the dallas convention & visitors bureau

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VISITDALLAS MARKETING COMMITTEE MEETING MINUTES OF April 4, 2018 Members Present: Darren Grubb (Chair) Amber Bufkin Wes Caywood Jessica Christopherson Robbie Douglas

Mia Meacham Sharon McCloskey Diane Morefield Millerann Moya Decima Mullen

Shalissa Perry Diane Pfaff Tina Young

Members Absent: Ryan Callison Kimberly Foster Mike Patel

Chris Pilavakis Harold Queisser Mike Richman

Jim Rodriquez Kavin Schieferdecker Monty White

Guest Kryslyn Burkes

Bruce MacMillan

Staff Present: Paola Arias Diana Alvarez Brenda Bond Nikki Dukowitz

Stephanie Faulk Zane Harrington Daniel Horsch Frank Librio

I.

Marina Malamis-Rowland Nick Totin Ashley Turner

Call to Order/Welcome & Introductions Darren Grubb called the regular meeting of the Marketing Committee to order at 11:45 am. Mr. Grubb. The meeting was held in the boardroom of VisitDallas.

II.

Approval of Minutes The minutes of the January 10, 2018 committee meeting were approved as read.

III.

Introduction to Visit DFW Frank Librio shared the goals of the regional committee by inviting other entities. Mr. Librio then introduced our guest presenter for the meeting, Mr. Bruce MacMillan with Visit DFW sharing the collaborative efforts of his organization.

IV.

Visit DFW Overview Bruce MacMillan shared an overview of the new Visit DFW which launched in February of 2017, previously known as DFWATC, Dallas Fort Worth Area Tourism Council.

MARKETING COMMITTEE MINUTES OF JANUARY 10, 2018

Mr. MacMillan shared 147,000 people moved to the area in 2017. As one of the fastest growing areas in the country, it was apparent that it would require a collaborative effort, regions sharing content and supporting the key strategies. The reboot activated a new governance and management structure focused on delivering value and results for investing stakeholders. A new identity was established and a new role defined in the DFW tourism ecosystem. The organization created and published 260 compelling stories for visitors about the DFW area. Deployed a dynamic multi-channel digital marketing plan. Expanded social media engagement network from 8.3k to 20k followers. Activated a 2018 Business Plan with core objectives, first increasing visitor engagement, and second stakeholder participation. These objectives included robust content focused on compelling events, exploring ways to engage large groups, developing and distributing new image-driven videos and expanding influencer marketing activities. Next the program offered robust content initiatives, which included a series of regional guides outlining visitor itineraries, DFW Trail Guides. With so much territory to explore, it was important to offer an easy way for visitors to find that unique experience connecting their own passions and curiosities. Stakeholder engagement included a new regional industry newsletter and the final step, tracking VisitDFW’s performance. V. Regional Project Discussion/ Revised Timeline Kryslyn Burkes of Tracy Locke Agency reviewed the details of the previously proposed project, a regional video. Ms. Burkes shared this was to be a collaborative effort to mix attractions, venues, highlights across the area showcasing all regions for the visitor and for business relocation as well as talent recruitment - in one place.

VI. New and Unfinished Business With no further business to discuss, the meeting adjourned at 1:15 pm.

_________________________________ Brenda Bond

April 4, 2018