KATHERINE KERTZMAN

President and CEO Seattle Southside

Regional Tourism Authority

“Visitor spending does not just affect businesses within traditional hospitality industries, its impact spreads much farther.”

Domestic Visitors Spending in King County $5.7B in 2018. 35.4% Lodging $2B 27.5% Food & Beverage $1.6B 14.7% Retail $0.8B 11.6% Recreation (Attractions, Sporting Events, Arts & Culture) $0.7B 10.9% Local Transportation $0.6B

*Research funded by Seattle / King County

RTA Facts and Figures

• Over 4 Million overnight visitors stayed in Seattle Southside.

• $79.2 Million was generated in state and local taxes in Seattle Southside.

• $771 Million in travel spending was generated in Seattle Southside.

• $230.2 Million in earnings in Seattle Southside

*Excerpted from Dean Runyan Travel Impact Research 2018

RTA Facts and Figures

• $291 Million in visitor spending can be directly attributed to the RTA's tourism promotion efforts.

• According to our conversion study, travelers the RTA interacts with stay longer and spend more: 3.54 nights and $1,007 per visit.

• The RTA sales team met with 394 planners around the country generating 11,329 booked rooms.

• ROI Over $1 : $40 for the past 5 years.

*Excerpted from Seattle Southside Regional Tourism Authority 2018 Annual Report

COVID-19: Hotel Industry Impact STR Weekly Webinar

COVID-19: Hotel Industry Impact STR Weekly Webinar

COVID-19: Hotel Industry Impact STR Weekly Webinar

Eleven Convention Hotels in King County

Weekly Occ (%) - Feb 15, 2020 to May 02, 2020

0

23

45

68

90

15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr 2-May

This Year Last Year

Eleven Convention Hotels in King County

Weekly ADR - Feb 15, 2020 to May 02, 2020

110

143

175

208

240

15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr 2-May

This Year Last Year

DoubleTree by Hilton Hotel Seattle Airport - SeaTac

Embassy Suites Seattle-Tacoma International Airport – Tukwila

Quality Inn Sea-Tac Airport - SeaTac

Motel 6 Seattle Airport - SeaTac

Motel 6 Seattle Sea-Tac Airport South - SeaTac

Motel 6 Seattle South - SeaTac

Four Points by Sheraton Seattle Airport South – Des Moines

Temporary Hotel Closures:Seattle Southside

*Excerpted Smith Travel Research Weekly

Seattle Southside

Weekly Occ (%) - Feb 15, 2020 to May 02, 2020

20

38

55

73

90

15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr 2-May

This Year Last Year

Seattle Southside

*Excerpted Smith Travel Research Weekly

Weekly ADR - Feb 15, 2020 to May 02, 2020

65

84

103

121

140

15-Feb 22-Feb 29-Feb 7-Mar 14-Mar 21-Mar 28-Mar 4-Apr 11-Apr 18-Apr 25-Apr 2-May

This Year Last Year

“April unemployment rose to a record 14.5% and payrolls dropped by an unprecedented $20.5 million...”

Wall Street Journal May 8, 2020

Prepare for a New Normal

The RTA plans to deploy a tourism recovery strategy immediately following the bans being lifted in order to rebuild business and economic impact as soon as possible.

Immediate Reaction

Mitigate Business Loss

Build Brand Affinity

Business Recovery

We are here

COVID-19 RESPONSE STEPS

Ensure messaging is appropriate and media reflects behaviors. Mid March

Attract travelers to our area and partners when responsible re-entry begins. Q4 - 2021

Stay present with relevant messages to our community, prepare for recovery. Q3

Communicate business opportunities and support partners. March - May

IMMEDIATE REACTION

SEATTLE SOUTHSIDE

1. Suspended all marketing campaigns 2. Suspend all travel 3. Sales pivot 4. Focused on partner communications 5. Closed physical Visitor Center

Immediate Reaction

SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE

MITIGATE BUSINESS LOSS

SEATTLE SOUTHSIDE

1. Reinvent social media and communications outreach

2. Focus online travel industry course 3. Updated website content 4. Tools for partners 5. Planner relationships 6. Focus on Regional Expert Program

Strategies & Actions

SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE

BUILD BRAND AFFINITY Phase 1

SEATTLE SOUTHSIDE

Build foundational elements in preparation for Business Recovery.

Strategies & ActionsPhase 1

SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE

Advertise with messaging around unity and support of community.

Strategies & Actions Phase 1

SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE

“Bring Meetings Back to Seattle Southside”

Strategies & ActionsPhase 1

SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE

BUSINESS RECOVERY

Phase 2

SEATTLE SOUTHSIDE

Highly-visible campaigns that bring visitors and groups to Seattle Southside.

Strategies & ActionsPhase 2

SEATTLE SOUTHSIDE

• Engage with partners for development feedback

• Incorporate content partners for added reach and budget efficiency

• Strong media plan for high visibility • Fully-integrated across all channels • Leverage assets such as 2019 video

SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE

Strategies & ActionsPhase 2

• Seattle’s Backyard as continued theme, represented through a new look and visual direction

• Virtual Seattle Southside experiences to pique interest and desire to travel to Seattle Southside

• Emphasize safety

SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE

Strategies & ActionsPhase 2

• Groups focused messaging through dedicated emails, third-party association promotions, digital and social media

• Develop additional video content • Organize destination experiential

familiarization tours

SEATTLE SOUTHSIDE SEATTLE SOUTHSIDE

Strategies & ActionsPhase 2

SeattleSouthside.com/Partners/Coronavirus-Resources/

SEATTLE SOUTHSIDE

THANK YOU.

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