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HomeMy WebLinkAbout07/19/2016 04Aii Yakima Valley Tourism Mid-Year Report IC, 4 xs .1 ''N'4:,--- t , nY. 4 s. n. BUSINESS OF THE CITY COUNCIL YAKIMA, WASHINGTON AGENDA STATEMENT Item No. A.ii. For Meeting of: July 19, 2016 ITEM TITLE: Yakima Valley Tourism mid -year report SUBMITTED BY: John Cooper, President & CEO, Yakima Valley Tourism SUMMARY EXPLANATION: ITEM BUDGETED: STRATEGIC PRIORITY: STAFF RECOMMENDATION: BOARD /COMMITTEE RECOMMENDATION: ATTACHMENTS: Description Upload Date Type D report 711112016 Co r Memo Yakima Valley Tourism Mid Year Report July 19, 2016 0.,.• YAKIMA VALLEY TM State of the Industry Annually, visitors to Yakima County... • Spend $ 376 million • Create 3,800 direct jobs and • 1,482 jobs in support industries • Generate -1. million in taxes A 1/ sp oR,Ts cs,e,,<B11-+ The Sporting Life • 273 future sporting events booked YTD (+10%) • $22 million est. economic impac _ (+4%) Visitor Information Center: Serving the World • VIC creates new spending: — 4,731 visitors served through June — 30% of those visitors extended their stays = $ 116,382 in new visitor spending Promoted Yakima @ Trade Shows S EA T 14 11% ,.44(2111 ,l 4 WINE -. , FOOD �. A - _ . - ' , - it'' ,o F R l E s *1-- ---- YAK Aki&washington 4washington washington washington The State The State The State The State . exp va.■ experiea expo cewa (I wa com / 4 . w 1 4\ . , I , 7 . - .... lt 1 a 41 e -. - , k .. frA lv)-- : 1111 I 111 t I ' 10 , . -, ,, G e tti ng t e P ress ROAD WARRIOR V0ICES u, ilti'mee- e 199, 508,364 milli impressions ...... i _ 7 ■ I • i!iii, • y _..,,�__ i n 118 media - -� - .e „4,.: - . . . . = ,1 outlets Revamped: These 5 hotels just -- }rhwla• ao .o o ^ reopened after major renovations The Hotel Malsonr Y Once tal eat. grandest p p l ng �.� L i s. 0 ) (rrwat Qauart © Revamped hotels t trc Dmtl.:nds]D�,,.. +ra bW.l Want pnnentr.n Yakima. Wastungt tnl MOt.I k/a c]n nPDODO RS COOTS rKa^tY p Pas va.t-N rne.,..:a.t cog,* rcrsin..del n •. I - r]SnnrrR a cnnat r r.rYrvati,n tear hOltl was ]rtQinalb neM, rrypaeV now, n r91GSe a nape MI � fie xt tufr and mee'1n camvrrtr arse Nab (mammal no Rua k,:natrugt K as a itt,it a+c n i ,q.0 .rna.t ,,aatr VT Yak me frcan Staling NU 31w par r.�, Tow. 1otr1 gJeQS ar,d r )tOn tan �p.riena0 itt a,iquc• ,istp'ik boaatY ty .�� - ya a^d ib } T - �` !` pl(C7t1On1:W„a'rB O, _ _ I w 1h• fYOtt drarutK fFJlUrt Ot t . hYS ardruGUe. ' t (( + t 1 I 1 T,r ittal Matson n�n�b �r U°' ~11”' � .P11jn 1 ���r "` nr;� wa .strcrRY ^ habu:r.tho in '' {{ f R*r"'_ —�•— P c°fNSm aa4tm wnui,+7he t Ifl y � ` . f � . ' �� _.� T•,e peta m= hitedunlc , i , l•1 r � '� r A a .w �..' � 11i � .i tvlFUaCtc.n arz a�nOl a,d R . mcua,.re a, aaxar+ yta,k I 411111r -51:• (� ti menntl+cx:cn]c.ro,rt eYaorete dar tus a nd . .. Sc a Fa,rc wih u nU�kr kap "t y ikk p ;lv t en tap e d wi!h elaW�e :e t , i .; . qu sc2016 -Pa e2 B - •" ° °F<'" Northwest Travel & Die - u1y! B') 1 Bountiful Hops and Grapes Financial Consultant: Brunswick /Golden Isles In Rich - Soiled Yakima, WA 8 Tips an Reverse Mortgages Tempt Retirees to Georgia Coast • The Authority on Retirement Relocation x; 2261/June 2016 - - - - Farm . , 5 PROFILE: Liv WA �n aA rlh00da - 1 est production Communities ton comes the nations bi99 From Yakima in central Washing , i ,� ti tl proliferate here, too. Its s bu� not its ftequ frequent drotl ,.,= of hops- o Vineyards r w ho love the Northwest, :C a appeal to retirees = _ , - app 7 - - -- V JEAN ARTHUR t N HEELER , Ken and Carol Didion take in t ( , B Ya kim a in central ¢ j R O M THE SE AT S qF TN E o 1R�p Um State Forest a a western 9 r \ f the top de Range dominates t . . + the view i scene of the Cascade }e fu ine and Yel' c A H a o a � \>,thingron. A st`' g Va1kY lies to thr east>�N p � and the ! -s ` h orison, and the f ertS ( scene up the dirt d mi it es from dk,borrowtngowls ' C D) ` / F � • Y a[rOwlaf bal3aln cover for mule deer, , hull o provide t�, cp wroods and grass c NY, neighborho • d change therH'ellsvtTl ._ ' d;,� �� outdoors h ere u a s ign fran thong m a &m1e war. iva ta wa • Tlx 2 009aEter26Ye isue `__ i' i where they lived until 2012. wfio retired Conservation D + _ { oti.rr � Y�K 'We're enjoying life; says Ken, f b. lam' ` ■ + o York State Department of Enid Mountain, Just °rt °f 7 000 fea on, on Du1an t St Hclrns.' - ° ` , den with -hig New r and Moon r � r a mo w. s econd - and road in ashf Mount Rainier Mount ` dams Lan- Q ad ew `�{ n + elevation he and a slag wisps of clouds as Ken revs the 71-horsepower an- ° v st °� volcanoes snag with friends -_ 1 an on the Dtdions pined after rrsovv 8 o � four-wheeler. and Carol ril organiutimts on nder fouc� emerald t � Squ ad M'' Rids Club, a alongside x eT lakes and flower lined mils stn t0 sLOW bump -- 1Ne wanted h<ge. They r }rv,tihaod our lives a Duland Mountain shistouc fiii �y in centtaf pgrieulwre Ri41 is a maM d own small Yaksma' desert. in Yakima. but the c +h tovm. with oa d co o d Bo iws,ca / } b� an to a •firth•' �Yashingr° ma daw+noYmhas . d five w as settled laka an galleries. boutiques nod , with s•. immunity where the some • Nat t u n o Then 12.0 Yon ago. and climate was so much � _ i �- better than Seattle's Leven u .� . a • :_:r711,_71:11 _: �, r�, 'I Clarlc weather.'' through - _ _ - .: damp nt 150 m ils south , — Jackie Wallace cast o - _ .�- cast oC Sank. Yakima s _ - . the states 10th - larges '1_ 1r ' -- -___- l city. h was established in �A Al �l " 1 r die 11160s as a rough c attle-ranch in g ''' cattle- -T-,, i+ o f 1 � ' } tumble Ahtanum ••''''''''.1.11)'''.‘. town along �� _ 1 _ .' Creek. Soon aher the .. �� v v� Pacific Railway � s Northern th< valley. � -- shred through massive irrigation p.OI- IfilE GR 00 �s�i� ,l asiTAP , , , c /26; 0,0-n 1 • : µ ,� R . , i Marketing i w ....... _ AM • That f lii . , . , . i s i l li • r 1 OP ,II, f • NOM Gae, wgkf, Yakima. WA N,� - - COME TO THE SOURCE rl The Yakima Valley grows more hops, grapes and apples than anywhere else in the Pacific Northwest. YAKIMA Without us, there wouldn't be a craft beverage scene in Washington. Come taste what we grow. VALLEY 1.900.221.0751 • VisitYakima.com • f visityakima • lit EDyakimavalley • Ca yakimavalley Fly Alaska Airlines from Yakima and check your first case of wine free! Learn more at TasteAndTote.com 010Y1NG THAT gRF0 ? Inno i YOU'RE WELCOME H Campaigns : f HE YAKIMA VALL 41 OURCE grow375% OF OUR NATION'S HOPS V ) YAKIMA VALLEY ENTER TO WIN A CRAFT BREWERS Table GETAWAY! tents and GO TO VisitYakima.com - - - � ::: at (00. _z. 7 .. o oltiG thatbrew ` C't 1i12eT i�E nts souRCE W ELCOME y THE YAKIMA VALLEY e, 1 !. , ....al 440 YAKIMA VALLEY 09 t M78 M OUR NA TION'S HOPS sp i rits AndHop$Trail. com tfgk, , u is . ' Launched New Website ..„, C El visityakima.com n YAKIMA WHAT WHERE WHAT AREA YAKIMA VALLEY HOW TO TO DO TO STAY TO EAT EVENTS CRAFT BEVERAGES . romf EXPLORE P #YAKIMAVALLEY . .. _ . W ref Ri -.-- 7---7- VALLEY ir ...'i'vti,"ii44r4 ''" t r/Pb „ _.......... -1 • -41tigw- •• - ' .r ,' - . : . % , 44 " , A 4 ...., ... . 4 ,,,.. ` ' .,, 4 . , . . , i, . 1, : li-- i :1/ , - - r';:\ .." 1 ' . ' •, 5, S . **'{, , .11 .\'1,, - . ., .. / '%*,, ' 1 . • ` l ',' ... • 1/4. \k :', ' . .. , .., .. .1/4,, • ,.. , ..„s . •, .. _ . . 7 t A i , , . , 1 _ , . I to' ■ - ... J. % — ,.. ., # r - . ...:::--",,, • • • 6. t " ,-,. .0i a SEASONAL Attmetion HAT'S IN . ,„..._ --1- , .-- _ FARMTPetin, FU ....;,. N r _. '"" SEE W :- SEASON NOW ,, YAKIMA VALLEY i .Parged (Variety, of Proditee in, the he*" ' Northing Ilk A 1 Hal GUID ,1 40 -. ‘ GET A GUIDE ROOK A ROOM PIE Eill = VI __..._ _..._ 1 YAKIMA VALLEY , RAVEL GuiDE 2016 . ,1 1 .. . .... a o • 4 ' . I. 4 ' .. . • •� r IIP IIIIIIIIIIIIII"liIl":111,11111111111111" AIM - W. - • . • , . 0111 as r . 4.1 7710b ..... • 'I "" - ' ir-11 ". ' .- - or 40 - .- di I 11)r. *. - ' ' • • UP I. a 1 k f 14 li ' 'mss ` A ( \s . 4 • ' . „, ' q140 r IIIIV Convention & Group Sales k ipaill , - • Put through 85 convention leads .,., through May ( +4 %) ,, • __, future room nights ( -11 %) ,,, 1 V ---,-&-- ,1P ., __,, A . , , ,...,_____, . . . . _ _ , . . T T , G / - _ _...t.,, , \6 .q., V 0 ell • 1' E C , r > . \ IL g , ,4. 11) tc :j r O " 0 . • c a N - =,‘.;,',- 7 ,---_ , _-____-, . E.1. .......... ; , g •■ ~ '" a 4 . J1 ' 4y Yakima Convention Center 180 event days through May ( -18%) 44,819 attendees ( +4%) 241 future days booked ( +13%) 6. Destination strength elements that contribute to destination appeal: ..±. !LODGING ACCOMMODATIONS di MEM ■ A IR ACCESS ������ MEETING ASSETS (E.G. CONVENTION CENTER) ��_���rr INTERNET CAPACITY ���_���� ENTERTAINMENT, ATTRACTIONS, SHOPPING AND DINING �� TECHNOLOGY TO SUPPORT PLANNER /ATTENDEE NEEDS miumi M IMMMMIMIIIIIIMai m DESTINATION BRAND ������ LOCAL TRANSPORTATION ` � 111111 1`�� UNIQUE EVENTS ��� `� �� • RECENT MEETINGS INDUSTRY RANKINGS 1.11111111. ��� 0 10 20 30 40 50 60 rf'■ 70 80 Source: FULCRUM /Kliman Group 2016 90 100 No appeal Limited Appeal Considerable Appeal Game Changing Appeal Destination infrastructure continues to be the game - changer. lit a G) ... y , C Cl) O C V L.,.,, , , . ■ �, ■ i iniliS\\\\\\\\\\\IMiMO 0 •— 0 I\IL\�\�\�\IL\A\SIIIIIII11�111 - ' O O O ♦1111+ ILMIMILMILIIIIIIIIIIIIIIIIIMIS IM �\I\IL\��IL���ILInnIIII�laUM S 0 C mia CI) summinstatimmassituts col In - insummatimstasssiassumas IN O i 0 0 ■ C Cl) Lts•ss•sassig i INC r •••• • •1•1•.1•.1• 1 • C ^ • . .,:11•1•1•.... 1 W 0 • ' = 0 11 11,11.- ,_• -•- CU �^ r 0.) 0 • ■ 2 1 a ■- _ i aullo I jI ! I = Lt) Ce O "' • a) gxN i cn V = = t co V ■_ A j . O in - 11. � N ,, - ,..'7,_' „� b i / 0 1; i:-. i 1 - - I( • !I = 0 t►lMi - a 11 4-1 / . Si mi m. i 1 1 T: r ig L _ S "f= 6 CL 0 — V • a_ C S r 2 _ ii)171 ill 1 )... CD >” CC 0 O 0 Moving Forward • Design, engineering, etc. for expansion • Convention center hotel issues and opportunities • Continue capital improvements 1! ,. YAKIMA VALLEY TM