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Board of Directors Meeting Minutes

June 8, 2020

Via WebEx

Board Members Present: Dr. David Lee, Phil Smith, Heather Ditty, Craig Baldridge, Betty Clark, Bob Hoying, Doug Baker, Frank Willson, Amy Numbers, Eric Belfrage, Jennifer Ruiz, Michele Brenner, Gerrilyn Rozich, Tim Lecklider, Clay Rose.

Board Members Absent: Dr. William Burke, Michael O’Malley, Pete Fingerhut, Dave Cecutti

Guests: None

Staff: Scott Dring, Sara Blatnik, Meg Berno, Katie Rich, Josh Bricker

Board Action Items:

• Scott to send out meeting dates for the remainder of 2020 via Outlook.

• Frank Willson made a motion to approve the Consent Agenda as presented. Bob Hoying seconded. All approved.

• Frank Willson made a motion to approve the Budget as presented and changing the Bureau from a fiscal year to a calendar year. Gerrilyn Rozich seconded. All approved.

• Staff will create a Committee to help create the Reimagination of the CVB. The first meeting will be held in a few weeks.

Detailed Minutes:

I. Welcome/Call Meeting to Order

a. Welcome – Dr. Lee welcomed everyone to the WebEx call.

II. Consent Agenda

a. Consent Agenda Approval – Frank Willson made a motion to approve the Consent Agenda as presented. Bob Hoying seconded. All approved.

b. Financials – A summary of the financials for May 2020: Staff provided the financials earlier in the week as part of the Consent Agenda. Fiscal Year-To-Date bed tax revenue thru the month of March totaled $951,229 a decrease of 1.8 percent from FY19 and a 2 percent increase vs. the YTD budget of $932,000. The current total in the checking and saving accounts through May is $313,952.77. Account receivables total $32,575 due to the billing for the Destination Guide Partnership. It is the Bureau policy to have at least 15 percent of the overall budget for the reserve fund and the reserve fund balance stands at $200,000. Through May, total expenses year-to-date stand at 70 percent and the total incomes year-to-date stand at 80.8 percent. All account lines are where they should be at the beginning of the fiscal year. All account lines are where they should be at the beginning of the fiscal year. The Bureau’s Executive Committee reviews and the Finance Committee receives detailed financials monthly.

III. Executive Committee Report

a. Calendar Year Conversion – The Bureau will be changing from a fiscal year to a calendar year starting January 1, 2021. Scott noted the reason for the change is the Bureau’s busiest time is in the late Spring when they are working on budgets and marketing plans and that the City of Dublin and most partners are also on a Calendar Year. Scott spoke with Clay on the change and he is comfortable with it. Staff will be working with Rea & Associates on implanting the change.

b. FY21 (Six Months) Board of Directors – There are no changes to the Board of Directors currently with the change to the Calendar Year. The Executive Committee will provide recommendations in December for approval of the Calendar Year Slate of Board Directors.

c. FY21 (Six Months) Budget – Scott provided an overview of the Budget which will be for June – December 2020. A new Budget for Calendar Year 2021 will be presented in December for approval.

Key Observations:

• The budget is for the first six months of the Fiscal Year 2021 (July 1 – December 31, 2020).

• Staff is working to change the organization from a fiscal year to a calendar year starting on January 1, 2021.

• The budget is divided among the Bureau’s six market segments – Meetings, Group, Leisure, Sports, Communication and Administrative.

• The $200,000 in Reserves will not be used during this budget.

• Prior year carryover funds will be used and estimated to be at $175,000.

• The budget ratio between Marketing vs. Administrative Costs is 81% (marketing) vs. 19% (administrative). Industry average is 60% (marketing) vs. 40% (administrative).

• The percent of the marketing budget for each category include: Meetings (1%); Group (0%); Leisure (48%); Communication (22%); Sports (10%).

• The entire budget (excluding operating expenses) is aligned with the Dublin Hospitality Industry Restart Plan.

Income:

• The Bureau’s estimated bed tax receipts for the first six months of FY21 are $222,000, representing a 62 percent decrease over the same period last year.

o Revenue projections for the first half of the fiscal year are based on a monthly percentage of the previous year’s bed tax: July – 20%; August – 30%; September – 40%; October – 50%; November – 60%; December – 50%.

o Bed tax projections were based on responses from Dublin hotel General Managers, Smith Travel Research, and numerous other industry measures.

o The two new hotels (Springhill Suites, TownPlace Suites) scheduled to open in 2020-21 are not being considered as part of the projections.

• The City of Dublin has provided an Economic Development Grant of $300,000 for the Dublin Hospitality Industry Restart Plan. Only sales and marketing efforts will be used with these monies – no administrative expenses.

• Staff is still awaiting word from the Small Business Administration on the amount provided for the Economic Injury Disaster Loan (EIDL). It is projected to be in the range of $200,000 - $400,000.

• There will be a carryover of FY20 revenue in the amount of $175,000.

• Total projected revenue for the first six months of FY21 is $697,000.

Budget Items by Market

• Meetings

o The National Sales Manager Position is not included in the budget.

o Meetings only represents one percent of the overall budget.

o There are two trade shows included in the plan that traditionally generate substantial leads, but staff believes it is highly unlikely that these shows will occur.

• Group

o There is $0 budgeted for the Group Tour Market.

• Leisure

o The majority of funds received from the City of Dublin for the Dublin Hospitality Industry Restart Plan will be allocated to the Leisure Market.

o There will be campaigns for the Summer and Fall/Winter Shoulder Seasons. The expense of the campaigns total $270,000. The campaigns will focus on Ohio markets only – Akron, Cleveland, Toledo, Dayton and Cincinnati.

o The Bureau will support the City’s Open for Business Campaign.

o Staff will create a co-op marketing program for the industry at no cost to industry members. This program will mainly focus on digital media opportunities. The budget for the Co-Op Program is $20,000.

o Media Relations will serve as an important role in the Restart Plan. Staff will be utilizing Belle Communications for this effort at the expense of $20,000.

• Sports

o There are three trade shows included in the plan that traditionally generate substantial leads, but staff believes it is highly unlikely that these shows will occur.

o Marketing funds are included for the partnership with the Ohio High School Athletic Association.

• Communication

o Social media efforts will support campaigns including Influencers, Staycation, etc.

o Design and printing expenses will be used for such Restart Items as trail guides, cleanliness initiatives, etc.

o The Bureau will partner with the industry and the City of Dublin on Cleanliness Initiative and Outdoor Dining programs. In addition to Sales and Marketing efforts, expenses will also include a Patio Music Series.

o Dues and subscriptions budget remain the same as the previous year. Staff continues to review the ROI of each membership.

• Administration

o All operating expenses are paid through the bed tax revenue and carryover funds. No operating costs will be utilized as part of the City’s $300,000 grant.

o Staff approached its Landlord for a forbearance on the rent, but it was denied. Rent for the Administrative Offices and Visitor Center remains the same for the next two years. The Bureau rents a storage unit for $1,200 annually.

o The organization eliminated all non-essential expenses, but fixed costs remain such as utilities, supplies, maintenance, etc.

Frank Willson made a motion to approve the Budget as presented and changing the Bureau from a fiscal year to a calendar year. Gerrilyn Rozich seconded. All approved.

d. FY21 (Six Months) Meeting Schedule – Scott will email the meeting schedule for the remainder of 2020.

IV. Dublin Hospitality Industry Restart Plan

Scott noted that the current phase of the Hospitality Industry Restart Plan is focused on local and that any decision to begin the promotional plan will be done with the City and other key stakeholder buy-in.

Sara said the Bureau has pivoted from Stay at home to health and safety. We know that we need our visitors and locals to feel confident. So whether they are visiting a restaurants, shop or staying in a hotel, we want them to feel safe in Dublin.

The Good news: Dublin is already known for being a safe and clean city, so we are not starting from square one, we already have a lot of procedures in place that create a clean and safe environment in Dublin. Not creating anything new at CVB, just collecting all the info in one place and letting people know what they can expect the new COVID-19 experience to look like. We feel like it is our role at the CVB to let people know before they visit a restaurant or shop or attraction, what will it look like? What should I know before I go? How if the experience changed? Everything from restaurants you need a reservation at to reserving tickets online. One way we are doing this is through our video series of what to expect.

You will see this health and safety info on everything we do moving forward. At the end of blogs, as a small call to action on our ads. Think Drink Responsibly.

The collaboration has been amazing through all of this. We are working daily with the city, the chamber, bridge park, historic Dublin, the arts council all working towards the same goal (for the first time) of supporting local business and getting Dublin back up and running. I think this is a great first step in future collaborations and working towards a bigger goal. You can expect to see more collaboration as we work through his plan and utilize each groups skill sets. I have been encouraged by the collaboration and I hope to see it continue throughout this process.

Been sharing content around supporting local from the start of the stay at home and are the only people sharing who is open for all of Dublin. (takeout and delivery, retail open, restaurants open) Great for web traffic and long term SEO. Can filter for dine-in, delivery, takeout and outdoor dining.

Webinar -- Last week to give our partners the tools they need to share what they are new experience is like and how they are keeping their guests safe. We can only do so much from the CVB to let people know what individual businesses are doing so we need everyone to be sharing this message of health and safety in Dublin. Look into doing more in the future.

Co-Op- Offering any Dublin hospitality partner free advertising through local media outlets such as 614, Columbus Underground, the Columbus Dispatch. Normally we buy the co-op space and partners can buy into it at a low cost. For this program we are targeting local Central Ohio and offering it free of charge to help our businesses get some awareness of their reopening and anything they may be offering. I would love nothing more than for all the media outlets to be talking about Dublin and what there is to do in Dublin.

Picnic Packs one of many promotions you will see from us to support local business. We know that with limited capacity takeout and delivery will still be vital to the success of our businesses. This promotion will link easy takeout with outdoor dining areas to promote takeout and vibrancy in downtown especially. If you do not feel comfortable dining in yet, here is a perfect option to support Dublin businesses and our safe and clean outdoor areas.

Campaign

Luckily, our original campaign plan that would have launched our regional campaign in April had overall messaging that we are able to tweak the audience and the targeting for this time. Of course, some of the things we normally rely on like the Irish Festival and the Zoo will look a little different with less focus on larger crowds and more focus on open spaces, outdoor activities, etc.

A couple things to keep in mind as we continue planning.

1) The campaign will not run until we know that residents are comfortable with us welcoming people back to Dublin. We want to see that traveler confidence and sentiment is high, that search demand is high, and that we are not spending money to reach people who are not ready to travel. There’s lot of free data out there right now that can help us with all these things.

2) We will only be advertising through mediums that have the ability to be turned on and off. A lot of digital, native advertising, video. Heaven forbid something happens and we see another spike we will want to be able to turn those ads off to 1) save money and 2) make sure we are being sensitive to the situation.

3) If I had a crystal ball, my best guess would be that we will go to the local market in July and expand to in-state from there. Very delicate balance. So, we just want to make sure that the time is right, and we are spending our marketing dollars in the best way possible.

V. Executive Director Report

a. Financial Overview – The organization has done a great job in managing finances during the COVID-19 Crisis. Scott noted that the City of Dublin provided a grant to execute the Dublin Hospitality Industry Restart Plan and that $0 of those dollars will be used for administrative purposes. Scott projected that there will not be a need to access the $200,000 in reserves until January 2021. The Bureau is still awaiting the Economic Injury Disaster Loan from the CARES Act. Those monies were due last month and could be in the range of $100,000 $200,000. Scott also noted that the Bureau has access to a $100,000 Business Line of Credit.

b. Visitor Information Center – The Dublin Visitor Information Center is open and serving customers. The facility is being cleaned daily and sanitizer is offered as well. Scott noted that the traffic through the Visitor Center has been minimal since it opened.

c. The Reimagined Dublin CVB – Scott shared his thoughts on what the organization may look like in the future beyond COVID-19. The goal of the presentation was to provide the Board with key information so that a plan and strategy may be formulated in the next few months. Scott noted that this is a heavy lift for staff during the COVID-19 Crisis but one that is best for the future success of the organization. The following are key short-term elements: The organization’s revenue in the near future will be 50-70% below previous budgets; Tremendous opportunity to re-shape the organization; The Bureau has tremendous support and visibility with key local stakeholders; Have established the Bureau as a great local resource for residents and central Ohio region during this crisis. Scott believes the traditional model for CVBs needs to be thrown out – those that continue to do the same will be left behind

Potential elements that could change for the Bureau include revised metrics, brand, marketing and sales plan and even a name change; engaging non-traditional partners; and enhancing and increasing the current Partnership Program. Scott noted that the private sector will need to step up with funding for future marketing efforts because Bed Tax revenues will be down. A new focus may be on residents with the organization serving at the “Ad Agency” for the City of Dublin. Staff has thrived during this crisis in reaching locals, in fact the Bureau is the top google search for Dublin Restaurants, Shopping, etc. and the top markets that are accessing the Bureau’s website is Columbus, Dublin, Marysville, Hilliard, and Powell.

Scott noted that the organization must ask itself “How can we best serve the City of Dublin?”

Next steps are to discuss further with Executive Committee and create a newly formed committee that will include other Board Members; engage Bill Geist – national travel consultant; predict industry and community reactions; present a proposal to the Board in August; and secure Community Support. The goal would be to launch the new version of the organization on January 1, 2021.

Staff will create a Committee to help create the Reimagination of the CVB. The first meeting will be held in a few weeks.

VI. Roundtable

Dr. Lee provided an update from Dave Cecutti: High School sports conditioning may start June 15th. Anticipating hearing a decision about fall sports around July 1.

Bob Hoying: All restaurants and retail have reopened in Bridge Park. Working with local and state entities to expand outdoor dining/patios and should have something in place mid-June. DORA discussions continue with the City and DCVB. Hotel occupancy at the AC by Marriott was at 50% on June 6th and continues to trend upwards. Anticipate the Springhill Suites to open October 2020. The North Market at Bridge Park should be finished August 2020. There have been some vendors that had to pull out of the project but demand for space continues so replacement tenants should be announced soon. 7th Son Brewery and a yoga studio will join the Bridge Park community. The Dublin (Farmers) Market will open on June 20th and continue through the end of September. Formerly housing 70 vendors, it will be to around 20 to meet with new social distancing/COVID guidelines. G Block will be across from Springhill and be offices. F south of Springhill will be residential. D will need to fill in more prior to these starting. Fieldhouse is on hold.

Heather Ditty: The Memorial Tournament will be the first PGA event for 2020 to allow spectators. A second golf event has also been announced and will take place July 6-12 – without spectators. Heather’s team is working to establish protocols for a safe, enjoyable environment. Events are having to pivot and change in our new environment such as: ForeFest! the patron appreciation party, etc. Fans will be directed to for guidance on what to expect at the event. The Bridge Park Golf Shop will open this week. While we can’t tell private homeowners what they can do, we will be limiting access points to the course as part of the new protocol plan. Look for Hospitality venues to echo the restaurant guidelines that are already in place with reduced capacity, worker health safeguards, etc.

All: Happy Birthday Heather!

Doug Baker: Dublin City Schools completed their first “Drive-thru” graduation ceremonies. Each one took between 4-6 hours to complete but were well received by the community. Focus is now on the fall semester with two committees: Team Return and Team Remote. Survey for parents has gone out and most responded that they prefer in-person learning. Anticipate a decision on what the fall semester will be around July.

David Lee: Healthcare systems have reopened as in Ohio Region 4 we did not have problems with overcapacity. The COVID infections seemed to peak on May 8th and since the gradual reopening of restaurants, retail, etc. – hospitalizations/ventilator patients have been decreasing. The summer season in Ohio with increased outdoor temperature, more fresh air in interiors should not have a spike in patients. The healthcare community is monitoring countries in the Southern Hemisphere to see if there is a resurgence there. While antibody testing is becoming more readily available, data to confirm a positive/negative result and its’ future immunity to COVID is inconclusive. Research continues for a vaccine.

• Board of Trustees Meeting – Monday, August 12, Noon, Webex

“People in our places, feet on our streets, heads in beds”

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