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HomeMy WebLinkAboutSept2024 TCC Meeting Minutes DRAFT v.09202024 Tourism Coordinating Council – Jefferson County Minutes of Meeting of the Coordinating Council September 10, 2024 (DRAFT) The September 10, 2024 meeting of the Tourism Coordinating Council (TCC) for Jefferson County, convening as a hybrid meeting - was called to order at 2:01 PM by TCC Chair Pro-Tem, Bethany Smith, noting Chair Diana Smeland joined while on personal travel in South Africa. A quorum was in attendance. Council members present: Bethany Smith (Chair Pro-Tem), Diana Smeland, Marsha Masey, Cleone Telling, Crystie Kisler, Dan Ventura Excused: Amy Neil, Aaron Terada Valued Partners: Commissioner Greg Brotherton, Jessie Short, Catlin Friedman, Natalie Maitland, Debbie Wardrop TCC Marketing Coordinator: Steve Shively No Public Comments received Approval of Agenda was adjusted to move Old Business topic of 2025 LTAC RFP considerations to follow Commissioner’s Report. Modification of agenda accepted with consensus. Consent Agenda Consisting of TCC August 13, 2024 Meeting minutes, as well as the current TCC budget, and JeffCo. Hotel Room Tax budget reports were all approved by consent without objections. Approved. Commissioner Report – Greg Brotherton shared a BoCC (Board of County Commissioners) memo, dated 9/9/2024, announcing significant changes to TCC staffing and strategy, including the transition of TCC staffing to a county position in 2025 and the alignment of TCC strategies with the county's goal of advocated for the development of a pool facility to attract tourists and overnight stays, highlighting the potential economic benefits. TCC members raised concerns about the legality and impact of the proposed changes. Others voiced issue of being excluded from providing formal advisory input on the project, while others shared concerns about the project's cost and value – especially concerns about allocating as much as $200,000 from TCC for a PFD (Public Facilities District) launch - without established support and market research, emphasizing instead the importance of maintaining an authentic recreational experience and considerations of utilizing existing pool facilities vs building new. Greg Brotherton defended the BoCC decision, highlighting the need for risk-taking and staff capacity building, and emphasized the importance of reevaluating tourism marketing strategies. The discussion reflected differing perspectives on tourism development and the preservation of Jefferson County's rural Olympic Peninsula authenticity, as well as concerns about the decision- making process and the exclusion of the TCC and LTAC from advisory roles. The discussion highlights the need for legal clarification regarding use of LTAC funds for the aquatic facility and the roles of the BoCC appointed TCC and LTAC councils in strategic tourism promotions decision-making. Proposed action items from Greg’s presentation: • Greg Brotherton will develop new bylaws for TCC in collaboration with TCC members • Greg Brotherton will write the TCC application for 2025 LTAC funding • Greg Brotherton will provide legal documentation and market studies to address concerns about the impact of the aquatic facility on tourism CALL TO ORDER PUBLIC COMMENTS CONSENT AGENDA COMMISSIONER REPORT • Greg Brotherton will work on finding a new model for visitor information centers, including the Gateway Visitor Center, and will seek to involve the North Hood Canal Chamber of Commerce in operating all three east county VIC’s (The city of Port Townsend and the Kalaloch VIC were not mentioned as elements of Commissioner Brotherton’s plan). • TCC will consider drafting a formal memorandum expressing concerns about the decision- making process and the use of LTAC funds for the aquatic facility without asking opinion of the Jefferson County Tourism Coordinating Council (TCC). Old Business: Subject - 2025 LTAC RFP considerations. Item tabled as Greg Brotherton will now write the TCC application for 2025 LTAC funding. OPTC Report – Marsha shared upcoming fall marketing campaign for the Olympic Peninsula, emphasizing collaboration with co-op partners and the strategic use of digital platforms to enhance brand awareness. Updates on various tourism-related events were shared, including the State of Washington Tourism skill shop and the Washington Festival and Events Association Annual Meeting. OPTC will submit 2025 funding request directly to LTAC since no longer being comprehensively addressed under a traditional TCC LTAC funding proposal. TCC Marketing Report - Steve Shively provided TCC with updates of ongoing projects – all in flux due to the change of direction just delivered by BoCC - highlighting several key initiatives and developments: • Campaign and Co-op: Leveraging the OPTC fall campaign the “Coast is Clear," with collaborative efforts towards 5-Year Master Plan’s Short-Term Priority of encouraging off- season “Stay-cations”. • Media Exposure: Objective fulfillment through the second of six North American @TALK articles just published, focusing on paddle cruises and scuba diving in Pleasant Harbor. This aligns with a previous article on leisure travel and business travel merging post-COVID-19, with a focus on a slower, more relaxed pace. • Advertising and Promotions: Significant efforts are underway in the third and fourth quarters of 2024 to build capacity with advertisers. The traditional cost-savings strategy involves partnering for multiple ad buys instead of one-off placements. This includes display ads celebrating the Olympic Peninsula in Northwest Travel and Life. • Wedding Market Focus: The two-year ongoing destination development initiative towards marketings the Olympic Peninsula as a wedding destination is paying dividends for our local lodging. Plans are in place for the February 2024 Seattle Wedding Show, but more stakeholder support is needed, especially in light of BoCC’s announcements regarding TCC’s future. There is also a digital asset, the Olympic Peninsula Wedding aggregate site, which continues to be promoted. • Future: While the outlook is not optimistic, there are several promising initiatives in progress, especially in preparation for the shoulder season, all endorsed as short-term priorities of the the Olympic Peninsula Master Tourism Plan, and all aimed at reimagining the Olympic Peninsula as a destination. Area Reports – Brinnon: Dan Ventura's report highlights several key points about Brinnon's summer tourism and related concerns: • Busy Summer: Brinnon saw a high volume of campers, hikers, and kayakers, but many were just passing through, and the area did not capture as much revenue as hoped. • Future Plans: Dan suggests exploring partnerships with the National Forest Service to provide signs, brochures, and informational packets to encourage tourists to spend more time and money in the area. COMMISSIONER REPORT (Cont.) OLD BUSINESS OPTC REPORT TCC MARKETING COORDINATORS REPORT AREA UPDATES • Pleasant Harbor Resort & Marina: The resort has received stormwater permits and begun work, which could bring itinerant contractors in the fall and winter. This may generate lodging tax (LTAC) revenue if they stay in local parks or campgrounds. • Fire and Disaster Preparedness: Brinnon experienced a wildfire, prompting the need for a detailed assessment of disaster preparedness, particularly its impact on tourism. Dan calls for a "post-mortem" review of summer incidents to improve future readiness, acknowledging that the community managed well despite challenges but suggests that the success relied on luck and teamwork. He emphasizes the need for better preparedness moving forward. Quilcene – Cleone Telling and new Worthington Park communications chair Caitlin Freedman shared the following updates regarding the Quilcene Historical Museum and its marketing efforts: • Museum Visitors and Schedule: The museum welcomed international visitors from Hong Kong and India. They plan to keep the museum open on Saturdays during the shoulder season, typically operating four days a week (Thursday to Monday) from April to September. The museum will close after Thanksgiving and reopen in February. • Events: Recent events include the Jefferson County Theater Group for Kids and three weddings, with a fourth wedding scheduled for September. Upcoming events include the Oyster Race on September 15th and the Fiber Festival in October, both with strong registration numbers. • Wedding Focus: Weddings are a major focus for the museum, as they attract overnight visitors. Caitlin and Bobby Strum, the event coordinator, plan to attend wedding shows in Tacoma and Kitsap, with potential involvement in the Olympic Peninsula Seattle show too. • Marketing Efforts: Caitlin has expanded the museum’s presence on Instagram and is working on improving its visibility in wedding searches. They plan to list the venue on "Here Comes the Guide," a top-ranking wedding site, to boost their wedding business and collaborate with other local venues through the Quimper Events Collective. Worthington Park appreciates TCC focused efforts as they aim to increase wedding bookings by at least two more events next year. Forks – Marsha shared that Forks is all about Twilight this weekend. As the Twilight Festival kicks off officially tomorrow and runs through Sunday with the main events all long sold out. Lissy's very excited. The good folks of Forks have this well in hand. So it's all about twilight this weekend, and Lissy will be hoping for rain to make all the vampires happy! Tri-Area’s Bethany Smith focused on upcoming events and partnerships at the Old Alcohol Plant Inn: • Weddings: The inn is wrapping up its wedding season, with one more wedding this weekend and another in October - potentially outdoors - depending on the weather. • Upcoming Events: 1. A "Dinner for Ukraine" and a comedy show are scheduled for this week. 2. Oktoberfest, in partnership with the Nordland store, will take place on October 11th. 3. Bethany highlighted a partnership with author Cherie Priest, who wrote The Drowning House, a horror book set on Marrowstone Island. Books author will have a book signing at the Nordland store on October 19th, followed by a dinner with the author at the Old Alcohol Plant Inn. • Partnerships: The inn is also collaborating with TPA for the Apple and Cider Festival, offering promotions at their Spirits Bar & Grill for festival attendees. Additional Opportunity for Public Comment - no public comments received. AREA UPDATES (Cont.) PUBLIC COMMENTS Adjournment – Bethany adjourned TCC meeting at 3:42 PM Next convened Special Meeting of TCC is Tuesday October 15, 2024 – 2:00 PM scheduled as a hybrid – in-person from Port Ludlow and/or via Zoom access. Respectively Submitted – Steve Shively ADJORN NEXT MEETING