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Home My WebLink AboutCity Council Committees - Lodging Tax Advisory Committee - 11/02/2006 (2) OFFICE OF THE MAYOR Suzette Cooke, Mayor Phone:253-856-5700 • Fax: 253-856-6700 KEN T Address: 220 Fourth Avenue S. W A S H I N G T O N Kent,WA.98032-5895 AGENDA LODGING TAX ADVISORY BOARD MEETING Thursday,November 2nd,2006 2:00pm Kent City Hall,220 41"Avenue South Centennial Building North and South Attendance: / Councilmember Tim Clark,Chair tf. Ben Wolters, Staff y Jacquie Alexander i✓ Bob Nachlinger, Staff Denise Gray Cliff Craig, Staff Greg Haffner_ Vickie Molzer Robin Hasbrouck,Guest J Andy Wangstad ✓ Katherine Kertzman,Guest_ Ryan Noel i/ 'J.e.. .*-� }'1.'t "� Kari Gallaway,Guest__ T u„1 I?La.c .emu-.t,.zrJ G Introductions and Call to order— Councilmember Tim Clark Information Items: 1. Update on economic development projects in Kent(Ben Wolters) 2. Financial Report (Bob Nachlinger) 3. Update from Kent Lodging Association (Robin Hasbrouck, Kent Chamber) 4. Update from Seattle Southside Visitor Services (Katherine Kertzman, SSVS) 5. Maps -- status and funding 6. Proposed 2007 Budget- 7. Additional candidate for board position d• B aay-d Pbs ifi 6 n Items Requiring Action: 1. Approval of minutes of September 28th, 2006 Next meeting date, time and location Assignments for next meeting 2007 Major Initiatives h�� fl'e're placing emphasis on the following: Media Plan Launch an advertising campaign to attract visitors through unique positioning and offerings. Purchase media placements/advertisements in travel-related publications luring visitors with the value and convenience of staying in Seattle Southside and entice them with the appeal of favorite, familiar attractions in Seattle and other lesser-known attractions in the Southside area. All advertising includes a call to action for purposes of tracking and evaluation. See attached media schedule. Public Relations Ongoing media relations program to build public awareness and usage of Seattle Southside Visitor Services by generating positive editorial media coverage and promoting the "new"Visitor Center to local audiences. Working proactively and reactively with local and regional media and area tourism venues, SSVS strives to sustain a role as a helpful and dependable resource for vacation planners, hosting athletic tournaments, conducting small to medium-sized meetings and events, business travelers, etc. - Send Media Kits to selected media and prospective publications. Tournaments Secure exclusive housing agent agreements that are incentive based e.g. room nights booked through SSVS. Recruit additional athletic tournaments that generate overnight stays in partnership with area cities softball complexes, Seattle Sports Commission, Starfire Sports, Kent Ice Centre and the King County �quatic Center, etc. - Distribute DVD video to sporting associations and make available online demonstration of sport complexes in the area - Serve as booking agent for Southside Sport Tournament organizers on behalf of hotels regarding RFP process, etc. Japanese Website Update the Japanese website as the web is the most powerful marketing tool available and is easily accessible by most Japanese consumers. Vacation Planner Update and reprint the Vacation Planner for 2007-2008. New maps to include trails, cruise terminals and Kent Copy to include great emphasis on Southside venues Mail Vacation Planner to guests who call the toll-free information line, contact SSVS via email through the website or request additional information via the printed publications advertised in. To maximize Southside guests' stay, Seattle Southside will strategically distribute the "new" Vacation Planner in highly visible tourism kiosks throughout the region. It is imperative that visitors be able to easily obtain information to help them access the sites and attractions that will maximize the value of their stay in Seattle Southside. The 40+ page Seattle Southside Vacation Planner is distributed through Certified Folder and Sea-Tac Airport to support these needs. i t Southside Guest Relations Program Employees at area hotels, car rental agencies, taxi and limousine services, etc. prove to be an important ,spect to marketing the Southside as a premier tourist destination. Provide a Guest Relations Program that aims at providing hotel employees with resources to promote Southside venues, services, and attractions to guests. - Guest Relations Program is promoted as a networking opportunity for those who serve on the front line in guest relations. - Program will be offered twice per year at no cost to attendees. - Reinforce SSVS as a resource for hotel employees to utilize. Streamline Visitor Information Services Data Collection & Distribution To ensure that SSVS is offering the highest level of service, we will enhance the data collection system that is currently used to provide visitors, groups,phone inquiries, website visitors,business associates and locals with Southside tourism information. This will be accomplished by enhancing our current data capture criteria and methodology. We will better be able to capture, evaluate and apply this information to deliver targeted communications. Shuttle SSVS will continue to lead the Seattle Southside shuttle initiative, "Seattle Southside Express"by means of seeking funding partnerships to offset a portion of the expenses. The shuttle will achieve visibility for the area and increase the level of satisfaction of the hotel guests and shoppers in a cost-effective manner. South Sound Tourism Alliance The South Sound Tourism Alliance is a freely formed partnership composed of Seattle Southside Visitor )ervices, Tacoma Convention and Visitors Bureau and Olympia Convention and Visitors Bureau. The Alliance provides a range of benefits to its partners. Chief among these are lead sharing, staff efficiencies, increased sales missions, increased media exposure, etc. - Target travel agents who specialize in cruise travel—Cruise-A-Thon - Go West Travel Summit(expand group tours to Western US) - NTA(National Tour Association) - LA Travel Show - ITE (International Tourism Exchange) - One-on-One Sales calls to receptive tour operators (mostly based in CA) - Northern& Southern California Media Blitz Photo Library Increase the number of quality photographs available in our photo library free for use by the cities, media, business associates, etc. representing Southside tourism products and services that will allow us to stand out in a media saturated world. Kent Chamber (- - Commerce October -- A Update Deliverable Status Comments Maintain Web Site: Write&run three news articles and/or advertisements Completed In collaboration with SSVS the Kent Chamber of Commerce promoting the website in the Chamber's bi-weekly Newsletter"Voice of Business"ran 3 articles: newsletter, The Voice of Business. March 1,May 1,November 1. www.kentlodging.com and 1-800 number is promoted on each VOB newsletter. Advertising: Toll-free calls Ongoing See attachments—Will forward Travel collateral Ongoing See attachment—Will forward Industry Research&Development: Facilitate visitor information center or kiosk in downtown In Process Kiosk Task Force: Nathan Torgelson; City of Kent, Jacquie Kent. Alexander; KDP, Mike Miller, Valley Bank, Dea Drake with city communications, City of Kent Parks Dept. representation, and Robin Hasbrouck,KCC. Meeting discussion determined design and location of the kiosk(s). o First kiosk to be constructed at the Regional Justice Center. o A large kiosk would be place on the corner of Ramsay Way and Temperance Street. o 1 or 2 smaller scale kiosks will be placed within the historical district. Recommendation to the Tax Advisory Board that in cooperation with SSVS advertising be placed on this kiosk representing lodging in Kent.www.KentLodging.co SSVS meetir `h BOD or Kent—based hospitality Completed SSVS will provided an article for the VOB sharing hov se related businc._ SSVS as a lodging tool as well as discuss lodging in -ent. Lodging&Transportation package from OR.To include Completed Potential Exposure for Kent Lodging: special Sounder runs. Sound Transit/King County Metro: Titan Advertising is contracted by Sound Transit and King County Metro: • King County Metro is open to a cooperative promotion effort to share web site links for special events happening in Kent. The contact at KC Metro is also somewhat open to development of a special Metro Visitors Pass to be sold for a specific period of time promoting Kent Tourism as a cooperative effort centered around a special event. Both Sound Transit and King County Metro are open to a web page link for special event promotions within the city of Kent in a cooperative promotional effort. —See Additional information : "Day Visitor" Call forwarding from KCC to SSVS Completed Call forwarding has been incorporated as a Kent Chamber office procedure as of February 15, 2006. The after hours message at the chamber will include the option for the caller to call SSVS 1.800 number for lodging, local attractions and transportation questions. See attachment of call transfer to SSVS SOP. Facilitate"vi map" In Process The"Visitors Map" sub committee met on March 20'h Advertising started in June.Very slow sales. Reportedly to other organizational efforts targeting the same market for advertising support with walking maps,parks maps and Kent Station promotions. The gross revenue in ad sales is $ 11,826. Revenue needed to produce the map is $ 25K. The short fall amount is $13,174. Recommendation to the board is to provide half of that shortfall amount or $6587 to get the map into production and not risk the revenue that has been collected for this project. Additional Information On July 21"I attended a special community leaders briefing of a proposed Master Plan Expansion project presented by Jason Fiorito, President of Pacific Raceways. Attached Community Involvement and Economic Impact document shares detail about the expansion. Each year PR hosts the NHRA national drag series. A recent NHRA study, assessing the economic impacts of their events, peg the amount of new revenue created directly by the event as a $10 million infusion to the region. —"Day Visitor" Attractions,parks and local events are the draw for the"Day Trip"visitor. The Day Visitor spent$1,886 Mil. in 2003,in 2004 over$2 Mil. and in 2005 $2.2 Mil. In WA state. In King County the Day Visitor spent$503,000 in 2003, $570,000 in 2004 and in 2005 spent$621,000. In 2004, 5 1%of King County visitors were day visitors. In 2004, 36%of day visitors to K.C. were age 20-34, and 43% were 35-54 yrs old. In 2004, 3 3%of day visitors were a couple with children at home. "Day Visitor": both in-state and out-of-state residents whose trip does not include an overnight stay at a destination in WA.But who travels at least 50+miles to reach their destination. Website Visitors Per Month www.kentlodging.com www.kenthotels.org 25000 20000 15000 10000 5000 0 January February March April May June July August September October November December ■2005 11013 14661 16772 16164 17273 16989 22831 16494 13798 12062 11033 3853 02006 11596 9765 13900 11588 14426 14774 22033 14061 10436 8328 Kent Chamber of Commerce Toll-Free Report 16 14 12 10 8 __ -- -- -- ---- ----._ __—_T-- ------- ---- - -- _--------- 4 -- - --- --- --- --- - - - ----- ---- — --- - ------- 2 -- ------ ---- ------ -- ----- - ---- -- -- --- -------- - 0 rj Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec F02004 2.69 3.86 1 .39 0.68 0 0 1 .49 0.33 0.57 0.45 14.29 0 ■ 2005 12.99 2.36 1 .25 4.61 0.83 2.53 2.23 1 .56 4.87 0.5 0 0 02006 3.03 0 0 3.12 0.95 0.97 0.95 0 0.86 0 t Kent Chamber of Commerce Tourism / Relocation Inquires January thru October 2006 Totals from Calls, Walk ins, Emails, and Letters Year to date total inquiries Lodging 27 Relocation 160 Tourism 383 Source Calls 693 Walk Ins 455 E-mails 749 Letters 30 Tourism / Relocation Inquire Percentage Letters 2% Calls 36/o E-mails 38% Walk Ins 24% Customer Total Town Graphics City of Kent 11826 'Visitors Map" Sales November 2, 2006 American Cancer Society 265 American Chan n 150 Anderson Kitchen &Bath Center. Inc 150 Asian Gardens Buffet 395 Bittersweet.Restaurant 150 Blcie Iris Beads 425 Caixim Fainnily Mexican Restauni nt 395 Children's Bookshop 42 Children s Hospital Thrit Store 386 Cohambia Bank 425 Cotuitryi ide Howe Loans 425 Depot Barber Shop 395 Desert Stuntantning Salons 625 Greater Kent Historical'•Inseam 300 Hawthorn States 425 Howell Religious Gifts &Books 150 Kent Station 500 Linda's Apparel 250 Marie Haggui 425 New Woman Books 150 One 18th'World 425 Optic Gallery 425 Rauiy Day Treastues & Gifis 4215 Rayna's Studio 425 Renaissance Yarns 425 Spiros Greek Island 425 The Grape Adventure 395 The Real Estate Company 1 Scott Rice 425 Trax Bar& Grill 425 Velvet Goose 425 'Wells Fargo Bank 795 DISCOVERY MAPTM We agree to purchase a spot in the Special Group Ad in the 2006 Discovery Map of KENT for: $ Business Name Contact Name Address City/Zip Code s maps Telephone# Fax 4 iCtoriai Email p 0t & Web Site Stre Mailing Address (IF DIFFERENT FROM ABOVE) KENT MAP SPECIAL HISTORIC DOWNTOWN DISTRICT Specialty Retail & Restaurant - ORO P AD PRICE Each Advertiser Receives LOGO/NAME REPRESENTED IN GROUP AD LOCAT/ON LABELED ON MAP FREE MAPS TO DISTRIBUTE ❑ Special Kent Historic District Group Ad Participant........$150.00 NOTES: PAYMENT DETAILS � � � FT= PAID $ Balance Due Invoice Credit Card Check Attached Expiration Notes: Name on Card Card's Mailing Address PROOF: CANCELLATIONS: COLLECTIONS: All proofs must be returned within ten(10)business 100%of ad rate will be invoiced if Town Graphics is If it becomes necessary to employ legal or other days following receipt of proof. Failure to return not notified within two(2)working days of signing this services in order to obtain payment of this account proofs with material changes will result in material contract. when past due,I agree to pay all reasonable charges printed as is. for same,plus court costs,in addition to the amount. X Past due accounts will accrue interest at 1-1/2%per Initial month(or 18%annual rate). Tcwn Graphics @ Date P.O.Box 2042,Woodinville,WA 98072 Signature TEL:(425)486-2067•FAX(425)484-6266 towngraphics.com Print Name Ad/Art to: art_copy@towngraphics.com Title Subject:KENT Map I Your Business Name Tcm iahicso DISCOVERY MAP— 25,000 FREE Maps 25,000 Maps Published- Great Distribution Over 12-15 MohLns KENT Full Color Map- Birds-Eye-View Pictorial Graphics of Main Areas Distribution to Public Available Via ADVERTISERS/HOTELS I KENT CHAMBER I LIBRARY Detailed Street Map- Inset Puget Sound Area Map-Area Specific Info CITY OFFICES I KENT DOWNTOWN PARTNERSHIP Maps ' I M SEATTLE SOUTHSIDE VISITORS INFORMATION CENTER - - ._ i� Pic NEW KENT INFORMATION KIOSKS I&MORE 1 Plateau Houses strget& OL Of Womhi `u'GILMAN VILLAG P DEAR HISTORIC DOWNTOWN KENT COMMUNITY �_ coasu:vtycl:u=hofJay BUSINESS MEMBER - GROUP AD OPPORTUNITY! � � 425-8Luthe=Breftw.ccn).ntg Lutheran Bterhraa Faith United Recently you have been visited by myself or Deborah about the excit- mra�ii Methodist Church ing new DISCOVERY MAP OF KENT. We have discussed the faf � ?'_? ussszous �. ftl- ...«, objective/ benefits of the map and patiently listened to many of you • Good samaritan describe how Kent Station has effected your business activity. It is `- • f Episeopal Church important for your historic business community to have visibility on this r/'"� v a�.em"P1.�oDe�.ots p �• � (I F� 425868-2i23 CPluoDal map (Kent Station will be well represented). Many of you have :d , addressed the cost as too much to participate as originally presented x �Ia'y Q..°�p`a" Though a small number of Historic Area businesses have stepped up Iris Grid daisy ! lam, 425-391-1178 to the original plan it is too few to really make the map a terrific pep;, i l,r>4s : 'am IL resource as it needs to be for this area's exposure. Many Of you have a , - IGN La�� ,,� l L expressed an interest in the possibility of some type of Group - k.o E.ge&adc�na t • r:,..;� a anx>�map advertising so the cost per business could be less. Therefore to seek I& > ,y 7,'gc, EVOLUTION "00*4 www.shLore greater participation on your part we have come up with the following Old muttown i12ZA,.•� Lutheran option to encourage you to join the project. } S t ANELS tiHEYtll+,ttl) G .iAVA of the 1111A,S GROUP AD CONCEPT w►rleHoas�Tors �11115 . ® 425-557-6455 Lu6.— On this page you see some typical Group type ad samples that we have incorporated in other Discovery Maps we publish. What we will develop for the Historic Downtown Kent District will be some Map Participation Cost combination/variation that will make sense for this map and the area's representation. The primary arrangement will be an ad area specific HISTORIC DOWNTOWN GROUP AD for the Historic District and those businesses that participate will be INCLUDES LOGOINAME in GROUP AD I BUSINESS LOCATION LABEL ON MAP included in this group ad. In addition each participating business will be appropriately labeled on the map graphic. COST PER BUSINESS PARTICIPATING HOW TO SIGN-UP AS AN ADVERTISING SPONSOR? Complete the sign-up form (BACK OF THIS SHEET)and Fax to $150.00 (Less Than 10 / Map!!) 425.484.6266. Email us your logo (minimum 300 dpi resolution). We will invoice you for payment or you can pay by credit card. FUNI " QUESTIONS - CONTACT: DEADLINE TO SUBMIT SIGN-UP FORM UNIQUE! Kent Sogge -Town Graphics Wednesday May 31, 2006 T (425) 503-5421 / AFFORDABLEI No other follow-up or reminder contact will be made so don-1 forget! ksogge@gmail.com NW Places com CURRENT BUDGET ANALYSIS LODGING TAX OPERATING FUND as of September 30,2006 2005 2006 2006 2006 2007 Actual Adj Budget YTD Est Actual Budget BEGINNING FUND BALANCE 70,496 76,042 108,692 108,692 93,085 REVENUES Lodging Tax 1'38,85� 118,069 113,546 156,515 145,000 Interest Income 90 2,000 3,466 5,146 5,000 TOTAL REVENUES 144,644 120,069 117,012 161,661 150,000 TOTAL RESOURCES 212,140 196,111 225,704 270,353 243,085 EXPENDITURES Strong Local Economy Tourism Marketing Softball 4,167 17,500 10,000 17,500 Bike Race Dragon Boat Race 6,000 Tourism Chamber 18,000 18,000 9,000 18,000 15,000 Seattle Southside Visitor Services 131,200 100,000 74,999 100,000 100,000 Tourism Unallocated 25,000 25,000 25,000 Transfer Out-Tourism Destination Reverse Transfers from projects (55,919) TOTAL EXPENDITURES(TRANSFERS) 103,448 160,500 93,999 160,500 140,000 Change in Fund Balance 38,196 (40,431) 23,013 1,161 10,000 ENDING FUND BALANCE 108,692 35,611 131,705 109,853 103,085