Title
Update on the Experience Olympia and Beyond 2022 360 Degree Sentiment Survey Results and 2023 Business and Marketing Plan
Recommended Action
Committee Recommendation:
Not referred to a committee.
City Manager Recommendation:
Receive and update on the Experience Olympia and Beyond 2022 360 Degree Sentiment Survey Results and 2023 Business and Marketing Plan. Briefing only; No action requested.
Report
Issue:
Whether to receive a presentation from Experience Olympia and Beyond, also referred to as the Visitor and Convention Bureau, on their findings from recent tourism sentiment survey and related business and marketing plan.
Staff Contact:
Mike Reid, Economic Development Director, Office of Community Vitality, 360.753.8591
Presenter(s):
Annette Pitts, CEO, Experience Olympia and Beyond
Background and Analysis:
Annette Pitts, CEO of Experience Olympia & Beyond, the official destination marketing organization for Thurston County, will present a selection of recent findings from surveys issued to Thurston County residents (both stakeholders and non-stakeholders) and visitors. The presentation will reveal the City of Olympia’s key visitor origin markets for overall visitation and overnight lodging and explain how this data paired with sentiment research laid the foundation for the Experience Olympia & Beyond’s 2023 Business & Marketing Plan, key upcoming campaigns and future projects.
Climate Analysis:
There is not a definitive climate impact associated with the survey results presentation. The survey that is being presented did not include questions or analysis related to climate but exclusively focused on tourist and stakeholder sentiment of our area as a visitor destination. Survey respondents do clearly indicate that the natural environment and waterfront are key assets to our region.
Equity Analysis:
The survey had a specific question concerning tourists that have disabilities. The survey indicated the over 20 percent of the visitor respondents self-reported a disability, the majority of which (14 percent of total respondents) indicated mobility challenges. This is informative as we design and assess the public amenities offered in our community.
Neighborhood/Community Interests (if known):
Tourism and hospitality is a critically important industry cluster for Olympia as well it provides a deep sense of place and community pride. Experience Olympia and Beyond has done an excellent job developing the brand identity for our region. These sentiment survey results will help them continue to development strategies to leverage our strengths. This is critically important as the hospitality and tourism sector as an employer is still in recovery.
For context, in 2020, Thurston County went from having 3,960 hospitality jobs down to 3,240 jobs. As of year-end 2021, jobs rebounded slightly regaining 138 more jobs but still down 582 jobs since 2019. (Year-end jobs numbers for 2022 will likely not be available until June 2023).
Options:
1. Receive the presentation from Experience Olympia and Beyond on the 2022 360 Degree Sentiment Survey Results and 2023 Business and Marketing Plan.
2. Direct staff to reschedule the presentation from Experience Olympia and Beyond on the 2022 360 Degree Sentiment Survey Results and 2023 Business and Marketing Plan.
3. Do not have the presentation from Experience Olympia and Beyond on the 2022 360 Degree Sentiment Survey Results and 2023 Business and Marketing Plan.
Financial Impact:
There is no financial impact associated with this presentation. Experience Olympia and Beyond receives lodging tax funding from the City of Olympia. The 2023 lodging tax contract was awarded at an amount of $148,676.
Attachments:
None