October 2024 Board Meeting Minutes and Recording

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

October 2024 Board Meeting Recording.mp3

October 2024 Directors Report Presentation

Please find the meeting minutes below:
Charlottesville Albemarle Convention & Visitors Bureau
Board of Director's Meeting
October 21, 2024 – 2:00 p.m.
CACVB Administrative Office

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

ABSENT: Andrea Copeland, Amber Smith

ALSO ATTENDING: Courtney Cacatian, Lauren Bohdan, and Roy Van Doorn

1. CALL TO ORDER

Chair Bea LaPisto-Kirtley called the meeting to order at 2:01 p.m.

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

b. Industry Presentation: Bea introduced Tim Padalino, the Chief of Parks Planning for Albemarle County Parks and Recreation who presented on the future Biscuit Run Park. When opened, this will be the largest park in Albemarle County, and phase 1 will see the addition of an access road into the park, 75 space parking area, trailhead, restrooms, and additional trails. Also included in the early phases is the creation of a mountain bike downhill skills park in partnership with the Charlottesville Area Mountain Bike Club. Tim welcomed board member Jaruchan Palakawongs, who is also a board member of the Charlottesville Area Mountain Bike Club to speak on the current plans for this space and how it could help in driving visitors to the area. Tim finished the presentation with comments on future connection possibilities to 5th Street Station, as well as other local neighborhoods and proceeded to field questions from board members.

c. 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.

d. Director's Report: Courtney moved on to presenting the Director's Report, with specific highlights of hosting the Capital Region USA's Global Travel Exchange, hiring a new Content Manager, speaking at multiple conferences including the Virginia Association of Zoning Officials and Rivanna River Basin Commission. The attendance of the Virginia Wine Month Celebration at the Governor's Mansion, First Lady of Virginia Wine Event, VRLTA Fall Meeting, and the Go Virginia region 9 tourism meeting were also highlighted. Hotel metrics were presented with occupancy rates softening, while average daily rate and revenue per available room continuing to be on pace for the year. Marketing and PR efforts included completing the RFP for search engine marketing and digital media buying agency, creating or refreshing eight blog posts focused on fall content, attending the U.S. Travel Association's ESTO tourism conference and the Mid-Atlantic Tourism Public Relations Alliance Media Marketplace. The Marketing Team also hosted a group media familiarization tour of five MATPRA attendees. A social media spotlight in regards to a informational post pertaining to the closure of the Blue Ridge Parkway after Hurricane Helene noted significant engagement and reach, and highlighted how this tool may be able to provide guidance in a time of crisis. Sales efforts included attending the Student Youth Travel Association conference, Society of Government Meeting Professionals chapter board meeting, CRUSA Global Travel Exchange Orientation, Virginia Society of Association Executives Fall Expo, and more. The Sales team took part in local partner meetings with the Fairfield Inn Charlottesville North, Boar's Head Resort, Trump Cidery, The Forum Hotel, and the Omni Charlottesville Hotel. Also assisted with or distributed 4 RFP's, and provided 180 Welcome Bags to Conferences. Courtney proceeded to present a slide on Hotel Market Segmentation with industry definitions and the three primary hotel market segments. Metrics were presented on Visitor Services efforts including MVC visitation and brochure distribution. A number of shifts were canceled due to Hurricane Helene, however, the Mobile Visitor Centers will be traveling to three VA Welcome Centers in the coming months, as well as hosting travel specialists from around the state in Charlottesville in early November. Destination Development is working on a number of initiatives including Accessibility, History and VA250, Outdoor Recreation, and Tourism for All. Destination Development is also working internally on a Partner Playbook, as well as workforce development, assistance with grants and letters of support, and convening of stakeholder meetings.

e. Draft Strategic Plan Discussion: Courtney presented the revised Strategic Plan for the next three years after receiving feedback from the board members at the last board meeting and working with leadership to make adjustments that took this feedback into consideration. The board asked about general opportunities for additional brainstorming among board members in the future, such as on the future development of a cohesive brand. This was noted by the Executive Director and the team will look into how to address this. A motion was made to approve the Strategic Plan, all approved, and the motion passed.

f. Public Comment: Roy Van Doorn had a question in regards to the Three Notch'd Trail and current state. A note of the current feasibility study that is underway was mentioned.

g. Board Announcements: Russ noted the Tourism Improvement District and the discussions that have been had with local hoteliers. A discussion was had in regards to the progress of the TID discussions and what next steps should be. The board made a motion that they are not ready to approve the $75,000 for Civitas to take the lead on approaching local hoteliers, but allowing Russ to take the lead for the industry to educate hoteliers and gauge support for TID. Courtney will be available to answer questions and provide a list of hotels and contacts, and that Courtney will sit in on any meeting with city and county representatives on this development. The group will receive an update at the December board meeting. The motion passed. Bea noted the upcoming closure of Free Bridge Lane and the opening of the pilot program to utilize the area for a recreational promenade. This will take place on November 1st. The road will be gated and will then be able to be utilized by pedestrians, cyclists, and other recreational users.

Chair Bea LaPisto-Kirtley adjourned the meeting at 4:03 p.m.