Template revised September 22, 2016.
COMMISSION
AGENDA MEMORANDUM
Item No.
6n
ACTION ITEM
Date of Meeting
December 10, 2019
DATE: November 20, 2019
TO: Stephen P. Metruck, Executive Director
FROM: Dave McFadden, Managing Director, Economic Development Division
Ron Peck, Director, Tourism Development Department
SUBJECT: 2020 Tourism Marketing Support Program
Amount of this request:
$200,000
Total annual program cost:
$200,000
ACTION REQUEST
Request Commission authorization for the Executive Director to execute contract agreements
and implement the 2020 Tourism Marketing Support Program in an amount not to exceed
$200,000.
EXECUTIVE SUMMARY
The 2020 Tourism Marketing Support Program will be in its fifth year. It has been a well
received, collaborative, and mutually beneficial program for the Port of Seattle, destination
marketing and nonprofit organizations alike. For 2020, $200,000 has been approved for the
program. The source of funds is the King County tax levy. Specific strategies to maintain the
effectiveness of the program include a continued strong outreach to cultural, historical, tribal,
eco/sustainable and adventure/nature travel related organizations, maintaining a hiatus on
organizations that have been recipients of the program for three straight years, streamlining
the application process for applicants, releasing the 2020 program in December and awarding
by February of 2020 allowing the recipients ample time to complete their projects.
Marketing, promotion and outreach plans include:
• Distribution of a press release statewide announcing the program on or about
December 11, 2020.
• Announcing of the program on Compass.
• Communicating to a data base of over 250 different organizations via email. The data
base includes a roster of over 80 destination organizations, 24 cultural attractions, 17
outdoor recreational organizations and 40 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. 6n Page 2 of 8
Meeting Date: December 10, 2019
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. The session is open to all interested parties.
Potential applicants may attend in person or via teleconference.
• Speaking at various organizations meetings such as the Washington Tourism Alliance
Board meetings, the Washington State Destination Marketing Association meetings, one
on one meetings with destination marketing organizations, chambers, city officials and
nonprofit 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.
Proposed Implementation Timeline
• December 11- Launch program and announce program via press release, website and
email contacts
• December 12 – February 7
o Continue marketing and promotional communication efforts to obtain applicants
o January 9 conduct an FAQ – information session. Participation may be either in
person or via teleconference
• February 7 - Deadline for application submittals
• February 18 - Review committee meets and identifies awardees
• Week of February 24 - Tourism Development notifies 2019 recipients
• February through March - Work to complete 2019 agreements
• March 1 – December 31 - Recipients initiate and complete Tourism marketing projects
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 four years of
the program 166 applications have been received and 86 projects awarded, netting
approximately $1,050,000 in additional marketing promotion efforts for Washington tourism.
The matching funds program promotes use of Port facilities, and tourism growth throughout
the state.
In 2019, $200,000 was authorized for the program. 47 applications (highest number of
applicants in a year) were obtained. Staff reviewed the applications and recommended 30 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).
COMMISSION AGENDA –Action Item No. 6n Page 3 of 8
Meeting Date: December 10, 2019
Template revised September 22, 2016.
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
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.
COMMISSION AGENDA –Action Item No. 6n Page 4 of 8
Meeting Date: December 10, 2019
Template revised September 22, 2016.
Statewide Participation in 2019
Projects and program are located throughout the state
King County – 8
Eastern Washington – 7
Kitsap and Olympic Peninsulas – 5
Northern Washington and Islands - 4
Southwest Washington – 3
Pierce County – 2
Statewide – 1
COMMISSION AGENDA –Action Item No. 6n Page 5 of 8
Meeting Date: December 10, 2019
Template revised September 22, 2016.
2019 Awarded Recipients
Organization
Name
POS
Awarded
Amount
Tourism Initiatives
Summary of Proposed Project
City of Kirkland
$7,000
Digital media
Event promotion
Eco/culture/nature tourism
Website enhancement & online targeted
marketing promoting Kirkland and outdoor
recreation to potential travelers in San
Francisco and Los Angeles.
Puget Sound
Attractions
Council
$5,000
Trade show / sales trip
Digital media
International marketing
Event attractions
Eco/culture/nature tourism
Participate in U.S. Travel's IPW in Anaheim
CA, as a presenter to international tour
operators to generate tour travel to
Washington state.
Discover Lewis
County
$8,000
Digital media
Video advertising
Eco/culture/nature tourism
Conduct targeted marketing via video and
digital advertising in Southern California,
focusing on Lewis County offseason outdoor
adventure activities.
Museum of
History & Industry
(MOHAI)
$7,000
Digital media
Event attractions
Eco/culture/nature tourism
Digital advertising in Arizona, California,
Colorado and New York promoting Mohai's
Seattle Style exhibition.
PBY – Naval Air
Museum
$5,000
Digital media
Event attractions
Eco/culture/nature tourism
Utilizing Experience WA website platform to
reach non-residents and promote the PBY -
Naval Museum on Whidbey Island.
Museum of Flight
$7,500
Digital media
Video advertising
Eco/culture/nature tourism
Creation of :30 or :15 second commercials
for online marketing focusing on selected
California markets and residents.
Museum of Pop
Culture (MOPOP)
$10,000
Event attractions
Digital media
Conduct geotarget marketing impacting
cruisers in the POS cruise terminal area and
online SEO marketing to non-residents
interested in Seattle.
Jefferson County
Chamber of
Commerce
$8,000
Digital media
Eco/culture/nature tourism
Conduct a digital marketing campaign and
sweepstakes contest promoting Port
Townsend and Jefferson County in Texas,
New York, Colorado, Arizona and Florida.
City of Stanwood
$7,500
Digital media
Eco/culture/nature tourism
Improve Stanwood/Camano site to be
traveler user friendly and conduct social
media advertising campaign to non-
residents.
Goldendale
Chamber of
Commerce
$10,000
Familiarization tour
Digital media
International marketing
Eco/culture/nature tourism
Market the Goldendale Observatory thru
web-based marketing and print marketing
materials by targeting astronomy focused
tour promoters and influencers.
COMMISSION AGENDA –Action Item No. 6n Page 6 of 8
Meeting Date: December 10, 2019
Template revised September 22, 2016.
WA State
Geocaching Assoc.
(WSGA)
$5,200
Digital media
Event attraction promotion
Eco/culture/nature tourism
Increase out of state participation in Valley
Cities GeoTour by promoting event online
via Geocaching.com website.
NW Agricultural
Business Center
$5,250
Digital media
Event attraction promotion
Eco/culture/nature tourism
Launch a new Whidbey Island Vintners
Distillers website and initiate social media
advertising promoting food/beverage
activities to non-residents.
City of Blaine
$8,000
Digital media
Eco/culture/nature tourism
Creation of an online "Salish Sea Trail" water
based itinerary encouraging out of state
boating enthusiasts, including the POS's
recreational marinas.
Port of Walla
Walla
$7,500
Digital media
Port will partner with a travel marketing firm
specializing in "traveler-to-purchase" data to
execute digital advertising campaign to
increase air travel to Walla Walla.
Yakima Valley
Tourism
$5,000
Digital media
Eco/culture/nature tourism
Travel Articles/PR
Through a multi-channel digital campaign
focus on prospective air travelers interested
in craft brewing via promoting Yakima Valley
as "Hop Country" USA.
Washington
Tourism Alliance
$5,000
Trade show/sales trip
International marketing
Eco/culture/nature tourism
Travel Articles/PR
Participate in U.S. Travel's IPW In Anaheim
CA, as a presenter to interested tour
operators and travel media with the
potential to generate travel Washington
state.
White Pass Scenic
Byway
$6,000
Digital media
Eco/culture/nature tourism
White Pass Byway will promote the South
Cascades Loop focusing on outdoor
experiences in our state and national parks
lands via digital marketing and social media.
Leavenworth
Chamber of
Commerce
$7,000
Trade show / sales trip
Digital media
Travel articles / PR
Familiarization tour
Eco/culture/nature/tourism
Attend the Travel Media Showcase in Atlanta
GA and showcase Leavenworth as well as
bring and host select travel media and
influencers in Washington state.
Visit Tri-Cities
$3,000
Familiarization tour
Travel articles / PR
Eco/culture/nature tourism
Host and conduct a travel media
familiarization tour showcasing the Tri-Cities
as the "Heart" of Washington Wine Country.
Long Beach
Peninsula Visitors
Bureau
$5,000
Print advertising
Digital media
Eco/culture/nature tourism
Plans include a combination of print and
website work designed to reach a targeted
audience promoting Long Beach outdoor
shoreline activities.
Travel Tacoma &
Pierce County
$7,500
Trade shows / sales trips
Digital media
Video promotion
Event attraction promotion
Eco/culture/nature tourism
Increase number of national conventions
and delegates flying to Tacoma by
developing a “video-centered” recruitment
campaign that includes highlighting
proximity of Mt. Rainer.
COMMISSION AGENDA –Action Item No. 6n Page 7 of 8
Meeting Date: December 10, 2019
Template revised September 22, 2016.
Olympic Peninsula
Visitors Bureau
$10,000
Digital media
Eco/culture/nature tourism
Conduct a targeted digital and social media
campaign in California, Arizona, Texas and
New York focusing on shoulder season and
Olympic Peninsula public forests and waters.
Seattle
International Film
Festival (SIFF)
$8,500
Print advertising
Event attraction promotion
Eco/culture/nature tourism
Print advertising placement in Alaska Airlines
Inflight magazine promoting SIFF as a great
festival and way to experience Seattle and
Washington State.
Visit Kitsap
Peninsula
$10,000
Digital media
Video promotion
International marketing
Eco/culture/nature tourism
Project includes development of video sales
packets that will be directed to international
travel retailers and tour operators.
Methow Trails
$7,500
Digital media
Familiarization tour
Travel articles / PR
Eco/culture/nature tourism
Creation of “Plan your trip” website section,
host a familiarization tour for travel media
and promoting cross country skiing,
snowshoeing and fat tire snow biking.
Suquamish
Museum
$6,486
Print advertising
Familiarization tour
Eco/culture/nature tourism
Create collateral and work with Seattle Hotel
Concierge members to aid in promoting
visitors to take ferry to Bainbridge and
experience the Squamish Museum. Host a
familiarization tour
Harbor WildWatch
$5,064
Digital media
Video promotion
Eco/culture/nature tourism
Conduct a marketing effort to develop short
film video, online marketing reaching
potential participants in beach tours
focusing on the Salish Sea environment.
City of Port
Angeles
$2,500
Digital media
Eco/culture/nature tourism
Conduct a digital marketing campaign
reaching non-residents promoting Port
Angeles as a transportation and lodging hub
for Olympic NP and the Pacific Ocean.
Cascade
Farmlands
$3,000
Digital media
Event attraction promotion
Eco/culture/nature tourism
Increase out of state attendance by
promoting cider event and agri-tourism in
North Central Washington. Utilize SEO via
Google and social media with Facebook.
Wing Luke
Museum
$7,500
Event attraction promotion
Digital media
Eco/culture/nature tourism
Will target both potential travelers and
recently arrived inbound tourists with a
series of digital and social media advertising
promoting the Wing's cultural tours.
For 2020 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. We have developed a data base of 40 tribal, 37 cultural and 22 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.
COMMISSION AGENDA –Action Item No. 6n Page 8 of 8
Meeting Date: December 10, 2019
Template revised September 22, 2016.
The previously listed marketing, promotion, outreach and strategies are planned with the
express objectives of continuing to improve 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.
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 REQUEST
Presentation slides
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS
July 23, 2019 – Commission briefed on 2019 Tourism Marketing Support Program awardees.
December 11, 2018 – Commission approved authorization for the 2019 Tourism Marketing
grant Program and authority for the Executive Director to approve execution for all
related contract agreements.
October 12, 2018 – Update on the 2018 program, results and recommendations for
improving the program in 2019.
July 23, 2019 – Marketing support program awardees were briefed to the commission.
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.
