COMMISSION AGENDA MEMORANDUM Item No. ACTION ITEM Date of Meeting 8d 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: Total annual program cost: $200,000 $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 Template revised September 22, 2016. COMMISSION AGENDA -Action Item No. 8d Meeting Date: December 11, 2018     Page 2 of 8 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 11th. 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 Template revised September 22, 2016. COMMISSION AGENDA -Action Item No. 8d Meeting Date: December 11, 2018 Page 3 of 8 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 Template revised September 22, 2016. COMMISSION AGENDA -Action Item No. 8d Meeting Date: December 11, 2018 Page 4 of 8 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 Whidbey & Camano Islands Tourism POS Awarded Amount $10,000 Template revised September 22, 2016. Tourism Initiatives        Trade show/sales trip Familiarization tour Event promotion Digital media International marketing Eco/culture/nature tourism Travel Articles/PR 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 COMMISSION AGENDA -Action Item No. 8d Meeting Date: December 11, 2018 Cascade Loop Association Olympic Peninsula Visitor Bureau 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 $10,000 $9,000 $9,250 $5,332 $6,000 $6,000 Greater Seattle Business Association / Travel Out Seattle $9,000 Discover Lewis County/Lewis County $10,000 Puget Sound Attractions Council (DBA Seattle Premier Attractions) Long Beach Peninsula Visitors Bureau Wing Luke Memorial Foundation dba Wing Luke Museum of the     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    Digital media International marketing Eco/culture/nature tourism    Digital media International marketing Eco/culture/nature tourism    Event promotion Digital media Eco/culture/nature tourism     Trade show/sales trip Digital media International marketing Eco/culture/nature tourism   Digital media Eco/culture/nature tourism $8,500    Trade show/sales trip Digital media International marketing $7,000    Digital media International marketing Eco/culture/nature tourism    Digital media International marketing Eco/culture/nature tourism $9,000 Template revised September 22, 2016. Page 5 of 8 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 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 COMMISSION AGENDA -Action Item No. 8d Meeting Date: December 11, 2018 Page 6 of 8 Asian Pacific American Experience Ballard Chamber of Commerce dba Ballard Alliance $9,000 Historical Society of Seattle & King County (dba MOHAI) $7,000 Greater Grays Harbor $3,350    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 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   Digital media Eco/culture/nature tourism    Digital media Eco/culture/nature tourism Travel Articles/PR     Trade show/sales trip International marketing Eco/culture/nature tourism Travel Articles/PR  Digital media $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 Forks Chamber of Commerce $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 Visit Tri-Cities $8,000    Trade show/sales trip Fam tour Travel Articles/PR Cascade Bicycle Club $7,606   Digital media Travel Articles/PR   Digital media (marketing research study) Eco/culture/nature tourism     Digital media International marketing Eco/culture/nature tourism Travel Articles/PR Leavenworth Chamber of Commerce Visit Walla Walla and Port of Walla Walla Yakima Valley Tourism Fort Worden Public Development Authority (PDA) Visit Tri-Cities $6,606 $9,000 $5,000 $9,000 Template revised September 22, 2016. Targeted digital advertising campaign in key markets of Sacramento, Phoenix and Denver Participate in travel media show and sponsor post conference media tour Expand national PR efforts and media ad buys to reach a broader audience for ride events Conduct marketing research to define profile of key national geographic markets from which to develop a strategic out-of-state tourism marketing plan 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 Meeting Date: December 11, 2018 ChinatownInternational District Business Improvement Area $10,000   Page 7 of 8 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 $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 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 Template revised September 22, 2016. COMMISSION AGENDA -Action Item No. 8d Meeting Date: December 11, 2018 Page 8 of 8 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. Template revised September 22, 2016.