STIA Annual Ratepayer Board Meeting October 30, Photo: Nick Hall
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1 STIA Annual Ratepayer Board Meeting October 30, 2014 Photo: Nick Hall
2 Welcome, Introductions & Updates Tom Norwalk Visit Seattle President & CEO Photo: Nick Hall
3 Hot Topics Hotel Information Questionnaire FAQs Addendum Agency Update
4 Ratepayers Annual Meeting Minutes Approval Steve Vissotzky Grand Hyatt Seattle & Hyatt at Olive 8 Managing Director Photo: Nick Hall
5 Introduce 2014 Advisory Board Steve Vissotzky Photo: Nick Hall
6 2014 Advisory Board Steve Vissotzky Grand Hyatt Seattle Chair Shannon Sheron Motif Seattle Vice Chair Rene Neidhart Renaissance Seatte Member-At-Large Jenne Neptune Alexis Hotel Lars Pederson Hotel Andra Scott Snofsky Homewood Suites Seattle Convention Center
7 2014 Advisory Board Howard Cohen Clise Properties Kyle Asher Paramount Hotel Seattle Chauncey DeVitis Silver Cloud - Broadway Ilse Harley Four Season Seattle Diane Holliday Germain The Westin Seattle
8 2014 STIA Review Photo: Nick Hall
9 2 Days In Seattle Ali Daniels Visit Seattle VP, Marketing Photo: Nick Hall
10 2 Days in Seattle - Award
11 2 Days in Seattle
12 2 Days in Seattle
13 2014 Advertising Review Target specific audiences for efficiency and effectiveness Creative that drives action from plan to purchase to visit Geo-target in key markets with high impact media Maintain a consistent presence Surprise and delight
14 2014 Advertising Review
15 2014 Advertising Review
16 Vancouver 2014 Advertising Review Vancouver Victoria Portland Denver Salt Lake City Los Angeles
17
18 2 Days in Seattle Denver
19 2 Days in Seattle Denver
20 2 Days in Seattle Victoria
21 2 Days in Seattle Vancouver
22 2 Days in Seattle Los Angeles
23 2 Days in Seattle Mobile
24 2 Days in Seattle Print
25 Non Traditional Super Bowl 25
26 Non-Traditional - AFAR
27 Non-Traditional Coffee Giveaways
28 Non-Traditional - Pandora
29 Non-Traditional Marry Me
30 Non-Traditional Marry Me
31 International Overview Tom Norwalk Photo: Nick Hall
32 International/Overseas Service
33 International Arrivals Arrivals with Port of Entry: Seattle July 2014 YTD China 53,925 (+42% YOY) Japan 32,255 (-24% YOY) United Kingdom 25,883 (+31% YOY) Korea 20,974 (+9% YOY) India 17,508 (+24% YOY) Germany 15,916 (-4% YOY) France 9,486 (+9% YOY) Australia 2,930 (-21% YOY) Mexico* 782 (55% YOY) Hong Kong 2,272 (+33% YOY) *Excludes entry by land
34 Inbound Activity NFL CHINA JATA BOARD OF DIRECTORS - JAPAN JATA Board of Directors- Japan MEDIA FAM - JAPAN MEDIA FAM -CHINA BRAND USA-GERMANY MEDIA FAM - FRANCE 34
35 Outbound Activity ITB, BERLIN JATA TOURISM EXPO, JAPAN KOREA SALES TRIP
36 2013 vs Country of Origin Total Expenditures / Spend China +45% Germany +12% United Kingdom +7% Korea +4% Source: VisaVue
37 Media Values (USD) Media Value Report 2014 International Advertising Equivalency $25,000,000 $20,000,000 $15,000,000 $21,206,407 China $6,074,251 United Kingdom $3,053,736 Germany $2,912,020 $10,000,000 $5,000,000 $0 Total By Country September 2014 YTD France $3,175,037 Japan $4,898,619 Korea $624,505 Other Countries $468,239
38 2015 Workplan & Budget Tom Norwalk & Ali Daniels Photo: Nick Hall
39 2015 STIA Proposed Budget Estimated $472,079 Estimated $502,882 $5,365,797 Total Expenses $5,837,876 Revenue $6,912,823 Estimated Estimated $6,537,400 Total Expenses $7,113,164 Revenue $6,849,600 39
40 2015 Proposed Budget Advertising $5,200,000 Int'l Fams, Site Inspections, Press Trips, Marketing Partnerships, Client Events & Missions $717,900 Special Events $420,000 Photography $60,000 Public Relations $48,000 Research $91,500 Operating Expenses $575,564 Revenue $6,849,600
41 Marketing Opportunity Fund Balance 2014 Forecast $3,771, Budget $3,522,564
42 Advertising: $5,200,000 $851,370 Overall Messaging Focus: Drive overnight stays in Downtown Seattle Brand Awareness: Arts & Cultural Activities Food & Wine Music New Traditions
43 Special Events: $420,000 $211,962 Taste Washington NCAA Men s Basketball US Open Championship Rock n Roll Marathon Bumbershoot
44 International: $717,900 Sales Missions, Client Events, FAMs, Marketing Partnerships $143,782
45 Operating Expenses: $575,764 $103,685 VP Marketing 50% VP Tourism 50% Staff Accountant 50% PR Director 50% Marketing Manager 100% Graphic Designer 100% Tourism Manager 100%
46 Photography: $60,000 ($36,091) Market Research: $91,500 ($17,420) Public Relations: $48,000 $18,000
47 Discussion & Vote Steve Vissotzky & Shannon Sheron Photo: Nick Hall
48 2015 New Advisory Board Member Introduction Steve Vissotzky Photo: Nick Hall
49 2015 Incoming Board Members David Dolquist Seattle Marriott Waterfront Sam Johnson Pan Pacific Hotel Seattle Amanda Parsons Hotel Vintage A Kimpton Hotel David Watkins Inn at the Market
50 2014 Outgoing Advisory Board Members Tom Norwalk & Ali Daniels Photo: Nick Hall
51 Outgoing Board Members Howard Cohen Clise Properties Rene Neidhart Renaissance Seattle Hotel Jenne Neptune Alexis Hotel A Kimpton Hotel Steve Vissotzky Grand Hyatt Seattle
52 Introduce 2015 Officers Steve Vissotzky Photo: Nick Hall
53 2015 Officers Shannon Sheron Motif Seattle Chair Diane Holliday Germain The Westin Seattle Vice Chair Ilse Harley Four Season Seattle Member-At-Large
54 Passing of Gavel Steve Vissotzky & Shannon Sheron Photo: Nick Hall
55 Reception Photo: Nick Hall
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