HomeMy WebLinkAbout03/01/2022 04B.i. Yakima Valley Tourism 2021 Annual Report presentation °F`Y�'`,1`1°''a
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BUSINESS OF THE CITY COUNCIL
YAKIMA, WASHINGTON
AGENDA STATEMENT
Item No. B.i.
For Meeting of: March 1, 2022
ITEM TITLE: Yakima Valley Tourism 2021 Annual Report presentation
SUBMITTED BY: Bob Harrison, City Manager
SUMMARY EXPLANATION:
John Cooper, Yakima Valley Tourism President and CEO, will present the 2021 Annual Report
and will show a short video.
ITEM BUDGETED:
STRATEGIC PRIORITY:
APPROVED FOR SUBMITTAL BY THE CITY MANAGER
RECOMMENDATION:
ATTACHMENTS:
Description Upload Date Type
0 2021 Yakima Valley Tourism Annual Report 2/16/2022 Corer Memo
WHAT ' S IN YAKIMA k YAKIMA
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VALLEY
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STORE FOR 2022 Yakima Valley Tourism
10 North 8th St. •Yakima,WA 98901
Here are a few highlights from our 2022 Business Plan 509.575.3010 •VisitYakima.com
to grow tourism and improve our community:
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COMMUNITY & GOVERNMENT RELATIONS SPORTS DEVELOPMENT
• Continue work with local, state and other officials • Attract new sporting events to local venues. 'L.�
and organizations in community-buildingefforts. • Assist local groups in developing existing and d \
• Advocate for funds to assist in community and new sports facilities. = d
business development. • Continue to build awareness of the YVSC and F, -. j,
• Develop new tourismu products and opportunities the benefits of sporting events. 41 . 0 fi °
in the Yakima Valley. • Build relationships with local sporting organizations, 1
• Build awareness of tourism's value to the public tournament directors and venues. -. ',� Pill '''''2; ":'--:..3'..'',..?2;44:Ziii,
and political leaders. i
• Continue to produce videos on public access TV DESTINATION �,• ,
DESTINATION MARKETING t
and Yakima Valley Tourism's YouTube page. • Continue to elevate the Yakima Valley as an �; ;
attractive place for safe travel through cohesive AR
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YAKIMA CONVENTION CENTER marketing strategies and brand messages. 1 4, y .
• Showcase 18,300-square-foot expansion. • Develop strategic advertising that attracts ; , {
• Utilize the Bring It Home website to assist local year-round visitors. �t
planners in bringing events to town. • Remain the leader in tourism web-based and social r t - _ • �„
• Pursue capital projects for the Yakima Convention media promotion for the Yakima Valley. _ _- ' -;- } �
Center including rest room and audiovisual upgrades, • Identify and implement new technology solutions for • �_ r
new roof on older sections of building, increased promoting the region. t
parking and headquarter hotel needs. " Viz'^= _-=_ `
• Maximize Convention Center use to meet MEMBERSHIP SERVICES r _ % �""" k
budgeted income and expenses. • Provide support and services to members, helping to r .p• ,. " .
• Continue staff training to ensure guest safety rebuild their business.
for COVID-19 compliance. • Build membership to 338 members and sustain a � ` p T 44 *.�
high level of retention. , , k , ,.
CONVENTION & GROUP SALES • Create and distribute an exceptional 2022 Official , , �fi
• Generate 80-100 groupsales leads and book upYakima ValleyTravel Guider"'. YAKIMA VALLEY TOURISM 'ogg':,,, _
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• Develop - x r
to 15,000 future room nights. new programs to boost business for ��,�� � ,� ,�� A .: A�4
• Work with the Yakima Convention Center to pursue members and the community. .i.,.-=„4=2,0.0.4,0 ==.4-.,-.4y.*
conventions that meet criteria for the expanded x�1�.
Center and other facilities. MEDIA & TRADE RELATIONS i '
• Attract planners to the region for site tours and training. • Make media sales calls and pitches to publishers, k to
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writers and bloggers. F � , T .:„,,,,.:,,4m:7:fio#,..,,toro
VISITOR SERVICES • Secure travel and lifestyle features in a varietyof -- • z k
• Provide exceptional customer service at the VIC. media outlets. Y .g1
• Develo :i} • �s
• Develop ways to bring new visitors and locals into p or support niche products and services that , ,
the VIC. Encourage travelers to extend their stay. attract and assist visitors. sr • ,
• Assess the long-term needs for VIC services and location. • Attend industry trade shows, showcasingkeyy 0 - . "
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• Get the Mobile Info Center Kiosk (M.I.C.K.) out in the attractions and events to attract visitors. A,;`4
community at events and businesses. • 44-0
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MOVING Tourism is a vital industry for
our region and plays a key role in MEMBERSHI lip VISITOR
FORWARD community development. Even in
the pandemic year of 2020: SERVICES INFORMATION
2021 was a year of adaptation and recovery because of the
COVID pandemic and social changes.Working with our partners At the end of the year, 297 businesses and CENTER
and businesses we continued our mission to rebuild the tourism6245 organizations were members of Yakima
economy while serving our residents. Tos . pars received
many benefits
urim to help them regrow their
business and createThese jobs.Astner pandemic Our top-rated Visitor Information Center
Valley
MILLION DOLLARS SPENT restrictions eased and visitor traffic (VIC) is the go-to place for Yakima
increased we were able to reinstate more Valley visitors and locals.With COVID
Travelers spent$245 million of our marketing and business development pandemic related slowdowns in travel,
'-. T•� ; '-+. • in Yakima County programs. Some of those included a free the VIC continually adapted to serve the
,'• : 94 / C workshop with Google & Miles Partnership, community in new and dynamic ways.
IV'
travel guide deliveries to members,Timely
pi The center was open to the public in
r ' Talks online sessions and more.
some capacity all year, with limited hours
% ��' liilf . ig, - ...i
through June, and then open four days a
t
[: :,�`\ ' week with more hours through December.
- „
6 4 4 0 We are so grateful to have Yakima Valley Tourism as a
Because of these increased hours, the
` ` M center served 2,930 walk-in visitors
��k14 "t community partner.They know us and our brand and (double 2020 visitors served) and
r I ti accurately represent us to Washington wine visitors and responded to 5,417 inquiries via
,, MILLION DOLLARS I N beyond. As our wine industry is a global one,we have
TOTAL ECONOMIC IMPACT been grateful for the connections we have made.
Meghann Quinn John Cooper postal mail, phone and email.
2021 Board Chair President & CEO Susan Brown—Aaron
Owen Roe "
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•tee=
100/ 4 INCREASE IN TOTAL ROOMS 7YAKIMA -- =
W 297 VALLEY TOURISM -,\
SOLD OVERI
PRE-PANDEMIC ' MEMBERS tr lbw- --
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LEVELS OF 2019 I'im. VISITOR SUPPORTED JOBS
FOR OUR RESIDENTS BUSINESS OPPORTUNITIES In spring, the VIC was the site for mask
and PPE giveaways as Yakima Valley
We project that when all the 2021 data arrives,we'll see growth IN A TIME OF NEED Tourism joined with community groups
in these numbers, reaching near pre-pandemic 2019 levels.The Forty-four e-newsletters informed members of to help keep the Valley open and safe.
good news is hotel/motel occupancy rebounded.After falling news related to COVID-1 9, marketing and sales Partnering with the health department,
35% in 2020, in 2021,Yakima lodging occupancies tips and opportunities.The popular Yakima Valley the VIC hosted vaccination clinics through
returned to 2019 levels and the total rooms sold6 3 4 Official Travel Guiderm will return in 2022 with the summer.As travelers returned, the VIC
increased by nearly 10% (Smith Travel Research). new advertisements, refreshed text and photos. was ready to explain state or county health
In addition, staff worked with members on protocols and provide information on
Beyond the numbers,tourism supports small businesses, marketing opportunities via online advertising member businesses. In November the VIC
improves our quality of life and provides funds for public services MILLION DOLLARS IN STATE AND on our award-winning website plus the Yakima launched an online retail store selling our
we all enjoy like parks, public safety, roads and social services. LOCAL TAX REVENUE GENERATED Valley, Craft Beverage and Farm Fresh Fun maps. gift baskets locally and across the country.
YAKIMA VALLEY YAKIMA N ,
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SPORTS COMMISSION - CONVENTION ,-----„Th_
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Sports tourism is crucial in the Yakima Valley, r— 4111:111,' .,; ... '' t
providing significant economic benefit and i ^ �`•
The Yakima Convention Center is the premier =�_ _ i_„ , _��
exposure for our community.The Yakima Valley : ! t s, 3� meeting and events facility and generates
Sports Commission works to enhance existing „E,o,
\\ significant economic activity for Yakima.
sporting events, attract new events and promote - I��� VW-
the region as the premier sports destination in the `�
Pacific Northwest. 41;
2021 was a celebration for the Center as we finished 11 EMI MINN
the 18,000 square foot expansion.Also,we were able tor ( ��to welcome back dozens of groups from corporate \ i�`ir i 's— `• r _ , • board meetings to a state convention of more than , i
Alit 26 6 SPORTING s is la , . e,_ $ • , 1,600 farmers.The Yakima Convention Center is
EVENTS HELD • 01 now the fourth largest convention and event i. - ;__ -
"1/7center in Washington State Mel! .The Grand Hall y .- --_
"• 1 111 ;" lir 7grew to 30,264 square feet and can seat upto 2,000 �-s-_ _ ,
In 2021, sports continued to be significantly i�• • ,' , _ '�'!� " q
affected bythe COVID 19pandemic.As conditions ( , �°� ; . - �i people for a banquet.Three new breakout rooms
—=�� " a feature glass walls that can open to a spacious new
improved, more events were able to be held. In ___y 7 „,,„��� '' �Aar
o fie... ,.'1 .- lobby.A grand entrance finishes off the lobby with a -
October,the Yakima Valley played host to the me ,� „ „,,; �I, 4441I spectacular lighted tiled wall and skylight. 0
first WIAA State Championships held in over 19 "a' A-)
months,the State Slow itch Championships at the
pThe new addition allows us to host more people ,.;����
Gateway Sports Complex.Just two weeks later, SIGNATURE EVENTS socially distanced than most of our competition. It i,
our community hosted all six WIAA State Volleyball will also events that were outgrowingthe _
Championships in theYakimaSunDome. For The Sports Commission annually hosts four help keep � ",
Valley signature sporting events to bring visitors to facility and host multiple functions at one time. .
the year,the Yakima Valley hosted 266 sporting
o the Yakima Valley and to serve the residents of t
events, up 100/o from 2020. These events brought — s ,
in 32,413 room nights with an estimated our community. For the first time since 2019, -,
all four events were held in person:The Yakima �e _
economic impact of $21,280,532 million. Valley Sports Awards, the Hot Shots 3-On-3 Oj" 0j"
Basketball Tourney, the Dye Hard 5K and the69 0
SunDome Volleyball Festival. In addition, the INCREASE IN EVENT INCREASE IN FUTURE
21 280 532 Commission developed and partnered with DAYS HELD(275) DAYS BOOKED(408) CC
' ' local organizations four other events including
It felt like a leap of faith to have a conference in these
ESTIMATED ECONOMIC IMPACT OF SPORTING EVENTS the Super 5K, the Duel in The Desert Lacrosse times.However,the Yakima Convention Center partnered
Tourney, the Bubbles and Brews 5K and the with our organization to make the event safe and
Mud, Sweat and Beers 5K. GBAC STAR ACCREDITATION successful.From their safety plan to their excellent care
of the facility and guests,we were able to feel confident
Our community is fortunate to host several WIAA After months of work,the Yakima Convention Center in their management of the event.Our members
State Championships each school year.The Sports achieved the Global Biorisk Advisory Council's thoroughly enjoyed the experience and the opportunity
Commission has a strong relationship with the Ellill
(GBAC) STAR Facility Accreditation.This accreditation to come together again.
WIAA, and staff will continue their efforts to bringI shows that the Center has established and maintains Katie Granado
additional WIAA State Championships to the ' a certified cleaning, disinfection and infectious Washington Association of Maintenance
and Operation Administrators
Yakima Valley, including but not limited to soccer, disease prevention program with well-trained »
cross country, wrestling, track &field, and golf. ROOM NIGHTS BROUGHT IN BY SPORTING EVENTS professionals and cleaning processes in place.
,.
NOW'S THE TIME TO MAKE
008 CONVENTION Er MEDIA Er MARKETING „i„,,,,, t�, '1 N . M NEW MEMORIES
, ., s '�. _d �', '.a' t�`.1 'cf �' '„',
GROUP SALES TRAVEL TRADE Er PROMOTION
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A major charge for Yakima Valley Tourism Yakima Valley Tourism invites and hosts Throughout 2021,we adapted our strategies T 4174 1' . „ it �' .II 1 i'
vdlr . � :_. F� awe,
is to recruit conventions and groups to our travel and trade representatives for tours as the travel industry and our community ,` , ,y �,
community and to serve their needs. of Yakima and the Yakima Valley.While moved through stages of recovery.Working �= f'' IP P.m s s )
• YAKIMA ,,� g,-y, ,, ,
.VALLEY VISITYAKIMA.COM/YAKIMA-ROAD-TRIPS VALLEY YAKIMA PLAN YOUR NEXT YAKIMA VALLEY ADVENTURE
group visits were largely on hold due to with seven local organizations, we managed VISITYAKIMA.COMIYAKIMA-ROAD-TRIPS
the pandemic,we hosted several individual a central resource center to serve the needs
16 023 travel writers and social media influencers of businesses, residents and travelers as
FUTURE HOTEL who explored beer and wine country, the COVID restrictions continued. Our efforts were
' ROOM NIGHT LEADS outdoors and farm fresh experiences.We sensitive to visitor and community sentiments
Nearly double what was produced in 2020 secured media coverage through staff regarding safe travel as we implemented
outreach, our public relations firm and from projects to keep the Yakima Valley top of mind
past media visits and are working towards for both current and future travel.
returning to in-person trade shows. 311 , 179
With COVID-19 restrictions limiting events, }a SESSIONS ON OUR WEBSITES
plus the construction of the Convention TIME FOR A A 54%INCREASE OVER 2020
Center expansion for much of the year, WASHINGTON YAAKIMALLEY ouE
2021 was a difficult year for groups. WINE COUNTRY i
AWARD-WINNING
Although cancellations were occurring, MEDIA COVERAGE ROAD TRIP WINES,WARM
interest in holding future dates grew and Our efforts continued to garner positive media YAKIMA WELCOMES& AilL
the Sales Department was able to generate coverage for the region,resulting in more than VAL L EY VINEYARD VIEWS I •
more leads.With the completion of the 105 published features and 143 million in
Center expansion, both the Convention circulation and views about Yakima and the
Sales and the Yakima Convention Center Yakima Valley in print, broadcast and online channels. A FEW OF OUR 2021 SUCCESSES:
team invited and toured dozens of meeting We built new relationships with social influencers,
planners to bring their events to Yakima. maintained editorial partnerships to stay top-of-mind • 2021 traffic to VisitYakima.com increased by 38%, even 64%
for future coverage and provided assistance,content with restrictions in place the first half of the year.Visitorand imagery to several writers and bloggers. sessions were down only 14% over 2019 for the year.32 43
In 2021, the Yakima Valley enjoyed features in the • Lodging leads increased 64% over 2020 and just 34% INCREASE IN WEBSITE
following media and others: down from 2019. LODGING LEADS
FUTURE CONFERENCE FUTURE EVENT !li,e$eattle USA Slf2GAZINE •• We completed a re-design of VisitYakima.com with a
LEADS CONFIRMED DATES BOOKED (dunes • TODAY planned launch in February 2022.
Washington '`northwest • YVT hosted an in-person educational session for Yakima Looking forward, we're excited to launch new
Foe BEER BLOC o�w TRAVEL&LIFE Valley businesses with Miles Partnership to improve and technology-based projects. In February we'll
The first conference held since March FEATURES IN 143 MILLION enhance our Valley's presence in the Google landscape. launch RootRez, a new lodging referral engine on
2020 was a new piece of business for 105 DIGITAL&OUTLETS PRINT VisitYakima.com.A new partnership with Datafy
Yakima.The First Responders Conference POTENTIAL VIEWERS We initiated new advertising partners with campaigns will provide us with rich insights into visitor traffic
was held in June at the Center.That was in key regional publications including Seattle Magazine, and behavior.We will launch a series of digital
followed by five other large conferences. TRAVEL TRADE Seattle Metropolitan, 1889 and 425 magazines. travel passports, beginning with wineries and
The year closed with the WA State Tree While travel industry and media trade shows were still • breweries. Our expanded advertising partnerships
An extensive, two-month digital advertising campaign for
Fruit Association holding their 1,600 person largely on hold in 2021,we look forward to in-person wine country and craft beer exceeded delivery by 251%. will continue in 2022 with a blend of print and
conference and tradeshow. 2022 is looking trade events to sell the region in 2022.These events digital promotions.With Digital Vendetta we will
promising as people are getting more build connections and showcase the Yakima Valley, • The refresh of our photo library is underway with photo complete an extensive series of exciting videos
comfortable with gathering in large groups. helping secure media coverage and group travel. sessions completed at several locations. promoting the Yakima Valley.