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Prepared for: Town of Wickenburg, Arizona Prepared by: Wasatch Mountains Media (WMM) Date: 10/2/25 Draft Staycation Budget & Plan Target Markets: Phoenix, Glendale, Peoria, Surprise, Avondale, Goodyear, Prescott, Prescott Valley, Scottsdale, Tempe Timeline: October 2025 – June 2026 Supplemental Budget: $30,000 (in addition to $35,220 Prop 302 allocation) Rationale: Why Focus on the Drive Market? The Phoenix Metro area alone exceeds 5 million residents, making it the single largest source of potential staycation visitors to Wickenburg. When combined with nearby drive markets like Prescott, Prescott Valley, and Scottsdale/Tempe, the population base swells further. This represents low-hanging fruit for Wickenburg tourism: ● Visitors can drive within 45–90 minutes, making short stays easy. ● These markets contain families, couples, and retirees seeking affordable weekend getaways. ● Phoenix residents already spend heavily on staycations, day trips, golf, spas, and western/cultural experiences. ● Seasonal timing works in Wickenburg’s favor: warmer desert weather in fall/winter/spring provides a contrast to other cities within the drive market. By focusing supplemental dollars here, Wickenburg maximizes ROI through conversion-focused, geographically tight campaigns that complement broader Prop 302 awareness media. Objectives ● Increase day trips and overnight stays from Phoenix Metro & In-State-Drive markets. ● Fill weekend and midweek hotel inventory. ● Leverage seasonal events (rodeos, festivals, cultural programming) to drive urgency. Media Allocation ($30,000 Total Supplemental) 1. Paid Media – $26,500 (89%) ● Google Paid Search: $3,000 ○ Keywords: “staycation Arizona,” “weekend getaways near Phoenix,” “things to do near Prescott.” ● Meta (Facebook/Instagram): $5,100 ○ Target Phoenix Metro + Prescott Valley. ○ Carousel ads: “Fall Rodeo Staycation,” “Winter Escape,” “Spring Adventure.” ● Retargeting: $900 ○ Keep Wickenburg top-of-mind for site visitors and social engagers. ○ Serve dynamic creative around hotel packages and upcoming events. ● Display/Geofencing: $3,600 ○ Serve geo-targeted display ads in Phoenix, Glendale, Scottsdale, Prescott, and surrounding suburbs. ○ Geofence high-value ZIP codes (Scottsdale/Paradise Valley for HHI, Goodyear/Surprise for family audiences). ○ Run seasonal creative events aligned with events (Fall Rodeo, Spring festivals). ○ Extend impression reach beyond Meta/Google ecosystem to maximize frequency. ● YouTube / CTV: $13,900 ○ Video ads promoting events & itineraries. ○ Serve only to Phoenix Metro & Prescott users who’ve visited the site or engaged with Meta. 2. Content & Partnerships – $3,500 (11%) ● Influencers / Local Bloggers: $2,000 ● Paid Boosting of Itineraries & Content: $1,500 Creative Messaging Framework ● Fall (Oct–Dec 2025): Legends of the West Rodeo, cowboy heritage, holiday related events. ● Winter (Jan–Mar 2026): Mild-weather desert escape, couples getaways, golf, western culture. ● Spring (Apr–Jun 2026): Outdoor adventure, family rodeos, spring festivals. Measurement & KPIs ● Meta: CTR > 1.2%, CPM <$12, 3,500+ clicks. ● Search: CTR > 6%, CPC <$1.50. ● YouTube/CTV: 40%+ completion rate, CPV <$0.10. ● Track hotel occupancy, visitor guide downloads, event attendance YoY. Integration with Prop 302 Spend ● Prop 302 ($35,220): Regional/national awareness & brand-building. ● Staycation Supplemental ($30,000): Phoenix Metro/Prescott drive market, conversion-oriented, built around event and itinerary-based promotions.