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09112025 LTAC Agenda Packet
September 11, 2025 Lodging Tax Advisory Committee Page 1 Lodging Tax Advisory Committee Special Meeting Agenda Thursday, September 11, 2025 10:00 a.m. – 12:00 p.m. Notice is hereby given that the Lodging Tax Advisory Committee (LTAC) will hold a hybrid Special Meeting on Thursday, September 12th, 2025, starting at 10:00 AM in the City Council Chambers in City Hall located at 321 E. 5th Street, Port Angeles, WA. This meeting will be conducted as a hybrid meeting. In hybrid meetings, members of the public, Committee members, and City staff have the option to attend the meeting in person, at City Hall or remotely via telephone or video link. Audio only: 1-844-992-4726 Access code: 2556 426 8092 Webinar password: w2kMMAJpx28 (92566257 when dialing from a phone or video system) Once connected, press *3 to raise your virtual hand if you wish to make a comment or public testimony. You will be notified when it is your turn to speak. This access code is good for the September 11, 2025 meeting only. Webex link: https://cityofpa.webex.com/cityofpa/j.php?MTID=m1a5942bd0876337b1e6a95de824447cf To make a public comment, please use the “raise your hand” feature in Webex. You will be notified when it is your turn to speak. The meeting is open to the public. I. CALL TO ORDER II. ROLL CALL III. APROVAL OF MINUTES Minutes of the June 12, 2025 Lodging Tax Advisory Committee meeting. IV. PUBLIC COMMENT The Lodging Tax Advisory Committee desires to allow the opportunity for Public Comment. However, business must proceed in an orderly and timely manner. Visit https://www.cityofpa.us/984/Live- Virtual-Meetings to learn how to participate during public comment and or watch the meeting live. Written public comments can be submitted to lodgingtaxadvisorycommittee@cityofpa.us, comments will not be read aloud. V. DISCUSSION/ACTION ITEMS 1. Action: Tourism and Destination Marketing Finalist Selection. Presentations by the four finalists selected by the Committee and a Committee recommendation of the preferred candidate to City Council. 1. LuLish Design 2. JayRay 3. Madden Media 4. Wander Fuca VI. STAFF UPDATES 1. September 19th Annual Lodging Tax RFP Applicant Training 2. September 19th Lodging Tax Fund RFP Published 3. July Lodging Tax Report / Information only. 4. July Visitor Counts Report / Information only. VII. COMMITTEE MEMBER UPDATES VIII. ADJOURNMENT LODGING TAX ADVISORY COMMITTEE Port Angeles, Washington June 12, 2025 10:00 a.m. This meeting was conducted as a hybrid meeting. CALL TO ORDER Chair Carr called the meeting of the Lodging Tax Advisory Committee to order at 10:02 a.m. ROLL CALL Members Present: Navarra Carr, Christine Loewe, Caitlin Sullivan, Sam Grello, Katie Bedard (attending virtually) and David Mattern. Members Absent: None Staff Present: Ben Braudrick, Courtney Bornsworth, Melody Schneider (attending virtually), Sarina Carrizosa. COMMITTEE MEMBER INTRODUCTIONS APPROVAL OF MINUTES It was moved by Sam Grello and seconded by David Mattern to: Approve the May 8, 2025 minutes. Motion carried 6-0. PUBLIC COMMENT None given. DISCUSSION/ ACTION ITEMS 1. Discussion: Visit Port Angeles Destination Marketing Presentation Planning Supervisor Ben Braudrick introduced Lynnette Braillard from Lulish Design, who presented a Visit Port Angeles Destination Marketing to the Committee. The presentation discussed tourism marketing efforts of 2024- 2025. Planning Supervisor Ben Braudrick discussed the goals and outcomes of the destination marketing program, followed by a video and a series of audio clips provided by Lulish Design. Committee discussion followed. 2. Action: Annual Review of LTAC Funding and Disbursement Work Plan and Procedures Committee review of application scoring criteria and final recommendation for adoption of the Funding and Disbursement Work Plan and Procedures resolution. Planning Supervisor Braudrick spoke to a summary of changes that were proposed in the Work Plan and Procedures document. Committee discussion followed. The Committee discussed potential additions and edits to the document, which included: • Adding off-season and shoulder season to item #6 under the Scoring Criteria on page 5 and suggesting 3-4 points for the shoulder season and 5 points for the off-season. • Strike language in the annual excess reserve funding item #3 to read Any remaining excess reserves not allocated to proposals during the LTAC annual budget recommendation may be considered for use each spring. • Scoring Criteria 3 for the Tourism Marketing, Tourism-related Operations, and Events category #3 should include and demonstrate history or high success with similar activities at the end of the statement. • Include edits that were proposed in the minutes from the May 8, 2025, meeting. • Correction of typos throughout the document. • Additional language regarding a potential second round of funding opportunities on page 4. The committee commented that they do not want to require LTAX applicants to attend the fall meetings, but it should be encouraged and recommended that applicants attend those meetings in order to answer Committee questions. LODGING TAX ADVISORY COMMITTEE – June 12, 2025 Page 2 of 2 It was moved by David Mattern and seconded by Sam Grello to: Recommend that the City Council adopt the LTAC Funding & Disbursement Work Plan and Procedures with the proposed changes. Motion carried 6-0. STAFF UPDATES 1. Hybrid User Guide 2. May 2025 Lodging Tax Report COMMITTEEE MEMBER UPDATES Committee member Bedard announced to the Committee that she will be leaving the City of Port Angeles and will be stepping down from the committee after this meeting. Committee member Grello shared the Waterfront District Cultural Ambassador Program as part of the Hearts and Minds Campaign with BC. Chair Carr spoke to the City’s Comprehensive Plan Open House meeting that will take place at Red Lion from 5 p.m. to 7:30 p.m. on June 12, 2025. No other reports were given. ADJOURNMENT Chair Carr adjourned the meeting at 11:50 a.m. _____________________________________ _______________________________ Navarra Carr, Chair Courtney Bornsworth, Acting Clerk Date: September 11, 2025 To: Lodging Tax Advisory Committee From: Ben Braudrick, Planning Supervisor Subject: Tourism and Destination Marketing Finalist Selection Background / Analysis: The City of Port Angeles acts as its own Destination Marketing Organization (DMO) and manages the “Visit Port Angeles” brand, website, and marketing strategies. In order to more effectively manage its DMO, the City annually contracts with a tourism marketing firm or business. This contract is approved by the City Council at the recommendation of the Lodging Tax Advisory Committee (LTAC). On July 15, 2025 the City of Port Angeles published a Request for Proposals (RFP) for Tourism and Marketing Services in the following ways: 1. The City’s general Newsflash 2. The City’s bids and RFP’s noticing service 3. The Peninsula Daily News 4. The Seattle Daily Journal of Commerce 5. Firms listed on the Municipal Research Service Center roster list. A total of 18 proposals were submitted by the August 10, 2025 deadline. The Lodging Tax Advisory Committee (LTAC) have reviewed and individually scored those proposals based upon five criteria: 1. Proposer qualifications, experience, and demonstrated ability. (20 pts.) 2. Marketing strategy, including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) 3. Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) 4. Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) 5. Demonstrates ability to work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) The scoring totals and the combined LTAC scoring for each application are in Attachment 1 to this memo. Summary: The City of Port Angeles acts as its own Destination Marketing Organization (DMO) and manages the “Visit Port Angeles” brand, website, and marketing strategies. In order to more effectively manage its DMO, the City annually contracts with a tourism marketing firm or business. This contract is approved by the City Council at the recommendation of the Lodging Tax Advisory Committee (LTAC). Funding: The annual Visit Port Angeles Tourism and Destination Marketing budget is recommended to the City Council and included in the LTAX Fund budget by the LTAC on an annual basis. Recommendation: 1) The Lodging Tax Advisory Committee select a final candidate for tourism and marketing services using ranked choice voting and 2) forward a recommendation to City Council to enter into contract with the selected candidate. Staff consolidated the LTAC scoring and selected four final candidates based on the highest total score and combined rank. Each proposal can be found in Attachment 2 of this memo. The four finalists have been given the opportunity to present to the LTAC up to 25 minutes based upon five prompts: 1. Share the qualifications that make you the best fit to manage and represent the Visit Port Angeles brand. 2. What strategies can you share that creatively assist local business marketing? 3. What innovative ideas do you have for Port Angeles tourism? 4. What will Visit Port Angeles’ social media presences look like under your direction? 5. How do you define metrics for success and how will you demonstrate success to staff, LTAC, and the community at large? Staff is recommending that the Committee use rank choice voting to identify the top candidate. When a top candidate has been selected, a motion must be made to recommend City Council approve a contract for tourism and marketing services with the selected candidate. Funding: The annual Visit Port Angeles Tourism and Destination Marketing budget is recommended to the City Council and included in the LTAX Fund budget by the LTAC on an annual basis. Attachments: Attachment 1 – Combined LTAC Proposal Scoring Attachment 2 – Finalist 2025 Destination Marketing Proposals 2026 Visit Port Angeles Tourism and Destination Marketing RFP Lodging Tax Advisory Committee Scoring 1st 2nd 3rd 1st 2nd 3rd JayRay 419 2 LuLish Design 401 3 LuLish Design 401 3 Wander Fuca 367 3 Madden Media 380 2 JayRay 419 2 Wander Fuca 367 3 Extra Mile Marketing 340 2 Destination by Design 351 1 Lambert Consulting 346 1 Paradise Advertising 351 Destination by Design 351 1 Lambert Consulting 346 1 Madden Media 380 2 Extra Mile Marketing 340 2 InsideOut Solutions 329 1 Laurel Black 332 Paradise Advertising 351 InsideOut Solutions 329 1 Laurel Black 332 Wirkebau Consulting 329 Wirkebau Consulting 329 Ovibos Consulting 317 Ovibos Consulting 317 HUB Collective 302 HUB Collective 302 Destination iQ 298 Destination iQ 298 Julia Hunt 260 Julia Hunt 260 CC Media 240 CC Media 240 Hogan Media Group 234 Hogan Media Group 234 CK Design Agency 227 CK Design Agency 227 Committee Scoring by Total Score Ranking Committee Scoring by Rank Ranking Proposer Total Points Proposer Total Points Attachment 1 CITY OF PORT ANGELES Tourism Advertising & Marketing Services Cr e a t i v e M a r k e t i n g | S t r a t e g i c C o m m u n i c a t i o n s Attachment 2 2 Ci t y o f P o r t A n g e l e s At JayRay, we believe the best strategies begin with presence — walking the waterfront, discovering the dive bars, catching the fall light on the trail. Before we craft campaigns, we experience the place firsthand. For Port Angeles, that means immersing ourselves in what makes this city distinct from the rest of the Olympic Peninsula — its natural beauty, rich cultural layers and resilient community spirit. We’ll identify and elevate what’s uniquely Port Angeles, while working alongside local makers and partners to share your story far and wide — especially during the quieter, off-peak seasons when your economy has the most to gain. We’ve partnered with the Olympic Peninsula Visitor Bureau for nearly a decade, collaborating on campaigns, content and local partnerships that speak to visitors and residents. And during this time, we’ve watched Port Angeles shine through successes — and weather wildfires, ferry disruptions and shifting tides in Canadian travel. And still, it grows. As your city/county redefines what it means to be a gateway, we’ll help you reach travelers who care deeply about place. People who stay longer, travel lighter and return with respect. As agency of record for destinations across the West, we understand the balance Port Angeles seeks: responsible tourism that enriches the local economy, protects what’s sacred and builds community pride. Our proximity means we’re close when you need us, connected to your partners and always just a call — or highway (under two hours) — away. You’ve built a strong foundation. We’re ready to build on it with smart strategy and measurable results. And with the world’s eyes turning to the Pacific Northwest for the 2026 FIFA World Cup, there’s never been a better time to welcome global travelers to your side of the Strait. We’d be honored to be your creative and strategic partner for what’s next. Warmly, SEASONS OF STORYTELLING We turn off-season stories into year-round success — rooted in place, powered by strategy and told with heart. Bridget Baeth Principal BBaeth@JayRay.com 253.740.9064 Authorized to represent JayRay on all matters relating to the RFP and the contract awarded under this RFP. JayRay Ads & PR 1102 A Street, Suite 300 #311 Tacoma, WA 253.627.9128 Attachment 2 3 Ci t y o f P o r t A n g e l e s PROPOSER EXPERIENCE Since 1970, we’ve turned challenges on their head and ignited big ideas into action. Attachment 2 4 Ci t y o f P o r t A n g e l e s Every place has a story. At JayRay, we help tell it — finding travelers who need what a destination uniquely offers and crafting strategies that spark connection. Tourism is transformation. It can change communities and people. When done with intention, it inspires pride, deepens understanding and builds lasting economic value. We’ve partnered with more than 20 destinations — from small towns to entire regions — leading thoughtful strategy, delivering measurable results and presenting with purpose to city councils, lodging tax groups and boards. Our favorite destinations? Ones that listen, collaborate and celebrate what makes them different. Experience: What we do: Discover Forest Grove Discover Gilbert Enjoy Port Townsend Experience Olympia & Beyond Explore Wilsonville Humboldt County Maritime Washington Olympic Peninsula Visitor Bureau Visit Big Sky Visit Gig Harbor Visit Kent Visit Kitsap Peninsula Visit Kittitas County Visit Renton Visit Tacoma-Pierce County Visit Vancouver WA Visit Yuma Woodinville Wine Country •Brand strategy and development •Place branding •Marketing plans •Advertising •Media relations •Marketing campaigns •Social media •Web design and development •Content creation: o Visitor guides o Itineraries o Blogs o Videos o Photography o Content partnerships ON TRAVEL + TOURISM Attachment 2 5 Wo r k S a m p l e : E x p l o r e W i l s o n v i l l e EXPLORE WILSONVILLE Situation: The City of Wilsonville, managing Explore Wilsonville, is the destination marketing and tourism promotion program for Wilsonville, Oregon. Coming off the heels of a visual rebrand and a growing tourism program led by JayRay, Explore Wilsonville sought to capitalize on its momentum with a series of fresh images and videos to match its new identity and increase overnight stays in the winter-spring months. Strategy: Within a tight budget and short timeline, JayRay collaborated with local businesses and attractions to create a series of four 30-second videos, 11 15-second vertical videos for social media, an updated blog and an expansive image library covering over 15 attractions across two counties. The videos then ran as ads during the 2023-24 shoulder season to promote multi- day overnight stays in the area. Results: From script-writing to onsite creative direction to final video launch, JayRay planned and produced branded content that will fill Explore Wilsonville’s website and social channels well over the next few years. The brand identity refresh received a MarCom Gold Award. Campaign results showed a return on ad spend of $179 for every $1 spent and a destination impact of over $2.2 million, with over 1,700 room nights booked as a direct result of the campaign. JayRay continues to serve as Explore Wilsonville’s Marketing Agency of Record. Ongoing work with Explore Wilsonville includes brand management, social media content creation and management, website management, public relations, marketing and destination strategy. Can You Picture It? Scan QR code or click here to learn more about this project on our website. Attachment 2 6 Wo r k S a m p l e : E x p l o r e W i l s o n v i l l e Scan QR code or click here to watch video.Scan QR code or click here to watch video. Attachment 2 7 Wo r k S a m p l e : V i s i t Y u m a VISIT YUMA Hello. I’m Yuma. Situation: Yuma’s population drastically increases October- March when weather is warm attracting “snowbirds” who may stay for 100ish days. That’s the good news. The bad news: Summer temperatures climb to 120 degrees and the tourism industry wilts. Strategy: JayRay partnered with Visit Yuma to craft an advertising campaign, media relations strategy, location videos and produce travel guides to inspire visits during the hottest months of the year. Across three years and three travel guide editions, JayRay’s creative approach combined rich visuals and compelling stories to capture Yuma’s spirit and expand its appeal. Results: The destination received the Best Marketing Campaign award from the Arizona Office of Tourism, in the Rural category, for its strategic and creative approach to attracting domestic or international visitors to Arizona. The ads reached 50 million with a click -through rate worth celebrating. The three-year series of guides helped position Yuma as a vibrant, year-round destination. With multiple national creative awards, consistent traveler engagement and a strong connection to local pride, the guides continue to serve as practical tools for inspiration and planning. Next up: In 2026, JayRay will develop two new guides — one focused on dining and one on adventure. Scan QR code or click here to learn more about this project on our website. Attachment 2 8 Wo r k S a m p l e : V i s i t Y u m a Scan QR code or click here to watch video. Attachment 2 9 VISIT KENT Wo r k S a m p l e : V i s i t K e n t Basecamp to Exploration Situation: Kent, Washington unexpectedly fills the role of a convenient, affordable and fun community to visit. Working with tourism entity Visit Kent, JayRay developed a “basecamp” strategy inviting leisure travelers and day trippers to make Kent their hub for everything the Pacific Northwest offers. Our travel-related content also leveraged the city’s economic priority as a place for space and technology (like the “out of this world” space-themed playground). Our recommendations for ad campaigns, social content, media relations, videos and a website refresh wove in travel and business themes. Strategy: Kent is the fifth-most culturally diverse city in the nation. It’s a comfortable setting for sampling global bites, exploring international markets and experiencing cultural events. Visitor experiences were the focus of our website redesign, with improved navigation and updated content for activities and the Kent Food Trails. Our media outreach repurposes content with quarterly blogs and story pitches. We hosted three writers on a cultural food tour of Kent, providing content and story ideas for months to come. We’ve also developed itineraries for hosted influencer visits, expanding Kent’s awareness as a destination among families and women planning girlfriend getaways. Results: A refreshed social media presence, an influencer marketing strategy, ongoing media relations, digital advertising and a video series have significantly increased website traffic. During JayRay’s six years of website management, page views grew by 187%. In the past three years, media outreach has garnered 141 earned articles and more than 1 billion total impressions for relevant Kent stories . And we must mention our recent shoulder season geolocation marketing campaign that generated 2,650 hotel room nights and $1.9M in estimated economic impact for a return on ad spend of $129 for every $1. Both business and leisure travelers received custom messaging based on their interests. Attachment 2 10 Wo r k S a m p l e : V i s i t K e n t Scan QR code or click here to watch video series. Attachment 2 11 Ci t y o f P o r t A n g e l e s YOUR TEAM Bridget Baeth Senior Advisor & Principal Destination marketing pro. Trend spotter. With a sharp design eye and a talent for spot -on messaging, Bridget is equipped with a custom set of finely honed and expertly deployed tools and a finger on the latest and greatest. She builds brands that connect with communities, believes in the power of storytelling and helps organizations articulate powerful narratives. Bridget was an original force behind the branding and PR that put Pierce County on the map as a travel destination when she worked in -house at Travel Tacoma prior to JayRay. She currently serves on the board of the State of Washington Tourism. Recent Clients: TOURISM STRATEGIST •Discover Forest Grove, OR •Discover Gilbert, AZ •Explore Wilsonville, OR •Olympic Peninsula Visitor Bureau, WA •Visit Big Sky, MT •Visit Gig Harbor, WA •Visit Kent, WA •Visit Yuma, AZ Alex Domine Advisor Alex’s mastery of communication is equal parts art and science. Guiding destinations through marketing plans and translating that into a story is where he thrives. His magic is being highly organized. He keeps projects moving through prioritization and transparency, conveying key milestones to clients and team members. Alex has also used his communication insights to advance diversity, equity and inclusion. Alex holds an MBA in technology and innovation. He serves on the City of Tacoma Events and Recognition Committee and volunteers with groups advocating for human rights and children with special needs. Recent Clients: PROJECT MANAGER •Discover Forest Grove, OR •Enjoy Port Townsend, WA •Maritime Washington National Heritage Area •Olympic Peninsula Visitor Bureau, WA •Visit Gig Harbor, WA •Visit Renton, WA You’ll get to work closely with this talented six — but behind the scenes, you’ve got the full power of our 10-person team. Meet the rest of the crew at JayRay.com . Local professionals in Port Angeles are to be determined by the project (e.g., Todd Fischer colorful illustrations, Ruth Kaspin custom drawings). Attachment 2 12 Ci t y o f P o r t A n g e l e s YOUR TEAM Julia White Senior Art Director Julia is the type of creative who believes design is simply art plus strategy. It's no surprise then that her forté lies in user -centered design that blends creativity with purpose. From web accessibility to user experience design, Julia ensures every experience is as inclusive as it is engaging. Her talents don't stop there — her knack for illustration and motion graphics allows her to deliver cohesive, dynamic visuals that resonate across industries. Her experience in both city government work and destination marketing gives her a well -rounded edge. When she’s not designing you can find her soaking up the Pacific Northwest off -grid. Recent Clients: SENIOR ART DIRECTOR •City of Monroe, WA •Discover Gilbert, AZ •Enjoy Port Townsend, WA •Explore Wilsonville, OR •Maritime Washington National Heritage Area •Olympic Peninsula Visitor Bureau, WA •Visit Gig Harbor, WA •Visit Kent, WA •Visit Kitsap Peninsula, WA Sean Alexander Senior Art Director You’ll never get one-size-fits-all creative from Sean. A true artist at heart, he brings fresh thinking to everything he dreams, designs, directs or illustrates. He’s always asking “what if” and pushing creative to a new level while keeping the business goal in mind. We call it practical magic. Whatever you want to call it, you want Sean on your team. He’s the one who boldly envisions your mission painted in a stairway — and also patiently experiments with colors to find just the right combination of blues and greens. Outside of the agency,Sean is likely working on his studio art or planning a sidewalk chalk masterpiece with his kids. Recent Clients: •City of Monroe, WA •City of Tacoma, WA •Discover Gilbert, AZ CREATIVE DIRECTOR •Rural Economic Alliance, OR •Visit Big Sky, MT •Visit Yuma, AZ Attachment 2 13 Ci t y o f P o r t A n g e l e s YOUR TEAM Travis Roth Assistant Advisor As a sports fan, Travis compares his role at JayRay to a utility player in baseball: filling positions as needed to support the entire team. Travis is focused and perceptive when gathering research and compiling reports. Nimble and responsive, he manages websites, geofencing and social media accounts for tourism destinations and helps the team with in -the-moment requests. Travis is also a skilled photographer; images from his portfolio have become part of client projects. His eye for precision led him to an associate of science degree in photonics and laser technology from Montana State University. Travis always has a few projects in the garage. Recent Clients: WEBSITE SUPPORT •Discover Forest Grove, OR •Explore Wilsonville, WA •Olympic Peninsula Visitor Bureau, WA •Visit Big Sky, MT •Visit Kent, WA •Visit Yuma, AZ •City of Pasco, WA •Discover Forest Grove, OR •Discover Gilbert, AZ •Explore Wilsonville, OR •Visit Kent, WA •Visit Kitsap Peninsula, WA Cara Sjogren Advisor Give Cara an opportunity and she hits it out of the park. To learn Spanish, she went to Spain. To strengthen social media insights, she joined her college athletics department (and increased their engagement by 40%). To give back, she joined the Peace Corps in Peru. She brings the same drive to her work. Her magic is taking content ideas to the next level and sharing fresh yet practical solutions on the spot. Though Cara’s passport stamps include four continents, her Pacific Northwest roots run deep. Hiking was a favorite excursion as a Pacific Lutheran University student, camera always at the ready. She bakes a mean chocolate chip cookie and accepts meetings on the golf course. Recent Clients: SOCIAL MEDIA SUPPORT Attachment 2 14 Ci t y o f P o r t A n g e l e s REFERENCES ZOE MOMBERT Assistant to the City Manager City of Wilsonville dba Explore Wilsonville 29600 SW Town Center Loop E Wilsonville, OR 97070 Mombert@ci.Wilsonville.or.us 503.570.1503 MICHELLE WILMOT Economic Development Manager City of Kent dba Visit Kent 220 Fourth Ave S Kent, WA 98032 MWilmot@KentWA.gov 253.856.5709 MARCUS CARNEY Executive Director Visit Yuma 264 S Main Street Yuma, AZ 85364 Marcus@VisitYuma.com 206.472.2426 Attachment 2 15 Ci t y o f P o r t A n g e l e s KNOWLEDGE OF OLYMPIC PENINSULA & PORT ANGELES Tourism fuels the Peninsula. Our goal is to guide it with purpose, season by season. Attachment 2 16 Ci t y o f P o r t A n g e l e s JayRay had the opportunity to participate in parts of the Tourism Master Plan. Our top takeaways are shifting the season, attracting the right audience, elevating experiences, supporting small businesses, encouraging loyalty and collaborating regionally. These strategic priorities will significantly impact the Olympic Peninsula’s economy and help make it a more sustainable destination. To help the Visit Port Angeles tourism program implement the Plan, our focus will be on inviting values-aligned travelers, promoting iconic attractions and lesser- known lifestyle experiences, helping local shops and makers through tourism-driven revenue, focusing on repeat visitation and aligning efforts across cities, Tribes and counties for shared growth and brand consistency. Port Angeles sits at the heart of it all — with the chance to lead regional growth through thoughtful, off-season storytelling and destination stewardship. AT A GLANCE 2023 VISITOR & ECONOMIC DATA Olympic Peninsula •Visitor spending exceeded $1 billion •$84.1 million in state and local taxes •7,100 jobs supported Clallam County •$284.4 million direct visitor spending •$24.6 million in state and local taxes •1,874 jobs supported •1.3 million visits Attachment 2 17 Ci t y o f P o r t A n g e l e s ON KNOWING + LOVING THE REGION We’ve been exploring the region for decades, from camping at Sol Duc to backpacking the Ozette Triangle. And the thing is, we can’t get enough. From the moment you cross the Hood Canal bridge, life slows down. As the largest population center on the Olympic Peninsula and home to ONP’s headquarters, Port Angeles plays a pivotal role in shaping first impressions. It’s where road trips begin, ferry rides end (or begin!) and travelers stock up, slow down and pause to take it all in. The tourism economy The city’s tourism economy is powered by outdoor recreation, iconic events, downtown charm and its unique position to the Strait of Juan de Fuca. But like most of the OP, Port Angeles sees seasonal surges, with summer months dominating visitation. Shoulder and off-peak seasons offer the greatest opportunity to smooth the economy. What happens when you look at your community through the eyes of a visitor? You find joy in discovering new things. Located two hours away in Tacoma, we can see Port Angeles with fresh eyes. Creative ideas begin to flow. What’s old feels unexpectedly new. Familiar streets, with refreshed stories. PORT ANGELES Attachment 2 18 Wo r k S a m p l e : O l y m p i c P e n i n s u l a T o u r i s m C o m m i s s i o n OLYMPIC PENINSULA TOURISM COMMISSION Since 2018, JayRay has supported the Olympic Peninsula Visitor Bureau and Tourism Commission on a range of creative marketing efforts. Our familiarity with the region has grown through projects like a visual identity refresh, website overhaul and maintenance, influencer campaigns, SEO strategy, road trip bingo cards, curated playlists and “Tourism Matters” messaging. We’ve co-presented with Black Ball Ferry on content collaborations/two-nation vacations, led brainstorming sessions with regional partners and built local relationships by showing up — side by side — at state tourism conferences and OPVB’s annual meeting. An Eight-Year Partnership Attachment 2 19 Ci t y o f P o r t A n g e l e s Big goals start with bold stories — told in the right season, to the right people, for the right reasons. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Attachment 2 20 Ci t y o f P o r t A n g e l e s Proposed marketing strategy* for Visit Port Angeles Objective: Drive year-round, overnight visitation by elevating the brand, extending reach in target markets and engaging visitors with authentic, immersive experiences rooted in Port Angeles’ unique setting as a dual gateway to Olympic National Park and Victoria. •Downtown discoveries (art, dining, walkability) •Storm watching and winter serenity •Trail-to-table adventures (biking + breweries, hiking + hot tubs) •Local stories and seasonal magic All content will weave in shoulder and winter season appeal, aligning with the Tourism Master Plan goal of year-round visitation. 3.Core Tactics & Execution Media buying: Targeted digital campaigns (Google Search/Display, Meta, TikTok), audio streaming, print in regional travel pubs, OPVB co-op placements and geolocation (optional) Influencer hosting: Curated itineraries for creators with high trust and engagement — especially those focused on family travel, biking or coastal retreats Earned media & PR: Quarterly pitching of seasonal angles to top-tier outlets (national + PNW), active participation in FAM tours and travel writer hosting Organic social media: Content calendar tied to weather and events. Reels and carousel posts to highlight local charm, moody vistas and trip - planning tips OUR APPROACH 1.Target Audiences & Markets Primary: Washington (Seattle-Tacoma), Oregon (Portland), Northern California Secondary: Dallas/Fort Worth, Phoenix, Denver, British Columbia (Victoria, Vancouver) Audience Segments: Outdoor enthusiasts (bikers, hikers, paddlers, nature lovers); Adventure-curious families; Wellness and slow-travel seekers; National Park road trippers, Off-season storm watchers and “gateway town” explorers 2.Messaging Strategy: “More Than A Park” Reinforce that Port Angeles is not just a stop on the way to ONP — it’s a destination in its own right. Messaging should celebrate: Continued …*Our marketing strategy may shift upon reviewing available data and partner feedback, but we wanted to share our initial thoughts. Attachment 2 21 Ci t y o f P o r t A n g e l e s 5.Tracking & ROI Measurement Website traffic: Sessions, pageviews, click- throughs, new users, Google Analytics Lodging tax: STR data (e.g., occupancy, ADR) Organic and paid social engagement: Likes, comments, shares, saves Media coverage: Volume and reach Email: Open and click -through rates Leads: From contests and newsletter signups Local engagement: Business feedback Analytics will be reported quarterly and benchmarked against baseline KPIs and performance from the previous year. 6.Community & Industry Collaboration •Work with Clallam County professionals/ businesses when possible •Provide quarterly tourism stakeholder updates (two in person) •Participate in Olympic Peninsula Tourism Master Plan implementation and peninsula-wide marketing efforts •Coordinate with the Downtown Waterfront District, Tribal and Chamber partners •Support local event organizers •Keep open communication with the City SEO & content strategy: Blog series and landing pages targeting long-tail keywords like “winter hikes Olympic Peninsula” or “bike -friendly coastal towns” and top AI-search terms Email marketing: Seasonal newsletters that invite re- visitation (holiday getaways, spring break road trip, etc.) with strong calls to action Local business engagement: Mini-grants/ special projects, photo/video assistance and joint promotions to amplify seasonal offerings 4.Seasonal & Campaign Framework SEASON CAMPAIGN FOCUS Fall “Tide to Table”: Food, foraging and coastal escapes Winter “Storm Watch + Stargaze”: A cozy call to visit Spring “More Than a Park”: Arts, events and trail trek Summer “Plan & Preserve”: Visitor education, dispersal messaging OUR APPROACH If you opt for geolocation marketing, we can report on visitor attribution (trips, room nights, hotel impact, return on ad spend) Attachment 2 22 Ci t y o f P o r t A n g e l e s Our process starts in your streets, trails and cafes — because the best strategy begins with real experience. And we never charge for this essential first step. PROJECTED COSTS & PROPOSED SERVICES Attachment 2 23 Ci t y o f P o r t A n g e l e s COSTS & SERVICES Strategic & Administrative Services Strategic marketing planning, reporting and analysis, including quarterly campaign performance reports, lodging tax analysis/occupancy, web, PR and social media metrics. Monthly check-ins with City staff and Lodging Tax Committee. Coordination with OPVB, Clallam County partners and Tribal liaison to guide strategies. Participation in the Olympic Peninsula Tourism Master Plan implementation. Includes two in-person meetings per year (no charge for travel). Assumes average of 8 -10 hours/month of project management and reporting, plus strategic development time Subtotal: $20,000 Creative Services Concept development and copywriting for campaigns, including digital/print and OOH ad design. Social media asset creation (reels, stories, carousels, feed posts). Campaign landing page design. Local artist/illustrator collaborations (e.g., updated maps). Ensure a consistent and cohesive brand. Leverage image/video library. No outside expenses. Includes 2-3 core campaigns (with up to two rounds of revision) and ongoing seasonal creative refreshes Subtotal: $23,500 Web & Digital Maintenance Routine updates to the new website VisitPortAngeles.com (launching August 2025); SEO and keyword optimization (quarterly reviews); broken links check (biannual); events and business listings management (in partnership with the City, Chamber and Waterfront District). Seasonal blog and itineraries. Maintain related domains for campaigns (City to provide list). Outside expense: $5,000 annual hosting/plug -ins (determined upon backend review of new website). Assumes 5-8 hours/month plus coordination with City and local organizations Subtotal: $20,000 Social Media & Influencer Management Social media content calendar development and community management/monitoring (i.e., Instagram, Facebook, TikTok). Influencer outreach, itinerary development and hosting (3 -5 trips/year). Content curation: user -generated content and owned asset tagging. Outside expense: $5,000 hosting payment/trip fees, $400 Later social platform. Goal: grow reach 10%, engagement 15% YOY; CTR >1.5% Subtotal: $25,000 Attachment 2 24 Ci t y o f P o r t A n g e l e s Earned Media & PR Press release development and pitching (5-6 per year). Travel writer and media trip coordination (4-5 per year). Story development around agreed-upon content strategy (e.g., outdoor rec, seasonal travel, culinary) for publication/ website placement with high domain authority. Media monitoring. Outside expense: $1,000 annual subscription to JayRay’s Cision media database; $2,500 suggested media hosting fees. Assumes 4-5 hours/month, plus media follow-ups and editorial calendar Subtotal: $18,000 Media Buy — Paid Advertising Based on the approved marketing strategy, develop a media buy plan to reach target markets, reaching visitors from 50+ miles away. Sample media plan: Google Display & Search (target WA, OR, CA, TX, AZ, BC): $25,000; Social media ads (TikTok, IG, FB): $12,000; OOH/print placements (Seattle Met, 1889 Magazine, visitor guides): $10,000; Co-op with OPVB: $5,000; Connected TV or audio campaign: $4,500. Includes ad negotiation, coordination, payment and follow-up. Outside expense: $56,500 media buy. City may pay media outlets directly to avoid any agency markups. Minimum goal: 20M+ impressions, CTR>1%, top traffic to website and lodging listings Subtotal: $56,500 Local Business Marketing Support Mini-grants ($1,000-$3,000 range) for 6-8 local businesses/professionals to help develop marketing materials and strategies (e.g., decals, stickers, postcards, itinerary, map). Outside expense: $12,000 if mini-grants approved. Supports Master Plan goal of sustainable, year -round economic impact Subtotal: $12,000 PROJECT TOTAL: $175,000 BUDGET BREAKDOWN Administrative: $20,000 Creative Services: $23,500 Marketing: $49,100 Outside Expenses: Media buy: $56,500 Marketing tools/hosting/fees: $13,900 Local business support: $12,000 OPTIONAL ADD-ONS Crisis communications: $8,000 Audit social media approach, create a toolkit (messaging templates/activation plan) Visitor sentiment survey: $2,000 Draft plan to gather annual feedback from visitors (include timing, rationale and costs) Expanded media buy: $25,000 Geolocation marketing campaign, retargeting, state tourism co-ops Video/photo content: $10,000 -$20,000 Collaborate with local creators to gather unique assets for campaigns Visitor travel data (Datafy): $20,000 -$30,000 Annual subscription of Port Angeles visitor demographics, economic impact, etc. COSTS & SERVICES Attachment 2 25 Ci t y o f P o r t A n g e l e s 1102 A Street Suite 300 #311 Tacoma, WA 98402 253.627.9128 Hello@JayRay.com JayRay.com @JayRayAdsPR ©2025 JayRay Ads + PR Advertising Branding Communication & Strategy Digital & Social Media Graphic Design Internal Communications Issue Management Public & Media Relations Promotions & Events Research & Planning THANK YOU! Bridget Baeth Principal BBaeth@JayRay.com 253.740.9064 Alex Domine Advisor ADomine@JayRay.com 253.284.2533 Attachment 2 Business Name:JayRay Link to Proposal Destination Marketing RFP Score Scoring Comments 20 experienced destination marketer 40 10 needs more money in google ad budget though 10 20 already working in the region 100Total Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Attachment 2 Business Name:JayRay Link to Proposal Destination Marketing RFP Score Scoring Comments 15 30 8 8 18 79 Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Attachment 2 Business Name:JayRay Link to Proposal Destination Marketing RFP Score Scoring Comments 15 25 8 5 10 63 Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Attachment 2 Business Name:JayRay Link to Proposal Destination Marketing RFP Score Scoring Comments 20 They have a big team and have worked on destination marketing. They have worked with OPVB. 35 Not everything addressed. But pretty good. 10 Comes in at 175K which includes 56.5K in media buys. 7 They talk about tracking. They have optional additional buys for visiotr GPS tracking. 10 They are located in Tacoma WA. They work with OPVB. They have a team, so a lot will be done inhouse by non-Clallam County residents. They mention hiring local artists like Todd Fischer for art projects. They talk about coordinating with the Waterfront District. :) 82 Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Attachment 2 Business Name:JayRay Link to Proposal Destination Marketing RFP Score Scoring Comments 20 35 10 10 20 95 Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Proposer qualifications, experience, and demonstrated ability. (20 pts.) Scoring Criteria Attachment 2 TOURISM ADVERTISINGTOURISM ADVERTISING & MARKETING SERVICES& MARKETING SERVICES CITY OF PORT ANGELES August 10, 2025 Photo Credit: Lynnette Braillard/Visit Port Angeles Attachment 2 HELLOHELLO Dear Mr. Braudrick, Lodging Tax Advisory Committee and City Council, LuLish is delighted to submit a proposal for marketing services to the City of Port Angeles / Visit Port Angeles as your destination marketing agency again beginning in 2026 with the charge to continue amplifying the Visit Port Angeles brand while increasing revenue for the City and local businesses. Building on the brand momentum we have garnered for Visit Port Angeles over the last nine years, our new strategic marketing plan aligns with City staff’s goals to reinvest lodging tax revenue into marketing programs that support local tourism businesses and complement the goals of the Olympic Peninsula Tourism Master Plan. This will build on Visit Port Angeles’ already successful (and record-breaking) tourism campaigns, and continue to drive more visitors to sleep, eat, drink, shop and recreate in Port Angeles. Our creativity and over two decades of tourism marketing experience are our greatest assets as we help the Visit Port Angeles brand evolve into its true potential. We look forward to continue serving you and the tourism community at our highest capacity. Tourism plays a vital part in the economic development for the entire Olympic Peninsula and together, we look forward to growing the City of Port Angeles’ tourism industry and the City’s bottom line. Please let us know if we can provide you with more details or answer any questions. We hope to continue to be part of your destination marketing team in 2026 and beyond. Best regards, Lynnette Braillard LuLish, a creative agency CEO & Founder / Strategist & Creative Director PRIMARY CONTACT: Lynnette Braillard Lynnette@LuLish.com +1 541 350 0594 3720 NW 25TH ST. REDMOND OR 97756 / a division of Dezire Inc. EIN 65-1222226 A State of WA Registered Foreign Corporation in Good Standing & Registered Tax Payer with the WA Dept of Revenue UBI # 604492324 2 Attachment 2 3 EXPERIENCE & CURRENT CLIENT WORKEXPERIENCE & CURRENT CLIENT WORK 25+ YEARS EXPERIENCE IN TOURISM MARKETING With over 25 years of hands-on marketing experience within the hospitality and tourism industries – including building many Destination Marketing Organizations (DMOs) from the ground up – we have produced record-breaking campaigns and room tax collections for a variety of Oregon, Washington, and California cities, counties, regional DMOs, and hospitality businesses, attractions and events. Clients include Visit Central Oregon, Olympic Peninsula Tourism Commission, Visit Del Norte County, North of Ordinary California, Old Mill District/Hayden Homes Amphitheater, City of Crescent City, Partnership for the Performing Arts, Visit Ukiah, Visit Bend, Visit Redmond Oregon, Oregon Destination Association, Explore Wilsonville, Visit McMinnville, and more. We turn assets into attractions. Cities and counties into destina- tions. We are a powerhouse of experience in every aspect of destination marketing. WE KNOW (AND LOVE) PORT ANGELES AND THE OLYMPIC PENINSULA We understand rural communities better than most. Marketing rural areas require more creativity (and grit) due to smaller media budgets compared to larger gateway and metro cities. Lynnette spent her high school, college and post-college years living in the Seattle area where her family still resides today. She grew up camping, hiking and fishing on the OP. For nearly 10 years, Lynnette’s been successfully marketing Port Angeles and working harmoniously with many community tourism businesses, organizations, event production companies, and residents. We have always taken the initiative to make connections and seek out attractions, events and businesses to market without any handholding. We understand the Olympic Peninsula and Port Angeles visitor thoroughly and keep our ears to the ground on what’s new, We fully immerse ourselves into the communities we represent. Our knowledge of the entire Peninsula is also evident in the regional mar- keting campaigns we’ve done for OPTC, including crafting detailed itineraries for Sequim, Port Townsend, Port Ludlow and the surrounding areas. OPTC also requested that we attend the Travel+Words Conference in Fall ‘25 to assist them in pitching the region. DESTINATION MARKETING IN THREE STATES & CLOSE-KNIT CONNECTIONS Because we actively work with clients throughout the West Coast, we have a deep understanding of the Oregon, Washington and California state visitor, today’s traveler, and the latest marketing trends, research, tools, and digital technologies. One of our many competitive advan- tages is that we are able to plan for changes and trends in the travel industry that might be impacting other areas, regions and states first. We have strong relationships with media outlets, journalists and publications across the U.S., which results in free media opportunities and reduced media costs for our clients. A FULL-SERVICE CREATIVE & MARKETING AGENCY WITH THE METRICS TO PROVE OUR SUCCESS LuLish is a full-service marketing and creative agency with the necessary destination marketing experience and credentials to help Destination Marketing / Management Organizations thrive. As a small agency with an impressive team of talent, we get more done with less money and with better results compared to larger, not-as-nimble agencies. And trackable marketing initiatives are always part of the plan to guarantee ROI and value for our clients. We understand the politics and take fiscal responsibility very seriously with accurate transparent reporting. LuLish has a strict AI Policy--our team is not allowed to use AI for writing. Attachment 2 4 Visit Port Angeles (January 2016 - Present) As the agency of record for Visit Port Angeles, all marketing initiatives/services are handled by LuLish, which produced an increase in room tax collections annually since 2016-2019 and 2021-2024. Our winter 2026 digital mixed media campaign with lead generation reached an audience of over 8 billion. We received earned media in many regional and national publications and have more biking articles coming out this fall from a hosted journalist visit. We still have projects and a fall campaign in the pipeline to finish out 2025, which include our “Spoiler Alert” audio podcast campaign, a new Visit Port Angeles website, a Boldly Roam visitor guide, pitching media at the upcoming Travel+Words Conference and more. 2024 MARKETING REPORT --> https://bit.ly/45u7QZG CURRENT REPORT UPDATE VIDEO FROM JUNE 2025 --> https://bit.ly/45H97gZ Visit Del Norte County (May 2018 - Present) As the agency of record, all marketing initiatives/services are handled by LuLish including but not limited to: creative campaigns, digital marketing, media buying, content marketing, website development/design, social media manage- ment, public relations, content creator management, destination photography and video production, consumer trade shows, and Visit California press events. Marketing efforts resulted in being featured in Visit California’s Spring 2025 campaign supported by a $33M media buy, in addition to: 34M campaign impressions with lead generation for our own marketing campaigns, website sessions increased +13% YOY, 200+ press mentions and articles on VisitCalifornia.com, National Geographic, New York Times, Los Angeles Times and more, double digit growth in room tax collections year after year (except for ‘20) and currently pacing +11% YOY. In 2024, direct travel spending increased by +5%, outpacing California’s state average of +3% and surpassing all neighboring and competitive counties. EXPERIENCE & CURRENT CLIENT WORKEXPERIENCE & CURRENT CLIENT WORK Visit Central Oregon (July 2020 - Present) LuLish supports their in-house marketing, group sales and events and economic development teams with ongoing consulting and special projects as assigned. LuLish directly reports to the VP of Marketing and the President and CEO of the organization and Lynnette even took on the role of VP of Marketing while the former VP was out on maternity leave. LuLish has handled creative campaign development, managed photo/video shoots, website UX consulting, copywriting for video VO, and ad collateral, print and digital creative for media buys with Sunset magazine, Travel Oregon, Golf Digest, PNGA, and more. LuLish also produces the Annual Marketing Report and the past State of the Industry presentations, co-op partner marketing reports, and budget reports to the County on behalf of the VP of Marketing and the President and CEO. REPORTS WITH CREATIVE EXAMPLES CAN BE VIEWED HERE --> https://visitcentraloregon.com/industry/ Attachment 2 5 North of Ordinary California (July 2019 - Present) As the agency of record, all marketing initiatives/services are handled by LuLish for the “North Coast” region as recognized by Visit California. LuLish developed and created the branding from North Coast to “North of Ordinary” which better represented all 4 counties and the new campaigns have been a huge success. They have been recognized by Visit California as the model for co-op marketing within a region. Marketing services include: creative campaign development and management, website development/design, content creation for website and media buys, programmatic digital ads and strategic paid social media campaigns, destination photography and video production, social media management, grant writing, consumer trade shows and Visit California press events. Marketing efforts resulted in 16M+ total digital campaign impressions, which resulted in +61% increase in website sessions YOY. Our multi-media digital campaign in ‘25 reached an audience of over 14M and produced over 14K opt-in leads. The digital campaign was so successful that we’re being featured as case study from one of our media partners. Old Mill District/Hayden Homes Amphitheater (May 2013 - Present) LuLish has supported the Old Mill District’s in-house marketing director and team with special projects as assigned, including but not limited to: digital marketing, campaign creative, copywriting, collateral develop- ment, website development/design, monthly website reporting and search content strategies, custom interactive online digital magazine design/development, marketing workshops for tenants, on-going strategy, consulting and content ideation to bring more visitors to the Old Mill District and Hayden Homes Amphitheater. Crescent City (May 2022 - Present) LuLish has been tasked with ongoing strategic marketing initiatives/services and specific citywide projects to support economic development and city-owned properties and attractions. We developed branding and websites for Lighthouse Cove RV Park and the Fred Endert Pool, digital and print campaigns, interactive kiosk content for the new Redwood Discovery Center, tourism consulting for the Beachfront Park redevelopment project, and more. LuLish also supports the City with event promotion and planning for the annual Kamome Festival and Forest Moon Festival, Olympic Peninsula Tourism Commission (2023-Present) LuLish developed the last two regional marketing campaigns for OPTC. The successful “Coast is Clear” cam- paigns featured videos, photos and custom three day itineraries. The multi-media campaign was promoted on ConnectedTV/ OTT streaming ads, digital (USAToday network, Meta, Google, Adara), and print media to “WIN A VACATION” package from co-op partners. The ‘24 campaign resulted in nearly 13K opt-in leads and triple digit website traffic growth YOY. REFER TO THE FINAL CAMPAIGN REPORT --> https://bit.ly/3HqMNyU Attachment 2 6 REFERENCE #1 - VISIT DEL NORTE COUNTY 1001 Front St Crescent City, CA 95531 CINDY VOSBURG, EXEC. DIRECTOR, DEL NORTE COUNTY VISITOR BUREAU & CHAMBER / 707 464 3174 / DIRECTOR@DELNORTE.ORG REFERENCE #2: VISIT CENTRAL OREGON / OREGON DESTINATION ASSOCIATION 1312 SW McKinley Ave, Bend, OR 97702 MACKENZIE BALLARD, DIRECTOR OF OREGON DESTINATION ASSN. & FORMER VP OF MARKETING AT VISIT CENTRAL OREGON 541 241 0020 / DIRECTOR@OREGONDESTINATIONASSOCIATION.COM REFERENCE #3: NORTH OF ORDINARY CALIFORNIA P.O. Box 2012 Fort Bragg, CA 95437 RAMON JIMENEZ, EXEC. DIRECTOR, VISIT MENDOCINO & TREASURER OF THE NORTH COAST TOURISM COUNCIL / 707 391 8021 RAMON@VISITMENDOCINO.COM REFERENCE #4: CITY OF CRESCENT CITY 377 J St Crescent City, CA 95531 ERIC WIER, CITY MANAGER / 707 464 7483 / EWIER@CRESCENTCITY.ORG REFERENCE #5: GREATER UKIAH BUSINESS & TOURISM ALLIANCE 200 S. School St Ukiah, CA 95482 KATRINA M. KESSEN, EXECUTIVE DIRECTOR, GUPTA/VISIT UKIAH / 707 262 2092 / KATRINA@DISCOVERUKIAH.COM REFERENCE #6: OLYMPIC PENINSULA VISITOR BUREAU 618 S. Peabody St, Suite F Port Angeles, WA 98362 MARSHA MASSEY, EXECUTIVE DIRECTOR, OLYMPIC PENINSULA VISITOR BUREAU / 360 452 8552 DIRECTOR@OLYMPICPENINSULA.ORG REFERENCE #7: OLD MILL DISTRICT / HAYDEN HOMES AMPHITHEATER 520 SW Powerhouse Dr #624 Bend, OR 97702 BEAU EASTES, MARKETING DIRECTOR, OLD MILL DISTRICT / 541 598 4898 / BEAU@THEOLDMILL.COM REFERENCE #8: VISIT BEND 750 NW Lava Rd #160 Bend, OR 97703 NATE WYETH, SVP OF STRATEGY, VISIT BEND / 541 639 2448 / NATE@VISITBEND.COM REFERENCE #9: REDMOND CHAMBER & CVB 446 SW 7th St Redmond, OR 97756 ERIC SANDE, EXECUTIVE DIRECTOR, REDMOND CHAMBER OF COMMERCE & CVB / 541 923 5191 ERIC@VISITREDMONDOREGON.COM “We hired Lynnette because of her EXCEPTIONAL tourism marketing work at Visit Bend...She crafted a unique brand, destination manifesto, and a comprehensive strategic marketing plan which then lead to the development of a regional tourism website ... Lynnette’s OUTSTANDING WORK and COMMITMENT to delivering are a few reasons why LULISH continues to be the agency of record for Visit Del Norte County.” – CINDY VOSBURG, EXECUTIVE DIRECTOR, DEL NORTE COUNTY VISITOR BUREAU & CHAMBER OF COMMERCE “Peninsula Adventure Sports has benefited from the marketing efforts created by Lynnette for Visit Port Angeles ... Lynnette has also consulted with us to develop new strategies to increase participants at our events.” – LORRIE MITTMAN, OWNER, PENINSULA ADVENTURE SPORTS VIEW REFERENCE LETTERS: https://bit.ly/3UVJjHO Attachment 2 meet the LULISH TEAM LYNNETTE BRAILLARD - PROJECT LEAD & PRIMARY CONTACT Founder & CEO, Creative Director, Chief Strategist. City, hospitality, tourism and destination marketing has been her jam since 2001 with the numbers to prove it. A self-taught, accomplished marketer, web developer/coder, designer, photographer and writer who has a knack for tourism & hospitality. She started coding websites in the 90s and doing SEO in 2001 long before anyone knew what it was. Lynnette has been a professional marketer her entire career working for both advertising agencies and leading client-side, in-house teams. STEPHANIE SPALDING-BILBREY Meticulous researcher, content manager & an inventive copywriter. Hospitality runs in her veins. She’s been part of the LuLish team since 2016. TORI FISHER Our newest team member is a seasoned destination marketer with a focus on content creation, and social media strategy. With experience in tourism, hos- pitality, and events, she combines creativity with strategic planning to help brands enhance their digital presence and storytelling and project management. Her skills were put to good use at Visit Central Oregon for several years. MEGAN KRUEGER SMITH * Local Resident of Clallam County An accomplished photographer and social media maven. She’s been part of the LuLish team since 2017. 7 LOCAL SUBCONTRACTORS WE WORK WITH To get the best job done, we have a talented pool of tried and true – and tested – subcontractors that we work with. But you’d be surprised as to how much is accomplished by just us. Here are some of our CLALLAM COUNTY LOCALS we are potentially working with in 2026 (based on final budget approval): Event Video & Photography Project: Isaac Gautschi, isaacgautschi.com Itinerary Video & Photo Project: Zachary Salter, Instagram @zachary.salter Restaurant Photo Project: Carol Clayton, CarolsVeganKitchen.com “Family Travel Experiences in Port Angeles” Content Project: Rebecca Larse MARCIA VOLK A passionate “Jane of all trades” who knows her way around a website as well as a master multi-tasker, account manager and all around “doer” who can jump in and handle a variety of tasks and projects with perfection. She’s been part of the LuLish team since 2015. Attachment 2 LYNNETTEBRAILLARD A design and marketing professional who morphed into a web developer in the late 90s with overachiever tendencies who gets just as excited about mar- keting travel and tourism as she is about discovering her next favorite vacation spot. With over 25 years of being a hands-on web developer and marketing professional, she’s not only passionate about the leisure, travel, tourism and hospi- tality industries, but has the numbers to prove her success. Lynnette founded and led two full-service marketing agencies: LuLish and Vertigo Marketing. Both agencies focused on working with city and destination marketing organizations (DMOs) throughout the West Coast. Clients include: Visit Central Oregon, Olympic Peninsula Tourism Commission, Visit Del Norte County, Visit Port Angeles, City of Crescent City, Visit Ukiah, North Coast Tourism Council (North of Ordinary), Old Mill District, Hayden Homes Amphitheater/Live Nation, Visit Bend, Wilsonville Oregon, Visit McMinnville Oregon, Oregon Destination Association, City of Bend as well as a handful of businesses ranging from hotels, associations and retail to medical, health and wellness, the arts, restaurants and e-commerce. See more on LINKEDIN.COM >> www.linkedin.com/in/lynnettebraillard EXPERIENCE / CURRENT LuLish CEO/Creative Director & Chief Strategist, May 2013 - present • Destination Marketing Organization (DMO) Business and Strategic Marketing Plans to Development, Revenue Strategies, Multi-million Dollar Budget Management, Destination Research, City-wide Event & Group Sales, Marketing, PR, and Everything in Between • Public Relations - FAM, FIT, Influencer & Media Relations (traditional and non-traditional) • Backend & Frontend Search Engine Optimization (SEO) & Search Engine Marketing (SEM) & Content Marketing • Website Design and Development, eCommerce, Landing Page Conversion, A/B Testing, App Design & Development • Digital Marketing Strategy & Implementation • Creative Ad Campaigns (video, audio, streaming, broadcast, print, social media) • Content Creator (visual & written): From Blogs to Social Media and Email Marketing to Press Releases and Grant Writing • Graphic Design, Logo Design, Branding, Custom Illustrated Maps, and Creative Communications • Destination Video and Photography, including Editing and Production • Branded Commercial Spaces Including State-of-the-Art Visitor Centers (Visit Bend) • Presentations, Conference Speaker & Workshops: Frequent reports and funding presentations for DMOs to City Councils and County Commissioners/Supervisors, Tourism Boards, Digital Marketing (Google, SEO & Social Media) Workshops, Del Norte County Economic Summit Presenter (‘25), Tourism Marketing Workshop for Port Angeles tourism businesses (‘24), speaker on “storytelling” at the Olympic Peninsula Tourism Summit (‘25) PAST Vertigo Marketing, LLC - Co-CEO/Creative Director/Chief Strategist *I dissolved this agency in July 2019 / Visit Bend - VP of Marketing 2008- 2013 / Point B Destination Advisors, LLC - Director of Creative, Branding & Web Developer / SEO 2014-2017 / Swivel Creative & Digital Marketing Conference - Founder & Co-Chair / Sunset Lodging - Director of Marketing & Partner 2001-2008 8 Attachment 2 9 2026 marketing plan GOALS & OBJECTIVES INCREASE VISITORS & TAX REVENUE Increase overnight stays and room tax collections within the City of Port Angeles. Attract more visitors to the City’s lodg- ing properties, events, restaurants, shops and attractions from 50+ miles away. Our marketing will continue to position Port Angeles as the gateway to the ONP and the hub for shopping, dining and recreation. VIDEO & PHOTO PRODUCTION DIRECT MARKETING MARKETING CO-OPS EARNED MEDIA & PR PHOTOGRAPHY/VIDEO SHARE Develop campaigns and initiatives to promote Port Angeles’ assets, attractions, and events based on current travel research, trends and goals of the OP Tourism Master Plan. In order to reach Gen X and younger audiences, including the “Cusp Generation”, we’ll be utilizing paid TikTok, YouTube & streaming audio/podcast advertising. Paid Reddit will be continued in ‘26 to target new audiences in niche subreddit communities. Content strategies for the upcoming World Cup and LA Olympics (‘28) will also be put in place. Continue to gain more earned media mentions in national and regional print and digital publications for Port Angeles. Partner with OPVB on hosting journalists. Continue trying to get more influencers and journalists here without the cost. Maximize our partnership with the Olympic Peninsula Tourism Commission / Visitor Bureau to leverage marketing opportunities for Port Angeles. We’ll continue partnering with the OPTC/OPVB to provide Port Angeles content for their new website, monthly e-newsletters, PR efforts, campaigns, and more. In addition, we work with OPTC on recommending projects to spend the separate marketing co-op funds they receive from the City ($17,000 in 2025). All photography and video is negotiated to be owned license free. Assets can be shared with local businesses to ensure Port Angeles is represented in its best light as well as to help alleviate professional photo/video costs to local businesses. New owned photo and video assets for events, itineraries and restaurants will be utilized in new campaigns, all marketing channels and public relations. We will be working with local professionals to capture specific video and photo content that will be used in our ad campaigns for 2026 and beyond. Attachment 2 10 WORKING WITH LOCALS LuLish will continue contracting with local Clallam County professionals for various tasks when possible. Our social media manager and one of our contract photographers is a local resident. In 2025, LuLish contracted with various locals including John Gussman and Isaac Gautschi for specific marketing needs. 2026 Projects Utilizing Local Contractors: Megan Smith, Part of the LuLish Team since 2017 Isaac Gautschi, isaacgautschi.com Zachary Salter, @zachary.salter Carol Clayton, CarolsVeganKitchen.com Rebecca Larse, (local resident/writer) John Gussman, DCProductions.com Jesse Major, JesseMajorPhoto.com In addition, LuLish will continue its close working relationships with community businesses, tour operators, event producers, the Chamber of Commerce, Field Arts & Events Hall, PA Waterfront District, and Olympic Peninsula Visitor Bureau. REPORTING, METRICS & MEETINGS All campaigns and media spends will be tracked and measured to improve performance. A Key Performance Indicator (KPI) report will be presented each quarter/ monthly along with an annual marketing report. Refer to the 2024 annual report as an example. We utilize a mix of tools to track KPIs including but not limited to: UTM campaign tracking, QR Codes, G4 Analytics, SEMRush, SproutSocial, MuckRack, Monthly Reports from OPTC, SWT Tourism Surveys, Contest Form Surveys & More. Monthly virtual check-in meetings with the City staff are included in this proposal as well as one annual marketing update to LTAC in-person. Both in-person or virtual meetings can be arranged for additional City Council or LTAC meetings. In addition, LuLish will continue to attend monthly OPTC meetings (virtually) and provide a brief Visit Port Angeles marketing update. Lynnette is usually in Port Angeles at least 2x per year depending on project needs, conferences and meetings. OLYMPIC PENINSULA TOURISM MASTER PLAN Several of our proposed projects, and ultimately the paid media campaigns that will promote these, align with Goal #2 outlined in the OP Tourism Master Plan: Event Video and Photo Project Tantalizing Foodie Restaurant Photo Project Itinerary Video & Photo Project Attachment 2 11 TARGET AUDIENCE our people AUDIENCE A mix of both sophisticated (but not materialistic) adventure seeking singles, couples, and families who appreciate the GREAT OUTSIDE and what we have to offer -- craft beverag- es of all kinds, wineries and cideries, seafood, fork to table cuisine, locally owned and operated restaurants and shops surrounded by beaches, hiking, biking, fishing, paddling, surf- ing, native culture and art -- all within the radius of a small, charming PNW seaside town. They’re into nostalgia, sponta- neous road trips to discover the coolest roadside attractions or secret trails, are seekers of good food and drink, and think curling up on a blanket to watch the sun set on a secluded mountain top or beach is pretty epic. Our focus will be marketing to Gen X, Millennials and older Gen Zers (Cusp Generation) ages 25-60. We will be combining age with psychographic profiles and interests. geographic LOCATION Major cities within a 300-mile drive of the Olympic Peninsula and direct flight markets into SEA: Santa Barbara CA San Luis Obispo Reno, NV Austin/San Antonio, TX Tucson AZ Phoenix/Scottsdale AZ San Diego, CA Salt Lake City, UT Boise ID Denver CO SF/San Jose Bay Area CA Sacramento CA Los Angeles/Burbank, CA Orange County CA Dallas/Ft Worth, TX Vancouver WA Portland, Eugene, Medford, Salem, Bend OR Seattle/Tacoma Metro Area, (Pierce Co & King Co.) Spokane, Everett and Bellingham, WA Attachment 2 12 NEW MARKETING PROJECTS EVENT PROMOTION PROJECT: EVENT VIDEO & PHOTO SHOOTS (10 KEY EVENTS) Create 10 finished videos for promoting events as “A Local’s Guide to ______ (event name)” 6 Goal: Enhancing Event Marketing Through Professional Videography to Increase Event Attendance (photography arranged separately with another shooter). Produce high-quality video and photo content to promote events in Port Angeles, specifically targeting visitors from over 50 miles away. Showcase a range of events that appeal to different demographics, ensuring broad appeal and inclusivity in marketing materials. Proposed Events (limited to 10 due to budget): Crab Festival, Olympic Peninsula Fungi Festival, PNW Fiber Exposition Festival, Big Hurt, Fall Crawl, Winter Ice Village & Holiday Festivities, Wintertide Festival, Squatchcon, West by Northwest Mural Festival, Juan de Fuca Festival, NODM, 4th of July, Maritime Festival, Concerts on the Pier, etc. WE WILL PRODUCE A FINAL :30 AND :60 VIDEO FOR EACH EVENT (WIDE SCREEN AND VERTICAL) WITH AND WITHOUT MODELS. LuLish has periodically been working with Isaac Gautschi, a Sequim resident, since 2016. He’s spent the past decade crafting compelling visual stories that connect people to places. His work -- featured by Forbes, Cosmopolitan, and other national outlets -- blends commercial polish with editorial authenticity. He’s passionate about creating emotionally resonant content that highlights the beauty, character, and culture of communities. He’s partnered with organizations such as the Port of Port Angeles, the U.S. Department of Housing and Urban Development (HUD), Airbnb, Goal Zero, Goodyear Tire, and Alnylam Pharmaceuticals. His visual storytelling style is ideal for promoting events in a way that inspires exploration and drives meaningful engagement. See more of his work at isaacgautschi.com Attachment 2 13 NEW MARKETING PROJECTS ITINERARY CAMPAIGN VIDEO & PHOTO PROJECT: (7 UNIQUE ITINERARIES) Create 7 finished videos and up to 10 edited photos for promoting itineraries that include lodging, dining & activity 6 Goal: Promote Port Angeles-based featured activities in : 30 and :60 videos (vertical and wide screen formats) to be paired with contest promotions on paid media channels like TikTok, YouTube, Meta and more. Four to seven locations will be filmed per video. Videos and photos will be paired with content articles on the website and also used in organic social media efforts. These will also be featured in FIFA World Cup and LA Olympic Games promotions. Scenes will be shot with and without models. LuLish has chosen to hire Zachary Salter, a Port Angeles resident, for this video and photo project. He’s been a professional photographer and videographer for over six years, traveling the world to capture stories in some of the most beautiful places on earth. Along the way, he’s partnered with major brands like Walmart, Hyundai, Dove Men, Heydude, Rain-X, and Hamilton Watches, as well as a wide range of outdoor, lifestyle, clothing, and hotel companies. He tells a story and creates an atmosphere that draws people in and makes them feel part of the experience. See more of his work on Instagram @zachary.salter Attachment 2 14 OPTIONAL PROJECT TANTALIZING FOODIE PHOTOGRAPHY SHOOT FOR PORT ANGELES RESTAURANTS: 10 Restaurants to Start 6 Goal: Elevated and styled food photos from local Port Angeles restaurants that truly capture the deliciousness of their signature/ specialty food and drink as well as the restaurant’s ambiance. These photos will be used for press, promotions and website content as well as be provided to the restaurants for their own marketing efforts. Video will be captured separately by LuLish. Six final edited photos will be provided per restaurant. LuLish has selected to hire Carol Clayton, a Port Angeles local as well as a nationally acclaimed food photographer. She has published cookbooks and hosts popular cooking classes and special events around the country. See more of her work at CarolsVeganKitchen.com Attachment 2 15 2026 projected BUDGET $56,250 $15,000 $30,000 $40,000 $13,000 $30,000 $22,000 $40,000 $3,750 $20,000 $250,000 1. Paid Media 2.VPA Grant Program (6) $2,500 Grants 3.Event Video/Photo Project (10 events) 4.Itinerary Video/Photo Project (7) 5.Public Relations Services 6.Website Marketing Services 7.Social Media Marketing Services 8. Creative & Marketing Services 9.Estimated WA State Taxes (1.5%) 10.OPTIONAL: Foodie Project* *10 restaurant locations ALL MARKETING SERVICES INCLUDE HARD COSTS (REFER TO THE PLAN DETAIL ON THE FOLLOWING PAGES) PROPOSED BUDGET ALLOCATION BASED ON $250,000 (DO NOT EXCEED). OPTIONAL PROJECTS ARE QUOTED BELOW. WE CANNOT AFFORD TO DO ALL 3 PROJECTS THIS YEAR. FINAL DECISIONS ON IF THE “OPTIONAL” FOODIE PROJECT WILL BE A PRIORITY OVER THE OTHER PROPOSED PROJECTS WILL BE DECIDED BY CITY STAFF & LULISH BASED ON FINAL BUDGET FROM LTAC. TOTAL Attachment 2 16 2026 marketing plan DETAILS 1. PAID MEDIA BUYS Paid digital programmatic ads across digital channels that have been chosen based on performance, audience demographics, and targeting capabilities. We buy very little print, but sometimes take advantage of remnant deals. 6 Targeted Programmatic Digital Media Spend on Google Ads Network & YouTube with a Mix of Static Image, Animated and Video Ad Creative 6 Targeted Paid Meta (Facebook & Instagram) Ad Campaigns Promoting Itineraries, PA Events & Local Attractions 6 Targeted Paid TikTok Ad Campaigns Promoting Itineraries, PA Events & Local Attractions 6 Targeted Geographic and Psychographic Paid Podcast & Streaming Radio Campaign: Our (3) current podcast audio ads will again air on streaming radio (Spotify) and popular niche podcasts that will promote a chance to win an epic contest at VisitPortAngeles.com. 6 We have allocated some funds ($5,000) from paid media to be used for contest promotions expenses for our two (2) contests running in 2026. These funds cover lodging, activities and dining in Port Angeles. 2. REINVESTMENT INTO LODGING TAX GENERATORS - TOURISM-BASED LOCAL BUSINESS GRANTS (6) X $2,500 = $15,000 Following the success of our Tourism Marketing Workshop in ‘24 and the overwhelming amount of applicants (over 30) we received for the marketing grant program in ‘25, we are proposing another grant funding project available to six new grant applicants for tourism promotion or tourism asset creation in 2026. *LuLish’s fee for managing and overseeing the grant program is included under “Marketing Services” budget line item. 3. EVENT VIDEO/PHOTO PROJECT (10 KEY EVENTS) Refer to pages 11-12 for details 4. ITINERARY VIDEO/PHOTO PROJECT (7 ITINERARIES) Refer to pages 11-12 for details 5. FOODIE PHOTOGRAPHY PROJECT (OPTIONAL ITEM) Refer to pages 11-12 for details Attachment 2 17 6. PUBLIC RELATIONS SERVICES $13,000 Ongoing PR efforts are necessary to ensure we get the media coverage we can’t buy. We also provide pitches, photos and materials to the OPTC/OPVB on a regular basis for their PR efforts. We received coverage in a number of regional and national publications and travel websites in 2024 including: Forbes.com, NY Times, Outside magazine, 1859 and 1889, WA State Tourism, and more. We hosted several press/media for FAM tours including Dan Shryock (cycling), Emma Kershaw (Parade, Food & Wine and Forbes), South Korean influencers through the Port of Seattle and more. 6 WHAT’S NEW Media Alerts/ Releases Sent to Press Contacts Database 6 Pitching to Select Writers and Publications 6 Follow up on press leads from Travel+Words 2025 Conference 6 Strategic Influencer Marketing Partnership Opportunities 6 Arrange Press Trips and Partner Engagement 6 Fulfill Media and Photo Requests from Media Pubs & Travel Blogs 6 Professional Data Reporting & PR Contact Software Subscription to MuckRack 6 Provide Media Materials & Fulfill Requests from OPVB/OPTC 6 Provide Monthly eNewsletter Content to OPTC & OPVB for Port Angeles 6 Respond & Manage PR Inquiries from the Website 6 Update & Maintain Crisis Communications Plan for Social Media 6 Influencer Marketing Management and Organization 7. WEBSITE MARKETING SERVICES $30,000 Website content that is search engine optimized is essential for growing pageviews and visits to VisitPortAngeles.com, especially with the rise of zero-click searches due to Generative AI results. New AI-focused strategies will be utilized (aka feeding and training the beast). Ongoing articles are published to attract new visitors to Port Angeles and promote local businesses and events. In 2024, organic search traffic continued to be the #1 traffic driver to the website, which had over 405K visits and 700K pageviews. In addition, this line item includes the cost of operating a state-of-the-art website as well as managing business listings, a robust event calendar and includes analyzing data, search trends, and professional reporting. 6 NEW Content Landing Pages for Itineraries & Event Campaigns (paired with new video, photos and article content) 6 NEW 10 “Family Travel Experiences” Articles Featuring Rebecca Larse’s adventurous family outings around Port Angeles 6 Ongoing Analysis, Content Updates & Strategy 6 Ongoing SEO (Search Engine Optimization) Work (to Increase FREE site traffic & rankings) 6 Ongoing Site Development & Design 6 Responding to Visitor Questions 6 User-experience (U/X) Enhancements 6 Hosting & Monthly Maintenance Hard Costs 6 Domain Name Renewal Mgmt. & Hard Costs Attachment 2 18 6 SSL Certificate Renewal Mgmt. & Hard Costs 6 Security Scanning & Theme Updates 6 Costs for Paid Plug-ins & Updates 6 Ongoing Updates for Business Listings 6 Event Calendar Listings & Management 6 Professional Data Reporting 6 Digital Visitor Guide Hosting on ISSUU 8. SOCIAL MEDIA MARKETING SERVICES $22,000 Visit Port Angeles’ organic and paid social media content had over 10.6 million impressions (+74% YOY) with over 81K engagements. We highlight a mix of local events and attractions as well as our scenic beauty. We grew our social media following by 9% in 2024 to 29.7K. 6 Paid Social Media Strategy, Implementation & Management 6 Organic Social Media Implementation & Management on All Channels (FB, IG, TikTok,YouTube) 6 Social Media Paid Ad Creative & Design Services 6 Instagram/Facebook Reels and Story Features 6 Promote Local Events and Businesses in Channels 6 Paid Monitoring & Listening Tools 6 Responding to Questions/DMs 6 Professional Data Reporting Subscription Using SproutSocial 9. CREATIVE & MARKETING SERVICES $40,000 The majority of our creative and marketing tasks fall under this line item. 6 Management and Creative Direction for NEW video/photo projects 6 Oversee & Manage the Visit Port Angeles Tourism Grant Project 6 Management, ideation and creative for the OPTC/VPA co-op funds marketing dollars ($17,000) 6 Identify Grant Opportunities, Grant Project Outlines and Budgets 6 Tourism Marketing Master Editorial Content Calendar for 2026 6 Marketing for all OPTC Initiatives, Campaigns, Content, Development & Production 6 Monthly Email Marketing, Software Fee & List Mgmt 6 Media Buying, Negotiations & Media Placements 6 Creative Direction, Copywriting & Graphic Design Services 6 Print & Digital Ad Design & Production 6 Digital Promotions Video Editing & Production Attachment 2 19 “From REBRANDING and REBUILDING the organization to developing a state-of-the-art WEBSITE that is a POWERFUL TOOL for Bend’s tourism industry, Lynnette’s been a huge asset to VISIT BEND and has been a primary factor in Visit Bend’s success.” – KEVNEY DUGAN, PRESIDENT/CEO VISIT BEND (2016 - 2024) 6 Budget Management & Accounting 6 Reporting Tools & Analysis 6 Quarterly Key Performance Indicator (KPI) Marketing Reports 6 Attend (Virtually) Monthly OPTC Meetings & Provide Reporting for Port Angeles 6 Annual in-person presentation to LTAC 6 Monthly Meetings with City Staff (virtual only) 10.WASHINGTON STATE TAXES $3,750 Estimated business taxes (1.5%) on a $250,000 budget. Taxes are due quarterly. $250,000 (not to exceed)SUB TOTAL “Lynnette and I worked side by side on countless marketing and creative projects. Her ability to seamlessly integrate into a marketing team, bringing fresh ideas while respecting the opinions of the staff, is a huge benefit. Lynnette has and continues to play a pivotal role in creative services for Visit Central Oregon. She brings a deep understanding of Oregon’s tourism industry, with past experience working directly for a Destination Marketing Organization in Bend. With her keen eye for design, she has consistently created compelling marketing campaigns. I trusted her judgment implicitly in campaign development.” – MACKENZIE BALLARD, DIRECTOR, OREGON DESTINATION ASSOCIATION & FORMER VP OF VISIT CENTRAL OREGON Attachment 2 20 OPTIONAL satisfaction survey project Currently, Visit Port Angeles relies on visitor data from a variety of sources including our own website stats, optional survey on contest forms, OPVB, and State of WA Tourism’s regional visitor report. Due to the high cost of doing a proper visitor research study, which we have done for other destinations, including Visit Bend, Explore Wilsonville, Old Mill District, and more. We do recommend for the OP region to consider doing a thorough regional destination research project, which would include city senti-ment, and include the OP’s cities across the Peninsula. We can include a simple website poll that we can use to gain insights from trip planners in this year’s budget as part of the website services line item. For post-trip surveys, we can look at working with local lodging partners to provide an optional survey. In our opinion, we don’t think this is needed because we can generally learn (and glean) a lot of information and visitor sentiment through online reviews, Facebook comments, etc. We are constantly scanning for negative sentiments. Attachment 2 Business Name:LuLish Design Link to Proposal Destination Marketing RFP Score Scoring Comments 13 22 3 5 13 56Total Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Attachment 2 Business Name:LuLish Design Link to Proposal Destination Marketing RFP Score Scoring Comments 18 Very good relevant experience 32 Good ideas but didn't address several specific elements 8 8 8 74 Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Attachment 2 Business Name:LuLish Design Link to Proposal Destination Marketing RFP Score Scoring Comments 20 Lulish has had the contract to be the DMO for Port Angeles. Obviously qualified and experienced. Demonstrated ability. 37 High quality throught out application. I like the new ideas mentioned. 9 250K budget with ~56K in media buys. Pretty good budget with attached marketing strategy. 10 Metrics and reporting are discussed. Familiar with what we want. 17 Owner/project manager based out of bend, OR. But local staff here in Port Angeles. Demonstrated ability to work with local entities and professionals. Demonstrated use of local service providers. OPVB mentioned. Waterfront District mentioned. :) 93 Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Attachment 2 Business Name:LuLish Design Link to Proposal Destination Marketing RFP Score Scoring Comments 20 35 10 10 20 95 Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Proposer qualifications, experience, and demonstrated ability. (20 pts.) Scoring Criteria Attachment 2 Business Name:LuLish Design Link to Proposal Destination Marketing RFP Score Scoring Comments 20 35 3 $250,000 5 20 83 Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Attachment 2 1 | AUGUST 2025 TOURISM ADVERTISING AND MARKETING SERVICES RFP RESPONSE FOR CITY OF PORT ANGELES Attachment 2 2 | MADDEN | 1. COVER LETTER Writing Port Angeles’ Next Chapter Together Port Angeles doesn’t need another vendor. You’re looking for a true partner—someone who understands what’s working, sees what’s possible, and knows how to turn both into momentum. That’s the mindset behind this proposal. The best tourism marketing doesn’t just drive visitation—it creates connection. And we’ve been doing exactly that for destinations for over 40 years. For Port Angeles, that connection starts with awe in the unexpected. The quiet kind. The kind that sneaks up on you in a fogged-in harbor, on a trail that opens up into something spectacular, or in a local shop where someone hands you a story along with your coffee. That’s the feeling we’ll bottle—and build campaigns around. Your shoulder and winter season goals aren’t a box to check. They’re an invitation to shift perception and reframe Port Angeles as not only a place to visit—but a place to feel. A place that’s proudly offbeat, rich in character, and full of stories that don’t need flash to be unforgettable. We're ready to sharpen the “Visit Port Angeles” brand with precision, sharpening its identity while aligning with the Olympic Peninsula’s strategic plan to ensure your story fits into the broader regional narrative without ever losing what makes it distinct. We see this as a brand evolution that amplifies—not reinvents— Port Angeles’ strengths. We don’t show up with a playbook. We show up with strategy, creativity, and a team that knows Washington—from our work with State of Washington Tourism to our collaborations with communities across the Pacific Northwest. Our campaigns are built to inspire action, earn attention, and create a ripple effect for local businesses and residents alike. Inside this proposal, you’ll find a strategy built to push the Visit Port Angeles brand forward with clarity, energy, and measurable impact—driving visitation in key drive markets, amplifying community voices, and unlocking year-round potential. We’re excited for the opportunity to help Port Angeles keep showing up, even stronger, in all the right ways. Dan Janes, CEO djanes@maddenmedia.com 520-818-4096 31 N. 6th Ave.,Ste. 105-157 Tucson, AZ 85701 COVER LETTER Attachment 2 3 | MADDEN | 2. PROPOSER EXPERIENCE Experienced Destination Storytellers Since ǼȄȃǽ Each proposer shall furnish a narrative supported by relevant data regarding past experience… Since 1982, we've partnered with communities like Port Angeles—places with deep roots and undiscovered stories—to drive year-round growth and won more than 30 tourism industry awards since 2023 alone. We’ve grown into a fully-remote, full-service agency of 230+ creative minds spread across the country, including team members dedicated to Washington. With over 40 years of tourism experience and more than 200 annual DMO partners in our corner, we don’t just understand this space—we helped shape it. From reimagining the brand for Alabama’s Beaches, to running multichannel campaigns for Visit Tampa Bay, to creating visitor guides Missourians actually collect (for decades), we’ve seen it all, and then some. With over 25% of our team having worked within city governments, DMOs, and tourism boards, we understand the unique balance of promoting a place while staying accountable to the people who call it home. We understand the pressures, politics, and pace of destination marketing firsthand—so when we say we’re aligned with your goals, it’s because we’ve been on the other side of the table, making those same calls. National Strength, Local Focus We stay plugged into local, state, regional, and national tourism organizations, using those connections to keep our strategies sharp and our tools even sharper. Whether it’s tapping into emerging tech, staying ahead of trends, or exploring new platforms, these relationships fuel our ability to adapt, respond, and deliver smarter solutions for every community we work with. PROPOSER EXPERIENCE Attachment 2 4 | 2023 Silver HSMAI Adrian Award: Integrated Campaign-B2C 2023 Gold Hermes Creative Award: Website Landing Page 2024 Bronze HSMAI Adrian Award: Integrated Marketing Campaign-B2C 2024 Bronze HSMAI Adrian Award: Advertising - Print Collateral 2024 Bronze, Best of Category HSMAI Adrian Award: Advertising - Corporate Social Responsibility 2023 ESTO Mercury Award: Integrated Marketing Campaign 2023 Bronze HSMAI Adrian Award: Advertising-CSR 2024 Bronze HSMAI Adrian Award: Public Relations/Communications - Special Event 2023 Flagler “Henry” Award: FLSportsCoast.com We Do Great Work We love destination marketing, and it shows. We’re passionate about building brands, campaigns, and websites that perfectly pair strategic approaches with inspiring creative. Our work earns best-in-class destination marketing recognition, but we’re most proud of positively impacting our clients’ communities (although these trophies do look pretty on our shelf). MADDEN | 2. PROPOSER EXPERIENCE 2023 Gold HSMAI Adrian Award: Public Relations-Feature Placement Online or Print Consumer Media 2023 Gold Hermes Creative Award: Website Redesign 2023 Bronze HSMAI Adrian Award: Advertising-Brand Campaign 2023 Bronze HSMAI Adrian Award: Digital-Contest/Sweepstakes 2023 Silver HSMAI Adrian Award: Digital-App 2024 Gold, Best of Category HSMAI Adrian Award: Advertising - Brand Campaign 2024 Silver HSMAI Adrian Award: Integrated Campaign - Experiential Marketing 2024 MarCom Platinum Award: Integrated Marketing for Strategic Communication 2023 Bronze HSMAI Adrian Award: Advertising-Brand Campaign 2023 Bronze HSMAI Adrian Award: Trending-Environmental, Social, Governance 2023 Silver HSMAI Adrian Award: Integrated Campaign- Experiential Marketing 2024 Silver HSMAI Adrian Award: Integrated Marketing Campaign-B2C 2024 Silver HSMAI Adrian Award: Integrated Campaign - DEI Marketing 2024 Silver HSMAI Adrian Award: Integrated Campaign - Environmental, Social, Governance 2024 Silver Best of Category HSMAI Adrian Award: Public Relations /Communications 2024 Bronze HSMAI Adrian Award: Advertising - Brand Campaign 2023 Bronze HSMAI Adrian Award: Integrated Campaign- Reputation Management Attachment 2 5 | Visit Evergreen Coast When Pacific County realized that their existing brand, Long Beach Peninsula Visitors Bureau, no longer reflected the depth or diversity of the destination, we led a full rebrand rooted in community insight and strategic storytelling. Through immersive research and a clear shift toward younger, experience-driven travelers, we created a new identity that unified the region under a single name: Washington’s Evergreen Coast. Read more about our work with Evergreen Coast on page 21. Bringing Community Brands to Life …with similar projects for the firm, and for the individuals who will be assigned to work on this account. Here’s a quick peek at a few examples (emphasis on few) that show what happens when curiosity, creativity, and data-driven strategy collide to build unforgettable community brands and creative assets that don’t just look good, but move people to explore. MADDEN | 2. PROPOSER EXPERIENCE Visit Tuolumne County To drive bookings for Visit Tuolumne County, California, we launched a data-driven digital campaign using Google’s Performance Max to stretch their budget and drive real impact. Our responsive, multi-format ads reached travelers across Gmail, YouTube, and Search—while custom conversion tracking gave precise insight into what was working. The results? Within four months nearly 15k clicks at a 5.7% CTR (3.5% CTR avg. benchmark), and 68.5% engagement rate—all with an average session time of nearly two minutes. The campaign performed so well that Visit Tuolumne County expanded our partnership to include all of their paid media and creative work. State of Washington Tourism (SWT) As an agency partner for State of Washington Tourism, we dig into hands-on knowledge of the region’s communities, travel patterns, and marketing landscape. We manage SEO strategy, site maintenance, hosting, and paid media efforts targeting the U.S. and Canada, while leading continuous updates to stateofwatourism.com using a sprint-based model that keeps the site fast, optimized, and visitor-ready. To extend global reach, we also produced three multilingual visitor guides in Spanish, German, and Japanese—ensuring Washington’s story connects with international audiences as well. Attachment 2 6 | You’re welcome to reach out to these partners—they can speak firsthand to how we’ve helped elevate their brand and push their marketing into its next chapter. MADDEN | 2. PROPOSER EXPERIENCE Evergreen Coast Josh Phillips Executive Director jphillips@evergreencoastwa.com 360-642-2400 Visit Tuolumne County Lisa Mayo President and CEO lisa@gotuolumne.com 209-533-4420 Don’t Just Take Our Word for It Explore Butte County Nichole Farley Executive Director nichole@explorebuttecounty.com 530-918-4585 Attachment 2 7 | MADDEN | 3. KNOWLEDGE OF OLYMPIC PENINSULA AND PORT ANGELES We’re No Strangers to Your Corner of the Northwest From guiding statewide strategy to supporting local communities, our work across Washington has been anything but surface-level. We bring both the big-picture view and the street-corner familiarity that comes from real partnerships, real proximity, and real results. KNOWLEDGE OF OLYMPIC PENINSULA AND PORT ANGELES Statewide Partnership and Local Insight We’re not guessing when it comes to the Pacific Northwest—we’re in it. Our deep understanding of the Washington tourism landscape is anchored by our work with the State of Washington Tourism (SWT), where we have managed statewide co-op programs as well as the SWT website and media campaigns. Our work gives us direct insight into the unique needs and opportunities of diverse community partners across Washington, from major metro areas to rural destinations. Local Presence and Regional Expertise We maintain a strong local presence with key team members based in the Seattle area. This on-the-ground perspective isn’t a bullet point—it’s a mindset. It shapes how we approach creative, how we track traveler behavior, and how we uncover what really makes a place worth the trip. We know the pull of Puget Sound, the rhythm of the ferry schedule, and why Olympic Peninsula isn’t just a national park—it’s a portal to something bigger. Edge-of-Everything Communities. Big Impact. We know the kind of places that live next to the spotlight—whether it’s a major metro or a national park—and the balancing act they face. These communities aren’t background noise. They’re destinations in their own right, with stories that deserve the same attention as what’s next door. Places like Port Angeles need strategy that elevates their identity, respects their scale, and connects with travelers who want more than the obvious. We’ve helped communities like these grow visitation responsibly, clarify their voice, and create campaigns that bring in the kind of visitor who explores deeper and comes back for more. It’s not all we do—but it’s a space where we shine. Here are a few communities we’ve helped turn potential into momentum: ➔Lake county - orlando ➔Henricks county Visit Aurora Outside of Denver, CO Discover Moab Gateway to Arches National Park Visit Tuolumne County Gateway to Yosemite National Park Discover Davis Outside of Salt Lake City, UT Pick Orange County Outside of New York City Visit Hendricks County Outside of Indianapolis, IN Attachment 2 8 | Jumpstarting Port Angeles with Madden Pulse MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Based upon the Draft Scope of Services, provide a complete description of the scope of services the Respondent proposes to perform to achieve the City’s objective identified in the Draft Scope of Services. Our approach isn’t one-size-fits-all—it’s a living system built to evolve, adapt, and perform. Madden Pulse is our proven methodology that powers every brand, website, and campaign we create. It connects research, storytelling, media, and performance into one cohesive framework, centered around your community’s goals. Immersive Storytelling We don’t tell people to visit—we make them feel like they need to. For Port Angeles, this means tapping into the unique duality of the place: wild and welcoming, scenic yet scrappy, international yet intimate. We'll develop a creative platform that wraps around all touchpoints—from foggy ferry mornings to trailhead sunrises—and emotionally resonates across channels. Purposeful Impact Everything we do ties back to outcomes that matter to Port Angeles. We will track success through dashboards that monitor digital conversions, audience growth, and media ROI, refining tactics based on performance to ensure resources drive measurable, community-aligned impact. Your creative and campaigns will be powered by Madden Pulse, our proven methodology for igniting community growth. It connects research, storytelling, media, and performance into one cohesive framework, centered around your community’s goals. Insight Ignition Port Angeles already has momentum—we’ll build on it with laser-focused insights. Our work begins with audience intelligence: blending first-party data, digital behavior, and regional travel trends to uncover who’s traveling (and who could be), when, and why. We’ll use our Voyage platform to map seasonal travel intent, identify drive-market friction points (Seattle, Portland, Vancouver), and unlock new audience personas—from weekend wanderers to storm-season escape artists. Adaptive Engagement Strategy is only as strong as how it’s activated. We’ll build an always-on media ecosystem designed to flex with the seasons and focus attention where it matters most. Think agile digital, smart search, travel influencers with niche pull, and PR that actually earns ink. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Attachment 2 9 | Research Fuels Smarter Decisions MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES TECHNICAL AND AUDIENCE RESEARCH TOOLS For Port Angeles, driving shoulder-season bookings isn't about more data—it's about the right data. We translate regional travel trends and your local insights into targeted campaigns that convert. Start With Real Insights We move beyond surface-level research to dig into the data that truly matters. Our approach blends destination-specific intelligence with broader travel behavior insights: ➔Existing Client Research: STR reports, visitor profile studies, brand perception research, economic impact reports, and historical campaign data. ➔State and Regional Research: We tap into resources from statewide DMOs (like SWT) to supplement destination-specific insights. ➔Proprietary Tools: Our custom-built Voyage platform (see page 33) interprets tourism data into actionable insights, from path-to-purchase tracking to spend impact. ➔Third-Party Data Partners: Longwoods, Azira, Arrivalist, Adara, and Future Partners provide deep traveler sentiment, mobility, and market trends data. ➔Resonate: We use this platform for both media planning and deep persona development—helping us understand media behaviors and psychographics of potential visitors. ➔Performance Data: We lean heavily on your existing digital metrics—web traffic, content engagement, conversion paths—to identify opportunity gaps and momentum points. ➔Trend Analysis: We monitor emerging travel behaviors, search intent trends, and cultural shifts to stay ahead of visitor expectations. INDUSTRY RESEARCH PARTNERS Insight Ignition Attachment 2 10 | MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Key Business Objectives Primary KPIs Secondary KPIs Getting Started: Initial KBOs for Port Angeles Insight Ignition Our initial research and understanding of your goals led us to develop these preliminary high-level KBOs for Port Angeles. When we kick things off, we'll dial these KBOs in with your team and lock down the KPIs that define a win. Our strategic planning process starts with conversation and collaboration, not assumptions—aligning your team and ours through a brand and KBO workshop that digs into audience behavior, brand perception, and real challenges. Together, we define Key Business Objectives (KBOs) that go beyond vanity metrics to drive meaningful impact—from overnight stays to local business growth. Ǽ. Increase Overnight Stays During Shoulder and Winter Seasons Driving more off-season bookings means steadier revenue, stronger businesses, and jobs that last year-round. We’ll get there by strengthening the "Visit Port Angeles" brand in alignment with the Olympic Peninsula’s strategic plan—pairing smart strategy with creative that inspires cold-weather travel and positions Port Angeles as the starting point for off-season adventure. ǽ. Grow Web Sessions Year-Over-Year The Visit Port Angeles website is the community’s digital front door and a key conversion tool—so we optimize content and SEO to drive action, then track performance through GA4 dashboards, session duration, bounce rate, and top pages. Ǿ. Community Co-Creation & Partnership Program We'll support local businesses and events through co-branded assets, strategic collaborations, and a content strategy that includes local and nano-influencers to build trust and authenticity. Within the first 90 days, we’ll build and maintain a vetted Clallam County Creative Roster—ensuring local talent is embedded in the work and positioned for future opportunities. We’ve seen this model thrive in places like Northern Minnesota and Savannah, where tapping into local creators not only strengthened campaigns—it grew our team and deepened impact across the region. ǿ. Achieve Ǿ:Ǽ Return on Ad Spend (ROAS) for Paid Media In a tax-funded environment, every dollar counts—so we build smart, conversion-focused paid media campaigns aiming for a 3:1 ROAS. Attachment 2 11 | MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES As Maya Angelou said, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” That’s our guiding principle. We don’t just sell a destination—we craft the feeling of Port Angeles. Madden’s creative brand strategy is about tapping into that unmistakable spirit—amplifying what makes each community one-of-a-kind, for everyone who experiences it, whether they’re visiting for a weekend or living it every day. It’s not our job to create them. It’s our job to tap into them. To uncover them. To reveal them. Cultivating Emotional Connection We build emotional connection by understanding who Port Angeles really is—and who it’s for. What makes travelers linger a little longer. What turns a weekend into a ritual. What moments stay with them long after they’ve gone. We uncover insights and through our workshop, we create the launchpad for a strategy that feels true to Port Angeles: grounded, gritty, and quietly unforgettable. Port Angeles isn’t just a place. It’s a feeling. The mist on your jacket at the trailhead. The panoramic view of the Strait of Juan de Fuca. An art walk surprise, a cotton candy sunset, or a driftwood-strewn beach with no one else on it. It’s the kind of place you find once and keep coming back to—because it feels like yours. Our job is to capture that feeling—and scale it. Here’s the truth: the magic already exists. It's in the rhythm of downtown, in the wind at Hurricane Ridge, and in the locals who wave before they know your name. It doesn’t shout. It doesn’t chase trends. It surprises you in the best way. Whether someone’s planning a winter escape or thinking of moving in, this brand will reflect what Port Angeles delivers: real connection, deep discovery, and awe in the unexpected. Because travelers don’t come for checklists. They come to feel something real. And in Port Angeles, that feeling is discovery—coastal, wild, and absolutely worth it. Immersive Storytelling Attachment 2 12 | MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Our Ideas Immersive Storytelling We know the spirit of Port Angeles—and the potential it holds to connect with travelers in fresh, meaningful ways. We’re excited to help evolve your story with creativity, clarity, and purpose. What follows are working concepts, early ideas designed to spark collaboration and demonstrate how we might bring this vision to life. These are thought starters, grounded in our understanding of your brand and informed by your goals, your community, and the energy that makes Port Angeles so distinctly itself. Amplifying Indigenous Stories Through Digital Content To deepen cultural connection and honor the heritage of the region, we recommend a dedicated content series focused on the stories, history, and voices of local Indigenous communities. Through website features, blog content, and social media storytelling, we would work with tribal partners to co-create narratives that celebrate the area’s original stewards. This approach not only enriches the visitor experience but builds meaningful engagement rooted in respect, authenticity, and education. “Finding the Feels” “Finding the Feels” is a photo-driven scavenger hunt that invites visitors to experience Port Angeles through emotion, not just location. Each clue leads to a meaningful spot, like a foggy viewpoint, the Olympic Discovery Trail, or MV Kalakala Mural, tied to a specific feeling: awe, calm, curiosity, joy. This directly supports the RFP's goal of distributing visitors beyond traditional hotspots and encouraging shoulder-season exploration by creating a year-round, self-guided experience. It is a tool for regenerative placemaking, inviting visitors to engage with the community on a deeper, more respectful level, transforming a simple visit into a memorable, emotional connection. This experience can live on the Visit Port Angeles site, across social, or through local businesses—creating shareable content and sparking discovery, one feeling at a time. “A Place for All Senses” “A Place for All Senses” is a storytelling campaign that invites travelers to experience Port Angeles in full sensory detail, what it feels like to wrap your hands around a warm mug after a windswept hike, the briny scent of salt air on the waterfront, the hush of forest trails, or the unexpected flavors from a local pie maker. By crafting content around all five senses, sight, sound, taste, touch, and smell, we move beyond the expected visuals to create an immersive, emotionally rich narrative. This framework moves beyond conventional visual marketing to capture the authentic, hyper-local texture of Port Angeles. By focusing on sensory details sourced from community stories, we directly address the desire for immersive, 'life-seeing' experiences over simple sightseeing, ensuring our content resonates. Attachment 2 13 | Your Brand The core brand umbrella which all campaigns live under. Campaign Architecture To push the Port Angeles brand forward and build awareness, we will develop a campaign concept and omnichannel media plan. We approach this concept by first grounding everything in the overarching brand, then segmenting imagery and messaging across brand pillars to resonate with all target audiences. Targeting will prioritize audiences demonstrating interest in culture, and experience-driven tourism. Ad creative and landing pages will reinforce sustainable messaging. MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Campaign Concept The strategic concept that drives all imagery and messaging. Brand Pillars Our campaign concepts are flexible, where imagery and messaging are relevant for all your brand pillars. Target Audience Segments We ensure each target audience feels their relevant campaign vertical is tailored to their specific travel intents. Immersive Storytelling Attachment 2 14 | Production Process MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Execute From scroll-stopping videos and dynamic display ads to visitor guides and in-community activations, we create integrated campaigns that work across seasons and screens. We mix in trusted local partners to ensure every asset feels true to Port Angeles—and connects with the people who matter. Refine and Approve Before launch, we work closely with your team to review and refine every piece, ensuring it’s proofed, polished, and optimized for its channel—whether it’s print, digital, paid social media, or out-of-home. Measure What Matters We define KPIs tied directly to your KBOs, whether it’s increasing visitor spend, supporting local businesses, or extending length of stay. We monitor performance daily, providing actionable insights and refinements that keep your ROI clear and your strategy sharp. Discover We know Port Angeles and that boots-on-the-ground perspective gives us a running start. From there, we layer in fresh insights from Voyage and third-party tools to track what’s shifting, what’s landing, and what your audiences actually care about right now. Define We translate insights into a focused creative brief, cutting through the noise to identify brand tensions, audience needs, and the emotional truth we’re aiming to spark. Then we align with your brand pillars and campaign goals, creating a clear strategic framework to guide the work. Concept This is where the magic meets the method. Our team develops campaign concepts that flex across formats and audiences, resonating with adventure families, wellness seekers, eco travelers, and locals alike. Each concept ties back to a singular guiding emotion—your “North Star”—shaping everything from tone to visuals. Immersive Storytelling At Madden, we don’t build campaigns that blend in—we build movements people want to belong to. Because Port Angeles isn’t just a destination. It’s a story. One worth telling with substance, style, and staying power. We bring that story to life with full in-house production capabilities, including video, photo, design, copywriting, and paid media management—all under one roof. This means Port Angeles gets consistent creative quality, faster turnarounds, and seamless alignment from concept through launch—while keeping your brand’s voice and visuals true to your community. Attachment 2 15 | MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Elevating Your New Site Through Content and Storytelling Content That Feels Like Discovery We don’t treat content like filler—we treat it like a tool. A way to connect real people with the heart of your community. Our approach starts with curiosity mixed with data: ➔What are travelers searching for? ➔What keeps them clicking? ➔What makes them actually want to book? Then we build a plan that delivers across channels—on your site, in print, through PR, and anywhere else a visitor might find you. We monitor performance, spot drop-offs, and adjust in real time. Search-Ready, Story-Driven Integrating solid SEO foundations is key to pushing traffic to your new site. This includes: ➔Enhancing meta descriptions and strategic H1 tags. ➔Technical audits dive deep, fixing everything from broken links to underperforming mobile pages. ➔Third-party keyword tools and traveler intent data to uncover what people are really searching for—then map that to content that feels human. ➔Continuously tracking keyword shifts, refining copy, and g iving you a clear view of what’s working (and what’s not) through real-time dashboards and transparent reports. Immersive Storytelling Smart, Search-Ready Foundations A beautiful website only matters if people can find it. From keyword strategy and metadata to lightning-fast load times and mobile optimization, we ensure the technical groundwork is solid. We integrate Google Analytics, Search Console, and Tag Manager to track performance from day one, and we’ll continue to monitor and refine post-launch. Whether it’s fixing broken links, improving page speed, or fine-tuning content, our goal is simple: help your site show up, rank well, and stay relevant. The Future of Visibility: GEO Search is evolving—and we’re already there. With the rise of AI-powered platforms like Google’s AI Overviews, Bing Copilot, and ChatGPT, search isn’t just about rankings—it’s about being recommended, summarized, and spoken for by bots. That’s where Generative Engine Optimization (GEO) comes in. We blend technical SEO with AI-informed content strategy to ensure Napa’s stories surface in conversations, not just results pages. We audit content for LLM relevance, update it for AI context, and structure it so generative engines can pull from it accurately and meaningfully. GEO: Showing Up in the Age of AI Search is evolving—and we’re already there. With the rise of AI-powered platforms like Google’s AI Overviews, Bing Copilot, and ChatGPT, search isn’t just about rankings—it’s about being recommended, summarized, and spoken for by bots. That’s where Generative Engine Optimization (GEO) comes in. We blend technical SEO with AI-informed content strategy to ensure your stories surface in conversations, not just results pages. We audit content for LLM relevance, update it for AI context, and structure it so generative engines can pull from it accurately and meaningfully. A new website is only as powerful as the content—and the strategy—that fuels it. For Port Angeles, that means creating a digital experience that mirrors the real one: surprising, layered, and quietly magnetic. Part of that magnetic feel comes from the community itself. To capture this, our strategy focuses on weaving the people of Port Angeles directly into the narrative. We will actively cultivate and feature the authentic stories of local artisans, fishing guides, chefs, and shopkeepers, making them the true heroes of the Port Angeles story. This people-first content then becomes the cornerstone of our promotional efforts, creating a website and social media presence that feels less like an advertisement and more like a genuine invitation from the community itself. Attachment 2 16 | Media Planning and Buying Madden brings extensive experience in performance-driven media buying, managing $50M annually across Google, Meta, and other key platforms. Using insights from our Voyage Atlas platform (see page 19), travel behavior data, and market research, we design smart, adaptable media mixes across digital, social media, print, out-of-home, and emerging formats. Our media plans are built on a deep understanding of how people engage with content and make decisions—and we factor in every part of your communication ecosystem. Whether we’re executing across all channels or not, we approach each effort as part of a unified brand experience, ensuring every message contributes to a bigger, more compelling story—immersing potential travelers in your brand. MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES As we make recommendations for expanding digital engagement with potential visitors, we will follow these key tenets: ➔Always Prioritize KBOs: Structure your media plans around these objectives rather than being guided solely by audiences, platforms, or markets. ➔Transparency Is Key: All media costs will be fully transparent, without any hidden commissions or markups. ➔Emphasize First-Party Data: Second and third-party data often lack consistency and accuracy. ➔Harness Audience Data: Utilize a variety of available data sources to ensure precise targeting of the right audiences. ➔Prioritize Native Placements: Seek complete transparency in managing where your brand is displayed, minimizing any friction in ad engagement. ➔Stay Agile: Continuously optimize to maximize spend efficiency and performance—there's always room for improvement. ➔Base Strategy On Competitive Analysis: Develop your media strategy with a deep understanding of the paid media strategies employed by your competitors. Adaptive Engagement Attachment 2 17 | MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Adaptive Engagement Media Planning and Buying Madden’s approach to media for Port Angeles consists of two distinct strategies: brand building and fostering deeper community partnerships. We ground both strategies in what makes Port Angeles uniquely resonant—its role as the gateway to Olympic National Park and the sense of place exuded by those who call it home. Here is a look at how Madden can bring these strategies to life. FULL FUNNEL BRAND BUILDING (Budget Allocation ȁȀ-Ȃǻ%) Elevate Port Angeles’ brand story by strengthening its relation to popular, surrounding points of interests and drive value to appeal to various types of travelers throughout the year. ➔Always-On: Cost effective mix of SEM, Google PMAX and paid social media. Reach high intent travel searches with unique ad groups. Scale across Google ad channels using its AI and machine learning algorithms. With paid social, reach core travel planners, their family and friends who seek new destinations to explore. ➔Video: Convey emotion and the experience of visiting Port Angeles through video. Distribute video ads across social and YouTube to target outdoor enthusiasts, family vacationers, cyclists, road trippers and urban adventurers, all while measuring impact. ➔Feature Stories and Regional Publications: Reach built-in audiences who trust and reference these as a source for travel inspiration. Align with featured stories, e.g. “Travel spotlight” and sponsored content to promote Port Angeles as a must-visit destination. Focus on PNW publications to reach drive markets and travel & lifestyle magazines in key fly markets. Some options include. Seattle Met, Sip Magazine, 425 Magazine, Portland Monthly, Vancouver Magazine, Dreamscapes (Canada), 5280 Mag (Denver), and more. DIGITAL PASSPORT & SHOULDER SEASON CO-OP (Budget Allocation Ǿǻ-ǾȀ%) Welcome newcomers with ease and reward loyal travelers to inspire year-round return visits. Support the shoulder season economy with partnerships in line with the Olympic Peninsula Tourism Master Plan. ➔Digital Passport Program (Bandwango): Lead a passport program to drive engagement, increase visitor spend, collect user data, and incentivize deeper exploration. Promote themed activities, area events and incentives that reward visitors. Passport examples: ◆“Adventure Passport”: Hiking and water adventures (Hurricane Ridge, Sol Duc Falls, Lake Crescent) ◆“Peninsula Foodie Trail”: Promote visits to local seafood restaurants, coffee shops, and wineries (Harbinger Winery) ◆“Cultural Discovery Passport”: Visit check-ins at tribal museums and art galleries, partnering with local tribal nations, such as the Quileute, Makah, and Jamestown S’Klallam Tribe to respectfully share their stories and support cultural tourism. ➔Co-Op: Host a co-op program that invites hotels, tour operators and local partners to plug into. Extend brand reach through aligned partner programs and lower advertising costs via shared investment of advertising such as paid social media, targeted display, video, CTV, etc. ◆Port Angeles to manage anchor funding, creative coordination, landing page, hosting and analytics ◆Participating partner pays into the co-op at a tiered level Attachment 2 18 | Elevating Port Angeles, One Story at a Time MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Adaptive Engagement Your media relations strategy will earn meaningful coverage and amplify the stories that set Port Angeles apart. ➔Criss Communications: We’ll begin by auditing Port Angeles’ current crisis communication plan to assess readiness, clarity, and alignment with your brand. If gaps are found, we’ll work with your team to build a clear, actionable plan with defined protocols, spokespersons, messaging, and channels. ➔Integrated, Purposeful PR: Our PR strategy for Port Angeles is designed to earn meaningful coverage, deepen media relationships, and amplify the stories that set this coastal community apart—from storm-watching solitude to small-town soul. ➔Leading With Stories, Not Slogans: The media landscape is more competitive than ever, and storytelling is how we break through. We focus on what makes Port Angeles feel found rather than marketed—leaning into local voices, unscripted moments, and “only here” experiences that resonate with journalists and readers alike. ➔Pitching with Precision: We don’t blast out pitches—we match your stories to journalists’ passions. Our team takes pride in understanding what individual journalists care about and aligning Port Angeles’ stories with their interests to increase the likelihood of earned, high-impact coverage in key markets like Seattle, Vancouver, Portland, and beyond. ➔Timing Matters: With deep relationships across media, we understand editorial calendars and the rhythms of newsrooms, allowing us to time Port Angeles’ stories for maximum pickup. ➔Leaning on Local Partnerships: We collaborate with Port Angeles’ hotels, venues, and partners to identify media visit opportunities, support hosting, and align messaging. ➔Targeted Pitches for Targeted Markets: For markets beyond our organic reach, we craft customized pitches, considering market interests, seasonality, and your key storylines to capture attention and drive results. At Madden, PR isn’t a silo—it’s a strategic driver that aligns with your paid, owned, and shared efforts to move your goals forward. Every story we pitch, every influencer we engage, and every piece of earned coverage is part of a larger system designed to build brand love, drive visitation, and showcase Port Angeles’ uniqueness. Attachment 2 19 | Audience Intelligence: Planning Campaigns with Purpose Voyage Atlas goes beyond demographics—it uncovers what truly motivates travelers. By analyzing visitation data, behavioral trends, and platform preferences, we craft campaigns that connect with the right people, in the right places, at the right time—authentically and effectively. Content Intelligence: Real-Time Creative Optimization Voyage Waypoint tracks how content performs, using engagement and conversion data to fine-tune messaging on the fly. The result? A campaign that doesn’t just launch—it evolves, ensuring every creative touchpoint stays relevant and resonant. Destination Intelligence: Proving ROI & Long-Term Impact Voyage GPS provides a tourism-specific lens on visitation, lodging trends, occupancy reporting, and economic impact. With LookerStudio Pro dashboards, we track real-time ROI and connect marketing efforts to real-world results—helping destinations hit both campaign and fiscal goals. Marketing Intelligence: Transparent, Measurable Performance Voyage Beacon consolidates Google Ads, Meta, and other marketing data into one real-time dashboard. No fluff, no guesswork—just full transparency so we can adapt, optimize, and maximize every media investment. MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Data Fuels Smarter Decisions We believe that data isn't just a collection of numbers—it's a roadmap to success. We're passionate about harnessing the power of data to inform strategies, optimize campaigns, and drive undeniable ROI for our clients. Key Features of Our Data Analytics and Reporting ➔Data-Driven Strategy: We build media plans rooted in research to fuel smarter decisions, creative tactics, and stronger results. ➔Actionable Insights: We analyze data to identify trends and opportunities, providing regular reports to keep your team informed. ➔Collaborative Approach: We work closely with you to understand its data needs and ensure that our reporting is aligned with its goals. ➔Customizable Dashboards: We create interactive dashboards that provide a clear and comprehensive view of campaign performance. LEARN MORE ABOUT VOYAGE HERE Purposeful Impact Attachment 2 20 | Project Plan & Timeline Development ➔Every project starts with a clear plan covering phases, deliverables, and deadlines—fully visible from day one and updated in real time as needs or opportunities shift. Onboarding & Immersion ➔To build authentic campaigns, we need to see Port Angeles through your eyes—meeting stakeholders, visiting communities, and getting a feel for the culture beyond the highlights. ➔KBO Workshop: We’ll start with a collaborative session to lock in objectives and success metrics, making sure every tactic supports your long-term goals for sustainable growth. Real-Time Monitoring & Optimization ➔We monitor performance daily, tweaking targeting, creative, and budgets to make every dollar count, whether steering visitors to rural spots or boosting sustainable travel messages. Ongoing Collaboration & Check-Ins ➔Weekly Updates: Fast check-ins to track performance and spot opportunities. ➔Monthly Reviews: Clear view of wins, shifts, and how we’re driving quality visitation and economic impact. ➔Quarterly Planning: Bigger-picture reviews to apply lessons, track trends, and stay aligned with Port Angeles’ goals. Opportunistic Meetings & Key Events ➔Board meeting, industry summit, or impromptu stakeholder session—we show up. More than a vendor, we’re part of your team, ready whenever you need us. Daily monitoring of trends, pacing, and buzz. Weekly touchpoints to optimize impact. Monthly reviews of performance and growth. Quarterly strategic deep dives to stay ahead. MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Dedicated Account Management Purposeful Impact Every great campaign starts with a clear plan—keeping your team informed, stakeholders engaged, and goals front and center. From kickoff to final report, we map every step so you always know what’s next, who’s doing what, and when key milestones hit. No surprises, no guesswork, just a collaborative roadmap that keeps us in sync. Attachment 2 21 | Washington’s Evergreen Coast: Rebranding and Creative Refresh MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Client Spotlight The Situation Pacific County was ready for a reset. Their existing brand no longer reflected the full picture—not the personality of its communities, not the younger travelers they wanted to attract, and definitely not the raw, natural beauty that defines the region. What started as a creative refresh quickly evolved into a bigger question: how do we tell the full story, not just of the Long Beach Peninsula, but of a destination with so much more to offer? Our Approach We hit the ground running—visiting the region, tapping into our existing PR relationship, and leading a series of focus groups across Pacific County. What we heard was clear: this place is “authentic,” “gritty,” and quietly spectacular. Locals wanted a brand that reflected their edge, not just their shoreline. With that insight, we reframed the challenge. Instead of keeping Long Beach and the Pacific Coast as separate ideas, we developed a unified brand that could represent the entire region—one that honored the landscape, culture, and spirit of the community. The Brand Washington’s Evergreen Coast is more than a name—it’s a strategic shift. It invites travelers beyond the beach, into the wild corners, working harbors, cozy cafés, and coastal forests that make this place unforgettable. It leverages what’s familiar (Washington = The Evergreen State) but flips it into something new. Something ownable. Something bold. We refreshed every element of the brand: ➔Visuals: Cool-toned, grounded, and aspirational—designed to draw in younger, outdoorsy travelers. ➔Voice: Approachable and conversational, never salesy. ➔Media Strategy: Built to meet travelers where they are—online, inspired, and looking for their next low-key great escape. 57% INCREASE IN TOTAL WEBSITE USERS 52% INCREASE IN WEBSITE SESSIONS 1.5M IMPRESSIONS FROM META PROSPECTING 34,101 CLICKS FROM META PROSPECTING Results The rebrand launched with a cross-channel media strategy that’s already showing strong returns From This…To This! Attachment 2 22 | Visit Idaho: NativesOutdoors Campaign MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Client Spotlight The state of Idaho is home to five federally-recognized Native American tribes. As Visit Idaho's marketing partner, we ensure our work represents the whole destination, including the voices within these tribes. Working with Visit Idaho, we created a plan to preserve local culture through education, while building a relationship between the local tourism industry and the Indigenous peoples who live in the state. After months of outreach, three tribes, agreed to participate and we began a collaboration with the native-owned organization NativesOutdoors. Partnering with the organization, we created a campaign that represents these Idaho tribes and highlights Native American artists. We worked alongside the tribes to create two print stories in the 2022 Official Idaho Travel Guide, three video profiles of on-the-rise Native American artists who are carrying on tribal traditions, and one digital exclusive story, “Inspiring the Next Generation,” which is a companion to the videos. The featured artists showcase their work—including painting, music, vocals, beading, and leatherwork—and explain its significance within their families and tribes. Because the goal of this campaign was to expand the narrative voice of the Visit Idaho brand and to partner with the state’s tribes, our target audiences were tribal members and potential visitors interested in cultural history. We aimed to rebuild positive relationships between the state and the Native American tribes, which continues to strengthen as a result of this campaign. As the heritage tourism sector expands, this collaboration also serves as an outlet for allyship and alignment on the importance of respecting tribal lands and celebrating Indigenous cultures. Attachment 2 23 | Port Aransas: Message in a Bottle MADDEN | 4. PROVIDING SERVICES TO MEET GOALS & OBJECTIVES Client Spotlight Targeting Austin, Texas, and aiming to elevate Port Aransas through an adventurous advertising strategy, the “Message in a Bottle” campaign revolved around a treasure hunt activation, highlighting six key value propositions of the destination. The campaign sought to increase brand awareness and affinity among Austin residents and visitors, positioning Port Aransas as "Austin's Beach," and encouraging social media engagement and vacation bookings. The campaign began with digital out-of-home advertisements in high-traffic areas and hand-painted murals in iconic Austin neighborhoods, alongside paid social media ads on platforms like Hulu, TikTok, and Snapchat. During activation, a custom-designed truck served as the mobile beach setup, featuring interactive elements like giveaways and photo opportunities. Messages hidden in bottles were placed across six locations over six days, with themed giveaways each day. Results 40% .Increase in Austin-based. .engaged web sessions. 5000+ .In-person engagements. 28M+ .Media impressions. Attachment 2 24 | Each proposer shall provide a detailed matrix of estimated costs to provide the services, with the media buys being a part of the services provided. Our typical fee schedule is a base monthly fee plus direct media expenses (Net 30), though both our billing and scope are flexible. We will work with you to customize a final scope based on your budget, using this sample $250,000 annual plan as a starting point and incorporating optional add-ons to meet your specific goals. MADDEN | 5. Projected Costs and Proposed Services Proposed Budget PROJECTED COSTS AND PROPOSED SERVICES Initiative Notes Investment Project Management Account Management Dedicated leadership providing senior-level strategic direction, along with project management and reporting to keep everything aligned with your big-picture goals.$37,500 Creative Services Website Blog and Content Support Includes blog and content production that keeps storytelling fresh and on-brand.$10,800 Creative Campaign Development We will develop creative marketing campaigns aligned with the Olympic Peninsula Tourism Commission.$20,000 Marketing Direct Media Spend We pass all media spend directly to you with no markup or fees.$83,600 Media Plan Development and Execution Full media oversight—strategy, execution, optimizations, and reporting. $22,500 Voyage GPS Includes paid media and analytics reporting for occupancy and visitation. $20,000 PR Planning, Execution and Crisis Comm Audit Development of a strategic PR plan, including media outreach and story development, plus an audit of current crisis communication protocols to ensure preparedness and alignment. $25,000 Local Business Marketing Amplification A program designed to amplify the message of local businesses through strategic integration. Support includes actively incorporating partner businesses into the destination’s ongoing content, featuring them in paid media campaigns, and facilitating introductions to established influencer and media partners. $18,000 Website Hosting and Maintenance Ongoing website maintenance and hosting.$12,600 Total $250,000 Optional SEO Review and Optimizations Quarterly review of your site to ensure it is healthy and ranks well, and make necessary content and maintenance updates to improve SEO strength.$18,000 Attachment 2 Because in we believe every trailhead and tidepool has a story. PORT ANGELES, &We make sure someone hears it. Attachment 2 Business Name:Madden Media Link to Proposal Destination Marketing RFP Score Scoring Comments 20 40 5 higher cost 10 20 95 Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Total Attachment 2 Business Name:Madden Media Link to Proposal Destination Marketing RFP Score Scoring Comments 15 12 Did not address several goals, specifically off-peak visitation 8 5 15 55 Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Attachment 2 Business Name:Madden Media Link to Proposal Destination Marketing RFP Score Scoring Comments 20 30 3 $250,000 7 8 68 Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Attachment 2 Business Name:Madden Media Link to Proposal Destination Marketing RFP Score Scoring Comments 20 Team with experience. Many Destination marketing organizations listed as clients. 30 I appreciate head and beds mentioned as priority 1 on page 10. Some of the vision stuff indicates to me a disconnect with our local culture. I bristle at the thought of using a tribe and their culture to promote tourism to Port Angeles. 4 ~84K for media buying. They are in at 250K for the year. Then as an optional expense (above the 250K) at 18K would be SEO review. So that's not included in the ~23.5K of other website expenses? 10 Looks like they have good metrics, that we would pay for. GPS tracking for visitors. 5 They are located in Tucson AZ. There is a team. Looks like a lot fo work is done inhouse. I don't see mentions in propsed budget for hiring local. Don't mention OPVB (but do mention OPTC). 69 Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Attachment 2 Business Name:Madden Media Link to Proposal Destination Marketing RFP Score Scoring Comments 20 40 8 10 15 93 Proposer qualifications, experience, and demonstrated ability. (20 pts.) Scoring Criteria Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Attachment 2 Business Name:Wander Fuca Link to Proposal Destination Marketing RFP Score Scoring Comments 5 10 4 5 17 41Total Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Attachment 2 Business Name:Wander Fuca Link to Proposal Destination Marketing RFP Score Scoring Comments 18 Very good local experience and references 35 Good approaches, but didn't address key elements including shoulder and off season work. That said, it appears they could tackle this element. 8 8 18 Excellent local connections 87 Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Attachment 2 Business Name:Wander Fuca Link to Proposal Destination Marketing RFP Score Scoring Comments 10 35 7 $239,400 7 15 74 Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Attachment 2 Business Name:Wander Fuca Link to Proposal Destination Marketing RFP Score Scoring Comments 18 Talented local marketer. Uses local references in app. Demonstrated background in viral marketing. 38 Good high quality app. I really like all of the suggested new ideas. I like taking a new approach as well. 10 240K budget with 91.5K in media buys. ~45K of that is traditional ad spending. I really like the non traditional media spending. We will get way more bang for our buck investing in media exposure this way. 7 Reporting and custie satisfaction surveys are mentioned. 20 Wander Fuca is based in Port Angeles WA and the owner lives in town with family. Wander Fuca is already collaborating with local entities and professionals as well as hiring local service providers for marketing. They are plugged in. Their membership includes many local service providers. 93 Scoring Criteria Proposer qualifications, experience, and demonstrated ability. (20 pts.) Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Attachment 2 Business Name:Wander Fuca Link to Proposal Destination Marketing RFP Score Scoring Comments 10 30 7 5 20 72 Marketing strategy including quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in Section II of the RFP. (40 pts.) Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual advertising budget. (10 pts) Reporting of measurable outcomes that result from marketing and tourism promotion. (10 pts.) Demonstrates ability work with local (Clallam County) entities and professionals and use of local service providers for marketing effort. (20 pts.) Total Proposer qualifications, experience, and demonstrated ability. (20 pts.) Scoring Criteria Attachment 2 Clal. Co January February March April May June July August September October November December Full Year YTD 2025 $78,176.28 $80,109.20 $132,147.05 $29,901.94 $144,364.00 $166,996.94 $261,607.97 $893,303.38 $893,303.38 3.57%153.62% 2024 $60,741.79 $70,762.03 $112,927.33 $115,299.87 $140,885.40 $156,244.77 $205,662.20 $266,244.40 $280,495.48 $266,399.45 $217,226.17 $123,943.88 $2,016,832.77 $862,523.39 22.72%144.88% 2023 $58,949.27 $55,738.41 $99,500.62 $63,119.24 $110,307.80 $134,698.33 $180,516.76 $234,491.47 $265,256.38 $230,245.41 $203,092.91 $100,920.77 $1,736,837.37 $702,830.43 -2.82%99.54% 2022 $61,655.81 $61,942.93 $94,697.66 $102,318.23 $121,982.73 $126,841.89 $153,765.97 $198,802.60 $224,118.46 $212,620.30 $182,578.41 $110,337.43 $1,651,662.42 $723,205.22 13.87%105.33% 2021 $41,234.47 $52,664.55 $73,732.76 $71,384.48 $114,540.40 $130,026.22 $151,555.38 $193,691.88 $192,217.99 $198,433.27 $169,412.80 $95,934.87 $1,484,829.07 $635,138.26 214.02%80.32% 2020 $32,556.07 $37,693.92 $40,679.21 $39,731.36 $6,289.26 $2,198.56 $43,110.81 $102,444.89 $160,075.87 $132,469.30 $124,311.26 $66,996.65 $788,557.16 $202,259.19 -42.58%-42.58% 2019 $21,055.74 $43,046.43 $37,244.32 $28,807.02 $63,079.64 $65,055.68 $93,931.88 $135,017.28 $156,745.60 $152,906.83 $131,121.09 $63,596.63 $991,608.14 $352,220.71 16.59% 2018 $20,039.32 $58,345.54 $25,978.70 $29,671.08 $49,322.91 $45,182.11 $73,573.25 $113,039.12 $115,085.98 $169,643.01 $173,853.16 $44,337.19 $918,071.37 $302,112.91 P.A.January February March April May June July August September October November December Full Year YTD % Change % Change 2025 $31,937.07 $51,214.58 $53,293.52 $49,459.15 $68,890.81 $71,673.46 $128,493.61 $454,962.20 $454,962.20 -5.82%69.08% 2024 $32,226.49 $50,223.27 $39,212.16 $69,558.60 $83,193.91 $101,515.07 $107,133.96 $166,815.76 $248,211.21 $221,424.28 $158,483.33 $79,660.38 $1,357,658.42 $483,063.46 3.54%79.52% 2023 $39,646.93 $35,798.37 $46,591.47 $58,992.73 $73,588.70 $88,799.83 $123,124.35 $160,665.60 $231,241.01 $212,086.03 $179,946.56 $69,717.38 $1,320,198.96 $466,542.38 15.73%73.38% 2022 $37,706.01 $31,718.02 $41,282.90 $50,058.81 $67,040.22 $73,265.10 $102,061.88 $130,873.85 $202,015.13 $188,341.61 $136,124.80 $79,898.40 $1,140,386.73 $403,132.94 20.90%49.82% 2021 $29,706.66 $27,669.61 $34,779.78 $35,259.89 $55,570.09 $68,735.54 $81,724.74 $123,597.72 $194,139.64 $180,458.08 $78,632.65 $87,518.66 $997,793.06 $333,446.31 101.09%23.92% 2020 $34,334.66 $30,426.63 $28,744.11 $31,752.03 $14,023.82 $5,387.68 $21,148.05 $37,748.92 $85,301.46 $100,138.89 $71,138.54 $47,848.92 $507,993.71 $165,816.98 -38.38%-38.38% 2019 $29,107.95 $31,261.66 $26,222.34 $22,065.27 $39,640.08 $48,157.01 $72,624.87 $96,293.39 $142,359.68 $144,375.36 $94,453.64 $52,463.96 $799,025.21 $269,079.18 6.96% 2018 $18,643.30 $30,612.54 $22,886.34 $24,066.14 $36,654.61 $47,586.77 $71,125.43 $94,107.25 $144,298.29 $142,047.88 $93,364.80 $43,459.70 $768,853.05 $251,575.13 Sequim January February March April May June July August September October November December Full Year YTD % Change % Change 2025 $22,108.02 $15,914.14 $20,337.58 $16,520.14 $28,502.34 $34,043.80 $61,136.11 $198,562.13 $198,562.13 -12.61%36.08% 2024 $21,129.62 $16,028.74 $21,146.78 $34,211.74 $38,808.18 $44,846.28 $51,035.42 $94,164.75 $68,906.03 $129,816.91 $54,323.38 $29,985.26 $604,403.09 $227,206.76 9.01%55.72% 2023 $24,114.78 $19,449.48 $22,585.68 $24,531.48 $28,138.20 $40,697.46 $48,902.96 $86,134.08 $99,044.34 $82,704.66 $57,735.28 $25,668.78 $559,707.18 $208,420.04 3.25%42.84% 2022 $19,944.37 $18,715.99 $20,211.44 $27,275.46 $30,515.01 $29,776.90 $55,423.76 $69,937.34 $85,749.60 $70,343.96 $77,956.25 $27,614.08 $533,464.16 $201,862.93 -0.98%38.35% 2021 $16,542.54 $15,096.62 $20,862.28 $27,091.77 $28,950.88 $41,323.43 $53,995.58 $60,732.77 $50,049.48 $96,659.96 $45,675.45 $27,574.44 $484,555.20 $203,863.10 103.21%39.72% 2020 $14,435.53 $16,706.72 $17,118.28 $15,188.08 $4,791.47 $15,904.01 $16,176.22 $24,528.28 $58,171.52 $36,833.06 $38,134.39 $25,872.15 $283,859.71 $100,320.31 -31.25%-31.25% 2019 $15,982.29 $14,533.37 $13,513.48 $13,753.99 $24,683.51 $25,005.68 $38,439.35 $45,097.27 $68,994.24 $63,544.40 $42,190.78 $34,093.55 $399,831.91 $145,911.67 3.98% 2018 $14,979.30 $14,306.04 $14,275.72 $16,544.24 $19,538.77 $25,626.37 $35,058.87 $41,486.18 $66,161.67 $83,245.17 $20,197.47 $26,663.96 $378,083.76 $140,329.31 Forks January February March April May June July August September October November December Full Year YTD % Change % Change 2025 $23,754.65 $20,856.37 $37,605.40 $34,362.80 $51,761.45 $50,612.02 $82,133.36 $301,086.05 $301,086.05 8.99%236.61% 2024 $17,585.39 $20,830.21 $31,577.98 $34,854.63 $50,069.60 $51,945.54 $69,397.43 $74,238.12 $83,866.12 $100,345.73 $64,657.54 $54,634.72 $654,003.01 $276,260.78 30.79%208.85% 2023 $19,062.47 $14,673.91 $26,494.31 $27,981.59 $35,900.21 $35,609.87 $51,502.75 $66,612.64 $87,112.29 $69,883.08 $59,562.27 $34,059.84 $528,455.23 $211,225.11 24.43%136.14% 2022 $15,177.37 $11,634.90 $20,071.35 $24,744.51 $27,189.49 $30,800.76 $40,135.51 $54,601.76 $57,910.36 $60,177.42 $50,155.28 $35,089.42 $427,688.13 $169,753.89 19.62%89.78% 2021 $11,870.47 $9,868.20 $13,837.32 $13,862.82 $27,560.75 $29,628.50 $35,278.02 $49,920.41 $51,139.37 $57,454.61 $42,069.36 $25,839.09 $368,328.92 $141,906.08 168.82%58.65% 2020 $9,609.28 $7,984.88 $8,996.30 $8,947.36 $8,756.91 $648.59 $7,845.14 $17,587.44 $33,530.16 $42,082.24 $30,870.12 $21,251.12 $198,109.54 $52,788.46 -40.98%-40.98% 2019 $8,841.54 $6,178.36 $8,335.22 $11,118.42 $11,925.56 $16,154.91 $26,893.64 $33,349.29 $41,329.82 $42,993.27 $30,125.36 $16,484.04 $253,729.43 $89,447.65 17.75% 2018 $7,914.92 $7,290.66 $6,511.72 $9,384.98 $13,887.94 $11,590.67 $19,384.22 $26,460.48 $37,428.29 $31,991.26 $26,305.63 $13,359.95 $211,510.72 $75,965.11 Jeff. Co January February March April May June July August September October November December Full Year YTD % Change % Change 2025 $41,547.24 $43,126.45 $40,226.10 $32,871.82 $54,906.62 $64,268.11 $91,401.19 $368,347.53 $368,347.53 9.96%49.96% 2024 $38,324.51 $38,180.22 $33,816.10 $41,251.65 $52,202.74 $62,402.88 $68,790.07 $94,291.87 $103,725.45 $92,663.28 $81,777.38 $54,909.26 $762,335.41 $334,968.17 -31.73%36.37% 2023 $38,585.12 $52,737.59 $71,172.47 $142,896.71 $56,232.42 $60,370.02 $68,684.39 $91,609.47 $98,727.44 $93,073.23 $79,199.32 $49,318.21 $902,606.39 $490,678.72 26.77%99.76% 2022 $39,468.68 $43,484.52 $40,797.64 $55,439.56 $60,886.96 $64,213.58 $82,763.16 $99,377.25 $113,177.85 $46,239.34 $87,442.65 $59,924.17 $793,215.36 $387,054.10 1.83%57.58% 2021 $38,925.82 $45,229.94 $46,407.13 $43,406.48 $65,961.50 $69,432.85 $70,727.44 $85,104.28 $90,607.51 $67,898.24 $102,436.87 $53,062.58 $779,200.64 $380,091.16 143.02%54.74% 2020 $31,208.52 $33,263.68 $28,921.38 $28,566.17 $11,196.91 $533.76 $22,715.37 $41,591.37 $75,131.03 $78,437.33 $75,232.02 $54,415.58 $481,213.12 $156,405.79 -36.32%-36.32% 2019 $28,817.97 $40,024.49 $24,277.10 $21,724.70 $40,545.40 $42,349.77 $47,889.57 $69,624.83 $87,495.61 $59,893.26 $64,163.76 $41,780.75 $568,587.21 $245,629.00 7.00% 2018 $22,594.98 $45,060.38 $18,799.70 $23,064.24 $40,396.57 $35,892.03 $43,754.88 $64,217.70 $68,130.01 $64,462.13 $62,351.70 $45,163.84 $533,888.16 $229,562.78 Port T.January February March April May June July August September October November December Full Year YTD % Change % Change 2025 $34,131.52 $28,377.43 $26,993.82 $28,606.28 $32,877.70 $38,700.18 $46,832.50 $236,519.43 $236,519.43 -6.61%3.91% 2024 $33,325.46 $31,625.90 $24,463.86 $31,819.78 $34,404.50 $46,078.18 $51,531.62 $70,844.89 $96,773.54 $84,807.63 $73,230.48 $46,285.68 $625,191.52 $253,249.30 -7.97%11.26% 2023 $56,413.84 $31,062.76 $23,460.18 $30,351.98 $37,679.22 $44,754.59 $51,449.27 $67,147.87 $83,971.10 $92,652.96 $74,081.59 $47,710.72 $640,736.08 $275,171.84 16.20%20.89% 2022 $33,015.90 $34,042.91 $20,884.09 $29,606.77 $37,389.56 $31,409.19 $50,459.79 $49,784.62 $54,139.79 $128,765.18 $64,468.02 $68,201.07 $602,166.89 $236,808.21 17.89%4.04% 2021 $21,393.25 $20,252.85 $19,399.19 $21,639.46 $38,131.79 $35,371.78 $44,684.07 $64,751.90 $77,672.97 $81,453.56 $58,652.34 $41,675.55 $525,078.71 $200,872.39 51.72%-11.75% 2020 $32,168.38 $29,943.18 $25,007.02 $18,176.86 $12,145.41 $4,877.35 $10,074.67 $32,855.52 $40,203.86 $45,121.84 $56,031.27 $32,941.20 $339,546.56 $132,392.87 -41.84%-41.84% 2019 $31,064.06 $25,832.94 $26,895.65 $21,384.31 $34,548.20 $40,498.09 $47,394.37 $60,561.56 $82,013.38 $89,017.30 $61,722.25 $43,381.46 $564,313.57 $227,617.62 4.98% 2018 $28,204.18 $27,142.20 $21,658.80 $28,774.07 $31,927.59 $35,658.03 $43,446.89 $55,747.64 $75,133.29 $79,021.22 $65,074.84 $42,396.64 $534,185.39 $216,811.76 YTD-over-YTD % change from 2019 Data is acquired from the Dept. of Revenue (www.dor.wa.gov. There is a two month lag between tax collection and reporting. This reflects the reporting dates. Figures are the combined total of "Special Hotel/Motel" and "Transient Rental" taxes. Percent change is the amount changed from one year (month to date) vs. the prior year (month to date). Clallam, Jefferson, Grays Harbor, and Mason County figures refer to lodgings within the respective unincorporated counties, excluding the other municipalities listed. 2025 Factors: Easter break late April (vs. March 2024). Port Angeles: Some reduction of STVR inventory '25 vs. 24. Sequim: Two major hotels with temporarily reduced inventory . Jefferson County: 15% inventory reduction Kalaloch. Pt. Townsend: Loss of Ft. Worden inventory (Jan. 25 - 85 units). Other factors: Drop in Canadian travel. Cancellations of government business/travel freeze. % Change over prior YTD July 2025 Room Tax Report Datasource: Washington Dept of Revenue Compiled by OPVB Page 1 of 2 8/6/2025 GHC January February March April May June July August September October November December Full Year YTD % Change % Change 2025 $156,543.34 $148,546.62 $143,895.18 $103,171.03 $174,660.56 $240,606.48 $229,430.05 $1,196,853.26 $1,196,853.26 0.18%42.91% 2024 $148,193.89 $157,499.57 $123,929.58 $160,089.57 $174,397.33 $200,904.57 $229,646.01 $316,257.70 $504,326.14 $529,104.19 $279,289.20 $163,155.46 $2,986,793.21 $1,194,660.52 2.50%42.64% 2023 $139,826.67 $132,216.53 $139,986.97 $137,406.53 $169,158.39 $225,295.09 $221,593.04 $322,990.57 $485,569.86 $475,226.71 $294,176.40 $177,392.53 $2,920,839.29 $1,165,483.22 -17.08%39.16% 2022 $200,051.49 $165,251.74 $173,344.13 $198,550.60 $194,435.68 $251,676.25 $222,216.35 $309,597.61 $449,459.48 $470,056.72 $284,227.52 $204,428.00 $3,123,295.57 $1,405,526.24 1.52%67.82% 2021 $163,455.33 $151,458.09 $165,857.08 $158,110.02 $227,172.49 $259,836.06 $258,628.56 $345,427.97 $437,552.54 $459,824.68 $329,354.11 $203,581.18 $3,160,258.11 $1,384,517.63 118.45%65.31% 2020 $107,691.21 $111,676.01 $98,994.00 $100,371.96 $40,635.18 $21,656.17 $152,778.09 $206,945.35 $334,312.32 $322,585.87 $291,095.32 $192,631.07 $1,981,372.55 $633,802.62 -24.32%-24.32% 2019 $102,909.29 $114,433.41 $96,832.56 $87,023.39 $126,354.51 $156,435.02 $153,527.59 $220,231.99 $321,894.62 $352,375.57 $203,314.40 $113,788.10 $2,049,120.45 $837,515.77 13.92% 2018 $82,274.94 $110,148.38 $86,566.46 $79,859.81 $109,534.12 $137,838.11 $128,984.49 $197,123.24 $276,957.80 $310,206.72 $202,243.41 $82,665.22 $1,804,402.70 $735,206.31 M. Co January February March April May June July August September October November December Full Year YTD % Change % Change 2025 $60,609.92 $64,307.36 $67,032.86 $0.00 $87,309.48 $92,129.87 $143,437.62 $514,827.11 $514,827.11 -7.69%107.02% 2024 $57,850.29 $69,407.08 $66,164.28 $75,192.48 $94,343.10 $92,374.38 $102,389.48 $125,357.37 $154,029.19 $145,372.45 $96,664.58 $64,570.15 $1,143,714.83 $557,721.09 14.77%124.27% 2023 $49,680.94 $52,715.40 $66,073.45 $53,542.98 $79,767.71 $83,681.92 $100,482.93 $125,383.85 $154,040.34 $143,465.68 $96,301.09 $61,082.79 $1,066,219.08 $485,945.33 3.84%95.41% 2022 $52,626.05 $52,740.94 $54,848.06 $66,961.90 $82,481.51 $81,911.30 $76,419.32 $103,214.15 $140,312.32 $133,572.06 $98,607.16 $75,248.06 $1,018,942.83 $467,989.08 12.91%88.19% 2021 $34,594.19 $42,724.13 $41,657.39 $50,623.94 $75,985.97 $83,727.89 $85,175.91 $98,683.49 $105,649.79 $111,013.69 $80,629.03 $59,267.21 $869,732.63 $414,489.42 138.59%66.67% 2020 $31,314.22 $32,150.44 $30,791.06 $31,993.26 $12,187.26 $4,516.34 $30,770.14 $61,326.82 $82,275.33 $88,480.56 $65,498.51 $48,699.22 $520,003.16 $173,722.72 -30.14%-30.14% 2019 $30,095.47 $46,595.52 $24,616.02 $24,443.49 $36,924.43 $38,702.51 $47,304.43 $61,277.03 $82,197.42 $83,452.47 $50,981.86 $35,411.70 $562,002.35 $248,681.87 24.17% 2018 $19,030.90 $50,294.72 $16,998.28 $18,402.06 $29,843.96 $29,951.42 $35,749.74 $50,591.09 $61,325.21 $64,961.27 $68,876.48 $29,646.15 $475,671.28 $200,271.08 Shelton January February March April May June July August September October November December Full Year YTD % Change % Change 2025 $3,797.54 $3,572.40 $4,132.78 $3,655.84 $5,268.32 $5,517.70 $6,475.74 $32,420.32 $32,420.32 2.10%27.34% 2024 $5,534.66 $3,774.92 $4,678.94 $2,821.00 $4,875.88 $4,839.72 $5,226.96 $6,263.26 $7,546.18 $6,549.34 $5,724.22 $4,758.28 $62,593.36 $31,752.08 4.82%24.71% 2023 $4,768.02 $4,311.46 $3,152.28 $3,675.67 $4,255.14 $4,153.86 $5,975.88 $7,200.20 $8,485.20 $6,932.92 $6,327.32 $6,318.16 $65,556.11 $30,292.31 -3.34%18.98% 2022 $5,301.72 $3,981.96 $4,086.44 $3,077.98 $4,329.87 $5,342.04 $5,220.18 $6,411.76 $7,699.56 $7,041.18 $5,814.64 $6,805.74 $65,113.07 $31,340.19 12.73%23.09% 2021 $3,507.72 $2,979.00 $3,617.06 $3,167.68 $4,748.30 $4,787.16 $4,995.16 $6,067.50 $6,847.04 $6,465.02 $5,485.90 $3,782.20 $56,449.74 $27,802.08 56.42%9.20% 2020 $3,579.84 $2,937.72 $2,817.24 NA $1,877.78 $3,115.18 $3,446.58 $4,007.32 $4,361.12 $5,695.20 $4,310.88 $4,195.34 $40,344.20 $17,774.34 -30.19%-30.19% 2019 $3,549.69 $3,176.13 $3,680.30 $3,468.74 $2,158.72 $5,113.21 $4,313.81 $4,940.31 $5,584.00 $5,682.24 $5,100.66 $4,091.58 $50,859.39 $25,460.60 23.12% 2018 $2,446.48 $2,526.80 $2,095.86 $2,430.56 $3,971.49 $3,401.39 $3,807.18 $4,156.45 $5,025.72 $6,109.92 $4,660.20 $3,866.84 $44,498.89 $20,679.76 Data is acquired from the Dept. of Revenue (www.dor.wa.gov. There is a two month lag between tax collection and reporting. This reflects the reporting dates. Figures are the combined total of "Special Hotel/Motel" and "Transient Rental" taxes. Percent change is the amount changed from one year (month to date) vs. the prior year (month to date). Clallam, Jefferson, Grays Harbor, and Mason County figures refer to lodgings within the respective unincorporated counties, excluding the other municipalities listed. 2025 Factors: Easter break late April (vs. March 2024). Port Angeles: Some reduction of STVR inventory '25 vs. 24. Sequim: Two major hotels with temporarily reduced inventory . Jefferson County: 15% inventory reduction Kalaloch. Pt. Townsend: Loss of Ft. Worden inventory (Jan. 25 - 85 units). Other factors: Drop in Canadian travel. Cancellations of government business/travel freeze. Datasource: Washington Dept of Revenue Compiled by OPVB Page 2 of 2 8/6/2025 updated: 7-10-25 sc 2024 2024 %2025 2025 %2024 2024 %2025 2025 % YTD Change YTD Change YTD Change YTD Change Jan 100,710 100,710 10.29%97,228 97,228 -3.46%Jan 254 254 11.37%312 312 22.83% Feb 117,866 218,576 7.72%123,903 221,131 1.17%Feb 930 1,184 261.87%1,136 1,448 22.30% Mar 166,801 385,377 14.40%133,988 355,119 -7.85%Mar 2,147 3,331 76.73%3,183 4,631 39.03% Apr 216,512 601,889 12.37%170,420 525,539 -12.69%Apr 3,268 6,599 65.78%3,094 7,725 17.06% May 320,846 922,735 30.66%-100.00%May 4,915 11,514 62.02%4,831 12,556 9.05% Jun 377,950 1,300,685 35.49%-100.00%Jun 8,016 19,530 39.49%7,504 20,060 2.71% Jul 569,479 1,870,164 21.07%-100.00%Jul 10,178 29,708 22.93%10,825 30,885 3.96% Aug 615,644 2,485,808 24.04%-100.00%Aug 10,311 40,019 14.99%-100.00% Sep 537,342 3,023,150 24.34%-100.00%Sep 8,235 48,254 13.25%0 -100.00% Oct 339,243 3,362,393 30.32%-100.00%Oct 3,734 51,988 12.98%0 -100.00% Nov 235,137 3,597,530 33.95%-100.00%Nov 1,007 52,995 8.65%0 -100.00% Dec 119,737 3,717,267 34.16%-100.00%Dec 1,677 54,672 9.34%0 -100.00% Preliminary counts. Sbject to updates by the National Park Service. 2024 2024 %2025 2025 %2024 2024 %2025 2025 % YTD Change YTD Change YTD Change YTD Change Jan 47 47 #DIV/0!43 43 -8.51%Jan 487 487 14.66%323 323 -33.68% Feb 56 103 #DIV/0!45 88 -14.56%Feb 448 935 261.87%302 625 -33.16% Mar 19 122 575.74%88 176 44.26%Mar 491 1,426 76.73%289 914 -35.90% Apr 92 214 202.31%90 266 24.30%Apr 719 2,145 65.78%748 1,662 -22.52% May 104 318 107.88%97 363 14.15%May 0 2,145 62.02%765 2,427 13.15% Jun 112 430 71.61%206 569 32.33%Jun 0 2,145 39.49%671 3,098 44.43% Jul 303 733 59.43%293 862 17.60%Jul 1,198 3,343 22.93%1,295 4,393 31.41% Aug 259 992 46.66%0 -100.00%Aug 1,532 4,875 14.99%-100.00% Sep 178 1,170 32.74%0 -100.00%Sep 904 5,779 13.25%-100.00% Oct 103 1,273 30.13%0 -100.00%Oct 578 6,357 12.98%-100.00% Nov 62 1,335 29.01%0 -100.00%Nov 286 6,643 8.65%-100.00% Dec 43 1,378 29.01%0 -100.00%Dec 205 6,848 9.81%-100.00% 2024 2024 %2025 2025 %2024 2024 %2025 2025 % YTD Change YTD Change YTD Change YTD Change Jan 1,393 1,393 24.50%2,587 2,587 85.71%Jan 166 166 33.68%228 228 37.35% Feb 2,238 3,631 9.53%2,103 4,690 29.17%Feb 293 459 39.01%174 402 -12.42% Mar 4,096 7,727 6.50%5,131 9,821 27.10%Mar 471 930 15.33%463 865 -6.99% Apr 4,746 12,473 8.37%5,130 14,951 19.87%Apr 527 1,457 10.72%518 1,383 -5.08% May 6,390 18,863 16.29%7,979 22,930 21.56%May 616 2,073 13.68%604 1,987 -4.15% Jun 10,153 29,016 20.38%12,540 35,470 22.24%Jun 902 2,975 15.16%801 2,788 -6.29% Jul 14,126 43,142 19.72%15,786 51,256 18.81%Jul 2,140 5,115 13.32%1,638 4,426 -13.47% Aug 12,433 55,575 18.36%0 -100.00%Aug 1,130 6,245 13.05%0 -100.00% Sep 9,764 65,339 15.77%0 -100.00%Sep 625 6,870 8.16%0 -100.00% Oct 6,058 71,397 15.99%0 -100.00%Oct 425 7,295 7.69%0 -100.00% Nov 3,956 75,353 15.83%0 -100.00%Nov 162 7,457 7.70%0 -100.00% Dec 2,666 78,019 16.48%0 -100.00%Dec 250 7,707 12.15%0 -100.00% 2024 2024 %2025 2025 %2024 2024 %2025 2025 % YTD Change YTD Change YTD Change YTD Change Jan 367 367 #DIV/0!265 265 -27.79%Jan 1,674 1,674 2.78%2,193 2,193 31.00% Feb 568 935 #DIV/0!341 606 -35.19%Feb 2,450 4,124 #DIV/0!2,287 4,480 8.63% Mar 301 1,236 575.74%786 1,392 12.62%Mar 2,483 6,607 #DIV/0!3,255 7,735 17.07% Apr 614 1,850 202.31%1,474 2,866 54.92%Apr 2,353 8,960 #DIV/0!4,139 11,874 32.52% May 0 1,850 107.88%1,732 4,598 148.54%May 2,792 11,752 #DIV/0!4,278 16,152 37.44% Jun 868 2,718 71.61%2,776 7,374 171.30%Jun 3,440 15,192 #DIV/0!4,720 20,872 37.39% Jul 3,891 6,609 59.43%-100.00%Jul 5,165 20,357 1180.10%4,579 25,451 -100.00% Aug 0 6,609 46.66%-100.00%Aug 3,539 23,896 602.79%-100.00% Sep 0 6,609 32.74%-100.00%Sep 1,413 25,309 436.48%-100.00% Oct 1,427 8,036 30.13%-100.00%Oct 4,012 29,321 229.61%-100.00% Nov 582 8,618 29.01%-100.00%Nov 3,427 32,748 123.71%-100.00% Dec 8,618 29.01%-100.00%Dec 32,748 -100.00%-100.00% 2025 VISITOR COUNT REPORT* OLYMPIC NATIONAL PARK* (RECREATION VISITS) CLALLAM BAY VIC FORKS VISITOR INFORMATION CENTER MAKAH CULTURAL & RESEARCH CENTER MUSEUM The Makah Museum is open year round. DUNGENESS RIVER NATURE CENTER SEQUIM VISITOR INFORMATION CENTER OLYMPIC PENINSULA GATEWAY VISITOR CENTER PORT ANGELES VISITOR INFORMATION CENTER 2024 2024 %2025 2025 %2024 2024 %2025 2025 % YTD Change YTD Change YTD Change YTD Change Jan 162 162 750.00%377 377 132.72%Jan 15,835 15,835 58.99%25,129 25,129 58.69% Feb 142 304 486.21%0 377 24.01%Feb 0 15,835 35.28%16,985 42,114 165.96% Mar 432 736 421.98%403 780 5.98%Mar 0 15,835 27.51%23,040 65,154 311.46% Apr 626 1,362 292.51%626 1,406 3.23%Apr 0 15,835 28.61%26,816 91,970 480.80% May 0 1,362 256.66%383 1,789 31.35%May 0 15,835 35.13%0 91,970 480.80% Jun 2,145 3,507 201.43%346 2,135 -39.12%Jun 0 15,835 41.05%0 91,970 480.80% Jul 198 3,705 149.59%0 -100.00%Jul 0 15,835 79.93%4,579 96,549 509.72% Aug 493 4,198 156.37%0 -100.00%Aug 0 15,835 115.27%-100.00% Sep 748 4,946 165.61%0 -100.00%Sep 0 15,835 145.21%-100.00% Oct 536 5,482 150.67%0 -100.00%Oct 0 15,835 169.90%-100.00% Nov 512 5,994 125.44%0 -100.00%Nov 0 15,835 160.12%-100.00% Dec 437 6,431 125.44%0 -100.00%Dec 0 131.36%#DIV/0! 2024 2024 %2025 2025 % YTD Change YTD Change Jan 0 #DIV/0!208 208 #DIV/0! Feb 0 #DIV/0!128 336 #DIV/0! Mar 0 575.74%218 554 #DIV/0! Apr 0 202.31%459 1,013 #DIV/0! May 0 107.88%734 1,747 #DIV/0! Jun 0 71.61%1,368 3,115 #DIV/0! Jul 1,312 1,312 59.43%0 -100.00% Aug 1,456 2,768 46.66%0 -100.00% Sep 848 3,616 32.74%0 -100.00% Oct 276 3,892 30.13%0 -100.00% Nov 138 4,030 29.01%0 -100.00% Dec 73 4,103 29.01%0 -100.00% BRINNON VISITOR CENTER NEAH BAY VIC The Makah Museum is open all year round but the VIC is closed in the shoulder season. *Bridge counter broken. Numbers unavailable until further notice. RAILROAD BRIDGE - OLYMPIC DISCOVERY TRAIL Candidates Chair Carr Committee Member Grello Committee Member Loewe Committee Member Mattern Committee Member Olsen Committee Member Sullivan Lulish Design 2 3 2 2 4 3 Jay Ray 3 2 1 3 2 1 Madden Media 4 4 4 4 3 2 Wander Fuca 1 1 3 1 1 4 HELLO Port Angeles Tourism RFP Presentation September 11, 2025 OUR QUALIFICATIONS WE’VE SUCCESSFULLY MARKETED PORT ANGELES FOR NEARLY 10 YEARS: WE KNOW (AND LOVE) PORT ANGELES! 25+ YEARS OF TOURISM MARKETING EXPERIENCE, CREATING DMOS FROM THE GROUND UP & BUILDING TOURISM INFRASTRUCTURE VALUE, EFFICIENCY, LOYAL & EXTREMELY RESPONSIVE CLOSE-KNIT COMMUNITY CONNECTIONS LOCAL BUSINESS STRATEGIES HOW WE ARE CREATIVELY ASSISTING LOCAL TOURISM BUSINESSES CREATED (& CONTINUING) MARKETING GRANT PROGRAM FREE MENTORING & CONSULTING + LOCAL BIZ MARKETING ONE-SHEET/ONLINE CHECKLIST EVENT PROMOTION: CREATIVE ASSETS FOR 10 EVENTS. PROVIDE READY-TO-USE VIDEO & PHOTO ASSETS ITINERARY PROMOTION: FEATURING LODGING, DINING & ACTIVITIES. PROVIDE READY-TO-USE VIDEO & PHOTO ASSETS FOODIE PROMOTION: ELEVATED & STYLED RESTAURANT PHOTO & VIDEO SHOOT. PROVIDE READY-TO-USE VIDEO & PHOTO ASSETS INNOVATIVE IDEAS ALL PROMOTED WITH PAID TIKTOK, YOUTUBE, META, REDDIT, GOOGLE, STREAMING RADIO & PODCAST ADS ITINERARY CONTENT CAMPAIGN FEATURING LODGING, DINING & ACTIVITIES “A LOCAL’S GUIDE TO…” EVENT PROMOTION CAMPAIGN FAMILY TRAVEL EXPERIENCES (FEATURING LOCAL RESIDENT REBECCA LARSEN’S ADVENTUROUS FAMILY OUTINGS) CONTINUE & EVOLVE THE “SPOILER ALERTS” PODCAST & STREAMING RADIO CAMPAIGN SOCIAL MEDIA PRESENCE CONTINUE GROWING OUR REACH & ENGAGEMENTS GROW TIKTOK CHANNEL & ENGAGEMENTS “MONTHLY MASH-UPS” FEATURED ORGANIC AND PAID POSTS INCORPORATING NEW PROJECT PROMOTIONS (EVENTS, ITINERARIES, FAMILY TRAVEL EXPERIENCES & FOODIE RESTAURANT CAMPAIGNS) INTO REGULAR ORGANIC SOCIAL POSTING SCHEDULE CONTINUE WITH A MIX OF POST TYPES 5X PER WEEK: LOCAL BUSINESS SHARES, THIRD PARTY POSTS. WE PROMOTE EVENTS, ATTRACTIONS & SCENIC BEAUTY DIPPING OUR TOES INTO NEW CHANNELS: BLUE SKY & SUBSTACK ★ LODGING TAX (& SALES TAX) ★WEBSITE TRAFFIC & GOOGLE SEARCH IMPRESSIONS ★SOCIAL MEDIA IMPRESSIONS, ENGAGEMENTS & CLICKS ★PAID CAMPAIGN CONVERSION TRACKING ★LEAD GENERATION (CONTEST ENTRIES, VISITOR GUIDE REQUESTS, EMAIL SUBSCRIBES, VISITOR CENTER TRAFFIC) ★TRACKING REFERRAL WEBSITE TRAFFIC FROM VISITPORTANGELES.COM TO LOCAL BUSINESS WEBSITES HOW WE MEASURE SUCCESS MONTHLY CITY STAFF MEETINGS MONTHLY OPTC MEETINGS: REPORT OUT FOR PORT ANGELES QUARTERLY REPORTS PRESENTED TO CITY STAFF & PROVIDED TO THE LTAC COMMITTEE REPORTS POSTED TO A NEW INDUSTRY SECTION ON THE WEBSITE ANNUAL REPORT IN-PERSON PRESENTATION TO LTAC COMMITTEE COMMUNICATING METRICS & OUR SUCCESS WE HOPE TO BE PART OF YOUR DESTINATION MARKETING TEAM IN 2026 AND BEYOND THANKS | 1 Presented toVISITPORTANGELES September 11, 2025 AOR FINALIST PRESENTATION YOUR MADDEN LEADS TONY MCDANIEL GLENN PEÑA CARLOS J. ZAPATA MADDEN | VISIT PORT ANGELES ACCOUNT SUPPORTACCOUNT LEADERSHIP Jessica Hill VP, Destination Strategy Tony McDaniel Director, Destination Strategy Carlos J. Zapata Creative Director Glenn Peña Senior Media Director Dan Janes CEO SENIOR LEADERSHIP Kate Burson Senior Designer YOUR ACCOUNT TEAM Dillon Crow Senior Designer Marissa Selby Content DirectorHeather Molina VP, Insights & Media Partnerships Arianna Beller Account Strategist Rene Riel Data Strategist Riley Benzing Media Specialist Brianna Francis Public Relations Director Emily Herman Associate Director, PR Curtis Thompson SVP, Technology Britney Ryan MarTech Strategist Dylan Scacchetti MarTech Director, SEO WASHINGTONLOCAL Kaylie Trotman PR Account Executive PHYSICALLY REMOTEENGAGED LIKE LOCALS Our agency’s mailing address is in Tucson, but our team is fully remote with roots in the PNW and Seattle. We’ll be in Port Angeles regularly! MADDEN | VISIT PORT ANGELES WHAT YOU ASKED US Share the qualifications that make you the best fit to manage and represent the Visit Port Angeles brand. What strategies can you share that creatively assist local business marketing? What innovative ideas do you have for Port Angeles tourism? What will Visit Port Angeles’ social media presence look like under your direction? How do you define metrics for success and how will you demonstrate success to staff, the LTAC, and the community at large? Let’s review Ǽ ǽ Ǿ ǿ Ȁ MADDEN | VISIT PORT ANGELES What strategies can you share that creatively assist local business marketing? 7 | DATA IS THE STARTING LINE Zip Code Neighborhood Avg HHI 98118 Rainier Valley; Columbia City; Seward Park; Rainier Beach $148,842 98144 Central District; Mount Baker; Judkins Park; Leschi $153,441 98117 Ballard; Crown Hill; Loyal Heights; Sunset Hill $229,779 98115 Wedgwood; Ravenna; Sand Point; Laurelhurst; View Ridge $196,414 98133 Bitter Lake; Broadview; Haller Lake; North Greenwood $124,438 98103 Fremont; Wallingford; Phinney Ridge; South Green Lake $179,625 98108 Georgetown; South Park; South Beacon Hill $135,555 98106 Delridge; Highland Park; South Delridge $138,448 98122 Capitol Hill (East); Central District (North); Madison Valley $157,427 98125 Lake City; Victory Heights; Cedar Park $137,738 interests Scuba Diving Tennis Motorcycling Photography Arts & Antiques Fishing Camping Collectibles Exercise/Running Snow Skiing NASCAR Top Visitation Across Washington Visitor Age Marital Status Top Ǽǻ Seattle Zip Codes MADDEN | VISIT PORT ANGELES 8 | Interests Top Visitation Across Washington Visitor Age Marital Status Top Ǽǻ Seattle Zip Codes Where should I prioritize? How do we relate? What life stage are they in? How old are they? Where are travelers coming from? WE MAKE DATA DIGESTIBLE MADDEN | VISIT PORT ANGELES PRODUCT STRENGTHEN SHARED MARKETING PROGRAMS PLACE POSITION LOCAL BUSINESSES AT THE HEART OF EXPERIENCES PEOPLE ELEVATE LOCAL VOICES IN UNEXPECTED WAYS CREATIVE PAID MEDIA CO-OP SEO SITE CONTENT MADDEN | VISIT PORT ANGELES AWE IN THE UNEXPECTED CORE EMOTION: CREATIVE MADDEN | VISIT PORT ANGELES 11 | FIND WHAT YOU WEREN’T LOOKING FOR Awe arrives in the unexpected — light off the bay, a turn in the trail, a lookout you didn’t intend to find. Start here and the map keeps unfolding. Scenic drives, foggy harbors, a winter beach all to yourself. In shoulder season, it’s simpler. Open trails, easier pace, clearer views. Visitors come for what they know. They return for what they didn’t expect. And they find what they weren’t looking for. OUR NORTH STAR: MADDEN | VISIT PORT ANGELES 12 | Surprising stories Locals who add unexpected twists — a chef who forages in the forest, a brewer inspired by whale-watching Social in action Short videos and reels that let travelers experience those surprises through authentic voices Business integration Co-op programs and digital passports highlight these hidden connections, making discovery part of the journey APPLYING THE IDEA How it translates into innovative campaigns + social. MADDEN | VISIT PORT ANGELES 13 | CO BRANDED EFFORTS AND MEASURABLE IMPACT YEAR ROUND Host a co-op program that invites hotels, tour operators andlocal partners to plug into. Extend brand reach through alignedpartner programs and lower advertising costs via sharedinvestment of advertising such as paid social media, targeteddisplay, video, CTV, etc.◆ Port Angeles to manage anchor funding, creative coordination,landing page, hosting and analytics◆ Participating partner pays into the co-op at a tiered level Calling all local businesses! Transform the current co-op to ensure that every dollar invested by local businesses not only drives direct ROI but also strengthens the destination brand, increases visitation, and fosters long-term sustainability. -core program management -budgeting anchor funding within our plan -creative coordination -landing page development and hosting -Analytics All season digital passport Fueled by local businesses Drive peak and off-peak visitation Incentivize deeper and repeat visitation Curate ownable experiences Promote the pass Drive visitation during peak and off-peak seasons. Incentivize deeper exploration with curated, seasonal experiences. -◆ “Adventure Passport”: Hiking and water adventures (Hurricane Ridge, Sol Duc Falls, Lake Crescent) -◆ “Peninsula Foodie Trail”: Promote visits to local seafood restaurants, coffee shops, and wineries (Harbinger Winery) PAID MEDIA CO-OP All season digital passport ➔Fueled by local businesses ➔Drive peak and off-peak visits ➔Incentivize repeat and overnight visits ➔Curate ownable experiences ➔Promotion to drive engagement Make the co-op work harder ➔Match contributions ➔Leverage media partnerships ➔Campaign management ➔Integrate Port Angeles branding ➔Landing page development ➔Consolidated measurement MADDEN | VISIT PORT ANGELES SEO/GEO OPTIMIZEDPAGES CUSTOMBUSINESSLISTINGS CONTENT TELLS THE UNEXPECTED STORY SEASONAL LANDING PAGES SHOWCASELOCALCULTURE EXTENDING EARNED & OWNED CHANNELS SEO SITE CONTENT What Innovative Ideas Do You Have for Port Angeles Tourism? Travelers Seeking Value International PerceptionsStretching Dollars THE CHALLENGE OF ǽǻǽȀ… Travelers Seeking Value International PerceptionsStretching Dollars THE CHALLENGE OF ǽǻǽȀ… THE GOOD NEWS… 18 | EXPERIENCES ARE WORTH SPENDING 18 | MADDEN | VISIT PORT ANGELES FINDING THE FEELS Foggy Morning Peace Quiet Trails Mural Driven Scavenger Hunt Travel by Ferry Through Finding the Feels, we’ll showcase the experiences worth spending in Port Angeles MADDEN Travelers seek experiences that feel undiscovered, seek stories to share that are unique and like their own. Experiences like crunching their own trails on Hurricane Ridge, skiing in a national park or ice skating in Port Angeles. This is how we’ll drive off-season visitation. FINDING THE FEELS COMES TO LIFE IN WINTER… PORT ANGELESFINE ARTSCENTER CLALLAMCOUNTY POET LAUREATE LOCALPHOTOGRAPHERS CONTENT CREATORS LOCAL AUTHORS Clallam County Creative Roster EXPLAINER VIDEO CASE STUDY DOOR COUNTY | ART IN THE DOOR ➔Launched a call for artists via animated explainer video, email, and paid social ➔Built landing page with submission details + jury process ➔99 fine art entries → 8 finalists selected by expert jury ➔Public voting drove 5,288 votes in 2.5 weeks ➔4 winners received $2K, campaign feature, video spotlight, and a DDC gift pack ➔Over 5,000 new leads added to DDC’s email list What will Visit Port Angeles’ social media presence look like under your direction? CREATIVE CONSISTENCY DRIVES RESONANCE Augment your current social channels, fine tune what users want and how they engage. Create a distinct brand presence that is unique to Port Angeles. MADDEN | VISIT PORT ANGELES 25 | RECHARGE SOCIAL WITH PEOPLE FORWARD POSTS MADDEN | VISIT PORT ANGELES 26 | RECHARGE SOCIAL WITH PEOPLE FORWARD POSTS Prioritize UGC content engagement Allow travelers and locals to see themselves as part of the Port Angeles experience Feature more people doing more things Feature groups of people and families experiencing events and activities Pull local into the conversation Engage local businesses and the creative community, tag accounts to drive conversation MADDEN | VISIT PORT ANGELES How do you define metrics for success and how will you demonstrate it? Draft Key Business Objectives 1 2 3 4 Increase Overnight Stays During Shoulder and Winter Seasons Grow Web Sessions Year-Over-Year Community Co-Creation & Partnership Program Achieve Ǿ:Ǽ Return on Ad Spend (ROAS) for Paid Media Measuring Success Increase Overnight Stays During Shoulder and Winter Seasons Grow Web Sessions Year-Over-Year Community Co-Creation & Partnership Program Achieve 3:1 Return on Ad Spend (ROAS) for Paid Media Measure lift in visitation Y/Y Analyze site data and measure lift in sessions Y/Y Centralize CCCR on website and measure success and signups Calculate ROAS on lodging tax data and ad spend 30 | MADDEN | VISIT PORT ANGELES VOYAGE SERVICES DATA UNDER ONE ROOF Audience Intelligence: Audience personas that uncover traveler motivations beyond demographics. Content Intelligence: Tracks content, SEO and GEO (Generative Engine Optimization) performance to site engagement. Destination Intelligence: Uses tourism-specific insights and to link visitation, lodging, and economic trends to real-time ROI. Marketing Intelligence: Unifies ad data into one dashboard with key metrics like impressions, clicks, CTR, and views. 31 | MADDEN | VISIT PORT ANGELES VOYAGE SERVICES ATTRIBUTION EXTENSION Madden’s Voyage Signal Connects the dots from visitportangeles.com to visiting Port Angeles. Drawing a throughline from engaging with content, to visiting the site to economic impact. We don’t buy media. We build moments. Marketing is our medium. Change is the mission. People will always remember how you made them feel. Travel grows empathy-and makes communities stronger. Our goal is to move people – physically, emotionally, and socially. Be kind. Be clear. Be great. A great idea can come from anywhere – and anyone. Creativity is our strategy. Storytelling is our edge. We challenge norms not for the chaos, but for the community. We build brands with purpose–brands that serve people. Start with empathy. Build with insight. Finish with heart. Curiosity is our creative fuel. Great work doesn’t happen in silos. Be scrappy, never messy. Joy fuels creativity. So do donuts. 40 years of leadership in the tourism industry. Cutting edge creative and video capabilities other agencies don’t have. The best value for your media dollar through our national buying power. National agency firepower with local knowledge and love for the destination. In-house data and visitation insights at your fingertips. & 34 | Initiative Notes Investment Project Management Account Management Dedicated leadership providing senior-level strategic direction, along with project management and reporting to keep everything aligned with your big-picture goals.$37,500 Creative Services Website Blog and Content Support Includes blog and content production that keeps storytelling fresh and on-brand.$10,800 Creative Campaign Development We will develop creative marketing campaigns aligned with the Olympic Peninsula Tourism Commission.$20,000 Marketing Direct Media Spend We pass all media spend directly to you with no markup or fees.$83,600 Media Plan Development and Execution Full media oversight—strategy, execution, optimizations, and reporting. $22,500 Voyage GPS Includes paid media and analytics reporting for occupancy and visitation. $20,000 PR Planning, Execution and Crisis Comm Audit Development of a strategic PR plan, including media outreach and story development, plus an audit of current crisis communication protocols to ensure preparedness and alignment.$25,000 Local Business Marketing Amplification A program designed to amplify the message of local businesses through strategic integration. Support includes actively incorporating partner businesses into the destination’s ongoing content, featuring them in paid media campaigns, and facilitating introductions to established influencer and media partners. $18,000 Website Hosting and Maintenance Ongoing website maintenance and hosting.$12,600 Total $250,000 Optional SEO Review and Optimizations Quarterly review of your site to ensure it is healthy and ranks well, and make necessary content and maintenance updates to improve SEO strength.$18,000 MADDEN | VISIT PORT ANGELES Proposed Budget Each proposer shall provide a detailed matrix of estimated costs to provide the services, with the media buys being a part of the services provided. Our typical fee schedule is a base monthly fee plus direct media expenses (Net 30), though both our billing and scope are flexible. We will work with you to customize a final scope based on your budget, using this sample $250,000 annual plan as a starting point and incorporating optional add-ons to meet your specific goals. v fAson nu, M 1 y Wander in Creativity. Thrive in Collaboration 1 1 = 'ate Wf IN THE OF PORT ANGELES TOP J mnder M.0 fuca FYW 0 ,Notts ' spatn c.auNtty, r..; .. ton»otbm, and a. ya. work-kts Carnx.. WMtn.r your* o trsslonpr, rW ots wwtw, a wlnWerw". pl/ CQW0f" spx. oH✓s n.>e.ty, tommurmy. and tnaotr~ Wf COLLABORATION IN VANCOUVER CITY OF Vancouver Jw WASHINGTON VDClVancouver's " Downtown Association CREDC ECONOMIC DEVELOPMEN" A"k Port of Vancouver USA lWASHINGTON STATE UNIVERSITY VANCOUVER 10 I •' I all 1 lei _ r Communication Floshlove People tW W the Kiggins as. A comminity Everything. But my favorite was Radio flyer wag( Hazar! What an extraordinary Fver rr.;�q womon! Human kindness and hope alive Human Connectim r - innovation. and 20 WESTERN DREAM TOWNS � I _ BESTA 'Woo" PLACES INDOOR '. • • • PLANTS •= DECADENT CHOCOLATE "` DESSERTS *� �s t• if�RUAR1' 2017 s DOWNTOWN NEVADA CITY, CA Wf SUCCESSFULL COLLABORATION ECOSYSTEM i i _ _ _ ,a sor r r r Wf WHAT IS THE POTENTIAL FOR PORT ANGELES? Wf COLLABORATION ECOSYSTEM IN PORT ANGELE" , , , , , , , , _ _ _ ,a so r No � -- `� '-1 � ~.'"'• � 1 a -,i_ � •. 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DOWNTOWN VICTORIA EiUSINESS ASS.Kl ;'J r r:91� .'fR pranks Favourite Summer a1 Cafes Y Victoria's L from I� wf Cm3 1 BRECKY BREC �Z(Dwo VIEWS usa LHE AMERKAN BKVCIE ASSIX IAigN SUBSCRIBERS Tdlcj/n,QOk *aloWlution. q+ GATHERING PLACE PORT S RIVERFRONT PARK •E O HONDA OREGON COAST AQUARIUM v'o A .` ou VARIETY OF EXPERIENCE We have sat in all seats of the table. And that's exactly what Port Angeles needs. y STRATEGY & ADVISING INFLUENCER COMMUNICATION AND NEGOTIATIONS CREATIVE TALENT HIRING AND MANAGEMENT wf VISITOR INTERVIEWS OF# )001 AA f 4 JXP Ali I FERRY VEHICLI FARE LANE ONLY TAM I* tv I ,Ik 0 ti M4611141I1010 A Wf i ICE•AM'EUa n • •/ItMEK! Wf BOOTS ON THE GROUND To ensure long-term sustainability and growth, our business model is designed t generate multiple streams of revenue whip delivering value to users. ��1 � C.f Y. � � • � .�� FPS. Ir IL Of • /V' VISITOR VOICES WINTER & ICE VILLAGE MUUN MIN BIKING eQTc k *%Nor NIL. 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Bridget Senior Advisor & Principal Tourism Strategist Alex Advisor Project Manager Share the qualifications that make you the best fit to manage and represent the Visit Port Angeles brand. Share the qualifications that make you the best fit to manage and represent the Visit Port Angeles brand. WHY JAYRAY IS THE RIGHT FIT 155 Years Strong: Trusted agency partner since 1970 — built on longevity, loyalty and lasting results 5 Local + Visitor Lens: Based in Tacoma — familiar with Port Angeles and just two hours away 2Boutique by Design: 10-person team that cares deeply, collaborates tightly and delivers senior-level attention 6 Port Angeles Know-How: 8+ years of Olympic Peninsula projects — from SEO to visual identity 3Tourism Pros: 20+ destinations trust us with their tourism strategy and storytelling 7 Whole Team Approach: Strategy, design, digital and content — all in-house, all rowing the same direction 4Statewide Insight: Our leadership role on the State of Washington Tourism Board keeps us ahead of opportunities and trends 8 Rooted in Relationship: Open to shared projects with LuLish, Wander Fuca or other local creatives We begin our work with an experiential visit to Port Angeles, at no charge to you, gathering visual content and ideas along t he way! WHY JAYRAY IS THE RIGHT FIT 1 55 Years Strong: Trusted agency partner since 1970 — built on longevity, loyalty and lasting results 5 Local + Visitor Lens: Based in Tacoma — familiar with Port Angeles and just two hours away 2 Boutique by Design: 10-person team that cares deeply, collaborates tightly and delivers senior-level attention 6 Port Angeles Know-How: 8+ years of Olympic Peninsula projects — from SEO to visual identity 3 Tourism Pros: 20+ destinations trust us with their tourism strategy and storytelling 7 Whole Team Approach: Strategy, design, digital and content — all in-house, all rowing the same direction 4 Statewide Insight: Our leadership role on the State of Washington Tourism Board keeps us ahead of opportunities and trends 8 Rooted in Relationship: Open to shared projects with LuLish, Wander Fuca or other local creatives We begin our work with an experiential visit to Port Angeles, at no charge to you, gathering visual content and ideas along t he way! What strategies can you share that creatively assist local business marketing? What strategies can you share that creatively assist local business marketing? CREATIVE STRATEGIES TO SUPPORT LOCAL BUSINESSES Support for Seasonality: Encourage weekday/shoulder-season visitation through thematic campaigns aimed at visitors 50+ miles away Amplify Unique Events: Collaborate to promote off-season events via visitor newsletter, website and social media Marketing Toolkits: Seasonal, customizable graphics for local businesses to co-promote events and attractions Shop Small, Stay Long: Co -op campaigns that highlight bundled visitor deals across retail, dining and lodging to extend stays “Datafy Superusers”: Share geolocation data with businesses to help identify their visitor demographics and spending habits “Pack In, Pack Local” Picnic Kits: Curated meal recommendations featuring local vendors, paired with scenic spots and tour operators Content Collabs: Invite local business owners to guest blog, take over Instagram or share behind-the- scenes reels Local Legends Fund: Micro-grants to tap local creatives for tourism marketing — think photography, illustrations, social media, etc. CREATIVE STRATEGIES TO SUPPORT LOCAL BUSINESSES Support for Seasonality: Encourage weekday/shoulder-season visitation through thematic campaigns aimed at visitors 50+ miles away Amplify Unique Events: Collaborate to promote off-season events via visitor newsletter, website and social media Marketing Toolkits: Seasonal, customizable graphics for local businesses to co-promote events and attractions Shop Small, Stay Long: Co -op campaigns that highlight bundled visitor deals across retail, dining and lodging to extend stays “Datafy Superusers”: Share geolocation data with businesses to help identify their visitor demographics and spending habits “Pack In, Pack Local” Picnic Kits: Curated meal recommendations featuring local vendors, paired with scenic spots and tour operators Content Collabs: Invite local business owners to guest blog, take over Instagram or share behind-the- scenes reels Local Legends Fund: Micro-grants to tap local creatives for tourism marketing — think photography, illustrations, social media, etc. -known attractions. Learn, -ins CREATIVE STRATEGIES TO SUPPORT LOCAL BUSINESSES Fall Tide to Table Foraging tours, oyster farms, seafood restaurants Book a coastal culinary escape Winter Storm Watch + Stargaze Cozy lodging, cafés, bookstores, wellness retreats Snuggle in with a good view and a warm brew Spring More Than a Park Art galleries, events, outdoor retailers, breweries Explore trails, discover arts, stay for fun Summer Plan & Preserve Visitor centers, outdoor guides, environmental orgs to disburse travelers Visit lesser-known attractions. Learn, protect and play with purpose Season Campaign Focus Local Business Tie-ins Visitor Action What innovative ideas do you have for Port Angeles tourism? What innovative ideas do you have for Port Angeles tourism? INNOVATION ROOTED IN PLACE Postmarked PA: Resident-designed postcard series celebrating hyperlocal icons and honoring Indigenous communities Boldly Roam 2.0: Micro- stories/itineraries shared through photos, poems or short videos from locals Port Angeles After Dark: Glow-in- the-dark art that brings the city’s nightlife and nature to life, youth-led FIFA 2026 "Play Here, Stay Here" Push: Campaign for World Cup travelers (especially Canadians!) Through My Window Series: Locals document daily life with a disposable camera Port Angeles Pet Passport: Punch- card for pet-friendly places with illustrated characters, designed locally Local Legends Creative Fund: Mini- grants for artists to co-create campaign visuals, photography and merch Discovery first. Then we bring ideas to life. INNOVATION ROOTED IN PLACE Postmarked PA: Resident-designed postcard series celebrating hyperlocal icons and honoring Indigenous communities Boldly Roam 2.0: Micro- stories/itineraries shared through photos, poems or short videos from locals Port Angeles After Dark: Glow-in- the-dark art that brings the city’s nightlife and nature to life, youth-led FIFA 2026 "Play Here, Stay Here" Push: Campaign for World Cup travelers (especially Canadians!) Through My Window Series: Locals document daily life with a disposable camera Port Angeles Pet Passport: Punch- card for pet-friendly places with illustrated characters, designed locally Local Legends Creative Fund: Mini- grants for artists to co-create campaign visuals, photography and merch Discovery first. Then we bring ideas to life. COMMUNITY CO-CREATION COMMUNITY CO-CREATION What will Visit Port Angeles’ social media presence look like under your direction? What will Visit Port Angeles’ social media presence look like under your direction? HIGH-IMPACT SOCIAL Real Stories > Stock Photos: Content that feels lived-in, not lifted A Platform with Purpose: Every post aligns with tourism goals and local pride Nimble + Strategic: Planned campaigns with flexibility for spontaneous storytelling Locals as Influencers: Business owners, artists & makers take the spotlight Vibrant. Visitor-First. Grounded in Community. Content with Heart: Showcase local events, natural beauty, outdoor adventures and delicious food — connecting with your key audiences Seasonal, Shareable Content: Off-peak itineraries, events & biz spotlights Takeovers & Guest Content: Invite residents and content creators to co-host Amplify, Don’t Compete: Work alongside partners like OPTC for cross -promotion Co -op Social Kits: Branded templates for local businesses to easily post & tag HIGH-IMPACT SOCIAL Real Stories > Stock Photos: Content that feels lived-in, not lifted A Platform with Purpose: Every post aligns with tourism goals and local pride Nimble + Strategic: Planned campaigns with flexibility for spontaneous storytelling Locals as Influencers: Business owners, artists & makers take the spotlight Vibrant. Visitor-First. Grounded in Community. Content with Heart: Showcase local events, natural beauty, outdoor adventures and delicious food — connecting with your key audiences Seasonal, Shareable Content: Off-peak itineraries, events & biz spotlights Takeovers & Guest Content: Invite residents and content creators to co-host Amplify, Don’t Compete: Work alongside partners like OPTC for cross -promotion Co -op Social Kits: Branded templates for local businesses to easily post & tag HOW WE GET IT DONE –3 channels -the-moment” visuals + reels –4 weeks ahead, allow ample review time JayRay experiential trip –5 content partners, plan & host trips to PA HOW WE GET IT DONE Audit + Strategy Review existing channels, create social strategy & content pillars Plan the Calendar Build an editorial calendar for 2–3 channels Secure Content Producers Provide stipends to trusted local partners for “in-the-moment” visuals + reels Create + Review Draft content 2–4 weeks ahead, allow ample review time Schedule + Engage Schedule posts, respond to comments daily Curate + Amplify Seek out UGC, request permission to reshare; pull photos from existing library and JayRay experiential trip Influencer Collabs Secure 3–5 content partners, plan & host trips to PA Paid Support Develop and manage boosted post & ad plan Report + Refine Monthly metrics, quarterly deep dives Step What it Looks Like HIGH-IMPACT SOCIAL How do you define metrics for success and how will you demonstrate success to staff, the LTAC and the community at large? HIGH-IMPACT SOCIAL How do you define metrics for success and how will you demonstrate success to staff, the LTAC and the community at large? JayRay uses a framework of Outputs > Outtakes > Outcomes to track success across multiple audiences. -throughs, cost per -specific -grant performance updates with stories Monthly highlights on KPIs during check -in meetings, detailed quarterly reports and a comprehensive annual report Data is compared year-over-year, and progress is tracked against goals MEASURING SUCCESS MEASURING SUCCESS JayRay uses a framework of Outputs > Outtakes > Outcomes to track success across multiple audiences. Ad Campaigns Impressions, click-throughs, cost per conversion, geolocation attribution (TBD) Campaign dashboards, quarterly summaries Staff, LTAC Social Media Reach, engagement, follower growth, content performance, UGC Monthly highlights, platform -specific snapshots Staff, LTAC Website Visits, referral sources, top pages, event clicks, SEO trends Google Analytics reports + UX recs Staff, LTAC Public Relations Earned media value, placements, reach Monthly highlights, quarterly reports Staff, LTAC, Community Hotel & Visitor Data Occupancy trends, ADR, RevPAR, visitor spending (data TBD based on availability) Integrated into annual dashboards and visualized infographics (from STR) Staff, LTAC, Community Local Legends Creative Fund Project submissions, social shares, visitor engagement with content or installations Mini-grant performance updates with stories & visuals Community, Staff, LTAC Focus Area What We Track How We Report Audience QUESTIONS? Monthly highlights on KPIs during check -in meetings, detailed quarterly reports and a comprehensive annual report Data is compared year -over-year, and progress is tracked against goals QUESTIONS? THANK YOU THANK YOU