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HomeMy WebLinkAbout10-30-2003Lodging Tax Advisory Committee Draft Meeting Minutes October 30, 2003 Opening: The meeting of the Lodging Tax Advisory Committee was called to order at 2:00 p.m. on October 30, 2003 in Conference Room 2 at Auburn City Hall. Committee Members Present: Mary Bartlett, David Kwok, Khara Litscher, Mike Morrisettc, Jana Raasch, Sue Singer, Susie Sourwine Staff: A1 Hicks Guests: None A. Approval of Agenda The agenda was agreed upon. B. Approval of Minutes Minutes of the previous meeting were approved as read. C. Open Issues Balance Sheet - The Committee reviewed the amount of money available in the Lodging Tax Fund and the amount projected to be available in the next three months. Rack Brochure - Seventy four thousand(74, 000) rack brochures have been distributed There are thirty six thousand(36, 000) brochures remaining. Washington Visitor's Guide - The order is in. Included are 7 complimentary lodging listings, More Than You Imagined Logo. The Casino would like to use a new picture. The Mall would like a new picture. Emerald Downs will use the existing picture. Jana would like the bill by December 31, 2003. Newspaper Ads - Mike reviewed the ad costs and placement in the newspapers. The webpage will be up and running in a week or less. More Than You Imagined Org. The webpage ads will list the top three attractions in the community. However, some time will be needed to get it together. Approximately $50,000 in revenue can be anticipated for 2004. It was suggested that the Committee budget and expend its existing funds and anticipated revenue for 2004 on the ad campaign. dana recommended that an effort needed to be made to bring tourists to Auburn in the summer in order to establish a familiarity with Auburn and the habit of staying here rather than some other place. That wouM encourage people to return here and stay here during the "off season." It was also suggested that we need to "brand Auburn" so that people visiting the community have a positive experience and become familiar with "our product. " Susie suggested both winter and summer campaigns were needed, selling the Seattle Metro area attractions in the winter and distinctly Auburn attractions in the summer. dana expressed that there is a need to develop a package to sell seasonally. Those who come here in the winter may change from those who come to Auburn in the summer People may be willing to come from farther away in the summer and closer in during the winter months. Mike suggested a shop and ski package might be an effective attraction package in the winter. Sue asked when these decisions needed to be made, suggesting that the committee needed to reach consensus concerning the issues. Mike indicated that the Visitor's Guide would cost $5, O00 for the Lodging Tax Share. The Committee voiced its desire to ensure its participation in the ad. The Committee then took up the subject of rack cards. The Cards were placed to serve potential customers in Seattle, the east side and the "super cities ", Bellingham, Yakima, Spokane, Vancouver. David indicated that he thought the benefit of the cards was unclear, saying that a lot of people picked them up but the impact isn't known. dana expressed her feeling that many people plan their trips at home using the travel information in newspapers. The rack cards are picked up by people who are traveling. The hope is that those people will use the card in planning their next trip. Also, the greatest demand for the brochure is probably in summer when people travel more frequently. Mike suggested that one of the drawbacka of newspapers is that the ad has no shelf life. The paper is thrown away shortly after being read The biggest cost involved with the brochure is its distribution. David indicated that Ferries provide the biggest return for rack cards. The question was raised concerning the brochure. Would it be more effective anal economical as a card than as a brochure? Also, if the Seattle Metro was eliminated that would save 1/3 of the cost of distrib~ution. Mike was asked to go back and revisit the costs associated with the distribution plan, along with the pricing, taMng Metro out of the distribution queue, and redesignir,~g the brochure - changing it from a 4 panel to a 2 panel. Mike was also asked to see what it would cost to include the ferries. The distribution would be for a 6 month time period, April 1 through October 1..4 budget of $9,000 was recommended for the project. Concerning the newspaper ads, the size of the display was brought into question. Would a 1/8page adresult in the impact desired by the committee? Forty-four ads would cost approximately $90, O00 for the year and the price wouid increase for the Sunday edition. dana and Susie noted that Sunday editions would be more effective than weekly editions and that the ad would be most effective if placed in the travel sections, dana added that color would also make the ad more noticeable. Newspaper Ads - It was the consensus of the Committee that there should be 24 ads placed in 2004, two each month, plus two in the month of December in each of the targeted papers. The ads should be designed so that the pictures could change but the content remain the same. This couid result in summer and winter ads without substantial additional cost. The ad should be 1/8 in size and focus on Shop, Play, Relax in Auburn. Also the leading attractions couM provide the picture content for the newspaper ad Mike suggested that the Committee should seek to present to the City Council a yearlong marketing plan and approval should be sought from the City Council for a marketing plan that would last the entire year. ~sttor s Gutde - New ptctures for the Casino and SuperMall. Consistent image for Emerald Downs. Two panel, not 4 panels. Change the top; say STAY and PLA Y rather than Top 10. Sue suggested that the ~4mphitheater should be contacted and involved. Mike noted that it is important to get the right message to the right people. Mike asked the Committee to think about how to involve more people and what our "value property "is. C. New Business None D. Agenda for Next Meeting Marketing Plan. The Committee determined that it should meet again on November 13, 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: 11/13/03