VisitRainier Board Minutes: July 2008

Packwood - White Pass Country Historical Society Mtg Room
Attendance: Jeremy Foust, PC Dickinson, Pam Newlun, Ellie Worsham, Maree Lerchen, Dee Patterson, Steven Cadematori, Carol Zahorsky and Mary Kay Nelson. Andrea was excused.

The meeting was called to order at 10:10am by President Jeremy Foust. Dee moved and Pam seconded to approve the minutes from the last meeting on May 21, 2008. Motion carried.

The June Financial Report was distributed and discussed. The board asked what website funds remain to be invoiced, and what the remaining dollars will be for advertising for the remainder of 2008. Mary Kay will present a status report at the October retreat to help the board create the 2009 budget. The board asked Mary Kay to check on when Morton, White Pass Village Inn and Mill Village Inn have their annual payment due. Invoices need to be sent out. Financial report was accepted.

Audit status report- At this time there is no new information about the Pierce County Audit requirement. We will inquire about it again in October to allow time to get it done by January 1st.

Mary Kay presented a written executive director report on the following items for discussion:

NEW BUSINESS:

Carol Zahorsky PR report - Carol led the discussion by asking for feedback from the board regarding the two major PR successes that occurred since the May Fam Tour at Paradise Inn. She explained that getting our story printed in USA Today is one of the biggest successes in her time with Visit Rainier. The Seattle Times article, which went into the Associated Press, likely helped achieve the placement. She announced that we will be getting an additional story in Seattle Metropolitan and some other publications. Due to the amount spent on the Fam Tour, (it generated many more $$ value than was spent) our budget has only enough left to get us through September. Carol asked the board for direction on their priorities in order for her to know how to proceed. The board noted that they do not want to stop proactive PR marketing, but yet wanted to be sure to have enough money to cover upcoming media visits. They asked Carol and Mk to work together to be sure there will be enough to cover the highest priority items including press releases and media visits.

Election of board member/officer for remainder of 2008. The nominating Committee headed by Dee Patterson, nominated Steven Cadematori for the open position on the board. The nomination was seconded by Ellie. The board unanimously approved Steven as a new board member serving a two year term, July 08 through December 2010. The position of Secretary- Treasurer was open to fill the remaining position from July 2008 until Jan 2009. Dee offered to serve in this capacity until the January Annual Meeting. Maree moved and Jeremy seconded. The board unanimously approved the nomination. PC expressed interest in serving as Secretary-Treasurer during the future term.

Regional updates- What's New in your area?
Dee mentioned that he has rooms available this summer. They are hosting several special events to help drive overnight stays. An event dinner- Rock n Roll Party is being held, as is Disc Golf, hiking, wildflower displays, and horseback riding. (Carol asked Dee to send her a press release on the Rock n Roll Party.)
Steven announced the Silver Creek Guard station Visitor Center is now open. The delay in getting roads open has hurt business. Alta Crystal has hired a General Manager, Lisa Axedale-Carter.
PC noted that she is working on a new marketing campaign. She wants to see more emphasis on the White River/Sunrise Side on our website. Maree reported that the White Pass Scenic Byway has new rack cards and the tear off sheet map with itineraries will be available in August. 7 interpretive panels are being erected along the byway in major communities. ( Carol said this is a good photo op when the first panel is put up). The road to Windy Ridge is still closed.
Ellie said the Byway Extension group is still working with the state on the Morton to Enumclaw route. It will not be ready for the 2009 legislature, so they are targeting 2010.
Pam noted that there is lots of snow, not much parking, and the shuttle isn't being very widely used. The Paradise Valley Road is now open, so all roads in the park are now accessible.
Jeremy reported that Ashford area businesses are reporting shorter stays, but the festivals are helping bring people there. The Mt. Festival is Sept 13 and the Art Festival is Oct 3-4. "Destination Weddings" is good providing good business this year. Jeremy also reported that the Visitor Center is experiencing more Visit Rainier phone calls and the clients seem more educated about what they are needing. The shuttle system has not been well used. He noted the park service has done a mediocre job in marketing the shuttle and meeting the needs of the traveler.

Budget
The board discussed modifications for the 2009 Budget and Marketing priorities due to the decrease in Pierce County funding. It was noted that Pierce County LTAC committee was not interested in having Visit Rainier expand the service area, but would like to see VR show more variety in the funding sources. Some members are most interested in product development, facilities and events. According to others VR should look for other funding sources, such as grants and pay to play activities. If we expand to Enumclaw or Eatonville, they will be expected to pay their own way. We can not continue to carry their information without an investment from them. The board asked if the website could generate dollars and if sponsorships are possible.

Some topics to be discussed at a budget workshop at the annual board retreat in October include:

• Video for all lodging establishments (recommend small fee to play) possible grant option.
• New marketing creative for print ads (what is cost to do this- MK to contact DSI)
• WSVG (WSHLA) vs WSTP (WST)- the board decided unanimously to support the Washington State Travel Planner for 2009.
• DiscoverAmerica.com (wait till it is more well known) and DiscoverAmerica Guide
• AAA Tour Book
• Focusing on local market publications - ie "Road to Rainier," TRCVB etc... as a cost savings option
• Public Relations...VR is building recognition as the "go to" place for the media and travel writers who may not get what they need from NPS. The board does not appear to want to decrease this strategy option.
• Administration - Board feels this is important to continue a stable program.
• Print vs.online marketing ( built in search engine optimization not banner ads)
• Digital Display boards - on board (6) and in terminal (7) 9sec-$ $25 each ($5,100)

Mary Kay will prepare a report on marketing options with associated cost and distribution/circulation info and make available before the October retreat. She asked the board to review and come to the retreat prepared to discuss budget options. Jeremy noted that it will be important to review the mission statement for Visit Rainier and to revisit our current goals and objectives. He suggested that the board discuss where we have been and where we want to be in the future. What is the highest priority and return on investment for the dollars spent. Compare advertising vs. website vs. public relations. It was mentioned that the VR website is the machine that runs the program but the question is what feeds the machine? Website content is important. It was noted that the Visit Rainier model has shifted since its inception. Some did not want to diversify to the extent that we are ineffective in our marketing. The product we provide is information and resources. The website is a major component and the social media is the cutting edge to drive traffic to the website and thus to Mt. Rainier. One possibility is to have more staff creating programs and research to implement on the website. It might be important to have staff in the field two - three days a week.

Next Meetings: October 15 - Board Retreat TBA (Carrie Sunstrom Scenic Byway and Michelle Campbell, WST have asked to speak to the board about their programs and how we can work together with them)
December 10 - TBA
PC made a motion to adjourn the meeting, Maree seconded. Motion carried. Meeting adjourned at 2:30 pm.