HomeMy WebLinkAboutBoards & Commissions - Lodging Tax Advisory Committee - 01/25/2024 (2) Approved
Lodging Tax Advisory
KENT Committee
Lodging Tax Advisory
Committee-Regular Meeting
Minutes
January 25, 2024
Date: January 25, 2024
Time: 4:02 p.m.
Place: Centennial North and South
Members: Bill Boyce, Chair
Burl Battersby,
Gaila Haas,
Tim Higgins,
Andrew Hutchison,
David Kwok,
Agenda:
1. Call to Order 4:02 p.m.
2. Roll Call
Attendee Name Title Status Arrived
Bill Boyce Chair Present
Burl Battersby Present
Gaila Haas Present
Tim Higgins Present
Andrew Hutchison Present
David Kwok Present
3. Agenda Approval
mover David Kwok
4. Business
A. Approval of Minutes
1. Approval of Minutes dated November 9, 2023
MOTION: Move to approve the Minutes dated November 9, 2023
RESULT: APPROVED [UNANIMOUS]
MOVER: Gaila Haas
SECONDER: Burl Battersby
AYES: Boyce, Battersby, Haas, Higgins, Hutchison, Kwok
B. Review of Available Budget and Revenue Trends
...........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Page I of 4
Lodging Tax Advisory Committee Lodging Tax January 25, 2024
Advisory Committee-Regular Meeting Kent, Washington
Minutes
for future reports, committee requests to see which awards have been
completed and what remains to be paid out from previous cycle.
C. Lodging Tax Grant to Economic and Community Development
Department - Authorize
Bridget Baeth presents measurement Dashboard overview for 2023.
89 earned media articles
36,284 Visits to VisitKent.com
425 events were posted
Things to do page was 2nd most visited after the Homepage
Website refresh of Kent as a Basecamp for PNW exploration
Instagram posts beat industry averages for engagement in the tourism
category
Geo-fencing campaigns capture with great certainty the results of these
marketing campaigns.
Adjust the dates of contracting to provide support during specific fallow
periods.
Committee members would like metrics to better establish business visits vs.
more purely tourist related visits, and who is staying overnight.
Jackie Zils is suggesting that refreshed campaign establishes Kent as a
cultural hub based on its diversity as a community and its diversity of
attractions.
The new associate will focus on strategies to convert visitors to Kent into
overnight visitors, choosing lodging in Kent, and converting business
travelers to business + leisure travelers. Appeal to those on a budget, who
won't choose downtown Seattle or Bellevue due to cost.
Something like Only Here - its a Kent thing, as new media hashtags.
Committee members mention dissatifaction with some of the adverts that
appear in the Trip advisor sidebars, and think these are potentially impacting
how visitors experience Kent in a negative way.
The rest of Jay Ray's presentation is cut short due to time constraints, but
there will be future meetings scheduled to discuss these ideas in greater
depth, give the committee a chance to offer additional feedback and
strategize.
MOTION: I move to award $153,964.00 in Lodging Tax Funds to the
City's Economic and Community Development Department to renew
and provide more intentional focus on Kent's cultural assets, small
businesses, especially markets and restaurants with authentic
spokesperson support from Kent Culinary Tourism Founder, Christina
Arokiasamy.
...........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Page 2 of 4
Lodging Tax Advisory Committee Lodging Tax January 25, 2024
Advisory Committee-Regular Meeting Kent, Washington
Minutes
......................................................................................................................................................................................................................................................................................................._...............................................................................................................................................................................................................
RESULT: APPROVED [UNANIMOUS]
MOVER: Burl Battersby, Tim Higgins
SECONDER: Andrew Hutchison
AYES: Boyce, Battersby, Haas, Higgins, Hutchison, Kwok
D. Lodging Tax Grant Awards - Authorize
For the Fall 2023 Grant application window, the City received nine (9)
requests for funding, and the committee recommended seven applications be
awarded full or partial funding for a total of 286,460.
The following organizations and projects were recommended for grants:
Kent Downtown Partnership, 2024 Cajun Festival - 20K
In Spice Productions, Culinary Tourism and BIPOC Business Support - 12.5 K
Pacific Raceways, NHRA NW Nationals Summer Weekend, 20K
Game Time Events, King Showcase 2025 MLK Weekend Basketball Event,
20K
Gut Check Tournament & Events LLC, 2023 Wrestling Tournament, 30K
accesso ShoWare Center, 15th Anniversary Celebration, brand refresh, 30K
City of Kent, Tourism Promotion Campaign managed by JayRay Ads & PR,
153,960.
Two applications did not move forward. Those were for a 3rd iteration of the
Meeker Street Nerd Party, and the Kent Community Foundation's request for
funding to put on Kent Has Talent, an amateur performance showcase.
MOTION: I move to authorize awarding grant funds at funding levels
approved by the Lodging Tax Advisory Committee for grant
applications submitted during the Fall 2023 grant application cycle.
RESULT: MOTION PASSES [UNANIMOUS] Next: 2/6/2024 4:00 PM
MOVER: Burl Battersby
SECONDER: Tim Higgins
AYES: Boyce, Battersby, Haas, Higgins, Hutchison, Kwok
5. Adjournment 5:27 p.m.
The meeting was concluded at 5:27 pm.
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Lodging Tax Advisory Committee Lodging Tax January 25, 2024
Advisory Committee-Regular Meeting Kent, Washington
Minutes
......................................................................................................................................................................................................................................................................................................._...............................................................................................................................................................................................................
Committee Secretary
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TO DAYS AGENDA
• 2023 Year in review (January-December 31 , 2023)
• Geolocation marketing campaigns
- Fall-winter 2022-23 campaign
- Fall 2023 campaign (in progress)
• Geolocation data findings (January-December 30, 2023)
• 2024 strategy refresh
• 2024 budget proposal
• Questions & discussion
JAYRAY A PLACE TO THINK VISIT KENT 2
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Measurement dashboard : January- December 2023
Media Relations 89 140,852,050 4211900,650
Earned media articles Earned PR impressions Total PR impressions
36,284 121 ,552 68%
Website Web visitors who reached the site
Website visits (users) Page views via organic search
1871100 10,341 12,033
Marketing Social media reach Social media followers Social media engagements
(Facebook + Instagram) (Facebook + Instagram) (likes, shares, comments)
31862,804 52,024 $2,803,223
Total advertising impressions Earned visitor days to Kent Impact to Kent and Kent hotels
and Kent hotels (geolocation ad attribution —
(geolocation ad attribution — estimated**)
Ad attribution is a conservative calculation of those that saw our ads and then visited Kent or a Kent hotel,based on the following: estimated**)
Earned Visits:total number of devices from 50+ miles away in destination
Impact*: based on an avg.ADR of$130 and avg.daily spend of$184
*Average daily spend from 2018 Washington State Travel Impacts Research.ADR estimated. VISIT KENT 4
**Complete attribution will be reported in March, 90 days after the latest campaign ended.
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• - • • - Best PAt4CAKE maker EVER!
• • - • - 0 - -
• • Reanne Gamut and her Natasha Dillinger and
family visited June 9-1 1 . her kids visited Nov. 29.
Most-viewed reel from their Their Instagram reel with
visit: Pancake machine holiday activities in Kent
• • • • - • • • • - • (384 views) reached almost 12,000
people and had 19,000
• • - • • • - views.
r Website Activity Summary
• Launched newly designed 'VisitKent.com
on October 16 �'-
• Updated events calendar every two weeks; ►; r �� y �;
425 total events posted this year (this is an estimate , /
based on _
• Updated hotel packages and deals
• Updated Kent Food Trails
• Updated attractions/activities pages
• Added links to relevant news stories
• Provided website hosting and maintenance services
36,284 website visits Homepage and Things To Do
January-December 31 were the most-visited pages
JAYRAY A PLACE TO THINK VISIT KENT 6
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KentO
PLANYMRSFAY) DINFBDRINK) E](PLORE)
�- Website Refresh
killed,
Explore the WoFid in One Emy Stop Redesigned VisitKent.com
Improved user experience
• Improved hotel page
�w:McoweP
� pp 0A&7&73owt&& Rewrote and reorganized content to
h�] COEUR D'ALENE Make Kent Your BasecamP nnwns prioritize b a s e c a m p message
r[[yxy����f:M, ) Enn day e�Ps awat in arrr diraeon:.,at�r n,n - a„d landnre�ks p��e al.ays..-a.,dlnraYli�e-
Looking To Vntu ere Farther From Basecamp?Easy.
// ) �t rhr hnnr=nnrthnFPoroa drh, hau5�n���e� di �rder Improved Dining page (added,
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Seattle Tr35h dl' .
�35mn = � removed and updated listings)
Mounl Rainier Natio�ul Park raenr d'Alene,ID
,I 1 hours )5 hours
—I.M'OR San Frarcia CA
PORTLAND IhL.,lES .z�hnnrs "3shours • Improved Things to Do page (added,
V h—, BC
3 hours
SAN FRANCISCO removed and updated listings)
,,, Vt Updated 10 under $ 10 page
WinterfestTree Lighting&Parade 5 flight SeFies:Magical Strings 377th Annual r�ltic Yuletide rr r • Improved events calendar
;Concert
02 ' r� ,oil
T.O.Y.—Wy Th—gh Th. Srnpl.Local Beer,Win.& St-11 A G.11.ry OF U.1—h Y.UF
®%en[-Meridian Performing M[s Center ®azcesso Showare Cen[er
VISIT KENT 7
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Social Media Activity Summary . _
• Wrote, posted on Facebook and Instagram 3-4 r
times each week
visitkentwa For treats that taste as good as they appear, look
KE"` no further than @tastydoux-home of handmade cream pulls,
• Posted an average 7 Insta ram Stories weekly g g y � pretty fruit tarts, decadent cupcakes and more.
• Launched weekly #CaptionKent giveaway Explore the Kent Food Trails for sweet treats galore (and
Sept. 7-Oct. 2 more!).#LinklnBio!
VisitKent.com
• Boosted posts to increase reach among target FU;,!.,, 4,t,,,-,.;U,
drive markets Happy National Bird Day to our favorite hires,the Seattle Thunderbirds! The end of January is
jam packed with home games-You won't want to miss seeing these bzrds flying out on the ice!
Get your tickets and inake plans today: Ockets.seattletifunderbirds-coir.
5eotlie Thund�rnii:it
142 Social media followers added Jan.-Dec. 14 f
12,033 Likes, comments, shares, saves Jan.-Dec.
20 Avg. likes per Instagram post"``
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*d
JAYRAY A PLACE TO THINK VISIT KENT 8
16,497
#CaptionKentSocial Media GiveawayPeople reached
2,584
Winning captions (randomly selected) Likes, shares, comments
,I Prize partners: Thunderbirds,
Duke's AMC Kent Station
Airways Brewing
' Smith Brothers
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"You should have seen the size
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of that cow!"
"Ahoy, mates! Chow down on
this chowder soup . . . it's great!" VISIT KENT 9
MarketingCampaign - 2022 -23
Oct. 13, 2022 - Jan. 31 , 2023
Geolocation marketing campaign: Ads delivered when a person's mobile device is detected in a pre-set
geolocation area or attraction. Key markets for ad campaign: Portland, Spokane, Tri-Cities, Los Angeles.
CAMPAIGN RESULTS
738 Room nights attributed to campaign
3.8 days Avg. length of visit
49,406 Visitor days attributed to campaign
- 4S
P& DISCOVER / ,+ 2.59 million Total impressions
fr .
r,. rT $2,446,250 Estim. campaign impact to destination
• •
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K
1 $123.96 : $1 Return on ad spend
,•,.n5 ,,, N PTO N . 4,695 Clicks to campaign webpage
Delivered to past visitors Delivered to Look Alike Attribution fora months post-campaign (through 4130123).
Audiences
VISIT KENT 10
MarketingCampaign - Fall 2023
Oct. 16 - Dec. 31 , 2023
Geolocation marketing campaign: Ads delivered when a person's mobile device is detected in a pre-set
geolocation area or attraction. Key markets for ad campaign: Portland, Spokane, Tri-Cities, Los Angeles.
PRELIMINARY CAMPAIGN RESULTS
KentO
WASHINGTON 39 Room nights attributed to campaign
upconot#FWA& 2 days Avg. length of hotel stay
in Kent, WA
2,618 Visitor days attributed to campaign
-' 1 .4 Avg. length of all attributable visits
�.
1 ,272,804
' Yam- Total impressions
r . :: -•. 'r $356,973 Estim. campaign impact to destination
2,382 Clicks to campaign webpage
■ •
Attribution reporting through 12/30/23. KPI performance through 12/30/23.
Delivered to past visitors and Delivered to people who
look alike audiences engaged with original ad (after
30 days) VISIT KENT 1 1
Expedia Campaign
Motel 6 Coeur d'Alene,la
Oct. 16 - Dec. 31 , 2023 4.83 mi from Coeur d'Alene,ID CCQOt1
Y Pao4
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• Ads appeared in five places across Expedia and Hotels.com Cancei for any reason �
0fis
Reser 1,ow pay later $f a
Si$3 total
• Ads were served to people whose destination searches include
�°� rndudestaxes Ce Fers
the Seattle area. Focused on people in Portland, Spokane,
Kent invites you to discover and explore "A
Yakima, Tri-Cities, Los Angeles and Dallas-Fort Worth. Kent..
Sample global eats.bike the coop trails and catch a game ar.SnoWare Center.
• Ads were delivered in five different placements on Hotels.com t
and Expedia.com.
0 Hotels_,, CGet the app Q English List your property Support Trips Sign in
C7 Hampton Inn&Suites Coeur d'Alene
�r See all properties Q Sa'•` 3.22 mi from Coeur d Alene,ID(C DE)
F Breakfast included Y Pool dM Hot tub
Can[A For any reason
WA Reserve now.pay la*e' $164
®Exceptional 57.t ot tal
1,801 review: mcludes taxess&Far
Iwo 1�1 1"
V Coeur D'alene Vacation Rental _ 1 Mi to Tubbs Hill
Ip Entire home
r is Sleeps 4.2 bedrooms.1 bathroom
5.93 mi from Coeur d'Alene.ID(COE)
I � IGtcfien
Overview Rooms Location Amenities AccessiblI4 Policies � .R
Crowne Plaza Seattle Airport, an IHG
(Hotel
s� MEMGMTS„ l
INSea7ac hotel with restaurant and bar/lounge KENT
SeaTac
s VISIT KENT 12
Wonderful
Guests liked: 17338 international Blvd SeaTac WA 98188
Expedia Campaign Travel Window (Days)
Oct. 16 - Dec. 31 , 2023 8
6
( f Trip Duration(Days)
m
Hotel + 40%
4
79_6% F-
80%
70% 2
Go%
50% 5.1% 4_1% 4.1% 4.1%
40% Mi
30 � r�-1 � � 4 � 4 �
20%45 1d-39fi 4- 3 -1 � M
10% 4_1% 0%
1-2 days 3-5 days 5-9 days 10+days
2 nights 0-6 days
Average length of stay for people who saw a Most visitors who saw the Visit Kent ad and
Visit Kent ad and booked through Expedia booked through Expedia made reservations 6
days or less before their trip
Additional campaign results
449,000 Ad impressions; goal was 342,000
264 Clicks on Visit Kent's ad
.06% Click-thru rate (above Expedia's avg. for destinations: .05%) VISIT KENT 13
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Geolocation � -
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Data Fi n i n sfilm. N
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Visit Kent 2023 Annual YTD
Global rilters In-State Out-of-State Distance: 50 mi - 2,744 mi Dates: 1 /1 /23 - 12 30 23 Clusters: All Included P01s: 2 Excluded
Visitor by Day Monthly Volume by Visitor Days
D Geo Data � Geo Data � ceo Data
Total Trim
1M
3,859,999 Trips roe H BOOK
Wed
Thu a 600K
Fri o
Sat = 400K
Visitor Days Sun > 200K
0 5K 10K 15K 20}C a d A i I I
8,138,108 Days Number of Visitor Days Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Avg Length of Stay Trips by Distance Income
2.1 Days Geo Data ` ,) Demographics
i $0-$49k I& $100k-$150k
$50k-$74k 0 $150k+
$75k-$99k
ov Unique Visitors . • 2023
102r845 is - - -
Visitors 50-150 150-250 250-500 500-1 K 1 K+
Miles Miles Miles Miles Miles
49 Repeat * One Time
Global Filters In-State Out-of-State Distance: 50 mi - 2,744 rni Dates: 1/1123 - 12130/23 Cluster: Corp & NITGS Included P015: All Included
Visit ant Corporate Business Trends
pGeo Data Daftly 11151tANr5 Trend
5-Day Roil i rig Average
Tout Trips nryMAVisrtation P01 Visitation
a
$!Y,505 Trips0
p Gee Data
Cea Data Geo Data �11
DMA Poo V7sitnr hay s00
s
visicar Days Seattle-Tacoma 11,855 The Boeing Company Kent 23,407 0 400
131,022 Days "° 200
Portland-OR 9,680 5tarbucks Roasting Plant 22,234
Jan Feb Mar Apr May Jun Jul Aug Sep 0cl Nou
Avg Length of Stay
Spokane 5,807 Hexoel Corporation 9r752
1,5 DSys
Yakima-Pasco-Rchlnd-Knn... 3,429 Seattle-Tacoma Box Co 8,486 Biz & DORPs impact on Visit Kent (correlation to hotels')
O./ UniqueVi&hors CenterPoirrt Conference Ce.- 9,650 Correlation Over Time
^ 46,139 Visitors Los Angeles 3,Z5
Sac ram nto-5tkton-Modesto 2,354 Oberto Beef)erkey 7,184
19A%
Phoenix -Prescott 2,220 Btue origin 5,692 iP.944
Trips by Length E,e%
of Stay �
San Francisco-oak-San Jose 2 083 Omax Corporation 5,166
j L4'tia�dtd dpq 2p23 Fqb 2Gn Wr2M Apr2023 MAY2D23 J1n 2029 AA023 AK NO 5aP 2Q23 Or.17p7i NW M23
0 Opwntpwn #DUt000r Rr0 W Heeels S Kent Stalign �Rarkg&RW w$pails a aen1 Venue
Salt Lake City 2,043 Oberto 4,39S 0A ces&n Sho1Vare Cenlar
0 Reference Level fleierencevalus {omparlsan Level Method
0 1 Day 56.4]6 z aay3 15-67;
Dallas-Ft.Worth 1929r �
Flow International 4r315 Average Cormiation Cluster Corp&MTos Cluster sameweek
�
0 3 Days 7.53% 0 4 D 5.55% .� 0 Downtown_29% _ 'Outdoor Re[:3% 0 Hotels:3% * Kent Station:3% Parks&Rec:Z% 0 Sports:2%
0 5 Mys 4.14% 0 6+pays &79% narnrnr y ftfto TPmeannifniAR Aismansra I C-74
� E,rentYenue;ix Shu11'are[enter O.TX.
2024 a r e ing
-
Strate
1
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t �
Post- Pandemic Strategy Refresh
• Listened to your feedback and priorities
• Regroup and build new possibilities for 2024
• Build a more focused approach to Visit Kent "
t
JAYRAY A PLACE TO THINK VISIT KENT 18
Focused Goals
1 . Position Kent as a truly unique, urban cultural
hub i-
2. Increase visits and hotel stays to Kent by
attracting and converting independent business ,. A
travelers and day trippers into return, overnight
visitors . .
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JAYRAY A PLACE TO THINK VISIT KENT 19
gLandscape &Lodgin Trends
Business travelers in American Lodging & Hotel P
Association survey i
• 53% said employers ex expected about the same
p
amount of business trips as pre-pandemic times A
68 /o were likely to travel overnight for business in
the last three months of the year (up from 59% in
2022)
Business Travel News, "AHLA Survey: Expected '23 Corp. Travel on the Rise," 11/1612023
JAYRAY A PLACE TO THINK VISIT KENT 20
gLandscape &Lod in Trendsg -
Hotel occupancy is down nationwide
• Normalization continues; 2022 was busy because of '
revenge trave I
STR report for July:
0 0 �
- Occupancy was 69. 1 /o (down 0.5 /o year over year)
- Continued improvement in business and group
3.
p g p
travel r
• Business travel has been picking up; occupancy
growth more concentrated on weekdays F
Business Travel News, "STR:July U.S. Hotel Rates Rise, Occupancy Slips A_cLain,"812112023
HotelDive, "US hotel industry growth slows in Q2: CBRE,"81712023
STR, "U.S. hotel commentary-June 2023," 712512023
JAYRAY A PLACE TO THINK VISIT KENT 21
Content Trends
Trend: Short-form video content
• Shows prospective guests what they can expect in advance
• Less highly polished, more authentic, surprising, p.
g yp �
mesmerizing
• Offer personal connection and discovery all in one place
• Share video on main hotel website, social media pages or '
event venue profile 1'
• People use social media to search and share experiences
Q 0 0 ,
Cvent, "12 Hotel Marketinc Trends to Watch in 2024," 1011812023
Skift, WhyShort-Form Video Is the Future of Social Travel Marketing-Form Video Is the Future of Social Travel Marketing," 1212212022
JAYRAY A PLACE TO THINK VISIT KENT 22
Content Trends
Trend: Experiences
Guests ages 27-42 get serious about travel for
work or pleasure
When traveling, they value:
• Experiences, authenticity, community and tech
• Personalization, feeling loved and seen
• Like to discover new places i
• Health for themselves and the planet
• Technology for interactions060
_a � 1 • L 4 ■
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EventTemple, "6 Ways To Attract The Millennial Hotel Crowd,"2020 �
JAYRAY A PLACE TO THINK VISIT KENT 23
:rk
1 . Cultural Hub .
r
Connect with a community of culture
JAYRAY A PLACE TO THINK VISIT KENT 24
too
1 . Cultural Hub
r•,
Evolve Kent as a basecamp
• A convenient launchpad to the Pacific Northwest
w
• Kent is your ticket to the rest of the worldRi
- "` ► '
• Kent is a basecamp for international exploration ' -►;;' � 1��: �
• Kent offers a taste of home thanks to authentic , -
eateries and specialty retailers
.. s
JAYRAY A PLACE TO THINK VISIT KENT 25
1 . Cultural Hub
s
Content consideration
• Spotlight culturall diverse ( including the geek `
culture) businesses
• Invite online creators and social media influencers
from diverse cultural backgrounds to Kent
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JAYRAY A PLACE TO THINK VISIT KENT 26
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• Provide the tools to convert day travelers into
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JAYRAY A PLACE TO THINK VISIT KENT 29
This Newfound Focus Needs Support
Anew 2024 theme
. . . .
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JAYRAY A PLACE TO THINK VISIT KENT 30
ONLY I IERE
ONLY HERE
• ONLY HERE allows us to keep focused like never -� --
before
• Supporting and proving every story
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JAYRAY A PLACE TO THINK 31
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2024 Destination Marketing Proposal
WEBSITE SERVICES (Hosting, Maintenance & Content) Budget
Perform website maintenance and content updates to include events calendar, hotel/business listings, homepage banners,
packages and deals. Update graphics and images seasonally.
Write one blog per quarter (4). Includes up to one round of revision.
Develop two new website pages to include content on Kent's cultural diversity and business travel, including key message
updates on homepage. Covers research, writing and publishing to site, with one round of revision.
Annual hosting, domain, software and plug-in subscriptions *These are third-party costs not controlled by JayRay.
Budget reflects current pricing
Annual technical support plan includes resolution of bugs/errors, uptime monitoring, fast website restore (when down),
necessary theme and plug-in updates.
SUBTOTAL $ 19,420
SOCIAL MEDIA SERVICES Budget
Update social media strategy and social bios/graphics (cover/banner/highlight images)to reflect focus area:
cultural diversity and business travel. Includes tone/voice guide, strategy, channel, frequency, key messages and
12-month editorial content calendar/plan.
Write social media content and post 3 times per week on Instagram and Facebook. Reshare partner posts on IG Stories.
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).
Boost social media posts to drive website visits to VisitKent.com. Includes $200 per blog (4) and $10 per social
media post($156).
SUBTOTAL $ 28,030
JAYRAY A PLACE TO THINK VISIT KENT 34
2024 Destination Marketing Proposal
MARKETING - : . . -
Lead in-person workshop (1 .5 hrs.) with hoteliers and key partners to identify business travel market, trends and advantages
to guide marketing strategy for 2024. Workshop includes facilitation, workshop materials and summary of findings.
Based on findings, craft high-level strategy including audience, goals, tactics and schedule.
Geolocation data subscription (12 months) with Datafy to track visitors from 50+ miles away. Includes 5 clusters, dozens of
geofenced points of interests (hotels, sports, outdoor recreation, shopping, downtown, parks, corporate businesses) and
quarterly measurement report.
Develop creative brief and campaign concepts (2) for geolocation marketing ad campaign. Includes design and ad copy.
Finalize selected concept into HTML-5 ads in up to 8 sizes. Draft campaign landing page copy and publish.
Ad allowance for geolocation marketing campaign (using geolocation data) to target past/look-alike audiences,
while serving ads in destination. Focus on business travelers in 2024.
Geolocation data analysis/management (monthly meetings w/Datafy), POI updates (adding more corporate business
locations), quarterly reporting (4) and annual report to compare YOY (1 ).
State of Washington Tourism - Partner City Membership (includes Datafy discounted rates)
SUBTOTAL $ 55,602
JAYRAY A PLACE TO THINK VISIT KENT 35
2024 Destination Marketing Proposal
MEDIA RELATIONS SERVICES Budget
Craft media invite to bring 4-6 foodie writer/influencers on a Kent global food tour. Includes media list development,
partnering with local businesses or food tour company. Includes one JayRayer on site for tour.
Bring 3 content partners/influencers to Kent (people who match the diversity of Kent businesses/residents)to develop
stories/images and share with their followers through blogs, social media and/or Visit Kent blog as guest writer.
Includes identification, invitation, contract, trip coordination and summary of results.
Cision media database subscription (media lists, coverage monitoring)
Media hosting allowance (to cover PR/travel writers overnight stays in hotels and content creation)
SUBTOTAL $ 10,830
PROJECT MANAGEMENT
Develop project work plans, track goals and provide quarterly reports (4) of services provided and annual report.
Quarterly project status calls (4, 1 hr.) with client. Includes agenda and update.
Present progress report to LTAC in person (2 meetings per year).
SUBTOTAL $ 16,662
JAYRAY A PLACE TO THINK VISIT KENT 36
2024 Destination Marketing Proposal
CREATIVE SERVICES (Video & Photography) Budget
Develop videos (6) and image library (up to 600 images) to support greater economic development through increased
business:
Develop creative brief and video concepts (2) and review with client. Finalize selected direction. Currently planning for
cultural diversity(4 videos) and business travel (2 videos).
Create storyboards, shot lists and scripts for videos/image library. No narration.
Craft film schedule, find volunteer models and coordinate with local businesses. Includes model releases.
Conduct video/photo shoot including drone (on site, six half-days, up to 3 locations per shoot/18 locations total). Includes
videographer/photographer and activities allowance to cover food/activity expense.
Source stock music (6 total tracks).
Video editing for 6, 30-second video spots and 6, 15-second shortened spots for social media. Photo editing for up to 600
images, includes full-rights/use. (Videos to be used across website, social and advertising). Includes one round of edits
per video, from client.
SUBTOTAL $ 23,420
TOTAL BUDGET $ 153,964
JAYRAY A PLACE TO THINK VISIT KENT 37
2024 Destination Marketing Proposal
SERVICESRECOMMENDED ADD-ON - REFRESHED : ..-
Create Kent teaser brochure for hotel distribution, promoting cultural experiences and local restaurants to convert
business travelers into leisure travelers. Provide brochures to Kent's Economic Development team for meeting with corporate $ 6,120
HQs. Print allowance of$2,000 for 20,000 brochures. Client to provide to hotels.
Ad allowance for two-month Expedia hotel campaign during shoulder season. Includes writing landing page content on $ 16,160
Expedia website, designing ads (up to 8 sizes) and vendor management and report.
Video translation allowance for two additional languages (other than English) for text overlays in up to 6 videos. $ 1,800
Promotion allowance to reach video target audiences across web/social ($500 per video). $ 3,600
Pitch business/meetings magazines story ideas of Kent as a business travel destination. Includes development of media list $ 4,040
and one story per quarter.
SUBTOTAL,ADD-ONS $ 31,720
TOTAL BUDGET WITH ADD-ONS $ 185,684
JAYRAY A PLACE TO THINK VISIT KENT 38
Budget Allocation by Marketing Program
2024
2024
$153,964
Media Project
Relations Management 2023
11 % $111 ,000
Website
13%
Marketing 37% = outside costs
36% ($56,302 of the $153,964 budget)
Social pass-through, hard costs:
Media • Website: $4,100
18% • Social media: $2,800
Video + • Marketing: $40,602
Photography • Media relations: $5,800
15% • Video & photo: $3,000
JAYRAY A PLACE TO THINK VISIT KENT 39
Questions
Discussion
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