COMMISSION 
AGENDA MEMORANDUM                        Item No.          6c 
ACTION ITEM                            Date of Meeting      January 8, 2019 
DATE:     December 13, 2018 
TO:        Stephen P. Metruck, Executive Director 
FROM:    Dave McFadden, Managing Director, Economic Development Division 
Ron Peck, Director, Tourism Development Department 
SUBJECT:  Tourism CAT III Joint Marketing Agreement with Visit Seattle 

Total contract request:         $600,000 

ACTION REQUESTED 
Request Commission authorization for the Executive Director to execute a joint marketing
agreement with Visit Seattle, a non-profit agency, to promote international tourism to Seattle
and Washington state in China, Japan, Korea, France, Germany, Australia/New Zealand, and the 
United Kingdom/Ireland for one year with three additional one year options at the rate of
$150,000 per year for a total not to exceed $600,000 and that the commission determine a
competitive process is not appropriate or cost effective and exempt this contract from a
competitive process consistent with RCW 53.19.020. 
EXECUTIVE SUMMARY 
Prior to 2011, Visit Seattle, the Port of Seattle and the Washington State Office of Tourism
worked in partnership to promote our destination. When the state tourism office closed in
2011, Visit Seattle and the Port committed to further collaboration to promote tourism to
Seattle and Washington State in key international markets. During the previous eight years,
Visit Seattle was the only agency responsible for competitively marketing Seattle and King
County as a destination in selected research based international countries with visitor growth
potential. This contract will support and provide continuity for the Port's international tourism
program which began over 33 years ago. 
Most recently, staff conducted market research and confirmed Visit Seattle continues to be the
only agency with the funding and capability to market promotion services to the Port.  At this
time, no other destination marketing organization (DMO) has the staffing, breadth of members
or scope that will allow us to work in partnership to promote international tourists to this area.
Other DMOs are relatively small and are focused on promoting visitors to their local area but do
not have the budget or staff to support overseas tourism efforts.  It is the only organization
that has the funds and capability to provide international tourism marketing, sales and
promotion services in concert with the Port. Visit Seattle provides unique skills and knowledge
required by this agreement such as knowledge of international markets, which complements
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COMMISSION AGENDA  Action Item No. 6c 
Meeting Date: January 8, 2019 
and augments that which the Port possesses. The Port executed a sole source waiver (October
14, 2015) for a previous scope of services similar to this request. 
Both organizations have initiated projects that have engaged airlines, fellow destination
marketing organizations (DMO's),lodging, restaurants and attractions around the state who
have contributed substantially to the programs.  In fact, the organizations combined in-kind
contributions will exceed $1 million in 2018. This level of involvement from colleagues across
the state demonstrates considerable support for both the Port of Seattle's and Visit Seattle's
international tourism promotional efforts. 
Beginning January 1, 2019, Visit Seattle will market and promote Seattle and Washington State 
in  the  United  Kingdom  (UK)  and  Ireland.  Black  Diamond,  a  company  that  provides
representation services for several US destinations in the UK and Ireland, will serve as Visit
Seattle's agency of record. This program willbe in addition to existing Visit Seattle efforts in
China,  Japan,  South  Korea,  Germany,  France,  and  Australia/New  Zealand,  where  their 
international tourism team works with in-market representation agencies based in each
country. 
The Port of Seattle's Tourism Development team will remain active (including cruise-focused
representation) in the UK and selected overseas markets that have been identified as having
continued potential for cruise and stay travel to Washington state and cruising to Alaska. Our 
efforts will focus on increasing the number of international cruise passengers and developing
pre and post cruise extension programs. In 2019, the Port of Seattle expects to welcome 1.2
million cruise passengers traveling between Seattle and Alaska with international travelers
representing 10% of the market. 
The agreement will incorporate a cooperative arrangement and commitment to efficient and
effective collaboration.  The Port of Seattle is committed to encouraging international cruise
travelers to lengthen their stay and explore our destination as well as working in a collaborative
manner with Visit Seattle to effectively  and efficiently  promote and increase overall
international visitation and expenditures in the Pacific Northwest.
JUSTIFICATION 
In  alignment  with  Century  Agenda  Strategy  2:  Advance  this  region  as  leading  tourism
destination and business gateway. 
Objectives: 
6.  Make  Seattle-Tacoma International Airport the west coast "Gateway of  Choice  for
international travel. 
7. Double the number of international flights and destinations. 
The agreement and project is in alignment with the POS Regional Initiative to: 
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COMMISSION AGENDA  Action Item No. 6c 
Meeting Date: January 8, 2019 
Make Washington a preferred destination for international travelers from countries
which we have direct flights. 
Scope of Work 
A.  Strategy and Communications 
The Port and Visit Seattle agree to work cooperatively and jointly to market Seattle and
Washington State as a destination for international travelers. The Port and Visit Seattle
agree to work and coordinate efforts in order to achieve maximum possible benefits from
the respective resources invested in this tourism promotion program. T he entities are
collectively referred to as the "Partnership." 
Visit Seattle and the Port will conduct annual and mid-year strategy meetings to discuss
marketing initiatives, special projects and outbound travel plans. Meetings will be held on
mutually agreeable dates. 
Primary contacts from each partner organization will establish a transparent process of
communication and collaboration.  Briefing meetings will be held monthly to ensure all
potential collaborative actions are addressed. 
Visit Seattle will provide monthly executive summaries and marketing activity reports for
Japan, China, Korea, Germany, France, Australia/New Zealand and UK/Ireland. 
B.  Overseas Representation 
Visit Seattle will manage and execute activities as it relates to the following markets: Japan,
China, Korea, Germany, France and Australia/New Zealand and  UK/Ireland. The 2019 
objectives will be to increase generated media coverage a minimum of five percent, and
increase the tour products offered in the markets by a minimum of five percent. Visit
Seattle will interview, hire and manage the in-market representatives for Japan, China,
Korea, Germany, France and Australia/New Zealand  and UK/Ireland. This includes full
payment of in-market rep fees. All communication and collaboration between these inmarket
reps and destination is led by Visit Seattle. 
The Port will have the ability to utilize representation firms in key markets (Japan, China,
Korea,  Germany,  France  and  Australia/New  Zealand)  for  additional  efforts  such  as
tradeshows and in-market projects as they determine, at their own expense and with prior
consultation with Visit Seattle. 
C.  Inbound/Outbound Activity 
Visit Seattle will maintain the inbound hosting and outbound travel calendar which will be
shared real-time with the Port. Specific itineraries developed for inbound familiarization
trips from all markets will available on a shared folder. 
The Port has the opportunity to join Visit Seattle familiarization trips as desired with prior
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COMMISSION AGENDA  Action Item No. 6c 
Meeting Date: January 8, 2019 
notice and Visit Seattle has the opportunity to join Port of Seattle familiarization trips as
desired with prior notice. 
The Port will serve as the lead partner in Alaska cruises from Seattle to Alaska, cruise and
stay focused initiatives and all cruise-related inbound familiarization trips from our target
markets. 
The Port and Visit Seattle logos will be included in outbound sales PowerPoint presentations
and communications with mutually agreeable content. Both logos also will be placed on all
inbound familiarization trip itineraries. 
D.  Trade Show Participation 
Visit  Seattle  will  serve  as  administrative  manager  for  selected  partnership  supported
international and domestic tradeshows and sales trips or missions, which could include but
are not limited to WTM. The Port will serve as administrative manager for Cruise 360. Each
partner will pay for their own travel expenses. 
It is agreed that the following specific projects will be included in the 2019 Scope of Work: 
Collaboration and participation in the Aer Lingus / Ireland  Travel Trade Road Show in
February 2019.  The intent of the program will be to educate, inform and raise the
awareness to the Irish travel trade and media about: 
Seattle/Washington state as great destinations 
Seattle to Alaska cruising 
Cruise and Stay opportunities in the PNW 
Promotion and features / benefits of Aer Lingus direct air service 
Develop and place ads in travel trade publications and/or online mediums in China to
accomplish the following: 
o  Educate and inform China travel trade and travel media about: 
Seattle/Washington state as great destinations 
Seattle to Alaska cruising 
Cruise and Stay opportunities in the PNW 
Promotion of direct China  Seattle air service 
Develop and place ads in travel trade publications and/or online mediums in Australia to
accomplish the following: 
o  Educate and inform Australia travel trade and travel media about: 
Seattle/Washington state as great destinations 
Seattle to Alaska cruising 
Cruise and Stay opportunities in the PNW 
Work collaboratively to ensure that the China Travel Summit in September 2019 is
successful in increasing tourism travel from China to Seattle and the Pacific Northwest. 
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COMMISSION AGENDA  Action Item No. 6c 
Meeting Date: January 8, 2019 
o  Port of Seattle to be identified as a co-sponsor 

ALTERNATIVES AND IMPLICATIONS CONSIDERED 
Alternative 1) -Do not propose an agreement with Visit Seattle. 
Pros: 
Reduces specificbudget request by up to $150,000 a year, which could be used for other
types of tourism promotion. 
Cons: 
The PNW,Washington and Seattle recognized as a "hot" destination in the international
tourism marketplace. Not promoting and marketing Seattle will do harm to the destination's
momentum and ability to increase the number and economic value of the international
travelers.
It would eliminate the possibility of leveraging the good will and successful promotions
over the past few years with Visit Seattle, erode the support of tour operators selling the
PNW and limit consumer awareness for our destination. 
It would erode the Port's leading role as a tourism advocate and economic asset for our
region. 
Alternative  2) -  Request  Authorization  for  a  continued  Visit  Seattle /  Port  of  Seattle
international tourism agreement  for up to four years at an estimated cost not to exceed
$600,000 
Pros: 
This new agreement will reinforce the Port of Seattle's commitment to increasing the
economic value and numbers of international travelers experiencing Seattle and Washington
State in concert with Visit Seattle. 
Thisagreement will maintain and grow the momentum in these markets and provide
funding for targeted promotions, media familiarization programs and trade familiarization
programs. It will provide a platform for pro-active planning to grow international visitation
to Seattle and Washington State. 
This is the recommended alternative. 
FINANCIAL IMPLICATIONS 
Cost Estimate/Authorization Summary               Capital        Expense           Total 
COST ESTIMATE 
Original estimate                                          $0        $600,000        $600,000 
AUTHORIZATION 
Previous authorizations                                    0                0                0 
Current request for authorization                          0                0                0 
Total authorizations, including this request                  0                0                0 
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COMMISSION AGENDA  Action Item No. 6c 
Meeting Date: January 8, 2019 
Remaining amount to be authorized                    $0             $0             $0 
Annual Budget Status and Source of Funds 
Annual budget request is for $150,000. The source of funds is the King County tax levy. 
Financial Analysis and Summary 
Project cost for analysis              0 
Business Unit (BU)                  EDD 
Effect on business performance
(NOI after depreciation) 
IRR/NPV (if relevant) 
CPE Impact 

ATTACHMENTS TO THIS BRIEFING 
None 

PREVIOUS COMMISSION ACTIONS OR BRIEFINGS 
November 10, 2015  ACTION: 
The commission gave authorization for the Chief Executive Officer to execute a contract with
Visit Seattle to promote tourism travel to Seattle and Washington State, for a cost not to
exceed $640,000 over four years, including a one year base and three one-year options. 








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