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HomeMy WebLinkAboutCOW 2015-11-23 Item 4C - Powerpoint Presentation - 2016 Lodging Tax Funding OpportunitiesCOUNCIL AGENDA SYNOPSIS Meet. ttg Date Prepared by 11/23/15 BM ayor's rev 'e Council I review ITEM INFORMATION ITEM No. 99 STAFF SPONSOR: BRANDON MILES ORIGINAL AGENDA DATE: 11/23/15 AGENDA ITEm TITLE 2016 Lodging Tax Funding Opportunities 11/23/15 Motion Ai ig Date [i Resolution At/s Dale Ordinance AN Date IIIJ Bid _zilvard Ai, Dale Public 1-lean'ng Aft DaI Other M IA Date CA'11GORY a. Disaithon Akg Date SPONSOR Council Mayor Li I-1R 0 DCD Finance L ITirc IT El P&R Poic NV SPONSOR'S The creation of the Tourist Promotion Area, and the funding associated with it, frees up SUMMARY the City's lodging tax funds for other potential uses. Staff has been working with various Tukwila businesses on the creation of the Southcenter Marketing Partnership, with a goal of attracting more day tourists to visit the City. The purpose of the briefing is to introduce several of the possible campaigns that could be used to bring more people to the City. No decisions are needed at this time. REVIEWED BY 0 COW Mtg. El CA&P Cline 0 F&S Cmte Li Transportation Cmte Utilities Cmte LI Arts Comm. El Parks Comm. 0 Planning Comm. DALE: N/A COMMITTEE CHAIR: N/A RECOMMENDATIONS: SPoNsoR/ADmIN. COMMITTEE Mayor's Office Economic Development N/A COST IMPACT / FUND SOURCE EXPENDITURE REQUIRED AMOUNT BUDGETED APPROPRIATION REQUIRED $N/A $N/A $N/A Fund Source: LODGING TAX, 101 FUND Comments: No expenditure request at this time. MTG. DATE RECORD OF COUNCIL ACTION 11/23/15 MTG, DATE ATTACHMENTS 11/23/15 Informational Memorandum dated 11/17115, with attachment 99 TO: City of Tukwila Jrm Haggerton, Mayor INFORMATIONAL MEMORANDUM Mayor Haggerton Committee of the Whole FROM Brandon J. Miles, Economic Development Liaison DATE: November 17, 2015 SUBJECT 2016 Lodging Tax Funding Opportunities ISSUE A briefing on 2016 Lodging Tax Funding Opportunities. No decisions are required at this time BACKGROUND The City collects a 1% lodging tax on certain qualifying overnight stays in paid accommodations (hotels/motels) in the City. State law limits the use of these funds to tourist promotion. A tourist can be an overnight guests or a day visitor. The adopted 2015/2016 budget estimates that the City will receive approximately $630,000 in lodging tax funds in 2016. Several years ago, the Legislature amended the applicable RCWs regarding the approval process for use of lodging tax. The City's Lodging Tax Advisory Committee must review any request, even by the City, to use lodging tax funds. The Committee then forwards a recommendation to the City Council for its review and consideration. The City Council can accept or reject the recommendations of the Committee; however, the City Council cannot adjust the individual amounts recommended by the Committee. Furthermore, the City Council could not fund an activity that the Committee recommended not be funded. Typically, a majority of the City's lodging tax funds have been used to support staff and activities at Seattle Southside Visitor Services (SSVS). Through interlocal agreements, SSVS provides regional marketing for the cities of Tukwila, SeaTac, and Des Moines'. SSVS is a City division within the Office of Economic Development and currently has an annual budget of over $1.4 million, with funding provided by the cities of Tukwila, SeaTac, and Des Moines. Last year the cities of Tukwila, SeaTac, and Des Moines approved an agreement and formed a tourism promotion area (TPA) that encompasses the geographical boundaries of the three cities. The TPA formation allowed for an additional fee to be charged of $2 per night per room in hotels with at least 90 rooms. The SSRTA estimates that the TPA special lodging charge will generate just over $3.57 million in revenue in 2016. Per the TPA formation agreement, the TPA funds will be administered by a newly created public development authority2 called the Seattle Southside Regional Tourism Authority ( SSRTA). Most of the functions of SSVS, as a City division will transfer to SSRTA. Tukwila has provided notice to the cities of SeaTac and Des Moines of its intention to cease operation of SSVS effective December 31, 2015. On January 1, 2016 SSRTA will be the lead in marketing Tukwila to potential overnight guests. The City of Kent had also been part of SSVS, but has since withdrawn. 2 The Public Development Authority was charted by the City of SeaTac. 101 INFORMATIONAL MEMO Page 2 DISCUSSION The creation of the TPA, and the funding associated with it, frees up the City's lodging tax funds for other potential uses. Next year, per the TPA formation agreement, the City has agreed to consider providing $337,500 in lodging tax funds to SSRTA3. The lodging tax funds, plus the TPA fee, and lodging tax funds from the cities of SeaTac and Des Moines will provide just over $4.66 million in funds to be used by SSRTA to attract overnight visitors. Besides SSRTA, the City will likely be asked to provide funding to the Museum of Flight and Starfire Sports. Table 1 below outlines revenue, potential funding, and remaining funds in 2016. Table 1: Revenue and Expenditure of Lodging Tax Funds in 2016 Estimated Revenue: $630,000 SSRTA Allocation ($337,500) ($35,000) Museum of Flight Starfire Sorts $25,000 Unallocated Revenue: $232,5004 The intent of tonight's special presentation is to discuss staff concept for use of the remaining funds in 2016. Because the new SSRTA, operating as Seattle Southside, will primarily focus on attracting overnight visitors, city staff has begun forming the Southcenter Marketing Partnership (SMP) to focus on "day visitors." The primary purpose is to increase sales revenue for Tukwila's retail, restaurant, and entertainment organizations while increasing tax revenue and improving the City's overall image. The reason for this focus is because, unlike the City of SeaTac, the City of Tukwila is less dependent on overnight visitors for tax revenue. Most spending at area restaurants, retailers, and clothing stores occurs from day visitors. A "day visitor " is someone able to drive to the Tukwila- Southcenter area within one hour. This could be people who live, work, or are traveling in the area. Over the last three months Economic Development staff has met with over a dozen businesses, including Westfield Southcenter, Starfire Sports, Seattle Sounders FC, Odin Brewery, and Museum of Flight, to discuss potential strategies to 1) bring more day visitors to the City and 2) to encourage those already here to stay longer and spend more money. Attached with this memo is a document entitled, "Southcenter Marketing Partnership: Strategy Review ". The memo outlines six potential marketing strategies that staff identified after meeting with various stakeholders. Staff proposes that the first year of the Partnership be about building a shared mission, vision, and plan with the SMP businesses, creating a website, logo and social medial presence, implementing at least one of the marketing campaigns, and sponsorship of several events to bring people to the area. The funding must be reviewed by the City's Lodging Tax Advisory Committee and approved by the City Council. 4 Special note: These funds do not include the ending fund balance for 2015, which is estimated in the adopted 2015/2016 Budget to be just over $389,000. W:12015 Info Mernos\LTAC.doc 102 INFORMATIONAL MEMO Page 3 Table 2: Proposed Marketing Cam DaiQns # Marketing Strategy Goal Notes Family Fun in Tukwila - Southcenter increase revenue at family oriented activities (Family Fun Center, I -Fly, Starfire, and Museum of Flight), restaurants and family oriented retailers. Promotion of the various family oriented activities in the Tukwila - Southcenter area 2. Day Meeting, Team Building, and Day Conference Focus ' Increase rental revenue at area hotels and catering revenue. Look for ways to connect with consumers to bring them back to Tukwila - Southcenter. As travel times to Seattle and Bellevue increase from south King County there is an opportunity to promote Tukwila - Southcenter as a convenient option for day meetings. 3. Great Dining in Tukwila - Southcenter Increase revenue at Tukwila - Southcenter restaurants. Tukwila - Southcenter has one of the highest concentrations of restaurants. It offers easy and convenient dining options. 4. Sport and Event Fans Increase revenue at Tukwila - Southcenter restaurants and retailers focused on sports fans. Many Seahawk, Sounder, Mariner, Husky, Storm and concert goers past through Tukwila - Southcenter on their way to games /events in Seattle. Yet, often times our businesses do not see fans pre and post event_ 5. Airport Related Patrons Increase revenue at Tukwila - Southcenter restaurants, retailers, and activity centers on people on their way to and from SeaTac Airport and those with long layovers. This year SeaTac is estimated to have its busiest year ever, with 45 million passengers passing through the Airport. August of 2015 was the busiest month on record with 4.4 million passengers. Most of these passengers pass by Tukwila - Southcenter to and from the Airport. 6. Furnishing Stores Increase revenue at Tukwila- Southcenter furniture and furnishing stores. Tukwila - Southcenter has one of the largest concentrations of furniture and furnishing stores in the State, which presents a great opportunity for consumers to comparison shop. W 12015 Info MemosLTAC.dac 103 INFORMATIONAL MEMO Page 4 Table 3: 2016 Potential Marketing Efforts Item Marketing Campaign Focus Note Website /Brand Development All This will be a separate website from the City's website and will have less of a government feel. It will also promote restaurants and activities in the area. The cost includes photography. This cost will be drastically lower in year 2 Focus is on people living in Seattle, south of Bellevue along 405, Tacoma, and people staying at hotels throughout the Seattle Metro area. Print and digital ads in Puget Sound focused consumer magazines and social media for example Seattle Met, Seattle Mag, Visit Seattle, Visit Bellevue, and 405. 2, 4, 5, and 6. Print and digital ads in business focused publications and social media 2 and 3. Goal is to communicate with businesses and business travelers. Print and digital ads with the Reporter Newspapers and adjacent city magazines. 1, 3 and 6. Focus is on consumers in neighboring communities. Creation of day visitor guide. 2. Cost could be spread out over multiple years. Once created it could be used for a few years. Sponsorship of Seattle Restaurant Week and Dine Around Seattle. 3. These are regional marketing efforts we can tie into. General Sponsorships and Engagement Agreements (Sounders, Seahawks, Mariners, Storm, WIAA, and college sports teams. 1, 3, and 4. Bringing events to Tukwila- Southcenter and having access to joint media. W:I2J15 Info Memos \LTAC doc 104 INFORMATIONAL MEMO Page 5 No decisions need to be made tonight regarding what campaigns will be funded and the total allocation of funds. The purpose of tonight's discussion is to introduce the Southcenter Marketing Partnership and present the available opportunities for marketing to day visitors. The following outlines staff proposed process for lodging tax funding for 2016: • November 23, 2015: Initial briefing to the City Council. Discussion only, no decisions needed; • December, 2015: Initial briefing to the Lodging Tax Advisory Committee. Briefing provided on third party use of funds (Museum of Flight, Starfire, SSRTA, no decisions needed; • January, 2016: Lodging Tax Advisory Committee reviews City's application for use of LTAC funds.) Other applications by third parties will also be reviewed at this time. • February, 2016: Council Committee Review of applications to use of lodging tax funds, including funds to be used by the City. • February, 2016: Committee of the Whole review of applications to use lodging tax funds, including City funds to be used by the City. • February /March 2016: Formal approval of applications for use of lodging tax funds. FINANCIAL IMPACT City staff is proposing that all lodging tax funds collected in 2016 be spent during the year. This will result in a total expenditure of approximately $630,000. At this time, staff is not proposing to utilize any of the ending fund balance in 2015, estimated at just over $389,000. The following table breakdown total lodging tax funding and total funding for overnight and day tourists: RECOMMENDATION Information only. ATTACHMENTS Southcenter Marketing Partnership Strategy Review 062015 info Memos\LTAC.doe 105 Overnight Tourists Day Tourists Organization Responsible SSRTA City of Tukwila Available TPA Funds $3,574,356 N/A City of Tukwila Lodging Tax Funds $337,500 $232,500 City of SeaTac Lodging Tax Funds $715,000 N/A City of Des Moines Lodging Tax Funds $20,000 N/A Other Revenue $20,000 N/A Total: $4,666,856 $232,500 RECOMMENDATION Information only. ATTACHMENTS Southcenter Marketing Partnership Strategy Review 062015 info Memos\LTAC.doe 105 06 Draft: November 3, 2015 Southcenter Marketing Partnership Strategy Review Introduction Next year, the City of Tukwila, working with Tukwila- Southcenterl area restaurants, hotels, retailers, entertainment businesses, and property owners, will launch the Southcenter Marketing Partnership ( "Partnership "). The primary goal of the Partnership is simple, to increase revenue at Tukwila - Southcenter area businesses through a coordinated marketing program for the area. A secondary goal of the Partnership is to improve the perception and image of Tukwila - Southcenter in the region. "Marketing" will involve a combination of efforts, such as ad buys, event promotion, product development, and targeted customer engagement. Competitive Environment Tukwila - Southcenter is one of three regional entertainment districts in the area. The other two being downtown Seattle and downtown Bellevue. All three entertainment districts cater to consumers outside of their respective urban cores. Both downtown Seattle and downtown Bellevue have coordinated marketing campaigns targeted to day tourists in the Puget Sound region. Tukwila - Southcenter does not. Take for example the December 2014 edition of Seattle Met Magazine. In the magazine there is a large pullout ad called "Holidays in Seattle." The Holidays in Seattle campaign was sponsored by the Downtown Seattle Association, Metropolitan Improvement District (quasi - public agency), Seattle Center (part of the City of Seattle), and Visit Seattle. The events and activities included in the pullout are clearly directed at day tourists. In that same edition of Seattle Met Magazine is an ad placed by the Bellevue Collection. The Bellevue Collection includes Bellevue Square, Bellevue Place, and Lincoln Square. These properties are all owned by Kemper Development. Kemper Development also sponsors and organizes events to bring people to downtown Bellevue. University Village, another competitor to the Tukwila - Southcenter area, is also aggressively positioning itself as an activities and events center in addition to shopping. Other competitors in the area include Renton Landing and Kent Station. Possible Strategies Over the last year Economic Development staff has met with over two dozen Tukwila - Southcenter area hotels, restaurants, property owners, and retailers to explore possible strategies to drive more day tourists to the Tukwila - Southcenter area. These strategies are provided for discussion and brainstorming only. The strategies are in no particular order and financial and logistical issues will limit the number of these strategies implemented in the first year. ' The "Tukwila - Southcenter" name is a placeholder for now. Working with our stakeholders we will determine the most appropriate name for the area commonly referred to as "Southcenter." 1 107 Draft: November 3, 2015 The next step will be to convene a small workgroup of Tukwila - Southcenter area retailers, hoteliers, and other stakeholders to discuss the campaigns listed below, brainstorm other possible campaigns, and gain a commitment to move forward in 2016 with the Southcenter Marketing Partnership. The recommendations of the workgroup will be presented to the Lodging Tax Advisory Committee for final review. Possible Campaigns: 1. Family Fun in Tukwila - Southcenter 2. Day Meeting, Team Building, and Day Conference Focus 3. Great Dining in Tukwila - Southcenter 4. Sport and Event Fan Campaign 5. Airport Related Patrons 6. Furnishing Stores 108 Draft: November 3, 2015 Campaign #1, Family Fun in Southcenter Overview Promote Tukwila - Southcenter as a safe, value oriented destination for family friendly activities. Segmentation Multiethnic and multigenerational families, with household incomes not exceeding $150,000, located within a one hour drive time of Tukwila - Southcenter. Goals When • Increase sales at activity businesses such as Acme Bowl, Family Fun Center, iFly, Round 1 and movie theaters. • Increase sales at family friendly restaurants like Red Robin, Rain Forest Cafe, and Stanford's. • Increased sales at family focused retailers, such as Macy's, Nordstrom, JC Penny, Old Navy, Gap, etc. • Help brand Tukwila - Southcenter as the premier south end destination for family friendly fun. • Ongoing, with an emphasis in the spring and summer of 2016. Possible Campaign Slogans • Make a day of it. • Where the fun's at. • Family /Friendly /Fun • Next Door Adventures Media 1. Website 2. Facebook, including a paid Facebook campaign 3. Twitter 4. News stories (Seattle Times, Seattle Magazine, Seattle Met Magazine, broadcast, etc.). 5. Press Release 6. Ads buys in the Reporter newspapers, family- focused publications (Seattle Child, Red Tricycle and Parent Map) and the Seattle Times, Tacoma News Tribune, and The Olympian weekend section (these ads will focus on family friendly activities). Some of these publications also allow us to showcase free activities at no charge. 7. Sounders FC media presence. 8. Partners will promote on their social media and other channels 3 109 Draft: November 3, 2015 Tie Ins /Events /Third Party Events 1. Restaurants deals targeted at families, such as kids eat free. 2. Sounder player signing event. This would be a first team player. Donde Estas Osvoldo? 3. Contest 4. Package deals, such as the Tukwila Triple Threat currently available. Campaign #2, Day Meeting, Team Building and Day Conference Focus Overview Tukwila - Southcenter's location makes it an excellent location to host day conferences and conventions, especially for workforces that are spread around Tacoma, Seattle, and Bellevue. Notes • Over 120,000 people work within three miles of the Tukwila - Southcenter area. • 1 -5/1 -405 have on average 140,000 cars passing by daily. • Traffic congestion on 1 -5 and 1 -405 makes getting to Seattle and Bellevue difficult. • Tukwila - Southcenter has great access to transit and easy access to SeaTac Airport. • Traffic congestion to Seattle and Bellevue is only getting worse. Segmentation Businesses and groups within a 30 minute drive of Tukwila - Southcenter. Business and groups that are spread out, where Tukwila - Southcenter can be a central meeting place for all attendees. Goals When • Increase rental and catering revenue at Tukwila - Southcenter area hotels. • Increase the number of day conferences and conventions within the City. • Provide linkages to restaurants and other activities that attendees can do when they attend. • Identify ways to bring people back to Tukwila - Southcenter after their meeting or conference is complete. • Help brand Tukwila - Southcenter as convenient and affordable meeting place for businesses. • Discuss with hotels to identify timeframe. Possible Campaign Slogans • It's your "Seattle" meeting without the "Seattle" hassle. Media and Outreach 1. Website 2. News stories (Seattle Times, Seattle Magazine, Seattle Met Magazine, broadcast, etc.). 110 Draft: November 3, 2015 3. Press Release 4. Ads buys in business publications, such as Seattle Business, Daily Journal of Commerce, Puget Sound Business Journal, etc. 5. Outreach and build connections with event planners, businesses, area chambers of commerce. 6. Meeting planner guide, feature information on event spaces in the area (hotels), catering, etc. 7. Sponsorship of events in the area to build awareness about meeting space possibilities in the area. 8. Creation of a meeting planner publication, including hotels, caters, and other day meeting locations. Tie Ins /Events/Third Party Support 1. Have gift certificates and goodies for day meeting attendees. The goal is to encourage them to visit restaurants in the area. 5 111 Draft: November 3, 2015 Campaign #3, Great Dining in Tukwila - Southcenter Overview Promote Tukwila - Southcenter area restaurants, create buzz that Tukwila - Southcenter has great dining options. Notes • Dozens of restaurants are located within one square mile. • Many of the City's restaurants are family friendly and offer kid menus. Segmentation Goals When • The anti - foodie • Families and family dining. This would include our more mainstream restaurants. • Convenient place to meet friends or extended family • Increase revenue at area restaurants. • Increase brand awareness that Tukwila - Southcenter has great dining options • Ongoing (work with restaurants to understand downtimes for target promotion). Possible Campaign Slogans • Tukwila - Southcenter: Something for Everyone • Who knew! • What's for dinner? • Tukwila - Southcenter: Your Choice Media and Outreach 1. Website 2. News stories (Seattle Times, Seattle Magazine, Seattle Met Magazine, broadcast, etc.). 3. Facebook and paid Facebook campaigns. 4. Twitter 5. Ad buys, both print and digital, Seattle Mag, Seattle Met, the Reporter publications, and adjacent city custom publications. 6. Creation of a day visitor guide. 7. Inclusion of restaurants in Sounders around Southcenter promos. 8. Sports and Event media (Sounders, Seahawks, Mariners, Husky, concerts, etc) Tie Ins /Events /Third Party Events 1. Family Dining Guide, included in the visitor guide. 2. Contest 3. Dine with your favorite Sounder 112 6 Draft: November 3, 2015 4. Seattle Restaurant Week (only Stanford's participates now). 5. Enhanced Motorist Information Signs along freeways. Campaign #4, Sport and Event Fan Campaign Overview Promote Tukwila - Southcenter as the place to be before and after games. Additionally, as a place to go to watch sports teams that are on the road. Notes • Consumers attending sporting events tend to have high household incomes and a high amount of disposable income. • Thousands of fans drive through Tukwila - Southcenter on their way to games and events in Seattle. • The City's heavy rail and light rail stations are utilized by fans going to games in Seattle, yet often they don't visit Tukwila - Southcenter's restaurants and /or retail establishments. • Tukwila - Southcenter area restaurants appear not to be utilized for game viewing. • Many sports teams offer attendees promotions to be club viewing establishments. • Last year nearly 35,000 people viewed S2 and Sounder (US Open) soccer games at Starfire Sports in Tukwila. • Starfire has one million attendees per year. Segmentation • Sports fans traveling through the City (Seahawks, Sounders, Mariners, Huskies, Rat City, etc) to attend events in Seattle. • Soccer fans going to Starfire Sports. • Local fans needing fun places to view games, both home and away. • Concert goers. • Away fans Goals • Increase revenue at area restaurants. • Increase revenue at stores that sell team apparel (Sports Authority, Nordstrom, Macy's Seattle Team Store, etc). • Increase brand awareness that Tukwila - Southcenter is a great place to go before and after events. When • During specific sport seasons. Possible Campaign Slogans • ? ? ?? 7 113 Draft: November 3, 2015 Media and Outreach 1. Website 2. News stories (Seattle Times, Seattle Magazine, Seattle Met Magazine, broadcast, etc.). 3. Facebook and paid Facebook campaigns. 4. Twitter 5. Ad buys, both print and digital, Seattle Mag, Seattle Met, the Reporter publications, and adjacent city custom publications. 6. Formal sponsorship relationship with professional sports teams: a. access their digital media; b. official viewing parties; and c. Ad placement in gameday programs, including programs for Portland Timber and Vancouver Whitecap games; 7. Banner ads inside of the light rail station on TIB. 8. Access to Starfire's media 9. Parking vouchers at Starfire Sports (encourage people to visit restaurants for discounts) 10. Establish relationships with away team fan bases (both in their own cities and in the Puget Sound region). 11. Sponsorship relationship with WIAA and community colleges. Tie Ins /Events /Third Party Events 1. Collaborating with Starfire and the Sounders on a new scoreboard at the stadium. A scoreboard that would allow advertising to fans at games and increasing brand awareness. 2. Support of the S2 shuttle 3. Dine with your favorite Sounder 4. Support for day events in the area (these are not necessarily overnight activities), such as the 787 run. 8 114 Draft: November 3, 2015 Campaign #5, Airport Related Patrons Overview SeaTac Airport is the fastest growing airport in the country. Users of the airport pass through Tukwila - Southcenter on their way to the airport. These users include locals; tourists staying at our hotels; tourists staying in other areas of the region or state; and business travelers. Notes • In 2014, 37 million passengers went through SeaTac Airport. • Tens of thousands of people drive by Tukwila - Southcenter on their way to the Airport everyday. • SeaTac serves as the US hub for many Asian airlines. Passengers from the east coast of the United States often have 6 -10 hour delays before their connecting flights. • Tukwila - Southcenter area businesses are investing in tourist related facilities. • Conversations with some retailers indicate that some foreign travelers want to stock up with clothes and other merchandise before heading back to their home countries. Segmentation Goals When • Locals on their way to and from the airport. • Tourists staying in hotels in Seattle, Bellevue, and other cities; a stop on their way back to the Airport. • Business travelers staying in Seattle, Bellevue, and other cities; a stop on their way back to the Airport. • Travelers at SeaTac on day layovers at the Airport. • Increase revenue at retailers and restaurants. • Ongoing. Possible Campaign Slogans • Give yourself more time to get to the Airport. • Forget Anything? • Make us your last stop. • Stock up before you fly home. Media and Outreach 1. Website 2. News stories (Seattle Times, Seattle Magazine, Seattle Met Magazine, broadcast, etc.). 3. Facebook and paid Facebook campaigns. 9 115 Draft: November 3, 2015 4. Twitter 5. Ad buys, both print and digital, Seattle Mag and Seattle Met. a. Seattle Met is in 47 hotels, 13,175 rooms, and reaches 105,400 visitors in Seattle and the Eastside. 6. Ad buys in visit Bellevue and visit Seattle 7. Ads inside of SeaTac Airport 8. Airline publication (maybe overkill) 9. Alliances with airlines 10. Ad buys in taxis. Tie Ins /Events /Third Party 1. Explore operation of a shuttle from SeaTac Airport to Westfield Southcenter. 2. Enhance taxi service to and from Westfield Southcenter and SeaTac Airport. 3. UPS and Kinko Fed Ex (for when travelers need to ship their purchases back home) 116 10 Draft: November 3, 2015 Campaign #6, Furnishing Stores Overview Tukwila - Southcenter contains one of the largest concentrations of furniture and furnishing stores. Within a one mile area, there are over 30 furniture, appliance, and furnishing stores. Tukwila - Southcenter offer a great opportunity for consumers to easily move from store to store to comparison shop. Notes • Tukwila - Southcenter has one of the largest concentrations of furniture and furnishing stores in the region; Segmentation Goals When • Locals, both homeowners and renters, within one hour driving time of Tukwila - Southcenter. • Emphasis on new homeowners • Office furnishing purchasers • Increase revenue at furniture, appliance, and furnishing stores. • Ongoing Possible Campaign Slogans • Your home is waiting in Tukwila - Southcenter. • One name, 30 stores for your home. Media and Outreach 11. Website 12. News stories (Seattle Times, Seattle Magazine, Seattle Met Magazine, broadcast, etc.). 13. Facebook and paid Facebook campaigns. 14. Twitter 15. Ad buys, both print and digital, Seattle Mag and Seattle Met. 16. Ad buys in Chinese publications. 17. Ad buys in business focused publications (for office furniture) 11 117 Draft: November 3, 2015 Tie Ins /Events /Third Party 1. Work with the developers of Washington Place to have model rooms when they are leasing their units. Each model room would be sponsored by a home furniture store, with information provided on the furniture and where to buy it. 4. Hosting events and sponsorship of events. 5. Restaurants could offer deals to furniture shoppers. 12 118 an vs 3 u_ x fa 1— cn 0 f a� _ J •It u) 6 IA cm Q. NO •V LC') c ,--I D O 0 N U M -> N U b ca -0 • E a) = O 1— z -r3 L cn V co ca ro 4J c L 4) > 0 O -0 O ED ro 0 c0 O O .- , 0) (f) -0 t) O 0 . _c O c ,-1 . • • 2016 Estimated Revenue, $630,000 cu r'1 mi..) - - �'L n) • .0 c 0 03 -, L O ca 4 U 6 4) cn c > -0 167) sa) c a) = fo 4— [r U ,--I r Q) 00 � 4— '-I O 00 L C N � - O .0 4_, 4= L O O E � L • O O U L ce P O ..(1) L -0 > CL ca . • ro I- on c on 0 J -ID L 0) V co ca V) C = = ` O X V) ca O 0) a--' C 03 .— O 0.) 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L_ a) -1E' o 0 0 C Z .0 0 Southcenter CN (/) ci a) C 0 0 .0) o a) co 45 a) E Westfield Southcenter • • • • • • • • • • 4 on on 0 N. 4-) (f) 1_ O >% co 0 >% _c 2014 Taxable Retail Sales (Per DOR) 0 E- .O C6 - V) E 4- co O L CU Sales Source 0) 0 O E in 6) N- 69" $65.8 million Hotel /Motel x I- I- on c on -0 0 J N. 4.-) (f) 1_ O >% co 0 >% _c 2008/2009 Comparison, Taxable Retail Sales (Per DOR) Percent Change O O cy oo O N CO N I- \° o co LCD OL.r) 1 1 Cfl $150.8 million $152.1 million Restaurants $52.9 million $64.2 million Hotels /Motels U co 1— co a) co $109.6 million $117.8 million Restaurants $133.2 million $165.4 million Hotels /Motels X i- on c on O Q E co U c3) .6.) 4) 1_ co 5 4u _o Z5 (f) 0 cL 01 c • CO E (f) co v a) c o 1— ea -6-) LL 03 73 CL (V a) (0 c1 c1 > 4.) -, E -0 (1) LL CD C CC 4) E ca ,4_, 46, .- (1:3 L 0 E >> a) o eL fu fu L 0 •„ LLaOLn< • • • • • v) cu 0 tn.) 01 C IC C L LL • ro I- on c on 0 J • • 0 • co CP 0 a) 0. goo • c 3• a Ca O iv-11 ,r, Ili 11 INCLUDED: o. co a Q) o_ 6 • Ca.) • O 0 = 0 a ca © 1? `e a Q+ • 0 LL • 0 c D oE C▪ ll g °o cu my cO +� m" +U C CO 0' 0_ _c U1 b (f) 0 0_ (f) -0 ro W N. 0 2 x H C -0 0 J Ga) co V N L 0 x on O 01 c • • • ro I- on c on -0 0 J