HomeMy WebLinkAboutM120820Tourism Coordinating Council —Jefferson County
Minutes of the Meeting of the Coordinating Council
December 8, 2020 (DRAFT)
The December 8 meeting of the Tourism Coordinating Council (TCC) for Jefferson County, was CALL TO ORDER
called to order with a holiday toast of good cheer at 10:03 AM by TCC Chair Roney. A quorum
assembled in attendance:
Council members present: Marsha Massey, Cleone Telling, Diana Smeland, Aaron Terada, and
Bill Roney all present.
Partners present: Commissioner Greg Brotherton, Bethany Smith, and Arlene Alen
TCC Marketing Coordinator present: Steve Shively CONSENT AGENDA
Consent Agenda Moved for Approval by Diana November 10, TCC minutes and current TCC
Financials as presented, motion seconded by Cleone. Consent actions approved unanimously.
Commissioner's Report — Greg shared tourism related news and updates, including: COMISSIONER'S
• Acknowledge TCC's watching of monthly Hotel Tax revenues reported out of DOR. The REPORT
misreported November revenues were collaborated by OPTC's report, and the
corrected JeffCo. figures will enable LTAC to allocate an additional—$33,000 in tourism
promotion funding for 2021.
• Coronavirus in Jefferson County updates and ongoing briefings in anticipation of an
approved vaccine.
• Ongoing discussions regarding workforce housing, the Fort Worden PDA and challenges
and opportunities for addressing housing via a 1/101" of 1% tax allocated for housing
care of HB190 authorizing the local sales and use tax for affordable housing to be
imposed by a council authority.
OPTC Highlights — Marsha shared various items of OPTC information, including:
• OPTC's year-end meeting went well. Book>Direct online lodging linkage, signed.
• Sense of hope. Industry resilient. Yet lot of business' won't return. What will be the OPTC REPORT
lessons learned — GRADITUDE. We won't take these things for granted.
• 2021 US Travel and Destination Analysts — 2021 forecast and highlighted findings.
• 52% of travel remains "road trips", and it is outpacing air travel.
• 86% surveyed didn't travel during Thanksgiving.
• 2021Q1 expect very little traveling. 2021Q2 15-20% expect that they will travel. Overall,
80% currently have some plans to travel in 2021— all pending a vaccine.
• The desire to travel is high — "inspiration" is the current messaging. Corp. Meetings &
Events should begin again in 2021 Q2&3. Leisure cruises out of Seattle are still planning
for their full 2021 season (at this time).
• Slower return of SEA, especial for international flights, with only 16 of 35 carriers
currently flying
• Regarding national Tourism Economics trends — A "W" shaped recovery is anticipated.
With rural destinations are beating their urban counterparts for all the virtues of wide-
open spaces (COVID) and lower racial protests and unrest.
• Projections are that 2021Q1 and Q2 will launch national vaccines. By 2021Q4 projected
vaccine depth globally and that Group business may return to 20-30% of its 2019 record
setting levels.
• Overall — domestic leisure travel will fuel tourisms recovery well ahead international FIT
and packaged Groups or Meeting & Events segments.
Old Business —TCC's submitted statement concerning considerations of service reductions, or OLD BUSINESS
eliminations by Washington State Transportation Commission was reviewed.
New Business — Items taken under consideration, and approved by TCC include:
Recommended 2021 TCC proposed budget, pending approval of TCC's 2021 LTAC funding NEW BUSINESS
application. And 2021's schedule of meeting the 2nd Tuesday of each month, 10:00 — noon. via
Zoom only until safe to again meet in person, and then care of a hybrid meeting platform.
Marketing Report
Steve provided a TCC briefing of COVID-19 marketing highs and lows, including: TCC MARKETING
• Financial update review, Sept., Oct. and Nov. Lodging Tax revenues have all exceeded COORDINATORS
2020's budget forecasts, drawing 2020 on pace to finish out amongst the top 3-years of REPORT
all time.
• Building on Marsha's reported analysis and travel trends, virtual travel "experiences"
are increasing, and will be important visitor interpretation tools upon recovery.
• Washington's extended stay-at-home advisory is being felt through increase in
restaurant "hibernation/closures" Hopefully, many will reemerge post -pandemic.
• Steve recapped quick response pivots to TCC digital promotions amid the current COVID
surge, as compared to the deep distribution and positive engagement being returned by
co-opt TV and regional bus ads through OPTC's fall marketing campaign's "You Can't
Get Anymore Northwest" theme.
• TCC's in-house promotions were reviewed, noting how the General Election ad buys
created a vacuum in which TCC's digital ads could not compete.
• Early 2021 marketing discussions — pending LTAC allocations and actual COVID
vaccination success —will strategically move beyond inspirational message an into
"Welcome Back" calls to travel.
AREA UPDATES
Area Updates:
Port Ludlow - Diana shared:
• How the Fireside restaurant pivoted from 100+ person sit down Thanksgiving to 30
outside + "30 takeout, and an extra 30 orders for in -room guest dining.
• Christmas eve dinner options are looking like those served up for Thanksgiving.
• Continued work on outdoor dining options, including work on a virtual wine pairing
event.
• Leisure travel segment has replaced the Inn's lost group business.
• Winter golf series continue to be popular.
• Adding socially distant images into their marketing.
• A shared screen shot of Diana's festive home fence line has bright sponsorship potential
Gateway VIC — Bill noted:
• Visitor Center parking lot volume has dropped.
• Continued VIC interior improvement projects.
• West End days continue — 11/29-12/31 — featuring virtual self -guided itineraries, with
with Kalaloch lodging specials being offered.
• General tone of travel remains positive. Visitor COVID compliance still being seen.
• Volunteers are ready to return as soon as its safe to welcome them back.
Quilcene — Brinnon — Cleone reported:
Three new board members at Worthington House Museum. Mary Phillips' 30year reign
will be replaced by Christine Satterley as new board president. AREA UPDATES
Moving towards an Executive Council organizational structure. (cont.)
Anticipating lots of 2021 expenditures with re -opening activities. Including adaptive
reuse of small details such as height of railings, etc.
Tri-Area — Chimacum Valley & Marrowstone Island - Aaron shared that:
• Nordland store tree lighting took place with good community support.
• The park is enjoying an increase in day -use numbers. A slight increase in winter
camping.
• 2021 reservations are filling at their 9-months to the day advance bookings, on par with
past years.
• Five historic guest house reservations again available for rent.
Bethany noted that Old Alcohol Plant has revised their patio dining options. Adding clear
marine vinyl siding and promoting in -suite dining for registered hotel guests.
• They will host a drive-thur Santa, Sunday December 20.
• Their restaurant is cooking for Bay Side and OlyCAP's County Fairground homeless
residents Additional transitional housing starts are ongoing. Seeking to address 100+
people on the waiting list for housing.
Bethany shared a recently posted Bayside promotional video
https://fb.watch/2sVoNA8tX8/
WTA— Marsha shared expanded holiday emphasis on the ShowWALove.com site to support
restaurants and tourism related businesses this season.
Port Townsend — Arlene shared:
• Consolidation wraps up in moving the PT VIC into unit A.
• Working on programing chat-bot for visitor interface, balancing between high tech and
high touch with each transaction.
• Thanksgiving holiday gave town a nice boost in business.
• Chamber shifting to a social entrepreneur model
• Gathering community business partners for a digital holiday gift guide. ADJORN
Adjournment - There being no further business the TCC meeting was adjourned at 12:04 PM
Next meeting of TCC is Tuesday January 12, 2020 —10:00 AM via Zoom