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HomeMy WebLinkAboutLTAC 2016-03-04 MinutesMEETING MINUTES Lodging Tax Advisory Committee Meeting Date: March 4, 2016 Meeting Location: Westfield Southcenter Mall Conference Room Committee Members Present: Council President Joe Duffie, Ben Oliver, Jim Davis, Daniel Lee, Meisa Berry, Nicole Grubbs, Jamie Randall, and Christian Trujillo Committee Members Absent: Owen Leinbach Staff Present: Economic Development Administrator, Derek Speck; Economic Development Liaison, Brandon Miles; City Council Liaison Laurel Humphrey; Project Dev. Mgr. Joyce Trantina, Other Attendees: Katherine Kertzman, President and CEO of SSRTA, Meagan McGuire, SSRTA, and Ashley Comar, SSRTA Council President Duffie called the meeting to order at 12:05 p.m. Welcome and introductions - Council President Duffie welcomed the attendees and each person introduced themselves. Approval of Agenda — Committee members approved the agenda with a 9 -0 vote. Approval of Minutes— Committee members approved the minutes from the December 14, 2015 meeting with a 9 -0 vote. LTAC 2026 Budget Overview and Approval Process - Brandon Miles provided an overview of the 2016 City of Tukwila Lodging Tax Budget. It is anticipated that the region will see a significant increase in lodging revenues this year. As such, it is expected that there will be requests from some organizations for increased funding. Funding Applications have to be approved by the Lodging Tax Advisory Council and then City Council. The dollar amounts requested cannot be changed by Council. Proposed Concepts for Tukwila /Southcenter Marketing Campaign. Brandon Miles shared information regarding the Southcenter Marketinig Campaign kick -off meeting which was held on March 2 at Total Wine and More, and was very well attended. Everyone agreed that it is very important for our businesses to work together to bring visitors to Tukwila. Funding Guidelines and Principles - Brandon Miles reviewed the March 3, 2016 memo regarding Guidance on Goals for Lodging Tax Funding. Three goals are proposed and input was sought so a recommendation could betaken forward to City Council. The 3 guidelines are meant to be very general that can be applied to any application and all applications have to meet at least 1 (not all 3) of the funding goals. Lodging Tax Advisory Committee Meeting — Draft Minutes March 3, 2016 Page 2 Funding Request, City of Tukwila (General Administration) —After review of the application and discussion bv the Committee, it was moved bv Ben Oliver toapprove the application assubmitted. Seconded bv Jim Davis. Approved with a9+0vote. Funding Request, City of Tukwila (Tukwila/Southcenter Marketing Campaign) — Brandon Miles provided an overview of the day marketing media plan which includes print media, digital and social media ideas, events, video and other outreach ideas. The proposed marketing campaign budget is $247,000 which includes first year start-up costs. Committee members discussed concerns regarding measurements that will be used to track results. There was also concern regarding implications of Committee approval prior to review/approval ofthe Regional Tourism's application for funding. Derek Speck reminded members that approval of 1 application is not contingent upon approval of another — all applications must go before the Lodging Tax Advisory Committee for approval, and then to City Council for approval. It is expected that the RTA application in the amount of $337,500 will come before this Committee in April. Further discussion regarding the Southcenter Marketing Partnership campaign included ideas about media day tour, and a suggestion that the agency build tangible impacts into the campaign toaddress the concern of measuring outcomes. The group felt it would be highly beneficial to have the campaign rolling soon to take advantage of the spring/summer months. A discussion followed regarding State law related to the use of lodging tax funds. A motion was made to table this topic until the Lodging Tax Advisory Committee can meet again and gain greater clarity on the campaign, tracking mechanisms, and that it would be worthwhile to have the marketing consultants attend the meeting. Committee members approved with a 9-0 vote Brandon Miles indicated he would bring the group together in the next 2 weeks for further discussions. Koundtabhe —]imnDavisashediftheConnmnitteenoernbers could receive "draft" minutes prior to meetings. Meeting adjourned at 1:20 p.m.