the dallas convention & visitors bureau

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VISITDALLAS MARKETING COMMITTEE MEETING MINUTES OF OCTOBER 4, 2017 Members Present: Darlene Ellison (Chair) Ayona Anderson Cary Brousard Amber Bufkin Wes Caywood

Marcela Ceccacci Robbie Douglas Melanie Ferguson Michael Grant Marty Martinez

Mark Masepohl Sharon McCloskey Mike Richman Kavin Schieferdecker Tina Young

Members Absent: John Ackerman Dean Fearing Sonny Garcia

Anthony Miller Harold Queisser Shane Spillers

Jan True Tony Vetta

Staff Present: Paola Arias Diana Alvarez Brenda Bond Nikki Dukowitz

Stephanie Faulk Zane Harrington Daniel Horsch Frank Librio

Marina Malamis-Rowland Gary Sanchez Nick Totin Ashley Turner

I.

Call to Order/Welcome & Introductions Darlene Ellison called the regular meeting of the Marketing Committee to order at 11:40 am. Ms. Ellison announced she would be leaving the Board of Directors after this term, and no longer would serve as the Marketing Committee Chair. Frank Librio thanked Ms. Ellison for her service and all members for serving this year and asked if they had an interest in serving again, to please let us know. The meeting was held in the boardroom of VisitDallas.

II.

Approval of Minutes The minutes of July 10, 2017 were approved as read.

III.

Marketing Updates Local Campaign – Updates Frank Librio lead the committee meeting with a power point presentation, introducing our visitor, Snap Chat Specialist, Andy Burgess, in town working with the digital team who spoke briefly to the group about his visit, and shared video of his time spent around the city. Mr. Librio briefly shared slides reviewing the past four years marketing strategy. He stated that the previous plan had been to bring awareness and focus on engaging the locals in the campaign through the B&G campaign. Moving forward, new conversation, new plan, incorporating friends and family.

MARKETING COMMITTEE MINUTES OF OCTOBER 4, 2017

Dallas Big Moments Campaign The Dallas BIG Moments campaign was developed to create ambassadors at a local level by inspiring DFW area residents to rediscover all the wonderful sights, sounds and events that make Dallas a premier destination. Events centered on community service, appearances by Phillip Jones such as Good Morning Texas, the first of the permanent B&Gs rolled out in four neighborhoods, Phase IV installments slated for early 2018. Launched the new hashtag, staged a local’s contest on Instagram, added more BIG Moments content to the website, brought in local blogger influencers, invested in friendships, and met quarterly goals. Launched a digital hotel campaign in summer of 2017 to help drive bookings to Dallas are hotels during a typically slow period in July through the end of August. State Fair activation, Big Tex Choice Awards sponsor again this year, opening day sponsor, for the first time ever, VisitDallas entered a float in the parade, many promos were handed out to parade viewers, and at the gates for those opening day fair goers. Influencers created content on their social feeds, and incorporated special giveaways for their fans to bring awareness and improve engagement. Sponsor of Riverfront Jazz Festival at the Texas Horse Park with Curtis King, Erykah Badu, headliner from Dallas, resulted in a fabulous turnout. Neighborhood Videos VisitDallas Social Media team is working on eleven neighborhood videos in total and one trailer, to be completed in November, all will be available on the landing page of the website for viewing and shared throughout social media. Each will include a restaurant, arts & Culture highlights and more. Mr. Librio shared to date the contents of Deep Ellum, it’s history, reputation, attractions, music, attractions, art, dining, a visit to the Traveling Man, an interview with the artist and the story of Pecan Lodge, famous for its barbecue. The EDGE of Texas A new event by Texas Monthly, presented by VisitDallas, Meet Me at the Edge on November 10th and 11th. The Edge of Texas is Texas Monthly’s weekendlong celebration of people, ideas, and subjects shaping the future of Texas and the world. Starting with Fashion Industry Gallery event on Friday night, presentations at the Joule and The Eye throughout Saturday and closing with a celebration of the re-opening of the LongHorn Ballroom where Sarah Jaffe and ShinyRibs will take the stage. Many great chefs will showcase their talents along with local artists, editors will dive into discussions exploring topics as varied as the Texas landscape, and much more. VisitDallas has committed to work with Texas Monthly for three years on this project.

MARKETING COMMITTEE MINUTES OF OCTOBER 4, 2017

Mixology Contest Shaken, not Stirred will make its debut sponsored by VisitDallas, partnering with Crowd Source & Savor, on December 2nd at the newly renovated grand hotel, the Statler, and we will brand the winning mixology from the event, and the winner goes home with a nice trophy of the event. Big D Holiday We kick off the holiday again this year with the first of three segments, capturing all the holiday events such as the AT&T Performing Arts showing of the Nutcracker presented by the Texas Ballet. The strategy this year, utilize the “Capture, Connect, Commit” path-to-purchase strategy to maximize results. Ensure the three programs of the 2017 holiday media plan work together to create awareness and educate consumers on the holiday offerings and events. Provide incentives/competitive hotel room offers, making it easier for the consumer to commit to events. IV. Discussion In closing Frank Librio invited any discussion and mentioned possible upcoming events, which include VisitDallas Safety Segment Campaign partnering with the Dallas Policy Department, linking to our website. He also gave some insight to what you could expect at the annual meeting on November 16th, with guest speaker Joe Straus, hero to Texas economy and Texas Tourism. And finally closed by sharing a copy of the Texas Monthly back page “Thank You” note to Dallas after the tragic events earlier this fall. V. New and Unfinished Business With no further business to discuss, the meeting adjourned at 12:30 pm.

_________________________________ Brenda Bond

October 4, 2017