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Seattle’s Convention

and Visitors Bureau

one convention place,


701 pike street, suite 800,
seattle,washington 98101
t (206) 461-5800; f (206) 461-5855;
visitseattle.org
2007 D E S TINATI O N
MARKETING PLAN
Seattle’s Convention and Visitors Bureau


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

29 North American Tourism Development President & CEO


Don Welsh
32 Public Relations
Senior Vice President,
35 Citywide Concierge and Visitor Center
Sales & Marketing
36 Cultural Tourism Tom Norwalk

38 Marketing Services
Editors
40 Seattle Super Saver David Blandford
Heather Bryant
42 Seattle Sports Commission Matt Wakefield

46 SCVB Staff List

48 SCVB Board of Directors

49 Notes, Ideas, Brilliant Thoughts


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.

Michael Naiman/Team Photogenic


Leisure travel to Seattle and the region continues to grow into a year-around business
rather than the seasonal market of the past. This is a result of the extensive offerings in
the arts, culture, festivals, and sports and recreational events that the area provides. Add
to this an array of eclectic restaurants, award-winning Washington State wines and abun-
dant shopping opportunities, and Seattle is an undeniable draw throughout the year.

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.

Best wishes for a happy and successful 2007.



Marketing Plan
2006
highlights
Tourism in the News
Throughout 2006, SCVB promoted the
importance of Seattle’s tourism industry to
2006 highlights

Seattleites. Stories in the local and national


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.

Taxi Appreciation Day


Coinciding with National Tourism Week in May, SCVB ral-
lied the support of Seattle’s tourism community to thank more
than 700 taxi drivers for their year-around service as tourism
ambassadors and to further educate them about the regional
tourism industry. The first-ever Seattle Taxi Appreciation Day
was co-hosted by partner organizations that included the Port
of Seattle, Washington State Convention & Trade Center,

Photo by: David Blandford


Holland America Line, Aramark, Qwest Field, Seattle South-
side Visitor Services, Seattle Hotel Association and others.
Seattle’s hospitality team passed out box breakfasts and gift
bags to taxi drivers and thanked them for their crucial, though
often overlooked, role as frontline greeters of Seattle’s nine
million annual visitors.

Hot Hotel Market Gets Hotter
Robust Convention Business Hotel 1000
Meetings and conventions were the founda- MTM Luxury Lodging opened its newest property in the
tion of Seattle’s strong tourism business in heart of downtown Seattle in June.
2006. Seattle hosted more than 10 groups
of 5,000 or more attendees, many of which
Pan Pacific

Photo courtesy of Stephen Allard


experienced record attendance. Groups in-
Seattle Hotel
cluded national associations such as the In-
Pan Pacific Hotels &
ternational Society for Magnetic Resonance Resorts opened its
in Medicine, American Spine Society and fifth North American
American Society for Mass Spectrometry. property in Seattle’s
Regional corporate groups, such as Micro- South Lake Union
neighborhood in
soft, convened in Seattle multiple times. November.
Photo courtesy of Hotel 100

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

Photo by: Tourism Vancouver/John Sinal


Line, Princess Cruises, Norwegian Cruise Line,
Celebrity Cruise Line and Royal Caribbean Line.
Photo by: Don Wilson / Port of Seattle

Photo by: Tim Thompson 


2006 highlights Marketing Plan
Photo courtesy of Sheraton Seattle Hotel
on the horizon Hotels in
Development
Arts and Culture Sheraton Seattle
Hotel & Towers
Olympic Sculpture Park (second tower addition)
The Seattle Art Museum (SAM) opens the Location: Downtown Seattle
nine-acre, $85 million Olympic Sculpture Guestrooms: 415
on the horizon

Seasons Hotels & Resorts


Park in January 2007. Designed by Weiss/ Open: Spring 2007

Photo courtesy of Four


Manfredi Architects, the park seamlessly
Four Seasons Hotel
connects city and waterfront via an iconic
Seattle

Photo by: Paul Macapia


z-shaped traverse from Western Avenue
Location: Downtown Seattle
to Elliott Bay, providing a continuous Guestrooms: 150
landscape of native plantings and a diverse “The Valley Precinct” of the Opening: Spring 2008

Silver Cloud Inns & Hotels


setting for a wide range of sculptures. The Olympic Sculpture Park with

Photo courtesy of Four


park features internationally-recognized Richard Serra’s WAKE, 2004
Silver Cloud
artists, including Alexander Calder, Louise Hotel - Stadium
Bourgeois, Roy McMakin, Richard Serra, Location: Qwest and Safeco Fields
Guestrooms: 210
Beverly Pepper, Mark Dion, Teresita Fernandez and Tony Smith. Panoramic Opening: Early 2007
views of the Olympic Mountains, Elliott Bay and Puget Sound add to the ex-
perience. A glass and steel pavilion offers event space and an outdoor amphithe-
ater provides a unique setting for outdoor films and performances. Distant Horizon “We are extremely
excited by the opportunity
Hyatt at Olive 8 to open the Hyatt at Olive
“Seattle is recognized as one Location: Downtown Seattle 8, our second Seattle ho-
of the nation’s leading cultural Guestrooms: 350 tel. The long-term outlook
cities. We should all be proud Opening: Summer 2008
for the city’s hospitality
Photo by: Seattle Art Museum

of our vibrant arts community, Hyatt Place industry, from corporate


from visual art to theater to Location: South Lake Union business, conventions
opera, music, film and dance. Guestrooms: 158 and tourism, is very
Opening: Second Quarter 2008 strong. There is a tremen-
As our cultural infrastructure
grows, Seattle is also known Hotel “1” dous sense of positive
Starwood Capital Group energy in Seattle and we
as a premier cultural destina-

Photo by: Grand Hyatt Seattle/Benham Gallery


Location: Downtown Seattle look forward to expanding
tion, welcoming visitors from Guestrooms: 110
Mimi Gardner Gates our presence here.”
The Illsley Ball Nordstrom Director around the country and around Opening: Late 2008
Seattle Art Museum the world.”
Arctic Club Hotel
Arctic Club LLC/Hotel Group
Location: Downtown Seattle
Seattle Art Museum Re-Opening Guestrooms: 91
SAM’s newly expanded downtown building is scheduled to open May 5, Opening: Fall 2007
2007. The expansion of the museum will accommodate rapidly growing col-
Hyatt Regency
lections, programs and audiences. This first phase of Allied Works Architec-
Bellevue
ture’s dynamic design will inaugurate 118,000 square feet, including two (Addition to existing property)
floors of free public space and 70 percent more gallery space for the museum’s Location: Downtown Bellevue Mark Stiebeling
permanent collections and special exhibition programs. SAM will also fea- Guestrooms: 350 General Manager
ture interactive and engaging art installations and artist-created experiences. Opening: Late 2008 Grand Hyatt Seattle

Pike Place Market Centennial
On August 17, 2007, the Pike Place Market will celebrate its 100th birthday. Often re-
ferred to as “the soul of Seattle,” the market will mark its centennial with events through-
out the spring and summer of 2007, culminating in Centennial Week Celebration festivi-
ties August 10-17. One of the state’s most popular attractions, eight to 10 million visitors
walk through Pike Place Market annually.

Photo courtesy of Pike Place Market PDA

Photo by: Mai Li Lee


Photo by Seattle Times

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

Domestic leisure travel volume increased 2 percent in 2006 and is expected to


increase another 1-2 percent in 2007.

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-

Washington State Outlook tunities for discovery. Seat-


tle’s Convention and Visitors
Tourism is one of the state’s largest industries, among aerospace, software and
Bureau is an active partner
agriculture, and generated a record $12.7 billion in visitor spending in 2005 (up 6.7
percent). King County accounts for 42 percent of all state travel spending. with the state in attracting
visitors and continues to
143,700 jobs are supported by tourism in Washington State
work with smaller commu-
Tourism generates state and local tax revenues of $845 million nities to introduce visitors
Source: Dean Runyan Associates 2005
to destinations throughout
Washington.
Seattle/King County Outlook
“Tourism is a vital ingredi-
2005 King County Overnight Visitors ent in the economic vitality
Source: CIC Research Inc.

of our state and I applaud


9.10M the work of Seattle’s Con-
9,000,000 8.80M vention and Visitors Bureau
8.73M to spread the word about
8.64M the endless opportunities
8.50M in Washington. I wish them
8,500,000 8.45M
continued success.”

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.

Meals & Beverages


$1,324 m/30.6%
Shopping
$1,045 m/24.2% Entertainment
$348 m/8.0%
Local
Transportation
$387 m/8.9%
Miscellaneous
Lodging and Convenience
$980 m/22.7% $238 m/5.5%


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

Ron Sims Average spend per visit: $474


King County Executive Average spend per day: $64


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%

Business 9% $99 $98


$88 $87
Convention/ $90 $82
Conference 2%
$72
$65
Other 8% $61 $61

0% 10% 20% 30% 40% 50% $50


2002 2003 2004 2005 2006 YTD
(October)
King County Downtown Seattle
(32,000 rooms) (11,800 rooms)
2005 Seattle Source Markets
Source: CIC Research Inc.

Hotel Occupancy Percentage


Source: Smith Travel Research
Washington Canada
12% 5% Montana 80%
California 3% 76.5%
14% 73.1%
72.5%

70% 69.1% 68.5%


Oregon 67.0%
65.7% 65.0%
8%
63.1%
61%
Texas
3% 60%
2002 2003 2004 2005 2006 YTD
Idaho Rest of U.S. (October)
3% & Overseas King County Downtown Seattle
52% (32,000 rooms) (11,800 rooms)

Hotel Average Daily Rates


2005 Summary Characteristics of Overnight Visitors Source: Smith Travel Research
Source: CIC Research Inc.
$152
$150
Average Average
Average or
Tourist Hotel/Motel Convention $134
Median $127
Guest Delegate $128
$123
$119
$120
Income $63,300 $68,600 $60,100 $62,600
$106
Daily Spend $60 $137 $116 $64 $99 $98 $100

Average Days 7.8 4.3 5.5 7.4 $90


2002 2003 2004 2005 2006 YTD
Total Spend $468 $589 $638 $474 (October)
King County Downtown Seattle
(32,000 rooms) (11,800 rooms)
10
Hotel Market Comparision: 2005 Transportation to King County
Downtown Seattle vs. National Average Source: CIC Research Inc.
Through Third Quarter 2006
Source: Smith Travel Research
Arrived
Arrived by Air
160 $152 by Auto 44%
48 %
$116
$97

80 76.3
$63 65.2

$99
Other
0 9%
RevPAR ADR Occupancy Percentage

National Average Downtown Seattle Average

Sea-Tac International Airport Passenger Volume


Transportation Source: Port of Seattle

Airline Industry 30,000,000+


Through the third quarter of 2006, U.S. airlines have seen 30,000,000
29,289,026
an increase in domestic passengers (up .2 percent), international 28,804,554
passengers (up 5.9 percent) and total passengers (up .9 percent).
(Source: Bureau of Transportation Statistics) 28,000,000

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

The SCVB Membership Department connects local busi-


nesses with the lucrative visitor market through a wide range
of publications and a host of signature events, seminars and
orientations throughout the year.

Since SCVB members target a wide variety of markets and


employ differing strategies for reaching them, the Member-

Photo by: Nick Gunderson


ship team is available to recommend specific SCVB pro-
grams that fit member needs. Finding the most cost-effective
solutions for members is always a priority.

In 2007, several initiatives will be employed to enhance the


business of more than 1,000 SCVB member organizations,
connecting their products and services with tourists, conven- Steve Maris, Rosemary Rasp
tion delegates, meeting planners, professional travel planners
and the media.

Actions for 2007 will include:

Integrate the new Seattle brand into all


SCVB collateral materials, including the e-news-
letter, event invitations and notifications of
upcoming marketing opportunities.

Create new member promotional opportu-


nities on the redesigned SCVB website.

Improve and enhance the membership


content on the SCVB website.

Install new software for improved mem-


ber access to information and data collection.

Enhance the SCVB electronic newsletter to


Photo by: Nick Gunderson

provide more timely and useful news to members.

12
Calendar of Member Events and Promotional Opportunities
(Subject to change; updates available to members via SCVB web site)

CALENDAR Month Event/Promotional Opportunity

January “Presenting the 2007 SCVB Marketing Plan” annual presentation

“Night at the Sonics” evening event

“Getting the Most from Your Membership” meeting

March “Olympic Sculpture Park” breakfast event

April “Getting the Most from Your Membership” meeting

May “Cruise Industry Kickoff” luncheon event

June “Unlocking the Meetings and Convention Market” how-to event

July “Getting the Most from Your Membership” meeting

September Washington Wine networking event

October “Getting the Most from Your Membership” meeting

November “Internet Marketing” how-to event

December “Annual Holiday Breakfast”

Ongoing SCVB website advertising and links

Citywide Concierge Center bookings and referral programs

Airport brochure distribution

Visitor mailing lists and brochure direct mail programs

Member-to-member mailing list and e-mailing program

13
membership opportunities Marketing Plan
Photo by: James T. Housel
convention sales
convention sales and Services

The meetings industry is a global economic engine that contributes more


than $122.3 billion to the U.S. economy alone, according to the Conven-
tion Industry Council (CIC). In 2006, the global meetings industry is
expected to grow for a third consecutive year, according to Meeting Profes-
sionals International (MPI), signaling a positive economic impact on many
facets of the industry, including hotels, airlines and convention centers.

According to the 2004 ExPact Study (DMAI’s Convention Expenditure


and Impact Study), spending averages for an event with exhibitors totalled
$945 per delegate, $6,753 per exhibiting company and $454,673 per
event organizer.

In 2006, it is estimated that Seattle’s meetings and conventions market


exceeded $650 million in economic impact throughout the region. Meetings
and conventions generated through SCVB were valued at more than $402
million in economic impact.

“In the 18 years since the Washington State


Convention & Trade Center opened, millions of
delegates attending events here have pumped over
$2 billion into the state’s economy. The Center has
been directly responsible for the creation of thou-
sands of good jobs in our region, a steady flow of
revenue to business and government, and a lower
tax burden for residents of Washington state.”
Frank K. Finneran
Photo by: Jules Frazier

Chairman, Washington State Convention & Trade Center

The Seattle Partnership


Washington State Convention & Trade Center Membership
Board of Directors
Left to right:
Visitors &
Susana Gonzalez-Murillo, Vice Chair Deryl Brown-Archie, SCVB Customers WSCTC
Kathy Coffey, Jerome L. Hillis, Chairman and CEO
Frank K. Finneran, J. Terry McLaughlin, Karen Wong,
Robert J. Flowers, Rick S. Bender
Hotel Community
14
Wendy
Petersen
Midwest Office

Alison
LaFollette
Photo by: Nick Gunderson

Washington D.C. Office

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

Washington, D.C. Office


Two sales team members are located in the SCVB Washington, D.C. office. Washing-
ton, D.C. houses more than 7,000 associations, ranking first in the country. SCVB
team members in this office generate leads from all market segments in The District of
Columbia, Maryland and Virginia.

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

All Meetings and Conventions: 2001-10/31/2006


Washington State Convention & Trade Center
Misc. 3% The WSCTC’s consistent and well-deserved reputation as a midsized,
Legal/Government 11% Medical/Health first class facility­­—focused on quality service and culinary excel-
Organizations 20%
Sports/Athletics 4% lence—is rare in the convention center world and very beneficial to
Cultural 2%
Education 9% Seattle’s convention sales efforts. The center’s on-site Tasting Room,
which opened in 2005, is still a unique selling feature among conven-
Corporate 16%
SMERF 8% tion centers and continues to help differentiate the WSCTC from other
centers. The center is now being sold and marketed more like a “great
Trade/Business hotel” than a convention center, due to its excellent core location, focus
Scientific Engineering Associations 10%
Societies 15% on service and the balanced hotel inventory within 2 to 3 blocks. These
Trade/Consumer Shows 2%
attributes, combined with a vibrant, dynamic and healthy downtown,
have helped Seattle overcome the center’s size limitations.
Market Segments/WSCTC
WSCTC Meetings and Conventions: 2001-10/31/2006 Hotels, Off-Site Venues
and Conference Centers
In Spring 2007, the Sheraton Seattle Hotel will open a second tower
Misc. 2%
Legal / Government 8% with 415 guestrooms and more than 31,000 square feet of new, addi-
Medical/Health
Cultural 2% Organizations 27% tional meeting space. This will bring the expanded property to a total of
1,253 guestrooms and 75,000 square feet of meeting space, making it
Education 11%
Seattle’s first 1,000-plus-guestroom hotel. The addition will be a key fac-
SMERF 3%
tor in attracting conventions and meetings to Seattle and the WSCTC.
Corporate 15% The ability to now offer a 1,000-room block in one property with such
Scientific Engineering close proximity to the center is a major selling feature. The new Sheraton
Societies 21%
Seattle tower guestrooms will increase Seattle’s “Select Hotel” supply by
Trade/Consumer Trade/Business
Associations 10% an additional 5 percent in 2007.
Shows 1%

Geographic Origin—USA Geographic Origin—USA


WSCTC Meetings and Conventions All Meetings and Conventions
(Room Nights) 2001-10/31/2006 (Room Nights) 2001-10/31/2006
* Includes Illinois, Indiana, Iowa, * Includes Illinois, Indiana, Iowa,
New York Midwest* Michigan, Minnesota, Missouri,
Midwest*
Michigan, Minnesota, Missouri,
17% Ohio, Wisconsin New York Ohio, Wisconsin
7% Colorado 15% Colorado
6%
Washington 4% 3%
State California Washington California
15% 5% State 6%
19%

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

Photo by: HB Weiner/Two Downtown, Ltd. /Seattle


3,300 and 7,000 people and space for meetings, receptions or food and
beverage service.

Meeting Market Segments


Seattle’s large and internationally acclaimed infrastructure of medicine,
research, biotechnology, technology and aerospace—coupled with world-
class academia—offers a very compelling and competitive advantage over
other destinations in luring scientific, medical and engineering associations.
Seattle’s meeting market mix is diversified, healthy and continues to show
growth in the higher revenue generating segments. Due to the extensive
offering of both urban and outdoor attractions, Seattle continues to attract
these types of groups. Above: Washington State Convention & Trade Center.
Below: WaMu Theatre at Qwest Field Events Center
Seattle’s strongest market segments are also the ones most coveted by every
competing destination and mega-hotel center. SCVB’s competitive posture

Photo by: WaMu Theatre at Qwest Field Events Center


will be to protect and defend Seattle’s market share while aggressively find-
ing new, first-time convention center user groups.

Health and Medical Associations


The worldwide reputations of the University of Washington and Fred
Hutchinson Cancer Research Center, in addition to Seattle’s emerging bio-
tech industry, all contribute to Seattle’s dominance in this market segment.
Additionally, Seattle is home to an abundance of teaching hospitals which
offer research opportunities and talented and tenured medical staffs. Seattle’s
number one market segment holds potential for further growth, as associa-
tions within this segment are experiencing record-breaking attendance.
Recent groups have included the North American Spine Association (6,400
attendees), International Society for Magnetic Resonance in Medicine
(5,000) and Academy of Managed Care Pharmacy (3,000).

Scientific/Engineering Associations “Our annual meeting in Seattle was a huge success. We


This market segment delivers reliable room nights. Chal- did have some initial concerns about moving from a hotel
lenges in booking these groups include both the short-
term booking commitments and the ultra-conservative
to a convention center, but I am happy to report that every-
contracting of just half of their anticipated blocks. Recent one in Seattle made the transition seamless and your staff
groups have included the American Society of Mass and facilities exceeded our expectations in service and
Spectrometry (6,000 attendees), the American Society hospitality. We look forward to coming back to Seattle for
of Safety Engineers (4,500) and American Statistical As-
sociation (5,500).
a future meeting.”
Heather Brinton Parker, CMP
Director, Office of Membership & Constituent Services
Association of American Medical Colleges
17
convention sales and services Marketing Plan
Corporate Meetings ings market. Short-term availability and double-bedded room inventory
convention sales and Services

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

EXHIBIT MEETING COMMITTABLE HOTEL SALES TOTAL CVB


CITY FACILITY
SPACE SPACE ROOMS ON PEAK NIGHT PERSONNEL BUDGET

Washington State Convention


Seattle 205,700 57,000 4,000 16 $8,168,000
& Trade Center

Anaheim Anaheim Convention Center 815,000 130,000 not supplied 15 $9,000,000

Vancouver Convention &


Vancouver, BC 91,000 25,000 6,704 13 $10,820,625
Exhibition Centre

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

Phoenix Phoenix Convention Center 146,000 80,000 2,185 21 $13,700,000

Denver Colorado Convention Center 584,000 100,000 5,500 20 $12,500,000

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

drawn over 3,000 senior-


level industry professionals The combined buying power of PCMA
and generated an estimated members is more than $18 billion in potential
$200-300 million to its host meetings and conventions.
Deborah Sexton city over the next five to
President and CEO 10 years. Seattle’s unique
combination of natural Throughout 2007, SCVB will prepare to
PCMA and PCMA Educational
beauty and innovative host PCMA, engaging the participation of
Foundation
urban pulse will make it an Seattle’s destination sales and services team.
exceptional annual meeting For more information, contact Joan Cahill at
destination that is sure to (206) 461-5834 or jcahill@visitseattle.org.
appeal to our attendees.”

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

Looking Ahead 2nd Qtr 106,158 113,065 93,814 72,436 130,850

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 )

Booking Goals vs. Actual—Historical Comparision

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

450 485 442 570 553 575


Hotels
205,341 201,570 225,766 195,458 171,972 200,000

503 542 487 623 595 623


Total
537,174 535,179 569,227 541,237 534,252 565,000

* Citywide and WSCTC Bookings

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

month DATE EVENT LOCATION

January 5-7 Association for Convention Operations Management Toronto


CALENDAR
7-10 Professional Convention Management Association Toronto

20-23 Meeting Professionals International—Professional Education Conference New Orleans

February 7-8 ConferenceDirect Annual Meeting Chicago

11-14 CESSE Midwinter Board Meeting Tucson

March 1 Destination Showcase Washington, D.C.

26-27 Pharmaceutical Meeting Planners Forum Philadelphia

April 15-17 PCMA Leadership Conference Orlando

17-20 National Association of Sports Commissions Dallas

May 2-6 Society of Government Meeting Professionals Atlantic City

10-11 Chicago Client Event Chicago

June 3-5 Washington Society of Association Executives Vancouver

13 PCMA Foundation Dinner Washington, D.C.

14 Greater Washington Society of Association Executives—


Springtime in the Park Washington, D.C.

July 17-20 Council of Engineering & Scientific Society Executives (CESSE) Halifax, Nova Scotia

18-21 Destination Marketing Association International Pittsburgh

29-31 Meeting Professionals Internationa—World Education Conference Montreal

August 11-14 American Society of Association Executives Chicago

September 5-6 Affordable Meetings Washington, D.C.

November TBD Washington D.C. Client Event Washington, D.C.

TBD Financial Insurance Conference Planners TBD

TBD National Coalition of Black Meeting Planners TBD

TBD PCMA Greater Midwest Chapter Annual Meeting Chicago

December 11 Association Forum Holiday Showcase Chicago

28-30 International Association of Exhibitions and Events San Diego

TBD Meeting Professionals Internationa—MACE Washington, D.C.

23
convention sales and services Marketing Plan
convention and visitor services
convention sales and Services

The Convention and Visitor Services (CVS) team reflect, provide


and enhance every customer experience in Seattle. Team members
are often the direct contact point between visitors and members
and are the ambassadors of Seattle’s hospitality community. The
CVS team includes: Convention Services, Convention Housing
and the Citywide Concierge Center. In a city known worldwide
for outstanding service, the CVS mission is to enhance every
guest experience and stimulate economic benefit for members.

Strategies and Tactics


Increase Convention Spend for SCVB Members in

Photo by: Carl Murray


2007: Increase revenue opportunities and business referrals to
SCVB members from all areas of CVS and investigate and build
new revenue opportunities.

Provide Attendance Boosting Strategies: Stimulate


attendance for 2007 and 2008 conventions through promotional Left to right: Ann Peavey, Kae Block, Susan Ranney,
travel, collateral and partner collaboration. Adriane Friedman

Promote the Value and Impact of Convention and


Visitor Spending: Communicate, publicize and educate Convention Housing—
members about the value and importance of the meetings and Historical and Proposed 2007
visitor industry in Seattle.
2006 2007
Defend and Increase the Share of Convention Hous-
ing Business for 2007 and 2008: Promote SCVB housing # Groups 15 14
services early in the sales process and support throughout the
service contact. # Rooms 22,332 22,075

# Room nights 97,082 105,579

DATE EVENT PLACE

Jan 5 - 7 Association for Convention Operations Management (ACOM) Toronto


CALENDAR

Jan 7 - 10 Professional Convention Management Association (PCMA) Toronto

Mar 24 - 29 Society of Toxicology Charlotte, NC

Aug 22 - 24 Passkey Group Housing Forum Boston

Oct 11 - 14 Western Association of Convention and Visitors Bureaus Anchorage

24
international tourism development

international tourism development


The SCVB Tourism Development team works proactively with the Port The Travel Industry Association of America (TIA) and other travel asso-
of Seattle and Washington State Tourism to expand the base of destina- ciations are coordinating industry and governmental efforts to mini-
tion product and increase the number, length of stay and average spend mize the impact of high fuel costs and fuel surcharges, security concerns
of international visitors to Seattle, Washington State and the Pacific and airport security requirements, new border entry procedures and
Northwest. passport requirements and other potentially negative influences on
overseas travel to the U.S.
Situation Analysis
The U.S. Department of Commerce predicts a 6 percent increase in
Primary Markets
overseas visitors to the U.S. in 2007 over 2006, following growth of 7 Japan
percent in 2006 over 2005. Japan is expected to be the number one international overseas market
for Seattle and Washington State in 2007. As Japanese baby boomers
Riding the same positive trend, Seattle received a record 347,000 over-
begin to retire, the potential for longer-stay, higher-spend visitors will
seas visitors in 2005, up from 325,000 in 2004. Seattle’s primary mar-
continue to grow. The destination’s consistent presence, promotion and
kets of Japan, the United Kingdom and Ireland, Australia and Germany
successful brand campaign (“Seattle-Washington, Living Cool, Loving
remain steady. France, Taiwan and Korea are strong secondary markets.
Nature”) have helped keep Japanese consumer, travel trade and media
Emerging markets such as China, Mexico and Latin America are evalu-
interest in Seattle and Washington State high. In 2007, SCVB and its
ated and addressed as new air service is added.
partners will expand on the destination’s base of appeal from baseball,
Overseas travelers take longer trips and spend more than domestic travel- nature and lifestyle to include Lifestyles Of Health And Sustainability
ers. Many have visited the United States multiple times and are seeking (LOHAS), currently a strong trend in Japan and one that fits naturally
new destinations and experiences. A trend toward independent travel with Seattle’s image as a clean, relaxed, safe, unique American destination
(FIT), as opposed to group travel, is expected to continue. Other trends that is relatively close to Japan. Japanese travelers continue to be drawn
include shorter decision-making and booking times, increasing online by the region’s fresh seafood, delicious cuisine and award-winning local
travel purchases and targeting specific consumer market segments. wines and beer. In 2007, Washington wine tourism will be an emphasis
in destination marketing efforts. Other Japanese target
markets include women in their 30s and 40s, mothers
and daughters, “Renaissance Men” in their 30s and 40s,
technical tour groups and students of all ages.

United Kingdom and Ireland


Travelers from the United Kingdom to the U.S. are expect-
ed to increase by 6 percent in 2006, the same percentage
gain as in 2005. The UK is the second largest market for
Seattle and Washington State, although the largest market
for the U.S. as a whole. The UK economy is expected to
remain in a state of growth (about 2.5 percent annually
Photo by: Nick Gunderson

through 2009). UK consumers typically spend 12.7 nights


on a U.S. holiday and they are likely to take multiple
holidays during the year.

Ireland, although a separate market, is easily accessed using


existing resources in the UK and and so marketing initiatives
Left to right: Michael Kurtz, Brad Jones, Marj Snyder, Joshua Ratliff are combined. The Irish market grew 11 percent in 2005
and further growth of 17 percent is expected for 2006.
25
international Tourism development Marketing Plan
international tourism development

Baby Boomers are currently the most influential


purchasing group for travel in the UK. 61 percent of
all adults are Internet users with 32 percent of UK
consumers making online travel bookings last year. By
2010, Mintel, a consumer research firm, expects that
50 percent of all travel will be booked online. However,

Photo by: Don Wilson, Port of Seattle


complicated long-haul trips and niche market products
do not sell as well online. Coach touring continues to
fall as the “older” market looks for more exciting holi-
day experiences.

In June 2006, British Airways added three weekly


roundtrip flights between London’s Heathrow Airport
and Seattle to accommodate demand.

2007 SCVB marketing efforts in the UK and Ireland


will focus on the three largest growth areas: city breaks, pre- and post- Secondary Markets
cruise opportunities and niche markets. Niche markets with potential
from the UK include bird watching, eco-tours, soft adventure, garden France
tours, golf, wine and culinary tours, walking and hiking tours, spas The U.S. is one of the top choices among long-haul destinations for French
and well being. Efforts will also include working with companies using travelers. There has been some increase in product to Seattle and Washing-
multimedia combinations to sell holiday experiences online. ton State. One of the most noticeable trends in France is the rapid growth
of the Internet for planning and booking trips. SCVB will continue to
Australia partner with the Port of Seattle and Washington State Tourism to solicit
Australia became the sixth largest overseas market for the U.S. in 2005 and obtain new air service between France and Seattle while simultaneously
with a record 581,000 visitors, a 12 percent increase over 2004. Further maintaining tourism marketing contract support in France to raise the
growth is expected for 2006 and 2007. The average length of stay in the destination profile among French media and travel trade.
U.S. increased to 24 nights in 2005, up from three nights in 2004. The
Australian dollar has risen against the U.S. dollar in recent years, making
the U.S. seem more affordable. The top-three activities of Aussie travelers
Emerging Markets
are dining in restaurants, shopping and sightseeing in cities. Increased
China
air service to San Francisco and Vancouver, B.C. in 2006 will make
Chinese visitors to the U.S. rose to 405,000 in 2005. This significant influx
Seattle more easily accessible in 2007. Marketing efforts in Australia will
ranked China 12th among international arrivals to the U.S., up 33 percent
continue to focus on the travel trade and media.
since 2004. There has been a 40 percent shift from business to leisure travel
among first-time Chinese visitors to the U.S. Seattle and Washington State,
Germany
among other destinations on the West Coast of the U.S., receive significant
Arrivals from Germany grew 7 percent in 2005 and forecasts for growth
ongoing business travel from this market and growing interest from the
of 7 percent and 5 percent in 2006 and 2007, respectively, clearly
Chinese travel trade and media in promoting it as a travel destination to
indicate that German travel to the U.S. has bounced back from a few
Chinese consumers. In 2007, SCVB will participate in a sales mission to
years ago. Annual leave for Germans is up to six weeks which allows for
China and proactively work with the Chinese travel industry and media to
plenty of time to take a U.S. holiday. The western states continue to be
increase awareness and stimulate desire to visit Seattle and Washington State.
popular and once first tier attractions such as the Grand Canyon and
the Southwest have been explored, German travelers tend to be inter-
ested in returning to the Pacific Northwest on a future trip. Marketing Strategies and Tactics
efforts will focus on select tour operators and media.
Grow Primary Markets: Concentrate marketing efforts on Japan,
the UK, Australia and Germany with continued retention of contracted
representation in each market.
26
Expand Product: Proactively work with key travel producers to create Enhance Website: Continue to customize SCVB website with foreign
new and expanded Seattle and regional products and itineraries, specifi- languages and create greater offerings and ease of use for overseas visitors.
cally targeting untapped niche markets that fit the destination.
Work with Suppliers: Proactively seek cooperative marketing
Conduct Sales Calls: Increase destination awareness and stimulate opportunities with key airlines and well-known regional and global
product development with an aggressive schedule of direct sales and media companies and organizations.
calls on targeted accounts in primary overseas markets and North Ameri-
can affiliate offices. Target Trade Events: Participate in selected travel industry trade
events throughout the year.
Expand Destination Media Coverage: Stimulate positive media
coverage to support sales of existing, and development of new, tour product. Further Enhance our Regional Partnerships: Work coopera-
tively with other local, state and provincial destination marketing orga-
Host FAM Trips: Familiarize qualified travel trade clients and media nizations to increase the visibility of Seattle and the Pacific Northwest.
with the destination via regular inbound site inspections and tours.
Work as a Partnership: Maintain strong partnership with the Port
Promote New Air Service: Work with the Port of Seattle to attract of Seattle and Washington State Tourism, cooperatively marketing the
and retain international airlines at Seattle-Tacoma International Airport. entire destination.

DATE EVENT LOCATION

Jan 9-10 Receptive Services Association New York

Jan. 22-23 NAJ Tour Operator Summit & Marketplace Los Angeles
CALENDAR

Jan. 31 Tour Operator and Media Sales Calls Paris /


Feb. 9 London

Feb. 12-15 Go West Travel Summit Portland

Feb. 19-22 Visit USA Seminars Australia

Mar. TBA Japan Sales Mission Tokyo

Mar. 7-11 International Tourism Exchange (ITB) Berlin

May 14-17 Active America Travel Summit Minneapolis

June TBA NAJ Tour Operator Summit East New York

Sept. TBA JATA/See America Week Tokyo

Oct. 23-25 TIA Outlook Forum Charlotte, NC

Nov TBA China Sales Trip Shanghai / Taipei

Dec. 6-7 CITAP Marketplace Vancouver, B.C.

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:

Median household income is $87,500.

LGBT travelers took an average of six overnight trips


in the last twelve months and 87 percent took at least one
long leisure trip. 53 percent spent $5,000 or more per year
on vacations.

73 percent belong to a frequent flyer program.

98 percent of respondents indicated that a destination’s


gay-friendly reputation influenced their decision to visit and
59 percent said gay-welcoming hotels were very important.
Photo by: Steve Smith

SCVB works collegially with its member or-


ganizations and marketing partners to pro-
actively target this market. 2007 initiatives
will include:
Expand Partnerships: With the Greater Seattle Business Association Identify Advertising Opportunities: Public/private co-ops in select
(GSBA) and other allied organizations, share leads and attend events publications, SCVB web site and other opportunities.
and tradeshows.
Promote Seattle Events to LGBT Target Markets: Seattle Pride,
Establish Seattle LGBT Tourism Marketing Coalition: Include Seattle Lesbian & Gay Film Festival, Seattle Men’s Chorus, Seattle Women’s
staff members and representatives from key organizations and events as well Chorus and others.
as elected officials.
Develop Public/Private Delegation: Participate in LGBT travel
Develop Seattle LGBT Brand Under the Umbrella of the Se- expos in West Hollywood, San Francisco and San Diego, as well as Pride
attle Brand. events in Vancouver, B.C. and Portland feeder markets.

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

north american tourism development


The Tourism Development team works with tour operators, wholesalers, By 2020, there will be 700 million people over age 65
travel agents, group leaders, airlines, cruise lines and other segments of worldwide. While their interests are varied, travel is the
the professional travel trade throughout North America to expand leisure activity that tops this generation’s list of planned activities.
travel to Seattle and the Pacific Northwest.
Their travel interests include:
United States - Spas and relaxation travel
Competition for the consumer dollar will continue to grow in 2007.
- Wine and culinary experiences
Travelers make decisions based on their interests as well as on the options
available for the time and dollars they have to spend. Additional factors - Gardening
in travel decisions will continue to include the consumer confidence level, - Arts and crafts
the cost of hotels, the price of fuel, Homeland Security issues, air safety - Outdoor recreation (including golf)
and dependability and the ease of travel planning and booking. - Women-only travel
- Volunteerism and charitable donating
Hotels are enjoying the highest occupancy rates since
1996. The average room rate nationwide is predicted to - Music and theater
increase another 5.2 percent in 2007. While luxury rates are - Cruising
readily available, more moderate rates can be found based on - Pet travel
traveler flexibility. - Medical/life-enhancement travel
Source: Bjorn Hanson of PricewaterhouseCoopers
Many of these are shared by the “Gen X-ers” and “Millenni-
als” including the student markets.
Packaged travel is growing exponentially in popular-
Source: Deloitte & Touche
ity. It often provides to both groups and individual travel-
ers experiences that are not available to individual buyers Canada
along with the assurance that the details have been planned New WHITI regulations require passports for all air travel between the
by professionals. Packaging, whether luxury, moderate or United States and Canada—effective Jan. 23, 2007. Passports, or a new
economy, provides value and saves planning time. document to be determined, will be required for land and sea travel be-
tween the two countries by June 1, 2009, or possibly earlier. Considering
the number of travelers in both countries without passports, communica-
“Seattle is my ‘kid in a candy store’ tion, consistency in border procedures and the ease, or lack of, in the in-
terim border crossing process will play a major part in decisions to travel.
city. As a tour operator, Seattle is not
only a vibrant destination in its own Washington ranked third in states visited by Canadians in
right, it’s the gateway to national parks, 2005: 1,612,000 visits, and 4,588,000 nights, with expenditures
the ferry system of Puget Sound and of approximately C$ 310,000,000.
Source: Statistics Canada
dozens of wonderful off-the-beaten-track
destinations.” Most statistics show an annual 5 percent increase in travel
from Canada to the United States. Much of this is considered to
Mark Hoffman, CTP be day trips and visits with friends and family.
Owner
Sports Leisure Vacations

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.

Photo by: Don Wilson, Port of Seattle


Strategies and Tactics Assist in Expanding Availability of Collateral: Work with local
and regional DMOs and suppliers to develop sample itineraries and
Promote Seattle as a Cruise Port and Pre-Post Destination: individual itinerary components responsive to current affinity market
Work with the Port of Seattle, cruise lines, travel planners and local sup- and general interest demand.
pliers to promote cruising from Seattle, as well as from the Northwest in
general and encourage pre- and post-cruise stays. Regional Cooperation: Work with local and regional DMOs,
associations and key suppliers to enhance visibility for the region. Share
Maintain and Expand Travel Trade Contact Base: Develop marketing ideas, participate in joint projects subject to budget and goals
new tour operator, travel agent and other travel planner relationships in and share leads as appropriate.
both current and untapped market areas through sales calls, direct mail,
e-mail and participation in trade events. Continue to work with clients TD Website Expansion: Work with Tourism Development staff to
already in place. develop and expand an itinerary section for the TD section of SCVB’s
website. Participate in the expansion of the TD site in general.
Grow Product: Assist travel professionals in expanding their current
product and encourage new itineraries and components that draw on
the experiential variety found in Seattle and other parts of Washington
State and the Pacific Northwest.

DATE EVENT LOCATION

February 15-17 Bank Travel Conference Jacksonville, FL


CALENDAR

February 26-March 2 Two Nation Vacation Travel Shows Arizona & California

March 30-April 1 CLIA Cruise3Sixty Ft. Lauderdale, FL

April 25-28 NTA Spring Meet Kelowna, B.C.

May 29-June 3 Travel Trade 26th Annual Cruise-a-Thon Seattle

June 7-10 Travel Alliance Partners Meeting (TAP) TBD

July 5-8 Holland America Signature of Excellence FAM Seattle

TBD Washington State Tourism Conference TBD

Fall TBD North West Cruiseship Assoc. Business Conference Seattle

November 2-6 NTA Annual Convention Kansas City, MO

December TBD* Travel Trade 23rd Annual Leisure Travel-Home Based


Winter Cruise-a-Thon Ft. Lauderdale, FL

TBD U.S. and Canadian Sales Calls

TBD Select Inbound Professional Travel Planner FAMS


and Training Sessions

*Participation depends on where the summer 2008 Cruise-a-Thon will be held.


31
north american tourism development Marketing Plan
public relations
The primary function of the SCVB Public Relations department is
to increase the economic impact of tourism in the city and county
by stimulating editorial media coverage, strategically working across
leisure, business, convention trade and travel trade markets.
Public Relations

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.

In August 2006, Travel + Leisure magazine released its 11th annual


World’s Best Awards poll, naming Seattle 10th among the top cities in
the United States and Canada. Then in November 2006, Condé Nast
Traveler magazine’s Readers’ Choice Awards named Seattle ninth among
U.S. cities. Both of these polls were based on surveys of readers’ travel
experiences in the cities listed.

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.

Strategies and Tactics


Orchestrate Organizational Communications: Build and
disseminate strong communication programs that drive the key mes-
sages of SCVB and Seattle’s tourism industry.

Host Visiting Media: Host more than 200 qualified visiting


journalists throughout the year via individual visits and group press
trips, working cooperatively with Society of American Travel Writers
members and travel suppliers.

Pitch “No-Host” Media: Target high-producing journalists with


story pitches that don’t require a Seattle visit, aggressively positioning
SCVB as a trusted source of timely and relevant Seattle news.

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.

Promote the Destination at Media Marketplaces:


Attend the top travel industry media marketplaces including
Society of American Travel Writers (SATW) and Public Rela-
tions Society of America (PRSA) Travel & Tourism Section.

Produce Regular Destination News: Double distribu-


tion of 2006’s well-received Seattle Travel News e-newsletter,
providing prepared editorial copy and photos to more than
3,000 North American journalists each month.

Run Strong PR Campaigns: Run publicity campaigns that


support the Seattle Super Saver program, Seattle’s convention
industry, cultural tourism, pre- and post-cruise visits, food and

Photo by: Nick Gunderson


wine, LGBT travel and the SCVB destination brand.

Work Closely with Destination Public Relations


Team: Amplify positive media exposure by working coopera-
tively with public relations colleagues at member and partner
organizations, sharing media leads and hosting opportunities Left to Right:
and employing joint messages for destination campaigns and
Heather Bryant, David Blandford, Matt Wakefield
other programs.

Editorial Media Coverage Circulation Editorial Media Coverage


(in millions) Equivalent Advertising Value (in millions)

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)

* Metronatural brand launch


In addition circulation
to 2006 totalled
totals shown * Metronatural
here, metronatural brand brandwas
launch circulation launch
170 ad value totalled
million
separately 170 and
million separately $15 million
equivalent advertising value was $15 million worldwide.
33
Public Relations Marketing Plan
DATE EVENT PLACE

CALENDAR Jan-Mar Seattle Super Saver Value Season Publicity Campaign

April New York Media Blitz New York


Public Relations

Apr 21 - 25 TIA International PowWow Media Marketplace Anaheim

May Northern California Media Blitz San Francisco

May
Southern California Media Blitz Los Angeles/
San Diego

June 2 - 6 Society of American Travel Writers Western Chapter Meeting Hawaii

June 20 - 22 PRSA Travel & Tourism Conference/Media Marketplace Los Angeles

Sept 2 - 6 Society of American Travel Writers International Meeting UK

Monthly Travel media newsletter to full media list

Ongoing Seattle brand publicity campaign

Press releases to select media based on news

Host journalists on assignment

“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

citywide concierge and visitor center


and visitor center
The Citywide Concierge and Visitor Center (CVC) strives daily to maintain a high
standard of service for Seattle visitors while working to stimulate business referrals for
SCVB member organizations.

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.

Expansion of a Successful Business Model in 2007


CVC WSCTC Total During the coming year, promotion of the Citywide Concierge and Visitor Center will
help build on the center’s 2006 success, stimulating yet greater awareness of the opera-
2005 8,629 1,405 10,034 tion for Seattle visitors and locals alike.
(Aug. thru Dec.)

2006 19,176 1,698 20,874


(Jan. through Nov.)

Comparison of CVC Activity, 2005/2006 YTD

Number of Visitor Packet Requests (Jan.-Nov.) Restaurant Referrals (Jan.-Nov.)


# of bookings # of diners
2005 27,002
2005 630 2,243
2006 35,021
2006 751 3,012
35
citywide concierge and visitortourism
cultural center Marketing Plan
cultural tourism Tracey Wickersham,
Director of Cultural
Tourism, enjoys a
The SCVB Cultural Tourism program promotes Seattle and King County rare quiet moment in
as a prime destination to experience arts, history, culture and heritage. The Benaroya Hall. Noted
program competitively positions the region to attract the desirable and for its outstanding
sizeable market segment known as cultural travelers. acoustics, the hall
hosted nearly 800
Cultural Tourism

Cultural Tourism is one of the fastest-growing segments of the tourism


events in the most
industry:
recently completed
In one year, more than 100 million U.S. travelers took a trip season, including 220
specifically to experience an arts or cultural event, according performances by the
to the Travel Industry Association of America and Smithsonian Seattle Symphony.

Photo by: Nick Gunderson


Of note: 24 percent
magazine in 2003.
of Symphony ticket
Visitors to Seattle and King County spend money on cultural buyers come from
tickets and admissions, food, lodging, shopping and transporta- outside King County
tion. New money spent on cultural product in King County from
sources originating from outside King County has increased by
more than 90 percent in five years (source: Arts Fund). According to Americans for the Arts, The Seattle-Tacoma
area has more arts-related businesses, institutions and organiza-
27 percent of all King County cultural audiences come from tions per capita than any other U.S. metropolitan area, including:
outside King County (source: Arts Fund).
- 25 professional theater companies
- More than 14 noteworthy museums
- 15 symphony orchestras
- Some of the country’s best festivals
- Hundreds of music venues

The region’s expansive cultural offerings and growing cul-


tural infrastructure are demand generators for tourism.

Strategies and Tactics


Manage a Content-Rich Website: Following the expansion and
enhancement of the cultural tourism web pages at visitseattle.org/cultural,
maintain it as a dynamic and compelling resource for the more than 40
percent of cultural travelers who rely on the Internet as their primary source
of travel planning information.

Conduct Destination Marketing Programs: Produce SCVB


marketing campaigns tied to cultural events with strong appeal to travelers,
such as Seattle Art Museum exhibits (the Van Gogh to Mondrian exhibit
“Eagle,” 1971, by Alexander Calder. Gift of Jon and Mary Shirley, 2000.69 ,
drew 38 percent of audiences from outside Washington State), Seattle
© 2006 Estate of Alexander Calder / Artist Rights Society (ARS), New York, Opera’s 2005 Ring Cycle (which drew ticketbuyers from 49 states and 19
36 Photo DURING INSTALLATION: Paul Macapia
foreign countries), flagship festivals such as Bumbershoot and the Seattle
International Film Festival, as well as other significant cultural events.

Create Cultural and Heritage Itineraries: Create a series of cultural


heritage guides that highlight Seattle’s cultural diversity and guide visitors to
culturally significant locations.

Host 2007 Cultural & Heritage Tourism Alliance Conference:


Showcase Seattle to key industry leaders in cultural and heritage tourism by
hosting the 2007 annual conference.

Photo by: Christopher Nelson


Promote Cultural Packages: Collaboratively market member hotel/
cultural attraction packages via the Seattle Super Saver program.

Create Cultural Tourism Components for Key SCVB Initia-


tives: Develop channels for cultural cross-marketing with programs such
as Seattle Super Saver and America’s Greatest Cities.
Bumbershoot, Seattle’s Music & Arts Festival
Manage Destination Events Calendar: Produce the online cultural
events calendar at www.visitseattle.org, maintaining an active database of
Create Promotional Tools: Research and produce cultural travel
approximately 5,000 events happening within the next two years in the
marketing and promotional tools. Work in concert with the community’s
Seattle and King County area. This calendar draws significant traffic to
ethnic and heritage organizations, arts and cultural groups and outside
the visitseattle.org website and the database is also used to create travel
funding partners.
planning itineraries for conventions, groups, travel professionals and
leisure travelers.
Integrate Cultural Tourism: Provide consistent cultural messages for
other SCVB marketing/PR programs. Work closely with Tourism Develop-
Support Fresh Sheet Program: Work with the Market the Arts Task
ment and the Public Relations departments to capitalize on the widespread
Force, composed of regional arts marketing professionals, and project man-
appeal of cultural tourism, which enables SCVB to generate positive news
agement partner BeDynamic to provide the monthly “Fresh Sheet” program
stories and promote appropriate cultural travel offerings to the professional
of cultural event information distributed to all regional hotel concierges and
travel trade.
other interested industry professionals.
Serve as a Resource: Serve as a resource and training partner for
Produce Cultural Hot Sheet: Produce and distribute the monthly
community arts and heritage groups. Offer presentations on the value of
cultural “Hot Sheet” to hospitality sales and marketing professionals and
cultural tourism and strategies on how best to market programs to visitors.
the tourism trade, offering first news of major upcoming arts and cultural
events in the greater Seattle area over the next
12 months.
“Garrison Keillor once said that all tourism is cultural tourism. We travel to
Strengthen Cultural Cascades Part-
experience a destination’s unique history, the art that defines a region and
nership: Collaboratively manage the
Cultural Cascades regional cultural tour-
the culture that gives us insight into a community’s character and sense of
ism marketing partnership with Vancouver place. Seattle has one of the great cultural communities in the country and
B.C., Tacoma, Portland, Eugene, and is adding cultural attractions at a dizzying pace. 2007 will be a banner year
travel partner Amtrak Cascades. Develop with the opening of the expanded Seattle Art Museum and new Olympic
regional cross-marketing programs, create Sculpture Park. It is a great place to visit and experience.”
advertising and marketing tools and work
together to effectively promote the region Jim Kelly
as a prime cultural destination. Maintain Executive Director, 4Culture
www.culturalcascades.com.
37
cultural tourism Marketing Plan
marketing services
To further enhance Seattle’s tourism profile,
SCVB launched the new brand, metronatural, in
2006, accompanied by a new generation of promo-
Marketing Services

tional tools including photography, brochures and


guides, web site content, advertising and more.

In 2007, this powerful brand platform will help


Seattle’s destination marketing team maximize

Photo by: Ken Grant


awareness of the city, region and of SCVB mem-
ber businesses.

The SCVB Marketing Services Department will


continue to build exposure for metronatural Left to Right: Sarah Lee, Elias Calderon, Lara Dickson
throughout the year while simultaneously harness-
ing the new brand as a marketing advantage for
Seattle and the region. Strategies and Actions
Targeted Convention Trade Ad Campaign
A particular emphasis will be placed on the important meetings and conventions market
that serves as the economic engine for the regional tourism industry. A $300,000
convention trade advertising campaign will run throughout 2007, targeting key meeting
planner audiences.

Leisure Travel Ads


Position brand-themed ads in leisure travel publications that promise the greatest ROI;
explore cooperative advertising with SCVB members and marketing partners.

Enhance SCVB Web Site


1 : having the characteristics of a Expand new 1,000-plus page destination web site for visitors, meeting planners, profes-
sional travel planners, media and SCVB members. Enhance navigation, provide the
world-class metropolis within wild,
option to download all SCVB collateral material and provide additional resources that
beautiful natural surroundings will position visitseattle.org as the primary resource for travel to Seattle.
2 : A blending of clear skies and Establish Strategic Partnerships
expansive water with a fast-paced Work with members, partners and the Seattle community to maximize the reach of
city life - n. 3 : one who respects the combined audiences.

environment and lives a balanced Strengthen Competitive Advantage


Utilize the metronatural brand to differentiate and clearly articulate Seattle from com-
lifestyle of urban and natural peting destinations and distinguish it from many previous misconceptions. The brand
experiences 4 : Seattle will align Seattle’s beauty, bounty of attractions and unique civic personality with a
marketable visitor experience.
38
Civilization.
As nature intended.

Civilization. As nature intended.

Seattle is a city like no other. It’s a place where salmon


swim upstream in the middle of town. Where bald eagles
share the sky with jet planes. It’s where vibrant city and the
Seattle is a city like no other. It’s a place where salmon
wonders of nature combine to create a place that’s as
unique as it is unforgettable. In Seattle, each day changes

swim upstream in the middle of town. Where bald eagles


your perspective on the next. So even when you’re window-
shopping one day, the experience of kayaking the day

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.

wonders of nature combine to create a place that’s as


unique as it is unforgettable. In Seattle, each day changes
your perspective on the Seattle’s
next. So even
Convention and Visitors when
Bureau you’re window-
shopping one day, the experience of kayaking the day
Discover metronatural at www.visitseattle.org

before stays with you. That’s because once you visit a place
like Seattle, it never truly leaves you.

Seattle’s Convention and Visitors Bureau


Discover metronatural at www.visitseattle.org
39
39
Marketing Services Marketing Plan
seattle super saver
In its 16th season, Seattle Super Saver continues to grow and has from 2004. The largest share of travelers making reservations made
positioned itself as the alternative hotel distribution system for them directly with the property, but this also declined in frequency
hotels and visitors alike. Now offering 86 hotels in and around compared to the prior year (Source: TIA – TravelCom 2006).
Seattle Super Saver

Seattle, from budget-conscious properties to five-star, full-service


hotels, Seattle Super Saver distinguishes itself from its competitors As of November 2006, Seattle Super Saver had produced a record
by the high level of service offered through www.seattlesupersaver. $9.2 million in hotel revenue and more than 80,000 room nights
com and its call center, which is operated seven days a week. since the online program was revamped in late 2003. The traffic to
the website continues to grow with an average of 550,000 unique
One-quarter of travelers who booked accommodation reservations did visitors per year.
so online in 2005, up 9 percent from the previous year. Hotel chain
websites were used most often to make Internet reservations, followed In May 2006, a new look and feel for Seattle Super Saver was
by other online booking services (such as online travel agencies and unveiled. After gathering feedback from visitors for more than
mega travel sites). Nearly as many travelers booking lodging reserva- two years, the new site introduced a wealth of information
tions used chain 800 telephone numbers, but this was down 5 percent geared toward travelers planning their vacations. Six new sec-
tions provided detailed information on Seattle attractions, shop-
ping, dining, arts, cultural and sports events.
Traveler’s tips as well as general information,
maps and transportation options were also
added. This expansion has positioned Seattle
Super Saver as not only a hotel booking site
but also as a one-stop resource for planning
and buying travel.

Strategies and Tactics


Expand Geographic Inventory: Continue
to expand throughout the Seattle metro area
with a diverse offering of hotels catering to dif-
ferent market segments.

Continue to Grow Organically in


Photo by: Carl Murray

Search Engines: Maximize our positioning


on search engine results in order to drive incre-
mental traffic and revenue at a lower cost.

Website Content: Continually update and


Left to right: Tanya Seeburger, Steve Jaquith, Cheryl Fischer. provide relevant destination information for
Not pictured: Rosie Ching, Yolanda Gordon. visitors planning trips in order to increase the
look-to-book ratio and become a one-stop alter-
Seattle Super Saver Reservation Team
native for travelers.

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.

Add packaging or Promotional Compo-


nent: Explore package distribution in conjunction
with attractions, retail, restaurants and sports and
cultural organizations, offering travelers a unique
and attractive add-on to their hotel stay.

Continually Improve Technology: Enhance


the current technology platform in order to provide
visitors with a fast, reliable user interface as well as
an efficient and personalized experience when call-
ing the Seattle Super Saver phone center.

E-mail Marketing: Continuously promote offers


from member hotels through the Seattle Super Saver
e-mail marketing database, targeting special events,
holidays or need periods.

Seattle Super Saver Seattle Super Saver


Net Revenue Nov 2003 - Oct 2006 Net Room Nights Nov 2003 - Oct 2006

$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

Web Call Center Web Call Center

41
Seattle super saver Marketing Plan
seattle sports commission
Commission
analysis

Support Seattle Sports


Sports have changed the landscape of Seattle over the past decade, but
have only begun to tap into its potential in this region.
Industry
TourismSports

Seattle is the birthplace of many revolutionary ideas that turned into

Photo by: Nick Gunderson


some of the greatest innovations of the past century. The people of this
city have had an impact on flight, technology, music and other ground-
breaking discoveries that shape lives around the globe. Surrounded by a
Seattle

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.

The 2010 Winter Olympics in Vancouver have clearly awakened Mission


Seattle’s tourism industry and may serve as a catalyst for hosting The Seattle Sports Commission’s (SSC) mission is to
world-class events with enormous economic impact. During a joint create economic development in the Puget Sound region
meeting in Vancouver, the board of directors for Seattle’s Convention through sports.
and Visitors Bureau and Tourism Vancouver voted unanimously to study
the viability of bidding on international competitions such as World Cup Situation Analysis
Soccer, a World’s Fair and the Summer Olympics.
Sports are critical components of the multi-billion dollar
Seattle has hosted All-Star games, NCAA Final Fours and the Goodwill tourism industry in Western Washington. Seattle’s reputa-
Games, but what has it done lately? Mega-events such as the World tion as a world-class destination is enhanced by assets such
Cup, Olympics, Super Bowl, NASCAR, college bowl games and others as its professional franchises, endless ecotourism opportu-
would offer major economic benefits for the community and country, but nities, boating, golf and winter sports.
a can-do attitude is needed to stay in the running. Seattle needs to see
itself as the host of such events. The importance of a destination’s sports and recreation
offerings extends beyond visitors watching a game at a local
Just like Atlanta, Los Angeles, Salt Lake City and other major cities in stadium. Convention delegates and business and leisure
the United States, this region is capable of hosting international competi- travelers want to know what they can do once their meetings
tions. These types of events cost millions or billions of dollars, but would are over or their cruise is finished. Seattle’s wide variety of
provide an incredible return on investment. Each would place Seattle activities and attractions put it ahead of other destinations
among the world’s elite cities, but they require a financial commitment. and is often the reason a person chooses this city over others.

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.

Strategies and Tactics


Attract and Develop Events
The SSC explores opportunities to create and attract events for the Puget Sound region that
draw out-of-state visitors. SSC seeks business with the potential to stimulate economic devel-
opment, the viability in Seattle’s sports landscape, the ability to enhance the quality of life for
local residents and the benefit to a community-based charity.

Serve as Washington’s Sports Authority

Photo by: University of Washington


The SSC has a strong reputation in Washington and nationally as a leader in the sports
industry. The organization is driven by support from private and public entities that provide
the resources to serve as an economic engine in the Pacific Northwest.

Create Economic Development and Retention


From the Sonics to the NCAA to NASCAR, the SSC works on projects that create eco-
nomic growth in the region and help retain a strong corporate base. Sports and recreation
provide a direct and indirect financial benefit to the community. This includes the stadiums,
arenas and golf courses where competitions take place, which serve both as gathering places
and catalysts for growth.

Photo by: Boeing Greater


Preserve Seattle’s Sports Culture
The sports franchises are a part of Seattle’s culture, as are the outdoor recreation opportuni-

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.

Provide Return on Investment

Photo by: NASCAR-International Speedway Corp.


The SSC targets events that have a significant return on investment for the community,
particularly annual events with long-term financial benefit. This includes events that bring
thousands of participants and spectators during a traditionally slow period for the tourism
industry. This drives media exposure, creates sponsorship opportunities and leaves a lasting
legacy for the community.

Unite the Community


The SSC brings together the sports franchises, public officials, business leaders and others in
the Seattle area to help achieve the region’s potential.

Build Financial Resources for Attracting Events


The Seattle Sports and Event Fund (SSEF) is a nonprofit (501(c)3) organization created by
the SSC to promote amateur athletics and fitness-related programs. Funds from the SSEF
Photo by: Seafair

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

DATE EVENT PLACE

KeyArena,
Feb 28 – Mar 3, 2007
CALENDAR

WIAA Boys High School State Basketball Championship


Bank of America Arena

Apr 23 - 25 / 2007 PAC-10 Women’s Golf Championship Seattle

Apr 2007 - Oct 2007 Seattle Mariners Baseball Safeco Field

Apr 2007 - Oct 2007 Emerald Downs KeyArena

May 2007- Sept 2007 Seattle Storm Basketball KeyArena

July 2007 - Aug 2007 Seafair Seattle

Aug 20-26, 2007 Boeing Greater Seattle Classic (BGSC) TPC Snoqualmie Ridge

Sept 2007 T-Mobile Links Golf Tournament --

Sept 2007 – Jan 2007 Seattle Seahawks Football Qwest Field

Fall 2007 World Cyber Games Seattle

Oct 2007 – Apr 2007 Seattle Sonics Basketball KeyArena

44
SEATTLE SPORTS COMMISSION BOARD OF DIRECTORS

Doug Armintrout, Armintrout Corporation Andy Geiger Kirk Nelson, Qwest


Bob Aylward, Seattle Mariners Baseball Club Michele Grosenick, Clear Channel Patrick Patrick
Kim Bedier, Everett Events Center D. Wayne Gittinger, Lane Powell Pam Pearson, KCPQ
Mike Belcher, T-Mobile, USA, Inc. Jim Hill, Kemper Development Company Bruce Richards, USGA Board Member
Darren Berg, MTR Western Yogi Hutsen, Coastal Hotel Group John Rizzardini, Seattle Seahawks
Biff Brotherton, Brotherton Cadillac Elisabeth James, Westin Seattle Greg Root, SuperGraphics
Karen Bryant, Seattle Sonics & Storm Nick Keller, Keller Supply James E. (Jim) Schlueter, Boeing Commercial Airplanes
Mike Colbrese, WIAA Jim Kerr, DA Davidson & Co. Pete Shimer, Deloitte & Touche
Ed Cooney, Macy’s Northwest Katherine Kertzman, Seattle Southside Visitor Services Mark Shuken, Fox Sports Net, Northwest Region
Darlene Corkrum, Virginia Mason Medical Center Mitch Koch, Microsoft Corp. Dick Thompson
Ron Crockett, Emerald Downs Steve Leahy, Greater Seattle Chamber of Commerce Todd Turner, University of Washington
Bob Donegan, Ivar’s Kathy Lombardo, CH2M Hill Jim Weber, Brooks Sports
Pete Finlon Chad Mackay, Mackay Restaurants Don Welsh, Seattle’s Convention & Visitors Bureau
George Fleming Robert F. Marcovitch, K2 Sports John Woodin, KIRO TV
Bob Flowers, Washington Mutual, Retired Robert P. McCleskey, Sellen Construction Co.
Robert E. (Bob) Giles, Perkins Coie Gary McGill, Children’s Hospital

Partnerships Information Puget Sound level $25,000


Mt. Rainier level $10,000
The backbone of the Seattle Sports Commission is its extensive net-
work of partners. Olympic level $5,000
Cascade level $2,500
With the help of these partners, the Seattle Sports Commission aggres-
sively markets the region as a top destination for sports and recreational Partners at all levels will receive invitations to social functions, mention in
attractions. Only through this joint effort is the SSC able to make a SSC publications, recognition on the Seattle Sports Commission website
distinct impact on the Seattle area’s economic development. (www.seattlesports.org) and participation in the annual golf outing.

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

Michael DeAtley Joan Magnano-Damm


Chief Financial Officer Convention Sales Manager
(206) 461-5821 (206) 461-5889
mdeatley@visitseattle.org jmagnano-damm@visitseattle.org

Joy M. Sherard Tim Quigley


Accounting Accounting Manager Convention Sales Manager
Michael DeAtley, Joy Sherard (206) 461-5831 (206) 461-5838
jsherard@visitseattle.org tquigley@visitseattle.org
Administration
Kathleen Shepard Tasha Sawabini
Convention Sales
Convention Sales Manager
Human Resources Joan Cahill, CMP
(206) 461-5836
Susan Treder tsawabini@visitseattle.org
Director, Special Projects
(206) 461-5834
Information Services Stephanie Trout
jcahill@visitseattle.org
Mark Nold, Alan Motley Convention Sales Manager,
Washington D.C. Office
Janet Hunter
(571) 748-4952
Director of Sales
Back row, left to right: strout@visitseattle.org
(206) 461-5802
Susan Treder, Michael DeAtley jhunter@visitseattle.org
Julia Smith
Front row, left to right: Sales Systems Coordinator
Alison LaFollette
Joy Sherard, Mark Nold, (206) 461-5847
Director, Washington D.C. Office
Kathleen Shepard, Alan Motley (410) 535-7500
jsmith@visitseattle.org
alafollette@visitseattle.org
46
Lauren Curtin Human Resources Rosie Ching Seattle Sports
Convention Sales and Services Housing Coordinator Commission
Coordinator Susan Treder (206) 461-5862
(206) 461-5829 Manager, Human Resources & rching@visitseattle.org Ralph L. Morton
lcurtin@visitseattle.org Special Projects Executive Director
(206) 461-5825 Cheryl Fischer (206) 461-5819
Julianne Gaffield streder@visitseattle.org Housing Coordinator rmorton@seattlesports.org
Convention Sales and Services (206) 461-5866
Coordinator Information Services cfischer@visitseattle.org Tasha Sawabini
(206) 461-5835 Sports Conventions and Events
jgaffield@visitseattle.org Mark Nold Yolanda Gordon Sales Manager
Director, Technology Services Housing Coordinator (206) 461-5836
Season K. Hansen (206) 461-5851 (206) 461-5827 tsawabini@visitseattle.org
Convention Sales and Services mnold@visitseattle.org ygordon@visitseattle.org
Coordinator
Kati Wescott
Alan Motley Project Manager
(206) 461-5848 Tanya Seeburger
System Services Coordinator (206) 461-5844
shansen@visitseattle.org Housing Coordinator
(206) 461-5808 kwescott@seattlesports.org
(206) 461-5839
Convention Services amotley@visitseattle.org tseeburger@visitseattle.org
Kara Mulflur
Kae H. Block, CMP Marketing Services Membership Marketing Coordinator
Director, Convention and Visitor and Seattle Super Saver (206) 461-5803
Services sscmarketing@seattlesports.org
Steve Maris
(206) 461-5874 Elias Calderon
kblock@visitseattle.org Director, Marketing Services
Membership Director Tourism
(206) 461-5872
(206) 461-5822 Development
smaris@visitseattle.org
Adriane O. Friedman ecalderon@visitseattle.org
Brad Jones, CTP
Convention Services Manager Rosemary Rasp Director, Tourism Development
(206) 461-5846 Lara Dickson UK, Europe and Australia
Member Services Manager
afriedman@visitseattle.org Creative Services Manager
(206) 461-5824 (206) 461-5816
(206) 461-5873
rrasp@visitseattle.org bjones@visitseattle.org
Ann Peavey ldickson@visitseattle.org
Manager, Citywide Concierge and Public Relations Michael Kurtz
Visitor Center Sarah N. Lee Director, Tourism Development
(206) 461-5885 Marketing Coordinator David Blandford, APR Asia and Latin America
apeavey@visitseattle.org (206) 461-5849 Director of Public Relations (206) 461-5817
slee@visitseattle.org (206) 461-5806 mkurtz@visitseattle.org
Susan Ranney dblandford@visitseattle.org
Convention Housing Manager Susan Ranney Marj Snyder
(206) 461-5894 Convention Housing Manager Heather Bryant Director, Tourism Development
sranney@visitseattle.org (206) 461-5894 Public Relations Manager USA and Canada
sranney@visitseattle.org (206) 461-5805 (206) 461-5804
Cultural Tourism hbryant@visitseattle.org msnyder@visitseattle.org
Steve Jaquith
Tracey Wickersham Senior Housing Coordinator Matt Wakefield Joshua Ratliff
Director of Cultural Tourism (206) 461-5870 Senior Public Relations Coordinator Senior Tourism Development
(206)461-5812 sjaquith@visitseattle.org (206) 461-5820 Coordinator
twickersham@visitseattle.org
mwakefield@visitseattle.org (206) 461-5815
jratliff@visitseattle.org
47
SCVB Staff list Marketing Plan
Tourism Industry analysis

Photo by: Carl Murray


seattle’s convention
and visitors bureau
SCVB Executive Committee
Board of Left to right: Don Welsh, Kevin Hylton, Jim Treadway, Yogi Hutsen,

Directors
Carla Murray, Jeffrey Wright.
Not pictured: Frank Finneran, Irv Sandman

Chair: Kevin Hylton Darrell Bryan Nancy Finch


Chief Financial Officer Executive Vice President General Manager
Jeffrey Wright Ackerley Partners, LLC & General Manager Renaissance Seattle
Chairman 601 Union St. Suite 3003 Clipper Navigation, Inc. 515 Madison Street
Space Needle Corporation Seattle, WA 98101 2701 Alaskan Way, Pier 69 Seattle, WA 98104
203 6th Ave. N Seattle, WA 98121
Seattle, WA 98109 Irv Sandman, Esquire David Gudgel
Graham & Dunn John Christison Vice President and COO
Past Chair: Pier 70, 2801 Alaskan Way, Ste. 300 President Shore to Sea Services, LLC
Seattle, WA 98121 Washington State Convention 2255 Harbor Avenue SW
Carla Murray & Trade Center Seattle, WA 98126
Regional Vice President Craig Schafer 800 Convention Place
Starwood Hotels Owner Seattle, WA 98101 Pete Indahl
1400 Sixth Ave. Hotel Ändra Director, CLM Pacific NW District
Seattle, WA 98101 2000 Fourth Ave. Dennis Clark American Express Establishment Srvcs.
Seattle, WA 98121 General Manager 5114 Pt. Fosdick Dr. N.W. #E
Executive Committee: The Fairmont Olympic Hotel PMB #294
James Treadway 411 University Street Gig Harbor, WA 98335
Frank Finneran Chief Executive Officer Seattle, WA 98101
President
MTM Luxury Lodging Deborah Jacobs
Frank K. Finneran & Company Kevin P. Cooney City Librarian
3435 Carillon Point
2100 Third Ave. Ste. 2206 Sales Manager Seattle Public Library
Kirkland, WA 98033
Seattle, WA 98121 NW Cable News 1000 Fourth Avenue
Directors: 333 Dexter Ave. N. Seattle, WA 98104
Yogi Hutsen Seattle, WA 98101
President Paul Allen Chad Mackay
Coastal Hotel Group Vice President, Alaska Marketing Jan Drago President & COO
2101 Fourth Ave., Ste. 2250 Holland America Line Councilmember Mackay Restaurant Group
Seattle, WA 98121 300 Elliott Ave. W Seattle City Council 10 Harrison St., #311
Seattle, WA 98119 PO Box 34025 Seattle, WA 98109
Seattle, WA 98124-4025
48
Karl Kruger
General Manager
The Edgewater
notes, ideas, brilliant thoughts
Pier 67, 2411 Alaskan Way
Seattle, WA 98121

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

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