ARRIVAL EXPERIENCE / TRANSPORTATION PROPOSAL PLAN FOCUS AREA ASK $ TATF MEMBERS DETAILS OF ASK Margaret Dunn Visitor Center for 3 months Jan-Mar COLLABORATORS CONSULTED $51,000 per month for (3) locations (1) in T3 (2) in T4 $153,000.00 COLLABORATORS INVOLVED OR $34,000 per month for (2) locations BRIEF ABOUT CONCEPT (1) in T3 (1) in T4 $102,000.00 The Tourism Advisory Task Force Arrival **$17,000 per month per location is on Committee (Connectivity…Arrival to the high end of spectrum Departure) has met numerous times over the past six months. The two most Concierges: discussed topic revolved around the 12hrs/day x 3concierges $65,000.00 Welcome Center/Rental Car facility on OR McDowell Road and Scottsdale Express 12hrs/day x 2concierges $45,000.00

Welcome Center: Definitely an exciting Infrastructure (lights, computer, power, arrival option, however, it was determined insurance etc) $15,000.00 that because of the complexity it would be better suited as one of the long-term goals. Marketing/Advertising Scottsdale Express would provide 30 Three Locations: $248,000.00 minute shuttle service from Sky Harbor to Two Locations: $177,000.00 the Welcome Center. This will also be a long-term goal, as the committee decided it *There is an opportunity for costs to be was difficult justifying over $75,000 per offset by creating partnerships with month cost, coupled with the stakeholders overwhelming burden of effectively marketing the shuttle to pre-arrival VALIDATION OF PROJECT visitors. TIME FRAME FOR PROGRESS Sky Harbor Airport Scottsdale Welcome Center…Welcome to Scottsdale! PROGRESS WITH ASK Between the escalator and baggage claim in Terminal 3 and 4 (2 sides), visitors will SHORT RANGE MEASUREMENT be greeting with a warm Scottsdale Smile! Each 10’x10’booth will have an attractive FURTHER DEVELOPMENT/FUNDING/MILESTONES setting, friendly concierge and a plethora of information. This will also be an FUTURE CONTINGENCIES opportunity to interact with our “just arrived” visitor and potentially glean information on long-term goals with a brief questionnaire.

HOW DOES IT LEVERAGE SYSTEM CHANGE

WHAT IS THE BIG PICTURE

LONG RANGE MEASUREMENT

TOURISM ADVISORY TASK FORCE Connectivity Initiative… Arrival to Departure

The Tourism Advisory Task Force Arrival Committee (Connectivity…Arrival to Departure) has met numerous times over the past six months. The two most discussed topic revolved around the Welcome Center/Rental Car facility on McDowell Road and Scottsdale Express.

Welcome Center: Definitely an exciting arrival option, however, it was determined that because of the complexity it would be better suited as one of the long-term goals. Scottsdale Express would provide 30 minute shuttle service from Sky Harbor to the Welcome Center. This will also be a long-term goal, as the committee decided it was difficult justifying over $75,000 per month cost, coupled with the overwhelming burden of effectively marketing the shuttle to pre-arrival visitors.

With that said, the Arrival to Departure Committee has outlined two short term goals which are impactful, exciting, dynamic and implementable before Event Season.

Sky Harbor Airport Scottsdale Welcome Center…Welcome to Scottsdale! Between the escalator and baggage claim in Terminal 3 and 4 (2 sides), visitors will be greeting with a warm Scottsdale Smile! Each 10’x10’booth will have an attractive setting, friendly concierge and a plethora of information. This will also be an opportunity to interact with our “just arrived” visitor and potentially glean information on long-term goals with a brief questionnaire.

Cost for January to March Total for 3 Months Visitor Center $51,000 per month for (3) locations (1) in T3 (2) in T4 $153,000.00 $34,000 per month for (2) locations or (1) In T3 (1) in T4 $102,000.00 **$17,000 per month per location is on the high end of spectrum

Concierges: 12 hours day x 3concierges $65,000.00 Or 12 hours day x 2 concierges $45,000.00

Infrastructure (lights, computer, power, insurance etc) $15,000.00

Marketing/Advertising $15,000.00

Three Locations: $248,000.00 Two Locations: $177,000.00

*There is an opportunity for costs to be offset by creating partnerships with stakeholders

Super Bowl Shuttle NEXT STOP…SCOTTSDALE!

January 25-February 1, 2015

While our visitors are in town enjoying all the festivities, let’s make sure we provide options to get to Scottsdale! We propose a shuttle service from Downtown Phoenix Super Bowl Central and a Park and Ridelot, possibly on McDowell Road to ESPN Fan Fest Scottsdale.

Buses: (5) 33 passenger $52,000.00 12 hours per day 15 minute service

Route: Five (5) buses from Downtown Phoenix Super Bowl HQ Washington to Priest to McDowell Park and Ride to ESPN Fan Fest Scottsdale!

Greeter & Passenger Assistance $3,000.00

Marketing $5,000.00

Total for Super Bowl Shuttle $60,000.00

Long Term Goals 13-48 months

 Scottsdale Express, a direct shuttle from Phoenix Sky Harbor to Scottsdale

 Welcome Center/Visitor Center/Rental Car in conjunction with AZ Central Initiative

ARIZONA CENTRAL PROPOSAL PLAN FOCUS AREA ASK Touring Vacations + Pervasive interpretation of Review concepts of location, WOW factor, other Place feedback COLLABORATORS CONSULTED DETAILS OF ASK Tour operators in the region, AOT, CVB How do we use the Governor’s conference on COLLABORATORS INVOLVED tourism, AOT’s support? VALIDATION OF PROJECT CVB, AOT The Director of AOT believes that the best place for BRIEF ABOUT CONCEPT this center is downtown Scottsdale. Rachael Sacco Arizona visitors are on touring vacations and wants to move the SCVB there. Numerous tour Scottsdale does not get its share of those visitors. operators are interested in being associated with Arizona Central will bring those visitors to the enterprise. downtown Scottsdale, offer a wow experience, TIME FRAME FOR PROGRESS must see experience. The details of location and the nature of the HOW DOES IT LEVERAGE SYSTEM CHANGE support of Arizona Tourism will be known within There is a significant visitor interest in Scottsdale the next six months. and in Arizona. This is an effort to make certain that PROGRESS WITH ASK visitors come to understand there is a lot to see and This program review will help us shape the do here (as that is the most important reason for approach to the State Tourism and tourism repeat visits) and for visitors who were motivated promoters and operators in the state. to travel to Arizona, that Scottsdale is part of the SHORT RANGE MEASUREMENT Arizona experience. The location/developer confirmed and the WHAT IS THE BIG PICTURE engagement with interested parties in the state The development of an urban experience is critical starts to shape the business model. to Scottsdale and its next generation appeal. FURTHER DEVELOPMENT/FUNDING/MILESTONES Arizona Central provides a wow experience and a There will be a year long process of planning the hub for both understanding what to do and as a business model. There will likely be a need to seek business innovator to assist in developing more funding. unique experiences, testing them, and having a business model that supports very unique offerings. LONG RANGE MEASUREMENT Scottsdale is the hub of Arizona touring vacations. The industry has a year round occupancy rate of 70%, and premium rooms get premium rates year round and downtown, Scottsdale and Arizona are continually developing unique offerings through the promotional and business development hub created at Arizona Central. DASHBOARD PROPOSAL PLAN FOCUS AREA ASK Measurement of outcomes Review the starter dashboard and make COLLABORATORS CONSULTED recommendations for improvement 29th Drive, real estate brokers, hoteliers, City staff DETAILS OF ASK COLLABORATORS INVOLVED Currently a few pages of dashboard charts are City staff developed and will be updated every month by city BRIEF ABOUT CONCEPT staff. How do we improve what is there, how do we The tourism industry has many dispersed and get this out and used? Events are an area where we varied decisionmakers. This initiative begins with think we can improve the data set over time, by providing a platform with common core data. We improving event categories and we would like to anticipate that the platform will grow as more ask TATF to review what we are considering now. marketplace participants discover what else will be VALIDATION OF PROJECT useful in this kind of shared platform. People have told us what would be useful to begin HOW DOES IT LEVERAGE SYSTEM CHANGE with. We looked at other city dashboards. But this There is common support for tourism in Scottsdale, kind of measurement is more common in other but the understanding of what the market industries. components look like is much less understood. The TIME FRAME FOR PROGRESS broader that knowledge is understood, the stronger It is anticipated that the dashboard will regularly the support and participation in the TATF strategic evolve, and at this point the city is willing to support approach. that process, likely quarterly. WHAT IS THE BIG PICTURE PROGRESS WITH ASK As this tool becomes more useful to tourism related We are going to keep this project with the city until businesses and downtown businesses, it will be they don’t want to support it or can’t, and then we possible to begin to determine if a “Smith Travel may be back with a funding request. For now, we Research” model could work in other sectors of the ask that you look for ways to make it more useful. tourism industry and could support the further SHORT RANGE MEASUREMENT development of dashboard tools. This tool will As we understand how to push this out, we will monitor progress on Downtown economic measure users, and we will also measure response development including business attraction, and concerning improvement. year round events and festivals. FURTHER DEVELOPMENT/FUNDING/MILESTONES LONG RANGE MEASUREMENT When sophisticated (Smith Travel Research) kinds Over time, as the measurement tools become more of uses emerge, we will likely need support external precise, it will be possible to understand the to the city and funding. There are cities where the outcome of particular strategies and how to move data management function, for government, health, them in the desired direction. This is hard to do education, marketplace factors, competitive factors, with the tools that are in place now, but combined etc. exist in a single organization (often non-profit) with a strong research program, a relevant and in order to compile and cross reference data. fresh dashboard may get the industry and its participants to a place where they understand actions and benefits more directly. A more transparent marketplace increases efficiency and in this case, the transparency will involve how to get many participants to make decisions that benefit themselves and the whole of the market for tourism. SIGNING PROPOSAL PLAN FOCUS AREA ASK$110,000 Arrival Experience (Wayfinding and Interpretation) DETAILS OF ASK COLLABORATORS CONSULTED $20,000 Relief map at airport(collaboration of Research in Best Practices tourism promotion agencies so only a share COLLABORATORS INVOLVED of this cost will be necessary) $15,000 TATF Arrival Experience, City Staff (Transportation, Facilitation of state/city interstate signage Planning) from airport to Scottsdale along arrival path BRIEF ABOUT CONCEPT Cost of interstate signage (?) Orienting visitors is important and it covers several $15,000Develop entry design options, costs, areas of focus: orientation concerning geography, evaluate the most important installation entry, wayfinding, interpretation. Orientation is locations (RFP), include plan for how to build weak in Scottsdale, first from the airport, through a preferred entry (temporary & permanent) downtown. $60,000 Develop a tourism focused downtown HOW DOES IT LEVERAGE SYSTEM CHANGE wayfinding and interpretive approach to It strengthens the positive identity of Scottsdale in signage (RFP) with locations and pricing the experience of the visitor. It is important to place $110,000 Total Scottsdale in a richly defined context: the desert environment, in its history, for visitors to VALIDATION OF PROJECT experience, with an awareness of Scottsdale as a Meeting planner research that discussed the distinct place (set apart from its neighboring cities). problems with perception from the airport, review WHAT IS THE BIG PICTURE by TATF members validating wayfinding issues, Scottsdale is in danger of being lost in the planning report about downtown signage issues megalopolis, and losing its premium value. It needs TIME FRAME FOR PROGRESS to be confirmed as a clear, specific and special One year to complete plans and seek signage place, leveraging its significant investment in the funding. If possible, evaluate short term options for quality of its built and natural environment. entry experience which can support identity for LONG RANGE MEASUREMENT Superbowl. Strengthening Scottsdale’s identity as a place, as PROGRESS WITH ASK measured by trend research about visitor perceptions This will get us the plans and the related costs for of Scottsdale. staged progress, including the costs, locations, design, etc. for each stage. SHORT RANGE MEASUREMENT Getting the signing components in place. FURTHER DEVELOPMENT/FUNDING/MILESTONES The signage will likely be staged as funding is available. A key is to well describe each phase.

DOWNTOWN EVENT & ANIMATION PROPOSAL PLAN FOCUS AREA ASK Ritual + Pervasive interpretation of place $ 75,000 DETAILS OF ASK TATF MEMBERS $ 25,000 City of Scottsdale Downtown funds to Kate Birchler, Susan Morrow Potje maintain previous levels of entertainment. $ 75,000 To enhance the amount, quality level, and COLLABORATORS CONSULTED area the talent is to be provided in downtown City of Scottsdale Downtown Specialist $ 100,000 Total City of Scottsdale Purchasing Department City of Scottsdale Code Enforcement VALIDATION OF PROJECT

COLLABORATORS INVOLVED TIME FRAME FOR PROGRESS City of Scottsdale Downtown Specialist 1. Request for Proposals (RFP) published in City of Scottsdale Purchasing Department August Scottsdale Gallery Association 2. Review of RFP responses September 5th Avenue Area Merchants Association 3. Contracts in place October

BRIEF ABOUT CONCEPT PROGRESS WITH ASK This is a program to create a lively environment Funding will allow us to consider multiple providers downtown, to create animation which supports and contracts and begin testing what works.SHORT interpretation of place. The experiences will be RANGE MEASUREMENT shared by locals and visitors and will move Increased number of activation days from 50 to 200 downtown into an next generation draw for days within one year. tourism. The City of Scottsdale’s Downtown Scottsdale Arts District Entertainment contract has FURTHER DEVELOPMENT/FUNDING/MILESTONES expired after five years of providing live musical All activities will be subject to review, adjustment entertainment on Thursday nights and Saturdays. and potentially cancellation by a monitoring group. HOW DOES IT LEVERAGE SYSTEM CHANGE Contractors will be encouraged to mix city-funds To leverage change, one component in the tool kit with sponsor-funds to develop the program. is creating animating activities which creates a lively environment and attracts people to come to FUTURE CONTINGENCIES downtown on a trip, to enjoy an outing, to bring The first year will include a learning and testing visitors to experience an interesting, lively and process through TATF. This kind of learning unique place WHAT IS THE BIG PICTURE environment will lead to better and and more A unique, urban experience is important to develop focused animation building and reflecting character next generation visitors. It is also important to of place. There will always be a need for funding create pervasive interpretation of place which animation downtown, but the character of what reliably provides visitors with unique “Scottsdale” works, how, when, etc. needs to be better experiences. understood and then applied. LONG RANGE MEASUREMENT The long range measurement will be tied to increased visitor count, growth in downtown sales tax revenues, growth in property values and reinvestment. Ultimately, downtown Scottsdale has a quality of experience comparable to the visitor experience of a resort.

REQUEST FOR PROPOSAL DOWNTOWN SCOTTSDALE ENTERTAINMENT SPECIFICATIONS

The City of Scottsdale is soliciting Contractors, Entertainment Brokers, Local businesses or business groups acting as sponsor/producers, Producers, Artists, Musicians, Re-enactors, Street Performers, Theatre-Dance-Choral Groups, Guides and Participatory Experience Directors to assist the city in creating a new program. The City of Scottsdale may contract with multiple providers to achieve the variety of activities described in this RFP. This is a program to create a lively environment downtown, to create animation which supports interpretation of place (see a list of suggested interpretive opportunities based on Love of Place at the end of this RFP). The city also wishes to create opportunities for participation in shared local/visitor experiences.

It is the intention of this contract to combine city-funds, sponsor-funds and self- generated fees to create Rituals, Happenings, Events (definitions and examples are at the end of this document) which will span various times of day and cumulatively result in 200 activation days with a wide variety of experiences, tuned to the character of Scottsdale. There is not sufficient budget to create all these experiences so the City through this RFP will entertain proposals for activities which are supported by city funds, are sponsor-supported, or are supported by tips and audience fees for participation. Whether a respondent is requesting fees or simply the opportunity to occupy a place. The proposer should suggest what can make this activity self sustaining and what would be required to do so. This RFP is a primary means by which the city will establish its 200 day calendar of events and it will serve as the first priority for scheduling downtown activities outside (except activities on Scottsdale Mall or for festivals).

In responding to this RFP, each activity which is being proposed must identify whether the activity is a new concept or a concept with history. If the activity has a history a description of the activity and its history as well as the proposers’ experience must be included as part of the response to this RFP (up to one page for each proposed activity). If the concept is new, provide a description of the activity and the proposer’s experience which is relevant to the development of this activity.

It will take some time for the monitoring group (Scottsdale’s Tourism Advisory Task Force) to assess what is working, how to improve things and what is not working as desired. Therefore, all activities will be subject to review, adjustment and potentially cancellation. The City would encourage those who respond to look toward a year round event package, with specified times, dates and offerings.

Potential staging locations include, but are not limited to, City owned property, streets and sidewalks.

For each event, a contractor shall be responsible for the following: 1) Coordinating event scheduling with talent and with the City of Scottsdale.

2) Personally notifying local merchants of the planned activity near their business (in addition there will be a city produced and activity calendar available for merchants). 3) Establishing entertainment contracts and understanding and operating professionally in producing and booking activities. 4) Describing activities, including promotional content requested: bios and photos, and for a ritual its relationship to Scottsdale. All information about the experience needs to be written in a style that promotes participation. Every contractor awarded will need to attend a workshop on promotions.

The City of Scottsdale shall be responsible for the following: 1) Permitting for the designated activation areas, streets, sidewalks or other access areas and other city support as necessary. 2) Promulgating the master calendar of events to hotels, media, web site and through other promotional media as available (though all respondents to this RFP are also encouraged to promote their activity since the TATF may use popularity as a measure of success), 3) Developing a comprehensive calendar of events for Performances, Activities, Rituals and Happenings.

The City of Scottsdale expects respondents to this RFP to be professionals who are engaged in this programming and will meet the following standards. 1) For all activities, the respondent must identify whether the activity being proposed is a new concept or a concept with history. A description of the activity and the proposers experience must be included in as response to this RFP (up to one page for each proposed activity). If the concept is new, provide a description of the activity and the proposer’s experience which is relevant to the development of this activity. 2) For management of all Performers: a. Retaining, Scheduling, Contracting and Paying Performers is the contractor’s responsibility. b. Coordination of all performers’ spaces, power needs, and any requirements for shade. c. Ensuring quality control including timely arrival of Performers and completion of the agreed upon commitment. d. Providing appropriate insurance coverage for all acts, demonstrations, and groups. e. Any performance that includes a live flame will require the artist to obtain all proper permits from the Scottsdale Fire Department. (http://www.scottsdaleaz.gov/fire/permits )

3) For music brokers, maintain access to local talent, as well as bands with name recognition; provide a list of talent to the City's Contract Administrator for approval prior to booking.

a. Contractor will be responsible for selecting Performers who have proven experience in interacting with the audience and with engaging the audience.

4) For rituals, include in the one page description document, a description of how the audience or participants will gain knowledge or appreciation for Scottsdale, the desert environment, a culture or cultural heritage, etc.

5) For happenings, include in the one page description document describe the experience of the audience or participants

6) Each proposer must provide management of all performers: a. Retaining, Scheduling, Contracting and Paying Performers. b. Coordination of all performers’ spaces, power needs, and any requirements for shade. c. Ensuring quality control including timely arrival of Performers and completion of the agreed upon commitment. d. Providing appropriate insurance coverage for all acts, demonstrations, and groups. e. Any performance that includes a live flame will require the artist to obtain all proper permits from the Scottsdale Fire Department. (http://www.scottsdaleaz.gov/fire/permits )

Advanced notice for changes from the original proposal may be made by the Contract Administrator. Upon acceptance, the proposal (as made or modified through negotiations) will result in an approval for all activities as represented in a permit assigned to the proposer. All contractors may be subject to quarterly working group meetings for the purpose of evaluating activities and adjusting.

Contractor Monthly invoices are to include listing of activities, dates and times of activities, hourly rate and administrative fee. Contractor must attach copies of all contracts to the invoice as documentation of the service rendered.

Activities outside of this contract are subject City of Scottsdale Code

Definition of Each Category

Musical Performance can be performed by both soloists and by small groups. All equipment setup will be provided by the Performers. At no point should music noise levels be excessive or disturb the retail district. Musicians will have the ability to sell their albums/CD’s and to collect tips.

Street Performances need to be entertaining for Downtown visitors. Performers should be able to gather a crowd for a performance and provide breaks to allow the crowds to venture into the retail stores in the area. Performers will have the ability to collect tips.

Art Demonstrations highlight a broad cross-section of creative processes. Artist's featured in demonstrations may be local or nationally known artists. They can also include participatory experiences with people gathered for the demonstration.

Rituals are designed to connect locals and visitors to experiences that are unique to the desert environment, to the culture(s) and heritage of the people of the area, or express a way of life which is important to the Scottsdale experience. The intention of rituals is to build a richer and deeper understanding of the place, not by simply telling people about the place, but by allowing people to experience the place. At the end of this document are examples of rituals.

Happenings are short activities, often versions of real life askew, where interactivity in the form of audience participation is essential relying on a great deal of surprise and improvisation and involving all the senses of participants. Some also use new media.

Events are short time frame activities (a couple of hours) tightly themed and in compact settings often for particular audiences. While the term is broadly used, for the purpose of this RFP an event is focused on creating a promotable and participatory experience which is notable and distinctive or unique.

Examples from each category Though these categories themselves are intended to be illustrative, it is important to create unique offerings for a unique place. An identity matrix (attached) describes some qualities of Scottsdale that locals talk about. The character of place of Scottsdale is a kaleidoscope reflecting many points of view and many special interests. It is a place with a deep history and a “start fresh” mentality. How an activity fits into the character of the place will be considered in review of proposals so consider that in the design proposed and make that part of the activity’s description. Below are some examples of each category. Musical Performance Includes a broad variety of music including jazz, contemporary, and classical performances. It may include serenades, marching, conga lines, line dance, or other forms of participatory movement.

Street Performance may involve acrobatics, animal tricks, balloon twisting, caricatures, comedy, contortions, dance, fire skills, juggling, magic, mime, living statue, storytelling or reciting poetry or prose, street theatre, staged “Western” acts, teaching audience members, as in how to mime, or do a trick.

Art Demonstrations may include painting, ceramics, sculpting, glass blowing, ironworking, face-painting. It may also include audience participation in sandpainting or a Jackson Pollock style canvas, etc.

Rituals can include ceremonial activities at sunrise or sunset, re-enactments meaningful events, experiences which open people up to an altered experience of time and place like a campfire sing along with familiar western songs, a tribal activity, celebration of an important holiday, sunrise Yoga, or a horse ride.

Happenings might include activities like staging a Flash mob (where people assemble suddenly and carry out a pointless act for purposes of entertainment, satire and artistic expression), or Improv Everywhere (where people carry out pranks, which they call missions in public places to cause scenes of “chaos and joy.”), International Pillow Fight Day (where flash mobs gather to have a pillow fight), Mobile Clubbing (where people dance to music on their personal music players) or other real life as art expressions.

Events are short time frame activities, like sleeping bag viewing of an outdoor western movie, a cowgirl boots beauty contest, roping contests, a Rawhide style event on Thursday night in Old Town, a hula hoop contest or a sock hop.

Proposal Check List: Name of Proposer Activity proposed Category Frequency, dates, times Staging location(s) preferred Relationship to Character of Place One page description including description of experience, funding method, budget requested if any, means to become self sustaining New event or tried event explanation Proposer’s experience

CHRISTMAS IN THE DESERT - Christmas PLAN FOCUS AREA Events & Festivals there needs to be attractive events to get people to their destination. TATF MEMBERS Taryl O’Shea & Cory Baker This event will help develop an infrastructure for the downtown COLLABORATORS CONSULTED community while supporting the need for the community to work Ben Moriarity - City of Scottsdale Downtown Specialist together in a common goal for increased commerce to the merchants Bob Stapleton - Arizona & Jeep Tours and the City of Scottsdale. Bruce Leadbetter - 360 Adventures WHAT IS THE BIG PICTURE Chet Anderson - City of Scottsdale Mounted Unit The focus will be to develop Scottsdale’s attractiveness Dave Alford, Parada Del Sol Pro internationally during a typically slow month of travel. Hotels and David Scholefield - Director Travel Industry Sales, Fairmont retailers are in a good position to offer attractive promotions that will Jason Rose - Rose+Moser+Allyn Public & Online Relations be supported by a unique holiday experience. The immediate focus Julia Chacon - Inspiración Flamenca will be to attract people downtown with Christmas and cowboy Kelly Triplett - Scottsdale CVB themed events. The event will be active for 27 days (Thanksgiving Ken Koziol, Entertainment Solutions through Christmas). with a goal to sustain the western experience Lori Baker - Food Truck Caravan downtown year round add in a variety of events and animation, Mark Reynolds - Hashknife supported by merchants and developed by event producers and Teri Todd - Scottsdale Horse & Carriage others. Long range will be to grow identity to all of Scottsdale. COLLABORATORS INVOLVED LONG RANGE MEASUREMENT Event Coordinator - TBD Over the next 5 years to recognize Scottsdale as an exotic destination Cowboy Christmas Crew in the Sonoran desert, the mecca for the western lifestyle. The long Hashknife Pony Express range measurement of success will be the continued support and Old Town Merchants Association development of Arizona’s cultural history. The development of the Scottsdale CVB Native American, Mexican and Spanish cultures will help further tell BRIEF ABOUT CONCEPT the story of Scottsdale. The unique history of Scottsdale will be active Christmas in the Desert will build upon Scottsdale’s identity as the to people around the world. “West’s Most Western Town”, initial efforts will be to activate ASK $20,000 downtown Scottsdale with a themed holiday season called “Cowboy DETAILS OF ASK Christmas” for the month of December. The long-term goal will be to $10,000 - Support of Existing Cowboy Christmas events grow Scottsdale’s attractiveness in the month of December to $10,000 - Support and promotion of New Cowboy Christmas events encompass additional venues in Scottsdale with Christmas and $20,000 Total western inspired events. Cowboy Christmas will be various VALIDATION OF PROJECT contributing events that will fall within a larger produced event. Scottsdale needs a vibrant and active downtown that tells it’s story, These events will activate Scottsdale with holiday excitement: See locals need to tell the story and give the experience in the heart of Santa arrive each weekend by stage coach to meet the kids and get downtown. Travelers are looking for unique experiences while still their Christmas wish lists, take a carriage or stage coach ride to your having the luxury of fine hotels, restaurants and shopping close at favorite shop to get your shopping list completed. See the light hand. Scottsdale offers all of this but needs to build on the “Unique display downtown and lighting of the famed Scottsdale Cowboy Experience”. Unique to Arizona is the Desert, it’s unique cultural Christmas tree. Listen to the local talent of Christmas carolers, street history. The Western Lifestyle: Cowboys & Indians and the stories musicians and the strolling cowboy on horseback. Try not to get held they tell. The value of these experiences in Arizona can be measured up at gunpoint or roped by a real live cowboy on your way to your in the longevity of western attractions such as Rawhide, Greasewood favorite watering hole. The local hotels, restaurants and Food Truck flats, etc.. December is a slow month for tourism; let’s attract people caravan will help you get ready for the holidays with cookie demos to “Christmas in the Desert”. and celebrity chef holiday cooking tips. Come and get your photo TIME FRAME FOR PROGRESS taken with the Hashknife pony express and give them your letter for Efforts are in place and immediate action can be taken for December expedited delivery to Santa. Merchants will be encouraged to dig into 2014. An event coordinator will be put in place to help manage the their inner cowboy and come up with menus, gift ideas and events events downtown and communicate to the Scottsdale hotels and that support the cowboy culture. This first year, focus will be on merchants the importance to support the vision of “Christmas in the Cowboy Christmas and event promoters will work closely with the Desert”. Continued development on the business plan will help to merchants’ downtown for ease of implementation. As we can we grow and expand the Scottsdale brand. want to build upon other cultural elements like a Native American SHORT RANGE MEASUREMENT cultural village, an Arizona mining town for example and package the Short range measurement will include the number of people who season with a promise for a new experience with the brand promise visit downtown; the buzz the downtown gets from the activities is a “Come to Scottsdale and the exotic Sonoran Desert” and make the good first measurement. The increased room nights from the chore of getting ready for Christmas fun and western. Hotels will be downtown hotels in Scottsdale will be a valuable measurement. Over encouraged to add to the Christmas festivities to help celebrate the time the rise in sales tax and bed tax should steadily increase in the season by putting together packages throughout the month of month of December. December. FURTHER DEVELOPMENT/FUNDING/MILESTONES HOW DOES IT LEVERAGE SYSTEM CHANGE Promotion is paramount and marketing a range of experience under The Scottsdale Cowboy Culture at Christmas will provide a deeper the banner of Christmas in the Desert will allow the events to cohere experience for travelers. Merchants collectively support the effort to and mature over time. We have many organizations already in place get people downtown to shop, dine and socialize but realize that that are proud of Scottsdale and see the value in tourism in December. They are willing to get involved and put in the time and Piano players effort grow this event. See attached list for further Development Poets ideas. Rejected Confederates FUTURE CONTINGENCIES There various ways that Scottsdale can help support this endeavor Saloons without losing its upscale attractiveness. The key is to get the core Square dance music activated and to grow the experience from there. Scottsdale has so Spanish Influence much to offer, it’s cultural diversity will help tell the story of why Wagon wheels Western dress with gun belts, spurs, top hats, boots travelers from the around the world need to experience it. Western landscape, rim Western movies FURTHER DEVELOPMENT IDEAS Windmill for water CHRISTMAS EXPERIENCES NEW WEST Christmas charity run/ walk Casual, jeans culture Christmas decorating/lights Contemporary architecture Christmas décor store/house tour Cooking demonstrations Christmas dinner Cool cars Christmas movies Culinary experiences Christmas parade Environmental advocacy/protection Christmas shopping Farmers Market Christmas Trees Fashion Shows Desert experiences Food Truck Caravan Holiday carolers/concert series Health and fitness oriented Holiday Cooking experiences Independent thinkers Horse drawn carriage tour Music – Young/hip Santa Natural healthy food enthusiasts Street music Night life Tree decorating (Charity) Open spaces part of their western experience WESTERN EXPERIENCES Outdoor living Campfire sing along (evening) Side Walk Sales Cowgirl/boots beauty contest Solar energy leaders Desert Tours (jeep, hike, bike) Sporting life Hashknife Pony Express Tech leaders Hayrides to see horses in a pen Water issues advanced management Meet real life bull riders SOUTHWEST Mission church music program Adobe Museum of the West Baskets and pottery Outdoor western movies for kids Bead work and moccasins Pancake breakfast Bow and arrow Rawhide downtown one evening a week Cave dwellings Roping Desert plants and their uses on Horse back Dream catcher Square Dancing/Western Dancing exhibitions/competitions Drumming and Dances Stage Coach & Carriage rides Head feathers Trail rides green belt Horses Western band line dance (early evening) Jewelry especially silver with turquoise OLD WEST Kachina dolls Antiques Native American canals fences Native American dance rituals Barmaids Native American early farming techniques Camp fires Native American Iconography Cattle Native flute Cook outs Native landscape Cow head skeletons with horns Native Trails Cowboys Papoose Cowboys & Indians Pueblos Farm gates/arches over paths Stories Fiddlers War paint Guns Weaving, rugs and blankets Harmonicas MISC Horses AZ Centennial promotional material Low slung wooden buildings AZ Office of Tourism Mexican Influence Mining Influence Mounted Police BIKE PROPOSAL PLAN FOCUS AREA ASK Ritual + Pervasive interpretation of place $23,000 COLLABORATORS CONSULTED DETAILS OF ASK City of Scottsdale transportation $ for lane closure study (covered by City City of Scottsdale bicycle cops but there may be design costs in the future) City of Scottsdale preserve/trail staff $3,000 for signage (marking), improvements Owner of Bicyclette – a lifestyle bike brand $8,000 interpretive signage (2 signs) Coalition of Arizona Bicyclists $ art painted in tunnel ($10,000) Jane Larson, writer, bike advocate $2,000 website design Bike leasing company owner $5,000 bike rental vendor, bike friendly businesses Public art $5,000 for mounted binoculars COLLABORATORS INVOLVED $23,000 Total Scottsdale transportation VALIDATION OF PROJECT Jane Larson Rides with a range of people who have discussed Public art the ride, areas for improvement and interpretation. Coalition of Arizona Bicyclists Research on the importance of biking as signature BRIEF ABOUT CONCEPT for next gen travelers. Scottsdale has significant The development of interpretive bike routes get biking assets and recognition, downtown developed visitors out for short, interpretive rides, get all more interpretive trails add to the assets. aware of and supportive of biking downtown, TIME FRAME FOR PROGRESS create a ritual product (extending to a least 3 rides) The first route can be completed in 6 months. mapped and interpreted. PROGRESS WITH ASK HOW DOES IT LEVERAGE SYSTEM CHANGE This funding will give us one interpretive trail, and a Citizens and merchants are hesitant to support biking in Scottsdale website that has narrative and biking, to give over parking spaces to bike racks. maps and bike rider’s discussions on trails. The This will begin to change beliefs and build assessment of the business opportunities for infrastructure for social bikers and Scottsdale renting bikes downtown and vendor support interpretation including merchant support and discounts to WHAT IS THE BIG PICTURE bicyclists. The Economist had an article last year “Cycling is SHORT RANGE MEASUREMENT The New Golf.” Bike friendly destinations are high In the first 6 months after completion there is a value for next gen travelers. The city has received a 500% increase in bike rentals downtown. Gold Bicycle Friendly Community award yet there FURTHER DEVELOPMENT/FUNDING/MILESTONES are a number of other cities which have the There will be two additional trails (maximum) reputation which Scottsdale could have. It is identified downtown which will need signage and recognized by avid cyclists, but that has not led to a interpretation ($18,000). These additional routes general reputation as a biking place. Yet there is can be completed in 9 months (cost may be evidence that biking to Spring training stadiums is significantly less depending on efficiencies from first popular, that next gen in Scottsdale want bike trail). Next will be an expansion beyond downtown sharing and more bike support, and that there is a to include mapping of all trails using sophisticated resistance among downtown merchants to support mapping, with occasional interpretation and biking. This is a strategy to change beliefs, tweak wayfinding signage ($35,000), which unites all the infrastructure and claim a US top of mind biking groups and unifies the gold standard product position. in Scottsdale, PR campaign for biking to claim top LONG RANGE MEASUREMENT place in US ($25,000). Add downtown infrastructure Scottsdale is recognized nationally and bike racks (a double hoop costs approximately internationally as a top 5 US bike friendly place and $200, bike valet, showers for next gen users) costs a top 5 biking destination supporting all forms of not evaluated yet. biking. Item 7a Tourism Advisory Task Force Project Evaluation June 17, 2014 Rate 1-5, Ranked in order of importance: 1=low, 5=high 1 Collaboration Who has been consulted, who is involved in this project on an ongoing basis? How well has this initiative covered the bases and gotten buy in? 2 Leverage System Change How does this initiative change the system in which we operate? How significantly? 3 Time Frame to Implement What is the timeframe for implementation? 4 Short & Long Range Measurement Is this initiative focused on the long term benefits of this action and does it allow for measurement of short term benefits? 5 Detail of Ask Outlined If this initiative is ready for funding are the funding components reasonable? 6 Further Development Does this lay a foundation for further development?

Total TATF Proposal Evaluations - June 17, 2014

Arrival Experience- Art Happenings- Cowboy Transportation AZ Central Dashoard Signage Festival Animation Christmas Rituals

Evaluator 1

Evaluator 2

Evaluator 3

Evaluator 4

Evaluator 5

Evaluator 6

Evaluator 7

Evaluator 8

Evaluator 9

Evaluator 10

TOTAL

6/13/2014