Snohomish County Tourism Bureau

2012 Annual Report

Tourism IS Economic Development

Visitors to Washington State spent $16.9

billion in 2012; accounting for nearly $1.1 billion in local/state tax revenues

Impact of Tourism

State Tourism Office Closed

Reality is…. All other states have some form of State

funding and/or involvement Washington Tourism Alliance is not a

sustainable organization using a membership-funded model

Our Competitors’ Budgets

Alaska

*Washington State reflects the WTA budget 2011-12 data

WTA Long Term Funding Principles Privately governed

Possibly some state funding, but not control

Broad-based responsibility

Inclusive of all sectors of the tourism industry

Currently evaluating alternative models and funding levels

Collaborative partnership with other tourism sectors

Long Term Funding Critical Issues

Dedicated funds

Industry sector balance

Sectors determine assessment method

Show Return on Investment Requested bridge funding from state

legislature

Tourism IS economic development

Travel and tourism is one of the most important “export-oriented” industries in Washington. Spending by visitors generates sales in lodging, food services, recreation, transportation, and retail businesses – the “travel industry.” These sales support jobs for Washington residents and contribute tax revenue to local and state governments.

Impact of Travel to Local Economy

Overnight Travelers to Washington State - average 2.3 people per travel party - stay 2.5 nights - spend $458 per travel party per day - totaling $16.9 billion

*travelers staying in hotels/motels

Because Tourism Matters

Effect of Tourism in Snohomish County

9,340 jobs

$ 217.3 million payroll $ 16.6 million local taxes $ 45.9 million state taxes

**Data provided by Dean Runyan and Associates March 2013

Tourism Works for Snohomish County!

Visitor spending in Snohomish County is $875.8 million per year;

Up 1% from previous year:

Restaurants $ 244.2 million Transportation and fuel $ 136.6 million Retail stores $ 121.8 million Recreation and entertainment $ 115.4 million Accommodations $ 103.4 million Grocery stores $ 52.5 million *Data provided by Dean Runyan and Associates, March 2013

Tourism Rebounds

The recovery in the travel industry is stabilizing: Washington State as a whole increased revenue 6.9% while room demand increased by just 3.3%.

Snohomish County’s recovery is being led by revenue: 10.7% increase in revenue and a 1.7% increase in demand over 2011.

*As measured by Smith Travel Research

Brief Overview of 2012 Tourism spending and

economic impact of tourism in Snohomish County was $875.8 million – up 1%.

Generated 13,176 requests for information from ads; a slight decrease from 2011

Web visitors for Snohomish.org, SnohomishCountyWeddings.com and RoomsAtPar.com; up 23.4 % over 2011.

SCTB visitor centers served 11,974 visitors. Countywide centers served 91,386 visitors.

Achieved $458,000 of free media coverage – up 4%

7,415 definite and 6,150 tentative group and convention room nights were booked in 2012 representing $21 million in economic impact.

Hotel occupancy levels were up 1.7% to 66.5%; ADR was up 8.8% leading to a increase in RevPar of 10.7%

Hotel motel tax collections were up 5.7%.

Convention and Group Tour Sales and Service

Ads were placed in meeting and event planner, reunion and sports related publications generating requests for information.

13,176 requests were received from leisure travelers (a slight decrease).

Convention and Group Tour Sales and Service

Conducted 16 familiarization tours for meeting, group tour and international tour and travel planners and domestic and international media in the communities of Edmonds, Everett, Lynnwood, Monroe, Mukilteo, Snohomish, Stanwood, Sultan and Tulalip.

Convention and Group Tour Sales and Service The Bureau conducted 4 sales missions to

Vancouver BC, Olympia, Seattle, Boulder CO and Colorado Springs along with: - Edward D. Hansen Conference Center Lynnwood Convention Center - Future of Flight Aviation Center - Seattle Premium Outlets - City of Lynnwood - 10 County hotels - Washington Stealth

Resulting in 45 new leads for hotels and attractions in Snohomish County and distribution of 86 packets of information.

Convention and Group Tour Sales and Service

Participated in 19 trade shows generating 13,773 direct leads and distribution of 3,764 tourism guides in 2012.

The Bureau assisted 44 groups with conference services distributing 1,600 guides to attendees.

Trade Show Booth Panels

Convention and Group Tour Sales and Service

Group tour, meeting and event planner bids were prepared which resulted in 7,415 total definite room nights with an economic impact of $17.3million.

Additional pending bookings at year end totaled 6,150 room nights and an additional $3.7 million of economic impact.

Primary decrease in economic impact due to recording Pacific Rim Gymnastics Championships in 2011.

Room Nights

Economic Impact

2010

Definite 5,690 $11.0 million

Pending 4,580 $4.1 million

Total 2010 10,270 $15.1 million

2011

Definite 6,248 $16.5 million

Pending 7,969 $6.9 million

Total 2011 14,217 $23.4 million

2012

Definite 7,415 $17.3 million

Pending 6,150 $3.7 million

Total 2012 13,564 $21 million

Convention and Group Tour Sales and Service

The sports market continues to be a significant segment contributing $15.4 million in economic impact.

Washington State Cyclocross Championships Mastercraft Pro Wakeboard Tour US Indoor Nationals and JOAD Indoor (archery) Lake Stevens 2012 Ironman 70.3 event Snohomish Big Foot Soccer Tournament National Softball Association Fastpitch Tourneys

Sports Marketing

Recognition and Awards: Finalist for NASC Member of

the Year Sports Events Magazine

Readers’ Choice Award for the 3rd year!

Tourism Development

Ads generated 13,176 total requests for information in 2012

Additionally, there were over 8,000 visits to RoomsAtPar/

StayShopAndSave websites as a result of advertising presence. Media buys were placed in a

variety of media outlets including Alaska Airlines in-flight magazine, North Sound Living, Outdoors NW, National Geographic Traveler, Budget Travel, Westworld,

Vancouver BC newspapers and online sources

Tourism Development

More Online!

Tourism Development Website visitation to

our primary site was up over 2012 by 23%. The weddings website was up by 19%.

www.snohomish.org www.RoomsAtPar.com www.StayShopAndSave.com www.SnohomishCountyWeddings.com

Tourism Development

85,000 copies of an

official visitor guide including seasonal calendars of events, and seasonally oriented articles on communities and attractions.

Public Relations and Media

Six issues of StoryLine

were mailed to over 1,400 travel writers with each issue.

Public Relations and Media

Conducted a media sales mission to Vancouver, BC. Attended Society of American Travel Writers and Travel Media Showcase.

Conducted media fams for 17 travel writers – Snohomish, Mukilteo, Tulalip, Edmonds, Everett, Stanwood, Monroe and all points in between.

Public Relations and Media

Sent 16 press releases including– - Flying Heritage Collection - New hiking guide - Snohomish County Branding - Sporting events - SCSC Reader’s Choice Award - Economic Impact of visitors - Tammy Dunn’s election to NASC Board of Directors Over 160 media pitches and responses to writers and

travel publications requests 50 articles were published Efforts resulted in $458,000 of free media coverage –

up 4%.

Social Media: Flickr, Twitter, Facebook & Pinterest •Twitter •Facebook presence: Snohomish County Tourism, Sports, Weddings, Meetings and Conventions

•Visitor Information Centers of Snohomish County

Social Media: Flickr, Twitter, Facebook & Pinterest

Pinterest Boards: Activities Hotels Shopping Fun for families Great Outdoors Wildlife And much more!

Visitor Services

Partnerships Make it Happen!

- Continue our partnership with the City of Snohomish, Snohomish

Chamber of Commerce, Historic Downtown Snohomish and the Historical Society of Snohomish.

- City of Lynnwood Tourism and Parks &

Recreation, as well as Alderwood Manor Heritage Association and SnoIsle Genealogical Society.

Changes: With the strategic tourism Plan initiatives: - Closed the north county VIC due to limited visitor traffic - Now manage the VIC at the Future of Flight and Boeing Tour facility

Visitor Services

Visitor Services

Visitor snapshot: - 48% from more than 50

miles away - 10% from other WA

counties - 23% from other states - 15% from other

countries - 52% from local area (including

surrounding counties)

Visitor Services

Volunteers are active in the community through the SCTB initiatives:

Pacific Rim Gymnastics Event Snohomish County Sportsmen

Recreation Expo Ironman Triathlon Nimitz Night at Everett Naval

Station Vintage Aircraft Days at Paine

Field Evergreen State Fair Arlington Fly In

Visitor Services

3 FAM tours were held in 2012 Snohomish Stanwood and Tulalip Lynnwood and Edmonds

And 6 lodging facilities from Edmonds to Arlington, Marysville to Mukilteo.

Visitor Services

Training information included: Garden Delights Family Friendly Fun Aviation Adventures Distilleries, wineries and breweries Holiday and winter highlights And special highlights on Edmonds, Mukilteo and

Arlington

Industry Education

Sponsored 4 countywide tourism related programs including:

• Third party Online Booking Engines for hotels

and B&Bs • Hospitality Sales Training Program • Branding of Snohomish County • Designing advertising and collateral for

maximum impact and results

Industry Education

Created two of six planned video training segments:

• Aviation Attractions - https://vimeo.com/56769241 • Shopping and Gaming -https://vimeo.com/60885395 • More to come in 2013 –

Arts, Culture and History Farms, Agriculture, Wineries and Distilleries Outdoor Recreation Spectator Sports

Industry Education

Created Tourism Bingo! • A training program for frontline hospitality staff members!

Industry Education

And held two training familiarization tours for frontline staff members at local hotels!

2013 Initiatives

Launch of the new destination brand Launch new website 4 more training videos Industry sector events/tours/tickets to train

frontline staff New cyber tours New itineraries, maps and promotions to assist

visitors in exploring all of Snohomish County

Brief Overview of 2012 Tourism spending and

economic impact of tourism in Snohomish County was $875.8 million – up 1%.

Generated 13,176 requests for information from ads; a slight decrease from 2011

Web visitors for Snohomish.org, SnohomishCountyWeddings.com and RoomsAtPar.com; up 23.4 % over 2011.

SCTB visitor centers served 11,974 visitors. Countywide centers served 91,386 visitors.

Achieved $458,000 of free media coverage – up 4%

7,415 definite and 6,150 tentative group and convention room nights were booked in 2012 representing $21 million in economic impact.

Hotel occupancy levels were up 1.7% to 66.5%; ADR was up 8.8% leading to a increase in RevPar of 10.7%

Hotel motel tax collections were up 5.7%.

Tourism Matters To Snohomish County! 9,340 jobs $ 217.3 million in payroll $ 16.6 million in local taxes

Snohomish County Tourism Bureau

Thank you for supporting tourism in Snohomish County!