HomeMy WebLinkAboutREG 2017-07-17 Item 4E - Funding - $25,000 Lodging Tax Funding for Family Fun Night at S2 GameCOUNCIL AGENDA SYNOPSIS
Initials
Meeting Date
Prepared Gy
Mayor's review
Council review
07/17/17
BJM
DL-
ITEM INFORMATION
ITEM No.
4.E.
41
STAFF SPONSOR: BRANDON MILES
ORIGINAL AGENDA DATE: 07/17/17
AGENDA ITEM TITLE Approval of Lodging Tax Application for "Family Fun Night at S2, presented
City of Tukwila."
by the
CATEGORY ❑ Discussion
Mtg Date
/ /
Motion
Date 7/17/17
❑ Resolution
Mtg Date
❑ Ordinance
Mtg Date
❑ Bid Award
Mtg Date
❑ Public Hearing
Mtg Date
I Other
Mtg
Mtg Date
SPONSOR ❑Council
HR ❑DCD ❑Finance ❑Fire ❑TS ❑P&R ❑Police ❑PW ❑Court
►1 Mayor
SPONSOR'S The City's LTAC has forward to the City Council a funding request by the City of Tukwila for
SUMMARY $25,000 to sponsor and market "Family Fun Night" at the September 9th S2 game at
Starfire Sports. LTAC recommends approval of the request. The funding for the request
will come from the City's lodging tax funds, which are limited to use for tourism promotion
activities only.
REVIEWED BY ❑ C.O.W. Mtg.
❑ Trans &Infrastructure
DATE: 7/10/17
L
CDN Comm
❑ Finance Comm. ❑ Public Safety Comm.
❑ Parks Comm. ❑ Planning Comm.
COMMITTEE CHAIR: HOUGARDY
❑ Arts Comm.
RECOMMENDATIONS:
SPONSOR /ADMIN.
COMMTI'tEE
Mayor's Office, Economic Development
Unanimous Approval; Forward to Consent Agenda.
COST IMPACT / FUND SOURCE
EXPENDITURE REQUIRED AMOUNT BUDGETED APPROPRIATION REQUIRED
$25,000 $100,000 $0.00
Fund Source: 101 FUND (LODGING TAX)
Comments: State Law limts the use of lodging tax funds to toursim promotion activities.
MTG. DATE
RECORD OF COUNCIL ACTION
7/17/17
MTG. DATE
ATTACHMENTS
7/17/17
Informational Memorandum dated 6/30/17
Lodging Tax Application.
Minutes from the Community Development and Neighborhoods meeting of 7/10/17
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42
City of Tukwila
Allan Ekberg, Mayor
INFORMATIONAL MEMORANDUM
TO: Community Development and Neighborhoods
FROM: Brandon Miles, Business Relations Manager
CC: Mayor Ekberg
DATE: June 30, 2017
SUBJECT: City of Tukwila Lodging Tax Application
Family Night at S2
ISSUE
Review of Lodging Tax application forward to the City Council by the City's Lodging Tax
Advisory Committee (LTAC) for "Family Night at S2."
BACKGROUND
The City's LTAC has forward to the City Council a funding request by the City of Tukwila for
$25,000' to sponsor and market "Family Fun Night" at the September 9th S2 game at Starfire
Sports. LTAC recommends approval of the request.
Since 2015 the Seattle Sounders FC second team, S2 has played all its home games at the
Starfire Sports in Tukwila. S2 plays in the United Soccer League (USL) and a is a
developmental team for young soccer players hoping to play professional soccer.
On Saturday, September 9th, the City and Sounders FC are proposing to hold a game entitled
"family night at S2." The goal of the family night is to bring families, with young children to the
game, to experience soccer and to engage in a variety of family friendly activities before, during,
and after the game.
The City of Tukwila will be the presenting sponsor for the game and the current working title for
the game is, "Family Night at S2, presented by the City of Tukwila."
The following are staff's goal with sponsoring the game:
1. Attendance. Increase the attendance at the game. Higher attendance means more
revenue for area businesses. The City also wants to add a stay and play component to
the game. Encourage people to make a night of it and stay in a Tukwila hotel.
2. Branding. Sponsorship of the branding is consistent with the family focused brand the
City has been discussing. The branding would not just be for those individuals who
attend the game, but also for those that view the advertising campaign for the game.
3. Return Visits. Attendees of the event will also be provided a grab bag with goodies and
discounts at Tukwila businesses. The goal is to bring these soccer fans . back to the City
on multiple occasions, including a holiday season "stay and shop" offer.
4. Partner Development. The game provides an opportunity for the City and businesses in
the City, to build relationships with Seattle Sounders FC.
' The funds will come from the City's lodging tax funds, which under Washington State law, are limited to
only being used for tourism promotion activities.
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INFORMATIONAL MEMO
Page 2
The City and Sounders FC are currently contemplating the following activities at the game:
• Bouncy House
• Face painting
• Giant Jenga
• Soccer Hexagon
• Fire and Police equipment on site
• Grab bag
• Music
The activities listed above will likely grow as we engage businesses and other partners during
the planning stage.
The City and Seattle Sounders will also work to market the game to families and soccer fans in
the area. The City will run ads in Seattle area publications targeted to families. Sounder FC will
use their own media platforms, including radio, to promote the game.
To following are the outcomes the City will use to evaluate the sponsorship:
1. Total attendees at the match. The goal will be to have a significant higher attendance
than the average attendance for S2 games this season.
2. Coupon redemption. Business that provide coupons and discounts will be asked to track
redemption to we can estimate utilization.
3. Digital Metrics. Measure the success of our digital ads, including click through traffic.
4. Social Media. Track likes, shares, views, and comments of social media posts, both by
the City and Sounders FC.
DISCUSSION
The game sponsorship provides the City with a great opportunity to help position the City in the
region as a great place for families to visit. Seattle Sounders FC have a strong, well known
brand that the City can piggyback on to promote the City. The game will bring people to the City
to visit eat at restaurants, shop at stores, and experience some great family friendly
entertainment.
FINANCIAL IMPACT.
Not to exceed $25,000, with the funds coming from lodging tax funds, which under State Law,
can only be used for tourism promotion. These funds are budgeted in the 2017 expenditures for
the 101 fund (lodging tax).
RECOMMENDATION
Forward to the July 17, 2017 consent agenda.
ATTACHMENTS
• City of Tukwila Lodging Tax Application for "Family Night at S2."
44 Z.ICouncil Agenda ItemsWayors Ofrce\Family Fun NightiInfoMemo. 2017.06.30.doc
Application to the City of Tukwila for Use of 2017 Lodging Tax Funds
Event or Activity Name (if applicable):
City of Tukwila, "Family Night at 52"
Amount of Lodging Tax Requested:
$25,000 (not to exceed)
Applicant Organization:
City of Tukwila, Economic Development
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.Miles@Tukwilawa.gov
Check all the service categories that apply to this application:
✓ Tourism promotion or marketing.
✓ Operation of a special event or festival designed to attract tourists.
Operation of a tourism - related facility owned or operated by a non - profit organization.
Operation and /or capital costs of a tourism - related facility owned by a municipality or a public
facilities district.
Check which one of the following applies to your agency:
Non - Profit (501(c)(3) or 501 (c)(6)) (Note: Attach a copy of your current non - profit corporate
registration from the Washington Secretary of State Office)
✓ Municipality (City, Town, or County of Washington State)
I am an authorized agent of the organization /agency applying for funding. I understand that:
• I am proposing a tourism - related service for 2017. 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.
/s/
Signature: Date: June 16, 2017
Brandon J. Miles, Business Relations Manager
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1) Describe your tourism - related activity or event.
On September 9th, the Seattle Sounders 2nd team S2, will be playing a home game against Reno 1868
FC. The City is proposing to sponsor the game under the current working title, "Family Night at S2,
presented by the City of Tukwila."
This "Family Night" will be more than just a soccer game, but will be an entire evening of family
entertainment. Currently, the City and the Seattle Sounders FC are considering the following activities
before and during the game:
1. Bouncy House;
2. Face Painting;
3. Giant Jenga;
4. Tukwila Fire Truck and Equipment, with personal.
S. City Police Equipment, with personal.
6. Soccer hexagon, presented by CHI Franciscan
7. Grab bag, with goodies.
8. Music
The following are the goals of the sponsorship of the game:
1. Attendance. Increase the attendance at the game. Higher attendance means more revenue for
area businesses. The City also wants to add a stay and play component to the game. Encourage
people to make a night of it and stay in a Tukwila hotel.
2. Branding. Sponsorship of the branding is consistent with the family focused brand we have
been discussing. The branding would not just be for those individuals who attend the game, but
also for those that view the advertising campaign for the game.
3. Return Visits. Attendees of the event will also be provided a grab bag with goodies and
discounts at Tukwila businesses. The goal is to bring these soccer fans back to the City on
multiple occasions. •
4. Partner Development. The game provides an opportunity for the City and businesses in the City,
to build relationships with Seattle Sounders FC.
2) If an event, list the event name, date(s), and projected overall attendance.
Right now the average attendance for S2 games, is just under 1,000 fans. With this event, we hope
to bring in an additional 1,000 fans, so the total estimated attendance would be around 2,000.
Beside attendance, we also hope to get repeat visitors with people who redeem the vouchers at
Tukwila businesses. Assuming a 10% redemption rate, we would see 200 of the fans returning to
the City.
3) Is your event /activity /facility focusing on attracting overnight tourists, day tourists, or both?
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S2 games are typically attended by fans within a one -hour drive of the City. As part of this game,
we will establish a host hotel and promote staying and making a weekend out of it.
4) Describe why visitors will travel to Tukwila to attend your event /activity /facility.
As discussed above, just under 1,000 fans have been attending S2 games this year. During its first year
of play, S2 was averaging around 2,000 fans. Fan attendance has dropped over the last few years due
to a variety of factors, such as the scheduling of games and conflict with MLS games on the same
weekend. Adding a family focused game experience will help to drive up attendance and is consistent
with what minor league baseball teams to drive attendance.
We know S2 can draw fans and the proposed family friendly event will help to bring more fans to the
games by providing a unique experience to soccer fans and non - soccer fans. Approximately 2 million
people live within a 30- minute drive of the City of Tukwila. Starfire's convenient location will provide a
great family getaway on a weekend.
The game date is also deliberate to maximize participation. This will be the first week of school for
most school districts in the area, including Seattle. Most families will be home during this week and the
games provides an opportunity for' one last evening of summer fun.
5) Describe the geographic target of the visitors you hope to attract (locally, regionally,
nationally, and /or internationally).
The geographic target for the event are people within a one -hour drive of the Starfire Sports Campus.
However, the reach of the advertising campaign will be regional.
• Seattle Sounders FC will promote the game on their digital platforms. Seattle Sounders FC are
geographically dispersed around the Puget Sound and Pacific NW.
• The City will also do its own advertising campaign in local, family friendly publications. The
reach for this advertising will be within a one -hour drive.
6) Describe the prior success of your event /activity /facility in attracting tourists.
Starfire Sports, Seattle Sounders FC, and the City each have a history of organizing a putting on events
catered to children and families.
Last year the City of Tukwila and Seattle Sounders collaborated on a sendoff event for the first team
heading to Toronto to win the MLS Cup. The event was organized on short notice, but received great
media coverage, social media coverage and positive reactions from fans.
7) If this your first time holding the event /activity /facility provide background on why you think
it will be successful.
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This is the third year of S2 matches being played at Starfire Sports. Starfire and Seattle Sounders FC
have the operations of the game well organized. This event will build off the standard S2 game and
include more family friendly elements.
It will be successful because the game will focus on a segmentation of the soccer community, families
with children by offering a value and convenient activity. For a small nominal charge, a family can get
an evening of family activities. Families will also be provided coupons for reasons to come back to
Tukwila, such as a discount to iFly, Family Fun Center and /or other activities. A hotel voucher could
also be tied into the grab bag to encourage people to stay and shop during the holiday season.
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.
There will be a two prong media strategy to promote the game:
Seattle Sounders
The Seattle Sounders will promote the game, and the family friendly aspects of the game, through its
digital media, including Facebook and an electronic newsletter. Additionally, the game will also be
promoted in PA announcements at S2 games prior to the family friendly night. The Sounders will also
promote the game in radio broadcasts of MIS games on 97.3 KIRO. The Sounder advertising will focus
on soccer enthusiasts in the region. All advertising will note that the family friendly game is
"...presented by the City of Tukwila." This is the current plan by Sounders FC and maybe refined as we
move ahead.
City of Tukwila
The City will run a separate advertising campaign in family friendly medias, both print and digital in the
region. These medias could include Parentmap, Red Tri, Seattle Child and /or South Sound Magazine.
Additionally, the City will work to get earned media for the event and take advantage of free
directories for things to do in the region. The City's campaign is broader than just soccer fans, and will
focus on families in general. The goal is to have over 400,000 media impressions.
Besides the family friendly publication, the City will also ask our partners to promote the game through
cross promotion.
A minor social media campaign will also be used to help promote the game, but more importantly to
promote the City while attendees are at the game.
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of Tukwila.
The overall objective with this game sponsorship is to help position Tukwila as a family friendly
destination. Besides the Seattle Sounders, other individual businesses may not be promoted in the ads.
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Some ads might feature sponsors, business that contribute vouchers for giveaways. Tukwila
businesses will be promoted in the grab bags handed out at the game. These businesses could include
iFly, Family Fun Center, dining establishments, Acme Bowl, etc.
The City is also hoping to establish a stay and play as part of the campaign. The City will work with a
hotel to be the event hotel for families that might want to stay the night and not drive home.
Hopefully people who have never been to a soccer game before will attend and make attending future
soccer games in the City a regular occurrence.
10) Is the City able to use your digital and print media for collaborative marketing?
N /A. This is a City event.
11) Describe how you will use the name, "Tukwila" in publications, promotions, and for your
event?
The current working title of the game is "Family Night, presented by the City of Tukwila." This is a
Tukwila event and Tukwila's name will be used prominently in the advertising campaign.
12) Measurements and Metrics (Note: You will be required to report these metrics as part of the
close out of the agreement between your organization and the City.)
As a direct result of your proposed tourism - related service, provide an estimate of:
a.
Overall attendance at your proposed event /activity /facility.
2,000
direct
attendees
at the
game.
Another
200
repeat
visitors to
redeem
vouchers,
total,
2,200.
b.
Number of people who will travel fewer than 50 miles for your
event /activity.
2,200
c.
Number of people who will travel more than 50 miles for your
event /activity.
< 1%
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d.
Of the people who travel more than 50 miles, the number of people
who will travel from another country or state.
None.
e.
Of the people who travel more than 50 miles, the number of people
who will stay overnight in Tukwila.
50
f.
Of the people staying overnight, the number of people who will stay in
PAID accommodations (hotel /motel /bed - breakfast) in Tukwila.
50
g.
Number of paid lodging room nights resulting from your proposed
event/ activity /facility (for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
20
The room
nights
include direct
only an do
not include
any room
nights that
might
generated
with
discounts to
come back
during the
holiday
season.
13) What methodologies did you use to calculate the estimates and what methodologies will you
use to track outcomes, such as total participants, estimated visitor spending, etc.?
These are best guess estimates. S2 is currently averaging under 1,000 per game. We are assuming that
an additional 1,000 people will come to the Family Fun night game. Most of the attendees will be
within a one -hour drive of the City. We are assuming a small number will choose to stay the night and
not drive home. We will track fan attendance at the game and voucher redemption for the businesses
in the grab bag to track success of the event.
Besides the metrics listed above, the following will also be used to track the outcomes of the
sponsorship:
1. Total attendees at the match. Our goal is to have a significant higher attendance than the
average attendance for S2 games this season.
2. Coupon redemption. We will ask businesses that provide goodies and coupons for the event to
track redemption so we can estimate the total redemption rate.
3. Digital Metrics. We will track the click through rate of our digital ads.
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4. Social Media. We will also track likes, shares, views, and comments of social media posts.
14) Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
No.
15) Are you applying funding from Seattle Southside Regional Tourism Authority (SSRTA)? If so, in
what amount?
No.
16) What is the overall budget for your event /activity /facility? What percent of the budget are
you requesting from the City of Tukwila?
The budget below only includes the additional costs associated with "Family Night at S2." It should be
noted that the Seattle Sounders have costs associated with putting on the S2 matches, those costs are
not reflected in the budget below.
Budget
Item
Amount
Notes
Seattle Sounders advertising
and cost reimbursement for
additional activities at the
game.
$10,000
The Sounders will assume the
costs of the bouncy house, face
painting, Jenga, and soccer
hexagon.
Ad designs (Digital and Print)
$5,000
Ad (digital and print)
placements.
$5,000
Focus is on family friendly
publications.
Operations
$4,000
Possible staff time for fire,
parks, and police personal at
the game.
Subtotal:
$24,000
Contingency Funds:
$1,000
Total:
$25,000
Note: Costs could be moved between the various categories. The City is only paying the actual costs.
Any funds not used for this event will remain in the lodging tax fund for use by other activities in the
future.
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17) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
If no funds were provided the game would still take place, but the additional activities would not take
place. If reduced funds were provided the City would likely reduce or eliminate its own ad buy.
Seattle Sounders FC has a very strong brand that the City can essentially piggyback on to build
awareness about the City, bring people to the City, and to create a positive brand experience about the
City. Staff has heard a desire from many in the community for the City to do more with the Sounders.
This provides sponsorship provides an opportunity for the City to do a test run with the Sounders. After
the game we can access if and how the City might want to provide forward with future sponsorship
and advertising with Seattle Sounders FC.
Additionally, the sponsorship provides an opportunity for the City to test running ads with a family
focused publication and tracking impressions.
Applications are considered on a rolling basis. Please contact staff to discuss the process for having the
application reviewed by the City's Lodging Tax Advisory Committee.
Completed applications should be submitted to:
Lodging Tax Advisory Committee
c/o Brandon Miles
City of Tukwila
6200 Southcenter Blvd
Tukwila, WA 98188
Or,
Brandon.Miles@Tukwilawa.gov
Questions?
LTAC Contact:
Brandon J. Miles
(206) 431 -3684
Brandon.Miles @Tukwilawa.gov.
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City of Tukwila.
City Council Community Development & Neighborhoods Committee
COMMUNITY DEVELOPMENT & NEIGHBORHOODS COMMITTEE
Meeting Minutes
July 10, 2017 - 5:30 p.m. - Hazelnut Conference Room, City Hall
Councilmembers: Kate Kruller, Acting Chair, Joe Duffie, Dennis Robertson
Staff: David Cline, Brandon Miles, Rick Mitchell, Jack Pace, Nora Gierloff, Stacy
Hansen, Laurel Humphrey
Guests: Marty Hartman and Liz McDaniel, Mary's Place; Jamie Durkan; Jan Bolerjack
CALL TO ORDER: Acting Chair Kruller called the meeting to order at 5:30 p.m.
I. BUSINESS AGENDA
A. Lodging Tax Application from the City of Tukwila for "Family Night at S2"
Staff is seeking Council approval of an application from the City of Tukwila for lodging tax funds
for "Family Fun. Night at S2" in an amount not to exceed $25,000. The Lodging Tax Advisory
Committee recommends Council approval of the request. If approved, funds will be used to
sponsor and market "Family Fun Night" at the September 9th S2 game at Starfire Sports. Family
friendly activities will be available before, during and after the game. UNANIMOUS APPROVAL.
FORWARD TO JULY 17, 2017 REGULAR CONSENT AGENDA.
B. Ordinance: Development Agreement with Mary's Place for a Temporary Family Shelter
Staff is seeking Council approval of an ordinance to enter into a development agreement with
Mary's Place for a temporary family shelter located in the former Barnaby's /Chateau Event
Center at the southwest corner of Strander Boulevard and West Valley Highway. The center
would prioritize Tukwila families and accommodate up to 90 residents in one or two parent
families that include at least one minor child. Upgrades to the building would include showers,
laundry, kitchen refurbishment, and installation of two modular buildings. The draft agreement
proposes a term of three years with a possible two -year extension. Mary's Place operates many
other facilities in the area and have a proven model of moving families out of homelessness with
intensive services and support. The average Mary's Place stay is 86 days, but there is no limit as
long as the family is working toward housing. Mary's Place representatives addressed the
Committee to describe the program in detail, and Councilmembers asked clarifying questions.
Each Councilmember expressed support for having Mary's Place in Tukwila. UNANIMOUS
APPROVAL. FORWARD TO JULY 24, 2017 COMMITTEE OF THE WHOLE. ( *Note, on 7/11 Mary's
Place requested the City delay the public hearing until August)
II. MISCELLANEOUS
Adjourned 6:15 p.m.
,' Committee Chair Approval
Minutes by LH
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