PORT OF SEATTLE 
MEMORANDUM 
COMMISSION AGENDA               Item No.       5b 
ACTION ITEM             Date of Meeting   August 14, 2012 

DATE:    August 3, 2012 
TO:      Tay Yoshitani, Chief Executive Officer 
FROM:   Jane Kilburn, Director of Tourism Development 
SUBJECT:  Service agreement for tourism consulting services in the United Kingdom 
Amount of This Request:  $ 600,000        Source of Funds: Operating 
Est. State and Local Taxes: (n/a international)   Est. Jobs Created:   n/a 
Est. Total Project Cost:    $ 600,000 
ACTION REQUESTED: 
Request Commission authorization for the Chief Executive Officer to perform a competitive
Category III procurement and execute a one-year service agreement for tourism consulting
services in the United Kingdom, for a cost not to exceed $600,000 and duration of up to three 
years. This contract will support and provide continuity for the Port's international tourism
program, which began in the UK 27 years ago.
SYNOPSIS: 
Commission authorization is requested in order to proceed with a competitive CPO Category III
procurement of services from a tourism marketing and public relations firm conducting business
in the United Kingdom. The UK is the second largest overseas tourism market for Seattle and
Washington state (after Japan). Our destination is featured in 148 tour products in the UK,
including many that feature niche itineraries (e.g., wine touring, camping, and fly/drive) and
cruise. UK visitors usually spend two weeks on vacation. This firm will promote Seattle and
Washington state in the United Kingdom with tourism industry representatives, such as tour
operators, travel agents and consumer, travel, and 'new' media. The result of this representation
is the inclusion of our area in travel trade promotional material, special promotions, and media
coverage that keeps this destination visible to UK residents when they are planning their
vacations. Additionally, tourism is Washington state's fourth largest industry and an important
contributor to export growth in the region and state. 
BACKGROUND: 
The Port's international tourism program works in partnership with Seattle's Convention and
Visitors Bureau to develop and oversee a strategy to bring international visitors to the region.
The partnership also includes private sector companies committed to international tourism, such
as hotels, restaurants, and attractions. The partnership's efforts focus on six overseas markets to

COMMISSION AGENDA 
Tay Yoshitani, Chief Executive Officer 
August 3, 2012 
Page 2 of 3 
which Seattle has direct air routes: the UK, France, Germany, Japan, China, and South Korea.
Over the years, we have maintained a strong presence in the UK, and for 2013 this market will
be a special focus of the Brand USA campaign to rebuild inbound tourism to the states. Our
efforts will leverage upon the visibility the Brand USA campaign will build in the UK. 
Brand USA was established by the Travel Promotion Act in 2010 to spearhead the nation's first
global marketing effort to promote the United States as a premier travel destination. Brand USA
works in close partnership with the travel industry to maximize the economic and social benefits
of travel. Formed as the Corporation for Travel Promotion, the public-private entity began
operations in May 2011 and does business as Brand USA.  The first wave of advertising
launched in-market May 1st in the United Kingdom. (Source: DiscoverAmerica.com) 
PROJECT SCOPE OF WORK: 
The contracted firm will serve as the advisor, coordinator, and/or implementer of all travel trade
public relations, marketing, and media services required to promote Seattle and Washington state 
as a travel destination to the United Kingdom. As such, the firm will develop (in consultation 
with the Port's tourism development department and partners) a comprehensive media and travel
trade strategic plan, with detailed work plans. The firm will conduct media relations services,
including representing the partnership to the travel/tourism media in the UK and gaining media
coverage; conduct travel trade services, including regular contact with tour operators to
encourage promotion of the destination and identifying cooperative marketing strategies; and
maintain appropriate databases and contacts on behalf of the partnership. 
STRATEGIC OBJECTIVES: 
Tourism is the state's fourth largest industry, generating revenue of $16.4 billion in 2011. The
Port is a founding member and significant sponsor of Washington Tourism Alliance, the
organization dedicated to establishing a sustainable, long-term funding mechanism to promote
the state as a tourist destination. The WTA was formed when the State's Department of Tourism
was closed in 2011. The Department of Tourism had been the third partner in international
tourism promotion with the Port and Seattle's Convention and Visitors Bureau. It is expected
that within two years the Alliance will have adequate funding so that it can again contribute to
the partnership's tourism efforts overseas. 
International tourism development supports the Port's Century Agenda preliminary goal of
adding 100,000 jobs to this region in the next 25 years. For every 35 international visitors, one
job is created. The Century Agenda also calls out a key accomplishment: Advance this region
as a leading tourism destination and business gateway. Our work in the UK will directly support
this accomplishment. The international tourism program focuses on cities and countries where
we have direct international flights, supporting the Century Agenda preliminary goal of doubling
the number of international flights and destinations. Additionally, the UK is one of the strongest
cruising countries, and our efforts through the Century Agenda to double the economic value of
cruise traffic to Washington state will focus initially on this international market. Tourism also

COMMISSION AGENDA 
Tay Yoshitani, Chief Executive Officer 
August 3, 2012 
Page 3 of 3 
contributes to U.S. export earnings. Seven percent of all U.S. exports in 2011 were tourismrelated.
FINANCIAL IMPLICATIONS: 
This request is for up to $200,000 for one year, with the option to renew for two additional years
at the same amount, with the total not to exceed $600,000. The one-year amount will be
included in the 2013 Public Affairs budget and in subsequent budgets in 2014 and 2015. 
OTHER DOCUMENTS ASSOCIATED WITH THIS REQUEST: 
None. 
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS: 
None.