Helpful reports, plans, and resources to strengthen and inform grant project proposals:
Discover Snohomish County Style Guide – About the destination brand and what it is designed to do
Discover Snohomish County Digital Asset Management (DAM) platform - Access and download regional logos, photos, and videos for marketing and branding projects
2024-2027 Strategic Tourism Plan - Countywide tourism goals and initiatives
Industry Resources
Tourism in Snohomish County is an $1.11 billion industry.
Our industry directly generates more than 10,910 jobs in Snohomish County and contributes to the success of all our industry sectors including restaurants, retail, lodging, recreation, transportation and more. Tourism and outdoor recreation is the second largest economic driver to Snohomish County’s economy. In short, tourism matters.
Industry Accelerator Program Opportunity for Export Businesses: STEP Funding is About to Double
Here's a big opportunity for Washington exporters: STEP funding is expected to increase significantly this year
If your company is exporting—or looking to expand into international markets—there’s a potentially significant funding opportunity on the horizon.
The Washington State Department of Commerce is participating in the Greater Seattle Export Accelerator (GSEA), and the state’s STEP program administrator will be part of GSEA’s upcoming Cohort Five. That means participants will get direct access to information and guidance on the STEP application process.
Why this matters
More than $1 million in STEP funding is expected to be available this round—potentially double the previous funding level. Companies can apply for up to $10,000 per STEP application. Funding can support activities such as international trade missions and other export-development activities. So far, applications have come only from King County companies, creating a real opportunity for businesses in Snohomish and Pierce counties to take advantage of the program. This is concrete business retention and expansion (BR&E) support for companies looking to grow beyond Washington.
Get connected
GSEA is designed to provide companies with expert mentorship and one-on-one support as they develop their international export strategies—and the STEP program will be part of that process. The deadline to apply for GSEA Cohort Five is August 28.
Learn more about the Greater Seattle Export Accelerator
An invitation to the Cohort Five kickoff on September 22 will be sent next week.
If you work with a Snohomish County company that exports—or wants to start—please pass this opportunity along.
In the Press
Through year-round public relations effort, Snohomish County works hard to keep awareness of our destination, region, and valued tourism partners high among media, influencers, and ultimately the traveling public.
Public Relations
In addition to drafting and distributing press releases throughout the year, we also conduct proactive outreach efforts, field and manage inquiries from media near and far, and coordinate individual media/influencer visits to the region. Chances are good that if you see, hear, or read about Snohomish County in the press, the PR team probably had a hand in it.
Resources
Please consider us a resource available at your disposal to assist your internal marketing and PR teams with a variety of services, including but not limited to: reviewing and vetting media/influencer inquiries; gathering images, information, and other assets to fulfill media/influencer requests; assisting with the coordination of media visit itineraries; distributing information related to your own news, events, etc.; and acting as a resource for all things Snohomish County.
The PR Team
For questions related to the public relations effort or any of the content in this section of the site, please email Justin Yax (justin@dvaadv.com) or Nina Braga (nina@dvaadv.com) at DVA Advertising & Public Relations.
2024-2028
Strategic Tourism Plan
To help serve our industry, the Snohomish County Tourism team is excited to share quarterly and annual reporting.
The Strategic Tourism Report (STP) is a four-year guiding document. Produced by Snohomish county in partnership with contractors OTAK, Inc. and RRC & Associates, this comprehensive document dictates how the county Destination Management Organization (DMO) and tourism partners across industries strategically plan to develop Snohomish County as a tourism product.
Marketing & Branding
Snohomish County offers beautiful scenery, warm and friendly people, compelling story ideas and adventures. Let us help you discover all that we offer!
“Snohomish County” is Snohomish County’s new tourism platform. Our brand is the creative representation of our destination’s intrinsic values and the fabric of which we are made.
Snohomish County provides two things: an immediate idea of the geographic location and a sense of outdoor recreation without being limited to it. It speaks to our ideal visitor; those who seek mental and physical wellness, who will steward the land and its resources, and will appreciate the character of our people, our towns, mountains, valleys and shorelines. Snohomish County, WA offers the "True PNW" experience with our breadth of product and experiences that satisfy allowing our visitors to unplug, relax and restore their mind, body and spirit.
This foundational brand will enhance the visitor experience and expectations, differentiate our destination from our competitors and inspire travel. Snohomish County is a diverse expansive destination with many strengths and narratives. In order to better serve our communities and visitors, we and our stakeholders, will be developing regional brands within Snohomish County. Stay tuned for information on regional workshops over the course of 2018. Visit this page often for updates and join in the process.
- Contains
- Logos
- Style Guide
- Marketing Plan
- PNW Photo Pack
- Brand Press Release
Media Hub - Click Here
Our full collection of photo and video assets for partner use in marketing.
Industry Events
Industry stakeholder engagement is the cornerstone of our work. We strive together to connect communities and visitors through a love of place.
Sign up for upcoming industry roundtables.
These quarterly events are digital forums. Stakeholder roundtables are a great place to review upcoming marketing opportunities in the community. Attendees can connect with other business owners, city officials, and community leaders throughout Snohomish County.
Want to get involved? Please send an email to Richard Porter, Marketing & Creative Content Coordinator. Please include the phrase "Regional Roundtables" in the subject line.
Thanks for being part of the DNA of our destination!
Lodging Tax Grants
Snohomish County offers two different grant programs opportunities to grow overnight visitation in the County destination.
Hotel-Motel Small Fund
The Hotel-Motel Small Fund Grant Round for 2027 Projects will open from August 3, 2026 through October 30th, 2026. Submit completed 2027 Hotel Motel Application Package by midnight (11:59 pm) on 10/30/26.
Please be aware this year we are transitioning to an online grant portal via Jotform and all applications must be submitted through the Jotform portal. No electronic PDF applications will be accepted at this time. All 2027 Hotel-Motel Grant Applications along with required attachments are due by 11:59 p.m. Friday, October 30th, 2026.
GRANT APPLICATION PORTAL: https://snohomishcounty.jotformgov.com/form/hotel-motel-grant
DOWNLOAD A COPY OF SAMPLE 2027 HOTEL-MOTEL GRANT APPLICATION HERE.
(Electronic PDF applications will not be accepted at this time.)
No hard copy Application Packages will be accepted at this time.
Title your Completed Application Package and all attachments using the following:
- 2027 Hotel-Motel Grant Application Package / Organization Name
- 2027 Letters of Reference / Organization Name
- 2027 Marketing Plan / Organization Name (if applicable)
- 2027 Project Budget / Organization Name (if applicable)
- W9 / Organization Name
Priorities of the Hotel-Motel Small Fund Grant are to grow visitation and overnights per Snohomish County Code (SCC) 4.40.060 for projects or purposes authorized under Revised Code of Washington (RCW) 67.28.
The Lodging Tax Advisory Committee (LTAC) will be score projects based on the following evaluation criteria:
Scope of Work & Budget (15%)
Is the project a good fit for Hotel-Motel Grant funding?
Does the project support 2024-2027 Snohomish County Strategic Tourism Plan?
Marketing (25%)
Does the project marketing plan explain how it will efficiently reach audiences outside of Snohomish County, specifically audiences outside of the 50+ mile radius?
Does the project prioritize digital marketing over print marketing?
Overnight Stays (30%)
Is the project likely to attract overnight stays?
Does the project quantify the anticipated stays and offer a credible method for corroborating the projections?
If the project doesn’t directly result in overnights, does the project quantify how it supports visitation to Snohomish County and/or encourage future overnight stays?
Economic Impact (20%)
Does the project provide significant economic impact?
Does the project provide a tangible return on investment for Hotel-Motel funds?
Does the project tie into the Snohomish County Climate Economy Initiative?
Cooperative Commitments (10%)
What degree of support does the proposed project demonstrate from other sources and/or partners?
If applicable, has the project sponsor applied to, and/or received financial or in-kind support from its own, or other municipal Lodging Tax Grant Funds?
Innovation (BONUS)
If the applicant has applied in previous years, does the applicant demonstrate how Hotel-Motel funds will be used to adapt or grow the project?
Does the project represent an unusual approach, or move the county Hotel-Motel Small Fund Grant program in an exciting new direction?
Does the project prioritize sustainable practices or offer visitor sustainable travel options?
| Costs Eligible for County Reimbursement | Costs NOT Eligible for County Reimbursement | Costs Eligible for Match Funds |
| Project operational costs-i.e. Facility/equipment rentals and catering | Non-project operational/ administrative costs-i.e. Maintenance and repairs | Personnel costs-i.e. Mileage |
| Promotion & Marketing-i.e. material design and layout, ad placement, printing, and postage | Personnel costs-i.e. Wages & benefits | Volunteer hours -Estimated using 2025 national average of $34.79 per hour |
| Outreach & Communications | Alcohol | Donated Items |
| Transportation |
Frequently Asked Questions
Snohomish County Hotel-Motel “Small Fund” Grant dollars are sourced through sales taxes collected on hotel and motel room rentals within county lines, under the guidelines outlined in the Revised Code of Washington (RCW) 67.28 and Snohomish County Code (SCC) 4.40. to support projects that promote tourism in Snohomish County.
The Snohomish County Lodging Tax Advisory Committee (LTAC) meets annually in the fall to review, evaluate, and recommend project funding for awards for the Hotel-Motel Small Fund Grant. LTAC recommendations for projects and spending plans are reviewed by the County Council for final approval. Members of the LTAC are appointed to the committee by the County Council.
The Snohomish County Executive’s Office administers the Hotel-Motel grant program. County staff will employ every opportunity to inform potential applicants about the funding process and eligibility criteria; provide technical assistance with project proposal preparation; contract development and execution; project monitoring and reporting. Contact, Trudy.Soriano@snoco.org for more information.
As defined in the Revised Code of Washington (RCW) 67.28 and Snohomish County Code (SCC) 4.40, applicants must meet the following minimum qualifications to apply to the Snohomish County Hotel-Motel Grant:
Applicants must be either a public or non-profit entity with the demonstrated capacity to accomplish the proposed projects.
All projects must fall under one of the following categories outlined in RCW 67.28.1816:
- Tourism Promotion/Marketing
- Operation of a Special Event/Festival designed to attract tourists
- Operation of a Tourism Promotion Agency
- Operation of a Tourism-Related Facility owned or operated by a municipality or public facilities district
- Capital Costs of a Tourism-Related Facility owned by a municipality or public facilities district
All projects must take place during the 2026 calendar year and be completed by December 15, 2026.
Applicants must demonstrate the ability to provide a qualifying 25% match of the total project cost. Qualifying matches include cash contributions, in-kind services, or combinations of both. This includes personnel costs (wages, benefits, etc.).
In mid to late September of the application year, the LTAC will review all Hotel-Motel Grant applications for following year's funding and make recommendations on funding levels for each project.
In October of the application year, LTAC recommendations will be presented to Snohomish County Council for final review and approval.
After the Snohomish County Council gives final approval of projects and spending plans, county staff will notify the project sponsor of the approval, and aid with next steps. We anticipate these notifications will go out in late October, early November of the application year.
Prior to the end of the application year, county staff will work with the project sponsor to develop a governing contract for the approved project budget that shall include a defined scope of work, project deliverables, execution timeline, and expenditures that are eligible for reimbursement.
In the grant calendar year, the county and project sponsor will sign the governing contract.
At the start of the grant cycle calendar year, each applicant must enter a Municipal Services Contract with Snohomish County.
The applicant is required to provide liability insurance for the duration of the contract naming Snohomish County as additional insured and, in an amount, determined by the County.
The applicant is required to provide an up-to-date W9.
The project sponsor must receive a Notice to Proceed from Snohomish County before incurring any project expenses eligible for reimbursement.
Once the grant project is completed, Snohomish County will reimburse those costs incurred and paid for by the applicant. A Request for Reimbursement form, copies of invoices, and proof of payment documentation must be submitted to Snohomish County prior to reimbursement.
Each applicant will also be required to submit a Final Report documenting economic impact results in a format determined by the County.
The Snohomish County Hotel-Motel Grant is a reimbursement-based grant.
Once the grant project is completed, Snohomish County will reimburse those costs incurred and paid for by the applicant.
A Request for Reimbursement form, copies of invoices, and proof of payment documentation must be submitted to Snohomish County prior to reimbursement.
If you have any questions, please reach out to Harry Birak, at Harry.Birak@snoco.org
For additional application instruction, a review of grading criteria, and grant recipient next steps, please review the grant workshop material:
IMPORTANT GRANT CYCLE DATES
| Date | Milestone | |
|---|---|---|
| Monday, August 3rd, 2026 | 2027 Grant cycle opens for applications | |
| Friday, October 30th, 2026 | Submit completed 2026 Round 2 Application Package and submit by midnight (11:59 p.m.) | |
| November 2026 | LTAC review and make recommendations | |
| November/December 2026 | LTAC recommendations reviewed and approved by Snohomish County Council | |
| November/December 2026 | Applicants notified of grant awards | |
| January/December 2027 | Reimbursements for approved expenses begin, following contracting and notice to proceed. | |
| December 15, 2027 | Grant cycle closes, final project reports due | |
| May 2028 | Snohomish County reports 2027 Hotel Motel metrics to WA State |
Tourism Promotion Area (TPA)
The Tourism Promotion Area (TPA) Fund is open to all private, public and non-profit applicants seeking assistance for non-capital projects. Large scale, multi-day events, activities and projects that produce significant sales of hotel room nights are encouraged to apply. highly preferred. Applications are reviewed monthly by the 14 member Snohomish County Tourism.
Visit SnoCoTPA.com for more information.
For more information and assistance on either grant program, determining please contact:
Sarah Strozyk, Snohomish County Tourism Promotion Coordinator at
Email: sarah.strozyk@snoco.org
FIFA Toolkit Resources
We want to position Snohomish County as the place to stay, play, and explore when the 2026 FIFA World Cup™ hits the Pacific Northwest. We may not be a host city, but soccer fans from around the world are invited to come early and stay late as they plan a pitch-perfect escape to Snohomish County, where the best moments happen just outside the big city buzz.
⚽ Go with the Flow – We are accessible and easy to navigate. Reach us by car, train, ferry, or light rail. Visitors can
also fly into Paine Field International Airport (PAE) in Everett or Sea-Tac International Airport (SEA) in Seattle.
⚽ Take a Breath – After experiencing the craziness of the beautiful game in Seattle or Vancouver, B.C., retreat to
Snohomish County and have room to breathe and reset.
⚽ Earn the Toast – Explore 2,000 square miles of Snohomish County — from the Salish Sea to the Cascade Mountains
and everything in between. You’ll find that the best plays aren’t made on turf, they’re made on trails, kayaks, and
brewery patios. Cheers to that.
⚽ Feel the Roar – Join the crowds at the Everett fan zone or discover a variety of activities and activations in
communities throughout the county. All the excitement is here.
⚽ Beautiful Game, Beautiful Cities – Soccer is the beautiful game. Snohomish County is full of beautiful cities
and communities. Discover Snohomish County!
In Snohomish County, we are all on the same team. When our communities, partners, and businesses work together, we all win.
To keep our county moving forward, we created a brand-safe marketing toolkit that includes messaging, creative assets, and more.
The marketing toolkit offers simple ways to join in the excitement and connect to this once-in-a-lifetime moment.
Whether you’re a retail shop, restaurant, bar, hotel, events center, or anything in between, you can help build the
narrative that shows why Snohomish County is a premier tourism destination. Our toolkit includes:
⚽ Partner toolkit guidelines and messaging – Messaging templates you can use for email, social media, and on-site signage.
There's also a list of words and phrases you can use to ensure your content is aligned, exciting, and within legal and brand guidelines.
There’s also a list of words and phrases you can’t use (ex: “FIFA”, “World Cup,” and “FIFA World Cup”).
⚽ Discover Snohomish County brand and style guide – Use this document to create consistent branding and style for your content.
⚽ Soccer stock photo library – More than 100 royalty-free photos to download and use for social media, emails, and posters or signage.
⚽ "Scarf Season" promotional video – Pick from a 30-second and 4 different 10-8-second campaign videos in a variety of aspect ratios
for viewing on television, laptops, or tablets. These videos can also be used for social media (posts, reels, and stories) and emails.
⚽ "Follow the Thread to Snohomish County" promotional video – Download a 30-second campaign video in a variety of aspect ratios
for viewing on television, laptops, or tablets. These videos can also be used for social media (posts, reels, and stories) and emails.
⚽ Partner toolkit guide – A shareable document that details all the info and assets included in the partner toolkit.
⚽ #SnoCoGameday – This is the official hashtag of Snohomish County for the 2026 events. Use it on social media, emails,
and on-site signage to help build a countywide connected experience for visitors.
2026 Hotel-Motel Small Fund Grant: Round Two
Snohomish County is reviewing Round Two applications for the 2026 Hotel-Motel Small Fund Grant, supporting public and nonprofit tourism projects that attract visitors during the 2026 World Cup and other major events.
Key details:
⚽ Funding available: ~$300,000 total; typical awards $5,000–$50,000 (reimbursement only)
⚽ Deadline: Applications due December 15, 2025
⚽ Project completion: By December 15, 2026
⚽ Funds disbursed: February–March 2026
⚽ Note: All applicants must be either a public or non-profit entity with demonstrated ability to accomplish proposed projects.
Priority projects:
⚽ World Cup or America250 activations
⚽ Countywide collaborations and community celebrations
⚽ Watch parties or fan events driving overnight stays
⚽ Tourism itineraries, recreation, or access improvements
⚽ Projects showing strong ROI or leveraging other funds
⚽ Snohomish County Tourism FIFA World Cup™ marketing plan – A look at the various phases of our marketing plan, including our campaign and marketing strategy, owned media communications, art activations, and more.
⚽ Seattle Chamber World Cup Ready business resources page
⚽ Snohomish County Sports Commission Business Engagement Soccer Playbook
⚽Sound Transit soccer tournament page
For more information on all things related to the world soccer tournament coming to the Pacific Northwest, contact Nick Shekeryk at Nick.Shekeryk@snoco.org or Richard Porter at Richard.Porter@snoco.org. Be on the lookout for additional and upcoming grant programs and funding opportunities for 2026. For more information, contact Harry Birak at Harry.Birak@snoco.org.