Photo: David Newman

STIA Month End Recap

MONTHLY REPORT:

May and June 2017

STIA performance for both May and June continued to set records.

May recorded the highest occupancy (89.5%), average rate ($235) and RevPAR ($210) ever achieved for the month. This was fueled by an excellent convention center calendar – with Microsoft BUILD and Tableau helping drive average rates throughout the city. June also posted the highest average rate ($276) ever achieved in Seattle (for any month) and also a record RevPAR ($257). The June occupancy of 93.2% was the highest in our competitive set, just ahead of Boston at 91.2%. Again, an excellent convention calendar – and the visit by the Toronto Blue Jays (June 9 – 11) – helped create solid compression and great average rates.

On a YTD basis, the STIA subset is at 83.2% occupancy (2.9% ahead YOY). RevPAR variance is up 11.6% (YOY) and is the highest growth in our competitive set on a year to date basis.

Forecasts for the remainder of 2017 look very strong – with an expectation of achieving an 83% annual occupancy this year – which would be another Seattle record.

Congratulations and thank you all for excellent results.

ACTIVITIES:

Upstream Music Fest + Summit

Vulcan’s new Upstream Music Fest + Summit debuted over Mother’s Day weekend (May 11-13). Typically a quiet weekend, the festival made a splash with over 300 artists in 25 venues, over three days in the Pioneer Square neighborhood. Visit Seattle was a foundation sponsor of the event and hosted the media lounge and a 40 x 40 foot activation pavilion in the CenturyLink Field North Lot. We brought in partners to supply bites, beverages, and special activations in both the media lounge and pavilion, keeping Seattle top of mind with special touchpoints for our local, national and international media, as well as passersby.

We are eager to see this festival grow in the next few years, as the caliber of musicians this first year was remarkable. It’s bound to draw more and more national attention (and visitors). We can’t wait to engage with all of our hotel partners earlier to cross-promote this amazing new asset to our city.

Upcoming Visit Seattle Video Content Series- The Emerald Race, Turning Tables

As part of our marketing strategy to create more and more video content about Seattle, the Visit Seattle marketing team has been busy filming some special new series that will debut this fall. We are partnering with CBS on a new series called The Emerald Race. It features former winning contestants from popular reality show The Amazing Race who are invited to Seattle for a similar adventure that takes them to all corners of town, as well as exciting outdoor excursions nearby.

Coming off the wild success of our music series Sounds by the Sound, we are again partnering with REVOLT TV to create a new show that marries Seattle’s music and food scenes in a unique way. Turning Tables pairs Seattle’s top chefs and well-known musicians to collaborate and design a special experience for guests that shows off each craft and how they can inspire one another. The chef will design a special menu, and the musician will play a custom set list. Our first episode featured Chef Renee Erickson (Bateau, Bar Melusine, etc.) and famous local music artist Mary Lambert. We’ll be filming more episodes this summer. We can’t wait to share them with you.

#seattleproud

Despite the current federal administration’s failure to acknowledge June as LGBTQ Pride Month, Visit Seattle created a short film sharing the message that Pride in Seattle is celebrated, and even goes beyond the month of June. Local business owners, residents and advocates shared what it meant to be #seattleproud, in a community where Pride is part of the fabric that makes the city so special to live in and visit; where all people are welcome.

This year, Pride looked much different, as more people used it as a true activism platform once again and marched with even more purpose than in years past. The Greater Seattle Business Association (our city’s LGBT and allied chamber of commerce), helped us extend the #seattleproud message at the Seattle Pride Parade on June 25 with on-the-ground activations. They distributed hundreds of rainbow hats and buttons, asking parade-goers to write on the hats why they’re #seattleproud. They were popular: the hats were gone in less than hour.

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.

May YTD RevPAR Overall 2017 %Change YTD RevPAR Weekend 2017 %Change
5 year average $83.73 $84.02
2016 $98.84 $102.99
2017 $108.94 10.2% $93.82 9.8%

 

June YTD RevPAR Overall 2017 %Change YTD RevPAR Weekend 2017 %Change
5 year average $92.42 $93.90
2016 $109.33 $103.81
2017 $119.77 9.5% $115.30 11.1%

Collections:

  • June YTD collections: $3,033,497 (not all collections recorded

Expenditures:

  • June YTD expenditures: $4,943,805

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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