Supporting Document (1e89964c...)

Item 25
CITY COUNCIl
REPORT
*
Meeting Date:
General Plan Element: 
General Plan Goal:
ACTION
May 19,2026
Economic Development
Sustain Scottsdale as a tourist destination
Experience Scottsdale Strategic Business Plan. Adopt Resolution No. 13675 authorizing the 
FY 2026/27 Budget, Strategic Business Plan, Programs of Work, and Performance Standards 
under Destination Marketing Services Contract No. 2022-054-COS between the City of 
Scottsdale and Scottsdale Convention and Visitors Bureau D/B/A Experience Scottsdale.
BACKGROUND
Since 1977, the city has maintained a Destination Marketing Organization (DM0) through a public- 
private partnership funded by Transient Occupancy (bed) tax to provide long-term development and 
marketing of Scottsdale and the immediate region through a travel and tourism strategy. The 
general direction and major activity areas undertaken annually by Experience Scottsdale are 
reflective of the primary mission of a DM0 and include marketing, communications, convention 
sales and services, and tourism.
In March 2010, the residents of Scottsdale voted to increase the Transient Occupancy (bed) tax from 
3 percent to 5 percent effective July 1, 2010. Collections are recorded in the Tourism Development 
Fund where 50 percent of the total Transient Occupancy (bed) tax collections are to be used for 
destination marketing and 50 percent for tourism-related event support, tourism research, tourism- 
related capital projects, and other eligible uses as determined by city ordinance and state law.
The ongoing partnership between the city and Experience Scottsdale is memorialized by the five- 
year Destination Marketing Agreement No. 2022-054-COS approved by City Council in June 2022. 
The city's Senior Director of Economic Development & Tourism is responsible for administration of 
the contract and receives regular reporting from Experience Scottsdale regarding budget, 
programming updates, and annual performance standards.
ANALYSIS & ASSESSMENT
The Destination Marketing Agreement requires an annual Strategic Business Plan be presented for 
Mayor and Council consideration and approval. Included in these materials as Attachment B, the FY 
2026/27 Strategic Business Plan packet includes the proposed budget, strategic business plan, 
programs of work, and performance standards. As required in the agreement, on April 21st, the 
Tourism Development Commission reviewed and recommended (7-0) that the City Council approve
Action Taken____________________________________________________________

City Council Report | Experience Scottsdale Strategic Business Plan
Experience Scottsdale's FY 2026/27 Strategic Business Plan, Performance Standards and Contract 
Budget.
Strategic Business Plan
Each year, Experience Scottsdale maintains existing programs that provide a consistent return on 
investment while implementing new programs to remain competitive. In FY 2026/27, Experience 
Scottsdale's new and enhanced strategies (Strategic Business Plan Pages 4-6, attached) include:
Leaning into our personas 
Tapping unique differentiators 
Expanding luxury advisor outreach 
Leveraging in-market conferences 
Addressing destination misconceptions 
Elevating air service 
Promoting city venues 
Supporting the fiVe-year strategic plan
Performance Standards
The performance standards for Experience Scottsdale are determined for the next fiscal year's 
program of work by Experience Scottsdale staff and the city's contract administrator based on 
multiple factors, including the organization's overall budget, prior year performance, priority areas 
where revenue will be deployed in the coming year, economic and business cycles, and the capacity 
of Experience Scottsdale's staff and resources.
Seventeen performance standards were developed for FY 2025/26, with seven being specific to 
businesses, entities, and areas within Scottsdale city limits only. At the end ofthe third quarter, 
sixteen performance standards are already above 100% including all Scottsdale city limits only 
standards. Seven ofthe Scottsdale city limits' performance standards, year-to-date outcomes are 
outlined in Table 1 below. Once again in FY 2026/27, seventeen performance standards were 
developed and seven are specific to businesses, entities, and areas within Scottsdale city limits 
only.
Table 1. FY 2025/26 Performance Measures within Scottsdale Limits
Annual Goal
Actual thru 
3'“ Quarter
%of
Annual Goal
Number of media placements
1,300
6,116
470%
Number of travel trade professionals trained about 
Scottsdale specifically
1,300
2,138
164%
Number of convention sales leads for properties
1,584
1,910
121%
Number of meetings booked into properties
240
358
149%
Number of estimated room nights from meetings 
booked into properties 
43,848
82,833
189%
Page 2 of 5

City Council Report | Experience Scottsdale Strategic Business Plan
Number of printed/downloaded/flip book requests for 
Old Town-specific maps and guides
51,975
67,926
131%
Percent of communications, tourism and convention
sales clients who visit Old Town as part of a group and 
70% 
70% 
100%
individual familiarization tours 
Source: Experience Scottsdale 3'’^ Quarter Report
Budget
The agreement requires Experience Scottsdale to keep its non-program operating costs at or below 
20 percent, and not to exceed 23 percent. Compliance is determined by reviewing the most recent 
annual audited financial statement, which was September 2025 based on FY 2024/25 Financials. The 
non-program costs for FY 2024/25 were 14.4 percent ofthe total program expenses, below the 20 
percent requirement.
The agreement requires 45 percent of bed tax funds be paid to Experience Scottsdale based on the 
prior month's actual collections. As such, the first payment in July will be determined by the City 
Treasurer's Department calculating 45 percent ofthe actual bed tax funds collected in the prior 
month June and so forth through the final payment in June 2027, which vyill be determined by the 
City Treasurer's Department calculating 45 percent ofthe actual bed taxfunds collected in May 
2027.
For purposes of creating a budget, the city provides Experience Scottsdale with a 45 percent of bed 
tax projection, calculated to be $16,161,850 for FY 2026/27. Experience Scottsdale anticipates their 
total FY 2026/27 operating revenue budget to be $22.9 million.
As noted previously. Experience Scottsdale's approved FY 2026/27 budget is attached within the 
Strategic Plan Business Packet, which includes beginning and eriding cash balances for its Operating 
and Board-Designated Accounts. Table 2 below provides an overview of the revenues and expenses.
Table 2. Experience Scottsdale FY 2026/27 Operating Budget
FY 2024/25 
Actuals 
(Accrual Basis)
FY 2025/26 
Adopted 
Budget
FY 2025/26 
Reforecast 
Budget
FY 2026/27 
Proposed 
Budget
REVENUE
City Contract Amount
$15,575,117 
$14,850,000
$15,844,950
$16,161,850
*City Fiesta Bowl Pass-Thru
212,711
212,219
212,219
City of Scottsdale Sub-Total $15,787,828 
$15,062,219 
$16,057,169 
$16,161,850
Town of Paradise Valley
2,194,480
2,490,800
2,194,480
2,490,800
State of Arizona Prop 302
3,052,116
3,025,372
3,133,051
3,052,366
Private Sector
840,241
768,500
768,500
640,750
Other Revenue
622,633
300,000
584,100
595,000
Page 3 of 5

City Council Report | Experience Scottsdale Strategic Business Plan
Total Revenue
$22,497,298 
$21,655,891 
$22,746,300 
$22,940,766
No Fiesta Bowl Pass-Thru in 2026/27
FY 2024/25 
Actuals 
(Accrual Basis)
FY 2025/26 
Adopted 
Budget
FY2025/26
Reforecast
Budget
FY 2026/27 
Proposed 
Budget
EXPENSE
Marketing
11,628,346
11,865,435
11,946,471
12,170,036
Convention Sales & Services
3,373,772
3,861,135
3,861,135
4,107,554
Communications
1,752,910
1,799,729
1,799,729
1,976,114
Tourism
1,317,207
1,454,820
1,454,820
1,540,341
Management and General
3,034,847
3,113,732
3,099,732
3,267,252
TOTAL EXPENSE
$21,107,082 
$22,094,851 
$22,161,887 
$23,061,297
Sources: City of Scottsdale City Treasurer's Department and Experience Scottsdale
RESOURCE IMPACTS
The city's FY 2026/27 Proposed Operating Budget forecasts bed tax revenue at $35.9 million. Forty- 
five percent of the actual total revenue derived from the bed tax will be paid to Experience 
Scottsdale to execute their agreement forecast at $16.2 million and the remaining five percent of 
destination marketing funds forecast at $2.5 million are allocated for the city's destination 
marketing use with a focus on Old Town Scottsdale.
The remaining 50 percent is allocated among tourism research, support for tourism-driven events, 
tourism-related capital projects, and other eligible uses.
STAFF RECOMMENDATION
Adopt Resolution No. 13675 authorizing the FY 2026/27 Budget, Strategic Business Plan, Programs 
of Work, and Performance Standards under Destination Marketing Services Contract No. 2022-054- 
COS between the City of Scottsdale and Scottsdale Convention and Visitors Bureau D/B/A 
Experience Scottsdale.
RESPONSIBLE DEPARTMENTCS) 
Tourism & Events Department
STAFF CONTACT(S)
Kevin Burke, Sr Director Economic Development & Tourism, 480-312-2533, 
KBurke@scottsdaleaz.eov
Page 4 of 5

City Council Report | Experience Scottsdale Strategic Business Plan 
APPROVED BY
Scott Selin, Budget Director
(For Financial Policies Compliance and Budget Appropriation) 
480-312-2603 sselin@scottsdaleaz.eov
S/S/26 07:13 MST
Date
Judy Doyle, Deputy City Manager 
Enterprise Operations 
480-312-2691, idovle@scottsdaieaz.eov
5/5/26 07:30 MST
Date
Greg Caton, City Manager 
480-312-7759, ecaton@scottsdaleaz.eov
S/S/26 n7-S6 MST
Date
ATTACHMENTS
1. Resolution No. 13675
2. FY 2026/27 Strategic Business Plan Packet:
Budget
Strategic Bus/ness Plan 
Programs of Work 
Performance Standards
Page 5 of 5
Blueink Bundle ID; IIo5NqY47a

RESOLUTION NO. 13675
A RESOLUTION OF THE COUNCIL OF THE CITY OF SCOTTSDALE. 
MARICOPA COUNTY, ARIZONA, AUTHORIZING THE FY 2026/2027 
STRATEGIC BUSINESS PLAN, WHICH INCLUDES PERFORMANCE 
STANDARDS AND A BUDGET, UNDER DESTINATION MARKETING 
SERVICES CONTRACT 2022-054-COS BETWEEN THE CITY OF 
SCOTTSDALE AND SCOTTSDALE CONVENTION AND VICTORS BUREAU 
D/B/A EXPERIENCE SCOTTSDALE.
WHEREAS, City and Scottsdale Convention and Visitors Bureau doing business as 
Experience Scottsdale ("Experience Scottsdale”) are parties to a Destination Marketing Services 
Agreement (No. 2022-054-COS) dated July 1, 2022 (the “Agreement”).
WHEREAS, Pursuant to paragraphs 2.3.1.2, 2.3 2.4 and 4.1 of the Agreement, 
Experience Scottsdale has submitted a proposed strategic business plan for Fiscal Year (FY) 
2026/2027, which includes proposed performance standards for FY 2026/2027 and a budget for 
FY 2026/2027.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Scottsdale, 
Maricopa County, Arizona, as follows;
Section 1. The City Council hereby approves Experience Scottsdale’s proposed strategic 
business plan for Fiscal Year 2026/2027.
PASSED AND ADOPTED by the Council of the City of Scottsdale, Maricopa County, Arizona 
this_____day of_____________ . 
. 2026.
ATTEST;
CITY OF SCOTTSDALE, an Arizona 
municipal corporation
Ben Lane, City Clerk
Lisa Borowsky, Mayor
APPROVED AS TO FORM;
Luis E. Santaella'City Attorney 
By; William Hylen 
Deputy City Attorney
(•
19152629
Attachmerit 1 
Page 1 of 1

#
SCOTTSDALE
EXPERIENCE
FY 2026-27 Strategic Business Plan Packet
Contents
• Budget
Strategic Business Plan
Programs of Work 
o Media Schedule 
o Communications Program of Work 
o Tourism Program of Work 
o Convention Sales & Services Program of Work
• Performance Standards
Attachment 2

EXPERIENCE SCOTTSDALE
Actual 
Actual 
Reforocasted 
Proposed
FY 2024/25 FY 2024/2025 Budget FY 2025/26 Proposed FY 2026/27 
(Accrual Expense FY 2025/26 as of 04/26 FY 2026/27 Expense 
Basis)\3 Program % Cash Basis Cash Basis Cash Basis Program %
BEGINNING CASH BALANCE
Checking and Savings Accounts
8,542,454
8,201,615
8,201,615
8,441,028
Board-Designated Accounts^^
Private-Sector Reserve
907,071
1,049,974
1,049,974
1,091,974
Public-Sector Reserve
5,137,042
6,379,233
6,379,233
6,624,233
Opportunity Fund
893,005
1,438,940
1,438,940
1,496,940
Total Board-Designated Accounts
6.937,118
8.868.147
8,868,147
9,213,147
TOTAL BEGINNING CASH BALANCE
REVENUE
Ci^ of Scottsdale (45% per contract)
15,479,572
15,575,117
17,069,762 
17,069,762 
17,654,175
14,850,000
15,844,950
16,161,850
City of Scottsdale (Fiesta Bowl pass-ltirough)
212,711
221,219
221.219
Town of Paradise Valley (per contract)
2,194.480
2,490,800
2.194,480
2.490,800
State of Arizona (per Proposition 302)
3,052,116
3.025.372
3,133.051
3.052,366
Private Sector
840,241
768,500
768,500
640,750
Other Revenue
622,633
300,000
584,100
595,000
TOTAL REVENUE
EXPENSES
22,497,298
21,655,891
22,746,300 
22,940,766
Marketing
Salaries, Wages, Benefits & Payroll Taxes
1,780,854
1,765,101
1,765,101
1,853,356
Advertising (including all Prop 302)
7,602,630
7,852,115
7,895,151
8,352,700
Production/Retainer
564,638
447,500
447,500
537,500
Contracts/Subscriptions/Website
408,118
550,000
550,000
622,800
Printing/Postage/F ulfillment
469,774
322,500
360,500
372,500
Fiesta Bowl (City pass-through)
212,711
221,219
221,219
Fiesta Bowl (Experience Scottsdale)
212,711
221.220
221,220
Other Expenses
63,185
169,100
169,100
114,500
Allocated Expenses
313,725
316,680
316,680
316,680
Total Marketing 11,628,346
Convention Sales & Services
55%
11,865,435
11,946,471
12,170,036
53%
Salaries, Wages, Benefits & Payroll Taxes
1,760,236
1,928,385
1,928,385
2,024,804
FAMs & Site Inspections
140,329
186,000
186,000
238,500
Professional Services
573,959
561,750
561,750
585,250
Trade Shows/Conferences/Clienl Events
480,428
476,500
476,500
600,150
Meetings Sponsorships & Promotions
117,052
397,750
397,750
359,000
Other Expenses
16,157
28,000
28,000
17,100
Allocated Expenses
285,611
282,750
282,750
282,750
Total Convention Sales & Services 3,373,772
16%
3J61J35
3,861,135
4.107,554
18%
Communications
Salanes, Wages, Benefits & Payroll Taxes
780,937
827,699
827,699
869,084
PR Contracts & Expenses
419.223
290,000
290,000
453,500
Media Missions/Events/Trade Shovra
63,993
63,000
63,000
145,000
FAMs & Site Inspections
228,815
285.000
285,000
290,000
Conferences & Media Forums
97,833
120,000
120,000
71,500
Other Expenses
17,100
67,000
67,000
Allocated Expenses
145.009
147,030
147,030
147,030
Total Communications
1,752.910
8%
1,799,729
1,799,729
1,976,114
9%
Tourism
Salaries, Wages. Benefits & Payroll Taxes
681,260
710,410
710,410
745.931
Trade Shows/Sales Missions/Product Training
261,877
295,000
295,000
300,000
Trade Representation/Co-ops/Sponsorships
179,888
250,000
250,000
280,000
FAMs & Site Inspections
46,569
35,000
35,000
50,000
Other Expenses
30,725
40,000
40,000
40,000
Allocated Expenses
Total Tourism
116,888
Management and General'^
1,317,207
6%
124,410
1,454,820
124,410
1,454,820
124.410
1,540,341 
7%
Salaries. Wages, Benefits & Payroll Taxes
2,426,095
2,489,202
2,489,202
2,738,122
Software Subscriptions/Maintenance Contracts
Rent & Occupartcy Expenses
246,102
264,000
264,000
329,229
365,000
351,000
238,700
310,000
Professional Services
347,518
302,000
302,000
310,750
Corporate Insurance
39,280
50,000
50,000
50,000
Local Travel
201
1,700
1,700
1,000
CEO and Board Expenses
70,916
95,000
95,000
95,000
Annual Meeting
Community Relations
87,336
13,076
80,750
14,000
80,750
14,000
75,500
5,000
Other Expenses
Allocated Expenses
Total Management and General
336,326
322,950
322,950
(861,232)
3,034,847
TOTAL EXPENSES
21.107,082
14%
(870,870)
3,113,732
(870,870)
3,099,732
314,050
(870,870)
3,267,252
22,094.851 
22,161,887 
23,061,297
14%
Net
1,390,216
(438,960)
584,413
(120,531)
ENDING CASH BALANCE
Checking and Savings Accounts
6.201,615
7,762,655
8,441,028
7,975,497
Board-Designated Accounts”
Private-Sector Reserve
Public-Sector Reserve
1,049,974
Opportunity Fund
Total Board-Designated Accounts 8,868,147
6,379.233
1,049,974
1,438,940
6,379,233
1,091,974
1,438,940
8,868,147
6,624,233
1,133,974
1,496,940
9,213,147
6,869,233
1,554.940
9,558,147
TOTAL ENDING CASH BALANCE
L
17,069,762
16,630,802 
17»654,178
17,533,644
" Board^signated accounts require executive committee approval to be used.
Indudes non-program expenses only.
^ Accruai basis matches audited fmandals: budget, reforecssted and proposed columns are all cash basis.
Sianificsnt budoet line items will be detennined eech year.

Si
BUSINESS PLAN 2026-2027
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CONTENTS
02 A MESSAGE FROM OUR LEADERSHIP
03 WHO WE ARE
04 WHAT WE DO
07 WHERE WE TARGET
09 WHOM WE REACH
11 
WHY WE MEASURE
18 HOW WE TARGET
26 THANK YOU

A MESSAG
FROM OUR LEADERSHIP
D
estination promotion is like a puzzle, and many pieces need to fall into place for promotion that is both effective 
and appealing.
As destination professionals, our role is to understand the qualities that make Scottsdale special and ensure visitors 
and meetings groups across the globe understand as well. Experience Scottsdale’s team members, whether with us 
for a few years or a few decades, dedicate time to learning our destination’s history, culture, attractions, events and 
more. We tour your facilities and attend your events, so that we can share our knowledge with visitors, clients and 
media who truly appreciate our resorts, spas, golf, retail, dining, arts and culture, and beyond.
Yet knowing what makes Scottsdale unique is only part of this complex puzzle. We also must know who those 
high-value visitors and clients are — the people and key market segments who generate the most revenue for your 
businesses and tax dollars for our community — and identify competitive destinations to understand our domestic 
and international positioning. Experience Scottsdale leverages a variety of data sources to know how we compare, 
as well as where our customers are, what they are seeking in their vacations and meetings, and how we can best 
reach them during the dreaming, planning and booking stages of travel.
You, our members and stakeholders, are those final pieces of the puzzle. We value the guidance and insights you 
regularly share with our team. Your active participation helps us understand what your businesses and municipalities 
need from Experience Scottsdale in order to thrive and succeed.
When all the pieces align. Experience Scottsdale sees the complete picture of Scottsdale tourism. When those pieces 
come together — our deep understanding of the destination, our data-driven insights, and our community input — we 
form successful, layered strategies that bring Scottsdale to the world and the world to Scottsdale.
We invite you to read more about those puzzle pieces, those valuable industry insights, throughout this Strategic 
Business Plan, as well as the enhanced strategies and traditional programs that formed as a result. Thank you as 
always for your partnership and support so that Experience Scottsdale can strengthen our industry and community.
Sincerely,
Rachel Sacco 
President & CEO
Ronen Aviram 
Board Chair
02

» A 501(c)6 nonprofit destination 
marketing organization founded 
in 1987.
» Charting a path with a vision to establish 
Scottsdale as a year-round, luxury travel 
destination.
» Guided by a volunteer board of directors 
of community leaders.
» A team of productive, positive people
passionate about Scottsdale, our 
businesses, our residents and our 
visitors.
» Setting the bar of excellence for 
the tourism industry having earned 
accreditation with distinction from 
Destinations International.
WHO WE AR
WE ARE EXPERIENCE SCOTTSDALE
» Aligning with over 400 tourism
partners to strengthen the industry.
» Strategically executing business 
strategies under four key objectives.
1. Generate visitor-related economic 
impact for the Scottsdale market 
area
2. Faster positive relationships with 
customers and stakeholders
3. Run an effective business
4. Enhance the long-term health and 
development of the destination
» Delivering on the mission to enhance 
the local community by promoting the 
Scottsdale area as a luxury destination 
for meetings, events and leisure travel.
» Stewarding the destination with City 
of Scottsdale and Town of Paradise 
Valley leaders and staff.
» Mindfully administering private 
and public-sector revenue via
membership dues, bed-tax 
collections and state of Arizona 
Prop. 302 dollars.
03

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WHAT WE DO
r“ach year, Experience Scottsdale maintains existing 
^programs that provide a consistent return on invest­
ment while implementing new programs and leaning into 
successful strategies that allow us to remain competitive. 
Tourism is an incredibly fierce industry, and as competi­
tive destinations increase their budgets and ramp up their 
promotions, it’s essential that Experience Scottsdale stay 
innovative and ahead of trends in both the leisure travel 
and meetings sectors. More on our established programs 
can be found on pgs. 18-25. In fiscal year 2026-27, our 
enhanced strategies include:
LEANING INTO OUR PERSONAS
Experience Scottsdale developed our target audience 
personas (breakdowns of each persona available on pg. 
10) to truly understand our key audiences beyond basic 
demographic information. By understanding the affluent 
travelers most likely to convert and maximize spend in 
Scottsdale, our messaging successfully taps into their 
travel motivators and style. This fiscal year, we will 
expand our evergreen campaigns and dedicated mar­
keting efforts to align with each of our personas. For 
our family units, for example, we’ll create robust cam-
04

paigns aligning with the spring, fall and summer breaks, 
specifically timed for the ideal planning windows based 
on school schedules. To reach our luxury travelers, 
we’ll partner with publications like Virtuoso, The Maga­
zine and Andrew Harper Traveler for dedicated series 
focused on elevated, one-of-a-kind experiences that 
these travelers are seeking. In addition, we wilt move to 
year-round podcast advertising with spots that align with 
our personas in premium markets with high travel intent. 
In recent years, we have utilized host-read podcast ads 
to amplify our seasonal campaigns, and podcasts have 
proven to be one of the most effective mediums at driv­
ing actualized visitation. As podcasts evolve into more 
visual mediums, we’ll explore opportunities there as 
well. We also will continue to leverage connected tele­
vision and curate additional social content to reach our 
audience personas.
TAPPING UNIQUE DIFFERENTIATORS
Experience Scottsdale has always showcased the des­
tination’s unique assets that truly separate Scottsdale 
from our competitors. This fiscal year, we will home in 
on specific trends and assets that will ensure Scottsdale 
stands out in this crowded tourism landscape. “Cowboy 
Core” is a leading trend in travel, and Scottsdale 
provides authentic, elevated Western experiences that 
set our destination apart. To capitalize on this trend. 
Experience Scottsdale will develop a dedicated com­
mercial that showcases the Western side of Scottsdale. 
Scottsdale also is home to award-winning, chef-driven 
restaurants that span all budgets, and with the forthcom­
ing Michelin Guide Southwest, we wilt lean further into 
messaging around Scottsdale’s culinary talent in both 
our marketing and communications efforts. Arts 
and culture are woven into Scottsdale’s history and 
character, and this fiscal year, we will leverage a variety 
of strategic partnerships to highlight Scottsdale’s offer­
ings in this space, including one with Southwest Contem­
porary. This leading arts publication wilt be producing its 
inaugural “Arizona Field Guide,” and we will work closely 
with the magazine’s staff on a Scottsdale-specific insert. 
Golf remains a point of focus for our marketing efforts, 
and Experience Scottsdale will continue partnering with 
prominent golf publications, airing our two golf commer­
cials on streaming television, and promoting our nine 
dedicated golf videos on YouTube.
EXPANDING LUXURY ADVISOR OUTREACH 
Phocuswright’s “U.S. Travel Agency Landscape 2024" 
report revealed that consumers who use travel advi­
sors are typically older and wealthier than the average 
traveler, with 73% of clients over the age of 40 and 58% 
with incomes of at least S100,000. Seventy-four percent of 
travel advisors specialize in luxury travel. In recent years, 
our tourism teom has successfully forged relationships with 
luxury advisors through partnerships with consortia tike 
Virtuoso Ltd. and Serandipians, while also attending exclu­
sive events far luxury travel professianals like Creme de la 
Creme and ILTM. We will continue to uncover new oppor­
tunities to connect with these important clients to ensure 
they are selling Scottsdale vacations. Experience Scott­
sdale will increase our activation at ILTM Cannes, where 
last fiscal year our men’s and ladies’ lounge takeovers 
generated buzz among the 10,000 attendees, and we will 
attend LE Miami and ILTM Asia. We’ll host Serandipians 
advisors in the destination for a familiarization tour, giving 
them a behind-the-scenes look at Scottsdale’s unique 
offerings. Experience Scottsdale also will host a Luxury 
Travel Advisor Study Tour, offering a deep dive into the 
destination for handpicked luxury clients who have never 
visited Scottsdale.
LEVERAGING IN MARKET CONFERENCES 
After several years of relationship building and outreoch. 
Experience Scottsdale successfully secured the Fraternity 
Executives Association and Fraternity Communications 
Association Annual Conference. This conference has the 
potential to deliver long-term value to the community, 
and we wilt leverage our sponsorship and participation 
by exhibiting during the trade show and hosting pre- and 
post-conference familiarization tours for attendees. The 
conference will bring nearly 350 senior leaders, execu­
tives, and communications professionals from fraternity 
and sorority organizations nationwide. These are key 
decision-makers who influence future meetings and 
events, creating meaningful opportunities for repeat and 
off-season business for Scottsdale hotels, venues, and 
lacat businesses. Beyond the immediate economic impact, 
we will leverage this conference to position Scottsdale as 
a premier destination for influential national associations 
that often book business during our summer need period. 
Experience Scottsdale also secured Connect West in the 
destination, which will bring a mix of corporate, associa­
tion and third-party planners to the Scottsdale area. The
05

attendees will have active meetings opportunities for the 
West Coast, and we will use this opportunity to ensure they 
consider Scottsdale for future group business.
ADDRESSING DESTINATION MISCONCEPTIONS
Experience Scottsdale convenes focus groups of meet­
ings professionals to better understand our destination’s 
strengths, weaknesses and opportunities in key meetings 
markets and segments. During a recent focus group, we 
discovered that white meetings professionals from the 
Mid-Atlantic market continue to source and book Scott­
sdale for their events, they hove outdated perceptions 
of the destination. This market, predominantly made up 
of association groups, is important to Scottsdale, as the 
Greater D.C. area is traditionally one of our top markets 
for group business. During the fiscal year, we will host 
a familiarization tour for Mid-Atlantic meeting planners 
to address these misconceptions and open the door for 
more leads that convert into definite bookings. Associ­
ation groups often return to destinations, and they gen­
erate a variety of opportunities, with groups of varying 
sizes and budgets meeting all throughout the year, from 
annual conferences to board meetings.
ELEVATING AIR SERVICE
Experience Scottsdale will test airport lounge activa­
tions in premiere lounges in our top visitation markets. 
Building on the success of our out-of-market activations 
in recent years, we will bring Scottsdale to travelers 
— surprising and delighting airport lounge guests with 
immersive touches inspired by the destination. These 
activations will highlight key selling points of the destina­
tion like golf, wellness and our Western roots by bringing 
in interactive elements, such as a golf simulator, hat bar 
and wellness-related activities. We also will leverage 
the airlines operating aut of Scottsdale Airport, including 
JSX and RetrievAir, a pet-friendly airline. We will team up 
with JSX on email and social media advertising, as well 
as flash sales for Scottsdale airfares. We will partner with 
both JSX and RetrievAir on airport hangar activations, 
content creator trips and airplane wraps. With new air 
service connecting Arizona with Taiwan and additional 
Asian feeder markets. Experience Scottsdale’s market­
ing, communications and tourism teams will work along­
side the Arizona Office of Tourism to tap into the market 
and support these flights. We will reinforce Scottsdale’s 
positioning as a premier luxury destination within the
Valley and ensure we are well positioned to attract both 
business and leisure travelers from this emerging market.
PROMOTING CITY VENUES
As always. Experience Scottsdale will work with the City 
of Scottsdale to promote the City’s event venues, such as 
WestWorld of Scottsdale, Scottsdale Stadium, Scottsdale 
Sports Complex, Bell94 Sports Complex and the Reata 
Sports Complex. As we look to expand sports tourism, as 
established by the Tourism & Events Strategic Plan, these 
venues offer unique, outdoor spaces for sports tourna­
ments, as well as year-round meetings and events. We 
also will promote city destinations, such as Old Town 
Scottsdale, Scottsdale Airport, Scottsdale Arts and 
Western Spirit: Scottsdale’s Museum of the West through 
our marketing, communications, convention sales and 
services, and tourism programs.
SUPPORTING THE FIVE-YEAR STRATEGIC PLAN
Experience Scottsdale will continue to align its programs 
and initiatives with the City of Scottsdale’s Tourism & 
Events Strategic Plan, incorporating relevant strategies and 
action items into our 2026-27 efforts. As the City refreshes 
and evolves its plan, we remain committed to supporting 
its priorities and ensuring our work advances shared goals 
that strengthen the Scottsdale area’s tourism economy.
06

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WE TARG
n^esearch is critical to the success of Experience Scottsdale’s initiatives, ensuring our programs are cost-efficient 
IX and effective. Experience Scottsdale’s research keeps us apprised of the demographics of high-value travelers and 
helps us identify new and impactful markets to target with our promotions and programs.
WHERE WE TARGET; DOMESTIC LEISURE MARKETS
Our marketing strategy is driven by economic return, historical visitation data, and alignment with Scottsdale’s luxury 
positioning. We target affluent travelers most likely to convert and maximize spend. Geography is one variable in a 
layered, data-driven approach. We target designated market areas, each of which include multiple cities and counties 
with diverse populations beyond the cities noted below.
A•lietonCounty
’«SocraiTiento
I .i
San Francisco'
Salt Lake City
Omaha .
Boston
Denver
Los Angeles 
San Diego
0 Primary Markets 
0 Secondary Markets 
# Seasonal Markets
10 million U.S. visitors 
to Scottsdale
Las Vegos 
Phoenix ®
0 Albuquerque
; •
Tucson
# Santa Fe
9,, __
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^ Hartford/New Haven
Des Moines S • 
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• Chicago • 
Philadelphia
• Columbus'^•Woshington DC 
0 
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Kansas City 
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Benton County
Midland 
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MUfamto
Charleston
50% Overnight 
Visitors
50% Day Trip 
Visitors
San Antonio
Scottsdale’s Average Domestic Overnight Traveler
44.3 years average age i $97,000 average household income 
Staying an average of 2.9 nights i Spending $321 per person 
79% stay overnight in hotels/resorts/motels i 80% are repeat visitors 
59% visited before in the past 12 months
Scottsdale-Area Hotels’ Out-of-State Visitors
36% ore between 45-64 years old i 28% at the $150,000+income level 
Staying an average of 4.5 days I 48% are repeat visitors
Top Designated Market Areas by Visitation; 1. Los Angeles 2. Chicago 3. Denver 4. New York 5. Seattle 
Top Designated Market Areas by Spending: 1. Los Angeles 2. Chicago 3. Dallas 4. New York 5. Denver 
Top Designated Market Areas for Luxury Hotels: 1. Los Angeles 2. Chicago 3. New York 4. Dallas 5. Denver
City of Scottsdale Applied Economics 2024 Visitor Statistics I City of Scottsdale Longwoods international 2024 I Datofy Geolocation Data for 2025
07

WHERE WE TARGET; INTERNATIONAL MARKETS
1.7 million international visitors to Scottsdale in 2024
# ■*
4
3.7 million Mexican 852,200 Canadian 
83,600 U.K. 
79,700 German 
71,500 French
visitors to AZ 
visitors to AZ 
visitors to AZ 
visitors to AZ 
visitors to AZ
76% traveling for 
87% traveling for 89% traveling for 93% traveling for 
95% traveling for
leisure 
leisure 
leisure 
leisure 
leisure
WHERE WE TARGET; MEETINGS MARKET
Experience Scottsdale focuses on corporate (healthcare, high tech, financial, manufacturing, insurance and retail), 
association (major conventions, board meetings, training/educational seminars and professional/technical meetings) 
and niche meetings (sports, government, social, military, educational, religious and fraternal meetings).
Experience Scottsdale 
Bookings By State
i
1«M
10%+
5-9%
3-4%
0-2%
Experience Scottsdale 
Bookings By Market
18%
Association
68%
Corporater
14%
Niche
City of Scottsdale Applied Economics 2024 Visitor Statistics I Arizona Office of Tourism 2024 International Market Profiles I Experience Scottsdale 
2024-25 Annual Report
08

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WHOM WE REAC
OUR AUDIENCE PERSONAS
r~ xperience Scottsdale provides inspirotion and education throughout every stage of the travel process, from 
I— dreaming to planning to booking. With our audience personas, created using a variety of data sources, we 
have a refined understanding of those visiting Scottsdale, in addition to basic demographic information. With 
targeted promotions. Experience Scottsdale taps into their interests, behaviors, social status, spending habits, 
motivators and travel style to ensure we are reaching the right audience at the right time with the right message in 
the right mediums.
LUXURY TRAVELERS I 40-65 years old I $250,000+household income 
They travel as a couple or family for 4.5 days, staying at our highest-end resorts. They seek 
walkability and a variety of amenities at their fingertips and are influenced by word of mouth, 
travel professionals and social media. We can reach Luxury Travelers through digital ads target­
ed to high-wealth zip codes, high-end online travel agencies, and media opportunities with Elite 
Traveler, Conde Nast or Vanity Fair.
09
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FAMILY UNITS I 35-55 years old I $750,000+ household income
Family Units travel for 5 days, staying at mid-range hotels to upper mid-range resorts with many 
family-friendly amenities and nearby activities. They seek connection, family time and outdoor 
adventure and are influenced by social media, friends and online resources. We can reach 
Family Units through digital billboards, advertising with online travel agencies, and digital 
advertising like promotions with family content creators.
~s-
WELLNESS WARRIORS I 35-55 years old I $150,000+household income 
Wellness Warriors travel alone, in pairs or in small groups for 5 days. They stay at mid- to high- 
end hotels and resorts with spas and healthy food programs as they seek abundant health 
offerings and itineraries. Wellness Warriors respond to messaging that ensures an escape from 
everyday life, and we can reach them through digital advertising and advertising on podcasts, 
streaming apps and fitness apps, as well as wellness activations.
wum
SPORTS GOERS I 30-55 years old I $150,000+ household income
They stay at mid-range to high-end hotels and resorts near attractions. They seek recreation 
and entertainment options, are influenced by social media and online research, and respond to 
content that is energetic and lighthearted. We can reach Sports Goers via ads on sports-focused 
streaming television, digital and video ads with publications like Golf Digest, and activations 
with sports teams,
FOODIES I 30-60 years old I $150,000+ household income
Foodies travel alone or in couples for 2.5 days, staying near the heartbeat of the destination 
like Old Town Scottsdale. They are influenced by social media, online resources and review 
sites and respond to content that shows the variety of dining offerings. We can reach Foodies 
with dining activations, advertising on review sites, and media opportunities like Food + Wine 
and Food Network.
!■
INDULGENT INDIVIDUALS I 25-45 years old I $150,000+household income 
They travel as couples or families for 4 days, staying at upper mid-range hotels to luxury 
resorts. They are seeking relaxation and self-reward and respond to content that plays up 
Scottsdale’s many ways to disconnect. We can reach Indulgent Individuals through partnerships 
with content creators, social media advertising, and media buys with podcasts and publications 
like Travel + Leisure.
Just like leisure travelers, it’s important to understand who meeting planners are and how they work so that we can 
send impactful messages during the moments that matter. Our marketing promotions home in on the searching and 
planning phase of the meeting planning process, while our sales efforts assist clients during the pre-travel planning 
and in-destination phases.
MEETING PLANNERS I Largely corporate, association and third-party planners 
Meeting planners are researching destinations, airfare and pricing on all mediums: desktop, 
video, and mobile. They represent key industries for the Scottsdale community like healthcare, 
financial, high tech and insurance. We can reach them through paid search, Linkedin lead 
generation advertisements, connected television, and meetings publications such as 
Meetings Today.
10

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WHY WE MEASUR
LOCAL OUTLOOK
r" xperience Scottsdale commissions research and reports from market leaders in benchmarking, data analysis and 
L— economic impact to keep a pulse on Scottsdale's performance compared to competitive destinations. Such insight 
allows us to identify trends and understand visitor demand as we aim to drive visitation.
WHY WE MEASURE: DESTINATION COMPETITION
For both leisure travelers and meetings business, Scottsdale competes with other warm-weather destinations, including 
cities throughout Arizona, California, Nevada, Texas, Tennessee and Florida. Experience Scottsdale’s promotional budget 
is two to three times smaller than many of these cities — putting our city at a competitive disadvantage.
BUDGET COMPARISON
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$100
$80
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$20
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$16
Orlando Son Diego
Civitas Pro
Los
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San
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11

WHY WE MEASURE: LODGING PERFORMANCE & FORECAST
SCOTTSDALE VS. OTHER U.S. MARKETS
2025 (January - December)
Sconsdale Area* Phoenix Metro* Top 25 Markets
Total U.S.
Occupancy
65,0%
66.5%
68.6%
62.3%
Average Daily Rate
$268.59
$173.29
$191.45
$160.54
Revenue Per Available Room
$174.65
$115.27
$131,37
$100.02
5%
4%
3%
2%
1%
0%
-1%
-2%
-3%
-4%
-5%
SCOTTSDALE VS. OTHER U.S. MARKETS 
Percent Change - 2025 vs. 2024
Occupancy 
■ Scottsdale Area*
ADR 
RevPAR
I Phoenix Metro* ■ Top 25 ■ Total US
'Includes all hotels in Experience Scottsdale's membership, including properties in Scottsdale, Paradise Valley, Salt River Pima-Moricopa Indian 
Community, and a few in Phoenix
Hncludes Scottsdale area
STR <0 2026 CoStar Group. Republication or other re-use of this data without express written permission of STR is strictly prohibited.
12

SCOTTSDALE VS. COMPETITORS 
Percent Change - 2025 vs. 2024
3%
2%
1%
0%
-1%
-2%
-3%
-4%
-5%
-6%
-7%
-8%
-9%
-10%
-11%
Occupancy 
ADR 
RevPAR
I Austin ■ Las Vegas ■ Los Angeles ■ Miami ^ Nashville ■ Palm Springs San Diego ■ Scottsdale
10-YEAR SCOTTSDALE AREA TOURISM INDUSTRY MEASUREMENTS
70%
■—m
60%
50%
40%
'16 
'17 
'18 
'19 '20 '21 
'22 '23 '24 '25
B Occupancy
STR O 2025 CoStar Group. Republication or other re-use of this data without express written permission ofSTR is strictly prohibited.
13

10-YEAR SCOTTSDALE AREA TOURISM INDUSTRY MEASUREMENTS
$300
$250
$200
$150
$100
$50
■
’16 
’17 
’18 
’19 
’20 ’21 ’22 ’23 ’24 ’25
—■— ADR —RevPAR
SCOTTSDALE LODGING FORECAST
2026 Forecast
2027 Forecast
Occupancy
63.6%
64.3%
Average Daily Rate
$271.78
$276.15
Revenue Per Available Room
$172.74
$177.55
WHY WE MEASURE: GOLF PERFORMANCE
2025 SCOTTSDALE GOLF PERFORMANCE (YEAR-OVER-YEAR CHANGE)
Course Occupancy
57.7% (+1.1%)
Average Rate Per Round
$125.10 (+5.8%)
Revenue Per Available Round
$72.14 (+6.6%)
STR © 2026 CoStar Croup. Republication or other re-use of this data without express written permission ofSTR is strictly prohibited. I Tourism 
Economics I Sagacity Golf
14

WHY WE MEASURE: SHORT-TERM RENTAL PERFORMANCE
2025 SCOTTSDALE PERFORMANCE (YEAR-OVER-YEAR CHANGE)
Occupancy
35.1% (+4.4%)
Average Daily Rate
$417,13 (+14.2%)
Revenue Per Available Room
$146.25 (+19.2%)
WHY WE MEASURE; INTERNATIONAL VISITATION & SPEND
2025 SCOTTSDALE PERFORMANCE (YEAR-OVER-YEAR CHANGE)
Country of Origin
Card Counts
Card Spending
Canada
-20%
-21%
France
+54%
+24%
Germany
+8%
-6%
Mexico
+9%
+4%
United Kingdom
+19%
+9%
Key Data I Visa Destination Insights: Data reflects Visa spend only. European visitors tend to use other forms of payment more frequently.
15

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WHY WE MEASURE
INDUSTRY OUTLOOK
^nhe health of Scottsdale’s tourism industry is largely 
I reliant on the strength of the national and global 
tourism industry. Experience Scottsdale continuously 
monitors research and publications to stoy apprised of 
overarching trends and shifts in the industry at large, 
so that we can better understand the behaviors and deci­
sions of travelers and meetings groups. These insights 
allow Experience Scottsdale to capitalize on trends, 
uncover new opportunities and monitor headwinds.
LEISURE TRAVEL
• U.S. travelers project to take 4 leisure trips on 
average during the year, with an annual leisure 
travel budget averaging $6,453.
• Over 90% of travelers with household incomes over 
$150,000 plan to travel within the next 12 months.
• Sports and wellness are major trends for travel. 34% 
of American travelers are likely to take an overnight
trip to attend sporting events, such as professional or 
college games. 32% of travelers say they combine 
sports and wellness in their trips.
• 47% of travelers are interested in touring Route 66 for 
its 100th anniversary, looking to experience the natural 
beauty and historic significance of the route.
• 2 in 3 travelers say experiences, ranging from visiting 
museums or cultural sites to engaging in wellness 
activities, play a major role in choosing which destina­
tion to visit.
‘‘Spedai events such as the FIFA World Cup, America 
250 and the 100th anniversary of Route 66 will all 
motivate U.S. travel this year. And 52% of travelers plan 
to travel overnight to attend cultural events, such as 
concerts and festivals." - Longwoods international 
President & CEO Amir Eylon
16

MEETINGS & BUSINESS TRAVEL
• 60% of meeting planners expect favorable live 
attendance throughout 2026, though most anticipate 
attendance gro\«th of less than 10%.
• 85% of meetings professionals are optimistic for the 
sector in 2026.
• 70% of planners use generative Al technologies 
regularly and 62% view Al integration in the meeting 
and event business landscape as positive. However, 
67% rate their ability to use Al to deliver meaningful 
experiences and events as average, poor or terrible.
• Meeting professionals’ top priority is improving 
attendee experience with more memorable event.
Their top challenges are cost, economic uncertainty, 
designing events that meet the needs of today's 
attendees, budget cuts, and location uncertainty.
• Cost, ease of travel and transportation, and destination 
safety and security are key factors for destination 
selection.
“Talking with customers, you get this sense of growing con­
fidence, and that's feeding through to increased optimism
and activity." - Amex Global Business Travel Meetings
& Events Head of Strategic Meetings Jennifer Nelson
INTERNATIONAL TRAVEL
• In 2025, total international travel fell 5.5%, leaving the 
U.S. 14% below 2019 levels.
• Canadian visitation dropped 23% in 2025, totaling 4.6 
million fewer visitors, while visits from Mexico rose 8%.
• International visits are forecast to resume growth in 
2026 with 70.4 million visits, reaching 89% of 2019 
levels.
• 59% of Canadian travelers report that U.S. policies, 
trade and political statements make them less likely 
to travel to the U.S. in the next 12 months, and of those 
travelers, 45% are replacing their U.S. travel with 
domestic trips within Canada.
"Other destinations are actively competing for interna­
tional travelers — streamlining entry, reducing costs and 
marketing aggressively. The U.S. has a choice: make it 
easier or make it costlier. The administration has shown a 
real commitment to modernizing our travel system. We're 
confident that the same commitment wilt guide decisions 
on policies that affect international visitation. The world is 
coming, let's make sure we're ready to welcome them."
- U.S. Travel Association Presidents CEO Geoff Freeman
U.S. LODGING FORECAST
2026 STR Forecast
2027 STR Forecast
Occupancy
62.1% (-0.3%)
62.2% (+0.2%)
Average Daily Rate
+1.0%
+1.3%
Revenue Per Available Room
+0.6%
+1.4%
Future Partners' The State afthe American Traveler I MMGY Travel Intelligence I Longwoods International I Phocuswright's The Outlook for Travel 
Experiences 2019-2029 IMPI Meetings Outlook I AMEX Global Business Travel 2026 Global Meetings and Events Forecast I Tourism Economics I 
U.S. Travel Association I STR, & 2026 CoStar Group
17

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MARKETING
^^xperience Scottsdale brands the Scottsdale market 
^ area as a luxury leisure and meetings destination 
through brand advertising, including high-end collateral 
and publications, traditional media, digital efforts and 
social media. We provide the information leisure visitors 
need before they arrive and once they are here.
BRANDING
Experience Scottsdale maintains, protects and promotes 
Scottsdale's destination brand. Following extensive 
research and testing, we developed the Effortless 
Revitalization brand story that showcases our desert 
destination as the nexus of relaxation and adventure.
To help tell that story, we incorporate elements of 
Scottsdale’s brand essence and position into all market­
ing efforts.
MEDIA PLAN
Experience Scottsdale develops a media plan based on 
extensive research and strategic planning to align Scott­
sdale's brand message with appropriate mediums that 
best reach our target audiences. With intense competi­
tion in the travel marketplace. Experience Scottsdale de­
velops a strong integrated media mix that drives reach, 
frequency and awareness. Our promotions — digital, 
social, high-end publications, streaming audio, connected
18

television and out-of-home — effectively capture the 
interest of potential travelers that align with our strate­
gically developed personas in traditional and emerging 
feeder markets.
DIGITAL MARKETING
Experience Scottsdale’s digital marketing tactics include 
paid search engine, video and connected television, 
social and content creators, email, podcasts, online 
travel agencies, and digital media advertising. Our 
objectives are to increase brand awareness, showcase 
members, and increase visitation and bookings with 
advertising focused on inspiration, rates and niche travel. 
Digital promotions drive visitors to our primary website. 
ExperlenceScottsdale.com, and to our dedicated micro­
sites. We communicate regularly with leisure travelers, 
meeting planners and Arizona residents through dedi­
cated email campaigns. We maintain an active presence 
on social media channels such as Facebook, Threads, 
TikTok, YouTube. Instagram, Pinterest and Linkedin to 
generate organic engagement. Experience Scottsdale 
also offers videos, digital flipbooks and downloadable 
guides to provide greater access to information online.
SEASONAL CAMPAIGNS
We develop seasonal marketing campaigns to drive ad­
ditional visitation during need periods: the holidays and 
summer. These targeted campaigns use online mediums, 
streaming audio, connected television, out-of-home 
advertising and various other efforts to strengthen 
destination awareness during times when hospitality- 
related businesses need it most.
EVENT MARKETING
To help drive incremental visitation to the destination. 
Experience Scottsdale supports special events by 
incorporating them into our advertising, guides, website, 
emails and social media channels. Our team partners 
with the City of Scottsdale and our members to promote 
umbrella events like Scottsdazzle and Western Week.
We also promote events that drive significant tourism — 
Barrett-Jackson Collector Car Auction, WM Phoenix 
Open. Scottsdale Arabian Horse Show and Cactus 
League Spring Training — as part of our Scottsdale’s 
Signature Events campaign. Experience Scottsdale 
provides materials at several events, and we work with 
event producers to secure new events that fill room 
nights and attract new customers to Scottsdale.
VISITOR SERVICES
Experience Scottsdale provides visitors with destination 
information via phone, email and our web chat. Our 
visitor guide and other publications are available on 
the Old Town Ambassadors’ carts and at Phoenix Sky 
Harbor international Airport. Scottsdale Airport and Mesa 
Gateway Airport. Plus, we distribute our publications to 
member businesses, including hotels and resorts, to 
get the guides into the hands of visitors while they’re in 
the destination.
PROMOTIONAL MATERIALS
Experience Scottsdale produces a variety of publications 
for leisure travelers, including the Scottsdale Visitor 
Guide; Scottsdale Area Hiking, Biking & Trail Guide:
Old Town Guide; Art Guide; Historic Walking Tour Map 
and more. To assist meeting planners, travel advisors 
and tour operators. Experience Scottsdale produces 
the digital Scottsdale Meeting & Travel Planners Guide 
and offers high-quality promotional materials that can 
be used to sell Scottsdale, including brochures, maps, 
photos and videos.
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COMMUNICATIONS
|~ xperience Scottsdale garners positive publicity 
L— for the Scottsdale market area as a luxury travel 
and meetings destination through targeted, positive 
media exposure in print, broadcast, online and social 
media. In markets where advertising dollars are scarce 
or nonexistent, communications programs are critical in 
generating intertest.
TRADE SHOWS & MEDIA MISSIONS
To build relationships and target high-caliber journalists 
with strategic messages. Experience Scottsdale conducts
one-on-one editorial meetings and hosts receptions and 
events in key cities. Our Scottsdale Showcase flips the 
media mission model by bringing writers and editors 
from top markets to Scottsdale for a multi-day, immersive 
program designed to help attendees gather the inspiration 
and information they need to pitch and secure future 
assignments with magazines, newspapers and online 
publications. Experience Scottsdale also annually 
attends the travel industry’s premier international mar­
ketplace, IPW, to pitch story ideas and further develop 
media relationships.
20

PRESS TRIPS & CONFERENCES
Experience Scottsdale encourages qualified journalists 
to explore Scottsdale, as media who visit typically 
produce better coverage and write more frequently 
about the destination than those who do not. We 
facilitate individual and group visits by providing story 
ideas and coordinating customized itineraries with 
the support of our members. Group tours are often 
produced around specific drivers or special events to 
attract niche media. Experience Scottsdale also hosts 
a biennial travel writers conference, Travel Classics 
West, which provides an additional way to introduce top 
editors and freelance writers to the destination. When 
the conference is in another city. Experience Scottsdale 
attends as a sponsor to develop and maintain media 
relationships.
PAID STORYTELLING PROGRAM
Experience Scottsdale has developed strict standards 
for vetting, selecting and negotiating influencer part­
nerships that will benefit the destination. For our paid 
storytelling program. Experience Scottsdale partners 
with highly qualified influencers with target audiences 
that fit Scottsdale. Our team works hand-in-hond to 
shape their message, allowing us to address niche 
topics, complement seasonal marketing campaigns 
and improve search engine optimization. We also 
conduct satellite media tours, in which we partner 
with a broadcast television expert to produce news 
segments about Scottsdale’s offerings that air in 
markets across the country.
MEDIA RESOURCES
Our resources provide story ideas, enhance editorial
coverage and help Experience Scottsdale build rela­
tionships with media.
• Monthly E-Newsletter: Our monthly newsletter 
updates approximately 3,750 domestic and inter­
national media on what’s new in Scottsdale.
• Online Press Room: Experience Scottsdale’s online 
press room includes press releases, fact sheets and 
sample itineraries.
• 
Press Releases: Experience Scottsdale disseminates 
news and seasonal releases, which often incorporate 
information submitted by Experience Scottsdale 
members. Some releases are published in other 
languages.
• 
Customized Pitches: Customized pitches allow Experience 
Scottsdale to tailor the message to a publication and 
its audience to secure thorough, high-value coverage.
• Destination Images: Experience Scottsdale provides 
media with high-definition video footage and images 
to enhance Scottsdale editorial.
• Downloadable Guides: Experience Scottsdale’s 
website offers downloadable fact sheets on some 
of Scottsdale’s main tourism drivers, os well as 
mops and guides, to further educate media.
PUBLIC RELATIONS REPRESENTATIVES
Experience Scottsdale contracts with international public 
relations representatives in Canada, the United Kingdom 
and Germany to have a more consistent presence in 
these markets, as well as representatives in France for 
specific projects. Experience Scottsdale also contracts 
with a domestic agency with offices in New York and Los 
Angeles to help us further penetrate these media-rich 
cities and beyond. In addition. Experience Scottsdale 
partners with a local golf-focused public relations 
agency. Our representatives help build relationships 
with media in their respective markets, respond to media 
requests, distribute press materials, coordinate media 
visits to Scottsdale, and advise Experience Scottsdale 
regarding opportunities to further our positioning.
21

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TOURISM
xperience Scottsdale provides destination education 
L_ to travel advisors, tour operators, airline vocation 
divisions and international meetings groups. We help 
travel professionals best capture the Scottsdale experi­
ence for their clients, and we ensure Scottsdale stands 
out as a unique destination in travel company product 
inventories throughout the world.
LEADS
Experience Scottsdale generates leads for members, 
including Scottsdale-area hotels. Once a travel professional 
has established a relationship with a Scottsdale market- 
area hoteL Experience Scottsdale introduces new itinerary
ideas to enhance the experience for customers and increase 
the number of nights booked for a Scottsdale vacation.
TRADE SHOWS & SALES MISSIONS
We connect face-to-face with travel professionals at 
select trade shows, which generate immediate leads 
for Experience Scottsdale members. In addition. Experi­
ence Scottsdale conducts sales missions, client events 
and educational seminars in key markets to cultivate 
relation-'ships with new clients and meet with longtime 
clients. When possible, we leverage sponsorship oppor­
tunities and activations during leading industry events to 
raise further awareness of the destination outside of our
22

appointments. During one-on-one client meetings, Expe­
rience Scottsdale reviews the travel company’s prod­
uct offering to ensure that area hotels and resorts are 
properly featured within a Scottsdale-branded section, 
prominently featured in travel brochures or highlighted 
on the company's website.
FAMILIARIZATION TOURS & SITE INSPECTIONS
Experience Scottsdale hosts familiarization tours (FAMs) 
for travel professionals to increase their overall knowl­
edge of the destination by experiencing it firsthand. 
These FAMs and site inspections provide an opportunity 
for members to showcase their properties, services and 
events to travel professionals who are actively seeking 
new product to sell.
PRODUCT TRAINING SEMINARS
Experience Scottsdale conducts in-person and online 
product training sessions for travel industry clientele 
and reservation agents who sell Scottsdale hotels 
and activities. These seminars are a valuable tool for 
increasing room-night bookings to the area; the more 
information each travel advisor obsorbs, the easier the 
destination is to sell to the leisure traveler.
fix-based operators and amenities during product train­
ing seminars, ensuring luxury travel advisors are aware 
of this option as private jet travel has become more 
prevalent.
SERVICES
We help travel professionals sell Scottsdale by providing 
complimentary materials such as photos, videos, visitor 
guides, maps, brochures and itinerary ideas. Many travel 
professionals share Scottsdale promotional pieces with 
their customers who are interested in purchasing 
a Scottsdale vacation.
TOURISM REPRESENTATIVES
Experience Scottsdale works with trade representatives 
in the United Kingdom, Germany, France, Canada and 
Mexico. Our representatives respond to travel industry 
requests, participate in trade shows, and conduct educa­
tional seminars and sales missions to promote tourism 
to Scottsdale.
TRADE COOPERATIVE MARKETING
To drive more travelers to purchase Scottsdale vacation 
packages, we partner with international and domestic 
tour operators and travel consortia to create trade 
cooperative marketing campaigns in their respective 
cities and countries. Experience Scottsdale helps cover 
a portion of the cost incurred by the tour operator or 
travel consortium to execute the promotion and in turn 
receives exposure in every medium of the promotion 
(e.g., print ads, online newsletters, advertorials, website 
promotions, in-store displays).
FLIGHT SERVICE & PROMOTION
Experience Scottsdale partners with Phoenix Sky Harbor 
International Airport to attract new international flight 
service, ensuring travelers from Canada, Mexico, 
Europe and Asia have more opportunities to visit the 
destination. In recent years. Sky Harbor has secured 
additional service fram Paris and Taipei, in part, because 
of Experience Scottsdale and ather area destination 
marketing organizations’ commitment to promote the 
flights. Our team also promotes Scottsdale Airport’s
23

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CONVENTION SALES
|~ xperience Scottsdale provides destination education 
^ to meeting planners and assists with securing space 
and services for meeting and incentive programs. We 
help planners understand the opportunities available 
that meet the needs of their programs, from our venues 
and off-site attractions to our services and amenities, 
ensuring their attendees have the best possible 
experience in the destination.
LEADS
Experience Scottsdale customizes all meeting planners’ 
requests for accommodations, meeting space and other 
types of services. We work closely with both clients and
members to ensure a great match between the needs 
and wants of our clients and the products and services 
of our members. Because of this. Experience Scottsdale 
does not produce a convention calendar. Experience 
Scottsdale generates additional leads by working in 
tandem with Cvent; we communicate with clients before 
and after they submit their RFPs through event’s online 
lead portal, ensuring they are considering all the 
appropriate options in the Scottsdale market area for 
their program.
TRADE SHOWS & SALES MISSIONS
Experience Scottsdale connects face-to-face with
24

meeting planners at select trade shows, which typically 
generate immediate leads for Experience Scottsdale 
members. When possible, we leverage sponsorship 
opportunities and activations during leading industry 
events to raise further awareness of the destination 
outside of our appointments. Often in conjunction with 
a trade show, our team conducts sales calls to connect 
with additional planners. Members frequently partner 
with Experience Scottsdale for these events, increasing 
Scottsdale’s presence in the markets.
FAMILIARIZATION TOURS & SITE INSPECTIONS
To give clients a firsthand experience of the destination. 
Experience Scottsdale conducts meeting planner famil­
iarization tours (FAMs) each year. These FAMs provide 
an opportunity for members to showcase their properties 
and services to highly qualified meeting planners who 
are actively considering Scottsdale for future programs. 
In addition to FAMs, our team arranges smaller and more 
customized site inspections for qualified clients through­
out the year.
CLIENT OUTREACH
Experience Scottsdale keeps the destination top of mind 
through client outreach. We contact clients during the 
year via phone calls and emails to generate awareness 
and provide updates on new amenities and products 
in Scottsdale.
ness during need periods like the summer and to target 
specific geographic areas, such as Canada and Arizona.
SPORTS TOURNAMENTS & MEGA EVENTS
Sports tournaments and mega events attract groups and 
individuals who might not otherwise come to Scottsdale, 
broadening the destination’s exposure and encouraging 
return travel. We work closely with the City of Scottsdale 
to promote and secure tournaments for the city’s event 
venues, including WestWorld of Scottsdale, Scottsdale 
Stadium, Scottsdale Sports Complex, Bell94 Sports Com­
plex, ond Reata Sports Complex. Experience Scottsdale 
also collaborates with partner organizations on bids to 
secure mega events, such as the Super Bowl and NCAA 
tournaments.
DESTINATION SERVICES
Experience Scottsdale efficiently matches planners’ 
requests for destination management services, off- 
property venues, speakers, wholesale gifts, and other 
types of services with member businesses. Our team 
helps planners boost attendance for their programs 
by providing complimentary materials such as photos, 
videos, brochures, visitor guides and welcome letters.
FEEDBACK & RESEARCH
Research and industry insights have always guided our 
strategies. To better understand the needs and wants of 
meetings groups. Experience Scottsdale convenes focus 
groups that allow us to gather valuable feedback about 
the destination directly from highly qualified planners 
in key markets and segments. Our Customer Advisory 
Board also provides invaluable insight and feedback 
into our destination’s strengths, weaknesses and com­
petition.
ADVERTISING & PUBLIC RELATIONS
Experience Scottsdale reaches meeting planners 
through advertising, email blasts, digital efforts, social 
media, and online RFP tools such as Cvent. Experience 
Scottsdale also works to keep Scottsdale top of mind 
with media from key meetings publications. In addition, 
we create meeting planner promotions to promote busi-
25

ANK YO
EXPERIENCE SCOTTSDALE’S BOARD OF DIRECTORS
‘Ronen Aviram, Board Chair 
Hotel Valley Ho
•Andrew Chippindall, Vice Chair 
Mountain Shadows
•John H, Holdsworth, Secretary 
Xclusive Enterprises
•Kate Birchler
+City Manager Greg Caton 
City of Scottsdale
•Steve Chucri
Arizona Restaurant Association
+Town Manager Andrew Ching 
roivr; of Paradise Valley
John Graham 
Sunbelt Holdings
Rebecca Grossman 
Scottsdale Area Association 
of REALTORS
Jody Harwood 
Grace Hospitality
Ryan Hibbert 
Riot Hospitality Group
•Joe Iturri 
HCW
+*Mii<e King 
Gammage & Burnham
•Todd LaPorte 
HonorHealth
Brandon Maxwell 
M Culinary Concepts
Councilwoman Maryann McAllen 
City of Scottsdale
Laura Mclver
Sanctuary Camelhack Mountain 
•Jack J. Miller
Fairmont Scottsdale Princess
+Chris Montgomery
Scottsdale Tourism Development
Commission
Erik Moses
Fiesta Sports Foundation
Councilmember Julie Pace 
Town of Paradise Valley
Michael J. Reina
Southern Glazer's Wine & Spirits
Dennis E. Robbins 
Scottsdale Charros - 
The Charro Foundation
+*Rachel Sacco 
Experience Scottsdale
Dr. Gerd Wuestemann 
Scottsdale Arts
'Executive Committee Member 
■rEx-ofTicio Member
New board members joining for the 2026-2027 fiscal year will be approved in early May 2026.
EXPERIENCE SCOTTSDALE’S MEMBERS 
AND COMMUNITY PARTNERS
CITY OF
scons
I^LE
o
26

SCOTTSDALE
EXPERIENCE
2026-27 Media Schedule
This plan is subject to change. Experience Scottsdale maintains the right to cancel or reschedule
programs at any time.
JULY 2026
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide - leisure and meetings 
Podcast Advertising 
Persona Campaigns 
Meetings Advertising-digital 
Breaking Par Golf Broadcast Television Advertising 
Mexico-Focused Advertising - digital 
UK-Focused Advertising-digital 
British Airways Campaign - video 
Summer Campaign Advertising 
SiriusXM - audio streaming & host-read podcast ads 
Spotify ads-video 
JSX campaign
AUGUST 2026
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide - leisure and meetings 
Podcast Advertising 
Persona Campaigns 
Meetings Advertising - digital 
Breaking Par Golf Broadcast Television Advertising 
Mexico-Focused Advertising-digital 
UK-Focused Advertising-digital 
British Airways Campaign -video 
Summer Campaign Advertising 
SiriusXM - audio streaming & host-read podcast ads

• 
Spotify ads-video
• 
JSX campaign
• 
Virtuoso Advertising
• 
Airport Lounge Advertising-activation
SEPTEMBER 2026
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide-leisure and meetings 
Podcast Advertising 
Persona Campaigns 
Meetings Advertising-digital 
Breaking Par Golf Broadcast Television Advertising 
Mexico-Focused Advertising - digital 
UK-Focused Advertising-digital 
Summer Campaign Advertising 
SiriusXM - audio streaming & host-read podcast ads 
Spotify ads-video 
JSX campaign
OCTOBER 2026
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide-leisure and meetings 
Podcast Advertising 
Persona Campaigns 
Meetings Advertising-digital 
Mexico-Focused Advertising - digital 
UK-Focused Advertising-digital 
Fall/Holiday Campaign Advertising 
SiriusXM - audio streaming & host-read podcast ads 
Spotify ads-video 
JSX campaign 
Virtuoso Advertising 
Airport Lounge Advertising - activation
NOVEMBER 2026
• 
Pay-Per-Click Advertising
• 
Display and Retargeting Advertising
• 
Social Media Advertising
• 
YouTube.com Advertising

CTV Streaming Advertising Nationwide - leisure and meetings
Persona Campaigns
Podcast Advertising
Meetings Advertising - digital
Mexico-Focused Advertising-digital
UK-Focused Advertising-digital
Fall/Holiday Campaign Advertising
SiriusXM - audio streaming & host-read podcast ads
Spotify ads-video
JSX campaign
DECEMBER 2026
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide - leisure and meetings 
Persona Campaigns 
Podcast Advertising 
Meetings Advertising - digital 
Mexico-Focused Advertising - digital 
UK-Focused Advertising-digital 
Fall/Holiday Campaign Advertising 
SiriusXM - audio streaming & host-read podcast ads 
Spotify ads-video 
JSX campaign
JANUARY 2027
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide - leisure and meetings 
Persona Campaigns 
Podcast Advertising 
Meetings Advertising - digital 
Mexico-Focused Advertising-digital 
UK-Focused Advertising-digital 
Scottsdale Signature Event Campaign Advertising 
SiriusXM - audio streaming & host-read podcast ads 
Spotify ads-video 
JSX campaign 
Virtuoso Advertising 
Airport Lounge Advertising - activation

FEBRUARY2027
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide - leisure and meetings 
Persona Campaigns 
Podcast Advertising 
Meetings Advertising - digital 
Mexico-Focused Advertising-digital 
UK-Focused Advertising - digital 
Scottsdale Signature Event Campaign Advertising 
SiriusXM - audio streaming & host-read podcast ads 
Spotify ads-video 
JSX campaign 
Virtuoso Advertising 
Airport Lounge Advertising - activation
MARCH 2027
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide - leisure and meetings 
Persona Campaigns 
Podcast Advertising 
Meetings Advertising - digital 
Mexico-Focused Advertising-digital 
UK-Focused Advertising - digital 
Scottsdale Signature Event Campaign Advertising 
SiriusXM - audio streaming & host-read podcast ads 
Spotify ads-video 
JSX campaign 
Virtuoso Advertising
APRIL 2027
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide - leisure and meetings 
Persona Campaigns 
Podcast Advertising 
Meetings Advertising-digital 
Mexico-Focused Advertising - digital

• 
UK-Focused Advertising-digital
• 
JSX campaign
Virtuoso Advertising
MAY 2027
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide - leisure and meetings 
Persona Campaigns 
Podcast Advertising 
Meetings Advertising - digital 
Mexico-Focused Advertising-digital 
UK-Focused Advertising-digital 
JSX campaign 
Virtuoso Advertising 
Summer Campaign Advertising 
SiriusXM - audio streaming & host-read podcast ads 
Spotify ads-video 
JSX campaign
JUNE 2027
Pay-Per-Click Advertising 
Display and Retargeting Advertising 
Social Media Advertising 
YouTube.com Advertising
CTV Streaming Advertising Nationwide-leisure and meetings 
Persona Campaigns 
Podcast Advertising 
Meetings Advertising - digital 
Mexico-Focused Advertising-digital 
UK-Focused Advertising-digital 
Summer Campaign Advertising 
SiriusXM - audio streaming & host-read podcast ads 
Spotify ads-video 
JSX campaign

SCOTTSDALE
EXPERIENCE
2026-27 Communications Program of Work
This plan is subject to change. Experience Scottsdale maintains the right to cancel or reschedule
programs at any time.
JULY 2026
*Take the Plunge!-Summer in Scottsdale Individual FAMs + Paid Storytelling-July/Aug.
To help generate interest in Scottsdale during a key need period and complement the Marketing 
team’s summer campaign, the Communications team partners with vetted and qualified 
influencers/content creators and broadcast experts on paid storytelling. Hosting media visits and 
working with creators who know the destination to refresh their content encourages their 
audiences to consider Scottsdale and bolsters seasonal values messaging.
■ 
Participation Cost: Donated services
■ 
Location: Scottsdale, AZ
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksen@experiencescottsdale.com 
or 480-889-2709
AUGUST 2026
^Arizona Governor’s Conference on Tourism “GCOT” - Aug. 12-14
The Arizona Governor’s Conference on Tourism is the premier education and information-sharing 
event in the state for travel professionals and destination marketers. The conference provides its 
attendees the opportunity to exchange ideas with peers, learn from industry experts, draw 
inspiration from nationally renowned speakers and discover the latest in destination marketing 
techniques.
■ 
Location: Tucson, AZ
■ 
ACT Contact: azgovcon@tourism.az.gov
SEPTEMBER 2026
Brand USA Travel Week U.K. + Europe - Sept. 28-30
Brand USATravel Week is a key event for the travel industry, featuring the Brand USA Media Forum 
and CEO Summit. As the only tourism event in the U.K. and Europe dedicated to facilitating travel 
to the United States, the meetings provide an opportunity to reach an influential media audience. 
The two-day media track features up to 30 pre-scheduled appointments.
■ 
Location: Amsterdam, NLD
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253

OCTOBER 2026
Paris Media Mission-Post-Brand USA Travel Week U.K. + Europe-Oct. 1-3
In conjunction with Brand USA’s Travel Week U.K. + Europe, Experience Scottsdale is coordinating 
a series of media appointments and small media functions with key editors and freelance writers to 
pitch Scottsdale story ideas. According to the Arizona Office of Tourism’s most recent international 
visitation statistics, France is Arizona’s No. 3 overseas market and it has continued to grow since 
Air France launched non-stop service from Paris to Phoenix Sky Harbor International in May 2024 
and expanded in May 2025.
■ 
Location: Paris, FRA
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescott.sdale.com or 480-429-2253
London Media Mission - Post-Brand USA Travel Week U.K. + Europe - Oct. 5-8
In conjunction with Brand USA’s Travel Week U.K. + Europe, Experience Scottsdale is conducting 
desk-side and small group appointments with key media in London, Great Britain’s media hub. 
Accordingto the Arizona Office of Tourism’s most recent international visitation statistics, the U.K. 
remains Arizona’s top overseas market and an important one because of the non-stop British 
Airways flight to Heathrow International Airport.
■ 
Location: London, GBR
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
Creme de la Creme - Oct. 12
Experience Scottsdale is represented at Creme de la Creme, an international luxury travel trade 
show specifically designed for the French-speaking market. Following a successful inaugural event 
in Oct. 2025, the second edition returns to Paris from Oct. 12-15, 2026, with media appointments 
held on the first day of the show. The show aims to foster high-value business within the mature, 
high-spending French-speaking luxury travel ecosystem of France, Belgium, Monaco, and 
Switzerland. French visitation to Arizona has continued to grow with the arrival of non-stop service 
from Paris to Phoenix Sky Harbor International on Air France in May 2024 and expanded service in 
May 2025.
■ Location: Paris, FRA
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
■
AOT Mexico Trade & Media Mission -TBD
Experience Scottsdale joins the Arizona Office of Tourism for desk-side and small group 
appointments with key media in Monterrey and Mexico City. According to the Arizona Office of 
Tourism’s most recent international visitation statistics, Mexico is the top country of origin for 
visitation to Arizona.
■ 
Location: Mexico City + Monterrey, MEX
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
Canadian Media Mission-Toronto, Montreal, Vancouver, Calgary-TBD
Experience Scottsdale hosts a series of small gatherings and appointments with key travel 
journalists in four to Canada’s top markets. This event gives Experience Scottsdale the opportunity

to present Scottsdale news and story ideas to media in these key feeder markets. Canada has 
historically been a top feeder market for Scottsdale and Arizona with Canadian Visa Card Spending 
ranked #1 in 2024 with 36 % of total International Travel Spending in Arizona. While geopolitics has 
kept some Canadians from traveling to the United States in the shortterm, it’s important to 
continue to share destination news and welcoming messaging.
■ 
Location: Toronto, ON, CAN + Montreal, QC, CAN + Vancouver, BC, CAN + Calgary, AB, 
CAN
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie(5)experiencescottsdale.com or 480-429-2253
NOVEMBER 2026
Travel Classics West - Nov. 5-8
Travel Classics International is a premier travel writer conference that allows approximately 45 
freelance travel writers the opportunity to meet with about 18 of the industry's top editors. The low 
writer-to-editor ratio and pre-scheduled appointments gives the writers ample opportunities to 
have one-on-one time with the editors. This conference attracts top-notch editors from 
publications such as Travel + Leisure, Conde Nast Traveler, Food & Wine, AFAR and more. Travel 
Classics West typically alternates annually between Scottsdale, Arizona and another western 
destination in North America.
■ 
Location: Santa Fe, NM
■ 
Experience Scottsdale Contact: Laura McMurchie at 
ImcmurchieOiexperiencescott.sdale.com or 480-429-2253
*Canal Convergence Individual FAMs - Nov. 6-15
Crafting an experience around the importance of art in Scottsdale, Experience Scottsdale host 
press trips focusing on everything from design-forward hotels to the galleries of Old Town, as well 
as Scottsdale Public Art and UNESCO World Heritage Site, Taliesin West. Itineraries will include 
Canal Convergence, a free, large-scale public art event, taking place each evening from Friday,
Nov. 6, through Sunday, Nov. 15.
■ 
Participation Cost: Donated services
■ 
Location: Scottsdale, AZ
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksen@experiencescottsdale.com 
or 480-889-2709
Taste of Scottsdale Culinary Group Media FAM-Nov. 11-15
Culinary travel is a rapidly growing sector, with recent studies showing 77-80% of travelers planning 
trips around food and over 80% wanting to engage in unique dining experiences. Capitalizing on 
this interest and the momentum of the first Michelin Southwest Guide, this group press trip* aims 
to feature some of the Scottsdale area’s nationally recognized restaurants, hidden gems and the 
local makers and farmers behind them. The journalists will experience Old Town Scottsdale’s 
Arizona wine tasting rooms, the Arizona Indigenous Culinary Experience at Western Spirit: 
Scottsdale’s Museum of the West, Taliesin West’s Sonoran Desert Plant Hike and other 
quintessentially Scottsdale experiences.
■ 
Participation Cost: Donated services
■ 
Estimated Media Attendance: North American journalists. *This program will be modified to 
host select individual writers who can’t attend the group FAM.
■ 
Location: Scottsdale, AZ

■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
^Scottsdale for the Holidays - Paid Storytelling - Nov./Dec.
To help generate interest in Scottsdale during a key need period and complement the Marketing 
team’s holiday campaign, the Communications team partners with vetted and qualified 
influencers/content creators and broadcast experts to encourage their audiences to consider 
Scottsdale, a desert holiday, when the weather is perfect, and the resorts are dressed in holiday 
cheer.
■ 
Participation Cost: Donated services
■ 
Location: Scottsdale, AZ
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksen@experiencescottsdale.com 
or 480-889-2709
DECEMBER 2026
AOT German Speaking Market Mission - Dec. 7-10
Experience Scottsdale joins the Arizona Office of Tourism for desk-side and small group 
appointments with key media in two of the DACH region’s top media hubs. According to the Arizona 
Office of Tourism’s most recent German Market Visitor Profile, German VISA card spending was the 
highest in Q3 of the calendar year, Scottsdale’s low season (36% of total spending). Pre-pandemic, 
Germany was Arizona’s top overseas market for visitation and it remains in the No. 2 spot.
Location: Hamburg, GER + Vienna, AUT 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
■
JANUARY 2027
New York Media Mission-Jan. 18-20
In conjunction with TravMedia’s International Media Marketplace (IMM) New York, Experience 
Scottsdale conducts desk-side and small group appointments with key media in Manhattan, the 
travel media capitol of the United States.
■ 
Location: New York, NY
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksen@experiencescottsdale.com 
or 480-889-2709
TravMedia’s International Media Marketplace (IMM) New York-Jan. 21
Experience Scottsdale attends IMM New York, the leading global networking event connecting the 
travel industry with editors, journalists, broadcasters, and content creators. Celebrating its 15th 
year in 2027, IMM features prescheduled meetings between exhibitors and media.
■ 
Location: New York, NY
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksen@experiencescottsdale.com 
or 480-889-2709

FEBRUARY2027
AOT Canadian Media Mission -TBD
Experience Scottsdale is to be represented at a state-led media mission to Toronto and Vancouver 
featuring a mix of functions and meetings. Canada has historically been a top feeder market for 
Scottsdale and Arizona with
Canadian Visa Card Spending ranked #1 in 2024 with 36 % of total International Travel Spending in 
Arizona. While geopolitics has kept some Canadians from traveling to the United States in the short 
term, it’s important to continue to share destination news and welcoming messaging.
■ 
Location: Toronto, ON, CAN + Vancouver, BC, CAN
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
‘Canadian Group Media FAM - Feb. 11-15
Experience Scottsdale hosts magazine and newspaper travel media from the Canadian market to 
share the best of Scottsdale, including resorts, restaurants and attractions. Canada has 
historically been a top feeder market for Scottsdale and Arizona with Canadian Visa Card Spending 
ranked #1 in 2024 with 36 % of total International Travel Spending in Arizona.
Participation Cost: Donated Services 
Location: Scottsdale, AZ
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@Rxperiencescott.sdale.com or 480-429-2253
■
Chicago Media Mission -TBD
Experience Scottsdale hosts a series of small gatherings and appointments with Chicago-area 
media. This event will give Experience Scottsdale the opportunity to present Scottsdale news and 
story ideas to media in this key feeder market. While Chicago has become a small media market, 
according to recent Symphony reports, it consistently ranks in the top 5 domestic feeder cities to 
Scottsdale and was the No. 2 market based on total trips to Scottsdale in 2025. Increased direct 
flights from Chicago to Phoenix - driven significantly by American Airlines expanding its network 
capacity in both hubs for 2026-as well as Chicago Cubs spring training at nearby Sloane Park, and 
Experience Scottsdale’s targeted marketing in the region have led to a steady increase in Chicago- 
area visitation to Scottsdale. It is also particularly important to lure these visitors during their winter 
season, as they look for escapes to warmer climes.
■ 
Estimated Media Attendance/Interaction: 10 area journalists
■ 
Location: Chicago, IL
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksen@experiRncescottsdale.com 
or 480-889-2709
‘French Group Media FAM -TBD
Experience Scottsdale hosts magazine and newspaper travel media from the French market to 
share the best of Scottsdale, including resorts, restaurants and attractions. Air France launched 3- 
day-a-week non-stop service from Paris to Phoenix Sky Harbor International in May 2024 and 
expanded the service to 5-days-a-week and larger planes in May 2025.
■ 
Participation Cost: Donated Services
■ 
Location: Scottsdale, AZ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
■

MARCH 2027
*UK Group Media FAM -TBD
Experience Scottsdale hosts magazine and newspaper travel media from the UK market to share 
the best of Scottsdale’s art and architecture scene including resorts, restaurants and attractions 
under the theme of “Design in the Desert.” According to the Arizona Office of Tourism’s most 
recent international visitation statistics, the U.K. remains Arizona’s top overseas market and an 
important one, because of the non-stop British Airways flight to London Heathrow International 
Airport.
■ 
Participation Cost: Donated Services
■ 
Location: Scottsdale, AZ
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
TravMedia’s International Media Marketplace (IMM) Paris - March 11 
Experience Scottsdale is represented by Orkestra Tourism at TravMedia’s IMM Paris. IMM is 
established as the industry’s leading event for the media to meet travel and tourism brands. 
Exhibitors each enjoy a dedicated branded table where they can meet top travel journalists, editors 
and broadcasters to discuss their news, events and developments. As a single-day networking and 
relationship-building opportunity for journalists and travel & tourism brands, IMM is unrivaled.
■ 
Location: Paris, FRA
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
TravMedia’s International Media Marketplace (IMM) Berlin - March 21
Experience Scottsdale is represented by Kaus Media Services at TravMedia’s IMM Berlin. 
Established as the industry’s leading event for journalists to meet travel and tourism brands, this 
single-day event facilitates discussions about destination news, events and developments.
■ Location: Berlin, GER
Experience Scottsdale Contact: Christina Dicksen at cdicksen@experiencescottsdale.com 
or 480-889-2709
■
TravMedia’s International Media Marketplace (IMM) U.K. - March 22 + 23
Experience Scottsdale is represented by MMGY Hills Balfour at TravMedia’s IMM London trade 
show. Established as the industry’s leading event for journalists to meet travel and tourism brands, 
this single-day event facilitates discussions about destination news, events and developments.
■ 
Location: London, GBR
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
LA Mission-TBD
Experience Scottsdale conducts media appointments with key editors and freelance writers to 
pitch Scottsdale story ideas and keep the destination top-of-mind with travel, culinary and lifestyle 
journalists. Working with The Brandman Agency, Experience Scottsdale fosters existing media 
relationships and taps into new contacts. Los Angeles is an important media market and according 
to Symphony data, consistently ranks in the top five visitation markets for Scottsdale, and was the 
destination’s top market by total trips in 2025.

■ 
Estimated Media Attendance/Interaction: 10-15 Los Angeles-area journalists
■ 
Location: Los Angeles, CA
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksen@experiencescottsdale.com 
or 480-889-2709
APRIL 2027
*Travel Classics West -TBD April or May
Travel Classics International is a premier travel writer conference that allows approximately 45 
freelance travel writers the opportunity to meet with about 18 of the industry's top editors. The low 
writer-to-editor ratio and pre-scheduled appointments gives the writers ample opportunities to 
have one-on-one time with the editors. This conference attracts top-notch editors from 
publications such as Travel + Leisure, Conde Nast Traveler, Food & Wine, AFAR and more. Travel 
Classics West typically alternates annually between Scottsdale, Arizona and another western 
destination in North America.
■ 
Participation Cost: Sponsorships vary
■ 
Location: Scottsdale, AZ
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
Dallas + Austin Media Mission -TBD
Experience Scottsdale hosts a series of small gatherings and appointments with Dallas- and 
Austin-area media. This event gives Experience Scottsdale the opportunity to present Scottsdale 
news and story ideas to media in these key feeder markets. In addition to Dallas’ position as a large 
media market, in 2025, the Dallas market came in third for visitor spending in Scottsdale and sixth 
for visitation, according to Symphony data. Austin is a growing media market and continues to 
climb the ranks for visitation to Scottsdale in 2026, landing a solid spot amongst the destination’s 
secondary markets.
■ 
Location: Dallas + Austin, TX
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksen@experiencescottsdale.com 
or 480-889-2709
MAY 2027
U.S. Travel Association’s IPW New Orleans - May 2-6
Experience Scottsdale participates in the annual IPW, the U.S. Travel Association’s premier 
international trade show attracting nearly 1,200 international tour operators and 250 travel 
journalists from more than 70 countries. Experience Scottsdale preschedules appointments with 
journalists at the Media Marketplace, as well as attends the press brunch and holds additional 
meetings on the trade show floor and at off-site venues.
■ 
Location: New Orleans, NO
■ 
Experience Scottsdale contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
*German Group Media FAM -TBD
Experience Scottsdale will host magazine and newspaper travel media from the German-speaking 
markets to share the best of Scottsdale, including resorts, restaurants and attractions. According 
to the Arizona Office of Tourism’s most recent German Market Visitor Profile, German VISA card

spending was the highest in Q3 of the calendar year, Scottsdale’s low season (36% of total 
spending). Pre-pandemic, Germany was Arizona’s top overseas market for visitation and it remains 
in the No. 2 spot.
■ 
Participation Cost: Donated Services
■ 
Location: Scottsdale, AZ
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksenOexperiencescottsdale.com 
or 480-889-2709
*Spring Meeting Planner FAM -TBD
The Communications team works with the Convention Sales team to host 1-2 meetings journalists 
as part of this meeting planner familiarization tour. This FAM trip gives media the opportunity to 
discover Scottsdale’s meeting venues and amenities as well as to interact with their readers, the 
meeting planners.
■ 
Participation Cost: Donated services
■ 
Location: Scottsdale, AZ
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksenOexperiencescottsdale.com 
or 480-889-2709
*Take the Plunge! - Summer in Scottsdale Individual FAMs + Paid Storytelling - May-Aug.
The Communications team hosts a few short-haul market journalists with short lead times or 
influencers/content creators to experience the quality, quantity and value of Scottsdale’s summer 
offers.
■ 
Participation Cost: Donated services
■ 
Location: Scottsdale, AZ
■ 
Experience Scottsdale Contact: Christina Dicksen at cdicksen@experiencescottsdale.com 
or 480-889-2709
Travel Media Association of Canada - TBD
Experience Scottsdale is represented at the annual Travel Media Association of Canada 
(TMAC) conference, which features three days of networking and 24 one-on-one appointments with 
Canadian travel writers and content creators. TMAC brings together nearly 400 Canadian travel 
journalists and worldwide industry partners. Canada has historically been a top feeder market for 
Scottsdale and Arizona with Canadian Visa Card Spending ranked #1 in 2024 with 36 % of total 
International Travel Spending in Arizona. While geopolitics has kept some Canadians from traveling 
to the United States in the short term, it’s important to continue to share destination news and 
welcoming messaging.
■ 
Location: TBD
■ 
Experience Scottsdale Contact: Laura McMurchie at 
lmcmurchie@experiencescottsdale.com or 480-429-2253
JUNE 2027
^Public Relations Society of America Travel & Tourism Conference - TBD
This annual conference offers communications professionals in the travel and tourism arena the 
opportunity to learn about industry trends, technology and best practices from their peers as well 
as top travel media.
■ 
Participation Cost: Visit the PRSA website for information.
■ 
Location: TBD

SCOTTSDALE
EXPERIENCE
2026-27 Tourism Program of Work
This plan is subject to change. Experience Scottsdale maintains the right to cancel or reschedule
programs at any time.
JULY 2026
Travel Pivots - Jul. 8-10,2026
Experience Scottsdale will participate in Travel Pivots, an initiative that was formed to have a 
setting where advisors and suppliers, both new to the industry and those who are seasoned, join 
forces. This is a think tank and forum to share best practices and ideas. Series Five will take place 
in Arizona and will feature two days of panels, round table discussions, and engagement in an 
exclusive, intimate and casual setting.
■ 
Participation Cost: (invitation only)
■ 
Location: Phoenix, AZ
■ 
Contact: Catrina Miyazaki at cmiyazaki@experiencescottsdale.com or 480-949-2161
AUGUST 2026
Arizona Governor’s Conference on Tourism - Aug. 12-14,2026
This conference provides a forum for professionals from destination marketing organizations, tour 
operators, attractions, airlines, accommodations, and other hospitality related organizations to 
review marketing strategies and critical issues facing the Arizona tourism industry.
■ 
Participation Cost: $500 (to register, visit www.azgcot.com)
■ 
Location: Tucson, AZ
■ 
Contact: Emily Wininger at ewininger@experiencescottsdaie.com or 480-889-2705
ASTA Fiesta in the Desert - Aug. 28-29,2025
This event welcomes advisors and suppliers from all over the US to attend this annual tradeshow 
and conference. The weekend includes roundtable discussions and an interactive tradeshow 
component where suppliers have the opportunity to meet face to face with likeminded advisors.
■ 
Participation Cost: $900 (to register, visit www.azasta.org)
' Location: Phoenix, AZ
■ 
Contact: Catrina Miyazaki at cmiyazaki@experiencescottsdale.com or 480-949-2161
Virtuoso Travel Week-Aug. 8-14,2026
Virtuoso Travel Week is the ultimate annual global luxury travel event. Exclusive to the Virtuoso 
network, it features an entire week of personal one-on-one appointments with luxury travel 
advisors, extensive professional development opportunities, and a celebration of the world’s top 
luxury travel network.

■ 
Participation Cost: (invitation only)
■ 
Location: Las Vegas, NV
■ 
Contact: Catrina Miyazaki at cmiyazaki(5)experiencescottsdale.com or 480-949-2161
SEPTEMBER 2026
East Coast Sales Mission - Sept. 14-18,2026
Experience Scottsdale will travel to the New York tri-state area to conduct sales calls with top 
producing travel advisors. This mission will provide participating members the opportunity to 
present their company information to clients in this important feeder market.
■ 
Participation Cost: $1,000 (plus travel expenses) / $200 brochure distribution only
■ 
Location: New York, New Jersey & Connecticut, USA
■ 
Contact: Catrina Miyazaki at cmiyazakicaiexperiencescottsdale.com or 480-949-2161
France Sales Mission - Sept. 21-25,2026
Experience Scottsdale will conduct tour operator and travel agency sales calls and will conduct 
destination product trainings in France. Members are invited to join in this sales effort and meet 
face-to-face with key accounts in the French market.
■ 
Participation Cost: $1,000 (plus travel expenses) / $200 brochure distribution only
■ 
Location: Paris and other cities, France
■ 
Contact: Emily Wininger at ewininger@experiencescQttsdale.com or 480-889-2706
Virtuoso On Tour Latin America - Sept, or Oct. 2026
Experience Scottsdale will attend the Virtuoso On Tour event focusing on Latin American travel 
advisors. During the event Experience Scottsdale will attend networking sessions and meet with 
luxury travel advisors from Mexico for one-on-one meetings.
■ 
Participation Cost: (invitation only)
■ 
Location: Mexico City and Monterrey, Mexico
■ 
Contact: Catrina Miyazaki at cmiyazaki@experiencescottsdale.com or 480-949-2161
ILTM North America - Sept. 28-Oct. 1,2026
Experience Scottsdale will attend ILTM North America which continues to be the annual B2B 
tabletop eventfor the world’s most prestigious suppliers and hosted buyers. Attending will be 
travel professionals from 200 cities across U.S., Mexico and Canada. The travel professionals 
attending will include a mix of independent agencies and members of main consortia to provide 
tailored appointments for suppliers.
■ 
Participation Cost: $8,050 (plus travel expenses) - space is limited
■ 
Location: Baha Mar, Bahamas
■ 
Contact: Catrina Miyazaki at cmiyazaki@experiencescottsdale.com or 480-949-2161
Brand USA Travel Week U.K. & Europe - Sept. 28-Oct. 1,2026
Experience Scottsdale will participate in Brand USA’s tourism trade show. Travel Week Europe, for 
the United Kingdom, Irish and European markets. The event will consist of B2B meetings and will 
showcase the very best the United States has to offer in an engaging, unique, and interactive 
environment.
■ 
Participation Cost: $5,500 (plus travel expenses) - space is limited / $200 brochure 
distribution only
■ 
Location: Amsterdam, Netherlands

■ 
Contact: Emily Wininger at ewininger(5)experiencescottsdale.com or 480-889-2705
OCTOBER 2026
Travel Agency Owners Forum-Oct. 12-15,2026
Experience Scottsdale will participate in this three-day event that gives suppliers a one-of-a-kind 
opportunity to network with qualified travel agency owners. Participants will have the opportunity 
to showcase their destination on the trade show floor, reserve face-to-face meetings with top 
producers and attend networking events throughout the week.
■ 
Participation Cost: $6,995 (to register/apply, visit 
https://www.agencyownersforum.com/suppliers)
■ 
Location: Nuevo Vallarta, Nayarit, Mexico
■ 
Contact: Catrina Miyazaki at cmiyazaki@fixperiencescottsdale.com or 480-949-2161
Creme de la Creme Luxury Travel Tradeshow-Oct. 12-15,2026
Experience Scottsdale will attend the inaugural Creme de la Creme Luxury Travel Tradeshow. 
Creme de la Creme Luxury Travel Tradeshow brings together premier suppliers from all over the 
world with top luxury travel professionals. During the event Experience Scottsdale will meet luxury 
buyers from French-speaking Europe.
• 
Participation Cost: $4,700 (plus travel expenses) - space is limited
• 
Location: Paris, France
• 
Contact: Emily Wininger at ewininger@experiencnscottsdale.com or 480-889-2705
United Kingdom Sales Mission - Oct. 19-23, 2026
Experience Scottsdale will conduct tour operator and travel agency sales calls and will conduct 
destination product trainings in the UK. Members are invited to join in this sales effort and meet 
face-to-face with key accounts in the UK.
■ 
Participation Cost: $1,000 (plus travel expenses) / $200 brochure distribution only
■ 
Location: London and other cities. United Kingdom
■ 
Contact: Emily Wininger at ewininger@experiencescnttsdale.com or 480-889-2705
Virtuoso On Tour UK & Ireland-Oct. 21,2025
Experience Scottsdale will attend the Virtuoso On Tour event focusing on meeting with luxury travel 
advisors from the UK& Irish markets. During this one-day event. Experience Scottsdale will attend 
networking sessions, 1:1 appointments, and educational sessions.
■ 
Participation Cost: (invitation only)
■ 
Location: London, UK
■ 
Contact: Emily Wininger at ewininger@experiencescnttsdale.com or 480-889-2705
NOVEMBER 2026
Arizona Office of Tourism (AOT) Taiwan Trade Mission - Nov. 2027
Experience Scottsdale will join the Arizona Office of Tourism for sales calls and client events in the 
Taipei travel market. The week-long mission will be coordinated by AVIAREPS, Arizona’s in-market 
trade and media representatives.
■ Participation Cost: $1,750 - spaces limited

■ 
Location: London and Scotland, United Kingdom and Paris, France
■ 
Contact: Emily Wininger at ewininger@experiencescottsdale.com or 480-889-2705
Serandipians Presidents’ Club - Nov. 27-29,2026
Experience Scottsdale will attend The Presidents’ Club hosted by Serandipians. The exclusive 
event includes education sessions, networking activities, events, and pre-scheduled, one-on-one 
appointments with luxury travel designers.
■ 
Participation Cost: (invitation only)
■ 
Location: Nice, France
■ 
Contact: Emily Wininger at ewininger@experiencescottsale.com or 480-889-2705
ILTM Flagship - Nov. 30-Dec. 3, 2026
Experience Scottsdale will exhibit at ILTM Cannes part of ILTM’s World Tour, a show designed 
specifically for a highly targeted, highly qualified cohort within the luxury travel industry in the 
Europe, Middle East and Africa regions.
■ 
Participation Cost: $9,000 (plus travel expenses) - space is limited / $200 brochure 
distribution only
■ 
Location: Cannes, France
■ 
Contact: Emily Wininger at ewininger@experiencescottsdale.com or 480-889-2705
DECEMBER 2026
JANUARY 2027
GTM Luxury-Jan. 20-22,2027
GTM Luxury is a curated, invitation-only experience designed to foster genuine, high-quality 
connections between the most influential luxury travel advisors in North America with global 4+ 
star travel suppliers. The goal of GTM Luxury is to create a space where the best in luxury travel can 
efficiently and effectively network, build relationships, and drive business growth. All of the 
advisors who attend GTM Luxury have proven luxury sales experience and have been meticulously 
vetted through our industry-leading vetting process.
Participation Costs: $7,800 (to apply/register: https://www.gtm-luxury.com/)
Location: Los Angeles, CA
Contact: Catrina Miyazaki at cmiyazaki@experiencescottsdale.com or 480-949-2161
FEBRUARY 2027
Southern California Sales Mission - Feb. 2027
Experience Scottsdale will travel to Southern California to conduct sales calls with travel advisors 
in this key markets. This mission will provide participating members the opportunity to present their 
company’s information to clients in this important market.
■ 
Participation Cost: $1000 (plus travel expenses) / $200 brochure distribution only
■ 
Location: Southern California
■ 
Contact: Catrina Miyazaki at cmiyazaki@experiencescottsdale.com or 480-949-2161

Go West Summit - Feb. 27-Mar. 3,2027
Go West Summit provides a unique business setting structured specifically to give Western U.S. 
suppliers the chance to promote their product to tour operators from around the world and 
receptive operators from the United States. This show consists of two days of one-on-one 
appointments, tourism industry seminars and networking sessions.
■ 
Participation Cost: $3,495 (register online www.GoWestSummit.com)
■ 
Location: TBC, USA
■ 
Contact: Emily Wininger at ewiningerCcDexperiencescottsdale.com or 480-889-2705
Connections Luxury Americas East - Feb. 28 - Mar. 3, 2027
Connections Luxury takes pride in introducing vetted suppliers with powerful luxury travel buyers. 
Connections Luxury Americas East brings together top travel designers from across North, Central 
and South America, plus a select international mix, to meet global luxury travel brands through 
one-one-one meetings and immersive experiences.
■ 
Participation Cost: $8,500 (to apply, visit https://www.connectionsluxury.com/)
■ 
Location: New York City, NY
■ 
Contact: Catrina Miyazaki at cmivazaki@experiencescottsdale.com or 480-949-2161
MARCH 2027
Unite Trade Show - Mar. 2027
Experience Scottsdale will participate in Unite. This ‘one-stop-shop’ event brings together UK 
based tour operators to hold pre-booked one-to-one meetings with tourist boards, airlines, 
hoteliers, attractions, tour providers, cruise and rail companies from throughout the United States 
in one place.
■ 
Participation Cost: $500 (plus travel expenses) - space is limited / $200 brochure 
distribution only
■ 
Location: London, UK
■ 
Contact: Emily Wininger at ewininger@experiencescottsdale.com or 480-889-2705
APRIL 2027
German Sales Mission - Apr. 12-16, 2027
Experience Scottsdale will conduct tour operator and travel agency sales calls and will conduct 
destination product trainings in Germany. Members are invited to join the in this sales mission and 
meet face-to-face with key accounts in Germany.
■ 
Participation Cost: $1,000 (plus travel expenses) / $200 brochure distribution only
■ 
Location: Munich and other cities, Germany
■ 
Contact: Emily Wininger at ewininger@experiencescottsdale.com or 480-889-2705
Arizona Office of Tourism (AOT) UK& France Mission - Apr. 19-22,2027
Experience Scottsdale will join the Arizona Office of Tourism for sales calls and client events in the 
UK & France travel markets. The week-long mission will be coordinated by Black Diamond and B 
World Communication, Arizona’s in-market trade and media representatives.
■ 
Participation Cost: $1,750-spaces limited
■ 
Location: London, UK; Dublin, Ireland; and Paris, France

■ 
Contact: Emily Wininger at ewininger(S)experiencescottsclale.com or 480-889-2705
Mexico Sales Mission - Apr. 2027
Experience Scottsdale will conduct sales calls and host client events in the key Mexican travel 
markets. Members are invited to join the in this sales mission and meet face-to-face with key 
accounts in Mexico.
■ 
Participation Cost: TBD - space is limited / $200 brochure distribution only
■ 
Location: Multiple Cities, Mexico
■ 
Contact: Catrina Miyazaki at cmiyazaki(5)experiencescottsdale.com or 480-949-2161
Virtuoso On Tour Canada - Apr. 2027
Experience Scottsdale will attend the Virtuoso On Tour Canada event focusing on Canadian travel 
advisors. During the event Experience Scottsdale will attend networking sessions and meet with 
luxury travel advisors from Canada during one-on-one meetings.
■ 
Participation Cost: (invitation only)
■ 
Location: Vancouver and Toronto, Canada
■ 
Contact: Catrina Miyazaki at cmiyazaki@experiencescottsdale.com or 480-949-2161
MAY 2027
U.S. Travel Association IPW - May 3-7, 2027
IPW is the largest and most important international trade show held in the United 
States. Experience Scottsdale will have pre-scheduled appointments with top international and 
domestic tour operators from Asia, Australia, Canada, France, Italy, Germany, Latin America, 
Mexico and United Kingdom. Experience Scottsdale will have a booth and invite members to 
participate.
■ 
Participation Cost: $1,500 (plus travel expenses) - space is limited / $200 brochure 
distribution only
■ 
Location: New Orleans, LA
■ 
Contact: Emily Wininger at ewininger@experiencescottsdale.com or 480-889-2705
Scottsdale Local Travel Professional Event - May 2027
Experience Scottsdale will hold a local client tradeshow. This trade show/agent training day is a 
great way to educate and refresh local Arizona agents on our Scottsdale hotel and attractions 
product.
■ 
Participation Costs: TBD (includes table for trade show)
■ 
Location: Scottsdale, AZ
■ 
Contact: Catrina Miyazaki at cmiyazaki@experience.scottsdale.com or 480-949-2161
L.E/Miami-May 2027
Limited Edition Miami is a high-end travel trade show that connects luxury and lifestyle travel 
brands with global buyers. The event focuses on contemporary, design-driven hospitality, 
attracting trendsetting hotels, travel agencies, and influencers. This invitation-only event consists 
of pre-scheduled meetings, networking events, and thought leadership sessions on the future of 
luxury travel. L.E/Miami is known for its vibrant, unconventional approach, redefining how modern 
luxury is marketed and experienced.
Participation Costs: $12,500 (plus travel expenses) *pending supplier invitation approval 
Location: Miami, FL

■ Contact: Catrina Miyazaki at cmiyazaki@experiencescottsdaLe.com or 480-949-2161
JUNE 2027
ILTM Asia Pacific - June 2027
Experience Scottsdale will exhibit at ILTM Asia Pacific to target the Asian luxury travel trade market. 
Designed forthose who know there’s a whole world beyond China, ILTM Asia Pacific is the ultimate 
sales and marketing opportunity for those targeting or providing for this ever-expanding market. The 
event will consist of highly curated meetings with the region’s most exclusive and sought after 
travel designers.
■ 
Participation: $8,000 - space is limited / $200 brochure distribution only
■ 
Location: Marina Bay Sands, Singapore
■ 
Contact: Emily Wininger at ewininger@experiencescQttsdale.com or 480-889-2705

SCOTTSDALE
EXPERIENCE
2026-27 Convention Sales Program of Work
This plan is subject to change. Experience Scottsdale maintains the right to cancel or reschedule
programs at any time.
JULY 2026
event Connect (Nashville)
Lament Co AXS Associate Exchange Summit (Las Vegas) 
SITE (Minnesota)
The Legal Summit (Washington DC)
ConferenceDirect Familiarization Tour 
Minnesota Sales Calls 
Chicago Sales Calls 
SITE & PCMA Events (Chicago)
Seattle Sales Calls
AUGUST 2026
Canadian Meetings & Events Expo 
ASAE Annual Meeting & Expo (Indianapolis) 
SITE Mountain West (Scottsdale)
MPI Educon (Prescott)
GPS (Minneapolis & Indianapolis)
Connect Marketplace (Tampa)
Prestige (New York)
SITE Golf Event (Toronto)
Indiana Sales Calls
SEPTEMBER 2026
Scottsdale Showcase 
Detroit Sales Calls 
Colorado Rockies Event 
Legal Luncheon Event (New York)
Denver Sales Calls
OCTOBER 2026
• 
IMEX America (Las Vegas)
• 
Prestige Midwest Summit (Chicago)
• 
Fall for Scottsdale Local Familiarization Tour

• 
NE CVB Reps Far Hills Race Event (New Jersey)
• 
Chicago Client Event
NOVEMBER 2026
• 
FICP Annual Meeting (New Orleans)
• 
NW CVB Reps Destination Celebration (Seattle)
• 
Etherio Connect (Atlanta)
• 
Retreat Resources (Atlanta)
• 
Prestige (Austin)
• 
Canadian Meetings Familiarization Tour
• 
Seattle Sales Calls
DECEMBER 2026
• 
ConferenceDirect CD Forum (Phoenix)
• 
Holiday Showcase (Chicago)
• 
SITE Chicago Trolley Event
• 
SITE SoCal Holiday Event (San Diego)
• 
AMEX INTER[action] (Orlando)
• 
Connect Winter Marketplace (Washington DC)
• 
ConferenceDirect CEO Summit
• 
Mid-Atlantic Meetings Familiarization Tour
JANUARY 2027
• 
PCMA Convening Leaders (Miami)
• 
Legal Summit (Naples)
• 
FICP Winter Symposium
• 
Local Meeting Planner Event
• 
Northeast Sales Calls
FEBRUARY2027
• 
MEET (New York)
• 
Minnesota Sales Mission
• 
HelmsBriscoe Client Event (Minnesota) 
Philadelphia Sales Mission
MARCH 2027
• 
Pharma Forum (Washington DC)
• 
GPS (San Diego & Orange County)
• 
Mid-Atlantic Sales Mission
• 
Atlanta Sales Mission
• 
Denver Showcase & Sales Mission
APRIL 2027
• Prestige Partner Conference
Connect Spring Marketplace

• 
HelmsBriscoe Annual Business Conference
• 
Customer Advisory Board Meeting
MAY 2027
• 
FEA Summer Education Forum
• 
Retreat Resources Mountain Market Blitz
• 
Sunsational Familiarization Tour
• 
Toronto Sales Calls 
Denver & Salt Lake City Sales Calls
JUNE 2027
• 
FICP Summer Education Forum
• 
SITE Chicago Summer Networking Event (Milwaukee)
• 
Local Trade Show
• 
San Diego Client Event
• 
Connecticut & Rhode Island Sales Calls
• 
Wisconsin Sales Calls

CXPERICNCC
SCOTTSDALE
2026-27 Performance Standards
Experience Scottsdale’s mission is to enhance the local community by promoting the Scottsdale 
area as a luxury destination for meetings, events, and leisure travel. While Experience Scottsdale is 
a membership-based organization, our marketing and promotional efforts aim to provide our 
visitors with the most relevant destination-wide content to inspire them to consider Scottsdale.
Experience Scottsdale’s performance standards are determined for the subsequent year by both 
Experience Scottsdale and the city’s contract administrator based on multiple factors, including 
the organization’s overall budget (including revenue changes from all sources), our prior year 
performance, priority areas where revenue will be deployed in the coming year, economic and 
business cycles, and the capacity of our staff and resources. We aim to exceed these measures 
each year by setting higher requirements for individual staff performance to provide the city with 
the greatest return on investment possible.
Some performance standards are based on Experience Scottsdale’s overall outcomes for the 
Scottsdale market area, which means all businesses located in Scottsdale and its surrounding 
areas that are part of Experience Scottsdale’s membership, including members located in other 
communities. Other performance standards are for businesses, entities, and areas within 
Scottsdale city limits only. These are indicated as such.
MARKETING / VISITOR SERVICES
CONTRACT RECITAL: Establish the City of Scottsdale as a year-round luxury leisure and meetings 
travel destination by providing effective destination marketing to attract and generate visitor- 
related economic activity.
DESTINATION MARKETING ACTIVITY: Marketing. Experience Scottsdale shall position Scottsdale 
as a luxury world-class vacation, meetings and group travel destination by using a variety of 
methods as determined by Experience Scottsdale in its reasonable discretion, but which may 
include print, radio, TV, digital and online advertising; website; publications; emails; social media; 
event marketing; and visitor services.
CONTRACT RECITAL: Provide relevant visitor information and a quality visitor experience to 
increase visitor volume, length of stay and visitor spending for the City of Scottsdale and the 
Scottsdale market area.
DESTINATION MARKETING ACTIVITY: Visitor Services. Experience Scottsdale shall provide 
relevant visitor information and a quality visitor experience by using a variety of methods as noted 
under Marketing, as well as visitor services to respond in a timely manner, make information readily

available, and provide destination information to visitors, regardless of whether the information 
provided pertains to a business that is a member of Experience Scottsdale.
PERFORMANCE STANDARDS:
• 
Number of website user sessions: 3,307,500
• 
Number of website pageviews: 5,843,250
• 
Number of printed/downloaded/flip book official visitor guide requests: 60,500
• 
Number of printed/downloaded/flip book requests for Old Town-specific maps and guides: 
57,200
• 
Numberof opened emails: 525,000
COMMUNICATIONS
CONTRACT RECITAL: Garner positive national and international publicity for the City of Scottsdale 
and the Scottsdale market area as a luxury travel and meetings destination to develop awareness 
and generate national and international exposure to the City of Scottsdale.
DESTINATION MARKETING ACTIVITY: Communications. Experience Scottsdale shall garner 
national and international positive publicity for Scottsdale as a premier travel and meetings 
destination in print, broadcast, online and social mediums through building relationships with 
media, pitching stories ideas, attending media missions and trade shows, hosting media 
familiarization tours, and offering photos and videos for media use.
PERFORMANCE STANDARDS:
• Number of media placements about the Scottsdale market area: 2,000
Number of media placements that include entities withih Scottsdale city limits: 1,500
The number of media placements that include entities within Scottsdale city limits only include 
articles that mention a specific Scottsdale business, attraction, event, dr entity, including mention 
of the McDowell Sonoran Preserve and Old Town. Articles that include or even highlight Scottsdale, 
but do not name specific entities within the city, are not included in the second performance 
standard, but are accounted for in the first. These articles o ften include high-value TV segments, 
accolades for the city, and other critical brand recognition media placements.
TOURISM
CONTRACT RECITAL: Provide destination education about the City of Scottsdale and the 
Scottsdale market area to travel trade professionals to generate overnight visitors, visitor spending 
and economic impact for the City through booking group and individual leisure travel.
DESTINATION MARKETING ACTIVITY: Tourisrh. Experience Scottsdale shall provide destination 
education to travel trade professionals to help them best capture the Scottsdale experience for 
their clients and to ensure that Scottsdale stands out as a unique destination in travel company 
product inventories throughout the world through generating leads, building relationships with 
clients, attendingtrade shows and sales missions, hosting familiarization tours and site

inspections, conducting product training seminars, creating trade cooperative marketing 
campaigns, and providing materials and services to clients.
PERFORMANCE STANDARDS:
• 
Number of domestic and international travel trade leads and services for Scottsdale market 
area businesses: 1,500
• 
Nurnber of travel trade professionals trained about Scottsdale specifically via product 
training seminars: 1,500
CONVENTION SALES & SERVICES
CONTRACT RECITAL: Provide destination education aboiitthe City of Scottsdale and the 
Scottsdale rnarket area to meeting and event planners to generate overnight visitors, visitor 
spending and economic impact for the City of Scottsdale by vyprkjngin partnership with the City 
and Scottsdale area hotels, privately owned facilities, and City-owned event venues, including 
WestWorld, Scottsdale Stadium, and Scottsdale Sports Complex, to influence bookings of 
meetings and events.-
DESTINATION MARKETING ACTIVITY: Convention Sales & Services. Experience Scottsdale shall 
provide destination education to meeting and event planners and assist with securing space and 
services for meetings and events through generating leads, building relationships with clients, 
attending trade shows and sales missions, hosting familiarization tours and site inspections, and 
providing materials and services to clients.
PERFORMANCE STANDARDS:
Number of convehtidh sales leads for Scottsdale market area properties: 1,932 
Number of convention sales leads for properties within Scottsdale city limits: 1,632 
Number of meetings booked into Scottsdale market area properties: 480 
Number of meetings booked into properties within Scottsdale city limits: 252 
Number of contracted room nights from meetings booked into Scottsdale market area 
properties: 112,800
Number of contracted room nights from meetings booked into properties within Scottsdale 
city limits: 45,120
Most meetings booked into the Scottsdale market area come from corporate and association 
meetings, which typically request luxury and upper-moderate accommodations with ample 
meeting space, full-service food and beverage, and in-house audio/visual. Smallei; social and 
sports groups, which make up a lesser portion of Scottsdale market area meetings, will consider 
moderate accornmodations as their meeting space, food and beverage, and audio/visual needs are 
notes extensive. The current average group s/ze/s 309 room nights. A total of 55% of all luxury and 
upper-moderate properties represented in the Scottsdale market area by Experience Scottsdale 
are within Scottsdale city limits. A total of 11 properties in the Scottsdale market area have more 
than 300 rooms with 4 of these properties in Scottsdale.

OLD TOWN PROMOTIONS
CONTRACT RECITAL: Assist the City in the City’s efforts to promote Old Town as a key destination 
within the City of Scottsdale.
DESTINATION MARKETING ACTIVITY: Old Town Promotions. Experience Scottsdale will assist the 
City in its efforts to promote Old Town as a key destination within Scottsdale by incorporating Old 
Town into its programming, including marketing, communications, and tourism and convention 
sales activities.
PERFORMANCE STANDARDS:
• Percent of communications, tourism and convention sales clients who visit Old Town as 
part of group and individual familiarization tours: 70%
LOCAL BUSINESS SUPPORT & SERVICES
CONTRACT RECITAL: Guide, educate and support tourism-related businesses located within the 
City, regardless of whether the business is a member of Experience Scottsdale, to generate visitor- 
related revenue and economic activity.
DESTINATION MARKETING ACTIVITY: Local Business Support and Services. Experience 
Scottsdale shall guide, educate, and support tourism-related businesses located within the City, 
regardless of whether the business is a member of Experience Scottsdale, to generate visitor- 
related revenue and economic activity by using a variety of methods as determined by Experience 
Scottsdale in its reasonable discretion to provide appropriate access and exposure to the travel 
and tourism marketplace, which may include partnership opportunities, meetings and events, 
research, and industry news.
PERFORMANCE STANDARDS:
• Number of registered attendees (excluding Experience Scottsdale and city staff) at 
Experience Scottsdale-hosted tourism meetings and networking events: 800

Item 25
CITYOF^
SCOnSDALE
Experience Scottsdale 
Strategic Business Plan
City Council Meeting - May 19, 2026
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Action Requested
Adopt Resolution No. 13675 authorizing the FY 2026/27 Strategic Business 
Plan, Performance Standards and Contract Budget under Destination 
Marketing Services Contract No. 2022-054-COS between the City of 
Scottsdale and Scottsdale Convention and Visitors Bureau D/B/A Experience 
Scottsdale.
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ORGANIZATIONAL MAKE-UP
» A 501(c)6 nonprofrt destination 
marketing organization founded 
in 1987.
» Charting a path with a vision to establish 
Scottsdale os a yeor-round, luxury travel 
destination.
» Guided by a volunteer boord of directors
of community leaders.
» Aligning with over 400 tourism
partners to strengthen the industry.
» Strategically executing business 
strategies under four key objectives.
1. Generate visitor-related economic 
impoct for the Scottsdale market 
area
2. Foster positive relationships with 
customers and stakeholders
3. Run an effective business
4. Enhance the long-term health and 
development of the destination
» A team of productive, positive people
passionate about Scottsdale, our 
businesses, our residents and our 
visitors.
» Setting the bar of excellence for 
the tourism industry having earned 
accreditation with distinction from 
Destinations International
» Delivering on the mission to enhance 
the local community by promoting the 
Scottsdale area as a luxury destination 
for meetings, events and leisure travel
» Stewarding the destination writh City 
of Scottsdale and Town of Paradise 
Valley leaders and staff.
» Mindfully administering private 
and public-sector revenue via 
membership dues, bed-tax 
collections and state of Arizona 
Prop. 302 dollars.
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PERFORMANCE STANDARDS
Marketing
> 3,307,500 website user 
sessions
> 5,843,250 website 
pageviews
> 60,500 visitors guides 
printed/ downloaded/ 
flip book requests
> 57,200 Old Town-specific 
maps and guides 
printed/ downloaded/ 
flip book requests
> 525,000 opened emails
Communications
> 
2,000 Scottsdale market 
area media placements
> 
1,500 Scottsdale city 
limit media placements
Tourism
> 
1,500 domestic and 
international travel trade 
Scottsdale market area 
leads and services
> 
1,500 travel trade 
professionals trained 
about Scottsdale
Convention Sales
> 1,932 Scottsdale market 
area convention sales 
leads
> 1,632 Scottsdale city 
limit convention sales 
leads
> 480 Scottsdale market 
area meetings booked
> 252 Scottsdale city limit 
meetings booked
> 112,800 Scottsdale 
market area room nights
> 45,120 Scottsdale city 
limit room nights
Old Town Promotions
> 70% of clients visit Old 
Town for group and 
individual FAM tours
Local Business
Support
> 800 registered attendees 
at Experience Scottsdale 
meetings and networking 
events
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REACHING OUR AUDIENCES
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Bozeman
Pofttand
Minneapolis
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Boise
I Teton County
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Des Moines
Omaha
San Francisco'
Salt Lake CHy
Denver
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Detroit
• •
Chicogo •
9 Columbus 
Indianapolis
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Boston
Los Angeles 
San Diego
Primary Markets 
Secondary Markets 
Seasonal Markets
Las Vegas 
Phoenix
• Santo Fe
Albuquerque
Kansas City 
Benton County
St. Louis ^ 
Nashville
Midland
' 
• Hartford/New Hove
^ • New York City 
• Philadelphio
^Washington DC
0 Raleigh/Durhom 
'charlotte
® Charleston
Atlanta
Tucson
El Paso
Austin ^ Dotos ,, . ,, ^ 
^ 
Houston'*^'
San Antonio
Experience Scottsdale 
Bookings By Market
68%
Corporate
18%
Association
14%
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THANK YOU!
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