Snohomish County Tourism Bureau 2014 Annual Report
Tourism IS Economic Development Visitors to Washington State spent $19.5 billion in 2014; accounting for $1.7 billion in local/state tax revenues; creating 163,450 jobs!
Impact of Tourism
National Trends US Loses Market Share
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 membershipfunded model Legislation was introduced in Olympia in 2015 to create a state tourism funding program not passed
Our Competitors Budgets Alaska *Washington State reflects the WTA 2013 2015 budget
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 $7,500,000
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 $468 per travel party per day totaling $19.5 billion
Impact of Travel to Local Economy **Data provided by Dean Runyan and Associates April 2015
Because Tourism Matters Effect of Tourism in Snohomish County 10,340 jobs $ 256.4 million payroll $ 31.2 million local taxes $ 63.0 million state taxes **Data provided by Dean Runyan and Associates April 2015
Tourism Works for Snohomish County! Visitor spending in Snohomish County is $992.9 million per year; Up 5.7% from previous year: Restaurants Transportation and fuel Retail stores Recreation and entertainment Accommodations Grocery stores $ 289.4 million $ 152.5 million $ 135.4 million $ 130.5 million $ 130.6 million $ 60.5 million *Data provided by Dean Runyan and Associates, April 2015
Brief Overview of 2014 Generated 6,708 requests for information from ads Website visitation was up 9% over 222,000 unique visitors Achieved over $272,000 of free media coverage 31,006 definite and 5,163 tentative group and convention room nights were processed in 2014 representing $43.4 million in economic impact Visitor centers served 38,402 visitors. Countywide centers served 95,839 visitors Tourism spending and economic impact of tourism in Snohomish County was $992.9 million up 5.7% Hotel occupancy levels were up 4.3% to 71.1%; ADR was up 6.8% leading to a increase in RevPar of 11.3 % Hotel motel tax collections were up 7.3%
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, 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
Creative Executions
Convention, Sports and Group Tour Sales and Service Ads generate leads, support branding and generate interest in Snohomish County as a meeting/event destination
Convention, Sports and Group Tour Sales and Service 2,084 group tour/convention/sports events collateral materials were distributed in 2014 at 20 trade shows and 3 sales missions.
Convention, Sports and Group Tour Sales and Service 25 familiarization tours were conducted for meeting, group tour and international tour and travel planners and domestic and international media
Convention, Sports and Group Tour Sales and Service 5 sales missions to Vancouver BC, Olympia, Seattle, Indianapolis and Orlando along with: Lynnwood Convention Center Angel of the Winds Casino Future of Flight Aviation Center City of Lynnwood Seattle Premium Outlets 9 County hotels 32 new leads for hotels and attractions Distribution of 98 packets of information.
Convention, Sports and Group Tour Sales and Service 20 trade shows generating 183 direct leads and distribution of 2,084 tourism guides. 100 groups assisted; distributing 3,929 guides to attendees.
Convention, Sports and Group Tour Sales and Service Trade Shows Attended Packaged Travel: Canadian Inbound Tour Association Go West Summit National Tour Association Sports Marketing: National Assoc. of Sports Commissions Olympic SportsLink TEAMS Connect Sports Marketplace US Sports Congress Consumer travel: Outdoor Adventure Travel GEAR Trade Show Meeting and Events: American Society of Association Executives ASAE Springtime ConFam (military reunion planners) Int l Assoc. of Admin. Professionals Northwest Event Show Seattle Wedding Show SmartMart Seattle and San Francisco Washington Society of Association Executives Media: Travel Media Showcase Society of American Travel Writers
Convention, Sports and Group Tour Sales and Service Group tour, meeting and event planner bids were prepared which resulted in 31,006 total definite room nights Additional pending bookings at year end totaled 5,163 room nights Totaling 36,169 room nights
Convention, Sports and Group Tour Sales and Service Economic Impact totals $43,395,198
Convention and Group Tour Sales and Service $37.1 Million Economic impact derived from Sports Biggest Loser RunWalk Half Marathon International Long Distance Skateboarding Mastercraft Pro Wakeboard Tour Lake Stevens Ironman 70.3 MidSummer Nights Madness Basketball Ice Fest Figure Skating Competition
The SCSC Board of Directors assists the sports marketing staff with resources, referrals, direction and oversight. Jim Ballew, Marysville Parks Department Jennifer Caveny, Holiday Inn Express Marysville Joely Downing, Homewood Suites Patrick Doyle, Boyd Coffee Greg Erickson, City of Marysville Parks Dept. Beverly Meehan, Hilton Garden Inn Mukilteo Mary Monroe, Lynnwood, Tourism Manager Shannon O Kelley, Integrated Rehabilitation Group Robert Polk, Everett Public Schools Tom Teigen, Snohomish County Parks Larry Walker, Everett Community College Kim Wilson, NW Interscholastic Activities Assoc. Retired
Sports Marketing Recognition and Awards: Sports Events Magazine Readers Choice Award 4 time winner! Sports Events Magazine Sports Planner to Watch recipient 2 time winner!
Tourism Development 6,708 requests for information from ads 425 Magazine Cascade Loop Northwest Travel North Sound Living Outdoors NW National Geographic Traveler TravelHost Vancouver BC newspapers/online
Online Presence
Tourism Development New E Newsletters
Tourism Development Website visitation was up 9% Over 11,000 visits to RoomsAtPar and StayShopAndSave websites www.snohomish.org www.roomsatpar.com www.stayshopandsave.com www.snohomishcountyweddings.com
Tourism Development New collateral Arts Guide Aviation Attractions Camping and RV Parks Waterfalls Golf 10 Top Hikes
Tourism Development 85,000 copies of the official visitor guide distributed
Tourism Development
Public Relations and Media 6 issues of StoryLine were mailed to over 1,400 travel writers with each issue.
Public Relations and Media Attended Society of American Travel Writers and Travel Media Showcase. 8 media fam tours for travel writers
Public Relations and Media 17 Press Releases Sent 100 Media Pitches 45 Articles Published $272,326 Free Media Coverage
Social Media: Flickr, Twitter, Facebook & Pinterest Twitter Facebook presence: Tourism, Sports, Weddings, Meetings and Conventions, and for VIC volunteer recruitment
Social Media: Flickr, Twitter, Facebook & Pinterest Pinterest Boards: Activities Hotels Shopping Fun for families Great Outdoors Wildlife And much more!
Social Media: YouTube 17 different videos
Two Television Ads 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
Visitor Services Implementing the Strategic Tourism Plan initiatives: Manage the VIC at the Future of Flight and Boeing Tour Advertising presence at Alderwood mall
Visitor Services Go Digital
Visitor Services A unique presence at SPO
Visitor Services Mobile VICs operating at events and festivals Fresh Paint Arlington Fly In Outdoor Adventure Expo TankFest NW
Visitor Services Supporting Community Events
Visitor Services Visitor snapshot: 66% from more than 50 miles away 6% from other WA counties 31% from other states 29% from other countries 34% from local area (including surrounding counties) Served 95,839 visitors countywide
Visitor Services 80 volunteers donated over 11,000 hours to SCTB visitor centers In kind contribution of $295,000 115 area businesses donated $120,000 worth of goods and services to SCTB programs 19 new volunteers joined the bureau in 2014
Visitor Services Volunteers are Active in the Community! Biggest Loser Expo ½ Ironman 70.3 Triathlon Expo Vintage Aircraft Day at Paine Field Pacific Northwest Aerospace Alliance Future of Flight Wine and Wings event Evergreen State Fair
Visitor Services Training is FUN! 3 Fam tours conducted Everett, Sultan and Bothell 9 Lodging & facility tours 20 meetings and training sessions Monthly newsletters
Visitor Services Training is FUN! Training information Itinerary planning Beyond pumpkins Snohomish County farms Local Liquid Arts Highlights of activities in Monroe, Lynnwood & Snohomish Valentine Outings Summer fun Special Recognition Events Spring event in Mukilteo Summer party in Everett Holiday party in Marysville
Industry Education 5 countywide tourism related programs conducted including: BEST Inhospitable to Trafficking IDSS (CMS) Training for hoteliers Outdoor Adventure Travel Effective Online Campaigns and Tracking WTA Long Term Funding Roadshow
Industry Education Continue Industry Training Tools: Monthly Hotel Hot Sheet Tourism Industry Month Tours
Community Relations Continued a pro active role in state and local issues affecting the tourism industry by serving on the following boards and committees: Meeting Professionals International 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 Society of Association Executives Communications Committee Chair and Membership Committee member Rotary Clubs of Everett and Lynnwood
Community Relations Participated as donation site for a holiday blanket drive 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
Brief Overview of 2014 Generated 6,708 requests for information from ads Website visitation was up 9% over 222,000 unique visitors Achieved over $272,000 of free media coverage 31,006 definite and 5,163 tentative group and convention room nights were processed in 2014 representing $43.4 million in economic impact Visitor centers served 38,402 visitors. Countywide centers served 95,839 visitors Tourism spending and economic impact of tourism in Snohomish County was $992.9 million up 5.7% Hotel occupancy levels were up 4.3% to 71.1%; ADR was up 6.8% leading to a increase in RevPar of 11.3 % Hotel motel tax collections were up 7.3%
Tourism Matters to Snohomish County! 10,340 jobs $256.4 million in payroll $ 31.2 million in local taxes
Thank you for supporting tourism in Snohomish County!