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HomeMy WebLinkAboutOPVB dba OPTC 2025 Jefferson County Lodging Tax Proposal - Application - Attachment D rcvd 1004242025 Proposal Checklist for Tourism Promotion Activities Organization Name Olympic Peninsula Visitor Bureau dba Olympic Peninsula Tourism Commission (OPTC) OPTC Regional and Co -Op Destination Marketing Program Event Name, if different Proposed Contract Amount: $ 109,500 Proposals must completely address the questions, and all requested supplemental information must be provided. Incomplete or late proposals may 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: _X Signed and Dated Proposal Summary Sheet _X_ Section 1 - Itemized list of proposed services and estimated costs. _X_ Section 2 - Proposal Questions. _X_ Section 3 - Proposed 2025 promotion, facility, event or activity budget. _X_ Section 3 — 2024 budget and year-to-date income and expense statement(s). _X Section 3 - List of names and addresses of the organization's current Board of Directors. Name and contact information for event chairperson, if applicable. _X_ 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 electronically received and date stamped at the Jefferson County Administrator's Office, to Adiel McKnight @ afmcknightt7g co.iefferson.wa.us by FRIDAY OCTOBER 4, 2024. Documents submitted to the County are public records, potentially eligible for release. 2025 Proposal Checklist for Tourism Promotion Activities Proposal Deadline: FRIDAY OCTOBER 4, 2024 at 4:30 pm (received, not postmarked) Electronically to Email Address: afmcknight(oco.iefferson.wa.us 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. 11 Organization Name Olympic Peninsula Visitor Bureau dba Olympic Peninsula Tourism Commission (OPTC) Organization Address Mail: PO Box 670, Port Angeles WA 98362 (Phys: 618 S. Peabody St, Suite #F, Port Angeles, WA 98362) Contact Name Marsha Massey, Executive Director Contact Address Same as above Day Phone 360.452.8552 Evening or Cell Phone 206.250.9192 E-Mail Address Director@olympicpeninsula.org Facility/Event (if applicable) Total Lodging Tax Request: Estimated 2025 org. operating n/a $: 109,500 budget (Incl. Lodging Tax funds) $390,100 (General) and $86,000 (Special -OP TMP). TOTAL: 476 100 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. Total Project Revenue Budget Not a festival nor event — n/a Dollar Amount $ $ $ $ $ $ Did your organization receive Lodging 1 ax Funds from the County in 2024? yes — thru Jeff Co TCC 1 understand that if my organlzation's proposal organization will enter into a contract with the amount. I understand th_"e proposal herei Sign Name: Print Name and Title: r tourism promotion activities is approved by the County that my ounty to provide the contracted services up to the maximum contract is a public record potentially eligible for public release. —{), _ , . - _ 10.4.2024 Date: Adiel F. McKnight From: Marsha Massey <director@olympicpeninsula.org> Sent: Wednesday, October 9, 2024 12:50 AM To: Adiel F. McKnight Cc: Visitor Services Subject: Re: 2025 Jefferson County Lodging Tax Grant Submission Attachments: Attachment C_2025 DRAFT OPTC Budget-Proposed.pdf ALERT: BE CAUTIOUS This email originated outside the organization. Do not open attachments or click on links if you are not expecting them. Good Evening, Adiel, Thank you again for your follow up note and your due diligence in checking all the grant applications. I've reviewed OPTC's Jefferson County LTAC application packet originally sent to you. I have two clarifications for you: (1) Relative to your question regarding the total request, it is$109,500. That is the amount on the first two pages ("Proposal Checklist"), and that is the total amount listed on the third page, under Item 1 - Itemized List. To clarify, under Item 1, the specifics are shown in two categories: OPTC Annual Regional Marketing Initiatives, subtotals$79,500 OP Tourism Master Plan Support, in the amount of$30,000 TOTAL REQUEST: $109,500. (I apologize if that was not more clear). (2) In reviewing the packet, I realized that Attachment C-the proposed 2025 budget (pages 11-13 in the packet) -did not print correctly. It did not include the notes I'd made to show specifically where the Jefferson County funds would be applied. I have resaved the document to show these important notes, as well as the detail related to the OP Tourism Master Plan expenditures. This REVISED Attachment C- proposed 2025 budget is attached and should replace pages 11-13 in the packet previously sent to you. If you need me to rescan and resend the entire packet, please let me know and we will do so. Thank you,Adiel,for the opportunity to clarify and correct our original submission. If you still have questions, please feel free to contact me. Marsha Marsha Massey Executive Director Olympic Peninsula Visitor Bureau E: director@olvmpicpeninsula.org 0: 360.452.8552 M: 206.250.9192 On Tue, Oct 8, 2024 at 5:26 PM Adiel F. McKnight<AFMcKnight@co.jefferson.wa.us>wrote: Perfect,thank you I may have over looked and my apologies. You were timely, I am following up with reviewing v Adiel Get Outlook for iOS 1 From: OPVB<opvbdirector@gmail.com> Sent:Tuesday, October 8, 2024 5:04:00 PM To:Adiel F. McKnight<AFMcKnight@co.jefferson.wa.us> Cc:Visitor Services<info@olympicpeninsula.org>; Marsha Massey<director@olympicpeninsula.org> Subject: Re: 2025 Jefferson County Lodging Tax Grant Submission ALERT: BE CAUTIOUS This email originated outside the organization. Do not open attachments or click on links if you are not expecting them. Hi Adiel. Oh dear! I thought I checked the math! I'm out of town at our state tourism conference but I can access my application this evening to double check. May I send you a correction via email? I will look into that this evening and you'll have my information in the morning. Thank you for alerting me! Marsha Massey OPVB/OPTC Sent from my iPhone On Oct 8, 2024, at 3:47 PM, Adiel F. McKnight<AFMcKnight@co.lefferson.wa.us>wrote: Good afternoon, I am reviewing RFP's to make sure everything requested is attached. I do see: Section 1 — Itemized list of proposed services and estimated costs —but the numbers do not add up to the requested amount of$109,500 Thank you Adiel 2 <image001.png> Adiel McKnight Deputy Clerk of the Board,(:AIC P.O. Box 1220 Port Townsend,WA 98368 360.385.9102 This is a reminder that all email to or from this email address may be subject to the Public Records Act contained in RCW 42.56. Additionally, all email to and from the county is captured and archived by Information Services. From:Visitor Services<info@olympicpeninsula.org> Sent: Friday, October 4, 2024 3:55 PM To:Adiel F. McKnight<AFMcKnight@co.iefferson.wa.us>; Marsha Massey <director@olympicpeninsula.org> Subject: 2025 Jefferson County Lodging Tax Grant Submission ALERT: BE CAUTIOUS This email originated outside the organization. Do not open attachments or click on links if you are not expecting them. Hello, I am sending the 2025 Jefferson County Lodging Tax Grant today for your consideration. Could you please reply all that you have received this submission before the deadline this afternoon? Thank you very much! Shannon Cosgrove Shannon Cosgrove Operations Manager 3 Olympic Peninsula Visitor Bureau PO Box 670 618 S. Peabody St. Suite F Port Angeles, WA 98362 Office: 360-452-8552 info@olymoicpeninsula.org OlympicPeninsula.orq 4 fa a n a a O. C.) ¢ ¢ ¢ a ¢ c c � ¢ N u1 N ¢ C O W N CO N NN N OI-- -1 N NoO 0 0 O O 1 flU U 0U c)a) -1 H �O N fa »N N a m 7 .a 7 7Ti c7) 7 N N N m o O O co O O O O O O O co O O O O O O O O O 0 0 7 0 0 O O O O O O O O O O 0 0 0 O O O O O O O O CO O O ' O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O u1 L!1 O O L0 0 0 0 L0 0 I, CO O T aD O a0 Q N U f: M l0 O N 4 V1 Lfl t0 N O N !xi O M N .-i M . . M t0 M . 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Itemized List of Proposed Tourism Promotion Services Organization (or Event) Name: Olympic Peninsula Tourism Commission In the following space or on a separate sheet of paper, please specify each proposed tourism promotion, facility, event or activity, including quantifies and costs (see examples at bottom of page). Olympic Peninsula Tourism Commission (OPTC) — Annual Regional Marketing Initiatives: • Partner share of annual marketing 1 operations budget: $35,000 • Support for spring '25 and fall '25 co-op marketing campaigns: $30,000 • Support for OP professional education visits (familiarization tours - JeffCo): $2,000 • Support for annual OP Tourism Summit: $2,500 • Support of OP.org website upgrades I enhancements: $10,000 OP Tourism Master Plan Support: $30,000 • Includes but not limited to support of key priorities per Tourism Master Plan: o Project 1: Why the distance is worth the difference ■ Requires photo I video assets and communications plan o Project 2: Olympic Peninsula is more than just a park ■ Requires itinerary development and website enhancements o Project 3: Promote staycations for fall, winter, spring business ■ Requires product development and marketing plan o Project 4: Make visitors feel more welcome — signage I branding ■ Requires branding and signage development, beginning with OP entrance at Hood Canal Bridge o Project 5: Improve mobility options to support local businesses ■ In development o Additional staffing focused on Business Development and Content Creation 2. Proposal Questions Please confine your answers to no more than one page for each question. 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. Include a general description of the promotion, facility, event or activity including its purpose, history, etc.), and describe your organization's track record. As the region's official destination marketing organization (DMO), we work to promote the Olympic Peninsula destination, to attract visitors and stimulate economic development across the OP, including east and west Jefferson County. Examples: " Destination Promotion - storytelling, branding * Strategic Planning • Marketing and Advertising (through a variety of channels). * Public relations, media relations, consumer communications * Collaboration and partnerships * Supporting Visitor Services: websites, guides, maps, itinerary planning, travel planning assistance and consultation. Again, multiple tools in the toolkit; VIC's are one aspect * Research and data analysis * Destination development * Advocacy and stakeholder support The Olympic Peninsula Tourism Commission (OPTC) is a cooperative marketing partnership among area cities, counties, and marketing entities that, together, have been collaborating for 20 years to market the regional destination of the Olympic Peninsula to out -of -area visitors. Our focus is entirely on people who will travel more than 50 miles to the destination, with primary emphasis on those who will stay overnight in the destination. Normal target market areas include: • "The 1-5 corridor", from Bellingham to Portland, with emphasis on Metro Seattle; Metro Portland • Victoria, BC, and Vancouver Island • Key domestic feeder markets such as Oregon, California, Arizona, and Texas • In collaboration with State of WA Tourism, Visit Seattle and the Port of Seattle, key inbound international markets, primarily UK, Germany, Benelux, France, and Asia. This takes the form of familiarization tour support, participation in trade shows, and some limited in -country co-op advertising. For 2025, our primary focus for co-op campaigns continues to be spring and fall/winter (non -peak season), targeted to the 1-5 corridor, Washington, Oregon, and California regional travel. In Jefferson County alone, despite loss of inventory at Kalaloch and Fort Flagler, shoulder seasons have shown general growth over a 5-year window. Examples of measurable successes from previous campaigns: • Fall 2024: "Coast is Clear". Underway (9/15/24—12/15/24) o $104K media buy; Anticipated impressions: 5.4M; Anticipated contest entries/leads: 8K • Fall 2023 / Winter 2024: "Coast is Clear"; October 2024 through January 2025 o $127K media buy; Impressions: 16.M; Contest entries / leads: 12,688 • Fall 2022: "Can't Get Any More Northwest" o $120K media buy; Impressions: 17.9M; Contest entries / leads: 5,035 For 2025, and in support of our OP Tourism Master Plan (TMP), we will focus on non -peak season product development and marketing. There will be OP.org website upgrades and enhancements to accommodate improved functionality, further content development, and additional promotion of Book>Direct lodging booking widget. These improvements will benefit Jefferson Co, and Jefferson Co businesses by increasing visibility and engagement. (See attached for example of Book>Direct 2024 ytd performance. We will continue to rebuild our Canadian market, especially Vancouver Island. In that regard, OPTC will create co-op marketing opportunities for partner buy -in. OPTC is a good example of the whole being greater than the sum of its parts. Working cooperatively, the Olympic Peninsula Tourism Commission (OPTC) partners share in the planning and implementation of annual marketing activities to inspire and inform travelers from outside the area to visit the Olympic Peninsula region. Further details follow below. 2. If this is a continuing promotion, facility or event, how is it different than in the past? Destination marketing is a continuous endeavor, building on the momentum of previous years. We continue to focus on non -peak season travel generation and remain nimble to ever- changing dynamics. Regional destination marketing only happens through the collaborative efforts of the OPTC partners. (NOTE. up until now, the deep and valued collaboration of Jefferson County has come through TCC and their budget. With the proposed changes going forward, OPTC has elected to apply directly to LTAC for this continued engagement.) It is vital to maintain the core destination marketing functions, including: the destination website, the travel planner production and distribution, the educational familiarization tour program, and the co-operative marketing initiatives. While these don't change, we constantly look for ways to be more targeted in these efforts. Depending on final partner funding levels, some of the goals for 2025 include: A. Website (OlympicPeninsula.org) upgrades, including greater emphasis on themed and/or seasonal itineraries (supports Tourism Master Plan goals). Content development for destination website. Continue to support "Book>Direcr lodging widget. B. Expand photo and video assets to support Olympic Peninsula photo library (available to media and tour operators, as well as other tourism partners). Develop specific video and short reel assets in support of Tourism Master Plan. C. Develop marketing campaigns focused on fall, winter, spring travel, to attract visitors in the non -peak seasons to the Olympic Peninsula, including Jefferson Co. Marketing elements are multi -media, depending on final budget. D. Plan and execute professional development familiarization tours for targeted media, tour operators and travel influencers, to educate them on the destination for purposes of product development and to gain media coverage across multiple platforms. Increase public relations outreach. E. Plan and execute annual Olympic Peninsula Tourism Summit. F. Produce and distribute official 2025-2026 Olympic Peninsula Travel Planner (both print and digital) for fulfillment to visitor inquiries, as well as bulk distribution to on- and off -Peninsula visitor information centers, Seattle area hotels, SeaTac and Portland Airports, the WA State Ferry system, Seattle cruise port, and Black Ball Ferry. G. Facilitate co-op advertising in selected area publications such as the WA State Visitors Guide, the Scenic Byways Guide and other similar annual publications, as well as selected publications targeted with shoulder season campaign ads. 3. Describe how you intend to marketfpromote your promotion, facility, event or activity to potential tourists who reside outside Jefferson County. a) If an event, the date of the event: NIA b) The timeline for the tourism promotion activity you are proposing (e.g. May through July, 2025) Answer: This grant request is in support of both the ANNUAL OPTC marketing initiatives (January through December, 2025) as well as specific Spring, 2025 and Fall, 2025 campaigns. c) Target Audience Answer: (a) Greater Puget Sound area (1-5 corridor): Bellingham to Portland, emphasis Metro Seattle and South Puget Sound, and Metro Portland (b) Other Washington and Oregon markets (c) British Columbia / Vancouver Island —Victoria BC (d) Key domestic feeder markets, including Oregon, California, Arizona, Texas, Florida, New York (e) Targeted international markets, in conjunction with the State of WA Tourism, Visit Seattle and Port of Seattle initiatives. For 2025, the focus is primarily the U.K., German- speaking markets, Benelux, France, South Korea, Japan and Australia. Based on research, our four primary leisure target audiences are: outdoor adventure seekers, foodies, family travelers and romantics. d) Promotion methods you intend to use to reach the target audience. Answer: As a regional destination marketing organization, the OPTC engages in a broad spectrum of marketing initiatives, including: 1. Development of annual destination marketing campaigns, targeted to attracting off-season spring and autumn travel, to attract key target market visitors from greater Puget Sound, metro Portland and across Washington State to the Olympic Peninsula. This includes co-op advertising opportunities for OPTC partners, such as television and digital ads. 2. Create co-operative advertising in important annual visitor guides, such as the Washington State Visitors Guide, the Scenic Byways Guide and Map, and others. OPTC "buys down the rate" for participating individual co-op ads, by taking out a full -page ad, and shares that cost savings with co- op partners which historically has included representation from Jefferson Co. 3. Management of the destination website www.O1 m icPeninsula.or) including ongoing content development, outdoor activities, events listings, and lodging listings, to inspire travel to the Olympic Peninsula, including Jefferson County. The website includes a booking tool to facilitate direct bookings of lodging stays, including Jefferson County lodging. 4. Regular destination promotion via social media engagement, including natural beauty, outdoor activities, events, culture, and arts. 5. Production and distribution of the Olympic Peninsula Travel Planner (both print and digital), with content for all municipalities (including Jefferson County), plus Olympic National Park and Forest, with events calendar and complete lodging listings for all partners. A recent third- party study on the effectiveness of destination visitor guides showed that our Travel Planner helped drive incremental trips, extended stays, and incremental visitor spending (study findings available on request). In 2023 we added a "Travel Planner Lite" version for distribution on ferries, at the airport and cruise port, and other locations on the 15 Corridor. This version is thinner and contains a large map and QR code to the digital version. It allows us to get more planners in the hands of possible visitors. 6. Produce and distribute monthly destination communication through e-newsletters to over 63,000 consumers, plus area concierge and travel industry associates. These include partner highlights, such as festivals, events, arts, outdoor activities, and reasons for the reader to plan a visit. These e- newsletters have a higher than average open rate and standard click -through rate. 7. Working in conjunction with state and gateway partners, as well as our regional destination partners, we plan and develop appropriate familiarization tours for media and travel professionals, including international and social media influencers. e) Describe how you will promote overnight stays at Jefferson County lodging establishments. Answer: Jefferson County lodging establishments are represented on the OlympicPeninsula.org website, both in the "Lodging' section of the website (with contact information and links to each) as well as bookable through the BookDirect widget, when the lodging establishment participates in linked GDS systems. BookDirect also provides access to area STVR's through a link with AirBNB. Additionally, we promote lodging across the peninsula, including Jefferson County by our monthly a -news (distribution: over 63K) and selected promotions. f) If you intend to collaborate with another agency or non-profit to provide these services, please state the name of the organization and describe the nature of the collaboration: Answer: OPTC represents multiple funding partners across the Olympic Peninsula. The current funding partners are: Olympic Peninsula Visitor Bureau, Jefferson Co. TCC, City of Port Townsend, City of Sequim, City of Port Angeles, Forks Chamber of Commerce, Explore Hood Canal (Mason County tourism) and Grays Harbor County Tourism. OPTC also collaborates with the Olympic Peninsula tribes, such as the Jamestown S'Klallam, the Lower Elwha Klallam, the Makah, the Quileute and the Quinault. For certain projects such as those targeting the international visitors (trade shows, familiarization tours, media tours, etc), OPTC may also collaborate with the State of Washington Tourism office, the Port of Seattle, and/or Visit Seattle (the gateway city DMO). 4. How will you measure the effectiveness of your promotion, facility, event or activity? Answer: We use a variety of resources for measuring effectiveness including: • Annual Tourism Economics Report (County breakdown) — see Attachment A • Monthly lodging tax reports (WA Dept of Revenue) • Campaign -specific measurements such as impressions, call to action results, engagement, ROI Also, describe how you will document and report to the County the economic impact from your eventifacility. (State law requires the County to report annually to the State Department of Community Development and Economic Trade about the number of lodging stays and economic benefit from tourists generated by use of Lodging Tax proceeds for tourism promotion.) Answer: While we are neither an event nor a facility, we will report annually to Jefferson County the findings of the annual Tourism Economics Report (see attached). This report provides not only total visitor spending, by category, but also the associated state and local tax revenue generated, jobs associated the visitor spending and relevant employment revenues. We will comply with the JLARC reporting requirements. 5. What economic impact can we expect in Jefferson County from your proposed promotion, facility, event or activity? Forecasting future tourism volumes is an inexact science, at best. According to the most recent Tourism Economics report (2023), Jefferson County enjoyed 644,000 visits, up 6% from 2022. This proposal is designed to maintain core stability of Jefferson County's traditional OPTC support, with incremental growth for non -peak seasons all partners have collaboratively agreed upon related to the OP Tourism Master Plan (TM P) a.) Actual or estimated number of tourists at your event/facility last year (2024): Answer: Estimate is flat for 2025, especially in light of the loss of inventory at Kalaloch and Fort Flagler. b.) Estimated number of tourists who will attend your event/facility this year (2025): Answer: 2025 anticipated growth in cruise season, plus the month -long FIFA Cup World Cup (a precursor to the 2026 World Cup games) could generate additional pre- and post -event visitors on to the Olympic Peninsula, in Jefferson County. c.) Projected economic impact in Jefferson County from your event/facility (e.g. number of tourists who will stay overnight in Jefferson County -based lodging establishments; economic impact for Jefferson County restaurants, community facilities, amenities, events, and businesses). Answer: Indexed to the Department of Revenue's lodging tax revenue (see attached), the forecast is for these revenues to be flat, with Jefferson Co's revenues remaining at or above 2019 pre-COVID levels. 6. Describe your organization's area of expertise. Do you provide a unique service? Answer: The Olympic Peninsula Visitor Bureau with its marketing collaboration through the Olympic Peninsula Tourism Commission serves as the Regional Destination Marketing Organization for the Olympic Peninsula. Our regional destination marketing initiatives are carried out through and in collaboration with the Olympic Peninsula Tourism Commission. We are members of the WA State Destination Marketing Organizations. The executive director is the former WA State Tourism director, and serves on the Governor -appointed Washington Tourism Marketing Authority. We are uniquely poised to market this regional destination. 3. Background Information about Your Organization Attach the following items to your proposal in the order listed: (Note: To be considered by the Committee, all of the listed information must be included with your proposal.) Attachments: — Proposed 2025 promotion, facility, event or activity budget including income and expenses. ATTACHMENT C — 2024 Budget and Actual income and expense year to date statement(s). ATTACHMENT B — 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. ATTACHMENT D — If you desire, you may provide samples of promotion materials such as brochures or promotional materials (maximum of five). ATTACHMENT E-1: Impact of DMO Visitor Guides Study (4 pages) ATTACHMENT E-2: Summary of OP Tourism Master Plan (15 pages) Note: Staff will verify Incorporation status of the non-profit agencies who submit service proposals by checking the Washington Secretary of State's on-line corporation records. Olympic Peninsula Visitor Bureau: EIN: 91-1355604 UBI: 601 007 747 /—V +C,C rl f)AC Vl-� tt Attachment A for Jefferson Co LTAC Application for 2025 VALUE OF TOURISM TO JEFFERSON COUNTY (2023) DIRECT VISITOR SPENDING $159.9 M •LOdg:ng •Rood .R,,r,,, wn •R,INII •Tcm,,,t, N, • Direct Visitor Spending: $159.9 M (+7.4%) • 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%) • Direct Employment: 1,316 • Represents 8.6% of all county employment • Direct Labor Income: $47 M Source: Tourism Economics for SINT �kk r, cv"Y'f\ 1f 3 2116 "Iff 9 Sfi�]620J 511293i.A $115,DABT fWo,005.p0 f156$M.71 SM6,am. S166,3d4A0 SSEOA95q fLad," 21 51,40H.'v 1119% 2023 $58,9d9.2] 555,]38.d1 593,SW,63 $63.1193p S1ID,30].80 513a69&33 $iB0.516 ]fi S2X,p910] 526525B30 E230265,61 510:g,W2.91 $1N,920.]] E1. 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Oarosource: Washington Dept of Revenue Compiled by OWES Page 1 of 2 10/1/2024 OLYMPIC PENINSULA TOURISM COMMISSION OPTC 2025 DRAFT -VS Discussion Purposes Only Budget September Balance INCOME Earned revenues Bank Interest Tourism Summit TP Inserts Visitor Center Melling Partner Income Forks Chamber of Commerce Grays Harbor Tourism Jefferson County TCC Olympic Peninsula Visitor Bur Port Angeles, City of (LTAC) Port Townsend, City of (LTAC Sequlm, City of (LTAC) Mason County (LTAC) Other Income COOPS Victoria Print CoOps Spring Co -Op Marketing Partners Fall Co -Op Marketing Partners Scenic ByWay Video & Content Co Op WA State Visitor Guide Funds Carried Forward TOTAL INCOME EXPENSES Administrative 990 Tax Return Administration Annual Report Contract Work Meetings 30,000.00 10,000.00 14,000.00 12,000.00 35,000.00 67,000.00 33,000.00 16,000.00 20,000.00 7,500.00 204,500.00 30,000.00 40,000.00 6,600.00 14,000.00 90,600.00 25,000.00 360,100.00 300.00 33,000.00 500.00 20,000.00 500.00 54,300.00 CoOp Campaigns Fall/Winter 24 Remaining Exp 10,000.00 Fall Campaign 50,000.00 Spring Campaign 50,000.00 Other Co -Op ads Scenic ByWay Guide 12,000.00 WA State Visitor Guide 18,500.00 140, 500.00 Industry Participation Tourism Victoria -Membership 650.00 WTA Membership 2,500.00 3,150.00 Marketing Other Trade Shows 500.00 Digital Marketing 12,000.00 Fam Tours / International Mktg 3,500.00 Fam Tours / Media 2,500.00 Go Washington 1,200.00 Intl Martkerting Opps 2,500.00 ONP Seasonal Training 100.00 Travel Guides -Free 7,800.00 Social Media 750.00 Video & Content Creation 2,000.00 32,850.00 Media & Public Relations Constant Contact Service 6,500.00 Constant Contact Updates 350.00 Photo Purchase 750.00 7,600.00 Opportunity Funds 1,000.00 Tourism Summit Other 28,000.00 28,000.00 Travel Planner Design 1,500.00 Distribution - Certified Travel 11,000.00 Distribution Center Admin 13,000.00 Distribution/Victoria Airport 700.00 Web Sites Total Expense NET INCOME NET INCOME Digital Magazine Version Editing 425.00 Envelopes 2,500.00 Freight 1,000.00 Postage 13,000.00 Production 25,000.00 Project Coordination 2,000.00 Storage 1,375.00 68,575.00 Hosting/Maintenance 7,000.00 Updates/ Special Projets 15,000.00 Booking Engine 3,500.00 25,500.00 361,475.00 -1,375.00 lv+ti ch m f- n F 13 OLYMPIC PENINSULA TOURISM COMMISSION OPTC 2024 Budget September Balance INCOME Earned revenues Bank Interest 0.04 (0.04) Tourism Summit 29547.00 (29,547.00) TP Inserts 9,500.00 9597.90 (97.90) Visitor Center Mailing - - 91500.00 39144.94 (29,644.94) Partner Income Forks Chamber of Commerce 13,500.00 12946.48 553.52 Grays Harbor Tourism 11,000.00 10281.13 718.87 Jefferson County TCC 35,000.00 33318.33 1,681.67 Olympic Peninsula Visitor Bur 6S,000.00 61876.80 3,123.20 Port Angeles, City of (LTAC) 32,000,00 30467.63 1,532.37 Port Townsend, City of (LTAC 16,000.00 15231.17 768.83 Sequim, City of (LTAC) 20,000.00 19039.03 960.97 Mason County (LTAC) 7,500.00 7234.89 265.11 200,000.00 190395.46 9,604.54 Other Income TOTAL INCOME EXPENSES Administrative CoOp Campaigns Coops Victoria Print CoOps Spring Co -Op Marketing Fall Co -Op Marketing Partners Scenic ByWay Video & Content Co Op WA State Visitor Guide Funds Carried Forward 990 Tax Return Administration Annual Report Contract Work Meetings Fall/Winter Remaining Exp Fall Campaign Spring Campaign Other Co -Op ads Scenic ByWay Guide WA State Visitor Guide 1500.00 (1,500.00) 30,000.00 30,000.00 40,000.00 40,000.00 6,600.00 6600.00 - 11,750.00 11850.00 (100.00) 88,350.00 19,950.00 68,400.00 58,500.00 58,500.00 356,350.00 249,490.40 106,859.60 300.00 300.00 - 31,950.00 23,962.50 7,987.50 500.00 500.00 16,000.00 10,060.00 5,940.00 500.00 164.10 335.90 49,250.00 34,486.60 14,763.40 40,000.00 26337.28 52,500.00 12572.00 50,000.00 2960.00 2470.00 11,500.00 10585.00 18,000.00 17331.00 172,000.00 72,255.28 13,662.72 39,928.00 47,040.00 915.00 669.00 102,214.72 Industry Participation Tourism Victoria -Membership 650.00 650.00 WTA Membership Marketing 2,500.00 2,500.00 3,1S0.00 0.00 3,150.00 Other Trade Shows 500.00 500.00 Digital Marketing 12,000.00 12,000.00 Fam Tours / International Mktg 3,000.00 3066.89 (66.89) Fam Tours / Media 21000.00 685.17 1,314.83 Go Washington 1,200.00 1,200.00 Intl Martkerting Opps 2,500.00 2,500.00 ONP Seasonal Training 100.00 100.00 Travel Guides -Free 7,800.00 7800.00 - Social Media 750.00 750.00 Video & Content Creation 2,000.00 2500.00 (500.00) 31, 850.00 140 52.06 17, 797.94 Media & Public Relations Constant Contact Service Constant Contact Updates Photo Purchase Opportunity Funds Web Sites Tourism Summit Other Travel Planner Design Distribution - Certified Travel Distribution Center Admin Distribution/Victoria Airport Digital Magazine Version Editing Envelopes Freight Postage Production Project Coordination Storage Hosting/Maintenance Updates/ Special Projets Booking Engine Total Expense NET INCOME Write off Prior Port Townsend NET INCOME Cash on Hand Accounts Receivable Accounts Payable 6,200.00 5493.05 706.9S 350.00 350.00 7S0.00 75.00 675.00 7,300.00 5568.05 1,731.95 1,000.00 1,000.00 2,500.00 27870.18 (25,370.18) 2,500.00 27870.18 (25,370.18) 1,500.00 1517.55 (17.55) 10,225.00 10224.82 0.18 12,000.00 8640.00 3,360.00 700.00 615.71 84.29 425.00 420.00 5.00 2,500.00 2872.78 - (372.78) 1,000.00 668.31 331.69 13,000.00 10794.29 2,205.71 22,500.00 22535.81 (35.81) 2,000.00 1920.00 80.00 1,375.00 1375.00 - 67,225.00 61584.27 5,640.73 6,800.00 5000.00 1,800.00 10,000.00 10,000.00 3,500.00 3,500.00 20,300.00 5000.00 15,300.00 354,575.00 220816.44 121,465.16 1,775.00 28673.96 (14,605.56) -3578.25 25095.71 60769.01 15747.76 0.00 Balance Available 76516.77 Last updated 411812024 4+nc V n Q r T D OLYMPIC 2024 Board of Directors PENINSULA Lodging 110 rooms or less: At Large: Ex OfOcio Molly McAleer -President Jordan Schiefen Randy Johnson Strait Surf Cabins Jardin du Soleil Lavender Farm Clallam County Commissioner, District 179 Sunny View Drive 3932 Sequim Dungeness Way dohnsonfaco.clallam.wa.us Sequim, WA 98382 Sequim, WA 98382 360-417-2233 (office) 360460-2840(cell) 360-582-1185 molly@straitsurfcabins.com Info@jardindusoleil.com Office Information 3-year term expires 12/31/24 3-year term expires 12/31/26 618 S. Peabody Street, Suite P.O. Box 670 (mailing) Lodging/ 11 rooms or more: Taylor Chaffee. Vice President Port Angeles, WA 98362 Ingrid Goodwin Puget Sound Express 360-452-8552 Aramark/ Lake Crescent Lodge Port Townsend/Port Angeles 1-800-9424042(toll free) 916 Lake Crescent Rd. 411 Sunshine Ave 360452-7383 (fax) Port Angeles, WA 98363 Sequim, WA 98382 '727-5604796 360-385-5288 ............................. Goodwin-Ingrid@aramark.com '206-659-3398 OPEC Funding Partners Position term expires 12/31/26 Taylor@pugetsoundexpress.com 3-year term expires 12/31/25 OPVB Lodging / Bed & Breakfast: Above ( Currently Vacant) Judy Wah.Secretary 7 Cedars Jefferson County TCC Lodging / RV Park/Campground: 270756 US-101 Diana Smeland, Chair; David Delano. Treasurer 5equim, WA 98382 Steve Shively, Marketing Director Elwha Dam RV Park 360.681�6713 47 Lower Dam Rd 360-808.0183 (cell) City of Port Townsend Port Angeles, WA 98363 jwalx@7cedars.com Shelly Leavens, Dir. Of Marketing/Comm 509-322-6098(cell) 3-year term expires 12/31/25 Davidisherel73@gmaii.com City of Sequim 3-year term expires 12/31/25 At Large John Pabst Barbara Hanna, Dir, Of Marketing / Comm At Large - Lodging: Pacific Pantry (currently vacant) 229 S. Sequim Ave. City of Port Angeles Position term expires 12/31/26 Sequim, WA 98382 Ben Braudrick, Planning Supervisor 360-797-1221 256-426.2267(cell) Forks Chamber of Commerce info@wcl(Icoantrycom Lissy Andros, Executive Director 3-year term expires 12/31/26 Grays Harbor Tourism Mike Bruner Mason County Rachel Hansen 'Preferred Contact Phone Number WE 0 CD o� Z3 D n� 3 n' -v 7 c Q O c 3 n 0 3 3 o' m m OLYMPIC PENINSULA TOURISM COMMISSION TRAVEL PLANNER ROI ESTIMATES —QUICK FACTS Travel Planner distribution: 3,337 Incremental trips to Olympic Peninsula generated by the 105 trips Travel Planner (January 2020-July 2021): Average number of days in -market on incremental trips: 4.9 days Average visitor spending per day on incremental trips: $336.95 Total visitor spending on incremental trips: $175,043 Additional days spent in -market on trips 145 days extended by the Travel Planner: Total visitor spending on trips extended by the Travel $48,791 Planner: Total visitor spending impact of the Travel Planner: $223,834 —J Total visitor spending impact per Travel Planner $67.08 distributed: DMA WEST VISITOR GUIDE READERSHIP B CONVERSION STUDY 2020-20,T Destination 0 Analysts VISITOR GUIDE ROI COMPARISON MATRIX Olympic 32 4.9 $336.95 $57,455 43 $74,621 $67,076 $67.08 Peninsula Destination A 8 5.4 $388.73 $17,924 15 $5,912 $23,836 $23.84 Destination B 26 4.1 $340.48 $36,321 56 $19,128 $55,449 $55.45 Destination D 32 4.2 $286.03 $37,554 24 $6,963 $44,517 $44.52 Destination E 29 4.1 $410.42 $48,799 27 $10,965 $59,765 $59.76 Destination P 20 3.6 $347.16 $24,410 13 $4,637 $29,047 $29.05 Destination G 17 8.8 $288.12 $41,929 34 $9,667 $51,596 $51.60 Destination H 74 3.7 $320.92 $87,985 26 $8,403 $96,388 $96.39 Destination 1 10 5.2 $289.40 $14,814 15 $4,273 $19,088 $19.09 Destination 1 19 3.5 $561.30 $36,836 15 $8,186 $45,021 $45.02 Destination K 38 3.2 $259.55 $31,451 18 $4,551 $36,003 $36.00 Destination L 37 4.2 $277.66 $43,119 38 $10,661 $53,780 $53.78 Average 28 4.6 $342.23 $39,466 27 $8,997 $48,464 $48.46 DMA WEST VISITOR GUIDE READERSHIP & CONVERSION STUDY 2070-2021 Destination 4iAnatysts Maps 80.6% Attractions 71.9% Recreation 63.0% Travel tips 61.2% Accommodations 51.8% Noe -Local Re'!"" I POINT OF ORIGIN: TOP Ili ' Sl 4 Portlard,OR.WA 8.8% I Tacoma, WA 45% Olympia, WA 2.9% Raise On, ID 2.3% Local Resident, 3.6% i © r M ® O The average visitor spent 4.9 65.2% of visitors days and 4.1 nights in stayed in an Olympic Olympic Peninwl. Peninsula hotel Per Travel Party $148.89 Per Person The official Olympic Pminsvla murlsm websile 99.3% Posh by Olympic Peninsula on FacebooR 14.4 % Olympic Peninsula's boards on Pinterest 7.9% Posts by Olympic Peninsula on Instagram 7.2% Tweets by Olympic Peninsula 1.4% mnuance or travel rlanner an uecision to visit %of vlsibrs) were influenced by the of those influenced said Travel Planner to visit the Travel Planner was Olympic Peninsula important or very important to their decision Per Guide Distributed Destination 0 A n a 1. s • y o O 4l Q O d m O L oyy o c% o C N 0 w 7 1 ' H e0 c N yn N 3 co rt � � � / � � i� � i :� • Marc Abshire Port Angeles Chamber of Commerce • Lissy Andros Forks Chamber of Commerce • Ben Braudrick City of Port Angeles • Sarah Copley Puget Sound Express • Pam Dahl Aramark / Lake Crescent Lodge • Commissioner Heidi Eisenhour Jefferson County • Barbara Hanna City of Sequim • Michele Jaeger Greenhouse Inn by the Bay • Bria Miller 7 Cedars • Lorrie Mittmann Peninsula Adventure Sports • Renee Rux Quileute Tribe • Steve Shively Olympic Culinary Loop Jefferson County Tourism Coordinating Council • Jessica Wiersma Black Ball Ferry Line • Marsha Massey Olympic Peninsula Visitor Bureau Olympic Peninsula Tourism Commission • Debbie Wardrop DebbieWardrop LLC 3 O n C > O �7 z 3 O3 _ T1 n N 0 N W O _ i Occ • < m m w4% m Q m + 2 k 2 m M 3 = ƒ m K w 3 ( > o E ID K @ X J o ® 2 § m 2 ® @ ■ — � S. 0 m 0 MCL 2 g o CL ° w r s ƒ o -1 > K O $ m � k § . � 3 ■ O =o O < 3 'a' m v O O C 3 CL v N 5-0 r 04 04 r+CD n �. m r} Cn N 3 c � � m O O +o O 3�0 �C)U) .� cD N O h r+ U� 3 C o C 1 =� O � be°chy n CL 7 o - refreshing gr°ler a O — �' o healthy `G o Q expensive 3 c o community o o °e°' diverse easy ='o°d natural c, green � ,,,,,::,,t Wet Q 0 = � ° a n ° (D �� Q _� ° 3 Q� 0" _ cQ Q - h (p � Q �- 0� serene — r+ � 3 Q fD challenging m a 7 3 o f`1 N• histonc cdecl:e a wh°Ics°me m _ r°m°nllc CJ') CSI -1�- CA N < CD 77 D O 0 � aC cD CD cD o 3 3 O O (D �. 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