4.
City Council Combined Special Meeting/Work Session
- Meeting Date:
- 09/08/2015
- Co-Submitter:
- Heidi Hansen, Economic Vitality Director
- From:
- Heather Ainardi, Marketing & PR Manager
TITLE:
Visit Cool Update
RECOMMENDED ACTION:
Update only - no action required
Executive Summary:
The Flagstaff Convention and Visitors Bureau (CVB) recently launched a year-long #VisitCool campaign. The #VisitCool campaign is an extension of last years' Flagstaff Cool Zone success and includes a second year of the Flagstaff Cool Zone installation along with Valley-wide activations, targeted advertising and specialty promotions. #VisitCool targets Phoenix metro area residents and visitors highlighting the cooler climate in Flagstaff through the summer and "cool" atmosphere and vibe of Flagstaff during the winter months. As a kick-off to this promotional campaign, the CVB had interactive ice features throughout the Phoenix metro area during the Fourth of July weekend.
This update includes the #VisitCool launch which occurred over the Fourth of July weekend, along with the re-installation of the Flagstaff Cool Zone featuring new and interactive elements and our unveiling event in the Legends District.
This update includes the #VisitCool launch which occurred over the Fourth of July weekend, along with the re-installation of the Flagstaff Cool Zone featuring new and interactive elements and our unveiling event in the Legends District.
Financial Impact:
The #VisitCool promotion has been built into the Flagstaff Convention and Visitors Bureau advertising budget. The Flagstaff Cool Zone is budgeted as a one-time allocation of $65,000 with the expectation of at least $40,000 of cost recovery through partnerships. At this time the Convention and Visitors Bureau has received more than $42,000 (cash and in-kind) to support the #VisitCool promotion.
Connection to Council Goal and/or Regional Plan:
COUNCIL GOALS:
Goal #3: Improve effectiveness of notification, communication, and engagement with residents, neighborhoods and businesses and about City services, programs, policies, projects and developments
- By partnering with area businesses and utilizing tourism industry partners to help promote Flagstaff, we continue to enhance relationships with city-wide businesses.
Goal #9: Foster relationships and maintain economic development commitment to partners
- Tourism is a strong economic driver for Flagstaff and the #VisitCool promotion continues to enhance this business sector.
REGIONAL PLAN GOAL:
Goal # ED.6: Tourism will continue to provide a year-round revenue source for the community, while expanding specialized tourist resources and activities.
Goal #3: Improve effectiveness of notification, communication, and engagement with residents, neighborhoods and businesses and about City services, programs, policies, projects and developments
- By partnering with area businesses and utilizing tourism industry partners to help promote Flagstaff, we continue to enhance relationships with city-wide businesses.
Goal #9: Foster relationships and maintain economic development commitment to partners
- Tourism is a strong economic driver for Flagstaff and the #VisitCool promotion continues to enhance this business sector.
REGIONAL PLAN GOAL:
Goal # ED.6: Tourism will continue to provide a year-round revenue source for the community, while expanding specialized tourist resources and activities.
Previous Council Decision on This:
Yes; this is the second year of the Flagstaff Cool Zone installation. The contract for this installation has been approved by City Council both years.
Options and Alternatives:
The presentation is for information purposes only.
Background/History:
The Flagstaff Cool Zone was already approved by the Council earlier in the year. This update is to share the launch of the entire #VisitCool campaign.
Key Considerations:
Information Only.
Expanded Financial Considerations:
None
Community Benefits and Considerations:
The community benefits are the increases in BBB tax revenues that continue to enhance our overall quality of life in Flagstaff.
Community Involvement:
Collaborate
Expanded Options and Alternatives:
None