HomeMy WebLinkAbout040814 LODGING TAX ADVISORY COMMITTEE OUTLINE SPECIAL MEETING MINUTES
DATE: April 8, 2014 START TIME: 3:00 p.m. LOCATION: City Hall, Conference Room 3
VOTING MEMBERS PRESENT: Michelle Sandoval (Chair), Rob Birman, Janette Force, Denise Winter, Dave Robison, Cindy
Finnie, Sue McIntire, Will O'Donnell
NON-VOTING MEMBERS PRESENT: Xoe Huffman (Main Street), Teresa Verraes
MEMBER(S) EXCUSED: Jake Beattie, Sherri Hanke, Nathan Barnett
OTHERS PRESENT: Bill Roney (JeffCo Tourism Coordinating Council), City Manager David Timmons, Marketing Director Christina
Pivarnik, Deputy City Clerk Joanna Sanders and Deputy City Clerk Joshua Stecker
Topic Motions/Recommendation/Action Follow up
Approval of Minutes: March 10, 2014 Unanimous approval of minutes as
written.
Update from City Manager: Mr. Timmons reported on the following upcoming
projects (City water treatment plant and comprehensive planning process). City
Council expressed interest in reconvening the Community Development/Land Use
Committee to discuss vacation rentals. There was some concern that allowing
transient accommodations would potentially negatively impact Ft. Worden lodging
and therefore the transient accommodation topic might come from CD/LU to LTAC for
consideration before the recommendation goes to Council. The visitor center
relocation project has been delayed, but the City will be applying for grant funding to
renovate the "Triangle" parcel of the former visitor center to make it more pedestrian-
friendly. LTAC trend analysis will be presented at the April 9th meeting.
2014 Strategic Plan Check-in: Ms. Pivarnik addressed progress of Strategic Plan. Recommended that the Strategic Plan
The first e-magazine is came out on April 4th. Enjoypt.com is now responsive to goals be modified to track growth for
smartphones and tablets. The website STAY landing page was redesigned for easier Fort Worden separately from growth for
linking to accommodations, now listing every legally licensed accommodation in Port other lodgings. Ms. Pivarnik will send
Townsend. These were also posted on the Enjoy Port Townsend Facebook page and lodging matrix to members
Pinterest board for "Stay Here!" Ms. Pivarnik will report on paid search advertising at
the April 9th meeting. City events calendar has been sent out to travel writers and
editors. 425 magazine is considering Fort Worden for its article on Washington's best
parks. Film crew activity is quiet. Ms. Finnie suggested that Fort Worden lodging tax
revenue growth be tracked separately from other lodging. The potential for posting
lodging rate comparisons was discussed. Mr. Timmons advised that October should
be targeted as a month with growth potential. He also noted that the City's
Administrative overhead allocation for LTAC would be decreasing. Fort Worden will
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Topic Motions/Recommendation/Action Follow up
be on VRBO by the end of the month. Centrum will link to enjoypt.com's STAY page
for lodging requests.
Review Agenda for April 9 Meeting with Accommodations: The meeting on April Ms. Pivarnik asked Mr. Timmons to post
9th will serve to inform local accommodations about LTACs activities. Mr. Timmons the meeting's PowerPoint presentation
will explain the 4% lodging tax and LTAC's advisory nature, provide a breakdown of on the City's website.
source funds, and the 2013 budget. Fort Worden's preferential treatment as public
entity will be explained. Ms. Pivarnik will cover strategies and marketing examples.
Keven Elliff will cover Search Engine Optimization and special rate packages. Ms.
Sandoval will talk about getting businesses to work more closely with LTAC. Ms.
Sandoval would also like to learn more ways LTAC can support accommodations.
Ms. Pivarnik has set up an email list for lodging providers and another for travel
writers.
Review of 2014 Editorial Calendar— Ms. Pivarnik solicited member input into the
calendar and advised that the calendar will be used for e-magazines and will be
provided in advance to travel writers.
Review of Co-op Advertising Recommendations - $5,000 was agreed upon earlier
in the year for shoulder-season advertising for co-op advertising for events that fall
during that timeframe. LTAC will advertise heavily in Seattle Stranger and Portland
Mercury weekly magazines. LTAC will fund 100% of ad in WA Film Magazine.
Leftover money will be used for holiday season advertising.
PDA Update: Mr. Robison described Fort Worden's progress in establishing new
branding and a strategic marketing plan provided by the Frause consulting team. A
handout was provided showing concept for using building porches as a logo and a
tag line of"A Historic Gathering Place." SWOT analysis showed weaknesses that the
PDA is addressing by hiring new customer service personnel and addressing
deferred maintenance with $150,000 in new mattresses, decor, and furnishings.
$50,000 was put into a new reservation system. The PDA will take over operations on
May 1St. Discover Passes will no longer be needed in the campus area of the park.
The PDA is investigating converting some houses into hotel-style occupancy at a
good value price point. Key message for Fort Worden is its unique ability to provide
arts, culture, education, nature, and history in one location. New 24/7 reception desk
opening soon and relocated in The Commons. 45% of PDA revenue currently comes
from partner sponsored events. $100,000 was recently invested into park-wide wifi.
Ms. Sandoval noted that council recently approved a letter supporting the
continuation of higher education in Building 202.
Transportation update: Ms. Pivarnik provided an update on her search for Recommended formation of
transportation options between downtown and Fort Worden for events like the Transportation sub-committee
Steampunk Festival. Private companies placed very high bids but there is potential
for Jefferson Transit to service their festival needs. LTAC may need to form a sub-
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Topic Motions/Recommendation/Action Follow up
committee to explore options further. Ms. Sandoval recommended that Main Street or
EDC Team Jefferson work to develop a local transportation business to provide
electric bike transportation around the city. Ms. Pivarnik advised that 10-passenger
vans were too small for moving groups of people for festivals and conferences. Mr.
Robison thought a transportation system could be a good investment for the PDA.
Go West Recap— Ms. Hanke was not present to update. Ms. Pivarnik noted that tour
operators find area challenging because only Fort Worden is able to block rooms for
guests. She noted another group of German tour operators is coming on Saturday.
Holiday Campaign — Ms. Sandoval recommended a brainstorm session or sub- Recommended formation of Holiday
committee for holiday season (mid-November through New Year's) planning for 2015. Season sub-committee
There would not likely be time to establish anything for 2014 holiday season.
Old Business — None
New Business — Roundtable Reports: Mr. Roney reported JeffCo TCC is receiving
good applicants to replace Kitti DeLong as Marketing Coordinator. Quilcene Museum
opens April 9th and Shrimpfest is in late April.
Ms. McIntire reported that the JeffCo Expo is coming at the end of April with 4x4
events, followed by a Hungarian archery event and demolition derby. Yard sale funds
paid for a new stove in their commercial kitchen. Campground restrooms have been
renovated.
Ms. Huffman updated committee on Steampunk plans to expand the festival to 3
days of vendors and a Saturday night event at Fort Worden. Tickets will be capped at
400-500 for the event.
Mr. Birman noted that Centrum has new short promotional videos. Tickets go on sale
May 1. Megan Claflin has joined Centrum.
Mr. Robison announced the grand reopening at Fort Worden for PT on May 31St with
family activities and a community dinner provided by Bon Appetit.
Mr. Timmons clarified that no permit was required for free speech activities as long as
signs remain within height and footprint restrictions.
Mr. O'Donnell reported that Farmer's Market Opening Day was a success. Plans for
Artisan Food Festival on Memorial Day weekend include regional advertising for
demonstrations, workshops, and tours of Jefferson County food sites.
Ms. Winter noted that the rebranding of Port Townsend Playfest led to triple sales in
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Topic Motions/Recommendation/Action Follow up
tickets. Two cruises from Port Ludlow to Port Townsend are planned around theater
events. Early ticket sales for summer season start May 1 st. New promo videos are
coming soon. The mortgage on the uptown location should be retired soon.
Ms. Verraes reported that the Chamber of Commerce is looking for a new Visitor's
Center location and a new home for Northwind. Blogger Luke Burbank has been
heavily promoting Port Townsend recently. Wave Broadband is likely donating $5,000
for the 4th of July celebration at Fort Worden. Tonight's Chamber Mixer is at Co Lab
tonight above the Silverwater Cafe.
Ms. Pivarnik noted that April 9th was the last day for early bird registration for the
Olympic Culinary Loop lunch meeting at Little Creek Casino.
Ms. Force reported on her attendance at the Ashland, Oregon film event.
Adjourn: The meeting was adjourned at 4:55 p.m.
LTAC Minutes Page 4 of 4 April 8, 2014