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Tourism Strategic Plan – Snohomish County (2017)

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Tourism Strategic Plan – Snohomish County (2017) SNOHOMISH COUNTY STRATEGIC TOURISM PLAN 2018-2022 DRAFT November 20, 2017 CONTENTS Foreword ........................................................................................................................................................ 5 Introduction .................................................................................................................................................... 6 Executive Summary ....................................................................................................................................... 7 Performance Goals ...................................................................................................................................... 22 Strategic Tourism Plan ................................................................................................................................ 24 1. Destination Marketing and Promotion .............................................................................................. 25 1.1 Marketing, Promotion and Advertising .................................................................................... 26 1.2 Branding .................................................................................................................................. 29 1.3 Tourism Research ................................................................................................................... 33 1.4 Website and Social Media Engagement ................................................................................. 35 1.5 Public Relations and Communications .................................................................................... 37 1.6 Meetings, Conventions and Groups Marketing and Sales ...................................................... 39 1.7 Sporting Events Marketing and Sales ..................................................................................... 41 1.8 Visitor Services ....................................................................................................................... 43 1.9 Collateral Materials .................................................................................................................. 45 1.10 State-wide Cooperation ......................................................................................................... 46 1.11 Industry Education ................................................................................................................. 47 2. Destination and Product Development ............................................................................................ 49 2.1 Sustainable Regional Destination Product Development, Marketing and Promotion ............. 50 2.2 Regional Bike Trail Network, Facilities, Infrastructure, Amenities and Transport ................... 54 2.3 Trails and Trail Town Development ......................................................................................... 56 2.4 Visitor Capacity Planning / Traffic / Transportation ................................................................. 59 2.5 Mobile Connectivity and Open Data ........................................................................................ 61 2.6 Visitor Wayfinding .................................................................................................................... 62 2.7 Lodging and Facility Options ................................................................................................... 63 2.8 Aviation District and Commercial Air Service .......................................................................... 65 2.9 Events & Festivals …………………………………………………………………………………..67 2.10 Seasonality ……………………………………………………………………...………………….68 2.11 Infrastructure Investments/Gaps ............................................................................................ 69 2 CONTENTS (continued) 3. Cooperative Destination Marketing and Destination Product Development .................................. 71 3.1 Organizational Capacity and Alignment .................................................................................. 72 3.2 Snohomish County Department of Parks, Recreation and Tourism (SCPRT) ........................ 73 3.3 Snohomish County Tourism Bureau (SCTB) .......................................................................... 76 3.4 Snohomish County Lodging Tax Advisory Committee (LTAC) ...................................... ........ 78 3.5 Snohomish County Tourism Promotion Area (TPA) Board ..................................................... 80 3.6 Lodging Tax Program/Project Funding............................................................................. ....... 82 3.7 Strategic Tourism Plan and Annual Action Plans ............................................................... .... 84 Conclusion ................................................................................................................................................... 86 Appendices Importance of Travel & Tourism .................................................................................................................. 88 Open Up ...................................................................................................................................................... 91 Destination Marketing and Management Roles and Responsibilities ......................................................... 95 County Executive and County Council .................................................................................................. 95 Snohomish County Department of Parks, Recreation and Tourism (SCPRT) ..................................... 97 Snohomish County Tourism Bureau (SCTB) and Board of Directors ................................................. 100 Snohomish County Sports Commission and Board of Directors ........................................................ 104 Snohomish County Lodging Tax Advisory Committee (LTAC) ........................................................... 105 Snohomish County Tourism Promotion Area (TPA) and Board of Directors ...................................... 107 Tourism Funding and Revenue Flows ....................................................................................................... 110 Lodging Tax ........................................................................................................................................ 110 Source of Funds .................................................................................................................................. 110 The Small Fund ................................................................................................................................... 110 The Large Fund ................................................................................................................................... 112 Fund Administration ............................................................................................................................ 112 Allowed Uses of Lodging Tax Funds .................................................................................................. 112 Use of Lodging Tax Funds .................................................................................................................. 113 Award Process and Criteria ................................................................................................................ 115 Tourism Promotion Area Fund ............................................................................................................ 117 Public Facilities District Fund .............................................................................................................. 118 3 CONTENTS (continued) Strategic Tourism Plan Process ................................................................................................................ 120 Stage 1 - Strategic Conversations ...................................................................................................... 121 Stage 2 - 2010 STP Review and Performance Measurement ............................................................ 122 Stage 3 - Consumer Research, Visitor Survey and Brand Assessment ............................................. 126 Stage 4 - Destination Assessment ...................................................................................................... 141 Stage 5 - Situational Analysis ............................................................................................................. 144 Stage 6 - Visioning Workshop ............................................................................................................. 151 Stage 7 - Recommendations and Review ........................................................................................... 153 Stage 8 - Final Report ......................................................................................................................... 153 The 2010 Strategic Tourism Plan Review and Performance .................................................................... 154 Strengths, Weakness, Opportunities and Threats (SWOT) Analysis ........................................................ 165 4 Foreword I am pleased to present the update of the Snohomish County Strategic Tourism Plan for 2018-2022. As you will note, a lot of research, strategic thinking, time and effort has been invested to update this report and help Snohomish County continue to build its extremely important travel and tourism industry as a tool
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