fromtheboard BMW MOA Board of Directors
Meeting minutes Salt Lake City, Utah • October 8, 2016
LOCATION: Radisson Hotel Salt Lake City Airport, Utah. (Location in con- junction with 2017 National Rally site)
BOARD MEMBERS PRESENT: Presi- dent Wes Fitzer, Vice President Jackie Hughes, Treasurer Jean Excell, Secre- tary Reece Mullins, Directors Bill Hooykaas, Stan Herman, Marc Souli- ere, Lisa Malachowsky, Sam Garst.
STAFF MEMBERS PRESENT: Bob Aldridge, Executive Director, Ted Moyer Director of Membership & Marketing, Bill Weigand, BMW ON Managing Editor.
President Wes Fitzer calls the meeting to order at 13:04 MDT. Wes welcomes all the members pres-
ent and calls for the introductions of the members in attendance. Greg Feeler, Pat Carol, Brian Burdette, Melissa Logan, Dutch Lammers, Kate Lammers, Karol Patzer, Deb Lower, Jude Rosenthal, Tracy Novich, Matt Novich, and Dan Stys.
Treasurer’s Report - Jean Excell The current balance of the investment account as of October 7, 2016 is $625,442.19 Which puts us in excess of our short term and long term liabilities.
Executive Director’s Report - Bob Aldridge Bob presented the slides for the 2016 Annual Report of the BMW Motor- cycle Owners of America, (To be pub- lished and distributed to all members by November 2016). Bob took the
82 BMW OWNERS NEWS January 2017
time to explain the graphs and information presented and entertained any questions regarding the subjects contained in the pre- sentation, concentrating heavily on mem- bership and budget numbers. Wes Fitzer pointed out how the slides
reflect the cumulative effort of three years of hard work that was necessary to bring the MOA out of the red of the past two years and into the black this year.
Staff Presentations - Ted Moyer Chris Hughes our Advertising Director, has pulled in just over a million dollars thus far in 2016, up one percent over the previous year. To put that in perspective, our best year ever was 1.2 million; we have now bro- ken a million in advertising revenue five straight years in a row. Ted continued the advertising briefing by highlighting the scorecard, hurdles, and coming attractions. As the economy tightens up a bit every
year during an election cycle, smaller busi- nesses draw back a bit on their advertising dollars. Once the election shakes out, advertising dollars will pick back up again. Outside of print, our main venues for advertising are online and social.
These
platforms are rapidly becoming a viable advertising medium. We obviously recog- nize the value of social networking in regards to advertising; however, advertising for us is still very print-centric. One million dollars each year is still coming from print advertising. Chris spends a lot of time ana- lyzing those two sales statistics. Moving on to Business Development,
Ken Engelman is at INTERMOT in Cologne, Germany this week. A big piece of his responsibility is engaging with BMW Motorrad on behalf of the MOA. Ken just negotiated with BMW NA to reinitiate the
free one-year membership to the MOA with the purchase of a new BMW motor- cycle from an authorized dealer. The deal- erships and BMW NA took keen notice of the thirty-one new bikes that were sold at dealerships that participated in the 100-year anniversary celebration that was directly supported by the MOA and the Regional Coordinator program. Over five hundred MOA members came in to dealerships to get their free gift. Ken is deeply involved in the BMW demo-truck program, and the Sturgis co-branding program he put in place earlier this year. One of the things he hoped to achieve at INTERMOT was to get BMW to commit to provide the MOA with exclusive content from BMW Corporate and for them to share some of our content on their website. Our working relationship with BMW is better now than what it has been historically in the past. Ken Engelman has worked hard to pro-
mote the unique concept of the BMW demo-truck photos. When participants of the demo-truck program ride the demo bikes, MOA members have their pictures taken. The pictures are then uploaded to our flicker account; additionally cards are given out to members after their test ride. We had a similar set up at the 100th Year Anniversary Getaway in Monterey, Calli- fornia, which was also very successful. The demo-truck photo concept got back to BMW NA with very positive feedback. We consider this a unique benefit for our members. The three-way co-branding partnership
initiative between Sturgis, Rever, and the MOA mentioned earlier produced a Rever card that was on display at twenty-one dif- ferent locations in the region. • Partnerships: The MOA will have an ad appearing soon in the Touratech
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