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SAN JUAN ISLAND VISITORS INFORMATION BUREAU |
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Hotel/motel revenue up
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| HOTEL/MOTEL TAX | ||
| Year | Original 2 percent | Second 2 percent |
| 1999 | $257,969 | |
| 2000 | $323,487 | |
| 2001 | $312,735 | |
| 2002 | $384,418 | $8,926 |
| 2003 | $322,354 | $322,045 |
| 2004 | $350,248 | $347,862 |
| 2005 | $350,764 | $350,764 |
By Sharon Kivisto
posted 12/14/05
San Juan Islands Visitor Bureau's contract with the county has been extended through 2007. Earlier this year, county Commissioners discussed potential changes to the distribution of the lodging tax funds. The discussions ended abruptly after the Visitor Bureau Board President surprised the commissioners by informing them the contract had automatically been renewed for two more years. The deadline was four months before its expiration date.
Commissioner Kevin Ranker said, "I was aware of the deadline, but thought that because I had spoken to the Visitors Bureau director, staff and members of their board on more than one occasion about the BOCC’s intention to go out for a full request for proposals (RFP), and the Lodging Tax Advisory Committee (of which a majority of the members are members of the Visitors Bureau) was actively drafting a new RFP, that we all understood that the contract was not going to be renewed in its current form. I was surprised when I received the letter from the Visitors Bureau board president stating that because the County had not given them "written notice" they planned to execute a clause in the contract for automatic two-year renewal.
Visitor Bureau Executive Director Deborah Hopkins and SJIVB President Laura Saccio presented the 2006 marketing plan and budget to the commissioners in November. Saccio said, "We're here to show you what tourism can give back to San Juan County. It promotes economic development, environmental protection and is a powerful force for peace."
"Tourism supports almost every other job in the county (including) utility workers, teachers," she said. Tourists feel strongly about environmental protection after viewing beautiful natural areas, she said. As for world peace, she said, "Travel brings together people. It is a chance to show people we are not all cowboys. It is a strong chance to unite people."
"I am interested in seeing some real standards of performance," Commissioner Bob Myhr said.
Lodging facilities collect 4 percent hotel/motel tax. Two percent is distributed to theaters, museums, the fair and the county parks department. The other 2 percent is devoted to promotion.
"Our residents continue to be concerned about mitigation effects," Myhr said. The commissioners want to continue to "reexamine defiinition of promotion." He thanked Saccio for her "lively and interesting presentation."
Ranker said, "I'm glad to see marine educators (on the list) but don’t see others in marketing plan. We have such an opportunity here to think outside the box particularly on the calendar. I'd like to see one less wedding show and more marine conferences."
The plan, budget and calendar are posted below.
| 2006 SAN JUAN COUNTY DESTINATION MARKETING BUDGET | |
| INCOME | |
| County (second) two percent hotel/motel tax (based on 2004 actuals) | $347,863.00 |
| Interest | $200.00 |
| Total Income | $348,063.00 |
| EXPENSES | |
| County 1% Admin. Fee and Warrant Interest Fees (approx.) | $5,700.00 |
| Administration and General Operations (rent, telephones, accounting, computers/DSL, insurance, meetings, conferences, office supplies, etc.) | $30,900.00 |
| Marketing Programs and Personnel (advertising, web, trade shows, travel trade) | $121,607.00 |
| Media Relations Programs and Personnel | $64,497.00 |
| Visitors Guide Printing and Distribution | $24,949.00 |
| Research/Measurement (excludes staff time and WA Tourism resources) $2,000.00 Visitor Education and Community Relations | $2,600.00 |
| Visitor Services - Chamber Contracts (15%) | $52,180.00 |
| Visitor Services - SJIVB Personnel and Expenses (postage, phones, etc.) | $43,630.00 |
| Total Expenses | $348,063.00 |
Overview
The San Juan Islands Visitors Bureau (SJIVB) promotes San Juan County as a premier, year-round travel destination, with emphasis on shoulder-season visitation, in order to strengthen the County's economy. The organization is a non-profit 501(c)6 which is an independent contractor to San Juan County and the Town of Friday Harbor to provide destination marketing services.
The SJIVB, formerly the Business Association of San Juan County, was organized in 1999 when Islands businesses determined a need for active, cooperative marketing. At that time, the County's Visitor Information Service organization was only allowed to respond to visitor inquiries rather than actively promote to visitors. In 2001 the SJIVB requested that the County research collecting an additional 2% "special" hotel/motel tax dedicated to promotion only. A Lodging Tax Advisory Committee was formed, the County began collecting the additional 2% in October 2002, and in December 2002 the SJIVB was selected to contract with the County to provide destination marketing services.
Our Mission
The mission of the San Juan Islands Visitors Bureau is to enhance the unity and economic prosperity of San Juan County by promoting the San Juan Islands as a preferred, year-round travel destination, while respecting the Islands' unique and diverse ecosystems, environments, lifestyles and cultures.
Our Vision
The San Juan Islands Visitors Bureau is recognized by visitors, tourism organizations, government officials, diverse community interests, and businesses and residents county-wide as a steward, principal voice and innovative leader of San Juan County's tourism industry.
Our Product
The San Juan Islands are most known for their natural resources -- scenic beauty, nature and an abundance of "watchable" wildlife. Current visitors also equate the San Juans with art and artists, as well as numerous outdoor recreation activities including hiking, biking, sea kayaking, boating, sailing, fishing and scuba diving. The Islands also share lesser known attributes including our temperate climate, natural and cultural history, performing arts, unique attractions, dining experiences and seasonal festivals and events. The Islands are family friendly, as well as ideal for a relaxing and/or active romantic getaway for couples of all ages.
Our Target Visitor
The San Juan Islands' target visitor is an environmentally-conscious nature lover, who enjoys being surrounded by scenic beauty and learning about the natural and cultural history of a destination. This ideal visitor believes and understands the responsibilities and rewards of eco-tourism, as well as its stewardship principles. This visitor wants to experience outdoor recreation, responsible wildlife watching, unique attractions, dining, art galleries, performing arts, festivals and events. This ideal visitor would stay for one or more nights, and once home would tell friends and family about his/her wonderful experience in the San Juan Islands.
Strengths - Scenic beauty, nature, "watchable" wildlife, recreational opportunities, arts, a true getaway, temperate climate, proximity to Seattle/Victoria/Vancouver, unique "islands" destination, relaxing "island time"
Weaknesses - Perception of complicated transportation, travel time and ferry lines; dependent on ferries/air transportation, misconception about weather/climate, lack of awareness, small funding sources for promotion compared to other destinations
Opportunities - Increased media relations, increased visitor education, increased community relations, increased funding, increased destination weddings
Threats - Ferry fares, gas prices, visitor impact on resources (water, sewer), competition's year-round advertising, economy, possible smaller growth in major funding source due to broader distribution of funds to multiple organizations - competition among various entities that could erode a heretofore common focus and plan to improve overall County tourism
Overall, leisure travel trends continue to include shorter, more frequent getaways and more last-minute bookings to destinations closer to home. According to Washington State Tourism, an average American takes one extended-stay vacation (seven days) and four to five "breakations" per year (up to four days). There are more visits with friends and family, and greater inter-generational travel. More travelers are seeking safe destinations, cultural exploration, real/authentic experiences, "must-see" destinations, "nature as therapy" and outdoor activities.
Travelers are sophisticated consumers, purchasing quality, value-added travel packages and conducting online travel research, often purchasing online. Travelers have the attitude "been there, done that" in order to try new experiences.
The San Juan Islands have the highest need for increased visitation and new visitor dollars during the spring and fall months when 1) the weather is temperate for outdoor activities and wildlife watching, and 2) we have the infrastructure to accommodate more guests in lodgings, restaurants, shops, commercial wildlife watching boats, sea kayaks, bicycles, attractions, festivals/events, etc. It should be noted that this same infrastructure is not 100% full in the summer, when businesses need to "make hay while the sun shines."
Target Consumer Markets At this time, the SJIVB has determined that our major market for leisure travelers during the spring and fall is the Pacific Northwest, with concentrations in the Seattle/Puget Sound and Portland areas. Our target demographic are couples over 25 years old, with household incomes of over $75,000, who are interested in scenic beauty, nature, outdoor recreation, and cultural festivals, events and attractions. In addition to the leisure traveler market, we will concentrate on the destination weddings markets in Seattle and Portland - marketing to brides who bring groups of 10 to 350 to the Islands.
The Seattle/Puget Sound market is saturated by destination marketing promotions in print, radio and television. Many of our competitors -- Ocean Shores, Whidbey Island, Lake Chelan, Leavenworth, the Olympic Peninsula, Bellingham, Anacortes, Victoria, etc. -- advertise on a year-round basis and/or during summer.
1. Strengthen San Juan County's year-round economy. To increase annual overnight visitation by 10% in order to bring new visitor dollars to San Juan County lodgings, restaurants, shops, galleries, attractions, tour operators, festivals/events, etc. in order to strengthen the County's overall economy. Leisure traveler niches we will pursue through advertising and media relations will include cultural/heritage tourism (history, the arts, festivals/events), eco-tourism (responsible wildlife watching), outdoor recreation (sea kayaking, hiking, biking), culinary tourism (agriculture, gourmet foods), educational tourism, weddings and small meetings.
2. Earn the financial and philosophical support of residents, businesses and government officials. To educate the Lopez, Orcas and San Juan Island communities and government officials regarding the vital importance of tourism as an economic development strategy for San Juan County.
3. Communicate San Juan County's environmental stewardship message to all visitors.
4. Foster an appreciation of San Juan County's history and culture.
5. Enhance the county-wide visitor experience. This will be achieved by partnering with the Chambers of Commerce, tourism-related businesses, etc.
Staff/Management and Board of Directors
Retain Executive Director Deborah Hopkins on a full-time, contracted basis
Retain Public Relations Manager Robin Jacobson in a full-time position
Retain Visitor Services Manager Jody Price and Visitor Services Coordinator Louise St. Luise in half-time positions, each 20 hours per week
Retain Bookkeeper Pat Devlin for approximately three hours per week
Elect/re-elect three new board members and officers before April 1, 2006
The Board of Directors consists of the following 10 members; one board member has recently resigned. The Board meets on a monthly basis, rotating from island to island.
Professional Memberships and Continuing Education
Continue memberships/partnerships with Washington State Tourism,
- Washington Association of Convention and Visitors Bureaus,
- Washington Economic Development Association,
- Western Association of Convention and Visitors Bureaus, Seattle Convention v Visitors Bureau,
Northwest Outdoor Writers, etc.Attend pertinent training, information and marketing conferences, workshops, etc. with the above organizations
Membership
Lodging - Grow lodging memberships by offering complimentary, basic memberships to all County lodging entities collecting the "special" hotel/motel 2% tax
Non-lodging - Grow non-lodging memberships by offering $100 basic memberships to all County non-lodging businesses, as well as non-County lodging and non-lodging businesses
Industry Trades - Offer membership trades to targeted convention and visitors bureaus and chambers including San Juan County Chambers, Anacortes Chamber, Bellingham CVB, Seattle CVB, La Connor Chamber, Tourism Victoria, etc.
Membership Meetings - Hold two membership meetings during the year, in the spring and fall, in order to network with all three islands, report on programs and accomplishments, and provide tourism education opportunities
Workshops - Offer one or two workshops each year, in partnership with Washington State Tourism, on topics such as hospitality, packaging, etc.
Partnerships
Continue to develop partnerships with local and regional organizations including San Juan County Chambers, SJC Economic Development Council, Town of Friday Harbor, Port of Friday Harbor, Elderhostel, Friends of the San Juans, transportation (Washington State Ferries, Kenmore Air, San Juan Air, Island Air, San Juan Transit, Orcas Shuttle, Victoria Express, Island Commuter, Victoria Clipper, etc.), Washington State Tourism, Seattle CVB, Tourism Victoria, Anacortes Chamber, Olympic Peninsula Tourism, etc.
Town of Friday Harbor
The SJIVB is applying for a 2006 grant in order to provide the following services:
Advertising - Promote Town of Friday Harbor in general, spring and fall advertising, by listing/mentioning them with Lopez, Orcas and San Juan Islands in all appropriate advertising
Media Relations - Promote the Town of Friday Harbor, in addition to the County, to targeted regional and U.S. media, as well as attend media marketplaces
Other - Attend all meetings of the Friday Harbor Lodging Tax Advisory Committee in order to determine other marketing needs
Consumer Advertising and Promotions
E-Newsletter - E-mail a quarterly or bi-monthly newsletter to opt-in consumers, enticing them with packages and specials, festivals and events, new attractions, news, etc. regarding the San Juan Islands
Advertising Firm(s) - Retain advertising firm Levy Sheckler LLC, from Seattle, to create spring and fall ad campaigns. Levy Sheckler provides the SJIVB with highly discounted rates for creative services due to their special interest in the Islands. We will also look for such service providers in the Islands.
Branding - Continue toward a brand for the San Juan Islands as we work with Levy Sheckler LLC. We are currently utilizing "The San Juan Islands - There's No Place More Beautiful" in ads which feature an aerial shot of the islands.
Spring Campaign - Utilize print, radio and/or television to target Seattle/Puget Sound and Portland markets. Apply for BELO matching grant with KING5 and Northwest Cable News through a Washington State Tourism program.
Fall Campaign - Utilize print, radio and/or television to target Seattle/Puget Sound market. Apply for BELO matching grant with KING5 and Northwest Cable News through a Washington State Tourism program.
Festivals and Events - Assist in promoting islands events, which meet shoulder-season criteria, in our spring and fall advertising campaigns
"Piggyback" on Washington State Tourism and Seattle CVB Marketing Efforts - Advertise in the 2006 Washington State Visitors Guide (440,000 printed) and 2006 Seattle CVB's Visitors Guide (200,000 printed). (Both include listings and links on their websites.) Also advertise in Seattle CVB's "Super Saver" coupon booklet (150,000 printed), valid November through March.
Travel Publications - Advertise in key publications such as the AAA Oregon/Washington Tour Book, Skagit Valley Tulip Festival Guide/website, Washington's Travel Guide to Indian Country, Seattle's Favorite Attractions brochure (700,000 printed), etc. as funds allow
Travel Websites/Pages - Advertise on key on-line travel pages such as Seattle CVB, Seattle Times, P.I., Weekly, The Oregonian, etc. as funds allow
Packages and Specials - Promote seasonal SJIVB member packages and specials on the website, to entice those looking for value.
Internet Marketing
www.GuideToSanJuans.com - Continue to update and enhance our website with new member listings, festivals and events, specials and packages, wedding planning information, meeting planning facilities, etc.
www.GolfSanJuans.com - Update and enhance this website, promoting year-round golf in the San Juans
Tracking - Utilize DeepMetrix tracker to better track users, referrers, key words, page views, time spent on website, etc.
Links - Continue to develop reciprocal links with members and targeted websites such as Washington State Tourism, Seattle CVB, GoNorthwest.com, etc.
Search Engine Optimization - Continue to optimize our website with the goal of appearing within the top three listings under key search words/terms on major search sites such as Google, MSN, Yahoo, etc.
"Dot Travel" - Purchase appropriate, new .travel URLs as they become available.
Media Relations
Press Trips - Continue to invite targeted, qualified travel writers on individualized and/or group press trips, concentrating on the following niche markets: cultural/heritage tourism (history, the arts, festivals/events), eco-tourism (responsible wildlife watching), outdoor recreation (sea kayaking, hiking, biking), culinary tourism (agriculture, gourmet foods), educational tourism, weddings and small meetings. Partner with members to host them.
Washington State Tourism Press Trips and Media Leads- Continue to partner with the State to host travel writers. Continue to respond to WA Tourism media leads and distribute these leads to our members.
Seattle CVB Press Trips - Continue to partner with Seattle to host travel writers
E-Newsletter - E-mail a quarterly or bi-monthly newsletter to select media, enticing them with storylines regarding unique packages and specials, festivals and events, new attractions, news, stewardship practices, etc. regarding the San Juan Islands.
Storylines - Continue to research, write and distribute story ideas to targeted media
New York Media Blitz - Attend this Washington State Tourism blitz in February, making sales calls on major magazine and newspaper editors working in our niche markets.
Northwest Outdoor Writers Association - Retain our membership, attend the annual conference, and develop relationships with members
OOther Writer Associations - Research joining Society of American Travel Writers, Public Relations Society of America, etc., and attending their conferences and media marketplaces
Media Database - Continue to expand our regional, national and international media contact list
Press Kit - Develop enhancements for our press kit, highlighting shoulder-season activities and niche markets
Photo and Video Library - Continue to develop partnerships with local photographers in order to have a wide variety of photos available for media requests, ads and websites. Also work with local or regional videographers to create B-roll which is requested by various national media.
News Releases - Continue to write and distribute pertinent news releases regarding new tourism-related businesses, special events, specials, packages, etc.
Crisis Communications - Coordinate crisis communications when necessary
Bacon's Clipping Service - Continue to utilize this service to track San Juan Islands articles in newspapers and magazines across the U.S., and also invest in its proprietary media database subscription (Media Source Research Module).
Travel Shows
Exhibit at the Seattle Travel Show in January; invite Chamber reps
Exhibit at the Portland Travel Show in April; invite Chamber reps
ravel Trade - Domestic and International
Travel Trade - Continue to partner with Washington State Tourism and Seattle CVB in order to host targeted domestic and international contractors, tour operators and travel agents on familiarization tours. Partner with members to host them.
Concierges - Continue to host Seattle, Victoria and Vancouver concierges on familiarization tours as part of our 2010 Winter Olympics strategies. Partner with members to host them.
Destination Weddings
Update and enhance printed "Wedding Planning Guide" on an on-going basis in order to add new members
Update and enhance website "Weddings" section on an on-going basis in order to add new members
Exhibit at the Seattle Wedding Show in January; invite Chamber reps
Exhibit at the Portland Wedding Show in January; invite Chamber reps
Assist in promoting Orcas Island's "Destination Weddings Open House," scheduled for February 25, 2006 by distributing information at the Seattle and Portland wedding shows in January
Invite targeted wedding magazine editors and writers on press trips
Submit destination wedding storylines to wedding magazines
Work the "honeymoon" angle into all wedding marketing
Advertise in the Seattle and Portland Bravo Wedding Resource Guide if funds allow.
Meetings and Incentive Travel
Update and enhance printed "Meeting Planning Guide/Grid" as needed in order to add new members
Update and enhance website "Meetings" section as needed in order to add new members
Research targeted travel trade and media conferences to bid on in order to bring them to the Islands, such as the State's "Watchable Wildlife" Conference
Partner with island meeting facilities to research and target educational and scientific conferences (environmental, nature-based, marine biology, etc.) to bring to the Islands, as the SJIVB does not have staff to dedicate to these market niches
Submit meeting and retreat location storylines to meetings publications
Research incentive travel market.
Visitors Guide
Update and enhance our annual, 36-page Visitors Guide. Print approximately 200,000 to be distributed by Certified Folder Display as a lure piece (along I-5 from Tacoma to Bellingham and on the ferries system), as well as a fulfillment piece for callers and e-mailers to SJIVB and Chamber offices. The 2006-07 Visitors Guide will be published in March.
Include our "Leave Only Footprints" visitor education message on the back cover of the Visitors Guide - a very prominent and valuable placement
Visitor Education
Update and reprint our "Leave Only Footprints" visitor education brochure, adding partners who endorse the information regarding our environment, island culture, natural history, etc. and safeguards to protect them. Distribute them through Chamber visitor centers, lodging, County Courthouse, Town Hall, member businesses, etc.
Include "Leave Only Footprints" message on the back cover of our Visitors Guide
Lease a brochure rack on the Anacortes-San Juans ferry runs to display "Leave Only Footprints" brochures
Research new ideas and partners for visitor education projects
Community Relations
Submit regular news releases to local media regarding SJIVB projects, visitor statistics, etc.
Promote National Tourism Week in May, which coincides with National Preservation Month
Update and reprint "Leave Only Footprints" visitor education brochure, adding partners who endorse the information. Promote to locals.
Exhibit at the San Juan County Fair
Request to give presentations at various local organization meetings such as Lions, Soroptimists, Kiwanis, Rotary, etc.
Work with the San Juan County Economic Development Council to assure that tourism is viewed as a positive economic development strategy for the County.
Develop relationships and partnerships with Islands organizations such as Friends of the San Juans, Skagit Valley Community College/Elderhostel, etc.
Government Relations
Board of County Commissioners - Meet with each Commissioner at least twice a year to develop relationships. Request to present reports to the BOCC twice each year. Submit quarterly reports per our County contract, as well as an annual report.
Lodging Tax Advisory Committee - Develop relationships with individual members. Submit quarterly and annual reports per our County contract. Attend all meetings.
Friday Harbor Lodging Tax Advisory Committee - Develop relationships with individual members. Submit quarterly reports to members as well as Town Administrator and Mayor. Attend all meetings.
Special Projects
2010 Winter Olympics in Vancouver, B.C. - Continue researching and planning for how the Islands can capture pre and post visitors to Vancouver, B.C. Utilize the Visitor Services Roundtable to spearhead the marketing plan and implementation.
Scenic Byway Designation - Continue working with an all-islands committee made up of many organizations (BOCC, Ferry Advisory Committee, Friends of the San Juans, EDC, Public Works, Chambers, Town of Friday Harbor, etc.) as well as the WA State Ferries, Anacortes, etc. in order that the ferry route, and perhaps driving routes on each island, become designated as the 25th Washington Scenic Byway.
Visitor Services
Staff - Continue to employ two, in-house, half-time staff (Visitor Services Manager and Visitor Services Coordinator) to answer phone call and e-mail requests for visitor information, and provide fulfillment. They will also gather and report monthly visitor statistics from SJIVB and Chambers, and assist with special projects such as Meeting Planning Guide, Wedding Planning Guide, Visitors Guide, website, membership, etc.
Phone System - Continue to utilize new phone system which gives callers four choices:
- Press 1 for visitor information regarding all of the San Juan Islands, press 2 for the San Juan Island Chamber of Commerce, 3 for the Orcas Island Chamber of Commerce and 4 for the Lopez Island Chamber of Commerce. (When 2, 3 or 4 are pressed, callers are transferred to the Chamber offices; the SJIVB answers line 1.) Continually update message depending on season and Chamber hours.
- Contracts with Chambers - Continue to contract with the Lopez, Orcas and San Juan Island Chambers of Commerce to provide walk-in visitor centers on each Island, keep calendars of events updated, collect visitor statistics, etc.
- Quarterly Roundtable Meetings - Continue to hold quarterly Roundtable meetings with three Chambers in order to improve communication, partnerships, take island familiarization tours, etc.
- Calendar of Events - Compile a comprehensive, monthly, county-wide calendar of events, and continually update this information on our website, with assistance from the Chambers
- Visitor Center and AAA Office Fulfillment- Send sample visitor guides to targeted AAA offices and visitor centers in Washington, Oregon and California. Send quantities of visitor guides to all visitor center and AAA office requests.
Measurement and Research
Continue to measure our marketing efforts to determine return on investment by collecting and analyzing the following data:
Visitor Statistics - Continue to track where our potential and actual visitors are from, how they heard about the San Juans, why exactly did they visit the San Juans, etc. as we collect this data over the phones, by e-mail and from walk-ins, by both the SJIVB and Chambers.
Economic Impact - Continue to conduct periodic "exit surveys" in the ferry lines, specifically during spring and fall, to determine the above, as well as the economic impact of our visitors.
Reporting - We will report this data in quarterly reports per our County contract, or as needed.
2006 Marketing and Industry Calendar |
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| Jan. 7-8 | Seattle Wedding Show | Seattle |
| Jan. 14-15 | Portland Wedding Show | Portland |
| Jan. 28-29 | Seattle Travel Show | Seattle |
| Feb. 19-24 | New York Media Blitz w/ WA Tourism | New York |
| March-May | Spring Advertising Campaign | Seattle/Port. |
| April 28-30 | Portland Travel Show | Portland |
| April | Western Assn. of CVB's Spring Conference | TBD |
| April | Northwest Outdoor Writers Conference | Montana |
| May | National Tourism Week/National Preservation Month Recognition Campaign | SJ County |
| July | Western Assn. of CVB's CEO Forum | TBD |
| August 16-19 | San Juan County Fair | SJ County |
| Sept.-Oct. | Fall Advertising Campaign | Seattle |
| September | WA State Watchable Wildlife Conference | TBD |
| October | Western Assn. of CVB's Annual Conference | Portland |
| November | Governor's Tourism Summit | Seattle |
SAN JUAN ISLANDER © 2008