2018-2022 strategic tourism plan process (2016/17)

Welcome!

TOURISM 2.0 TOURISM 2.0 – WHAT IS IT?

• New inter-agency collaborations and external

resources

• New focus on developing regional experiences and

action plans • County Parks, Recreation and Tourism (SCPRT)

• Expanded investments in new tourism marketing

and communications• Snohomish County Tourism Bureau (SCTB)

TOURISM 2.0 STP ROLES AND RESPONSIBILITIES

SCTB

Destination Marketing

and Promotion

Marketing, Promotion and Advertising

Branding

Website and Social Media Engagement

Tourism Research

Public Relations and Communications

Meetings, Conventions and Groups

Marketing and Sales

Sporting Events Marketing and Sales

Visitor Services

Collateral Materials

Statewide Cooperation

Industry Education

SCPRT

Sustainable Destination

Development

Sustainable Regional Destination

Development, Marketing and Promotion

Regional Bike Trail Network

Visitor Capacity Planning

Trails and Trail Town

Development

Mobile Connectivity and Open Data

Visitor Wayfinding

Lodging and Facility Options

Aviation District and

Commercial Air Service

Events and Festivals

Seasonality

Infrastructure Gaps

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Wayfinding - Paine Field Aviation District

Paine Field Aviation District

Attractions:

• Flying Heritage and Armor

Museum

• Future of Flight & Boeing Tour

• High Trek Adventures

• Historic Flight Foundation

• Museum of Flight Restoration

Center

Paine Field Aviation District

Partners:

• City of Everett

• City of Mukilteo

• Mukilteo Chamber of Commerce

• Paine Field Aviation District

Lodging

SKYKOMISH – SNOHOMISH RIVERS RECREATION COALITION

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

2018-2022 STRATEGIC TOURISM PLAN

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

WHAT DIDN’T WORK

TOURISM 1.0 – ZONES OF EXPLORATION

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

TOURISM 2.0

“BASECAMP

COMMUNITIES”

“SKYKOMISH-

SNOHOMISH

RIVER VALLEYS”

“STILLAGUAMISH-

SAUK RIVER

VALLEYS”

TOURISM 2.0: WHAT WE LEARNED

“COASTAL

COMMUNITIES”

SNOHOMISH COUNTY TOURISM SUMMIT 2018

TOURISM 2.0

“BASECAMP

COMMUNITIES”

“SKYKOMISH-

SNOHOMISH

RIVER VALLEYS”

“STILLAGUAMISH-

SAUK RIVER

VALLEYS”

UNINCORPORATED

SNOHOMISH CO.

LOCAL LODGING TAXES FOR 2017

“COASTAL

COMMUNITIES”

$504,547.47

$422,513.22 $1,876,468.47

$184,293.51

$213,930.82

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Welcome!

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

SCPRT and SCTB:Enhanced Inter-Agency Collaboration

TOURISM 2.0 STP ROLES AND RESPONSIBILITIES

SCTB

Destination Marketing

and Promotion

Marketing, Promotion and Advertising

Branding

Website and Social Media Engagement

Tourism Research

Public Relations and Communications

Meetings, Conventions and Groups

Marketing and Sales

Sporting Events Marketing and Sales

Visitor Services

Collateral Materials

Statewide Cooperation

Industry Education

SCPRT

Sustainable Destination

Development

Sustainable Regional Destination

Development, Marketing and Promotion

Regional Bike Trail Network

Visitor Capacity Planning

Trails and Trail Town

Development

Mobile Connectivity and Open Data

Visitor Wayfinding

Lodging and Facility Options

Aviation District and

Commercial Air Service

Events and Festivals

Seasonality

Infrastructure Gaps

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

SCTB Scope of Work

• Marketing Strategies, Programs and Campaigns

Website

Social media engagement

Collateral and brochure development and

distribution

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

• Direct Sales Efforts

Trade shows

Sales missions

Direct sales activities

Membership organizations

• Media Relations

• Visitor services / convention and event services

• Stakeholder Education

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

• Branding

• Advertising and cooperative marketing opportunities

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

The STP identified the top trending markets:

• Millennials

• Active adventurers

• Bleisure

• Multi-generational travelers

• Shopping tourism

• Athletic events

• Walk ‘n roll

• Collaborative Consumption

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Tyler Chism & Laura Chism – Milltown Creative

Todd Gibson & Victoria Barylskaya – Gibson Media

Welcome!

Creative Design &Content Creation

SNOHOMISH COUNTY TOURISM

HELLO, THERE!We’re Milltown Creative Co. and we’re a

friendly bunch of creative professionals from Everett.

About Us

• We’re born and raised in Snohomish County

• We’re visual artists and content producers

• We understand tourism

Our Creative Ethos

Create Delight“Keep in mind that people forget the words you speak to them, but remember how you have made them feel” - Maya Angelou

Provide Value• Give before you ask

• Get to know your audience

• Learn what they want and give it to them, no strings attached

• Be a welcome addition to our audience’s day

Keep it Simple• Creative work should be

poignant with a clear information hierarchy

• If something doesn’t add value to the user’s experience, then it doesn’t belong

Be Consistent• With the brand visuals, voice,

and personality

• Deliver on promises

2018 Scope of Work

Re-Envision the Brand

Create an authentic

brand strategy

Identify our ‘tribe’ and

build corresponding

personas to help guide our

strategy

Create a voice and point-of-view for our

brand

Create a compelling,

usable visual language

Regional Branding

Study regional assets and unique

personalities

Create a complementary identity for each

region

Content Marketing

Create a content marketing

strategy that supports our overall brand

strategy

Develop 3-5 pieces of content

per week that are compelling

to our target audience

Measure outcomes

Advertising Creative

Develop on-brand creative assets and campaigns for ad

placements managed by Gibson Media

Public Relations

Develop advocates and

continue to build strong relationships

with them

Do the work for them

Create a media and public relations

strategy and plan

Assist with the New Website

Develop visual assets and marketing copy for

use on a new web platform

Progress to Date

Relevant Consumer Trends

Transformative travel

The Enlightened

Explorer

The Enlightened Explorer

• Interested in visiting Seattle or the Pacific Northwest.

• Or live in Seattle and are interested in getting out of the city.

• People that don’t follow the herd.

• Not interested in a manufactured experience, would prefer to experience the place as a local.

• Seeks mental and physical wellness and awareness or interest in the role of the outdoors in providing this.

• Interested in Pacific Northwest culture and values.

OUR IDEAL VISITOR

• Values the outdoors, as an asset for recreation and as something to be preserved.

• Supports brands that are responsible and inclusive.

• Prefers to patronize small businesses over large chain stores.

• Enjoys interesting food and drink.

• Seeks personal growth as a result of their trip.

Outdoor Adventurers

This visitor’s primary motivation for travel is outdoor recreation.

• Adrenaline Seekers(rock climbing, mountain biking, sky diving, back-country snowboarding, etc.)

• Outdoorsperson(hunting, fishing, etc.)

• Casual Outdoor Recreation Seekers(hiking, skiing, snowshoeing, etc.)

Pacific NorthwestExplorers

This visitor’s primarily motivation for traveling is exploration.

• Walk and Roll

• Multi-generation Travel

• Millennials

Attraction and Event-based Visitors

This visitor is primarily motivated to come to Snohomish County by a specific attraction or event.

• Sporting Events

• Festivals

• Gaming Tourism

• Shopping Tourism

• Aviation Museums

• Business Events and Conferences

Next Steps

Welcome!

S N O H O M I S H C O U N T Y T O U R I S M

Media Strategy &Tactics

Creative/right-brain

TODD

VICTORIA

Account Management Team:

We’re Gibson Media, a strategic mediateamlocatedinPioneerSquare.

Creative/right-brain

DESTINATION MARKETING:

• To u r i s m Wa l l a Wa l l a

• A l l i a n c e f o r P i o n e e r S q u a r e

• I n t e r n a t i o n a l D i s t r i c t ( C h i n a t o w n )

• C i t y o f We s t p o r t

• N e w a r k ( G N C V B )

• F r i e n d s o f Wa t e r f r o n t S e a t t l e

• S o u t h L a k e U n i o n

• H o p e 2 5 3 ( P i e r c e C o u n t y )

• T h e C o u n t r y o f D e n m a r k

You are working with a team who…

Benefits to Snohomish County

Knows how to bring new money into a region.

Understands how to work with LTAC, TPA, CVB’s,

Cities, County Governments, and creative

partners.

Can leverage destination tactics that have proven

effective to help Snohomish County.

Knows how to reach distinct populations and save

Snohomish County money.

Depth over width:

• Concentrate media dollars

• Build frequency with our core audience

• Data driven approach: optimize as we go

High Level Strategy

Audience Identification:

Distill and target keypersonas in partnershipwith Milltown

Portland-4+hourdrive VancouverBC- 3+hourdrive

Portland, Vancouver, BC + Eastern WA:

• Portland, Vancouver B.C., and Eastern WA are far enough away thataccommodations off I-5 are convenient.

Eastern,WA- 3+hourdrive

Market Selection:

Seattle Bellevue

Seattle and Bellevue:

• In order to raise awareness among local residents and increase day

visitation, both Seattle and Bellevue will serve as important markets.

Market Selection:

• With flights coming to Paine Field in the fall, we willcapitalize on corporate airline marketing initiativeswith Digital campaigns in Denver & San Francisco.

Vancouver BC - 3+ hour

drive

Portland - 4+ hour

driveDenver SanFrancisco

Denver

Denver & San Francisco:

PaineField

Market Selection:

(Display/Mobile/Video/SEM/Social)• Control exact parameters

• Meet performance goal: increase web traffic andsocial media engagement

• Optimize for tactics that perform

• Measurable: detailed reporting is available

(Select Media Publications for 2018withmoreoptionsin2019)

Media Selection:

Data driven selection + Continual optimization

Approach

Digital Tactics

Behavioral: Reaching the Enlightened Explorer

Targets online users who display the following behaviors regardless of which website they are browsing

Digital Data Layers:

• Follow & re-message users that have been to www.snohomish.org website

• Continue the conversation with users who have shown interest

Re-Targeting:

• Serve ads to employees at major corporations with

pre-determined IP addresses.

• Reaching the Tech Savvy Millennial; converting day

travelers to overnight travelers with this market

Reaching: Bleisure / Tech Savvy Millennials

‣ Amazon‣ Nike‣ Microsoft‣ Lululemon

IP Targeting:

Mobile Behavioral Targeting:

• Target identified personas

through data partners

Mobile Tactics:

In-App Examples:

• Mobile device ID Capture

• Re-messaging them later

• Gain repeat business from event

goers, hikers, shoppers, etc.

Geo Targeting by Device:

Mobile Geofencing:

• Visually engaging

• Targeted

• Links the viewer directly

to the Snohomish County

website

• Measurable

Digital video provides the perfect medium to tell the Snohomish County Story:

Digital Video:

• Increase daily engagement on Facebook, Instagram and Youtube

• Leveraging User-generated content & virtual word-of-mouth

• Social media events can help convert day-trip traffic to overnight stays

Social Media:

• Reach people who are actively searching for outdoor getaways and activities in the region.

• Pay Per Click Strategy: Hundreds of keywords and dozens of AdGroups

• Keywords optimized to conversions

Search Engine Marketing:

SAMPLE KEYWORDS

HIKING NEAR SEATTLE

THINGS TO DO NEAR SEATTLE

HOTELS NEAR SEATTLE

Measurement

• Display: by tactic/month/size, etc.• Mobile: by device, demo, gender,

session length, etc.

• Video: by session, completion rate,engagement activities, etc.

• Social: by likes, shares, reposts, etc.

• SEM: (hundreds of keywords)

Measurement:

Looking Ahead:Regional Campaigns

TOURISM 2.0

“BASECAMP

COMMUNITIES”

“SKYKOMISH-

SNOHOMISH

RIVER VALLEYS”

“STILLAGUAMISH-

SAUK RIVER

VALLEYS”

“COASTAL

COMMUNITIES”

SNOHOMISH COUNTY TOURISM SUMMIT 2018

• 2019 Regional Marketing roll-out

• Facilitate future co-op opportunities

Regional Campaigns:

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

David Beurle

Jim Haguewood

Lehna Malmkvist

May 15, 2018

Regional Destination Development Action

Planning

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Current and recent visioning and planning projects

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Current and recent visioning and planning projects

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Snohomish Countyx

Methodological Approach

DiscoveryDifferentiationCollaboration

Delivering the Outcomes

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Future iQ Scope of Work2017:

Baseline Assessment & Focus Groups

2018-2019

• Focus on Strategy 2.1 of the Strategic Tourism Plan

• Future Think-Tank Workshops

• Regional Sustainable Tourism Destination Development Action Plans

• Organizational Function, Structure and Funding

• Integration with Marketing and Promotions Strategies

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Snohomish County Baseline Assessment

HIGHLIGHTS

• There has been good progress and alignment in

2017

• Proposed strategies were strongly validated as

important

• Strong optimism about the Strategic Tourism

Plan’s potential

• Strong validation of regional approach

• Recognition of the importance of connecting

across regions

Recognition of the importance of

Sustainable Tourism as a key

underpinning philosophy and

approach.

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Snohomish CountySustainable Tourism Definition

• Is integrated with our local communities in a way that is respectful of our diverse heritage and culture;

• Provides visitors with authentic, place-based, educational experiences that leave them feeling enriched and inspired;

• Creates lasting financial and social benefits for local residents, businesses, and communities across our County;

• Is supported by public policies with organizational support and funding; and,

• Maintains, or contributes to, the health and vibrancy of our natural environment.

TOURISM 2.0

“BASECAMP

COMMUNITIES”

“SKYKOMISH-

SNOHOMISH

RIVER VALLEYS”

“STILLAGUAMISH-

SAUK RIVER

VALLEYS”

2018 VISITOR REGIONS

“COASTAL

COMMUNITIES”

SNOHOMISH COUNTY TOURISM SUMMIT 2018

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Destination Development Plan

Strategic planning to develop quality tourism destinations

offering remarkable products and experiences that are authentic,

driven by visitor demand, and exceed expectations.

Focuses on the supply side of tourism including:

• planning, policy and capacity building efforts

• addressing impediments to tourism growth

• product and event development

• access, infrastructure, and wayfinding

• tourism investment and funding

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

What are the most important factors that will shape the visitor experience in the future?

Your input…

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

What are the key drivers that will shape the resident’s relationship to the tourism industry?

Your input…

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

As society evolves, what new characteristics might define Sustainable Tourism in 10-15 years?

Your input…

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Snohomish CountySustainable Tourism Definition

• Is integrated with our local communities in a way that is respectful of our diverse heritage and culture;

• Provides visitors with authentic, place-based, educational experiences that leave them feeling enriched and inspired;

• Creates lasting financial and social benefits for local residents, businesses, and communities across our County;

• Is supported by public policies with organizational support and funding; and,

• Maintains, or contributes to, the health and vibrancy of our natural environment.

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Next Steps...

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Future Think-Tank Workshops4 Regional Events – June 18-21

• Determining how “future ready” we are

• Review of important global, national and local trends

• Exploration of the key “drivers” shaping the future

• Formation of four plausible scenarios for the future

• Identification of the preferred and expected future, and implications

• Action steps within the Strategic Tourism Plan framework

Registration Invitation - May 16, 2018

Pre-Think-Tank Survey – June 1, 2018

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Plausible

Scenario

Matrix

TOURISM 2.0

“BASECAMP

COMMUNITIES”

REGIONAL FUTURE THINK-TANK WORKSHOPS

Wednesday, June 20, 2018

9:00am – 4:00pm

Northwest Stream Center

at McCollum Park SNOHOMISH COUNTY TOURISM SUMMIT 2018

“STILLAGUAMISH- SAUK

RIVER VALLEYS”

Tuesday, June 19, 2018

9:00am – 4:00pm

Hadley Hall at the

Arlington Boys & Girls Club

“SKYKOMISH-SNOHOMISH

RIVER VALLEYS”

Monday, June 18, 2018

9:00am – 4:00pm

4H Building – Evergreen State

Fairgrounds

Thursday, June 21, 2018

9:00am – 4:00pm

Future of Flight Aviation

Center

“COASTAL

COMMUNITIES”

TOURISM 2.0

SNOHOMISH COUNTY TOURISM SUMMIT 2018

Project Information and Contacts

Project Information and Announcements

http://lab.future-iq.com/snohomish

Review the Snohomish Tourism Plan (STP)

https://snohomishcountywa.gov/3914/2018-2022-Snohomish-County-Strategic-Tou