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HomeMy WebLinkAbout2016/02/18 MASON COUNTY LODGING TAX ADVISORY COMMITTEE Meeting Minutes Commissioners'Chambers 411 North 5T" Street, Shelton, WA 98584 Thursday, February 18, 2016 9:00 a.m. Members in Attendance: Chair Terri Jeffreys, Duane Wilson, Shaun Tucker, Arnold Hampton, Heidi McCutcheon (arrived at 9:10 a.m.), Kelly Bergh. Absent: Bonnie Knight arrived 9:50 a.m. 1. Chair Jeffreys called the meeting to order at 9:02 a.m. 2. Approval of the October 15, 2015 meeting minutes. Shaun/Kelly moved and seconded to approve the minutes as revised. Motion carried. 3. Frank reviewed the 2015 and 2016 Financial Statements. The 2015 ending fund balance is $348,521; budgeted revenues for 2016 are $300,000 and expect to receive at least $320,000. The 2016 budget is as follows: Festival and Event Promotion, $65,000; SM Chamber of Commerce, $50,000; North Mason Chamber of Commerce, $40,000; Tourism Development Services, $194,848. Discussion of the ending fund balance and Shaun asked if there should be a strategy for how much to have as ending fund balance. 4. Frank explained the 2016 funding for County staff support which is budgeted at $20,838. This is based on actual staff hours spent on the lodging tax function. 5. Heidi McCutcheon presented the 2015 year end Visitor Information Center report for the Shelton-Mason County Chamber of Commerce. They have seen an increase to visitor numbers, phone calls and website clicks. Cmmr. Jeffreys opened up the conversation on contracts for 2017-2018 Tourism &Small Festival Marketing Promotion and 2017-2018 Visitor Information Centers. Shaun stated he believes we need to stay the course for 2017 for small festival promotion to see if it works as contracted. Duane agreed; Heidi agreed. Heidi pointed out the Chambers are just about out of maps, they need print money. Heidi noted there are membership fees that may be beneficial to tourism. Shaun spoke brought up the visitor information centers. He believes the Hoodsport VIC can't go away; Belfair and Shelton VIC's have value and he supports them. Arnold stated that State Parks have tried virtual applications; people still want personal contact once they get to the destination and he supports the VIC's. Kelly noted that Blue Collar's campaign is social media driven and the VIC's fill the void for those that don't use the social media. Duane supports continuing the VIC's. Bonnie supports the VIC's. Lodging Tax Advisory Board Meeting Minutes February 18, 2016 Heidi noted that due to the complexity of the available recreation, (federal, state, local), the visitor needs the personal touch to make it a good experience. Cmmr. Jeffreys stated the VIC RFP will be reviewed at the next LTAC meeting. Arnold noted a VIC is needed on Highway 101. Discussion of print materials needed. Diane suggested LTAC recommend a post for quotes for print materials. Specifications will be needed. There was discussion of whether there is budget available in Blue Collar's tourism promotion contract. Stephanie Rowland, North Mason Chamber of Commerce, presented the 2015 North Mason VIC report. They have absorbed the function of the Union Tourism Association. Her goal is to keep the VIC at Hunter Farms open and print the Union brochure. They have had a bit of reduction of visitors due to the road construction. LTAC asked that comparison numbers to past years'experience be included in the quarterly reports. 6. Tourism Promotion Quarterly Update - Blue Collar Agency John Mitchell, Blue Collar Agency, presented the 2015 year-end report and 2016 plan for tourism promotion. Mason County lodging tax increased 9.3% in 2015 compared to 2014. Discussion of how the visitor numbers are determined. Stephanie will provide the formula used. John stated they need fresh imagery and video to promote the area. They are anticipating some print materials for not only the VIC's but in-between locations. Blue Collar's audience is the millennials. Blue Collar's services included the following: social media sites including Facebook and Instagram, sweepstakes promotion, two video shoots in the area, monthly newsletters, social training - conducted on-site training and a webinar. In 2016, the focus will be on events in shoulder months. John reviewed the analytics and noted that Hoodsport was heavily viewed on the website. The analytics help drive what type of events need to be promoted. In 2016 the events are listed on the website and will be promoted three weeks in advance of the event. The Blue Collar staff provided their work plan for 2016 and the various improvements they intend to make to the website and social media sites. They are developing a partnership with Outdoor Adventures and Hood Canal Events. Ideally new content should be created in the summer months that would be used in 2017. Discussion of using unallocated funding for maps and/or creating content. Possibly contract with a photographer for year-round content. Blue Collar noted that the content needs to tell the story and it may be more efficient to contract with a photographer and shoot a large amount of content at one time. Stephanie noted that the process also builds relationships. Videos are also an important element and keeping with the same style of photography. John reviewed the 2016 Tourism budget of$185,000. (Actual contract is 58% of 2015 revenue or $194,848.) April then talked about the 2016 events budget of$65,000. Hood Canal Presents is the suggested identity to promote the events. They intend to advertise on the ferries and she LTAC Page 12 Lodging Tax Advisory Board Meeting Minutes February 18, 2016 reviewed the on-site advertising. The on-site advertising would not be for all events. There was discussion of what events would have on-site advertising. There was a discussion of using the "Hood Canal Presents" identity because of the impression it would give of who is actually organizing the event. The service organizations may not buy into this promotion. Cmmr. Jeffreys noted that having on-site promotion at events is important. John explained how they intend to advertise the events. Three weeks prior to event a blog is written, media dollars will be spent for social advertising targeted at the specific audience based on the demographics. Blue Collar will be talking to the event organizers to target the correct audience. Duane asked if some of the promotional items can be locally purchased. Shaun stated he would rather spend a small amount of dollars out-of-county to drive bigger lodging tax dollars to the county. 7. There was no other business to discuss. 8. There was no public comment. 9. Diane will poll the group to schedule the next LTAC meeting. 10. The meeting adjourned at 12:45 p.m. LODGING TAX ADVISORY COMMITTEE MASON COUNTY, WASHINGTON ATTEST: LTAC Clerk Cmmr. Terri Jeffreys, Chair LTAC Page 13