HomeMy WebLinkAboutAddendum - 1CONTRACT AMENDMENT
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AMENDMENT NO:
1
CONTRACT NUMBER:
S-00321072
CONTRACT TITLE:
Tourism Marketing Support
Program
NAME AND ADDRESS OF CONTRACTOR/VENDOR:
City of Renton
1055 S. Grady Way NE Ste. D3
Renton, WA, 98057
ISSUED BY:
Port of Seattle
2711 Alaskan Way, Pier 69
Seattle, WA 98121
AMENDMENT DESCRIPTION
Scope Update
DESCRIPTION OF AMENDMENT:
1.Amendment History:
Contract Cost Recap Amendment # Amount
Original Contract Value N/A $10,000.00
Previous Amendments N/A $0
This Amendment 1 $0
Total Current Contract Amount $10,000.00
2.The purpose of this amendment is to update change in the Scope of Work according to the below
information:
Scope of Work
Project goals
The goal of the Renton Community Marketing Campaign is to promote Renton as a destination
for tourism, recreation, business opportunity and investment using the latest technologies. The
campaign goals align closely with the objectives of the Port of Seattle and aim to increase visitor
traffic to Renton through SEA International Airport.
Through campaign efforts to grow awareness and increase overnight stays, the campaign aims
to make Renton, as a part of the greater Seattle region, a travel destination of choice for visitors
outside Washington state.
The plan for late 2022-early 2023 is to use geolocation technology to determine Renton visitor
demographics, including where visitors come from and what drives their visit (i.e., hotels, events,
parks, attractions). Geolocation data can also provide valuable insights on whether visitors stay
overnight and if so, how long they stay. Collected data provides the opportunities to retarget
those visitors to return to Renton. The project will use the data collected through geolocation to
create a targeted marketing campaign that resonates with an audience already engaged and
illustrating a high likelihood of returning to the area and sharing their experience within their
networks.
A marketing campaign based on data collected through geolocation technology has the ability to
create targeted promotions of events that resonate with an audience outside the state. A
geolocation marketing campaign campaign will include developing a targeted audience of
potential visitors from 50+ miles outside of Renton and outside of Washington state using
geolocation visitation habits, serving them ads and then tracking attribution (of those who saw
the ad, how many visited Renton; and how many stayed overnight in a Renton lodging property.)
CAG-22-157, Adden #1-22
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Ad campaigns will leverage multi-cultural events and celebrations of song, dance, food and
music from the rich communities that have earned Renton the designation as one of the most
ethnically diverse cities in the United States.
Scope of work
The project will target an audience outside of Washington state with digital ads that highlight
Renton as a destination for cultural travelers. Ads will focus on top visitor drivers, which may
include foodies, art lovers, outdoor adventurers and guests to the Puget Sound region looking for
a convenient location close to SEA International Airport and only minutes from Seattle. After
geofencing the Renton area and reviewing data back to 2018, an ad focus will be determined to
best maximize ad spend.
The project scope includes the following activities:
Geofence all Renton hotels, downtown attractions, high-visitation/event areas (parks and
outdoor spaces) and the city of Renton itself
Develop a geolocation-based marketing campaign using collected data (may be for an event
or brand campaign)
Target those who’ve visited in the past 3 years, encourage them to stay overnight
Create campaign concepts (2 options)
Refine chosen concept (include Port of Seattle logo)
Design digial geolocation ad (6 sizes/formats) and campaign landing page; include Port of
Seattle logo
Coordinate with Port of Seattle for review and approval of Port logo placement
Using the geolocation platform, deliver digital ads to reach a targeted audience of potential
visitors from 50+ miles outside of Renton and outside of Washington state using geolocation
behaviors
Combine geolocation data with geolocation digital marketing results to track Renton visitor
demographics including where visitors came from and advertising attribution (of those who
saw the ad, how many visited Renton; and how many stayed overnight in a Renton lodging
property)
Geolocation data provides insights that make marketing campaigns more effective. Knowing the
states visitors came from, where they have stayed and what they did helps us reach people most
likely to fly to SEA International Airport and explore Renton and beyond. With its proximity to the
airport, Renton is a natural basecamp for visitors who want to experience Western Washington’s
diverse cultures, history and outdoor adventures.
The geolocation marketing campaign will deliver information to visitors about Renton’s proximity
to SEA International Airport through a campaign landing page on VisitRenton.com and all the
activities available once they arrive. Visitors will see itineraries for attractions, restaurant
suggestions, waterfront activities and things to do before or after their flight or cruise out of
Seattle by clicking through to read content on the website that interests them. Visitors will spend
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more time—and more vacation dollars—when they’re aware of the many activities here that
match their interests.
Collaboration
In 1997, the City of Renton, in conjunction with the Greater Renton Chamber of Commerce,
Renton Technical College, UW Medicine/Valley Medical Center and the Renton School District,
launched the Renton Community Marketing Campaign. The mission is to collectively market the
Renton community to recruit quality companies and diversify Renton's employment base. The
five partners continue to work together in these efforts.
For the geolocation project, the Campaign will collaborate with JayRay Ads & PR for strategic
planning, creative development, implementation and evaluation services.
2.Metrics/Measurable Outcomes
The Campaign partners will work closely with JayRay to monitor the following metrics throughout
the course of the year to determine the efficacy of the campaign and adjust as necessary to
support noticeable activity in the following categories:
Total visitor days (in-state and out-of-state)
Total trips (day trips and overnights) and average length of stay
Top visitor markets
Top visitor points of interest
Top visitor events (tentative)
Top points of interest (Renton hotels, downtown, parks/outdoor spaces, attractions…)
Average length of stay
Most popular days to visit (weekday vs. weekend)
Identify opportunities in previously inaccessible niches, such as cultural events, outdoor
spaces, etc.
3.Timeline
June-October: Establish geolocation sites
Identify and select specific locations (points of interest) for geofencing
Create a virtual “fence” around each selected location, as well as the city of Renton and
SEA International Airport
Complete by October 31
November: Create geolocation marketing campaign
Analyze collected geolocation data
Develop a geolocation marketing campaign based on the data, strategically designed to
attract people most likely to visit overnight
Design ad in November; run ad December to February
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Monitor campaign metrics and results monthly to identify audience engagement and
website traffic (note: geolocation data has a two-week lag)
Adjust campaign as needed
March: Analyze and report
Review data (need at least 30 days after ads end to track visitation behavior, account for
travel planning and booking window)
Submit final report and invoice to the Port by December 1, 2022
Submit a post report by March 31, 2023
4.Port Approval and Use of Port logo
a.All projects must identify the Port of Seattle (POS) as a partner or sponsor via use of the
Port logo. Prior to advertising execution or implementation, POS requires a
review/approval of the proposed placement and schedule of the POS logo on advertising,
promotion materials, booth displays, online, digital, or printed materials.
b.POS may request periodic project updates from its co-operative partner.
5.Payment by the Parties
a.Port shall contribute $10,000 to the total cost of the expenses incurred by the Vendor.
b.Vendor shall contribute a minimum of $5,000 matched funds of which no more than 25%
shall be identified as management oversight and administration of the project. If your
stated match fund amount is more than 50% of Port awarded funds, you will be held
accountable for the higher stated match fund amount and will need to provide
documentation for the higher stated match fund amount, as well as for all Port awarded
funds.
6.Port awarded funds and Match funds: 2 to 1 Ratio Required. Please complete and refer to
the following listed contract fund allocation, since you’ll be required to provide documentation for
all actual Port awarded fund expenditures and actual match fund expenditures in your final
report.
Description: Port of
Seattle
Funds:
Matching
Funds:
Total
Funds:
Tourism Geofencing Campaign $10,000 $10,000 $20,000
TOTAL FUNDS $10,000 $10,000 $20,000
Any funds obtained from the Port for tourism activities are to be used specifically, once
approved, for projects which are detailed in the Scope of Work. The focus of the Scope of Work
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should be aligned with increasing the number of out-of-state visitors (and/or increasing out-of-
state visitor expenditures within WA State) who will use Port facilities; SEA International Airport,
cruise terminals and/or recreational marinas.
7. Invoicing and Reporting
Initial request for 50% of Port awarded funds:
a.If requested, the Port of Seattle (POS) may authorize up to 50% of the POS awarded
funds in advance of the event or promotional activity, pending receipt, review, and
approval of valid documentation that clearly confirms project initiation commitment. Valid
documentation includes a report summary of project scope of work completed in addition
to third party fully signed agreements and/or third party paid invoices.
b.Do you plan to submit an invoice together with valid supporting documentation that
confirms project initiation commitment, once the agreement is executed, for up to 50% of
POS awarded funds?
Yes
No
Final Report Requirements:
a.Upon project completion, a final report, including a summary of the scope of work,
detailed metrics, and outcomes achieved, as well as all supporting paid invoice
expenditures for both actual Port and match fund amounts are required.
b.All final invoice expenditures must be listed as either Port funds or match funds as a 2:1
ratio (for every $2.00 Port funds, a $1.00 match fund is required).
c.The final report must be submitted to POS on/before the due date for review and
approval. Upon approval of the final report and supporting documentation, the awarded
organization may invoice the Port for the final report approved Port awarded fund
amount.
Final Report Due Date: December 1, 2022
Post Report Due Date: March 31, 2023
8.Miscellaneous
No Port funds can be used to underwrite general or capital expenses associated with a tourism
event or program already in progress
-Port-CONTRACT AMENDMENT
ofSeattle
Except as provided herein, the above referenced contract remains unchanged and in full force and effect.
CONTRACTOR/VENDOR: NAME AND TITLE OF SIGNER (Type or print) PORT OF SEATTLE: NAME AND TITLE OF SIGNER (Type or print)
Armando Pavone Colby Wattling
City Mayor Buyer Ill
CONTRACTOR/VENDOR SIGNATURE: DATE PORT OF SEATTLE SIGNATURE DATE
�12-16-2022
/Signature of person authorized to sign) /Signature of person authorized ta sign)
ATTEST: fa.va
Jason A. Seth, City Clerk
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12-16-2022