Chamber CEO: Wenatchee has “a vibe,” draws millions in visitor spending

WENATCHEE — The Wenatchee Valley Chamber of Commerce says it represents more than 600 local businesses and nonprofits — employers who collectively provide “over 19,000 people” with jobs in the area, according to President and CEO Steve Wilkinson.

“Our mission has always been to champion our community's quality of life and economic vitality,” Wilkinson told the Wenatchee City Council. “I think it's a special community because we're very collaborative in this community, and it's what makes us special.”

He delivered two updates: what the Chamber is doing for local business, and how its Visit Wenatchee program is selling the city to visitors.

“600 businesses … 19,000 employees”

Wilkinson said the Chamber’s membership includes construction, retail, hospitality, health services, professional services — and nearly 60 nonprofits.

“They want to have a voice and a pathway,” he said of nonprofits. “They want to have an ability to get in front of this business community, so they have joined the members.”

He said national companies pay attention to the scale.

“Our companies employ over 19,000 people in this area,” Wilkinson said. “So when I have Verizon, my AT&T, Alaska Airlines say, hey, we want to get out in front of the business community, I give them these numbers. 600 businesses that employ over 19,000 employees. They want to get their message out.”

The Chamber’s policy focus going into the coming legislative session includes “economic stability, fiscal responsibility, livable communities, workforce, housing, quality of life, and then enhancing our regional competitiveness.” Wilkinson also flagged a new state “digital ad sales tax … Bill 5814,” saying the Chamber expects to weigh in on that.

Programs: networking, leadership, small business support

Wilkinson highlighted a slate of direct-to-business programs: ribbon cuttings, “Business After Hours” networking events that can draw 70 people, and Coffee & Commerce forums. The most recent Coffee & Commerce brought in local public safety leaders, which he said was in response to concern in the community about safety.

The Chamber also hosts One Million Cups, a national series for startups and entrepreneurs. “It's to introduce entrepreneurial businesses to our community,” he said. “I'll call it a little elevator speech about their company. And then those in the audience can ask them questions.”

On the professional development side, the Chamber runs Community Leadership, a months-long cohort of 20+ participants that tours major local employers, and a Mindful Leadership course for smaller groups.

“It's really, really important that we … serve” Latino-owned businesses

Wilkinson then turned to the Chamber’s Hispanic Business Council, which he described as an advisory group of Latino and Hispanic business owners and operators.

“They created and we started a networking event called Conexion, where we will go out to the businesses,” he said. One recent event was held at Crepe House. “That was a fun one. That was a great networking event. Carlos and his mom and dad are doing a great job at the Crepe House.”

The council also runs Spanish-language business workshops.

“We had one last night on taxes,” Wilkinson said, “and I think it was an hour and a half. And we had 10 businesses there. I don't know how exciting Spanish is and taxes, but they kept me going.”

For him, he said, this isn’t side work. “It's really, really important that we acknowledge and recognize there are Hispanic, Latino business owners and operators that we need to serve. And so we made a real emphasis on that.”

The council also produces La Terraza on the Ave, a spring street festival. “They had about 2,000 people that attended that event. They had 42 vendors,” he said. “We're excited for this year. The plaza is ready to go at the Convention Center. So we're excited for that one.”

Tourism: Wenatchee “is the hub”

Switching to tourism, Wilkinson said Visit Wenatchee’s job is simple: “We promote the city of Wenatchee to overnight visitors for the benefit and the well-being of our residents.”

“In 2024, we had over 3.1 million visitors here,” he said. “And they spent over $308 million.”

He explained how they calculated that: “They have determined that a visitor spends roughly $98 a day here. That includes lodging. So you take 98 times 3.1. You get $308 million [that] was spent here last year for overnight visitors.”

Wilkinson said Wenatchee’s position in the county is changing.

“We have more visitors to this community than any other community here in Chelan County,” he said. “We might not be Lake Chelan, we might not be Leavenworth, but we have a lot to offer here. And so we are the hub.”

“I've spoken to the hoteliers here,” he said. “We have many overnight visitors that stay here, and then they will go to other locations, but they will stay here. I had one hotelier say, look at our rates compared to the rates in the other communities. It's cheaper to have a family here and then travel.”

Tri-Cities, sports, “a good vibe”

Wilkinson said Visit Wenatchee has pushed harder in the Tri-Cities market. “We spent about $21,000 promoting Wenatchee in the Tri-Cities area,” he said, and the campaign generated “1.3 million dollar views. And we had a great click rate. People are coming up here from Tri-Cities. They're really beginning to learn more about Wenatchee.”

He said sports tourism continues to perform without heavy subsidies. “Sports tourism, we didn't spend a lot of money on bids for tournaments. We didn't have to do that. But the community has been really welcoming.”

He credited collaboration with “the Convention Center, the Toyota Center, Pybus.”

And he closed with his sales pitch for Wenatchee itself.

“It's easy to recruit businesses here,” he said. “They just say, come visit us and experience us. It's easy to recruit businesses here.”

“There is a vibe here,” Wilkinson told the council. “I don't know how to explain it, but there is a vibe here. And it's a good vibe. You go out Friday night downtown, Thursday night, it's just a good vibe in this community.”

Andrew Simpson: 509-433-7626 or andrew@ward.media