2023-06-15 Lodging Tax Advisory Committee PacketSPECIAL MEETING NOTICE
EDMONDS LODGING TAX
ADVISORY COMMITTEE
The Edmonds Lodging Tax Advisory Committee will hold a meeting on Thursday,
June 15, 2023 at 12:00 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
5t" Avenue North, Edmonds
The public is welcome to attend.
Posted/Emailed: June 14, 2023
POSTED:
City Hall
Public Safety
EMAILED:
Newspapers
The Herald
The Edmonds Beacon
Myedmondsnews.com
City Council
`17C. 189V
AGENDA
Lodging Tax Advisory Committee
Fourtner Room I Edmonds City Hall
121 5t" Ave N, Edmonds, WA 98020
Thursday, June 15, 2023
12:OOPM — 1:30PM
1. Approval of May 24, 2023, Meeting Summary
2. Public Comment
3. 2022 Revenue
4. Review and approve Funding Requests for 2024
5. 2024 Budget
6. Miscellaneous
7. Set next meeting date.
8. Adjourn
Lodging Tax Advisory Committee
Draft Summary Notes from 5/24/23 Meeting
Committee members present: Will Chen, City Council
Frances Chapin, Arts & Culture Mgr.
Joe Mclalwain, Edmonds Center for the Arts Executive Director
Crystal Berclaz, Best Western Edmonds Harbor Inn
Pat Moriarty, The Studio
Guest: Katherine Smith, Edmonds Center for the Arts
Carrie Hulbert
Staff present: Megan Luttrell, Economic Development
Meeting called to order at 2:03 p.m.
1. Introductions: The group went around the table and introduced themselves.
2. Purpose of LTAC: Frances explained that the lodging tax revenue is used primarily to promote
tourism. The funds can be used to promote heads in beds as well as other events in the city that
bring in visitors. The funds also support maintenance of the log cabin and other special projects
like the possibility of purchasing a trolley.
The committee is made up of 5 committee members; 1 Council person, as the chair; 2
generators and 2 users. The committee must have equal representation of fund generators and
fund users. There is a set application that includes state required information that the City must
file with the state. There are two batches of arts and culture grants that the committee awards,
large facility organizations and smaller nonprofit arts organizations which are first reviewed by
the Arts Commission. Other applications to LTAC are also considered annually. City Council
reviews the recommendations of the Committee and can choose to approve or not approve the
recommendations, but they cannot bring new recommendations to the table as the application
process must follow the process. Joe mentioned that the Committee can review additional
allocations throughout the year and make a recommendation to Council, but it requires a
budget amendment, approved by Council. The downtown public restrooms is an example of a
special project this Committee helped fund.
3. Review and consensus of June 16, 2022, Meeting Summary: Joe moved and Frances seconded
to approve the 6/22/22 meeting minutes with the correction that Pat was present. Motion
passed unanimously.
4. Public Comment: None.
5. 2022 Year-end review: Megan reviewed the expenditures from 2022. She will update the
revenue received for 2022 for both the 120 fund and the 123 fund for the next meeting.
6. 2023 LTAC budget: Frances and Megan went through the 2023 budget. Crystal asked about the
multi -day funded events. She mentioned that the hotel is working on pulling travel information
from their guests by asking what they're in town for. They're willing to give discounted rates for
events in town but need to establish it in advance as group blocks do close 6 weeks prior to the
event.
7. 2023 City Tourism Promotion Update: Carrie Hulbert shared the Visit Edmonds tourism
promotion plans for 2023. The purpose is to attract a regional audience (see attached). They're
planning to do targeted ads based off data collected last year. Joe suggests grant recipients
share a link to or list Visit Edmonds in their advertising or promotions. Frances suggests adding a
23 05 24 LTAC minutes
requirement in grant contracts to call out Visit Edmonds. Carrie shares that the website
developers are working on an automatic calendar update but for now calendar events are being
added manually.
8. Review of Grant Application Process: Frances explained that the Committee will be reviewing
grant applications at the next meeting.
9. Future Applicant Outreach: Will shared that he added this item thinking about lodging in the
Hwy 99 area. He asked about other areas in the City, as well. There are Airbnb's all around the
city. Pat would like to pull Airbnb hosts together to convene. Applicants must be based in
Edmonds or do something in Edmonds. We send out media releases and send out emails.
Megan suggested translating the media release into other languages for the 2025 LTAC grant
call. Crystal pointed out that there are several events at the Waterfront Center that could be
eligible for grant funding.
10. Set next meeting date: June 15, 2023, at 12:OOpm
11. Adjourn: Meeting adjourned at 3:05 p.m.
23 05 24 LTAC minutes
Visit Edmonds
LTAC Report
May 2023
Executive Summary
The focus for Visit 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
• Comprehensive calendar of events is kept up to date
• Social media is managed by a local social media manager enticing visitors to experience performing
arts, restaurants, unique art galleries, upscale shops and gorgeous waterfront
• Monthly email newsletter promotes latest blog posts and upcoming events
Advertising
• Social media ads began running in March promoting blog posts with good results, increasing website
visits by-12,000 year to date
Search Engine Marketing
• Campaign began running in April, increasing website visits from search engines by -3,175 year to date
WEVISIt
DMONDS
Website Traffic & Users
I, 2023 - May 22, 2023: Pageviews
I, 2022 - May 22, 2022: Pageviews
ne.,. h ono
A-N onoo
RA", onol
Top io Pages
Views
HOME PAGE: Discover Fine Art, Fabulous Food, & the Salish Sea
18,312
BLOG POST: An Edmonds Kind of Dim Sum Guide
12,393
THINGS TO DO PAGE: Discover Artists, Chefs & Distillers Creating the Edmonds Experience
11,887
EVENTS CALENDAR: Discover the Arts, Celebrate the Sound, Never Miss an Event
6,961
ANNUAL EVENTS CALENDAR: Annual Festivals & Events
6,089
BLOG POST: Take An Art Class in Edmonds
5,199
BLOG POST: An Edmonds Kind of Day: A Few Eats and Easy Hikes
4,740
BLOG POST: Beautiful and Delicious Edmonds
4,432
BLOG POST: Edmonds Is The Place to Parade Your Pups
3,923
PLAN PAGE: Getting Here is a Breeze, Leaving is Hard
2,795
10 rDMONDS
Users
+92.82% YoY
33,032 vs 17,131
Pageviews
+72.17% YoY
60,858 vs 35,348
Users
+92.82% YoY
33,032 vs 17,131
Pageviews
+72.17% YoY
60,858 vs 35,348
Social Media
New likes and follows
Facebook Page new likes Q
363
30
RE
10
0
Jan 11 Jan 31 Feb 20 Mar 12 Apr 1 Apr 21 May 11
Reach
Facebook Page reach
2861370 T 24.7.%
30.OK
20.OK
10.OK
Jan 11 Jan 31 Feb 20 Mar 12 Apr 1 Apr 21 May 11
New Instagram followers (D
596 T 124.1%0
3n
20
10
C
Export
Jan 16 Feb 7 Feb 27 Mar 19 Apr 8 Apr 28 May 1£
Export
Instagram reach
371158 T 128%
3.OK
2.OK
1.OK
C
Jan 11 Jan 31 Feb 20 Mar 12 Apr 1 Apr 21 May 11
• Gaining more followers and
reaching more people than
the previous period
• Most initial growth
opportunity is on Instagram
2,524 3,070 1,197
Posts Followers Following
Visit Edmonds
Sandy beaches, elevated dining, underwater
vjpark, galleries, hiking, shops, performing
arts & proudly the 1st Creative District in WA.
IL„ Come visit!
6) linktr.ee/visitedmonds
Followed by hazel millerfoundation,
whitpopa and 334 others
Following- Message
® fft) O
4
Social Media Ads (FB, IG)
® Visit Edmonds ... X
From forest to beach, there's a nature walk for
everyone to love in Edmonds.
® Visit Edmonds ... X
As our state's first Creative District, Edmonds is
a haven for artists, and they sharetheir skills
with you!
Meadowdale Learn more Yost MI
Beach Park Park
visitedmonds.com
Art Abounds in Edmonds
0 0 You, Patrick Do... 5 comments 16 shares Explore your artistic side
isVisit Edmonds ... X
Learn more about the eco-conscious initiatives,
activities, and ways to play in Edmonds that will
keep you coming back.
visitedmonds.com
Edmonds keeps it green Learn more
Explore Edmonds, sustain...
Learn more
® Visit Edmonds ... X
Kid or adult, novice or expert, Edmonds has an
art class, experience, or teacher for you.
visitedmonds.com
Edmonds loves dim sum Learn more
Tiny dishes for everyone!
® Visit Edmonds ... X
You don't have to captain a vessel —or own one
—to enjoy Edmonds by boat. Check out all the
fun ways to get out on the water.
visitedmonds.com
See Edmonds by sea
A new view of Edmonds a...
Learn more
• New campaign
started in March `23
• Each ad promotes a
blog post for 2 weeks
• Seen 455,267 times
• High 2.95% average
clickthrough rate
5
Upcoming Marketing
Seattle Times Branded Content Campaign
• In June and November we'll run a branded content campaign promoting summer and holiday activities in
Edmonds. This will include an article on the Seattle Times website with banner ads linking back to our site, and
social media amplification. These were successful in 2022.
Continue to Optimize Campaigns, Content and Strategy
• Target potential visitors living outside of our region that have a higher likelihood to visit Edmonds
6