8a Presentation, Washington Tourism Alliance Contract for Recovery
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
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