Bainbridge Island Tourism Alliance - City of Bainbridge Island

CITY OF BAINBRIDGE ISLAND
2012 LODGING/TOURISM FUND APPLICATION
PROPOSAL COVER SHEET
Project Name: Bainbridge Island Tourism Alliance: Phase IV Destination Marketing Campaign
Name of Organization: Bainbridge Island Chamber of Commerce
Is Organization a 501(c)3 or (c)6? Yes 501(c)(6) Tax ID#: 91-0653393
Primary Contact: Andrea Mackin on behalf of B I Chamber of Commerce
Secondary Contacts: Marian Holt McLain
Mailing Address: 395 Winslow Way E., Bainbridge Island, WA 98110
Day phone: #206-842-3700 (Chamber) Cell phone: Andrea Mackin #206-605-0710
Number of pages in proposal: 16 + letters of support
Email(s): andiemackin@gmail.com, mholtmclain@msn.com
Under the definition of “tourism promotion”, which of the following does your proposal
include? Please mark all that apply and how much is requested in each category:
√ Funding Category Dollar Amount
Advertising, publicizing or otherwise distributing information for the
purpose of attracting and welcoming tourists
$12,000
Developing strategies to expand tourism $22,000
Operating tourism promotion agencies
Marketing and operations of special festivals or events $ 3,000
Acquisition, operation or improvement of a tourism-related facility
If the proposal requests funds for acquisition, operation or improvement of a tourism-related
facility, please indicate the legal owner of that facility: N/A
Is the applicant partnering with other organizations in this proposal?
No X Yes – please identify the partner(s) and briefly describe their involvement:
( See next page for description of partner organizations )
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Partner organizations:
By definition, the Bainbridge Island Tourism Alliance is a collective of three community
agencies:
§ Bainbridge Island Chamber of Commerce
§ Bainbridge Island Downtown Association
§ Bainbridge Island Lodging Association, and
§ Bainbridge Island Arts & Humanities (one of the original members who will rejoin the
Alliance in 2012)
In addition, the 2012 proposal serves to establish new partners and strengthen existing
relationships representing distinct service areas in the community who are positioned to
become increasingly important visitor destinations. Including:
§ Lynwood Center
§ Rolling Bay
§ Coppertop / Sportsman Business Park
§ Bainbridge island Japanese Exclusion Memorial
§ Friends of the Farm properties
§ Bainbridge Island Farmers’ Market
§ Bloedel Reserve
§ Bainbridge Island Historical Museum
§ Eagle Harbor waterfront and Island beaches
§ Kids Discovery Museum
§ Bainbridge Island Museum of Art
§ IslandWood
Has the applicant received funding from the Lodging Tax (Civic Improvement) Fund within the
last five years? No X Yes If yes, note the year and project name:
Answer:
2011 Bainbridge Island Tourism Alliance : Phase III
Funded: $12,000
2010 Bainbridge Island Tourism Alliance
Funded: $39,940
2009 Bainbridge Island Tourism Alliance
Funded: $60,000
2008 Bainbridge Island Tourism Alliance
Funded: $35,000
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LODGING /TOURISM FUND
APPLICATION CHECKLIST
Please provide the following information in the order listed. Incomplete applications may not
be reviewed for funding.
X Completed Cover Sheet
Applicant Information
Please respond to each of these questions in the space and format provided. If the proposal
includes multiple partners please include the requested information for each.
1. Describe the applicant organization’s mission, history and areas of expertise. Describe
the applicant’s experience in tourism promotion on Bainbridge Island and its demonstrated
ability to complete the proposed project.
The Alliance now prepares to enter its fifth year with a strong brand and successful track
record of adressing multiple aspects of Bainbridge Island’s destination tourism market, and
creating strategic activities and materials designed to continue to expand the visibility and
effectiveness of the get away to it all / visitbainbridge.com brand.
Currently, each of the active Alliance partners (B I Chamber of Commerce, B I Downtown
Association, and B I Lodging Association) are engaged in successful tourism related marketing
activities, each with a unique focus on creating an enhanced visitor experience and through
the Alliance continue to work collaboratively to promote and increase destination tourism to
Bainbridge Island.
Specific partner programs include the following:
§ Bainbridge Island Chamber of Commerce is a 501 (c)(6) non-profit corporation
providing an array of services to its 860+ members and the community at large.
The Chamber runs the official Visitor Information center for the Island, and works
collaboratively with most Island organizations to help promote and support their
events. The Grand Old Fourth of July, Oktoberfest, Sportsman Park Family Fun Fair,
and the Chamber’s tourist information kiosk at the Bainbridge Island Ferry Terminal
all represent the Chamber’s successful execution of year-round tourism related
efforts and support.
§ The Bainbridge Island Downtown Association (BIDA) is a 501 (c)(3) non-profit
organization, and a designated Main Street organization under the National Trust for
Historic Preservation, one of only 11 in the state of Washington. BIDA works to support
and expand the economic vitality of the island’s commercial core, downtown Winslow,
through a variety of efforts and activities including the Girls’ Night Out, Movies in the
Park, Holidays Downtown, and production of the annual downtown Walkabout Guide
which is distributed to over 270 locations around the Seattle metropolitan area.
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§ The Bainbridge Island Lodging Association (BILA) promotes a variety of lodging options
including cottages, bed & breakfasts, hotels, motels, vacation rentals, and private
retreats, as well as promoting events and attractions island-wide. BILA produces and
distributes rack cards and has an active website, which offers instant updates on
availability and contact information for lodging and accommodations. The Association
is an all-volunteer organization and collects statistics on overnight stays.
§ Bainbridge Island Arts & Humanities Council, a member in the Tourism Alliance in the
past, will rejoin the Alliance in 2012.
Collectively, the Tourism Alliance has worked since early 2008 toward the development and
implementation of a visitor and destination tourism strategy. Tourism veterans Marian McLain
and Fred Burrow were hired by the Alliance in its first year to research tourism efforts on
Bainbridge Island and in 20 West Coast communities. By convening community focus group s
on the topic of tourism development, they were able to provide a one-year initial strategy to
begin an effective long-range tourism strategy on Bainbridge Island.
The strategic marketing plan identified three critical areas of need: A distinct Bainbridge
Island tourism brand, a visitor portal web site with links to all other tourism stakeholders
(including the four participating agencies comprising the Alliance), and a printed all-island
tourism brochure designed to promote a variety of offerings around Bainbridge Island.
2010 saw the completion, delivery, and distribution of the branded Bainbridge Getaway To It
All brochure, and the continuation of the web site, which was launched in late 2009. Initial
destination marketing efforts intended to drive traffic to the web site including pay per click
advertising, and digital advertising on the Washington State Ferries were also initiated.
The Alliance, with the Downtown Association as lead agency, completed a project to create
and install a new visitor information display kiosk at the Winslow ferry terminal, partially funded
through a State of WA CTED grant. Another product was a 1-minute promotional web video.
And Alliance members helped to promote two new businesses – Kitsap Tours and Bainbridge
Island Scooter – that brought new Island transportation options to walk-on ferry visitors.
in January of 2011 the Alliance members hosted a “Tourism Stakeholders” meeting to bring
together all businesses and organizations involved in the local tourism economy including:
§ Best Western PLUS
§ Bloedel Reserve
§ B I Art Museum
§ Bainbridge Bakers
§ Winery Alliance of Bainbridge Island
§ Arts & Humanities
§ Farmers’ Market and Global Source Education
§ Bainbridge Travel
§ Local Harvest Restaurant
§ Kitsap Visitor and Convention Bureau
§ Trans 4 Media (WSF advertising partner)
§ KOMO-TV
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Additional goals and objectives accomplished by the Alliance’s 2011 LTAC award included:
§ Web Site
Significant progress on the “visitbainbridge.com” occurred, as the Tourism Alliance
web site moved into a maintenance phase. New content was added as news stories,
and content related to TA activities appeared in local and regional press. Partners were
encouraged to reinforce their own websites by linking to the TA website in order to
optimize web searches.
§ Print Advertising/ Media Presence
Partnerships with our stakeholders (see February 2011 SEATTLE Magazine co-op ad with
Bloedel Reserve and Best Western Bainbridge Island Suites) gained the Alliance’s get
away to it all brand regional exposure in 2011. Additional print advertising funded by
the Bainbridge Island Chamber of Commerce provided reinforcement for the brand via
SUNSET Magazine, SEATTLE Magazine, TravelHost, and several other regional travel
publications.
§ Digital Advertising
Trans4media
The Tourism Alliance’s partnership with T4media, providers of digital advertising to the
Washington State Ferries on-board digital media, continued in 2011. Digital advertising
on the WSF Seattle run enhanced the existing marketing efforts by providing 42,000
impressions per month – many to destination visitors. Images from the TA’s ongoing
“get away to it all” print campaign in partnership with the B I Chamber of Commerce
were shown throughout the year on the Bainbridge Island – Seattle routes, including
screens operated in the Coleman Dock ferry terminal and newly installed screens onisland
at the Bainbridge Island ferry terminal, and front window of the Chamber of
Commerce.
§ Seattle CVB – Metronatural
The Tourism Alliance participated in a 7-month long on-line digital campaign through
the Seattle Convention and Visitors Bureau’s visitseattle.org website via “button” ads
that appeared on a pre-selected series of destination pages. The campaign was
designed to provide a total of 28,000 impressions (appearances of the button ads)
during the time period from April 1, 2011 – October 31, 2011. Tracking of monthly web
stats shows delivery and response from viewers, including click-through rate for different
locations where the ads appeared. (See attached web stats).
§ KOMO TV- Fisher Broadcasting Partnership
Weather related delays coupled with access issues due to the Winslow Way
Reconstruction work in downtown Winslow postponed filming until late summer of 2011.
The initial two and a-half day shoot covered a wide variety of island locations including
Farmers Market, the Japanese Memorial, Historic Lynwood Center, Fay Bainbridge State
Park, downtown Winslow, the Marina district, and several private farms including Day
Road’s Laughing Crow Farm and Sweetlife Farm. Additional video was shot in a followup
session. The 2011 video / advertising campaign ran post-summer, and continued to
run through the shoulder season, beginning in October. (See attached commercial
schedule). This on-air campaign provided broader reach throughout the greater Seattle
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and East Side market, and allowed the Alliance to benefit from KOMO’s work with
partner organizations to double the investment of the Alliance and multiply the impact
of the television campaign.
Other Alliance Highlights in 2011 that met program goals included two high-profile
achievements:
§ Partner, Kitsap Visitors and Convention Bureau 2011 Kitsap Tourism Roundtable
The Alliance brought a 10-person contingent representing a variety of lodging,
recreation, and retailers to the Kitsap Tourism Roundtable held by Kitsap VCB.
§ Selection as NORTHWEST MEETINGS+EVENTS’ 2011 Best Island Getaway
Destination marketing efforts garnered the Alliance the Editor’s Choice Award from
Northwest Meetings + Events (a partner publication from SEATTLE Magazine) as the Best
Island Getaway for 2011.
2. If any projects previously funded through the Lodging Tax (Civic Improvement) Fund
were not completed and/or if reports were not submitted to the City as requested, please
explain.
Some scheduled deliverables were subject to project delays due to turnover in several
of the partner organization’s Executive Director positions. Deliverables have been received
and all funds obligated to date have been accounted for.
Project Information
Provide a description of the proposed project, addressing each of the stated criteria in the
order below:
3. Identify the project’s main objectives and how they will be achieved. Be as specific as
possible about proposed services, quantities, tourism market, distribution method and costs –
or about the facility capital and operating costs to be funded.
PRELIMINARY FUNDING REQUEST FOR 2012
The 2012 Tourism Alliance funding request is designed to meet two criteria critical to the
continued development and expansion of strategic destination tourism efforts.
§ PART #1: Continued expansion of destination marketing through existing channels, and
§ PART #2: Development of a new vision for the Tourism Alliance addressing the growth in
visitor resources and destinations on Bainbridge Island
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PART #1. CONTINUED DESTINATION MARKETING $12,000
In the coming year, the Alliance will expand the campaign’s regional reach through a highly
targeted regional media campaign, leveraging the resources of their media partner, Fisher
Broadcasting, to multiply the return on investment through partnerships and local sponsorships.
The following :15 second, :30 second, and long-form 3 minute destination marketing videos
were produced by KOMO-TV for the Bainbridge Island Tourism Alliance in 2011 and are the
property of all Alliance stakeholders for use on individual stakeholder websites and other
promotional venues.
KPS_Bainbridge FULL
http://vimeo.com/30450117
password: bainbridgefull
Bainbridge Spot :30
http://vimeo.com/29696517
password: bispot30
Bainbridge Spot :15
http://vimeo.com/29696554
password: bispot15
The 2012 proposal will leverage a continuation of shoulder season (mid Feb-mid April / mid
October – mid December) advertising campaign utilizing KOMO-TV and KOMOnews.com to
reach expanded audience of local and regional destination market.
The Alliance’s unique partnership with Fisher Communications (KOMO-TV, KOMONews.com)
offers a strategic vehicle that allows us to reach a unique audience, which is prequalified as
key destination travel consumers. 60% of KOMO’s audience is age 25-54, and is affluent with
57% above $150,000 average household income.
A combined strategy of on-line and Television will leverage the 2010-11 funded video
campaign and allow the Alliance to continue to brand the visitbainbridge.com message.
ON-LINE: KOMONews.com as a local media site is in the top three in the market.
KOMONews.com has an audience of 2 million on-line users each month, with more than 19
million page views monthly.
Proposed online media buy
Website Placement Dates Impressions Investment
KOMONews.com Home Page Video Banner Feb-April 300,000 $1,500
KOMONews.com Home Page Video Banner Oct-Dec 300,000 $1,500
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Total $3,000

ON AIR: KOMO-TV and KOMO.2 will use provide 4-6 weeks total of messages with paid
schedule focusing on end of week. (See attached media schedule) 2012 on air campaign will
focus on a heavy Mar/April OR Oct/Nov shoulder season time frame. KOMO-TV will provide
additional unpaid spots as inventory allows (station support match).
Proposed on air media buy
15’s 30’s
• M-Sun 5-9a KOMO 4 News/Good Morning America 10x
• M-Fri 9a-4p Regis/View/The Doctors/Soaps/Dr. Oz 8x 6x
• M-Su 4-7p KOMO 4 News 6x 4x
• M-Su 11a/p KOMO 4 News/Dr. Oz/MGM Movies 35x 35x
• M-Su 5a-1a KOMO 4 station support match * 35x 35x
---- ----
Total Messages 94x 81x
Total impressions in Western Washington Avg Frequency Msg is seen
Households 6,231,200 5.1x
Adults 35-64 4,345,800 4.5x
Adults 25+ 7,399,800 4.5x
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Total $9,000
The ongoing media partnership with Fisher Broadcasting and KOMO-TV, KOMONews.com is
intended to be a pilot partnership that will allow Fisher to expand their reach into the Kitsap
Peninsula and Olympic Peninsula destination markets. The Alliance will work with Kitsap
Peninsula VCB in 2012 to extend the partnership into adjacent Kitsap Peninsula communities
and brand Bainbridge Island as the gateway market to further destination travel in Western
Washington.
The partnership initiated with Patty Graf-Hoke through the 2011 Destination Kitsap Peninsula
Tourism Roundtable will allow the Alliance to leverage existing destination marketing efforts
with the Kitsap VCB’s website and regional efforts for greater overall effectiveness.
Total Requested Allocation for combined on-line and Television media $12,000*
* The proposed partnership with KOMO and Fisher will provide a double-the investment return
as KOMO seeks additional funds from corporate sponsors, and commercial partners to extend
the reach and return on our investment. The Alliance will continue to work with KOMO to add
Bainbridge Island to their current “Neighborhoods” page and news.

PART #2. DEVELOPING A NEW VISION FOR THE TOURISM ALLIANCE $25,000
During past two years our local economy has evolved considerably. As projects that had been
mothballed during the recession are beginning to come back to life, destination tourism
opportunities are taking on new dimensions, as well. New neighborhood-based attractions
are emerging, complete with small conference facilities, restaurants, and retail that will
expand the variety of options for day and overnight visitors. These inter-island destinations will
require a coordinated, flexible destination marketing strategy that addresses existing issues
such as transportation, and lodging, and creates a cohesive strategy for adapting existing
tactics to emerging needs.
The Tourism Alliance by definition is intended to provide a central clearinghouse for a wide
variety of stakeholders to coordinate efforts, address gaps in service, and recognize the
benefits of well-coordinated, joint destination marketing strategies.
Additionally, Island service centers are developing their own unique character and attracting
specific visitors. Areas currently identified in need of immediate consideration include:
§ Lynwood Center - new event center at Lynwood will create more lodging & meetings,
conferences, weddings, events
§ Rolling Bay - Bay Hay & Feed is doubling their retail area)
§ Coppertop / Sportsman Business Park - Bainbridge Organic Distillers, Bottlehead
Brewery, Storyville Coffee expansion, new deli
§ Bainbridge island Japanese Exclusion Memorial (increase in Japanese tourism)
§ Friends of the Farm properties - Johnson Farm, Morales Farm, Day Rd., Suyematsu, and
increasing popularity of Agri-tourism
§ Eagle Harbor waterfront and Island beaches
§ Gateway and Bainbridge Island Museum of Art
§ Grow Community
§ Proposed Port
§ New coalition emerging to develop Unocal Property into park, outdoor sculpture park,
and visitor welcome center
At the same time, key Island attractions are coming in to their own, requesting assistance and
generating opportunities. These existing destinations with established visitor bases need to be
included in a coordinated effort in order to leverage already successful marketing strategies,
and avoid duplication:
§ Bloedel Reserve – new open visitor policies, addition of rental venue
§ Bainbridge Island Historical Museum – heritage tourism
§ Kids Discovery Museum
§ IslandWood – open rental venue including weddings, conferences
§ Farmers’ Market
§ Downtown Winslow Shops & Restaurants – high profile chefs, locally sourced menus
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§ Marina district
§ Island Wineries and tasting rooms
§ Japanese tourism is expanding due to BIJEM bringing new transportation needs
Members of the Tourism Alliance have expressed a desire to have a more comprehensive
review of emerging needs and opportunities. The stakeholders want a consensus building
process that includes assessment of tourism transportation needs, coordinated signage and
way-finding, potential market for conferences/events, and collaborative tourism projects,
reducing the chances for duplication and overlap of efforts.
SOLUTION:
The 2012 Tourism Alliance proposal identifies the need to greatly expand beyond four founding
organizations to include additional stakeholders. The existing stakeholders feel this is a critical
opportunity to take the branding, and strategic plans created by LTAC funding over the past 4
years forward.
Therefor, the Alliance encourages funding a part-time (.5 FTE) dedicated tourism professional
to lead the establishment of a renewed, more representative, and active coalition.
HALF-TIME ALLIANCE COORDINATOR /TOURISM PROFESSIONAL Total $22,000
Engaging Travel and Niche Magazine Writers Total $3,000
Alliance representative would coordinate the invitation of six target national publications to
send a writer to Bainbridge Island for individual and customized tours – including overnight
accommodations, meals, guided tours, and one-on-one designed to produce long-term,
feature articles in key market publications.
Target markets to include:
• Field & Stream – tour Sage, meet local fish guides, ornithologist
• Wine
• Agriculture
• Bicycling
• Canoe/Kayaks
• Boaters
• Chicken Coops
• Japanese Tourists
• Gardens
• History / Heritage tourism
• The Arts
Total Requested Allocation for combined on-line and Television media $25,000
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4. Based on the stated selection criteria, describe specific measurable outcomes
anticipated from this project:
A. Expected impact in increased tourism -- including actual or estimated number of tourists
at your event/facility last year and estimates for 2012;
The Tourism Alliance anticipates that implementation of these tools and strategies
including a comprehensive, targeted media campaign will not only increase
destination tourism to Bainbridge Island, and particularly overnight stays, but will provide
us with key information that will allow us to continue to refine our strategies. We know
that a growing percentage of all tourism decisions are made via the web. We also know
that in similar customer situations, visitors and tourists spend more per capita than
residents.
B. Expected impact in increased overnight stays -- including actual or estimated numbers
of tourists who will stay overnight in Bainbridge lodging establishments in 2012 as a result
of proposed activities, including basis for estimates;
Bainbridge Island Lodging Assn. estimates 16,200 projected 2011 room/nights, which
represents a 20% increase over last year.
www.visitbainbridge.com web stats for Jan 1, 2011 – August 30, 2010
1,152 Total Visits on Alliance web site
11,846 Page views
132 pages were viewed a total of 11,846 times
The highest number were for the landing page Bainbridge Island - Get Away to it All-
Lodging, Shopping, Food and Wine (2,429)
Those were followed closely by searches for Lodging Lodging – Bainbridge - a wide
variety of outstanding places to stay. -Lodging (1,079)
Bainbridge Island Attractions -Winslow: miles from ordinary (833), and
Food and Wine Bainbridge Island -Get a taste of island life. - Food (712)
C. Expected impact on enhancing tourist facilities or infrastructure;
Not directly applicable for 2012, but Alliance’s expansion will provide valuable support
for destination attractions in emerging neighborhoods including Lynwood Center, Rolling
Bay, Gateway and the site of the Bainbridge Island Japanese Exclusion Memorial.
D. Projected economic impact on Bainbridge Island businesses, facilities, events and
amenities (helpful data may be found on the Washington State Department of
Commerce website at www.commerce.wa.gov);
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According to the Washington State Department of Commerce’s 2009 Why Tourism
Matters study, Tourism is a $15.2 billion industry that supports nearly 144,000 jobs,
contributes nearly $1 billion in local and state tax revenues and ranks fourth in Gross
Domestic Product (GDP) produced in Washington.
Visitors from other states generated an additional $235 of tax revenue for each
Washington household. Local in-state residents generated an additional $140 of tax
revenue per household. Locally, the Bainbridge Island Chamber of Commerce tracked
35,944 non-local visitors (tourists), and 915 local visitors ("local visitors" are people from
Bainbridge or NK that come into the office expressly for the VIC - looking for maps,
brochures, information, wedding info, lodging for out of town guests, etc.) for the period
between January 1, 2011 – September 30, 2011.
Simple math says if every one of those visitors spent a minimum of $50 while they were
here, 35,944 visitors x $50 = $ 1.79M into our local economy. Add dinner and an
overnight stay and the value to our island economy becomes very apparent.
E. Partnerships with other groups or businesses in the proposed project – including efforts to
minimize duplication of services where appropriate and encourage cooperative
marketing;
§
§ Best Western PLUS
§ Bloedel Reserve
§ B I Art Museum
§ B I Historical Museum
§ Eagle Harbor Book Co.
§ Back of Beyond and Exotic Aquatics
§ Friends of the Farm
§ Sustainable Bainbridge
§ Bainbridge Bakers
§ Coppertop / Sportsman Business Park
§ Kids Discovery Museum
§ Rolling Bay
§ Harbor Pub & Pegasus / the Marina
§ Winery Alliance of Bainbridge Island
§ Arts & Humanities
§ Farmers’ Market and Global Source Education
§ Bainbridge Travel
§ Local Harvest Restaurant
§ Kitsap Visitor and Convention Bureau
§ Trans 4 Media (WSF advertising partner)
§ KOMO-TV
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F. Project feasibility including cost-effectiveness, applicants’ demonstrated history of
success, and assessment of the project’s ability to meet permitting requirements, if
applicable;
Phase IV of the Tourism Alliance is a responsible, responsive, and realistic solution to the
expanding need for strategic destination marketing that meets a variety of individual
tourism-related businesses and interests on the Island. The previously funded activities
and assessments for the Tourism Alliance demonstrate the capabilities of the Alliance to
interpret destination marketing efforts that are both appropriate and respectful of our
island lifestyle.
G. Plan to measure the project’s impact on increasing tourism, increasing overnight stays,
and/or enhancing tourist facilities and/or infrastructure;
The Tourism Alliance’s dedicated website, Bainbridge-GetAwayToItAll.com , has the
ability to track site visits and ‘click through’ by consumer interest. Web stats give us the
data that supports number of unique visits per month, pages visited, and resulting
destination information optioned through the website. In addition, specific reservations
accessed via the website’s portals and links to the Lodging Association and individual
members provides additional confirmation of direct ‘heads in beds’ results.
H. Project’s potential to draw visitors to the Island and increase overnight stays during the
off-season; and
HiGH.
I. Indicate whether or not Hotel/Motel Tax funds will be matched with other funding
sources or non-monetary resources such as volunteer hours, and if so, please specify.
The four partner organizations comprising the Tourism Alliance are committed to
working together in a collaborative nature to quadruple the efficiency and efforts of the
Alliance. In addition, the Alliance will work to leverage additional resources offered by
the Island businesses, volunteers, hotels, restaurants, cultural organizations, and
planners. The media partnership with KOMO TV and Fisher Broadcasting will be
DOUBLED (at least) by additional partners and sponsors who will increase the funding
base for the media campaign.
The Bainbridge Island Chamber of Commerce currently houses the island’s Visitor
Information Center(s) and may provide additional funds to match destination marketing
efforts, as well as the budget for a dedicated part-time Tourism staff person to head up
the Alliance’s activities.
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Project Timeline and Budget
5. Provide a project timeline that identifies major milestones.
Q1 (Jan – Mar) 2011
First Quarter Activities:
In order to engage the expanding group of stakeholders participating in destination
tourism activities, the Tourism Alliance will plan to hold a first quarter Stakeholders
meetings and include 20+ Key Stakeholders from different constituencies on the island
including wineries, the arts, restaurants, retail, lodging, special events, the harbor,
ferries, sports, parks, agritourism, and Bloedel Reserve.
The goal will be to weave stakeholder interest into coordinated efforts under the
Alliance umbrella to promote tourism on Bainbridge Island, using and refining the
website as a portal, and create working groups who can pool their efforts.
Q2 (April – June) 2011
Second Quarter Activities:
On-air campaign. Goal is to add to this budget via additional underwriters, supporters,
and partnerships. Video campaign which originally aired in Fall of 2011 will be repeated
in either the late Winter or Fall shoulder season to encourage off-season visitor traffic.
The goal of our media campaign will be to bring attention to the Island’s destination
interests during the shoulder seasons, starting in late Feb –March – mid April 2012. (BILA
web stats indicate that there is typically an increase in visits to their site beginning in
March.) OR run in the early to mid-Fall months of mid-October – November- mid
December to encourage regional holiday visitors.
Continued development of partnerships and further identification of collaborative
destination marketing efforts that will support and benefit various neighborhood
centered attractions. Goal will be to develop a hub for group advertising, promotion,
and media connections for destination resources island wide.
Planning for writers’ visits, schedule throughout spring, summer and fall to compliment
individual stakeholders and target markets.
Q3 – Q4
Third - Fourth Quarter Activities:
Marketing and partnership efforts to continue, including promotional activities with local
and regional concierge, meeting planners, and VCB’s.
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6. Include a detailed budget for the proposed project itemizing expenses and income.
Include the amount requested from the Lodging Tax Fund and identify other sources of
funding anticipated or obtained, including in-kind contributions necessary to complete the
project.
PART # 1 : Combined on-line and Television media $12,000*
Proposed online media buy
Website Placement Dates Impressions Investment
KOMONews.com Home Page Video Banner Feb-April 300,000 $1,500
KOMONews.com Home Page Video Banner Oct-Dec 300,000 $1,500
15
Total $ 3,000
ON AIR: KOMO-TV and KOMO.2 will use provide 4-6 weeks total of messages with paid
schedule focusing on end of week. (See attached media schedule) 2012 on air campaign will
focus on a heavy Mar/April OR Oct/Nov shoulder season time frame. KOMO-TV will provide
additional unpaid spots as inventory allows (station support match).
Proposed on air media buy
15’s 30’s
• M-Sun 5-9a KOMO 4 News/Good Morning America 10x
• M-Fri 9a-4p Regis/View/The Doctors/Soaps/Dr. Oz 8x 6x
• M-Su 4-7p KOMO 4 News 6x 4x
• M-Su 11a/p KOMO 4 News/Dr. Oz/MGM Movies 35x 35x
• M-Su 5a-1a KOMO 4 station support match * 35x 35x
---- ----
Total Messages 94x 81x
Total $ 9,000
PART # 2. DEVELOPING A NEW VISION FOR THE TOURISM ALLIANCE $25,000
HALF-TIME ALLIANCE COORDINATOR /TOURISM PROFESSIONAL
Part-time Tourism professional 1000 hours x $20 / hr. $20,000
Supplies, cards, materials budget $ 2,000
ENGAGING TRAVEL WRITERS & NICHE PUBLICATIONS
Total $ 22,000
6 visits x $500/visit (Travel, lodging, meals, entertainment) $ 3,000
Total $ 3,000

7. Provide a copy of your organization’s 2011 budget summary showing overall revenues
and expenses.
SEE ATTACHED
Supporting Documents
Letters of Partnership – Include letters from any partnering organizations committing to joint
sponsorship of the application and specifying their intended activities.
SEE FOLLOWING LETTERS FROM PARTNER ORGANIZATIONS:
§ Bainbridge Island Arts & Humanities Council
§ Bainbridge Island Downtown Association
§ Bainbridge island Lodging Association
§ Bainbridge Island Chamber of Commerce
§ Lynwood Center – The Treehouse Café
§ Bloedel Reserve
§ The Eagle Harbor Inn
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3:15 PM Bainbridge Island Chamber of Commerce
10/11/11 Profit & Loss
Accrual Basis January 1 through October 15, 2011
Jan 1 - Oct 15, 11
Ordinary Income/Expense
Income
300 · Information Centers
301 · Hotel/Motel Funding
301E · Bainbridge Tourism Alliance 10,030.00
Total 301 · Hotel/Motel Funding 10,030.00
Total 300 · Information Centers 10,030.00
Total Income 10,030.00
Gross Profit 10,030.00
Expense
79 · Travel
840 · Trade Shows ic 24.00
Total 79 · Travel 24.00
80 · Supplies
811 · Supplies ic 5.86
Total 80 · Supplies 5.86
839 · Bainbridge Tourism Alliance Exp
839B · Tourism Advertising & Promotion 682.95
839C · Project Admin 130.02
839D · Ambassador Program 86.06
Total 839 · Bainbridge Tourism Alliance Exp 899.03
88 · Advertising
823 · Advertising ic
823j · 823J Alliance 14,600.00
Total 823 · Advertising ic 14,600.00
Total 88 · Advertising 14,600.00
91 · Payroll
6560IC · Information Center Staff
wages 552.75
Page 1

3:15 PM Bainbridge Island Chamber of Commerce
10/11/11 Profit & Loss
Accrual Basis January 1 through October 15, 2011
Jan 1 - Oct 15, 11
Total 6560IC · Information Center Staff 552.75
91 · Payroll - Other 45.26
Total 91 · Payroll 598.01
Total Expense 16,126.90
Net Ordinary Income -6,096.90
Net Income -6,096.90
Page 2

Bainbridge Island Tourism Alliance
2010 Google Analytics and Google Adwords
AdWords Begin AdWords End
Jan Feb Mar Apr May Jun Jul Aug Sep YTD Oct Nov Dec Total Adwords Portion
Visits 89 89 120 123 425 1,468 2,260 1,349 1,117 7,040 617 231 235
8,123
978
Page Views 468 335 524 386 1,815 6,210 9,212 5,888 3,893 28,731 2,370 857 1,298 33,256
Page per Visit 5.26 3.76 4.37 3.14 4.27 4.23 4.08 4.36 3.49 4.11 3.84 3.71 5.52 4.16 3.25
Bounce Rate 37.08% 42.70% 37.50% 49.59% 33.18% 36.04% 37.30% 33.43% 44.05% 38.99% 36.95% 0.3766% 0.3787% 32.89% 0.4571%
Avg Time on Site 4:16 3:01 4:33 3:18 2:57 3:08 2:57 3:10 2:29 3:18 2:29 3:20 4:30 3:20 2:05
New Visits 55.06% 68.54% 70.83% 0.80% 84.24% 91.08% 90.04% 90.96% 90.78% 71.37% 91.57% 88.31% 82.98% 75.12% 94.79%
2011 Google Analytics and Google Adwords
Jan Feb Mar Apr May Jun Jul Aug Sep YTD Oct Nov Dec Total Adwords Portion
Visits 333 251 291 316 349 352 442 535 345 3,214
3,214
0
Page Views 1,747 1,149 1,138 1,157 1,437 1,367 1,783 2,194 1,375 13,347
13,347
0
Page per Visit 5.25 4.58 3.91 3.66 4.12 3.88 4.03 4.1 3.99 4.17 4.17 0
Bounce Rate 29.43% 37.85% 42.61% 42.09% 36.10% 36.93% 36.20% 35.70% 34.78% 36.85% 36.85% 0
Avg Time on Site 4:21 3:50 4:07 2:18 2:53 3:31 3:09 3:15 3:16 3:24 3:24 0
New Visits 83.48% 78.88% 77.32% 82.59% 84.81% 91.43% 87.33% 87.10% 0.89% 74.87% 74.87% 0

U.S. TRAVEL ANSWER SHEET
FACTS ABOUT A LEADING AMERICAN INDUSTRY THAT’S MORE THAN JUST FUN
LEISURE TRAVEL
■■ Direct spending on leisure travel by
domestic and international travelers
totaled $526 billion in 2010.
■■ Spending on leisure travel generated
$82 billion in tax revenue.
■■ 3 out of 4 domestic trips taken
are for leisure purposes (77%).
■■ U.S. residents logged 1.5 billion
person‑trips* for leisure purposes
in 2010.
■■ Top leisure travel activities for U.S.
domestic travelers: (1) visiting relatives;
(2) shopping; (3) visiting friends;
(4) rural sightseeing; and (5) beaches.
BUSINESS TRAVEL
(Including Meetings, Events and Incentive)
■■ Direct spending on business travel by
domestic and international travelers,
including expenditures on meetings,
events and incentive programs (ME&I),
totaled $233 billion in 2010.
■■ ME&I travel accounted for $92 billion
of all business travel spending.
■■ U.S. residents logged 448 million
person‑trips* for business purposes
in 2010, with more than one‑third
(35%) for meetings and events.
■■ For every dollar invested in business
travel, businesses benefit from an
average of $12.50 in increased
revenue and $3.80 in new profits
(Oxford Economics).
* Person-trip defined as one person on a trip away from home
overnight in paid accommodations or on a day or overnight
trip to places 50 miles or more [one-way] away from home.
■■ In 2010, international traveler
spending (export receipts) totaled
$134 billion and travel spending
abroad by Americans totaled
$103 billion (travel import payments),
creating a trade surplus of $32 billion
in favor of the U.S.
■■ The U.S. received 59.7 million inter‑
national arrivals in 2010. Of those,
approximately 26.4 million were from
overseas markets and 33.4 million
were from Canada and Mexico.
■■ The United States’ share of total
international arrivals is 6.3%
(down from 7.5% in 2000).
■■ International travel spending directly
supported about 931,000 U.S.
jobs and wages of $24.7 billion.
Direct spending by resident and
international travelers in the U.S. averaged
$2 billion a day, $86.6 million an hour,
$1.4 million a minute and $24,000 a second.
Source: U.S. Travel Association
Note: Direct spending totals do not include international passenger fares
The U.S. Travel Association is the national, non-profit organization representing all components of the travel industry that generates $1.8 trillion in economic output. It is the voice
for the collective interests of the U.S. travel industry and the association’s 1,400 member organizations. U.S. Travel’s mission is to promote and facilitate increased travel to and
within the United States. U.S. Travel is proud to be a partner in travel with American Express®. For more information, visit www.USTravel.org or www.PowerofTravel.org.
1100 New York Avenue, NW, Suite 450 ■ Washington, DC 20005-3934 ■ 1.202.408.8422 ■ email: feedback@USTravel.org ■ www.USTravel.org
Copyright 2011 by the U.S. Travel Association. All Rights Reserved.
SPENDING
TAXES
JOBS
SPENDING
TAXES
JOBS
SPENDING
TAXES
JOBS
U.S. Travel Industry Impact
SOURCES OF TRAVEL SPENDING
FOODSERVICES
PUBLIC TRANSPORTATION
LODGING
AUTO TRANSPORTATION
RECREATION/AMUSEMENT
RETAIL
INTERNATIONAL TRAVEL
■■ Each overseas traveler spends
approximately $4,000 when they
visit the U.S. and stay on average
more than 17 nights.
■■ Overseas arrivals represent
44% of all international arrivals,
yet account for 78% of total
international travel receipts.
■■ Greatest challenges facing
international visitors:
burdensome visa process;
TOTAL:
$758.7 billion
unwelcoming entry experience.
■■ Top leisure travel activities for
overseas visitors: (1) shopping;
(2) dining; (3) city sightseeing;
(4) visiting historical places; and
(5) amusement/theme parks.
$758.7 Billion (Direct) $1.0 Trillion (Indirect & Induced)
BUSINESS TRAVEL (DIRECT)
$232.5 B
$35.9 B
General
Business Travel
$141.0 B
$118 BILLION IN TAXES (DIRECT)
+
Meetings,
Events &
Incentive Travel
$91.5 B
$21.7 B $14.2 B
$1.8 TRILLION GENERATED
7.4 million (direct) 6.8 million (other industries)
2.1 million jobs
1.3 million
jobs
842,000
jobs
+
$83.4 B
$81.4 B
14 MILLION JOBS SUPPORTED
LEISURE TRAVEL (DIRECT)
$81.7 B
$140.0 B
$136.3 B
$129.0 B
$526.1 B
$188.7 B
Source: U.S. Travel Association
TOP 5 INTERNATIONAL
MARKETS TO USA (ARRIVALS)
ORIGIN OF VISITOR 2010
Canada 20.0 million
Mexico 13.4 million
United Kingdom 3.9 million
Japan 3.4 million
Germany 1.7 million
TOP 5 HIGH-GROWTH MARKETS
THRU 2016 (forecasted)
ORIGIN OF VISITOR
5.2 million jobs
Each U.S. household
would pay $1,000
more in taxes without
the tax revenue
generated by
travel and tourism.
= 1 million jobs
ARRIVALS %
CHANGE ’16/’10
China 232%
Korea 200%
Brazil 150%
Russia 139%
India 94%
Source: U.S. Department of Commerce –
Office of Travel and Tourism Industries
www.PowerofTravel.org
BY THE NUMBERS
(all data 2010)
$1.8 trillion: Economic
output generated by domestic
and international visitors
(includes $759 billion in direct
travel expenditures that spurred
an additional $1 trillion in
other industries)
14 million: Jobs supported
by travel expenditures (includes
7.4 million directly in the travel
industry and 6.7 million in
other industries)
$188.3 billion: Wages shared
by American workers directly
employed by travel
$118 billion: Tax revenue
generated by travel spending
for federal, state and
local governments
2.7%: Percentage of nation’s
gross domestic product (GDP)
attributed to travel and tourism
No. 1: Where travel ranks
among all U.S. industry exports
1 out of 9: U.S. jobs that
depend on travel and tourism
No. 5: Where travel ranks
in terms of employment
compared to other major
private industry sectors
99.5%: Percentage of travel
industry firms with 500 or
fewer employees
1.9 billion: Number of persontrips*
that Americans took for
business and leisure purposes
59.7 million: Number of
international arrivals in the U.S.
in 2010, including 26.4 million
from overseas markets
Travel is among the top 10
industries in 48 states and
D.C. in terms of employment
(7/2011)

DATE: October 17, 2011
The Eagle Harbor Inn
A Petit Hotel on Bainbridge Island
TO: City of Bainbridge Island
Lodging Tax Advisory Committee
FROM: Cihan and Bonnie Anisoglu
Owners, The Eagle Harbor Inn
SUBJECT: 2012 Tourism Alliance
We are writing this letter to support the tourism proposal submitted by the
Bainbridge Island Chamber of Commerce on behalf of the Tourism Alliance.
The Eagle Harbor Inn has just completed our seventh year providing
overnight accommodations on the Island. We have witnessed first hand the
variability in travel decisions and the impact of advertising, promotions,
events and visitor services. We sincerely believe that our business – and
others on the Island – are at a pivotal point and that collaborative
approaches are key to the economic viability of tourism for the next decade.
Our Island’s Chamber of Commerce is in the lead for a unique partnership
among local tourism organizations. The Tourism Alliance has provided
strategic guidance to four tourism organizations for several years. It has
established some common “branding” and common advertising. Perhaps
most important, the Tourism Alliance has set the stage for building a much
broader alliance and providing the forum for local businesses, tourism
organizations, and our public service providers to work together on tourism
strategies that build economic viability.
We totally support the organizations submitting this request and encourage
you to recommend this proposal for full funding from lodging tax revenues.
www.TheEagleHarborInn.com
PO Box 10386; 291 Madison Avenue South
(206) 842-1446

October 15,2011
To whom it may concern:
We, at the Bainbridge lsland Lodging Association, are pleased to have been
founding members of the Tourism Alliance. We have fully participated in the Alliance
and its activities.
The Tourism Alliance has a unique place in the culture of the island -- neither the
commercial focus of the Chamber of Commerce nor the downtown Winslow focus of the
Downtown Association, but a gathering of interest groups across island enterprises.
A great deal has been done in forging its path over the last 3 years, and there are
tangible, usable outcomes such as the KOMO ad. Much more can be done. The
Tourism Alliance has needed dedicated staff for quite some time to manage its affairs, to
gather information and coordinate the voices of all the interest groups across the island.
Its future is a useful one.
Regards,
Elizabeth C. Hungerland, President
Bainbridge lsland Lodging Association
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BOARD OF
DIRECTORS
Mike Lewars
President
Andrea Mann
VP of Development
Sandy Rich
VP of Governance
Ted Cozine
Treasurer
Claire Younker Moe
Secretary
Susan Arens
Patricia Bell
Christine Davis
Terry Fuerst
Kristen Lahner
Juliet LeDorze
Fritz Levy
Doug Nathan
Kate Ruffing
Amy Weber
Tina Yentzer
Barbara Sacerdote
Executive Director
October 17, 2011
To Members of the 2011 Lodging Tax Advisory Committee:
Bainbridge Island
ARTS & HUMANITIES COUNCIL
221 Winslow Way West,, Suite 201
Bainbridge Island, WA 98110
Phone 206.842.7901
www.artshum.org
As you evaluate proposals for 2012 Lodging Tax and Tourism funding, please
consider this letter of support for the Bainbridge Island Tourism Alliance. Having
met recently with Andrea Mackin of the Downtown Association and the Tourism
Alliance, I came away extremely impressed with the Alliance’s vision of the
growth of tourism through business and organizational unity. And it is with great
enthusiasm that I tell you that the Arts & Humanities Council hopes to rejoin the
Alliance beginning in calendar year 2012.
Culture, commerce, and tourism are fully intertwined on Bainbridge Island, and the
Arts & Humanities Council serves as a hub for other cultural organizations on
Bainbridge. Through media efforts such as Currents, our online Cultural Calendar,
and our monthly e-newsletter, we help promote others’ events and programs. We
also facilitate monthly Cultural Reps and Directors Forum meetings to help arts
and humanities groups from around the island bolster their effectiveness through
information exchange and shared planning.
Going forward, the Arts & Humanities Council is approaching its role as a cultural
hub with renewed vigor. In particular, we’re developing plans to amplify our
destination marketing efforts, not just to promote our own programs and activities,
but to help achieve the greater community goal of sparking our local economy in
the face of economic challenges at a national and regional level.
Similarly, the Tourism Alliance is poised to help revitalize the island by acting in a
broader central role, to help bring businesses and organizations from a wide variety
of disciplines together with goals that include coordinated marketing strategies and
the development of collaborative approaches to tourism.
These strategies, and this goal of true alliance, are exactly what Bainbridge needs
right now. And by re-establishing our membership in the Alliance, the Arts &
Humanities Council will reinforce our commitment to this island’s vitality in a
tangible, meaningful way. We’ll also establish ties that will help guide our
organization, and our community, into the future.
Sincerely,
Barbara Sacerdote, Executive Director

October 12, 2011
On-air campaign @ $9,000 investment on KOMO TV and KOMO.2
Flight dates: Mar/April 2012. 4-6 weeks total, with additional messaging airing as
inventory allows. Paid schedule focused on end-of-week when appropriate in order to
tighten the frequency.
15’s 30’s
• M-Sun 5-9a KOMO 4 News/Good Morning America 10x
• M-Fri 9a-4p Regis/View/The Doctors/Soaps/Dr. Oz 8x 6x
• M-Su 4-7p KOMO 4 News 6x 4x
• M-Su 11a-11p KOMO 4 News/Dr. Oz/MGM Movies 35x 35x-THIS TV
• M-Su 5a-1a KOMO 4/THIS TV station support match 35x 35x
in best available programming
Total Messages 94x 81x
Total impressions in Western Washington Avg Frequency Msg is seen
Households 6,231,200 5.1x
Adults 35-64 4,345,800 4.5x
Adults 25+ 7,399,800 4.5x
Research: Nielsen Q2 2011 estimates based on 2011 actual ratings delivery for KOMO TV

KOMONews.com – Seattle -Tacoma, WA
Partner with the Best!
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KOMONews.com has an unique audience of 2 Million*
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KOMONews.com as a Local Media site is in the top three in
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The KOMO audience is affluent with 57% above $150,000
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KOMONews.com Home Page Video Banner - Top Position 300X250 February $ 10.00 150,000 $ 1,500.00
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600,000 $ 6,000.00
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Social Engagement Video Banners
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Play any length video directly in banner from an expanding HD player right on
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300X600 Ski & Snowboard Show - Click Link Below:
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728X90 – WA Beef - Click Link Below:
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300X250 Applebees - Click Link Below:
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300X250 – WA Beef Click Link Below:
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Flash Banner
Expands to play
video
Great Take-Over
Position

Fisher Interactive Network
35 Million Monthly Page Views – Fisher Sites
3.4 Million Unique Visitors
*Google Analytics October 2010
Fisher Interactive Network Sites:
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http://www.KATU.com – Portland, OR
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http://www.star1015.com/ - Top Mix Radio in Seattle
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Seattle
KOMONews.com
Seattle Pulp.com
NOIZ Beam.com
KUNSTV.com
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KATU.com
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KEPR.com
FOX
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KLEWTV.com
Bakersfield
BakersfieldNow.com
Boise
KBOI2.com
Dave Hanson | Digital Sales Account Manager | Fisher Interactive Network | 206.404.4257