2017-024-City of Kittitas (2) - Laserfiche WebLink

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APPLICATIONQUESTIONS Please answer each question completely,in the order listed,on a separate sheet attached to this application.Please include any supporting data within the response narrative. 1.Please provide a description of your project/event and identify the specific tourism audience/market that your organization will target with these funds.You must include an itemized list of exactly how any grant funds awarded will be utilized. The entire idea behind branding is to import more cash into the community that you export when locally earned money is spent elsewhere. Additionally the art of branding is setting yourself apart from others.The City of Kittitas is looking to refresh their community brand and continue creating a community for investment,business opportunities,and as a place to live and visit.With the private-sector slowly coming out of the recession,it is a perfect time to implement a campaign and refresh the community with consistency of message and impression; finding ways to import fresh cash into the community -into the tax base.The Internet has changed everything.90%of the population is now accessing the web to determine where they will live,work or play This project in front of you would allow the City of Kittitas to narrow their focus and create a niche and promote it like crazy.It will allow us to lure visitors and locals to our complementary activities such as shopping, dining,entertainment,historical attractions,etc but also include city amenities like local parks,parking,lodging,shopping,and events.A bonus will be to bring attentions to our downtown,some beautification,landscaping,street lights,benches,etc.The past year we have had a wine-tasting business,an inn,hairstylist and fitness center open.FACT:the number 1 complementary activity of visitors,in the world,is shopping,dining and entertainment in a pedestrian-friendly intimate setting -our downtown.We are wanting to build a brand primarily for the public relations.We need to reposition to deliver a perception and commit to the experience of our community and to the visitors.The following advertising will maintain our ownership of the brand that we create.Please see the items in which we are asking for the committees to review and fund:Task One:Information Gathering and Background Review which includes facilitation of town hall meetings,consulting fee from Arnett Muldrow &Associates.Task Two:Branding Resource which includes items like creative marketing concepts and brand extension components that could extend to other districts,partners,attractions,and events.These pieces would include event logos,imagery,digital media,web page concepts,allied agency logos ,and a host of other creative uses as determined during town hall meetings.Task Three: Implementationwhich includes website creation,Online Marketing,Social Media Page creation,and Print Advertising.We feel that doing this process will only make the CentralWashingtonColor.com umbrella brand stronger.It will provide additional experience to bring a full county-wide experience. 2.Please provide the following estimates of how any money received will result in increases in the number of people traveling for business or pleasure on a trip: I.Away from their place of residence or business and staying overnight in paid accommodations; II.To a place fifty miles or more away from their place of residence or business for the day or staying overnight;or III.From another country or state outside of their place of residence or business. You must provide the evidence utilized in determining your projections. The biggest,most powerful effect of branding is getting everyone on the same page pulling in the same direction.Once again,it takes a villageto win.With items that were listed in the previous question,we would say that it will bring a focus on our city and it will increase people to stop in our communitywhich would include day trip spending and overnightstays. Our city is unique to have a independent business owners that will be part of the process that will help increase our out of state and out of country visitors. Example:the inn has only been open since July 2016,they have two rooms availabledaily. So if we were able to keep them at the county occupancy of 56%(STR report as of Aug 2016)that would increase overnightsfrom project for 2016,79 room nights to 409 rooms into the year 2017.Projecting the lodging income to be $114.79 ADR x 409 =$46,949.11. That shovmwe have the opportunityto increase visitors just in that tax base by 5 times. County-wide Lodging Tax Application P a ge |10