Snohomish County Tourism Bureau Annual Report

Transcription

1 Snohomish County Tourism Bureau 2012 Annual Report

2 Tourism IS Economic Development Visitors to Washington State spent $16.9 billion in 2012; accounting for nearly $1.1 billion in local/state tax revenues

3 Impact of Tourism

4 State Tourism Office Closed Reality is. All other states have some form of State funding and/or involvement Washington Tourism Alliance is not a sustainable organization using a membershipfunded model

5 Our Competitors Budgets Alaska *Washington State reflects the WTA budget data

6 WTA Long Term Funding Principles Privately governed Possibly some state funding, but not control Broad-based responsibility Inclusive of all sectors of the tourism industry Currently evaluating alternative models and funding levels Collaborative partnership with other tourism sectors

7 Long Term Funding Critical Issues Dedicated funds Industry sector balance Sectors determine assessment method Show Return on Investment Requested bridge funding from state legislature

8 Tourism IS economic development Travel and tourism is one of the most important export-oriented industries in Washington. Spending by visitors generates sales in lodging, food services, recreation, transportation, and retail businesses the travel industry. These sales support jobs for Washington residents and contribute tax revenue to local and state governments.

9 Impact of Travel to Local Economy Overnight Travelers to Washington State - average 2.3 people per travel party - stay 2.5 nights - spend $458 per travel party per day - totaling $16.9 billion *travelers staying in hotels/motels

10 Because Tourism Matters Effect of Tourism in Snohomish County 9,340 jobs $ million payroll $ 16.6 million local taxes $ 45.9 million state taxes **Data provided by Dean Runyan and Associates March 2013

11 Tourism Works for Snohomish County! Visitor spending in Snohomish County is $875.8 million per year; Up 1% from previous year: Restaurants $ million Transportation and fuel $ million Retail stores $ million Recreation and entertainment $ million Accommodations $ million Grocery stores $ 52.5 million *Data provided by Dean Runyan and Associates, March 2013

12 Tourism Rebounds The recovery in the travel industry is stabilizing: Washington State as a whole increased revenue 6.9% while room demand increased by just 3.3%. Snohomish County s recovery is being led by revenue: 10.7% increase in revenue and a 1.7% increase in demand over *As measured by Smith Travel Research

13 Brief Overview of 2012 Tourism spending and economic impact of tourism in Snohomish County was $875.8 million up 1%. Generated 13,176 requests for information from ads; a slight decrease from 2011 Web visitors for Snohomish.org, SnohomishCountyWeddings.com and RoomsAtPar.com; up 23.4 % over SCTB visitor centers served 11,974 visitors. Countywide centers served 91,386 visitors. Achieved $458,000 of free media coverage up 4% 7,415 definite and 6,150 tentative group and convention room nights were booked in 2012 representing $21 million in economic impact. Hotel occupancy levels were up 1.7% to 66.5%; ADR was up 8.8% leading to a increase in RevPar of 10.7% Hotel motel tax collections were up 5.7%.

14 Convention and Group Tour Sales and Service Ads were placed in meeting and event planner, reunion and sports related publications generating requests for information. 13,176 requests were received from leisure travelers (a slight decrease).

15 Convention and Group Tour Sales and Service Conducted 16 familiarization tours for meeting, group tour and international tour and travel planners and domestic and international media in the communities of Edmonds, Everett, Lynnwood, Monroe, Mukilteo, Snohomish, Stanwood, Sultan and Tulalip.

16 Convention and Group Tour Sales and Service The Bureau conducted 4 sales missions to Vancouver BC, Olympia, Seattle, Boulder CO and Colorado Springs along with: - Edward D. Hansen Conference Center Lynnwood Convention Center - Future of Flight Aviation Center - Seattle Premium Outlets - City of Lynnwood - 10 County hotels - Washington Stealth Resulting in 45 new leads for hotels and attractions in Snohomish County and distribution of 86 packets of information.

17 Convention and Group Tour Sales and Service Participated in 19 trade shows generating 13,773 direct leads and distribution of 3,764 tourism guides in The Bureau assisted 44 groups with conference services distributing 1,600 guides to attendees. Trade Show Booth Panels

18 Convention and Group Tour Sales and Service Room Nights Economic Impact Group tour, meeting and event planner bids were prepared which resulted in 7,415 total definite room nights with an economic impact of $17.3million. Additional pending bookings at year end totaled 6,150 room nights and an additional $3.7 million of economic impact. Primary decrease in economic impact due to recording Pacific Rim Gymnastics Championships in Definite 5,690 $11.0 million Pending 4,580 $4.1 million Total ,270 $15.1 million 2011 Definite 6,248 $16.5 million Pending 7,969 $6.9 million Total ,217 $23.4 million 2012 Definite 7,415 $17.3 million Pending 6,150 $3.7 million Total ,564 $21 million

19 Convention and Group Tour Sales and Service The sports market continues to be a significant segment contributing $15.4 million in economic impact. Washington State Cyclocross Championships Mastercraft Pro Wakeboard Tour US Indoor Nationals and JOAD Indoor (archery) Lake Stevens 2012 Ironman 70.3 event Snohomish Big Foot Soccer Tournament National Softball Association Fastpitch Tourneys

20 Sports Marketing Recognition and Awards: Finalist for NASC Member of the Year Sports Events Magazine Readers Choice Award for the 3rd year!

21 Tourism Development Ads generated 13,176 total requests for information in 2012 Additionally, there were over 8,000 visits to RoomsAtPar/ StayShopAndSave websites as a result of advertising presence. Media buys were placed in a variety of media outlets including Alaska Airlines in-flight magazine, North Sound Living, Outdoors NW, National Geographic Traveler, Budget Travel, Westworld, Vancouver BC newspapers and online sources

22 Tourism Development More Online!

23 Tourism Development Website visitation to our primary site was up over 2012 by 23%. The weddings website was up by 19%

24 Tourism Development 85,000 copies of an official visitor guide including seasonal calendars of events, and seasonally oriented articles on communities and attractions.

25 Public Relations and Media Six issues of StoryLine were mailed to over 1,400 travel writers with each issue.

26 Public Relations and Media Conducted a media sales mission to Vancouver, BC. Attended Society of American Travel Writers and Travel Media Showcase. Conducted media fams for 17 travel writers Snohomish, Mukilteo, Tulalip, Edmonds, Everett, Stanwood, Monroe and all points in between.

27 Public Relations and Media Sent 16 press releases including - Flying Heritage Collection - New hiking guide - Snohomish County Branding - Sporting events - SCSC Reader s Choice Award - Economic Impact of visitors - Tammy Dunn s election to NASC Board of Directors Over 160 media pitches and responses to writers and travel publications requests 50 articles were published Efforts resulted in $458,000 of free media coverage up 4%.

28 Social Media: Flickr, Twitter, Facebook & Pinterest Twitter Facebook presence: Snohomish County Tourism, Sports, Weddings, Meetings and Conventions Visitor Information Centers of Snohomish County

29 Social Media: Flickr, Twitter, Facebook & Pinterest Pinterest Boards: Activities Hotels Shopping Fun for families Great Outdoors Wildlife And much more!

30 Visitor Services Partnerships Make it Happen! - Continue our partnership with the 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.

31 Visitor Services Changes: With the strategic tourism Plan initiatives: - Closed the north county VIC due to limited visitor traffic - Now manage the VIC at the Future of Flight and Boeing Tour facility

32 Visitor Services Visitor snapshot: - 48% from more than 50 miles away - 10% from other WA counties - 23% from other states - 15% from other countries - 52% from local area (including surrounding counties)

33 Visitor Services Volunteers are active in the community through the SCTB initiatives: Pacific Rim Gymnastics Event Snohomish County Sportsmen Recreation Expo Ironman Triathlon Nimitz Night at Everett Naval Station Vintage Aircraft Days at Paine Field Evergreen State Fair Arlington Fly In

34 Visitor Services 3 FAM tours were held in 2012 Snohomish Stanwood and Tulalip Lynnwood and Edmonds And 6 lodging facilities from Edmonds to Arlington, Marysville to Mukilteo.

35 Visitor Services Training information included: Garden Delights Family Friendly Fun Aviation Adventures Distilleries, wineries and breweries Holiday and winter highlights And special highlights on Edmonds, Mukilteo and Arlington

36 Industry Education Sponsored 4 countywide tourism related programs including: Third party Online Booking Engines for hotels and B&Bs Hospitality Sales Training Program Branding of Snohomish County Designing advertising and collateral for maximum impact and results

37 Industry Education Created two of six planned video training segments: Aviation Attractions - Shopping and Gaming - More to come in 2013 Arts, Culture and History Farms, Agriculture, Wineries and Distilleries Outdoor Recreation Spectator Sports

38 Industry Education Created Tourism Bingo! A training program for frontline hospitality staff members!

39 Industry Education And held two training familiarization tours for frontline staff members at local hotels!

40 2013 Initiatives Launch of the new destination brand Launch new website 4 more training videos Industry sector events/tours/tickets to train frontline staff New cyber tours New itineraries, maps and promotions to assist visitors in exploring all of Snohomish County

41 Brief Overview of 2012 Tourism spending and economic impact of tourism in Snohomish County was $875.8 million up 1%. Generated 13,176 requests for information from ads; a slight decrease from 2011 Web visitors for Snohomish.org, SnohomishCountyWeddings.com and RoomsAtPar.com; up 23.4 % over SCTB visitor centers served 11,974 visitors. Countywide centers served 91,386 visitors. Achieved $458,000 of free media coverage up 4% 7,415 definite and 6,150 tentative group and convention room nights were booked in 2012 representing $21 million in economic impact. Hotel occupancy levels were up 1.7% to 66.5%; ADR was up 8.8% leading to a increase in RevPar of 10.7% Hotel motel tax collections were up 5.7%. Tourism Matters To Snohomish County! 9,340 jobs $ million in payroll $ 16.6 million in local taxes

42 Snohomish County Tourism Bureau Thank you for supporting tourism in Snohomish County!