BellinghamWHATCOM COUNTYBellingham Whatcom County Tourism 2011 Year-End Report

LeadershipExecutive CommitteeChair: Trey Campbell, Hampton InnVice Chair: Randi Axelsson, Silver Reef Hotel • Casino • SpaSecretary: Sharon Baker, Key BankTreasurer: Lance Calloway, Whatcom Sports Commission Past Chair: Drew Schmidt, San Juan Cruises

Board MembersDiana Bakkom, WWU University Conference ServicesJim Baron, Northwest Washington FairPete Coy, Whatcom EventsMarv Fast, Red Barn Lavender FarmWes Herman, Woods CoffeePete Kremen, Whatcom County CouncilKim Laskey, Mount Baker TheatreCarole MacDonald, The Inn at Mt. BakerBob Nelson, Anthony’s at Squalicum HarborLarry Wickkiser, Airporter Shuttle / Bellair Charters

Ex-Officio Board MembersCarolyn Casey, Port of BellinghamGuy Occhiogrosso, Ferndale Chamber of CommerceKen Oplinger, Bellingham / Whatcom Chamber of CommerceStan Snapp, Bellingham City CouncilGary Tomsic, Blaine City Manager

BWCT StaffPresident & CEO: Loni Rahm loni@bellingham.orgDirector of Marketing: Jacqueline Cartier jacqueline@bellingham.orgVisitor Services Manager: Cheryl Collins cheryl@bellingham.orgMember Sales & Services Director: Mike Mors mike@bellingham.orgExecutive Assistant: Angie Wrzesinski angie@bellingham.orgMarketing Coordinator: Tony Briggmin tony@bellingham.org* Visitor Information Coordinator: Becca Verda becca@bellingham.org* Marketing Assistant/Social Media: Amber Vinup amber@bellingham.org* denotes part time position

Marketing CommitteeChair: Randi Axelsson, Silver Reef Hotel • Casino • SpaAnnette Bagley, PR Contractor Cara Buckingham, Past Chair, Birch EquipmentMarie Duckworth, Port of BellinghamGalen Emanuele, UpFront TheatreLarry Farr, Whatcom County Realtors AssociationWendy LeBlanc, Blaine Tourism and Semiahoo ResortGuy Occhiogrosso, Ferndale Chamber of CommerceGary Vis, Lynden Chamber of Commerce

PR HighlightsHundreds of thousands of dollars worth of positive publicity about Bellingham and Whatcom County was

generated through-out 2011. Here are just a few of the highlights:

Marketing Highlights

Funding Partners Lodging taxes, paid by visitors who stay in area hotels, B&B’s, and campgrounds, comprise nearly 75% of the BWCT budget. Private sector support and earned revenue accounts for the remaining 25%.

NEW YORK TIMES“10 Restaurants Worth a Plane Ride”By Gisela WilliamsFrom new offerings by marquee chefs to more modest openings in out-of-the-way spots, here are 10 restaurants around the globe to keep an eye on in 2011. Features The Willows on Lummi Island.

MEDIA TOURS2011 was a year of great media relations success for the tourism bureau. The bureau hosted five media

tours, each with a theme: Outdoor Rec-reation, Ski to Sea, Golf and “Foodies Afloat” (done twice). These

tours were extremely cost effective due to bureau members and community support to host the travel writers. The resulting publicity was overwhelmingly successful, and will continue to be in years to come.

INDIVIDUAL TOURSThe bureau hosted dozens of writers during the course of 2011 on individual media tours/trips by providing personal/unique itineraries, background informa-tion and insight, direc-tions and contacts with organizations and businesses around Whatcom County. The writers and bloggers produced positive coverage of Bellingham and Whatcom County.

WEBSITEImprovements to www.bellingham.org include a major facelift and reorganization to the website’s overall layout, organization and colors, as well as a revamp to our online events calendar, media page, photo and video libraries, blogging capabilities, Bellingham Best Buys program, and social media widgets.

SOCIAL MEDIA AND COMMUNITY OUTREACH BWCT ramped up involvement with and within social media on Facebook and Twitter, significantly increasing the number of post-ings, links and engage-ments with followers. BWCT continues its bimonthly photo contest that engages and rewards the local community, as well as visitors to the area while helping build

our photo library.

CONFERENCES AND PRESENTATIONSStaff attended and participated in a variety of conferences, sales and media blitzes and presentations in Whatcom County, WA and throughout the country, such as GoWest, Pow Wow, Travel Blogger Exchange, Travel + Words, and WACVB Tourism Technology Summit.

Public FundsOther sources

City of BellinghamLodging Taxes: 49.7%

Visitor Center: 1.1%Co-ops/Marketing Programs: 6.7%

Membership: 7.9%

Publications: 8.5%

City of Lynden Lodging Taxes: 0.4%

City of Ferndale Lodging Taxes: 0.5%

City of Blaine Lodging Taxes: 1.3%

Port of Bellingham Economic Development: 1.5%

Whatcom County: 22.3%

2011 EXPENDITURES

Marketing: 46.7%

Member Services: 0.6%Facilities: 2.1%Office: 2.8%

General & Administrative: 3.7%

Personnel: 44.1%

FEBRUARY 1

OUTDOORS NW“Bellingham – Best Paddling and Adventure Town”By Sarah WyattEschewing the grand

sight of Mount Baker to the best of my ability, I crouched into a tall boulder on Sucia Island known as “the birth canal.”

THE VANCOUVER SUN“Somewhere Beyond the Mall”By Andrew McCredieUpon crossing back into B.C. following a recent long weekend excursion to the city of Bellingham, our family of four’s only declaration was what a great — and surprising — destination we had discovered.

NW YACHTING“Summer Cruising 2011 – Bellingham”By Marianne ScottThe first thing that strikes a boater when approaching the Port of Bellingham/Squalicum Harbor is its size. It’s BIG.

ENROUTE: AIR CANADA MAGAZINE“Quick Trip to Bellingham”By Alexandra RedgraveFive ways to get your fill at this unlikely foodie spot in Washington State. Features Taylor Shellfish Farms, The Willows on Lummi Island, Samson Estates, Quel Fromage and Boundary Bay Brewery.

SUNSET MAGAZINE“37 best places to live – Bellingham, WA: Play year-round”By Mike GrudowskiTo get a sense of the adrenaline-pumping possibilities around Bellingham, a seaside haven 90 miles north of Seattle, you need look only at the annual Memorial Day weekend Ski to Sea Race.

TODAY SHOW“Affordable Secret Island Getaways”Today Show featuring Lummi Island and the Willows Inn.

Creative strategies and use of emerging technologies have resulted in a higher level of engagement with travelers before, during and after their visit.

In 2011, long term funding contracts were negotiated with both the City of Bellingham

and Whatcom County — ensuring a stable funding

source for multi-year projects and marketing

campaigns.

APRIL 6 APRIL 25 JUNE 4 SEPTEMBER 1 JANUARY 7

2011 FUNDING SOURCES

NOVEMBER 7

BELLINGHAM WHATCOM COUNTY TOURISM 2011 YEAR-END REPORT

ADVERTISINGThe Bureau developed and implemented an ad plan in 2011 that integrated advertise-ments in a range of re-gional and national media including print, on-line, radio and social media. BWCT’s ads generate consumer requests, general interest, meet-ing leads, visitation to our website, and social media engage-ment. These ads help increase the awareness of the destination and room nights booked.

Without tourism, each U.S. household would pay nearly a

thousand dollars more each year in taxes.

Direct county-wide

visitor spending exceeds $435

million per year!

Visitors to Whatcom County contributed over $7 million in city and county taxes, and more than

$25 million in state taxes.

The Bellingham Whatcom County

visitor industry generates more than

6,300 local jobs.

Travel writers enjoy

lunch and wine tasting

at Samson Estates

during a media tour in

July, 2011.

VISITORS GUIDE70,000 copies of the annual Bellingham / Whatcom County Visitors Guide were produced and distributed in 2011 — pro-viding visitors with information about attractions, recreation, lodging, restaurants, events and services. Guides are available at 175 visitor centers and distribu-tion points throughout Washing-ton, Alaska, and British Columbia. They are mailed free of charge to visitors upon request, and can be downloaded from our website, and found at hundreds of area businesses, government buildings, regional chambers, and in hotel rooms and front desks around Whatcom County.

BELLINGHAM WHATCOM COUNTY TOURISM 2011 YEAR-END REPORT

VISITOR INFORMATION BROCHUREThe Visitor Infor-mation Brochure (VIB) is a promotional and informational printed brochure that is produced monthly to assist visitors who are already here (in Whatcom County). The VIB includes information on dining, events, parks, theatres, casinos and other activities/locations. Over 3,000 are produced each month (or more for special events); it is distributed through over 100 sites through-out Bellingham and Whatcom County.

EDIBLE WHATCOMProduced by the Tourism Bureau, “Edible Whatcom County” is a new binder-style resource book that helps visitors select places to dine while visiting our area. Each of our restaurant members were given the opportunity to have their own formatted page included in this binder. The pages featured up to 10 menu items that they selected to highlight, along with hours of operation, address, phone number, and other handy bits of informa-tion. “Edible Whatcom County” is available at over 60 locations, including the Potter Street Visitor Center, local visitor centers and Chamber of Commerce offices, and at lodging partners through-out Whatcom County.

TASTE OF TOURISMMay 2011 marked the 3rd Annual Taste of Tourism luncheon, featuring 17 restaurants and caterers offering their favorite dishes to nearly 200 people in attendance. Lunch was preceded by a social media trends forecast and the presentation of the inaugural Destination Marketing Partnership Award — given to Riley Starks in recognition of the national media attention generated on behalf of The Willows Inn, Lummi Island, and the region. The spring event has become so popular, the Bureau initiated a Fall Taste of Tourism, held at the Squalicum Boathouse in November.

VISITOR INFORMATION CENTERPersonalized information services are available at the Potter Street center, open daily from 9-5, and at the Cruise Terminal on Alaska Ferry arrival/departure days.

The Bureau also maintains self-serve information kiosks at the Bus/Train station, and the Bellingham Air-port; distributes Visitors Guides and other brochures throughout the region, and provides visitor resources at a variety of special events — such as WWU Back to School, Baker Blast, and others.

Publications, Member & Visitor ServicesProviding quality service to visitors is crucial to a positive travel experience – which results in longer stays and repeat visitation.

MEMBER FORUMSThe Tourism Bureau facilitates quarterly forums geared toward our Lodging and Food Services members. In addition to industry updates, guest speakers and industry professionals, member networking is encouraged. Sharing of ideas also makes for some lively conversation. Throughout the years, attendance has grown at both forums.

Consumer trade shows provide Bureau staff and members with excellent opportunities for face-to-face interaction with repeat visitors as well as potential travelers to our area. Thousands of people learned more about Bellingham and Whatcom County through our participation in the Seattle Golf & Travel Show, the Vancouver Outdoor Adventure and Travel Show, The West Coast Women’s Show (Vancouver), Seattle Bike Expo, and Two Nation Vacation Travel Trade Shows in Portland and Seattle.

BELLINGHAM WHATCOM COUNTY TOURISM | 904 POTTER ST., BELLINGHAM, WA, 98229 | 360-671-3990 | BELLINGHAM.ORG

BELLINGHAM WHATCOM COUNTY TOURISM 2011 YEAR-END REPORT