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Bike Proposal 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.
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