HomeMy WebLinkAbout09-25-2003Lodging Tax Advisory Committee
Meeting Minutes
September 25, 2003
Opening:
The meeting of the Lodging Tax Advisory Committee was called to order at 2:00 p.m. on
September 25, 2003 in Conference Room 2 at Auburn City Hall.
Committee Members Present:
Mary Bartlett, David Kwok, Khara Litschcr, Mike Morrisctte, Suc Singer, Susie
Sourwine
Staff: A1 Hicks
Guests: None
A. Approval of Agenda
The agenda was agreed upon.
B. Approval of Minutes
Reading of the minutes of the previous meeting was deferred.
C. Open Issues
Washington Visitors' Guide - In conjunction with the Mall, Track and Casino, using
Lodging Tax funds, the City placed an ad in the Washington Visitors' guide for the first
time. The Lodging Tax supported one-half the cost of the ad and the other 3 partners
equally shared in the remainder of the cost. The Mall, Track and Casino would like to
again partner with the Committee to place the ad
Moved: by Susie Sourwine that the Committee recommend running the same ad ars last
year in the Washington Visitor's Guide, adding the "More Than You Imagined" .tag line.
Secon& David Kwok
Approved: Unanimously
The question was raised concerning the listing of the hotels in the matrix at the end of the
guide. Mike was directed to undertake such efforts as required to get all hotels listed in
the "matrix."
Newspaper Ads - The Committee opened the meeting by discussing the advantages of
advertising in newspapers in selected cities. It was suggested that it was important to
present a consistent message regularly. Also, a consistent ad placed regularly will get
the best rate.
The opinion was expressed that the ad should not be tailored to one or more special
events but should be ongoing. The hotels should do the ad and the restaurants a~'~d
attractions should participate if they would like to do so. The discount coupons can be
left with the Chamber or the hotels.
Mike remarked that organizing the VIP package has proven to be labor intensive and
time consuming.
It was suggested that the response to the ad would be easier to track if there were, a
single point of contact and the Chamber would be the best "SPOC" for the activity. It
was suggested that a website be website should be "More Than You Imagined. corn ",
included in the ad and that going to the site take the user to a discreet page on the
Chamber website. The page should not be accessible directly through the Chamber
webpage and no phone number should appear in the ad, only the website.
Mike was asked to work on the advertisement and offer as well as the web page.
Khara agreed to contact the hotels concerning their participation in the offer.
David explained that the ad should say "save up to" with an amount. That way the ad
would be open and hotels could decidefor themselves the extent of their participation.
The possibility of talking to the non-hotel attractions about participating in the ad was
raised along with the possibility of their supporting it financially.
It was again suggested that the ad should raise people's awareness of the value of
lodging in Auburn by being placed on a regular basis. There are 4 cities that should be
considered for the ad, Spokane, Yakima, Tri-Cities and Vancouver.
The Chamber was asked to find prices in those cities for a ~, 1/3, ~ or 1~8page ad run
twice monthly for a minimum of five months or potentially a maximum of 1 year.
Once the prices were determined the Committee could then determine the size of ad that
could be afforded in combination with the frequency to be displayed. The ad could then
be designed and the Committee's insights and approval obtained. It couM then be
determined, predicated upon the funds available, the size of the ad, which papers will run
the ad and the duration of the effort.
Optimistically, the ad could begin in November and run twice a month, just in time for
the holiday season.
As packages are developed in conjunction with attractions or restaurants it is important
to keep in mind that the offers need to be consistent with one another. Each coupon
provider needs an indication of what the others are offering, such as a 10% discount, free
gift, premium seating, etc. enabling the package to be consistent.
Rack Brochures - The first cycle of rack brochures will have been completed in October.
The Committee will need to decide at a future meeting, if it shouM again recommend the
distribution of the brochures. Approximated cost is $15,000 plus printing.
The Committee agreed that it would like to see a report from Certified as to the
distribution, costs, number of remaining brochures, so that the Committee could take up
the matter at its next meeting.
It was indicated that the Committee would be able to more cogently discuss the
reprinting, and distribution of the brochure once it was able to understand the potential
cost of the ads.
C. New Business
Bocci Ball - Bocci Ball reflects a unique pastime that is increasing in popularity. An
upscale sport, with an Italian heritage, there is a large contingency of people traveling
around the state to participate in games held in different locales. The City has provided
a grant that will enable a sponsoring group to put in Bocci Ball Courts into one of
Auburn's neighborhoods.
The courts will be finished next summer, l'Fhen the courts are complete, it would be of
value for the Committee to examine the popularity of the sport, the extent of travel and
participation and evaluate where the Committee's efforts and the sport would
compliment each other.
D. Agenda for Next Meeting
It was the consensus of those present that the availability of the Committee members for
the Committee's next regularly scheduled meeting was questionable. The Committee
determined that it should meet again on October 30, 2003 at 2:00p. m.
The next general meeting is scheduled for 2:00 p.m. on Thursday, October 30, 2003 in
Conference Room 2 at Auburn City Hall.
Adjournment:
Meeting was adjourned at 4:00 p.m.
Minutes submitted by: A1 Hicks
Approved: October 30, 2003