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2018-03-20 Lodging Tax Advisory Committee Packet` SPECIAL MEETING NOTICE EDMONDS LODGING TAX ADVISORY COMMITTEE The Edmonds Lodging Tax Advisory Committee will hold a meeting on Tuesday, March 20 at 3 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 at Fourtner Meeting Room — Third Floor, City Hall, 121 5 t h Avenue North, Edmonds The public is welcome to attend the meeting. Posted/Emailed: March 13, 2018 POSTED City Hall Edmonds Library Edmonds Post Office Public Safety EMAILED: Newspapers The Herald The Seattle Times The Edmonds Beacon Radio Stations KCIS/KCMS KSER KRKO KIRO Television Stations KING KOMO KIRO Myedmondsnews.com City Council `)7C. 189V AGENDA Lod _ iinng Tax Advisory Committee Edmonds City Hall Fourtner Meeting Room, 121 5t" Ave N Tuesday, March 20, 2018 3 - 4:30 PM 1. Approval of June 11, 2017 Meeting Summary 2. Public Comment 3. Report on Revenues and Expenditures 2017 4. Update on City Tourism Promotion Activities (see attached DRAFT Visitor's Guide) 5. Review of ECA request for funding: Mystical Arts of Tibet 6. Discussion on Snohomish County Tourism Bureau marketing tag -line 7. Miscellaneous: 8. Set next meeting date Lodging Tax Advisory Committee Draft Summary Notes from 07/11/17 Meeting Committee members present: Joe Mclalwain, Edmonds Center for the Arts Executive Frances Chapin, Edmonds Parks, Recreation, & Cultural Services, Mgr. Steve Lyon, Harbor Inn Pat Moriarty, The Studio Committee members absent: Mike Nelson, City Council Staff present: Patrick Doherty, Economic Development & Community Services Director Cindi Cruz, Economic Development Meeting began at 3:35 p.m. with Joe acting as Chair in Mike Nelson's absence. 1. Approval of February 28, 2017 meeting minutes. Pat Moriarty moved to approve the 2/28/17 meeting minutes and Steve Lyon seconded the motion. Motion passed unanimously. Frances Chapin introduced and welcomed Steve Lyon from Harbor Inn who replaced long-time LTAC member Jan Conner upon her retirement. Patrick gave a brief update on the VisitEdmonds website project. Project is approximately 2-4 weeks behind. Hosting of website can be done by Hiatt Consulting as in proposed 2018 budget. Will send the LTAC a link when closer to completion for their review. 3. Public Comment None 4. Funding Options: Joe and Frances discussed this item. As part of the current study of the economic impact of arts and culture in Edmonds being conducted by the City, an expanded inventory of arts and culture organizations and businesses is being prepared. The newest large organization which has significant impact on cultural tourism is Cascadia Arts Museum (CAM). CAM is currently applying for marketing funds through the Arts Commission -recommended Tourism Promotion grants with a general limit of $2500. As with the Edmonds Center for the Arts, it was discussed that in the future a larger allocation might be made directly by the LTAC. Although not in the current 2018 budget it would be possible to support a larger award from the ending cash balance with a budget amendment. The committee agreed that Patrick and Frances will contact Lindsay Echelbarger regarding future major projects for CAM and bring information back to the LTAC. S. Budget 2018: (See attached 2018 budget proposal.) Patrick discussed proposed 2018 budget including a decrease in projected revenue from $120,000 in 2017 to $115,000 in 2018, with 25% allocated to Fund 123 for arts and cultural programs and activities and 75% allocated to Fund 120 for general tourism promotion programs and activities. The lower projection is due to a 17 07 11 LTAC minutes decrease in revenue at this time compared with the same time last year. Interest income is projected at $1,300 for Fund 120 and $250 for Fund 123. Proposed expenditures are similar to the 2017 budget (see attached 2018 budget proposal for detailed explanations of expenditures). There is a new expenditure item for $2,400 for website hosting and technical support. One-time expenditure requests included $2,000 for the Waterfront Festival and $2,500 for the Chamber of Commerce's Taste of Edmonds and Chowder Cook -Off. It was suggested to fund these items for no more than $1,000 each. There was discussion regarding the website support and was suggested that the contract state the support is up to $2,400. It was also suggested that a future meeting could be held to discuss grant priorities and process. Frances provided information on Fund 123 awards for arts and cultural event support (see attached details on Fund 123 proposed expenditures) which totals $29,500 plus $4,000 for general tourism promotion. Steve moved to approve the 2018 budget proposal, Pat seconded and motion carried unanimously. 6. Miscellaneous: Patrick discussed funding from Economic Development budget of $2,000 to supplement a Port of Edmonds grant received from the Port of Seattle to support advertising efforts in Utah and Colorado to promote tourism to Edmonds. Also the Port has hired an employee to support Harbor Square management and marketing. Meeting adjourned at 4:55 p.m. 17 07 11 LTAC minutes 0,00- edmonds center for the arts December 11, 2017 Mike Nelson, LTAC Chair City of Edmonds 121 5th Avenue North Edmonds, WA 98020 Dear Mr. Nelson, Thank you and the City of Edmonds Lodging Tax Advisory Committee for your generous support of Edmonds Center for the Arts (ECA) over the years. As you are aware, ECA plays a vital role in the culture and economy of Edmonds and the surrounding region. I am writing to respectfully request consideration of $2,500 in additional support for a unique series of events being hosted by Edmonds Center for the Arts in May 2018: Mystical Arts of Tibet. This 5-day residency includes a robust schedule of activities: • Tibet: Magical land of Spiritual Wonders: Photo exhibit • Education Matinee: Performance - Thursday, May 10 ■ Sacred Music, Sacred Dance: Performance - Friday, May 11, 7:30 pm ■ Sand Mandala • Closing Ceremony Please see the attached summary for a detailed description of each activity and overall budget. This visit will provide fresh opportunity for new friends to discover and visit ECA and the City of Edmonds throughout the week-long residency. We plan significant outreach to encourage attendance and participation. We feel the connection to tourism is clear. Support from the City of Edmonds LTAC fund will help underwrite marketing costs and event -related expenses. Thank you for your consideration of this request. Please don't hesitate to contact me directly with any additional questions. �1Va� Fds, ! F Karen Cro Develop ent 'rector Direct: 25-27 -9485 Karen rts.ora Attachments Edmonds Center for the Arts 410 Fourth Avenue North I Edmonds, WA 98020 tel 425.275.4485 1 fax 425.275.4487 edmondscenterforthearts.org Mystical Arts of Tibet — at Edmonds Center for the Arts May 2018 The Mystical Arts of Tibet is a world tour to promote world peace and healing by sharing Tibet's rich and authentic sacred performing and visual arts with modern audiences. The tour offers a rare opportunity to witness one of the world's most ancient sacred traditions presented by a group of monk artists for whom these traditions are a way of life. Audiences describe these programs as both inspiring and transforming - as relevant today as they have been in past millennia. We anticipate this week-long residency will attract a wide range of visitors to ECA and Edmonds. Elements of the Residency: Drepung Loseling monks will visit Edmonds Center for the Arts as part of a 5-day residency in May, 2018. The residency will include a number of opportunities for interaction and engagement: Tibet: Magical land of Spiritual Wonders -April 13 through May 13. An exhibition of twenty-one stunning color images taken by some of the world's foremost photographic artists. On loan from Tibet Image Bank, London, the exhibit first opened in Atlanta during the Centennial Olympics. The images will be displayed in the ECA Lobby for a full month. • Education Matinee: performance for all ages - Thursday, May 10, 10:00 am. Selections of ancient temple music and dance, using traditional Tibetan instruments. We will market the performance with the Edmonds School District. Students and families will be invited to attend the performance and witness the monks' creation of a mandala sand painting in the ECA Lobby. • Sacred Music, Sacred Dance —Friday, May 11, 7:30 pm This two-hour stage performance combines multiphonic chanting, music and dance into an unforgettable experience. The pieces are drawn from authentic temple dances, performed for thousands of years in Tibet. The ancient rhythms and colorful, intricate costumes delight audiences of all ages. The evening will include a pre -show talk from 6:00 — 6:40 pm. w Sand Mandala: Allover the world, record -breaking crowds have watched in awe as the Drepung Loseling monks lay down millions of grains of sand to create Mandala Sand Paintings. The public is invited to observe this ancient tradition and see the painting come to life over several days in the ECA Lobby. Closing Ceremony: The sand mandala will be deconstructed after completion in a ceremony depicting the impermanence of life. The sands are swept up and placed in an urn; half is distributed to the audience at the closing ceremony, while the remainder will be carried to the Edmonds shoreline. The community will join the Monks in releasing the sand into the Puget Sound. Mystical Arts of Tibet Page 2 Marketing and Outreach We plan to market the visit broadly through all media platforms: digital/online, radio, television and print. ECA will share Information on all aspects of the residency and the experience our patrons can enjoy prior to and during the week of the event. We will discuss Tibetan culture, the photo display, the mandala process, multi -phonic chanting, music and dance. Print: ECA's annual marketing plan includes advertisements in publications in Snohomish, King, Whatcom, Kitsap, Island, Skagit and Pierce counties, as well as across the border in British Columbia, Canada. Radio promotion: ECA consistently promotes events through KCTS 9 Television, Comcast/Xfinity and KBTC, and radio stations such as KUOW, KRKO, KEXP, KBCS, KSER, KXIR, KNKX and King FM - all of which have a broad demographic in the Puget Sound area outside Snohomish County. Online: ECA has an online audience of over 6,500 and an e-newsletter subscriber list of nearly 17,000. We maintain a regular presence on Facebook, Twitter, Instagram. Online marketing content will include the following: • Video to include Facebook Live to share and capture the creation of the sand mandala; • Advertising on Facebook to increase reach and engagement of Facebook event page; • Inclusion in April Spotlight enews and Arts Programming and Outreach enews. Budget Artist Fee: $12,500 Technical Staff: 1,800 Hotel: 4,000 Transportation & Hospitality: 2,000 Equipment Rental: 500 Royalties: 280 Marketing: 2,500 Photo Display 200 Overhead: 4,000 TOTAL: $27,780 Support needed: ECA has secured sponsorship for the evening performance of Sacred Music, Sacred Dance. Thank you to Jack Loos and Steve Hyde Films. We are seeking additional sponsorship support to underwrite marketing costs, as well as costs associated with the photo display and mandala project. Lodging Tax Expenditure Application Form City of Edmonds Lodging Tax Advisory Committee (LTAC) Estimated Event or Tourism Activity NOTE: It is very important that you fill this application out as completely as possible to ensure you are eligible to receive Tourism Promotion Funds supported through Lodging Tax now and in the future! The City of Edmonds is required to provide the information below from your Final Report to the State. Please plan now how you will collect this information. Questions? Call 425- 775-7724. I. Organization: Edmonds Center for the Arts 2. Activity/Event Name: Mystical Arts of Tibet Residency The City of Edmonds Lodging Tax Allocation Committee has generously supported ECA and our general marketing efforts for the last several years. We respectfully request consideration of $2500 in additional support for this unique 5-day residency. A full description of planned events and activities are detailed it the attachment. Activity Type (check one): Event/Festival ✓ Marketing or Facility(acquisition, upkeep, renovation) 3. Start Date: May 7, 2018 End Date: May 12, 2017 4. Total Lodging Tax Funds Requested: $2.500 S. Total Activity/Event Estimated Cost: 2$ 7,780 Estimated Attendance Information 6. Overall Attendance: Enter the total number of people predicted to attend this activity and select the method used to determine the attendance: Predicted: 1.400 Method: direct count____, indirect count_ , representative survey______, informal survey_____, structured estimate ✓ , other_____, N/A . Please explain: The number represents the total number of visitors, students, parents and patrons we expect to welcome during the 5-day residency. 700 for the evening performance, 400 students and teachers for the Education Matinee + 300 guests and visitors viewing the Photo Display and observing mandala activities. Event attendance is recorded and tracked in ECA's ticketing system, and student attendance figures are collected by EGA staff` 7. Attendance, 50+ miles: Enter the number of people who travel greater than 50 miles predicted to attend this activity and select the method used to determine the attendance. Predicted: 150 or 1 1 Method: direct count_______, indirect count_ , representative survey____, informal survey______, structured estimate ✓ , other_____, N/A . Please explain: ECA's ticketing system tracks patrons by zip code and city. Our most recent analysis indicates that I I % of our guests travel 50 or more miles to attend events at ECA. We anticipate this percentage will hold true for the residency. 8. Attendance, Out of State, Out of Country: Enter the number of people from outside the state and country predicted to attend this activity and select the method used to determine the attendance. Predicted: 15 Method: direct count indirect count_ , representative survey____, informal survey____, structured estimate ✓ , other_______, N/A . Please explain: Estimate is based on tracking from recent ticket dara. We welcome many guests from Vancouver and British Columbia. 9. Attendance, Paid for Overnight Lodging: Enter the estimated number predicted to attend this activity and pay for overnight lodging and select the method used to determine the attendance. Predicted: 35 Method: direct count______, indirect count_ , representative survey____,, informal survey_____, structured estimate ✓ , other_____, N/A . Please explain: This estimate is calculated based on the assumption that 25% of those traveling 50+ miles will choose to pay for overnight lodging. 10. Attendance, Did not pay for overnight lodging: Enter the number predicted to attend this activity without paying for overnight lodging and select the method used to determine the attendance. Predicted: 1,365 Method: direct count____, indirect count_ representative survey____, informal survey____, structured estimate ✓ , other_ , N/A . Please explain: A simple calculation based on the total number of guests expected to visit our facility during the residency less those predicted to pay for overnight lodging. 1 I . Paid Lodging Nights: Total estimated number of paid lodging nights. One lodging night = one or more persons occupying one room for one night. Predicted: 15 Method: direct count____, indirect count representative survey____, informal survey_____, structured estimate ✓ , other------------, N/A Please explain: Based on 30-40 guests traveling over 50 miles to attend, including guests from British Columbia. Additional Notes: Please provide any additional information regarding the impact of the festival, events, or tourism -related facility using lodging tax funds: We feel this 5-day residency provides a unique opportunity to welcome new guests to our Center and the City of Edmonds. Marketing efforts have begun as part of our season promotion — and we anticipate additional outreach through print, radio and social media to build, beginning in January 20 / 8. Submitted by: Karen Crowley Date: December 11, 2017 E-mail: Karen@ec4arts.org Phone #: 425-275-9485