HomeMy WebLinkAboutCOW 2016-06-13 Item 4E - Discussion - 2016 Lodging Tax Advisory Committee Funding RequestsCOUNCIL AGENDA S YNopsis
---------------------------- - - - - -- Initial,
Meetin
,g Date
Prepared by
Ma is review
Council review
06/13/16
BJM
W-1
❑ Ordinance
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06/20/16
BJM
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yor [:] HR ❑ DCD ❑ Finance ❑ Eire ❑ TS ❑ P&R ❑ Police ❑ PfV
SPONSOR E] Council Z Ma
SPONSOR'S The City of Tukwila, Seattle Southside Regional Tourism Authority (SSRTA), the Museum of
SUMMARY Flight, and Starfire Sports are requesting lodging tax funding for various tourism
promotional activities. The total amount of the requests is $528,000. The applications
have been reviewed by the City's Lodging Tax Advisory Committee (LTAC), which
recommends funding all the submitted applications.
REVIEM,"D BY 0 cow Mtg- [:] CA&P Cmte Z F&S Cmte F-1 Transportation Cmte
F-1 Utilities Cmte ❑ Arts Comm. ❑ Parks Comm. ❑ Planning Comm.
DATE: 6/7/16 COMMITTEE CHAIR: SEAL
RECOMMENDATIONS:
SPONSOR/ADMIN. Economic Development
CommITTEE Unanimous Approval; Forward to Committee of the Whole
COST IMPACT / FUND SOURCE
EXPENDITURE, Ri-?QUIRFID AMOUNT BUDGETED APPROPRIATION REQUIRED
Fund Source: 101 FUND, LODGING TAX
Comments:
MTG. DATE
RECORD OF COUNCIL ACTION
06/13/16
ITEM INFORMATION
ITEMNO.
4.E.
E-IN
ISTAFF SPONSOR: BRANDON MILES I
ORIGINAL AGENDA DATE: 6/13/16
AGENDA ITEM TITLE Review of 2016 funding requests for lodging tax funds.
CATEGORY Z Discussion
Mtg Date 06113116
Z Motion
Mtg Date 06120116
❑ Resolution
Mtg Date
❑ Ordinance
Mtg Date
❑ Bid Award
Mtg Date
❑ Public Hearing
Mtg Date
E] Other
Mtg Date
yor [:] HR ❑ DCD ❑ Finance ❑ Eire ❑ TS ❑ P&R ❑ Police ❑ PfV
SPONSOR E] Council Z Ma
SPONSOR'S The City of Tukwila, Seattle Southside Regional Tourism Authority (SSRTA), the Museum of
SUMMARY Flight, and Starfire Sports are requesting lodging tax funding for various tourism
promotional activities. The total amount of the requests is $528,000. The applications
have been reviewed by the City's Lodging Tax Advisory Committee (LTAC), which
recommends funding all the submitted applications.
REVIEM,"D BY 0 cow Mtg- [:] CA&P Cmte Z F&S Cmte F-1 Transportation Cmte
F-1 Utilities Cmte ❑ Arts Comm. ❑ Parks Comm. ❑ Planning Comm.
DATE: 6/7/16 COMMITTEE CHAIR: SEAL
RECOMMENDATIONS:
SPONSOR/ADMIN. Economic Development
CommITTEE Unanimous Approval; Forward to Committee of the Whole
COST IMPACT / FUND SOURCE
EXPENDITURE, Ri-?QUIRFID AMOUNT BUDGETED APPROPRIATION REQUIRED
Fund Source: 101 FUND, LODGING TAX
Comments:
MTG. DATE
RECORD OF COUNCIL ACTION
06/13/16
MTG. DATE
ATTACHMENTS
06/13/16
Informational Memorandum dated 5/27/16
Funding application from the City of Tukwila, Administration Costs.
Funding application from SSRTA.
Funding application from the Museum of Flight.
Funding application from Starfire Sports.
Funding application from the City of Tukwila, Day Marketing.
Minutes from the Finance and Safety Committee meeting of 6/7/16
06/20116
1
E-IN
:0
City of Tukwila
Allan Ekberg, Mayor
INFORMATIONAL MEMORANDUM
TO: Finance and Safety Committee
FROM: Brandon Miles, Business Relations Manager
CC: Mayor Ekberg
DATE: May 27, 2016
SUBJECT: 2016 Lodging Tax Funding Applications
ISSUE
Review of 2016 funding requests for lodging tax funds.
BACKGROUND
The City of Tukwila, Seattle Southside Regional Tourism Authority (SSRTA), the Museum of
Flight, and Starf ire Sports are requesting lodging tax funding for various tourism promotional
activities. The total amount of the requests is $528,000.
Available Lodging Tax Funds
The City collects a 1 % lodging tax on certain qualifying overnight stays in paid accommodations
(hotels /motels) in the City. State law limits the use of these funds to tourism promotion'. After
reviewing historical data, staff anticipates collecting $678,000 in lodging tax funds in 2016.
Application Approval Process
Several years ago, the legislature amended the applicable RCWs regarding the approval
process for use of lodging tax by cities. The City's Lodging Tax Advisory Committee (LTAC)
must review any request, even by the City, for use of lodging tax funds. LTAC then forwards a
recommendation to the municipality for its review and consideration. The municipality can
accept or reject the recommendation of LTAC. However, the municipality cannot adjust the
individual amounts recommended by LTAC. Furthermore, the municipality does not have the
authority to fund an activity that was not first considered by LTAC.
Requests for lodging tax funding are submitted directly to LTAC through its assigned staff
person in the Economic Development Department.
2016 Applications
Five funding applications were submitted to LTAC in 2016. LTAC considered the funding
requests at its March and May meetings. Below is a brief summary of the applications that were
submitted to LTAC. Copies of the individual applications and draft scopes of work are attached
with this memo.
I RCW 67.28.080 (6) defines "tourism promotion" as: ... "activities, operations, and expenditures designed to
increase tourism, including but not limited to advertising, publicizing, or otherwise distributing information for the
purpose of attracting and welcoming tourists; developing strategies to expand tourism; operating tourism promotion
agencies; and funding the marketing of or the operation of special events and festivals designed to attract tourists." 85
INFORMATIONAL MEMO
Page 2
1. Citv of Tukwila Administration Costs Reimbursement. $40.500
The City of Tukwila is requesting $40,500 in funding for associated administrative costs
associated with the lodging tax fund.
Of the $40,500 requested, $35,000 will be transferred from the lodging tax fund to the general
fund. The lodging tax fund is one of several special revenue funds managed by the City of
Tukwila. Under State law, the City is permitted to charge special revenue funds for the indirect
costs that are incurred by the general fund to support and maintain these special revenue funds.
These costs include, but are not limited to, legal support, accounting, insurance, technology
services, human resources, and facilities support, all activities that are needed to support the
lodging fund.
The remaining $5,500 included in the request is for professional services, training, and office
supplies.
LTAC approved the City's funding request at its March 4, 2016 meeting.
2. Seattle Southside Regional Tourism Authority (SSRTA), $337,500
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 administrated by the City of
Tukwila. In 2015, services provided by SSVS transitioned to SSRTA.
SSRTA funding primary comes from the Tourism Promotion Area (TPA) charged on hotels, with
a least 90 rooms, within the cities of Des Moines, SeaTac, and Tukwila. The TPA was created
by an interlocal agreement (City Contract No. 14 -049) among the three cities. In 2016, the TPA
fee is estimated to generate $3.57 million. SSRTA is also supported by lodging tax funds from
Des Moines, SeaTac, and Tukwila. The interlocal agreement (City Contract No. 14 -049)
provides anticipated lodging tax funding from each city to SSRTA. For 2016, Tukwila's
anticipated obligation under the interlocal agreement is $337,500, the amount of the application
submitted by SSRTA.
SSRTA is requesting City lodging tax funds to support 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 services within Westfield Southcenter, production of a dining
guide, conducting FAM tours in the City; and other marketing activities and sales activities.
LTAC approved the SSRTA's funding request at its May 25, 2016 meeting
3. The Museum of Flight, $35,000
The Museum of Flight, located along Boeing Field in the north part of Tukwila, 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 five years the Museum
has averaged just over 520,000 visitors annually. With Boeing celebrating its 100th anniversary
and the opening of the new aviation pavilion, the Museum is anticipating 650,000 attendees in
2016. The Museum is a major draw for overnight visitors in the Seattle region, as well as Puget
Sound residents.
86 Z: \Council Agenda Items\Mayoes Office \LTAC Funding Applications \Info Memo.doc
INFORMATIONAL MEMO
Page 3
Lodging tax funds will be used to support several high profile events at the Museum of Flight,
including the grand opening of the aviation pavilion; Jet Blast Bash and Seafair Activities; and
the Museum of Fright (Halloween) and Santa Fly In. The City will be considered a sponsor for
these events and, in some cases, be considered the presenting sponsor. The City hopes to
leverage these events to market Tukwila to Puget Sound residents.
LTAC approved the Museum of Flight's funding request at its May 25, 2016 meeting.
4. Starfire Sports, $25,000
Since its opening in 2003, Starfire Sports 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 Sports has 12 outdoor
fields and two indoor fields. Starfire Sports is also the training facility for the Seattle Sounders
FC, a Major League Soccer team. Besides hosting soccer matches and leagues, Starfire has
also hosted rugby, lacrosse and quidditch (Harry Potter).
Starfire is requesting 2016 lodging tax funds to assist in the promotion and facilitate 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 allow the
City•to have access to its social medial and digital media in order to promote day activities in the
City.
LTAC approved Starfire Sport's funding request at its May 25, 2016 meeting.
5. City of Tukwila, Office of Economic Development, Day Marketing Campaign, $90,000
The City of Tukwila is requesting funding to research and organize a day marketing campaign,
focused on bringing more families to the City. The primary goal of the campaign is to drive more
businesses to the City's restaurants, hotels, retailers, and entertainment businesses. A
secondary goal is to improve the regional public's perception of "Tukwila." 2016 Lodging Tax
Funds will only be used for research and development of the specific marketing plan. No
funding is being requested for ad buys, sponsorships, and /or other marketing efforts.
The work has been divided 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 City's funding request is consistent with the City of Tukwila's Strategic Plan, specifically
building a positive community identify and image and creating a diverse and regional economy.
The marketing plan, developed with business input, will help to drive more revenue to Tukwila
businesses; while at the same time improving the "Tukwila" image in the Puget Sound region.
LTAC approved the City's funding request at its May 25, 2016 meeting.
ZACouncil Agenda Items\Mayoes Office \LTAC Funding Applications \Info Memo.doc
87
INFORMATIONAL MEMO
Page 4
FINANCIAL IMPACT
The total amount of funding requested from the lodging tax fund is $528,000. As discussed
above, staff is anticipating collecting $678,000 in lodging tax funds for the 2016 calendar year.
2016 Lodging Tax Fund Activit
2015 Ending Fund Balance:
$449,165
Anticipated 2016 Lodging Tax Collected:
$678,000
2016 Funding Requests (LESS):
$528,000
Antici ated 2016 Ending Fund Balance:
$599,165
Anticipated Change in Net Position:
$150,000
The City of Tukwila operated SSVS through 2015. SSVS was included in the City's operating
budget under the 101 fund (lodging tax). In 2014, when the City prepared the two year budget,
the City presumed correctly that SSVS would not be part of the City in 2016. Staff was unable
to determine anticipated funding requests for 2016 at the time. The Museum of Flight, SSRTA
and the City's indirect costs allocation are in the 2016 budget for the City. However, the funding
requests for Starfire and the City's day marketing campaign were not anticipated in 2014. Staff
proposes this be addressed as a budget amendment later in the year.
RECOMMENDATION
Staff recommends that the City Council approve the funding requests recommended for
approval by LTAC. Staff suggests the applications be placed on the June 131h Committee of the
Whole meeting and from there the applications could potentially move to the June 20th Regular
Meeting consent agenda.
ATTACHMENTS
A. Funding application from the City of Tukwila, Administration Costs.
B. Funding application from SSRTA.
C. Funding application from the Museum of Flight.
D. Funding application from Starfire Sports.
E. Funding application from the City of Tukwila, Day Marketing
Z: \Council Agenda Items\Mayoes Office \LTAC Funding Applications \Info Memo.doc
88
Application to the City of Tukwila for Use mf 2016 Lodging Tax Funds
Event or Activity Name (if applicable):
Administration Costs
Amount of Lodging Tax Requested:
$40,500
Applicant Organization:
City of Tukwila
Federal Tax ID Number:
91-6001519
Mailing Address:
6200 Southcenter Blvd
Tukwila, WA 98188
Primary Contact Name:
Brandon J. Miles
Primary Contact Phone:
(206) 431-3684
Primary Contact Email Address: I
Bran don.Miles@Tukwilawa.g2.v
Check all the service categories that apply to this application:
o Tourism promotion or marketing.
o Operation ofa special event or festival designed toattracttourbts
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 ProfitAgency/Business (Washington State IJBI Number:
w
1 am proposing a tourism-related service for 2016. If awarded, my organization intends to enter
into a services contract with the City; provide liability insurance for the duration oF the contract
naming the City as additional insured and in an amount determined by the City; and file for a
permit for use of City property, ifapplicable.
0 My agency will be red to submit aneportdocumnenbngeuznonlicinnpoctresuhsina
f rmat by the City.
SiVn a—tu re: Date:
j Y
Printed or Typed Name:
1) Describe your tourism - related activity or event.
The City of Tukwila requests funding for 2016 for administration of the City's lodging tax fund.
The lodging tax fund is one of several special revenue funds managed by the City of Tukwila.
Under State Law, the City is permitted to charge special revenue funds for the indirect costs
that are incurred by the general fund to support and maintain these special revenue funds.
These costs include, but are not limited to, legal support, accounting, insurance, technology
services, human resources, and offices administration. Activities that are needed to support the
lodging fund.
2) If an event, list the event name, date(s), and projected overall attendance.
This request is not for a specific event.
3) is your event /activity /facility focusing on attracting overnight tourists, day tourists, or both?
Both. The City uses its lodging tax funds to support marketing activities for both day and
overnight tourists.
In the past the City has used its lodging tax funds to support the Seattle Southside Visitor
Center, events such as the Rock 'N' Roll Marathon and Backyard Wildlife Fair, and marketing
activities at the Museum of Flight and Starfire Sports. Providing funding for outside
organizations requires administrative support from several departments, including Finance, City
Attorney, Technology Services, City Clerk and Economic Development.
4) Describe why visitors will travel to Tukwila to attend your event /activity /facility.
N /A.
The request is for funding to reimburse the City's general fund for cost incurred by the City to
administer the lodging tax fund. As discussed above, the lodging tax fund is used to support to a
variety of activities in the region.
5) Describe the geographic target of the visitors you hope to attract (locally, regionally,
nationally, and /or internationally).
N/A
6) Describe the prior success of your event /activity /facility in attracting tourists
The City has a long history of success in using lodging tax funds to support a wide range of
activities, most notably Seattle Southside Visitor Services.
7) If this your first time holding the event /activity /facility provide background on why you think
it will be successful.
liJ
.o
N/A
8) Describe the media strategy you employ to promote your event/activity/facilityto attract
overnight and/or day tourists? Please list any digital or print media (newsletters, e-blasts,
social media, etc.) your agency uses or intends to use to promote your event /activity /facility.
N/A
Third parties using lodging tax funds employ a wide variety of strategies to promote events and
activities. The City's general funds supports the lodging tax fund in allowing funding to third
parties to occur.
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of Tukwila.
N/A
10) Is the City able to use your digital and print media for collaborative marketing?
N/A
11) Measurements and Metrics
As a direct result of your proposed tourism-related service, provide an estimate of:
a.
Overall attendance at your proposed event/activity/facility
0
b.
Number of people who will travel fewer than 50 miles for your
0
event/activity
c.
Number of people who will travel more than 50 miles for your
0
event/activity
d.
Of the people who travel more than 50 miles, the number of people
0
who will travel from another country or state
e.
Of the people who travel more than 50 miles, the number of people
0
who will stay overnight in Tukwila.
f.
Of the people staying overnight, the number of people who will stay in
0
PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
3
1
g. Number of paid lodging room nights resulting from your proposed 0
event/ activity/facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
12) What methodologies didyoumsetmcalcu8otetheestnmetesondnvhatmethodologies miUymo
use to track outcomes, such as total participants, estimated visitor spending, etc?
As discussed above, the City uses its lodging tax funds to support o wide range of activities. |n
2016, the City anticipates funding the City of Tukwila, Seattle Southside Regional Tourism
Authority, the Museum of Flight, and Starfire Sports. These funded activities have metrics,
which the City will use for reporting purposes for this funding request.
13\ Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
14) Are you applying funding from Seattle Southside Regional Tourism Authority ?|fso,
in what amount?
15\ What [s the overall budget for your di»itvyfncOitn? What percent mfthe budget are
you requesting from the City of Tukwila?
Total requested funding is $40,500
The following is the proposed budget for the campaign:
Budget Item
cost
Notes
Office Supplies
$500
Professional Services and
$2,500
Training and Education
$2,500
Indirect Cost Allocation
$35,000
Reimbursement of the City's
generalfundfor activities, such
as legal support, accounting,
insurance, technology services,
public records, and office
administration needed to
support the lodging fund. This
El
16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
Without funding it would jeopardize the City's ability to process third party requests for lodging
tax funding. Additionally, the City might choose to require the lodging tax to "pay as it goes" for
support provided by the City. This could result in higher charges being imposed to the lodging
fund.
5
bN
funding supports all .the indirect
charges with administration of
the lodging tax funding and is
based on the citywide overhead
analysis used to charge
overhead to special revenue
funds
Total:
$40,500
16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
Without funding it would jeopardize the City's ability to process third party requests for lodging
tax funding. Additionally, the City might choose to require the lodging tax to "pay as it goes" for
support provided by the City. This could result in higher charges being imposed to the lodging
fund.
5
bN
Staff Memorandum
LodWha 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 City Hall - 6200 Southcenter Boulevard • Tukwila, WA 98188 - 206-433-1800 - Website. TukwilaWA.gov 95
SSRTA
May, 2016
Page 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.
96 Phone: 206-433-1800 • Email: Mayor@Tukwi[aWA.gov * Website: Tukwi[aWA.gov
������
u�ovr�o x Exhibit
2016 Proposed Scope of Services
I. ^`~Maintain o destination marketing ' website and toll-free phone number to attract {nqUirissfroOl|eisuna
and business travelers and meeting planners primarily outside a 50-mile radius. The xvebsitewill
include information and business listings for tourism related businesses located in Tukwila, that hold a
Tukwila business license (list Vf licenses to be provided by City staff) including those business that do
not pay lodging tax orTPA assessments; business listings are to be provided by the City.
2. Produce and distribute o Destination Guide that includes information and business listings for tourism
related businesses that hold a Tukwila business license (list of licenses tobe provided bv 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 toplanners 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.
Produce and distribute a Dining Guide on a no-less-than every other year basis that includes
ihforrnabon and business listings for area full service restaurants that includes those located in
G` Organize familiarization (FAK4) tours that highlight |oca|touhsrnre|atedbUsinessestooth8rindustry
affiliates, planners and media.
7' Include a reciprocal link to the City on Seattle Southside.com in the "About Us" section under "Our
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 os social media and PRsupport.
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 hoUdoys.
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 ROL
Application to the City of Tukwila for Use of 2016 Lodging Tax Funds
Event or Activity Name (if applicable):
I
Amount of Lodging Tax Requested:
$337,500
Applicant Organization:
Seattle Southside Regional Tourism Authority
Federal Tax ID Number:
47-3031480
Mailing Address:
3 100 S 176th, STE 200
Primary Contact Name:
Ashley Comar or Meagan McGuire
Primary Contact Phone:
Main # 206-575-2489
Primary Contact Email Address:
Ashley SeattleSouthside.com
Meagan@SeattleSouthside.com
C�eck all the service categories that apply to this application:
Tourism promotion or marketing.
XcOperation 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)
V Public Agency
0 For Profit Agency/Business (Washington State IJBI Number:
I am 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
format determined by the City.
�i' nature:
41
,, le
Printed or Typed Name:
98
1) Describe your tourism - related activity or event.
Seattle Southside Regional Tourism Authority (RTA) is the official regional destination marketing
organization (DMO) for the cities of SeaTac, Tukwila and Des Aloines. Seattle Southside RTA
promotes the combined communities as a destination branded "Seattle Southside" to create
increased economic impact through marketing the destination's numerous travel and tourism
businesses. Seattle Southside RTA is highly regarded as an effective organization and valued within
our communities, region and state.
frsion Statement:
To position Seattle Southside as a destination of choice for practical travelers to Seattle ivhile
enhancing the image, confidence and economic strength of the region.
Mission Statement.
As a brand- driven and entrepreneurial destination marketing organization, Seattle Southside RTA
provides advocacy and innovative services to competitively market the destination. This ficnction
helps create jobs, groiv 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 tivho stay overnight in paid
accommodations, eat in local restaurants, shop within area retailers, visit nearby attractions, etc. as
these travels have the highest visitor spend 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 tivhen visiting Tukwila because of its central location; access to
transportation including shuttles, rental cars, and tours; affordability; unique attractions; plentiful
shopping and dining choices that stretch time, money and opportunities further.
Print, radio and online advertising drive business to Seattle Southside's tivebsite, toll free telephone
line and Visitor Centers for more information about Tukwila tourism related- businesses.
Positive press generated by the Seattle Southside RTA encourages visitors to travel to the area to
experience eve7ything they've read about.
I
W
The RTA produces o variety destination gzcrcles clesignecl to, be iesecl.by visitors or locals hosting
ozlt of town visitors including complete details relating to accommodations, restaurants,
transportation, activities, coupon books and maps to steer tourists to Tubvila businesses.
5) Describe the geographic target of the visitors you hope to attract (locally, regionally,
nationally, and /or internationally).
The RTA 's primary focus is attracting regional, national and international travelers outside of a 50-
mile radius, although local residents also receive benefit from RTA marketing activities that include
but are not limited to visitor concierge services provided through the satellite Visitor Center at
Westfceld Southcenter; social media advertising and some mvareness print advertising as well as
media outreach efforts generating positive press about the region.
6) Describe the prior success of your event /activity /facility in attracting tourists.
2015 Seattle Southside Measurable Outcomes:
Website Conversions: 463,920 unique visits resulting in 9,929 reservations x $952 average party
spend* _ $9,452.218 estimated direct spend
Website Orbitz Bookings: 906 room nights' x $402 per trip* _ $364.212 estimated direct spend
Group Sales: 63 booked groups in =10, 321 attendees' x Average Length of Stay (ALS) 2.4 days' x
overnight day spend per attendee $166'` _ $4.111.886 estimated direct spend
Shuttle Riders: 25,7 78 riders' x $172 average spend^ _ $4.433.816 estimated direct spend
risitor Center Inquiries: 21,210 inquires =11, 878 trips in hotel x $1,084 per trip* _ $12,875,752
estimated direct visitor
VC Walk -in Hotel Reservations: 87 x $402 per trip * _ $34.974 estimated direct spend
$31,272,858 Total Estimated Director risitor Snendina
$1,460,503 Budget
= $1 to $21.41 ROI
*Dean Runyan Report 2015p
^ H2R Shuttle Conversion: Study (Anyone who spent less than $25 or anyone who spent more than $1,000
were not included in the results.)
7) If 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 program has been in existence for 16 years
and is an internationally recognized destination marketing organization having received numerous
marketing awards.
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100
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.
Please see Attachment B, the Interim 2016 Media Plan. Additional Media buys will be
implemented once the new 6-year RTA Strategic Plan and 2016 -2017 Marketing /Media Plan are
approved by the RTA Board of Directors mid-2016
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of Tukwila.
Please see Attachment C, the Interim 2016 Major Sales and Marketing Initiatives. Additional Sales
and Marketing Initiatives will be implemented once the new 6-year RTA Strategic Plan and 2016-
2017 Sales and Marketing Plans are approved by the RTA Board of Directors mid- -2016.
10) Is the City able to use your digital and print media for collaborative marketing?
Yes, we are very interested in learning more about the City's collaborative marketing opportunities.
11) Measurements and Metrics
The RTA is expected to exceed last year outcomes. Below is based on 2015.
As a direct result of your proposed tourism- related service, provide an estimate of:
a. Overall attendance at your proposed event /activity /facility
526,176
encounters
(unique web
visits, phone
calls, walk -
ins, group
attendees)
b. Number of people who will travel fewer than 50 miles for your
26,309
event /activity
c. Number of people who will travel more than 50 miles for your
499,867
event /activity
d. Of the people who travel more than 50 miles, the number of people
249,934
who will travel from another country or state
0
101
-e. -Of- the people who travel morethan 50 miles, the number of people
who will stay overnight in Tukwila.
69;981
f. Of the people staying overnight, the number of people who will stay in
59,985
PAID accommodations (hotel /motel /bed - breakfast) in Tukwila.
g. Number of paid lodging room nights resulting from your proposed
94,373
event/ activity /facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
12) What methodologies did you use to calculate the estimates and what methodologies will you
use to track outcomes, such as total participants, estimated visitor spending, etc?
A variety of methodologies are used to track outcomes based on the desired metric i.e.: Website
analytics, direct visitor counts, and group sales RFPs.
Average estimated visitor spend per category of visitor, inchiding day, all overnights and hotel /motel
overnights and total spending at the destination ivere derived from the Dean Runyan Associates
Seattle Southside Travel Impacts, 2003-2015p research report. Additionally, ttivo conversion studies
were conducted by MR research to quantify Seattle Southside's inquiry conversion rate, determine
how much money converted travelers spent in the area, and, quanta the average spend by each
shuttle rider to Wesiyleld Southcenter from SeaTac hotels.
13) Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
City of SeaTac $71 S, 000
City of Des Alloines $20, 000
14) Are you applying funding from Seattle Southside Regional Tourism Authority (RTA)? If so, in
what amount?
Not Applicable.
15) What is the overall budget for your event /activity /facility? What percent of the budget are
you requesting from the City of Tukwila?
$5.2M Seattle Southside RTA's approved 2016 Budget (provided the RTA receives $337,500 in
lodging taxes from the City of Tukwila per the approved Inter -local Agreement).
$337,500 equates to 6.5% of the total budget. The lodging taxes requested will be used for activities
listed in Attachment A.
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16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
At a minimum the RTA would consider cutting services that may include the Westfield
Southcenter satellite Visitor Center.
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��^^��n n Exhibit
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 eTukwila business license (list of licenses to be provided bv 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.
S. 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
6` Organize familiarization /FAK8\ 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
8. Seattle SouthsideRTA will use its social media platforms such asFacebook 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 PRsupport.
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 hoUdays.
11. Produce an Annual Seattle Southside Report and present report to the City Lodging Tax Advisory
Committee, City Council, or other meetings, if requested bv the City. Report will include a summary uf
the annual marketing initiatives implemented, measured performance outcomes and ROL
SOUTHSIDE►iV
Apr2216
Phase 1 -2016 Media Plan
MeatingaMat.com
MeetingsNet Today
MuItlViaw Association Group
MPI (Meetings Professionals Intl)
American Meetings, Inc
SGMP (Society of Gov. Meeting Profs.)
NTA (National Tours Assoc.)
Description
180x150 Dally E- newsletter
with 50words copy
300x250 E- newsletter
782 x 90 Emewsletter
782 x 90 E-newsletter
782x90 E- newsletter
Description
Digital Radio
Pandora (GeoTarget WA,OR,ID) :30 spots+ 599600 display
Pandora Demo target 300x250
Audience
39,000 subs
15,000 subs
61,000 subs
4,000 subs
5,000 subs
Audience
Adults 25-65,
Leisure Travelers
Digital- Programmatic 300x250, 72800, 160x600, 300,50 Adults 25.65,
Managed DSP Online /Mobile Banners Banners (Inc mobile, tablet) leisure
GeoTarge6 Vancouver, BC, WA, 09, ID
Demo Targeting: Leisure Traveler, Meeting Planners, Behavodel Targeting, Travel contextual targeting
Performance analytic fees Ad servingfreperting
Digital- Social Media
Facehook, Twitter Click towebsite ad( text /logo)
Radio
Vancouver, BC radio :30 spots
CKNW -AM (N/T), CHQM -FM (AC), CFMI (CR)
Print
Alaska Air/Horizon Air
Via (AAA Oregon /Idaho)
Journey (AAA Washington /Idaho)
Bonus: Joumey enewsletter
1/3 Page Square
1/3 Page Square
1/3 Page Square
6/13 e- newsletter 400420 banner
Travel Enthusiast
Adults25+
857,290
450,000
657,910
AAA opt In subs
Imp(0m00) done Schedule
1,170 Runs 5x/wk
540 Runs 3x /wk (M,W,F) /12x mo avg
793 Runs Tuesdays
53 Runs Thursdays
65 Runs Tuesdays
Imp(0nu09) iona Schedule
Cost Total coat
5947 55,682
55,760 56,776
51,200 51,412
52,480 52,918
$3,000 53,520
Meeting Planner Group Subtotal 520,318
Coat /Ina month Total cost
7,685 16 weeks (4 wits/mo)
28,000 March 1 -June 30
1,009 Monthly
1,350 9 weeks (3 wks /coo)
125grps /wk
2,572 Apr, May, June
1,035 May /June
1,100 May /June
65
0
01
518,750 575,000
582,353
57,492
$600 52,408
55,300 547,042
(US funds)
55,615 516,845
$3,930 53,930
$5,787 55,787
Leisure Subtotal 5240,849
GREEN RUBINO
January
4111)15
i
t
vir :i... WSW
i#i my!sn<=sia_
at due: 3 /14
3
0
Cvent v Mana ement software services 2 Diamond listing, banner ads on Seattle and
Management Tacoma's pages, copy feature Meeting Planners Annual $22,000
NTA Notebook Full Page Tab Tour Operators 700 Conference:Jan 31 -Feb S 81,250
Reunion Friendly Network Full Page Military Reunion Planners 10,000 Jan /Feb, Annual Directnnj, May/June, Sept/Nov $9,620
BookMyReunlon.com Listing -Top Reunion Destination Military Reunion Planners Annual 5750
Sport Events Magazine: Annual Planner's Listing Sport Event Planners 16,000 Annual 895
WSAE
Full Page In Membership Directory &Guides Meeting Planners Annual
Full Page In The Washington Executive newsletter Quarterly
81,200
co plate
at complete
at Complete
Matdue:l/2a
t duo: 4/20 - Matdue:7 /20
&Newsletter
Journey (AAA Washington /Idaho) Custom Ebiast AAA opt in subs 75,000 Feb 8, Sept 14 $5,000 $10,000
ExperienceWA Custom Eblast and content Leisure Travelers Op -in 19,000 Mar, Oct, Annual for content $5,000
Print
Washington State Travel Planner Full Page, Inside Front Cover Leisure Travelers 937,500 Annual 815,371 $15,371
Rack Card
Certified Folders 4.25"x21" Double Sided Card & Map Travelers In S5 and Airport 127 locations Annual 83,640
Mat due: 1 /25 1
' Mat due: 2 /10
fat due: /29
Mat Complete
GRAND TOTAL
raps.
Commmitad Media Subtotal $318,926
45,428,000 Total Campaign $580,093
2016 Major Initiatives
Marketing & Communications ....................... ..............................3
Sales & Services ..................................................................... 5
Visitor Services ...................................................................... 8
WIR
Seattle Southside features the perfect 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 Northwest.
Call us or stop by the Seattle Southside Visitor Center and we'll gladly help you plan your ideal
vacation package. You won't want to miss The Museum of Flight, Family Fun Center, Westfield
Southcenter Mall and some of Seattle's best entertainment, restaurants and shopping.
Every adventure needs a home base. Make Seattle Southside yours!
ABOUT SEATTLE SOUTHSIDE REGIONAL TouRism A umowy:
Seattle Southside Regional Tourism Authority (RTA) is the official regional destination marketing
organization (DMO) for the cities of Sea Tac, Tukwila and Des Moines. Seattle Southside RTA
promotes the combined communities as a destination branded "Seattle Southside" to create
increased economic impact through marketing the destination's numerous travel and tourism
businesses. Seattle Southside RTA is highly regarded as an effective organization and valued
within our communities, region and state.
VISION STATEMENT.-
To position Seattle Southside as a destination of choice for practical travelers to Seattle while
enhancing the image, confidence and economic strength of the region.
MISSION STATEMENT.-
As a brand-driven and entrepreneurial destination marketing organization, Seattle Southside RTA
provides advocacy and innovative services to competitively market the destination. This function
helps create jobs, grow tax revenues, and improve quality of life for our businesses and residents.
MAJOR INITIATIVE.-
The major initiative of 2016 for Seattle Southside RTA is to complete a five-year strategic plan.
Development of the plan will occur in the first half of 2016, meanwhile the RTA will maintain interim
marketing, communications, business development, sales and visitor services. Once the plan is
complete a new major initiative plan will be developed.
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MARKETING & CONUMUMCATIONS
The marketing and communications department promotes Seattle Southside as the perfect
destination for practical travelers through implementation of consistent, targeted, 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;
S. Attract more groups, leisure travelers and business travelers
20116-Interim Major Initiatives
(1, 3 & 6) 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.
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(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.
(1 & 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
tournament 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 & 6) 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.
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SALES & SERVICES
Seattle Southside RTA provides key leadership and helps build integrated marketing initiatives and
resources critical in connecting and motivating key visitor segments.
Key focus:
1. Prospecting Opportunities & Acquiring Business - Establish Seattle Southside
as a value-driven, quality destination for groups hosting events for 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
• Sports tournaments and conventions
• Other groups to pursue 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 network 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 Home Base
in the Pacific Northwest." Maintain memberships, and cooperate, network and participate in co-op
marketing efforts where appropriate with the following trade organizations:
• Reunion Friendly Network (RFN)
• Your Military Reunion Connection (YMRC)
• The Alliance of Military Reunions (AMR)
Utilize mailing list to send letter of 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.
112
(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 operators 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
11
113
to best leverage area assets, brainstorm co-marketing/sales efforts, and support each others 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 EmpowerMINT, an interactive too[ 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.
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VISITOR SERVICES
Seattle Southside RTA strives to increase visitor spending through enhanced concierge services
and engaging customer experience. Maintain relationships with local community and stakeholders
with increased opportunities for cross promotion.
Key focus:
1. Visitor Information Centers — Operations of two Visitor Centers (VCs) that provide
personalized concierge assistance to visitors who request the services of Seattle
Southside via in person, phone or email.
2. Local Businesses and Residents — Work with local industry business to promote
and increase tourism spending. Build awareness for 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 influential target audiences and increase visitor
volume, length of stay and tourist spending in the region by providing increased quality,
complimentary full-service concierge assistance including;
• Maps, directions, brochures and sightseeing and logistical guides
• 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
• Transportation information
• Accommodation referrals & bookings
Westfield Southcenter Visitor Center
The Visitor Center located in the former concierge desk in Westfield Southcenter Mall has
proven to be successful year after year and will continue to be an important part of visitor
services in 2016. The VC is funded primarily by Tukwila lodging tax.
SeaTac Visitor Center
The RTA currently operates a VC at its office at 3100 S. 176th Street in the City of SeaTac and
will continue to operate it. Based on 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 d6cor; three-dimensional map of the Puget Sound; etc.
115
(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.
(6) 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.
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116
Associates
Travel SEATTLE SOUTHSIDE
r 2003-201,V-,
February 2016
117
TRAVEL IMPACTS, 2003 -2015P
TUKWILA, SEATAc, & DES MOINES
Prepared for the
Seattle Southside Regional Tourism Authority
3100S. 176`h Street
Seattle, Washington 98188
Prepared by
Dean Runyan Associates, Inc.
833 S.W. Eleventh Avenue, Suite 920
Portland, Oregon 97205
(503) 226 -2973
www.deanrunyan.com
February 2016
118
SEATTLE SOUTHSIDE TRAVEL IMPACTS, 2003-2015P
TumLA, SEATAC & DES MOINES
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 Travel Trends (annual estimates of economic impacts and lodging
sales for the larger Seattle Southside)
• Travellmpact5 in Des Moines, 5ea7ac and Tukwila (summary estimates for 2015p,
only)
• Visitor Volume (major trends and characteristics)
• Detailed Spending and Visitor Volume Tables
• Detailed Impact Tables
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 ASSOCIATES
PAGE I
119
SEATTLE S0`UTHGUDE TRAVEL l[RENDS
Travel spending iD the Seattle SouthSideiDC[eased by 6.8 percent from 2O14to
2015(p[OlinOiD8n). Earnings, employment and tra8/8LpeD8F8t8d tax [8C8iDts also iDCr98S8d.
This was the fifth consecutive year of strong growth in the Seattle Southside travel industry.
�� $150
ra
$lOO
� $50
$U
Seattle Southside Travel Trends
SeattleBomthside Lodging Sales
0EAMRUNYAN AssUOATES
Lodging sales (in current
dollars) were $237 million
in 2015 (nn8liDliDan).
Source: Washington State
Department o[Revenue. Lodging
sales calculated from l% Additional
Hotel/Motel tax for Des Moines,
SeaTac and Tukwila.
03 04 05 06 07 UD 09 70 ll 12 13 14 15p
PAGE 2
Spending
Earnings
Employment
Tax Receipts (Willions)
Local
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
4i710
17.7
24.3
41.9
2006
479.8
144.5
4.650
22.5
25.4
479
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
0315
46
40
10
67
43
54
SeattleBomthside Lodging Sales
0EAMRUNYAN AssUOATES
Lodging sales (in current
dollars) were $237 million
in 2015 (nn8liDliDan).
Source: Washington State
Department o[Revenue. Lodging
sales calculated from l% Additional
Hotel/Motel tax for Des Moines,
SeaTac and Tukwila.
03 04 05 06 07 UD 09 70 ll 12 13 14 15p
PAGE 2
TRAVEL IMPACTS IN F$ WINES, SEATAC.AND.TVKWILA
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 necessarily less reliable
than the estimates for the larger Seattle Southside due to data limitations.)
Travel Impacts within Seattle Southside, 2015p
Lodging Sales within Seattle Southside
2015p
Des Moines,
Source: Washington State Department of Revenue.
Lodging sales calculated from 1 % Additional Hotel/Motel
tax for Des Moines, SeaTac and Tukwila.
DEAN RUNYAN ASSOCIATES
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.
PAGE 3
121
Travel
Tax Receipts
Spending
Earnings
Employment
Local
State
Total
($Million)
($Million)
(jobs)
($Million)
($Million)
($Million)
Des Moines
35.3
12.8
320
1.8
1.9
3.6
SeaTac
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 Southside
2015p
Des Moines,
Source: Washington State Department of Revenue.
Lodging sales calculated from 1 % Additional Hotel/Motel
tax for Des Moines, SeaTac and Tukwila.
DEAN RUNYAN ASSOCIATES
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.
PAGE 3
121
VISITOR VOLUME
4.0
3.9
3.8
c 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
Hotel/Motel Visitor-Nights, 2015p
(Percentage of All Overnight)
Seattle Southside
King County
Washington State
0% 20% 40% 60% 80% 100%
Visitor Air Arrivals at SeaTac International Airport
Domestic Flights
21 "#
r
0 5.5
5.0
.2
4.5
4.0
03 04 05 06 07 08 09 10 11 12 13 14 15p
DEAN RUNYAN ASSOCIATES
122
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 of all
visitor nights in the Seattle
Southside are attributable to
Hotel/Motel stays. This
percentage is much greater than
for King County and Washington
State. (See bar chart to left.)
Visitor air arrivals (domestic only)
to SeaTac airport have also
increased for the sixth year in a
row. (Note: Visitor air arrivalsdo
not include return flights that were
initiated at Sea Tac, nor passengers
making connecting flights.)
Source: U.S. Department of
Transportation Airline Origin and
Destination survey.
PAGE 4
DETAILED SPENDING AND VISITOR VOLUME TABLES
The following three tables are iOter-relBt2d. The first, �Visitor Spending b« Type OfTraveler
Accommodation, reports the total annual spending estimates for each type Ofvisitor. The
SRO]Dd, /\V8r8ge Expenditures for Overnight Visitors, reports the average daily and 8V8[8g8
trip expenditures for each type Of visitor for 2Ol5p. The third table, Overnight Visitor
\/OlUrO8, [epOMS 8nOU8l visitor VOlU[ne for each type of visitor. \/0lUDl8 is broken Out in
terms Of trips and nights and visitors (p8[SODS) and travel parties. /n general, multiplication
of an average spending numbers with the appropriate volume number will yield the annual
total spending number for that type Ofvisitor. (See appendix B.)
Day travel [Cp[8S8DtS l8SS than five percent Ofall visitor spending in the Seattle SOUthSid8
/$24.8 rnil!iOD in 2015p\. Due t0data limitations, reliable estimates 0f visitor volume and
average expenditures cannot be reported for day travel.
2014 Visitor Spending by Type of Traveler Accommodation ($Million), 2005-2015p
Note: Destination spending does not include ground transportation expenditures for travel to other
Washington destinations.
Average Expenditures for Overnight Visitors, 2015p
Travel Party
2005
2007
2009
2011
2013
Size Stay (nights)
2N1
All Overnight
429.8
491'9
431'4
477.4
535.3
590.1
634.0
Hotel, Motel
414.2
475.6
414.7
459.2
516.0
570.1
613.7
Other Overnight
15.6
16.3
16.7
18.2
19.3
20.0
20.3
Day Travel
18.8
20.1
18.3
20.5
22.5
24.1
24'8
Spending atDestination
448.6
512'0
449.7
497.9
557'8
614.2
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
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
$409
2.1 2.5
Overnight Visitor Volume, 2013-2015p
Visitor-Nights (000)
Party-Nights (000)
2013
2014 2015
2013
2014 2015
Hotel, Motel 2,945
3,126 3,274
1,376
1/464 1,538
Other Overnight 556
565 571
273
278 284
All Overnight 3,501
3,690 3,845
1,649
1,742 1,822
DEAN RUNYAN ASSOCIATES PAGE 5
Visitor-Trips
2013
2014 2015
2013
2014
2015
Hotel, Motel
1,257
1,334 1,397
581
618
649
Other Overnight
155
158 159
74
75
77
All Overnight
1,412
1,491 1,556
655
693
726
DEAN RUNYAN ASSOCIATES PAGE 5
DETAILED lmPAcT TABLES
The following table ShOYY5 spending estimates for all categories of visitors, including J:v
travel, earnings and employment estimates by industry sector, and traveLgeDeratedtax
receipts.'
8esttKeSmmthside
Travel Impacts, 2005-2015p
2005 2007 2009 2011 2013 2014 2015
Total Direct Travel Spending ($Million)
Destination Spending 448.6 512.0 449.7
497.9
557.8
614.2 658.8
Other Travel* 6.0 7.8 6.4
8.9
8.7
8.4 6.4
Total Direct Spending 454.6 519.8 456.1
506.8
566.5
622.6 665.2
Visitor Spending bn Commodity Purchased ($Mi[lioo)
Accommodations 150.8 190.8 154.4
168.4
191.1
219.8 249.2
Food Service 121'7 132.5 124.8
138.7
158.4
172.1 184.4
Retail, Entertain/nent& Local Transport 176.1 188.7 170.4
190.8
208.3
222.2 225.1
Destination Spending 448.6 512.0 449.7
497.9
557.8
614.2 658.8
Industry Earnings Generated by Travel Spending ($Mi[|imn)
Accom.& Food Sen/. 100.9 115.5 110.9
112.8
128'4
139.0 147'0
Retail, Entmrtainrnent& 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)
Acconn.& Food Serv. 3,380 3,550 3,290
3,180
3,450
3,590 3,680
Retail, Entertoinnnent& Local Transport 1,340 1,250 1,160
1,170
1,200
1,260 7,270
Total Direct Employment 4,710 4,800 4,450
4,360
4,650
4,860 4,950
Government Revenue Generated bv Travel Spending ($MD];wm)
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 m totals due mrounding.
*Other Travel reflects ground transportation expenditures for travel to other Washington
destinations.
`The economic impacts for the Seattle Southside do not include travel to and from SeaTac|Nternationa|
Airport This passenger air travel accounted for lO,6OO jobs with earnings of$95O million in2814.
DEAN RUNYAN ASSOCIATES PAGE 6
APPENDICES
APPENDIX A: KEY TERMS AND DEFINITIONS
APPENDIX B: TRAVEL IMPACT INDUSTRIES MATCHED TO 2007 NAICS
APPENDIX C: RELATIONSHIP BETWEEN SPENDING AND VOLUME
APPENDIX D: REGIONAL TRAVEL IMPACT MODEL
DEAN RUNYAN ASSOCIATES PAGE 7
125
KEY TERMS 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 directly generated 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 eam
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 ASSOCIATES
126
NMI
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 sold.
Travel party: A travelparty includes all visitors (adults and children) traveling together.
The party5ize 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
5tayfor 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 PAGE 9
127
TRAVEL IMPACT INDUSTRIES MATCHED TO NAUCS
TRAVEL IMPACT INDUSTRY NAICS INDUSTRIES* (code)
Accommodation & Food Services
Arts Entertainment & Recreation
Retai |
Ground Transportation
Accommodation (721)
Food Services and Drinking Places (722)
Residential Property Managers (531311)
Performing Arts, Spectator Sports (711)
Museums (712)
Amusement, Gambling (713)
Scenic and Sightseeing Transportation (487)
Miscellaneous Industries (see note**)
Food & Beverage Stores N45
Gasoline Stations (447)
Clothing and Clothing Accessories Stores (448)
Sporting Goods, Hu66v Book, and Music Stores (451)
General Merchandise Stores (452)
Miscellaneous Store Retailers (453)
Interurban and rural bus transportation (4852)
Taxi and Limousine Service (4853)
Charter Bus Industry (4O55)
Passenger Car Rental (532111)
Parking Lots and Garages (812930)
Notes: ~Govommentente,wize (e.g,park systems) are included in this classification.
"Includes parts vf industries m other sectors (e.g, accommodation, charter bu$.
A more detailed description of these industries can be found at http://www.ntis.gov/naics.
DEAN RUNYAN ASSOCIATES
APPENDIX C
I RELATIONSHIP BETWEEN SPENDING AND VOLUME
The Spending, Average Expenditures and Volume tables are computationally related as
shown below.
Spending equals Average Expenditures muftipliedbyVolume for comparable party/person
and night/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
YEAR
alculated from er
All Overnight
Hotel, Motel 160,000 x $200 $32,000,000 (Calculated from party-nights) 32.0
Private Home 1, 030, 000 x $20 = $20,600 -night 20.6
, 000 (calculated from person - nights)
Other Overnight 10,000 x $350 = $3,500,000 (calculated from party-trips) 3.5
Campground 3.0
Vacation Home 0.5
Day Travel
30.0
Spending at Destination 86.1
Average Expenditures for Overnight Visitors, YEAR
Overnight Visitor Volume, YEAR
Visitor-Nights (000) Party-Nights (000)
YEAR YEAR
Hotel, Motel 160 x 2.4 = 384
Private Home 1,030
160
412
Other Overnight 102 30
All Overnight 1,516 602
Visitor-Trips (000) Party-Trips (000)
YEAR YEAR
Hotel, Motel 226
Private Home 1,030 / 2.6 = 396
Im
Other Overnight _-_34 10
All Overnight
263
DEAN RUNYAN ASSOCIATES
PAGE 11
129
Travel Party
Visitor (Person)
Party
Length of
N ights
Trip
N ights
Trip
Size
Stay (nights)
Hotel, Motel
$200
$340
$83
$142
2.4
1.7
Private Home
$50
$130
$20
$52
2.5
2.6
Other Overnight
$117
$350
$34
$103
3.4
3.0
All Overnight
$494
$214
$197"_`i�
2.5
2.3
Overnight Visitor Volume, YEAR
Visitor-Nights (000) Party-Nights (000)
YEAR YEAR
Hotel, Motel 160 x 2.4 = 384
Private Home 1,030
160
412
Other Overnight 102 30
All Overnight 1,516 602
Visitor-Trips (000) Party-Trips (000)
YEAR YEAR
Hotel, Motel 226
Private Home 1,030 / 2.6 = 396
Im
Other Overnight _-_34 10
All Overnight
263
DEAN RUNYAN ASSOCIATES
PAGE 11
129
'PRIMAkYDATA' SOURCES
'-;�,
Room Demand,
Visitor Surveys,
Population, Visitor Volume
Inventory/Use of
Campsites & => (Travel Party Days by
Second Homes, Type of
Visitor air Accommodation)
arrivals I
Accommodation
Sales, =>
Visitor Surveys,
Visitor
Airfares
Note: Receipts equals
Spending less
P05 Taxes
Ratio of
Earnings to
Receipts for
relevant
Industry
Average
Annual
Earnings per
job for
relevant
industry
M WIN re Me
ECONOMIC I M"P'AC'TS O-'F',TRAVEL
Visitor Spending
(Type of
Accommodation and
Type of Commodity)
Business Receipts
(not reported)
I
Earnings
(By Industry)
=> Employment
(By Industry)
APPENDix D
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 implicit tax rates
applied to visitor spending,
business receipts, and
employee earnings. Lodging
tax receipts reflect actual tax
collections.
DEAN RUNYAN ASSOCIATES PAGE 12
130
seattle southside shuttle bus economic impact study eis
h2r market research
Project Overview
PURPOSE
The purpose of the Seattle Southside Shuttle Bus Economic Impact Study was to estimate shopping
revenue generated from shuttle bus riders as well as provide a profile of those who used the shuttle to
visit the Westfield Southcenter.
TARGET AUDIENCE
The Seattle Southside Shuttle Bus survey was conducted among those riding the Shuttle Bus for the past
9 months. The surveys were distributed by shuttle drivers and passengers were asked to fill out the
surveys and return them upon departing the shuttles.
SAMPLE
A total of 1,865 respondents were interviewed for this study providing a maximum margin of error of
+/ -2.3% at a 95% confidence interval.
G)
G)
Seattle Shuttlebus Offers Great Service
® 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.
G)
01
Shuttle Pick -Up Location
The most popular locations to catch the Seattle Southside shuttle include the Doubletree, Hilton, Crowne
Plaza, Radisson and Holiday Inn Express.
26%
15%
12%
6 %:
Doubletree by Hilton Hilton Seattle Airport & Crowne Plaza Seattle Radisson Hotel Seattle Holiday Inn Express
Airport Hotel & Suites Seattle-
SeaTac Airport
Seattle Airport
Conference Center
Airport
Q4: From which SeaTac hotel did you catch the shuttle? 6
RESPONDENT BASE: ALL RESPONDENTS': (' -N =1;865
Hearing About Shuttle Services
The front desks of the hotels are the best marketing avenue for the shuttle services. Very few riders heard
about it from the other sources available.
Hotel front desk
Word of mouth • 5.0%
Hotel website 1.9%
Shuttle brochure or website 1.3%
Meeting planner 1 1.3%
Visitor Center 1 0.4%
Seattle Southside website or vacation planner 1 0.4%
Saw the shuttle driving by 1 0.4%
Other 1 2.2%
87%
05: How did you find out about the shuttle service?
7
RESPONDENT BASE: ALL RESPONDENTS' N=1,865
Primary Purpose of Trip to the /'A rea
More people 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 are much more likely to be visiting
for leisure (56 %).
Leisure
32
Business
42%
Mix of Leisure & Business
12%
Convention
Q6: What was the primary purpose of your visit to the Seattle Southside area on this 8
particular trip?
RESPONDENT BASE: ALL RESPONDENTS;] N= 1,865
Activities and Time Spent at Westfield Southcenter
Shopping and dining were the most popular activities participated 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 12%
Other I3%
59%
90%
Q8: What activities did you experience at the Westfield Southcenter during your visit?
Q9: How long did you spend at the shopping center on this particular occasion?
Time Spent at Westfield — 2.8 Hours
4 hours
16%
5+ hours < 1 hour
6% 3% 1 hour
9%'_
2'hours
36 %,
3 hours
30%
RESPONDENT BASE: ALL RESPONDENTS ( N =1,865'-
Money Spent at the Shopping Center
The average rider spent approximately $172 on their trip to the Westfield Southcenter. Those visiting from
outside the United States and those with higher incomes spent the most on their trip.
$167
$177
$165
$185
$165
$162
$119
$201
$158
18 -34 YRS 35 -54 YRS 55+ Families Adults HH Income HH Income HH Income United Canadian Visitors
< $50k $50k - $99k $100k + States Visitors from
Visitors Other
Countries
$272
Per Person*
010: Approximately how much money did you spend on this outing to the Westfield
Southcenter?
*Only those who spent at least $25 were included in the calculations.
RESPONDENT BASE: ALL RESPONDENTS
10
1 N=1,865
Satisfaction with Shuttle Services
Shuttle riders were very satisfied with the services provided. They found the drivers to be friendly and 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
91%
Friendliness of
the driver
% Somewhat /Very Satisfied
92%
Cleanliness of
the shuttle
85%
Timeliness of
the shuttle
90%
Comfort o
the ride
Q11: Using the scale provided, please rate how satisfied you were with your experience with
the shuttle service you used for transportation to and from the shopping center across the
following areas:
BASE: ALL RESPONDENTS I N =1.865
Net Promoter Score
NPS (Net Promoter Score) is a measurement tool used across industries to evaluate net consumer
satisfaction using a single point of accountability. Given the importance of social media and positive word of
mouth advertising, it is mission critical that brands monitor their level of brand advocacy and the Net.
Promoter Score is considered one of the best tools for doing so.
"How likely are you to recommend this shuttle service to a friend or family member"
NEUT J L
DETRACTORS
TEAS
Net Promoter Score = (% Who are Promoters) — (% Who are Detractors)
Developed by Satmetrix, Bain & Company, and Fred Reichheld in The Ultimate Question
12
Net Promoter Score
Eight in ten shuttle riders would recommend the service to friends /family and only 7% would not — providin
net score of 73%. Those over the age of 55 and those living the closest to the area are most likely to
recommend the shuttle service to others.
Promoters (9 -10) ' Neutrals (7 -8) ® Detractors (0 -6)
Net Promoter Score by Category.
18 -34 YRS
35 -54 YRS
55+
Families
Adults
HH Income < $50k
HH Income $50k - $99k
HH Income $100k+
United States Visitors
Canadian Visitors
Visitors from Other Countries
60 %;
94°
741
74%'
7
78 %:
74%
40 %:
Q12: Using the scale provided, please indicate how likely you would be to recommend this
shuttle service to friends or family members?
13
RESPONDENT BASE: ALL RESPONDENTS N=1,865
Demographic Profiles
Foreign visitors had the largest party size and, along with families, had the highest income and were most likely to use
the Visitor Center located in the shopping center.
Overall Families Adults United States Canadian Foreign
Visitors Visitors Visitors
# of People in Shuttle Party 2.6 2.6 2.5 2.2 2.3 3.5
Visited Visitor Center 36% 42% 34% 32% 41% 43%
% Male 30% 40% 26% 26% 45% 36%
% Female 70% 60% 74% 74% 55% 64%
Average Adult Respondent Age 40 40 40 42 48 35
Families 29% 100% 0% 26% 43% 32%
Adults 71% 0% 100% 74% 57% 68%
HH Income $105k $125k $96k $96k $112k $128k
14
Thank You!
agaroutte @h2rmarketresearch.com
417.877.7808
1717 E Republic Road, Suite C
Springfield, MO 65804
0 @H2RMktResearch
H2R MARKET RESEARCH
Know Your Customer
146
'iy f kwil Allan Ekberg, Mayor
Mayor's Mayor's Office - David Clin trator-
Staff Memorandum
LodWhm 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.
Museum of Flight
May, 2016
Page 2
create a 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 Museum, have a positive experience and
then tell their friends and families.
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.
148 Phone: 206-433-1800 • Email: Mayor@TukwilaWA.gov * Website: Tukwi[aWA.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 3rd party organizers holding.eve% s'at the Museum to utilize Seattle
I II, II �IIIII,,
Southside (Tukwila, SeaTac, and Des Moines) hotels) IjC,ontractor will, when appropriate, provide
3rd party organizers a one page promotional flyer asibn!attalc l;�!Imentto its rental contracts. The
tlllllj'I', i,,,• ''I'll,�ltll "I �'
content of the flyer will be mutually agreed upon,by the City an lh,e Museum.
3. The Museum will invite City staff and SSRTA staff members to present��o;,Museum staff and /or
II � III i :. I�,III
volunteers to SSRTA guest relation program I m o, rder to ensure staff and % ".uvolunteers help
promote tourism in the City in partnership ands" hf6ugl� ���IFii&t ty and SSRTA.I' " "�jl�lulpp;,
II
i I i it 7 ij!;! I) j� loll IIUII!JI.
�' !I.
4. The Museum will work with the City s partner, SSRTA, 'flt��lo lll Ielreate vacation packages directed
toward overnight guests. lift
5. The Museum will seek public relations opportunities to recognize :the City in press releases,
posters, etc.
6. The Museum will include the Cityin.any donor;listings.
7 The ,(Vluseuin "'Vvil[�IplybIIsh"an article in 61016 issue ofAloft magazine (read by over 50,000
lllll�i ill�!I��i!I'll "' I illll tlllf I `tl � : >
pu I�lople) about the ` Ct '4, II�IIOf Tukwila The article could include a discussion about things to do
IIII�
of side of the Museum I on visits to the City, dining options, and /or stories of interests as well as
highlighting the Museum' Ilg4"lf'"i!j Tukwila p anershi P• The City will have the opportunity to provide
input tol'Itll, t „O,: ;content of h:I!IVI,
9116 eiii fllicle.
Nllii,� I, UI !I 6Ij lji�
8. The Museum shall contrib� e an article to one edition of the City's section of the Tukwila
Reporter or Haze1h&,:(as'deemed most appropriate by the City) about the partnership and
uii!i lb!!LI'; �r
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, #Cityoffukwila, 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:
149
o. Dedicated booth next to the aircraft of your choice on Saturday, June 18". The booth
can feature discounts to local stores, information about things todo, information on
hotels, and other collateral and products from companies located inTukwila.
b. City logo on schedule of events collateral for the grand opening weekend (June 25 t»\.
m
c. Signa&e and exposure in the Aviation Pavilion through July 13.
Total Value $10,000
11. The City shall be the presenting sponsor for the Activities on August 6m
th
and 7 . As the presenting sponsor the City shall have the f jjd,',Wing benefits:
a. Acknowledgment on the Museum's Jet Blast,-:8�gh`!W'I`ebpage with linked logo.
b. A prime dedicated 10 by 10 tent with 6'ta"61,'e"'s'!"'for*"'i�,'Oways, information, and/orfor
hospitality. Museum understands the,Cit.,�"jiwill use its b6�btbjo promote other
businesses in the City or make the,bb6Xh available to SSRT T�111!j!i1j"
c Photo onoTn opportunity arvip vieffing party with 1<3 City of,Tbkwila (or similar props)
— --^^~^`~'^'^~~~'~' media cross prornotion,pbstfleading up to ah"Y'during the event.
City can use the cross "promotions to p 05ttivities, dining, shoppihg, and hotels in
— —rr~'^~'`^, to r~^,'~^'~ ^~ Promotional '~-^'~^~~'~
be discounts and coupons or6ctivitje`s";`dinJ ng, sho and/or hotels in Tukwila.
Total Value $10,000
12. The City shall b6fisted as the'presenting sr
Event." As the pres 0, ing sppnsorithe City
c Dedic o. provide ii
Total Value $5
. )onsbr for the "Museum of Fright Family Halloween
shall,have the following benefits:
5 , prom I otion posts leading up to and during the event.
iformation and giveaways about City Hospitality
13. The City shai'l mber 3morloth.
As the presenti City shall have the following benefits:
a. Achnow|e n the Santa Fly |nvvebpage with linked logo.
b. Minimum offiVb social media cross promotion posts leading upto 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 for 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:
91-0785826
Mailing Address:
9404 East Marginal Way South, Seattle,
Primary Contact Name:
Je Bauknecht, 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 ormarketing.
Operation ofa special event or festival designed toattraottourists.
~,
Operation of a tourism-related facility owned or operated by a non-profit organization.
Operation and/or capital costs of a tourism-related facility owned by a municipality or a public
facilities district.
Check which one of the following applies to your agency:
~/ Non-Profit (Note: Attach a copy of your current non-profit corporate registration from the
Washington Secretary of State Office)
Public Agency
For Profit Agency/Business (Washington State IJBI Number:
I am an authorized agent of the organization/agency applying for funding. I understand that:
w |ornproposing 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
w
My agency will be required to submit a report documenting economic impact results in a
format determined b« the City.
May 15,ZO1
Signature: Date:
—
Matt Haves, VP & CFO
Printed or Typed Name:
1) Describe your tourism-related activity mrevent.
The Museum of Flight is one of the premier educational air and space museums in the world,
with a projected 2Ol6attendanceof65[iOOO.VisitorsconnetoihePNuseurnfornunmerous
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 l5O,OOU youth and educators through these education programs.
2)Ufonevent, list the event name, date(s),ond projected overall attenclance.
The Museum proposes to use the funding from the City of Tukwila LTAC to support broad
messaging for the Museum and support of the following special events which have proven to
be very popular with visitors over many years or are anticipated to drive large numbers of
tourists. .
• Aviation Pavilion Grand Opening/Father's Day Event: Grand opening week for the
Museum's new 140,000 square foot pavilion housing 19 of the Museum's iconic aircraft.
• ]et Blast Bash/SeafairActivities: This is the week the Marine's Blue Angels visit and ooU
the Museum of Flight home. Daily training flights and then performances onSaturday
and Sunday draw the largest crowds o[ the year.
• "Museum of Fright Family Halloween: Our Halloween special event where aviation
spirits come to life and the science and mystery of flight are found throughout the
Museum's entire campus.
• "Santa Fly In": This holiday-themed special event has been a Museum member favorite
for many years. Santa flies in by means of airplane or helicopter and meets the families
for holiday fun and activities. How does a reindeer fly?
in addition to the highlighted programs listed above, please find a listing of our 2015 public
programs for a broad perspective of the diversity of programs we offer.
3) is your event/activity/facility focusing on attracting overnight tourists, day tourists, or both?
The Museum focuses on both overnight and day tourists. Our special weekend events and
business conferences as well as our immersive education programs draw thousands of
overnight clients to the region while many of our annual family-friendly weekend events draw
visitors for the day from around the region.
Events such as the presentation of the Apollo Mission artifacts by Amazon's Jeff Bezos in
November 2015 not only bring excited visitors to the Museum but also garner valuable
coverage from National media, promoting the Museum and the region.
2
4) Describe why visitors will travel to Tukwila to attend your event/activity/facility.
The «�ot��� peers �t� ---J�^kli— one' of '
exxus�urn|snsco�noeo-, an the public cpnrennmenz
aerospace-museum visitor experiences in the world. The scope of the Museum's collection is
virtually unmatched within the industry, showcasing more than 250 air and space craft across
all genres and time periods. |n 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 ofthe 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 of2O26will 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 geographic target of the visitors you hope tmattract (loca{ly, regionally,
nationally, and/or YotemnatyonaY/n).
The Museum provides an experience for almost any age, education level or 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. Asa secondary audience, vve are increasing our reach
to families 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!
One of our most important targets are K-12th grade learners and teachers. To that end we
provide more than 22 different STEM based informal science programs both at the Museum
campus and offsite through outreach education staff. Our staff has facilitated programs
throughoutthePacific0orthvveatandacnosstheooun1ry'Overthe|astfouryearstheK4useumn
has continued to expand its online presence through a growing Digital Learning Department.
Several immersive education programs provide students across the state the opportunity to
work inornentored learning environment. Students first learn through online courses and then
many of them travel to the Museum for culminating experiences.
6) Describe the prior success mf your ci|ityVnattracting tourists
The Museum enjoyed ano1hersuccessfu|yearin2O25.xveloorning 527,39G visitors and reaching
157�179K-12m grade students and teachers with informal STEM education programs. |n
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. Historians, engineers, high school and college students, as well as film
3
production teams, use this vast collection to support research, aid indesign 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 ina 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 ci|it« provide background mmVv6nyouthink
it will be successful.
Does not apply.
8) Describe the media strategy you employ to promote your event/activity/facility hmattract
overnight and/or day tourists? Please list any digital or print media (nenvsletters, e-blasts,
social media, etc.) your agency uses or intends to use to promote your event/activity/facility.
The Museum ofFlight 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 bonthe
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-fendng, will be used heavily to reach day tourists.
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City mf 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 effort to drive
vvebsite traffic to the myriad lodging and other tourism businesses.
10) Is the City able tmuse your digital and print media for collaborative marketing?
When appropriate (not creating mixed messaging) theKUuseunoismillingt000Uaboratevvith
the City on cross-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
370,000
c.
Number of people who will travel more than 50 miles for your
280,000
d.
Of the people who travel more than 50 miles, the number of people
250,000
who will travel from another country or state
e.
Of the people who travel more than 50 miles, the number of people
25,000
who will stay overnight in Tukwila.
f.
Of the people staying overnight, the number of people who will stay in
12,000
PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
g.
Number of paid lodging room nights resulting from your proposed
14,000
event/ activity/facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
12) What methodologies did you use %o calculate the estimates and what methodologies m8Wyoo
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-tovvn Public Program guest speakers,
'
Special events related to public programs and private events surrounding The Boeing
Company's 1OOth Anniversary activities inZO1G,
' ZO1G 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
ILS) What is the overall budget for your event/activity/facility? What percent of the budget are
you requesting from the City of Tukwila?
The overall 2016 operations budget for the Museum of Flight is $20,976,123
The 2016 Museum marketing budget is $1,124,505. The requested $35,000 represents 3% of
the marketing budget.
16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
No events will be eliminated, but our marketing efforts and special event budgets would be
adjusted to meet available revenue.
156 6
Staff Memorandum
LodWnq 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
restaurants.
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 Hall a 6200 Southcenter Boulevard • Tukwila, WA 98188 • 206-433-1800 • Website. TukwilaWA.gov 157
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@Tukwi[aWA.gov * Website: Tukwi[aWA.gov
DRAFT, May 18,2016
Draft 2016 Scope of Services
For Discussion Purposes Only
General:
Contractor shall organize and promote and facilitate tournaments;:1, ' des and events at Starfire Sports
Complex with the goal of attracting over 10,000 room nights a nd..1:13 "m il lion annual visitors (not unique
visitors) in a collaborative working relationship with the City,bffi]k `ija. The purpose of this agreement
is for the tracking of hotel bookings, promotions and ma,Tke'tifig.
1. As needed, contractor shall refer teams
Regional Tourism Authority (SSRTA)ad
assistance with lodging, restaurants, a11
the City.
2. Contractor will encourage and
tournaments and events at5tarUr(
Moines) hotels. Contractor iU pr
landing page of sta'
estifiRion marketing organiiati6n for the City, for
T"'thei-3 party organizers holding
3r, 06'fty*.!6rganizers 6::j:o,�p page promotional flyer as an
to its rent!'if-Eo'ntracts.
4. C40 ,, h , t , r , a " t , t , d , r , w . 1, 11 :. p romoteth'in , gs to do iffthb City of Tukwila through its marketing department,
ti ia links in email signatures and information in
5. Contra shall onprVv�ing content in the regular e-nevvs|e�ersfnomnStadOne
6. |n all collateral, rnedias,etc where a location b mentioned ,contractor shall
always identify the oc#Vo'on 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 #Tukwi|oor the name 7ukwib in social
media posts onFacebomk, Twitter, 600gle+ and/or |nstagram.
Application to the City of Tukwila for Use mf 2016 Lodging Tax Funds
Event or Activity Name (if applicable):
Amount of Lodging Tax Requested:
$25,000
Applicant brganiz-ati6 6:
Starf'"ire Sports
Federal Tax ID Number:
47-0887811
- Mail!-n'iAddre'-ss:'
-1747800 Starfire Way, Tukwila, 98188 WA
Primary Contact Name:
Ben Oliver
Primary Contact Phone:
(206) 267-7417
Primary Contact Email Addrpss*.,'
beno@starfiresports.com
Check all the service categories that apply to this application:
V Tourism promotion or marketing.
n/ Operation ofa 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 ofa tourism-related facility owned by municipality oropublic
facilities district.
Check Which one of the following applies to your ' 'agency:
W Non-Profit (Note: Attach a copy ��6drWrr6ntnon-profit corporate registration from the
Washington Secretary of State Office)
• Public Agency
• For Profit Agency/Business (Washington State UB/Number:
I am an authorized agent of the organization/agency applying for funding. I understand that:
|arnproposing a tourism-related service for 2O1G.|f awardedmy organization intends toenter
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, ifapplicable.
K4v agency will be required to submit arepmrtdocurnenbngeconomh:irnpactresuhsina
X7by the City.
05/13/2016
SigVature: 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, clate(s), and projected overall attendance.
3) is your event/activity/facility fmcus7mg on attracting overnight tourists, day tourists, or both?
StarUre Sports focus ison both. Majority ofourxveekdaybusinessisdaytouhstsxvhi|eourvveekend
tournaments and events attract overnight tourists.
4) Describe why visitors will travel to Tukwila toattend 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 K|oca|lyregionally,
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 10 come down
and kick a ball to the professional athletes from National Teams and Major Leagug5occervvhoarehere
for trainings, to the players who participate in any one of our youth or adult programs.
6) Describe the prior success of your cilityinattracting 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 atotime. 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.
Starhre Sports has been operating for over 1O years and we have continued tosee growth Y[]Y.ZO15
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 10 attract
overnight and/or day tourists? Please list any digital or print media (nenwsleiters, e-blasts,
social media, etc.) your agency uses or intends %o use to promote your event/activity/facility.
2
Starfinemj||promnoteour alnned�.Our
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events will be listed on regional soccer organization xvebsites including Washington Youth Soccer, BC
Soccer, and Washington State Adult Soccer Association. VVe 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 S2 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 a6evv. Most
visitors, if not all, lodge and shop within approximately a5 mile radius of3tarfineSports. Starfirevvorks
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 mfTukwila.
VVe partner with local hotels and businesses, promote SSRTA's complimentary planning services and
also have a Hotels and Area Attractions page on our vvebsite, also through the use of Social Media.
Yes
10)Us 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 eve nt/activity/faci lity
1,200,000
b.
Number of people who will travel fewer than 50 miles for your
104,500
c.
Number of people who will travel more than 50 miles for your
5,500+
d.
Of the people who travel more than 50 miles, the number of people
12%
who will travel from another country or state
e.
Of the people who travel more than 50 miles, the number of people
3,850+
who will stay overnight in Tukwila.
f.
Of the people staying overnight, the number of people who will stay in
3,850+
PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
3
g. Number of paid lodging room nights resulting from your proposed 10,000
event/ activity/facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
12) What methodologies did you use to calculate the estimates and what methodologies will you
use tmtrack outcomes, such estotal participants, estimated visitor spending, etc?
These estimates are calculated on actual team nmtioms, where xve account for on 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.
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 Us the overall budget for your event/activity/facility? What percent of the budget are
you requesting from the City of Tukwila?
Stadlre's operating budget for 2O1Gb forecasted tobe$3 so the request is for less than 1Y6of
budget.
16) What will you cut from your proposal or do differently Uf full funding for your request ;snot
available or recommended?
If funding was to be cut we would do less paid advertising and travel promotions.
4
164
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 Washingt6n 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.
Tukwila City Haft o 6200 Southcenter Boulevard o Tukwila, WA 98188 • 206-433-1800 • Website. TukwilaWAgov 165
City of 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.
IUU Phone: 206-433-1800 • Email: Mayor@TukwilaWA.gov • Website: Tukwi[aWA.gov
City of Tukwila, Economic Development
Day Marketing Initiative
DRAFT
SCOPE 0FWORK
$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
buysin|oca|knediannightbeneededforconnp|etionoftheconsumersurvey.
Total estimated cost: $45,000.
Phase 2, Brand Development and Marketing Plan Phase
During this phase additional discovery sessions with the od agency will be completed; a presentation bv
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
A��U^���K����*h����m�����K�����U��������8�����T������s
`,�_--_ - _ _�-" - Tukwila - _ - ___- Lodging -� -
REVISED APPLICATION, MAY, 2O1G
Event or Activity Name (if applicable):
Day Visitor Marketing Campaign (REVISED)
Amount of Lodging Tax Requested:
$247-,W@ $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. M i les@Tu kwi laA@.gov
Check all the service categories that apply to this application:
o Tourism promotion ormarketing.
o Operation ofospecial 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 tourism-related facility owned by a municipality ora public
facilities district.
Check which one of the following applies to your agency:
• Non-Profit (Note: Attach a copy of your current non-profit corporate registration from the
Washington Secretary of State Office)
• PublicAgency
• For Profit Agency/Business (Washington State U8|Number: \
I am an authorized agent of the organization/agency applying for funding. I understand that:
0 lam proposing a tourism-related service for 2016. |F awarded, L rnyorganization 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 inan amount determined by the City; and file for a
permit for use of City property, ifapplicable.
K8 age m��|brequired to submit eneportdocunnenUngecononlicinnpac1resuhsina � I a 4
forrriat etermined by the City.
Signature: Date:
b rcribi 6 il ff
Printed or Typed Name:
��
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 asSPIkethFeUgh-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 fGF -204:6 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. Stag identified seveFal Fnedia eutlets that: vxp- 11d be ideal feF
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
169
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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
169
Key tasks:
1D 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
e 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
170
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 77W.
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
171
• Execute other recommendations of the marketing plan.
• Develop any coil ate rals, 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 not for a specific event.
3) is your event/activity/facility focusing on attracting overnight tourists, day tourists, or both?
Our focus is solely on day visitors.
While the marketing campaign is focused on day tourists, the campaign can have secondary
benefits to Tukwila hotels. Many travelers rely on friends and family for suggestions on where
to stay when visiting new areas. By creating good experiences and improving the image of
Tukwila/Southcenter, residents in the area may referral their friends and families to hotels in
the area.
As part of phase I and 2 staff would like to also explore the creation of " staycation" and
overnight stays for locals. Ideally, this would be targeted during the winter months, when
occupancy is Tukwila hotels is low. These staycations could be marketed in association 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 Tukwila/Southcenter area annually. In 2014, the City of
Tukwila generated approximately $1.9 billion in taxable retail sales, with 90% of those sales
occurring in the area commonly referred to as "Southcenter." People are and will continue to
come to the Tukwila/Southcenter area for wide range of activities.
Tukwila/Southcenter has many great businesses and activities for families. Westfield
Southcenter is the largest mail in the Pacific Northwest; I-Fly Seattle offers patrons the ability to
experience flight; Museum of Flight is one of the largest privately funded air and space museum
in the world; the Seattle Sounders 2 "d team, S2 plays all of its home games at Starfire Sports.
5
172
\&4e have bowling, games, rides, go-carts and indoor virtual reality gaming. our biggest draw
continues to be the range of shopping available in the area. Shopping in South center/Tu kwi la
includes a variety of price points from Nordstrom to Value Village and target audiences, such as
families to young adults. VVe have over 158 restaurants (data from Department ofRevenue,
Third Quarter, 2O1S), within the City, with most
restaurants offer family friendly and kid friendly dining.
There are over 2LQOO hotel rooms inthe City of Tukwila, with most of the rooms located in the
Southcenter area (over 450 hotel rooms are currently in the pipeline in the Southcenter area to
be completed within the next two years).
The family focused campaign will promote all of the great businesses and activities already
In addition to attracting new people to the Tukwila/Southcenter area the goal also is to
encourage those who have been to the area to come again and those that are already here to
stay longer and spend more money.
5) Describe the geographic target of the visitors you hope to attract (locaYly, regionally,
nationally, and/or internationally).
The goal is to bring more day visitors to the City by focusing on families in the area. The specific
geographic target and demographic targets will be determined during phase 1 and 2of the day
marketing initiative.
6) Describe the prior success of your event/activity/facility in attracting tourists
This will be the first year for a day visitor marketing campaign targeted to families.
7) if this your first time holding the event/activity/facility provide background on why you think
it will. be successful.
|t will besuccessful because staff has visited over 2OO businesses and received feedback from
over GOofthem. They have expressed strong support for this approach. Additionally, Tukwila's
5outhcenter District is already a great place for families and our campaign will leverage our
strengths and promote what we have.
AddUjonalky, the media strategy is unique in that we are promoting geographic region to
parents in digital and print publications targeted to families. Tukwila/Southcenter will be the
only geographic area being promoted in these family friendly publications.
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.
. ...........
During phase 2 of the project, as outlined above, the marketing committee, city staff, and ad
agency will develop a specific marketing plan, which could include, but is not limited to, print,
digital, social media, event sponsorships, blogs, event development, a possible website, etc.
Staff is not requesting funding for implementation of the marketing plan at this time.
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of Tukwila.
7
174
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During phase 2 of the project, as outlined above, the marketing committee, city staff, and ad
agency will develop a specific marketing plan, which could include, but is not limited to, print,
digital, social media, event sponsorships, blogs, event development, a possible website, etc.
Staff is not requesting funding for implementation of the marketing plan at this time.
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of Tukwila.
7
174
With permission of businesses, the City hopes 1opnonnote.selected businesses in the City's
various media buys. For example, a print ad for great family dining could feature the logos of
several Tu kwi la/South center 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 |-
The City is considering the development of a basic website, which could also be used to
promote local businesses.
&final determination will be made during phase 2of the development of the day marketing
108Us the City able to use your digital and print media for collaborative marketing?
Not applicable, since this application is for the City.
11) Measurements and Metrics
As a direct result of your proposed tourism-related service, provide an estimate of:
a.
Overall attendance at your proposed event/activity/facility
0
b.
Number of people who will travel fewer than 50 miles for your
0
c.
Number of people who will travel more than 50 miles for your
0
d.
Of the people who travel more than 50 miles, the number of people
0
who will travel from another country or state
e.
Of the people who travel more than 50 miles, the number of people
0
who will stay overnight in Tukwila.
f.
Of the people staying overnight, the number of people who will stay in
0
PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
g.
Number of paid lodging room nights resulting from your proposed
0
event/ activity/facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
These 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, esti mated visitor spending, etc?
Given that this is the first year of the campaign, it is difficult to estimate metrics.
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The metrics to be used will be determined by the marketing committee, staff, and ad agency as part of
phase 2 of the day marketing initiative.
13) Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
M
14) Are you applying funding from Seattle Southside Regional Tourism Authority (SSRTA)? If so, in
what amount?
M
15) What is the overall budget for your event/activity/facility? What percent of the budget are
you requesting from the City of Tukwila?
176
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For phases I and 2 the day marketing initiative the City is requested $90,000. Phase 3 could
have a cost range of $50,000-$150,000, with the final cost being determined by the marketing
plan created. Staff is not requesting funding for phase 3 at this time.
Total request: $90,000
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10
177
16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
If no funding is provided, the City will not do any day marketing in 2016. if funding is redurned
the Gity will likely Fedur=e the ad IDUYS iR the vaFieus publiGatiens eF events, SPORSOFShips and
ROR tFaditiOR21 Fnedia listed abeve.
11
178
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.
Lodging Tax Total:
$24;400-$90,000
Funds between phases 1 and 2
could shift based upon actual
costs.
16) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
If no funding is provided, the City will not do any day marketing in 2016. if funding is redurned
the Gity will likely Fedur=e the ad IDUYS iR the vaFieus publiGatiens eF events, SPORSOFShips and
ROR tFaditiOR21 Fnedia listed abeve.
11
178
May 2016, Lodging Tax Advisory Committee meeting
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.
Ma 16, Lodging Tax Advisory Committee meeting
Owen Leinbach, Residence
Inn
One option would be to increase the contract with the
ad agency in order to help create the media plan.
This is a viable option. Staff does believe that the
plan provided is specific, well designed and doable;
however, staff would support increasing the
contract for the ad agency to work with the
interested parties to develop a media strategy. This
will take additional time.
Dan Lee, Odin Brewery
Work with businesses in the area to create an internal,
master calendar of events. This would help reduce
overlap of events and so businesses know what is going
on in area. Use Odin Brewery as case study in the
marketing plan. Just need to start somewhere.
Staff supports both ideas. The creation of a master
calendar could help with planning. Besides Odin,
staff would likely to identify other businesses
interested in being case studies for the marketing
plan. Get business specific data would help in
tracking the metrics of the plan.
Nicole Grubbs, Westfield
Southcenter
Consideration about advertising within Westfield
Southcenter, given the amount of foot traffic at
Westfield. Also, utilizing billboards throughout the
area. Suggestion about having an ad agency help with
development before committing to ad buys. Discussed
the limitations with advertising in theaters (i.e. when
the ad runs and when viewers actually show up).
Staff is going to reach out to Westfield to learn
more about advertising at the Mall. This could be
considered by the marketing committee. Another
idea is to advertise on the parking garage signs. A
kiosk could also be used for advertising. The City of
Lacey did this at Capital Mall in Olympia. With
regards to bring in an ad agency to assist in
developing the marketing plan, staff is supportive of
moving at a pace the LTAC supports.
Jim Davis, Doubletree
Creation of a marketing sub - committee. Would include
some members of LTAC and other interested in
businesses in the Tukwila area. Each member of the
committee could have a responsibility for coordinating
with a certain number of businesses near them. Would
help reduce staff load.
Staff supports the creation of a marketing
committee. SSRTA uses a marketing committee and
it seems to be very beneficial.
Ben Oliver and Chanie
Sandman, Starfire Sports
Overall supportive of the campaign. Starfire happy to
give the City access to its digital and social media
presence. Discussion on how the strong American
dollar is impacting Canadians participating in
tournaments at Starfire
Great ideas. Staff would like to explore these with
the marketing committee. Staff has heard other
businesses and entities express concern with how
the strong dollar is impacting Canadian visitors.
Ashley Comar, SSRTA
Various comments. Good comments regarding
integration, partnership, and collaboration between
Staff agrees that working with SSRTA will be
beneficial to avoid duplication of efforts. For
May 2016, Lodging Tax Advisory Committee meeting
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
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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.
r ..
Great ideas. Staff would like to explore these with
the marketing committee.
sit -downs meetings. Emailed Responses were added at the end.