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AGENDA
COLLEYVILLE CENTER ADVISORY COMMITTEE MEETING
Fiscal Year 2004 - Fourth Quarterly Meeting
Monday, November 15, 2004
5:30 P.M.
For the meeting conducted at the
Colleyville Center
5301 Riverwalk Drive
I. Call to Order
II. Review and Approval of August 23, 2004 Advisory Committee Minutes
III. Review of August 17, 2004 Marketing Subcommittee Minutes
IV. Review and Discussion of Center FY2004 Report - 4th Quarter
V. Marketing Subcommittee Update - Chair Sheryl Black
VI. Adjourn
COLLEYVILLE CENTER ADVISORY COMMITTEE
THIRD QUARTERLY MEETING - FY 2004 AUGUST 23, 2004 MINUTES
Present: Chair Bonnie Carroll, Muriel Havran, Andrew Wayne, Molly Skinner,
Mark Johnson, Sheryl Black, John Gray, Pat Jones, Rob Rutherford,
Shirley Schollmeyer
Deputy City Manager Dianne McWethy, Center Manager Lin Przybyl
Absent: Paul Vigiletti, Louis Miller, Suzanne Harrington, Mary Michaels
Council Liaison Rich Hendler
1. Chair Bonnie Carroll called the meeting to order at 5:30 p.m.
2. Minutes for the May 24, 2004 Advisory Committee Meeting were
approved as read.
3. The Committee reviewed and discussed the Center FY 2004 - 3rd
Quarter Report.
4. The Committee discussed staff proposal to include Sunday Entire
Building or Entire Hall bookings in the same cancellation policy as
Friday or Saturday bookings. The committee members unanimously
voted to accept the proposal. The proposal will be submitted for
consideration by City Council at the September 7, 2004 Council
Meeting.
5. The Committee discussed and unanimously approved the Kitchen
Usage fee proposal to increase the Kitchen Usage fee to $2 per
person for weekend, Entire Building/Entire Hall rentals for non-
resident/standard and local business rate categories. The proposal will
be submitted for consideration by City Council at the September 7,
2004 Council Meeting.
6. The Committee Reviewed the Marketing Subcommittee Minutes of
May 10, 2004.
7. Marketing Subcommittee Chair Sheryl Black reviewed the agenda for
the upcoming open house coffee scheduled for Tuesday, August 24,
2004.
8. Chair Bonnie Carroll adjourned the meeting at 6:14 p.m.
COLLEYVILLE CENTER ADVISORY COMMITTEE
MARKETING SUBCOMMITTEE MEETING MINUTES
AUGUST 17, 2004 6:00 P.M.
COLLEYVILLE CENTER
Present:
Chair Sheryl Black, Andrew Wayne, Mark Johnson
Center Manager Lin Przybyl
Absent:
Advisory Committee Chair Bonnie Carroll
Council Liaison Rich Hendler
1. Chair Sheryl Black called the meeting to order at 6:10 P.M.
2. Minutes for the May 10, 2004 meeting were approved as read.
3. The Subcommittee discussed plans for the August 24, 2004 Open House
Breakfast. Colleyville resident Carol Bice, volunteered her services as
pianist for the event. Video presentations of Center events will run
continuously in the Meeting Room, Grand Hall and Gallery. Breakfast
menu will consist of standard continental set-up. All Advisory Committee
members will be encouraged to attend.
4. Chair Sheryl Black adjourned the meeting at 6:45 P.M.
MEMORANDUM
TO: Bill Lindley, City Manager
QI
FROM: Lin Przybyl, Center Manager If
DATE: November 1, 2004
SUBJECT: Colleyville Center Report - 4th Quarter FY 2004
Background
The purpose of this report is to provide a revenue and event summary for the 4th
quarter of FY 2004.
Issues
The following issues are being considered in marketing and evaluating the
Center services for the 4th Quarter of FY 2004:
1. Meetings
2. Rentals
3. Marketing
4. Customer Service
5. Revenues and Expenditures
These considerations are discussed below:
Meetings
During this quarter of operation, the monthly events range from 49 in July to 54 in
September for a total of 153, which is a 27% decrease in the number of bookings
over the same quarter of FY 2003 when the Center experienced unusually high
bookings due to usage by United Marketstreet. The Local Non-profit category
provided the most usage of the Center with 38% of all usage. City bookings
represented 14% of all usage. The Non-local Social/Business category was 28%
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of all usage for the 4th quarter while the Local Social category represented a
56% increase over the same quarter of FY2003 with 16% of all usage.
Rentals
The Center provided accommodations for seventeen (17) wedding receptions,
and a variety of other social events this quarter including retirement and
anniversary celebrations, graduations, class reunions and memorial services.
A sampling of businesses having meetings at the Center this quarter include,
Lifetime Fitness, Car-Lene Research, Bell Helicopter, JB Financial, Wells Fargo
Bank, Westwood College, ChemCal, Pampered Chef, Mary Kay Cosmetics,
United States Post Office, Edwards Jones, Primary Marketing and American
Pilot's Wives.
Mid-Cities SOS held their annual four-day Art of the Table event in September.
Other local non-profit organizations utilizing the Center for meetings or special
events include: Colleyville Chamber of Commerce, nine (9) neighborhood
homeowner associations, Grapevine-Colleyville Independent School District,
several local churches, Colleyville Woman's Club, Colleyville Lions Club,
Colleyville Garden Club and National Charity League.
The City utilized the Center for 21 events or public meetings this quarter
including the twice-monthly Metroport Meals on Wheels Senior Luncheon and an
appreciation reception honoring City Boards and Commissions members.
The Center continues to attract a variety of clients and events, both within the
City and surrounding metroplex communities.
Marketing
According to the Customer Satisfaction Surveys received, the number one
marketing effort for the Center continues to be "attended other events" or word of
mouth. During this quarter, the majority of rentals were either referrals from
individuals or attendees of previous events. Other information sources for the
Center included catering referrals, bridal advertisements, SWB Yellow Page
listing, internet searches and referrals from Grapevine Convention Center.
In September, Center staff participated with TCCA in an exhibit at the annual
PARTYFEST held at the Dallas Convention Center. This event attracts meeting
planners and event related vendors from North Central Texas.
Advertising efforts for this quarter include print ad and internet accessibility from
DFW Bride and Groom Magazine and DFW Wedding Wishes and Planning
Guide. These sources continue to bring in significant inquiries and rentals,
adding to the visibility of the Center for wedding related events. The Center
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continues internet advertising and receives positive feedback and bookings
utilizing www.theknot.com and www.applauseproductions.com.
The Ultimate Guide, a software program and meeting-planning tool mailed to
hundreds of Metroplex meeting planners and corporations, is an additional
source of advertising for this quarter, as is the Colleyville Chamber newsletter.
The Marketing Subcommittee hosted an Open House Coffee on August 24,
2004. The Marketing Subcommittee will meet on November 8, 2004, to review
the efforts of this marketing strategy. Staff continues to work with the Marketing
Subcommittee to review and update marketing strategy for the Center.
Customer Service
During this quarter, staff received 43 Customer Satisfaction Surveys. Of the 43
surveys, 41 rated the appearance of the facility as excellent. Thirty-nine (39)
rated the staff as excellent. Although the majority of the responses for all
categories were excellent, the overall results are as follows:
1. How would you evaluate the appearance of the Center?
41 - Excellent
2 - Good
2. Were the meeting areas, kitchen and restrooms clean?
39 - Excellent
4 - Good
3. How would you evaluate the service received from the staff?
39 - Excellent
3 - Good
1 - Satisfactory
4. How would you evaluate the table and room set-up?
35 - Excellent
8 - Good
5. Was the parking adequate?
40 - Excellent
2 - Good
1 - Satisfactory
4
6. Were the kitchen amenities adequate in meeting your needs?
30 - Excellent
4 - Good
9 - Not Applicable
7. How would you rate your overall experience?
39 - Excellent
3 - Good
1 - Fair
Of the 43 surveys returned, 20 of those respondents provided written comments.
Forty-two respondents would plan another group event at the Colleyville Center.
Other comments received were as follows:
"Great service. All needs were met very adequately"
"Everyone was readily available to help and responsive - we were very pleased"
"Loved it
'The facility and service is outstanding. We just love the Colleyville Center"
"Everyone shared the Texas hospitality that shines - EVERYTHING was great!"
"Great facility. Colleyville can be proud"
'We received several comments on how nice the Center was - terrific iob!"
"[staff] did an excellent job for us and we appreciate them and their
professionalism very much."
"Did not work with us to meet our needs [...The center needs to ease up on their
rules and regulations on outside events. "staff' was great the night of the
wedding. She was awesome."]
The comments received from customers continue to assist staff in enhancing
service levels at the Center.
5
Revenues and Expenditures
According to the September Monthly Financial Report, the revenue projection for
the FY2004 - 4th Quarter is $41,250. During this quarter, revenues were 20%
percent above projections. Actual revenue from a total of 153 rentals was
$51,475, including catering and administrative fees of $16,366.
Staff has prepared the Expense and Revenue Summary for the period of July
2004 through September 2004. As per the attached summary, expenditures for
this quarter were $97,724 or 1 % less than the same quarter of FY2003. FY 2004
annual expenditures were 2% under budget allocations for the year.
Staff has attached a quarterly summary of revenue and expenditures comparing
FY2003 to FY2004. Annual revenues for FY 2004 reflect a slight decrease of
less than 1 % when compared to FY 2003 revenues. Annual expenditures for FY
2004 reflected a slight increase of less than 1 % over FY 2003. Bookings for the
4th quarter of FY2004 were 153 compared to 210 for the same quarter last year.
FY 2004 Summary
The Center earned an overall 96% Excellence rating for Customer Service and
Satisfaction for FY 2004. Of 167 clients returning the Customer Satisfaction
Survey during this fiscal year, 97% of all clients surveyed rated their overall
experience as "excellent". Ninety-six (96%) percent of all customers surveyed
rated customer service as excellent. This reflects a 2% increase in our customer
satisfaction rating over FY 2003
During FY 2004, the Center hosted 614 bookings, which is 16% less than the
number of bookings for FY 2003. Annual revenues of $195,224. were slightly
less than FY 2003 revenues and 16% above projected revenues. Actual
expenditures for the Center showed an increase of less than 1 % over last year
but remained 2% below projected expenditures and allocations for FY 2004.
Total annual revenues for FY 2004 offset 63% of the Center's annual operating
budget.
During FY 2004, the following revisions were approved and implemented to
policy and fee structure enabling staff to maximize usage and revenues, and
support the marketing objectives of the Center: (1) Extended weekend
cancellation policy to include Sunday (2) Established a premium Kitchen Usage
fee for weekend usage in non-resident rate categories (3) Established policy for
the election and term of Advisory Committee Chair and Vice Chair (4) Approved
implementation of the City wide donation policy.
In May 2004, the Center was awarded the Colleyville Woman's Club Circle of
Hope Grant in the amount of $2,175 for the purchase and installation of lighting
for the entrance bridge at Riverwalk. The project was completed in June 2004.
6
Staff continues to market the Center with an emphasis on business and banquet
trade. Staff continues to work with the Advisory Marketing Subcommittee to plan
and implement innovative marketing strategies.
The continued goal of Center staff is to provide excellent customer service, to
enhance the marketing program, to meet and exceed revenue projections and
operate the department within budget allocations.
If you have any questions or need additional information, please contact me.
Attachments:
Center Quarterly Revenue and Booking by Rate Category
Center Quarterly Revenue and Expenditure Comparison FY 2003 - 2004
Center Annual Expense and Revenue Summary FY 2004
Center Annual Revenue and Expenditure Comparisons FY 1998 - 2004
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QUARTERLY REVENUE AND EXPENDITURE COMPARISONS
$80,000.00
$70,000.00
$60,000.00
$50,000.00
$40,000.00
$30,000.00
$20,000.00
$10,000.00
$-
$120,000.00
$100,000.00
$80,000.00
$60,000.00
$40,000.00
$20,000.00
$-
QUARTERLY REVENUE COMPARISON
FY2003 - FY2004
I 0 FY -2003 . FY -20041
1 ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER
QUARTERLY EXPENDITURE COMPARISON
FY2003-FY2004
1 0 FY -2003 . FY -20041
1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER
*** Actual Revenues and Expenditures obtained from City Monthy Finance Report
QUARTERLY REVENUE AND EXPENDITURE COMPARISONS
$80,000.00
$70,000.00
$60,000.00
$50,000.00
$40,000.00
$30,000.00
$20,000.00
$10,000.00
$-
$120,000.00
$100,000.00
$80,000.00
$60,000.00
$40,000.00
$20,000.00
$-
QUARTERLY REVENUE COMPARISON
FY2003 - FY2004
I 0 FY -2003 . FY -20041
1 ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER
QUARTERLY EXPENDITURE COMPARISON
FY2003-FY2004
I 0 FY -2003 . FY -20041
1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER
*** Actual Revenues and Expenditures obtained from City Monthy Finance Report
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REVENUE AND EXPENDITURE COMPARISONS
FISCAL YEARS 1998 - 2004
$250,000.00
$200,000.00
$150,000.00
$100,000.00
$50,000.00
$0.00
$400,000.00
$300,000.00
$200,000.00
$100,000.00
$-
REVENUE COMPARISON FY 1998 - 2004
FY98 FY99 FYOO FY01
FY 02 FY 03 FY 04
EXPENDITURE COMPARISON FY 1998 - 2004
FY 98 FY 99 FY 00 FY 01 FY 02 FY 03 FY 04