HomeMy WebLinkAboutCDN 2019-01-29 Item 2B - Funding - 2019 Lodging Tax Applications����X
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Allan Ekberg, Mayor
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TO: Community Development and Neighborhoods
FROM: Brandon Miles, Business Relations Manager
CC: Mayor Ekberg
DATE: January 23.2019
SUBJECT: 2019 Lodging Tax Funding Requests
ISSUE
Approval of lodging tax funding request from Seattle Southside Regional Tourism Authority
(SSRTA), Museum of Flight, City of Tukwila, and Starfire Sports.
BACKGROUND
The City collects a1%lodging tax on certain qualifying overnight stays inpaid accommodations
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There is currently just over $1 million in lodging tax funds available for use.
The City's Lodging Tax Advisory Committee (LTA[) reviews OU requests, even by the City, for
use of lodging tax funds. LTAC then forwards a list of recommended applications to the City
Council for its review and consideration. If LTAC does not recommend an application be funded,
that application is not forwarded to the City Council. The City Council may approve or deny any
of the applications recommended by the LTAC. The City Council may also approve an
application and increase or decrease the dollar amount e
The City accepts applications on a rolling basis, with the LTAC reviewing requests monthly. All
the requests attached were reviewed by the LTAC at either its November or January meetings.
z8CVV67.28.000(§)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; operatingtouhsm
promotion agencies; and funding the marketing of or the operation of special events and festivals designed to
attract tourists."
2OnAugust 17,2016 the Washington State Attorney General's Office issued an informal opinion regarding
whether a municipality could change the dollar amounts recommended by the local lodging tax advisory
committee. Specifically, the informal opinion states:
`
"When awarding lodging tax revenues pursuant toR0K6728.281omunicipality may award amounts
diffemntƒmmthe local lodging tax advisory committee's recommended amounts, but only after satisfying the
procedural requirements nfRCN/67J&2827(2),according towhich the municipality must submit its proposed
change to the advisory committee for review and comment at leastforty-five days before final action on the
proposoL°
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INFORMATIONAL MEMO
Page 2
Pending Applications
The LTAC has forwarded applications from SSRTA, Museum of Flight, City of Tukwila, and
Starfire Sports for 2019 LTAC funding. The total funds requested is $676,545. Funding requests
are reviewed on a rolling basis so additional funding requests could be submitted to the City.
1. Seattle Southside Regional Tourism Authority ($202,500 2019 and $202,500 2020).
SSRTA has requested $405,000 over two years to support tourism promotion, marketing and
sales activities. SSRTA jointly markets the Cities of Tukwila, SeaTac, and Des Moines under the
"Seattle Southside" brand. SSRTA is responsible for tourism promotion outside the 50-mile
radius of the City and is the City's primary Destination Management Organization (DM0).
SSRTA provides a valuable service to the City by helping to drive "heads in beds" to local
hotels.
The funds provided will help support basic operations and activities at SSRTA. The exact funds
requested are consistent with the interlocal agreement (ILA) with the cities listed above that
created the Tourism Promotion Area for the cities. Under that ILA the cities outlined a
recommended funding allocation for lodging tax funds to SSRTA.
LTAC reviewed the request at its November 20, 2018 meeting and recommends providing
funding as requested.
2. Museum of Flight, Destination Moon, ($100,000)
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 630,000
visitors.
Funding for 2019 is requested to support marketing and event activities for the Smithsonian's
traveling exhibit "Destination Moon - The Apollo 11 Mission." The Apollo 11 command
module Columbia —the only portion of the historic spacecraft to complete the first moon -landing
and safely return to Earth —along with more than 20 other mission artifacts will be exhibited at
The Museum of Flight from April 13 — September 2, 2019, including the 50th anniversary of the
Moon landing — July 20. This iconic capsule left the Smithsonian's National Air and Space
Museum for the first time in 46 years, in April 2018, for a two-year traveling exhibition. This
exhibit will be in Tukwila on the 50th Anniversary of Neil Armstrong's famous first step.
The Museum of Flight is one of only four stops for Destination Moon during its national tour, and
the only West Coast destination —of the tour. This event is expected to attract visitors from the
entire west coast and across the country.
LTAC reviewed the request at its January 22, 2019 meeting and recommends providing funding
as requested.
3. City of Tukwila ($127,045)
The City of Tukwila is requesting funding for administrative costs associated with the lodging tax
fund. This is a regular funding request staff makes to support marketing efforts for the City.
Funds are requested for training, travel, professional services, indirect cost reimbursement, and
membership to several business and tourism organizations. These opportunities are available to
INFORMATIONAL MEMO
Page 3
all elected officials, employees and LTAC members if applicable. Staff is requesting additional
funds for professional services to create and print collateral reflecting the adopted City's tourist
brand.
Funds are also being requested to support .5 FTE within economic development. This is not a
new position. Staff costs for the existing Business Relations Manager position will be split 50/50
between lodging tax and the general fund.
Also, funds have been allocated to a small grants program that staff can administrator for small
activities within the City. The goal is to help build the overall tourism environment of the City with
these funds.
LTAC did remove a request from the application for the City to develop website and social
media. This amount was for $100,000. This will be reviewed under a separate application.
LTAC reviewed the request at its January 22, 2019 meeting and recommends providing funding
as requested.
4. Starfire Sports ($44,500)
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.
Starfire Sports is requesting 2019 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.
LTAC reviewed the request at its January 22, 2019 meeting and recommends providing funding
as requested.
FINANCIAL IMPACT
The total amount of funding requested from the lodging tax fund is $676,545. As discussed
above, the City has budgeted the collection of $755,000 in lodging tax revenue in 2018.
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INFORMATIONAL MEMO
Page 4
RECOMMENDATION
Staff recommends that the City Council approve the funding request, as recommended by
LTAC. Staff suggests that the application be placed on the February 4 consent agenda.
ATTACHMENTS
A. SSRTA Application and Materials.
B. Museum of Flight Application and Materials.
C. City of Tukwila Application and Materials.
D. Starfire Sports Application and Materials.
58
Staff Memorandum
Lodging Tax Funding Request
Name of Applicant:
Seattle Southside Regional Tourism Authority (SSRTA)
Event/Activity:
SSRTA operations. Funds provided as outlined in Interlocal Agreement (ILA) with the cities of
Tukwila, SeaTac, and Des Moines.
Address:
3100 S. 176th Street; Seattle, WA 98188
Total Funds Requested:
$405,000 ($202,500 for 2019 and $202,500 for 2020 for operations).
About the Applicant:
SSRTA, 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. On January 1, 2016 services provided by
SSVS transitioned to SSRTA.
Funds Previously
Awarded:
In 2017 and 2018, as outlined in the TPA Interlocal Agreement, the City provided $472,500 to
SSRTA. The amount awarded were outlined in the (ILA) with the cities of Tukwila, SeaTac,
and Des Moines.
Funding Request Narrative:
SSRTA is requesting City lodging tax funds for general operations to be used to fund general
marketing, sales, and business services. Funds will be used to support a variety of activities,
including sales and FAM tours and social media promotions. The proposed scope of services
is identical to the scope of services for 2017 and 2018.
SSRTA has requested two years of funding. The amounts are consistent with the TPA
Interlocal Agreement.
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
59
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. Of three cities that makes up Seattle Southside, Tukwila has the greatest
estimated visitor spending, even though we only account for 27% of the total lodging rooms in
Seattle Southside. When SSRTA books hotel rooms and bring group to the region, even
when the rooms are in the cities of SeaTac or Des Moines, Tukwila still benefits because
visitors come to the Southcenter are 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.
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.
City of Tukwila Staff
Recommendation to LTAC: Approval
Notes:
Should LTAC and the City Council approve the request, 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. Because this contract will be over $40,000
the City Council will need to authorize the Mayor to execute the agreement
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
60
Application to the City of Tukwila for Use of 2019-2020Uodging Tax Funds
Event o[Activity Name (if eonicable):
Destination Marketing Organization
Amount ofLodging TaxRequested:
$405,000'= OOieach year
Applicant Organization:
Seatt|eSouthside RTA
Federal Tax |DNumber:
47-3031480
Mailing Address:
3100S176m St#3UO^Seattle VVASB1Q8
Primary Contact Name:
Lisa Schwartz
Primary Contact Phone:
206^686-7264
Primary Contact Email Address:
Liva@5eatt|eSouthside.conm
Check all the service categories that apply tothis application:
* Tourism promotion ormarketing.
*Operation of 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 municipal (PDA) or a
public facilities 'district.
Check which one ofthe following applies toyour agency:
Non -Profit (Note: Attach a copy of your current non-profit corporate registration from the
Washington Secretary ofState Office)
*Public Agency
I am an authorized agent of the organization/agency applying for funding. I understand that:
� 1 am proposing a tourism -related service for 2019 - 2020. 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 apermit for use ofCity property, ifapplicable.
0 My agency will be required to submit a report documenting economic impact results in a
/I
/'ronnatdetermined btheCity.
Sig''ature: '� ~*.
j Date:�
Printed or Typed Name: Katherine Kertzman, President & CEO
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Application to the City of Tukwila for Use of 2019-2020 Lodging Tax Funds
Seattle Southside Regional Tourism Authority
3.) Describe your tourism -related activity or event.
Seattle Southside Regional Tourism Authority (RTA) is the official regional destination
marketing organization (1)MO)/or the cities of SeaTac. Tukwila and Des Moines, Seattle
Southside RTA promotes the combined COMIalaailaS aS a destination branded "Seattle
Southside, to create increased economic impact through marketing the destination'Is
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:
lb position Seattle Southside cis a destinclii011 Of choice for practical travelers to Seattle
while enhancing the image and econontic strength of the region.
Mission Statement:
As ci brancl-driven and entrepreneurial destination marketing organization, Seattle
Southside RTA provides' advocacy and innovative set -vices to competitively y MaliCet the
destination. This fitnction helps create jobs, groTv tax revenues, and improve quality of life
'Or our businesses' and residents,
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 RIA's primal:1;16ms is attracting overnight tourists who stay in paid accommodations,
eat in local restaurants°, shop within area retailers, visit nearby attractions, etc„ as these
travelers have the highest visitor spencl per trip, generating the greatest economic impact ancl
return Oa investment,
4) Describe why visitors will travel to Tukwila to attend your event/activity/facility.
Travelers can do more when visiting Seattle Southside area because of its central location;
access to transportation including shuttles, rental cars, caul tours; affordability; unique
attractions; plentilid shopping and dining choices' that stretch time, awney and opportunities
fitrther
Print, radio and online advertising drive business to Seattle Southside's website and Visitor
Center fin- more information about area tourism related -activities.
Positive press generated by the Seattle Southside RTA encourages visitors' to travel tot!
area to experience evetything they've read about. The RTA produces a variety of
destination guides designed to be used by visitors or locals hosting ottt of town visitors
62
including complete details relating to accommodations, restaurants, transportation,
activities, and maps to steer tourists to Tukwila businesses.
5) Describe the geographic target of the visitors you hope to attract (locally, regionally,
nationally, and/or internationally).
The RTA's primarylocus is attracting regional, national and international travelers outside of
a 50- mile radius who stay overnight in paid accommodations, although local residents also
receive benefit from RTA marketing activities that include but are not limited to visitor
concierge, social media advertising and some avvareness 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
Please refer to question 12,
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 Southsidc tourism promotion program has been in existencefor 19
years and is an internationally recognized destination marketing organization having
received numerous marketing awards.
8) Describe the media strategy you employ to promote your event/activity/facility to attract
overnight and/or clay 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 2016-2021 Strategic Plan and 2018 Business Plan
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of Tukwila.
GfIebs'ile, printed inaterials, advertising, PR & social media, sales outreach, etc.
10) Is the City able to use your digital and print media for collaborative marketing?
Yes, and we currently partner on the Pori ofSeattle "spotlight" program at the Airport.
11) Describe how you will use the name, "Tukwila" in publications, promotions, and for your
event?
The City of Tulavila is included throughout Seattle South,side's marketing materials. All Seattle
Southside advertising utilizes a logo that identifies the City by name. The Dining Guide
identifies and lists alllidl-service Tukwila restaurants and their addresses, the Travel Planner
lists all Tukwila hotels and their addresses. We produce a regional map that identifies Tukwila.
2
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Our website identifies Tukwila on all businesses with that address and features countless
attractions, retail, lodging properties and Marc all located in Tukwila.
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.
459,325 wehsite, 11,528 meeting delegates, 20,906 VC
inquires/mailers, 24,913 shuttle riders and 24,790 Ad attributed hotel
sales not through website. RTA tracked encounters. Does not include
advertising impressions, social medics exposure, PR, or other marketing
outcomes.
541,462
Actual
b.
Number of people who will travel fewer than 50 miles for your
event/activity.
Dean Runyan <5% of A
27,073
Estimated
c.
Number of people who will travel more than 50 miles for your
event/activity.
Dean Runyan > 95% of A
514,389
Estimated
d.
Of the people who travel more than 50 miles, the number of people
who will travel from another country or state.
(50(,)/6 based on Google Analytic's)
257,194
Estimated
e.
Of the people who travel more than 50 miles, the number of people
who will stay overnight in Tukwila.
(RTA does not track "Family & Friends '' overnight stays based on
distance. 85% from DR) 85% of C
437,230
Estimated
f.
Of the people staying overnight, the number of people who will stay in
PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
(567,025 actual RTA generated room nights' x 2.3 party size from Dean
Runyan) x 27% of SS hotel room supply Tukwila = 27%.
352,123
Actual
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)
567,025 tracked actual r00111 nights' x 27% of SS hotel room supply
Tukwila =- 27%.
153,097
Actual
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?
3
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Seattle Southside R TA utilizes 3rd party metrics obtained from Google Analytics, H2R
Research conversion studies, and Dean Runyan Travel Impact research in addition to
the actual data collected from bookings and foot traffic and tracked through the RTA
based on international standards as identified by the Destination International (DI).
14) Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
City of Sea Tele $830,000 (2019) and $830,000 (2020)
City of Des Moines 1009' of Lodging taxes estimated to be $1 1 1,000
15) Are you applying funding from Seattle Southside Regional Tourism Authority (RTA)? If so, in
what amount?
Not Applicable.
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 RTA 20 1 8 annual budget is $5,2 million Tukwila 's contribution is 3.9%
The estimated 2019 revenues are projected to be $4,911/1
17) What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
The R7A would consider a reduction ofservices and/or staffing.
4
65
66
Staff Memorandum
Lodging Tax Advisory Committee Funding Request
Name of Applicant:
The Museum of Flight
Address:
9404 East Marginal Way South, Tukwila, WA 98108
Total Funds Requested:
$100,000
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 630,000 visitors.
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. For 2018 the Museum received
$30,000.
Funding Request Narrative:
Per the application:
Funding for 2019 is requested to support marketing and event activities for the Smithsonian's
traveling exhibit "Destination Moon - The Apollo 11 Mission." The Apollo 11 command module
Columbia —the only portion of the historic spacecraft to complete the first moon -landing and safely
return to Earth —along with more than 20 other mission artifacts will be exhibited at The Museum of
Flight from April 13 — September Z 2019, including the 50th anniversary of the Moon landing — July 20.
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
67
This iconic capsule left the Smithsonian's National Air and Space Museum for the first time in 46 years,
in April 2018, for a two-year traveling exhibition.
The Museum of Flight is one of onlyfour stopsfor Destination Moon during its national tour, and the
only West Coast destination —of the tour. This event /s expected toattract visitors from the entire
west coast and across the country.
Staff Comments:
|nevaluating proposals for funding, staff looks atthree specific aspects;
1. Heads inBeds
Per the application submitted, K8oFhas estimated that it generates 6,7OOroom nights onanannual
basis within the City of Tukwila, of which 6,000 will occur during the "Destination Moon" celebration.
MoF hosts the Seattle Southside Regional Tourism Authority booking widget on its website. MoF also
has relations with downtown Seattle hotels and with Visit Seattle.
Aspart ofthe 2O19funding, staff would like towork with the &4oFtogain abetter ofunderstanding
of the room nights generated within the City of Tukwila. This would include surveys and follow up
with patrons tnbetter understand where they stayed.
2. Feet omthe Streets
The applicant estimates that 650,000 people will visit the MoF in 2019, with an estimated 309,656
coming during the timeframe of the "Destination Moon" exhibit. These estimates are likely very
accurate given they can easily be tracked with admission data to the MoF.
While MoFgenerates a significantannomntoffoottraf0cit isstill unclear how many ofthese visitors
will venture to other businesses within the City, specifically businesses in the Southcenter District.
3. Branding
The application's greatest strength for Tukwila isthe opportunity to help with the City'soveraU
branding efforts in the region. The activity will include a very robust and aggressive marketing
campaign inthe Seattle Metro region. The City of
'Tukwila will have the Apollo 1lcommand module
inthe C|ty—SOyears tothe day that Neil Armstrong took isfamous first step onthe moon. This will
likely generate significant international media attention.
City of Tukwila
6200 Southcenter Blvd.
68
However, this branding opportunity can only be realized if the Tukwila name is used. As partof the
scope ofservices, staff has placed requirements to hopefully ensure the Tukwila name is used in
relations to "Destination Moon."
itshou|dbenotedthattheK4oFdoesnotuse°TukvvUa"initsoddressendinsteaduses"Seatt|e."
City of Tukwila Staff
Recommendation toLTAC: Approval
Notes:
Should LTACand the City Council approval the application, a final scope ofwork, 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. Because this contract will be over $40,000 the City Council will need to
authorize the Mayor toexecute the agreement.
City of Tukwila
6aU0GmuthcenterBlvd.
Tukwila, ww98188
69
Museum OfFlight
Destination Moon
2019 Scope of Services
• Inspire level logo recognition on "title wall" of exhibit entrance: March 15, 2019 deadline
* Logo recognition inpromotional spots:
m Billboards (Puget Sound, Portland, Spokane, and Vancouver B[regions)
o Transit (Puget Sound area)
o South Lake Union Trolley wrap
o Banner on the south exterior wall of Great Gallery (tentative as of 1/16/19)
* Logo inDestination Moon visitor guide. March 1'2D1Bdeadline
* Logo recognition at events directly related to the exhibit, such as Opening Weekend and Preview
events.
m Acknowledgment in Aloft, the Museum member magazine circulation 19,000. Included issues would be
based onproposal approval date.
w Social Media posts torecognize sponsorship
w Complimentary tickets for upto 1Oguests 'toselect special events held in conjunction with Destination
Moon: The Apollo IlMission.
* Special group -sales rate for timed tickets toDestination Moon
Tukwila specific:
* Link onDestination Moon web page toother Tukwila tourism opportunities
• Opportunity for Tukwila to use custom logo with tagline "'Proud home of The Museum of Flight"
* All regional/local radio spots produced by the Museum of Flight promoting "Destination Moon" will be
scripted to state the location of the exhibit is in "Tukwila" If a location is mentioned.
w All press releases produced by the Museum and issued after execution of this contract promoting
"Destination Moon" will use the dateline "Tukwila" or "City of Tukwila." Seattle will not be used. The
press releases will also feature a section about the City of Tukwila, prepared by City staff and approved
bythe Museum.
* Cross promotion of other tourism related activities within the City, including but not limited to Seattle
Seawolves games, Westfield Southcenter, Seattle Chocolates, and Family Fun Center.
City of Tukwila
0zVnSouthcmnterBlvd.
Tukwila, WA9818O
70
Application to the City of ����~Na for Use mf 2019Uodging Tax Funds
Event orActivity Name (ifapplicable):
Marketing & Event Support For Destination
Moon "The Apollo 1lMission"
Amount ofLodging Tax Requested:
$100,000
Applicant Organization:
The Museum ofFlight
Federal Tax |ONumber:
91-0785826
Mailing Address:
9404 East Marginal Way South, Tukwila, WA
Primary Contact Name:
Jeff Bauknecht
Primary Contact Phone:
206.768.7198
Primary Contact Email Address:
uS�,-�Vnloff�i�ht.�r�
Check all the service categories that apply tothis application:
*/ Tourism promotion ormarketing.
v/ Operation ofaspecial event orfestival designed toattract 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 ofthe following applies toyour agency:
o An entity engaged in tourist marketing ortourism promotion.
Non-Profit(5Q2(c)(]) or501(c)/6U(Note:Attach acopy ofyour current non-profit
corporate registrationfrom the Washington Secretary of State Office)
o Municipality (City, Town, or County of Washington State)
I am an authorized agent of the organization/agency applying for funding. I understand that:
� |annproposing atourism-related service for 2O1S.If awarded, .myorganization jntendstoenter
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.
� My agency will be required to submit a report documenting economic impact results in a format
determined by the City.
Signature: Date:
71
1) Describe your tourism -related activity or event.
The Museum of Flight is one of the premier educational air and space museums in the world,
with oprojected ettendanceofGSO/O0OinZO19.Vbitors come tothe Museum for numerous
reasons including meetings and conferences, individual and group education programs, research
for historical and scholarly projects and simply for personal enjoymentofthe exhibits and many
special events held throughout the year.
Today the independent,non-profitMuseunnofHightisthelaruestprivateairandspecemuseum
inthe world, with aprojected 2O18fina|attendanceof6OO,OOOv1sitors.Ourco||eCtonsTndude
more than 160 air and spacecraft, tens of thousands of small artifacts, more than 3 million rare
photographic images, and a world -class library housing more than 34,000 books, 66,000
periodicals, and 14,000technical manuals.
2019 Request
Funding for 2019 is requested to support marketing and event activities for the Smithsonian's
traveling exhibit "Destination Moon - The Apollo 11'Missimm'"The Apollo 11command module
Columbia —the only portion of the historic spacecraft to complete the first moon -landing and
safely return to Earth —along with more than 20 other mission artifacts will be exhibited at The
yNus�umnofFlight from April l3—September 2,3O19,including the 5Oth anniversary ofthe Moon
landing — July 20. This iconic capsule left the Smithsonian's National Air and Space Museum for
the first time jn4Gyears, inApril 2O18,for otwo-year traveling exhibition.
The Museum of Flight is one of only four stops for Destination Moon during its national tour, and
the only West Coast destination —of the tour. This event |sexpected toattract visitors from the
entire west coast and across the country.
Sponsor Benefits
The City ofTukwila would berecognized asan"|nsp|re"level Clnd level) sponsor with the
following benefits:
• Inspire level logo recognition on "title wall" of exhibit entrance: March 15, 2019 deadline
• Logo recognition inpromotional spots:
" Billboards (Puget Sound, Portland, Spokane, and Vancouver BC regions)
" Transit (Puget Sound area)
" South Lake Union Trolley wrap
^ Rack cards throughout region: JmnuarV 18, 2019 deadline
" Banner on the south exterior wall of Great Gallery (tentative as of 1/16/19)
w Logo inDestination Moon visitor guide. March 1,2019deadline
w Logo recognition at events directly related to the exhibit, such as Opening Weekend and
Preview events.
• Acknowledgment inAloft, the Museum member magazine circulation 19,000. Included
issues would bebased onproposal approval date.
• Social Media posts torecognize sponsorship
• Complimentary tickets for up to 10guests to select special events held in conjunction
with Destination Moon: The Apollo 11 Mission.
2
72
Special group -sales rate for timed tickets to Destination Moon
Tukwila specific:
� Link onDestination Moon web page toother Tukwila tourism opportunities
� Link nnDestination Moon web page toTukwila lodging anddiningopportunities(SSRTA)
w Opportunity for Tukwila touse custom logo with tag|ine^'Prmwd home mfThe Museum mf
Flight"
2) Tukwila's brand signature experience is built on the following themes:
~ Family Entertainment
o Asmentioned in#6below, our primaryaudience bfamilies with young children.
Our education programing and exhibits are all designed inamanner that
encourages interaction between grandparents, parents and children.
o Monthly Member Movie Nights and Free First Thursdays also encourage a family
friendly experience.
• Shopping
o Your Museum experience is supported through a Museum store, Wings Caf6 and
simulators throughout the facility; all which generate additional revenue.
m Fun with Friends
o The Museum holds events each year such as Hops & Props and Yuri's Night which
promote activities for 'Iriend networks." Several times during the year, the
Museum also hosts vintage and military aircraft fly -ins which provide for exciting
viewing and flying opportunities.
Describe how your event, activity, orfestival builds omone mrall the themes listed above:
3) Ufanevent, list the event name, date(s)and projected overall attendance.
DestimotinwMoom-The Apollo 11Mission: April I3—September 2,2O19:Estinnatedattendapoe
over this time period is 309,653.
4) is your event/activity/facility focusing mnattracting overnight tourists, day tourists, mboth?
The Museum focuses onattracting overnight anddaytourists.Ourspeda|m/eekendeventsend
business conferences, as well as our immersive education programs, draw thousands of
overnight clients to the region. Our annual family -friendly weekend events draw day visitors from
King, Pierce, Snohomish, Kitsap/& Skagit counties.
Destination Moon jsexpected todraw visitors from across the region and the entire U5West
73
S) Describe why visitors will travel tmTukwila toattend yourevent/activity/facility.
Events such as the grand opening of our Apollo exhibit in April of 2017 attracted visitorsand
media coverage from across the region and country. The Destination Moon exhibit and related
activities are anticipated to draw an even larger number of visitors from this same audience of
space flight enthusiasts. Since The Museum of Flight is the only stop on the US west coast, or for
that matter west of Houston, it is anticipated that the exhibit will draw from across the entire
west coast. A related media buy in British Columbia, Spokane, Portland, San Francisco, and Los
Angeles will further boost the west coast reach. An associated national promotional campaign
will also drive visitors from across the country for the m anniversary weekend events.
The Museum is recognized by our peers, and flight enthusiasts ingeneral, asone of the premier
aerospace museums inthe world. Six distinct galleries display and curate the many stories of
flight. The comprehensive nature of the Museum's collection is virtually unmatched within the
industry. In addition, the Museum ranks among the top five venues for meeting and event
capacity inthe greater King County region.
The collection, combined with free parking and easy access from 15and 5eaTc Airport makes
the Museum one of the top picks for corporate and affinity group conferences such as military
organizations and reunions. Visitors are entertained with a nonstop airshow every day at the
Museum due to the many different types of aircraft flying in and out of Boeing Field! Directly or
indirectly, visitors come to the Museum for the fun and excitement that is flight.
6) Describe the geographic target of the visitors you hope to attract (locally, regionally,
nationally, and/or internationally).
The Museum provides an experience for almost any age, education level or cultural background.
Our primary target audience is young families with children, living in the Puget Sound region,
along with out-of-state leisure and business tourists. A secondary audience we continue to
expand are the outlying areas of Eastern Washington, British Columbia and Southwest
Washington and Portland, Oregon. We anticipate this secondary audience will be more
represented than normal due to the content and historic nature of this exhibit.
The Museum will continue to focus on its strengths of attracting visitors from across the greater
Puget Sound region. The subject matter of the Destination Moon exhibit, and the Museum being
the only stop on the west coast, will strengthen our success in attracting space flight aficionados
from across the west coast. With the Museum hosting the exhibit during the 50th anniversary of
the moon landing, xvealso anticipate attracting visitors from around the country.
7\ Describe the prior success mfyour ene|ityinattractlngtmorists'
2018 has once again been a strong year for the Museum, and we anticipate finishing the year by
welcoming 600,000 visitors from across the region and representing every state in the country. In
addition to one of the most comprehensive air and space craft collections in the world, the
Museum houses the largest aerospace library and archives on the west coast, serving researchers
4
74
and scholars. Historians, engineers, highschoo|andco||egestudents aswell asfilm production
teams, use this vast collection tosupport research, aid indesign concepts and even create
accurate and exciting visual images onthe small and big screen.
In addition to our industcy'leadingeducatkon programing and exhibits, our Public Programs team
facilitates more than 60 weekend and special event programs on virtually every topic imaginable
related toflight. Our 2Ol7Public Program Calendar bincluded toillustrate the vast array of
topics covered bythese programs.
8) if this your first time holding theevent/activity/facility provide background onwhy you think it
will besuccessful.
Although this will bethe first time hosting the Destination Moon exhibit, the Museum has
decades of experience in hosting large special events and exhibits on an annual basis. Examples
include our annual Blue Angels weekend where 17,000-21,000 visitors come to the Museum over
the three-day weekend, and the 2016 Boeing Company Centennial event when nearly 100,000
guests were treated todaxvn-to-duskactivity over three days.
9) Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments inthe City mf Tukwila.
The Museum promotes businesses in the Tukwila region through placement of the Seattle
Southsi6e Regional Tourism Authority (SSRTA) Visitor Guide in our Museum lobby kiosk. We also
pronnoteSSRTAthrouQhp|acernentoftheirtourisnn"vvidget"onourxvebsite|naneffort to drive
m/ebsi1etraffic to the myriad lodging and other tourism businesses in the South Seattle region.
The Destination Moon exhibit will provide an opportunity for community -wide partnerships with
other tourism -related business around the region.
10) As part of theCity's branding process, the City committed to using the "Tukwila" name above
other names often used hodescribe the City (or parts mfthe Citw)such as°Smuthcanter"mr
ak If you are existing entity currently operating inthe City does your entity list its physical
location as being in Tukwila? Ifnot, why? (Note: This question |sonly with the city |being
used to describe your location, jtdoes not apply to out of area marketing, which may say
"Seattle").
Historically, the Museum has associated itself with Seattle as its geographic reference. In
specific instances we also use Seattle Southside and Tukwila as geographical references.
b) Ufyou are proposing anew activity, festival, mrevent will itbe described asoccurring in
"Tukwila?"
Yes, but some conditions will apply depending on who creates and controls the
messaging. As an Inspire level sponsor of Destination Moon, the City of Tukwila would
secure the benefits asoutlined inItem #12019 Request ofthis proposal. Recognition oo
materials produced by the Smithsonian Institute Traveling Exhibit Services (SITES) will
5
75
require their collaboration. [SITES isthe owner and managing endtyoftbeexhibitand
national advertising campaign.]
:) If you are proposing a marketing program please outline how the °Tmkwvk*"name will be
used, promoted, used inpromotional materials and used in social media.
In addition to the benefits outlined in Item #12019 Request, Tukwila will be highlighted
as shown below.
w Social network marketing including Facebook Twitter, |nstagnan\etc. will include o
combination ofboth Tukwila and Seattle references.
• All onsite program materials created by the Museum will reference Tukwila as the
location,
• Advertising with out -of -area audiences will reference Seattle as the location.
** NOTE! The Museum encourages the City of Tukwila to create a special -use logo with the
tagline "Home of The Museum of Flight" to be used on all materials.
Current online and social media metrics
Current Social Network 3totsasofSeptember 2O18
|nstagrann: 17,600
Facebook: 77,000fodkovvs
Twitter: 18,100
Museum ofFlight VVebsite3tats
Pageviexvs: 4.6 Million
Visits: 1Williom
Unique Visitors: 728 K
6
76
11) Measurements and Metrics (Note: You will berequired toreport these metrics aspart mfthe
closeout of the agreement between your organization and the City.)
As a direct result of your proposedtourism-related service, provide anestimate of:
Total 2019 / Duration ofExhibit
a.
overall attendance atyour proposed event/nct\»itv/fnd|ity.
650,000/309,653
b.
Number Vfpeople who will travel fewer than S0miles for your
event/activity.
370,000/I73,400
c.
Number ofpeople who will travel more than SQmiles for your
event/activity.
280,000/136,253
d.
Ofthe people who travel more than SOmiles, the number ofpeople
who will travel from another country orstate.
128,600/79,000
e.
Ofthe people who travel more than 5Omiles, the number ofpeople
who will stay overnight inTukwila.
13,500/8,175
f.
Ofthe people staying overnight, the number ofpeople who will stay in
PAID accommodations (hotel/motel/bed-breakfast) inTokvvUa.
5,750/4,000
g.
Number of paid lodging room nights resulting from your proposed
event/ activity/facility (for example: 2Spaid rooms onFriday and 50
paid rooms mnSaturday =75paid lodging room nights)
6,700/6,000
12) What methodologies did you use to calculate the estimates and what methodologies will you
use totrack outcomes, such mstotal participants, estimated visitor spending, etc.?
Total numbers inthe chart above are estimated bvcombining the number ofknown room nights
or estimated room nights used for:
a. Washington Aerospace Scholars summer residency program,
b. Out-oftoxVnPublic Program guest speakers and related visitors,
c. Special events related to annual public programs such as Memorial Day and Blue Angels,
d. Public and private events surrounding the Destination Moon exhibit and the opening of the
Vietnam Veterans Memorial Park also scheduled for completion in 2019,
e. ZO19Hops §kProps, and Hanger Festattendees, and
t Anestimate pfthe overnight visitors from general admission.
individual program numbers come from admissions tracking. Estimates for general admission
visitors comes from zip code data collected atour admissions desks.
7
77
13) Are you applying for lodging tax funds from another community? Ifso, which communities and
in what amounts?
We have applied to the City of SeaTac and been approved for $75,000 in 2019.
14)Are you applying funding from Seattle SouthsideRegional Tourism UYso, 0m
what amount?
The Museum is in conversation with SSRTA regarding funding for 2019, but has not submitted a
request atthis time.
15) What is the overall budget for yourevent/activity/facility? What percent ofthe budget are you
requesting from the City of Tukwila?
a. The Museum VyFU ht'aoyera||2O18operatiunsbudgetis$2]'918,896.C)ur2O19budget
will increase 6mapproximately 3-S96` 2OlQoperations budget detail included for
reference.
b. Our overall marketing budget for 2O18is $700,978. Our 2O1gmarketing budget will be
approximately $1.4million with the primary increases affecting regional and national
media efforts related to the Destination Moon Exhibit and the opening of the Vietnam
Veterans Memorial Park.
* This $100,000 request for 2019 represents 7% of the Museum's proposed 2019
marketing budget.
Completed applications should besubmitted to:
Lodging Tax Advisory Committee
c/o Brandon Miles
City nfTukwila
G2OOSouthcenterBlvd
Tukwila, VVAA8IQ8
Or
,
Questions?
LT4COmtact
Brandon ].Miles
8
78
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
Tot. u5nds Requested:
$227i4\1)-1
About the Applicant:
The City of Tukwila is a non -charter City organized under the laws of the State of
Washington. Founded in 1908, Tukwila is one of the oldest cities in King County. Since its
founding, Tukwila has always been a community at the "crossroads." Tukwila lies at one of
the busiest freeway interchanges in Washington State. The City has a small bedtime
population of just under 20,000. During the day the City's population swells to over 150,000
people, with people coming to the City to work, shop, dine, stay in hotels, and to visit once in
a life time experiences, such as the Museum of Flight or iFly.
The City is one of the most diverse cities in the country. Over 70 languages are spoken in the
Tukwila School District. Many well-known businesses are based in Tukwila, such as BECU,
Westfield Southcenter, Seattle Seawolves, Seattle Sounders FC, Top Pot Donuts, Pop
Gourmet, and the Sabey Corporation. The City has over 2,000 hotel rooms and over 100
restaurants.
Funds Previously
Awarded:
Last year the City was awarded $59,164 for its general administration costs.
Funding Request Narrative:
The requested funds are to provide funding for certain administrative costs incurred for
operations related to operations and administration of the lodging tax fund. Funds will be
used for office supplies, .5 FTE (wages and benefits) professional services, training and
education, memberships, indirect costs, and other incidental costs,
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
79
Additionally, this requests includes funding to develop a launch a tourism related website and
social media platforms, including content development and creation.
Staff Comments:
These funds help the City administrator the lodging tax funds, including managing and
overseeing contracts with third parties. Development of a website consistent the adopted City
brand is overdue. There does not exist a website or social media platforms promoting the
Tukwila brand. This will provide that opportunity.
City of Tukwila Staff
Recommendation to LTAC: Approval
Notes:
None.
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
80
Application to the City mfTukwila for Use mf 2019 Lodging Tax Funds
Event orActivity Name (if app|icabkA:
General Administration, Small Marketing and
Sponsorship, VVebsiteDevelopment, and
Social Media Platform Development,
including content creation.
Amount ofLodging Tax Requested:
$227,045
Applicant Organization:
City ofTukwila, Mayor's Office
Federal Tax |DNumber:
91'6001518
Mailing Address:
678USouthcenterBlvd
Tukwila, VVA9OIO8
Primary Contact Name:
Brandon J. Miles
Primary Contact Phone:
(206)431-3684
Primary Contact Email Address:
Brandnn.M||es@TukVvi|axva.gov
Check all the service categoriesthat apply tothis application:
Tourism promotion mrmarketing.
Operation ofaspecial event orfestival designed toattract tourists.
Operation of tourism -related facility owned or operated by a non-profit organization.
� operation andlorcapital costs ofotourism'relatedfac0tyowned &ymmunicipality oro
public facilities district'
Check which one Ofthe following applies toyour agency:
Non -Profit (Note: Attach a copy ofyour current non-profit corporate registration from the
Washington Secretary ofState Office)
~/ Municipality
Note: January 26, 2028t Applicationupdated following Lodging Tax Advisory Committee meeting on
January 23, 2018. Changes are shown and reflect the approved requestfrom the Committee.
I am an authorized agent of the organization/agency applying for funding. I understand that:
� 1 am proposing a tourism -related service for 2018. 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.
Signature:
81
1) Describe your tourism -related activity or event.
The City of Tukwila requests funding for 2019 for administration of the City's lodging tax fund, basic
marketing activities, website creation and operations, and developing the City's brand social media.
Funds for this application are used for general administration, staff time (half FTE)and related costs
incurred bvthe City inmanaging its lodging tax program. |nthe past the funds for this application were
used for the following activities intended to support the entire tourism program:
• Office Supplies;
• Professional Services;
• Training and Education;
• Membership, Registration, and Subscriptions;
• LTACMeehngs;
• Parking, Travel, and Meals; and
• Indirect Cost Allocation.
Last year JAC approved @ for the City's Administration application and the City is requesting for these
In addition to the items listed above staff is also requesting funds to supportlabor and benefits for
.5FTE.This |snot anew position. The {]tv` Business Relations Manager bthe lead onlodging tax and
tourism issues. The position has historically been funded using 100% of general fund dollars. The City is
requesting that the staff time for this position be split 50/50 between the lodging tax and general fund.
The City isalso requesting acharge for the [itv's indirect cost allocation. The requested amount is
significantly lower than previous years. The lodging tax fund isone ofseveral special revenue funds
managed by the City of Tukwila. Under State Law, the Cityis 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 services, and office administration. Activities that are needed to support
the lodging fund.
The City isalso requesting small amount $8,000 for small sponsorship opportunities throughout the
year that could help build the Tukwila brand and help enhance the tourist destination.
|n2O1Q,the City ofTukwila, Mayor's Office oversaw nearly $4O000Oinlodging tax funds awarded tO
outside groups. Each award requires a contract and ongoing oversight by City staff.
2) If an event, list the event name, clate(s), and projected overall attendance.
This request is not for aspecific event. However, the application helps support the City's ability to use
82
31 Isyour event/activity/facility focusing onattracting overnight tourists day tourists, or both?
Both, the City uses its lodging tax funds to support marketing activities for both day and overnight
visitors. These are for activities either done by the City or by third parties.
In the past the City has used its lodging tax funds to support Seattle Southside Regional Tourism
Authority; events such asthe Rock 'N'Roll Marathon; the 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.
Additionally, there are tourism related trainings, events, and memberships that the City would like to
be part of, These activities help support the City's ongoing tourism efforts.
Funds in this application will also be used to develop a website and social media to promote the City in
the region.
4) Describe why visitors will travel to Tukwila to attend your event/activity/facility.
The request isfor funding tohelp support Citvscosts incurred bvthe City toadminister the lodging tax
fund and for expenses that are related to tourism. As discussed above, the lodging tax fund is used to
support aVahe±y of activities in the region, which bring both day and overnight visitors the City.
Costs associated, such as offices supplies, travel, parking, and education related totourism and
marketing should becharged to lodging tax and not the Cit/sgeneral fund.
The new website and social media platforms will beused to tell the °Tukwi|a"story, consistent with he
adopted brand.
5) Describe the geographic target of the visitors you hope toattract Ooca|hy regionally,
nationally, and/or internationally).
N/A.
G) Describe the prior success mfyour ewent/aUt«inattracUnQtourists
The City has along history ofsuccess inusing lodging tax funds tosupport awide range ofactivities,
including Seattle Southside Regional Tourism Authority, the Museum of Flight, Starfire Sports, and the
Southwest King County Chamber ofCommerce (now known as Seattle SouthsideChamber nf
Commerce).
71 If this your first time holding the event/activity/facility provide background onwhy you think
83
N/A
8) Describe the media strategy you employ tupromote your event/activity/facility toattract
overnight a_,-rdaVtourists?P|easeOstanyd' ita|mrprintrnedia(nemahtters,e'b|asts
social media, etc.) your agency uses or intends to use to promote your event/activity/facility.
N/A
9\ Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments inthe City mfTukwila.
N,-10) Is the City able to use your digital and print media for collaborative marketing?
N/A
111Describe how you will use the name, "TukxvUa"inpublications, promotions, and for your
event?
N/A 12) Measurements and Metrics (Note: You will be required to report these metrics as part of the
close out ofthe agreement between your organization and the City^)
Asadirect result of your proposed tourism -related service, provide an estimate of:
a.
Overall attendance atyour proposed event/activity/facility.
0
b.
Number ofpeople who will travel fewer than 5Omiles for your
event/activity.
O
c.
Number ofpeople who will travel more than SOmiles for your
event/activity,
U
d.
Ofthe people who travel more than S0miles, the number ofpeople
who will travel from another country orstate.
O
e.
Ofthe people who travel more than SOmiles, the number ofpeople
who will stay overnight inTukwila.
O
f.
Ofthe people staying overnight, the number ofpeople who will stay in
PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
O
84
g. Number ofpaid lodging roonnUkzhtsresuhiUgfrVnlyourproposed
event/acbvity/farUity (for 25 paid rooms onFriday ond50
paid rooms on Saturday = 75 paid lodging room nights)
Special Note: The numbers provided above are direct estimates for this application. This application
helps supports the [it»sefforts infunding activities b«third parties. Combined, these third parties
marketed the City to nearly 2 million people. For example, in 2017 Starfire Sports received $42,000
in lodging tax funds and nearly 1.3 nni|/inn people visited the Starfire3po[1s campus. The ability to
provide funding to these third parties could not occur without the City'sability to process contracts
and provide payment, which issupported bythis application.
Once the City launches the website and social media platforms the city will be able to get a better
understanding of target demographics.
13) What methodologies did you use to calculate the estimates and what methodologies will you
use totrack outcomes, such astotal participants, estimated visitor spending, etc?
Asdiscussed above, the City uses its lodging taxfundstosupportaxvideran0eofactivities.|n2O19,the
City anticipates funding the City ofTukwila, SSRTA, the Museum ofFlight, Sta,fir2Sports, and other
smaller activities. These funded activities have metrics, which the City will use for reporting purposes
for this funding request.
14) Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
No.
15) Are you applying funding from Seattle Southside Regional Tourism Authority (SSRTA)? If so, in
what amount?
No.
16) What is the overall budget for your event/activity/facility? What percent of the budget are
you requesting from the City ofTukwila?
Total requested funding is$
The following is the proposed budget for the campaign (note funds in rows 1-7 might be moved
between budget rows, but won't exceed the total amount requested).
Column
Budget Item
2018
2019 Proposed
Notes
Approved
Budget
85
l.
Office Supplies
$750
$750
This isfor general
offices supplies and for
domain names holds
the City has purchased.
2.
Professional
Services
$8,000
$11,000
For 3O17these funds
were used for an
additional visit from Bill
Baker, the Citx's
branding consultant.
Funds were also used
for the creation of
some collateral for the
new brand.
For 2O18,staff would
like tpuse some funds
toget additional
collateral made reflect
the new brand and
have funds available for
small projects thathe|p
with the [ity's
marketing, branding,
and tourism attraction
efforts.
3.
Training and
Education
$6,008
$6,000
These funds are
intended for staff and
elected officials who
might desire orneed
education or training
for tourism related
activities.
4.
Memberships,
Registrations, and
subscriptions.
$7,000
$8,000
Memberships to:
0 Seattle Chamber
of Commerce
m Seattle Sports
Commission
86
w Washington
Tourism Alliance
* VVFEA
* Others
5.
[[ACK4eetings
0.00
$250
Staff tries tominimize
expenses for LTAC
meetings; however, in
some cases vvoneed to
rent aroom and/or
provide food for
meetings.
G.
Parking, Travel and
Meals
$1,000
$1,000
This isfor staff, City
Counci|nnennbers,and
LTA[members who
might want toattend
tourism related
meetings inthe region.
Last year this expense
was charged tOthe
general fund.
7.
Indirect Cost
Allocation
$36,414
$18,741
Reimbursement ofthe
C|t/sgeneral fund for
activities such as legal
support, accounting,
insurance, technology
services, public records,
and office
administration needed
tosupport the lodging
fund. This funding
supports all the indirect
charges with
administration of the
lodging tax funding and
isbased onthe citywide
overhead analysis used
tocharge overhead t
special revenues funds.
87
8.
Sub Total:
$59,164
$45741
New Items
9.
Labor
$O'OD
$55,547
This isnot anew
position. Funding for
the Business Relations
Manager will besplit
5O/5Obetween the
general fund and
lodging tax fund.
lO.
Labor (benefits)
$17,847
This isnot anew
position. Funding for
the Business Relations
Manager will besplit
SO/5Obetween the
general fund and
a .
lodging t xfund
ll'
|
yVeb5itedesign
Ic
ations, con nt�
cia|
Zctaa *on, and �
medi
development.
� �
��v
O
��
~=�-
C 'on of a tourism
d
Tukwi
conazmn. oa/
media development as
vVe||.
12.
Small Event
Sponsorship
$0.00
$8,000
13.
Subtotal:
$0.00
$V81,304
14.
Total:
$59164
^v"z -
All activities.
Itmay benecessary tomove funds between rows 1'l3; however, the total expenditure will not
exceed the total listed in row 14.
17) What will you cut from your proposal or do differently if full funding for your requestis 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 torequire the lodging tax fund to"pay asbgoes" for
88
Applications are considered onarolling basis. Please contact staff todiscuss the process for having the
application reviewed by the City's Lodging Tax Advisory Committee.
Completed applications should be submitted to:
Lodging Tax Advisory Com
c/o Brandon Miles
City ofTukwila
62OQSouthcenterBlvd
Tukwila, WA 98188
Or,
Brandon. Miles 6DTukxvUexva1gov
LTACContact:
Brandon 1Miles
(206)431-2684
Updated: March 21, 2017
89
City ofTukwila
General Administration
2019 Scope of Services
As outlined the budget above, funds will be used for the following activities intended to support the
operations of the lodging tax fund:
1. Purchase ofoffice supplies;
2. Hiring ofprofessional services, asneeded (not project spedfid;
3. Training and Education for City staff, City elected officials, and LTA[nnennbers;
4. Membership, Registrations, and Subscriptions for the City;
S. Costs associated with the LTA[nneetings;
6. Parking, Travel, and Meals
7. Indirect Cost Allocation
8. Staff costs (wages and labor)
9. Development a Tukwila tourism website, including content development.
Note, funds may be moved between the categories, but the total expenditure will not exceed $181,304
90
Staff Memorandum
Lodging Tax Advisory Committee Funding Request
Name of Applicant:
Starfire Sports
Address:
14800 Starfire Way, Tukwila, WA 98188
Total Funds Requested:
$44,500
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, Starke Sports has been used to host a variety of other sports and activities,
including rugby, lacrosse, and quidditch.
Funds Previously
Awarded:
Last year Starfire Sports received $44,500 in lodging tax funds from the City.
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
91
Funding Request Narrative:
Starfire Sports is requesting 2019 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.
In addition to the scope of services from last year, the following will also be included:
• Allow the City to have free meeting space for events and activities;
• Promote activities and events occurring in the City, both by the City itself and third parties.
• The City will be a sponsor for all Starfire tournaments.
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 beingspectators, 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 Seattle Sounders FC, identify their physical location
as being "Tukwila." Each visitor who comes to the facility leaves with a positive experience in
Tukwila.
Starfire Sports has also helped the City with event production, including the Seattle Sounders
FC MLS Cup send off.
City of Tukwila Staff
Recommendation to LTAC: Approval.
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
92
Notes:
Should LTAC and the City Council approve the request, 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 a services contract with the City. Since this contract will be over
$40,000, the City Council must authorize the Mayor to sign the contract.
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
93
Starfime
2019 Scope of Services
General:
Contractor shall organize, promote and facilitate tournaments, leagues and events edStarhreSports
Complex with the goal ofattracting over 1DUUOovernight hotoKnlote|roornnbts8nd1.3miU|on
annual visitors (not unique visitors) in a collaborative working relationship with the City of Tukwila. The
purpose of this agreement is for the tracking of hotel bookings, promotions and marketing.
1. As needed, contractor shall refer teams and event directors directly to Seattle Southside
Regional Tourism Authority .adestination marketing organization for the City, for
assistance with |odging, restaurants, attractions, transportation companies, etc. ordirectly to
the Qty.
2. Contractor will encourage and, where possible,require other 3rdparty organizers holding
tournaments and events atGtarfire to utilize Seattle Souths|dg(TUkwila.GoaTac,and Des
Moines) lodging businesses. Contractor will provide 3mparty organizers eone-page
promotional flyer as an attachment (to be provided by the City) to its rental agreements.
3. Contractor shall provide aprominently placed City ofTukwila logo tothe sponsor section of the
landing page ofvmxnw.storfiraoporte onrn VveboKo.
4. Contractor will promote City ofTukwila attractions and activities through its marketing
department, league information, and tournament relations via links in email signatures and
information inevent documents. Information may baregarding non -city activities. Attractions
and events promoted bvthe City, with the contractor, cannot be|nconflict with business
interest of8torfiro Sports.
5. Contractor and City shall work in conjunction to provide content in the regular e-newsletter
from Starfire Sports about Tukwila attractions and activities. Attractions and events promoted
bvthe City, with the contractor, cannot beinconflict with the business interests ofE8orfine
Sports.
5. |nall collateral, pressna|oasaa nnedi8s.etc. where alocation iSmentioned, contractor shall
always identify the location of Storfinaagbeing located in^TVkVV|a." Contractor shall
encourage third parties operating at or hosting events at Starfire to also list the location as
7. Provide nn|ninnunn offour social nnad|o post per month promoting activities, dining, shopping,
and/or hotels in the City. Content to be provided by the City and approved by Contractor.
City of Tukwila
bIOoSouthcente,Blvd.
Tukwila, WA98188
94
8. Aedeemed most appropriate bvContractor, use the #Tukxv|oorthe name "Tuhwibƒinsocial
media posts onFamabook.Twitter, Goog/o+and/or |nstognaFn.
8. Contractor shall make available free meeting space, during regular operating hours bvthe
Contractor, for the City, provided City events do not conflict with paid meeting reservations.
10. Contractor shall work with the City to promote events in the City, including but not limited to
City sponsored events, events sponsored bythird parties, and grand openings 0fbusinesses
within the City. Events promoted by the City, with the contractor, cannot be in conflict with the
business interests Of8torf|reSports.
11.The City of Tukwila shall also be considered etournament partner for 2019. As a tournament
partner the City shall bereceive the following benefits:
m. City included aspart ofthe Tournament /l000Aa.g.The 8ladinaAmtroTurf@ Cup.
Tukwila, WA).
b. Visibility on .comhomopage,youth tournaments landing page,
tournament event page, and drop -down navigation menu
n. 300px by 300px placement on the tournament event page and tournament landing
page ofstorfiranporto.00nn
d. 300px by 300px placement in all registration and announcement emails related to the
tournaments
o. (6) Banners displayed during each day of the tournaments; banners to be provided by
City
f. (1)10'x1O'booth during each day oYthe sponsored tournaments
g. (1) PA Announcement mention every 4 hours during each day of the tournaments
h. (1) 8.5" x 11" promotional flyer in all sponsored tournament(s) coach's packets
i. (1)1O0pnhy75pXplacement intwo Stadinanewsletters
]. (1)Marketing email sent toall tournament participants
k. (1)Rotating placement |nthe 8tadireMedia Center during the tournament season
|. Mentions via Etorf|re'nsooia| media platforms
nn' Opportunities for City officials to participate in Tournament award pnaaanisdiono
City of Tukwila
saonsouthcenterBlvd.
Tukwila, wm9818u
95
96
•
lic tion to the City of Tuk
ila for U
Event or Activity Name (if applicable):
Amount of Lodging Tax Requested:
Applicant Organization:
Federal Tax ID Number:
Mailing Address:
Primary Contact Name:
Primary Contact Phone:
Primary Contact Email Address.
d
T
x Funds
Starfire Sports Tournament Season
$44,500
Starfire Sports
47-0887811
14800 Starfire Way, Tukwila WA 98188
tBen Oliver
(206) 267-7417
beno@starfiresports.com
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 (Note: Attach a copy of your current non-profit corporate registration from
the Washington Secretary of State Office)
Municipality
For Profit Company
I am an authorized agent of the organization/agency applying for funding. I understand that:
I am proposing a tourism -related service for 2019. 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
'1 format determined by the City.
Signature:
Printed or Typed Name: Ben Oliver
_01/17/2019
Date:
97
1) Describe your tourism -related activity or event
Starfire directly manages 11 soccer tournaments and over 30 third party events including 10 Seawolves
games. These events draw people from all over the county, Canada and further aboard. Starfire Sports
projected 2019 total attendance is over 1,300,000 visits.
2) If an event, list the event name, date(s), and projected overall attendance.
See attached
3) Is your event/activity/facility f
Both
+11
cusing on attra
in
overnight ourists, day tourists, or both?
4) Describe why visitors will travel to Tu ila to attend your event/activity/facility.
Starfire Sports is the epicenter of soccer not only here in the Pacific Northwest but nationwide. As not
only the home of our Seattle Sounders FC and the Seattle Seawolves we are host to over 42 annual
events ranging from the recreational youth players to professional players. Starfire's own tournaments
bring over 110 teams in annually from Canada alone while our leagues and youth programs bring
hundreds of day visitors to Tukwila every day of the week.
5) Describe the geographic target of the visitors you hope to attract (locally, regionally,
nationally, and/or internationally).
Starfire offers programs and events for people from all geographical areas with teams traveling from
Germany to participate in our youth tournaments, the local community of kids who just want to come
down and kick a ball to the professional athletes from National Teams, Major League Soccer and Mayor
League Rugby who are here for trainings and games, to the players who participate in any one of our
youth or adult programs.
6) Describe the prior success of your ev
•
nt/activity/facility in attracting tourists
Starfire Sports generates over 117,000 unique visitors and about 1,300,000 visits annually. Of these
visitors, roughly 7% travel more than 50 miles and stay in the area approximately 2-4 nights at a time.
Starfire run tournaments averaged 23% of participating teams traveled more than 50 miles.
7) if this your first time holding the event/activity/facility provide background on why you think
it will be successful.
No we have been running these events with increased growth due to marketing efforts for over 14
years.
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.
Starfire will promote our events through email and online marketing/advertising/social media and new
partners being formed with surrounding States. Our events will be listed on regional soccer
98
organization websites, including Washington Youth Soccer, BC Soccer, and Washington State Adult
Soccer Association. We will also promote through email marketing to the Starfire database and those
of local and regional soccer organizations, including statewide organizations and local soccer clubs.
Events such as the US Open Cup, Seattle Seawolves matches, Seattle Sounders Women matches and
Starfire's own 11 tournaments attracts visitors from all over Washington State as well as Alaska,
Oregon, Idaho, Montana, California, Nevada and Canada to name a few. Most visitors, if not all, lodge
and shop within approximately a 5 mile radius of Starfire Sports. Starfire works with local business' to
help promote their products and services' ensuring the visiting dollar stays within the nearby
community.
9) Describe ho you will promote lodging establishments, restaurants, retailers,
ntertainment establishments in the City of Tukwila.
We partner with the City, SSRTA and local business providing web space, and opportunities for
handouts, emails etc. that is distributed to all tournament teams.
Yes
10) is the City able to use your di tital and print media for collaborative mark
11) Describe how you will use the name, "Tukwil
event?
PP
ting?
publications, promotions, and for your
Tukwila will not only be integrated into publications, promotions and the appropriate use of "Tukwila"
#hashtags when using social media but also on all tournament branded materials including clothing.
In the past this integration has seen the media talk more about Tukwila with regards to soccer, Starfire,
the Sounders and now the Seawolves also.
12) Me surements and Metrics (Note: You will be requir
cl . se out of the agreement between your organirati
•
d
t
report these metrics as part of the
n and the City.)
As a direct result of yo r proposed tourism -related service, provide an estimate of:
a, Overall attendance at your proposed event/activity/facility. 1,300,000
b. Number of people who will travel fewer than 50 miles for your
event/activity.
c. Number of people who will travel more than 50 miles for your
event/activity.
d. Of the people who travel more than 50 miles, the number of people
who will travel from another country or state.
150,000
10,000
23%
99
e. Of the people who travel more than 50 miles, the number of people
who will stay overnight in Tukwila.
. Of the people staying overnight, the number of people who 17-1-1
•
PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
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)
5,000+/-
4,750+/-
10,000+
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?
Team surveys and SSRTA Event Impact Calculator
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 Southsid
what amount?
•
Regional Tourism Authority (SSRTA)? If so, in
Room rebate on actual rooms tracked for Starfire tournaments in Meeting Max and as reported from
Hotels.
16) What is the overall budget for your event/activity/facility? What percent of the budget are
you requesting from the City of Tukwila?
Our annual marketing budget is just under $24,000 without the support of LTAC funding that allows us
to market to traveling teams, attend team/marketing conferences for tournaments and event
recruiting.
17) hat will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
Outside marketing would be limited to free opportunity's that have had very limited success in the past
and travel to team/marketing conferences would not be possible.
100
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:
Lod:ing Tax Advisory Committee
c/o Brandon Miles
City of Tukwila
6200 Southcenter Blvd
Tukvvila, WA 98188
Or,
Brandon. Mies@TukwiIawa.gov
Questions?
LTAC Contact:
Brandon J. Miles
(206) 431-3684
Brancion.MilesPTukwilawa.gov.
Updated: January 16, 2019
1 01
102
2019 Starfire Events
Event Name
Dates
Youth/Adult
PacNW Winter Classic
Jan 11-13
Youth
PacNW Winter Classic
Jan 18-21
Youth
PSPL ID Camp
Jan 26-27
Youth
Seawolves Rugby
27-Jan
Adult
WA Youth Founders Cup
Feb 2-3
Youth
WA Youth Presidents and Champs Cup
Feb 8-10
Youth
Seawolves Rugby
17-Feb
Adult
Sounders Mid Winter Break Camp
Feb 18-22
Youth
Saracens Rugby
23-Feb
Adult
Seawolves Rugby
24-Feb
Adult
USA vs Uruguay Rugby
2-Mar
Adult
USA vs Canada Rugby
8-Mar
Adult
Seawolves Rugby
10-Mar
Adult
Saracens Rugby
16-Mar
Adult
Evergreen Cup
March 29-31
Adult
Seawolves Rugby
31-Mar
Adult
PSPL WA Cup Qualifier - HS Girls
April 5=7
Youth
Sounders Spring Break Camp
April 8-12
Youth
PSPL WA Cup Qualifier
April 12-14
Youth
Diego Moreno Fundraiser Event
20-Apr
Adult
Seawolves Rugby
21-Apr
Adult
WA Youth Presidents & Champs
April 26-28
Youth
Special Olympics
May??
Youth
WA Youth Presidents & Champs
Maya-5
Youth
WA Youth Presidents & Champs
May 10-12
Youth
Wa HS Girls Semi Finals
14-May
Youth
Wa HS Girls Finals
17-May
Youth
Wa HS Boys Finals
25-May
Youth
Seawolves Rugby
26-May
Adult
America Scores Jamboree
June??
Youth
WA G LAX Jamboree
1-Jun
Youth
PSPL Coaching Summit
1-Jun
Adult
Rain City
1-Jun
Adult
Seawolves Rugby
2-Jun
Adult
WALAX Summer Solstice
June 7-9
Youth
Spring Classic
June 14-16
Youth
Mount Rainier FC (Managed)
June 21-23
Youth
Sounder Summer Camp
June 24-28
Youth
103
Zakuani & Friends
30-Jun
Adult
COPA Cup
July 5-7
Adult
PacNW College ID Camp
July 8-9
Youth
Seattle United (Managed)
July 12-14
Youth
Sounders FC Cup
July 19-21
Youth
Barcelona Camp
July 22-26
Youth
WSASA All Nations Cup
July 26-28
Adult
Sounder Summer Camp
July 29-Aug 2
Youth
Seahawks Flag Football
Aug??
Youth
WSASA All Nations Cup
Aug 2-4
Adult
Elite 80 LAX Camp
Aug 6-8
Youth
Eastside FC (Managed)
Aug 9-11
Youth
Xtreme Cup
Aug 16-18
Youth
NWAC Friendlies
Aug 22-23
Youth
Kent City (Managed)
Aug 23-25
Youth
Sounder Summer Camp
Aug 26-30
Youth
Labor Day Cup
Aug 30-Sept 2
Youth
Saracens Rugby
7-Sep
Adult
Saracens Rugby
14-Sep
Adult
Seattle Academy Soccer Mania
27-Sep
Youth
Saracens Rugby
12-Oct
Adult
Saracens Rugby
19-Oct
Adult
Adrenaline LAX
Oct 26-27
Youth
BooFest
27-Oct
Youth
NWAC Semis and Finals
Nov 15-17
Youth
PacNW Fall Festival
Nov 22-24
Youth
Starfire Collegiate Showcase
Nov 29-Dec 1
Youth
Sounders Winter Break Camp
Dec??
Youth
Candy Cane Challenge
Dec??
Youth
Winter Warmer
Dec??
Adult
Turkey Shoot
1-Dec
Youth
WALAX Space Needle Shootout
Dec 6-8
Youth
Wa Youth Soccer Rec Cup
Dec 13-15
Youth
104