Brothers Will Be Playing for 19 Fallen Firefighters, June 29Th Is the 3Rd Anniversary Celebration at 12Pm— CAFMA Pipes and Drums & Larry Keen Will Be Playing

TOURISM ADVISORY COMMITTEE REGULAR MEETING/ ZOOM OPTION WEDNESDAY June 16, 2021 PRESCOTT, ARIZONA

MINUTES OF THE REGULAR MEETING OF THE TOURISM ADVISORY COMMITTEE HELD ON JUNE, 16TH 2021, 201 S. CORTEZ STREET, PRESCOTT, ARIZONA. Via Zoom Meeting and in person option in the City Council Chambers.

A. Call to Order: Chair Margo Christensen called the meeting to order at 11: 02 a.m.

B. Roll.Call and Introductions: Margo Christensen took Roll Call

TOURISM ADVISORY COMMITTEE MEMBERS Present: Absent/ Excused: Margo Christensen, Chair Peter Gebauer Matt Brassard, Vice Chair Steve Bracety Cindy Gresser Linda Nichols- Secretary Debra Rocha Councilman Tenney Jim Dawson Charlie Mormino Robert Coombs

STAFF PRESENT: John Heiney, Community Outreach Manager Ann Steward, Tourism and Economic Initiatives Manager Cristina Binkley, Tourism and Economic Initiatives Coordinator Heather Herman, Front Burner Media

Absent/ Excused: Joe Baynes, Recreations Services Kristi Miller, Airport Management Analyst

C. MOTION TO APPROVE May 12th, 2021 MINUTES BY Matt Brassard SECOND BY Charlie Mormino. MOTION PASSES UNANIMOUSLY.

D. Committee Member Announcements:

Debra Rocha— Citizen— June 27th 2pm GMIHC Fundraiser At Matts Saloon—The Keen Brothers Will Be Playing For 19 Fallen Firefighters, June 29th Is The 3rd Anniversary Celebration At 12pm— CAFMA Pipes And Drums & Larry Keen Will Be Playing. The City Of Prescott Mayor And Fire Chief Light Will Be Speaking, GMIHC Will Be Participating In The 4th July Parade.

Jim Dawson— Bed Tax Numbers Make Sense, Lots Of People Are Out And About. Received

Feedback That Guest Loved Everyone' s Hometown Slogan Robert Coombs— Prescott Chamber- Walking Tours Have Resumed Friday & Saturday. Need Tour Guides. Intern from NAU through August. Bluegrass Festival Coming Up June 26th 2&7th.

CINDY GRESSER ARRIVED 11: 08AM

Cindy Gresser— Museum of Indigenous People— Announced Her Retirement, Will Be Moving To Tucson. Going Away Party Will Be This Saturday At 5pm At MOIP. She Said Thank You To Everyone Who Attended The Guest Artist Series At The Museum This Year. They Have Seen A 60% Increase In Traffic From 2019 Numbers. Artists Are Happy. Guest Artist Series Will Continue Through November. She Ended Saying ` It' s Be an Honor to serve this Community for 10 Years.' ( Group Applause) Manuel Lucero Has Been Assigned The New Director Position.

E. SPORTS BETTING. Charlie Mormino will present this topic at the August meeting. He is hoping to bring in Yavapai Gaming for his presentation. Bars & Restaurants will be able to get a license. This new bill also includes Fantasy Teams, which could be huge for our community. It' s estimated Tax Wagering 154.4 Million Dollars in the First Fiscal Year

F. CHRISTMAS CITY PRESENTATION AND FUNDING REQUEST.

PRESENTORS:

1. Sheri Heiney— CEO Prescott Chamber 2. MJ Smith— Prescott Downtown Partnership

Together PDP & the Chamber will share history with how it' s funded, how they plan to grow, and their collaboration efforts. Grant money from state will used to promote the whole season. Current Expenses for Signature Events:

COURTHOUSE LIGHTING 100K BOOT DROP 25K

HOLIDAY LIGHT PARADE 15K PARADE 12K ACKER NIGHT 7. 5K

The Arizona Christmas City Committee want to approach sponsorships as a collective group. Money is currently raised in the same quarter as the event. Both PDP and The Chamber rely on volunteers and are non-profit groups. The economic impact for the whole season is estimated to be 20 million. However, 80% of the Christmas City budget is raised by volunteers, 20% is city support. COVID made the groups understand how fragile their funding is for city signature events. The numbers shown in the presentation is hard logistical expense numbers only. Having the umbrella of` Arizona' s Christmas City' allows money to be used more efficiently. The goal is to bring people during the week and give them something to look forward to all season. The wish is— for TAC to support ` Arizona' s Christmas City' this Christmas season and going forward. The committee is asking for 160K. See presentation turned in to Clerk' s Office. The zoom video is also available. John Heiney commented that per the City Manager Michael Lamar, council is reviewing proposed 95k currently budgeted. As an advisory committee, TAC should approve the 95k that is already in the works or suggest more funding. Additional funding could be maneuvered but would have to be approved by council.

Charlie Mormino asked the presenters if 160k is the minimum what would be the dream number. Sheri Heiney said ' our goal is fund the minimum every year and fundraise going beyond that'. John Heiney proposed that additional money could come from a contingency fund. Margo Christensen said bed tax numbers are up and wondered if that was a possibility. Cindy Gresser asked about 119k that has been fundraised previously from volunteers, and was wondering if that is still a possibility. MJ Smith confirmed that the volunteer fundraising is still possible and will allow for growth and expanded events. Supplemental funding from the City will also secure key events if businesses are not able to contribute as they have in the past. Sheri Heiney explained that the wish is for security and to remove the burden from small business owners. Jim Dawson supports this presentation 100% and considers it a smart idea for event maximization. Charlie Mormino suggested a long term strategy and coming up with a higher number to get above ' bare bones funding'.

Jim Dawson— made a MOTION to support `Arizona' s Christmas City' efforts with a total funding of 160k on a 1 time basis for this year and revisit on a longer term basis, in terms of profit/ loss and revenue, pending council approval. SECOND by Cindy Gresser. Robert Coombs, Margo Christensen, Matt Brassard recused themselves.

John Heiney— It' s rare that three members recuse themselves but per Council as long as a majority exists a motion could still be passed. MOTION PASSES UNANIMOUSLY 4/ 4.

John Heiney— ` Arizona' s Christmas City' presentation will go before council in July.

Jim Dawson— had questions about the light font in the Arizona Christmas City Logo, Sheri Heiney said it has been considered and other options will be available for embroidery etc.

Margo Christensen- asked if Council approves this additional funding will it would go into effect this Christmas season? Sheri Heiney & MJ Smith said yes.

G. TAC Committee Representation At Events— a. John Heiney: This came up during a meeting with the Corvette Club who proposed having TAC members attended their reception. TAC approved 29 event grants this year between TAC/PAAHC. It would essentially be a sign-up sheet. Margo Christensen thinks it good idea, but we would need TAC name tags. Robert Coombs thinks it' s a super idea. Jim Dawson agrees, additionally says this helps the grant subcommittee to understand if the grant application fits with the event perception. Ann Steward mentioned that sometimes applications are written by volunteers and the

applications are not up to par with the true quality of the event. H. Staff Reports 1. STR REPORTS ( Smith Travel Research)— Ann Steward - April is up approximately 40k from 2019. Reports are emailed to staff weekly& monthly, they include average daily rate, occupancy and REV par. STR operates in almost every city across the world. However, twice last year they paused data collection twice due to COVID. Occupancy— how many rooms are filled out of rooms available ADR- average daily rate Rev par 2. April & 2021 is a record year, daily rate is up and rooms are full. 15 Million (Half way through) compared to 9 Million Total Last Year. Heather Herman— These numbers are amazing and make my day. Ann—Steward - We practiced responsible marketing during COVID which help sustain us. We also benefitted when our neighbors closed their doors.

3. Community Outreach Report. Airport Terminal Grand Opening this weekend.

4. Sales& Marketing Report. Heather Herman mentioned getting lots of media inquiries, AZ Republic will be 4th of July piece. They also wrote another piece on downtown whiskey row/ best things to do in Prescott this summer. AZ Central. The Arizona Office of Tourism partnered with Charitable Travel— a company that book tours in UK( when allowed) we will have a Prescott presence on their website, a portion of proceeds from bookings will go to Arizona' s leave no trace campaign. We have a one year commitment with them. Predicts it will be very successful.

5. Tourism& Economic Development. Ann Steward said we have lots of training going on, updates to the website, assessed inventory, been a great time for Cristina. We found a way to understand how many Airbnb' s are in the area— AIRDNA. We purchased Placer. Ai and is a geo- fencing data collection company. We have completed an Inventory collection of hotel rooms— currently sitting at 1482. A couple of rooms are missing from the report: Apple Creek Cottages & Hampton Inn who is remodeling.

6. Recreation Services. Ann Steward read notes from Parks& Rec on behalf of Joe Baynes: Splash park opened with a great turnout( Thank you Chamber for your assistance!) we have not installed counters yet but are seeing hundreds per day. We have started trail construction at Goldwater lake ahead of lower lake improvements anticipated to be started in September. The trail construction will allow for a loop trail that will circle both lakes as well as a fishing trail around the lower lake. We are putting the finishing touches on the 4th of July fireworks event at Watson Lake. Ticket sales are very strong. We are working with the Tourism Department on setting up Geo- fencing

areas. 7. Airport Update. Ann Steward read notes from the Airport on behalf of Kristi Miller. May enplanements: SkyWest 62. 52% combined Denver 2nd route started 6/ 3. LF DEN still strong Boutique temporarily ceased service at end of May due to pilot shortage. No return date set as of yet. PRC Terminal Dedication- TAC was invited to Friday; public open house is Saturday.

8. UPCOMING MEETINGS —

a. No July Meeting b. TAC Regular Meeting August 11 — 11 AM c. TAC Regular Meeting September 8— 11AM d. TAC Regular Meeting October 13 — 11AM e. TAC Holiday Gathering November— date TBD

I. Future Agenda Items: a. Charlie Mormino will be doing a Sports Betting Presentation at the August Meeting b. Restaurant Relief Survey c. Staff to review Placer data from the Chamber' s Bluegrass Festival d. NO MEETING IN JULY

J. Adjournment. There being no further business to discuss, the Tourism Advisory Committee adjourned at 12: 23pm.

Respectfully Submitted by:

I . a 25/ a1 C stina Bi a , Tourism -, co Imc f itiatives Coordinator Date

63// e( l AQ , Margo I .stensen, Chair Date Tab 2- Trend Zip Codes+

City of Prescott, Office of Tourism Currency USD- US Dollar

For the Month of April 2021

Percent Change Monthly Overall Percent Change

500 60. 0 400 50. 0 300 40. 0 200 30. 0 100 20. 0

10. 0 100 0.0 200 10. 0 Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Year To Date Running 12 Months

Occupancy - i-ADR - RevPAR Occupancy ADR siRevPAR

2020 Occupancy(%) 2021 Year To Date Nov Doe Jan Fab Running 12 Months Mar A May. Jun Jul Aug Oot Nov Das i Jan Fib Mar _ A 2019 2020 _ _ 2021 2019 2020 This Year, 57. 0 54. 3 ` 53. 7 2021 82. 1 48. 3 24. 9 44. 1 60. 5 62. 0 85. 8 66. 5 76. 7 58. 1 48. 4 51. 3 54. 2 70. 1 70. 5 83. 8 46. 6 61. 6 65. 0 Last Year! 61. 3 57. 0 3 60. 3 60, 7 54. 80. 1 72. 8 67. 9 882 69. 7 73. 8 692 70. 5 73. 8 0 57. 54. 3 53. 7 62. 1 46. 3 24. 9 63. 7 63. 8 Percent 7. 0 48. 6 64. 4 65. 0 60. 3 Changer - 4. 8 1. 1 3. 5 - 36. 3 - 632 - 35. 3 - 132 - 5. 0 5. 7 3. 159 - 9 1. 8 - 10. 7 4.6 - 12. 7 51. i - 5 182. 4 _- 0. 2 27. 0 32. 3 1 1. 0 _ 72 0. 5

2010 ADR 2020 2021 Year To Dab Run M Fob Mar - Jun _ AY.____ May__ JulJui u o_____ Oct Nov LE* Dec Jan Fob Mar _ A r-_ 2019 2020 _ 2021 Thl$ Year 97. 78 97. 2019 2021 81 92. 98 104. 35 97. 88 70. 89 2020__ 82. 96 100. 42 102. 70 105. 87 106. 53 11122 91. 98 91. 54 93. 96 95. 18 _-- 111. 83 127. 96 94. 79 Last Year 95. 56 104, 63 109. 18 106. 10 ---_ 105. 29 103. 38 97. 97 93. 42 101. 80 106. 12 114. 60 113. 63 111. 59 115. 75 110. 55 108. 23 110. 62 97. 78 97. 81 92. 96 104. 36 97. 88 101. 35 Percent 2_3__ - 70. 89 104. 63 94. 79 102. 68 106. 10 10529 Change L_ 02 0. 5 2. 5 7.8 - 38. 3 - 27. 0 - 10. 0 - 11. 3 - 4. 2 2. 5 0.8 5. 9 6. 4 1. 1 3.8 14. 2 81. 0 _ 3. 2 9. 4 152 __. 3. 3 0. 8 1. 8

OW 2020 2021 Tsar To Data Nov_ . We__ Jen Running 12 Months -_-_ FabMar..- _ _. _._ Jul 7LJuq Aug - Oat Nov I n__. Mar Sap _ Die .-,_. Fes 2019 ZOZO _ 4021 2020 2031___ This111111Year 55 76 63. 08 49. 83 64. 2019 __-_ 84 45. 28 17. 63 36. 57 60. 77 63. 68 69. 6d 70. 21 96. 26 53. 41 44. 34 48. 16 51. 81 78. 39 15 Year! 58. 90. 66. 73 44. 13 67. 27 66. 95 63. 53 62. 71 Last 82 55. 85 50. 75 61. 14 77. 08 77, 76 77. 47 77. 78 86. 39 78. 52 76. 32 81. 58 56. 76 63. 08 49. 93 64. 84 45. 28 17. 63 64. 52 66. 73 44. 13 66. 08 68. 95 63. 53 Percent Charge) - 4. 9 ___ 5. 0 1. 6_ 6. 0 41. 2_- - 77. 3 52. 8 - 21. 9 _ 25, 4 - 9. 0-_-.-` 0 ` 4. 4. 5 42 _ 18. 5 - 3. 5 - 73. 1_ 20. 4 411. 3 - 3. 4 __. 33. 9 52. 4 4.4 ______1. 3

2019 2020 2021 Year To Dab Nov. Dec Jan Fab Running 12 Months Mar A ._. __- Me_- Jun Jul Aug_ _. Sap Oct -__ Nov Dec._ - Jan _ Fab May -.._.. 2020 2021 _ Z019 2020 This Year 55, 710 57, 567 57, 567 51, AZ' .___ 2019__-._..._.- 2021 998 57, 567 65, 710 57, 567 57, i 65, 710 567 57, 587 55, 710 57, 587 56, 740 60, 729 60, 729 54, 852 60, 729 58, 770 222, 781 222, 840 080 Last Year/ 880 235, 677, 501 677, 805 693, 237 55, 67, 538 57, 538 51, 968 67, 587 55, 710 67, 587 55, 710 57, 567 57, 507 66, 710 67, 587 55, 710 57, 667 57, 587 51, 998 57, 567 55, 710 689 Percent 1 222, 222, 781 222, 840 677, 287 677, 501 677, 805 Change' 0. 0. 1 0. 1 0. 1 0. 0 0. 0 0. 0 0. 0 0_0 0 0. 0. 0 0. 0 _ 0. 1 - 5. 5 6. 5 5. 5 5. 5 5. 5 0. 0 0. 0 5. 5 0. 0 0. 0 2. 3

2019 Demand 2020 2021 Ywr To Data Nov Dec _ Jan Feb Running 12 Months Mar Apr May Jun Jul Aug Oct Nov DocD Jan Mar _ Sep Fab A______2019 2020 _ 2021 2019 2020_ ___ 2021 This Year, 31, 773 31, 240 30, 919 32, 311 829 26, 13, 896 25, 381 33, 710 35, 898 37, 888 37, 063 44, 132 32, 370 29, 418 124 31, 29, 743 42, 569 41, 405 142, 079 103, 755 144, 841 440, 284 408, 933 420, Last Year 34, 155 32, 801 31, 260 31, 214 41, 479 804 37, 801 39, 249 38, 834 466 42, 39, 848 39, 284 42, 484 31, 773 31, 240 30, 919 32, 311 26, 629 13, 898 141, 774 142, 079 103, 755- 435, 863 440, 284 408, Percent Charge____- 7. 0 4. 8 1. 1 933 3. 5 36. 3 - 63. 2 3 3 - 13. 2 - 15. 9 5. 05.0 - 5 7 3. 9 _ 1. 9 6. 8 0. 7 7. 9 59. 9 198. 0 0. 2 27. 0 39. 8 1. 0 7. 1 2. 8 1

2019 2020 2021 Ywr To Dab Nov Disc Jan Fab Running 12 Months Mar Apr May Jun Jul Aug Oct Nov _ Doc 5i9 Jan Feb __ Mar Apr_-- 2019 2020 2021 _ 2019 2020 2021 This Year 3, 108, 835 3, 056, 488 2, 874, 201 3, 371, 673 2, 806, 505 982, 312 2, 106, 493 3, 385, 274 3, 685, 985 4,009, 143 3, 911, 433 4, 908, 227 2, 977, 277 2, 092, 922 4, 760, 2, 924, 550 2, 830, 817 319 5, 298, 345 - 14, 885, 902 9, 834, 590 15, 814, 031 48, 715, 795 43, 057, 633 43, 469, 788 Last Year 3, 263, 944 3, 213, 570 2, 920, 197 3, 4,438, 177,556 308 4, 331, 843 4, 459, 888 4, 333, 396 4, 915, 540 4, 405, 081 4, 251, 795 4, 695, 241 3, 106, 635 3, 055, 488 874, 2, 201 3, 371, 573 2, 606, 505 982, 312 14, 368, 983 14, 886, 902 9, 834, 590 44, 752, 485 48, 715, 795 43, 057, 633 Percent Change - 4. 8 4. 9 `- 1, 6 6. 1 412 - 77. 3 52_ 8 - 21. 9 - 25. 4 - 9.0 8. 0 4. 5 4;2 - 1. 119 8 - 16. 0 82. 6 439. 4 3. 5 3 3. 8 00. 8 4. 4 7. 8 1 0

2019 Census% 2020 2021 Nov Dac Jan Fab Mar Jun Jul ft__-_ Aug 8ap_ Oct Nov Fab Mar Census 30 Dac Jan Apr Props 30 30 30 30 30 30 30 30 30 30 30 30 31 31 31 Census Rooms 1857 31 31 1857 1857 1857 1857 1857 1857 1857 1857 1857 1857 1857 1868 1959 1959 1959 1959 1969 Rooms Participants 78. 6 - 75. 3- - 3 76. 3 _ 75. 3 75, 3 3 75. 75. 75. 3 76. 3 78. 4 70. 4 76. 4 79. 1 851 80. 8 80. 1 80. 1 80. 1

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STR Global, Ltd. The STR Repot tradingis a publicationes STR'.©of STR,CostarLLCRuttyand STRinformation,Gbbl, Ltd,Inc. Costar Group companies, and is intaneq eat* tar use by paid subscribe,.. The lnlu,nwtia, In the STR Report a provided on en' as a"end' as available' basis and should not be construed as investment, tax, accountng or legal adv,ce. Rep,aductian or distribution of this STR Report, in whole or part, without wnnen permission is prohibaed and subject to legal action. Ifyou have received Mrs report and are NOT a subacnber to this STR Report, please contact us immediately. Source: 2021 STR, LLC I Tab 3 - Day Trend Zip Codes+ City of Prescott, Office of Tourism Currency USD- US Dollar For the Week of June 06, 2021 to June 12, 2021

Weekly Occ (%) - Mar 27, 2021 to 12, 2021 Jun Weekly ADR - Mar 27, 2021 to Jun 12, 2021

80 185

70 175

60 165

50 155

40 145

30 135

20 125 Mar 3- Apr 10- Apr 17- 27- Apr 24- Apr 1- May 8- May 15- 22- 29- 5- Jun May May May 12- Jun 27- Mar 3- Apr 10-Apr 17-Apr 24- Apr 1- May 8-May 15- May 22- May 29-May 5-Jun 12-Jun 4.--. This Year Last Year This Year Last Year

Current Week Su - Mo _ Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th _-_ Fr Sa Occupancy(%) May Jun r__--___ 1e 17 18 19 Current Run Run 20 21 22 23 24 25 26 27 28 30 31 1 29 2 3 4 5 a 7 e 9 10 11 12 M This Year; 61. 7 70. 4 74. Week 2TD8 9 77.3 84. 1 78. 1 85.7 61. 3 69. 0 73. 7 72. 3 79. 1--- 86. 6 92. 6 89. 050.3 66. 6 72. 3 77. 1 80. 3 89. Last Year! 35. 7 43. 0 46. 0 44. 8 58. 6 71. 2 ---- 76. 0 73.8 66. 1 81. 0 88. 8 73. 6 75. 3 75. 1 0 45. 7 64. 5 90.0 79. 1 41. 1 522 52. 8 56. 3 61. 4 74. 3 61. 6 50. 7 54. 7 55. 4 55.6 64.8 75. 1 44. 9 Percent 46. 7 52. 3 54. 8 56. 2 78. 3 94. 7 61. 1 58. 3 57. 5 Changed 72. 9 - 63`8- 62. 8__ 75. 8 84. 0 21. 1 - 4.9 -__ 22. 6 _- 67. 6 41. 3 36. 9 40.6 41. 0 _ 24. 7 44. 5 - 0.8 21. 9 30. 5- 38. 7 _ 23.9 19. 6 30_6__- 52. 4-_- 45. 1 34. 6 17. 6 3. 5 - 6. 2 20. 5__ 29.2.____ 30_8_

ADR May Jun Current Run 1e 17 18 Run 19 _ 20 21 22 23 24 25 2e 27 25 29 _ 30 _ 31 1 _ 2 3 4 5 e 7 5 9 10 11 12 _ [ Week 28 MTD This Year 132. 88 130. 92 133. 79 131. 65 138.70 194. 80 195. 62 131. 59 131. 34 133. 21 133. 83 140. 82 220. 02 235. 55 189. 73 138. 44 130. 62 130. 61 135. 80 199. 08 199. 63 132. 87 128. 54 130. 06 131. 36 136. 07 202. 10 205. 79 155. 50 159. Last Year; 79. 32 76. 80 77. 65 77. 23 80.50 107.80 122. 61 158.26 57 105. 17 85. 06 84. 27 83. 79 86. 52 10027 107. 07 87.50 88. 76 89. 99 89. 46 93. 08 122. 05 12726 96. 46 96. 31 92. 88 90. 59 96. 94 97 135.11 110. Percent Change] 67, 5 70. 5 72. 3 _ 130. 18 100. 46 103.51 70. 5 72. 3 80. 7__- 59. 6 25. 1 54.4 58. 1 59. 7 62. 8 119. 4 120. 0 116. 8 56. 0 452 46. 0 45. 9 63. 1 56. 9 I 37. 7 33. 5 40. 0 45. 0 40. 4 - 54.3 52. 3_ L 41. 1 58. 9 52.9 I May Jun Run Run eCurrent1e - 17_ 15 19 20 21 22 23 24 25 2e 27 25 29 30 31 1 2 3_ 9 Year 4 5 _ 7 a 9 10 11 12 Week 28 MTD This 82. 01 92. 76 10026 101. 81 116. 68 152. 14 167. 56 80. 60 90. 57 98. 19 96.81 111. 42 190. 59 218. 12- 91 69. 68 168. 87. 01 94. 47 104. 75 159. 85 179.35 77. 86 91. 47 98. 79 --- 96. 96 89. 88 163. 72 182. 68 114. 48 120.0.-155 118. 90 Last Year 28. 32 33.00 35. 75 33. 98 36. 80 69. 54 110. 36 83. 19 35. 00 43.98 44. 26 48. 69 61. 61 79. 51 53. 91 45. 02 49. 18 49. 57 51. 78 79. 07 95. 27 44. Percent 60 43. 97 48. 61 49. 66 54. 45 102. 55 127. 90 67. 34 58. 55 59. 48 Change 189. 6 1792- 180. 4- 199.6 217. 0 118. 8 51. 8 - 3. 1 158. 8123. 3 118. 7 128. 8 209.4 174.3 213. 3 54. 8 76. 9 90. 6 102. 3 102. 287.6 80. 0 103. 4103.2 .__ 95. 3 65. 1 59. 7 42. 8 70. 0 105.2 _ 99_9 _

Supply May Jun te __ 17 15 Current Run Run 19 20 21 22 23 24 25 26 27 25 29 30 _ 1 31 2 3 4 5 e 7 5 9 10 Week_ 28 MTD This Year! 1, 959 1, 959--- 1, 959 - 1, 959 11 12 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, Last 959 1, 959 1, 959 1, 959 1, 959--- 1, 959 1, 959 1, 959 13, 713 54, 852--_ 23, 508 Yearj 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 1, 857 12, 999 51, 996 22,284 PercentChangel 5. 5 5. 5 5.5 5.5 5. 5 5. 5 5. 5 5. 5 5. 5 5. 5 5. 5 - 5_5-- 5.5_ 5. 5 5.5 5.5 5.5 5. 5 5. 5 5. 5 5. 5 5. 5 5.5 5.5 5. 5 5. 5 5. 5 5.5 _ __ 55 _ 5. 5 5. 5

Demand May Jun Current 18 - 17 1$ Run Run 19__ 20 21 22 23 24 25 2e 27 28 2930 30 31 1 2 3 4 5 e 7 _ e 9 10 11 12 _ Week 28 MTD This 1, 209 1, 379 1, 468 1, 515 1, 648 1, 530 1, 678 1, Yeari 200 1, 351 1, 444 1, 417 1, 550 1, 697 1, 814 1, 744 986 1, 305 1, 417 1, 511 1, 573 1, 760 1, 148 1, 394 1, 488 1, 446 1, 294 1, 587 1, 7 39 Last Year, i 10,096 41292 17, 662 663 798 855 817 849 1, 198 1, 672 1, 469 764 969 981 1, 045 1, 141 1, 379 1, 144 942 1, 015 1, 029 1, 033 1, 203 1, 395 833 867 972 1, 018 1, 043 1, 454 1, 758 7, 945 30, 306 12, 804 Percent Change- 82.4 72. 8 71. 7 85. 4 94. 1 27, 7_- 0i4 18. 3 76. 8 49. 44. 4_ 48.3__ 48. 731. 5_- 52. 4 Q_. 4. 7 28. 6 __ 37. 7 46. 3 _ 30. 8._ 26. 2 37.8 60. 8 53. 1 42. 0 24. 1 9. 1 - 1. 1 27. 1 36. 3 37. 9

Maly. Jun 1e__-_-- 17 -.__ 15 -- Current Run Run 19_ 20 21 22 23 24 25 26 27_ 29 30 28 31 1 2__ 3 4 5 6 7 e 9 10 11 12 Week 28 MTD This Year; 160,649 180, 545 196, 402 199, 449 228, 575 299, 049 328, 245 157,904 177,434 192, 354 189, 641 218269 373, 370 427,295 330, 897 136, 497 170, 458 185, 069 205, 201 313, 146 351, 342 152, 534 179, 188 193, 536 189, 951 176, 074 320, 734 357, 875 1, 569, 891 6, 590, 683 2, 795, 108 Last 52, 590 61, 288 66, 388 63, 096 68, 347 129, 145 204, 938 154, Year 487 64, 987 81, 662 82, 194 90, 417 114, 405 147,645 100, 103 83, 608 91, 336 92, 050 96, 156 146, 828 177,529 80, 350 83, 502 90, 276 92, 218 101, 113 190,433 237, 518 875, 410 3, 044, 609 1, 325, 399 Percent Change! 205. 5 194. 6 195. 8 216. 1 234. 4 130. 8 60. 2 2. 2 173. 0 135. 5 130. 7 141. 4 226. 4 189. 4 230. 6 63. 3 86. 6 101. 1 113. 4 113. 3 97.9 89. 8 114.6 114. 4 106. 0 74. 1 68. 4 50. 7 79. 3 116. 5 110. 9

May Jun 10 17 18 19 20 21 22 23 24 25 26 27 25 29 30 31 1 2 3 4 5 5 7 8 9 10 11 12 Census Props 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 Rooms' 1, 959 1, 31 31 31 31 31 31 Census 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1, 959 1. 959 1, 959 1, 959 1, 959 1, 959 1, 959 1. 959 1. 959 Rooms Participants• 65. 8 65. 8 65. 8 65.8 65. 8 65. 8 65.8 65. 8 65. 8 65. 8 65.8 65. 8 65. 8 65. 8 65.8 65. 8 1 65. 8 65. 8 65. 8 65. 8 65.8 65. 8 65. 8 65. 8 65. 8 65. 8 65.8 65.8

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STR s Report n a pub.. ofSTR, LLC and STR Global. Ltd., COStar Group are NOT a subscriber to this STR Report, please contact us Immediately. Sour.: 2021021 SIR, LLC/ STR Global, es, and is intended solelyLtd. tradingfor use es-by paidSTR`.subscribers.0 CoStar RealtyThe informationInformation,in theInc. STR Report' s provided on... asre' end.. available. basis and should not be construed. investment, tax, accounting or legal ed+iceReproduction or distribution or gin STR Report, in whole or part, without vrtiben permission is prohibited and subject to legal action. 11 you have received this report and City of Prescott Transient Lodging ( Bed) Tax Collection

FY 2021 % Change FY 2020 % Change FY 2019 % Change FY 2018

July 91, 946 - 18. 31% 112, 552 24. 56% 90, 358 3. 62% 87, 201

August 97, 338 - 6. 21% 103, 788 19. 48% 86, 867 14. 32% 75, 989

September 101, 008 4. 43% 96, 728 8. 49% 89, 159 5. 52% 84, 495

October 114, 669 11. 30% 103, 028 24. 67% 82, 640 3. 81% 79, 608

November 74, 001 4. 39% 70, 888 5. 33% 67, 300 4. 76% 64, 243

December 71, 453 - 4. 45% 74, 782 - 0. 55% 75, 198 - 0. 15% 75, 314

January 75, 930 14. 57% 66, 274 4. 14% 63, 642 16. 80% 54, 487

February 72, 883 - 7. 00% 78, 365 17. 99% 66, 419 - 4. 84% 69, 798

March 113, 998 115. 79% 52, 827 - 43. 69% 93, 809 6. 54% 88, 050

April 133, 979 652. 91% 17, 795 - 80. 81% 92, 734 7. 71% 86, 097

May 52, 751 - 45. 36% 96, 549 5. 79% 91, 267

June 84, 809 - 12. 90% 97, 369 - 4. 38% 101, 833

947, 206 914, 587 - 8. 73% 1, 002, 044 4. 56% 958, 380 Arizon & s SITUATION ANALYSIS A le 0 pi C Ly PRESCOTT, AZ

It is the goal of the Arizona' s Christmas City organization to promote collectively all the holiday events starting the week of Thanksgiving to New Year' s Eve. We will continue to work together to secure sponsorships from local business to Prescott

support the five major events; was deemed Arizona' s Light Parade, Christmas Parade Holiday Christmas City Courthouse Lightning, Acker Night and the by Governor Rose MofFQr.+d` Row New Year' s Eve Boot Whiskey Drop in 1989 This grant from the state will be used to promote all these events locally and statewide. It will help each of these events to become more stabilized and be able to add other activities like ice skating, a Christmas Market, and other children' s activities. The information provided here shows how that funding would be utilized. BUDGET AT A GLANCE: ESTIMATED The main five events held during the month of December all spend local and state marketing dollars separately and target the same sponsors. Together, marketing budgets can go further and be more impactful.

INFRASTRUCTURE & OPERATION COSTS + MARKETING

COURTHOUSE LIGHTING WHISKEY ROW 100,000 NEW YEAR' S EVE BOOT DROP HOLIDAY LIGHT 71', PARADE 2:: 1',:il'• r214: 825,000 CHRISTMAS 8159000 PARADE

e f,,ii:-., ACKER 129000 NIGHT

allk i

4 - • vi?','-:., 0 i- ,-'

7- - i , 1\

7- ,

Estimated Total Cost

a for Holiday _vents

0 81609000 FUNDING PERCENTAGE

For many years, these signature events, that bring thousands of people to our area during the month of November and December, have relied on volunteer and private funding. BO % This source of funding for VOLUNTEER such important community FUNDRAISING events is not secure and could result in some of these 1 1 9, 000 events having to cancel. 30 %•, CITY SUPPORT 41 , 000 ) Arizona 's

C I-„,, y PRE_ SCOTT \ /

EVENT MARKETING

Many of the local media companies 01already partner with the Arizona' s AWle ,..-4114141/// Christmas City on events in return for sponsorship opportunities. On the next few pages we show i , what the value of these trade amounts x A are and the purchase price of 4 placement as well.

i u ' DAILY COURIER PRINT MEDIA 4) 3col x 10" ads TRADE VALUE: $ 1, 560 The following print organizations have agreed to support the Christmas events and provide partnership trades. PRESCOTT LIVING

1 ) Full page ad + story TRADE VALUE: $ 1, 100

PRESCOTT NOW

1 ) Full page ad + calendar TRADE VALUE: $ 895

PRESCOTT WOMAN At* L, 1) 1 ) Fullpagead + story 1 TRADE VALUE: $ 1, 500 iv 4.,4: I 14 ilL F M..'. pig KPPV 106. 7FM RAD 10 KQNA JackFM These two radio groups have committed to continuing to help be the major radio media sponsors for Magic99. 1 FM specified events. AZ Shine 103. 9FM & 1450AM

KAFF Country 92. 9FM

KMGN the Mountain 93. 9FM

Fun Oldies 97. 9FM

ss i

i i Fo 1 TELEVISION /VIDEO We have been fortunate enough to market events locally over the past several years through the City' s own television station on cable and with partners at Sparklight Cable. AZTV, which broadcasts statewide has also agreed to partner with us. In return for air time they have received sponsorship recognition at all events and have agreed to continue. Production services do have to be paid for, but at a minimum cost to the organizations.

SPARKLIGHT: $ 3000

AZTV: $ 10, 000

411161161. CABLE CHANNEL 64 CITY' S CHANNEL: FREE

TOTAL TRADE: $ 13, 000 DIGITAL Digital ads can be place and tracked to the visit- prescott.com website through retargeted, pre-targeted and social media ads. These GEO targeted ads would be placed around the state from Tucson to Anthem.

HIBU: 800, 000 impressions

TOTAL COST: $ 15, 000FOR OCTOBER, NOVEMBER, DECEMBER 0 minimum 3- month contract)

1 1 i 4

i lb

j fit a. ,.'. ram h S

x r Arizon &s

C ity PRESCOTT , AZ OUR WISH

It is through collaboration and more funding that we know these signature Christmas events can continue to grow and flourish. Our hope is to receive $ 160, 000 to cover the operating and marketing expenses of these five events. We would still continue to reach out to sponsors and volunteers, but the security of knowing bare minimum expenses are covered would be outstanding. Again this funding would allow for us to look at adding other activities such as an ice skating rink on the Courthouse Plaza, Christmas Market, Cookie Trade, and even additional lights for the Courthouse.

Thank you for your consideration!