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HomeMy WebLinkAboutITEM V-AMEMORANDUM T0: CITY OF AUBURN COUNCIL MEMBERS, FINANCE COMMITTEE, AND COMMUNITY & PLANNING DEVELOPMENT COMMITTEE FROM: AUBURN AREA CHAMBER OF COMMERCE SUBJECT: SERVICES AGREEMENT UPDATE~CONTRACT RENEWAL -VISITOR INFORMATION CENTER, ECONOMIC DEVELOPMENT & TOURISM DATE: 12/1/2010 CC: AUBURN AREA CHAMBER OF COMMERCE BOARD OF DIRECTORS Dear City Council Members, Thank you for this opportunity to present you with an end-of the-year report identifying some of the highlights of the services the Auburn Area Chamber of Commerce is pleased to have provided the City pursuant to our contract for services. As you know, these services assist the City by supplementing its efforts with regard to Visitor/Tourism Information, the City's Economic Development Goals and Outreach to Current and Future Business Community Members in ways that leverage the credibility, experience and resources of the Chamber. While there is some overlap, I have organized this summary to encompass the general scope of services in the referenced contract, as follows: SERVE AS AUBURN' S VISITOR INFORMATION CENTER: Handle inquiries made by visitors, new residents and employees via phone, email, mail, walk-in and respond with the appropriate information and materials; Operate the City's storefront Visitor Information Center where visitors obtain materials and advice during normal business hours. The center will provide sufficient space, display racks, appropriate materials and receptionist. Consistent with the terms of the contract for services, the Chamber maintains and operates Auburn's Visitor Information Center where people know to seek out the Chamber as the first point of contact, whether a visitor or new resident, to obtain a wide variety of materials and advice. The Chamber-operated Visitor Information Center dominates the entire front portion of the Chamber's Lobby, with easy visibility & access from the street. It includes large display racks stocked with varied and valuable visitor-related materials. The Visitor Information Center signage on the storefront is a large banner across the first three windows to loudly state "Visitor Information Center"; and with a larger window sign that boldly lists Auburn Tourism as one of the main components in our office and offers the universal "I" symbol denoting an information center is located here. With each walk-in, visitors and prospective businesses are able to take multiple pieces of information that the Chamber provides. It is often their first point of contact in our community. When we mail out relocation and/or vacation packets, a variety of information is sent, including information about the City of Auburn, parks & recreation, public art, the golf course, trails, etc., as well as Auburn businesses and visitor services. The valuable contribution the Chamber is uniquely able to provide in its contract with the city, is our ability to staff the Visitor Information Center with employees having extensive personal knowledge of the greater Auburn area, and a genuine desire to promote the City of Auburn. Produce and distribute the City business directory, community profile, street maps, and lists containing information about community resources and/or business services. Respond to requests from publishers seeking information about Auburn for their magazines, web pages and/or directories. Provide City hotels with brochures promoting local attractions, businesses and shops. The Auburn Area Chamber of Commerce produces a Community Directory each year in December and prints 5,000. All but 100 of the 2010 directories have been distributed. We will have the 2011 directories delivered to us shortly. We currently distribute these Community Directories to: ■ City Hall ■ Member advertisers for use with prospective and current customers and firms ■ Auburn Library ■ Muckleshoot Library ■ Auburn Airport ■ Local Hotels ■ Small Business Assistance Center ■ Green River Community College ■ The SuperMall ■ New teachers (in conjunction with the New Teacher Breakfast hosted by the Chamber and the Auburn School District's recruitment efforts); and ■ We mail out the Community Directory in the Chamber's "Relocation/Tourism/Inquiry Packets" The Chamber's Community Directory continues to receive a very strong response from the Auburn Business Community. We believe the desire of local businesses to advertise in the Community Directory is an affirmation of the effectiveness of the Chamber's Community Directory in presenting the strengths and assets of the Auburn area, and local 2~Page businesses, to both current and prospective visitors. They see it as a primary resource for direct contact with their customers and clients. The Auburn Area Chamber of Commerce also produces a Local Area Map every two to three years. 10,000 of each edition are printed. Our map came out in December 2008 and of those 10,000 we have been able to distribute approximately 9,842. We will begin production of the new map in January 2011. We currently distribute these Local Area Maps to: ■ City Hall ■ Member advertisers ■ Auburn Library ■ Muckleshoot Library ■ Auburn Airport ■ Local Hotels ■ Small Business Assistance Center ■ Green River Community College ■ The SuperMall ■ New teachers (in conjunction with the New Teacher Breakfast hosted by the Chamber and the Auburn School District's recruitment efforts); and ■ We mail out the Local Area Map in the Chamber's "Relocation/Tourism/Inquiry Packets" PROVIDE SUPPORT AND SERVICE TO THE CITY'S ECONOMIC DEVELOPMENT GOALS AND OUTREACH TO CURRENT AND FUTURE BUSINESS COMMUNITY MEMBERS. Assist the City in meeting with current and potential businesses to discuss inducements to conducting or locating a business in Auburn. Provide input, feedback and serve on City technical and advisory committees for issues. (Proposed city codes, comprehensive plans and updates, design review, proposed capital improvements, city business processes, and other emerging issues mutually agreed upon.) Serve as the referral service for individuals seeking to do business with an Auburn business. Meet with and provide tours of the City, when scheduling permits, for prospective business investors in conjunction with the City's Economic Development Manager and Planning Department. Actively promote Auburn to prospective new business investors by attending meetings and providing appropriate information. Maintain and provide demographic information up to a 30-mile radius from the downtown area. Organize and conduct orientations for new employee groups as an incentive for businesses to locate in Auburn. Chamber leaders and the Chamber's President & C00 have been active participants on the all important Streets Task Force (twice); and taking the lead on the Urban Core Task Force, a new 50-year visioning process for the downtown area and surrounding business 3 ~ Page community. (Task Force gave a summary at the recent Council Committee of the Whole.) The Chamber's President & COO has greatly appreciated the opportunity to be called in as an active participate in significant recruitment and retention meetings, partnering with the City's Economic Development Contractor and the City's Planning Director. Chamber staff members have been active in giving "windshield tours" of the city to prospective businesses whenever requested. The Chamber participates, along with other chambers, with the Valley Cities Mayors' group to identify issues where it may forge and implement partnerships on issues critical to enhance economic vitality for Auburn, and the south-end region. The Chamber is also an integral founding partner on the South Sound Chambers of Commerce Legislative Coalition that puts forth issues to better our region's economy. Chamber board members, especially executive committee members, have actively (proactively) been soliciting new businesses to move to Auburn. (Example: Ronnie Roberts with Gosanko Chocolate Art recruiting U-Line to open a facility in Auburn.) PROVIDE A SERVICE TO PROMOTE TOURISM AWARENESS FOR THE CITY OF AUBURN. Coordinate all public relations, marketing, media relations, advertising, and event planning for the Auburn Tourism Board. Liaise on marketing and communications matters and coordinate with the individual Board members, who comprise representatives from the City Council, the Auburn Area Chamber of Commerce, all the major attractions, the lodging sector and other tourism-related businesses. Follow up on activities to involve existing and new strategic partners. Several Chamber Board Members and the President & COO participate on the Auburn Tourism Board, working to bring tourists to our area. This effort both builds the growing strength of our local tourism economy and generates additional sales tax revenues to support city services including both capital and operational expenses. As part of our 5-year Strategic Plan, the Chamber's leadership is committed to pursuing a community-wide, partnership effort to market on a consistent basis a branded welcome message to tourists in connection with all the major events that put heads in beds, dollars in retail establishments and seats in restaurants. Our Tourism Marketing Coordinator, Debbie Luce, recently gave a comprehensive report to the City Council Members on the progress of the Tourism Board and the great strides made with that Board (November 15, 2010). The recent report focused on the highly successful new City-wide event, the Autumn Wedding Show. (See separate report from Debbie Luce.) 4 ~ Page Summary Data Regarding Visitor Information, Tourism & Economic Development Inquiries The following data reflects recorded Chamber activity in responding to Visitor Information Center (Tourism) and Economic Development Inquiries from January 1, 2010 through December 1, 2010. Visitor Information Center/Tourism Walk-ins 3,846 Phone 14,744 Email 11,935 Mail Incoming 523 Outgoing 5,218 Economic Development Walk-ins 91 Phone 233 Email 93 Mail Incoming 23 Outgoing 157 General Information Request Combined 3,029 Amount of time spent on each: Walk-ins: 15 - 60 minutes Phone : 3 - 3 0 minute s Email: 3 - 5 minutes Mail: 3 -15 minutes Thank you for the opportunity to provide you with this year-end status report identifying some of the highlights of the services the Auburn Area Chamber of Commerce is pleased to provide the City pursuant to our contract for services. We look forward to another year of providing these essentials services for the City of Auburn. Sincerely, AU URN AREA CHAMBER OF COMMERCE ancy E. Wyatt President/COO 5 ~ Page Auburn Tourism Board 2010 Accomplishments Overall Accomplishments that follow the Strategic Plan: ➢ Worked with Finance Senior Accountant for monthly financial review ➢ Maintain Website and Blog ➢ Negotiated 2010 contract with Clear Channel for banners at the Sounder Train Station ➢ Participate in City Events representing the Tourism Board ➢ Answer all tourism related questions from walk-ins and phone calls 1. Respond to all tourism information requests with follow up if necessary - phone, mail and website 2. Respond to all newcomer inquires about Auburn ➢ Update Chamber staff on current events that are tourism related ➢ Update Tourism Partners and Hotels on current events ➢ Continue to work closely with City of Auburn, Parks Department, Multimedia, Senior Citizens Supervisor, Auburn Downtown Association and Cultural Arts to assist in promotion, advertising and up coming events ➢ Continue to work with Auburn School District to promote school functions that need hotel accommodations: Bands for Veterans Day Parade, Soft Ball and Fast Pitch Tournaments, Cup Stacking Tournament, Miss Auburn Pageant, Jazz Festival, Junior Olympics etc. ➢ Other groups: Red Hat Society, YMCA, NW Skating Invitational at Auburn Skate Connection, Auburn Airport, Polar Bear Flag Football, WRPA Adult State Flag Football and 2010 Eagle Western Regional Conference ➢ Continue branding in all forms of printed materials, banners, ads, websitc design ➢ Hold and coordinate monthly ATB meetings ➢ Prepare all paperwork for meeting including agenda, financials and minutes ➢ Attended all ATB meetings, organized meetings and produced meeting materials ➢ Organize Visitor Information material in Chamber lobby ➢ Work with and visit all hotels on a weekly basis - more if needed ➢ Check all websites of attractions on a weekly basis for updated information ➢ Participate in monthly meetings with, Parks Special Program Manager, Events Planning Coordinator, Recreation Coordinator, Senior Center Supervisor, and Communication Manager Develop and Implement ATB Monthly Update Calendar ➢ Distribute Updated Calendar to hotels to inform front desk staff and management of upcoming events ➢ Distribute coupons and flyer to hotels for their visitors ➢ Post monthly calendars in 8 locations: B Street Plaza kiosk, Train Station, ADA, Auburn Area Chamber of Commerce, Auburn Ave., SuperMall, Auburn Downtown Association and Auburn Reporter ➢ Updates go to all of the ATB partners on a regular basis 1 ➢ Updates also act as a communication tool to update partners on important information that might affect their business ➢ Post yearly and monthly events on website and in the Chamber's Connections Newsletter ➢ Write tourism article each month in the Chamber's Connections ➢ Keep up to date restaurant list, with recommendations on large group choices Tourism Website ➢ Continue to work with Web-Master and City's Communications Manager to continually update the Tourism website ➢ Incorporated the "More Than You Imagined" branding to the overall look of the site which is used in all of our printed material ➢ Now able to track all hits to the site -direct, search engines and referring site (means more sites are linking to our site), we can even track what part of the country they are coming from ➢ Work with Auburn Downtown Association Manager to keep both ATB and ADA websites updated at all times ➢ Information can be found in no more than 3 clicks ➢ Ensure lodging and restaurant information is complete and valid ➢ Up to date attraction information ➢ Up to date new business information ➢ Working on content development and updating on a weekly basis ➢ Post all current events ➢ Add links and removed them as needed ➢ Add news and media articles ➢ Update any Hotel or Business Partner changes ➢ Answered all inquiries from site ➢ Worked on maximization of links from and to the Auburn Tourism site and ATB's reps' site. ➢ Auburn news feed directly from the Tourism Blog which keeps the website current ➢ Things To Do section automatically populates from the calendar ➢ Highlight month's largest event on website Home Page Continue to Update Tourism Fact Sheet ➢ Update all facts on the two sided sheet as needed ➢ Displayed in Chamber lobby ➢ Send it out in every information and newcomer packet Maintain partner contact list ➢ Maintain list on a monthly basis ➢ Continue to seek new valued partners Local Community Outreach Program ➢ Welcome Display at the front counter of the Finance Department with business cards, brochures and directions to Visitor Center 2 ➢ Worked with the Auburn Reporter to include tourism in the 2010 Residence Guide - 2010 Residence and Tourism Guide ➢ Attend South King County Event and Wedding Vendors Meet-Up ➢ Channel 21 has brochure and website on a continuing basis ➢ Continued to reach out to clubs and organizations as guest speaker ➢ Cold call to local businesses with hotel information and attractions ➢ Distribute chocolate bars with City logo to area businesses and groups ➢ Developed Tourism Packet for visitor as well as business travelers for HR departments ➢ Write monthly article for Chamber's Connections Newsletter ➢ Use the More Than You Imagined tag line and work with the Communications Manager on continued branding on all tourism material ➢ Maintained a great working relationship with all maj or local and area attractions and local hotels ➢ Visited with other CVB's, especially Seattle Southside CVB to get overflow from their hotels ➢ Maintain an ongoing branding image for Auburn Tourism ➢ Participate in Veterans Day Parade ➢ Participate in yearly Association of Visitor Information Centers of Washington (AVICW) ➢ Asked to be on the AVICW Board of Directors and participate in quarterly Board Meetings ➢ Participate in opening day of the International Farmers Market ➢ Provide Brochure/Map at Check-In Desk at International Farmers Market Our goal for 2009 was to continue to educate our local citizens by showcasing all the tourism opportunities available in Auburn. We also wanted to promote the opening of the Auburn International Farmers Market. This being accomplished our 2010 Goal was to expand our outreach outside of Auburn. The Board of Directors and the Lodging Tax Advisory Board decided to have a Wedding Show to accomplish that goal while still showcasing all that Auburn has to offer. Auburn Wedding related businesses were given a discounted vendor rate and prime booth placement. Our hotels were given complimentary 5 x 10 booth space. ➢ Autumn Wedding Show at Emerald Downs October 2nd and 3rd ➢ Developed Budget ➢ Began going to Wedding Shows in Seattle & Tacoma ➢ Developed a separate website using our branding colors ➢ Worked with Web-Master to allow easy updating of the site ➢ Developed a time line ➢ Developed Vendor Rules & Guidelines ➢ Developed Application for Vendors ➢ Began sending out information on a weekly basics ➢ Designed a filing system for vendors ➢ Designed Sponsor Packets ➢ Designed Save the Date Cards for Vendors to display in their businesses 3 ➢ Signed-up Tote Bag Sponsor -The Mane Team ➢ Signed-up Silver Sponsor -Legendary Doughnuts ➢ Signed-up Gold Sponsor - Muckleshoot Bingo ➢ Booked Fashion Show with Group USA Bridal Gowns & Flower Girls ➢ Booked Fashion Show with Rottles Tux and Mother of the Bride Gowns ➢ Signed up - Ms. Auburn and Little Sisters contestants to be models ➢ Worked with Love Travel on the Grand Prize ➢ Worked with Star Radio for Grand Prize ➢ Kept Website up to date ➢ Completed art work for Emerald Downs programs ➢ Sent out deposit invoices ➢ Designed all print material ➢ Had display table at all Chamber Luncheons ➢ In Chamber's E-blasts ➢ In Chamber's Slide Show at luncheons ➢ Continue to gather information on advertising opportunities ➢ Arranged concessions for vendors ➢ Had additional advertising in Emerald Downs programs and newsletters as well as the SuperMall newsletter ➢ Purchased another banner for the train trestle and once again had a banner on the Sounder Station ➢ Secured Banner Permits ➢ Secured advertising at SuperMall rolling kiosks ➢ Worked with MC and Fashion Show content ➢ Secured Mayor Prize Sponsor - $5,000 Gift Certificate EE Robbins ➢ Secured a certificate of insurance from the City for Emerald Downs ➢ Attended Hats and Heels on August 13th for possible vendors ➢ Secured 1500 Free Wedding Magazines to give out ➢ Worked on PSA for Channel 21 ➢ Designed Bridal Gift Bag ➢ Advertising: 1. E Entertainment, Travel Channel, TLC and Style. Advertising began on September 13th. 2. Star 101.5 -Two week radio campaign, bounce back messaging on entries received for Roller Coaster Wedding inviting people to attend, Star's Event Calendar. 3. Wolf 107.7 Two week radio campaign, bounce back messaging on entries received for Roller Coaster Wedding inviting people to attend, The Wolf s Event Calendar and a two hour remote on Sunday from 12:00 noon to 2:00 p.m. at the event. 4. Commercial on Cable 21. 5. Signage at Kent Station Weather Warrior and Directory Kiosk. 6. 16 Screens Kiosk at the SuperMall. Showcase Media.com 8. Advertising on the Knot website. 9. Advertising on Seattle Weekly e-blast to 5,000 subscribers. 4 10. Adverting on MySeattleWedding.com 11. Auburn Reporter 12. Posters 13. Banners 14. Highline Community College Newsletter 15. Green River Community College Website 16. Save the Date Cards 17. Chamber News Letters 18. Emerald Downs Newsletters 19. Emerald Downs Program the entire racing season. 20. AutumnWeddingShow.com 21. AuburnTourism.com 22. Chamber e-blasts 23. South Sound Wedding & Event Magazine 24. Chamber Luncheons ➢ Final Vendors 54 ➢ Chamber Ambassadors helped vendors set up ➢ Over 3,000 people attended ➢ Sent out survey to Brides asking how they heard about us. All answers were across the board showing that we did advertise in the right places ➢ Already have vendors set up for next year ➢ Will use two floors next year ➢ We are now on the Wedding Show circuit for 2011 ➢ Letters and applications have been sent out to all participating 2010 vendors Hotel Occupancy ➢ Occupancy came up from last year ➢ All 6 hotels had a good summer ➢ Visited hotels regularly asking if they have special groups coming in that we can make goodie bags for their guests ➢ Have assisted hotels with various issues on a regular basis ➢ Continue to distribute Thank You for Staying in Auburn that is given to large groups and special guests in hotels ➢ Will once again work with hotels offering Winter Rates from November thru March ➢ Also established Special Rates for Emerald Downs, Auburn Regional Medical Center, Funeral Homes Advertising ➢ Researched all possible free advertising ➢ Board decided not to participate in the 2009/2010 ad in Washington State Visitor Guide and broadened brochure coverage north on I-5 into Canada for Winter Olympics ➢ Updated Washington State Travel and Tourism site ➢ Member of the Tacoma Visitor and Information Center and are in the Tacoma Visitor Guide 5 ➢ Arranged inclusion in calendar in Hometown Values -Free ➢ Sent 300 Brochures to Tacoma Tall Ships Event again this year ➢ Linked our site to all area attraction websites Distribute MapBrochures - Visited to check on stock count on a regular basis ➢ Hotels ➢ Airport ➢ Local businesses ➢ Car Dealers, Rental Car Companies ➢ Public Library ➢ City Hall ➢ Auburn Regional Hospital ➢ Parks Department ➢ Senior Citizen Center ➢ Muckleshoot Casino, Iron Horse Casino, Emerald Downs, White River Amphitheatre, Auburn Ave, SuperMall, Auburn Golf Course, White River Valley Museum, etc. ➢ Target Markets determined by the ATB Board. (Certified Folder Display). ➢ Work with Certified to insure the best possible information centers to display Map/Brochure. ➢ Changed our advertising strategies with Certified Folder Display to expand our reach to I-5 North Action Items and Goals which follow the Tourism Boards Program of Work ➢ Increase Hotel Occupancy ➢ Having met our goals on educating our community first in 2008 & 2009, we expanded our focus to promote to the South Sound area and beyond ➢ Resell the Banners at Sounder Train Station and sign a new contract with Clear Channel ➢ Work on new Tourism Brochure ➢ Work on 2011 Autumn Bridal Show at Emerald Downs and all related partners 1. Position our event in between Seattle and Tacoma Wedding Events and promote all that we have to offer 2. Advertise our Community as a Tourist Destination ➢ Continue to grow or partnerships ➢ Continue to provide up to date information on our city ➢ Have a 2nd Event in late May or early June, promoting Auburn Airport 6