HomeMy WebLinkAbout10/13/2025 - PacketORCHARD
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Meeting Location:
216 Prospect Street
Port Orchard, WA 98366
Contact us:
Phone (360) 876-4407
cityhall@portorchardwa.gov
www. portorchardwa.gov
Economic Development/Tourism Committee
Economic Development/Tourism Committee Regular Meeting
Monday, October 13, 2025
9:30 AM
Remote Access
Link: https://us02web.zoom.us/j/83306625864
Zoom Call -In: 1 253 215 8782
Webinar ID: 833.0662.5864
1. Welcome and Introduction
Economic Development/Tourism Committee members and City staff introductions
2. Discussion Items
A. Discussion: FIFA Update —Josh Johnson
B. Discussion: Sewer Rates
C. Discussion: Pre -application meetings
3. Adjournment
Next Economic Development/Tourism Committee Meeting: November 10, 2025
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October 13, 2025 Meeting Agenda
1
FIFA WORLD CUP 2026
PORT ORCHARD
TOURISM & MARKETING
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MARKETING PORT ORCHARD AS A TOURISM
DESTINATION DURING THE FIFA WORLD CUP
2026.
The goal of this document is to present information on FIFA World Cup in
Seattle in 2026 and how World Cup related tourism may impact Port Orchard
and put forth a strategy to effectively market to regional, national &
international guests to encourage time and money spent in South Kitsap.
Table of Contents:
1. Projected World Cup Visitor Impacts
2. Projected Combined Visitor Spending for Port Orchard (June-July'26)
3. Port Orchard Destination Brand Identity
4.Marketing Strategy
5. Physical Presence
6. Events & Experiences
7. Digital Marketing / Advertising Funnel Examples
3
PREPARING FOR FIFA
PRO% 'CTED WORLD CUP VISITOR IMPAC'
For the period of June & July 2026, the Seattle area is expected to see
approximately 750,000 visitors for the FIFA World Cup. This is a once in a
generation opportunity to welcome a record number of visitors into the South
Kitsap community. Let's dive into the numbers as well as some educated
speculation on potential impacts to Kitsap County and Port Orchard.
Kitsap County is projected to capture around 7-10% of metro visitors:
52.5-75k people
If Port Orchard captures a population -equivalent share (_6%) of the county's
estimated 52.5-75k then Port Orchard's projected visitor range is
3,200 to 4,500.
Visitor split, a speculation:
2/3 day-trippers & 1/3 overnight guests.
Overnight Visitor Spending (2-3 nights avg.)
Lodging: $250-$500/night
Other (food, retail, transport, rec): $100-$150/day
Total per overnight visitor:
Lodging: $500 - $1,500 (2-3 nights)
Other: $200 - $450
Total per person: _$700 - $1,950
Let's use a conservative average of $1,200 per overnight visitor.
Day Trip Visitor Spending
Ferry fare, meals, shopping, recreation: $50-$150 per visitor
Let's use an average of $75 per day -trip visitor.
4
PROJECTED COMBINED VISITOR SPENDING FOR
PORT ORCHARD (JUNE -JULY "26)
Visitor Type
Spending Estimate
Range
Overnight
$1,260,000 - $1,890,000
Day -Trip
$146,000 - $219,000
Total
$1.4M - $2.1M
SEATTLE MATCH SCHEDULE AT LUMEN FIELD
TOTAL OF 6 GAMES
Mon, June 15, 2026
Fri, June 19, 2026 (featuring the U.S. Men's National Team)
Wed, June 24, 2026
Fri, June 26, 2026
Wed, July 1, 2026
Mon, July 6, 2026
Exact opponents for Seattle's matches (other than the U.S. game on
June 19) are pending the official World Cup draw, scheduled for
December 5th 2025.
PORT ORCHARD X FIFA O-CHEDULE OF EVENTS
Port Orchard's scheduled summer events (farmers market, night market, Fathoms
concerts, Fathoms Parade, Fathoms fireworks) sandwich scheduled FIFA games, giving
Seattle visitors opportunity to visit our community and enjoy our events between games.
From a marketing standpoint we lean into our summer events as an opportunity to enjoy
authentic PNW small town fun. From an infrastructure/events point of view we prioritize
additional facilities, i.e. portable restrooms, seating, trash bins etc.
• Fathoms Concert, Thurs June 11th
• Farmers Market, Sat June 13th
• FIFA Anon, June 15, !02t
• Fathoms Concert, Thurs June 18th
• FIFA Fri, June 2026 U.S. Men's National Team)
• Farmers Market, Sat June 20th
• Night Market, Sat June 20th
• FIFA Wed June 24 '026
• Fathoms Concert, Thurs June 25th
• I-IrA Fri, June 26, lulo
• Farmers Market, Sat June 27th
• Fathoms Parade, Sat June 27th
• Bridge Blast, Sat June 27th
• FIFA Wew, July 1, 2026
• Fathoms Concert, Thurs July 2nd
• Farmers Market, Sat July 4th
• Fathoms Fireworks, Sun July 5th 1bd
• FIFA Mon July 6, 2O2
• Fathoms Concert, Thurs July 9th
• Farmers Market, Sat July 11th
• Night Market, Sat July 11th
6
MARKETING, ACTIVITIES & AMENITIES
We believe the best approach to welcoming summer visitors
should be threefold.
1. Marketing. A robust digital marketing strategy favoring targeted social Ads on
Facebook, Instagram & Youtube positioning Port Orchard as a convenient, walkable,
and fun waterfront PNW community with great food options, cafes, markets, shops,
and parks.
Enhanced presence on STAYKITSAP26.COM with drive more awareness and trip
planning to Port Orchard through SEO, original content (experience POI profiles,
itineraries), enhanced branding and advertising.
Advertising in the Seattle Ferry Terminal at Coleman dock will drive casual day trip
visitors with a 'one more ferry'digital display campaign.
Data analytics platform to track visitor origin markets, foot traffic, lodging and
occupancy trends, and event attendance - providing the city and local stakeholders
with quarterly briefings and on -demand reports. This data will inform marketing
strategy and ad targeting.
2. Waterfront experiences and activities. Geared towards locals and visitors alike,
in -person activations will enhance the experience of exploring the Port Orchard
waterfront. Experiences include; See Life Sculpture Scavenger Hunt, PO Passport &
new public works of art.
3. Increased amenities and Infrastructure. Local event organizers have pointed to
the need for additional amenities for our waterfront. Namely, restrooms & hand
washing stations, seating (benches & picnic tables), garbage bins & charging
stations.
7
MARKETING STRATEGY
This marketing strategy prioritizes targeted digital advertising that proactively engages
audiences in the Seattle, Bremerton & PNW markets. A mix of content marketing and
advertising will raise awareness of Port Orchard for multi -night stays and day trips.
StayKitsap26.com weasite & marKeting content.
Custom integrated Port Orchard city branding. (SEO, '
Discovery, Branding, Awareness)
Market directly to FIFA fans by encouraging them to visit during the World
Cup. Additional opportunities to expand the branding and presence for
Port Orchard include website itineraries, experiences & media. Custom
Port Orchard Stay Kitsap visual branding.
$6,000 ($6,500 matching funds from Love Kitsap)
Targeted Social Media & Digital Ads: (Awareness & Engagement)
Create and distribute Ads to specific visitors targeting Seattle market and the PNW promoting
Port Orchard as an a fun, affordable and convenient place to stay and recreate.
Social Ads: May 15 - Aug 15: $15,000
Analytics, Customer Data, Forecasting
Zartico is a data service that gives insights on lodging, geolocation, and spending - giving
a full spectrum picture of visitor behavior & demographics. Data will be used to
strategically plan for marketing and provide insights on ROI. Training and access for staff,
POWA, Chamber included.
2026: $5,000
Ad Creation & Management (2 Video, 2 General, 6 Match Day):
$1800
Mock up of hidden waterfront 'See Life' art pieces
along the waterfront pedestrian path.
ACTIVITIES & EXPERIENCES
Waterfront Experience: See Life Waterfront Scavenger Hunt
Fabricated steel animal sculptures of native wildlife are installed along the pedestrian
pathway to compliment the existing heron peice, creating a permanent 'See Life' scavenger
hunt along the waterfront. This creating an engaging experience for locals and visitors.
12 sculptures: $5000
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Existing heron art will become a part of a
permanent waterfront installation.
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AMENITIES & INFRASTRUCTURE
Increased Waterfront Amenities
With increased visitors it stands to reason that the Port Orchard waterfront would
greatly benefit from an increase in key amenities and infrastructure such as restrooms,
seating, garbage bins in the months of June & July. For guest comfort and to relieve
the undue pressure on businesses the following amenities should be considered.
• Portable Toilets
• Hand washing station
• Boulevard picnic tables / seating
• Extra garbage bins
• Updated Waymarker Sign
Public Art & Beautification
Incentivize additional public art by engaging with local artists to beautify and brand our
waterfront with maritime themed art pieces both temporary and permanent. Public art
engages visitors by creating a welcoming sense of place.
mock up pedestrian path mural
mock up utility box painting/wrap
mock up FIFA theme temporary art
10
DF 7INATION BRAND IDENTITY
Port Orchard's new destination brand guide provides a strengthened
brand identity and clarity on the city's tourism focussed marketing and
messaging. The result will be cohesion and intention in our destination
marketing. Please refer to the full Destination Brand Identity Guide.
destination
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Sunset Orange Evergreen Shade Earth & Cedar
11
Port Orchard Passport / Tourism Trifold
content Details:
Inside Panel 1 - Welcome & How It Works
• Short welcome message: "Your guide to exploring the Port Orchard Waterfront."
• Instructions:
a.Visit participating locations & collect a stamp at each stop.
b. Redeem completed passports for a prize at PO Farmers Market or local
business.
• Map of the waterfront with icons showing passport stops.
Inside Panel 2- Explore & Experience Stops
Feature 6-8 key locations. Possible stops include Sidney Gallery, Josephines,
Peninsula Bevo., Library.
Inside Panel 3- Themed Itineraries
Example itinerary routes:
• Family Day: Playground " Ice Cream " Bookstore > Farmers Market
• Date Night: Waterfront Stroll > Dinner on Bay Street > Sunset Ferry
• Adventure Seeker: Rent a kayak —> Paddle Sinclair Inlet " Local Brew
Back Panel - Info & Sea Life Scavenger hunt info.
• Visitor Info:
o OR code to website
o Social media handles
o Parking & ferry info
12
DIGITAL MARKETING ADVERTISING FUNNEL
EXAMPLES
Target Traveler Profile: "Ferry First Explorers"
From: Seattle, Kitsap
Behavior: Love ferry rides — waterfront stroll - coffee " food/drinks local
shops/events
Group types: Couples & friend groups (25-45 skew)
Trip length: 2-6 hours
Decision style: Spontaneous, weather -driven, event -sensitive
Hook: "Hop the ferry for an easy escape, just steps away from discovery."
Marketing Funnel Strategy
1. Awareness (Paid + Organic)
Goal: Get them to see Port Orchard as a "must -hop" destination when they're
already thinking about ferries or short day trips.
Social Media Ads (Meta/Instagram + TikTok): Short, cinematic ferry clips:
"Seattle to Ferry to Footsteps in Port Orchard." Carousel ads with "What's 10 minutes
across the water? Coffee. Ice cream. Strolls."
Weather -based creatives ("Sunny weekend? Hop the ferry.")
SEO/Content Marketing: Blog + reels: "5 Easy Day Trips Across the Puget Sound"
" highlight PO.
2. Engagement (Retargeting Warm Leads)
Goal: Give them reasons to come this weekend —events, markets, or seasonal draws.
Retargeting Ads (FB/IG, YouTube): "This weekend in Port Orchard" — carousel of
events (farmers market, music, waterfront festival).
Event Micro -Landing Pages: Built for each season or festival. Includes ferry
schedule + passport brochure PDF.
Weather -triggered Ads: Dynamic ads served only on sunny Fridays & Saturdays:
"It's beautiful out —hop the ferry for an easy waterfront escape."
13
3. Conversion (Action)
Goal: Drive foot traffic + passport use.
"Port Orchard Passport"
Geo-target ferry terminals with ads: "Pick up your passport and explore Port Orchard!"
Offers & Bundles: "Show your passport for a discount" at partner cafes/shops.
Free Foot Ferry day trip promos with KT partners.
4. Loyalty (Retention & Advocacy)
Goal: Turn day-trippers into repeat visitors + micro -influencers.
Retargeting Ads Post -Visit: Serve ads with "Next up in Port Orchard" seasonal ideas.
UGC Campaign: Feature top posts on PO channels. Run UGC contest.
Email Drip: Collect emails from digital passport downloads > send seasonal itineraries
("Holiday Strolls," "Summer by the Inlet").
Campaign Flow Example
Day 1-3 (Awareness): IG Reels + TikTok ads of ferry hopping folks coffee + strolling.
Day 4-5 (Engagement): Retarget with "This weekend: Live music at the Farmers Market"
+ weather -triggered ad.
Day 6-7 (Conversion): Push digital passport + ferry schedules.
Post -Visit:
Serve retargeting ad with "Come back for X event!"
Key Messaging Angles
• Ease: "10 minutes across the water."
• Discovery: "Food, art, and shops right off the dock."
• Spontaneity: "Sunny afternoon? Hop the ferry."
• Reward: "Collect stamps, earn rewards, keep exploring."
14
Creative Asset Plan for Port Orchard Digital Funnel
Stage 1: Awareness
Goal: Spark curiosity. Position Port Orchard as an easy, charming add-on.
Assets: Short Video Reels (15-30s)
Hook: "10 minutes across the inlet = antiques, cafes, and waterfront charm."
Visuals: ferry crossing, couple w/ coffee, shop browsing, waterfront sunset.
Platforms: IG, TikTok, YouTube Shorts.
Carousel Ads (Static + Motion)
Panels: Ferry ' Coffee Shops —* Park - Beer/Food - Back Home.
CTA: "See what's across the water."
Blog + SEO Content: "5 Easy Ferry Day Trips (That Aren't Bainbridge)"
Pinned to Kitsap.Love + boosted on social.
Stage 2: Engagement
Goal: Give them a reason this weekend.
Assets: Retargeting Carousel Ads. Dynamic creative showing weekend events
(e.g. Farmers Market, Live Music).
Copy: "This weekend in Port Orchard: live music, vintage shopping, craft brews.
10 minutes from Bremerton."
Port Orchard Passport (Digital + Printable)
Web landing page with download + data capture.
Shareable IG Story templates for "stamp collecting."
Stage 3: Conversion
Goal: Move them from intention to boarding the ferry.
Assets:
• Transit/Foot Ferry Terminal Posters + Digital Boards
o Creative: "10 minutes to Port Orchard. One more stop, infinite charm."
o OR code —p 2 -hr & 4 -hr itineraries.
• Partner Collab Social Tiles
a Local cafes/breweries post: "Show your Port Orchard Passport for 10%
off this weekend."
15
NEXT STEPS
• Connect with POWA & Farmers Market on PO Passport & Strategy
• Create Ads & Media assets (Ads, lamp banners etc)
• Complete Trifold Design & Print
• Design for Fabricated Animal Sculptures - choose locations & install
• Book Seattle terminal digital display
• Create Digital Ad campaign targeting & schedule
• Select spaces for permanent mural(s) & convene with artists -
strategize design contest...
16