HomeMy WebLinkAbout2024 JC Lodging Tax Application Packet-TCC-signed 2024 Request for Proposal Packet
Lodging Tax/Tourism Promotion
2024 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 2024 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 2024. Please refer to Section 1 of this packet for
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 2024 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:
MONDAY SEPTEMBER 11, 2023 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.
2024 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 2024 promotion, facility, event or activity budget.
_______ Section 3 – 2023 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 MONDAY SEPTEMBER 11, 2023.
Documents submitted to the County are public records, potentially eligible for release.
Jefferson Co. Washington - Tourism Coordinating Council
TCC (Tourism Coordinating Council)
300,000
2024 Proposal Checklist for Tourism Promotion Activities
Proposal Deadline: MONDAY SEPTEMBER 11, 2023 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 Email Address: afmcknight@co.jefferson.wa.us
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 2024 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 2023? _____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.
Jefferson County - Tourism Coordinating Council
2023 E. Sims Way - Suite 308, Port Townsend, WA 98368
Steve Shively
Same
360-440-7006 360-440-7006
tcc@enjoyolympicpeninsula.com
300,000
300,000
September 7, 2024
Steve Shively, Marketing Dir. Jeff.Co. TCC
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
Jefferson County - Tourism Coordinating Council
Proposed budget vs. actual
Fundamental Funding Questions to LTAC –
Category 2022 level 2023 level % Change
Allocated LTAC Funding 800,0001 692,900 -13.39%
Administration Costs 4,000 4,658 +16.45%
Fund 125 -
HOTEL/MOTEL &
TRANSIENT RENTAL
SALES TAX - Revenues
as July’s JeffCo. Budget
Committee reporting
by County Treasurer
“$83,704 including
interest. ($389,768
YTD) This is 98% over
budget for the month,
18% over budget year
to date (YTD) and 2.5%
more than 2021 YTD
“$72,053 for the
month. ($511,208 YTD)
This is 28% over budget
for the month and
74% over budget YTD.
This is 31% more than
2022 YTD. Year-end
projection is $485k
over budget”
+31.23% YTD
Questions –
a.Why is available allocated LTAC funding for 2024 going down, while projected Fund 125 revenues,
and administrative costs, go up?
b.If not being reinvested in tourism marketing efforts, how are the surplus LTAX funds being spent in
2024 in accordance with RCW 67.28.080 and County Ordinance 02-0622-98?
1 $800,000 was the total availability announced for 2023. Over $900,000 was actually awarded.
2024 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.
Jefferson County TCC remains the sole, year-round, tourism promoter utilizing Lodging Tax revenues
to strategically target regional and global tourism promotions on behalf of the entire County’s
fulfillment of Fulfilling County Ordinance 02-0622-98. 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 by membership status.
As we continue the transformation from post pandemic – through an ever evolving and shifting
climate - into sustainable hospitality offerings for all, TCC will continue to message best practices
related to #RecreateResponsibliy and #EnjoyOlympicPeninsula as we strive to find and hold the sweet
spot between successful hospitality economics and increasing public demand.
Due in a large part to creative and consistent marketing, Jefferson County continues to enjoy record
LTAX receipts throughout 2023. As of the end of August the $582,288.19 in DOR (Dept. of Revenue)
Hotel/Transient Accommodations revenues for Jefferson Co. have already surpassed the previous
2022’s record setting $488,431.25 YTD for the same period, as well as our previous high-water – FULL
YEAR – level from 2019 of $568,587.21. We agree with the JeffCo. Treasurer and Budget Committee’s
estimate that 2023 is projected to finish $485K ahead of budget, as YTD revenues are as much as 74%
beyond ahead of the established budget goals. Bottomline – Tourism has taken off in Jefferson County
It is with these strengths that we feel confident in requesting $300,000 tourism marketing funding
awarded for 2024 operations. This is a 1.69% increase over TCC’s allocated 2022 and 2023 awards.
America's Cost-of-Living Adjustment (COLA)increase was 8.7% Factoring 40-year high in US Inflation
Rate of 9.1 in June 2022, and cost of good (CPI) forecasted to rise 6.3% through the remainder of 2023.
Bottomline - it is more expensive to operate in 2023 than it was in 2022, with continued projections
for increased costs in 2024.
TCC continues working strategically, and collaboratively, to effectively and sustainably inspire and
welcome visitors through these continually challenging times. If fully funded, TCC will continue to play
a significant role in guiding sustainable development 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?
We’ve previously guided visitors and hospitality establishments through the depths of COVID, and
helped lead the entire Olympic Peninsula on a recommended strategic long-range tourism
management planning journey. In 2024 we will continue offering up the #EnjoyOlympicPeninsula
and #RecreateResponsiblity messaging alone with the required “Detours Ahead” navigation
necessitated by extensive and ongoing WSDOT construction projects and the climate induced “5th
Season”, regretfully now known as August’s ‘Smoke Season’
Throughout 2023 TCC has nimbly responded to the unprecedented WSDOT construction challenges
and growing visitors pent-up demand for travel. Coupled with record rates of inflation, and
continued staffing shortages – especially within the service level staffing sectors – so vital to our
restaurants and lodging operations.
The resulting demands have been unlike any prior period in tourism and hospitality history. Coupled
with these strains has been the loss of Hurricane Ridges’ much loved Olympic NPS Summit Day
Lodge and much of the bluff lodging at Kalaloch. Leadership changes to our vital Olympic Peninsula
Gateway VIC, and the threats from – then current – leadership of Jefferson County Chamber,
necessitated TCC to expand its scope and successfully bid on operations of the Gateway VIC.
TCC messaging and leadership has responsively changed to keep pace with every new twist and
turn, carefully and strategically delivered in collaboration with state and regional tourism partners.
TCC continues 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.
During 2023, unlike pre-pandemic years, we continued to welcome largely the regional drive market
visitors over the mix of traditional domestic, international travel markets. 2024 promises to
welcome back expanded Asian markets, and continued record numbers of pre and post cruise
passengers.
In 2024, beyond initial implementation of the 5-year management plan recommendations for
Olympic Peninsula tourism, will be messaging encouraging “Just One More Day” will be key to
leverage “work-from-anywhere” digital visitors who continue to drive dramatic shifts in traditional
travel patterns. Digital Nomads continue to help increase the average LOS (Length of Stay), as both
Olympic National Park Ranger Stations and regional VIC’s (Visitor Information Centers) are noting
that Friday-Saturday has been replaced by Wednesday-Thursday as the Olympic Peninsula’s new
“peak” attendance days. The “Just One More Day” messaging emphasis will focus on extending
visitors itineraries as we seek to reduce arrival and departure carrying capacity impacts on Hood
Canal Bridge and Ferries over the traditional Friday PM arrival and Sunday AM – attempted –
departure. (This will most especially benefit the Jefferson Transits Kingston Express connection with
the passenger only foot ferry, as it – currently – doesn’t operate on Sunday.
TCC’s 2024 operating plan – if fully funded – includes:
1. Continue leading visitors and hospitality operators alike through the maze of WSDOT’s ongoing
bridge, round-about, and fish barrier construction projects planned across the north Olympic
Peninsula. Renewing calls to “Pack Patience” and “Share Kindness”
2. Continued county, region, and state-wide leadership in promoting Jefferson County visitations as
we also continue helping the hospitality industry navigate the “new norms” related to lingering
impacts of inflation, labor scarcity, the lasting COVID endemic, and the growing impacts of climate
change. All bundled with strategic messaging to consumers regarding where and how best to most
successfully and sustainably Enjoy the Olympic Peninsula.
3. 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 Stay-cation market I-5
corridor from Vancouver BC – through Seattle/Bellevue – Tacoma & Olympia, south into Portland.
Secondary visitor audience, as determined by analytics – with interest in reintroducing the Olympic
Peninsula as optimal for Bleisure (Business & Leisure) and the SMERF (Social, Military, Educational,
Religious, Fraternal – think family reunions, optimal size weddings, and casual business retreats),
and continuing trend in the “Road Trip” drive markets of California, Texas, Colorado, Arizona, and
Oregon. This past January, Port Ludlow, Old Alcohol Plant Inn and Worthington Mansion
collaborated to exhibit at the Seattle Wedding Show. This successful marketing outreach will be
repeated in 2024.
4. Deep participatory partner collaboration will continue with the Olympic Peninsula Tourism
Commission (OPTC), a robust tourism marketing and promotion organization, with enormous state
and regional influence whom we’ve successfully collaborated with on the successful “You Can’t Get
Any More Northwest” seasonal marketing campaigns for these past two years. New collaborative
campaigns are being developed. All focused to inspire visitors to outstanding Jefferson County
front-country experiences through aspirational influencers as well as local guides & outfitters and
culinary leaders. All making our destination the exceptional leisure and hospitality experience we
are proud to call home and to welcome visitors to ENJOY.
5. Interpret and initiate implementation of the North Olympic Peninsula strategic tourism
management process for developing a long-range management 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 continue
returning lodging tax revenues into – ever increasing - record setting levels.
3.Describe how you intend to market/promote your promotion, facility, event or activity to
potential tourists who reside outside Jefferson County.
The current 2024 marketing plan for TCC is to encourage “Just One More Day” of travel, by illustrating
how an arrival and departure other than the traditional Friday and Sunday will free up a full Olympic
Peninsula’s worth of side destinations and experiences. And it will most likely lessen their travel time!
These messaging efforts will also complement the State of Washington Tourism’s “True to Nature”
campaign and leveraging our additional local content to the official state TREAD app.
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 the full
year of 2024 our marketing efforts seek to continually lift the “shoulder seasons” of October – April visits.
With emphasis on carless travel via both the Jefferson-Kitsap express-foot ferry from Seattle to Port
Townsend, as well as the Straight Shot line 123 from the Bainbridge Ferry – through Discovery Bay – into Port
Angeles.
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 the Hood
Canal’s shellfish beds, 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.
• STW (State of WA Tourism) – Has launched the TREAD app along with existing seasonal (spring and fall)
state-wide marking initiatives on behalf of all of Washington.
• Trails Partnerships, TREAD App, Olympic Discovery Trail, and even NOAA’s OPNMS Whale Trail. All routes
educate and engage visitors in unique locations and venues.
• Exciting new JeffCo. lodging – Worthington Park, Paradise Heights Bed & Breakfast and Marrowstone Inn.
• Olympic Peninsula Gateway VIC – Bill and his dedicated team of volunteers provide essential – year-
round - information and “Welcome” to all Olympic Peninsula visitors.
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 – “$72,053 for the
month. ($511,208 YTD) This is 28% over budget for the month and 74% over budget YTD. This is 31%
more than 2022 YTD. Year-end projection (for 2023) is $485k over budget”
TCC, in collaborative with our marketing partners at OPTC, has enhanced and expanded distribution of a
very successful fall into winter and winter into spring “You Can’t Get Any More Northwest” marketing
campaigns. With special impact thanks to digital and TV commercial marketing throughout the Seattle
and Portland metro areas.
TCC’s goal 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 2023 Campaign:
Focused Market penetration:
TV COMMERCIALS
• 17,586,000 total estimated campaign impressions
• 94.5 reach & 11.3 frequency
• 409 total spots
Engagement as measured via GOOGLE & MICROSOFT ADS:
• 24,478 clicks to OlympicPeninsula.org
• 1,367,574 impressions
• 29.68% search conversion rate (7.5X industry average)
• 4.37% display conversion rate (11X industry average)
Custom contract creators TCC partnered with in 2023 included trail guidebook author and @N America
TALK’s team of experiential travel writers.
Producing an impressive 1M+ impressions from all @TALK article postings.
5.What economic impact can we expect in Jefferson County from your proposed promotion,
facility, event or activity?
With the completion of the extensive regional Destination Management Plan, this much needed
framework for sustainable tourism management and suggested development will provide all Jefferson
County stakeholders valuable direction for consideration and implementation. TCC’s proposed 2024
budget includes $30,000 proposed funding for supporting initial interpretation and implementation of
the studies recommendations.
Tourism is good business for Jefferson County!
In 2022 tourism resulted in a $845 per county household offset in general Jefferson Co. taxes paid. (a
increase over 2021’s tax offset of $805/household). Once the 2023 year has closed, and the research
numbers totaled, we are confident that TCC has continued to deliver a high ROI for the Jefferson County
Lodging Tax Advisory Councils investment.
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 each year, collaboratively promoting all of Jefferson County as a visitor destination of the
broader Olympic Peninsula. TCC uniquely knows – and leverages – Jefferson County’s special place
within WA State; The Olympic Peninsula. And 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 2024 tourism promotion and marketing allocation
request of TCC.
Thank you for your continued support! Jefferson Co. Washington - Tourism Coordinating Council
Examples of display (print and digital) TCC ads from 2023
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.
Port Ludlow – Discovery Bay, Gardiner
Port Ludlow – TCC Chair Diana Smeland - alt. Dan Ratigan (collector)
70 Breaker Ln, Port Ludlow, WA 98365
Gateway VIC – Steve Shively - alt. Sherry Sanser (activities)
93 Beaver Valley Rd, Port Ludlow, WA 98365
Quilcene – Brinnon – Hood Canal
Quilcene – Coyle – Cleone Telling - alt. Brian Cullin - alt. Kevin Wooley (collector)
181 Leland Valley Rd E, Quilcene, WA, 98376
Brinnon & Hood Canal – Dan Ventura alt. Christina Maloney (activities)
303075 US Highway 101 Brinnon, WA 98320
West End
Kalaloch – West end – Amy Neil (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