VISIt 2018-19 ANNUAL REPORT TUcsOn 2019-20 MARKETING PLAN contents —

Message from the President & CEO 01 Marketing 23

Board of Directors 03 PR & Communications 25

Visit Tucson ROI 05 Sales & Services 27

Visit Tucson Funding Overview 06 Tucson Sports 29

U.S. Tourism Overview 07 Mexico Marketing 31

Arizona Tourism Overview 09 Tourism 33

Metro Tucson Tourism Overview 11 Film Tucson 35

Metro Tucson 3-Year Strategic Plan 13 Partnership & Visitor Services 37

Metro Tucson 10-Year Tourism Master Plan 15 Board Service & Stakeholder 39 Participation Santa Cruz Valley National Heritage Area 18 Staff Directory 41 Délice Gathering 2019 19 Dear Customers & Stakeholders,

This has been an outstanding year for Visit Tucson. Our programs generated $238 million in direct spending and impacts, roughly 9% of visitors’ $2.47 billion spending in Pima County in 2018. The $238 million refl ects a remarkable $24-to-$1 return on investment based on Visit Tucson’s $9.75 million budget in 2018-19.

Metro Tucson’s lodging revenue per available room (RevPAR) grew 6.2% during our 2018-19 fi scal year (July 1, 2018-June 30, 2019), ranking us fourth in our 14-city competitive set.* This is encouraging considering the lodging plateau we are seeing in many western/southwestern cities. It is our hope that this is a temporary slowing after several years of strong growth in lodging occupancy, rates and RevPAR. Many U.S. economic indicators remain strong, but our nation continues to lose market share in international travel.

Brent DeRaad While Visit Tucson will always prioritize selling, marketing and promoting our region, we are delving into destination management through the creation of a metro Tucson tourism master plan. This 10-year initiative allows us to put forth our vision about what products, services and experiences are needed to enhance the region’s quality of life, while building a destination that will attract more visitors and their dollars, along with meetings, sports events and fi lm activity. We are helping create a better place to live, work, play—and visit. The plan’s six pillars are outlined on page 15.

*The 14 western/southwestern U.S. cities in Visit Tucson’s self-selected competitive set include Albuquerque, Austin, Colorado Springs, Denver, Las Vegas, Palm Springs, Phoenix, Portland, San Antonio, San Diego, San Francisco, Santa Fe, Scottsdale and Seattle.

1 | Visit Tucson Part of creating a better Tucson is through community engagement. I am proud to report that Visit Tucson’s staff collaborated with 61 boards, committees and civic and professional organizations in the past fi scal year. A list is on page 39.

Visit Tucson is also promoting experiences within the Santa Cruz Valley National Heritage Area, designated as such by Congress in March 2019. This 3,300-square-mile corridor in southern Arizona encompasses "This has been an outstanding several communities in Pima and Santa Cruz counties with abundant heritage and nature attractions. year for Visit Tucson. Our programs generated These and other accomplishments from the past year, along with our current priorities, are highlighted in this Visit Tucson 2018-19 Annual Report & 2019-20 Marketing Plan. We are pleased to share these results $238 million in direct spending and thank each of you who contributed your time and resources to benefi t travel and tourism in metro and impacts, roughly 9% of Tucson. We look forward to continuing our program of work as part of the regional hub for tourism and visitors’ $2.47 billion spending in visitor information in our new location in the Historic Pima County Courthouse building. Pima County in 2018."

Best Regards,

Brent DeRaad President & CEO

2018-19 Annual Report & 2019–20 Marketing Plan | 2 BOARD OF DIRECTORS 

2019–20 Executive Committee 2019–20 Board Members Andrew Stegen, General Manager Westward Look Wyndham Grand Resort Chair General Business Nancy Kluge, President & CEO Carol Blomstrand, CEO Laura True, Owner Reid Park Zoological Society Trumpet Social Media White Stallion Ranch

Vice Chair Dan Cavanagh, Consultant Bryan Tubaugh, Executive Vice President John Denker, Associate Vice President, Lloyd Construction Focus Hospitality Marketing & Brand Management University of Arizona Evan Feldhausen, Tax Shareholder Government BeachFleischman Secretary Sharon Bronson, Member Amber Harkin, Regional Director, Operations Bob Hoffman, President Pima County Board of Supervisors, District 3 Lodging Dynamics Hospitality Group Tucson Roadrunners Josh Nicolson, Member Treasurer Steve Rosenberg, Owner & Publisher Oro Valley Town Council Glenn Grabski, General Manager BizTucson Magazine Tucson Convention Center Shirley Scott, Member Hospitality/Visitor Services Tucson City Council, Ward 4 Member at Large Ghee Alexander, Sr. VP of Operations Thomas “TJ” Morgan, President & CEO Prism Hotels & Resorts Members at Large Gray Line Tours Tucson David Hatfield, Senior Director Air Service Nick Letson, Associate Director Member at Large Development and Marketing Sonoran Glass School Laura Shaw, Senior Vice President Tucson Airport Authority Sun Corridor Inc. Neil Shah, Owner & General Manager Best Western Plus Royal Sun Amber Smith, President & CEO Immediate Past Chair Tucson Metro Chamber Russell Bond, General Manager Chris Squires, Managing Partner JW Marriott Tucson Starr Pass Resort Ten55 Brewing & Sausage House

3 | Visit Tucson Photo by Dean Salman

Kitt Peak NationalSonoran Observatory Desert

2018-19 Annual Report & 2019–20 Marketing Plan | 4 ViIt TuSo’s ReUr o iVeTm Nt (rI)

Visit Tucson generates $24 for the metro Tucson $24:$1 region for every $1 invested in the organization

$98,680,000 Leisure Visitor Inquiry Impact Visit Tucson’s Economic Impact $70,334,139 Meetings Economic Impact INCREASED 1.1% IN 2018-19 + $24,156,536 Sports Economic Impact *$2,364,091 Mexico Economic Impact $238,131,115 $32,934,527 Public Relations Earned Media ÷ $9,750,000 (2018-19 Budget) $9,661,822 Film Direct Spending $24.4

$238,131,115 2018-19 TOTAL ECONOMIC IMPACT

*Counts only room nights booked by Vamos a Tucson

Downtown Tucson

5 | Visit Tucson VIST UcOn FuDiG oVeVi W

Visit Tucson is a 501(c)(6) nonprofi t organization that Private-sector revenue makes up the remaining provides destination marketing services for Pima $347,850 in Visit Tucson’s 2019-20 fi scal year County, City of Tucson and the Town of Oro Valley. budget. Visit Tucson’s nearly 500 partner businesses Visit Tucson also partners with the Tohono O’odham pay annual membership dues, and many invest in Gaming Enterprise and Casino Del Sol. Combined, advertising on our website, in our publications and at these entities are expected to invest $9.7 million in the visitor center. Visit Tucson in 2019-20, approximately 96% of the organization’s revenue. Partners also invest in our cooperative advertising programs and travel with us on sales missions and Pima County, Tucson and Oro Valley invest only to industry tradeshows. We also derive revenue bed-tax revenue in Visit Tucson. Bed (transient from booking metro Tucson hotel room nights for occupancy) tax is paid by people who stay for 30 customers at our visitor centers in Hermosillo and days or less in hotels, resorts, bed and breakfasts Ciudad Obregón, Sonora. and short-term lodging facilities. Visit Tucson does not receive general fund revenue from these Funding Sources government entities. $5,850,000 City of Tucson We will have the advantage of a full year of collections $3,500,000 Pima County from short-term vacation rentals in 2019-20. Arizona $300,000 Town of Oro Valley short-term vacation rentals began remitting county $100,000 Casino Del Sol and municipal lodging taxes in January 2019. $75,000 Desert Diamond Casino $347,850 Private

$10,172,850 Budgeted 2019-20 Revenue Prickly Pear Cactus View from Tumamoc Hill

2018-19 Annual Report & 2019–20 Marketing Plan | 6 U.. OuIs oErIe­ 2015 66% Hot Markets Start to Cool Down 2016 66% 2017 66% The U.S. hotel industry’s unprecedented expansion coming to America. Our nation’s share of the global 2018 66% over the last decade is expected to continue, but at travel market dropped from 13.7 percent in 2015 to a slower pace. According to a June 2019 STR and 11.7 percent in 2018. This decline is expected to U.S. Hotel Occupancy Tourism Economics’ forecast, the U.S. hotel industry continue until at least 2022 as trade tensions and a is projected to see overall performance growth strong dollar chill foreign tourism. of 2% for 2019 and 1.9% for 2020. For 2019 as a A Focus on Meeting Experiences 2015 $120 whole, the U.S. hotel industry is projected to report a 0.1% increase in occupancy to 66.2%, a 1.9% rise Creating unique attendee experiences is the largest 2016 $124 in average daily rate (ADR) to $132.32 and a 2% lift in single, overarching trend noted in the spring 2019 2017 $127 revenue per available room (RevPAR) to $87.65. Meetings Outlook survey. Comments from 78% of 2018 $130 the meeting planner respondents say this trend is A July 2019 U.S. Travel Association travel forecast increasing. Further, most (66%) of the respondents U.S. Hotel Average Daily Rate predicts continued growth over the next several years, said this specialized need a§ects their venue- though the pace of growth for both domestic leisure selection decisions. and business travel is expected to decelerate in line with the overall U.S. economy. “While there continues Meeting planners are also noticing an increased 2015 $79 to be record numbers of travelers on the road and in emphasis on health and well-being. As a result, 2016 $81 the air, travelers and businesses appear to be scaling hotels are making it easier for guests to stay healthy 2017 $84 back, taking more road trips and being more cautious on the road, according to a Smart Meetings article 2018 $86 when booking group business travel,” the report said. on top 10 hospitality industry trends (August 2018). The article said that tourism is a $563 billion industry U.S. Hotel RevPAR The outlook for international inbound travel remains and increasingly travelers are expecting innovative challenging, according to the U.S. Travel Association. wellness options, from healthy food choices to on-site Source: STR, December 2015-18 Although more people are traveling globally, fewer are fitness or physical activities and nature experiences.

7 | Visit Tucson Solo Leisure Travel Growing

More and more people are planning solo trips aided by technological advances that have made this option more accessible and secure. Solo travel continues to be a signifi cant travel trend among all demographic sectors, but especially among women of all ages. An estimated 32 million American women travel alone every year, according to the Travel Industry Association. As more women travel independently, hotels (guest ranches and destination spas appear to be especially popular) are fi nding new, innovative ways to appeal to their interests. Hacienda Del Sol Guest Ranch Resort

Even so, a July 2018 survey commissioned by Intrepid Travel of 2,000 American travelers found that 73 percent of respondents worry about safety while traveling completely alone, 53 percent worry about getting lost and 39 percent are concerned about "The U.S. hotel industry’s the stress of planning a trip. This is an opportunity unprecedented expansion over the for tour companies and travel experts to reach last decade is expected to continue, this traveler segment by ož ering customized solo-friendly and self-guided group tours. but at a slower pace."

Source: “Going It Alone, Solo Travel On The Rise,” Adventure Travel Trade Association

2018-19 Annual Report & 2019–20 Marketing Plan | 8 aRzOa OuIs oErIe­

A Record-Breaking Year Arizona-Europe Travel Simplified

Arizona’s tourism industry had a big year in 2018. Getting to Arizona from Europe became easier 2015 64% The state hosted a record number of overnight in 2019 when two airlines (American Airlines and 2016 65% visitors (45.4 million) whose spending reached a Condor Airlines) increased their ožerings to benefit 2017 66% record amount ($24.4 billion). That visitor spending both business and leisure travelers. 2018 68% is equal to $67 million per day and 8% more than the previous record for Arizona, set in 2017. As a result, American Airlines launched a daily nonstop flight Arizona Hotel Occupancy state tax revenues generated by visitor spending that runs year-round between Phoenix Sky Harbor reached the $1 billion mark for the first time ever. International Airport and London Heathrow Airport. (Based on research by Dean Runyan Associates, American’s service from London was introduced on 2015 $111 Longwoods International and Tourism Economics.) a seasonal basis, from March through October 2019, and later expanded. With this service, American joined 2016 $114 Equally significant, the Arizona O©ce of Tourism’s British Airways as the only airlines o§ering nonstop 2017 $119 budget was increased in the 2019 legislative session. service between Phoenix and London from Sky Harbor. 2018 $122 This e§ort was steered by leaders of destination marketing organizations statewide and the Arizona Condor Airlines, a German leisure airline based in Arizona Hotel Average Daily Rate Lodging & Tourism Association (AzLTA), chaired Frankfurt, will extend its seasonal nonstop Phoenix- this year by Visit Tucson’s president and CEO Brent Frankfurt flight in 2020. Currently, the airline’s service DeRaad. While tourism leaders sought a $3.55 million from Frankfurt runs May through October, three days 2015 $70

increase to AOT’s $7.1 million baseline allocation and a week. Condor will expand this service, adding two 2016 $74 thought up until the waning moments of the session days a week for the month of April, then continue 2017 $79 that an additional $2 million would be secured, the its three day a week service from May to October. final appropriation was $8.2 million, or a $1.1 million Condor Airlines began nonstop seasonal service 2018 $82 increase in 2019-20. This is the first increase to between Sky Harbor and Frankfurt in May 2018. AOT’s baseline appropriation in more than a decade. Arizona Hotel RevPAR Combined with its other funding sources, AOT’s budget grew from $14.6 million to $15.7 million in 2019-20. Source: STR, December 2015-18

9 | Visit Tucson Aravaipa Farms Orchard & Inn

"Arizona had a big year in 2018. The state hosted a record number of overnight visitors (45.4 million) whose spending reached a record amount ($24.4 billion)."

2018-19 Annual Report & 2019–20 Marketing Plan | 10 mErO TUsO tUrSm oVeVi W

Hotels Lead Competition in February 2015 59% 2016 60% Metro Tucson hotels continued to rebound in 2017 64% 2018-19 as occupancy, average daily rate (ADR) and TUS Serves Nearly 4 Million Passengers revenue per available room (RevPAR) maintained 2018 66% year-over-year growth, according to STR data for Tucson International Airport (TUS) enjoyed another Metro Tucson Hotel Occupancy December 2015-18. The 6.2% increase in RevPAR is busy fiscal year, serving 3,752,999 passengers from balanced with 3.1% occupancy and 3% ADR, which July 2018 through June 2019. Passenger tra©c should allow for continued growth in this sector. jumped 17% between 2015-16 and 2018-19. 2015 $93 In January, our hotel occupancy fell year-over-year, Sun Link Streetcar Marks Five Years 2016 $97 as the dates of the Tucson Gem, Mineral & Fossil 2017 $106 Showcase moved back a week into February this Downtown Tucson continued its renaissance that year. Yet that led to a strong February when metro coincided with the arrival of Sun Link Streetcar, 2018 $112 Tucson hotel-and-resort occupancy was 85.4%, which opened July 25, 2014. The streetcar has Metro Tucson Hotel Average Daily Rate which led our 14-city set of comparable large cities provided approximately 4.77 million rides to in the western U.S. That strength was maintained in passengers and spurred over $1 billion in private and March, when hotel occupancy was at 83.6%, STR public investment along the streetcar route. This 2015 $55 research shows. investment has funded housing, retail and corporate business expansions along the streetcar corridor, 2016 $58 Tucson is predicted to follow the state and the including 90 new restaurants, bars and cafes, and 2017 $68 nation as growth begins to slow, but it is unlikely to retail businesses over the last three years according 2018 $73 be as fast or as soon. Growth is expected to level o§ to the Regional Transportation Authority (RTA). slightly in the coming year. (Source: Sun Link Streetcar report, July 27) Metro Tucson Hotel RevPAR

Source: STR, December 2015-18

11 | Visit Tucson Hotel McCoy The AC Hotel Tucson Downtown opened in October 2017 - the fi rst new hotel in downtown in 40 years.

Because of visitor spending, each Pima County household had its tax burden Downtown Hotel Development Booming reduced by $510 (+2%) in 2018

Hotel development downtown started taking o§ with In addition to the Downtown Clifton and its expansion Source: “Arizona Travel Impacts 2000-2018,” the 2017 opening of the 136-room Marriott-run AC to 30 rooms that should be completed by year’s end, Dean Runyan & Associates Hotel. We are now seeing a long-awaited convention the 93-room Hotel McCoy opened last year. The center hotel and more openings of boutique hotels. 112-room The Tuxon, a former Motel 6, is a boutique Caliber Hospitality is developing a six-story, 170- hotel expected to open by January 2020. 6.8 M Total 2018 domestic overnight room DoubleTree by Hilton adjacent to the Tucson (Source: Trend Report, July 2019) Convention Center. The new hotel will have meeting visitors to Tucson and Southern space, a pool, two bars and a restaurant and is Arizona region (+4.6%) expected to open by the end of 2020. Pima County 2018 Travel Impacts Source: “Tracking Domestic Visitor Volumes for Arizona: 2017,” Direct Travel Spending = $2.467 billion (+ 4.8%) The Graduate Hotel at Main Gate has broken ground, Tourism Economics while downtown is getting its fi rst dual-brand Travel Industry Earnings = $752 million (+1.3%) hotel, the Hilton Hotel at Cathedral Square, which Travel-Related Jobs = 24,670 (-1.2%) will house a 75-room Hampton Inn and a 123-room Local Tax Receipts = $76.6 million (+3.5%) extended-stay Home2. Downtown is also seeing State Tax Receipts = $132.2 million (+ 4.1%) several hip independent hotels coming online.

2018-19 Annual Report & 2019–20 Marketing Plan | 12 meRo TuSo 3-Ye†R tR†tE‡iC pL†n ‹pD†tE 20‘7-“02”

YEAR TWO SUMMARY STRATEGIC GOALS

5 Goals Five goals were developed around helping make the vision a reality. Developed by Visit Tucson board in February 2017 Goal 1 Promote Tucson’s UNESCO City of Gastronomy designation and 25 Objectives build on Visit Tucson’s Developed by Visit Tucson board “Free Yourself” brand. in February 2017 41 Strategies Developed by Visit Tucson sta§ Goal 5 in May 2018 Enlarge Visit Tucson’s budget with a focus on sustainable 87 Tactics funding sources. Developed by Visit Tucson sta§ VISION Goal 2 in May 2018 Welcoming the world, while Use innovative and aggressive marketing making Tucson a better place strategies to generate TACTICS to visit, live, work and play. increased leisure and Progress as of July 2019 meetings travel.

55 Accomplished (63%) Goal 4 9 Not accomplished (10%) Promote and grow the region’s visitor-worthy events and Goal 3 23 Carried over to 2019-20 (26%) establish a marquee event to Engage the community attract travelers. through development of 87 Total a tourism master plan.

13 | Visit Tucson Promote Tucson’s UNESCO City of Use innovative and aggressive marketing Engage the community through development Goal 1. Goal 2. Goal 3. Gastronomy designation and build on Visit strategies to generate increased leisure of a tourism master plan. Tucson’s “Free Yourself” brand. and meetings travel.

Visitor spending on food and beverage increased Groups and meetings business expanded despite The Metro Tucson Tourism Master Plan was a key by $84 million from 2016 ($610 million) to 2018 having fewer Jehovah’s Witnesses conventions priority for 2018-19, with the draft plan available ($694 million)*. Visit Tucson doubled the number of in June 2019 vs. 2018. Sports tourism grew, due for review in June and the final plan completed conversions that occurred through our website in in part to the 2019 USA Rugby Collegiate Sevens in August 2019. To help us promote the value of 2018-19 over 2017-18 (conversions included hotel Championships hosted at Kino Sports Complex. tourism, we conducted an economic impact study bookings, newsletter signups, travel guide requests, Film Tucson surpassed the amount of economic of the Tucson Gem, Mineral & Fossil Showcase video clicks and social media engagements). Our impact it generated in the previous year. Leisure and invested in visitor demographic and spending social media engagements grew by more than 100% tourism continued to be strong, with international data. We established a new Certified Tourism and our PR e§orts generated 17% more articles. We VISA spending increasing for Canada and Germany Ambassador program. The opening of a new visitor continued robust marketing e§orts in Mexico; however, while decreasing for the U.K. and China. center at the Historic Pima County Courthouse was total room nights booked through VamosaTucson.com pushed back to 2020. declined and we did not establish nonstop air service. *Dean Runyan Associates, July 2019 28 tactics 21 tactics 19 tactics 17 accomplished, 3 not accomplished, 8 carried over 17 accomplished, 4 carried over 11 accomplished, 1 not accomplished, 7 carried over

Promote and grow the region’s visitor-worthy events and establish a Enlarge Visit Tucson’s budget with a focus on sustainable Goal 4. Goal 5. marquee event to attract travelers. funding sources.

We supported existing events that sought to grow their scope and/or visitor Visit Tucson’s budget grew from $9.2 million in 2017-18 to $9.7 million in attendance, such as Agave Heritage Festival; we sponsored new events with 2018-19. The contracts with key funders, City of Tucson, Pima County potential to attract visitors, such as Sonoran Restaurant Week. We postponed the and Oro Valley are finalized, including significant increases from the City establishment of an events committee until recommendations from the Metro Tucson of Tucson and Pima County. E§orts to establish a voluntary tourism district Tourism Master Plan could be considered and incorporated. We also continued to were halted, but e§orts are underway to draft enabling legislation that expand our promotion of arts and cultural amenities, and we have taken a lead role would allow compulsory tourism improvement districts to be created by in organizational development and promotion of the newly designated Santa Cruz jurisdictions throughout Arizona. We moved our o©ce into the Historic Valley National Heritage Area. While we supported new air service, we did not secure Pima County Courthouse and updated our organization’s bylaws. consistent funding to attract new flights. 9 tactics 10 tactics 4 accomplished, 2 not accomplished, 3 carried over 6 accomplished, 3 not accomplished, 1 carried over

2018-19 Annual Report & 2019–20 Marketing Plan | 14 METRO TUCSON 10-YEAR TOURISM MASTER PLAN

A Roadmap for the Future of Tourism

Visit Tucson hired place strategy experts Resonance Findings from the research and visioning phases Consultancy in August 2018 to assist us in the guided the development of the tourism master plan, development of a 10-year Metro Tucson Tourism which goes far beyond the traditional travel industry Master Plan that will help identify ways to grow the and also identifies issues and opportunities to Miraval Arizona Resort & Spa number of overnight visitors, length of stays and improve quality of life for residents and to stimulate expenditures. economic prosperity. 1. WELL-BEING

The year-long process involved a series of Six Pillars of Focus Tucson has a strength of identity associated with stakeholder workshops and interviews with nearly Some of the recommendations in the plan can well-being resulting from our area’s history, natural 100 individuals who shared their expertise and be taken on by Visit Tucson while others will be environment and experiences. The concept of unique perspectives. Additional research included best addressed by our partners, including local well-being came up consistently in all stakeholder a festival-and-events analysis, visitor and resident government, economic development organizations, sessions, but in many different forms, including: surveys and a destination assessment looking into educational institutions and others. how Tucson competes with 14 destinations in our • Capital of Well-Being competitive set. The recommendations are organized in no particular • Health Well-Being - Medical tourism order into six pillars of focus, with a variety of • Intellectual Well-Being - Continuing The plan identifies the three visitor audiences we strategies that align with each. education and life-long learning expect to see more of over the next 10 years and • Physical Well-Being - Biking tourism outlines recommendations in six strategic focus For more information about each of the following • Physical Well-Being - Sports tourism areas to reach those visitor segments: Seekers and recommendations, please download the full plan at: • Spiritual Well-Being - Outdoor experiences explorers, Spanish-speaking visitors and meetings VisitTucson.org/tourism-master-plan delegates.

15 | Visit Tucson Hotel Congress Tucson International Airport Mission Garden

2. PLACEMAKING 3. CONNECTIVITY 4. CULTURE How do we enhance places, large and small, that Moving residents and visitors into, out of, and Our region is blessed with a rich historic legacy reveal metro Tucson as a distinct and authentic around metro Tucson conveniently and effi ciently that creates a sense of place for residents and place for residents and visitors alike? Three is a critical component of the visitor experience as attracts visitors from around the world. We can categories were identifi ed, which included both well as the quality of life for residents. celebrate and share our cultural heritage through new and underutilized spaces with potential for programs and activities that grow, enhance and transformation: Transportation plans, airline services and promote the varied multicultural pursuits here. alternative routes that integrate bicycling and • Downtown Tucson walking are top areas of focus. By incorporating • City of Gastronomy activation • Gathering place the visitor experience into transportation plans • Events & festivals • Community villages, main streets & and making sure the travel industry has a seat • Native American heritage downtowns at the table, we can help ensure the experience • Spanish-speaking visitor experience of getting here and there is as pleasant as the experience in Tucson itself.

• Connectivity, accessibility & proximity • Airlift development • The Loop

2018-19 Annual Report & 2019–20 Marketing Plan | 16 METRO TUCSON 10-YEAR TOURISM MASTER PLAN

replace image here

Tucson Convention Center Catalina State Park

5. DEVELOPMENT / INVESTMENT 6. ADVOCACY Next Steps

Both the research and the stakeholder workshops As part of e§ orts to convey tourism’s economic value, Visit Tucson will form a tourism master identifi ed a variety of opportunities to deliver a Visit Tucson is taking on broader leadership roles plan implementation committee to guide quality experience for visitors via major infrastructure in local a§ airs, including community development. development and enactment of specifi c investments and upgrades. The tourism master plan Research for this master plan underscored not only tactics and to track progress. Additionally, details numerous ways we can work together to metro Tucson’s competitive advantage in nature and a new three-year strategic plan will be support infrastructure investments and workforce outdoor activities, but also the importance of basic developed and administered in 2020-23 development: infrastructure. This focus area highlights the need to to include application of the Metro Tucson advocate for infrastructure and road improvements, Tourism Master Plan. • Full-service, downtown & headquarter hotel(s) to develop a sustainable tourism plan and to better • Tucson Convention Center connect regional communities to understand • Technology & tourism tourism’s importance, and to engage with visitors. • Experience Hothouse • Economic & workforce development • Meetings and conventions business & • Visit Tucson eš orts economic development • Neighborhood / community development • Basic infrastructure • Sustainable tourism

17 | Visit Tucson SAN TA CRUZ VALLEY NATIONAL HERITAGE AREA

A Mosaic of Culture, History and Nature Landmarks, preserves, public lands in Southern Arizona is Recognized The region encompasses a mosaic of cultures and history due to its extensive human presence, dating back more Earlier this year, Congress designated the Santa Cruz than 12,000 years. Home to Arizona’s earliest civilizations, Valley in Southern Arizona as a National Heritage Area it is the longest continually cultivated area in the United (NHA). National Heritage Areas are non-regulatory States, with an agricultural record of more than 4,000 designations made by Congress to honor and celebrate years that includes a 300-year-old tradition of vineyards, the region’s contribution to America’s history, while also orchards and livestock farming. Also within the region stimulating heritage-based economic development and are six National Historic Landmarks, a 100-mile segment geotourism in the region. of a National Historic Trail, and a large number of historic districts and buildings listed on the National Register of The 3,300-square-mile Santa Cruz Valley NHA spans Historic Places, among other historic resources. the communities of Elgin, Green Valley, Marana, Nogales, Oro Valley, Patagonia, Sahuarita, San Xavier, Nature tourism and outdoor recreation resources here Sonoita, Tubac and Tucson in Pima and Santa Cruz include hundreds of miles of backcountry trails, many counties. It is a natural and cultural landscape that excellent bird-watching locations, numerous sites for has been shaped by many generations of people from outdoor recreation such as bicycling, hiking, camping diverse cultural origins. and stargazing in places like Coronado National Forest, Saguaro National Park, Tumacácori National Historical Park, four state parks and other parks, preserves and public lands.

Santa Cruz Valley

2018-19 Annual Report & 2019–20 Marketing Plan | 18 Elvira's Restaurant Agave Tasting Event Tohono O'odham Fry Bread

DÉLIcE gAThERInG 2019 TUCSON JOINS DÉLICE NETWORK International ‘Good Food’ Cities Each Délice member city has its own specifi city, approach and culture Tucson was designated as the fi rst UNESCO Creative City of Gastronomy in the United bringing strength to the network. Cities can share their experiences States in December 2015. Visit Tucson began promoting this designation, gaining and best practices to create strong multilateral partnerships with other publicity for our city’s growing independent restaurant scene and expanding base of Délice members. local farmers and chefs who are cultivating and cooking with indigenous ingredients and heritage foods. Three years after receiving the recognition, Tucson attracted the attention Délice invited Visit Tucson to apply for membership on behalf of the of another culinary-focused organization, Délice Network. City of Tucson, and in October 2018 Tucson was accepted as the 26th member and second American city (after Chicago). New member While the City of Gastronomy designation aims to strengthen creative partnerships between Tucson was invited to host the 2019 Délice Gathering, an annual cities to drive sustainable urban development worldwide, the Délice Network focuses meeting of member cities, on May 1-3. primarily on sharing food and gastronomy knowledge for economic development locally. For three days, 35 participants from 15 member cities (including Délice is an international network of cities whose culinary heritage and gastronomic Chicago, Helsinki, Kobe and Lisbon, among others) gathered to learn off erings defi ne them as top food destinations. Created in 2007 by the City of Lyon in France, about the Tucson approach to food and to share best practices. The Délice is composed of 30 cities from four continents (as of July 2019) and off ers a platform to theme of the meeting was “superstar” foods, the “must-tastes” that exchange and meet with chefs and gastronomy professionals from around the world. refl ect a culture or defi ne a sense of place. Participants discovered how Tucson approaches its superstar agave plant at public and private events, including a full-day discussion with workshops.

19 | Visit Tucson DÉLICE GATHERING 2019

Superstar Agave A Taste Of Tucson The meeting coincided with Tucson’s Agave From gastronomy lessons to agave tastings, this The 2019 Délice Gathering in Tucson was organized Heritage Festival, which celebrates the regional Délice Gathering served up an informative taste and hosted by Visit Tucson with support from importance of the ancient agave plant used to of Tucson and spotlighted local e§ orts to increase Pima County, City of Tucson, Arizona-Mexico make tequila, mezcal and other liquors, among economic development through culinary tourism. Commission, University of Arizona College of other purposes. For the fi rst time in the Délice Next, Visit Tucson will participate in the Délice Social and Behavioral Sciences-Mexico Initiatives, Network, cocktails were featured along with food, Gathering in Stavanger, Norway in September 2019 Arizona Lodging & Tourism Association, Rio Nuevo, owing to the trending popularity of cocktail culture. and send a local chef who will create a Sonoran- UNESCO City of Gastronomy, Agave Heritage Four renowned mixologists from Délice cities style dish at a chef challenge. Festival, Casino Del Sol and Tucson Electric Power. and four Tucson peers performed together at two festival events. Attendees learned how Tucson has embraced its superstar food by organizing a dedicated festival around the versatile agave, A Place at the Global Table opening up a series of new marketing opportunities.  Attendees also joined in tours of the San Xavier A look at how the fi rst months of Délice Network membership have benefi ted Tucson from Felipe Cooperative Farm to learn about healthy farming Garcia, Visit Tucson’s Executive Vice President and our representative to the Délice Network. practices and growing traditional crops to support economic development within a Native American How has membership positioned Tucson internationally? community. They toured Mission Garden to Membership has helped validate Tucson as a great destination for gastronomy. The fact that key learn about preservation of agricultural heritage stakeholders from Barcelona, Brussels, Cali, Gaziantep, Lyon, Madrid and many others came to Tucson and cultivation of heirloom fruit orchards and and engaged in a positive conversation supports Tucson’s position in this area. It feels great to be invited vegetable gardens and the historic Presidio District to the table with some amazing cities of gastronomy from around the world. for gastronomic talks and tastings. The attendees heard from experts at the University of Arizona’s How has Délice participation benefi ted Tucson? Center for Regional Food Studies and the Desert It is a plus for Tucson that we now have access to such outstanding information and best practices. We Laboratory on Tumamoc Hill as well as organizers of already have a list of projects that other cities have implemented that we want to study. We were very local food events such as Tucson Meet Yourself. The encouraged by the dialogue and interaction between the members of the network. Even though this was guests tasted foods featured on the tours during meals our fi rst o© cial meeting, we were treated as an equal partner to those with more seniority. prepared by local chefs and bartenders.

2018-19 Annual Report & 2019–20 Marketing Plan | 20 21 | Visit Tucson VISIT TUCSON’S De–ArMeTs

MARKETING

PR & COMMUNICATIONS

SALES & SERVICES

TUCSON SPORTS

MEXICO MARKETING

TOURISM

FILM TUCSON

PARTNERSHIP & VISITOR SERVICES

Saguaro National Park West

2018-19 Annual Report & 2019–20 Marketing Plan | 22 mARkeTIng Highlights 2018-19

• Released a new Tucson hero video which received over 800,000 The primary goal of Visit Tucson’s marketing department is to engage views. Partnering with Matador Network, one of the world’s top leisure, business and international travelers with the “Free Yourself” travel sites, Visit Tucson produced and released a new three-minute, brand and to inspire them to experience everything metro Tucson attention-grabbing video showcasing some of the top things to do and and Southern Arizona have to off er. Through research and analysis, places to go in Tucson and Southern Arizona. By the end of the 2018- potential visitors from key markets are identifi ed and targeted with 19 fi scal year, the video had received over 800,000 views across relevant content and branded advertising deployed seasonally Visit Tucson and Matador Network channels. The video included through a variety of media channels. Marketing also produces advertising a variety of attractions, activities and restaurants combined with a and marketing communications for the agency and for the destination. soundtrack provided by Tucson local musicians.

Despite exceptional growth in recent years, Visit Tucson’s media • Increased website engagement by adjusting our media strategy. budget is still relatively small when compared to many destinations Through increased digital marketing and data-driven targeting, Visit in our competitive set. Keeping in mind this competition and the Tucson saw a 6% increase in time-on-page and a 2% decrease in need to adjust with changing consumer habits, a paid media strategy bounce rate for VisitTucson.org. We also saw a 5% increase in fl ight that focuses primarily on digital platforms has been adopted to more bookings made by website visitors as tracked by our data partner, accurately target specifi c audiences and better evaluate campaign ADARA Analytics. return on investment (ROI). • Invested in new fi rst-party research from Longwoods International. Visit Tucson entered into an agreement with Longwoods International "Through increased digital to receive survey data from its longstanding Travel USA study. This behavioral and demographic data will be used to defi ne new marketing marketing and data-driven tactics and targeting by giving us better insight into important data targeting, Visit Tucson saw a 6% points relating to trip planning, booking, length of stay, expenditures, accomodations, activites and more. UA Biosphere 2 increase in time-on-page and a 2% decrease in bounce rate for VisitTucson.org."

23 | Visit Tucson Taking a 360° Approach 2018-19  KEY PERFORMANCE INDICATORS Visit Tucson recently partnered with the industry- leading 360° experience company, Threshold 360, to capture immersive visual content from 1,110,438 1,359,695 hundreds of locations around Tucson and UNIQUE WEBSITE SOCIAL MEDIA Southern Arizona. This hybrid of 360° video and USERS ENGAGEMENTS photo technology will allow us to embed amazing 360° experiences live across our website including on partner listing pages.

In addition to our ability to embed these 360° Priorities 2019-20 videos on our website, we will also be able to use them to create custom maps that can be • Place media and content on top travel platforms Tucson Top 10 Markets provided to meeting planners, event organizers, with an emphasis on new and emerging platforms for Visitor Spending fi lm production crews, journalists and other that currently lack metro Tucson content. customers. This added layer of visual storytelling • Develop a more robust media plan geared toward 1. New York 6. Denver * will allow us to provide an enhanced view of our marketing to Canadian consumers. 2. Los Angeles * 7. Washington, DC destination’s assets in one easy-to-use interface. 3. San Francisco* 8. Seattle* • Begin the process of updating our branding And this technology means much more than 4. Chicago* 9. Atlanta* by compiling research and reviewing competitive simply enhancing the visual experience. According destinations before ultimately sending out a 5. Phoenix* 10. Dallas* to Google, adding interior 360° experiences to a branding request for proposals (RFP). search result doubles the chances someone will visit a location in person. • Align marketing messaging and tactics with the Source: 2016 Visitor Analysis new 10-year Metro Tucson Tourism Master Plan. *Denotes nonstop fl ight market

2018-19 Annual Report & 2019–20 Marketing Plan | 24 pR & cOMMUnicATIonS Highlights 2018-19

The department of public relations and communications • Generated 189 articles, an increase of 17% over the previous generates coverage of metro Tucson and Southern year. One of this year’s highlights was the article entitled “36 Hours Arizona in national and international publications. in Tucson” which ran in The New York Times in September 2018. The PR team pitches story ideas to journalists and Additionally, articles featuring Tucson ran in several of the largest infl uencers, conducts media missions in key cities, and circulation newspapers in the country including USA Today, Washington hosts site visits and familiarization tours (FAMs) of our Post, Los Angeles Times, Chicago Tribune and Denver Post. area. PR & Communications manages production of the Tucson Offi cial Travel Guide and the Visit Tucson • Hosted 95 travel writers on press visits and FAM trips, an increase e-newsletter and other content for leisure travelers, of 16% over the previous year. In September 2018, the Association and also handles social media marketing and local of Food Journalists held their annual conference in Phoenix. As media relations. conference sponsors, Visit Tucson was able to off er the only offi cial familiarization tour associated with the conference, which brought 20 food infl uencers from across the country to Tucson. In April 2019, the Western Chapter of the Society of American Travel Writers held their annual meeting at White Stallion Ranch. With two pre-tours and one “Foodies, cyclists and the post-tour off ered, 19 travel writers extended their stays in Tucson and Southern Arizona. aesthetically inclined will fi nd much to like in this desert • Expanded and accelerated distribution of the 2019 Tucson Offi cial city.” The New York Times, Travel Guide. This past year, Visit Tucson expanded distribution of the Tucson Offi cial Travel Guide through social media eff orts, e-newsletter September 2018 pushes and a website redesign that made it easier than ever for interested consumers to request a guide. New for 2019, we began distributing the guide at Phoenix Sky Harbor International Airport. These additional eff orts have accelerated distribution such that we anticipate distributing all the 2019 guides before the end of the year. Colossal Cave Mountain Park Thus, the 2020 guide will be available in November 2019.

25 | Visit Tucson 2018-19

KEY PERFORMANCE INDICATORS Getting Social with Community 189 $33M 3B 95 ARTICLES VALUE OF MEDIA IMPRESSIONS TRAVEL MEDIA  COVERAGE HOSTED Visit Tucson brought its social media e§ orts in-house two years ago to ensure more authentic Priorities 2019-20 and accurate messaging that is better connected to the community we serve. And it worked! • Increase earned media coverage by continuing Social engagements in 2018-19 increased 105% to push Tucson’s UNESCO City of Gastronomy over the previous fi scal year with more than 1.3 designation, while expanding our message to include million combined engagements on Facebook, Tucson’s competitive amenities for mountain biking Instagram and Twitter. and road biking. Our fastest growing platform is Instagram, which • Update Visit Tucson’s content marketing plan added more than 15,000 new followers and to focus on the strategic creation, distribution and generated nearly 832,000 engagements in 2018- tracking of compelling content across all owned and 19, increases of 53% and 98% respectively over paid media, thereby ensuring our brand messaging is the previous year. This was achieved by focusing consistent and relevant across all platforms. on sharing spectacular images that showcased our destination and the “Free Yourself” brand. • Grow social media engagements by 50% through Other strategies included tracking and replicating a combination of paid and organic posts. This will successful posts; sharing relevant posts from other follow 105% growth in engagements in 2018-19 over users to draw engagement: attracting attention 2017-18 which was achieved primarily through organic from Instagrammers who hoped we might share activity. Due to algorithm changes and maturation of their posts with our larger audience; and organizing our audiences, we can no longer plan to see the same regular take-overs with like-minded users. results through organic growth only.

2018-19 Annual Report & 2019–20 Marketing Plan | 26 sALEs & SERVIcES Highlights 2018-19

Visit Tucson’s convention sales department markets • A big year for SMERF (Social, Military, Educational, Religious & metro Tucson for national and international Fraternal) business. Our focus on “off -peak” dates and patterns for the meetings and conventions. Sales works with hotel and resort market resulted in 61 bookings, including the 2020 meeting planners locally and in target cities to National Convention of USSVI (United States Submarine Veterans, Inc.) generate bookings for the city’s hotels, resorts and with 1,450 contracted room nights for August 2020; this was booked unique meeting venues and for Tucson Convention following a familiarization tour (FAM) for nine highly-qualifi ed military Center. After a booking is secured, the convention reunion planners. To boost attendance, we will promote metro Tucson services department connects the planners with at the 2019 USSVI convention in Austin. We also secured an additional partner businesses and resources. The convention 11 qualifi ed requests for proposals and three confi rmed site visits services director represents Visit Tucson for the after selling metro Tucson at the Religious Conference Management Tucson Gem, Mineral & Fossil Showcase and is liaison Association EMERGE tradeshow. for show owners, operators and vendors with the City of Tucson and Pima County. • Hosted 254 qualifi ed meeting planners on FAM trips and site inspections. We welcomed 124 individual customers participating in site inspections with a current and future year value of 197,038 room nights, “The gem show buyers’ spending of which 102,703 have already been converted as defi nite. We hosted seven separate FAMs for 130 qualifi ed planners. Additionally, Services has increased because we are sent 172 partner requests and referrals in fi scal year 2018-19, exceeding attracting more buyers from its goal by 14.6%. outside Southern Arizona. Out-of-town buyers traveled here • Booked 156 groups using Visit Tucson’s Master Account Incentive program, which resulted in 93,856 total contracted room nights. from 42 states and 17 countries." This successful program, which launched in 2009, credits the master accounts of qualifi ed meeting planners who book a meeting with a minimum two peak nights. The credit amount ranges from $500 to JW Marriott Tucson Starr Pass Resort $5,000, depending on the number of peak rooms.

27 | Visit Tucson Gem Show Shines at $131M  The 2019 Tucson Gem, Mineral & Fossil Showcase generated $131 million in direct spending, including 2018-19 A Tucson Gem Show $13 million in local tax revenue, according to an KEY PERFORMANCE INDICATORS economic impact study funded by Visit Tucson.

983 347 357 $70M This year’s showcase, February 2-17, encompassed 171,746 48 individual shows and an estimated 4,882 LEADS MEETINGS MEETINGS ECONOMIC ROOM NIGHTS SERVICED BOOKED IMPACT exhibitors (up from 40 shows and 4,480 exhibitors in 2014). There were an estimated 65,604 visitors Priorities 2019-20 to the shows, up 31.7%, and $13 million in local taxes collected – a 21.5% increase over 2014. Direct • Develop an incentive package to attract bookings for new and planned downtown spending associated with the event increased from Tucson hotels. Market to meeting planners shopping for second-tier destinations o§ ering $120 million in 2014 to $131 million (+9%) in 2019. value and unique experiences. These fi ndings are from a research project conducted by Tucson-based FMR Associates, which • Continue to sell Tucson’s strengths that match programming trends for meetings and also administered studies on the showcase in 2000, conventions, such as using nature, sustainable culinary and health-and-wellness activities to spark creativity in meetings. 2007 and 2014. More than 1,500 owners, exhibitors and buyers were surveyed on expenditures like food, • Support continued expansion of the Tucson Fall Gem Show in September. This fall housing and transportation to measure the direct o§ -shoot of the winter Tucson Gem, Mineral & Fossil Showcase has grown to seven from spend, taxes and economic impact on Tucson, Pima three shows over the last few years. County, Oro Valley and Marana.

2018-19 Annual Report & 2019–20 Marketing Plan | 28 TUcSon SpORTS Highlights 2018-19

Visit Tucson’s sports marketing department, Tucson • Booked 63 collegiate rugby teams at Kino Sports Complex. Sports, is charged with securing sporting events The teams, including the University of Arizona Men’s Rugby Team, that require hotel rooms and fi ll venues throughout participated in the USA Rugby College 7s National Championship on the metro Tucson area. Tucson Sports pursues Memorial Day weekend. USA Rugby said this event was the largest in professional, amateur and youth sporting events at the tournament’s history, and coverage was live-streamed on FloRugby all levels (regional, national and international) whose and posted on Visit Tucson’s Instagram page and USA Rugby Twitter. needs match the facilities and fi elds in Pima County, City of Tucson and Town of Oro Valley. Tucson • Expanded relationships with pro and semi-pro international baseball Sports also off ers local sports organizers assistance teams. As a result, Visit Tucson increased associated room nights needed to grow their existing events while targeting booked by 4% in 2018-19 over 2017-18. We hosted South Korean new events to fi ll need periods. professional teams KT Wiz, NC Dinos and Nexen Heroes for 2019 spring training, along with the Mexican League's Tijuana Toros at Kino Sports Complex and Reid Park Annex Fields.

• Marketed Tucson at Connect Sports’ Diversity Events Summit. We “The USA Rugby College 7s conducted face-to-face appointments with 25 organizations, resulting National Championship at Kino in leads for at least fi ve prospective tournaments that metro Tucson can Sports Complex turned out host in 2021 and beyond. Among the summit’s 60 participants (event planners and suppliers) from 55 organizations were decision-makers to be the largest event in the from North American Gay Volleyball Association, International Gay tournament’s history.” Rugby, and National Wheelchair Basketball Association.

• Filled almost 11,000 room nights in March 2019 through partnership with Tucson Invitational Games (TIG). The Tucson-based TIG hosted 59 collegiate baseball and 66 collegiate softball teams for spring training

Kino Sports Complex competitions at Lincoln Regional Park and Kino Sports Complex.

29 | Visit Tucson 2018-19 Priorities 2019-20 Women on the Rise KEY PERFORMANCE INDICATORS • Promote ož erings at the expanded Kino Sports  Complex using a comprehensive, dedicated media The 2019 FIFA Women’s World Cup was the most 63 31,929 plan. Secure events compatible with Kino Sports watched in history and engaged fans on a large scale. GROUPS/EVENTS OVERNIGHT GUESTS Complex’s 12 new multipurpose, lighted fi elds and A 2018 Nielsen Sports Women’s Research study 20 pickleball courts, opening in early 2020. Tap found, “Of the 84% of general sports fans today into demand for soccer, rugby, lacrosse and other worldwide with an interest in women’s sports, 43,758 $24M growing nontraditional prospects like pickleball and 51% of these are men, which shows both men and fl ag football while continuing to recruit new business CONTRACTED ECONOMIC women can be consumers of women’s athletics.” ROOM NIGHTS IMPACT in Tucson’s top three traditional sports markets (baseball, softball and soccer). Visit Tucson’s plans to pursue this market in 2019-20 include: • Identify and generate leads and bookings in • Mighty Mujer All-Women Triathlon. Booked for emerging and niche markets, from qualifi ed sports second year at Oro Valley Aquatic Center and Naranja prospects, such as women’s teams, adaptive sport Park in Oro Valley. Last year, this race brought in competitions and LGBTQ+ leagues, working one- 155 registered participants and 138 fi nishers. on-one in meetings and via hosted in-bound familiarization tours (FAMs). • Connect Sports’ Women in Sports Tourism Forum. The fourth annual Forum will debut a Women in • Launch the “Visit Tucson Sports Ready” program Tourism component when it meets at the Westin La to educate the local community about opportunities Paloma Resort. to work with Tucson Sports on mutually successful • Meet Play Love Tennis. This women’s team events and tournaments. Host a series of information- tennis getaway has become an annual event at El Women's' Rugby and-networking sessions for local sports organizers, Conquistador Tennis. Last year, it drew more than facilities, hotels, vendors and suppliers. 50 teams with over 300 attendees.

2018-19 Annual Report & 2019–20 Marketing Plan | 30 mexIco MARkEtIng Highlights 2018-19

Visit Tucson’s Mexico marketing department works • Applied successfully for Tucson’s membership in the Délice Network. to increase the number and duration of overnight Prepared and submitted Visit Tucson’s application to join the exclusive stays by visitors from Mexico. The department international group, which works to expand economic opportunities and trains partner businesses in metro Tucson to be promote quality of life through gastronomy-based urban development. “Mexico ready,” and creates and coordinates Tucson was accepted as one of only two U.S. cities (with Chicago) in the campaigns in Mexico that advertise Tucson as network, which includes destinations such as Barcelona, Guangzhou, the preferred destination for shopping, dining, Kobe, Lyon and Montreal. events and other leisure pursuits and for medical tourism. The department’s marketing program in • Secured the Délice Network Gathering for Tucson in conjunction Mexico, including two visitor centers in Sonora (in with the Agave Heritage Festival. Bringing together 35 industry leaders Hermosillo and in Ciudad Obregón), is branded from 15 cities in Mexico, Europe, Asia and North and South America, Vamos a Tucson (“Let’s Go to Tucson”). Additionally, this conference included educational sessions on culinary culture, panel Mexico Marketing collaborates with government discussions regarding best practices and local tours highlighting Tucson’s offi cials, economic development agencies and gastronomic heritage. Working in collaboration with Hotel Congress to community leaders in Arizona and Mexico on showcase the Agave Heritage Festival, international mixologists from mutually benefi cial tourism and trade initiatives. member cities were paired with Tucson peers and invited to participate in the festival in events that were also open to the public. Mexico is by far the largest source of international visitors to Arizona with 3.8 million overnight trips in • Hosted a Tucson Health Association reception for physicians 2018, according to the Arizona Offi ce of Tourism. and hospital leaders. The 49 attendees represented Tucson (Banner Mexican visitors contribute an estimated $1 billion to University Medical Center, Carondelet St. Joseph’s Hospital, Northwest metro Tucson’s economy every year, according to Healthcare, Tucson Medical Center) and Hermosillo (Hospital CIMA University of Arizona statistics. and Hospital San Jose). The group made plans for the Binational Health Alliance, a program to generate doctor-to-doctor referrals on both sides

HUB Restaurant & Ice Creamery of the border.

31 | Visit Tucson Rallying the Partners  Vamos a Tucson led Visit Tucson’s response to 2018-19 threats that the U.S.-Mexico border would close Casino Del Sol just days before this year’s Easter holiday, a popular KEY PERFORMANCE INDICATORS time for Sonora vacationers and shoppers visiting metro Tucson. 20,300 2,848 1,250 CONSUMER & TRADESHOW ROOM NIGHTS CLIENTS REGISTERED IN When President Trump announced that he would ATTENDANCE BOOKED VIA VAMOS VAMOS REWARDS LOYALTY close the border if Mexico did not collaborate with PROGRAM the U.S. in stopping the fl ow of asylum-seekers, Tucson-bound Sonora travelers began calling Priorities 2019-20 the Visit Tucson-Sonora visitor centers worried they would incur penalties or be prevented from • Promote updated Vamos a Tucson website and • Continue marketing partnership with Délice returning home if the border abruptly closed. new Booking.com hotel reservation system in Network. Arrange for a Tucson chef to represent Vamos a Tucson rallied our partner hotels, and Mexico. Additionally, relocate the Visit Tucson visitor our city and share a local farm-to-table cooking many ož ered to waive cancellation fees for center in Hermosillo to a centrally located new approach at the Délice Gathering in Norway in anyone až ected by a potential border closure. building near the new U.S. Consulate in Hermosillo. September 2019. To spread word of the o§ er and urge vacationers to continue with their plans, Vamos staž • Leverage relationships in Mexico to reinforce • Launch the Binational Health Alliance partnership, communicated with hotels, news media and Tucson’s position as an international fi lm a collaboration between Tucson Health Association community partners on both sides of the border production hub. Collaborate on Southern Arizona- and Private Hospitals of Sonora Association, intended and quickly executed a campaign of social media, Northern Sonora fi lmmaking exchanges and on- to generate doctor-to-doctor referrals between TV and radio. As a result, Visit Tucson secured location fi lming opportunities with Film Tucson, both associations. Continue o§ ering concierge-like strong visitation during a peak season for Mexican Arizona Film O© ce, O© ce of Tourism in Sonora and services to Mexican visitors seeking medical care in visitation to metro Tucson. producers on both sides of the border. Tucson via the Tucson Health Association.

2018-19 Annual Report & 2019–20 Marketing Plan | 32 TOURISM Highlights 2018-19

Visit Tucson’s tourism department promotes • Partnered with Brand USA to host 15 travel agents on a four-night Tucson and Southern Arizona as a leisure FAM tour that focused on Tucson and Southern Arizona. destination to domestic and international receptive Each year, Brand USA coordinates a mega-FAM to bring 100+ travel operators, tour operators, travel agents and group agents from the U.K. and Ireland to experience diff erent regions of tour companies. Other duties include: conducting the U.S. At the conclusion of this year’s FAM, all the agents gathered seminars to educate travel professionals about in Phoenix/Scottsdale for the fi nal nights, giving us an additional how best to market our destination; connecting opportunity to participate in one-on-one appointments with attendees clients directly with partner hotels and attractions who visited other regions. using a strategic sales approach; collaborating with tour operators on cooperative advertising; and • Participated in “Boomers in Groups,” the most important Tour & coordinating site inspections and familiarization Travel conference for reaching this key demographic group. During (FAM) tours so travel professionals can experience the conference we met with 35 tour operators and promoted two, the region fi rst-hand. newly created itineraries especially designed to appeal to this market. For the fi rst itinerary, we partnered with the University of Arizona to develop the “UA Science Tour” featuring a variety of campus attractions. For the second itinerary we partnered with Santa Cruz County and “Not only did the Tucson Diamond Transportation to develop “Destination Tubac and Tumacácori”. conference break attendance • Collaborated with nine tour operators and receptive operators on records, but the attendees’ positive cooperative marketing campaigns to increase awareness of Tucson and reviews classifi ed it as the most Southern Arizona as a leisure destination and drive bookings through successful NTA Contact to date.” these operators.

Tanque Verde Ranch

33 | Visit Tucson 2018-19 Turning Business Into Fun KEY PERFORMANCE INDICATORS  The National Tour Association (NTA) hosts two 1,460 meetings each year. In fall, NTA Exchange is a CLIENTS INFLUENCED marketplace that brings together North American 142 tour operators and suppliers from around the LEADS 4,019,000 world. In spring, NTA Contact is a more intimate BROCHURE IMPRESSIONS gathering with educational sessions, roundtable White Stallion Ranch discussions and networking.

In March 2019, NTA Contact was hosted by Visit Tucson and Westward Look Wyndham Grand Resort 2019-20 Priorities and Spa. The welcome reception was at Tohono • Restructure the tourism department with two sales managers focused on Chul and the closing dinner was at Old Tucson. di§ erent geographic markets and supported by an administrative assistant. The program included educational sessions on Review and evaluate tradeshows, sales missions and cooperative marketing property and o§ -site excursions, and many attendees campaigns with an emphasis on opportunities that drive measurable room nights. extended their stay. Hosting NTA Contact was a chance to promote our • Drive more incremental group and FIT (Fully Independent Traveler) business destination to 85 key decision-makers who book from Canada, given the importance of the Canada market, by leveraging e§ orts and sell packaged travel. Not only did the Tucson of the marketing and communications departments. conference break attendance records, but the attendees’ positive reviews classifi ed it as the most • Identify domestic and international bicycle tour operators and collaborate successful NTA Contact to date. with them to introduce new Tucson product or expand existing product.

2018-19 Annual Report & 2019–20 Marketing Plan | 34 fILM TUcSon Highlights 2018-19

Visit Tucson’s fi lm offi ce, Film Tucson, promotes • Worked closely with a new MTV series titled BORDER LIFE, which metro Tucson and southeastern Arizona as a fi lmed for 76 days in Pima and Santa Cruz counties, booked 1,869 location for fi lm, television and commercial room nights with additional spending valued at a total of $2.3 million. advertising that generates economic impact via The series was cast entirely with young people from Tucson, Sahuarita spending on wages, production services, lodging and Nogales. With Southern Arizona locations, cast and storylines, this and rental cars. Finished productions also can raise 10-episode series is a likely source of invaluable publicity for Tucson awareness of the region as a travel destination. In an among its millennial target audience. eff ort to make Arizona a more competitive place to fi lm, Film Tucson advocates for statewide incentives • Targeted and secured projects that do not require government tax and helps to grow the local fi lm industry by assisting incentives, including reality TV, commercial advertising, both print and fi lmmakers, promoting Tucson crew and businesses, video, and independent feature fi lms. Film Tucson garnered 137 leads and collaborating with Tucson-based Independent that resulted in 53 productions bringing over 20 reality TV episodes, 10 Film Arizona, UA Hanson FilmTV Institute, the UA high-profi le commercial print shoots, a dozen commercials and two School of Theater, Film and Television, and others. independent fi lms, one of which, THE BELLMAN, was fi lmed at Loews Film Tucson also works with fi ve local fi lm festivals Ventana Canyon Resort, among other projects. Of these, 30 were from to host fi lmmaker prospects to familiarize them with companies outside the U.S. the area as a production location. • Pitched Tucson to decision-makers at three marketing events: The U.K.’s FOCUS: The Meeting Place for International Production resulted in two site visits, one indie fi lm, and two TV episodic projects; the Sundance Film Festival resulted in three subsequent site visits by directors, one of which is a lead for a $5 million feature; the Realscreen West tradeshow resulted in negotiations for two pitches, one with the History Channel and one with NeonTV.

Barrio Viejo

35 | Visit Tucson 2018-19

KEY PERFORMANCE INDICATORS A One-Stop Shop 4,751 $9.6M 2,751 53 137 ROOM NIGHTS DIRECT SPENDING JOB DAYS PROJECTS LEADS  Modern Studios, which celebrated its grand opening in January, is the latest addition to Tucson’s burgeoning fi lm scene. Modern Studios is a Priorities 2019-20 major selling point for Film Tucson in its ež ort to attract more production projects to Tucson and • Distinguish Film Tucson from any other fi lm o« ce in the U.S. by serving as the key Southern Arizona. contact for a “Border Ready” fi lm program that will streamline the cross-border fi lmmaking process for production companies globally. The 12,000-square-foot indoor facility strengthens Tucson’s position as a national and regional • Collaborate with Vamos a Tucson, Arizona Film O« ce, Sonora Tourism O« ce, Tucson hub for video and audio production, innovative Cine Mexico and other local and federal authorities, and partners in Mexico to develop, commercials and fi lm and one-stop digital. With execute and market the new “Border Ready” program, which will target the international 7,000 square feet of production studio space, fi lmmaking community. including two stages, 19-foot ceilings, roll-up doors and state-of-the-art motion picture equipment, it is • Develop and execute a plan to use new 2018-19 Film Tucson research that compares a the largest production studio in Arizona. $5-million-and-under independent feature fi lm budget for fi lming in Southern Arizona with As a production facility that meets Hollywood’s an equivalent budget for fi lming in New Mexico where Southern Arizona comes out ahead. professional standards, Modern Studios makes Market these fi ndings to specifi c productions in the $5-million-and-under range to show Tucson an even more desirable destination for that Tucson is the better fi lmmaking location. the fi lmmaking industry. And Film Tucson is already sending clients its way. • Continue to increase economic impact from fi lm productions in Southern Arizona using innovative marketing, customer service, and collaboration with the state fi lm o© ce directed at projects that do not require incentive o§ ers, such as reality TV and video and print commercial advertising productions.

2018-19 Annual Report & 2019–20 Marketing Plan | 36 pARtnERshIp & Highlights 2018-19 VISITOR SERVIcES • Developed a Certifi ed Tourism Ambassador™ (CTA) program. The CTA program aims to increase tourism by inspiring frontline hospitality employees, volunteers, and other members of the community to work Visit Tucson’s partnership and visitor services together to turn every visitor encounter into a positive experience. department serves as the liaison between Visit Tucson and its travel industry partners in metro • Hosted 16 partner events with 950 attendees who were presented Tucson and Southern Arizona. The department information on varied topics. The topics included industry forecasts, provides visitors with destination information and sales and marketing tips, using social media for diff erent demographics, connects them to Visit Tucson partner businesses and learning about new local business partners. off ering local experiences that can enhance their stays. The Partnership team strengthens relationships • Enhanced partner engagement through personal interactions. with partners through regular communications, Staff conducted more than 180 one-on-one partner benefi t reviews training sessions and exclusive events. and 186 partner visits.

Priorities 2019-20

• Off er CTA certifi cation training to more than 100 individuals.

• Partner with Pima County to open the Southern Arizona Heritage & Visitor Center in the Historic Pima County Courthouse building.

• Engage partners with implementing the Metro Tucson Tourism Master Plan.

Historic Pima County Courthouse

37 | Visit Tucson CTA Training: How Can We help? 2018-19  KEY PERFORMANCE INDICATORS Let us count the ways. Answering questions. Giving directions. Referring partners. Providing transportation. These are just a few of the ways that 482 186 187 34,125 36 frontline employees drive the customer experience. PARTNERS PARTNER VISITS PARTNER VISITORS COMMUNITY Our new Certifi ed Tourism Ambassador™ (CTA) PROSPECT VISITS ASSISTED INVOLVEMENT ACTIVITIES program is one way we are providing education within metro Tucson communities about the economic development potential of tourism activities.

Visit Tucson’s CTA program, Tucson Tourism Ambassador, provides comprehensive training designed to help improve the visitor experience. Frontline industry employees will learn about the wide variety of things to do here so they are better prepared for the inevitable question “what should we do while we’re here?” A focus on customer service will teach attendees how to turn complaints into compliments and ensure visitors return home with positive memories. Information about the value of tourism in this region will instill a greater understanding of the work we do and its value to the community. We will collaborate with our regional partners to promote the program to individuals and businesses so we can assist them in increasing or enhancing their

Partner Event at Culinary Dropout travel and tourism opportunities.

2018-19 Annual Report & 2019–20 Marketing Plan | 38 bO†rD sEvIe › SaK hOŸdE P†rTcI–aToN Visit Tucson sta collaborated with 61 boards, committees and civic and professional organizations in fiscal year 2018-19. 

• Agave Heritage Festival • Meeting Professionals International, • Sun Corridor Inc. • Arizona Film & Media Coalition Arizona Sunbelt Chapter • Tohono O’odham Gaming Enterprise • Arizona Lodging & Tourism Association • NOVA Home Loans Arizona Bowl • Town of Oro Valley • Arizona-Mexico Commission • Park Tucson Commission • Tucson Airport Authority • Arizona Society of Association Executives • Pascua Yaqui Tribe • Tucson Association of Realtors • Arizona-Sonora Desert Museum • Patronato San Xavier • Tucson Business Alliance • Arizona Town Hall • Pima Association of Governments Economic • Tucson Cine Mexico • Arts Foundation for Tucson and Southern Arizona Vitality Advisory Committee • Tucson City of Gastronomy • Big Brothers Big Sisters of Southern Arizona • Pima Association of Governments, Regional • Tucson Clean & Beautiful • City of Tucson Action Network • Tucson Conquistadores • Délice Network • Pima Association of Governments Regional • Tucson Festival of Books • Destination Marketing Association West Transportation Authority • Tucson Hispanic Chamber • Destinations International Sales & • Pima Community Colleges • Tucson Jazz Festival Marketing Committee • Pima County • Tucson Metro Chamber • Downtown Tucson Partnership • Pima County Loop Advisory Committee • Tucson-Mexico Sister Cities • El Tour de Tucson Task Force • Pima County Sports & Tourism Authority • Tucson Young Professionals • Festivals & Events Association of Tucson & Southern Arizona • Rio Nuevo • Up with People International Alumni • Friends of Saguaro National Park • Santa Cruz Valley Heritage Alliance Association • Girl Scouts of Southern Arizona • SKAL Club of Tucson • U.S. Department of Commerce, • Governor’s Tourism Advisory Council • Southern Arizona Arts & Cultural Alliance District Export Council • Greater Tucson Leadership • Southern Arizona Attractions Alliance • United Way of Tucson and Southern • Green Valley-Sahuarita Chamber of Commerce • Southern Arizona Leadership Council Arizona, Audit Committee • Los DBacks Ambassadors • Southwest Folklife Alliance • University of Arizona

39 | Visit Tucson Photo by DeGrazia Foundation

DeGrazia Gallery in the Sun

2018-19 Annual Report & 2019–20 Marketing Plan | 40 vIiT tUsO SaF£ DrEtOy Visit Tucson employs 39 full-time and seven part-time employees. 

Administration Communications & Tourism Liz Silva Marianna Salgado Brent DeRaad Medical Tourism Coordinator* Mary Rittmann Tourism Sales Manager President & CEO [email protected] Vice President of Communications [email protected] [email protected] & Tourism Marketing [email protected] Isela Cano Roni Thomas Administrative Assistant Chief Financial O¥cer Lee McLaughlin Communications [email protected] [email protected] Vice President of Marketing Dan Gibson [email protected] Senior Director of Communications Sales, Services & Sports Misty Mosley [email protected] Accounting Coordinator* Rusty Boulet-Stephenson Graeme Hughes [email protected] Graphic Designer Cindy Aguilar Senior Vice President of Sales [email protected] PR & Communications Manager [email protected] Kelly Reed [email protected] Administrative Receptionist Judith Romo Sales & Services [email protected] Graphic Designer Elizabeth Felix Jane Roxbury [email protected] Content Marketing Manager Director of Convention Services Vingo Garrett [email protected] [email protected] O©ce Coordinator* Julie Pulliam [email protected] Production Coordinator James Ježeries Mary Meade [email protected] Social Media Manager Associate Director of Sales Mexico Marketing jje§[email protected] [email protected] Hope Smyth Felipe Garcia Information Technology Manager Deborah Melcher Roxanne Erickson Executive Vice President [email protected] Content & Calendar Editor National Sales Manager [email protected] [email protected] [email protected] Ed Farias Tourism Marisol Vindiola Joy Johnson Network Systems Administrator Jalyssa Gasmen Director of Mexico Initiatives National Sales Manager [email protected] Tourism Sales Manager [email protected] [email protected] [email protected]

41 | Visit Tucson Brooke Sauer Nick Pazzi Elva Carbajal National Sales Manager Sports Sales Manager Visitor Information Specialist* [email protected] [email protected] [email protected]

Pamela Traficanti Partnership & Visitor Kim Lauber National Sales Manager Services Visitor Information Specialist* [email protected] [email protected] Vanessa Bechtol Mary Lou Robinson VP of Strategic Initiatives Film Tucson Partner Relations & Services Manager [email protected] [email protected] Shelli Hall-Lipinczyk Partnership Director Julie Braunstein Natalie Bedolla [email protected] CRM Administrator Partner Marketing Manager [email protected] [email protected] Peter Catalanotte Project Manager Maria Ramirez Meredith Lipscomb [email protected] Administrative Assistant Partner & CTA Manager [email protected] [email protected] Mathew Bogaert Assistant* Bernice K. Villa Visitor Services [email protected] Administrative Assistant Socorro Carrizosa [email protected] Visitor Center Supervisor [email protected] Sports Luchie Javelosa Ruth Allard Sports Sales Manager Visitor Information Specialist* [email protected] [email protected] *Part-time position

2018-19 Annual Report & 2019–20 Marketing Plan | 42 contAct Us  Visit Tucson Connect with Us: 115 N. Church Avenue, Suite 200 VisitTucson.org Tucson, Arizona 85701 VamosaTucson.com 520-624-1817 FilmTucson.com 800-638-8350 Fax: 520-884-7804 Facebook - facebook.com/VisitTucson Tucson Visitor Center Instagram - 811 N. Euclid Ave. instagram.com/VisitTucson Tucson, Arizona 85719 VisitTucson.org/visitor-center YouTube - youtube.com/VisitTucson Tucson Visitor Information: 520-624-1817 ext. 155, [email protected] Twitter - twitter.com/VisitTucsonAZ Partner Information: 520-624-1817 ext. 131 Visitor Center Hermosillo: 01 (662) 213-7282 Pinterest - Visitor Center Cd. Obregón: 01 (644) 413-66-48 pinterest.com/VisitTucson VAMOS A TUCSON VISIT TUCSON SPORTS FILM TUCSON

115 N. Church Ave, Suite 200 Tucson, AZ 85701 800.638.8350 VisitTucson.org