The Arizona Hospitality Research & Resource Center (AHRRC), a unit of the Center for Business Outreach in the W.A. Franke College of Business at Northern Arizona University, conducted a year-long survey project for the Flagstaff Convention & Visitors’ Bureau (CVB). The purpose of this survey project was to gather current information about visitors to Flagstaff, which allows the CVB to update its Visitor Profile and help guide targeted marketing and product development. The AHRRC developed a visitor survey instrument, in consultation with Flagstaff CVB staff, that was consistent with state and national survey categories and with previous Flagstaff visitor survey instruments for comparison purposes. The survey gathered essential information on visitor origins, party types, trip purpose, information sources, activities and attractions visited, as well as demographics and other categories. It also gathered visitor expenditure data in the categories of lodging, restaurant/bar, transportation/gas, shopping, admissions/recreation, and “other” expenses while on the visit to Flagstaff. Using the data, the AHRRC developed a visitation estimate for Flagstaff and used the IMPLAN input-output model to calculate the total economic impact (including direct and indirect) of visitors to Flagstaff. 

As part of the Final Report, AHRRC extracted necessary elements from visitor survey data to determine the economic impact of tourism on Flagstaff (including origin, party size, length of stay, expenditures for lodging, food, amusements and retail, etc.). AHRRC used the IMPLAN input/output economic model, aggregated to the county level, to determine the total annual economic impact of visitation to the community.
Along with our visitor survey results, we will also be discussing the importance of National Travel & Tourism Week which will take place May 2 - 10, 2015.

No financial impact.

 

 

COUNCIL GOALS:
8) Improve effectiveness of notification, communication, and engagement with residents, neighborhoods and businesses and about City services, programs, policies, projects and developments.
Goal #8 will be achieved through sharing our survey information in regards to our overall marketing program.

9) Foster relationships and maintain economic development commitment to partners.
Goal #9 will be achieved by providing the community with resources that meet or exceed expectations through increased BBB revenues.

REGIONAL PLAN:
Regional Plan Goal: ED. 6.Tourism will continue to provide a year-round revenue source for the community, while expanding specialized tourist resources and activities.

No.

n/a.

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