LEADERSHIP MESSAGE

2008 BOARD OF DIRECTORS:
Ryan Lee Beckett
RE/MAX 37 House
Verlynn Best
Fairfield Inn & Suites by Marriott
LEADERSHIP MESSAGE
On behalf of the Board of Directors and staff of the Yakima Valley Visitors and Convention
Bureau (VCB), we are proud to present our 2008 Annual Report.
Lee Callarman
Smith Barney
2008 was a year of opportunities and challenges.
One of the highlights was the communitywide process we led to plan and launch a new
destination branding program. This resulted in not
only a new marketing focus, but also a renewed
involvement of the industry to a unified and
consistent message about the destination.
John Colgan
Yakima Valley Community Foundation
Dale Drury
Legends Casino
Mike Gilmore
Yakima Federal Savings & Loan
Karen Krueger
Orchard Inn Bed & Breakfast
Elizabeth McGree
JEM Development
During the second half of the year, the faltering
economy became a concern across the region and
President & CEO
2008 Board Chair
around the world. In regards to tourism, the Yakima
Valley did experience some effects from the slowing economy, but many sectors continued to
perform at stable or increased levels.
Kathy Miller
Miller & Associates Wealth Mgmt, LLC
According to Washington State Tourism research,
John Cooper
Greg Luring
McDonald’s
Chris Malland
Yakima Sports Center
Doug Picatti
Picatti Brothers
Wanda Riel
Holiday Inn Express
Linda Sellers
Velikanje Halverson
Eve Semon
Retired
Jamie Stickel
Yakima Herald Republic
Mathew Tomaskin
Yakama Nation
Robert Utz
Hilton Garden Inn
Becky Yeaman
Thurston Wolfe Winery
Dick Zais
City of Yakima
EX-OFFICIOS:
Luz Bazan Gutierrez
Hispanic Chamber of Commerce
Rand Elliott
Yakima County Commissioner
Barb Glover
Wine Yakima Valley
Brian Johnson
Public Facilities District
Norm Johnson
City of Yakima
Mayor Jim Lemon
City of Union Gap
David McFadden
New Vision
Mike Morrisette
Greater Yakima Chamber of Commerce
Gene Rostvold
Yakima Valley Sports Commission
Herb Schmidt
City of Selah
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Eve Semon
Travelers spent an estimated $327 million in Yakima County. Visitor spending in
the region grew seven percent in 2007 (most recent year figures available).
Visitors create more than 3,420 jobs directly in tourism related industries.
Tourism creates an additional 1,829 jobs for Yakima County in support industries
including finance, construction, food processing, education, insurance, real estate
and wholesale trade. The average wage of these jobs exceeds $40,000.
Visitor spending in Yakima County creates $24 million in state and local taxes, new
revenues that help support our local roads, police and fire services, parks and
quality of life.
Tourism plays a central role in generating new revenues and jobs for our community, while
sustaining a quality of life we all enjoy. As the designated agency responsible for this important
industry, the Visitors and Convention Bureau works hard to build tourism for the Yakima Valley.
READY, SET, LAUNCH!
In August, VCB staff and Board members hit the road
in a Yakima Valley trolley for a three-city launch of the
new tourism brand. Following a seven-month process
of research, visitor surveys, community workshops,
and interviews with local leadership, the organization
unveiled a new brand strategy to best position the
Yakima Valley as a destination.
Four “core elements” were determined to best position
the Yakima Valley: A destination that is accessible, fun
and offers personal rewards or relaxation. Visual assets
include a new logo which serves as a tourism icon for the VCB and other Valley communities,
organizations and businesses, new designs for the website, advertising, publications, etc. An
80-page brand manual directs staff goals to strategically market the Yakima Valley. VCB staff
conducted workshops in various Yakima Valley towns to educate tourism business leaders on
the branding. As a result, businesses and organizations have adopted the strategies.
Yakima Valley Visitors & Convention Bureau • visityakimavalley.org
VCB STAFF:
MARKETING
The Marketing Department dedicated much of 2008 to the branding process and gained new
focus from that effort.
Adminstrative
John Cooper
President & CEO
Wendi Bixler
Controller & HR Manager
With supporting research, wine and “farm fresh fun” experiences were determined the top focus
to best position the Valley. Sunshine and climate, cultural heritage, outdoor recreation and easyaccess were determined to be strong support elements of the destination.
Core elements, or words used to describe
the Yakima Valley experience, were defined
through the process. The marketing
department developed tools to best
communicate the core elements to Yakima
Valley tourism promoters.
With the new focus, the marketing
department redesigned the main consumer
website and created eight micro-sites for
consumer information.
Partnerships with local businesses and
organizations utilizing the creative assets
designed for the campaigns increased the
impact of campaign messages.
Stephanie Gangle
Office Manager
Barbara Fleming
Receptionist
Convention Center
Connie Upton
Convention Center General Manager
Lisa Krous
Senior Convention Center
Sales Manager
Hope Fulcher
Convention Center Sales Manager
Sheldon Butler
Director of Operations
Convention Sales
Anne Moneymaker
Director of Convention Sales
Brynn Kloster
Senior Sales Manager
Corie Shaw
SunDome & State Fair Park
Sales Manager
Member Services
Michelle Hopkins
Director of Member Services
An important partnership in 2008 was with Yakima County, who sponsored a visitor map which
included all wineries in the Yakima Valley. This map was distributed with the Yakima Valley
Official Visitors Guide™ in February and is still in very high demand.
Sports Marketing
Rich Austin
Director of Sports
In addition to the distribution of 90,000 Yakima Valley Official Visitors Guides™, the VCB
purchased advertising in various leisure travel publications. Gross audience exposure for 2008
advertising totaled 19,135,000.
Richard Huebner
Sports & Member Services Coordinator
Washington State Visitor Guide
AAA Tourbook
National Geographic Traveler
Conde’ Nast
Wine Press Northwest
Seattle Times/PI
NW Source
Jamie Patrick
Sports Sales Manager
Visitor Services
Pam Alamos
Visitor Information Center Manager
Diane Smestad
Travel Counselor
Christine Amos
Travel Counselor
Herb Schmidt
Travel Counselor
Tourism Development
Katie Heaverlo
Director of Tourism
Kirsten Danielson
Director of Marketing
Daniel Writer
Graphics & Web Developer
VISITOR INFORMATION CENTER
2008 marked the fifth year of operation for Yakima Valley’s Tuscan-themed Visitor
Information Center off Interstate-82. Visitor Information Center staff provides lodging,
attraction and event information to travelers. The center contains a variety of unique
gifts, many of which are made in the Yakima Valley. The Visitor Information Center offers
custom-made gift baskets year-round. Washington wine country enthusiasts enjoy a
growing inventory of Yakima Valley wine for sale at the facility.
Summer brings the largest numbers of visitors where they are greeted by staff and
volunteers as well as fresh fruit and produce offerings from local farms. In 2008, the Visitor
Information Center responded to 42,337 visitor inquiries, a 7% increase over 2007.
Yakima Valley Visitors & Convention Bureau • visityakimavalley.org
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YAKIMA VALLEY EVENTS
TOURISM DEVELOPMENT
MEMBERSHIP AND EVENTS
Group & Leisure Tour
Yakima Valley maintained its consistent exposure at trade
shows in 2008. The group and leisure markets continue as a
high priority.
Membership
There are more than 380 businesses and organizations that
are members of the VCB, contributing in excess of $113,000
in dues to support our efforts to advance tourism.
VCB staff attended the following group and leisure trade
shows in 2008:
Go West Summit
Travel Industry Association Pow Wow
National Tourism Association Annual Conference
Seattle Travel Show
L.A. Times Travel & Adventure Show
Two Nation Vacation Travel Show – Seattle
Seattle Hotel Concierge Association Trade Show
Washington Wine Highway
Seattle Times Travel & Adventure Show.
Holiday Reception and Silent Auction
The 19th Annual Silent Auction and Holiday Reception played
host to more than 500 people. This year’s event raised
$36,622 for the VCB, thanks to the generosity and goodwill of
VCB members and the community.
Media Exposure
Media exposure of the Yakima
Valley increased in 2008
largely due to the creation of
a media relations campaign
spearheaded by the Yakima
Valley VCB with the Tri-Cities
Visitors & Convention Bureau
and Washington Wine Country
organization.
Green Rubino (formerly
Hadley Green Creates), a
Seattle-based public relations
firm, was hired to direct the
campaign to promote winery tourism and year-round culinary
travel to the Yakima Valley and Columbia Valley regions. By
the end of the year, this campaign, coupled with our efforts,
had generated an estimated $282,000 in advertising value.
The Yakima Valley enjoyed exposure in the following media
in 2008:
425 magazine
Evening Magazine
New York Times
Northwest Travel
Saveur magazine
Seattle magazine
Seattle Metropolitan magazine
South Sound magazine
Sunset magazine
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Yakima Valley Visitors & Convention Bureau • visityakimavalley.org
Annual Lunch and encore! Awards
In April, the VCB hosted a festive Annual Lunch titled the
“National Tourism Party Convention” which was a humorous
play on the events of the 2008 election year. The guest
speaker was Pat Cashman, on-air talent and writer for the
multi Emmy award-winning “Almost Live” sketch comedy
show that ran on KING TV in Seattle. Pat embraced the
theme and played the part of the “candidate” who was
protected by VCB “secret service” agents. At the event, the
VCB honored well deserving businesses and individuals
that made a positive contribution to our community by
consistently providing excellent service and leadership. This
kind of outstanding service brings visitors back to the Yakima
Valley. We congratulate the following recipients of the 2008
encore! Awards:
Tourism Business of the Year
ma
Committee for Downtown Yakima
Winery of the Year
Piety Flats Winery
Restaurant of the Year
Greystone
The White Glove Award
Hilton Garden Inn
Tourism Person of the Year
Verlynn Best
YAKIMA VALLEY EVENTS
YAKIMA CONVENTION CENTER
CONVENTION DEVELOPMENT
Completing five full years of operation since the expansion,
the Convention Center brought a record $7.4 million into the
local economy in 2008. In addition, the facility achieved record
numbers in the future event days booked and in all revenue
categories.
2008 Room Nights (Actual and Future)
Actual convention room nights held were up slightly (+1%)
compared to 2007. Future room nights confirmed was down 7%
largely due to increased competition and the uncertain economy.
The Convention Center feasibility study was completed and
documented that the center has been successful in exceeding its
proportionate share of the regional group meetings. The major
strengths of the facility noted were service, quality of the facility,
central location and moderate rate structure. The study found
that virtually every planner surveyed noted the friendliness and
expertise of the convention center staff.
A five-year capital facilities plan was developed to upgrade the
existing facility.
Work also began to build support for future enhancements of the
center, specifically an outdoor plaza.
Sales Activities
The entire sales team, as well as many of our industry partners,
hosted a spring reception near Olympia for representatives from
twenty various associations and government agencies.
In the fall we returned to Olympia with a newly branded
“Farmer’s Market Luncheon Extravaganza.” Attendees loaded
up on “farm fresh” Yakima Valley produce and local products.
Convention Services
The VCB purchased an on-line group reservations system. This
service can be utilized in all market segments of the VCB.
Our Volunteer Information Specialists logged a record 978
hours and assisted 6,896 convention delegates at the Yakima
Convention Center and the Yakima Valley SunDome.
FUTURE DAYS BOOKED
Conventions
Other
Total
2007
223
372
595
2008
205
423
628
2007
$302,994
$408,508
$711,502
2008
$352,089
$382,512
$734,601
REVENUE
Conventions
Other
Total
New Business
The VCB hosted a VIP reception for the Washington OnSite Sewage Association board. After our presentation, they
unanimously decided to have their 2010 Convention in Yakima.
This new piece of January business is estimated to generate 700
total room nights.
SKILLS USA is another new group that confirmed for three years
and will generate approximately 700 new room nights each year
over 2009 - 2011. They are now also considering making the
Yakima Valley their permanent home for up to ten years.
Industry Involvement & Education
VCB staff attended the Professional Conference Management
Association International Conference in Seattle. Around 3,400
industry professionals attended the conference.
Brynn Kloster completed the Level Two Sales Training workshop
offered by the Western Association of Convention and Visitors
Bureaus. Brynn was also appointed to be Chair of the Associate
Relations Committee for the Washington Society of Association
Executives.
SunDome & State Fair Park Sales
With support of the Tourism Promotion Area a new position was
created to promote State Fair Park facilities. The VCB attended
the first Annual Christian Meeting Planner Conference and
Exposition in Atlanta. Thirty-five new accounts were opened as
a result of that conference.
Sue Davis and Anne Moneymaker at the annual conference
of the Association of Washington School Principals
A total of 91 new accounts were opened for State Fair Park.
Yakima Valley Visitors & Convention Bureau • visityakimavalley.org
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YAKIMA VALLEY SPORTS COMMISSION
The sporting event market continues to grow, providing significant
economic benefits for the Yakima Valley. The Yakima Valley Sports
Commission staff works to expand existing sporting events and
tournaments, attract new events, and promote the Yakima Valley as
a premier sports destination in the Northwest. The economic impact
of sports tourism in the Yakima Valley grew to an estimated $17.7
million in 2008.
Washington Interscholastic Activities Association (WIAA)
With the Yakima Valley SunDome, Gateway Sports Complex at
Kiwanis Park, Carlon Park in Selah, Yakima Tennis Club, Apple Tree
Golf Course, Parker Field and Yakima County Stadium, the Yakima
Valley is host to several WIAA State High School Championships
including 1B, 1A and 2A basketball, 1B, 2B and 1A volleyball, dance
and drill, 1B, 2B and 2A softball, 1B, 2B and 1A tennis, 2A golf, 1B, 2B, 1A and 2A baseball.
Yakima Valley Sports Commission’s Signature Events
To generate revenue for Sports Commission operations and to increase hotel room nights, the Yakima Valley Sports
Commission organizes, promotes and operates three signature events:
Yakima Valley Sports Awards Luncheon (June 4)
Awards were given in 20 high school sports for boys and girls at the 2008 Sports Awards Luncheon, attended by
almost 600 people.
Yakima Hot Shots 3-On-3 Basketball Tournament (August 29-30)
A record 293 teams participated in the 2008 Hot Shots Tournament held on 22 courts in the streets of downtown Yakima.
SunDome Volleyball Festival (September 12-13)
Sixty-four varsity and 16 junior varsity volleyball teams came to the Yakima Valley for the annual SunDome
Volleyball Festival.
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Yakima Valley Visitors & Convention Bureau • visityakimavalley.org
LOOKING AHEAD TO 2009...
The following is a synopsis of the 2009 Business Plan for the Yakima Valley Visitors and Convention Bureau:
DESTINATION BRANDING
• Implement brand strategies developed in 2008.
• Encourage outside agencies, businesses and
organizations to adopt and advance brand concepts.
• Encourage agriculture and locally produced products
to adopt the “Made in Yakima Valley” and “Grown in
Yakima Valley” logo designs.
VALLEY WIDE UNIFICATION
• Unify the Yakima Valley visitor industry and communities
through marketing efforts and by improving
communication channels.
• Be sure that the VCB Board has representation from
throughout the Valley.
COMMUNITY AND GOVERNMENT RELATIONS
• Build recognition as the community leader in economic
development for tourism through effective community
and government outreach efforts.
• Continue communication strategies targeting public
and private stakeholders. Build awareness of the
importance of the tourism industry.
CONVENTION AND GROUP SALES
• Through various sales efforts, generate 210 convention/
group sales leads and book 43,000 future room nights.
• Increase the number of sales blitzes/trips to the Puget
Sound corridor.
• Get more local organizations to solicit and host
conventions and meetings.
CONVENTION CENTER
• Seek funding and begin the $2.8 million Convention
Center Plaza expansion.
• Implement year one of the Capital Facilities Plan,
making capital improvements to the existing building.
• Update promotional items to compliment the new
brand strategies.
• Expand green practices at the center.
MEMBER SERVICES
• Provide meaningful support and services to partners to
ensure a high level of satisfaction.
• Build membership, recruiting 25 new members and
sustaining an 80% retention rate.
• Develop workshops and programs that assist member
businesses in their marketing and operations.
TOURISM DEVELOPMENT
• Increase media stories on Yakima Valley attractions
and communities through the public relations partnership
with Washington Wine Country, Tri-Cities VCB and
Tourism Walla Walla.
• Participate with Washington State Tourism or through the
PR partnership on various media sales calls.
• Actively promote the region to the group tour and
international markets.
• Conduct a detailed visitor profile study of travelers to
Yakima County.
SPORTS COMMISSION
• Expand and enhance existing Washington Interscholastic
Activities Association championships.
• Provide leadership in the development of sports facilities.
• Build broader public awareness of the Yakima Valley
Sports Commission.
• Grow the signature events of the Yakima Sports
Commission in terms of revenues, team participation and
local economic impact.
VISITOR SERVICES
• Provide exceptional customer service to more than
18,000 visitors to the Visitor Information Center (VIC),
encouraging them to extend their stay.
• Maintain Visitor Information Center sponsorships and
secure additional sponsors.
• Expand the retail offerings at the VIC with a specific focus
of increasing locally made products.
LEISURE MARKETING
• Increase total visitor inquiries (on-line, written, visitor
center and e-mail) to 45,000.
• Increase the average number of pages viewed per visit
on the VCB website 50% to eight pages per visit.
• Upgrade and increase leisure web promotions.
• Create and place print advertisements that incorporate
brand strategies. Publications include Wine Press
NW, Western Journey AAA magazine, Edible Seattle
and Northwest Travel.
For a complete copy of our 2009 Business Plan,
please contact our office at (509) 575-3010.
Yakima Valley Visitors & Convention Bureau • visityakimavalley.org
7
10 North 8th Street
Yakima, WA 98901
T: (509) 575-3010
F: (509) 575-6252
(800) 221 0751
visityakimavalley.org