Template revised January 10, 2019.
COMMISSION
AGENDA MEMORANDUM
Item No.
8i
ACTION ITEM
Date of Meeting
January 25, 2022
DATE: 12/31/2021
TO: Stephen P. Metruck, Executive Director
FROM: Dave McFadden, Managing Director, Economic Development Division
Gail Muller, Tourism Development Department
SUBJECT: 2022 Tourism Marketing Support Program (TMSP)
Amount of this request:
$200,000
Total estimated project cost:
$200,000
ACTION REQUESTED:
Request Commission authorization of the 2022 Tourism marketing grant program (TMSP) and
authority for the Executive Director to approve execution for all related contract agreements for
the 2022 selected Tourism Marketing Support Program recipients in an amount not to exceed
$200,000.
EXECUTIVE SUMMARY
The 2022 Tourism Marketing Support Program will be in its seventh year. It has been an
impactful, collaborative, and mutually beneficial program for the Port of Seattle, destination
marketing organizations (dmos) and other nonprofit organizations. For 2022, $200,000 has been
approved for the program. The source of funds is the Port property tax levy.
The Port of Seattle’s co-operative tourism marketing support program boosts the economic value
of tourism across the state. This program has been effective in promoting Washington State and
the use of Port facilities. The program is intended to provide matching support of up to $10,000
to non-profit destination marketing organizations (DMO’s), attractions, cities, counties, and
chambers of commerce which can effectively market their destination to non-resident visitors
traveling to our state. As the Port’s agreement with Washington Tourism Alliance continues
through the end of April 2022 to address statewide tourism recovery efforts, Tourism
Development will select grant applicants who can leverage and increase the effectiveness of both
organizations’ marketing activities and positively impact the state’s tourism economy.
The grant funds are used for advertising, publicizing, promoting events or conducting research to
attract visitors. Marketing efforts for the Tourism Marketing Support Program include promoting
our natural scenic beauty, outdoor recreation, cultural attractions, online digital marketing
campaigns, promotion of Washington’s growing wine and craft brewery industry, and networking
with tour operators and travel media.
COMMISSION AGENDA – Action Item No. 8i Page 2 of 7
Meeting Date: January 25, 2022
Template revised June 27, 2019 (Diversity in Contracting).
Since the program’s inception over $1,650,000 in tourism marketing investments have been
made to market Washington State destinations and Port travel gateways.
As part of the Port’s efforts to address equity, diversity and inclusion, Tourism Development will
earmark $50,000 specifically for BIPOC travel audience, organizations, attractions, and events for
the 2022 program.
Marketing, promotion, and outreach plans include:
• Communicating to a data base of over 270 different organizations via email. The data
base includes a roster of over 130 cities, chambers, and destination organizations, 24
cultural and ethnic attractions, 17 outdoor recreational organizations and 35 tribal
contacts.
• Prominent positioning of the grant program application process information, together
with video testimonials from previous recipients, will be available on the Tourism
Development section of the Port’s external website.
• Conducting a virtual Information Session on February 4, 2022. The session is open to all
registered attendees.
• Speaking at various organization meetings such as the Washington Tourism Alliance, one-
on-one meetings with destination marketing organizations, chambers, city officials, and
nonprofit organizations.
• Direct contact via phone and email. 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.
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. Within the last six years of
the program 243 applications have been received and 131 projects were awarded, netting over
$1,650,000 in additional marketing promotional efforts for Washington tourism. The matching
funds program promotes use of Port facilities and tourism growth throughout the state.
In 2021, $200,000 was authorized for the program. Staff reviewed the applications, and 23
recipients were awarded in 2021. Due to COVID impacts, two awarded organizations cancelled
and some of the remaining organizations adjusted the elements of their projects and modified
timing of the marketing to better coincide with consumer interest and decisions to travel.
Whether canceling or modifying their programs, due to COVID impacts, all the awarded
organizations have expressed their sincere appreciation during this challenging time.
The tourism grant projects that were implemented focused on impacting travelers via online
media efforts, development of videos and in some cases, collateral production. Digital media
activities encompass a variety of online marketing efforts that include establishing a visitor
focused travel website, targeted banner website or social media advertising, development of a
COMMISSION AGENDA – Action Item No. 8i Page 3 of 7
Meeting Date: January 25, 2022
Template revised June 27, 2019 (Diversity in Contracting).
mobile user site or app, or creating a unique traveler landing page. The results or benefits include
generating additional travel awareness, interest and positively impacting Washington State
economic development and tourism.
2021 Awarded Recipients
Organization Name
POS
Awarded
Amount
Summary of Proposed Project
Kittitas County Chamber
of Commerce
$6,000
County-wide social media marketing, targeting out-of-state
markets, focusing on diversity and recreation.
Alliance for Pioneer
Square
$7,500
Creating a destination marketing piece (map & guide) for
online and for visitors at SEA Airport
Forks Chamber of
Commerce
$10,000
Social media marketing for destination outdoor activities,
Quileute Tribe and Makah Tribe attractions, and festival
event
MOHAI $10,000
Digital marketing campaign including advertising to AR, CA,
CO target markets and social media marketing efforts
Seattle Architectural
Foundation
$10,000
Online advertising campaign, including website redesign,
social media, and banner ads. Target markets: NY, San
Francisco, Chicago.
San Juan Islands Visitors
Bureau
$10,000
Film production for media broadcast. Spanish speaking
version included. Emphasis on environmental stewardship,
activities, Native American heritage
City of Renton $10,000
Digital marketing and social media campaign. Graphics and
website refresh will highlight minority-owned businesses,
sample travel itineraries, and more. Target markets: TX, CA
COMMISSION AGENDA – Action Item No. 8i Page 4 of 7
Meeting Date: January 25, 2022
Template revised June 27, 2019 (Diversity in Contracting).
Visit Walla Walla $10,000
Social media marketing campaign, including three media
influencers from CA, TX, MO. Focus on BIPOC travelers.
Skamania County
Chamber of Commerce
$5,332
Create multi-day itineraries to include in the "Experience
Skamania" visitor guide, focused on adventure/nature
tourism and cruising from POS cruise terminals, for online,
hotels, and mailed distribution
Tacoma Regional
Convention & Visitor
Bureau
$10,000
Eco-adventure itinerary marketing campaign to out-of-
state audiences, social media influencer marketing, and
geo-location digital marketing.
Global to Local $10,000
Develop website, social media campaign focused on BIPOC
"foodie" community, targeting out-of-state markets in CA
and TX.
Ballard Alliance $10,000
Media familiarization and social media target marketing
campaign. Focus on inclusion of diverse cultural
experiences
City of Westport $10,000
Marketing advertising and social media campaign, target
out-of-state fishers from CO, MT, WY
Visit Bainbridge Island $10,000
Marketing strategy includes print and digital advertising,
social media, and website integration updates for target
out-of-state promotional efforts
Savor Central Washington $8,600
Strategic social media, online and print advertising
campaign, targeting several CA markets.
Jefferson County Chamber
of Commerce
$8,000
Target markets: NY, AR, CA, IL, FL for online and social
media marketing campaign, including video production,
advertising, and new website landing page
COMMISSION AGENDA – Action Item No. 8i Page 5 of 7
Meeting Date: January 25, 2022
Template revised June 27, 2019 (Diversity in Contracting).
Mt. Adams Chamber of
Commerce
$10,000
Website development and online media campaign, focused
on promotion of "foodie" loop extension through WA wine
country, support to native-owned businesses and
highlighting sustainable outdoor recreation. Market
targets: CO, NM, CA, TX
Cascade Loop Association $10,000
Develop a visual asset library for social media marketing
and promotional efforts, targeting key air traffic markets
Coupeville Chamber of
Commerce
$10,000
Create online and print marketing, digital and social media
campaigns, create website videos and itineraries for out-
of-state travelers. Target markets: CO, AR, CA
City of North Bend $10,000
Online advertising and social media marketing campaign,
highlighting adventure outdoor recreation, art, and
culture.
Acoustic Sound
Wintergrass
$8,000
Strategic online, print, radio, TV, and social media
marketing advertising for event promotion to target
audiences from CA, TN, and other out-of-state cities. Focus
on BIPOC outreach and inclusion
Schedule
Proposed Implementation Timeline
• January 26, 2022: Launch Tourism Marketing Support Program application process and
announce program via CPO’s Vendor Connect, Tourism’s website and email
communications
• January 26, 2022 – February 23, 2022: Continue outreach marketing and promotional
communication efforts to obtain applicants
• February 4, 2022 and February 10, 2022: Information Sessions for registered potential
applicants
• February 23, 2022: Deadline for application submittals
• March 14, 2022: Review Committee identifies awardees
• March 14-15, 2022: Staff notifies 2022 recipients and non-recipients
COMMISSION AGENDA – Action Item No. 8i Page 6 of 7
Meeting Date: January 25, 2022
Template revised June 27, 2019 (Diversity in Contracting).
• March 14, 2022 – April 2022: Work with CPO to execute 2022 awarded agreements
• April/May 2022 – December 31, 2022: Recipients implement and report on contract
scope of work and metrics
ALTERNATIVES AND IMPLICATIONS CONSIDERED
Alternative 1 – Do not provide the Tourism Marketing Support Program for 2022.
Cost Implications: $0.
Pros:
(1) Reduces specific budget request by $200,000 for 2022.
Cons:
(1) Elimination of the program would impact small tourism organizations and industry
partners whose marketing and promotion budgets have been dramatically impacted as
a result of the Covid-19 pandemic.
(2) Because the TMSP program focus is to increase air traffic through SEA International
Airport as a primary gateway for all of Washington state, the cancellation of the
program will negatively affect leisure travel during the important industry recovery of
tourism in 2022 and beyond.
This is not the recommended alternative.
Alternative 2 – Offer the TMSP Program for 2022
Cost Implications: $200,000
Pros:
(1) The TMSP program assists and demonstrates the Port of Seattle’s intention to work with
a diverse range of organizations and industry partners.
(2) Because the TMSP program requires a two-to-one matching contribution, the $200,000
positively impacts tourism and visitor marketing throughout Washington State with a
minimum of $300,000 in total marketing promotional efforts. In previous years the
actual match fund levels exceeded the two-to-one match requirement.
(3) This program will positively affect leisure travel by increasing non-resident visitor
arrivals via SEA International Airport.
Cons:
(1) Timing due to COVID impacts on travel.
This is the recommended alternative.
ATTACHMENTS TO THIS REQUEST
(1) Presentation Slides
COMMISSION AGENDA – Action Item No. 8i Page 7 of 7
Meeting Date: January 25, 2022
Template revised June 27, 2019 (Diversity in Contracting).
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS
December 15, 2020 - Commission approved authorization for the 2021 Tourism Marketing
grant Program and authority for the Executive Director to approve execution for all
related contract agreements.
December 10, 2019 - Commission approved authorization for the 2020 Tourism Marketing
grant Program and authority for the Executive Director to approve execution for all
related contract agreements.
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.
