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Arizona Snowbowl Shares Vision for Next Chapter

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“Our job, as I see it, is to make sure that people take home the memories they come for,” said retired Forest Service Chief Tom Tidwell. “That includes furnishing the services they need – the roads, the slopes, the facilities, and everything else. It should include using the infrastructure of ski areas to help meet recreational demand year-round.” n the heels of the longest ski season in history, and answering the Forest Service’s call to utilize existing mountain resort infrastructure as a portal to the National Forest to satisfy growing recreational demand, Arizona Snowbowl is sharing its vision for the future. The Flagstaff mountain resort is seeking to enhance the existing guest experience, meet current demand, provide year-round outdoor recreation activities and benefit the community with additional partnerships and a greater economic impact.

Arizona Snowbowl, operating on 777 acres of public land since 1938 under a Forest Service permit, is crafting its new Master Development Plan addressing improvements within the existing boundaries of the mountain resort, as required by the Special Use Permit issued by the Coconino National Forest. The current plan, which included snowmaking, was approved in 2005 and is near completion.

 

Facilities, Infrastructure

A third-party analysis completed by SE Group, a leading mountain resort consulting firm, determined that the comfortable carrying capacity at Snowbowl is currently 3,870 visitors per day; however, guest services, dining expectations and parking facilities are deficient. “It’s not uncommon for guests to experience long food lines, a lack of seating in the lodges and insufficient restrooms,” said General Manager J.R. Murray. “We, too, want our guests to go home with fond memories of their time on the mountain. In order to achieve this, we are planning for a capacity of 4,500 people, to provide a great experience on even the busiest holidays.”

As a result, Mountain Capital Partners, the Snowbowl management group, is conceptualizing new facilities and infrastructure within the resort’s boundaries: increasing space for guest services on-mountain (including food & beverage, ticketing, rentals, lessons, retail), plus additional space within the base area, adding parking for cars and buses, and a small medical clinic in the winter.

Winter Lifts, Trail Enhancements

Plans also include two new chairlifts serving beginner and intermediate skiers, and five additional trails accessible to snowmaking operations. Snowbowl, where Arizona learns to ski, boasts the largest beginner terrain in the Southwest, which includes the state-of-the art Terrain Based Learning program and conveyor lifts. The mountain resort has a growing Adaptive Snowsports Program, plus discounts for veterans and those serving active duty. In addition, full-price lift tickets come with three free lessons.

“It’s no secret that we’re passionate about creating skiers and making the sport accessible to everyone,” said Managing Partner James Coleman of Mountain Capital Partners. “We are guided by our mission ‘Skiing First’ and are committed to keeping winter a top priority. I’m confident the proposed improvements will enhance the experience for expert and beginner skiers alike.”

As part of Coleman’s commitment to making skiing affordable, Snowbowl will also continue to offer Power Kids, a free season pass for children ages 10 and younger. No parent purchase is required, and this pass is valid every day of the 2019-2020 season.

Night Skiing; Winter Tubing

To provide safe, managed snow play activities, Snowbowl has identified the opportunity to provide a winter tubing facility on its lower, western slope. In addition, the mountain resort will be working with the Flagstaff Dark Skies Coalition to incorporate acceptable lighting fixtures for evening skiing on lower elevation slopes during weekends and holidays. “By offering limited night skiing on 1% of the mountain’s skiable acreage, we’ll be able to provide additional outdoor recreation opportunities for local youth and groups,” said Murray. “This will also help to disperse crowds and traffic, as skiers stay later on the mountain.”

Year-Round Activities

It has been said that Flagstaff is the outdoor recreation capital of the state and tourism figures show adventure seekers are flocking to Northern Arizona in record numbers, searching for new outlets to satisfy their craving for four-season outdoor recreation. “More than half of Snowbowl’s visitors come from the Phoenix area in search of snow play activities in the winter and opportunities to bike, climb and hike through the National Forest in the summer and fall,” said Murray.

Nearly 60 percent of Arizona residents in the 1st Congressional District participate in outdoor recreation. “Currently, the scenic chairlift operates from May to mid-October, which is very popular, and we’re seeing a positive response to the additional activities like summer tubing and a bungee trampoline that were added last year, but guests arrive expecting more. We have the ability to support healthy lifestyles by offering additional features that keep people outdoors and active, enjoying and appreciating all that the Coconino National Forest has to offer,” said Murray.
To accommodate the growing demand, U.S. Agriculture Undersecretary Jim Hubbard, whose responsibility includes the oversight of the Forest Service, calls mountain resorts “lifelong partnerships” in the effort to provide recreational opportunities. Activities now common at other mountain resorts and conceptualized at Snowbowl include: mountain biking, mountain coaster, alpine slide, zip-line tours, expanded disc golf, a climbing wall and outdoor concerts.

 

Economic Impact; Community Partnerships

The Alliance Bank Economic Policy Institute, with the W.A. Franke College of Business at Northern Arizona University, recently published a report estimating Snowbowl’s direct economic contribution to the region at more than $58 million annually stemming from expenditures for payroll, operations and capital projects while supporting more than 700 jobs.

“This past season we introduced two Community Benefit Days, which benefited the Northland Family Help Center and the National Forest Foundation. Our total philanthropic efforts from the 2018-2019 season generated approximately $93,000 for non-profit organizations. We envision a future where our partnerships continue to flourish as Snowbowl is involved in more local efforts. We are excited about brainstorming further outreach possibilities,” said Murray.

Snowbowl’s future plans also include provisions for forest restoration projects, including fuel reduction.

The mountain resort expects to submit its list of proposed projects to the Forest Service this fall. The NEPA (National Environmental Policy Act) process, which includes public input, is anticipated to begin when detailed project plans have been completed. The earliest implementation of the proposed projects would occur in 2021. QCBN

For more information, visit Snowbowl.ski.

Volunteering to Keep Hikers Safe in the Canyon

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Education, self-assessment and planning are guidelines voiced repeatedly by the Grand Canyon National Park Service to ensure that hikers “Hike Smart” and understand the meaning of the adage, “Down is optional; up is mandatory.” Helping to ensure safety are Prevention Search and Rescue (PSAR) volunteers stationed on the trails.

Implemented in 1997, PSAR was created as a result of increased heat-related illnesses on Grand Canyon trails.

“District Rangers from south, north and inner canyon were having to leave their posts for distress calls along the trails,” said Meghan Smith, acting PSAR supervisor. “The PSAR program was created so we can be stationed at precise areas. We’ve grown into a group of five to seven seasonal rangers with one year-round permanent supervisor. When the program started, we had 30 volunteers and now have 75, with a waiting list.”

PSAR volunteers must attend an annual two-day training and have a current CPR and Wilderness First Aid Card. “They carry basic medical supplies, water, electrolyte powder, salty snacks and a radio,” said Smith. “They are not medically qualified by NPS, but the seasonal staff do carry diagnostic kits to check blood pressure, sugar and oxygen level.”

Volunteer PSARs also shadow rangers as part of their training and are required to do seven hiking patrols per season.

PSARs talk to hikers on the trail, answer questions, offer advice and make recommendations as to how far to hike. Smith says the PSARs also offer information on weather and heat conditions and provide hiker assist.

“Hiker assist is when we take action and do something for someone. For example, a hiker might have separated from the group and is feeling a little anxious,” said Smith. “One of our volunteers will stay with that person and give emotional support.”

Ann Scott is in her fourth year as a PSAR volunteer. “When I visited the Grand Canyon in 1988, I fell in love with it. All I wanted to do was come back. It was like a magnet. I love talking to the visitors on the trail and offering advice on how to have a safe and enjoyable hike below the rim. It is like an extension of my first summer job as a lifeguard. The main difference is that lifeguards rescue people after they get in trouble, but PSAR rangers try to give them information and advice so they don’t need to be rescued.”

Retired NAU Physiology Professor Stan Lindstedt says his background was ideal for the PSAR program. “I had a very active research program working on muscle physiology. This was a good head start for the PSAR program. I always said my job as a professor was the best in the world. Now that I’m a PSAR volunteer, I feel I have the best second career.”

Lindstedt is often exhausted leaving the trail at day’s end but calls it “a wonderful kind of exhaustion.” He says the NPS staff in charge of the program is outstanding. “They are probably the best administrators I have had the privilege of working with. It is apparent that everyone involved in this program is visitor-centered. Our collective goal is maximizing the enjoyment of all visitors.”

The volunteer PSAR season runs from April through October. Volunteers patrol the Bright Angel and South Kaibab trails and, when possible, patrol North Kaibab, Hermit and Grandview trails. “We cover them all when we can, but when we can’t, we focus on the more populated trails,” said Smith.

One of the main supporters of the PSAR program is the Grand Canyon Conservancy (GCC), which outfits rangers and volunteers with top-of-the-line gear. “We provide radios, backpacks, sleep kits and other equipment,” said Mindy Riesenberg, director of marketing and communications for GCC.

With summer almost here, Smith is adamant that hikers understand the dangers of heat illness, know the warning signs of dehydration and their limits when hiking. “Headaches, dizziness, nausea, vomiting, cramping and decreased urine output are signs of heat illness.” QCBN

Tourism Marketing Paying Dividends for Prescott 

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What seemed initially a modest annual investment, $36,000, has resulted in major dividends for the City of Prescott and local businesses, said City of Prescott Community Outreach Manager John Heiney.  

Heiney told Prescott City Council members, “All indications are that tourism statistics – number of visitors, dollars spent and taxes collected – are up substantially because of our relationship with Front Burner Media.” 

During his remarks at a Nov. 27 City Council meeting, Heiney requested approval of a professional services contract for $36,000 for the coming year. The request was approved.  In fact, two council members, Phil Goode and Billie Orr, praised the tourism marketing efforts, saying those efforts brought people to the community and increased tax revenues that supported other city projects. 

For the past three years, the City of Prescott Tourism Office has worked with Heather Hermen, founder and owner of Front Burner Media, a Sedona-based marketing and public relations firm.  

Heiney told the council, “Heather is able to spend time to research advertising and marketing opportunities, negotiate rates and deals and gain additional exposure for Prescott through her connections. As a result, we’ve received better placement in publications, more mentions in print and additional exposure as a destination to visit.” 

Heiney cited examples: 

  • $14.2 million in media value exposure, reaching an estimated 39 million domestically and internationally, including China, Germany, Canada, the United Kingdom.  
  • Increased exposure on the “Visit Prescott” website: in 2017, 93,000 users; based on current figures, more than 125,000 users in 2018. 
  • Hotel occupancy rates: up 2.8 percent over last year.  
  • Bed Tax collections: up almost 5 percent over last year. 

Heiney emphasized the annual $36,000 contract with Front Burner Media is budgeted from the Bed Tax, which is generated from out-of-town visitors.   

Data collected by the Prescott Chamber of Commerce shows that walk-in visitors are up 52 percent, from 1,687 in October 2017 to 2,571 in October 2018. 

A 30 percent increase occurred with phone inquiries: 1,131 in 2017; 1,633 in 2018. 

Robert Coombs, visitor information center manager for the Chamber, said inquiries and walk-ins from international visitors are up significantly from the past. 

Thousands of tourists visit the visitor center in the Chamber office at 117 W. Goodwin in downtown Prescott. QCBN 

By Ray Newton, QCBN  

Photo by Ray Newton 

 

Local Chef On Stage at Smithsonian Food History Weekend  

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Chef Jason Flores lets his regional roots influence his menu at Shadowrock Tap + Table in Sedona. Perhaps that is why The Smithsonian National Museum of American History chose him to appear at the recent Smithsonian Food History Weekend. One of only six chefs asked to participate in the event’s live cooking demonstrations, Chef Flores discussed his family food traditions and of the importance of wild game in regional American cookery. The theme of the three-day weekend, “Regions Reimagined,” explored the history and changing dynamics of regional food culture in the United States.  

The Executive Chef at the Hilton Sedona Resort at Bell Rock joined other notables such as Celebrity Chef Aarón Sánchez of Food Network’s hit series “Chopped” and Chef Sean Sherman whose book, “The Sioux Chef’s Indigenous Kitchen,” was awarded the 2018 James Beard Award for Best American Cookbook. In addition to the chefs, others, including scholars, farmers, food entrepreneurs and writers, gathered at the Smithsonian conference to look at how regional food has redefined and reimagined communities across the nation. 

Although Chef Flores now embraces his Oklahoma regional influences, that was not always the case. “I wanted to do just fine dining,” explained the chef, who graduated from Le Cordon Bleu College of Culinary Arts Scottsdale. His decade of professional experience in the hospitality industry is marked by notable roles at iconic resorts such as Hotel Del Coronado, La Quinta Resort and Club, Waldorf Astoria and Arizona Biltmore, a Waldorf Astoria Resort.  

“But as I go further along in my career, the way that we cooked [at home] means more to me,” the accomplished chef revealed.  

Flores was asked to participate in the previous year’s annual foodie event, but it coincided with his 2017 move to Sedona, so he side-stepped the opportunity. He was contacted again in 2018.  

“The Smithsonian National Museum of American History was interested in the way I grew up and what my dad, mom and grandma taught me. I submitted about 15 recipes, some family, some my own or variations of recipes that I’ve seen. They were supposed to choose one recipe, but they chose two: Buttermilk Fried Squirrel and Pimento and Smoked Cheddar Biscuits. I added a third, Wild Boar Chorizo, that I made in-house here [at Shadowrock Tap + Table],” he said. 

“I had things coming from all over the country to join me in Washington, D.C.,” said a smiling Chef Flores, who sent the house-made chorizo to himself via an overnight shipping service the day before he left Sedona. Fresh squirrel came from Louisiana. 

“The squirrel was wild, harvested by a hunter named Swallow in the bayous of Louisiana. It took him awhile, but he got some,” said the chef, whose dad taught him how to hunt, fish and trap. “I can’t tell you how many times I’ve eaten squirrel. In Granny’s day, squirrel was common,” said the culinary expert. 

“The trick is to soak the squirrel in buttermilk overnight. That pulls out the wild game flavors. Then I drench it in flour and pan fry it. I know that this is cliché-ish, but it tastes like chicken. A little like the taste of the dark meat.” 

“We had a big Sunday dinner after we all went to church. Granny called it ‘supper’ and it was ready around noon or one o’clock. In the winter, we ate what Granny had put up in jars. In the summer, I helped Granny pick and hoe the garden. I got paid in pickled beets. I still love pickled beets.”  

Today, Flores makes pickled vegetables in the kitchen of Hilton Sedona Resort. “I just put up vodka pickles for the bar’s bloody marys, made with 50 percent pickle juice and 50 percent vodka.”  

 

Changing Dynamics of Regional Food Cultures  

“[At the Smithsonian,] we had people from the South, North and both coasts that represented pockets of cuisine around the country. We talked a lot about the blurring of lines – about how the food is changing. 

“Food transcends everything. Can you take Southern ingredients and make it Latino? Sure, you can. How do you take things and twist them? There are things on my menu here that are blended. Smoking is a big deal where I’m from, and my smoked salmon is done very Southern. In the Northwest where we think of salmon originating, they smoke it slowly over alder wood that has a subtle flavor. Mine is smoked over mesquite or hickory, fairly hot and fairly quickly,” he said.  

Flores says he loves the flavors of the Southwest and the way that they are done with mesquite. “It mingles well with the Southern style.” The brisket hash on the Hilton’s breakfast menu is a good example of his Southwest-Southern fusion. The brisket is smoked in hickory wood, a Southern favorite and made with ancho chiles, topped with chipotle hollandaise and served with corn tortillas. Flores’s pimento and cheddar biscuits also appear on the breakfast menu. “I’ve been making the biscuit dough since I was a kid. It lends itself to whatever you want to put in it.”  

“I’m an Okie, but I live in the desert. [At the conference,] we were talking about the Depression era when the Okies and Arkies went to the West Coast. My great-grandparents were part of that – they went to Bakersfield, California, to pick fruit. After World War II, my grandparents moved back to Oklahoma and started a concrete company.” Flores was born in the Sooner State and it was there that he learned to cook in his Granny’s kitchen. 

Flores was clearly honored to be part of the Smithsonian. “I’m just a kid from Oklahoma. You strive for things like this in your career.” QCBN 

By Stacey Wittig, QCBN 

Shadowrock Tap + Table 

Hilton Sedona Resort at Bell Rock 

90 Ridge Trail Drive, Sedona, Arizona 86351 

928-284-4040 

hiltonsedonaresort.com  

 

Photo caption: 

Chef Jason Flores says he loves the flavors of the Southwest, the way food is cooked with mesquite and how it blends with Southern cooking. The brisket hash on the Sedona Hilton’s breakfast menu is a good example of his Southwest-Southern fusion. 

Photo by Stacey Wittig 

Arizona’s Christmas City Attracting Thousands

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 Prescott’s reputation as one of the best communities to celebrate the Christmas holidays continues to grow. In November, Prescott was named “…one of America’s best small towns for Christmas” by the national publication Country Living.

Thousands of visitors are expected to join locals as they participate in the ever-expanding schedule of activities that caused then-Governor Rose Mofford in 1989 to name Prescott as “Arizona’s Christmas City.”

 

Concerts, Parade, Courthouse Lighting

People have a choice of two concerts on Friday, Dec. 1. One is “In the Christmas Mood” at 7 p.m. at the Elks Theatre in downtown Prescott; the other is “Let the Season Begin” at 7:30 p.m. in the Yavapai College Performing Arts Center (PAC).

Christmas celebrations continue Saturday, Dec. 2, when the streets surrounding Courthouse Square are packed with spectators for the 35th annual Christmas Parade. Beginning at 1 p.m., The “Cowboy Christmas”-themed parade will feature dozens of floats, bands, horses, decorated vehicles and scores of marching groups and organizations.

Later that evening, at 6 p.m., the switch will be turned on for 63rd annual lighting of the 101-year old Courthouse. That will be followed by caroling.

That same evening, Sharlot Hall Museum has a 6 p.m. open house, “Frontier Christmas,” featuring Living History interpreters sharing tales of Frontier Prescott.

 

Acker Night Tradition in 29th Year                                                                                  

More than 100 community musicians will perform in various businesses and shops in downtown Prescott beginning at 5:30 p.m., Friday Dec. 8. The event begins with a community sing-along of Handel’s “Hallelujah Chorus.” Acker Night, made possible because of a bequest from the estate of pioneer Prescott businessman James Acker, is a fundraiser for art and music scholarships for qualified students.

That same weekend, Sunday, Dec. 10, the Prescott POPS Symphony Orchestra will perform traditional seasonal favorites during a 3 p.m. concert at the Yavapai College PAC.

Just a few days later, the heartwarming Irving Berlin “White Christmas, The Musical” will be performed at 7 p.m., Dec. 14-17, in the Yavapai College PAC.

Many other programs and performances will be ongoing during the holidays, especially in the many churches throughout the community. Those can be found by looking online or by checking local calendars.

 

New Year’s Eve Boot Drop

Thousands of revelers will gather in downtown’s Historic Whiskey Row for the 7th annual Boot Drop. The six-foot illuminated boot is slowly lowered down a 40-foot flagpole from atop the Palace Saloon and Restaurant. One participant said last year, “Even though it isn’t New York City and Times Square, I’ll bet we have more fun than they do.” QCBN

 

For more holiday event information, contact the Prescott Chamber of Commerce at 928-445-6000 or visit Prescott.org.

 

By Ray Newton, QCBN

 

Photo by Ray Newton

 

 

           

 

 

Airport Expansion Aggressively Underway

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For more than a decade, ongoing discussions and recommendations about expanding the Prescott Municipal Airport, Ernest A. Love Field, have consumed hundreds of hours in deliberations and thousands of dollars in studies.

But now, it appears steps are being taken to expand the airport, perhaps starting with the almost 70-year-old passenger terminal.

The recent announcement of the formation of Friends of the Prescott Airport (FPA) group has already resulted in some significant contributions to initiate construction of a new terminal. According to Prescott Mayor Harry Oberg, a local doctor, Hojat Asker, M.D., contributed $10,000, and his colleagues at the Thumb Butte Medical Center kicked in another $15,000.

The goal set by the group has been announced as $3 million from the private sector. It is hoped, Oberg said, that private-public partnerships will emerge and raise substantial funds to dedicate toward terminal construction.

The Arizona Community Foundation is handling the receipt of contributions.

Beyond that forward movement, Delta Airport Consultants (DAC) was in Prescott recently to report on its findings for the Airport Master Plan. It was the organization’s third Open House for the public.

During a public presentation Nov. 1 at the Embry-Riddle Aeronautical University Student Union Building, Douglas E. Sander, DAC program manager from Raleigh, North Carolina, spent more than 90 minutes sharing study results about primary airport facilities. Included were recommendations about runways, taxiways, hangers, relocation of the control tower and support facilities. Implementation of such recommendations may be spread across a 20-year period, he noted.

Delta Airport Consultants was chosen in August 2016 following a review of its research proposal that focused upon preparing a comprehensive master plan. The company has a history of almost 40 years of specialized aviation and airport planning.

An audience of an estimated 50 community residents listened to recommendations and asked questions about each of the specific recommendations presented by Sander and his consulting team.

During the question and answer period, it was noted that passenger enplanements for commercial flights have been increasing on Great Lakes Airlines. All indicators were that commercial flights would continue to attract more passengers.

Sander emphasized that even if all recommendations were reviewed and adopted this spring, it might take three to five years before the FAA and other agencies issued final approvals.

Jessie R. Baker, assistant airport manager, later said that City of Prescott officials would review the recommendations and choose desirable options based on recommendations of professional airport staff, consultants, public input and cost estimates.

Baker said those alternatives will be considered and placed on the agenda for a public meeting in February.

Baker said all options and alternatives must be reviewed and approved by the Federal Aviation Authority before any major activity occurred. “I am very excited with the feedback and support we have received from the public in regard to airport expansion and its future development,” she said. “The level of involvement from the public, not only in Prescott but also the surrounding communities, has been amazing.” QCBN

Specific details about master plan recommendations can be found online at prcmasterplan.com.

Photo by Ray Newton

 

 

 

Cliff Castle Expands NonSmoking Section

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Photo L to R: James Perry, Director of Marketing; Kimberly Miranda, Director of Finance; Jonathan Hood, Casino Manager; Ron Ingoglia, Director of Slots; Danny Gutierrez, General Manager.

Cliff Castle Casino Hotel in Camp Verde, AZ, is proud to announce the opening of their expanded non-smoking area. With 108 of the most popular slot machines, Cliff Castle Casino now has the largest non-smoking casino area in the state of Arizona.

James Perry, Director of Marketing at Cliff Castle Hotel, said, “We are responding to our guests’ requests for a non-smoking slot area.  This new section of the casino floor will connect directly to the new hotel, which will be entirely smoke free as well. We are very excited to have the largest non-smoking slot section in Arizona and the response from our guests is very positive!”

To play your favorite slots in the comfort of a non-smoking environment, simply walk in the main entrance of the casino and head to your left. Easily identified with a prominently lighted sign, the non-smoking slot area connects the main casino floor to the new hotel lobby. In addition to the slot machines, video poker players who prefer a non-smoking environment will have machines available in the smoke free area as well.

About Cliff Castle Casino

Located an hour north of Phoenix on I-17 just south of Sedona in Camp Verde, AZ., Cliff Castle Casino is proudly owned and operated by the Yavapai-Apache Nation.  Cliff Castle Casino is a family friendly destination that offers Las Vegas-caliber blackjack, live poker, 665 slot machines and year-round, world-class entertainment in the Dragonfly Nightclub and the Stargazer Pavilion. Cliff Castle Casino also features a 20-lane bowling center, Kids Quest supervised child care and an arcade.  Guests can enjoy fine dining at Storytellers Steakhouse and family dining in Mountain Springs buffet, Johnny Rockets-The Ultimate Hamburger or grab a quick bite at Three Sisters open 24/7.  Cliff Castle Casino is currently developing a new hotel expansion featuring122 luxury suites, king rooms, double-queen rooms, a pool, multi-purpose event center, coffee shop, retail outlet and 300 space parking garage. For more information about Cliff Castle Casino, visit www.cliffcastlecasinohotel.com.

Prescott Becoming Favorite Tourism Destination

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TourismA recently released visitor and tourism impact study paints a positive picture for Prescott.

Among the highlights:

  • The estimated economic impact of direct and indirect effects of visitor spending amounts to more than $340 million for the 2014-2015 year.
  • Prescott is a favored tourist destination in Arizona.
  • Those visiting the area ranked their “Satisfaction Level” at 90 percent.

Such findings are part of more than 30 bullet points announced by the Prescott Area Hospitality Association (PAHA).

The survey, conducted by the Arizona Hospitality and Research and Resource Center at the W. A. Franke College of Business at Northern Arizona University, was designed to provide both quantitative and qualitative data for objective analysis. Researcher Tom Combrink says the surveys were distributed once a week during each month of the 2014-2015 year to ensure a representative sample with data collected from many locations throughout the city.

 

Exceptional Level of Visitor Satisfaction

In response to the question about overall satisfaction “with your experience in Prescott,” respondents overwhelmingly selected “9 to 10,” with 10 being the top rating possible.

“In my more than 27 years of analyzing surveys of visitors to various communities, it’s the highest I’ve ever seen. Ninety percent satisfaction is off the charts,“ said Combrink.

Other key results from the study included these:

  • The average age of visitors was 57. Males comprised 53.6 percent of the visitors.
  • Not quite half – 46.8 percent – of visitors were 61 years old or older.
  • Almost one third of the visitors – 32.5 percent – were from Arizona. Most of those were from Maricopa County, which includes the greater Phoenix metropolitan area.
  • Out-of-state visitors came predominantly from California – more than 15 percent. Others in the top 10 states were (in order) Wisconsin, Florida, Washington, Illinois, Colorado, Oregon, Nevada and Michigan.
  • Canadians topped the list of international visitors – almost 50 percent. Combrink noted that contrary to what some might speculate, Canadians were not visiting primarily during winter months, but rather spring – March through May. “They probably visit Prescott as they head north to go home,” Combrink suggested.
  • United Kingdom visitors were second on the list of international visitors: 17.7 percent. They were followed by Australians and Germans.
  • In all, visitors from 18 different countries responded to survey questions. Combrink did note that perhaps Mexico was under-represented in survey results, “…possibly because of a translation or language barrier.”

 

Day Trippers and Overnighters         

Distinct differences, especially in spending, existed between those who only spent a day and those who stayed overnight. For instance, day-trippers spent most of their money on restaurants or groceries, souvenir shopping and transportation (fuel); whereas overnight visitors spent a significant amount – more than $100 a day – on lodging and more than $70 a day on meals and groceries.

Most overnight visitors – 75.7 percent – stayed in hotels or motels. Others stayed in recreational vehicle parks or campgrounds or with family or friends.

Combrink said survey results showed the total estimated expenditures for day and overnight visitors amounted to direct spending of $289,707,000 in 2014-1025. By far, the largest number of dollars were for lodging and camping – almost $123 million. That was followed by money spent for restaurants and groceries – almost $100 million. Other major expenditures were for transportation (gasoline), some $33 million; shopping and souvenirs, $29 million; and recreational fees, tours and other expenses at $4 million.

Those visiting Prescott tended to be fairly affluent, with an average household income of $104,000.

Among top attractions for visitor is the historic downtown area of Prescott. “The Courthouse Plaza and surrounding area are unique in Arizona,” said Combrink. The plaza has been recognized as one of the Top 10 public squares in the United States by TripAdvisor.

Other favored activities for visitors were cited (in descending order) as hiking and biking local trails, bird-watching and wildlife viewing, camping or RVing, boating/canoeing, golfing, rock climbing, sports events and horseback riding. Some visitors noted they participated in multiple activities among the various categories.

 

Hospitality Industry Pleased with Results

Amore Clanciola, director of catering and events for the Hassayampa Inn and PAHA president, says she is gratified to “…have recent data about visitors so we in the community can better target our marketing and promotion plans.”

City of Prescott Tourism Director Don Prince says it has been more than six years since a similar study had been conducted. The cost for the $10,000 study was split between the Arizona Office of Tourism and the City of Prescott.

“One of the most impressive findings in this survey is the high number of repeat visitors who select Prescott as a destination rather than a pass-through,” said Margo Christensen, vice president of marketing and public relations for the Prescott-based Ponderosa Hotel Management group. “Also, with a satisfaction rating of nine out of 10, this seems conclusive evidence that proves we are a desirable destination that provides visitors a good and memorable experience.”

Christensen also is active with several state and national travel-tourism organizations.

Prince says he particularly was pleased that Prescott received such high rankings among places in Arizona to visit. “The entire hospitality industry in this community can be proud of what we’re doing, especially since our competitors in Northern Arizona – Sedona and Flagstaff – spend double and triple the amount of money we have to attract visitors.”

Heather Hermen, owner of Front Burner Media in Sedona, recommends an emphasis in social media for future emphasis marketing and promotional efforts.

The complete research report can be viewed online at www.visit-prescott.com.

 

By Ray Newton

Building on Tourism Tool Chest

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TourismTourism is a major multi-million contributor to the economy of Prescott, and city leaders are optimistic that impact will continue to increase.

To encourage even more visitors to the greater Prescott area, the City of Prescott Office of Tourism is distributing a comprehensive 64-page brochure at visitor centers throughout the state. It also will be available at nine different information centers in Phoenix Sky Harbor Airport, which recently was ranked the ninth busiest airport in the nation – more than 20.3 million passengers go through its gates.

The brochure also will be distributed at consumer and tourism trade shows throughout the United States and in several foreign countries.

The colorful brochure contains not only general information about the Prescott area, but also about events and special activities such as the World’s Oldest Rodeo, the July 4th Parade and Christmas City activities that make Prescott unique, according to City of Prescott Director of Tourism Don Prince.

It also has details about dining, shopping, lodging, the performing and visual arts, museums and educational centers, and outdoor recreational attractions such as golfing, boating and fishing and day trips. Several pages are dedicated to real estate.

What makes the brochure especially unique is that it costs the City of Prescott and its taxpayers virtually nothing except for the minimal costs of distribution.

 

Brochure Represents More Than Five Years of Strategic Planning

 

Prince explained that he had been pushing for a comprehensive brochure since 2010, when he first became tourism director.

“Budget restrictions then limited us to a very small eight-panel brochure. It didn’t have space to describe all that is available to appeal to visitors,” he said.

The limited budget prompted Prince to seek other options. He found one in a publishing firm called RAXX Media and RAXX Direct Marketing; the media production center headquartered in Casa Grande specializes in local consumer-oriented promotional brochures and magazines.

Elaine Earle, RAXX publisher and chief financial officer, says 85 advertisers supported the Prescott Visitor Guide. “We had a close collaboration so that useful information such as weather, drive times, day trips, lodging, maps and so on are clearly highlighted. We fully expect this to be an annual publication.”

RAXX proposed to print 35,000 copies at no cost to the city. “It will answer the requests we get for information generated by our national advertising campaign,” said Prince. “It will be used by our sales staff as those people meet with meeting planners, tour operators, travel agents and the like.”

“The informative brochure will likely bring new visitors to the community,” said David Maurer, chief executive officer of the Prescott Chamber of Commerce. “It’s a new tool in the tourism tool chest, and it may reach audiences that have been missed before.”

 

Tourism: A Major Economic Driver

 

Tourism’s beneficial economic impact has been documented in the “Prescott Visitor Intercept Study” conducted in 2014-2015 by the Northern Arizona University W.A. Franke College of Business, co-funded by the Arizona Office of Tourism and the City of Prescott.

 

Among key economic findings were:

 

  • $267 million was the result of direct spending by visitors.
  • $340 million was calculated as the total economic impact from visitors.
  • $100 million in labor income was a consequence of having visitors.
  • $46 million in federal, state and local taxes were generated annually from visitors.

 

The study also reveals that 61 percent of visitors are from out-of-state, with most coming from California. Maricopa County provides the majority – 67 percent – of visitors.

Two-thirds of the visitors stay overnight and collectively spend thousands of dollars on lodging, food, entertainment and shopping, with the average length of stay for overnight visitors at three-and-a-half days.

Hotel occupancy rates for the past 12 months are up seven percent from last year.

The Prescott Chamber of Commerce reports that, in just November, more than 2,000 visitors entered the office.

“The brochure is a great project in our evolution and advancement in promoting Prescott as a primary destination,” says Margo Christensen, vice president of marketing for Ponderosa Hotel Management Services, who serves on the Arizona Lodging and Hospitality Association board and the Prescott Tourism Advisory Committee.

“The completion of this specific marketing tool is a good example of how we have advanced and stepped up our promotional efforts. The past five years have seen the Prescott Office of Tourism evolve into a highly effective department with the focus of making Prescott a highly visible destination for state, national and international visitors,” she added. “I think local businesses and attractions are really going to love this brochure, which has at its ultimate purpose the boosting of the local economy.” QCBN

By Ray Newton, QCBN

 

 

 

 

 

 

 

 

 

 

 

Packing Your Bags for 2016

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TravelThe saying “Home is where the heart is” may well be true. Yet, the roads less traveled – or untraveled all together — tug at many a heartstring like the Italian troubadour plucking his lute.

Meet Stan Kephart — known as Stan The Travel Man. He founded HomeTowne Cruise & Tour Center in Prescott. Now 68 years young, a few years ago, he sold it to client Bud Jones.

But Stan the Travel Man’s passion for the business and clients compel him to remain happily working part-time. Plus he knows the industry intimately. As well he might. He’s been at HomeTowne — “the ‘e’ was added for affectation,” he chuckled — for some 20 years.

“It’s an interesting marketplace,” he said of the Prescott region. “There’s a senior and retirees element. And there’s an affluent market that has the money and time to travel.

As long as they have those — health and desire to travel — it’s finding and connecting them to what they want. That’s what we do best. And we’re local.”

Kephart acknowledges the impact of technology and big-box vendors on brick-and-mortar agencies, adding that they were not the predicted death knell. “They’ve a place in the industry. I think most of us prefer to deal with the same person as opposed to calling a big-box store or getting online with nobody and trying to ask a question and not having anybody know who or what you are. What customers are looking for is the best of both worlds. We call ourselves a click-and-brick agency.”

He says travel is dependent on disposable income and vulnerable to economic malaise. When the 2007 housing crash hit, he says HomeTowne survived because of an increase in advertising dollars and broadened product lines in response to market shifts.

“Instead of one big trip a year, people started taking three shorter trips,” while prioritizing affordability and more bang for their buck. “There’s ways to go on cruise ships without going into a room with a balcony. You can go on an inside cabin with no window and spend a lot of time on deck.”

The world is unchanged, and destinations develop themselves, he has observed. “Who in the ’60s wanted to go to Vietnam? Cambodia? Everyone wanted to go to Vietnam five years ago.”

He noted, “We’ve seen desire-based travel develop rather than everybody stampeding somewhere because everyone’s going there. Maybe you’re getting older and want to know where you came from – what we call heritage travel. Or you’re stressed and want to veg on a beach. Or you’re a culinarian and want to experience a food or wine vacation. Also, people are looking at modes of travel. That’s given rise to the incredible boom in river cruising, the long slow methodology of getting on and off every day, and mega-ships that carry 5-to-6,000 people. They’re like a city on the ship – amazing works of art and engineering.”

He notes another emerging market: trans-generational travel. “Grandma and grandpa take the grandchildren, which also gives mom and dad time to themselves.” In the past, trans-generational travel was out of reach to anyone but the moneyed. “Now, it’s becoming available to Mr. and Mrs. Middle America and their grandchildren.”

For the dampening impact of economic earthquakes, one force is potentially deadlier: an act of terrorism.

“We had in the months preceding a very large group on a cruise in the Mediterranean. When 9/11 happened, the cruise line was financially hit so badly because everything just stopped. So many travel agencies went out of business. We had insurance so even though their vacations were dashed, no client lost one penny.

“But the 9/11 disaster scared people,” Kephart added. “Fear is the biggest negative, especially to travel. People are afraid to go, and rightfully so.”

Yet, that can be overcome by lowering the price. “Money trumps fear in many cases. I’ve seen it. Something that was $1,500 is now $700. So a person [who thinks,] ‘Well, I was thinking it might not be so good to go to Paris… buuuuut maybe if I could go for that, I’d go,'” he explained.

Kephart’s travel outlook for 2016 is “excellent.”

“There’s been pent-up demand due to economic conditions, a four to five year back span where people made decisions based solely on their pocketbook and inability to go. That pent-up demand is being pressed from the other side. They’re getting older, their shoulders or knees hurt so they want to do it while they have the wealth now and health now,” he said.

Trans-generational travel will continue to blossom, he thinks. “Also, I think you’re going to see, especially here in Prescott, small groups of locals traveling. They like to meet others. It’s a great way to experience other people of similar likes and maybe have an affinity.”

Stan the Travel Man closes on a characteristically optimistic note: “There’ve been worse times in history. This time doesn’t hold a candle to the Inquisition or Great Plague. We’re really in a good place in many ways and I think people who recognize that are going to do what they can to fulfill their own wish lists.” QCBN

By Gussie Green, QCBN

 

Photo by Gussie Green