Texas Brazos Trail 2012 Annual Report

EXECUTIVE SUMMARY

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• Jean block • Annual conference • Xmas brochure • Website • Social media • Office move • Accoutning hired bookkeeper • Membership program • Partner interviews • Developed policy and proceedure manual • Marekting plan • Next year strat plan • Marketing

• Ama • Scma • Lackland • Fair • Mcallen • Ttia travel fair • Waco meeting planners

Table of Contents

• Introduction – 4

• Scope of Work - 11

• Finances – 12

• Marketing - 16

• Education – 23

• Legislative – 25

• Calendar Review - 27

• Next year scope of work - 28

• Contact us - 30

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Redman Museum - Waco

Introduction

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Clifton

About Us

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The Texas Brazos Trail region covers eighteen counties in Central Texas. It is one of ten regions in Texas which comprise the award-winning Heritage Trails program of the Texas Historical Commission. The Texas Brazos Trails works with local communities and attractions to encourage economic development through heritage tourism, education and historic preservation. The Texas Brazos Trail also promotes the region to travelers through trade shows and advertising. The Texas Brazos Trail consists of the following counties: Bastrop, Bell, Bosque, Brazos, Burleson, Coryell, Falls, Freestone, Grimes, Hamilton, Lee, Leon, Limestone, McLennan, Madison, Milam, Robertson and Williamson.

Mission & Vision

To promote awareness and encourage preservation of the rich heritage and agricultural

traditions in the 18-county Texas Brazos Trail Region.

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The Texas Brazos Trail Region will increase the economic base of its 18 counties through regional partnerships, heritage tourism, and preservation.

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Old Fort Parker - Mexia

Bosque County Courthouse- Meridian

Our Mission and Vision

A Message From The President

This past year has been both challenging and rewarding for us, but with the guidance, leadership, and support of our Executive Director, Emily Lutz, we as a Board, have been able to make some sound decisions in regards to the past year and also our future.

In December 2010, the THC was going to be completely eliminated from the State

budget and the Trails program was going to be gone. The Executive Directors and the Board of Directors for all of the Trails organized several letter writing and phone call campaigns over the course of the session – with the message that WE mattered, and we were the solution to the problem.

The Brazos Trail went with the specific message of “Get on Board” and handed out

brochures that outlined why were worth investing in. We also had a day at the Capitol where Emily and other Board members visited our representatives and also several volunteers from the region went down and spoke at a budget hearing in front of the Senate. By the end of the session our grass roots effort succeeded and we were put back in the THC budget and the Brazos Trail didn’t lose any funding.

Through this process we came to the realization that becoming self sustaining was

going to have to be our top priority. We have decided that we can’t depend on the government for funding and are working on becoming a self sustaining trail. All ten regions have come together to develop a sustainability plan and to work with the THC on planning a path for our future.

As the Texas Brazos Trail moves into the next year, we are planning a program wide

review. Everything we do will be evaluated. We plan to survey our members and partners, - we want to know what they think. As we move into the future we plan to continue to offer beneficial products and services that will also aid us in our goal of becoming self sustaining.

With all of this being said, I can honestly say, that I am proud to be a Board Member of

the Texas Brazos Trail and look forward to a continued bright and rewarding future. Respectfully Submitted, Debbie Charbonneau

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Message from the Executive Director

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This past year certainly brought a big unexpected challenge for us. We anticipated the “typical” legislative session, but I don’t think any of us realized how much of a fight we would have to put up. With the THC and the Heritage Trails Program initially being totally cut out of the budget, it looked like we were going to cease to exist. However, a grass roots legislative push was started and our supporters really rallied to get the message out to Austin that the Heritage Trails Program was part of the solution. It was only because of the phone calls, letters, and personal efforts of our partners and supporters that this program was saved – and for that we thank you!

As a result, we have decided to make sustainability our main focus. Our goal is to not have to be

completely reliant on federal funding to continue to carry on the work that we do. We would like to be self sustaining at our current funding level by August of 2013.

This summer we began to take the first steps on our long journey. I attended a state wide program

meeting in Van Horn, in which we all developed the beginning of a plan – agreeing to the following two things: We want to continue to be affiliated with the THC, and we all 10 regions agreed to work together to come up with a plan for the future.

I’m very excited to see what the next year brings. We continue to offer all our current programs.

However, we will be revaluating everything we do. We want to listen to our partners and change or add services to meet their needs. We want to develop a membership program that will expand our current reach to hotels, restaurants, business owners and individuals. All of which will help in our path to becoming self sustaining

I feel we have a bright future ahead of us, and can’t wait to see what happens next! Emily Lutz

Thank You To Our Partners!

• Bastrop Convention Center • Bastrop Main Street • Bell County Museum • Bryan/College Station CVB • Calvert Chamber of Commerce • City of Fairfield • City of Mexia • City of Navasota • Clifton Chamber of Commerce • Clifton Main Street • Confederate Reunion Grounds

State Historic Site • Elgin Chamber of Commerce • Elgin Main Street • Franklin Chamber of Commerce • Gatesville Chamber of

Commerce • George Bush Presidential

Library and Museum • Historic Waco Foundation

• Killeen CVB • Madisonville CVB • Meridian Chamber of

Commerce • Old Fort Parker • Red Caboose Winery • Rockdale Chamber of

Commerce • Salado Tourism Office • Smithville Chamber of

Commerce • Texas Engineering Extension

Service • Temple CVB • Texas Department of Agriculture • Valley Mills Vineyards Winery • Waco CVB • Washington on the

Brazos/Fanthorp Inn

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Board of Directors

• Kelita Alberts Rural Tourism Information Center - Giddings

• Brian Blake TEEX, College Station

• Damaris Neelley Clifton Main Street Program Susan Morton Treasurer Waco Conventions and Visitor Bureau

• Debbie Charbonneau President Village of Salado

• Nancy Glover Vice President Temple Conventions and Visitor Bureau

• Connie Kuehl Killeen Conventions and Visitor Bureau

• Duane McGregor Cameron Park Zoo - Waco

• Pattie Sears College Station Conventions and Visitor Bureau

• Nancy Wood Secretary Bastrop Main Street Program

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Scope of Work

•2012 Accomplishments:

• Financial

•Marketing

•Programs & services

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FINANCIAL 12

Salado Creek, Salado

In-Kind Contributions

Item Mileage Hours Other Value

Board Meetings 5,067 246.5 $7,926

Board Conference Calls 108 $2,252

Board – Other Meetings 985 53 $2,435

Legislative Day 416 25 $750

Culinary Workshop 1,186 101 $600 $4,043

Board of Directors - Other 336 $7,006

State Fair Volunteers 3,200 72 $1,600 $4,861

Other donations $175

Tech Trends Workshop 20 $417

TOTAL $29,865

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Budget 2012

Proposed Budget Budget Item Amount

Income $75,000

Expenses

Salary/Benefits/Taxes $50,880

Communications $ 1,500

Dues & Subscriptions $500

Equipment $ 500.

Insurance $ 1,100

Bookkeeping $1,400

Printing $300

Postage/Shipping $900

Supplies $ 750

Travel/Meetings $6,000

Travel – Training $3,000

Misc $ 500

Board Expenses $750

Marketing/Promo $ 6,920

Total Expenses $75,000

Actual Budget Budget Item Amount

Income $75,000

Expenses

Salary/Benefits/Taxes $53,581

Communications $ 1,405

Dues & Subscriptions $504

Equipment $ 228

Insurance $ 744

Bookkeeping $2,000

Printing $294

Postage/Shipping $558

Supplies $ 477

Travel/Meetings $3,302

Travel /Training $5,567

Misc $ 56

Board Expenses $1,219

Marketing/Promo $ 2,356

Total Expenses $72,291

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SUSTAINABILITY

Social Enterprise with Jean Block

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Expedition Training (taken from the Jean Block Executive Summary)

Expedition™ is a structured process to guide and help nonprofits to identify reasonable opportunities for earned income to build sustainability and self-sufficiency. The program uses a comprehensive workbook, classroom presentations, team work, and guided homework over a period of about nine months. Key elements in the Expedition™ program include: • Module 1: Organizational Focus, Goals and Desired Outcomes

• Mission, Vision and Core Values • Internal and External Forces – what is motivating your agency to develop earned income? • Mission and Dollar Goals – how will you determine success? • Stakeholder Communication – who are your stakeholders? What are their concerns? How

will you communicate with all stakeholders?

• Module 2: Assets, Opportunities and Objective Evaluation Criteria • Inventory of Agency Assets – core competencies. • Set Objective Criteria – to evaluate earned income opportunities. • Brainstorm Opportunities – based on current agency assets.

• Module 3: Venture Market research Part 1 – The Customer(s) • Introduction to Market Research. • Market Trends. • Target Markets. • market size • buyer and user profiles • buyer and user motivation • Target Market Planning.

• Module 4: Venture Market Research Part 2 – The Competition • Direct Competition. • Indirect Competition. • Market Differentiation.

• Module 5: Costing, Financing and UBIT • Defining Costs - direct, indirect, start up and recurring. • Break Even Point – Profit Margin.

• Module 6: Sales Planning • Customer Profiles. • Market Positioning. • Distribution Methods. • Pricing. • Promotion.

• Module 7: Business Plan Development and Next Steps 16

Expedition Training (taken from the Jean Block Executive Summary)

The Process –Texas Heritage Trails 2011-2012 • In September, 2011, staff and board representatives of nine Heritage Trails met to begin

the Expedition™ training program: Brazos, Forest, Forts, Independence, Lakes, Mountain, Pecos, Plains, and Tropical Trails. Hill Country Trail did not attend this or any of the other sessions. The group identified a guiding vision statement:

”All Texans can connect with their roots and visitors can experience the Texas story”

• The group opted to work together as a comprehensive team, rather than as independent

entities to perform the initial research, identify assets, and identify earned income opportunities to be taken through market research and feasibility studies.

• At the second training session in February 2012, three potential income ventures were

identified and teams were developed to carry forward with market research and feasibility. At this juncture, Forest Trail representatives opted to move forward with an independent earned income opportunity to be determined by them.

• Venture #1 – Tours (concierge/travel info for tour guides, trip planners, travel agents)

• Team Leader: Beth Nobles ( Mountain) • Team Participants: Margaret Hoogstra (Forts), Deborah Sue McDonald (Plains) and Lee

Towns (Independence).

• • Venture #2 – Media (cds, videos promoting heritage, culture, nature)

• Team Leader: Emily Lutz (Brazos) • Team Participants: Scott Jordan (Pecos), Bart Wales, Cynthia Martin (Tropical), Jill Campbell,

Patty Bushart (Lakes)

• Venture #3 – State Parks Pass Invoicing

• Team Leader: Kim Phillips (Lakes) • Team Member: Margaret Hoogstra (Forts)

• At the third and final formal training session in May, 2012 the three ventures were

deemed to have good income potential over time and further research needs were identified. Forest Trail and Independence Trail did not participate in this session. All ventures will enhance the niche market identified - heritage, culture and nature.

• The Media Venture group was split into two teams:

• Idea A – Film Festival • Team Leader: Emily Lutz

• Idea B – Media Opportunities

• Team Leader: Bart Wales

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Expedition Training (taken from the Jean Block Executive Summary)

Current Status • The three teams have researched the potential for these three income ventures, learning

much about their own organizations and identifying ways to enhance their current programs and services. They now know that further research is required to complete the business planning phase, including research into specific potential buyers and end users, costs, sales planning and more.

• After discussion, the participating Trails teams agreed that establishment of an LLC to run

the business ventures would be the best business model. The LLC will have to establish its own business plan with costs to operate, goals and objectives, revenue investment and revenue sharing, etc. Initially, the Executive Directors of the participating Trails would serve as the founding member/partners.

• There was also agreement that the LLC would contract with a business manager who

would coordinate contracting with a business consultant to assist in completion of the business plans for those ventures that continue to appear most feasible.

Next Steps • Share this Executive Summary with Leadership of all 10 Trails and the Texas Historical

Commission liaison. Jean Block will complete the Summary by 6.1.12. • Gain buy in from all Trails leaderships who want to participate in the earned income

ventures going forward. Approve initial investment of $5,000 per participating Trail for this fiscal year to fund set up of the LLC and hiring of a business manager and business consultant to assist in the development of business plans.

• Move forward with establishment of the LLC. Margaret, Kim and Emily will coordinate

this effort. Establish original member/partners, operating documents and business plan for the LLC’s business.

• Gain commitment of up to $5,000 per participating Trail during the next fiscal year by to

fund the operation of the LLC as needed. • Participating Trails will confirm their commitment to Jean Block by July 1, 2012.

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Expedition Training (taken from the Jean Block Executive Summary)

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MARKETING

How we promoted the region

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Bell County Museum - Belton

Elgin

Christmas Event Brochure

• This was our 8th annual version of this brochure

• We had nine partners participating

• Printed 20,000 copies

• Distributed to all 10 TICs, regional partners, regional visitor centers, Texas State Fair, and email/web brochure requests

• Brochure shown on next two pages

21 Georgetown

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Tradeshows and more…

• Texas State Fair The fair is one of our favorites! We had six partners who put their information in front of 750,000 people that passed through the building.

• TTIA Travel Fair This show is focused on keeping information about our destination fresh in the minds of people who work at travel information centers across the state.

• Lackland Travel Expo Held on the Air Force base in San Antonio, this show puts our information in the hands of military personnel.

• McAllen Travel Show This show is for winter Texans, and allows us to provide them with travel ideas.

• ________________ • New TIC Display

The state TICs offer the opportunity for destinations to put up a display at one of the TICs for six months at a time. Our display materials were badly out of date. We had 14 partners participated on the re-vamp of the project.

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Volunteers at the State Fair

Facebook

• About halfway through the year we realized we were not using our Facebook page to its full potential

• We did two rounds of Facebook advertising (a total of $400 spent)

• We increased our fans from 106 to 1202 over the next six months – that’s a 1,034% increase !

• Almost every day we post about something going on in the region, our favorite places to eat or shop, or just talk about random facts related to a place in the region.

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Want us to talk about you on Facebook? Email us your tidbits and happenings

Like Us! WWW.FaceBook.com/TexasBrazosTrail

EDUCATION 26

Annual Conference Heritage Tourism Award Winners

• Best Heritage Tourism Project - Camp Hearne, a WWII POW camp.

• Best Marketing Idea – Temple CVB for their work on the social media site Pinterest.

• Volunteerism Award (created to recognize all the local community volunteers that make tourism possible in their community) – Joyce Packard, a volunteer for the Waco CVB.

• Bright Idea Award – Cultural Arts Fest (Waco) for their plans to create a memorial for hometown hero Doris Miller (WWII hero during the attack on Pearl Harbor and first African American to receive the Navy Cross).

• Sharon Barnes Award (named after a founding member of the Texas Brazos Trail board and first board president – she loved the Texas Brazos Trail. Sharon passed away 2 years ago) given to Damaris Neelley for her contributions and dedication to the Brazos Trail.

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Calendar Highlights Dates of Note From the Last Year:

• September

• 9 – Forts/Lakes/Brazos Meeting

• 21-22 – Heritage Trails Strategic Planning – San Antonio

• 23 – THC Conference Call

• 25-27 – South Central Motorcoach Association – Fort Worth

• October

• 1 – Save Texas History Symposium – Austin

• 3-5 – County Judges Annual Meeting – Odessa

• 4 – International Festival and Events Conference – Fort Worth

• 10-12- Texas Brazos Trail - State Fair - Dallas

• 21 – Lackland Air Force Base Travel Expo

• 24 – Waco Rotary Club Presentation

• 27 – Board Meeting

• November

• 1-3 – Jean Block Module 1 – Denton

• 4 – THC Website Preview

• December

• 1-3 - Heritage Trails Program Meeting, San Angelo

• 6 – Hico EDC Presentation

• 9 – Board Meeting - Salado

• January

• 6-7 – McAllen Travel Show

• 8-10 – American Bus Association Marketplace – Fort Worth

• 11-12 – Led ABA’s Prehistoric Texas FAM Tour

• 20 – Board Meeting Conference Call

• February • All month – partner interviews • 3 – Lion’s Club Presentation - Bryan • 8 – Jean Block team meeting • 17 – Board Meeting • 21-22 – Jean Block Module 2 – Round

Rock • March

• 6 – Jean Block team meeting • 16 – Board meeting conference call • 22-23 – Preservation Texas

Conference – Austin • 29 – THC conference call

• April • 2 – Jean Block conference call • 19 – TTIA’s Travel Fair – Waco • 26 – Jean Block team conference call

• May • 3 – Jean Block team conference call • 14 – Jean Block web meeting • 22-23 – Jean Block Module 3 - Waco

• June • May 31-June 1 – Brazos Trail Annual

Conference – Temple • 5-7 – THC meeting – Kingsville • 15 – Board meeting

• July • 23 – THC website conference call • 25 – Lakes Trail Annual Meeting –

presentation - Granbury • August

• 9-10 – Plains Trail Round-up – presentation – Big Spring

• 20 - Marketing meeting • 21 – Budget meeting • 30 – Mexia Rotary Club - presentation

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LOOKING FORWARD: 2013 29

Fanthorp Inn - Anderson

Overview 2013

• Organizational Sustainability • Develop a two year financial plan and budget • Explore alternative funding sources including memberships

& sponsorships • Reevaluate financial protocols and documents • Develop a plan with the other trail regions to become a

sustainable program

• Programming & Product Development • Find out from partners what programs and product

development they would like to get from us • Hold an annual Brazos Trail Conference • Develop a Membership Program

• Marketing & Promotions

• Develop a marketing and social media plan • Continue to develop themed itineraries and brochures • Continued participation in tradeshows –consumer and group

travel • Investigate “video” advertising • Continue with social media • Continue to use website as a promotional tool • Offer a variety of Print Advertising

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We Moved!

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• Website: TexasBrazosTrail.com

• Facebook: Facebook.com/TexasBrazosTrail

• Twitter: @TxBrazosTrail

• Phone: 254/749-5256

• Fax: 254/633-2292

• Email: info@TexasBrazosTrail.com

Dr Pepper Museum - Waco

P.O Box 812 Waco, TX 76708 Thank you Dr Pepper Museum!

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