Consideration and Approval of the Flagstaff Cool Zone Purchase: Purchase of a signage asset (sign or design element within a specified area) with Legends Entertainment District located in downtown Phoenix.

This action will allow the Flagstaff Convention and Visitors Bureau (CVB) to purchase a signage asset in downtown Phoenix for an entire year. This signage asset will help promote Flagstaff as a year-round destination and draw our largest target market to our city.

The $65,000 for the Flagstaff Cool Zone with Legends Entertainment District has been requested as a one-time purchase from the Tourism Fund Balance for FY2015. We will also have sponsorship revenues to offset the expenditures.

Retain, expand, and diversify economic base

No, discussion began during the FY2015 Council Budget Hearings on April 23, 2014.

Option A: Approve the purchase for the signage asset with Legends Entertainment District
Option B: Reject the purchase for the signage asset with Legends Entertainment District

The Flagstaff Cool Zone will be an approximate 45' wide by 35' deep area that will be cooled by a robust misting system. This area will be used for partners of the Legends Entertainment District, Phoenix Suns, Phoenix Mercury, and the Arizona Diamondbacks to interact with pedestrians going in and out of games and other high profile events located within this district in downtown Phoenix. The dates are July 1, 2014 - June 30, 2015. Location is Jefferson Street between 3rd Street and 4th Street, located on the most active light rail stop in downtown Phoenix.

The CVB would like to ensure a July 1, 2014 activation date. This signage asset was negotiated by CVB staff and an added value was secured for eight activation events outside the Flagstaff Cool Zone location, as well as limited suite tickets for partners to attend games. The CVB is responsible for executing new and creative marketing strategies to draw visitation to Flagstaff and the Flagstaff Cool Zone offers us that creativity and will be located in downtown Phoenix for an entire year, including during Super Bowl 2015. The Legends District has over eight million visitors a year that attend over 700 events.  With the Flagstaff Cool Zone in place, we will have an ability to capitalize on these visitors and draw their interest to Flagstaff.

A portion of the $65,000 cost for the Flagstaff Cool Zone is intended to be offset by local sponsorship participation.  CVB staff has already approached several area attraction stakeholders and they are supportive of our innovative marketing efforts and have expressed interest in participating.

The Flagstaff Cool Zone opportunity benefits our community as it creates year-long awareness of Flagstaff that will draw visitors to our destination and in turn help increase our BBB revenues.

Consult - The CVB staff presented this idea to the Tourism Commission on March 25, 2014 and was recommended by the Commission. Collaborate - The Cool Zone gives the CVB the opportunity to work with our area stakeholders in regards to sponsorships, as well as participation at the activation events and games.