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<br /> What we wish to do: We wish to promote five Village Theatre Mainstage shows
<br /> (spanning two performance seasons)to people outside of the City of Everett with the aim
<br /> of generating an estimated 7,179 overnight stays, primarily in the shoulder and off-season
<br /> of October through April. Web and transit advertising, as well as targeted printed mailing
<br /> distributions, will promote one of the area's six major asset themes, "business and event-
<br /> based visitation,"encouraging day-trippers to "open up to the arts" and enjoy culture, one
<br /> of the highest visitor rated attractions in the area.Who will benefit,why and how: Direct
<br /> beneficiaries include day-trippers traveling significant distances (50+ miles)to attend an
<br /> evening or matinee performance, such as those traveling from Bellingham, Vancouver
<br /> BC, Wenatchee, as well as Pierce and King counties, who stay overnight in one of the
<br /> City of Everett's many lodging establishments (e.g., Hampton Inn, Best Western, Holiday
<br /> Inn Express, Inn at Port Gardner). The City's residents employed in Leisure & Hospitality
<br /> sector(Economic Alliance, June 2017, reports a total of 26,700 Snohomish County's
<br /> residents in this sector)will also benefit since the project is designed to promote tourism
<br /> development primarily during off-season. Beginning and Ending Date of the Project:
<br /> Febuary 1-December 31, 2018. Evaluation Methodology: We will add tourism-specific
<br /> questions to our patron marketing surveys; count the number of overnight stays reported,
<br /> and predict others based on the number of patrons who live 50+ miles from the theatre
<br /> (quantitative); gather relevant anecdotal qualitative information; and assess the local
<br /> tourism industry's management/staffs satisfaction with the success of the project and find
<br /> ways to create innovative promotional efforts (e.g., coordinate with other organizations to
<br /> create multi-day packages that would encourage ticket buyers to stay and experience
<br /> additional arts, cultural, sports, or recreational activities throughout the City of Everett).
<br /> Part of a Larger County-wide effort: Off-season tourism development, overnight
<br /> visitorship, and expected, leveraged funding from Snohomish County's Hotel/Motel funds
<br /> (to support the promotion of five shows)will advance several of the strategies in the
<br /> County's Strategic Tourism Plan for 2018-2022. The Plan incorporates the Arts, Culture
<br /> and Film sector into one of six major asset themes, "business and event-based visitation,"
<br /> and includes "the diverse offering of historic, cultural, and artistic activities, plus engaging
<br /> events/festivals for visitors and residents to enjoy" in the Vision Statement for Snohomish
<br /> County Tourism. This project is best aligned with three of the Plan's specific tourism
<br /> expansion Strategies: 3.1 Regional Destination Product Development, Marketing and
<br /> Promotion; 3.2 Events & Festivals; and 3.3 Seasonality. Village Theatre"opens up the
<br /> arts"to tourists and residents of the County with a five-show Mainstage Season that
<br /> consists of five shows with a total of 243 performances occurring over 184 days out of the
<br /> year. The Mainstage Season runs from September through July, with 34 weeks of
<br /> production in Issaquah and 20 weeks of production in Everett. Through a re-imagined
<br /> regional approach, Village Theatre intends to work with various tourism entities to
<br /> enhance and facilitate the development of promotional efforts already underway. For
<br /> example, we will work with entities such as This Is Everett Dot Corn and the Downtown
<br /> Everett Association to coordinate with other organizations to create multi-day packages
<br /> that would encourage our ticket buyers to stay and experience additional arts, cultural,
<br /> sports, or recreational activities throughout Everett. Village Theatre would welcome the
<br /> opportunity to serve on an Events & Festivals Working Group of event and festival
<br /> organizers, developers and operators. Lastly, the majority of Everett's productions occur
<br /> during the shoulder and off-season of October through April (3.3 Seasonality).
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