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FOR SCOTTSDALE, ARIZONA JANUARY 3, 2018 JUNE 8, 2017 · PDF file Conventions, Sports & Leisure International 520 Nicollet Mall • Suite 440 • Minneapolis, MN 55402 • Telephone

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Text of FOR SCOTTSDALE, ARIZONA JANUARY 3, 2018 JUNE 8, 2017 · PDF file Conventions, Sports &...

  • Presented by Conventions, Sports and Leisure, International

    JUNE 8, 2017

    TOURISM RELATED DOWNTOWN

    ECONOMIC FEASIBILITY STUDY

    FOR SCOTTSDALE, ARIZONA

    JANUARY 3, 2018

    A Tourism Related Downtown Economic Feasibility Study for the City of Scottsdale, Arizona

    Presented by Conventions, Sports and Leisure International

  • Conventions, Sports & Leisure International

    520 Nicollet Mall • Suite 440 • Minneapolis, MN 55402 • Telephone 612.294.2000 • Facsimile 612.294.2045

    January 3, 2018 Ms. Karen Churchard Director City of Scottsdale Tourism & Events Department 7506 E Indian School Road Scottsdale, AZ 85251 Dear Ms. Churchard: We have completed the study process and preparation of a Tourism Related Downtown Feasibility Study for the City of Scottsdale. The scope of this Study is broad, encompassing investment concepts tied to enhancing hospitality and commercial density, investments that can build on the arts and culture brand for Downtown, investments that are needed to enhance the resident and visitor experience in Downtown, and organizational structures and resources needed to effectively manage Downtown as an economic asset.

    Staff and management within departments throughout the City have been instrumental in undertaking this Study process. Particular acknowledgement is given to Tourism, Planning, Economic Development, Transportation, Scottsdale Arts and representatives from the City Managers office. We sincerely appreciate this assistance and cooperation, as well as the extensive input provided by business owners and other stakeholders that impact or are impacted by the Downtown visitor economy. We would be pleased to be of further assistance in the interpretation and application of our findings. Very truly yours, CSL International

  • Table of Contents ______

    1.0 Introduction 1

    2.0 Summary of Destination & Visitor Industry Research ............................................................................................................................................... 6

    2.1 Summary of Existing Research .................................................................................................................................................................... 6 2.2 View from the Stakeholders ....................................................................................................................................................................... 10 2.3 Street Level View – Surveys of Downtown Merchants .............................................................................................................................. 15 2.4 Travel Writer Insight ................................................................................................................................................................................... 16

    3.0 Destination Improvement ........................................................................................................................................................................................ 21

    3.1 Capital Improvements and Plans ............................................................................................................................................................... 21 3.2 Events and Promotions .............................................................................................................................................................................. 24 3.3 Downtown Branding, Marketing & Advertising ........................................................................................................................................... 25 3.4 Transportation and Parking ........................................................................................................................................................................ 26

    4.0 Destination Growth 28

    4.1 Reenergize Arts & Culture Brand Through Arts District Investment .......................................................................................................... 28 4.2 Downtown Art Installations and Music Programming ................................................................................................................................. 33 4.3 Public Space Master Plan and Walkability ................................................................................................................................................. 36 4.4 Pocket Art Parks......................................................................................................................................................................................... 42 4.5 Shoulder Season Festivals to Drive Visitation ........................................................................................................................................... 46 4.6 Increase Resident Population .................................................................................................................................................................... 49 4.7 Creative Class Recruitment ....................................................................................................................................................................... 50

    5.0 Destination Transformation ..................................................................................................................................................................................... 52

    5.1 Downtown Scottsdale 10,000 – Increase Residential Population Base .................................................................................................... 52 5.2 Increase Downtown Commercial Space .................................................................................................................................................... 55 5.3 Develop a New Hotel and Conference Center ........................................................................................................................................... 58 5.4 Develop a New Citywide Festival ............................................................................................................................................................... 59 5.5 Large Scale Transformational Project Development ................................................................................................................................. 63

    Arizona Canal ...................................................................................................................................................................................... 64 Scottsdale Road .................................................................................................................................................................................. 72 2nd Street/Scottsdale Stadium Area ..................................................................................................................................................... 76

  • Table of Contents (continued)

    TOURISM RELATED DOWNTOWN FEASIBILITY STUDY FOR SCOTTSDALE, ARIZONA Table of Contents

    6.0 Downtown Visitor Industry Organizational & Funding Approaches ......................................................................................................................... 78

    6.1 Summary of Current Organizational Efforts ............................................................................................................................................... 78 6.2 Defined Downtown Organizational Responsibilities ................................................................................................................................... 80 6.3 Legal Structure 82 6.4 Budget and Staff Needs ............................................................................................................................................................................. 85 6.5 Creation of a Business Improvement or Revitalization District .................................................................................................................. 88 6.6 Development of a Downtown Foundation .................................................................................................................................................. 89 6.7 Interaction With Other City Departments ................................................................................................................................................... 90 6.8 Added Downtown Business Development Tools ....................................................................................................................................... 90 6.9 Potential Funding Sources ......................................................................................................................................................................... 94

    7.0 Assessment of Project Costs & Benefits ............................................................................................................................................................... 100

    7.1 Quantifiable Project Specific Impacts....................................................................................................................................................... 100 7.2 Quantifiable General Project Impacts ...................................................................................................................................................... 102 7.3 Summary of Visitor Generating Investment Impacts ...................................................................