Tourism Development Commission 2016 - 2017 Quarter 3 Roi Report
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Item 5 TOURISM DEVELOPMENT COMMISSION 2016 - 2017 QUARTER 3 ROI REPORT Experience Scottsdale uses the Scottsdale brand in all promotions regardless of funding source or partners included. Outlined programs and results in this report were achieved by Experience Scottsdale using funds from the City of Scottsdale, other partner communities, and the State of Arizona’s Prop. 302 (* indicates some Prop 302 funds used for program). Jan. 1 – March 31, 2017 MARKETING › Absolutely Scottsdale high-season campaign* • Promotion Timing: Jan. 2 – March 31 • Experience Scottsdale’s Absolutely Scottsdale television commercial launched in January on broadcast television and cable stations in New York, Chicago, Denver, San Francisco, Calgary and Toronto. • Station dominations, train wraps, tunnel wraps and outdoor boards supplemented the commercial and extended the destination’s exposure. › Loonie Love Campaign • Promotion Timing: Jan. 2 – Feb. 19 • The “Loonie Love” campaign will help our top international visitors plan budget-friendly vacations in Scottsdale with offers and promotions valid through Dec. 31. The campaign was promoted in January and February with a large online advertising campaign with The Globe and Mail. • LoonieLove.com received 36,630 page views through March. CONVENTION SALES & SERVICES › The sales team assisted in booking 392 meetings to date, which accounted for 124,128 incremental room nights in the destination. › During the quarter, Experience Scottsdale conducted sales missions in Dallas, Minneapolis, Atlanta, Chicago and Toronto to drive meetings business to the destination. COMMUNICATIONS ARIZONA ARIZONA The communications team assisted in generating 732 articles about Scottsdale Frank Lloyd Wright designed the living room of his Taliesin West › home to bring the outside in 2. McDowell Sonoran Preserve Hit the dusty trail between majestic saguaro cactuses as to date. you explore the archetypal desert of the American West IKE THE WAGON TRAINS nowhere else, and that’s because of the that once traversed this desert, climate. We don’t get a hard freeze.’ the sun is heading west. As The desert, ranging from Sonora in Mexico the light moves, the shape of to the south of California, covers a swathe the huge boulder known as of Arizona. Here in the McDowell Sonoran LCathedral Rock seems also to warp and Preserve, there are 30,200 acres of protected mutate as shadows pass across its face. In land: nothing can be built and no motorised the foreground, giant saguaro cactuses stand vehicles may travel its 146 miles of trails. proud and tall. Instantly familiar from their ‘It’s very peaceful here,’ says Phil, whose appearance in many hundreds of Westerns, transport of choice is the mountain bike. they are also ancient markers. The saguaro ‘The only things you hear are your gears grow an average of a foot per decade, so shifting and your wheels on the gravel.’ His those towering 20 or 30 feet will have stood quiet progress provides many opportunities on that spot for around 250 years. They are to spot desert wildlife – he points out Gila Scottsdale’s Valley Ho the constant watchmen in the ever-changing monsters (venomous lizards), tusked, Hotel is a superbly restored landscape, yet adventure guide Phil pig-like javelinas and grazing mule deer. example of mid-century Richards has a more immediate concern. He says that it’s the beauty of the land architecture The ground is scattered with balls of itself, though, that keeps him coming back These articles were worth $13.2 million in editorial value and reached 3.7 jumping cholla, a cactus that looks so cuddly day after day, whether he’s guiding a group it has earned the nickname ‘teddy bear or not. ‘You can never get enough of the And the students are spoilt for inspiration. From central Scottsdale, follow the Arizona 101 Loop cactus’. Phil has just lightly placed one of desert,’ he says, ‘so the best way to get more • 1. Phoenix and Scottsdale Phoenix Art Museum sprawls over 26,500 north for 35 minutes to reach the edge of the these balls onto his arm to demonstrate their is just to ride out to a different spot.’ square metres, housing work from the McDowell Sonoran Preserve. strength and he’s already struggling to prise With that, he’s off again, dashing along a Discover why Frank Lloyd Wright found inspiration in these Renaissance to today. In one hallway, adults it free from his flesh with a length of wood. sandy trail, but still mindful enough to keep and children alike lose themselves in their Essentials ‘They may look soft, but if they get onto clear of the jumping cholla. twin cities – and see the architect’s influence writ large distorted reflections in the polished surface you they won’t let go,’ he explains, pointing of Anish Kapoor’s sculpture Upside Down, ESCAPE GREAT out the strong barbs that cover the plants. Take Interstate 17 north until you reach Flagstaff, ESCAPE GREAT T DUSK, DOWNTOWN of contemporary Hollywood stars she’s Inside Out. Further on, they wander through They’re known as “jumping” because they then US-180 onwards to Grand Canyon National Scottsdale’s Valley Ho Hotel spotted hanging around the lobby recently. American art history from an iconic portrait latch on so hard even when brushed past Park. It’s about a four-hour drive. looks like the sort of place The Valley Ho is not alone. Scottsdale and of George Washington by Gilbert Stuart to that cyclists and hikers will swear they Don Draper would come to Phoenix are dotted with superb examples of modernist work by Georgia O’Keeffe. jumped out at them. Their real purpose is to billion readers. get away from it all. As the mid-century architecture and design, much Across town at the Scottsdale Museum of hook themselves onto passing rodents and Essentials Asun sets, guests sip cocktails by the patio of which displays the fingerprints of the Contemporary Art, visitors gaze at Knight when the poor creatures try to burrow down, fire pit, reclining on loungers that mix retro man generally regarded as America’s Rise, an installation by the Californian they’ll find themselves stuck to the cactus and modern design as if they were drawn for greatest architect, Frank Lloyd Wright. artist James Turrell that frames the sky in and inadvertently doing the job of planting The Jetsons, then magicked into reality. Wright came to Phoenix in 1928 to work as a disorientating fashion. Upon leaving, it. Invariably, the animal is killed in the Yet this is no ersatz recreation of ’50s cool a consultant on the Arizona Biltmore Hotel. they’re hit by a riot of colour from graffiti process. ‘This gives rise to their other name,’ – it’s the real thing. Opened in 1956, the A decade later, he returned to build Taliesin artist James Marshall, also known as Dalek. says Phil darkly. ‘The “skeleton cactus”.’ Valley Ho was a magnet for the likes of Bing West, his winter home, school and studio Even public buildings, like the Scottsdale For a desert, the Sonoran has a relatively Crosby, Tony Curtis and Janet Leigh. In 1957 26 miles from Phoenix. The real genius of City Hall and Library, are prime examples of Hotel Valley Ho in downtown Scottsdale lush terrain and is covered in plant life that it hosted the wedding reception of Robert Wright’s design is his ability to ‘bring the Southwestern architecture, influenced by has 241 generously-sized guest rooms featuring blooms in spring. However, that doesn’t Wagner and Natalie Wood, and it’s said that outside in’. In the living room, the sunlight the clay adobe dwellings once built by the mid-century-meets-modern design, a spa and make it an easy place to survive. Phil takes Zsa Zsa Gabor and her daughter Francesca streaming through the glass walls and native Hopi people. ‘It’s minimalist, without issue with John Ford’s 1948 western 3 two pools (from £150; hotelvalleyho.com). Clockwise from top left In the foothills of Pinnacle Peak, amid the rode horses around the hotel. Presumably translucent roof makes the garden feel like any froufrou,’ says Bailey. ‘We’ve got great Godfathers, in which John Wayne finds Half an hour from downtown Scottsdale, Scottsdale Museum of saguaro cactuses, the Four Seasons Resort not while the wedding was still going on. just another part of one contiguous space. neighbourhoods full of mid-century himself stranded in this very desert. In need Taliesin West can be viewed only as part of a Contemporary Art; Arizona Scottsdale is a sprawling mass of adobe casitas ‘We were a resort community back then, In the drafting room where Wright created architecture, as well as structures that are Biltmore Hotel’s lobby; the of water, he hacks the top off a barrelhead guided tour (from £20; franklloydwright.org). with sandy-hued rooms and a couple of good so Hollywood stars came here, because the perhaps his best-known work, New York’s true adobe compounds. It’s quite a mix.’ hotel’s blocks are made with cactus and squeezes the pulp into his flask. Scottsdale Museum of Contemporary Art is restaurants – Talavera steakhouse and Proof paparazzi wouldn’t follow them,’ explains Guggenheim Museum, a group of young The blurring of past and present is still desert sand; architecture Sadly, this sort of thing only works in the in the city’s old town (admission £8 or free on guide Ace Bailey (from £250; fourseasons.com/scottsdale). Ace Bailey, who runs an art and architecture architects scratches away. They are students going on back at the Valley Ho, where the movies. In truth, the moisture in a barrelhead Thursdays or after 5pm Friday and Saturday; Arizona Outback Adventures offer tour in Scottsdale.