STIA Annual Ratepayer Board Meeting October 30, 2014 Photo: Nick Hall
Welcome, Introductions & Updates Tom Norwalk Visit Seattle President & CEO Photo: Nick Hall
Hot Topics Hotel Information Questionnaire FAQs Addendum Agency Update
Ratepayers Annual Meeting Minutes Approval Steve Vissotzky Grand Hyatt Seattle & Hyatt at Olive 8 Managing Director Photo: Nick Hall
Introduce 2014 Advisory Board Steve Vissotzky Photo: Nick Hall
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
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
2014 STIA Review Photo: Nick Hall
2 Days In Seattle Ali Daniels Visit Seattle VP, Marketing Photo: Nick Hall
2 Days in Seattle - Award
2 Days in Seattle
2 Days in Seattle
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
2014 Advertising Review
2014 Advertising Review
Vancouver 2014 Advertising Review Vancouver Victoria Portland Denver Salt Lake City Los Angeles
2 Days in Seattle Denver
2 Days in Seattle Denver
2 Days in Seattle Victoria
2 Days in Seattle Vancouver
2 Days in Seattle Los Angeles
2 Days in Seattle Mobile
2 Days in Seattle Print
Non Traditional Super Bowl 25
Non-Traditional - AFAR
Non-Traditional Coffee Giveaways
Non-Traditional - Pandora
Non-Traditional Marry Me
Non-Traditional Marry Me
International Overview Tom Norwalk Photo: Nick Hall
International/Overseas Service
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
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
Outbound Activity ITB, BERLIN JATA TOURISM EXPO, JAPAN KOREA SALES TRIP
2013 vs. 2012 Country of Origin Total Expenditures / Spend China +45% Germany +12% United Kingdom +7% Korea +4% Source: VisaVue
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
2015 Workplan & Budget Tom Norwalk & Ali Daniels Photo: Nick Hall
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
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
Marketing Opportunity Fund Balance 2014 Forecast $3,771,128 2015 Budget $3,522,564
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
Special Events: $420,000 $211,962 Taste Washington NCAA Men s Basketball US Open Championship Rock n Roll Marathon Bumbershoot
International: $717,900 Sales Missions, Client Events, FAMs, Marketing Partnerships $143,782
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%
Photography: $60,000 ($36,091) Market Research: $91,500 ($17,420) Public Relations: $48,000 $18,000
Discussion & Vote Steve Vissotzky & Shannon Sheron Photo: Nick Hall
2015 New Advisory Board Member Introduction Steve Vissotzky Photo: Nick Hall
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
2014 Outgoing Advisory Board Members Tom Norwalk & Ali Daniels Photo: Nick Hall
Outgoing Board Members Howard Cohen Clise Properties Rene Neidhart Renaissance Seattle Hotel Jenne Neptune Alexis Hotel A Kimpton Hotel Steve Vissotzky Grand Hyatt Seattle
Introduce 2015 Officers Steve Vissotzky Photo: Nick Hall
2015 Officers Shannon Sheron Motif Seattle Chair Diane Holliday Germain The Westin Seattle Vice Chair Ilse Harley Four Season Seattle Member-At-Large
Passing of Gavel Steve Vissotzky & Shannon Sheron Photo: Nick Hall
Reception Photo: Nick Hall