APPLICATION FOR 2015 FUNDING

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San Juan County Lodging Tax Advisory Committee

LODGING TAX FACILITIES GRANT PROGRAM

APPLICATION FOR 2015 FUNDING

A Word version of this application is available at

http://www.sanjuanco.com/Administration/docs/LTAC Facilities Application.doc

1. Project Name:

San Juan Islands Agritourism: Connecting to the Bounty of Farm & Sea

2. Amount of Funding Requested from the San Juan County Lodging Tax: $25,300

What percentage of your total project budget does your Request for County funds represent? 55%

3. Type of Program to be Funded:

o Tourism Facilities Capital Program (Publicly owned facilities only) o Construction o Improvement o Renovation

x Tourism Event or Festival Grant o Tourism Facility Operations Grant

x Tourism Goal Accomplishment through Special Investments

4. Name and Address of Applicant (Organization):

Lead organization:

San Juan Islands Agricultural Guild P.O. Box 1945

Friday Harbor, WA 98250

In collaboration with

San Juan County Agricultural Resources Committee 350 Court Street, #16

Organization or Festival web site address: www.sjiagguild.com and www.sjcarc.org/

Agency Tax ID Number: Ag Guild: 26-2167336

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Form of Organization (Non-‐profit, etc): Ag Guild: non-‐profit 501(c)(3);

ARC: county advisory committee.

5. Contact Person: Candace Jagel (member of Ag Guild Board of Directors and ARC)

Telephone: (360) 370 7664

E-‐mail address: [email protected]

Tell us about your Organization/Group’s mission and activities (100 words or less)

The SJ Islands Agricultural Guild (Ag Guild) and SJC Agricultural Resources Committee (ARC) are collaborating on this project. The Ag Guild is a private non-‐profit established to foster a vibrant, resilient, and sustainable local agriculture and food system in SJC. The ARC, under the SJC Economic Development Council, is a county advisory committee working with government and farmers to protect and restore agriculture in SJC. After successfully completing the Brickworks project in Friday Harbor, the Ag Guild recently re-‐

confirmed its countywide mission, and the ARC has transferred the Island Grown in the San Juans branding program to the Ag Guild.

1. Project Description 200 word limit

Agritourism and culinary tourism¹ combine to create the fastest growing sector of the tourism industry. This collaborative proposal requests funding to link tourists to agritourism locations and activities through two related initiatives:

Web-based downloadable SJ Islands Agritourism Map & Guide, featuring farms, agricultural and seafood growers, farmers markets, etc.

Year-round agritourism events. Some sample ideas: a local seafood extravanganza combined with educational presentations at the Friday Harbor Marine Laboratories;

Lopez Lamb Farm to Table in conjunction with the existing Lopez Lamb & Wool Festival; Brunch on the Green in conjunction with the existing Orcas Cider and Mead Festival; 2015 SJ Islands Agricultural Summit, combined with a Lopez Farm Fresh Feast; Art on the Farm: painting classes followed by The Art of Farm and Food Feast; Writing on the Farm: writing retreats followed by The Poetry of Farm and Food Feast

1 Culinary tourism or food tourism is experiencing the food of the country, region or area, and is now considered a vital component of the tourism experience.^[2] Dining out is common among tourists and "food is believed to rank alongside climate, accommodation, and scenery" in importance to tourists.^[2] Culinary or food tourism is defined by the World Food Travel Association (WFTA) as the pursuit of unique and memorable eating and drinking experiences.^[3] Culinary tourism and agritourism are inextricably linked, as the seeds of cuisine can be found in agriculture. (Wikipedia)

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The outcomes will be increased tourism and recognition of SJC as an agritourism destination; creative collaboration among agricultural and tourism organizations; and support of other countywide economic development activities, such as Island Grown and Savor the San Juans. The effect on visitors will be a lasting impression of the San Juans as THE destination for delectable goodness and culinary adventure.

2. PROJECT ELIGIBILITY / SCOPE OF WORK

Please refer to the “Areas of Emphasis” section on page 3 of the RFP

In the space below, provide a concise summary of your project proposal. Specifically define your project and the tourism segment it will target. Keep in mind that your target audience relative to these funds is outside San Juan County. 400 word limit

A. How does this proposal improve tourism?

B. Does the proposal highlight the “best of the San Juan Islands” as defined in the LTAC Master Plan?

C. Does this proposal make use of key community assets (aside from those controlled by the applying organization)?

D. Does this proposal offer or take advantage of innovative opportunities?

E. Does the project improve the tourist/islander relationship?

F. Does the project promote coordination and cooperation in tourism activities?

G. How does the project benefit the entire county?

A. Monthly, placed-based agritourism events are attractive to families, retirees, and "foodies²” seeking to enjoy the beauty and bounty of land and sea. The agritourism map, easily accessible via web and mobile device, will help tourists incorporate agritourism into their visits and can be distributed as a link or hardcopy by tourist establishments. Both project elements will

complement established attractions, such as whale and wildlife watching, cycling, kayaking, and hiking.

B. The proposal highlights several key elements of the LTAC Master Plan. The agritourism map and monthly agritourism events will connect visitors to the “best of the SJ Islands”: farm-to-table feasts, painting and writing classes featuring farms and food, farmers markets, and unique island festivals.

2 Foodies: A foodie is a gourmet, or a person who has an ardent or refined interest in food and alcoholic beverages.^[1] A foodie seeks new food experiences as a hobby rather than simply eating out for convenience or hunger. Foodies are a distinct hobbyist group. Typical foodie interests and activities include wineries and wine tasting, breweries and beer sampling, …cooking classes, culinary tourism, and more. (Wikipedia)

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C. This project will draw upon rich and varied community assets through ongoing collaboration with the SJIVB, the Chambers of Commerce, local farms, restaurants, cultural organizations, and others. Events will utilize local facilities.

D. This proposal offers important innovative opportunities:

 Currently, there are three separate (and dated) printed farm guides for Lopez, Orcas and SJ islands. The proposed web-based agritourism map will replace these. The new map will be easily updated, downloaded, and distributed. It will accommodate mobile devices and tablets.

And it will eliminate the need to print and distribute hard copies.

 New partnerships will be established between agriculture, lodging, food, and the cultural arts communities.

E. The agritourism map will allow visitors planning trips to connect directly with farm and food businesses, and it will provide tourism businesses access to downloadable maps and a calendar.

Agritourism events will be scheduled year-around, with a special focus on non-summer months.

F. The Ag Guild and ARC will coordinate agritourism activities with the SJIVB, the three

Chambers of Commerce, and local businesses to promote and implement events and distribute map information.

G. The entire county will benefit from a stronger and diversified local economy; support for businesses to stay open year-round; and increased identity of the San Juan Islands as a destination for festive, delicious, creative, and bountiful food and farms.

3. COMMUNITY ECONOMIC IMPACT

Describe your project and detail the expected economic impact to the community by explaining the following: (350 word limit)

a) Anticipated attendance numbers and tourist visits generated;*

b) The estimated number of overnight stays generated at commercial lodging establishments;

c) The duration and dates of the event, activity, or program

d) The involvement or the use of local businesses and organizations

e) Describe performance measures, surveys or other tools your organization will use that will demonstrate accomplishment of your goals. (Mandatory)*

*Important: In 2013, the Washington Legislature added a provision to the Lodging Tax Statute (RCW 67.38) which requires:

Applicants applying for use of revenues in this chapter must provide . . . estimates of how any moneys received will result in increases in the number of people traveling for business or pleasure on a trip:

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(i) Away from their place of residence or business and staying overnight in paid accommodations; (ii) To a place fifty miles or more one way from their place of residence or business for the day or staying overnight; or (iii) From another country or state outside of their place of residence or their business.

A. The ARC and more recently the Ag Guild have been successfully implementing agritourism in SJC since 2010. In 2015, at least 12 (and likely more) events will be coordinated to take place during the same weekend of each month throughout the year.

Events will include:

• Farm-‐to-‐table dinners that focus on pairing stellar chefs with produce from local farms, shellfish operations, wineries, and distilleries, such as

o a local seafood extravanganza to be held at the University of Washington Friday Harbor Marine Laboratories

o Lopez Lamb Farm to Table, in conjunction with the Lopez Lamb & Wool Festival

o Brunch on the Green in conjunction with the Orcas Cider and Mead Festival

• 2015 SJ Islands Agricultural Summit, combined with a Lopez Farm Fresh Feast

• Art on the Farm: 2-‐day painting classes followed by The Art of Farm and Food Feast

• Writing on the Farm: 2-‐day writing retreats led by local writers followed by The Poetry of Farm and Food Feast.

Farm-‐to-‐table events typically include 25-‐50 diners; festivals and the agricultural summit can expect at least 200 attendees; art and writing retreats can expect 10-‐20.

Of those, it is anticipated that at least 25-‐30% will be visitors who have come to the islands specifically for this purpose.

In fact, considerably higher numbers have been recorded in past years by individual farm producer/processor agritourism destinations, including wineries, distilleries, and alpaca and lavender farms.

B. We estimate 75% of visitor-‐attendees will be staying at least one night in paid local accommodations, and most likely two nights.

C. Farm tours, farm-‐to-‐table, and other culinary events will likely be of one-‐day duration, while festivals and art/writing farm retreats will likely result in multi-‐day visits.

Special events will be scheduled throughout the year (average one per month).

D. The ARC and Ag Guild will collaborate with local tourist and economic organizations (the SJIVB, the Chambers of Commerce, SJC EDC), cultural organizations (artists' and writers' guilds), and businesses (restaurants, chefs, farms) to

• coordinate, promote, and produce events

• distribute and promote the agritourism map and guide

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E. Performance measures attached separately.

4. MEETS COMMUNITY OBJECTIVES

Explain how your proposal meets broader community objectives including: (150 word limit)

a. The goals and criteria identified in this RFP or other community plan (i.e., trails plan)

b. How it furthers the success of and coordinates with other scheduled community events, facilities, community promotion and marketing efforts

This proposal advances goals established in the following plans:

1) SJC Agricultural Strategic Action Plan (2011):

Expand markets by promoting agritourism, tasting and farm to chef events

2) Draft Economic Development Element (2014):

Goal 1: Create jobs; support diversified economic base Goal 3: Encourage tourism, preserve environment Goal 4: Strengthen traditional industries

3) The SJIVB lists agritourism as a priority for expanding visitor experiences that reflect the best of the San Juans.

4) LTAC Master Plan:

• Place-‐based food

o Support food-‐related markets, festival, and events;

o Support programs to expose visitors to locally grown, prepared food, wine, and other products

This proposal will coordinate with and support

• marketing efforts of the SJIVB, the Chambers of Commerce, the farmers markets, and lodging and food businesses

• existing farm-‐related festivals

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5. PROJECT BUDGET

_______________________________________________________________________

Please detail the budget for your project in the table below or attach your project budget.

Please indicate how county grant funds will be spent, including the types of advertising and promotional materials, the vendors utilized, and the locations/venues where the advertising will be displayed.

BUDGET SHEET Please see attached

Project Name: San Juan Islands Agritourism: Connecting to the Bounty of Land and Sea

BUDGET ITEM

TOTAL ESTIMATED

COST

COUNTY FUNDED PORTION

1. $ $

2. $ $

3. $ $

4. $ $

5. $ $

6. $ $

7. $ $

8. $ $

9. $ $

10. $ $

11. $ $

12. $ $

TOTAL $ $

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6. CASH FLOW REQUIREMENTS

_______________________________________________________________________

If funding is for an event, rather than continuing operations, please indicate, month by month, when you anticipate applying for fund reimbursement. (Show only County funding on this worksheet.)

MONTH FUNDS NEEDED

JANUARY

FEBRUARY

MARCH

APRIL MAY JUNE JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

$5000 _____________________________________________

$4000 _____________________________________________

$3000 _____________________________________________

$1000 _____________________________________________

$900 ______________________________________________

$800 ______________________________________________

$800______________________________________________

$800_______________________________________________

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7. TIME LINE

_______________________________________________________________________

Use the chart below to break out your project into its major steps, showing when each will be accomplished and specifying the responsible party. (Not required for general operating grants.)

MONTH TASK RESPONSIBLE

PARTY JANUARY

Agritourism map – design, programming &

database entries

Agritourism event planning and coordination

Contractor;

AG/ARC

FEBRUARY

Agritourism map – programming & database entries

Contractor;

AG/ARC

MARCH

Agritourism map – design, programming &

database entries

Contractor;

AG/ARC

APRIL

Agritourism map & guide – testing & refining;

Agritourism event promotion & coordination

Contractor;

AG/ARC

MAY Agritourism event promotion & coordination AG/ARC

JUNE

Agritourism event promotion & coordination AG/ARC

JULY Agritourism event promotion & coordination AG/ARC

AUGUST

SEPTEMBER Agritourism event promotion & coordination AG/ARC

OCTOBER

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NOVEMBER

DECEMBER Agritourism event promotion & coordination Final reporting

AG/ARC

8. REQUIRED ATTACHMENTS

_______________________________________________________________________

Please attach the following information to your application. ALL APPLICANTS MUST INCLUDE A COPY OF THE PERFORMANCE MEASURE PLAN AND/OR SURVEY AND SURVEY PLAN PER QUESTION #3-E OF THIS APPLICATION:

NON-‐PROFITS (Items A and B only if organization has not previously provided them.) A. Copy of state certificate of non-‐profit incorporation and/or federal copy of 501 (c) (3),

(4), or (6) letter (already on file with SJC)

B. Copy of articles of incorporation (already on file with SJC)

C. Copy of most recent proposed and approved budget of the organization (attached) D. Copy of meeting minutes showing official approval of project and authorization of

application OR a signed resolution of the board of directors authorizing the application (attached)

E. List of members of the board of directors (below)

San Juan Islands Agricultural Guild Board Members

Tim Barrette. Tim is co-owner, with his wife, Laurie, of the popular Friday Harbor food

establishment The Market Chef. Tim and Laurie started their business as vendors at the San Juan Island Farmers Market and have been long-time supporters of local farms and food as providing the freshest ingredients for their fine fare.

Jane Burton-Bell (Secretary). Jane has been a passionate San Juan Island Farmers Market advocate since she moved to the island from Australia in the early ’80′s...first as a consumer, then market manager for 7 years, and for the last 6 years helping out at Blue Moon Farm’s stand at the market. Working towards a permanent home for the market has been her focus since 2004. She believes local food tastes better!

Candace Jagel. Candace is the Washington State University Extension Agricultural

Program Coordinator for San Juan County. She is also co-manager of the San Juan Island Farmers Market and a member of the San Juan County Agricultural Resources Committee.

Candace and her husband, Erik, have five sons and keep a small farm on San Juan Island,

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where they raise goats, chickens, and rabbits. Candace formerly taught English and was an editor for the World Health Organization and for an international NGO working in community health development. She also published a newspaper and co-founded a non-profit to

preserve and manage publicly owned farmland on Bainbridge Island, Washington.

Katie Loring. Katie moved from Seattle to San Juan Island with her husband, Kyle, and their dogs in 2008. Katie is an attorney practicing law at the Law Offices of Christon Skinner, with offices in both Friday Harbor and Oak Harbor. Katie is committed to investing in and

strengthening the unique island economy through fostering a strong agricultural component and promoting an appreciation of healthy food. She has been active in the Friday Harbor Chapter of Soroptimist International for several years, currently serving as its president.

Katie served as president of the San Juan County Bar Association from 2010-2012, and has been active in Leadership San Juan Islands, serving on its board and committees.

Mike Pickett (Treasurer). Mike has been a permanent resident of San Juan Island since 2002 and is the owner of Briarwood Farm, a small producer of local farm products, and Crescent Moon Equine Sanctuary, a boarding and care center for retired horses. Mike has a finance and general management background, receiving his BS in Accounting from the University of Southern California. He also serves on the Agricultural Resources Committee of San Juan County and the San Juan County Planning Commission.

Stephen Robins. Stephen has been a permanent resident of San Juan Island since 1997.

As owner-founder of Pelindaba Lavender, he has developed it into a model sustainable agriculture economic development project, with vertically integrated farming, value-added product manufacturing and retailing operations. His prior career evolved from practicing internal medicine physician to clinical researcher to co-founder and president of an

international strategic healthcare communications organization. On the island, he has served on the boards of the Inter Island Healthcare Foundation, San Juan County Economic

Development Council (as president), and currently the San Juan Islands Visitors Bureau.

Mariluz Villa. Mariluz is the daughter of a migrant farm-worker turned college professor and an artist turned Santera (maker of icons in New Mexico). She is an educator (Stanford and UW Schools of Medicine faculty; Bastyr University guest lecturer), as well as a medical practitioner (internal medicine, geriatric medicine, hospice and palliative care). Her research experience has focused on human psychology, metabolic bone disease, pharmaceutical drug development, and medical practice traditions handed down through the centuries (Mayan, Mexican and Irish). She is dedicated to better lives through better living—what we eat and how we treat our bodies—a dedication that stems from all of the above.

Susie Wampler (Chair). Susie has lived on San Juan Island since the early seventies. She has a BS degree in Organizational and Mass Communications from Eastern Washington University and holds a degree in Residential Design from the Art Institute of Seattle. Susie has been growing and selling flowers on San Juan Island for many years.

ADVISORY MEMBERS

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Pete Kilpatrick. Pete has lived on San Juan Island for over 35 years. He is the owner of Ravenhill Construction, one of the leading residential construction companies in the Pacific Northwest. He served 20 years as a volunteer firefighter and officer with San Juan County District 3. He has been active as a board member and building coordinator for the San Juan Community Home Trust, building affordable homes on San Juan Island. He was recognized with a 2010 Pacesetter award from Custom Home Magazine for innovative green building techniques and received a 2012 Good Steward Award from the Stewardship Network of the San Juans for being a voice for environmental protection. When not working, Pete spends time in the mountains, hiking and climbing.

David Bauermeister. David was raised on a dryland wheat farm in eastern Washington. He attended Washington State University and graduated with a BS in Agronomy, Business Management option and has 25 years agricultural experience working in the private sector.

David is Executive Director of the Northwest Agriculture Business Center (NABC), which provides Northwest Washington farmers with the skills and the resources required to profitably and efficiently supply their products to consumers, retailers, wholesalers,

foodservice operators and food manufacturers. Through these efforts NABC contributes to a sustainable, environmentally and economically sound agricultural industry thereby preserving our region’s farming heritage for future generations. NABC’s work is made possible by

support from government, the agricultural industry, the community, and from consumers who share NABC’s values and vision.

San Juan Islands Agricultural Resources Committee 2014 Membership 1. Christina Orchid, Chair

2. Tom Schultz, Vice Chair 3. Tim Clark, Lopez

4. Bruce Gregory, SJI 5. Ian Harlow, Orcas 6. Candace Jagel, SJI 7. Sara Jones, Lopez 8. Danna Kinsey, Orcas 9. Learner Limbach, Orcas 10. James Most, Orcas 11. Mike Picket, SJI 12. Hawk Pingree, SJI 13. Jim Sesby, SJI 14. Mark Tompkins, SJI

PUBLIC AGENCIES

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A. Copy of meeting minutes approving the project and authorization of application OR a letter/resolution indicating official approval of project and application

B. Copy of most recent proposed and approved budgets of the organizations involved

COOPERATIVE PROJECTS

A. Benefits of cooperative approach B. List of co-‐sponsors by title and type

C. Project responsibilities for each individual co-‐sponsor D. Copy of most recent proposed and approved budget

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9. SUBMISSION

DEADLINE: 4:30 p.m., April 11, 2014

Applications received after the deadline will not be considered.

The applicant is responsible for confirming timely delivery.

Applications must be delivered to:

Email Delivery Hand Delivery

Mail Delivery

To: [email protected] cc: [email protected]

Council Office

55 Second Street 1^st Floor Friday Harbor, WA 98250

San Juan County

Lodging Tax Promotion Proposals 350 Court Street #1

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San Juan Islands Agritourism: Connecting to the Bounty of Land and Sea Performance Plan

Lodging Tax Advisory Committee Funding Proposal 2015

require:

Applicants applying for use of revenues in this chapter must provide . . .

estimates of how any moneys received will result in increases in the number of people traveling for business or pleasure on a trip:

(i) Away from their place of residence or business and staying overnight in paid accommodations;

(ii) To a place fifty miles or more one way from their place of residence or business for the day or staying overnight; or

(iii) From another country or state outside of their place of residence or their business.

Agritourism: To evaluate success in achieving Lodging Tax Statute (RCW 67.38), the event sponsor and/or coordinator will be provided with prepared survey material. Every participant at each agritourism event will be required to provide information on the following:

1. Place of residence (City, Sate, Country) 2. Is that more than 50 miles from SJC?

3. Staying overnight? ____Yes; ____No a. If yes, number of nights. ______

4. Staying in

a. Paid accommodations b. Friend

c. Other __________

5. Did they come specifically to attend this event?

6. How did they hear about it?

Depending on the scale of the event, survey information will be collected through:

• Dot surveys and/or questionnaire for smaller events (farm-to-table; art and writing retreats)

• For those events requiring pre-registration, questions will be incorporated into Brown Paper Tickets registration;

• Follow-up with Survey Monkey to gather more detailed feedback

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Web-Based Agritourism Map:

Use of the SJ Islands Agritourism Map and Guide will be evaluated through web metrics (e.g. Web Analytics) data on who is using the maps and how they are using the site can be monitored. Metrics on bounce rates (those who leave pages without going to other links) or ‘conversion’ rates (those who leave information (complete forms, want to be directly contacted for future events) and

geograhical information are some of the ways we can better track use of the agritourism map.

The final report to LTAC will include a summary of data compiled in the surveys.