Eastside Tourism Roundtable • Who are we? • What is our region? • What is our brand/identity?
Development process • Map environment and take asset inventory • Develop a mission and vision statement • Develop guiding principles • Develop a strategy • Identify funding opportunities • Draft an organizational structure • Agree to a one & two year work plan • Establish performance measurements • Implement management structure
What do we sell?August 7, 2007 Marketing meeting • Active outdoor activities/recreation • Historic and cultural sites • Scenic (Mountains to Sound Greenway) • Shopping • Special events/festivals • Arts and culture • Wine • Proximity to Seattle • Authentic Northwest experience • “Safe, affordable family fun”
Cities (Newcastle, Issaquah, Snoqualmie, North Bend, Redmond, Woodinville, Bellevue, Kirkland, Mercer Island, Duvall, Roslyn, Cle Elum) Counties (King, Kittitas) Snoqualmie Nation Puget Sound Regional Council Enterprise Seattle 4Culture Mountains to Sound Greenway Seattle Convention and Visitors Bureau Eastside Arts Coalition Hotel community Shopping centers Festival management Chamber of Commerce Economic development professionals (Cities) Downtown Associations PACE Suncadia Kirkland Performance Center Rowley Enterprises Argosy Cruises Strategic Partners
Vision Statement “A Visitors Bureau that markets the experiences that make the Eastside a compelling destination”
Mission Statement “Promote the cultural, historical, natural, recreational attractions on the Eastside by building a partnership, developing a brand, and marketing the destination”
Guiding Principles (1) • Develop a network of Eastside tourism stakeholders to promote the interests of the entire region • Facilitate collective marketing opportunities • Primarily focus on sustainable economic development and vitality • Deliver exceptional (ROI) to stakeholders
Guiding Principles (2) • Create an ‘inclusive’ rather than an ‘exclusive’ organization • Maintain excellent communications between member organizations, Board of Directors, and staff • Promote ‘Green Tourism’ and make management decisions to support ‘Green’ initiatives
Strategy • Brand region (Napa Valley model) • Support and encourage strong branding of our member communities • Leverage funds to promote our amenities to regional, national and international guests • Develop cooperative promotion opportunities • Develop multi-site itineraries • Work with Seattle and other regional tourism organizations
Branding suggestions • Mountains to Sound Greenway Visitors Bureau • Washington State’s Central Park • Seattle’s Eastside • Mountains to Sound Playground • Outside Seattle (east-bound)
Products and Services (2-year plan) • Develop a brand • Launch a regional website (activity based) • Produce a visitors guide • Maintain an electronic press kit • Maintain a ‘news bureau’ (an internet site press room) to announce important events and activities in the region
Products and Services(cont’d) • Develop an advertising program to increase awareness of area, especially in the shoulder and off-season • Participate in consumer trade shows, media fams, and other tourism promotion opportunities • Maintain a photo collection • Generate press releases
Products and Services(cont’d) • Develop a group tour planner guide (electronic and print) • Develop and maintain a meeting facilities guide for the region • Organize sales blitzes and sales/media missions • Develop cooperative advertising promotions (all media)
Funding 2007 • City and County contributions • Corporate contributions • State support??? • Kittitas County? • Port of Seattle? • Other?
Funding 2009- • Tourism Promotion Area (RCW 35.101) • House Bill 1276 (State tourism funding) • Membership?? • LTAC funds • Assessments • Participation fees • Other
Tourism Promotion AreaHistory • Established in 2004 (Spokane) • Objective to fund DMOs and protect their funding from PFDs • Who is currently using or soon will be (Spokane, Walla Walla, Tri-Cities, Wenatchee, Clark County, Liberty Lake, Snohomish County, Kitsap County, Pierce County) • Most DMOs are currently considering
Tourism Promotion AreaWhat is it? • An assessment on an occupied hotel room per night, not to exceed $2 • There are 6 potential categories of assessment • All monies are governed by the hospitality community and cannot be used for capital expenditures • Our proposed work plan meets the criteria
Tourism Promotion AreaAnticipated revenue streams • East King County has 6,000 rooms • Estimated average collection of $1/night • Estimated occupancy of 70% • Estimated budget $1,533,000 annually
Tourism Promotion Area2006 collections • Tri-Cities ($1.50/rm) $ 800,000 • Clark Cnty ($2.00/rm) $ 913,600 • Spokane Cnty ($.50-1.50) $1,533,000 • Liberty Lake ($.50-1.50) $ 24,400 • Yakima ($.50-1.50) $ 352,000
Tourism Promotion AreaHotel inventory • Bellevue 3714 • Issaquah 382 • Kirkland 724 • Redmond 846 • Snoqualmie 95 • Snoqualmie Pass 81 • Woodinville 88
Tourism Promotion AreaObstacles to incorporate • Need to form a DMO (501-C6) • Need to amend the definition of “Legislative Authority” (Counties with populations over 1 million are excluded) • 60% ‘yes’ vote by number of rooms in defined TPA region (weighted vote) • Designate the “Legislative Authority”
Tourism Promotion AreaNext steps • Do we proceed on a legislative initiative? • Do we become a real organization? • Do we get city commitments before we begin the legislative initiative? • Do we hire state expert to guide us through the process? If so, what is the budget and how is it funded?
RCW 35.101.010Definitions • Original Language (2) “Legislative authority” means the legislative authority of any county with a population greater than forty thousand but less than one million, or of any city or town within such a county including unclassified cities or towns operating under special charters.
RCW 35.101.010Definitions (2) • Added language “In counties with populations greater than one million, a legislative authority may be established by three or more participating cities or towns within the county that are also within a single tourism promotion area”.
Rep. Fred Jarrett 41st District • Bill will be dropped by 1/18/08 • Jarrett has secured support • Need to thank Rep. Glenn Anderson 5th District • Start working the hill (Steve Buckner), Skip Rowley’s lobbyist • Local community needs to voice support
Next steps for the Hotel Council • Form a governing board (Hoteliers) • Define what tourism means • Set-up the governance structure • Define (6) categories within TPA • Decide on the “Legislative Authority” • Create an Eastside DMO • Request State set-up a TPA • Allocate revenues (Hoteliers decide)
What makes a TPA different • It is controlled by the Hotel community • It cannot be used for capital projects • Funds can be used to create tourism venues (granting organization) • If the legislative authority does not endorse the hoteliers’ work plan and budget, the hoteliers can dissolve the TPA • The work plan and budget prepared by the DMO is reviewed by the Hotel Council for approval
If it’s a go • Contract with the Spokane law firm to set up the TPA ($5,000 estimated cost) • Work through the process (6-9 months) • Obtain 60% vote by member hotels (weighted by # of rooms) • Define participating cities • Establish TPA
House Bill 1276Increase WA State Tourism Funding • Increased State Funding by $3,500,000 • Monies from WSCTC (Room Tax) • Funding opportunity Matching grants ($200,000) Focus on rural communities Focus on eco-tourism
Governance Model The governance model will be driven by our funding model City/County funding Private/Public Stakeholder groups Membership based TPA: RCW 35.101 HB 1276
GovernanceSuggested principlesGovernance meeting 8/13/07 • Establish a 501-C3 or 501-C6 • Have a Board of Directors and Executive Committee • Executive Committee would have final say • Do not create a membership based organization (e.g. Chamber of Commerce) • Represent all tourism attractions and tourism related businesses
Governance(cont.) • Work plan would be developed and submitted to the Board • Final work plan would be approved by Executive Committee • Each member of the Executive Committee would have an equal vote • No determination on committees or committee structure • Ultimate authorizing body would be the Executive Committee
Next steps • Do we move forward? • Do we form a TPA? • If so, do we contract with the attorney? • If so, how should we pay for services? • Do we contract with the Cities for 2008? • What Cities should be involved? • What is our time line? • What committees need to be formed? • When should we meet again?