Name: Patricia Graf-Hoke Title: Director Phone:

Transcription

1 Applicant/Organization Information Public Other X Non Profit Private Name - Visit Kitsap Address Silverdale Way NW City, State, Zip Silverdale, WA info@visitkitsap.com CITY OF POULSBO 2018 LODGING TAX GRANT APPLICATION Organization Purpose or Mission: Visit Kitsap is the official state recognized destination marketing organization (WSDMO) charged with marketing the cities and communities in the Kitsap region, including Poulsbo, to attract tourist and overnight visitors to support local hoteliers, tourism related businesses, attractions, events and services. The sole purpose of the VKP is tourism marketing. Contact Person Name: Patricia Graf-Hoke Title: Director Phone: grafhoke@visitkitsap.com Geographic area served by this project: Poulsbo city limits and surrounding areas Number of people served by this project: thousands (residents, businesses and hoteliers) Date of project (Start to finish): January 1 to December 31, Project Funding Request from City of Poulsbo: $ 30,000/$2,500 per month Organization Match: $ 30,000_ (contributed by Kitsap County and other donors) Total Project Cost: $ 350,000 (annual marketing budget for cities/unincorporated Kitsap Title: City of Poulsbo Year-Round Tourism Marketing Services & Support Brief Description of Project: Visit Kitsap provides the City of Poulsbo, Poulsbo lodging establishments and tourism related attractions, businesses, services and non-profit groups with year-round access to affordable, professional level marketing/pr/internet and paid media support, services and programs. The exclusive mission of the VKP is to develop, implement and support marketing strategies to attract overnight visitors to Poulsbo and provide direct support for Poulsbo s popular annual, cultural and seasonal events as well as tourism related businesses and attractions. The VKP s status as the official, state recognized Destination Marketing Organization (DMO) for Kitsap, enables it to provide unique tourism access to marketing opportunities, especially with regard to marketing to international tourists and prospects. Another major benefit to Poulsbo is that the VKP is able to combine marketing dollars from Poulsbo with dollars from other donors to pay for regional print/digital media at a fraction of the total cost. The ability to leverage these funds provides Poulsbo with maximum return on it LT dollars. FUNDING SOURCES FOR THIS PROJECT 1

2 List all firm commitments to date to fund this project: Source Poulsbo Lodging Tax is the primary source of funds used to promote and support Poulsbo hoteliers with year-round marketing support. However, funds contributed by other sources (see below) make it possible for the VKP to easily include Poulsbo in a wide range of local, regional, national and international marketing and PR programs that constantly generate awareness about Poulsbo among locals as well visitors. Poulsbo lodging establishments are included on the VKP website but in major media publications as well which directly benefit Poulsbo lodging establishments, tourism related businesses, attractions and community events year round. Amount $0 List any other sources of funding you have applied for: Source Amount Status As required, the VKP applies for funding from other cities and Kitsap County to $0 NA support those entities. However, as mentioned previously, a portion of lodging tax dollars and funds received from other donors is to pay for media advertising, professional marketing and PR support and print materials (Visitor Guide/Map, Visitor Info Cards,) that feature the City of Poulsbo, its lodging establishments, attractions, businesses and events. (Marketing materials are distributed to Poulsbo Chamber and Maritime Visitor Center and a set will be provided to the LT Advisory Committee at the presentation.) Specifically, how will this grant be used? Poulsbo Lodging Tax funds are used to pay for marketing services that directly support Poulsbo lodging establishments and tourism related entities (see below). The goal is to pro-actively promote Poulsbo s image as a popular, year-round destination for both day, overnight and multiple-day/night visits. VKP marketing programs are specifically designed compliment marketing activities initiated by Poulsbo tourism stakeholders including but not limited to the Historic Downtown Poulsbo Assoc. (HDPA), Viking Way, Poulsbo Historical Museum, Poulsbo Maritime Museum & Visitor Center, SEA Discovery Center, Sons of Norway, Port of Poulsbo and Poulsbo Parks & Recreation. Marketing support is also provided to Viking Fest, 3 rd of July, Viking Tour, Poulsbo Twilight Criterium, Poulsbo Arts Festival, Poulsbo Symphony, Summer Nights Concerts on the Bay, 2 nd Saturday Artwalk/arts district, traditional Sons of Norway events, Poulsbo Farmer s Market, Winter Rendezvous, Lokalfest, Viking Way, local micro-breweries, Poulsbo, Farmers Market, weddings, holiday shopping, etc. The VKP also provides cash sponsorship funds and in-kind paid media to support Poulsbo area events that attract visitors to local hoteliers. The VKP hosts and maintains a dedicated page for Poulsbo at: VisitKitsap.com/Poulsbo and also mentions Poulsbo places, businesses and events, at no additional charge, on dozens of other pages on the VKP website including Lodging, Things-To-Do, Dining, Arts & Culture, Outdoor Recreation, Parks, Agritourism, Kitsap Loves Kids, and Boating. Poulsbo also featured on the VKP s unique International website at The site was paid for with a grant awarded to the VKP by the Port of Seattle. Funds are also used to host tours to Poulsbo for Port of Seattle sponsored travel writers and tour agencies. 2

3 What kinds of advertising will be used? VKP uses a wide-range of marketing and public relations programs that directly support the City of Poulsbo, lodging establishments and tourism related businesses, attractions and events. Following is a list of current media. Samples will be provided at the presentation. MEDIA: Seattle Magazine, NW Travel, Outdoor Adventure, NW Outdoor, 1889 WA State Travel, Inside Golf/Canada, Seattle Gay News, WA State Map, Real NW Magazine, Certified Folder (WA State Ferry/Visitor Centers), Discover Kitsap Guide, Sound Publishing online, Go-Washington and other third-party travel sites that generate info requests monthly from out-of-area prospects. Another major marketing tool is the VKP Facebook page (now with 7,200 fans and nearly 30,000 engagements per week). Other marketing activities include direct marketing via the VKP enews and blog articles sent to 13,000 online subscribers and posted on Facebook. VKP public relations services generate thousands of dollars of earned (free) media/press coverage for Poulsbo. The VKP also prints 60-80,000 Visitor Guides, the KP National Water Trails Guide and most recently special Visitor Cards for: Museums, Farmer s Markets, Gardens & Nurseries and Kitsap Loves Kids, all which feature Poulsbo attractions. Version for art galleries and antique shops are in progress. NOTE: Poulsbo pays only a small portion of the total direct costs for design, production and paid media. The VKP signs the contracts, handles administration costs for processing, payments, and reporting. How will you distribute the information? In addition to the media distribution channels mentioned above, the VKP distributes print materials to local visitor centers, hotels and businesses serving visitors. The VKP mails out at a cost of $3 per unit, between VKP Visitor Guides to national and international prospects. The VKP website distributes information about Poulsbo, hoteliers, attractions, events and tourism partners, 24/7 via desktop computers and all mobile devices. How do you document your successes and results? We rely on a combination of data including first hand feedback and reports from local hoteliers, website stats and data from the WA State Department of Revenue re: sales and lodging tax distribution. Since the VKP does not process room reservations or host events, it does not have access to lodging data, however, hotels are reporting record sales. 3

4 Identify the specific tourism audience/market located more than 50 miles from Poulsbo that your organization will target with these funds. Nearly all VKP print marketing programs utilize paid media that targets visitors from the Puget Sound region, Northwest states, Vancouver BC/Canada market areas. Internet and digital marketing programs can be reached by a global audience but the VKP uses strategies to target specific demographic groups and market areas. The VKP website reaches an average of 60,000 visitors a month from around the region, WA state and the world. The VKP also targets international travelers visiting Seattle/Puget Sound, or plan to visit the area, through its partnership with the Port of Seattle to host travel writers and agencies from Europe. Another source is the VKP International page that offer information in Norwegian, Japanese and German. How will this project be financed in the future? The VKP primary source of funding is Lodging Tax allocations that are awarded on an annual basis. State law RCW (2) requires organizations to provide estimates of potential economic impact. In addition, the City requires you to provide a brief description of how you calculated the estimates. The estimates are specifically for the event, activity or facility for which you are requesting funding. 4

5 All recipients must submit a report to the municipality describing the actual number of people traveling for business or pleasure on a trip: Projected Actu al Overall Attendance NA NA NA Attendees who traveled 50 miles or more to attend: Total: NA NA NA Methodology (Indirect count? Direct count? Did the hotels supply counts?) Of total, attendees who traveled from another state or country: Attendees who stayed overnight: since the VKP does not host events, the reference is for visitors versus attendees Paid accommodations: (for 1 yr./2hotels) Direct/Indirect based on total room nights of 63,145 both hotels for 1 yr. (5-10%) (does not include B&Bs, Arbnb or VRBOs Unpaid accommodations: Paid lodging nights: (for 1 yr./2hotels) See above Is there any other information you wish to add: We hope that members of the Poulsbo Lodging Tax Advisory Committee and other Poulsbo tourism stakeholders will view the VKP not as a competitor, but as a dedicated, reliable partner committed to supporting and growing Poulsbo s tourism industry. Since 2013, the VKP has helped grow Kitsap's lodging revenues in Kitsap from $26,400,000 in 2012 to $ $35,125,000 in 2016, an increase of $9 million dollars/35% in four years. The VKP s goal is to provide Poulsbo with affordable access to regional, national, and international marketing and public relations tools and services that compliment local marketing efforts. Working together, our combined efforts will continue to generate positive and lasting economic benefit for Poulsbo and its tourism stakeholders. 5

6 Application Certification I attest and affirm I am an authorized agent of the organization/agency applying for funding and the information I have provided in this application is true, complete and accurate. I understand and agree to the following: The Lodging Tax Funds, for which the organization/agency is applying, can only be used in accordance with the purposes outlined in RCW If awarded, the applicant organization/agency will enter into a Tourism Promotion Services Agreement with the City. If awarded, the City of Poulsbo will only reimburse those costs actually incurred by the organization/agency and only after the service is rendered, or paid for if provided by a third party, and a signed City of Poulsbo payment form (or other form acceptable to the City) has been submitted to the City, including copies of invoices and payment documentation. The agency will be required to submit a mid-year and end-of-the-year report documenting economic impact results in a format determined by the City. Signatures Date: August 1, 2017 Patricia Graf-Hoke, Director, Visit Kitsap 6

7 DELIVERABLES for TOURISM MARKETING SERVICES for CITY OF POULSBO for 2018 BUDGET REQUEST for YEAR ROUND SERVICES: $30,000 Thank you for the opportunity to submit a proposal for consideration for receiving Lodging Tax funds from the City Poulsbo for Following is a list of Deliverables the VKP provides to the City of Poulsbo, lodging establishments, attractions, non-profits groups, events, and visitor information services. All the deliverables below are included in the annual contract and monthly fee. The VKP hosts and maintains a dedicated page for the City of Poulsbo that includes Quick Links, photos, content, and links to organizations and key attractions including the City of Poulsbo, Poulsbo Chamber of Commerce, Historic Downtown Poulsbo Association, Poulsbo Historical Society, Poulsbo Maritime Museum & Visitor Center, SEA Discover Center, Port of Poulsbo Marina, Poulsbo Science Center, Sons of Norway, Poulsbo Parks, Community Orchestra, Visit Poulsbo, Poulsbo Chamber of Commerce and other non-profit organizations. VKP automatically features Poulsbo hotels in paid media advertising (as noted in the application section re: Advertising) at no additional cost to Poulsbo hotels. VKP provides year-round support for popular annual community and cultural events such as 2 nd Saturday Art Walk, Viking Fest, 3rd of July, Poulsbo Farmer s Market, Summer Night Concerts, Poulsbo Winter Rendezvous, Poulsbo Arts Festival, Viking Tour, Obliteride, Kitsap Color Classic, micro-brewers, holiday shopping, etc. (As identified by Poulsbo hoteliers and tourism representatives.) VKP has paid contractors that research and automatically post Poulsbo s events, attractions and activities on the VKP online Calendar of Events which are also featured in the VKP Blog, monthly enewsletter to 13,000 subscribers, social media posts and travel articles. Poulsbo lodging establishments, attractions and events are automatically featured in numerous VKP marketing programs and digital and print tourism information provided to visitors, event planners and travel publication editors and professional travel writers. These include the new VKP Visitor Guide & Bike Map distributed on the Seattle Bainbridge Island and Bremerton, Edmonds/Kingston, Southworth/West Seattle Ferry Routes, 134 visitor information locations, REI stores in Seattle, Tacoma and Silverdale and local visitor information locations. Poulsbo and businesses and attractions including the Port and Marina, are featured on the Kitsap National Water Trails print and online versions and other visitor maps, and Rack Cards produced and printed by VKP including Salmon Habitat Loop Map, Brews & Bites Tour Map, Museum, Farmer s Market, Garden and Kitsap Loves Kids Guides. Poulsbo businesses, attractions, organizations, and events are feature on dozens of pages on the VKP website including Things-To-Do, Lodging, Dining, Arts & Culture, Agritourism, Parks, Nature & Environment, Recreation, Water Activities, Boating, Transportation, and other sections and pages. Please visit for details. The VKP has eliminated membership fees for smaller non-profit groups many that also receive pro-bono advertising icons on the VKP website. Marketing during shoulder season to help attract 1) families using VKP Kitsap Loves Kids promotion, 2) working couples during shoulder season, 3) outdoor/eco-recreation (boaters, etc.), The VKP helps to promote Poulsbo venues on new VKP website targeting wedding, special occasions, private-public meetings. Venues include the Poulsbo City Hall, Sons of Norway and other venues. Poulsbo s location is always included on all VKP regional maps featured all online and in print marketing materials and promotion including custom maps, paid advertisements, brochures, trail and recreational maps, and other print and online materials that promote the Kitsap region. Information and literature about Poulsbo is always including in packets mails/ ed to event planners, as part of inquiry and relocation packets, and submitted to travel writers and publications. The VKP acts as a 24/7-referral service for visitors and others seeking information about lodging, attractions, events, and businesses via online, mobile devices, in-person, via and phone requests. Distribution of literature about Poulsbo, hotels, venues, and services at trade shows South Sound Wedding Show (Kitsap Conference Center), Kitsap Wedding Show, Seattle Bike & Travel Show, and other expos. Projected Costs for Deliverables: $2,500 per month/$30,000 annually. 7

8 Visit Kitsap the Natural Side of Puget Sound Enjoy A Ride on the Kitsap National Water Trail Kitsap Best Western Plus - Bainbridge Island bestwesternbainbridge.com Best Western Plus Silverdale Beach Hotel silverdalebeachhotel.com Best Western Plus Wesley Inn - Gig Harbor wesleyinn.com Clearwater Casino Resort - Suquamish clearwatercasino.com Comfort Inn on the Bay - Port Orchard tinyurl.com/h8ovrzw Hampton Inn & Suites - Hilton - Bremerton bremertonsuites.hamptoninn.com Oxford Suites - Silverdale Waterfront oxfordsuitessilverdale.com Poulsbo Inn & Suites - Little Norway poulsboinn.com The Point Casino & Hotel - Kingston the-point-casino.com Airbnbs - airbnb.com. Just type in the name of city or town to find a place to stay on the Kitsap. Late summer on the Kitsap is beautiful and a great time to take a break from the urban scene. A 30-minute ferry ride or drive across the Tacoma Narrows and you'll be in a very friendly place with lots of breathing space and things to do. Visit our website today to plan your big city escape. Hop aboard a beautiful WA state ferry or cross the Tacoma Narrows Bridge for a scenic ride to the Kitsap! Visit us online to find info about lodging options, attractions, eating, drinking and lot of things to do. Enjoy A Ride on the Kitsap National Water Trail Use Your Unused Vacation Days! Kitsap Arrive by Ferry, Bridge, Boat, Bike or Vehicle VisitKitsap.com eat, drink, sleep, play, shop, rest & relax Visit Kitsap.com REAL NW Magazine - August 2017 Seattle Magazine August 2017 enjoy a little breathing space... Kitsap Wine Festival-Bremerton Aug Port Gamble Music Festival - Aug. 12 Mossback Kingston Port Orchard Festival by the Bay Car Cruz & Vendor Show - Aug. 13 Olalla Americana Music Festival - Aug. 18 Suquamish Chief Seattle Days - Aug Poulsbo Arts Festival - Aug Kitsap County Fair & Stampede - Aug

9 Your golf vacation on the Kitsap starts here. Gold Mt. Golf Courses & Club House Gold Mountain - goldmountaingolf.com McCormick Woods - mccormickwoodsgolf.com White Horse - whitehorsegolf.com Trophy Lake - trophylakegolf.com White Horse Golf Course & Club House McCormick Woods Golf Course & Club House From Canada via Black Ball Ferry & Pt. Angeles Olympic National Park Baymont Inn & Suites - Bremerton baymontinnbremerton.com Best Western Plus Silverdale Beach Hotel silverdalebeachhotel.com Clearwater Casino Resort - Suquamish clearwatercasino.com Comfort Inn on the Bay - Port Orchard tinyurl.com/h8ovrzw Guest House International - Poulsbo guesthouseintl.com Hampton Inn & Suites - Hilton - Bremerton bremertonsuites.hamptoninn.com Oxford Suites - Silverdale Waterfront oxfordsuitessilverdale.com Poulsbo Inn & Suites - Little Norway poulsboinn.com The Point Casino & Hotel - Kingston the-point-casino.com Visit us for a full list of courses & lodging info Visit Kitsap.com/Golf the Natural Side of Puget Sound

10 Note: ads shown reduced size to fit on page Seattle Gay News - Spring Travel Issue REAL NW Magazine May Issue Use Your Unused Vacation Days! Best Western Plus Silverdale Beach Hotel silverdalebeachhotel.com Best Western Plus Bainbridge Island bestwesternbainbridge.com Bloedel Gardens Clearwater Casino Resort - Suquamish clearwatercasino.com Comfort Inn on the Bay - Port Orchard tinyurl.com/mu4zfde Guest House International - Poulsbo guesthouseintl.com Oxford Suites - Silverdale Waterfront oxfordsuitessilverdale.com Poulsbo Inn & Suites - Little Norway poulsboinn.com Baymont Inn & Suites - Bremerton baymontinnbremerton.com Oyster Inn & Suites - Bremerton baymontinnbremerton.com The Point Casino & Hotel - Kingston the-point-casino.com/hotel Bainbridge Vineyard VisitKitsap.com Harpers Landing & Public Dock RSVP TODAY Port Orchard MarketFes- Poulsbo May Day Festival Downtown Kingston Mossback Port Orchard Film Festival - May 5-7 Kingston Kingston Cove Opening Day - May 13 Poulsbo Viking Fest - May Gig Harbor Beer Festival - May 20 Bremerton Harbor Fest - May Hop aboard a beautiful WA state ferry or cross the Tacoma Narrows Bridge for a short, scenic ride to the Kitsap! Find affordable hotels, kid and pet friendly parks, sandy beaches and wide open spaces to run and play! Visit us online for lodging, dining, things to do and speical events. NW Travel Magazine -March-April Enjoy A Ride on the Kitsap National Water Trail Kitsap Arrive by Ferry, Bridge, Boat, Bike or Car Visit Kitsap.com

11 VKP - Museum Guide Rack Card - shown in 1-page format for download on VKP website. VKP provided/paid for original design of logo & $1000 sponsorship Poulsbo has several locations listed on the new Kitsap Natuional Water Trails Inter-Active Online Map

12 The VKP is paying all design, production, printing and distribution costs to produce a series of visitor info cards that promote attractions in Poulsbo and other communities in the region.

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