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HomeMy WebLinkAboutColleyville Center-Agenda Packets-2/21/20111 PUBLIC MEETING COLLEYVILLE CENTER ADVISORY COMMITTEE MEETING FISCAL YEAR 2011 – FIRST QUARTER MONDAY, FEBRUARY 21, 2011 5:30 P.M. For the meeting conducted at Colleyville Center 5301 Riverwalk Drive I. Introduction of Newly Appointed and Outgoing Center Advisory Committee Members II. Review and Approval of November 15, 2010 Center Advisory Committee Minutes III. Review and Discussion of Center FY 2011 Quarterly Report – First Quarter IV. Appointment of Colleyville Center Advisory Chair and Vice Chair V. Review and Discussion of Center FY 2011 Marketing Plan Worksheet VI. Adjourn _____________________________________________________________________________ I hereby certify the above agenda was posted on the bulletin board at City Hall on Thursday, February 18, 2011 by 12:00 p.m. Lin Przybyl Colleyville Center Manager 2 COLLEYVILLE CENTER ADVISORY COMMITTEE FY 2010 FOURTH QUARTER NOVEMBER 15, 2010 MINUTES Present: Committee Members - Chair Mark Johnson, Karen Birkes, Linda Creed, Jan Fisher, John Gray, Suzanne Harrington, Fred Mills, Connie Nichols and Paul Vigiletti Assistant City Manager Terry Leake, Center Manager Lin Przybyl and Center Coordinator Marilyn Gilbert Absent: Jon Bullock, Deena Dendy, Louis Miller, Mary Smith and Tom Westerman 1. Meeting was called to order at 5:40 pm by Chair Mark Johnson 2. The minutes from the third quarter meeting were reviewed and approved as written. 3. Chair Mark Johnson reminded Committee members that those with terms ending in December 2010 needed to submit application for City Council review if they wished to continue to serve. 4. Staff reviewed the FY 2010 Fourth Quarter Report. Staff noted the six-week construction closure significantly impacted revenue for the fourth quarter. Committee members requested that Customer Satisfaction Survey comments be added to the quarterly reports. Several committee members requested that lines on the line graph be formatted in a design instead of a different color so as to be legible when printed in black and white. 5. The FY 2011 marketing plan was reviewed and approved. Staff advised the committee of plans to partner with the City’s Economic Development Department on the Gaylord Star Telegram Bridal Show and Partyfest. Staff discussed partnering with local businesses that service or benefit from Center events. A discussion regarding the update of the Center’s marketing brochure followed. Committee members made recommendations regarding photos and wording revisions. 6. Meeting was adjourned at 6:45 pm. 3 Colleyville Center First 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 October 1 through December 31, 2010. 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 103 events reflecting a 3% increase in events over the same quarter of FY 2010. REVENUE AND BOOKING BY CLIENT CATEGORY - FIRST QUARTER FY 2011 % of % of Rate category Revenue Bookings Contribution City Usage 0.0% 10% 103 EVENTS BY TYPE - FIRST QUARTER FY 2011 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 were internet based or print advertising. These resources included wedding magazines, newspaper ads, business and social meeting planning guides. Additional marketing coinciding with the renovation and grand opening event Local Social 8% 8% Local Business 5% 10% Local Non-Profit 8% 31% Non-Local/Standard 46% 40% Catering Fees 17% Ancillary/ Admin Fees 16% 4 increased exposure for the Center. The affects of the opening of several new local venues over the past year continue to present a competitive marketing challenge for the Center. At the November 15, 2010 meeting, the Colleyville Center Advisory Committee reviewed and approved the current year marketing plan establishing new strategies for the coming year. During the first quarter staff updated the marketing collateral to coincide with the completion of the renovation and open house event. Marketing for the first quarter included: • 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 • City publications: Parks brochure, utility newsletter, website, blog and twitter • Colleyville Chamber Publication and staff networking through business and professional organizations • Internet and web based advertisements CUSTOMER SERVICE During this quarter staff received 21 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 21 Clean Facilities 20 1 Service from Staff 20 1 Room Set up 21 Adequate Parking 20 1 Kitchen Amenities 15 1 5 Overall Experience 21 Of the 21 respondents 12 wrote comments on their surveys regarding customer service and the newly renovated space. All comments were positive. At the November 15, 2010 quarterly meeting the Advisory Committee requested comments to be shown on the quarterly reports in the future. The comments received from customers continue to assist staff in enhancing service levels at the Center. All written comments follow: • “Lovely, wonderful staff, beautiful facility” • “We have used several times in the past pre-renovation. Classy look & people” • “I have held multiple events here and it is always a great experience. Great staff!” • “Excellent, easy, clean facility” • “You guys rock! Beautiful experience” • “Always a great place for our dinners” • “Thank you for all of your help!” • “Very beautiful…will recommend to others” • “Great facility” • “Everything has been excellent – Thank you for the good work” • “Everything was wonderful.” • “Thanks for all of your help” REVENUES AND EXPENDITURES – First Quarter: October 1 – December 31, 2010 • Quarterly Revenues (Actual) - $55,454 • Quarterly City-sponsored bookings valued at $6,099 • Quarterly Expenditures (Actual) - $86,561 • Quarterly Operating Cost Recovery - 65% - does not include value of city-sponsored events 5 The following chart is based on actual receipts from the City Finance Department’s Monthly Report: REVENUES EXPENDITURES Oct $22,768 $17,969 Nov $15,679 $27,366 Dec $17,007 $41,226 TOTAL $55,454 $86,561 Quarterly revenues of $55,454 reflect a 20 % increase when compared to FY 2010 first quarter revenues. Quarterly expenditures for the Center reflect an 8% increase compared to FY 2010 but remain below projected expenditures and allocations for FY 2011. Comparison FY2010 – 2011 - Revenues and Expenditures SUMMARY FY 2011 First Quarter results reflect a 3% increase in bookings and a 20% increase in revenues over the same quarter of FY 2010. Customer satisfaction remains at a high level with 97% of survey respondents reporting “Excellent” or “Good” customer satisfaction and 100% reporting their overall experience as “Excellent”. The Center has experienced increased revenues in audio visual equipment rental this quarter. Staff continues to market the Center with an emphasis on weekday business rentals and the bridal market. Staff will review the marketing plan worksheet 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: Appointment of Colleyville Center Advisory Chair and Vice Chair Memorandum: Colleyville Center Marketing Plan Review Colleyville Center Marketing Plan Worksheet 6 MEMORANDUM TO: Colleyville Center Advisory Committee FROM: Lin Przybyl, Colleyville Center Manager DATE: February 16, 2011 SUBJECT: Appointment of Colleyville Center Advisory Chair and Vice Chair On March 2, 2004 City Council approved a resolution establishing a policy regarding election and term of the Colleyville Center Advisory Committee Chair and Vice Chair. R-04-2326, Sec 2. THAT at the next regularly scheduled meeting following City Council appointments, the Colleyville Center Advisory Committee shall appoint a Chair, with a minimum committee tenure of one-year, and a Vice Chair with no length of term requirement, to serve for a one-year period. The Advisory Committee will appoint a Chair and Vice Chair to serve a term to extend from the FY 2011 first quarter meeting on February 21, 2011 through the FY 2012 first quarter meeting. 7 MEMORANDUM To: Colleyville Center Advisory Committee Members From: Lin Przybyl, Colleyville Center Manager Date: February 16, 2011 Subject: Colleyville Center Marketing Plan Review The following Marketing Plan Worksheet was developed by the Colleyville Center Marketing Subcommittee in FY 2002 and is amended annually. This worksheet is a fluid document designed to assist Center staff with the evaluation and direction of current marketing strategy. This Marketing Plan was last reviewed and approved at the Colleyville Center Advisory Committee’s Fourth Quarter Meeting on November 15, 2010. City Council has requested an update on the Center’s marketing strategy to be presented during a future Pre Council meeting. The purpose of this review is to discuss options to better align the marketing strategy with City Council expectations. COLLEYVILLE CENTER MARKETING PLAN Worksheet Developed by the Advisory Marketing Subcommittee FY 2002 Initial Plan Approval: August 2003 Last amended: September 2010 approved by Advisory Committee November 15, 2010 Advisory Marketing Subcommittee Mission Statement: The Colleyville Center Marketing Subcommittee will work to develop a Marketing Plan which will aid the City in defining and implementing a marketing strategy for the Center. I. GOALS AND OBJECTIVES 1.) Increase name recognition • Awareness • Economic impact benefiting local sales tax revenues and local businesses 2.) Provide a community amenity for citizens • Establish a positive “Quality of Life” and sense of community gathering place to host public meetings, HOA meetings and civic organizations 2) Maximize revenue and bookings by targeting specific markets • Increase weekday business meetings • Increase bridal and banquet market 3) Maximize ancillary services – provide one stop shop (if staffing allows) • Food service • Audio Visual Technology • Provide Menus for lunchtime events • Partnering with restaurants/catering • Provide preferred list of local vendors II. MARKET DEMOGRAPHICS Target Market 1) Local community – 40% of all current usage is local non-profit providing a community amenity and repeat business but not covering operational costs or contributing to positive cost recovery 2) Bridal and Banquet Market –best suited for facility- best word of mouth market with blogging and internet – constitutes more than 50% of revenues with 80% of all catering revenues 3) Corporate and Conference Market – small business meetings - weekday usage – most desirable economic impact – supports City Council objectives - best cost recovery due to operational and staffing costs Market Demographics and Geographics • Affluent, professional, residential, family oriented • Centrally located in the metroplex and DFW Airport • Destination locations developing in Town Center and Villages • Lack of major roadway/ Visibility/ pending construction of HWY26 • Growth of food service establishments Market Behaviors and Trend • More emphasis on internet searches/web/blogs/facebook/twitter based on the city policy regulations • Renovation and added technology is an attractive draw • Bridal market still strong - however competing venues may dilute the market • Sweet 16, Quincerera market growing - requires added staff/ liability • Real estate, financial seminars and small business training increasing • Soft corporate Christmas bookings due to economy • Theater IMAX – coordination of meetings possible Market Forecast • City and nonprofit bookings- same levels • Economy slow to recover • Increasing surrounding commercial development • Destination-type developments increasing visibility • Build synergy by partnering with local caterers, restaurants and like venues • TXDot Hwy 26 expansion expected to begin 20?? III. MARKETING STRATEGY Mission Objectives Serve the Community >Provide Economic Stimulus > Increase Utilization > Increase Revenue Stream> Increase Cost Recovery Marketing Objectives 1) Focus on weekday business Monday – Thursday • Corporate meetings – target warehouse district Southlake, ,Las Colinas and Hurst corridor • Continuing education meetings – medical, real estate and financial training • CMP –offer complete marketing package as much as limited staff allows 2) Customize preferred vendor list to encourage local Colleyville usage and build synergy with our bridal-related businesses 3) Maintain visibility in bridal market and with meeting planners by showing at tradeshows in 2011. – Partyfest and Star-telegram Bridal Show at Gaylord 4) Pursue more free advertising opportunities-search engines/ internet sites 5) Consider new and innovative marketing vehicles and programs • Establish blog on website • Update collateral and visuals on cable and website • Activate Facebook account • Consideration of contracting with social media marketing person to establish programs Financial Objectives 1) Increase generated revenues by 3% annually 2) All fee categories reviewed and adjusted to market. Add new technology fees Target Market Objectives 1) Increase Weekday business Monday – Thursday by 5% 2) Increase Bridal-related business to include partnering with local vendors 3) Maximize revenues with promotion of ancillary services and new technology fees 4) Contact local businesses via in-person visits 5) Send brochure bulk mailings to wider radius include Las Colinas, Coppell, North Ft. Worth, Southlake warehouse district and large churches in those areas 6) Measure economic impact to local businesses or sales tax base