City Of Scottsdale ARIZONA PHENOMENAL SUCCESS Record-breaking for NFL & Arizona Positive media coverage – worldwide Positive immediate & future economic impact Regional collaboration well executed Proven innovation & infrastructure Created positive momentum for future events Well positioned for next bid opportunity 2 City Of Scottsdale ARIZONA RECAP OVERVIEW Hotels Venue Promotion Committee Involvement FAM Trip Business Development Business Connect Visiting CEO Program PR And Media Marketing Social Media Hospitality and Entertainment Reporting Recap 3 City Of Scottsdale ARIZONA HOTELS Room Block Included 22 Scottsdale Area Hotels Over 3,500 Rooms Utilized Superior Occupancy Exceeded Bed & Sales Tax Projections 4 City Of Scottsdale ARIZONA VENUE PROMOTION 16 NFL or NFL Partner Major Events 10 Speaking Engagements Host Committee (HC) Golf Tournament HC Champions Chalk Talk HC Media Party HC Business Connect Events Waste Management Open – HC activation Visiting CEO Reception Corporate Tent 5 City Of Scottsdale ARIZONA COMMITTEE INVOLVEMENT Marketing Committee Communications/Planning • PR and Marketing • Pro Bowl Media Lounge Cross Jurisdictional Committees Law Enforcement Aviation Safety 6 City Of Scottsdale ARIZONA FAM TRIP Exposure to 100 NFL Party/Event Planners 14 Scottsdale Venues Visited Three Ambassadors from Scottsdale Highlighted in FAM Event Planning Guide Scottsdale Restaurants/Venues hosted: Lunches/Planning Meetings Closing Event 7 City Of Scottsdale ARIZONA BUSINESS DEVELOPMENT Business Connect (BC) 64 Scottsdale Businesses Participated 5 Scottsdale Businesses utilized by HC Final BC Event in Scottsdale Visiting CEO Program Participants in Program Forum Reception held in Scottsdale CEOs/guests hosted at WM Open CEO Golf Tournament at Grayhawk GC 8 City Of Scottsdale ARIZONA PR AND MEDIA Ads in Official Visitors/Fan Guides Inclusion in AZSBHC.com web: Media only Partners Discover AZ Media: Media Party Held in Scottsdale Media Lounge Participation @ Phx Conv Center Social Media: Inclusion in Twitter, Facebook, Instagram and Spanish Social Media 9 City Of Scottsdale ARIZONA HOSPITALITY ENTERTAINMENT Cardinals Game – Loft NFL Experience AZSBHC Media Party AZSBHC End Zone Celebration AZSBHC Tail Gate Party Visiting CEO Program Events Chris Berman Luncheon Superbowl XLIX Game 10 City Of Scottsdale ARIZONA REPORTING Weekly Update Conference Calls City of Scottsdale Scottsdale CVB Host Committee Mid Year Valuation Recap Completed August 2014 Post Event Recap Valuation Initial Review April 2015 Final Report/Recap May 2015 11 How do we maximize this opportunity for Arizona? “PEOPLE WHO WORK TOGETHER WILL WIN” -VINCE LOMBARDI THANK YOU CITY OF SCOTTSDALE Item 4d 2015 Super Bowl XLIX – Feb. 1, 2015 Scottsdale CVB Promotional Fulfillment The Scottsdale CVB partnered closely with the City of Scottsdale and the Arizona Super Bowl Host Committee to leverage the 2015 Super Bowl for the area’s tourism industry. The following outlines the CVB’s efforts to market the area during the Super Bowl timeframe. CONVENTION SALES & SERVICES • The CVB worked with the NFL, Host Committee, City and member venues to secure Super Bowl sponsors, groups, events and activities for our community. • The CVB also worked with member hotels and resorts to fill group meeting space and room nights. • In addition, the CVB provided site selection assistance and convention services assistance to groups as needed. TOURISM • The CVB worked with numerous travel agents to fulfill individual hotel room requests for visitors and celebrities. In particular, an influx of requests came from agents immediately following the NFL playoff games once the Super Bowl teams were announced. Most of the bookings from these requests garnered high room rates for top room categories at area hotels and resorts. PUBLIC RELATIONS • In preparation for the Super Bowl, the CVB shot new HD b-roll for broadcast distribution. • The CVB also created several documents to assist media with Scottsdale stories. • In addition to distributing these materials, the team pitched story ideas to local and national media, and assisted with requests for information, contacts and images. o Media Advisory: B-roll for Arizona Super Bowl XLIX (155 media) o Super Bowl XLIX Story Ideas (3,570 media) o Scottsdale’s Super Season Reigns: The biggest events of the year converge in Scottsdale in early 2015 (3,600 media) • The team also promoted Super Bowl-related events in several media newsletters, including their March 2014 and January 2015 Scottsdale Travel News (4,000+ media), and Summer 2014 and Winter 2014 Scottsdale Meeting Travel News (300 media). • In addition, Super Bowl information was included in the Fall 2014 What’s New release, which is distributed on media missions and to all visiting media. • Lastly, the CVB’s German PR partner included information in their Scottsdale German newsletter in December 2014. • Please note that the CVB’s PR team is collecting and entering Super Bowl-related clips generated by the team. These results will not be available until late April/early May. Item 4d COMMUNITY & GOVERNMENT AFFAIRS • The CVB’s community affairs team helped promote “Big Game” happenings to CVB members, local media and residents. o Press Briefing: The CVB assisted in the coordination of the “Super Season” press conference held at the Marshall Way Bridge Oct. 28. o Tourism Industry Update Newsletter: The CVB promoted “Big Game” happenings to CVB members through the weekly Tourism Industry Update newsletter, which is sent to approximately 1,200 CVB members, industry partners and local media. Information was included in three newsletters: Jan. 12, 20 and 26. o Scottsdale Republic Tourism Section: The CVB promoted Super Bowl-related events in the CVB’s monthly “Tourism Spotlight” section in the Scottsdale Republic. This section is seen by nearly 50,000 Scottsdale-area residents. Information was included in three sections: Dec. 3, Jan. 7 and in a special additional section that ran Jan. 28. Item 4d MARKETING • ExperienceScottsdale.com The CVB’s website experienced the best month ever in our history during January 2015: 379,391 visitors hit our website – an increase of 55% over last year’s 244,090 visitors. The site also generated 873,496 page views – an increase of 23% over last year’s 710,385 page views. The following three events splash pages helped drive much of the traffic to the CVB’s website. o Barrett-Jackson page views: 59,203; guide downloads: 5,155 (1,535 last year) o Super Bowl page views: 36,012; guide downloads: 5,855 o Waste Management Phoenix Open page views: 13,201 • CVB Inquiries General inquiries remained flat, but electronic guide downloads experienced a huge increase during January 2015 – up 247% (16,527 January 2015 versus 4,756 January 2014). • Bring Your Game Logo This logo was developed by the CVB for community use during Super Bowl. The intent of the logo was to provide a cohesive tag for community businesses’ websites, communications, collateral materials, signage and more that helps promote Scottsdale activities and events during Super Bowl. Item 4d • Marketing – Advertising & Print o Phoenix Sky Harbor International Airport Digital Boards – Promote Scottsdale’s January and February events, including Fan Fest Scottsdale, on digital boards at baggage claim areas at Phoenix Sky Harbor International Airport from Jan. 12 through Feb. 8, reaching more than 1 million travelers. o Scottsdale Airport Signage – Promote Scottsdale’s event season through signage at Landmark Aviation at Scottsdale Airport. Item 4d o Calendar of Events Guide Listing – “Big Game” event will be listed in the CVB’s printed calendar of events guides, which the CVB prints 8,000 of for the January/February edition. o Visitor’s Guide Calendar Listing – “Big Game” event listed in the CVB’s Experience Scottsdale visitor guide, the primary fulfillment piece for leisure travelers, which is distributed to 200,000 potential visitors throughout the year. The guide also is available for download online. • Marketing – Email, Online & Social Media o “What’s Happening” Carousel Feature – Fan Fest Scottsdale was promoted in this high- traffic section on the home page and in other sections throughout the site and received a photo, copy and link to additional information. o Featured Article – Additional “Big Game” event details are outlined by the CVB in a featured article on the CVB’s website. o Facebook Posts – “Big Game” was promoted on the Experience Scottsdale Facebook fan page, which has more than 72,000 fans. Item 4d o Header Images – Throughout the CVB website, Fan Fest Scottsdale was promoted through this header image. Item 4d o Twitter Updates – The CVB sent “Big Game” event information via its ScottsdaleAZ Twitter account, which currently has more than 32,800 followers. Item 4d o Leisure Monthly Email Blast Listing – “Big Game” featured in two monthly email blasts (December 2014 and January 2015) that were each sent to approximately 85,000 travelers who have requested Scottsdale destination information. Item 4d o Travel Trade Monthly Email Blast Listing – “Big Game” featured in November 2014 email blast that was sent to approximately 5,000 travel agents and tour operators who have requested Scottsdale destination information. Item 4d • BigGameinScottsdale.com The CVB used this website as the main call to action in all Super Bowl marketing. More than 36,000 page views were generated for this splash page. Item 4d • Big Game Guide The CVB distributed 50,000 Big Game Guides to hotels and other businesses prior to Super Bowl week. The guides also were available at the CVB’s visitor center locations and distributed at the Waste Management Phoenix Open at the CVB’s visitor booth. In addition, the guide was downloaded nearly 5,900 times. Item 4d Item 4d ARIZONA SUPER BOWL HOST COMMITTEE PARTICIPATION & PROMOTION • Super Bowl 2013 in New Orleans – The CVB’s VP of Marketing Caroline Stoeckel attended and assisted with the Arizona media booth. She also met with ESPN to discuss their 2015 broadcast. • Super Bowl 2014 in New York/New Jersey – The CVB’s National Sales Manager Erika Pumphrey attended and assisted with the Arizona-hosted events.