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Home My WebLink AboutOct2024 TCC Meeting Minutes DRAFT v.10252024 Tourism Coordinating Council – Jefferson County Minutes of Special Meeting of the Coordinating Council October 15, 2024 (DRAFT) The October 15, 2024 special meeting of the Tourism Coordinating Council (TCC) for Jefferson County, convening as a hybrid meeting - called to order at 2:01 PM by TCC Chair Diana Smeland, noting a quorum was in attendance. Council members present: Chair Diana Smeland, Marsha Masey, Cleone Telling, Dan Ventura, Aaron Terada, Amy Neil Excused: Bethany Smith Valued Partners: Commissioner Greg Brotherton, Jessie Short, Caitlin Friedman, Natalie Maitland, Christina Putman TCC Marketing Coordinator: Steve Shively No Public Comment received Approval of Agenda and Consent Agenda Consisting of TCC September 10, 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 slide deck related to his upcoming LTAC applications for TCC and invited questions from all. Greg presented the proposed TCC application, acknowledging that his is the result of a top-down vs. collaborative effort, emphasizing a desire to measure the impacts of transitioning from destination marketing to destination development. He also outlined several initiatives for the Gateway Visitor Information Center (VIC), including proposed operations being absorbed by North Hood Canal Chamber of Commerce (NHCC), of which Greg is a Director of, for improved access and the scheduled installation of the previously awarded EV chargers. His presentation also touched on his thoughts of the potential for discussed Hood Canal Bridge-Paradise Bay roundabout monument art to be located, instead, as public art at the Gateway as one example of his felt need for year- round visitor amenities at the Gateway VIC, while others felt that picnic tables and improved restrooms would provide higher valued visitor amenities at the VIC. Greg further referenced a Croatian study linking infrastructure investment to tourism growth and again mentioned his desire to consolidate visitor information centers in East Jefferson County. Greg reported also working on revisions to established TCC bylaws. Greg noted that summer months were nearly fully booked and he posed questions regarding measurement methods for the TCC, highlighting the importance of both qualitative and quantitative measures beyond monthly State Department of Revenue and annual State of WA Tourism Economics findings employed currently by OPTC and TCC. Commissioner Brotherton’s presentation then shifted to lodging tax revenue trends, with acknowledgement that increases were primarily due to added inventory of short-term rentals (Occupancy capacity) vs. solely hoteliers raising Average Daily Rate (ADR). Greg suggests future partnerships with the Department of Community Development to refine short-term rental policies, along with development of potential events to boost lodging tax revenue. TCC discussed measuring the effectiveness of their digital marketing campaigns, including utilizing Urchin Tracking Module (UTM) codes, i.e. Google Analytics (GA) as a tool. While acknowledging the inherent challenges of precisely linking an inspirational promotions campaign to “Enjoy…” that directly results in the confirmed reservation of CALL TO ORDER PUBLIC COMMENTS CONSENT AGENDA COMMISSIONER REPORT NEW BUSINESS a specific Jefferson Co. lodging without having our UTM codes imbedded in the property specific point of sale. New Business: Resolution of thanks and appreciation was read, and unanimously voted to present to Crystie Kissler in receipt of her years of excellent service to TCC and all Olympic Peninsula tourism. Additional new business discussed by TCC was a formal response to the Jefferson County BoCC's Sept. 9 memo regarding changes that TCC found as sudden and non-collaborative. Concerns were raised about a lack of open dialogue and transparency from the BoCC in its decision-making process, which was viewed as top-down rather than cooperative. TCC proposed a reply expressing disappointment and reinforcing that the TCC operates transparently and collaboratively, in line with BoCC expectations. Suggestions were made to send the response not only to the BoCC but also to the LTAC and possibly to a wider audience, such as local newspapers, to make the public aware. The goal is not to seek a retraction but to emphasize the importance of collaboration in tourism efforts and express dissatisfaction with the recent lack of inclusive communication. The board agreed to finalize the tone and content, considering how best to engage the BOCC, LTAC, and possibly the public for maximum impact and accountability. OPTC Report – Marsha reported that their monthly e-newsletter now reaches 64,615 contacts, with an October open rate of 39%—their highest to date. The click-through rate exceeded 2%, driven largely by interest in a marketing contest highlighted in the newsletter. Other popular content included a blog on family activities in Grays Harbor County (like razor clamming and fishing) and coverage of various fall events. Notably, Culinary Loop offerings of the Apple and Cider Festival video, received many clicks, as did Crabfest content. Overall, the newsletter saw strong engagement, including media coverage and distribution TCC Marketing Report - Steve's report provided a comprehensive update on tourism metrics, funding challenges, and future strategies for regional tourism. Key metrics included the "heads in beds" room tax revenue, showing recovery in 2024 after a catch-up in 2023 data. Media engagement through FAM tours and distribution of print materials has been strong, bolstered by initiatives from leveraging OPTC’s "The Coast is Clear" campaign, promoting destinations with a contest running through December. Highlighted from the WA State Tourism Conference was the emphasized need for sustainable funding, spotlighting great interest in a Tourism Investment District (TID) model, which has been successful in 23 other states. The TID would levy a minimal self-assessment across multi-tourism sectors (e.g., hotels, restaurants, rental cars, event admissions) rather than relying solely on lodging taxes. Washington state ranks low in tourism funding, so this self-sustaining model could be a game-changer by establishing consistent funding through industry cooperation rather than biennial legislative requests. The state seeks to pass TID legislation by 2025, with potential funding activation by 2026. Area Reports – Marrowstone – Fort Flagler – Aaron provided updates on several park projects. The upper campground is nearly finished and will be ready for reservations in the 2025 season (May– September), with improved, larger sites and scenic views. A new entrance contact station remains on track for 2025, pending a county permit. Additionally, new windows will be installed on the second and third floors of the fort’s hospital in January, while the Fort Flagler Theater is undergoing a full renovation, including siding, roofing, floor refinishing, acoustics, and a new bathroom, expected to finish this winter. OPTC REPORT TCC MARKETING COORDINATORS REPORT AREA UPDATES In response to questions, Aaron confirmed that the campground redesign includes more vehicle sites and overflow parking, reducing the need for walk-in sites. He noted that while Fort Flagler’s restoration reflects the agency's preservation efforts, there hasn’t been a similar plan for historic buildings at Cama Beach or the retreat center dorms. However, they aim to reopen Camp Wilson, a smaller retreat center, for groups of up to 25, by 2025. Quilcene - Cleone reported that the successful Oyster Race’s 200+ participants consumed three and a half gallons of oysters, and the Fiber Festival last Saturday drew over 800 attendees. Highlights of Fiber Fest included sheep shearing demonstrations, musicians, and wool cleaning (carding) activities with attendees singing while working. Upcoming events include the annual Scarecrow Contest, with displays starting on October 18 and judging on October 26. Caitlin provided updates on wedding-related activities. The Worthington House is now listed on herecomestheguide.com, targeting micro-weddings and elopements. They’ll also participate in the Jefferson County Wedding Tour, though they are booked for a wedding on the same weekend. The venue hosted four weddings this year and hopes to increase to six next year. Brinnon: Dan shared updates on efforts to promote "sustainable rural living" in Brinnon, focusing on strengthening the tourism industry, which is vital for the community's economy. With most local residents working outside Brinnon in non-tourism sectors, there’s an increased emphasis on agritourism, and conservation-centered tourism. The County Planning Commission is meeting at the Brinnon Community Center to discuss possibly relaxing ordinances that could boost these tourism sectors and create local jobs, especially for younger residents. Regarding Pleasant Harbor Marina Resort, Dan mentioned that early work on stormwater management might have begun, though no significant visible construction (e.g. roads) has started yet. West End – Amy reported that five cabins at Kalaloch have been tentatively closed for next year due to unstable conditions. These cabins are being monitored and won’t be available for spring and summer reservations until stability can be confirmed, as erosion may pose a risk. The National Park Service is considering a long-term plan, dubbed "Kalaloch 2.0," to address ongoing environmental challenges, which include erosion and changes in the coastal landscape. This plan could involve relocating parts of the lodge and surrounding facilities back to areas that were once cleared but have since grown back into forest. However, the lodge will not expand due to limited water and septic facilities. The unpredictability of ocean conditions highlights the need for a more extensive and enduring solution. Port Ludlow - Jessie reported on behalf of Diana upcoming events and activities at the Port Ludlow Resort, including this weekend’s Jefferson County Wedding Tour, with a community adult prom at White Lotus, followed by open house tours of various venues around Port Townsend and the region. While ticket sales are slow, there’s hope for a good turnout despite the weather. The resort’s sunset dinners continue Monday through Thursday, with prime rib on Fridays. Both the golf course and marina are seeing a seasonal slowdown, but there’s a full lineup of wine dinners planned for November, and Thanksgiving reservations are expected to boost activity. The Port Ludlow Performing Arts group will also feature a comedian in November, adding to the entertainment offerings. Gateway VIC - Christina's report highlighted a positive trend that, despite a seasonal fall slowdown in overall visitor numbers, the new SR19/104 roundabout has inadvertently redirected visitors who miss their turn onto Highway 104, leading them to the VIC where the Gateway can assist them. This has allowed for increased interaction, enabling her to provide guidance to other visitor centers and ranger stations in the area. As she continues settling into her role at the VIC and learns more AREA UPDATES (Cont.) about the region, Christina is focused on helping visitors and navigating the local landscape effectively. Forks and Clallam Co. – Marsha's report on Clallam County highlights the announcement of a new upscale RV park called "RV at Olympic," set to be built near Deer Park. This project, developed by 1892 Capital Partners, will feature 98 RV sites and a cashier-less operation, with plans to open by mid to late April 2025. The park aims to cater to higher-end RV travelers, with anticipated rates between $70 to $100 per night, distinguishing it from typical campgrounds. While the county's planning department has not publicly commented extensively, Marsha noted that the announcement was received positively, although some local residents have expressed mixed opinions on social media. The RV park is intended for short-term stays, not long-term rentals, although there may be flexibility in the off-season for visiting nurses or temporary workers to the area. Marsha offered to share the press release for further information. Additional Opportunity for Public Comment – Jessie asked clarification regarding LTAC adding discussion of possibly accepting future applications from for profit organizations to the most recent LTAC agenda. Caitlin expressed concern on behalf of the all volunteer Worthington Park that BoCC changed LTAC’s 2025 funding priorities at the last minute, preventing her organization from optimally applying to the newly announced priorities. Adjournment – After a brief bifurcated dual TCC meeting due to internet issues at the Port Ludlow Inn, the internet connection restored the full meeting, so that it could be adjourned at 4:08 PM Next convened Meeting of TCC is Tuesday November 12, 2024 – 2:00 PM scheduled as a hybrid – in-person from Port Ludlow and/or via Zoom access. Respectively Submitted – Steve Shively AREA UPDATES (Cont.) PUBLIC COMMENTS ADJORN NEXT MEETING