Snohomish County Tourism Bureau 2015 Annual Report

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1 Snohomish County Tourism Bureau 2015 Annual Report

2 Tourism IS Economic Development Visitors to Washington State spent $20.7 billion in 2015; accoun<ng for $1.2 billion in local/state tax revenues; crea<ng 170,500 jobs!

3 Impact of Tourism

4 Na<onal Trends US Loses Market Share -

5 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 organiza<on using a membershipfunded model Legisla<on was introduced in Olympia in 2015 to create a state tourism funding program not passed 2016 request was for interim funding

6 Our Compe<tors Budgets Alaska *Washington State reflects the WTA budget

7 Long Term Funding Components Dedicated funds Industry sector balance Lodging Restaurants Retail A^rac<ons Transporta<on Sectors determine assessment method

8 Propor<ons by Segment Sector percentages are calculated as follows: Accommoda<ons 32% $2,400,000 Food Service 28% $2,100,000 A^rac<ons 13% $975,000 Retail 19% $1,425,000 Transporta<on 8% $600,000 $7,500,000

9 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 $477 per travel party per day

10 Impact of Travel to Local Economy Overnight Travelers to Snohomish County (staying in commercial lodging) - average 2.1 people per travel party - stay 2.1 nights - spend $360 per travel party per day

11 Impact of Travel to Local Economy Day Vs. Overnight Traveler Expenditures Dollars Spent Per Day Day Travel Overnight Travel **Data provided by Dean Runyan and Associates April 2016

12 Tourism Works for Snohomish County! Visitor spending in Snohomish County is $1 billion per year; Up 1.8% from previous year: Restaurants $ 308 million Transporta<on and fuel $ 146 million Retail stores $ 136 million Accommoda<ons $ 141 million Recrea<on and entertainment $ 136 million Grocery stores $ 63 million *Data provided by Dean Runyan and Associates, April 2016

13 Because Tourism Ma^ers Effect of Tourism in Snohomish County 10,750 jobs $ million payroll $ 21.1 million local taxes $ 50.9 million state taxes **Data provided by Dean Runyan and Associates April 2016

14 Brief Overview of 2015 Generated 4,577 requests for informa<on from ads Website visita<on was up 3% - over 228,000 unique visitors Achieved over $296,000 of free media coverage up 8% 22,091 definite and 9,406 tenta<ve group and conven<on room nights were processed in 2015 represen<ng $44.3 million in economic impact Visitor centers served over 38,000 visitors. Countywide centers served 107,651 visitors Tourism spending and economic impact of tourism in Snohomish County was $1 billion up 1.8% Hotel occupancy levels were down 2% to 70.9%; ADR was up 4.3% leading to a increase in RevPar of 2.2 % Hotel motel tax collec<ons were up 12.9%

15 Conven<on, Sports and Group Tour Sales and Service Ads generate leads, support branding and generate interest in Snohomish County as a mee<ng/event des<na<on

16 Conven<on, Sports and Group Tour Sales and Service 22 trade shows 237 direct leads 199 groups assisted

17 Conven<on, Sports and Group Tour Sales and Service Distributed 3,886 group tour, conven<on & sports events collateral materials at 22 trade shows and 5 sales missions.

18 Conven<on, Sports and Group Tour Sales and Service Trade Shows A^ended Packaged Travel: Canadian Inbound Tour AssociaFon Go West Summit NaFonal Tour AssociaFon Sports Marke<ng: Assoc. of Chief ExecuFve of Sport NaFonal Assoc. of Sports Commissions Olympic SportsLink TEAMS Connect Sports Marketplace S.P.O.R.T.S. The RelaFonship Conference Consumer travel: Outdoor Adventure Travel Mee<ng and Events: American Society of AssociaFon ExecuFves ASAE SpringFme ConFam (military reunion planners) Int l Assoc. of Admin. Professionals MeeFng Professionals InternaFonal Northwest Event Show Overseas Brats Reunion Friendly Network SeaYle Wedding Show WA Society of AssociaFon ExecuFves

19 Conven<on, Sports and Group Tour Sales and Service 5 sales missions to Vancouver BC, Olympia, Sea^le, Indianapolis and Colorado Springs along with: - Lynnwood Conven<on Center - Angel of the Winds Casino - Future of Flight Avia<on Center - City of Lynnwood - Sea^le Premium Outlets - County hotels 31 new leads for hotels and a^rac<ons. Distribu<on of 76 guides.

20 Conven<on, Sports and Group Tour Sales and Service 18 familiariza<on tours were conducted for mee<ng, group tour and interna<onal tour and travel planners and domes<c and interna<onal media

21 Conven<on, Sports and Group Tour Sales and Service Group tour, mee<ng and event planner bids were prepared which resulted in 22,091 total definite room nights Addi<onal pending bookings at year end totaled 9,406 room nights Totaling 31,497 room nights

22 Conven<on, Sports and Group Tour Sales and Service Economic Impact totals $44,252,079

23 Conven<on and Group Tour Sales and Service $35.6 Million Economic impact derived from Sports US Youth Soccer Presidents Cup, Region IV US Figure Ska<ng NW Pacific Regional Championship 2016 NWAC Basketball Championships 2016 Pacific Rim Gymnas<cs WIAA Basketball Regionals NSA Western World Series IceFest Ska<ng Compe<<on

24 The SCSC Board of Directors assists the sports marke<ng staff with resources, referrals, direc<on and oversight. Jim Ballew, Marysville Parks Department Jennifer Caveny, Holiday Inn Express- Marysville Brian Davern, Mill Creek Business AssociaFon Greg Erickson, Marysville School District Beverly Meehan, Hilton Garden Inn Mukilteo Mary Monroe, Lynnwood, Tourism Manager Shannon O Kelley, Integrated RehabilitaFon Group Robert Polk, EvereN Public Schools Tom Teigen, Snohomish County Parks Larry Walker, EvereN Community College Kim Wilson, NW InterscholasFc AcFviFes Assoc. ReFred

25 Crea<ng Economic Impact! Key Events in 2015

26 New Event for 2015

27

28 Sports Marke<ng Recogni<on and Awards: Sports Events Magazine Readers Choice Award 5 <me winner! NASC Game Changer Award Women in Sports Tourism inaugural recipient Champions of Economic Impact in Sports Tourism

29 Tourism Development 4,577 requests for informa<on from ads 425 Magazine Cascade Loop Northwest Travel North Sound Living Outdoors NW Na<onal Geographic Traveler TravelHost Magazine Vancouver BC newspapers/online

30 Online Presence

31 Tourism Development New E-Newsle^ers

32 Tourism Development Website visita<on was up 3% Over 6,400 visits to RoomsAtPar and StayShopAndSave websites

33 Tourism Development New collateral East County BackRoads Hiking Guide Golf in Snohomish County

34 Tourism Development 85,000 copies of the official visitor guide distributed

35 Public Rela<ons and Media 6 issues of StoryLine were mailed to over 1,400 travel writers with each issue.

36 Public Rela<ons and Media 6 media fam tours for travel writers

37 Public Rela<ons and Media 34 Press Releases Sent 92 Media Pitches 56 ArNcles Published $296,518 Free Media Coverage

38 Social Media: Flickr, Twi^er, Facebook, Instagram & Pinterest Twi^er Facebook presence: Tourism, Sports, Weddings, Mee<ngs and Conven<ons, and for VIC volunteer recruitment

39 Social Media: Flickr, Twi^er, Facebook, Instagram & Pinterest Pinterest Boards: Ac<vi<es Hotels Shopping Fun for families Great Outdoors Wildlife And much more!

40 Social Media: YouTube 18 different videos

41 Three Television Ads Aired

42 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 & Recrea<on, as well as Alderwood Manor Heritage Associa<on and SnoIsle Genealogical Society - Future of Flight and Paine Field

43 Visitor Services Implemen<ng the Strategic Tourism Plan ini<a<ves: Tradi<onal adver<sing in Alderwood Mall Ambient adver<sing at Evere^ Mall

44 Visitor Services Go Digital Kiosks at Future of Flight, Lynnwood Conven<on Center and Tulalip Resort

45 Visitor Services Mobile VICs opera<ng at events and fes<vals Travel Tips Adventure & Bike Show Avia<on Day at Paine Field Kla Ha Ya Days in Snohomish Mukilteo Lighthouse Fes<val Community Days at Evere^ Mall

46 Visitor Services Suppor<ng Community Events

47 Visitor Services Visitor snapshot: 76% from more than 50 miles away - 4% from other WA coun<es - 32% from other states - 40% from other countries 24% from local area (including surrounding coun<es) Served 107,651 visitors countywide

48 Visitor Services 79 volunteers donated nearly 11,000 hours to SCTB visitor centers 93 area businesses donated over $103,000 worth of goods and services to SCTB programs 12 new volunteers joined the bureau in 2015

49 Visitor Services Suppor<ng the Community Events with visitor informa<on! ½ Ironman 70.3 Triathlon Expo SFllaguamish Health Expo Verdant Health Open House AAA Store Open House Marysville Rock and Gem Show Community Days at EvereY Mall

50 Visitor Services Training is FUN! 7 Fam tours conducted - Arlington, Edmonds, Lynnwood, Mukilteo, Snohomish and Stanwood 9 Lodging & facility tours 9 mee<ngs and training sessions Monthly newsle^ers Training for Chamber VIC volunteers

51 Visitor Services Training is FUN! Training informa<on Spas and Pampering Shop Local Bakery Hopping Kids ac<vi<es Farmers Markets Fall fun Wildlife viewing Special Recogni<on Events Spring event in Snohomish Summer party in Edmonds Holiday party in Evere^

52 Industry Educa<on 3 countywide tourism related programs conducted including: Gepng Ink How to Pitch Your Story to the Media Social Media Is It Right For Your Business? Managing Employee Performance

53 Industry Educa<on Con<nue Industry Training Tools: Monthly Hotel Hot Sheet Tourism Industry Month Tours

54 Community Rela<ons Con<nued a pro-ac<ve role in state and local issues affec<ng the tourism industry by serving on the following boards and commi^ees: Greater Sea^le Business Associa<on Mee<ng Professionals Interna<onal Na<onal Associa<on of Sports Commission County and City Hotel Motel Tax Advisory Commi^ees Snohomish County Parks and Recrea<on Advisory Board Sky Valley Recrea<on Tourism Group Rotary Clubs of Evere^ and Lynnwood Washington Society of Associa<on Execu<ves Washington State Na<onal Tour Associa<on Event Commi^ee Weddings Network USA

55 Community Rela<ons Par<cipated as dona<on site for a School Supply Drive and a Toddler to Teen sock drive Materials and assistance were given to the Navy Newcomer Program A Community Clean Up Day at Heritage Park A Drop sta<on for worn US flags for local boy scout troop We carry the Northwest Forest Passes for retail sale

56 Brief Overview of 2015 Generated 4,577 requests for informa<on from ads Website visita<on was up 3% - over 228,000 unique visitors Achieved over $296,000 of free media coverage up 8% 22,091 definite and 9,406 tenta<ve group and conven<on room nights were processed in 2015 represen<ng $44.3 million in economic impact Visitor centers served over 38,000 visitors. Countywide centers served 107,651 visitors Tourism spending and economic impact of tourism in 1.8% Hotel occupancy levels were down 2% to 70.9%; ADR was up 4.3% leading to a increase in RevPar of 2.2 % Hotel motel tax collec<ons were up 12.9%

57 Tourism Ma^ers to Snohomish County! 10,750 jobs $273.9 million in payroll $ 21.1 million in local taxes

58 Thank you for suppor<ng tourism in Snohomish County!