Published September 2002

Market study: Lynnwood
‘a viable location’ for conference center

By John Wolcott
SCBJ Editor

The economic development potential for Lynnwood’s new $30 million conference center has impressed Seattle-based Columbia Hospitality, a facilities management company hired to evaluate the potential for the south Snohomish County facility, yet to be built.

“In the light of current economic conditions, we’re finding that second-tier cities are being sought after for (lower cost) conference space, especially if they have value-oriented products. Lynnwood has that opportunity with its new center, the expanded Alderwood Mall, its proximity to Seattle and lower hotel rates than in the city,” said Shelley Tomberg, vice president of marketing for Columbia Hospitality.

“We’re also looking at how to market the facility for them when it’s closer to operating. We believe they have a very strong niche — focusing on conventions and business events — while Everett emphasizes sports and Edmonds wants to present performing arts,” she said.

Tomberg said it’s natural for area hotels to fear losing meeting business to the conference center, but experience has proven that the center will offer facilities the hotels don’t have. Smaller groups will be referred to the hotels by the center staff when it’s appropriate, and drawing convention business to Lynnwood will help fill hotel rooms, too.

“At the Bell Harbor center in Seattle, we have a good working relationship with all of the hotels. We complement their facilities, and we often bid together for large conventions,” Tomberg said. “The technology in the Lynnwood center will draw medical and other technical groups. The center will be a huge benefit for the whole county, having more people driving there and spending money in hotels and restaurants.”

The Lynnwood facility, to be constructed in three phases on the former Cadillac dealership site at 196th Street SW and 37th Avenue, will be a multi-use convention center opening with 14,600 square feet of meeting space, accommodating up to 1,000 people in a theater seating or dining setting, after the dealership building is remodeled.

Later, a 25,000-square-foot main hall will be added, along with support areas for trade shows and conventions. The final phase will add a 55,000-square-foot exhibition hall, expanding the conference facility to nearly the size of Meydenbauer Center in Bellevue.

The first phase will be under way within the next few months, with the second phase expected to be completed in three to five years and the final expansion finished in five to seven years.

Columbia Hospitality, active in hospitality management and consulting since 1995, operates several premier venues in the Pacific Northwest, including Bell Harbor International Conference Center in Seattle, the World Trade Center on the waterfront, Aljoya Conference Center at Laurelhurst, Friday Harbor House on San Juan Island, The Inn at Langley, The Resort at Deer Harbor on Orcas Island and the Washington Mutual Leadership Center at Cedarbrook, in SeaTac.

That experience won the firm a role in evaluating the future market for the Lynnwood Center, but Tomberg has no expectations about managing the facility. The Seattle business is serving only as a hospitality consulting firm at this point.

The Columbia market study found that 90 percent of the meeting planners interviewed felt the location near I-5 would be convenient, and 80 percent said they would book a meeting at the location. Columbia considered the results “very positive,” indicating that “Lynnwood is viewed as a viable location.”

All of the planners in the survey were in state associations, businesses in Seattle, or in north Seattle.

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