Template revised September 22, 2016.
COMMISSION
AGENDA MEMORANDUM
Item No.
8d
ACTION ITEM
Date of Meeting
December 11, 2018
DATE: November 16, 2018
TO: Stephen P. Metruck, Executive Director
FROM: Dave McFadden, Managing Director, Economic Development Division
Ron Peck, Director, Tourism Development Department
SUBJECT: 2019 Tourism Marketing Support Program
Amount of this request:
$200,000
Total annual program cost:
$200,000
ACTION REQUEST
Request Commission authorization for the 2019 Tourism Marketing grant Program and
authority for the Executive Director to approve execution for all related contract agreements
for the 2019 selected Tourism Marketing Support Program recipients in an amount not to
exceed $200,000.
EXECUTIVE SUMMARY
The 2019 Tourism Marketing Support Program will be in its fourth year. It has been a well
received, collaborative, and mutually beneficial program for the Port of Seattle, destination
marketing organizations and nonprofit alike. For 2019, $200,000 has been approved for the
program. The source of funds is the King County tax levy. Steps will be initiated to improve the
program based on lessons learned and experiences from the past three years. Specific
strategies include a continued strong outreach to cultural, historical, tribal, eco/sustainable and
adventure/nature travel related organizations, initiating a hiatus on organizations that have
been recipients of the program for three straight years and releasing the 2019 program earlier
allowing the recipients additional time to complete their projects.
Marketing, promotion and outreach plans include:
Distribution of a press release statewide announcing the program.
Announcing of the program on Compass.
Communicating to a data base of over 140 different organizations via email. The data
base includes a roster of 73 destinations, 24 cultural attractions, 17 outdoor recreational
organizations and 42 tribal contacts.
Prominent positioning of the grant program on the Tourism Development section of the
POS website. All information regarding the program (actual application, instructions for
applying, a frequently asked or FAQ information document, application deadline date,
details about an information session, and promotion to participate in the Washington
COMMISSION AGENDA –Action Item No. 8d Page 2 of 8
Meeting Date: December 11, 2018
Template revised September 22, 2016.
Tourism Alliance match funding program) will be on the Tourism site. The website also
includes video testimonials speaking to the successes of the program by previous
recipients.
Conduct an “FAQ” session on January 11
th
. The session is open to all interested parties.
Potential applicants may attend in person or via teleconference.
Speaking at various organizations meetings, conferences or seminars. Presentations
about the grant program have or will occur at the Olympic Peninsula Tourism Summit in
Port Angeles, The Woodinville Wine Association annual meeting, Washington Tourism
Alliance board meetings, Washington Tourism Marketing Authority board meeting, the
Washington Public Port Authority Economic Development round table summit, and
Cascade Loop Annual meeting.
One on One meetings with the potential applicants’ organizations. Meetings that have
occurred include Enumclaw Chamber of Commerce, Cities of Kent and Auburn, Highline
Botanical Garden, Seattle Southside Regional Tourism Authority, the Suquamish and
Makah Tribal organizations.
Direct contact via phone. Drawing from past emails and our data base of contacts over
the course of the year, calls will continue to be made to potential applicants
encouraging their participation.
As a result of the passage of SB5251 (the State Tourism Marketing bill) a requirement for visitor
industry matching funds exists and Tourism Development is working collaboratively with the
Washington Tourism Alliance to engage and encourage 2019 tourism grant recipients to
participate. Our grant program can make a significant contribution toward reaching the goal of
making the $3M in industry match contribution. Plans are in place during the marketing and
outreach efforts to encourage the recipients’ participation.
Proposed Implementation Timeline
December 12- Launch program and announce program via press release, website and
email contacts
December 12 – January 31
o Continue marketing and promotional communication efforts to obtain applicants
o January 11 conduct the FAQ – information session. Participation may be either
in person or via teleconference
February 01 - Deadline for application submittals
February 11 - Review committee meets and identifies awardees
Week of February 11 - Tourism Development notifies 2019 recipients
February through March - Work to complete 2019 agreements
March 01 – December 31 - Recipients initiate and complete Tourism marketing projects
COMMISSION AGENDA –Action Item No. 8d Page 3 of 8
Meeting Date: December 11, 2018
Template revised September 22, 2016.
Tourism Marketing Support Recipients
The Port of Seattle is advancing tourism in Washington State by implementing an annual
partnership program with local destination marketing organizations. In the first three years of
the program 119 applications have been received and 57 projects awarded, netting
approximately $700,000 in additional marketing promotion efforts for Washington. The
matching funds program promotes use of Port facilities, and tourism growth throughout the
state.
In 2018, $200,000 was authorized for the program. 45 applications were obtained. Staff
reviewed the applications and recommended 26 to receive funding. The overall intent of the
program is to provide matching funds support of up to $10,000 each to local communities,
destination marketing organizations, ports, chambers of commerce, and attractions to promote
their destinations or activities. 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 (for every POS dollar invested, the organization must contribute fifty cents).
The projects (and the results / benefits) are summarized in the following tourism categories:
Trade Shows / Sales Efforts: – Travel trade shows and 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. Result / Benefit: Additional tour programs and visitor attraction sales in
Seattle and the Pacific Northwest by non-residents.
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. Result / Benefit: Increase in published tour products
and programs generating additional air travel and economic spend in Washington.
Event Attractions Promotion: Marketing and advertising efforts to increase attendance
or participation to an attraction, event or activity. Result / Benefit: Increases in
visitation, arrivals and visitor expenditures as a result of additional marketing efforts to
non-residents.
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. Result / Benefit: Generating additional awareness, interest and
ultimately positively impacting travel to Washington.
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
COMMISSION AGENDA –Action Item No. 8d Page 4 of 8
Meeting Date: December 11, 2018
Template revised September 22, 2016.
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. Result / Benefit: Increases in earned media value coverage, exposure and
interest in traveling to Seattle and Washington State.
Statewide Participation in 2018
Projects and program are located throughout the state:
King County – 11
Eastern Washington – 6
Olympic Peninsula - 4
Western Washington – 5
List of 2018 Awarded Recipients
Organization
Name
Tourism Initiatives
Summary of Proposed Project
Whidbey &
Camano Islands
Tourism
Trade show/sales trip
Familiarization tour
Event promotion
Digital media
International marketing
Eco/culture/nature tourism
Travel Articles/PR
As host to the International Food, Wine, and
Travel Writers Association conference, the
project will include media familiarization
tours, including nature/adventure activities
COMMISSION AGENDA –Action Item No. 8d Page 5 of 8
Meeting Date: December 11, 2018
Template revised September 22, 2016.
Cascade Loop
Association
Digital media
International marketing
Eco/culture/nature tourism
Travel Articles/PR
The Great American Adventure Road Trip is a
promotion for outdoor adventure thru UK
travel trade and media professionals
Olympic Peninsula
Visitor Bureau
Digital media
Eco/culture/nature tourism
Travel Articles/PR
New website, digital advertising and social
media campaign focusing on out-of-state fly-
in markets (CA, TX, AZ)
San Juan Islands
Visitors Bureau
Trade show/sales trip
Familiarization tour
International marketing
Eco/culture/nature tourism
Travel Articles/PR
Host media tours to highlight
adventure/nature tourism and
environmental stewardship
George
Weyerhaeuser
Pacific Rim Bonsai
Collection (Pacific
Bonsai Museum)
Digital media
International marketing
Eco/culture/nature tourism
Marketing and production of a promotional
video and special tour for Chinese tour
groups of Museum, which is open year-
round
Experience
Learning
Community dba
Museum of Pop
Culture (MoPOP)
Digital media
International marketing
Eco/culture/nature tourism
Marketing campaign to target out-of-state
pre/post cruise visitors
Shoreline-Lake
Forest Park Arts
Council
Event promotion
Digital media
Eco/culture/nature tourism
New and expanded webpage marketing
visual art event to artists and attendees at a
regional and national level (including CA, AZ)
Greater Seattle
Business
Association /
Travel Out Seattle
Trade show/sales trip
Digital media
International marketing
Eco/culture/nature tourism
Focused international outreach efforts
(website, printed materials, and attending
three international and national
conferences) to LGBTQ travelers via GSBA's
Travel Out Seattle program
Discover Lewis
County/Lewis
County
Digital media
Eco/culture/nature tourism
Campaign to produce video and online
advertisements targeting out-of-state (San
Francisco Bay area) outdoor/adventure
visitors to Lewis County
Puget Sound
Attractions
Council (DBA
Seattle Premier
Attractions)
Trade show/sales trip
Digital media
International marketing
Market Seattle tourism travel to national
and international tour operators at IPW
international trade show, as
vendor/presenter
Long Beach
Peninsula Visitors
Bureau
Digital media
International marketing
Eco/culture/nature tourism
Create, translate and localize websites (as
marketing tools) in 17 international markets
to increase visitor travel and expenditures
Wing Luke
Memorial
Foundation dba
Wing Luke
Museum of the
Digital media
International marketing
Eco/culture/nature tourism
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
COMMISSION AGENDA –Action Item No. 8d Page 6 of 8
Meeting Date: December 11, 2018
Template revised September 22, 2016.
Asian Pacific
American
Experience
Ballard Chamber
of Commerce dba
Ballard Alliance
Event promotion
Digital media
Eco/culture/nature tourism
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)
Digital media
Eco/culture/nature tourism
Digital and print advertising geotargeted
(including Alaska, Arizona, California,
Colorado, Alaska Beyond Magazine and
Delta Sky Magazine) to attract potential
visitors
Greater Grays
Harbor
Digital media
Eco/culture/nature tourism
Travel Articles/PR
Produce two national audience focused
podcasts highlighting sports fishing, local
seafood and recreational coastal outdoor
activities
Leavenworth
Chamber of
Commerce
Trade show/sales trip
International marketing
Eco/culture/nature tourism
Travel Articles/PR
Extend national reach by networking with
media and travel influencers at a North
America travel trade conference
Visit Walla Walla
and Port of Walla
Walla
Digital media
Targeted digital advertising campaign in key
markets of Sacramento, Phoenix and Denver
Yakima Valley
Tourism
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
Forks Chamber of
Commerce
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
Visit Tri-Cities
Trade show/sales trip
Fam tour
Travel Articles/PR
Participate in travel media show and sponsor
post conference media tour
Cascade Bicycle
Club
Digital media
Travel Articles/PR
Expand national PR efforts and media ad
buys to reach a broader audience for ride
events
Fort Worden
Public
Development
Authority (PDA)
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
Visit Tri-Cities
Digital media
International marketing
Eco/culture/nature tourism
Travel Articles/PR
Develop a website dedicated solely to
tourism (including national and international
reach) and the promotion of the Manhattan
Project National Historical Park at Hanford
COMMISSION AGENDA –Action Item No. 8d Page 7 of 8
Meeting Date: December 11, 2018
Template revised September 22, 2016.
Chinatown-
International
District Business
Improvement
Area
Digital media
Eco/culture/nature tourism
Video-based, social media campaign,
targeting millennials on the west coast
(including Los Angeles and San Francisco)
Starfire Sports
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
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
For 2019 tourism development is requesting $200,000 for the program. Tourism development
recognizes the value to tourism in our state of our history culture, lands, waters and the
environment. Tourism has developed a data base of 40 tribal, 24 cultural and 17 outdoor
recreation oriented organizations. We will work diligently to effectively communicate the
program and its benefits to these entities with the express goal of increasing involvement.
The following strategies or actions are planned and requested with the objectives of continuing
improving the process, ensure the program is available to a diverse group of tourism related
organizations and allow for a more timely implementation of projects, thereby maximizing
effectiveness of the programs. Specifically:
Organizations that have been awarded funds for three years running will be placed on a
two year respite. The rationale is to allow other tourism organizations an opportunity to
participate and to reinforce that the funds should be perceived as seed or new project
dollars and not considered as permanent funds to be obtained every year.
Participating organizations have expressed their sincere appreciation and gratitude for
the program. We have repeatedly heard that without this program they could not have
initiated the marketing effort to increase out of state visitors and travel throughout
Washington. The one constructive comment made repeatedly by a number of
participants has been to consider allowing for the initiation of agreements sooner.
Doing so will allow the projects to be implemented in a more timely fashion.
ATTACHMENTS TO THIS BRIEFING
Presentation slides
COMMISSION AGENDA –Action Item No. 8d Page 8 of 8
Meeting Date: December 11, 2018
Template revised September 22, 2016.
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS
October 12, 2018 – Update on the 2018 program, results and recommendations for
improving the program in 2019.
April 10, 2018 – Marketing support program awardees were announced.
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.