marketing plan - Tempe Tourism Office

MARKETING PLAN
FISCAL YEAR 2014/2015
WELCOME
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
President and CEO
Marketing Plan • Fiscal Year 2014–2015
Deborah Ostreicher
Board Chair
VISION
To be the most trusted source
of travel information for the
City of Tempe.
MISSION
To promote the City of Tempe as
a desirable leisure and business
travel destination.
VISITOR INFORMATION
Main Office & Visitor Center
51 W. Third Street, Suite #105
Tempe, AZ 85281
1.800.283.6734
info@tempetourism.com
tempetourism.com
facebook.com/tempetourism
youtube.com/tempetourism
twitter.com/tempetourism
pinterest.com/tempetourism
instagram.com/tempetourism
2
STRATEGIES & RESULTS
MARKETING ACTIVITIES
• Advertising
• Group Sales
• Communications
• Digital Marketing
• Sports Marketing
• ASU Partnerships
• Tourism Marketing & Development
TEMPE TOURISM FACILITATES THE CONNECTION
AUDIENCES
• Media
• Consumers
• Travel Writers
• Meeting Planners
• Sports Rights Holders
• Domestic & Receptive Tour Operators
• AAA/CAA Travel Agents
INCREASE VISITORS TO TEMPE
RESULTS
Generates revenue for the City of Tempe, Tempe’s
businesses and helps to sustain a desirable quality
of life for residents.
Marketing Plan • Fiscal Year 2014–2015
3
STAFF MEMBERS
FINANCE & ADMINISTRATION
Stephanie Nowack
President & CEO
stephanie@tempetourism.com
480.305.1380
Ginger Dude
Business Manager
ginger@tempetourism.com
480.305.1360
MARKETING & COMMUNICATIONS
Michael Martin
Executive Vice President
michael@tempetourism.com
480.305.1370
Toni Smith
Director of Communications
toni@tempetourism.com
480.305.1372
Amy Griglak
Digital Marketing Manager
amy@tempetourism.com
480.305.1385
Patrick Sesty
Digital Content Coordinator
patrick@tempetourism.com
480.305.1362
Nancy Black
Tourism Development Manager
nancy@tempetourism.com
480.305.1368
Shawn Lewis
Sports & Tourism
Marketing Manager
shawn@tempetourism.com
480.305.1377
James Tevault
Director of Sales
james@tempetourism.com
480.305.1365
Olivia Hall
Group Sales Manager
olivia@tempetourism.com
480.305.1357
Matt Connelly
Group Sales Manager
matt@tempetourism.com
480.305.1375
Sofia Preston
Membership & Services Manager
sofia@tempetourism.com
480.305.1390
Customer Service Specialist
alicia@tempetourism.com
480.894.8158
SALES & SERVICES
VISITOR CENTER
Alicia Kentz
Marketing Plan • Fiscal Year 2014–2015
4
BOARD OF DIRECTORS – 2014-2015
CHAIR
Deborah Ostreicher.................Phoenix Sky Harbor International Airport
VICE CHAIR
Michael Reed............................ASU Gammage
SECRETARY/TREASURER
Ken McKenzie...........................Tempe Mission Palms Hotel
PAST CHAIR
Robin Trick ...............................House of Tricks
EX-OFFICIO
Stephanie Nowack...................Tempe Tourism Office
DIRECTORS:
Daryl Crawford.........................ASU Karsten Golf Course
Margaret Dunn.........................Dunn Transportation
Steve Eberhart..........................Phoenix Marriott Tempe at the Buttes
Don Fassinger...........................Tempe Center for the Arts
Shelley Hearn............................City of Tempe
Dave Johnston...........................Arizona Mills
John Kane...................................Architekton
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
Kelly Rafferty............................City of Tempe Parks & Recreation
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
Judi Yates...................................Yates Enterprises, Inc.
Josh Yeager................................Double Dutch & Co.
Mary Young...............................M.Y. Events, Inc
Marketing Plan • Fiscal Year 2014–2015
5
2014/15 BUDGET
2014/15 PROJECTED REVENUE
2014/15 PROJECTED REVENUE
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
Marketing Programs
$1,307,570
Marketing Personnel
$639,398
Operations$327,312
Benefits$277,443
Operations Personnel
$245,134
In-Kind Expense
$37,900
TOTAL BUDGET
TOTAL EXPENSES
$
2,834,757
Marketing Plan • Fiscal Year 2014–2015
$
2,834,757
6
TEMPE LODGING MARKET
OCCUPANCY*
53% 52%
2009
57% 56%
2010
61%
58%
2011
60% 58%
61% 60%
2012
2013
Tempe Metro Phoenix
AVERAGE DAILY RATE*
$106
$98
$89
2009
$88
$87
$81
2010
2011
$109
$106
$104
$88
2012
2013
Tempe Metro Phoenix
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.
REVENUE PER AVAILABLE ROOM (REVPAR)*
$62
$55
$47
2009
$53
$48
2010
2011
$53
2012
Tempe Metro Phoenix
Marketing Plan • Fiscal Year 2014–2015
$65
$61
$60
$53
2013
*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
7
GOALS & OBJECTIVES
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.
Marketing Plan • Fiscal Year 2014–2015
8
NEW INITIATIVES
1
SALES MISSIONS
2
MEXICO CO-OP
3
MAJOR SPORTING EVENTS
The 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.
The 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.
The 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.
Marketing Plan • Fiscal Year 2014–2015
9
ADVERTISING PLAN
TARGET MARKETS – GEOGRAPHIC
MEXICO
USA
STATES & PROVINCES (USA, MEXICO)
Primary:
California
Colorado
Illinois
Washington
Sonora
Secondary:
Indiana
Missouri
Minnesota
Nevada
New Jersey
New Mexico
North Dakota
Ohio
Oregon
Pennsylvania
South Dakota
Utah
Virginia
TOTAL CIRCULATION
Specific Cities:
Chicago
Denver
Los Angeles
San Francisco/Oakland
Seattle
Hermosillo
TOTAL IMPRESSIONS
14,441,071 47,036,606
Marketing Plan • Fiscal Year 2014–2015
10
ADVERTISING PLAN
BEHAVIORAL TARGETING
The Tempe Tourism Office will target consumers who show
an interest in Tempe and Arizona based on the following criteria:
EVENTS
LGBT TRAVEL
MEETINGS LOCATIONS
MLB SPRING TRAINING
OUTDOOR
RECREATION
SHOPPING
TRAVEL TO TEMPE,
PHOENIX & ARIZONA
WARM WEATHER
Marketing Plan • Fiscal Year 2014–2015
11
MEDIA PLACEMENT SCHEDULE FY 2014–2015
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DIGITAL MARKETING
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
WEBSITES AND SOCIAL MEDIA
• Mobile banner ads
Main website............................... tempetourism.com
Sunny Arizona website.............. visitsunnyaz.com
Facebook....................................... facebook.com/tempetourism
Instagram...................................... instagram.com/tempetourism
Pinterest........................................ pinterest.com/tempetourism
Twitter........................................... @tempetourism
Foursquare.................................... foursquare.com/tempetourism
Tempe Blog................................... tempetourism.com/blog
YouTube......................................... youtube.com/tempetourism
• 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
Marketing Plan • Fiscal Year 2014–2015
14
2014 SUMMER EVENTS
CACTUS
LEAGUE
FEBRUAR
Y
26
SPRING
OAK
LAD @ SF - Scotts
CIN @@ ARI - Salt dale
CLE - GoodRiver
27
year
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ARI*@ CIN - Good
ARI* @ CHC - Mesayear
SD @ @ LAD - Glend
MIL SEA - Peoria ale
TX @@KCOAK - Phoen
- Surpr
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28
CIN
CHC @ CLE - Good
COL @ LAA - Tempyear
ARI - Salt e
CWS @
River
SEA @ LAD - Glend
MIL @ SD - Peoria ale
SF* @@ SF* - Scotts
KC @ TXOAK - Phoendale
- Surpr
ix
ise
TRAINING
SCHEDULE
2014
This 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.
ts: ticke
ts.com
2014 Spr
ing Eve
nts
Ar i z o nA StAte U ni ve r S i ty P r e fe r r e d H ote l P r o gr A m
nd A’s
SD San
size: 3.6875” x 8.5”
Diego
Final folded
Padre
SEA Seattl
e Marin s
SF San
ers
Franci
sco Giants
TX Texas
Range
rs
Job: TTO-337 SUMMER EVENTS BROCHURE
Client: Tempe Tourism Office
800.905.3
Job: TTO-344 Visitors Guide
Final size: 4” x 9”
000 or
visit Fry’s
Mark
Colors: CMYK
Bleeds: Yes
Created by: DAVIDSON & BELLUSO • 602.277.1185 • www.davidsonbelluso.com
Tempe
Tourism
etplace
Office
Job: TTO-336
Created
by: DAVIDSO SPRING EVENTS
BROCHU
N & BELLUSO
RE
• 602.277.1
Final
size:
185 •
8.5” x
www.davi
11”
Colors:
dsonbellu
4/4
so.com
Bleeds:
Yes
AS U /T e mpe p re f e rre d H oTe lS
CompeTing AgAinST ASU?
Here’S WHere To STAy in Tempe
This guide, designed to showcase
Tempe’s meeting facilities, is
produced as an online version ONLY.
It is targeted to meeting planners.
Mill Avenue District
Hall of Flame Fire Museum
Tempe Campus
Apache Blvd. & Mill Ave.
Tempe, AZ 85281
(480) 965-3434
asugammage.com
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.
ASU Gammage
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.
ASU Art Museum
1201 N. Galvin Pkwy.
Phoenix, AZ 85008
(480) 941-1225
dbg.org
Desert Botanical Garden
Tempe Marketplace
2000 E. Rio Salado Pkwy.
Tempe, AZ 85281
(480) 281-8456
daveandbusters.com
Arizona Mills
ARTS & CULTURE
THINGS TO DO
WELCOME TO TEMPE!
Arizona Historical Society
Museum at Papago Park
The Bicycle Cellar
SHOPPING
& DINING
University Dr. and Mill Ave.
Tempe, AZ 85287
(480) 965-2100
asu.edu
Arizona State University
(ASU) Tempe Campus
ATTRACTIONS
Sun Devil Stadium
Papago Park
Tempe Transportation Center
200 E. Fifth St., Ste. 105
Tempe, AZ 85281
(480) 219-7225
thebicyclecellar.com
5000 S. Arizona Mills Cir.
Tempe, AZ 85282
(480) 491-9700
arizonamills.com
Dave & Buster’s
Arizona Mills
5000 Arizona Mills Cir., Ste. 145
Tempe, AZ 85282
(480) 478-7600
visitsealife.com/Arizona
SEA LIFE Arizona Aquarium
The trailhead is located just east of
Mill Ave. off of Third St. adjacent to
the parking lot.
Tempe, AZ 85281
(480) 350-4311
tempe.gov/amountain
“A” Mountain
OUTDOOR
RECREATION
Tempe Center for the Arts
Tempe Marketplace
1300 N. College Ave.
Tempe, AZ 85281
(480) 929-9499
arizonahistoricalsociety.org
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.
Tempe Boat Rentals
1000 N. College Ave.
Tempe, AZ 85281
(480) 350-4311
papagosalado.org
IKEA Home Furnishings
For details and
more options, visit
TempeTourism.com
Tempe Town Lake
March 22-23, 2014
azdba.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.
Tempe Festival of the Arts
Mill Avenue District
March 28-30, 2014
tempefestivalofthearts.com
July 4th Tempe Town
Lake Festival
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.
Tempe Beach Park
July 4, 2014
tempe4th.com
Oktoberfest at
Tempe Town Lake
Mill Avenue District
Tempe Beach Park
January 19, 2014
October 2014
runrocknroll.competitor.com/arizona
tempeoktoberfest.com
Client: Tempe Tourism Office
Job: TTO-354 Welcome Brochure
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.
Tempe Campus
10th St. & Mill Ave
Tempe, AZ 85287-2911
(480) 965-2787
asuartmuseum.asu.edu
GameWorks
Mill Avenue District
2110 W. IKEA Way
Tempe, AZ 85284
(480) 496-5658
ikea-usa.com/tempe
P.F. Chang's Rock n' Roll
Marathon and 1/2 Marathon
6101 E. Van Buren St.
Phoenix, AZ 85008
(602) 275-3473
hallofflame.org
Tempe Town Lake
72 W. Rio Salado Pkwy.
Tempe, AZ 85282
(480) 303-9803
boats4rent.com/tempe-town-lake/
Located between College and
Farmer Avenues, University Dr.
and Tempe Town Lake
Tempe, AZ 85281
(480) 355-6060
millavenue.com
Mill Avenue District
December 31, 2013
blockpartyonmill.com
Pueblo Grande Museum
and Archaeological Park
Tempe Town Lake and
Tempe Beach Park
Tempe Marketplace
Circle K New Year’s Eve
Block Party on Mill Avenue
Arizona Dragon
Boat Festival
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.
Arizona Mills
5000 Arizona Mills Cir. #669
Tempe, AZ 85282
(480) 839-4263
gameworks.com
Buffalo Wild Wings Bowl
Sun Devil Stadium
December 28, 2013
buffalowildwingsbowl.org
Great Arizona
Beer Festival
Tempe Beach Park
March 1, 2014
azbeer.com/tempe.htm
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.
Main Event Entertainment
Mill Avenue District
December 6-8, 2013
tempefestivalofthearts.com
4619 E. Washington St.
Phoenix, AZ 85034
(602) 495-0901
pueblogrande.com
8545 S. Emerald Dr.
Tempe, AZ 85284
(480) 753-1200
MainEvent.com
Tempe Festival of the Arts
Tempe Center for the Arts
Mill Avenue District
November 17, 2013
Ironmanarizona.com
700 W. Rio Salado Pkwy.
Tempe, AZ 85281
(480) 350-2822
tempe.gov/tca
Tempe Diablo Stadium
March 2014
cactusleague.com
Ironman Arizona
Tempe History Museum
ASU Sun Devil Football
Sun Devil Stadium
September – November
thesundevils.com
Welcome to
Hiking in Tempe
Cactus League
Spring Training
Twitter.com/TempeTourism
Cactus League Spring Training
ANNUAL EVENTS
TEMPE TOURISM OFFICE
VISITOR’S CENTER
This 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.
51 W. Third St., Ste. 105
Mill Ave. and Rio Salado Pkwy.
Tempe, AZ 85281
(480) 350-4311
tempe.gov/recreation
2000 E. Rio Salado Pkwy.
Tempe, AZ 85281
(480) 966-9338
tempemarketplace.com
SPORTS PLANNING GUIDE
For additional information:
Phoenix Zoo
Tempe
455 N. Galvin Pkwy.
Phoenix, AZ 85008
(602) 273-1341
phoenixzoo.org
PHX
Bleeds: Yes
809 E. Southern Ave.
Tempe, AZ 85282
(480) 350-5100
tempe.gov/museum
Colors: CMYK
Instagram.com/TempeTourism
Final size: 8.375” x 10.875”
Facebook.com/TempeTourism
Pinterest.com/TempeTourism
Youtube.com/TempeTourism
Job: TTO-345 Group Cover
Created by: DAVIDSON & BELLUSO • 602.277.1185 • www.davidsonbelluso.com
in the Mill Avenue District
Open Mon. – Fri., 8:30 a.m. – 5 p.m.
(800) 283-6734
Client: Tempe Tourism Office
These brochures are printed
every season (5,000 – 7,500) and
used as a way to provide upto-date information on events in
Tempe and act as a supplement
to our visitor’s guide.
ASU PREFERRED
HOTEL PROGRAM
TempeTourism.com
Scottsdale
Phoenix
Tempe Tourism Office / TempeMeetings.com / 866.914.0685
FALL, SPRING &
SUMMER BROCHURES
w w w . T e m p e T o u r i s m . c o m
GROUP PLANNING GUIDE
Group Planning Guide
Bleeds: Yes
51 West Third Street, Suite 105
Tempe, Arizona 85281
m 800.
745.3
Client:
Colors: 4/4
Created by: DAVIDSON & BELLUSO • 602.277.1185 • www.davidsonbelluso.com
315 or
ticketmas
ter.co
Tempe Tourism Office
TempeTourism.com / 800.283.6734
Client: Tempe Tourism Office
2014 Summer Events
Temp
eBaseball
7
.com
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15
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(3:05 PM)
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year
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COL @ CHC* - Mesa
@ CHC*
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CLE @SEASON
2014-2015 BROADWAY
CWS @ LAD
@ SD ise
- Glend
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Sun Devil
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MIL*
KC @ @
26
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/ asugammage.com
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vs. Utah
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2014
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November
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2014
OAK
28,
- Surpr ix
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August
Temp
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- Phoen
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September 16-21, 2014
CWS @ CHC* - Mesa
COL @@ OAK - Phoen
SEA @ SF - Scotts ix
- Salt River
KC - Surpr ix
2
CHC* @ MILASU
- Maryv
vs. Notre Dame
KC @@SDTX - Surpr dale
ASU vs. UCLA
(7:10 PM)
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ise
SEA
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September 25, 2014 TX @ @
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CHC @ CLE - Good
KC @ @ LAA - Tempyear
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MIL CHC - Mesa e
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TX* @ CWS - November
October 18, 2014
SF - San River
KC @ @ LAD - Glend
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January 13-18, 2015
CHC @ MIL - Maryv ale
Francisco
CIN*
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CWS @ SF - Scotts ale
CIN* @
TX* - Surpr ale
Goodyear
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CIN @@ TX - Surprdale
CLE - Good
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(12:05
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SD @ SEA
28
SEA*@@TX - Surpr ale
DIRTY DANCING
ale (12:05
PM)
3
ARI - Saltise
- Peoriayear (7:05 PM)
CHC
PM)
February 17-22, 2015 SEA*
19
(7:05 PM)PM)
11
SPORTS
RiverPROFESSIONAL
CLE @ ARI - Chase
(7:05 PM)
OAK
SF @
CHC @ CIN - Good
Field
OAK @ SD - San
CHC @@ CLE - Good
SEA CIN - Good
CLE @@ MILCINDERELLA
RODGERS + HAMMERSTEIN’S
COL @@ SF - San Diego
- Maryvyear
COL*
year
year
TX - Surpr
LAA
Francisco
SEA - Peoria
ale
COL @ LAA - Temp
@ CWS - Salt River
Football
March 10-15, 2015 LAA @ ARI*
Arizona Cardinals
MIL
29
CLE @@ CHC - Mesa e
- Glend
KC @ CWS - Saltise
(7:05
@
SEA
PM)
University of Phoenix
CIN @Stadium
River
CHC
- Peoria ale
TX @ ARI - Salt
COL @
SEA* Glend
- Surpr
ale
CLE @ ARI - Chase
CHICAGO
OAK CWS - GlendRiver 602.379.0102 CHC @ KC
LAD @
- Peoria
COL* - ise (6:05
Field
SEA @ SD - San Diego
LAD @@ SD - Peoriaale
Salt River PM)
March 27-29, 2015 SD @ SFOAK - Phoen
azcardinals.com20
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KC - Surpr
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- Scotts
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(7:05 PM)
@ SF - - Salt River
TX @
12
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TX - Surprdale
ARI*@
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SEA CIN -Baseball
@ COL
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SD @
MOTOWN THE MUSICAL
Arizona Diamondbacks
isco
- Saltise
MIL @ CHC
MIL CLE - Good
River (7:05
April 21-26, 2015 4
Chase Field LAA @ COL -- Mesa
CIN @ LAA - Tempyear
CWS
Salt
PM)
Tickets
COL* 888.777.4664SF @ @ KC - Surpr River
e
CLE - Good
ARI*@
TX @ @
avail
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ticket
LAA OPERA
OF THE
able throu
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year
602.514.8400
KC @ @ LAD - GlendRiver
for 2 0 1 4 -2 0 1 5 intercollegiAte AtHleticS
agencies:
(7:05 PM)
21
@ CHCTempe
gh these
– Tick
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May 27 – June 7,
dbacks.com KC*
@
LAA @ SF - Scotts ix
SEA COL - Salt Mesa
– Tickeets.com - 800.90
KC* @ CIN - Good
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5.3315
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tempe, ArizonA, home of the All of the hotels listed are located within four miles of all
CIN @@ OAK* - Phoen
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SEA - Peoria River
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Arena
August 26 – October
Jobing.com
45.3000
ARI @
Surprise ix
of Asu’s sports facilities.
Arizona
state
university
sun
SD @@ COL - Salt ale
Tenta
13
SD - Peoria
e Devils!
(7:05 (7:05
tive,
480.563.7825
OAK SEA - PeoriaRiver
PM) PM)
KC @
time unless Games start
5
if i can help you in any way as you plan your upcoming trip
the and
tempe
tourism
phoenixcoyotes.com
MIL @@ SF - Scotts (7:05 PM)
CWS CLE - Good
at 1:05team wants to make it easier
COL*
otherw office
TX - Surpr dale (7:05
year
p.m. Arizon
ise indica
SEA @ LAA - Temp
to tempe, please let me know.
for youteams
to find
accommodations
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22
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CIN @ ARI - Salt e
KC @@ SEA - Peoria
to chang Dates, times
Mercury Basketball
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River
Best of luck with your team goals this year!
e.
MIL @ LAD - Glend
@ CLE
SD @ ARI - Salt River
Squad
CIN Center
US Airways
- Good
COL @ SD - Peoria ale
EnjoyTempe.com
OAK CWS - Glend
enclosed
are the hotels that partner with Asu to offer you
SEA*@ CHC - Mesa year
ARI Arizon
OAK 602.252.9622
SF @ @
LAA @ MIL - Maryvale
s h Awn Le wi s
Phoen
SF @ @ COL* - Salt
TX - Surpr
a Diamoand locations that are close the university
the
best
pricing
ix (7:05
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COL*@ SF - Scotts ale
phoenixmercury.com
800.283.6734
River
ndbac
Chicag
SEA* CWS* - Glend
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14
sports & tourism marketing manager
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ks
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o Cubs
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LAA @@ OAK - Phoen
LAD @
CIN - Good ise
shawn@tempetourism.com • (480) 305-1377
MIL
CHC TX @Suns Basketball
Phoenix
- Maryv ix
CLE
CLE Clevel nati Reds
6
year (7:05
Mesa
- Surpr
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CWS* KCCenter
ARI @ CWS - Glend
CHC
US Airways
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COL Coloraand Indian
@ SD - ise
s
COL*@ MIL - Maryv ale
LAD @@ CLE - Good
Peoria
602.379.7867
23
CWS Chicagdo Rockie
LAA OAK @@ SF - Scotts ale
OAK @
s
Tempeyear
MIL
nba.com/suns
KC
o
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White
TX @
KC Kansa
- Surpr dale
SEA
- Salt River
CLE @ CIN - Good
Sox
SEA @CIN - Good ise
COL @ CWS - Glend
LAA Angels City Royals
CWS @ LAA - Tempyear
COL* - year (7:05
CIN @ MIL - Maryv ale
Salt River
OAK*@ COL - Salt e
PM)
LAD Los s Baseball
SF - Scotts ale
CWS @
@ SEA
River
(7:05 PM)
CHC
Angel
@
dale
KC
Peoria
@
TEX @
MIL Milwa
es Dodge
- Surpr
KC @ SFOAK* - Phoen
SD - Peoria
ise
- Scotts
NYM New ukee Brewe rs
SD @ TX
ix
rs
- Surpr dale
OAK Oakla York Mets
ise
Ticke
2014
TEMPE VISITOR’S GUIDE
Visitor’s Guide
2014
COLLATERAL DEVELOPMENT
Tempe Tourism Office / TempeTourism.com / 800.283.6734
51 West Third Street, Suite 105 / Tempe, AZ 85281 / 480.894.8158
Final size: 4” x 9” Folded • 15.73” x 18”
Colors: CMYK
This piece is specifically designed
to encourage intercollegiate
coaches to stay at Tempebased hotels when playing
against ASU. Hotels are selected
based on their willingness to
conduct a rebate program with
ASU Intercollegiate Athletics.
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.
Bleeds: Yes
Created by: DAVIDSON & BELLUSO • 602.277.1185 • www.davidsonbelluso.com
101
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.
• Tempe is located less than 10 minutes from
PHX Sky Harbor International Airport
2014-2015
Park & Fly Tempe
• Pedestrian-friendly Mill Avenue District boasts more
than 100 shops, restaurants and attractions
METRO light rail
101
• 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 Wrightdesigned ASU Gammage.
Tickets: 480.965.3434 • asugammage.com
KINKY BOOTS
PIPPIN
JOSEPH AND THE AMAZING
TECHNICOLOR DREAMCOAT
DIRTY DANCING
RODGERS + HAMMERSTEIN’S
CINDERELLA
CHICAGO
MOTOWN THE MUSICAL
THE PHANTOM OF THE OPERA
WICKED
Sept. 16-21, 2014
Dec. 2-7, 2014
Jan. 13-18, 2015
Feb.17-22, 2015
Mar. 10-15, 2015
Mar. 27-29, 2015
Apr. 21-26, 2015
May 27- June 7, 2015
Aug. 26-Oct. 4, 2015
ViSiTOr inFOrMATiOn SErVicES:
Arizona Office of Tourism arizonaguide.com
PHX Sky Harbor phxskyharbor.com
road conditions az511.com
Weather wrh.noaa.gov/psr
800.283.6734 • TempeTourism.com
51 West Third Street • Suite 105 • Tempe, AZ 85281
800.283.6734 • 480.894.8158 • Fax 480.968.8004
tourism@tempetourism.com
Visitor’s Center: 8:30 a.m.–5:00 p.m., Mon.-Fri.
Serving Tempe & Phoenix Sky Harbor
International Airport
PARK & FLY BROCHURE
This brochure features Tempe
hotels that offer a park and
fly package which allows a
traveler 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 the
hotel pre- or post-trip. We
print 500 and distribute to
statewide travel agents.
Marketing Plan • Fiscal Year 2014–2015
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.
15
MARKETING ACTIVITIES
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
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
Marketing Plan • Fiscal Year 2014–2015
16
PROGRAM OF WORK 2014–2015
Year-r
ou
n g Pl a n d i n d i v i d u
a
nner S
ite Vis l
its
Tempe
, AZ
Centra
l Cana
d
a
Calgar
y & Ed Sales Missio
monto
n, Can n
ada
Conne
ct Spo
Orland rts
o, F L
Mexic
o Sa
Guada les Mission
lajara ,
Mexico
N
New Je ortheast Sa
le
rsey, N
ew Yor s Mission
k & Vir
ginia
Meeti
2014
J U LY
Year-r
ou
Media nd individu
al
Si
Tempe te Visits
, AZ
AUGUST
SEPTEMB
ER
A OT C
all
Tucson Center Trai
ning
, AZ
S.P.O.
Annap R .T.S.
olis, M
D
Showc
as
Hermo e Arizona
s i l l o, M
exico
A OT W
ine an
d Art
FAM T
ou
Tempe r
, AZ
At l a n t
ic
Washin Region Sale
s Miss
gton, D
ion
C
Centra
l Re g i o
n Sale
Texas
s
OCTOBER
Media
FAM T
ou
Tempe r
, AZ
T E AM
S Conf
er
Las Ve ence
gas, N
V
C
entr
Sales
M i s s i o a l Re g i o n
n w/H
o
St . Lo u t e l s
i s , MO
Vanco
uv
Vanco er Media M
uver, C
ission
anada
Conne
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Orland Marketplac
e
o, F L
NOVEMBE
R
Missio
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A OT C
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Tempe Center FAM
, AZ
Destin
at
Tucson ion Arizona
, AZ
Midwe
st Sale
s Miss
Nebra
ion
ska &
Iowa
Arizon
a Med
ia Mar
Ph o e n
ketpla
ix , AZ
ce
Media / Travel Writers
Meeting Planners
Travel Trade
Sports Rights Holders
Consumers
DECEMBE
R
17
Sou
E l Pa s o t h w e s t S a l e
, TX &
s
Albuqu Mission
e rq u e ,
NM
2014
DECEMBE
R
US Air
ways V
acatio
Traini
ns Cal
ng
l Cent
Tempe
er
, AZ
Travel
&
Lo s A n
Ad v e n
geles
t u re S
ho
Chicag w
o, I L
Media
M
Lo s A n i s s i o n
geles,
CA
Travel
& Ad v
e n t u re
Show
Santa
C l a ra ,
CA
Visit P
hoenix
Media
Missi
S a n Fr
ancisc on
o, C A
NCAA
Fo o t b
all Cha
mp
Game ionship
FAM T
ou
Tempe r
, AZ
A OT M
exico
Sales
Mi
Mexico ssion
C
Guada
lajara , ity &
Mexico
Spring
Trai
P h o e n n i n g / G re a
ix CVB
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Tempe
, AZ
A OT A
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Tempe r
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, LA
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Bay Ar egion Sales
ea , CA
Missio
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&
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Tempe M Tour
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MARCH
Media
FA
Tempe M Tour
, AZ
APRIL
MAY
JUNE
NASC
Sp
M i l w a o r t s Sy m p o
sium
ukee,
WI
Media / Travel Writers
Meeting Planners
Travel Trade
Sports Rights Holders
Consumers
18
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
Marketing Plan • Fiscal Year 2014–2015
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
Marketing Plan • Fiscal Year 2014–2015
20