2018-2022 Strategic Tourism Plan Process (2016/17)
Transcript of 2018-2022 Strategic Tourism Plan Process (2016/17)
Welcome!
TOURISM 2.0 TOURISM 2.0 – WHAT IS IT?
• New inter-agency collaborations and external
resources
• New focus on developing regional experiences and
action plans • County Parks, Recreation and Tourism (SCPRT)
• Expanded investments in new tourism marketing
and communications• Snohomish County Tourism Bureau (SCTB)
TOURISM 2.0 STP ROLES AND RESPONSIBILITIES
SCTB
Destination Marketing
and Promotion
Marketing, Promotion and Advertising
Branding
Website and Social Media Engagement
Tourism Research
Public Relations and Communications
Meetings, Conventions and Groups
Marketing and Sales
Sporting Events Marketing and Sales
Visitor Services
Collateral Materials
Statewide Cooperation
Industry Education
SCPRT
Sustainable Destination
Development
Sustainable Regional Destination
Development, Marketing and Promotion
Regional Bike Trail Network
Visitor Capacity Planning
Trails and Trail Town
Development
Mobile Connectivity and Open Data
Visitor Wayfinding
Lodging and Facility Options
Aviation District and
Commercial Air Service
Events and Festivals
Seasonality
Infrastructure Gaps
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
Wayfinding - Paine Field Aviation District
Paine Field Aviation District
Attractions:
• Flying Heritage and Armor
Museum
• Future of Flight & Boeing Tour
• High Trek Adventures
• Historic Flight Foundation
• Museum of Flight Restoration
Center
Paine Field Aviation District
Partners:
• City of Everett
• City of Mukilteo
• Mukilteo Chamber of Commerce
• Paine Field Aviation District
Lodging
SKYKOMISH – SNOHOMISH RIVERS RECREATION COALITION
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
2018-2022 STRATEGIC TOURISM PLAN
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
WHAT DIDN’T WORK
TOURISM 1.0 – ZONES OF EXPLORATION
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
TOURISM 2.0
“BASECAMP
COMMUNITIES”
“SKYKOMISH-
SNOHOMISH
RIVER VALLEYS”
“STILLAGUAMISH-
SAUK RIVER
VALLEYS”
TOURISM 2.0: WHAT WE LEARNED
“COASTAL
COMMUNITIES”
SNOHOMISH COUNTY TOURISM SUMMIT 2018
TOURISM 2.0
“BASECAMP
COMMUNITIES”
“SKYKOMISH-
SNOHOMISH
RIVER VALLEYS”
“STILLAGUAMISH-
SAUK RIVER
VALLEYS”
UNINCORPORATED
SNOHOMISH CO.
LOCAL LODGING TAXES FOR 2017
“COASTAL
COMMUNITIES”
$504,547.47
$422,513.22 $1,876,468.47
$184,293.51
$213,930.82
SNOHOMISH COUNTY TOURISM SUMMIT 2018
Welcome!
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
SCPRT and SCTB:Enhanced Inter-Agency Collaboration
TOURISM 2.0 STP ROLES AND RESPONSIBILITIES
SCTB
Destination Marketing
and Promotion
Marketing, Promotion and Advertising
Branding
Website and Social Media Engagement
Tourism Research
Public Relations and Communications
Meetings, Conventions and Groups
Marketing and Sales
Sporting Events Marketing and Sales
Visitor Services
Collateral Materials
Statewide Cooperation
Industry Education
SCPRT
Sustainable Destination
Development
Sustainable Regional Destination
Development, Marketing and Promotion
Regional Bike Trail Network
Visitor Capacity Planning
Trails and Trail Town
Development
Mobile Connectivity and Open Data
Visitor Wayfinding
Lodging and Facility Options
Aviation District and
Commercial Air Service
Events and Festivals
Seasonality
Infrastructure Gaps
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
SCTB Scope of Work
• Marketing Strategies, Programs and Campaigns
Website
Social media engagement
Collateral and brochure development and
distribution
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SNOHOMISH COUNTY TOURISM SUMMIT 2018
• Direct Sales Efforts
Trade shows
Sales missions
Direct sales activities
Membership organizations
• Media Relations
• Visitor services / convention and event services
• Stakeholder Education
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
• Branding
• Advertising and cooperative marketing opportunities
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
The STP identified the top trending markets:
• Millennials
• Active adventurers
• Bleisure
• Multi-generational travelers
• Shopping tourism
• Athletic events
• Walk ‘n roll
• Collaborative Consumption
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
Tyler Chism & Laura Chism – Milltown Creative
Todd Gibson & Victoria Barylskaya – Gibson Media
Welcome!
Creative Design &Content Creation
SNOHOMISH COUNTY TOURISM
HELLO, THERE!We’re Milltown Creative Co. and we’re a
friendly bunch of creative professionals from Everett.
About Us
• We’re born and raised in Snohomish County
• We’re visual artists and content producers
• We understand tourism
Our Creative Ethos
Create Delight“Keep in mind that people forget the words you speak to them, but remember how you have made them feel” - Maya Angelou
Provide Value• Give before you ask
• Get to know your audience
• Learn what they want and give it to them, no strings attached
• Be a welcome addition to our audience’s day
Keep it Simple• Creative work should be
poignant with a clear information hierarchy
• If something doesn’t add value to the user’s experience, then it doesn’t belong
Be Consistent• With the brand visuals, voice,
and personality
• Deliver on promises
2018 Scope of Work
Re-Envision the Brand
Create an authentic
brand strategy
Identify our ‘tribe’ and
build corresponding
personas to help guide our
strategy
Create a voice and point-of-view for our
brand
Create a compelling,
usable visual language
Regional Branding
Study regional assets and unique
personalities
Create a complementary identity for each
region
Content Marketing
Create a content marketing
strategy that supports our overall brand
strategy
Develop 3-5 pieces of content
per week that are compelling
to our target audience
Measure outcomes
Advertising Creative
Develop on-brand creative assets and campaigns for ad
placements managed by Gibson Media
Public Relations
Develop advocates and
continue to build strong relationships
with them
Do the work for them
Create a media and public relations
strategy and plan
Assist with the New Website
Develop visual assets and marketing copy for
use on a new web platform
Progress to Date
Relevant Consumer Trends
Transformative travel
The Enlightened
Explorer
The Enlightened Explorer
• Interested in visiting Seattle or the Pacific Northwest.
• Or live in Seattle and are interested in getting out of the city.
• People that don’t follow the herd.
• Not interested in a manufactured experience, would prefer to experience the place as a local.
• Seeks mental and physical wellness and awareness or interest in the role of the outdoors in providing this.
• Interested in Pacific Northwest culture and values.
OUR IDEAL VISITOR
• Values the outdoors, as an asset for recreation and as something to be preserved.
• Supports brands that are responsible and inclusive.
• Prefers to patronize small businesses over large chain stores.
• Enjoys interesting food and drink.
• Seeks personal growth as a result of their trip.
Outdoor Adventurers
This visitor’s primary motivation for travel is outdoor recreation.
• Adrenaline Seekers(rock climbing, mountain biking, sky diving, back-country snowboarding, etc.)
• Outdoorsperson(hunting, fishing, etc.)
• Casual Outdoor Recreation Seekers(hiking, skiing, snowshoeing, etc.)
Pacific NorthwestExplorers
This visitor’s primarily motivation for traveling is exploration.
• Walk and Roll
• Multi-generation Travel
• Millennials
Attraction and Event-based Visitors
This visitor is primarily motivated to come to Snohomish County by a specific attraction or event.
• Sporting Events
• Festivals
• Gaming Tourism
• Shopping Tourism
• Aviation Museums
• Business Events and Conferences
Next Steps
Welcome!
S N O H O M I S H C O U N T Y T O U R I S M
Media Strategy &Tactics
Creative/right-brain
TODD
VICTORIA
Account Management Team:
We’re Gibson Media, a strategic mediateamlocatedinPioneerSquare.
Creative/right-brain
DESTINATION MARKETING:
• To u r i s m Wa l l a Wa l l a
• A l l i a n c e f o r P i o n e e r S q u a r e
• I n t e r n a t i o n a l D i s t r i c t ( C h i n a t o w n )
• C i t y o f We s t p o r t
• N e w a r k ( G N C V B )
• F r i e n d s o f Wa t e r f r o n t S e a t t l e
• S o u t h L a k e U n i o n
• H o p e 2 5 3 ( P i e r c e C o u n t y )
• T h e C o u n t r y o f D e n m a r k
You are working with a team who…
Benefits to Snohomish County
Knows how to bring new money into a region.
Understands how to work with LTAC, TPA, CVB’s,
Cities, County Governments, and creative
partners.
Can leverage destination tactics that have proven
effective to help Snohomish County.
Knows how to reach distinct populations and save
Snohomish County money.
Depth over width:
• Concentrate media dollars
• Build frequency with our core audience
• Data driven approach: optimize as we go
High Level Strategy
Audience Identification:
Distill and target keypersonas in partnershipwith Milltown
Portland-4+hourdrive VancouverBC- 3+hourdrive
Portland, Vancouver, BC + Eastern WA:
• Portland, Vancouver B.C., and Eastern WA are far enough away thataccommodations off I-5 are convenient.
Eastern,WA- 3+hourdrive
Market Selection:
Seattle Bellevue
Seattle and Bellevue:
• In order to raise awareness among local residents and increase day
visitation, both Seattle and Bellevue will serve as important markets.
Market Selection:
• With flights coming to Paine Field in the fall, we willcapitalize on corporate airline marketing initiativeswith Digital campaigns in Denver & San Francisco.
Vancouver BC - 3+ hour
drive
Portland - 4+ hour
driveDenver SanFrancisco
Denver
Denver & San Francisco:
PaineField
Market Selection:
(Display/Mobile/Video/SEM/Social)• Control exact parameters
• Meet performance goal: increase web traffic andsocial media engagement
• Optimize for tactics that perform
• Measurable: detailed reporting is available
(Select Media Publications for 2018withmoreoptionsin2019)
Media Selection:
Data driven selection + Continual optimization
Approach
Digital Tactics
Behavioral: Reaching the Enlightened Explorer
Targets online users who display the following behaviors regardless of which website they are browsing
Digital Data Layers:
• Follow & re-message users that have been to www.snohomish.org website
• Continue the conversation with users who have shown interest
Re-Targeting:
• Serve ads to employees at major corporations with
pre-determined IP addresses.
• Reaching the Tech Savvy Millennial; converting day
travelers to overnight travelers with this market
Reaching: Bleisure / Tech Savvy Millennials
‣ Amazon‣ Nike‣ Microsoft‣ Lululemon
IP Targeting:
Mobile Behavioral Targeting:
• Target identified personas
through data partners
Mobile Tactics:
In-App Examples:
• Mobile device ID Capture
• Re-messaging them later
• Gain repeat business from event
goers, hikers, shoppers, etc.
Geo Targeting by Device:
Mobile Geofencing:
• Visually engaging
• Targeted
• Links the viewer directly
to the Snohomish County
website
• Measurable
Digital video provides the perfect medium to tell the Snohomish County Story:
Digital Video:
• Increase daily engagement on Facebook, Instagram and Youtube
• Leveraging User-generated content & virtual word-of-mouth
• Social media events can help convert day-trip traffic to overnight stays
Social Media:
• Reach people who are actively searching for outdoor getaways and activities in the region.
• Pay Per Click Strategy: Hundreds of keywords and dozens of AdGroups
• Keywords optimized to conversions
Search Engine Marketing:
SAMPLE KEYWORDS
HIKING NEAR SEATTLE
THINGS TO DO NEAR SEATTLE
HOTELS NEAR SEATTLE
Measurement
• Display: by tactic/month/size, etc.• Mobile: by device, demo, gender,
session length, etc.
• Video: by session, completion rate,engagement activities, etc.
• Social: by likes, shares, reposts, etc.
• SEM: (hundreds of keywords)
Measurement:
Looking Ahead:Regional Campaigns
TOURISM 2.0
“BASECAMP
COMMUNITIES”
“SKYKOMISH-
SNOHOMISH
RIVER VALLEYS”
“STILLAGUAMISH-
SAUK RIVER
VALLEYS”
“COASTAL
COMMUNITIES”
SNOHOMISH COUNTY TOURISM SUMMIT 2018
• 2019 Regional Marketing roll-out
• Facilitate future co-op opportunities
Regional Campaigns:
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
David Beurle
Jim Haguewood
Lehna Malmkvist
May 15, 2018
Regional Destination Development Action
Planning
TOURISM 2.0
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Current and recent visioning and planning projects
TOURISM 2.0
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Current and recent visioning and planning projects
TOURISM 2.0
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Snohomish Countyx
Methodological Approach
DiscoveryDifferentiationCollaboration
Delivering the Outcomes
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Future iQ Scope of Work2017:
Baseline Assessment & Focus Groups
2018-2019
• Focus on Strategy 2.1 of the Strategic Tourism Plan
• Future Think-Tank Workshops
• Regional Sustainable Tourism Destination Development Action Plans
• Organizational Function, Structure and Funding
• Integration with Marketing and Promotions Strategies
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
Snohomish County Baseline Assessment
HIGHLIGHTS
• There has been good progress and alignment in
2017
• Proposed strategies were strongly validated as
important
• Strong optimism about the Strategic Tourism
Plan’s potential
• Strong validation of regional approach
• Recognition of the importance of connecting
across regions
Recognition of the importance of
Sustainable Tourism as a key
underpinning philosophy and
approach.
TOURISM 2.0
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TOURISM 2.0
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Snohomish CountySustainable Tourism Definition
• Is integrated with our local communities in a way that is respectful of our diverse heritage and culture;
• Provides visitors with authentic, place-based, educational experiences that leave them feeling enriched and inspired;
• Creates lasting financial and social benefits for local residents, businesses, and communities across our County;
• Is supported by public policies with organizational support and funding; and,
• Maintains, or contributes to, the health and vibrancy of our natural environment.
TOURISM 2.0
“BASECAMP
COMMUNITIES”
“SKYKOMISH-
SNOHOMISH
RIVER VALLEYS”
“STILLAGUAMISH-
SAUK RIVER
VALLEYS”
2018 VISITOR REGIONS
“COASTAL
COMMUNITIES”
SNOHOMISH COUNTY TOURISM SUMMIT 2018
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
Destination Development Plan
Strategic planning to develop quality tourism destinations
offering remarkable products and experiences that are authentic,
driven by visitor demand, and exceed expectations.
Focuses on the supply side of tourism including:
• planning, policy and capacity building efforts
• addressing impediments to tourism growth
• product and event development
• access, infrastructure, and wayfinding
• tourism investment and funding
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SNOHOMISH COUNTY TOURISM SUMMIT 2018
What are the most important factors that will shape the visitor experience in the future?
Your input…
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
What are the key drivers that will shape the resident’s relationship to the tourism industry?
Your input…
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
As society evolves, what new characteristics might define Sustainable Tourism in 10-15 years?
Your input…
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
Snohomish CountySustainable Tourism Definition
• Is integrated with our local communities in a way that is respectful of our diverse heritage and culture;
• Provides visitors with authentic, place-based, educational experiences that leave them feeling enriched and inspired;
• Creates lasting financial and social benefits for local residents, businesses, and communities across our County;
• Is supported by public policies with organizational support and funding; and,
• Maintains, or contributes to, the health and vibrancy of our natural environment.
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
Next Steps...
TOURISM 2.0
SNOHOMISH COUNTY TOURISM SUMMIT 2018
Future Think-Tank Workshops4 Regional Events – June 18-21
• Determining how “future ready” we are
• Review of important global, national and local trends
• Exploration of the key “drivers” shaping the future
• Formation of four plausible scenarios for the future
• Identification of the preferred and expected future, and implications
• Action steps within the Strategic Tourism Plan framework
Registration Invitation - May 16, 2018
Pre-Think-Tank Survey – June 1, 2018
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Plausible
Scenario
Matrix
TOURISM 2.0
“BASECAMP
COMMUNITIES”
REGIONAL FUTURE THINK-TANK WORKSHOPS
Wednesday, June 20, 2018
9:00am – 4:00pm
Northwest Stream Center
at McCollum Park SNOHOMISH COUNTY TOURISM SUMMIT 2018
“STILLAGUAMISH- SAUK
RIVER VALLEYS”
Tuesday, June 19, 2018
9:00am – 4:00pm
Hadley Hall at the
Arlington Boys & Girls Club
“SKYKOMISH-SNOHOMISH
RIVER VALLEYS”
Monday, June 18, 2018
9:00am – 4:00pm
4H Building – Evergreen State
Fairgrounds
Thursday, June 21, 2018
9:00am – 4:00pm
Future of Flight Aviation
Center
“COASTAL
COMMUNITIES”
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SNOHOMISH COUNTY TOURISM SUMMIT 2018
Project Information and Contacts
Project Information and Announcements
http://lab.future-iq.com/snohomish
Review the Snohomish Tourism Plan (STP)
https://snohomishcountywa.gov/3914/2018-2022-Snohomish-County-Strategic-Tou