Call Meeting To Order. Roll Call And Declaration Of A Quorum II. III. Pledge Of Allegiance IV. Conflict Of Interest Declarations

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1 NOTICE OF REGULAR MEETING Park Board of Trustees of the City of Galveston Tourism Development Advisory Committee Tuesday, November 15, 2016 at 9:00 a.m. Hilton Galveston Island Resort Crystal Ballroom Salon A Seawall Boulevard - Galveston, Texas I. II. III. IV. V. VI. Call Meeting To Order Roll Call And Declaration Of A Quorum Pledge Of Allegiance Conflict Of Interest Declarations Requests To Address The Committee The public shall be allowed to address the Committee regarding one or more agenda or nonagenda items. All requests to address the Committee must be submitted in writing to the Committee Reporter the day of the Committee meeting. Each person shall be limited to three (3) minutes regardless of the number of items addressed. Approval Of Minutes A. Regular Meeting Minutes - October 18, 2016 Documents: OCTOBER 18, 2016 MEETING MINUTES.PDF VII. VIII. Social Media Presentation - Sarah Kinsler (15 Minutes) Outline Of Galveston Study Results Documents: PAST STUDY IMPLEMENTATION.PDF IX. X. XI. XII. XIII. XIV. XV. Strategic Planning Discussion Of Galveston Tourism Product Discuss Super Bowl LI Discuss 2016 Lone Star Rally Monthly CVB Reports Future Agenda Items Announcements Next TDAC Scheduled Meeting A. December 13, 2016

2 XVI. Adjournment I certify that the above Notice of Meeting was posted in a place convenient to the public, in accordance with Chapter 551 of the Texas government Code, on November 11, 2016 before 5:00 p.m. Approved Approved as to Format Verbal Approval Verbal Approval Maureen Patton Kelly de Schaun Chair, TDAC Park Board Executive Director Verbal Approval Joyce Calver McLean Chair, Park Board of Trustees Please Note Members of the City Council may be attending and participating in the discussion. In accordance with the provisions of the Americans with Disabilities Act (ADA), persons in need of a special accommodation to participate in this proceeding shall, within three (3) days prior to any proceeding, contact the Park Board Administration Office, 601 Tremont, Galveston Texas ( )

3 NAME TOURISM DEVELOPMENT ADVISORY COMMITTEE MEETING DATE: October 18, 2016 ATTENDANCE CONFLICT OF INTEREST AGENDA V. FOR AGAINST ABSTAIN Regular Meeting Minutes September 20, 2016 Maureen Patton, Chair * * John Zendt, Vice Chair * * Patty Rouse * * Claire Reiswerg Absent Diane Olsen * * Mike Pistone * * Steve De Felice * * Rick Galyean * * Jamie Christy * * Will Wright * * Kathy Modzelewski Absent Gina Spagnola * * Jaree Hefner * 2nd * Thayer Evans * 1st * Buzz Elton * * Spencer Priest * * MOTION AGENDA V. Gina Spagnola made a motion to approve September 20, 2016 meeting minutes with the correction on minutes. Buzz Elton second the motion.

4 PAST STUDY IMPLEMENTATION Over the past four years, economic impact, image, perception and transportation studies have been conducted for the Galveston Island CVB. The CVB utilized the findings of this research to guide the development of our annual marketing plan and destination outreach. The studies have influenced marketing messages, story ideas, geographic targets, psychographic segmentation and have been vital to the CVB's ability to develop well-executed marketing strategies. Tourism Economics Conducted annual tourism economic impact studies in 2012, 2013, 2014 and Used this research to illustrate the value of tourism to residents and key stakeholders - Used this research as a key indicator of the health of Galveston s tourism industry - Used this research for potential investors Image/Perception Studies In 2013, the Galveston Island CVB contracted with Corona Insights to conduct a market research phone survey to measure people s knowledge and opinions of Galveston as a vacation destination. The primary goal of the survey was to understand the awareness and image of Galveston among potential tourism visitors living in Houston, Dallas/Ft. Worth, San Antonio, Austin and Beaumont. After the Texas City Y oil spill in 2014, the Galveston Island CVB contracted with MMI to conduct an online market research survey to gauge awareness and perceptions of Galveston as a vacation destination for Texas residents in Houston, Dallas/Ft. Worth, San Antonio, Austin and Beaumont. The primary goal was to understand what Texas residents sought when planning a vacation and how Galveston s amenities compare as a vacation destination. Corona & MMI - Both studies showed high levels of negative perception issues regarding the cleanliness of Galveston's beaches. And, both studies showed that travelers most highly identified Galveston with the beach. - Used this research to develop key messages and guide our approach for how we position Galveston to the media and travelers. The CVB's "the beach is just the beginning" story pitches came out of this research, designed to showcase the island's diversity of offerings and raise awareness about all the historical, family and arts & entertainment attractions found on the island. The approach has been to position Galveston as a fascinating beach town because it does offer so much more than the beach. This angle draws our base of beach-lovers while broadening awareness to draw additional groups of travelers who may otherwise pass on the island due to perceptions about the beaches. Additionally, it provided a unique selling point to differentiate Galveston from Texas beach destinations and other direct competitors. -Used this research to develop an annual targeted beach/environmental education and awareness campaign aimed at helping tourists understand the benefits of seaweed to the coastal environment in an effort to lessen criticism and build tolerance for seaweed as a natural part of Gulf coast beaches. - Used this research to redesign the island s official visitor guide to tell Galveston s story through compelling editorial.

5 - Used the promotion of Galveston Island Pass to showcase the island s diverse attractions and encourage overnight visitation. Corona Insights - Study showed need to improve awareness of Galveston s special events in key drive markets. - Used this research to guide outreach and development of PR campaigns for Mardi Gras and Winter Wonder Island festivities. Both campaigns for the past two years have resulted in widespread national and regional media coverage for the island. - Identified marketing outlets and developed print and digital event calendar listings to promote spring and fall visitation. MMI Study - Study showed high interest (No. 1 reason for leisure travel) among Texans to be visiting historical attractions yet relatively low awareness of Galveston historical attractions and significance. - Used this research to guide a currently running "Historical Galveston" campaign that has already resulted in coverage in Texas Highways, Texas Historical Foundation's The Medallion magazine, upcoming in Southern Living, and more. - Used this research to guide the editorial for the CVB s annual official visitor guide MMI Study - Study showed need and exposure potential in more in-depth targeting of niche media markets. -Used this research to guide PR budget allocation toward smaller niche FAMS. Rather than hosting two large general media FAMs each year, we now do these more frequently, in smaller groups and targeted at specific niche publications and outlets, such as weddings media, meetings and convention media, family travel media, nature/outdoor media, etc. This has been a very successful strategy in drawing media to the island and increasing positive coverage for Galveston as we are able to provide a very targeted experience to journalists specific to their publication needs. Tourism Transportation Study In September of 2014 Knudson, LP along with members of Co-PLAN, LLC, was hired to undertake a Study of the impact of Tourism Transportation on Galveston Island. The purpose of the study was to identify existing traffic congestion issues that impact economic development and community improvement. The study included the role of transportation in supporting economic growth, job creation, and business accessibility and visibility. The study was intended to guide the Park Board and City of Galveston in developing short-term and long-term solutions to congestion, recommend options for intra-island connectivity and the development of an action plan to implement the recommendations. The deliverables included the following: compile available transportation data and display in GIS; identify transportation problems and needs; define goals, objectives, evaluation criteria and performance measures; public and stakeholder involvement; coordinate with all agencies involved; develop multimodal improvement alternatives; prepare plan report and present the final study.

6 Implementation of the short-term recommendations identified in the study will require coordination and partnership among several agencies. Focusing on a three-year window of transportation needs will seek to address the immediate needs, while identifying the overall vision for medium-term and longterm priorities. Based upon the research findings, it is recommended the City take an active role in coordinating planned roadway improvements with TxDOT to address the access and parking needs of existing and prospective major employers. Additionally, it is recommended the City seek to link all modes of transportation with appropriate multimodal opportunities and actively promote transit and other alternatives to vehicular circulation. In an effort to make the City more accessible to residents and visitors and accommodate different transit types, it is recommended the City establish Complete Streets policies and an implementation program to retrofit City streets and avenues. Knudson LP No action to date. The study and recommendations were presented to the Park Board, Intermodal Transportation Committee (ITC) and awaits a presentation to city council.