HomeMy WebLinkAboutDec2024 TCC Meeting Minutes
Tourism Coordinating Council – Jefferson County
Minutes of the Tourism Coordinating Council
December 10, 2024
The December 10, 2024 meeting of the Tourism Coordinating Council (TCC) for Jefferson County,
convening as a hybrid meeting - called to order at 2:02 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, Bethany Smith
Excused: Commissioner Greg Brotherton
Valued Partners:, Jessie Short, Caitlin Friedman, Jim Friedman, Debbie Wardrop, Natalie Maitland,
Shelly Arnell Brennan
TCC Marketing Coordinator: Steve Shively
Public Comment was received. Comments included: Dan Ventura raised concerns about the lack of
funding and input in the proposal process, emphasizing the need for humility and collaboration to
avoid conflicts with the Board of County Commissioners. Debbie Wardrop echoed this sentiment,
advocating for openness to change and constructive progress.
Diana addressed TCC's recent funding challenges as a central topic of discussion, particularly
following the Board of County Commissioners' decision to award zero 2025 funds towards TCC.
Diana encouraged remaining TCC members to seek partnerships with organizations such a OPTC
and their efforts to move forward with the Olympic Peninsula Tourism Master Plan to continue
promoting tourism in Jefferson County. Steve's expertise in marketing was acknowledged, and the
board expressed its commitment to adapt and support tourism despite financial constraints.
Approval of Agenda and Consent Agenda Consisting of TCC October 15, 2024 Meeting minutes, as
well as the current TCC budget, and JeffCo. Hotel Room Tax budget reports were all approved by
consent – after discussion – and without objections. Approved.
TCC Marketing Report - Steve's report provided a reflective review of 10-years with TCC. All
stakeholders have changed, as has the “Discover the Dragon” brand. “Enjoy Olympic Peninsula”
was crafted in collaboration with Port Townsend’s then newly launched “Enjoy PT”, so
recommendation to again consider alignment with future county branding founded in the Olympic
Peninsula 5-year Tourism Master Plan, as well as strategic collaboration with Port Townsend.
Marketing efforts have shown success, with the Travel Planner Lite achieving full distribution and a
significant increase in electronic engagement. A co-op marketing campaign generated over 5.4
million impressions, and partnerships with media outlets and Brand USA have enhanced visibility.
Steve highlighted upcoming legislative efforts for the establishment of Tourism Improvement
Districts (TIDs) in Washington State, which would allow lodging professionals to self-assess
dedicated tourism funding.
The discussion also touched on the need for legislative support for TIDs and addressing limitations
affecting rural areas. Additionally, local winter events have seen good turnout, and the importance
of building relationships with the new County Commissioner was emphasized, with a focus on
improving communication and collaboration to support sound tourism initiatives.
OPTC Report – Marsha's Reported on demonstrated success in increasing tourism visibility
through strategic media campaigns, international market engagement, and improved regional
CALL TO ORDER
PUBLIC
COMMENTS
CHAIRS
COMMENTS
CONSENT
AGENDA
TCC MARKETING
COORDINATORS
REPORT
OPTC REPORT
transit infrastructure. Both large-scale and localized marketing efforts have effectively driven
awareness and visitation, especially the fall-winter “Coast Is Clear” campaign. Highlights include:
1. Co-op Campaign Performance:
o The fall co-op campaign, focusing on the shoulder season, has delivered interim
results exceeding previous campaigns. Full details are expected by February.
o The promotional campaign offers four premium getaway packages, including one
at the Resort at Port Ludlow, generated over 5.4 million impressions.
o A $104,000 investment in paid media through OPTC partners co-op has resulted in
significant outcomes, including coverage in 16 media outlets in November alone,
with nearly 500 million total impressions and reach. Notable outlets included
Forbes and the LA Times.
2. International Market Expansion:
o Efforts are ramping up post-COVID, with partnerships involving the State of
Washington Tourism, Visit Seattle, and Brand USA.
o An inbound South Korea mega fan event included 40 South Korean tour
operators, showcasing Washington through virtual and in-person experiences,
Marsha will be representing the Olympic Peninsula Visitor Bureau.
3. Transit and Visitor Center Enhancements:
o Efforts to improve transit connectivity include making the Gateway Visitor Center
a transit hub by aligning with Jefferson and Clallam Transit. This includes plans to
pave the area, install vault toilets, and enable better ferry access via the two
Express bus routes.
o Clallam Transit introduced bus wraps featuring Olympic Peninsula branding and
photography, funded partly by lodging tax, with an estimated 2+-year lifespan as
mobile advertising.
New Business – Per TCC Bylaws (amended January 11, 2022), Article III, Section 3, the annual
meeting of TCC convened, voting by unanimous consensus to elect Diana Smeland Chair, Dan
Ventura Vice Chair and the TCC assigned County Staff as Recorder. Regular meetings of TCC will
continue on the second Tuesday of each month, beginning at 2:00PM
BoCC will be informed of the addition of Catlin Friedman as Quilcene alternate to TCC, replacing
Brian Cullin.
Next steps – To ensure effective preparation and alignment for TCC's 2025 goals include:
1. Bylaws Review and Potential Revision:
o A review of the current bylaws is likely necessary to address organizational clarity
and prevent issues similar to those experienced in 2024.
o The focus will be on refining responsibilities, relationships with members,
businesses, and the county, and determining approval processes for proposals and
actions.
o Current 2022 amended bylaws will be shared for reference.
2. Engagement and Vision Setting:
o Discussions with Greg Bretherton are needed to understand his vision and
potential areas of focus for TCC.
o These discussions will ideally take place in January 2025 and could involve separate
meetings or smaller group sessions to develop proposals.
3. Streamlined Planning Approach:
o A subcommittee approach should be considered to draft and discuss bylaw
changes before presenting them to the full TCC council.
o Any bylaw amendments will require 67% board approval for adoption.
OPTC REPORT
(Cont.)
NEW BUSINESS
Area Reports –
Forks– Marsha reports that Forks has had an exceptionally busy year in 2024, with visitor numbers
at the Forks Visitor Center surpassing previous records, including the peak of the "Twilight"
tourism boom. Pre-2008 annual visitation was around 18,000, but this jumped to 70,000 in 2009
and nearly 73,000 in 2010. In 2024, with one month still uncounted, the visitor count has already
exceeded 75,000, marking the town's busiest year yet. While the community appreciates the
success, residents are looking forward to a quieter period with events such as a Light Parade
before preparing for the next wave of visitors. The West End overall is thriving.
Quilcene – Worthington Park - Cleone and Catlin shared updates about activities in Quilcene and
Worthington Park. A pre-lighting ceremony in downtown Quilcene, led by a preschool mom, was
well-attended and included Santa Claus and festive decorations. The team is focusing on marketing
weddings, particularly micro weddings, during the winter months to increase bookings for the
venue. They're also finalizing next year's calendar of public and private events to market for.
They highlighted a notable October wedding where unexpected wind disrupted plans for an
outdoor ceremony under a tent. The event was moved indoors to the house, accommodating
fewer than 50 guests. Despite the changes, the wedding was described as magical, with part of the
celebration moving back outside after the ceremony. The team is working with partners and looks
forward to leveraging these collaborations for future success
Brinnon - Dan Ventura shared updates from the Brinnon area, focusing on event planning and
contacts for upcoming projects. Key points include:
1. Future ShrimpFest Event Planning Deadlines:
o As a June event, organizers need to finalize the name, date, time, URL, and other
materials (e.g., flyer or logo) by February 15 to meet deadlines for inclusion in
OPTC travel planners and online promotions.
o Promotion efforts should begin by March to maximize exposure.
2. Pleasant Harbor Project Updates:
o Garth Mann is currently focused on a large project in his home country of Canada,
with John Holbert, a long-time local resident and stakeholder, now serving as the
primary contact for the Pleasant Harbor development.
o John is engaging with regional organizations such as the EDC, NHCCC, and others
to advance the project.
o Architectural design and marketing responsibilities are still managed from Canada
at this stage.
Marrowstone – Fort Flagler – Aaron reported on activities and upcoming projects at Fort Flagler
State Park on Marrowstone Island, noting that while progress is steady, this winter may see
challenges from ongoing construction and seasonal tree impacts. Highlights include:
1. Current Activities:
o Seasonal work has been busy, though camping has slowed.
o Vacation houses remain popular, particularly on weekends.
2. Project Updates:
o Welcome Center: Awaiting the bid process; construction is expected to start in
February and finish by July.
o Mystery Bay Pier: Pending permits, with hopes to begin construction next summer
if funding is secured.
o Theater Restoration: Bid process starts soon, with construction planned from
March to July.
o Window Rehabilitation: Contractor awarded, with work scheduled for March.
o Upper Campground: Construction is complete; park staff is preparing it for
reservations from May to October.
AREA UPDATES
o Paving Projects: Repairs to potholes are planned throughout the park.
Tri-Area - Bethany provided an update, noting that she is no longer with the Alcohol Plant but
shared insights about recent and potential activities:
1. Upcoming Events:
o There were plans for pre-fixed dinners on Christmas Eve and Christmas Day,
though details are unclear.
o It appears no events are scheduled for New Year's Eve.
2. Recent Highlights:
o A successful Thanksgiving event was hosted.
o The Bayside Skills Center recently launched, focusing initially on culinary training
and eventually expanding to other hospitality skills like gardening.
o A fundraiser for the Skills Center, held in collaboration with the East Jefferson
Rotary, was successful.
Gateway VIC – Steve reported on the Gateway Visitors Center's progress and challenges:
1. Visitor Numbers:
o While not as high as Forks, the center has seen a steady increase in visitors.
o The roundabout's lack of signage has contributed to visitor confusion, often
redirecting travelers into the center for directional guidance.
2. Improvements and Partnerships:
o Excitement about a potential transit partnership with Jefferson and Clallam Transit
to enhance connectivity to Kingston and Bainbridge ferry’s and to enhance VIC.
o Concerns about temporary disruptions from upcoming paving, EV charger
installation projects and vault toilet installations, though these improvements are
seen as valuable in the long run.
3. Collaboration Efforts:
o Gratitude for support from the LTAC and desire to collaborate with the North
Hood Canal Chamber on proposed initiatives.
o Interest also in connecting with Natalie and expanding partnerships to benefit Port
Townsend and East Jefferson related to VIC services and solutions.
Port Ludlow – Diana emphasized the community's festive spirit and the importance of planning
events well in advance to boost participation. Her shared updates from Port Ludlow, highlighting
recent and upcoming events:
1. Recent Event:
o The tree lighting event last Saturday was well-attended, with clear skies just in
time for Santa’s appearance.
2. Holiday Activities:
o The golf course is holding a holiday sale through Sunday, with additional discounts
on "Bow Day."
o The Lighted Boat Parade with Santa is scheduled for December 20, featuring hot
chocolate and a festive atmosphere.
3. Dining Specials:
o The Fireside Restaurant is hosting a Christmas Eve event, with tickets selling
quickly.
o A special New Year's Eve menu will be available, timed with New York’s celebration
for early revelers.
4. Future Plans:
o Eight to ten wine dinners are scheduled for 2025, with dates being set to allow for
early marketing.
AREA UPDATES
(Cont.)
Valued partners shared –
Jessie – shared that the Port Townsend Farmers Market will be running through December 21st.
And discussion on bringing back a midweek Port Townsend Market and extending the length of the
Chimacum Farmers Market.
Natalie emphasized the importance of the new branding project for helping shape Port
Townsend’s tourism future and highlighted the adaptability of Fort Worden’s visitor services
during various transitions. Her report included:
1. Port Townsend Branding Project:
o A new branding initiative for Port Townsend is kicking off next week, led by Arnett
Muldrow, www.arnettmuldrow.com. in collaboration with the city and
stakeholders.
o The five-month project will engage various groups, including youth, health and
community leaders, maritime and outdoor recreation, accommodations,
restaurants, and food and beverage sectors.
o The goal is to create a new brand identity that aligns with the broader Olympic
Peninsula brand.
2. Fort Worden Visitor Center Update:
o The visitor center at the Fort has been relocated to the guardhouse for the winter
due to the Commons closure.
o The new space offers a condensed but curated brochure collection and is
functioning as a one-stop shop for visitors.
SWT – Marsha provided updates on the State of Washington Tourism (SWT) activities and regional
tourism dynamics:
1. Tourism Events and Participation:
o SWT will be present at IPW, a major tourism event in June, but the Olympic
Peninsula's attendance at Go West is uncertain this year.
o The Olympic Peninsula remains a highly desired destination, benefiting from strong
interest regardless of direct presence at these events.
o Marsha suggested that future participation at events like Go West might be more
effective if hotels or tour operators, such as Puget Sound Express, represent the
region instead of tourism officials.
2. Strategic Approach to Event Attendance:
o Attendance at events could be optimized by focusing on cost-effective
opportunities, such as when events are held closer to the region.
o The state will forward any relevant leads generated at these events to the region,
ensuring engagement even without direct attendance.
3. Indigenous Travel Development:
o The Jamestown S'Klallam Tribe has purchased the KOA campground near Olympic
Cellars Winery, signaling potential for additional indigenous tourism opportunities.
Additional Opportunity for Public Comment – None
Next convened Meeting of TCC is Tuesday January 14, 2025 – 2:00 PM scheduled as a hybrid – in-
person from Port Ludlow and/or via Zoom access.
Adjournment –adjourned at 4:04 PM
Submitted – Steve Shively
AREA UPDATES
(Cont.)
PUBLIC
COMMENTS
NEXT MEETING
ADJORN