August 2024 Board Meeting Minutes and Recording

The audio recordings and the director's presentation of the August 2024 Board Meeting can be accessed below:

August 2024 Board Meeting Recording.mp3

August 2024 Directors Report Presentation

Please find the meeting minutes below:
Charlottesville Albemarle Convention & Visitors Bureau
Board of Director's Meeting
August 26, 2024 – 2:00 p.m.
Courtyard by Marriott Charlottesville Hotel

PRESENT: Francois Abadie, Cecil Banks, Andrea Copeland, Russ Cronberg, Chris Engel, Emily Kilroy, Bea LaPisto-Kirtley, Jennifer Lyon, Jaruchan Palakawongs, Jay Pun, Danny Shea, Brad Uhl, Juandiego Wade, John Wharton (Presence of Andrea Copeland, Emily Kilroy, Jay Pun, and Danny Shea not reflected in roll call performed on recording)

ABSENT: None

ALSO ATTENDING: Courtney Cacatian, Lauren Bohdan, Roy Van Doorn, Darcie Weigand

1. CALL TO ORDER

Chair Bea LaPisto-Kirtley called the meeting to order at 2:03 p.m.

a. Roll Call: Bea invited Lauren Bohdan to perform the roll call.

b. Consent Agenda: Bea asked for input on the consent agenda including previous meeting's minutes and the financial statement. A motion was made to approve. The motion was passed, all items were approved and the consent agenda was passed.

c. Director's Report: Courtney presented the Director's Report. Highlights included the CACVB Open House at the new admin. offices, the start of the second Tourism for All Cohort, attendance of the US Travel Association's Annual Conference ESTO, and more. Events on the horizon include hosting Capital Region USA's Global Travel Exchange, and the VADMO Fall Conference, as well as the finalizing of the three year strategic plan. Courtney provided updates on Hotel metrics, as well as updates from Marketing and Public Relations, Sales, Visitor Services, and Destination Development including engaging stakeholders and increasing use of the Partner Portal. Cassie provided an overview of the Partner Portal and how it is utilized with the assistance of partners to populate the information available to visitors on the Visit Charlottesville website as it pertains to businesses and attractions. A discussion was had on the development of Mobile Visitor Center operations as well.

d. Draft Strategic Plan Presentation: Courtney moved on to presenting the Draft Strategic Plan that would layout initial steps for the years of 2025 - 2028 working towards the Tourism Master Plan. Strategic plans in the future would likely come in three year increments. Critical Business Imperatives included: 1.) Overnight Stays, 2.) Visitor Spending, 3.) Midweek Business, 4.) Research, 5.) Leadership, Governance, and Transparency, 6.) Promotion, 7.) Partner Engagement and Development, 8.) Visitor Services. Tourism Master Plan Goals included: 1.) Amplify Visitor Experiences, 2.) Foster a Welcoming Community, 3.) Strengthening Community Partnerships, 4.) Enhance Local Quality of Life, 5.) Boost Sustainable Economic Growth. Steps were provided on how to work towards each of these goals, with guiding questions for Equity and Inclusion. The board provided feedback on adjustments that may be needed in the wording of a few of these objectives, as well as the thought that the plan may be ambitious. It was noted that there is a bit of bleed-over and overlap between certain objectives. Courtney noted that once finalized, this plan will live on the Visit Charlottesville website for the public to view.

e. Annual Plan Review: Objectives and Key Results were presented for each department of the CACVB. Highlights included Socializing the Tourism Master Plan, developing a rebrand strategy, increasing engagement with partner extranet and customer relations management system, and professional development to continue to create and refine standards throughout all departments. Questions were posed from the board in regards to Mobile Visitor Center Operations when weather does not allow for vans to visit outdoor spaces. Operations will shift to our physical location on these days. A discussion was had in regards to signage to direct visitors to new physical space. It was noted that with upcoming rebrand, signage would be developed once this is finalized.

f. Public Comment: Roy Van Doorn spoke on the problematic nature of nature of Airbnb operations, mainly that state law states that agency collects Transient Occupancy Tax, which is then distributed to localities in a lump sum with no metrics or data. This makes it difficult to discern accuracy, as well as if those stays possess a business license. The hope is that more transparency from short term rentals will be provided.

g. Board Announcements: Bea noted that an additional winery is asking for a business license in Albemarle County, displaying how the area continues to attract businesses in this industry. Bea also noted that Free Bridge Lane near Darden Towe Park will soon have gates placed at both access points, and will be utilized for walking and biking, with the possibility of additional development in the future.

Chair Bea LaPisto-Kirtley adjourned the meeting at 3:51 p.m.