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Home My WebLink About11-14-2019 Agenda Packet Auburn Tourism Board Meeting Thursday, November 14, 2019 10:00 -11:30AM COUNCIL CHAMBERS AGENDA I. CALL TO ORDER a. Roll Call II. APPROVE OCTOBER MEETING MINUTES III. OLD BUSINESS Tourism Updates (Hotels, Membership…) i. Tourism Coordinator update (Doug) ii. Rules of Procedure (January) iii. AAFF (Doug) a. Film submission cutoff date extended 1 week b. Timeline & Directors c. Draft Budget iv. Spotlight Ad – concepts v. September Financials vi. Review Draft 2019/20 Tourism Program IV. NEW BUSINESS i. Review of Terms: Board Members (exp 2019) ii. 2019 Lodging Tax Grant Program Update iii. Review Proposed 2019/20 Grant Program timeline IV. AROUND THE TABLE iv. ATB Member initiatives & results, partnerships between tourism businesses in Auburn V. 2020 ATB MEETING a. Next ATB Meeting Thursday January 9, 2020 a. LTAC would like to attend to have a joint strategy session/conversation. VI. ADJOURNMENT I. CALL TO ORDER a. The meeting was called to order at 10:00 am by Chairman Roberts. b. Board Members present: Chair Ron Roberts; Vice Chair Rachael McAlister; Edgar Vidal; Malia Dale, Kacie Bray, Julie Kruger; Lacey Katz; Phil Hernandez c. Staff Present: Tanya Carter, Economic Development Officer, Doug Lein Economic Development Manager II. APPROVE September MEETING MINUTES I. Board Member Phil Hernandez motioned to approve the September meeting minutes. Chair Roberts seconded the motion. a. Minutes to be amended with correct member titles. III. GUEST ATTENDEES a. Nicole Paulson Ramos – Catering Director at Muckleshoot Casino shared about the current status of construction . IV. OLD/ONGOING BUSINESS a. Tourism Updates (Hotels, Membership…) i. Economic Development Manager Lein indicated Tourism Coordinator interviews were ongoing but no Coordinator was selected at this time ii. Manager Lein shared that membership was paid to the Seattle Sports Commission & he was sitting on the Commission. He indicated he attended one meeting so far. 1. Chair Roberts asked for clarification on how the decision to have another person represent Auburn, other than who the Tourism Board recommended (Staff person Carter), was made. Chair Roberts requested clarification of what the procedure is when a decision is made contrary to what the Tourism Board advises. Economic Development Manager Lein explained that the Commission membership was in the end paid by the Economic Development Department & not the Tourism budget. Member Bray articulated what the Boards’ understanding previously was and Economic Development Manager Lein explained he would review what had happened from the meeting minutes but that finally Economic Development funded the Commission seat. Chair Roberts thanked Manager Lein for the clarification. iii. Economic Development Officer Carter summarized the decision that needed to be made on the Rules & Procedures. Hotels can attend, if the Rules & Procedures are amended, to reflect that audience can attend and Auburn Tourism Board Meeting Thursday, October 17, 2019 Council Chambers MINUTES make comments during agenda items, but don’t have voting rights. Chair Roberts summarized again how this request came to be. Manager Lein suggested exploring the solution that the BIA has, which is to have alternates instead of an audience. Economic Development Officer Carter confirmed that she would ask City Attorney to amend the Rules & Procedures this way. Chair Roberts motioned to table the discussion until after staff checked with legal on alternates. Member Hernandez seconded. iv. Economic Development Officer Carter introduced the AAFF budget and 2020 changes. Member Bray suggested that t shirts be kept in the budget, but for staff not for sale. Member Bray also suggested to post tickets for sale on Groupon. Economic Development Officer Carter also suggested after selling on Groupon to provide tickets to businesses as community builder. Chair Roberts asked Manager Lein about the film Directors. He shared that one had been hired. Member Bray suggested the train tressle & sounder station should be used as banner placements for the festival. Chair Roberts reminded the banner should have a changeable date. Member v. Economic Development Officer Carter shared that the Tourism Summit would be end February and include rollout of the 2020 plan. vi. Spotlight Ad will be presented next month per Economic Development Officer Carter. vii. The Tourism MICE web page will be tabled until a tourism coordinator is hired per Economic Development Officer Carter. V. NEW BUSINESS a. Member Bray presented her request on the chamber brochures. She asked the Board to consider providing $16,000 for one year/172 locations for the distribution of the brochures around the Sound through Certified Distribution. Officer Bray suggested to add Buy Local Decals in the brochure. She indicated a decision was necessary in the next weeks. Chair Roberts suggested to table the decision until after the budget presentation. b. Economic Development Officer Carter presented the new updated tourism strategy & budget document to the Board. A discussion ensued about how the document was developed and what the components of it are. Economic Development Officer carter suggested to use the new document to vet the Chamber request of $16000. Vice Chair McAlister commented the Board needs to determine what the main goals are for 2020. VI. NEXT MEETING a. Next ATB Meeting: Thursday, October 17th at 10AM in Council Chambers VII. ADJOURNMENT – Chair Roberts adjourned the meeting at 12:01 PM & Officer Krueger seconded. ________________________________ ____________________________________ RON ROBERTS, CHAIR TANYA CARTER, ECONOMIC DEVELOPMENT OFFICER RESOLUTION NO. 5411 EXHIBIT A 2019 Lodging Tax Grants Motion: Committee Member Faltenberger motioned to recommend to City Council to approve the funding requests for Auburn Parks’ Petpalooza event for $5,000, and $3,500 for Auburn Parks’ Veterans Day and Parade. Committee Member Fraser seconded the motion. Motion passes unanimously. Event: Veterans Day Parade ____________________________ Amount Requested: $3,500.00 • Funds for digital marketing on social media throughout the state focusing on Veterans, supporters of Veterans, active military, the military base cities outside of a 50+ mile radius. • Event to be held November 9, 2019. • Previous parades with 25,000 people in attendance and 6,000 parade participants. • Puts heads in beds with from parade participants and band competition. Event: Petpalooza ___________________ Amount Requested: $5,000.00 • 2018 Attendance: 9,000 attendance • Event is on May 18, 2019. • Funds are for advertising event via social media and pet related publications. • This beloved Auburn annual event puts heads in beds. 2019 Total Grants Recommended by the LTAC: $8,500.00 Approved Amount $5,000.00 Approved Amount $3,500.00 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 2019/20 GRANT TIMELINE Promoting our thriving community LTAC Meeting | November 13, 2019 2019 GRANT PROCESS TIMELINE GRANT RECIPIENT EVALUATION CRITERIA CLARITYELIGIBILITY COMMUNITY BENEFIT COST EFFICTIVENESS MARKETING TOURISM REACH SCORING SCORING SHEET Lodging Tax Advisory Committee As of 7.16.19 Name Organization Term Role Service Expiry Date Mayor Nancy Backus Chair Elected Official Andy Cho, Owner Best Western Plus Mountain View 3 year *R 12/31/2021 Reggie Matto, Owner Clarion Inn 3 year *R 12/31/2020 Aman Ghag Comfort Inn 3 year *A 12/31/2020 Bob Fraser Emerald Downs 3 year 12/31/2019 Susan Roberts, Owner Gosanko Chocolates 3 year 12/31/2021 Christian Faltenberger, GM Outlet Collection 3 year 12/31/2019 ATB - Auburn Tourism Board As of 3.13.19 Name Organization Term Role Service Expiry Date Ronnie Roberts, Owner Gosanko Chocolate 3 year Chair 12/31/2019 Rachael Mc Alister White River Valley Museum 3 year Vice 12/31/2020. Edgar Vidal, Sales and Marketing Director Emerald Downs 3 year 12/31/2021 Julie Krueger Parks and Recreation 3 year 12/31/2020. Lacey Katz, Marketing Director The Outlet Collection 3 year 12/31/2021 Malia Dale, GM Red Lion 3 year 12/31/2019 Kacie Bray, CEO Auburn Area Chamber of Commerce 3 year Phil Hernandez Green River / Citizen 3 year 12/31/2022 Diane Witt (pending)Holiday Inn 3 year 12/31/2022 Tawnya Huspeth (pending)Best Western 3 year 12/31/2022 Must have at least seven members with at least one serving in a capacity of one, two, and three year terms at the start. * = Three must collect tax (hotels), R = two regular members A = one alternate ^ = Three members must be involved in activities funded by LTAC Elected Official Quorum = 4 members ATB Must have no more than ten members with at least one serving in a capacity of one, two, and three year terms at the start. Quorum = 6 people 2019 Budgeted NOTES Revenues: Marketing Fund $35,000 additional $13k per Doug Lein 9/27/19 Ticket Sales $0 Sponsorships $0 Submission Fees $700 Total Revenues $35,700 Expenditures: Festival Director $10,400 Theatre Rental $710 Janitorial Services $390 Sound & Light Tech: $27/hr. based on 31 hours $2,440 Festival Website $1,050 Laynards $68 Banner $1,479 dbl sided banner, main street jan 14-28, 2019, WE R BOOKED 2/10 - 2/24 2020 Legal Services Trademark $1,104.50 Film Festival Trademark Poster Distribution $344 Subtotal $17,986 2 marketing target audiences/campaigns: 1) Film Makers 2) Film Watchers If we want x film makers - whats the conversion rate we need if we want x audience, whats the conversion rate we need. NO IMPRESSIONS! - We need ticket sales - so actual conversions Also - we want 1 Gala after party, 1 Saturday night party…need to budget Draft AAFF 2020 BUDGET ROLE OF TOURISM OBJECTI VES STRATEGIES TO SUPPORT ROLE OF TOURISM ACTIVITIES TO SUPPORT STRATEGIES SUCCESS MEASURES- ROI 2019 BUDGET CODE 2019 $ ACTUAL EXPENDITURE 2018 $ EXPENDITURE PROJECT CARRYOVER 2019 $ FORECAST #1: LEAD GENERATION 1 DEVELOP TOURISM DEMAND GENERATORS 1A ATTRACT MEETINGS & EVENTS (1) 1 WARM LEAD PER QUARTER ATTEND MEETINGS & EVENTS (4) 1 WARM LEAD PER EVENT ACTIVE AMERICA CHINA SUMMIT 557.300.41 886.00$ ACTIVE AMERICA CHINA SUMMIT 557.300.49 3,995.00$ MEETING PLANNERS 557.300.49 40.00$ GO WEST SUMMIT (2020)557.300.49 2,595.00$ NW EVENT SHOW 557.300.49 28.78$ VISIT USA (OZ) MICE WEBPAGE 557.300.41 2,650.00$ WTA 557.300.49 166.67$ Wa. FESTIVALS & EVENTS 557.300.49 795.00$ US CHINA LEADERSHIP SUMMIT GRC WEDDING SHOW 1B GROWING INTERNATIONAL TOURISTS (2) KOREAN AMERICAN SPORTS FESTIVAL 2,500.00$ GRC INT"L STUDENT ORIENTATION 1C INCREASE SHOULDER SEASON HOTEL BOOKINGS STR REPORTS YOY CYOA AD CAMPAIGN 557.300.44 3,183.89$ 1D 2020 AAFF (1)50% MORE ATTENDANCE THAN LAST YEAR AAFF 2019 ~110 attended over 3 days 557.300.41 7,797.78$ AAFF 2019 557.300.44 1,914.99$ AAFF 2019 557.300.41 16,024.00$ AAFF 2020 35,000.00$ #2: DESTINATION AWARENESS, INCREASE COLLABORATION 2 CROSS PROMOTIONAL COLLABORATIONS 2A POTENTIAL OPPORTUNITIES (ALL IN CITY) (19) ??/ HOWs DIFFERENT THAN OBJ 5A & 7 ICE SKATING TICKETS 557.300.41 150.00$ WEBSITE UPDATES 557.300.41 950.00$ 75.00$ BIA MAP REPPRINT 557.300.30 -$ COASTER PROMO 557.300.41 3,223.42$ COASTER PROMO 557.300.44 3,972.39$ FORTUNE COOKIES 557.300.41 197.00$ EMERALD DOWNS PARTNERSHIP 557.300.41 5,000.00$ AUBURN MAGAZINE Summer AUBURN MAGAZINE Fall AUBURN MAGAZINE Winter SUMMER POSTER AUTUMN POSTER WINTER POSTER FARMER'S MARKET AUBURN FEST PETPALOOZA GRANT/LTAC SEATTLE PARROT EXPO 2,000.00$ HOPS N' CROPS 3,000.00$ GEOCACHING 1,100.00$ VETERANS DAY PARADE 3,500.00$ ASD NEW TEACHERS AUBURN TOURISM SUMMIT SOCIAL MEDIA CALENDAR CONCIERGE DIRECTORY HOTEL NEWSLETTER AUBURN REPORTER RESIDENT GUIDE retarget to regional not "in auburn" 3 ENHANCE VISITOR EXPERIENCE 3A IMPROVE ACCESSIBILITY TO TOURISM ASSETS SHUTTLES/HOP ON- OFF/WAYFINDING Concert Shuttle ROLE OF TOURISM OBJECTI VES STRATEGIES TO SUPPORT ROLE OF TOURISM ACTIVITIES TO SUPPORT STRATEGIES SUCCESS MEASURES- ROI 2019 BUDGET CODE 2019 $ ACTUAL EXPENDITURE 2018 $ EXPENDITURE PROJECT CARRYOVER 2019 $ FORECAST 3B CREATE WELCOMING AMBIANCE FOR INTL VISITORS MULTILINGUAL/C ULTURAL APPROPRIATE FOR TARGET INTL VISITORS IDENTIFIED IN OBJECTIVE #1B 5 STRENGTHEN REGIONAL TOURISM PARTNERSHIPS What does strengthen mean? Why do we want to strengthen? So they can promote us? So we get "something" from them? Our decision may change success measures below 5A LOCAL PARTNERHSIPS/COMMUNITY OUTREACH COLLABORATE ON X# EVENTS 5B REGIONAL PARTNERSHIPS PROMOTE ON THEIR PLATFORMS Spotlight PoS Ad 557.300.44 566.02$ Spotlight PoS Ad Seattle Sports Commission charged to ECDEV budget per DL 3,000.00$ SHOWCASE MEDIA MAGAZINE ADS 557.300.41 1,479.00$ 1,479.00$ 5C NATIONAL PARTNERSHIPS INVITE PARTICIPATION FROM NATNL LEVEL VISIT USA MEMBERSHIP (OZ) 557.300.41 322.98$ #3: PROVIDE RESOURCES (RESEARCH & ANALYSIS) 4 SPEND MARKETING DOLLARS STRATEGICALLY THIS OBJECTIVE GOES AWAY IF YOU HAVE TACTICS THAT TIE TO STRATEGIES & SUCCESS MEASURES! 6 STUDY TRAVEL TRENDS IDENTIFY METRICS WE NEED TO REGULARLY TRACK Competitive Analysis Purchase Hotel capacity Study Purchase TPA Study WTA Stats/Data Visit Seattle Stats/Data 7 DEVELOP MORE TOURISM PRODUCTS (PACKAGES) CREATE 3 AUTHENTIC 8 OPERATIONS/SUPPLIES/TRAVEL/ MISCELLANEOUS SALARY 557.300.10 23,173.39$ 7,473.48$ BENEFITS 557.300.20 5,844.70$ -$ SUPPLIES 557.300.30 1,022.49$ TRAVEL 557.300.43 504.13$ OPERATING TRANSFERS OUT 557.300.55 5,000.00$ 2019 ACTUAL $ 72,808.63 $ 16,024.00 $ 61,777.48 $ 134,586.11 $3k SSC actually in ED budget