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HomeMy WebLinkAboutM112015 Lodging Tax Advisory Committee Special Meeting Minutes November 20, 2015 Budget Presentation Jefferson County Commissioners Chambers - 1:00 p.m. Attendees: Debbie Wardrop, Bill Tennent, Larry McKeehan, and Kathleen Kler (Kyle Forgey was absent) Staff: County Administrator Philip Morley and Executive Assistant Leslie Locke Chair Kler called the meeting to order at 1:06 p.m. Approval of Minutes: Member Wardrop moved to approve the June 30, 2015 Special Meeting minutes as presented. Member Tennent seconded the motion. Member McKeehan abstained from voting. The motion carried. Review of 2016 Lodging Tax Funding Requests: Philip Morley stated that the projected 2016 Lodging tax funds available to allocate to recipients is $385,000. The total amount requested for 2016 is $489,418. Mr. Morley suggested that a supplemental budget to allocate excess lodging tax funds be considered in 2016. There will be approximately $74,000 available for supplemental funding. Member Wardrop suggested supplemental funding be allocated in the first quarter of 2016 so that the funds can be used to increase tourism during the height of the shoulder season. 2016 LODGING TAX FUNDING REQUEST PRESENTATIONS Jefferson County Historical Society (JCHS): Bill Tennent provided a brief history of Lodging tax funding and the JCHS. He stated that JCHS is requesting a 2% increase over what was requested in 2015. Lodging tax funding is a secure source of funding for the JCHS and funds are used to operate five facilities (Rothschild House Museum; Historical Research Center; Olympic Peninsula Gateway Visitor Center; Jefferson Museum of Art and History; and the Commanding Officer’s Quarters), as well as County programs. JCHS has one full time employee, part time employees and 170 volunteers. JCHS partners with the Genealogical group which shares a space at the research center. He discussed 2016 scheduled activities: Tom Jay Artist & Artisan Exhibit; Native American Art Tradition and Innovation Exhibits; New textile exhibit will be installed in the Rothschild House; and First Friday Lectures. He also discussed several ways they promote the JCHS. The only paid advertisement is in the “Getaway Guide.” The American Cruise Lines offer shore excursions. The JCHS will also be a part of the First Night Celebration (New Year’s Eve). Most visitors to JCHS facilities are tourists seeking an authentic heritage experience. Olympic Peninsula Gateway Visitor Center: Bill Roney stated that they are requesting approximately a 1.7% increase in funding. Currently, the visitor center has 10 dedicated volunteers who are very outgoing and enthusiastic. They have donated over 1,000 hours so far 1 Lodging Tax Advisory Committee Minutes: November 20, 2015 this year. Approximately 8,000 tourists have visited the visitor center in 2015. He stated that marketing is 12% of the budget and is very important. They are actively involved in the production and distribution of the ‘Activities Map.’ The visitor center is available on social media and the internet. Lodging tax funding is the visitor’s center only source of funding/income. Since 2007, the visitor center has received approximately $6,000 in private donations that is available in case of an emergency. The visitor center also promotes all areas of the Olympic Peninsula, not just Jefferson County. Discussion ensued regarding signage to promote the visitor center. Emerald Towns Alliance (ETA): Joy Baisch stated that the ETA is a non-profit organization that organizes the annual Shrimp Fest event in Brinnon. ETA has been in existence for 23 years and promotes all activities and supports events in South Jefferson County. Approximately 5,160 people attended Shrimp Fest in 2015. A majority of those attendees stayed overnight in Jefferson County. Chair Kler questioned the number of visitors during the Shrimp Fest and asked what overnight facilities were used? Ms. Baisch replied that visitors stayed at State and Federal Parks and private vacation sites. Discussion ensued regarding: 1) National Forest Service bid to provide visitor center labor; and 2) items listed in the proposed 2016 budget, specifically, ‘Outside Service.’ The Committee tabled discussion of this item to later in the meeting, however, due to time constraints the Committee was unable to resume discussion. Centrum: Rob Birman gave a power point presentation outlining the number of visitors attending Centrum events. Workshops held by Centrum have exceeded revenue expectations. The following are events that will be promoted with the use of lodging tax funds:  Young Artists Project: Explorations Program  Young Artists Project: Water World Program  Choro (Brazilian) Workshop  Port Townsend Chamber Music Festival and Workshop  Young Artists Project: Voices from the Field  Voice Works  Festival of American Fiddle Tunes  Port Townsend Writers’ Conference  Jazz Port Townsend  Port Townsend Acoustic Blues Festival  Young Artists Project: DANCE This!  Port Townsend Ukulele Festival  Emerging Artist Residency Program  Artist Residency Programs (year-round) Centrum recently acquired five 12-passenger vans and will provide shuttle service to and from Kitsap County and Jefferson County ferry terminals to assist visitors year-round. Centrum is also having discussions about partnering with other non-profits and Kitsap County to use the vans for a minimal charge for visitors and guests from outside of Jefferson County. If approved, Lodging tax funding will be used for advertising in trade journals and international publications generally targeting adults aged 25-70. 2 Lodging Tax Advisory Committee Minutes: November 20, 2015 Fort Worden State Park is located inside the City limits of Port Townsend and contributes to the City Lodging tax. However, Centrum does not receive lodging tax funds from the City of Port Townsend. Discussion continued regarding using the vans for profit. Jefferson County Chamber of Commerce (JCCC): Director Teresa Verraes, thanked all the tourism partners and stated that she appreciates all their hard work to promote the Olympic Peninsula. 60% of businesses are reliant on tourism. Lodging tax funds would be used to contract for services such as visitor website maintenance and expansion, and year-round distribution of the Travel Planner, Get-Away Guide and the Jefferson County Chamber revised map on the Port Townsend, Kingston, Bainbridge Island, Clinton and Black Ball Ferries. JCCC will help promote the second annual free Outdoor Movie Night in Port Ludlow. A movie package that includes a long weekend will be marketed. A movie screen will be set up for viewing from boats. It will be promoted in surrounding yacht clubs. JCCC is looking into installing a sign to direct daily drivers to enter Port Ludlow to stay, dine and shop at the over 60 businesses. This item is still in the design process. Port Ludlow Festival Association (PLFA): Michael Harberpointner stated the PLFA has been in existence for 15 years. They would like to step up the promotion of the Festival By the Bay event in 2016. In 2015, the Port Ludlow Festival Association promoted a headliner band in order to draw visitors from all over the world. He discussed the promotional venues used in the past for signage inside and outside Jefferson County. They feel their event could provide the initial exposure to Jefferson County as well as potential residents who are looking to relocate. The date of the event coincides with the Port Townsend Jazz Festival which is an advantage to visitors. They get two events during their stay. Quilcene/Brinnon Dollars for Scholars: Tom Brotherton is requesting funding for the annual Quilcene Oyster Half Marathon fundraiser. He stated that in 2015 there were 148 runners who participated in the half marathon. The decrease in entrants was due to the abundance of running events, causing participants to be more selective. They will be doing more web promotional advertising to promote an entire weekend in 2016. The Port Townsend Film Festival is scheduled for the same weekend. The weekend package would include a list of lodging facilities and a list of events participants could attend while they are in town for the run. Discussion ensued regarding changing the date of the event in order to attract overnight visitors during a time when Jefferson County lodging establishments are vacant. North Hood Canal Chamber of Commerce (NHCCC): David Neuenschwander gave a power point presentation. As of October 31, 2015 there were 19,803 physical visitors; 43,457 electronic visitors (website and facebook); and 1,756 overnight stays (visitor logs). Included in the 2016 request are the following items:  Website/Facebook  Electronic Newsletter  Activity Maps  Travel Planners  Rack Cards  USFS Publications 3 Lodging Tax Advisory Committee Minutes: November 20, 2015  USFS Map and Permit Sales  Tourism Coordinating Council & OPTC Relationships Not included in the 2016 proposal are the following items:  Micro Grants  Independent Contractor Fees and Expenses Discussion ensued regarding current wages for visitor center staff and a request to increase wages approximately 3%. Tourism Coordinating Council (TCC): Steve Shively stated the tag line on the TCC website is, “From Canal to Coast & Sea to Summit.” The TCC is an active participant in the Olympic Peninsula Tourism Commission (OPTC) resulting in greater Jefferson County tourism marketing for the same monetary partnership investment. Mr. Shively discussed the 2016 promotional marketing and advertising activities for the TCC. He stated that tourism revenues are expected to come in over budget and requested that the overage be distributed in 2016 and not banked. He supports the collaboration in a scholarly conversion study to enable Jefferson County to specifically measure and manage our areas unique visitors. The conversion index resulting from this study will further help TCC identify and more accurately interpret the current analytics derived from visitor counts from the Dean Runyan Report on tourism in the Counties of Washington State; Google Analytics reports from our websites and olympicpeninsula.org; Visitor Center counts, LTAC income reports, and additional reports that are pertinent to this industry. Forks Chamber of Commerce (FCC): Lissy Andros stated the Forks Chamber of Commerce operates the visitor center which is open 7 days per week and only closed a few holidays per year. She discussed FCC events and promotional activities. They are asking for continued funding for a staff person. Funding would also be used to ‘re-vamp’ the Rain Forest Country Adventure Map. Quilcene Historical Museum (QHM): Bonnie Story briefed the members on future events planned at the QHM. Member Wardrop asked if the QHM request is enough to support all the events and promotional activities? Ms. Story stated that their request is modest, however future requests will be increased. DISCUSSION AND POSSIBLE RECOMMENDATION : Due to a lack of time, the Committee members concurred to schedule a special meeting for Monday, November 23, 2015 at 3:30 p.m. to discuss and make Lodging tax funding recommendations. The meeting adjourned at 4:30 p.m. Respectfully submitted by: Leslie Locke, Executive Assistant Jefferson County Commissioners Office 4