Sumner updates tourism strategy to align with Pierce County, pushes agritourism and transit links

Sumner City Council heard an update Sept. 8 from Communications Director Carmen Palmer on the city’s strategic tourism plan and steps to better align Sumner with the Pierce County tourism strategy.

The 10‑year plan, adopted in 2024 and produced with consultant MMGY NextFactor, emphasizes aligning local promotion with county efforts, strengthening partnerships with hotels and destination-marketing organizations, developing agritourism and improving connectivity to regional transit and event generators such as Mount Rainier, the state fair and Sound Transit lines.

Palmer told council the plan is relatively new: “Our strategic tourism plan is about 1 to 2 years old.” She said the city piggybacked on Pierce County’s contract with MMGY NextFactor, which reduced the city’s cost and helped make the Sumner subarea plan compatible with the countywide approach. “Tourism for us is putting heads in beds, not just leisure travelers,” Palmer said, noting that business travel and participants in regional sporting events are major overnight markets as well.

City staff described several strands of work now active or planned: monthly coordination meetings of hotels, Sumner Main Street Association (SMSA), Knutsen Farms and other partners; shared photo and video assets for hotels and events; targeted use of Pierce County lodging-tax funds; and infrastructure projects such as Heritage Park and “Hops Alley” intended to extend downtown activity into the evening.

The presentation included performance data the city receives via Bridal Pierce County and hotel general managers: “Through the summer, we were running at, like, 90% occupancy in the Sumner Puyallup region for the weekends,” Palmer said, while noting the statistic covers a region (Puyallup–Sumner) rather than Sumner alone. Staff and councilors discussed factors behind occupancy: event “compression” when nearby markets fill, conversions of some hotel rooms to housing, and seasonal fluctuations (winters are a regional down season).

Palmer highlighted agritourism and related partnerships as growth areas: Knutsen Farms, local cidery and farm events, and a push by SMSA to make Rhubarb Days a destination event. She described efforts to tie Main Street events to nearby farms so visitors can extend visits beyond downtown. The city is also discussing practical mobility improvements: promoting designated rideshare pick‑up/drop‑off areas at big events, exploring bicycle or e‑bike rentals near the Sounder station, and seeking hotel‑shuttle partnerships. Palmer said regional transit improvements (light rail extension to Federal Way and more frequent Sounder service) increase Sumner’s connectivity to Seattle and to the airport.

On funding and promotion, Palmer said Sumner is part of a Pierce County Tourism Promotion Area (TPA) that currently collects about 50¢ per room in the county grouping; she said state statute allows a TPA fee of up to $7 per room and that Pierce County and Travel Pierce County are evaluating TPA and lodging‑tax funding changes. Travel Pierce County and the county lodging‑tax board are also leading World Cup fan‑zone and promotion work; Sumner staff will monitor and coordinate but are not leading the countywide World Cup effort.

Councilors asked about gaps in overnight capacity (short‑term rentals, boutique hotels and potential hotel shortages if Rhubarb Days and similar events continue to grow) and the role of short‑term rentals in the local housing supply. Palmer said the plan recommends market options (boutique downtown hotels, glamping) but noted much of the region’s visitor demand is driven by attractions beyond Sumner’s borders.

Palmer outlined next steps: continuing partner coordination, lodging‑tax funding recommendations from the city’s lodging tax committee to council, and a likely TPA update after the new year. She asked councilors to attend partner events when possible and said staff will return with specific funding recommendations.

Council reaction was largely questions and requests for follow up; no formal council action or vote occurred on Sept. 8. Staff said they will carry the recommendations into upcoming lodging‑tax and planning work and return with proposed funding language when ready.

Looking ahead, the city expects to lean on regional partners (Pierce County, Travel Pierce County, Visit Rainier) to execute larger campaigns and will continue local projects intended to “charm” visitors and lengthen stays, including Heritage Park, Hops Alley and strengthened event coordination.

Sumner’s communications office provided the presentation and will deliver lodging‑tax funding recommendations to council and an update on the TPA after partner consultations.