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HomeMy WebLinkAbout2024-01-18 Regular MeetingCITY OF GRAPEVINE, TEXAS GRAPEVINE CONVENTION & VISITORS BUREAU BOARD OF DIRECTORS MEETING Thursday, January 18, 2024 — 8:00 a.m. CVB Headquarters Boardroom 636 S. Main Street Grapevine, Texas AGENDA 1. Call to Order 2. Citizen Comments Any person who is not scheduled on the agenda may address the Convention & Visitors Bureau Board under Citizen Comments or on any other agenda item by completing a Citizen Appearance Request form with staff. A member of the public may address the CVBB regarding an item on the agenda either before or during the Board's consideration of the item, upon being recognized by the Board Chair or upon consent of the CVBB. In accordance with the Texas Open Meetings Act, the CVBB is restricted in discussing or taking action during Citizen Comments. 3. New Employee Introduction 4. Approval of Minutes 5. Sales & Marketing Report A. Sales Leads/Recent Missions B. Christmas Capital of Texas (CCOT) Media and Marketing Report 6. Ongoing Business A. Overview of CCOT B. Palace Theatre C. North Pole Express (NPX) D. Peace Plaza Ice Rink 7. New Business A. Grapevine Today B. St. Patrick's Day Sales Mission C. Eclipse 2024 8. Liaison / Hotels / Attractions - Updates 9. Adj ournment If you plan to attend this special public meeting and have a disability that requires special arrangements at the meeting, please contact the Grapevine Convention & Visitors Bureau at (817) 410-3185 at least 24 hours in advance of the meeting. Reasonable accommodations will be made to assist your needs. In accordance with Texas Government Code, Chapter 551.001 et seq, Acts of the 1993 Texas Legislature, the Grapevine Convention & Visitors Bureau Advisory Board Meeting agenda was prepared and posted on this the 12th day of January, 2024 by 5:00 p.m. B y Roberson Executive Assistant County of Tarrant City of Grapevine State of Texas MINUTES The Grapevine Convention & Visitors Bureau Board of Directors met in Regular Session on Thursday, January 18, 2024 at 8:00 a.m. at the Stephen W. Stinson Boardroom of the Grapevine Convention and Visitors Bureau, 636 S. Main Street, Grapevine, Texas with the following persons in attendance: Joe Szymaszek Mark Terpening Dan Weinberger Debi Meek Mike Oakley Chuck Pacioni Vice Chairman Board Vice Chairman Board Member Board Member Board Member Board Member Constituting a quorum, with the following liaisons and staff members present: Paul W. McCallum Executive Director Leigh Lyons Managing Director of Sales, Marketing & Communications Becky Roberson Assistant to the Executive Director Leon Leal Council Liaison Absent: Kelly Schwartz, Cynthia Blankenship and lain Scouller CALL TO ORDER Board Chairman, Joe Szymaszek, called the meeting to order at 8:03 a.m. NEW EMPLOYEE INTRODUCTION Executive Director, Paul W. McCallum, welcomed Stephanie Mehallic, Food and Beverage Coordinator and Niki Barham, Administrative Assistant. APPROVAL OF MINUTES Board Chairman Szymaszek called for a motion to approve the minutes from the December 12, 2023 meeting. With a motion from Dan Weinberger and seconded by Debi Meek, the minutes from the previous meeting were approved by a vote of 6-0. SALES AND MARKETING REPORT Managing Director of Sales, Marketing & Communications, Leigh Lyons, shared that through the first quarter of Fiscal Year 2024, the Convention Sales Team issued 452 leads which is an increase from 396 in the first quarter of Fiscal Year 2023. The team had 76 bookings in the first quarter, which is up from 59 during first quarter Fiscal Year 2023. In first quarter Fiscal Year 2024, our hotel partners reached out for destination assistance to close 16 pieces of businesses. And the December STR report shows that year over year 2023 December, occupancy was up 2.2% from 2022. Mrs. Lyons also reviewed recent missions by members of the Sales Team. In late November, Eleanor George attended Connect DC and conducted a DC Area Sales Mission. Connect DC had 140 planners that attended and staff had one on one appointments with 23 of the attending planners, returning with four potential requests for proposal for new business. Codi Missimo attended the Northeast CVB Holiday Event in Boston. There were 24 Boston - based meeting planners in attendance. Codi was able to meet with planners who have current request for proposals with Grapevine hotels. Codi also attended the NY Professional Convention Management Association Holiday Reception in New York City, New York. Fifteen meeting planners were in attendance. She made contacts with several new potential leads. Mrs. Lyons gave an update on the media and marketing for 2023 Christmas Capital of Texas (CCOT). From a media coverage perspective, the 2023 Christmas Capital of Texas was very successful. Examples of coverage ranged from CBS 11- Where's Brittany segment on the North Pole Express and Peace Plaza Ice Rink to a full segment on CCOT which aired on all Spectrum networks throughout the season. The Longhorn Network captured CCOT footage to show on air during the Big 12 Championship Game. The CBS Evening News had a live shot on national broadcast covering the late shopping rush on Friday, December 22. FOX News highlighted a digital article that had a potential reach of 47.7 million viewers. Yahoo News shared the Fort Worth Star Telegram article with a potential reach of 58 million. The December 2023 issue of Texas Electric Co-op (Fort Worth regional issue) had an CCOT article that went to 100 thousand households. The Communications Team hosted multiple media fams during Christmas Capital of Texas. In early December, staff hosted Elaine Warner who writes for The Oklahoman, Edmond Life and Leisure and other Oklahoma City area newspapers. She secured a story that ran in a Norman, Oklahoma newspaper. Staff also hosted two writers with TravelAwaits.com In mid -December staff hosted travel writer, Melissa Garcia who has stories syndicated to MSN Travel and Sarah Kerver of RealMomsTravel. A new marketing tool was introduced to at the Christmas Capital of Texas. This year, guests at North Pole Express and our Information Booths were offered a small card. This card featured a QR code which took the user to our CCOT website which highlighted information about all things Grapevine such as restaurants, shopping, attractions and more. This was done in an effort to keep those riding the North Pole Express in Grapevine for a longer period of time to visit our shops, restaurants, winery tasting rooms and other attractions. ONGOING BUSINESS Executive Director, Paul W. McCallum, shared that Grapevine really embraced the idea of the theme, "Share the Joy" during the Christmas Capital of Texas. Many of our stakeholders reported successful seasons, with one stating it was the best Christmas season in their twenty- year history. Other businesses echoed that report stating that November and December were more profitable than those of previous years. Some businesses reported that the revenue from the 2023 Christmas Capital of Texas season was double that from the 2022 season while others reported an increase in gross profits ranging from 18% to 49%. TEXRail reported a 27% increase in ridership from December 2022 to 2023 at Grapevine Main Station. There was also increased ridership associated with CCOT events, with spikes seen on days of major events and weekends, across multiple TEXRail stations. The Palace Theatre and the Palace Arts Center had a total of 81 events during Christmas Capital of Texas with an attendance of over 23,000. The Palace featured 12 different performers with 27 live shows and music such as Jazz, Country, Big Band, and Blue Grass. A live production of the Nutcracker, performances by the Texas Tenors along with multiple tribute shows such as the Carpenters, Elton & Cher, Reba, Frank & Dean and Elvis were showcased. Fourteen of the live shows were sell outs. The Palace ran 29 movies from November 25 to December 30. Eleven of the 29 movies were sell outs. For the youngest visitors, the Lancaster hosted Cartoons & Crafts, with ten of the twenty five events at capacity. North Pole Express excursions began on November 20 at the Media Event Preview and the season officially started on November 24 and concluded on December 23 with a total of 154 Excursions and more than 58,000 passengers. This year, the North Pole Express featured an upgraded boarding area, an all -new onboard show with singing, special surprises from Mrs. Claus, a memory mug of Frosty Chocolate Snow Milk and a visit from Santa. Guests also received a complimentary photo with Santa in the North Pole General Store. The experience concluded with guests enjoying family friendly photo opps along the Snowy Tree Trail. The Peace Plaza Ice Rink was open from November 20 to January 7 and welcomed more than 19,000 skaters this season. NEW BUSINESS Director McCallum shared the newly published 2024 Grapevine Today. The issue with the spring cover, featuring Meow Wolf was presented to each board member. The group was also given a preview of the covers that will be debuted for summer/fall and the winter. He reported that the magazine is being distributed throughout Grapevine and to the Texas Travel Information Centers around the state. Director McCallum reported that Grapevine Vintage Railroad would hold its first event of the new year, the Sweetheart Wine Train, on February 14. The season officially opens on Saturday, February 17 and will feature a special promotional item. The season is being launched with several upgrades such as fresh stain and varnish of wood seats, newly painted vestibules, leatherette seats added to wooded benches in economy class and a refurbished bar. Additionally, all the mechanical systems that require annual recertifications would be addressed. Closely following the upcoming Season Opener of Grapevine Vintage Railroad, Texas Independence Day will be celebrated on Saturday, March 2. An event is still within the planning phase but the intent is to hold it at the Convention & Visitors Bureau World Headquarters and will celebrate memorable moments in Grapevine's history from the last one hundred years. He then shared that the Convention Sales Team was preparing for the 36t" Annual St. Patrick's Day Sales Mission in New York City Thursday, March 14. At this time, four Grapevine hotel partners be in attendance. It was reported that Grapevine will be one of the best places in the United States to view the total solar eclipse. In preparation, Heather Egan, International and Leisure Sales Director, has developed a Solar Eclipse Viewing event which will be held at Peace Plaza, Monday, April 8, from 11:00 a.m. to 3:00 p.m. The exclusive, private and ticketed event will take place in a fenced off area of Peace Plaza, and will feature various activations including live music, strolling entertainment and unique photo opportunities. Ticket price includes a meal card for Harvest Hall and a branded, commemorative Grapevine Solar Eclipse Swag Bag with solar eclipse glasses, a t-shirt, branded wine glass, local chocolates, eclipse-themed beverages from RocketFizz, eclipse-themed wine from Grapevine Springs Winery, commemorative journal, commemorative coin and more. Weinberger's Deli, Harvest Hall, Chill, Esparza's, Bohemian Bull, Judy Pie, Tommy Tamale, Chocolate Hangover, Bacchus, Third Rail, Son of a Butcher and Chicken N' Pickle are all offering special terrestrial and eclipse-themed menu items, such as a Galactic Slider and a Solar Eclipse Shake at Son of a Butcher. This event has been promoted to multiple tour operators. To date, three motor coach tours have booked tours to include this event. Event details have been shared internationally in the UK, Germany and Australia, and Heather personally reached out to more than 120 tour operators to share information for individuals still looking to visit for the eclipse. She has also promoted the event with tour operators at ABA this week. The Marketing Team is working on a digital campaign targeted to reach individuals interested within 250 miles of Grapevine. The Communications Team has shared information through media, with local coverage and reaching as far as the UK, New Zealand, and Australia. One of the top International travel writers selected Grapevine of all the available locations to cover and will be in town to cover both the eclipse and this special event. HOTELS/ATTRACTIONS/ACTIVITIES Mrs. Lyons shared that Meow Wolf Grapevine had announced the grand opening of the Matt King Mystery Center, a multipurpose space designed for community programming and local events. Nestled within Meow Wolf Grapevine, the Matt King Mystery Center is a creative hub and private bookable venue where individuals can uncover their own creativity and connect with others. This space joins the Rainbow Rainbow (Santa Fe) as Meow Wolfs second space dedicated to creativity. Gaylord Texan Resort has renovated their main entrance and side entry points are now undergoing renovations. The property's legendary Old Hickory Steakhouse will also undergo its first renovation in 20 years, increasing the space by roughly 1,400 square feet. Great Wolf Lodge is currently undergoing several renovations including repurposing their front entrance and vestibule. Additional areas that are being renovated include a new birthday party room and an a new MagiQuest store. There will also be a Build a Bear Workshop, Hungry As A Wolf Pizza Shop, Pop Up Bar, Pretzel Maker and new arcade. The current arcade will be replaced by Ten Paw Bowling Alley. All renovations are expected to be complete by November 2024. Grapevine Mills has announced that two new stores. Brooks Brothers and TUMI will be coming to Grapevine Mills this summer. The Whoa Zone at Lake Grapevine will return Memorial Day Weekend. R Town will be launching a new series of weekly classes on Tuesdays and Wednesdays. The class offerings will be available to both kids and adults and will accommodate all skill levels. The groundbreaking for Rock & Brews is scheduled for January 23 at 10:30 a.m. Firebirds, located closed to Velvet Taco, will open February 26. Portillo's, a popular hot dog chain out of Chicago will be opening its newest restaurant in Grapevine later this year. The Catfish Hut on wheels will reopen for one day on Saturday, January 27. The event will be inside of the old Catfish Hut at Paradise Cove recreating "The Hut" experience like it was in the 70's. But, the food trailer will offer market fresh catfish, french fries, hush puppies, and more. The cost will be $25 per person with a portion of the proceeds donated to the Wyatt Dickerson Foundation. The winners of the 18t" Annual Christmas Decorating Contest for businesses in the Historic Township were shared. For the Professional Category Good Things for All Seasons was awarded first place, Reilly Chance second and Kilwins third. For the Do It Yourself Category, Farina's Winery was awarded first place, Ruthie Jane second and Bermuda Gold and Silver. The Drone Show Watch Events, benefiting Metroport Meals on Wheels, were successful. A sincere thank you went out to our stakeholders who donated goods. La Marca Prosecco, Main Street Bistro, Winewood Grill, Bacchus, Dr. Sue's Chocolate, Chocolate Moonshine and the Grapevine Wine Pouring Society volunteers supported this endeavor. It was also announced that Sam's Club is returning to Grapevine. The revitalized club will not only restore convenience to its members but also bring new jobs, innovative services, and a renewed commitment to the Grapevine community with an expected opening is late 2024. ADJOURNMENT Board Chairman Szymaszek called for a motion to adjourn the meeting at 9:11 a.m. Motion: Mike Oakley Second: Mark Terpening Approved 6-0 ATTEST: fl Z"A a7h/ Becky Roberson Executive Assistant APPROVED: Joe Szymaszek Chairman