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STIA Quarter 2 Recap
Dashboard
APRIL-JUNE 2018
STIA Transient Occupancy, ADR and RevPAR Comparison
58.0%
56.7%
59.2%
56.9%
57.7%
54.9%
$198.77
$214.68
$194.25
$210.49
$173.66
$182.30
June 2018 YTD RevPAR
$115.31
$121.72
$114.98
$119.76
$101.78
$101.64
(5 Yr. Avg. 2012-2016)
Visit Seattle CONFIDENTIAL
Source: Smith Travel Research | rev. 6/30/2018
Month & Weekend
Occupancy Average Room Rate RevPAR
Market 2018 2017 % Change 2018 2017 % Change 2018 2017 % Change
Vancouver Downtown 77.2 75.2 2.6 $184.20 $161.49 14.1 $142.15 $121.47 17.0
San Francisco Market St 82.5 83.7 -1.4 $264.58 $251.05 5.4 $218.26 $210.07 3.9
San Diego CBD 82.2 80.6 2.0 $211.11 $208.80 1.1 $173.60 $168.32 3.1
Los Angeles CBD 76.9 77.9 -1.3 $204.44 $198.74 2.9 $157.13 $154.83 1.5
Phoenix Central, AZ 73.3 72.8 0.8 $177.53 $177.52 0.0 $130.17 $129.17 0.8
Seattle TIA 80.9 83.2 -2.8 $211.26 $204.39 3.4 $170.88 $170.09 0.5
Denver Downtown 73.9 74.5 -0.7 $179.45 $180.27 -0.5 $132.63 $134.22 -1.2
Portland Central City 78.4 79.3 -1.1 $170.20 $173.92 -2.1 $133.45 $137.91 -3.2
Bellevue-Eastside 71.2 74.2 -4.1 $195.88 $198.59 -1.4 $139.37 $147.31 -5.4
Competitive SetJune 2018 YTD
Source: Smith Travel Research | rev. 6/30/2018
Visit Seattle CONFIDENTIAL
STR Seattle Downtown History & Forecast2018
Occupancy ADR RevPAR
Year % % Change $ % Change $ % Change
2013 79.7 174.36 139.05
2014 82.2 3.1 ▲ 191.17 9.6 ▲ 157.12 13.0 ▲
2015 82.8 0.8 ▲ 204.91 7.2 ▲ 169.77 8.1 ▲
2016 82.7 -0.2 ▼ 211.17 3.1 ▲ 174.61 2.9 ▲
2017 84.2 1.9 ▲ 222.56 5.4 ▲ 187.44 7.3 ▲
2018* 82.6 -1.9 ▼ 230.61 3.7 ▲ 190.44 1.6 ▲
2019* 82.8 0.3 ▲ 240.39 4.2 ▲ 199.15 4.6 ▲
Source: Smith Travel Research, Size of Subset: 12,058 rooms | rev. 08/01/2018
Visit Seattle CONFIDENTIAL
*Forecast
Collections
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2018 YTD
Total
2018 Budget
TotalVariance
City
Collections*$542,524 $536,557 $684,183 $660,879 $726,635 $717,923 $3,868,701 $7,580,000 ($3,711,299)
*City collections are booked to the month for which they were collected (not collection date)
**As of 8/9/18:
(2) outstanding: Hotel Five and The Palladian
rev. 08/09/2018
Visit Seattle CONFIDENTIAL
June 2018 YTD
Expenses
Administration (Salaries & Operating Exp), $389,916
Advertising, $3,210,592
Fams, Sites, Press trips, $69,903
Partnerships, $309,311
Client Events/Sales Missions, $30,486
Special Events, $562,534 Market Research, $92,080
Visit Seattle CONFIDENTIAL
rev. 08/09/2018
June 2018 YTD
International Visitors to Seattle2016 - 2017 & 2018 Projections (‘000s)
COUNTRY 2016 20172016 v. 2017Percent Change
2018Projected
2017 v. 2018Percent Change
Canada 1,605.0 1,698.4 5.8% 1,749 3.0%
China 166.3 194.1 16.7% 205.6 5.9%
South Korea 64.3 71.5 11.2% 79.4 11.0%
United Kingdom 60.8 65.2 7.2% 66.7 2.3%
Japan 45.8 46.6 1.7% 48.4 3.9%
India 44.1 46.5 5.4% 50.1 7.7%
Germany 42.7 43.4 1.6% 46.0 6.0%
Australia 37.5 35.7 -4.8% 36.8 3.1%
Mexico 19.1 19.9 4.2% 20.5 3.0%
France 19.1 18.5 -3.1% 19.3 4.3%
Total International 2,276 2,414 6.1% 2,505 3.8%
Source: Tourism Economics | rev. 08/07/2018
Visit Seattle CONFIDENTIAL
International Visitor Spending in Seattle2016 - 2017 & 2018 Projections (Millions)
COUNTRY 2016 20172016 v. 2017Percent Change
2018Projected
2017 v. 2018Percent Change
Canada $483.5 $429.9 -11.1% $448.4 4.3%
China $188.6 $236.2 25.2% $266.3 12.7%
South Korea $43.7 $61.0 39.6% $68.4 12.1%
India $38.5 $42.4 10.1% $47.6 12.3%
Japan $28.7 $40.2 40.1% $42.1 4.7%
United Kingdom $28.1 $35.4 26.1% $36.4 2.8%
Australia $22.8 $34.3 50.4% $35.5 3.5%
Germany $18.1 $27.9 54.1% $30.2 8.2%
France $7.8 $10.8 38.5% $11.4 5.6%
Mexico $3.0 $3.4 13.3% $3.5 2.9%
Total International $990 $1,068.6 7.9% $1,147.3 7.4%
Source: Tourism Economics | rev. 08/07/2018
Visit Seattle CONFIDENTIAL
International Media Value Report
China; $4,102,547
France; $1,616,070
Japan; $2,612,554
United Kingdom; $1,841,779
Germany; $1,425,752
Korea; $1,298,500
Australia; $486,043
rev. 08/09/2018
January - July 2018 Media Values | USD
Visit Seattle CONFIDENTIAL
King County, Q2 - 2018
27%
22%
7%
5%
3%3%
2%
2%
29%Canada
China
United Kingdom
Japan
Korea
Australia
Germany
France
Other Markets
Source: VisaVue, 2018 | rev. 08/09/2018
Percent of Total Spend by International Visitors
King County, Q2 - 2018 v. 2017
COUNTRY OF ORIGIN CARDHOLDER COUNTTOTAL SPEND
(CHANGE ‘18/‘17)
China 28,671 8.8%
United Kingdom 17,720 19.3%
Japan 12,465 24.8%
Australia 8,658 15.7%
South Korea 7,537 9.6%
Germany 7,531 22.9%
France 4,955 47.5%
Canada 128,211 -4.9%
Mexico 5,600 7.6&
Source: VisaVue, 2018 | rev. 08/09/2018
Spend by International Visitors
44%
27%
14%
15%
FRANCETotal Spend
37%
29%
12%
22%
GERMANYTotal Spend
51%
20%
15%
1%
14%
UNITED KINGDOMTotal Spend
Source: VisaVue, 2018 | rev. 08/09/2018
Spend by SegmentKing County, Q2 - 2018
37%
28%
13%
5%
17%
AUSTRALIA Total Spend
Lodging
Retail
Restaurants
Cruise Lines
Other
Source: VisaVue, 2018 | rev. 08/09/2018
41%
30%
14%
15%
JAPANTotal Spend
Spend by SegmentKing County, Q2 - 2018
29%
34%
15%
22%
SOUTH KOREATotal Spend
16%
57%
11%
16%
CHINATotal Spend
Source: VisaVue, 2018 | rev. 08/09/2018
Lodging
Retail
Restaurants
Cruise Lines
Other
Spend by SegmentKing County, Q2 - 2018
Monthly Activities and Website AnalyticsJanuary-May Activities: Crowdsourced, Dear Seattle
Visit Seattle CONFIDENTIAL
-
50,000
100,000
150,000
200,000
250,000
300,000
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
2014 2015 2016 2017 2018
visitseattle.org | YTD, YOY
Nu
mb
er
of V
isito
rs
0
20000
40000
60000
80000
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
2015 2016 2017 2018
visitseattle.TV | YTD
Nu
mb
er
of V
isito
rs
MarketingALI DANIELS
VISITSEATTLE.tv - Crowdsourced
NEW SERIES WITH VOX MEDIA
• FOUR INFLUENCERS VISIT
SEATTLE AND MUST RELY ON
LOCALS (NOT PHONES) FOR
TIPS TO EXPLORE SEATTLE.
• EPISODE TOPICS:
• Food from the Sea – April debut
• Out in Seattle (LGBTQ) – June debut
VISITSEATTLE.tv - Dear Seattle
FIVE FILMS ABOUT SEATTLE:
• PARTNERSHIP WITH SUNDANCETV
Directors:
• Dave Grohl
• Meghan Griffiths
• Josh Taft – June debut
• JJ Augustavo
• Matty Brown
Upstream Music Fest + Summit
2018 HIGHLIGHTS:
• ATTENDANCE: 30,000
• VENUE/STAGE SPONSOR
• HOSTED NATIONAL MEDIA
• OUTFITTED MEDIA LOUNGE
WITH BRANDED SUPPLIES
Pride Campaign
#WESEALOVE:
• CELEBRATING SEATTLE’S
OUTLOOK OF LOVE AND
ACCEPTANCE FOR ALL
• ONE PRIDEFUL PHOTO A
DAY, FOR THE NEXT 365
DAYS
• INSTAGRAM / PHOTO-
DRIVEN CAMPAIGN
• MORE THAN 1,400
FOLLOWERS IN TWO
MONTHS
Rock ‘n’ Roll Marathon
2018 HIGHLIGHTS:
• RUNNERS: 15,134
• VISIT SEATTLE GIVEAWAYS:
• 5,550 Sunnies
• 725 OVGs
• 100 Ponchos
• ENTER TO WIN NOVEMBER
TRIP SWEEPS:
• 700 Entries
Special Olympics USA Games
OVERVIEW:
• CAMPAIGN CELEBRATING 50TH
ANNIVERSARY USA GAMES IN
SEATTLE
• VIDEO: PSA, ATHLETE
INTERVIEWS
• Ben Kennish / Walter Jones
• Michelle Andersen / Courtney
Thompson
• Heyiwor Amare / Breanna Stewart
• Garrett Utz / Jordan Morris
National Geographic – Open Studio
BRANDED CONTENT PARTNERSHIP:
• NAT GEO PHOTOGRAPHER AARON HUEY +
SEATTLE MUSICIANS IN THE OUTDOORS:
• The Moondoggies at Discovery Park / Golden
Gardens
• Sera Cahoone at Volunteer Park / Bainbridge Island
Ferry
• Shabazz Palaces / Seward Park
• Tacocat at Washington Park Arboretum / Seattle
Japanese Garden
Los Angeles Film Festival
OVERVIEW:
• CONTINUED PARTNERSHIP
WITH FILM INDEPENDENT
• SECOND SEATTLE STORY
AWARD WINNER: CLAIRE BUSS
• “I’M SORRY HAPPY BIRTHDAY”
SHORT FILM TO DEBUT AT
CLOSING NIGHT AT LA FILM
FESTIVAL
VISITSEATTLE.tv
Q2 engagement
• 11,200,000 minutes of watch time (+34%
over Q1)
• 5,600,000 digital views
• 105% increase in view duration
• (2:30 vs. 1:12 in Q1)
• Videos added to playlists over 1,000
times
Public RelationsKAUILANI ROBINSON
Upstream Summit + Music Fest
PRESS RELEASE – MAY 31:
VISIT SEATTLE AMPS UP FOR UPSTREAMF
rev. 08/14/2018
Upstream Summit + Music Fest
Media Lounge
IN ADDITION TO GARNERING MEDIA COVERAGE, VISIT SEATTLE’S MARKETING
AND PR TEAMS HOSTED AND ACTIVATED A MEDIA LOUNGE AT THE FEST
D
rev. 08/14/2018
Media Missions 2018
LOS ANGELES
JUNE 2018
NEW YORK
APRIL 2018
WASHINGTON DC & BOSTON
JULY 2018
rev. 08/14/2018
Top Media Coverage – May through July
IN ADDITION TO WORKING ON SHOULDER SEASON CAMPAIGNS, CONTINUED MEDIA
COVERAGE WAS GARNERED THROUGHOUT MAY, JUNE & JULY.MAY
CIRCULATION: 231,875,402
AD VALUE: $6,194,030
# OF STORIES: 33
JUNE
CIRCULATION: 272,469,136
AD VALUE: $3,332,307
# OF STORIES: 42
JULY
CIRCULATION: 413,970,075
AD VALUE: $$20,675,331.64
# OF STORIES: 109
rev. 08/14/2018
Hosted Journalists: April-July
Alec Scott – AAA Via Magazine & the LA Times
Andy Bender – Forbes, Fodors & LA Times
Justin Goldman - Hemispheres
Mike Bailey – NBC Universal / The Golf Channel
Hayley Helms – Adventure Sports Network
Bijan Bayne – AFAR, JustLuxe
Richard Atikins – CNN, My Itchy Travel Feet
Steven Bull – Power Boat TV
Liza Weisstuch – Lonely Planet’s Budget Travel
Sharon Boorstin – LA Times
Joey Amato – Pride Journeys
Regan Stephens – Vogue/Food & Wine
Ginny Prior – East Bay News Company
Isis Briones – Forbes
Pam Mandel – AAA & SF Chronicle
Andy Bender – Forbes
Alec Scott – VIA Magazine AAA Southwest,
Sunset Magazine & LA Times
Stephanie Regalado – Spokane Couer d’Alene
Living
Katelyn J. Hughes – Lodging Magazine
Robert Daniel Foster – Stringer for the LA
Times, LA Magazine and the Huffington Post
Nathaniel Lande – National Geographic
Elliot Finkleman – Travel Talk
Erin Clarke – wellplated.com
rev. 08/14/2018