arizona office of tourism & arizona centennial april 6, 2011
TRANSCRIPT
Arizona Office of Tourism
&Arizona
Centennial
April 6, 2011
2009 Total Visitation to Arizona
• 35.5 Million Overnight Visitors in 2009
International 4.8 million
13.7%
Domestic 30.5 million
86.3%
Source: Tourism Economics, Office of Travel & Tourism Industries - U.S. Department of Commerce, 2007-08 Mexican Visitors to Arizona – University of Arizona, Statistics Canada
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2009 Arizona Travel Impact Summary
• Direct spending generated $16.6 billion– 157,200 direct jobs
• Combined with secondary employment, direct job employment totals 292,000
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2009 Arizona Travel Impact Summary
– $4.7 billion direct earnings– $2.4 billion in local, state and federal tax
revenues• 1.3 billion in local and state tax revenues• Equates to more than $1,000 per Arizona
Household
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Impacts of Tourism Industry
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Arizona Indicators
Source: Arizona State Parks, National Park Service, Individual Airports, Arizona Dept. of Revenue, Northern Arizona University and Smith Travel Research
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Tourism Related Tax Jan ▲ 28.0% ▲ 28.0%Airport Passenger Traffic Jan ▲ 6.2% ▲ 6.2%State Park Visitation Dec ▲ 16.6% ▼ -7.3%National Park Visitation Dec ▲ 0.8% ▲ 0.0%State-wide Lodging Occupancy Feb ▲ 6.3% ▲ 7.5% ADR Feb ▲ 0.4% ▲ 1.4% RevPAR Feb ▲ 6.8% ▲ 9.0% Demand Feb ▲ 7.0% ▲ 8.5% Supply Feb ▲ 0.6% ▲ 0.9%
Arizona Indicators
Indicator 2010/2011 YTD % Chg
Month % Change
AOT’s Current Action Items
• Official State Visitor’s Guide (OSVG)– National Award Recognition
• Trade/ Media Relations– Tradeshows/ Media Missions– Familiarization Trips for Journalists and Tour Operators
• Marketing/Advertising– New Target Cities Advertising Campaign
• Target Cities– Los Angeles– Chicago
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AOT’s In One Word - Arizona
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AOT’s In One Word - Arizona
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AOT’s In One Word - Arizona
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AOT’s Current Action Items
• Multi-layered Campaign– Print, Online, Radio, Television– New Type of Media = Wallscapes
• PR/Media Support– Selected National Publications
• New Web site– Mobil Application
• Social Media Efforts– Facebook– Twitter– Flickr
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AOT’s Current Action Items
• Community Relations– Community Outreach Programs– Local Visitor Information Centers (LVICs)– Painted Cliffs Welcome Center
• Native American Tourism Development– On staff Native American Tourism Development Manager– Relationship Building – AIANTA Conference in FY11
• Research– Annual Economic Impact and Visitation Research– Community Tourism Surveys
• Wickenburg and White Mountain Apache Region
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AOT’s Partnerships 13
• Tourism Advisory Committee• Tribal Tourism Advisory Council• Statewide Convention and Visitor
Bureaus • Statewide Chambers of
Commerce• Statewide Local Visitor
Information Centers•Arizona Tourism Alliance
• Arizona Hotel & Lodging Association
• Arizona Restaurant Association •Arizona Centennial
Commission
•Arizona Commerce Authority
•Arizona Game and FishDepartment
•Arizona State Parks • Celebration Arizona (Arizona
Highways TV)•Fiesta Bowl•P.F. Chang’s Rock n’ Roll
Arizona Marathon and ½ Marathon
SIGNATURE PROJECTS
Arizona CENTennial Penny Drive
A Children’s Legacy Project
100 Schools representing …and counting!
15 counties…46 cities
Goal to shine the dome - $65,000
Sign-up a school today!
SIGNATURE PROJECTS
The Arizona Experience
SIGNATURE PROJECTS
Centennial Trees ProjectArizona Community Tree Council
Put Down Roots
Great Trees of Arizona
SIGNATURE PROJECTS
License Plate – SB 1262
SIGNATURE PROJECTS
Other Signature ProjectsHistorical Markers
Centennial Challenge (Volunteer Service)
Team Centennial
USPS Commemorative Stamp
• Countdown to Centennial… • …Arizona’s 99th Statehood Day
Celebration!
SIGNATURE EVENTS
SIGNATURE EVENTS
AZ Copper Chopper & Traveling Exhibit• 30 Events to Date – 25 Currently Scheduled• $14,025.00 Raised in Tickets Sales
Circle K Partnership – 500,000 Tickets• Potential Foundation dollars raised $2,000,000
SIGNATURE EVENTS
Arizona Centennial Best FestMusic, Dance, Food, Traditional Arts and Crafts
featuring Arizona Traditions and Cultures
Prescott | September 16–18, 2011
Tucson | November 11-13, 2011
Phoenix | February 10–12, 2012
SIGNATURE EVENTS
Arizona Centennial Best FestNational Entertainers
Mormon Tabernacle Choir at US Airways Center
SIGNATURE EVENTS
Arizona Centennial Best FestThree Villages – Indian, Hispanic and Western
Six to Eight Pavilions – Emphasis on Future of Arizona
Native American
WesternHispanic
5 C’s
Arts & Culture
Aerospace
Sports & Recreation
Technology
Bioscience
Renewable Energy
SIGNATURE PROJECTS
Other Signature EventsCentennial Ride
UP Steam Locomotive Tour
Happy Birthday Arizona!
Sunrise Ceremony
Centenarian Brunch
Fandango Arizona! Gala
SANCTIONED EVENTS
Official Centennial Events106 Applications received to-date
64 Approved Sanctioned Events 21 Currently Pending Approval 20 Denied
MARKETING & MERCHANDISE
Collectibles & Wearables
MEDIA, PR & WEBSITE
Conclusion
Mark Stanton
Deputy Director
Arizona Office of Tourism
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