Historic Triangle Recreational Facilities Authority

City of Williamsburg Agenda Historic Triangle Recreational Facilities Authority Meeting Wednesday, August 14, 2024 @ 3:00 PM 412 N. Boundary Street, Williamsburg, VA 23185 Page 1. CALL TO ORDER 2. ROLL CALL 3. APPROVAL OF MINUTES 4. BOARD MEMBER ANNOUNCEMENTS 5. REPORTS 5.1. Financial Report 3-6 HTRFA - FINANCIALS - FY25 JULY 24 5.2. Executive Director's Report 5.3. WSEC Operator Report 5.4. Legal Report 6. OPEN FORUM 7. CLOSED SESSION 7.1. Closed Session 1. Pursuant to VA Code Section 2.2-3711(A)(29) – Discussion 7 of the Award of a Public Contract Involving the Expenditure of Public Funds, Including Interviews of Bidders or Offerors, and Discussion of the Terms or Scope of Such Contract, Where Discussion an Open Session Would Adversely Affect the Bargaining in Negotiating Strategy of the Public Body (Operator RFP, Naming Rights RFP, ) or and 2. Pursuant to VA Code Section 2.2- 3711(A)(6) - Discussion or Consideration of the Investment of Public Funds Where Competition or Bargaining Is Involved, Where, If Made Public Initially, the Financial Interest of the Authority Would Be Adversely Affected (Executive Director for Authority, position details as employee or consultant initially). AIS-24-060 7.2. Certification of Closed Session 8 AIS-24-061 8. PUBLIC HEARINGS 9. UNFINISHED BUSINESS 9.1. Presentation, Discussion, and Action Regarding Resolution #24-03 Ratifiing 9 - 11 and Confirming the Terms of the Pricing and Sale of its Recreational Facility Revenue Bonds, Series 2024 on August 8, 2024 to Mesirow Financial - Sands Anderson & Davenport & Co AIS-24-057 9.2. Presentation and Discussion Regarding the Proposed Operating Budget and 12 - 54 Marketing Plan for the Williamsburg Sports and Events Center - Steve Ryan, Kemper Sports Management Page 1 of 60  AIS-24-058 10. NEW BUSINESS 10.1. Consideration and Action Regarding Authorizing the Chair to Execute a Right 55 - 60 of Use Agreement with the Colonial Williamsburg Foundation for Utilities Associated with the Williamsburg Sports and Events Center - Sands Anderson AIS-24-059 11. ADJOURNMENT Page 2 of 60  HISTORIC TRIANGLE RECREATIONAL FACILITIES AUTHORITY BALANCE SHEET July 31, 2024 FY 2025 FY 2025 FULL ACCT ACCT DESCRIPTION ORGINAL REVISED BUDGET BUDGET FY 2025 ACTUAL 007-00-0000-11001 -HTRFA CASH $ - $ - $ 4,590,882.31 007-00-0000-11002 -HTRFA CASH-PAYROLL - - - 007-00-0000-13010 -ACCOUNTS RECEIVABLE - - - TOTAL ASSETS $ - $ - $ 4,590,882.31 007-00-0000-25001 -ACCOUNTS PAYABLE $ - $ - $ 104.00 007-00-0000-25060 -ACCRUED PAYROLL PAYABLE - - - 007-00-0000-27022 MEB ESCROW - - 345,733.00 TOTAL LIABILITIES - - 345,837.00 007-00-0000-39030 ASSIGNED F.B. - DEBT SERVICE $ 4,245,045.31 007-00-0000-39999 -UNASSINGED FUND BALANCE - - - TOTAL BALANCE $ - $ - $ 4,245,045.31 TOTAL LIABILITIES AND FUND BALANCE $ - $ - $ 4,590,882.31 Page 3 of 60 Page 1 of 4  HISTORIC TRIANGLE RECREATIONAL FACILITIES AUTHORITY STATEMENT OF REVENUES, EXPENDITURES, AND CHANGES IN FUND BALANCE FOR MONTH ENDED JULY 31, 2024 FY 2024 FY 2024 FULL ACCT ACCT DESCRIPTION ORGINAL REVISED REMAINING BUDGET BUDGET FY 2024 ACTUAL ENCUMB BUDGET REVENUE 007-00-0400-44440 - MAINT. OF EFFORT - WILLIAMSBURG $ 586,274.00 $ 586,274.00 $ 586,273.12 $ - $ 0.88 007-00-0400-44441 DEBT SERVICE CTRB - WILLIAMSBURG 1,150,000.00 1,150,000.00 1,150,000.00 - 007-00-0400-44450 MAINT. OF EFFORT - JCC 542,302.00 542,302.00 542,302.64 - (0.64) 007-00-0400-44451 JCC OPERATING SUBSIDY 400,000.00 400,000.00 - 400,000.00 007-00-0400-44460 MAINT. OF EFFORT - YORK COUNTY 321,424.00 321,424.00 80,356.06 - 241,067.94 007-00-0400-44461 YORK COUNTY OPERATING SUBSIDY 400,000.00 400,000.00 - 400,000.00 007-00-0400-44465 - TOURISM ALLIANCE - - - - - 007-00-0400-44200 INTEREST INCOME 180,000.00 180,000.00 15,195.56 - 164,804.44 TOTAL REVENUE $ 3,580,000.00 $ 3,580,000.00 $ 2,374,127.38 $ - $ 1,205,872.62 OPERATING EXPENDITURES 007-00-0500-51001 - SALARIES & WAGES $ 160,000.00 $ 160,000.00 $ - $ - $ 160,000.00 007-00-0500-52001 - FICA 12,200.00 12,200.00 - - 12,200.00 007-00-0500-52002 - RETIREMENT-VRS 28,800.00 28,800.00 - - 28,800.00 007-00-0500-52005 - HOSPITALIZATION 16,000.00 16,000.00 - - 16,000.00 007-00-0500-52006 - GROUP LIFE INSURANCE 2,100.00 2,100.00 - - 2,100.00 007-00-0500-52016 - TRAINING - - - - - 007-00-0500-53002 - PROFESSIONAL SERVICES 24,500.00 24,500.00 - - 24,500.00 007-00-0500-530042- MAINTENANCE, BUILDINGS - - - - - 007-00-0500-530043- MAINTENANCE, OFFICE EQUIPMENT - - - - - 007-00-0500-53005B- OTHER LEGAL FEES 225,000.00 225,000.00 12,146.00 - 212,854.00 007-00-0500-53006 - PRINTING 500.00 500.00 - - 500.00 007-00-0500-55101 - ELECTRICITY 2,000.00 2,000.00 - - 2,000.00 Page 4 of 60 Page 2 of 4  HISTORIC TRIANGLE RECREATIONAL FACILITIES AUTHORITY STATEMENT OF REVENUES, EXPENDITURES, AND CHANGES IN FUND BALANCE FOR MONTH ENDED JULY 31, 2024 FY 2024 FY 2024 FULL ACCT ACCT DESCRIPTION ORGINAL REVISED REMAINING BUDGET BUDGET FY 2024 ACTUAL ENCUMB BUDGET 007-00-0500-55102 - HEATING - - - - - 007-00-0500-55103 - UTILITIES WATER/SEWER - - - - - 007-00-0500-55201 - POSTAGE 200.00 200.00 - - 200.00 007-00-0500-55203 - TELECOMMUNICATION 2,100.00 2,100.00 - - 2,100.00 007-00-0500-55301 - INSURANCE - - - - - 007-00-0500-55410 - UNIFORMS & APPAREL - - - - - 007-00-0500-55413 - OTHER OPERATING SUPPLIES 3,000.00 3,000.00 3,380.50 - (380.50) 007-00-0500-55501 - TRAVEL -MILEAGE - - - - - 007-00-0500-55503 TRAVEL 2,000.00 2,000.00 - 2,000.00 007-00-0500-55801 - DUES & ASSOCIATION MEMBERSHIPS 500.00 500.00 - - 500.00 007-00-0500-55838 - PRINCIPAL PAYMENTS - - - - - 007-00-0500-55839 - INTEREST PAYMENTS - - - - - 007-00-0500-55840 - COST OF BOND ISSUANCE - - - - - 007-00-0500-55869 - CONTINGENCY 10,000.00 10,000.00 - - 10,000.00 007-00-0500-55872A BANK FEES 100.00 100.00 - - 100.00 007-00-0500-58001 - LEASE/RENT OF EQUIPMENT - - - - - 007-00-0500-58003 - LEASE - LAND 220,000.00 220,000.00 - - 220,000.00 TOTAL OPERATING EXPENDITURES $ 709,000.00 $ 709,000.00 $ 15,526.50 $ - $ 693,473.50 TRANSFERS 007-00-0500-59988 TRANSFER TO OPERATING RESERVE $ 800,000.00 $ 800,000.00 $ - $ - $ 800,000.00 007-00-0500-59989 TRANSFER TO CAPITAL RESERVE 371,000.00 371,000.00 - - 371,000.00 TOTAL TRANSFERS $ 1,171,000.00 $ 1,171,000.00 $ - $ - $ 1,171,000.00 Page 5 of 60 Page 3 of 4  HISTORIC TRIANGLE RECREATIONAL FACILITIES AUTHORITY STATEMENT OF REVENUES, EXPENDITURES, AND CHANGES IN FUND BALANCE FOR MONTH ENDED JULY 31, 2024 FY 2024 FY 2024 FULL ACCT ACCT DESCRIPTION ORGINAL REVISED REMAINING BUDGET BUDGET FY 2024 ACTUAL ENCUMB BUDGET CAPITAL EXPENDITURES 007-00-0505-67080 - 2019-INDOOR SPORTS COMPLEX $ 1,700,000.00 $ 1,700,000.00 $ 2,132,900.00 $ - $ (432,900.00) TOTAL OPERATING AND CAPITAL EXP $ 3,580,000.00 $ 3,580,000.00 $ 2,148,426.50 $ 1,431,573.50 NET CHANGE IN FUND BALANCE $ 225,700.88 BEGINNING FUND BALANCE 4,019,344.43 ENDING FUND BALANCE $ 4,245,045.31 Page 6 of 60 Page 4 of 4 Staff Contact Andrew Trivette, City Manager Agenda Item Wording Closed Session 1. Pursuant to VA Code Section 2.2-3711(A)(29) – Discussion of the Award of a Public Contract Involving the Expenditure of Public Funds, Including Interviews of Bidders or Offerors, and Discussion of the Terms or Scope of Such Contract, Where Discussion an Open Session Would Adversely Affect the Bargaining in Negotiating Strategy of the Public Body (Operator RFP, Naming Rights RFP, ) or and 2. Pursuant to VA Code Section 2.2-3711(A)(6) - Discussion or Consideration of the Investment of Public Funds Where Competition or Bargaining Is Involved, Where, If Made Public Initially, the Financial Interest of the Authority Would Be Adversely Affected (Executive Director for Authority, position details as employee or consultant initially). Background Information Public bodies such as the HTRFA are enabled to enter into closed session by Section 2.23711 of the Code of Virginia when specific purposes require. Previous Relevant Action None Staff Recommendation None Page 1 of 1 Page 7 of 60 Staff Contact Andrew Trivette, City Manager Agenda Item Wording Certification of Closed Session Background Information The Authority must certify that the preceding closed session included a discussion of only those items authorized by Virginia Code Section 2.2-3711. Previous Relevant Action None Staff Recommendation None Page 1 of 1 Page 8 of 60 Staff Contact Andrew Trivette, City Manager Agenda Item Wording Presentation, Discussion, and Action Regarding Resolution # Ratifiing and Confirming the Terms of the Pricing and Sale of its Recreational Facility Revenue Bonds, Series 2024 on August 8, 2024 to Mesirow Financial - Sands Anderson & Davenport & Co Background Information During the June 12, 2024 HTRFA board meeting, the board adopted Resolution #24-03, Approving the Indenture, the Bond Purchase Agreement, the Preliminary Official Statement, the Support Agreement, and the Continuing Disclosure Agreement Associated with the Pending HTRFA Debt Issuance for the Construction of the Regional Sports Center. The official pricing of bonds occurred earlier this month, and the HTRFA is now ready to proceed with signing the sales documents to proceed. Sands Anderson and Davenport & Co. will update the board on the bond process and discuss the next steps leading up to funds becoming available. Previous Relevant Action June 12. 2024 - HTRFA Board adopted Resolution 24-03 approving the sale of the 2024 Series bonds. Staff Recommendation None Attachments Resolution 24-03 - Bond Series 2024 Pricing and Terms Page 1 of 3 Page 9 of 60  RESOLUTION #24-03 WHEREAS, the City of Williamsburg, Virginia (the “City”), along with James City County, Virginia (“James City County”) and York County, Virginia (“York County,” and, together with the City and James City County, the “Member Jurisdictions”) established the Historic Triangle Recreational Facilities Authority (the “Authority”) pursuant to the Public Recreational Facilities Authority Act, Section 15.2-5600 et seq. of the Code of Virginia of 1950, as amended (the “Act”) for the acquisition, construction and operation of various public facilities in order to promote and enhance recreation, sports, and tourism activities in the geographic area of the Member Jurisdictions; and WHEREAS, the Authority, as requested by the Member Jurisdictions, proposes to undertake and has a need to finance the acquisition, construction, installation and equipping of a sports and recreational facility to be located in the City serving the Member Jurisdictions (the “Project”); and WHEREAS, the Authority proposes to (a) issue, offer and sell its recreational facilities revenue bonds in an amount of up to $70,000,000 (the “Bonds”) to finance all or a portion of the costs of the Project and to pay the costs of issuance of the Bonds, to accomplish certain purposes of the Act, with the City Council of the City (“City Council”) providing the City’s moral obligation in support of the payment of the Bonds, (b) secure the Bonds by a Support Agreement between the Authority and the City pursuant to which the City agrees to make payments to or on behalf of the Authority sufficient to pay principal of and interest on the Bonds when due, subject to annual appropriation by City Council and after crediting certain payments from James City County and York County allocated by the Authority to debt service on the Bonds as provided under the Funding Agreement dated as of March 8, 2024 (the “Funding Agreement”) among the Authority and the Member Jurisdictions from monies from Collection of Historic Triangle Sales Tax (as referenced in the Funding Agreement) , and assign such rights (except the right to receive indemnification, to receive notices and to give consents) to a corporate trustee to be selected by the Authority (the “Trustee”), under an indenture of trust between the Authority and the Trustee, all in accordance with a bond purchase agreement among (i) an underwriter or group of underwriters to be selected by the Authority (the “Underwriter”) based on input from the Davenport & Company LLC (the “Financial Advisor”), financial advisor to the Authority and (ii) the Authority; and WHEREAS, the payments to be made to the Authority by the City pursuant to the Support Agreement, along with additional funds designated by the Authority under the Funding Agreement, will be sufficient to pay the debt service with respect to the Bonds and will be pledged and assigned by the Authority, together with its other rights under the Support Agreement, as security for the Bonds, all as further described in the below-defined Indenture; and Page 3 of 182 Page 2 of 3 Page 10 of 60 WHEREAS, the payments to be made to the Authority by the City pursuant to the Support Agreement will be payable solely from funds appropriated therefor by City Council from time to time and not under any circumstances from a pledge of the full faith and credit or taxing power of the City; and the governing bodies of James City County, York County, and the City of Williamsburg have all readopted the formation resolution for the Historic Triangle Recreational Facilities Authority (HTRFA), and WHEREAS, on June 12, 2024, The HTRFA Board adopted Resolution 24-03 approving the Indenture, the Bond Purchase Agreement, the Preliminary Official Statement, the Support Agreement, and the Continuing Disclosure Agreement Associated with the Pending HTRFA Debt Issuance for the Construction of the Regional Sports Center. NOW, THEREFORE, BE IT RESOLVED, The authority hereby approves, ratifies, and confirms the terms of the pricing and sale of its Recreational Facility Revenue Bonds, Series 2024, on August 8, 2024, to Mesirow Financial and the documents executed and to be executed in connection therewith, including the Indenture of Trust, Support Agreement between the authority and the City, the Funding Agreement among the Authority and the Member Jurisdictions and the Authority’s official statement. August 14, 2024 Chairman Secretary Dustie McCay, Clerk Page 3 of 3 Page 11 of 60 Staff Contact Andrew Trivette, City Manager Agenda Item Wording Presentation and Discussion Regarding the Proposed Operating Budget and Marketing Plan for the Williamsburg Sports and Events Center - Steve Ryan, Kemper Sports Management Background Information The HTRFA board selected Kemper Sports as the operator of the Williamsburg Sports and Events Center at its May 8, 2024 meeting. The approved contract requires Kemper Sports Management to deliver a preliminary business plan that includes a marketing plan and a preliminary operating budget for the future facility. Kemper Sports Management will present drafts of these plans for feedback from the board. Previous Relevant Action June 14, 2023 - HTRFA directed staff to issue an RFP for Sports Center Operations and/or Marketing August 28, 2023 - HTRFA conducted respondent interviews Dec 6-8, 2023 - Members conducted site visits Jan 10, 2024 - The HTRFA board directs staff to negotiate a contract for operations with Kemper Sports May 8, 2024 - The HTRFA board approves the Williamsburg Sports and Events Center Operating Contract with Kemper Sports Management Staff Recommendation None Attachments HTRFA 2024-2025 Pre-Opening Budget Plan HTRFA Pre-Opening Marketing Plan Page 1 of 43 Page 12 of 60  W S EC 2 0 2 4 / 2 0 2 5 Fis c a l Ye a r Bu d g e t W illia m s b u rg , VA Page 2 of 43 Page 13 of 60  Ag e n d a 2024/2025 Fiscal Budget • Property Strategy & Position in Market • Budget • Staffing • Staff Roles & Responsibilities • Business Plan / Marketing Plan Page 3 of 43 Page 14 of 60  Page 4 of 43 P ro p e rt y St ra t e g y & P o s it io n in Ma rk e t Page 15 of 60  Sa le s a n d O p e ra t io n a l D rive rs In collaboration with the HTRFA and local municipalities there will be focuses on two main priorities: ensuring that the facility is accessible to community members and supports local recreational programs and enabling the HTRFA to leverage the significant and sustained growth in travel spurred by people's interest in attending or participating in sports-related events and activities, thereby enhancing tourism revenue and economic impact. • Key venue and event management services include: • Local programming promotion, coordination, and execution • Local, regional, and national tournament and events coordination and execution • Event operations • Event programming • Event execution • Event hosting and creation • Sports event marketing • Sports tourism marketing • Leverage industry relationships with national and regional tournaments and nationally recognized club programs • Utilization of our joint database with 3STEP Sports of over 1 million active participants to promote events • Data tracking of sports tourism efforts (visitor data, hotel stays, and Page 5 of 43 economic impact) Page 16 of 60 20 24 -20 25 B u d g e t Page 6 of 43 Page 17 of 60  Bu d g e t • Expenses • Operation Expense $157,600 • Payroll $160,365 (Salaried, Hourly, Taxes and Benefits) • TOTAL EXPENSES $317,965 • EBIDTA ($317,965) • Management Fee $150,000 • Net Income ($467,965) Key Considerations • Payroll – The payroll number is inclusive of 3 full-time position (General Manager, Sales & Marketing Director, & Sports Manager) starting January 2025. • Marketing - $79,000 is allocated in the 2024-2025 budget. • Promotions & Advertising - $49,000 • Trade Shows - $8,000 • Online Advertising / Website $20,000 • Special Events - $2,000 Page 7 of 43 Page 18 of 60  Bu d g e t Historic Triangle 2024/2025 BUDGET Detail Income Statement STOP: REFRESH REPORT July August September October November December January February March April May June Total 2024/2025 BUDGET 2024/2025 BUDGET 2024/2025 BUDGET 2024/2025 BUDGET 2024/2025 BUDGE 2024/2025 BUDGE 2024/2025 BUDGE 2024/2025 BUDGE 2024/2025 BUDGE 2024/2025 BUDGE 2024/2025 BUDGE 2024/2025 BUDGE Budget Description Gross Payroll - Hourly - - - - - - - - - - - - $ - Gross Payroll - Salaried - - - - - - 20,000 20,000 20,000 20,000 20,000 20,000 $ 120,000 Total Pay $ - $ - $ - $ - $ - $ - $ 20,000 $ 20,000 $ 20,000 $ 20,000 $ 20,000 $ 20,000 $ 120,000 Payroll Tax - FICA - - - - - - 1,530 1,530 1,530 1,530 1,530 1,530 $ 9,180 Payroll Tax - UC - - - - - - 150 35 - - - - $ 185 Payroll Tax - WC - - - - - - 381 381 381 381 381 381 $ 2,284 Benefits - - - - - - 4,786 4,786 4,786 4,786 4,786 4,786 $ 28,716 Total Benefits $ - $ - $ - $ - $ - $ - $ 6,846 $ 6,732 $ 6,697 $ 6,697 $ 6,697 $ 6,697 $ 40,365 Total Payroll $ - $ - $ - $ - $ - $ - $ 26,846 $ 26,732 $ 26,697 $ 26,697 $ 26,697 $ 26,697 $ 160,365 Facility Supplies - - - - - - - - - - - - $ - Kitchen Supplies - - - - - - - - - - - - $ - Office Supplies - - - - - - - - - - - - $ - Tournament Other - - - - - - - - - - - - $ - Staff/Volunteer Uniforms - - - - - - 1,500 - - - - - $ 1,500 Repairs & Maintenance Equipment - - - - - - - - - - - - $ - Repair & Maintenance - Building - - - - - - - - - - - - $ - Equipment Lease - - - - - - 1,000 1,000 1,000 1,000 1,000 1,000 $ 6,000 Utilities - Electric - - - - - - - - - - - - $ - Utilities - Gas - - - - - - - - - - - - $ - Utilities - Other - - - - - - - - - - - - $ - Utilities - Telephone/Fax - - - - - - - - - - - - $ - Utilities - Waste - - - - - - - - - - - - $ - Utilities - Water - - - - - - - - - - - - $ - Bad Debt Expense - - - - - - - - - - - - $ - Bank Charges - - - - - - - - - - - - $ - Dues & Subscriptions - - - - - - - - - - - - $ - Employee Procurement - - - 200 200 200 200 5,000 5,000 200 200 200 $ 11,400 Insurance Expense - - - - - - - - - - - - $ - Miscellaneous - - - - - - - - - - - - $ - Payroll Processing Fee - - - - - - - - - - - - $ - Postage/Shipping - - - - - - - - - - - - $ - Professional Dues - - - - - - - - - - - - $ - Tax/Licenses/Fees - - - - - - - - - - - - $ - Travel - Air 2,000 3,500 3,500 3,500 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 $ 28,500 Travel - Auto 800 1,600 1,600 1,600 800 800 800 800 800 800 800 800 $ 12,000 Travel - Hotel 1,000 1,200 1,200 1,200 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 $ 12,600 Travel - Meals 400 500 500 500 400 400 400 400 400 400 400 400 $ 5,100 Travel - Other 100 200 200 200 100 100 100 100 100 100 100 100 $ 1,500 Direct Mail - - - - - - - - - - - - $ - Organizations - - - - - - - - - - - - $ - Promotions &Ad - 2,000 2,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 $ 49,000 Trade Shows - - 2,500 3,000 - - - - - 2,500 - - $ 8,000 On-line Advertising/Website 7,500 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,500 1,500 1,500 $ 20,000 Page 8 of 43 Special Events - - - - - - - - - - - 2,000 $ 2,000 Total Opex $ 11,800 $ 10,000 $ 12,500 $ 16,200 $ 10,500 $ 10,500 $ 13,000 $ 16,300 $ 16,300 $ 14,500 $ 12,000 $ 14,000 $ 157,600 EBITDA $ (11,800) $ (10,000) $ (12,500) $ (16,200) $ (10,500) $ (10,500) $ (39,846) $ (43,032) $ (42,997) $ (41,197) $ (38,697) $ (40,697) $ (317,965) Management Fee 12,500 12,500 12,500 12,500 12,500 12,500 12,500 12,500 12,500 12,500 12,500 12,500 $ 150,000 Page 19 of 60 Net Income $ (24,300) $ (22,500) $ (25,000) $ (28,700) $ (23,000) $ (23,000) $ (52,346) $ (55,532) $ (55,497) $ (53,697) $ (51,197) $ (53,197) $ (467,965)  St a ffin g We will start the recruiting process for our key Full-Time staff October 2024. The anticipated start date will be January 2025. The key Full-Time position are as follows: • General Manager • Sales & Marketing Manager • Sports Manager We will be conducting a national search for key positions at our sports complex. These roles are integral to our success, and we are seeking experienced professionals who are passionate about sports and community engagement. The General Manager will oversee strategic planning and operations, the Sales and Marketing Manager will drive promotional efforts and revenue growth, and the Sports Manager will design and implement diverse sports programs. We look forward to finding talented individuals to lead our team and help establish our complex as a premier sports destination. Page 9 of 43 Page 20 of 60  St a ff Ro le s & Re s p o n s ib ilit ie s General Manager In the pre-opening phase of a sports complex, the General Manager will oversee and lead the following areas of responsibility. • Operational Facility Layout & Design • Fiscal Management • Staff Development • Brand Community • Equipment & • Technology Integration • Stakeholder Communication Timing of Hire We would like to begin recruiting in October 2024 for a January 2025 start date: Page 10 of 43 Page 21 of 60  St a ff Ro le s & Re s p o n s ib ilit ie s Sales & Marketing Manager In the pre-opening phase of the sports complex, the Sales & Marketing Manager will oversee and lead the following areas of responsibility. • Developing Sales & Marketing Strategies • Brand Development • Conduct Market Research and Analysis • Generating Leads • Creating Promotional Campaigns • Establishing Pricing and Partnership Agreements • Community Engagement and Public Relations • Partnership and Sponsorship Development Timing of Hire We would like to begin recruiting in October 2024 for a January 2025 start date: Page 11 of 43 Page 22 of 60  St a ff Ro le s & Re s p o n s ib ilit ie s Sports Manager In the pre-opening phase of the sports complex, the Sports Manager will oversee and lead the following areas of responsibility. • Program Development and Planning • Prepares Facilities and Equipment • Community Engagement and Outreach • Generating Leads • Engage Tournament/Event Directors about future bookings. Timing of Hire We would like to begin recruiting in October 2024 for a January 2025 start date: Page 12 of 43 Page 23 of 60  Page 13 of 43 B u s in e s s / Ma r k e t in g P la n Page 24 of 60  W e b s it e D e ve lo p m e n t Build a modern, clean, and easy-to-navigate website that showcases the complex’s facilities, amenities, programs, events, and booking information. • Design and Navigation • Compelling Content • Engagement Opportunities • Performance and Security • SEO Optimization • Google Business Profile • Phase 1: Initial Website Launch • Phase 2: Continuous Content Development Page 14 of 43 Page 25 of 60  Bra n d D e ve lo p m e n t Create a visually appealing logo and key brand assets that reflect the sports complex, tell its story, and promote its unique offerings. • Logo Package • Primary and Secondary Colors • Visual Brand Language • Environmental Branding • Brand Guide • Brand Collateral Page 15 of 43 Page 26 of 60  Sp o n s o rs h ip s Secure strategic sponsorships that will enhance the overall experience for both participants and spectators and create mutually beneficial relationships that contribute to the facility’s long-term success. • Sponsorship Page and Inquiry Form on Website • Sponsorship Program Tiered Packages • Sponsorship Sales Marketing Campaign • Facility Feature Naming Rights • Event Sponsorship • Affordable Local Business Sponsorship Options • Title Sponsor • Social Media Promotion of Sponsorship Opportunities • Social Media Shout Outs for Sponsorship Partners Page 16 of 43 Page 27 of 60  Me t ric s a n d KP Is Identify metrics and key performance indicators (KPIs) that guide our pre-opening marketing efforts for the facility. By tracking KPIs, we can gauge the effectiveness of our strategies and make data-driven decisions to improve or adapt as needed. This ensures we stay on track to meet our goals of building awareness, generating excitement, growing community engagement and promoting local programs, driving revenue sales, and attracting visitors leading up to the facility’s grand opening. Page 17 of 43 Page 28 of 60  Me t ric s a n d KP Is KPI measurements include: • Number of website visits and engagement metrics (e.g. page views, time spent on site, conversions) • Social media metrics (e.g. followers, engagement rates, reach) • Email marketing metrics (e.g. open rates, click-through rates) • Pre-registration numbers for memberships and programs • Number of booked tournaments and special events • Brand awareness metrics (e.g. media mentions, online visibility) • Competitor analysis to track market share and positioning • ROI analysis for marketing campaigns, paid advertising, and promotional activities Page 18 of 43 Page 29 of 60 Th a n k Yo u ! Page 19 of 43 Page 30 of 60  W S EC P re -O p e n in g Bu s in e s s & Ma rke t in g P la n W illia m s b u rg , VA Page 20 of 43 Page 31 of 60  Co nte nts Objectives Prim a ry Ta c tic s • Bra nd De ve lo p m e nt • W e b s ite De ve lo p m e nt • S o c ia l Me d ia • Em a il Ma rke ting Ca m p a ig ns • Co m m unity Eng a g e m e nt • Me d ia Re la tio ns • S p o ns o rs hip s • Co lla b o ra tio ns a nd Pa rtne rs hip s • Ad ve rtis ing Ca m p a ig ns Me a s ure m e nt S ys te m s a nd To o ls Ma rke t Ana lys is Tim e line o f S tra te g ie s Page 21 of 43 Page 32 of 60 O b je c t ive s Page 22 of 43 Page 33 of 60  O b je c t ive s Our Goals • Build Bra nd Aw a re ne s s • Ge ne ra te Exc ite m e nt a nd Antic ip a tio n • Gro w Co m m unity Eng a g e m e nt • Pro m o te Re c re a tio n Pro g ra m s • Drive S p o ns o rs hip S a le s • Bo o k To urna m e nts a nd Eve nts • Attra c t Vis ito rs Page 23 of 43 Page 34 of 60 P r im a r y Ta c t ic s Page 24 of 43 Page 35 of 60  Bra n d D e ve lo p m e n t Create a visually appealing logo and key brand a s s e ts tha t re fle c t the s p o rts c o m p le x, te ll its s to ry, a nd p ro m o te its uniq ue o ffe ring s . • Lo g o Pa c ka g e • Prim a ry a nd S e c o nd a ry Co lo rs • Vis ua l Bra nd La ng ua g e • Enviro nm e nta l Bra nd ing • Bra nd Guid e • Bra nd Co lla te ra l Page 25 of 43 Page 36 of 60  W e b s it e D e ve lo p m e n t Build a modern, clean, and easy -to - na vig a te w e b s ite tha t s ho wc a s e s the c o m p le x’s fa c ilitie s , a m e nitie s , p ro g ra m s , e ve nts , a nd b o o king info rm a tio n. • De s ig n a nd Na vig a tio n • Co m p e lling Co nte nt • Eng a g e m e nt Op p o rtunitie s • Pe rfo rm a nc e a nd S e c urity • S EO Op tim iza tio n • Go o g le Bus ine s s Pro file • Pha s e 1: Initia l W e b s ite La unc h • Pha s e 2 : Co ntinuo us Co nte nt De ve lo p m e nt Page 26 of 43 Page 37 of 60  So c ia l Me d ia Develop a strong presence on social media p la tfo rm s b y s ha ring up d a te s , b e hind -the - s c e ne s g lim p s e s , a nd e ng a g ing c o nte nt to b uild a ntic ip a tio n fo r the c o m p le x a m o ng o ur ta rg e t a ud ie nc e s . • Fa c e b o o k, Ins ta g ra m , a nd X (Tw itte r) Pla tfo rm s • S o c ia l Me d ia Pla yb o o k • Co nte nt S tra te g y • Co ns is te nt Po s ting • Eng a g e m e nt a nd Inte ra c tio n • Pa id Ad ve rtis ing • On-S ite Co nte nt Cre a tio n • Ad d itio na l Pla tfo rm s Page 27 of 43 Page 38 of 60  Em a il Ma rk e t in g Ca m p a ig n s Establish an email list of interested ind ivid ua ls a nd e ve nt o rg a nize rs a nd re g ula rly s e nd o ut ne ws le tte rs , up d a te s , a nd e xc lus ive o ffe rs to ke e p the m e ng a g e d a nd e xc ite d a b o ut the c o m p le x o p e ning . • Ne w s le tte r S ig n Up o n W e b s ite • Em a il Ma rke ting Pro g ra m • Mo nthly Ne w s le tte rs • Up d a te s • Offe rs Page 28 of 43 Page 39 of 60  Co m m u n it y En g a g e m e n t Generate community excitement for the fa c ility thro ug h s o c ia l m e d ia , info rm a tio na l s e s s io ns , fa c ility to urs , o r s ne a k p e e k e ve nts . Pa rtne r with lo c a l b us ine s s e s , s c ho o ls , a nd o rg a niza tio ns to c re a te b uzz. • Co m p e lling S o c ia l Me d ia Co nte nt • Co m m unity Gro up Vis its • Gro und b re a king Eve nt • Fa c ility To urs a nd S ne a k Pe e k Eve nts • Lo c a l Pa rtne rs hip s • Me rc ha nd is e Page 29 of 43 Page 40 of 60  Me d ia Re la t io n s Develop press releases and story pitches to a ttra c t c o ve ra g e o f the fa c ility fro m lo c a l, re g io na l, a nd na tio na l o nline p ub lic a tio ns , ne w s o utle ts , m a g a zine s , a nd TV s ta tio ns . • Pre s s Re le a s e s • Pre s s Pa g e a nd Me d ia Kit o n W e b s ite • S to ry Pitc he s • Eve nt Co ve ra g e • Ind us try Pub lic a tio n Fe a ture s • Invite Jo urna lis ts a nd Re p o rte rs fo r Pre s s To urs a nd Inte rvie w s to S ha re the Co m p le x’s S to ry Page 30 of 43 Page 41 of 60  Sp o n s o rs h ip s Secure strategic sponsorships that will enhance the o ve ra ll e xp e rie nc e fo r b o th p a rtic ip a nts a nd s p e c ta to rs a nd c re a te m utua lly b e ne fic ia l re la tio ns hip s tha t c o ntrib ute to the fa c ility’s lo ng -te rm s uc c e s s . • S p o ns o rs hip Pa g e a nd Inq uiry Fo rm o n W e b s ite • S p o ns o rs hip Pro g ra m Tie re d Pa c ka g e s • S p o ns o rs hip S a le s Ma rke ting Ca m p a ig n • Fa c ility Fe a ture Na m ing Rig hts • Eve nt S p o ns o rs hip • Affo rd a b le Lo c a l Bus ine s s S p o ns o rs hip Op tio ns • Title S p o ns o r • S o c ia l Me d ia Pro m o tio n o f S p o ns o rs hip Op p o rtunitie s • S o c ia l Me d ia S ho ut Outs fo r S p o ns o rs hip Pa rtne rs Page 31 of 43 Page 42 of 60  Co lla b o ra t io n s a n d P a rt n e rs h ip s Deepen partnerships with local sports le a g ue s , c o m m unity o rg a niza tio ns , s c ho o ls , b us ine s s e s , c ivic le a d e rs , a nd influe nc e rs to ho s t e ve nts , to urna m e nts , a nd s p e c ia l a c tivitie s a t the fa c ility. • S p o rts Le a g ue s , Org a niza tio ns , S c ho o ls , a nd Bus ine s s e s • Co m m unity Le a d e rs (City o f W illia m s b urg , Ja m e s City Co unty a nd Yo rk Co unty) • Lo c a l Influe nc e rs a nd Blo g g e rs • Exc lus ive To urs / Eve nts (S ha re Exp e rie nc e s w ith the ir Fo llo w e rs ) • Le ve ra g e the ir Ne tw o rks a nd Re s o urc e s to Ge ne ra te Buzz, Exp a nd Our Re a c h, a nd Attra c t Vis ito rs Page 32 of 43 Page 43 of 60  Ad ve rt is in g Ca m p a ig n s Run targeted digital and traditional a d ve rtis ing c a m p a ig ns to re a c h p o te ntia l c us to m e rs in the lo c a l a re a a nd vis ito rs fro m the re g io n to ra is e a wa re ne s s a nd d rive a tte nd a nc e a t the c o m p le x. • Dig ita l Ad s • Pa id S o c ia l/ Pa id S e a rc h • Print Ad s • Billb o a rd s / Outd o o r Ad s • Ra d io Ad s • Dire c t Ma il Ca m p a ig ns Page 33 of 43 Page 44 of 60 Me a s u r e m e n t Page 34 of 43 Page 45 of 60  Me t ric s a n d KP Is Identify metrics and key performance ind ic a to rs (KPIs ) tha t g uid e o ur p re -o p e ning m a rke ting e ffo rts fo r the fa c ility. By tra c king KPIs , w e c a n g a ug e the e ffe c tive ne s s o f o ur s tra te g ie s a nd m a ke d a ta -d rive n d e c is io ns to im p ro ve o r a d a p t a s ne e d e d . This e ns ure s w e s ta y o n tra c k to m e e t o ur g o a ls o f b uild ing a w a re ne s s , g e ne ra ting e xc ite m e nt, g ro w ing c o m m unity e ng a g e m e nt a nd p ro m o ting lo c a l p ro g ra m s , d riving re ve nue s a le s , a nd a ttra c ting vis ito rs le a d ing Page 35 of 43 up to the fa c ility’s g ra nd o p e ning . Page 46 of 60  Me t ric s a n d KP Is KPI measurements include: • Num b e r o f w e b s ite vis its a nd e ng a g e m e nt m e tric s (e .g . p a g e vie w s , tim e s p e nt o n s ite , c o nve rs io ns ) • S o c ia l m e d ia m e tric s (e .g . fo llo w e rs , e ng a g e m e nt ra te s , re a c h) • Em a il m a rke ting m e tric s (e .g . o p e n ra te s , c lic k-thro ug h ra te s ) • Pre -re g is tra tio n num b e rs fo r m e m b e rs hip s a nd p ro g ra m s • Num b e r o f b o o ke d to urna m e nts a nd s p e c ia l e ve nts • Bra nd a w a re ne s s m e tric s (e .g . m e d ia m e ntio ns , o nline vis ib ility) • Co m p e tito r a na lys is to tra c k m a rke t s ha re a nd p o s itio ning • ROI a na lys is fo r m a rke ting c a m p a ig ns , p a id a d ve rtis ing , a nd p ro m o tio na l a c tivitie s Page 36 of 43 Page 47 of 60 Sys t e m s a n d To o ls Page 37 of 43 Page 48 of 60  • WordPress (Website) ⚬ Create and manage a professional, user-friendly website to showcase your offerings. • Bond (Email Marketing and Online Registration Platform) ⚬ Combines email marketing and online registration into a single platform, making it easier to manage communications and events. • Canva (Creative) ⚬ Design eye-catching marketing materials to promote your complex and events. • Social Media (Advertising) ⚬ Reach and engage a larger audience, drive traffic, and promote your events and services effectively. Sys t e m s a n d To o ls Page 38 of 43 Page 49 of 60 Ma r k e t An a lys is Page 39 of 43 Page 50 of 60  Ma rk e t An a lys is Identify customer demographics, target a ud ie nc e s , a nd the c o m p e tito r la nd s c a p e o f the s p o rts c o m p le x. • Ke y Ma rke ts : • Lo c a l Co m p e tito rs : ⚬ His to ric Tria ng le , VA ⚬ W illia m s b urg Ind o o r S p o rts Co m p le x ⚬ Ric hm o nd , VA ⚬ W a rhill S p o rts Co m p le x ⚬ Virg inia Be a c h, VA ⚬ Virg inia Be a c h Fie ld Ho us e ⚬ No rfo lk, VA ⚬ Ric hm o nd Vo lle yb a ll Club ⚬ Che s a p e a ke , VA ⚬ Ca p ito l Ic e Ac a d e m y ⚬ Ne wp o rt Ne ws , VA ⚬ Ro c ky Mo unt Eve nt Ce nte r ⚬ Ha m p to n, VA ⚬ S p o o ky No o k S p o rts Co m p le x ⚬ W a s hing to n, D.C. ⚬ Gre e ns b o ro S p o rts p le x ⚬ Ba ltim o re , MD ⚬ Phila d e lp hia , PA ⚬ Ra le ig h, NC ⚬ Cha rlo tte , NC ⚬ Atla nta , GA • Ta rg e t Aud ie nc e s ⚬ Lo c a l Co m m unity Me m b e rs ⚬ To uris ts a nd Vis ito rs Page 40 of 43 ⚬ Yo uth S p o rts Te a m s a nd Le a g ue s ⚬ To urna m e nt Org a nize rs a nd S p o rts As s o c ia tio ns Page 51 of 60 ⚬ Re g io na l a nd Na tio na l S p o ns o rs  Page 41 of 43 Tim e lin e o f St r a t e g ie s Page 52 of 60  Tim e lin e o f St ra t e g ie s Me d ia Re la tio ns Co lla b o ra tio ns a nd Pa rtne rs hip s Bra nd De ve lo p m e nt W e b s ite De ve lo p m e nt AUG 2 0 2 4 S EP 2 0 2 4 OC T 2 0 2 4 NOV 2 0 2 4 DEC 2 0 2 4 J AN 2 0 2 5 FEB 2 0 2 5 MAR 2 0 2 5 AP R 2 0 2 5 Social Media Platforms Pus h S p o ns o rs hip S a le s Em a il Ma rke ting Pla tfo rm To urna m e nt Outre a c h Build S p o ns o rs hip Pa c ka g e s Ad ve rtis ing Ca m p a ig ns Page 42 of 43 Page 53 of 60 Th a n k Yo u ! Page 43 of 43 Page 54 of 60 Staff Contact Andrew Trivette, City Manager Agenda Item Wording Consideration and Action Regarding Authorizing the Chair to Execute a Right of Use Agreement with the Colonial Williamsburg Foundation for Utilities Associated with the Williamsburg Sports and Events Center - Sands Anderson Background Information As development of the design and construction of the Williamsburg Sports and Events Center progresses, access to private utility lines such as stormwater and sanitary sewer becomes more defined. The board needs to execute a Right of Use Agreement with the Colonial Williamsburg Foundation to access this infrastructure. The proposed document only addresses stormwater services and future agreements may be required for additional utilities. Previous Relevant Action None Staff Recommendation That the HTRFA Board authorize the Chair to execute the proposed Right of Use Agreement as drafted. Attachments CWF Use Agreement Stormwater Page 1 of 6 Page 55 of 60  Right of Use Agreement This Right of Use Agreement (the “Agreement”) is entered this ___ day of August 2024 by and between The Colonial Williamsburg Foundation (the “Foundation”), a Virginia non-stock corporation, and the Historic Triangle Recreational Facilities Authority (the “Authority”), a political subdivision of the Commonwealth of Virginia. The Foundation and the Authority may be referred to individually as a “Party” and collectively as the “Parties.” Recitals Whereas, the Parties entered a contract titled Ground Lease Agreement dated May 26, 2023 (the “Lease”) in which the Foundation agreed to lease certain realty (the “Property”) to the Authority for construction of a sports and recreational facility (the “Sports Center”); Whereas, the Authority wishes to use Foundation property not subject to the Lease, including existing utility infrastructure, to support the planned Sports Center; Now, therefore, for the good and valuable consideration contained herein, the sufficiency of which is acknowledged by the Parties, the Parties agree as follows: Terms 1. Grant: The Foundation grants the Authority and its agents a limited, non-exclusive easement and right of use (the “Easement”) to the following property: a. The existing stormwater drainage infrastructure running northwest to southeast and generally underneath Woodland Road, more specifically identified in Exhibit A. b. The storm water retention pond associated with the storm system described above, more specifically identified in Exhibit A. c. The approximately eighteen-inch culvert extending under Bypass Road and related drain field more specifically identified in Exhibit A. 2. Permitted Use: The Authority may use the Easement to provide storm water and sanitary sewer infrastructure for the Sports Center, and to access (ingress/egress), construct, maintain, repair, inspect, and take all action reasonably required to facilitate the installation and use of storm water and sanitary sewer infrastructure for the Sports Center. 3. Scope: The Authority’s Easement and right to use the infrastructure is subservient to the Foundation’s, and the parties shall cooperate in good faith to ensure that the Easement and that parties’ use of the infrastructure shall not exceed the functional capacity of the infrastructure, after accounting for the Foundation’s current needs. 4. Term: The term of this Agreement shall be the same as the Lease Term as defined in the Lease and shall terminate on the Lease Expiration Date, or any extension thereof unless earlier terminated pursuant to the agreement of the parties, the terms of this Agreement or the terms of the Lease. 1 Page 2 of 6 Page 56 of 60 5. Improvements: Any improvements to existing infrastructure shall inure to the benefit of the Foundation upon expiration or termination of this Agreement. The Authority will assign to the Foundation any servicer, supplier, and/or manufacturer warranties it receives for any such improvements. Notwithstanding the foregoing, the Authority will convey and the Foundation will accept the improvements upon their installation “as is,” without any warranty as to the Facilities’ condition or otherwise. The Foundation will assume all rights, duties, liabilities and other obligations for operation, repair, maintenance, and replacement of the improvements, including payment of any costs and other expenses related to ownership of the improvements, including the obligation to ensure proper operation, maintenance, and replacement of equipment and infrastructure installed on the Property in compliance with law, which arise after expiration or termination of this Agreement and which were not known to the Authority prior to expiration or termination of this Agreement. 6. Restoration: After installation of the improvements, the Authority and/or Contractors will promptly restore the Property as much as possible to its condition on the effective date of this Agreement. The Foundation may contact the Authority for proof of the Authority’s and/or Contractors’ insurance coverage, for the benefit of the Landowner, of bodily injury and property damage on or arising out of the Authority’s access to and work on the Property. The Authority shall promptly repair any damage to the Foundation’s property within or adjacent to the Easement at its sole cost. 7. No Guarantee of Sufficiency or Operability: The Foundation makes no guarantee, representation, or warranty with respect to the condition of the infrastructure and other property referenced in this Agreement, or with respect to the sufficiency of that infrastructure and property to accommodate the Authority’s needs. The infrastructure and property are made available to the Authority strictly “as-is.” The Foundation shall bear no cost associated with the inspection, repair, maintenance, or testing of the Infrastructure. 8. Maintenance and Repair: The Authority is solely responsible for the maintenance and repair of the storm water and sanitary sewer infrastructure which will serve the Sports Center. 9. No Obligation to Construct: The Authority has the right to decline to install the Facilities on the Property for any or no reason. Nothing herein may be construed as a contract, duty, or other obligation for the Authority to (a) install the Facilities, or (b) improve the Property so the Facilities can be installed. 10. Notice of Disruptions: The Authority will take all reasonable efforts to minimize the impact to the Foundation of its work on the Utilities. The Authority shall provide written notice to the Foundation at least fourteen days prior to taking any action which would substantively interrupt the Foundation’s use of the Property or the infrastructure thereon. 11. Indemnification: To the extent allowable by law, the Authority shall indemnify, defend, and hold harmless the Foundation from and against any and all damages, losses, liabilities, expenses, attorney’s fees, and costs arising in whole or in part from the Authority’s negligence, construction of a hazard, environmental damage, damage to historical structures or archeological sites, or willful breach of this Agreement except where such damage is due to the Foundation’s willful acts or negligence. 2 Page 3 of 6 Page 57 of 60  12. Attorney’s Fees: The substantially prevailing party in any dispute arising from this Agreement shall be entitled to its reasonable attorney’s fees and costs. 13. Notices: All notices, requests, demands, and other communications required or permitted to be given hereunder shall be deemed to have been duly given if in writing and delivered personally, mailed by certified mail, or emailed with read receipt to the following: CONTACT INFORMATION Landowner [Please print clearly] Authority and/or Contractors Owner Address: Name and Address: Owner Phone: Phone: Owner Phone #2: Owner Email: Email: Co-Owner Address (if different): Co-Owner Phone: Co-Owner Phone #2: Co-Owner Email: 3 Page 4 of 6 Page 58 of 60 Witness the following signatures and seals: LANDOWNER (Seal) Printed Name: Date of execution: HISTORIC TRIANGLE RECREATIONAL FACILITIES AUTHORITY By (Seal) Its _________________________________________ Date of execution: 4 Page 5 of 6 Page 59 of 60 EXHIBIT A 5 Page 6 of 6 Page 60 of 60