LYNNWOOD — Amy Spain describes the growth of tourism while she’s been at the Snohomish County Tourism Bureau as phenomenal.
New tourism attractions that have opened since she started include the Future of Flight, Comcast Arena, Lynnwood Convention Center, Tulalip Resort Casino, Flying Heritage Collection and Historic Flight Foundation.
“Those developments and others really changed the fabric of tourism in Snohomish County so we had to up our game,” said Spain, who serves as the bureau’s executive director.
The 2010 Snohomish County Strategic Tourism Plan was passed in 2011 by the Snohomish County Council and became the bureau’s scope of work.
Part of that work included the development of mobile self-guided tours throughout the county and the launch of a new tourism website that is equally responsive for desktop computer users or those using mobile devices.
“When I think of successes and highlights of work done with a fairly small organization we have really embraced technology,” Spain said. “I know this sounds silly now, but we were one of the first destination marketing organizations in Washington state to have a mobile website.”
Spain began working at the Snohomish County Tourism Bureau in 1996 as a group sales manager and the new organization’s third employee. She attended training seminars hosted by the Washington Society of Association Executives to learn about her clients, better understand their businesses, and to bring conventions to Snohomish County.
Along the way, she also learned about association management.
That knowledge coupled with her then nine years of experience working for the Snohomish County Tourism Bureau, helped lead her into her current role, Spain added.
She now heads an organization consisting of eight employees, three visitor information centers, a $1 million budget, about 100 volunteers and a driving mission to bring business into Snohomish County through tourism.
“I don’t think we would have any of the things we have for tourism in this county if it wasn’t for the lead of the Snohomish County Tourism Bureau,” said Warren Beach, general manager of Holiday Inn Express Hotel and Suites in South Everett. “It really has put us on the map.”
Spain is the consummate professional, added Beach, who also serves as chairman of the Snohomish County Tourism Bureau Board of Directors.
“She has the passion for the industry she’s in and for the county she works in and lives in,” he said.
Spain moved to Washington in 1991 but grew up in Phoenix, Arizona. She earned a business in administration degree with a minor in marketing from Arizona State University. Her interest in business and travel started when she was young, Spain said.
“I think that’s partially because my father was an entrepreneur and had his own company that was able to work with suppliers in other countries,” she said. “We always ended up having people at our home from other countries and that sparked an interest in international travel for me.”
Spain worked as a sales manager in the hotel industry in Phoenix and in Washington before starting with the Snohomish Tourism Bureau.
One of the largest tasks Spain has taken on since was the launch in May 2013 of a new destination branding campaign. Snohomish County Tourism Bureau partnered with Nashville-based North Star Destination Strategies to create the brand with the tagline, ‘Open Up.’
The brand was designed to increase awareness of Snohomish County and attract more future visitors.
Spain is conscientious about making sure all cities in the county are recognized, said Debbie Emge, economic development manager for the City of Snohomish. The new brand is also inclusive, she added.
“We definitely believe the Open Up strategy does benefit us from the antique shopping aspect as well as the recreational opportunities,” Emge said.
The Tourism Bureau over the past year has also focused on educating the local community.
For example, a “hot sheet” or sampling of events taking place throughout the county is sent every month to hotel managers, Spain said. They share it with their staff who can then recommend attractions to visitors.
Often times, those who spend the most time interacting with visitors are offered opportunities to experience the attractions so they can speak about them from a firsthand perspective.
Spain collaborates well with her tourism partners, acts as an advocate in regional and statewide tourism matters, and reaches out to help partners stay informed, said Mary Monroe, tourism manager for the City of Lynnwood.
“I believe the limited resources for tourism throughout the state has made it necessary and preferable to establish partnerships and work collaboratively,” she said.
Spain said she remains enthusiastic about her role and believes the third largest industry in Snohomish County is poised for future growth.
“Tourism has been a wonderful career,” she said. “It’s a very positive industry sector to be in.”
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