Bellingham Tourism Commission

The Bellingham Tourism Commission held its regular meeting to finalize and approve the commission's first strategic plan since 2018, while also receiving comprehensive updates on multiple downtown activation projects funded by tourism dollars. The meeting focused heavily on forward-looking strategic planning and showcased significant progress in public art and downtown revitalization initiatives. The commission unanimously approved their new strategic plan with minor amendments, establishing three key strategies: expanding outdoor and indoor recreation opportunities, strengthening and expanding arts and cultural experiences, and improving visitor experience. The plan includes funding targets that formalize how lodging tax revenue should be allocated across different categories, providing greater transparency and structure to the grant allocation process. A major portion of the meeting was devoted to updates from Darby Galligan on tourism-funded downtown activation projects. These included retail window wraps created by Western Washington University graphic design students in partnership with Paperwhale, interactive art installations planned for May's art walk, progress on the I-5 Lakeway underpass mural, and the ambitious "Setting Sun Alley" activation project that will transform an entire downtown alley with public art, lighting, and interactive elements. The meeting also addressed ongoing challenges with Canadian visitation due to border tensions, though commission members reported mixed but generally encouraging results. Some venues like the Wild Buffalo are still seeing strong Canadian attendance for events, while hotels report modest declines in Canadian business but overall increases in leisure travel. The commission discussed collaborative messaging strategies to maintain welcoming relationships with Canadian visitors. Revenue concerns were acknowledged, with January showing nearly 7% decline in lodging tax revenue and 10% decline in Tourism Promotion Area (TPA) collections, though February numbers were still pending. Despite these challenges, the commission expressed optimism about upcoming World Cup fan zone opportunities and continued downtown revitalization efforts. The meeting demonstrated the commission's evolution from simply funding grants to taking a more strategic, coordinated approach to tourism development that integrates arts, placemaking, and visitor experience improvements. Several members commented that the downtown activation projects represent "some of the best public art Bellingham has ever seen."

**Strategic Plan Approval** - Vote: Unanimously approved with amendments - Staff recommendation: Approval of strategic plan document - Council action: Approved with two modifications (adding "strengthen" to arts strategy and clarifying "waterfront" language) - Key specifics: First strategic plan since 2018, establishes three core strategies and funding targets for lodging tax allocation - Amendments: Added "strengthen and expand" rather than just "expand" for arts strategy; clarified waterfront language to be more specific about geographic scope **Meeting Minutes Approval** - Vote: Unanimously approved - Previous month's meeting minutes approved without changes **Strategic Plan Framework Adopted** - Three guiding principles: maximizing economic impact, building upon Bellingham's identity, supporting off-peak tourism - Three key strategies: outdoor/indoor recreation expansion, arts/cultural experience strengthening, visitor experience improvement - Funding targets established for transparent budget allocation

**Tara, on the strategic planning process:** "We decided to change that. So you'll see Bellingham's unique identity rather than brand, as it was confusing." **Tara, on public process challenges with the I-5 mural:** "I have seen that public process go wrong so many times, and I don't know who stepped in to right the situation. But I want to say I'm appreciative that you did, whoever it was." **Matt Lesinski, on funding targets transparency:** "I think there's once we put this more forward, there's some power and the transparency there." **Craig Jewell, on downtown parking challenges:** "The parking keeps on coming up to me as far as being downtown and being an issue. And it's hard to send people one way or another." **Darby Galligan, on the alley activation project:** "We are really creating a place and a draw right in the area that is the focus of a lot of energy and attention." **Commission member, on the quality of downtown activation work:** "This is some of the best public art Bellingham has ever seen, if not the best. It's fantastic." **Craig Jewell, on Canadian relationships:** "We're your neighbors. Come visit your neighbor type of thing because it's still working." **Tara, on hospitality values:** "The welcoming spirit will help us bridge so many of the gaps."

# MODULE S1: STUDY GUIDE ## Meeting Overview The Bellingham Tourism Advisory Committee met on April 22, 2025, to approve their new strategic plan and receive updates on downtown activation projects. The meeting focused on finalizing tourism funding priorities and reviewing progress on various public art and placemaking initiatives funded by lodging tax revenues. ## Key Terms and Concepts **Lodging Tax (LTAC):** A tax collected from hotel stays that funds tourism-related projects and marketing efforts in Bellingham. The committee advises on how these funds are allocated. **Downtown Activation Grants:** Tourism-funded grants that support projects to beautify and activate vacant or underutilized downtown spaces, including murals, art installations, and temporary activations. **Strategic Plan:** A five-year planning document that guides how tourism funding will be allocated across different priorities, including outdoor recreation, arts and culture, and visitor experience improvements. **Paper Whale:** An arts organization that has received multiple grants to implement downtown activation projects, including window wraps for vacant storefronts and interactive art installations. **TPA (Tourism Promotion Area):** A special assessment district where businesses contribute funds for tourism marketing and promotion. **World Cup Fan Zone:** A planned viewing area for the 2026 World Cup soccer matches, since Seattle will be a host city and Bellingham is positioning itself as a destination for visitors. **Visitor vs. Tourist:** The committee deliberately uses "visitor" instead of "tourist" in their messaging, as "visitor" has a more welcoming, positive connotation in the hospitality industry. **Public Facilities District (PFD):** A special district that uses sales tax revenue to fund arts and cultural facilities like the Mount Baker Theater and Whatcom Museum's Lightcatcher building. ## Key People at This Meeting | Name | Role / Affiliation | |---|---| | Tara | Tourism staff leader/presenter | | Darby Galligan | Downtown activation project coordinator | | Dylan | Marketing communications for tourism | | Peter | Tourism committee member | | Todd | Committee member | | Mark | Committee member (absent) | | Kevin | Committee member (absent) | | Craig Jewell | Committee member, Wild Buffalo venue | | Matt Lesinski | Committee member | | Christine Jenkins | Committee member, hotel industry | | Nick Kelly | Committee member | | Frank | Committee member | ## Background Context This meeting represents a significant milestone for Bellingham's tourism strategy. The committee hadn't updated their strategic plan since 2018, making this new five-year plan crucial for guiding tourism investments through 2030. The timing is particularly important as Bellingham prepares for increased visibility during the 2026 World Cup, when Seattle will host matches and Bellingham hopes to capture some visitor overflow. The downtown activation projects discussed reflect a broader strategy to use tourism funds not just for marketing, but for tangible improvements that benefit both visitors and residents. These projects address the challenge of vacant storefronts in downtown Bellingham by creating temporary art installations and beautification efforts. The committee is also grappling with financial uncertainty due to decreased Canadian visitation, which has historically been important to Bellingham's tourism economy. Political tensions and border concerns have reduced Canadian travel to the area, creating budget pressures for tourism-funded projects. ## What Happened — The Short Version The committee voted unanimously to approve their new strategic plan after minor revisions. The plan establishes three main strategies: expanding outdoor and indoor recreation, strengthening arts and cultural experiences, and improving visitor experience. It also sets funding targets showing how lodging tax money will be divided among different priorities. Darby provided updates on several downtown activation projects that are coming to life. Window wraps created by Western Washington University students are now installed on vacant storefronts, featuring interactive elements where people can text with an AI chatbot about downtown. New art installations will open during the May art walk, including interactive exhibits in vacant spaces. The committee also heard about challenges with a mural project under I-5, where too much input from different groups led the artist away from their strengths. Staff intervened to refocus the project on what the artist does best - warm, welcoming faces rather than wayfinding elements. Budget concerns dominated the discussion's end, with January showing 7% lower lodging tax revenue and 10% lower TPA revenue compared to the previous year. However, some members reported their individual businesses were still performing well despite the Canadian visitor decline. ## What to Watch Next • The committee will review February revenue numbers, which are expected to show the full impact of reduced Canadian visitation • May art walk will feature the opening of new interactive art installations in downtown vacant spaces • The revised I-5 underpass mural design will be presented for approval before moving to the state approval process • June will bring the annual draft budget presentation with the mayor's recommendations for tourism spending --- # MODULE S2: FLASH CARDS **Q:** What was the last time Bellingham's Tourism Committee updated their strategic plan before this meeting? **A:** 2018, making this new plan the first update in seven years. **Q:** What three main strategies does the new strategic plan establish? **A:** Expand outdoor and indoor recreation, strengthen and expand arts and cultural experiences, and improve visitor experience. **Q:** Why does the committee use "visitor" instead of "tourist" in their communications? **A:** "Tourist" can have negative connotations, while "visitor" has a warm, welcoming tone that fits the hospitality industry better. **Q:** What organization created the window wraps on vacant downtown storefronts? **A:** Paper Whale, working with graphic design students from Western Washington University. **Q:** How much were lodging tax revenues down in January 2025 compared to January 2024? **A:** Almost 7% down in lodging tax, and 10% down in TPA revenue. **Q:** What interactive feature was integrated into the downtown window wraps? **A:** A QR code that lets people have an AI-generated chat about downtown attractions, restaurants, and activities through a platform called Hello Lamppost. **Q:** What major sporting event is Bellingham preparing for in 2026? **A:** The World Cup - Seattle will host matches and Bellingham plans to have a fan zone for visitors. **Q:** What happened with the I-5 underpass mural project that required staff intervention? **A:** Too much input from different groups led the artist away from their strengths, so staff refocused the project on faces and welcoming imagery instead of wayfinding. **Q:** What percentage of Canadian business does Christine's hotel typically see, and how has that changed? **A:** Typically 5-8% Canadian business, now reduced to about 4%. **Q:** Who is Nikki McClure and what will she create for the alley activation project? **A:** An illustrator, author, and artist who will create a large, signature light installation on the side of a downtown building. **Q:** What is the "Setting Sun Alley" project and where is it located? **A:** A comprehensive alley activation project running between Bay and Commercial Streets, from the Buffalo to Children of Setting Sun Productions. **Q:** How many tickets did Canadians purchase for a recent show at the Wild Buffalo? **A:** 118 tickets for a show, demonstrating that some Canadian visitors are still coming despite overall declines. **Q:** What is the Tourism Assessment Committee bill that passed the legislature? **A:** A bill creating a task force to study the feasibility of a statewide tourism industry assessment, similar to California's Visit California funding model. **Q:** When will the new interactive art installations open to the public? **A:** During the May art walk, with at least four installations open for free public viewing. **Q:** What was the outcome of the strategic plan vote? **A:** It passed unanimously after minor revisions to add "strengthen" to arts strategy and clarify waterfront language. **Q:** What facility is the city developing under the Roeder Avenue bridge? **A:** A state-of-the-art covered skate park, which the committee may be asked to support with lodging tax funds. **Q:** What is the Public Facilities District and how long was it extended? **A:** A special district using sales tax for arts facilities, recently extended for 30 more years starting in 2027. **Q:** How did Paper Whale select artists for the immersive experience project? **A:** They put out a request for proposals and had their own jury process to vet interactive art installations. **Q:** What messaging approach is Bellingham tourism taking toward Canadian visitors? **A:** Warm, welcoming messaging acknowledging the complicated situation while maintaining steadfast friendship and letting them know "we're here when you're ready." **Q:** What was the committee's reaction to the downtown activation projects? **A:** Very positive, with one member calling it "some of the best public art Bellingham has ever seen, if not the best." --- # MODULE S3: QUIZ WITH ANSWER KEY **Question 1:** When was Bellingham's Tourism Committee's strategic plan last updated before this 2025 meeting? - A) 2020 - B) 2018 - C) 2019 - D) 2021 **Question 2:** What are the three main strategies in the newly approved strategic plan? - A) Marketing, events, and facilities - B) Expand outdoor/indoor recreation, strengthen arts/culture, improve visitor experience - C) Tourism promotion, downtown development, and hospitality training - D) Advertising, infrastructure, and community engagement **Question 3:** Why does the committee prefer using "visitor" instead of "tourist"? - A) It's shorter and easier to remember - B) Legal requirements mandate the term - C) "Tourist" can have negative connotations while "visitor" sounds more welcoming - D) Industry standards require the change **Question 4:** Which organization created the window wraps on vacant downtown storefronts? - A) Downtown Bellingham Partnership - B) Western Washington University - C) Paper Whale - D) Children of Setting Sun Productions **Question 5:** How much did lodging tax revenue decline in January 2025 compared to January 2024? - A) 5% - B) Almost 7% - C) 10% - D) 15% **Question 6:** What interactive feature was added to the downtown window wraps? - A) Touch screens with maps - B) QR codes for AI chatbots about downtown - C) Bluetooth beacons with audio tours - D) Augmented reality displays **Question 7:** What major international sporting event is Bellingham preparing for? - A) Olympics - B) World Cup - C) World Series - D) International marathon **Question 8:** What was the main issue with the I-5 underpass mural project? - A) Funding was insufficient - B) The artist quit the project - C) Too much committee input led the artist away from their strengths - D) Weather delays prevented completion **Question 9:** What is Christine's hotel seeing in terms of Canadian visitor changes? - A) No change from typical 5-8% Canadian business - B) Increase to 10% Canadian business - C) Decrease from 5-8% to about 4% Canadian business - D) Complete elimination of Canadian visitors **Question 10:** When will the new interactive art installations open to the public? - A) June art walk - B) July summer festival - C) May art walk - D) April spring celebration **Answer Key:** **1. B — The committee noted their last strategic plan was completed in 2018, making this update seven years overdue.** **2. B — The three strategies explicitly outlined were expand outdoor and indoor recreation, strengthen and expand arts and cultural experiences, and improve visitor experience.** **3. C — Tara explained that "tourist" can have inherent negative connotations while "visitor" has a warm, welcoming tone that fits the hospitality industry.** **4. C — Paper Whale was identified as the organization implementing the window wraps, working with Western Washington University graphic design students.** **5. B — Tara specifically stated they were "almost 7%" down in lodging tax revenue for January, with TPA revenue down 10%.** **6. B — The window wraps feature QR codes that connect to Hello Lamppost platform for AI-generated chats about downtown attractions and information.** **7. B — The 2026 World Cup was repeatedly mentioned, with Seattle hosting matches and Bellingham planning fan zones.** **8. C — Staff explained that too much input from various groups led the artist away from their core competencies, requiring intervention to refocus on what they do best.** **9. C — Christine reported her hotel typically sees 5-8% Canadian business but has been reduced to about 4% currently.** **10. C — Darby specifically mentioned the installations will open during the May art walk, with at least four installations available for free public viewing.** --- # MODULE S4: Q&A — COMMON QUESTIONS **Q: Why did it take seven years to update the strategic plan?** A: The transcript doesn't specify why the previous plan wasn't updated since 2018, but committee members expressed enthusiasm about finally having this updated framework. The gap suggests the committee may have been operating without formal strategic guidance for several years, which makes this new plan particularly significant for providing clear direction through 2030. **Q: How exactly do these downtown activation grants work?** A: These are tourism-funded grants that support projects to beautify and activate vacant or underutilized downtown spaces. Paper Whale received grants to implement window wraps on vacant storefronts and interactive art installations. The committee appears to approve these as part of their broader strategy to use tourism funds for improvements that benefit both visitors and residents. **Q: What's the real impact of losing Canadian visitors on Bellingham's tourism economy?** A: The numbers show January 2025 was down almost 7% in lodging tax revenue and 10% in TPA revenue compared to January 2024. However, individual businesses report mixed results - Christine's hotel saw Canadian business drop from 5-8% to 4%, but Craig's venue sold 118 tickets to Canadians for one show. The committee is taking a "warm, welcoming" approach, acknowledging the complicated situation while maintaining that "we're here when you're ready." **Q: How much money does Bellingham's tourism program actually have to work with?** A: The transcript mentions the Public Facilities District generates "a little over 2 million a year" but doesn't specify the total lodging tax budget. The strategic plan includes percentage targets for different funding areas, suggesting there's a substantial budget, but exact figures aren't provided in this meeting. **Q: What is this World Cup fan zone actually going to look like?** A: Details are limited, but the committee has authorized funding this year to hire an event coordinator and put deposits down on screens. Seattle will host actual World Cup matches, and Bellingham is positioning itself to capture visitor overflow with viewing parties and fan zone activities. **Q: Are these downtown art projects actually bringing more visitors?** A: The committee expressed enthusiasm about the projects, with one member calling them "some of the best public art Bellingham has ever seen." Taylor and Darby are conducting a before-and-after study to measure the actual impact of these activations, with results expected later this year. **Q: Why did the I-5 underpass mural project run into problems?** A: Too many different groups provided input - traffic department, wayfinding staff, arts commission, and others - which led the artist away from their core strengths toward a "less than ideal product." Staff intervened to refocus the project on what the artist collective (called "the worst crew") does best: warm, welcoming faces rather than wayfinding elements. **Q: What's this idea about the city buying land under arts buildings?** A: This was presented as a creative concept, not a formal proposal. Similar to a land trust model, the city could use lodging tax funds to purchase land underneath arts venues, giving the community a stake in preserving these cultural assets. It's meant to prevent arts venues from being demolished as the city grows and property values increase. **Q: How can residents get involved in these tourism projects?** A: Paper Whale is offering guided tours of their projects on May 2nd from 4:30-5:30 PM, with an RSVP required. The May art walk will feature free public access to the new installations. The committee also mentioned that some projects are still seeking additional funding, suggesting opportunities for community support. **Q: Is the strategic plan binding, or just guidance?** A: The document appears to be advisory guidance for how lodging tax dollars should be allocated, with percentage targets for different funding areas. The committee voted unanimously to approve it, making it their official framework for the next five years, but it would need to be implemented through actual budget decisions and grant approvals.