HomeMy WebLinkAboutCOW 2020-11-09 Item 4F.2 - Funding - Tourism Funding Six-Year Financial PlanITEM INFORMATION
STAFF SPONSOR: BRANDON MILES ORIGINAL AGENDA DATE: 11/9/20
AGENDA ITEM TITLE Tourism Funding, Six Year Financial Plan
CATEGORY Discussion Motion Resolution Ordinance Bid Award Public Hearing Other
Mtg Date 11/9/20 Mtg Date 11/23/20 Mtg Date Mtg Date Mtg Date Mtg Date Mtg Date
SPONSOR Council Mayor HR DCD Finance Fire TS P&R Police PW
SPONSOR’S
SUMMARY
Motion adopting the Tourism Funding, Six Year Financial Plan.
REVIEWED BY Trans&Infrastructure CommunitySvs/Safety Finance Com Planning/Economic Dev.
LTAC Arts Comm. Parks Comm. Planning Comm.
DATE: 11/2/20 COMMITTEE CHAIR: McLeod
RECOMMENDATIONS:
SPONSOR/ADMIN. Mayor’s Office, Economic Development
COMMITTEE Unanimous Approval; Forward to Committee of the Whole
COST IMPACT / FUND SOURCE
EXPENDITURE REQUIRED AMOUNT BUDGETED APPROPRIATION REQUIRED
$N/A $N/A $ N/A
Fund Source: N/A
Comments: N/A
MTG. DATE RECORD OF COUNCIL ACTION
11/9/20
11/23/20
MTG. DATE ATTACHMENTS
11/9/20 Informational Memorandum, dated 10/26/20
Draft (Updated October 27, 2020) Tourism Funding, Six Year Financial Plan
Informational Memo, Lodging Tax Six-Year Financial Model, dated 9/28/20
Committee of the Whole, PowerPoint Presentation
PED Minutes, November 2, 2020
11/23/20
COUNCIL AGENDA SYNOPSIS
----------------------------------Initials ---------------------------------
Meeting Date Prepared by Mayor’s review Council review
11/9/20 BJM
11/23/20 BJM
I TEM NO .
4F.2
135
136
City of Tukwila
Allan Ekberg, Mayor
INFORMATIONAL MEMORANDUM
TO: Planning and Economic Development
FROM: Brandon Miles, Business Relations Manager
CC: Mayor Ekberg
DATE: October 26, 2020
SUBJECT: Tourism Funding, Six Year Financial Plan
ISSUE
Follow up to October 5 Planning and Economic Development (PED) Committee meeting
regarding tourism funding and the proposed financial plan.
BACKGROUND
On October 5 staff presented a draft six-year financial plan to PED for review and discussion. A
copy of staff’s September 28 meeting is included as an attachment to this memo. Following the
discussion on October 5, PED asked staff to make several changes to the draft model:
Revise the financial model to show the removal of funding (lodging tax) for contracted
destination marketing services (SSRTA);
Remove parenthetical examples from the “Small Events” category.
These two changes have been made to the revised document, included as an attachment to this
memo. PED also asked that staff present draft principles for tourism funding for both lodging tax
and the tourism promotion fee. These principles are included as a separate agenda items for
the November 2 PED meeting.
In addition, staff has also provided the following updates to the six-year financial plan:
The model is now called “Tourism Funding, Six Year Financial Model.”
Staff has added all tourist funding, both lodging tax and TPA fee, authorized to be
collected by the City Council in the City.
A row entitled, “TPA DMO Services, SSRTA (100% of TPA Fee Collected) has been
added under Tourism expenses.
Cells shown in green represent approved lodging tax applications.
DISCUSSION
As staff prepared the previous agenda items regarding “Tourism Funding Principles,” staff
realized that the financial model needed to include all sources of tourism funding authorized to
be collected within the City. The City Council has authority over both the lodging tax and TPA
fee. Staff believe it was important to show the TPA funding allocation in the six year financial
model.
FINANCIAL IMPACT
None. The six year financial plan is a planning document only and does not authorize any
expenditures.
RECOMMENDATION
Forward to November 9 Committee of the Whole for discussion and the consent agenda on the
November 23 Special meeting. 137
INFORMATIONAL MEMO
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ATTACHMENTS
Draft Tourism Funding, Six Year Financial Plan
138
Tourism Funding, Six Year Financial Plan
DRAFT - Updated October 27, 2020
Adopted
Budget
2020 2020 2021 2022 2023 2024 2025 Totals
Tourism Revenue
Lodging Tax 800,000$ 400,000$ 400,000$ 450,000$ 600,000$ 700,000$ 800,000$ 3,350,000$
Tourism Promotion Area (TPA) Fee Generated in Tukwila 1,131,000$ 563,632$ 574,672$ 650,000$ 700,000$ 800,000$ 900,000$ 4,188,304$
Total Revenues:1,931,000$ 963,632$ 974,672$ 1,100,000$ 1,300,000$ 1,500,000$ 1,700,000$ 7,538,304$
Tourism Expenses
Marketing, Sales, and Sponsorships
TPA Funded DMO Services (SSRTA)1,131,000$ 563,632$ 574,672$ 650,000$ 700,000$ 800,000$ 900,000$ 4,188,304$
Lodging Tax Funded DMO Services (SSRTA)202,500$ 202,500$ -$ -$ -$ -$ -$ 202,500$
Sponsorships 150,000$ 10,000$ 150,000$ 150,000$ 150,000$ 150,000$ 150,000$ 610,000$
Small Events 15,000$ 5,000$ 15,000$ 15,000$ 15,000$ 15,000$ 15,000$ 65,000$
Experience Tukwila, Branding and Marketing, Visitors 88,375$ 88,375$ 75,000$ 75,000$ 75,000$ 75,000$ 75,000$ 388,375$
World Cup Planning and Activation -$ 40,000$ 40,000$ 50,000$ 50,000$ 50,000$ 180,000$
COVID-19 Response
SavingLocalKC.com 154,170$ 154,170$ 154,170$
SSRTA Emergency Funding -$ -$ 75,000$ 75,000$
Showare Sponsorship 15,000$ 5,000$ 20,000$
Seattle Southside Chamber of Commerce -$ 20,000$ 30,000$ 50,000$
Destination Development
Wayfinding Plan Development and Installation 50,000$ -$ 100,000$ 150,000$ 100,000$ 100,000$ 100,000$ 450,000$
Southcenter Art Investments 39,400$ 39,400$ 75,000$ 75,000$ 75,000$ 75,000$ 75,000$ 339,400$
Tukwila Pond 125,000$ 25,000$ 100,000$ 200,000$ 200,000$ 200,000$ 200,000$ 725,000$
General Administration
Salary and Benefits 74,997$ 72,281$ 78,802$ 79,978$ 82,377$ 84,849$ 87,394$ 398,287$
City Overhead Charge 19,416$ 19,416$ 24,008$ 25,231$ 25,988$ 26,768$ 27,571$ 121,410$
Administrative 30,000$ 20,000$ 23,350$ 28,750$ 30,000$ 30,000$ 30,000$ 132,100$
Total Expenditures:2,079,858$ 1,219,774$ 1,375,832$ 1,493,959$ 1,503,365$ 1,606,616$ 1,709,965$ 8,099,546$
Beginning Fund Balance:1,975,454$ 1,975,454$ 1,719,312$ 1,318,152$ 924,193$ 720,828$ 614,212$
Ending Fund Balance:695,596$ 1,719,312$ 1,318,152$ 924,193$ 720,828$ 614,212$ 604,247$
Notes
This document does not bind the City to provide funds nor does it authorize any funding. All use of lodging tax funds must be approved by LTAC and the City Council through an application process.
The shaded cells indicate approved applications.
The lodging tax revenues are estimated as of May 7, 2020 and reflect staff's prediction based on COVID-19.
TPA revenue estimate assumes 29% of the fees collected within the three city Tourism Promotion Area were collected by Tukwila hotels. TPA revenue for 2020 and 2021 is based on the SSRTA's revised, adopted budget. After 2021 revenues are staff estimates.
Salary/Benefits for Business Relations Manager is split 50/50 between general fund and lodging tax and is estimated to increase 3% annually after 2022.
The City overhead charge is charged to all special funds. It recoups the cost to the general fund to support the lodging tax fund. It includes facilities, technology, legal, accounting, and record keeping services and is estimated to increase 3% annually after 2022.
Because 100% (less 1% Department of Revenue Fee) of all TPA revenue is estimated to be passed through to the SSRTA, the Ending Fund Balance is only lodging tax funds.
Estimate
1
3
9
1
4
0
City of Tukwila
Allan Ekberg, Mayor
INFORMATIONAL MEMORANDUM
TO: Planning and Economic Development Committee
FROM: Brandon Miles, Business Relations Manager
CC: Mayor Ekberg
DATE: September 28, 2020
SUBJECT: Lodging Tax Six Year Financial Model
ISSUE
Discussion of the lodging tax six-year financial model and possible funding reductions due to
COVID-19
BACKGROUND
The City of Tukwila collects a 1% lodging tax on all eligible stays in Tukwila hotels, motels, and
Airbnbs. Washington State law limits the use of lodging tax funds to tourism promotion activities.
Funds collected can be used by the City or third parties to help bring tourists (both day and night
tourists) to the City.
State Law allows the City to use lodging tax funds as follows:
Tourism marketing;
Marketing and operations of special events and festivals designed to attract tourists;
Operations and capital expenditures of tourism-related facilities owned or operated by a
municipality or a public facilities district; or
Operations of tourism-related facilities owned or operated by nonprofit organizations.
Historically, the City has used lodging tax funds for a variety of activities including providing
funds to Seattle Southside Regional Tourism Authority, the Museum of Flight, Starfire Sports,
Seattle Southside Chamber of Commerce, and the City of Tukwila. Funds have been used for a
variety of activities, such as marketing, small festivals, and sponsorship of tourist related events.
In 2019 the City collected $819,000 in lodging tax. The City ended 2019 with approximately $1.9
million of funds on hand. For 2020 the City is forecasting a significant drop in lodging tax funds
due to COVID-19. Staff is now forecasting that lodging tax fund revenues will only be about
$400,000 in 2020. Unspent will remain in the City’s lodging tax funds and can be used in future
years. State law does not allow lodging tax funds to be used to support City general operations.
The table below outlines approved lodging tax applications for 2019:
Applicant Activity Funded Total Amount New Activity
for 2019?
Seattle Southside
Regional Tourism
Authority (SSRTA)
Destination
Marketing
activities, focused
on tourists
outside 50 miles
of the City.
$202,500 No, the City has
provided this
amount of
funding annually
to SSRTA over
the last five
years.
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Six Year Financial Model, September 28 Memo (Attachment).doc
Starfire Sports Marketing for
soccer events
and tournaments.
$44,500 No, the City has
provided lodging
tax funds to
Starfire Sports
for a number of
years. The
amount varies
year to year.
Museum of Flight
(MoF)
50th anniversary
exhibit of the
Apollo 11 moon
landing.
$100,000 No, the City has
had previous
agreements with
MoF for lodging
tax funds. The
amounts
provided per
year have
ranged between
$35,000 and
$100,000.
City of Tukwila 2019 Rave Green
Run
$10,000 No, the Cityalso
sponsored this
event in 2018.
City of Tukwila General
Administration
(Funding for staff
time, operations
associated with
the lodging tax
program, and
indirect fee
allocation to the
general fund.
$116,525 No, the City has
since 2017 an
application for
this item.
City of Tukwila International Food
Truck Rally (two
separate events).
$10,402 Yes.
City of Tukwila International
Rugby Promotion
$15,459 Yes
City of Tukwila Southcenter 50 $7,500 (2019
expenditures
only).
Yes
City of Tukwila Southcenter Art $40,000 Yes
City of Tukwila Tukwila Pond
Master Plan
$125,000 Yes
Six Year Financial Model
Starting in 2019 the City began to use a six-year financial model to guide the lodging tax
program. The six-year financial model is used as a roadmap and is not a binding document for
how the City will award funds. The updated six-year financial model is attached with this memo.
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Six Year Financial Model, September 28 Memo (Attachment).doc
The following are the key highlights of the draft six-year financial model:
Revenue
Projected revenue through 2025 are shown, including the original, pre-COVID-19 anticipated
revenue. Staff is forecasting a drastic reduction in lodging tax revenue due to a decrease in
traveler spending. Just like after September 11 terror attacks, it will likely take a number of years
for traveler spending to resume to its pre-COVID-19 levels.
Expenses
Expenses have been categorized into four major categories, with specific sub-categories under
the major categories. A discussion of the specific sub-categories is provided below.
Marketing, Sales, and Sponsorships
Contracted DMO Services
The City contracts for services from Seattle Southside Regional Tourism Authority (SSRTA) a
destination marketing organization (DMO) to market the City to tourists outside of the 50 miles
radius1. SSRTA provides a critical service marketing the City under the “Seattle Southside”
name. The City also have a relationship with Visit Seattle, which provides DMO services for the
entire county.
In 2019 the City provided $202,500 to SSRTA to support SSRTA’s activities promoting the City.
These funds are combined with TPA funds generated in the cities of SeaTac and Des Moines,
as well as lodging tax funds from those two cities. SSRTA has budgeted ending 2021 with just
over $3.7 million of funds on hand.
Total Forecasted Expenditures through 2025: $1,012,500
Sponsorships (MoF, Starfire Sports, etc)
Third parties, such as the Museum of Flight and Starfire Sports, are eligible to apply to receive
lodging tax funds directly from the City. If awarded by the City, the City will enter a sponsorship
agreement with the City to receive the funds and to outline the benefits provided to City from the
sponsorship.
Total Forecasted Expenditures through 2025: $610,000
Small Events (Tukwila Days, Spice Bridge, Juneteenth, etc.)
A small amount of funds has been allocated to help support and develop events in the City.
These events would likely be produced and held by third parties, with financial assistance
provided by the City. These small events can provide enormous benefit in helping the City
develop a tourist entity.
Total Forecasted Expenditures through 2025: $65,000
1 The 50-mile radius is used because its generally believed that people who live more than 50 miles away from the
City are more likely to visit the City as overnight guests versus coming just for the day.
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Experience Tukwila, Branding and Marketing, Visitors
In 2020 the City launched digital platforms to promote the City to visitors, prospective
businesses, and to help improve the overall image of the City. The digital platforms include
Facebook, Twitter, Instagram, LinkedIn, and a dedicated website (currently under development).
There will be ongoing costs to maintain these digital assets and to provide up to date images
and stories promoting the City.
Total Forecasted Expenditures through 2025: $388,375
World Cup Planning and Activation
The United, Canada, and Mexico will host the FIFA World Cup in 2026. Given Seattle’s strong
soccer fan base it is anticipated that Seattle may host several of the soccer matches. Should
this occur tens of thousands of fans from throughout the globe will come to Seattle to watch
these games. In addition, it is highly likely that Starfire Sports will be used by teams for training.
With its proximity to Sea-Tac Airport and Starfire Sports, Tukwila could see a large influx of
tourists for the World Cup. Staff has allocated funds to help with planning and preparation.
Total Forecasted Expenditures through 2025: $180,000
COVID-19 Response
SavingLocalKC.com
SavingLocalKC.com is a countywide initiative to help drive sales to businesses impacted by
COVID-19 and the associated stay home orders. Staff is not anticipating provided lodging tax
funds for SavingLocalKC.com after 2020.
Total Forecasted Expenditures through 2025: $154,170 (2020 funds)
SSRTA Emergency Funds
As part of COVID-19 recovery, SSRTA requested funds to help market the region to meetings.
The funds provided by the City will go to a rebate program for meetings booked in the City.
Total Forecasted Expenditures through 2025: $70,000
Showare Sponsorship
When COVID-19 hit the region the City of Kent enacted a spending freeze which impacted all
funds, including its lodging tax program. The City of Tukwila and City of Kent have discussed a
partnership program in which events would be held at Showare and their hotel stays would be in
Tukwila hotels. Groups that stay in Tukwila would be eligible for a rebate for each night booked
in Tukwila.
Total Forecasted Expenditures through 2025: $20,000
Seattle Southside Chamber of Commerce
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The Seattle Southside Chamber of Commerce launched the “Soundside Promise” initiative to
help businesses recover from COVID-19. The City of Tukwila is a supporter and the City
Council approved a lodging tax request from the Chamber to support the initiative.
Total Forecasted Expenditures through 2025: $50,000
Destination Development
Wayfinding Plan Development and Installation
At the September 21, 2020 PED meeting staff provided an outline of a proposed initiative to
develop a wayfinding plan for the tourist areas of the City. PED expressed interest in moving
forward with developing a wayfinding plan and future installation of signage. The six-year
financial model includes funds to complete the master plan and installation of some signage.
Total Forecasted Expenditures through 2025: $450,000
Southcenter Art Investment
In 2020 the LTAC and City Council approved a lodging tax application for the City’s Parks
Department to develop an arts plan and to develop initial art along Baker Blvd. Baker Blvd was
chosen because it has been identified as an event street and because it is part of the pedestrian
spine connecting the commuter rail station to Westfield Southcenter. Additional funds have been
allocated to install art throughout Southcenter, which will help create a better tourist destination.
Total Forecasted Expenditures through 2025: $339,400
Tukwila Pond
The City has long identified Tukwila Pond as a future amenity for the Southcenter District. The
first step in turning the Pond vision into a reality is to complete a master plan. In 2019 LTAC and
the City Council approved $125,000 to the City’s Parks Department to complete the Plan. This
work is anticipated to begin in 2020 and conclude in 2021. Staff has allocated funds in 2020 and
2021 to complete the Master Plan. Additional funds are shown in outlying years to be used for
additional studies and park improvements. The funds allocated by lodging tax are not sufficient
to complete all the anticipated future work needed for the Pond, other funds from the City and/or
grants will be needed. Lodging tax funds could be used as a match to help secure additional
sources of funds.
Total Forecasted Expenditures through 2025: $725,000
General Administration
Salary and Benefits
The lodging tax funds supports .5 FTE in the Economic Development Office. The half time staff
member is responsible for overseeing the City’s tourist program, administering the lodging tax
funding program, and staffing the LTAC. The salary and benefits shown were provided by the
City’s Finance Department.
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City Overhead
State law allows the City to charge special funds, such as the lodging tax, an indirect cost
allocation. The indirect cost allocation reimburses the general fund for costs associated for
support the lodging tax funds. These costs include legal, facilities, technology services, fleet,
and accounts payable. The indirect costs included in the six-year financial model was provided
by the City’s Finance Department.
Administrative
The City includes funds for direct administrative costs associated with the City’s work on
promoting the City and management of the tourism program. These costs include travel,
parking, registration for events, training, and educational materials. These funds are provided
for any staff or elected official engaged in tourism related activities or events. The funds also
include membership to several national and reginal organizations which enhance the City’s
ability to bring tourist to the City.
Total Forecasted Expenditures through 2025: $130,000
DISCUSSION
COVID-19 will have a severe impact on the City’s lodging tax program over the next six years.
Staff is not anticipating that lodging tax revenue will return to their pre-COVID-19 levels until
2025. Since 2014 the City has built up a considerable ending fund balance for the lodging tax.
There is currently just over $1.9 million of lodging tax funds available for the City to spend. This
ending fund balance can be used to continue the City’s investment in its tourist economy, even
with the pullback in lodging tax collection. However, by 2024 the City will have used its ending
fund balance and will no longer be able to support many of the initiatives identified above. Staff
believes it would be prudent now to update the six-year financial model in order to avoid having
to make drastic budget modifications in the future.
Next Steps
Staff is requesting input from the Committee on modifications to the six-year financial model in
order to address the forecasted budget deficit starting in 2024. Staff will come back to PED at
the next meeting to address in more detail the three possible items identified above and any
other suggestions from the Committee. This information will ultimately be used by staff and PED
in the preparation of the final six-year financial model.
FINANCIAL IMPACT
None. The six-year financial model is a planning document only and does not authorize any
expenditure of lodging tax funds.
RECOMMENDATION
Discussion Only.
ATTACHMENTS
Draft Six Year Financial Plan
146
Committee of the Whole
November 9, 2020
1
4
7
•Tourism Funding Allocation
Principles
•Six-Year Financial Plan
1
4
8
1
4
9
1
5
0
Category Description Geographical Target Entity(es) Performing
Services
2019 Funding from
Tukwila Lodging Tax
2019 Tukwila TPA
Funds
2019 Total
Seattle Southside
Brand
Specifically focused on
tourism marketing and
sales under the
“Seattle Southside”
name.
Outside 50 miles of the
City.
Seattle Southside
Regional Tourism
Authority (SSRTA)
$202,500 100% of all funds
collected, minus 1%
administration charge
by the Department of
Revenue for the
collection), estimated
at $1 million.
$1,202,500
Seattle and other
brands
Promoting the City of
Tukwila under different
brand names, such as
“Seattle” in
partnership with Visit
Seattle or the “Kent
Valley WA” aerospace
brand with the cities of
Kent, Renton, and
Auburn.
Outside 50 miles of the
City
Visit Seattle
Kent Valley Wa
None.None.$0.00
Destination
Development
Focused on
investments in the
City’s tourism
infrastructure, events,
and festivals.
Sponsorships of small
and large events falls
into this category.
Outside and within 50
miles of the City.
Starfire Sports
Museum of Flight
City of Tukwila (Tukwila
Pond)
City of Tukwila (Southcenter
Art)
$180,000 (approximately).
Tukwila Pond and
Southcenter Art are 2020
and 2021 projects.
None.$180,000
Tukwila Brand Marketing under the
“Tukwila” name
withing the greater
Seattle area such as
through Experience
Tukwila
Within 50 miles of the
City
City of Tukwila None None $0.00
1
5
1
1. Need for strategic focus for lodging tax funds and TPA
funds.
2. Lack of marketing efforts for Tukwila in the Greater Seattle
Area.
3. Tourism Promotion versus Destination Development.
4. Lack of other organizations doing tourism promotion and
tourism development activities, such as downtown
associations and neighborhood groups.
5. Leveraging Lodging Tax Funds to Obtain Grants.
6. The Need for More Varied Use of Lodging Tax Funds.
7. Using Lodging Tax Funds for Business Attraction.
8. Lack of Metrics to Track Success.
1
5
2
1. The TPA revenues should be used to attract overnight visitors
from outside the 50-mile radius using the Seattle Southside
brand and focusing on state, national, and global marketing.
2. Lodging tax funds should be used for the following:
a. Marketing efforts to attract visitors under other brands (such
as Seattle and Kent Valley WA ).
b. Marketing to attract day visitors from within the greater
Seattle region using the “Tukwila” brand.
c. Destination Development
i. Tourism infrastructure
ii. Events and Festivals
1.Operations
2.Marketing
3.Development
3. The City of Tukwila should control how its brand is used within
the region.
1
5
3
•Six-Year Financial Plan
1
5
4
City of Tukwila
City Council Planning & Economic Development Committee
Meeting Minutes
November 2, 2020 – 5:30 p.m. – Electronic Meeting due to COVID-19 Emergency
Councilmembers Present: Thomas McLeod, Chair; Kathy Hougardy, Zak Idan
Staff Present: David Cline, Rachel Bianchi, Derek Speck, Brandon Miles, Joseph
Todd, Laurel Humphrey
Chair McLeod called the meeting to order at 5:30 p.m.
I.BUSINESS AGENDA
A.Tourism Funding Principles
Staff is seeking Council approval of a set of guiding principles for the allocation of tourism
funds, including both lodging tax and Tourism Promotion Area fees.
Committee Recommendation
Unanimous approval. Forward to November 9, 2020 Committee of the Whole.
B.Tourism Funding Six-Year Financial Plan
Staff is seeking Council approval of a Tourism Funding Six-Year Financial Plan that includes
both lodging tax and Tourism Promotion Area fees.
Committee Recommendation
Unanimous approval. Forward to November 9, 2020 Committee of the Whole.
C.Technology and Economic Development
Councilmembers and staff discussed the intersection of technology and economic
development, including franchise negotiations, affordability, attracting technology hubs, and
tech education.
Item(s) requiring follow-up:
•Provide residential neighborhood connectivity map.
Committee Recommendation
Discussion only. Chair McLeod will ask if there is Council consensus to bring this discussion to
the November 9, 2020 Committee of the Whole.
II.MISCELLANEOUS
Staff presented an overview of the Halloween events that took place over the weekend, some
of which were supported by the City of Tukwila.
The meeting adjourned at 6:40 p.m.
Committee Chair Approval
Minutes by LH
155