HomeMy WebLinkAboutMinutes 01/06/2014LODGING TAX ADVISORY COMMITTEE
January 6, 2014 at 3:00 p.m.
Pittis Conference Room — City Hall / Port Angeles, Washington
CALL TO ORDER
Councilmember and Committee Chair Kidd called the meeting to order at 3:03 p.m.
ROLL CALL
Voting Members Present: Cherie Kidd, Scott Nagel, Kathe Bande and Ryan Malane.
Voting Members Absent: Joseph Mollerus.
Non -Voting Members Present: Fowler Stratton and Betsy Wharton.
Non -Voting Members Absent: Mike Edwards.
City Staff Present: Nathan West, Byron Olson, William Bloor, Janessa Hurd, Corey Delikat and Robin Anderson.
October 24, 2013 Meeting Minutes
Scott Nagel discussed the motion for the committee's 2013 recommendation and stated he remembered the
$10,000 for the Festival Tent, was more for preparation than for purchase. Committee discussion followed. Ryan
Malane moved to approve the October 24, 2013, minutes as amended, including the statement the $10,000 for the
Festival Tent is intended for planning and preparation to purchase the tent. The motion was seconded by Scott
Nagel and approved unanimously.
2014 Marketing Expenditures
Community and Economic Development Director Nathan West explained the City Council sequestered $216,000
of Lodging Tax Revenue proposed to be spent on marketing as part of the City Council Budget adoption on
December 3, 2013. He discussed the Council's request to focus on "Return on Investment" when it comes to
allocating marketing dollars from the Lodging Tax revenue the City receives. He recommended the committee
develop performance measures to be used as well as determine the best way the $216,000 of marketing dollars
should be spent. He stated Council would need a recommendation from the committee to remove the
sequestration and how to spend the marketing funds. Committee discussion followed.
Russ Veenema, Executive Director of the Port Angeles Regional Chamber of Commerce presented his suggested
marketing budget. Committee members made multiple suggestions regarding amendments to the proposed
Chamber of Commerce marketing budget. Committee discussion followed.
Director Nathan West opened the discussion on specific performance measurements and encouraged the
committee to determine a list to recommend to City Council. Committee discussion followed regarding types of
performance measurements.
Ryan Malane moved to recommend the City Council
1. Approve the Port Angeles Regional Chamber of Commerce proposed marketing budget as amended,
including the following proposed budget
Internet Marketing $ 23,525
Magazines & Trade Journais 15,613
Vacation Planners 14,200
LTAC Minutes
January 6, 2014
Page 2
Television 30,000
Vancouver Island Marketing 19,512
Washington State Ferry 6,300
Olympic Peninsula Tourism Commission 22,000
Administration 65,000
Total $196,150
Lift the sequestration on marketing funds based upon the following list of performance measurements
a. Visitor Center Statistics
b. Chamber of Commerce online statistics on website visitation
c. Occupancy rates from local hotels
d. Regional website analytics
e. Regional area percentage
f. Online data analytics and social media analytics
g. Monthly room tax collected
h. Integrated Tourism Commission data
i. Monthly comparisons to prior year
Summer visitor center surveys
3. Chamber of Commerce quarterly reporting to the Lodging Tax Advisory Committee regarding
performance measurements.
The motion was seconded by Scott Nagel and approved unanimously.
DETERMINE NEED AND DATE OF NEXT MEETING
It was determined quarterly meetings of the committee would be the most beneficial. The committee agreed by
consensus to meet in January, April, July and October during the year. In addition, they agreed to meet in the first
Thursday in August this year instead ofJuly.
ADJOURNMENT
Meeting adjourned at 4:47 p.m.
1:2 ,4 --LQ
Cherie Kidd, Chair
Janes j urd, City Clerk