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CVB Update March 25, 2025 Presented by: Lori German, Deputy Director, Economic Development Dale Adams, General Manager, Desert Diamond Arena Jack Petty, Consultant What We Will Cover Today • Background • Where We’ve Been - Glendale’s Growth • Opportunities • Recommendations • Shaping What’s Next • Feedback Purpose • Purpose: We are here to provide an update to City Council on activities and future strategy for Glendale’s Convention & Visitor’s Bureau also known as Visit Glendale. • Background: On August 9, 2022, Glendale City Council approved the award of RFP21-40 and provided authorization to enter into a professional services agreement with Madden Media. The scope of the RFP and the five-year agreement included the exploration of a rebrand for Visit Glendale, among other marketing initiatives and support for promotion of the CVB. The WHY… • Glendale’s tourism brand has operated under the name of Visit Glendale for nearly two decades. • In that time Glendale has experienced significant growth and has become a center of activity. • It is time to have a brand that is reflective of the growth. Glendale Growth Highlights Opportunities Shaping the Future Through Today’s Challenges • The connection between Visit Glendale, Glendale's identity, and promotions isn’t fully defined. • Striking the perfect balance between Arizona’s vibe and a brand that resonates with visitors is a key opportunity. • Glendale's Sports & Entertainment District boasts standout attractions but there’s room to spotlight the city's other dynamic districts. The Process • Expert Advice: As part of their scope of work, Madden Media enlisted Civic Brand to facilitate study sessions and complete an audit that would identify Glendale’s challenges and needs. Their expertise in placemaking and city/place branding set forth a path for Glendale’s tourism strategy. • Stakeholder Collaboration: Glendale engaged local hoteliers, Community Leaders and the CVB Advisory Committee to gather input and explore potential opportunities for promoting the city as a premiere tourism and event destination. • Research & Discussion: The group conducted discussions and evaluated various approaches, including marketing trends, visitor demographics, and industry best practices, to understand Glendale’s positioning in the market. • Opportunity Identification: Through this exploratory process, participants assessed different promotional avenues, potential partnerships, and areas for growth to inform future strategies. Recommendations To capitalize on and act strategically regarding Glendale’s growth, it is crucial that Glendale establishes a tourism strategic plan that would... • Set the vision and priority initiatives over the next 5–10 years. • Show how the organizational structure should evolve as Glendale’s tourism market grows and provide guidance on capacity planning measures. • Outline the role the greater Phoenix region plays in Glendale’s marketing efforts and make recommendations on collaborations with other regional entities to round out Glendale’s entertainment offering and extend the duration of stays. 1. Establish a Tourism Strategic Plan Recommendations (Continued) By creating a sub-brand for the Sports and Entertainment district, Glendale can focus efforts on developing and managing the growth of the district in a favorable way. • Since most Glendale’s efforts will focus on the Sports and Entertainment district, this sub-brand should be the most front-facing when promoting Sports and Entertainment district assets. • Developing this sub-brand also sets the organization up for future growth. It should, be a name/brand that other businesses and people can tap into. • Visually, this brand should still showcase the Sonoran desert and Arizona culture/vibe, balanced with entertainment and things to do, just as the parent brand does. 2. Develop New “Arizona’s Entertainment Destination” Messaging Brand Architecture - Organizational vs Go-To Market Arizona’s Entertainment Destination Sub-Brand This sub-brand will be the “leading” brand in most promotions. Arizona’s Entertainment Destination Parent Brand This brand will feel like the organizational support arm when the Arizona’s Entertainment Capital sub-brand is the lead, and will be the leading brand for efforts regarding other parts of the community or the community as a whole. Visit Glendale Future Sub-Brands We plan to develop these sub-brands in the future. Downtown Glendale North Glendale In Practice... The Brands Should Work Together Each brand plays a role at different stages of the marketing funnel, rather than operating as separate entities or experienced as two separate things. Getting Credit. What’s Missing? Westgate and State Farm Stadium, not the wider district or Glendale as a whole, are getting all the credit. There isn’t much (in terms of signage, photo ops, etc.) in Westgate or around the stadium that signage, “Glendale” or identifies the district you are in. • The most visited area of Glendale doesn’t say Glendale. • The most visited area of Glendale is called the Sports and Entertainment district on maps and by staff, but there is no signage to give credit to that entire district—only private developers or businesses within that district. • There is a lack of Instagrammable spots/other district or community-branded experiences that would encourage people to share what they are doing in Glendale. • There is some “Downtown Glendale” signage, but the signs themselves are very small, outdated and can be easily missed when driving by. Examples Most gateway signage and other wayfinding signage is private developer-focused. Nothing major tells you that you’re in Glendale or the Sports and Entertainment district. Future Opportunities. Recommendations. 3. Develop an ongoing strategy for temporary photo ops/branded experiences/activations. • This will act as a way for the district and the organization to immediately get credit in Glendale’s most visited areas before a larger-scale signage and wayfinding plan is implemented (though the strategy should live on even after branded signage and wayfinding is installed). • The “Arizona’s Entertainment Destination” sub-brand should get the most credit for these photo ops/branded experiences/activations, and the “New Brand” should get the second-most credit. • It will also create more exciting, comfortable and walkable experiences within Glendale’s key districts and increase visits outside of (or as additions to) major events. Inspiration • Examples of potential photo ops/branded experiences/activations. • They can range from small murals to large installations. Challenges… • If many of the sports and entertainment assets aren’t unique to Glendale, what is unique is that they are in Arizona and surrounded by a landscape you can’t find anywhere else in the country. • Existing visual/digital assets feel outdated and don’t communicate the Arizona vibe, while many regional competitors do. • As long as the desert is balanced visually with entertainment and things to do, the Arizona aesthetic will only benefit Glendale’s work. The Role of the Desert and Arizona Aesthetic The Path Forward • Evolve from "Visit Glendale" to "Experience Glendale"—a name that invites visitors and locals alike to feel, explore, and engage. EVERYONE can experience. • Refine the brand structure to amplify the Sports & Entertainment District while keeping Glendale’s full tourism story front and center. • Reimagine brand visuals to blend Arizona’s character with the district’s electric energy and diverse attractions. Primary Recommendation Shaping What’s Next Experience Glendale! An action. A statement. Imagine This… A confident, modern brand inspired by the backdrop of the Sonoran Desert and Arizona’s deep culture and history. More than a name change, it’s a mindset—one that shapes how visitors, businesses, and locals alike engage with Glendale, making every experience unforgettable. Who We’re Talking To: Visitors from across the country, regional travelers from Phoenix and beyond, Glendale locals, and the businesses—both established and emerging—that shape the city’s vibe. What We’ve Discovered Together • A shift from “Visit Glendale” to “Experience Glendale” makes sense in the context of promoting a place that offers a range of experiences, shifting from destination promotion to destination development and management. • Experience Glendale is also more appropriate for those within the Phoenix metro area and greater region, as they will experience Glendale but don’t necessarily view themselves as visitors. Community Benefit • A rebrand presents a significant opportunity to enhance the city’s appeal, attracting more visitors, conventions, and major events while boosting local businesses. • A fresh, modern identity can position Glendale as a premier destination, drawing tourists who contribute to the local economy through hotel stays, dining, shopping, and entertainment. Community Benefit (Continued) • Increased tourism leads to higher tax revenues, which can be reinvested into community improvements such as infrastructure, parks, and public services. • A stronger brand also helps attract large-scale conventions and sporting events, further stimulating economic growth and job creation. • A well-crafted brand fosters local pride, encouraging residents and businesses to actively promote and participate in the city’s success. The Concept The Experience Glendale logo aims to both support the existing brand of the city’s identity, while maintaining a sense of individuality focusing more on travel & tourism. A unique, identifiable brand mark that is subtly connected to the existing city brand both in color and form. The flexibility of iconography used in the brand allows the organization to connect with the communities and events that make Glendale special with respect and intention. This is Glendale. The Reveal... This is Glendale. Now, let’s add some color… Connecting The Brand Glendale heritage colors Leisure & tourism focus colors Ensuring the connection between the brand and the community is paramount. Using colors that are familiar from the existing City business brand, while adding in colors that expand the visual identity of the leisure & tourism efforts helps create a cohesive brand system across organizations. Building Versatility Next Steps With your feedback we can focus on launching the “Experience Glendale” brand. Next Steps Launch Opportunity with Andretti Indoor Karting & Rainbow Ryders • May 1, 2025- Experience Glendale Day! • Branded tethered hot air balloon for photo-ops • Experience Glendale Logo Reveal- drone show • Local and National Media coverage opportunities • Community engagement and interaction with the new brand Now everyone can… Questions?