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Home My WebLink AboutColleyville Center-Agenda Packets-5/23/2011PUBLIC MEETING COLLEYVILLE CENTER ADVISORY COMMITTEE MEETING FISCAL YEAR 2011 — SECOND QUARTER MONDAY, MAY 23, 2011 5:30 P.M. For the meeting conducted at Colleyville Center 5301 Riverwalk Drive I. Call to Order II. Review and Approval of February 21, 2011 Advisory Committee Minutes I I I. Review and Discussion of Center FY 2011 Report — Second Quarter IV. Review of the City Council Marketing Presentation V. Consideration of the Annual Fee Review Process VI. Adjourn I hereby certify the above agenda was posted on the bulletin board at City Hall on Thursday, May 19, 2011 by 5:00 p.m. Lin Przybyl Colleyville Center Manager COLLEYVILLE CENTER ADVISORY COMMITTEE FY 2011 FIRST QUARTER FEBRUARY 21, 2011 MINUTES Present: Chair Mark Johnson, Karen Birkes, John Bullock, Linda Creed, John Gray, Suzanne Harrington, Joyce Hammill, Louis Miller, Fred Mills, Connie Nichols, Tom Westerman and Paul Vigiletti Assistant City Manager Terry Leake, Center Manager Lin Przybyl, Center Coordinator Marilyn Gilbert and Center Building Assistant, Tim Hightshoe Absent: Deena Dendy and Mary Smith 1. Meeting called to order at 5:30 pm by Chair Mark Johnson 2. Minutes from FY 2010 Fourth Quarter meeting were reviewed and approved as written. 3. Committee members discussed outsourcing of the website, marketing of the website and target cost recovery for the Center. It was discussed that one way to increase cost recovery is to increase rental fees for non-profit and residents. The last significant fee increase in those categories became effective in FY 2001-2002. 4. Mark Johnson was unanimously re-elected as Chairman of the Advisory Committee. Louis Miller was unanimously re-elected as Vice Chairman of the Advisory Committee. 5. The Committee conducted a brainstorming session to generate suggestions for maximizing the Colleyville Center's marketing plan. The following suggestions will be evaluated for their feasibility, return on investment and available resources required to implement: a. Charge Colleyville vendors a referral fee for sending clients to their business. b. Increase our Social media presence — Facebook, blogs, etc. c. Prepare a YouTube video or online post d. Contact "Friends of DFW" to advertise in their media e. Contact Tarrant County College broadcast students to prepare a video as part of class project f. Encourage photographers working Center events to share pictures of events at Center g. Seek photographers that would donate photos of the Center for office and meeting room walls. h. Solicit to administrative assistants and HR Departments to attract corporate businesses i. Contract with Groupon for a discounted rate j. Coordinate discounts for clients using Colleyville businesses for their events k. Advertise in more Dallas-Fort Worth meeting planners publications I. Increase attendance at Colleyville Chamber networking events m. Meet with a successful local meeting planner for advice n. Advertise in more bridal magazines - Fort Worth Bridal magazine o. Advertise in the M-pact Newspaper p. Offer a package for brides of 12 local vendors for a flat fee q. Combine Economic Development funding to attract medical/legal businesses r. Solicit to the retiremenUinvestment marketers who host retirement seminars s. Prepare a separate brochure for the corporate market t. Promote Colleyville Center during an NCL meeting 6. Meeting adjourned at 7:00 pm. 2 �C3 EYV�I LLE � � Colleyville Center Second Quarter Summary — FY 2011 The purpose of this report is to provide a revenue and event summary of Colleyville Center operations for the period of January 1 through March 31, 2011. The following issues are being considered in evaluating the Center services for this quarter: • Meetings — Bookings and Events • Marketing • Customer Service • Revenues and Expenditures • Summary MEETINGS — BOOKINGS AND EVENTS During this quarter of operation the Center held a total of 113 events which is the same number of events held in the Second Quarter of FY 2010. REVENUE AND BOOKING BY CLIENT CATEGORY - SECOND QUARTER FY 2011 Rate category Local Social Local Business Local Non-Profit Non-Local/Standard Catering Fees Ancillary/ Admin Fees City Usage �� s��,$��t�� 3-1[.]R Mt'i'Ci31�5 Wi"c{.d�n�� E1r�idal 5oci �I & Fundraisin� Ci�ic Dr[; ini[atiuii9 g41'sICIC•SS Mt?[�[Ill&$ % of % of Revenue Bookings Contribution 8% 4% 1% 2% 17% 49% 36% 36% 15% 220� 0% 9% Quarterly Reven ue I�yliate Categary Sumrnaty Local Local Ancillary Social Business 221 8� �� Non-Profii f, f�— - �� -„�r 17% 3 I�.,>�' � . Catering `� 15% ; �. Ciiy Standartl! 0 % Non-Local 3R°! 113 EVENTS BY TYPE - FIRST QUARTER FY 2011 n s in 1s zo as 3o as MARKETING The number one marketing effort for the Center continues to be personal and networking referrals. During this quarter the referrals came from residents, caterers and attendees of previous events. Other marketing resources 3 were internet based or print advertising. These resources included wedding magazines, newspaper ads, business and social meeting planning guides. In January staff sponsored a booth at the annual Partyfest trade show in Dallas with successful results. In an effort to promote our local event-related businesses the Center included marketing material from businesses that chose to participate. The affects of the opening of several new local venues over the past year continue to present a competitive marketing challenge for the Center. The Colleyville Center Advisory Committee continues to evaluate marketing plan at each quarterly meeting offering suggestions for strategies for staff consideration and feasibility. Marketing for FY 2011 second quarter included: • Bridal websites; The Knot, WeddingWire, Martha Stewart, including all affiliate sites • Bride and Groom Magazine Winter 2011 issue plus four months of website placement. • Business Meetings and More Fall/Winter issue - exposure to corporate meeting planners • Ft. Worth Business Press listing • City publications: Parks brochure, utility newsletter and website • Colleyville Chamber Publication and staff networking through business and professional organizations • Internet and web based advertisements • Displayed at Partyfest showcasing Colleyville event-based businesses • Established a Facebook Fan Page CUSTOMER SERVICE During this quarter staff received 30 Customer Satisfaction Surveys. Categories rate the appearance and cleanliness of the Center, service from staff, room set-up, kitchen facilities, parking amenities and overall experience. Of the 21 customers returning surveys, all would plan another event at the Colleyville Center. The overall results are as follows: QUARTERLY CUSTOMER SATISFACTION SURVEY Category Excellent Good Satisf Fair Unsatisf N/A Appearance of Center 30 Clean Facilities 30 Service from Staff 29 1 Room Set up 30 Adequate Parking 28 2 Kitchen Amenities 27 1 3 Overall Experience 30 Of the 30 respondents 21 wrote comments on their surveys regarding customer service and the newly renovated space. The Advisory Committee has requested that all comments be shown on the quarterly reports. The comments received from customers continue to assist staff in enhancing service levels at the Center. All written comments follow: • "Noise from adjacent room became a problem...will request a microphone next time." • "What a wonderful staff — helpful and fun. What a great experience!" • "Staff was more than helpful and accommodating!" • "Excellent, easy, clean facility" • "The staff today was so helpful with all the small and big things that came up — and did it with a smile" • "Great! You treated us first class in a first-class facility. Thank you." • "Great staff — everything was great as always and staff was wonderful to work with." • "�staffJ on 15` night and (staff] on 2"d night were excellent but (Manager] was rude"(client further elaborated on her dissatisfaction with (Manager]. Manager followed up with a phone call to client. • "Thank you all very much for the use of the CV Center this week for our Awards eanquet and Chief's luncheon. You did an outstanding job of accommodating us and we received numerous positive comments on both occasions regarding the facility." • "Everything has been perfect — thank you!" • "�staff] was awesome to work with — thank you!" • "Everything was great, your staff as always was wonderful to work with." 0 • "Excellent staff" • "Thanks for a very pleasant afternoon." • "Everyone is excellent to work with!" • "Absolutely outstanding! Thank you". • "eeautiful facility...enjoyed it very much!" • "Staff very friendly and accommodating!" • "Wonderful once again. We used the projection/audio system this time. It was great! • "Thank you for everything. You all were wonderful. Vou made each meeting a peaceful experience. You are great at what you do. You have been a blessing to me and our wedding." • "As usual the Center was beautiful. Your staff did a great job! 1 marked you "Excellent" in every category." REVENUES AND EXPENDITURES — First Quarter: January 1— March 31, 2011 • Quarterly Revenues (Actual) - $52,112 • Quarterly City-sponsored bookings valued at $3,680* • Quarterly Expenditures (Actual) - $70,426 • Quarterly Operating Cost Recovery - 74% - does not include value of city-sponsored events* The following chart is based on actual receipts from the City Finance Department's Monthly Report: Oct Nov Dec Jan Feb Mar REVENUES $22,768 $15,679 $17, 007 $16, 805 $16,297 $19, 010 EXPENDITURES $17,969 $27,366 $41,226 $23,931 $20,428 $26,067 Total YTD $107,566 $156,987 $45,000 $40,000 $35,000 $30,000 $2s,000 $20,000 $15,000 $10,000 $5,000 $0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep SUMMARY • During this quarter of operation the Center held a total of 113 events reflecting no increase in the number of events held during the same quarter of FY 2010 • Quarterly revenues of $52,112 reflect a 7% increase when compared to FY 2010 second quarter revenues. • Quarterly expenditures for the Center reflect a 2%o decrease when compared to FY 2010 and remain below projected expenditures and allocations for FY 2011 • Year to date revenues reflect a 16% increase over mid-year revenues from FY 2010 • Cost recovery for FY 2011 second quarter is 74% • Customer satisfaction remains at a high level with 99% of survey respondents reporting "Excellent" or "Good" customer satisfaction and 100% reporting their overall experience as "Excellent". • Staff continues to market the Center with an emphasis on weekday business rentals and the bridal market. Staff will review the marketing strategies with the Advisory Committee on a quarterly basis and continue to implement updated marketing strategies and review innovative ideas. The continued goal of Center staff is to provide excellent customer service, enhance the marketing program, meet and exceed revenue projections and operate the department within budget allocations. Please contact me if you have any questions or need additional information. Attachments: Memorandum - May 18, 2011 - Update on the Colleyville Marketing Presentation and Fee Review Process 5 MEMORANDUM To: Colleyville Center Advisory Committee Members From: Lin Przybyl, Colleyville Center Manager Date: May 18, 2011 Subject: Update on the Colleyville Marketing Presentation and Fee Review The following Marketing Presentation was presented to City Council at the April 5, 2011 Pre- council meeting. As a result City Council requested that staff provide additional information on the Center's current occupancy rates, benchmarked cost recovery and best marketing for the Center's return on investment. Staff will be updating City Council in July once we have processed our benchmarking numbers and reviewed our current fee schedules for annual adjustments. The last rental fee adjustment to Resident or Non-Profit rate categories was in FY 2001-2002. Staff anticipates restructuring the fee schedule in addition to implementing fees for the new audio visual equipment. Staff requests Advisory Committee participation in this fee review process which will take place in June. Staff recommends the Advisory Committee assign a subcommittee to assist staff with the review process. 6 � �.C.� �� a�ll`;.� � File Number: Version: 1 City of Colleyville Agenda Briefing File Type: Pre Council Agenda Date: 04/05/2011 City Hall 100 Main Street Colleyville, Texas 76034 817. 503.1000 www.colleyville.com Status: Filed Controlling Body: City Council Requester: Colleyville Center Agenda No.: PC-1 Final Action: 04/05/2011 File Name: Presentation of the Colleyville Center Fiscal Year 2011 (FY 2011) Marketing Plan Attachments: PC-1.pdf • Colleyville Center Marketing Presentation.pdf History of Legislative File Version: Date: Acting Body: 1 04/05/2011 City Council Action Text: Title Presentation of the Colleyville Center Fiscal Year 2011 (FY 2011) Marketing Plan Explanation At the request of Councilmember Muhm, this item is presented to update City Council on the Fiscal Year (FY 2011) Marketing Plan for Colleyville Center. In 2002, the Colleyville Center Marketing Subcommittee, a subcommittee of the Colleyville Center Advisory Committee, was established to assist Center staff with the evaluation and direction of current and future marketing strategies. The subcommittee developed a workplan, which is reviewed and amended annually by the Colleyville Center Advisory Committee. Staff reports current marketing strategies to the Colleyville Center Advisory Committee on a quarterly basis, and annually solicits input from the Committee on direction and new initiatives to reach the target market and achieve the Center's goals. FY 2011 Marketing Goals and Objectives 1. Provide awareness and increase name recognition 2. Provide a quality community amenity for citizens and civic organizations 3. Maximize revenues, generating cost recovery in excess of industry standards 4. Maximize outreach and provide economic synergy for local businesses FY 2011 Target Markets with Demographics and Geographics 1. Local Market - Anyone residing within Colleyville and expanding to surrounding cities 2. Bridal Market - targeting 18 to 30 year old females within DFW metroplex 3. Corporate Market - targeting administrative staff within DFW metroplex City of Colleyville Page 1 Printed on 4/26/2011 Agenda Briefing Continued In forecasting future marketing strategies, staff reviews the current market behaviors and trends with consideration of the following: • Current booking levels and event types • Revenues and cost recovery . Current programs and return on investment • Resources required to manage programs • Benchmarks of similar municipal facilities and competing local venues From this information, staff develops a strategy that aligns with both the Center's mission and City Council's Strategic Plan. This strategy must also align with the Center's limited marketing budget of $6,516 and available staff resources. Staff determines the most effective use of funds and methods of marketing in today's environment for the target businesses that are being sought for attraction. In the most recent International Association of Assembly Manager's survey, the average dollar spent on marketing per facility square foot is $1.83. Colleyville Center's FY 2011 marketing budget is $6,516, or less than 55 cents per facility square foot. In preparation for annual budget planning, the Advisory Committee reviewed and discussed the FY 2012 marketing strategies at their quarterly meeting on November 15, 2010 and again on February 21, 2011. Primary take-aways from these sessions include, but are not limited to the following: 1. Expand the Center's online and social networking presence 2. Partner with local businesses to increase economic impact through events 3. Other suggestions for research and future consideration: a) host a specialty outreach event that would target corporate administrative assistants b) offer a one-time discount rate to attract corporate bookings c) design a separate marketing brochure targeting only the corporate market. The Center recently established a Facebook fan page and the update of the web site is scheduled to be completed by May 2011. Staff has also contracted for a promotional video and is considering other multi-media presentations for both business and bridal markets. To increase partnership opportunities with local businesses, staff is now tracking all vendors who service Colleyville Center customers. Bridal customers are provided with a list of event related local businesses, including contact information. In January 2011, staff invited these local businesses to include their marketing material for distribution at the Colleyville Center booth at Partyfest. Partyfest is a trade show for meeting and event planners held annually in Dallas with over 1,500 attendees. The success of The Piazza in the Village has also provided opportunities for the Center to host receptions with the wedding ceremonies held at the Piazza chapel. Several of those receptions have exclusively used Colleyville businesses to service their reception. Local businesses that may service a reception include: chapel rental, caterer, wedding planner, florist, bakery, disc jockey, photographer, videographer, and decorator. There are also opportunities in Colleyville to purchase a wedding gown, go to a spa and host a rehearsal dinner. A single wedding event would have the opportunity to generate as much as $30,000 City of Colleyville Page 2 Printed on 4/26/2011 Agenda Briefing Continued in direct economic impact. Hospitality Industry standards also include a multiplier to predict indirect economic impact, which estimates the number of times that direct dollar turns over in the local marketplace. While the Center has found a niche in the bridal market, the Center does not offer services such as catering, linens and staffing that truly compete with top bridal venues. Colleyville Center appeals to the DIY (Do-It-Yourself) bride who customizes her event according to her budget and choice of vendors. According to recent bridal industry figures, the average wedding costs $20,000 to $30,000, not including the honeymoon or engagement ring. The Center's bridal business reflects approximately 14 percent of all bookings and contributes more than 50 percent of all Center revenues. During FY 2010 when the Center began experiencing a decrease in bridal bookings, staff reallocated the marketing budget by expanding online advertising with an upgrade to the Wedding Wire Network, one of the fastest growing networks for brides. Bridal web sites are proven performers in attracting the 18 to 30 year-old target market and they offer a variety of upgrades for customers such as added photos, featured placement, lead lists and phone apps. Upgrades on Wedding Wire can range from $50 to $100 a month. Social networking sites such as Facebook are also prime vehicles for capturing this demographic. New for the Center this year, is participation in the Star-Telegram Bridal Show to be held in August at the Gaylord Texan Convention Center. Bridal shows are typically beyond the Center's limited resources; however, the Center has partnered with the Economic Development Department to share the cost and labor for the show. As with all marketing initiatives, staff will track leads and ROI from this show, and evaluate its effectiveness for future participation. The corporate or small meeting market is more difficult to attract due to the Colleyville Center's limited size and breakout space required for the majority of offsite corporate meetings. This target market tends to find the Center through referrals from other meeting venues, caterers or word-of-mouth. The Colleyville Center appeals to a corporate meeting of less than 100 attendees for a single day, single room event. The Colleyville Center has managed to retain many of these corporate events through the years by providing comparative low cost, flexibility, a high level of customer service, and attention that their size would not garner at a larger full-service venue. The recent addition of upgraded audio/visual amenities has been helpful in retaining this customer base. When adopting a strategic marketing plan, staff focuses on City Council goals and the Center's mission. Ultimately, as dictated by the Center's fee structure and history, the Center is a community amenity much like the library, Senior Center or parks programs. The Colleyville Center's fee structure allows Colleyville residents, businesses and non-profit organizations to use the Center at a significantly discounted rate. Colleyville citizens and non-profit organizations initially raised more than $350,000 in funding to build the "Colleyville Community Center", as it was originally known, and as it was originally intended to be used. Several Colleyville civic organizations continue to support the Colleyville Center with grants for capital purchases. The City also holds public and departmental meetings at the Colleyville Center without charge. City of Colleyville Page 3 Printed on 4/26/2011 Agenda Briefing Continued Civic and convention centers do not fit the typical business model when it comes to cost recovery. Municipally-owned public meeting facilities are usually subsidized by either General Fund dollars or hotel/restaurant sales tax, and are not designed as profit centers, but rather as a loss-leader for economic impact. Community centers are designed to be more of a community amenity. The Colleyville Center is unique in that it functions as both an economic driver and community amenity for citizens. City of Colleyville Page 4 Printed on 4/26/2011 M a rket i n U d ate J p FY 2 011 Goals and Objectives • Provide awareness and increase name N recogn ition • Providea qualitycommunityamenityfor citizens and civic organizations • Maximize revenues and generate cost recovery in excess of industry standards • Maximize outreach and provide economic synergy for local businesses FY 2011-2012 Target Market Demographics and Geographics Target Market Demographics Geographics Local All Colleyville and Community surrounding cities Bridal 18 — 30 year old DFW Metroplex Female Corporate Administrative DFW Metroplex Small Meetings Staff FY 2011 ADVERTISING BUDGET DISTRIBUTION BY TARGET MARKET $6,516 WEEKDAY BUSINESS - CONFERENCE $6,516 ADVERTISI NG BU DG ET DISTRI BUTION BUSINESS MEETINGS & ____ MORE PARTYFEST WEDDING WIRE INTERN PRI NT ADS THE KNOT INTERNET PROM�TI�QNAL -�. __- ----- �}`�, BRIDE AND G ROO M MAGAZINE LESS $$$ - MORE STAFF RESOU RCES • Networking, personal contacts, event attendees • City and Chamber publications • Social Media, Website, Internet searches • No cost web sites listings — Eventective, Cvents � � � p � �� 0 � �� 0 � � `��1...� Ll � �' �l=i� l�i� 1�i� lJ'��' � � � � ` � � ;� , � , � � � � �� , � Wor o Mout - Re erra s Bri I W i Li in a e S te st s g P r Tr h w a t est a e S o v �° o � D � �°� �a �� PRI NT ADVERTISI NG - eusiness Meetings & More DFVI/ Bride and Groom magazine — provides presence in both target markets N ETWORKI NG TRADESHOW- Booth at Partyfest created a strategic alignment with vendors who provide the best word-of-mouth referrals PROMOTIONAL PRODUCTS - Branding to keep us top-of-mind and a potential client take away • FY 2� 12 Em, s I as s Facebook Managing online extras — Bridal s ites Partnering with local businesses and attracting economic impact � Edik View Favorikes Tools Help v Converk -�"" -` Sele�t y`-� Favorites _. i Goo le 3�F'�l Dallas-Fork Workh TV 2�l Dallas-Fork Workh TV � � �� y� ,_; " g() () 0 Letkers of Re�ommendakion w Google {2) booking,�om hotel L'An�ora,,,, a�. Ikaly Ikinerary The PerFe�k T,,, _�' htkp--wwu o�' � ',� Colleyville Center ► � Google ► i fa�ebook - Google Sear�h '�� ' � , � Page - �� j� i �� 4 � .i�, � � � I� w a 5 ,_��_� � °,�__ � C�Iley►�ille Center �=� ��k� Wall InfQ Phatos Dis�cussi�am� Colleyville �en�er + ptl�ers r�,�r,�.tftf��r�, ��„��-�,• 1��, � w� � .: �� ♦ � Receptians � � r7 ��e•r p I-i o t,� s � h•larcf� 2 at 9:55pm Sfiare �v1ley�uille Ceiite�• � � � ; � � 4 �� Infcsrrn a kion Ri��iitia�.c PW1ar=tntinc. aitiri Firt�rn ]ust O�hers �� Y� i.�� 5 I � r,� � I M. � �� I ��'�', 6 �� • � ,•., � �` ;�. '"' ;. f � '" *. ��: •�.,� �. ~�, . ° C��1C�C� �C� OM �C�C�� Actual FY 2011 First Quarter Revenues by Rate Category Ancillary - �6% Cate"ring --� 16 % - ---- Local Social Local 8/ Business ------------------_ - --5� Non-Profit ... i �.,,, .;-_--- _--. - ,9 % .- - ___. __ _ _ _ ,. ��- Standard / Non-Local —_� ------------------------------------- 46 % _. City _ ----- 0% -- --------- - Cost Recove r v 2008 — Consultants Weinstein , Clower and Associates Broad Market Assessment and Financial Analysis Projected cost recovery for 10 years FY 2011— 64 °o �� FY 2018 — 67°0 FY 2010 actual cost recovery — 57% FY 2011 first quarter cost recovery — 64% Standard Economic ImpactAnalysis Model Traces Flow of Money • COLLEYVILLE CENTER — hosts events • BUSINESSES — supplying goods and services for eve nts • HOUSEHOLDS—earningincome byworkingat or supporting businesses • GOVERNMENT— through taxes and charges on customer, businesses and households 60 + Event-Related Colleyville Businesses Spa's and Salons Wine and Spirits Wedding Attire Wedding and Event Planners Venues100+ Restaurants with Private Dining Photographers Florists Bakeries and Caterers 0 2 4 6 8 10 12 � T r _ _ ',• 4 ' �J �t.. # � � �-- � . � � _ f f � ,. • �� y �7. _.. , ;� -� y , ,"is ' ;.�,�—'_ P ,'k . �� '�� "f� + ' . ��' � - � �, .�: � � � _ r � � . � , `� , , ',;,.. � _-_ �1� �, , ,�, :r , �, � r�r � � M � "� ' �` `-�ie a �° , ,� "" � _ A' � �.� I i '" ,,� � •� ` - - , � �: ��... � � . .�. � �' r f � ` � , � • - 1 f_• . �(' , . . � I .� _ A }t ' � � � � � .' 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