8i. Memo
2022 Tourism Marketing Grant Program
COMMISSION 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 ACTION REQUESTED: 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 $200,000. EXECUTIVE SUMMARY 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 contacts. 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 POS Organization Name Awarded Summary of Proposed Project Amount Kittitas County Chamber County-wide social media marketing, targeting out-of-state $6,000 of Commerce markets, focusing on diversity and recreation. Alliance for Pioneer Creating a destination marketing piece (map & guide) for $7,500 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 Commerce event 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 Foundation Francisco, Chicago. Film production for media broadcast. Spanish speaking San Juan Islands Visitors $10,000 version included. Emphasis on environmental stewardship, Bureau 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 $5,332 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 experiences 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 Commerce 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- Commerce 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 culture. Strategic online, print, radio, TV, and social media Acoustic Sound marketing advertising for event promotion to target $8,000 Wintergrass audiences from CA, TN, and other out-of-state cities. Focus on BIPOC outreach and inclusion Schedule 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 communications 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 applicants 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 ALTERNATIVES AND IMPLICATIONS CONSIDERED Alternative 1 Do not provide the Tourism Marketing Support Program for 2022. Cost Implications: $0. Pros: (1) Reduces specific budget request by $200,000 for 2022. 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 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 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-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. Cons: (1) Timing due to COVID impacts on travel. This is the recommended alternative. ATTACHMENTS TO THIS REQUEST (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 PREVIOUS COMMISSION ACTIONS OR BRIEFINGS 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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