2009 DESTINATION MARKETING PLAN - Deep Dish · PDF filePage 8 2009 DESTINATION MARKETING PLAN 2009 DESTINATION MARKETING PLAN Page 9 Convention Center Expansion In 2008, the

2009 DESTINATION MARKETING PLAN Page 1

2009 DESTINATION MARKETING PLANand annual report

Letter from SCVB Chair and President Destination ObjectivesKey Performance Metrics

Meetings & Conventions Convention SalesConvention Services

Packaged Leisure TravelLong-Haul Tourism DevelopmentShort-Haul Tourism Development

Key Marketing InitiativesLGBT TravelCruise MarketingSeattle Super Saver Program

Concierge & Visitor ServicesCultural TourismMarketing ServicesPR & CommunicationsMember OpportunitiesSeattle Sports Commission

SCVB Team List

SCVB Board of Directors

produced bySeattle’s Convention and Visitors BureauOne Convention Place701 Pike Street, Suite 800Seattle, WA 98101tel (206) 461-5800fax (206) 461-5855www.visitseattle.org

scvbTom Norwalk, President & CEO

editorsDavid BlandfordHeather BryantLauren Curtin

designLara Dicksonwww.deepdishcreative.com

published byWeaver Multimedia Group900 S. Broadway, Suite 300Denver, CO 80209(303) 458-1211www.weaver-group.com

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Contents

MissionSeattle’s Convention and Visitors Bureau is a non-profit economic development agency responsible for competitively marketing the Seattle area as a destination for conventions, tour groups and individual travelers. The goal of these marketing efforts is to enhance the employment opportunities and economic prosperity of the region. Our members benefit from the Bureau’s marketing programs and gain direct access to the visitor market.

On the Cover: Photo by Don Wilson/Port of SeattleThis Page: Photo by George White

Page 8 2009 DESTINATION MARKETING PLAN 2009 DESTINATION MARKETING PLAN Page 9

Convention Center Expansion

In 2008, the Washington State Convention & Trade Center (WSCTC) celebrated its 20th anniversary and planned for a critical expansion to accommodate meeting and convention growth for the next two decades and beyond. For downtown Seattle and the communities which benefit from its health and vitality, no public project is more critical to economic growth.

Destination Objectives

Convention Center Expansion

Generating Economic Impact convention center impact 1988–2008

Meetings, Conventions and Events Hosted: More than 7,000

Citywide Conventions Hosted: More than 750

Out-of-State Convention Delegate Spending: $3.2 billion

Direct Contributions to State General Fund: $374 million

Job Creation: 4,620 permanent jobs, 5,300 construction jobs directly attributable to

the convention center.

Commitment to Affordable Housing: 1,328 new or renovated units since 1984

Historic Preservation: Eagles Building, John Winthrop and Oregon apartment buildings

We are fortunate to live in a city that cares about its future and has continually looked ahead to keep its downtown vibrant. Our convention center has long contributed to Seattle’s economic health. An expansion of the center will help bring more visitors and create more jobs, ultimately contributing to our city’s continued health.

Blake NordstromPresident of Nordstrom, Inc.

“”

From a Paramount arts and cultural perspective, expanding the convention center and the business it drives is a vital aspect of the strategic vision for our region’s business ecology.

Josh LaBelle,Executive Director Seattle Theatre Group

“”

Competing Head to Headin a competitive industry

The Washington State Convention & Trade Center (WSCTC) is nationally-known as a first-rate facility with outstanding service and is one of the highest-producing convention centers in the U.S. However, the WSCTC ranks 68th in size among major U.S. centers and is small relative to its key West Coast competitors.

The time is right to expand the convention center. We are turning away more business than we book due to the lack of space and available dates. The center has a proven record of economic benefits and job creation and building the new facility would provide a much needed economic stimulus to help move us past the current downturn.

Frank K. FinneranChairman, Washington State Convention & Trade Center

“” The Washington State Convention & Trade Center is a cornerstone to downtown Seattle’s

economic vitality. Convention crowds touch every part of the downtown community, from hotels to retail to restaurants and beyond. By expanding the convention center, we provide new growth opportunities for all of downtown’s industries.

Kate JoncasPresident, Downtown Seattle Association

“”

Investing in the Futuresuccess of downtown seattle

Building a Better Business, entertainment and cultural district

A proposed future convention center expansion would be located a block

north of the existing center at the block bounded by Boren and 9th Avenue, Pine

Street and Olive Way.Photo by: LMN ArchitectsPhoto by: William P. Wright

Convention Center Exhibition Square Footage

Anaheim

Los Angeles

San Diego

San Francisco

Vancouver, B.C.

Portland

Seattle

Phoenix

Denver

813,000

615,701

316,225

767,474

600,000

255,000

738,092

584,000

205,700


Capacity & ConnectionsRegional Prosperity

In 2008, the Prosperity Partnership identified tourism as a primary Puget Sound “industrial cluster” worthy of analysis and strategy development. Noting the industry’s significant growth potential, the coalition of more than 290 government, business, labor and community organizations from King, Kitsap, Pierce and Snohomish counties will incorporate tourism into a common strategy to achieve long-term economic prosperity and 100,000 new jobs for the central Puget Sound region.

While greater Seattle has become a destination for travelers from around the globe, tourism has become a solid economic foundation for our region, along with clean tech, aerospace and software. There’s no going back now — tourism is a growth industry that is helping shape our growing region.

Bob Drewel, Executive DirectorPuget Sound Regional Council

“”


Courtesy of: Bellevue Convention Sales GroupPhoto by: Daniel Glaser

Photo by: Sclater Partner Architects


Mobility is critical to Seattle’s position as a global travel destination, a gateway to Washington state, a growing cruise port and a portal for travelers attending the Vancouver 2010 Olympic Winter Games. Continued investment in transportation infrastructure and efficiency will remain a key priority of the region’s tourism industry.

Getting Around sound transit light railVisitors will have new, quick passage between downtown Seattle and the airport by late 2009. Voter-approved expansion in late 2008 set work in motion on future lines.

south lake union streetcarExpanding connections between Seattle’s primary tourism core and developing neighborhoods via streetcar is worthy of exploration.

Going Beyondterminal 91 cruise facilityOpening in April 2009, the Port of Seattle has a 10-year agreement that will homeport Princess Cruises and Holland America Line vessels at the new, two-berth cruise facility.

regional railSCVB will work with Tourism Vancouver to promote additional Amtrak service between the two cities.

The Port of Seattle builds trade, travel and transportation infrastructure, creating jobs and economic growth for the Puget Sound region. Sea-Tac’s new runway reduces airline delays and fuel consumption, saves time for travelers and reduces airport-related greenhouse gases by more than 50,000 tons per year. In 2009, we will open our new Terminal 91 cruise facility, culminating a decade of dramatic cruise growth for Seattle.

John Creighton, PresidentSeattle Port Commission

“”

2003

26,7

99,9

13

28,8

04,5

54

29,2

89,0

26

29,9

79,0

97

31,2

96,6

28

32,0

00,

00

0

2004 2005 2006 2007 2008(f)

Sea-Tac International Airport Passenger VolumesSource: Port of Seattle

Partnering LocallyWashington State Tourism CommissionWashington State TourismWashington State Convention & Trade CenterPort of SeattleCity of SeattleKing CountyConvention and visitor bureaus Chambers of commerceThe Prosperity Partnership

Marketing GloballyThe nearly 1,000 SCVB member businesses throughout Western Washington are a critical component of the destination marketing team, running sustained individual and integrated marketing programs across national and international markets.

An Alaska Airlines 737-800 was the first commercial passenger jet to land on Sea-Tac’s new third runway in October 2008.

Downtown Seattle’s convention business has always generated compression that extends to — and greatly benefits — the entire region. With the remarkable growth over the past few years, downtown Bellevue is also becoming a powerful meeting and convention destination. As the Hyatt Regency Bellevue is nearing completion of a second guest room tower and 40,000 square feet of additional ballroom and meeting space, we anticipate further expansion of economic activity and prosperity.

Rolf Osterwalder, General ManagerHyatt Regency Bellevue

“”

Getting Here

The Hyatt Regency Bellevue will feature 733 total guest rooms when it opens in mid-2009.

Visitors arriving by air: 49 percentVisitors arriving by auto: 47 percentVisitors arriving by other means: 4 percent

Photo: Don Wilson/Port of Seattle

SMERF 8%

Misc 2%

Education 10%

Legal/Government 10%

Corporate 20%

Medical/Health Organizations

19%

Scientific/Engineering Societies 13%

Trade/ConsumerShows 2%

Trade/Business Associations 9%

Cultural 4%

Sports/Athletics 3%

MARKET SEGMENTSAll Meetings and Conventions2003 - 9/30/2008

New York 7%

Washington State23%

California 5%

Midwest* 17%

D.C./Maryland/Virginia27%

Other17%

Colorado 4%

GEOGRAPHIC ORIGIN — USAAll Meetings and Conventions(Room Nights) 2003 - 9/30/2008

* Midwest includes Illinios, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Ohio and Wisconsin.


education associationsEducation association meetings report strong, often record-setting attendance when meeting in Seattle, thanks to the city’s strong academic community, the compact meetings package and civic accolades for education such as “America’s Most Educated City.” Seattle is also fortunate to have the cooperation of state and local educators, administrators and education associations when bidding on education-oriented groups.

Recent visiting groups:The College Board (3,000 attendees)National Association for College Admission Counseling (5,600 attendees)National School Boards Association (3,000 attendees)

trade/business/commercial associationsThough sensitive to the economic downturn and prone to short-term booking and conservative hotel room block projections, this market segment offers good large-group potential. Seattle’s strong aviation, technology, retail and finance sectors are a competitive advantage.

Recent visiting groups:Geospatial Information and Technology Association (2,300 attendees)Insurance Accounting & Systems Association (3,100 attendees)Professional Association for SQL Server (3,000 attendees)

Left to Right: Joan Magnano-Damm, Kim Hall, Audrey FanPhoto by: Nancy TrederOn location at Pike Place Market

...This was our largest conference - with 5,600 registered attendees! In these tough economic times I worried educational institutions would not allow members to travel. I found many of our folks covered their own registration, hotel or travel expenses. Although we have conference sites selected for the next five years, please be assured it won’t be another 20 years before we come back to Seattle!

Joyce E. SmithChief Executive Officer, National Association for College Admission Counseling

“”

Convention Sales Convention Sales

government meetings Throughout Seattle’s competitive set and across the U.S., success in the government market segment is largely based on supply and demand. Recent increases in the government per diem for King and Pierce counties have enhanced the ability of hotels to appeal to this segment.

Recent visiting groups:Washington State Department of Social & Health Services (1,800 attendees)Western States Seismic Policy Council (500 attendees)United States Department of Defense (400 attendees)National Conference of State Legislatures (350 attendees)

legal Historically one of Seattle’s strongest association markets, Seattle provides an ideal environment for legal conferences on West Coast rotations.

Left to Right: Season Hansen, Cynthia Lydum, Shyla Gardner, Tim Quigley Photo by: Nancy Treder

On location at Pike Place Market

multi-cultural associations and groups SCVB has a long-term commitment to this market segment, identifying and targeting organizations with the potential to meet in Seattle and, when possible, joining or otherwise engaging key associations within the segment.

Recent visiting groups:Asian Northwest Cultural Education Association (6,000 attendees)The Links Incorporated (3,500 attendees)National Indian Education Association (3,000 attendees)

sportsIn 2009, Seattle welcomes a new MLS soccer team, hosts the Rock ‘n’ Roll Marathon and prepares for the Vancouver 2010 Olympic Winter Games. Sports meetings and events will remain a critical meeting and convention market segment and SCVB and the Seattle Sports Commission will continue to cooperatively market the city in conjunction with regional sports venues.

FACILITYEXHIBIT SPACE

MEETING & BALLROOM

SPACE

COMMITTABLE HOTEL ROOMS ON PEAK NIGHT

SALES PERSONNEL

TOTAL CVB BUDGET

Washington State Convention & Trade Center 205,700 104,300 5,000 12 $9,083,000

Anaheim Convention Center 813,000 787,000 8,000 14 $9,100,000

Vancouver Convention & Exhibition Centre 316,225 157,298 10,400 14 $12,000,000

Moscone Center (North, South & West) 738,092 480,094 15,000 13 $14,949,250

San Diego Convention Center 615,701 1,084,299 6,775 14 $12,323,734

Los Angeles Convention Center 767,474 178,591 4,000 14 $22,000,000

Phoenix Convention Center 600,000 300,000 3,600 14 $10,000,000

Colorado Convention Center 584,000 1,616,000 6,000 13 $14,000,000

Minneapolis Convention Center 476,000 724,000 3,095 12 $9,400,000

Salt Palace Convention Center 515,000 164,000 4,500 13 $7,900,000

Oregon Convention Center 255,000 745,000 4,700 11 $7,400,000

Competitive Landscape

Seattle

Anaheim

Vancouver, B.C.

San Francisco

San Diego

Los Angeles

Minneapolis

Phoenix

Salt Lake City

Denver

Portland

2003

438,

657

558,

707

603,

804

543,

661

535,

194

485,

163

484,

493

2004 2005 2006 2007 2008 YTD(Sept.)

2009 YTD(Sept.)

Consumed/Booked Group Room Nights- History/Forecast

Reason # Groups # Room Nights Economic Impact Lost to

Hotel Rate 11 81,760 $111,284,000 Denver, Minneapolis, Baltimore, Houston, Salt Lake City, TBA

WSCTC Size 8 115,778 $112,618,100 Washington D.C., Nashville, Portland, Las Vegas, TBA

WSCTC Rate 2 12,060 $5,701,500 Orlando, Portland

WSCTC Dates 41 218,855 $191,864,150 Washington D.C., Indianapolis, Anaheim, Boston, Portland, Louisville, TBA

Other Site Preferred 11 78,480 $76,466,875 Denver, San Diego, Ft. Lauderdale, Las Vegas, New Orleans, Phoenix, TBA

Event Politics 20 98,804 $104,069,050 Chicago, Las Vegas, Phoenix, San Diego, San Jose, San Francisco, Orlando, Washington D.C., TBA

Other 24 122,198 $141,461,900 Denver, Reno, Chicago, Houston, San Francisco, Tampa, Europe, Orlando, N/A - meeting eliminated, TBA

Lost Business - WSCTC (through 10/31/08)

TOTALS 117 727,935 $743,465,575

2007 2008 2009 2010 2011

127,936 89,067 81,725 75,820 52,245

97,407 94,409 143,246 75,138 52,701

79,355 105,587 68,946 93,513 75,396

71,796 76,776 35,024 39,462 49,205

WSCTC Room Night ComparisonTotal Room Nights Booked by Quarter (through 12/01/08)

376,494 365,839 328,941 283,933 229,547

Lost Business Analysis - % of Top CitiesRoom Nights Lost 2003 - 9/30/2008

San Francisco

San Diego

Portland

Denver

New Orleans

Anaheim

Salt Lake City

Orlando

Las Vegas

Vancouver, B.C.

9.2

5.8

3.6

8.5

5.2

3.5

8.0

4.4

3.4

3.2

TOTAL

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr


Competition and Lost Business

Convention Sales Convention Sales

2004 Actual 2005 Actual 2006 Actual 2007 Actual 2008 (f) Goals 2009* Goals

48363,911

55360,040

45382,991

60379,707

45366,000

42360,000

442225,766

570195,458

579169,242

546220,616

525201,826

540205,000

490589,677

625555,498

624552,233

606600,323

570567,826

582565,000

Booking Goals vs. Actual - Historical Comparison

WSCTC

Hotels

Total

2008 2009 2010 2011 2012 2013 2014 2015

562,241 450,045 343,498 251,318 123,691 160,025 42,256 64,488

569,514 486,326 363,847 293,854 222,270 159,998 76,893 30,123

-7,273 -36,281 -20,349 -42,536 -98,579 27 -34,637 34,365

99% 93% 94% 86% 56% 100% 55% 214%

0 57,738 124,044 197,346 214,586 195,370 151,455 60,529

569,736 569,736 569,736 569,736 569,736 569,736 569,736 569,736

Trends Analysis Projections (TAP) Data: Seattle Dynamic Pace Report - WSCTC and other (as of 12/1/2008)*

*TAP Report displays room night pace targets compared to definite room nights on the books for each year for the next eight years, beginning with the current year, along with an annual summary of these years. The pace target is the number of definite room nights that should be confirmed for each month and year at the time the report is published (updated every month). Pace targets are determined by analyzing a minimum of the last three years of definite room nights and all definite room nights confirmed for the future.

Definite Room Nights

Pace Target

Variance

Pace %

Tentative Room Nights

Consumption Benchmark

Looking Ahead2009 pace continues to be strong but also misleading. SCVB is currently 5 percent ahead (on a year-over-year basis) with all of the strength coming in the January-July months. The second quarter of 2009 is so strong (record levels) that it overshadows the shortfalls later in the year. SCVB is currently developing need strategies for late 2009 and 2010 and is keeping an eye on 2012. Continued work on conversion strategies and sales opportunities will build on the base for 2012.

*Pending Board Approval

JAPANMarket Size: Largest overseas visitor market for Washington state.

Market Features: FIT growth, escorted group travel decline; 79 percent repeat visitors to U.S.

Seattle/Washington state Destination Strengths:Baseball centric.

Perceived as safe, welcoming, Asian-friendly.

Strong attractions, such as: Starbucks; Microsoft Museum; Boeing Tour;healthy, high-end dining.

Air Capacity:17 non-stop flights per week, peak season (Northwest Airlines and United Airlines).

CHINAMarket Status: U.S. Approved Destination Status (ADS) obtained in 2008, positioning West Coast cities as gateways for burgeoning Chinese leisure travel market. 100 million Chinese are projected to travel outside China by 2020; the average Chinese visitor spends approximately $6,000 per trip.

Seattle/Washington State Destination Strengths: Gateway to America.Potential for ESL student market.Appeal of Living Cool, Loving Nature image, relaxed-lifestyle experience.

Air Capacity: Hainan Airlines, Beijing-Seattle, four non-stops per week — inaugurated June 2008.

Northwest Airlines, Beijing-Seattle — expected to inaugurate 2010.

Overseas Marketsseattle/washington state

GERMANYMarket Size: Mature primary market.

Market Growth: U.S. percentage growth of 19.7 percent through July 2008. While 2009 national projections are soft, Seattle/Washington state shows potential for modest growth. Seattle is a well-known gateway for German travelers.

Air Capacity:Lufthansa Airlines, Frankfurt-Seattle daily non-stop - inaugurated March 2008.

SOUTH KOREA Market Status:U.S. Visa Waiver approval in October 2008; expected to dramatically increase visits.

73 percent have visited the U.S. and are expected to return.

Large number of ESL and advance study students.

Destination Strengths: Sizeable Korean population of 135,000 in Washington state a major draw.

Korean population of 100,000 in Western Canada — potential adjunct market.

Air Capacity: Asiana and Korean Airlines, Seoul-Seattle, nine combined flights per week in peak season.

UK Market Size:Second largest overseas visitor market for Washington state; the largest for the U.S.

Market Growth:7.9 percent from July 2007 to July 2008.

Market Features:Mature market with a high percentage of repeat visitors looking to travel beyond the traditional destinations.

FIT packages, fly-drive programs and cruising continue to grow in popularity.

Air Capacity:British Airways, London-Seattle, 10-13 flights per week.

MEXICOMarket Status:Growing tourism market, new air connections.

Primary Source Markets: Mexico City and Guadalajara.

Destination Strengths of Seattle/Washington state:Gateway for Alaska cruises.

Air Capacity:Aeroméxico, Mexico City-Seattle, 10 non-stop flights per week — inaugurated 2007.

Alaska Airlines and Horizon Air, combined, connect 10 Mexican cities and Seattle.

FRANCEMarket Size: Seattle/Washington state’s 4th largest primary market.

Market Growth: Additional growth potential with direct air service. Destination visibility has grown with ongoing marketing and public relations efforts of Paris-based Express Conseil.

Air Capacity:Air France, Paris-Seattle daily non-stop service in peak season — inaugurated 2007.

AUSTRALIA Market Size: A primary market with growing air connections.

Air Capacity: Qantas increased passenger capacity to Los Angeles in 2008; Alaska Airlines code share connects Seattle and Washington state. Virgin Australia inaugurates new service to Los Angeles in February 2009 with Virgin America connections to the Northwest.

primary markets

emerging markets


Long-Haul Tourism Development

International visitors account for four percent of all travel to the U.S. However, they represent 14 percent of travel-related spending, employment, payroll and taxes, staying longer and spending more on average than domestic travelers.

International visitors from “long haul” markets (with flying times of seven or more hours to the U.S.) represent an increasingly critical market segment for Seattle and Washington state, thanks in part to increased flight capacity. The U.S. Department of Commerce and the Office of Travel and Tourism Industries, reported 25 percent growth of long haul visits to Seattle in 2007. International air passenger arrivals at Seattle-Tacoma International Airport grew 8.9 percent in 2007 and 17.1 percent through May 2008.

long haul tourism market trends

Frequent independent travel (FIT) increase

Shorter decision-making/booking times

Increasing online travel purchases

Green or eco tourism popularity

issues and initiativesAs the dollar gains strength and the global economy cools, the need to make America more attractive to international travelers grows. America’s visa process, the entry experience and the lack of communication and promotion all need a second look in this difficult environment. Now is not the time for unnecessary barriers and inefficiencies.

Dr. Suzanne CookSenior Vice President of Research U.S. Travel Association

“”

North American Ranking

MarketTotal Passengers

YE Aug 08Change from 2000

3 Los Angeles 61,234,701 -9.0%

13 San Francisco 37,115,610 -7.9%

19 Seattle 32,529,555 +14.5%

30 Vancouver 18,156,544 +13.3%

33 Portland 14,869,471 +7.8%

Annual Passenger Traffic Comparison

Sources: ACI-NA and Airport Data

Long-Haul Tourism DevelopmentPackaged Leisure Travel


Long-Haul Tourism Development Short-Haul Tourism DevelopmentPackaged Leisure TravelCombining the best of 20th century America with

the cutting edge of the 21st, Seattle is a gutsy, exciting city that never fails to surprise. I just love it.

Katie WoodsBritish freelance travel writer

“”

Packaged travel - for both individuals and groups - is a significant component of a destination’s tourism, as well as an efficient and cost-effective means of travel during slow economic times. Professional travel planners offer complete group or individual packages that may combine transportation, accommodations, meals, attractions and professional escorts, or any combination of the above, all for one price that often costs 30-40 percent less than self-planned travel.

north american market trendsGenerational tripsCulinary and wineFamily travelWomen-onlyMen-only

2009 key initiatives

lDevelop and grow the adult and student tour markets.

lTrack and target top tour operators for business growth in 2009.

l Implement a communications plan that targets top travel agents, tour operators and other clients.

lMaintain a sales trip and conference schedule that maximizes exposure to top group travel clients.

lCultivate destination news/features messaging for travel trade media in partnership with the SCVB PR team.

l Increase destination visibility among North American travel trade professionals.

lWork collaboratively with regional hotels to increase business in 2009 and beyond.

lPromote Seattle as a cruise port and Seattle and the Pacific Northwest as pre- and post-cruise destinations.

key receptive tour operatorsThe majority of overseas business to the U.S. is booked via receptive (U.S.-based) tour operators. These stateside distribution channels will continue to play an integral role in SCVB overseas marketing in 2009:

Allied/T-ProAmericantours InternationalAmerican RingAmerica 4 YouAsian Pacific


l Increase destination presence in tour operator brochures and on-line offers.

l Increase positive destination media coverage that supports sales of new and existing tour product.

lEffectively manage partnership programs with the Port of Seattle and Washington State Tourism, maintaining program funding and support.

lDevelop airline relationships to increase traffic to the destination.

lStimulate new product with receptive tour operators.

l Inaugurate Seattle-Vancouver, B.C. promotional program for a common overseas market.

lDevelop a South Korea marketing plan to coincide with implementation of U.S. Visa Waiver status.

Cultural travelVoluntourismGarden tripsSoft adventureSpectator sports

Left to Right: Michael Kurtz, Marj Snyder, Brad Jones, Joshua Ratliff Photo: Don Wilson, Port of Seattle

On location at Sea-Tac International Airport

Washington State Tourism: Left to Right: Marsha Massey, Tammy Guill and Kristin Jacobsen

Port of Seattle: Left to Right: B.J. Stokey and Martha NesicPhoto: Don Wilson/Port of Seattle

UNITED STATES CANADA YOUTH TRAVEL ADULT TRAVEL

Market Size:Resident expenditures on U.S. travel total more than $600 billion each year.

Projected Growth:Forecasted growth of 1.3 percent in 2009; overall, leisure travel will sustain the industry while business travel declines (U.S. Travel Association).

Market Dynamics:Airline instability/pricingEmployment instabilityFuel costsFinancial markets

Market Size:17.7 million U.S. visits in 2007; 2.5 million visited Washington state with 80 percent staying one or more nights (ITA: Office of Travel and Tourism Industries).

Projected Growth:5.2 percent in 2008; 15-20 percent decrease in 2009.

Market Dynamics:U.S. – Canadian Dollars fluctuationsCanadian consumer price sensitivityBorder crossing regulations, procedures and delays

Americans between the ages of 12-18 collectively spend more than $13.7 billion a year in travel (source: Student and Youth Travel Research Institute, Michigan State University).

Current tour operator members of the Student Youth Travel Association (SYTA) account for almost $1.55 billion in student and youth travel, serving more than 2.2 million travelers annually.

Developing trends: spring break trips that incorporate volunteering, eco tours or a hybrid mix of both.

92 percent of NTA member operators serve clients aged 60 and over; 82 percent serve ages 51-59; 72 percent serve ages 39-50.

71 percent of active leisure travelers intend to take an overnight trip of 50 miles or more during the first half of 2009 (U.S. Travel Association/Ypartnership).

76 percent of adults expect to book a packaged vacation to save money (U.S. Travel Association/Ypartnership).

Primary Markets Special Interest Markets

Photo by: Doug OrtonPhoto: Courtesy of EverGreen Escapes

Azumano InternationalClipper VacationsGullivers Travel AssociatesH.I.S.JTB

destination partnershipSCVB’s Tourism Development team works cooperatively with Port of Seattle and Washington State Tourism partners to expand and stimulate increased overseas visitor volumes, length of stay and expenditures.

KintetsuKen AmericanaHarvest ToursR&C ToursRocky Mountain Holiday Tours

Customized productExperiential itinerariesDemand for valueTravel professionals buying from one another

On the 2009 Cultural Calendar


Cultural Tourism

A community’s culture is unique and intrinsic and offers a meaningful way in which to positively differentiate a destination. Seattle is known as culturally diverse, vibrant and creative, boasting internationally acclaimed cultural institutions and events that distinguish it as a popular destination for cultural travel. Regional arts and cultural organizations are big draws for travelers: nearly 40 percent (1.7 million people) of audiences at King County non-profit cultural organizations are non-local. Non-local audiences spend 50 percent more than local audiences in event-related spending. Cultural travelers stay longer and spend more, helping to increase the lodging tax receipts that in turn support more than 200 arts and heritage organizations throughout King County.

SEA

TTLE

NA

TIV

E A

MER

ICA

N H

ER

ITAG

E“We have always been here, we are still here, we will

always be here.” – Upper Skagit Elder Vi Hilbert

Seattle is Indian Country. The city is named for a hereditary

chief of the Suquamish and Duwamish people, many of

our communities and landscape features have Indian

names, and tribal artwork can be found throughout the

city’s museums, galleries and public squares. Several

Indian tribes call the Seattle area home, including the

Duwamish, Suquamish, Muckleshoot, Snoqualmie,

Tulalip, and Puyallup Nations. In addition, Seattle is home

to a diverse group of Native people from throughout

Washington, Alaska and the rest of North America.

Lushootseed, or Puget Sound Salish, is the dialect of the

Coast Salish language that is traditionally spoken in the

Seattle area, and tribes are working hard to maintain

fluency through youth language programs. In recent

years, a cultural revival has taken place in Puget Sound

Native communities, based on renewing the traditions of

canoe carving and canoe journeys, and passing them on

to younger generations.

Archaeological sites in the Puget Sound area date back over

10,000 years, and are found throughout the landscape,

from high in the Cascade Mountains to lowland rivers and

beaches. For many generations, traditional life has been

based on two primary resources: cedar and salmon. Oral

histories among tribal groups feature a spirit being called

Transformer who created the landscape where people

live. Given the region’s dynamic history of earthquakes

and volcanoes, Transformer may still be at work today.

Indian tribes in the Puget Sound

region ceded thousands of acres

of their traditional lands under

the Treaty of Medicine Creek

(1854) and the Treaty of Point

Elliott (1855) to the United

States government. Tribes

today are sovereign nations

which hold treaty rights

for fishing and hunting,

and serve as co-managers,

along with federal and state

governments, of natural and

cultural resources.

Seattle’s Native American heritage

can be experienced in many ways

– by visiting museums and

heritage sites, attending

festivals and special events, and

exploring the city with an awareness of Native legacies

in the place names, artistic traditions and community

events that make Seattle unique.

First Salmon Ceremonies

Indian Reservations throughout the Pacific Northwest

These annual ceremonies are observed by many tribes in spring or

summer, depending on the timing of local salmon runs. According

to tradition, the first salmon caught each season is considered

sacred, and must be treated with respect. This time-honored

event is an opportunity to thank the salmon for returning and

for giving its life to feed the people. Contact individual tribes

for information about dates and locations; a directory of tribes

around the state can be found at www.goia.wa.gov.

SEAFAIR Indian Days Pow Wow

At Daybreak Star in Discovery Park

On the third weekend in July each year, hundreds of

dancers in full regalia, dozens of drum groups and

thousands of spectators gather to celebrate the richness

of Native American cultures. www.unitedindians.com

Since the Klondike Gold Rush of

1897, Seattle has had close ties to

the Northwest Coast, and many

monumental works of art from Haida,

Tsimshian and Tlingit carvers can be

seen in Seattle. These poles were

traditionally carved from cedar trees

to serve as memorial posts displaying

inherited crests, or as house posts

providing support for large cedar long

houses. Traditional totem poles are on

display at the Burke Museum, Victor

Steinbrueck Park, Pioneer Square, and

other parks and viewpoints around the

city. Contemporary artists throughout

the Pacific Northwest have adopted

this form, and examples of their work

can be seen in museums and galleries.

TOTEM

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Coast Salish artwork, the traditional style

of the Puget Sound area, features more

subtle designs on carved objects such as

large welcoming figures and house posts,

small objects such as spindle whorls, woven

objects such as baskets and blankets, and

contemporary works in glass, metal and

other materials. This design tradition has

been overshadowed for generations by

styles from farther north, but it is slowly

being revived by contemporary artists.Orca Panel by Phil Gray, 2006,

Stonington Gallery

The ubiquitous totem pole,

the most visible example of

Native artwork in Seattle,

actually comes from Southeast

Alaska and British Columbia.

Canoe Journey

Destination changes annually

‘Canoe families’ representing tribes throughout

the region travel for two or three weeks

each July in large cedar dugout canoes. This

journey, which is alcohol and drug free,

culminates in a weeklong celebration at

the destination village or tribal community.

The Canoe Journey is part of the Native

Northwest’s cultural renaissance, which

includes canoe carving, language

instruction, and other traditional

practices.

Chief Seattle Days

Suquamish, Port Madison Reservation

This historic celebration takes place

on the third weekend in August, and

includes traditional dancing, canoe

races, Native foods and artwork,

and a ceremony honoring Chief

Seattle. www.suquamish.nsn.us

Tribal canoes landing in Port Angeles, 2005 Canoe

Journey. Photo by Jacqueline Schwartz.

SPECIAL EVENTS

Tlingit totem pole, Pioneer Square.

Photo by Tim Thompson.

MUSEUMS, GALLERIES, HERITAGE SITES,

SPECIAL EVENTS AND MORE...

WH

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Seattle Cultural Guides are a resource for visitors who

want to explore the city’s rich cultural heritage. The guides

feature museums and historic sites, public art works, and

tourist attractions that give visitors an insider’s view of

Seattle’s ethnic communities and unique history.

Seattle is proud of its diverse ethnic and cultural heritage,

and its communities continue to value traditions of

language, music and dance, food, arts and crafts, and

celebrations that mark seasonal cycles and commemorate

special events. Visitors are invited to experience these

traditions and participate in these events, and in doing so,

to see more of Seattle’s rich cultural dimensions.

The Cultural Guides project was created by the Cultural

Tourism Program of Seattle’s Convention and Visitors

Bureau, with funding from 4Culture (King County Lodging

Tax) and the Paul G. Allen Family Foundation. The places,

events and stories featured in the Cultural Guides that

make Seattle unique are preserved and shared by dozens

of community organizations and small businesses. The

Bureau thanks them for their work, and especially thanks

the many community volunteers who reviewed and

contributed to this project.

Visit Seattle Cultural Guides online at visitseattle.org/cultural

for updates and printable guides, as well as additional

information on featured cultural sites. This web site also

offers a comprehensive searchable calendar of cultural

events including museums, performances and festivals.

In Seattle, stop by the Citywide Concierge and Visitor

Center at the Washington State Convention & Trade

Center, on Pike Street between 7th and 8th Avenues, for

a full range of information to enhance your visit.

www.visitseattle.org/cultural

ABOUT THE CULTURAL GUIDE SERIES

SEATTLECULTURAL GUIDES

Content: Past Forward Northwest Cultural Services

Design & production: Seattle’s Convention and Visitors Bureau

Background image: Duwamish Story Pole by Michael Halady, 2006.

SEATTLENATIVE AMERICAN HERITAGE

When and Where are

Visitors Welcome?

Visitors are generally welcome

at tribal events held at outdoor

venues and in public areas of

cultural centers. By contrast,

ceremonial or spiritual events

such as smokehouse

gatherings or winter dances

are typically not accessible

to visitors.

When in doubt, ask if an

event is open to the public.

It is always respectful to

ask permission before

taking photographs of

individuals.

Archaeology – A

Protected Legacy

Many places around

Seattle, from beaches to hiking

trails, contain archaeological

artifacts made by Native

Americans. All archaeological

sites are protected by law, and

artifacts may not be disturbed

or removed from public or

private lands.

You can help protect the

region’s heritage by taking

only photographs and leaving

only footprints.

Muckleshoot tribal member Minnie Lobehan wearing

a traditional cedar bark skirt and cape, with a tumpline

and baskets made of maple bark and bear grass, c.1910.

Smithsonian Collection / White River Valley Museum.

Front cover image credits, clockwise: Totem Pole at Pioneer Place, University of

Washington Libraries, Special Collections, UW 26868z; Monica Vendiola/Southern

Cheyenne, photo by Jack Storms; Daybreak Star, photo by Tracey Wickersham;

Saaduuts steaming a canoe, courtesy of The Center for Wooden Boats; Sauk

hard coil basket c.1900-1930, by Susan Wawetkin Bedal, Seattle Art Museum;

Northwind Fishing Weir Legend © Susan Point, 1997, King County Public Art

Collection, photo by Joe Manfredini.

SEATTLE

Martin Luther King Day – Third Monday in January, Multiple venues Seattle has one of the largest annual celebrations in the nation, with workshops, a rally and march. Events honor the Rev. Dr. Martin Luther King, Jr., for his work toward racial equality and toward economic justice for all people, for his commitment to nonviolence, and for his stand against war and militarism. www.mlkseattle.org

African American heritage in Washington goes back to the territorial era, with the arrival of Black pioneers who settled in both rural and urban areas. In 1845, George W. and Isabella James Bush and their five sons left Missouri and settled in South Puget Sound in an area now known as Bush Prairie.

Seattle’s earliest African American resident was Manuel Lopes, who came originally from Cape Verde and worked in the Atlantic whaling trade before arriving in Seattle in 1852, where he worked as a restaurateur and barber. Entrepreneur William Grose came to Seattle in 1861, establishing a hotel near the waterfront and later buying a large ranch property above the Madison Valley east of downtown.

In the 1880s and 1890s, African Americans from the South were recruited to work in the coal mines of the Pacific Northwest, in towns such as Roslyn, Newcastle and Franklin. Although discrimination limited employment for Blacks in many industries and professions, the region offered opportunities for land ownership and economic improvement.

Two distinct African American neighborhoods developed in Seattle, in the East Madison area and the Yesler–Jackson area, and these eventually grew together to form the Central District or Central Area, as it is known today. Churches, fraternal organizations and clubs established in the late 19th and early 20th century continue to serve the community.

SPECIAL EVENTS

MUSEUMS, NEIGHBORHOODS, HERITAGE SITES, SPECIAL EVENTS AND MORE...W

HA

T’S

IN

SID

E:

Seattle Cultural Guides are a resource for visitors who want to explore the city’s rich cultural heritage. The guides feature museums and historic sites, public art works, and tourist attractions that give visitors an insider’s view of Seattle’s ethnic communities and unique history.

Seattle is proud of its diverse ethnic and cultural heritage, and its communities continue to value traditions of language, music and dance, food, arts and crafts, and celebrations that mark seasonal cycles and commemorate special events. Visitors are invited to experience these traditions and participate in these events, and in doing so, to see more of Seattle’s rich cultural dimensions.

The Cultural Guides project was created by the Cultural Tourism Program of Seattle’s Convention and Visitors Bureau, with funding from 4Culture (King County Lodging Tax) and the Paul G. Allen Family Foundation. The places, events and stories featured in the Cultural Guides that make Seattle unique are preserved and shared by dozens of community organizations and small businesses. The Bureau thanks them for their work, and especially thanks the many community volunteers who reviewed and contributed to this project.

Visit Seattle Cultural Guides online at visitseattle.org/cultural for updates and printable guides, as well as additional information on featured cultural sites. This web site also offers a comprehensive searchable calendar of cultural events including museums, performances and festivals.

In Seattle, stop by the Seattle Visitor Center & Concierge Services kiosk at the Washington State Convention & Trade Center, on Pike Street between 7th and 8th Avenues, for a full range of information to enhance your visit.



Content: Past Forward Northwest Cultural ServicesDesign & production: Seattle’s Convention and Visitors Bureau

Background image: © Linda Beaumont and Douglas Cooper, King County Courthouse Rotunda 2005, photo by Spike Mafford, courtesy of Public Art 4Culture

African American Cultural Guide, First Edition, 2008.

AFRICAN AMERICAN HERITAGE

Front cover image credits, clockwise: Pastor Patrinell Wright in Black Nativity, photo by Chris Bennion courtesy of Intiman Theatre; Jacob Lawrence Games, photo by Richard Nicol courtesy of Public Art 4Culture; Jimi Hendrix statue, photo courtesy SCVB; Northwest African American Museum, gallery photo by Jack Storms; Young musicians at the Juneteenth Parade, photo by Jack Storms.

Northwest African American Museum. Photos by Jack Storms.

Jack Storms Photo


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Sundiata African American Festival at Seattle Center.Jack Storms Photo

Early African American settlers in the Pacific Northwest included a group of former slaves who had purchased their freedom in the 1850s and settled on Salt Spring Island in British Columbia, and George and Mary Jane Washington who founded the town of Centerville, Washington (now Centralia) in 1875.

The Seattle Branch of the National Association for the Advancement of Colored People (NAACP) was founded in 1913, and is one of the oldest chapters west of the Mississippi.

Fraternal organizations including the Prince Hall Masons, the Colored Knights of Pythias and the Black Elks Club have a long history in the Central Area, and the Phyllis Wheatley Branch of the YWCA was established in 1919 to provide social, educational and employment support for women.

The Negro Repertory Company was established in the 1930s as the African American unit of Seattle’s Federal Theatre Project.

The Thelma Dewitty Theater at the Youngstown Cultural Arts Center in West Seattle’s Delridge neighborhood was named for the first African American teacher in the Seattle School District, who began teaching in 1947.

Dancer Syvilla Fort hailed from Seattle, and was the first African American student at Seattle’s Cornish School of the Arts in the 1930s. Fort danced with the Katherine Dunham Company, and later had her own studio where her students included Alvin Ailey, Marlon Brando, and Eartha Kitt.

In 1961, Dr. Martin Luther King, Jr. made his only visit to Seattle, speaking to an overflow crowd at the national headquarters of the Fraternal Order of Eagles. The restored building is now home to A Contemporary Theatre. A bronze bust of Dr. King by sculptor Jeff Day commemorates King’s visit and is displayed in the Allen Theatre.

Several city parks are named for prominent African Americans:Homer Harris Park at 2401 E Howell Street is named for one of Seattle’s most respected athletes and physicians. Flo Ware Park at 28th Avenue S and S Jackson Street is named for a Central Area activist dedicated to social change.

Powell Barnett Park at 352 Martin Luther King Jr. Way commemorates a pioneering coal miner and community leader. Sam Smith Park at 1400 Martin Luther King Jr. Way S honors the first African American elected to the Seattle City Council.

World War II brought a tremendous increase in the Pacific Northwest’s African American population, as workers seeking well-paying jobs in the shipyards and other defense industries migrated to the region. Seattle’s jazz music scene flourished. Yesler Terrace became the first racially integrated public housing in the nation in 1940, and the following decades brought many “firsts” for Black workers in the fields of industry, nursing, and teaching.

In 1967, Sam Smith became the first African American to serve on the Seattle City Council, and in 1968 an open housing ordinance was finally approved. In recent years, immigrants from Ethiopia, Eritrea, Somalia and Sudan have established vibrant neighborhoods on First Hill, enriching existing communities and adding new cultural traditions to Seattle’s ethnic heritage.

Black History Month Events – February, Multiple venues Numerous events celebrate Black History Month, including art exhibits, dance performances, and historical displays. www.seattle.gov/blackhistory

Sundiata African American Festival – President’s Day Weekend, February, Seattle CenterPart of the annual Festal cultural celebration at Seattle Center, Festival Sundiata features African and African American cultural traditions including drumming and dance, all kinds of music, visual art, children’s activities and a marketplace for imports and crafts. www.festivalsundiata.org

Langston Hughes African American Film Festival – April Langston Hughes Performing Arts Center, 104 – 17th Avenue S This annual event showcases films from independent Black filmmakers and works about the African American experience. The festival also features panel discussions, screenplay readings and screenings for youth, and the festival committee presents other programming during the year. www.langstonblackfilmfest.org

Juneteenth Freedom Festival & Parade – JuneEdwin T. Pratt Park, 1800 S Main StreetThis annual festival commemorates the 1863 Emancipation Proclamation, marking the end of slavery in America. Enforcement of the proclamation freed Texas slaves on June 19, 1865, and the date was celebrated as Juneteenth or African American Emancipation Day. The Puget Sound area’s first Juneteenth was held on June 19, 1890, when African Americans from Tacoma and Seattle, many of them former slaves, gathered in Kent to celebrate. Seattle’s contemporary festival is sponsored by the Seattle Central Area Chamber of Commerce, and features a parade, speakers, poetry readings, food and entertainment. www.juneteenth.com

Umoja Family Fest African Heritage Festival & Parade – August Judkins Park, 2150 S Norman StreetThis youth-oriented festival entertains, educates and empowers the community, and includes music, dance, fashion shows and other activities. www.umojafamilyfest.com

Central Area Community Festival & Parade – August, Garfield Community Center, 2323 E Cherry StreetA celebration of the cultural diversity of the community, the festival features art and cultural exhibits, games, rides, crafts, merchandise, food and entertainment. www.cacf.com

Earshot Jazz Festival – October and November, Multiple venues Seattle’s major annual jazz festival brings musicians from around the world to Seattle and presents Seattle’s finest jazz artists in a festival setting. Schedule includes performances, workshops, films, exhibitions and educational programs. The festival celebrates its 20th anniversary in 2008. www.earshot.org

Black Nativity – December, Intiman Theatre, 201 Mercer StreetA holiday tradition featuring Pastor Patrinell Wright and the Reverend Dr. Samuel B. McKinney, Black Nativity by Langston Hughes features gospel performances by the Total Experience Gospel Choir and the Black Nativity Choir, modern and traditional choreography performed by an ensemble of dancers, and an on-stage band. www.intiman.org

Central District Forum for Arts & Ideas, Multiple venuesA variety of humanities programs on local issues and performing arts by national artists are offered September through May of each year. CD Forum also produces “Food As Art”, their annual gala showcasing Seattle’s top African-American chefs and restaurateurs. www.cdforum.org

Sunday School Picnic, Seattle, ca. 1917. Courtesy of the Black Heritage Society of Washington

Books documenting Seattle’s African American heritage include Seattle’s Black Victorians and Calabash by Esther Mumford and The Forging of a Black Community by Quintard Taylor. Many additional sites are described in Mary T. Henry’s book Tribute: Seattle Public Places Named for Black People.

Wang Doodle Orchestra, Seattle, ca. 1925. Courtesy of the Black Heritage Society of Washington

Flo Ware Park

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D’Vonne Lewis at Earshot Jazz Festival. Photo by Daniel Sheehan

The Hansberry Project at ACT Theatre – Year-round700 Union Street In partnership with ACT Theatre, the Hansberry Project is a professional Black theatre company dedicated to the artistic exploration of African American life, history and culture.www.acttheatre.org

Northwest Asian American Film Festival - January

Theater Off Jackson, 409 Seventh Avenue S. Washington State’s largest showcase for Asian

American films. www.nwaaff.org

Lunar New Year Celebration - January or February

Great Hall at Union Station, 401 S Jackson Street. This multi-cultural

event features lively Lion and Dragon dances; taiko drumming;

Chinese, Japanese, Vietnamese, Filipino and Korean traditional

dance; and arts and craft booths. www.cidbia.org

International District Summer Festival - Early July

Hing Hay Park, 409 Maynard Avenue S.

The Northwest’s largest Asian American street fair

features Japanese taiko drumming, Chinese martial-arts performances,

Filipino dancing, Chinese Girls Drill Team, lion and dragon dance performances,

arts and crafts, and an array of food booths. www.cidbia.orgBon Odori - Mid July

Seattle Buddhist Temple, 1427 S Main Street. Bon Odori is a Japanese festival that

honors ancestors and celebrates traditions through costumes, music, food and street

dancing. The Bon holiday, also known as Obon, is one of the most important

Japanese Buddhist holidays of the year, and has been celebrated

in Seattle for more than 75 years. www.seattlebetsuin.com Pista sa Nayon - Late July

Seward Park, 5902 Lake Washington Boulevard S

This “town festival” celebrates Filipino culture, history and community on the

shores of Lake Washington. www.pista.orgChinatown Seafair Parade - Late July

Streets of Chinatown/International District. The parade features drill teams, marching bands,

dancers, Seafair queens, Seafair pirates, and a fabulous 100-foot long

Chinese dragon. www.chinesechamber.netFrom Hiroshima to Hope - August 6th

Northwest Shore of Green Lake. A solemn and beautiful twilight ceremony

marks the anniversary of the bombings of Hiroshima and Nagasaki. Wood

and paper lanterns carrying messages of peace are created by volunteers

and floated on Green Lake in honor of those who died and in the hope that

nuclear weapons will never be used again.Tea Ceremonies - Various locations

The Urasenke Foundation regularly presents traditional tea ceremonies at

locations around Seattle, including the Asian Art Museum and the Japanese

Garden. Ceremonies are part of the living art of Chado, or the Way of Tea,

part of the artistic and spiritual traditions of Japan.www.urasenkeseattle.com

Festál is a series of family-oriented community festivals throughout the year at Seattle Center. Several Asian and

Asian-American festivals are part of this series of community events celebrating the people, traditions, arts, history,

culture, and foods that are facets of Seattle’s rich ethnic heritage. www.seattlecenter.org/Festal.htm

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SPECIAL EVENTS

Asian Americans have played

prominent roles in Seattle

history from the beginning of

the city’s settlement. Chinese

pioneers, often single men

seeking economic opportunities,

first arrived in the 1860s to work

as laborers for railroads, mines,

canneries and sawmills. A Chinese quarter was established on the waterfront,

and later moved a few blocks

east. Economic downturns

triggered anti-Chinese violence

and discriminatory laws, but the

Chinese remained a vital part of

the growing town. After the Seattle Fire in 1889,

the center of Chinatown shifted again with

the construction of new rooming houses

and community association buildings

east of Fifth Avenue S. Japanese pioneers arrived in the 1880s,

and worked as farmers and merchants.

Single men often traveled to Washington

Territory and sent home for “picture

brides” to join them later. Discriminatory

laws related to land ownership

often thwarted the hard work of the

Issei (first generation Japanese

immigrants), although ownership

was sometimes transferred to the

Nisei (second generation, U.S. born

children) or held in other creative

ways. A distinct Nihonmachi, or

Japantown, grew around S Main

Street and Sixth Avenue S, north

of Chinatown, which catered to

urban residents and also supplied

Japanese families living in rural

areas.

Pacific Islanders have been part of

Pacific Northwest history since

native Hawaiians sailed to Puget

Sound with Captain Vancouver

in 1792. In the early 20th century, after

the Philippines became a U.S.

territory, many Filipinos pursued

opportunities for education and

employment in Seattle.

Asian American pioneers

and immigrants created a

complex multi-ethnic urban

neighborhood now known

as the International District, and were

integrated into farming areas, logging

camps and other communities throughout the

Puget Sound area. Executive Order 9066, signed

by President Roosevelt in 1942, forced Japanese

Americans on the West Coast into internment

camps for the duration of World War II. The

impact of this policy altered urban neighborhoods

and rural areas alike. Since the 1960s, Seattle has become home to

Korean, Vietnamese, Cambodian, Laotian, Thai,

Hmong and South Asian immigrants, and a fusion

of Pacific Rim cultures gives our region a unique

flavor and aesthetic. The influence of Asian cultural

traditions can be seen everywhere in Seattle – in

architecture, garden design, regional cuisine,

and the arts. While the International District

remains the heart of Seattle’s Asian

American community, regional

communities such as White

Center, Bellevue, Federal Way

and Shoreline boast vibrant multi-

ethnic restaurants and stores. Numerous festivals and events preserve

traditions, and a variety

of museums and heritage

sites interpret the histories and

cultures of Asian Americans in

the Seattle area.

International District Dragon.

Photo: MichaelCraftPhotography.com © 2007

Japanese Goodwill Monument, Mt. Baker Park. Photo: Holly Taylor

Tet Vietnamese Lunar New Year - January or February

Seattle Cherry Blossom & Japanese Cultural Festival - April

Asian Pacific Islander Heritage Month - May

Northwest Folklife Festival - May

Chinese Culture and Arts Festival - June

Pagdiriwang Philippine Festival - June

Cambodian Cultural Heritage Celebration - August

Tibet Fest - AugustKorean Cultural Celebration - September

Utsav South Asian Performing Arts Festival - October

Hmong New Year Celebration - November

FES

TÁL

Peace Lantern on Green Lake.

Photo by Laura Morton / The Seattle Times.

Photos: Jack Storms

Lion dancers are traditionally

accompanied by gongs, drums

and firecrackers, and bring happiness and good luck to Chinese community celebrations.

Photo by Jack Storms

One of the grandest buildings in the district is the Chong Wa

Benevolent Association at 522 Seventh Avenue S, an important

social and cultural center built in 1929. The Nihon Go Gakko at 1414

S Weller Street is the oldest operating Japanese Language School in

the continental U.S. The Danny Woo International District Community

Garden and adjacent Kobe Terrace Park provide elegant green space in

this dense urban area.Community activists have fought to preserve the neighborhood’s cultural and

architectural heritage. In spite

of freeway construction and

“urban renewal” projects in

the late 20th century, much

of the historic neighborhood

remains intact. Community life

is documented in publications

such as the International Examiner, the Northwest Asian Weekly, and the Seattle

Chinese Post, which has both

English and Chinese editions.

The area east of I-5 around 12th

Avenue S and S Jackson Street has become known as Little Saigon in

recent years, as newer immigrant communities establish a presence

in the district. The historic Chinatown/International District neighborhood offers

a wonderful urban experience for walking, shopping and dining. A

detailed walking guide is available on the City of Seattle’s website

at www.seattle.gov/tour/HistoricDistricts/ID.pdf.

Tlingit totem pole, Pioneer Square.

Photo by Tim Thompson.

MUSEUMS, HERITAGE SITES, GARDENS,

SPECIAL EVENTS AND MORE...

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SEATTLEASIAN AMERICAN HERITAGE

Seattle’s Chinatown/International

District is located southeast of

Pioneer Square, bordered by

Yesler Street on the north, Fifth

Avenue on the west, Dearborn

Street on the south, and I-5 on

the east. The historic district

within this area was built largely

between 1909 and 1929, and is

listed in the National Register of

Historic Places. Vibrant storefronts are home to

restaurants, galleries, gift shops,

produce markets, herbalists and

other traditional and modern establishments. Visitors may notice the

contrast between the lively ground level shops and upper floors that

are often vacant, an unfortunate legacy of changing building codes

and convoluted ownership histories. Buildings which once served as

SRO (single room occupancy) hotels catering to immigrant laborers

are slowly being restored to serve as housing for new generations of

urban residents. A closer look at this historic district reveals intriguing details of

architecture and culture. Dragons perch on light posts, greeting

visitors. Recessed ornamental balconies grace the upper floors

of Chinese association buildings such as the Gee How Oak Tin Benevolent Association at 519 Seventh Avenue S and

the Bing Kung Association

at 708 S King Street. For decades, organizations such

as these provided housing, a

social life and a safety net for

immigrants far from home. Doorway cornices reveal the names of prosperous merchants, such as the Goon

Dip Young Building (Milwaukee

Hotel) at 668 S King Street.

Signs painted on windows

and building sides advertise

long-lasting establishments

such as the Luck Ngi Music

Club at 512 Seventh Avenue

S. A mural commemorates

Filipino-American author Carlos

Bulosan in the lobby of the

Eastern Hotel at 506 Maynard

Avenue S.

Chong Wa Benevolent Association

Storefronts invite browsing in this

walkable neighborhood.

Ornamental balcony on the Gee How Oak

Tin Benevolent Association building on

Seventh Avenue S. Seattle Cultural Guides are a resource for visitors who want

to explore the city’s rich cultural heritage. The guides feature

museums and historic sites, public art works, and tourist

attractions that give visitors an insider’s view of Seattle’s ethnic

communities and unique history. Seattle is proud of its diverse ethnic and cultural heritage, and its

communities continue to value traditions of language, music and

dance, food, arts and crafts, and celebrations that mark seasonal

cycles and commemorate special events. Visitors are invited to

experience these traditions and participate in these events, and

in doing so, to see more of Seattle’s rich cultural dimensions.

The Cultural Guides project was created by the Cultural Tourism

Program of Seattle’s Convention and Visitors Bureau, with

funding from 4Culture (King County Lodging Tax) and the Paul

G. Allen Family Foundation. The places, events and stories

featured in the Cultural Guides that make Seattle unique are

preserved and shared by dozens of community organizations

and small businesses. The Bureau thanks them for their work,

and especially thanks the many community volunteers who

reviewed and contributed to this project.

Visit Seattle Cultural Guides online at visitseattle.org/cultural

for updates and printable guides, as well as additional

information on featured cultural sites. This web site also offers a

comprehensive searchable calendar of cultural events including

museums, performances and festivals.

In Seattle, stop by the Citywide Concierge and Visitor Center at

the Washington State Convention & Trade Center, on Pike Street

between 7th and 8th Avenues, for a full range of information to

enhance your visit.


Content: Past Forward Northwest Cultural Services

Design & production: Seattle’s Convention and Visitors Bureau

Background image: A marble foo dog guards the entrance to one of Seattle’s

many Buddhist Temples. Photo by Holly Taylor.

INTERNATIONAL DISTRICT

The Wing Luke Asian Museum preserves

local history, such as this c.1925 photo of an

elegant party in an open-top car. Courtesy of

Wing Luke Asian Museum.

Front cover image credits, clockwise: Taiko drummer at Bon Odori, photo by Jack

Storms; Foo dog guarding Temple, photo by Holly Taylor; Dancers at Chinatown

parade, photo by Jack Storms; Lanterns afloat on Green Lake, photo by Harry Conrad;

Cherry trees in bloom, photo by Holly Taylor; Taejon Pavilion on Beacon Hill, photo by

Holly Taylor. All other images by Holly Taylor/Past Forward unless otherwise noted.

cultural tourismLeft to Right: Annie Pardo and Tracey WickershamPhoto by: Nancy Treder


lServe on local host and steering committees for the Americans for the Arts conference in Seattle, June 2009.

lExpand and reprint SCVB’s The Artist’s Guide to Seattle, a highly successful destination cultural guide featuring 16 renowned local artists and their recommendations for visitors.

lLaunch the next two issues in the SCVB heritage guide series: Scandinavian and Latino/Hispanic heritage. Update and reprint the first two editions, Native American and Asian American, to replenish depleted supplies.

lEnhance user interface and usability of SCVB cultural events calendar, establishing it as a primary SCVB homepage attraction.

lExpand the SCVB sponsorship role with key regional cultural events, creating advertising and promotional campaigns in key markets and selling cultural packages via the Seattle Super Saver program and partner organizations.

lCreate national client events that promote Seattle’s cultural product. Integrate supportive programs for the Seattle City of Music initiative.

lPartner with the National Trust for Historic Preservation’s new Heritage Travel initiative.

lContinue successful cultural marketing tools and programs: Seattle Hot Sheet, Fresh Sheet and the Cultural Cascades regional marketing initiative.

Cultural Tourism

Photo by: Chris Bennion

seattle opera ring cycleAugust 2009Patrons/visitors expected from 49 states and 19 countries, averaging six-night hotel stays.

alaska-yukon pacific exposition centennialA century after the Alaska-Yukon Pacific Exposition put Seattle on the world cultural map, a year-long series of commemorative events for visitors and residents is planned.

Courtesy of Owen Richards Architects

seattle international film festival film centerOpening at Seattle Center in 2009SIFF is the largest film festival in the United States and Seattle is a growing city for film study, filmmaking and filmgoing.

seattle: city of music The City of Seattle will continue to grow Seattle’s live music scene and strengthen its global image as a music mecca with new initiatives launched in 2008.

Seattle Cultural Guides

Communities that invest resources in art and culture benefit from a significant return on their investment. This is particularly obvious when you look at the link between SCVB and 4Culture. We support SCVB because they understand the reciprocal relationship between healthy cultural communities and a robust tourism economy.

Jim Kelly, 4Culture

“”

Photo taken at the Seattle Opera’s costume shop. The Seattle Opera will present Wagner’s Ring des Nibelungen in August 2009. Known as the “Bayreuth of the West,” Seattle Opera has presented Wagner’s Ring for more than 30 years. The Ring was last presented by Seattle Opera in 2005, attracting audience members from 49 states and 19 countries.

Arts & Heritage Marketing


Marketing Services

As the in-house advertising agency for Seattle’s Convention and Visitors Bureau, Marketing & Creative Services supports all divisions within the bureau in their marketing efforts through web development, advertising, collateral materials and brand strategy.

Initiatives communicate key SCVB messages to customers and clients in various market segments through innovative advertising campaigns, electronic marketing and consistent brand execution.

Marketing Services

Marketing Campaigns and Web Site DevelopmentscvbLaunch the new visitseattle.org in conjunction with the bureau’s newly upgraded Customer Relationship Manager, Destination 3000. The new site will feature new tools for travelers and meeting planners as well as real-time member and calendar of events information. In addition, a new graphic layout will be introduced, providing easier navigation and enhanced functionality.

washington state convention & trade centerRe-design the WSCTC’s web site with a new look and feel, enhanced navigation and tools for meeting planners; unified site architecture will allow direct connectivity with SCVB’s site.


lRe-design and enhance SCVB’s web sites, www.visitseattle.org and www.seattlesupersaver.com, as well the Washington State Convention & Trade Center web site, www.wsctc.com.

lDevelop a new destination advertising campaign to increase short-term room night revenue during traditional and newly identified need periods.

lCreate new destination collateral, including a new Seattle promotional video, multilingual materials and other promotional materials.

lPosition Seattle as a green leader among travel destinations around the country and around the world.

www.visitseattle.org/green

marketing servicesLeft to Right: Lara Dickson, Elias Calderon, Sarah Lee, David NewmanPhoto by: Michael CraftOn location at Sea-Tac’s International Arrivals Terminal, South Satellite.

new mediaDiversify Seattle’s presence in the digital world through participation in new media channels such as YouTube and Facebook.

green seattleDevelop a new green lure brochure, e-mail marketing campaign to meeting planners and a new microsite for both SCVB and the WSCTC. SCVB’s collateral will be entirely reproduced in recycled material by the end of 2009.

voluntourismLaunch a new voluntourism web site targeted to meeting planners in need of new options for attendee programs. Serve as a resource and liaison between local charitable organizations and meeting planners.

meet you there campaignSCVB will further distinguish Seattle as premier destination for leisure and convention travelers in 2009 with the continuation of its award-winning Meet You There advertising campaign. New ads in the series will be created for convention and travel trade audiences as well as leisure travelers. A diversified advertising schedule will have a more prolific online presence and include new, creative channels such as direct mail and targeted e-mail marketing.

Page 38 2009 DESTINATION MARKETING PLAN

In partnership with the Port of Seattle, SCVB collaborated on the improvement of the International Arrivals Terminal at the South Satellite of Seattle-Tacoma International Airport. Taking elements from the Seattle metronatural brand, a 245-foot-wide mural was installed, welcoming international passengers from around the world in 20 languages and displaying a SCVB signature skyline shot. Additional joint initiatives are expected in 2009 and beyond.

Brand & Creative


Public Relations

SCVB publicity supports destination markets and initiatives by employing a wide range of strategies throughout the year:

Media blitzes in key geographic markets

Media hosting program that brings 200 qualified journalists to Seattle

Aggressive news distribution to top travel, features, lifestyle and business media

Leveraging new media channels

Collaborative publicity initiatives with SCVB members and partners

major 2009 campaigns

Convention Trade Publicity

Travel Trade Publicity

Seattle Super Saver Program

LGBT Travel

Culture

Cruise

Seattle Concierge & Visitor Services

Green Seattle

Seattle 2010

Voluntourism

Public Relations

public relations and communicationsLeft to Right: Heather Bryant, Lauren Curtin, David BlandfordPhoto by: Nancy TrederOn location at the Fremont Troll

Destination media coverage generated approximately 425 million impressions of Seattle in 2008, as tabulated by a print media monitoring service. The equivalent advertising cost for these impressions would be $10 million. Competing year-around in a competitive marketplace, the SCVB destination publicity program strengthens Seattle and King County’s global image while specifically driving travelers to member web sites and reservation lines and stimulating economic impact throughout the region.

SCVB’s local and regional communications program will continue to grow, supporting convention center expansion, the Why Tourism Matters campaign and SCVB’s proactive advocacy and issues management initiatives.

In August 2008, Seattle was the first city to be featured on Good Morning America’s “Weekend Window,” a series which highlights the country’s most spectacular places. Mimi Gates, Director, Seattle Art Museum, was interviewed at the Olympic Sculpture Park for the segment. Photo by: Lauren Curtin

Below clockwise from top: Cover of May 2008 Metronatural News; Seattle Post-Intelligencer PCMA story, 1/09/08; cover of 2009 SCVB Destination Marketing Plan and Annual Report

Destination Publicity


lOffset 2009 short-term business drop-off through all publicity campaigns.

lPosition Seattle and Washington state to maximize destination media coverage before, during and after the Vancouver 2010 Olympic Winter Games.

lFurther explore and exploit new and social media channels to expand destination publicity and engage key audiences with SCVB issues and initiatives.

lBuild on the success of local communications, advocacy and public affairs.

l Increase the frequency, timeliness and value of SCVB member news; improve and expand distribution and develop new electronic message mediums.

lUpdate SCVB communications planning and synchronize with local and regional public and private sector organizations.

SCVB Communications

A Quirky Seattle That Won’t Quite Blend InOn nearby Troll Avenue…a two-ton troll crouches beneath a support wall, staring with his one eye and squashing a Volkswagen Bug in his left hand. Children crawl up his forearms and wedge their hands into his nostrils while the parents take pictures.

– New York Times, October 31, 2008

“”

There is this vital cultural life that energizes the city at the same time you have this gorgeous setting.

– Mimi Gates, Director, Seattle Art Museum

“ ”

Seattle P-I, 1/9/2008

Communications


SCVB is a member-driven marketing organization and its members are the second-largest contributors to its revenue stream. SCVB connects the products and services of more than 800 member businesses in Seattle and Western Washington with the $5 billion visitor market, which includes tourists, convention delegates, meeting planners, professional travel planners and travel media. The SCVB Membership team also offers professional development events, orientations and a variety of networking tools throughout the year.


l Increase member value in a slowing economy.

lPlan relevant professional development and signature events based on membership surveys.

lEmploy new Destination 3000 technology to track member opportunities and identify opportunities to enhance member business success.

l Inaugurate a new SCVB sponsorship program, offering a new platform for member promotion.

lContinue to add new member promotional opportunities on the SCVB web site.

lContinue to improve and enhance the membership content on the SCVB web site.

Left to Right: Annie Pardo, Steve Maris, Rosemary RaspPhoto by: Nancy Treder

On location at SCVB Member Event at Arctic Club Hotel

Services & Support

Front to back: Kimberly Ellertson, Heather StinsonPhoto by: Nancy Treder

Weaver Multimedia Group

The Weaver Multimedia Group Seattle office, in partnership with SCVB, facilitates a growing range of advertising opportunities that reach directly to domestic and international leisure travelers, business travelers, travel trade professionals and meeting planners. Opened in 2007, the Weaver office is run by Seattle-based tourism industry professionals who work directly with SCVB members.

Seattle Official Visitors GuideAd Sales Close: February and July, 2009Publication dates: April and Oct. 2009

Seattle Meeting Planners GuideAd Sales Close: May 2009Publication Date: September 2009

Seattle Professional Travel Planners GuideAd Sales Close: January 2009Publication Date: April 2009

Seattle Super Saver Value GuideAd Sales Close: August 2009Publication Date: October 2009

scvb publications

Member Promotional Opportunities

web site advertising SCVB’s web site attracts 200,000 monthly visits and 2.4 million annual visits.

Targeted online advertising opportunities include:

lButton adslFormatted feature advertisinglSpotlight adslText ads

To advertise, contact a Weaver Multimedia Group Seattle office professional:Kimberly Ellertson Senior Account Executive(206) [email protected]

Heather StinsonAccount Executive (206) [email protected]

calendar of member events (Subject to change; updates available to members via visitseattle.org)

January Tourism Day in Olympia, SCVB Annual Meeting and 2009 Marketing Plan Presentation

February Getting the Most from Your Membership meeting

March Roundtable Membership Event, Series 1

April Getting the Most from Your Membership meeting

May Membership Open House at SCVB Offices

June Roundtable Membership Event, Series 2

July Mid-Year Update and Hotel Industry Symposium, Getting the Most from Your Membership meeting

August SCVB Members Networking Night with the Mariners

September Roundtable Membership Event, Series 3

October Getting the Most from Your Membership meeting

November Member Wine Tasting and Networking Event

December Annual Holiday Breakfast

Member Opportunities Member Opportunities

Seattle’s Convention and Visitors BureauOne Convention Place

701 Pike Street, Suite 800Seattle, WA 98101

www.visitseattle.org

Documents

2009 DESTINATION MARKETING PLAN - Deep Dish · PDF filePage 8 2009 DESTINATION MARKETING PLAN 2009 DESTINATION MARKETING PLAN Page 9 Convention Center Expansion In 2008, the