Sales-Marketing Committee MinutesWednesday, August 17th 2016 11:31am

Attendance

Voting Members Non-Voting members PCC StaffYvonne Greer Bob Manning Jo Stowell  XSylvia Hasinger Ryan Spain Andrew VanDeweghe  X

Sherneka Cagle  X Jeff Anderson X Megan Pedigo  X

Travis Mohlenbrink X Bill Knight X Clare Zell XJ.D. Dalfonso X Anne Clayton X

Ben Holeton X

1. Review Minutes

a. A quorum was reached for voting members; clarification that voting members will be corrected on agenda list.

b. J.D. Dalfonso told the committee that input will be needed from the table during this meeting and that a majority of the discussion will be focused on the vision and mission statements.

c. J.D. Dalfonso made a motion to approve the minutes from the July meeting; Sherneka Cagle seconded the motion, followed by Travis Mohlenbrink.

2. Action Item Update

a. Ongoing action that needs to be taken moving forward:i. #28- Assets are being used in downtown businesses discussion. Megan

Pedigo will set up that meeting. ii. #31- Megan Pedigo and Travis Mohlenbrink are waiting on full analytics to

determine if they want to renew the contract.

iii. #47- Sherneka Cagle said the bike exchange will not be happening this year. This item is marked as complete.

iv. #51- to be shared later on the agenda; marked as completed.v. #52- marked as completed; will be discussed later in agenda.

vi. #53- Travis Mohlenbrink said there is still no start date. This item is marked open.

3. Strategic Plan Initiatives

a. J.D. Dalfonso gave an overview of what the main discussion would revolve around at the meeting, which was the mission statement and the vision statement of this committee. J.D. said this would be something we need to stand by and more forward with and use as a direction of where we see ourselves (the vision) and how we will get there (the mission) in the future.

i. J.D. Dalfonso put together a mission and vision statement that was loosely based off of the mission and vision statement of the Peoria Civic Center’s statements. The vision statement originally was worded as so: The Peoria Civic Center will act sustainable through sales and marketing initiatives by attracting audiences from across the country with diverse events for the highest quality customer experience. The committee was asked to review this statement and began making changes as a group.

ii. With the vision, the idea of how we interpret “sustainable,” questioning if it was a financial term or the right word overall. Andrew VanDeweghe suggested we add to the phrase to make it say “will act in a sustainable manner.”

iii. Bill Knight suggested we change the word “act” to “be.” Andrew VanDeweghe agreed that in order to have a great vision we need to BE sustainable. Bill Knight continued that we don’t want to pretend or perform as IF we were sustainable with the word “act.”

iv. Megan Pedigo asked if the committee could define “sustainable.” Andrew VanDeweghe said that it is a term and mindset of which you operate and feed off the things around you. Anne Clayton added that means we can support ourselves, operating to cover our expenses with our revenues. Bill Knight added that the quality of entertainment should dovetail the entertainment aspects. Bill asked if we should be more specific, but J.D. Dalfonso explained that the vision is general and the mission is where we will get specific. J.D. asked if the committee was comfortable with this and was ready to move on to the mission.

v. Jeff Anderson suggested changing the order of the phrases, and asked if “country” was an appropriate word to describe our area. Anne Clayton responded that since we do have national conventions it applies. AMegan Pedigo suggested we remove that phrase and simple use the word “audiences,” or add “local, regional, and national.” In the spirit of keeping things simple and general, the committee agreed on using “audiences.”

vi. Bill Knight questioned if the adjective “highest” set us up for criticism, and Andrew VanDeweghe explained that our vision is to be the highest. Andrew also suggested removing a few prepositions.

vii. Travis Mohlenbrink said that in the vision statement we do hit a lot of the same point’s in the Peoria Civic Center’s mission statement, and he wondered what the Peoria Civic Center’s goals were to provide the quality of life factor. Megan Pedigo responded that the Peoria Civic Center aims to provide diverse opportunities to enjoy, but also to bring in HRS dollars for the city. J.D. Dalfonso motioned to move on if the committee is comfortable with this statement. Travis Mohlenbrink wanted to be sure we weren’t just saying words to say words, but that as a group we should be able to take credit and be accountable for the things that we do. With this concept in mind, Travis questioned the idea of saying “we partner with the community” to do this. J.D. Dalfonso responded that this will come from how we structure our goals, and are not meant as fluff words but a guide in the direction of communication between our group, and in the structuring of our goals. He continued to explain that we will work with these entities around town to engage with local entity. Megan Pedigo agreed with Travis Mohlenbrink and asked how much control the committee has. Anne Clayton asked if this committee created the Peoria Civic Center’s mission statement. Bill Knight responded that at the beginning of the statement, it should read “the committee created this statement” rather than the Peoria Civic Center.

viii. Jeff Anderson said that the whole committee has to figure our what events play here and what makes us money, and then go properly market them to targeted audiences. He continued that if we don’t have control of some of that, then it’s a whole different assignment. He also said that we have to pick the right events that match the demo of the city and then match various marketing media to that, but we have to determine what our task is as a committee. Anne Clayton asked if there were two parts: the staff, and the committee. Bill Knight asked if we would just advise the staff, but also if we could have input. Travis Mohlenbrink responded that we should be able to share information, and then this committee should share feedback based on the experience that each member has and can contribute. Bill Knight agreed that we don’t want to micromanage professional staff.

ix. Megan Pedigo clarified what we are asking of each member to contribute: Jeff Anderson with finance, Travis with downtown and restaurant hospitality, Bill Knight with journalism and media, and for all individual committee members, the mission. Beau Sutherland added that “support” would be a good word to incorporate because of the layers it brings and what it could mean for each member- “supporting staff in the sales and marketing diverse events.” Jeff Anderson asked if the committee holds any accountability and Megan Pedigo responded that that will be handled in the lining out of goals. Jeff Anderson pointed out that if we advise staff and then they choose to go in another direction, it will be hard to defend pointing fingers at us without clear accountability.

x. J.D. Dalfonso agreed that we should go over SMART goals and then come back to the accountability topic, but that first we should solidify the vision. The committee agreed to move on to discuss the mission statement. Megan Pedigo said that we should take out the word “communication” and leave “media,” but we need to establish what kind of intelligent marketing we are talking about and what the committee has control over. Jeff Anderson said that efficient marketing is what he was suggesting, and that we have to be smarter with how we spend our limited resources to market these. He continued that millennials get their information in other ways, so let’s advertise where it is efficient, but if that isn’t our call that we can take it out of the statement. He also asked if there were staff members that have responsibility that are not listed on this sheet; Megan Pedigo replied no and that everyone in sales and marketing is represented here. J.D. Dalfonso said that if there are no more questions on this statement, we should move to pinpoint accountability.

xi. Anne Clayton talked about the balance in being profitable and utilizing the facility to its capacity. In order to get HRS revenues, the city wants us to use the facility to its max capacity. If we do that, we won’t meet our bottom line, so the term “profitable” should be changed so that those two directives can balance together in an easier way. Travis Mohlenbrink added that we need to look at the big picture to generate economic revenue. Anne Clayton continued with the concept of “the halo effect” where the Peoria Civic Center creates events that encourages people to spend money outside of the venue, which reflects in HRA. Anne added that the only thing we can measure is our internal impact.

xii. Megan Pedigo said that something the committee can help with is attendance. We track attendance for conventions, arena events, and theater events and we can compare those numbers with the budget, which is what drives our decisions. This gives us something to track and look at event income and budget, which is what the finance board and Peoria Civic Center board are also looking for. Anne Clayton added that we want to use the term “economic impact” instead of the term “profitable.”

xiii. The revised vision statement reads as follows: The Peoria Civic Center Sales Marketing Committee will be sustainable through sales and marketing initiatives by attracting audiences with diverse events and the highest quality customer experience.

b. The original mission statement that J.D. Dalfonso created read as so: The Peoria Civic Center will attract profitable, engaged, and diverse audiences by meticulous selection and intelligent marketing via the best available communication media to the targeted segment of the general public. The Peoria Civic Center will serve as a partner to the community and a destination for civic engagement.

i. Travis Mohlenbrink said that this should be the job of the community that we provide information for the committee to educate the voting members and be able to get good feedback. J.D. Dalfonso added that as far as

meticulous selection goes, the committee will have reports in the future that will be quantifiable.

ii. Anne Clayton said that bringing in new faces allows us to bring fresh life to this committee and will be how we can achieve goals from this committee. We have done this before, but it has not been successful Megan Pedigo added that getting representatives from colleges in important to us, but that it will not be possible for this fiscal year. Anne Clayton added that what we as staff have looked at is the idea of having this committee help with marketing ticketed events to staff members that they work with. We need to improve getting the word out about our shows that are available and on sale. For people who live in outlying communities we need help marketing it to them. Megan Pedigo added that we can all use our own expertise to support our own staff, as we all see opportunities that others on the committee might not see. Megan continued that local business could be one of those potential clients that individual committee members can work on spreading the word to, and work on the goal of bringing in two new meetings to the Peoria Civic Center. J.D. Dalfonso adds that that idea is just the tip of the iceberg, and that we should be using our contacts here to set up prospective clients. Travis Mohlenbrink added that he comes to these meetings with that in mind and wants to better use the resources of this committee to connect with those clients.

4.

a. Customer Service Scores

i. Megan Pedigo reported that in the month of July, there was one wedding here, which is what the sales and marketing staff are looking to grow. This wedding was for a very influential couple in the Peoria area and it got as great response. The month of July received a 9.4 average, rbigning the annual average to 8.8, which Megan said she expected to see stay the same for the rest of the fiscal year due to the amount of events and the response rate during the summer.

5. Peoria Area Convention and Visitors Bureau Updatea. With no representatives from the CVB in attendance, there is no update.

6. Review Action items assigned at this meeting

54 Anne Clayton and Megan Pedigo Write goals for #2 on Strategic Metrics page

55 Anne Clayton and Megan Pedigo Write goals for #4 on Strategic Metrics page

56 Clare Zell Establish an e-mail that committee members can send ideas and suggestions

57 Clare Zell and Megan Pedigo Send a wrap-up e-mail of today’s meeting

58 Megan Pedigo Create first draft by 8/22 and send to committee for suggestions and changes

59 Clare Zell Send out mission and vision statements that were created today for review

60 Anne Clayton Work on smart goals for the committee and how reports will look for committee

7. J. D. Dalfonso motioned to adjourn the meeting. Shernkea Cagle seconded the motion, followed by Travis Mohlenbrink.

8. Adjourn TIME: 12:58

PCC Sales Marketing Committee Action ItemsAction Item

#

Person Assigned Task Assigned Completed Notes:

15 Megan Pedigo Close out FY15 Strategic Plan 10/14/2015 Closed with no further action on the plan

18 Megan/ PCC Interns

Complete Communications Audit on

restaurant/convention communications

10/14/2015 Survey Sent, replies are coming in, 4 so far

20Jo Stowell/ PACVB/

Megan Pedigo

Set up joint sales reporting process so that information

is agreed upon by PACVB/PCC Staff before

being presented to the committee and vetted

before going to the board

10/14/2015 1/28/2016 Completed at the 12/9 meeting and presented to the PCCA Board 1/28

28Megan Pedigo,

Jo Stowell, Anne Clayton,

Meet to discus show pacing and create analysis

on show education/industry2/10/2016

Travis Mohlenbrink

29Cara

Allen/Megan Pedigo

Send out onesheet on DMAI calculator 1/13/2016 10-Feb sent 2/10 and discuss at meeting

30 Jo Stowell/ Cara Allen

Meet to discuss and agree upon reporting process for DMAI economic impact

calculator

1/13/2016

31 Megan Pedigo Get reporting data from the tourch screen company 1/13/2016 pending reply from company

31 Megan Pedigo

Send link to Bullets over Broadway facebook post to

committee to share if desired

1/13/2016 10-Feb sent 2/10

32 J.D. DalfonsoDiscuss Funnel reporting with Megan and Jo before

next meeting1/13/2016 13-Jan

33 Clare ZellSend minutes and Action item upates by 1/20 and

follow up 1/271/13/2016 1/27/2016 done

34 Committee Members

Strongly encouraged to share Bullets Over

Broadway video on social media

2/10/2016 done

36 Travis Mohlenbrink

Become more involved in communication with

restaurants and events to be more educated on food/lunch options

2/10/2016

37 Megan Pedigo Send out link to restaurant portal 3/10/2016 done

38 Megan Pedigo, Cara Allen

Determine "first step" to implementing new

transportaiton shuttle for downtown events

3/10/2016 complete

39 Clare ZellSend minutes and Action item upates by 3/16 and

follow up 3/23done

40Megan Pedigo,

Beau Sutherland

Figure out how each member can market/share

transportation idea4/13/2016

41 Megan PedigoSend charter/documents

with mission statement to Jeff

4/13/2016

42 J.D. Dalfonso, Megan Pedigo

Reach out to Jeff to discuss 5-year plans 4/13/2016

43 Cara AllenSend JD and Megan an e-

mail with demographic info that you need

4/13/2016

44 Megan Pedigo

Meet with Jo to discuss CVB's projections vs. real

numbers; get access to numbers

4/13/2016

45 Megan Pedigo Call Traina about customer service scores 4/13/2016

46 J.D. Dalfonso Follow up with Bob on customer service 4/13/2016

47 Cara AllenSend Sherneka info about

sponsors for Bike Exchange

4/13/2016

48 Travis Mohlenbrink

Follow up with Andrew VanDeweghe on struggle

during Markiewicz4/13/2016

49 Clare ZellDetermine who makes up

the voting members on this committee

6/8/16

50 J.D. Dalfonso

J.D. will discuss with chairman Manning to see process of approving minutes moving forward.

6/8/16