HomeMy WebLinkAboutLTAC 2021-04-09 Agenda Packet
AGENDA
Lodging Tax Advisory Committee
11:30 A.M. Friday, April 9, 2021
Virtual Meeting
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For assistance during the meeting, please call (206) 731-9071.
1.Welcome and Introductions
2.Review of Agenda
3.Approval of Minutes (ACTION ITEM)
a.March 12, 2021
4.Special Presentations
a.Visit Seattle Update
i.Convention Center
ii.Good News Seattle
5.Pending Funding Requests
a.City of Tukwila, 2021 Seawolves Partnership ($20,000)
6.General Business (None)
7.Announcements
a.Odin Brewery
b.Safety in Overnight Lodging Meeting
8.Roundtable
9.Adjourn
Next Scheduled Meeting: When: 11:30 A.M. May 14, 2021
Location: Virtual
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
DRAFT
Lodging Tax Advisory Committee
Minutes
11:30 AM | March 12, 2021
Virtual
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TELEPHONIC ACCESS
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HE ITY PROVIDED A TELEPHONE CALL IN NUMBER FOR MEMBERS AND THE PUBLIC TO CALL
Members Present: Mayor Ekberg (serving as chair today), Ben Oliver, Jean Thompson, Asia
Wen-Augert
Members Absent: Councilmember Kruller, Miesa Berry, Jim Davis, Dan Lee
Staff Present: Brandon Miles, Derek Speck
Others Present: Caitlyn Shearer, Seattle Southside Regional Tourism Authority.
Agenda Item Notes Follow-Up
Welcome and Introductions Chair Ekberg called the None
meeting to order at 11:36 AM.
Committee members
introduced themselves.
Review of Agenda Reviewed. None
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
Approval of Minutes of Ben Oliver moved approval. None
February 12, 2021 Jean Thompson seconded.
Motion passed.
Special Presentations
None None
None
General Business
Brandon Miles provided an None
2020 Preliminary
overview of 2020 revenues and
Budget to Actuals
expenditures for actuals
compared to budget. He also
provided an overview of the
six- year financial plan
including 2021. Ben Oliver
asked a question.
Pending Funding Requests
Brandon Miles presented a None
Juneteenth
request from the City of
Tukwila for $5,000 of funds to
sponsor a Juneteenth event in
June 2021.
Jean Thompson asked what the
event would be this year, how
would the event be promoted.
Jean Thompson moved
approval. Ben Oliver seconded.
Motion passed.
Experience Tukwila
Brandon Miles presented a
request from the City of
Tukwila for $100,000 of funds
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
to continue and expand the
Experience Tukwila program
for 2021.
Jean Thompson asked about
the history of Super Mario
relative to the Segale property.
Asia Wen asked how the
marketing firm generates
online content and suggested
content based on the art.
Asia moved approval. Jean
seconded. Motion passed.
Announcements None
Brandon Miles mentioned that
under the new COVID guidance
sports activities and spectators
will start again.
Roundtable Mayor Ekberg mentioned the None
City is hiring a Community
Development Director and a
Police Chief to fill those
positions that became vacant
due to retirements.
Adjourn The meeting adjourned at
12:01 PM.
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
Staff Memorandum
Lodging Tax Advisory Committee Funding Request
Name of Applicant:
City of Tukwila
Address:
6200 Southcenter Blvd
Total Funds Requested:
$20,000
About the Applicant:
City of Tukwila Office of Economic Development is responsible for overseeing the City’s tourism
programs, which includes the City’s direct marketing, destination development, and tourism
promotion activities, as well as overseeing contract with SSRTA, Starfire, and other organizations.
Funds Previously Awarded:
The City of Tukwila has received lodging funds in the past for a variety of initiatives. In 2020,
the City was granted $39,000 in lodging tax funds for a partnership with the Seawolves.
However, due to COVIDthe contract was terminated.
Funding Request Narrative:
The City is requesting funding to partner with the Seattle Seawolves in 2021. The partnership will
focus on creating a better fan experience, bringing fans to the City, and branding the City as the
center of rugby in the Pacific NW.
Staff Comments:
This application helps build Tukwila’s brand as theepicenter of rugby in the Pacific NW. The
Seawolves have a strong brandthat is consistent with the City’s brand, both in its goal and
target audience.
Consistency with Six Year Financial Model:
For 2021, the Six Year FinancialPlanshows the City spending $150,000 forsponsorship,
such as this. There will be sufficient funds remaining in the budget for other 2021
sponsorships.
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
Sponsorship Funds Provided in Six Year Financial Plan:$150,000
Spice Bridge Request(Approved)($5,000)
Juneteenth (Pending with City Council)($5,000)
Seawolves (Pending)($20,000)
Remaining Funds:$120,000
City of Tukwila Staff
Recommendation to LTAC:
Approval
Notes:
None.
City of Tukwila
6200 Southcenter Blvd.
Tukwila, WA 98188
Application to the City of Tukwila for Use of 2021 Lodging Tax Funds
Event or Activity Name (if applicable): 2021 Seawolves Partnership
Amount of Lodging Tax Requested: $20,000
Applicant Organization: City of Tukwila
Federal Tax ID Number: 91-6001519
Mailing Address: Office of the Mayor
6200 Southcenter Blvd
Tukwila, WA 98188
Primary Contact Name: Brandon Miles
Primary Contact Phone: 206-431-3684
Primary Contact Email Address: Brandon.Miles@Tukwilawa.gov
Check all the service categories that apply to this application:
Tourism promotion or marketing.
Operation of a special event or festival designed to attract tourists.
Operation of a tourism-related facility owned or operated by a non-profit organization.
Operation and/or capital costs of a tourism-related facility owned by a municipality or a public
facilities district.
Check which one of the following applies to your agency:
Non-Profit (Note: Attach a copy of your current non-profit corporate registration from the
Washington Secretary of State Office)
Municipality
For Profit Corporation
I am an authorized agent of the organization/agency applying for funding. I understand that:
I am proposing a tourism-related service for 2021. 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: /s/ Date:March 10, 2021
1)Describe your tourism-related activity or event.
The City of Tukwila (the “City”) is requesting lodging tax funds to partner with the Seattle Seawolves
for the team’s 2021 season. The Seattle Seawolves are a professional rugby team in Major League
Rugby (MLR). The team trains and plays all of their home games at Starfire Sports in Tukwila. The
Seawolves are the most successful and dominate team in MLR. The team has won the last two MLR
Championships. Rugby as a whole is growing in popularity in the United States.
We had originally had a funding request in place with the Seawolves for the 2020 season, but due to
COVID-19 this agreement was terminated at the start of the season when the entire MLR season was
canceled.
In 2018 and 2019, every MLR home game hosted by the Seawolves has sold out, with nearly 4,000
people attending each match. In person attendance for 2021 will be limited due to COVID-19.
The Seawolves also have a very strong digital following and a growing brand identity in the Seattle
metro region. Through the Experience Tukwila digital accounts the City has done some limited
campaigns with the Seawolves to promote both the Seawolves and the City.
For 2021, the City would like to partner with the Seawolves on initiatives that focus on three distinct
areas:
1.Drive Heads in Beds. Tukwila hotels will be the official hotel for away teams for the 2021
season.
2.Drive More Traffic to Area Businesses. As we hopefully emerge from COVID-19 it is important
that we help highlight that our restaurants and retailers are open in order to get our market
share back. In person attendanceat game will be limited due to restrictions in place for COVID-
19.
3.Building the Tukwila Brand. The Seawolves have a strong and growing brand in the Seattle
region. Additionally, the Seawolves have a very strong brand following by millennials and
families, part of the City’s overall target audience for branding. The City’s internal brand
essence is “Accessible Fun.” The Seawolves games are easily “accessible fun.” The game are
reasonably priced, fun, and safe for families. The City also has an opportunity to build a rugby
brand for the City. Like we have done for soccer, Tukwila could be known as the epicenter of
soccer in the Pacific NW. Supporting the Seawolves can help attract more rugby matches to the
City.
1)If an event, list the event name, date(s), and projected overall attendance.
Multiple dates for home games.
The exact attendee number for the 2021 game will be dependent upon reopening related to
COVID-19. The following are specific examples based upon limited in person capacity.
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Allowable Capacity Number of Attendees Per Estimated Total Attendees for
Game 2021 season (does not include
playoffs)
100% 3,051 21,357
75%2,100-2,20014,700-15,400
50%1,300-1,4009,100-9,800
25%500-600 3,500-4,200
2)Is your event/activity/facility focusing on attracting overnight tourists, day tourists, or both?
Both, both directly and indirectly by building a rugby brand.
3)Describe why visitors will travel to Tukwila to attend your event/activity/facility.
The Seawolves have been playing in Tukwila since the team was founded. Each game is sold out,
with nearly 4,000 rugby fans attending the games. In 2019, the City partnered with the Seawolves
on two international matches. As part of these matches the City and Westfield Southcenter hosted
a fan event before one of the games. This fan event was well attended. The Seawolves team has a
loyal fan following.
In 2020 Seawolves players participated in a drive through Halloween event at Westfield
Southcenter and the player’s presence and attitude help to drive visitors to the mall.
4)Describe the geographic target of the visitors you hope to attract (locally, regionally,
nationally, and/or internationally).
Regionally. Most fans are located within the Greater Seattle region. Home games may also produce
a small number of traveling fans from throughout the United States. These homes games would
also generate hotel stays by the away team.
Besides attendance at games, the City is also hoping to get branding exposure with the Seawolves
5)Describe the prior success of your event/activity/facility in attracting tourists.
The Seawolves have shown the ability to bring fans to the City. In 2019 year the City partnered with
the Seawolves on two international matches. Both games were well attended. Nearly all home
matches in 2019 were sold out.
6)If this your first time holding the event/activity/facility provide background on why you think
it will be successful.
N/A
7)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.
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The City will utilize Experience Tukwila and the Seawolves digital and social media for promotion.
The City will bring in additional partners and these partners would be required to also promote
various events, such as the fan day event or viewing parties.
8)Describe how you will promote lodging establishments, restaurants, retailers, and
entertainment establishments in the City of Tukwila.
Various ways, through digital media and by hosting specific events.
9)Is the City able to use your digital and print media for collaborative marketing?
Yes.
10)Describe how you will use the name, “Tukwila” in publications, promotions, and for your
event?
This event will be promoted as being in Tukwila.
11)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. 9,000 to 21,000
(dependent upon
COVID-19
restrictions).
b.Number of people who will travel fewer than 50 miles for your 90%
event/activity.
c.Number of people who will travel more than 50 miles for your 10%
event/activity.
d.Of the people who travel more than 50 miles, the number of people Approximately
who will travel from another country or state. 200.
e.Of the people who travel more than 50 miles, the number of people Approximately
who will stay overnight in Tukwila. 200.
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f.Of the people staying overnight, the number of people who will stay 200
in PAID accommodations (hotel/motel/bed-breakfast) in Tukwila.
g.Number of paid lodging room nights resulting from your proposed 400
event/ activity/facility(for example: 25 paid rooms on Friday and 50
paid rooms on Saturday = 75 paid lodging room nights)
12)What methodologies did you use to calculate the estimates and what methodologies will you
use to track outcomes, such as total participants, estimated visitor spending, etc?
These are estimates based upon a variety of factors, including fan attendance at games, fan
attendance at special events, overnight stays by the away teams, etc. The numbers provided are for
estimated in person attendance and do not include media and social media exposure.
13)Are you applying for lodging tax funds from another community? If so, which communities
and in what amounts?
No.
14)Are you applying funding from Seattle Southside Regional Tourism Authority (SSRTA)? If so, in
what amount?
No.
15)What is the overall budget for your event/activity/facility? What percent of the budget are
you requesting from the City of Tukwila?
The City is requesting $20,000 of lodging tax funds for this event.
16)What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
We would not be able to have a paid sponsorship with the Seawolves.
Applications are considered on a rolling basis. Please contact staff to discuss the process for having the
application reviewed by the City’s Lodging Tax Advisory Committee.
Completed applications should be submitted to:
Lodging Tax Advisory Committee
c/o Brandon Miles
City of Tukwila
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6200 Southcenter Blvd
Tukwila, WA 98188
Or,
Brandon.Miles@Tukwilawa.gov
Questions?
LTAC Contact:
Brandon J. Miles
(206) 431-3684
Brandon.Miles@Tukwilawa.gov.
Updated: January 5, 2021
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Tentative Scope of Service
Non-Exclusive use of Seattle Seawolves marks for advertising and promotional purposes
Presenting sponsor of one (1) Seawolves home match
Presenting sponsor benefits include:
o
Promotion of game on ROOT Sports television broadcast including “Presented
by” including the City’s name and tourism mark exposure.
Social media post leading up to the match with City’s tourism mark and tag.
Presenting sponsor of upcoming “Get to know theSeawolves” social media campaign.
Seawolves produced player videos posted to Seawolves social channels with “Welcome
o
back to Tukwila” or “Welcome to Tukwila” messaging in body of post and City of Tukwila
tag.
Halftime recognition at two (2) Seawolves home matches for mutually agreed upon City of
Tukwila businesses or first responders.
Business recognition to include:
o
PA announcement recognizing Tukwila business / first responders who
persevered through the adversity of 2020
Logo on videoboard
At least one (1) ROOT Sports TV Billboard per home ROOT Sports broadcast (includes eight
seconds of copy and tourism mark exposure)
Location for all 2021 home games shall be listed as “Tukwila” and not reference Seattle.
A lodging establishment within the City of Tukwila, chosen by the Seawolves, shall serve as the
official hotel for all visiting teams
City of Tukwila listed on Seawolves partner page with logo and copy
Five (5) pieces of autographed Seawolves merchandise
Five (5) one-hour player appearances
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