MARKETING PLAN - Tempe Tourism · Marketing Plan • Fiscal Year 2014–2015 4 Stephanie Nowack President & CEO [email protected] 480.305.1380 Ginger Dude Business Manager

MARKETING PLANFISCAL YEAR 2014/2015

Marketing Plan • Fiscal Year 2014–2015 2

Dear Friends and Colleagues:

On behalf of the Tempe Tourism Office, our members, and hospitality partners, we are pleased to provide our 2014–2015 Marketing Plan.

For more than 25 years, the tourism office has been promoting Tempe as a leisure and business destination. During that time, we have seen Tempe emerge as a hub for mid-size meetings and conferences, for youth and amateur sports, and for nationally recognized events and festivals.

As technology has evolved, our marketing strategies have also evolved to match the way consumers and meeting planners are looking for information.

It is our privilege to promote Tempe and we are proud of the strong relationships we have built with our city and community. Thank you for supporting us in sharing Tempe’s story as a vibrant, progressive and welcoming destination!

Sincerely,

Stephanie Nowack Deborah OstreicherPresident and CEO Board Chair

MISSIONTo promote the City of Tempe as a desirable leisure and business travel destination.

VISITOR INFORMATION Main Office & Visitor Center51 W. Third Street, Suite #105Tempe, AZ 852811.800.283.6734info@tempetourism.comtempetourism.comfacebook.com/tempetourismyoutube.com/tempetourism twitter.com/tempetourism pinterest.com/tempetourism instagram.com/tempetourism

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

WELCOME


RESULTSGenerates revenue for the City of Tempe, Tempe’s businesses and helps to sustain a desirable quality of life for residents.

MARKETING ACTIVITIES • Advertising• Group Sales• Communications• Digital Marketing• Sports Marketing• ASU Partnerships• Tourism Marketing & Development

AUDIENCES • Media• Consumers• Travel Writers• Meeting Planners• Sports Rights Holders• Domestic & Receptive Tour Operators• AAA/CAA Travel Agents

TEMPE TOURISM FACILITATES THE CONNECTION

STRATEGIES & RESULTS

INCREASE VISITORS TO TEMPE


Stephanie Nowack President & CEO [email protected] 480.305.1380

Ginger Dude Business Manager [email protected] 480.305.1360

FINANCE & ADMINISTRATION

Michael Martin Executive Vice President [email protected] 480.305.1370

Toni Smith Director of Communications [email protected] 480.305.1372

Amy Griglak Digital Marketing Manager [email protected] 480.305.1385

Patrick Sesty Digital Content Coordinator [email protected] 480.305.1362

Nancy Black Tourism Development Manager [email protected] 480.305.1368

Shawn Lewis Sports & Tourism Marketing Manager

[email protected] 480.305.1377

MARKETING & COMMUNICATIONS

James Tevault Director of Sales [email protected] 480.305.1365

Olivia Hall Group Sales Manager [email protected] 480.305.1357

Matt Connelly Group Sales Manager [email protected] 480.305.1375

Sofia Preston Membership & Services Manager [email protected] 480.305.1390

SALES & SERVICES

Alicia Kentz Customer Service Specialist [email protected] 480.894.8158

VISITOR CENTER

STAFF MEMBERS


CHAIRDeborah Ostreicher ................Phoenix Sky Harbor International Airport

VICE CHAIRMichael Reed ...........................ASU Gammage

SECRETARY/TREASURERKen McKenzie ..........................Tempe Mission Palms Hotel

PAST CHAIRRobin Trick ...............................House of Tricks

EX-OFFICIOStephanie Nowack ..................Tempe Tourism Office

DIRECTORS:Daryl Crawford ........................ASU Karsten Golf CourseMargaret Dunn ........................Dunn Transportation Steve Eberhart .........................Phoenix Marriott Tempe at the ButtesDon Fassinger ..........................Tempe Center for the ArtsShelley Hearn ...........................City of TempeDave Johnston ..........................Arizona MillsJohn Kane ..................................ArchitektonBill Kennedy Jr. ........................ASU Intercollegiate AthleticsMary Ann Miller ......................Tempe Chamber of CommerceDenise Neff ...............................Vestar DevelopmentJim O’Meara ..............................Courtyard by Marriott Downtown TempeKelly Rafferty ...........................City of Tempe Parks & RecreationTom Rogers ...............................Arizona Amateur Athletic UnionJohn Sallot ................................Desert Botanical GardenAl Taylor ....................................Special Moments CateringPat Thielen-Warren .................Twin Palms HotelPeggy Traister ..........................Rustler’s RoosteCorey Woods ............................City of Tempe Judi Yates ..................................Yates Enterprises, Inc.Josh Yeager ...............................Double Dutch & Co.Mary Young ..............................M.Y. Events, Inc

BOARD OF DIRECTORS – 2014-2015


Marketing Programs $1,307,570

Marketing Personnel $639,398

Operations $327,312

Benefits $277,443

Operations Personnel $245,134

In-Kind Expense $37,900

Tempe Bed Tax $2,160,000

Prop 302 Funding $500,357

Promotional Participation $44,000

Membership Dues $40,000

Advertising Income $40,000

In-Kind Donations $37,900

Annual Event $12,000

Interest $500

2014/15 PROJECTED REVENUE 2014/15 PROJECTED REVENUE

TOTAL BUDGET

$2,834,757TOTAL EXPENSES

$2,834,757

2014/15 BUDGET


*Source: Smith Travel Research Inc. Re-publication or other re-use of this data without the express written permission of STR is strictly prohibited. Tempe hotels/rooms = 45/5,333

53%57%

61% 61%60% 60%

52%

2009 2010 2011 2012 2013

56% 58% 58%

OCCUPANCY*

Tempe Metro Phoenix

$89$81

$87 $88 $88

$106$98

$104 $106$109

AVERAGE DAILY RATE*

Tempe Metro Phoenix

$47 $48$53 $53 $53

$55$62 $60 $61

$65

REVENUE PER AVAILABLE ROOM (REVPAR)*

Tempe Metro Phoenix

TEMPE LODGING MARKET

Tempe’s hotels experienced flat year-over-year performance in Occupancy, ADR and RevPar. This slow growth is consistent with what is taking place in the overall Phoenix Metro market. Arizona is still in a sluggish recovery mode when compared to the peak years of 2006 and 2007.

It is worth noting that Smith Travel Research and Warnick & Co. have both stressed that the Phoenix market is moving in the right direction, although at a slow pace. In fact, to reach a recovery in real dollars compared to 2006, ADR would need to increase another $20.00.

Trends in 2014 are more positive. Year-to-date for 2014, Tempe has realized an increase in occupancy of 6%, ADR 6% and RevPar 13%. We are optimistic that these trends continue through December 2014.

2009 2010 2011 2012 2013

2009 2010 2011 2012 2013


GOALS

• Increase year-over-year occupancy rate for Tempe.

• Increase the revenue generated through the City of Tempe bed tax.

• Generate business opportunities for Tempe’s hospitality community.

• Be an active partner in the community.

• Serve Tempe’s visitors with up-to-date information on Tempe’s offerings and provide them with exceptional customer service.

• Maintain a consistent and positive brand image for the Tempe Tourism Office.

OBJECTIVES

• Develop marketing strategies that focus on our target audiences including consumers, meeting planners, sports rights holders and AAA/CAA travel agents.

• Leverage funds through cooperative programs to maximize Tempe’s exposure along with our partners including the Arizona Office of Tourism, Visit Phoenix, Scottsdale CVB, City of Chandler and Descubre Phoenix.

• Secure new, and maintain current, annual sporting events.

• Act as a resource for Tempe’s hospitality community by tracking trends, conducting research and supplying data on Tempe’s Occupancy, ADR and RevPar.

• Produce and distribute user-friendly and timely collateral materials.

• Develop digital content which is current, reliable and relevant.

• Operate a visitor center that represents local, regional and statewide information for visitors.

GOALS & OBJECTIVES


SALES MISSIONSThe group sales team will initiate targeted sales missions and conduct a group familiarization tour in the spring of 2015. While some traditional trade shows remain relevant, our focus is to be even more proactive in reaching out to meeting planners who fit Tempe’s profile and engage in a one-on-one marketing approach with Tempe as the focus.

MEXICO CO-OPThe Tempe Tourism Office will partner with Arizona Mills to enhance marketing promotions in northern Mexico. Arizona Mills is currently involved in a renovation and relaunch of their center and is partnering with the Tempe Tourism Office in a targeted marketing campaign. This will complement our existing co-op with the Chandler Tourism Office, conducted through Descubre Phoenix.

MAJOR SPORTING EVENTSThe Tempe Tourism Office will partner with the Arizona Office of Tourism, the Scottsdale CVB, Visit Phoenix and Visit Mesa to host the 2015 Super Bowl. We are also working in concert with one another to finalize the details for the NCAA National Championship Football Game for 2016 and secure a future NCAA Final Four Basketball Tournament.

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NEW INITIATIVES


TOTAL CIRCULATION

14,441,071TOTAL IMPRESSIONS

47,036,606

TARGET MARKETS – GEOGRAPHIC

STATES & PROVINCES (USA, MEXICO)Primary:CaliforniaColoradoIllinoisWashingtonSonora

Secondary:IndianaMissouriMinnesotaNevadaNew JerseyNew MexicoNorth Dakota OhioOregonPennsylvaniaSouth DakotaUtahVirginia

Specific Cities:ChicagoDenverLos AngelesSan Francisco/OaklandSeattleHermosillo

USA MEXICO

ADVERTISING PLAN


MEETINGS LOCATIONSEVENTS

OUTDOOR RECREATION

TRAVEL TO TEMPE, PHOENIX & ARIZONA

MLB SPRING TRAININGLGBT TRAVEL

SHOPPING WARM WEATHER

ADVERTISING PLAN

BEHAVIORAL TARGETING The Tempe Tourism Office will target consumers who showan interest in Tempe and Arizona based on the following criteria:

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MEDIA PLACEMENT SCHEDULE FY 2014–2015

AUGUST

OCTOBER

SEPTEMBER

EmpowerMint (Year-round)

MNI Online Networks

AAA Journeys

Sunset Magazine

HelmsBriscoe (Year-round)

SMART Meetings Magazine

Collaborate E-blast

Trip Advisor (Year-round)

Specific Media Online NetworksYahoo! Mobile

Cvent (Year-round)

Connect E-blast

AAA Home & Away

Collaborate Magazine

Go Travel Sites (Year-round)

Pride Guide Arizona Newsletter

AAA LivingSMART Meetings Magazine

SMART Meetings OnlineSunset Magazine & Digital

NOVEMBER

AAA Journeys

Meetings & Conventions Magazine

Specific Media Online Networks


Sunset Magazine & Digital

AAA Home & Away

MNI Online NetworksSMART Meetings OnlineSuccessful Meetings Magazine

Yahoo! Mobile

JULY

2014

DECEMBER

2015

Pride Guide Colorado NewsletterSunset Magazine & Digital

Pride Guide Arizona NewsletterPride Guide New Mexico Newsletter

Travel Guides Free (Year-round)

Connect Magazine

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FEBRUARY

MARCH

MAY

JUNE

APRIL

JANUARY

2015

ESPN Mobile

AAA World


AAA Living

Pandora Online

SMART Meetings Online

Yahoo! Mobile

AAA World


Yahoo! Mobile

MNI Online Networks

Pride Guide New Mexico Newsletter

Pride Guide Colorado Newsletter


Pride Guide California

Sunset Magazine & DigitalYahoo! Mobile

Arizona Office of Tourism E-Newsletter

AAA Living

Pride Guide New Mexico

Pride Guide Colorado

AAA Home & Away

MNI Online Networks

Pride Guide Arizona NewsletterSunset Magazine & DigitalSunset Magazine & Digital

Yahoo! Mobile

AAA Midwest Traveler


Arizona Office of Tourism E-Newsletter


Pride Guide New Mexico Newsletter

ESPN Mobile

Pride Guide Colorado Newsletter

Specific Media Online Networks

Weather.com

Pandora Online

SMART Meetings MagazineSpecific Media Online Networks

Weather.com

Arizona Office of Tourism Visitor Guide

Pride Guide Arizona



WEBSITES AND SOCIAL MEDIA Main website .............................. tempetourism.comSunny Arizona website ............. visitsunnyaz.comFacebook ...................................... facebook.com/tempetourismInstagram ..................................... instagram.com/tempetourismPinterest ....................................... pinterest.com/tempetourismTwitter .......................................... @tempetourismFoursquare ................................... foursquare.com/tempetourismTempe Blog .................................. tempetourism.com/blogYouTube ........................................ youtube.com/tempetourism

PROMOTIONAL ACTIVITIES• E-blasts to consumers, meeting

planners and travel agents

• Seasonal content updates

• Display banner ads

• Additional links from well visited sites to our site

• Media rich content posts with video and photos

• Mobile banner ads

• Pay-Per-Click advertising

• Relevant and timely blog posts

• Search engine optimization

• ‘Tips’ on Tempe travel

• Robust calendar of events

• Seasonal special offers for hotel, restaurants and attractions

• Social media content that encourages interactions

• Seasonal landing pages including Spring Training and ASU Football

DIGITAL MARKETING


FALL, SPRING & SUMMER BROCHURESThese brochures are printed every season (5,000 – 7,500) and used as a way to provide up-to-date information on events in Tempe and act as a supplement to our visitor’s guide.

ASU PREFERRED HOTEL PROGRAMThis piece is specifically designed to encourage intercollegiate coaches to stay at Tempe-based hotels when playing against ASU. Hotels are selected based on their willingness to conduct a rebate program with ASU Intercollegiate Athletics.

w w w . T e m p e T o u r i s m . c o m

51 West Third Street, Suite 105Tempe, Arizona 85281

ASU/Tempe preferred HoTelS

CompeTing AgAinST ASU?Here’S WHere To STAy in Tempe

ArizonA StAte UniverSity Preferred Hotel ProgrAm for 2014-2015 intercollegiAte AtHleticS

GreetinGs from sunny tempe, ArizonA, home of the Arizona state university sun Devils!the tempe tourism office team wants to make it easier for you to find accommodations for your team when you’re in tempe this season.enclosed are the hotels that partner with Asu to offer you the best pricing and locations that are close the university sporting facilities.

All of the hotels listed are located within four miles of all of Asu’s sports facilities.if i can help you in any way as you plan your upcoming trip to tempe, please let me know.Best of luck with your team goals this year!

shAwn Lewis sports & tourism marketing manager [email protected] • (480) 305-1377

WELCOME TO TEMPE BROCHURE This piece contains a map of Tempe and highlights of the attractions in the City of Tempe. It is distributed solely through the visitor information cart located on Mill Avenue.

CHANDLER & TEMPE MAP – SPANISH This map is part of the dedicated promotion in northern Mexico called “Two Cities, One Destination” which we conduct with the City of Chandler. The map features the cities’ hotels, attractions and shopping destinations. We print 10,000 and distribute them at the Descubre Phoenix visitor center in Hermosillo, Mexico and during sales missions.

PARK & FLY BROCHUREThis brochure features Tempe hotels that offer a park and fly package which allows atraveler to park at a hotel for an extended time while traveling through Phoenix Sky Harbor International Airport. In exchange, the traveler stays one or more nights at thehotel pre- or post-trip. We print 500 and distribute to statewide travel agents.

HOTEL LOCATIONS Airport Quality Inn Tempe/ASU Best Western Inn of Tempe Comfort Suites Airport Tempe Country Inn & Suites by Carlson Phoenix Airport at Tempe Days Inn Tempe ASU DoubleTree by Hilton Phoenix-Tempe Embassy Suites Hotel Phoenix/Tempe Four Points by Sheraton Tempe Hyatt Place Tempe/Phoenix Airport Red Lion Inn & Suites Tempe Sheraton Phoenix Airport Hotel Tempe SpringHill Suites by Marriott Phoenix/Tempe Airport Tempe Mission Palms

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60

101

101

202

143

Phoenix Sky Harbor International Airport

PapagoPark

South MountainPark/Preserve

MAP NOT TO SCALE

Kiwanis Park

METRO light rail

METRO light rail

Serving Tempe & Phoenix Sky Harbor International Airport

The Tempe Tourism Office invites you to stay at one of our fine properties when flying in and out of PHX Sky Harbor International Airport.

For more information on Tempe, visit TempeTourism.com or call 800-283-6734.

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• Tempe is located less than 10 minutes from PHX Sky Harbor International Airport

• Pedestrian-friendly Mill Avenue District boasts more than 100 shops, restaurants and attractions

• Experience the Tempe Festival of the Arts on Mill Avenue

Fall Festival-December 5-7, 2014 Spring Festival-March 27-29, 2015

• Enjoy the 2014-15 Desert Schools Broadway Across America - Arizona series at the Frank Lloyd Wright-designed ASU Gammage. Tickets: 480.965.3434 • asugammage.com

800.283.6734 • TempeTourism.com51 West Third Street • Suite 105 • Tempe, AZ 85281

800.283.6734 • 480.894.8158 • Fax [email protected]

Visitor’s Center: 8:30 a.m.–5:00 p.m., Mon.-Fri.

KINKY BOOTS Sept. 16-21, 2014PIPPIN Dec. 2-7, 2014JOSEPH AND THE AMAZING TECHNICOLOR DREAMCOAT Jan. 13-18, 2015DIRTY DANCING Feb.17-22, 2015RODGERS + HAMMERSTEIN’S CINDERELLA Mar. 10-15, 2015CHICAGO Mar. 27-29, 2015MOTOWN THE MUSICAL Apr. 21-26, 2015THE PHANTOM OF THE OPERA May 27- June 7, 2015WICKED Aug. 26-Oct. 4, 2015

ViSiTOr inFOrMATiOn SErVicES:Arizona Office of Tourism arizonaguide.comPHX Sky Harbor phxskyharbor.comroad conditions az511.comWeather wrh.noaa.gov/psr

Park & Fly Tempe2014-2015

Tempe Tourism Offi ceTempeTourism.com / 800.283.6734

Visitor’s Guide

Client: Tempe Tourism Offi ce Job: TTO-344 Visitors Guide Final size: 4” x 9” Colors: CMYK Bleeds: Yes

Created by: DAVIDSON & BELLUSO • 602.277.1185 • www.davidsonbelluso.com

TEMPE VISITOR’S GUIDEThis guide is the primary fulfillment piece for the Tempe Tourism Office; 75,000 copies are produced annually. It is distributed at tradeshows, in media kits, at Phoenix-area brochure distribution kiosks and to those requesting information. An online version is available on our website.

ScottsdalePhoenix

TempePHX

Group Planning Guide

Client: Tempe Tourism Offi ce Job: TTO-345 Group Cover Final size: 8.375” x 10.875” Colors: CMYK Bleeds: Yes


Tempe Tourism Offi ce / TempeMeetings.com / 866.914.0685

GROUP PLANNING GUIDEThis guide, designed to showcase Tempe’s meeting facilities, is produced as an online version ONLY. It is targeted to meeting planners.

SPORTS PLANNING GUIDEThis guide showcases Tempe’s sports facilities. The guide is available in an online version ONLY and used to promote Tempe to sports rights holders who are looking for a location for their events and tournaments.

2014

Client: Tempe Tourism Offi ce Job: TTO-337 SUMMER EVENTS BROCHURE Final folded size: 3.6875” x 8.5” Colors: 4/4 Bleeds: Yes


2014 Summer Events

2014 SUMMER EVENTS

ASU FOOTBALL HOME SCHEDULESun Devil Stadium / 480.727.0000 / thesundevils.com

ASU vs. Weber StateAugust 28, 2014

ASU vs. UCLASeptember 25, 2014

ASU vs. StanfordOctober 18, 2014

ASU vs. UtahNovember 1, 2014

ASU vs. Notre DameNovember 8, 2014

ASU vs. Washington StateNovember 22, 2014

PROFESSIONAL SPORTS

Arizona Cardinals FootballUniversity of Phoenix Stadium602.379.0102azcardinals.com

Arizona Diamondbacks BaseballChase Field888.777.4664 602.514.8400dbacks.com

Phoenix Coyotes HockeyJobing.com Arena480.563.7825phoenixcoyotes.com

Phoenix Mercury BasketballUS Airways Center602.252.9622phoenixmercury.com

Phoenix Suns BasketballUS Airways Center602.379.7867nba.com/suns

2014-2015 BROADWAY SEASONASU Gammage / 480.965.3434 / asugammage.com

KINKY BOOTSSeptember 16-21, 2014

PIPPIN December 2-7, 2014

JOSEPH AND THE AMAZING TECHNICOLOR DREAMCOAT

January 13-18, 2015

DIRTY DANCING February 17-22, 2015

RODGERS + HAMMERSTEIN’S CINDERELLA March 10-15, 2015

CHICAGOMarch 27-29, 2015

MOTOWN THE MUSICAL April 21-26, 2015

THE PHANTOM OF THE OPERA May 27 – June 7, 2015

WICKED August 26 – October 4, 2015

EnjoyTempe.com800.283.6734

FEBRUARY26OAK @ SF - Scottsdale LAD @ ARI - Salt RiverCIN @ CLE - Goodyear 27

CLE @ CIN - GoodyearARI* @ CHC - Mesa ARI* @ LAD - Glendale SD @ SEA - Peoria MIL @ OAK - Phoenix TX @ KC - Surprise28

CIN @ CLE - Goodyear CHC @ LAA - Tempe COL @ ARI - Salt River CWS @ LAD - Glendale SEA @ SD - Peoria MIL @ SF* - Scottsdale SF* @ OAK - Phoenix KC @ TX - Surprise

MARCH 1COL @ CIN - Goodyear SF @ CHC* - Mesa CLE @ CWS - GlendaleMIL* @ ARI* - Salt River LAA @ SEA - Peoria LAD @ MIL* - Maryvale TX @ OAK - Phoenix SD @ KC - SurpriseCHC* @ ARI* - Salt River (7:10 PM)

2SEA @ CLE - Goodyear OAK @ LAA - Tempe KC @ CHC - Mesa MIL @ COL - Salt River SD @ LAD - Glendale ARI @ SF - Scottsdale CWS @ TX - Surprise CIN @ SD - Peoria3

SEA* @ CIN - Goodyear CHC @ MIL - Maryvale CLE @ TX - Surprise LAA @ ARI* - Salt River KC @ CWS - Glendale COL @ SEA* - Peoria LAD @ OAK - Phoenix SD @ SF - Scottsdale CLE @ TX - SurpriseARI* @ COL - Salt River (7:05 PM)

4CWS @ CLE - Goodyear TX @ LAA - Tempe OAK* @ CHC - Mesa SF @ COL - Salt River SEA @ LAD - GlendaleMIL* @ OAK* - Phoenix CIN @ KC - Surprise ARI @ SD - Peoria5

COL* @ CHC - Mesa CLE @ SEA - Peoria KC @ ARI - Salt River SD @ CWS - Glendale OAK @ MIL - Maryvale LAA @ SF - Scottsdale COL* @ TX - SurpriseLAD @ CIN - Goodyear (7:05 PM)

6CHC @ CLE - Goodyear LAD @ LAA - Tempe OAK @ ARI - Salt River SEA @ CWS - Glendale COL @ MIL - Maryvale CIN @ SF - Scottsdale CWS @ KC - SurpriseTEX @ SD - Peoria

7CWS @ CIN* - GoodyearCHC* @ LAA* - Tempe CLE @ CHC* - MesaLAA* @ COL - Salt River TX @ LAD - Glendale CIN* @ SEA - Peoria SD @ MIL - Maryvale ARI @ OAK - PhoenixSF @ KC - Surprise8

CHC @ CIN - Goodyear ARI* @ LAA - Tempe CLE @ SD - Peoria OAK @ COL - Salt River ARI* @ CWS - Glendale SEA* @ SF - Scottsdale KC @ MIL - Maryvale LAD @ TX - SurpriseSEA* @ LAD - Glendale (7:05 PM)

9MIL* @ CLE - Goodyear CIN @ LAA - Tempe MIL* @ CHC - Mesa SD @ ARI - Salt River SF* @ LAD - GlendaleSF Futures @ SF* - Scottsdale

TX @ SEA - Peoria CWS @ OAK - Phoenix COL @ KC - Surprise10

LAA @ CLE - Goodyear CHC @ SF - Scottsdale SD @ COL - Salt River OAK @ LAD - Glendale KC @ SEA* - Peoria CWS @ MIL - Maryvale CIN @ TX - SurpriseSEA* @ ARI - Salt River (7:05 PM)

11SF @ CIN - Goodyear SEA @ LAA - Tempe COL @ CHC - Mesa CLE @ ARI - Salt River TX @ CWS - Glendale OAK @ SD - Peoria LAD @ KC - Surprise12

SD @ CLE - Goodyear MIL @ LAA - Tempe CIN @ COL* - Salt River ARI* @ LAD - Glendale KC @ OAK - Phoenix CWS @ SF - Scottsdale LAA @ TX - SurpriseARI* @ COL* - Salt River (7:05 PM)

CHC @ SEA - Peoria (7:05 PM)13KC @ CLE - Goodyear CWS @ LAA - Tempe SEA @ ARI - Salt River CIN @ LAD - Glendale MIL @ SD - PeoriaCOL @ OAK - Phoenix (7:05 PM)

SF @ TX - Surprise (6:05 PM)14LAD @ CHC - Mesa CLE @ CWS - Glendale ARI @ MIL - Maryvale COL* @ SF - Scottsdale OAK @ KC - SurpriseTX @ CIN - Goodyear (7:05 PM)

SEA @ COL* - Salt River (7:05 PM)

15ARI @ CLE - Goodyear CHC* @ KC - SurpriseNYM @ CHC* - Las Vegas LAA @ COL - Salt River SD @ LAD* - Glendale SF* @ SEA - PeoriaCIN @ MIL - Maryvale TX @ OAK* - Phoenix OAK* @ SF* - Scottsdale (3:05 PM)

LAD* @ CWS - Glendale (7:05 PM)16OAK @ CIN - Goodyear SEA @ LAA - TempeCLE* @ CHC* - Mesa NYM @ CHC* - Las Vegas CLE* @ SF - ScottsdaleMIL @ ARI - Salt River COL @ LAD - Glendale CWS @ TX - Surprise KC @ SD - Peoria17

CLE @ CIN - Goodyear SF @ LAA* - Tempe LAA* @ CHC* - Mesa CWS @ MIL - Maryvale CHC* @ OAK - Phoenix COL @ SD - PeoriaTX @ KC - Surprise (6:05 PM)

18OAK @ CWS - Glendale TX* @ MIL - MaryvaleCHC @ TX* - Surprise (7:05 PM)

SF @ CLE - Goodyear (7:05 PM)

SD @ SEA - Peoria (7:05 PM)19OAK @ CLE - Goodyear CHC @ COL* - Salt River LAA @ CWS - Glendale MIL @ SEA - PeoriaCIN @ KC - Surprise (6:05 PM)

CHC @ COL* - Salt River (7:05 PM)20TX @ CIN - Goodyear SEA @ CHC - Mesa MIL @ COL - Salt River LAA @ KC - SurpriseSF @ SD - Peoria (7:05 PM)

21KC* @ CIN - Goodyear KC* @ LAA - Tempe CHC @ CWS - Glendale CLE @ COL - Salt RiverSD @ SEA - Peoria (7:05 PM)

OAK @ SF - Scottsdale (7:05 PM)

MIL @ TX - Surprise22COL* @ CLE - Goodyear CIN @ CHC - MesaSEA* @ COL* - Salt River SF @ CWS* - Glendale SEA* @ OAK - Phoenix LAA @ MIL - Maryvale TX @ KC - Surprise CWS* @ SD - Peoria23

MIL @ CIN - Goodyear CLE @ LAA - Tempe CWS @ COL - Salt River OAK* @ SEA - Peoria CHC @ OAK* - Phoenix KC @ SF - ScottsdaleSD @ TX - Surprise

24CLE @ CIN - Goodyear SF @ LAA* - Tempe KC @ COL - Salt River CWS @ SEA - Peoria OAK @ TX - SurpriseSD @ CHC - Mesa (7:05 PM)

25TX @ CLE - GoodyearLAA* @ CHC* - Mesa COL @ CWS - Glendale SF @ MIL - Maryvale CIN @ OAK - PhoenixSEA @ KC - Surprise (6:05 PM)

CHC* @ SD - Peoria (7:05 PM)26MIL @ CLE - Goodyear CHC @ ARI - Salt River CIN @ CWS - Glendale LAA @ OAK - Phoenix COL @ SF - ScottsdaleSEA @ TX - Surprise (12:05 PM)

KC @ SD - Peoria (12:05 PM)27CWS @ CHC - Mesa CLE @ ARI* - Salt River OAK @ SF - San FranciscoARI* @ CIN* - Goodyear (12:05 PM)

CIN* @ MIL - Maryvale (12:05 PM)28CHC @ ARI - Chase Field CLE @ SD - San DiegoOAK @ SF - San FranciscoCOL @ SEA - Peoria (7:05 PM)

29CHC @ ARI - Chase FieldCLE @ SD - San Diego SEA @ COL - Salt River OAK @ SF - San Francisco

Tickets available through these

ticket agencies:– Tickets.com - 800.905.3315– Ticketmaster.com - 800.745.3000

– Visit Fry’s Marketplace Tentative, Games start at 1:05 p.m. Arizona

time unless otherwise indicated. Dates, times

and teams are subject to change.* = Split Squad

ARI Arizona DiamondbacksCHC Chicago Cubs CIN Cincinnati RedsCLE Cleveland Indians

COL Colorado RockiesCWS Chicago White SoxKC Kansas City RoyalsLAA Angels BaseballLAD Los Angeles Dodgers

MIL Milwaukee BrewersNYM New York MetsOAK Oakland A’sSD San Diego PadresSEA Seattle MarinersSF San Francisco Giants

TX Texas Rangers

2014

Client: Tempe Tourism Office Job: TTO-336 SPRING EVENTS BROCHURE Final size: 8.5” x 11” Colors: 4/4 Bleeds: Yes


Tickets: tickets.com 800.905.3315 or ticketmaster.com 800.745.3000 or visit Fry’s Marketplace

CACTUS LEAGUE SPRING TRAINING SCHEDULE 2014 TempeBaseball.com

2014 Spring Events

Client: Tempe Tourism Office Job: TTO-354 Welcome Brochure Final size: 4” x 9” Folded • 15.73” x 18” Colors: CMYK Bleeds: Yes


TRANSPORTATION INFORMATION

It is easy getting around Tempe without a car thanks to

a transportation system that includes METRO light rail, buses and free Orbit shuttles.

Connect to any of the transportation systems and travel

anywhere in the city from the Tempe Transportation Center, located on Fifth Street, two blocks east of Mill Avenue at the Veterans Way/College Avenue light rail stop.

Visitors can also rent bicycles from The Bicycle Cellar, located at the Tempe Transportation Center:

thebicyclecellar.com or (480) 219-7225.

For more information on transportation, visit the Tempe Transportation Center or go to tempe.gov/tim or call (480) 350-4311. Or, visit the Tempe Tourism Office, located at

51 W. Third St., Monday through Friday from 8:30 a.m. to 5 p.m.

ANNUAL EVENTS

ASU Sun Devil FootballSun Devil StadiumSeptember – Novemberthesundevils.com

Ironman ArizonaMill Avenue DistrictNovember 17, 2013Ironmanarizona.com

Tempe Festival of the ArtsMill Avenue DistrictDecember 6-8, 2013 tempefestivalofthearts.com

Buffalo Wild Wings BowlSun Devil StadiumDecember 28, 2013buffalowildwingsbowl.org

Circle K New Year’s EveBlock Party on Mill Avenue Mill Avenue DistrictDecember 31, 2013blockpartyonmill.com

P.F. Chang's Rock n' Roll Marathon and 1/2 MarathonMill Avenue DistrictJanuary 19, 2014runrocknroll.competitor.com/arizona

Cactus LeagueSpring TrainingTempe Diablo Stadium March 2014cactusleague.com

Great Arizona Beer Festival Tempe Beach ParkMarch 1, 2014azbeer.com/tempe.htm

Arizona Dragon Boat FestivalTempe Town LakeMarch 22-23, 2014azdba.com

Tempe Festival of the ArtsMill Avenue DistrictMarch 28-30, 2014 tempefestivalofthearts.com

July 4th Tempe Town Lake FestivalTempe Beach ParkJuly 4, 2014 tempe4th.com

Oktoberfest at Tempe Town Lake Tempe Beach Park October 2014tempeoktoberfest.com

Tempe Marketplace

Tempe Center for the Arts

Mill Avenue District

Cactus League Spring Training Hiking in Tempe

With 330 days of sunshine a year, Tempe, Arizona has long been a haven for those who like their winters mild and their days spent outdoors. Here in the sun-splashed Sonoran Desert, the list of things to do is diverse and unexpected.

Take a hike at Papago Park or “A” Mountain. Go paddle boarding on Tempe Town Lake, or stroll or bike along the five miles of pathways around this popular urban oasis.

Visit the Arizona State University (ASU) Tempe Campus. Discover free museums and galleries and ASU Gammage, a Frank Lloyd Wright-designed theatre. See an art exhibition or live music at Tempe Center for the Arts or learn something new at the Arizona Historical Society Museum.

Fun-loving Tempe is a natural fit for spirited annual events such as Oktoberfest at Tempe Town Lake and the Tempe Festivals of the Arts.

Shoppers can find a bargain at Arizona Mills, Tempe Marketplace or the Mill Avenue District. Tempe is home to a variety of restaurants including American, Mexican, Mediterranean and everything in between.

Earn your personal best at a 5K, marathon or triathlon in Tempe. Or, cheer for your favorite team at an ASU game or Cactus League Spring Training.

WELCOME TO TEMPE!

For additional information:

TEMPE TOURISM OFFICE VISITOR’S CENTER

51 W. Third St., Ste. 105

in the Mill Avenue District

Open Mon. – Fri., 8:30 a.m. – 5 p.m.

(800) 283-6734

TempeTourism.com

Twitter.com/TempeTourism

Facebook.com/TempeTourism

Pinterest.com/TempeTourism

Youtube.com/TempeTourism

Instagram.com/TempeTourism

Sun Devil Stadium

ARTS & CULTURE

Arizona Historical Society Museum at Papago Park1300 N. College Ave.Tempe, AZ 85281(480) 929-9499arizonahistoricalsociety.org

ASU Art MuseumTempe Campus10th St. & Mill AveTempe, AZ 85287-2911(480) 965-2787asuartmuseum.asu.edu

ASU GammageTempe CampusApache Blvd. & Mill Ave.Tempe, AZ 85281(480) 965-3434asugammage.com

Hall of Flame Fire Museum6101 E. Van Buren St.Phoenix, AZ 85008(602) 275-3473hallofflame.org

Pueblo Grande Museumand Archaeological Park4619 E. Washington St.Phoenix, AZ 85034(602) 495-0901pueblogrande.com

Tempe Center for the Arts700 W. Rio Salado Pkwy.Tempe, AZ 85281(480) 350-2822tempe.gov/tca

Tempe History Museum809 E. Southern Ave.Tempe, AZ 85282(480) 350-5100tempe.gov/museum

ATTRACTIONS

Arizona State University(ASU) Tempe CampusUniversity Dr. and Mill Ave.Tempe, AZ 85287(480) 965-2100asu.edu

Dave & Buster’sTempe Marketplace2000 E. Rio Salado Pkwy.Tempe, AZ 85281(480) 281-8456daveandbusters.com

Desert Botanical Garden1201 N. Galvin Pkwy.Phoenix, AZ 85008(480) 941-1225 dbg.org

GameWorksArizona Mills5000 Arizona Mills Cir. #669Tempe, AZ 85282(480) 839-4263gameworks.com

Main Event Entertainment8545 S. Emerald Dr.Tempe, AZ 85284(480) 753-1200MainEvent.com Phoenix Zoo455 N. Galvin Pkwy.Phoenix, AZ 85008(602) 273-1341phoenixzoo.org

SEA LIFE Arizona AquariumArizona Mills5000 Arizona Mills Cir., Ste. 145Tempe, AZ 85282(480) 478-7600visitsealife.com/Arizona

SHOPPING& DINING

Arizona Mills5000 S. Arizona Mills Cir.Tempe, AZ 85282(480) 491-9700arizonamills.com

IKEA Home Furnishings2110 W. IKEA Way Tempe, AZ 85284 (480) 496-5658ikea-usa.com/tempe

Mill Avenue DistrictLocated between College and Farmer Avenues, University Dr. and Tempe Town LakeTempe, AZ 85281(480) 355-6060millavenue.com

Tempe Marketplace2000 E. Rio Salado Pkwy.Tempe, AZ 85281(480) 966-9338tempemarketplace.com

OUTDOOR RECREATION

“A” Mountain The trailhead is located just east of Mill Ave. off of Third St. adjacent to the parking lot.Tempe, AZ 85281(480) 350-4311tempe.gov/amountain

The Bicycle CellarTempe Transportation Center200 E. Fifth St., Ste. 105Tempe, AZ 85281(480) 219-7225thebicyclecellar.com

Papago Park1000 N. College Ave.Tempe, AZ 85281(480) 350-4311papagosalado.org

Tempe Boat RentalsTempe Town Lake72 W. Rio Salado Pkwy.Tempe, AZ 85282(480) 303-9803boats4rent.com/tempe-town-lake/

Tempe Town Lake and Tempe Beach ParkMill Ave. and Rio Salado Pkwy.Tempe, AZ 85281(480) 350-4311tempe.gov/recreation

THINGS TO DO

For details andmore options, visit

TempeTourism.com

Tempe Tourism Office / TempeTourism.com / 800.283.673451 West Third Street, Suite 105 / Tempe, AZ 85281 / 480.894.8158

Welcome to

COLLATERAL DEVELOPMENT


COMMUNICATIONS• Personal meetings with travel writers, editors and travel bloggers

• Familiarization (FAM) Tours for travel media

• Development of website content, blog posts, social media posts, press releases, story pitches, media updates and videos

MARKETING ACTIVITIES

TOURISM DEVELOPMENT• Personal visits to AAA & CAA Travel Agencies in the U.S. and Canada

• Destination presentations

• Personal visits with tour operators and travel agents in Mexico

• Familiarization (FAM) Tours for travel agents, tour operators and call center staff

• Personal interaction with consumers in key markets

• Face-to-face appointments with domestic and international tour operators, wholesalers and receptive operators

SPORTS MARKETING• Participation at various sports focused trade shows

• Enhanced partnerships between ASU Athletics and Tempe hotels

• Development of stronger relationships with existing sports events in Tempe

GROUP SALES• Attendance at trade shows targeting corporate, association and SMERF*

meeting planners

• Personal visits to meeting planners in key cities representing a variety of vertical markets

• Familiarization (FAM) tours and receptions for national, regional and local meeting planners including ASU event planners

*Social, Military, Educational, Religious, Fraternal

17

PROGRAM OF WORK 2014–2015

AUGUST

OCTOBER

SEPTEMBER

Year-round individual Media Site Visits Tempe, AZ

AOT Call Center Training Tucson, AZ

Atlantic Region Sales Mission Washington, DC

Central Region Sales Mission Texas

Connect Marketplace Orlando, FL

Vancouver Media Mission Vancouver, Canada

Northeast Sales Mission

New Jersey, New York & Virginia

Mexico Sales Mission Guadalajara, Mexico

S.P.O.R.T.S. Annapolis, MD

Connect Sports Orlando, FL

Showcase Arizona Hermosillo, Mexico

NOVEMBER

AOT Call Center FAM Tempe, AZ Destination Arizona Tucson, AZ

Midwest Sales Mission Nebraska & Iowa

AOT Wine and Art FAM Tour Tempe, AZ

Media FAM Tour Tempe, AZ

JULY

2014

Arizona Media Marketplace Phoenix, AZ

TEAMS Conference Las Vegas, NV Central Region

Sales Mission w/Hotels St. Louis, MO

Year-round individual Meeting Planner Site Visits Tempe, AZ Central Canada Sales Mission Calgary & Edmonton, Canada

DECEMBER

Media / Travel Writers

Meeting Planners

Travel Trade

Sports Rights Holders

Consumers

18

FEBRUARY

MARCH

JUNE

APRIL

JANUARY

2015

Travel & Adventure Show Long Beach, CA Media FAM Tour Tempe, AZ

NASC Sports Symposium Milwaukee, WI

National Tour Association New Orleans, LA

Media FAM Tour Tempe, AZ

Pacific Region Sales Mission w/Hotels

Bay Area, CA

Travel & Adventure Show Santa Clara, CA

Travel & Adventure Show Chicago, IL

AOT Mexico Sales Mission Mexico City & Guadalajara, Mexico

Visit Phoenix Media Mission San Francisco, CA NCAA Football Championship Game FAM Tour Tempe, AZ

Spring Training / Greater Phoenix CVB FAM Tour Tempe, AZ

Los Angeles Media Mission Los Angeles, CA

AOT AAA FAM Tour Tempe, AZ

DECEMBER

US Airways Vacations Call Center

Training Tempe, AZ

Southwest Sales Mission

El Paso, TX & Albuquerque, NM

SMART 1 Day Event Dallas, TX

MAY

Meeting Planner FAM Tempe, AZ Pacific Region Sales Mission Denver, CO Collaborate Marketplace Orlando, FL

2014

Media / Travel Writers

Meeting Planners

Travel Trade

Sports Rights Holders

Consumers

Marketing Plan • Fiscal Year 2014–2015

MEMBERSHIP & GROUP SERVICES

ACTIVITIES Recruit new and retain current member partners in Tempe’s hospitality community. Benefits include:

• Listings on our website and in the Visitor’s Guide

• Brochure placement in our visitor center

• Receipt of client specified leads and referrals and invitations to events produced by the Tempe Tourism Office

Host the Annual Luncheon for the Tempe Tourism Office. The event’s purpose is to:

• Recap the current fiscal year

• Provide insight into the new year

• Be informative, interactive and entertaining for the audience

Host networking events which are held at various member facilities to foster communication and relationship building.

The Tempe Tourism Office group services provides meeting and event planners:

• Visitor’s Guides

• Referrals for services

• Customized welcome letters

• Promotional gift items for their attendees

19


FINANCE & ADMINISTRATION

ACTIVITIES The Tempe Tourism Office staff will provide the following:

• An annual balanced line item budget to the Board of Directors and City of Tempe

• An annual Marketing Plan to provide highlights of our program of work and media plan for the new fiscal year

• An Annual Report which provides a review of the previous fiscal year and showcases our year end results

• Financial statements at the monthly board meetings

• A budget in a positive cash position

• An annual review and a financial audit every 3rd year conducted by a third party accounting firm

• A grant application, expense reports and end of year summary to the Arizona Office of Tourism to obtain Tempe’s portion of Prop 302 marketing funds

The Tempe Tourism Office provides visitors with recommendations on accommodations, shopping, dining and other needs. We offer the visitor two options:

• A main visitor center located in our office which is staffed by a full-time employee

• A secondary visitor brochure cart on Mill Avenue for weekend visitors

Documents

MARKETING PLAN - Tempe Tourism · Marketing Plan • Fiscal Year 2014–2015 4 Stephanie Nowack President & CEO [email protected] 480.305.1380 Ginger Dude Business Manager