HomeMy WebLinkAbout2024-11-13 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
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EMAILED:
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The Herald
The Edmonds Beacon
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City Council
AGENDA
Lodging Tax Advisory Committee
Fourtner Room | Edmonds City Hall 121 5th Ave N, Edmonds, WA 98020
Wednesday, November 13, 2024
3:00PM – 4:00PM
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
24_06_12_LTAC_minutes
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
5. 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 30th.
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
CARRIE HULBERT1
Expore Edmonds
LTAC Report
June 2024
ATTACHMENT A
CARRIE HULBERT2
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
Executive Summary
CARRIE HULBERT3
Website Traffic & Users
Users
-12.04% YoY
34,316 vs 39,015
Pageviews
-7.76% YoY
42,234 vs 45,788
Top 10 Pages Views
HOME: Discover Fine Art, Fabulous Food, & the Salish Sea - Explore Edmonds 32,521
THINGS TO DO: Discover Artists, Chefs & Distillers Creating the Edmonds Experience - Explore Edmonds 14,692
EVENTS: Discover the Arts, Celebrate the Sound, Never Miss an Event - Explore Edmonds 10,278
BLOG: Eat Your Way Through The Edmonds International District 8,949
BLOG: The Third Annual Edmonds Lunar New Year 6,710
EVENTS: Annual Festivals & Events 6,118
BLOG: Taco The Town, Edmonds Style 4,133
BLOG: Where to Go for A Cup of Joe In Edmonds 2,779
BLOG: Witness The Edmonds Wildlife 2,599
BLOG: Get Your Spa On In Edmonds 2,299
Engagement
Rate
+7.67% YoY
87% vs 80%
Engaged Sessions
per User
+12.91% YoY
1.07 vs .95
CARRIE HULBERT4
Social Media
•Gaining more followers and
reaching more people than
the previous period
•Most growth opportunity is
on Instagram
+70% growth
rate YoY
+19% growth
rateYoY
CARRIE HULBERT5
Social Media Ads (FB, IG)
•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
CARRIE HULBERT6
Print & Display Ads
Welcome Magazine
425 Magazine
Airport Ad April - June
Inspiration is everywhere
ExploreEdmonds.com
IMMERSE YOURSELF IN THEMAGIC OF EDMONDS
ExploreEdmonds.com
C M Y KCreative District Ad
CARRIE HULBERT7
Newsletters
Monthly Newsletter Sponsored Content in 425 Sip & Savor
CARRIE HULBERT8
Upcoming Marketing
Creative District Brochure
ParentMap Sponsored Content
2nd Print ads in Welcome Magazine and 425 Magazine
Holiday Marketing
Digital Ads
Social Media