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MEMORANDUM
TO: CITY OF AUBURN COUNCIL MEMBERS, FINANCE COMMITTEE, AND
COMMUNITY & PLANNING DEVELOPMENT COMMITTEE
FROM: AUBURN AREA CHAMBER OF COMNiERGE
SUBJECT: SERVICES AGREEMENT UPDATE/CONTRACT RENEWAL - VISITOR
INFORMATION CENTER, ECONOMIC DEVELOPMENT & TOURISM
DATE: 12/ 1 /ZO10
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 INFORMATIDN CENTER:
Hanclle. inquiries made 6y visitors, new residents and employees via phone, email,
mail, walk-in and respond with the appropriate information and materials; Operate
ttie City's storefront Visitor Information Center where visitors obtain materials and
advice during noranal, 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 Aubum'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 lnformation. 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 Cenfer 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 arid -
offers the universal "P' 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 reloeation 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 Aubum azea, and a genuine desire to
promote the City,of Aubum.
PTOduce and distribute the City business directory, community profile; street maps,
and . Gsts 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 Gity hotels with
tirochures 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:
C1ty Hall
■ Member advertisers for use with prospective and current customers and firms
m Auburn Library
■ 1Vluckleshoot Library
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■ Aubum Airport
.
LoCal Hotels
■ Sma11 Business Assistance Center
m Green River Community College
■ The SuperMall
■ New teachers (in conjunction with the New Teacher Breakfast hosted by the
Chamber and the Aubum 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 Co►nmunity Directory is an affirmation of the effectiveness of the Chamber's
Communily Directory in presenting the strengths and assets of the Auburn area; and local
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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 Ha11-
■ Member advertisers .
■ Auburn Library
■ Muckleshoot Library
. Auburn Airport
■ Local Hotels
Sma11 Business Assistance Center
■ Green River Community College
■ The SuperMall
. m 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 FIJTURE BUSINESS COMM[JNITY 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
i 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 DepartmenL Actively promote Auburn to
prospective new busiaiess : nnvestors , by attend'ang 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 & COO 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
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community. (Task Foree 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 inembers 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 far 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, espeeially executive committee members, have actively
(proactively) been soliciting new businesses to move to Auburn. (Example: Ronnie
Roberts with Gosanko Chocolate Ait recruiting U-Line to open a facility in Aubum:)
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 tbe individual Board members; who comprise
repTesentatives from the City Councii, the Auburn Area Chamber of Commerce, all
. the major attractions, the lodging sector and ot6er 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 Aubum
Tourism Board,working to bring tourists to our azea. This effort both builds the growing
strength of our local tourism economy and geneiates 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 markef on a consistent basis a branded welcome
message to tourists in connection with a11 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 highIy
successful new City-wide event,.the Autumn Wedding Show. (See separate report from
• Debbie Luce.) _
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Summary Data Regarding `
Visitor Info_rmation, 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 -
Wa1k-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 39029
Amount of time spent on each:
Walk-ins: 15 - 60 minutes
Phone: 3 - 30 'minutes
Email: 3 - 5 minutes
Mail: 3 - 15 minutes
Thank you .for the opportunity to provide you with this year-end sfatus report identifying
some of the higtilights of the services the Auburn Area Chamber of Commerce is pleased
to provide the City pursuant to our contract for serviees. We look forward to another
year of providing these essentials services for the City of Auburn.
Sincerely, A URN AREA CHAMBER OF COMMERCE
ancy E. Wyatt .
President/COO 5 ~ Pzge
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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 Aubum School District to promote school functions that
. need hotel accommodations: Bands for Veterans Day Parade, Soft Ba11 and Fast ,
Pitch Tournaments, Cup Stacking Tournament, Miss Aubum Pageant, Jazz ,
. Festival, Junior Olympics etc.
➢ Other groups; Red Hat 3ociety, YMCA, NW. Skating Invitational at Auburn Skate
Connection, Auburn Airporf; Polar Bear Flag Football; WRPA Adult Sta.te Flag
Football and 2010 Eagle Western Regional Conference
➢ Continue branding in all forms of printed materials, banners, ads, website design
Hold and coordinate monthly ATB meetings
➢ Prepaze 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
Gommunication Manager .
Develop and Implement ATB Monthly Update Calendar
➢ Distribute Updated Calendar to hotels to inform front desk staff and management
of upcoming everits
➢ Distribute coupons and flyer to hotels for their visitors
➢ Post monthly calendars in 8locations: B Street Plaza kiosk; Train Station, ADA,
Auburn Area Chamber of Commerce, Auburn Ave., SuperMall, Auburn
Downtown Association and Auburn Reporter .
➢ Updates go to a11 of the ATB partners on a regula.r basis
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➢ Updates also act as a communication tool to update partners on important
information that might affect their business
➢ Post yeazly 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
T'ourism 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 a11 of our printed material
➢ Now able to track a11 hits to the site - direct, search engines and referring site
(means more sites are Iinking to our site), we can even track what part of the -
country they are coming from
➢ Work with Aubum 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 da.te attraction information
➢ Up to date new business information
➢ Working on content development and updating on a weekly basis
, ➢ Post a11 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 bf 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 newcomerpacket
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 Residenee
Guide - 2010 Residence and Tourism Guide
➢ Attend South King County Event and Wedding Vendors Meet-Up ➢ Channe121 has brochure and website on a continuing basis
➢ Continued to reach out to clubs and organizafions as guest speaker
➢ Cold call to local businesses with hotel information and attractions
➢ Distribute chocolate bars with City logo to azea 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
' ➢ 1Vlaintained a great working relationship with all major local and area attractions
and local hotels
➢ Visited with other CVB's, especially Seattle Southside CVB to get overflow from
their hotels
➢ Maintain an on going branding image for Aubum Tourism
➢ Participate in Veterans Day Parade
➢ Participate in yearly Association of Visitor Information Centers of Washington
(AVICW)
➢ Asked to be on the AVICW Boazd 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 Intemational Fatmers 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 ttie 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.
- ➢ Autumri Wedding Show at Emerald Downs October 2°d and 3`a
➢ Developed Budget
➢ Began going to Wedding Shows in Seattle & Tacoma
➢ Developed a separate website using our branding colors
➢ Worked with Web-lVlaster to allow easy updating of the site
- ➢ Developed a time line
➢ .Developed Vendor Rules & Guidelines
➢ Developed Application for Vendors
➢ Began sending out infortriation 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
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➢ 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 -1VIs. Aubum 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 a11 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 Pemuts `
➢ 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 13`h for possible yendors
➢ Secured 1500 Free Wedding Magazines to give out
Worked on PSA for Channel 21
' ➢ Designed Brida1 Gift Bag
➢ Advertising: ,
L E Entertainment, Travel Channel, TLC and Style. Advertising began on
September 13tYi.
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
Calendaz:
3. Wolf 107.7 Two week radio campaign, bourice 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. 7. ShowCase Media.com
8. Advertising on the Knot website.
9. Advertising on, Seattle Weekly e-blast to 5,000 subscribers.
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10. Adverting on MySeattTeWedding.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
_ aeross tfie board showing that we did advertise in the right places -
➢ Already have vendors "set up for next year
➢ Will use two floors next yeaz
➢ 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
➢ A116 hotels had a good summer
➢ Visited-hotels regularly askingif 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 Rafes, for Emerald Downs, Aubum 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
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➢ 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 MapBrochnres - Visited to check on stock count on a regular basis
➢ Hotels
➢ Airport
➢ Local businesses
➢ Car Dealers, Rental Car Companies
➢ Public Library .
➢ City Hall
➢ Aubum 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 informadon centers to display
MapBrochure. .
➢ Chariged 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 exparided 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 2°d Event in late May or early June, promoting Auburn Airport
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