Photo: David Newman

STIA Month End Recap

MONTHLY REPORT:

July and August 2017

Both July and August continued to demonstrate the overall demand strength Seattle is experiencing. July finished at 91.5% occupancy and August was 93.1% – both rank number two to Vancouver in occupancy. However, on a YTD basis through August – our Seattle STIA subset performance is 85.5% YTD – tying San Francisco for the strongest occupancy in our competitive set. And Seattle’s YTD RevPAR performance variance is 9.1% ($189.95) – second only to Salt Lake City’s variance of 10.2% ($81.79).

Forecasts look strong for the remainder of the year, with occupancy in downtown estimated to finish over 82%. Our business on the books at the convention center for Q4 is up 37% over 2016 – which will provide some excellent pricing compression opportunities.

Throughout the summer we created and maintained a solid presence in New York through our Rooftop Films partnership with SundanceTV. We were thrilled with the opportunity to plant seeds about Seattle travel as we move into the Fall and Winter.

Congratulations on the continuation of a great year!

ACTIVITIES:

New Visit Seattle Video Content Series Debut- The Emerald Race

We are thrilled to share our latest video content series that just debuted on VISITSEATTLE.tv, entitled The Emerald Race.  A nod to The Amazing Race, three former teams of reality stars visited this summer to dive head first into all things Seattle. The teams “race” through multi-sensory Seattle experiences to see who can not only take in the most of the city, but also the nearby natural surroundings. Seaplanes, kayaks, sailboats, off-road rally cars and bikes whisk the teams from one corner to the other—from outdoor adventures just outside Seattle, and then back into the city in time for cocktails and dinner. Seattle native Catherine Giudici Lowe, winner of season 7 of The Bachelor, serves as race host. The teams include fan favorite ultimate Frisbee buds Brodie Smith and Kurt Gibson from season 28; food scientist best friends and winners of season 25, Amy DeJong and Maya Warren; and Cindy and Ernie Halvorsen, winners of season 19.

You can watch the first two episode here. New episodes premiere each Monday through October 23 on VISITSEATTLE.tv. Be sure to watch, as upcoming episodes include cameos from a few of our own famous Seattleites like Michael Bennett and Ryan Lewis. Enjoy!

SundanceTV / Rooftop Films NYC Partnership 

Last fall, five noted filmmakers came to Seattle to create an original film based on one of the five senses. Project Five by Five was born. We screened the films at Sundance Film Festival to much acclaim and were even featured in AdWeek.

As an extension of the successful campaign, we took Project Five by Five and Seattle to New York City—a key market for us to target. In partnership with SundanceTV and Rooftop Films Series, we extended our media buy through Sundance channels, and featured Visit Seattle branding, content trailers, logo placement and Seattle treats for moviegoers at the 46 outdoor film screenings across the boroughs of New York City—all summer long, reaching tens of thousands of upwardly mobile New Yorkers.

An added value part of the partnership included three custom Seattle pop-up parties in New York. We screened our Project Five by Five films in July (and one in August), then hosted an exciting Seattle-themed after party. Highlights included: A Seattle-themed photo booth, Seattle cocktails, Washington Wine, Hama Hama oysters, Molly Moon’s Ice Cream, Seattle chefs serving up their best bites and music performances by Seattle bands Ayron Jones, Cataldo and Chastity Belt. The attendees were wowed by the Seattle spectacle. Our July and August parties each had 1,000 attendees and social impressions from the July party alone totaled 250,000.

Examples of our New York friends sharing and enjoying the Seattle love are to the left and below.

SMITH TRAVEL:

We have carved out the STIA subset and have compiled transient weekday/weekend rate, occupancy and RevPAR by month. We are reporting 2017 results as compared to a five year average (2012 – 2016) and to 2016 performance. The full report is located on the dashboard.

July YTD RevPAR Overall 2017 %Change YTD RevPAR Weekend 2017 %Change
5 year average $99.81 $102.81
2016 $118.57 $115.51
2017 $130.33 9.9% $128.19 11.0%

 

August YTD RevPAR Overall 2017 %Change YTD RevPAR Weekend 2017 %Change
5 year average $107.03 $110.67
2016 $127.41 $124.86
2017 $139.14 9.2% $138.32 10.8%

Collections:

  • August YTD collections: $4,412,411 (not all collections recorded)

Expenditures:

  • August YTD expenditures: $6,169,396

Monthly activity and social media are reported in graph form in the dashboard. For detailed information on any of our initiatives, please contact us.

Sincerely,

TomNorwalk AliDaniels_signature
Tom Norwalk
President & CEO
Visit Seattle
Ali Daniels
SVP & Chief Marketing Officer
Visit Seattle

STANDARD BOARD MEETING AGENDA:

  • Welcome
    • Board Governance
      • Consent agenda
        • Meeting minutes approval
        • Financial report
      • Updates and Discussions
        • Leisure Campaign
        • International / Overseas
        • Short-term Forecast
      • Upcoming Events
      • Questions & Wrap Up

MEETING MINUTES:

Board Meeting: May 15, 2017

Board Meeting: March 20, 2017

Special Board Meeting: March 7, 2017

Board Meeting: January 30, 2017

PRESENTATIONS:

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