2017-012-Laughing Horse Arts-Jazz in the Valley

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•For the past 15 years,JIV has provided a survey for festival attendees to fill out and asked where they were from,how many nights they were staying and how they heard about us.This year we asked attendees who purchased a ticket during the festival if they lived in Kittitas County and if not,did they live in Washington State or elsewhere. •This year's webpage provided an avenue for people to subscribe enabling them to receive information from us on a year-round basis.With our new webpage redesign we hope to make this even more robust. •Through some of the ads we placed last year we have received valuable demographic information. Combining this with the email addresses we collected through sales at the Chamber Office,our on-line ticket sales (through ShowClix)and those provided from the webpage and festival surveys we hope to direct market to this audience and request feedback on their festival experiences. •We have budgeted over $20,000 for advertising outside of the County. o We purchase print advertising in Yakima,Tri Cities and Seattle o We purchase radio advertising on KPLU (now KNKX)and NWPR o We were underwriters for programs on KPLU (now KNKX)and NWPR for the three months prior to the Festival. o We purchased a 2/3 page ad in NW Travel Magazine that covers a four state area and British Columbia and will be evaluating its impact. o From the demographic information collected from our online ad campaigns we hope to engage people in a more direct and on-going fashion.This is a work in progress but it provides some interesting possibilities for promoting other events happening in our community. 3.What tools will you use to measure your event's impact on tourism?Please be specific and provide examples.Include the following information: I.Is your project/event year-around or is it seasonal of date-specific? II.What strategies will you employ to assure you are attracting tourists from at least 50 miles away? III.What strategies will you use to assist in marketing all of the Kittitas County as a tourist destination? I.Jazz in the Valley is a date specific event.Since our second festival,18 years ago,we have advertised our event as always occurring the last weekend in July.The next festival will be on July 28,29,30 2017. II.Strategies employed to assure we are to attracting tourists at least 50 miles away: This year: •We increased our On-line exposure through Facebook ads and media blasts. •We have our festival listed on many music festival websites. •For the last 15 years,a couple of board members have auctioned off a Festival package (tickets, lodging,and a dining certificate)to benefit a Statewide Non-profit Foundation.Many of the winners come back every year. •Contacted:12 motels,1 B&B in EIIensburg and 4 campground/RV Parks Their best guesstimate of rooms specifically related to Jazz in the Valley (over two nights): o 11 motels reported counts +1 B&B:535 rooms o 4 campground/RV Parks:162 sites •Our webpage has a lodging page that links to all of the accommodations in the county.Google Analytics showed that there were 644 contacts to this webpage,280 of which exited our webpage to access one of the listings. Application Questions Page 2