January 3, 2007


MCLA Board Meeting
Gualala Arts Center
Gualala, CA


CALL TO ORDER: President Jo Bradley called the meeting to order at 1:05 pm. Board members present were Richard Strom, Mike Bradbrook, Michael Webster, Phil Walker, Ted Kidwell, Dushyant Pathak, Pam Amante (phone), Rich Carpenito (phone), Stuart Marcus & Jan Rodriguez. Guests present were Josie Perla.

APPROVAL OF LAST MEETING’S MINUTES: Jan Rodriguez moves to approve the minutes of the December 12, 2006 meeting. Mike Bradbrook seconded the motion. It was unanimously approved.

MARKETING COMMITTEE REPORT: Marketing Chair, Richard Strom, reported that the Marketing Committee determined that the inquires incoming from ad campaigns be given to MCPA to fulfill. We will provide them a fulfillment package; brochures from chambers, wine maps, and inserts from our press kit.

Ozone and Hype House were discussed and evaluated. Overall conclusion was we were thrilled with their performance thus far. It was decided the Marketing Committee needed more time to approve ads and more input and more options- this was conveyed to Ozone and they had agreed. Their input was also requested for the 2007-2008 Strategic Plan.

Marketing Committee received 4 requests for funds. The Committee developed a draft criteria for donation. It must be an effort which supports countywide promotion, no political or religious affiliation and must fulfill the mission of MCLA.

In view of the criteria, the Marketing Committee approved a request for $1,000 for the Nature Tourism Workshop on the condition it be a countywide festival.

The Marketing Committee determined that a festival co-ordinator was needed for the county by spring. We have yet to determine which organization should be responsible for this.

On January 16, 2007 there will be a joint meeting at Silver’s on the Wharf in Fort Bragg with the Marketing Committees of MCPA, MCLA and the Winegrape & Wine Commission.

The Committee received a report from Ozone – the banner ads are doing well from Trip Advisor. Fodor’s banner ad is not producing as expected and further consideration will be given as to whether we keep it.

The Committee also received a report from Hype House – 8 editors have come to the county and 1 has already written an article that will soon be published.

Another group of editors is due to arrive soon this month.

MCPA REPORT: The MCPA representatives met in advance of our last meeting to plan our strategy. We came across very strongly to the MCPA Board regarding sticking to their bylaws. The bylaws state that the executive director is to involve the various committees and keep them appraised of what is happening and work closely with them.

After hearing the strategic plan for the year from the executive director, we felt it necessary to draft a Plan of Action and this was forwarded by Scott to MCPA. It was not received well; their concerns being it came from 4 lodging members and not the entire board and that it was sent to them via Scott.

Resulting discussions determined that a closed, Joint Executive Committee Meeting between MCPA and MCLA was in order. It will be held on Monday, January 8, 2007 at the Brutocao Tasting Room in Philo.

During this discussion the MCLA Board determined that any future plans of action, etc. be brought to the board prior to sending it out so that the entire board has opportunity to discuss and approve. An emergency meeting could be called, when necessary, in the interest of expediting matters.

The Action Plan was then handed out to board members and read and discussed.

A MOTION to approve the Plan of Action and present it to MCPA was made by Ted Kidwell. Stuart Marcus seconded the motion. It was unanimously approved.

ADMINISTRATOR’S REPORT: Scott Schneider asked the board for direction regarding the surveys. Out of 550 lodging, approximately 90 surveys returned. Board determined that we would divide the list of those that have not responded by location and each board member would follow up by contacting lodging in their area.

Scott was advised by county that there are unpaid BID Assessments.
It was determined that Scott would contact these properties for MCLA.

Trademark of Logo – Scott charged with looking into the cost for registered and TM and the time it takes.

Database – Scott is continuing to work with Rich Carpenito and contacting Dennis regarding this.

Stationary – samples of stationary will be emailed to board and Scott will work on getting prices.

Conference calls – it was brought to the board’s attention that conference calling is expensive and we were asked if we wanted to remove toll free number and have callers use long distance. After discussion it was determined that it promotes attendance and board members pay their own way to and from, therefore we decided to keep the toll free number.

TREASURER’S REPORT: Savings Account - $141.40
Checking account - $5083.33

We have some bills outstanding and are low on funds. Richard Strom, the treasurer, advised the board that our BID monies should have been given to us at end of November, as per the ordinance, and yet county was a week late.

Also, the monies from the BID that were paid late, still have not been forwarded to us. After discussion, we determined that we needed to have our BID monies on a monthly basis.

A MOTION was made by Stuart Marcus that MCLA requests receiving monthly payments from the county for the BID assessment account if it holds at least $250.00. Richard Strom seconded the motion and it was unanimously approved.

OLD BUSINESS:

The Alsace Festival was discussed at the marketing meeting.

GoMendo.com – After much discussion A MOTION was made by Richard Strom and Stuart Marcus that each board member look at web sites relating to travel, counties, tourism. Send names of impressive web masters to Scott by Wednesday, January 10, 2007 by noon. Scott will send out RFP and the deadline will be January 24, 2007. Once the RFP’s are in, we will ask the bidders for a breakdown of their bid. Then the marketing committee from MCLA and MCPA will meet and narrow down the bids and bring them back to the board for approval. Dushyant Pathak seconded the motion. It was unanimously approved.

The board also decided to have Jo Bradley draft a letter to Ozone
Responding to their 12-21-06 Contract Report, encouraging their participation in the RFP and let them know that if the board chooses another firm, we will do what we can to bring them more funds.

NEW BUSINESS: The 2007-2008 Budget was reviewed and edited. The 2007-2008 Annual Report was also reviewed and edited.

A Motion was made by Michael Webster that MCLA will respond to MCPA regarding their strategic plan as submitted for the MCLA annual report.
In response, MCLA does not agree to MCPA being a “single source solution” and would like to see the strategic plan narrowed down to reflect one fiscal year. We also request a budget for the 2007-2008 year and for them to be more specific in their deliverables for the next fiscal year. Stuart Marcus seconded the motion. It was unanimously approved.

A MOTION was made by Michael Webster to accept the MCLA annual report and budget, as edited. Mike Bradbrook seconded the motion. It was unanimously approved.

The meeting was adjourned at 5:30.