Snohomish County Regional Destination Development, Washington, USA (2017-18)

Snohomish County Regional Destination Development, Washington, USA (2017-18)

Snohomish County Regional Destination Development, Washington, USA

Project Overview

To implement its 2018-2022 Strategic Tourism Plan, the Snohomish County Department of Parks, Recreation and Tourism (SCPRT) and Tourism Bureau (SCTB) has embarked on a transformational project transitioning its tourism industry from a local orientation to a collaborative regional orientation. The process involves aggressive destination development, marketing and promotions efforts, as well as the active participation by all county stakeholders.

Future iQ was contracted to lead Stages One and Two of this project. Stage One involved background research including an online regional industry participant survey to gauge perceptions about the future of tourism in each region, areas of opportunity and threat, changes occurring, and the appetite for change and sensitivity to a range of future shaping trends. Future iQ also facilitated focus group sessions to gather additional input and developed a Baseline Assessment Report. Stage Two of the project will involve building the support and framework to implement the actions required to attain collaborative regional tourism destination development within the County. This stage has involved extensive stakeholder engagement including the first ever Snohomish County Tourism Summit, 4 regional day-long Think Tanks, production of 4 regional scenario-planning Think Tank Reports, and development of survey data visualization. This Fall, Future iQ will co-host stakeholder roundtables to integrate the County’s marketing and promotion strategies with action ideas for destination development. Future iQ will also research and develop a visitor value chain analysis of Snohomish County’s current visitor offerings to be compiled in the production of a Collaborative Regional Destination Development Action Planning Report for each of Snohomish County’s four regions.

Future iQ®'s Role in this Project

    Stage Two (2018):

    • Facilitate the initial Snohomish County Tourism Summit
    • Perform a regional tourism organization network analysis
    • Facilitate 4 regional day-long Think Tanks
    • Produce 4 regional scenario-based Think Tank Reports
    • Facilitate regional Roundtables that integrate promotions and marketing strategies with destination development
    • Research and conduct a visitor value chain analysis of Snohomish County’s current visitor offerings including Workshop/Focus Group with tourism industry stakeholders

    Stage One (2017-2018):

    • Conducted background research on relevant local, regional and macro trends impacting the tourism industry
    • Reviewed existing planning efforts to understand progress already made
    • Developed an online survey for regional industry participants to gauge perceptions and appetite for change
    • Facilitated focus groups with key local stakeholders and community members
    • Produced a Regional Baseline Assessment Report

Additional Resources and More Information