September saw the best results of any month of the year. The STIA hotels finished at 91.4% occupancy – just behind San Francisco (91.6%) and the smaller Downtown Seattle set (91.8%). RevPAR increased 11.4% due to strength in room rate. This was the best monthly increase for all months so far in 2016.
The month benefited from the PAX West event shifting back to its normal pattern over Labor Day weekend (it was held in August in 2015). Labor Day weekend results increased significantly – increasing over 30% in RevPAR from 2015 results. Also, the Mariners hosted the Toronto Blue Jays in a three game series in the middle part of the month – helping drive occupancy and rate due to the increased demand from the Blue Jays fans traveling for the game.
Most cities in the west-coast comp set saw strong results – notably Los Angeles (RevPAR increased 29.1%), Vancouver (increased 18.6%), and San Diego (increased 12.9%). San Francisco declined 4% in the month.
On a YTD basis, STIA hotels are up 2.6% in RevPAR – driven by a 3% increase in ADR. Occupancy is 84.5% – down slightly to prior year, but only behind San Francisco in the comp set.
As the summer slips away, we are in high gear preparing for the shoulder season. We are thrilled with the engagement levels our content is receiving, so we are taking what we learned and applying it to future media opportunities. We have had great success in partnering with media outlets to create relevant content for their audiences – as experienced with REVOLT TV and Sounds by the Sound. The view through rates (the people watching episodes all the way through) on our long-form content are incredible, which I believe has to do with finding the right people to partner with. There are two new channels that we have paired up with to create some really interesting new series that will be launching throughout the Fall. Head over to VISITSEATTLE.tv to see Culture Trippers and Been There, Made That.
In addition, we are deep in the planning for Holidays, Seattle Museum Month, Taste Washington and 2017 overall. Stay tuned for emails from Nick Hawley regarding hotel package opportunities for Seattle Museum Month and Taste Washington.
And, a quick snapshot about VISITSEATTLE.tv. This channel has been live for a year, and consumers have watched over 38 million minutes of our videos, which equates to 73 years of watching.
In this new 5-part series, we invited artists from 5 different markets and creative spheres to visit Seattle and return home to make something inspired by their trip. Just as the title explains, BEEN THERE, MADE THAT. Our artists include Emily King (Grammy nominated musician), Chris Raschka (illustrator), Jimenez Lai (installation artist), Jeni Britton Bauer (ice cream maker) and Katie Deedy (wallpaper artist).
In this series we paired up a local with an “outsider” to explore some of Seattle’s subcultures (food trucks, dance, water and non-alcoholic beverages). The first episode follows two burlesque dancers through Seattle’s dance scene from hip hop to salsa to contemporary – highlighting what makes Seattle such a special place for artistic expression.
We created a mobile talkshow set armed with our host, John Roderick of The Long Winters, and filmed answers to over 60 FAQs about Seattle. These video FAQs will not only live on our site, they will create great connectivity between VISITSEATTLE.tv and visitseattle.org and be great edutainment (education + entertainment = edutainment) for viewers.
Head to visitseattle.org/FAQ to hear what John had to say about the best ways to get to Canada, how much it really rains in Seattle, and more.
We have carved out the STIA subset and have compiled transient weekday/weekend rate, occupancy and revpar by month. We are reporting 2016 results as compared to a five year average (2011 – 2015) and to 2015 performance. The full report is located on the dashboard.
|March YTD||RevPAR Overall||2016 %Change||YTD RevPAR Weekend||2016 %Change|
|5 year average||$98.93||$104.82|
Monthly activity and social media are reported in graph form. For detailed information on any of our initiatives, please contact us.
President & CEO
Vice President, Marketing
Special Board Meeting: March 7, 2017 – coming soon