Rutherford County

Tourism Development Authority

Board Report – December 5th 2019

Woodrow Jones Building, Rutherfordton NC

TDA Board AgendaDecember 5th 2019, 12:00 Noon

Woodrow Jones Building, Rutherfordton NC• Call to Order

• Welcome New Board Members

• Public Comments

• Additions/Deletions to Current Agenda

• Prior Minutes Approval

• Audit

• Finance Report

• Executive Director Report

• Welcome Center Updates

• Marketing Report

• Contract

• Strategic Plan Update

• Resolution

• Contract

• Committee Updates

- Marketing

- Agritourism

- Finance

- Grant

- Retire NC

- Keep Rutherford County Beautiful

- TAF

• Contract

- Tourism Strategic Plan

- Executive

• Announcements

• Adjourn

TDA Board Members

Executive Committee

Board Chair: Willard Whitson

1st Vice: Dave Long

2nd Vice: Richard Lundy

Other Members

Jim Masek (Secretary)

Jeff Geisler (Treasurer)

Kitty McCammon

Mary Jaeger-Gale

Brandon Higgins

Janet Mason

Rocky Gaurrielo

David Hislop

Ex-Officios

Eddie Holland

Paula Roach

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Prior TDA Board Meeting Notes 10/17/19

To Be Approved 12/5/19

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Call to Order: 12:06 p.m.

Members Present: Mary Jaeger-Gale, Jim Masek, Richard Lundy, Willard Whitson, Dave Long, Brandon Higgins, Kitty McCammon, Janet Mason, Rocky Guarriello and David Hislop

Members Absent: Jeff Geisler

Ex-Officos Present: Eddie Holland and Paula Roach

Others Present: Don Cason, Taylor Hardin, and Emily Ostertag

New Board Members Welcomed: Janet Mason (Forest City Town Manager), Rocky Guarriello (Owner of Ultimate Textile, Inc.) and David Hislop (Farmers Market Manager)

Public Comments: ------

Agenda (changes if necessary): ---Approval: 1st: Jim Masek

2nd: Brandon HigginsMotion Passed.

Prior Meeting Minutes (changes if necessary): ---Approval: 1st: Mary Jaeger-Gale

2nd: Janet MasonMotion Passed.

Finance Report: - Occupancy tax receipts continue to grow and be ahead of schedule

• $90,000 over plan and $50,000 over last year• VRBO/Homeaway is going to be collecting and submitting

occupancy tax on behalf of the owner (as of October 1st 2019)

Finance Report Cont’d: - Highlights RFF:

• Increase of roughly over $100,000 from the over plan amount• Salary, wages, part-time increased hours• Marketing and Advertising is on plan, but the committee will be assessing

this line item’s budget due to the increase• Administrative and Operations – hired janitorial service for Welcome Center• Budgeted for a new copier, but will be maintaining the current copier with a

contract through Duffie’s• Project and Programs – Wayfinding budget has been adjusted because of a

reduction in signs (money saved)• Promotional Events – delay the Group Sales Program into next year• Summary: every line item is on plan with several increases and reductions

accounted for• Increase in fund balance of over $200,000• Fund Balance is for the Tourism Plan and other special projects

Motion to approve Financial Report:Approval: 1st: Janet Mason

2nd: Richard LundyMotion Passed.

Executive Director Report:- Attended the Visit NC Media Mission- Attended NCTIA Tourism Conference- Attended the Hickory Nut Gorge Leadership Committee- Tourism Asset Committee has an update meeting- The TDA sponsored and played in the RHI Legacy Golf Tournament- The TDA hosted two Coffee Talks (in Lake Lure and Rutherfordton). - The TDA participated in the KRCB County-Wide Litter Sweep- Attended the monthly Farmers Breakfast

with the State Agri-Tourism Director- Attended the Outdoor Economy Conference

in Asheville, with Destination by Design as a guest speaker

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Prior TDA Board Meeting Notes 10/17/19

To Be Approved Cont’d 12/5/19

Welcome Center Update:- September’s Visitor Traffic was way up compared to last year because of

the Dirty Dancing Festival date being moved- Natalie Bell is the new Information Specialist at the Welcome Center

Marketing Update: - Lake Lure was the winner of Carolina Country’s Best Lake in the State- Upstate Lake Living had a three-page article from the Battle of the Smokies

Golf Tournament- Smokey Mountain Living had a four-page article on the County- Our State Magazine ad- There are 5 blogs in approval process- Work has started on the 2020 Travel Guide

The Agency Report:- Top social media posts- Media and influencer engagement- Final numbers from the Dirty Dancing Festival

Social Media Contest: 166,000 impressions and - 500 total entries to dirty dancing staycation

- Paid social media doing well- Website Analytics: New user engagement – 30,000- Top cities are still Charlotte, Raleigh and Asheville- SEO Statistics from Simple View- Google pay-per-clicks- Commercial placements and where they were broadcast in

August and September

Committee Updates:

Agri-Tourism:

- Idea to reach outside of our board for potential new

committee members

- Talked about farm tours, and future involvement

- Discussed future of committee

Retire NC:

- Retire NC is a state-wide program that we are investigating and

looking into

- The TDA will be partnering with the towns, hospitals, realtors, etc.

to try to recruit retirees to Rutherford County

- The State has a lot of communities that are part of this program

Keep Rutherford County Beautiful:

- The 2019 Trash Bowl and Fall Litter Sweep were a success. Thomas

Jefferson was the winner of the trash bowl.

- The budget is about $30,000

- Rutherford County is picking up more trash than any other county

in the region

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Prior TDA Board Meeting Notes 10/17/19

To Be Approved Cont’d 12/5/19

Committee Updates Cont’d:

TAF:

- In process of finalizing the contract between TAF and the TDA

Tourism Strategic Plan:

- Update from iHeart Media, potential partner for the

Tourism Strategic Plan

- These partnerships will be going public in the near future once details have

been finalized

- Destination by Design gave an update on the Capital Campaign and

Product Development

- Spindale, Forest City, Rutherfordton and Chimney Rock all have projects

that will break ground next year

- The towns are continuing to match TDA money for these projects

Executive:

- Updates from the website, marketing, staff, contracts, agendas, etc. are discussed

a week prior to the board meeting

Announcements:

- A retaining wall project at Chimney Rock State Park is about to be underway

- KidSenses received a $55,000 grant from the Timken Company

Motion to Enter Closed Session (G.S 143-318.11 – Attorney Client

Privilege)

Approval: 1st: Dave Long

2nd: Brandon Higgins

Motion Passed.

Motion to End Closed Session (G.S 143-318.11 – Attorney Client Privilege)

Approval: 1st: Richard Lundy

2nd: Jim Masek

Motion Passed.

No action taken

Motion to resume regular session

Approval: 1st: Mary Jaeger-Gale

2nd: Kitty McCammon

Motion Passed

Meeting Adjourned: 1:43 p.m.

Financial Report: By the NumbersOccupancy GrowthThe following spreadsheet shows the growth of occupancy tax collections for Rutherford County

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Month Collected

For Month

Of FY 06-07 FY 07-08 FY 08-09 FY 09-10 FY 10-11 FY 11-12 FY 12-13 FY 13-14 FY 14-15 FY 15-16 FY 16-17 FY 17-18 FY 18-19 FY 19-20

% of Year's Projected

Collections 18-19

% Growth last 12 mos

JULY JUNE 70,098 75,455 71,407 58,682 62,021 72,516 77,798 73,796 82,110 97,127 107,717 114,682 167,366 183,504 16% 9.64%

AUG JULY 99,586 101,420 96,055 88,743 99,712 115,068 105,814 106,739 116,455 138,516 160,862 165,514 216,671 229,440 20% 5.89%

SEPT AUG 69,790 86,186 85,967 66,194 74,964 79,463 87,210 87,642 101,880 111,133 116,960 122,892 186,457 186,424 16% -0.02%

OCT SEPT 46,361 52,675 40,435 44,737 50,817 54,132 53,022 53,118 58,060 69,238 86,691 101,963 254,283 148,038 13% -41.78%

NOV OCT 54,620 58,982 55,593 55,065 57,927 57,994 63,864 65,408 79,834 89,055 103,461 106,078 154,547 0%

DEC NOV 37,091 35,914 30,330 28,571 33,724 35,610 35,033 36,190 45,775 49,564 46,388 65,072 99,348 0%

JAN DEC 25,203 25,830 19,389 20,358 22,369 25,218 25,653 26,741 34,536 39,067 45,707 52,454 77,314 0%

FEB JAN 18,058 16,414 15,467 15,266 16,422 14,874 18,452 19,026 23,188 29,752 30,507 49,465 61,815 0%

MAR FEB 19,253 18,324 15,957 17,589 19,141 20,575 20,501 20,220 24,252 29,237 30,266 53,714 64,861 0%

APR MAR 28,762 26,357 21,953 22,681 25,130 30,169 30,921 32,183 35,871 49,376 46,777 78,947 91,515 0%

MAY APR 40,309 32,826 27,998 33,447 39,684 36,830 38,107 40,384 48,291 55,237 63,958 94,949 102,871 0%

JUN MAY 48,875 47,522 39,242 39,641 50,339 72,560 72,001 65,651 65,024 73,303 78,146 113,790 131,325 0%

Total for year 558,006 577,905 519,793 490,974 552,250 615,009 628,376 627,098 715,276 830,605 917,440 1,119,520 1,608,373 747,406 63.71% -9.38%

Budget for year

- - - - - -

584,218 591,018 568,000 683,000 853,000 1,000,000 1,400,000 1,354,285Of Projected Collections

Average Growth

Financial Report: By the NumbersOccupancy Growth: Reflection on October YTD

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• October Payment ($106,245) less than prior year or 41.78% (WEG impact)

•1st 4 month of Actual down ($77,371) from Last Year Actual or (9.38%) (WEG Impact)

• October Payment $30,156 over plan or 25.58%

•1st 4 month of Actual up $162,694 over Plan or 27.82%

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Executive Director ReportActivity Summary

• Board Member Orientation

• Met with Channel 7 for the TBRT Kick-Off

• Met with Rumbling Bald Resort Board of Directors – Update on Tourism Plan

• Met with potential funding partners

• Met with potential lobbyist Rutherford County grants from State Legislature

• Met with the County Tourism Steering Committee

• Presented Tourism Master Plan update to CRCDA

• Attended the County Department Head Quarterly Meeting

• Participated in the Rutherford County Chamber Fall Golf Tournament

• Attended Hickory Nut Gorge Chamber ReCharge in Lake Lure

• Presented Tourism Plan Update to Chimney Rock Town Council

• Met with County Planner and concerned citizen regarding County History

• Attended TDA Committee Meetings

• Attended the TDA / TAF Contract Meeting

• Met with potential Tourism Plan Stakeholders

• Met with TDA Auditors regarding STR System

• Attended TJCA Ribbon Cutting Ceremony

• Attended the AARC Conference

• Met with potential Tourism Plan partner

• Attended Lake Lure Town Council Meeting

• Attended the County Farm City Tour

• Attended the County Food Network Meeting

• Met with Lake Lure Town Manager (Project Status)

• Attended NCTTC Annual Board Retreat

• Attended Quarterly Mayor Meeting

• Attended the Chimney Rock CDA Meeting – Updated CR on Tourism Plan

• Attended Blue Monkey Coffee Ribbon Cutting

• Attended Chief District Judge Swearing-In Ceremony

2019-2020 Priority Projects

1. Promote Tourism Master Plan Success and

Collaboration

2. Tourism Plan Implementation and Funding

3. Maximize Tourism Occupancy Tax Receipts

4. Continue to Grow and Develop Relationships

with County, Town, State Representatives,

and Stakeholders

5. Implement TDA Marketing Plan

6. Hospitality Program for Rutherford County

7. Implement Trails and Itinerary Program

8. Grow Community Program / Events

9. Retire NC

10.County-Wide Wayfinding Monitoring

Program

11.Research and Develop Rutherford County

Agri-Tourism Program

12.Enhance and Develop Welcome Center

Presence in Lake Lure and Rutherfordton

13.Rutherford County – Keep Rutherford

County Beautiful

14.Provide TDA Staff with Education

Opportunities

15.Strive to Develop RCTDA to be one of the

Leading Rural Tourism Development

Organizations in the

State of North Carolina

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Executive Director Report DetailActivity Summary

– Rumbling Bald ResortTake-away: Met with the Rumbling Bald Resort Board of Directors. Provided the Board with a history and status of the RCTDA Tourism Plan. The Board was engaged and appreciative of the work being done on the plan.

– Channel 7 TBRTTake-away: RHI Legacy was coordinating the promotion and kick-off of the TBRT Ceremony. The TDA participated in a TV interview segment with Channel 7 out of Spartanburg. The TDA also hosted a booth along the trail plus provided social media activity. The TBRT is a tremendous asset to Rutherford County.

– TJCA Ribbon CuttingTake-away: TJCA had their official ground breaking ceremony. There were a number of local, state and federal representatives at this special event. The schools building enhancements will be a tremendous asset to our county.

– County Department Head Quarterly MeetingTake-away: Great opportunity for Department Heads to gain information about the county and what is going on in each of the County Departments. This particular meeting was centered around team building. The program this month was presented by Thad Harrill at ICC. Great program by ICC.

– AARC Conference – American Association of Retirement Communities Take-away: The AARC held a conference that focused on communities that recruit retirees to their community to live, work and play. The Retire NC was a participant and sponsor of this conference. The RCTDA attended to gain information and to support Retire NC. Over 10,000 baby boomers are retiring daily and they bring in tourism and economic development when they visit and move to a community.

- Lake Lure Town CouncilTake Away: The TDA continues to be a part and work with the elected officials and citizens of Lake Lure. The council received an update on the current infrastructure needs of Lake Lure. The town continues to partner and work together in developing solutions to their needs and developing a positive impact on citizens and tourism.

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Executive Director Report DetailActivity Summary

–County Farm City TourTake away: The TDA attended the Farm City Tour. The program presented a presentation by Aaron Bradley of Bradley Farmswhich was very educational about the farm and how the operation is ran. A number of Amish Community Leaders presented their

farms, history and products. The Amish community was very informative and is very much a part of Rutherford County.Fagan’s Farm of Ellenboro provided lunch. The entire program was a great opportunity to learn about the Agri-Business in Rutherford County.

– NCTTC Annual Board RetreatTake-away: The North Carolina Travel and Tourism Coalition holds Quarterly Board Meetings with the meeting in November representing the Annual Board Retreat. The Coalition protects and monitors all the Legislative issues and bills that impact tourism. The board meeting presented updates and information from Visit NC. Plus, provided updates from Legislation regarding budget, occupancy tax, meal taxes, school calendar, gaming/sports, regulatory issues, and short-term rentals. The RCTDA continues to attend and be a part of this organization so we can be informed and build relationships for the future.

– Attended the Mayor / Manager Quarterly MeetingTake-away: The TDA was invited to attend this Quarterly Meeting to brainstorm with Field Representatives of Senator Richard Burr, Senator Tillis, and Congressman McHenry. This meeting provided the TDA with an opportunity to collaborate with the Town Mayors and Managers, plus provide the representatives with information on the Tourism Plan. The highest priority discussion is the future designation of 74 as interstate. This would be a big asset for our future recruitment of business and industry to Rutherford County.

Welcome Center UpdatesWelcome Center Traffic and Online Visitor Traffic

This graph shows the number of visitors in The Welcome Center in Lake Lure during the month of October

(blue is 2019 numbers; grey is 2018 numbers)

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FY 19-20 FY 18-19 FY 17-18

June 7,581 5,161 7,968

July 9,253 8,159 8,621

Aug. 7,262 7,769 7,551

Sept. 7,840 5,838 6,315

Oct. 6,329 6 ,411 6,452

Nov. 3,687 3,188

Dec. 1,353 1,087

Jan. 1,553 856

Feb. 2,005 1,209

Mar. 3,638 2,678

Apr. 5,514 4,540

May 6,505 5,146

Visitor Traffic

Travel Guides

The number of guide orders mailed from The Welcome Center or ordered from the TDA

website. (Does not include the high volume of guides given out at the Welcome Center)

Guides Mailed:

- Individual: 82 - Cases Mailed: 15

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Welcome Center UpdatesSurvey Results

WELCOME CENTER SURVEY RESULTS

# of participants= 18

October 2019

City/State/Country

Edwardsville IL

Seattle WA

Kings Mountain NC

Chapel Hill NC

Wilmington NC

New Zealand

Kings Mountain NC

Gwinnett County GA

Wilmington NC

Statesville NC

Lenoir NC

Tulsa OK

Union Station NC

Spartanburg SC

Gainesville FL

Selma AL

Stafford VA

How did you hear about Rutherford County?

Word of Mouth 10

Digital Ad

Magazine or other publication 1

Social Media

Blog

Other* 7

*Return Visits*Church Group*Always Knew*Travel Group*Wedding in Area*Air B&B*Friend

IN WHICH ACTIVITIES DID YOU PARTICIPATE

Sightseeing 16

Meeting/Convention 1

Events/Fairs/Festivals 2

Historic Sites/Museums/Galleries 5

Hiking/Walking/Biking 8

Shopping 7

Boating 2

Wildlife Watching 2

Lake/River Activities 5

Sporting Event

Flowering Bridge 5

State Park 5

Golfing 1

Scenic Drives 10

Bouldering 1

Dining 6

Other* 1

*Relax

HOW MANY DAYS DID YOU SPEND IN THE AREA?

1 Day 6

2 Days 2

3 days 2

4 days

5 days 1

6 days 3

7 days

8 days

10 or more

an hour or so

Other: 20 days

WHICH OF THESE TOWNS DID/WILL YOU VISIT?

Lake Lure 17

Chimney Rock Village 16

Rutherfordton 2

Forest City

Spindale

Bostic

Ruth

Ellenboro

COMMENTS/SUGGESTIONS ABOUT THE AREA

This is my favorite place to vacation!!! Would love to live here!

Beautiful Area! Friendly People!

Thanks!

The Welcome Center Tourism Ambassador, Natalie was excellent.

Beautiful-But you know that

Ad Placements and Media Mentions:- Only In Your State- Carolina Country

Cycle NC

Travel Guide- First draft in the works- Ads still available

DIR Tourism Marketing Conference - November 18-19

Internal Marketing Updates

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DIY Tourism Marketing Conference

TDA Everywhere!

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TJ Mascot with Trash Bowl Trophy

TDA Everywhere!

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Aaron Bradley – Bradley Farms presenting at Farm City Tour

Current Residents performing at the BRMH Meeting

David Hislop Presenting at Farm City Tour

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Committee ReportsAgri-Tourism Committee Report

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Committee MembersKitty McCammon

Brandon Higgins

David Hislop

Staff Member Contact: Taylor Hardin

Committee: Agri-Tourism Date: November 15th Time: 09:00 am Location: Woodrow Jones Building

Members Present: Kitty McCammon and David Hislop

Others Present: Taylor Hardin and Don Cason

Topics Discussed/Brief Overview:

- Determined TDA form a Agri-Tourism Committee that consist of Community Leaders – began putting list together. Scheduled

full meeting for this group. (February initial committee meeting)

- Discussed Farm City Tour and Food Network meeting that TDA Attended, Local Restaurant / Local Foods, Farmers Market

Promotion

- Discussed program of work (January 6th meeting to develop program of work)

- NC Agri-Tourism Conference in February (David Hislop & staff member to attend)

Next meeting – January 6th at 2pm

External member meeting – February 13th at 9am

Committee ReportsMarketing Committee Report

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Committee Members

Jim Masek

Kitty McCammon

Mary Jaeger-Gale

Richard Lundy

Staff Member Contact: Taylor Hardin

Committee: Marketing Date: 10/31/19 Time: 11:00am Location: Woodrow Jones Building

Members Present: Jim Masek, Kitty McCammon, Mary Jaeger-Gale, Richard Lundy

Others Present: Don Cason, Taylor Hardin, The Agency

Topics Discussed/Brief Overview:

Agency Presentation

- Overview of 2019

- Budget

- 2020 Contract

- 2020 Marketing Plan

Look to gather data from local businesses regarding zip codes to expand market research for advertisements

Next Meeting: December 11th at 11am

Committee ReportsFinance Committee Report

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Committee Members

Mary Jaeger-Gale

Jeff Geisler

Janet Mason

Staff Member Contact: Taylor Hardin

Committee: Finance Date: 11/22/19 Time: 2:00 pm Location: Rutherford County

Annex

Members Present: Jeff Geisler, Mary Jaeger-Gale (phone)

Others Present: Don Cason, Taylor Hardin, Paula Roach

Topics Discussed/Brief Overview:

- November RFF Review

- Budget Increases

- STR Update – Determine to continue STR Program

- Audit

- 2020-2021 Budget Timeline

Committee ReportsRetire NC Committee Report

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Committee MembersJim Masek

Jeff Geisler

Staff Member Contact: Karen Tegen

Committee: Retire NC Date: 11/14 Time: 1:00 pm Location: Woodrow Jones

Members Present: Jeff Geisler and Jim Masek

Others Present: Don Cason

Topics Discussed/Brief Overview:

• Reviewed Retire NC Program

• Evaluated Pro’s and Con’s to Program

• Determined to host an Information Session for Community Leaders

• Town Managers, Mayors, Real-estate, College, Hospital, etc.

• Invited State Retire NC Director, Andre Nabors to speak to Community Leaders

• Community Leaders, County & Towns to determine Rutherford County to participate

Committee ReportsKeep Rutherford County Beautiful Committee Report

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Committee Members Brandon Higgins

Janet Mason

Rocky Guarriello

Staff Member Contact: Karen Tegen

Committee: Keep Rutherford County Beautiful Date: 11/14/19 Time: 2:00 pm Location: Woodrow Jones

Members Present: Walker Harrison, Scott Webber, Chris Guffey, Clark Poole, Jordan Chapman, James Kilgo, George and Marian, Jenna

Bailey, and Dylan Henderson

Others Present: Taylor Hardin, Emily Ostertag, and Don CasonAbsent: Karen Tegen

• Litter Committee:Trash Bowl

- 6,300 lbs – 3 tons: 2/3 from trash bowl- TJ won – over 1 ton – 2,300+ lbs- Night Owl Iron Works / Tri-City Lazer – Trophy- Ballet Boxes – Board of Elections

Litter Sweep- Over 100 participants- Spring Litter Sweep – April 17th thought 26th

- Supplies Pick-Up on the 16th

- Supplies Drop-Off on the 27th

• Administrative Committee: - Janet Mason & Rocky Guarriello – New Members from TDA Board- Delay Camera Install on or before Dec. 20th

Next Full Meeting – January 23rd at 2:00 pm

Topics Discussed/Brief Overview:

Committee ReportsTourism Strategic Plan Committee Report

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Committee Members

Willard Whitson

Dave Long

Richard Lundy

Jeff Geisler

Kitty McCammon

Staff Member Contact: Don Cason

Committee: Tourism Strategic Plan Date: 11/15 Time: 11:30am Location: Woodrow Jones Building

Members Present: Willard Whitson, Jeff Geisler, Dave Long and Kitty McCammon

Others Present: Don Cason, Taylor Hardin and Emily Ostertag

Topics Discussed/Brief Overview:

• Reviewed iHeart Media Presentation

• Reviewed / Evaluated DbD Contract

• Presentation from Allieway Marketing – PR & Marketing for Funding Campaign

• Committee asked staff to evaluate additional opportunities and pricing

Date, Time, and Location of next meeting: Tuesday, December 3rd

Committee ReportsExecutive Committee Report

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Committee Members

Willard Whitson

Dave Long

Richard Lundy

Staff Member Contact: Don Cason

Committee: Executive Date: 10/9/19 Time: 3:00 pm Location: Woodrow Jones

Members Present: Dave Long, Richard Lundy, Willard Whitson

Others Present: Don Cason

Topics Discussed/Brief Overview:

• Reviewed ACSM project timeline (Dec. – Jan.)

• Discussed / Update on Website and The Agency

• Discussed Marketing Program – Agency Contract

• Reviewed TDA Staff Responsibilities and Successes

• Presented overview of the Tourism Asset Plan Status

• Discussed status of TAF Contract (TDA Committee reviewing contract)

• Summarized Committee Reports

• Approved TDA Board Agenda for Dec. 5th

• Reviewed TDA November RFF

Date, Time, and Location of next meeting:

Rutherford County TDA Staff

Executive Director: Don Cason

Marketing and Administrative Coordinator: Taylor Hardin

Administrative Assistant: Emily Ostertag

Welcome Center Manager/Project Manager: Karen Tegen

Information Specialist: Kayley Hargett

Information Specialist: Natalie Bell

Contact Us:

tourisminfo@rutherfordcountync.gov

Main Line at TDA Office: 828-287-6013

Rutherford County Tourism Website

www.VisitNCSmallTowns.com

Rutherford County TDA Website

www.rutherfordcountync.gov/tourism

developmentauthority

Rutherford County TDA Tourism

Master Plan Website

www.rutherfordbound.com

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