2007/10/17 Council Agenda Packet

P+) international markets. While many local areas have tourism promotion efforts, the state has a responsibility to ensure that these newly emerging tourism markets are given strategic and competitive market positioning. The Snohomish County Tourism Bureau has strong ties to the state tourism marketing efforts through participation in cooperative advertising campaigns, trade shows, sales missions, and media familiarization tours including Snohomish County. Our longstanding relationship contributes to the positive positioning the Snohomish County Tourism Bureau has within the state tourism industry. Countywide Tourism continues to be a growing industry in Snohomish County. According to a report issued by Washington State Department of Tourism in October 2006, travelers to Snohomish County spent$746.7 million in Snohomish County in 2005. Snohomish County is ranked number 3 out of 39 counties in Washington in terms of visitor spending. Figures from this Washington State Tourism document state that travel spending in Snohomish County grew 10.6% in 2005 over the previous year. In 2006, hotel occupancies were 70.1%, up 4% over 2005, while average rate increased by 11.2% providing higher revenue to the owners. In 2007, the Snohomish County Tourism Bureau recommends that Everett take advantage of the fact that the economy continues to strengthen and many consumers are feeling more optimistic about their financial prospects. The Bureau will recommend advertising to the close in market, Canadian off-season travelers and evaluation of the web-based programs already in effect. The Bureau will also recommend that Everett capitalize on the Future of Flight—Aviation Center and Boeing Tour as an entree into the international market and will partner with Washington State Tourism in international tariffs and other marketing opportunities on Everett's behalf. Recommendations for the City of Everett tourism marketing include: Overall recommendations summary: 03 Create strong advertising messages and themes that emphasize value and proximity to Seattle, Everett's waterfront location and associated tourism attractions, focusing on short vacations and quality. Advertising will include magazines, guides and newspapers targeting leisure travelers and group markets. cis Evaluate web presence to take advantage of the consumer's need for quick information and convenience of online reservations and consumer's increased comfort with Internet research. Explore optimization of current site. 03 Utilize residents as emissaries and provide them with up to date information on attractions and activities. Enlist local news media to educate residents. Capitalize on the trend indicating that the top three activities are shopping, visiting friends and relatives and outdoor recreation. 03 Focus on the close in, baby-boomer, rubber tire customer, Canadians and visiting friends and family. 03 Capitalize on existing festivals, events and parks programs and expand them to multi-day programs with cooperative partnerships. 03 Work closely with the Washington State Tourism Office, Snohomish County Tourism Bureau and other regional tourism organizations to identify cooperative programs to further Everett's presence and marketing dollar. On behalf of the City of Everett, the Snohomish County Tourism Bureau will coordinate and lead efforts to initiate and expand Everett's marketing reach and promote visitor spending through cooperative ventures with the private sector. We will solicit individual leisure travelers and group tours. We will analyze and recommend advertising placement, and evaluate and expand the cities tourism Internet presence. We will create and distribute a visitor's guide and group tour summary to include attractions, tour itinerary suggestions, hotels and other tourism suppliers. Snohomish County Tourism Bureau 6 Everett Tourism Marketing and Visitor Services Proposal