snohomish county tourism bureau 2014 annual report · 2019. 2. 14. · brief overview of 2014...
TRANSCRIPT
Snohomish County Tourism Bureau 2014 Annual Report
Tourism IS Economic Development
Visitors to Washington State spent $19.5 billion in 2014;
accounting for $1.7 billion in local/state tax revenues; creating
163,450 jobs!
Impact of Tourism
National TrendsUS Loses Market Share ‐
No State Tourism OfficeReality is….• All other states have some form of State
funding and/or involvement• Washington Tourism Alliance is not a
sustainable organization using a membership‐funded model
• Legislation was introduced in Olympia in 2015 to create a state tourism funding program –not passed
Our Competitors’ Budgets
Alaska
*Washington State reflects the WTA 2013‐2015 budget
Long Term Funding Components• Dedicated funds• Industry sector balanceLodgingRestaurantsRetailAttractionsTransportation• Sectors determine assessment method
Proportions by SegmentSector percentages are calculated as follows:
Accommodations 32% $2,400,000Food Service 28% $2,100,000Attractions 13% $975,000Retail 19% $1,425,000Transportation 8% $600,000
$7,500,000
Impact of Travel to Local Economy
Overnight Travelers to Washington State(staying in commercial lodging)
‐ average 2.2 people per travel party‐ stay 2.5 nights‐ spend $468 per travel party per day‐ totaling $19.5 billion
Impact of Travel to Local Economy
**Data provided by Dean Runyan and Associates April 2015
Because Tourism Matters
Effect of Tourism in Snohomish County
10,340 jobs $ 256.4 million payroll$ 31.2 million local taxes$ 63.0 million state taxes
**Data provided by Dean Runyan and Associates April 2015
Tourism Works for Snohomish County!
Visitor spending in Snohomish County is $992.9 million per year;
Up 5.7% from previous year:
Restaurants $ 289.4 millionTransportation and fuel $ 152.5 millionRetail stores $ 135.4 millionRecreation and entertainment $ 130.5 millionAccommodations $ 130.6 millionGrocery stores $ 60.5 million
*Data provided by Dean Runyan and Associates, April 2015
Brief Overview of 2014 Generated 6,708 requests for
information from ads Website visitation was up 9% ‐
over 222,000 unique visitors Achieved over $272,000 of free
media coverage 31,006 definite and 5,163
tentative group and convention room nights were processed in 2014 representing $43.4 million in economic impact
Visitor centers served 38,402 visitors. Countywide centers served 95,839 visitors
Tourism spending and economic impact of tourism in Snohomish County was $992.9 million – up 5.7%
Hotel occupancy levels were up 4.3% to 71.1%; ADR was up 6.8% leading to a increase in RevPar of 11.3 %
Hotel motel tax collections were up 7.3%
Brand PlatformTarget Audience: For those wanting to explore and pursue,
(extreme recreation, a great buy, a big casino win)
Frame of Reference: Snohomish Co., between Seattle and Canada along I‐5 and barely contained by the Puget Sound and the Cascades,
Point of Difference: is where Seattle gets outside(escapes, gets outdoors, go out socially, go out shopping, get outside of yourself)
Benefit: and opportunities open up.
Brand Platform
OPEN UP. . .to Adventureto Excitementto Discovery to Flavorto Life
Creative Executions
Convention, Sports and Group TourSales and Service Ads generate leads, support branding and generate interest in Snohomish County as a meeting/event destination
Convention, Sports and Group Tour Sales and Service
2,084 group tour/convention/sports events collateral materials were distributed in 2014 at 20 trade shows and 3 sales missions.
Convention, Sports and Group Tour Sales and Service
25 familiarization
tours were conducted for meeting, group tour and international tour and travel planners and domestic and international media
Convention, Sports and Group Tour Sales and Service
5 sales missions to Vancouver BC, Olympia, Seattle, Indianapolis and Orlando along with: ‐ Lynnwood Convention Center ‐ Angel of the Winds Casino‐ Future of Flight Aviation Center ‐ City of Lynnwood‐ Seattle Premium Outlets ‐ 9 County hotels
32 new leads for hotels and attractions
Distribution of 98packets of information.
20 trade shows generating 183 direct leads and distribution of 2,084 tourism guides.
100 groups assisted; distributing 3,929 guides to attendees.
Convention, Sports and Group Tour Sales and Service
Trade Shows AttendedPackaged Travel:
Canadian Inbound Tour AssociationGo West SummitNational Tour Association
Sports Marketing:National Assoc. of Sports CommissionsOlympic SportsLinkTEAMSConnect Sports MarketplaceUS Sports Congress
Consumer travel:Outdoor Adventure TravelGEAR Trade Show
Convention, Sports and Group Tour Sales and Service
Meeting and Events:American Society of Association Executives
ASAE SpringtimeConFam (military reunion planners)Int’l Assoc. of Admin. ProfessionalsNorthwest Event Show Seattle Wedding ShowSmartMart – Seattle and San FranciscoWashington Society of Association
Executives
Media:Travel Media ShowcaseSociety of American Travel Writers
• Group tour, meeting and event planner bids were prepared which resulted in 31,006 total definite room nights
• Additional pending bookings at year end totaled 5,163 room nights
• Totaling 36,169 room nights
Convention, Sports and Group Tour Sales and Service
Economic Impact totals $43,395,198
Convention, Sports and Group Tour Sales and Service
Convention and Group Tour Sales and Service$37.1 Million Economic impact derived from Sports
• Biggest Loser RunWalk Half Marathon• International Long Distance Skateboarding•Mastercraft Pro Wakeboard Tour• Lake Stevens Ironman 70.3 •MidSummer Nights Madness Basketball• Ice Fest Figure Skating Competition
The SCSC Board of Directors assists the sports marketing staff with resources, referrals,
direction and oversight.Jim Ballew, Marysville Parks Department Jennifer Caveny, Holiday Inn Express‐MarysvilleJoely Downing, Homewood SuitesPatrick Doyle, Boyd CoffeeGreg Erickson, City of Marysville Parks Dept.Beverly Meehan, Hilton Garden Inn Mukilteo
Mary Monroe, Lynnwood, Tourism Manager Shannon O’Kelley, Integrated Rehabilitation GroupRobert Polk, Everett Public SchoolsTom Teigen, Snohomish County ParksLarry Walker, Everett Community College Kim Wilson, NW Interscholastic Activities Assoc. –Retired
Recognition and Awards:
Sports Events Magazine Readers’ Choice Award
– 4 time winner!
Sports Events Magazine “Sports Planner to Watch” recipient – 2 time winner!
Sports Marketing
6,708requests for information from ads
425 MagazineCascade Loop Northwest TravelNorth Sound LivingOutdoors NW National Geographic TravelerTravelHostVancouver BC newspapers/online
Tourism Development
Online Presence
New E‐NewslettersTourism Development
Tourism Development• Website visitation was
up 9% • Over 11,000 visits to RoomsAtPar and StayShopAndSavewebsites
www.snohomish.orgwww.RoomsAtPar.comwww.StayShopAndSave.comwww.SnohomishCountyWeddings.com
New collateralTourism Development
• Arts Guide• Aviation Attractions • Camping and RV Parks
• Waterfalls• Golf• 10 Top Hikes
Tourism Development
85,000copies of the official visitor guide distributed
Tourism Development
Public Relations and Media
6 issues of StoryLine were mailed to over 1,400 travel writers with each issue.
Public Relations and Media• Attended Society of American Travel Writers and Travel Media Showcase.
•8media fam tours for travel writers
Public Relations and Media
17 Press Releases Sent
100 Media Pitches
45 Articles Published
$272,326 Free Media Coverage
• Twitter• Facebook presence:Tourism, Sports, Weddings, Meetings and Conventions, and for VIC volunteer recruitment
Social Media:Flickr, Twitter, Facebook & Pinterest
Pinterest Boards:ActivitiesHotelsShoppingFun for familiesGreat OutdoorsWildlifeAnd much more!
Social Media:Flickr, Twitter, Facebook & Pinterest
Social Media:YouTube17 different videos
Two Television Ads Launched
Visitor ServicesPartnerships Make it Happen!‐ City of Snohomish, Snohomish Chamber of Commerce, Historic Downtown Snohomish and the Historical Society of Snohomish
‐ City of Lynnwood Tourism and Parks & Recreation, as well as Alderwood Manor Heritage Association and SnoIsle Genealogical Society
‐ Future of Flight and Paine Field
Implementing the Strategic Tourism Planinitiatives:
‐Manage the VIC at the Future of Flight and Boeing Tour
‐ Advertising presence at Alderwood mall
Visitor Services
Visitor Services Go Digital
Visitor Services ‐A unique presence at SPO
Visitor Services
Mobile VICsoperating at events and festivals• Fresh Paint• Arlington Fly In• Outdoor Adventure Expo• TankFest NW
Supporting Community EventsVisitor Services
Visitor ServicesVisitor snapshot:66% from more than 50 miles away‐ 6% from other WA counties‐ 31% from other states ‐ 29% from other countries
34% from local area (including surrounding counties)
Served 95,839 visitors countywide
Visitor Services 80 volunteers donated over 11,000 hours to SCTB visitor centers
In‐kind contribution of $295,000
115 area businesses donated $120,000 worth of goods and services to SCTB programs
19 new volunteers joined the bureau in 2014
Volunteers are Active in the Community!Visitor Services
Biggest Loser Expo ½ Ironman 70.3 Triathlon Expo Vintage Aircraft Day at Paine Field Pacific Northwest Aerospace Alliance Future of Flight Wine and Wings eventEvergreen State Fair
Visitor ServicesTraining is FUN! 3 Fam tours conducted ‐
Everett, Sultan and Bothell
9 Lodging & facility tours 20 meetings and training sessions
Monthly newsletters
Visitor ServicesTraining is FUN!Training information – Itinerary planning Beyond pumpkins –
Snohomish County farms Local Liquid Arts Highlights of activities in
Monroe, Lynnwood & Snohomish
Valentine Outings Summer fun
Special Recognition Events Spring event in Mukilteo Summer party in Everett Holiday party in Marysville
Industry Education
5 countywide tourism related programs conducted including:
• BEST Inhospitable to Trafficking• IDSS (CMS) Training for hoteliers• Outdoor Adventure Travel • Effective Online Campaigns and Tracking• WTA Long Term Funding Roadshow
Continue Industry Training Tools:Monthly Hotel Hot SheetTourism Industry Month Tours
Industry Education
Community RelationsContinued a pro‐active role in state and local issues affecting the tourism industry by serving on the following boards and committees:Meeting Professionals InternationalSnohomish County and City of Lynnwood Hotel Motel Tax Advisory CommitteesSnohomish County Parks and Recreation Advisory BoardSky Valley Recreation Tourism GroupWashington Association of Sports CommissionsWashington State National Tour Association Event Committee – TreasurerNational Association of Sports Commission Board Member and Membership CoChairWashington Society of Association Executives – Communications Committee Chair and Membership Committee memberRotary Clubs of Everett and Lynnwood
Participated as donation site for a holiday blanket drive
Materials and assistance were given to the Navy Newcomer Program
We are a station of RSVP (Retired Senior Volunteer Program)
Drop station for worn US flags for local boy scout troop
We carry the Northwest Forest Passes for retail sale
Community Relations
Brief Overview of 2014 Generated 6,708 requests for
information from ads Website visitation was up 9% ‐
over 222,000 unique visitors Achieved over $272,000 of free
media coverage 31,006 definite and 5,163
tentative group and convention room nights were processed in 2014 representing $43.4 million in economic impact
Visitor centers served 38,402 visitors. Countywide centers served 95,839 visitors
Tourism spending and economic impact of tourism in Snohomish County was $992.9 million – up 5.7%
Hotel occupancy levels were up 4.3% to 71.1%; ADR was up 6.8% leading to a increase in RevPar of 11.3 %
Hotel motel tax collections were up 7.3%
Tourism Matters to
Snohomish County!
10,340 jobs
$256.4 million in payroll
$ 31.2 million in local taxes
Thank you for supporting tourism
in Snohomish County!