Tempe Convention And Visitors Bureau Inc

DIRECT PROMOTION OF TOURISM THROUGH MARKETING PROGRAM DESIGNED TO ATTRACT AN INCREASING NUMBER OF VISITORS AND CONVENTION DELEGATES TO TEMPE WHICH WILL CONTRIBUTE TO THE OVERALL GROWTH OF THE COMMUNITY

WE PLACED ADVERTISEMENTS IN OUR PRIMARY TARGET MARKETS INCLUDING ARIZONA, LOS ANGELES, LAS VEGAS, SAN FRANCISCO BAY AREA, UTAH, COLORADO AND NEW MEXICO. THE ADS WERE A MIXTURE OF PRINT, RADIO, OUTDOOR, DIGITAL AND ONLINE BANNERS. THE MEDIA OUTLETS SELECTED HAD A COMBINED TOTAL OF CIRCULATION AND IMPRESSIONS OF 56,017,510. THE GOAL OF OUR ADVERTISING IS TO CREATE BRAND AWARENESS, EXPOSE TEMPE TO WOULD-BE TRAVELERS, PROVIDE A CALL-TO-ACTION FOR MORE INFORMATION AND INSPIRE CONSUMERS TO VISIT TEMPE AND STAY IN TEMPE. WE RECORDED A TOTAL OF 3,264 REQUESTS FOR INFORMATION, ALL OF WHICH RECEIVED OUR TEMPE VISITOR'S GUIDE. BASED ON OUR CONVERSION FORMULA OF TRAVELERS RESPONDING TO OUR ADVERTISING, WE ESTIMATE THAT OUR ADVERTISING RESULTED IN A TOTAL ECONOMIC IMPACT OF $1,305,974 IN FY21/22.

OUR SPORTS MARKETING EFFORTS INCLUDE MARKETING TEMPE TO NEW SPORTS RIGHTS HOLDERS AND WORKING WITH OUR EXISTING EVENTS TO ENSURE THEY ARE SUCCESSFUL. THE GOAL OF MARKETING IN THIS SEGMENT IS TO GENERATE ROOM NIGHTS FROM BOTH SPORTS PARTICIPANTS AND THEIR FANBASE. THIS IS AN IMPORTANT MARKET BECAUSE THE INDIVIDUAL AND TEAM SPORTS ATTENDEES USE MULTIPLE HOTELS OVER THE WEEKENDS, TRAVEL TO TEMPE DURING NEED PERIODS AND TEND TO BE RECESSION PROOF. THEY ALSO TEND TO BE ANNUAL EVENTS WHICH HELPS OUR HOTEL PARTNERS PREDICT THEIR AVAILABLE ROOM INVENTORY IN ADVANCE. IN FY21/22 WE RECORDED 30 SPORTS BOOKINGS, 8,288 ROOM NIGHTS BOOKED AND 36,672 ATTENDEES. BASED ON OUR CONVERSION FORMULA FOR THE SPORTS MARKET, WE RECEIVED AN ESTIMATED ECONOMIC IMPACT OF $33,226,092. OUR GROUP MARKETING EFFORTS INCLUDE MARKETING TEMPE TO MEETING AND EVENT PLANNERS AND WORKING WITH OUR BOOKED PROGRAMS TO ENSURE THEY ARE SUCCESSFUL. THE GOAL OF MARKETING IN THIS SEGMENT IS TO GENERATE ROOM NIGHTS FROM CORPORATE, ASSOCIATION, SOCIAL, MILITARY, EDUCATIONAL, RELIGIOUS AND FRATERNAL MEETINGS AND EVENTS. THIS IS AN IMPORTANT MARKET BECAUSE MANY OF OUR HOTELS RELY ON GROUP BUSINESS FOR INCREASED ROOM NIGHTS AND FOOD AND BEVERAGE SALES. HOTELS ALSO FIND THIS VALUABLE AS THEY CAN BETTER PLAN FOR THE YEAR AHEAD KNOWING WHEN LARGE GROUPS WILL BE IN-HOUSE AT THEIR PROPERTY GIVING THEM THE ABILITY TO FOCUS ATTENTION ON SELLING NON-BOOKED ROOM NIGHTS IN ADVANCE. IN FY21/22 WE RECORDED 66 GROUP BOOKINGS, 9,827 ROOM NIGHTS BOOKED AND 10,421 ATTENDEES. BASED ON OUR CONVERSION FORMULA FOR THE GROUP MARKET, WE RECEIVED AN ESTIMATED ECONOMIC IMPACT OF $9,581,254.

OUR DIGITAL MARKETING STRATEGY INCLUDES CONTENT DEVELOPMENT, SEARCH ENGINE OPTIMIZATION, PAY-PER-CLICK ADVERTISING, SOCIAL MEDIA, BOOSTED AD PLACEMENTS AND A DIRECT LINK THROUGH OUR ADVERTISING EFFORTS. THE GOAL OF OUR ONLINE MARKETING STRATEGY IS TO PROVIDE RELEVANT INFORMATION IN AN INSTANT TO ANYONE SEARCHING FOR TRAVEL TO TEMPE. THE INFORMATION PROVIDED IS INTENDED TO INSPIRE TRAVELERS THROUGH WRITTEN CONTENT AND VISUAL CONTENT SUCH AS PHOTOS AND VIDEOS. THE WEBSITE IS OUR PRIMARY CONNECTION TO THE PUBLIC AND IT IS CRITICAL THAT WE CONSTANTLY ENSURE THAT THE SITE IS OPTIMIZED, CONTAINS UP-TO-DATE INFORMATION AND PROVIDES THE END USER WITH THE INFORMATION RELEVANT TO THEIR NEEDS. IN FY21/22 WE RECEIVED A TOTAL OF 978,333 VISITS TO OUR WEBSITE: WWW.TEMPETOURISM.COM. WE ALSO RECORDED A TOTAL OF 5,080,434 SOCIAL MEDIA INTERACTIONS. BASED ON OUR WEBSITE CONVERSION FORMULA, WE ESTIMATE THAT THROUGH OUR DIGITAL EFFORTS WE GENERATED AN ECONOMIC IMPACT OF $15,560,558.