HomeMy WebLinkAbout2022 TCC RFP2022 Request for Proposal Packet
Lodging Tax/Tourism Promotion
2022 Proposal Guidelines: Tourism Promotion Activities
The Jefferson County Lodging Tax Advisory Committee (LTAC) is accepting proposals from
government agencies and non-profit organizations for tourism promotion to be provided during
calendar year 2022 and paid for from the County’s lodging tax fund. The Committee will make
recommendations to the Jefferson County Commissioners within one month following the proposal
deadline. All decisions for use of the lodging tax will be made by the Jefferson County
Commissioners.
■Proposals from government agencies or non-profit organizations are to be for tourism
promotion during calendar year 2022. Please refer to Section 1 of this packet for a
examples of eligible tourism promotion activities for this funding round.
■At the time of implementation, tourism related activities within proposals must comply with
federal, state, and county laws and requirements, including county Public Health
direction. NOTE: Jefferson County may not use public funds in any way that can be construed
as a gift to an individual or organization.
■Proposals must completely address the questions, and all requested supplemental information
must be provided. Incomplete proposals will not be considered by LTAC.
■To be considered, a fully completed and signed digital application (digital signatures
acceptable) must be received at afmcknight@co.jefferson.wa.us by the deadline listed above.
■The preferred format for a digital application is a single PDF file attached to an email. If
necessary, multiple files in either PDF or Microsoft Word may be attached to a single email as
a complete digital application.
■All documents filed with the County are public records, potentially eligible for release.
This packet is for the 2022 TOURISM PROMOTION SERVICE PROPOSALS
to be funded by the Jefferson County Lodging Tax. Under Jefferson
County guidelines, you must be a NON-PROFIT or GOVERNMENTAL
AGENCY to be eligible to be funded by the Jefferson County Lodging Tax.
The Jefferson County Lodging Tax Advisory Committee will only consider
complete and signed proposals that include all of the requested
information and documents, and that are submitted by the deadline:
OCTOBER 29, 2021 by 4:30 pm
Digital Delivery only for Proposals to afmcknight@co.jefferson.wa.us
Jefferson County is committed to the non-discriminatory treatment of all
Persons in the employment and delivery of services and resources.
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2022 Proposal Checklist for Tourism Promotion Activities
Organization Name
Event Name, if different
Proposed Contract Amount: $
Proposals must completely address the questions, and all requested supplemental
information must be provided. Incomplete or late proposals will not be considered by the
Jefferson County LTAC.
To be eligible for consideration, your application must be signed, dated, and include the following
items in the listed order.
Check each item submitted:
_______ Signed and Dated Proposal Summary Sheet
_______ Section 1 - Itemized list of proposed services and estimated costs.
_______ Section 2 - Proposal Questions.
_______ Section 3 - Proposed 2022 promotion, facility, event or activity budget.
_______ Section 3 – 2021 budget and year-to-date income and expense statement(s).
_______ Section 3 - List of names and addresses of the organization’s current Board of Directors.
Name and contact information for event chairperson, if applicable.
_______ Section 3 - Optional work samples such as season brochures, promotional materials,
reviews, news/magazine articles, etc. (maximum of 5 separate pieces)
To be considered, a fully completed and signed original application with supporting documents
must be received and date stamped at the Jefferson County Administrator’s Office, 1820 Jefferson
Street, P.O. Box 1220, Port Townsend, WA 98368 by October 29, 2021.
Documents submitted to the County are public records, potentially eligible for release.
Tourism Coordinating Council (TCC)
295,000
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2022 Proposal Checklist for Tourism Promotion Activities
Proposal Deadline: October 29, 2021 at 4:30 pm (received, not postmarked)
Address To: Jefferson County Lodging Tax Advisory Committee
Mailing Address: P.O. Box 1220, Port Townsend WA 98368
Delivery Address: Jefferson County, County Administrator’s Office,
1820 Jefferson Street, Port Townsend, WA 98368
Organization Name
Organization Address
Contact Name
Contact Address
Day Phone Evening or Cell Phone
E-Mail Address
Facility/Event (if applicable)
Total Lodging Tax Request: $:
Estimated 2022 org. operating
budget (Incl. Lodging Tax funds) $: _________________
If asking for funds for a specific
event, list other cash funding
sources and dollar amounts
budgeted for this project.
Note: This section is only due for
specific event and festival
funding requests.
Dollar Amount
$
$
$
$
$
$
Total Project Revenue Budget $
Did your organization receive Lodging Tax Funds from the County in 2021? _____yes _____ no
I understand that if my organization’s proposal for tourism promotion activities is approved by the County that my
organization will enter into a contract with the County to provide the contracted services up to the maximum contract
amount. I understand that the proposal herein is a public record potentially eligible for public release.
Sign Name: Date:
Print Name and Title:
Please type (10 point or larger) or legibly print in ink. To be considered: all questions must be answered; all
requested documents provided; this form must be signed and dated.
Tourism Coordinating Council (TCC)
2023 E. Sims Way #308, Port Townsend, WA 98368
Steve Shively
Same
360-440-7006 Same
tcc@enjoyolympicpeninsula.com
295,000
295,000
Steve Shively, Marketing Coordinator
10/25/2021
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1. Itemized List of Proposed Tourism Promotion Services
Organization (or Event) Name: ________________________________________
In the following space or on a separate sheet of paper, please specify each proposed tourism
promotion, facility, event or activity, including quantities and costs (see examples at bottom of page).
Examples of how to list your proposed tourism promotion services or event (please be as specific AS
POSSIBLE about the services, quantities, the tourism market, distribution method, and cost):
10,000 promotional rack cards for I-5 corridor from Portland to Bellingham, April - June 2018…………$1,835
The rack cards will promote an event/hotel/restaurant promotional package.
Design and printing……………………………………………………………….…. $1,250
Distribution by XYZ Company……………………………………………………… $ 500
5 hours of staff time at $17.00 per hour to write copy, edit and proof the cards…...$ 85
1/3 page black and white event promotional advertisement in XYZ Magazine, July 2018 edition.……. $1,500
XYZ Magazine has 250,000 subscribers in western and northwest states. This 1/3-page ad
will be part of a full-page advertisement being coordinated by the VCB. XYZ Magazine will match
the value of the advertisement with a feature article on Jefferson County and the event in the same edition.
(TCC) Tourism Coordinating Council
TCC Proposed Budget 2022
Advertising Collateral 54,000
Lodging List Placement in Getaway Guides 6,000
Changes to Lodging List for Act. Map Reprint 1,000
Opportunities 10,000
Regional Map Offerings 10,000
Brochure + Distribution 6,000
Web Hosting, Domain Reg. & Social Media Sub. 6,000
Ad Creative Services 15,000
Advertising - Marketing 122,500
Spring/Fall Campaigns 28,000
Digital Marketing 30,000
FAM Tour Support 3,000
Olympic Culinary Loop 8,500
Oly Peninsula Tourism Summit Collaboration 2,000
WTA Participation 6,000
Year-Around TCC Campaigns 15,000
Value Seasons TCC Campaigns 30,000
Olympic Peninsula Tourism Comm. + Programs 66,000
OPTC 36,000
Strategic plan 30,000
Professional Services 52,500
Coordination of Marketing, Budget, etc. 44,500
Travel, Postage, Copies, Office Expenses, etc. 8,000
TOTAL Budgeted Totals 295,000
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SECTION 2. PROPOSAL QUESTIONS
2022 LTAC funding request from TCC the Tourism Marketing Coordinating Council operating under
authorization of Jefferson County, Washington.
1.Tell us about your promotion, facility, event or activity and why you think it will
increase tourists traveling to and staying in Jefferson County.
Fulfilling County Ordinance 02-0622-98 Jefferson County TCC is the sole, year-round,
tourism promoter utilizing Lodging Tax revenues to strategically target regional and
global tourism promotions on behalf of the entire County. TCC’s operations are
singularly focused on the development, maintenance, and dedicated operations of
Jefferson County’s only tourism marketing and promotional entity not limited to
membership status.
Throughout the COVID-19 pandemic, JeffCo. BoCC has regularly partnered with TCC
to help structure and communicate appropriate travel advisories as well as education
and compliance messaging.
Due in a large part to creative and consistent marketing, Jefferson County has
enjoyed record monthly LTAX receipts throughout most of 2021. Many admist
extremely challenging operational conditions. Key messages remain
#RecreateResponsibily, ‘Travel Wise’, #StaySafeWA, ‘Share… (Kindness, Patience,
Respect & Joy), and always #EnjoyOympicPeninsula.
TCC continues working strategically, and collaboratively, to safely and sustainably
inspire and welcome visitors throughout these unprecedented pivots the pandemic
has challenged us all by. If fully funded, TCC will continue to play a significant role in
guiding sustainable recovery of the essential tourism industry to our county, region
and state.
2.If this is a continuing promotion, facility or event, how is it different than in the past?
2021 has been unlike any prior year is tourism and hospitality history.
The pace of the COVID Coaster’s steep and swift raises and falls have been dictated, at first by
the unknows of the COVID-19 virus (and its variants) and, now by citizens responses to masking,
vaccinations and compliance.
TCC messaging has rapidly changed in order to keep pace with every new twist and turn, and as best
as possible it has been carefully and strategically delivered in collaboration with state and regional
tourism partners.
Fortunately some of the well laid messaging of 2020, i.e. #Recreate Responsibly has delivered
dividends in 2021 with noticeable reduction in destructive and disrespectable natural resource
recreation encounters by record volumes of visitors.
However, a call for “Packing Patience” and “Share Kindness” has been earnestly made as reduced
staffing and supplies have resulted in limited-service delivery hours with the new obligations of
requiring proof of vaccination at all indoor food and beverage venues since Labor Day.
TCC has taken on the role of industry advocate and educator, through various conversations and
messaging campaigns with various state and local officials and elected representatives. Providing
interpretation and offering training tips to hospitality professionals throughout various sectors of
the industry.
Unlike previous years, the regional drive market rules over traditional domestic, international or
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even pre & post cruise or meeting business travel markets.
Added urban and racially fueled strife in downtown Seattle and Portland has driven visitors outside
of the traditional “doughnut” and into the rural areas, were the perception of lower density and the
realities of greater natural resource recreation prevails. This is further evidenced when looking at
2021’s regional lodging tax reports for cities of Port Townsend, Sequim and Port Angeles vs.
unincorporated Jefferson and Clallam counties.
TCC’s 2022 operating plan – if fully funded – includes:
1.Continued county, region, and state-wide leadership in helping the
hospitality industry navigate the recovery from COVID-19, and strategically
messaging to consumers the proper and timely news of when, where and how-best
to safely and sustainably Enjoy the Olympic Peninsula.
2.Collaborative promotion of emerging and on-going tourism events,
facilities, and activities by government or non-profit agencies to attract and draw
tourists to unincorporated Jefferson County from outside Jefferson County. Our
primary feeder market remains the I-5 corridor from Vancouver BC – through
Seattle/Bellevue – Tacoma & Olympia, south into Portland. Secondary visitor
audience, as determined by analytics – and current trend in the “Road Trip” drive
markets of California, Texas, Colorado, Arizona, and Oregon.
3.Deep participatory partner co-operations with the Olympic Peninsula
Tourism Commission (OPTC), a robust tourism marketing and promotion
organization, with enormous state and regional influence.
4.Inspire visitors to maintain Jefferson County as a front-of-mind
destination for exceptional leisure and hospitality experiences. Framed within, real-
time, science-based, safe and sustainable messaging.
5.Undertake the strategic process of developing a long-range plan for
sustainable tourism and hospitality throughout the Olympic Peninsula.
“From Canal to Coast & Sea to Summit” The Jefferson County tourism message is as
broad and diverse as our County is. From Marrowstone Island, to Kalaloch, to Brinnon
to the fertile Chimacum Valley. TCC remains active in guiding, amplifying, and where
needed – coaching or incubating - these tourism focused conversations directly to the
ears, eyes and even mouths of our equally diverse and active travelers.
Our success is best known when our visitors convert our marketing messages of Enjoy
Olympic Peninsula into heads in beds, feet on the ground, and dollars in the cash
registers, of Jefferson County hospitality and lodging partners. This is the primary work
of the TCC (Tourism Coordinating Council of Jefferson County). The power of these
strategically curated tourism messages is directly evident in the confidence that there
will be ongoing success of the overall Olympic Peninsula Tourism message and product.
Despite the unpresented impacts of a global pandemic, and through strategic decision
making, collaborative partnerships, and very hard work, TCC has helped elevate lodging
tax revenues to all-time record setting levels. JeffCo’s Hotel/Motel Lodging Tax – Fund 125
–currently enjoys Year to date, revenue of 97% over budget. The Jefferson County’s Treasures
calculated projection is that Fund 125 will end the year $200,000 - 300,000 over budget. An all-
time historic high.
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3.Describe how you intend to market/promote your promotion, facility, event or activity to potential
tourists who reside outside Jefferson County.
The current 2022 marketing plan for TCC is to continue to communicate the inspirational good news through
our collaborative “You Can’t Get Any More Northwest” marketing campaign.
Additional messaging encouraging visitors to safely enjoy the Olympic Peninsula in Q1 & 2 of 2022. Then,
dependent on having had the COVID vaccine sufficiently protecting the majority of the population, we can
turn Q2, 3 and 4 of 2022’s focused on the bounty of recreational and leisure available throughout the county.
Messaging themes will include:
•Venturing out to the Peninsula’ wild west-end between Forks and Kalaloch
•Traveling along the Hood Canal through Quilcene and Brinnon’s Pleasant Harbor and
•Jefferson’s eastern edge of Marrowstone Island, with Fort Flagler State Park as a destination
•Exploring the “hidden gems” of Port Hadlock’s Ajax Café & Old Alcohol Plant
•Experiencing the “Culinary Valley” of Chimacum Valley and the coastal luxury of Port Ludlow
TCC continued to actively lead the tourism marketing conversations across the Puget Sound region during
2022.
TCC’s marketing collaboration incorporates many partners, including:
•OPTC (Olympic Peninsula Tourism Commission) – Whole Peninsula focus and exposure as state, national
and international fronts. Including hosting both domestic and international travel partners, tour
operators and media journalists through facilitating FAM (Familiarization and Marketing) tours
originating from Visit Seattle and the Port of Seattle as conduits of cruise, foreign and domestic visitation
initiatives.
•OCL (Olympic Culinary Loop) – with special focus of all the ‘delicious details’ coming out of Chimacum’s
fertile farms and Cider Trails, and experienced at authentic farm-to-table restaurants from Kalaloch’s
Creekside to Ludlow’s Fireside. And focused culinary festivals such as Brinnon’s ShrimpFest, and Apple &
Cider Fest.
•WTA (Washington Tourism Alliance) – The recently resurrected state marketing authority on behalf of
Washington.
•OCNMS (NOAA’s Olympic Coast National Marine Sanctuary) TCC holds the Tourism and Economic
Development seat on OCNMS’s Advisory Council. Their sentinel work on ecology and resource
preservation is essential to the Washington coast and the visitor experience.
•National Resource Managers (stewards of County, State and Federal Forests and Parks)
•Enjoy Port Townsend – The Jefferson County Chambers directed companion to TCC’s Enjoy Olympic
Peninsula marketing and communications
4.How will you measure the effectiveness of your promotion, facility, event or
activity?
The JeffCo. Treasurer says it best regarding Hotel/Motel Lodging Tax – Fund 125 – “$90,656 in
September. This puts it 22% over budget for the month. Year to date, revenue is 97% over budget. The
calculated projection is to end the year $200,000 - 300,000 over budget”
TCC closely monitors its impacts have on Fund 125, and requested BoCC to consider a 2021 LTAC
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supplemental in late June of this year.
The resulting awarded supplemental funds enable TCC and our collaborative marketing partners at OPTC
to enhance and expand distribution of a fall into winter version of our highly successfully winter/spring
“You Can’t Get Any More Northwest” marketing campaign. Especially in the area of TV commercial
marketing throughout the Portland metro area.
TCC’s task is to inspire, education and issue the CTA (Call To Action) to plan or book an Olympic
Peninsula visit. Our analytics measured from campaigns study focused market penetration (via total
estimated impressions) and engagement (via open rate, page views and/or total time on site vs. more
traditional conversion studies which result in direct sales) Example from our Spring Campaign:
Focused Market penetration:
TV COMMERCIALS
•17,586,000 total estimated campaign impressions
•94.5 reach & 11.3 frequency
•409 total spots
BUS ADS
•14,022,610 total estimated campaign impressions
•90King & Tail ads throughout Seattle, Pierce County & Portland
Engagement as measured via GOOGLE & MICROSOFT ADS:
•18,616 clicks to OlympicPeninsula.org
•1,941,560 impressions
•44.43% search conversion rate (11.25X industry average)
•17.87%display conversion rate (45.82X industry average)
•6,661 highly qualified conversions
•Time on Site (more than 2.5 minutes): 2,960
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5.What economic impact can we expect in Jefferson County from your proposed promotion,
facility, event or activity?
If looking back to March of 2020 in the rear-view mirror of the last 19 months has taught us anything is
that the future is uncertain.
Through the course of the COVID-19 pandemic we have endured travel restrictions not seen since the
days following 9/11, and we have weathered record wildfire smoke, heat and other climate episodes
that would normally have been credited as major disruptions to the ‘typical’ year-over-year tourism
operations. And still 2021 will go down as a year of record Lodging Tax revenue success.
Until Pleasant Harbor comes online there is minimal (traditional) new lodging in the pipeline and,
pending caps or restrictions in the continued exponential growth of individual vacation rental inventory.
(If anything, with Fort Flagler almost certain loss of numerous WW1 era group accommodations, our
county’s overall overnight PITA inventory will drop)
With potential growth of carrying capacity limited, and employers and educators remote work options
estimated to retract from previous 2020-2021 levels, the only place were growth can be assured over
2021 lodging tax revenue levels is in ADR (Average Daily Rate). In 2021 RevPAR (Revenue Per Available
Room) for Jefferson Co. has gone up on par with inflation. So the 2022 growth is largely due to mid-
week – Value or Shoulder Season – reservations, not dramatic increases in rates, nor new inventory. This
level of growth is not sustainable. So TCC forecasts a plateau, or a 5-10% decline in 2022 from 2021.
6.Describe your organization’s area of expertise. Do you provide a unique service?
As illustrated, TCC is the only Jefferson County appointed Tourism Marketing Council. TCC operates
12-months of the year, collaboratively promoting all of Jefferson County as a visitor destination of
the broader Olympic Peninsula. TCC uniquely knows – and leverages – Jefferson County’s place
within WA State. The Olympic Peninsula. As a ‘Gateway’ to perennially popular Port Townsend and
Olympic National Park. And as home of the Olympic Peninsula’s most bountiful agritourism
resources throughout the Chimacum Valley and coastal environs of both the Hood Canal and the
Kalaloch coast.
We strongly urge LTAC to fully fund the requested 2022 tourism promotion and marketing allocation
request of TCC.
Thank you for your continued support! Jefferson Co. Washington - Tourism Coordinating Council
TCC’s top-5 Social media posts last 12-months
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SECTION 3 - Background Information about Your Organization
List of names and addresses of the organization’s Board of Directors as of the date the proposal is filed.
Also, if the proposal is for the marketing of an event and there is a chairperson for the event (either
volunteer or paid), list that individual’s name, address and phone number.
Port Ludlow – Discovery Bay, Gardiner
Port Ludlow – Diana Smeland - alt. Dan Ratigan (collector)
70 Breaker Ln, Port Ludlow, WA 98365
Gateway VIC – TCC Chair – Bill Roney - alt. Shelly Leavens (activities)
93 Beaver Valley Rd, Port Ludlow, WA 98365
Quilcene – Brinnon – Hood Canal
Brinnon & Hood Canal – Joy Baisch (collector)
3485 Dosewallips Rd, Brinnon, WA, 98320
Quilcene – Coyle – Cleone Telling - alt. Brian Cullin - alt. Larry McKeehan (activities)
181 Leland Valley Rd E, Quilcene, WA, 98376
West End
Kalaloch – West end – Joe Alfano (collector)
157151 US-101, Forks, WA 98331
Forks – Marsha Massey (activities)
618 S Peabody St Suite F, Port Angeles, WA 98362
Tri-Area – Chimacum Valley & Marrowstone Island
Fort Flager & Marrowstone Is. – Aaron Terada (collector)
10541 Flagler Rd, Nordland, WA 98358
Chimacum – Crystie Kisler (activities)
124 Center Rd, Chimacum, WA 98325
Contract Marketing Coordinator
Steve Shively – S3 Solutions
2023 E. Sims Way, #308, Port Townsend, WA 98368 Phone 360.440.7006
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Year to date 2021 TCC Budget and Actual income – expense
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TCC’s print ads where most effective with partnered social amplification
Some additional print & digital
platforms TCC advertised with
Featured Vacation Partner
Jefferson County - Expansive
beaches, abundant bird life,
outdoor recreation, artisan
foods and family-run organic
farms come together here,
between the jutting peaks of
the Olympic Mountains and
the salty inland waters of the
Strait of Juan de Fuca.
MyOlympicPark.com
•Jefferson County Online custom content
o 2,277 pageviews / 3:50 avg. time on page
•Integration into Online Itinerary
o 16,675 pageviews / 4:38 avg. time on page
•60,000+ Banner Ad Impressions
o Campaign still running
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Co-operative Winter/Spring “You Can’t Get Any More Northwest” campaign with
OPTC partners has been expanded to Fall/Winter campaign providing even
greater engagement across various platforms, e.g. Portland metro TV, and well
instilled inspiration for future visits.
Various print & social media + regional transit displays + extensive TV
commercials on ABC affiliates in both Seattle and Portland markets all add up to =
enormous Olympic Peninsula brand awareness!
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