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HomeMy WebLinkAboutM101017Tourism Coordinating Council —Jefferson County Minutes of the Meeting of the Coordinating Council October 10, 2017 (DRAFT) The October 10, 2017 meeting of the Tourism Coordinating Council (TCC) for CALL TO ORDER Jefferson County, was called to order at 10:06am by Chair Bill Roney, noting a quorum present. • Voting Members present were: Bill Roney, Debbie Wardrop, Crystie Kisler, Joy Baisch, Marsha Massey • TCC friends present: County Commissioner Kathleen Kler, Christina Pivarnik • TCC Marketing Coordinator present: Steve Shively Minutes from previous meeting were reviewed. Spelling corrections to the term for mixing business and leisure "Bleisure". Correction of Admiralty vs. Hardware APPROVAL OF Distillery. Moved for approval of TCC minutes from the meeting conducted on MINUTES September 12, 2017, as corrected by Debbie Wardrop. Motion to seconded by Joy Baisch. Corrected minutes unanimously approved. Steve reviewed the TCC YTD September 2017 financials. Noting that Jefferson County Treasurer reports General Sales Tax missing YTD by -0.23% below budget, APPROVAL OF while Lodging Tax again is at record highs for the period. Outperforming YTD 4- TCC FINANCIALS year averages for the same period by 47.75% and current actual over 2017 budget by 23.7%. TCC's allocated spending for 2017 continues to be expended as anticipated against budgeted year-round campaigns. With TCC's requested 2018 LTAC funding of $150,000 (11.11% above 2017 allocations), Steve lead a TCC discussion on LTAC's anticipated 2018 disbursement allocation of only $470,000 (+ $10,000 for Gateway VIC infrastructure) vs. the realities of entering 4Q2017 forecasts with not less than $500,000 in anticipated county -wide lodging tax revenues by year end. Christina noted that Port Townsend is anticipating $480,000 in anticipated 2017 revenues, and allocating $480,000 in 2018 tourism promotional spending. Steve noted that TCC's negotiated purchasing power for spring and fall ad buys are greatly reduced if required to wait on rumors of a potential supplemental budget funding cycle. Despite being cut 7.5% by LTAC from TCC's original allocation request, 2017 has been a good - very good - year for TCC and Jefferson County Tourism. Goal of the LTAC proposed 2018 Lodging Tax Tourism Promotion proposal by TCC is to not again wonder "If Only....?" due to an allocation of less than fully requested funding. Debbie recommended tabling additional LTAC 2018 discussion for the upcoming LTAC meeting. Motion to approve current TCC Financials by Joy Baisch, seconded by Debbie Wardrop. September TCC Financial report unanimously approved. Commissioner Kler shared a number of tourism related updates from Jefferson County, including: COMMISSIONER'S • Ongoing budget discussions at County level. Jefferson County survived UPDATE previous recession better than others thanks to its fiscally conservative past practices. • Department budgets are continuing to be worked on for 2018. Including anticipated LTAC allocations. • County continues previously deferred upgrading of software, fleet, courthouse security, equipment replacement cycles and Sheriff operational needs. • County is fully staffed, enabling in depth review and strategic planning at many levels, inclusive of strategic plan of a potential LTAC supplemental. • DCD continues work on Master Plan Resort (MRP) for Statesman Group's Pleasant Harbor project. Complicated by numerous mitigating circumstances. Continual modifications and on-going review by tribes contribute to delays. Additionally, Marrowstone Island land use discussions are underway regarding proposed industry impacts. Marsha briefed TCC on the following OPTC • Fall campaign, inclusive of TCC co-opt with Portland and Seattle bus ads are OPTC UPDATE in full swing. • Tourism Summit, Oct. 26 — 27. Early Bird registration ending soon. Steve noted that TCC has sponsored NOAA's Olympic Coast National Marine Sanctuary for this year's vendor table partnership. Port Townsend and TCC will collaborate on a Summit prize basket, with thanks to the Resort at Port Ludlow for certificate of a stay, golf and sailing or SUP experience. Summit shaping up to again be wonderful. • Promotion of "Relax" packages continues to be supported by OPTC Fall marketing efforts. • Cost of travel information fulfillment — inclusive of TCC's Activity Planner Map - has topped 17,000 annual direct to consumer mailings. Eclipsing other DMO's fulfillment rates by 2 — 3x's. Cost of only .23 per piece and best system for continued fulfillment is being explored by OPTC. • Website RFP work group, membership includes Bill and Steve's participation, has finished all revisions. RFP will be launched soon. • "Major Travel" from UK FAM tour enjoyed the Olympic Peninsula, inclusive of TCC hosted dinner at Kalaloch Lodge and large quantities of Finnriver cider. • Observations and continued conversations at both OPTC and WTA Legislative Meeting in Ludlow that story of two Olympic Peninsula travel challenges — Hood Canal Bridge and Lake Crescent Hwy 101— have had different communications strategies and different impacts on tourists. More work regarding Hood Canal Bridge needs to happen. • AAA — promoting 3 events on web. Beach Clean-up, CrabFest, Apple and Cider Fests continues to produce good social media results. • Mason Co. has confirmed that under leadership of new tourism marketing team, they will return to OPTC and the Olympic Culinary Loop in 2018. Steve share current marketing insights and promotional results to TCC. Topics TCC MARKETING covered included: COORDINATORS • Reminder that any - unknown % - increase by Airbnb over LTAC's 4 -year REPORT average wasn't begun until December of 2015 reporting period. • Fall Festivals inclusive of record attendance at Crab Festival, included package lodging sales recorded at both Old Alcohol Plant and Port Ludlow Inn, who claimed 2nd and 3'd accommodation referrals for on CrabFest website. (EnjoyOlympicPeninsula.org was topped only by visitportangeles.com for tourism web traffic referrals.) Upcoming Apple & Cider Festival should enjoy good fall weather for its upcoming inaugural weekend. • Thanks to Debbie and Port Ludlow for hosting a very successful WA Hospitality Government Affairs meeting. Strategies forgetting state tourism funding passed, paled in conversations related to transportation issues and Hood Canal Bridge closures impacts. • Numerous Display and digital Ad placements, inclusive of Portland and Seattle bus campaigns, are supporting TCC's fall marketing efforts. Port Ludlow — Debbie shared information of ongoing promotions, including: Excellent beer dinner hosted with Sound Brewery. Special culinary events will be AREA UPDATES quickly followed by growing reservations for Thanksgiving and holiday related events. Visit Seattle will be in-house later this week. Lots of corporate business, an increasing number with untraditionally short planning horizons prior to their arrivals. One model home left in Ludlow Cove development. New homes being built, and quickly sold, in neighboring housing developments. Gateway VIC — Bill shared the continuing good news that Gateway VIC enjoys an increase of 11% in September, 2017 visitation, exceeding 2016 figures. Proof that visitors are still traveling well after Labor Day. Gateway's increase is outpacing reported stats from Port Townsend VIC. Bill reminded everyone to save the date of the weekend before Thanksgiving for the annual West End Historic Society meet -up. The historic Kalaloch Lodge is headquarters for the event and offers special rates for Peninsula residents. 2017 West End Weekend program details will be released soon. Brinnon & Hood Canal —Joy reported that Dosewalips state park's investment in new roofed accommodations (cabins) has resulted in higher visitor numbers, which is reflected in increased business at the Geoduck Tavern the Halfway House and higher traffic volumes at Rocky Brook Falls and many Brinnon area attractions. WTA - Christina reported that WTA is working with Department of Commerce in scoring RFP responses for contracting initial state-wide marketing plan and related method for measuring resulting impact analytics. Port Townsend Marketing — Christina shared good news of the continuing activities with November and December continuation of Portland and Seattle bus AREA UPDATES ads. A big downtown trick or treat Halloween celebration and ads featuring beautiful Port Townsend photography inviting visitors to remember that they've (Continue) "Loved Port Townsend in Summer -- Come back & visit in fall & winter" fall and winter promotions right. Christina also gave a pride filled shout -out to overflowing fall parking lots at both Hama Hama Oyster Bar and Finnriver's Chimacum tasting room. Crystie gave thanks and credit to the supportive tourism community, and Diane Schostak for introducing her to the strategic value of the term "FAM tour". Tri -Area, Chimacum — Crystie reported finalizing upcoming Apple & Cider Fest, followed by fall Wine and Cider tour of the north Olympic Peninsula. Upcoming meeting regarding future of Chimacum Grange. Finnriver will be winterizing their pavilion and launch a "barnraise" crowdfunding campaign seeking to install the County's largest renewal energy installation. Funding continues as the Hadlock Boat School gets closer to meeting the development mark needed to aide the Ajax Cafe to reopen Adjournment - There being no further business the TCC meeting was adjourned at 12:06 pm, ADJORN Next meeting of TCC is scheduled for November 14, 2017 10AM at the Andrew's Suite, Inn at Port Ludlow.