PORT OF SEATTLE

MEMORANDUM

COMMISSION AGENDA

Item No.

Date of Meeting

August 2, 2011

DATE: July 27, 2011

TO: Tay Yoshitani, Chief Executive Officer

FROM: Linda Styrk, Managing Director, Seaport Division

Mark Reis, Managing Director, Aviation Division

Jane Kilburn, Director, Tourism Development

SUBJECT: Century Agenda Committee: Presentation and Discussion on Five-Year

Milestones.

STRATEGIC GOALS FROM THE “MOVING PEOPLE” PANEL

At the July 12, 2011 meeting, the Port Commission approved the following goals that arose from

the “Moving People” panels and subsequent discussion. Those goals were:

 Fully meet the region’s air transportation needs for the next 25 years

 Make Seattle-Tacoma International Airport the west coast “Green Gateway of Choice”

for international travel

 Double the number of international flights and destinations

 Double the economic value of cruise traffic to Washington State

 Be a catalyst for establishing this region as a premiere destination for tourists from Asia,

Europe, and other targeted international areas.

Since that time, senior staff from Aviation, Seaport and Tourism has created 5-year objectives to

meet those goals. The following are elements of the plan for the Commission to consider and

discuss:

Aviation Division Goals and Objectives

GOAL: Fully meet the region’s air transportation needs for the next 25 years

5-year Objectives:

 Complete updated Master Plan to articulate strategy to provide terminal / passenger

throughput capacity and landside / access capacity to match the airfield capacity.

 Incorporate into Sea-Tac Airport’s plans appropriate expectations regarding commercial

passenger throughput at other airports in the Puget Sound market.

COMMISSION AGENDA

T. Yoshitani, Chief Executive Officer

July 27, 2011

Page 2 of 3

 Utilize passenger processing technology whenever appropriate (e.g., “two-step,” flow-

through ticketing, common use self-service kiosks, self bag-tagging) to increase terminal

throughput capacity at lower cost.

 Complete evaluation of and, if warranted, develop an on-airport hotel.

GOAL: Make Seattle-Tacoma International Airport the west coast “Green Gateway of

Choice” for international travel

5-year Objectives:

 Complete “mid-term” improvements in international arrivals facility to increase hourly

capacity from 1200 to 1600 passengers.

 Complete planning and design and begin construction on new or expanded international

arrivals facility.

 Complete baggage system improvements to reduce Minimum Connect Time for arriving

international flights.

GOAL: Double the number of international flights and destinations

5-year Objectives:

 Attract and help launch new service to Shanghai, Hong Kong and the Middle East.

 Attract and help launch additional service in two existing markets.

Seaport Division Goals and Objectives

GOAL: Double the economic value of the cruise business to Washington State

5-year objectives:

 Increase total seaport cruise passengers to approximately 935 thousand by 2016, assuming a

3% per year increase in passengers over the next 5 years.

 Increase the economic value of cruise traffic to Washington State by $85 million, from $393

million in 2011 to $448 million in 2016, assuming a 4% per year increase. This also assumes

passengers extend stays while in the region and some upsizing of cruise vessels calling

Seattle.

 Retain existing cruise line customers, cruise calls and vessel utilization levels near 100%.

Successfully negotiate one new long term agreement with a cruise line and add one new

cruise service.

 Execute T-91 improvements associated with cruise including breasting barges and additional

gangway to support passenger growth.

 Work collaboratively with cruise and tourism partners to identify and develop the Port’s

unique opportunity to add to the regional economic value of our cruise business.

 Market “Cruise Plus” strategies to entice cruise passengers to increase their visitor spending

and to stay more than one night pre- or post-cruise.

COMMISSION AGENDA

T. Yoshitani, Chief Executive Officer

July 27, 2011

Page 3 of 3

Tourism Goals and Objectives

GOAL: Be a catalyst for establishing this region as a premier destination for tourists from

Asia, Europe, and other targeted international areas.

5-year objectives:

 Increase tourism to this area from existing markets in Asia and Europe by 20%

 Identify and deploy strategic outreach and communications to at least 3 new target markets,

in support of Aviation marketing

 Increase participation in tourism promotion by partners by 50% (i.e. state-wide tourism

organization, Destination Marketing Organizations, lodging, restaurants and attractions)