West Chandler Branding and Tourism Update
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Economic Development Advisory Board Meeting February 9, 2022 Mayor and Council| February 9, 2022| Mayor and Council Strategic Framework 2021-2021 Economic Development Division | February 9, 2022| West Chandler Branding & Marketing Initiative West Chandler • 7 square miles • Employment corridor • 636 businesses • 29,090 jobs • 9,685 housing units • 23,183 residents Data Sources: Maricopa Association of Governments Employer Database (2019), ESRI Business Analyst (2021) 4 West Chandler Marketing Data Source: MAG Employer Database 4 Employment Base Top Industry Clusters by Employment Business Services 3,680 26% Others 13% 9% 28% 7% 29,090 Total Jobs in West Chandler Construction High-Tech Mfg. Retail 2,610 8,260 2,170 4,910 Transportation & Distribution 17% 5 West Chandler Marketing Major Employers 6 West Chandler Marketing Top Employers Include: • Intel • Verizon • Avnet • Basha's • Arizona Nutritional Supplements • Rogers Corporation • Allstate Development Stats Source: CoStar (2/1/2022) 7 Type Existing Space 12 Mo. Deliveries (SF) Under Construction (SF) Retail 2.4M 0 0 Office 1.6M 0 0 Industrial 9.4M 292K 0 West Chandler Marketing Retail Real Estate Stats West Chandler Marketing Metric Current Rate 5-Year Average Market Rent Per Square Foot $19.81 $18.50 Vacancy Rate 8.0% 8.1% Sales Price Per Square Foot $208 $188 Vacancy Rate Vacant & Available SF Source: CoStar (2/1/2022) 8 8 Office Real Estate Stats West Chandler Marketing Vacancy Rate Metric Current Rate 5-Year Average Market Rent Per Square Foot $25.54 $23.97 Vacancy Rate 12.6% 13.4% Sales Price Per Square Foot $218 $201 Vacant & Available SF Source: CoStar (2/1/2022) 9 Industrial Real Estate Stats West Chandler Marketing Vacancy Rate Metric Current Rate 5-Year Average Market Rent Per Square Foot $11.15 $9.31 Vacancy Rate 5.3% 7.0% Sales Price Per Square Foot $166 $129 Vacant & Available SF Source: CoStar (2/1/2022) 10 Area Strengths/Opportunities Industry Base: Many employers are in manufacturing and other production-related industries less impacted by the economic downturn. Real Estate: Mostly built out with few vacant parcels. Ability to focus efforts on identifying and repositioning underperforming properties. 11 West Chandler Marketing Area Strengths/Opportunities Freeway Access & Visibility: More than 3.5 miles of frontage on Loop 202 and 2 miles of frontage on Interstate 10. Workforce: 1.2 million workers within a 30- minute drive with 36% possessing a bachelor's or advanced degree. Shorter commutes from West Valley with completion of Loop 202 South Mountain Freeway. 12 West Chandler Marketing I-10 Broadway Curve Project • Multi-year road improvement project. • Impacts to Chandler will primarily be the Ray Rd. on and off ramps with completion tentatively scheduled by the end of the year. • Will continue to educate businesses about ADOT resources for construction updates (e.g., mobile app and resource page). • Full project completion by end of 2024. 13 West Chandler Marketing Traffic Counts High traffic counts and visibility attract retail uses and employers looking for a prominent location along Interstate 10. 14 West Chandler Marketing • 157,194 vehicles per day between Ray Rd. and Warner Rd. • 154,822 vehicles per day between Chandler Bl. and Ray Rd. Will monitor impact of I-10 Broadway Curve Project on traffic along I-10. City Initiatives in West Chandler Community Outreach 16 West Chandler Marketing • In Fall 2020, reached out to key West Chandler stakeholders, including representatives from major employers, retail, hospitality, education, real estate, and neighborhoods. • Held virtual meeting to discuss the area, benefits of place branding, and ideas for displaying the West Chandler brand. • Followed up via survey, which revealed that stakeholders believe signage would be most impactful to promote West Chandler and distinguish the area from Tempe and Phoenix. • Based on feedback, staff sought City Council approval to design and install signage. Place Branding Update • West Chandler signs have been installed at seven locations within the area with two more planned. • Will continue to promote installation of the signage through City marketing channels. • Won Arizona Sign Association’s 2021 Monument Sign Design award. 17 West Chandler Marketing Goals for Place Branding Promote economic growth while encouraging pride in the community by: 1. Connecting the places we live, eat, shop and work. 2. Highlighting the area’s unique assets and character. 3. Championing growth and revitalization. 18 West Chandler Marketing Marketing Action Plan A) Work to maintain an attractive and viable employment corridor, providing the City with needed tax base and jobs. Planned activities include: 1. Continue to educate real estate brokers and developers with bi- annual area updates (Spring/Fall). 2. Host annual ACA/GPEC Employment Corridor bus tours (Spring/Fall). 3. Meet monthly with top area employers as part of Economic Development’s overall Business Retention & Expansion efforts. 19 West Chandler Marketing B) Develop a brand identity that helps position the area to attract new employers in targeted industries. Planned activities include: 1. Craft messaging focused on West Chandler’s advantages for businesses looking to start, expand or relocate. 2. Execute a digital marketing campaign targeting c-level decision makers to raise awareness of opportunities in West Chandler. 3. Promote success stories from existing businesses in key industries. 20 West Chandler Marketing Marketing Action Plan C) Strengthen the area's image among residents, workers, and visitors. Planned activities include: 1. Publish informative content weekly to dedicated social media platforms (LinkedIn, Twitter). 2. Publish quarterly blog posts with trending business news. 3. Identify community ambassadors to help elevate key messaging. 21 West Chandler Marketing Marketing Action Plan Enhanced Marketing Activities 22 West Chandler Marketing • Partnership opportunities with Chandler Chamber, ICSC, etc. • West Chandler landing page on chandleraz.gov & visitchandler.com • Digital billboard on I-10 • Print ads in local newspapers: Wrangler, SanTan Sun, Chandler Arizonan and Community Impact • Geo-targeted ads and boosted social media posts • Editorial in CityScope Newsletter mailed to Chandler residents • West Chandler Wednesday gift card giveaways to encourage residents to patronize businesses within the West Chandler area 23 West Chandler Marketing Marketing in Action chandleraz.gov/westchandler Dedicated landing page on Chandleraz.gov. Since Nov. 1, 2021 this page has received a total of 392 pageviews with an average time of 3:49 on page. 24 West Chandler Marketing Marketing in Action westchandler.com Dedicated URL that points to a landing page on visitchandler.com. Since Nov. 1, 2021 this page has received a total of 329 pageviews with an average time of 4:45 on page. 25 West Chandler Marketing Digital Billboard Marketing in Action Billboard ad was displayed along the I-10 from Nov. 29 – Jan. 9. The ad received a total of 36,501 spots delivered with over 4 million delivered impressions. 26 West Chandler Marketing Print Ads Marketing in Action Print ads ran from Nov. – Jan. to encourage making a stop in West Chandler. Ads were placed in the following publications: • Wrangler News • The SanTan Sun • The Chandler Arizonan • Community Impact Newspaper 27 West Chandler Marketing Marketing in Action CityScope An article was placed in the Dec./Jan. CityScope publication. This is a monthly insert in the City utility bills which are sent by mail and digitally. Current distribution: • 17,265 paperless customers • 67,682 printed customers 28 West Chandler Marketing Social Media Giveaways Marketing in Action Three gift card giveaways were held on Visit Chandler’s Instagram. The giveaway was to encourage residents to patronize businesses within the West Chandler area. • Over 890 entries • 8,200+ accounts reached • Featured 16 different businesses in West Chandler Questions EDAB February 9, 2022 HOTEL/MOTEL GROWTH IN CHANDLER 0 1,000 2,000 3,000 4,000 2022 2019 2018 2017 2009 2000 Chandler, AZ Hotel Supply STR, Inc. 2022 2,580 3,618 3,778 3,914 3,872 December 2021 CY2021 CY2020 CY2019 OCCUPANCY 68.3% 65.3% 49.2% 68.7% ADR $111.57 $101.36 $100.49 $110.56 RevPAR $76.26 $66.15 $49.40 $75.94 SUPPLY -2.5% 2.5% 8.7% 3.3% DEMAND 46.9% 36.0% -22.2% 9.7% STR, Inc. 2022 TOURISM INDUSTRY STATS FISCAL YEAR-TO-DATE • Held more than 200 one-on-one appointments with meeting and event planners to promote Chandler as a small meetings destination. • 2021 Expedia Summer campaign netted 5,900 rooms booked across 30 hotels. • Visit Chandler was recognized as a reader’s choice award recipient for Smart Meetings 2021 Platinum Choice CVB awards. • VisitChandler.com website traffic in 2021 has nearly doubled than 2020 and 54.8% higher than 2019. VISIT ARIZONA INITIATIVE MARKETING GRANT • Funding Source: American Rescue Plan (ARPA) • Eligible entities: DMOs and regional partnerships. • Competitive grant. • Only one Visit Arizona Marketing Grant awarded per entity, per application period. • AOT awarded applications based on geographic location, demonstrated financial need, scope of work merit regarding the tourism industry, and alignment with AOT’s Statewide Strategic Recovery Plan. ELIGIBLE EXPENSES • Print Placements • Broadcast Placements • Outdoor Placements • Digital Media Placements • Website Development/Enhancement • Printed Material • Audio-Visual (Film, Video, Photography) • Event Sponsorship (Event Sponsorship funding is capped at 25% of total award) STRATEGY Support Chandler hotels by broadcasting messaging that encourages consumers and meeting professionals to choose Chandler for their vacation or next meeting. Digital Campaign Direct Business Outreach Blog & Social Media Posts Videos MEETINGS OUTREACH • Develop a branded, digital campaign, Meet in Chandler with new creative • Email blasts, via marketing partnerships • Robust digital campaign to include banner display ads and retargeting • Editorial-style, blog articles with Chandler content on key platforms • Develop a small, printed rack card to be used by hotels with select information • Video series specific to hosting meetings and events in Chandler • “Bring it Home” campaign Digital Ads Email Blasts Retargeting Ads Blogs Social Media Opportunities Cvent Meeting Professionals Helms Briscoe Meeting Professionals Conference Direct Meeting Professionals Connect Meeting Professionals Chandler Businesses Geo-Targeted Meeting Professionals BUSINESS TRAVELER OUTREACH • Video creation • Expand summer Expedia campaign • Digital campaign targeting business travelers • Work with Chandler hotels to “Google My Business” • Outreach to Chandler businesses Digital Ads Retargeting Ads Social Media Advertising Business Travelers Business Travelers Remote Workers Business Traveler By trade, target for Chandler development Geo-Targeted Chandler Businesses NEW 360/3D IMMERSIVE EXPERIENCE • Showcase the community from sky and ground • Incorporates image galleries, video, text boxes, etc. • Virtual site visits EXAMPLE: Discover Durham QUESTIONS