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City Council Committees - Lodging Tax Advisory Committee - 06/18/2020 (2)
Unless other noted, the Lodging Tax Advisory Committee meets in April and September to review grant requests. Unless otherwise noted, meetings are held in the Centennial North and South Conference Rooms, 400 West Gowe Street, Kent, WA 98032. For additional information please contact City of Kent at or via email at Cityclerk@KentWA.gov. Any person requiring a disability accommodation should contact the City Clerk’s Office at 253-856-5725 in advance. For TDD relay service all Washington Telecommunications Relay Service at 7-1-1. Lodging Tax Advisory Committee Special MeetingAgenda Committee Members: Bill Boyce, Chair John Casey - Gaila Gutierrez – Tim Higgins – Andrew Hutchison - David Kwok - Erin McCallum - Bryan Powell City Staff: Bill Ellis – Rhonda Bylin – Michelle Wimot Thursday, June 18, 2020 4:00 p.m. This is a remote meeting due to the COVID-19 Coronavirus Emergency To listen to the meeting, call 1-888-475-4499 1-877-853-5257 And enter Meeting ID 924 4386 9472 Item Description Action Speaker Time 1.Call to Order Chair 01 MIN. 2.Roll Call Chair 01 MIN. 3.Changes to the Agenda Chair 01 MIN. 4.Lodging Tax Budget Overview NO Shane Sorenson 10 MIN. 5.Approval of the Minutes - February 13, 2020 & May 7, 2020 Chair 01 MIN. a.Approval of February 13, 2020 Minutes YES Chair b.Approval of May 7, 2020 Minutes YES Chair 6.Appoint Sara Davis to the Lodging Tax Advisory Committee YES Michelle Wilmot 10 MIN. 7.Administrative Allocation from LTAC funds to 2020 ECD Budget YES Michelle Wilmot 10 MIN. 8.1st Quarter Results & Updated NO Bridget Baeth & Ryan 15 MIN. Lodging Tax Advisory Committee Lodging Tax Advisory Committee-Special Meeting June 18, 2020 2020 Scope from JayRay Millard 9.Adjournment Chair 01 MIN. LODGING TAX ADVISORY COMMITTEE 220 Fourth Ave S Kent, WA 98032 DATE: June 18, 2020 TO: Lodging Tax Advisory Committee FROM: Finance SUBJECT: Lodging Tax Budget Overview SUMMARY: Most recent lodging tax revenue data for the City of Kent and updated projections as we head into Summer and phases 1.5 to 2 of reopening in Kent/King County. Attachment: May 2020 Lodging Tax Report from Finance SUPPORTS STRATEGIC PLAN GOAL: Sustainable Services - Providing quality services through responsible financial management, economic growth, and partnerships. ATTACHMENTS: 1.May 2020 Lodging Tax Report (PDF) 4 Packet Pg. 3 2017 2018 2019 2020 2020 2020 2020 2020 Actual Actual Prelim Budget YTD Low Impact Med Impact High Impact Beginning Fund Balance 469,386 457,556 336,486 185,825 185,825 185,825 185,825 185,825 Revenues Lodging Tax 312,980 312,813 306,055 297,670 71,762 193,120 130,070 122,420 Interest Income 3,995 7,682 8,533 5,840 1,318 3,160 2,130 2,000 Total Revenues 316,975 320,495 314,588 303,510 73,080 196,280 132,200 124,420 Expenditures Annual Contracts 287,123 362,170 75,000 259,800 15,233 15,233 15,233 15,233 One-time Projects & Events 25,000 61,698 380,202 24,600 139,410 188,427 188,427 188,427 Allocations 16,681 17,698 10,325 15,380 1,809 66,970 63,180 62,730 Total Expenditures 328,804 441,566 465,527 299,780 156,453 270,630 266,840 266,390 Change in Fund Balance (11,830) (121,071) (150,940) 3,730 (83,373) (74,350) (134,640) (141,970) Ending Fund Balance 457,556 336,486 185,546 189,555 102,452 111,475 51,185 43,855 * Impact Assumptions as follows:Finance Policy: $50,000 minimum fund balance Low Impact: 36.9% decline in 2020 per CBRE Research Group (loss of $105k in revenues) Med Impact: 57.5% decline in 2020 per STR and Tourism Economics Group (loss of $168k in revenues) High Impact: 60.0% decline in 2020 per Baird Equity Research Group (loss of $175k in revenues) Lodging Tax Operating Fund Report as of May 31, 2020 *Impact of Covid-19 on Revenues 4.a Packet Pg. 4 At t a c h m e n t : M a y 2 0 2 0 L o d g i n g T a x R e p o r t ( 2 3 2 3 : L o d g i n g T a x B u d g e t O v e r v i e w ) First Quarter 2019 2020 2019 2020 2019 2020 2019 2020 Revenues Lodging Tax 18,600 19,555 955 5.1%18,373 11,429 (6,944) -37.8%22,597 5,688 (16,909) -74.8%59,570 36,673 (22,897) -38.4% Interest Income 636 402 (234) -36.8% 581 238 (343) -59.1% 665 234 (431) -64.8% 1,881 874 (1,008) -53.6% Total Revenues 19,236 19,957 721 3.7% 18,954 11,667 (7,287) -38.4% 23,261 5,922 (17,339) -74.5% 61,452 37,547 (23,905) -38.9% Total Expenditures 16 448 433 2,216 50,717 48,501 16 35,592 35,576 2,247 86,757 84,509 Net Revenues 19,220 19,509 289 1.5% 16,738 (39,049) (55,788) -333.3% 23,246 (29,669) (52,915) -227.6% 59,204 (49,210) (108,414) -183.1% Month of Occupancy Revenue To City 2019 2020 November January 18,304 17,381 December February 16,576 17,708 January March 18,600 19,555 February April 18,373 11,429 March May 22,597 5,688 April June 22,730 May July 25,927 June August 36,190 July September 36,503 August October 38,726 September November 28,219 October December 23,103 Year End Adjustment 210 Total YTD 306,058 71,762 Lodging Tax Revenue 2020 vs. 2019 Comparison by Month Increase / (Decrease) Jan Activity (March Tax Receipts) February Activity (April Tax Receipts) Increase / (Decrease) March Activity (May Tax Receipts) Increase/(Decrease) Total Q1 Increase/(Decrease) Lodging Tax Operating Fund 4.a Packet Pg. 5 At t a c h m e n t : M a y 2 0 2 0 L o d g i n g T a x R e p o r t ( 2 3 2 3 : L o d g i n g T a x B u d g e t O v e r v i e w ) Page 1 of 2 Pending Approval Lodging Tax Advisory Committee Lodging Tax Advisory Committee-Special Meeting Minutes February 13, 2020 Date: February 13, 2020 Time: 4:00 p.m. Place: Centennial Center - 402 Attending: Bill Boyce, Chair John Casey, Gaila Gutierrez, Tim Higgins, Andrew Hutchison, David Kwok, Bryan Powell Agenda: 1.Call to Order 4:00 p.m. 2.Roll Call Attendee Name Title Status Arrived Bill Boyce Chair Present John Casey Present Gaila Gutierrez Excused Tim Higgins Present Andrew Hutchison Present David Kwok Present Bryan Powell Present Zenovia Harris Advisory Member Present 4:13 PM 3.Changes to the Agenda Agenda Item 5 is scratched from Agenda because Erin McCallum was unable to attend. 4.Approval of the Minutes - October 30, 2019 1.Approval of Minutes dated October 30, 2019 MOTION: Move to approve the Minutes dated October 30, 2019 5.1 Packet Pg. 6 Mi n u t e s A c c e p t a n c e : M i n u t e s o f F e b 1 3 , 2 0 2 0 4 : 0 0 P M ( A p p r o v a l o f t h e M i n u t e s - F e b r u a r y 1 3 , 2 0 2 0 & M a y 7 , 2 0 2 0 ) Lodging Tax Advisory Committee Lodging Tax Advisory Committee-Special Meeting Minutes February 13, 2020 Kent, Washington Page 2 of 2 RESULT: APPROVED [UNANIMOUS] MOVER: John Casey SECONDER: Tim Higgins AYES: Boyce, Casey, Higgins, Hutchison, Kwok, Powell ABSENT: Gutierrez 5.Welcome New Committee Member Erin McCallum 6.2019 Results Report - Barokas Communications 7.2019 Results Report - Jay Ray 8.Next meeting scheduled April 9, 2020 9.Adjournment 5:37 p.m. Committee Secretary 5.1 Packet Pg. 7 Mi n u t e s A c c e p t a n c e : M i n u t e s o f F e b 1 3 , 2 0 2 0 4 : 0 0 P M ( A p p r o v a l o f t h e M i n u t e s - F e b r u a r y 1 3 , 2 0 2 0 & M a y 7 , 2 0 2 0 ) Page 1 of 4 Pending Approval Lodging Tax Advisory Committee Lodging Tax Advisory Committee-Special Meeting Minutes May 7, 2020 Date: May 7, 2020 Time: 4:10 p.m. Place: THIS IS A REMOTE MEETING Attending: Bill Boyce, Chair John Casey, Gaila Gutierrez, Tim Higgins, Andrew Hutchison, David Kwok, Erin McCallum Agenda: 1.Call to Order 4:10 p.m. 2.Roll Call Attendee Name Title Status Arrived Bill Boyce Chair Remote John Casey Remote Gaila Gutierrez Remote Tim Higgins Remote Andrew Hutchison Remote David Kwok Remote Erin McCallum Remote Bryan Powell Remote Zenovia Harris Absent 3.Changes to the Agenda 4.Approval of the Minutes - March 5, 2020 1.Approval of Minutes dated March 5, 2020 MOTION: Move to approve the Minutes dated March 5, 2020 RESULT: APPROVED [UNANIMOUS] MOVER: Erin McCallum SECONDER: Tim Higgins AYES: Boyce, Casey, Gutierrez, Higgins, Hutchison, Kwok, McCallum, Powell 5.Budget Update - Shane Sorenson 5.2 Packet Pg. 8 Mi n u t e s A c c e p t a n c e : M i n u t e s o f M a y 7 , 2 0 2 0 4 : 0 0 P M ( A p p r o v a l o f t h e M i n u t e s - F e b r u a r y 1 3 , 2 0 2 0 & M a y 7 , 2 0 2 0 ) Lodging Tax Advisory Committee Lodging Tax Advisory Committee-Special Meeting Minutes May 7, 2020 Kent, Washington Page 2 of 4 Lodging Tax revenue forecast is not good given the Stay Home Stay Healthy Order. Finance department has researched local projections and provides the following scenarios (with source cited): Low Impact: 36.9% decline in 2020 per CBRE Research Group (loss of $105K in revenues) Medium Impact: 50.6% decline in 2020 per STR and Tourism Economics Group (loss of $146K in revenues) High Impact: 60% decline in 202 per Baird Equity Research Group (loss of $175K in revenues) January 2020 - +5% over January 2019 February 2020 - -38% over February 2019 Data on Lodging Tax revenue is 2 months behind. Committee members request that they be kept updated with the monthly comparisons as the year progresses. 6.Administrative Allocation from LTAC funds to 2020 ECD Budget MOTION: Recommend to Council the transfer of 6% of lodging tax revenues annually to the budget of the Economic Development division in consideration of its costs associated with supporting the Lodging Tax Advisory Committee. RESULT: TABLED [0 TO 0] Next: 5/21/2020 4:00 PM MOVER: Bill Boyce, Chair SECONDER: John Casey ABSTAIN: Boyce, Casey, Gutierrez, Higgins, Hutchison, Kwok, McCallum, Powell 7.Re-allocation of Lodging Tax Advisory Committee Funds for Business Recovery Efforts - Authorize MOTION: Authorize the Mayor to reallocate $50,000 from funds previously awarded for outside consulting to the Economic Development team to support new business recovery initiatives, in light of the economic crisis brought about by Covid-19, subject to final terms and conditions acceptable to the Economic and Community Development Director and City Attorney. RESULT: RECOMMENDED TO COUNCIL [6 TO 2] Next: 5/12/2020 4:00 PM MOVER: Erin McCallum SECONDER: Gaila Gutierrez, Executive Director AYES: Boyce, Casey, Gutierrez, Higgins, McCallum, Powell NAYS: Hutchison, Kwok 8.Cancellation of Award Cycle(s) 5.2 Packet Pg. 9 Mi n u t e s A c c e p t a n c e : M i n u t e s o f M a y 7 , 2 0 2 0 4 : 0 0 P M ( A p p r o v a l o f t h e M i n u t e s - F e b r u a r y 1 3 , 2 0 2 0 & M a y 7 , 2 0 2 0 ) Lodging Tax Advisory Committee Lodging Tax Advisory Committee-Special Meeting Minutes May 7, 2020 Kent, Washington Page 3 of 4 Chair Boyce proposes to cancel all grant awards for the remainder of the calendar year. MOTION: Recommend to Council the cancellation of sponsorship awards from Lodging Tax Funds for the Spring 2020 cycle, in light of anticipated reduced revenues due to Covid-19 and the many restrictions on public events in the near term. RESULT: ADOPTED AS AMENDED [UNANIMOUS] MOVER: David Kwok SECONDER: Erin McCallum AYES: Boyce, Casey, Gutierrez, Higgins, Hutchison, Kwok, McCallum, Powell 9.Reduce Jay Ray Award for Tourism Marketing Committee members express that new scope needs to emphasize general tourism Committee wants to see and approve of the new scope MOTION: Recommend to Council to Reduce the Lodging Tax funds previously awarded by an amount of $45,000.00. RESULT: ADOPTED [UNANIMOUS] MOVER: John Casey SECONDER: Gaila Gutierrez, Executive Director AYES: Boyce, Casey, Gutierrez, Higgins, Hutchison, Kwok, McCallum, Powell 10.Reduce Seattle Thunderbirds Marketing Assistance Grant Award the Thunderbirds $45,000, city retains $21,780 - memo drafter misunderstood the change to the grant award. MOTION: Recommend to Council the reduction of the previously awarded $66,780 grant to $21,780. RESULT: ADOPTED AS AMENDED [UNANIMOUS] MOVER: Erin McCallum SECONDER: John Casey AYES: Boyce, Casey, Gutierrez, Higgins, Hutchison, Kwok, McCallum, Powell 11.Reduce Grant Award to Kent Chamber of Commerce Memo should read that the grant will be reduced to $19,000, meaning that the city will retain $6,000 of the original grant award. MOTION: Recommend to Council the reduction of the previously awarded $25,000 grant to $18,750. 5.2 Packet Pg. 10 Mi n u t e s A c c e p t a n c e : M i n u t e s o f M a y 7 , 2 0 2 0 4 : 0 0 P M ( A p p r o v a l o f t h e M i n u t e s - F e b r u a r y 1 3 , 2 0 2 0 & M a y 7 , 2 0 2 0 ) Lodging Tax Advisory Committee Lodging Tax Advisory Committee-Special Meeting Minutes May 7, 2020 Kent, Washington Page 4 of 4 RESULT: ADOPTED AS AMENDED [UNANIMOUS] MOVER: Bryan Powell SECONDER: John Casey AYES: Boyce, Casey, Gutierrez, Higgins, Hutchison, Kwok, McCallum, Powell 12.Adjournment 6:00 p.m. Committee Secretary 5.2 Packet Pg. 11 Mi n u t e s A c c e p t a n c e : M i n u t e s o f M a y 7 , 2 0 2 0 4 : 0 0 P M ( A p p r o v a l o f t h e M i n u t e s - F e b r u a r y 1 3 , 2 0 2 0 & M a y 7 , 2 0 2 0 ) LODGING TAX ADVISORY COMMITTEE 220 Fourth Ave S Kent, WA 98032 DATE: June 18, 2020 TO: Lodging Tax Advisory Committee FROM: Economic & Community Development SUBJECT: Appoint Sara Davis to the Lodging Tax Advisory Committee MOTION: Recommend to Council the appointment of Sarah Davis to the Lodging Tax Advisory Committee. This appointment will fill the vacancy left by the departure of hotelier Mo Abouelrous. SUMMARY: Ms. Davis is currently the Front Desk Manager at Marriott’s Townplace Suites located in North Kent. She is a Kent resident and has 5 years experience as a hospitality professional. For further details, please see her application attached to this Agenda. BUDGET IMPACT: N/A SUPPORTS STRATEGIC PLAN GOAL: Inclusive Community - Embracing our diversity and advancing equity through genuine community engagement. ATTACHMENTS: 1.Sarah Davis Application for LTAC Membership (PDF) 6 Packet Pg. 12 1 EXTERNAL EMAIL A new entry to a form/survey has been submitted. Form Name: Application for Lodging Tax Advisory Committee Date & Time: 05/28/2020 4:01 pm Response #: 8 Submitter ID: 25649 IP address: 50.226.190.194 Time to complete: 8 min. , 21 sec. Survey Details Page 1 Lodging Tax Advisory Committee Application Form The information provided on this application is open to the public per the Public Records Act, Chapter 42.56 RCW Full Name Sarah Davis Home Address 11419 SE 258TH SE Zip Code 98030 Phone 760‐900‐9089 Email sdavis@innventures.com Occupation Front Office Manager Employer Towneplace Suites by Marriott Why do you want to serve on this committee? I am an active member in the hotel world in Kent and I think it is a great opportunity to be more active with the city of Kent. I would like to contribute my time and thoughts and be apart of something great. What unique skills and relevant experience would you bring to the work of this Committee? Describe any experience you may have with civic, professional or volunteer organizations and other city boards or commissions. I currently work with the public each day, I am a Front Office Manger at Towneplace suites. I have been in the hospitality world for almost 5 years and I learn and grow from it each day. I work with fundraising for the Children's Miracle network and Save the Children and have gotten my hotel involved in this as well. Relationship management in huge in my world and that would be great to bring to the committee. My experience with the Sale's world and Event would play a factor in my experience as well. List any awards or special recognition. Not answered Standard Application 6.a Packet Pg. 13 At t a c h m e n t : S a r a h D a v i s A p p l i c a t i o n f o r L T A C M e m b e r s h i p ( 2 3 2 2 : A p p o i n t S a r a D a v i s t o t h e L o d g i n g T a x A d v i s o r y C o m m i t t e e ) 2 (○) Standard Application Contact Rhonda Bylin at 253‐856‐5457 if you have specific questions related to the Lodging Tax Advisory Committee. Thank you, City of Kent This is an automated message generated by the Vision Content Management System™. Please do not reply directly to this email. 6.a Packet Pg. 14 At t a c h m e n t : S a r a h D a v i s A p p l i c a t i o n f o r L T A C M e m b e r s h i p ( 2 3 2 2 : A p p o i n t S a r a D a v i s t o t h e L o d g i n g T a x A d v i s o r y C o m m i t t e e ) LODGING TAX ADVISORY COMMITTEE 220 Fourth Ave S Kent, WA 98032 DATE: June 18, 2020 TO: Lodging Tax Advisory Committee FROM: Economic & Community Development SUBJECT: Administrative Allocation from LTAC funds to 2020 ECD Budget MOTION: Recommend to Council the transfer of 6% of lodging tax revenues annually to the budget of the Economic Development division in consideration of its costs associated with supporting the Lodging Tax Advisory Committee. SUMMARY: We seek your approval to use 6% of 2020 Lodging Tax revenues to cover City administrative costs. State law allows the use of LTAC funds for this purpose given the staff time needed to administer committee activities, as well as manage the contracting and accounting process with any grant recipients. In 2014, the committee approved a 10K allocation for this purpose, and it has continued in subsequent years. While this is a long-time practice, like previous automatic allocations we’ve reversed, a 6% allocation of funds from the year in which they are collected, acknowledges that lower revenue years will also likely mean fewer grants to administer, while the reverse will be true in higher revenue years. BUDGET IMPACT: 6% of 2020 LTAC revenues added to the Economic Development Division Budget for 2020. Given the expected decrease in revenue due to Covid-19, this amount is estimated to be between $7,000-10,000. SUPPORTS STRATEGIC PLAN GOAL: Sustainable Services - Providing quality services through responsible financial management, economic growth, and partnerships. 7 Packet Pg. 15 LODGING TAX ADVISORY COMMITTEE 220 Fourth Ave S Kent, WA 98032 DATE: June 18, 2020 TO: Lodging Tax Advisory Committee FROM: JayRay SUBJECT: 1st Quarter Results & Updated 2020 Scope from JayRay SUPPORTS STRATEGIC PLAN GOAL: Thriving City - Creating safe neighborhoods, healthy people, vibrant commercial districts, and inviting parks and recreation. ATTACHMENTS: 1.Visit Kent_Q1_Report_4-24-20 (PDF) 2.Visit Kent 2020_Reduced Tourism Budget_JayRay_5-29-20 (PDF) 8 Packet Pg. 16 JAYRAY A PLACE TO THINK VISIT KENT 1 Q1 ACTIVITY REPORT April 24, 2020 8.a Packet Pg. 17 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 2 TABLE OF CONTENTS COVID-19 Response 4 Public Relations 5 Social Media 14 Marketing 8 Dashboard 3 Website 11 8.a Packet Pg. 18 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 3 MEASUREMENT DASHBOARD *Due to COVID-19, 2020 is a benchmark year and goals will reset ANNUAL RESULTS TO DATE Q1 January-March, 2020 Indicator of Success 2020 RESULTS TO GOAL*2019 RESULTS Earned media (number of articles)1 -179 Total PR impressions 934,109,617 -13,690,525,122 Earned PR impressions**11,300 -109,379,560 Web users 5,412 -28,851 Social media reach*** (Facebook, Instagram)37,472 -572,399 Social media followers*** (Facebook, Instagram)9,597 -12,679 **Due to COVID-19 media pitching has been paused until we can promote travel ***In 2020 we stopped Twitter; therefore we expect to see a decline in reach and followers 8.a Packet Pg. 19 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 4 COVID-19 RESPONSE ▪Updated VisitKent.com with travel advisory ▪Added new Stay Local, Stay Kent webpage and unique URL to aggregate resources and information about supporting local ▪Developed Kent Restaurant listings in collaboration with ILoveKent.com ▪Retooled social media strategy to focus on local audience ▪Created a custom #WeAreKent Facebook profile frame for community use ▪Added Instagram story highlight promoting Kent restaurants with takeout/delivery ▪Reached over 5,000 people in April with boosted posts related to new content strategy 8.a Packet Pg. 20 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 5 PUBLIC RELATIONS 8.a Packet Pg. 21 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 6 PUBLIC RELATIONS VISIT KENT PR COVERAGE 2020 # of Articles Impressions # of Articles Influenced Value Points January 229 418,574,813 0 $199,294.32 February 73 128,371,075 0 $31,360.94 March 199 387,163,729 1 $103,771.99 Totals 501 934,109,617 1 $334,427.25 8.a Packet Pg. 22 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 7 PUBLIC RELATIONS ▪Secured attendance at Travel & Words (Northwest Travel & Lifestyle Writers Conference) to connect directly with travel writers and promote Visit Kent stories (postponed due to COVID-19 for Fall 2020) ▪Provided background info and fact-checking for an upcoming story in Alaska Beyond Magazine ▪Vetted and planned appearance on NWMilcation Podcast (postponed due to COVID-19) March Influenced Coverage for South Sound Magazine. Link. Made top five list of popular content The 8 best family-style meal bargains our restaurant critic loves in the Greater Seattle area, Seattle Times Kent’s Maza Grill will win your heart with its massive halal steaks, Seattle Times Love wings or hate wings? Our two restaurant critics debate while taste- testing some of Seattle’s best, Seattle Times Q1 Notable Coverage 8.a Packet Pg. 23 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 8 MARKETING 8.a Packet Pg. 24 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 9 MARKETING VISIT KENT MEDIA BUY PLAN OUTLET COST RUN DATE PRINT DIGITAL SIZE CIRCULATION IMPRESSIONS REACH NW Travel & Life (May/June issue)*included Q2 x ½ page 300,000 ---- NW Travel & Life (winter) *included Q4 x full page 300,000 ---- NW Travel & Life (digital + enews)*included Q3-Q4 x n/a --510,000 n/a Social media boosted posts (FB)**$150 Q2-Q4 x Boosted posts ----**9,602 Total Spent in Q1 $0 Ad Budget $18,200 Remaining $18,200 *Cost included in Media Relations Services as a part of Travel & Words Conference **Social media boosted posts began in Q2 8.a Packet Pg. 25 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 10 MARKETING ▪Placed media buy for Northwest Travel & Life Magazine (digital/print package with Travel & Words media show) Northwest Travel & Life (May/June issue) magazine 8.a Packet Pg. 26 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 11 WEBSITE 8.a Packet Pg. 27 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 12 WEBSITE ▪Updated homepage sliders ▪Removed all events through June 2020 ▪Added a travel advisory notice and associated post ▪Created a new landing page for Stay Local, Stay Kent with: ▪List of local and open restaurants ▪Foodie Roundups ▪Food and activity pairings ▪Meet Kent’s Tastemakers Q&A with local restauranteurs ▪COVID-19 resources and information 8.a Packet Pg. 28 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 13 WEBSITE 2020 Jan.Feb.March Totals New Users 1,868 1,877 1,565 5,310 Users 1,903 1,911 1,598 5,412 Page Views 3,756 3,804 3,234 10,794 Page Views: Page views is the total number of pages viewed. Repeated views of a single page are counted. Users/New Users: A user is a person who has come to your website. A new user is a first-time visitor to the website during the selected date range. Q1 MOST POPULAR PAGES Q1 TOP ACQUISITION CHANNELS 8.a Packet Pg. 29 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 14 SOCIAL MEDIA 8.a Packet Pg. 30 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 15 SUMMARY ▪Instagram’s top performing content: The Great American Takeout ▪Facebook’s top performing content: Big Boys Kainan Shifted strategy due to COVID-19 to include: ▪Restaurant and local business focused ▪Personalized interviews and surveys of local restaurateurs ▪Started Instagram highlight reel to promote restaurant takeout/delivery options 8.a Packet Pg. 31 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 16 INSTAGRAM ENGAGEMENT *Engagement rate is based on the likes and comments received divided by the number of followers. Industry standard is 3.31% **Reach is the total number of people the page’s posts were served to. MARCH 24, 2020 54 Likes 6 Comments TOP CONTENT 2020 Jan.Feb.March April May June July Aug.Sept.Oct.Nov. Engagement* (Likes + comments /followers) 2.9%1.37%1.59%1.95% Average Post Total Reach**8,058 5,430 7,271 20,759 Total Average number of likes 57 40 40 45 Average STARTED A NEW INSTAGRAM STORY HIGHLIGHT SHOWCASING LOCAL RESTAURANT TAKEOUT OFFERINGS 8.a Packet Pg. 32 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 17 INSTAGRAM STORIES 2020 Jan.Feb.March April May June July Total Story Total Reach**--1,366 1,366 VIDEO REEL OF TAKEOUT INSTAGRAM HIGHLIGHT 8.a Packet Pg. 33 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 18 TOP PERFORMING INSTAGRAM HASHTAGS* *Top performing hashtags are provided by Later and are ranked based on likes, comments, impressions, reach and saves on posts that included that hashtag. ▪#travelpnw ▪#seattlebound ▪#pnwtravel ▪#pnwdestination ▪#pnwbound ▪#foodietravel ▪#thegreatamericantakeout ▪#WeAreKent ▪#TheGreatAmericanTakeOut ▪#TasteKentWA 8.a Packet Pg. 34 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 19 FACEBOOK ENGAGEMENT 2020 Jan.Feb.March April May June July Aug.Sept.Oct.Nov. Engagement* (Engagement %)9.6%5.7%5.7%7.00% Average Post Total Reach**6,641 4,520 5,552 16,713 Total *Engagement is post total reach divided by the number of people who clicked anywhere in Visit Kent’s posts. Industry standard is .96 for communities with fewer than 10k followers **Reach is the total number of people the page’s posts were served to. MARCH 25, 2020 41 Likes and Reactions 1,428 Reached 7 Comments and Shares 32 Post Clicks TOP CONTENT 8.a Packet Pg. 35 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 20 0 1000 2000 3000 4000 5000 6000 7000 8000 Facebook Instagram Instagram 2,591 followers at the end of February 2,587 followers at the end of March FOLLOWERS Facebook 7,012 followers at the end of February 7,010 followers at the end of March +41 +22 +21 TOTAL FOLLOWERS: 12,679 8.a Packet Pg. 36 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 21 Facebook February 4,520 March 5,552 REACH/IMPRESSIONS 0 3,000 6,000 9,000 Facebook Instagram Instagram February 5,430 March 7,271 8.a Packet Pg. 37 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 22 SOCIAL MEDIA DEMOGRAPHICS Data collected: March 2020 Demographics will be updated twice a year 8.a Packet Pg. 38 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 23 SUMMARY ▪Demographics are largely unchanged from December 2019 ▪Instagram followers are the youngest, with the majority of followers 25-34 years old. The majority of Facebook followers are 35-44 years old ▪The majority of all social media followers are located in Washington State ▪Seattle replaced Kent as the top city for followers on both Instagram and Facebook ▪Unique to Facebook, Facebook’s top cities included Auburn and Renton ▪Unique to Instagram, Instagram’s top cities included Portland, Yakima and Spokane 8.a Packet Pg. 39 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 24 INSTAGRAM DEMOGRAPHICS AGE RANGE Approximately 34% of Visit Kent’s followers on Instagram are 25 to 34 years old. Around 27% are 35 to 44. GENDER Approximately 62% of Visit Kent’s followers are women. COUNTRY A majority—83%—are from the United States. The United Kingdom is the second most popular country, making up only 2.3% of Visit Kent’s followers. CITIES The top five cities for Visit Kent’s Instagram are: 1.Seattle (24%) 2.Kent (24%) 3.Tacoma (7%) 4.Auburn (6%) 5.Renton (3%) 24%24% 7%6% 3% Seattle Kent Tacoma Auburn Renton Cities 8.a Packet Pg. 40 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 25 FACEBOOK DEMOGRAPHICS AGE RANGE Approximately 22% are 35-44, and 19% are 45-54. Around 20% of Facebook fans are 55-64 years old. Visit Kent has <1% of Facebook fans between 13-17 years old (this age group was blocked in 2016). Only 1% are 18 -24. COUNTRIES A majority of Facebook fans are from the USA: •United States: 6,404 •Canada: 255 •United Kingdom: 83 •Mexico: 59 CITIES The top six cities for Visit Kent’s current Facebook fans are: 1.Seattle, WA: 463 2.Kent, WA: 448 3.Portland, OR: 259 4.Yakima, WA: 231 5.Tacoma, WA: 213 6.Vancouver, WA: 154 7.Spokane, WA: 154 67% GENDER 67% of Visit Kent’s current Facebook fans are women. Only 33% of Facebook fans are men. 8.a Packet Pg. 41 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r JAYRAY A PLACE TO THINK VISIT KENT 26 535 Dock Street, Ste. 205 Tacoma, WA 98402 253.627.9128 bbaeth@jayray.com Contact us Follow us on facebook.com/jayrayadspr @jayrayadspr @jayrayadspr ©2020 JayRay Ads + PR THANK YOU! 8.a Packet Pg. 42 At t a c h m e n t : V i s i t K e n t _ Q 1 _ R e p o r t _ 4 - 2 4 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r Visit Kent TOURISM PROGRAM: REDUCED BUDGET DUE TO COVID-19 January-December 2020 May 29, 2020 WEBSITE SERVICES (Development, Hosting, Maintenance & Content)Budget Q1 Q2 Q3 Q4 Maintain website to include events calendar and business listings. Update travel advisory. x x x x Annual hosting, domain, software and plug-in subscriptions *These are third-party costs not controlled by JayRay. Budget reflects current pricing x x x x Annual technical support plan includes resolution of bugs/errors, uptime monitoring, fast website restore (when down), necessary theme and plug-in updates x x x x Develop a Covid-19 website landing page and campaign "StayLocalStayKent.com"; create a travel advisory notice on homepage and update as needed [COMPLETED]x Website management to oversee hosting and developer services as needed x x x x SUBTOTAL 13,020$ LESS EXPENSES JAN-MAY 2020 10,310.32$ REMAINING BUDGET JUNE-DECEMBER 2020 2,709.68$ SOCIAL MEDIA SERVICES Budget Q1 Q2 Q3 Q4 Write social media content and post 2-3 times per week on Instagram and Facebook x x x x Community management and engagement on Instagram and Facebook (schedule/post content, grow followers, respond to posts and proactively engage, upload events, curate photos from followers)x x x x SUBTOTAL 19,300$ LESS EXPENSES JAN-MAY 2020 11,202.37$ REMAINING BUDGET JUNE-DECEMBER 2020 8,097.63$ MARKETING SERVICES Budget Q1 Q2 Q3 Q4 Design and creative services to develop ads in Northwest Travel Magazine as part of the Travel & Words Conference. [COMPLETED]x Enhance Visit Kent Food Trails with "meet the tastemakers" content. Develop online survey to conduct interviews with local Kent restaurant owners/chefs. Turn into stories for new webpage on VisitKent.com and social media content [COMPLETED] x Develop covid-19 short-term strategy. Work with local organizations and ILoveKent.com to create an online list of open businesses. Develop FB campaign custom profile frames (#WeAreKent). Promote on website and social media [COMPLETED] x Meet with local Kent organizations and restaurants to plan Kent Restaurant Week. Develop process/collaboration outline [COMPLETED]x Develop 2020 quarterly blog calendar [COMPLETED]x Boosted posts allowance on social media channels to drive traffic to website and promote Kent as a regional basecamp to the greater Seattle area [$150 spent Jan-May]500$ x x x Kent tourism reopenining campaign allowance, TBD 3,000$ SUBTOTAL 9,829$ LESS EXPENSES JAN-MAY 2020 6,451.25$ REMAINING BUDGET JUNE-DECEMBER 2020 3,377.75$ MEDIA RELATIONS SERVICES Budget Q1 Q2 Q3 Q4 Travel & Words Conference: Travel writer media sit-down appointments, one-on-one (May 3-5, 2020 in Bend, OR) (includes advertorial placement in NW Travel Mag) *signed contract pre-covid $ 8,000 x x x Media story sheet development and media coordination/follow-up x Cision media database subscription (media lists, coverage monitoring) allowance *signed contract pre-covid $ 1,000 x x x x SUBTOTAL 10,050$ LESS EXPENSES JAN-MAY 2020 4,236.75$ REMAINING BUDGET JUNE-DECEMBER 2020 5,813.25$ PROJECT MANAGEMENT Budget Q1 Q2 Q3 Q4 Develop project work plans, track goals and provide quarterly reports of campaigns and social media (4)x x x x Project status calls (4) with client [2 COMPLETED]x x x x SUBTOTAL 8,000$ LESS EXPENSES JAN-MAY 2020 5,505.00$ REMAINING BUDGET JUNE-DECEMBER 2020 2,495.00$ TOTAL 2020 BUDGET:60,199$ LESS EXPENSES JAN-MAY 2020 37,705.69$ REMAINING BUDGET JUNE-DECEMBER 2020 $ 22,493.31 Approximately $3,200/month 8.b Packet Pg. 43 At t a c h m e n t : V i s i t K e n t 2 0 2 0 _ R e d u c e d T o u r i s m B u d g e t _ J a y R a y _ 5 - 2 9 - 2 0 ( 2 3 2 4 : 1 s t Q u a r t e r R e s u l t s & U p d a t e d 2 0 2 0 S c o p e f r o m J a y R a y )