Tourism Plan Projects Year 1

Tourism Advisory Task Force

September 17, 2014

Item 7a

Project Next Steps

• TATF members will be asked to assist in the implementation stages.

• Timelines were set based on current resources.

• Funding will be allocated toward each project to ensure milestones are achieved.

Item 7a

Happenings & Animation

The City of Scottsdale will solicit contractors, to create a program to provide rituals, happenings, which will span various times of day and cumulatively result in 200 activation days with a wide variety of experiences, tuned to the character of Scottsdale.

Item 7a

Next Steps • City and Scottsdale CVB staff will work with TATF to

refine contract scope of work and an RFP issued by the end of September 2014.

• Review of RFP responses will be conducted in October 2014.

• Contract and services will be in place by January 2015. • Currently $75,000 in bed tax funds is available with an

additional $25,000 available in downtown general funds.

Item 7a

Events & Festivals The Out of Bounds International Arts Festival is intended as a major shoulder season (fall) event, held downtown, attracting arts professionals and arts enthusiasts.

Item 7a

Next Steps • City staff will work with TATF to refine contract

scope of work for an RFP by the end of September 2014.

• Review of RFP responses will be conducted with the assistance of TATF in November 2014.

• Currently $72,500 is available for the event market analysis study as well as the funding feasibility report.

Item 7a

Event – Cowboy Christmas

• This project is to continue a Christmas festival element which occurs over the Christmas period with the intention of extending the festival over the next year to include more Arizona cultural components and into a larger draw regionally.

Item 7a

Next Steps • Staff will review event activation(s) with TATF in

order to develop this year’s event through funding provided by the Community Event Fund Program by September 2014.

• Staff will review with the TATF options available to supplement the SCVB Christmas season marketing initiatives by September 2014.

Item 7a

Dashboard

The dashboard is an ongoing measurement tool for initiatives in Downtown, as well as the tourism and marketing strategic plan.

Item 7a

Next Steps • City staff hosted end user analysis meetings in

August in order to continue to gain knowledge regarding useful dashboard data.

• City staff will work with TATF to refine dashboard in order to have first implementation of the dashboard by the end of October 2014.

Item 7a

Additional Tourism Plan Priorities

Rituals-Downtown Bike Tour Arizona Central Arrival - Downtown Signage Civic Center Mall Project

Item 7a

Tourism Plan Year 2 – City Staffing Plan

Objectives: • To provide city staff to ensure tourism plan

is achieving objectives and milestones. • Enhance communication with TATF

strategic leads, and working groups.

Item 7a

Committee(s)- City Staff Structure Orchestrator (Contract Administrator) Steve Geiogamah Administrator-Holli Shannon

• Arizona Central-Ben Moriarity • Downtown Events & Festival-Cheryl Sumners • Generational Change-Steve Geiogamah • World Class Biking-Ben Moriarity • Crisis Response Reserve-Steve Geiogamah • Downtown Dashboard-Cheryl Sumners • Tourism Today-Paul Katsenes/Steve Geiogamah

Item 7a

Staff Plan Responsibilities • Assist and coordinate efforts with TATF working groups to

implement assigned year 1 and year 2 tourism plan projects. • Engage in monthly meetings with assigned TATF working groups. • Ensure assigned working groups are meeting established plan

timelines. • Provide a communication resource between assigned TATF working

groups and the City of Scottsdale staff and departments. • Provide updates on a predetermined schedule to plan orchestrator. • Assist and participate with assigned TATF working groups with

preparation and presentations to the TATF and City Council.

Item 7a

Item 7b

Tourism & Events Department 7506 E. Indian School Rd. Scottsdale, AZ 85251 480.312.2728 www.scottsdaleaz.gov

To: John Holdsworth, Chairperson Tourism Advisory Task Force From: Steve Geiogamah, Tourism Development Manager Date: July 16, 2014 Subject: TATF Tourism Plan Projects In follow up to the June 18, 2014 TATF meeting, the following are proposed next steps for each FY2013/14 TATF tourism project objective. TATF members will be asked to assist in the implementation stages of the outlined processes, both formal and informal to keep the projects transparent and in agreement with the thinking of the TATF. Based on the recommendations provided by the TATF, timelines are set out in line based on current resources and the need for city department exchanges. The TATF Chair has met with the city manager to discuss options to expedite the implementation timelines. Additional resources and or a city department accelerated process are being reviewed and will be provided to the TATF as soon as possible. Each project is listed as ranked by the TATF. As further discussion and projects are developed projects will be updated and acted upon. On May 14, 2013 City Council allocated $625,000 toward the first year plan objectives. Funding will be allocated toward each project as outlined to ensure milestones are achieved. Happenings & Animation The City of Scottsdale will solicit contractors, entertainment brokers, local businesses or business groups acting as sponsor/producers, producers, artists, musicians, re-enactors, street performers, theatre-dance-choral groups, guides and participatory experience directors to assist the city in creating a new program. It is the intention of this contract to create rituals, happenings, which will span various times of day and cumulatively result in 200 activation days with a wide variety of experiences, tuned to the character of Scottsdale. Next Steps

City and Scottsdale CVB staff will work with TATF to refine contract scope of work and an RFP issued by the end of September 2014

Item 7b

Review of RFP responses will be conducted in October 2014 (with TATF representatives on the review panel)

Contract and services will be in place by January 2015

Staff will report to TATF periodically to report progress on actions, outcomes, and participation, and the measures of merit for this project

All activities will be subject to review, adjustment and potentially cancellation by staff and TATF

TATF will evaluate the formation of a project group lead by the TATF with downtown merchants, property owners, as a happenings and animation steering committee

Funds Available Currently $75,000 in bed tax funds has been approved by city council and is available. An additional $25,000 is available in downtown general funds in order to provide a total of $100,000 toward the contract.

Rituals-Downtown Bike Tour Create a ritual product through the development of a mapped and interpretive downtown Scottsdale bike route(s) which will provide visitors and residence a short interpretive ride, as well as increase awareness and support for biking downtown. Next Steps

City staff working with TATF will develop and implement way-finding interpretative signs by January 2015

First route will be completed by January 2015

Two additional bike routes will be completed by May 2015

City staff will evaluate and seek funding options for additional biking infrastructure downtown-bike racks December 2015

City staff working with SCVB staff and TATF, will create and implement a FY2016/17 marketing and promotional campaign including collateral material to focus on biking in Scottsdale

Staff will report to TATF periodically to report progress on actions, outcomes, and participation, and the measures of merit for this project

Funds Available Currently $23,000 in bed tax funds has been approved by city council. Allocations per project element will be evaluated to determine an effective return on investment. There are some project expenditures which may require review related to city procurement policies.

Arizona Central Proposed project is a physical downtown location that would provide a home for Scottsdale and statewide visitor information, tours and experience and engage travelers in Scottsdale and the Arizona experience. Project will include a one acre town plaza at the center of project.

Item 7b

Next Steps

City staff will work with TATF to refine contract scope of work and the necessary timeline to match with the development timeline to hire an expert in affective public spaces to provide feedback on the viability of the project by the end of December 2014

Review of RFP responses will be conducted in February 2015

City staff will work with TATF to refine contract scope of work to hire a case planner and architect to design the visitor center by the end of May 2015

Review of RFP responses will be conducted in July 2015

City staff and PLACES consultant will evaluate through project planning stages the opportunity to work with public art.

Staff will report to TATF periodically to report progress on actions, outcomes, and participation, and the measures of merit for this project

Funds Available Currently $75,000 in bed tax funds has been approved by city council and is available to create Arizona Central. Allocations per project element will be evaluated to determine an effective return on investment and to ensure funding meets city policy requirements. Further funding adjustment may be required based on the Scope of Work outlined for the project.

Events & Festivals -International Arts Festival & City of the Future The Out of Bounds International Arts Festival is intended as a major shoulder season (fall) event, held downtown, attracting arts professionals and arts enthusiasts. Next Steps

City staff will work with TATF to refine contract scope of work for an RFP to conduct an event marketing analysis and fund raising feasibility study for the event by the end of September 2014

Review of RFP responses will be conducted with the assistance of TATF in November 2014

Following the results of the marketing analysis and fund raising feasibility study city staff will evaluate the development of an event business plan.

Additional funds requested: mentors from festival, campaign for partners will be considered by city staff and the TATF once the first funding initiatives are completed

Staff will report to TATF periodically to report progress on actions, outcomes, and participation, and the measures of merit for this project

Funds Available Currently $72,500 is available for the event market analysis study as well as the funding feasibility report. Allocations per project element will be evaluated to determine an effective return on investment and to ensure funding meets city policy requirements.

Item 7b

Event – Cowboy Christmas This project is to continue a Christmas festival element which occurs over the Christmas period with the intention of extending the festival over the next year to include more Arizona cultural components and into a larger draw regionally. It is also intended to work toward using Cowboy Christmas to help create a durable year round Western/Cowboy experience in Old Town. Next Steps

Staff will review event activation(s) with TATF in order to develop this year’s event through funding provided by the Community Event Fund Program by September 2014

Staff will review with the TATF options available to supplement the SCVB Christmas season marketing initiatives by September 2014

Staff will report to TATF periodically to report progress on actions, outcomes, and participation, and the measures of merit for this project

Funds Available Currently bed tax funds are available through the Community Event Funding Program. Program criteria will determine amount available for the event. Dashboard The dashboard is an ongoing measurement tool for initiatives in Downtown, as well as the tourism and marketing strategic plan. Next Steps

City staff will host end user analysis meetings in August in order to continue to gain knowledge regarding useful dashboard data

City staff will work with TATF to refine dashboard in order to have first implementation of the dashboard by the end of October 2014

Staff will report to TATF periodically to report progress on actions, outcomes, and participation, and the measures of merit for this project

Funds Available Currently no funds are allocated for this project as it is in a developmental stage with city IT support. Arrival - Downtown Signage The arrival-downtown signage initiative will assist visitors with an orientation of Scottsdale (relief map at rental car facility), on the highway (highway signs to Scottsdale from the rental car facility to the City’s desired approach). Next Steps

City staff working with the TATF will continue to work with Sky Harbor Airport to explore options available to enhance the Scottsdale arrival experience and presents options in September 2014

Item 7b

City staff and PLACES consulting will evaluate the options to solicit an RFP for downtown way-finding as well as entry sign design and provide an update at an upcoming TATF meeting

City staff and PLACES will continue to evaluate state signage, plus a process of understanding the AOT signage program to support Scottsdale efforts to assist visitor orientation toward Scottsdale. City staff will provide an update at an upcoming TATF meeting

Funds Available Currently no funds are allocated for this project. Best Day Scottsdale – Downtown Passport A citizen tour guided program activated through volunteers. Tours would be centered on specific themes or locations with an opportunity for locals to share views of the best Scottsdale attractions for visitors. Next Steps

City staff and PLACES will continue to work with TATF toward potential development of the concept project

Project will be presented to the TATF at an upcoming meeting for consideration

Item 7c

Outside Bounds Feasibility Study Scope – Draft Page 1 of 3

PROJECT NAME: CONDUCTING A MARKET ANALYSIS AND FUNDRAISING FEASIBILITY STUDY FOR LAUNCHING A MAJOR MULTIDISCIPLINARY INTERNATIONAL DESTINATION ART FESTIVAL IN SCOTTSDALE, ARIZONA Overview of Project: The City of Scottsdale and the Tourism Advisory Task Force is seeking experienced and qualified persons to conduct an market analysis and fundraising feasibility study for launching a major multidisciplinary international destination art festival held in downtown Scottsdale during the fall shoulder season. Nature of the Project: Purpose: To evaluate financial feasibility and investment required to create a major multidisciplinary international destination art festival in Scottsdale, Arizona that will generate significant economic, cultural and social benefits for Scottsdale and Arizona by bringing together world renowned artists and broad audiences to experience diverse arts experiences in the desert over approximately three weeks. Project Description The study should examine the local, national and international fundraising potential, conduct a marketing analysis, and review logistical needs to launch and operate a major multidisciplinary international art festival in Scottsdale, Arizona, in the context of the greater Phoenix Metropolitan Area and the Southwestern United States. The early vision for this festival is to generate significant economic, cultural and social benefits for Scottsdale by bringing together world renowned artists and speakers to engage a broad and diverse audience with contemporary art in the desert for approximately three weeks. While the vision for a multidisciplinary international art festival is broad, there are areas of agreement that define the desired center (Downtown Scottsdale) and limit the scope of the feasibility study. Project Deliverables The market analysis and feasibility study will evaluate but is not limited to:

• A comprehensive market assessment that: o Evaluates international, national, regional and local tourism opportunities o Determines if there is sufficient demand for an international destination art festival in-line with

festivals like Edinburgh International Festival and Spoleto Festival USA o Defines the market, including specific companies/organizations servicing market o Provides the basis for the market section of a business plan o Identifies potential community partners and stakeholders for later phase focus groups o Identifies willing national and international partners as collaboration will be a necessary component

to the success of this festival o Outlines opportunities for current merchants operating Downtown o Evaluates and make recommendations on how to leverage existing creative and cultural activity in

Scottsdale • A study of fundraising and fiscal feasibility that:

o Assesses local, national and international fundraising potential of launching a major destination event

o Identifies fundraising and development sources that can help facilitate and sustain the startup and operation of a ful scale launch of an international art festivals

o Builds a short-term and long-term fundraising strategy for launching and sustaining an international art festival

o Conducts a basic break-even analysis: How much revenue would we need to launch this full-scale? What capacity is out there to generate this revenue?

o Evaluates festival potential as an economic driver for tourism-related spending and bed-tax dollars

Item 7c

Outside Bounds Feasibility Study Scope – Draft Page 2 of 3

• A report on logistical issues that: o Reviews downtown Scottsdale’s infrastructure, facilities, sites and ability to support and host a

major destination festival that incorporates and activates the entire downtown o Evaluates potential operating structures for a large festival o Determines if there is consensus on the most effective operating structure, including, number of

staff, initial budget, etc, for the launch of an international art festival in Downtown Scottsdale o Identifies and evaluates potential festival host venues, organizations and indoor-outdoors spaces

throughout the downtown, including contact information of potential partners o Assesses the calendar of existing events and happenings in Scottsdale, especially between Mid-

November to Mid-January and make recommendations on how this festival can motivate the launch of smaller, fringe-type festivals in a larger festival season

The market analysis and fundraising feasibility study will position the City and the Tourism Advisory Task Force to determine if the community, financial, logistical and tourist capital is available to move forward in creating a business plan that will lead to the launch of a major destination international festival that incorporates downtown Scottsdale. Known Exclusions The feasibility study will not determine the vision, mission and programming goals of an international art festival in Downtown Scottsdale. The feasibility study will lay the foundation for a more comprehensive business plan that will outline these components. Project Objectives: Cost Objectives Phase I: Research and Development

Currently $72,500 is available for the event market analysis study as well as the funding feasibility report. Allocations per project element will be evaluated to determine an effective return on investment and to ensure funding meets city policy requirements. • Phase I: Research and Development Cost Objectives

o $55,000 – all of the following components can be used to develop three large festivals Market Analysis Study ($25,000) Fundraising Feasibility and Sponsorship Capacity Report ($25,000) Funding to bring experts from mentor festival to visit Scottsdale and meet with key leaders

($5,000) Estimated time for this: six months (January 2015 to June 2015)

o $10,000 – Support to finish comprehensive business plan for international destination arts festival that builds off strategies in from the market analysis study, the fundraising feasibility and sponsorship capacity report, and in recommendations from mentor festival experts. Estimated time: three months

o $7,500 – Campaign to build community and fiscal partners that will enhance brand identity and leverage support to lead toward a self-sustaining model Estimated Time: Six months to a year

Schedule Objectives

• September 17, 2014 – Present rough draft of proposal to Tourism Advisory Task Force • October 2014 – City to post RFP/Q • November 2014: Consultant selected • January 2015: Consultant completes event market analysis and fundraising feasibility study • January 2015 to June 2015: Primary stakeholders use study to complete the following components of Phase

I: Research & Development

Item 7c

Outside Bounds Feasibility Study Scope – Draft Page 3 of 3

o Creation of comprehensive business and strategic vision including recommendations of on budget, staffing and structure

o Develop relationships with key community partners o Correspond and collaborate with mentor festival founders

• June 2015: Launch of Phase II: Establishing a Foundation o Secure necessary seed funding o Use business plan to create the infrastructure and staffing necessary to begin operations o Begin fundraising campaign

• Date TBD: Begin Phase III: Public Launch Announcement o Continuation of fundraising campaign o Curate programming for inaugural festival o Embark on comprehensive festival launch and marketing campaign (at least one year out)

• Date TBD: Launch inaugural Outside Bounds Festival QUALITY MEASURES In conducting the feasibility study, please keep in mind these quality measures:

• Evaluate the capacity of Scottsdale to host a multi-disciplinary destination festival that encompasses all of downtown with performances, installations and innovative creations inspired by the desert landscape and our unique Scottsdale lifestyle

• Launch a festival that lasts between 10-21 days and features up to 150-200 events • Confirm that there is substantial potential for seed funding that includes a combination of public, private and

government support • Launch a festival with an annual economic impact on Scottsdale between $30 and 50 million • Launch an inaugural festival that attracts at least 100,000 with 30 to 50% of attendees from outside of the

Phoenix metropolitan area who stay an average of 3-4 days • Launch an inaugural festival with a budget between $7 and 10 million

OTHER OBJECTIVES Proposing parties agree that an international art festival should build off Scottsdale’s tourism master plan and should:

• be centered in and activate Downtown Scottsdale but extend throughout the city, re-defining Scottsdale as a unique arts destination

• build a concentrated effort to make Downtown Scottsdale a major focus area • feature multidisciplinary programming, including but not limited to visual and performing arts, public art

(contemporary outdoor installations) and thought leaders (speakers) • improve opportunities for current merchants operating Downtown • serve as an anchor festival in a larger festival season • take place during “shoulder season” or non-peak season times

o example: Mid-November to Mid-January • be an economic driver for tourism-related spending and bed-tax dollars

KEY STAKEHOLDERS City of Scottsdale Scottsdale Center for the Performing Arts Scottsdale Convention & Visitors Bureau Tourism Advisory Task Force Tourism Development Commission

CATEGORY

Planning

Design/ CA

Right otWay

Construction

Utilities

Public Art

FF&E

City Fees

CPM Salaries

WO Credits

CPM Allocation

Contingency

TOTAL:

ESTIMATED

PROJECT NAME PROJECT NUMBER

PRELIMINARY PROJECT BUDGET

PROJECT COSTS NOTES I CALCULATIONS

$ 0 Studies, Masterplans, Site Development

$

$

$

$

$

$

$

$

$

412,915.14 Civil Engineering, Architecture and Construction Management 15% ofConstruction+Contingency

0 Purchase of easements , Right or way or associated property rights. Estimate based on research

2,293,973.00 Construction Estimate

0 Utility design, fees, licenses and construction.

22,939.73 1% of direct construction

Machinery, Equipment and Furnishings

55,055.35 Water Development, Plan Review, Permitting 2% of Construction + Contingency

110,110.70 Direct salary charges from CPM Staff, PMA, PM and Constuction Staff, 4% of Constructio:' + Contingency

247,749.08 Personnel within the client department supported by CIP, 9% of Constrction + Contingency

55,055.35 CPM ad min, staff, equipment etc. 2% of Construction + Contingency

_$;:;_ ___ 4.:.:5:..:8'"",7c...:9c..:4.:..:.6:...:0:._ 20% during planning/concept, 15% at start of construction

$ 3,656,592.96

PROJECTED FUNDING SURPLUS/(DEFICIT): $ {3,656,593)

FUNDING SOURCES CENTER I NAME

1 2 3 4

TOTAL FUNDS AVAILABLE

BRIEF PROJECT DESCRIPTION

PM APPROVAL

FUNDING AMOUNT

$ 0

CLIENT DEPARTMENT ____________________ _

PPMAPROVAL

Preliminary Project Budget

Complete for "Child" Project Creation

FINANCE INITIALS

CHILD CENTER

Item 7d

UPROJECT: I 8/18/2014 -

Civic Center Mall Renovations - ,...--

I tem: Nevelson Stage Mall Stage TOTAL -

Demo Fountain $ 45,000 $ - $45,000

Excavation & Grading $ 34,000 $ 2o,ooo 1 $54,000 -

Cone. Terrace Seating $ 186,300 $ - $186,300

Landscape Repair $ 7,500 $ 7,500 $15,000

Stage $ 85,000 $ 25,000 $110,000 -

Backwall & Roof $ 306,280 $ 306,280 $612,560

Equipment Storage Building $ 90,000 $ 90,000 $180,000 -

Provide Electrical Service (1x200A, 1x400A) $ 85,000 $ 40,000 $125,000

Lighting $ 80,000 $ 80,000 $160,000 f---

Rubberized surfacing (including excavation and base material) $ 315,425 $315,425 f--- - ~

Drain at front of Mal l Stage $ 6,000 $6 ,000 f---

! ~

Subtotal $1,764,285 I

~

Gen. Cond. $176,429 I $1,940,714 ~ ~ - -

Fee ~194,071 · -

$2,134,785

I Bond ~33,022 1---

$2,167,807 -

l Tax ~126,166 -- - -

Total $2,293,973

General Notes & Assumptions: I 1. Electrical Service includes Panels w/20A breakers

~Design/Engineering Fees excluded

3. 400A Panel to be placed at Nevelson Stage (Power to stage only, excludes trenching & outlets in surrounding areas) -

4 200A Panel to be placed at Mall Stage

~Provide 4x20A breakers & outlets@ RestroomNIP area

s2 "Vertical Construction Cost"

Item 7d

Item 7e

Tourism Plan Year 2 – City Staffing Plan

Objectives:

1. To provide city staff to ensure tourism plan is achieving objectives and milestones.

2. Enhance communication with TATF strategic leads, and working groups.

Committee(s)- City Staff Structure:

Orchestrator (Contract Administrator) Steve Geiogamah Administrator-Holli Shannon

• Arizona Central-Ben Moriarity • Downtown Events & Festival-Cheryl Sumners • Generational Change-Steve Geiogamah • World Class Biking-Ben Moriarity • Crisis Response Reserve-Steve Geiogamah • Downtown Dashboard-Cheryl Sumners • Tourism Today-Paul Katsenes/Steve Geiogamah

Staff Plan Responsibilities:

1. Assist and coordinate efforts with TATF working groups to implement assigned year 1 and year 2 tourism plan projects.

2. Engage in monthly meetings with assigned TATF working groups. 3. Ensure assigned working groups are meeting established plan timelines. 4. Provide a communication resource between assigned TATF working groups and the City of

Scottsdale staff and departments. 5. Provide updates on a predetermined schedule to plan orchestrator. 6. Assist and participate with assigned TATF working groups with preparation and presentations to

the TATF and City Council.