ITEM NO: ______7a_Supp__ 
DATE OF 
MEETING:___01/22/2013___ 
Sea-Tac Airport Music Initiative:
Experience the City of Music 


1

The Music Initiative 
2007: Seattle Chamber of Commerce Intercity Visit to Austin, Texas that 
included Commissioner Creighton and Mayor Nickels 
2008: Launch of City of Music Initiative with Port of Seattle as a partner 
2010: Discussion between Airport staff and the Seattle Music Commission 
2012: Inter-Local Agreement between Port of Seattle and City of Seattle
signed 

2

The Music Initiative 
Who is involved? 
The Sea-Tac Airport Music Initiative is a cooperative effort by the Port of Seattle, Seattle
Music Commission and music branding firm PlayNetwork 
Why is the program happening? 
This is an effort to promote the Pacific Northwest's vibrant music industry while also
enhancing the passenger experience in the Airport 
What is the economic impact of the music industry on the region? 
2008 Economic Impact Study showed that the music industry in King County supported
20,000 direct jobs with $2.2 billion in sales and $480 million in earnings that generated $148
million in tax revenues. 
In an August 2012 article in The Atlantic Cities publication, Seattle was ranked the 5th best
city in the country for the concentration of musicians and music-related businesses. 
A Wall Street Journal study cited Seattle's music scene as one of the primary reasons it is #1
in attracting educated young people out of college. 

3

Key Elements of Phase 1 
Overhead music 
Music from Pacific Northwest musicians playing Airport-wide for passengers to enjoy in the
common areas of the Airport, featuring a variety of genres 
Overhead announcements 
Regulatory announcements as well as welcome messages read by local artists/celebrities 
Wi-Fi web player 
Travelers can utilize the Airport's free Wi-Fi to access a click and play option to initiate a
multi-channel web radio player featuring songs from the overhead music playlist 
Videos 
Custom-curated videos playing on monitors in the gate hold areas and in baggage claim,
uniquely profile the local music scene 
Mobile App 
City of Music app features what's playing at the Airport, concert calendars, local radio
streams, and music related videos 

4

Music Initiative Launch Party 
January 28, 2012 





5

Music Initiative Team Focus 
During the past 12 months, the team's focus has been on: 
Refining sound levels for overhead music and announcements 
Building the collection of messages recorded by local artists 

Improving the website 
Improving the mobile app 

6

Customer Comments on Music 

15% 
22% 
65% 
53% 

35%        47%        85%        78% 


7

Twitter Comments 
Not many airports where you could hear Modest Mouse and Alice in Chains back to
back. Gotta love the local tunes, @SeaTacAirport #pacificnw 
I have to say Sea-Tac Airport plays the most relaxing classical #music. So, tonight I
am #Thankful for the #SeaTac DJ. 
The one best thing about flying through SeaTac is the music. Best music of all
airports. 
Thank you @SeaTacAirport for hiring Sir Mix-a-Lot to do their welcoming recording.
Made my morning #northwest #nextlevel 


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Proposed Elements of Phase 2 
13-week trial live music program through partnership with Benaroya Hall 
Frequency  Five days per week 
Time  Two artists per day, 4 hour segments at locations TBD pre/post security 
Set length  40 minute sets per artist 
Style/Genre  "Busker"/all genres * 
Performance entertainment in public places 
Cost: $23,000 including program start-up expenses and musician fees 
Music exhibits in the terminal through partnership with EMP Museum 
EMP will provide two exhibit cases from their museum 
First exhibit to showcase Jimi Hendrix memorabilia 
EMP will curate and rotate exhibits that exemplify Pacific Northwest music history 
Cost: All expenses borne by EMP 
Incorporating music into the Port brand 
This effort will create a visual presence for the music initiative through integration with the
Port brand. 
Cost: Unknown at this time 
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Music Initiative Partners 
This has been made possible through collaborative efforts of: 
City of Seattle Office of Film and Music 
The Seattle Music Commission 
PlayNetwork 
The Seattle Metropolitan Chamber of Commerce 
FrontRunner 
KEXP 
Benaroya Hall 
EMP 
In addition to dozens of other local content providers 




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