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Home My WebLink About05-16-2019 Agenda Packet Auburn Tourism Board Meeting MAY 16, 2019 – 10:00 AM COUNCIL CHAMBERS AGENDA I. CALL TO ORDER Roll Call II. APPROVE APRIL 18th MEETING MINUTES III. OLD BUSINESS 1) Tourism Updates a. Lodging Tax Community Grants b. Airport Spotlight Ad Update c. Emerald Downs Partnership Update d. Auburn Adventure Film Festival Update e. Hospitality FAMs & Community Tabling f. White River Amphitheatre Concert Season g. March Financial Report 2) 2019 Tourism Marketing Initiatives (Action Items) a. Trade Show Participation and Travel Planners Collaboration Proposal b. Explore Auburn Selfie Summer Promotion Research c. Summer Promotion Proposal IV. NEW BUSINESS (ACTION ITEM) 1) Elect Chair V. NEXT MEETING  Next ATB Meeting: Thursday, June 20 at 10AM in Room 3, 2nd Floor of City Hall VI. ADJOURNMENT Auburn Tourism Board Meeting April 18, 2019 – 10:00 AM Council Chambers MINUTES I. CALL TO ORDER The meeting was called to order at 10:01am by Vice Chair McAlister. Board Members present: Vice Chair Mc Alister; Board Members Ron Roberts; Kacie Bray; Edgar Vidal; Malia Dale. Excused Absence: Board Member Julie Kruger Staff Present: Doug Lein, Economic Development Manager; Lorraine Chachere, Tourism Coordinator. II. APPROVE APRIL SPECIAL MEETING MINUTES Board Member Dale motioned to approve the February meeting minutes. Board Member Roberts seconded the motion. MOTION PASSES UNANIMOUSLY 5-0. III. OLD BUSINESS 1) 2019 Marketing Initiatives The summary of the 2019 Goal Planning Session Summary that took place at the January meeting was presented. The 2019 Marketing Calendar and marketing budgeted were also presented. Coordinator Chachere asked for direction from the Board towards marketing goals for the remaining 2019 year. It was requested of Coordinator Chachere to have a projected list of expenses of projects, tradeshows to determine how to make recommendations for the marketing budget. Discussion centered on the possibility of cross promotional collaborations with a couple of Board Members expressing an interest for visitors at an attraction to see what is at other Auburn tourism assets such as signage on the walls at The Outlet Collection, backdrops unique at each location, in turn encouraging a visitor to tag the location and build a greater online presence for Explore Auburn. A strategic collaboration to yield a larger ROI such as to partner with Emerald Downs with smaller dollar amounts to a more qualified audience was also discussed. 2) Emerald Downs Marketing Collaboration Proposal (Agenda Modification) Because the live race horse season begins on Saturday, the discussion of partnering with Emerald Downs to access their 250,000 annual attendees with Explore Auburn offerings was brought up. Manager Lein encouraged the Board to consider a partnership with one of the three tiers of sponsorship with Emerald Downs as presented at the last meeting as the partnership would align with goals just stated. Regarding the signage Board Member Bray suggested a contest centering on visitors uploading photos with the #exploreauburn to increase Explore Auburn hashtag and online presence. A winner would receive a travel package. Additionally, the Board expressed a desire to be added to the email list to view these marketing pieces to view these marketing pieces that Emerald Downs sends. Vice Chair Mc Alister motioned to accept the Tier 1 Level of Sponsorship of the Emerald Downs Partnership Program with the caveat of including one social media post per month, fifteen # posts per month. Board Member Roberts seconded the motion. MOTION PASSES UNANIMOUSLY 5-0. IV. NEXT MEETING The May meeting is on Thursday, May 16th 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 ------------------------------ Resolution No. 5423 April 17, 2019 Page 1 of 3 RESOLUTION NO. 5423 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF AUBURN, WASHINGTON, APPROVING THE LODGING TAX GRANT DISBURSEMENTS RECOMMENDED BY THE AUBURN LODGING TAX ADVISORY COMMITTEE WHEREAS, the City of Auburn ( “City”) has businesses within its corporate limits that collect lodging tax dollars in accordance with Chapter 67.28 of the Revised Code of Washington (RCW); and WHEREAS, the City has established a Lodging Tax Advisory Committee (LTAC) in accordance with RCW 67.28.1817, and codified in Chapter 2.77 of the Auburn City Code (ACC); and WHEREAS, the LTAC is obligated by ACC 2.77.060 to make recommendations to the City Council on tourism promotion and tourism related issues; and WHEREAS, at its February 26th and April 10th, 2019 meeting, the LTAC considered proposals for the expenditure of taxes collected pursuant to Chapter 67.28 RCW; and WHEREAS, the LTAC has recommended the award of lodging tax dollars as grant funds to certain businesses; and WHEREAS, the City Council finds that the LTAC’s recommendation will enhance the economic development of the City of Auburn. NOW, THEREFORE, THE CITY COUNCIL OF THE CITY OF AUBURN, WASHINGTON, RESOLVES as follows: ------------------------------ Resolution No. 5423 April 17, 2019 Page 2 of 3 Section 1. Adoption of Recommendations. The City Council adopts the expenditure of lodging tax dollars to the following entities: a) Flight Club Foundation for the Seattle Parrot Expo, $2,000; b) City of Auburn Parks and Recreation Department for the Valley Cities Geocaching/Adventure GeoTour, $1,100; c) Korean Amateur Sports Association for the 20th Korean-American National Sports Festival, $2,500; d) W hite River Valley Museum for the Hops & Crops Festival, $3,000 as further described in the LTAC’s recommendation as shown on the LTAC’s resolution, attached as Exhibit A. Section 2. Implementation. The Mayor is authorized to implement those administrative procedures as may be necessary to carry out the directions of this legislation. Section 3. Effective date. This Resolution will take effect and be in force upon passage and signatures. INTRODUCED: __________________ PASSED: _______________________ APPROVED: ____________________ CITY OF AUBURN ______________________________ NANCY BACKUS, MAYOR ATTEST: _________________________ Shawn Campbell, City Clerk APPROVED AS TO FORM: ------------------------------ Resolution No. 5423 April 17, 2019 Page 3 of 3 _________________________ Steven L. Gross, City Attorney Published: _________________ RESOLUTION NO. 5423 EXHIBIT A 2019 Lodging Tax Grants Second Application Period 2/26/19 Motion: Committee Member Faltenberger motioned to recommend to City Council to approve the funding the $2,000 request for the Seattle Parrot Expo. Committee Member Matto seconded the motion. Motion passes unanimously. 4/10/19 Motion: Committee Member Fraser motioned to approve $3,000 to Hops N Crops, Committee Member Roberts seconded the motion. Motion passes unanimously. Committee Member Fraser motioned to approve $1,100 to Valley Cities Geocache, Committee Member Roberts seconded the motion. Motion passes unanimously. Committee Member Cho motioned to approve $2,500 to Korean American Sports Festival. Committee Member Roberts seconded the motion. Motion passes unanimously. Event: Seattle Parrot Expo ____________________________ Amount Requested: $2,000.00 • Free to the Public, three day event to be held on September 28 – 29, 2019. • 2018 Attendance 1,200 during the two day event • The event is organized to open communication about parrots in the wild, as pets via a 25 bird aviary; educational games, children’s story time, and free-flying parrots. • Will use funds for ads in Seattle Times, ParentMap Magazine, Seattle’s Child Magazine, BirdTalk Magazine, and to pay for any needed city permits to raise banners and signs to announce the coming of the Expo a month in advance. Event: Valley Cities Geocaching Adventure/GeoTour_____________________ Amount Requested: $2,750.00 • Anticipated 2019 Attendance: 200 – 300. The Geo Tour includes Kent and Auburn. • Event is on May 17 -19, 2019. • Funds will be used for costs of materials for the event, and food for the launch of the event. • Niche event in which geocachers tend to travel to collect coins. Event: 20th Korean American National Sports Festival Amount Requested: $15,000.00 • Anticipated 2019 Attendance: 3,000. Event rotates in various U.S. cities annually. • Sporting event competitions to take place in SeaTac, Federal Way, and Auburn the weekend of June 21- 23, 2019. • Funds will be used towards venues, transportation, food, officials, etc. Approved Amount $1,100.00 Approved Amount $2,000.00 Approved Amount $2,500.00 Event: Hops & Crops Music & Beer Festival Amount Requested: $6,000.00 • 2018 Attendance: 900 attendance • This event which is in its tenth year will be held on September 14, 2019. • Funds will be used towards marketing to potential overnight guests via Facebook ads. • This Auburn annual event has a loyal following and attendance has increased 50% in the last three years. Total 2019 Budget Allocated to Community Grants: $20,000.00 Second Round of 2019 Total Grants Recommended by the LTAC: $8,600.00 First Round of 2019 Total Grants Recommended by the LTAC: $8,500.00 Potential Total Amount to be allocated in 2019: $17,100.00 Approved Amount $3,000.00 Fund 104 - Hotel Motel Tax Fund Through March 2019 Source : General Ledger Budget YTD YTD YTD as Amended 3/31/2019 3/31/2019 3/31/2018 Beginning Fund Balance 108,571$ 108,571$ 108,571$ 200,371$ Revenues Sales Tax 150,000 24,788 24,788 21,646 International Film Festival Admission - 2,300 2,300 - Investment Income 3,600 1,224 1,224 753 Total Revenues 153,600$ 28,312$ 28,312$ 22,399$ Expenditures Salary 47,500$ 9,953$ 9,953$ 10,423$ Benefits 8,550 2,473 2,473 2,602 Supplies 3,000 - - 62 Professional Services 96,200 12,642 12,642 3,131 Travel - 504 504 - Advertising - - - - Miscellaneous 4,800 5,022 5,022 480 Transfers Out (Grants)- - - - Total Expenditures 160,050$ 30,594$ 30,594$ 16,698$ Ending Fund Balance 102,121$ 106,290$ 106,290$ 206,073$ Notes: 2019 Budget to Actual Comparison 2019 - 2018 Comparison 1) The 2019 Beginning Fund Balance is the amount budgeted - as this will not reflect the 2019 actual Beginning Fund Balance until July 2019 after the Washington State Auditors Office has completed their annual audit of the City's Financial books. 2) This does not include Budget Amendment No. 1 because that was approved the City Council in April. C:\Users\LChache\AppData\Local\Microsoft\Windows\INetCache\Content.Outlook\COQRDGMA\March 2019.xlsx Fund 104 - Services Detail Adopted Budget through March 31, 2019 2019 Expenditure Budget as of March 31, 2019: Account Number Account Title Budget Description 2019 Budget Amount Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Total Budget vs. Actual - (Budget Remaining) 104.00.557.300.13-.25 Other Wages and Benefit Expenditures Tourism Coordinator Salary & Benefits 47,500 5,519$ 2,867$ 4041 12,427$ $ 35,073 104.00.557.300.31 Office & Operating Supplies Printing/Promo & Office Supplies 3,000 430$ 65 495$ $ 2,505 104.00.557.300.41 Professional Services Media Buy, Trade Shows & Multimedia 73,600 71$ - 4,253 - - - - - - - - - 4,324 69,276 Professional Services Website 2,600 75$ 75 350 - - - - - - - - - 500 2,100 Professional Services Auburn Adventure Film Festival 1,825$ 3,627 2,000 7,452 (7,452) Professional Services Community Grant Program 20,000 -$ - - - - - - - - - - - - 20,000 104.00.557.300.43 Travel N/A 1,200 -$ - 504 - - - - - - - - - 504 696 104.00.557.300.44 Advertising N/A - 3,073$ 505 352 - - - - - - - - - 3,930 (3,930) 104.00.557.300.49 Miscellaneous -$ - - - - - - - - - - - - - Miscellaneous Dues 600 167$ - - - - - - - - - - - 167 433 Miscellaneous Conference Fees 2,000 -$ - 720 - - - - - - - - - 720 1,280 Miscellaneous Meetings 1,000 - 75 75 925 Total 2019 Adopted Budget through March 31, 2019:Total services expenditures per EDEN: 151,500$ $11,160 7,139.00$ $12,295 -$ -$ -$ -$ -$ -$ -$ -$ -$ 30,594.00$ 120,906.00$ 30,594 2019 Year-to-Date Actuals 2019 Travel Trade Collaborations Proposal 1) Visit USA – Organisation Australia VUSA (Australia) Organisation is a voluntary body that promotes travel to the United States of America. It is funded by individual members from the Australian Travel Trade as well as from associate members in the USA. The Board Members of the organization work vigorously to promote the US as a desirable destination of choice. What they do: • Promotes the USA as the “destination of choice” for the Australian traveler. • Aims to develop, co-ordinate and implement marketing efforts to promote travel to the USA • Updates and maintains the VUSA website as a source of information for the Australian travel industry • Promotes travel industry cohesion and to provide communication forums for the industry leaders in Australia • Leverages resources to develop and execute programs and events that benefit the travel industry members in the promotion of the USA Ask: Associate Membership - $350USD BENEFITS: Creates awareness of Auburn as a destination for a segment of travelers that align with what Auburn has to offer; Auburn hotels already see an Australian presence as overnight visitors; VUSA also works with New Zealand travel planners. Expands our International Visitor Marketing Outreach. Connects with wider network of Travel Professionals to be at the top of their mind for hotel and destination recommendations. Facilitates Communication between outbound operators and myself. Allows us to grow the Explore Auburn brand. 2) Tour OperatorLand TourOperatorLand is designed to help professional travel planners design trips for their clients with trade content. Travel Planners consist of 39% in the US, 39% outside the US. The remaining members are travel media, travel agents based inside and outside the U.S, and meeting planners. BENEFITS: TourOperatorLand aggregates sample itineraries, hi-res royalty free photos, destination contacts, commissionable products. Currently Bellingham, Seattle Southside regional Tourism Authority, Port of Seattle are only other destinations in WA. We would receive ideal placement on destinations page as they are alphabetically listed. ASK: While they offer a Premium Package ($2,950 per year) and Platinum ($3,950 per year) package, I am requesting the Basic Package at $1,950 + $300 for additional hotel images ($150 each). The ability to have two itineraries on our dedicated page, trackable alerts and lead generation, email blast to 5,000 travel operators, trackable hotel images, inclusion in three of their marketing campaigns. Total Ask: $2,250 3) WA Meeting Planners International Meeting Professionals International (MPI) is the largest meeting and event industry association worldwide. Founded in 1972, MPI provides innovative and relevant education, networking opportunities and business exchanges, and acts as a prominent voice for the promotion and growth of the industry. BENEFITS: Washington Chapter membership ASK: $489 per year, $50 application fee Travel Trade Partnerships Request: Visit USA (Australia) $350 + WA MPI $539 +Tour OperatorLand $2,250 =$3,139 2019 Travel Tradeshow Participation Proposal 1) Active America China - Receptive Edition- San Gabriel, CA Sept. 17 -18, 2019 BENEFITS: Continues relationships with receptive tour operators that service the Chinese market, four attended conference in Anchorage; the ability to meet new ones as Seattle is the gateway to other west coast destinations; Creates awareness of Auburn as a destination for a segment of travelers that align with what Auburn has to offer; Receptive tour operators tend to book group travel for Chinese wholesale tour operators; One-on ones with 30 – 40 Receptive Tour operators in the SGV. Registration Fee: $2,895 Air: $260 Hotel: $390 Total: $3545 2) Go West Summit – Portland, OR – March 24 – 27, 2020 • BENEFITS: Buyers are Internationally-Based Tour Operator or Wholesaler - Receptive Operator that sell pre-packaged or customized multi-day tours to Go West Summit States and Canadian provinces and represent 22 countries; pre-qualified travel journalists at event; One-on ones with 25+ Wholesale and Receptive Tour operators. Registration Fee: $2,595 early pricing before June 1, 2019 Gas: $80 Hotel: $548 Total: $3,223 Expands our International Visitor Marketing Outreach. Generate leads and contacts for Auburn hotels for targeted market segment of FIT; fly/drive; leisure and value focused travelers. Facilitates Communication between domestic and international operators and myself. Allows us to grow the Explore Auburn brand. 3) Active America China – San Diego, CA March 30 – April 2, 2020 BENEFITS: Continues relationships with receptive tour operators that service the Chinese market; the ability to meet new ones as Seattle is the gateway to other west coast destinations; Creates awareness of Auburn as a destination for a segment of travelers that align with what Auburn has to offer; Mix of Receptive and Wholesale tour operators; one-on Ones with 25+ that are looking for new destinations and tourism products; tend to book group travel for Chinese wholesale tour operators; One-on ones with 25+ Wholesale and Receptive Tour operators from China and the US. Registration Fee: $2,895 Air: $307 Hotel: $368 Total: $3570 Travel Tradeshow Participation Request: Active America China Receptive - $3,545 Go West - $3,223 Active America China 2020 - $3,570 =$10,363 2019 – Q1 2020