HomeMy WebLinkAboutJune 2024 TCC Meeting Minutes v.06152024
Tourism Coordinating Council – Jefferson County
Minutes of Meeting of the Coordinating Council
June 11, 2024 (DRAFT)
The June 11, 2024 meeting of the Tourism Coordinating Council (TCC) for Jefferson County,
convening as a hybrid meeting - was called to order at 2:03 PM by TCC Chair Diana Smeland.
A quorum was in attendance.
Council members present: Diana Smeland (chair), Bethany Smith, Marsha Masey, Dan Ventura,
Aaron Terada, Cleone Telling, Amy Neil
Valued Partners: Commissioner Greg Brotherton, Jessie Short, Kevin Wooley, Natalie Maitland
TCC Marketing Coordinator: Steve Shively
No Public Comments received
Approval of Agenda was approved with consensus. Consent Agenda Consisting of TCC May 14,
2024 Special Meeting minutes, as well as the current TCC budget, and JeffCo. Hotel Room Tax
budget reports were all approved by consent without objections, with a request to footnote April
2023 DOR reporting error in the financial reports. Approved.
Commissioner’s Report – Commissioner Greg Brotherton reported to TCC highlights of current
traffic impacts and highlighting progress being made by WSDOT.
He also provided a comprehensive overview of potential pool locations, including Mountain View
Pool, Chimacum Creek Elementary, downtown Port Hadlock, and across from HJ Carroll Park. He
discussed the task-forces identified advantages and challenges of each site, such as access,
placemaking, and community impact. Brotherton emphasized the task force's evaluation process
and their focus on location considerations. Pool Task Force’s upcoming agenda items include:
• Finalizing location: Conduct further evaluations and community consultations to select the
optimal pool location.
• Planning funding: Initiate discussions on funding mechanisms and amenities for the new
pool.
Dan Ventura inquired about the potential impact on tourism, prompting further consideration of
incorporating the pool into tourism strategies. Greg’s reply assured tourism related elements,
including:
• Tourism integration: Explore ways to integrate the pool into the tourism sector.
• Securing funding: Investigate potential funding opportunities for a PFD (Public Facilities
District) utilizing lodging tax dollars.
There was also a conversation on the utilization of LTAC funds for tourism-related projects. Future
items being investigated include:
1. Exploring fund applications: Investigate various applications for LTAC funds, including
building affordable housing near transit, along with PFD funding.
2. Encouraging public participation: Promote open public meetings for LTAC discussions to
gather community input.
Greg also discussed status of the 60-day moratorium on licensing (STR) short-term rentals, which
aims to address capacity issues and develop new rules for licensing. Revised STR timeline includes:
• Developing new rules: Create and implement new licensing regulations for short-term
rentals.
• Engaging stakeholders: Involve community members and stakeholders in the rule-making
process.
CALL TO ORDER
PUBLIC
COMMENTS
CONSENT
AGENDA
COMISSIONER
REPORT
OPTC Report - Marsha Massey provided an update on WSDOT's ongoing projects and the dynamic
nature of their progress. She mentioned that WSDOT’s Steve Rourke recently gave a presentation
to the Clallam County commissioners, emphasizing the continuous updates and changes in these
projects. Key points included:
• Travel Alerts Page: Encouraging the use of, and linking to, the travel alerts page on the
olympicpeninsula.org website for up-to-date information. This page links directly to
WSDOT for detailed updates, avoiding duplication of project details on their website.
• Statewide Perspective: Massey attended a statewide meeting where WSDOT presented a
"pincushion map" of projects across the state, highlighting the extensive number of
ongoing projects. This map provided perspective on the scope of work not only on the
Olympic Peninsula but also across Metro Puget Sound and the entire state.
Marsha provided the following 2023 state wide tourism economic statistics, c/o: Tourism
Economics for SWT (State of WA Tourism), especially as they relate to the Olympic Peninsula.
STATE WIDE 2023 Results:
• VISITOR VOLUME - 107.9 million (+5.6% above 2022)
• VISITOR EXPENDITURES - $23.8 billion (+8.1% above 2022)
• VISITOR GENERATED TAX RECEIPTS - $3.3 billion (+7.4% over 2022) – offsets average state
household tax burden by $845
• TOURISM EMPLOYMENT 152,131 direct jobs supported (+4.7% increase over 2022)
VALUE OF TOURISM TO JEFFERSON COUNTY (2023), Direct Visitor Spend: $159.9 M (+7.4% v 2022)
• Lodging $74.3 M
• Food / Beverage: $32.3 M
• Recreation: $14.9 M
• Retail: $23.4 M
• Transportation: $14.9 M
• Direct State/Local Taxes Generated: $14.1 M
• Visits: 644,000 (+6% v. 2022)
• Direct Employment: 1,316 (Represents 8.6% of all county employment)
• Direct Labor Income: $47 M
Visitors Save Locals Money - Tax savings per county household:
• Clallam: $722
• Grays Harbor: $1,112
• Jefferson: $890
• Mason: $492
TCC Marketing Report - Marketing Report – Steve Shively provided TCC with updates of ongoing
projects, report highlighted successful promotional activities, changes at the Port Townsend Visitor
Center, and ongoing social media strategies to enhance visitor engagement in Jefferson County.
Key mentions including:
1. WSDOT Project Updates:
WSDOT projects and their impacts, particularly on SR 19 and SR 104. Gateway VIC is closed until SR
19 is reopened by WSDOT. ETA is June 27.
2. Gateway Visitor Center Improvements:
• The Gateway Visitor Center has been painted dark brown with forest green accents to
match the roof.
• The thresher artifact has been relocated to the Jefferson County Research Center.
• Plans are in place to install picnic tables, care of the county's responsibilities per the
management agreement.
• Shively discussed an LTAC funding request for the Gateway Visitor Center, brought forth by
the county. He emphasized that the request is for requisite services and maintenance,
aligning the center’s upkeep with other county community facilities.
OPTC REPORT
TCC MARKETING
COORDINATORS
REPORT
3. Steve provided an update on various promotional efforts and developments within
Jefferson County. Key points included:
1. Visitor Guide:
o The Port Townsend Leader produced an excellent visitor guide this year.
o The digital copy of the guide is available online.
o Despite efforts, Port Townsend City did not partner by listing Port Townsend
accommodations, resulting in a guide featuring only Jefferson County
accommodations.
2. Port Townsend Visitor Center:
o The Leader’s guide included visitor centers for both the east and west areas, as
well as the recently closed Port Townsend Visitor Center on Sims Way.
1. The Port Townsend Visitor Center is undergoing changes, with Natalie
temporarily hosting it at Fort Worden this summer.
2. Port Townsend Main Street and Key City Public Theater are also
involved, with Main Street creating a mobile visitor center using an
electric bike for weekends and festivals through September.
3. Fall TCC Staycation campaign, with Bleisure focus:
o Steve outlined recommended campaign leveraging one of Tourism Master Plan
short-term priorities of Staycations in shoulder-seasons, utilizing content
creator TCC has previously used for highly successful West-End and Hood
Canal focused campaigns.
o A plan for three-nights of content capture from Pleasant Harbor, Brinnon, and
into Ludlow / Tri-Areas was discussed.
4. Social Media Campaigns:
o Recent social media efforts, such as the Rhody Fest campaign, were highly
successful with resulting low cost-per-click rates.
o A culinary piece on summer camping s'mores hacks also performed well,
though it primarily engaged an older audience (55+).
5. Performance Metrics:
o Monthly performance metrics for TCC's request were reviewed, focusing on
social media impressions, cost per 1,000 ads, reach, frequency, and overall
cost per click.
o A specific campaign on "Best Food in Olympic Peninsula" garnered 13,000+
impressions and significant engagement.
New Business –TCC agreed by consensus to meet July 9th in a hybrid meeting format.
Area Reports –
Marrowstone - - Aaron Terada provided an update on local business activities and infrastructure
developments. Highlighting the positive performance of local businesses, upcoming park activities,
and plans to manage Fort Flagler traffic during the welcome station construction.
Key points included:
• Local Business Updates: The Nordland store is performing well, open from 8 AM to 8 PM,
offering organic products and local goods. The Beachcomber Cafe is open daily from 10 AM to
4 PM this season.
• Park Activities: The park is receiving many reservations and will host about three weddings this
summer.
• Welcome Station Permit: The welcome station permit is on the fast track for approval. Once
the welcome station is built, a bypass lane will be created on the west side of the existing road
to ensure visitors can still access the park without disruption.
TCC MARKETING
COORDINATORS
REPORT (Cont.)
NEW BUSINESS
AREA UPDATES
Tri-Area’s Bethany Smith - provided updates on local traffic, a recent meeting with hoteliers, and
upcoming events. Bethany highlighted the collaborative efforts to enhance lodging during the
shoulder season and detailed several community events aimed at engaging and entertaining local
residents and visitors. Key points included:
• Increased Traffic: There is more traffic than usual in the area.
• Meeting with Hoteliers: A meeting was held with hoteliers to discuss the Tourism Master Plan,
with participants including Natalie, Chef Dan, and Diana.
o The discussion focused on lodging and strategies to fill the shoulder season with small
association meetings and board meetings.
o Emphasis was placed on promoting multi-day stays to support local businesses.
• Upcoming Events at Old Alcohol Plant include:
o Comedy Show: Comedy show featuring Davey Wester, who raises awareness about
cerebral palsy, is scheduled for June 29th.
o 4th of July Event: Featuring two bands, ending early to allow attendees to watch the
fireworks.
o Art Show: A successful art show was opened featuring the works of Susan Keister, with
her art displayed in the hallway and gallery.
Quilcene – Cleone Telling shared Events:
• Every Thursday through August 10AM to Noon, Worthington Park hosts a satellite
Jefferson Co Library featuring Storytime and Crafts
• Saturday, June15 - Gravel Unravel is now named the “Bon Jon Pass Out”, Bike Race
• Thursday, June 27 - Up Up Up Circus, Community acrobatic event
• July 4 - Local Lion's Club picnic
• YTD 2024- 5 weddings booked for summer and fall at Worthington Park, with 2025 - 4
weddings already in process!
Brinnon – Dan Ventura provided an update on the early planning stages of a fish passage
restoration and an interpretive trail project. His report underscored the potential for collaborative
efforts to enhance environmental restoration and public education through a well-designed
interpretive trail and improved fish passage at Marple Creek. Key points included:
• Fish Passage Restoration:
o The project is in the very early planning phases at Marple Creek, which runs along the
north side of Ventura's CoveRV campground.
o The plan involves tearing up the existing trail for restoration purposes.
• Public-Private Partnership:
o Ventura proposed creating a public-private partnership to restore and improve the
trail with native plants and interpretive signage.
o The idea is to open the trail to the public during certain business hours, highlighting
the salmon recovery effort.
• Additional Culvert Issue:
o Ventura discovered an additional culvert downstream, under Bee Mill Road, that is
also a fish barrier.
o Unlike the upstream project managed by the state, the downstream culvert is the
county’s responsibility.
• County Involvement:
o Ventura suggested that Jefferson County could collaborate with the state and his rv
park to address the downstream barrier.
o The partnership could enhance the interpretive trail and highlight the county's efforts
in salmon recovery.
• Preliminary Interpretive Collaboration Discussions:
AREA UPDATES
(Cont.)
o Ventura emphasized that discussions are still very preliminary, but the project could
benefit from county, state, and private cooperation to support salmon recovery and
provide educational opportunities.
Kalaloch – West End – Amy Neil provided an update on the Kalaloch area, focusing on the impact
of highway construction and the busy summer season. Amy's report highlighted the dual impact of
increased tourism and construction-related delays, emphasizing both the busy tourist season and
operational challenges in the Kalaloch area. Key points included:
• Highway Construction:
o Extensive WSDOT construction is underway along the coast, with multiple traffic stops
between Forks and Kalaloch, and north all the way to Port Angeles.
o The construction causes significant delays and slow commutes, exacerbated by the
presence of log trucks and slow-moving tourists, especially due to idle traffic lights.
• Tourism and Lodging:
o Kalaloch is experiencing high tourist traffic, with accommodations sold out through
late September.
o Campgrounds are full, and the number of visitors, including families with children, are
increasing as summer break approaches.
o The Tree of Life is fine. The internets report of its demise is false.
• Business Operations:
o Business hours for restaurants and gift shops have been expanded to accommodate
the influx of visitors.
o Amy mentioned staffing challenges, including the recent loss of their chef and social
media marketing person, and the ongoing search for a new chef.
Forks and SWT - Marsha Massey provided an update regarding Forks and the State of Washington
Tourism (SWT). Massey's report highlighted the tentative schedule for the Elwha Bridge cutover,
the associated detour routes, and considerations for local events and travel in the Forks area. Key
points included:
• LaPush area Beach Enforcement and Operations:
o Amy Neil mentioned uncertainty about Quileute parking pass enforcement and
operations at Beaches First, Second and Third. Marsha will check with Olympic NPS
and Renee at La Push.
• Elwha Bridge Cutover:
o The WSDOT announced at the Clallam County Commissioner's work session that the
Elwha Bridge cutover is tentatively scheduled to start on July 12th.
o The cutover will last nine days, spanning two weekends and the week in between.
o This timing overlaps with the Lavender Festival, but Marsha believes it will not
significantly impact the festival. During the cutover, detour routes will include
highways 113 and 112, affecting travel to Forks and the West End.
State of Washington Tourism Board Meeting – Marsha reported on the State of Washington
Tourism Board of Directors and the Washington Tourism Marketing Authority recently held their
joint annual meeting in Long Beach. Overall, the meeting emphasized the importance of securing
sustainable funding for Washington's tourism sector while acknowledging the current unique
opportunity provided by federal grants. Future discussions will likely focus on strategies to
maintain robust support for state tourism efforts beyond the current grant program. Key points
discussed include:
• Current Initiatives and Focus:
AREA UPDATES
(Cont.)
o The board is actively involved in various initiatives such as grants and public relations
efforts.
o There is a strong focus on establishing long-term funding models to sustain and
enhance the state's tourism efforts effectively.
• Grant Programs:
o The discussion highlighted the impressive significance of the current grant program
administered by the State of Washington Tourism Office.
o These grants are funded by federal money and provide crucial support to tourism-
related projects. However, they are temporary, with funds allocated for two years.
o A comparison was drawn with Oregon, where annual grants amount to $3 million,
showcasing a substantial ongoing commitment compared to Washington's current
situation. SWT awarded development grants in 9 program areas, generating 59
applicants – asking $1.6M in funding. Only $355,000 was able to be awarded to 19
grant applicants.
• Challenges and Future Outlook:
o Despite the success of the current grant program, there is uncertainty about its
continuation beyond the current funding period.
o Requests for these grants have far exceeded available funds, illustrating high demand
and the program's effectiveness in supporting local tourism initiatives.
Port Ludlow - Diana Smeland provided updates on the Port Ludlow area, focusing on occupancy
rates and upcoming events. Smeland's report emphasized the positive growth in occupancy rates,
upcoming community events, and enhancements in local amenities to attract and serve visitors in
the Port Ludlow area. Key points included:
1. Occupancy and ADR:
o May occupancy rates were up, indicating positive trends in visitor numbers.
o However, the Average Daily Rate (ADR) did not increase as expected, showing
ongoing challenges along with signs of improvement.
2. Upcoming Events and Activities:
o A winemaker’s dinner with MonksGate Vineyards on June 20th was highlighted as
a notable upcoming event.
o Art in the Middle at the village center and the launch of a nine-hole golf league
have contributed to community engagement.
o The golf course cafe is scheduled to open on June 24th, including plans to
introduce beverage cart service on Fridays, Saturdays, and Sundays.
o In July, there are plans for a jazz concert at the village center to enhance
community entertainment offerings.
Port Townsend Tourism - Natalie Maitland provided updates on Port Townsend tourism initiatives
and Fort Worden, focusing on visitor services and marketing strategies. Natalie’s report highlighted
efforts to improve visitor services, enhance marketing strategies through a brand refresh, and
foster collaboration among local stakeholders to support tourism in Port Townsend and Fort
Worden. Key points included:
1. Visitor Services and Bike Cart Initiative:
o Main Street is supporting a VIC bike cart initiative starting in a few weeks, aimed at
enhancing downtown visitor services.
o A job posting is open for the position to manage downtown visitor services
throughout the summer until September.
o The strategy aims to meet visitors at their location while maintaining traditional
visitor services with a physical location and restroom facilities.
2. City of Port Townsend Marketing:
AREA UPDATES
(Cont.)
o An upcoming Request for Proposals (RFP) will be issued next month by the City of
Port Townsend. The RFP seeks a creative agency to work on a brand refresh for
Port Townsend, overseen by Shelly Leavens.
o This initiative is intended to update and enhance the city's brand, impacting
tourism and visitor engagement strategies positively.
3. Collaboration and Support:
o Natalie emphasized the importance of collaboration across various local
organizations, including PTLTAC (Port Townsend Lodging Tax Advisory Committee),
county LTAC (Lodging Tax Advisory Committee), and TCC (Tourism Coordinating
Council).
o The goal is to develop a cohesive plan that supports visitor services and enhances
the overall tourism experience in Jefferson County.
• Additional Opportunity for Public Comment - no public comments received.
• Adjournment – Diana adjourned TCC meeting at 3:32 PM
• Next called meeting of TCC is Tuesday July 9, 2024 – 2:00 PM scheduled as a hybrid – in-
person from Port Ludlow (TBD) and/or via Zoom access.
Respectively Submitted – Steve Shively
AREA UPDATES
(Cont.)
PUBLIC
COMMENTS
ADJORN
NEXT MEETING