Mendocino County Lodging Association
Board of Directors Meeting Minutes

Wednesday, March 4, 2009
Stanford Inn By The Sea, Mendocino, CA

The meeting was called to order by President Jan Rodriguez at 11:04am. Present were Scott Schneider (ED), Jo Bradley, Jeff Stanford, Cally Dym, Renata Dorn, Richard Strom, Pam Amante, Josie Perla, Chris Knoerdel, Stuart Marcus, Louis Bohannan (guest), Aimee Hanson (guest), Alydia Atkins (guest)Matt Meyer (guest), Jim Hay (guest), Margie Kamb (guest), Kelly Garbarino (guest), Steve Dunnicliff (guest), Karen Fraser (guest). Phone: Christina Affinito, Phil Walker

Privilege of the Floor
• Introductions were held
• Matt Meyer – Yorkville Highlands – Encourages lodging members to develop packages with wineries along Highway 128. Possibility is open to become associate member for $100 annually
• Jim Platt – Pt. Arena Lighthouse Keeper’s Association – Lighthouse has completed remodel and is re-open to visitors. Encourages members to come see the Lighthouse. Also manages rooms on the Lighthouse property and is excited about being a part of MCLA
• Karen Frasier – Living Lite – Very happy to be at the meeting and is very happy when meetings are on the North Coast
• Kelly Garbarino – Cottages at Little River Cove – welcome members to stop by Inn to see what is happening.

President’s Report – Correspondence from Advisory Board – Jan read letter received from Advisory Board dated February 22. A draft response was read responding to the clarifications asked for in the letter. The response included the following point:

• Regarding transparency: MCLA publishes a quarterly newsletter to let members know what is happening with the bid so that they may benefit from the BID. The list serve is also used to inform members of what is happening
• Regarding minutes and agendas: MCLA posts meeting agendas and minutes to mcla.info and sends announcements over the list serve
• Regarding Marketing Activities: MCLA reports on this topic during MCLA’s annual meeting as well as in each newsletter. Members are encouraged to attend meeting to learn more and ask questions
• Executive Director staff position: This issue has been dealt with every year and will, most likely, not be an issue once Visit Mendocino County, Inc (VMC) is established and takes over staffing and administration with an approved marketing plan.
• Fiscal Safeguards: procedures and controls, guidelines and safeguards.
o No funds will be transferred to VMC without an MCLA Board approved marketing plan. This ensures BID funds are still “by lodging, for lodging”
o If MCLA feels VMC is not fulfilling their responsibilities – MCLA will send VMC a letter explaining why they are in breach and give them 10 days to reply and then, if the breach is not corrected within 30 days, funding ceases to VMC.
• Copy of the letter, once edits have been completed will be sent to the Board.

Approval and Posting of Last Meeting’s Minutes
Cally moved to approve January minutes. Jo seconded. Motion passed.

Treasurer’s Report
Savings Account - $79, 765.19
Checking Account - $-52,330.91
A breakdown of Administrative Assistance was provided to accommodate the new office space in Fort Bragg. Office will be shared with the Arts Council of Mendocino County. Rent will be $700 per month with the Arts Council paying $250 (which includes their share of utilities). Income from assessed funds are down only 6% comparing July – Dec 2007 vs. July – Dec 2008.
Jo motions to approve treasurer’s report including breakdown of administrative assistance to accommodate the office in Fort Bragg. This includes $5,000 for office space, $7,500 for office setup, $2,500 for office utilities. $15,000 will be taken from General Administration budget category. Lease will be month to month. Jeff seconds. Motion Passed.

MCPA Report – Alydia Atkins Reported:
• Evaluating Crab & Wine Festival – overall feeling it was very successful
• Assisted MCLA with travel shows by stuffing bags and attendance at LA Travel Show
• Attended AMGEN tour in Santa Rosa to hand out Mendocino information
• Established Mendocino County Promotional Foundation – a 501c3 to apply for grants
• Distributed consumer emails promoting Whale Festivals to over 2,500
• Sent out RFP to re-do Capitol Display in Sacramento
• Partnering with City of Ukiah to host a “North Coast Green Opportunities” conference
• Working with Roots of Motive Power to establish an event in inland area.

Administration Report
• Media tour surrounding the Crab & Wine Days was very successful. 6 media came to judge the events and tour the County. Publications include Via Magazine, SF Chronicle, Coastal Living Magazine, AAA Northwestern Magazine. It is recommended to do another tour surrounding these events again next year for both Mushroom & Wine and Crab & Wine festivals.
• Attended LA Times Travel & Adventure Expo and handed out close to 3,000 bags. Contacts added to MCPA database.
• Discussed the list serve. It was suggested a second list serve be purchased from MCN to use for events and general informational purposes. Original list serve to be used for promotional opportunities, meeting announcements, etc. This way people can opt out of the “event” list serve should they desire without missing out on opportunities.
• HypeHouse suggests not attending the CTTC LA event in April, but to use the funds for a media event in the Bay Area showcasing Mendocino County. Richard motions to accept the recommendation. Pam seconds. Motion Passes.
• Arts Council Update – Anna Kvinsland –
o Council will be sharing an office with MCLA
o New program at Mendocino Coast Botanical Gardens which will be a sculpture garden with rotating art for sale – will rotate every 6 months
o Working with Coast Chamber on “Art Splash” for the FB Whale Festival – 60 artists participated
o Membership is over 230 members. Council had 90 members when partnership with MCLA began
o GoArts calendar ongoing project
o ACMC is also the “go to” organization when dealing with anything arts
o Constantly fulfill requests from HypeHouse
o Help facilitate Showcase collaboratives – one coastal and one inland
o Joined North Coast Tourism Council
• Nature Tourism Coalition Update – Karen Bowers –
o Consensus to do both Countywide and regional maps
o Initiate a blog on gomendo for nature activities
• Media Plan Update – New ad creative passed around for Spring 2009 media plan. Focus groups were held in Los Angeles with an overwhelming amount of votes going to Zida Borcich of Studio Z in Fort Bragg. Louis Bohannan has been contracted to project manage the Spring 2009 media plan. Board members commented on the ads and offered minor adjustments to some of the ads.
o 101 Things To Do Advertising Opportunity – Art Severe - presented costs and benefits of advertising in magazines. Jo motions not to advertise in 101 Things to Do. Cally seconds. Motion Passes.
• Visit Mendocino Update
o Visitor Guide Update – Striker Media Group was hired by MCPA to produce the 2009-2010 visitor guide. Cally motions to approve the $10,500 allocated funds to go towards the Visitor Guide using Striker Media Group. Jo seconds. Motion Passes.

Marketing Committee Report
• Evisions Update – Vikram reported on campaign feeling it is going very well. Richard motions to continue the SEM campaign for two months, as allocated in the budget. Pam seconds. Motion passes.
• Partnership Requests
o Fort Bragg Fireworks Display – Requests $4,000 for the Fort Bragg July 4th Fireworks. Jeff motions to give $1,000 towards the fireworks. The money will be given back if the fireworks do not happen and the funds were not used in attempting to produce the fireworks. Josie seconds. Motion Passes. Fireworks committee is encouraged to put an appeal out to the community including lodging and business owners in order to keep the fireworks running. Board considers this funding as a one-time bailout and is not intended to be a source of funding for future years.

Old Business
• 2009-2010 Annual Report – Updates were provided by the Advisory Board – mostly grammatical. Updated organizational chart. Beginning paragraph was changed to the following: It has been prepared by the Mendocino County Lodging Association (the “MCLA”) in conjunction with the Mendocino County Business Improvement District Advisory Board (the “Advisory Board”) for review and submission to the Mendocino County Board of Supervisors. Jeff motions to adopt the opening paragraph as stated. Cally seconds. Motion Passes. The Advisory Board formally requests the new marketing organization be called, “Visit Mendocino County, Inc.” Discussion ensued to determine whether adding the word “County” takes us away from being a Research Based Organization. Jo motions to recommend to the Visit Mendocino group to name themselves “Visit Mendocino County, Inc”. Renata seconds. Motion Passes.

New Business
• Transparency –
o Jan reminded those in attendance all we have accomplished in the past 2 ½ years of the BID. We have reached over 30,000,000 people through advertising. We have received over $5,000,000 of ad equivalency through PR efforts, pitched to over 500 media. We reached over 10,000 consumers at trade shows. We have established great partnerships with the Arts Council, North Coast Tourism Council, Chambers, California Travel Industry Association, California Travel & Tourism Commission, MCPA, Anderson Valley Winegrower’s, Yorkville Highlands and others.
o Jan requests the conversation be productive and that we hear the concerns, address them and move forward.
o Feelings were shared regarding trust and communication within the Board. The situation with Kevin was not handled properly as many Board members did not know anything that was happening until shortly before the vote to remove him from the Board. The Executive Committee was meeting to deal with this issue and only informed the rest of the Board once a plan of action was developed. This is the first time something like this has ever happened. Next time we will be able to deal with it better.
o It was noted trust need to be rebuilt amongst Board Members and all Board Members will work on re-establishing that trust.
o Feelings were shared we are not communicating with members properly thourgh vague and/or late agendas. It was noted that all Board members have an opportunity to edit and comment on agendas before they are posted. Board Members need to be proactive if they feel an item does not have a proper description.
o The new VMC was explained to all Board Members. MCLA will continue to control its funds as it will not spend any money via VMC if there is no approved marketing plan. The plan will be reviewed quarterly. Funds will cease if the plan is not being followed or if VMC becomes dysfunctional for any reason.
• South Coast Concerns -
o There is concern the South Coast has not been considered in marketing efforts for years. It is requested the South Coast have proper representation in the ongoing decisions and discussions in the marketing. Anyone from the South Coast, whether on the Board or not, are welcome to any VMC meetings to give input and to be a part of the process. Countywide organizations are intimately involved with the marketing plan and implementation and the South Coast is a vital part.
o South Coast has had their share of travel writers (over 18%), articles and press releases (over 80%).
• BID Renewal Process
o Jo motions we update the 4 Cities as well as each of the Board of Supervisors within the next 6-8 weeks on BID activities and Visit Mendocino County, Inc. Richard seconds. Motion Passes.
o Scott encourages all Board Members to attend all BOS meetings and to bring other lodging members with them to the meetings. We have accomplished much and are moving in a positive, productive direction.

Next Meeting
Scheduled for April 1 @ 11am, South Coast, Ca

Adjournment - Cally motioned to adjourn. Jo seconded. 5:05pm