Академический Документы
Профессиональный Документы
Культура Документы
Marketing Plan
Vision
Seattle is a state of mind, a way of
living and a portal to the future. Our
rich history has shaped technology,
culture, taste and travel. Our guests
delight in our breathtaking beauty,
abundant recreation, thriving
metropolis and welcoming spirit.
Inspiration awaits.
Mission
Seattle’s Convention and Visitors
Bureau is a non-profit economic
development agency responsible
for competitively marketing the
Seattle area as a destination for
conventions, tour groups and indi-
vidual travelers. The goal of these
marketing efforts is to enhance the
employment opportunities and eco-
nomic prosperity of the region. Our
members benefit from the bureau’s
marketing programs and gain direct
access to the visitor market.
Dedication
We dedicate this publication in
loving memory of our friend and
colleague, Amy Wilkerson. Amy’s
guiding spirit is felt throughout
Seattle’s hospitality community
every day. We are affirmed by her
strength and inspired by her kind-
ness, wisdom and humor.
Cover by: Michael Craft for Seattle’s Convention and Visitors Bureau
table of contents
Produced by:
Seattle’s Convention and Visitors Bureau
1 Table of Contents
One Convention Place, 701 Pike Street, Suite 800
3 Letter from SCVB Chair and President Seattle, WA 98101
(206) 461-5800; fax (206) 461-5855
4 2006 Highlights
www.visitseattle.org
6 On the Horizon
Published by:
8 Facts, Figures and Data Tiger Oak Publishing
1505 Western Avenue, Ste. 500
12 Membership Opportunities
Seattle, WA 98101
14 Convention Sales and Services (206) 284-1750; fax (206) 284-2550
www.tigeroak.com
25 International Tourism
38 Marketing Services
Editors
40 Seattle Super Saver David Blandford
Heather Bryant
42 Seattle Sports Commission Matt Wakefield
Marketing Plan
[Photo opposite presidential letter – Metronatural ad, bleeds
into presidential letter ]
dear member,
Momentum is a word that often describes positive progress in regard to business, sports
and our personal lives. There is no doubt that 2006 was a year of great momentum for
Seattle and the region.
In 2006, Seattle and King County experienced a record 9.1 million overnight visitors
who generated more than $4.3 billion in revenues and we expect this positive trend to
continue through 2007.
Seattle’s hotel occupancy, rate and RevPAR growth performed in the upper five percent of
all major cities this past year. We welcomed the Hotel 1000 and the Pan Pacific Seattle to
our hospitality community and their levels of service, product and technological innova-
tion have been well-received by travelers from around the world.
The Washington State Convention & Trade Center hosted nearly 50 major conventions
which brought almost 150,000 delegates from around the world to our city and region.
These conventions alone accounted for nearly 330,000 room nights and an economic im-
pact of $252 million. In conjunction with hotel-booked meetings and a vibrant business
travel market, many restaurants and retailers realized the financial benefit that meetings
and conventions provide.
A record 200 sailings from Seattle to Alaska occurred this past year, delivering nearly
400,000 passengers to our city. Recent data projects that between 30 and 35 percent of
these Alaska-bound passengers also booked a Seattle area hotel stay prior to or after their
cruise. This positive trend will also carry into 2007 and beyond. Sincerely,
Air travel volume also added to the momentum. Seattle-Tacoma International Airport
experienced a record 30 million passengers. Airlines increased flights, including British
Airways, which added a second non-stop between London and Seattle in summer 2006 in
order to accommodate the growing demand from Europe.
To further support our growing tourism industry and more clearly communicate the Jeff Wright, Chair
uniqueness of our destination to meeting planners, tour operators and leisure travel
customers from around the world, we launched a new destination brand in October 2006.
Since its launch, metronatural has generated more than 170 million impressions and an
equivalent advertising value of more than $15 million.
In closing, we would like to take this opportunity to thank our more than 1,000 members
for their commitment in working together to welcome all of our guests in a courteous, Don Welsh, President & CEO
professional and gracious manner. These are the hallmarks of a great city and just a few of
the wonderful things guests can expect when visiting Seattle and the region.
“
media featured record summer tourism,
increased convention business and another Seattle’s new tourism
all-time-high cruise season. slogan is “welcome to
Metronatural Launch metronatural” which
October 20, 2006: Metronatural was unveiled to the world in high style. replaces their old slogan
The new Seattle destination brand debuted atop the Space Needle in 18- - “Drummer Wanted”
foot-tall letters. An unveiling ceremony and press conference was held on Saturday Night Live,
the Observation Deck with more than 200 members of Seattle’s tourism Oct. 28, 2006
industry, civic leaders, elected officials and news media in attendance. The
brand launch garnered worldwide publicity with a combined circulation of
more than 170 million and an equivalent advertising value of more than
$15 million, including coverage in USA Today, CNN, CBS News, The London Daily Mirror, MSNBC, Chicago
Tribune, Los Angeles Times and hundreds of other news media.
Photo by: Jim Felt
Metronatural was developed through a broad-based, grassroots process led by SCVB and creative partner EX-
CLAIM, working hand-in-hand with a steering committee comprising representatives from the City of Seattle,
Port of Seattle, local hotels, airlines, attractions, restaurants, the arts and many travel industry stakeholders.
Seattle Sets Record-High Seattle and Vancouver Work Locally to Promote Globally
Cruise Business in 2006 The boards of directors of Seattle’s Convention and Visitors Bureau and Tourism Vancouver
Last year, cruise business at the Seattle Homeport met in Vancouver in October 2006 to discuss ways of cooperatively promoting the two cities
doubled over the previous three years. The 2006 and the Cascadia region. The boards of each CVB voted unanimously to create a study group
cruise season achieved a record number of sail- to examine the viability of jointly bidding on major international sporting and cultural events,
ings and passenger volume, according to the Port including the 2018 World Cup of soccer, 2020 World’s Fair and 2028 Summer Olympics.
of Seattle. Nearly 400,000 passengers embarked Further discussions are scheduled in 2007.
on approximately 200 sailings offered by five
major cruise lines including Holland America
Sports and
Entertainment
“
Qwest Field fulfilled its promise as an
entertainment epicenter in 2006, hosting In 1907, Seattle doubled in size and
mega concerts by the Rolling Stones and
gave birth to the Pike Place Market,
Kenny Chesney and drawing fans from
throughout the Pacific Northwest and the Moore Theatre, Children’s Hospital
Western Canada. The debut of WaMu and United Parcel Service—ushering in
Theatre at Quest Field Events Center the age of innovation and creativity for
offered a more intimate, state-of-the-art
which we are known worldwide today.
music and live entertainment venue with
seating capacity between 3,300 and 7,000. In 2007, Seattle is America’s most liter-
The new theater, a partnership between ate and educated city, with the highest
Seattle-based First & Goal and AEG Live, number of arts and arts-related busi-
showcases state-of-the-art sound, lighting nesses per capita. No wonder visitors
and technological features.
Greg Nickels choose Seattle: it is truly civilization as
Mayor of Seattle nature intended.”
on the horizon Marketing Plan
facts, figures and data
National Outlook
facts, figures and data
Projected total travel expenditures in 2006 were up 7.5 percent to $702.5 billion
with a forecasted increase of another 5.3 percent to $739.6 billion in 2007.
International travel to the U.S. experienced record volume of 51.4 million (up 4 per-
cent) and record receipts of $113 billion with further growth forecast for 2007 and beyond.
“
Domestic business travel volume was flat in 2006 but is expected to increase 1-2
percent in 2007. Washington has breathtak-
Source: The Travel Industry Association of America (TIA), U.S. Department of Commerce, ITA, Office of Travel & Tourism ing natural scenery and an
astonishing array of oppor-
Chris Gregoire
8,000,000 Governor of Washington
2000 2001 2002 2003 2004 2005
2005 King County Estimated Visitor Expenditures ($4.32 billion)
Source: CIC Research Inc.
“
2005 King County Visitor Generated Tax Revenues ($376 million)
Source: CIC Research Inc.
Seattle and King County
attracted record numbers
Convention Tax
of visitors last year. They $36m / 10%
Sales Tax
came for our rich culture $316m / 84%
Rental Car Tax
and heritage, wealth of $24m / 6%
outdoor recreation and
sporting events, restau-
rants, wineries, shopping
and to attend meetings
at conference centers
and hotels throughout
the county. Thanks in
part to the ongoing mar- Seattle Visitor Profile
Source: CIC Research Inc.
keting efforts of Seattle’s
Convention and Visitors Age: 40 years old
Bureau, the region can Median household income: $62,600
expect continued tourism
Average group size: 2.3 people
growth in the future.”
Average length of stay: 7.4 nights
facts, figures and data Marketing Plan
2005 Primary Purpose of Trip/ Hotel/Motel
Overnight Visitors to King County
Source: CIC Research Inc.
Hotel Revenue Per Available Room (RevPAR)
Source: Smith Travel Research
facts, figures and data
Pleasure/Vacation 41%
$130
Visiting Friends/ $117
Relatives 40%
80 76.3
$63 65.2
$99
Other
0 9%
RevPAR ADR Occupancy Percentage
350,000 passengers
27,036,073 26,799,913
26,738,558
Sea-Tac International Airport surpassed 30 million pas-
sengers for the first time in 2006, making it the 17th busiest 26,000,000
commercial service airport in the United States.
(Source: Port of Seattle)
24,000,000
Rail Travel 2001 2002 2003 2004 2005 2006(f)
Amtrak trains carried 24.3 million passengers in fiscal year
2006, marking the fourth consecutive year of record ridership.
(Source: Amtrak)
Port of Seattle Cruise Ship Sailings
In 2006, Amtrak trains carried 583,766 passengers to and Source: Port of Seattle
from Seattle.
(Source: Amtrak)
200 196
190
Cruise Industry 170
150 148
Cruise ships hosted 11.7 million passengers around the
396,000 passengers
world in 2006, with 31 million Americans declaring a strong
350,000 passengers
412,000 passengers
99
intent to cruise within the next three years. 100
75
(Source: Cruise Lines International Association) 59
50
36
2006 was the eighth consecutive year of growth for Port of
6
Seattle cruise sailings and passenger volumes. 0
1999 2000 2001 2002 2003 2004 2005 2006 2007(e)
(Source: Port of Seattle)
11
11
facts, figures and data Marketing
Marketing Plan
Plan
membership
opportunities
Membership opportunities
12
Calendar of Member Events and Promotional Opportunities
(Subject to change; updates available to members via SCVB web site)
13
membership opportunities Marketing Plan
Photo by: James T. Housel
convention sales
convention sales and Services
Alison
LaFollette
Photo by: Nick Gunderson
Front row, left to right: Joan Cahill, Season Hansen, Julia Smith
Second row, left to right: Janet Hunter, Joan Magnano-Damm,
Julianne Gaffield, Cynthia Lydum
Stephanie
Third row, left to right: Tasha Sawabini, Lauren Curtin, Tim Quigley, Trout
Audrey Fan Washington D.C. Office
Back row, left to right: Tom Norwalk, Chris Garratt, Michael McQuade
The SCVB sales team works cohesively with Seattle’s destination sales and marketing
team, composed of hotels, the WSCTC and SCVB member businesses, to forge a com-
petitive advantage and offer consistent, unified professionalism to its customers.
SCVB Headquarters
Eight convention sales managers are based in the Seattle headquarters office. The office
generates leads from all market segments throughout the U.S.
Photo by: Ben Van Houten
Midwest Office
One sales team member is located in the SCVB Midwest office. Chicago and the sur-
rounding area ranks second in the U.S. in number of association headquarters with ap-
proximately 2,000 organizations. The Midwest Office generates leads from all market seg-
ments in Illinois, Indiana, Iowa, Michigan, Minnesota, Missouri, Ohio and Wisconsin.
15
convention sales and services Marketing Plan
Market Segments Seattle Market Update
convention sales and Services
Other Other
21% DC/MD/VA 22%
DC/MD/VA 29%
31%
16
WaMu Theater at Qwest Field Events Center opened in late 2006. This
multi-purpose music and live entertainment venue is ideal for corporate
events, seminars and special events with flexible seating capacity between
The current state of the economy and corporate market is healthy, which can create logistical challenges for the SCVB sales team. However, these
has resulted in increased individual business travel as well as corporate same changes allow SCVB to showcase one of its biggest selling features:
meetings. This trend is projected to continue through 2007. With many of a sales team made up of professionals who understand the complexity and
the major Fortune 500 corporations headquartered in the greater Seattle intensity of planning corporate meetings.
area (Microsoft, Starbucks, Washington Mutual), the region’s hospitality
community has greatly benefited from increased meetings-related produc- Corporate groups typically have two to three off-site receptions for attend-
tivity of these companies. ees during their meetings. Fortunately, Seattle has many unique venues,
such as Experience Music Project and the Museum of Flight, to accom-
Fueled by Boeing’s recent success, regional industry such as biotech and modate groups sized between 1,500 and 2,000. The new 5,300-seat WaMu
technology are expected to continue to thrive, which in turn will spur further Theater at Qwest Field & Events Center compliments this inventory of
growth in hospitality business. The growth of regional cruise ship sailings will venues and will help entice larger groups.
also stimulate revenues for the incentive market with specific emphasis in the
insurance and financial industries. Education Associations
Education association meeting planners continue to report record at-
To capitalize on such regional growth, SCVB has re-deployed its sales force to tendance when gathering in Seattle. Many factors unique to Seattle con-
allow two managers to prospect and capture more short-term meeting opportu- tribute to this phenomenon, including a strong academic community,
nities for bureau members.
the compact meetings package of downtown Seattle and having twice
been named “America’s Most Educated City.” Some recent groups have
Despite the strong regional economy and increased national meeting
demand, Seattle continues to face some challenges in the corporate meet- included the American Association of Medical Colleges (4,000 attend-
ees) and the National Association of Student Financial Aid Administra-
Competitive Landscape
San Francisco Moscone Center (North, South & West) 638,376 359,000 6,000 15 $14,000,000
San Diego San Diego Convention Center 525,701 204,114 6,775 28 $12,323,734
Los Angeles Los Angeles Convention Center 720,000 150,000 not supplied 22 $18,000,000
18
tors (2,500). Seattle’s strong recent hotel performance has increased downtown
GETTING READY
room rates, causing some rated education associations to look to other, more
economical cities. FOR PCMA IN 2008
Trade/Business/Commercial Associations
Although slow to emerge from the poor economy, this segment tends to book short-
Seattle will host the Professional Conven-
term and is cautious and conservative in projecting room blocks. This segment offers tion Management Association (PCMA) An-
an excellent potential to host large groups. Recent groups have included the Project nual Meeting January 13-17, 2008. This is the
Management Institute (4,000 attendees), Professional Association for SQL Server first meeting in the Pacific Northwest for this
(1,600) and International Association of Culinary Professionals (1,500). international association of meetings indus-
try professionals dedicated to educating and
Government Meetings
Success in the government market segment is largely based on supply and demand.
promoting the value of professional convention
This is true throughout Seattle’s competitive set and around the country. Recent management. Seattle is poised to take advan-
increases in the government per diem for King and Pierce Counties have helped some tage of the exposure and maximize the poten-
hotels to continue to book this business. Since this market segment is still desirable by tial for future meeting business.
many member hotels, SCVB will continue to actively sell and compete in this segment.
Recent groups have included the National Recreation & Park Association (8,000 The convention will showcase Seattle and
attendees) and United States Department of Energy (2,000). the surrounding area to 2,500-3,200 meeting
professionals, CEOs and meetings and con-
vention industry suppliers, many of whom are
“
decision-makers of future business.
We are extremly pleased
to bring the PCMA Annual The economic impact for the immediate
Meeting to Seattle for the meeting in January 2008 is $4.5 million, though
first time in 2008. As the
the potential economic impact from future
meeting industry’s premier
business stimulated by the meeting is several
event, the PCMA Annual
times greater.
Meeting has historically
Photo by: PCMA
19
convention sales and services Marketing Plan
Multi-Cultural Associations and Groups Total Convention Center Space (National)
convention sales and Services
SCVB has a long-term commitment to this market segment, identifying (in millions of square feet)
Source: Tradeshow Week
and targeting organizations with the potential to meet in Seattle and,
when possible, joining or otherwise engaging key associations within
the segment. SCVB’s role with the National Coalition of Black Meeting 92.7
Planners (NCBMP) has broadened to include a mentoring role involv- 90.0
ing new NCBMP members attending their conference. Recent groups 85.1
have included the National Association of Independent Schools People 82.3
80.5
of Color Conference (2,600 attendees), Asian Northwest Cultural Edu- 80.0 77.2
cation Association (5,000) and The Links Incorporated (3,500).
72.4
Sports 70.0 67.6
SCVB works in conjunction with the Seattle Sports Commission to
create greater awareness of the destination’s strength as a sports event
and related meeting site. As the Seattle Sports Commission gains
60.0
momentum, there are more opportunities to book such business. 2001 2002 2003 2004 2005 2006 2010+
In 2006, SCVB has generated close to 10,000 room nights in the
sports market with another 8,100 tentative room nights. SCVB and
Seattle Sports Commission staff will attend the National Association Lost Business Analysis—% of Top Cities
of Sports Commissions and participate in several other bid presenta- Room Nights Lost 2001-10/31/2006
tions throughout the year. Recent groups have included the Amateur
Softball Association of America’s Girls A Level National Fast Pitch 2% 4% 6% 8% 10% 12%
Championships, the Senior Softball Association’s Senior Softball
San Francisco 10.7
World Championship and the Eritrean Sports Federation in North
San Diego 9.8
America’s Annual Sports Festival.
Denver 6.9
Las Vegas 6.2
Competition and Lost Business Portland 5.8
Vancouver 3.6
Seattle’s number one overriding selling feature is a small to mid-sized Anaheim 3.5
convention center offering a high-quality meeting experience in the Salt Lake City 2.9
heart of a vibrant and walkable downtown. The WSCTC size and Orlando 2.9
very limited or non-existent expansion opportunities currently make New Orleans 2.8
it the smallest convention center among Seattle’s competitive set. Re-
cently completed or ongoing expansion projects in Vancouver, Denver
and Phoenix further eclipse Seattle’s convention center capabilities
and position in the west. In fact, new TAP (Trends Analysis Projec- Lost Convention Room Nights
tions) data, based on a broader competitive set of 17 cities, ranks 2004-10/31/2006
Seattle last in size of convention center meeting and exhibition space.
200,000 184
172
This new reality makes Seattle’s strategy of protecting and defend- 159
ing market share of high-end segment associations more critical 133142 131 127
now than ever before. Finding new and emerging groups that could 106 107109
100,000 78
utilize a convention center is also key. Central to both strategies is
60
how Seattle and the WSCTC are differentiated in a very competitive
and overbuilt convention facility market.
0
Seattle’s excellent product and strong partnership sales efforts have Date Hotel WSCTC HQ Hotel
Availability Rates Size Size
afforded a very high conversion (closing) percentage of tentative
business, running more than 30 percent. However, current trends 2004 Year-End 2005 Year-End 2006 YTD
20 (October)
indicate that Seattle is increasingly loosing future business due WSCTC Room Night Comparison
to high hotel rates and losing meeting space. These two trends Total Room Nights Booked by Quarter (through 12/1/06)
are not expected to change in 2007. There will be more pressure
on SCVB to convert future business (that fits for the city) in a 2005 2006 2007 2008 2009
high-demand, high RevPAR environment. The strong Seattle sales
partnership and new, highly-visible destination brand will help. 1st Qtr 48,204 56,458 126,933 33,515 49,526
Simply put, 2007 has the potential to be the best meeting and 3rd Qtr 91,974 110,489 81,370 73,612 35,337
convention year in recent Seattle history.
4th Qtr 79,307 49,657 61,002 53,466 19,475
Not only is the total room night pace up by more than 8
percent (during same period for 2006), but the placement of
the 2007 business is extraordinarily good for Seattle’s hospi- TOTAL 325,643 329,669 363,119 233,029 235,188
tality partners. Currently, business on the books for the first
quarter of 2007 is 120 percent ahead of 2006. This translates
to 137,000 room nights compared with 57,000 room nights
in 2006. Conversely, group business on the books for the high Consumed/Booked Group Room
transient demand third quarter of 2007 is down 25 percent, Nights - History/Forecast
allowing hotels to manage yield and sell more transient business
in the prime summer months.
600,000
As identified previously, 2008 does continue to provide some 555,000
short-term booking opportunities but SCVB is working diligent- 542,000
535,194
ly with its hotel and convention center partners to fill the space.
Currently, the pace of group business on the books is behind by 500,000 488,438 484,193 485,463
19 percent. However, an aggressive need period action plan has
been in place for months and, encouragingly, the tentative pipe- 439,258
line for 2008 business is growing. The most critical action step
400,000
is the conversion of the current tentative backlog. It is expected
300,000
2001 2002 2003 2004 2005 2006(f ) 2007(f )
2002 Actual 2003 Actual 2004 Actual 2005 Actual 2006 ACTUAL (f) 2007 Goals
53 57 45 53 42 48
WSCTC*
331,833 333,609 343,461 345,779 362,280 365,000
21
convention sales and services Marketing Plan
that by early 2007 the large pace differential for 2008 will be down to 5 Create New Selling Opportunities and Markets for the
convention sales and Services
percent below the prior year. In comparison with 2007—a record year Seattle Partnership: Focusing on secondary markets, identify and
that will be a hard act to follow—this is relatively good news. develop new or emerging groups within this industry that may consider
Seattle. Additional sales efforts will encourage appropriately-sized groups
The only other major concern for the future (besides traditional need to meet at WSCTC; targets will be growing groups that have not previ-
periods and potential waterfront tunnel/viaduct impacts) is converting ously considered meeting at a convention center.
2012 tentatives. At this time, the conversion rate for 2012 is at 17 percent
(compared to the average of 30 percent). The good news is that there is a Continue to Advocate Building Seattle’s Group Base During
strong tentative pipeline at this point for 2012. Future High Occupancy, High Rate and RevPAR Periods:
Establish quarterly strategy meetings with TAP Task Force, reestablish
Strategies and Tactics bimonthly WSCTC/SCVB booking calendar reviews, distribute regular
Convention Alerts to a broader audience and increase awareness of the
Leverage and Communicate Seattle and the New Seattle importance of the convention industry in Seattle.
Destination Brand: Strategically place advertising and editorial mes-
sages in key convention trade media throughout 2007. Create One-Of-A-Kind Customer Advisory Board: Work in
conjunction with the Washington State Convention & Trade Center to
Execute Strategic Need Periods Action Plan: Working with the provide industry feedback, competitive marketing data and other informa-
WSCTC and Seattle hotel partners, address need periods by market seg- tion that is crucial to crafting a competitive advantage in the meetings
ment for 2008 and further years; promote a future booking calendar that and conventions market.
encourages Seattle hot dates, utilizing ConventionPlanit, Hot Rates and
SCVB’s PCMA database agreement; communicate need periods to third- Partner with the Sheraton Seattle and Capitalize on its Sec-
party organizations and GSOs; and promote key connections with third ond Tower Opening in 2007: Target new groups through sales and
parties, ConferenceDirect, HelmsBriscoe and Expedient. public relations activities, coordinating quarterly strategy meetings with
senior Sheraton management, WSCTC and SCVB and other partners,
Build Tentative Backlog to 1.2 Million Room Nights for All and aggressively publicize Seattle’s new 1,000-room convention hotel to
Future Years: Increase the current backlog by 15 percent over 2006 convention trade media.
by creating new selling opportunities and markets (including secondary
markets such as Denver, Minneapolis, New York and California) and Enhance Marketing Technology: Develop Informz marketing
modifying the sales incentive plan for both the regional sales office and technology to communicate with meeting planners in a more personal and
Seattle team to focus on tentative production. cost-effective way; expand the meeting planners portion of the SCVB web
site with client tools, new content and an electronic, downloadable version
Re-deploy SCVB Sales Team to Focus on Short-Term Busi- of the Seattle Event Planning Kit.
ness Opportunities and Need Periods: Dedicate more attention
to top-producing and high-potential market segments, leverage short-term Maintain Minority Outreach Sales Efforts: Continue strong
opportunities with Hot Rates, ConventionPlanit and similar conven- visibility and sales activity in the National Coalition of Black Meeting
tion industry web sites, increase the number of sales trips to key markets Planners organization and assess involvement with the Hispanic Meeting
and create a second sales position dedicated to top regional and national Planners organization.
Fortune 500 opportunities.
Leverage Local Connections: Protect and defend Seattle’s market
Leverage PCMA Investment to Maximize Potential 2008 on share with Microsoft, Starbucks, Washington Mutual and other key local
ROI: Deploy a Special Projects Director to manage all aspects of PCMA accounts with assistance from the SCVB board of directors; and continue
planning and coordinate direct sales and promotional opportunities to to solicit SCVB and WSCTC boards to help identify new prospects for
all PCMA members throughout 2007, including promotion at the 2007 meetings and conventions.
PCMA conference in Toronto.
22
Travel, Promotion and Trade Shows - January - December, 2007
July 17-20 Council of Engineering & Scientific Society Executives (CESSE) Halifax, Nova Scotia
23
convention sales and services Marketing Plan
convention and visitor services
convention sales and Services
24
international tourism development
Jan. 22-23 NAJ Tour Operator Summit & Marketplace Los Angeles
CALENDAR
27
international tourism development Marketing Plan
Lesbian, Gay,
Bisexual and Transgender
Travel Marketing
The Lesbian, Gay, Bisexual and Transgender (LGBT) travel market
represents $65 billion in the U.S., according to Community Marketing
Inc.’s Gay Market Research and Development Lab. A 2005 survey of
this demographic group indicated:
Create a Seattle LGBT Travel Brochure: For use in collateral, SCVB Maintain Active Membership in the International Gay & Les-
web site and cooperative advertising. bian Travel Association.
north american tourism development
29
north american tourism development Marketing Plan
Cruise Marketing
north american Tourism development
The 2007 cruise season in Seattle will see continued Approximately 10 three- and four-day cruises are sched-
growth. There will be increased ship departures and approxi- uled for the shoulder season of September 21 to October 29,
mately 18 percent more passengers than 2006. The Port of with the last ship returning on November 2.
Seattle is estimating 210 premium ship vessel movements
and 412,000 passengers (one-way count). Repositioning cruises at the beginning and end of the cruise
season offer an added bonus and enticement for travelers.
On average, professional travel planners are responsible
for booking 85–90 percent of cruises departing from Seattle. The niche cruise market is also important to Seattle, both
early and late in the season when the small ships are reposi-
During cruise season, two ships will be departing tioned to and from their seasonal bases in Alaska.
Seattle every Friday, Saturday and Sunday on seven-day
round-trips to Alaska. Cruise West will offer its eight-day “Pacific Northwest
Coastal Escape” in April and September.
February 26-March 2 Two Nation Vacation Travel Shows Arizona & California
Situation Analysis
In 2006, Seattle enjoyed a type of recognition in the media it hadn’t
seen for the better part of a decade. For the first time since 2000, the
city was ranked among the top ten destinations in two of the most
prestigious leisure travel publications in the nation.
The public relations team will use the momentum generated by these
and other accolades to continue and expand upon current efforts to
promote the city as a leisure, business and convention destination.
32
Conduct Media Calls: Call on the most influential con-
sumer, convention and travel trade media in key markets such
as New York, San Francisco and Southern California.
20
510
$17.3
500 490
$16.8
460 $16.5
$15 $15.5
425 $14.5
403 15
400 387
$12
332
300 10
2000 2001 2002 2003 2004 2005 2006(f) 2000 2001 2002 2003 2004 2005 2006(f)
May
Southern California Media Blitz Los Angeles/
San Diego
“No matter how many times I fly into Seattle from the east, the view from the left side of the plane on a
clear day never ceases to take my breath away, the majestic, snow-capped peak of Mt. Rainier jutting out of
the landscape like a welcoming beacon.
Seattle is small and manageable with dramatic architecture…surrounded on all sides by mountains and
water, and dazzling natural beauty.
As this paper’s Finicky Traveler columnist, I’m known as a tough critic of places that don’t live up to the
hype, but Seattle is one destination that I’ve had few quibbles with since I first visited 15 years ago.”
Laura Landro
Travel Columnist, Wall Street Journal
August 19, 2006
34
citywide concierge
In 2006, the CVC expanded services for its customers and generated more visits and re-
cord-high revenue via more restaurant reservations, tickets for tours, theater and events,
as well as increased sales of Seattle CityPasses and Metro bus passes.
Visitor Information
The center offers an extensive, on-site library of brochures, guides, maps and other useful
visitor information free of charge, allowing SCVB members exposure to thousands of lei-
sure and business travelers, convention attendees and local consumers who pass through
the concierge center each year.
Photo by: Nick Gunderson
Multilingual Services
To accommodate increasing numbers of international visitors in Seattle, the center
back row, left to right:
strengthened its seasonal multilingual services in 2006 with additional team members
Mayumi Nishikawa, Ann Peavey,
Elina Awaya conversant in Japanese, Spanish and other languages.
Front, left to right: Remote Convention Services
Janet Olin, Lu Gardiner The center’s remote desk continued to meet the needs of meeting and convention
delegates at the Washington State Convention & Trade Center, serving more than 20
groups throughout 2006. Operating as a streamlined version of the permanent con-
Visitor Counts Aug.-Nov. cierge center, the remote concierge desk brought a high level of service to the exhibit
*Began acquiring data 8/05 floor of the convention center.
share the sky with jet planes. It’s where vibrant city and the
before stays with you. That’s because once you visit a place
like Seattle, it never truly leaves you.
before stays with you. That’s because once you visit a place
like Seattle, it never truly leaves you.
40
Multilingual Support: Introduce microsites in
foreign languages geared toward overseas and domes-
tic travelers whose preferred language is other than
English in order to build confidence in Seattle Super
Saver brand, product and services.
$9,343,557 80,420
$9,500,000 85,000
$7,600,000 68,000
$3,199,124 26,449
$5,700,000 51,000
$3,800,000 34,000
$6,144,433 53,971
$1,900,000 17,000
$0 0
41
Seattle super saver Marketing Plan
seattle sports commission
Commission
analysis
backdrop of Mother Nature’s finest offerings, the city has achieved more
in its short history than most could hope to accomplish.
Now is the time to embrace the next big ideas and take the actions that Left to Right: Kati Wescott, Ralph Morton,
shape the next century of this region and the world. Seattle has the Tasha Sawabini, Kara Mulfur
potential to be mentioned among the world’s elite cities, so be bold,
confident and set ambitious goals that make this a reality. Dream of the
impossible and make it possible.
To reach its potential, Seattle needs to think big and take bigger actions. The power of sports was clearly on display during the
Please consider investing in the Seattle Sports Commission and the Seahawks recent run to the Super Bowl in Detroit. The
future of this region. City of Seattle received a staggering supply of promotion
through national and international media, which is ex-
42
tremely valuable in a state with a limited marketing budget. Whether Seattleites were watch-
ing the games on television, attending them at Qwest Field or proudly sporting team colors, a
sense of pride and identity rallied the community behind a common cause.
Seattle Classic
ties on the mountains and waterways surrounding the city. They are a part of what makes
this a great place to live and one of the premier international destinations. The SSC works
proactively to maintain Seattle’s reputation as a “major league” city.
will go directly toward creating or attracting amateur sporting events that bring economic
development to the region and promote a healthy lifestyle for Washington residents.
43
seattle sports commission Marketing Plan
TARGETED EVENTS TO ATTRACT TARGETED EVENTS TO CREATE
WIAA High School Championships Northwest Bowl (Qwest Field, Benefiting Children’s Hospital)
Commission
analysis
NCAA Baseball Regional / Super Regional AVP Pro Beach Volleyball (Marymoor Park)
PAC-10 Basketball Tournament (KeyArena) Great Northwest Games (Powered by You)
World Cyber Games (Qwest or KeyArena) Grand Sumo (Business & Cultural Exchange)
Industry
NCAA Women’s Volleyball Final Four (KeyArena) T-Mobile Links (SSC Golf Outing)
TourismSports
NCAA Swimming Championship (Aquatic Center) T-Mobile Basketball (High School Pre-Season Tournament)
NCAA Basketball – 1st & 2nd Round, Regionals (KeyArena) Emerald City Roast (Sports Celebrity Roast)
Western States Police and Fire Games Boeing Greater Seattle Classic (Supporting Role)
Seattle
Motor Sports Facility (Multiple Annual Event – Kitsap) Major Winter Sports Event
NCAA Division 1 Men’s and Women’s Golf Championship NCAA Baseball (Safeco)
NCAA Women’s Basketball Final Four (KeyArena) 3 on 3 Basketball / Flag Football Tournaments (Marymoor)
Super Bowl (Qwest Field) High Profile Road Race (Seattle Stampede)
Adventure Race / Eco-Tourism
KeyArena,
Feb 28 – Mar 3, 2007
CALENDAR
Aug 20-26, 2007 Boeing Greater Seattle Classic (BGSC) TPC Snoqualmie Ridge
44
SEATTLE SPORTS COMMISSION BOARD OF DIRECTORS
The SSC deeply values the relationships it has formed with its current
partners and is constantly looking to expand the network of individu-
Become a Champion
als and organizations dedicated to stimulating economic development If you or your company would like to support the SSC and get involved in
generating sports business for the region, become a Champion. Contribution
through sport. The following are the investment levels for partners:
levels are $1,000 or $500. Each includes networking opportunities through-
out the year. You will have the option of contributing directly to the SSC or
to the Seattle Sports and Event Fund (501 (c) 3), which is tax-deductible.
45
seattle sports commission Marketing Plan
SCVB Staff list
Executive/ Wendy Petersen
Administration Director, Midwest Office
(219) 227-6373
Don Welsh wpetersen@visitseattle.org
President and CEO
(206) 461-5800 Audrey R. Fan
dwelsh@visitseattle.org Convention Sales Manager
(206) 461-5832
Tom Norwalk afan@visitseattle.org
Senior VP Sales and Marketing
(206) 461-5833 Christopher M. Garratt
tnorwalk@visitseattle.org Convention Sales Manager
(206) 461-5842
Kathleen Shepard cgarratt@visitseattle.org
Executive Assistant
(206) 461-5837 Cynthia Lydum
kshepard@visitseattle.org Convention Sales Manager
(206) 461-5818
Accounting clydum@visitseattle.org
Photo by: Nick Gunderson
Directors
Carla Murray, Jeffrey Wright.
Not pictured: Frank Finneran, Irv Sandman
Toshi Moriguchi
Managing Director-Treasurer
Uwajimaya
PO Box 3642
Seattle, WA 98124
John Okamoto
Chief Administrative Officer
Pier 69 Corporation
PO Box 1209
Seattle, WA 98111
Keri Robinson
General Manager
Sheraton Seattle Hotel & Towers
1400 Sixth Ave.
Seattle, WA 98101
Jeff Singsaas
General Manager
Microsoft Events & Studios
One Microsoft Way
Redmond, WA 98052-6399
A. Carl Smith
President
ACS & Associates
PO Box 78157
Seattle, WA 98178-8580
Gregory B. Smith
Principle
Urban Visions
900 4th Ave. Suite 2925
Seattle, WA 98164
Mark Stiebeling
General Manager
Grand Hyatt Seattle & Hyatt @ Olive 8
721 Pine St.
Seattle, WA 98101
Brad Walker
Director, Leisure Marketing
Alaska Airlines
P.O. Box 68900
Seattle, WA 98168
49
Marketing Plan