2024-11-13 Lodging Tax Advisory Committee Packet-" SPECIAL MEETING NOTICE
EDMONDS LODGING TAX
ADVISORY COMMITTEE
The Edmonds Lodging Tax Advisory Committee will hold a meeting on Wednesday,
November 13, 2024 at 3:00 p.m. The agenda is attached, miscellaneous items may be
discussed and there will be an opportunity for audience comments.
The meeting will be held in the Fourtner Meeting Room — Third Floor, City Hall, 121
5th Avenue North, Edmonds
The public is welcome to attend.
Posted/Emailed: November 5. 2024
POSTED:
City Hall
Public Safety
EMAILED:
Newspapers
The Herald
The Edmonds Beacon
Myedmondsnews.com
City Council
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AGENDA
Lodging Tax Advisory Committee
Fourtner Room I Edmonds City Hall
121 511 Ave N, Edmonds, WA 98020
Wednesday, November 13, 2024
3:OOPM — 4:OOPM
1. Approval of June 12, 2024, Meeting Summary
2. Public Comment
3. Proposed changes to 2025 & 2026 budget
4. Miscellaneous
5. Set next meeting date
6. Adjourn
LODGING TAX ADVISORY COMMITTEE
Draft Summary Notes from 6/12/24 Meeting
Committee members present: Will Chen, City Council
Frances Chapin, Arts & Culture Mgr.
Lori Meagher, Edmonds Center for the Arts
Crystal Berclaz, Best Western Edmonds Harbor Inn
Katrina Swanson
Guest: Kyle, Best Western Edmonds Harbor Inn
Staff present: Todd Tatum, Director - Economic Development
Megan Luttrell, Program Coordinator - Economic Development
Meeting called to order at 3:10 p.m.
1. Approval of June 15, 2023 & February 27, 2024:
Frances motions to approve both meeting summaries, Lori seconds, motion passes
unanimously.
2. Public Comment: None.
3. 2023 Revenue: Megan shares the revenue and expenditures for 2023. Todd went through the
Explore Edmonds website and shares the LTAC report Carrie Hulbert put together (see
Attachment A).
4. Review and approve Funding Requests and Budget for 2025: Megan shared the three funding
request applications that were received for funding from Fund 120; Edmonds Chamber,
Edmonds Center for the Arts, and Cascadia Art Museum.
Crystal makes a motion to approve Edmonds Chamber, Edmonds Center for the Arts &
Cascadia Art Museum requests for funding in 2025 for a total of $40,000, Frances
seconds, motion passes unanimously.
Todd talks through the other expenses that are programmed in the draft 2025 budget. The
hospitality industry is down as a whole but the PNW is higher than most other areas. The travel
season is coming up and expected to improve. Best Western is up 11% though with expected
growth for next year. Katrina shares that AirBnB's have been down and have decreased nightly
rates of stay.
Frances motions to move the allocation for Distribution of Rack Card to Design of Rack
Card for 2024 for $2,500, Crystal seconds, motion passes unanimously.
Crystal motions to approve the 2025 Fund 120 budget for $140,000, Katrina seconds,
motion passes unanimously.
Frances reviews the EAC recommendation for the arts requests from Fund 123. They
recommend the organizations asks, which totaled $24,400 but had $25,000 to award. They
chose to allocate the additional funds to the organization that bring the most heads in beds.
There is also a general tourism request, for advertising outside of Edmonds. There is a new ask
for a public art brochure for $3,000. Write on the Sound ask is for $9,500 for advertising. There
are two national advertisements because this conference brings in people from across the
country.
Crystal motions to approve the 2025 fund 123 budget for $37,500, Katrina seconds,
motion passes unanimously.
24 06 12 LTAC minutes
S. Miscellaneous: There will be a media tour in 2024 to (not funded through LTAC funds) to garner
more earned media.
Councilmember Chen suggests advertising on the light rail in Lynnwood as it is scheduled to
open August 30tn
Katrina wonders if the Waterfront Center has applied as AirBNB's get a lot of stays from
weddings and funerals.
6. Set next meeting date: November 13, 2024, at 3pm
7. Adjourn:4:33pm
24 06 12 LTAC minutes
ATTACHMENT A
F.xPore Edmonds
LTAC Report
June 2024
Executive Summary
The focus for Explore Edmonds continues to be attracting a regional audience for a day trip or longer
by highlighting the unique features of our town.
Digital Content
• Robust website content includes two blog posts per month highlighting activities in Edmonds,
written by an expert copywriter with photos from a professional photographer and a comprehensive
calendar of events
• Social media managed by a social media manager
• Monthly email newsletter promotes latest blog posts and upcoming events
Advertising
• Social media ads
• Print ads in regional publications such as 425 Magazine and Welcome Magazine
• Airport ad for Q2 2024
• Sponsored content in relevant regional newsletters
Search Engine Marketing
• Campaign consistently running, promoting tourism to Edmonds
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Website Traffic & Users
Users
-12.04% YoY
34,316 vs 39,015
Pageviews
-7.76% YoY
42,234 vs 45,788
Engagement
Rate
+7.67% YoY
87% vs 80%
Top 10 Pages
Engaged Sessions
per User
+12.91 % YoY
1.07 vs .95
Search Engine Marketing budget is smaller
in 2024, driving slightly less traffic to site.
Users coming to site are more engaged.
HOME: Discover Fine Art, Fabulous Food, & the Salish Sea - Explore Edmonds
THINGS TO DO: Discover Artists, Chefs & Distillers Creating the Edmonds Experience - Explore Edmonds
EVENTS: Discover the Arts, Celebrate the Sound, Never Miss an Event - Explore Edmonds
BLOG: Eat Your Way Through The Edmonds International District
BLOG: The Third Annual Edmonds Lunar New Year
EVENTS: Annual Festivals & Events
BLOG: Taco The Town, Edmonds Style
BLOG: Where to Go for A Cup of Joe In Edmonds
BLOG: Witness The Edmonds Wildlife
BLOG: Get Your Spa On In Edmonds
Views
32,521
14,692
10,278
8,949
6,710
6,118
4,133
2,779
2,599
2,299
3
Social Media
Reach
Facebook reach 6
326.7K
30K
20K
10K
0
Jan 1
Follows
Facebook follows 6
520
20
15
10
5
0
Jan 1
Feb 20 Apr 10
Feb 20 Apr 10
Instagram reach O
164.8K
5K
0
May 30 Jan 1
Instagram follows O
1.4 K 1 124Y.
80
60
40
20
0
May 30 Jan 1
i Export
- 0 Audience
Facebook followers 8
5AK
+19% growth
rateYoY
Feb 20 Apr 10 May 30
RFollowers 0
Export - Lifetime
5.2K
Feb 20 Apr 10 May 31
+70% growth
rate YoY
• Gaining more followers and
reaching more people than
the previous period
• Most growth opportunity is
on Instagram
2,747 5,204 1,371
posts followers following
Edmonds, Washington USA
The official resource for everything to see
and do in Edmonds, WA.
Art, events, food, fun, shopping, and views.
One visit just isn't enough!
0 linktr.ee/exploreedmonds and 1 more
Professional dashboard
12K accounts reached in the last 30 days.
Edit profile Share profile
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Social Media Ads (FB, IG)
® Explore Edmonds x
From signature events to new creative
traditions, Edmonds is full of ways to celebrate
art this summer.
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All the arts in Edmonds
A summer of arts
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Marinated meats, lickable salsas, and tortillas
galore —tacos abound
in Edmonds'
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• Ads promoting blogs
run twice per month
• Ads promoting
Edmonds as a tourist
destination run each
month; geotarget
different audiences
• Seen 258,995 times
• High 2.22% average
clickthrough rate
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Print & Display Ads
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Welcome Magazine
425 Magazine
6
Airport Ad April - June
IMMERSE YOURSELF IN THE
MAGIC OF EDMON DS n,
Inspiration is everywhere
Creative District Ad
ro CARRIE HULBERT
E D M 0 N D S
February 06, 2024
Celebrate Lunar New Year
in Edmonds
2024 is the Year of the Dragon, which Is —pected to
bring evolution. Improvement, and abundance to all of
us (yes, please). Ring in the year with Lunar New Year
Edmonds events on Feb 1 Oth, and enjoy a m" at one
our many AAPI-owned restaurants in towril Check out
our guide to dim sum for some lips.
Latest Blog Posts
The Third Annual Edmonds Lunar New
Year
It's the Year of The Dragon, and we're hosting
olliebratiorts around Edmonds to ring It in.
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MONF_ D S
March 07. 2024
Explore Your Senses in
Edmonds
Join us for a full -sensory Edmonds land of day! Take z
self -guided tour of the vibrant outdoor murals around
to", find your perfect cup (or two!) of Joe and check
out some ways to play with all your senses around
town.
Latest Blog Posts
'pend A Day In Edmonds Exploring A
Your Senses
Foil" all your senses around Edmonds as; you see,
heal touch, well, and taste your way through it.
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425
Sip Savor
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Sip&Savor
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F D M 0 N D S
Upcoming Marketing
Creative District Brochure
ParentMap Sponsored Content
2nd Print ads in Welcome Magazine and 425 Magazine
Holiday Marketing
Digital Ads
Social Media