Lodgers’ Tax Advisory Board Meets Jan. 15

COUNTY News:

Los Alamos County Lodgers’ Tax Advisory Board meets 1-3 p.m. Tuesday, Jan. 15 at the Holiday Inn Express & Suites, 60 Entrada Dr.

Agenda

I. ADMINISTRATIVE ACTIONS All 1:00 p.m. (10 min.)
A. Call to Order/Introductions
B. Review of the Statement of Antitrust Policy
C. Approval of Today’s Agenda
D. Public Comment
E. Approval of Minutes
II. PRESENTATION/Q&A 1:10 p.m. (30 min.)
County Trails Network Plan
Craig Martin, Los Alamos County Open Space Specialist
III. BOARD DISCUSSION/ACTIONS 1:40 p.m. ( 5 min.)
A. White Rock Visitor Center Interpretation Signage/Display Costs All
IV. ANNOUNCEMENTS/QUORUM ACTIONS 1:45 p.m. (20 min.)
A. Board Appointments Kelly
B. Boards & Commissions Luncheon/Tour of Muni Bldg,:11:30 a.m.-1 p.m., Jan. 17 Kelly
C. Council FY13-14 Budget Discussion: Jan. 29 Council Meeting Kelly
D. LTAB Contracts Update Kelly
E. County Economic Development Projects Update Kelly
F. Creative District Advisory Committee Update Kelly
G. State Tourism Update Kelly
H. New Mexico Tourism Department/Region V Update Kelly
I. Marketing, Advertising & P.R. Highlights David Empey, Griffin and Assoc.
J. Visitor Trends and Operations Highlights Kevin Holsapple, LAMVB
K. Pick 6: Targeted Destination Outreach Events-Status All
L. Other
V. STRATEGIC PLANNING 2:00 p.m. (25 min.)
A. Mid-Year Review FY13 Workplan Goals/Objectives/Tactics
B. Mission, Goals, Areas of Focus, Marketing Objectives/Measures
C. FY14 Vision and Workplan Goals/Objectives/Tactics
VI. NEXT MEETING(S): Feb. 12, 2:25 p.m. ( 5 min.)
A. Agenda Items: FY14 Workplan, Visitor Promotion Contract Focus (FY13-14),
Visitor Operations Focus (FY13-14)
VII. ADJOURN MEETING/BEGIN RECEPTION FOR LINDA DECK and KEN ASHLEY 2:30 p.m.

LODGERS’ TAX ADVISORY BOARD STATEMENT OF ANTITRUST POLICY

This reminds all Lodgers Tax Advisory Board members that certain topics are not proper subjects for discussion and consideration at any Board meeting, whether formal or informal.

While it is entirely appropriate to meet as a Board to discuss common programs and areas of interest, it must be kept in mind that the members are competitors and any action taken to eliminate, restrict, or govern competition among members is a violation of the antitrust laws.

If there is any discussion at Board meetings relating to significant factors of competition among the members, an inference may be raised that such discussion among competitors is for the purpose of agreeing upon a common course of business conduct.

Among the topics which should never be discussed at Board meetings are room rates, surcharges, conditions, terms and prices of services, allocating or sharing of customers, and refusing to deal with a particular supplier or class of suppliers.

Agreements among competitors relating to any of these subjects are per se violations of the antitrust laws, and can lead to severe criminal and civil penalties.

It is essential, therefore, that Board members prevent any meeting from becoming a forum for any type of discussion which might lead to or be construed as an understanding or agreement, expressed or implied, with respect to any essential element of competition.

Lodgers’ Tax Advisory Board 2013 Meeting Dates:

  • Jan. 15
  • Feb. 12
  • March 19
  • April 16
  • May 14*
  • June 18
  • July 16
  • Aug. 20
  • Sep. 17
  • Oct. 15
  • Nov. 19
  • Dec. 17

*New or Adjusted Meeting Date
**Additional Meeting for Strategic Planning and Holiday Celebration

All LTAB meetings are scheduled on the third Tuesday* of each month and are held at the Chamber of Commerce Conference Room, 109 Central Park Square in Los Alamos pending completion of the new Municipal Building.

LTAB FY-13 MEMBERS:

Agatha Marquez, Chair – Lodging Industry Representative
Rob Dixon, Vice Chair – Tourism Industry Representative
Jason Lott – Tourism Industry Representative
Vacant – Lodging Industry Representative
Vacant – Representative of the General Public

MISSION:

To advise the County Administrator and County Council on the expenditures of funds received through Lodgers’ tax for advertising, publicizing and promoting tourist attractions and facilities in and around the County of Los Alamos. And to increase overnight visitors.

GOALS:

  • Enhance our appearance;
  • Improve visitor service;
  • Promote our assets history, recreation, science;
  • Communicate strategically; and
  • Measure our progress.

AREAS OF FOCUS:

  • Destination Vitality;
  • Heritage Tourism;
  • High Altitude Sports & Recreation;
  • Hospitality; and
  • Branding and Marketing.

MARKETING OBJECTIVES/MEASURES:

  • Heads in Beds – 2 percent increase in lodgers’ tax revenues;
  • Advertising and Publicity – $7 million gross impressions from paid and earned advertising;
  • Facebook – 2,000 Facebook friends say “I like this”;
  • Website – 375,000 page views; and
  • Visits – 18,000 visitors/survey completions.
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