Item No.  8a supp
Meeting Date:  7/28/2020
Tourism Recovery Initiative
Authorization

Commission Authorization Request
Request Commission authorization for the Executive
Director to execute a $1.5 million joint marketing agreement
with Washington Tourism Alliance (WTA), a non-profit
agency, to promote tourism recovery.
This agreement, funded by the Port property tax levy, will help regenerate
travel to Seattle and Washington state in the U.S.A. and Canada for a period
of up to 12 months.
Staff is also requesting 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
2

Tourism Disrupted
National & Regional Impact
Covid-19 will be nine times more
impactful than 9/11
Travel Industry losses will result in a
GDP impact of $1.2 trillion on US
economy
June 28 weekly SEA airport volume
average 15,500, down 75%
June 28 weekly King County hotel rev.
down 78.3%, hotel occ. Average 31.9%
Sources: US Travel, Tourism Economics, Smith Travel Report, WTA, Port of
Seattle

3

Travel Paradigm Shift
Different type of
recovery
Major safety and
health concerns
Focus on "local drive
markets"
Domestic air traffic
gradual return

4

Revitalize Statewide Tourism
Objectives
Increase year-over-year travel volume to Washington by 50 percent
Increase SEA year-over-year passenger volume by 60 percent
Solidify consumer confidence in Washington as safe and accessible
destination
Create a compelling state brand image for the leisure travel
marketplace
Increase positive state travel media coverage by 40%
Operate ongoing, robust destination development program for
Washington's rural, small and sensitive communities

Advancing the region as a leading tourism destination                                  5

Travel and Tourism Recovery
Strategies
Promote diversity, equity and inclusion
Implement near-term in-state marketing campaigns
Focus on North American air markets
Bolster the state's travel and tourism industry
Market the geographic diversity of Washington
Effectively brand the destination

Regenerating Travel and Tourism                                                     6

WTA is the state tourism industry
Geographically Diverse, all
regions of state represented
Attractions, arts/culture
Lodging, hospitality, resorts
Retail and restaurants,
Transportation, ports,
Tribal
Adventure/recreation

7

Tourism Recovery Initiative Investments
Port Funds        WTA Funds
Marketing/Advertising           $1,030,000      $660,000
Travel Publicity Campaign         $  150,000      $ 50,000
Travel Trade Sales/Promotions    $  120,000      $120,000
COVID 19 Industry Recovery      $  100,000      $100,000
Destination Development        $ 100,000      $100,000
WTA Complimentary Investment  $              $1,040,000
SUBTOTAL                   $1,500,000     $2,070,000
GRAND TOTAL = $3.57 Million
8

Regenerating Travel and Tourism
WTA Existing Projects
Show WALove.com
Destination Brand Development
WTA In-State Marketing Consultant
Marketing Collateral Development
Bringing back instate travel &
brand development
WTA commitment $540,000

9

Regenerate North American Air Markets
Consumer Marketing Advertising
Destination Advertising Campaign
Explore Washington's Backyard
Focus on North American air
markets, geographic diversity and
instate travel marketing
POS contribution $1,030,000
WTA Contribution $710,000
10

Public Relations
Impacting Travel Media
Proactively reach travel media
Host writers and influencers
Bolster tourism industry &
impact North American air
markets
POS Contribution $150,000
WTA Contribution $50,000
11

Helping Industry Recover
Business Industry Recovery
Industry Recovery plan aiding
businesses post Covid-19
Destination Development plan
assisting organizations in marketing
their destination
North American air markets,
promote health safety guidelines
and bolster state's tourism industry
POS contribution $200,000
WTA contribution $200,000
12

Increasing Travel Programs
Tourism Development
Travel Trade Sales and Promotion
Participate in trade events
Host travel trade
Bolster state travel and
tourism industry
POS Contribution $120,000
WTA Contribution $120,000

13

Tourism Recovery Initiative Timing
Sustain
Scale             Industry recovery
Consumer campaign       Tourism development
Startup:          Familiarization tours     Industry advocacy
Instate marketing          Public relations
Research
Branding
Collateral Development
Now through November      September  July 2021        August  July 2021
14

Thank you
Questions / Comments



Goal: have agreement in place early August                    15