HomeMy WebLinkAboutColleyville Center-Agenda Packets-5/21/2012
PUBLIC NOTICE
COLLEYV ILLE CENTER ADVISORY COMMITTEE MEETING
Fiscal Year 2012 Second Quarter Meeting
Monday, May 21, 2012
5:30 P.M.
For the meeting conducted at the
Colleyville Center
5301 Riverwalk Drive
I. Call to Order
II. Review and Approval of February 20, 2012 Colleyville Center
Advisory Committee Minutes
III. Review and Discussion of Center FY 2012 Second Quarter Report
IV. Adjourn
___________________________________________________________________
I hereby certify the above agenda was posted on the bulletin board at City Hall
on May 17, 2012 by 4:00 p.m.
Lin Przybyl
Colleyville Center Manager
COLLEYVILLE CENTER ADVISORY COMMITTEE
FY 2012 FIRST QUARTER MEETING
FEBRUARY 20, 2012
MINUTES
Present: Vice Chair Louis Miller, Karen Birkes, Linda Creed, Deena Dendy, Darla
Dennison, Fred Mills, Connie Nichols, Kirsten Isensee, Paul Vigiletti and Tom
Westerman
Assistant City Manager Terry Leake, Center Manager Lin Przybyl and Center
Coordinator Marilyn Gilbert
Absent: Jon Bullock, Steve Burak, Joyce Hammill, and Chair Mark Johnston
1. The Meeting was called to order at 5:30 p.m. by Vice Chair Louis Miller.
2. Newly appointed members Darla Dennison and Kirsten Isensee were introduced.
New member Steve Burak was absent. Staff thanked retiring members Suzannne
Harrington and John Gray for their years of service; both were both unable to
attend the Advisory Meeting. Louis Miller and John Gray were also congratulated
as recipients of Colleyville Chamber of Commerce 2012 Awards.
3. The committee approved the minutes from the November 14, 2011 FY 2011
Fourth Quarter Meeting. The minutes were approved as written with the
correction of the spelling of a member’s name.
4. Staff reviewed and discussed the FY 2012 First Quarter Summary.
5. The committee unanimously re-elected Mark Johnson as Committee Chair and
Louis Miller as Vice Chair.
6. At the Committee’s request staff reported on the research of electronic monument
signage on Center property at Riverwalk Drive. After much discussion on the
electronic monument signage item the committee voted to deny action.
Discussion centered on the following issues:
• The aesthetics of an electronic sign was not in keeping with the property,
surroundings, landscape or bridal events.
• The high cost of monument/illuminated signage versus the potential return
on investment was not feasible for the limited location and visibility for the
sign.
• The consideration of the sensitivity to surrounding residents and
neighborhoods.
• The ordinance requirements that would only allow the sign to change every
five minutes eliminating the effectiveness as a revenue generator for
advertising sales.
• Location of the sign would be limited due to visibility of the signs or
resulting glare to neighborhoods and traffic flow.
The committee agreed that offsite signage in higher traffic areas such as
Colleyville Boulevard, Hall Johnson and Glade were more desirable to achieve the
Center’s purposes. The city has future plans for Way-Finding signage which would
provide excellent recognition and directional capabilities. Staff will keep the
committee informed of future developments and timeline on the Way-Finding
signage project.
The committee discussed the possibility of acquiring permission for a small sign in
the median of Church Street or on Colleyville Boulevard (Highway 26). Staff will
research.
7. Staff discussed the FY 2013 Marketing budget. The Center will participate in
Three (3) bridal shows in FY 2013 as well as increased promotion of the Center on
social media outlets including the internet bridal accounts.
8. The meeting was adjourned at 6:27 p.m.
Colleyville Center FY 2012 Second Quarter Summary
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, 2012. The following
items are being considered in evaluating Center services for this quarter:
• Meetings – Booking and Events
• Marketing
• Customer Service
• Revenues and Expenditures
• Summary
MEETINGS – BOOKING AND EVENTS
During this quarter of operation the Center held a total of 111 events which is 2% fewer
events than were held during FY 2011 Second Quarter.
Revenue and Booking by Client Category – Second Quarter FY 2012
Revenue by Category
111 Events by Type – Second Quarter FY 2012
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.
0 10 20 30 40
City Sponsored
HOA Meetings
Bridal
Social & Fundraising
Civic Organizations
Business Meetings
5
16 11 6 39 34
Rate Category % of % of
Revenue Bookings
Local Social 11% 9%
Local Business 3% 5%
Local Non-profit 15% 43%
Standard 33 % 34%
Catering Fees 17%
Administrative Fees 21%
City Usage 0% 9%
11% Local
Social 3% Local
Business
15% Non-
Profit
33%
Standard
17%
Catering
21%
Admin
The Center has implemented a Facebook Fan page as an exposure tool more than one
that engages the customer. The Center experienced total “Likes” of 162 with 80,516
“Friends of Fans” exposure. This number represents the “unique” people who were
friends with the people who “liked” Colleyville Center. The Center’s highest weekly total
reach or the most number of “unique” people who have seen a Center post is 1,449 in
one week.
The Center was also awarded the 2012 Bride’s Choice Award during this quarter. This
award from WeddingWire recognizes the top local wedding professionals from the
WeddingWire Network that demonstrate excellence in quality, service, responsiveness
and professionalism.
The surrounding area continues to experience the opening of new venues with the North
Richland Hills Grand Hall opening, rebranding and remodeling efforts underway for some
existing facilities. The increase in the number of wedding and meeting venues continues
to present a competitive marketing challenge for the Center.
Quarterly marketing outreach includes:
• Indulge Magazine – Bridal Advertisement
• 360 West Magazine
• 360 West Spring Weddings 2012 - Listing
• Bride and Groom Magazine Spring issue plus website
• Business Meetings and More, Winter issue- exposure to meeting planners
• City publications: Utility newsletter, website, Facebook and Twitter
• Colleyville Chamber Publications, staff networking through business and
professional organizations and lead mailers
• Internet and web-based advertisements
CUSTOMER SERVICE
During this quarter staff received 32 Customer Satisfaction surveys. Survey categories
rate the appearance and cleanliness of the Center, service from staff, room set-up,
kitchen facilities, parking amenities, and overall experience. Of the 32 respondents, 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 32
Clean Facilities 31 1
Service from Staff 32
Room Set-up 29 3
Adequate Parking 31 1
Kitchen Amenities 26 1 5
Overall Experience 32
Plan to Return to the Center 32
Of the 32 respondents 17 wrote comments on their surveys. The comments received from
customers continue to assist staff in enhancing service levels at the Center. All written
comments follow:
1. ‘Thanks for helping with Mac connections’
2. “Loved the place and staff was very helpful and very nice”
3. “[staff] was so accommodating and gracious. We appreciate all that was done to make
our event a huge success.
4. “We have elected to host our next party here. Thanks 4 everything.”
5. “Thank you so much for all of your hard work last night. It was wonderful.” The
leadership is still talking about how wonderful the room and setup was almost within
walking distance of their homes and they were unaware that such great accommodations
were so close to them.”
6. “Thank you so much. [staff] rocks!”
7. “Thanks for your beautiful venue. We had a wonderful time last night.”
8. “We love coming to your Center.”
9. “Great, very good meeting…thank you.”
10. “Thank you so much for all of your assistance, coordination and support in
helping us set up a great celebration of life service. We couldn’t have done it without you
and are forever grateful to have had the opportunity to use your beautiful facility. Thanks
again.”
11. “Supported building the place. Great venue!”
12. “Thank you!”
13. “Great place”
14. “Perfect venue for us…Thank you!”
15. “Thank you for accommodating us when more people showed up than we originally
thought.”
16. “Perfect, excellent, outstanding! As an event planner the service and venue is perfect!”
17. “Thank you—very lovely!”
REVENUES AND EXPENDITURES – FY 2012 Second Quarter: January 1 – March 31, 2012
• Quarterly Revenues (Actual) – $72,173, a 28% increase over FY 2011 Second Quarter
revenues
• Quarterly Economic Impact – 57% of all events impact local businesses with usage of their
goods or services adding to sales tax collection and local business revenues and retention
• Quarterly City-sponsored bookings valued at $ 1,100 (standard rate)
• Quarterly Expenditures (Actual) – $70,725, below quarterly projections and allocations
• Quarterly Operating Cost Recovery – 102%
• Year-to-date Cost Recovery – 78%
The following chart is based on actual receipts from the City Finance Department Monthly Report
comparing expenditures to revenues:
SUMMARY
While exhibiting a slight decrease in bookings the Center revenues increased by 28% over the
previous year. Quarterly cost recovery is higher than anticipated with the significant bulk of
expenditures coming in the second half of the fiscal year. Staff continues to market the Center
with an emphasis on weekday business rentals and the bridal market. Staff will continue to
implement updated marketing strategies and review innovative ideas.
The continued goal of staff is to provide excellent customer service, enhance the marketing
program, enhance economic impact to local business, meet and exceed revenue projections and
operate the department within budget allocations.
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
Expense Revenue
FY 2012
Expense Revenue
Oct $14,714 $12,997
Nov $24,239 $14,110
Dec $41,321 $19,741
Jan $26,123 $22,320
Feb $20,428 $26,491
Mar $24,144
Total
$23,362
$150,999 $119,021