VISIT PHOENIX 2019 BOS PRESENTATION.PDF

FY 2018-19
Contract Performance
Michael Mooney
Executive VP & COO


FY 17-18 FY 18-19
Operating Budget Operating Budget
$16.5 million $16.9 million
FY 19-20 Operating Budget
$19 million

ANNUAL
REPORT
2018-19
1

TABLE OF CONTENTS B O A R D O F D I R E C T O R S
Financials 6 Richard H. Dozer Chair | Chairman, Blue Cross Blue Shield of Arizona and Chairman,
Viad Board of Directors
Convention Services 7 Win Holden Immediate Past Chair | Former Publisher, Arizona Highways & CEO,
Grand Canyon State Logo Signs
Visitor Services 7 J. Bruce Lange Vice Chair | Managing Director, Westin Kierland Resort
Manny Molina Vice Chair | President, Molina Outdoor, LLC
Convention Sales 8
Robert J. Miller Secretary/Treasurer | Attorney at Law, Bryan Cave Leighton Paisner, LLP
Laura C. Giles Chief Counsel | Attorney at Law, Ballard Spahr, LLP
Marketing 10
George Dean Executive Committee | President & CEO, Greater Phoenix Urban League
Mike Ehmann Executive Committee | General Manager, Sheraton Phoenix Downtown Hotel
Media Relations 12
Steve Moore Executive Committee, Ex-Officio | President & CEO, Visit Phoenix
Membership 13
John Chan Director, Phoenix Convention Center & Venues
Tourism 14 Steve Chucri Supervisor, District 2, Maricopa County Board of Supervisors
Steven Cohn President, PHXhotel, LLC
Laura Franco French Senior Policy Advisor, Office of Mayor Kate Gallego, City of Phoenix
Neil Giuliano President & CEO, Greater Phoenix Leadership
Paul Gray General Manager, Arizona Grand Resort
Derrick Hall President, Arizona Diamondbacks
Steve Hart Area GM and General Manager, JW Marriott Desert Ridge Resort & Spa
Robert Hayward Senior Vice President, CHMWarnick
Debbie Johnson Executive Director, Arizona Office of Tourism
Curt Krizan Chief Financial Officer, Fiesta Bowl
Paige Lund General Manager, JW Marriott Scottsdale Camelback Inn
Michael Martin Director of Economic Development, Arizona Public Service Company
Greg Miller Executive Vice President of Operations, Enchantment Group
Steve Moster President & CEO, Viad Corp
Jodi Noble Partner, Deloitte
Michael Nowakowski Councilman, District 7, City of Phoenix
Devney Preuss President & CEO, Downtown Phoenix Inc.
Kim Sabow President & CEO, Arizona Lodging & Tourism Association
Tom Sadler President & CEO, Arizona Sports & Tourism Authority
Todd Sanders President & CEO, Greater Phoenix Chamber of Commerce
Ray Schey Publisher, Phoenix Business Journal
*Board composition as of June 30, 2019
2 3

M I S S I O N S TA T E M E N T
Visit Phoenix’s mission is to enhance the lives of our neighbors,
support people at work within our community and contribute to the
creation of economic opportunity in Greater Phoenix through brand
development and promotion of the destination.
V I S I O N S TA T E M E N T
Greater Phoenix will be on the top of travelers and meeting
planners’ consideration lists for both leisure and business travel.
With Visit Phoenix’s efforts, Greater Phoenix will achieve a healthy
and sustainable visitor industry for the enjoyment of the visitor and
the benefit of the local community.
4

FINANCIALS CONVENTION SERVICES
Acting as a liaison between meeting planners, Visit Phoenix’s member businesses, key community
partners and our own Visit Phoenix associates, the convention services department assists meeting
16%
professionals with all aspects of their promotional and planning needs.
$297,647.14
in registration revenues
Total FY 18/19 Revenues
$16.8
Private Sector: $2.6 million
MILLION Public Sector: $14.1 million
4,235 396 82
member referrals distributed leads to Visit Phoenix customized client site tours
84% member businesses
Hotel Market Performance
VISITOR SERVICES
The Phoenix-metro hotel market has experienced growth in all hotel performance indicators
in 2018 and the first six months of 2019. Not only is the market experiencing growth, but the The visitor services department is at the front lines when visitors need assistance. With a
increases in occupancy and RevPAR are one of the highest in STR Inc’s Top 25 Markets. permanent location at the Phoenix Convention Center, along with a mobile desk for group
assistance, the visitor services staff is ready to answer questions, make recommendations and
generally welcome Phoenix visitors warmly to the destination.
2018 2019 YTD Through June
2.9% Occupancy increase 1.4% Occupancy increase
2.3% ADR increase 3.1% ADR increase
5.3% RevPAR increase 4.6% RevPAR increase
5.4% Increase in room nights sold 1.9% Increase in room nights sold
(representing an additional 859,572 room (representing 168,581 room nights sold in the
nights sold in the market compared to 2017) market compared to the first six months of 2018)
10,782 of walk-ins 14,274 member referrals
10,421 requests and inquiries received 41,775 travel guides distributed at airports and
from visitors Sky Harbor car rental facility
6 7

CONVENTION SALES T O TA L S B Y P R O D U C T
The convention sales department represents the two distinct meeting products within Greater
Phoenix: (1) the downtown Phoenix market, anchored by the Phoenix Convention Center; and (2)
the hotel and resort market. The department comprises two sales teams: the citywide sales team
focuses on filling the PCC while the hotel/resort team’s focus is on maximizing group business at
area hotels and resorts.
C O M B I N E D T O TA L S
Phoenix Convention Center
991
total meetings booked into PCC, hotels and resorts 82 meetings booked $392,358,250 estimated direct spend
307,250 future delegates booked generated by delegates
348,164 definite room nights booked 430 leads received
751,824 515,797
total room nights booked total delegates booked
$484,606,588
estimated direct spend
3,276 those leads 4,015,186
account for
total leads received room nights
140
meeting planners hosted for site tours and inspections
44 Greater Phoenix Area Hotel/Resorts
trade shows, events and sales missions attended by
909 meetings booked $92,248,338 estimated direct spend
and/or conducted by sales staff
208,547 future delegates booked generated by delegates
403,660 definite room nights booked 2,846 leads received
8 9

MARKETING 79,340 2019 OFFICIAL TRAVEL GUIDE
unique email VISIT PHOENIX
addresses for email E AT // P L AY // S TAY
The marketing department oversees visitphoenix.com, along with all advertising, email marketing,
marketing
social media, collateral and publication development, video production, consumer research,
and photography efforts. The department’s principal goals are to ensure the integrity of the Visit 29,327
Phoenix brand and deliver a consistent marketing message to consumers and clients across all travel guide
mediums of communication. CHECKLISTS OF FUN! requests
pg. 16
25% DINING UPSCALE pg. 20 vs. CASUAL PICKS
PHOENIX pg. 8 INSIDER
increase of email NEIGHBORHOOD ROUNDUP pg. 10
W E B S I T E sign-ups
3,738,264 9,458,657
A D V E R T I S I N G
visits to website page views
Top 10 Website Traffic 213,154,161
Target Markets
ad impressions
New York City: 146,431
Los Angeles: 143,075
Tucson: 68,331 Print Online Out-of-Home
Chicago: 67,364
T H E Y S A Y I T ’ S J U S T A N O T H E R M E E T I N G .
San Francisco Region: 56,064 W E S A Y, Y O U ’ L L N E V E R W A N T I T T O E N D .
Washington D.C. Region: 47,897
Denver: 43,497
Minneapolis Region: 43,120
Dallas Region: 42,324
Seattle Region: 39,978
After circuit, together—until a every while on city you the starts get convention to to blur
Phoenix. unexpected, where connections Unhurried Phoenix are and is forged a wholly place
in trails. surprise boardrooms So you. come, Explore or and on let urban more Phoenix at
VisitPhoenix.com/meetings.
C R O W D R I F F
S O C I A L M E D I A
3,000+
Crowdriff images displayed
throughout visitphoenix.com
240+ 227,578 53,552 48,218 406,684
site pages with Facebook likes Twitter followers Instagram followers YouTube views
Crowdriff elements 5% increase YOY 1% increase YOY 14% increase YOY 6% increase YOY
10 11

MEDIA RELATIONS MEMBERSHIP
The media relations department manages domestic and international media relations to promote The membership department offers businesses resources and targeted exposure to the
Greater Phoenix’s assets as a premier leisure travel and meetings destination. The department convention, meeting and leisure visitor markets. The department is committed to making available
establishes and fosters relationships with newspaper and magazine writers and editors, freelance relevant education, business intelligence, and networking and marketing opportunities that assist
travel writers, social media influencers, the authors of travel-industry websites and popular blogs, members in realizing their goals.
and representatives from travel television and radio programs.
192,905,707
audience reached (through top-tier publications)
1,419 346
travel writers and media assisted
influencers hosted
P U B L I S H E D A R T I C L E S
1,028 21
total members member events
155
84%
articles published about Phoenix
(+240 including social media posts)
of membership revenue derives from
core group of businesses affiliated with
Visit Phoenix for 3+ years.
Top Published Articles
87% 188
Discover the Best of Phoenix Five Best Things To Do in Phoenix
of members average Mixer
National Geographic Let’s Travel Magazine
retained in FY attendance
Is Phoenix Worth Visiting? A Surprise to Everyone — The Emerging Creative
Why Phoenix is an Underrated City Culture of Phoenix, AZ L I S T I N G S B Y C A T E G O R Y
Thrillist Santa Monica Observer
Dining = 254
Accomodations = 214
Convention & Services = 161
Entertainment = 103
Five Best Things To Do In 1 Downtown must-see - Discover part Phoenix Downtown: of the Valley has become in just the a Venues = 89
Destination U.S.A., Arizona Phoenix past establishing murals decade. making themselves With buildings local in come businesses the to area, life
and downtown visitor apartment attractions. is alive complexes with all all sorts around, of Relocation = 86
First, arts stunning district make street a and stop art. take at Next, photos Roosevelt chow with down Row the
at offering America’s one of stellar top the chefs. selections many Matt’s local from Big restaurants Breakfast, some of Outdoor Activities = 69
By Phoenix Lauren is rising Marshall in popular destinations as there is so much to do in the area, not to mention POMO Teeter Butcher House, Pizzeria, and Welcome Taco Pizzeria Chelo, Bianco, Diner The are Arrogant Nobu just at a
that If you many are planning people fly a trip in-and-out to Arizona, of the plan city to when spend visiting time in Sedona the hip city and and The take Grand part Canyon. in the few of downtown. of the many places to enjoy a taste Shopping = 39
Five Best Things to do in Phoenix. Continue in Heritage the Square, tour with home a history to the lesson oldest
house may way over make in to Phoenix. the you local thirsty, All bars that so for make innovative exploring your Golf = 37
cocktail & Cantina, Twisted, selections Bliss Bar REBAR, Bianco, and The local Valley Breadfruit beer; Bar, Bitter PAZ &
Rum Ale House…to Bar, Wilderness, name a few. Angels Trumpet
If around you can, the plan first your weekend visit to Phoenix of the Transportation = 36
month. First Friday A local on Roosevelt favourite is Row to attend where
vendors Valley their art, gather music, and artists to culinary showcase from creations across and and the sell Spas & Health = 25
more!
2 Did Desert - Go you on is in know an Arizona, architecture much or of that the it’s tour: Sonoran the only
region cacti grow? in the world where Saguaro Sports = 12
The the Cactus cacti are Wren, home and to are the considered state bird,
such the serious Sonoran a crucial fines Desert for part tampering of that the you architecture with could them. face of
One up close of the and best learn places more to about see the desert- cacti
dwelling Botanical fauna Garden. and The flora garden is Desert offers
Desert Botanical Garden Sunset, © Adam Rodriguez a escape grab wealth a bite from of at knowledge the the on-site hustle and and restaurant a bustle, sense and so of Total: 1,169 Listings
go for an enlightening stroll.
94 94 www.letstravelmag.com www.letstravelmag.com Airlines, U.S.A., Air Arizona Tahiti Nui U.S.A., Business, Arizona Hotels www.letstravelmag.com www.letstravelmag.com 95 95
12 13

TOURISM S A L E S M I S S I O N S
The tourism department promotes the Greater Phoenix area to the domestic and international
leisure travel markets to maximize both length and experiences in the Phoenix area. The team
works primarily through wholesalers, receptive operators, tour operators, and travel agents.
10 103
sales missions meetings with travel agents
• Calgary & Vancouver • Mexico City and Guadalajara (AOT Mexico
103 173
• Toronto & Montreal Trade and Media Mission)
member leads clients were hosted during
• East Coast (NY/NJ/CT) • Edmonton and Vancouver (AOT
generated FAMs and site inspections,
• Paris TravelBrands Canada Roadshow)
239% increase YOY
• San Francisco • Southern California
• Dallas & Fort Worth • Germany & Switzerland
T R A D E S H O W S
8,538 19,261
fulfillment inquiries, fulfillment pieces,
18% increase YOY 46% increase YOY
6 792
trade shows clients reached
Delta University Trade Show Go West Summit
Client Reach = 179 Client Reach = 27
Number of Appointments = 39
World Travel Market
Client Reach = 34 TravelBrands Agent
Number of Appointments = 34 Appreciation Show
Client Reach = 548
American Bus Association
Meeting & Marketplace IPW
Sales Missions Client Reach = 43 Client Reach = 76
Trade Shows Number of Appointments = 23 Number of Appointments = 78
14 15

www.visitphoenix.com
400 E. Van Buren St. Suite 600
Phoenix AZ 85004
16

Activity 1 Performance to Contract Goal
Activity 1 – Convention Fiscal Year Last Year Fiscal Year Fiscal Year % of Goal
Sales Total Total Variance Goal
Estimated Resort Room 403,660 443,137 -8.9% 380,000 106.23%
Nights
Estimated Direct $92,248,338 $195,325,718 -52.8% 169,795,400 54.33%
Expenditure (Resort)
Estimated PCC Attendance 307,250 286,889 7.1% 290,000 105.95%
Estimated Direct $392,358,250 $366,357,253 7.1% 370,330,000 105.95%
Expenditure (PCC)
Hotel (50%) $242,303,294 $280,841,486 -13.7% $270,062,700 89.72%
Restaurant,
Retail & Other $242,303,294 $280,841,486 -13.7% $270,062,700 89.72%
(50%)
County Revenue Impact $3,004,561 $3,482,434 -13.7% 3,348,777 97.13%
(Hotel*0.72%+RR&0*0.52%)

Activity 2 Performance to Contract Goal
Activity 2 – Marketing & This Year Total Last Year Fiscal Year This Year % of Goal
PR/Communications Total Variance Fiscal Goal
Website Unique 3,738,264 3,205,804 16.6% 3,525,000 106.05%
Sessions/Visits
VVG Requests from Website 29,356 29,581 -0.8% 26,000 112.91%
Visitors
Social Media Engagement 255,794 449,245 -43.1% 394,235 64.88%

Activity 3 Performance to Contract Goal
Activity 3 – Leisure Travel This Year Total Last Year Fiscal Year This Year % of Goal
Promotion Total Variance Fiscal Goal
Client Reach 2,056 1,745 17.8% 1,600 128.5%
Fulfillment Inquiries 8,538 7,259 17.6% 7,200 118.58%

Activity 4 Performance to Contract Goal
Activity 4 – Visitor This Year Total Last Year Fiscal Year This Year % of Goal
Services Total Variance Fiscal Goal
Walk-in Visitors Served 10,782 15,642 -31.1% 16,000 67.39%
Other VIC Inquiries 10,421 13,641 -23.6% 13,500 77.19%

FY 19 Lead Distribution by Maricopa County Supervisor District
District 1,
2,091
District 5,
11,802
District 2,
9,802
District 3,
11,290
District 4,
1,167

FY 19 Booked Room Night Distribution by
Maricopa County Supervisor District
District 2
District 1 90,841
13,809
District 3
164,082
District 5
468,643
District 4
19,116

FY 2019 Membership Dues by Maricopa County Supervisor District
District 1,
$110,481
District 5,
$294,324
District 2,
$216,206
District 4,
$37,405
District 3,
$245,419

Estimated Maricopa County
2018 Travel Impacts
• $24.4 billion in total direct travel spending in AZ
• Total travel spending in Maricopa County
generated $15.3 billion
• Maricopa County travel-generated employment:
107,660
Source: Arizona Travel Impact Report from Dean Runyan Associates, prepared for the Arizona Office of Tourism

2019-20
BUSINESS
DEVELOPMENT
PLAN

ABOUT US
Visit Phoenix is a non-profit organization that promotes the Greater Phoenix
community to a global audience of travelers and books conventions into the
Phoenix Convention Center and area hotels and resorts. Visit Phoenix cultivates
and maintains relationships with convention and meeting planners, journalists
and influencers, travel agents and tour operators.
We produce marketing and brand campaigns promoting leisure travel and
meetings, coordinate site visits, conduct media tours and maintain the official
tourism website for Greater Phoenix. In partnership with our more than 1,000
member businesses, Visit Phoenix brings business to Greater Phoenix that would
not otherwise come—from leisure visitors to group meetings to popular sports
events. Through this, Greater Phoenix can compete in today’s globalized,
networked world for its share of the world’s consumers, businesses, investment,
capital, respect, and attention.
SECTION 2

MISSION
Visit Phoenix’s mission is to enhance the lives of our neighbors, support people at
work within our community and contribute to the creation of economic opportunity
in Greater Phoenix through brand development and promotion of the destination.
VISION
Greater Phoenix will be on the top of travelers and meeting planners’
consideration lists for both leisure and business travel. With Visit Phoenix’s
efforts, Greater Phoenix will achieve a healthy and sustainable visitor industry
for the enjoyment of the visitor and the benefit of the local community.
SECTION 3

TABLE OF CONTENTS
CONVENTION SALES 5
CONVENTION SERVICES 9
MARKETING 12
MEDIA RELATIONS 15
TOURISM 18
MEMBERSHIP 20
RESEARCH 23
SECTION 4

CONVENTION SALES
The convention sales department represents the two distinct meeting products
within Greater Phoenix. The department comprises two sales teams: the citywide
sales team focuses on filling the Phoenix Convention Center, while the hotel and
resort team focuses on maximizing group business at area hotels and resorts.
5

Fiscal Year Objectives & Strategies
Promote the evolution of downtown Phoenix as a premier
convention destination following renovations of the major
convention hotels, the development of hospitality assets, and
1 the addition of Canyon on Third at the Phoenix Convention
Center. How? Reinforce downtown Phoenix’s positioning as a hub
for medical, healthcare and other innovation economy
• Expand client hosting opportunities to showcase the city conventions. How?
through a series of sponsored industry events, citywide buyer 2
education & familiarization trips, and a targeted fly-in program. • Continue to leverage our partnership with Association Forum
to promote the Phoenix Biomedical Campus and
• Collaborate with the Phoenix Convention Center along with the medical technology industry in Phoenix to healthcare
the downtown hospitality community to share the news of the association executives and decision makers. This will include
renovated convention hotels as well as future developments being a key sponsor of Healthcare Collaborative in January
during sales missions and tradeshows. with a hosted event targeting Chicago-based planners that will
serve to promote the region's intellectual assets.
• Partner with the Phoenix Convention Center to promote Canyon
on Third as an addition of creative event space for hosting • Sponsor an Association Forum’s CEO-only workshop on
branded exhibitions and receptions. disruptive technologies in healthcare featuring Phoenix-based
subject matter experts from the Phoenix Biomedical Campus.
• Amplify the sales efforts of our larger convention hotels
in support of promoting their respective renovations both • Enlist the support of Phoenix-based innovators and
internally with the Global Sales teams and their customers. entrepreneurs whose stories of community building generate
appeal to both attendees and meeting planners across
• Continue to leverage our strategic partnerships with
all verticals.
HelmsBriscoe, Experient, ConferenceDirect, HPN Global, and
Cvent to further promote the downtown hotels.
CONVENTION SALES 6

Fiscal Year Objectives & Strategies
Provide elevated level of direct sales advocacy for our
Valley hotels and resorts and all members through
additional CVB staffing and delivery of a comprehensive
3 program of work. How?
Position the destination’s meeting and events assets as a prime
• Visit Phoenix will hire a Director of Resort Sales to oversee value to entice and attract conventions within our traditionally
sales initiatives to better address and support the needs of our softer summer period. How?
member hotels and resorts. 4
• Enhance our visibility and awareness with the Religious
• Host hotel/resort roundtables to gain property insight and share Conference Management Association (RCMA) community
market research to better insulate our members from the effect through elevated sponsorship at its annual event as well as year-
of any potential economic downcycle. round education and brand messaging that speaks specifically
to the needs of the faith-based segment.
• Promote our fly-in program through various third-party meeting
and event sourcing platforms and on visitphoenix.com/meetings. • Reinforce strategic alliances with key third-party meeting and
event planners operating in the religious and fraternal vertical
• Implement a total account management approach to
such as Arrowhead Meetings & Events, Connect Faith, and IMN.
incrementally increase our portfolio share of in-house and
citywide business. • Collaborate with Phoenix Convention Center as well as the hotel
and resort community to promote need period awareness and
• Enhance our recession plans to prepare for a potential
the value of our destination to all audiences that we know meet
economic slowdown.
during this period.
• Increase amount of sales missions and number of hotel/resort
partner participation.
CONVENTION SALES 7

Program of Work
Our programs provide participating members the opportunity to interact with
meeting and convention decision makers via sales missions, client events and
trade shows. These turn-key opportunities are robust and comprehensive, with the
singular goal of ensuring that Visit Phoenix’s partners achieve the highest return
on their participation investment.
The Program of Work for the sales department is now available in the Member
Extranet. The document will be updated throughout the year, so we encourage our
members to continually check the Extranet for any changes.
For more information, please contact:
Director of Sales
Ronnie Collins
602-452-6215
rcollins@visitphoenix.com
CONVENTION SALES 8

CONVENTION SERVICES
The convention services department is the servicing arm of convention sales, acting
as a liaison between meeting planners, Visit Phoenix member businesses and
community partners. The department assists meetings professionals with all aspects
of their promotional and planning needs, and also offers a preferred convention
group housing solution and registration support.
9

Fiscal Year Objectives & Strategies
Positively impact attendee experience within the destination
to organically create Greater Phoenix ambassadors. How?
1 • Collaborate with the marketing department to refine content
aimed at connecting the group attendees with the destination. Provide support to meeting planners throughout the
planning phases to ensure event success and influence repeat
• Strengthen alliance with the Phoenix Convention Center,
business. How?
downtown hotels’ event teams, and Downtown Phoenix Inc. to
2
enhance the delegate experience in downtown. • Attend prior year’s conventions to learn key convention aspects
and promote the destination to build interest among convention
• Work with meeting planners to develop a targeted attendee
delegates about coming to Phoenix.
engagement plan that goes into effect from launch of
registration, housing and throughout the lifecycle of the • Promote Visit Phoenix’s registration and staffing services for
event. This includes the use of videos captured during pre- groups meeting downtown as well as area hotels and resorts.
planning visits.
• Continue to leverage our strategic partnership with Connections
• Expand pre-convention messaging to encourage pre- and/or Housing to provide an optimal and service-based group housing
post-stays at our local area resorts and to explore more of the solution for the meeting planner, attendee and member hotels.
destination including the Grand Canyon and Sedona.
• Connect meeting planners to local resources that may be helpful
• Consult with meeting planners on Phoenix charities and in the development of their programming and content.
causes to identify opportunities where convention attendees
may participate in local community projects. • Provide meeting planners information on venues that offer
unique learning environments for workshops and other specialty
events to stretch the convention footprint beyond the walls of
the convention center.
CONVENTION SERVICES 10

Fiscal Year Objectives & Strategies
Educate the attendee and meeting planner on the plethora of For more information, please contact:
things to do and see in downtown Phoenix. How? Director of Convention Services
Jane Vukovich
3 • Engage member resources and Downtown Phoenix Inc. to
602-452-6270
encourage downtown activation to promote a greater sense of
jvukovich@visitphoenix.com
vibrancy and energy during the groups’ convention.
• Continue to work with resort clients to provide destination
planning and marketing resources to planners.
• Work to better understand the behavioral profile of
attendees and customize the destination experience
to generate excitement and drive attendance.
(See page 23 for Research details.)
CONVENTION SERVICES 11

MARKETING
The marketing department oversees VisitPhoenix.com, along with all advertising,
email marketing, social media, collateral and publication development, video
production, and photography efforts. The department’s principal goals are to
ensure the integrity of the Visit Phoenix brand and deliver a consistent marketing
message to consumers and clients across all mediums of communication.
12

Fiscal Year Objectives & Strategies
Establish the destination’s brand to encompass not only
the established Greater Phoenix community, but also the
downtown Phoenix area. How?
1
• Engage a marketing agency that specializes in destination Continue to grow online presence with the goal of engaging
branding to conduct a brand exercise. audiences and influencing travel to Greater Phoenix. How?
• Use internal resources to maintain consistency of brand • Review social media strategies to align with the constant shifting
2
throughout all external and internal collateral. of best practices.
• Continue to run the creative campaign created in partnership • Conduct a reengagement email campaign to ensure the
with Off Madison Avenue, which addresses misperceptions database is accurate and includes leisure travelers still
about Phoenix and highlights the growing urban core while interested in learning about Greater Phoenix.
staying true to our Sonoran Desert surroundings.
• Review the email marketing strategy, including redesigning all
• Continue to partner with the Phoenix Convention Center to plan email templates to fit the needs for positive user experience,
and coordinate marketing messages to best reach the meeting impactful content and brand alignment.
planner audience.
• Work with our website and database developer to improve
search engine optimization for VisitPhoenix.com, and prepare
for the new brand by looking ahead at best website practices for
a redesign in the future.
MARKETING 13

Fiscal Year Objectives & Strategies Media Plan
Drive traffic to our website to keep Greater Phoenix top-of- The media plan is now available in the Member Extranet. The document
mind for leisure travelers. How? will be updated throughout the year, so we encourage our members to
continually check the Extranet for any changes.
• Use available research to better understand visitor
3
profiles to target the potential visitor with paid advertisements
For more information, please contact:
and content.
Director of Marketing & Corporate Communications
• Create a strategic content calendar to entice visitors with timely Megan Trummel
and appropriate messages based on seasonality and interest. 602-452-6251
mtrummel@visitphoenix.com
• Out-of-home (OOH) digital placements in destinations such as
Chicago, Dallas, Denver, Los Angeles, New York, San Francisco,
Washington D.C. and Canada will continue to complement our
other advertising efforts.
MARKETING 14

MEDIA RELATIONS
The media relations department manages domestic and international media to
promote Greater Phoenix’s assets as a premier leisure and meetings destination.
The department establishes and fosters relationships with newspaper and magazine
writers and editors, freelance travel writers, social media influencers, the authors of
travel-industry websites and popular blogs, content creators, and representatives
from travel television and radio programs. The department also promotes the
destination and its downtown convention package to publications and websites that
focus on the meetings industry.
15

Fiscal Year Objectives & Strategies
Generate favorable content via media outlets that cover
consumer travel, travel trade, and meeting trade about Greater
Phoenix and the offerings of its resorts, cuisine, outdoor
1 recreation, attractions, culture, golf, events and the member
businesses. How? Connect with trade media to promote the Greater Phoenix
resorts and hotels, Phoenix Convention Center, and downtown
• Provide content and story angles for editorial coverage in top- Phoenix. How?
tier media outlets* 2
• Provide new story angles for meetings media outlets.
• Generate media coverage by conducting media missions to key
markets that include hosted events and desk-side appointments • Provide up-to-date facts and figures provided by our in-house
at national and international publications. Markets include the analyst as requested by media and influencers.
New York region, Los Angeles region, San Francisco region,
• Prioritize requests from meetings magazine writers and work
Denver, Mexico City, Guadalajara, Western Europe and the
with the convention sales department to provide accurate and
Washington D.C. region.
up-to-date information.
• Host customized media tours for visiting journalists, social
• Maintain a database of meeting planners that have worked
media influencers and content producers.
with Visit Phoenix in the past who would be willing to offer
• Publicize destination-specific story ideas and promotions during testimonials of their experience to meetings writers.
appropriate consumer travel-planning periods.
• Provide the opportunity for members to host in-town media
• Attend both domestic and international tourism-related and/or accompany staff on media missions when available.
association and media conferences, and participate in partner-
hosted media missions.
• Increase tourism stories during off-peak periods through
targeted media outreach.
*Publications or websites with a viewership exceeding 20,000
per month.
MEDIA RELATIONS 16

Media Missions
DATE LOCATION COST PER MEMBER
August 27-29 New York City $1,250
September 17-19 Denver $950
November 19-21 Chicago $950
January 14-16 Portland and Seattle $1150
February 4-6 San Francisco $950
May 12-14 Los Angeles $950
For more information, please contact:
Director of Media Relations
Doug MacKenzie
602-452-6250
dmackenzie@visitphoenix.com
MEDIA RELATIONS 17

TOURISM
The tourism department promotes the Greater Phoenix area to domestic and
international leisure travel markets to maximize visitors’ experiences and length
of stay in the Phoenix area. The tourism team works primarily through receptive
operators, tour operators and travel agents.
18

Fiscal Year Objectives & Strategies
Generate interest in the destination from receptive
COOPERATIVE MARKETING PROGRAMS
operators, tour operators and travel agencies both
domestically and internationally, in order to increase the United States
1 number of visitors to Greater Phoenix. How? American Bus Association (ABA)
August 2019
Newsletter
• Engage in trade shows, sales missions, familiarization October 2019 Southwest Vacations
trips (FAMs), and site inspections to encourage clients to
Canada
enhance their travel packages by including Phoenix-area
September 2019 TravelBrands
accommodations and activities.
Mexico
• Educate tour operators and travel agents on the attributes February 2019 BeLive
exclusive to Greater Phoenix, including its culture, attractions October 2019 Price Travel
and outdoor recreation.
Seasonal 2019/20 Descubre Phoenix
• Implement trade co-operative campaigns in growing June 2020 ViajerosTV/Videalturismo
domestic and international feeder markets based on seasonal Overseas
travel trends. April 2020 Canusa-Germany
April 2020 TUI-Germany
• Offer destination updates and training opportunities to travel
agents in key markets. December 2019/January 2020 WEXAS Travel
Member opportunities are available in the tourism department’s
Program of Work, which is located in the Member Extranet. The
document will be updated throughout the year, so we encourage our
members to continually check the Extranet for any changes.
For more information, please contact:
Director of Tourism
Maria Lourdes Delgado
602-452-6254
mdelgado@visitphoenix.com
TOURISM 19

MEMBERSHIP
The membership department offers businesses resources and targeted exposure to
the convention, meeting and leisure visitor markets. The department is committed
to making available relevant education, business intelligence, and networking and
marketing opportunities that assist members in realizing their goals.
20

Fiscal Year Objectives & Strategies
Provide benefits and programming that results in the retention
of our member base and entices non-member industry
businesses to explore membership with Visit Phoenix. How?
1
• Reach out to potential new member businesses that fit the Assist members in building relationships with staff and
mission of Visit Phoenix. leverage their relationship with Visit Phoenix to reach visitors
and clients. How?
• Educate members on what Visit Phoenix offers.
2
• Identify and offer new ways members can utilize their
• Refine the onboarding process to share key information with
membership with Visit Phoenix to build stronger relationships
members in their first year of membership.
with one another, visitors and meeting planners.
• Collaborate with the tourism, sales, services, media, and
• Focus on member outreach to gain a better understanding of
marketing departments to host opportunities that assist
their challenges and needs.
members in understanding how to best work with and serve
each of those market segments. • Conduct a survey to gauge the interests and desires
of the membership.
• Reexamine and redesign the member newsletter to increase
member satisfaction and keep them informed.
MEMBERSHIP 21

Member Events
SUMMER WINTER
Membership Mixer Membership Mixer
Member Orientation Member Orientation
Research Luncheon Member Spotlight (2)
Member Spotlight (3)
FALL SPRING
Membership Mixer Member Showcase
Annual Meeting Membership Mixer
Member Orientation Member Spotlight (2)
Member Showcase Member Orientation
Member Spotlight (2)
For more information, please contact:
Director of Member Relations
Polly Flachman
602-452-6280
pflachman@visitphoenix.com
MEMBERSHIP 22

RESEARCH
Visit Phoenix conducts an impressive amount of travel-industry research every
year to better assist our internal staff and our members and stakeholders with
decision making.
23

Research
Monthly Hotel Performance Report Summaries Phoenix Convention Center Attendee Behavior Intercept Survey
(Posted to the Member Extranet monthly) (Summary of results to be shared Spring 2020)
These report summaries cover Phoenix-metro submarket performance, This year-long study, conducted by Arizona State University, surveys convention
metro-area group and transient segmentation and metro-area performance by center attendees and downtown visitors to better understand attendee
hotel chain scale. demographics, attendee perceptions and ratings of various destination
attributes, activities, types of transportation used, and locations visited while in
Destination Perception and Advertising Effectiveness Survey the destination and Arizona.
(Summary of results to be shared Fall 2019)
Phoenix Domestic Visitor Profile Report
Completed by Longwoods International, this study will evaluate the perception of (Summary of results to be shared Summer 2020)
greater Phoenix as a leisure travel destination in five key domestic feeder markets.
The study will also evaluate Visit Phoenix’s digital and out-of-home adverting in Completed by Longwoods International, this report will estimate total domestic
these markets, gauge marketing effectiveness and advertising ROI. visitation to the city in 2019 including overnight and day trip visitation and
summarize visitor trip purpose, activities, transportation, booking methods, origin
Meeting Planner Destination Perception Surveys markets, demographic information and more.
(Summary of results to be shared Fall 2019 and Spring 2020)
Phoenix Visitor Impact Report
Completed by Watkins Research Group and STR, Inc., these surveys ask meeting (Summary of results to be shared Summer 2020)
planners to rate 40+ domestic and Canadian meetings destinations on destination
and venue selection factors, destination deterrents, and meeting marketing and Completed by Tourism Economics, this report will estimate total visitation to
information sources. Phoenix in 2019 including international visitors and summarize current and
historical visitation and visitor spending trends back to 2014. Tourism Economics
Phoenix Convention Center Hotel Room Night Compression Study then determines visitor impacts on the region in terms of total business sales,
(Summary of results to be shared late 2019) employment, personal income, and taxes generated.
Completed by STR, Inc., this study will evaluate how convention center groups from
For more information, please contact:
2016-2018 impacted hotel RevPAR is various submarkets in the Phoenix-metro area.
Director of Research and Business Analysis
Eric Kerr
602-452-6238
ekerr@visitphoenix.com
RESEARCH 24

400 E. Van Buren Street, Suite 600
Phoenix, AZ 85004-2290
(877) 225-5749
visitphoenix.com

Maricopa County Contract
Proposed Goals
FY 2019/2020
Activities FY19 Actual FY20 Proposed Variance
Activity 1
Convention Sales
Estimated Resort Room Nights 403,660 365,000 -9.6%
Estimated Direct Expenditure (Resort) $92,248,338 $100,375,000 8.8%
Estimated PCC Attendance 307,250 300,000 -2.4%
Estimated Direct Expenditure (PCC) $392,358,250 $383,100,000 -2.4%
Hotel (50%) $242,303,294 $241,737,500 -0.2%
Restaruant, Retail & Other (50%) $242,303,294 $241,737,500 -0.2%
County Revenue Impact $3,004,561 $2,997,545 -0.2%
(Hotel * 0.72% + RR&O * 0.52%)
Activity 2
Marketing & PR/Communications
Web Site Unique Sessions/Visits 3,738,264 4,125,000 10.3%
VVG Requests from Website Visitors 29,356 30,000 2.2%
Media Hosted 888 850 -4.3%
Top Tier Placements 61 80 31.1%
Activity 3
Leisure Travel Promotion
Client Reach 2,056 2,000 -2.7%
Fulfillment Inquiries 8,538 8,500 -0.4%
Activity 4
Visitor Services
Walk-In Visitors Served 10,782 10,850 0.6%
Other VIC Inquiries 10,421 10,450 0.3%
2019-2020 Board Report Master.xlsx 1920 Quarterly (MC) 9/11/2019 Page 1 of 1

Thank you for your
support of economic
development in
Maricopa County
through tourism!


2017 NCAA Final Four
Greater Phoenix* Hotel Impact
Friday 3/31 – Monday 4/3
Occupancy ADR RevPAR
increased increased increased
6.44% 47.32% 56.4%
over same 4-day over same 4-day over same 4-day
period in 2016 period in 2016 period in 2016
*Phoenix-Metro hotel market includes more than
64,000 hotel rooms at more than 460 properties.
Data Source: STR Inc. Weekly Hotel Reports

2017 NCAA Final Four
Arizona Hotel Impact
Friday 3/31 – Monday 4/3
Occupancy ADR RevPAR
increased increased increased
4.75% 34.8% 40.9%
over same 4-day over same 4-day over same 4-day
period in 2016 period in 2016 period in 2016
*Arizona hotel market includes more than
114,000 hotel rooms at more than 1,140 properties.
Data Source: STR Inc. Weekly Hotel Reports

According to the W.P. Carey School
of Business, the 2017 Final Four
generated more than
$324 million in economic impact
for the Phoenix area.

2015 Super Bowl
Greater Phoenix* Hotel Impact
Friday 1/30 – Monday 2/2
Occupancy ADR RevPAR
increased increased increased
39.8% 144.0% 240.0%
over same 4-day over same 4-day over same 4-day
period in 2014 period in 2014 period in 2014
Data Source: STR Inc. Weekly Hotel Reports

According to the W.P. Carey School
of Business, the 2015 Super Bowl
(Pro Bowl + related events included)
generated more than
$719 million in economic impact for
the Phoenix area.