general fund marketing. Chaudoir said that at the SBVC board meeting they thought that Nasewaupee hadn’t been in the Zone for a year. Moneypenny said he specifically asked Trimberger multiple times to ask Nasewaupee for their portion of the CMF to no avail. Sturgeon Bay’s money will not be affected by the coordinator percentage.
The next series of CMF meetings will be with ALL board members of the civic associations so there will be little discordance on how the money can be spent. During those meetings, they will discuss how to use and how not to use the funds. They will then be asked to write a one page proposal with how the money will be spent. Funds may be restricted to 2010 as money will be available only later in the year, which is when the DCVB gets its money from Room Tax.
The community coordinator position should be a link to the DCVB, an on the go liaison so that time management on Jack’s part isn’t be part of the equation. Money for the coordinator should be taken right off the top of the pool, as was communicated in t he letters to the municipalities asking them to designated to whom they wish their CMF funds directed.
Brown noted this is a contract position for three years, to be annually renewed to ensure the position will be performing at a high level. At end of year two, will know if there should be a permanent position at the Bureau and can budget for that in 2012. The DCVB is not here to take over communities but rather to assist in helping them as true partners in giving the best service possible. Boettcher wondered if this should be handled by membership and if it’s a full time position. Moneypenny responded it needs to be a contract position as we don’t have a staff person with enough time to dedicate to this.
The challenge is that we have to do something very soon to support the membership in these tough economic times. Berndt is going through our InnLine pages to find businesses that don’t have adequate photographs to describe their products, Martha Beller takes photos so we can post to the web. This is very good customer service but we need to look for even more ways to support the membership. Kelsey said that in the past we have had a tough time getting people to conquer their apathy. Who’s going to motivate the businesses? There are always 20% that will not respond and our choice is to assist the 80% that are actively engaged. The DCVB is going to do a spring campaign and drag businesses into participation. It is the best way to keep our tourism economy at the 2008 level or above.
There was much discussion on what the CMF Coordinator would actually be doing, how they would be hired and evaluated. Each community will be asked what this person can do for them. We all can find economies in shared resources. The communities can save money working together and then spend the savings within the localities. At this time, vital, important information is not being shared, but all the business associations think they don’t need assistance; they all think they’re doing just fine. The idea is for this person to get out there and help these communities move forward. They will have their hands full!
Sherman said the CMF Coordinator will be dedicated and knowledgeable about all the communities and take the pressure off Moneypenny. The communication we get from the DCVB is excellent, but when things are repeated, it’s very helpful as business people need multiple reminders. Wilson wondered if Nasewaupee gave the money back, could it go to the coordinator salary as it is for the common good and the job would fluctuate with amount of work to be done. Stillman commented that an important part of this position is that all the business associations have input into the job description and that there will be one point person to handle everything. Lowry agreed saying that, in the course of our discussions with Moneypenny, it has been a part time job for him and that’s not why he was hired. All the coordination by this person will alleviate pressure on Moneypenny.
The amount taken off the top of the CMF funds is 15.7%, an amount decided by the CMF task force, not the DCVB. Hellman asked if there would be a space at the Bureau for the Coordinator. The DCVB will reimburse for telephone, mileage and other expenses, but the bulk of the funding will come out of the CMF; the coordinator may work out of his/her home. We will know what’s going on with them before they ever send in a report. Krause said that Rachel Willems is excited to be working with one person. The discussion circled back to the crux of the CMF with Flittner saying that the associations and municipalities see t he money and then they dream up ways to spend it. That is a significant piece of the confusion in that they see it as an opportunity to do what they want to do but the money can’t be spent this way. No one seems to understand that this is DCVB money that they would not have access to if Sturgeon Bay had not joined the Zone.
Fred Anderson said whatever the person costs, if the value isn’t equal to the cost, we haven’t chosen is the right person. Flittner said that his group [SBAA] really needs this money to get to the level that others already are; the coordinator is going to bring the communities on board and raise the bar for them as business associations. He is not opposed to the idea, but everyone is at a completely different level. Lowry reiterated that the money for the CMF is “extra” from getting Sturgeon Bay to join the Zone; now the communities are drooling over the money. We can’t just throw it away on just anything, it must be spent in accordance with how the DCVB has to spend room tax funds.
Boettcher asked the effectiveness of the position would be measured. Job accountability will come from the job description and feedback from the business associations. Lot of thought has been put into this. The Coordinator money was taken right off the top, so it was not a choice for the communities to have or not have the Coordinator funding; everyone is in the pool. Sevastopol drew up a contract designating how Sturgeon Bay may spend their CMF dollars because they don’t have their own business association. Wilson asked if Sevastopol’s funds should have the 15% taken off the top to be fair. Lawrie wanted to know the salary range [$30-36,000 to ensure quality and experience.]
Vicki Wilson moved that the Board of Director unanimously approve a Community Marketing Fund Coordinator for a three year annually renewable contract with the position description crafted in part by the communities participating in the CMF. The Coordinator’s position will be to inform, consult, educate and administer the Community Marketing Funds in accordance with State Statute; the position reports to the DCVB. Sherman seconded. Kelsey wants to put in up to three years. Agreed and amend to take unanimously out of the motion. Agreed.
More discussion about the Nasewaupee funds. Lowry said that other communities have designated someone to represent them in marketing; should we take 15.7% from Nasewaupee to help fund the Coordinator position. Brian Merkel is not opposed to the position, but is concerned about the wage and where the amount came from. The wages were decided by the original task, many of whom were DCVB board members; the number came from what is paid to professionals at local Visitor Centers and business associations. Since this will be a contract position without benefits, no workers comp and not a permanent employee, it’s basically a 1099 position.
Carrie Viste said since the job description was created from the communities, will the same be true for the review process? Will we get enough feedback from the communities? Moneypenny said he can’t imagine they would not give feedback. If all communities use the same format for rating the position, the review will represent everyone’s views. He feels the biggest challenge is that some communities will not want to have anything to do with this person and that’s where the board will need to intervene with the local associations. We are willing to try it and do something now; this could be an individual or even a Door County company taking over the community work. We definitely want to find someone in the County.
Bob Dickson admitted he still doesn’t know what the job description is and is having trouble deciding what the person will be doing. The position description hasn’t been written because we at the DCVB are not writing it. The business associations need to have their thumbprint on the position. Through the interviewing process, we will have to uncover a self-starter to do the job, which will report to the Bureau who will interview the person and do the final hiring. Above all, we don’t want to turn this into a great committee meeting during which the candidate is interviewed by all twelve communities.
Stillman noted that the overall concept of the position is in the motion. Wilson asked if we would be more comfortable if there was a financial ceiling on the contract as she is confused and certainly others will be as well. Lowry circled back to Viste’s suggestion about the selection of the candidate and suggested four or five board members and Jack to do interviewing. Stillman refined the suggestion that the interviewers have duality on DCVB board and a local business association board.
Brown called for a vote on the amended motion that the Board of Directors approve a Community Marketing Fund Coordinator for up to three years of an annually renewable contract with the position description crafted in part by the communities participating in the CMF. The Coordinator’s position will be to inform, consult, educate and administer the Community Marketing Funds in accordance with State Statute; the position reports to the DCVB. A roll call vote was taken that unanimously passed the motion with consensus that the interviewing process will take place as discussed. Moneypenny asked for volunteers to sit on the committee.
In addition to the CMF Coordinator, there are two part time positions available at Bureau: one 20 hour/week bookkeeper to replace a vacant position; and one clerical, data entry and customer service person at ˝ time to administer the CTA (Certified Tourism Ambassado) program and to assist with motor coach referrals. As a member courtesy, we will post first on the member website and Phil will send out a notice to the membership. Sending to the membership first is a good idea and promotes good will. Stillman said it also ties back into what the DCVB can do for the membership.
7. How State Budget Cuts Affect Tourism. Moneypenny participated in a conference call with the Department of Tourism and heads of Wisconsin CVB organizations to hear how the governor’s budget cuts specific to tourism budget will be. The governor directed that $9.1billion be shaved from state agencies; each agency had to cut 10% of their budget and the cuts had to be permanent — $1mil taken from tourism’s operations budget. This was accomplished by closing eight state visitor centers, for $1.2 million; the centers are owned by the Department of Transportation, not tourism.
During the conversation, they said they would like local tourism entities to see how they might partner together. Tourism would like to have the money come from visitor centers rather than marketing. All call center functions were outsourced and another $500K shaved from various sources to reach $1.7 million in tourism cuts. In the second round, another $500K came out for a total of $2.2 million in total cuts to tourism. The DCVB ships a lot of visitor guides to state centers; they will be returned to us at tourism expense. Kelsey, who sits on the Governor’s Council for Tourism, said that tourism development specialists like Kit Sorenson are being retained but relocated. There are two new people, one of whom will be assigned to Northeast Wisconsin. Last year the state closed Beloit and Prairie du Chene welcome centers; as a result, the local centers picked up the slack and carried state-generated information. At this time he is unsure if the eight welcome centers will be kept open for the restroom facilities. Overall, $40 million in grants were cut. Kelsey said the Department of Tourism has led the way in marketing for the state and, as a result, the stature of tourism has grown. Stillman said that JEM grants are unaffected by the cuts. Board members are urged to go to the Governor’s conference and ride the Trolley with staff and other board members. The WIGCOT will be in LaCrosse March 15-19 and early bird rates are still available. Chaudoir added that Secretary Jackson, head of the Wisconsin Department of Regulation and Licensing will be in Sturgeon Bay March 9.
7.a Certified Tourism Ambassador Program (CTA). The consultants are busy writing the guidebooks. The beta test will be in April; those participants will be able to be designated as CTAs. Moneypenny would like the entire Board of Directors to take the class; all the DCVB staff will be certified as well. In May, we will be holding three or four sessions, two in early June and then take a break until the fall and commence the training again in the winter.
8. Discussion of the Current Business Climate. The discussion showed a wide range of experiences: some say January was the worst on record and they are concerned for July and August as reservations are weak; other innkeepers, especially those who have gone thru a recession before, say that reservations will pick up, but it’s too early to tell. One person has heard that budget lodgings are looking good. Others reported that reservations are consistent with prior years at all properties.
One Board member said January of 2009 was the biggest month since been in business. More people were coming in but spending a lot less and almost everyone has asked “what’s free?” They also had a 50% off sale; people went crazy so they were able to move a lot of merchandise. On a trip to the Fox Valley they noted all the empty billboards, approx 25% empty, and wondered if this was indicator of fewer marketing dollars to spend. It will be interesting to see what happens in June, if Door County will have more people spending less. All agreed that we’ll get this anecdotal information until June or July when hard numbers will be apparent.
9. Staff Updates. Jon Jarosh reported that Geiger would be arriving on February 26 for winter press tours with 15 journalists. We hope they all arrive before the winter storm; all are looking forward to a great weekend of activities. The Board should be getting packets of articles on a CD instead of paper. Geiger has planned activities and lodgings for the whole county because we’re all in the Zone!
Mary Denis outlined the spring campaign: a marketing insert will drop May 17 with 500,000 circulation. There is copy on all the villages with a back page to purchase thumbnail image, only two are left. There must be a campaign with the message that it’s OK to come to Door County any time of year. There will be a meeting with hoteliers the first week of March on what the hook might be to get people here, what is valuable, what can be packaged as a tourist incentive.
The Membership “winter thaw” is coming early as Martha Beller is bringing many new members on board; we have 100 new members that have come on board and stayed on board. The new database management system will fully integrate current members, dropped members and prospects; membership is very excited about all the new opportunities. New members are impressed with unification and professionalism that an expanded budget can make.
Sally Everhardus reported that the Admin staff has been working on their part of the Strategic Plan in advance of the seasonal crunch. Also, the new phone system, a VOIP transmission, will be up and running in March and the first test of the data conversion for WebLink will be the first week of March. A lot of staff time has been expended getting the three major databases to coincide.
Moneypenny announced that after all these years, we finally had something stolen out of the 24/7 lobby. We must be careful what we put in the lobby as that could be a liability. He will investigate a security camera as a back up to deter crime of any sort. It was duly noted that Moneypenny had come from Milwaukee.
Emily Pitchford asked whether the Go Guide is a go or just a consideration. The staff was asked by the Executive Committee to make recommendations after an exploratory study. In any case, it would be for 2010. Evidently, Gannett is doing a Guide for 2009 and is grumpy about it. We have heard over and over again that the DCVB should be doing the Guide as so many hoteliers will not put a Gannett publication in their guest rooms. We will explore adding this publication with the goal that the there be no increase in cost to the membership. Kelsey said the original decision to drop the Go Guide was to make marketing outside the County the primary focus of the Visitor Guide.
Stillman announced an event at Alexander’s for the Strong Kids Campaign for scholarships for Y membership. It will be this Sunday, $12/person. Chaudoir announced the DCEDC is looking for an entrepreneur and business of the year for the Council’s annual awards luncheon.
10. Adjourn. There being no further business, Vice Chairman Brown adjourned the meeting.
Sally Everhardus Director of Administration DCVB Board Meeting Meeting Minutes December 17, 2008
Attending: Anderson, Boettcher, Brown, Chaudoir, Dickson, Downey, Eliot, Frank, Hellman, Jarosh, Kelsey, Lawrie, Lowry, Mary & Mike Mead, Murphy, Pitchford, Regnier, Sherman, Skare, Stillman, Sunstrom, Viste, Wilson, Zaug Staff: Everhardus, Jarosh, Moneypenny
1. Chairman David Eliot called the meeting to order.
2. Minutes of October 22, 2008. Sue Sherman moved to accept the minutes of October 22, 2008; Brian Kelsey seconded, passed unanimously.
3. November Financials. The plan has been to carry $330,000 into 2009 so we can live on this for the next few months until Tourism Zone money begins to flow in the summer. Our projection is that the Bureau is OK for about 5 months until we run out of money from both revenue streams in June or July. We are able to draw on the line of credit, which was paid off to zero balance in November.
4. Election of Vice Chairman and Treasurer. Eliot presented the slate of Bill Brown for Vice Chair and Jerry Zaug as Treasurer; Bob Dickson moved to accept the nominations, Kelsey seconded, passed unanimously.
5. DCEDC Board Member Position. Moneypenny explained that Greg Stephan had been our delegate but when his DCVB board term expired the Bureau had no voting representation. Stephan remained on the DCEDC board in another capacity; Moneypenny sits ex officio. Sue Sherman moved to recommend Vicki Wilson as the DCVB representative to the DCEDC Board, Paul Regnier seconded, Passed unanimously. Bill Chaudoir said they were happy to have her back.
6. DCVB Staffing January and February 2009: The Bureau is always trying to look at the best ways to be fiscally responsible and still provide good service to visitors, explained Moneypenny. The window in the lobby was staffed until 7 or 8pm Thursdays and Fridays in high season in addition to regular business hours. Recently, the window has been open Sundays from 10am to 4pm, but with little traffic and almost no phone calls. People counter averages for the whole month of January are 18-20 people, most of whom come in to use the bathrooms. By closing Sundays January through March, we would save about $1200.
Kelsey asked if we had data from other similar Bureaus on hours of operation; at the Governor’s Council on Tourism it was reported that operational cuts are being made in the biggest tourism markets in the state. Sherman asked if the window could stay open during Christmas and New Year’s and then cut the Sunday staffing. [Agreed.]
Moneypenny explained that for the Friday after Thanksgiving there was a total misunderstanding about how to interpret the employee handbook; that has been clarified. The staff understands that the visitor center works while others play. The Information Specialists get a compensatory holiday, just not on the designated holiday day.
Kelsey asked if we could explain to businesses that the Welcome Center is not manned all the time but the lobby is open 24/7. It is important that visitors know the lobby is open for information and reservations. Greg Stillman said the Executive Committee discussion was to take hours from Sunday and use them to extend hours when visitors were arriving in the County. Eliot asked if we are still trying to get more members and if they see the Welcome Center is closed, would that impact their perception of membership. Carrie Viste asked if we could leave a vehicle in parking lot. If car is there would they expect to see someone in the lobby? The Fish Creek Information Center is open for limited hours on Friday, Saturday and Sunday in the off season. Fred Anderson said, the only Sunday he’d be concerned with is the Sunday after Christmas. Fuzzy Sunstrom noted that closing the window will depend on how the holidays fall in future years; the same for Valentine’s Day.
[The following information was sent to all members and as a press release in late December] November through April (with adjustments for holiday weekends) Phones Window Monday—Wednesday 8:00am to close 8:30am-4:30pm Thursday 8:00am to close 8:30am -6:00pm Friday 8:00am to close 8:30am -7:00pm Saturday 10:00am to close 10:00am-4pm Sunday Closed The lobby and restrooms are open 24/7 year round with an inside reservations kiosk with telephone
May through October Phones Window Monday—Wednesday 8:00am to close 8:30am-5:00pm Thursday 8:00am to close 8:30am -7:00pm Friday 8:00am to close 8:30am -8:00pm Saturday & Sunday 10:00am to close 10:00am-4pm The lobby and restrooms are open 24/7 year round with an inside reservations kiosk with telephone
There are a few times during the year when there are no staff present. They are: Thanksgiving Day Christmas Eve afternoon Christmas Day New Year’s Eve afternoon New Year’s Day However, during major travel holidays like Memorial Day, Fourth of July and Labor Day, Information Services Specialists are on duty, with a floating holiday available for them to take at another time. Local Visitor Information Centers in Fish Creek, Ephraim and Jacksonport already have weekend hours November through April; it will be recommended that all Visitor Information Centers also maintain staff services on summer holidays and fall festival weekends.
7. Approval of 2009 Meeting Dates. Eliot and Moneypenny explained that to maintain the involvement of and information flow to the full Board of Directors, there should be six Board meetings a year instead of the four of 2008. They will be held one week after the corresponding Executive Committee meeting. The annual Members meeting will be held immediately after the October Board meeting. Tim Lawrie moved to accept the proposed meeting schedule, Sunstrom seconded, passed unanimously.
8. Visitor Guide and Membership Income Update. Moneypenny said he was looking forward to the time when we have one year of solid financial information for budget comparisons. For 2008, the Bureau has seven months of one budget (from 2007-08) and the short five month of 2008 to make one calendar year. There are currently 732 members, with $00+ taken in Membership money since first of the year. As explained before, it is difficult to match the data between systems, and the numbers never quite jived between all three. We are about $30K shy in membership drive, with approx 40 non-renewers. We were carrying $62K in receivables from unpaid memberships and ad sales, which was whittled down to $12K. That bad debt, mostly in unrenewed memberships, was either paid or written off. In the past, we kept invoicing even though people never intended to renew memberships. The aging report now has $1K with promises to pay by December 31.
In 2009, we go into the year with real cash in hand as all memberships are prepaid and all ad sales are pre-paid. We did well investigating the debt and receivables and implementing a new pre-pay financial policy. Visitor Guide income is down, mostly because some people didn’t want to pre pay. The new financial policy will pay off in the years to come as it took a lot of energy to chase the bad debt. Anecdotally, some Sturgeon Bay people were reluctant to join the DCVB because they didn’t like the way Sturgeon Bay was brought into the Zone.
9. New Discussion Item. Tim had a conversation with a prominent County businessman who related that his company had experienced the worst September, October and November on record. Lawrie suggested a discussion on the general state of affairs. From the Simon Creek perspective, the year was down about 20%. The summer is the whole year in their winery and this was the worst in recent years. Can we as a Bureau do something to encourage business because folks are looking at the economy as a problem on the horizon. John Lowry said that at the end of October, sales fell of the edge. Jerry Zaug asked if we had final numbers from Zone; Moneypenny said the reports were being distributed at the meetings rather than ahead of time, mostly because of catching up with late collections. Eliot said from his perspective, September started the drop and then November was really bad. Sherman said she believes it’s the economy; with so much marketing activity, it is probable we had a better season than we would have if the room tax money had not been available.
Moneypenny said he’s just returned from a DMAI trade show during which marketing executives held a shirtsleeve meeting to discuss strategies. They indicated corporate travel is dead and meeting room nights are down 40%. The marketers maintain that leisure travel is holding its own. One year ago in New York City, the average room night was $457; rooms now can be had for $100. People are still traveling but are looking for bargains. The Bureau will develop some short term programming to drive some business into first of the year.
Kelsey reminded everyone that Kelli Trumble would be speaking at Crossroads the next day on cuts to the State’s budget. At the last Governor’s Council meeting, they were looking to cut Department of Tourism funding. We are fortunate that Door County is unique. Lawrie thanked everyone for the good discussion and indicated he would like to have similar discussions at each board meeting. Sunstrom said his son in a Colorado ski area said business was way down even though there is snow.
Anderson suggested we need to pay attention to the retired and nearly retired to get them into spending modes they enjoyed in the past. Steve Hellman noted the room tax information is useful but so is public information. By going to the State sales tax site, you can get a better feel for recent spending habits. In the State of Maine, it is possible to look at spending by industry type. This is numerical data that can be a good indicator of what’s really going on.
Moneypenny asked if anyone had received calls from Davidson-Peterson for tourist spending levels.? [Yes.] He reiterated that the study the DCVB is paying for will yield far more accurate numbers. Vicki Wilson said we’re all in this together; it’s good to talk among ourselves but we still need to keep our game faces on for visitors. Kelsey said the non-profits are really hurting financially. The DCVB must invest in marketing vehicles and messages with the most impact. We still believe that people work too hard to forego their summer vacation.
10. Community Marketing Fund Explanation and Update. Eliot explained that Sturgeon Bay will receive their percentage of the CMF money in recognition of the sacrifice to income they took to be in the Tourism Zone. The CMF Task Force recommends an employee to work for three years to implement and track the program; the communities would work to craft a job description but the position would report to the Visitor bureau as they are responsible to the Tourism Zone for reporting how the money is used. Viste said there has been lots of discussion about the CMF and how the money could be used but communication is essential. Joe Jarosh suggested the CMF person could share and compile information to help different town boards get cohesive information to make local marketing efforts stronger. The communities are pieces of a puzzle that work more strongly when they ate together. They can use best practices to ensure a larger portion of room tax money comes to them from the municipality’s 30%. Meetings will be held in January and February. The CMF facilitator may be a contract person rather than employee so the DCVB doesn’t have to pay benefits; the Task Force is keeping the options open.
11. Strategic Conversation Issues. We are moving forward with Community Branding with Mary Nosbisch, a corporate branding specialist, who will put together a template to help individual communities brand themselves under the larger Door County umbrella.
Mickey Schafer was in the County to discuss the Certified Tourism Ambassador program. We are expecting a proposal with a very aggressive implementation schedule. Typically, the background work and program development takes 8-10 months. They write training manuals with information specific to the community (County). Four meetings will be held, probably in Baileys Harbor, Washington Island, Ephraim/Fish Creek and Sturgeon Bay. If feasible, we will pull the branding and CTA meetings together as one meeting with two parts.
The DCVB Board of Directors comprises our chief stakeholders and we hope for your attendance in January and February. It’s also good to have the Board educated so you can assist in educating the community. Eliot noted there’s some misconception about the CMF on the part of the Tourism Zone Commissioners and that some non-profits think the CMF money can go to them. At end of day, the DCVB is responsible for spending and reporting to the Commissioners; it must be a report on the money, how it’s spent and the economic impact to communities.
12. Adjourn. There being no further business, Chairman Eliot asked for a motion to adjourn; Jim Downey so moved, Lawrie seconded, passed unanimously.
Sally Everhardus Director of Administration DCVB Board Meeting Meeting Minutes October 22, 2008
Attending: Anderson, Boettcher, Brown, Chaudoir, Dickson, Downey, Eliot, Flittner, Frank, Gomoll, Grutzmacher, Jarosh, Kelsey, Kopischke, Larson, Lawrie, Lowry, Mary & Mike Mead, Merkel, Murphy, Pitchford, Regnier, Rinkleff, Serpe, Sherman, Statz, Stillman, Stubenvoll, Sunstrom, Viste, Wilson, Zaug Staff: Beller, Berndt, Cochart, Denis, Everhardus, Jarosh, Kaczmarowski, Lewen, Lynch, Moneypenny Press: Kristen Kubusiak
1. Chairman John Lowry called the meeting to order.
2. Minutes. Brian Kelsey moved to accept the minutes of June 25, 2008; Sue Sherman seconded, approved unanimously.
3. Gift Certificate Program. Jack Moneypenny stated that he has taken more grief about the 3% surcharge on the gift certificate program than anything else during his tenure and recommends that we discontinue the charge beginning on November first. Kelsey asked what the cost of the certificates is; Negligible, except for small printing charge for a multi-year supply. Sherman said her guests have questions on how they can use them. Moneypenny responded that having no charge for using them could be a great PR roll out of a re-invigorated Gift Certificate program. Kelsey asked if the paper was watermarked or protected; the certificates are printed on safe paper. Alan Kopischke moved to approve redemption of DCVB gift certificates at face value beginning November 1; Jerry Zaug seconded; passed unanimously.
4. Presentation of the Strategic Marketing Plan. Moneypenny praised the work of the organization when it worked with a budget of $200,000+ versus the budget the Bureau enjoys now. As the plan was being developed, centers of activity emerged as driving certain activities. After the plan was presented to the Executive Committee, some pieces were rearranged, but the essence of the plan is the same as that delivered to the Board on Friday, October 17.
The Strategic Conversation was presented by Moneypenny, Mary Denis, Jon Jarosh, Phil Berndt and Sally Everhardus.
Karl Stubenvoll asked if paying for the Davidson-Peterson Study [for more accurate visitor spending trends] was a one-time or an annual expense; once committed to the more precise numbers, it will be an annual benchmark of DCVB performance.
Keith Mann said that the Mission Statement and the Brand Promise should be changed to read “Door County and Washington Island.” [Completed.]
Mitch Larson asked where the DCVB had retail space available in the lobby to which Moneypenny replied that the idea was not to be in competition with County retailers but to provide visitors with the kind of products they ask for. Larson asked who in the DCVB has retail experience; a retail space planner will be used to use the space advantageously.
Stubenvoll asked who puts the materials together for the Certified Tourism Ambassador (CTA) training; the company does by bringing in a team of interviewers to conduct focus groups. They write all the materials, which are reviewed before being used by the trainer.
Larson asked about the Time-Warner Cable connection as he had a hard time getting into the more expensive spirit of the Fox 11 advertising. He’d love to see more co-op advertising. Denis replied that options will be pursued not only in the Fox Valley but into Milwaukee as well.
Sherman said she would like the Village Green to be Green Certified and wondered if the assistance money was still available. Berndt replied that yes, the money is still available as the DNR was impressed with how well Door County had done with the Travel Green initiative. There will be another push in the late fall to have more businesses certified.
There being no further discussion, Chairman Lowry asked for a motion to approve the plan. Sherman moved to approve the 2009-2011 Strategic Conversation, Vicki Wilson seconded; passed unanimously.
5. 2009 Budget. Because of the need to segregate the funds received from the Tourism Zone from other income and expenses, there were two budgets delivered in the packets. The Tourism Zone approved a 4.5% increase for 2009 to $2,550,000; the Bureau’s 66% will be $1,683,000. That budget was created before Sturgeon Bay came on board, meaning that we will see an additional $300,000, and probably more with the addition of the Town of Sturgeon Bay, Brussels, Union and Forestville to the Zone.
Last year, the Tourism Zone has held the money collected until the DCVB requested it. At the October TZC meeting, Moneypenny asked they consider releasing the money as collected. Marketing is front-loaded spending in order to have an impact on the busiest season and this procedure will give us money when we need it. Although it’s not likely, there is a possible cash flow squeeze in June or July when we may have to draw on the line of credit. With a $50,000 opportunity fund built into the budget, $68,000 carried forward from 2008 and revenue from the new communities in the Zone, we could have a $140,000 that would satisfy the TZC’s desire for a contingency fund. The Bureau operates with a bottom line budget of which 64.2% goes directly to marketing the County.
Lowry asked for a motion to approve the 2009 budgets. Stubenvoll so moved, Steve Grutzmacher seconded; passed unanimously. Moneypenny thanked all for the vote of confidence in the plan, budget and staff.
6. Nominations. Lowry announced there were two positions to be filled, one for Board Chair and one to replace outgoing Director Dennis Statz. He thanked Statz for his years of service and counsel for the Bureau. Lowry said he had enjoyed the opportunity to serve as Chairman of the DCVB; it had been an honor and privilege to work alongside the board and staff — who had done yeoman and yeowoman service — for the last two years. He added that it’s amazing what you can do with money, then related Berndt’s comment that it was amazing how much you could do without a target on your back. He thanked Moneypenny for coming on board, the board and staff for their hard work, the special group called the Executive Committee for their steady guidance and his wife Peg for being a partner in all things.
Vicki Wilson said the Nominating Committee recommended Steve Hellman of the Inn at Cedar Crossing to replace Dennis Statz and David Eliot to replace John Lowry as Chairman. The recommendations carried with a unanimous vote.
7. Adjourn. There being no further business, Past Chairman Lowry adjourned the meeting.
Sally Everhardus Director of Administration DCVB Board Meeting Meeting Minutes June 25, 2008
Attending: Anderson, Bhirdo, Boettcher, Brown, Chaudoir, Eliot, Kelsey, Kopischke, Krause, Larson, Lowry, Mary Mead, Murphy, Pitchford, Regnier, Sherman, Stillman, Stubenvoll, Sunstrom, Wilson, Zaug Staff: Berndt, Everhardus, Jarosh, Moneypenny
1. Chairman John Lowry called the meeting to order.
2. Minutes. Brian Kelsey moved to accept the minutes of April 9, 2008; Claire Murphy seconded, approved unanimously.
3. The Directors and Staff introduced themselves in round robin sequence.
4. Marketing Update. Jon distributed his marketing report, mentioning several items. He then outlined upcoming marketing and public relations efforts. From June 26 through 29, Geiger is hosting the first of “themed media weekends” with an arts-based tour. These themed tours will be smaller and much more focused. Three additional tours are scheduled through the end of the year including an Island tour, Fall color tour and Holiday shopping tour. Journalists continue to be impressed with the Door County product.
E-marketing continues to increase with 120,000 subscribers to the monthly Insider Tip newsletter. When eBrains took over this monthly production there were only 20,000 subscribers. E-tracking shows visitors are staying on the site longer. Explore the Door podcasts on the DCVB website, I-tunes and YouTube are also showing increased play. Welcome Center lobby traffic up slightly from 2007 but Visitor Guide requests are up 20% for the period April 23 through June 15. Midwest Living and other marketing efforts are driving people to the web and 800 number. Web traffic is up 31% from 2007. Kopischke asked why the ad value equivalent (AVE) was low; Burrell’s doesn’t count photographs, something Jarosh is working on with them.
Mary Ann Rinkleff asked if the DCVB had the capability to track geographic information from the web; the data is there, but not examined except through requests for Visitor Guides. That shows the top ten Zips are in the Chicago area. As all marketing efforts begin to take effect, it will be more difficult to track the origin as all initiatives drive traffic to the web site and 800 number. Kelsey noted this is the product of integrated marketing. We may also be benefiting from the state’s decision to pull all scheduled ads out of the Chicago market because of flooding.
5. Membership Update. Phil Berndt reports that membership is growing after some losses in late summer of 2007. We have a total of 914 members, 817 paid, 97 non-profit and 87 new and regained members with steady growth. A few areas are doing very well with 23 new vacation homes; prior difficulty with retail seems to be dissipating with 21 new retail members; Martha has brought in 10 new restaurants. We are very pleased with Martha’s work one-on-one with people and selling extra services. Constant Contact has 1000 subscribers and is used regularly for member communication.
6. Administrative Update. Sally Everhardus reported that all new computers have been installed in the satellite Visitor Information Centers in Washington Island, Ellison Bay, Sister Bay, Baileys Harbor, Ephraim, Egg Harbor and Fish Creek. Jacksonport didn’t have space available. We are working with DCWIS to make WiFi available at all locations. Kiosks open 24 hours a day year round are being considered in Carlsville and Jacksonport. Other kiosk locations will be upgraded with new monitors that “sleep” to prolong their lives. Northport and Baileys Harbor are first on the list. [All will eventually be hot spots for travelers with laptops.]
Customer service training was held in Mid-May to over 140 people. DCVB underwrote the cost for 24 visitor information specialists as part of its TZC Visitor Center Project. In progress is the Visitor Signage portion of the Project. Egg Harbor and Jacksonport have been measured and approved for production. The others will be in production the following week with the exception of Ephraim and Fish Creek as they have different signage restrictions.
Kingdom So Delicious is moving forward with the help of summer intern Hattie Bach and our partners at the UW Extension Service and Sustain Door. Kingdom will start September 9 in southern Door, work its way through northern Door and on up to Washington Island. Mid-week events will include farm tours, food processing tours, talks, demonstrations, farmers’ markets and learning how to make Booyah, Belgian Pie and other local delicacies. The process of lining up these events is nearly complete in the south. The crowning event on September 27 is the “Fifty Mile Feast,” brainchild of the Sustain Door cooperative that will feature food grown, caught or raised within 50 miles of Door County. We will have to line up restaurants and a crew to pick up the donated food. We expect to have 250 people for the Feast.
7. Update on the Status of Sturgeon Bay/Tourism Zone. Dina Boettcher has been in contact with the SBVC. They have been very proactive regarding the downtown reconstruction but less so on generating enthusiasm for joining the Tourism Zone. Boettcher has met with Todd Trimberger and with aldermen. They will be having an educational session before the next Common Council meeting. The Mayor is for it and the Sturgeon Bay members are for it; the biggest conflict is the 30% of the 4% room tax that is built into the city’s budget. It is very important to get this implemented. Mitch Larson said that if his experience in coordinating signage is any indication, we would need a lot of luck. Moneypenny should be at the Tuesday meeting; Trimberger has been asked to follow up with Boettcher and Moneypenny.
Moneypenny’s greatest fear is that the City will go into their budget process and once the budget is set with that 30% included, it’s over for another year. We have twelve in-Zone communities that are already on board with us as we begin the strategic planning process. A whole different plan would be developed if Sturgeon Bay were on Board along with its anticipated $300,000. Larson is encouraged by the behind the scenes support for joining the Zone from the Sturgeon Bay merchants.
According to Kelsey, this was supposed to be a Common Council agenda item in May but the SBVC is not helping to push this forward. Bill Chaudoir objected by noting that the SBVC board is unanimous in their support for joining the Zone; the mayor wants to know he has support for this before bringing this for a vote. It doesn’t happen easily and that’s why there is a special session scheduled for next week; all sessions should be wrapped up by the end of the month. Kelsey responded by saying the DCVB in partnership with the SBVC was supposed to have informational sessions to get the SBVC membership enthusiastic about joining the Zone. The SBVC was supposed to pare down its budget to the bare bones and bring that budget to the Common Council. The City is willing to work with the SBVC and we need to stay on top of the situation. Moneypenny is still waiting for Unification Day.
8. Budget/Marketing Plan Highlights. At the Tourism Zone meeting, the DCVB budget was approved with one dissention because the budget wasn’t tied to the TZC budget. Both projections were within 0.4% of each other.
Fall marketing will put the DCVB message into the four key markets. Promotion based on gift certificates and winter activities can open the window to much more. We are going full bore in the Chicago markets and many initiatives under the State’s banner. We will be giving opportunities for each Zone community to piggyback on the Door County message.
With 110 co-operative television ads, a campaign kicked off June 4 on Channel 11. This will be continued in the fall with 15 spots focused on gift certificates to encourage people to shop and spend in the County. Twenty seven of the spots are available for members to purchase; please inquire with Jarosh.
Because of a production glitch, DCVB received a full page ad in the June issue of Midwest Living. In October the November/December combined issue features Door County beautiful in snow for shopping, romantic B&Bs, decked out for the holidays.
A Milwaukee country music/talk radio station will be featuring a fall trip to Door County (3 busloads) this fall. For two months, they will be promoting this event in the 5-9am drive time. Over 25,000 listeners come to Door County at least once a year. Another Milwaukee promotion is JS online, the web-based arm of the Journal Sentinel. We will be on the entertainment tab from June through December.
The biggest change for marketing is the addition of a Marketing Coordinator, as one person cannot accomplish everything with the expansion of the marketing programs. We are currently racing the clock to get things done. Early comments have been favorable about advance reservations with some up-tick in lodging sales but last minute lodgers would help round out the financial picture.
The strategic planning surveys helped define concepts; the staff will refine those concepts, add action steps. It will be presented to the Executive Committee, then t he Board and finally to the Tourism Zone Commissioners. The TZC will hold a special meeting just for the plan presentation.
9a. Chairman’s Report. Electronic Voting. Lowry said this first attempt was spotty but the budget did pass on time. Everhardus described problems caused by requesting receipt and read confirmations and the electronic voting buttons in Outlook. Many of those features created problems for the Board recipients. We will continue to refine the process to make timely responses easy.
Lowry again encouraged the Board to attend Executive Committee meetings. With the large board, we have stretched into the communities. Every board member has expertise and Lowry would like to see that expand. Reorganization has occurred at the staff level, it takes a lot of energy to effect change.
9b. Chairman’s Report. Task Force Updates. Mike Serpe volunteered to join the Education Task Force and will arrange to have Moneypenny address the County Board in July.
Fred Anderson and Greg Stillman reported that the Facilities Task Force will meet with George Pinney and John Kolodziej at the County Line regarding the sign and possible Welcome Center. The situation with Sturgeon Bay may have an impact on where the administrative offices are located as by state statute the marketing organization must be located in the Zone. The new sign is progressing well, with the County doing all the heavy lifting. The County, DCVB and Raibrook Foundation are funding the installation
The Travel Green Task Force headed by Bill Brown reports that the information was downloaded but no action taken. Anderson recommends taking about 3.5 hours to add up all the receipts and writing up the report. Berndt added that at the state level, Door County was now ahead of Bayfield in the number of green certified businesses. They have also extended the deadline for reimbursement for certification into 2009.
Moneypenny’s response to the Carlson editorial in the Advocate generated an invitation to lunch with Gina Ward and Chuck Carlson. To combat all the negative articles, he will ask for some good news in tourism press and take the opportunity to discuss why none of the news/press releases sent to the Advocate have appeared in print. Eight or nine story ideas have been generated for Jon Gast to write for a variety of publications so the DCVB message gets out to the communities.
10. Moneypenny said he had been working on collections as there is $52,000 in the aging report with $31,000 over 90 days. He has been calling, sending notices and will give one more phone call to collect before taking the items to small claims court.
Fuzzy Sunstrom said he has heard a large number of radio ads for the Dells lately.
11. Adjourn. There being no further business, Kelsey made a motion to adjourn; Carl Stubenvoll seconded, passed unanimously. Chairman Lowry adjourned the meeting.
Sally Everhardus Director of Administration
Minutes Approved October 22, 2008 DCVB Board Meeting Meeting Minutes April 9, 2008
Attending: Board: Bhirdo, Boettcher, Chaudoir, Clancy, Dickson, Downey, Eliot, Flittner, Frank, Gomoll, Jarosh, Kelsey, Kopischke, Krause, Larson, Lawrie, Lowry, Mead & Mead, Murphy, Pitchford, Regnier, Sherman, Skare, Statz, Stillman, Stubenvoll, Sunstrom, Viste, Wilson Staff: Staff: Beller, Berndt, Denis, Everhardus, Jarosh, Kaczmarowski, Lewen, Moneypenny Press: Press: Funkhauser
1. Chairman John Lowry called the meeting to order.
2. Minutes. Denise Bhirdo noted several corrections to the minutes of December 13, 2007 [fixed]; Brian Kelsey moved to accept the minutes of December 13, 2007; Claire Murphy seconded, approved unanimously.
3. Nominations. Vicki Wilson read the slate of candidates, noting that since the reorganization of the board in anticipation of the room tax collections, every effort has been made to achieve geographic and professional balance among the members. Wilson then moved to accept the slate of ten candidates; Sunstrom seconded, voted in unanimously.
4. Introduction of All Persons in Attendance Including Board, Staff and Guests.
5. John Lowry thanked Jeff Davis for his many years of service as a board member and welcomed newly seated members. He then explained how much the board and the DCVB have accomplished in the last 18 months, including the passage of the room tax and creation of the Tourism Zone Commission. While acknowledging that a board this large is unusual, Lowry stressed the importance of the Board’s role in shaping long range planning for the DCVB. Internally, Jack Moneypenny has been building a more effective organization to serve members, visitors, the Tourism Zone and the community at large. Lowry has great confidence in Moneypenny and the staff.
Because of the size of the board and the enormous changes that have taken place, communication is of primary importance. Lowry urges every board member to contact a member of the Executive Committee or Moneypenny with questions to avert any mis-communications that could derail the DCVB’s forward progress. He also noted that Executive Committee meetings are not closed sessions.
In 2008, we should be able to see some of the fruits of the marketing planning made possible through the $1.5 million in room tax monies now available to the DCVB. Moneypenny is a gifted marketer and the job he does in tandem with his staff is most appreciated.
6. Approve Policies & Procedures Recommendation by Executive Committee. Kelsey inquired if the Board would consider meeting more frequently. Lowry said that item would be added to the next Executive Committee. He also noted that strides have been made in board communication with immediate distribution of draft minutes and Jack’s monthly reports to the membership. Dina Boettcher commented that a combination of more frequent meetings coupled with more frequent communication might be most effective. Lowry noted that communication needs to move in many directions including from the board as well as to the board.
Bhirdo moved to accept the Policies and Procedures; Sue Sherman seconded, passed unanimously.
7. Marketing Update. Moneypenny thanked Lowry for his support and encouragement. He sees himself as an orchestra conductor who relies on great talent within the organization. Moneypenny singled out the hard-working Visitor Information Services staff for their knowledge and ability to impart information to visitors and potential visitors.
On the marketing side, there are great opportunities moving forward beginning with the Midwest Living (MWL) inserts (copies distributed). The inserts will be in each of the 950,000 copies of the magazine’s circulation, including 300,000 in the Chicago area alone. An additional 100,000 of the inserts will be printed for distribution in the Sunday, April 27 edition of newspapers in selected zip codes in four major target areas; 35,000 in the Chicago Tribune; 25,000 in the Milwaukee Journal Sentinel; 20,000 in the St. Paul Pioneer Press; and 25,000 in the Wisconsin State Journal. After this first push, we will begin to build tourism from closer-to-home markets in Green Bay and the Fox Cities.
With the satellite Visitor Centers, Sally Everhardus has been working with them on equipment, signage and customer service training for staff. The signage is meant to unify the Visitor Information Network and make it easy for visitors to seek and receive information throughout the County. On Thursday, May 15, the DCVB will sponsor up to five seats per visitor center to attend the motivational seminar, “A Passion for Service.” Other businesses may attend at cost, non-members may sign up at a slightly higher cost.
At t he Midwest Motorcoach Conference, the attendees applauded when it was announced that Door County has hired a sales person (Mary Denis) to work promoting group tours to the County. The wine and cheese reception was a big success, the wine was much admired. Moneypenny thanked Tim Lawrie of Simon Creek and Carrie Viste of Orchard Country for their generosity. Surveys were sent to lodging properties for meeting rooms and guest capacities; thirty seven were returned. Another survey was circulated to 60 attractions and restaurants that could possibly take care of group customers. An in-County service person may be necessary to coordinate with customers so Denis can remain focused on selling. The marketing support materials will be printed in small quantities to allow additional communities to be represented as they join the Tourism Zone. Moneypenny said his dream will be to hold a “Unification Day” celebration when the last community joins the Zone. It is too difficult to market only 80% of the County.
8. Discussion on Status of Sturgeon Bay/Tourism Zone. This agenda item’s discussion is summarized in t he next five paragraphs. Lowry began by saying that state statutes stipulate very clearly that room tax income must be spent to put heads in beds. The DCVB is walking a tightrope on who and what we market with Zone monies. The TZC, while understanding that we all wish to have Sturgeon Bay in the tourism zone, looks at whether the money is being used in the Zone where it is collected and that the office of the DCVB must be located in a Zone community. This means severe ramifications for the DCVB if Sturgeon Bay doesn’t move to join the Zone as we can’t risk losing the $1.5 million in marketing money. Moneypenny noted that at t he last commission meeting he felt the two organizations were no longer adversarial but working in partnership.
Background on the formation of the Zone was delineated by Dave Eliot. In 2005, consultant Robert Brooks said the Chamber of Commerce needed to broaden its funding source through a room tax and change its name to Visitor Bureau. From that recommendation, the Strategic Marketing Coalition was formed to raise the funds necessary to bring Marshall Murdoch in to research and write the Door County Strategic Destination Marketing and Management Plan. He proposed a 6.7% room tax to provide marketing funding; the Committee felt that was too high to generate buy-in from the communities and instead settled on a 5.5% tax rate. Furthermore, the statute stipulates that the maximum financial rebate from the room tax back to the collecting community is 30%. The original proposal was for 90% to come to the DCVB, but that was discarded in favor of a 70-30 split.
The Strategic Marketing Coalition met with all communities to assemble the Entity Agreement. Sturgeon Bay was involved in all the meetings, including two presentations before the city’s Finance Committee. The SBVC agreed to join the Zone. Then things unraveled as one person voted against prompting another to withdraw his vote. In addition, the City Administrator didn’t wish to give up the City’s part of the local room tax, even though the SBVC would still like to be part of the Zone. At this point, the City council is the biggest roadblock. Dina Boettcher noted that with more clarity because there are actual dollars recorded, Sturgeon Bay may see that other communities are adding to their budgets while Sturgeon Bay’s may be getting smaller.
Moneypenny has met with Todd Trimberger, reviewed the financials and gone to many meetings, including one with the Mayor during which he explained the marketing plan and the fact that the DCVB can’t represent the City with TZC money. This results in Sturgeon Bay companies that are members of the DCVB have second class status. Moneypenny himself is spending more time on talking to Sturgeon Bay than on marketing the Zone communities. Kelsey and Boettcher were approached to lead the Sturgeon Bay initiative; Kelsey is a non-resident director of the largest museum in Door County and Boettcher is a taxpaying resident and business owner in the city. They (along with the rest of the board) believe that Sturgeon Bay needs Sturgeon Bay people talk to them. They wish to be part of the DCVB. Kelsey noted the huge impact not being in the Zone has had on the DCMM. Boettcher doesn’t want her community to slip backward after all the strides it’s made. The SBVC has made a commitment to joining and moving forward but are fearful of what the City Council might give them to keep their center open. The annual meeting for the SBVC is April 16. Andy Starr will announce that the SBVC wants to join the Zone. They will review all the marketing initiatives the DCVB has undertaken and planned that do not include Sturgeon Bay. If it doesn’t pass, SBVC “is done” with being in the Zone. It is hoped that changes in the City Council will bode well for becoming part of the Zone.
Lowry thanked Boettcher and Kelsey for undertaking this work. Alan Kopischke said in his experience as an alderman, most Council members see short term pain as lots of phone calls and no re-election. He recommends eliminating as much of the pain as possible. Lowry thinks Sturgeon Bay feels like it will be losing money. Tim Lawrie asked what members belonging to both DCVB and SBVC can do at the Annual Meeting. Should they talk about joining the Zone? Wilson said the meeting at TAP described how not being in the Zone affects the city’s businesses.
9. The budget will be presented to the Executive Committee and a special Board meeting will be called for Board ratification before presentation to the TZC.
Moneypenny and Bruce Hill went to the Gardner town meeting. They will vote on joining the Zone next month, after speaking with their lodging properties. Moneypenny will attend that meeting as well to answer questions.
Moneypenny described his desire for a new policy for membership dues and advertising placements in the Visitor Guide after reviewing the $84,000 outstanding in those two line items. The DCVB is not a bank and cannot carry that amount of receivables. There are approximately 40 members that are delinquent after nine notices and five phone calls. They will be notified that they will be removed from the web and lobby immediately [done], but there is no way to tear out the advertising in the Visitor Guide.
In the future, for new members, the check has to clear before they will be activated. For renewing members, they will have 30 days to pay before being pulled from the lobby and web site. They may pay/renew via credit card. Similarly, ad sales cannot float out over the year as we have no leverage once the Guide is printed. That’s like a guest staying in a $350/night room and saying he will pay $87.50 a quarter for the next year for a bed he’s already slept in. A letter will be sent (Everhardus will draft) describing this new DCVB policy. Keith Mann made a motion to implement this policy as outlined by Moneypenny that all pay-to-play activities must be paid in full; Kelsey seconded, passed unanimously.
10. Believable Brands. On May 13th, Believable Brands will make a joint presentation to the Board and Tourism Zone Commissioners at 8am. Following that there will be a community presentation in the North and an afternoon presentation in the South. They will focus on issues and action steps, not where we’ve been. Because he’s on the Governor’s Council on Tourism, Kelsey asked if the state’s brand was/would be taken into consideration [yes].
11. President’s Report. Lowry motioned for a resolution that the DCVB’s Board would encourage the City of Sturgeon Bay to join the Tourism Zone; Lawrie seconded, passed unanimously.
Lowry proposed the formation of Task Forces that would meet for 3 to 5 meetings and then bring 3-4 suggestions to the Board for action. The Task Forces would be: Bringing Sturgeon Bay into the Zone: Boettcher, Kelsey, Eliot and Wilson Facilities Study: Stillman, Anderson Education on the Importance of Tourism: Lowry Great Lakes Compact: Travel Green: Bill Brown\Sustainable Tourism:
12. Other Business. Wilson reported the Egg Harbor Business Association (EHBA) requested and received $6,000 from the Town of Egg Harbor; Carlsville asked for $6,000 and received $8,000. Together this equals 23% of the total room tax money received by the Town. There was discussion as to whether the Town can give Zone money to an organization that is outside the Town. A lawyer will rule whether the Town can give the Village funding.
Keith Mann wrote a motion for the Town of Washington Board to continue giving the Chamber of Commerce operating money from the general fund plus 50% of the room tax money collected on the Island. The motion passed. Mann believes the action must be taken at a town meeting in order to be effective.
Eliot reported the Half-Marathon had 350 racers already signed up.
Everhardus reported the Kingdom So Delicious had been moved to the fall (from September 12 through 27th) and would culminate in a Fifty Mile Feast.
12. Adjourn. There being no further business, Wilson made a motion to adjourn; Mary Mead seconded, passed unanimously.
Sally Everhardus Director of Administration DCVB Board Meeting Meeting Minutes December 13, 2007
Attending: Anderson, Boettcher, Brown, Davis, Dickson, Downey, Frank, Grutzmacher, Kelsey, Krause, Lawrie, Lowry, Mead, Merkel, Murphy, Sherman, Skare, Statz, Stillman, Stubenvoll, Sunstrom, Viste, Wilson, Witteborg, Zaug Staff: Everhardus, Moneypenny Press: Funkhauser
1. John Lowry called the meeting to order.
2. Minutes. Jerry Zaug moved to accept the minutes of September 27, 2007; Steve Grutzmacher seconded, approved unanimously.
3. Minutes. Lowry moved to accept the minutes of October 24, 2007 with corrections; Tim Lawrie seconded, approved unanimously.
4. Board Nominations Update. Because of the need to approve the budget in advance of the Tourism Zone Commissioner meeting on December 20, this item is deferred until the March meeting. Brian Kelsey noted that since he is no longer President of PAHA, this could be his last DCVB meeting as their representative.
5. Year End Financials. According to the recent year end statements available for review, the DCVB entered the most recent budget cycle with a negative balance of -$171K, with cash flow masking the extent of the situation. The largest item of note was the combined budgeted Visitor and Go Guide income of $483K with $323K actual; the budget wasn’t readjusted to reflect the shortfall after the decision was made to not publish the Go Guide. Zaug noted that there had been a surplus two years ago that had been spent down as well. No one had anticipated the impact of the loss of revenue the new dues structure brought with it.
Moneypenny noted that it will take time to make the turnaround, but the plan is to make adjustments to the budget over the next two to three years. We must be careful to match the budgeted income and expenses; Moneypenny and Kerber Rose will review quarterly. We are balanced through October and a new system will be put in place to internally reconcile monthly. A purchase order system will be implemented in January.
6. Calendar Year Change Over. Moneypenny conferred with Kerber Rose about switching to a calendar year to bring our budget in synch with that of the Tourism Zone. We will file a short year tax return for August 1 through December 31. Our new year will begin January 1 but we will continue to use the revised budget, extending the plan to December 31 later in the year. A five month budget to cover the last part of 2008 will be written and presented to the Commission in June. In October of 2008, a one year budget for 2009 will be presented to the board and, after approval, presented to the TZC. We will then be totally synchronized.
A.J. Frank asked about the difference in the marketing dollars from the year end financials. Kelsey responded that is was because we did not run scheduled print advertising.
7. Audit. The preliminary copy was delivered this morning; final copy delivery will be the 21st. As it was not ready for the December board meeting, it will be presented in March. In reviewing the audit recommendations, Moneypenny noted that many of the suggestions had already been implemented or were in progress.
8. 2006-2007 Revised Administrative Budget. Moneypenny reviewed the memo and information packet that will be transmitted to the Zone Commission on board approval. The original administrative budget approved by the board on May 3 and by the TZC on May 24 projected revenue of $532,700, expense of $514,300 and a surplus of $18,400. The new budget was constructed to show actual dollars with line item changes and a narrative attached as explanation. Highlights include: “Other” is contracted services like the Green Fund and “Internet” is online sales. The revised income is up $187,000 from original.
On the expense side, highlights include: membership staff was over-budgeted originally, the critical issue of a new interactive database with new server and backup (most of the expense will be in the interactive software), interest income goes up every time we draw on the line of credit and the actual product of Arts Initiative funds will be determined in early spring. We need to have the arts included in our marketing, perhaps have an underwriting sponsor, to make all the arts in the County accessible. This is an opportunity to do things differently and to give leadership to an area in which none exists. There is a budgeted surplus that can help contribute to deficit reduction. Steve Grutzmacher moved to accept the Revised Administrative Budget; Bill Brown seconded, approved unanimously. The press was excused.
Moneypenny explained the approach to the Marketing budget and the necessity of keeping to the timeline meeting so approvals were gained prior to the presentation to the Zone Commissioners. Citing line items in the entity agreement, correspondence from the TZC and some special initiatives suggested by the Commissioners, the board of directors was urged to participated in the TZC meeting on December 20 at 9am at the Jacksonport Town Hall. Stillman suggested that board members call the Commissioner who represents their part of the Zone to urge them to approve this revised budget. It’s also important to remember that the DCVB has paid members from Sturgeon Bay and that we wouldn’t put them in jeopardy by not marketing all of Door County. The Commission exists to collect the room tax money, administer the funds and ensure they are being spent on marketing. Stillman asked that a list of commissioner contact names be sent to the board. Dick Skare thinks the commissioners don’t know what their real duties are and agrees that we need to change to a disbursement system instead of reimbursement.
9. 20062007 Revised Marketing Budget. The original marketing budget projected a lot of surplus because there was uncertainty about the true value of the tax collection. In constructing the Marketing budget, actual collections May-September and 15% of projected collections were used. Although some members of the Executive Committee think this number is $100,000 too high, Moneypenny wanted to keep the expectation elevated by using the Commission’s own numbers. When creating the 2009 financial picture, we will have more than a year’s history of Room Tax collection on which to base the numbers so there will be a more accurate budget in the future. Anderson said that every available needs to be in marketing.
Because the DCVB exists to market Door County and the Tax Commission was organized to fund marketing, the revised budget is based on having the DCVB fund 30% of costs through memberships and 70% to be funded by the TZC. All administrative costs are split 70-30. Highlights of the budget are: building an image library of “wow” shots to support our expanded PR; inclusion of the Midwest Living 10 page insert and additional over runs for inclusion with Sunday Edition newspapers in selected zip codes; and linkage to Midwest Living’s website. Kelsey said the DCVB would hurt Sturgeon Bay members if they were excluded from the insert. Jeff Davis confirmed that the insert costs were included in the $0.28 per piece cost. Anderson said this program accomplishes two things: getting us in front of people we haven’t yet connected with and reintroducing ourselves to those who have been here before. Frank asked if we had contacted other visitor bureaus about the value of the Midwest Living insert program.
Proceeding with budget items: the new computer and software will be adjusted to the 30-70% split. A new item is $6K for a double page spread and the cover in Fun in Wisconsin to be distributed for spring/summer of 2008. Harley Davidson celebrates its 105th anniversary and the opening of the HD Museum in Milwaukee. DCVB has space reserved for a 2 page spread in their biker’s guides. The magazine spread comes with electronic links for the websites and we could encourage bikers to add on a few days at either end of their stay. There are an expected 250-300,000 bikers coming for the museum opening.
Another new item is for a contracted group sales position. This person will be supported by a multi-year marketing piece, perhaps in partnership with the DCEDC. DCVB has a proposal for a 500 person conference to be held throughout the Peninsula that could be a springboard for these group sales opportunities for the shoulder seasons. Claire Murphy stated that there are a lot of new things in the budget, including start-up costs t hat won’t be in the 2009 budget. Money for Visitor Center projects is linked to the interactive database and technology expansion. We will need to put training into the 2009 budget. Kelsey inquired if the DCVB could send CDs weekly to centers without high speed internet service like Washington Island. To support all these projects, we will need creative services, perhaps from a variety of sources.
Nothing changed in the visitor center expenses leaving $38,000 in contingency funds. This can be earmarked for the arts initiative, training, collateral marketing pieces and unknown opportunities that may crop up.
The budget is solid, ties to the TZC agreement and collections to date. If the Zone approves it as is, the cash flow situation will ease considerably. Frank asked if the Commission would approve in total or by line item. Moneypenny said it is imperative that we get the Commission to approve this budget; if they keep deferring approval of the budget, a grievance will be filed. Zaug noted that statutory law says the commission exists to monitor the collection of room tax.
Davis asked if the Commission approves, does this lock us into the budget. Moneypenny responded that in the future we should build an opportunity fund into the budget that allows us to follow newly emerging opportunities.
Davis moved to accept the revised marketing budget; Stubenvoll seconded. In discussion, Anderson said the interest accrued on the un-dispersed funds should come to $50-60,000 and that must come to the DCVB. Wilson moved to include in the budget request all interest accrued from May 1, 2007 through July 31, 2008; Murphy seconded, passed unanimously. The original motion also passed unanimously.
10. Support at the December 20 Tourism Zone Commission Meeting. The board is strongly urged to support the passage of these revised budgets on December 20. Sally Everhardus will send out an email reminder. It was also reiterated that Board members contact Commissioners who represent them and town board members to urge support of adopting this budget. Everhardus will send the Commission roster.
12. Downey moved to adjourn; Lowry seconded, meeting was adjourned to everyone’s great relief….
Sally Everhardus Executive Assistant Special Board of Directors and 2007 Annual Meeting October 24, 2007, 4pm English Inn
Board Attending: F. Anderson, K. Anderson, Bhirdo, Boettcher, Brown, Davis, Dickson, Eliot, Frank, Grutzmacher, Kelsey, Krause, Larson, Lawrie, Lowry, Mann, Merkel, Murphy, Sherman, Skare, Statz, Stephan, Stillman, Sunstrom, Viste, Wilson, Zaug Staff: Berndt, Butler, Cochart, Everhardus, Jarosh, Kamark, Levendusky, Lynch, Moneypenny
1. John Lowry called the meeting to order.
2. Greg Stillman explained the changes made to the bylaws. Major focus was simplification as the document went from nine pages to five. Specific dates and duties were removed for flexibility, the name has been changed from the Chamber of Commerce to Door County Visitor Bureau and titles have been changed to reflect industry standards. Descriptions of board and committee responsibilities will be found in a policy and procedures document.
Lowry asked to entertain a motion to approve the recommendation to adopt the revised bylaws, Dick Skare moved, Jerry Zaug seconded; the motion passed unanimously.
3. Marketing Updates. Jon Jarosh ran through the new media marketing and responses already generated by the press tours through Geiger & Associates. Seventy writers from the Midwest Travel Writers Conference and 51 to date through Geiger have generated 1,200,000 impressions and an advertising value equivalency of $94,000. This is growing with 79,000 hits and a 47% click through rate generated by eBrains.
4. Membership Update. Phil Berndt gave details on the membership count, which stands at 948. With the implementation of the new dues structure, the list is being sorted to recognize the resulting number of separate dues and InnLine listings. There are 30 new businesses to date and 17 discontinued — many of these are home-based businesses, one-cottage vacation rental and Associate Memberships.
5. Acknowledgements. Lowry gave special thanks: to the staff, for “hanging in there”; to Jerry Zaug for his diligence in tracking down financial information; and to the Executive Committee for its weekly meetings to keep the DCVB highly functioning.
Lowry noted that it’s a great time to be involved with the DCVB — the room tax has passed, the re-Branding is in process and the DCVB is heading in a brand new direction under the leadership of Jack Moneypenny.
6. Introduction of the new President. Jack Moneypenny his delight at being part of the DCVB and that he was excited about being part of the new beginning. Although much is changing, he assured the members that we are not here to take community identities away, but rather to reinforce the whole of Door County. He stressed the concept of “WE,” not Northern Door and Southern Door.
Since tourism is vital to the health of Door County, the new initiatives in place are designed to move the economy forward. With the collection of “Formidable People” that comprise the Door County Community, Moneypenny intends to work side by side with all.
7. There being a celebration to be joined, Lowry adjourned the meeting
Sally Everhardus Executive Assistant Board of Directors Meeting September 27, 2007, 4pm Bertschinger Center
Attending: F. Anderson, Boettcher, Brown, Davis, Dickson, Eliot, Frank, Grutzmacher, Krause, Larson, Lawrie, Lowry, Mann, Merkel, Murphy, Sherman, Skare, Statz, Stillman Stubenvoll, Sunstrom, Viste, Zaug Staff: Everhardus
1. John Lowry called the meeting to order.
2. Minutes. Dave Eliot moved to accept the minutes of September 5, 2007; Claire Murphy seconded, passed unanimously.
3. Marketing Updates. Jon Jarosh distributed informational packets from Geiger and eBrains and a summary packet from a recent presentation. Jarosh thanked all BOD members who participated in both the Geiger and Midwest Travel Writers press tours. Jerry Zaug asked if Jarosh could post the magazine articles on the website, not just on the members’ website. Although the idea will be investigated, copyright laws may prevent widespread online posting.
The schedule for the next four Geiger tours is in the packet. To work with local businesses, the in-season tours are scheduled for Sunday through Friday, off season tours are weekends only with the exception of any special event weekends like Valentine’s Day. The July Geiger press tour was with 26 journalists, which all parties agree was too many to give a meaningful impression to all participants. The number will be reduced for future tours.
When DCVB began working with eBrains, there were 20,000 people in our online community, now there are over 70,000 with a 47% click through rate, which is remarkably high. eBrains notes the rate may fall in the future as the online community grows. Different means of access like Google and MSN are asked if they would like to complete an online survey and are tracked for reporting and measurement purposes. Physical Visitor Center traffic is down a bit for unexplained reasons. Jarosh conjectured it could be because they have so much online-retrieved information in advance of their visits.
The Midwest Travel Writers Conference was a one-time event that drew 65 mostly freelance writers. It was a lot of work but generated lots of good feedback. The Weather Channel was here the weekend of September 22-23 with lots of live spots, the majority of which were in Fish Creek. The ad value equivalent is estimated to be about $20,000. Some segments may be viewed on weather.com’s video file.
4. Membership Update. Dina Boettcher reported that 3 BOD members contacted over 30 businesses about their membership status. Although many had gone out of business, it was a great way to clean up the internal lists and also generate a few returning memberships. It was great outreach and a way to establish and re-establish communications. Phil Berndt thanks Boettcher and the other callers who helped fill the void left by Annie Williams spent her time in the field generating memberships and ad sales. Williams brought in 156 new businesses with a high retention rate to date. Boettcher presented Greg Stillman with a bottle of wine for having the most positive responses to his calls.
Berndt gave details on the membership count, which stands at 948. With the implementation of the new dues structure, the list is being sorted to recognize the resulting number of separate dues and InnLine listings. There are 30 new businesses to date and 17 discontinued — many of these are home-based businesses, one-cottage vacation rentals and Associate Memberships. Of the $342K invoiced for dues and InnLine services, 80% of the revenue is in house with only $65K in Membership receivables.
5 & 6. Fred Anderson presented information about the Room Tax collection results. Since May 1, 2007, there were $17,105,000 in Tourism Zone room sales that generated $621,000 in marketing revenue. In July, the occupancy rate was 68.2% with an average daily rate of just under $150/night. Original projections were based on $80-100/night. Actual is tracking ahead of projections, minus estimated Sturgeon Bay sales. Karl Stubenvoll asked what the compliance rate has been. Anderson said that 4-5 properties refuse to collect and 4-5 are refusing to submit the collected tax. The majority of innkeepers are in agreement that complaints about the tax are nearly non-existent.
Bob Dickson asked about the relationship between DCVB and the TZC and if it is working the way we would like it. Lowry responded that they are still working through their real role as a tax collection agency and not a marketing entity, but they will gradually sort things out. Zaug noted the Commission was now meeting once a month; the last meeting was September 20, 2007. The proposed agenda was too extensive to address all items so Zaug, Lowry and Anderson did not have the opportunity to discuss the third revised budget. There is ongoing controversy about what the TZC should fund, and Zaug doesn’t want the TZC to micromanage the DCVB’s marketing expenses. The DCVB budget will remain on the TZC agenda.
A Zone payment of over $100,000 to the DCVB will pay down the line of credit as will the CD that matures on September 30, leaving a loan balance of $23,000. The LOC will be used from time to time to cover cash flow shortfall.
Anderson noted that the TZC had received $620,000 to date. He wondered why they were sitting on the money and how the interest received would be allocated. Dickson said the current DCVB/TZC scenario reflected the process Sturgeon Bay experienced when they implemented the 4% room tax a decade ago. Dennis Statz concurred. Steve Grutzmacher feels these are just growing pains that will diminish as everything sorts out. Lowry mentioned that the TZC is just now getting around to formulating bylaws. The original election of officers was for just six months to allow communities who joined later to have an opportunity for leadership in the Commission. Washington Island has not yet designated a delegate. Because of the enormous amount of work demanded by the Commission, no one is willing to chair; they are contemplating using the 4% administrative fee to hire a paid administrative assistant. They, as have we, worked through many issues since January.
7. Bylaws. Greg Stillman was part of the 2001 Committee that revised Chamber bylaws. He explained the intent of the latest revision was to simplify, streamline and give latitude in changing policies without altering governance. As a result, some items from the bylaws will be moved to a customary policies document. Changes of note include changing the Board terms from four to three years, terms of officers from two years to one year, changing the Board President to Chairman and changing the Executive Director to President/CEO. Anderson said this came from SearchWide who said that title was an industry standard for DMOs with budgets over $1 million.
In addition, the quorum questions have been addressed, the method of notification has been expanded to acknowledge new electronic communication tools, Stillman asked to entertain a motion to accept the bylaws as presented, Tim Lawrie so moved; Brian Merkel seconded; passed unanimously.
8. Nominations. Lowry suggested that nominations be held under the new bylaws, to take advantage of the new term limits and officer designations. Anderson observed the DCVB is in a chicken and egg situation as the revised bylaws fit the new organization that was born almost a year ago when the new Board was seated in December of 2006, and yet we’re governed by the old bylaws. Lowry reiterated his suggestion to shore up the nominating process after the Annual Meeting. Although no motion was entered, there was consensus in the Board to defer the process.
9. Revised Budget. Zaug explained changes in the revised budget. However, since no copies were available, it was agreed to revise the Annual Meeting schedule to include a 4pm Board of Directors meeting to review the budget and hold the vote to approve. The Annual Meeting would then convene at 4:30pm.
10. Sturgeon Bay Update. Lowry stated that the Executive Committee has decided to step back. With the flurry of proposals between Sturgeon Bay, TZC and DCVB, the Commission was uncertain of the legality of the City contracting with the Commission to market Sturgeon Bay along with the rest of the Zone communities. That meant they couldn’t be part of the Zone so they also would have no vote. The Zone Commissioners wanted Sturgeon Bay to be treated equally with the other Zone communities. Sturgeon Bay’s attorney said they couldn’t be part of the Zone with a higher room tax, even though they would give 5.5% to the TZC. Lowry feels that they will come to the realization that it will be to the City's benefit to be part of the Zone,
Jarosh noted that the Commissioners who voted against Sturgeon Bay’s latest proposal did so to avoid any appearance of inequality between Zone members. Grutzmacher said from his point of view he couldn’t fathom anyone voting for the proposal. Lowry was amazed that no one asked how much more money would accrue to Sturgeon Bay as part of the Zone. Boettcher said she couldn’t imagine turning down the marketing money. Grutzmacher said it most succinctly – because they wanted to dictate the terms of membership. Boettcher responded that it was still frustrating to see an opportunity like that fly out the window. Jeff Davis explained that the TZC can’t be in the business of negotiating separate contracts with the various communities. Eliot chimed in saying this is all part of the growth process. Sturgeon Bay really needs to look at the dollar value for what they are receiving. He feels Sturgeon Bay is being asked to support a visitor center that isn’t really doing its job.
11. Local Visitor Centers Update. Sally Everhardus will be meeting with all of the Visitor Centers to determine their needs and wants with the long term goal of building a better framework for communication and information sharing. By ensuring that all information in use is accurate and disseminated freely, these centers will be an important part of the branding implementation process. Some things that have been discussed are having high speed internet links to the main database so everyone is not only receiving the same information, the are able to access it in a similar way. It is in the best interest of customer service to have professionally-trained staff at the Centers. Trained staff could then work in every Center in the County to supplement community special events.
12. Annual Meeting. Eliot said the Executive Committee conceived that this meeting should be about celebrating the gains of the past year like the TZC, new marketing initiatives and having a new President on board. That meant developing a new format for the meeting and providing easy access to Moneypenny for the Membership. Everhardus said the Membership will be notified via email but, because we are still functioning under the old bylaws, a physical copy of the bylaws would have to be mailed through the USPS. The staff will design a carrier card and response RSVP form to accompany the bylaws revisions. Members will also be able to RSVP on line.
There being no further business, Lowry adjourned the meeting
Sally Everhardus Executive Assistant Board of Directors Meeting September 5, 2007, 4pm Bertschinger Center
Attending: F. Anderson, K. Anderson, Boettcher, Brown, Chaudoir, Davis, Dickson, Downey, Eliot, Frank, Grutzmacher, Kelsey, Krause, Larson, Lowry, Merkel, Murphy, Sherman, Skare, Statz, Stillman Stubenvoll, Sunstrom, Viste, Wilson, Witteborg, Zaug Staff: Everhardus Press: Funkhauser
I. John Lowry called the meeting to order.
II. The minutes were approved with corrections. Claire Murphy motioned, Sue Sherman seconded, passed unanimously.
III. Jerry Zaug reviewed the financial reports. In reviewing the original budget, Zaug found it short $104K. Revenue was increased with a 25% increase in publications ad placements and supplemental InnLine services. After review of expenses, a 3% cost of living raise was given to staff as staff expenses and administrative costs were overstated. Although there are no reserve funds, the budget balances with 868 paid members, allowing for the new dues structure. Changes in funding led DCVB to draw on the Line of Credit.
Additional expenses will be in t he marketing budget and will need to come from the Tourism Zone Commission (TZC). The TZC would like an audit and revised budget. The completed revisions will be presented to the Executive Committee and the TZC.
In reality, there are two budgets; one for membership marketing and the other for Door County marketing. You can’t have marketing without administration and the administrative costs are only 15% of the budget. Bob Dickson said the TZC itself had set a precedent for administrative costs with the 4% withheld from the room taxes for administration. Zaug said that operations also affect marketing. With $62K in past due receivables, the DCVB is acting as a bank for those unpaid members. There is a plan in place to collect the past due accounts before terminating membership benefits.
Dick Skare asked if t here was a problem collecting from the Commission. Zaug responded that the DCVB will not be giving the Commission monthly paid invoices but, per Dianne Lensert’s opinion from Kerber Rose, should be paid from the monthly voucher requests until a revised budget is approved by the commission. With a revised budget, expense accounts will be set up for both budgets and the commission should be able to pay all expenses in the marketing budget from a monthly financial statement set up on a cash basis. Dick Skare questioned the cash position, which Zaug said was currently very strong. Brian Kelsey asked if we could pay down the line of credit to reduce interest and draw down again later. Zaug said the CD coming due at the end of the month will reduce the line of credit significantly.
Fred Anderson asked if the situation regarding the receivables resolved itself. Zaug said some had been collected but how much cannot yet be determined until all membership payments are accounted for. It has been a very busy time for Barb, the bookkeeper, and it may make sense in the future to have a full time bookkeeper who could also prepare monthly financial reports. Lowry noted that the Executive Committee has met weekly to review the financials and all of Zaug’s actions have the approval of the Executive Committee. In addition, to clarify the purpose of each entity, the primary function of the DCVB is marketing and the TZC exists to collect and monitor the room taxes. The TZC and DCVB are still sorting out their roles and figuring out how to work with each other. Zaug noted that he’s happy that no Executive Director has had to face the Commission.
With two months of room tax collection records plus the addition of Washington Island, the anticipated tax revenue has exceeded that anticipated. Zaug factored 12% additional tax dollars into the revised budget, half of actual, plus $110,000 annually for Washington Island. Mitch Larson commended Zaug for delving into the budget.
One further upcoming (and critical) expense will be to upgrade computers, software and electronic storage for the photo files as that memory is full. Zaug expects $6K necessary for the upgrades. Zaug concluded with the fact that the recent resignations were not related to the change in management, but significant opportunities for the staff.
IV. Membership
Dave Eliot reported that he and Ann Birnschein had contracted with Renee Puccini to take up the slack in Visitor Guide production. Renee is to give Eliot both short and long term estimates for Guide production. Dina Boettcher and Jeff Davis have been asked to offer their expertise.
Eliot is concerned there may be a loss of new member sales due to Annie Williams’ departure. Boettcher met with Phil Berndt to discuss how to conduct a membership drive targeted specifically to dropped members. Boettcher and Berndt prepared a list of 200 businesses; Boettcher prepared a script. Each board member will be asked to contact 5-10 businesses by October 31st. Eliot mentioned Berndt is receiving a lot of calls, especially from small cottages, who are concerned about costs. This could result in a loss of 150 to 300 Visitor Guide advertisers. Kelsey, representing PAHA, said this was the first year the arts and humanities non-profits have been asked to pay dues, which is a strain on their budgets. He reports that four of the PAHA members will not join and they are part of the cultural listing in the front of the Visitor Guide.
V. SearchWide
Lowry reviewed the selection process as conducted by SearchWide, a firm that specializes in placing destination marketing leaders. DCVB worked with Craig Molitor who started with a list of 230 potential candidates. The list was reduced to 40 and then 17 for the Search Committee to review. Molitor interviewed these candidates; as a result, no local candidates were brought to the Committee for consideration. After an extended conference call, the list was reduced to six, who were invited to Door County for personal interviews. All short-listed candidates had substantial experience.
SearchWide prepared the Search Committee for the interviewing process, including the use of rating sheets and interview formats. The Committee thought the process was very thorough, and independently came to a unanimous conclusion on the candidate to whom they will extend an offer.
The meeting was adjourned to Executive Session.
Motion to accept employment contract as outlined by Dave Eliot, 2nd by Steve Grutzmacher.
Motion carried unanimously.
Sally Everhardus Executive Assistant Board of Directors Meeting Corrected Minutes as Approved 9/5/07 June 21, 2007, 4pm Bertschinger Center
Attending: F. Anderson, K. Anderson, Bhirdo, Boettcher, Brown, Chaudoir, Davis, Dickson, Downey, Eliot, Frank, Funkhauser, Grutzmacher, Krause, Larson, Lawrie, Lowry, Mann, Serpe, Sherman, Skare, Statz, Stephan, Stillman Stubenvoll, Sunstrom, Viste, Zaug; Staff: Raymore, Everhardus
I. John Lowry called the meeting to order.
II. The agenda was approved. It was noted that the minutes for April are in Phil’s computer.
III. New Executive Assistant, Sally Everhardus, was introduced. She has been in the County since 2002 and has twenty years experience in non-profit fundraising and management.
IV. Updates
a. The Tourism Entity Agreement (TEA) for Washington Island appears to be on board for implementation by August 1st. It passed the town board meeting, they are reviewing the latest version so their local ordinance will have parallel wording. b and c. The Tourism Zone Commission report was delivered by Jerry Zaug. Gardener is interested but is waiting for developments at Wave Point. The Sturgeon Bay meeting was very well attended. They would like to participate fully but a motion was made that some room tax collected in Sturgeon Bay given to the DCVB would be used for county-wide Visitors Centers. The item was left open with Zaug requesting firm financial information on room tax revenues from Todd Trimberger. Because there was not a quorum present in May, the Executive Committee approved and signed the Tourism Entity Agreement as representatives of the whole board. There was a motion by Bhirdo and second by Grutzmacher to approve the action of the Executive committee that passed unanimously. d. Task Forces 1. The Marketing Task Force work has finished with approval of the 2007-08 Marketing Plan. 2. The Business & Strategic Marketing and Physical Plant Task Forces need to swing into action.
e. The status of the water at the Log Den and the Village of Egg Harbor was monitored throughout the weekend. Most coverage was quite positive. DCVB did not send out a wide-distribution fact sheet as that may have raised more negative than positive responses. It was noted that the information Centers need to have the most recent information to give out to tourists.
V. The next quarterly meeting will be Thursday, September 27th at 4pm. The December meeting date will be established at that time. The Annual meeting will be on October 24th. The Executive Committee will be meeting on a weekly basis; day and time have not been established.
The meeting was adjourned to Executive Session.
Sally Everhardus Executive Assistant Door County Visitor Center Board of Directors Meeting Minutes Ephraim Village Hall April 26, 2007
Absent: Chaudoir, Bhirdo, Anderson, Dickson, Serpe, Stephen, Kelsey Meeting was called to order at: 4:05PM
Agenda: Approved Minutes: Motioned to approved by Mead 2nd Wilson. Carried.
1. Recommendation to Board to contact municipalities to dedicate 15% of 30% to support the local associations. 2. Draft of marketing plan has been handed out to Board Members. The Commission will want a copy of this plan for their consideration before they start working with us. a. It will need to be approved by this Board as well as the Commission b. Hoping to make this plan a two tiered plan to allow for additional municipalities to join. c. The Commission has been working twice a week and is really working hard to move forward in a very professional manner. d. Kerber-Rose will have a telephone line installed that will be answered as the Door County Tourism Zone Commission. i. PO Box 55, Sister Bay has been set up ii. e-mail address will be setup. e. Letter to lodging permit holders will go out Friday. The letter was delayed because the commission could not meet until Friday. f. This Board of Directors may need to meet this coming week. 3. A recommendation from the Executive Report has been made to create an Ad Hoc committee to look at options for future physical plant needs. 4. Executive Board asked Raymore for 4 short term goals a. Economic impact of Door County’s Tourism will be increased. b. Area Business Association partners… i. Survey Boards c. Every Business would support d. Board of Directors is unified 5. Innkeeper Room Tax Sessions a. Good Attendance (aprox. 160) i. Large number of single rental owners b. A good way to firm up relationships with lodging properties. i. Appreciated interest and support offered. c. Commission is meeting twice a week to be able to get the information packet out by the end of this week. i. It was requested that an official letter detailing that the Room Tax is law be included. 6. Insert Commission Members HERE a. 7 members of 11 commission are Innkeepers 7. Task Force Updates a. Annual Marketing Plan i. Has met and will meet on Monday b. Branding Task Force i. Have received proposals for consideration. 8. Business Climate a. Statistics/Marketing Director’s Report/County Comparisons/WDept. Of Tourism/Traffic, etc.. i. Lawrie commented that we need to focus in on economic indicator. ii. Statz pointed out that Door County has not been the only county to loose ground. iii. Dells growth has been in the winter months. iv. Note: State Travel Expenditures began to include Vacation home owners before 2000. v. The reason the statistics have been added to the meeting is for the Board to begin brainstorming what the Board would like to accomplish in the short term and long term. 9. Goals a. 10% Increase in Occupancy b. Long range goal to return the economic standard to those seen in 2001 in 4 years. c. Return to being number 4 in the State. d. The Golden Goose, achieving our goals without adverse environmental impact. e. Increase community confidence from survey done by Murdaugh (2.4) – Raise to 4 out of 5. f. Campaign to educate community about the importance of tourism. i. Pointing out amenities that we often take g. More National Recognition of Door County as a natural and artistic destination. h. Long range – to attract the people who would be able to work in our industries. i. Work to improve quality of visitor’s experience through improved service, product appearance - Building esthetics, signage. j. Promote eco-tourism, kayaking, biking, hiking, etc. k. Leisure boating on the Great Lakes is bigger than shipping. We need to encourage investment and improvement on our waterfront. l. Development of child friendly activities to encourage families and to entertain younger workers.
m. Niche marketing needs to be developed because Door County is not one flavor. n. Door County has been in tourism for over 100 years. Not too many destinations can claim that. o. Creating a real Brand Promise and fulfill it. p. Promote Door County as a premier wine destination in the mid-west. i. More wineries than any other county in the state. ii. Winery customers tend to spend more than your typical visitor. iii. Ecologically friendly. iv. Create a Door County wine trail. q. We have niche markets in the County that need to be exploited. They are out there to present to the visitor. i. If we look at major niche markets you will find that they intersect. ii. Geiger and Associates will present niche itineraries to the writers. iii. E-Brains will be doing search engine optimization (SEO) so Door County comes up when visitors search the web. r. Build better relationships between businesses. 10. Lowry asked Raymore to consolidate list and sort into Short and Long range goals to present at next meeting. Watch for special meeting for the Marketing Plan next week. Next Meeting: June 28th 4:00PM – Review Long and Short range goals.
Meeting Adjourned 5:51 PM Door County Visitor Bureau Board of Director’s Meeting March 21st, 2007 Bertschinger Community Center , Egg Harbor
Present: Absent:
Meeting called to order at 4:05
Skare motioned to approve, 2nd by Murphy, motion carried.
Executive Committee Report
i. Events ii. Member News – would go out to everybody on the same day.
i. Asking for a May 1st start date for collection. 1. Would allow for training on the 4th, 5th and 6th of April. 2. Greg Swain would be available for training to discuss how it operates in other areas.
i. Will need to bring a plan forward to the Commission
Washington Island Meeting 1. Very positive reception and they may be deciding to join the zone after our discussion. 2. Eliot mentioned the need to investigate the Cherry Train’s policy of not stopping at any business in the island.
Room Tax Update
i. By signing onto the zone, they have a seated voice on the commission even if they do not have rooms.
Task Force Assignments
Old Business 1. Bulb Sales a. Garden Centers have been upset that our Bulb Sales have diminished their own sales. i. Bulbs are not a fund raiser for the Visitor Bureau but profits are about $800 and are given to the Door County Green Fund. ii. We may need to pursue another way to support the Green Fund. iii. The cost of advertising the Door County USA and other bulbs are paid for by the bulb sales. There would need to be another way to support that effort, perhaps by way of coop advertising with the nurseries. 2. Measurables Asked by a local restaurateur: Tom Lyons used to call and ask restaurants for statistical information. Is business up or down? What is the mood or climate of your customer? What are the factors? Weather? Events? Political Climate? a. Dollars and Cents b. Number of Patrons c. General Perception of Business Climate d. “Bad business builds bad business” i. Should it be public? ii. There is a need to be honest about the reality of the business climate. iii. Nicolet Bank questionnaire would make a good model for a survey. The information is only shared with those who participate in completing the survey. 1. Make it a membership benefits. iv. The Room Tax Commission will have to make certain general reporting to the public. We have nothing to hide and no way to hide it. 3. WIGCOT a. Bhirdo expressed the importance of attending. Each business needs to take responsibility for our business success and attending the conference is too important. b. Door County is a model of tourism that gets called out by example time and time again. c. Lodging attendance is high but we need more from other sectors to participate. d. If we can’t always get everyone to go to conference, we should try to bring in keynote speakers to speak to our business community. i. The Speakers Bureau has a directory of speakers that address the issue. e. We are in a community that has a lot of businesses that have been in the family for more than a generation. Bhirdo mentioned the fact that while they knew they were in “tourism”, they didn’t exactly understand what it was or how important it is. i. It’s easy to get caught in our own box but it’s important to be reminded about the importance of working together. 4. Room Tax PR a. As the first community in Wisconsin to create a Tourism Zone, is there a strength to promote how this will benefit the experience. b. Raymore said that many other communities have contacted her after seeing the work we have done to work together and see us as a model.
Next Meeting April 26th – (Sister Bay Fire Station) 4:00 Meeting adjourned at 5:53 Door County Visitor Bureau Board of Director’s Meeting Thursday February 22, 2007 Bridgeport Resort 4:00pm
Present: F. Anderson, K. Anderson, Bhirdo, Brown, Davis, Eliot, Grutzmacher, Kelsey, Krause, Larson, Lawrie, Mead, Merkel, Murphy, Serpe, Sherman, Skare, Statz, Stephan, Stillman, Stubenvoll, Viste, Wilson, Zaug; Staff: Raymore, Berndt Absent: Boettcher, Chaudoir, Dickson, Downey, Frank, Mann, Sunstrom, Witteborg
Meeting called to order at 4:05
Skare motioned to approve, 2nd by Murphy, motion carried.
Executive Committee Report
i. Events ii. Member News – would go out to everybody on the same day.
i. Asking for a May 1st start date for collection. 1. Would allow for training on the 4th, 5th and 6th of April. 2. Greg Swain would be available for training to discuss how it operates in other areas.
i. Will need to bring a plan forward to the Commission
Washington Island Meeting 1. Very positive reception and they may be deciding to join the zone after our discussion. 2. Eliot mentioned the need to investigate the Cherry Train’s policy of not stopping at any business in the island.
Room Tax Update
i. By signing onto the zone, they have a seated voice on the commission even if they do not have rooms.
Task Force Assignments
Old Business 1. Bulb Sales a. Garden Centers have been upset that our Bulb Sales have diminished their own sales. i. Bulbs are not a fund raiser for the Visitor Bureau but profits are about $800 and are given to the Door County Green Fund. ii. We may need to pursue another way to support the Green Fund. iii. The cost of advertising the Door County USA and other bulbs are paid for by the bulb sales. There would need to be another way to support that effort, perhaps by way of coop advertising with the nurseries. 2. Measurables Asked by a local restaurateur: Tom Lyons used to call and ask restaurants for statistical information. Is business up or down? What is the mood or climate of your customer? What are the factors? Weather? Events? Political Climate? a. Dollars and Cents b. Number of Patrons c. General Perception of Business Climate d. “Bad business builds bad business” i. Should it be public? ii. There is a need to be honest about the reality of the business climate. iii. Nicolet Bank questionnaire would make a good model for a survey. The information is only shared with those who participate in completing the survey. 1. Make it a membership benefits. iv. The Room Tax Commission will have to make certain general reporting to the public. We have nothing to hide and no way to hide it. 3. WIGCOT a. Bhirdo expressed the importance of attending. Each business needs to take responsibility for our business success and attending the conference is too important. b. Door County is a model of tourism that gets called out by example time and time again. c. Lodging attendance is high but we need more from other sectors to participate. d. If we can’t always get everyone to go to conference, we should try to bring in keynote speakers to speak to our business community. i. The Speakers Bureau has a directory of speakers that address the issue. e. We are in a community that has a lot of businesses that have been in the family for more than a generation. Bhirdo mentioned the fact that while they knew they were in “tourism”, they didn’t exactly understand what it was or how important it is.
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