HomeMy WebLinkAboutLTAC 2016-03-04 Agenda PacketCity of Tukwila Allan Ekberg, Mayor
Mayor's Office - David Cline, CityAdministrator
AGENDA
Lodging Tax Advisory Committee
March 4, 2016
Noon to 1:30 PM
Lunch will be served at 11:45
Westfield Southcenter, Management Offices
2800 Southcenter Mall, Tukwila, WA 98188
1. Welcome and Introductions
Council President Joe Duffie
2. Approval of Agenda (ACTION ITEM)
Council President Joe Duffie
3. Approval of Minutes (ACTION ITEM)
Council President Joe Duffie
4. LTAC 2016 Budget Overview and Approval Process
Brandon Miles
5. Follow up to Wednesday' Meeting and Proposed Concepts for Tukwila /Southcenter Marketing
Campaign
Council President Joe Duffie and Brandon Miles
Tukwila City Hall - 6200 Southcenter Boulevard - Tukwila, WA 98188 - 206 - 433 -1800 - Website: TukwilaWAwgov
[TACM2rch Meeting
Page 2
Funding Guidelines and Principles
Brandon Miles
7. Funding Request, City of Tukwila, General Administration (ACTION ITEM)
O. Funding Request, City of Tukwila, Tukwila/SouthcenterMarketing Campaign (ACTION ITEM)
Brandon Miles
9. Roundtable
Council President JueDuffie
10. Adjourn
Council President Joe Duffie
Committee Members
]oeOufUe Council President, Chair
K8eba Berry, Homewood Suites
Jim Davis, Doub|etree Guest Suites
Nicole Grubbs, Westfield Southcenter
Daniel Lee, Odin Brewing
Owen Le|nbach, Courtyard bvMarhot
Jamie Randall, K8arriot Residence Inn
Ben Oliver, 6tarUreSports
Christian Trujillo, Stanford's Restaurant
Phone: 206-433-1800 * Ema0bk0aym * VVelbsite:Tukxv
City of Tukwila
6200 Southcenter Boulevard
Tukwila, WA 98188 -2544
MEETING MINUTES
Lodging Tax Advisory Committee
Meeting Date: December 14, 2015
Meeting Location: Tukwila City Hall, Hazelnut Conference Room
Jim Haggerton, Mayor
Committee Members Present: Council President Kate Kruller, Meisa Berry, Jamie Randall, Ben Oliver,
Nicole Grubbs, Christian Trujillo
Committee Members Absent: Jim Davis, Owen Leinbach, Daniel Lee
Staff Present: Mayor Jim Haggerton, City Administrator David Cline, Economic Development
Administrator Derek Speck, Economic Development Liaison Brandon Miles, Communications and
Government Relations Manager Rachel Bianchi, Business Relations Coordinator Meagan McGuire,
Executive Assistant Cheryl Thompson
Other Attendees: Katherine Kertzman, President and CEO of Seattle Southside Regional Tourism
Authority
Council President Kruller called the meeting to order at 12:10 p.m.
1. Welcome and Introductions —Council President Kruller welcomed the attendees and each
person introduced themselves.
2. Approval of Agenda — Committee members approved the agenda with a 6 -0 vote.
3. Approval of Minutes —Committee members approved the minutes from the June 22, 2015
meeting with a 6 -0 vote
4. SSVS Transition and SSRTA — Katherine Kertzman provided an update on the transition from
Seattle Southside Visitor Services to the Seattle Southside Regional Tourism Authority. She
circulated a packet that included a checklist for the transition, an organization chart for the new
Regional Tourism Authority and information about their marketing approach.
5. Lodging Tax Advisory Committee Roles and Responsibility— Brandon Miles provided a brief
overview about the roles and responsibilities of the Lodging Tax Advisory Committee. He gave
Phone: 206 - 433 -1800 • Email: Mayor @TukwilaWA.gov + Website: TukwilaWA.gov
Lodging Tax Advisory Committee
Meeting Minutes
December 14, 2015
Page 2
an update on where lodging tax dollars have been allocated in the past and indicated that the
committee will be reviewing the proposal process in 2016.
6. Southcenter Marketing Partnership — Brandon Miles provided a brief background about the
vision for the Southcenter Marketing Campaign. He discussed six possible campaign themes and
indicated that the name of the partnership will be a topic of discussion in 2016: whether it
should include Tukwila AND Southcenter or just one of them.
7. Southcenter Marketing Campaign Breakout Sessions —The attendees broke up into two groups
and discussed the six possible themes and brainstormed.
8. Southcenter Marketing Partnership Group Discussion —Both groups came together to share the
ideas that came up during the brainstorming session. Derek facilitated a group discussion
regarding day marketing and prioritization. The group ranked the family themed campaign
highest of the six proposed themes.
9. Roundtable —Committee members indicated they were excited about the possibilities for
Tukwila in 2016.
10. Adjourn —The meeting adjourned at 2:00 p.m.
Phone: 206- 433 -1800 . Email: Mayor @TukwilaWA.gov * Website: TukwilaWA.gov
DRAFT 2016 City of Tukwila Lodging Tax Budget
Revenue
Source Amount
2015 Ending Fund Balance $ 464,175
Lodging Tax Reciepts $ 678,000
Total: $ 1,142,175
Expenses
Anticipated Requests for Funding Amount
SSRTA
$ 337,500
City of Tukwila, Administration
$ 40,500
City of Tukwila, Day Marketing
$ 247,000
Musuem of Flight
$ 25,000
Starfire Sports
$ 25,000
Total:
$ 675,000
Estimated 2016 Ending Balance: $ 467,175
DRAFT City of Tukwila, Administration Budget
Item Amount
Office Supplies $ 500
Professional Services, Travel, Memberships $ 2,500
Training and Education $ 2,500
Indirect Cost Allocation $ 35,000
Total: $ 40,500
1 I: i •
Item
Amount
Media Buys
$
152,000
Content Creation
$
75,000
Event Planning
$
5,000
Sponsorship
$
15,000
Total:
$
247,000
TO:
FROM:
DATE:
RE:
Issue
City of Tukwila
Mayor's Office - David Cline, CityAdministrator
Lodging Tax Advisory Committee
Brandon J. Miles, Committee Staff
March 3, 2016
Guidance on Goals for Lodging Tax Funding
Staff is seeking guidance on the goals for the use of lodging tax funds.
Background
Allan Ekberg, Mayor
The City collects a 1 % lodging tax on overnight stays at hotels and motels within our city limits. In 2015
the City collected approximately $678,000 in lodging tax funds. Under Washington State law, lodging
tax proceeds can only be used for tourism promotion (overnight and/or day visitors) and other tourism
related activities (RCW 67.28.1816).
Specifically, RCW 67.27.1816 states that lodging tax funds can be used for:
• Tourism marketing;
• The marketing and operations of special events and festivals designed to attract tourists;
• Supporting the operations and capital expenditures of tourism - related facilities owned or
operated by a municipality or a public facilities district created under chapters 35.57 and 36.100
RCW; or
• Supporting the operations of tourism - related facilities owned or operated by nonprofit
organizations described under 26 U.S.C. Sec. 501(c)(3) and 26 U.S.C. Sec. 501(c)(6) of the
internal revenue code of 1986, as amended.
In order to collect the lodging tax and spend the funds collected, the City is required by State Law to
have a Lodging Tax Advisory Committee. The City's LTAC has nine members: the City Council
President, four hoteliers and four non - hoteliers. The Committee makes recommendations to the City
Council on any request to use lodging funds, including requests by the City. The City Council can
accept or reject any of the LTAC recommendations. However, the City Council cannot change the
specific funding amounts recommended by the LTAC.
Discussinn
In the past the City used most of its lodging tax funds to support the operations of Seattle Southside
Visitor Service Center (SSVS). Effective December 31, 2015, SSVS transitioned to a public
development authority (PDA) formed by the City of SeaTac. The PDA receives a new funding source
based on a fee per room night stay and may also apply to receive lodging tax. Given the transition staff
Tukwila City Hall - 6200 Southcenter Boulevard • Tukwila, WA 98188 • 206 - 433 -2800 • Website. TukwilaWA.gov
believes it would be useful to have a set of goals to guide the City and Lodging Tax Committee on the
use of the lodging tax funds.
The following are proposed goals for the use of lodging tax funds. These are not ranked in a particular
order:
1. Increase revenue for Tukwila hotels
a. Attracting overnight tourists (living more than 50 miles from the City)
b. Increasing convention business at Tukwila hotels.
2. Increase revenue for Tukwila restaurants, retailers, and attractions
c. Attracting overnight tourists (living more than 50 miles from the City)
d. Attracting day tourists (living within 50 miles of the City)
3. Improve the public perception of Tukwila and the Southcenter area in the Puget Sound region.
Recommendation
Staff request LTAC's input on these proposed goals. Staff plans to bring the goals to the City Council
for its review and consideration.
Phone: 206 -433 -1800 • Email: Mayor @TukwilaWA.gov + Website: TukwilaWA.gov
Application to the City of Tukwila for Use of 2016 Lodging Tax Funds
Event or Activity Name (if applicable):
Administration Costs
Amount of Lodging Tax Requested:
$40,500
Applicant Organization:
City of Tukwila
Federal Tax ID Number:
91- 6001519
Mailing Address:
6200 Southcenter Blvd
Tukwila, WA 98188
Primary Contact Name:
Brandon J. Miles
Primary Contact Phone:
(206) 431 -3684
Primary Contact Email Address:
I Brandon.Miles @TukwilaA2.gov
Check all the service categories that apply to this application:
o Tourism promotion or marketing.
o Operation of a special event or festival designed to attract tourists.
o Operation of a tourism- related facility owned or operated by a non - profit organization.
o Operation and /or capital costs of a tourism - related facility owned by a municipality or a public
facilities district.
Check which one of the following applies to your agency:
o Non - Profit (Note: Attach a copy of your current non - profit corporate registration from the
Washington Secretary of State Office)
o Public Agency
o For Profit Agency /Business (Washington State UBI Number: )
I am an authorized agent of the organization /agency applying for funding. I understand that:
• 1 am proposing a tourism - related service for 2016. If awarded, my organization intends to enter
into a services contract with the City; provide liability insurance for the duration of the contract
naming the City as additional insured and in an amount determined by the City; and file for a
permit for use of City property, if applicable.
• My agency,will be required to submit a report documenting economic impact results in a
Printed or Typed Name:
-1 1 9 a
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The lodging tax fund is one of several special revenue funds managed by the City of Tukwila.
Under State Law, the City is permitted to charge special revenue funds for the indirect costs
that are incurred by the general fund to support and maintain these special revenue funds.
These costs include, but are not limited to, legal support, accounting, insurance, technology
services, human resources, and offices administration. Activities that are needed to support the
lodging fund.
illi��illillillilli I �! I I I I
This request is not for a specific event.
overnight tourists.
In the past the City has used its lodging tax funds to support the Seattle Southside Visitor
Center, events such as the Rock 'N' Roll Marathon and Backyard Wildlife Fair, and marketing
activities at the Museum of Flight and Starfire Sports. Providing funding for outside
organizations requires administrative support from several departments, including Finance, City
Attorney, Technology Services, City Clerk and Economic Development.
N/A.
The request is for funding to reimburse the City's general fund for cost incurred by the City to
administer the lodqine - A
variety of activities in the region.
5) Describe the geographic target of the visitors you hope to attract (locally, regionally,
nationally, and/or internationally).
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activities, most notably Seattle Southside Visitor Services.
N
N/A
8) Describe the media strategy you employ to promote your event /activity /facility to attract
overnight and /or day tourists? Please list any digital or print media (newsletters, e- blasts,
social media, etc.) your agency uses or intends to use to promote your event /activity /facility.
N/A
Third parties using lodging tax funds employ a wide variety of strategies to promote events and
activities. The City's general funds supports the lodging tax fund in allowing funding to third
parties to occur.
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of Tukwila.
N/A
10) Is the City able to use your digital and print media for collaborative marketing?
N/A
11) Measurements and Metrics
As a direct result of your proposed tourism - related service, provide an estimate of:
a.
Overall attendance at your proposed event /activity /facility
0
b.
Number of people who will travel fewer than 50 miles for your
0
event /activity
c.
Number of people who will travel more than 50 miles for your
0
event /activity
d.
Of the people who travel more than 50 miles, the number of people
0
who will travel from another country or state
e.
Of the people who travel more than 50 miles, the number of people
0
who will stay overnight in Tukwila.
f.
Of the people staying overnight, the number of people who will stay in
0
PAID accommodations (hotel /motel /bed- breakfast) in Tukwila.
9
g. Number of paid lodging room nights resulting from your proposed 0
event/ activity /facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
... ...
use to track outcomes, such as total participants, estimated visitor spending, etc?
As discussed above, the City uses its lodging tax funds to support a wide range of activities. In
2016, the City anticipates funding the City of Tukwila, Seattle Southside Regional Tourism
Authority, the Museum of Flight, and Starfire Sports. These funded activities have metrics,
which the City will use for reporting purposes for this funding request.
13) Are you applying for lodging tax funds from another community? If so, which communities
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The following is the proposed budget for the campaign:
Budget Item
Cost
Notes
Office Supplies
$
Professional Services and
$Z500
Travel.
Training and Education
2,5
Indirect Cost Allocation
$35,000
Reimbursement of the City's
n ral fun far activities, such
as legal support, accounting,
insurance, technology services,
public records, and fice
administration needed to
support the lodgingfund. This
16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
Without funding it would jeopardize the City's ability to process third party requests for lodging
tax funding. Additionally, the City might choose to require the lodging tax to "pay as it goes" for
support provided by the City. This could result in higher charges being imposed to the lodging
fund.
9
funding supports all the indirect
charges with administration of
the lodging tax funding and is
based on the citywide overhead
analysis used to charge
overhead to special revenue
funds
Total:
$40,500
16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
Without funding it would jeopardize the City's ability to process third party requests for lodging
tax funding. Additionally, the City might choose to require the lodging tax to "pay as it goes" for
support provided by the City. This could result in higher charges being imposed to the lodging
fund.
9
Application to the City of Tukwila for Use of 2016 Lodging Tax Funds
Event or Activity Name (if applicable):
Day Visitor Marketing Campaign
Amount of Lodging Tax Requested:
$247,000
Applicant Organization:
City of Tukwila
Federal Tax ID Number:
91- 6001519
Mailing Address:
6200 Southcenter Blvd
Tukwila, WA 98188
Primary Contact Name:
Brandon J. Miles
Primary Contact Phone:
(206) 431 -3684
Primary Contact Email Address:
I Brandon.Miles @Tukwilawa.gov
Check all the service categories that apply to this application:
• Tourism promotion or marketing.
• Operation of a special event or festival designed to attract tourists.
• Operation of a tourism - related facility owned or operated by a non - profit organization.
• Operation and /or capital costs of a tourism - related facility owned by a municipality or a public
facilities district.
Check which one of the following applies to your agency:
o Non - Profit (Note: Attach a copy of your current non - profit corporate registration from the
Washington Secretary of State Office)
o Public Agency
o For Profit Agency /Business (Washington State UBI Number:
I am an authorized agent of the organization /agency applying for funding. I understand that:
* 1 am proposing a tourism - related service for 2016. If awarded, my organization intends to enter
into a services contract with the City; provide liability insurance for the duration of the contract
naming the City as additional insured and in an amount determined by the City; and file for a
permit for use of City property, if applicable.
Printed or Typed Name:
The primary goolfor this campaign is to increase revenue for restaurants, retailers, and
attractions in the Southcenter area. Secondary goals are to improve the public perception of
th e-T-L*vvi ta/S-vubhrc�-&e-r-art a an, f t, rTukwtla+i I't&
by creating positive word of mouth for locals to tell their out of town friends and family.
To provide background, last year Economic Development staff met with over two dozen
businesses in the Tu kwi la/South center area to discuss ways to bring more day visitors to the
area. A "day visitor" is generally defined as someone who lives within 50 miles of the City. As a
result of these discussions, staff kd J:'
-gexterats I -. -W Il —q %V :?d Ali�
visitors to the City. In December of 2015 the City's Lodging Tax Advisory Committee (LTAC)
discussed the six possible mark g-cam o
etin ;���qqestecl that in 2016 the C"FLQ-mP-n-t
a marketing campaign focused on attracting families to visit.
Following the December 2015 LTAC meeting, Economic Development staff explored options for
promoting Tukwila/Southcenter as a great place for families, to shop, dine, spend time
together, and just have fun. Staff identified several media outlets that would be ideal for
promoting Tukwila/Southcenter to parents. These media outlets include, but are not limited to,
Red Tricycle, ParentMap, Seattle Child, and Macaroni Kid. Additionally, staff also identified
possible opportunities with the Seattle Sounders, WIAA, and other organizations to promote
Tu kwila/South center as a great place for families to visit.
2) If an event, list the event name, date(s), and projected overall attendance.
This request is not for a specific event.
•
Off M.
While the marketing campaign is focused on day tourists, the campaign can have secondary
benefits to Tukwila hotels. Many travelers rely on friends and family for suggestions on where
to stay when visiting new areas. By creating good experiences and improving the image of
Tukwila/Southcenter, residents in the area may referral their friends and families to hotels in
the area.
• L • Ill
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occurring in the area commonly referred to as "Southcenter." People are and will continue to
come to the Tukwila /Southcenter area for wide range of activities.
Tukwila /Southcenter has many great businesses and activities for families. Westfield
Southcenter is the largest mall in the Pacific Northwest; I -Fly Seattle offers patrons the ability to
experience flight; Museum of Flight is one of the largest privately funded air and space museum
in the world; the Seattle Sounders 2nd team, S2 plays all of its home games at Starfire Sports.
We have bowling, games, rides, go -carts, and indoor virtual reality gaming. Our biggest draw
continues to be the range of shopping available in the area. Shopping in Southcenter /Tukwila
includes a variety of price points from Nordstrom to Value Village and target audiences, such as
families to young adults. We have over 159 restaurants (data from Department of Revenue,
Third Quarter, 2015), within the City, with most being in the Southcenter area. Many of these
restaurants offer family friendly and kid friendly dining.
The family focused campaign will promote all of the great businesses and activities already
occurring in Tukwila /Southcenter. By targeting our campaign on print and digital publications
we will reinforce Tukwila /Southcenter as being a great place to visit for families.
In addition to attracting new people to the Tukwila /Southcenter area the goal also is to
encourage those who have been to the area to come again and those that are already here to
stay longer and spend more money.
5) Describe the geographic target of the visitors you hope to attract (locally, regionally,
nationally, and /or internationally).
The family focused campaign will target families within one hour drive of Tukwila /Southcenter,
generally within 50 miles. Our target demographic are households of all incomes, languages,
and ethnicity that have children under the age of 12.
6) Describe the prior success of your event /activity /facility in attracting tourists
This will be the first year for a day visitor marketing campaign targeted to families.
7) If this your first time holding the event /activity /facility provide background on why you think
it will be successful.
It will be successful because staff has visited over 200 businesses and received feedback from
over 60 of them. They have expressed strong support for this approach. Additionally, Tukwila's
Southcenter District is already a great place for families and our campaign will leverage our
strengths and promote what we have.
Additionally, the media strategy is unique in that we are promoting a geographic region to
parents in digital and print publications targeted to families. Tukwila /Southcenter will be the
only geographic area being promoted in these family friendly publications.
9
8) Describe the media strategy you employ to promote your eve nt/activity/faci I ity to attract
overnight and/or day tourists? Please list any digital or print media (newsletters, e-blasts,
social media, etc.) your agency uses or intends to use to promote your event/activity/facility.
Given the limited budget, the marketing campaign will focus on frequency versus reach. The
g+aW_f4"zreeA-_t,t �r#,F",fmg-TukA.Vj tVSVLUtk-ceNter-n
a great family friendly destination.
The marketing strategy will include:
* Ad buys, both digital and spring, in family publications such as Red Tricycle, Parentmap,
Seattle Child, and/or Macaroni Kid. With these publications the campaign will have
spreads to promote the Tukwila/Southcenter brand; newsletters with 100% voice;
editorial content, promoting family friendly activities; the development of a micro-
website on an existing family friendly website; third party social medial; production of a
video showing the family friendly amenities in Tukwila/Southcenter and other activities
deemed necessary • promote Tukwila/Southcenter.
* As part of the campaign an ad agency will be brought in for brand development,
development of dtal and print ads, video development, and strategy.
* An engagement agreement with the Seattle Sounders, WIAA, and other similar groups
• help promote Tukwila/Southcenter. This would include access to their digital and
social media.
* Building relationships with traditional news media to provide ideas on news stories
about Tukwila/Southcenter.
* Non-traditional media and non-traditional marketing, such as creating relationships with
local bloggers, supporting unique activities/events • third parties, etc.
• Possible website development.
• Possible events.
• Working with partners that have their own media presence and/or newsletters and
website to promote Tukwila/Southcenter.
MiRMIFUTMIT-TiT17", IfMIM7M"7fr4 Mi23=h-0711
With permission of businesses, the City hopes to promote selected businesses in the City's
various media buys. For example, a print ad for great family dining could feature the logos of
several Tukwila/Southcenter area restaurants. A video for family friendly activities could show a
variety of businesses in the area such as Round 1, Family Fun Center, Virtual Sports, and/or I-
Fly.
The City is considering the development of a basic website, which could also be used to
promote local businesses.
M
10) Is the City able to use your digital and print media for collaborative marketing?
Not applicable, since this application is for the City.
11) Measurements and Metrics
As a direct result of your proposed tourism - related service, provide an estimate of:
a.
Overall attendance at your proposed event /activity /facility
0
b.
Number of people who will travel fewer than 50 miles for your
0
event /activity
c.
Number of people who will travel more than 50 miles for your
0
event /activity
d.
Of the people who travel more than 50 miles, the number of people
0
who will travel from another country or state
e.
Of the people who travel more than 50 miles, the number of people
0
who will stay overnight in Tukwila.
f.
Of the people staying overnight, the number of people who will stay in
0
PAID accommodations (hotel /motel /bed- breakfast) in Tukwila.
g.
Number of paid lodging room nights resulting from your proposed
0
event/ activity /facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
12) What methodologies did you use to calculate the estimates and what methodologies will you
use to track outcomes, such as total participants, estimated visitor spending, etc?
Given that this is the first year of the campaign, it is difficult to estimate metrics.
As discussed above, the City is considering media buys with family focused publications, such as
Parentmap and Red Tricycle. The target audience for our media buys are parents within a one
hour drive of Tukwila/ Southcenter.
Parentmap produces three print editions, Seattle, Eastside, and South Sound. Total readership
of the print edition is 207,000 readers. Additionally, there are 83,000 readers for both print and
digital. Finally, 33,000 readers receive Parentmap's digital editions.
5
Red Tricycle is digital media only, with nearly 500,000 page views per month of its website and
50,000 subscribers for its monthly newsletter (we would get one per month). Red Tricycle
readers tend to be located in the Seattle metro area.
One way we will track outcomes of this marketing campaign is to conduct a baseline surveys of
both businesses and consumers in the Tukwila /Southcenter area. These surveys can help us
evaluate the effectiveness of the campaign. Additionally, the consumer survey will be
conducted to help us determine if we are making gains in improving the public's perception of
Tukwila /Southcenter.
Other possible metrics:
• Click through rates on emails and electronic newsletters
• Number of views on the microsite
• Generation of redemption rate on coupons at businesses promoted by the campaign
• Contests to track participation by viewers of print and digital ads.
13) Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
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you requesting from the City of Tukwila?
contribute Total budget is $247,000, with 100% coming from the City's lodging tax funds. The City would
os r
16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
If no funding is provided, the City will not do any day marketing in 2016. If funding is reduced
the City will likely reduce the ad buys in the various publications or events, sponsorships and
non - traditional media listed above.
N
development of high quality
ads.
Events, Sponsorships, and Non-
$72,000
This could include agreements
Traditional Media
with the Seattle Sounders,
WIAA, Washington Youth
Soccer, Seattle Times
(Restaurant Week), etc.
Lodging Tax Total:
$247,000
16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
If no funding is provided, the City will not do any day marketing in 2016. If funding is reduced
the City will likely reduce the ad buys in the various publications or events, sponsorships and
non - traditional media listed above.
N
Print Media
Gity of Tukwila Altan Ekberg, Mayor
Mayor's Office - David Cline, CityAdministrator
Day Marketing Media Plan
• Full page ad in monthly editions of Parentmap through December; estimated readership,
207,000 monthly.
• Full Page ad in each issue of Parentmap's Family Adventure Guide published in May and
November; estimated readership, 233,000 per annual guide.
Third Party Digital Presence
• Digital ad placement on Parentmap.com, estimated page views per month, 1.6 million, with over
330,000 unique visitors per month.
• Digital ad placement on Redtri.com, 50,000 to 300,000 impressions (depends on final
placement).
• SoundersFC.com /S2
• Three dedicated e- newsletters with Parentmap, 35,000 subscribers, Tukwila would have 100%
of the voice.
• Sponsored newsletter from Redtri.com, 150,000 impressions.
• Native content pieces with Redtri.com, 150,000 impressions.
• Creation of a microsite on Redtri.com, promoting Tukwila, 469,000 visitors to Redtri.com
• Preferred access to digital events calendars from Parentmap.com and Redtri.com
Social Media Presence
• Social media posts on Redtri, Parentmap (31,000 followers), and Sounders FC 2 (over 5,000
followers and likes are various platforms).
Events
• Player appearance from Seattle Sounder MILS and 2nd team players in Tukwila.
Video
• Creation of videos by the Seattle Sounders FC, feature S2 players or reserve team players in
Tukwila. Video would run on Sounders 2nd team website, social media, and the City would have
ability to use video on City's marketing sites.
• Creation of a video by the City promoting Tukwila by ad agency.
Other
Website creation.
• In game PA announcements at all S2 home games. Promoting Tukwila businesses to fans and
promoting marketing website.
• Outreach to bloggers.
Tukwila City Hall • 6200 Southcenter Boulevard • Tukwila, WA 98188 • 206 -433 -1800 • Website: TukwilaWA.gov