Item 5
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: June 16, 2020
Subject: Scottsdale Car Drive-In Concert Series New Event Funding Request The Scottsdale Car Drive-In Concert Series new event funding worksheet is attached for commission consideration. The event series will be held at WestWorld in Scottsdale. The event features musical and comedic performances on weekends over a 12-week period and may include various popular artists.
R Entertainment and Culinary Concepts has requested $75,000 in support of a one-year event funding agreement. Potential funds in support of the agreement can be allocated from tourism event development and operating contingency funds.
Analysis & Assessment The first year Scottsdale Car Drive-In Concert Series takes place July through early September. Anticipated concert series attendance is 2000 attendees per show. Estimated concert promotion is schedule to begin June 30. As this is a first-year event, anticipated room nights generated from the concert series will need to be evaluated. Direct advertising expenditures is estimated to be $90,000 with a total event budget of $928,890.
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 development support funds in the amount of $31,767 available in the tourism development budget for event development. There is also currently $2.5 million available in the tourism operational contingency funds available for use. Pending TDC discussion, the following are options for consideration:
1) Recommend event development or tourism operating contingency funds for all or part of the requested amount of $75,000. 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.
Introduction
Thank you for giving us an opportunity to bring you this unique economic development tourism strategy during these unprecedented times.
We are not prepared to write off the entire balance of the 2020 year and with your support we believe we have a compelling narrative for patrons to visit Scottsdale this summer.
Indeed, the current environment presents a distinct opportunity to draw visitors to Scottsdale over the next three months. A few weeks ago, it was impossible to imagine that the Coronavirus lockdown in California would deliver Scottsdale a way to generate hotel stays and restaurant dining, foot traffic in shopping malls, rounds of golf and a pathway for small business to get through this summer of shutdown.
Los Angeles, for all intents and purposes is closed. No concerts, no bars, no special events are scheduled, and there is, basically, nowhere to go. Concerts will not return until 2021 and Southern California residents remain in a shelter-in-place mode until at least August. In fact, the mayor of Los Angeles proclaimed that any "non-essential" business that are found opening will have its electricity, gas and water shut off!
For the older baby boomers who are most vulnerable, this makes sense. However, for 18 to 45- year-olds, this is tantamount to a prison sentence. This group is one of the least effected by the virus and the most effected by the lockdown.
Two weeks ago, Orange County opened its beaches and 40,000 members of the targeted 18 to 45-year-old demographic descended upon Newport Beach causing California’s governor to close the beaches again.
There is major pent-up demand among this group and we propose to be their escape valve this summer.
By producing a compelling series of popular music, comedy and podcaster events, we can target market and draw these fans from California to Scottsdale all summer long. It would be a reverse of what normally happens when "Zonies" flock to California in the summer. San Diego annually generates $100 million in bed taxes from visitors, but probably not this year.
The following pages outline our plan and rationale on how to capture hotel stays, and fill our restaurants, golf courses and shopping malls with tourists this summer.
Four of the top talent agencies in the world have contacted R Entertainment: William Morris Endeavor, Creative Artists Agency, United Talent Agency and Paradigm Talent Agency. They’ve requested that R come up with a solution for their roster of artists. Collectively, these artist agencies represent 90 percent of the entire entertainment industry. Many artists like Taylor Swift, U2 and Paul McCartney have announced plans not to tour or have canceled their tours in 2020.
However, there are thousands of touring artists, comedians and podcasters that must tour to sustain their livelihood. The reason we have been on speed dial with these top agencies is, for one, they know us because we spend millions of dollars with their agencies booking their clients each year. Secondly, they have heard of our success in pioneering a very safe way for patrons to consume entertainment in their cars with Pop-Up Drive in Movies. Coupled with the fact that we have great technology that allows patrons to hear the concert in their cars via FM transmitters that run right through a vehicle's speakers and this checks all the boxes for a new way to deliver quality entertainment while social distancing in the comfort of your own car!
As a result, our goal is to bring 15 shows from a variety of genres to Scottsdale this summer.
Steps to Success
1. Create a Drive-in Concert Venue at WestWorld of Scottsdale. Activate WestWorld mid-June through end of September.
2. Create a Summer Series of Concert Entertainment. Feature major artists from California such as musicians/bands, comedians and podcasters.
3. Promote through Talent Fan Bases. Market and promote tickets and packages in Scottsdale utilizing the powerful fan bases of featured artists with a call to action for Californians to Experience Scottsdale.
4. Feature Resorts & Restaurants & Shops. Inherent to key marketing messages will be the fact that Scottsdale restaurants, world-class resorts and shopping are all open for business…and a bargain.
5. Summer Fun Packages. Bundle tickets with hotel packages just as the Super Bowl and other major events do.
6. Target Market. Target the 18 to 45-year-old demographic for "Summer Road Trip" weekends.
The following list is just a sampling of artists and their fan following; these artists are actively in discussion to finalize their appearances this summer on a stage at WestWorld of Scottsdale. In fact, for the list of artists, the sky is the limit. We enjoy the trust of these major agents and have presented them with a solution for their roster of talent, many of whom R Entertainment has actually booked and promoted for years.
2
Sublime with Rome (routinely sells out) Tiger Lily • Instagram 128K Followers • Instagram 601K Followers • Facebook 366K Total Follows • Facebook 679K Total Followers • Twitter 65.9K Followers • Twitter 55.4K Followers • YouTube 43K Subscribers • YouTube 37.1K Subscribers • Spotify 673K Listeners • SoundCloud 83K Followers
Bill Burr – Comedian (sells out Mad. Sq. Grdn.) Chainsmokers – DJs • Instagram 1.1M Followers • Instagram 7.8M Followers • Facebook 757K Total Follows • Facebook 9.9M Total Follows • Twitter 1.4M Followers • Twitter 3.5M Followers • YouTube 622K Subscribers • SoundCloud 1.1M Followers • SoundCloud 143K Followers • Spotify 34.7M Listeners
Rebelution – Reggae Bad Friends - https://www.badfriendspod.com • Instagram 372K Followers • Instagram 44K Followers • Facebook 913 Total Follows • Twitter 5.6K Followers • Twitter 100.3K Followers • Facebook 1.1K Private Group • YouTube 373 K Subscribers • YouTube 128K Subscribers
Joe Rogan – Podcaster Bobby Lee & Andrew Santino Podcast • Instagram 9.5M Followers • Instagram 568K Followers • Facebook 2.7M Total Follows • Facebook 127K Total Follows • Twitter 6.1M Followers • Twitter 188.7K Followers • YouTube 276K Subscribers • YouTube 187K Subscribers Andrew Santino Bella Twins – Girls Night Out • Instagram 302K Followers Nikki Bella • Facebook 1.2K Total Follows • Instagram 9.2M Followers • Twitter 100.6K Followers • Facebook 8.6M Total Follows • YouTube 122K Subscribers • Twitter 3.6M Followers • YouTube 2.87M Subscribers Grateful Festival -- Grateful Dead Festival Brie Bella • Facebook 911 Total Follows • Instagram 7.6M Followers • Facebook 5.2M Total Follows • Twitter 3.6M Followers • YouTube 2.87M Subscribers
3
CAA Comedy Series Cheech & Chong Carlos Mencia • Instagram 2.4M Followers • Instagram 37.1K Followers • Facebook 11M Total Follows • Facebook 456K Followers • Twitter 143.1K Followers • Twitter 43.1K Followers • YouTube 14.5K Subscribers Michael Carbonaro • SoundCloud 576 Followers • Instagram 78K Followers • Facebook 128K Total Follows JP Sears • Twitter 55.6K Followers • Instagram 305K Followers • Facebook 2.4M Total Follows Colin Jost • Twitter 22.2K Followers • Instagram 496K Followers • Twitter 280K Followers Mallory Brothers Podcast • YouTube 276K Subscribers Lavell Crawford • Instagram 119K Followers Brendan Schaub • Facebook 13.8K Followers • Instagram 1.1M Followers • Twitter 41.5K Followers • Twitter 801.2K Follower
WME Comedy Night – 6-week run every Friday or Saturday • Lineup TBD
Jared Fried – Bachelor & Quarantine • Instagram 173K Followers • Facebook 6,998 Total Follows • Twitter 40.8 K Followers
Jeff Ross – Comedian • Instagram 397K Followers • Facebook 156K Total Follows • Twitter 898.8K Followers
Marlon Wayans – Comedy • Instagram 4.9M Followers • Facebook 7.5M Total Follows • Twitter 2M Followers
4
WestWorld of Scottsdale Summer Drive in Concert Series
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:
City of Scottsdale sponsorship benefits begin with the city prominently positioned in the actual title of this concert event series with brand name exposure consistently generated through the following platforms and marketing practices:
• Websites. Concert series site with ticket links, ticket headers; artist and R Entertainment websites • Tickets and ticket engine • Email/database marketing by featured artists, R Entertainment and M Culinary • Social media posts • Social media advertising • Public Relations / Media Relations • Influencer Relations • Traditional advertising • Collateral. Flyers, posters, • database eblasts will carry the title to the event • Live Streaming. Depending on artist outreach practices, performances also can be live streamed via social platforms (Facebook, Instagram, Twitter, YouTube) or web platforms (i.e., Nugs.net)
Budgets, Leveraging & Impressions. Each concert performances will have a marketing budget that ranges from $6,000 to $15,000 per performance date. Impressions from advertising alone will target an estimated 800,000 to 2.08 million impressions per date. Impressions will be generated in this case mainly through social media and digital advertising means. Impressions must reach a minimum level to support ticket sales. In addition, overall consumer impressions are increased through aggressive leveraging of opportunities in areas bulleted above, that is, not only through advertising but also through a multilayered marketing campaign that continuously employs media relations, influencer relations, powerful artist outreach and other methods noted.
Again, in all marketing, the City of Scottsdale is named in this summer concert series title as well as the location.
In addition, Scottsdale is the leading key word throughout this promotional effort.
Video Welcome. The plan is to open each performance date with a ‘welcome’ video appropriately featuring the beautiful City of Scottsdale, provided by the Experience Scottsdale team. This video can also reside on the concert series website.
5
In regard to Experience Scottsdale, the plan is to activate the following:
• Create Scottsdale Hotel Packages. Such packages will be designed to promote both hotel stays and ticket sales. We hope Experience Scottsdale will be an active player to connect properties that would like to package concert series tickets with hotel packages. Participating hotels and packages also can be promoted on the event series official website, ticketing site and in targeted social media. • Scottsdale Amenities. The amenities that Scottsdale delivers as a premium destination can be featured on the event series website, such as Scottsdale golf, restaurants and shopping links. Ticket buyers would be encouraged to visit linked sites and conversely, these outlets through Experience Scottsdale would be encouraged to promote their special summer time offers. • Experience Scottsdale Social Media Ticket Giveaways. We will provide two comp car tickets to each show to promote via their social channels to Southern California and other nearby states as they see fit. • Social Media Toolkits. We will provide participating Scottsdale hotel properties, golf courses, restaurants, shopping and other Scottsdale excursions with a “tool box” of social media posts, tags and hashtags to easily use and deploy on their social channels and databases.
Community Asset in a Challenging Time. These marketing practices serve to promote Scottsdale as a summertime destination during an economically dire period of time, and the entertainment series itself becomes an asset to rally around to benefit resorts, golf courses, shops, restaurants – should they choose to step up and do so. The collective of social media channels and databases can create a power punch of visibility that yields business revenue – not to mention yet more consumer impressions with the call to action “visit Scottsdale.”
6
Submit your current marketing plan as if it is without City Funding. Please include location, timing, impressions, cost etc.
June 17. Targeted launch date / announce series. A marketing template budgeted at the previously noted $6,000 to $15,000 for each performance date includes, however, is not limited to: • Website is created specifically for WestWorld of Scottsdale Summer Drive in Concert Series • Ticket engine and ticket headers. • Public Relations. News release announcing summer series of entertainment at WestWorld of Scottsdale. News releases and Media Advisories created for each concert date. o Regional and national distribution, targeting especially Southern California, also including nationals such as USA TODAY, Wall Street Journal and similar, as well as industry publications such as Pollstar and Billboard, and travel/tourism outlets, among others. • Influencer Relations. Enlisting the megaphones of music & lifestyle Influencers with strong and/or targeted follower numbers • Social Media. Posts at launch and ongoing o Influencer programs and giveaways • Advertising. Targeted demographics per artist, via social media with direct links to event website and ticket links; traditional advertising employed whenever advantageous. • Email databases. Artist fan bases, R Entertainment, M Culinary • Calendar posts • Artist Outreach. The marketing team works aggressively in tandem with featured artist teams. A highly valuable differentiation in this climate is artists are actual marketing partners and as a result will activate their outreach channels o Artist social media posts o Website calendars o Fan clubs/database outreach • Live Stream. Many performance dates will be streamed via Nugs.net to fans worldwide adding to Scottsdale event/venue/destination exposure. • Collateral. Flyers and posters.
Marketing will be managed by R Entertainment with public relations and social media led by FleurComGroup and the M Culinary marketing team.
To highlight the power of artist outreach employed in this program…
➢ Artist outreach and follower numbers, for example: ✓ Sublime with Rome, slated to kick off the concert series at WestWorld of Scottsdale Summer Drive in Concerts, enjoys and will activate: ▪ 217,000 Facebook followers ▪ 128,000 Instagram followers ▪ 57,000 followers on Twitter ▪ You Tube. 43,000 subscribers, enjoying viewer numbers of 2 million 7
✓ The Bella Twins, WWE champs and E! reality TV stars based locally ▪ Instagram. 9.2 Million Followers ▪ Facebook. 8.6 Million Total Follows ▪ Twitter. Nikki and Brie – 3.6 Million Followers ▪ YouTube. 2.87 Million Subscribers
*By aggregating artist databases which reach fans directly in a qualitative fashion, we have a highly unique methodology to connect to our target customer, a passionate follower of the artist.
8
If approved for funding, please explain how event funding will enhance your event’s marketing budget and PR efforts:
The grant would allow us to augment the marketing/PR/artist outreach budget by an additional $7,000 per show. See previous sections noting the planned marketing budget of $6,000 to $15,000 per date; with the grant this could increase from $13,000 to $22,000 per show.
9
Describe how you will provide qualitative and quantitative information regarding event attendees:
We will be utilizing RPM ticketing a wholly owned subsidiary of R Entertainment as our ticketing engine.
The data generated from a ticket sale delivers email address, postal address and zip code aligned with the buyer’s credit card. This data gives us the opportunity to create a report from each show on where the patron is from and a means to communicate with them following the show via email.
These post communications to the patron can deliver additional offers from Scottsdale properties. Post event short surveys also can be sent with questions that range from income and home ownership to length of stay and favorite Scottsdale attraction/restaurant/shop.
Post-event communications can also be positioned for the patron to opt in to Experience Scottsdale databases for future marketing offers in months or years to come.
We can provide a zip code report after every show. A survey can also be conducted; however, results may take time to complete.
10
Provide estimated impact results of the event and the projected impact to Scottsdale:
Concert event capacity is 500 cars per session with possibly two sessions per night, depending on talent.
We have been averaging 4 patrons per carload that will give us 4,000 patrons per night with two shows. Our experience through our venue in Coconino County shows 61% of all of our patrons come from out of town (outside Flagstaff). Our strategy is to market heavily through the artists fan bases in Southern California, and also in Colorado, Southern Arizona and New Mexico. Our projections are that 50% of the patrons will be from outside metro Phoenix, and primarily Southern California.
For easy math purposes…If 10 shows are at a sellout, 40,000 patrons will be driven to Scottsdale over the summer with half of them visitors from out of town.
According to a recent Scottsdale Tourism study: A typical domestic overnight traveler to Scottsdale spends approximately $290 and a typical day trip visitor spends $70, according to the Scottsdale 2018 Overnight and Day Visitation Report by Longwoods International. Overnight visitors stay an average of 3.9 nights in Scottsdale and have an average party size of 2.6 people.
11
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.
Our strategy is to combine passion for an artist with the message that Scottsdale is OPEN for business to their beleaguered fans in Southern California. By contrasting Scottsdale with what Southern California folks are enduring we will have a wonderful and timely message to invite them to our community and experience their favorite artist, stay in a world-class resort at a summer rate, shop, play golf on renowned courses and enjoying going out to dinner in one of the many award-winning restaurants Scottsdale has to offer.
If you have been quarantined as long as our neighbors to the west have been, you are ready for a road trip out of California if for no other reason than for a sanity check. What better place to visit, reachable in a 5-7 hour drive away by car and enjoy all the 5-star amenities Scottsdale has to offer.
One of the music moguls in Los Angles that we are discussing this concept with said: “Scottsdale is like in a different country than California.” …And of course, we know it is!
We will encourage all the Scottsdale hotel properties to market into our event and give their databases a compelling reason to visit Scottsdale this summer. We will provide marketing assets for the shopping, restaurants and golf courses that seek to join our marketing effort and encourage them, with Experience Scottsdale’s support, to put forth enticing offers that will extend patron stays beyond the event itself.
And a final observation: because this is a “drive-in” event, we believe most patrons from out of state will drive to Scottsdale, thus nearly guaranteeing the need to extend their stay before and after the event.
12
Scottsdale Summer Concert Series at WestWorld
June 30. Targeted launch date / announce series. Marketing plans include the following best practices for the Scottsdale Summer Concert Series at WestWorld as follows: • Website is created specifically for WestWorld of Scottsdale Summer Drive in Concert Series www.scottsdalesummerconcerts.com. • Ticket Engine and ticket headers. • Public Relations. News release announcing summer series of entertainment at WestWorld of Scottsdale. News releases and Media Advisories created for each concert date. o Regional Distribution. targeting especially Southern California (Los Angeles, Orange and San Diego counties as well as San Bernardino, Riverside and Imperial counties). (See Addendum A) o National Distribution. National news feature targets such as USA TODAY, Wall Street Journal and similar, as well as industry publications such as Pollstar and Billboard, and travel/tourism outlets, among others. • Influencer Relations. Enlisting the megaphones of entertainment & lifestyle Influencers with strong and/or targeted follower numbers. (See Addendum B for a large sampling of targeted influencers based in Southern California) o Influencer Outreach & Programs. Today this outreach can be as powerful as media relations. An aggressive contact program with incentives to post key messages and to host contests, such as ticket giveaways encouraging ‘tag friends to win’ and more. o Social Media Toolkit. Photography, key verbiage, talkpoints, hashtags, account tags and more. Scottsdale talkpoints, hashtags and more included. • Social Media Advertising.-$6,00-$15,000 o Facebook and Instagram ad plans. (See details in Marketing Plan) o Demographic targets. Based on artist fans, music or entertainment genre, fan clubs and geography, local and Southern California targets. o Links. Direct links to event website and tickets. • Email Databases. A calendar of weekly eblasts using artist fan databases as well as those from R Entertainment, M Culinary, including database targets in Southern California. • Calendar Posts. The concert series – for each individual concert date – is posted to news calendars throughout Southern California and other online “things to do” calendar engines. This serves to spread event date awareness and also increases SEO of the Scottsdale Summer Concert Series website and Scottsdale itself as a summer destination. (See Addendum C for examples) • Artist Outreach. The marketing team works aggressively in tandem with featured artist teams. A highly valuable differentiation in this climate is artists are actual marketing partners and as a result will activate their outreach channels o Artist social media posts o Website tour calendars o Fan clubs/database outreach • Live Stream. Many performance dates will be streamed via Nugs.net to fans worldwide adding to Scottsdale event/venue/destination exposure. • Collateral. Flyers and posters
Marketing will be managed by R Entertainment with public relations and social media led by FleurComGroup and the M Culinary marketing team.
To highlight the power of artist outreach employed in this program…
➢ Artist outreach and follower numbers, for example: ✓ Majority of artists artist enjoy highly engaged social media followings, for example, ✓ Cheech and Chong: ▪ Instagram 2.3 million followers ▪ Facebook 12 million followers ▪ Twitter 143,000 followers ▪ You Tube. Many views of more than 1 million (note: they don’t have a You Tube channel) ✓ Sammy Hagar. ▪ Instagram. 321,000 Followers ▪ Facebook. 778,000 Total Follows ▪ Twitter. 247,000 Followers ▪ YouTube. 87,000 Subscribers
*By aggregating artist databases which reach fans directly in a qualitative fashion, we have a highly unique methodology to connect to our target consumer, a passionate follower of the artist.
2
Addendum A Southern California News Outlets A Primera Hora - KMEX-TV DJ Drew - KIIS-FM ABC News Radio - Glendale Bureau Downtown Gazette ABC Television Network - Glendale Bureau Downtown News Agua Dulce/Acton Country Journal Dune Buggies and Hot VWs AirTalk with Larry Mantle - KPCC-FM E! Entertainment Television Online Alive & Well - ION Life Easy Reader All Things Considered - KCRW-FM EatDrinkOC ALO Hayati Edible Orange County Ana Lydia El Punto Semanal Antelope Valley Press Entertainment Weekly Online Argonaut, The Estrella TV Beach Reporter, The Extra Beautiful Homes and Great Estates Eye on L.A. - KABC-TV BELLO mag Family Friendly Morning Show - KFSH-FM, The Bespoke Magazine Feed Your Face with Merrill Shindler - CRN Digital Better Nutrition Talk Radio Beverly Hills Lifestyle Magazine FoodBeast Beverly Hills Weekly Fork Report - KFI-AM, The British Weekly Fountain Valley Living Magazine Burbank Times, The Fox 11 5:00 News - KTTV-TV BuzzFeed - Los Angeles Bureau FOX News Channel - Los Angeles Bureau California Homes Fullerton Observer California Limited Gayot Campus Circle Glitter Magazine CBS Newspath - Studio City Bureau Good Black News CBS Television Network - Los Angeles Bureau Good Day L.A. - KTTV-TV Century City News Good Food - KCRW-FM China Press Grunion Gazette Cigar & Spirits Magazine Hits Magazine Cinema Without Borders Hollywood Reporter, The City News Service, Inc. Home & Family - Hallmark Channel Claremont Courier Home Made Simple - OWN: Oprah Winfrey CNN - Los Angeles Bureau Network Coast Magazine Hornet, Fullerton College, The Collage - KSBR-FM Hoy Los Angeles Community Connection Hugh Hewitt Show - Salem Radio Network, The Crescenta Valley Weekly Hungry Girl CRN Digital Talk Radio Impacto USA Daily Breeze IMPOSE Daily Commerce Indulge Magazine Daily Dish - Los Angeles Times Irvine City News Daily Pilot Japanese Daily Sun Darling Joli Deadline L.A. - KPFK-FM Jonesy's Jukebox - KLOS-FM Design News Juice Magazine
3
KABC-AM Pacific Citizen KABC-TV Pakistan Link KCAL-TV Pasadena Star-News KCBS-TV/KCAL 9 News Pasadena Weekly KCRW-FM Peloton KDAY-FM Peninsula KFI-AM Planetizen KMEX-TV Poly Post, California State Polytechnic University- KNBC-TV Pomona, The KNX-AM Random Lengths News KPCC-FM RePlay Magazine KPFK-FM Reporter, The KRCA-TV Reuters Television - Los Angeles Bureau KTLA-TV Rockin Mama KTTV-TV Rosendo, Joseph KVEA-TV RYOT L.A. Focus on the Word San Gabriel Valley Tribune L.A. Parent Santa Monica Daily Press L.A. Story Signal Tribune, The La Canada Valley Sun Signal, The LA Dreams Magazine, The So Yummy La Opinión SOMM Journal, The LA Weekly Southbay Magazine Laguna Beach Independent Spectrum News 1 SoCal Lakewood Community News Tasting Panel, The Latin Heat Telemundo - Los Angeles Bureau Latino Foodie Television International Magazine Lesbian News TheWrap Let's Dine Out Show - KTIE-AM Time Out Los Angeles Online Livestrong.com TODAY - West Coast Office NBC Television Long Beach Business Journal Network Long Beach Press-Telegram Today in LA - KNBC-TV Los Angeles Business Journal Transporte Latino Los Angeles Daily News Truthdig Los Angeles Magazine Unidos en el Sur de California Los Angeles Times University Times, California State University Los Angeles Times - Food UPROXX Los Feliz Ledger Upscale Traveler Lowrider Magazine VegNews Magazine Online Marketplace - American Public Media VFXWorld Media Play News Viet Bao Daily News Montage Magazine Voice of OC NBC Television Network - Universal City Bureau West Los Angeles Living Newport Beach Independent Westways News4usonline.com What's Cookin' - CRN Digital Talk Radio Noticias Azteca America - Azteca WHERE Los Angeles OC Register Family Whittier Daily News Orange Coast Magazine Windmill, The Orange County Business Journal Zócalo Public Square Orange County Register Online Zuma Press Orange County Tribune 2 Dads With Baggage 4
A Way with Words La Mesa Courier Alpine Sun, The La Prensa San Diego Associated Press - San Diego Bureau Luxe List, The Beach & Bay Press ManTripping Borrego Sun Modern Luxury San Diego Catholic Exchange NBC 7 News - KNSD-TV City Times, San Diego City College NBC 7 News Today - KNSD-TV Coast News, The NBC 7 News Today Weekend Continental News Service North County Sun Coronado Times One America News Network Coronado Times Pacific San Diego Daily Aztec, San Diego State University, The Paquita la del Radio - XEMO-AM Daily Transcript, The Peninsula Beacon, The De Viva Voz - KLNV-FM Poway News Chieftain East County Californian, The Presidio Sentinel East County Gazette Ramona Sentinel East County Herald, The Rancho Santa Fe News, The East County Magazine San Diego Business Journal El Latino San Diego San Diego CityBeat Epoch Times - San Diego Bureau, The San Diego Entertainer Fallbrook Bonsall Village News Online San Diego Jewish Journal Feast! San Diego Reader Food + Travel San Diego Union-Tribune, The Food, Folks, and Fun San Diego Magazine Get the Picture Travel San Diego Uptown News Gilded Bellini, The San Diego Yu-Yu Good Morning San Diego Weekend Edition - KUSI- San Vicente Valley News TV SanDiegoFoodNet Guardian, University of California-San Diego SD Metro Hispanos Unidos SDGLN Hoy San Diego Star-News, The Imperial Beach Eagle & Times Summit, Grossmont College, The Julian News Telescope, Palomar College, The JustLuxe There San Diego KBNT-TVKBNT-TV Tierra Times KFMB-TV UT Community Press KGB-FM Valley News KGTV-TV Voice of San Diego KKSM-AM WHERE San Diego KMYI-FM XERCN-AM KNSD-TV XEWT-TV NBC 7 KNSD - TV XHAS-TV KNSD-TV XHTZ-FM KOGO-AM XLTN-FM KPBS Midday Edition - KPBS-FM KPBS-FM KPBS-TV KSON-FM KSWB-TV KUSI-TV La Jolla Light 5
thestaceysun Addendum B saratoufali Southern California Influencers valleyfattyguy crepesofwrath amberinteriors alilabelle Eater_LA scarlettroseturner DineLA heywhitneya lafoodieguy thelanative thebestfood meetjakob lafoodjunkie lifecuratedmag and teresala emwng ifindfood garrylarduinat foodwithmoncia Infatuaition_LA adventureswithpollin laura_lily courtandkelly JuliesKitchen lizinlosangeles nobread chatwithcat hungryhugh fluffcups hangrydiary the_starving_actor beatrizadrianna_ loveandloathingla keriseavey cyneats hungryinla eatswithvivian theeditorialistla lalifestylelo bylisalinh lauren.pak foodiemobbb thesophiejeanblog letmeeatcake eatwithnorma lamagfood lilbitsofpau missfoodieproblems gisellelux LindseyEatsLA lajollamom FoodGPS brigeeski displacedhousewife jasminechiswell foodwithkevin saffrononrose clairebahn lindseycarlene orangecountycuisine sophiesuchan duckin.donuts brenna_anastasia eattravelrock alyssalynch london_ellis jacquelinefransway socaleatery chelseyjadecurtis crazyforcrust jamialix foodwithseoul mackenzieealtig sondrabarker theskinnyconfidential kinyaclaiborne lajollamom HungryinWhittier gisellelelux downshiftology ellistracy summerbellessa bricolling lafoodiegirl lilbitsofpau _mick_e
Lastname.ip tonyeats jennappetit tarasowlaty emilyemig thelagirl 6
Addendum C “Things to do” Calendars https://www.localwineevents.com/my_events/m anage/734048/saved http://www.localwineevents.com/ https://www.spingo.com/promote/event/746917 https://www.discoverlosangeles.com/what-to- 4?partnerId=2208&pipeline=submit do/events/submit https://www.10news.com/lifestyle/community- https://www.timeout.com/los-angeles/get-listed calendar#!/ http://eventful.com/advertise/promote/E0-001- http://www.kpfk.org/on-air/community- 119200434-3?via=new_event calendar/ http://eyespyla.com/www/thebuzz.nsf!OpenData http://www.hometownstation.com/submit-event base https://abc7.com/community/submitevent/ http://www.masterplanneronline.com/losangeles https://www.nbclosangeles.com/contact-us/ /SubmitThx.aspx https://www.dailynews.com/share-your-news/ https://www.thelaegotist.com/contact/events- https://www.pbssocal.org/events/?add_event=1 submission/ https://www.lgbtcenteroc.org/calendar/ https://www.downtownla.com/explore/events/s https://styleandsociety.com/contact-us/ ubmit-an-event https://www.dailybreeze.com/share-your-news/ https://www.laweekly.com/about/contact https://www.pasadenastarnews.com/share-your- https://www.eventslanow.com/forums/topic/mar news/ tha-stewart-food-and-wine-experience/ https://pasadenamag.com/event-submissions/ https://culturela.org/events/community/add https://www.pasadenaweekly.com/contact/ http://dguides.com/losangeles/events/submit-an- https://www.beverlyhillsmagazine.com/contact- event/ us/ https://www.theeastsiderla.com/ https://www.thebeverlyhillstimes.com/contact.ht https://momsla.com/events/community/add ml https://la.eater.com/ https://www.smdp.com/contact https://smmirror.com/contact-us/
7
TENTATIVE SCHEDULE
Saturday, July 4: Scottsdale Fourth of July ➢ Roger Clyne & The Peacemakers ✓ Instagram: 12,400 followers ✓ Facebook: 59,000 followers ✓ Twitter: 10,400 followers ✓ You Tube: 3.92k subscribers
Friday, July 10 ➢ Cheech and Chong: ✓ Instagram 2.3 million followers ✓ Facebook 12 million followers ✓ Twitter 143,000 followers ✓ You Tube. Many views of more than 1 million (note: they don’t have a You Tube channel)
Saturday, July 11 ➢ Michael Carbonaro ✓ Instagram: 77,900 followers ✓ Facebook: 128,000 followers ✓ Twitter: 55,300 followers ✓ You Tube: Over 2 millions views
Sunday, July 12 ➢ Bert Kriescher ✓ Instagram: 1.3 million followers ✓ Facebook: 1.1 million followers ✓ Twitter: N/A ✓ You Tube: 627,000 subscribers
Friday, July 17 ➢ Criss Angel ✓ Instagram: 463,000 followers ✓ Facebook: 4.3 million followers ✓ Twitter: 896,600 followers ✓ You Tube: 108,000 subscribers
Saturday, July 18 ➢ Sublime With Rome ✓ Instagram: 129,000 followers ✓ Facebook: 370,000 followers ✓ Twitter: 65,500 followers ✓ You Tube: 43,500 subscribers
Friday, July 24
8
➢ Crime Junkie Podcast ✓ Instagram: 619,000 followers ✓ Facebook: 210,000 followers ✓ Twitter: 78,500 followers ✓ You Tube: 7.45k subscribers
Saturday, July 25 ➢ Sammy Hagar ✓ Instagram: 321,000 Followers ✓ Facebook: 778,000 Total Follows ✓ Twitter: 247,000 Followers ✓ YouTube: 87,000 Subscribers
Saturday, August 1 ➢ Morgan Wallen & Hardy ✓ Instagram: 971,000 followers / 144,000 followers ✓ Facebook: 219,000 followers / 19,000 followers ✓ Twitter: 286,200 followers / 30,100 followers ✓ You Tube: 410,000 subscribers / 82,300 subscribers
Friday, August 7 ➢ Sinbad ✓ Instagram: 201,000 followers ✓ Facebook: 79,000 followers ✓ Twitter: 234,800 followers ✓ You Tube: Over 3 million views
Saturday, August 8 ➢ The Beach Boys ✓ Instagram: N/A ✓ Facebook: 1.8 million followers ✓ Twitter: 80,100 followers ✓ You Tube: 123,000 subscribers
Friday, August 14 ➢ My Favorite Murder Podcast ✓ Instagram: N/A ✓ Facebook: 426,000 followers ✓ Twitter: 350,200 followers ✓ You Tube: 500,000 views
Friday, August 21 ➢ Bryce Vine / Leon Bridges ✓ Instagram: 162,000 followers / 528,000 followers ✓ Facebook: 64,000 followers / 267,000 followers ✓ Twitter: 48,400 followers / 107,200 followers ✓ You Tube: 167 million views / 368,000 subscribers 9
Others: Lukas Graham, Surfaces
Saturday, August 22 ➢ Bazzi / Matoma ✓ Instagram: 1.7 millions followers / 104,000 followers ✓ Facebook: 241,000 followers / 154,000 followers ✓ Twitter: 446,400 followers / 18,400 followers ✓ You Tube: 2.66 million subscribers / 169,000 subscribers Others: Illenium, Saint Jhn
Friday, August 29 & Saturday, August 30- Tik Tok Weekend ➢ Doja Cat / Megan Thee Stallion ✓ Instagram: 6.8 million followers / 41,500 followers ✓ Facebook: 325,000 followers / 454,000 followers ✓ Twitter: 1.7 million followers / 2.9 million followers ✓ You Tube: 3.53 million followers / 2.1 million followers ➢ Roddy Rich / K Camp ✓ Instagram: 6 million followers / 1.1 million followers ✓ Facebook: 2 million followers / 941,000 followers ✓ Twitter: 1.7 million followers / 268,400 followers ✓ You Tube: 4.05 million subscribers / 1.5 million subscribers
Labor Day Weekend-TBD
10
SCOTTSDALE SUMMER DRIVE-IN CONCERT SERIES Analysis of the Funding Request; Impact on Scottsdale Tourism
Report Objective A brand new event, the Scottsdale Summer Drive-in Concert Series, is being planned for this summer at Westworld of Scottsdale, beginning mid-June and running through the end of September. Though something like this has never been tried before, the organizers are veteran event planners and also very experienced in producing “conventional” concerts.
This report is a top-line economic analysis of this new event is and its impact on the City of Scottsdale, relative to their ability to generate awareness, heightened tourism and ultimately, incremental tax dollars for the city. The observations in this report are based only on the information that has been provided by the event organizers and therefore cannot be substantiated or cross-referenced.
Event Overview R Entertainment/Culinary Concepts, partners in this proposed series of outdoor concerts, is requesting $75,000 for their new summer event. They have indicated that they plan to use it to “augment” their marketing, public relations and artist outreach budget. They plan to target 18-45-year-olds who are music lovers, concert-goers and in particular, who are residents of Southern California. According to an R Entertainment executive, “There is major pent-up demand among this group (Californians) and we propose to be their escape valve this summer.”
The concert series will feature 20 musical and/or comedic performances on weekends over a 12-14 week time period and may include various popular artists like Sublime, Chainsmokers, Bill Burr and others. Organizers are estimating attendance of 2,000 per show, or 4,000 per evening (two shows per night). Concert-goers will enjoy the performances from within their vehicles via FM transmitters, provided by the organizers upon arrival and payment. Admission would be tiered at $100, $200 and $300 per vehicle, presumably depending on who is performing and the number of people in the vehicles.
Due to the Covid-19 outbreak everywhere and California’s stay-at-home rules in particular, event organizers predict this summer concert series will attract thousands of visitors for “road trips” to the Valley, escaping boredom and enjoying a get-away weekend of fun and entertainment. They are working with Experience Scottsdale and many of their members to create “stay ‘n play” bundled packages.
Funding Request 2-2-2
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. There is no indication of specific room nights but organizers say that “50% of the patrons will be from outside Phoenix, and primarily from Southern California.”
• Another important criterion for funding is an event’s ability to promote Scottsdale’s “attractiveness” as a destination to multi-generational, high-value visitors. While there are no such claims, certainly the concerts would attract a certain number of affluent visitors to Scottsdale.
• Next is the importance of an event to achieve and sustain growth as measured by attendance and corresponding room nights. Because this is a new event, there are no benchmarks nor is there any indication that the summer concert series will become an annual offering (not likely post-Covid).
• Addressing the City’s prescribed “Tourism Drivers,” the concert series fulfills one of the five categories: “Art & Culture.”
• Regarding the stimulation of Scottsdale tourism, event organizers point to concert goers in neighboring cities and states who will likely travel here because “Scottsdale is open for business.” Understandably, there are no estimates of positive economic impact.
• Organizers have allocated an event budget of $3.2 million, which is to produce all 20 shows. They are planning to spend $6,000-$15,000 per show for marketing, or a total of $120,000 to $300,000 (depending on talent). The majority of their marketing efforts will be online/social with some advertising, collateral (posters) and public relations.
Questions & Assumptions 1. More than once in the submittal, organizers state that the city will be “prominently positioned” in the title of the concert series. Does this mean it will be the Scottsdale Summer Drive-in Concert Series? Hopefully so, and it is assumed that “Scottsdale” will also be featured in any logo graphic.
Funding Request 3-3-3
2. What are the audience segments or demographics (based on prior summer concerts produced by R Entertainment) as this will help define the potential for ancillary spending in restaurants, hotels and on golf courses? 3. Regarding the allocation of marketing dollars, it seems that an average of $15,000 per show (with funding!) is not enough to create awareness and sell out the performances. Related, where will the ads appear? 4. Will the City and/or Experience Scottsdale have access to the database/emails of the attendees? 5. Will the Scottsdale “welcoming video” that is mentioned by organizers also be featured in the online streaming of the performances? 6. Is there a contingency plan for the series being cut short for any reason, and should this happen, how will city funding be 7. Do organizers expect that media/music critics will attend and cover the events? And if so, from which Gannett media outlets? 8. Are there any charitable giving implications and if so, who are the Scottsdale beneficiaries?
City Entitlements Should the City of Scottsdale choose to underwrite the Summer Concert Series, they will be called out in all advertising (digital, outdoor and print) and news materials and collateral. There will also be a “welcome video” (of undisclosed length) that will also open each performance. There is no mention of complimentary “passes” to attend any of the performances.
General Analysis • Because many of the attendees are fleeing Southern California and the fears of Covid- 19, what is the likelihood that they will be comfortable staying in hotel rooms (versus Airbnb’s or with friends)? • As the average temperatures in July and August often exceed 105 degrees, this has to weigh on people’s decision to attend an outdoor event, even with the air conditioning in their car running. • Related, does running the car’s engine (for air conditioning) distract from the concert? • Organizers cite an independent visitation report to suggest that concert goers will spend $290 a day and stay 3-4 nights but those are year-round averages and aren’t realistic due to the summer heat.
Funding Request 4-4-4
• Based on their 3-tiered pricing and using an average of $200 per vehicle, organizers will have to attract 800 vehicles per show to reach their attendance projections but the designated lot only holds 500 vehicles. • The “reach and value” of the marketing mix seems very high and is largely based on the social media followers of the artists and music influencers. • General exposure for Scottsdale will largely be confined to digital and social channels and local advertising, so any traditional paid advertising should be in L.A. as that is an important feeder market. • Finally, it seems unlikely that the concert series could actually begin in mid-June and so if it is pushed to July, how will this affect the number of shows/attendees.
Summary This new and inventive drive-in concert series is to be lauded and should it succeed, it certainly will be a boost for Scottsdale’s sluggish summer economy. How much so remains the question.
Beyond the immediate economic and tax benefits is the “introduction” of Scottsdale to first- time visitors and the hope that they can be cultivated for return visits. Especially during the shoulder and winter seasons.
As always, it is difficult to assess a first-time event, especially one as unique as this. Therefore, the merits of funding must lie in faith put in both R Entertainment and their ability to draw and market top-notch entertainers.
- Artigue Advisors