tempe tourism office · tourism is indeed alive and well in tempe as the study reports that, in...

Tempe Tourism Office

Annual Report for FY16/17&

Marketing Plan for FY 17/18

Welcome

Vision: To be the most trusted source of travel information for the City of Tempe.

Mission: To promote the City of Tempe as a desirable leisure and business travel destination.

Dear Friends and Colleagues:

The Tempe Tourism Office team is pleased to present our Annual Report, reflecting 2016-2017 results, and our Marketing Plan for 2017-2018. As always, our goal is to attract visitors to Tempe and create a positive impact for our community.

In March 2017, we received results from an Economic Impact Study conducted for us by a third-party research firm, Tourism Economics. Tourism is indeed alive and well in Tempe as the study reports that, in 2015, Tempe attracted more than 3.7 million visitors who spent more than $730 million. You can find additional details later in this report.

Also, this year Tempe experienced significant growth and progress in many other areas. Some of the highlights include:

Addition of three new hotels, the Hilton Garden Inn Phoenix /Tempe ASU Area, Homewood Suites Phoenix Tempe ASU Area and a new Hampton Inn & Suites Tempe/Phoenix Airport

Expansion of SEA LIFE Arizona Aquarium and addition of Tilt Studio at Arizona Mills Partnership with other Valley communities to host the NCAA Final Four, a national event which generated $3.7 million in

economic impact for Tempe Successful continuation of our long standing premier events, Rock n Roll Arizona Marathon & Marathon and Ironman

Arizona, which attracted participants from every state and 32 countries, and generated more than $5 million for Tempe Expanded marketing presence through an increase in our social media interactions to 209,978, a 47% increase over the

prior year

As you review our accomplishments from last year and our planned activities for this fiscal year, please feel free to reach out to us and share your thoughts. By working together, we know this will be another impressive year for tourism in Tempe.

Sincerely,

Stephanie Nowack Michael ReedPresident & CEO Board Chair

2

Table of Contents

Annual Report FY 16/17 & Marketing Plan FY 17/18

Marketing Plan FY17-18 17 Marketing Plan 18 Goals, Objectives, Tactics 19 Budget FY 17/18 20 Key Initiatives 21 Advertising Plan FY 17/18 22 Advertising Placement 23 Collateral Development 24-25 Program of Work

Annual Report FY16-17 4 Strategies & Results 5 Staff Members 6 Board of Directors 7 Lodging Market 8 Revenue & Expenses 9 Highlights for FY 16/17 10 Advertising Placement 11 Tourism Development 12 Communications 13 Digital Strategy 14 Sports Marketing 15 Group Sales 16 Economic Impact

3

Strategies & Results

The Tempe Tourism Office facilitates the connection between targeted audiences and Tempes hospitality partners

Marketing Activities

Audiences

Results

Advertising Group Sales Communications Digital Marketing Sports Marketing ASU Partnerships Tourism Development

Media & Travel Writers Social Influencers Consumers Meeting Planners Sports Rights Holders Travel Trade

Generates revenue for the City of Tempe

Drives more customers to Tempes businesses

Helps sustain a desirable quality of life for Tempes residents

4

Staff Members

Connect With Us

222 South Mill Avenue, Suite 120Tempe, AZ 85281480-894-8158 / 800-283-6734

[email protected]/tempetourismYouTube.om/tempetourismTwitter.com/tempetourismPinterest.com/tempetourismInstagram.com/tempetourism

Finance & Administration Stephanie Nowack President & CEO Ginger Dude Business Manager

Marketing & Communications Michael Martin Executive Vice President Toni Smith Director of Communications Amy Griglak Digital Marketing Manager Patrick Sesty Content Strategist Nancy Black Tourism Development Manager

Sales & Services James Tevault Director of Sales Matt Connelly National Sales Manager Melora Hathaway National Sales Manager Chris Prince Sports Development Manager Sofia Preston Partnership Development Manager

Visitor Services Alicia Kentz Customer Service Specialist

5

Board of Directors

Executive Committee

Chair Michael ReedASU Gammage

Vice Chair Margaret DunnDunn Transportation

Treasurer Denise Hart NeffVestar Development

Past Chair Deborah OstreicherPhoenix Sky HarborInternational Airport

Ex-Officio Stephanie NowackTempe Tourism Office

Directors Robin Arredondo Savage Arredondo & Arredondo Insurance Kate Borders Downtown Tempe Authority Daryl Crawford Papago Golf Course Derek Crawford ASU Karsten Golf Course Anne Gill Tempe Chamber of Commerce Shelley Hearn City of Tempe Joe Hughes American Airlines Patti Hunt AC Hotel Phoenix Tempe/Downtown John Kane Architekton Bill Kennedy ASU Department of Intercollegiate Athletics Gema Duarte Luna Duarte Luna Consulting, LLC Jim OMeara Courtyard by Marriott Tempe Downtown Ralph Remington Tempe Center for the Arts Greg Ross Four Peaks Brewing Company Eric Sather Tempe Mission Palms Munira Smith Arizona Mills Al Taylor Special Moments Catering and Events Dana Terrazas Desert Botanical Garden Peggy Traister Rustlers Rooste Robin Trick House of Tricks Judi Yates Yates Enterprises, Inc. Josh Yeager Bright Brothers

6

Tempe Lodging Market

Tempe and Metro Phoenix experienced year-over-year growth in all three categories. In spring 2017, Arizona hosted the NCAA Final Four, which contributed to the year-over-year increases. Additionally, the hotel industry improved on a national basis with Phoenix showing continued growth but at a more moderate rate than some other top 25 US markets.

Tempe hotels/rooms = 46/5,916Metro Phoenix hotels/rooms = 460/63,528

*Source: Smith Travel Research Inc. Re-publication or other re-use of this data without the express written permission of STR is strictly prohibited.

7Annual Report FY16/17

Chart1

0.610.58

0.60.58

0.610.6

0.650.63

0.680.65

0.6980.672

Tempe

Metro Phoenix

*Occupancy

Sheet1

TempeMetro Phoenix

201161%58%

201260%58%

201361%60%

201465%63%

201568%65%

201670%67%

Chart1

87104

88106

88109

92114

100121

101.23123.01

Tempe

Metro Phoenix

*Average Daily Rate (ADR)

Sheet1

TempeMetro Phoenix

2011$ 87$ 104

2012$ 88$ 106

2013$ 88$ 109

2014$ 92$ 114

2015$ 100$ 121

2016$ 101$ 123

Chart1

5360

5361

5365

6071

6880

70.7182.69

Tempe

Metro Phoenix

*Revenue Per Available Room (RevPar)

Sheet1

TempeMetro Phoenix

2011$53$60

2012$53$61

2013$53$65

2014$60$71

2015$68$80

2016$71$83

Revenue & Expenses

*The savings resulting from the positive change in net assets are reflected as cash on our balance sheet.

2016-2017 = $2,989,583* 2016-2017 = $3,010,942


Chart1

1368545

1191221

396801

33016

Expenses

Sheet1

Expenses

Marketing = $1,368,545$1,368,545

Personnel = $1,191,221$1,191,221

Operations = $396,801$396,801

In-Kind Expenses = $33,016$33,016

Chart1

2300000

566788

34016

66948

33016

10064

110

Revenue

Sheet1

Revenue

Bed Tax = $2,300,0002,300,000

Prop 302 Funds = $566,788$566,788

Promotional Participation = $34,016$34,016

Advertising Income = $66,948$66,948

In-Kind = $33,016$33,016

Annual Meeting = $10,064$10,064

Interest = $110$110

Highlights from FY 16/17

Hosted the NCAA Final Four for the first time in PhoenixNCAA Final Four

Tempe Tourism Office was a sponsor of the event along with Visit Phoenix and Experience Scottsdale Realized 2,643 room nights for Tempe Estimated economic impact of $3.7 million for Tempe Hosted the National Association of Basketball Coaches in Tempe

Increased our social media activity to promote TempeSocial Media

Partnered with 5 social media influencers covering girls getaways, guys weekend, family travel, fitness and summertime in Tempe

Realized a year-over-year increase of 47% in social media interactions Launched Day Trip series through social media, blogs and website

Conducted the first study on the

impact of tourism on Tempes economyEconomic Impact

Study Tempe realized 3,717,000 visitors in calendar year 2015 (21% increase since 2011) Total visitor spending totaled $730,600,000 (27% increase since 2011) Average per person overnight spending per trip = $281 and day trip spending = $64 8,467 jobs were sustained by visitors to Tempe in 2015 (1 in 13 jobs in the city) Tourism in Tempe generated $36.2 million in local city and county taxes in 2015


Advertising Placement 2016/2017

Circulation: 26,707,058Impressions: 37,770,288Total: 64,477,346

Requests for Information:2014/2015 = 20,5572015/2016 = 17,7982016/2017 = 18,373

AAA Home & Away AAA Living AAA Live.Play AAA VIA

AAA Westways AAA Western Journey Yahoo! Viant

Trip Advisor Arizona Visitor Guide Pandora Texas Monthly

Expedia iHeart Radio AZFamily.comRaising Arizona Kids

Magazine

Arizona Parenting Magazine

MetroNews Canada Bell Media Canada Yocto Media Canada

EyeReturn Network Canada Successful Meetings / M&C SMART Meetings Cvent

HelmsBriscoe Connect Meetings MNI TravelGuidesFree

ESPN Pride Guides Sunset Weather.com

Fashionista Tu Casa Nueva El Imparcial Radio Maxima


Tourism Development

Tourism development programs included our cooperative programs with the Chandler Tourism Office, Arizona Mills and Phoenix Premium Outlets. We also continued our niche marketing promotions in the LGBT market.

11

AAA Sunny Arizona Conducted Sales

Missions to OH and IL and met with 81 agents at 35 agencies

Attended the L.A. and Chicago Travel & Adventure Shows

Hosted a FAM for AAA agents from CA, IL, IN, WA, ON, and SK

Fulfilled 2,917 consumer requests for information

Collateral Distribution Distributed materials

to consumers and travel agents

2017 Tempe Visitors Guide 5,592

Park & Fly- 440 Fall, Spring & Summer

Brochures 7,000 Sunny AZ Family

Guides - 730

Niche Marketing Tempe Events

weekly eblast sent to 370 partners

Wrote 108 blogs on Tempes events for My Local News and TempeTourism.com

Partnered with Pride Guide AZ, NM, CA, CO: 24 E-Newsletters to

23,600 subscribers, 32% open rate and 3,713 visits to our site

Mexico Marketing Conducted co-op

campaigns with Chandler, Arizona Mills and Phoenix Premium Outlets

Promoted Tempe through trade shows, print, social, outdoor, point-of-sale and digital marketing.

Attended Showcase Arizona which hosted 844 consumers and 17 media

Annual Report FY16/17

Communications

Our communications efforts involve collateral production, media outreach and content development used on our website, blogs, advertorials and social media

12

Collateral Official Tempe

Visitors Guide = 75,000 Angels Spring

Training Insert = 10,000 Spring Events = 10,000 Fall Events = 8,000 Summer Events = 2,500 Park and Fly = 500 Welcome to

Tempe Brochure = 5,000

Content Created seasonal landing

pages for spring training, fall events, ASU football, spring events, summer and Final Four

Completed Day Trips from Tempe travel blogs and videos to encourage an extra night in Tempe

Developed content driven partnership co-op campaign with Four Peaks Brewing Co.

Media Outreach Hosted 25 travel writers and social influencers

throughout the year to showcase Tempe Attended 7 Media Missions with the Arizona

Office of Tourism and other partners in key markets: Vancouver, L.A., Portland, Seattle, New York

City, Mexico City, Guadalajara and Scottsdale Generated 66 articles about Tempe with more

than 68 million impressions. Samples include: American Way, Fashionista, Tu Casa Nueva,

Sports Events Magazine, Elevation Outdoors, TravelingMom.com, Phoenix Business Journal and Colorado Avid Golfer


Digital Strategy

A strong digital strategy is increasingly more important. As consumers buying habits continue to shift to online research and purchasing, we need to respond with digital advertising, search engine marketing, pay-per-click opportunities and well-planned social media execution. The challenge is to be in front of our audience when they are looking for Tempe travel information.

13

Website TempeTourism.com

Visits = 410,586 Page Views = 775,935 Pages Per Visit = 1.94 Average Time = 1:49

SEO resulted in 83.7% keyword visibility on Google & Bing/Yahoo

Pay-Per-Click campaigns: Impressions = 4,988,550 Clicks = 234,134 CTR = 4.69% Cost-Per-Click = $.30

Social Recorded a total of

206,467 interactions such as likes, retweets and video views reflecting a year-over-year increase of 47%

Followers/Fans Facebook = 23,087 Twitter = 3,997 Pinterest = 760 YouTube = 330 Instagram = 2,272

Digital Communications Distributed E-Newsletters to targeted audiences

Market Recipients Ave. Open Rate AAA/CAA Agents 1,087 11.4% Consumer 6,016 22.1% Meeting Planner 3,558 17.1% Industry Partners 349 28.4% Weekly Events 408 23.5%

Hosted 5 social influencers in Tempe who generated 23 pieces of content with a total engagement of298,000 covering a variety of topics including: Girls getaways Guys weekend Summertime in Tempe Family travel Fitness


Sports Marketing

The Tempe Tourism Office is dedicated to promoting major city events and building new relationships with sports rights holders to generate room nights for Tempe.

14

Outreach Expanded focus to include

sports related meetings. Launched quarterly Sports

e-Newsletter Hired new Sports

Development Manager Met with 90 sports rights

holders at sports marketing events: Olympic Sports Link Connect Sports National Association of

Sports Commissions Spring Sports FAM

Statistics 110 Leads

93 Bookings

12,400 Room Nights

10,541 Attendees

$16,279,520 Estimated Impact

Economic Impact of

Major Events 2016 Ironman Arizona

$3,735,903

2017 Rock n Roll Arizona Marathon & Marathon $6,027,880

2017 Kajikawa Women's Softball Classic $1,428,570

2017 NCAA Final Four $3,679,069


Group Sales

The group sales staff promote Tempe as a meetings destination to meeting professionals across the U.S. Tactics include sales missions, trade shows, client events, site inspections and digital communications. We also continued our 3rd party planner partnerships with Cvent, HelmsBriscoe and Conference Direct.

15

Leads by Segments Association = 68

Corporate = 108

SMERF = 32

Government = 4

Rooms Only = 9

Space Only = 21

Results 242 Leads

42 Bookings

5,898 Room Nights

2,732 Attendees

$2,931,005 Estimated Impact

Marketing Highlights Contacts at Meetings Networking Events

Chicago Sales Mission 28 ConferenceDirect APM 70 Connect California 22 Connect Meetings 72 Destinations International 25 HelmsBriscoe ABC 67 HelmsBriscoe Trainings 7 MPI WEC 51 SMART Meetings West 30 Spring Training Event 35

3rd Party Leads for Tempe +43% from ConferenceDirect +15% from HelmsBriscoe +20% from Cvent


Estimated Economic Impact

Economic impact data for each segment is derived from third-party tourism research.

16

$2,300,000City of Tempe

Bed Tax Investment

$37,814,715Combined Total of

all Economic Impact Figures


Chart1

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5705415

2931005

16279520

3679069

Impact by Segment

Impact By Segment

Sheet1

Impact by Segment

Advertising = $9,219,706$9,219,706

Website = $5,705,415$5,705,415

Group Bookings = $2,931,005$2,931,005

Sports Bookings = $16,279,520$16,279,520

NCAA Final Four = $3,679,069$3,679,069

Tempe Tourism Office

Marketing Plan for FY 17/18

Marketing Plan FY17/18 17

Marketing Plan FY 17/18

Goals

Achieve a 5% increase in bed tax revenue

Work with our partners to realize an increase in Average Daily Rate, Revenue per Available Room and Occupancy

Increase awareness of the importance of tourism in Tempe

Create partnerships designed to leverage our budget and generate positive exposure for Tempe

Objectives

Develop marketing strategies to drive more overnight stays to Tempe

Target need periods of business for our hotels such as shoulder season and summer

Develop an advocacy plan designed to share the value of tourism business in Tempe

Create opportunities for our partners to leverage their marketing efforts within our program of work

Generate relevant content and create compelling stories about Tempe

Tactics

Execute advertising campaign to our target markets with an increased emphasis on digital programming

Work with meeting professionals and sports rights holders to plan events during need periods

Create partnership packages that allow our partners to market themselves though our social media and website

Place greater emphasis on video development

Seek out opportunities to speak to the public on the economic impact of tourism and its positive effect on quality of life

18Marketing Plan FY17/18

BudgetFY 17/18

2017-2018 = $3,161,761

Expenses

Marketing = $1,509,905

Personnel = $1,248,010

Operations = $368,346

In-Kind Expenses = $35,500

2017-2018 = $3,161,761

Revenue

Bed Tax = $2,475,800Prop 302 Funds = $564,341Promotional Participation = $11,700Advertising Income = $62,300In-Kind = $35,500Annual Meeting = $12,000Interest = $120


Key Initiatives for FY 17/18

Increase use of video and social influencersContent

Development Develop a series on the history of places in Tempe as told by local historian Marshall Shore Create a Spotlight Series of videos and blogs featuring individuals in Tempe who are making an impact on our

community Extend Tempes reach by working with 10 different social media influencers who will cover a variety of topics

throughout the year

Educate the public on the importance of tourismAdvocacy

Develop an Advisory Task Force for the Tempe Tourism Office consisting of staff and board members Create an Advocacy Tool Kit that will include relevant statistics, an informational handout, key talking points

and a visual presentation Build a schedule of community events that provide us the opportunity to talk about the value of tourism to

Tempe

Continue to seek new opportunities for sports events in TempeSports Marketing

Expand our sports marketing efforts to include sports-centric meetings and conferences Work with our existing events to ensure they are successful and increase attendance Partner with ASU athletics to find new opportunities for increased room nights in Tempe from collegiate sports

at ASU

20Marketing Plan FY 17/18

Advertising Plan FY17/18

The Tempe Tourism Office will work with our advertising agency to develop a comprehensive, multilayered campaign to reach our target markets in the U.S., Canada and Mexico. The media mix will include print, digital, television, radio, online and social media. Our targeting includes both geographic and market segments.

Total Circulation

6,437,205

Total Impressions

43,934,667

Combined

50,371,872

Reach

AAA

Events

LGBT

Meetings

Recreation

Shopping

Spring Training

Sun Seekers

Market Segments

Arizona

Bay Area

Canada

Chicago

Denver

Los Angeles

Northern Mexico

Seattle

Target Markets


Advertising Placement FY17/18

Summer 2017

AZFamily.com AZ Parenting Magazine Cvent (year-round) Expedia iHeart Radio Pride Guide Colorado Raising Arizona Kids TripAdvisor (year-round)

Mexico El Imparcial Newspaper Fashionista Magazine Outdoor Billboards Radio various stations Social Media Tu Casa Nueva

Magazine

Fall 2017

Connect Association Connect Corporate Connect Sports Epro Direct HelmsBriscoe MNI Online Pride Guide California SMART Meetings Sunset Viant Yahoo!

AAA Sunny Arizona AAA Home & Away AAA Living AAA Live.Play AAA Midwest Traveler AAA World

Spring 2018

AZ Office of Tourism E-newsletters Bell Media Canada Connect Association Connect Sports Cox Media/ Tube Mogul ePro Direct ESPN Eye Return Network MNI Networks Pandora Pride Guide AZ Scripps Networks SMART Meetings Star Metro Canada Sunset Viant Online Western Living Magazine Weather.com Yahoo!


Collateral Development

The Tempe Tourism Office produces collateral pieces for distribution through our fulfillment, statewide visitor centers, kiosks and at tradeshows.

Tempe Visitors Guide-75,000 printed annually

-Primary fulfillment piece

-Listings for hotels, restaurants, attractions and other visitor services

-Downloadable from website

Angels Ticket Insert-10,000 printed

-Distributed in January to Angels season ticket holders throughout Southern California

-Promotes Tempe as the home of Angels Spring Training

23

Seasonal Brochures-10,000 copies each in Fall and Spring

-Current calendar of events listings

-ASU Football and Angels Spring Training

-Included in fulfillment requests

-Mailed to 2,000+ travel agents

Park & Fly Tempe-500 printed

-Features hotels offering room and parking packages for travelers in and out of Phoenix Sky Harbor International Airport

-Distributed to travel agents statewide

Marketing Plan FY17/18

Program of Work FY17-18

Our staff will promote Tempe through sales missions, tradeshows, media missions, familiarization tours, social influencer programs and cooperative activities

Fall 2017

Media Mission New York City, NY Aug 28-31 Communications Connect Sports New Orleans, LA Aug 21-23 Sports Connect Meetings New Orleans, LA Aug 21-23 Group Sales AOT Call Center Tucson Sept Tourism Sunny AZ Sales Mission Alberta Sept 18-22 Tourism ASU Recruitment Mission Mexico Oct Tourism Social Media Influencers (4) Tempe Oct Dec Communications Media FAM Tours (2) Tempe Oct Dec Communications Destination Arizona Phoenix, AZ Oct 29-31 Group Sales TEAMS Conference Orlando, FL Oct 30 Nov 2 Sports Media Mission Denver, CO Nov Communications Group Sales Mission Indianapolis, IN Nov 12-14 Group Sales AZ Media Marketplace Tucson, AZ Nov 16 Communications American Express InterAction TBA Dec Group Sales Connect Pacific NW Seattle, WA Nov 30-Dec 1 Group Sales Sunny AZ FAM Tempe & Chandler Dec Tourism Connect Washington Washington, D.C. Dec 13 Group Sales


Program of Work FY17-18

Spring & Summer 2018

*NASC = National Association of Sports Commissioners*USOC = United States Olympic Committee

25

Spring/Summer 2018

Media Marketplace Los Angeles, CA Jan Communications Social Media Influencers (4) Tempe Jan Apr Communications Group Sales Mission Philadelphia, PA Feb Group Sales Media Mission San Francisco, CA Feb Group Sales ASU Recruitment Mission Central Mexico Feb Tourism Media Mission Toronto, ON Feb 5-9 Communications Group Sales Mission Denver, CO Mar Group Sales Media Mission Central Mexico Apr 23-27 Communications NASC Symposium* Minneapolis, MN Apr 23-26 Sports ASU Vendor Showcase Tempe May 2018 Group Sales Social Media Influencers Tempe May June Communications USOC Sales Mission* Colorado Springs, CO June Sports HelmsBricoe Conference TBA June Group Sales

Marketing Plan FY17/18

Tempe Tourism Office Annual Report for FY16/17&Marketing Plan for FY 17/18WelcomeVision: To be the most trusted source of travel information for the City of Tempe.Mission: To promote the City of Tempe as a desirable leisure and business travel destination.Table of ContentsAnnual Report FY 16/17 & Marketing Plan FY 17/18Strategies & ResultsThe Tempe Tourism Office facilitates the connection between targeted audiences and Tempes hospitality partnersStaff MembersConnect With Us222 South Mill Avenue, Suite 120Tempe, AZ 85281480-894-8158 / [email protected]/tempetourismYouTube.om/tempetourismTwitter.com/tempetourismPinterest.com/tempetourismInstagram.com/tempetourismBoard of DirectorsExecutive CommitteeChairMichael ReedASU GammageVice ChairMargaret DunnDunn TransportationTreasurerDenise Hart Neff Vestar DevelopmentPast ChairDeborah OstreicherPhoenix Sky HarborInternational AirportEx-OfficioStephanie NowackTempe Tourism OfficeTempe Lodging MarketTempe and Metro Phoenix experienced year-over-year growth in all three categories. In spring 2017, Arizona hosted the NCAA Final Four, which contributed to the year-over-year increases. Additionally, the hotel industry improved on a national basis with Phoenix showing continued growth but at a more moderate rate than some other top 25 US markets.Tempe hotels/rooms = 46/5,916Metro Phoenix hotels/rooms = 460/63,528*Source: Smith Travel Research Inc. Re-publication or other re-use of this data without the express written permission of STR is strictly prohibited.Revenue & Expenses*The savings resulting from the positive change in net assets are reflected as cash on our balance sheet.Highlights from FY 16/17Advertising Placement 2016/2017Circulation: 26,707,058Impressions: 37,770,288Total: 64,477,346Requests for Information:2014/2015 = 20,5572015/2016 = 17,7982016/2017 = 18,373Tourism DevelopmentTourism development programs included our cooperative programs with the Chandler Tourism Office, Arizona Mills and Phoenix Premium Outlets. We also continued our niche marketing promotions in the LGBT market. CommunicationsOur communications efforts involve collateral production, media outreach and content development used on our website, blogs, advertorials and social mediaDigital StrategyA strong digital strategy is increasingly more important. As consumers buying habits continue to shift to online research and purchasing, we need to respond with digital advertising, search engine marketing, pay-per-click opportunities and well-planned social media execution. The challenge is to be in front of our audience when they are looking for Tempe travel information.Sports MarketingThe Tempe Tourism Office is dedicated to promoting major city events and building new relationships with sports rights holders to generate room nights for Tempe.Group SalesThe group sales staff promote Tempe as a meetings destination to meeting professionals across the U.S. Tactics include sales missions, trade shows, client events, site inspections and digital communications. We also continued our 3rd party planner partnerships with Cvent, HelmsBriscoe and Conference Direct.Estimated Economic ImpactEconomic impact data for each segment is derived from third-party tourism research.Tempe Tourism Office Marketing Plan for FY 17/18Marketing Plan FY 17/18BudgetFY 17/18Key Initiatives for FY 17/18Advertising Plan FY17/18The Tempe Tourism Office will work with our advertising agency to develop a comprehensive, multilayered campaign to reach our target markets in the U.S., Canada and Mexico. The media mix will include print, digital, television, radio, online and social media. Our targeting includes both geographic and market segments. Advertising Placement FY17/18Collateral DevelopmentThe Tempe Tourism Office produces collateral pieces for distribution through our fulfillment, statewide visitor centers, kiosks and at tradeshows. Program of Work FY17-18Our staff will promote Tempe through sales missions, tradeshows, media missions, familiarization tours, social influencer programs and cooperative activitiesProgram of Work FY17-18Spring & Summer 2018*NASC = National Association of Sports Commissioners*USOC = United States Olympic Committee

tempe tourism office · tourism is indeed alive and well in tempe as the study reports that, in...

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