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
Marketing Plan • Fiscal Year 2014–2015 3
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
Marketing Plan • Fiscal Year 2014–2015 4
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
Marketing Plan • Fiscal Year 2014–2015 5
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 Plan • Fiscal Year 2014–2015 6
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
Marketing Plan • Fiscal Year 2014–2015 7
*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
Marketing Plan • Fiscal Year 2014–2015 8
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
Marketing Plan • Fiscal Year 2014–2015 9
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
Marketing Plan • Fiscal Year 2014–2015 10
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
Marketing Plan • Fiscal Year 2014–2015 11
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
Pride Guide Arizona Newsletter
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
Sunset Magazine & Digital
AAA Living
Pandora Online
SMART Meetings Online
Yahoo! Mobile
AAA World
SMART Meetings Online
Yahoo! Mobile
MNI Online Networks
Pride Guide New Mexico Newsletter
Pride Guide Colorado Newsletter
Sunset Magazine & Digital
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
Pride Guide Arizona Newsletter
Arizona Office of Tourism E-Newsletter
Pride Guide Arizona 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
SMART Meetings Online
Marketing Plan • Fiscal Year 2014–2015 14
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
Marketing Plan • Fiscal Year 2014–2015 15
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
Created by: DAVIDSON & BELLUSO • 602.277.1185 • www.davidsonbelluso.com
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
Created by: DAVIDSON & BELLUSO • 602.277.1185 • www.davidsonbelluso.com
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
Created by: DAVIDSON & BELLUSO • 602.277.1185 • www.davidsonbelluso.com
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
Created by: DAVIDSON & BELLUSO • 602.277.1185 • www.davidsonbelluso.com
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
Marketing Plan • Fiscal Year 2014–2015 16
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
Marketing Plan • Fiscal Year 2014–2015 20
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