PED 2020-04-20 Item 1A - COVID-19 - Lodging Tax Funding Application: Back to Business Campaign from City of Tukwila

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INFORMATIONAL MEMO Page 2 Tukwila relies on visitors to the City for a significant amount of its operating revenue. Prior to the pandemic it was estimated that 150,000 people visited the City everyday to work, play, stay, shop, and dine. As a result of the pandemic all entertainment businesses are closed, Westfield Southcenter has shut its doors, and restaurants can only offer takeout/delivery. Economic Development staff has been looking for ways to support consumer facing businesses during the pandemic and to help them quickly recovery once the Stay Home Order is lifted. The first campaign was the "Great Tukwila Carryout," which promoted restaurants in the City that were offering takeout/delivery. The next campaign is more ambitious, and staff hopes that it helps the City consumer facing businesses that are not operating. The "Back to Business (working name only)" will promote the purchase of deals and gift card by consumer of closed businesses. The idea to help inspire people that this to will past and to help generate cash flow for closed businesses. The campaign will work as follows: • Consumer facing businesses are asked to provide a deal, something that people can purchase now. It is free for Tukwila businesses to participate. Because it would increase the reach of the campaign, non -Tukwila businesses in King County could also participate. Staff is still working on how this work. Ideally other cities will come on as sponsors for the campaign. • A campaign will be developed with its own brand, consistent with the overall Tukwila brand. • A microsite, with a domain name consistent with the brand, will be set up to promote the deals. The actual transaction will occur on the businesses' website, not the City's. Our goal is to have 12,500 unique visitors to the webpage within one month. • Social media channels will be set up to promote the campaign. Our goal is to have 8,500 followers within one month. • Public relations campaign to generate earned media. • While it's free for Tukwila businesses to participate, the businesses will be asked to promote the campaign through their digital channels. The following are the immediate goals of the campaign: • Help to drive businesses to Tukwila hotels, restaurants, and entertainment establishments. Help with the overall rebound of the Tukwila tourism economy once the Stay Home Order is lifted. • Improve the overall brand perception of Tukwila in the overall Puget Sound region. • Establish Tukwila as a leader in the hospitality industry recovery. • Build relationships with businesses in Tukwila and businesses outside of Tukwila. Businesses outside of Tukwila may eventually be interested in opening additional locations in the City. This campaign will also have long term benefits to the City: 1. It will allow the City to develop social media channels that can be transitioned to promoting the Tukwila tourism brand once the pandemic has ended. 2. It will help to reinforce Tukwila as a tourism designation in the Greater Seattle area. 2