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Steve Geiogamah, Tourism Development Manager Date Item 7 Tourism & Events Department 7506 E. Indian School Road Scottsdale, AZ 85251 480.312.7177 To: Linda Dillenbeck, Chairperson Tourism Development Commission From: Steve Geiogamah, Tourism Development Manager Date: April 16, 2019 Subject: FY 2019/20 Experience Scottsdale Destination Marketing Guide & Performance Measurements As part of the destination marketing service agreement between the city and Experience Scottsdale, the city requires the delivery and approval of the annual destination marketing program and performance measurements. Both are intended to reflect current industry priorities and contractual requirements. Performance measurements consider current year to date measurements, evaluation methods, tourism development investments, and market conditions. Performance measurements include a comparison to FY 2017/18 actual results, FY 2018/19 goals and year-to-date achievements. The FY 2019/20 Destination Marketing Plan and performance measurements will be incorporated into the new agreement. Requested Action If the Commission wishes to recommend the FY 2019/20 Experience Scottsdale marketing guide and performance measurements action by motion is required. If the Commission wishes to consider additional changes, staff will proceed accordingly. STRATEGIC BUSINESS PLAN 2019–2020 DRAFT CONTENTS 02 A Message From Our Leadership 04 Who We Are 08 What We Do 11 Where We Target 15 How We Target 24 Why We Measure 31 Industry Outlook 34 Thank You 1 A MESSAGE FROM OUR LEADERSHIP THIS IS AN EXCITING TIME FOR SCOTTSDALE’S Experience Scottsdale has been honored to promote TOURISM INDUSTRY. Our hospitality partners Scottsdale’s tourism industry for 32 years. Over experienced one of their strongest years since those years, we’ve seen the community evolve. the Great Recession, and all indications point to We’ve seen hospitality businesses rally together another healthy year ahead for Scottsdale. to champion the region. We’ve seen the tangible benefits of Scottsdale’s millions of visitors, from At 21,000 workers strong, tourism continues to new jobs to increased tax revenues. be one of the city’s largest industries. All those employees welcome 9 million domestic travel- And all the while, we’ve shaped the lens through ers who visit Scottsdale each year. And because which the world views our desert destination – a travelers keep coming, Scottsdale maintains an relaxing, rejuvenating, exciting and inspiring desti- unparalleled quality of life. Visitor-paid tax dollars, nation. And we’ve helped secure these important which account for more than one-fifth of all city visitors year after year. collections, support tourism event development, capital improvement projects, critical city services, We are Experience Scottsdale, and we look forward and more. to working with you. This is an exciting time for Scottsdale’s visitors as Sincerely, well. In recent years, the private and public sectors have invested in the community, resulting in new signature to come attractions and restaurants, renovated hotels and resorts, upgraded parks and stadiums, and new Rachel Sacco Doug Heaton and expanded events. Opportunities abound, President & CEO Board Chair giving travelers more choices than ever, whether they’re coming for a vacation or meeting. 2 3 >> A 501(c)6 nonprofitdestination >> Guided by Experience Scottsdale’s marketing organization founded Board of Directors, 25+ volunteer, in 1987. community leaders. >> A team of 45 productive, positive >> Charting a path with a vision to people passionate about establish Scottsdale as a year- Scottsdale, its businesses, its round, luxury travel destination. residents and its visitors. WHO WE ARE WE ARE EXPERIENCE SCOTTSDALE. >> Delivering on the mission to >> Aligning with more than 400 enhance the local community by hospitality and tourism partners promoting the Scottsdale area as to grow the industry. a luxury destination for meetings, events and leisure travel. >> Mindfully administering private and public-sector revenue via >> Strategically executing business membership dues, bed-tax strategies under four key objectives. collections and State of Arizona, Prop. 302, dollars. >> Working in tandem with City of Scottsdale and Town of Paradise Valley leaders and staff. 4 WHO WE ARE: BOARD OF DIRECTORS, 2019-2020 *Doug Heaton, Chair Joe Iturri Kelley Moreton *Mike Surguine Hilton Scottsdale Resort & The Saguaro Scottsdale Four Seasons Resort Scottsdale Sanctuary on Camelback Villas/DoubleTree Resort at Troon North Mountain Resort & Spa by Hilton Paradise Valley- +*Mike King Scottsdale Gammage & Burnham Mike Nealy +City Manager Jim Fiesta Bowl Thompson *Kate Birchler, Vice Chair Alan Klein City of Scottsdale Macerich Embassy Suites by Hilton Councilman Guy Phillips Scottsdale Resort City of Scottsdale Dr. Gerd Wuestemann *Andrew Chippindall Scottsdale Arts Mountain Shadows Drena Kusari *Dena Roady Lyft Inc. Hyatt Regency Scottsdale *Executive Committee Linda Dillenbeck Resort & Spa at Gainey Ranch Member The Image Group Brandon Maxwell +Ex-officio Member M Culinary Concepts Dennis E. Robbins Stuart I. Graff Scottsdale Charros – The Frank Lloyd Wright Gabi Messinger Charro Foundation Foundation Yelp! +*Rachel Sacco Sara Grauf *Jack J. Miller Experience Scottsdale San Francisco Giants Fairmont Scottsdale Princess Kris Strauss *John H. Holdsworth Vice Mayor Scott Moore Troon Xclusive Enterprises Town of Paradise Valley 5 WHO WE ARE: FULL- & PART-TIME STAFF EXECUTIVE OFFICE Nancy Fortenberry Erika Pumphrey Emily Wininger Visitor Center Concierge Senior National Sales Manager Tourism Sales Manager Rachel Sacco President & CEO Sue Ritchie Stephanie Flick Mary Carlson Visitor Center Concierge National Sales Manager Tourism Coordinator Marilyn Jones Executive Assistant Judi Simons Kimberly Hart, CMP Visitor Center Concierge National Sales & Canadian COMMUNITY & Account Manager GOVERNMENT MARKETING Diane Torosian AFFAIRS Visitor Center Concierge Tracy Jackson, CMP Caroline Stoeckel National Sales Manager Rachel Pearson, ABC Vice President of Marketing Shana Zimmerman Vice President of Community & Visitor Center Concierge Shannon Johnson Government Affairs Kelly Triplett National Sales Manager Director of Marketing Stephanie Pressler COMMUNICATIONS Alleson Dunaway Director of Community Affairs Adam Haught Destination Services Manager Marketing Specialist Laura McMurchie Vice President of Kelsey Guthrie, CMP ADMINISTRATION JoAnne Zeterberg Communications Senior Events Project Manager Director of Creative Services Genia Kehayes, CPA Jennifer Duffy Sharon Strauss Vice President of Finance & Charity Snyder Director of Communications Sales Coordinator Administration Art Director Christina La Porte Janice Park Eric Paschal, MCITP, MCTS Sue Jacobs Communications Manager Sales Assistant Director of IT Senior Graphic Designer Emily Lawrence Jonathan Hardy Connie Waldo Communications Coordinator TOURISM & Systems Administrator Web Developer MEMBERSHIP Regina Stover Cindy Smith Halie Sutton Communications Assistant Deanne Boynton Grupp Accountant Social Media & Digital Vice President of Tourism Marketing Coordinator Marilyn Smith CONVENTION SALES & Sarah Kearney HR Administrator / Accounts Jason Martin SERVICES Director of Membership Receivable Warehouse Specialist Kelli Blubaum, CMP Nicole Krekeler Valerie Cherry Sharon Utsunomiya Vice President of Convention Tourism Sales Manager Database Coordinator Visitor Center Concierge Sales & Services 6 7 WHAT WE DO EXPERIENCE SCOTTSDALE’S VISION IS TO AD CAMPAIGN REFRESH ESTABLISH SCOTTSDALE AS A YEAR-ROUND, Experience Scottsdale launched our Absolutely LUXURY TRAVEL DESTINATION. Our mission is Scottsdale advertising campaign in 2016. After to enhance the local community by promoting three successful years deploying these ads in high- the Scottsdale area as a luxury destination for end publications and our top markets for visitation, meetings, events and leisure travel. Our efforts Experience Scottsdale is working on refreshing fall into four key objectives. the campaign as a part of the destination brand’s continuous evolution to appeal to current and 1. GENERATE VISITOR-RELATED ECONOMIC future travelers. Like the previous iteration, based IMPACT FOR THE SCOTTSDALE MARKET on brand and consumer research, the advertisements AREA will offer an authentic sense of place combined with tongue-in-cheek taglines about Scottsdale’s wild, 2. FOSTER POSITIVE RELATIONSHIPS WITH hot desert. The updated Absolutely Scottsdale CUSTOMERS AND STAKEHOLDERS ads will begin appearing in fall 2019. 3. RUN AN EFFECTIVE BUSINESS SUMMER PROMOTIONS As evidenced by our holiday campaign, which has 4. ENHANCE THE LONG-TERM HEALTH AND resulted in 18% occupancy growth in November/ DEVELOPMENT OF THE DESTINATION December over the course of seven years, long- term investment is needed to move the needle Each year, Experience Scottsdale maintains during our need periods. In the second year of existing programs that provide a consistent our summer campaign, Experience Scottsdale is return on investment while implementing new elevating our messaging for leisure visitors and programs that allow us to remain competitive. meeting planners to drive additional visitation In fiscal year 2019-20, these enhanced Memorial Day through Labor Day. Experience strategies include: Scottsdale’s Summer Meetings Rebate Program 8 generated $10.3 million in future economic impact is Experience Scottsdale’s second year supporting in the first nine months of the program. Experience the partnership. This fiscal year’s initiatives are Scottsdale
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