HomeMy WebLinkAbout04-09-2019 Agenda Packet
Auburn Tourism Board Meeting
APRIL 9, 2019 – 10:00 AM
COUNCIL CHAMBERS
AGENDA
I. CALL TO ORDER
Roll Call
II. APPROVE MARCH MEETING MINUTES
III. NEW BUSINESS
Review 2019 Lodging Tax Grant Applications
Emerald Downs Marketing Proposal
IV. NEXT MEETING
Next ATB Meeting:
Thursday, April 18 at 10AM in Room #3, 2nd Floor, City Hall
V. ADJOURNMENT
Auburn Tourism Board Meeting
March 21, 2019 – 10:00 AM
Council Chambers
MINUTES
I. CALL TO ORDER
The meeting was called to order at 10:06am by Vice Chair McAlister.
Board Members present: Chairwoman Lara Mae Chollette (via phone); Vice Chair
McAlister; Board Members Ron Roberts; Julie Kruger; Kacie Bray; Edgar Vidal.
Excused Absence: Board Member Malia Dale.
Staff Present: Lorraine Chachere, Tourism Coordinator.
APPROVE FEBRUARY MEETING MINUTES
Board Member Bray motioned to approve the February meeting minutes. Board
Member Kruger seconded the motion.
MOTION PASSES UNANIMOUSLY 6-0.
II. OLD BUSINESS
1) Guest Speaker: Dustin Lawrence, Senior Planner, City of Auburn
During the discussion with Ingrid Gaub, Director of Public Works on wayfinding
signage at the February Tourism Board meeting, several additional questions
arose from Board Members that were more in the realm of Community
Development. Planner Lawrence provided an overview of signs, relevant codes,
murals, art, signage on vacant property.
Board Members expressed concern with the growth of the city the desire to
keep visitors from traveling to surrounding communities for their needs, the
ability to have attractive modern signage to replace existing ones, and how other
cities have recently implemented signage, or even incorporates city gems into
art via murals in a non-advertising fashion. With the prospect of Fieldhouse USA
coming to The Outlet Collection brining a possible 1.5 million people to Auburn
as they have done in other cities, the Tourism Board wishes to prepare for these
visitors by ensuring visitors can be directed to tourism assets easily.
2) Tourism Updates:
Tourism Budget – The financials through January 2019 were presented.
2019 Trade Show Calendar and Tourism Marketing Calendar – A
calendar with an overview of prospective tradeshow participation to
generate awareness of Auburn as an ideal destination and cultivate hotel
bookings was provided for the year. As well as a community visibility
calendar to have a presence in the Auburn area.
Port of Seattle Spotlight Grant – With the low cost and visibility
associated with the Port of Seattle’s Spotlight Grant program, Economic
Development Manager Lein encouraged the submission of an application
for the program. Auburn was selected as a grant recipient and the ad
that will be created by the City’s Multimedia will be installed April 1st and
run through Q2.
III. NEW BUSINESS – ACTION ITEM
Emerald Downs Marketing Collaboration Proposal –Board
Member Vidal discussed Emerald Downs proposal for a
marketing collaboration with Auburn Tourism for April -
December 2019. The request was initiated by the Tourism Board
at the June 2018 meeting.
Board Member Vidal expressed that an option in the proposal
would exclusively promote Auburn hotels or the ability to work
with hotels in surrounding communities that have expressed
interest in a partnership with them. While the proposal focused
on marketing Auburn hotels, Board Member Bray suggested that
the focus be on Explore Auburn as significant time and resources
were invested in the rebranding, and that the website itself
promotes the hotels as well as other Auburn businesses.
A discussion ensued assessing maximizing benefits of pre-arrival
vs. day of attendance at Emerald Downs, as well as promoting
the Choose Your Own Adventure, visual signage such as on site
banners, print/brochures. Based on the feedback given, Emerald
Downs will provide another proposal to be evaluated at the
Special Meeting on Tuesday, April 9th.
IV. NEXT MEETINGS
Special Meeting Tuesday, April 9th at 10AM in Council Chambers
ATB Meeting, Thursday, April 18th at 10AM in Council Chambers
V. ADJOURNMENT
There being no more business to discuss, the meeting was adjourned at
11:33AM.
________________________________ ____________________________________
RACHAEL MCALISTER, VICE CHAIR LORRAINE CHACHERE, TOURISM COORDINATOR
APPLICATIONS ARE DUE AND MUST BE RECEIVED NO LATER THAN 4:00 PM FRIDAY, OCTOBER 5th, 2018.
Incomplete and/or late applications will not be considered. Applications may not be amended or changed
after the deadline for submission. The proposal and all documents filed with the City are public records.
Please submit your completed application along with the required documentation to:
City of Auburn
Attention: Lorraine Chachere,
Tourism Coordinator
25 West Main Street
Auburn, WA 98001
OR VIA EMAIL: lchachere@auburnwa.gov
_____ Completed and signed the cover sheet with this packet.
Completed application (attach additional sheets if necessary).
A copy of your agency’s current non-profit corporate registration with Washington Secretary of
State.
Brochures and/or other supplemental information about your event/activity/facility and/or
recent tourism promotion efforts.
APPLICATIONS ARE DUE NO LATER THAN 4:00 PM ON FRIDAY, OCTOBER 5th, 2018.
LATE APPLICATIONS WILL NOT BE CONSIDERED.
The Lodging Tax Advisory Committee will review your application at their November meeting. It is
possible they may wish to interview applicants for more information or clarification.
Should the Lodging Tax Advisory Committee recommend funding for your event/activity/facility, they
will forward their recommendation to the City Council for their review and authorization. It is
anticipated that funding decisions will be made and announced in January 2019.
How did you hear about Auburn’s Lodging Tax Tourism Enrichment Program?
______________________________________________________________________
APPLICATION OVERVIEW
APPLICATION CHECKLIST
APPLICATION TIMELINE
2
2019 Application for City of Auburn Lodging Tax Tourism Grant
APPLICATION DEADLINE: FRIDAY, OCTOBER 5th, 2018 by 4:00 PM
Total Amount Requested: $ . Name of Event________________________________
Organization/Agency Name Federal Tax ID Number
Contact Name Title
Mailing Address City State Zip
Phone Email Address
Event Location Event Date(s)
Check all service categories that apply to this application:
____ Tourism Promotion/Marketing
____ Operation of a Special Event/Festival designed to attract tourists
____ Operation of a Tourism Promotion Agency
____ Operation of a Tourism-Related Facility owned or operated by a non-profit organization
____ Operation and/or Capital Costs of a Tourism-Related Facility owned by a municipality
Check which one of the following applies to your agency:
(Note: Priority will be given to non-profit or public (government) agencies for Lodging Tax funding)
____ Non-Profit (Attach copy of current non-profit corporate registration with Washington Secretary of State)
____ Public Agency
____ Other
ORGANIZATION/AGENCY INFORMATION
APPLICANT CERTIFICATION
3
Signature Date
Printed or Typed Name
PROJECT INFORMATION AND USE OF FUNDS QUESTIONNAIRE
I am an authorized agent of the organization/agency applying for funding. I understand that my agency
will be required to submit a report documenting economic impact results in a format determined by the
City. I also understand that:
Tourism Promotion Activities or Tourism-Related Facilities:
This is an application for a contract with the City of Auburn and, if awarded, my organization intends
to enter into a Municipal Services Contract with the City of Auburn.
Events/Festivals:
The applicant has, or can obtain, general liability insurance in the amount commensurate with the
exposure of the event/festival.
The City of Auburn will only reimburse those costs actually incurred by my organization/agency and
only after the service is rendered, paid for if provided by a third party, and a completed and signed
Request for Reimbursement/After Event Report (or other form acceptable to the City) has been
submitted to the City, including copies of invoices and payment documentation.
4
1. Describe your tourism-related activity or event:
2. Describe why tourists will travel to Auburn to attend your event/activity/facility:
3. Provide an estimate of the number of participants who will attend the event/activity in each of
the following categories. Please use the Calculation Methodology as defined below:
As a direct result of your proposed tourism-related
service, provide:
Estimate Calculation
Methodology
(See options below)
a. Overall attendance at your event/activity/facility □DC □IC □RS
□IS □SE
b. Number of people who travel more than 50 miles for
your event/activity
□DC □IC □RS
□IS □SE
c. Of the people who travel more than 50 miles, the
number of people who travel from another country or
state
□DC □IC □RS
□IS □SE
d. Of the people who travel more than 50 miles, the
number of people who stay overnight in UNPAID
accommodations in Auburn
□DC □IC □RS
□IS □SE
e. Of the people staying overnight, the number of
people who stay in PAID accommodations
(hotel/motel/bed & breakfast) in Auburn
□DC □IC □RS
□IS □SE
f. Number of paid lodging room nights resulting from
your event/ activity/ facility
(example: 25 paid rooms on Friday and 50 paid rooms on Saturday
= 75 paid lodging room nights)
□DC □IC □RS
□IS □SE
Glossary for Calculation Methodology Options:
5
Direct Count: (DC) Actual count of visitors using methods such as paid admissions or
registrations, clicker counts at entry points, vehicle counts or number of chairs filled. A direct
count may also include information collected directly from businesses, such as hotels, restaurants
or tour guides, likely to be affected by an event.
Indirect Count: (IC) Estimate based on information related to the number of visitors such as
raffle tickets sold, redeemed discount certificates, brochures handed out, police requirements for
crowd control or visual estimates.
Representative Survey: (RS) Information collected directly from individual visitors/
participants. A representative survey is a highly structured data collection tool, based on a defined
random sample of participants, and the results can be reliably projected to the entire population
attending an event and includes margin of error and confidence level.
Informal Survey: (IS) Information collected directly from individual visitors or participants in
a non-random manner that is not representative of all visitors or participants. Informal survey
results cannot be projected to the entire visitor population and provide a limited indicator of
attendance because not all participants had an equal chance of being included in the survey.
Structured Estimate: (SE) Estimate produced by computing known information related to the
event or location. For example, one jurisdiction estimated attendance by dividing the square
footage of the event area by the international building code allowance for persons (3 square feet).
Other: (please describe)
4. Is there a host hotel for your event? Yes No
If yes, list the host hotel(s):
If a host hotel(s) was/were used last year, please provide an estimate of how many rooms were
booked last year at each hotel.
5. Describe the prior success (number of attendees, media exposure, etc.) of your
event/activity/facility in attracting tourists:
6. Describe your target tourist audience (location, demographics, etc.):
7. Describe how you will promote your event/activity/facility to attract overnight tourists:
6
8. How do you intend to use the Lodging Tax funds if selected as a grant recipient? (Please be as
descriptive as possible with the strategy, plan and reasons for your application.)
9. Describe how you will promote lodging establishments, restaurants, and businesses located in the
City of Auburn. What will the City of Auburn/Tourism get in return for funding (e.g. logos, links
print material, radio, TV etc.)?:
10. Are you applying for Lodging Tax Grants from another community? Yes No
If yes, list the other jurisdiction(s) and amount(s) requested.
11. What will you or your organization do differently this year that will improve upon last year’s
event?
12. What is the overall budget for your event/activity/facility? Please provide an itemized list
identifying each type of expenditure to be reimbursed.
13. What percent of your budget are you requesting from Auburn Lodging Tax Fund? __________%
14. Please identify your top 5 sources of revenue anticipated for your 2019 event not including
requested City of Auburn LTAC funds. (Please do not include in-kind contributions.)
Source of Revenue Amount Confirmed? Y/N Date Funds
Available
15. What will you cut from your proposal or do differently if full funding for your request is not
available or recommended?
7
16. Funding History
Was this event previously funded with Auburn lodging tax funds in the past four years?
_______YES _______NO
17. If yes, how much funding did you receive in:
2015 _______________ 2016 _______________ 2017 _______________ 2018________________
18. Number of total years you have received City of Auburn lodging tax funds: _______________
19. If you received a 2018 Lodging Tax Grant, please fill out the attached report showing how funds
awarded were used. If you were not a 2018 grant recipient, there is no need to complete one.
2019 Lodging Tax Grant Application
Assessment
Evaluation Score Sheet For Grant Applicants
Organization Information
Organization
Name Requested
Amount
Contact Person Date of Event
Ratings
Available
Points
Points
Awarded
1. Eligibility and Clarity 30
a. Is the application package complete and turned in prior to the stated deadline? 5
b. Has the request for funding summarized clearly the purpose of the event and the role funds would benefit if selected?
5
c. Does the project propose an efficient, economical use of the Auburn Lodging Tax funds? 10
d. How well does the event meet the LTAC’s mission and vision to “support the wider promotion and
marketing of Auburn in order to attract local travelers and tourism”? 10
2. Growth and Collaboration Potential
20
a. Is the event financially sustainable?. 5
b. Is this a viable event with the potential to grow in attendance and exposure? 5
c. Is there inter-organizational or community partnerships that demonstrates a community collaboration?
5
d. Does the project have broad based community support? 5
3. Value Assessment – Evaluating Impact with Funding 50
a. Does this event enhance the lives of local residents as well as visitors’ experience? 10
b. How great is the potential to attract sponsorships and media exposure? 10
c. Will the project efficiently and effectively increase overnight stays, benefit local restaurants,
stimulate retail sales, and promote visitor intent to return?
10
d. The applicant states clearly how they will recognize the support if granted a Lodging Tax Grant. 10
e. Does the applicant, in the scope of work, provide for an adequate method of the evaluation of outcomes of the
proposed project upon completion? 10
TOTAL SCORE 100
COMMENTS
COMMENTS
Person Submitting Review
Name Date
2019
Partnership Proposal
Company
Overview
Emerald Downs Racetrack and Casino opened in 1996 and is located in Auburn, WA. Ideally located
between major cities of Seattle, Bellevue and Tacoma just off Hwy 167 and miles from SeaTac
International Airport, live thoroughbred racing is scheduled from mid-April through the end of September.
Throughout the year, we offer simulcasting wagering from thoroughbred, harness, and quarter horse
tracks around the world. In addition to thoroughbred racing, our entertainment venue offers 10 table
games, live music and special events all year round.
Featured events include Corgi Races, the Muckleshoot Gold Cup Indian Races, Fiesta Premio Esmeralda,
New Year’s Eve, and our July 3rd Fireworks Spectacular. Emerald Downs also consists of venues to host
group events of 10 –10,000 guests during racing season and off season. Complimentary self-parking is
available along with the addition of Valet and Preferred Parking during the racing season.
Emerald Downs:
By The Numbers
ANNUAL
ATTENDANCE
250,000+
GUESTS
SOCIAL MEDIA
40,700+
FOLLOWERS
PAGE VIEWS
30,000
MONTHLY
ANNUAL EVENTS
67+
PROMOTIONAL
EVENTS
460+ GROUP
EVENTS
EMAIL LIST
14,000
SUBSCRIBERS
Partnership Program Details –Tier 1
Website
•Explore Auburn will be featured as an independent webpage on emeralddowns.com
•Webpage to be created within 30 days of contract signature
•All content, photos, etc. must be provided by Explore Auburn
•Start Date –Once contract is signed
•End Date –December 31,2019
Onsite Signage and Brochure Distribution
•Explore Auburn Brochures will be on display and available guests at each Guest Services desk located on Floor 2, 3, and 5
•One (1)8.5 x 11”counter sign
•Brochures and signage to be provided by Explore Auburn
•Start Date –Opening Day,April 20th
•End Date –End of Season Day,September 23rd
Digital and Print Advertising
•One (1) Dedicated Email Newsletter for Explore Auburn
•Date to be mutually agreed upon
•Content and photos provided by Explore Auburn
•One (1) Social Media Post on Facebook, Instagram, Twitter promoting Explore Auburn
•Date to be mutually agreed upon
•Content and photos provided by Explore Auburn
Investment: $5,000
Partnership Program Details –Tier 2
In Addition to Tier 1
Digital and Print Advertising
•Sixteen (16) 1/3 page B&W Ad in the Official Programs
•Dimensions 3.5” x 2.5”
•Grayscale high-res pdf
•Two dates per month. Dates to be mutually agreed upon
•Three (3) Dedicated Email Newsletter for Explore Auburn
•Dates to be mutually agreed upon
•Content and photos provided by Explore Auburn
•Three (3) Social Media Post on Facebook, Instagram, Twitter promoting Explore Auburn
•Date to be mutually agreed upon
•Content and photos provided by Explore Auburn
Onsite Activation
•Ten (10) Dates for onsite activation promoting Explore Auburn
•One 6’ table at a desirable location inside Grandstand including chairs and electricity as needed
•Dates to be mutually agreed upon
•Set-up and staffing provided by Explore Auburn
Investment: $10,000
Partnership Program Details –Tier 3
In Addition to Tier 1 and Tier 2
Digital and Print Advertising
•Daily 1/3 page B&W Ad in the Official Programs
•Dimensions 3.5” x 2.5”
•Grayscale high-res pdf
•Every Live Racing Date, April –September 2019
•Eight (8) Dedicated Email Newsletter for Explore Auburn
•Dates to be mutually agreed upon (once per month of Live Racing, April –September 2019)
•Content and photos provided by Explore Auburn
•Eight (8) Social Media Post on Facebook, Instagram, Twitter promoting Explore Auburn
•Date to be mutually agreed upon (once per month of Live Racing, April –September 2019)
•Content and photos provided by Explore Auburn
•Daily :30 commercial promoting Explore Auburn on Big Screen in-field TV
•Every Live Racing Date, April –September
•Three (3)Logo Carpeted Mats to be placed in front of each Guest Services desk
•3’x 5’ Size
•To be designed and paid for by Explore Auburn (https://www.andrewsinc.com/p/KYFNG-FASNJ/3x5-digiprint-nylon-indoor-carpeted-logo-mat-w-rubber-backing)
Onsite Activation
•Twenty-Five (25) dates for onsite activation promoting Explore Auburn
•One 6’ table at a desirable location inside Grandstand including chairs and electricity as needed
•Dates to be mutually agreed upon
•Set-up and staffing provided by Explore Auburn
Hospitality
•Five Hundred (500) General Admission valid any live racing date, April –September 2019
•To be used for client gifts, entertainment, contest prizes, etc.
•One (1) Elysian Brewing Turf Club 2019 Membership
•Includes table for four (4) with admission, one (1) valet parking, official programs, tip sheet
•F&B is additional cost
Investment: $15,000
THANK YOU!
Edgar Jason Vidal | Emerald Downs Racetrack & Casino
Director of Sales and Marketing
Direct:253.288.7704 | Cell:425.247.4900
EdgarV@emeralddowns.com |emeralddowns.com
8
Lorraine and Rick,
After checking with the people involved in the next geocaching adventure, I feel we should use May 17 -
19, 2019 as our date. The April dates we also considered might be too soon to assure receipt of the
coins from design and manufacture, so I want to be sure they arrive in time, plus it gives us more time to
get the caches in place in all the locations. Therefore, we choose May 17 - 19, 2019 as our dates, with
several events stretched out over three days, and that will encourage two nights stay for those from out of
town.
DATES: Friday night, May 17 - do either a night cache or an event that will draw people into town the day
before the big launch. This was VERY successful in 2017 with a night cache placement. We over-filled
the restaurant (Rainbow Café in Auburn as their Banquet Room was not large enough for those
attending, and we spilled out into the main restaurant) when we did a night cache for 2017.
Saturday, May 18 - launch of the 30 - 40 new placements scattered around the 3 - 4 cities.
Sunday, May 19 - choose an area in one of the cities for a CITO (Cache In, Trash Out) environmental day
event to clean up a park or other area. These are very successful events at the end of a weekend of
geocaching. They are normally held in the morning, with light breakfast snacks and juices and coffee,
and followed by cleanup of an area, then the folks head home. Those that attend this event will have
usually stayed at least two days, and maybe more.
HOTELS: I'm visiting motels/hotels in Auburn to get discount code from them for the event, and I know
that we've had out-of-towners stay in them before and would hope they might have staff that remember
that, but with personnel turnover, it may not be possible they have any records of such. Nevertheless, I
am soliciting such a discount. I will also do this in all the other cities that have a hotel/motel tax revenue
stream, which would be Kent and Renton.
We have been advised by Kent that we have received $1,100 in funding for this event, and that was
before I had a set date for them. I missed the Renton deadline when our son had a serious heart attack
in October and that application was due by 11/30/18 and this completely escaped our mind when we
were going through the seven week series of hospitals and rehabilitation he required. I have heard,
thanks to the lady in Kent, of another possibility of funding from Port of Seattle, and I am attending a
funding seminar they are holding on January 11, 2019. So, there is still hope for additional funding for
Renton. Maple Valley contends that they will have money even tho they do not have a hotel tax revenue
source through their Economic Development Department. So, I still hold hope that we will get funding for
all four areas, but know for certain I have one at this point with Kent. Even if we get no other funds, we
will use whatever we have to market this in a slightly smaller event, but with adequate funding and
support from Geocaching.com as a GeoTour, it can REALLY be a big deal for this area. So, additional
funding is important to get the biggest result from this event. I a also led to believe that the coin will cost
much less if it is a GeoTour prototype coin so each city gets additional links in the information pages, a nd
does not require a larger coin to allow logo for each city on the coin. Links on the website drive the
viewer to each city's tourism pages with additional information that they can track easily.
MARKETING: As a GeoTour, it will be marketed constantly by Geocaching.com on their HUGE website
that reaches geocachers all over the world. People travel constantly for this "sport" and are always
looking for a GeoTour that gives a prize to fulfill when they are in the area. Because Seattle is the home
of Geocaching, many international tourists visit Seattle each year and then do all interesting geocaches in
the area. This event as a GeoTour of up to one year means Geocaching.com would market the event in
their area for that full year's time, and pop-ups would show up from time to time on their website while
geocachers are browsing, advertising this event. We would also use the local Parks publications of
Auburn, Kent, Renton and Maple Valley to publicize the event in May 2019, which would also have email
information sent to their database lists closer to the timeframe that would give even more data about the
multiple events that are happening. We'd also love to get some publicity from any local newsprint that
would talk about this new Puget Sound area activity that has grown from the first Auburn event in
2015. Any other city publications that will allow us to market the event will be utilized to support this
project.
I hope this is adequate information at this date, and will have more after the first of t he year and keep you
both abreast of the developments.
Thank you for all consideration in this venture. We have received a lot of good feedback from word of
mouth that we have spread about our expansion of the project to cover a larger area. Geocachers a re
familiar with the large event that Tri-Cities puts on every year with over 500 in attendance, and has Mega
Status (a minimum of 500 attendees), and would love to see one on this side of the mountains.
Please add this information to our current application and let me know if you have any further
questions, as I am happy to update you as this moves forward.
Annette P. Bailes
Geocaching Project Manager
Valley Cities Geocaching Adventure