REVISED COMMISSION AGENDA MEMORANDUM ACTION ITEM Item No. Date of Meeting 8b April 10, 2018 DATE: March 23, 2018 (Memo Revised April 9, 2018) TO: Stephen P. Metruck, Executive Director FROM: Dave McFadden, Managing Director, Economic Development Division Ron Peck, Director, Tourism Development Department SUBJECT: 2018 Tourism Marketing Support Program Summary ACTION REQUESTED Request Commission authorization of the 2018 tourism grant program and authority for the Executive Director to execute all related contract agreements. EXECUTIVE SUMMARY Applications for the 2018 Tourism Marketing partnership program have been reviewed and staff is recommending the Port fund 26 projects from across Washington State. Staff will highlight these new initiatives and briefly review program results over the last two years. Tourism Marketing Support Recipients The Port of Seattle advances tourism in Washington State by implementing an annual partnership program with local destination marketing organizations. The matching funds program facilitates tourism development and growth across the state by promoting use of Port facilities. In 2018 the Port of Seattle received 45 applications for funding to support local tourism projects. Staff reviewed the applications and recommended 26 receive funding. The overall intent of the program is to provide matching support of up to $10,000 each to local communities, destination marketing organizations, ports, chambers of commerce, tribal organizations and non-profits to promote their destinations to visitors traveling to our state. The funds must be used for advertising, publicizing, promoting or distributing information to attract visitors to the destination. The program requires a two to one match; that is, for every POS dollar invested, the organization must contribute fifty cents. For 2018 the Commission increased the Tourism Marketing Support Program by $50,000 to a total of $200,000. The additional investment is to be awarded to organizations engaged in cultural, eco-sustainable, or adventure-nature tourism related activities; 22 planned awardees self-identified projects that included those components. Template revised September 22, 2016. COMMISSION AGENDA - Action Item No. 8b Meeting Date: April 10, 2018 Page 2 of 6 Generally, partner projects fall into the following categories: • Trade Shows / Sales Efforts - Travel trade shows are exhibitions in which travel businesses and destination marketing organizations work to obtain additional product sales by promoting to retailers, tour operators, travel writers and social media influencers. • Familiarization Tours - Familiarization tours (FAMs) are specific events and activities where travel retailers, tour operators, cruise lines, airlines or travel media are invited to the destination to learn and experience first-hand what a destination or product has to uniquely offer potential travelers. • Event Promotion - Marketing and advertising efforts to increase attendance or participation to an attraction, event or activity. • Digital Marketing - Encompasses a number of online marketing efforts that include establishing a visitor focused travel website, targeted banner website or social media advertising, international language website translations, and online travel marketing research efforts. • International Marketing - Includes identifying specific international destinations that have travel potential and then taking specific marketing actions to positively impact that market. • Travel Articles / Public Relations - Specifically geared to generate additional awareness and interest in the destination by impacting travel, food and beverage writers and media influencers (bloggers and online travel website founders) to author stories about a destination. The efforts to influence the writers and influencers include one on one meetings, deskside visits, arranged appointments at travel trade shows, and travel FAMs. Of the 26 recipients identified for receiving funding in 2018, 11 are from King County, 6 are located in Eastern Washington, 4 originate in the Olympic Peninsula and 5 are based throughout Western Washington. Template revised September 22, 2016. COMMISSION AGENDA - Action Item No. 8b Meeting Date: April 10, 2018 Organization Name POS Awarded Amount        Trade show/sales trip Familiarization tour Event promotion Digital media International marketing Eco/culture/nature tourism Travel Articles/PR     Digital media International marketing Eco/culture/nature tourism Travel Articles/PR    Digital media Eco/culture/nature tourism Travel Articles/PR      Trade show/sales trip Familiarization tour International marketing Eco/culture/nature tourism Travel Articles/PR $5,332    Digital media International marketing Eco/culture/nature tourism $6,000    Digital media International marketing Eco/culture/nature tourism    Event promotion Digital media Eco/culture/nature tourism Whidbey & Camano Islands Tourism $10,000 Cascade Loop Association $10,000 Olympic Peninsula Visitor Bureau $9,000 San Juan Islands Visitors Bureau George Weyerhaeuser Pacific Rim Bonsai Collection (Pacific Bonsai Museum) Experience Learning Community dba Museum of Pop Culture (MoPOP) Shoreline-Lake Forest Park Arts Council Tourism Initiatives $9,250 $6,000 Greater Seattle Business Association / Travel Out Seattle $9,000 Discover Lewis County/Lewis County $10,000 Template revised September 22, 2016.     Trade show/sales trip Digital media International marketing Eco/culture/nature tourism   Digital media Eco/culture/nature tourism Page 3 of 6 Summary of Proposed Project As host to the International Food, Wine, and Travel Writers Association conference, the project will include media familiarization tours, including nature/adventure activities The Great American Adventure Road Trip is a promotion for outdoor adventure thru UK travel trade and media professionals New website, digital advertising and social media campaign focusing on out-of-state flyin markets (CA, TX, AZ) Host media tours to highlight adventure/nature tourism and environmental stewardship Marketing and production of a promotional video and special tour for Chinese tour groups of Museum, which is open yearround Marketing campaign to target out-of-state pre/post cruise visitors New and expanded webpage marketing visual art event to artists and attendees at a regional and national level (including CA, AZ) Focused international outreach efforts (website, printed materials, and attending three international and national conferences) to LGBTQ travelers via GSBA's Travel Out Seattle program Campaign to produce video and online advertisements targeting out-of-state (San Francisco Bay area) outdoor/adventure visitors to Lewis County COMMISSION AGENDA - Action Item No. 8b Meeting Date: April 10, 2018 Puget Sound Attractions Council (DBA Seattle Premier Attractions) Long Beach Peninsula Visitors Bureau Wing Luke Memorial Foundation dba Wing Luke Museum of the Asian Pacific American Experience Ballard Chamber of Commerce dba Ballard Alliance $8,500 $7,000 $9,000 $9,000    Trade show/sales trip Digital media International marketing    Digital media International marketing Eco/culture/nature tourism    Digital media International marketing Eco/culture/nature tourism    Event promotion Digital media Eco/culture/nature tourism Page 4 of 6 Market Seattle tourism travel to national and international tour operators at IPW international trade show, as vendor/presenter Create, translate and localize websites (as marketing tools) in 17 international markets to increase visitor travel and expenditures New website (device-responsive and able to handle translation/language needs) and digital campaign to out-of-state and international Asian market visitors and media Target two specific flight markets in the implementation of a culturally-focused marketing campaign to attract out-of-state visitors Historical Society of Seattle & King County (dba MOHAI) $7,000   Digital media Eco/culture/nature tourism Greater Grays Harbor $3,350    Digital media Eco/culture/nature tourism Travel Articles/PR $6,606     Trade show/sales trip International marketing Eco/culture/nature tourism Travel Articles/PR Digital and print advertising geotargeted (including Alaska, Arizona, California, Colorado, Alaska Beyond Magazine and Delta Sky Magazine) to attract potential visitors Produce two national audience focused podcasts highlighting sports fishing, local seafood and recreational coastal outdoor activities Extend national reach by networking with media and travel influencers at a North America travel trade conference $9,000   Digital media Eco/culture/nature tourism Targeted digital advertising campaign in key markets of Sacramento, Phoenix and Denver $7,500      Trade show/sales trip Fam tour International marketing Eco/culture/nature tourism Travel Articles/PR Host travel industry influencers (media & tour operators) on a fam tour after attending major tourism travel trade conference to promote pre and post cruise itineraries for out-of-state visitors $6,856       Fam tour Event Promotion Digital media International marketing Eco/culture/nature tourism Travel Articles/PR Refresh website to include multilingual and mobile-friendly elements. Host Fam Tour for media and travel influencers Leavenworth Chamber of Commerce Visit Walla Walla and Port of Walla Walla Yakima Valley Tourism Forks Chamber of Commerce Template revised September 22, 2016. COMMISSION AGENDA - Action Item No. 8b Meeting Date: April 10, 2018 Trade show/sales trip Fam tour Eco/culture/nature tourism Travel Articles/PR Page 5 of 6 Visit Tri-Cities $8,000     Cascade Bicycle Club $7,606   Digital media Travel Articles/PR Expand national PR efforts and media ad buys to reach a broader audience for ride events   Digital media (marketing research study) Eco/culture/nature tourism Conduct marketing research to define profile of key national geographic markets from which to develop a strategic out-of-state tourism marketing plan     Digital media International marketing Eco/culture/nature tourism Travel Articles/PR   Digital media Eco/culture/nature tourism Video-based, social media campaign, targeting millennials on the west coast (including Los Angeles and San Francisco) Fort Worden Public Development Authority (PDA) $5,000 Participate in travel media show and sponsor post conference media tour Develop a website dedicated solely to tourism (including national and international reach) and the promotion of the Manhattan Project National Historical Park at Hanford Visit Tri-Cities $9,000 ChinatownInternational District Business Improvement Area $10,000 Starfire Sports $6,000    Trade show/sales trip Event promotion Digital media Event advertising campaign targeting California, Hawaii and Alaska youth soccer teams and Exhibitor at national soccer coaches convention targeting out-of-state teams Port of Friday Harbor $6,000    Event promotion Digital media Eco/culture/nature tourism Targeted website and social media marketing of destination attractions and events to out-of-state visitors TOTALS $200,000 Template revised September 22, 2016. COMMISSION AGENDA - Action Item No. 8b Meeting Date: April 10, 2018 Page 6 of 6 ATTACHMENTS TO THIS BRIEFING (1) PowerPoint presentation PREVIOUS COMMISSION ACTIONS OR BRIEFINGS January 30, 2018 - The Commission was briefed on the results of the 2017 program. April 11, 2017 - 2017 marketing support program awardees were announced. January 17, 2017 - The Commission was briefed on the results of the 2016 program. November 22, 2016 - The Commission approved the final 2017 budget, including $150,000 for the Tourism Marketing Support program. Template revised September 22, 2016.