Tourism = $1 Billion to Snohomish County

Snohomish County Tourism Bureau 2016 Annual Report

Purpose of the SCTB:

•  Economic development of Snohomish County through tourism. •  $1 Billion Industry •  10,750 jobs

What we do:

Internal Strategies

External Strategies

Economic Growth through Tourism

How we do it:

!  Industry Education !  Marketing Platforms !  Referrals and Sponsorship Opportunities !  Lead Generation ! 

Internal Strategies

What we do: Reach

Inform

Influence

Activate

Visitor Experience

Share

External Strategies

How we do it:

Marketing: -  Website -  Advertising -  Collateral Development and Distribution -  E-Newsletters -  Social Media -  Services (VIC and convention services)

External Strategies

How we do it:

Direct Sales: - Trade shows - Sales Missions - Direct Sales Calls - Membership Organizations

External Strategies

Visitors to Washington State spent nearly $21 billion in

2015; accounting for $1.8 billion in

local/state tax revenues; creating

170,500 jobs!

Tourism IS economic

development

No State Tourism Office

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 • Legislation is being introduced this session

- HB 1123 and SB 5251 • ROI = $25:$1

Our Competitors’ Budgets

Alaska

*Washington State reflects the WTA 2016 budget

Impact of Travel to Local Economy

Overnight Travelers to Snohomish County (staying in commercial lodging)

- average 2.1 people per travel party - stay 2.1 nights - spend $360 per travel party per day

Impact of Travel to Local Economy

**Data provided by Dean Runyan and Associates April 2016

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Impact of Tourism

Tourism Works for Snohomish County!

Visitor spending in Snohomish County is $1 billion per year;

Up 1.8% from previous year:

Restaurants $ 308 million Transportation and fuel $ 146 million Accommodations $ 141 million Retail stores $ 136 million Recreation and entertainment $ 136 million Grocery stores $ 63 million

*Data provided by Dean Runyan and Associates, April 2016

Because Tourism Matters

Effect of Tourism in Snohomish County

10,750 jobs $ 273.9 million payroll

$ 21.1 million local taxes $ 50.9 million state taxes

**Data provided by Dean Runyan and Associates April 2016

Tourism Economic Budget as a % Budget Impact ** of Econ.Impact

SCTB $1.4 million $1 billion .14 %

Olympia/Lacey $1.0 million $312.7 million .31 % Pierce County $2.3 million $1.1 billion .21 % Spokane $4.7 million $1.3 billion .36 % Seattle $22.0 million $10.9 billion .20 % Seattle Southside $5.5 million $665.2 million .83 % Tri-Cities $2.2 million $563.1 million * .37 % Vancouver USA $1.4 million $504.8 million .23 % Whatcom County $1.2 million $583.9 million .18 % Yakima $2.7 million $312.7 million .71 %

* TriCities includes both Benton & Franklin Counties.

Includes sports commission funding where applicable Budgets are all revenue sources for 2016. Economic impact reported for 2015.

Tourism Marketing Budget

$0

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TourismMarketingBudget

Budget and Economic Impact Comparisons

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BudgetasPercentageofEconomicImpact

Stats At A Glance: ■  4,304 requests for information

from ads

■  Website visitation was up 17% - 231,000 unique visitors

■  Achieved over $277,900 of free media coverage

■  T & D convention room nights represented $58.9 million in economic impact

■  Served over 30,000 visitors. Countywide centers served over 95,000 visitors

■  Tourism spending = $1 billion; up 1.8%

■  Hotel occupancy: up 2.4%

Average Daily Rate: down 1.3%

RevPar: up 1.1%

■  Hotel/Motel tax: up 2.8%

SCTB Board of Directors

Board Members: Sam Askew, Tulalip Resort Casino

Jennifer Caveny, Holiday Inn Express- Marysville Brian Davern, Mill Creek Business Association

Andrew Heelas, Extended Stay America

Ethyl Marzolf, Everett Mall Laura McDaniel, Angel of the Winds Bria Miller, Best Western Cascadia Inn Rebecca Monaghan, Anthony’s Restaurant

Melissa Springer, Hampton Inn Everett

Matt Smith, Economic Alliance Snohomish County

Judy Tuohy, Schack Art Center

Officers: Bob McChesney, Port of Edmonds

Kerri Lonergan – Dreke, Lombardi’s Italian Restaurants

Sara Blayne, Lynnwood Convention Center

Warren Beach, SMJ Management

Group Sales

Convention, Sports and Group Tour Sales and Service

Ads generate leads, support branding and generate interest in Snohomish County as a meeting/event destination

23 trade shows 307 direct leads 195 groups assisted

Convention, Sports and Group Tour Sales and Service

Convention, Sports and Group Tour Sales and Service

Distributed3,135group tour, convention & sports events collateral materials at 23 trade shows and 3 sales missions.

Convention, Sports and Group Tour Sales and Service

3sales missions to Vancouver BC, Olympia and Seattle, along with: - Lynnwood Convention Center - Angel of the Winds Casino -  Future of Flight Aviation Center - City of Lynnwood -  Seattle Premium Outlets - County hotels -  Warm Beach Camp & Conference Center -  Xfinity Arena

46newleadsforhotelsanda.rac0ons.Distribution of 68 guides.

Convention, Sports and Group Tour Sales and Service

14 familiarization

tours were conducted for meeting, group tour and international tour and travel planners and domestic and international media

•  Group tour, meeting and event planner bids were prepared which resulted in 21,920 total definite room nights

•  Additional pending bookings at year end totaled 20,614 room nights

•  Totaling 42,534 room

nights

Convention, Sports and Group Tour Sales and Service

Economic Impact totals $58.9 million

Convention, Sports and Group Tour Sales and Service

Sports Sales and Service

$35.7 MillionEconomic impact derived from Sports

•  Pacific Rim Gymnastics Championships •  NWAC Basketball Championships •  USA Badminton Junior Nationals •  Centennial Sk8 Festival •  71st Annual NFAA Outdoor Field Archery Nationals •  Washington Rush Cup •  Snohomish Bigfoot Soccer Tournament •  PNW/USTA Mixed 40 & Over/55 & Over Tennis Sectional

Championships

The SCSC Board of Directors assists the sports marketing staff with resources, referrals,

direction and oversight.

Jim Ballew, Marysville Parks Department Jennifer Caveny, Holiday Inn Express- Marysville Brian Davern, Mill Creek Business Association

Chris Dietrich, I-9 Sports

Greg Erickson, Marysville School District

Joel Faber, Lynnwood, Superintendent of Recreation Beverly Meehan, Hilton Garden Inn Mukilteo

Mary Monroe, Lynnwood, Tourism Manager

Shannon O’Kelley, Integrated Rehabilitation Group John Olson, Everett Community College

Robert Polk, Everett Public Schools

Tom Teigen, Snohomish County Parks

Larry Walker, Everett Community College

Kim Wilson, NW Interscholastic Activities Assoc. – Retired

Recognition and Awards:

" Sports Events Magazine Readers’ Choice Award – 6 time winner!

" Champions of Economic Impact in Sports Tourism for two events

Sports Marketing

Tourism Development

4,304requests for information from ads

425 Magazine Cascade Loop Northwest Travel North Sound Living Outdoors NW National Geographic Traveler Vancouver BC print/online

Tourism Development

Online Presence

New E-Newsletters

Tourism Development

Tourism Development

•  Website visitation was up 17%

•  5,000 visits to RoomsAtPar and StayShopAndSave

websites, with click thru’s to Snohomish.org

www.snohomish.org

www.RoomsAtPar.com

www.StayShopAndSave.com

www.SnohomishCountyWeddings.com

Tourism Development

•  New Journeys section – itinerary ideas

-  Culinary Travel -  Aviation and Aerial

Adventures -  Family Adventures -  Adventure Travel -  Urban Centers -  Coastal

Communities

New collateral

Tourism Development

•  Outdoor Adventure Guide

New collateral

Tourism Development

•  Top 10… - Outrageous Adventures -  Wildlife Viewing Locations -  Scenic Drives -  Strange and Wonderful Oddities

Tourism Development

85,000 copies of the

official visitor guide distributed

Public Relations and Media

Public Relations and Media

6 issues of StoryLine were mailed to over 1,000 travel writers with each issue.

Public Relations and Media

16 Press Releases Sent

4 Fam tours

40 Media Pitches

29 Articles Published

$277,900 Free Media Coverage

•  Twitter •  Facebook presence: Tourism, Sports, Weddings, Meetings and Conventions, and for VIC volunteer recruitment

Social Media: Flickr, Twitter, Facebook, Instagram & Pinterest

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

Social Media: Flickr, Twitter, Facebook, LinkedIn, Instagram & Pinterest

Social Media: YouTube

19 different videos

•  Cascade Loop – 10 articles

•  Scenic WA – 9 articles •  Taste Washington Travel – 7 articles

Social Media: Blogs

Visitor Services

Visitor Services Partnerships Make it Happen! - 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

-  Future of Flight and Paine Field

Ambient advertising at Everett Mall

Visitor Services

Visitor Services Go Digital – Kiosks at Future of Flight, Lynnwood Convention Center and Tulalip Resort

Visitor Services

Mobile VICs operating at events and festivals ! Sky Fair at Paine Field ! Fresh Paint ! Vintage Aircraft Weekend – Historic Flight ! Community Days at Everett Mall

Visitor Services Visitor snapshot: 74% from more than 50 miles away - 6% from other WA counties - 35% from other states -  33% from other countries

26% from local area (including surrounding counties)

Served 95,000 visitors countywide

Visitor Services !  63 volunteers

!  11,258 hours to VICs

!  $326,369 in-kind contribution !  Partner contributions of

$39,100

Supporting the Community Events

with visitor information!

Visitor Services

!  Halloween Open House in Snohomish !  Snohomish Chocolate Walk !  Snohomish Charm Walk !  Snohomish Grinch Fun Run !  Community Clean Up Day at Heritage Park – Lynnwood

Visitor Services Training is FUN! " 6 Fam tours conducted -

Edmonds, Marysville, Mountlake Terrace, Mukilteo and Stanwood

"  9 Lodging & facility tours

" 9 meetings and

training sessions

" Monthly newsletters

" Training for

Chamber VIC volunteers

Industry Education

Industry Education

Rural Tourism Workshops

Industry Education Rural Tourism Workshops •  128 local organizations •  Regional visioning and planning •  Hands-on workshops •  A basic road map for developing Trail Towns •  Action Teams:

- Rural Lodging - Whitehorse Trail and Outdoor Recreation - Interpretive Signage

- History and Culture

Industry Education

3 countywide tourism related programs

conducted including:

•  Military Reunion Marketing •  Content Marketing •  Changing the Hospitality Business Model

Continue Industry Training Tools: " Monthly Hotel Hot Sheet " Tourism Industry Month Tours

Industry Education

RESULTS:

■ $58.9 million economic impact from direct sales efforts

■ Tourism spending = $1 + billion

Tourism Matters to

Snohomish County!

10,750jobs

$ 21.1million in local taxes

Thank you for supporting tourism

in Snohomish County!