HomeMy WebLinkAbout05-16-2019 Minutes F,XPLORE
otfah Auburn Tourism Board Meeting
May 16, 2019— 10:00 AM
Council Chambers
EXPLOREAUBURN.COM MINUTES
I. CALL TO ORDER
The meeting was called to order at 10:00am by Vice Chair McAlister.
Board Members present:Vice Chair McAlister; 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;Tanya Carter, Economic Development
Coordinator.
II. APPROVE APRIL MEETING MINUTES
Board Member Bray motioned to approve the April meeting minutes. Board
Member Dale seconded the motion.
MOTION PASSES UNANIMOUSLY 5-0.
III. OLD BUSINESS
Tourism Updates
a. Lodging Tax Community Grants
Coordinator Chachere reported that the LTAC recommendations were
approved by City Council on May 6th.The dollar amounts of the Tourism
Board's recommendations had been adjusted by the LTAC before going
to Council.
b. Airport Spotlight Ad Update
The current ad at Sea-Tac airport is already outperforming the previous
year's ad in terms of viewers and length on webpage according to Google
Analytics, reported Coordinator Chachere.
c. Emerald Downs Partnership Update— Due to the fund's inability to
manage a contest giveaway, the Auburn Area Chamber of Commerce has
agreed to do so. Signage is being finalized to be placed at the three
service desks at Emerald Downs.
d. Auburn Adventure Film Festival Update—The finalizing of the contract
for the Film Festival Director is in the works.
e. Hospitality FAMs&Community Tabling— Coordinator Chachere will be
focusing on community visibility by and engaging visitors at summer
events such as Petpalooza, AuburnFest, Auburn Int'l. Farmer's Market, to
generate awareness of tourism assets to visitors and locals alike.
f. White River Amphitheatre Concert Season—All hotels have been invited
to a meeting scheduled for Tuesday, May 21st to discuss shuttle options
for hotel guests to ensure a seamless experience and enhance the visitor
experience to the White River Amphitheatre for the upcoming season.
g. March Financial Report—A template provided by Finance that
Coordinator Chachere will update monthly will help identify expenditures
more succinctly as it aligns with the budgeted line items to the fund.
■ 2019 Tourism Marketing Initiatives (Action Items)
a. Trade Show Participation and Travel Planners Collaboration
Proposal—Coordinator Chachere shared two separate proposals
for tradeshow participation and for travel trade collaboration to
increase exposure for Explore Auburn and Auburn hotels, and to
encourage hotel bookings. Board Member Bray requested a
tracking sheet to monitor metrics and ROI.
Vice Chair McAlister made a motion to fund the Tradeshow
Participation proposal in the amount of$10,363 from the 2019
budgeted marketing line item to proceed with a tradeshow plan
through Q1 2020. Board Member Roberts seconded the motion.
MOTION PASSES UNANIMOUSLY 5-0.
Board Member Bray made a motion to fund the Travel Planners
Collaboration proposal in the amount of$3,139 from the 2019
budgeted marketing line item to proceed with Vice Chair
McAlister seconded the motion.
MOTION PASSES UNANIMOUSLY 5-0.
b. Explore Auburn Selfie Summer Promotion Research—Based on
the suggestion by Board Member Bray at the April meeting,
research identifying the target demographic at all of the key
tourism attractions was conducted by Coordinator Chachere.
Based on those findings, there would be only one venue with the
demographics and user habits on social media that would be a
good fit for the promotion. In a case to utilize the marketing
funds wisely, the Creative Committee declined to advance the
suggested promotion since it would only benefit one venue.
c. Summer Promotion Proposal—The City's Creative Team
assessed the other previous recommendation by Smarthouse
Creative of a coaster promotion to be dispersed at key
attractions, Downtown businesses, and participating hotels to be
launched in June—September as a way of encouraging increased
visitor accounts to Auburn tourism assets. Discussion ensued
regarding objectives, cost, duration, assets with the following
recommendations:
PROMOTION OBJECTIVES
• Drive traffic to website
• Generate awareness of tourism assets
LOCATIONS FOR DISTRIBUTION
• Oddfellas
• Golf Course
• Breweries
• Hotels
• 100-250 at each location,variety
ASSETS
Emerald Downs—horse
Chocolate
Beers
Golf
No QR code
BACK
For more adventures:
ExploreAuburn.com
#chooseyourownadventure
DURATION
JUNE -SEPT
COST
Aim for around $0.35 cost per each one
Vice Chair McAlister motioned to fund a summer coaster promotion contingent
that the suggestions of the Tourism Board be used and that cost not exceed
$2,500 which would be funded from the 2019 Marketing budgeted line item.
Board Member seconded the motion.
MOTION PASSES UNANIMOUSLY 5-0.
J
.
IV. NEW BUSINESS(ACTION ITEM)
a. Elect Chair
Board Member Roberts nominated himself.There being no other
nominations, Vice Chair McAlister motioned to elect Board Member Roberts
as Chair. Board Member Bray seconded the motion.
MOTION PASSES UNANIMOUSLY 5-0.
V. NEXT MEETING
The June meeting is on Thursday, June 20th at 10AM in Room #3, Second
Floor, City Hall.
VI. ADJOURNMENT
There being no more business to discuss,the meeting was adjourned at
11:41AM.
RON ROBERTS, CHAIR LORRAIN/H CHERE,TOURISM COORDINATOR