Meeting Date: 7/28/2020 Tourism Recovery Initiative ...
Transcript of Meeting Date: 7/28/2020 Tourism Recovery Initiative ...
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Tourism Recovery Initiative Authorization
Item No. 8a supp
Meeting Date: 7/28/2020
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Commission Authorization Request
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Request Commission authorization for the Executive Director to execute a $1.5 million joint marketing agreement with Washington Tourism Alliance (WTA), a non-profit agency, to promote tourism recovery.
• This agreement, funded by the Port property tax levy, will help regenerate travel to Seattle and Washington state in the U.S.A. and Canada for a period of up to 12 months.
• Staff is also requesting that the commission determine a competitive process is not appropriate or cost effective and exempt this contract from a competitive process consistent with RCW 53.19.020
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Tourism Disrupted
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National & Regional Impact• Covid-19 will be nine times more
impactful than 9/11• Travel Industry losses will result in a
GDP impact of $1.2 trillion on US economy
• June 28 weekly SEA airport volume average 15,500, down 75%
• June 28 weekly King County hotel rev. down 78.3%, hotel occ. Average 31.9%
Sources: US Travel, Tourism Economics, Smith Travel Report, WTA, Port of Seattle
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Travel Paradigm Shift
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• Different type of recovery
• Major safety and health concerns
• Focus on “local drive markets”
• Domestic air traffic gradual return
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Revitalize Statewide Tourism
5Advancing the region as a leading tourism destination
Objectives• Increase year-over-year travel volume to Washington by 50 percent• Increase SEA year-over-year passenger volume by 60 percent • Solidify consumer confidence in Washington as safe and accessible
destination• Create a compelling state brand image for the leisure travel
marketplace• Increase positive state travel media coverage by 40%• Operate ongoing, robust destination development program for
Washington’s rural, small and sensitive communities
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Travel and Tourism Recovery
6Regenerating Travel and Tourism
Strategies Promote diversity, equity and inclusion Implement near-term in-state marketing campaigns Focus on North American air markets Bolster the state’s travel and tourism industry Market the geographic diversity of Washington Effectively brand the destination
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WTA is the state tourism industry
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• Geographically Diverse, all regions of state represented
• Attractions, arts/culture• Lodging, hospitality, resorts• Retail and restaurants,• Transportation, ports,• Tribal• Adventure/recreation
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Tourism Recovery Initiative Investments Port Funds WTA Funds
Marketing/Advertising $1,030,000 $660,000Travel Publicity Campaign $ 150,000 $ 50,000Travel Trade Sales/Promotions $ 120,000 $120,000COVID 19 Industry Recovery $ 100,000 $100,000Destination Development $ 100,000 $100,000WTA Complimentary Investment $ $1,040,000
SUBTOTAL $1,500,000 $2,070,000
GRAND TOTAL = $3.57 Million
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Regenerating Travel and Tourism
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WTA Existing Projects• Show WALove.com• Destination Brand Development• WTA In-State Marketing Consultant• Marketing Collateral Development
Bringing back instate travel & brand development
WTA commitment $540,000
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Regenerate North American Air Markets
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Consumer Marketing Advertising • Destination Advertising Campaign• Explore Washington’s Backyard
Focus on North American air markets, geographic diversity and instate travel marketing
POS contribution $1,030,000WTA Contribution $710,000
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Public Relations
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Impacting Travel Media• Proactively reach travel media• Host writers and influencers
Bolster tourism industry & impact North American air markets
POS Contribution $150,000WTA Contribution $50,000
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Helping Industry Recover
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Business Industry Recovery• Industry Recovery plan aiding
businesses post Covid-19 • Destination Development plan
assisting organizations in marketing their destination
North American air markets, promote health safety guidelines and bolster state’s tourism industry
POS contribution $200,000WTA contribution $200,000
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Increasing Travel Programs
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Tourism Development• Travel Trade Sales and Promotion• Participate in trade events• Host travel trade
Bolster state travel and tourism industry
POS Contribution $120,000WTA Contribution $120,000
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Tourism Recovery Initiative Timing
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Startup:
Instate marketing
Research
Branding
Collateral Development
Now through November
ScaleConsumer campaign
Familiarization tours
Public relations
September – July 2021
SustainIndustry recovery
Tourism development
Industry advocacy
August – July 2021
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Thank you Questions / Comments
15Goal: have agreement in place early August