Dear Friends and Colleagues:
The Tempe Tourism Office team is honored to promote our city to meeting planners, sports rights holders, travel agents, tour operators, journalists and leisure visitors. The success of Tempe’s tourism industry generates a positive return on investment for our businesses and community. On behalf of our dedicated staff and our visionary board of directors, we are proud to present a summary of our 2013-2014 accomplishments. Highlights include:
• Increased business for Tempe hotels, with 2013 hotel receipts reaching $97 million, a 4% increase over the prior year.
• Introduced a new brand, Tempe, Refreshingly Arizona, that was incorporated into our advertising, marketing materials and website. • Launched a new website with a responsive design and an increased
emphasis on updated seasonal content, photography and videos. • Continued our partnership with Phoenix and Scottsdale on a
consumeradvertising campaign targeting Canada’s largest cities. The campaign included print and online components with more than 8 million impressions.
• Coordinated ‘familiarization’ trips for journalists from the United States, Mexico and Canada resulting in Tempe features and articles in outlets such as SMART Meetings, Tu Casa Nueva, Home & Away, Family Travels on a Budget and Association News.
• Enhanced recognition of Tempe as a favorable sports destination with an economic impact from sporting events topping $24 million.
Thank you for your continued support as we enthusiastically promote Tempe as a welcoming destination.
Sincerely,
Stephanie Nowack Robin Trick
President and CEO Board Chair
WELCOME
MISSION
To promote the City of Tempe as
a desirable leisure and business
travel destination.
VISITOR INFORMATION
Main Office & Visitor Center
51 W. Third Street, Suite #105
Tempe, AZ 85281
1.800.283.6734
[email protected]
tempetourism.com
VISION
To be the most trusted source
of travel information for the
City of 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
CHAIR
Robin Trick
...House of Tricks
VICE CHAIR
Deborah Ostreicher
...Phoenix Sky Harbor International Airport
SECRETARY/TREASURER
Ken McKenzie
...Tempe Mission Palms Hotel
PAST CHAIR
Daryl Crawford
...ASU Karsten Golf Course
EX-OFFICIO
Stephanie Nowack
...Tempe Tourism Office
DIRECTORS
Steve Eberhart
...Phoenix Marriott Tempe at the Buttes
Don Fassinger
...Tempe Center for the Arts
Shelley Hearn
...City of Tempe
Bill Kennedy Jr.
...ASU Intercollegiate Athletics
Mary Ann Miller
...Tempe Chamber of Commerce
Denise Neff
...Vestar Development
Jim O’Meara
...Courtyard by Marriott Downtown Tempe
Kathi Overkamp
...US Airways
Michael Reed
...ASU Gammage
Tom Rogers
...Arizona Amateur Athletic Union
John Sallot
...Desert Botanical Garden
Al Taylor
...Special Moments Catering
Pat Thielen-Warren
...Twin Palms Hotel
Peggy Traister
...Rustler’s Rooste
Corey Woods
...City of Tempe
Josh Yeager
...Double Dutch & Co.
Mary Young
...M.Y. Events, Inc
Marketing $1,416,290
Personnel $1,071,583
Operations $340,306
In-Kind Expense
$54,708
*In an effort to further impact room nights, the Tempe Tourism Office implemented a late Spring campaign with weather.com and a Summer campaign with Expedia. Both campaigns utilized reserve funds.Tempe Bed Tax
$2,130,000
Prop 302 Funding
$484,054
Promotional Participation
$71,690
In-Kind Donations
$54,708
Advertising Income
$41,025
Membership $39,091
Annual Meeting
$10,240
Interest $101
2013-2014 REVENUE
2013-2014 EXPENSES
TOTAL REVENUE
$
2,830,909
TOTAL EXPENSES
$
2,882,887
2013/14 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% 60% 61% 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
• Built and launched a new, responsive designed website that is more user-friendly and can be updated instantly.
• Recorded a total of 319,467 visits to our website.
• Hosted more than 30 travel writers on individual and group familiarization tours. • Completed 18 videos on a variety of subjects including events, brew pubs,
restaurants, hotels and family fun. These videos are shared via social media, search results and online advertising.
• Launched a new brand: Tempe, Refreshingly Arizona. The new brand is reflected in the new website, business systems and advertising.
• New ads, featuring updated photography with a prominent picture frame, were designed to show how to ‘capture’ the Tempe experience.
• Received and distributed 19,796 requests for information for Tempe and an additional 4,168 requests for Sunny Arizona information.
• Visited with 288 AAA & CAA travel agents during sales calls in Canada and the Northeast.
• Hosted more than 20 travel agents and tour operators from the U.S., Canada and Mexico during FAM programs throughout the year.
• Continued cooperative marketing in Mexico with Descubre Phoenix, Chandler Tourism, Arizona Mills and the Arizona Office of Tourism.
• Generated 144 sports marketing leads and 123 sports bookings with an economic impact of $24 million, 18,463 room nights and 38,866 attendees.
• Hosted the USA Triathlon Collegiate National Championship for the second year in a row and welcomed 119 teams from universities from across the United States. • Hosted major annual events including Ironman Arizona, Kajikawa Classic, Pat’s Run,
Triple Crown and the P.F. Chang’s Rock n’ Roll Arizona Marathon & ½ Marathon.
• Generated 181 group leads, 37 bookings, 3,691 booked room nights, 2,233 attendees and an economic impact of $1,399,985.
• Hosted more than 100 NFL staff and sponsors at a Super Bowl Familiarization Tour
breakfast event at the Tempe Center for the Arts.
• Launched the Simpleview Extranet system for lead distribution for hotel partners.
EXECUTIVE SUMMARY
COMMUNICATIONS &
WEBSITE MARKETING
MARKETING & ADVERTISING
TOURISM MARKETING
& DEVELOPMENT
SPORTS MARKETING
MEMBERSHIP
• Welcomed 12 new members in FY 2013/2014
Category Count
Accommodations 30
Business Resources/Convention Services 23
Dining & Nightlife & Catering 27
Points of Interest 17
Sports 7
Shopping 5
Transportation/Tours 22
EXECUTIVE SUMMARY
(CONT’D)
Planned events for members and worked with Group Sales team on client events.
Event Attendees
Annual Luncheon 145
Tempe Info Tour 11
ASU Meeting Planner presentation 30
Spring Training networking event 25
Publication Circulation Impressions AAA Publications
Home & Away 1,075,201
Midwest Traveler 522,000
Living 2,471,160
World 2,490,000
Arizona Office of Tourism
E-blast – December 295,000 E-blast – January 295,000 Visitor Guide 450,000 ASU/ IMG Sports
Banner ads 200,000 E-blasts 320,000 Social Media 117,000 Canada Coop -Phoenix/Scottsdale/Tempe Newspaper Insert 725,000 Digital Edition 108,000
Landing Page Views 49,050
Online Placements 6,355,000 E-mail campaign 700,000 Expedia.com 802,000 LA Angels of Anaheim 111,000 260,000 ESPN Spring Training 7,708,000
Publication Circulation Impressions
MNI Networks Fall Season 2,850,000 Spring Training 5,100,000 Pandora Spring Training 1,250,000 Pride Guides Arizona 420,000 1,100,000 Colorado 8,700 New Mexico 300,000 550,000 SMART Meetings 176,320 270,000 Specific Media Fall Campaign 1,650,000 Spring Training 3,105,000 Sunset Magazine 2,977,000 3,280,000
Travel Guides Free 2,292,000
Trip Advisor 1,556,000 US Airways Magazine 3,000,000 Weather.com 2,400,000 Yahoo! Summer 1,000,000 Fall 1,000,000 Spring 1,475,000 TOTALS: 15,307,681 45,505,750
ADVERTISING PLACEMENT
60,813,431
COMBINED IMPRESSIONS
TOP 10 STATES & PROVINCES
FOR REQUESTS
1 California 2 Ontario 3 British Columbia 4 Alberta 5 Arizona 6 Texas 7 Illinois 8 Florida 9 Washington 10 New YorkConsumers are learning about traveling to Tempe in multiple ways including the Tempe Visitor’s Guide, website and social media properties.
Requests for mailed visitor information packets decreased this year, reflecting a trend toward more online travel research.
REQUESTS FOR INFORMATION
27,285 12,606 22,752 19,796 16,192
2011/2012
2012/2013
2013/2014
2010/2011
2009/2010
The Tempe Tourism Office launched a new website in April 2014. The new site has the following features:
• An emphasis on new updated seasonal content, more photography and videos.
• A responsive design, allowing the content to be viewed on any size screen from desktop to mobile device. • A seamless integration for analytics and marketing programs for display and mobile advertising.
Positive year-over-year indicators for the 4th quarter in FY 13/14, since the launch of the new website, include: • A 39% increase in the average time on our site.
• A 3% decrease in our bounce rate.
A goal is to achieve first page listings on Google, Bing and Yahoo. For the fiscal year, the website achieved first page listings for 85 of our keywords with an average of 63.4% keyword visibility across all search engines. Tempe Tourism continued to host VisitSunnyAZ.com, a partnership with Chandler
Tourism, as a portal for AAA and CAA consumers and travel agents.
Total visits: 319,467
Page views: 713,326
Page views per visit: 2.26
Average time on site: 1:17
Impressions: 12,239,851
Clicks: 162,121
Click-through-rate: 1.3%
DIGITAL MARKETING
OVERALL PERFORMANCE OF THE TEMPETOURISM.COM
(Includes display and mobile sites)
PAY-PER-CLICK ADVERTISING
Pay-per-click advertising continues to be a great source of visitation to the website and social media platforms and ensures top
COLLATERAL
The Tempe Tourism Office produces a variety of publications:
• Official Tempe Visitor’s Guide 75,000 • ‘Welcome to Tempe’ Brochure 10,000 • Angels Spring Training Insert 10,000 • Fall Events Brochure 7,500 • Spring Events Brochure 11,000 • Summer Events Brochure 2,500 • Park n’ Fly Brochure 500 • ASU Preferred Hotel Program Brochure 500
The Tempe Tourism team:
Provided digital versions of the Tempe Visitor’s Guide with 703 downloads and the Tempe Group Planning Guide with 258 downloads.
Wrote new copy for every page of the new website and loaded all of the content, including listings, photos and events.
Completed 18 videos on a variety of subjects including events, brew pubs, restaurants, hotels and family fun. These videos are shared via social media, search results and online advertising.
PUBLIC RELATIONS
Developed and distributed e-newsletters:
Audience Count Open Rate
AAA/CAA Agents 1,494 7.6%
Consumers 786 29.8%
Meeting Planners 1,401 31.5%
Membership 332 32.1%
As a result of public relation efforts, the tourism office generated coverage for Tempe in 29 articles resulting in 4.6 million impressions in publications such as:
• AAA Home & Away • Association News
• Family Travels on a Budget • Los Angeles Times • Seattle Gay News • SMART Meetings • Travel & Leisure China • Tu Casa Nueva
Hosted more than 30 travel writers on individual and group familiarization tours.
Promoted Tempe at media events and sales missions in Seattle, Portland, New York, Dallas and Rockford, IL.
COMMUNICATIONS
The Tempe Tourism Office maintained an active presence on social media platforms including Facebook, Twitter, Instagram, Pinterest and YouTube.
While the number of fans, followers and subscribers is important, a goal is to create content that will generate quality interactions with followers and grow the fan base.
2013/2014 2012/2013
Facebook Fans 15,157 11,505 Twitter Followers 2,426 1,650
Pinterest Followers 477 298
YouTube Subscribers 108 52 Total interactions which include likes, retweets, video views and blog readership are tracked on a monthly basis. Interactions have increased considerably over the past year.
2013/2014 2012/2013
Total Interactions
(+8.9%)
85,860
78,875
In October 2013, the tourism office partnered with ASU Gammage to run a #HakunaMatata Tempe Photo Contest on Facebook. The campaign helped promote Disney’s THE LION KING prior to its opening night in Tempe. The goal was
to engage current and acquire new Facebook fans. As a result, there were 384 unique visitors to the campaign, 6 contest entries and 11 new fans.
The Tempe Tourism team introduced a new regular feature on Facebook: “Photos of the Week.” Each week, four or five photos of Tempe are curated and posted to the Facebook page, giving credit to the Instagram or Twitter user who posted them originally. These posts that capitalize on user generated content produced an average of 40-50 total interactions, making them a popular addition to Facebook content.
Staff wrote frequent blog posts that continue to consistently be in the top 5 referring links to the website TempeTourism. com. Blog topics include weekly events, seasonal activities, restaurants, shopping, attractions and interviews with local business owners or community partners.
The website was cross promoted through social media properties by including links to TempeTourism.com and generated 1,932 visits to the site.
TRAVEL TRADE & CONSUMER PROGRAMS
Republished Tempe Park & Fly brochure and visited 26 Tucson travel agencies to promote the program. In addition, the brochure was distributed to an additional 56 agents throughout Arizona.
Worked with the Arizona Office of Tourism to conduct a
call center training session at their call center and then hosted a FAM tour for the group to showcase Tempe’s attractions and activities.
Produced and distributed seasonal events brochures to travel agent databases throughout Arizona, the United States and Canada.
• Fall: 2,090 agents • Spring: 2,770 agents • Summer: 95 agents
Received 1,095 requests for Tempe Visitor’s Guides from travel agents.
Conducted a product training session for 35 US Airways Vacations call center representatives and promoted Tempe attractions and activities.
Partnered with Chandler to attend consumer shows in key markets and distributed 1,200 Spring Events brochures, 1,300 Tempe Visitor’s Guides and 150 Sunny Arizona Family Guides. Bay Area Travel & Adventure Show 16,123 attendees Los Angeles Travel & Adventure Sho w 32,000 attendees Attended National Tour Association and conducted 24 appointments with prospective tour operators.
SUNNY ARIZONA PROGRAMS
Conducted two Sunny Arizona sales missions in southwestern Ontario and Greater Philadelphia and visited a total of 288 agents in 39 offices.
Hosted 9 AAA and CAA agents from North Carolina, South Carolina, Oklahoma, Washington, Connecticut and Ontario on the annual Sunny Arizona Familiarization Tour in Tempe and Chandler.
Hosted 7 AAA and CAA travel agents from California, Indiana, Ohio, Texas, Ontario, Manitoba and New Brunswick on the Arizona Office of Tourism FAM and showcased Tempe. Mailed 2,770 Sunny Arizona Family Guides to AAA and CAA agents and fulfilled an additional 785 requests from agents. Fulfilled a total of 4,168 consumer requests for information
that were generated through our Sunny Arizona advertising in
Home & Away, Midwest Traveler, Living, World and our website VisitSunnyAZ.com.
ARTS & CULTURE
Distributed the weekly ‘Tempe Events This Week’ e-mail to promote arts, culture, music and special events to 141 members, 75 area concierges and the Tempe Tourism Office board members.
Increased Tempe’s visibility as an arts & cultural destination
through social media.
• Published 63 blogs on TempeToursim.com
• Wrote 22 articles for Examiner.com and received a total of 1,695 page views
• Posted 53 weekly events blogs on the Tempe Thoughts Blog
TOURISM MARKETING
TOURISM MARKETING
(CONT’D)
LGBT MARKET
Placed Tempe banners and related content in the Arizona, Colorado and New Mexico Pride Guide E-Newsletters.
State Clicks Open Rate Subscribers
Arizona 4,150 31% 1,302
New Mexico 3,800 27% 1,039
Colorado 2,350 24% 572
Worked with Pride Guides to distribute Tempe brochures at Pride celebrations in Las Vegas, Phoenix, Long Beach, Denver, Albuquerque, Seattle and San Diego.
MEXICO
Attended the Annual Showcase Arizona event in Hermosillo, Sonora, Mexico and distributed Tempe Visitor’s Guides, Tempe & Chandler maps and gift items to more than 800 attendees. Participated in the Mexico Sales Mission with the Arizona Office of Tourism and met with key tour operators, travel agents and media.
• Mexico City: 145 • Guadalajara: 35
Hosted a group of 7 tour operators from Guadalajara on a
Spring Familiarization tour and showcased Mill Avenue, ASU, Papago Park and Arizona Mills.
Supported the Descubre Phoenix office where consumers receive travel assistance with a visitor center, sports and event ticket sales and hotel booking services for Phoenix/ Tempe area hotels.
Conducted seasonal campaigns with both Chandler and Arizona Mills to promote travel to Tempe during Christmas, Easter and summer.
Worked with Chandler to develop a single Spanish language map to show the cities’ hotels, attractions
and shopping locations.
CANADA
Co-sponsored a consumer advertising program with Phoenix and Scottsdale which included a newspaper insert and digital components in Canada’s largest cities.
• Sojern Impressions: 2,000,000
• Mobile banner ad impressions: 2,800,000 • Air Canada impressions: 1,000,000
• Newspaper Circulation: 763,353
• Targeted e-mails: 750,000
• Network ad impressions: 555,000
• Digital edition page views: 108,000
• Sweepstakes impressions: 60,870
• Sweepstakes entries: 21,169 • Requests for information: 6,220
The Tempe Tourism Office sports marketing efforts generated: • 144 sports marketing leads • 123 sports bookings • 18,463 room nights • 38,866 attendees
• $24 million economic impact
Tempe hosted the USA Triathlon Collegiate National Championship for the second year in a row and welcomed 119 teams from universities from across the United States.
Managed the ASU Preferred Hotel Program, designed to drive Tempe room nights from teams competing against ASU. • 3,883 room nights booked in 13/14 with an economic impact of $4,704,232.
• Produced and distributed 500 ASU Preferred Hotel Program brochures to coaches and athletic staff across the United States. Reached out to sports rights holders through face-to-face appointments and meetings throughout the year to generate interest in Tempe.
• TEAMS 2013 22 appointments
• National Association of Sports Commissioners 17 appointments
• Olympic Sports Link 6 appointments
IMPACT OF MAJOR EVENTS
Event Participants Room Nights Economic Impact*
staying in Tempe
PF Chang’s Rock n’ Roll
Marathon & ½ Marathon 27,904 8,689 $7,952,373
2013 Ironman Arizona 2,700 2,000 $4,169,880 Triple Crown Spring Championship 1,500 1,177 $926,640 USA Triathlon Collegiate Championship 1,250 600 $1,853,280 Kajikawa Classic 750 739 $1,158,300
*Economic impact calculation is based on number of participants and their travel party size x daily visitor spending x # of days in Tempe. SOURCE: Behavior Research Visitor Impact Study 2011.
Continued to promote the Tempe Tourism Office Services Program which generated 71 service requests and referrals.
Participated in the Super Bowl Familiarization Tour by hosting more than 100 NFL staff and major sponsors at a breakfast event at the Tempe Center for the Arts.
Launched the Simpleview Extranet system for lead distribution for hotel partners. Increased presence on Cvent to ensure Tempe hotels have the opportunity to respond to more leads for meetings.
MEETING PLANNER TRADESHOWS
Tradeshow Target Market Planners Appointments RFPs
Connect Marketplace Association 450 67 6
Holiday Showcase Association 1,200 54 7
Destination Arizona Association/ 33 20 16
Corporate
Collaborate Marketplace Corporate 450 45 1
California Sales Mission & Corporate 170 76 2
Conference Direct Meeting
SMART Meetings Corporate 50 20 40
Palm Beach Dallas Palm Springs Charlotte San Francisco
The Group Sales team generated: • 181 group leads
• 37 bookings • 3,691 room nights • 2,233 attendees
Breakdown by Market Segment: • Association: 66 • Corporate: 69 • Government: 11 • SMERF: 35
