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HomeMy WebLinkAboutTourism Coordinating Council LTAC Proposal Details.Notes from 07072026 TCC mtgTourism Coordinating Council (TCC) LTAC Proposal Details Jefferson County Destination Marketing Version: June 30, 2026 Discussed at the TCC meeting on July 7, 2:00 – 4:00 pm in the Jefferson County Commissioners’ Chambers. Proposed elements of a 2026 LTAC proposal: County Tourism Program Coordinator job description: Heather met with Jefferson County’s Human Resources Director, Sarah Melancon, who then drafted a 0.5 FTE county Tourism Program Coordinator job description with recommended salary estimate. Both were included in the TCC agenda packet. This half-time position would be responsible for: Staffing TCC and Jefferson County Lodging Tax Advisory Committee (LTAC), including management of the LTAC annual Request for Proposals (RFP) process. Managing a Tourism Destination Marketing content-creation contractor: ensuring content remains focused on the goals of the Olympic Peninsula Tourism Master Plan (OPTMP), with input from the Tourism Coordinating Council. and that county tourism efforts and resources are delivering measurable results. Analyzing performance of marketing campaigns and FAM tours, visitor data and tourism trends in Jefferson County, across the Olympic Peninsula and the region. Reporting findings to Tourism Coordinating Council and, when appropriate, to the Board of County Commissioners. Working with contractor to produce familiarization (FAM) tours as needed, often in partnership with Olympic Peninsula Tourism Commission (OPTC), Olympic Culinary Loop, Quimper Events Collective, State of WA Tourism (SWT), City of Port Townsend, Port of Port Townsend, and/or Port of Seattle Tourism. Attending monthly Olympic Peninsula Tourism Commission (OPTC) meetings on behalf of Jefferson County. Helping to coordinate collaboration between Jefferson County’s TCC and LTAC with the City of Port Townsend’s LTAC and OPTC. Strengthening opportunities to collaborate with community partners including: North Hood Canal Chamber of Commerce (NHCCC), Jefferson County’s Economic Development Council - EDC Team Jefferson, the North Olympic Development Council (NODC), and Quimper Events Collective (QEC). Further define accountability structure (see Natalie Maitland’s comments) – see also parts of the Port Angeles model. Also reference PA, OPTC and City of PT marketing budgets as models. Note: understanding the differences between the three different districts of Jefferson County and proposing ways to market them differently as needed – while collaborating. Autonomy and expertise while collaborating with TCC. Reporting to County Administrator. Add more marketing focus to job description. Marketing budget: Suggested recommendation: approximately $200,000-230,000; may replace some dollars that were allocated to other organizations in 2026 in the absence of other dedicated Jefferson County marketing efforts. Year 1: zero marketing budget? (HDN note: clarify this comment; not sure of intent here.) Budget would be detailed with line items in the TCC/LTAC proposal OPTC membership Ad placements – magazine bucket, etc. Website Etc. Content creation through contractor described below (maybe remove some of the collaboration parts and make it just content creation?) See PA, OPTC and City of PT marketing budget for models Tourism Destination Marketing RFP for content creation and placement: Suggested value of contract: $35,000-45,000 Begin with a 1-year contract to ensure close management and immediate assessment of deliverables, with flexibility to change the model if it’s not delivering anticipated results. If it’s working, consider moving to a 3-year contract proposal after the first year, with possible 2-year extension to 5-years. See details below Contingency: Consider whether a contingency should be included in the proposal? $5,000? Parameters for use of contingency? Agreement for contingency management if not used – does it go back to LTAC fund at the end of the year? DRAFT Tourism Destination Marketing RFP details for content creation contract work: Requirements Demonstrated experience and expertise in providing services similar in scope and complexity as those detailed below in the Scope of Work. Demonstrated experience with tourism destination marketing projects that provide economic development and assist in increasing lodging tax revenue by working with community partners and media. Demonstrated experience designing effective marketing content for seasonal marketing campaigns across multiple platforms. Ability to proactively connect with client project managers(s), communicating effectively and efficiently on project work. Scope of Work Overview: Provide strategic marketing campaign content to: promote Jefferson County, Washington, measurably increase visitor traffic and lodging tax revenue, strengthen brand positioning, and support tourism-related economic development initiatives in alignment with the Jefferson County Board of County Commissioners’ goals and those goals defined within the Olympic Peninsula Tourism Master Plan. Scope of Services: Develop and implement at least two destination marketing campaigns per year for Fall and Spring. Develop effective, creative content for website and social media. Update website at least monthly and social media weekly. Develop promotional marketing material, i.e., brochures, guides, etc., in alignment with the overall marketing strategy. Determine if new branding is needed and if so, work with Jefferson County Tourism Program Coordinator and local partners to reflect goals and objectives for greater tourism visibility. Provide performance and other analysis data to County Tourism Program Coordinator regarding performance of marketing campaigns and familiarization (FAM) tours, visitor data and tourism trends. Collaborate directly and through the County Marketing Coordinator with local businesses, tourism partners such Olympic Peninsula Tourism Commission (OPTC), and other local stakeholders. Support County Tourism Program Coordinator to produce FAM tours as needed. Deliverables: Strategic and measurable goals for each marketing campaign Engaging, compelling and creative content for marketing campaigns that draw visitors to Jefferson County Monthly reports tracking the campaigns’ successes and explaining how goals were or were not met Suggestions for improvements to subsequent campaigns to better meet and measure goals Stakeholder communication when needed, in collaboration with and support of the County Tourism Program Coordinator’s work. Compensation: Consultant will be compensated at an agreed upon hourly rate with reimbursement for pre-approved expenses not to exceed annual budgeted amount. Additional Requirements: At least 5 years experience in tourism destination marketing Strong writing and communications skills Demonstrated ability to deliver measurable results with branding and digital marketing campaigns Knowledge of regional tourism trends Proven track record in working collaboratively with community stakeholders and tourism partners Reporting Relationship: Consultant would report to the County Tourism Program Coordinator.