Marketing Committee
Hill House Inn
June 6, 2007


The meeting was called to order by Richard Strom at 10:35. Also present were
Jeff Stanford, Pam Amante, Mike Bradbrook, Josie Perla, Jo Bradley, Cally Dym
(guest), Herman Seidel (guest), Steven Musser, Jan Rodriguez, Kevin Gallagher,
Stuart Marcus, Steven Musser, Michael and Scott Schneider.

III. Approval of Minutes – Jan Rodriguez made a motion to approve the minutes
From the last meeting. Jeff Stanford seconded the motion. It was approved.

IV. Administrator’s Report – Scott Schneider reported on the SATW/PSRA conference in LA. It went well and Mark and Kristi from Hype House, as well as Scott, all pitched stories to travel writers.

Scott also reported on the May 16, 2007 MCLA retreat and those that were not able to attend were given a handout and Scott will telephone them and let them know highlights of the retreat.

V. Chairman’s Report – No report given.

VI. Old Business – a draft for the interim fulfillment piece was passed around. It was agreed that the bottom picture on the front cover should be changed to reflect, “Wines, Waves & Wilderness.” Scott will contact Ozone to have this changed.

Pam Amante made a motion to print 40,000 pieces, paying $7,500 for paper. Jeff Stanford seconded the motion. It was unanimously approved.

Partnership: Nature Tourism workshop asked MCLA to fund an internal nature tourism website. Approximate cost is $1000. The idea is to make it a part of gomendo.com.

Jeff Stanford made a motion that we grant $1000 to create an enhanced version of gomendo.com to incorporate nature tourism with a public and private section. MCLA encourages the nature tourism group to use email blasts/blogs/videos to communicate. MCLA to administer the website. Pam Amante seconded the motion. It was unanimously approved.

Artists coalition, “Power of Six”, requests $700 to promote show from July 18 to August 12.

Jeff moves we match up to $350 in funds for the event. We further explain we are looking into to how to deal with so many requests. We are funding this due to the urgency. Pam Seconds. Unanimous.


The Mendocino Film Office requests $5000 of funding.

Jeff Stanford moves to fund the film office with the conditions of tying the website into gomendo.com and to adopt a promotional logo for the film office to enhance the branding of Mendocino County. Pam Amante seconds the motion. It was unanimously approved.

VIII. New Business – The marketing budget was handed out for overview and discussion.

Advertising Opportunities – Committee discussed joining the SFVCB for $1350 a year. The annual fees would pay for rack space, access to promotional opportunities.

Josie Perla made a motion to join the San Francisco Convention & Visitors Bureau. Steven Musser seconds the motion. It is unanimously approved.

Horizon Air – A discussion ensued regarding advertising in the on flight magazine in Horizon Air and similar magazines. A subcommittee was formed to research and report back to marketing committee. Jeff, Richard, Jan & Scott were assigned to this sub committee. They will report to the marketing board at the next meeting.

San Jose Entertainer – we have decided not to advertise.

Jeff Stanford made a motion to fund the project, Weekend Explorer, based on the grant received from CTTC. We will request funds from MCPA & MWWC. This will be a joint marketing initiative. Pam Amante seconded the motion. It was unanimously approved.

Sales Arm of Campaign:
Will Hype House be our Sales Team?
Sacramento Bee travel show – check into this
Focus on editorial – tag onto to consumer show if makes sense
Focus on consumer in Sacramento, SF area – priority
Get travel writers interested in Mendocino County
Organize as an association to promote the groups, large travel agents, etc.
Figure out inexpensive fulfillment – bag, usb drive, etc.
Show in Seattle/Portland?

Ozone/Hype House contracts:

Jan Rodriguez made a motion to contract separately with Hype House and Ozone. Steven Musser seconded the motion. It was unanimously approved.

Scott will come up with a budget and contract proposals for both Ozone & Hype House.

Ozone to come to the marketing committee with a proposal and let us know what worked and what did not work.

Identifying Other Sources of Advertising & Marketing: There are so many websites promoting lodging, county that we considered having MCLA join them and redirect to gomendo.com. This would give us more sources of referrals. The subcommittee formed to look into advertising in Horizon Air will also do research on the various websites.

Measuring BID effectiveness: Scott to research possibilities into measuring the results of the BID thus far.

MCLA Sales effort: Documentation was passed out and reasons given for having a sales effort in conjunction with our marketing program. It was agreed that a sales effort is needed to enhance the overall campaign.

The meeting was adjourned at 12:45 pm.