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Visit High Point projects slight occupancy‑tax dip, highlights visitor‑center gains
Summary
Melody Burnett, president and CEO of Visit High Point, presented a FY26–27 budget showing a projected roughly 1% drop in occupancy‑tax revenue and plans to shift some marketing and printing expenses after a recent website investment; she reported visitor‑center visits up 25% and concierge traffic up 41%.
Melody Burnett, president and CEO of Visit High Point, told the council that Visit High Point expects a modest softening in occupancy‑tax revenue next fiscal year and is adjusting spending priorities to preserve core services.
"We are projecting a little bit of softening ... from 2,362,000 to 2,350,000, which is about a 1% dip," Burnett said, attributing the decline to broader macroeconomic caution in consumer travel. She said the organization manages its primary funding—an occupancy tax shared with Greensboro—along with roughly $400,000 in ancillary revenue and a Drive High Point Foundation (a 501(c)(3)) that supports grants and special projects.
Burnett outlined expense allocations: administrative costs account for about 30% of Visit High Point's budget, operations around 18%, direct group business about 13% and events and tourism promotion the remainder. She said the organization intends to reduce some tourism advertising after a large website investment and would reinvest where needed in printing and event development.
Burnett also highlighted several performance metrics: "visitor center traffic is up 25%," concierge traffic is up 41%, and furniture‑shopping mailouts are up about 25%, metrics she used to justify continued investment in small‑meeting sales and events such as Winterglow and Savor High Point.
Council members asked how hotel development and sporting events have affected visitation. Burnett said the new SpringHill Suites and increased sports tourism (including rowing championships and professional teams) have contributed to recent increases, and that many bookings are short lead‑time. She recommended coordination with downtown event programming to capture conference attendees and direct them to Social Saturdays and other downtown experiences.
Burnett closed by noting staffing will remain essentially unchanged (ten full‑time staff equivalent, two part‑time visitor‑center roles) and by asking for council feedback on the proposed allocations ahead of the city’s budget calendar.
