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HomeMy WebLinkAbout2017/03/15 MASON COUNTY LODGING TAX ADVISORY COMMITTEE Meeting Minutes Commissioners'Chambers 411 North 5T" Street, Shelton, WA 98584 Wednesday, March 15, 2017 8:30 a.m. Members in Attendance: Chair Terri Jeffreys, Heidi McCutcheon, Kelly Bergh, and Shaun Tucker. Bonnie Knight arrived at 9:30 a.m. Absent: Duane Wilson. 1. Chair Jeffreys called the meeting to order at 8:52 a.m. 2. Shaun/Kelly moved and seconded to approve the February 9, 2017 meeting minutes. Motion carried. 3. Review of Request for Proposals for 2018/2019 a) Visitor Information Centers Bonnie Knight submitted an email expressing support of the VIC in Hoodsport. Shaun pointed out that general tourism promotion, VIC's, small events and a destination marketing organization (DMO) are all intertwined. If the existing allocation percentage was maintained, it doesn't mean we have to spend all the money. The three areas for VIC's could be decided as Belfair/Union, Hoodsport, and Shelton; call for RFP's but then decide to not award all of it. He then asked where does the money go. It was explained the money is in a dedicated fund and it would stay in that fund — Lodging Tax. The process was discussed; applications for money are made to the LTAC, they make recommendations, the final approval is with the County Commissioners. Shaun noted that Blue Collar has established an adventure type promotion platform and currently the bulk of the money is going to an outside entity. He questioned if we are at a point in the strategy, if we are ready to flip it and have a local Visitor Center Bureau (VCB) type function and have that VCB contract out for specific functions such as social media and work with the festivals. If we are ready for a VCB, that would also serve the VIC function by contacting the local businesses for VIC landing spots and provide virtual services. Heidi brought up events and festivals and stated it was talked about who would work with festivals. She thinks they are promoted it but questioned if there is hands-on help. Shaun stated he is questioning whether the festival funding should be included in the general tourism. Although it seems old school, you need help on the ground level. Kelly believes we are close to a change, Blue Collar has created a great website and message. Heidi pointed out the the county owns the material. The RFP could request samples of what they would include in the campaign to be certain it complements the current campaign. Shaun stated the VCB would be someone who would manage the contracts. Heidi stated that whoever is doing general tourism should support the festivals and work one on one with the festivals to create timelines and a campaign that is cohesive with the current campaign. She acknowledges the marketing has been fine but had anticipated more support with the festival people. Lodging Tax Advisory Board Meeting Minutes March 15, 2017 Discussion of what the direct event funding was used for when the small awards were made. Heidi thought there would be some type of bulk ad buy purchased for the festivals. Stephanie provided the process Blue Collar followed last year for the festivals. A form was sent out initially and followed up with a conference call. Some events were very responsive at providing content. This year, an email was sent out asking for the event organizers to update the information. Stephanie attended an Allyn Days meeting this week and they will be providing content. Terri summarized that she is hearing the new proposal is to move towards a DMO that would manage marketing contracts, provide hands on marketing festivals and technical assistance, be a representative at regional tourism organizations, and expand the brand that complements the existing campaign. Bonnie Knight arrived at 9:30 a.m. Heidi sees it as creating campaigns and pushing them out. There is a difference between business recruitment and destination marketing. Shaun sees it as keeping the bigger dollars in county for the DMO and smaller dollars go outside through contracts. He is not opposed to 30% for VIC's but not necessarily as brick and mortar, maybe more virtual. He wants to make sure there is still a service provided to visitors in county. He suggested that for 2018, leave at 30% for Visitor Information Services money and have the DMO manage that money. Heidi stated that 30% of the VIC budget goes to rent; they employ volunteer coordinators at about 30 hours a week. She sees the VCB person being very present in the community and available, serving as an ambassador representing Mason County. Shaun pointed out we are appealing to people outside of Mason County and we lose touch with that so an outside viewpoint is important to stay current. Shaun stated the primary focus is building on the momentum that Blue Collar has created; focus on tweaking small festivals; leaving VIC's alone for 2018; if the VCB concept gets locked in, that could change the VIC. We can change how we spend the 68%. Kelly stated she found in her research on VIC's is to move towards a combination of several small spots throughout the county and include virtual content. Shaun/Bonnie moved and seconded to allocate up to 30% of LTAC funding for VIC's for 2018 and view that as a transition year. Motion carried. Heidi abstained. Shaun noted that for 2019 the Chambers could get funding for VIC services. The VIC RFP language was discussed. The RFP will be for 2018 only and up to 30% of funding. Locations will not be named but will evaluate based on strategy of dissemination of visitor services (location, kiosk). Discussion of who would qualify for a VIC— RCW.67.28.1816— municipality, non-profit, would like to see kiosk at various locations. Change language to cite RCW for who is eligible. LTAC Page 12 Lodging Tax Advisory Board Meeting Minutes March 15, 2017 BREAK- 10 minutes b) Tourism and Small Festival Promotion Cmmr. Jeffreys asked if there are any objections to"flipping the switch"and moving towards destination marketing organization (DMO) services and maintain the 68% funding; build and implement marketing; manage contracts, expand existing campaign, marketing and PR, hands on and technical assistance with festivals, represent and participate in regional tourism and state activities. Discussion points— Shaun —are we relying too much on one person. Who would they report to day-to-day. Heidi —could ask for monthly brief communication on what has been done and what will be done next month. Bonnie— not so much data but a narrative on what has been done. Heidi — monthly briefing and quarterly report that includes data. Shaun — include outreach, events, and projects for the month. Basically looking for a project manager. This contract would hire a person who facilitates the entire process. Research other areas that already run a VCB— such as Chelan and see how they do it. The conversation then moved on to could the lodging tax fund a county-owned VCB structure. It was decided that LTAC members will contact VCB's and write up their perception of how it works and report their findings at the next LTAC meeting. Heidi will contact Chelan Shaun will contact Walla Walla and Woodinville, Visit Seattle Kelly will contact Kitsap County Bonnie will contact Thurston County They will seek the following: Best practices How is tourism structured, how is it run, copy of contract, capital expenditures, reports for past year. 4. Other Business 4.1 Request from Blue Collar for additional funding to visit festivals Chair Jeffreys presented the request from Blue Collar for an additional $13,800 to attend three additional events. These are Outdoor Project events in Seattle, Vancouver BC, Portland and Bend (Portland is already budgeted to attend). Each event is $4,600. Heidi questioned the cost of attending the events and what could not be done in the current budget in order to attend these events. LTAC Page 13 Lodging Tax Advisory Board Meeting Minutes March 15, 2017 Blue Collar's email says if they work within current budget, they would have to use advertising funds which will negatively impact website traffic, email growth, and social engagement and likes. Options are to cut back in other areas of the existing budget; recommend additional funds; or not go. Heidi supports Seattle and Portland and outreach to military (JBLM). Kelly supports Seattle and Portland. Heidi wants more info on expenses. Shaun supports Seattle and Portland and providing additional funding but need detail for expenses. Shaun/Heidi moved and seconded to award additional funding for Seattle and Portland events and encourage participation in military events. Motion carried. 5. Public Comment— none. 6. Calendar—the next meeting will be April 13 at 9 a.m. Requested the quarterly reports be sent in writing ahead of time. 7. Adjourn at 11:45 a.m. LODGING TAX ADVISORY COMMITTEE MASON COUNTY, WASHINGTON ATTEST: I L �� 4- LTWClerk Cmmr. Terri Jeffry Chair LTAC Page 14