Agenda


NOTICE OF FEBRUARY 16, 2022 REGULAR MEETING OF MEMBERS AND BOARD OF DIRECTORS
To: Board of Directors and Members PURSUANT to the call of a majority of the Board of Directors named in the Certificate of Formation of the Corporation, NOTICE IS HEREBY GIVEN that the Board of Directors and the Members of The Woodlands Convention and Visitors Bureau, a Texas non-profit corporation (the “Corporation”), will meet at the principal office of the Corporation, at 2801 Technology Forest Boulevard, The Woodlands, Texas 77381, on February 16, 2022, at 11:30 a.m., for the purpose of:


1.					Pledge of Allegiance;

2.					Call to order and adoption of Agenda;

3.					Public Comment;

4.					Consider and approve Minutes from the Annual Board Meeting on January 11, 2022;

5.					Receive, consider and act upon transferring funding from fund balance to 2022 Marketing efforts;

6.					Receive Staff Updates;

7.					Recess to Executive Session to discuss matters relating to real property pursuant to §551.072, Texas Government Code; deliberation of economic development negotiations pursuant to §551.087, Texas Government Code; discuss personnel matters pursuant to §551.074, Texas Government Code; and to consult with the Corporation's attorney pursuant to §551.071, Texas Government Code;

8.					Reconvene in public session;

9.					President’s Report;

10.					Board Announcements;

11.					Agenda items for next meeting;

12.					Adjournment.

Dated at The Woodlands, Texas, the 11th day of February, 2022.

______________________________________________________
President of The Woodlands Convention & Visitors Bureau


CVB Regular Board Meeting
Meeting Date:	02/16/2022

Information
SUBJECT MATTER:
Receive, consider and act upon transferring funding from fund balance to 2022 Marketing efforts;
BACKGROUND:
Executive Summary The Woodlands Convention & Visitors Bureau (TWCVB, dba Visit The Woodlands) is the official destination marketing & management organization responsible for promoting The Woodlands to drive demand for both hotel and retail tax collections. The mission is to establish The Woodlands, Texas as a beautiful, lively and welcoming destination recognized regionally, nationally and internationally for first-class business, convention and leisure travel. Visit The Woodlands is a 501 (c) (6) organization funded by The Woodlands Township Hotel Occupancy Tax and managed by an independent Board of Directors whom oversee the mission, vision and budget of Visit The Woodlands. With these things in mind, Visit The Woodlands' marketing approach for 2022 has been established to align with key strategic initiatives – continuing to strengthen brand recognition and voice, showcasing the value of Visit The Woodlands and optimizing overall marketing and sales programs. The Marketing Department has worked in conjunction with the Sales and Tourism Departments to plan campaigns at optimal times that will best support Visit The Woodlands staff efforts and create the most impact for The Woodlands. Creative campaigns will be activated across numerous channels, targeting both domestic and international leisure travelers as well as meeting planners and businesses. At the November 2021 Board meeting, staff was directed to add an additional $250,000 to its 2022 budget due to increased Hotel Occupancy Tax collections exceeding forecast expectations. The marketing and sales plan for the additional funding was presented at the January 11, 2022 meeting. Staff worked in collaboration with its Agency of Record, Madden Media, to create a dynamic list of projects, media placements, activations both in-market and across U.S. and Mexico. The majority of funds were allocated to the Marketing Department as it was the most impacted by the budget reductions in 2020 and 2021. Staff needs formal approval to transfer funds from the Fund Balance to marketing and sales line items.
RECOMMENDATION
Authorize The Woodlands Township Finance Department to transfer $250,000 from Visit The Woodlands fund balance to the 2022 marketing and sales categories.

Attachments
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