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Home My WebLink About04-24-2003Lodging Tax Advisory Committee Draft Meeting Minutes April 24, 2003 Opening: The meeting of the Lodging Tax Advisory Committee was called to order at 10:10 a.m. on April 24, 2003 in the Conference Room 3 of Auburn City Hall. Present: Jeanne Barber, David Kwok, Mike Morrisette, Wilma Pickle, Janna Raasch A. Approval of Agenda The agenda was approved as distributed. B. Open Issues Brochure Distribution Mike Morrisette reported on the progress of arranging for the distribution of the 10 Best Reasons to Stay in Auburn Brochure. The brochure will be distributed to 886 locations in 8 regions. The 8th region will be the ferry docks'. Initially, there were only going to be 7 regions. In addition, the brochure distributed in the Metro & Bellingham are was only going to be distributed for three months but certified gave an additional 3 months at no extra charge. Washington State Fisitors Guide Mike Morrisette also reported on the ad placed in the Washington State Fisitors Guide. This represented a collaboration between the City, the Lodging Industry, the Mall and Casino to encourage people to visit the community's attractions. The ad represents' a first time venture for the Auburn community. While the anticipated level of response from the ad is undetermined the collaboration and the implementation ora strategy to be involved in a statewide tourism publication reflect a new dimension in Auburn's effort to enhance the community's business environment. C. New Business Washington CEO Magazine The Committee discussed placing an advertisement in Washington CEO Magazine to accompany the report the magazine plans to do concerning Auburn. The Committee concluded that the effort shouM continue to be focused on attracting overnight stays to the community and advertising in other media wouM most effectively support that effort. Newspaper Advertising The Committee discussed the placement of ads in various media. The Committee concluded that radio advertising was not yet a medium that they wished to consider. The Committee expressed that newspaper advertising wouM be a more effective tool at this point in time. The Committee indicated that newspaper advertising shouM take place outside the metro area and wouM be most effective targeted to eastern Washington or to the l~ancouver Portland area. The Committee indicated that it believed that the greatest success couM be achieved ifa package could be developed that would include restaurants, shopping and entertainment. The Committee determined that the first shouM be the development ora marketing plan. The marketing plan wouM effectively guide selecting the location, newspapers and time of the ad The marketing plan shouM include test marketing the ad, possibly a "package" and a tracking mechanism to help determine the effectiveness of the ad The plan needs to include fall and winter travel and take advantage of the Travel Guide Ad Critical to the success of the effort will be picking the right paper and the right time to place the ad A simple concept for the plan couM be: Administrative Cost $ Printing Costs $ Distribution Costs $ Summer 03 $ Fall 03 $ Winter 04 $ Spring 04 $ Printing Costs Additionally, the ad shouM be clear so that people will understand what is being offered and the benefit they will receive and the format of the ad should be able to be used again and again. To determine value the plan should take the cost per column inch and compare it to the circulation to determine the cost per 1, 000 customers. The cost will also differ from newspaper to newspaper, a first time advertiser, if an agency is used and so forth. Picking the target market will also be a challenge. Spokane, Yakima, Tri-Cities and Wenatchee may well be thought to be the primary market. There is also substantial traffic from the Portland area. Getting something out relatively soon and measuring the results could influence the placement of future ads and the ability to successfully develop packages. While the package will be important first consideration needs to be given to why shouM someone come to Auburn and stay in Auburn. There needs to be some enticement to select Auburn over other locations. What is Auburn's point of difference, attractions, and hotel rates? Whatever, the message shouM be simple and easily understood by the public. One crucial issue will be timing. ShouM the focalpoint be during the high travel period of summer or should it be in the fall and winter when travel diminishes? One possibility might be to put out an ad in late summer and early fall. Perhaps the ad could be coupled with a local event, such as the 4th of July or Good Old Days. On the other hand, if the hotels are at or near capacity at those times the resources used to place the ad may not be used as effectively as placing the ad in times when traffic is less. Also to be considered will be the value of doing color, spot color or just black and white. Color can make a difference as to how well the ad is noticed Sunday advertising is best and Mondays are second best. Someone will need to develop the plan and manage the creation and placement of the Ad The Chamber is the logical entity to assume this responsibifity. However, the Chamber can not provide this service pro-bono. The Chamber needs to be reasonably compensated for this work. Other The Committee suggested that it might be of value to contact the representatives for the amphitheater and see if it would be possible to include the 10 best reasons to stay in Auburn brochure with their material or develop a promotional effort. D. Agenda for Next Meeting It was the consensus of those present that the Committee shouM meet again on May 14, 2003. The Committee needs additional information to proceed Mike and David will come back with some information to help guide the Committee's efforts. The next general meeting is scheduled for 10:00 a.m. on Wednesday, May 14, 2003 in Conference Room 1 at Auburn City Hall. Adjournment: Meeting was adjourned at 12:00 p.m. Minutes submitted by: A1 Hicks Approval Date: