(Part 1 of 2) LIVE @ Buncombe County Tourism Development Authority (BCTDA) Board Meeting 4/24/19

Buncombe County Tourism Development Authority (BCTDA) Board Meeting Recap – April 24, 2019

On April 24th, the Buncombe County Tourism Development Authority (BCTDA) Board convened for a meeting focused on financial performance, governance updates, and shaping the future of tourism marketing in our region. The meeting included a diverse group of attendees representing organizations like Explore Asheville, the Asheville Regional Airport, and the Buncombe County Regional Sports Commission. This recap summarizes key decisions, discussions, and next steps for residents to understand how these actions will impact our community.

A significant portion of the meeting centered around financial health and strategic planning. The BCTDA reported a strong March, with revenues exceeding expenditures by $289,000 for the month and a year-to-date surplus of over $4.2 million. Room sales were also up, indicating a thriving tourism sector. The board approved several governance resolutions to align with state regulations, designating the President & CEO as the Budget Officer and clarifying the Buncombe County Finance Director’s role. Furthermore, Phase One of the highly anticipated African American Heritage Project was approved, a project that promises to highlight and celebrate an important aspect of our county's history. This phase will involve local experts Dina Bailey and Kimberly Hunter, with a kickoff announcement planned for the Creative Sector Summit in May.

A key discussion revolved around how the BCTDA allocates earned revenue – funds generated from website advertising and reservation system commissions. Currently, this money is distributed through grant applications to festivals and events. The board ultimately approved a shift towards a sponsorship model for larger events, reserving a smaller pool of funds ($10,000) specifically for supporting neighborhood-based events. This change aims to streamline funding and focus resources on attracting major tourism draws, potentially benefiting local businesses and creating a more vibrant event scene.

The meeting also featured an engaging presentation from 360i, the BCTDA’s creative agency. They unveiled two potential campaign concepts: "Let the Spirit Run Free" and "Expect Surprises," both designed to capture Asheville's unique charm. Board members discussed the importance of developing a distinctive voice for our marketing efforts, drawing inspiration from successful campaigns in other destinations. The board’s feedback will guide the final creative direction, with production expected to begin in late May/early June.

What Happens Next?

Several key action items emerged from the meeting:

• The BCTDA will continue refining the new marketing campaign based on board feedback.
• Work continues on the Tourism Management & Investment Plan (TMIP), including establishing and meeting with the newly formed Community Leadership Council.
• The BCTDA will continue to monitor tourism trends and adapt strategies accordingly, particularly with the launch of new non-stop flights to Philadelphia, Dallas/Fort Worth and LaGuardia.

The BCTDA’s focus on financial stability, strategic planning, and innovative marketing positions Buncombe County to continue thriving as a premier destination. These decisions will directly impact the vibrancy of our local economy, support community events, and shape how Asheville is perceived by visitors from around the world. Residents can anticipate seeing the new marketing campaign in action soon, and further updates on the TMIP will be shared as the plan develops.