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).