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Home My WebLink AboutFS 2011-08-11 Item 2A - Proposal - Rock 'n' Roll Marathon SponsorshipCity of Tukwila Jim Haggerton, Mayor INFORMATIONAL MEMORANDUM TO: Mayor Haggerton Finance and Safety Committee FROM: Katherine Kertzman, Tourism Marketing Program Manager DATE: October 18, 2011 SUBJECT: Rock Roll Marathon Sponsorship Proposal ISSUE Seattle Southside Visitor Services has the opportunity to be an Official Sponsor of the Rock `n' Roll Seattle Marathon &'h Marathon in conjunction with the Seafair festival in 2012 for $50,000. BACKGROUND As you know, the City completed its three year contract with the Competitors Group at the conclusion of this year's marathon, officially named the Dodge Rock'n' Roll Seattle Marathon 1/2 Marathon. On September 20 2011, staff met with Beth Knox, President and CEO of Seafair and Elizabeth O'Brien, Vice President of the Competitors Group, to discuss the City's sponsorship in the future. Beth and Elizabeth both expressed great gratitude for the City's financial support and most importantly for the enthusiasm and dedication the City of Tukwila elected officials and staff have shown these past 3 years. Both sincerely thanked the elected City elected officials and staff for making this event a reality for our region. As much as both organizations appreciate Tukwila, they have decided to change the course to start and end in Seattle Center. The new course accomplishes several goals for the Competitor Group and Seafair. First, as you may remember, the course used these past 3 years encountered a bottle neck under the 1 -90 Bridge, limiting the maximum number of runners the course could accommodate. The new course will enable the race to increase the number of participating runners to generate greater economic impact for their organizations and the region. Second, the Competitor Group spent over $100,000 to shuttle runners from downtown Seattle to the start line in Tukwila. The new course will save them that expense. Runners will instead be encouraged to ride Link Light Rail and /or the Monorail before and after the race. Even though the City's $150,000 sponsorship from lodging taxes basically covered the shuttle expense and special event permit (for staffing of police, fire, etc.) the race was still limited from growing. In addition, the City's lodging tax fund would run out of money in less than three years if we had kept the same sponsorship level so we couldn't maintain or increase our sponsorship. Although this change will change Tukwila's role in the marathon, Seattle Southside Visitor Services has the opportunity to be an Official Sponsor of the Rock `n' Roll Seattle Marathon &'h Marathon in conjunction with the Seafair festival in 2012 for $50,000 and market all Southside Cities as an ideal home base to stay and play before and after the race. INFORMATIONAL MEMO Page 2 We expect to continue to see hotel stays in the Southside for the marathon. Almost all Southside hotels offer their overnight guests complimentary shuttle services to and from Sea- Tac Airport. This will make it possible for hoteliers to drop off and pick up runners at the light rail station "Kiss and Ride" in SeaTac. This transportation option will help all Southside cities remain an ideal location for Rock "n" Roll Marathon runners to stay. In addition, as the race grows, more runners mean more overnight stays and more overnight stays mean more visitors spending and more business for everyone. 2011 Estimated regional economic impact data includes: Direct Economic Impact: $21,177,000 Induced Economic Impact: $13,765,000 Total Economic Impact: $34,942,000 22,310 TOTAL room nights, and 22.8% of people said they stayed in Tukwila. This would be approximately 5,087 room nights in Tukwila. ANALYSIS Seattle Southside will receive the same promotional benefits that the City of Tukwila received for the past three years as the start line City sponsor for 1/3 the cost. On Sept. 19, 2011, this item was discussed at the Tukwila Lodging Tax Advisory Committee meeting. Committee members recommended staff negotiate a more cost effective sponsorship with the Competitors Group and Seafair while maintaining the Cities ability to entice RnR runners to stay overnight in Tukwila. This proposal is a one year sponsorship. Staff will evaluate the economic impact of this sponsorship following next year's race given the new start line to confirm total number of room nights in the City of Tukwila and Seattle Southside as a region. Budget impacts: There is no additional budget request for this item. The cost for this work is included within the Council approved 2011 -2012 Budget. The sponsorship will be paid for using by the lodging tax dollars in the Seattle Southside program budget under joint marketing projects; "Joint Marketing Projects" account that is funded by the 4 SSVS participating cities: Tukwila, SeaTac, Kent and Des Moines. Tukwila's portion of the sponsorship fee for one year is $16,500. Since this is a tourism program item, the costs will be paid out of lodging taxes, not the City's general fund. RECOMMENDATION The Council is being asked to authorize the Mayor to sign a sponsorship agreement with Competitors Group for the 2012 Rock "n" Roll Seattle Marathon Marathon on behalf of Seattle Southside Visitor Services in the amount of $50,000. The Council is also asked to consider this item at the November 14, 2011 Committee of the Whole meeting and subsequent November 21, 2011 Regular meeting. ATTACHMENTS Official Sponsorship proposal WA2011 Info Memos- CoundhRock n Roll Marathon 2012 doc.docx 2 Rock 'n' Roll Seattle Marathon 1/2 Marathon June 23, 2012 OFFICIAL SPONSORSHIP PROPOSAL SEATTLE SOUTHSIDE VISITOR SERVICES Official Sponsorship Benefits As an Official Sponsor of the Rock 'n' Roll Seattle Marathon Marathon, SEATTLE SOUTHSIDE VISITOR SERVICES will receive the following promotional benefits: Sponsor Designation SEATTLE SOUTHSIDE VISITOR SERVICES will be an Official Sponsor of the Rock 'n' Roll Seattle Marathon Marathon, and may use this designation in its advertising and promotion. *All promotional programs and advertisements using the Rock 'n' Roll Seattle name and /or logo must have prior approval from Competitor Group. Event Advertising SEATTLE SOUTHSIDE VISITOR SERVICES name and /or logo included in select event advertising. SEATTLE SOUTHSIDE VISITOR SERVICES will receive a full -page, 4 -color advertisement in the Official Event Guide. SEATTLE SOUTHSIDE VISITOR SERVICES will be identified as an Official Sponsor on the Rock'n' Roll Seattle website, and will receive a link to the SEATTLE SOUTHSIDE VISITOR SERVICES website. Opportunity to provide tourism content for Weekend Activities and /or Area Attractions page of the Official Website. CGI to manage website; SEATTLE SOUTHSIDE VISITOR SERVICES to provide content. Print Promotional Material SEATTLE SOUTHSIDE VISITOR SERVICES name and /or logo on all Seattle race specific full -color promotional brochures distributed through sporting goods retailers, athletic clubs, grocery stores and race expos throughout the U.S. SEATTLE SOUTHSIDE VISITOR SERVICES will receive the opportunity to place a blurb in two e- newsletters sent to all registered participants. SEATTLE SOUTHSIDE VISITOR SERVICES name and /or logo on Final Information e- mailed to all registered participants 3 r:0 C:0 Event Signage SEATTLE SOUTHSIDE VISITOR SERVICES will receive banner opportunities at the event, including the following: Two (2) logos on banners at the Start Line Six (6) logos on banners at the Finish Line Expo Display /Sampling Opportunities SEATTLE SOUTHSIDE VISITOR SERVICES will receive a 10'x 20' booth space at the two -day Health Fitness Expo. SEATTLE SOUTHSIDE VISITOR SERVICES may insert promotional items or literature in 28,000 goodie bags distributed to every participant, and may insert promotional literature into the virtual volunteer goodie bags. Media /Race -Day Promotion SEATTLE SOUTHSIDE VISITOR SERVICES will receive verbal mentions by announcers throughout the race. Hospitality SEATTLE SOUTHSIDE VISITOR SERVICES will receive corporate entertainment and hospitality opportunities at the event, including: o Ten (10) Entries for the Marathon or Half Marathon. Four (4) individual invitations to VIP Reception. RSVP required. Six (6) VIP credentials for Start /Finish Hospitality. Room NightPromotion Competitor Group will partner with SEATTLE SOUTHSIDE VISITOR SERVICES to create a special Seattle Southside room night promotion. Competitor Group will work with the SEATTLE SOUTHSIDE VISITOR SERVICES to coordinate the details of the promotion. Competitor Group will create a page within the event website that will promote featured destinations, area hotels and sample itineraries for each destination. SEATTLE SOUTHSIDE VISITOR SERVICES may provide photo galleries and /or video footage for each destination. Sponsorship Investment Sponsorship fee of $50,000. SEATTLE SOUTHSIDE VISITOR SERVICES will promote Rock `n' Roll Seattle to the VISITOR SERVICES's current database of consumers. The race will be included in all cross promotional opportunities and calendar of events, where appropriate. SEATTLE SOUTHSIDE VISITOR SERVICES will place Rock 'n' Roll Seattle event logo and link on VISITOR SERVICES website. As available and appropriate, VISITOR SERVICES will provide space on website for editorial content and tile /banner ads for the event. CGI to provide content and creative as needed. El