2014 annual report and marketing plan

FLAGSTAFF CVB

FISCAL YEAR 2014MARKETING PLAN

c 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

CHAIR

Jamey Hasapis

VICE CHAIR

Mark Price

Dino Dulbson

Jean Hockman

Lori Pappas

Minesh Patel

Brent Schepper

Jeff Theiss

Chuck Wendt

FLAGSTAFF Tourism Commission

M A Y O R

Jerry Nabours

V I C E M A Y O R

Coral Evans

Celia Barotz

Karla Brewster

Jeff Oravits

Scott Overton

Mark Woodson

FLAGSTAFF CITY COUNCIL

ADMINISTRATION

CVB DIRECTOR

Heidi Hansen

ADMINISTRATIVESPECIALIST

Carrie Nelson

MARKETING ANDPUBLIC RELATIONS

MARKETING AND PUBLIC RELATIONS

MANAGER

Heather Ainardi

PUBLIC RELATIONSSPECIALIST

Joanne Hudson

C R E A T I V E S E R V I C E SS P E C I A L I S T

C o n s u m e r W e b & m u l t i m e d i a

Michael Russell

C R E A T I V E S E R V I C E SS P E C I A L I S T

a d V e r t i s i n G C r e a t i V e & P r i n t

Jennifer Schaber

SALES

M E E T I N G & E V E N T S S P E C I A L I S T

Gail Jackson

T R A V E L T R A D E S P E C I A L I S T

Joyce Lingenfelter

VIS ITOR SERVICES

V I S I T O R C E N T E R M A N A G E R

Kathy Hales

V I S I T O R C E N T E R S T A F F

Jill Hough

Jay Hughes

Jessica Lawrence

Carolyn Pinnick

Craig Rose

Flagstaff CVB Staff

12 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

F L A G S T A F F C O N V E N T I O N A N D V I S I T O R S B U R E A U M I S S I O N

To develop, promote and maintain Flagstaff as a year-round destination with professional

visitor services that will benefit the community economically, environmentally and socially.

V I S I O N

Flagstaff is recognized as the destination for all seasons.

F L A G S T A F F V I S I T O R C E N T E R M I S S I O N

To introduce and educate visitors about the vast tourism opportunities within Flagstaff and

the surrounding areas, and to increase the frequency of visits to Flagstaff and length of stay.

V I S I O N

Flagstaff Visitor Center is recognized for exceptional visitor services.

Contents

Welcome 1

Industry Outlook 2

Flagstaff Highlights 4

Program Areas 6

Goals and Outcomes 8

FY 2014 Budget 16

FY 2014 Media Plan 17

Program of Work 18

Appendix 19

Creative Samples | Print Collateral 19

Creative Samples | Print Advertising 20

Creative Samples | Online Advertising 22

Creative Samples | Outdoor Advertising 24

Creative Samples | Local/VC Marketing 25

Creative Samples | Website and Mobile 26

Creative Samples | Social Media 27

Print Media Coverage 28

Directory 29

Flagstaff: The destination for all seasons

The Flagstaff hospitality industry is a significant economic driver for the region, generating more than 5,400 jobs and delivering nearly $390 million in direct spending annually. Tax revenue collected from this industry, specifically the bed, board and booze (BBB) tax of 2%, directly enhance the quality of life for local residents and create a more vibrant community for travelers to visit.

The Flagstaff Convention and Visitors Bureau receives a portion of the BBB tax to promote Flagstaff as a premier travel destination through marketing, sales and public relations efforts while providing professional visitor services.

Here’s how the BBB tax is broken out among City departments and the community:

WELCOME

Tourism (destination marketing)

Beautification(Futs trails, landscaping,

gateway signage)

Parks and Recreation(recreational

programming and operations)

EconomicDevelopment

(business retention, expansion and

attraction)

Arts and Sciences(Flagstaff Cultural Partners for granting opportunities locally)

20%

9.5%

7.5%

30%

33%

BBB Tax Revenue Allocation

2 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

INDUSTRY OUTLOOKSituated at the base of the San Francisco Peaks, Flagstaff is a unique destination within Arizona and thereby a majority of our visitors travel from within the state (33%). An additional 14% are from neighboring California. With 47% of visitors originating from Arizona and California and more than 53% traveling by personal vehicle, Flagstaff has shown considerable resiliency through the recent economic downturn.

Flagstaff’s tourism industry is continuing to see strong growth with BBB tax revenue increasing more than 6.2% in FY 2013. We are still experiencing double digit increases in hotel occupancy and leading the state in average daily rate (ADR) and revenue per available room (RevPAR).

The industry is seeing the highest room revenue on record with very favorable supply/demand fundamentals for the rest of the year. The domestic hotel room night demand is up 1.2% over a year ago. (Smith Travel Research 3/13)

Other U.S. States

33%Arizona54%

GreaterPhoenix

11%Tucson

17%International

24%UK

21%Canada

9%Germany

4%France

8%Australia

14%California

Visitor Origin

Source: 2008-2009 Flagstaff Visitor Study by Northern Arizona University’s Hospitality Research and Resource Center

35%All OtherAZ Cities

34%

Other Countries

Top 5: Texas 5% Florida 3%New York 3% Washington 3%

Wisconsin 3%

36%

15%12%9%6%3%0%

-3%-6%-9%

-12%2005 2006 2007 2008 2009 2010 2011 2012

15%

12%

9%

6%

3%

0%

-3%

-6%

-9%

-12%2005 2006 2007 2008 2009 2010 2011 2012

Flagstaff YOY % Change in Tourism-Related Tax Revenues

Arizona Flagstaff

67%

66%

65%

64%

63%

62%

61%

60%

59%2004 2005 2006 2007 2008 2009 2010 2011 2012 2013* *Prediction based on STR 2013 forecast

$90

$80

$70

$60

$50

$40

$30

$20

$10

$02004 2005 2006 2007 2008 2009 2010 2011 2012 2013* *Prediction based on STR 2013 forecast

$60

$50

$40

$30

$20

$10


$ $$

$ $$$ $ $ $

$ $$

$ $ $$ $ $$

Flagstaff Occupancy

32 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

Flagstaff YOY Occupancy Comparisons

70

65

60

55

50

45

402004 2005 2006 2007 2008 2009 2010 2011 2012

USMountainArizonaPhoenix

TucsonFlagstaffNon-Metro

Flagstaff Average Daily Rate

67%

66%

65%

64%

63%

62%

61%

60%


$90

$80

$70

$60

$50

$40

$30

$20

$10


$60

$50

$40

$30

$20

$10


$ $$

$ $$$ $ $ $

$ $$

$ $ $$ $ $$

67%

66%

65%

64%

63%

62%

61%

60%


$90

$80

$70

$60

$50

$40

$30

$20

$10


$60

$50

$40

$30

$20

$10


$ $$

$ $$$ $ $ $

$ $$

$ $ $$ $ $$

Flagstaff Revenue Per Available Room/RevPAR

Flagstaff has

lead the State

of Arizona in

annual hotel

occupancy level

since 2008.Source: Arizona Office of Tourism Statewide Lodging report

4 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

The Flagstaff Convention and Visitors Bureau (CVB) launched a reimaged marketing campaign and newly developed website: flagstaffarizona.org. The campaign includes several key elements: Flagstaff focused, highlights seasonality, shows variety, evokes emotion and expresses vibe. The website includes a seasonal component that contributes to Flagstaff searches online.

The Flagstaff Visitor Center staff began participation with the First Friday ArtWalk receiving an average of 300 walk-ins per event.

The Dew Downtown Flagstaff Urban Ski and Snowboard Festival took over downtown Flagstaff once again in February 2013 attracting 10,000 attendees for snowboarding and skiing events on San Francisco Street. This is a family friendly event, and features food and drink selections, retail shopping opportunities and live music.

Arizona Snowbowl completed their snow making system and attributed 50,000 additional skiers to this new system. They project that average skier visits will climb from 145,000 to 200,000 annually. Their primary market continues to be the Phoenix metro area, but Mexico visitation is rapidly growing. Arizona Snowbowl plans to be open by Thanksgiving 2013 and is working on a Phoenix to Flagstaff shuttle. They have capital improvements planned for the next five years that will further enhance the visitor experience.

The North Pole Experience opened in Flagstaff for the 2012 Holiday season and saw huge success. They partnered with Little America as the anchor location for hotel stays, meals and trolley departures. In 2013 they plan to expand to other hotels.

The Flagstaff Extreme Adventure Course had 17,000 people come through the course during their first year of operation. They feel they will exceed that in the coming year and are looking at hosting more events next year in addition to staying open longer during the season.

Lowell Observatory received global/national coverage from Discovery Telescope - Reuters, TIME, AP, USA Today, LA Times and all major as-tronomy magazines this year. Their First Light Gala was the largest sit-down event in Flagstaff history, and featured guest speaker, Neil Armstrong. Meteorite Man, Geoff Notkin made two appearances, and the lowell.edu website received over 1,000,000 page views. The observatory also set an attendance record of 996 people in a single day during the transit of Venus viewing (Venus passed directly in front of the sun as seen from Earth). This phenomenon will not happen again for 104 years.

FLAGSTAFF HIGHLIGHTSVisitor Profile

The Flagstaff Visitor

The average party size for day visitors is 3.2 persons who spend $646 per day. The average overnight stay is

2.6 nights.

Demographics

The average age of the Flagstaff visitor is

49 with an average annual income of

$79,056.Party Type

Families make up

60% of party type followed by 15% friends only, 14% family and friends,

8% traveling alone, 2% business associates, and 1% organized tours.

52 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

Flagstaff Fourth of July Fire-Safe Fireworks returned to the Continental Country Club.

Flagstaff CVB marketing will be expanding our presence in the Las Vegas DMA and Cactus League Spring Training. The Hoover Dam bypass allows for quicker access from Las Vegas and with so many visitors traveling each year to Phoenix for Spring Training, we hope to see new visitors in our community.

The Discover America brand was enhanced to promote the United States in an overall marketing campaign. They are planning a new campaign for fall which will include Arizona.

0 5 10 15 20 25 30 35 40 45 50 55

Vacation/Leisure 52%

Passing Through 23%

Day Trip 18%

Other 15%

Visiting Friends /Relatives 11%

Weekend 8%

0 10 20 30 40 50 60 70 80

Dining Out 74%

Visiting Cultural and/or Historic Sites 61%

Visiting National and State Parks 58%

Shopping 45%

Hiking/Trails 43%

Visiting Museums 43%

Top Flagstaff Activities

0 5 10 15 20 25 30 35 40 45 50 55

Vacation/Leisure 52%

Passing Through 23%

Day Trip 18%

Other 15%

Visiting Friends /Relatives 11%

Weekend 8%

0 10 20 30 40 50 60 70 80

Dining Out 74%

Visiting Cultural and/or Historic Sites 61%

Visiting National and State Parks 58%

Shopping 45%

Hiking/Trails 43%

Visiting Museums 43%

Trip Purpose

In 2012, Flagstaff occupancy increased 5.1% to

65.5%Source: Smith Travel Research

6 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

The Convention and Visitors Bureau is part of the Economic Vitality Division of the City of Flagstaff and is charged with administering tourism programs for Flagstaff, receiving an allocation of 30% of the BBB taxes collected to do so. Programs include development of public outreach and educational programs, media relations, and marketing to tour operators, travel agents, meeting planners, group coordinators and individual leisure travelers. The CVB is also responsible for the creation and maintenance of promotional partnership opportu-nities both locally and regionally.

AdministrationThe CVB administration oversees daily operations and programming and is responsible for setting and maintaining budgets, making presentations to City Council, media and service groups, as well as coordinating the Flagstaff Tourism Commission, maintaining a high level of communication with the commission regarding program areas, seeking their support of marketing efforts and addressing various industry concerns. Administration staff create and enhance local and regional cooperative programs and serve as the main contact for statewide organizations including the Arizona Office of Tourism and Arizona Lodging and Tourism Association, as well as Flagstaff Cultural Partners, Flagstaff Chamber of Commerce and others.

Marketing and Creative ServicesThe marketing and creative services program supports the overall City’s marketing mission by overseeing the development and execu-tion of the CVB’s multimedia advertising campaigns, communication materials and action plans that promote Flagstaff as a destination. Staff manage the consumer database, oversee marketing and travel trend research and develop multimedia marketing strategies. This program is also responsible for promoting all of the events and opportunities that Flagstaff has to offer by ensuring high visibility of the city on a national and international level through a variety of media outlets.

Design and production of the CVB’s Visitor Guide, Explore Flagstaff series, Flagstaff Happenings, website, eNewsletters and all other print and online collateral pieces are completed by in-house CVB creative services staff. They also coordinate the photo library, fulfill requests for logos, and contribute to the overall branding/campaign design for the CVB.

PROGRAM AREAS

Heidi Hansen CVB DIRECTOR

Carrie Nelson ADMINISTRATIVE SPECIALIST

Heather Ainardi MARKETING AND

PUBLIC RELATIONS MANAGER

Mike Russell CREATIVE SERVICES SPECIALIST

Jennifer Schaber CREATIVE SERVICES SPECIALIST

72 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

SalesThe CVB sales program coordinates all group sales efforts. Staff assume all duties associated with the promotion of Flagstaff as a premier destination by working with tour operators, travel agents, student youth groups, wholesalers, meeting planners and event organizers. The team markets Flagstaff’s unique offerings to the targeted areas and builds and maintains relationships within the community to gain commitment from hotels, restaurants, local venues and attractions in support of the CVB’s goals. They also organize and attend trade shows, sales calls, familiarization tours, site visits and other events aimed at representatives that will bring increased visitation.

Public RelationsThe public relations program works directly with the media, pitching story ideas, writing press releases, maintaining media relations and responding to inquiries to garner positive editorial coverage of Flagstaff. Staff oversee all media efforts both domestically and internationally while conducting press trips for outlets and working closely with local area attractions, community organizations and others to generate online, print and broadcast content. PR staff produce the CVB’s industry newsletter, InfoBytes, oversee the CVB’s extensive social media presence and coordinate local tourism awareness campaigns.

FilmThe Flagstaff Film Office is managed by the CVB and works to generate a Flagstaff presence in film, video, commercials and still photo shoots. Such projects benefit the economy by hiring local crew, occupying hotel rooms, employing local service providers and generating sales tax revenues through purchases.

Visitor ServicesLocated in the Historic Train Station, the Flagstaff Visitor Center is charged with providing local, state and regional information to visitors to enhance or extend their stay. Programs include visitor services, train station operations, educational programs and creation of local programs and partnerships. The Visitor Center works in tandem with the CVB to provide quality customer service to visitors by supplying current information and accurate answers to inquiries. They distribute collateral pieces for area attractions and other stakeholders that provide trackable means of visitorship and Visitor Center referrals.

Gail Jackson MEETING AND EVENTS SPECIALIST

Joyce Lingenfelter TRAVEL TRADE SPECIALIST

Joanne Hudson PUBLIC RELATIONS SPECIALIST

Kathy Hales VIS ITOR CENTER MANAGER

8 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

FY 2013

CVB Goals

Increase visitation and length of stay by positioning Flagstaff as the premier year-round destination from which travelers can experience all that northern Arizona has to offer. Outcome: Occupancy increase of 4.8%.

Maintain strong travel patterns on week-ends and high season, and increase occupancy mid-week, for slower shoulder and off-seasons. Outcome: Occupancy increase of 8.9% during winter season (November-March).

CVB Objectives

Increase BBB revenues by 2% through a targeted media advertising plan, enhanced leisure and group sales, and increased public relations efforts. Outcome: Increased BBB revenues by 6.2%.

Provide value to stakeholders and visitors; continue to be a reliable source of relevant information. Outcome: Continued distribution of InfoBytes industry eNewsletter, sales mission reports and monthly Tourism Commission reports.

Cultivate, enhance and maintain partnerships with stakeholders, Arizona Office of Tourism, statewide tourism bureaus, and Chambers to expand knowledge and build recognition of Flagstaff as a destination, as well as utilize regional partnerships and collaborations. Outcome: Participated in more than 75 FAM tours, along with three joint trips with AOT.

GOALS AND OBJECTIVESFY 2014

CVB Goals

Provide the community with resources that meet or exceed expectations through increased BBB revenues.

CVB Objectives

Increase visitation and extend the length of stay by positioning Flagstaff as the premier year-round destination while maintaining strong travel patterns on weekends and during high season, and increasing occu-pancy mid-week and in slower shoulder and off-seasons.

Cultivate partnerships with statewide stake-holders such as the Arizona Office of Tourism, CVBs, and Chambers of Commerce to build and/or expand the knowledge of Flagstaff’s offerings. Utilize memberships in organiza-tions such as the Public Relations Society of America and Western Association of CVB’s to reach out to new audiences.

92 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

FY 2013

Goal

To enhance and increase visitor awareness of Flagstaff as a quality destination by imple-menting a comprehensive media plan.

Objectives

Develop an aggressive and targeted media plan that reaches travelers in principal and emerging markets by utilizing a mix of ad-vertising mediums. Outcome: Fulfilled extensive media plan with increased placements during the winter season and in the Las Vegas DMA.

Utilize research results and relevant materials to develop and launch revised advertising campaign with updated imagery, copy and website enhancements. Outcome: New campaign launched in June 2013. Initial results/feedback are very positive.

Conduct professional photo shoot to procure new images for the reimaging process while also creating a well-rounded photo library to represent the destination. Outcome: Multiple photo shoots were conducted with new images already being used.

Increase site visits by 5% and improve length of site interaction and potential book-ing by enhancing the use of landing pages within the CVB’s consumer website during campaigns or seasons. Outcome: Total site visits increased by 2.8% however time spent on site decreased by :16 seconds per user.

Increase the quantity and quality of contacts in the consumer database. Communicate with these contacts on a regular basis and track their interactions with the CVB. Outcome: Increased number of ad placements with lead tracking, entering that information into CRM. Placements include sunset maga-zine (1,492 leads) and backpacker magazine (390 leads). Increased eNews and visitor guide requests on website, generating 315 requests in first two weeks of launch.

Marketing and Creative Services

FY 2013 HIGHLIGHTS

Conducted research, photo shoots, focus groups and presentations to staff, Tourism Commission, stakeholders, and City Council on reimaging campaign which launched in June 2013.

Produced the 2013 Flagstaff Visitor Guide, revised with fold-out City map and expand-ed travel information, providing increased benefit to Flagstaff tourism businesses.

Placed and created more than 325 print ads, web banners and email blasts in both national and international markets.

Enhanced internal customer service by pro-viding marketing support to other divisions within the City.

Procured website development company to create the CVB’s new consumer website.

FY 2014

Goal

To enhance and increase visitor awareness of Flagstaff as a quality destination by imple-menting a comprehensive media plan.

Objectives

Conduct additional photo shoots for images to utilize in the newly launched advertising campaign and consumer website, as well as for inclusion in the Flagstaff CVB photo library utilizing local photographers.

Strengthen reimaged branding by redesign-ing the 2014 Flagstaff Visitor Guide, CVB sales kits and all other marketing collateral as well as oversee the website.

Translate and produce the Explore Flagstaff guide to Japanese, Chinese and Italian to join existing translations in Spanish, French and German.

Continue strategic collaboration between Visitor Services, PR, Sales and Marketing programs to create a cohesive destination message.

10 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

SALES

FY 2013

Goal

To maintain existing and grow new group business for Flagstaff hotels and restaurants from designated target markets.

Objectives

To increase number of ‘definite’ room nights booked through CVB efforts by 2%. Outcome: Meeting and Events secured 27,935 room nights and Tour and Travel worked with 13 major tour operators and secured 27,976 rooms.

Collaborate with statewide agencies and stakeholders on sales missions and trade shows. Outcome: Traveled with stakeholders to Washington D.C., LA, France and Belgium, American Bus Association, Go West Summit, UK and Japan.

Create an annual sales schedule outlining all planned trade shows and sales missions in which CVB and/or stakeholders can participate. Outcome: Travel schedule created and currently being used by sales.

Host a minimum of 12 familiarization tours and site visits for qualified buyers to experi-ence first-hand what Flagstaff has to offer. Outcome: Hosted 12 FAM tours.

Provide product training to a minimum of four existing and/or potential clients in target markets. Outcome: (1) NASA Meeting Planning Team, (2) W.L. Gore Travel Agents, and (3) Provided product training in the tour and travel segment to 132 people at 30 companies in LA, Las Vegas, New York City, France, Belgium and the UK.

Report to stakeholders on sales progress and trends by tracking trade show perfor-mance, sales missions, FAM/site tours and lead conversions. Outcome: Generated and distributed twelve monthly reports, six trip reports on trade shows and sales missions, and twelve tourism commission reports.

Enhance communication and outreach to stakeholders through regular site visits, meetings and information sharing. Outcome: Performed 10 site visits, held 31 meetings with stakeholders and hosted a meeting on the tour and travel markets for 40 stakeholders.

FY 2013 HIGHLIGHTS

Meeting and Events

Secured the International Planetary De-fense Conference for 2013 during shoulder season; attended by 300 people with an estimated $365,000 economic impact.

Secured three international conferences for 2014 that will bring an average of 500 people for each conference over a three week time period. These conferences are anticipated to generate $1 million dollars in lodging revenues.

Secured the 50th anniversary Ford Mustang Pony Ride which will bring up to 500 Ford Mustangs through Flagstaff during shoulder season of 2014 with an estimated $40,000 economic impact.

The CVB hosted nine meeting planners from around the country who attended the Des-tination Arizona trade show. They visited various meeting venues and attractions over a two-day period. Attendees were from all over the United States and only one person in the group had ever visited Flagstaff before.

112 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

Flagstaff hosted the MPI Education Forum. This event typically takes place during the summer in an Arizona destination. Flagstaff last hosted this event in August 2007. This year 79 hospitality professionals registered for this weekend of education and network-ing. The CVB hosted the Saturday night dine around that introduced those in attendance to different venues such as the Museum Club, Weatherford Hotel and Lowell Obser-vatory.

Tour & Travel

Tour and Travel met with 157 International tour operators and US based international receptive operators.

Developed and led two Flagstaff and north-ern Arizona sales missions to Germany, France and Belgium, met with 70 trade professionals in 40 offices in nine cities. Early results include four new fly-drive itineraries, and a 2013 group tour with 10 departures that will each stay for two nights in Flagstaff. U.S. based international receptive opera-tors indicate that bookings into Flagstaff have increased 9% during FY 2013.

Created new French language collateral ma-terials for tour operators promoting “family friendly” Flagstaff. Additionally, the Route 66 walking tour has been translated for use by our French visitors.

Developed a new “Guide to Educational and Recreational Experiences for Student Groups”. This guide targets student tour operators and teachers, and will be used as a resource to solicit student tours by the CVB, area hotels and attractions.

FY 2014

Goal

To maintain existing and grow new group business for Flagstaff hotels and restaurants from designated target markets.

Objectives

Meeting/Events/Sales to partner with a minimum of two stakeholders on co-op ad-vertising for trade magazines that target Astronomy, Adventure Traveler, Biotech and Sciences to acquire a minimum of two more meetings leads.

Create a quarterly tracking form to improve targeted marketing efforts for meetings and tour travel.

Perform quarterly site visits by various staff to keep up-to-date on area attractions and hotels.

Develop baseline measurement of the number of tour operator and trade professional direct, in person, contacts made annually reaching a minimum of 300 trade contacts during FY 2014 with a 1% increase in overall leads.

Utilize “Guide to Educational and Recre-ational Experiences for Student Groups” to assist in securing two new student group tour bookings.

Create a product inventory of Australian tour operators to determine the amount of Flagstaff product currently available in that market.

12 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

FY 2013

Goal

To increase awareness of Flagstaff’s tourism-related offerings through a proactive media relations plan.

Objectives

Increase PR value of earned media by 2% through increased presence in key markets. Outcome: The total PR value of all media coverage in FY 2013 was $2,637,223.67. The PR value of CVB assisted earned media had a 249% increase from FY 2012.

Cultivate partnerships with statewide stake-holders such as the Arizona Office of Tourism, CVBs and Chambers of Commerce, to build and/or expand the knowledge of Flagstaff’s offerings utilizing memberships in organiza-tions such as the Public Relations Society of America to reach out to new media. Outcome: Successfully cultivated partner-ships with statewide stakeholders through participation in the Travel Classics West Conference which included the Arizona Media Marketplace, media marketplace events in Vancouver, BC and LA and by partnering with the Phoenix and Mesa CVBs on a media dinner in Toronto and using regional partnership funds to co-host an individual press trip with the Sedona Chamber of Commerce and Cottonwood Chamber of Commerce.

Increase fan/follower engagement on the CVB social media sites, including Twitter and Facebook, by 5% through contests, interactive elements and providing timely, up-to-date information. Outcome: Facebook interaction increase was 7.18% and 20.1% for Twitter.

Establish a blog for the CVB updated with relevant and timely information. Outcome: This continues to be an ongoing project included in the FY 2014 objectives.

Public Relations

Collaborate with the Sales and Marketing programs to create a cohesive destination message. Outcome: Submitted information on Flag-staff’s new French translation of the Route 66 Walking Tour brochure which resulted in increased requests for brochures and leads of new companies in this market. Responded to requests on Help A Reporter Out, which were requesting information on meeting destinations and connected the bureau’s Meeting and Events Specialist with an inter-view for a meetings industry publication. Collaborated with the Marketing Creative Services Team throughout the reimage and launch of new marketing campaign and website to ensure all social media accounts reflected the new imagery.

Educate the local community on the eco-nomic impacts of tourism, specifically related to product development (air service, attrac-tions, workforce, wages, etc.) and contri-butions to local agencies and/or organiza-tions through BBB funds. Outcome: Participated in four local radio interviews during National Travel and Tour-ism Week, wrote two articles on tourism for Flagstaff Business News and continues a biweekly appearance on KVNA Sunny 100.1 FM.

FY 2013 HIGHLIGHTS

After the launch of the new marketing campaign (specifically corresponding with the outdoor advertising on Phoenix light rail trains and buses) and website in June 2013 the increases for that month alone were 1,399 new likes on Facebook and 100 new followers on Twitter.

Created VisitFlagstaff profiles on Instagram and Pinterest and began posting and in-creasing followers.

132 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

In December 2012 the CVB partnered with The Travel Mom on a Flagstaff Winter Getaway Sweepstakes which received 510 entries and launched the “I Found Flagstaff” Facebook Sweepstakes on June 14, 2013. The PR staff also created and managed the Dew Downtown VIP Giveaway Sweep-stakes in January 2013.

PR staff organized individual itineraries for 41 travel journalists during FY 2013. Of these, 23 were domestic with nine coming from within Arizona. International media hosted came from France, Canada, Germany, United Kingdom, Sweden, Belgium, Austra-lia and Mexico.

Increased public relations presence in Can-ada by participating in the Arizona Office of Tourism’s Vancouver Media Marketplace and Canadian Traveler Magazine’s Discover America Day.

FY 2014

Goal

To increase awareness of Flagstaff’s tourism-related offerings through a proactive media relations plan.

Objectives

Increase PR value of earned media by 2% through increased presence in key markets.

Create a comprehensive social media plan to increase fan/follower engagement on Visit Flagstaff social media sites, including Twitter, Facebook, Instagram and Pinterest, by 3% through contests, interactive elements and providing timely up-to-date information.

Establish a blog which is updated weekly with relevant and timely information.

Increase PR value of earned media in meet-ings and tour and travel industry publications by 3%.

Film

FY 2013

Goal

Increase awareness as a filming location for feature, commercial and still photo shoots.

Objectives

Cultivate partnerships with statewide film offices to expand knowledge of northern Arizona filming locations. Outcome: Conducted northern Arizona Film Town Hall in association with the Arizona Film and Media Coalition. Attended and provided guidance to northern Arizona film collaborative and spoke at the NACOG Tourism Forum. Continued meetings and planning with statewide film office contacts.

Provide effective resources for film industry inquiries. Outcome: Continue to respond to inquiries.

FY 2014

Goal

Increase awareness as a filming location for feature, commercial and still photo shoots.

Objectives

Cultivate partnerships with statewide film offices to expand knowledge of northern Arizona filming locations.

14 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

FY 2013

Goal

Encourage visitors to extend their stay in Flagstaff through enhanced customer service programs that inform, educate and motivate visitors to return.

Objectives

Enhance relationships with front-line hotel staff and local businesses to broaden aware-ness of the Visitor Center as a premier location for regional information and collateral material.Outcome: VC staff continued to service the downtown kiosks as well as referral cards. Hosted Holiday Open House at VC.

Increase walk-in visitor figures by 2% through Referral Program, Grand Canyon Ticket Kiosk and other opportunities. Outcome: Walk-ins were down 6%.

Continue to develop and provide on-site opportunities such as educational forums, informational displays and programs that en-hance both the visitor and local community member’s experience. Outcome: Joined first Friday ArtWalk pro-viding opportunity for 12 to 18 crafters to show their work. Enlisted additional display partnerships with NAU, Snowbowl, AZ Game and Fish and others.

Coordinate with Amtrak, BNSF and other City sections/programs to improve the visitor experience at the train station through facility upgrades and enhancements.

Outcome: Coordinated with Amtrak and City facilities to enhance lighting along the platform to meet OSHA standards while still maintaining a historic quality and compli-ance with dark skies ordinance. Facilitated improvements of Amtrak information board. Enhanced facility through paint and lighting improvements at Amtrak and in hallway/bathrooms.

Coordinate efforts with the CVB promoting programs and developing messaging as to the value of the Flagstaff Visitor Center as a vital community resource. Outcome: Participated in development of improved messaging with CVB to promote VC through additional advertising oppor-tunities, i.e. 99 things to do and arizona daily sun.

FY 2013 HIGHLIGHTS

Assisted 87,272 visitors with a satisfaction rating of 98%.

Maximized partnerships through the Referral Program; received 134 referrals from front line hotel staff.

Grand Canyon Ticket Kiosk generated 517 sales.

Participated in First Friday ArtWalk to promote visitor services and local artists/crafters.

Developed and provided on-site educa-tional opportunities, such as forums, informational displays and programs to enhance both the visitor and local commu-nity’s experience.

VISITOR SERVICES

152 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

FY 2014

Goal

To continue to be the one-stop travel infor-mation destination for Flagstaff. Along with this, to enhance existing customer service programs to encourage visitors to stay lon-ger and/or revisit Flagstaff.

Objectives

Increase visitor walk-ins by 2% through enhanced programming.

Increase VC referral program feedback by 2%. Enhance the referral program by stronger engagement of hotel front line staff.

Increase awareness of Grand Canyon ticket kiosk.

Expand Visitor Center outreach to include downtown businesses located south of the train station.

Continue to create new tourism learning opportunities by reaching out to the local organizations.

Increase survey customer service ratings through interior facility enhancements.

Work with the City of Flagstaff’s Beautifi-cation program and maintenance staff to improve exterior of property.

Complete signage of Amtrak.

16 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

fy 2014 BUDGET

General Administration $251,338

Marketing and Promotions $938,314

Film $750

Public Relations $96,890

Sales $211,688

Milligan House $19,300

Visitor Services $250,078

Train Station Operations $111,300

FY 2014 Proposed Budget $1,879,658

The CVB generated nearly $6 million in BBB revenues in FY 2013, a 6.2% increase over the previous year. Looking at FY 2014, BBB tax collections are estimated to continue increasing, therefore the CVB budget is proposed to be more than $1.8 million.

FY 2014 Proposed Budget

50%

Marketingand

Promotions

13%

General Administration

1%Milligan House

11%Sales

13%

VisitorServices

Train Station

6%

Public Relations

5%

0%Film

172 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

fy 2014 MEDIA PLANThe CVB engages in a strong marketing mix to reach new and returning visitors. While our marketing efforts continue to focus on our largest inbound market, the Phoenix metro area, the FY 2014 plan will be expanded to reach residents of the Las Vegas region, as well as Cactus League Spring Training travelers. In addition to these, the CVB will take part in national and international opportunities as appropriate and continue to place media in the southern California market.

The overall media schedule has also been increased to market the seasonality of Flagstaff, promoting not only the summer season, but also focuses heavily on the fall and winter seasons. Staff will take advantage of increasing multimedia opportunities and continue to evaluate new technologies or traditional outlets that may be suitable to promote Flagstaff as a premier travel destination.

FY 2014 Allocation by Medium

5% 7%

Online Media

Print Media

Television

Outdoor 1%Other

46%

41%

FY 2014 Allocation by Market

38%

20%

12%

Phoenix/Arizona

Southern California

Las Vegas

National

International

Spring Training

2%

Meeting and Events 2%

Travel Trade

2%

Local/ Visitor Center/Other

6%

12%

6%

18 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

2013

July 10-12 Governor’s Conference on Tourism Tucson, AZ

August 22-24 Connect Marketplace Milwaukee, WI

August 28-29 Arizona League of Cities and Towns Tucson, AZ

October 5-16 France & Germany Sales Mission France/Germany

October 21-23 Destination AZ Chandler, AZ

October 28-31 Rejuvenate Marketplace Daytona Beach, FL

October 23 AOT New York Marketplace New York, New York

October 22 AOT Toronto Marketplace Toronto, Canada

October 18-25 PHX Design Week Phoenix, AZ

November 3-8 Canadian Sales Mission Montreal/Toronto, Canada

November 15-17 AAA/AZ Highways Travel Show Phoenix, AZ

December 3-6 Domestic Sales Mission Spring Training San Francisco, CA

December Navajo Nation Sales Mission Window Rock, AZ

PROGRAM OF WORK

Tour & Travel | Meetings & Events | Public Relations | Consumer/Miscellaneous

The proposed program of work is subject to change based on industry trends and needs, partnership opportunities and stakeholder input.

2014

January 12-14 American Bus Association Marketplace Nashville, TN

January 12-15 Professional Conference Management Association Boston, MA

January 27-29 Germany Media Mission Germany

February 16-19 National Tour Association Los Angeles, CA

February 24-27 Go West Summit Tacoma, WA

February Destination Showcase Washington, DC

February Spring Training Mission

February 13 ATA Unity Dinner Phoenix, AZ

March Native American Sales Mission Tuba City, AZ

April 5-9 Pow Wow Chicago, IL (Tour & Travel/PR)

May Australia Sales Mission Melbourne/Sidney/ Brisbane, Australia

May 11 National Train Day Los Angeles, CA

May 20 French Media Luncheon Paris, France

June 8-11 PRSA Travel & Tourism Conference Tampa, FL

192 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

Japanese Sales KitCVB Business Cards(Reimaged)

CREATIVE SAMPLES | PRINT COLLATERAL

APPENDIX

City of Flagstaff Comprehensive Annual Financial Report

Fiscal Year Ended June 30, 2013

2013The Flagstaff WatershedProtectionProject:ConservingFlagstaff’s Most Critical Resource

FL

AG

STA

FF,

AR

IZO

NA

FLAGSTAFF 365

FLAGSTAFF 365

F

LAGSTAFF

365

Event details subject to change, prices not included, check listed websites for updates and pricing. For local travel assistance, come to the Flagstaff Visitor Center, open daily in the historic downtown train station at One East Route 66. Call 928-774-9541. Find more events online through flagstaff365.com, a collaborative events calendar from Flagstaff Cultural Partners and the Flagstaff Convention & Visitors Bureau.

flagstaffarizona.org

The Arboretum at Flagstaff 928-774-1442 • thearb.org

Arizona Snowbowl 928-779-1951 arizonasnowbowl.com

Coconino Center for the Arts • 928-779-2300 culturalpartners.org

Lowell Observatory 928-233-3211 lowell.edu

Museum of Northern Arizona928-774-5213 • musnaz.org

Northern Arizona University928-523-5511 • nau.edu

Pioneer Museum 928-774-6272 arizonahistoricalsociety.org

Riordan Mansion State Historic Park • 928-779-4395 azstateparks.com

Sunset Crater Volcano National Monument928-526-0502 • nps.gov/sucr

Walnut Canyon National Monument928-526-3367 • nps.gov/waca

Wupatki National Monument928-679-2365 • nps.gov/wupa

September 12-18, 2013

Thursday, September 12 Back 2 School Jam, The Orpheum Theater. Featuring Hed P.E. with Special Guests:Better Left Unsaid, F.U.M.E. Bros, No Other Option, NOTHINGTOLOSE, Je2RiT. 7:30 p.m. All Ages Show! 928-556-1580 • orpheumpresents.comThursday, September 12 Aztec Stories with Michael Heralda, NAU Native American Cultural Center. Be prepared to experience the wondrous world of the Mexica/Aztecs in an interactive presentation that includes music and indigenous instruments, oral tradition stories, poetry, and enlightened narratives - all from the indigenous perspective! 7:30-9 p.m.; free. 928-523-5661 • indigenouscenter.orgFriday-Sunday, July 13-15 Summer Scenic Lift Rides, Arizona Snowbowl. A Forest Ranger talk and live music. Fri.-Sun. 10 a.m.-4 p.m. 928-779-1951 • arizonasnowbowl.com Saturday, September 14 Discovery Second Saturday: Painting the Outdoors, Museum of Northern Arizona. Explore our newest exhibit featuring Tony Foster, Sacred Places. Watercolor paints. Docent-led, hands-on activities. 2 p.m. For families, included w/admission. 2-3 p.m. 928-214-7214 • musnaz.orgSunday, September 15 Ballroom Dancing. USA Dance, Canyon Dance Academy. Ballroom dance lesson followed by open dancing. Come learn and practice social ballroom, swing, and latin dances. No partner needed. 5 p.m.-12:30 a.m. 928-814-0157 • FlagstaffDance.com Sunday, September 15 Hart Prairie Preserve Guided Nature Walks, The Nature Conservancy. Learn about birds, wildflowers, forest ecology. Bring sturdy shoes, sun protection, rain gear or jacket, and water. Every Sunday; free. (June 16-Sept. 29). 928-774-8892 • nature.org/hartprairie.govCollege of Arts and Letters, Northern Arizona University

wTues., Sept. 17 The College of Arts and Letters Film Series “The Maltese Falcon”. NAU Cline Library. Starring Humphrey Bogart 1941 nau.edu/filmseries wThrough Sept. Wall Draw IV, Beasley Art Gallery. Draw on the wall with ink and brushes from the

gallery.10 a.m.-5 p.m. T, Th, F; free. 928-523-4612 • nau.edu/CAL/Art/Galleries/Beasley-GalleryEvery Sunday Community Farmers Market, City Hall West Parking Lot. Featuring the freshest regionally grown fruits, vegetables, herbs, free range local beef, honey, jams, salsas, baked goods, tamales and more. 8 a.m.-noon (May 27–Oct.14). 928-774-7781 • flagstaffmarket.com

Through September Virga: The Hunt for Water, Flagstaff Cultural Partners. A series of large scale installations created by local Flagstaff artist Shawn Skabelund.Tue.-Sat. 11 a.m.-5 p.m.; free. (Sept. 17–Oct. 30). 928-779-2300 • culturalpartners.orgThrough September Historic Downtown Flagstaff Walking Tours by the Pioneer Museum. Meet at the Flagstaff Visitor Center. (Call for times). 928-774-6272 • arizonahistoricalsociety.org

Friday-Sunday, September 13-15 Pickin’ in the Pines Bluegrass & Acoustic Music Festival, Pepsi Amphitheater. Flagstaff’s premier music festival, workshops, contests, kids activities, vendors and more. Fri. 12-7 p.m., Sat. 9 a.m.-7 p.m., Sun.10 a.m.-6 p.m. 928-525-1695 • pickininthepines.org

Friday, September 13 Second Friday Science Night: The Physics of Energy and Thermodynamics, Lowell Observatory. Astronomers will be on hand to answer questions. Experiments at 6 p.m. and 8 p.m. and Science Talk at 7 p.m. 928-233-3212 • lowell.edu

Sunday, September 15 Wine in the Woods, The Arboretum at Flagstaff. A wine festival featuring all things local, takes place in the gardens in late summer. Showcasing local vineyards from the Verde Valley. Celebrate Arizona’s wine, food and music. 1-6 p.m. 928-774-1442, ext. 124 • thearb.org

Featured This Week

More Around Town

FEBRUARY 9 +10FEBRUARY 9 +10

2013UrbanSki andSnowboardFestival

Historic Downtown Flagstaff and Heritage Square

dewdowntownflagstaff.com

The Dew Downtown Flagstaff is a high octane, two-day urban snowboarding and skiing festival through the streets of historic downtown Flagstaff. Watch winter sports daredevils of all ages grind,

jump and shred over park benches, trash cans, guard rails and other urban obstacles.

FREE for spectators $10-20 for snowboard or ski participants. Register at dewdowntownflagstaff.com

2013 FlagstaffVisitor Guide

Guide to Educational & Recreational Experiences for Student Groups

Sales Kits (30 Reimaged Inserts)Meeting & Events, Public Relations,

Travel Services and Film

2013 Dew Downtown FlagstaffPosters, Postcards and Advertising

Historic Downtown Flagstaff Dining Map (Reimaged)

City of Flagstaff Comprehensive Annual Financial Report Covers

(COF Finance Department)

Weekly Flagstaff Happenings (Reimaged)

FLAGSTAFF CONVENTION & VISITORS BUREAU


Heather Ainardi Marketing & Public relations Manager

[email protected] W. aspen ave.Flagstaff, aZ 86001flagstaffarizona.org

Heidi Hansen cvb director

928.213.2921 / 800.217.2367928.556.1305 FaX


vis

itFla

gsta

ffFl

agst

affa

rizon

aFl

agst

afft

ouris

mv

isitF

lags

taff

vis

itFla

gsta

ffFl

agst

affa

rizon

aFl

agst

afft

ouris

mv

isitF

lags

taff

vis

itFla

gsta

ffv

isitF

lags

taff



Heather Ainardi Marketing & Public relations Manager


Heidi Hansen cvb director

928.213.2921 / 800.217.2367928.556.1305 FaX


vis

itFla

gsta

ffFl

agst

affa

rizon

aFl

agst

afft

ouris

mv

isitF

lags

taff

vis

itFla

gsta

ffFl

agst

affa

rizon

aFl

agst

afft

ouris

mv

isitF

lags

taff

vis

itFla

gsta

ffv

isitF

lags

taff

20 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

CREATIVE SAMPLES | PRINT ADVERTISING

Arizona Republic

Phoenix Magazine

Sunset Magazine Go West Tours

flagstaffarizona.org•800.789.8534

I F Y O U W E R E A Y O U ’ DCARR OT,GROW UP ORGANIC.


C O M E A S Y O U ARE,YOU GO.P L A N A S

Phoenix Magazine

Vegas Seven Magazine

Sunset Magazineflagstaffarizona.org | 800.754.6571

C O M E A S Y O U ARE, YOU GO.P L A N A S

I F Y O U W E R E A Y O U ’ DKID AGAIN,WANT YOUR MOTHER ROAD.Flagstaff is where Route 66 nostalgia meets contemporary dining and lodging options with easy access to destinations like the Grand Canyon, Sedona and Navajo Nation. Foreign-language information and Flagstaff Visitor Guide available at flagstaffarizona.org.


O U T O F T H I S B U TWORLD,WORLD, NOT OUTOF THE WAY. NOT OUTOF THE WAY.


O U T O F T H I S B U TWORLD, NOT OUTOF THE WAY.

212 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N


WAG YOUR TAIL OFF.I F Y O U W E R E A Y O U ’ DDOG,

flagstaffarizona.org | 800.754.6571

O U T O F T H I S B U T WORLD,NOT OUT OF THE WAY.

USA Today National Parks Special Edition

Arizona Republic

Vegas Seven Magazine


C O M E A S Y O U ARE,P L A N A SYOU GO.

13June20_VegasSeven_Flagstaff.indd 1 6/11/2013 11:54:02 AM

Phoenix Magazine

Las Vegas Review-Journal


I F Y O U W E R E A Y O U ’ DSNOWFLAKE,HANG AROUND LONGER.

22 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

CREATIVE SAMPLES | ONLINE ADVERTISING

232 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

AZCentral.com Frame Reskin (clickable background)

Online banners pages 22-23: AZCentral.com, AdReady,TripAdvisor.com and others

24

CREATIVE SAMPLES | OUTDOOR ADVERTISING

flagstaffarizona.org#VisitFlagstaff


149B149B



149B149B

PHOENIX LIGHT RAIL CENTER WRAP A

PHOENIX LIGHT RAIL CENTER WRAP B


I F Y O U W E R E A Y O U ’ D DOG,DOG, WAG YOURTAIL OFF. WAG YOURTAIL OFF.

149B149B

149B149B


I F Y O U W E R E A Y O U ’ D DOG,DOG, WAG YOURTAIL OFF. WAG YOURTAIL OFF.


E A S Y COME,COME,E A S Y -GOING.GOING.

PHOENIX LIGHT RAIL CENTER WRAP C

149B149B

149B149B


E A S Y COME,COME,E A S Y -GOING.GOING.


I F Y O U W E R E A N Y O U ’ DEGG,EGG, FEAR NO SIDEWALK. FEAR NO SIDEWALK.

PHOENIX LIGHT RAIL CENTER WRAP D

149B149B

149B149B


I F Y O U W E R E A N Y O U ’ DEGG,EGG, FEAR NO SIDEWALK. FEAR NO SIDEWALK.

flagstaffarizona.org #VisitFlagstaff

O U T O F T H I S B U TWORLD, NOT OUT OF THE WAY.

� verall Side Size: 110” x 234”


I F Y O U W E R E A Y O U ’ D DOG, WAG YOURTAIL OFF.

#VisitFlagstaff



E A S Y COME,GOING.E A S Y -

#VisitFlagstaff



I F Y O U W E R E A N Y O U ’ DEGG, FEAR NO SIDEWALK.

#VisitFlagstaff


Phoenix Light Rail Wraps(Installation and launch June 5, 2013)

Phoenix Metro King Kong Wraps(Installation and launch June 12, 2013)

252 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

CREATIVE SAMPLES | LOCAL/VISITOR CENTER MARKETING

Not to be missed LOCAL ARTISTS & CRAFTERS

Courtesy John DeGraff

© 2013 Danae

© 2013 Kiril Kirkov

First Friday Art Walk

to northsideconnecting southside

F

I RS T F R I D A Y A R T W

AL

K

F


AL

K

F


AL

K

F


AL

K

one east route 66, Flagstaff, AZ

BRANDY’S HOMEMADE PANCAKES

6:30 - 8:30 p.m.

ROUTE 66 WALKING TOUR -Jack Welch

5:30 p.m.

ROUTE 66 THEMED ART

FRIDAY SEPTEMBER 6th, 6-9 p.m.

Flagstaff Visitor CenterArtWalk Flyers (Monthly)

Visitor Center Reference Poster

AZ Daily Sun (Visitor Center/ArtWalk) AZ Daily Sun “Sticky” AdAZ Daily Sun (National Train Day)

AZ Daily Sun (National Travel & Tourism Week)

Bookmark Series (12 different designs)Distributed during Visitor Center events, this

giveaway works to educate residents about the value of the tourism industry in Flagstaff

The Flagstaff Visitor Center is your resource for all things Flagstaff. Stop by for local or travel information.Receive a free gift with this ad.

1 E. Route 66 in the historic train station.

FREEGIFTWhile supplies last. ExpiresAugust 31, 2013

flag

staf

fari

zona

.org

flag

staf

fari

zona

.org

As a significant economic driver for the region, the Flagstaff hospitality industry generates more than 5,400 jobs and delivers nearly $390 million in direct spending annually. Tax revenues collected through the 2% bed, board and booze (BBB) tax directly enhances the quality of life for our community.

SCHEDULE OF EVENTS Monday-Thursday 1:30-3pm

MONDAY, MAY 6 Celebrating Entertainment with Kieran Smiley

TUESDAY, MAY 7 Celebrating Local Hotels featuring booths by Fairfield Inn, Highland Country Inn, Budget Inn, Ramada Flag-staff East, Roadway Inn & Suites and Weatherford Hotel

WEDNESDAY, MAY 8 Celebrating Local Restaurants & Attractions featuring booths by Lowell Observatory, Mother Road Brewing Company and The Cottage Place

THURSDAY, MAY 9 Celebrating Local Arts & Culture featuring booths by Pickin’ In the Pines, whimsical kaleidoscopes by John Rogers and Theatrikos Theatre Company

SATURDAY, MAY 11 Celebrating NATIONAL TRAIN DAY 10am-2pm / Featuring booths by Flagstaff Model Railroad

Club, Operation Lifesaver, BNSF and more 10am / Tour of the 1926 revival Tudor-style train station 11am / Walking tour with noted historian and author, Steve Hirst 12:15pm / Historical reenactment of the 1889 train robbery

presented by Jerry Snow and the Pioneer Museum

Daily Prize Drawings for Attendees to Enter and Win!

Flagstaff Visitor Center1 E. Route 66 in the historic train station 800-842-7293flagstaffarizona.org

Join Us at the Visitor Center as

Flagstaff CelebratesNational Travel & Tourism Week

Join Us as Flagstaff Celebrates National Train DaySaturday, May 11

S C H E D U L E O F E V E N T S

10am-2pm Featuring booths by Flagstaff Model Railroad Club, Operation Lifesaver, BNSF and more10am Tour of the 1926 revival Tudor-style train station11am Historical walking tour with noted historian and author, Steve Hirst12:15pm Historical reenact-ment of the 1889 train robbery presented by Jerry Snow and the Pioneer Museum

Flagstaff Visitor Center1 E. Route 66 in the historictrain station / 928-774-9541flagstaffarizona.org One E. Route 66•Flagstaff, AZ 86001

flagstaffarizona.org•800.842.7293•928.774.9541

J O I N T H E F L A G S T A F F

VISITOR CENTER

ARTWALK.F O R F I R S T F R I D A Y

FRIDAY, SEPTEMBER 6 | 6-9PMLOCAL ARTISTS AND CRAFTERS

ROUTE 66 WALKING TOUR 5:30 PMBRANDY’S PANCAKES 6:30-8:30 PM

GOOD MORNING•buenos dias•bonjour•buon giorno•早晨

早安•guten morgen•おはようございます•Доброе утро! god morgon•bună dimineaţa•namaste•goeiemôre

Downtown Coffee HousesOpen early and within walking distance from train station

1 Downtown Diner ...........Monday-Saturday 6am-9pm Sunday 7am-6pm

2 Biff’s Bagels ...................Monday-Saturday 7am-3pm Sunday 8am-2pm

3 Macy’s Coffee House .....Daily 6am-8pm

4 La Bellavia ....................Daily 6:30am-2pm

5 Country Host Restaurant Daily 5am-10pm Located in east Flagstaff at 2285 E. Butler Ave.

Taxi ServicesA Friendly Cab .................928-774-4444

Apex Taxi ........................928-779-0000

Hurry Cab ......................928-525-3333

Sun Taxi .........................928-779-1111

For information about Flagstaff including other restaurants and lodging opportunities, visit flagstaffarizona.org

> >

>

>

Verd

e St

reet

Agas

siz

Stre

et

SAN

FRA

NC

ISC

O S

T.

LERO

UX

ST.BE

AVER

ST.

Aspen Avenue

Birch Avenue

Cherry Avenue

Dale Avenue

Elm Avenue

PHOENIX AVE.

Benton Avenue

Butler Avenue

Beav

er S

tree

t

San

Fran

cisc

o St

reet

Lero

ux S

tree

t

Mike’s P

ike

Milt

on R

oad

Elde

n St

reet

To Milton Road

Dupont Avenue

(just northof Elm Ave. on

Humphreys St.)

(just southof Butler Ave. on

San Francisco St.)

(Just northof Route 66, east

of Elden St.)

SAVE THIS TYPE

7

9

20

1

45

452

34

6364

6566

68

8

(just southof Sullivan Ave. on

Humphreys St.)

1819

50

49

67

69

(just south ofDrury Inn & Suiteson Dupont Ave.)

17

69

5

City Hall

Wheeler Park

CoconinoCounty

Courthouse

Historic Churchof the Nativity

MotorcoachDropoff

Visitor Center& Amtrak Station

High Country Conference Center

FlagstaffConvention &

Visitors Bureau

Public Library

AmtrakDepot

FRONT B

ARTW

ORK

: DO

N W

HITESIN

GER

BACK A

Tourism = Quality of Life for FlagstaffThe Flagstaff hospitality industry is a significant economic driver for the region, generating more than

5,400 jobs and delivering

nearly $390 million in direct spending annually. Tax revenues collected, specifically the bed, board and booze (BBB) tax of 2% directly enhance the quality of life for our community.

What you can do: Invite your family and friends

to visit Flagstaff.

Encourage visitors to extend their stay.

Hold your meetings and events in Flagstaff and encourage your colleagues to do the same.

Support area businesses by spending local.

Stop by the Flagstaff Visitor Center in the historic downtown train station at 1 East Route 66 for travel information.

flagstaffarizona.orgVisitFlagstaffFlagstaffArizonaFlagstaffTourism





to visit Flagstaff.










to visit Flagstaff.






For people interested in everything

from Native cultures to the exploration

of space, Flagstaff has something

to offer. The wide array of activities

by day – plus the great dining and

nightlife – make Flagstaff the ideal

place for residents and visitors to

explore all of northern Arizona.

Did you know? Flagstaff is located in the

world’s largest contiguous Ponderosa pine forest.

Pluto was discovered at Lowell Observatory in Flagstaff.

Sunset Crater Volcano is just one of more than 600 volcanoes located in northern Arizona.

There are 14.2 miles of Historic Route 66 running through the city.

Flagstaff Urban Trails System (FUTS) has more than 55 miles of hiking and jogging trails.

The tourism industry in Flagstaff generates more than 5,400 jobs delivering nearly $390 million in direct spending.


E A S Y COME,E A S Y -GOING.

VisitFlagstaffFlagstaffArizonaFlagstaffTourism














The Museum of Northern Arizona houses more than 5 million southwestern artifacts.



E A S Y COME,E A S Y -GOING.















The Museum of Northern Arizona houses more than 5 million southwestern artifacts.



J U S T O N E A N DLOOK,Y O U ’ L L B EHOOKED.


26 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

CREATIVE SAMPLES | WEBSITE AND MOBILE

Reimaged website flagstaffarizona.orgHome Page (Summer)

Reimaged InfoBytes and Flagstaff Happenings Opt-in eNewsletters

Mobile Website

Interior Pages (Seasonal designs)

28 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

Outside Magazine June 2013 Destinations 06.13 - Weekend Escapes Circulation: 675,000 Value: $908.03

Flagstaff was highlighted in the Southwest section of this Outside Magazine article that recommended 24 summer weekend destinations around the United States.

Arizona Highways April 2013 Best Restaurants 2013 Circulation: 160,000 Value: $1,500.00

The magazine’s annual best restaurants issue featured Flagstaff’s Pizzicletta this year. Photos of the restaurant appeared on the magazine cover and as a two page spread introducing the article.

Phoenix Magazine February 2013 52 Weekend Adventures Circulation: 71,058 Value: $913.28

In Phoenix Magazine’s article listing 52 weekend adventures, five Flagstaff area attractions were mentioned: Flagstaff Extreme Adventure Course, Summer Nights on the Square, Mormon Lake Lodge, Hart Prairie Road fall colors and North Pole Experience.

Sunset Magazine July 2012 Pint Size Travel Circulation: 215,000 Value: $519.73

The Flagstaff Ale Trail is the subject of a half page write-up in the July 2012 Southwest Edition of Sunset Magazine.

PRINT MEDIA COVERAGE

292 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N

F L A G S T A F F C O N V E N T I O N A N D V I S I T O R S B U R E A U

Historic Milligan House

Flagstaff Convention and Visitors Bureau 323 W. Aspen Ave.Flagstaff, AZ 86001928.213.2910800.217.2367928.556.1305 [email protected]

F L A G S T A F F V I S I T O R C E N T E R

Historic Train Station

Flagstaff Visitor Center One E. Route 66Flagstaff, AZ 86001928.774.9541800.842.7293928.556.1308 [email protected]

F L A G S T A F F C I T Y H A L L

(CVB Mailing Address)

City of Flagstaff - CVB211 W. Aspen Ave.Flagstaff, AZ 86001928.774.5281 flagstaff.az.gov

S O C I A L M E D I A

VisitFlagstaff

FlagstaffArizona

FlagstaffTourism

VisitFlagstaff

VisitFlagstaff

VisitFlagstaff

VisitFlagstaff

Flagstaff Convention and Visitors Bureau

Flagstaff Convention and Visitors Bureau

ADMINISTRATION

CVB DIRECTOR

Heidi [email protected]

ADMINISTRATIVESPECIALIST

Carrie [email protected]

MARKETING ANDPUBLIC RELATIONS

MARKETING AND PUBLIC RELATIONSMANAGER/FILMCOMMISSIONER

Heather [email protected]

PUBLIC RELATIONSSPECIALIST

Joanne [email protected]

C R E A T I V E S E R V I C E SS P E C I A L I S TC o n s u m e r W e b & m u l t i m e d i a

Michael [email protected]

C R E A T I V E S E R V I C E SS P E C I A L I S Ta d V e r t i s i n G C r e a t i V e & P r i n t

Jennifer [email protected]

SALES

M E E T I N G & E V E N T S S P E C I A L I S T

Gail [email protected]

T R A V E L T R A D E S P E C I A L I S T

Joyce [email protected]

VIS ITOR SERVICES

V I S I T O R C E N T E R M A N A G E R

Kathy [email protected]

V I S I T O R C E N T E R S T A F F

Jill [email protected]

Jay [email protected]

Jessica [email protected]

Carolyn [email protected]

Craig [email protected]

DIRECTORY

FLAGSTAFF CONVENTION AND VISITORS BUREAU211 W. Aspen Ave. | Flagstaff, AZ 86001 928.213.2910 | flagstaffarizona.org