Linda Dillenbeck, Chairperson Tourism Development Commission

Item 4

Tourism & Events Department 7447 E Indian School Rd Scottsdale, AZ 85251 480.312.7177

To: Linda Dillenbeck, Chairperson Tourism Development Commission

From: Steve Geiogamah, Tourism Development Manager

Date: November 19, 2019

Subject: International Jazz Day New Event Funding

The International Jazz Day new event funding worksheet is attached for commission consideration. The 9th annual event will be held in Scottsdale and kicks off jazz appreciation month. The event brings together communities, schools, artist, historians, academics, and jazz enthusiasts to celebrate and learn about jazz music.

International Jazz Day AZ Foundation has requested $30,000 in support of a one-year event funding agreement. Allocation of potential funds in support of the agreement can be allocated from tourism development funds established for events and event development.

Analysis & Assessment City staff has evaluated the worksheet and support documents to identify potential benefits to the city and the local tourism industry.

International Jazz Day will take place at Scottsdale Civic Center Mall on April 4, 2020 for six- hours with a projected attendance of 3,000. The event producer will allocate $25,000 thousand in direct advertising expenditures toward marketing campaign and notes a total expense budget of $101,800. In 2018, the Jazz Day Celebration participated in the Community Event Program and received $7,000.

To enhance the city’s event sponsorship evaluation process, the city has retained a qualified special event and marketing consultant, Artigue Advisors, to measure, analyze, and report the economic and media impact as well as overall value and benefits associated with a proposed event sponsorship. Attached is the Artigue report.

Funding Availability & Potential Options There are currently event support funds available in the tourism development budget for new event development. Pending TDC discussion, the following are options for consideration:

1) Recommend new event development funding for all or part of the requested amount of $30,000.

2) Take no action or additional event evaluation. 3) Alternatively, if there are additional questions or information needed for further consideration, staff will proceed accordingly.

City of Scottsdale New Event Development Guidelines

Major events motivate significant visitation to Scottsdale and contribute to the City’s overall brand and image. The New Event Development Funding Program supports events that increase national, international and regional visibility for Scottsdale as a desirable tourist destination through extensive media coverage and generate incremental room nights for Scottsdale hotels and resorts.

Funding amount must be between $30,000 and $75,000. Funding in excess of $75,000 will be considered on a case by case basis.

Qualifications: All qualifications must be met in order to be eligible for funding. • Supports at least one tourism driver: art and culture, culinary, golf, sports and recreation or western. • Attendance must exceed 2,000. • Non-discriminatory in nature and provides reasonable accommodations for those with special needs. • The event or portion of the event must be held primarily within the corporate limits of the City of Scottsdale. Exceptions will be made for mega events that: 1) Provide a state or large regional benefit, and 2) Receive direct dollar support from multiple cities. Among the factors used in determining whether an Event is held primarily within the City of Scottsdale are: the extent to which the majority of attendance, participation and event activation occur in the corporate limits of Scottsdale. • Enhances Scottsdale’s status and aligns with Scottsdale’s brand image. • Funding worksheet is received a minimum of 90 days in advance • Has obtained all necessary city and governmental permits. • Events can participate in this program for a maximum of three years. • Open to the general public.

Ineligibility: The following types of events are not eligible for funding: • Conferences, corporate meetings, symposiums or trade shows • Events (or events attached to other events) that receive funding support from other bed tax programs • Events not lasting a minimum of 6 hours • Events that happen in a normal course of business • Fundraising projects or events that are mainly fundraisers • Neighborhood block parties • Static exhibits • The funds cannot be used for public relations agency fees Questions, Worksheet and Approval Process • Worksheet: − Read qualifying worksheet in its entirety. Only complete if event meets qualifications. − Incomplete submissions will not be accepted. − Submit worksheet via email to City of Scottsdale Tourism & Events Department • Approval: − Worksheet will be reviewed by City of Scottsdale staff for eligibility and accuracy. − Final recommendations are approved by the Tourism Development Commission after a brief proposal presentation of the event. • Questions and Worksheets should be submitted to: City of Scottsdale Tourism & Events Department Attention: Holli Shannon [email protected] 480-312-7177

FY 19/20 Page 1 of 6 Funds Disbursed:

The approved funding will be provided post-event, once all contract requirements have been fulfilled.

Approved Use of Funds

• Funding can be used for pre-event marketing and promotion and event production. • The funds provided cannot be more than 30% of your entire event budget. • The funds cannot be used for public relations agency fees or talent appearing at the event. Responsibility of Event Producer:

• Comply with all City of Scottsdale permit, insurance and approval requirements and processes for special events • Review, sign and adhere to all requirements as outlined in the Event Agreement. Final Notes: The City of Scottsdale and the Scottsdale tourism industry are eager to support quality events that contribute to our strong tourism image, have growth potential and provide measurable return to the City of Scottsdale and the industry:

• This communication is an invitation to submit a qualifying worksheet and should not be interpreted as approval of City funding for the event. • Actual funding amount and specific uses must be specifically authorized by the City. • Worksheet is not a legally binding agreement. The marketing and other benefits associated with this request for funding must provide the City direct consideration substantially equal to the city’s proposed expenditure.

Event producing organizations must be registered with the Arizona Corporation Commission before executing a contract with the City for funding.

FY 19/20 Page 2 of 6 NEW EVENT DEVELOPMENT WORKSHEET

APPLICANT INFORMATION Worksheet Date: 10-18-2010: Organization Name: Legal Description (LLC, etc.) International Jazz Day AZ Foundation 501 (c) 3 Business Address: 3200 N Central Ave. Suite 1500 (Mailing Address 422 West Rockwood Drive - Phoenix AZ 85027) City: State: Zip Code: Phoenix AZ 85004 Event Contact: William "Doc" Jones Phone: Cell Phone: Email: 602-524-7998 602-524-7998 [email protected] EVENT INFORMATION

Event Name: International Jazz Day AZ - Scottsdale Jazz Festival 2020 Event Website: events.jazzdayaz.com Event Date(s): Event Time(s): April 4, 2020 Noon - 6:00 pm Event Location: Admission Cost: Scottsdale Civic Center Mall - Fountain Stage & Rose Garden Free (VIP $125) City: State: Zip Code: Scottsdale AZ 85251 Projected Attendance: Attendance tracking method: Years in Scottsdale: 2000-3000 Eventbrite RSVP - Prometric Staff One Expense Budget (includes Estimated Revenue: Marketing Budget: Requested Funding Amount: marketing): $7500 $25,000 $30,000 $101,800.00 Detailed description of event: (See Attachment A for full detail)

The International Jazz Day AZ Foundation is pleased to announce the kickoff of the 9th Annual Jazz Appreciation Month on April 4, 2020, from 12 to 6pm at Scottsdale Center for the Arts! The International Jazz Day – declared by the United Nations Educational, Science & Cultural Organization (UNESCO) in 2011 – is a month-long celebration that culminates worldwide on April 30 and is celebrated in more than 195 countries.

FY 19/20 Page 3 of 6 NEW EVENT DEVELOPMENT WORKSHEET

Provide a detailed, itemized list of sponsorship benefits the City of Scottsdale will receive as part of the sponsorship package. Please include advertising channels, advertising cost, impression values, and distribution methods:

(See Attachment B for full details)

As the primary partner of Jazz Day AZ, the City of Scottsdale can leverage the prestige and currency of the International Jazz Day celebration brand, strengthen ties with your core constituency/consumer base, and support cultural diplomacy and educational programming in a highly visible manner. Jazz Day AZ will work closely with resort properties and downtown hotels to ensure they are well-informed about the event to ensure that the City of Scottsdale benefits from the additional exposure.

The City of Scottsdale will have the opportunity to promote jazz music’s strong positive value (which includes peace, intercultural dialogue and cooperation between nations); and enable enriching, entertaining, and educational cultural programming that serves the local community.

Submit your current marketing plan as it is without City Funding. Please include location, timing, impressions, cost, etc. *Attach if more space is needed. (See Attachment C for full details)

BACKGROUND & MISSION The International Jazz Day AZ Foundation is pleased to announce the kickoff of the 9th Annual Jazz Appreciation Month April 4, 2020, at Scottsdale Center for the Arts! The International Jazz Day – declared by the United Nations Educational, Science & Cultural Organization (UNESCO) in 2011 – is a month-long celebration that culminates worldwide on April 30 and is celebrated in more than 195 countries.

If approved for funding, please explain how event funding will enhance your event’s marketing and PR efforts: Event funding will allow us to include additional marketing beyond the border of Arizona and attract Jazz lovers from neighboring states and from around the world.

This will enhance tourism in and bring substantial revenue to businesses located in the City of Scottsdale. For example, businesses located within the SCA circle like AZ88, Jewel of the Crown and the Saguaro hotel will definitely benefit from the festival.

Some funding will be allocated to increase impressions through the purchase of targeted digital billboards, radio and TV ad buys, on-line banners, and social media.

FY 19/20 Page 4 of 6 NEW EVENT DEVELOPMENT WORKSHEET

Describe how you will provide qualitative and quantitative information regarding event attendance levels:

Quantitative: VIP ticket sales, Prometric staff counting, ticket confirmation thru Eventbrite and aerial drone visual.

Qualitative: Post-interviews on radio, TV and social media platforms posting.

Provide estimated economic impact results of the event and the projected impact on Scottsdale: Jazz enthusiasts tend to have high levels of education and have higher levels of employment than the population in general, according to the Jazz Audiences Initiative (JAI) study, a project spearheaded by the Jazz Arts Group of Columbus (JAG). With their higher disposable income, jazz consumers tend to expect, and in many cases, demand a superior customer experience. We anticipate evidence of their purchasing power at local retail businesses, spending more money than traditional consumers. Thus, the impact of jazz enthusiasts visiting Scottsdale will add a new group of consumers in search of high-end products and services. We anticipate that this Jazz event will generate returning customers who will make JazzDay AZ their annual getaway event. Therefore, the City of Scottsdale can expect increased revenue from the following sources: * Hotel bed taxes * Hotel city taxes * Restaurant revenue & taxes * Retail revenue & taxes *Airport taxes * City parks exposure * Scottsdale Museum fees

Describe how the event will stimulate the fundamental decision to travel and visit Scottsdale, generate room nights as well as enhance the length of stay: Scottsdale as a travel destination will be highlighted in all marketing and promotions distributed in the JazzDayAZ multi-media assets. We are working with local over-the-air channel 44.5 and 25 OTT channel owned and operated by Phoenix-based Connect to Your City, LLC (CTYC). Combined media assets include traditional TV, Cox Cable Network, Over-The-Top TV, Online Streaming, On App TV and Social Media support that generate over 77 million unique visitors and viewers monthly. Special International Populations Outreach. - As part of our Hispanic/Latino outreach efforts, our on-air interview with Cox TV can be viewed at Su Vida TV and Su Vida TV.com. - Additionally, our Native American outreach will feature the late Russell “Big Chief” Moore, a Pima American Indian Jazz trombonist. For the entire month of April, we will pay tribute to the contributions that Native Americans have made to the artform of Jazz. - As part of linking International Jazz Day AZ with UNESCO’s Festival in Cape Town South Africa, we will also feature Moabi Kotu from Soweto. The Venue Scottsdale Center for the Arts, Fountain Stage – is surrounded by over 200 retail shops, restaurants and hotels. In addition to what has been elucidated in the answer to the previous question, Jazz enthusiasts – with a higher level of sophistication in their taste in Jazz and other music genres, and their interest in cultural events – will be influenced by knowledge of the following about JazzDay AZ: - Affiliation to internationally known United Nations Educational, Scientific and Cultural Organization’s (UNESCO) International Jazz Day (April 30, 2020)

FY 19/20 Page 5 of 6 NEW EVENT DEVELOPMENT WORKSHEET

NEXT STEPS This proposal process has been developed to provide necessary information for the City of Scottsdale, Tourism Development Commission to evaluate funding proposal requests and to determine appropriate funding for qualified events. The sponsorship review process can take up to 60 days to complete.

1. Staff reviews event qualification worksheet to determine event’s eligibility 2. If event qualifies for funding, producer will present at the Tourism Development Commission (TDC) meeting. TDC has the potential to require more information or vote on funding amount they are recommending. 3. Event presentation to the TDC is required. The presentation should take no more than 5 minutes and please ensure that the following items are included in your presentation and outlined in a one-page summary at the end of your presentation: a) Time & duration of event b) Event location c) Local & out of area attendance d) Attendance tracking method e) Marketing efforts without requested funding and details of marketing with proposed funding f) Anticipated five-year growth of event (attendance & activation) 4. TDC submits funding recommendation to City Council for approval (Following TDC recommendation, allow four weeks for council presentation). 5. Formal action by City Council

SUBMISSION INFO I authorize the verification of the information provided on this form. Signature of applicant: Date: 10-18-2019 Name William "Doc" Jones, Executive Director IJDAZ *If more room is needed, attachments are permissible.

FY 19/20 Page 6 of 6 Attachment A

Detailed description of event:

The global event brings together communities, schools, artists, historians, academics, and jazz enthusiasts from all over the world to celebrate and learn about jazz music’s roots and history, as well as its wide-reaching impact and enduring influence. Participating in this important Jazz Day AZ helps to raise awareness of the need for intercultural dialogue and mutual understanding and seeks to reinforce international cooperation and communication. Every year on April 30, jazz music as an international art form is recognized for promoting peace and dialogue among cultures, diversity, respect for human dignity, the eradication of discrimination, fostering gender equality, and promoting individual expression.

Most notably, the Arizona Legislature passed HCR 2017 as follows: “Be it resolved by the House of Representatives of the State of Arizona, 35 the Senate concurring: That the Members of the Legislature recognize April 30, 2019 as International Jazz Day and proclaim April 2019 as Jazz Appreciation Month in Arizona. That the Members of the Legislature impart accolades of honor, commendation, appreciation and recognition to the role jazz music plays in this state and the nation.”

International Jazz Day is chaired and led by the UNESCO Director General and legendary Jazz pianist and composer Herbie Hancock. He also serves as a UNESCO ambassador for intercultural dialogue and is chair of the Thelonious Monk Institute of Jazz. International Jazz Day AZ Foundation has the full endorsement of UNESCO’s Herbie Hancock.

A significant percentage of proceeds from the April 4, 2020 celebration will be used to fund the International Jazz Day AZ Foundation’s Next Generation after school program.

A preliminary Run-of-Show is attached. Following is the preliminary line-up of performers:

 Kermit Ruffins -- Headliner is an American jazz trumpeter, singer, and composer from New Orleans, Louisiana, United States. He has been influenced by Louis Armstrong and Louis Jordan and says that the highest note he can hit on trumpet is a high C. He often accompanies his songs with his own vocals.

 Saxophonist Elan Trotman and Jeffrey Osborn -- Saxophonist Elan Trotman, has quickly become one of jazz’s most thrilling and emotive performers as he continues to stand out and push boundaries as a composer, performer, teacher and recording artist. Trotman’s playing, though inspired by Grover Washington, Jr., Kirk Whalum and Najee, displays his own fresh ideas and distinctive tone. So much so that the New England Urban Music Awards, and The Barbados Music Awards both named him Jazz Artist of The Year on multiple occasions.

 Carlos E Rivas Orchestra – is a Salvadorian musician, arranger, composer, producer and bandleader of Latin music. Carlos is multifaceted in the music industry, having performed as a solo guitarist to leader of a 16-piece Salsa Orchestra. Carlos has recorded 3 full length Salsa albums as well as many other records in various Mexican and Latin genres. Carlos Rivas & his Mex-Sal Latin Band has been providing extraordinary entertainment in Arizona for more than 36 years.

 Buster Williams Trio featuring Bernard Wright on Piano -- Buster Williams is a prodigious artist whose playing knows no limits. He has played, recorded and collaborated with jazz giants such as Art Blakey, Betty Carter, ...American bassist Special Guest Lenny White, Leonard White III (born December 19, 1949) is a three-time Grammy Award-winning American jazz fusion drummer, born in New York City, best known for being the drummer of Chick Corea's Return to Forever.

 Nicole Pesce / WE 3 TRIO We3 — Nicole Pesce (piano), Suzanne Lansford (violin) and vocalist, Renee Grant Patrick, daughter to the late George Grant of the World- Famous Ink Spots perform powerful interpretations of Jazz, Blues Standards and more.

 Donald "Big Chief" Harrison -- Donald Harrison was born in New Orleans in 1960 and grew up in a home environment saturated with the city’s traditional brass bands, afro- New Orleans culture, modern jazz, R&B, funk, classical, world and dance music. His connection to New Orleans’ roots was deepened by his father, a Big Chief, in a new American style of African culture developed in New Orleans.

 Nayo Jones Experience Quintet With Special guest -- Nayo Jones (pronounced Nīyō) was born in Chicago, Illinois into a family of musicians and destined to be in show business. As an accomplished jazz musician and music educator, her father William “Doc” Jones groomed and nurtured her natural ability from a very young age.   Mario Abney Quartet -- Deftly fusing modern jazz, bebop and blues to soul, second line brass and funk, Chicago-born New Orleans trumpeter Mario Abney leads his quartet.

 Judy Robert –Ms. Roberts is a sensitive, articulate pianist with depth and range. Her playing is laced with intense, freshly voiced chordal passages. Her singing is delicate and breathy, worldly and sultry in accordance with the mood.

House Band – Felix Saniz, Bass – Fred Bowell Jr., Drums – Dr. Jesse McGuire, Trumpet, Bernard Wright, Keys

KEY ENDORSEMENTS

· Herbie Hancock, United Nations Educational, Science and Cultural Organization (UNESCO) Ambassador for Intercultural Dialogue and Chairman of the Herbie Hancock Institute of Jazz · Mayor Jim Lang, City of Scottsdale · Alfredo J. Molina, Molina Fine Jewelers · Arizona Governor Doug Ducey · Former Phoenix Mayor and Current Congressman Greg Stanton · City of Mesa Mayor John Giles · State of Arizona Legislature – HCR 2017 passed by House of Representatives and Senate · Mayor of Tucson, AZ – Jonathan Rothschild

INTERNATIONAL JAZZ DAY AZ

International Jazz Day AZ Foundation is a 501(c)(3) organization dedicated to educating youth through the exposure of jazz and other art forms. Founder Doc Jones started this movement eight years ago in Phoenix. Since then, International Jazz Day AZ Movement has produced Jazz festivals in Phoenix, Scottsdale and Mesa, Puerto Penasco, and Alamos Sonora Mexico. These have received the approval and support of Governor Doug Ducey, eight Mayors, two Arizona Congressmen, plus the full Arizona House and Senate.

Scottsdale Jazz Festival 2020 Run-of-Show Saturday April 4, 2020 Noon – 6:00 pm Time Activity Description Details Dependency 7:00 am Equipment load-in IJDAZ team & SCA staff begin load in and setup IJDAZ volunteers & SCA staff IJDAZ – Stage Manager Rental tables and chairs Rental tables Special area for City Officials, Sponsors, Musicians and VIP Setup Rose Garden Area Festival goers who purchased pass for access.

9:00 am Vendor load-in begin Food and marketplace vendor set up to be completed by 11:00 am 4 Food vendors featuring international cuisine Linder Stanley 12 Marketplace vendors to include popcorn and snow cones 9:30 Volunteer check-in 1 Community volunteers to assist with festival event with market goods for the entire family.

10:00 Sound check SCA staff and IJDAZ musicians Doc Jones Stage musicians 11:00 Final Inspection of grounds Linder Stanley 12 Noon FESTIVAL BEGINS 12 Noon Welcome Remarks MC Remarks regarding mission of IJDAZ – partnership with City of Scottsdale Special acknowledgement to Russell “Big Chief” Morris – MC/Doc Jones – Sponsorship Thank you Native American Trombonist from the Pima Indian Tribe, Ensure audience download jazz festival mobile app Sacaton, Arizona. MAIN EVENT 12:10-12:30 Artist 1 Local High School or College Jazz Band (TBD) Performances by area youth bands to demonstrate the MC importance of music education in schools. Advocate for Stage Manager 12:30-12:40 MC – Remarks/Transition Acknowledge vendors promote merchandise more funding of the arts.

12:45-1:20 Artist 2 TBD

1:20 – 1:40 MC- Remarks Band transition and remarks by City Official (TBD) Stage Manager Acknowledge Sponsors -

1:40-2:20 Artist 3 TBD Stage Manager

2:20-2:40 MC – Remarks Crowd Engagement with jazz mobile app – Vendor push Again, special acknowledgement to Russell “Big Chief” Stage Manager Morris – Native American Trombonist from the Pima Indian 2:50-3:35 Artist 4 TBD Tribe, Sacaton, Arizona.

3:35-3:55 Sponsorship Remarks TBD

4:00-4:55 Artist 5 TBD

4:55-5:15 MC – Transition

5:20-6:30 Artist 6 Headliner

6:30 -7:00 Festival Close Out All Artist – on stage Call of all musicians back to stage for festival finale. Closing remarks and thanks from Doc Jones.

Attachment B:

Provide a detailed itemized list of sponsorship benefits the City of Scottsdale will receive as part of the sponsorship package. Please include advertising channels, advertising cost, impressions values, and distribution methods:

SPONSORSHIP BENEFITS (Please also refer to attached Jazz Day AZ Marketing Plan.)

The Jazz Day AZ app is in development for pre-event and on-site usage. The app will be widely advertised and promoted in all print, broadcast and on-line media. The City of Scottsdale’s logo will be included in the app, once approved. SPONSOR BENEFIT IMPRESSIONS & DISTRIBUTION COST/VALUE: $131,150 PRINT Logo in all Festival posters, fliers and 15,000 daily impressions = 1.4M $5,000 print ads total Logo (20,000 -25,000 online page $5,000 on jazzdayaz.com,602azmag.com views & events.jazzaz.com)

Full-page spread color ad in Festival 3,000 on-site distribution $1,250 concert program Recognition in all Festival-related 1,000 on-line magazine subscribers, $5,000 press releases (e-blast distribution) and media outlets in AZ, California, New Mexico and Nevada TV/RADIO Logo in all TV advertising $5,000 Scottsdale as a travel destination $20,000 will be highlighted in all marketing and promotions distributed in the Jazz Day AZ multi-media assets. We are working with local over-the- air channel 44.5 and 25 OTT channel owned and operated by Phoenix- based Connect to Your City LLC (CTYC). Combined media assets include traditional TV, Over-The-Top TV, Online ON-LINE, SOCIAL MEDIA Streaming, On App TV and Social 77 million unique visitors and $5,000 Media support viewers monthly Logo/link on websites 20,000-25,000 online page views jazzdayaz.com, 602azmag.com Premium logo placement on $3,000 Facebook Event Page Post-event “Thank you” with link to 3,000 e-blast distribution $1,000 website in two (2) Jazz Day Festival e-blasts Two (2) Facebook posts with logo $3,000 and link to corporate site Three Tweets with link to corporate site Additional mentions at Phxsoul.com 30 Tweets and 1 Facebook post, 1 Instagram post every week before your event occurs Instagram ADDITIONAL DIGITAL STRATEGY Mention in blog posts 12 posts $3,600 Guest blog post for City 2 posts $ 800 Mention in monthly Google ads 12 mentions $6,000 Worldwide Livestream TBD TBD ON-SITE/ON-STAGE VIP invitations and special access to 250 VIPs $250/person value = $62,500 include light fare and drinks; photo opportunities with featured artists & City officials; and commemorative 2020 souvenir Emcee on-stage mentions; 2,000-3,000 PLUS TBD Livestream $5,000 Logo on stage banner views

ADDITIONAL CONSIDERATIONS: Scottsdale will be promoted as a travel destination in all marketing and promotions distributed in the Jazz Day AZ multimedia assets.

We will encourage the public to post photos, videos and share their stories about the day on Facebook, Twitter and Instagram by tagging City of Scottsdale and by using #Jazz Day AZ.

9 August 2019

Dr. William "Doc" Jones International Jazz Day AZ Foundation Phoenix, AZ, USA

Dear Doc,

On behalf of UNESCO and the Herbie Hancock Institute of Jazz, thank you for helping to bring the global celebration of International Jazz Day to USA in 2019.

It was thrilling to learn about the diverse and innovative array of events brought to life by organizers like you. From weeklong school programs to performances with jazz icons to intimate gatherings and discussions, organizers on all continents presented engaging and imaginative jazz programming. I feel humbled to know that lovers of music and culture around the world have embraced jazz and its message of unity and tolerance.

On International Jazz Day, our partners in 195 countries used jazz and its infectious improvisational spirit to make a positive difference in their communities. You organized charity boosters to benefit victims of natural disasters, coordinated master classes and workshops for students who might otherwise never experience the joy of live jazz, and presented entire festivals using jazz to showcase the beauty and integrity of your own culture’s musical traditions.

We were most pleased that this year’s celebrations continued the previous focus on service and accessibility while reaching more than two billion people worldwide through television and radio coverage, social media, print and digital news, live webcasts and more. This level of impact is truly driven by the passion and hard work of community leaders like yourselves.

We are already looking forward to next year’s activities. I am delighted that 2020 will see the first Global Host Celebration on the African continent, with a wide range of performances, educational outreach programs and other festivities planned for our Global Host City of Cape Town and across South Africa. I trust that this historic moment will inspire you to curate your own celebration, in your own way. I know our team is eager to hear how your plans are coming along, and to offer their support wherever possible.

Sincerely,

Herbie Hancock UNESCO Goodwill Ambassador for Intercultural Dialogue Chairman, Herbie Hancock Institute of Jazz

MARKETING PLAN

BACKGROUND & MISSION The International Jazz Day AZ Foundation is pleased to announce the kickoff of the 9th Annual Jazz Appreciation Month on April 4, 2020, at Scottsdale Center for the Arts! The International Jazz Day – declared by the United Nations Educational, Science & Cultural Organization (UNESCO) in 2011 – is a month-long celebration that culminates worldwide on April 30 and is celebrated in more than 195 countries.

The global event brings together communities, schools, artists, historians, academics, and jazz enthusiasts all over the world to celebrate and learn about jazz music’s roots and history, as well as its wide-reaching impact and enduring influence. Participating in this important Day helps to raise awareness of the need for intercultural dialogue and mutual understanding and seeks to reinforce international cooperation and communication. Every year on April 30, jazz music as an international art form is recognized for promoting peace and dialogue among cultures, diversity, respect for human dignity, the eradication of discrimination, fostering gender equality, and promoting individual expression. International Jazz Day is chaired and led by the UNESCO director general and legendary Jazz pianist and composer Herbie Hancock. He also serves as a UNESCO ambassador for intercultural dialogue and is chair of the Thelonious Monk Institute of Jazz.

INTERNATIONAL JAZZ DAY AZ FOUNDATION

International Jazz Day AZ Foundation is a 501(c) (3) organization dedicated to educating youth through the exposure of jazz and other art forms. Founder Doc Jones started this movement eight years ago in Phoenix. Since then, the International Jazz Day AZ Movement has produced Jazz festivals in Phoenix, Scottsdale and Mesa, Puerto Penasco, and Alamos Sonora Mexico. These have received the approval and support of Governor Doug Ducey, eight Mayors, two Arizona Congressmen, plus the full Arizona House and Senate.

The Arizona Legislature passed HCR 2017 as follows: “Be it resolved by the House of Representatives of the State of Arizona, 35 the Senate concurring: That the Members of the Legislature recognize April 30, 2019 as International Jazz Day and proclaim April 2019 as Jazz Appreciation Month in Arizona. That the Members of the Legislature impart accolades of honor, commendation, appreciation and recognition to the role jazz music plays in this state and the nation.”

ABOUT DOC JONES William “Doc” Jones – who was named the ambassador of “Jazz Day AZ Movement” in January 2013 – has performed across the country, originally from Chicago, Illinois, where he formed his first musical group more than 25 years ago. Since that time, he has either initiated or been invited to perform with Aretha Franklin, Pop Staples and The Staple Singers, as Hiroshima’s opening act, Temptations 2002 Tour of Germany, and was the winner of the WBEE Jazz Festival Big Band Competition. Doc has produced four CDs, a 45 rpm and one LP in 1980. Doc went on to establish a nonprofit, Next Student Academy of the Arts – a 501(c)(3) with the mission to have students experience extraordinary gains through music 3 education that has positively impacted Phoenix area schools and their students’ academic performance. Our students consistently meet state performance requirements and outperform their K-8 grade counterparts at district levels. Over a five-year period, through Next Student, the organization administered more than 2,000 free music lessons contributing to music programs in various after school program.

PURPOSE OF EVENT

Our goal is to attract jazz and music lovers from around the globe of all ages. We will place special attention throughout the Southwest to include: New Mexico; Nevada; Texas; west to California; and south to Sonoran Mexico.

OBJECTIVES • To build awareness of UNESCO International Jazz Day Festivals and International Jazz Day AZ Foundation mission to preserve the art of Jazz music, including its heritage and the role it plays globally bringing people and cultures together. • To attract 2500 to 3000 people to the 2020 Scottsdale Jazz Festival

• To raise funds for the IJDAZ Summer Youth Music Program

• To increase international exposure to the City of Scottsdale

STRATEGY • Position the City of Scottsdale as the ultimate and preferred destination for national and international musicians, and jazz and blues lovers who want to experience the southwest in one of Arizona’s top-tier cities. • Ensure that the City of Scottsdale is recognized as a major supporter of UNESCO’s International mission - the preservation of jazz music and its unique ability to unite people in all corners of the globe. • Leverage relationships with IJDAZ partners which include Arizona Sister Cities, Global Chamber Phoenix, Consular Corp of Arizona and IJDAZ Network to help promote music’s strong positive values and intercultural dialogue between nations.

SPONSORSHIP BENEFITS

Sponsors will benefit from our proposed marketing and media plan as listed in the sponsor benefits table below. As the primary partner of Jazz Day AZ, the City of Scottsdale can leverage the prestige and currency of the International Jazz Day celebration brand, strengthen ties with your core constituency/consumer base, and support cultural diplomacy and educational programming in a highly visible manner. Jazz Day AZ will work closely with resort properties and downtown hotels to ensure they are well-informed about the event to ensure that the City of Scottsdale benefits from the additional exposure.

SPONSOR BENEFIT IMPRESSIONS & DISTRIBUTION COST/VALUE: $131,150 PRINT Logo in all Festival posters, fliers 15,000 daily impressions = 1.4M $5,000 and print ads total Logo (20,000 -25,000 online page views $5,000 on jazzdayaz.com,602azmag.com & events.jazzaz.com)

Full-page spread color ad in 3,000 on-site distribution $1,250 Festival concert program Recognition in all Festival-related 1,000 on-line magazine subscribers, $5,000 press releases (e-blast distribution) and media outlets in AZ, California, New Mexico and Nevada TV/RADIO 6

Logo in all TV advertising $5,000 Scottsdale as a travel destination $20,000 will be highlighted in all marketing and promotions distributed in the Jazz Day AZ multi-media assets. We are working with local over- the-air channel 44.5 and 25 OTT channel owned and operated by Phoenix-based Connect to Your City LLC (CTYC). Combined media assets include traditional TV, Over- The-Top TV, Online ON-LINE, SOCIAL MEDIA Streaming, On App TV and Social Millions of unique visitors and $5,000 Media support viewers monthly Logo/link on websites 20,000-25,000 online page views jazzdayaz.com, 504mag.com Premium logo placement on $3,000 Facebook Event Page Post-event “Thank you” with link to 3,000 e-blast distribution $1,000 website in two (2) Jazz Day Festival e-blasts Two (2) Facebook posts with logo $3,000 and link to corporate site Three Tweets with link to corporate site Additional mentions at 30 Tweets and 1 Facebook post, 1 Phxsoul.com Instagram post every week before event ADDITIONAL DIGITAL STRATEGY Mention in blog posts 12 posts $3,600 Guest blog post for City 2 posts $ 800 Mention in monthly Google ads 12 mentions $6,000 Worldwide Livestream TBD TBD ON-SITE/ON-STAGE VIP invitations and special access 250 VIPs $250/person value = $62,500 to include light fare and drinks; photo opportunities with featured artists & City officials; and commemorative 2020 souvenir Emcee on-stage mentions; 2,000-3,000 PLUS TBD Live stream $5,000 Logo on stage banner views ADDITIONAL CONSIDERATIONS: Scottsdale will be promoted as a travel destination in all marketing and promotions distributed in the Jazz Day AZ multimedia assets.

We will encourage the public to post photos, videos and share their stories about the day on Facebook, Twitter and Instagram by tagging City of Scottsdale and by using #Jazz Day AZ.

TIMELINE

October 2019 - Sponsorship campaign begins; meetings with proposed strategic partners

November 2019 – Presentation to City Council; finalize Scottsdale Center for the Arts site plan

December 2019 – 1) International Jazz Day AZ Membership Event at Kerr Center; 2) Approval of poster draft

January 2020 -- Advertising sales begin for IJD AZ event program booklet.

February 2020 – Vendor contracts signed and submitted to SCA for final approval. Production on program booklet (design & layout drafts 1-3/final)

March 2020 – Program booklet to printer by March 10, 2020

April 2020 – Jazz Day AZ Scottsdale Event

KEY ENDORSEMENTS

• Herbie Hancock, United Nations Educational, Science and Cultural Organization (UNESCO) Ambassador for Intercultural Dialogue and Chairman of the Herbie Hancock Institute of Jazz • Mayor Jim Lang, City of Scottsdale • Alfredo J. Molina, Molina Fine Jewelers • Arizona Governor Doug Ducey • Former Phoenix Mayor and Current Congressman Greg Stanton • City of Mesa Mayor John Giles • State of Arizona Legislature – HCR 2017 passed by House of Representatives and Senate • Mayor of Tucson, AZ – Jonathan Rothschild • Mayor of Douglas, AZ – Robert Uribe

KEY PARTNERS

1) UNESCO 2) City of Scottsdale 3) Scottsdale Center for the Arts 4) Global Chambers 5) Consular Corps of Arizona 6) Cox Media 7) City Buzz Media 8) Google Ad word Grant 9) Alfredo J. Molina, Molina Fine Jewelers 10) Scottsdale Sister Cities

SPONSORSHIP & PARTNERS INCOME

Festival Income & Sponsorship Target Actual

Title Sponsor 15000 Gold Sponsor 10000 Silver Sponsor (2 x 5000) 10000 Community Sponsors (5 x 1500) 7500 Food Vendors (4) 600 Marketplace Vendors (12) 1200 VIP Sponsor 5000 VIP Ticket Sales (100 x 125) 12500 Advertising & Marketing (In-kind) 15000 App Develop & Website Maint (In-kind) 2500

Total 74300

PRELIMINARY BUDGET

Scottsdale Jazz Festival 2020 Budget and Sponsorship Projection

Category Estimated Actual Over/Under Venue 1400 Artist 55000 Production & Equipment 6500 Printing/Stage Banners 4200 Marketing/Advertising 25000 Catering(VIP Area) 3500 Insurance 600 Photography/Video 1600 Staff 1000 Transportation 300 Merchandising 1500 Miscellaneous 1200 Security

TOTAL EXPENSES: $101,800

International Jazz Day AZ – Scottsdale Festival 2020 Economic and Marketing Impact on the City of Scottsdale

Report Objective This is an economic and marketing analysis of the 9th Annual Jazz Festival AZ and its impact on the City of Scottsdale, relative to its ability to generate awareness, heightened tourism and ultimately, incremental tax dollars and economic impact for the city.

The observations in this report are based only on information that has been provided by the event organizers and cannot necessarily be substantiated or cross-referenced.

Event Overview The International Jazz Day AZ Foundation is the organizers of this event and they are seeking funding of $30,000. It is not clear if they have received prior funding as the Festival has been held in several other cities around the Valley. International Jazz Day is actually a month-long celebration that culminates here in early April with the Scottsdale Festival.

This year’s event will be held on April 4, 2020 at Scottsdale Civic Center Mall from noon to 6pm and admission is free. However, an all-inclusive VIP ticket package is available for $125pp. Scottsdale Festival brings together various communities, schools, artists, historians, academics and of course, jazz enthusiasts. The festival features live music, provided by a variety of nationally-acclaimed jazz musicians.

Organizers are projecting attendance between 2,000 -3,000 and most people will be from around the Valley and state, through some may travel from neighboring states. Proceeds from the event (estimated at $7,500) will benefit after-school youth music programs

Funding Criteria and Analysis • Among the Tourism and Event Department’s criteria for making funding recommendations is an event’s ability to generate room nights. Organizers have not provided estimates of non-resident attendees but do suggest that those who travel to this event are well-educated and affluent and therefore “anticipate a high level of spending.”

Funding Request 2-2-2

• Another important criterion for funding is an event’s ability to promote Scottsdale’s “attractiveness” as a destination to multi-generational, high-value visitors. Again, while there’s no concrete demographic data of past attendees. It does stand to reason that an average jazz enthusiast would be affluent and therefore, have disposable income.

• Next is the importance of an event to achieve and sustain growth as measured by attendance and corresponding room nights. Projected attendance figures are quite low and therefore have probably not grown much over the past eight years. It is reasonable to suggest that impact on Scottsdale hotels will likely be modest.

• Addressing the City’s prescribed “Tourism Drivers,” Jazz Festival AZ fulfills just one of the five categories – Arts & Culture.

• Regarding the stimulation of Scottsdale tourism, both in visitation for the actual event and thereafter, organizers have not provided out-of-area visitation figures. They do indicate that they are promoting their event with area hotels and restaurants by providing them with event materials.

• Regarding the marketing and promotion of the event, a marketing budget of $25,000 has been allocated and that will spent on a variety of media, including OTT (online TV) ads, social media, E-marketing and posters and fliers. Should they receive the $25,000, PR and social media efforts will be targeted in Southern California, New Mexico and Nevada.

• Primary feeder markets have previously been neighboring cities and states.

• As this is the 9th year for Jazz Day AZ, the organizers should in fact possess the ability to produce this cultural event in a consistent and quality fashion.

• Jazz Day AZ gives back to the community by donating event proceeds to support after- school youth music programs. It is not clear, however, how they select the participating schools.

Funding Request 3-3-3

City Entitlements

Should the City of Scottsdale choose to fund Jazz Day AZ, they will receive a combination of marketing and hospitality entitlements. These include the “City of Scottsdale” logo on the Jazz Day AZ website and in all print advertising and printed collateral. They will also have signage onsite and receive 250 VIP event tickets, valued at $250 each (valued at $62,500).

Summary Jazz Festival AZ is an upscale, niche event that will likely attract people who are primarily jazz music enthusiasts. Where these people will come from is difficult to say as there is little data from prior year festivals. While it is not likely the Festival will stimulate immediate impact on Scottsdale’s tourism picture, it should contribute to the city’s upscale brand and public persona.

- Artigue Advisors