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SAN JUAN COUNTY HOTEL/MOTEL TAX

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Visitors Bureau spending outpacing revenue

posted 10/22/03
Hotel/motel tax revenue for San Juan County is running at 79 percent of last year's pace. The county based its estimate of funds available for tourism promotion on last year's revenues. As a result, the county is loaning money to the San Juan County Visitor's Bureau to cover the gap. The shortfall as of Sept. 30 was $56,935.

The county’s 4 percent tax on lodging is divided into two parts. The first 2 percent is used for parks, museum, theaters, fair and special projects. The second 2 percent tax which began to be collected last year is strictly for promotion of tourism.

As of Sept. 30, 2003 the original 2 percent lodging tax had brought in $174,484 compared to $219,635 for the same period last year. The revenue collected for promotion was $171,583 as of Sept. 30.

Based on the 2002 figures, the visitors bureau was told by the county auditor it could expect $350,000. SJCVB Director Deborah Hopkins said the visitors bureau board was conservative and based its budget on $300,000 from the county. The Town of Friday Harbor contributed $70,000 from its lodging tax revenue. ($50,000 plus $10,000 for the fall promotion campaign, and $10,000 for promotion of the Northern Lights Festival). Membership fees from the bureau’s members were also included in the budget.

As of October 21, 2003 the bureau had requested $236,824 from the county. The bureau has plans to spend $300,000, according to Hopkins.

The hotel/motel taxes are sent to the county from the state two months after they are collected. The September figures are for taxes collected in July. Hopkins expects the revenue coming in for August and September to bring the fund up. Bureau members have indicated business was strong in those months. "Hopefully by Nov. 1 everything will look good," she said.

REVENUE COMPARISON
HOTEL/MOTEL Sept 2002 Sept. 2003nine months of 2002 nine months of 2003
First 2 percent $62,489 $48,388 $219,635 $174,484

Two-year contract approved for tourism board

posted 09/23/03
San Juan Islands Visitor Bureau will manage the county's tourism campaign for the next two years. Commissioners Darcie Nielsen and John Evans thanked SJIVB Director Deborah Hopkins for the "excellent job" the group has done and approved the two-year extension. Commissioner Rhea Miller abstained.

The visitor bureau is funded with half of the four-percent lodging tax. Revenue is estimated to be $350,000 per year. The budget is on the table below this article.

The SJIVB marketing plan includes a fall campaign "It's Your Turn" aimed at high income couples without school age children. TV, newspaper and radio ads promoting the theme are running now.

Developing a "brand" is part of the 2004 marketing plan. Commissioner Darcie Nielsen objected to the term branding. She suggested it be called something else. Commissioner John Evans said the branding concept is an important part of business. Hopkins said the BOCC, the Lodging Tax Advisory Committee and others would be involved in the branding process.

The county ran a Visitor's Information Service for years. A booklet listing all businesses in the county was published by the VIS and sent in response to requests for information about the county. The VIS was put under the umbrella of the SJIVB when the first contract was awarded earlier this year. The VIS employees resigned in the past month. Hopkins said the SJIVB will decide how best to do their work.



2003 and 2004 WORKING BUDGET
INCOME
County $300,000 300,000
Town of Friday Harbor 50,000 50,000
(assumption)
Membership Dues 12,000 8,000
(non-lodging members)
TOTAL INCOME $362,000 $358,000

EXPENSES
Visitor Services
Chamber Contracts 36,000 36,000
Personnel and Taxes
(Visitor Services Manager and Coordinator)		 36,000 27,000
Phones and Internet $5,100 $5,100
Postage 7,500 9,000
Office Supplies and Travel 600 600
Visitor Marketing
Personnel, Benefits and Taxes
Marketing Director)		 45,100 60,100
Bookkeeper/Membership Services 7,500 10,400
Legal and Accounting fees 12,745 5,000
Rent 3,000 3,600
B&O Tax 5,250 5,250
Phones/Internet 3,000 4,000
Postage 450 600
Office Supplies and Printing 2,100 1,200
Capital Expenditures 8,500 3,000
Insurance 5,612 5,700
Memberships and Prof. Devel. and Travel 4,000 5,000
Visitor Guides 3,400
+ 14,941		 18,500
Visitor Guide
distribution		 7,772 10,000
Advertising 105,000 110,950
Travel Shows 425 5,000
Media Relations 3,000 10,000
Websites 9,000 12,000
Visitor Education and Community Relations 1,005 5,000
Research and Reporting
(EDC Contract)		 5,000 5,000
Contingency 30,000 0
(30,000 from 2003)
TOTAL EXPENSES $362,000 $358,000

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