Photo: Nick Hall

STIA Annual Ratepayer Board

Meeting October 30, 2014

Photo: Nick Hall

Welcome, Introductions & Updates

Tom Norwalk | Visit Seattle President & CEO

visitseattle.org

Hot Topics

Hotel Information Questionnaire

FAQs Addendum

Agency Update

Photo: Nick Hall

Ratepayers Annual Meeting Minutes Approval Steve Vissotzky | Grand Hyatt Seattle & Hyatt at Olive 8

Managing Director

Photo: Nick Hall

Introduce 2014 Advisory Board

Steve Vissotzky

visitseattle.org

2014 Advisory Board

Steve Vissotzky

Grand Hyatt Seattle

Chair

Jenne Neptune

Alexis Hotel

Lars Pederson

Hotel Andra

Shannon Sheron

Motif Seattle

Vice Chair

Scott Snofsky

Homewood Suites

Seattle Convention Center

Rene Neidhart

Renaissance Seatte

Member-At-Large

visitseattle.org

Diane Holliday Germain

The Westin Seattle

Ilse Harley

Four Season Seattle

Chauncey DeVitis

Silver Cloud - Broadway

Howard Cohen

Clise Properties

Kyle Asher

Paramount Hotel Seattle

2014 Advisory Board

Photo: Nick Hall

2014 STIA Review

Photo: Nick Hall

2 Days In Seattle

Ali Daniels | Visit Seattle VP, Marketing

visitseattle.org

2 Days in Seattle - Award

visitseattle.org

2 Days in Seattle

visitseattle.org

2 Days in Seattle

visitseattle.org

2014 Advertising Review

Target specific audiences for efficiency and effectiveness

Creative that drives action from plan to purchase to visit

Geo-target in key markets with high impact media

Maintain a consistent presence

Surprise and delight

visitseattle.org

2014 Advertising Review

visitseattle.org

2014 Advertising Review

visitseattle.org

2014 Advertising Review

Vancouver

Victoria

Denver Salt Lake City Los Angeles

Portland Vancouver

visitseattle.org

visitseattle.org

2 Days in Seattle – Denver

visitseattle.org

2 Days in Seattle – Denver

visitseattle.org

2 Days in Seattle – Victoria

visitseattle.org

2 Days in Seattle – Vancouver

visitseattle.org

2 Days in Seattle – Los Angeles

visitseattle.org

2 Days in Seattle – Mobile

visitseattle.org

2 Days in Seattle – Print

visitseattle.org 25

Non Traditional – Super Bowl

visitseattle.org

Non-Traditional - AFAR

visitseattle.org

Non-Traditional – Coffee

Giveaways

visitseattle.org

Non-Traditional - Pandora

visitseattle.org

Non-Traditional – Marry Me

visitseattle.org

Non-Traditional – Marry Me

Photo: Nick Hall

International Overview

Tom Norwalk

visitseattle.org

International/Overseas Service

visitseattle.org

International Arrivals

China

53,925 (+42% YOY)

Japan

32,255 (-24% YOY)

United Kingdom

25,883 (+31% YOY)

Korea

20,974 (+9% YOY)

India

17,508 (+24% YOY)

Arrivals with Port of Entry: Seattle July 2014 YTD

Germany

15,916 (-4% YOY)

France

9,486 (+9% YOY)

Australia

2,930 (-21% YOY)

Mexico*

782 (55% YOY)

Hong Kong

2,272 (+33% YOY)

*Excludes entry by land

visitseattle.org

Inbound Activity

34

JATA Board of

Directors- Japan JATA BOARD OF DIRECTORS - JAPAN

BRAND USA-GERMANY

MEDIA FAM - JAPAN

MEDIA FAM - FRANCE MEDIA FAM -CHINA

NFL CHINA

visitseattle.org

Outbound Activity

JATA TOURISM EXPO, JAPAN ITB, BERLIN

KOREA SALES TRIP

visitseattle.org

Country of Origin Total Expenditures / Spend

China +45%

Germany +12%

United Kingdom +7%

Korea +4%

2013 vs. 2012

Source: VisaVue

visitseattle.org

Media Value Report 2014 International Advertising Equivalency

Other Countries $468,239

Korea $624,505

Japan $4,898,619

France $3,175,037

Germany $2,912,020

United Kingdom $3,053,736

China $6,074,251

$21,206,407

$0

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$25,000,000

Total By Country

Media

Valu

es (

US

D)

September 2014 YTD

Photo: Nick Hall

2015 Workplan & Budget

Tom Norwalk & Ali Daniels

visitseattle.org

2015 STIA Proposed Budget

39

Estimated $472,079

Estimated

$5,365,797

Total Expenses $5,837,876

Revenue $6,912,823

Estimated $502,882

Estimated

$6,537,400

Total Expenses $7,113,164

Revenue $6,849,600

visitseattle.org

Advertising $5,200,000

Int'l Fams, Site Inspections, Press Trips,Marketing Partnerships, Client Events &Missions $717,900

Special Events $420,000

Photography $60,000

Public Relations $48,000

Research $91,500

Operating Expenses $575,564

Revenue $6,849,600

2015 Proposed Budget

visitseattle.org

2014 Forecast $3,771,128

2015 Budget $3,522,564

Marketing Opportunity Fund Balance

visitseattle.org

Advertising: $5,200,000

Overall Messaging Focus:

Drive overnight stays in Downtown

Seattle

Brand Awareness:

Arts & Cultural Activities

Food & Wine

Music

New Traditions

$851,370

visitseattle.org

Taste Washington

NCAA Men’s Basketball

US Open Championship

Rock ‘n’ Roll Marathon

Bumbershoot

$211,962 Special Events: $420,000

visitseattle.org

Sales Missions, Client Events, FAMs, Marketing Partnerships

$143,782 International: $717,900

visitseattle.org

VP Marketing 50%

VP Tourism 50%

Staff Accountant 50%

PR Director 50%

Marketing Manager 100%

Graphic Designer 100%

Tourism Manager 100%

$103,685 Operating Expenses: $575,764

visitseattle.org

Photography: $60,000

Market Research: $91,500

Public Relations: $48,000

($36,091)

($17,420)

$18,000

Photo: Nick Hall

Discussion & Vote

Steve Vissotzky & Shannon Sheron

Photo: Nick Hall

2015 New Advisory Board Member Introduction

Steve Vissotzky

visitseattle.org

David Dolquist

Seattle Marriott

Waterfront

Amanda Parsons

Hotel Vintage –

A Kimpton Hotel

Sam Johnson

Pan Pacific Hotel

Seattle

David Watkins

Inn at the Market

2015 Incoming Board Members

Photo: Nick Hall

2014 Outgoing Advisory Board Members

Tom Norwalk & Ali Daniels

visitseattle.org

Howard Cohen

Clise Properties

Jenne Neptune

Alexis Hotel –

A Kimpton Hotel

Rene Neidhart

Renaissance Seattle

Hotel

Steve Vissotzky

Grand Hyatt Seattle

Outgoing Board Members

Photo: Nick Hall

Introduce 2015 Officers

Steve Vissotzky

visitseattle.org

Shannon Sheron

Motif Seattle

Chair

Ilse Harley

Four Season Seattle

Member-At-Large

Diane Holliday

Germain

The Westin Seattle

Vice Chair

2015 Officers

Photo: Nick Hall

Passing of Gavel

Steve Vissotzky & Shannon Sheron

Photo: Nick Hall

Reception