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Home My WebLink About030326M DRAFT 1 MINUTES Jefferson County Tourism Coordinating Council Regular Meeting – March 3, 2026 Jefferson County Courthouse – Chambers 1820 Jefferson Street, Port Townsend, WA (Hybrid) Call to Order: Chair Heather Dudley-Nollette called the meeting to order after establishing a quorum. Members Diana Smeland, Amy Neil, Caitlin Friedman, Dan Ventura, Kelly Olsen, and Steve Shively participated in the meeting. Member Marsha Massey joined the meeting shortly after it started. Chair Dudley-Nollette opened the floor for introductions and Natalie Maitland, of Port Townsend and Main Street Executive Director, and a Port Townsend Lodging Tax member introduced themselves. Public Comment: Chair Dudley-Nollette opened the floor for public comments, and one comment was received. Old Business: Approve Past Meeting Minutes: Chair Dudley-Nollette notes scrivener’s error on the February 3, 2026 regular meeting minutes. Member Smeland moved to approve the February 3, 2026 minutes as amended. Member Friedman seconded the motion. Chair Dudley-Nollette called for a vote on the motion. Members Dudley-Nollette, Neil, Friedman, Ventura, Olsen Shively, and Massey voted in favor of the motion. Member Ventura abstained from the vote. The motion carried. Chair Dudley-Nollette noted scrivener’s error on the February 10, 2026 Special Meeting minutes. Vice Chair Shively moved to approve the February 10, 2026 minutes as amended. Member Ventura seconded the motion. Chair Dudley-Nollette called for a vote on the motion. Members Massey and Olsen abstained from the vote. The motion carried. Discussion re: TCC positions and term expirations: TCC members discussed the member positions and expirations. Member Ventura sought clarification for Members Smeland and Masseys’ membership following the new By-laws, since their terms are expiring. After discussion, Member Shively moved, that in light of the April 30, 2026 closure of solicitation for new TCC applications, to extend Members Massey and Smeland’s term through May 15, 2026. Member Neil seconded the motion. Chair Dudley- Nollette called for a vote on the motion. Members Dudley-Nollette, Neil, Friedman, Ventura, Olsen, and Shively voted in favor of the motion. Members Smeland and Massey abstained from the vote. The motion carried. TCC Regular Meeting March 3, 2026 2 Continued Discussion re: Jefferson County creating and staffing an LTAC-funded local Destination Marketing Organization (DMO): Chair Dudley-Nollette presented the evaluation criteria for Local Destination Marketing (DMO): 1. Strategic Alignment & Regional Integration • Regional Plan Consistency: The entity must demonstrate an ability to align local efforts with the Regional Tourism Master Plan. • Inter-Agency Collaboration: Ability to strengthen and vet regional planning processes to ensure ongoing legitimacy and professional coordination with state-level tourism offices. • Olympic Peninsula Brand Elevation: Capability to leverage the "Olympic Peninsula" brand while specifically highlighting the unique assets of Jefferson County. 2. Local Engagement & Accountability • Stakeholder Participation: Willingness to act as a "think tank" that fosters active participation from local businesses, tourism stakeholders, and neighboring counties. • Community Responsiveness: A track record or clear process for aligning marketing efforts with local community priorities and needs. • Contractual Oversight: Compatibility with a model where the County maintains oversight through clear deliverables and performance-based contracts. 3. Local Responsiveness • Market Presence: Ability to provide immediate, year-round advertising to reclaim Jefferson County's market share and stop the "gap" in representation. • State-Level Visibility: Capacity to ensure the county is included in major state-led initiatives (e.g., FIFA, State of Washington Tourism campaigns). • Brand Maintenance: Proven expertise in managing a cohesive destination brand that prevents the county from being "left behind" by neighboring regions. 4. Partnership Development • Funding Consolidation: Capacity to serve as the primary recipient of marketing funds, reducing the "messiness" of fragmented Lodging Tax Advisory Committee (LTAC) applications. • Resource Optimization: Ability to consolidate "little bits" of marketing spend into one high- impact, professional strategy to gain economies of scale. • Clear Reporting: Systems for providing transparent data on the ROI of lodging tax dollars to the TCC and BOCC. The discussion focused on the breakdown of the previous marketing model and the friction caused by the lack of a centralized DMO. TCC members noted that without a clear DMO, the LTAC was overwhelmed by fragmented applications from various groups competing for marketing dollars. TCC Regular Meeting March 3, 2026 3 A primary benefit of the previous structure, where the TCC acted as the DMO, was its ability to manage "opportunity funds" for smaller events like wedding shows or parades without burdening the formal LTAC cycle. This model also provided comprehensive geographical representation, ensuring voices from across the county were heard and shared through a two-way information loop with regional partners like the Olympic Peninsula Tourism Commission (OPTC). To move forward, the committee is vetting three primary options: 1. Maintaining the status quo, which currently suffers from high tension and a lack of direct strategic alignment. 2. Reinstating the TCC as the funded local DMO, effectively turning back the clock to a "well- oiled" process while seeking ways to adapt it for better oversight. 3. Integrating the LTAC as a strategic driver, potentially mirroring models used in the City of Port Townsend or Clallam County where significant funds are metered out systematically. The goal is to move to the council's core purpose, which is effective marketing for Jefferson County. Chair Dudley-Nollette invited Executive Director of Port Townsend and Main Street Natalie Maitland to provide feedback on improving the TCC, she suggested informing LTAC on the impacts of previous awards and perceived industry gaps, and emphasized the need for a structure that prevents the TCC from improperly influencing LTAC funding decisions. She noted that current County involvement adds an unproductive layer of bureaucracy. The TCC members continued discussions on funding and staffing a DMO. After discussion, the TCC members agreed to table this topic for a future meeting. New Business: TCC members round-table – Information / Discussion: • Olympic Peninsula Tourism Council: Member Massey provided an OPTC update. She announced that the Tourism Summit will be held on March 25, 2026. Outdoor Eats Campaign was a collaboration of Jefferson County and Clallam County LTAC funding that had a great turnout. • Olympic Culinary Loop: Member Shively focused on culinary events around the County. February was very good, with lots of restaurants having weekend specials, which helped with hotel bookings. Wineries were doing wine and chocolate nights. The advertisement in the Port Townsend Leader for Savor the Salish restaurant week. March 20-22, 2026 is Ocean Shores Razor Clam and Seafood Festival. An Olympic Peninsula culinary focus was mentioned in the Northwest Travel and Life Best of Northwest Travel for 2026. The kickoff of FIFA World Cup is coming soon and they just launched Sea&Win.org which is a geocaching cite for the Puget Sound. He’s working on getting coverage in East Jefferson County from Hama Hama Oysters, Finn River, and the Resort at Port Ludlow. TCC Regular Meeting March 3, 2026 4 • Resort at Port Ludlow: Member Smeland noted the Resort was having a lot of food events: sunset dinners, wine tastings, stitch and sip nights, open studio nights, and the Strung Along knitting group. • West End Kalaloch Lodge: Member Neil noted that they had a good Valentine’s Day, plans for St Patrick’s Day, Easter egg hunts and fun brunch menu They are rolling out a Fun Dog menu and kid’s events, and all you can eat fish and chips on Friday nights. The Forks Visitor Center had its highest record numbers in January and February, with lots of tourists. • Hood Canal Chamber of Commerce: Member Ventura noted that the Brinnon Shrimp Fest is coming soon. On August 15, 2026 they are hosting the Peninsula Logging Festival. He shared that his store went through its annual food service permit, but with new septic laws, a septic inspection and distribution box is required which may close some businesses. • Jefferson County Transit Authority: Member Olsen promoted Jefferson Transit’s survey for service changes. May 3, 2026 starts the Sunday service pilot. A new combined route of route #2 and #3 will now be route of #9, the San Juan connector, and a micro transit pilot. She is also working on a brochure on “How to get around the peninsula by transit” and “Car free travel” messaging. Member Ventura excused himself from the remainder of the meeting at 4:00 p.m. CLOSING REMARKS: • Chair Dudley-Nollette will try to attend OPTC as being the TCC Chair. • Member Shively will attend the March 25, 2026 Tourism Summit. • Future Joint Special meeting with the Port Townsend LTAC. NEXT STEPS: • Staffing a DMO NOTICE OF ADJOURNMENT: Chair Dudley-Nollette adjourned the meeting at 4:06 p.m. until the next regular meeting or special meeting as properly noticed. Respectfully submitted, ______________________________ __________ TCC Clerk Date