2018 VISIT PHOENIX BOS PRESENTATION 08272018.PDF

FY 2017-18
Contract Performance
Michael Mooney
Executive VP & COO

HERE'S HOW VISIT PHOENIX SUPPORTS THE TRAVEL INDUSTRY:
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BOOK MEffINGS AND EVENTS PROMOTE GREATER PHOENIX CONNECT LOCAL BUSINESSES
into the Phoenix Convention Center to leisure and business travelers with Visit Phoenix's mission to bring
and area hotels and resorts, and assist through creative campaigns and paid visitor dollars to the Greater Phoenix
meeting and event coordination. advertisements. area.
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WELCOME AND ASSIST EDUCATE TRAVEL AGENTS SHARE STORIES
visitors to the Greater Phoenix area and tour operators on how to sell Greater about the latest Greater Phoenix news,
through concierge services and Phoenix vacations to both domestic and businesses, and personalities with local,
friendliness. international leisure visitors. domestic and international media.

We are the only Maricopa County CVB
that serves and markets all of the county.
Our 25-year-plus partnership with
Maricopa County allows this to occur.

FY 16-17 FY 17-18
Operating Budget Operating Budget
$16.4 million $16.5 million
FY 18-19 Operating Budget
$17 million

856
total meetings booked into Phoenix Convention Center
& area hotels and resorts
780,994 525,904
total room nights booked total delegates booked
$679/762/009
estimated direct spend generated from bookings

VISITPH OENIX
84 PHOENIX,,
total meetings booked CONVENTIOW'
286,889 CENTERd
future delegates
337,857
definite room nights booked
$428,325,277
estimated direct spend
generated by delegates
373
leads received

HOTELS & RESORTS 772
total meetings booked
239,015
future delegates
443,137
definite room nights booked
$251 ,436,732
estimated direct spend
generated from bookings
2,429
leads received

Booked Room Night Distribution by
Maricopa County Supervisor Districts
District 1
11,691 District 2
98,988
District 3
District 5 218,430
444,385
District 4
7,225

Lead Distribution by Maricopa County Supervisor Districts
District 1
1,710
District 5
9,500 District 2
7,312
District 4 District 3
899 8,534

FY 17-18 Performance to Contract Goal
Activity 1 – Convention This Year Total Last Year Fiscal Year This Year % of Goal
Sales Total Variance Fiscal Goal
Estimated Resort Room
443,137 382,588 15.8% 370,000 119.77%
Nights
Estimated Direct
$251,436,732 $266,479,006 -5.6% $165,327,100 152.08%
Expenditure (Resort)
Estimated PCC Attendance 286,889 286,404 0.2% 281,500 101.91%
Estimated Direct
$415,128,383 $409,844,124 1.3% $407,330,500 101.91%
Expenditure (PCC)
Hotel (50%) $333,282,558 $338,161,565 -1.4% $286,328,800 116.40%
Restaurant,
Retail & Other $333,282,558 $338,161,565 -1.4% $286,328,800 116.40%
(50%)
County Revenue Impact $4,132,704 $4,193,203 -1.4% $3,550,477 116.40%
(Hotel*0.72%+RR&0*0.52%)

800 travel agents and tour
operators met on
sales missions to:
MEXICO
Guadalajara, Mexico City,
Hermosillo, Tijuana
CANADA
Calgary, Toronto, Montreal
U.S.
Chicago, Northern California,
Southern California,
New Jersey & New York, Connecticut
6 198 384
tradeshows appointments client reach
attended during tradeshows at tradeshows
Iii A Eee,

FY 17-18 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 1,745 1,172 48.9% 1,200 145.42%
Fulfillment Inquiries 7,259 6,977 -100.0% 7,000 103.70%

WEBS ITE
3,205,804 7,908,236
we bsite visits we bsite pageviews
According to Destination Analysts, Visit Phoenix's digital
platforms generated incremental visits and additional
days in market creating $50.8 million in direct
visitor spending.
VisitPhoenix.com was the largest contributor to this
spending, accounting for $37.5 million.

FY 17-18 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
3,205,804 2,020,761 58.6% 2,025,000 158.31%
Sessions/Visits
VVG Requests from Website
29,581 29,316 0.9% 26,000 113.77%
Visitors
Social Media Engagement 890,644 1,196,190 -25.5% 730,000 122.01%

VISITPHOENIX-
522,480,439
audience reached (top tier)
811 183 352
travel journalists articles published media assisted
hosted about Phoenix
(top tier & trade)

Membership Dues by Maricopa County Supervisor Districts
District 1,
$115,294.00
District 5,
$288,229.00
District 2,
$207,073.00
District 4,
$42,205.00
District 3,
$251,639.00

FY 17-18 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 15,642 18,019 -13.2% 16,000 97.76%
Other VIC Inquiries 13,641 13,844 -1.5% 12,800 106.57%

A Really Conservative ROI
Geographic Region Booked Room Nights (a) Est Direct Spend (b)
Carefree
Chandler 653 $342,400
Glendale 4,035 $2,641,830
Gilbert 1,522 $642,000
Litchfield Park 2,852 $1,337,072
Mesa 4,754 $3,066,620
Paradise Valley 1,131 $463,952
Scottsdale 93,247 $42,214,068
Tempe 7,816 $3,250,446
Wickenburg
TOTALS 116,010 $53,958,388

Revenue Impact to Maricopa County from
NON-PHOENIX Hotel Booking Activity
Classification Net MC Rev Impact (c)
Hotel (Rate=.0072) $194,250
Retail, Restaurant &Other (Rate=.0052) $140,292
Total County Revenue Impact (d) $334,542
County Investment in Visit Phoenix $222,431
ROI Percentage (e) 150%

Estimated Maricopa County
2017 Travel Impacts
• $22.7 billion in total direct travel spending in AZ
• Total travel spending in Maricopa County
generated $14.04 billion
• Maricopa County travel-generated employment:
101,660
Source: Arizona Travel Impact Report from Dean Runyan Associates, prepared for the Arizona Office of Tourism

FINAL FOUR
PHOENIX 2017

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.

FY 2018-19
Visit Phoenix Objectives & Strategies
visitphoenix.com/members/
resources/

Convention Sales
• Leverage partnership with Association Forum of
Chicago to gain direct access to key citywide site-
selection influencers.
• Collaborate with the Phoenix Biomedical Campus to
create a strong sales and marketing message.
• Generate targeted outreach programs to prospects
whose conventions typically meet within our distress
period between Memorial Day and Columbus Day to
benefit both citywide and hotel/resorts.

Convention Services
• Strengthen alliance with the Phoenix Convention
Center, downtown hotels’ event teams, and Downtown
Phoenix Inc. to 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 delegates about coming to Phoenix.
• Continue to work with resort clients to provide
destination planning and marketing resources to
planners.

Marketing
• Continue to run the creative campaign created in partnership
with Off Madison Avenue, which addresses misperceptions
about Phoenix and highlights the growing urban core while
staying true to our Sonoran Desert surroundings.
• Continue to create content and optimize our responsive
website to ensure a positive user experience.
• Advertise in targeted regional publications, such as Midwest
Living and Texas Monthly along with airline publications.
• Support the convention services team by providing content in
advance of citywide and hotels and resorts conventions to
help organizations build excitement about Greater Phoenix
with their attendees.

Media Relations
• Provide content and story angles for editorial coverage in top-
tier media outlets.
• Generate media coverage by conducting media missions to key
markets and securing desk-side appointments at national and
international publications including the New York region, Los
Angeles region, San Francisco region, Seattle, Vancouver,
Toronto, Montreal, Chicago region, Denver, Mexico City,
Guadalajara, and the Washington D.C. region.
• Provide up-to-date facts and figures provided by our in-house
analyst; as requested by media and influencers.

Tourism
• Tailor direct-sales efforts to seasonal visitors from
producing markets.
• Encourage clients to enhance their travel packages by
including Phoenix area accommodations and
activities through trade shows, tourism sales
missions, familiarization trips (FAMs), and site
inspections.
• Educate tour operators and travel agents on the
attributes exclusive to Greater Phoenix, including its
culture, heritage and attractions.

Membership
• Enhance education of members on what Visit
Phoenix offers.
• Tailor key information to new members during their
first year of membership.
• Identify and offer new ways members can utilize their
membership with Visit Phoenix to build stronger
relationships with one another, visitors and meeting
planners.

visitphoenix.com/members/resources/

visitphoenix.com/rsvp
https://www.visitphoenix.com/rsvp/

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