By Stephen Smoot
As the summer tourist season hit its midpoint, the Pendleton County Convention and Visitors’ Bureau reviewed activities and developments this year.
Newly installed permanent executive director, Annie Humes, first asked for the financial report. After budget reconciliations, the CVB could report total current funds as of the end of June at $130,088.06.
Other notes from the finance committee included the receiving of assistance from the Pendleton County Commission, though hotel/motel tax receipts had not come in yet. By law, an official county CVB receives support from county hotel and motel tax revenues. She did report that the organization received a local and anonymous donation of $5,000.
“That’s great news,” Humes shared, adding “that’s unrestricted funds . . . we’re deeply appreciative of that.”
Through the year so far, the CVB has come in under budget in payroll. This gives them more flexibility in using unrestricted spending funds for various projects. By law, a CVB receiving hotel and motel tax funds must apply them to a ratio established by law. It sets 40 percent for marketing, 40 percent for payroll and 20 percent for administration and operation.
Humes told the board members that the CVB must remain “mindful” for “adhering to the mandate here.”
The board members heard from the marketing committee next.
Its meeting in the past month focused on tremendous successes so far this year. The CVB in April purchased a “rather large advertising package with New South Media” that started that month “and will conclude at the end of July.”
Humes explained that prior to the campaign, the number of visits to the website hovered in the low hundreds per month. “Those numbers exploded as soon as we started our campaign,” she noted. “In June, we had over 16,000 visits to the website.” Those visitors also showed a tendency to remain longer and look at more materials on the webpage, showing deeper engagement than before.
With email remaining the most productive way to market anything online, the CVB offered a “Getaway Giveaway” basket. Those signing up to win the basket gave their email address to the CVB to remain in contact. This boosted the number of those receiving the monthly newsletter from about 550 to 1,422.
Additionally, the program running the email campaign reports high levels of engagement there as well. Melinda Brooks, board member, said, “There’s some really big things happening here . . . not only are we getting lots and lots of eyeballs on the new website” but “people are spending a significant chunk of time on the website when they get there.” Also, the “open rate” of the newsletter doubles the general industry standard.
Board members also heard about the recent visit of a social media influencer who created a “lovely selection of assets” on her Instagram accounts. All feature some aspect of Pendleton County. The influencer posted video of herself taking a horseback ride to the top of Seneca Rocks, went mountain biking at Sweetwater Farms and much more, including an “epic view” in the words of the influencer, of Germany Valley
Another group, Wild Hair Media, completed a photo shoot for Mon Forest Towns. Shoots focused on the areas around the county’s two official Mon Forest Towns, Franklin and Seneca Rocks. While the CVB has a role in managing these assets, the Town of Franklin has authority over photos of that locality. Since Seneca Rocks has not municipal government, administration of its imagery goes to the Pendleton County Commission.
Mon Forest Towns will also ramp up its regional promotional efforts. As Humes mentioned, the organization will post “a robust website featuring all 12 towns later this summer.”
Humes then shared discussions with the Mills Group, which is crafting the design for Pendleton County welcome signs. She noted that they will also provide designs for “signs we’d like to see in the future,” such as wayfinding and direction signs.
Next, Humes and the board discussed that body’s composition, including the possibility of adding more members. Currently at seven, the bylaws allow up to 11. They agreed that while an even number of board members was acceptable, odd would be preferable in case of a tie vote.
At the conclusion, Humes shared that West Virginia Living’s “Best of” voting opened that week. Anyone can get on that publication’s website to nominate local representatives in all categories. “There was so much energy coming off of this in the past,” said Humes.
She furthermore mentioned that a West Virginia University art professor would join efforts with Petersburg-based muralist Kelson Thorne for a fishing themed creation of public art throughout the area.
