Quad Cities Business News

Prescott, Prescott Valley, Chino Valley, & Dewey/Humboldt

You are here: Home / Archives for tourism

tourism

Tourism Marketing Paying Dividends for Prescott 

By Leave a Comment

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 

 

Tourism, Agriculture Driving Quad Cities’ Robust Economy

By Leave a Comment

When you look around the greater Quad Cities, signs of a strong economy include new construction and the steady stream of cars driven by out-of-town visitors.  

At an Arizona Association for Economic Development event last month, economist Jim Rounds said growth can be important for rural regions. “While tourism may not be the highest paying industry, it brings revenues to pay for infrastructure and fixed costs.”  

“It is not about volume of new businesses, it is also about quality,” Rounds said. Yavapai College and NAU-Yavapai can provide a solid foundation, he added, which can bring well-paying jobs to the area.  

Along with higher education, the area is also seeing growth in manufacturing and distribution said Wendy Bridges, a coordinator for Prescott’s Department of Economic Development.  Additionally, local companies are adding services and increasing their geographical reach, contributing to the region’s economic growth, she added.  

Yet, the robust economy and low unemployment rate creates workforce challenges. “There are simply not enough job seekers to fill vacancies,” said Bridges, referring to a situation in many Western cities. “Although this is a challenge, it’s also an opportunity; job prospects have never been better.”  

Bridges represents Prescott on the Arizona Association for Economic Development board of directors. The organization has been closely evaluating the state’s rural regions.  

The new AAED rural chairperson is Skip Becker. After education and health care, which he said create foundations in each rural county, the economic drivers are tourism and agriculture.  

“Agribusiness is a $100 billion industry, if you look at the direct and indirect economic impact,” Becker said. For the next two years, Becker and others see agribusiness as a means of economic development, especially if certain challenges are faced.  

“We need solutions for water rights, infrastructure and the workforce,” Becker said, referring to common problems faced by Arizona’s rural areas, including the Quad Cities. By forming a coalition of the state’s ag producers, citrus growers, cattle growers, dairies, winemakers and others, the group can have a unified voice.  

A specific issue Becker would like to see the group address is a uniform agriculture property tax assessment; this would prevent winemakers from being charged commercial rates for all portions of an operation.  

Becker says he looks forward to his role as rural chairman for the AAED, where he can work with people throughout the state to improve economic development opportunities for the future. QCBN 

 

By Theresa Bierer, QCBN  

Photo by Theresa Bierer  

 

Arizona’s Christmas City Attracting Thousands

By Leave a Comment

 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

 

 

           

 

 

Tourism Taking Off with Prescott Fly-In

By Leave a Comment

fly_InIf the record-breaking registration for the Aircraft Owners and Pilots Association (AOPA) event is any indication, the Sept. 30-Oct. 1 “Fly-In” at the Prescott Municipal Airport is going to be a mega-event for the area.

As many as 4,000 people are expected to participate in the weekend of flying, food and fun, according to Dave Roy, the Prescott-based AOPA Fly-In event chair. Roy is the director of Safety and Communications for Guidance Aviation headquartered in Prescott.

“We’ll see hundreds of airplanes and thousands of visitors,” Roy said.

Every year, the AOPA sponsors Fly-Ins around the country. This fall, Prescott was selected for the fourth and final Fly-In of 2016. Previous events this year have occurred in Beaufort, North Carolina; Bremerton, Washington; and Battle Creek, Michigan.

The AOPA is the world’s largest, and considered the most influential, general aviation association. The economic impact is anticipated to be in the hundreds of thousands of dollars in the Quad Cities area. Embry-Riddle Aeronautical University alumni director Michelle Day, who serves on the Prescott AOPA committee, says the estimated amount is approaching $750,000.

Day credits Roy and City of Prescott Airport Manager Jon Cox for being diligent and thorough in completing necessary paperwork and other details to make the fly-in possible.

“The event will have positive effects for years, especially among pilots and their passengers looking for unique places to visit,” City of Prescott Tourism Director Don Prince.

“I know from even my limited experience with AOPA Fly-Ins that communities throughout the country compete seriously to bring them to town,” said Day. “Fly-Ins provide great visibility and exposure to a community – and they bring a lot of ‘fresh’ money.”

Prescott and the Quad Cities will also receive news media exposure from the monthly AOPA magazine.

“This Fly-In will put Prescott on the map for the rest of the country,” said Prescott Chamber of Commerce CEO Dave Maurer. “It also will demonstrate that this community is among the best in the nation for this kind of event.”

Margo Christensen, an active member of the Prescott Tourism Advisory Committee, said, “Ever since the state centennial BestFest and our own Prescott Centennial celebration, the business community and city leadership have become experts at coordinating mega-events such as this. It’s rewarding to be a part of a planning process that executes these types of events, which bring new money and new people to our unique area.”

Hotels and motels throughout the region are being booked. Many are giving special AOPA discount rates and complimentary van shuttle services to and from the airport to hotels, including Quality Inn and Springhill Suites.

Rental car dealers are also giving similar discounts. Fly-U Shuttle is designating luxury vans and drivers to provide exclusive service to those arriving at Ernest A. Love Field, located on the northeast edge of Prescott.

Day says planners began organizing for the Fly-In right after the first of the year, when Chris Eads, AOPA’s director of Outreach and Events, brought several AOPA team members from the Frederick, Maryland, headquarters to Prescott to meet with ERAU, city officials, community leaders, airport personnel, representatives from local groups and individuals interested in aviation.

Though some pilots and their friends may arrive before Sept. 30, the formal event schedule does not begin until 6:30 p.m. with a Barnstormer’s Party, including food and entertainment. Reservations are recommended for all scheduled activities.

ERAU has scheduled its annual Homecoming “OctoberWest” the same weekend. In conjunction with the Fly-In, the university is sponsoring an aerial demonstration at the airport. It will feature performances by ERAU alumni Melissa Andrzejewski, Bill Stein and Skip Stewart.

“I think that the AOPA Fly-In, held in conjunction with ERAU’s annual alumni events, will be a great event for the greater Prescott area,” said City of Prescott Mayor Harry Oberg. “I hope this will be a prelude to re-establishing the Prescott Air Show that was cancelled about 10 years ago, for it was highly popular with local resident and tourists.” QCBN

For more information, contact Dave Roy at email PRCflyin@gmail.com.

By Ray Newton, QCBN

Photo by Ray Newton

 

 

 

 

Prescott Becoming Favorite Tourism Destination

By Leave a Comment

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

By Leave a Comment

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