STATE PARKS RECREATION AND TRAVEL COMMISSION University of – Fred J Taylor Library, Monticello, AR 8:30 am, November 16, 2017

Commissioners Present Shash Goyal, Chair Bob Knight Jim Shamburger, Vice Chair Weston Lewey David Bazzel Montine McNulty Bill Barnes Mike Mills Danny Ford Cindy Smith John Gill Mike Wilson Eric Jackson Randy Wolfinbarger Absent Jim Dailey Kalene Griffith Ness Sechrest

Department Staff Present Kane Webb, Executive Director Meg Matthews, Public Information Grady Spann, Director, Arkansas State Parks Coordinator Joe David Rice, Tourism Director Marcel Hanzlik, Region 3 Supervisor Cynthia Dunlap, Director, Central Leah DiPietro, Communications Manager Administration Heather Huckeba, Research Project Kim Williams, Director, Great River Road Coordinator Kris Richardson, Executive Assistant Kayla Hardage, Welcome Center Shea Lewis, Interim Operations Manager Administrator Randy Roberson, Planning & Development LaJeana Carroll, Executive Assistant, Parks Manager Division Jeff King, Chief Planner Angela Allen, Planning and Development Joe Jacobs, Marketing and Revenue Manger

CJRW Darin Gray Jennifer Morgan Brian Clark Dalaney Thompson Tiffany Maltezo Margaret Willis

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Miles Media Group Susie Kardas Theresa Overby

Guests Tim Donar, photographer Daniel Faulkner, Attorney General’s Office Enrique Fuentevilla, CINCO Media Miguel Fuentevilla, CINCO Media Dr Ruth Hawkins, ASU Heritage Sites Dr Karla Hughes, University of Arkansas at Monticello Gary Jones, photographer Tom Larimer, Arkansas Press Association Kathy Lion, Monticello/Drew County Chamber of Commerce Glenda Nichols, Monticello/Drew County Chamber of Commerce Robert Moore, Arkansas Department of Transportation Commission William Moss, Pine Bluff Advertising & Promotion

Call to Order Chair Shash Goyal called the meeting to order at 8:32 pm on Thursday, November 16, 2017. Kris Richardson called roll.

Approval of Agenda Shash Goyal requested approval of the Agenda.

Eric Jackson moved to approve the Agenda as presented. Mike Wilson seconded and the motion carried.

Presentation of Minutes from Previous Meeting Shash Goyal requested approval of the Minutes from the October meeting.

Weston Lewey moved to approve the Minutes from the October 19 meeting. Jim Shamburger seconded and the motion carried.

Welcome Shash Goyal thanked Monticello/Drew County Chamber of Commerce for the tour and Monticello Economic Development for hosting dinner at Two Brothers Restaurant for the State

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Parks, Recreation and Travel Commission (SPRTC). Goyal thanked the University of Arkansas at Monticello (UAM) for the use of the meeting room and box lunches as well as Entergy Arkansas for hosting the refreshment break.

Dr. Karla Hughes welcomed the Commission to UAM. She highlighted the current campus construction for the Student Success Center and police station.

FINANCIAL REPORT – October 31, 2017 Cynthia Dunlap presented the year-to-date financial report for the period ended October 31, 2017. The expenditures were Parks Division, $29,612,665 - including Construction and Grants; Tourism Division, $4,756,057; Keep Arkansas Beautiful, $108,098; Administration Division, $1,253,509; War Memorial, $2,541,435 Expenditures for the Department totaled $38,271,764 a decrease of -0.82 % over the same period FY17. The year-to-date revenues included-Operating Revenue for Parks Division of $11,725,242 an increase of 0.49% over the same period FY17 (See Note Below); War Memorial Revenue of 1,067,248 an increase of 379.83%; 1/8% Tax Revenues of 10,865,323 an increase of 0.99% over the same period FY17; and 2% Gross Tax collections of $9,485,497 an increase of 4.35% over the same period FY17.

Note: Parks Division converted to a new reservation system in March 2017. The switch required a change in accounting for cash receipt. In prior years, we recorded revenue when earned; we now recognize all park operating revenue when received. Information below represents a restatement of monthly and YTD Park Operating Revenues earned as of October 31, 2017 compared to October 31, 2016

Monthly Revenues YTD Revenues

October FY18 October FY17 % YTD FY2018 YTD FY2017 % 2,632,393 3,274,484 -9.56% 11,019,737 11,667,801 0.49%

Jim Shamburger moved to approve the Financial Report as presented. Montine McNulty seconded and the motion carried.

EXECUTIVE DIRECTOR’S REPORT Kane Webb recognized Shash Goyal and Jim Shamburger for their work this year as Chairman and Vice Chairman for SPRTC.

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Delta Heritage Trail Spur Presentation Robert Moore presented proposed extension requests for Lake Kate Adams spur (funded by Arkansas Game and Fish Commission) and the McCallie Access Scenic Overlook (funded by the Delta Regional Authority) spur as part of the Delta Heritage Trail State Park. Discussion ensued. John Gill requested Grady Spann provide a copy of the law regarding the Arkansas Department of Transportation’s responsibility to maintain the designated Highway 600 Series state roads and Robert Moore to provide a written proposal and maps of the properties with current property owners listed for the January SPRTC meeting.

Bill Barnes moved to approve the Lake Kate Adams Access spur funded by Arkansas Game and Fish and McCallie Access Scenic Overlook spur funded by Delta Regional Authority as part of the Delta Heritage Trail State Park, subject to working out the legal details and assurance Arkansas Department of Parks and Tourism will not incur any long-term maintenance. John Gill seconded and the motion carried.

2018 SPRTC Schedule

Kane Webb proposed 2018 SPRTC meeting every other month for consideration. Discussion ensued regarding reducing the number of meetings for better efficiencies. Further discussion continued concerning the importance of networking with local communities and agencies to promote tourism and Commissioners were in favor of continuing the 10 meetings per year. Kris Richardson advised the January 2018 meeting will be held in Little Rock and the 2018 schedule will be available for approval at the January meeting.

Eric Jackson moved to create a committee to review the format and content for the State Parks, Recreation and Travel Commission monthly meeting. Mike Wilson seconded and the motion carried.

Certificate of Appreciation Kane Webb requested approval of a certificate of appreciation for Joe David Rice for 38+years of outstanding service and leadership for the Department.

Mike Mills moved to approve a certificate of appreciation for Joe David Rice. Bill Barnes seconded and the motion carried.

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Miles Coop Marketing Presentation

Jay Salyers stated it is important for the SPRTC to understand that Miles Media manages close to $30 million in cooperative advertising across the country for destination marketing organizations. Miles understands how to build and run cooperative advertising programs from the ground up. Arkansas is unique with the partnership with CJRW and they have already been using this approach with print media. Miles will be able to start with the foundation that has already been established and expand beyond the printed publications that have been offered in the past.

The power of co-op is when you invest in co-op marketing and you get at least a one to one return on your investment if not a greater return. Michigan has one of the largest co-op marketing programs in the country; investing $6.5 million and getting a $14 million return from the industry. Arkansas ranked 14th among the other states in 2013. The current numbers show Missouri jumped from $12.9 to $18.8 million and Arkansas has dropped to 18th. What co-op marketing programs can do is allow Arkansas to compete with other states that have a larger advertising budget. Reach is the most important aspect of marketing and it must connect with the visitors and create partner programs that are available for all partners throughout the state.

Start with owned assets marketing channels that do not cost; such as websites, email marketing, and social marketing. Offering partner marketing opportunities on these marketing channels. Paid partnership opportunities on Arkansas.com that look like content and the ads rotate so no one has an advantage. Free listings are still available on the website. Links to leads is another opportunity to capture the digital information from the visitors. Site sponsors and partnerships are more advanced options that will also be available. These will include the opportunity to work with the industry to write articles and produce videos on a destination and have those displayed on Arkansas.com in preferred placement. The articles and videos will give arkansas.com relevant content and destinations, resorts, and attractions the opportunity to be displayed on the website in a more powerful way. Content will be approved by the Tourism Department and must fit with the brand image. Email marketing gives one of the best return on investment (ROI) custom emails and monthly co-op emails. Arkansas toruism will receive relevant call to action information about visiting the destination for their monthly email newsletter.

Miles is currently redesigning and rebuilding the Arkanss.com website from the ground up and this is the best time to build in the co-op advertisement. Discussion ensued.

Randy Wolfinbarger moved to go forward to include the co-operative plan in the new web design rebuild. Bill Barnes seconded and the motion carrried.

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PARKS DIVISION

Planning and Development Visitor Center – Alternative Method of Delivery Randy Roberson stated Arkansas State Parks (ASP) requested approval from the SPRTC to utilize the Alternative Method of Delivery (AMD) of capital improvement contracting pursuant to Arkansas Code Annotated Section 19-4-1415 for the construction of the visitor center at Petit Jean State Park. The AMD is authorized for projects exceeding $5 million and will allow ASP to select design professionals and contractors based on qualifications and experience to assure design and completion of projects in an efficient manner, while adhering to high standards of design and construction quality.

The Division of Building Authority has reviewed preliminary design and cost estimates for the proposed visitor center project and given tentative approval for the use of AMD to select a contractor to construct the proposed visitor center. Discussion ensued. The SPRTC requested project updates and Grady Spann stated ASP would provide regular updates on the project.

John Gill moved for preliminary approval to pursue the A.C.A. 19-4-1415 Alternative Method of Delivery of capital improvements contracting for the construction of the proposed visitor center at Petit Jean State Park. Montine McNulty seconded and the motion carried.

Marketing and Revenue Arkansas Press Association Partnership Grant Renewal

Meg Matthews reported that the agreement with Arkansas Press Association (APA) began in 1988 and inspired Arkansas pride in the state park system, and encouraged Arkansans to travel in state and visit Arkansas destinations. To date, ASP has granted $1,905,000 to the APA and in return received $3,660,000 of print ad space. Grady Spann requested renewal of the agreement for one year.

Tom Larimer noted it has been a great partnership for many years and stated this is the only agreement of this type that received a hundred percent participation from the association members.

Randy Wolfinbarger moved to approve the renewal of the grant partnership between Arkansas State Parks and the Arkansas Press Association for one year. Mike Wilson seconded and the motion carried.

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Arkansas Broadcaster’s Association Partnership Grant Renewal

Meg Matthews reported on the nearly 30 year public private partnerships with Arkansas Broadcasters Association (ABA) and Arkansas Press Association (APA) promoting the diverse facilities and activities of the state park system.

Matthews noted the ABA partnership was established in 1987 and to date ASP has granted $1,936,250 to the ABA and in return received $31,742,542 worth of air time. Grady Spann requested renewal of the agreement for one year.

Randy Wolfinbarger moved to approve the renewal of the grant partnership between Arkansas State Parks and the Arkansas Broadcasters Association for one year. Mike Wilson seconded and the motion carried.

Creative Update

Jennifer Morgan reported CJRW is in the process of creating commercials and ads specifically for the (OFC). CJRW staff collaborated with John Morrow, Grady Spann and Joe Jacobs for this project. This project’s focus is to attract new visitors and re-energize the OFC. The filming occurred in the park, downtown Mountain View, and Loco Ropes and provides authentic shots utilizing Bonnie Montgomery, an artist with ties to Arkansas, and other local musicians. CJRW will share the commercial with SPRTC early 2018.

ArkansaStateParks.com Update

Susie Kardas reported Miles is working on the website utilizing performance measurement framework and establishing goals for the website. The primary goal is to eliminate data entry redundancies on staff; the current website’s database is in two locations and information has to be entered twice.

Goals  Consumer trust; Arkansasstateparks.com as authoritative experts

 Leverage technology to increase productivity and effectiveness

 Arkansas is recognized as a top vacation destination for its core product

The project’s discovery phase is almost complete and the design and development phases will begin.

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War Memorial Stadium

Jennifer Morgan reported a new logo has been created for War Memorial Stadium (WMS). The logo design was produced following meetings with ADPT staff and the creative team. Multiple designs were submitted and refined and shared with staff and stakeholders for review. The final section contains a shield, art deco elements of the stadium and patriotic colors, red, white, blue and gold; the logo will be unveiled in a public media event with Dan Sawyer’s assistance in early 2018.

Morgan stated WMS website development meetings have been held with Joe Jacobs and staff, concentrating on a user friendly web design. The images on the website will be revised to coincide with the upcoming events. A new mural will be placed inside the stadium and will honor Arkansas Medal of Honor Award recipients. Discussion ensued.

Director’s Office Arkansas State Parks Book Tim Donar reported during past visits to ASP gift shops, shops did not have a book that represented the Arkansas State Parks. Donar decided to produce a book using aerial images. After receiving the filming permit he visited all 52 state parks and produced the Arkansas State Parks book. The book is self-published and printed in the United States and will be available for the parks to purchase for resale.

Grady Spann noted $1 from each sale will be donated to the Arkansas Parks and Recreation Foundation and Mr. Donar also included a foreword from Grady Spann and a page for the Arkansas Parks and Recreation Foundation. In addition, Donar has also made the photography available to ASP.

John Gill thanked Tim Donar publicly on behalf of the Arkansas Parks and Recreation Foundation for creating this book and providing an avenue for donations to the foundation. John Gill was requested to draft a letter of appreciation.

Bill Barnes moved for a letter of appreciation from the State Parks, Recreation and Travel Commission to Tim Donar for his generosity to the Arkansas State Parks and the Arkansas Parks and Recreation Foundation. Weston Lewey seconded and the motion carried

FY 17 ASP Park of the Year Awards Grady Spann presented an overview of the 46th annual ASP Superintendents Conference held in Jonesboro, Crowley’s Ridge State Park, Dyess, Wilson, and Tyronza. The hub and spoke style meeting was held September 26-28, and started with an optional early bird activity, “Pedal and

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Paddle Experience” at the Delta Heritage Trail State Park and Old Town Lake. The conference opened with the “The Unexpected Talk” and progressed through daily visits to local attractions and guest speakers conveying a Northeast Arkansas experience.

Presented during this year’s conference were the winners of the ASP Park of the Year awards for FY 17 that were announced at the annual superintendent conference. Spann advised that awards will be presented to each Park of the Year winner by region. Commissioners are invited to attend presentations; information will be forwarded to SPRTC. YEAR AWARD WINNER FY 17 Park of the Year, Region 1 State Park FY 17 Park of the Year, Region 2 FY 17 Park of the Year, Region 3 Village Creek State Park FY 17 Park of the Year, Region 4 FY 17 Park of the Year, Region 5 Petit Jean State Park

FY 18 Fees and Rates Grady Spann reported the Legislative Administrative Rules and Regulations Committee meeting had met on November 15, 2017, and approved the Park Directive 2000 Fees and Rates effective January 1, 2018.

Parks Miscellaneous Grady Spann highlighted the news story, “Billie Senior Takes Individual XC Title” (Mooney, Monticello News, September 21, 2017). This story is an example of the parks working with the local communities and communities investing in their local state parks. Cane Creek State Park provided the location for the annual Los Toritos Invitational Cross County Meet.

Spann mentioned the video, “RFD and Yell County Mounted Patrol perform rope rescue from Cedar Falls on Petit Jean” (River Valley Leader, October 15, 2017). Several local emergency services worked together to rescue an individual climbing in an unauthorized area in the park.

Spann shared the article, “Squishy-Spooky Tinkertime” (Armsard, El Dorado News-Times, October 16, 2017). Arkansas Museum of Natural Resources is an example of how the parks use creativity and programs to bring in visitors to their parks.

Spann mentioned the article, “Arkansas offers many opportunities for birding” (Harrison Daily, October 18, 2017). Shea Lewis was interviewed on birding in Arkansas and how ASP is utilizing the resources providing programs to introduce guests to birding and exploring nature.

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TOURISM DVISIONS

Director’s Office Dr. Ruth Hawkins, Director of ASU Heritage Sites, gave an update on the Johnny Cash Heritage Festival, reporting $36,000 net profit, plus $6,000 in the Gift Shop over the festival weekend. The city of Dyess made over $6,000 by selling drinks and parking cars. There were 2500 tickets sold: 50% were from Arkansas, 44% from other states, 6% international. The money raised will help to start phase two of the Dyess project; the exterior buildings including the barn, chicken coop, out house, and shed. Hawkins also provided an update on Tour de Sunken Lands, noting a huge success thanks to the many partners.

Constituent’s Tour Joe David Rice reported that he and Jim Dailey took a 48-hour tour in the northwest corner of the state, traveling 535 miles, with nine stops to familiarize Dailey with the region and industry partners. Cities visited included Harrison, Eureka Springs, Bentonville, Springdale, Rogers, Fayetteville, Fort Smith, Van Buren, and Russellville.

Welcome Center Updates Kayla Hardage gave updates on the Welcome Center program. The new Red River Welcome Center is open and has seen a 72% increase in visitation from July to October, comparing 2017 to 2016. The center held a grand opening ceremony in conjunction with ARDOT on Aug 18, 2017. The Harrison center is still under construction, Hardage has spoken with ARDOT and they had a fixed completion date of December 9, 2017. There is a $400 charge per calendar day each day this project is not complete. The best estimate for completion is March 2018. She gave a quick overview of the fall familiarization tour held in the Delta Byways and Land of Legends regions. Hardage gave an update on the new REACH Technology program running in the centers. This replaces SCALA and is in nine of the 14 Welcome Centers. It has a cost savings of $689 per player and $300 less in software license. Easier content management is key, with being able to keep things more current with social media feeds on the screen and content is more specific to the location of the Welcome Center. She reminded everyone that the 2018 Governor’s Conference is around the corner and that donations for auction items are being taken, with a goal to have items in by February 1st for a social media push for early items. Lastly, Hardage notified the SPRTC that the Governor’s weekly radio address for the week before Christmas would feature the story about the Blytheville Welcome Center. This will air on December 22, 2017.

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Great River Road Update Kim Williams gave updates on her recent meeting at the National Great River Road Conference and advised that Arkansas will host the national conference in West Memphis over October 23-25, 2018. In addition, Williams is working on putting together a Great River Road Passport program.

Advertising Retirement and Relocation Spring/Summer Media Recommendations Jennifer Morgan updated the SPRTC on the media recommendations, noting that the budget had been approved at the September presentation. She asked for an approval.

Danny Ford moved to approve media placement and Eric Jackson seconded and the motion carried.

FY 18 Diversity Marketing Program Update Brian Clark gave an update on the Diversity Program. He said they had pulled a team together with both ADPT and CJRW staff. The team has looked into the Marriott diversity training program.

Trail of Holiday Lights Jennifer Morgan showed a couple of TV spots that will begin airing the week after Thanksgiving. Over 50 communities participated in this year’s edition.

Creative Update Dalaney Thomas updated the SPRTC on the recent work with Matador Media House, showing two commercials featuring Northwest Arkansas.

Arkansas.com Update Theresa Overby presented the status of the Arkansas.com project. Miles is still going through content on the website, but hopes to have graphics of the new look at the January SPRTC Meeting.

Tourism Miscellaneous Joe David Rice reported that he, Jim Dailey and Kane Webb had a meeting with James Zigras who is interested in building a mineral education center in Mena. The center would feature gemstones found in Arkansas and could be a partnership with Crystal Bridges. As more information becomes available there will be an update.

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Special Order of Business Mike Mills reported that the Nominating Committee nominated Jim Shamburger as chair and Kalene Griffith as vice chair of the State Parks, Recreation and Travel Commission for 2018.

Mike Mills moved to approve nominations of Jim Shamburger as chair and Kalene Griffith as vice chair of the State Parks, Recreation and Travel Commission for 2018. Bill Barnes seconded and the motion carried.

On behalf of the SPRTC, Shash Goyal presented Joe David Rice with a certificate of appreciation for his 38+ years of dedicated service and leadership to ADPT. In addition, on behalf of the SPRTC and ATDF, Jim Shamburger presented Rice with a travel gift certificate to explore more and expressed thanks and appreciation for his decades of devoted service to the State of Arkansas.

Adjournment The State Parks, Recreation and Travel Commission adjourned at 1:30 pm on November 16, 2017, on the UAM campus, Fred J Taylor Library, in Monticello, AR.