8i Memo Tourism Marketing Grant Program
COMMISSION AGENDA MEMORANDUM Item No. 8i ACTION ITEM Date of Meeting December 15, 2020 DATE: November 24, 2020 TO: Stephen P. Metruck, Executive Director FROM: Dave McFadden, Managing Director, Economic Development Division Ron Peck, Director, Tourism Development Department SUBJECT: 2021 Tourism Marketing Support Program (TMSP) Amount of this request: $200,000 Total estimated project cost: $200,000 ACTION REQUESTED: Request Commission authorization for the 2021 Tourism marketing grant program (TMSP) and authority for the Executive Director to approve execution for all related contract agreements for the 2021 selected Tourism Marketing Support Program recipients in an amount not to exceed $200,000. EXECUTIVE SUMMARY The 2021 Tourism Marketing Support Program will be in its sixth year. It has been an impactful, collaborative, and mutually beneficial program for the Port of Seattle, destination marketing organizations (dmos) and nonprofit attractions. For 2021, $200,000 has been approved for the program. The source of funds is the King County tax levy. The Port of Seattle's co-operative tourism marketing support program enhances, facilitates and increases the economic value of tourism across the state. It has been effective in promoting Washington state and the use of Port facilities. The program is intended to provide matching support of up to $10,000 to non-profit destination marketing organizations (DMO's), attractions, and Chambers of Commerce which can effectively market their destination to non-resident visitors traveling to our state. As the POS works in collaboration with the Washington Tourism Alliance and unfolds our cooperative statewide Covid-19 tourism recovery program, we will select grant applicants can leverage and increase the effectiveness of both organizations marketing activities and positively impact the states visitor economy. The grant funds are used for advertising, publicizing, promoting events or conducting research to attract visitors. Marketing efforts for the Tourism Marketing Support Program include promoting our natural scenic beauty, outdoor recreation, cultural attractions, online digital marketing campaigns, promotion of Washington's growing wine and craft brewery industry, and networking with tour operators and travel media. Template revised January 10, 2019. COMMISSION AGENDA Action Item No. 8i Page 2 of 7 Meeting Date: December 15, 2020 Since the program's inception over $1,050,000in tourism marketing investments have been made to market Washington State destinations and Port travel gateways. As part of this year's grant program we will earmark $50,000 specifically Port of Seattle's efforts to address equality, diversity and inclusion, (EDI) the Tourism Department will be intentional in working with minority and indigenous organizations, attractions and events for the 2021 program. Specific efforts include an expanded identification of EDI organizations and identifying a portion of the funds ($50,000) identified or allocated for EDI organizations and their visitor related products. Marketing, promotion and outreach plans include: Distribution of a press release statewide announcing the program on or about December 16, 2020. 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 and ethnic 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 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 January12. The session is open to all interested parties. Potential applicants may attend 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. 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 were awarded, netting over $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 2020, $200,000 was authorized for the program. Staff reviewed the applications and initially 24 recipients were awarded in 2020. As a result of the Covid-19 crisis, prudence has called for Template revised June 27, 2019 (Diversity in Contracting). COMMISSION AGENDA Action Item No. 8i Page 3 of 7 Meeting Date: December 15, 2020 modifying, amending and in certain situations cancelling the projects. Ten projects have been abated due to traveler visitation declines, budget shortfalls, cessation of an attraction operating and or some combination of all three challenges. The remaini ng organizations have adjusted the elements of the projects and modified timing of the marketing to better coincide with consumer interest and decisions to travel. Whether or partner organizations have cancelled or modified their programs, all have expressed their sincere appreciation during this challenging time. A substantial number of the organizations who had to cancel for 2020 have stated their intention to apply again for 2021. 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). Because of the pandemic impact on travel and the tourist industry, past marketing activities and projects such as travel trade shows, sales missions, familiarization tours, event attractions promotion, and public relations efforts geared to impact travel media were not obtainable. The tourism grant projects that were implemented focused on impacting travelers via online media efforts, development of videos and in some cases, collateral production. Digital media activities encompass a variety of online marketing efforts that include establishing a visitor focused travel website, targeted banner website or social media advertising, development of a mobile user site or app, or creating a unique traveler landing page. The recipients listed have produced collateral, developed videos and or have online digital marketing campaigns at the appropriate time. The results or benefits include generating additional awareness, interest and ultimately positively impacting travel to Washington. Template revised June 27, 2019 (Diversity in Contracting). COMMISSION AGENDA Action Item No. 8i Page 4 of 7 Meeting Date: December 15, 2020 2020 Awarded Recipients POS Organization Awarded Name Amount Summary of Proposed Project Development of videos promoting Burien's diverse unique City of Burien $9,000 restaurants, retail and attractions assets. Utilize digital media to promote the destination. Alliance for Pioneer Utilize geo-fenced/geo-targeted digital advertising in major California $9,500 Square markets promoting Pioneer Square as a cultural destination. Museum of Pop Utilize online A/B digital marketing to reach potential travelers in $10,000 Culture (MoPOP) states with strong potential for visiting Seattle and Washington. Washington Run online advertising campaign promoting WA Ind. Inns website and Independent Inns $9,000 marketing the small inns in Washington. Network Forks Chamber of Use social media, place ads targeting individuals with potential to $9,000 Commerce request visitor information packets. Wing Luke Improve the Wing Luke website for the visitor user experience and Memorial $10,000 implement a digital ad campaign impacting potential visitors to the Foundation museum. Discover Lewis Conduct targeted marketing campaign to Colorado residents online $9,000 County promoting visitation to Mt. St. Helens National Monument. Create videos promoting natural beauty of Stanwood-Camano and City of Stanwood $10,000 execute social media campaign linking to a website travel landing page. Create video promoting native artist works in Okanogan and utilize Okanogan County $4,850 digital online media targeting California, Arizona, New Mexico, Tourism Council Colorado and Texas Chinatown ID Develop, print and distribute CIDBIA brochure at identified visitor Business $3,500 racks in the Seattle area. Brochure advertises the unique diversity of Improvement Dist. retail and restaurants in the CIDBIA district. Template revised June 27, 2019 (Diversity in Contracting). COMMISSION AGENDA Action Item No. 8i Page 5 of 7 Meeting Date: December 15, 2020 POS Organization Awarded Summary of Proposed Project Name Amount West Seattle Create series of videos highlighting unique diverse aspects of West Junction $9,000 Seattle, market destination via use of online media marketing, a Association unique website landing page and the videos. Seattle Develop, print and distribute brochure promoting tours, create Architectural $7,500 online mobile app and utilize digital online media campaign Foundation promoting architectural tours Seattle Southside Execute a geo-fenced/geo-targeted mobile digital and social media Regional Tourism $10,000 campaign with the objective of increasing visitor expenditures at Authority (SSRTA) attractions, retail, restaurants in SSRTA communities. Develop a robust digital marketing campaign outside of Washington with goals of increasing nonresident access and promoting City of Renton $5,000 downtown Renton and Renton's natural assets and access for outdoor recreational opportunities. The following organizations cancelled their 2020 TMSP projects due to the impact of Covid-19: 1. Historical Society of Seattle and King County (MOHAI) 2. Visit Bellevue 3. Bellingham Whatcom County Tourism 4. Washington State Geocaching Association (WSGA) 5. Olympic Peninsula Visitors Bureau 6. Flying Heritage & Combat Armor Museum 7. Seattle Center 8. Fort Worden Public Authority 9. City of Kirkland 10. San Juan Islands Visitors Bureau Schedule Proposed Implementation Timeline December 16, 2020 - Launch program and announce program via press release, website and email communications December 16, 2020 February 11, 2021 - Continue marketing and promotional communication efforts to obtain applicants January 12, 2021 Information Session February 5, 2021 - Deadline for application submittals February 18, 2021 - Review Committee identifies awardees Template revised June 27, 2019 (Diversity in Contracting). COMMISSION AGENDA Action Item No. 8i Page 6 of 7 Meeting Date: December 15, 2020 Week of February 22, 2021 - Staff notifies 2021 recipients February 22 through March 31 - Work to execute 2021 awarded agreements April 1 December 31 - Recipients implement and report on contract scope of work ALTERNATIVES AND IMPLICATIONS CONSIDERED Alternative 1 Do not provide the Tourism Marketing Support Program for 2021. Cost Implications: $0. Pros: (1) Reduces specific budget request by $200,000 for 2021. Cons: (1) Elimination of the program would impact small tourism organizations and industry partners whose marketing and promotion budgets have been dramatically impacted as a result of the Covid-19 crisis. (2) Because the TMSP program focus is to increase air traffic through SEA International airport as a primary gateway for all of Washington state, the cancellation of the program will affect negatively leisure travel during the important industry recovery of tourism in 2021 and beyond. This is not the recommended alternative. Alternative 2 Offer the TMSP Program for 2021 Cost Implications: $200,000 Pros: (1) The TMSP program assists and demonstrates the Port of Seattle's intention to work with a diverse range of organizations and industry partners. (2) Because the TMSP program requires a two for 1 matching contribution, the $200,000 positively impacts tourism and visitor marketing throughout Washington with a minimum of $300,000 in marketing promotion efforts. In previous years the match levels reached fa exceeded the two for one requirement. (3) This program will positively affect leisure travel by increasing non-resident visitor arrivals via SEA International Airport. Cons: (1) Not good timing for program considering Port budget situation and travel restrictions. This is the recommended alternative. ATTACHMENTS TO THIS REQUEST Presentation Slides Template revised June 27, 2019 (Diversity in Contracting). COMMISSION AGENDA Action Item No. 8i Page 7 of 7 Meeting Date: December 15, 2020 PREVIOUS COMMISSION ACTIONS OR BRIEFINGS December 10, 2019 - Commission approved authorization for the 2020 Tourism Marketing grant Program and authority for the Executive Director to approve execution for all related contract agreements. 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 June 27, 2019 (Diversity in Contracting).
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