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Home My WebLink About04-19-2018 Addendums at meeting PROPOSED HOTEL/MOTEL TAX FUND 2019 & 2020 BUDGETS Updated 4.16.18 2019 2020 Revenues: Hotel/Motel Excise Tax $150,000 $160,000 Investment Income $1,500 $1,500 Total Revenues $151,500 $161,500 Expenditures: Administration Tourism Coordinator Salary $47,500 $48,925 Travel $1,200, $1,200 Dues $600 $650 Conference Fees $2,000 $3,000 Meetings $1,000 $1,100 Printing/Promo Supplies $3,000 $3,200 Subtotal $55,300 $58,075 Marketing Media Buy, Trade Shows & Multi Media $73,600 $80,750 Web Site $2,600 $2,675 Subtotal $76,200 $83,425 Community Support Grant Program $20,000 $20,000 Subtotal $20,000 $20,000 Total Expenditures $151,500 $161,500 *Based on 2018 Budget BA#5 as of 4.16.18 2019* 2020* Year End Budgeted Reserve Balance $94,271 $94,271 Reserve Restriction (20% of Expenditures) $30,300 $32,300 Unresticted Reserve Balance $63,971 $61,971 If 2019 reaches$150,000 in revenue,the$37,800 increase is determined by anticipated revenues from three new properties that have their dedicated Sales Team focused on hotel bookings. That means over a 12 month span estimated revenue per property is conservatively estimated at$3150 per month. This projection allows for the possible contraction of the market with three new hotels adding to the existing room supply. 2020-5%anticipated increase in revenues SMART HOUSE CREATIVE LORRAINE CHACHERE/CITY OF AUBURN TOURISM OFFICE Services Proposal: Marketing Campaign Implementation Implementation of the "Choose Your Own Adventure" Marketing Campaign April 15-July 15(or 3 months TBD) Management of campaign as described in strategy document,including: - Paid social media management -Management of other paid media -Management of Google AdWords and SEO/SEM tactics - Pursuit of earned media - Regular campaign refinements and metrics reports Cost Breakdown Service Hours Cost Media&Public Relations 4o $4,000 Digital Marketing 60 $6,000 Paid Media Management 3o $3,000 Media Production&Graphics Creation 15 $1,500 Total Proposed Cost $14,500 . M , Media Running Focus Budget Media Running Outdoors NW Apres Ski $1,000.00 Outdoors NW ParentMap Apres Ski $1,000.00 Seattle's Child Idaho Business Review Oregon Business TOTAL $2,000.00 Media Running Focus Budget Media Running Auburn Reporter All Summer events $500.00 Outdoors NW Kent Reporter All Summer events $500.00 Seattle's Child South Sound Magazine All Summer events $1,500.00 City Arts Outdoors NW Mt Rainier travel $1,000.00 Outdoors NW/Auburn Reporter/KGRG/KNKX ParentMap Mt Rainier travel $1,000.00 City Arts/Auburn Reporter Summer Sounds &Ci$2,000.00 Federal Way Mirror All Summer events $500.00 Auburn Reporter/KGRG 4th of July Festival $500.00 Auburn Reporter/KGRG Kids Summer Stage $500.00 TOTAL $8,000.00 Focus Budget Media Running Focus Budget Apres Ski $1,000.00 Apres Ski $1,000.00 Oregon Business Business travel shoulder season $3,000.00 Business travel shoulder seasor$3,000.00 Idaho Business Review Business travel shoulder season $3,000.00 Business travel shoulder seasor$3,000.00 $8,000.00 $6,000.00 Focus Budget Media Running Focus Budget Mt Rainier travel/Auburn parks$1,000.00 Idaho Business Review Business travel shoulder season $3,000.00 Mt Rainier travel $1,000.00 Oregon Business Business travel shoulder season $3,000.00 Summer Sounds&Cinema $1,000.00 City Arts/Auburn Reporter/KGRG/KNKX WRVM"Hops&Crops" Festival $1,500.00 AuburnFest $3,000.00 $7,500.00 Media Running Focus Budget Media Running Focus Budget Oregon Business Business travel $2,000.00 Northwest Guard Veteran's Day $250.00 Idaho Business Review Business travel $2,000.00 Auburn Reporter Veteran's Day $250.00 Ski magazines Ski &Stay Packages $500.00 Auburn Reporter Gingerbread House Contest $250.00 Auburn Reporter Santa Parade and Tree Lighting $4,500.00 $750.00 Media Running Focus Auburn Reporter Holiday events $500.00 Kent Reporter Holiday events $500.00 South Sound Magazine Holiday shopping &events $2,500.00 Seattle Metropolitan Magazine Holiday shopping $3,000.00 Federal Way Mirror Holiday events $500.00 $7,000.00 2018 Media Buy Timeline April May June July August September October November December Transit Sounder Train $6,000 $1,000.00 $1,000.00 $1,000.00 $1,000.00 $1,000.00 $1,000.00 Print Regional Travel Guides $1,000.00 $500.00 $500.00 Event-specific print promotions $2,000.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 Digital Facebook 1 Instagram Seattle-Tacoma-Auburn DMA $4,000.00 $500.00 $500.00 $500.00 $500.00 $500.00 $500.00 $500.00 Out-of-State Regional DMA#1 (Ex:Boise) $3,750.00 $500.00 $500.00 $500.00 $500.00 $500.00 $500.00 $500.00 Out-of-State Regional DMA#2(Ex:Alaska $6,000.00 $750.00 $750.00 $750.00 $750.00 $750.00 $750.00 $750.00 Display Seattle-Tacoma-Auburn DMA $3,000.00 $250.00 $500.00 $500.00 $500.00 $500.00 $250.00 $500.00 Out-of-State Regional DMA#1 (Ex:Boise) $2,750.00 $250.00 $500.00 $500.00 $500.00 $500.00 $250.00 $250.00 Out-of-State Regional DMA#2(Ex:Alaskr $4,000.00 $500.00 $750.00 $750.00 $500.00 $500.00 $500.00 $500.00 Search Seattle-Tacoma-Auburn DMA $1,200.00 $100.00 $150.00 $150.00 $150.00 $250.00 $250.00 Out-of-State Regional DMA#1 (Ex:Boise) $650.00 $50.00 $50.00 $100.00 $100.00 $100.00 $250.00 Out-of-State Regional DMA#2(Ex:Alaskr $650.00 $50.00 $50.00 $100.00 $100.00 $150.00 $200.00 Monthly Totals $3,000.00 $5,450.00 $5,000.00 $0.00 $0.00 $5,350.00 $4,850.00 $4,500.00 $4,950.00 Total Overall Spend $35,000.00 Tab 2-Trend City of Auburn,WA+ QtydAubm Cva rcY USn-US[bk. Fn1..10 al%t6U 2010 Monthly Percent Change Overall Percent Change 35 30 - - - - 15.0 25 20 10.0 �.... 15All_lik5.0 fill 5 S.0 -10 -15 -10.0 -211 15.0 Ott Nov Det Jen Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mor Year To Dale Running 12 Months -$-Occupancy -111,-ADR -RevPAR ■Occupancy OADR •RevPAR 2018 2017 -... 2818 Yam To Data .554417855 lP Months Oct __mi__ Doc Jan Feb Mr A _____ _ _Jun JulAubBap pet Nev Dee Jen FW W I 2016 2917 9018 15 27 -- _- 914 1417.-- 8416 _ TIM Yowl 673 80.6 545 67.2 04.9 50 5A 852 79.4 130.1 7811 89.7 58.6 52.0 402 4.0 60.7 602 174 81.5 519 872 61.0 03.3 158511$-' 83 808 630 83 53 883 54 868 80.5 710 0A 720 811 BOB 585 5/2 5A 58 10./ 5A 81.5 I 865 873 810 PerceMCBenge! 1.8 -0.4 1.9 _ 04 0.9 3.5 -12 20 14.1 123 6.2 -4.4 4.1 -13.2 -0.7 I 182 12e 11 5.8 02 10.8 2.5 4.4 2116 am ort 114 Don An Feb r: Ar May am .IW 2Mt, ---2044 rYer ro ore • - Running 12MrMe Oct Ilex Us .An Feb lin 0 I i 2010 20 _ 2018 • ! M10 017 2014 V This765 7835 75.48 7494 29115 8515 81.8 1020 112.42 114.83 120.05 99.42 8084 MAO 79.80 81.90 88.01 0252 I 74.54 3024 8789 8515 - was 98.04 Lest Year 7757 7107 74.24 71.89 70.60 7392 7984 9202 8.33 107.0 11000 44.15 485 78.35 75.48 74,54 79.85 86,16 I 1 7742 7484 5024 I 8307 86.15 87.95 Percent Change 1_4 6.7 1.7 4.7 4.4 13.0 88 0.5 132 0.3 8.4 4.5 104 12.1 5.8 9.3 102 83 'i I 3.7 7.7 9.6 i 4.1 3.0 0.9 0000.. 111=111 3010 301] 2016 r Yam7o Date5$-801013 MonthsOk Nov -.1 .Mn _ Feb Mr A r� _017 Jon Jul ,4p Sep 561 _ Nov 0.0 an Fab _.. tlr� �_ wts 2017_ 2918 '� 2016 mil _tote This Year 4697 4026 4110 4290 5153 6188 52.08 57.52 6920 9105 9220 6031 8531 4504 3929 3929 49.91 5614I 45.70 49.39 4828 57.41 57.05 61.16 40 last Veer 47.53 43.53 3968 39.40 22 4259 531 8293 5012 78.53 60.90 50.39 4557 4826 41.10 4290 51.83 805 I I 4453 45.79 435 1 I 5.77 8741 67.08 Percent Change 3.0 03 36 114 53 7.4 5.3 _ 711_ 292 199 140 3.8 -26 -44 4.4 4.7 3.04A 79 -_23 _ 0.8 05 7.1__ 2016 2017 2010 • Ur To0.A 0204340 128804446 • 0 _ 088 Nor 0.c Jan Feb _ Yr A ____Moe Jun JW_ Aug. Sep__ Oct Rev pee Jon 11 _ Ma 2018 2017 2018 2018 2011__.__ mN This Yen 17.91 18330 17,391 17301 ---1560 17360 18000 17,326 18,800 17.300 17,350 10000 47.386 1025 17,32 17.329 15.852 17.329 50.490 50.431 50310 24.785 334,06 204.310 Last Year 17,351 14098 17,391 17.391 15,708 17.391 1830 17391 18030 17,357 17,91 16230 47,384 08365 17351 17.391 16080 17,30 50.40 50,45 0.431 284,786 200785 264,758 '.. Percent Change 0.0 OA 0.0 0.0 .02 02 .0.2 407 -02 -02 -02 -02 -02 -02 -02 -04 -02 -02 00 -0.1 -0.2 0.0 00 -0.2 Demand 2018 I _.2017 _-- -_- 2014 Wear 74 Data Running 12 Months Oct Nov Doc Jan Feb MrAOT May 2117 Ad _ q _87� Oct NO. 8.6 Jan Feb Ma i 2010 2017 3018 7018 21i7 0012 • - _ M TNs Year 10,032 10,198 9,470 9,955 10.179 10,905 10,523 11.314 13,341 13907 13,332 11,712 10,157 8,840 8535 8.311 8.978 10,440 i 31,018 31.09 27.827 137,571 132.009 129,291 Last Year 10,657 10.235 6205 0.352 10.100 11.558 10.071 11,588 11,712 12345 12500 52.214 10,52 10,15 9.470 9,955 10.179 1053 29,312 31,016 31,09 134,163 137,671 132885 Percent Change IA 04 1.9 j 84 0.7 -5.8 -1A 2.2 139 123 8.0 4.6 4.2 -13.3 -99 -18.5 -123 -4.3 51 01 -11.0 2.5 4.5 88 Revenue 2018 2017 3318 Year To Data Rooming 12MWM 064 Nov Dee Jan Fob . b 0. MR. __ Jun Jul - Aum_--__MP_-___ Oct Now Dee Jon Feb Mr 1 _2010 2017 2018 2018 2017 2918 This yea 851,790 778,636 714,758 745985 812.70 51.871 90.681 008.534 1,15,881 1,02.79 1135.54 1.164.430 883,00 750,740 52.063 50.914 791,158 935.957 2311,80 2185.820 2428.067 11,755033 11283.591 12,495570 1-96 Yam; 026.855 332,526 85,15 680,428 773.40 85,868 84850 932,437 216835 1830.953 1,47,015 1,18725 851,200 77089 71420 745.50 814,438 51,071 I 252303 2.311.880 2420,80 11510241 11,75853 115.291 ! 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