HomeMy WebLinkAboutLTAC 2016-05-25 Agenda PacketCity of Tukwila
Allan Ekberg, Mayor
Mayor's Office - David cline, CityAdministrator
AGENDA
Lodging Tax Advisory Committee
3:00 PM, Wednesday, May 25, 2016,
Tukwila Community Center, Meeting Room 8
12424 42"d Ave. S, Tukwila, WA 98168
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. Revenue (Sales, Lodging, Parking, and Admission) Collection Update
Brandon Miles
5. Marketing Committee, Stakeholder Outreach, and Influencers
Brandon Miles
6. 2016 Lodging Tax Applications Presentations and Discussion
Brandon Miles
a. Seattle Southside Regional Tourism Authority ($337,500)
b. Museum of Flight ($35,000)
c. Starfire Sports ($25,000)
d. City of Tukwila, Day Marketing ($90,000)
7. 2016 Lodging Tax Applications Review and Decision (Action Item)
Council President Joe Duffie
e. Seattle Southside Regional Tourism Authority ($337,500)
f. Museum of Flight ($35,000)
g. Starfire Sports ($25,000)
h. City of Tukwila, Day Marketing ($90,000)
8. Standing Meetings (please bring your calendars).
Brandon Miles
9. Roundtable (Time Permitting)
Council President Joe Duffie
10. Adjourn
Council President Joe Duffie
Tukwila City Hall • 6200 Southcenter Boulevard • Tukwila, WA y8188 • 206-433-1800 = Website: TukwilaWA.gov
DRAFT
MEETING MINUTES
Lodging Tax Advisory Committee
Meeting Date: March 4, 2016
Meeting Location: Westfield Southcenter Mall ConterencE Room
Committee Members PrEseent: Council President Joe Duttie, Ben Oliver, Jim Davis, Daniel Eee, Meisa
Berry, Nicole Grubbs, Jamie Randall, and Christian Trujillo
Committee Members Absent: Owen Leinbach
Staff Present: Economic Development Administrator, DErek Speck; Economic Development Liaison,
Brandon Miles; Lity Council Liaison Laurel Humphrey; Project Dev. Mgr. Joyce Trantina,
Other Attendees: Katherine Kertzman, President and CEO ot SSRTA, Meagan McGuire, SSRTA, and
Ashley Comar, SSRTA
Council President Duttie called the meeting to order at 1z:u5 p.m.
Welcome and introductions - Council President Dottie welcomed the attendees and each person
introduced themselves.
Approval ot Agenda — Committee members approved the agenda with a 9-u vote.
Approval of Minutes — Committee members approved the minutes trom the December 14, 2u15
meeting with a 9-0 vote.
LTAL 2u2b Budget Overview and Approval Process - Brandon Miles provided an overview at the 2016
Lity of Tukwila Lodging Tax Budget. It is anticipated that the region will see a signiticant increase in
lodging revenues this year. Ab such, it is expected that there will be requests trom some organizations
for increased tunding. Funding Applications have to be approved by the Lodging Tax Advisory council
and then City Coma. The dollar amounts requested cannot be changed by Council.
Proposed concepts tor Tukwila/Southcenter Marketing campaign. Brandon Miles shared information
regarding the Southcenter Marketinig Campaign kick-off meeting which was held on March z at Total
Wine and More, and was very well attended. Everyone agreed that it is very important for our
Businesses to work together to bring visitors to i ukwila.
Funding (auidelines and Principles - Brandon Miles reviewed the March 3, 2016 memo regarding
Guidance on Goals tor Lodging Tax Funding. Three goals are proposed and input was sought so a
recommendation could be taken forward to Lity council. The 3 guidelines are meant to be very general
that can be applied to any application and all applications have to meet at least 1 (not all 3) of the
tunding goals.
Lodging Tax Advisory Committee Meeting — Draft Minutes
March 3, 2016
Page 2
Funding Request, City of Tukwila (General Administration) — After review of the application and
discussion by the Committee, it was moved by Ben Oliver to approve the application as submitted.
Seconded by Jim Davis. Approved with a 9-0 vote.
Funding Request, City of Tukwila (Tukwila/Southcenter Marketing Campaign) — Brandon Miles provided
an overview of the day marketing media plan which includes print media, digital and social media ideas,
events, video and other outreach ideas. The proposed marketing campaign budget is $247,000 which
includes first year start-up costs. Committee members discussed concerns regarding measurements
that will be used to track results. There was also concern regarding implications of Committee approval
prior to review/approval of the Regional Tourism's application for funding. Derek Speck reminded
members that approval of 1 application is not contingent upon approval of another — all applications
must go before the Lodging Tax Advisory Committee for approval, and then to City Council for approval.
It is expected that the RTA application in the amount of $337,500 will come before this Committee in
April.
Further discussion regarding the Southcenter Marketing Partnership campaign included ideas about a
media day tour, and a suggestion that the agency build tangible impacts into the campaign to address
the concern of measuring outcomes. The group felt it would be highly beneficial to have the campaign
rolling soon to take advantage of the spring/summer months.
A discussion followed regarding State law related to the use of lodging tax funds.
A motion was made to table this topic until the Lodging Tax Advisory Committee can meet again and
gain greater clarity on the campaign, tracking mechanisms, and that it would be worthwhile to have the
marketing consultants attend the meeting. Committee members approved with a 9-0 vote
Brandon Miles indicated he would bring the group together in the next 2 weeks for further discussions.
Roundtable—Jim Davis asked if the Committee members could receive "draft" minutes prior to
meetings.
Meeting adjourned at 1:20 p.m.
DRAFT 2016 City of Tukwila Lodging Tax Budget
May, 2016 Meeting
Revenue
Source
Amount
2015 Ending Fund Balance $
2016 Lodging Tax Rcciepts (estimated) $
Total: $
Expenses
Anticipated Requests for Funding
464,175
678,000
1,142,175
Amount
55RTA
C;iy of Tukwila, Administration
City of Tukwila, Day Marketing
Musuem of Fligfit
Starfire Sports
Total: $
337,500
40,500
90,000
35,000
25,00u
528,000
Estimated 2u1b Ending Fund Balance: $
Revised May 19, 2016, B. Miles
614,175
(application pei iding)
(approvEd 6y LTAC in March meeting)
(application pending)
(application pending)
(application pending)
City of Tukwila
Allan Ekberg, Mayor
Mayor's Office - David Cline, City Administrator
Staff Memorandum
Lodging Tax Advisory Committee Funding Request
Name of Applicant:
Seattle Southside Regional Tourism Authority (SSRTA)
Address:
3100 S. 176th Street, STE 200, Seattle, WA 98188
Total Funds Requested:
$337,500
About the Applicant:
SSRTA, a public development authority, formed by the City of SeaTac is a destination
marketing organization providing tourism marketing for the cities of SeaTac, Tukwila, and Des
Moines under the "Seattle Southside" brand. In the past destination marketing services were
provided by Seattle Southside Visitor Services (SSVS), which was administered by the City of
Tukwila. In 2015, services provided by SSVS transitioned to SSRTA.
SSRTA provides a variety of services, such as working with travel professionals, meeting
planners, and group leaders to bring conventions and meetings to Seattle Southside;
marketing the region out of area; assisting travelers or prospective travelers interested in
visiting the area; booking hotels and other reservations; arranging tours for groups and
individuals; providing FAM tours to prospective groups; operating a shuttle, connecting the
SeaTac hotels to Westfield Southcenter; and operating two visitor kiosks, one near the airport
in the City SeaTac and one inside of Westfield Southcenter in the City of Tukwila.
SSRTA funding primarily comes from the Tourism Promotion Area fee charged on hotels, with
at least 90 rooms, within the Seattle Southside area. The Tourism Promotion Area was created
by an interlocal agreement among the cities of Tukwila, SeaTac, and Des Moines. In 2016 the
Tourism Promotion Area fee is estimated to generate $3.57 million. SSRTA is also supported
by lodging tax funds from the Southside cites (Tukwila, SeaTac, and Des Moines).
Funds Previously
Awarded:
SSRTA has not previously received lodging tax funds. SSVS, as a division of the City of
Tukwila, received City lodging tax funds.
Tukwila Ciry Hull • 6200 Soarhcenter Boulevard = Tukwila, WA 98188 • 206-433-1800 • Website: IukwilaWA.gov
SSRTA
May, 2u16
Paye 2
Funding Request Narrative:
SSRTA is requesting City lodging tax funds to fund general marketing, sales, and business
services. Funds will be used to support a variety of activities, including ad buys, digital media,
operating the visitor information service within Westfield Southcenter, production of a dining
guide, conducting FAM tours in the City; and other marketing activities and sales activities.
Staff Comments:
SSRTA helps the City in its goal of creating a strong and diverse economy. SSRTA assists
Tukwila hotels in generating sales leads; booking meetings and conventions; and booking
room nights. In 2015, according to SSRTA, visitor spending accounted for $364.4 million in
sales in the City of Tukwila. Of the three cities (Tukwila, SeaTac, and Des Moines), Tukwila
has the greatest estimated visitor spending. When SSRTA books hotel rooms and brings
groups to the region, even when the rooms are in the cities of SeaTac and Des Moines,
Tukwila still benefits because visitors come to the Southcenter area to dine, shop, and for
entertainment. A collaborative regional approach, offered by SSRTA, is highly beneficial to the
City.
SSRTA is providing an invaluable service, which in the past had been provided by SSVS,
which no longer exists. SSRTA helps market the area to potential tourist helping to drive tourist
customers to area businesses. SSRTA's mission supports the City's overall economic
development efforts to strengthen the City's economy.
Staff Recommendation:
Approval.
Notes:
A final scope of work, consistent with the approved application, will be finalized by the City and
the applicant. Additionally, the applicant will need to enter into a services contract with the City.
Both the scope of work and contract need to be reviewed by the City Attorney.
Phone; 206-433-180u = Email: Mayor(aTuRCwilaWA.gov • Website: TukwitaWA.gov
DRAFT
Exhibit A
2016 Proposed Scope of Services $337,500
1. Maintain a destination marketing website and toll-free phone number to attract inquiries from leisure
and business travelers and meeting planners primarily outside a 50 -mile radius. The website will
include information and business listings for tourism related businesses located in Tukwila, that hold a
Tukwila business license (list of licenses to be provided by City staff) including those business that do
not pay lodging tax or TPA assessments; business listings are to be provided by the City.
2. Produce and distribute a Destination Guide that includes information and business listings for tourism
related businesses that hold a Tukwila business license (list of licenses to be provided by City staff)
including those business that do not pay lodging tax or TPA assessments; business listings are to be
provided by the City.
3. Provide meeting planning assistance to planners looking host events in the Tukwila area. List all
meeting resources in guide under development and distribute to potential clients.
4. Work with tourism related business to promote the area as a meeting and event friendly destination at
trade shows and client meetings.
5. Produce and distribute a Dining Guide on a no -less -than every other year basis that includes
information and business listings for area full service restaurants that includes those located in
Tukwila.
6. Organize familiarization (FAM) tours that highlight local tourism related businesses to other industry
affiliates, planners and media.
7. Include a reciprocal link to the City on Seattle Southside.com in the "About Us" section under "Our
Cities".
8. Seattle Southside RTA will use its social media platforms such as Facebook, Twitter, blog posts, press
releases, and e -newsletters as vehicles to promote the City's relevant tourism activities, events and
festivals and tourism businesses happenings.
9. Support the City's efforts to attract visitors to local events by acting as a sourcing partner to help
secure vendors as well as social media and PR support.
10. Staff and operate a Visitor Center kiosk at Westfield Southcenter that provides visitors and area
residents with information about Tukwila merchants, activities, upcoming events, and information
pertaining to the surrounding area. The Visitor Center will be open seven days a week with extended
hours; closed on some major holidays.
11. Produce an Annual Seattle Southside Report and present report to the City Lodging Tax Advisory
Committee, City Council, or other meetings, if requested by the City. Report will include a summary of
the annual marketing initiatives implemented, measured performance outcomes and ROI.
Application to the City of Tukwila for Use of 2016 Lodging Tax Funds
Event or Activity Name (if applicable):
Amount of Lodging Tax Requested:
$337,500
Applicant Organization:
Seattle Southside Regional Tourism Authority
Federal Tax ID Number:
47-3031480
Mailing Address:
3100 5 176th, STE 200
Primary Contact Name:
Ashley Comar or Meagan McGuire
Primary Contact Phone:
Main # 206-575-2489
Primary Contact Email Address:
AshlevPSeattleSouthside.com
Meagan@Seattle5outhside.com
Reck all the service categories that apply to this application:
of Tourism promotion or marketing.
-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 yodr current non-profit corporate registration from the
Washington Secretary of State Office)
X_oPublic Agency
For Profit Agency/Business (Washington State UBI Number:
lam an authorized agent of the organization/agency applying for funding. I understand that:
• I 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
ormat determined by the City.
atbAkt 9161".
zl.-2) .?•?(),/
1 nature: Dat
r
Printed or Typed Name:
1) Describe your tourism -related activity or event.
Seattle SouttralUe Regional Tourism Authority (RTA) is the official regional ZZe.rination marketing
organization (DMO) for the cities of SeaTac, 1 ukwila arrc7Des Maines. Seattle Southside RTA
promotes the combined communities as a desrinariorn branded `-Seattle Southside" to create
increased economic impact through marketing the destination's numerous travel and tourism
businesses. Seanle Southside RTA is highly regarded as an effective 0E-guniLurion and valued within
alrr communities, region and state.
Vision Statement:
1 o position Net -rule Southside as a destination of choice for practical Traveler. ra Seattle while
enhancing the image, confidence and economic strength of the region.
Mission Statement;
As a brand -driven and entrepreneurial destination marketing organiirtian, Seattle Southside RTA
provides advocacy and innovative services to competitively market the destination. This function
helps create jobs, grow tax revenues, and improve duality of life for our businesses and residents.
See Attachment A for Scope of Services.
2) If an event, list the event name, date(s), and projected overall attendance.
Not Applicable
3) Is your event/activity/facility focusing on attracting overnight tourists, day tourists, or both?
The RTA's primary focus is attracting overnight tourists who stay overnight in paid
accommodations, eat in local restaurant., .hap within area retailers, visit nearby attractions, etc. as
these travels have the highest visiwa, .pend per trip generating the greatest economic impact and
return on investment.
4) Describe why visitors will travel to Tukwila to attend your event/activity/facility.
Travelers can do more when visiting 1 ukwilu because of its central location; access to
transportation including shurrles, rental cars, and tours; affordability; unique artracrian.; plentiful
shopping an77ining choices that stretch time, money and opporthniriesfurther.
Print, radio and online advertisingUr ivy business to Seattle Southside's website, toll-free telephone
line and Visitor uentersfur ma,e information about Tukwila tourism related -businesses.
Positive press generated by the Seattle Southsrz R1A encourages visitors to travel to the area to
experience everything they've read abaur.
2
1 he X ZA pr sauces a variety of destination guides designed to be used by visitors Cor heals hosting
out of town visitors including complete details relating to accommodations, restaurants,
transportation, activities, coupon bo-ok, una maps to steer tourists to Tukwila businesses.
5) Describe tFie geographic tdrget of the visitors you hope to attract (locally, regionally,
nationally, and/or internationally).
Z he MA's primary focus is attracting regional, national and ince, nari-unul travelers outside of a 50 -
mite , udius, although local residents also receive benefit from R1 A ,narkering activities that include
but are not limited to visitor concierge services provided through the Jartlire Visitor Center at
Westfield Southcenter, social media advertising and some awure,ins print advertising as well as
,neaiu outreach efforts generating positive press about the region.
6) Describe the prior success of your event/activity/tacility in attracting tourists.
2(115 Seattle Southside Measurable Outcomes:
Website Conversions: 463,920 unique visits resulting in 51,929 re3e, various x $952 average party
spend* = $9, 452.218 estimated direct spend
Website Ur birr Bookings: 906 room nights' x $402 per trip *= $3b4.212 esti„area dirger spend
Group Sales: 63 booked groups in = 10,321 attendees' x Average Length of Stay (ALS) 2.4 days- x
overnight day spend per atrenaee $166` = $4.111,886 estimated direct spend
Shuttle Riders: 25,778 riders' x $1 /2 average spend^ = .x4.433.816 estimated direct spend
Visitor Center Inquiries: 21,210 inquires = 11,878 trips in hotel x81,084 per trip* = $12,87.),1.)2
e.)ri,nar0 direct visitor
VC Walk-in Hotel Reservations: ts/ A $402 per trip* = S3=1,974 estimated direct spend
,111,858 1 ol L•sttrhateel Lactic, V t.mur 5vend,nx
$1,460,51su?lget
= 51 to Ji21.91 1001
*Dean Runyan Rr1.t;rr 2015p
^ H2R SlsnttlP Cunversian shay (Anyone who spent less than $25 of anyvue Who sptiit mule than $1,000
were nut included in the results.)
7) It this your first time holding the event/activity/facility provide background on why you think
it will be successful.
Not Applicable --the Seattle Southside tourism promotion p, agram has been in existence for 16 years
and is an internationally recognized aeaririurion marketing organization having received numerous
marketing award.,.
3
8) Describe the media strategy yuu 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.
Please see Attachment B, the Interim 2016 Media flan. Additional Media buy.) will be
implemented once the new 6 -year RIA 37raregic flan arra 2016-201 % Marketing/Media Plan are
approved by the 1t1A Board 1Ji,ecra,s mid -2016.
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of 1 ukwila.
Please see Attachment C, the inter in, 2016 Major Sales and Marketing Initiatives. Additional Sales
and Mur kering initiatives will be implemented once the new 6 -year RTA Strategic Plan and 2016-
2017 Sales and Marketing Plans are approved by the RIA Board of Lir errnrm0-2U16.
Io) Is the city a5le to use your digital and print media for collaborative marketing?
res, we are very inter eared in learning more about the City's collaborative marketing opportunities.
11) Measurements and Metrics
The RTA is expected to exceed last year aurcorne.. it8law is based on 2015.
As a direct result of your proposed tourism -related service, provide an estimate ot:
a.
Overall attendance at your proposed event/activity/facility
526,176
encounters
(unique web
visits, phone
calls, walk-
ins, group
attendees)
B.
Number ot people who will travel fewer than 50 miles fur your
event/activity
26,309
c.
Number of people who will travel more than 50 miles for yuur
event/activity
499,861
d.
Of the people whu travel more than 5U miles, the number ot people
who will travel frum another cuuntry or state
249,934
4
e.
Ot the people who travel more than 50 miles, the number of people
who will stay overnight in Tukwila.
b9,981
f.
Uf the people staying overnight, tFie number of people who will stdy in
PAID accommodations (Hotel/motel/bed-breaktast) in Tukwila.
59,985
g.
Number of paid lodging room nights resulting trom your proposed
event] ac tivitv7facility (for example: Z5 paid rooms on Friday and 50
paid rooms on Suturday = 75 paid lodging room nights)
94,373
12) what methodologies did yuU use to calculate the estimates and what methodologies will you
use to track outcomes, such as total participants, estimated visitor spending, etc?
A variety of methodologies are used to track outcomes ba.)Pd an the desired metric i.e.: Website
analytics, direct visitor counts, and group sales KNFs.
Average estimated visitor spend per category of visitor, including clay, all overnights and hotel/motel
overnights and total spending at the destination were derivedjrorn the Dari Runyan Associates
Seattle Southside Travel Impacts, 2003-20.13p research report. Additionally, two conversion studies
were conducted by H2R research to quant f Seattle ,Southside 's inquiry conversion rate, determine
how much money converted travelers spent in the area; and civaritiJy rhe average spend by each
shuttle rider to Westfield Southcenter from Seal ac hotel.).
13) Are you applying tor lodging taA funds from another community? If so, which communities
and in what amounts?
City of SeaTac $715,000
City of Des Moines $20, 000
14) Are you applying funding from Seattle Southside Regional Tourism Authority (RTA)? It so, in
what amount?
Not Applicable.
15) what is tfie overall budget fur your event activity/facility? what percent of the budget are
you requesting from the city of Tukwila?
$5.2M Seattle Southside it1A's approved 1016 Budget (provided the RTA receives $337,500 in
lodging taxes from the City of 1 ukwila per the upprav0inter-local Agreement).
$337,500 equates to 6.3% of the total budget. 1 hw lodging rales requested will be used for activities
listed in Attachment A.
5
16) What will yuu Cut from your proposal or do differently it tull tunding tor your request is nut
available or recommended?
At a minimum the RTA would consider cutting Ser vices that may include the Westfield
Southcenter satellite ViSimr Center.
6
DRAFT
Exhibit A
2016 Proposed Scope of Services $337,500
1. Maintain a destination marketing website and toll-free phone number to attract inquiries from leisure
and business travelers and meeting planners primarily outside a 50 -mile radius. The website will
include information and business listings for tourism related businesses located in Tukwila, that hold a
Tukwila business license (list of licenses to be provided by City staff) including those business that do
not pay lodging tax or TPA assessments; business listings are to be provided by the City.
2. Produce and distribute a Destination Guide that includes information and business listings for tourism
related businesses that hold a Tukwila business license (list of licenses to be provided by City staff)
including those business that do not pay lodging tax or TPA assessments; business listings are to be
provided by the City.
3. Provide meeting planning assistance to planners looking host events in the Tukwila area. List all
meeting resources in guide under development and distribute to potential clients.
4. Work with tourism related business to promote the area as a meeting and event friendly destination at
trade shows and client meetings.
5. Produce and distribute a Dining Guide on a no -less -than every other year basis that includes
information and business listings for area full service restaurants that includes those located in
Tukwila.
6. Organize familiarization (FAM) tours that highlight local tourism related businesses to other industry
affiliates, planners and media.
7. Include a reciprocal link to the City on Seattle Southside.com in the "About Us" section under "Our
Cities".
S. Seattle Southside RTA will use its social media platforms such as Facebook, Twitter, blog posts, press
releases, and e -newsletters as vehicles to promote the City's relevant tourism activities, events and
festivals and tourism businesses happenings.
9. Support the City's efforts to attract visitors to local events by acting as a sourcing partner to help
secure vendors as well as social media and PR support.
10. Staff and operate a Visitor Center kiosk at Westfield Southcenter that provides visitors and area
residents with information about Tukwila merchants, activities, upcoming events, and information
pertaining to the surrounding area. The Visitor Center will be open seven days a week with extended
hours; closed on some major holidays.
11. Produce an Annual Seattle Southside Report and present report to the City Lodging Tax Advisory
Committee, City Council, or other meetings, if requested by the City. Report will include a summary of
the annual marketing initiatives implemented, measured performance outcomes and ROI.
0..1004- _1154111111110
KG
SOUTHSIDE
Apil:216
Phase I - 21(116 MEd is Plan
Description
Audlaai a
I
tom os Sct *dole
cos
Total mat
N eel ingot, etcom
N eetingsNet 1lo ay
N ultlView Allsoclatioal Grail
NPI (MeelingsPralestionall1611)
/ Imelnkan Meetiogq, Ind
SGMP (Society al EIos1. Meel Ing P 1x Ifs.)
N1 Al (Nal Tonal lours llssoc.)
1811x156 Daily E•newslebel
win! 50 words copy
308x250 8 -newsletter
78"1. t 90 6-newsl.Rer
71: 1190 E -newsletter
7821 90 E -newsletter
35,000 subs
15,000 subs
61,000 subs
4,000 subs
5,000 subs
:1,170 Rdns5x/wl
5,10 Nuns3x/wl IN,W,F 01,12x mo avl
791 Inns Tues ays
93 Bcm Thursdays
e9 Buns Tuesc ay:
94'.
61,760
$1,200
51,480
51,000
55,682
$6,7711
5.1,41:1
51,9.18
531521
Digital Radio
Pandora (GeoTarget WA,OR,ID)
Pandora Demo target
Deadripden
:30 spots. 500400 display
3001250
Audlann.
Adults 2535,
Leisure Travelers
Digital • Programmatic 300,4250, 728x90, 160400, 300x50
Managed DSP Online/Mobile Banners Banners (Inc mobile, tablet)
GeoTarget Vancouver, BC, WA, OR, ID
Demo Targeting: Leisure Traveler, Meeting Planners, Behavorial Targeting, Travel contextual targeting
Performance analytk tees
Digital • Social Media
Facebook, Twitter
Ad sen ing/reporting
Click to website ad (text/logo)
Radio
Vancouver, BC radio :30 spots
CKNW-AM (N/T), CHQM-FM (AC), CFMI (CR)
Print
Alaska Air/Horizon Alr
Via (AAA Oregon/Idaho)
Journey (AAA Washington/Idaho)
Bonus: Journey enewsletter
1/3 Page Square
1/3 Page Square
1/3 Page Square
6/13 e -newsletter 400,020 banner
Adults 2535,
Leisure
Travel Enthusiast
Adults 25.
857,290
450,200
657,910
AAA opt in subs
(000) lions Ss:MMsM
Wilting Plaana Grout Subtotal 120,318
Coatfasr meat h Betaken
7,685 16 weeks (4 wks/nso)
28,000 March 1 -June 30
1,000 Monthly
1,350 9weeks (3wks/mo)
125 grps/wk
2,572 Apr, May, June
1,035 May/June
1,100 May/June
65
$18,750 575,000
$82,353
$7,492
$600 52,400
55,300 $47,042
(US funds)
55,615 516,845
53,930 53,930
$5,787 $5,787
Exhibit B
GREEN RUBINO
2076 PF ASE 7. CAMPAIGN
.lanuary �iotw � Marah 1 April
PEAK
It ne
4 11 11 25 1 1 15 22 79 1 14 11 ' 7e' 4 11 IS 25 7 5� 16 13 30 1 12 20 21
lug
4
:I1 le 25
(ventNanagetlxnl softWare servk es 2D'amond fisting banmiads on Seattle and T., 15
Pk Ta'a p. gat, eopy ee
Ieatune nN Annual $12.000
N 11AI N al ebook
Ft 11 Page Tel
flour Opelalars 700 Conference: Jan 31 -Fel 5 ;11,2511
Reunion Friendly 6etwonk I Il cage Nilitary l minionP inners 10,000 JanilFet,Anon el Diem ta J, h ay/Jt Ina, Sept/No, l ;19,620
Bookh y5eunkin.cam I istkq - Toil Reunia i Destination h kW/ I eunion P annere Annual $750
91611n Events Magazine: Ar Inn al Plan net's IislIna Sport Even Phnners 16,000 Mralel ;195
W SAS Null Pa gq it Membership Dilectory el Gunk s Meeting Kamen Anemia ;11,201
Ft N Pi gq in The Was( ington Eneautiw newslettn Quer erY
E. Nov/sloth 11
.loullney (AAAI Washingtan/Idand)
ExpeniencevA
Rrint
Was hing on SI a I a lnavel Piannea
Rack (laid
Certified Folde rs
Ct slam Ilblarl
AM op t in subs
75,000 Fet 8, Sept 14 15,000 ;110,000
Custom Hbllnl and conlenl l risme Tnevelen Opl-in 18,000 M ar, Oct, Annual forconlent $5,000
FWI N age, Inside kont COW
411' ll" Double Sided Card l l Map
Leisure Trn.e en 937,5011 Mndal
Tn eekr. in SS Mem Airponl 11710 ations Mnual
!15,371 115,37,1
93,640
GRAND TOTAL
Cosamwited Maeda Subtotal $318,920
MM Complete
Mat Complete
Me Complete
Mat due: 1/25
I, Mat due: 2/101
Matdue:1/29
Mat Complete
Mat due:4/20 - Mat due:7/20
Ir11pa. 45,421,000
Teta! Campari n $580,093
hxhibit C
Seattle Southside Regional Tourism
Authority: Interim Major Initiatives
Seattle Southside
Regiundl luurisni Hathority
3100 S. 176`x' Street I Seattle, WA 98188
tu6.5/5.1483 I SeattleSouthiside.corn
TABLE OF CONTENTS
2016 Major Initiatives
Marketing & Communications .3
Sales & Services 5
Visitor Services 8
1
WELCOME TO SEATTLE SOUTHSIDE
Seattle Southside features the pertect Blend of urban attractions and close -by natural wonders.
Centrally situated near Seattle -Tacoma International Airport, Seattle Southside provides an
ideal vacation base from which to explore the Pacific NoiiJlwest.
Call us or stop by the Seattle Southside visitor center and well gladly help you plan your ideal
vacation package. You won't want to miss The Museum uf Fliyht, Family Fun Center, VVestileld
SoutFicenter Mali and some of Seattle's best enterr(ainment, restaurants and slopping.
Every adventure needs a home base. Make Seattle Southside yours!
ABUUr SEATTLE SOUTHSIDE REGIONAL TOURISm AUT HUKITY'
Seattle Southside Regional Tuuris-rn Authority (K I A) is the official regional destination marketing
organization (UMW for the cities of Sea Tau, Tukwila and ides Moines. Seattle Southside RTA
prumutes the uurnbined communities as a destination branded "Seattle Suuthsidde" to create
increased economic impact through marketing the destination's numerous travel and Fourism
businesses. Seattle Southside RTA is highly regarded as an ettective organization and valued
witnin our communities, region and state.
VISION STATEMENT;
To puaifiun Seattle Southsideas a destination of choice for praautival travelers to Seattle while
enhancing the imaye, cunfidenue and econornic strength of the region.
MISSION S I A I EmEIVT:
As a brand -driven and entrepreneurial destination marketing organization, Seattle Southside RTA
pruvides advocacy and innovative services to competitively market the destination. 1 his function
helps u e to jobs, grow Fax revenues, and improve quality of life fur our businesses and residents.
MAJOK INITIATIVE'
I ne major initiative of 2016 for- Seattle Southside K I A is Tv complete a Live -year strategic plan.
Development of the plan will occur in the first half uf 2016, meanwhile the K I A will maintain interim
marketing, communications, business development, sales and vi itur services. Once Me plan is
complete a new majur initiative plan w►fi De developed.
2
MAKKETINIj & COMMUNICATIONS
I He marKeting and communications department prurnutee Seattle Southside as tfie pelfect
destination tor practical travelers through implementation of consistent, teryeted, proactive, cost-
effective marketing and media programs.
Key focus:
1. Continue heightening awareness about Seattle Southside as a destination;
2. Increase hotel occupancy through compelling domestic marketing programs;
3. Enhance engagement on Seattle Southside website and social networks;
4. Generate positive perceptions about the area;
5. Attract more groups, leisure travelers and business travelers
2016 -Interim Major Initiatives
(1, 3 & 5) Online and Print Media Campaign
Reinforce brand awareness initiative through print advertising campaign to attract visitors through
unique positioning, value and offerings. Purchase media placements/advertisements in both print
and online travel mediums luring visitors with the value and convenience of staying in Seattle
Southside and entice them with the appeal of favorite, familiar attractions in Seattle and other
lesser-known attractions in the Southside area.
Target segment campaigns:
• Shopping Excursions
• Travel from Canada
• Sporting Events
• Reunions
• Local Festivals & Events
• Extend Business Travel Stay
• FIT Leisure Traveler VC
• Family Friendly Get Away (Fly Fresh)
Direct mail e -blasts (ON campaign) will be sent out in target markets promoting packages. All
advertising includes a call to action for purposes of tracking, conversion and evaluation.
Increasingly evolve to stronger direct -response creative, utilizing online channels (banners, search,
blogs, etc.)
Continue and enrich targeted SEM and co-op interactive banner campaign in key geographic
markets to support promotional programs.
Continue progress in linking and integrating Seattle Southside products around "Home Base"
campaign.
3
(1 2 &4) Graphic Design & Printed Collateral Materials
Maintain quantities of printed collateral materials including Travel Planner, Dining Guide and Map.
(3 & 4) Social Media
Deepen connection between Seattle Southside audiences, leveraging the collective power of all
social channels. Use multiple media outlets to launch new products and services that engage
prospective visitors and encourage them to maintain a connection.
Utilize opt -in databases to reconnect with prospects, using sweepstakes and other incentives to
ensure customer value is maximized.
& 4) Public Relations
Ongoing media relations builds public awareness and usage of Seattle Southside services by
generating positive editorial media coverage; promoting Seattle Southside to various audiences.
Work proactively and reactively with local and regional media and area tourism venues. The RTA
strives to sustain a role as a helpful and dependable resource for media and travel writers, athletic
toumament organizers, meeting planners, business travelers, etc.
Send out relevant news releases, recruit and host travel writers and send out quarterly story idea
sheet. Educate critical stakeholders about the value and role of tourism in the local economy and
in enhancing the quality of life of all residents.
(2, 3 & Website Rebuild
Rebuild website to utilize customer relationship management software to maximize consumer
understanding and engagement of the integrated travel products and themes available in Seattle
Southside. Using multidisciplinary marketing approaches build interest and qualified traffic to the
site using all forms of paid and non -paid media.
Expand communication and connection with existing and prospective visitors through development
of a range of opt -in communication vehicles, maximizing automated messaging capabilities.
4
SALES & SERVICES
Seattle Southside RTA provides key leadership and helps build integrated marketing initiatives and
resources critical in connecting ana motivating Rey visitor segments.
Key focus:
1. Prospecting Opportunities & Acquiring Business - Establish Seattle Southside
as a value -driven, quality destination tor groups hosting events fur 10 to 200
people, with an emphasis on increasing off-peak bookings (weekends and October
to May). Target segments include:
Military Reunions
Tour and Travel
• Government and State Associations
• Spurts tournaments and conventions
• Other groups to parsue secondarily: Social, Military, Education,
Religious, Fraternal Groups, Health care/Pharmaceuticals, Corporate,
National/International Associations
2. Support Sales at Businesses and Hotels - Support the marketing and sales
needs of Seattle Southside tourism businesses and hotel sales teams to convert
opportunities to booked business.
3. Build Community with similar Organizations - Build relationships with the
regional tourism networR to create awareness about the Seattle Southside RTA and
take advantage of partnership opportunities.
2016 -Interim Major Initiatives
(1) Military Reunion Planners
Maintain current relationships with reunion planners and attend organized conventions in order to
develop new relationships. Emphasize the brand statement: "Seattle Southside: Your Rome Base
in the Pacific Northwest." Maintain memberships, and cooperate, network and parfficipate in co-op
marketing efforts where appropriate with the following trade organizations:
• Reunion Friendly NetworK (RFN)
• Your Military Reunion Connection (YMRC)
• I he Alliance ot Military Reunions (AMR)
Utilize mailing list to send letter ot introduction to military reunion planners with memento (lapel pin)
and area information.
Attend two marketplace conferences with RFN and meet with reunion planners interested in the
Northwest region. Follow up with sales calls.
Assist RFN with Seattle marketplace and incorporate Southside attractions and hotels in FAM trips
associated with this conference.
5
(1) Professional Travel Planners
Group leisure business can be developed through relationship building with professional travel
planners by inviting them on familiarization tours (FAM), continuously updating them on new
product offerings, maintaining current relationships with tour operators and attending organized
conventions in order to develop new relationships.
Maintain memberships, and cooperate, network and participate in co-op marketing efforts where
appropriate within trade organizations such as National Tour Association (NTA).
Attend NTA Convention and Go West Summit and meet with tour operators interested in the
Northwest region. Follow up with sales calls.
Purchase advertisement on the tab dividers of the tour operator's convention notebook for NTA
Convention 2015.
(1) Government and State Association Meeting Planners
Maintain membership, and cooperate, network and participate in co-op marketing efforts where
appropriate with the following trade organizations:
• Meeting Planners International (MPI)
• Washington State Association Executives (WSAE)
• Destination Management Association International (DMAI)
Attend MPI and WSAE annual conventions and other regional meetings and events to network
with decision makers and prospect for leads and marketing opportunities.
(1) SMERF Groups
Work cooperatively with teams to complete and submit request for proposals (RFP's) for hosted
events at Starfire Sports Complex. Identify local partners whose organizations may host larger
regional or national sporting events in partnership with Seattle Southside acting as the housing
agency for events held at various Seattle Southside sporting complexes.
(2 & 3) Communication with Business Associates
Routinely communicate to hoteliers and other business associates sales efforts and outcomes in
order to create awareness about what the RTA is pursuing, and take advantage of partnership
opportunities that may arise because of this awareness.
Routinely meet with hoteliers and other business associates to maintain relationships and evaluate
effectiveness of sales plan, making sure associates are aware of RTA services and opportunities,
and leveraging Seattle Southside assets.
Continue to pursue and research cooperative marketing opportunities that focus on the group
travel market.
Develop, organize, and meet regularly with a Southside Marketing/Sales Committee made up of
Marketing/Sales Directors of area attractions and hotels in order to strategize how to work together
6
to best leverage area assets, brainstorm co-marketing/sales efforts, and support each other's sales
efforts.
(2 & 3) Support Sales Efforts of Area Hoteliers and Business Associates
Provide area sales managers the tools to convert leads into booked business by:
• Offering to meet and greet during site visits
• Offering pre -meeting support including customized promotional videos and collateral,
welcome video, letter or appearance by official, and/or referrals to vendors, attractions or
restaurants.
• Providing planner with a connection to the region beyond the host hotel.
(1, 2 & 3) Cooperative Sales Initiatives
Emphasize the brand statement: "Seattle Southside: Your Home Base in the Pacific Northwest."
Establish cooperative, cost-effective initiatives, maintain memberships and participate in co-op
marketing efforts where appropriate with the following trade organizations:
• Visit Seattle
• Tacoma Regional CVB
• Washington Tourism Alliance
• Washington State Group Tour and Travel Association
• Washington State Hotel and Lodging Association
• Washington State Destination Marketing Organizations
• Western Association of CVBs
• Greater Seattle Chamber of Commerce
• Southwest King County Chamber of Commerce
Meet with DMO staffs to strategize how to work together in regards to Washington State groups
that rotate meetings from the East side of the state and the West side of the state.
(1, 2 & 3) Utilize Customer Resource Management, Prospecting and Evaluation Tools
Customer resource management is vital to any sales organization. Simpleview, a CRM created for
DMOs was implemented in early 2014. The RFP process has been optimized and will continue to
streamline and enhance sale efforts.
Utilize EmpowerMlNT, an interactive tool and cooperative research forum for DMOs around the
nation to allow for prospecting leads.
Utilize Event Impact Calculator, an interactive tool used to estimate the impact booked meetings
have on the community at large.
7
VISITOR SERVICES
Seattle 5outfisiae R 1A strives to increase visitor spending through enhanced concierge services
and engaging customer experience. Maintain relationships with local community and staReholders
with increased opportunities fur cross promotion.
Rey focus:
1. Visitur Information Centers — Operations of two Visitor Centers (VCs) that provide
personalized concierge assistance to visitors who request the services ot Seattle
Southside via in person, phone or email.
2. Local Businesses and Residents — Wurk with iucal industry business to promote
and increase tourism spending. Build awareness fur the local community.
3. Interns — Continue to build and nurture relationships with local community through
universities and community colleges.
4. Seattle Southside Shuttle — Manage service and partnership.
5. Fulfillment Activities — Fulfilling inquires and inventory management.
2016 -Interim Major Initiatives
(1) visitor Centers (VC)
The goal of both Visitor Centers is to inform intluential target audiences and increase visitor
volume, length of stay and tourist spending in the region by providing increased quality,
complimentary full-service cuncierge assistance including;
• Maps, directions, brochures and sightseeing and logistical yuides
• Advice on museums, theater, dance, opera and how to get tickets
• Detailed information on sports and local events
• Restaurant referrals and reservations
• Tour bookings & attraction tickets sales
• ransportation information
• Accommodation referrals & bookings
Westfield Southcenter Visitor Center
1 he visitor center located in the former concierge desk in Westfield Southcenter Mall has
proven to be successful year after year and will continue to he an important pari ot visitor
services in 2016. The VC is funded primarily by Tukwila lodging tax.
Seat ac Visitor Center
The RTA currently operates a vC at its office at 31UU 5. 1 /6th Street in the city ot SeaTac and
will continue to operate it. Based un feedback from travelers visiting the VC, the RTA will
explore ways to enhance the visitor experience at the VC consider e.g. small gift shop;
enhanced decor; three-dimensional map ot the Puget Sound; etc.
8
(2) Local Business and Residents
Local residents have significant influence on visiting friends and family in terms of encouraging
travelers to visit the destination. Highly visible VCs both in SeaTac and at Westfield Southcenter
help to better inform locals and potentially their traveling friends and family as to where to stay,
play, shop and dine through material distribution, social media, itinerary planning, ticket sales,
restaurant recommendations, promotional coupons, etc. The RTA will continue to remain visible
within this local community.
Seattle Southside RTA strives to build better partnerships with industry businesses through
increased opportunities for cross -promotion i.e.: nearby attractions, hotels, restaurants and
retailers. The VCs act as the main point of distribution and information of the Westfield shopper's
coupon book and promotes business through viral social media efforts. FAM trips will also be
organized through the VCs in order to help build awareness for the industry professionals working
in the area. These FAMs are geared towards educating those front line individuals who work
directly with the traveling public on the many resources within the local community.
(3) Internship Program
Continue to build on success of the internship for credit program by maintaining position on
hospitality advisory committees with local colleges, outreach through quarterly job fairs and
speaking engagements to build awareness for the program. The internship description will be
maintained and updated on the Seattle Southside website and advertised through social media
outlets. This program allows Seattle Southside RTA to give back to the local community as well as
strengthen the skills of future tourism professionals.
(5) Fulfillment Activities
Fulfillment services include fulfilling inquires for both leisure and group travelers, inventory
management, warehousing and shipping. Seattle Southside RTA recognizes the fulfillment
services are an extension of the brand and tied to the potential travelers' first impression of the
region when they receive a Seattle Southside visitor information packet, product or service. To
ensure the highest standard of quality and care in all facets of fulfillment services, the RTA will
continue to purchase labels and distribute materials nationally and internationally.
(4) Seattle Southside Shuttle
Seattle Southside RTA will continue to lead the Seattle Southside shuttle initiative. The shuttle runs
between SeaTac hotels and Westfield Southcenter at no cost to the rider and will continue to
achieve visibility for the area and increase the level of satisfaction of hotel guests and shoppers in
a cost-effective manner. The drop off/pick up location is located by the VC at Westfield in order to
provide tracking and an enhanced shuttle rider experience.
A shuttle ridership study conducted in 2014-2015 by an independent research firm H2R shows
riders spend $172/person on their trip to Westfield Southcenter and are very satisfied with the
service. A future study will be conducted to determine the need and feasibility for additional shuttle
pick up/drop off spots.
9
1 Dean Runyan
Associates
SEATTLE SOUTHSIDE
Travel Impacts, 2003-2015p
February 2016
SEATTLE 0
SOUTHSIDE
Regional Tourism Authority
SEAT ICE SUU I RSIDE
TRAVEL IMPACTS, 2003-2015P
TUKWILA, SEATAC, & DES MOINES
Prepared for The
Seattle Suuthside Regiunal Tuurism Authurity
31 UU 5. 176th street
Seattle, WasI ingtun 98188
Prepared by
Dean Runyan Associates, Inc.
833 5.w. Lleventh Avenue, Suite 920
Purtland, Oregon 9/205
(503) 226-2973
www.deanrunyan.com
Februai y 2016
SEA! I n Sou I HSIDE I RAVEL IMPACTS, 2003-2015P
TUKWID{, SEATAC & DEs MO NEs
This study, prepared for Seattle Southside Regional Tourism Authority, documents the
economic significance of the travel industry in the Seattle Southside area of King County
from 2003 through 2015. The estimates for 2015 are preliminary. The separate estimates
for Tukwila, SeaTac and Des Moines are reported at a summary level for 2015 only.
Overnight visitor volume estimates and average spending estimates for the larger Seattle
Southside are also provided in this report.
REPORT CONTENTS
The main body of this report contains five sections:
• Seattle Southside Trave/ Trends (annual estimates of economic impacts and lodging
sales for the larger Seattle Southside)
• Travel Impacts in Des Moines, SeaTac and Tukwila (summary estimates for 2015p,
only)
• Visitor Volume (major trends and characteristics)
• Detailed Spending and Visitor Volume Tables
• Detailed Impact Tab/es
The report also contains appendices that provide an overview of methodology and
definitions of terms and concepts.
INTERPRETATION OF IMPACT ESTIMATES
Users of this report should be aware of the following with respect to the interpretation of
these estimates:
• All monetary estimates in this report are expressed in currentdollars. There is no
adjustment for inflation.
• Sub -county estimates such as contained in this report are necessarily less reliable
than county and state level estimates because of data limitations. Nonetheless,
these estimates were generally prepared with the same methodology used to
estimate county and state level travel impacts and visitor volume.
DEAN RUNYAN A55uLIA E5 PAVE 1
SEATTLE SOUTHSIDE TRAVEL TRENDS
Travel spending in the Seattle Southside increased by 6.8 percent from 2014 to
2015(preliminary). Earnings, employment and travel -generated tax receipts also increased.
This was the fifth consecutive year of strong growth in the Seattle Southside travel industry.
$250
$200
8
2 $150
v
$100
0
2 $50
$0
Seattle Southside Travel Trends
Spending Earnings Employment Tax Receipts ($Millions)
($Millions) ($Millions) Local State Total
2003 389.8 122.3 4,410 15.2 21.2 36.4
2004 415.8 128.0 4,460 16.1 22.4 38.5
2005 454.6 139.7 4,710 17.7 24.3 41.9
2006 479.8 144.5 4,650 22.5 25.4 47.9
2007 519.8 155.1 4,800 25.0 27.4 52.4
2008 523.6 155.2 4,730 25.5 27.3 52.8
2009 456.1 146.8 4,450 22.5 24.6 47.1
2010 475.4 148.2 4,370 22.8 25.2 48.0
2011 506.8 150.4 4,360 24.0 26.5 50.5
2012 539.5 157.8 4,480 25.7 28.3 54.1
2013 566.5 169.8 4,650 27.3 29.8 57.1
2014 622.6 185.3 4,860 30.4 32.6 63.0
2015p 665.2 194.9 4,950 33.3 35.0 68.2
Annual Percentage Change
14-15p 6.8 5.2 1.9 9.6 7.3 8.4
03-15p 4.6 4.0 1.0 6.7 4.3 5.4
Seattle Southside Ledging Sales
11
II 1111i
u3 04 05 06 07 08 09 10 11 12 13 14 15p
Lodging sales (in current
dullars) were $237 million
in 2015 (preliminary).
Source: washingtun State
Department of Revenue. Co7ging
sales calculated from I% xdditiunal
Hotel/Mute) tax fur Des Moines,
Sea1acand 1 uRwila.
DEAN RUNYAN ASSOCIATES I'AGE 2
TRAVEL IMPACTS IN DES MOINES, SEATAC AND TUKWILA
The preliminary 2015 impact estimates for the three cities within the Seattle Southside are
shown below. Lodging sales are shown in the pie chart. In general, these estimates are a
function of lodging sales, the number of private homes for visiting friends and relatives, and
the volume of sales in other types of establishments that serve visitors (e.g., restaurants,
entertainment and retail). (Note: These small area estimates are necessari/y less reliable
than the estimates for the larger Seattle Southside due to data limitations.)
Travel Impacts within Seattle Southside, 2015p
1 ravel 1 ax Receipt)
Spending Earnings Employment local State Iota!
($Million) ($Million) (jobs) ($Million) ($Million) ($Million)
Des Moines 35.3 12.8 320 1.8 1.9 3.6
Sea I ac 265.5 81.0 2,040 13.3 14.0 27.2
Tukwila 364.4 101.1 2,590 18.2 19.2 37.4
Seattle Southside 665.2 194.9 4,950 33.3 35.0 68.2
Lodging Sales within Seattle Suutfiside
2015p
Des Moines,
$2.8
Source: Washington State Department of Revenue.
Lodging sales calculated from 1% Additional Motel/Motel
tax for Des Moines, Sea 1 ac and 1 u�Cwila.
Although Tukwila has the
greatest estimated visitor
spending, SeaTac has 70
percent of all lodging
sales. However, its share
of visitor -related sales in
food services,
entertainment and retail is
comparatively smaller.
DEAN RUNYAN ASSOCIA I ES PAGE 3
VISITOR VOLUME
Visitor Nights (Millions)
4.0
3.9
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3.1
3.0
All Overnight Person -Nights
03 04 05 06 07 08 09 10 11 12 13 14 15p
Rotel/Motel Visitor -Nights, 2015p
(Percentage of All Overnight)
Seattle Southside
King Comity
Washington State
0% 20% 40% 60% 8u% iuu%
Visitor Air Arrivals at SeaTac International Airport
uomestic Flights
6.0
0 5.5
ro 5.0
4.5
4.0
03 04 u5 Ob 07 08 09 10 11 12 13 14 15p
The estimate of all overnight
visitor -nights (the number of
nights that all individual visitors
stayed in the Seattle Southside) is
shown in the top line chart. The
overall trend in visitor volume
corresponds to the trends in
travel spending and related
impacts shown previously.
More than eighty percent ut all
visitor nights in the Seattle
Suutfiside are attributable to
Hotel/Motel Sidys. This
percentage is much greater than
tor King County and Wasfiingtun
State. rSee bar chart to JEW.)
Visitor air arrivals (domestic only)
to SeaTat. airpurf Have also
increased for the sixth year in a
row. (Nore: Vi5iri i ail a,,,vals do
not inctu 'emu, t4hrs rhat were
initiated at Sea lac, urn pa.5.,er/ge/
making connecting flights.)
Source: U.S. Department of
Transportation Airline Origin and
Destination survey.
DEAN RUIcIYAFI ASSUC:IA I ES
PACE 4
DETAILED SPENDING AND VISITOR VOLUME TABLES
The following three tables are inter -related. The first, Visitor Spending by Type of Traveler
Accommodation, reports the total annual spending estimates for each type of visitor. The
second, Average Expenditures for Overnight Visitors, reports the average daily and average
trip expenditures for each type of visitor for 2015p. The third table, Overnight Visitor
Volume, reports annual visitor volume for each type of visitor. Volume is broken out in
terms of trips and nights and visitors (persons) and travel parties. In general, multiplication
of an average spending numbers with the appropriate volume number will yield the annual
total spending number for that type of visitor. (See appendix B.)
Day travel represents Tess than five percent of all visitor spending in the Seattle Southside
($24.8 million in 2015p). Due to data limitations, reliable estimates of visitor volume and
average expenditures cannot be reported for day travel.
Visitor Spending by Type of Traveler Accommodation ($Million), 2005-2015p
2005 2007 2009 2011 2013 2014 2015p
A l l Overnight
Hotel, Motel
Other Overnight
Day Travel
Spending at Destination
429.8
414.2
15.6
18.8
448.6
491.9
475.6
16.3
20.1
512.0
431.4
414.7
16.7
18.3
449.7
477.4
459.2
18.2
20.5
497.9
535.3
516.0
19.3
22.5
557.8
590.1
570.1
20.0
24.1
614.2
634.0
613.7
20.3
24.8
658.8
Note: Destination spending does not include ground transportation expenditures for travel to other
Washington destinations.
Average Expenditures for Overnight Visitors, 2015p
Travel Party Visitor (Person) Party Length of
Day Trip Day Trip Size Stay (nights)
Hotel, Motel $402 $952 $188 $442 2.1 2.4
Other Overnight $72 $265 $36 $128 2.0 3.7
All Overnight $350 $879 $166 $409 2.1 2.5
Overnight Visitor Volume, 2013-2015p
Visitor -Nights (000) Party -Nights (000)
2013 2014 2015p 2013 2014 2015p
Hotel, Motel 2,945 3,126 3,274 1,376 1,464 1,538
Other Overnight 556 565 571 273 278 284
All Overnight 3,501 3,690 3,845 1,649 1,742 1,822
Visitor -Trips (000) Party -Trips (000)
2013 2014 2015p 2013 2014 2015p
Hotel, Motel 1,257 1,334 1,397 581 618 649
Other Overnight 155 158 159 74 75 77
All Overnight 1,412 1,491 1,556 655 693 726
DEAN RUNYAN ASSOCIATES PAGE 5
DETAILED IMPACT TABLES
The following table shows spending estimates for all categories of visitors, including day
travel, earnings and employment estimates by industry sector, and travel -generated tax
receipts.'
Seattle Southside
Travel Impacts, 2005-2015p
2005 2007 2009 2011 2013 2014 2015p
Total Direct Travel Spending ($Million)
Destination Spending
Other Travel*
Total Direct Spending
448.6 512.0 449.7 497.9 557.8 614.2 658.8
6.0 7.8 6.4 8.9 8.7 8.4 6.4
454.6 519.8 456.1 506.8 566.5 622.6 665.2
Visitor Spending by Commodity Purchased ($Million)
Accommodations 150.8 190.8 154.4 168.4 191.1 219.8 249.2
Food Service 121.7 132.5 124.8 138.7 158.4 172.1 184.4
Retail, Entertainment & Local Transport 176.1 188.7 170.4 190.8 208.3 222.2 225.1
Destination Spending 448.6 512.0 449.7 497.9 557.8 614.2 658.8
Industry Earnings Generated by Travel Spending ($Million)
Accom. & Food Serv. 100.9 115.5 110.9 112.8 128.4 139.0 147.0
Retail, Entertainment & Local Transport 38.8 39.6 35.9 37.6 41.4 46.2 47.8
Total Direct Earnings 139.7 155.1 146.8 150.4 169.8 185.3 194.9
Industry Employment Generated by Travel Spending (Jobs)
Accom. & Food Serv. 3,380 3,550 3,290 3,180 3,450 3,590 3,680
Retail, Entertainment & Local Transport 1,340 1,250 1,160 1,170 1,200 1,260 1,270
Total Direct Employment 4,710 4,800 4,450 4,360 4,650 4,860 4,950
Government Revenue Generated by Travel Spending ($Million)
Local Tax Receipts 17.7 25.0 22.5 24.0 27.3 30.4 33.3
State Tax Receipts 24.3 27.4 24.6 26.5 29.8 32.6 35.0
Total Local & State 41.9 52.4 47.1 50.5 57.1 63.0 68.2
Details may not add to totals due to rounding.
*Other Travel reflects ground transportation expenditures for travel to other Washington destinations.
' The economic impacts tor tfie Seattle Suatfiside du not include travel to and from SeaTac International
Airport. This passenger air travel accounted tor 10,600 jobs with earnings of $950 million in 2014.
DEAN KUNYAN ASSOCIATES PAGE 6
APPENDICES
APPENDIX A: KEY TERMS A11D DEFINITIONS
APPENDIX B: 1 KAVEL IMPACT INDUSTRIES MATCHED TO 2007 NAICS
APPENDIX C: RELATIONSHIP BEiwEEN SPENDING AND VOLUME
APPENDIX D: REGIONAL I RAVEL IMPACT MODEL
DEAN RUNYAN ASSOCIATES
PAGE /
AVPEIaDIx A
KEY I ERMS AND DEFINITIONS
ECONOMIC IMPACTS
Commodity: A classification of a product or service, such as lodging or food service. An
establishment or industry may produce more than one commodity.
Direct Impacts: Employment, earnings and tax receipts direct/ygenerated by travel
spending, as distinguished from secondary and total impacts.
Earnings: Earnings include wage and salary disbursements, other earned income or
benefits, and proprietor income. Only the earnings attributable to travel expenditures are
included.
Employment: Industry employment (jobs) associated with travel -generated earnings.
Includes both full-time and part-time positions, and salaried or self-employed individuals.
Employment is reported as an average for a time period, typically annual. (Unless
otherwise noted, the employment estimates refer to establishment or industry employment
at place of work, not the employment status or residence of the individual.)
Industry: A classification of business or government establishments based on their primary
technological process. (See NAICS Appendix table.)
Local Taxes: Lodging and sales taxes imposed by King county and the other local
jurisdictions in the Seattle Southside region.
Other spending: See Travel spending.
Private Home: Unpaid overnight accommodations of friends and relatives.
Receipts: Travel expenditures less the sales and excise taxes paid by the consumer.
State Taxes: Lodging, sales, motor fuel, and business and occupation tax imposed by the
state of Washington.
Total Impacts: The sum of Directand Secondary impacts.
Travel spending: The sum of visitor and other spending related to travel. Other spending
includes spending by residents on ground and air transportation for the purpose of travel to
other destinations and spending on travel arrangement services.
Visitor spending: All spending on goods & services by visitors at the destination. Also
referred to as destination spending.
DEAN RUNYAN AS5Uc_IAI ES PAGE 8
VISITOR VOLUME
Length of Stay: The number of nights that a visitor or travel party is away from home on a
trip.
Night: Applies to overnight visitors only. The number of nights on a trip is the length of
stay. The count of days and nights is generally equivalent for overnight visitors. (See trips.)
Party -trips: The number of trips to the destination by travel parties. Party -trips are equal to
the number of Visitor -trips divided by the average party size.
Party -nights: The number of nights or days that travel parties stayed at the destination.
Party -nights are equal to the number of visitor -nights divided by the average party size or
the number of party -trips multiplied by the average length of stay.
Party Size: The number of individuals (adults and children, including non -household
members) that are traveling together and are sharing the costs of travel.
Room Demand: A count of the number of hotel/motel rooms that are sold on a nightly
basis over a given period of time. Also referred to as room nights so/d.
Travel party: A travel party includes all visitors (adults and children) traveling together.
The party size represents the average number of visitors or persons in the travel party.
Trip: A trip may include more than one day or night at a destination. For overnight visitor
categories, the total number of trips will be less than the number of nights. The length of
stayfor the trip represents the number of nights (or days) at the destination.
Visitor: An individual traveler that stays overnight away from home in paid or unpaid
accommodations, or a day visitor that travels at least fifty miles one-way from home on
non -routine trip.
Visitor Air Arrival: A passenger who travels by air and initiated the trip at another
location. Visitor air arrivals do not include passengers who are returning home from a trip
to another destination or passengers that are making a connection to another flight.
Visitor -trips: The number of trips to the destination by visitors or persons. This is also
equivalent to as the total number of visits.
Visitor -nights: The number of nights or days that visitors (persons) stayed at the
destination. Visitor -nights are equal to the number of visitor -trips multiplied by the average
length of stay.
DEAN RUNYAN ASSOCIATES
I'AGE 9
APPENDIX B
TRAVEL IMPACT INDUSTRIES MATCHED lu NAILS
TRAVEL IMPACT INDUSTRY NAICS INDUSTRIES* (wdc)
Accommodation & Fiiod Seg vices
Arts, Entertainment & Recreation
Retail
(ground Tranapor[ation
Accommodation (/21)
Food Services and Drinking Places (722)
Residential Property Managers (531311)
PeFFFon i ii ng Arta, Spectator Spars (7i,)
Maacuma (712)
Amasement, Gambling (/13)
Scenic and Sightseeing Transportation (487)
Miscellaneous Industries (see note**)
Food & Beverage Stoles (445)
Gasoline Stations (44/)
Clothing and Clothing Accessories Stores (448)
Sporting Goods, Hobby, Book, and Music Stores (451)
General Merchandise Stores (452)
Miscellaneous Store Retailers (453)
Interurbanf acid rural bus transpvrration (4852)
Taxi and Limoosine Service (481)
Charter Bus Industry (4855)
Passenger Car Rental (53211 1)
Parking Lots and Garages (812930)
Notes: *uovernment enterprizes (e.g., park systems) are included in this classitication.
"'Includes parrs of industries in other sectors (e.g., accommodation, Charter baa).
A mere detailed description of these industries can be found at http77www.ntis.govmaics.
DEAR Ru YAR AS50CIAIES
PAGE 10
ArPEIIDIx C
RELATIONSHIP BETWEEN SPENDING AND VOLUME
The Spending, Average Expenditures and Volume tables are computationally related as
shown below.
• Spending equals Average Expenditures multiplied by Volume for comparable party/person
and n ight/trip categories
• Travel parties and persons are related by division or multiplication with Party Size
• Trips and nights are related by division or multiplication with Length of Stay
Visitor Spending by Type of Accommodation ($Million), YEAR
All Overnight
Hotel, Motel
Private Home
Other Overnight
Campground
Vacation Home
Day Travel
Spending at Destination
YEAR
656,000 x $79 = $56,100,u00 (calculated from person -trips) 56.1
160,000 h $200 = $32,008,000 (calculated trom party -nights)
1,030,000 X $20 = $20, 60U, 000 (calculated fim,, p8i.5a,,-,1ights/
10,000 x $35u = $3,5uu,uuu (calculated frim party -trip,)
32.0
20.6
3.5
3.0
0.5
30.0
86.1
Average Expenditures for Overnight Visitors, YEAR
Travel Party Visitor (Person)
Nights
Trip Nights
Party Length of
Trip Size Stay (nights)
Hotel, Motel $2uu $340
Private Home $50 $130
Other Overnight $117 $350
All Overnight $494 $214
$83 $142
$2U $52
$34 $103
$197 $86
2_4 1.7
2.5 2.6
3.4 3.0
2.5 2.3
Overnight Visitor Volume, YEAR
Visitor -Nights (000) Party -Nights (000)
YEAR YEAR
Hotel, Motel
Private Home
Other Overnight
All Overnight
160 x 2_4 = 384
1,030
102
1,516
16u
412
30
602
Visitor -Trips (000) Party -Trips (000)
YEAR
YEAR
Hotel, Motel
Private Home 1,030/2.6 =
Other Overnight
All Overnight
226
396
34
656
94
158
10
263
DEAN RUNYAN ASSOCIATES PAGE I I
Employment
(By Industry)
APPENDIX D
PRIMARY DAI A SOURCES
Room Demand,
Visitor Surveys,
Population,
Inventory/Use of
Campsites &
Second Homes,
Visitor air
arrivals
Accommodation
Sales,
Visitor Surveys,
Airfares
/rote: Keceipts equals
Spending less
KOS Taxes
Ratio of
Earnings to
Receipts for
relevant
Industry
Average
Annual
Earnings per
job for
relevant
industry
7
J
REGIONAL TRAVEL IMPACT MODEL
Visitor Volume
(I ravel Party Days By
1 ype of
Accommodation)
V
ECONOMIC IMPACTS OF TRAVEL
Visitor Spending
(Type of
Accommodation and
Type of Commodity)
V
Business Receipts
(not reported)
V
Earnings
(By Industry)
V
Point of Sale Taxes
(Sales and Excise Taxes
associated with Visitor
Spending)
Business Taxes
(State Income Taxes)
Personal Taxes
(Local, state and
federal income and
payroll taxes)
Note: Most estimates of taxes
are based on implicir Fax razes
applied to visitor spending,
business receipts, and
employee earnings. Lodging
Fac receipts r IFCT aura& TaA
co77Ccria��s.
DEAN RUNYAN AS5UCIA I ES
PAGE 12
SEATTLE OM
UTHSIDE rill
Shuttle Bus economic Impact Study
Preparec by:
H2R
MARKET RESBA RC F
Project Cv
PURPOSE
ery
iew
The purpcse of the Seattle Socthsiide Shuttle Bus Econcmic Impact Study was to estimate shopping
revenue generated from shuttle bus riders as well as provide a prcf'le of those who usec the shuttle to
visit the Westfield Southcenter.
TARGET AUDIENCE
The Seattle Southside Shuttle Bus survey was cicnducted among those riding the Shuttle Bus for the past
9 months. The surveys were distributed by shuttle drivers anc passengers were asked to fill out the
surveys and return them upon departing the shuttles.
SAMPLE
A tctal of 1,865 responcents were interviewed for this stucy providing a maximum margin of errcr cf
+/-2.3% at a 951% cc nfid a nce interval.
2
Executive Summary
Seattle SNuttlebus Offers Great Ser
vice
• Travelers to the Seattle Southside area only use a handful
of hotels to catch the shuttle, and most hear about the
service at the front desk of their hotel.
• Those who use the shuttle to travel to the Westfield
Southcenter are primarily shopping and dining and spend
around 3 hours at the shopping center.
• Shuttle riders spend around $172/person* on their trip to
the shopping center, with those visiting from outside the
United States spending more ($190 vs. $158).
• Shuttle riders were very satisfied with their experience on
the shuttle bus. More than nine in ten riders indicated
they were somewhat/very satisfied with the friendliness of
the driver, the cleanliness of the shuttle and the comfort of
the ride. Additionally, 85% indicated they were satisfied
with the timeliness of the shuttle.
• Finally, eight in ten shuttle riders would recommend the
services to their friends. However, the word-of-mouth
buzz is fairly low (5%). Giving visitors the tools they need
to recommend the shuttle service will only help increase
ridership and the amount of money spent in the area.
*Only those who spent at least $25 were included in the calculations.
Seattle Southside Shuttle Rider Profile
01
Shuttle Pick -Up Locations
The most pc pular Iccations to catch the Seattle Southside shuttle include the Doubletree, Hiltc n, Crowne
PIlaza, Radisscn and Holidays Inn Express.
26%
15%
12%
110%
6%
Doub!etrele by HII1Icn Hilton Seattle) Airport & Crowne Plazas Sleattle Radisson Hotel Seattle Holiday Inn Expre5I$I
Seattle Airport Corlere nce Center Airport A irpe ntl Held & Suites Seattle -
Sea Tac Airport
Q41: Brom w F ich 9eallac halal c id y ou c,atcI the' st c ttle?
RBSPON DEN11 BASE: AUL REIEIRCINEIENIS 1 N=1,aEI9
Hea ring About Shuttle Serviices
The front desks cf the hotels are the bE st marketing avenue for the shuttle services, Very few ride rs heard
about it from the other sources available.
Hotel front desk
Word of mouth II 5.0%
Hotel website 1 11.9%
Shuttle brochure or webs ite 1 1.3%
Meeting planner 1 L3%
Vlisitor Center 1 0.4%
Seattle Southside website o r vacation planner 1 0.4%
Saw the shuttle driving by 10A%
Other 1 2.2%
871%
05: How dic yoi find out about the sin the scirvic eil
RE5IFONDEINT BA51B: ALU RESPONDEI\TSI 1 N=11,865
Prima ryi Purpose of Trip to the Area
More peaple came to the Seattle Southside area for business than leisure and several were in the area on a
combination leisure/business trip. Interestingly, those coming from Canada a re much more likely to be visiting
for leisure (36%).
Leis
ure
Business Mix of Leisure & Business
32% 42% 12%
Convention
3
QEI: What was the primary n rpose of your visit to Om e fleet le Sot thsiide area on this
part( L lar triFll
8
RESPONDENT BA 98: AR FIEI9ROND8N119 1 F=1,8EI9
Activities and Time Spent at Westfield Southcenter
Shopping anc c ining were the most popular activities part'cipated in at the Westfield Southcenter, Most
visitors spent an average of just under 3 hours at the shopping center.
Activities' at Westfield
Shopping
Dining
Entertainment II 9%
Nightlife I2%
Other I3%
59%
90%
Time Spent' at Westfield — 2.8 Hours
4 hours
9+ hours < 1 hour
6% 30A, 1 hour
9%
2 hours
31E%
Q8: What actiy ities dic you e) perienae at the W estfielc Soutl• center di ring y aur y isit?
Q9: How long c id y ciu spend at tf a 9f opping center on if is pito. lar oaoasiiona
9
RESPONDENT SASE: A LL RB5RCIN C'9N11S N=1,8EI9
Moneys Spent at the Shopping Center
The ave rage ride r s pent ap proximately $172 c n the it trip to the Wlestf ie Id Southce me r. The se visiting from
e uts id the United State sl anc thos a with higher incomes spent the rr ost on their trip.
$167
$177
_$165___
$185
$165
$119
$11621
$201
$158
$181
$190
18-34YR5 319-94YRSI 5194 Families Adulllsl HH Inccme HH Income HH Income Ur Ned Cana dian Visitors
< $50k $9Ck - $99k $ICCIN + Stapes. Visitors frorr
Visitclrs Cite r
Countries
_, _ 172
Per Pusan*
WO: Approximately how rr uch money dic VOL spend or tF is outing to the Westfield
Slot. timer ter?
4C1rily those who s pent at least $25 were inclt, c ed in tF e calculation!.
110
RBSPONEBNT BASE: AUL FI9'_IRCNfEIN1I51 1 N=1,8EI9
Satisfaction with Shuttle Services
Shuttle riders were very satisfied with the services provided. They found the drivers to be friendly acrd the
shuttles to be clean and comfortable. Even though timeliness scored lower than the other areas, it still earned
a very good score
92%
Overall! satisfaction
Somewhat/Very Satisfied
911% 92%
Frier c Iiness of
the c river
Clear lir ess of
the shuttle)
85%
Timeliness of
the shuttle
90%
C cimfcirt of
the ride
Q]I1: Using thea scale provic ed, please nal El how satisfied yoL were with yot r experience with
th e shuttle serviae y L sed far transport ation to arid lrorri the shopping) canter across th e
following Eireas:
11
RE9RCIN DENT BA 9E: AUL R9'_IRON DENT51 1 P=1,f165
N
et Promoter Score
NRS (Net Promoter Scare) is a measurement tool used across industries tic evaluate net consumer
satisfaction using a single point of accountability. Given the importarce of social media and positive word cf
mouth advertising, it is mission critical that brands monitor their level of brand aidvocacyl and the Net
Promoter Scare is considered ane of the best tools for doing sc.
"How likely are you to recommend this shuttle service to a friend or fa mily member?"'
DETRACTORS
Net Plromoile r Score = l% Who are Promoters) —
940
PROMOTERS
% Who are Detractors)
Developed k y Satmatrix, Bain & Company, anc Fred Reiaht odd in TP e Ultimate QL estion
12
Net Promotes Score
Hight in ten shuttle riders would recorr mend the service to frTe ndsl/fan- ilyl anc only 7% would not—providing a
net score of 73%. Those over the age of 55 and these lining the closest to the area are rr ost likely to
recommend the shuttle SE rvice to others)
Ove r a I I N HSI
• Promoters (91-10) NEullnalls (711-8) • Detractors (CI -6)
Net Promoter Score Hyl Category
18-34 YRS
35-94 YRS
55+
Families
Adults
H H Income < $5C k
HH I nccme $50k- $9S k
HH Income $10C k +
United Stales Visitc rs
Canac tan Visitc rsi
Visitors 11rom Cther Counllriesi
60%
40%
180%
94%
74%
74%
719%
78 %
74
89%
84%
Q113: Using the scale provided, pleas a inc lute haw likely y ou would t el to rec cur mend th
sh uttle serviae to friends or family mernl or?
]I3
RESPONDENT BASE: P 11 RHSPON DENTS 1 N=11,865
Demographic Profiles
Foreign visitors had the largest party sae and„ along with families, had the highest income and were most likely to use
the Visitors Center located in the shopping center.
Overall Families Adults Unitled States Canadian Foreign
Visitors Visitors Visitors
# cf Recple in Shuttle Plarty
2.6 2.6
2.5 2.2
2.3 3.5
Visited Visitor Center
36% 42% 34% 32% 41% 43%
%IV
ale
30% 4O% 26% 2E% 45% 36%
Female
/7O% 60% 74% 714% 55% 64%
Average Adults Respondent Age 40 40 4C 42 48 35
Rami
les
29% 1CC% 0% 26% 43% 32%
Ac ults
711% C% 100% 74% 57% 68%
HH Income $1O5k $125k $SEk $96k $112k $128k
14
Thank
You!i
aroutte@i l2rma rldetresiearch.com
417.8 717.71808
el 17171 E Republic Road, Suite C
Springfield, MC 65804
@H2RMIdtResearch
H2R MARKET RESEARCH
Know Your Custorrer
City of Tukwila
Allan Ekberg, Mayor
Mayor's Office - David Cline, city Administrator
Staff Memorandum
Lodging Tax Advisory Committee Funding Request
Name of Applicant:
The Museum of Flight
Address:
9404 East Marginal Way South, Tukwila, WA 98108
Total Funds Requested:
$35,000
About the Applicant:
Museum of Flight, a non-profit, is recognized as one of the premier aviation and space
museums in the world. The Museum is home to over 150 air and space craft spanning all
genres and time periods. Over the last year the Museum has averaged just over 520,000
visitors. With Boeing celebrating its 100th year anniversary and the opening of the new aviation
pavilion, the Museum of Flight is anticipating 650,000 attendees in 2016.
Over the last few years the Museum has increased its reach into eastern Washington, British
Columbia, and Oregon. Besides aviation tourist enthusiasts, the Museum is also a draw for
military affinity groups, industry professionals, and engineering and technology professionals.
The Museum is also recognized as one of the premier event spaces in Seattle, offering a wide
variety of space and event services.
Funds Previously
Awarded:
The Museum of Flight has received lodging tax funds in the past. Last year the Museum
received $35,000.
Funding Request Narrative:
The Museum request for funding would support four high profile events at the Museum. These
events include, the grand opening of the aviation pavilion (occurring over Father's Day
weekend); Jet Blast Bash and Seafair Activities; the Museum of Fright; and Santa Fly In. The
City will be considered as sponsor of these events and in some cases be the presenting
sponsor.
Staff Comments:
The Museum of Flight is a major draw for residents of Puget Sound; tourists in the area (either
staying in the Southside region, Seattle, or Bellevue); and aviation tourists. With an estimated
draw of 650,000 attendees, the Museum provides an excellent opportunity to promote the City
and region. Staff intends to work with the Museum to engage attendees at these events and
Tukwila City Hall • 62J Surzthcenter Boulevard • Tukwila, WA 9&88 • 206-433-1800 • Website: T kw:1uWA.yw
Museum of Flight
May, 2U 16
Page 2
created reason for the attendees to come back to the City (i.e. coupons, contests, discounts,
etc.).
Finally, supporting the Museum of Flight activities helps build destination experiences in the
City. Both overnight and day visitors come to the IDluseum, have a positive experience and
then tell their friends and families.
Staff Recommendation:
Approval.
Notes:
A final scope of work, uunsistent with the approved application, will be finalized By the City and
the applicant. Additionally, the applicant will need to enter into a services uuntrct with the City.
Both the scope of work and contract need to Be reviewed By the city Attorney_
Phone: 206-433-1800 • Email: Mayur@TukwilawA.gov • website: TukwilawA.gov
Museum of Flight
Draft 2016 Scope of Services
For Discussion Purposes Only
Total Value: $35,000
1. As needed, contractor shall refer visitors and convention planners to Seattle Southside Regional
Tourism Authority (SSRTA), a destination marketing organization for the City, for assistance with
lodging, restaurants, attractions, transportation companies, etc. or directly to the City.
2. Contractor will encourage 3`d party organizers holding events at the Museum to utilize Seattle
Southside (Tukwila, SeaTac, and Des Moines) hotels. Contractor will, when appropriate, provide
3rd party organizers a one page promotional flyer as an attachmentto its rental contracts. The
content of the flyer will be mutually agreed upon by the City and the Museum.
3. The Museum will invite City staff and SSRTA staff members to present to Museum staff and/or
volunteers to SSRTA guest relation program in order to ensure staff and/or volunteers help
promote tourism in the City in partnership and through the City and SSRTA.
4. The Museum will work with the City's partner, SSRTA, to create vacation packages directed
toward overnight guests.
5. The Museum will seek public relations opportunities to recognize the City in press releases,
posters, etc.
6. The Museum will include the City in any donor listings.
7. The Museum will publish an article in a 2016 issue of Aloft magazine (read by over 50,000
people) about the City of Tukwila. The article could include a discussion about things to do
outside of the Museum on visits to the City, dining options, and/or stories of interests as well as
highlighting the Museum —Tukwila partnership. The City will have the opportunity to provide
input to the content of the article.
8. The Museum shall contribute an article to one edition of the City's section of the Tukwila
Reporter or Hazelnut (as deemed most appropriate by the City) about the partnership and
corresponding economic impacts. The insertion shall include a redeemable Museum coupon for
City residents.
9. As deemed most appropriate by the Museum, use the #Tukwila, #CityofTukwila, or the name
"Tukwila" in social media posts on Facebook, Twitter, Google+ and/or Instagram.
Total Value: $5,000
10. The City shall be listed as a sponsor for the Aviation Pavilion Grand Opening/Father's Day Event.
As a sponsor the City shall have the following benefits:
a. Dedicated booth next to the aircraft of your choice on Saturday, June 18th. The booth
can feature discounts to local stores, information about things to do, information on
hotels, and other collateral and products from companies located in Tukwila.
b. City logo on schedule of events collateral for the grand opening weekend (June 25th).
c. Signage and exposure in the Aviation Pavilion through July 13tH
Total Value $10,000
11. The City shall be the presenting sponsor for the Jet Blast Bash/Seafair Activities on August 6th
and 7th. As the presenting sponsor the City shall have the following benefits:
a. Acknowledgment on the Museum's Jet Blast Bash webpage with linked logo.
b. A prime dedicated 10 by 10 tent with 6' tables for giveaways, information, and/or for
hospitality. Museum understands the City will use its booth to promote other
businesses in the City or make the booth available to SSRTA.
c. Photo booth opportunity at VIP viewing party with I<3 City of Tukwila (or similar props)
included and opportunity for guests to take home their photos.
d. Minimum of five social media cross promotion posts leading up to and during the event.
City can use the cross promotions to promote activities, dining, shopping, and hotels in
Tukwila.
e. Opportunity to put promotional items in VIP guest goodie bags. Promotional items could
be discounts and coupons for activities, dining, shoppipg, and/or hotels in Tukwila.
Total Value $10,000
12. The City shall be listed as the presenting sponsor for the "Museum of Fright Family Halloween
Event." As the presenting sponsor the City shall have the following benefits:
a. Acknowledgment on the Museum of Fright webpage with linked logo.
b. Minimum of five social media cross promotion posts leading up to and during the event.
c. Dedicated table space to provide information and giveaways about City Hospitality
resources.
Total Value $5,000
13. The City shall be listed as the presenting sponsor for the "Santa Fly In" on December 3' or 10tH
As the presenting sponsor the City shall have the following benefits:
a. Acknowledgment on the Santa Fly In webpage with linked logo.
b. Minimum of five social media cross promotion posts leading up to and during the event.
c. Dedicated table space to provide information and giveaways about City Hospitality
resources.
Total Value $5,000
Application to the City of Tukwila fur Use of 2016 Lodging Tax Funds
Event or Activity Name (if applicable):
Amount of Lodging Tax Requested:
$35,000
Applicant Organization:
The Museum of Flight
Federal Tax ID Number:
91-085826
Mailing Address:
9404 East Marginal Way South, Seattle,
98108
Primary Contact Name:
Jeff Bauknecfit, Grant Program Manager
Primary Contact Phone:
206.768.7198
Primary Contact Email Address:
jbauknecht@museumofflight.org
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 ur operated by a non-profit organization.
Operation andjor 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.
✓ Non -Profit (Note: Attach a copy of your current nor r-protit corporate registration from the
Washington Secretary of State Office)
Public Agency
For Profit Agency]Business (Washington State UBI Number:
I am an authioriLed agent of the organization/agency applying for funding. I understand that:
• I 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 tfie City; and tile tor a
permit for use of city property, it applicable.
• My agency will be required to submit a report documenting economic impact results in a
tormat determined by the City.
May Ib, 1016
Signature: Date:
Matt Haves, VP & cFo
Printed or Typed Name:
1) Describe your tourism -related activity or event.
The Museum of Flight is one of the premier educational air and space museums in the world,
with a projected 2016 attendance of 650,000. Visitors come to the Museum for numerous
reasons including meetings and conferences, individual and group education programs,
research for historical and scholarly projects and simply for personal enjoyment.
Exhibits include restored air and space artifacts from the first century of flight and a library and
archives which holds the largest book, periodicals, manuals and photographic collection on the
west coast of the US. The Museum is also a Gold Standard for informal science, technology,
engineering & math (STEM) education programs, and is respected as a leader and mentor for
similar organizations implementing their own programs. Each year the Museum impacts more
than 150,000 youth and educators through these education programs.
2) If an event, list the event name, date(s), and projected overall attendance.
he Museum proposes to use the funding frum the City of iukwila CAL to support broad
messaging tor the Museum and support uf the following special events which have proven to
be very pupular with visitors over many years or are anticipated to drive large numbers uf
tuurists.
• Aviation Paviliurr Grand Opening/Father's Day Event: Grand opening week fur the
Museum's new 140,uuu square foot pavilion Housing 19 uf the Museum's iconic aircraft.
• Jet Blast Bash/Seafdir Activities: This is the week the Marine's Blue Angels visitand caIl
the Museum uf Flight home. Daily training flights and then perfurrirdnces un Saturday
and Sunday draw the largest crowds of the year.
• "Museum of Fright Family Halloween: uur Ralloween special event where aviatiun
spirits wine tu life and the science and mystery of flight are found thruughuut the
Museum's entire campus.
• "Santa Fly In": This huliday-themed special event has been a Museum member favorite
fur many years. Santa flies in by means of airplane ur helicupter and meets the families
fur holiday fun and activities. Row does a reindeer fly?
In addition to the Highlighted programs listed above, please find a listing ot our 2015 public
programs fur a bruad perspective of the diversity of programs we offer.
3) Is your event/activity/facility focusing one attracting overnight tourists, day tourists, or both?
1 he Museum focuses on both overnight and day tourists. Our special weekend events and
business conferences as well as our immersive education programs draw thousands ot
overnight clients to the region while many uf uur annual family -friendly weekend events draw
visitors for the day trom around the region.
Events such as the presentation of the Apullu Mission artifacts by Amazon's Jeff Bezos in
november 2015 not only bring excited visiturs tu the Museum but also garner valuable
coverage from National media, prumuting the Museum and the region.
2
4) Describe why visitors will travel to Tukwila to attend your event/activity/facility.
The Museum is recognized by both its peers and the general public as one of the preeminent
aerospace -museum visitor experiences in the world. The scope of the Museum's collection is
virtually unmatched within the industry, showcasing more than 150 air and space craft across
all genres and time periods. In addition, the Museum ranks among the top five for meeting and
event capacity in the greater Seattle region. The collection, combined with easy access and free
parking, makes the Museum one of the top picks for corporate and affinity group conferences
such as military organizations and reunions. Finally, visitors are entertained with a nonstop
airshow every day at the Museum due to the many different types of aircraft flying into and out
of Boeing Field!
The summer of 2016 will be especially exciting as the Museum joins with The Boeing Company
to host many of its 100th anniversary related events. Over the anniversary weekend of July 15-
18, we are anticipating 60,000-100,000 visitors as the Museum of Flight becomes "Centennial
Central" for Boeing Company activities.
5) Describe the geographii. target of the visitors you hope to attract (Iocaliy, regionally,
nationally, and/ur internationally).
The Museum provides an experience for almost any age, educatiun level ur culture. our target
audience is primarily young families with children, living in the Puget Sound region, along with
out-of-state leisure and business tourists. As a secondary audience, we are increasing our reach
to tamilies in eastern Washington, as well as those in British Columbia and the Portland, Oregon
regions. Additional audiences are military affinity groups, industry professionals, engineering
and technology professionals and explorers, young and old!
Une of our most important targets are K -12Th grade learners and teachers. To that end we
provide more than 22 different S i EM based informal science programs both at the Museum
campus and offsite through outreach education staff. Our staff has facilitated programs
throughout the Pacific Northwest and across the country. Over the last four years the Museum
has continued to expand its online presence through a growing Digital [earning Department.
several immersive education programs provide students across the state the opportunity to
work in a mentured learning environment. Students first learn through online courses and then
many of them travel to the Museum for culminating experiences.
6) Describe the prior suct.ess uf your event/activity/facility in attracting tourists
The Museum enjoyed another successful year in 2015, welcoming 52/,39b visitors and reaching
I5/,II K -11Th grade students and teachers with informal 51 EM education programs. In
addition to one of the most comprehensive air and space craft collection in the world, the
Museum houses the largest aerospace library and archives on the west coast, serving
researchers and scholars. Ristorians, engineers, high school and college students, as well as film
3
production teams, use this vast collection to support research, aid in design concepts and even
create accurate and exciting visual images on the small and big screen.
Over the last three years the Museum has hosted the National Association of Rocketry
Conference and the Space Elevator Conference several years in a row. As mentioned above,
special announcements such as Jeff Bezos' presentation of the Apollo Mission artifacts, also
draw national attention to the Museum and the region.
7) If this your first time holding the event/activity/facility provide background on why you think
it will be successful.
Does not apply.
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.
The Museum of Flight will use local area media; radio, print and billboards, to target overnight
and/or day tourists to our newest events and attractions. This summer, the emphasis is on the
opening of a new exhibit, Above and Beyond, on May 28 and the opening Aviation Pavilion on
June 25. Media specifically targeting these tourists include Metro busses (routes include
airport and hotels around International Blvd) and mobile advertising and rack cards inside the
hotels. Social media, along with geo-fencing, will be used heavily to reach day tourists.
9) Describe bow you will prumute lodging establishments, restaurants, retailers, and
entertainment establishments in the city of Tukwila.
The Museum promotes the businesses in the Tukwila region through placement of the Seattle
Southside visitor Services visitor Guide in our Museum lobby kiosk. we also promote Seattle
Southside through placement of their tourism "widget" on our website in an ettort to drive
website traffic to the myriad lodging and other tourism businesses.
Tu) Is the city able to use your digital and print media for collaborative marketing?
when appropriate (nut Lreating mixed messaging) the Museum is willing to Lullaburdte with
the City un Truss -marketing promotions.
4
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
650,000
b.
Number of people who will travel fewer than 50 miles for your
event/activity
370,000
c.
Number of people who will travel more than 50 miles for your
event/activity
280,000
d.
Of the people who travel more than 50 miles, the number of people
who will travel from another country or state
250,000
e.
Of the people who travel more than 50 miles, the number of people
who will stay overnight in Tukwila.
25,000
f.
Of the people staying overnight, the number of people who will stay in
PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
12,000
g.
Number of paid lodging room nights resulting from your proposed
event/ activity/facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
14,000
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?
These estimates are calculated by combining the number of room nights known or estimated to
be used by:
Washington Aerospace Scholars summer residency program,
Out-of-town Public Program guest speakers,
Special events related to public programs and private events surrounding The Boeing
Company's 100th Anniversary activities in 2016,
2016 Hops & Props attendees, and
An estimate of the overnight visitors from general admission.
Attendance and admission is tracked across all Museum events.
13) Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
Yes. City of SeaTac for $50,000
5
14) Are you applying funding from Seattle Southside Regional Tourism Authority (SSRTA)? If so, in
what amount?
Not in 2016
15) What is the overall budget for your event/activity/facility? What percent of the budget are
yuu requesting from the city of Tukwila?
he overall 2016 uperatiuns budget fur the Museum of Flight is $20,976,123
i he 2ulb Museum marketing budget is $1,124,505. The requested $35,uu0 represents 3% of
the marketing budget.
Tb) what will you cut trom your proposal ur du differently if full funding tor your request is nut
available or recommended?
Nu events will be eliminated, But our marketing effuits and special event budgets would Be
adjusted to meet available revenue.
6
City of Tukwila
Allan Ekberg, Mayi)
Mayors Office - David Cline, CityAr7ministrator
Staff Memorandum
Lodging Tax Advisory Committee Funding Request
Name of Applicant:
Starfire Sports
Address:
14800 Starfire Way, Tukwila, WA 98188
Total Funds Requested:
$25,000
About the Applicant:
Starfire Sports, a non-profit entity, has grown into one of the premier soccer complexes in the
United States. Over 1.3 million people visit the complex annually to take part in soccer
tournaments; play in indoor and outdoor soccer leagues; to engage in sport specific training,
soccer viewing, and attending professional soccer matches. Starfire is also the training home
of the Seattle Sounders FC, which play in the Western Conference of Major League Soccer.
Opening in 2003, Starfire Sports complex has 12 outdoor fields and two indoor fields. The
complex is located at Fort Dent Park, which is owned by the City of Tukwila. Also located at
the Park is a small children's play area and regional trail system. The City has maintenance
reasonability for the play area, trails, and parking area.
Starfire Sports regularly hosts multiday, weekend soccer tournaments, which brings in soccer
teams from throughout North America. Teams stay in hotels throughout the Seattle Southside
region, with a 70/30 split between Tukwila and SeaTac hotels. Players and their families can
also be seen throughout Tukwila, at Westfield Southcenter, the Family Fun Center, and area
restau rants.
Besides soccer, Starfire Sports has been used to host a variety of other sports and activities,
including rugby, lacrosse, and quidditch.
Funds Previously
Awarded:
In the past Starfire Sports has not requested direct funding from the City of Tukwila's lodging
funds. Previously, funding was provided directly by Seattle Southside Visitor Services
(operated by the City of Tukwila) through a joint account with the City of SeaTac. This means
that past funding was split between the cities of SeaTac and Tukwila.
Tukwila City Nall • 6200 8aarhr.C„rer B&aleva, a • Tukwila, WA 58188 • 206-433-1800 = Website: TukwilaWA.gov
Starfire Sports
May, 2016
Page 2
Funding Request Narrative:
Starfire Sports is requesting 2016 lodging tax funds to assist in the promotion and facilitation of
leagues, events and tournaments. The goal is to attract visitors to create 10,000 hotel room
nights and bring 1.3 million annual visitors (not unique) to the complex and Tukwila. Starfire
will promote its events through email and online marketing, with regional soccer organizations
and social media.
Staff Comments:
After Westfield Southcenter, Starfire Sports is the largest draw of visitors in the City and
perhaps the largest draw of overnight guests in the City. Additionally, the tournaments and
leagues at Starfire bring in people throughout the Puget Sound region on day visits to the City.
Participants at tournaments and leagues at Starfire can easily be identified, while at
restaurants and retailers throughout the City.
National demographic data indicates that while most soccer participants are under the age of
18. While most participants might be kids, the sport reaches well beyond the kids, with parents
being spectators, referees, coaches and/or administrators. These parents tend to be influential,
educated, and technically savvy. Over half of households with youth soccer parents in them
have a household income about $75,000, with 35% of household having an income above
$100,000. Starfire brings these high income households the City everyday with their soccer
tournaments and leagues.
One of the goals of staff is to work with Starfire to identify ways to encourage visitors of Starfire
to come back to the City, even when they are not visiting for a soccer related activity.
Since its opening in 2013, Starfire has also help created positive branding for the "Tukwila"
name. Starfire and its tenants, including the Seattle Sounders FC, identify their physical
location as being "Tukwila." Each visitor who comes to the facility leaves with a positive
experience in Tukwila.
Staff Recommendation:
Approval.
Notes:
A final scope of work, consistent with the approved application, will be finalized by the City and
the applicant. Additionally, the applicant will need to enter into a services contract with the City.
Both the scope of work and contract need to be reviewed by the City Attorney.
Phone: 206-433-1800 • Email: Mayor@TukwilaWA.gov • website• TukwilaWA.gov
DRAFT, May 18, 2016
Starfire
Draft 2016 Scope of Services
For Discussion Purposes Only
General:
Contractor shall organize and promote and facilitate tournaments, leagues and events at Starfire Sports
Complex with the goal of attracting over 10,000 room nights and 1.3 million annual visitors (not unique
visitors) in a collaborative working relationship with the City of Tukwila. The purpose of this agreement
is for the tracking of hotel bookings, promotions and marketing.
1. As needed, contractor shall refer teams and event directors directly to Seattle Southside
Regional Tourism Authority (SSRTA), a destination marketing organization for the City, for
assistance with lodging, restaurants, attractions, transportation companies, etc. or directly to
the City.
2. Contractor will encourage and where possible, require, other 3rd party organizers holding
tournaments and events at Starfire to utilize Seattle Southside (Tukwila, SeaTac, and Des
Moines) hotels. Contractor will provide 3`d party organizers a one page promotional flyer as an
attachment (to be provided by the City) to its rental contracts.
3. Contractor shall provide a prominently placed City of Tukwila logo the sponsor section of the
landing page of starfiresports.com website.
4. Contractor will promote things to do in the City of Tukwila through its marketing department,
league information( and tournament relations via links in email signatures and information in
event documents. Information may be regarding non -city activities.
5. Contractor and City shall work on providing content in the regular e -newsletters from Starfire
Sports about things to do in Tukwila.
6. In all collateral, press releases, medias, etc. where a location is mentioned, contractor shall
always identify the location of Starfire as being "Tukwila."
7. Provide a minimum of one social media post per month promoting activities, dining, shopping,
and/or hotels in the City. Content to be provided by the City and approved by Contractor.
8. As deemed most appropriate by Contractor, use the #Tukwila or the name "Tukwila" in social
media posts on Facebook, Twitter, Google+ and/or Instagram.
Application to the City of Tukwila for Use ut 2016 Lodging Tax Funds
Event or Activity Name (if applicable):
Amount of Lodging Tax Requested:
$25,000
Applicant Organization:
Starfire Sports
Federal lax ID Number:
4/-u88/811
Mailing Address:
148uu Startire Way, i ukwila, 98188 WA
Primary Contact Name:
Ben Oliver
Primary Contact Phone:
(206) 267-741/
Primary Contact Email Address:
beno@starfiresports.cum
Check all the service categories that apply to this application:
of Tourism promotion or marketing.
p/ Operation of a special event or festival designed to attract tourists.
qv -operation of a tourism -related tacility 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
tacilitie5 district.
Cfieck which one of the following applies to your agency:
0/Non-Profit (Note: Attach a copy of your current non-protit corporate registration trom tfie
Washington Secretary of State Office)
o Public Agency
o For Protit Agency]Business (wasfiington State uBI Number: )
I am an authorized agent of the organization/agency applying for funding. I understand that:
• I am proposing a tourism -related service tor 2016. If awarded, my organization intends to enter
into d services contract witfi 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 tor a
permit for use of City property, if applicable.
My agency will be required to submit a report documenting economic impact results in a
rmt determined by the City.
05/13/2016
Si ature: Date:
Ben Oliver
Printed or Typed Name-
1) Describe your tourism -related activity or event.
Starfire Sports: projected 2016 attendance is 1,200,000 visits
2) If an event, list the event name, date(s), and projected overall attendance.
3) Is your event/activity/facility focusing on attracting overnight tourists, day tourists, or both?
Starfire Sports focus is on both. Majority of our weekday business is day tourists while our weekend
tournaments and events attract overnight tourists.
4) Describe why visitors will travel to Tukwila to attend your event/activity/facility.
Starfire Sports is the epicenter of soccer not only here in the Pacific Northwest but nationwide. As not
only the home of our Seattle Sounders FC we are host to over 40 annual events ranging from the
recreational youth players to professional players. Starfire's own tournaments bring over 100 teams in
annually from Canada alone while our leagues and youth programs bring hundreds of day visitors to
Tukwila every day of the week.
5) Describe the geographic target of the visitors you hope to attract (locally, regionally,
nationally, and/or internationally).
Starfire offers programs and events for people from all geographical areas with teams traveling from
Brazil to participate in our youth tournaments, the local community kids who just want to come down
and kick a ball to the professional athletes from National Teams and Major League Soccer who are here
for trainings, to the players who participate in any one of our youth or adult programs.
6) Describe the prior success of your event/activity/facility in attracting tourists
Starfire Sports generates over 110,000 unique visitors and 1,100,000 visits annually. Of these visitors,
roughly 5% travel more than 50 miles and stay in the area approximately 2-4 nights at a time. An
average Starfire ran tournament will use between 200 and 500 room nights over one weekend.
7) If this your first time holding the event/activity/facility provide background on why you think
it will be successful.
Starfire Sports has been operating for over 10 years and we have continued to see growth YOY. 2015
saw us have our most successful year yet with one Starfire tournament having over 200 teams, record
numbers in our youth academy and hosting a record number of events at Starfire Sports.
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.
2
Starfire will promote our events through email and online marketing/advertising/social media. Our
events will be listed on regional soccer organization websites, including Washington Youth Soccer, BC
Soccer, and Washington State Adult Soccer Association. We will also promote through email marketing
to the Starfire database and those of local and regional soccer organizations, including statewide
organizations and local soccer clubs.
Events such as the US Open Cup Tournament, Seattle Sounders FC 52 matches, Seattle Sounders
Women matches and Starfire's own 8 youth tournaments attracts visitors from all over Washington
State as well as Alaska, Oregon, Idaho, Montana, California, Nevada and Canada to name a few. Most
visitors, if not all, lodge and shop within approximately a 5 mile radius of Starfire Sports. Starfire works
with local business' to help promote their products and services' ensuring the visiting dollar stays
within the nearby community.
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of Tukwila.
We partner with local hotels and businesses, promote SSRTA's complimentary planning services and
also have a Hotels and Area Attractions page on our website, also through the use of Social Media.
Yes
10) Is the City able to use your digital and print media for collaborative marketing?
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
1,200,000
b.
Number of people who will travel fewer than 50 miles for your
event/activity
104,500
c.
Number of people who will travel more than 50 miles for your
event/activity
5,500+
d.
Of the people who travel more than 50 miles, the number of people
who will travel from another country or state
12%
e.
Of the people who travel more than 50 miles, the number of people
who will stay overnight in Tukwila.
3,850+
f.
Of the people staying overnight, the number of people who will stay in
PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
3,850+
3
g. Number of paid lodging room nights resulting from your proposed
event/ activity/facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
10,000
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?
These estimates are calculated on actual team registrations/reservations, where we account for an average of
16 players per team, one coach, and one manager. Spectator attendance adds to the overall visitor number, and
is calculated using a formula of average number of spectators per player based on our market research (survey)
which includes questions on spend, hotel room etc.
No
13) Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
14) Are you applying funding from Seattle Southside Regional Tourism Authority (SSRTA)? If so, in
what amount?
Yes $TBD
15) What is the overall budget for your event/activity/facility? What percent of the budget are
you requesting from the City of Tukwila?
Starfire's operating budget for 2016 is forecasted to be $3,600,000 so the request is for less than 1% of
budget.
16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
If funding was to be cut we would do Tess paid advertising and travel promotions.
4
City of Tukwila
Allan Ekberg, Mayor
Mayor's Office - David Cline, City Administrator
Staff Memorandum
Lodging Tax Advisory Committee Funding Request
Name of Applicant:
City of Tukwila, Office of Economic Development
Address:
6200 Southcenter Blvd, Tukwila, WA 98188
Total Funds Requested:
$90,000
About the Applicant:
The City of Tukwila is a non -charter City organized under the laws of the State of Washington.
Founded in 1908, Tukwila is one of the oldest cities in King County. Since its founding Tukwila
has always been a community at the "crossroads." Tukwila lies at one of the busiest freeway
interchanges in Washington State. The City has a small bedtime population of just under
20,000. During the day the City's population swells to over 150,000 people, with people
coming to the City to work, shop, dine, stay in hotels, and to visit once in a life time
experiences, such as the Museum of Flight or iFly.
The City is one of the most diverse cities in the country. Over 70 languages are spoken in the
Tukwila School District. Many well-known businesses are based in Tukwila, such as BECU,
Westfield Southcenter, Seattle Sounders FC, Top Pot Donuts, Pop Gourmet, and the Sabey
Corporation. The City has over 2,000 hotel rooms and over 100 restaurants.
Major projects in the City include a new 19 -story hotel/condo building in the heart of
Southcenter; a new library and the construction of multi -family housing at the Tukwila Village
property; demolition of four hotels along Tukwila International Blvd; and the construction of a
pedestrian bridge, linking the Sounder Station to the Southcenter business core.
In 2012 the City adopted a Strategic Plan that outlined five goals:
1. A community of inviting neighborhoods and vibrant business districts;
2. A solid foundation for all Tukwila residents;
3. A diverse and regional competitive economy;
4. A high performing and effective organization; and
5. A positive community Identify and Image.
iukwila City Hall = 6200 Southcenter Boulevard • Tnkw,7u, WA v8188 • 206-433-1800 = Website: TukwilaWA.gov
Gity ut Tukwila
May, 2016
Page 2
Funds Previously
Awarded:
The City's Economic Development has not previously received direct LTAC funding. It should
be noted that in the past Seattle Southside, a division of economic development did receive
lodging tax funds.
Funding Request Narrative:
The City of Tukwila is requesting funding to research and organzie a day marketing campaign
focused on bringing more families and parents to the City. This funding will only be used for
research and development of the specific marketing plan. No funding is being requested for ad
buys, sponsorships, or other marketing efforts.
The City has divided its work into two phases, a Research Phase intended to gain an
understanding of potential consumers and to hire an ad agency; and a Brand Development
and Marketing Plan phase, which will work on the development of a marketing plan. To help
with both phases the City is proposing the creation of a marketing committee comprised of
business stakeholders in the City. The marketing committee will assist in identifying research
needs; drafting questions for surveys; participating in discovery sessions; generating marketing
ideas; and making recommendations to be included in the final marketing plan. The marketing
committee will also assist in business outreach.
Staff Comments:
The funding requested is consistent with the City of Tukwila's Strategic Plan, specifically
building a positive community identity and image and creating a diverse and regional economy.
The marketing plan, developed with business input, will help to drive more revenue to Tukwila
restaurants, hotels, retailers, and entertainment establishments; while at the same time
improving the "Tukwila" image in the Puget Sound region.
Staff Recommendation:
Approval.
Notes:
None.
Phone: 206-433-1800 • Email: Mayor(uTukwilawA.gov • Website: Tukwi[aWA.gov
Phase 3, Implementation Phase (no funding requested at this time)
City of Tukwila, Economic Development
Day Marketing Initiative
DRAFT
SCOPE OF WORK
$90,000
Phase 1, Research Phase
The Research Phase is intended to gain information regarding the target audience; create a marketing
committee of Tukwila area businesses; hire an ad agency; conduct research, including business and
consumer surveys; and hold discovery sessions with the ad agency and marketing committee. Small ad
buys in local media might be needed for completion of the consumer survey.
Total estimated cost: $45,000.
Phase 2, Brand Development and Marketing Plan Phase
During this phase additional discovery sessions with the ad agency will be completed; a presentation by
the ad agency on the research completed and recommendations; development and completion of a
marketing plan and approach (developed with the ad agency and marketing committee); explore event,
sponsorships and activities to support; development collateral (guides, maps, etc.); identify, if needed,
better way finding, signage, banners, or physical destinations in the City; development of a media plan
and development of the campaign brand and theme.
Total estimate cost: $45,000
Estimated Completion Date: November 1, 2016
After "Brand Development and Margceting Plan Phase" we will launch the specific media strategy
identified. The specitics ot this phase will be identified in the marketing plan and could include, But are
not limited to, the development ut a website, social media posts, ad Buys (Both digital and/or print) in
select medias; development of identified collateral (maps, guides, etc.); development ot Short digital
pieces; and sponsorships and partnerships for events.
Total Estimated Cost: $50,000-$150,000, based on developed marketing plan.
Application to the City of Tukwila for Use of 2016 Lodging Tax Funds
REVISED APPLICATION, MAY, 2016
Event or Activity Name (if applicable):
Day Visitor Marketing Campaign (REVISED)
Amount of Lodging Tax Requested:
$'477000 $90,000
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:
Brandon.Milespukwilawa.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:
• I am proposing a tourism -related service tor 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 tor a
permit for use of city properrty, if applicable.
• My ager+cy will be required to submit a report documenting economic impact results in a
for _ ' etermined by the City.
if
Signature:
�icn/Y1 I'hJ'1
Printed or Typed Name:
Sla�llr,
Date:
Note: City staff has updated the application that was submitted to the Lodging Tax Advisory
Committee meeting in March. Language that has been removed is shown as strikethrough and
new language is shown in red.
1) Describe your tourism -related activity or event.
The City of Tukwila's Office of Economic Development requests funding for 2016 to complete
the initial development of a marketing campaign to attract families to make day visits to
Tukwila's Southcenter District.
The primary goal for this campaign is to increase revenue for restaurants, retailers, hotels, and
attractions in the Southcenter area. Secondary goals are to improve the public perception of
the Tukwila/Southcenter area and to indirectly generate additional revenue for Tukwila hotels
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 Tukwila/Southcenter 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 generated six possible marketing campaigns to bring more day
visitors to the City. In December of 2015 the City's Lodging Tax Advisory Committee (LTAC)
discussed the six possible marketing campaigns and suggested that in 2016 the City implement
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. •- .. _ _ -
promoting Tukwila/Southcenter to parents. These media ou Icts incki.dc, but arc not limited to,
Red Tricycle, ParentMap, Seattle Child, and Macaroni Kid. Additionally, staff also identified
po: cible opportunities with the Scuttle Sounders, WIAA, and other orginizations to promote
Tukwila/Southcenter as a greet place for families to visit.
LTAC considered the City's initial application on March 4, 2016. At the meeting LTAC decided
not to act on the City's request. Following the meeting, City staff met with LTAC members and
other stakeholders to refine and clarify the City's day marketing campaign. A matrix of
comments received is attached with this application. Based upon these conversations, staff is
revising its application and is proposing a phased approach to the day marketing campaign:
Phase 1, Research Phase
The Research Phase is intended to gain information regarding the target audience; create a marketing
committee of Tukwila area businesses; hire an ad agency; conduct research, including business and
consumer surveys and hold discovery sessions with the ad agency and marketing committee. Small ad
buys in local media might be needed for completion of the consumer survey.
2
Key tasks:
• Obtain Council approval for funding.
• Advertise and form marketing committee.
• Initial Discovery Sessions with ad agency.
• Draft business survey and promote.
• Draft consumer survey, promote, and work with research company to complete survey.
• In-depth Discovery Session.
• On Going Business Outreach.
Deliverables:
• Execute contract with ad agency.
• Execute contract with survey firm.
• Complete surveys for businesses and consumers.
• Report on findings of research.
Funding Needed to Complete: $45,000
Funding will be used for the assistance of an ad agency and for research and data needs and to have a
firm help with the completion of analytical research. As part of the research, the City will complete
surveys of businesses and consumers and may need to make small ad buys to promote the consumer
survey.
Phase 2, Brand Development and Marketing Plan Phase
During this phase additional discovery sessions with the ad agency will be completed; a presentation
by the ad agency on the research completed and recommendations; development and completion of a
marketing plan and approach (developed with the ad agency and marketing committee); explore
event, sponsorships and activities to support; development collateral (guides, maps, etc.); identify, if
needed, better way finding, signage, banners, or physical destinations in the City; development of a
media plan and development of the campaign brand and theme.
Key tasks:
• Additional discovery sessions with ad agency and marketing committee
• Theme Development
• Logo Development
• Development of Style Guide
• Research non-traditional media and advertising options
o Blogs
o Influencers (word of mouth marketing)
• Research traditional media and advertising options
o Print
3
o Digital
o Social Media
o Billboards
• Other Research
o Explore development of better maps and other collateral.
o Explore place making and physical improvements.
o Work with SSRTA and other partners to ensure strategic integration of the day
marketing campaign with other campaigns (avoid duplication of efforts and identify
opportunities for collaboration).
o Obtain an understanding of third party advertising occurring by businesses in the City.
o Understand future opportunities for earned media.
o Other
o Explore events and sponsorships.
• Research free media and community publications to utilize.
• Identify metrics to be used to track success of the campaign.
• On Going Business Outreach.
Deliverables:
• Marketing Plan and Approach
• Recommendations of the Marketing Committee
• Development of Style Guide
• Final Logo
• Final Brand Vision
• Style Guide
• Brand Platform
Funding needed: $45,000
Funding will be used for ad agency work and additional research into specific marketing strategies.
Phase 3, Implementation Phase (STAFF IS NOT REQUEST FUNDING FOR PHASE 3 OF THIS TIME).
After "Brand Development and Marketing Strategy Phase" we will launch the specific media strategy
identified. As part of this phase we will also review our progress and make adjustments as necessarily.
The marketing committee will continue to meet to discuss outcomes and other opportunities to build
the brand and opportunities for collaborative marketing.
Key tasks:
• Execute media buys based on developed marketing plan.
o Reevaluate and refine marketing plan as needed. Review adopted metrics.
• Continue to identify other opportunities to build the brand.
• Develop print and/or digital ads (if included in the marketing plan).
4
• Execute other recommendations of the marketing plan.
• Develop any collaterals, if needed.
• On Going Business Outreach.
Deliverables:
TBD
Funding needed: Estimated, $50,000-$150,000, final number will be based on marketing plan.
Funding will be used for ad buys and other strategies identified in the marketing plan.
Note: At time staff is not requesting funding for phase 3.
Total requested funding for day marketing campaign: $90,000 (phases 1 and 2 only).
2) If an event, list the event name, date(s), and projected overall attendance.
this request is nut fur a specific event.
3) 6 your event/activity/facility focusing on attracting overnight tourists, day tourists, or both?
uur focus is solely on day visitors.
While the marketing campaign is focused on day tuurists, the campaign can have secondary
benefits to iukwila 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.
A5 part uf phase 1 and 2 staff would like to also explore the creation of "staycatiun" and
overnight stays fur locals. Ideally, this would be targeted during the winter months, when
occupancy is Tukwila hotels is low. i hese staycations could Be marReted in assuciatiun with
activities in the area, as well as holiday shopping.
4) Describe why visitors will travel to Tukwila to attend your event/activity/facility.
Over 54 million visitors already visit the 1 uRwila/Southicenter area annually. In 2014, the City of
i ukwila generated approximately $1.9 billion in taxable retail sales, with yu% of those sales
occurring in the area communly referred to as "Suuthcenter." People are and will continue to
come to the Tukwila7Suuthcenter area fur wide range of activities.
Tukwila/Southcenter has many great Businesses and activities fur 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 urge uf the largest privately funded air and space museum
in the world; the Seattle Sounders 2nd team, 52 plays all of its home games at Starfire Spurts.
5
We have bowling, games, rides, gu-cards, and indoor virtual reality gaming. Our biggest draw
continues tu 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 (datd frum Department uf Revenue,
I Fiird Quarter, 2015), within the City, with must being in the Suuthcenter area. Many of these
restaurants offer family friendly and kid friendly dining.
1 here are over z,uuu hotel rooms in the city of I ukwila, with most of the ruums lucated in the
Southcenter area (over 450 hotel rooms are currently in the pipeline in the Suuthcenter area to
be completed within the next two years).
The family focused campaign will promote all of the great businesses and activities already
occurring in 1 ukwila/Southcenter.
we will reinforce Tukwila/Southcenter as being a grcvt place to visit for families.
In additiun to attracting new people to the 1 ukwila/Southcenter area the goal also is to
encourage those who have been to the area to come again and those that are already here tu
stay longer and spend more money.
5) Describe the geographic target uf the visitors yuu hope to attract (locally, regionally,
nationally, and/or internationally).
and ethnicity that have children under the age of 12.
1 he goal is to bring more day visitors to the City by tocusing on families in the area. The specific
geographic target and demographic targets will be determined during phase 1 and 2 uf the day
marketing initiative.
6) Describe the prior success of your event/activity/facility in attracting tourists
I his will be the first year fur a day visitor marketing campaign targeted to families.
1) If this your first time holding the event/activity/facility provide background on why yuu think
it will be successful.
It will be successful because staff has visited over zuu businesses and received teedBack trom
uver 60 uf them. 1 hey have expressed strong support for this approach. Additiunally, Tukwila's
Southcenter District is already a great place tor tamilies and uur campaign will leverage uur
strengths and promote what we have.
Additiunally, the media strategy is unique in that we are promoting a geographic region to
parents in digital and print publications targeted to families. Tukwila/Southcente► will be the
only geographic area Being promoted in these family friendly publicatiuns.
6
Finally, a marketing committee of area stakeholders will be formed to assist in the research,
creation, and implementation of the day marketing campaign. The City will use an ad agency to
assist in the development of the marketing plan.
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.
The marketing strategy will include:
deemed neces ary to promote Tukwila/Southcentcr.
• As pa -Ft of the campaign ani agency will be brought iR far brand development,
to help promote Tukwila/Southcentcr. This would include access to their digital and
social media.
about Tukwila ge thccntcr
local bloggcrs, supporting unique activities events by third parties, etc.
• Pessiblc wcbsite development.
- Possible events.
During phase 2 of the project, as uutlined above, the marketing committee, city staff, and ad
agency will develop a specific marketing plan, wliicFi could include, but is not limited to, print,
digital, social media, event sponsorsFiips, blogs, event development, a possible website, etc.
Stuff is not requesting funr7ingfor implementurion of the marketing plan at this rime.
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of Tukwila.
7
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.
A final determination will be made during phase 2 of the development of the day marketing
campaign.
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
event/activity
0
c.
Number of people who will travel more than 50 miles for your
event/activity
0
d.
Of the people who travel more than 50 miles, the number of people
who will travel from another country or state
0
e.
Of the people who travel more than 50 miles, the number of people
who will stay overnight in Tukwila.
0
f.
Of the people staying overnight, the number of people who will stay in
PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
0
g.
Number of paid lodging room nights resulting from your proposed
event/ activity/facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
0
1 hese numbers can better be estimated once we have completed the development of the
marketing plan.
8
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.
Parentmap and Red Tricycle. The target audience for our •-
hour drive of Tukwila/ Southcentcr.
ttic, Eastside, and South Sound. Total readership
both businesses and consumers in the Tukwila/Southcentcr arca. These surveys can help us
conducted to help us determine if we arc making gains in improving the public's perception of
Tukwila/Southccnter.
Other pofible metrics:
+ GeneFatien-of Feel -emotion rate en coupons at businefes promoted by the campaign
• Contests to track paFtici.patioe by viewers of print and digital ads.
The metrics to be used will be determined by the marketing committee, staff, and ad agency as part of
phase Z of the day marReting initiative.
13) Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
No.
14) Are you applying funding trom Seattle Southside Regional tourism Authority (SSRTA)? It so, in
what amount?
No.
15) what is the overall Budget for your event7activityJfacility? what percent of the budget are
you requesting from tFie City of Tukwila?
9
Fur phases 1 and 2 the day marketing initiative the City is requested $90,000. Phase 3 could
have a Gust range of $5u,uuu-$150,uuu, with the final cost being determined by the marketing
plan created. Stuff is not requesting funding for phase 3 at this time.
1 otal request: $90,000
contribute staff time to coordinate thc campaign.
The following is the proposed budget for the campaign:
Budget Item
Cost
Notes
Content Development and
Media el Buys
Phase 1, Hesearch Phase
$185,000
$45,000
The Research Phase is intended
to gain information regarding
the target audience; create a
marketing committee of
Tukwila area businesses; hire an
ad agency; conduct research,
including business and
consumer surveys and hold
discovery sessions with the ad
agency and marketing
committee. Small ad buys in
local media might be needed for
completion of the consumer
survey.
This could include, but is not
limited to, Parcntmap, Red
Tricycle, Seattle Child,
and
Marconi Kid.
Also Includes iFing aY1 a
agency to help with
devele pment o f h gh r., alit y
Grds.
Events, Sponsorships, and Non
$7000
This include
Traditi^n,,1 ""e,lia
Phase 1, Bran Development
and marketing Plan Phase
$45,000
could agreements
with thc Seattle Sounders,
h4A'
Soccer, Seattle Times
(Restaurant Week),
etc.
10
16) what will yuu Lut from your proposal or do differently it full funding fur your request is not
available ur recommended?
if no funding is provided, the City will not do any day marketing in 2016. it tunding is rcduccd
11
During this phase additional
discovery 5e5Siun5 with rhe ad
agency will be completed; a
presentation by the ad agency
on the research completed and
recommendations;
development and completion of
u marketing plan and approach
(developed with the ad agency
and marketing committee);
explore event spunsurships and
ucrivities to support;
development collateral (guides,
reaps, etc.); identify, if needed,
better way finaing, signuyc
banners, or physical
destinations in the City;
development of a media plan
and development of the
campaign brand and theme.
Lodging Tax Total:
$297,000 $90,000
Funds between phases 1 and 2
could shift based upon actual
costs.
16) what will yuu Lut from your proposal or do differently it full funding fur your request is not
available ur recommended?
if no funding is provided, the City will not do any day marketing in 2016. it tunding is rcduccd
11
May 2C11E, Lodging Tax Advisory Committlee meeitlingl
Outreach on Day Marketing
Feedback
Following the March 2, 2016 "Southcenter Coffee Break" event at Total Wine and More staff reached out to the nearly 70 stakeholders who
attended the event. Additionally, staff also reached out to LTAC members and other stakeholder in the community that staff felt would have a
strong interest in day marketing. Staff provided a document entitled, "DRAFT 2016 Tukwila Marketing Campaign" that outlined the City's
proposed marketing strategy and media plan for day marketing. Staff asked for feedback on the draft document. Feedback came either in email
or, in most cases, staff had sit downs with stakeholders to discuss their feedback on the marketing plan and to discuss additional concepts and
ideas. The matrix below highlights the main takeaways from the meetings and is not intended as a verbatim account of the meetings. Staff
intends additional outreach throughout the development of the day marketing campaign.
Business/Organization
Suggestions/Comments
Staff Response and Follow -Up Needed
Stacy Slade, Seattle Sounders
FC
Player appearances are great for driving businesses if
advertised and promoted. Suggestion on working with
Washington Lottery on doing a joint promotion to bring
people to the kiosk inside of Westfield Southcenter.
Working with multiple businesses on collaborative
marketing is one of the goals of the day marketing
campaign. The lottery put on several well attended
drawings for Seahawks. This could be expanded to
include multiple entities, the City, Seahawks,
Sounders FC, SSRTA, etc. Additionally, these events
provide an opportunity to engage with the public
and create a reason for them to come back
(coupons, etc.).
Miesa Berry, Homewood
Suites
Discussed the concept of identifying "influencers,"
people who could go back to their circle of friends and
promote Tukwila and things to do. "Influencers" would
be parents in PTAs, bloggers, etc.
Great, low cost way to promote the area. Should be
explored with the marketing committee. Will be
time intensive, but doable. Need to identify groups
that might have influencers and figured out a plan
to engage them. This can be an ongoing effort.
Christian Trujillo, Stanford's
Restaurant.
Advertising in AMC theaters to promote family friendly
activities in Tukwila. Would allow us to promote dining
and activities to after movies.
Staff has inquired about advertising in AMC
theaters. This could be expanded to include
advertising in theaters within the 50 mile target
area. Many theater ads now are videos. The intial
plan includes the production of videos and theaters
could be another vehicle to view the videos.
May 201E, Lodging' Tam Adviscny Clcmmitteie meeting
Gwen LE ir! ad, pesic a rice
Inn
One option woulc he Ilei incrE ase the contract with the
ac agEncy in order to help create the media plan.
This is a viable option. Staff doles believe that the
plan pray icEc is specific, well designed anc cc able;
However, staff wow lc support increasing the
contract fcr tHE ad agency to work with the
int€ireistcc parties to develop a media strategy. This
will take additional time.
Dan Lee, Odin Brewe ry
Work with businesses in the area to create an internal,
masher calendar cif events. This would help reduce
overlap of everts and so businesses know what is going
on in area. UsEI Odin Brewery as case study in the
marketing plan. Just need to start somewhere.
Staff sup pc rts beth ic E as. THE creation of a master
aalenc an could he Ip with planning. Besides Oc in,
staff would likely to identify ether businesses
interested in being case stuc ies fcir the marketing
plan. Get business specific aata would Help in
tracking llhei metrics oftHE plan.
NicoleiGrubbs,, Westfield
Southcenteri
Consic elation abculIacverlisingwithin Westfietc
Scuthcenter, given they amount cflloot traffic at
Westfiela.Also, utilizing billboards throughout the
area. Sugg€ scion about having an ad agenciy he Ip with
developrreint beibre committing to ad buys. Oiscussee
the limitations with acveirllisingl in theaters (i.e. when
the ad runs and wiles vieiwe rs actually show up;.
Staff is going to reiaah out to Weistfielc to learn
moire about advertising at the Mall. This could he
ccnsiderec by the marketing corn rnMee. Another
ic Ea is to advertise on the parking garage signs. A
kicsk could also bel used for advertising. THe City cif'
Lacey did 1his at Capital Mall in Olympia. With
regards to bring in ar ad agency to assist in
c Eivelopirg the marketing plan, staff is supportive of
moving at a pace the LTAC supports.
Jim Davis, Doubletree
Creation ofa marketing sub -committee. Woulc inalude
some members of LTAC ane either interested in
businesses in the Tukwila area. Each member oflthe
cc mmittEiei act ld have a responsibility ton aocrd'nailing
with a certain number of businesses near them. Wculd
help reduoe staff load.
Staff sup porhsitHE creation ofa marketing'
committee. SS RTA usEs a marketing cornmitilee anc
it SEIEims to bE very beneficial.
Ben Oliver and Chan ie
Sandman, Starfine Sports
OVE rail supportive oflthe carr paign. Sltarfire happy to
give the City access tc its cigital and social media
presence. Discussion cn hciw the strong American
dollar is impacting' Canadians participating in
tournaments at Shlarfire
Great icEas. Staff would like to explore these with
the marketing acrr mittee. Staff has Hearc other
businesses anc entities empress concerr with how
the strong dollar is impacting' Canadian visitors.
Ashley (lunar, SSRTA
Various cam ME n11s. Good comments regarding
integration, partnership, i'inc collaboration between
Staff agrees that working with SS WA will he
beneficial to avoic cuplicalian of efforts. For
May 2016, Lodging Tax Advisory Committee meeting
e order is generally based upon timing of the sit-downs meetings. Emailed Responses were added at the end.
the City and SSRTA. Suggestion about social media
presence.
example a common, coupon book to be used for
both overnight and day visitors. SSRTA would also
be the third party the City uses for staycation
packages. Specifics can be explored as part of the
work of the marketing committee.
Todd Pieztch, BECU
Consider a digital campaign, Facebook, Pandora, etc.
Look for opportunities for earned (free) media.
Consider adding costs for a PR agency to assist with
earned media. Events, like having the Sounders come
to Westfield, take them out of their element. "Kick the
ball with the Sounders."
Great ideas. Staff would like to explore these with
the marketing committee.
Tae Lee, Olympus Spa
Supportive of the City's efforts to partner to grow the
economy and improve the perception of the City. Three
specific questions to consider: 1) What about
improving the monument signage and street
directories in the City? 2) Creation of a fun, animated
directory showing areas of interests; 3) Do we have a
visitor center in the City?
Great ideas. Staff would like to explore these with
the marketing committee.
Tommy Mann, commercial
property owner along
Southcenter Parkway
•
Consider included a holiday event with media buys to
support. Develop a "stay and shop" package. Gift card
could be provided to guests for each night they stay.
Great ideas. Staff would like to explore these with
the marketing committee.
e order is generally based upon timing of the sit-downs meetings. Emailed Responses were added at the end.
P►epared by B. Miles, May 17, 2016.
Construction Update
Project
Description
Status
Washington Place
223 Andover Park East
(Former Circuit City site)
19 -story high rise, with 370
condo/apartment units and
185 hotels rooms. Also,
includes 5,000 feet of a full
service restaurant.
Construction underway, estimated
completion date, December 2017.
Holiday Inn Select
90 Andover Park East
Construction of 92 hotel
rooms, along Green River.
Construction underway.
Woodspring Hotel
15643 West Valley Hwy
Construction of 110 hotel
rooms, along West Valley
Hwy.
Design review approved. Building
permit submitted on April 28, 2016
and pending.
Twin Peaks Restaurant
17850 Southcenter Parkway
(Former Newport Bay)
Full service restaurant, with
bar.
Construction underway, estimated
completion date fall of 2016.
Habit Burger Grill
17025 Southcenter Parkway
(located near Bevmo)
New hamburger restaurant.
Construction underway, estimated
completion date summer/fall of
2016.
Box Lunch
Westfield Southcenter
New restaurant within
Westfield
Building permit submitted on May 9,
2016 and pending.
Burlington Coat Factory
17480 Southcenter Parkway
30,000 square foot retail
store at Parkway Supercenter.
Building permit issued. Construction
estimated to be completed in fall of
2016.
Corner Bakery
393 Strander Blvd
Full service restaurant,
serving breakfast, lunch, and
dinner.
Open!
Pizza Studio
17250 Southcenter Parkway
Build your own pizzas.
Open!
City of Tukwila Pedestrian
Bridge
Southcenter District of City
Pedestrian bridge extending
over Green River. Bridge will
provide direct pedestrian
linkage between Sounder
station and Westfield
Southcenter.
Project out to bid now.
This is not intended to be an exhaustive list of projects in the City.