Template revised January 10, 2019.
COMMISSION
AGENDA MEMORANDUM
Item No.
8h
ACTION ITEM
Date of Meeting
January 24, 2023
DATE: 1/6/2022
TO: Stephen P. Metruck, Executive Director
FROM: Dave McFadden, Managing Director, Economic Development Division
Nick Leonti, Director of Tourism Development
SUBJECT: 2023 Tourism Marketing Support Program (TMSP)
Amount of this request:
$200,000
Total estimated project cost:
$200,000
ACTION REQUESTED:
Request Commission authorization of the 2023 Tourism marketing grant program (TMSP) and
authority for the Executive Director to approve execution for all related contract agreements for
the 2023 selected Tourism Marketing Support Program recipients in an amount not to exceed
$200,000.
EXECUTIVE SUMMARY
The 2023 Tourism Marketing Support Program will be in its eighth 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 2023, $200,000 has been allotted
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.
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.
Applications are reviewed by committee and given a score out of 100pts. All proposed projects
will be evaluated for how they address equitable, sustainable and responsible tourism. As part of
COMMISSION AGENDA – Action Item No. 8h Page 2 of 7
Meeting Date: January 24, 2023
Template revised June 27, 2019 (Diversity in Contracting).
the Port’s efforts to address equity, diversity and inclusion, adjustments to the scoring system
have put even more emphasis - 25% of the total score (up from 15%) - for EDI and responsible
tourism projects. Projects that make overcrowding, environment, and inclusivity a priority will be
scored higher than those that do not.
Since the program’s inception over $1,960,000 in tourism marketing investments have been
made to market Washington State destinations and Port travel gateways.
Marketing, promotion, and outreach plans include:
• Communicating to an ever-growing 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 two virtual Information Sessions which is open to all registered attendees.
• Speaking at various organization meetings, 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 partner
grant program with local destination marketing organizations.
In 2022, the Port and its partners invested over $310,000 in grant-funded projects across
Washington State. The Port made 25 grant awards for a total of approximately $183,000 and
local organizations provided over $127,000 of match funding to support the 2022 program.
These programs included digital marketing, social media, familiarization tours, media hosting,
travel trade sales activity and more. Grants enabled participants to embrace destination
stewardship and responsible travel, showcase cultural resources, focus on DEI, reach new
audiences and keep their destinations/attractions top-of-mind for potential visitors.
Within the last seven years of the program 268 applications have been received and 156 projects
were awarded, netting over $1,960,000 in additional marketing promotional efforts for
Washington tourism. The matching funds program promotes use of Port facilities and tourism
growth throughout the state.
COMMISSION AGENDA – Action Item No. 8h Page 3 of 7
Meeting Date: January 24, 2023
Template revised June 27, 2019 (Diversity in Contracting).
The results or benefits include generating additional travel awareness, interest and positively
impacting Washington State economic development and tourism.
2022 Awarded Recipients
Organization Name
Port of Seattle
Awarded Amount
Summary of Proposed Project
SnoValley Chamber of
Commerce
$10,000
Collaboratively create an outdoor recreational tourism guide, host media
familiarization tours for social media advertising campaign.
Visit Kitsap
$5,000
Create and market new tour itinerary for the Native American Heritage
Program in collaboration with American Cruise Lines. Media familiarization
tour included.
Ballard Alliance / Visit
Ballard
$5,000
Marketing campaign showcasing videos targeted to direct flight markets in
CA and NV.
Burke Museum
Association
$10,000
Digital, print, and broadcast advertising to target markets in CA, CO, NY
and
ad campaign geotargeting out-of-state visitors highlighting PNW Native
culture exhibits.
City of Renton
$10,000
Create an advertising marketing campaign using geolocation technology,
highlighting multi-cultural events, global cuisine, outdoor adventurers, and
proximity to SEA Airport.
Visit Bainbridge Island
$10,000
Create audio tour companion to Japanese American Exclusion Memorial
and host media familiarization tours for social media advertising to out-of-
state visitor markets.
African Chamber of
Commerce of the Pacific
Northwest
$9,000
Create a strategic social media and online advertising marketing campaign
for visitor markets in Africa. Revise website to promote cross-cultural
learning, awareness of tourism events and activities in WA State.
National Nordic
Museum
$8,000
Print article and social media campaign, CA target markets, for Julefest,
Nordic holiday celebration in collaboration with Icelandair and Reykjavik
Sister City.
Visit Tri-Cities
$5,000
Professional photographer to accompany diverse out-of-state social
influencers on media familiarization tour to promote destination's wine
country and outdoor recreation activities.
COMMISSION AGENDA – Action Item No. 8h Page 4 of 7
Meeting Date: January 24, 2023
Template revised June 27, 2019 (Diversity in Contracting).
Seattle Architectural
Foundation
$7,000
Targeted social media advertising campaign to increase the number of out-
of-state visitors, showcasing local architecture highlights and walking tours.
Seattle Good Business
Network
$10,000
Create a print and social media advertising marketing campaign and
mobile
responsive website highlighting Seattle's independent manufacturing
culture and community to out-of-state visitors.
Washington State
Geocaching Association
$4,000
Refresh website, print and social media marketing of GeoTour, promotion
collaboration with four cities, geocaching businesses.
Harbor WildWatch
$6,000
Produce/publish 40 videos targeting out-of-state visitors, social media
advertising campaign highlighting amazing wildlife and unique eco-tourism
experiences.
City of Kirkland
$10,000
Create a digital video advertising campaign to targeted visitor markets
from
CA. Focus on destination's nature, adventure, and outdoor activities
Snohomish County
$5,000
To attract outdoor out-of-state enthusiasts, social media advertising
campaign includes video, photos, and featured story of family-owned small
business in Index to promote responsible adventure experiences.
Visit Walla Walla
$10,000
To reach a wider visitor audience to this wine country, social media
marketing campaign will include three videos, still photography - focused
on trail running, cycling, skiing and snowboarding - targeting San Francisco
and Chicago visitor markets.
Skagit Tourism Bureau
$10,000
As a new destination marketing organization (DMO), attending identified
premier travel trade shows will establish professional and media
partnerships - domestic and international. In addition, will host media
familiarization tour.
Coulee City Chamber of
Commerce
$10,000
Develop a "Tales of Adventure" trip and travel guide publication for print
and online social media marketing campaign, including created high quality
aerial drone footage video.
Mountains to Sound
Greenway Trust
$8,000
Develop core messaging highlighting outdoor recreation, stewardship and
responsible visitation. Launch landing page and social media advertising
campaign to increase out-of-state visitors.
City of Westport
$7,000
To inspire adventure travelers and nature lovers from NV, AR, CA, social
media advertising campaign messaging highlights world-class fishing,
surfing, beaches, responsible tourism.
Cascade Bicycle Club
$7,000
Host media familiarization tour for bike influencer and filmmaker,
advertising in newsletters and social media campaign targeting adventure
seekers from CO and Southern CA.
COMMISSION AGENDA – Action Item No. 8h Page 5 of 7
Meeting Date: January 24, 2023
Template revised June 27, 2019 (Diversity in Contracting).
San Juan Islands Visitors
Bureau
$10,000
Host social media familiarization tours, whose out-of-
state target audience
promotion includes visitors of color, ecotourism, adventure and
sustainable
tourism.
Northwest Agriculture
Business Center
$9,000
Marketing campaign includes creating video, photography, conducting
media webinar, social media advertising, hosting two media influencer
familiarization tours, targeting fly-in visitor markets.
Centrum
$8,000
Social media and print advertising campaign for two summer music
festivals - San Francisco target market.
Washington
Independent Inns
Network
$7,000
Digital ad marketing campaign, targeting direct flight cities, promoting
increased out-of-state visitation to destinations statewide.
Schedule
Proposed Implementation Timeline
• Jan. 25, 2023 - Launch application process
• Feb. 23, 2023 - Applications due:
• Feb. 2 & Feb. 9, 2023 - Information sessions.
• March 9, 2023 - Review Selection Committee mtg.
• March 10 – Notification to recipients and non-recipients
• March – April 2023: Work with CPO to execute 2023 awarded agreements
• April-Dec. 2023 – Projects executed
• December 31, 2023: Final reports due
ALTERNATIVES AND IMPLICATIONS CONSIDERED
Alternative 1 – Do not provide the Tourism Marketing Support Program for 2023.
Cost Implications: $0.
Pros:
(1) Reduces specific budget request by $200,000 for 2023.
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
COMMISSION AGENDA – Action Item No. 8h Page 6 of 7
Meeting Date: January 24, 2023
Template revised June 27, 2019 (Diversity in Contracting).
program will negatively affect leisure travel during the important industry recovery of
tourism in 2023 and beyond.
This is not the recommended alternative.
Alternative 2 – Offer the TMSP Program for 2023
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.
This is the recommended alternative.
ATTACHMENTS TO THIS REQUEST
(1) Presentation Slides
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS
January 25, 2022 - Commission approved authorization for the 2022 Tourism Marketing grant
Program and authority for the Executive Director to approve execution for all related
contract agreements.
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.
COMMISSION AGENDA – Action Item No. 8h Page 7 of 7
Meeting Date: January 24, 2023
Template revised June 27, 2019 (Diversity in Contracting).
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.
