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2015-309-Minutes for Meeting May 28,2015 Recorded 6/30/2015 DESCHUTES COUNTY CLERK yy i���� ��+ NANCY COMMISSIONERS' JOURNAL 06/30/2015 08;28;05 AM I1IfIIlIIlIlIIlIlIlIII II III 2 1 -3 9 Do not remove this page from original document. Deschutes Count y Clerk Certificate Page 0,„8 r`N to- AIL a 01-,Es, r *1- 0111 4,1001p„ ee Deschutes County Board of Commissioners 1300 NW Wall St., Suite 200, Bend, OR 97701-1960 (541) 388-6570- Fax (541) 385-3202 -www.dcschutes.org MINUTES OF BUDGET MEETING — COVA & RECAP DESCHUTES COUNTY BOARD OF COMMISSIONERS THURSDAY, MAY 28, 2015 Allen Room, Deschutes Services Building Present were Commissioners Anthony DeBone, Alan Unger and Tammy Baney. Also present were Tom Anderson, County Administrator; Erik Kropp, Deputy County Administrator; Mike Maier, Clay Higuchi and Bruce Barrett, Budget Committee; Wayne Lowry and Loni Burk, Finance; Dan Despotopulos, Fair & Expo; and from the Central Oregon Visitors'Association: Alana Hughson, Scott Huntsman of Black Butte Ranch, Tom O'Shea of Sunriver, and Penny Bennington of Bennington Properties of Sunriver. Meeting minutes were taken by Bonnie Baker. Chair Bruce Barrett opened the meeting at 3:55 p.m. Alana Hughson said the entire strategic plan is available to review. She then did a PowerPoint presentation detailing COVA's goals. For FY 2014-15 to date, at 3.8 million overnight visitors, they have a larger overnight stay share than any other location in the state. The County probably outpaces the cities in this, based on revenue. There are more units available in the cities, but the rural units are generally more expenses and stays are longer. It is hard to figure out how vacation homes fit into this. They are in the third year of growth and are optimistic for the future. The budget for FY 2015-16 is at $2,31 3,831. Most resources go into marketing and advertising efforts. They will use a marketing firm for advertising development, with staff carrying on from there. COVA also acts as a conduit for local sales, in particular golfing. Minutes of Budget Meeting—COVA Thursday, May 28, 2015 Page 1 of 6 They continue to focus on other markets, most recently in San Francisco, with preliminary results being very favorable. This has been a sound investment and will continue. They message throughout the Pacific Northwest and are also now focusing on southern California. This means supporting the nonstop flights there. Efforts will include traditional marketing and digital marketing, and they brought in broadcast television. They have generated more than $3.8 million in public relations, and have made this more efficient through a new software system. Social media has been elevated and growth has been in the triple digits. Event development is significant for growth. They can push large-scale events into the shoulder seasons, including baseball and other activities. A regional sports commission is being considered to develop this more, to involve more sports events coordinators. Visit Bend has asked that this ra ram which they g � Y originated, be expanded regionally. The `big idea' concept looks at innovative programming in regard to sports teams and other large groups, and their corporate sponsors. This generated a spike in inquiries. The new visitor information center in Sunriver is open and it has great potential. Within seven days, they welcomed over 1,400 visitors and expect the same all summer. The space has been outfitted in an appealing way. Mr. Despotopulos said a saddle would be placed there as well, with literature displayed in it. Program goals include double-digit increases. The new website platform is performing much better than the previous system. They are consistently doing e- newsletters and regional partners participate in this effort. They message twice a month and the message open rate is higher than the industry standard. Public relations goals are to bring in more contacts to give them a taste of what the area has to offer through familiarization trips, so they can spread the word. Travel Oregon has recognized that this requires a lot of work and will assist with further funding. They measure success in various ways including total reach, tourism research, website analytics, the visitor information center, industry leadership and fiscal accountability. She will be involved with the Tourism Council as chair next year. Minutes of Budget Meeting—COVA Thursday, May 28, 2015 Page 2 of 6 She said COVA membership and leaders have not always worked well together, but this has changed and there is a positive outlook. Commissioner Baney asked how they are able to determine natural growth from what has been generated through COVA. Ms. Hughson said they can track some through the website, but they also use partners to determine who goes through the COVA portal. This is why they use a variety of measurement tools. The partners are marketing the region and work together, trying not to duplicate efforts. Everyone benefits when this happens. Mr. O'Shea indicated that corporate spending is up. In 2010, they lost money in this regard, bringing in fewer people. This is now back to the 2006 level. Leisure levels are about 10% higher than they were in 2006. The rates are still lower but the volume is up. Most companies are still very conscious of what they are spending. Commissioner Unger asked about the room tax component for the future. Mr. O'Shea feels they will be much smarter with this recovery, with less speculation. The biggest challenges are housing and labor. He is at 75% staffing now and they are bringing in people from overseas. Ms. Bennington thinks this summer will be a challenge. They provide housing for 88 staff in the area. Mr. Huntsman stated. they run shuttles from Redmond and Madras and recruit from colleges. Mr. O'Shea added that they are focusing on the developed markets but increasing their reach into other markets. The idea is to diversify. They also have a cohesive board and a good relationship with Visit Bend. They can leverage the strengths of each. Mr. Higuchi is disappointed at how little corporations want to spend to reward their employees with trips like this. Mr. O'Shea said that returning customers want to see something new and different when they revisit. Some are not price-sensitive but are concerned more about quality and diversity. The COVA group left the meeting at this time. Mr. Anderson asked if the Committee wanted to discuss or clarify any of the budgets. It was decided they wanted to hear more specifics on Solid Waste's proposal for expanded hours and days. Minutes of Budget Meeting—COVA Thursday, May 28, 2015 Page 3 of 6 Regarding Health, they wanted more information on the additional personnel requested by section. Commissioner Baney said she is having a hard time understanding how some of them are funded. Mr. Kropp stated that some positions that were grant funded are going away, and they want to move things around. Mr. Maier noted that they used to have an internal policy regarding training, based on the need and requirements. Commissioner Baney added that when they combine travel and conferences, it is a big number. Mr. Lowry explained that some of the g rY P organizations have a summary and it is viewed as a percentage of salary, etc. Mr. Anderson added that some positions require more training than others do. The Committee supported the Medical Examiner's increased budget. Mr. Anderson stated they have been adding incrementally to the D.A.'s Office for critical functions. An extra Deputy D.A. was authorized this year. He has faith it will be administered prudently, and they have promised to work for efficiencies in the l.T. arena. It is not sure about the request for adding another person for Victims' Assistance. The D.A. is spending $1,500 per professional for training, but Victims' Assistance is asking for more than that. Commissioner DeBone wondered if they are offering services to everyone. Mr. Higuchi asked if they are not comfortable partnering with Saving Grace, and if there is some duplication of services. Mr. Maier is comfortable with Veterans' Services' work but asked if they are only shorthanded temporarily. Mr. Kropp said that the request came in before the one person went on leave. Mr. Maier noted that there is a high number of veterans in this area, but he wondered if all of them are seeking services. Many of them have it figured out already and do not need to ask for services. Mr. Higuchi said that previously he was not in favor of Solid Waste sending funds to Road, but he does not want this to change. They seem to be penalized because they did well. Mr. Maier agreed that Road is doing a good job. Mr. Kropp said that Mr. Doty has worked his plan well and has gotten good results. They are utilizing their resources properly. Commissioner Baney asked if they should allocate a certain amount for this. Mr. Lowry said that the amount rises as the volume does. Mr. Anderson asked if this should be capped. It is not a large dollar amount but is tied to tonnage. Minutes of Budget Meeting—COVA Thursday, May 28, 2015 Page 4 of 6 Commissioner DeBone stated that the Historical Society is behind in technology, with Windows 989 and equipment that doesn't work well. They are to be scanning old records. Community Development is waiting for the Historical Society to get it done, but only half of the paper records have been scanned. Perhaps more funding is needed to get this done. Mr. Anderson pointed out that the cities are also involved. Mr. Lowry said that he thinks they are going to be talking about this further at the Historical Society level. Mr. Lowry said the Upper Deschutes River Coalition wants funding for administrative fees. Commissioner Baney stated they already get money from the County. Commissioner Baney wanted to speak further on the transient lodging tax and the Sheriffs Office. $3.1 million is in the budget but it was $2.8 million last year. She asked if they should allocate some of this to other public safety needs. Mr. Maier said that they might want to set the new number as the bar if it goes down. This amount is going up at 5% per year, per COVA, at least for now. Commissioner Unger stated that the Sheriffs levy is also going up by 5%, so they should be able to live with this. Mr. Higuchi said this is a Board policy decision. Maybe they can allow the increase to be used for one-time spending needs. If it goes back down, they shouldn't come to the Board for more. Whatever the amount, they would find a way to spend it on a one-time basis, like for vehicles. Commissioner Baney noted that she is worried about a commitment, whether established or inferred; she does not want to lift the bar without a clear understand of all parties. Mr. Lowry said that the $3.1 million is based on the same formula that has been used for years. If room tax amounts decline, the formula says how much it will be. The Board has to decide what the floor is going to be, and this arrangement should be more official. Mr. Anderson asked, what if a year from now, room tax declines to $2.8 million and they are expecting an excess. They would have to submit a proposed budget to the Board asking for more money, or they may threaten to lay people off. Mr. Maier noted that they could still raise their rate. Mr. Anderson emphasized that this needs to be clear or they may expect the same type of funding arrangement from now on. Minutes of Budget Meeting—COVA Thursday, May 28, 2015 Page 5 of 6 Commissioner Baney agreed that this needs to be very clear so there isn't a battle every year. The Department needs to know this for their hiring and budgeting purposes. Mr. Maier suggested that perhaps they can build reserves from the excess TLT funding to carry over during the tough times. Being no further discussion, the session ended at 5:30 p.m. DATED this VI= Day of 2015 for the Deschutes County Board of Commissions . ayt-042664-1-(___ Anthony DeBone, Chair Deee,-- ()Air- Alan Unger, Vice Chair ATTEST: I l ' Tammy it aney, Igo mmissioner Recording Secretary Minutes of Budget Meeting—COVA Thursday, May 28, 2015 Page 6 of 6 BUDGET COMMITTEE AGENDA Thursday, May 28t, 2015 • Program Budget Tab/Page 1:35 — 1:50 PM • Administrative Services (Fund 625) 6 /208 -Law Library (Fund 215) 6 /216 -Veterans' Services (Fund 001-23); Special Request 14/412 6 /213 1:50 — 2:05 PM • Risk Management (Fund 670) 6 /216 2:05 — 2:20 PM • Personnel (Fund 650);Special Request 14/443 6 /221 2:20 - 2:35 PM • Finance (Fund 630) 6 /225 2:35 - 2:50 PM • Information Technology (Fund 660) 6 /234 2:50 - 3:05 PM • Legal (Fund 640) 6 /239 3:05 - 3:20 PM • Property and Facilities (Fund 620) 6 /243 3:20 - 3:30 PM Break 3:30 - 4:00 PM Service Partner • Central Oregon Visitors Association (COVA) 4:00 — 5:00 PM Review and Discussion • Recall Departments for further clarification • Other issues and considerations 40 Continue the Deschutes County budget meeting to Friday, May 29th, at 9:00 AM • Page 2 \� N �� N CU 1 `" q� co w Ir a l r, CI - ' ' 0. , � 1 1 Cr7t t A L d $ cn -A- III C'SZt'' . a: C ,j C0 i i t 1 d U III I bol CU ft O.) __,■-; k : co 1::).3 40 ------ m L.---, 11 co MIL • l-1 0 0 O N ' - n v Cl) ,1 H °4 cr' - m T LI_ °in ti n +, a C `� N v 00 O M C_ a N co +4 l0 L LC) O Ql o x (C 41 .1• c I lD E W iJ} co Q -LEY u- +J} ('7 IJ /"h o Q7 c XI z O 0 +-1 cn 0 X C13 0 d U a.) r-I Ul x 0 0 -1 L_)o � a n o a O Ln x v v w c . 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Sg4re:,,r Central - - Ore gon VISITORS ASSOCIATION CENTRAL OREGON VISITORS ASSOCIATION I\ ..i\1 '1I_a, ii NG ,AcTivITY R EPORT (Period ending May 25, 2015) Central COVA I Marketing Activity Report- May 2015 I Confidential ; � -�- Oregon ' r Analytics Summary - Website Metrics GOALS* • 15% increase in VisitCentralOregon.com web sessions • 15%annual increase in outbound clicks • 5% Increase in return visitation *Metrics: Measurement against new web platform-launched March 2014 METRICS YEAR OVER YEAR(MAR 1-MAY 25) Daily Website Traffic-Last 90 Days --.--2015 -r- 2014 2013 1500 A 750 A ° INA diAir *r* 171,0411tio ,40/‘90-day Snapshot Website Sessions YOY Comparison I MAR 1,2015-MAY 25, 2015 2014--45,898 — 46% increase over 2013 2015-79,073 — 72% increase over 2014 Fiscal Year Snapshot Website Sessions FYOY Comparison I JUL 1,2014-MAY 25,2015 2012/2013-82,314 2013/2014-116,654 -- 29% increase over 2013 2014/2015-189,594 -- 46.5% increase over 2014 TRAFFIC SOURCE FOR WEBSITE VISITORS I MAR 1-MAY 25 2014 2015 %CHG OR-Portland 7,477 18,794 151% CA-Bay Area 6,017 12,524 108% WA-Seattle/Tacoma 3,207 7,246 125% CA-Los Angeles 3,533 4,363 24% OR-Eugene 1,347 2,964 120% WEBSITE REFERRAL TO MEMBERS/PARTNERS I FEB 26-MAY 25 2014 2015 %CHG Outbound clicks to Members-Last 90 Days 8,730 20,033 129% "Book Now" Clicks to Members-Last 90 Days 573 1,103 93% Outbound clicks to Members (Total FYTD) 21,958 48,568 121% COVA Marketing Activity Report-MAY 2015 I Confidential Central �^' Oregon Culturing Online Relationships GOALS • 15% increase in Facebook Fans • 15% increase in Facebook Reach • 15% increase in Instagram followers • 15% increase in Twitter followers • 15%increase in clicks to website from Social Media RESULTS • FACEBOOK Fans 34,350-28% increase FYTD • Facebook Reach 17,599-people per day (average) • Facebook Impressions 37,153--people per day(average) • Instagram followers 786--(Instagram account launched January 2015) • Twitter followers 3,641--32% increase YOY • Clicks to website from Social Media (last 90 days): 8,214-482% increase YOY Facebook Reach and Impressions FYTD 120000 --Daily Total Reach ---Daily Total 90000 Impressions 60000 30000 (� P A Ah 9/18/2014 11/7/2014 12/27/2014 2/15/2015 416/2015 *Spike: May 20, launch of'Boy do I need a Getaway-Giveaway Facebook campaign BLOG/STORIES • Inspirational stories and video including example itineraries, trip ideas and "favorite" lists — 204 written blog posts FYTD 16 individual 3-minute video blogs produced and posted on VisitCentralOregon.com COVA I Marketing Activity Report- MAY 2015 I Confidential Central ��� Oregon Consumer E-Newsletter & Digital Retargeting Advertising GOALS • 20% Open Rate for e-Newsletter(industry average is 17%) • 10% Click through rate (industry average is 7.9%) • 15% Increase in Consumer opt-in database RESULTS Average eNewsletter open rate: 22.8% 5.8% above industry average Monthly email Click Through Rate: 13.6% 5.7% above industry average Consumer email database: 48,306 Up 22.1% FYTD Monthly Remarketing Impressions 196,208 average per mo. Monthly Remarketing CTR 0.15% average per mo. . A iR: i I\ Cultivate Domestic & International Earned Media GOALS • Secure 2:1 match in Earned Media over advertising spend ($1.8 million EM goal) RESULTS • $3.39 MILLION IN EARNED MEDIA FYTD--A 4:1 MATCH TO PAID ADVERTISING Domestic Earned Media July 2014--May 2015 • Total Story Placements: 203 • Earned Print Circulation: 15.1 million • Earned Online reach: 628 million • Hosted FAM's (#of people): 255 Media,Travel Trade, Tour Operators • Domestic Earned media: $2.9 million International Earned Media (cooperative effort with Travel Oregon) • Total Story Placements: 20 • Earned Print Circulation: 38.3 million (including TV viewers) • Earned Online reach: 4.6 million • Hosted FAM's (#of people): 164 • International Earned media: $490,300 COVA I Marketing Activity Report- MAY 2015 I Confidential # Central Oregon Direct Consumer Engagement GOALS • Average 1,000 walk-in visitors monthly to Visitor Information Center • 500 Visitor Survey's completed in Visitor Information Center • 500 Central Oregon Golf Trail Players Cards sold through Visitor Information Center RESULTS FOR JANUARY- MAY: Walk In Traffic to Visitor Information Center (January to-date) • YTD: 1,125 Walk-In Visitors monthly Jan-May (11%ahead of goal) • YTD: 182 Visitor Survey's Completed WALK-IN TRAFFIC BY HOMETOWN-Jan-May 2015 INTERNATIONAL' .CAL;.10.9% OTI-ER STATE,10.0% .. :'' --"�...Imo.Cam:24%. LOCH I4A ► Jy y�y Nor i '"�, 5 .vW e� " cY ^; t � , ,�*ttk197.'. - d7•' 800-11E4 10 N OTHER OR,181% THE CENTRAL OREGON WELCOME CENTER rv, � �.: ,: .th„„ rte `1 4 ,�� ,d ..• " l PIP r 017' '4h61.11 - Imola I v Central COVA I Marketing Activity Report- MAY 2015 I Confidential � Oregon SFAI N.) s; �p M A f{,Tf Pay Per Click & SEO GOALS • 20% Increase in traffic from paid and organic search RESULTS: • Organic search volume: 82,731 unique visitors -- 83%increase FYTD • Paid search volume: 4,718 unique visitors — 197%increase FYTD *FY14/15 benchmark year FYTD 14/15 vs.FYTD 13114 I Website Visitor Acquisition MI 14/15 Organic Search 13/14 Direct&Email Referral Social Paid Search r 0 25,000 50,000 75,000 100,000 Website Sessions Direct to Consumer Brand Awareness FY15 PRIMARY ADVERTISING CAMPAIGNS o Mt. Bachelor-Sunriver winter co-op o Top 100 Golf Resort spring Co-op o Visit Sunriver spring.Co-op o Central Oregon Golf Trail spring Co-op GOALS Increase awareness of Central Oregon Bend-Sunriver in primary target markets • 5% Real Growth in TRT revenue (adjusted for 1%increase in TRT rate) • 15% increase in Web site visits to VisitCentralOregon.com • 15% increase in Outbound web site clicks to COVA Members • 15% increase in Social Media Engagement • 10% Increase in opt-in consumer database COVA I Marketing Activity Report- MAY 2015 I Confidential Central -/A1- Oregon MARKETING CAMPAIGNS-CONTINUED TACTICS • Online I Geographic, Behavioral and Contextual targeting: o Desktop in-stream video (pre-roll) utilizing :15 and :30 spots; half page banners; standard page banners; cross screen banners. Optimize to device performance. • Outdoor lout-of-home billboards and posters in high traffic positions • Print I lifestyle magazines and newspaper special sections • Special Event Activation I public relations,trade shows, in-market engagement TOP LANDING PAGES FOR VISITCENTRALOREGON.COM I MAR-MAY, 2015 20,000 MI 2015 MIN 2014 15,000 10,000 5,000 0 home /sunriver/ /things-to-do/golf/ /sunriver-getaway/ SUMMARY Outbound Clicks for Co-op Campaigns: • Clicks to Sunriver Lodging: o Winter-Mt. Bachelor Co-op I Oct. 13-Nov. 30, 2014: 4,217* o Spring-Visit Sunriver Co-op I Mar. 2-May 3, 2015: 1,927** • Clicks to Resort Co-op Partners-Spring Golf co-op I Mar. 15-May 25: 2,825 • Clicks to Golf Courses-Golf Trail Co-op I Mar. 1-May 25, 2015: 5,317 *(Campaign drove to MtBachelor.com—includes clicks from mtbachelor.com) **(Campaign drove to co-op partners, Black Butte,Sunriver, Pronghorn,Tetherow,— data from partners not yet available from this campaign) Winter Sunriver I Mt. Bachelor Bay Area Coop • Clicks to Sunriver Lodging Partners: 4,217 (goal of 3,500) • Total Digital Impressions: 5,177,111 (goal of 4,500,000) • PPC/AdWords Impressions: 444,856(goal of 400,000) Spring Sunriver Coop I Sunriver Getaway Giveaway-Bay Area &OR • Database (consumer email list) Growth from campaign: 3,318 (3,980 entries total) • Total Digital Impressions: 4,562,232 Spring Resort Golf Cop I Top 100 Collection-Bay Area • 3.2 million print impressions 15.8 million digital impressions 11.2 million video impressions • Spring co-op Travel Concierge Lodging Bookings: $99,872 (booked) $46,080(pending) • Spring co-op Golf Tee Time Bookings to date: $149,846(booked) $20,462 (pending) Spring co-op Incoming Reservations Calls to date: 110 COVA I Marketing Activity Report- MAY 2015 I Confidential Central -1 - Oregon Consumer Focused Engagement OBJECTIVE Innovative concepts designed to build the Destination Central Oregon brand. Develop consumer relationships by breaking down larger messages to engage with key market targets on a one-to-one basis. TACTICS • Create artnershi s with professional sports teams and large regional events in our p p g target markets to promote Central Oregon. • Create platforms and activations that engage consumers on a personal level. • Execute targeted promotions, sweepstakes and giveaways that build COVA's Consumer Database. • Use the assets created by "Big Ideas" to continue engagement with potential visitors. GOALS • 10%increase of COVA's Consumer Database with high quality leads. • Engage with targeted niche consumers in a more personal one-on-one atmosphere. • Re-target engaged consumers to inspire destination visitors. RESULTS April & May Big Idea Partnerships • Biggy the Bigfoot at Mt. Bachelor—Central Oregon's elusive mascot engages with the public for the first time skiing and taking photos with visitors. • Biggy the Bigfoot Rafting the Deschutes River-Central Oregon's elusive mascot engages with a group or travel writers while rafting the Deschutes • Central Oregon at AT&T Park—COVA partners with the world champion San Francisco Giants for the May 2nd game against the California Angels. METRICS Central Oregon at AT&T Park I May 2, 2015 • Total Reach: 4,126,000 o -Social Media Reach: 3,584,000 o - Live Event Reach: 42,000 o -TV Viewership Reach: 500,000 • 71.4%increase in website users compared to the previous weekend. • 2600%increase in incoming website traffic from Facebook compared to the previous weekend. • 1,681 quality leads generated for COVA's Consumer Database • Kickpad#VisitCentralOregon bonus value add x2 additional televised games W 4 total COVA I Marketing Activity Report-- MAY 2015 I Confidential Central 4� Oregon � a+ MS !, r d N ° °�'jil(!Id ,s i N w �r(!! { • • i l'r r% w. q w a� rga'n9A" • �e 'r- w s,>' � R r 'r, x " + W'r,•• p i1IyYYg�t ,Vr 7 i i(' �a rii,� r•,wu,�„ � � (la rh { a^Cd7i{ii }IiE11d i a r ' ,� a. 'p� { b ”{ I19glq( d7+K P 4l'�, i ' `•. 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