VisitRainier Board Retreat, Summary: October 2008
Greenwater
Attendance: Jeremy Foust, Dee Patterson, Steven Cadematori, Maree Lerchen, PC Dickenson, Mary Kay Nelson and Annalee Tobey. Andrea Brannon, Ellie Worsham and Pam Newlun were excused.
Jeremy reviewed the agenda for the day and explained expected outcomes. He noted we should review who are we and where are we going, as well as the following questions. Are there new marketing segments we want to target? Are we satisfied with who we are targeting and how we are reaching them? Are there disappointments or areas needing more attention? It was mentioned one area that may need additional focus is finding alternative funding or resources.
In general, the board felt VR is on the right track and although the website has given the organization a new effective tool, it does not change the goals or theme; it is simply a new vehicle to help VR arrive at the goal. VR is more than a website, and the website is not the definition of who we are.
One area needing discussion was the current and possible future service area VR represents and the how the service area could be affected by the integration of the byway program into the Visit Rainier efforts. Both the addition of the gateway communities and byways involve expanding coverage into a wider service area. It was noted in one version of the bylaws, that the service area was discussed from a broader perspective when the organization started. No notes or minutes show whether that wider service area was actually adopted. It was the consensus of the group that it had been adopted, and continues to be the intent of Visit Rainier to represent those gateway communities to some degree. Discussion followed as to what level VR wanted to expand their marketing efforts into those areas.
Being involved in the byway program could help resolve the issue of finding alternative sources of funding or diversifying our current funding sources. It was noted the byway programs have grants through the Federal Highways Administration and one way of accessing those dollars to help with Mt. Rainier marketing and promotion would be to become more active in the West Byway Extension project.
Concern for the impact on the Executive Director's time was mentioned and the need to keep her focused on Visit Rainier programs was expressed.
Other comments were made about the need to consider building "stakeholder loyalty." The board was not interested in pursuing a membership based organization, but felt it would be valuable to find a way to determine how valuable the VR program is to current stakeholders and to quantify the return on investment (ROI) from an economic standpoint, both from Pierce County and the individual businesses involved.
Presentation by Carrie Sunstrom, WSDOT Byways Coordinator and Michelle Campbell, Washington State Tourism
Carrie presented a report she had compiled showing the funding that has been acquired by the Chinook Byway and White Pass Scenic Byway since 1995. Over $1.4 million has been awarded for improvements on the byways from the Federal Highways Administration. This funding included projects for the White Pass Corridor Management Plan, marketing, signage, and product development.
Carrie explained the byway system in Washington State and encouraged Visit Rainier to actively pursue the West Byway project. She stated that new funding sources and support will offset any concern over diluting the market area, or in damaging the integrity of VR by promoting areas that aren't truly Mt. Rainier. Gateway communities, in her opinion, are just that... gateways to the attraction. She explained that, by definition, it is common to believe that services are available at these locations, and that the visitor does not expect to be at the destination, when visiting a gateway community.
See info on gateway communities: www.nationalgeographic.com/travel/sustainable/
about_gateway_communities.html
Carrie also mentioned that while the Chinook Byway is already a National Scenic Byway, White Pass will be applying for this designation in 2009 and if awarded, will be eligible for increased funding which will give more exposure at the national level. She stated it would be her recommendation that in the future, Visit Rainier could be the single point of contact and become the marketing arm or engine of the Rainier Byways. As an example, she explained the Cascade Loop Byway is a combination of four byways, each with their distinct identity, but when applying for grants they are more competitive as a collective entity. The Selkirk Loop is another example of byways working together and in this case this byway involves both Washington, Idaho and. The most important element, according to Carrie, is to keep the traveler experience in mind and focus on the needs of the traveler.
Carrie and Michelle suggested byway expert Judy Walden come to meet with the Rainier Byway stakeholders and help them get started in creating itineraries and to assist them with building the "Around the Mountain" experience. Nancy Tricano is the executive director of the Cascade Loop and would be another good resource for the byway.
Michelle Campbell reported on the new state project called the National Geographic Central Cascades Geotourism project. It involves creating, with citizen input, a MapGuide and website to highlight points of interest and stories to promote and create awareness of the tourism opportunities in Washington and Oregon. Mary Kay has been asked to serve on the Stewardship committee and Carol Zahorsky is assisting Michelle through Washington State Tourism. Michelle also presented VR with a Travel and Trend research report on loop travel done by Patti Frey, and a copy of the Travel Planner and Scenic Byway Guide qualitative research findings report.
Carol Zahorsky PR - Program Analysis - Past, Present and Future
Carol provided background information about her involvement with Visit Rainier since its beginning when she worked with the original team of Parametrix and Frause in 2005. Since then she has created a public relations program involving web based press materials, event promotion through press releases and media visits to the Mt. Rainier area. She stated after three years it is easy to see that momentum is beginning to build as demonstrated in the USA Today article for the Paradise reopening. She noted the investment of $26,000 has garnered nearly $780,000 of editorial value during this past year. More can be done through work with marketing and product development. Carol asked board members what their concerns were and what they would like to see done relative to PR. Steven mentioned it would be good to tighten our relationship with Seattle media. As time goes on, Carol hopes to get more ideas from the local area representatives and keep VR's face recognizable and credible in the eyes of the media. Media relations, in her opinion, is about building respect and relationships. She is now getting calls from the website Press Room and suggested some of the factual information should be in the press room in addition to other locations on the website. Carol pointed out that editorials remind readers about Mt. Rainier and point them to the website either directly or indirectly. With a limited budget, one option is to target national publications and drop the local press and events. The board was not interested in doing this and prefers to work with local and regional press, as they are targeting return customers.
Following Carol's presentation, the board continued the discussion about the PR program and what they want to achieve as well as what is realistic on a budget of $26,000. It was agreed they want to prevent having articles printed about Mt. Rainier that do not have the VisitRainier.com website listed. It was asked whether it would be appropriate to hold a media event about the new website launch.
Jeremy noted that Mount Rainier NPS, Crystal Mountain, Whittakers, and GSI have capacity to provide media contact information, but VR would still need help to disseminate the information and keep the information current. Jeremy offered that the Ashford events grant might be able to contribute money towards the PR budget to promote their events as VR is already doing. Destination Packwood would also be willing to contribute, but would require additional hours to promote their events.
In summary, the board agreed the PR program is a vital part of the overall marketing program and the momentum and consistency of the program should be maintained. Due to the limited resources that VR has, the board agreed Carol's time should be focused and managed so as to get the best ROI for the effort. Carol's time should be used in the areas she can do most for us with her technical skills and proprietary contact lists. The board wants to see more results and feels the investment should be made in the Seattle-Portland market place.
Budget
The board discussed the budget and reviewed the marketing allocations for website, print advertising and public relations. Jeremy pointed out the dollar distribution was fairly even between each of the main categories.
| website marketing | 22,000 |
| brochure | 24,000 |
| print ads | 22,000 |
| public relations | 26,000 |
| website design | 60,000 |
| operating expense | 13,000 |
| administration | 50,000 |
PC made motion to accept the budget as presented, Steven seconded. The motion carried unanimously.
Bylaws Review on Service Areas
The board continued the discussion about the service area and reviewed a copy of the bylaws that outlined the service area (see attached). The board agreed to change the title of Article 4 from Membership to Partners and change the title of 4.1 from Membership to Service Area. 4.1.1 becomes 4.1 with service area as described in amended bylaws, adding Orting and removing Park Junction.
The board directed Mary Kay to provide a set of criteria for what a community or city receives as a partner and what the requirements will be to become a partner. Upon approval, this will be adopted as board policy.
- Listing of their lodging properties
- Links to their Chamber of Commerce
- Listing of their Top three events (additional events would require board approval)
- Inclusion on itineraries
- Website advertising opportunities
- Community description on website
- Opportunity for Co-op advertising
All communities will be urged to provide a reciprocal link to VisitRainier.com. Mary Kay will provide options for the board's consideration regarding the participation fee. This will be determined by the community's population and amount of lodging tax collected.
Byways Around Mt. Rainier
At a future date when and if the three byways become one Rainier Byway, and if Visit Rainier does the marketing for the byway, all three of the byways would be represented on the VR Board of Directors. The board asked Mary Kay to do her best to attend all the Rainier Byway Extension meetings and if board members are available they should try to attend as well. It was suggested that VR invite someone from the byway extension project to the next VR meeting.
Goals for 2009
Goals for 2009 include byway program involvement, generating alternative revenue sources and to continue to monitor and evaluate the public relations program.
The Board reviewed the board of director positions. Mary Kay mentioned Ellie had stated she would be willing to give up her seat on Visit Rainier if another representative could be found to support Morton's interests. Mary Kay suggested Adam Angel as a possible replacement. The board agreed to have Mary Kay contact him to see if he is interested. Another suggestion was made to invite someone from the National Park Service to attend the meetings, possibly as a non-voting member. Mary Kay will contact Dave Uberuaga /Donna to see who might be able to attend the Visit Rainier meetings.