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Home My WebLink About03/07/2017 04Aii Yakima Valley Tourism Annual Report Presentation r ,,- .. xs .1 5 s n. BUSINESS OF THE CITY COUNCIL YAKIMA, WASHINGTON AGENDA STATEMENT Item No.A.ii. For Meeting of: March 7, 2017 ITEM TITLE: Yakima Valley Tourism Annual Report presentation SUBMITTED BY: Cliff Moore, City Manager SUMMARY EXPLANATION: John Cooper, President and CEO at Yakima Valley Tourism, will present the 2016 Yakima Valley Tourism Annual Report. ITEM BUDGETED: STRATEGIC PRIORITY: Public Trust and Accountability APPROVED FOR SUBMITTAL: 1 City Manager STAFF RECOMMENDATION: BOARD/COMMITTEE RECOMMENDATION: ATTACHMENTS: Description Upload Date Type report 3/112017 Co r Memo rte—. _ - - - �.. _.. - r . - - = _ .ate- - + . �7.� - t i- em .- --} .^saa .. _ _ V ° — � 7T. err kt h a- L S,v �r..r �■ 4I,' a a 1 ,, �V),.. �i - .1`..:*-4, -:,,,o,?,,!,'; ,%I�Y • 11 • 0,-.5 }zi., SCF, t'° "2 d ''';-::::7.-,•;:„?:---;.,_,-... ; e' r'y - Y TY' --',". 9,:91.-,--:1--,=;%-:.' `.h., 4:" .-+^ �'�. i',e Ar44tig'" '' .w,f�.+a ^,�S' 4 �' V. '+. ,, i'_-4,23:":4`` '' .- P r ,...,„,„-•,,,,.,....,„0-,-,,,..-4.,,,...--,.i.,. iveyv�x,' `. + t y-t4� - 1. i-r"�. r ah .`'� '��o n+ ` ,,ti '�� ,. w , \ :• u -F _ a -/.rad" r ti; ,ti a 'r4 1--'*n �1�Jy rLz.. y.' ' + ,� '� .,,,, :,fig `.... X 'e t! k : - it,"' •ti. ':•,'-'',‘ k v-` ` ,..- ---‘4[.- 44;i.„- .._y �' -,-,...„.1..,_41.1,,,,,o,,,,,,,;'` Si V`a. ,.4!'"g rte= . 4.f1 Ste- sr' s_ , *!'l WI f`sf S' ., • .. ' E '"' � rt a .'" ..44,-..,f. .. ..-!..!,.4..,„ty ','y 'yi+i 4 -..Se. y ' ,,,,d.?R'' '}.,e' ,F- �J �4 9.4.,*. ,r S 4 .�"•c •"'z9. '.,,. 'Ts.'1�, -. i-:�' .-a sf �ra $r'.4 '^CO:(+ri : f-r' .a' -y 4 - A ; ^** .'Ate' a'; i,,-...'i., . e ,, A S ) �a / \'\.\.Ing y .rtuI r 14 I �s h.ri., +� ..:. -.111. I I ..L 1 1 • to i •„, i , 1 - . . .,- .i:41 ' ' ' - .I 1'S I � \ -- -PS. •.4- . • ' . . -1..r.,#-V.ft: , 11 7 ; \ , , , .,. 4, •: . N., 3 — .t • ,. t . . , . .4.. .,. % , ,„;, ''' ,.., - ,t .4 ,.::.„ .. ..•. , I t - ` f -� it } .. , illf ' -..wi' r:,...,-. -, � " _.- YAKIMA VALLEY TOURISM b -, YAKIMA VALLEY TM THE MISSION OF YAKIMA VALLEY TOURISM IS TO STIMULATE ECONOMIC DEVELOPMENT BY MARKETING THE YAKIMA VALLEY FOR CONVENTIONS, GROUPS AND LEISURE TRAVEL. LEADERSHIP ,__ -a,, MESSAGE On behalf of the Board of Directors and staff of Yakima Valley Tourism,we '' are proud to present our 2016 Annual Report. Tourism means economic development. It creates jobs and local taxes. It improves our Kathleen Goyette quality of life.Yakima Valley Tourism continually works to enhance our economy by 2016 Board Chair growing all segments of the tourism industry. rorr_ ECONOMIC IMPACT OF TOURISM IN THE YAKIMA VALLEY 1 1 .. 1 John Cooper TRAVELERS SPENT President&CEO $376 , r1t1, l 3 9 800 MILLION IN YAKIMA JOBS ARE SUPPORTED COUNTY IN 2015 BY TOURISM (a 2%increase over 2014)' (a 6%increase over 2014)' $34 MILLION IN STATE AND LOCAL TAXES WERE GENERATED BY VISITORS (a 5%increase over 2014)* *most recent figures YAKIMA CONVENTION CENTER The Yakima Convention Center is the premier meeting facility in Central Washington, and is a major generator of economic activity for Downtown Yakima. 57 93 9789 CONVENTION ATTENDEES, overnight attendees and CONVENTIONS HELD day visitors hosted (a 12%increase over 2015) (a 5%increase over 2015) $10 26% MILLION IN DIRECT INCREASE IN FUTURE ECONOMIC IMPACT FROM CONVENTION BOOKINGS, CONVENTION ATTENDEES GENERATING AN ADDITIONAL$6.4 M In 2015,the Convention Center conducted a study that evaluated the Center's LOOKING current feasibility and marketability,as well as that of competing cities.The report found that there is a critical need for expanded exhibit and meeting space, TOWARDS in addition to a new headquarter hotel. In 2016,the Center commissioned an THE FUTURE architectural firm to design concepts and cost estimates for a possible expansion, and the initial estimates will be available in early 2017. CONVENTION & GROUP SALES A major charge of Yakima Valley Tourism is attracting large conventions and groups to our community.Through a variety of networking events, customer forums and planned sales trips, our sales staff brings a growing number of conferences and tradeshows to the Yakima Valley year after year. I tii lee 31 9 350 FUTURE ROOM LEADS GENERATED A. NIGHTS BOOKED (a 20%increase over 2015) '1111110 i 95 1 MEETING PLANNERS HOSTED VISITOR INFORMATION CENTER The Yakima Valley Visitor Information Center (VIC) is one of the most highly regarded info centers in Washington State. The VIC staff is well-informed on the lodging, dining, attractions, wineries, craft beverages and events that our visitors are interested in, and they work hard to stay on top of emerging trends and changes to the Yakima Valley's offerings. ti �,: :: , y , . , , ,_, I , . , .. . . ... ., .. . , . „.„ ,., WALK- IN VISITORS S . , Percentage of people served at theIN NEW VISITOR VIC that extended their stay in the Yakima Valley "I've never written a review for a Visitor Center,but this one deserves a special nod. The employees were as nice as nice can be. And helpful! Apparently this facility was recognized as the best Visitor's Center in the Pacific Northwest." - Meredith R.-Marietta,GA DESTINATION MARKETING Through traditional and web-based marketing efforts, the Destination Marketing Department is responsible for attracting general and niche tourism to the Yakima Valley. In 2016, much of our core marketing efforts were redesigned and updated with enhanced graphics, new photography and a newly expanded video library. We continued to put a heavy focus on Yakima's craft beverage scene with our marketing efforts.Through extended partnerships with our advertising vendors, we were able to promote the Yakima Valley in a variety of unique and successful ways. 3611 95115 PEOPLE VISITED OUR WEBSITE IN 2016 r30 (an 8%increase over 2015) • SECOND INCREASE average time on-site by ri website visitors. • /A) /CP 1 . UlmA 2 , 013 NEW INSTAGRAM FOLLOWERS INCREASE IN LODGING REFERRALS MEDIA & TRADE RELATIONS The Media &Trade Relations Department is tasked with attracting and securing regional and national media attention to the Yakima Valley, in addition to attending a number of industry, consumer and media trade shows.These efforts are designed to secure future media stories, along with increased leisure and group travel. MEDIA TRADE SHOWS Staff participated in five major media trade shows this year. Ranging from large-scale industry trade shows, down to intimate gatherings with local writers and bloggers, these events go a long way in helping the Yakima Valley become a well-known tourism destination. FAMILIARIZATION TOURS Several times a year, we invite and host a large variety of travel and trade representatives for tours of the Yakima Valley.These tours are centered on everything from wine to hops to farm fresh produce. MEDIA EXPOSURE Our staff secured exceptional media coverage for our region throughout 2016. Our efforts resulted in more than 268 million impressions in print, radio, broadcast and online channels.The Yakima Valley was featured on The Travel Channel, USA Today, Better Homes &Gardens, Craft Beer & Brewing,The Food Network, Edible Seattle,425 Magazine, Northwest Travel & Life Magazine and many more. MILLION MEDIA IMPRESSIONS (an 89%increase over 2015) MEMBERSHIP SERVICES More than 335 businesses and organizations are members of Yakima Valley Tourism, contributing close to $134,000 in dues to support our efforts to advance tourism. In return for their support,we provide our members with a number of unique promotional opportunities designed to get their businesses in front of our visitors. We also assist them with continuing education opportunities, marketing support and industry insight, helping them to stay prominent and relevant with our visitors. In addition to the support generated by membership dues,we also host the Holiday Reception & Silent Auction, our annual fundraiser. Now in its 27th year,we welcomed more than 500 guests with a "down home Western" theme this year. 335 $134K YVT MEMBERS IN MEMBERSHIP DUES (a 2.8%increase over 2015) $19K EARNED AT THE HOLIDAY RECEPTION 1 41 YAKIMA VALLEY SPORTS COMMISSION The sports event market continues to be a driving force behind growing the Yakima Valley, providing tremendous economic benefits and positive exposure for the community.The Yakima Valley Sports Commission staff works hard to enhance existing sporting events and tournaments, attract new events and promote the Yakima Valley as a premier sports destination in the Northwest. $46 . 6 535 . MILLION IN ESTIMATED ECONOMIC IMPACT SPORTING EVENTS HELD (a 7%increase over 2015) (an 8%increase over 2015) SIGNATURE EVENTS litYakima Valley Sports Awards Luncheon(early June)-Awards were given in 20 high school sports for athletes, coaches and teams at the 2016 Sports Awards Luncheon,attended by almost 600 people.uPirate Plunder Adventure Race (late Jul ) Started in 2012 the Pirate Plunder Adventure Race is the Sports Commission's newest event. The obstacle race/mud run had 930 runners in 2016. ` Yakima Hot Shots 3-0n-3 Basketball Tourney(late August) - More than 1,700 players participated in the : 2016 Hot Shots 3-0n-3 Basketball Tourney, held on the streets of Downtown Yakima. It SunDome Volleyball Festival(mid-September)-80 high school teams came to the Yakima Valley for the 14th annual ,4/ SunDome Volleyball Festival,held at the Yakima Valley SunDome and East Valley High School. WHAT 9s NEW IN 2017 As we move into 2017,Yakima Valley Tourism will be broadening its horizons, undertaking new challenges designed to keep us competitive and engaging. Here is a sample of some of the new initiatives we are working on for 2017. • CONVENTION ETE Continuing to pursue the expansion of the Convention Center and headquarter hotel, and broadening sales outreach efforts. O VISITOR F MATT CENTER Expanding their offerings of products made in the Yakima Valley, and continuing to highlight local craft beverage producers. • MARKETING Establishing a partnership with the Washington State Beer Commission in order to better reach Pacific Northwest craft beer enthusiasts. O MEDIA ELAT S Exploring new options for FAM tours that will attract a diverse set of media representatives. O MEMBER SERVICES Offering educational opportunities for our membership, including workshops, classes and tips. O SPORTS MMISS Strengthening the relationship with the SOZO Sports Complex to bring high-caliber events into the Yakima Valley. Offir", 0; '49:#7-40, //Or" zjx, e 0- i "Z",". i AO eld AA- A Fdr///////////////////,f/,/,, .,,f 04# y,or.r r,- r e w'.„,-i-i r ,/,r- *9, //,/,'"' I -- YAKIMA VALLEY ,, , . ,4 - -f' „ / 4-ejj/��A9a9. , Distributed at the Meeting ;-�_ 3/7/201/ f J *Ov. I• b� i ^� 2016 City of Yakima Yakima Valley Tourism-VisitYakima.com Yakima Valley Tourism • 1.38 million person trips • $ 376 million (+ 2%) • $ 34 million in taxes (+ 5%) • 3,800 jobs (+ 6%) Yakima Valley Tourism-Visiffakima.COM `ar+ 1 3/7/2017 Yakima Convention Center 2016 in review Yakima Valley Tourism VisitYakima.com Yakima i Convention Center • Hosted 57 conventions (+ 12%) • 93,789 total attendees (- 8%) • $10 million economic impact (+5%) • Future convention days booked up 26% 2 3/7/2017 Yakima Convention Center Five Largest Conventions in 2016 • WA Music Educators Association State Conference 2,000 attendees • WA State Multicultural Student Services Annual Conference 1,000 attendees • WA State Department of Social and Health Services (DSHS) Prevention Summit 710 people • WA Behavioral Healthcare Annual Conference 690 people • DSHS Co-Occurring Disorders Conference 680 attendees ConventionYakima Valley Tourism-VisitYakima.com Yakima Center " I am so impressed with the relationship WMEA has with Yakima and the can do attitudes I encountered in every aspect of the dealing with Convention Center staff, hotels, catering and so forth... It has been a pleasure to work with you and here's to next time." Scott Ketron, Executive Director Washington Music Educators Association Yakima Valley Tourism-VisitYakima.com 3/7/2017 Convention Sales • • Generated 188 convention leads for industry --- up 7% over 2015 • Booked 31,350 future room nights, — up 20% over 2015 • Booked 174 future event days for convention center (+16% over goal) Yakima Valley Tourism-VisitYakimaxom Sports Commission • v.. 0 _ low- ,Out: 4 1 Sports Commission 2016 Sporting • sportingevents . r 0 $46 million spent by sports attendees PORTS 'yM I SSA Yakima Valley Tourism•VisitYakima.com On Sports Commission 2017 won °V%an Yakima Valley Tourism•VisitYakima.com 3/7/2017 Marketing 2017 ------------- i r r 361,515 sessions (individual people) to our website, + 8% over 2015. WA Average time spent on site 2:10 + 30% VisitorYakima Valley Tourism-VisitYakima.com • Center 2016 Y • Responded to hundreds of people via U.S. mail, phone and e-mail. • Served 11,764 walk-in visitors y. r 6 3/7/2017 Visitor • Center • Creates new spending: • 27% of those walk in visitors stayed an extra night: —$154,605 in new visitor spending Yakima Vall&y Tourism VisitYakima.com Travel Media • • 268 million impressions in print, radio, broadcast SMARTERTRAVEL and online channels... Beer • UP 89% from 2015! Brewing USA TODAY e i" es �y H .1ntl NA4.11% tettrrn lHing Yakima Valley Tourism-VisitYakima.com 7 3/7/2017 Travel Media 2016 The Cost to Visit These Aniazincl Sniall Tow- GO NEXT ll§Fpsn)l RO Banking Rates --�,.� ��/// ` Yakima Valley Tourism•VisitYakima.com _ Local Stories tts� � �F M� • . W1NE � fUN/ f `=^ J/may//�/ � Yakima Valley Tourism•VisitYakima.com 3/7/2017 "Mew.00 • www.visityakima.com Yakima Valley Tourism-VisitYakima.com 9