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HomeMy WebLinkAboutM081120Tourism Coordinating Council —Jefferson County Minutes of the Meeting of the Coordinating Council August 11, 2020 (DRAFT) The August 11 meeting of the Tourism Coordinating Council (TCC) for Jefferson County, was called to order at 10:05 am by TCC Chair Roney. A quorum assembled with Council members Crystie Kisler, Marsha Massey, Cleone Telling, Diana Smeland, and Bill Roney in attendance. Partners Present: Commissioner Greg Brotherton TCC Marketing Coordinator present: Steve Shively Consent Agenda Moved for Approval by Marsha of the July 14, TCC minutes and current TCC Financials, seconded by Diana, approved by consent CALL TO ORDER CONSENT AGENDA JeffCo. Highlights - Commissioner Greg Brotherton provided the following JeffCo. BoCC (Board of County Commissioners) highlights — Related to COVID-19: • BoCC and Jefferson Health Care report that Jefferson County remains an "island" amidst a COMMISSIONERS sea of increasingly active COVID cases from neighboring counties. REPORT • Restaurants and now gyms are impacted by revised operating requirements. • Phase III applications will be again considered in August. • Jefferson County's masking directive from Dr. Locke and challenges of education and enforcement continue to exist. Recent tourism related issues include: MRC meeting — Mats Mats Bay used by Navy for drills includes proposed Fort Flagler beaching operations. No anecdotal impacts to visitors reported from previous Jefferson County State Park drill operations. Google driving Map is re -directing travelers onto Shine Road as a — false - work around for Hood Canal bridge congestion. Resulting in unintended traffic impacts on residential side streets not designed for RV's or similar size vehicles. OPTC Highlights — Marsha shared various items of OPTC information, including: • Recap of August OPTC meeting. • Summer's going well for most. Campsites doing well. National Park concessionaires doing OPTC REPORT well. • Public Lands day use up all around the Peninsula. Hurricane Hill reopening today. Still reduced parking due to construction. • Crowded West End parking issues being noted, even beyond weekend peaks. • Good lavender business this July. Noted gap from Canadian and international visitors. • 2020 BlackBall marketing partnership. Ongoing emphasis on nostalgia focusing on off season travel focus. Campaigns tag -line is "You can't get anywhere more NW than Olympic Peninsula." Target audience is 1-5 Corridor drive markets. • WTA's campaign is "Explore WA's Backyard," WA Hospitality's campaign theme is "Rediscover WA" Both are waiting for Govern Inslee's reopening lead, prior to launching. • Save the date —10/8 Statewide tourism summit details TBD. • Consumer Safety Preparations and communications is the new gold -standards in hospitality best practices. Marketing Report TCC MARKETING Steve provided a TCC briefing of COVID-19 marketing highs and lows, including: COORDINATORS REPORT • Financial update review, inclusive of budget clarifications thanks to Councilmen Brotherton. JeffCo's recovery from one -month record lows for June LTAX revenues collected, result in TCC MARKETING August still below budgeted amount, but performing as well as other Phase II communities COORDINATORS around the Peninsula. REPORT (Cont.) • Current travel trends include work from home tech companies mandating vacation breaks. • Large convention hotel's reporting uptick in 2"d Quarter 2021 conference bookings as Zoom isn't a sustainable replacement for in person meetings. • Supply chain demands for outdoor equipment, driven by people seeking outdoor experiences. • Hotel cleaning standards are being promoted above traditional amenities. • Staycation and retro family focused activities, coupled with promotional programs designed to infuse patronage of area restaurants are popular national tourism marketing efforts • Ongoing and upcoming TCC's marking involvement include: • Successfully August 1 Facebook Watch party in partnership with NOAA's Get Into Your Sanctuary, Olympic Peninsula Seafood Chowder Cooking demo. • Partnering with Olympic Culinary Loop and the Eat Local First — Olympic Peninsula the full month of September as a Eat Local campaign with Jefferson Farm Tour and a September restaurant month. • On -going marketing with Sound Publishing's awarded matched marketing grant for print and digital, focusing in Federal Way Mirror, Seattle Weekly, Mercer Island Reporter and others, all focusing on the 1-5 corridor `Staycation' audience. • Olympic National Park Trips, Outdoors NW, Strait Up Magazine and Adventures Northwest magazines and SeaTac's Port of Seattle Airport advertising program — all rescheduled for Q3 & 4 run dates. Area Updates: AREA UPDATES Port Ludlow - Diana shared: • Leisure travelers' segment is exceeding numbers, aiding in picking up lost Group revenue. Largest growth is in Monday and Tuesday nights of stay. • Cleaning standards are key customer service point. • Good village compliance remains wearing masks. • Relaunched into marketing, limited advertising. A focus includes new farm -to -table sourcing map, which celebrates local producers. • Working on materials for GoWest expo in September. Gateway VIC — Bill noted: • VIC has been open the full month of July. Welcoming approximately 700+ visitors. • Days of in -person operations are Thursday, Friday, and Saturday. • Continued pivots and lots of learning. Success measured in—1,200+ brochures distributed from 26 different racked brochures. • The Olympic Peninsula Travel Planner is still #1 most popular brochure • QR coded info posters are popular. Asking visitors for fill out digital registration log is being met with resistance. Even when info is for potential contract -tracing. Tri-Areas— Crystie shared information, including: Finnriver remains open Friday -Sunday 12-8pm and it seems to be going well as can be. Our sales remain approx. half of what we had projected before the pandemic and we are glad we can be open for a bit this summer but anticipate that we will need to close this winter when we return to indoor spaces. One big issue has been employment and concerns for keeping employees in a reasonably safe environment and as low stress as possible. Major complexities with unemployment and staffing. We are launching several new initiatives to AREA UPDATES (cont.) Quilcene — Brinnon — Cleon reported: • Quilcene remains busy. Plenty of visitors stopping to dine and take in outdoor recreation opportunities. • Worthington House Funds development continues. Grant with WA State Historical approved. Still waiting on word regarding Murdock Foundation grant status. • Board related house -keeping with By -Law revision and review underway. • The QHM placed 8 out of 36 on the ranking list of the 2021-2023 Heritage Capital Projects grant program from the Washington State Historical Society. They are being recommended to the legislature for inclusion in the next capital budget request of 2021-2023. West End — Marsh shared: • Pivot on Forks "Forever Twilight Festival", has canceled their full festival, instead focusing on virtual offerings and expected uptick in visitors over traditional mid -Sept. Twilight festival weekend. West End beaches and National Park access has lots of visitor responses, along with increased search & rescue and traffic/litter impacts. LNT and #Recreate Responsibly messaging is needed more now than ever. Adjournment - There being no further business the TCC meeting was adjourned at 11:35 AM ADJORN Next meeting of TCC is Tuesday September 15, 2020 —10:00 AM at location TBD (the Inn at Port Ludlow if "Stay At Home" order has been lifted. Otherwise via Zoom).