HomeMy WebLinkAbout2014/03/25 MASON COUNTY LODGING TAX ADVISORY COMMITTEE
MEETING MINUTES
March 25, 2014
Members in Attendance: Bonnie Knight, Duane Wilson, Kelly Bergh, Stephanie Rowland and Terri
Jeffreys, Chair.
Also in attendance: Frank Pinter, James Calle, Mark Woytowich, Jerry Ekenrode, Heidi
McCutcheon, Mark Ziegler, and Judy Scott.
1. The Chairperson called the meeting to order at 10:00 a.m.
2. Duane/Stephanie moved and seconded to approve the October 17, 2013 meeting
minutes. Motion carried unanimously.
3. Consider a Change in Use of Lodging Tax
Cmmr. Jeffreys explained the county called for LTAC member applications early with the goal
of expanding the membership to include more generators.
A proposal has been circulated that would amend the VIC and general tourism marketing
process since those areas receive a large amount of funding.
Bonnie Knight brought up funding from the legislature.
Heidi McCutcheon explained the funding from the legislature is not for tourism promotion. It
is approximately $1.25 million for the 2014-2015 biennium to WA Tourism Association
(WTA), a privately run entity. Some of the expenses it will be used for are two websites and
the travel planner magazine. WTA lobbied for a self-assessed tax which will give the ability
for WTA to be privately funded by those impacted by tourism.
Cmmr. Jeffreys has looked at how other counties distribute the lodging tax. She pointed out
that having tourism promotion fall to the chambers has been controversial. She suggested
having a competitive process for other entities to apply for tourism promotion and dedicating
a percentage of the lodging tax for this function. She suggested the LTAC have a say in VIC
locations, hours of service, and services provided. Established festivals may not receive
funding but direct lodging tax towards new events.
Stephanie welcomed the proposed process. Tourism promotion is a lot of work and it's
important to keep information and websites up to date.
Kelly also believes it will be a good idea. She would like to see more structure for different
types of funding and flexibility to work with potential new festivals.
Duane doesn't believe the small festivals will ever be self sustaining. If they had to direct
festival funding towards marketing, it would impact the quality of the event and he believes
that would impact the number of"heads in beds". He understands some of those receiving
funds have a hard time measuring their results.
Bonnie agreed to do an RFP process with broad advertisement.
Duane would like the proposal to come back to this group in another meeting prior to a final
decision.
Lodging Tax Advisory Committee Meeting Minutes Page 2
March 25, 2014
Bonnie agreed that any changes will need time invested so it's done correctly. Small festivals
need to be supported.
Performance measures were discussed.
Mark Woytowich supports allocating a certain percentage of LTAC funds to festivals and he
supports small festivals. He agreed that measurements need to be established for funding.
He supports calling for proposals for general tourism. There needs to be a watchdog to
make sure expectations are met.
Mark Ziegler suggested a tool kit be developed for festivals/events. This could include the
requirement that the festival must refer to the Explore Hood Canal website and keep the
festival website updated. He did point out the events are run by volunteers. He is
concerned that if marketing for small festivals is reduced, that could reduce lodging tax
money.
Heidi agreed that volunteers run the festivals and guidance is needed. Stephanie and Heidi
checked festival websites and most did not refer to lodging or other things to do in Mason
County. Criteria should be required in marketing, including the reference to the Explore
Hood Canal website. She likes the RFP process and believes VIC's should be separate from
general tourism.
Jim Calle agreed to a percentage of LTAC funds being allocated to small festivals. He
believes it is important to maintain cooperation across the users. He would like to make sure
the criteria are clear for general tourism promotion and small festivals.
Stephanie noted there would be an administrative cost in the marketing proposals.
Jerry Ekenrode referred to EDC's presentation of the marketing of Mason County. She stated
it's important to sell the county collectively in a bundled package that is easily accessible.
Cmmr. Jeffreys brought up the concept of allocating percentages for certain functions.
After discussion, it was agreed to allocate 10% for festivals, including new festivals; 58%
general tourism promotion; 30% for VIC's and 2% for reserves.
Mark Woytowich noted the hikes and walks guide needs to be updated and that it enhances
a visit to the county.
There was a discussion of how to fund the guide update and general consensus was from the
general tourism funding. It was pointed out that having a consistent look for tourism
materials is important.
There was a discussion of Visitor Information Centers (VIC). Three VIC's receive funding
from Lodging Tax - Hoodsport, Shelton Chamber, and North Mason Chamber. The proposal
is that LTAC should be charged with identifying the number of VIC's the county should fund,
their locations, services offered and hours of operation. Multi-year contracts should be used
and determined by a RFP process.
Stephanie and Heidi pointed out that to be an effective VIC, it needs to be staffed and be
able to provide a variety of information.
Lodging Tax Advisory Committee Meeting Minutes Page 3
March 25, 2014
Cmmr. Jeffreys stated she sees the VIC's as the service structure. She would like the general
tourism promotion contracts to have measurements, such as hotel vacancy rates, restaurant
business and entertainment business.
The joint tourism did join the Olympic Peninsula Tourism Association which gives access to
those types of statistics.
There was a discussion of general tourism RFP requirements. A multi-year contract was
agreed upon. Other requirements would be to update the hiking map, maintain the Explore
Hood Canal website, support the small festivals, and develop a tool kit for small festivals.
Concern was expressed that if the RFP requirements are so detailed, is there really
opportunity for new ideas. Performance measurements were discussed.
Timeline was discussed —at the next meeting the LTAC will work on finalizing the RFP for
general tourism and work on the RFP for the VIC's and then schedule another meeting for
the small festivals. The RFP's for general tourism and VIC's can be solicited separately from
the small festival process.
Cmmr. Jeffreys would like to eventually see a tourism concierge service.
4. Schedule next meeting date —Wednesday, April 9, 10 a.m.
5. The meeting adjourned at 12:25 p.m.
LODGING TAX ADVISORY COMMITTEE
MASON COUNTY, WASHINGTON
ATTEST:
Diane Zoren, LTAC Clerk Cmmr. Terri Jeffreys, Chair