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Orange County Visitors Bureau outlines $2.5 million budget, marketing priorities and America 250 plans
Summary
At its Jan. 21 advisory board meeting, the Orange County Visitors Bureau reviewed its $2.5 million budget and staff structure, reported tourism generates about $300 million annually, and described America 250 activities including a state-funded book project and festival planning for summer events.
The Orange County Visitors Bureau presented its budget, marketing priorities and America 250 programming at the advisory board meeting on Jan. 21, according to staff and board members.
Executive Director Laurie Paolicelli said the bureau was funded in 1992 by Orange County’s occupancy tax and currently operates with a $2.5 million budget and a six-person staff. Paolicelli said the bureau’s priorities include positioning Orange County as a desirable tourism destination through search-engine optimization, algorithm-driven outreach and an expanded digital presence, and broadening the county’s tourism "product" by investing in marketing, events and attractions.
Paolicelli reported that tourism in Orange County generates roughly $300 million annually, a figure she cited to support efforts to build new events and experiences that keep visitor spending in the county. She described recent creative assets from the bureau’s advertising agency that promote local venues and the arts, aiming to highlight Chapel Hill’s offbeat and cultural character.
Paolicelli also described the bureau’s role in America 250 programming. The bureau received a state grant to produce a book, A Gathering of Voices from Orange County, documenting community change since the bicentennial; Paolicelli introduced Valerie Schwartz, who read an excerpt on Native American history. Paolicelli asked Katie Murray to outline plans from the Orange County Arts Commission: the commission has a pilot event coordinator but did not secure funding for a large-scale summer event. Murray said the Town of Hillsborough has some funding and a proposal to host a July 4 event; the cancellation of Durham’s Festival on the Eno has created a gap for artists who rely on festival income.
Board members asked questions about peer CVB funding and local event planning. Craig Lloyd asked whether Raleigh and Durham convention and visitors bureaus rely exclusively on occupancy tax; staff said Raleigh draws on occupancy tax plus a hotel tourism industry tax and Durham combines occupancy-tax allocations with development-directed allocations. Jon Hartman-Brown asked why the Festival on the Eno had been canceled; Katie Murray said the cancellation stemmed from internal issues but confirmed the event had been a successful draw for artists.
Paolicelli also briefed the board on upcoming events: she noted that Savannah Bananas tickets had sold out and that the University of North Carolina continued efforts to sell some suite inventory for related events.
The board did not take policy action during the presentation; Paolicelli said staff would follow up on outstanding festival proposals and funding decisions.
