MONROE CITY COUNCIL
Agenda Bill No. 19-246
SUBJECT: Arrivalist Data Monroe September 2018-August 2019
DATE: DEPT: CONTACT: PRESENTER: ITEM: 12/03/2019 Exec Deborah Knight Deborah Knight Discussion Item #2
Discussion: 12/03/2019
Attachments: 1. Arrivalist Data Monroe September 2018-August 2019 2. Monroe Yearly Visitor Profile September 2018-August 2019 3. 2020 Data-Sharing Partnership Proposal Snohomish County
REQUESTED ACTION: Review the tourism data for the Skykomish/Snohomish valley and the City of Monroe provided by Arrivalist through a partnership with Snohomish County. Discuss purchasing additional “points of interest (POI)” to collect data visitors to Monroe in order to make informed decisions about marketing investments.
POLICY CONSIDERATIONS Tourism promotion and marketing is part of the city’s economic development strategy. This agenda bill provides an overview of regional visitation to Snohomish County and the City of Monroe. The City Council may want to consider purchasing additional visitor data to make informed decisions about future marketing strategies and investments.
DESCRIPTION/BACKGROUND
In 2019, the Snohomish County Tourism Bureau launched a new regional brand strategy breaking Snohomish County into four distinct regions:
Urban Base Camp - Mountlake Terrace, Lynnwood, Paine Field, and Bothell Coastal Communities - Edmonds, Mukilteo, Marysville, Warm Beach and Stanwood Skykomish/Snohomish - Snohomish, Monroe, Sultan, and Gold Bar Stillaguamish/Sauk - Arlington, Darrington and Granite Falls
The new brand strategy included purchasing anonymous information provided by Arrivalist to share with tourism partners. The data is secured through a third-party data provider, and is obtained from mobile application users.
Arrivalist aggregates the data so partners can query the information. Data represents sample populations of mobile application users. Arrivalist data does not represent one-to-one correlation of visitors. The data is based on sample sizes only, and does not currently capture information from visitors arriving from outside the United States. The data is refreshed monthly.
The Snohomish County Tourism Bureau began receiving data in September 2018. The data is used to understand where visitors come from; trending arrival days; average lengths of stays; and cross visitation patterns between destination locations in Snohomish County.
Attachment 1 summarizes tourism data for Snohomish County and the City of Monroe from September 2018-August 2019. Attachment 2 provides a yearly visitor profile for Monroe.
MCC Agenda 12/3/19 Discussion Item #3 Page 1 of 27 AB19-246 MONROE CITY COUNCIL
Agenda Bill No. 19-246
Key findings include:
21% of all arrivals in Snohomish County originate from the Skykomish-Snohomish River Valley (Via US 2) compared to 45.4% from Urban Basecamp and Coastal Communities via I-5. There is an opportunity to capture these visitors on their way to their final destination. The Sky Valley receives the highest percentage of visitors (14.7%) in August and the fewest (3.9%) in February. Events and activities in February could boost visits. The summer months are the biggest for Monroe with a spike in August likely tied to the fair. Additional data could show whether fair goers are visiting other parts of the city. The greatest number of visitors to the Sky Valley are on Saturday (27.7%) and the fewest on Tuesday (8.9%). 84% of visitors to the Sky Valley are from the Seattle/Tacoma area followed by Portland (5.1%) and Spokane (4.6%). Spokane is a surprising market. How can we reach visitors passing through Monroe to visit downtown? The length of stay in Monroe is 10.9 hours Portland visitors spend 16 hours and 19 minutes on average compared to 7 hours and 7 minutes for visitors from Seattle/Tacoma. There are 78 active Airbnb/VRBO rentals in Monroe a 48% increase in volume since 2016. The average daily rate is $186 for an entire home and $73 for a single room.
The Snohomish County Tourism Bureau has “geo-fenced” several points of interest (POI) in and around Monroe. Geo-fencing creates a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area. Geo-fenced locations include Lake Tye and Evergreen State Fairgrounds. City staff recommend adding downtown Monroe, North Kelsey and Lewis Street boat launch.
FISCAL IMPACTS There is an opportunity through a partnership with Snohomish County to receive access to all Arrivalist data for Snohomish County and receive information on two additional locations for $2,850. There is funding in the 2019 Economic Development budget to pay to participate in the partnership.
TIME CONSTRAINTS There is no deadline to participate in the data sharing program at this time. The city can choose to become a partner at any time.
ALTERNATIVES Review the tourism data provided by Snohomish County through Arrivalist. Discuss the yearly visitor profile and direct Mayor and staff to areas of concern.
MCC Agenda 12/3/19 Discussion Item #3 Page 2 of 27 AB19-246 Arrivalist Data ATTACHMENT 1 Monroe Sept 2018-Aug 2019
Produced by CJ Jones MCC Agenda 12/3/19 Discussion Item #3 Page 3 of 27 Tourism ProjectAB19-246 Coordinator [email protected] General Overview - Greater Regions Snohomish County
Date Range : 9.01.18 – 8.31.19
MCC Agenda 12/3/19 Discussion Item #3 Page 4 of 27 AB19-246 MCC Agenda 12/3/19 Discussion Item #3 Page 5 of 27 AB19-246 Regions | Definitions
Stillaguamish - Sauk River Valleys Skykomish - Snohomish River Valleys Urban Basecamp Coastal Communities Of The Salish Sea
45.4% of all Arrivals 25.4% of all Arrivals 21.3% of all Arrivals 7.9% of all Arrivals
14 Hrs. on Avg. in 14 Hrs. on Avg 15 Hrs. on Avg. 15 Hrs. on Avg. Snohomish County
MCC Agenda 12/3/19 Discussion Item #3 Date Range : 9.01.18Page 6 – of8.31.19 27 Greater Regions Reports, Universe Panel, Visited Locations ALL AB19-246 Visits by Regions by Month
8.3% 9.1% 10.3% 12.7% 8.6% 9.1% 8.2% 6.0% 5.1% 7.3% 7.3% 8.0% =100%
10.0% 9.1% 7.8% 6.6% 12.7% 13.8% =100% 7.3% 7.8% 5.5% 6.5% 8.1% 4.9%
9.0% 8.4% 7.9% 7.7% 5.3% 6.3% 7.3% 10.5% 14.7% =100% 3.9% 7.8% 11.0%
8.7% 8.6% 8.7% 5.9% 4.6% 7.4% 7.3% 9.9% 7.7% 7.6% 10.9% 12.7% =100%
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
2018 2019 Coastal Communities of the Salish Sea Skykomish - Snohomish River Valleys Stillaguamish - Sauk River Valleys Urban Basecamp
MCC Agenda 12/3/19 Discussion Item #3 Date Range : 9.01.18Page 7 – of8.31.19 27 AB19-246 Visits by Regions by Day of the Week Urban Basecamp Gets Highest % of Mid-Week Arrivals Mid-Week (Monday through Thursday): Urban Basecamp 46.7% Coastal Communities 43.1% Skykomish – Snohomish River Valleys 38.8% Stillaguamish – Sauk River Valleys 44.5%
30.0% 27.7%
25.1% 25.0% 23.0% 23.7%
20.0% 16.7% 16.5% 16.8% 17.2% 16.1% 15.7% 14.6% 15.0% 13.7% 12.6% 12.9% 11.7% 12.4% 11.4% 11.0% 10.8% 11.4% 10.1% 10.5% 10.3% 10.7% 9.9% 9.4% 10.0% 9.1% 8.9%
5.0%
0.0% Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Urban Basecamp Coastal Communities of the Salish Sea Skykomish - Snohomish River Valleys Stillaguamish - Sauk River Valleys MCC Agenda 12/3/19 Discussion Item #3 Date Range : 9.01.18Page 8 – of8.31.19 27 Greater Regions Reports, Universe Panel, Visited Locations ALL AB19-246 Visitor Share from Top 3 DMAs & Avg Time Spent in Snohomish County Seattle/Tacoma, WA Portland, Or Spokane 5% 87% 86.7% 6% 4.6% 5.2% 86.0% 5.1% 86% 5% 4% 3.8% 3.8% 4.5% 4.3%
85% 4% 2.9% 3% 84.0% 84% 3% 83.2% 2% 83% 2%
1% 82% 1%
0% 81% 0% Coastal Skykomish - Stillaguamish - Urban Coastal Skykomish - Stillaguamish Urban Coastal Skykomish - Stillaguamish - Urban Communities of Snohomish Sauk River Basecamp Communities Snohomish - Sauk River Basecamp Communities Snohomish Sauk River Basecamp the Salish Sea River Valleys Valleys of the Salish River Valleys Valleys of the Salish River Valleys Valleys Sea Sea
Avg. Time Spent in Snohomish County Coastal Communities of the Salish Sea Skykomish - Snohomish River Valleys Stillaguamish - Sauk River Valleys Urban Basecamp Seattle/Tacoma 11 Hours, 36 Minutes 13 Hours, 22 Minutes 13 Hours, 47 Minutes 11 Hours, 4 Minutes 1 Days, 11 Hours, 40 Portland-Or 1 Days, 18 Hours, 59 Minutes 1 Days, 13 Hours, 58 Minutes 1 Days, 16 Hours, 44 Minutes Minutes 1 Days, 10 Hours, 54 Spokane 2 Days, 1 Hours, 27 Minutes 1 Days, 22 Hours, 24 Minutes 2 Days, 4 Hours, 1 Minutes Minutes MCC Agenda 12/3/19 Discussion Item #3 Date Range : 9.01.18Page 9 – of8.31.19 27 AB19-246 Cross Visits Between the Regions
Skykomish - Snohomish River Valleys
10.1%
6.0%
19.7% 21.5%
Stillaguamish - Sauk River Valleys
Coastal Communities Of The Salish Sea
Urban Basecamp Highest cross visit % MCC Agenda 12/3/19 Discussion Item #3 Date Range : 9.01.18Page 10 – 8.31.19of 27 AB19-246 Overview of Regional Visitation to Snohomish County
• Urban Basecamp sees the highest volume but lowest overall time spent, suggesting more business than leisure compared to the other regions. • November was a big month for Urban Basecamp presumably due to the Thanksgiving holiday. • It retains the highest percentage of visitors in the low periods, December through April, presumably again due to sustained levels of business travel.
• Stillaguamish & Sauk River Valleys and Skykomish - Snohomish River Valleys see recreational use spike upwards in the warm months. • These regions see a slight increase above the average for time spent in Snohomish County.
• We see stronger weekend and Friday visits to the recreational regions, while Urban Basecamp sees a very strong mid-week arrival percentage, 46.7%, which is in line with business trips vs weekend getaways.
• Urban Basecamp has fewer arrivals from Seattle/Tacoma than the other regions percentage-wise. This is due to the region seeing a higher diversity of origin markets as compared to the other regions.
• When Urban Basecamp is visited, only 20.2% of devices then move on to the Coastal Communities region, 10.1% to the Skykomish - Snohomish River Valleys region, and just 3.6% out to the Stillaguamish - Sauk River Valleys Region. MCC Agenda 12/3/19 Discussion Item #3 Page 11 of 27 AB19-246 Snohomish Municipal Areas - Monroe Analysis
Snohomish County
Date Range : 9.01.18 – 8.31.19
MCC Agenda 12/3/19 Discussion Item #3 Page 12 of 27 AB19-246 Length of Stay for Monroe Compared to Other Municipalities
Avg. Time Spent in POI (Hours)
Everett, WA 9.2 Lynnwood,Lynwood, WA 10.2 Marysville, WA 8.3 Seattle 2.9 Snohomish, WA 10.4 Edmonds, WA 10.2 Arlington, WA 10.4 Mill Creek, WA 11.3 Monroe, WA 10.9 Bothell, WA 12.1 Lake Stevens, WA 13.5 Stanwood, WA 12.1 Mukilteo, WA 9.7 Mountlake Terrace, WA 9.4 Startup, Sultan, Gold Bar, WA 11.9 Granite Falls, WA 12.2 Darrington, WA 11.0 Index, WA 9.9 Skykomish, WA 1.6
0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0
MCC Agenda 12/3/19 Time (Hours) Discussion Item #3 Date Range : 9.01.18Page 13 – 8.31.19of 27 AB19-246 Monroe| Origin Markets & Length of Stay
Origin Repeat % Visits Avg. LOS DMA Visits
Seattle/Tacoma 80.7% 7 Hours 7 Min 30.8%
Spokane 5.2% 15 Hours 27 Min 23.1%
Portland 4.8% 16 Hours 19 Min 28.0%
Yakima/Pasco 3.1% 13 Hours 12 Min 29.5%
Los Angeles 0.5% 17 Hours 2.0%
San Francisco/Oakl 0.3% 20 Hours 23 Min 10.7%
Eugene 0.3% 18 Hours 7.7%
Boise 0.2% 12 Hours 32 Min 17.4%
Sacramento/Stockt 0.2% 22 Hours 29 Min 5.0%
Dallas/Fort Worth 0.2% 17 Hours 25 Min 0.0%
MCC Agenda 12/3/19 Discussion Item #3 Date Range : 9.01.18Page 14 – 8.31.19of 27 LOS = Length ofAB19-246 Stay Visitation Analysis | Snohomish County as Primary or Secondary Destination
% of Visitors who make Snohomish County their Primary Destination 69.4% When Snohomish County is the SECONDARY Destination Primary Destination
10 hours in Monroe 4 hours in Monroe % of Visitors who make Snohomish County their Secondary 18 hours in 8 hours in Destination Snohomish County Snohomish County 30.6% “Secondary” meaning the device spent more time on its trip in a destination other than Snohomish County
MCC Agenda 12/3/19 Discussion Item #3 Date Range : 9.01.18Page 15 – 8.31.19of 27 AB19-246 Trips Outward To Other Cities
Secondary Arrival % of Cross Visitation Sultan, Startup, Gold Bar 15.7% Snohomish 13.8% Seattle 9.0% Everett 6.7% Skykomish 5.9% Marysville 4.6% Lynnwood 3.7% Arlington 2.6% Lake Stevens 2.6% Edmonds 2.2% Mill Creek 1.7% Bothell 1.4% Index 1.2% Granite Falls 0.9% Mukilteo 0.5% Stanwood 0.5% Mountlake Terrace 0.5% Darrington 0.1% MCC Agenda 12/3/19 Discussion Item #3 Date Range : 9.01.18Page 16 – 8.31.19of 27 AB19-246 Visitors by Day for Monroe - Sept 2018–Aug 2019
140
120
100
80
60
40
20
0 9/1/2018 10/1/2018 11/1/2018 12/1/2018 1/1/2019 2/1/2019 3/1/2019 4/1/2019 5/1/2019 6/1/2019 7/1/2019 8/1/2019 9/1/2019
MCC Agenda 12/3/19 Discussion Item #3 Date Range : 9.01.18Page 17 – 8.31.19of 27 AB19-246 Visitors by Month for Monroe – Sept 2018–Aug 2019
20.0% 18.1% 18.0%
16.0%
14.0%
12.0% 10.5% 10.4% 10.0% 10.0% 8.1% 7.4% 8.0% 7.1% 7.2% 6.4% 5.8% 6.0% 5.3%
4.0% 3.7%
2.0%
0.0% Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug MCC Agenda 12/3/19 Discussion Item #3 Date Range : 9.01.18Page 18 – 8.31.19of 27 AB19-246 Overview
• The summer months are the biggest for Monroe, with a spike in August • Likely tied to the fair • Seasonal access to recreation important • Monroe has a strong connection to other parts of the Snohomish-Skykomish Valley • Natural partners along Highway 2 • Less cross visitation with Seattle • More important for people visiting Snohomish County as their primary destination • Weekend spikes reflect leisure travelers • Stronger than average connection with Spokane over Portland • Typical of the Sky Valley, not of the county as a whole
MCC Agenda 12/3/19 Discussion Item #3 Page 19 of 27 AB19-246 AirDNA for Monroe
• 78 Active rentals in Q3 of 2019 • 76% entire homes, 24% single rooms • 48.7% increase in volume since Q3 of 2016 • Distinct seasons of occupancy peaking in June-July-August • Going back three years • This year saw a smaller spike compared to 2018 • Current Average Daily Rate of $119.00 • Entire Home: $186.00, Single Room: $73.00 • Top Domestic Cities: • Seattle, Portland, Tacoma • Top International Cities: • Vancouver, London, Langley
MCC Agenda 12/3/19 Discussion Item #3 Page 20 of 27 AB19-246 ATTACHMENT 2 Monroe Yearly Visitor Profile – Sep 2018-Aug 2019
Yearly Trends Top Origin Market Areas (DMA) Based on Volume 20.0% 18.1% Origin Repeat % Visits Avg. Stay DMA Visits 15.0% Seattle/Tacoma 80.7% 7 Hours 7 Min 30.8% 10.4% 10.5% 10.0% 10.0% 7.4% 8.1% Spokane 5.2% 15 Hours 27 Min 23.1% 7.1% 7.2% 6.4% 5.3% 5.8% 5.0% 3.7% Portland 4.8% 16 Hours 19 Min 28.0% Yakima/Pasco 3.1% 13 Hours 12 Min 29.5% 0.0% Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Los Angeles 0.5% 17 Hours 2.0%
17 Hours Visitation Trends 56.6% 43.4% 40 Minutes When Snohomish When Snohomish County is the Primary County is the Destination SECONDARY Destination Same Day Overnight 10 hours spent in Monroe 4 hours spent in Monroe Avg Length of Stay 18 hours spent in Snohomish 8 hours spent in Snohomish MCC Agenda 12/3/19 Discussion Item #3 Page 21 of 27 -Out of State- County County AB19-246 Date Range : 9.01.18 – 8.31.19 ATTACHMENT 3
2020 Data-Sharing Partnership Proposal from Snohomish County Snohomish County Department of Parks, Recreation & Tourism (SCPRT) for the City of Monroe Partnership Contacts: Annique Bennett, Snohomish County Parks, Recreation and Tourism [email protected] (425) 740-4309 CJ Jones, [email protected] (425) 388-6603
In 2020, the Snohomish County Department of Parks, Recreation and Tourism (SCPRT) is offering a big-data sharing program to its city partners as a means to support tourism and business development efforts. This partnership provides the City of Monroe and its staff independent access to the Arrivalist user panel, allowing unlimited queries and generation of specialized Arrivalist reports, using county-wide data.
Several state-level destination management and marketing organizations (DMOs) offer data- sharing partnerships with their counties, cities and towns. The cost for cities to contract individually with Arrivalist can be quite significant as the Arrivalist 3.0 level, so the SCPRT is offering this partnership as part of its new County DMO service.
Arrivalist big-data has already helped the county tourism industry understand where visitors come from, trending arrival days; average lengths of stays; and has provided interesting information about cross-visitation patterns between various destination locations. The SCPRT has identified that sharing data is key to fostering participation and collaboration between destination partners.
As the City of Monroe’s population grows, and as its visitor numbers continue to increase, the City of Monroe can access data all the way back to September 2018. This information will be useful to chart local visitation trends, to compare and contrast with other cities and regions. The data and its historical baselines may prove useful for businesses recruitment and retention efforts and; to assist partners and city staff in future visitor capacity planning.
Each county partner will have access to all data available within the platform which is refreshed by Arrivalist in approximately three week intervals. As each partner adds a new point of interest (POI), this information in turn, becomes available to all of the partners.
MCC Agenda 12/3/19 Discussion Item #3 Page 22 of 27 AB19-246 How Arrivalist Works Anonymous information provided by Arrivalist to the SCPRT and shared with its partners, is secured through a through a third-party data provider, and is obtained from mobile application users. Arrivalist aggregates this data, so partners can query the information. Data represents sample populations of mobile application users. It is important to note that Arrivalist data does not represent a one-to-one correlation of visitors. The data is based on sample sizes only, and does not currently capture information from outside the United States.
Arrivalist Destination Charts Geo-fenced locations available to the City of Monroe currently include Snohomish County overall; all 19 individual cities and towns; the four experiential Visitor Regions of Seattle NorthCountry and; nearly 100 county-wide Points of Interest (POI). Partnership cost is calculated based on the number of POIs located in the partner city, and allows the City of Monroe the flexibility to access data on the following topics for City of Monroe and county- wide:
Daily Arrivals Visited Locations Origin Markets Arrivals by US State Arrivals by Market Cluster known as Designated Market Areas (DMA)
Points of Interest (POI) Charts for County, Cities, Regions and Attractions POI Map Trips by POI Trips by POI Over Time POI Cross Visitation POI Foot Traffic POI Sequences
Please find the quote for the Annual City Data Sharing Partnership included in this letter as well as additional information about the data.
Thank you in advance for your consideration and please don’t hesitate to contact me with any further questions.
Annique Bennett Tourism Development Specialist Snohomish County Department of Parks, Recreation and Tourism (SCPRT) 6705 Puget Park Drive Snohomish, WA 98296 (425) 740-4309 [email protected]
MCC Agenda 12/3/19 Discussion Item #3 Page 23 of 27 AB19-246
2020 Snohomish County Department of Parks, Recreation and Tourism (SCPRT) Annual Arrivalist 3.0 User Platform Access Partnership Quote for City of Monroe
Contact Annique Bennett, [email protected] (425) 740-4309
SCPRT staff consultation and support for up to two (2) hours for 4 City of $400.00 Monroe POI @ $50.00 per hour. Basic report templates provided. Access to all geo-fenced Arrival Zones including: $1,880.00 Snohomish County Overall All 19 Cities and Towns within Snohomish County All POIs (see attached list for current POIs)
The four (4) Visitor Regions of Seattle NorthCountry: Urban Basecamp Coastal Communities of the Salish Sea Skykomish-Snohomish River Valleys Stillaguamish-Sauk River Valleys
Cost of City of Monroe POIs @ $470 each: 1. Lake Tye 2. Lewis Street Boat Launch (to be added) 3. Downtown Monroe (to be added) 4. Commercial area north of Hwy 2 (to be added) Total Cost $2,280.00
Additional POIs can be added, at a cost of $470 each. Digital boundaries for each new POI must be provided to the SCPRT.
MCC Agenda 12/3/19 Discussion Item #3 Page 24 of 27 AB19-246 Snohomish County Department of Parks, Recreation and Tourism (SCPRT) Arrivalist 3.0 Geo-fenced Arrival Zones (data sets from September, 2018)
Snohomish County 19 cities and towns within Snohomish County Four Visitor Regions of Seattle NorthCountry: Urban Basecamp Coastal Communities of the Salish Sea Skykomish-Snohomish River Valleys Stillaguamish-Sauk River Valleys
MCC Agenda 12/3/19 Discussion Item #3 Page 25 of 27 AB19-246 Points of Interest by Region
Coastal Communities Urban Basecamp Snohomish Estuary Everett Mall Everett Marina & Jetty Island Towne Place Suites by Marriott Seattle Everett/Mukilteo Seattle Premium Outlets High Trek Adventure Zipline and Ropes Course Hilton Garden Inn Seattle North/Everett Alderwood Mall Tulalip Resort Paine Field (Propeller) Terminal Edmonds Downtown & Edmonds Center for the Flying Heritage & Combat Armor Museum Arts Extended Stay America - Seattle - Mukilteo Imagine Children's Museum Warm Beach Camp and Conference Center Angel of the Winds Arena Ferry Dock: Edmonds Historic Flight Foundation Wenberg Park Interurban Trail Ferry Dock: Mukilteo Lynnwood Convention Center Edmonds Marina Staybridge Suites Seattle North-Everett Quil Ceda Creek Casino Funko Kayak Point Park & Golf Course Funko Stadium Boeing Future of Flight Village Theatre
Skykomish/Snohomish Stilliguamish/Sauk Lake Stevens Smokey Point Snohomish Valley Farms Angel of the Winds Casino Evergreen State Fairgrounds Darrington Recreation Area (and Sauk River) Harvey Field Stillaguamish River and Twin Rivers and Haller Parks South Fork of the Skykomish River Darrington Rodeo Grounds and Bluegrass Music Park Stevens Pass Historic Downtown Arlington Historic Snohomish First Street Arlington Municipal Airport North Fork of the Skykomish River Centennial Trail Mountain Loop Highway Stillaguamish River Wallace Falls State Park Henry M. Jackson and Wild Sky Wilderness Reiter Foothills Ebby Island Lake Tye Lord Hill Park
Other Seattle SeaTac Airport
MCC Agenda 12/3/19 Discussion Item #3 Page 26 of 27 AB19-246
MCC Agenda 12/3/19 Discussion Item #3 Page 27 of 27 AB19-246