8i. Memo

2022 Tourism Marketing Grant Program

AGENDA MEMORANDUM                        Item No.          8i 
ACTION ITEM                            Date of Meeting      January 25, 2022 
DATE:     12/31/2021 
TO:        Stephen P. Metruck, Executive Director 
FROM:    Dave McFadden, Managing Director, Economic Development Division 
Gail Muller, Tourism Development Department 
SUBJECT:  2022 Tourism Marketing Support Program (TMSP) 
Amount of this request:                 $200,000 
Total estimated project cost:            $200,000 
Request Commission authorization of the 2022 Tourism marketing grant program (TMSP) and
authority for the Executive Director to approve execution for all related contract agreements for
the 2022 selected Tourism Marketing Support Program recipients in an amount not to exceed
The 2022 Tourism Marketing Support Program will be in its seventh year.  It has been an
impactful, collaborative, and mutually beneficial program for the Port of Seattle, destination
marketing organizations (dmos) and other nonprofit organizations. For 2022, $200,000 has been
approved for the program. The source of funds is the Port property tax levy. 
The Port of Seattle's co-operative tourism marketing support program boosts the economic value
of tourism across the state. This program 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, cities, counties, and
chambers of commerce which can effectively market their destination to non-resident visitors
traveling to our state.  As the Port's agreement with Washington Tourism Alliance continues
through the end of April 2022 to address  statewide tourism recovery efforts,  Tourism
Development will select grant applicants who can leverage and increase the effectiveness of both
organizations' marketing activities and positively impact the state's tourism 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: January 25, 2022 

Since the program's inception over $1,650,000 in tourism marketing investments have been
made to market Washington State destinations and Port travel gateways. 
As part of the Port's efforts to address equity, diversity and inclusion, Tourism Development will
earmark $50,000 specifically for BIPOC travel audience, organizations, attractions, and events for
the 2022 program.
Marketing, promotion, and outreach plans include: 
Communicating to a data base of over 270 different organizations via email. The data
base includes a roster of over 130 cities, chambers, and destination organizations, 24
cultural and ethnic attractions, 17 outdoor recreational organizations and 35 tribal
Prominent positioning of the grant program application process information, together
with video testimonials from previous recipients, will be available on the Tourism
Development section of the Port's external website.
Conducting a virtual Information Session on February 4, 2022. The session is open to all
registered attendees. 
Speaking at various organization meetings such as the Washington Tourism Alliance, one-
on-one meetings with destination marketing organizations, chambers, city officials, and
nonprofit organizations. 
Direct contact via phone and email. 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. Within the last six years of
the program 243 applications have been received and 131 projects were awarded, netting over 
$1,650,000 in additional marketing promotional efforts for Washington tourism. The matching
funds program promotes use of Port facilities and tourism growth throughout the state. 
In 2021, $200,000 was authorized for the program.  Staff reviewed the applications, and 23 
recipients were awarded in 2021. Due to COVID impacts, two awarded organizations cancelled 
and some of the remaining organizations adjusted the elements of their projects and modified
timing of the marketing to better coincide with consumer interest and decisions to travel.
Whether canceling or modifying their programs, due to COVID impacts,  all  the awarded
organizations have expressed their sincere appreciation during this challenging time.
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

Template revised June 27, 2019 (Diversity in Contracting).

COMMISSION AGENDA  Action Item No. 8i                                   Page 3 of 7 
Meeting Date: January 25, 2022 

mobile user site or app, or creating a unique traveler landing page. The results or benefits include
generating additional travel awareness, interest and positively impacting Washington State
economic development and tourism.

2021 Awarded Recipients 
Organization Name      Awarded                   Summary of Proposed Project 

Kittitas County Chamber                    County-wide social media marketing, targeting out-of-state
of Commerce                            markets, focusing on diversity and recreation.

Alliance for Pioneer                          Creating a destination marketing piece (map & guide) for
Square                                    online and for visitors at SEA Airport 

Social media marketing for destination outdoor activities,
Forks Chamber of
$10,000     Quileute Tribe and Makah Tribe attractions, and festival

Digital marketing campaign including advertising to AR, CA,
MOHAI                     $10,000 
CO target markets and social media marketing efforts 

Online advertising campaign, including website redesign,
Seattle Architectural
$10,000     social media, and banner ads. Target markets: NY, San
Francisco, Chicago. 

Film production for media broadcast. Spanish speaking
San Juan Islands Visitors
$10,000     version included. Emphasis on environmental stewardship,
activities, Native American heritage 

Digital marketing and social media campaign. Graphics and
City of Renton                  $10,000     website refresh will highlight minority-owned businesses,
sample travel itineraries, and more. Target markets: TX, CA

Template revised June 27, 2019 (Diversity in Contracting).

COMMISSION AGENDA  Action Item No. 8i                                   Page 4 of 7 
Meeting Date: January 25, 2022 

Social media marketing campaign, including three media
Visit Walla Walla                $10,000 
influencers from CA, TX, MO. Focus on BIPOC travelers. 

Create multi-day itineraries to include in the "Experience
Skamania County                        Skamania" visitor guide, focused on adventure/nature
Chamber of Commerce                    tourism and cruising from POS cruise terminals, for online,
hotels, and mailed distribution 

Tacoma Regional                         Eco-adventure itinerary marketing campaign to out-of-
Convention & Visitor           $10,000     state audiences, social media influencer marketing, and
Bureau                                   geo-location digital marketing. 

Develop website, social media campaign focused on BIPOC
Global to Local                  $10,000      "foodie" community, targeting out-of-state markets in CA
and TX. 

Media familiarization and social media target marketing
Ballard Alliance                  $10,000      campaign. Focus on inclusion of diverse cultural

Marketing advertising and social media campaign, target
City of Westport                $10,000 
out-of-state fishers from CO, MT, WY 

Marketing strategy includes print and digital advertising,
Visit Bainbridge Island           $10,000      social media, and website integration updates for target
out-of-state promotional efforts 

Strategic social media, online and print advertising
Savor Central Washington      $8,600 
campaign, targeting several CA markets. 

Target markets: NY, AR, CA, IL, FL for online and social
Jefferson County Chamber
$8,000      media marketing campaign, including video production,
of Commerce 
advertising, and new website landing page 

Template revised June 27, 2019 (Diversity in Contracting).

COMMISSION AGENDA  Action Item No. 8i                                   Page 5 of 7 
Meeting Date: January 25, 2022 

Website development and online media campaign, focused
on promotion of "foodie" loop extension through WA wine
Mt. Adams Chamber of
$10,000     country, support to native-owned businesses and
highlighting sustainable outdoor recreation. Market
targets: CO, NM, CA, TX 

Develop a visual asset library for social media marketing
Cascade Loop Association       $10,000 
and promotional efforts, targeting key air traffic markets 

Create online and print marketing, digital and social media
Coupeville Chamber of
$10,000     campaigns, create website videos and itineraries for out-
of-state travelers. Target markets: CO, AR, CA 

Online advertising and social media marketing campaign,
City of North Bend              $10,000     highlighting adventure outdoor recreation, art, and

Strategic online, print, radio, TV, and social media
Acoustic Sound                           marketing advertising for event promotion to target
Wintergrass                                audiences from CA, TN, and other out-of-state cities. Focus
on BIPOC outreach and inclusion 

Proposed Implementation Timeline 
January 26, 2022: Launch Tourism Marketing Support Program application process and
announce  program  via  CPO's  Vendor  Connect,  Tourism's  website  and  email 
January 26, 2022  February 23, 2022: Continue outreach marketing and promotional
communication efforts to obtain applicants 
February 4, 2022 and February 10, 2022:  Information Sessions for registered potential
February 23, 2022: Deadline for application submittals 
March 14, 2022: Review Committee identifies awardees 
March 14-15, 2022: Staff notifies 2022 recipients and non-recipients 

Template revised June 27, 2019 (Diversity in Contracting).

COMMISSION AGENDA  Action Item No. 8i                                   Page 6 of 7 
Meeting Date: January 25, 2022 

March 14, 2022  April 2022: Work with CPO to execute 2022 awarded agreements 
April/May 2022  December 31, 2022:  Recipients implement and report on contract
scope of work and metrics 
Alternative 1  Do not provide the Tourism Marketing Support Program for 2022. 
Cost Implications: $0.
(1)   Reduces specific budget request by $200,000 for 2022. 
(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 pandemic. 
(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 negatively affect leisure travel during the important industry recovery of
tourism in 2022 and beyond. 
This is not the recommended alternative. 
Alternative 2  Offer the TMSP Program for 2022 
Cost Implications: $200,000 
(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-to-one matching contribution, the $200,000
positively impacts tourism and visitor marketing throughout Washington State with a
minimum of $300,000 in total marketing promotional efforts. In previous years the
actual match fund levels exceeded the two-to-one match requirement. 
(3)   This program will positively affect leisure travel by increasing non-resident visitor
arrivals via SEA International Airport. 
(1)   Timing due to COVID impacts on travel. 
This is the recommended alternative. 
(1)   Presentation Slides 

Template revised June 27, 2019 (Diversity in Contracting).

COMMISSION AGENDA  Action Item No. 8i                                   Page 7 of 7 
Meeting Date: January 25, 2022 

December 15, 2020 - Commission approved authorization for the 2021 Tourism Marketing
grant Program and authority for the Executive Director to approve execution for all
related contract agreements. 
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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