snohomish county tourism bureau 2013 annual …...tourism is economic development visitors to...
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Snohomish County Tourism Bureau 2013 Annual Report
Tourism IS Economic Development
Visitors to Washington State spent
$17.6 billion in 2013;
accounting for $1.1 billion in local/state tax revenues; creating
154,000 jobs!
Impact of Tourism
National Trends
US Loses Market Share - From 2000 to 2010 the global travel industry saw an increase of 60 million travelers while the number of travelers to the US stayed flat. US Share of international arrivals declines 37%.* *Brand USA
No State Tourism Office
Reality is…. • All other states have some form of State funding and/or involvement • Washington Tourism Alliance is not a sustainable organization using a membership-funded model • Legislation to create an industry supported funding model is at the legislature
Our Competitors’ Budgets
Alaska
*Washington State reflects the WTA budget 2013-2014 data
WTA Long Term Funding Principles
•Privately governed •Possibly some state funding, but not control •Broad-based responsibility •Inclusive of several tourism industry sectors •Collaborative partnership
Long Term Funding Components • Dedicated funds • Industry sector balance Lodging Restaurants Retail Attractions Transportation
• Sectors determine assessment method
Proportions by Segment Sector percentages are calculated as follows:
Accommodations 32% $2,400,000 Food Service 28% $2,100,000 Attractions 13% $975,000 Retail 19% $1,425,000 Transportation 8% $600,000
Impact of Travel to Local Economy
Overnight Travelers to Washington State (staying in commercial lodging)
- average 2.2 people per travel party - stay 2.5 nights - spend $462 per travel party per day - totaling $17.6 billion
Because Tourism Matters
Effect of Tourism in Snohomish County
10,100 jobs
$ 244.4 million payroll $ 17.9 million local taxes $ 49.4 million state taxes
**Data provided by Dean Runyan and Associates April 2014
Tourism Works for Snohomish County!
Visitor spending in Snohomish County is $930.2 million per year;
Up 3.8% from previous year:
Restaurants $ 266.9 million Transportation and fuel $ 143.8 million Retail stores $ 129.0million Recreation and entertainment $ 122.9 million Accommodations $ 113.7 million Grocery stores $ 56.0 million *Data provided by Dean Runyan and Associates, April 2014. Includes travel impact for travel to other Washington visitor destinations.,
Brief Overview of 2013 REBRANDING
NEW WEBSITE
Tourism spending and economic impact of tourism in Snohomish County was $930.2 million – up 3.8%.
Generated 11,053 requests for information from ads; a slight decrease from 2012
Achieved over $788,000 of free media coverage – up 72%
Visitor centers served 43,075 visitors. Countywide centers served 104,949 visitors.
8,210 definite and 11,948 tentative group and convention room nights were processed in 2013 representing $21.9 million in economic impact.
Hotel occupancy levels were up 2.5% to 68.1%; ADR was up 1.9% leading to a increase in RevPar of 4.4 %
Hotel motel tax collections were up 10.4%.
Community Competition
Research & Planning Audit Communication Audit Situation Analysis Familiarization Tour Stakeholders/Community Key Stakeholder Interviews Stakeholder Focus Groups Undercover Interviews Vision Survey Geo-demography Consumer Profiling (Residents) Communitywide Survey
In-Market Trip Research and Materials Audit Competitive Analysis Competitive Analysis Perception Study (Qualitative) Community stakeholders, regional stakeholders and tourism professionals Consumer Awareness & Perception Study (Quantitative)
Geo-demography Consumer Profiling Inquiries Perception Study (Qualitative) Community stakeholders, regional stakeholders and tourism professionals Consumer Awareness & Perception Study (Quantitative) Visitors and Non-visitors from Portland, Oregon and Vancouver, British Columbia Digital Brand Audit
Consumers
Brand Platform Target Audience: For those wanting to explore and pursue, (extreme recreation, a great buy, a big casino win)
Frame of Reference: Snohomish Co., between Seattle and Canada along I-5 and barely contained by the Puget Sound and the Cascades,
Point of Difference: is where Seattle gets outside (escapes, gets outdoors, where Seattle meets the outdoors, go out socially, go out shopping, get outside of yourself)
Benefit: and opportunities open up.
Brand Platform
OPEN UP. . .
to Adventure to Excitement to Discovery to Flavor to Life
Logo and Color Palette
Narrative and Vocabulary Discover/Discovery Treasure Trove Opportunity Curiosity Wide Open Inviting Family-friendly Outdoors Outside Breathtaking views Leisure Breath Exhale Expanse/Expansive/Expand Boundless Limitless Rhythmic
Encounter Exciting/Excitement Adventure Get Lost Sprawling Experience Explore/Exploration Out-of-doors Pursue Laid-back Cool Crisp Green Natural Pure Brilliant Dramatic
Thrilling/Thrill Fresh Freedom Dare Traverse Uncover Journey Venture Quest Wonder Passion Inspiration Unwind Let Go Tranquil Contrast
Integrating the brand in our website:
Portfolio
Letterhead
Business cards:
Creative Executions
Community
Business Visitors
Infrastructure
Organization
Brand Integration
Convention and Group Tour Sales and Service Ads were placed in meeting and event planner, reunion and sports related publications generating requests for information. 11,053 requests were received from leisure travelers (a slight decrease).
Convention and Group Tour Sales and Service
712 group tour and meeting facility guides and convention/sports events collateral materials were distributed in 2013 at trade shows, sales missions and in response to bid requests.
Convention and Group Tour Sales and Service Conducted 27 familiarization tours for meeting, group tour and international tour and travel planners and domestic and international media
Convention and Group Tour Sales and Service
The Bureau conducted 5 sales missions to Vancouver BC, Olympia, Seattle, Indianapolis and Colorado Springs along with: - Edward D. Hansen Conference Center - Lynnwood Convention Center - Future of Flight Aviation Center - City of Lynnwood - 7 County hotels
Resulting in 16 new leads for hotels and attractions in Snohomish County and distribution of 53 packets of information.
• Participated in 20 trade shows generating 594 direct leads and distribution of 1,742 tourism guides. • The Bureau assisted 63 groups with conference services distributing 2,980 guides to attendees.
Convention and Group Tour Sales and Service
Trade Shows Attended Packaged Travel: American Bus Association Canadian Inbound Tour Association Go West Summit National Tour Association Sports Marketing: National Assoc. of Sports Commissions SportsLink TEAMS S.P.O.R.T.S. Consumer travel: Outdoor Adventure Travel Passport To Travel
Convention and Group Tour Sales and Service
Meeting and Events: American Society of Association Executives Association Forum B&E Event Show ConFam (military reunion planners) Meeting Professionals International Seattle Wedding Show SmartMart – Seattle and San Francisco Washington Society of Association Executives Media: Travel Media Showcase Society of American Travel Writers
• Group tour, meeting and event planner bids were prepared which resulted in 8,210 total definite room nights with an economic impact of $15.1 million.
• Additional pending bookings at year end totaled 11,948 room nights and an additional $6.8 million of economic impact.
Convention and Group Tour Sales and Service
Room Nights
Economic Impact
2011
Definite 6,248 $16.5 million
Pending 7,969 $6.9 million
Total 2010 14,217 $23.4 million
2012
Definite 7,415 $17.3 million
Pending 6,150 $3.7 million
Total 2011 13,564 $21 million
2013
Definite 8,210 $15.1 million
Pending 11,948 $6.8 million
Total 2013 20,158 $21.9 million
Convention and Group Tour Sales and Service
The sports market continues to be a significant segment contributing $14.2 million in economic impact. • USA Triathlon Youth and Junior Elite Race Series • USA Gymnastics - Washington State Assoc. • Everett Firefighter Combat Challenge • Washington State Cyclocross Championships • Mastercraft Pro Wakeboard Tour • US Indoor Nationals and JOAD Indoor (archery) • Lake Stevens 2013 Ironman 70.3 event • Cascade Cup Lacrosse Tournament • Heroes Mud Run
Recognition and Awards: Sports Events Magazine Readers’ Choice Award – 4 time winner! Sports Events Magazine “Sports Planner to Watch” recipient – 2nd year Toastmaster’s Competent Communicator Award
Sports Marketing
• Ads generated 11,053 total requests for information in 2013 • Media buys were placed in a variety of media outlets 425 Magazine Cascade Loop Northwest Travel North Sound Living Outdoors NW National Geographic Traveler TravelHost Westworld Vancouver BC newspapers and online
Tourism Development
Online Presence
New E-Newsletter Tourism Development
Tourism Development • Website visitation to our
primary site was down over 2012 by 16%. The weddings website was up by 31%.
• Additionally, there were
nearly 10,000 visits to RoomsAtPar and StayShopAndSave websites
www.snohomish.org www.RoomsAtPar.com www.StayShopAndSave.com www.SnohomishCountyWeddings.com
New collateral Tourism Development
3 mobile tours -Kid Zone -Shopping -Edmonds Murals
Tourism Development 85,000 copies of an
official visitor guide including seasonal calendars of events, and seasonally oriented articles on communities and attractions.
Origami
New Collateral
Public Relations and Media Yellow Door Campaign
Public Relations and Media
Six issues of StoryLine were mailed to over 1,400 travel writers with each issue.
Public Relations and Media • Sent 7 press releases including– - SCTB’s new Branding - Hike of the Week - Capitol Christmas Tree - Iron Kids (sports event) - Distance Skateboard Event - SCSC Readers’ Choice Award Winner
• Over 125 media pitches and responses to writers and travel publications requests
• 53 articles were published • Efforts resulted in over $788,000 of free media
coverage – up 72%.
Public Relations and Media • Attended Society of American
Travel Writers and Travel Media Showcase.
• Conducted media fams for 14 travel writers
• Twitter • Facebook presence: Tourism, Sports, Weddings, Meetings and Conventions, Visitor Information Center Volunteers
Social Media: Flickr, Twitter, Facebook & Pinterest
Pinterest Boards: Activities Hotels Shopping Fun for families Great Outdoors Wildlife And much more!
Social Media: Flickr, Twitter, Facebook & Pinterest
Social Media: YouTube 17 different videos
Television Ad Launched
Visitor Services Partnerships Make it Happen! - City of Snohomish, Snohomish Chamber of Commerce, Historic Downtown Snohomish and the Historical Society of Snohomish - City of Lynnwood Tourism and Parks & Recreation, as well as Alderwood Manor Heritage Association and SnoIsle Genealogical Society
- Future of Flight and Paine Field
Implementing the Strategic Tourism Plan initiatives: - Manage the VIC at the Future of Flight and Boeing Tour - Advertising presence at Seattle Premium Outlets and Alderwood - Mobile VIC operating at events and festivals
Visitor Services
Visitor Services Out and About
Visitor Services Go Mobile
Visitor Services Visitor snapshot: 64% from more than 50 miles away - 8% from other WA counties - 28% from other states - 27% from other countries 36% from local area (including surrounding counties) Served 104,949 visitors countywide – a 14% increase
Visitor Services 101 volunteers donated nearly 11,000 hours to SCTB visitor centers In-kind contribution of over $244,000 83 area businesses donated $127,180 worth of goods and services to SCTB programs 27 new volunteers joined the bureau in 2013
Volunteers are Active in the Community!
Visitor Services
Snohomish County Sportsmen Recreation Expo Ironman Triathlon Vintage Aircraft Day at Paine Field Fresh Paint Pacific Northwest Aerospace Alliance Future of Flight Wine and Wings event USS Hoel Military Reunion Arlington Fly In
Visitor Services Training is FUN! 3 Fam tours conducted - Darrington, Arlington and Mukilteo highlighted
Lodging facility tours 19 meetings and training sessions Monthly newsletters
Visitor Services Training is FUN! Training information – Shopping and Sipping Water-based Activities Museums Fall Family Favorites Holiday Happenings
Special Recognition Events Spring event in Snohomish Summer party in Everett Holiday party and pot luck
Industry Education Sponsored 4 countywide tourism related
programs including: • Branding Implementation Workshop • Lodging Tax Regulations • Washington Tourism Alliance • Packaged Travel Marketing
Created four video training segments: Arts, Culture and History Farms, Agriculture, Wineries and
Distilleries Outdoor Recreation Spectator Sports Two videos created in 2012: Aviation Attractions Shopping and Gaming
Industry Education
Created Industry Training Tools: Monthly Hotel Hot Sheet Tourism Industry Month tours
Industry Education
Community Relations Continued a pro-active role in state and local issues affecting the tourism industry by serving on the following boards and committees: Snohomish County and City of Lynnwood Hotel Motel Tax Advisory Committees Snohomish County Parks and Recreation Advisory Board Sky Valley Recreation Tourism Group Washington Association of Sports Commissions Washington State National Tour Association Event Committee – Treasurer National Association of Sports Commission Board Member and Membership CoChair Washington State Destination Marketing Organizations Association – Treasurer Washington Society of Association Executives Rotary Clubs of Everett and Lynnwood Snohomish County Toastmasters
Participated as donation site for food banks Materials and assistance were given to the Navy Newcomer Program We are a station of RSVP (Retired Senior Volunteer Program) Drop station for worn US flags for local boy scout troop We carry the Northwest Forest Passes for retail sale
Community Relations
Brief Overview of 2013 REBRANDING
NEW WEBSITE
Tourism spending and economic impact of tourism in Snohomish County was $930.2 million – up 3.8%.
Generated 11,053 requests for information from ads; a slight decrease from 2012
Achieved over $788,000 of free media coverage – up 72%
Visitor centers served 43,075 visitors. Countywide centers served 104,949 visitors.
8,210 definite and 11,948 tentative group and convention room nights were processed in 2013 representing $21.9 million in economic impact.
Hotel occupancy levels were up 2.5% to 68.1%; ADR was up 1.9% leading to a increase in RevPar of 4.4 %
Hotel motel tax collections were up 10.4%.
2014 Initiatives Implementation of the new destination brand Fine tune the new website New arts and culture brochure, and meeting facility
guide Television promotion of aviation attractions and
outdoor adventure Re-launch of Tourism Revealed Update our weddings website Digital information kiosks New itineraries, maps and promotions to assist visitors
in exploring all of Snohomish County
Tourism Matters
To Snohomish County!
10,100 jobs
$ 244.4 million in payroll
$ 17.9 million in local taxes
Thank you for supporting tourism
in Snohomish County!