COMMISSION 
AGENDA MEMORANDUM                        Item No.          6n 
ACTION ITEM                            Date of Meeting     December 10, 2019 
DATE:     November 20, 2019 
TO:        Stephen P. Metruck, Executive Director 
FROM:    Dave McFadden, Managing Director, Economic Development Division 
Ron Peck, Director, Tourism Development Department 
SUBJECT:  2020 Tourism Marketing Support Program 
Amount of this request:                 $200,000 
Total annual program cost:              $200,000 
ACTION REQUEST 
Request Commission authorization for the Executive Director to execute contract agreements
and implement the 2020 Tourism Marketing Support Program in an amount not to exceed
$200,000. 
EXECUTIVE SUMMARY 
The 2020 Tourism Marketing Support Program will be in its fifth year.  It has been a well
received, collaborative, and mutually beneficial program for the Port of Seattle, destination
marketing and nonprofit organizations alike.  For 2020, $200,000 has been approved for the
program. The source of funds is the King County tax levy. Specific strategies to maintain the
effectiveness of the program include a continued strong outreach to cultural, historical, tribal,
eco/sustainable and adventure/nature travel related organizations, maintaining a hiatus on
organizations that have been recipients of the program for three straight years, streamlining
the application process for applicants, releasing the 2020 program in December and awarding
by February of 2020 allowing the recipients ample time to complete their projects. 
Marketing, promotion and outreach plans include: 
Distribution of a press release statewide announcing the program on or about
December 11, 2020. 
Announcing of the program on Compass. 
Communicating to a data base of over 250 different organizations via email. The data
base includes a roster of over 80 destination organizations, 24 cultural attractions, 17
outdoor recreational organizations and 40 tribal contacts. 
Prominent positioning of the grant program on the Tourism Development section of the
POS website. All information regarding the program (actual application, instructions for
applying, a frequently asked or FAQ information document, application deadline date,
details about an information session, and promotion to participate in the Washington
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COMMISSION AGENDA Action Item No. 6n                                  Page 2 of 8 
Meeting Date: December 10, 2019 
Tourism Alliance match funding program) will be on the Tourism site. The website also
includes video testimonials speaking to the successes of the program by previous
recipients. 
Conduct an "FAQ" session on January 11. The session is open to all interested parties.
Potential applicants may attend in person or via teleconference. 
Speaking at various organizations meetings such as the Washington Tourism Alliance
Board meetings, the Washington State Destination Marketing Association meetings, one
on one meetings with destination marketing organizations, chambers, city officials and
nonprofit organizations. 
Direct contact via phone. Drawing from past emails and our data base of contacts over
the course of the year, calls will continue to be made to potential applicants
encouraging their participation. 
Proposed Implementation Timeline 
December 11- Launch program and announce program via press release, website and
email contacts 
December 12  February 7 
o  Continue marketing and promotional communication efforts to obtain applicants 
o  January 9 conduct an FAQ  information session. Participation may be either in
person or via teleconference 
February 7 - Deadline for application submittals 
February 18 - Review committee meets and identifies awardees 
Week of February 24 - Tourism Development notifies 2019 recipients 
February through March - Work to complete 2019 agreements 
March 1  December 31 - Recipients initiate and complete Tourism marketing projects 
Tourism Marketing Support Recipients 
The Port of Seattle is advancing tourism in Washington State by implementing an annual
partnership program with local destination marketing organizations. In the first four years of
the  program  166  applications  have  been  received  and  86  projects  awarded,  netting
approximately $1,050,000 in additional marketing promotion efforts for Washington tourism. 
The matching funds program promotes use of Port facilities, and tourism growth throughout
the state. 
In 2019, $200,000 was authorized for the program.   47 applications (highest number of
applicants in a year) were obtained. Staff reviewed the applications and recommended  30 to 
receive funding. The overall intent of the program is to provide matching funds support of up
to $10,000 each to local communities, destination marketing organizations, ports, chambers of
commerce, and attractions to promote their destinations or activities. The funds must be used
for advertising, publicizing, promoting or distributing information to attract visitors to the
destination.  The program requires a two to one match (for every POS dollar invested, the
organization must contribute fifty cents). 

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COMMISSION AGENDA Action Item No. 6n                                  Page 3 of 8 
Meeting Date: December 10, 2019 
The projects (and the results / benefits) are summarized in the following tourism categories: 
Trade Shows / Sales Efforts :  Travel trade shows and exhibitions in which travel
businesses and destination marketing organizations work to obtain additional product
sales by promoting to retailers, tour  operators,  travel writers  and  social media
influencers. Result / Benefit: Additional tour programs and visitor attraction sales in
Seattle and the Pacific Northwest by non-residents. 
Familiarization Tours: Familiarization tours (FAMs) are specific events and activities
where travel retailers, tour operators, cruise lines, airlines or travel media are invited to
the destination to learn and experience first-hand what a destination or product has to
uniquely offer potential travelers. Result / Benefit: Increase in published tour products
and programs generating additional air travel and economic spend in Washington. 
Event Attractions Promotion: Marketing and advertising efforts to increase attendance
or participation to an  attraction, event or activity.  Result /  Benefit:  Increases in
visitation, arrivals and visitor expenditures as a result of additional marketing efforts to
non-residents. 
Digital Marketing: Encompasses a number of online marketing efforts that include
establishing a visitor focused travel website, targeted banner website or social media
advertising, international language website translations, and online travel marketing
research efforts.   Result / Benefit :  Generating additional awareness, interest and
ultimately positively impacting travel to Washington. 
Travel Articles / Public Relations  Specifically geared to generate additional awareness
and interest in the destination by impacting travel, food and beverage writers and
media influencers (bloggers and online travel website founders) to author stories about
a destination. The efforts to influence the writers and influencers include one on one
meetings, deskside visits, arranged appointments at travel trade shows, and travel
FAMs.  Result / Benefit: Increases in earned media value coverage, exposure and
interest in traveling to Seattle and Washington State.





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COMMISSION AGENDA Action Item No. 6n                                  Page 4 of 8 
Meeting Date: December 10, 2019 
Statewide Participation in 2019 









Projects and program are located throughout the state 
King County  8 
Eastern Washington  7 
Kitsap and Olympic Peninsulas  5 
Northern Washington and Islands - 4 
Southwest Washington  3 
Pierce County  2 
Statewide  1 



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COMMISSION AGENDA Action Item No. 6n                                  Page 5 of 8 
Meeting Date: December 10, 2019 
2019 Awarded Recipients 
POS
Organization     Awarded
Name       Amount    Tourism Initiatives            Summary of Proposed Project 
Website enhancement & online targeted
Digital media             marketing promoting Kirkland and outdoor
City of Kirkland       $7,000          Event promotion 
Eco/culture/nature tourism   recreation to potential travelers in San
Francisco and Los Angeles. 
Participate in U.S. Travel's IPW in Anaheim
Puget Sound                      Trade show / sales trip 
Digital media             CA, as a presenter to international tour
Attractions          $5,000          International marketing      operators to generate tour travel to
Council                               Event attractions 
Eco/culture/nature tourism   Washington state. 
Conduct targeted marketing via video and
Discover Lewis                                            digital advertising in Southern California,
$8,000         Digital media 
County                            Video advertising          focusing on Lewis County offseason outdoor
Eco/culture/nature tourism   adventure activities. 
Museum of                                       Digital advertising in Arizona, California,
History & Industry    $7,000          Digital media 
Event attractions           Colorado and New York promoting Mohai's
(MOHAI)                         Eco/culture/nature tourism   Seattle Style exhibition. 
Utilizing Experience WA website platform to
PBY  Naval Air
$5,000         Digital media 
Event attractions           reach non-residents and promote the PBY - 
Museum 
Eco/culture/nature tourism   Naval Museum on Whidbey Island. 

Creation of :30 or :15 second commercials
Museum of Flight    $7,500         Digital media 
Video advertising          for online marketing focusing on selected
Eco/culture/nature tourism   California markets and residents. 
Conduct geotarget marketing impacting
Museum of Pop                                     cruisers in the POS cruise terminal area and
$10,000        Event attractions 
Culture (MOPOP)                   Digital media            online SEO marketing to non-residents
interested in Seattle. 
Conduct a digital marketing campaign and 
Jefferson County
sweepstakes contest promoting Port
Chamber of         $8,000         Digital media 
Eco/culture/nature tourism   Townsend and Jefferson County in Texas,
Commerce 
New York, Colorado, Arizona and Florida. 
Improve Stanwood/Camano site to be
traveler user friendly and conduct social
City of Stanwood     $7,500         Digital media 
Eco/culture/nature tourism   media advertising campaign to nonresidents.
Market the Goldendale Observatory thru
Goldendale                       Familiarization tour 
Chamber of         $10,000        Digital media            web-based marketing and print marketing
International marketing      materials by targeting astronomy focused
Commerce                      Eco/culture/nature tourism   tour promoters and influencers. 

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COMMISSION AGENDA Action Item No. 6n                                  Page 6 of 8 
Meeting Date: December 10, 2019 
WA State                                            Increase out of state participation in Valley
Geocaching Assoc.   $5,200         Digital media 
Event attraction promotion   Cities GeoTour by promoting event online
(WSGA)                          Eco/culture/nature tourism   via Geocaching.com website. 
Launch a new Whidbey Island Vintners
NW Agricultural
$5,250         Digital media             Distillers website and initiate social media
Business Center                     Event attraction promotion   advertising promoting food/beverage
Eco/culture/nature tourism   activities to non-residents. 
Creation of an online "Salish Sea Trail" water
based itinerary encouraging out of state
City of Blaine         $8,000          Digital media 
Eco/culture/nature tourism   boating enthusiasts, including the POS's
recreational marinas. 
Port will partner with a travel marketing firm
Port of Walla                                                specializing in "traveler-to-purchase" data to
$7,500 
Walla                               Digital media             execute digital advertising campaign to
increase air travel to Walla Walla. 
Through a multi-channel digital campaign 
Yakima Valley                      Digital media             focus on prospective air travelers interested
$5,000 
Tourism                            Eco/culture/nature tourism   in craft brewing via promoting Yakima Valley
Travel Articles/PR          as "Hop Country" USA. 
Participate in U.S. Travel's IPW In Anaheim
Trade show/sales trip       CA, as a presenter to interested tour
Washington
$5,000         International marketing 
Tourism Alliance                     Eco/culture/nature tourism   operators and travel media with the
Travel Articles/PR          potential to generate travel Washington
state. 
White Pass Byway will promote the South
White Pass Scenic                   Digital media             Cascades Loop focusing on outdoor
$6,000         Eco/culture/nature tourism 
Byway                                               experiences in our state and national parks
lands via digital marketing and social media. 
Trade show / sales trip       Attend the Travel Media Showcase in Atlanta
Leavenworth                     Digital media            GA and showcase Leavenworth as well as
Chamber of         $7,000         Travel articles / PR 
Commerce                      Familiarization tour       bring and host select travel media and
Eco/culture/nature/tourism   influencers in Washington state. 

Familiarization tour         Host and conduct a travel media
Visit Tri-Cities         $3,000          Travel articles / PR 
Eco/culture/nature tourism   familiarization tour showcasing the Tri-Cities
as the "Heart" of Washington Wine Country. 
Plans include a combination of print and
Long Beach                       Print advertising          website work designed to reach a targeted
Peninsula Visitors    $5,000          Digital media 
Bureau                            Eco/culture/nature tourism   audience promoting Long Beach outdoor
shoreline activities. 
Increase number of national conventions
Trade shows / sales trips 
Digital media             and delegates flying to Tacoma by
Travel Tacoma &
$7,500         Video promotion          developing a "video-centered" recruitment
Pierce County                       Event attraction promotion   campaign that includes highlighting
Eco/culture/nature tourism 
proximity of Mt. Rainer. 

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COMMISSION AGENDA Action Item No. 6n                                  Page 7 of 8 
Meeting Date: December 10, 2019 
Conduct a targeted digital and social media
Olympic Peninsula                                        campaign in California, Arizona, Texas and
$10,000        Digital media 
Visitors Bureau                       Eco/culture/nature tourism   New York focusing on shoulder season and
Olympic Peninsula public forests and waters. 
Print advertising placement in Alaska Airlines
Seattle                               Print advertising           Inflight magazine promoting SIFF as a great
International Film    $8,500          Event attraction promotion 
Festival (SIFF)                           Eco/culture/nature tourism    festival and way to experience Seattle and
Washington State. 
Digital media             Project includes development of video sales
Visit Kitsap
$10,000        Video promotion 
Peninsula                            International marketing      packets that will be directed to international
Eco/culture/nature tourism   travel retailers and tour operators. 
Creation of "Plan your trip" website section,
Digital media 
host a familiarization tour for travel media
Methow Trails       $7,500         Familiarization tour 
Travel articles / PR          and promoting cross country skiing,
Eco/culture/nature tourism   snowshoeing and fat tire snow biking.
Create collateral and work with Seattle Hotel
Concierge members to aid in promoting
Suquamish                      Print advertising 
$6,486         Familiarization tour         visitors to take ferry to Bainbridge and
Museum                      Eco/culture/nature tourism   experience the Squamish Museum. Host a
familiarization tour 
Conduct a marketing effort to develop short
Digital media             film video, online marketing reaching
Harbor WildWatch   $5,064         Video promotion 
Eco/culture/nature tourism   potential participants in beach tours
focusing on the Salish Sea environment. 
Conduct a digital marketing campaign
City of Port
$2,500         Digital media             reaching non-residents promoting Port
Angeles                             Eco/culture/nature tourism   Angeles as a transportation and lodging hub
for Olympic NP and the Pacific Ocean. 
Increase out of state attendance by 
Cascade                         Digital media            promoting cider event and agri-tourism in
$3,000         Event attraction promotion 
Farmlands                         Eco/culture/nature tourism   North Central Washington. Utilize SEO via
Google and social media with Facebook. 
Will target both potential travelers and
Wing Luke                        Event attraction promotion   recently arrived inbound tourists with a
$7,500 
Museum                      Digital media           series of digital and social media advertising
Eco/culture/nature tourism   promoting the Wing's cultural tours. 

For 2020 tourism development is requesting $200,000 for the program. Tourism development
recognizes the value to tourism in our state of our history culture, lands, waters and the
environment.  We have developed a data base of 40 tribal, 37 cultural and 22 outdoor
recreation-oriented organizations. We will work diligently to effectively communicate the
program and its benefits to these entities with the express goal of increasing involvement. 
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COMMISSION AGENDA Action Item No. 6n                                  Page 8 of 8 
Meeting Date: December 10, 2019 

The previously listed marketing, promotion, outreach and strategies are planned with the
express objectives of continuing to improve the process, ensure the program is available to a
diverse group of tourism related organizations and allow for a more timely implementation of
projects, thereby maximizing effectiveness of the programs. 
Participating organizations have expressed their sincere appreciation and gratitude for the
program. We have repeatedly heard that without this program they could not have initiated
the marketing effort to increase out of state visitors and travel throughout Washington. The
one constructive comment made repeatedly by a number of participants has been to consider
allowing for the initiation of agreements sooner.  Doing so will allow the projects to be
implemented in a more timely fashion. 
ATTACHMENTS TO THIS REQUEST 
Presentation slides 
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS 
July 23, 2019  Commission briefed on 2019 Tourism Marketing Support Program awardees. 
December 11, 2018  Commission approved authorization for the 2019 Tourism Marketing
grant Program and authority for the Executive Director to approve execution for all
related contract agreements. 
October 12, 2018  Update on the 2018 program, results and recommendations for
improving the program in 2019. 
July 23, 2019  Marketing support program awardees were briefed to the commission. 
January 30, 2018  The Commission was briefed on the results of the 2017 program. 
April 11, 2017  2017 Marketing support program awardees were announced. 
January 17, 2017  The Commission was briefed on the results of the 2016 program. 
November 22, 2016  The Commission approved the final 2017 budget, including $150,000
for the Tourism Marketing Support program. 



Template revised September 22, 2016.