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HomeMy WebLinkAbout2026-04-16 Regular MeetingCITY OF GRAPEVINE, TEXAS GRAPEVINE CONVENTION & VISITORS BUREAU BOARD OF DIRECTORS MEETING Thursday, April 16, 2026 — 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 Missions and Trade Shows B. Marketing and Media Report 6. Ongoing Business A. 34th Annual Spring Wine Trail B. 42nd Annual Main Street Fest Update/ Golden Jubilee 7. New Business A. Grant in Aid Request — GHS Ex -Student Association B. GVRR Vintage Track 1 Modifications 8. Liaison / Hotels / Attractions Updates A. Liaison Updates 9. Adjournment 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 13th day of April, 2026 by 8:00 a.m. - ' Liecky Roberson Executive Assistant County OfTarrant City ofGrapevine State ofTexas MINUTES The Grapevine Convention & Visitors Bureau Board of Directors met in Regular Session on Thursday, Aprit 16, 2026 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 iDattendance: ]O8Szyrnosz8k Chairman M8[kT8[peOiOg Vice Chairman ChUckPaciOni Board Member Jeff Babcock Board Member FebienG0ury Board Member Mike Oakley Alternate Board Member Kim F8[UisZ Alternate Board M8OlbB[ Absent: Cynthia Blankenship Constituting a quorum, with the following liaisons and staff members present: Leon Leal P8uiVV.MCC8KuDl Leigh Lyons CJ.Gandn8r Becky Roberson CALL TOORDER Council Liaison Executive Director Assistant Executive Director VV8bOit8Manage[ Executive Assistant Board Chairman, Joe Szymaszek, called the meeting to order at 8:00 a.m. NEW EMPLOYEE INTRODUCTION Executive Director Paul W. McCallum introduced Vanessa Sanchez, Sponsorship Sales Manager. APPROVAL OFMINUTES Board Chairman Szymaszek called for a motion to approve the minutes from the February 19,2O20meeting, Motion: Mike Oakley Second: MarhTOrpening Ayes: 8oyrnaozek,T8qoening.PGci0niGoury.Babcock, Oakley, and ForbiOz NayaO:NOno Approved: 7'O SALES AND MARKETING REPORT Executive Director Paul W. McCallum reported on the 3811 Annual St. Patrick's Day Sales Mission that took place March 17and 18iONew York. |naddition tOGrapevine Convention &ViaitOnS Bureau staff, hotel partners from Grand Hyatt [)FVV. Gaylord Texan, HittOn C>F\A/ Lakes, Silver Lakes and Hotel Vinparticipated inthe sales mission. The group hosted two events, Greception QnMarch 17and 8luncheon VDMarch 18. The reception included 8 tradeshow, a raffle for prizes from the hotel partners, activities meant to test attendees' luck, and rebates for new business contracted for 2O2Sthrough 3027. Attendees were gifted Texas shaped chocolate truffles from Grapevine's own Chocolate hangover. There was also a grand prize for 8 2 night stay in Grapevine. Lunch also offered raffle prizes from each hotel and @ grand prize from the Grapevine Convention O'Visitors Bureau. The team returned with two requests for proposal, for 19Oroom nights iOlate 2O38and one for 3G70 room nights in2O27.Three additional requests for proposals are expected. National Sales Manager, C0diMiSGirDOattended Pha[nlaForum March 22'2O. H0teiViD' Hyatt Regency OFVVand Hilton OFVVLakes participated. Ph8[nl@Forum iS8hosted-buyer event which consists of meeting planners from pharmaceutical, medical and biotech companies along with CVB3and hoteliers. There were approximately G0Oattendees with 35Oplanners and 250suppliers. The group met with 44planners 8tthe Grapevine booth and hosted an additional 11 planners at various meetings outside of tradeshow hours, The team returned with three requests for proposals, ranging from 2O26through 3O29and totaling 3,525 [OOnl nights. Leisure and International Sates Manager, Heather Egan attended the International Inbound Travel Association Summit inLas Vegas February 7-11. The International Inbound Travel Association is the nonprofit trade association for international inbound travel to the United States. Members include U.S. inbound operators, destination marketing organizations and suppliers, including accommodations, transportation businesses, attractions and restaurants from across the country. The conference consists ofeducational sessions and individual appointments. Ms. Egan met with 23receptive operators. Grapevine is becoming well recognized on the international stage as a gateway and prime destination in the international market. During the educational sessions, FIFA discussions took place with interesting [8pO/t8 8h8r8U by receptive Op8[atO[S including the 8VR[8ge hotel stay is three days. Hosting cities are reporting that F|FAvisitors are booking hotels outside oftheir limits because Ofhigh rates. While Grapevine may not see many rooms 8Seresult ofFIFA, we 8inn toget future extended Ot8yo. A bump in hotel stays is expected to be more in year two or year three following FIFA, with 2026 and FIFA being utilized as a marketing opportunity. Ms. Egan attended the Texas Travel Reverse Luxury Mission onFebruary 3. The attendees |OciUd8d ten international tour Op8[8tO[S from Canada, AUSt[Gii8' United Kingdom and Germany who focus OOhigh'CDd'luxury travel. Many Vfthe participating operators had previously communicated with staff. Several asked specifically for our Texas- Wild 8 Wonderful itinerary. Other highlighted packages included QDallas Cowboys experience which boasts a luxury package with a stay at Embassy Suites in Grapevine and a Christmas Capital OfTexas package. Assistant Executive Director Leigh Lyons reported 0nthe Spring Break marketing and advertising campaign which began on December 17, 2025 and will run through March 1, 2O2G.There are three tiers including print, television and digital, Print campaigns [8n in Texas, Oklahoma, Arkansas and Louisiana. Regional and statewide ads ran iOTexas Monthly, Texas Co -Op Power, Oklahoma Living, Louisiana Living and the Texas Highways Events calendar, The campaign also includes local publications iOThe Dallas Morning News, The Cross Timbers Gazette and Madeworthy. The total recorded impressions from 8K print is over 5.7 million. Television inlpD3S8iODS from regional television ads are ai[nUGt 2 million. The digital campaign iOciUdHU p[Og[aDlnl8tiC display and video, Meta, GO0g(e SEM, YouTube and geofencing. Drive markets include Houston, Austin, San Antonio, Tvi0[/LOngVi9VV'\NaC0/T8nlpie/Bry8D,Wichita Falls, Corpus Christi, Lubbock, Amarillo, Midi8Od'CJU8S38,Abilene, Tulsa, Oklahoma City and Shreveport. The goat for the campaign is to prODlOt8 hotel stays, extend hotel stays and drive dining and shopping. Reported impressions from the digital marketing campaign registered over 5.8 rOiKiOD impressions. Ms. Lyons also provided 8brief recap 0nthe Spring Wine T[Gi(marketing and advertising campaign. Afull report will bBprovided 8t8later time once the final numbers are received. She then reported on the campaign for the 42 n,1 Main Street Fest - A Timeless Texas Tradition presented byBank ofthe West. The campaign began April 1and will run through May 15and cover three tiers. Print ads were scheduled tOcover Texas, Oklahoma, Arkansas and Louisiana. The digital and social campaign covered connected television and over the top ads, which operate on streaming platforms such as YouTube. Programmatic display, video and audio are all covered. The plan also targets Outfront digital, OUtUQ8[ bKibOO[dS. Clear Channel digital and organic GOCiGi boosting. Terrestrial t8ieViGiQO and radio updates were shared. VVBAPvViKdO an @dV8DCe thirty minute radio show highlighting Main Street FeGtand there will b8OOSitebroadcasts byKSC8'The Wolf, The Ranch, Hank FM, iH83rtand more. Ms. Lyons reported on earned media. Director of Communications, Elizabeth Schrack, hosted multiple writers iOrecent weeks. Three editors from Cowboys & Indians, including the Editor iOChief attended 8familiarization tour iDGrapevine. The group sent 8lengthy thank you email expressing their gratitude for the personalized itinerary and their renewed appreciation for Grapevine's heritage and commitment to sharing the history with visitors. A freelance writer for Texas Highways, Texas Monthly and The Boston Globe as well as a media travel writer based in the Tucson/Pheonix area were hosted in Grapevine, experiencing family attractions, shopping and dining. Atravel trade content producer for the German company, Holiday Pirates and 8travel writer and radio personality from New Zealand were hosted and were experienced a wide variety of attractions from Meow Wolf tONash Farm, |naddition tOthe familiarization tours, Ms. SCh[@Ckattended the Southern Travelers Explore Conference, with 60 travel bloggers and content creators in attendance. She returned from the conference and reported that the educational content was strong and she made multiple connections. Ms. Lyons provided 8brief overview Ofthe various press releases and alerts that staff issued iDFebruary and March which were included inthe board packet. She also covered the press releases from partners such as the release highlighting the recent renovations at Grand Hyatt DFW, Meow wolf winning the Brass Ring Award at International Association of Amusement Parks and Attractions and Lone Star Santa convention. After a brief discussion and recognizing that the meeting was running tong, it was determined that the board would move to new business and then review ongoing business. NBWBUS |NESS Director McCallum presented the grant iDaid request from Grapevine High School Ex - Student Association. Grapevine High School Ex -Student Association are co-sponsors of the annual Homecoming celebration with includes 8Parade along historic Main Street, Tea and Banquet. The Tea announces a distinguished alumnus and a Hall of Fame teacher. The week culminates with a banquet that recognizes the two award recipients. Homecoming week brings the community together, |tassembles Coming Home Kings and Queens for the previous six decades, Qswell OGhosting grapevine school bands, dance teams, Peewee football teams, middle school football teams and the C}HSMustang Football team. The Parade and Tea are free tothe public. The group requested S3'0OOto b8used for catering for the Tea and the Banquet. Funds raised Qtthe Banquet will gO towards scholarships for high school seniors. A8the events span 8week, bring inguests both near and far that will patron restaurants, stores and hotels, honor Grapevine's heritage and contribute tOmany Grapevine COK8Vii|e|S[)groups, Director McCallum stated his support Ofthe grant request. Board Chairman Szymaszek called for a motion to grant Grapevine High School Ex -Student Association S3'000for the Homecoming week activities. Motion: Mike Oakley Second: Chuck Pacioni Ayes: Szymaszek, Terpening, Pacioni, Goury, Babcock, Oakley, and Farbisz Nayes: None Approved: 7 - 0 Director McCallum explained that Grapevine Vintage Railroad and in particular, Santa's North Pole Express had become so popular that we were unable to fulfill all of the ticket requests. In previous years the wait list for Santa's North Pole Express has grown and grown. Last year, the wait list surpassed twenty thousand. After reviewing multiple options, the team decided that the best way to address the issue was to modify the track which would allow for the addition of two cars and the renovation of the three articulate cars already in our possession. At the current configuration, we cannot add cars because it would exceed the allowable distance from the switch. Current regulations that dictate Positive Train Control rules do not allow for growth. Modifications would require adding a switch in addition to the switch that already exists. Once both switches are installed, they will then be connected. The modifications would also include adding 900 feet of railroad track. We would first remove the current storage track but relocate it to a different area, allowing for better alignment of the additional components and the opportunity to keep the proposed consist intact. Expanding the site for Grapevine Vintage Railroad represents a strategic investment in one of Grapevine's most recognizable brand assets, designed to increase operational capacity and drive incremental revenue. He reminded the group that no tax dollars went towards Grapevine Vintage Railraod. The operation is self-sufficient. It was also reported that there were monies in reserve to purchase additional coaches and a locomotive. It was reported that many riders of the railroad were first time visitors to Grapevine and the team uses Grapevine Vintage Railroad to attract new visitors and inspire future visits. Mr. McCallum shared the current ticket pricing, current capacity, projected expanded capacity and the increased revenue potential. The modifications are projected to cost just under 1 million and the expectation is that those costs will be fully recovered within two years. Chaiman Szymaszek stated that he recognized the role that Grapevine Vintage Railroad plays in attracting business opportunities for stakeholder businesses in Grapevine. He also shared that it was his opinion that a return on investment that falls under three years is a sound financial move. Board Chairman Szymaszek called for a motion to approve the plan to modify the track for Grapevine Vintage Railroad. Motion: Chuck Pacioni Second: Mark Terpening Ayes: Szvm8saek,Terp8ning,PaciOni'GOury'Babcock, Oakley, andFarbi8a N3y88:NOn8 Approved: 7-O Chairman Szymaszek congratulated Mr. Pacioni on his upcoming retirement and thanked him for his many years ofservice t0the CVBBoard ofDirectors. At8:55a.rn. Mr. PaCiOni departed. ONGOING BUSINESS Ms. Lyons provided 8brief update OOthe 34wAnnual Spring Wine Trail. The Marketing and C0DlrDUOiC8tiVn teams were challenged tOleverage the Blessing Ofthe Vines and Spring Wine Trait t0 bring people to Grapevine to enjoy live DlU8iC, pieiO 8i, painters and galleries. Ticket sates were strong and reached capacity with 850passports sold. Eight wineries and two galleries participated. The Grapevine Wine Pouring Society assisted 8t each tasting room and gallery. Early reports show that many tasting rooms designated areas where guests could purchase 8bottle Ofwine and linger. Mr. McCallum gave an update on the upcoming 42nd Annual Main Street Fest -A Timeless Texas Tradition presented byBank Ofthe West and the Golden Jubilee. (]nFriday, May 15' the T8X8S Wine Tribute GG(G VVOuid take pi@C8 at the Convention &ViSito[s Bu[8GU Headquarters and Mayor William D. Tate would be honored with the Tall in Texas award. [)nSaturday, May 1G,8public art piece would beunveiled. Atthe conclusion Ofthe statue unveiling, professional high wire walkers wit[ recreate the 1S14high wire walk across MiGO Street, There would be three high wire performances on Saturday and three on Sunday, with each performance tasting thirty minutes. [}DSunday, May 17'the Community Picnic would be the highlight. Walmart was secured as the sponsor of the picnic. The first 2,0OO guests would receive 8complimentary picnic lunch. VVa(Dl8[thas generously agreed tO provide buns, hot dogs, chips, CODdinleOt8' individually packaged pies, fruit, tea, lemonade, water, condiments and napkins. |Daddition, several Grapevine restaurants agreed to provide fifty complimentary boxes with carefully selected items from their menus for festival guests tUtake tOthe Community Picnic. The Community Picnic wilt host cultural heritage acts from Grapevine's Sister Cities 0fParr80. Krems, West Lothian and BarVOoG. Texas thennedentertainment vviiialso beshowcased. Presentations and proclamations from iOCai, state and international entities wilt b9 shared. Director McCallum reported that vendor selection iOcomplete. More th@O2QOvendors applied tOparticipate iOthe festival. There are many returning favorites including Arnb[iz Jewelry, H8nlbOn8Dog Treats, SOCOSwings. New vendors include Bricks and MiOiFig3' Chow Tyme Bakery and The Toy Crafter. New food vendors include options of pizza, Cajun, HOTE |ONS/AO7K/|TIE8 Ms. Lyons shared that Steve Haley, the General Manager of Hilton DFW Lakes Executive Conference Center, was retiring after working nearly 40years inthe hotel and hospitality industry. She announced that Grace fhEmma Clothing Boutique ianow open et4138. Main Street. The boutique offers feminine clothing, accessories, trinkets and more. Chamber Liaison, Richard Wales, shared that the Chamber Business Expo held in March had been a success and the Chamberwas now focusing their energy on the upcoming Casino event OnApril 34and Great Taste ofGrapevine onApril 29. ADJOURNMENT called for OlOtiOO to adjourn the meeting 8t9:21 a.m. Motion, Mike Oakley Second: MarkT8rpening Ayes: SzynnQszek'Terp8ninQ,Goury,Babcock, Oakley, and Farbi8z N8y8O:NOOe Approved: O'O ATTEST: APPROVED: Becky Roberson Executive Assistant � / Jo88avmaszOk Ch@i[Ol@O