ANNUAL REPORT

YUMA VISITORS BUREAUFISCAL YEAR 2016

Board of Directors 2015-2016

Dave Carvell, ChairmanAhern Rentals

Lori Stofft, Vice ChairArizona Western College

Edward Thomas, City Appointee

City of Yuma

Jerry Lane, Secretary/Treasurer

JL Enterprises

Anna Chaulk Arizona Public Service Company

Wayne Gale1st Bank Yuma

Debbie Gwynn Garden Café

Jon HeidrichShangri-La RV Resort

Shara Merten Arizona Community Foundation of Yuma

Amy Parrott University of Arizona

Yvonne Peach Historic Coronado

Motor Hotel

Wayne Rooks Homewood Suites

Louis ScottDel Outdoor Advertising

Pictured, clockwise from top: Louis Scott, Wayne Gale, Anna Chaulk, Lori Stofft, Amy Parrott, Dave Carvell, Wayne Rooks, Yvonne Peach

YUMA VISITORS BUREAU VISION STATEMENT:

Over the next three years, YVB will

work with its community partners to

enhance the international reputation

of the greater Yuma area as a warm

and welcoming year-round tourism

and meeting destination for visitors

of all kinds that offer rich history

and authentic experiences amid our

unique landscape of mountains,

river and desert.Established in Fiscal Year 2016

Like many industries the world over, trends in technology are revolutionizing destination marketing. New generations of travelers are taking control of the trip planning process with devices which have access to media content and information at levels not imaginable just a decade ago.

In Fiscal Year 2016, Yuma Visitors Bureau (YVB) began embracing these developments to a greater degree. The effect on our organization is an amplified fervor to promote Yuma as a tourist destination through innovative, integrated messaging campaigns. These efforts, in their infancy, can be seen in the recent redesign of VisitYuma.com, the exponential increase in content published to our digital media channels, and the measurable surge of audience traffic and engagement.

Effectively, our mission has not changed. Instead, it has been strengthened with the aid of technology to inspire a larger number of potential travelers to learn more about our area’s diversity and its uniquely Yuman history. Still, YVB remains committed to the traditional means of attracting tourists. We will continue to host engaging tours and events; production of the 2016-2017 Yuma Official Visitors Guide is well underway; and our partnerships with community leaders and businesses will continue to grow.

As citizens of the very community we work to promote, the staff at YVB is honored to represent the entire Yuma region. Ultimately, our success in Fiscal Year 2017 will not only be measured by the number of travelers who find Yuma as their destination, but also the amount of residents who take pride in the message we share across the globe.

Linda MorganExecutive Director

From the Executive Director

A D M I N I S T R A T I O N

V I S I T O R I N F O R M A T I O N C E N T E R ( V I C )

Leslie Fain, Executive Assistant Nelissa Henry, Membership Manager Leslie McClendon, Group Sales Manager

Dustin Mylius, Marketing Manager

Lorna Brooks, VIC Specialist

Jean St. Peter, VIC Specialist Catherine Rone-Bedinger. VIC Specialist Ben Velasquez, VIC Manager

Steve Cook, VIC Specialist David Negron, VIC Specialist

Kelly Uribe, Administrative Specialist Ann Walker, Media Relations Specialist

{ Meet The Team }

THE YEAR IN EVENTSComplementing YVB’s assortment of international marketing and advertising campaigns, our organization hosts a variety of tours and events which attract travelers to the Yuma area. From date-infused dinners to produce picking field tours, we have activities for all ages and interests, built to entertain and educate. These experiences truly are one of a kind; or, as we say, “uniquely Yuman.”

TOUR

FIELD TO FEASTThis fiscal year, the promotion of YVB tours had been stronger than ever. In January and February, Field to Feast tours were wildly popular with tickets selling out within days of going on sale. The collaborative effort between YVB, the University of Arizona, Arizona Western College, and all of the participating farmers continues to prove successful. A full schedule of 20 tours were hosted and nearly 1,000 attendees picked, tasted, and learned about fresh, Yuma produce straight from the source.

So, who attended Field to Feast in 2016?People from all over North America! The colored states in the map show just how diverse our audience was and demonstrates how far the message about Yuma agriculture is traveling.

Field to Feast participants also included visitors from five of the 13 Canadian provinces and territories!

20TOURS

1,000 ATTENDEES

TOUR

Date Night DinnersYuma’s unique take on date night has done it again! For the second straight year, YVB’s Date Night Dinners completely sold out. From November 2015 to March 2016, YVB put on five of its special Date Night Dinners which showcased and celebrated Yuma-area production of the date fruit. In coordination with Bard Valley Date

Growers Association, Imperial Date Gardens and Chef Alex Trujillo, over 200 diners enjoyed a date-filled meal under palm leaves and starry skies — an event that Fodor’s Travel has named one of the most unique dining experiences in the world.

TOP 20WORLD’S

MOST UNIQUEDINING

EXPERIENCES—Fodor’s Travel

TOUR

Behind The Big Guns & YPG: At EaseEqually popular were YVB’s military tours which also sold out within days. More than 400 curious citizens safely toured beyond the fence of Yuma Proving Ground (YPG), one of the nation’s most interesting military installations, escorted by the YPG public relations team and former YPG Commander Col. Robert Filbey, USA, Retired.

TOUR

SAVOR YUMA

Accompanying our duo of agriculinary activities, Savor Yuma, as seen on VisitArizona.com,

ferried foodies to three local eateries to taste the flavors of our city. Over the course of five months, eight dinner tours visited 16 different restaurants and hosted more than 200 guests.

Not only did these tours give diners a chance to enjoy Yuma cuisine, but they also presented the opportunity for chefs to speak about their work and the correlation between Yuma agriculture

and building their menus.

8TOURS

16RESTAURANTS

200 FULL BELLIES

EVENT | FEBRUARY 2016 YUMA LETTUCE DAYS

On February 27 and 28, YVB’s annual Yuma Lettuce Days “feastival” celebrated all-things Yuma ag. This year, special guest Chef Michael Cairns of the Omni Scottsdale Resort & Spa at Montelucia put local produce to work in four, live cooking demonstrations bookmarked by a whole host of local chefs who showed off their talents on the cooking stage.

In its second year down on the farm at the University of Arizona’s Yuma Agricultural Center, Yuma Lettuce Days was well attended with over 18,000 guests making it

out for two days of farm equipment displays and demonstrations, garden harvesting, live entertainment, delicious food, and fun for the whole family.

New to Yuma Lettuce Days in 2016 was a special series of presentations on the second day of the event schedule, appropriately titled ¡Salúd to the Field Workers! Developed with the sponsorship and unrelenting support of Pasquinelli Produce, ¡Salúd! recognized the contributions of field workers through storytelling, artwork, and multi-media productions.

Supplementing the coverage produced in the Yuma Sun and on KYMA, Yuma Lettuce Days attracted nationwide attention in HortiDaily.com, Fresh Plaza, PerishableNews.com, Fresh Produce Talk, NBC San Diego, The Packer, and was named one of the four ‘Best Food Travel Experiences’ in Arizona by food travel expert Akila McConnell for About.com Travel!

OVER18,000 ATTENDEES

In its third year, the Rio de Cerveza Brew Fest attracted more than 1,000

attendees to sample 80+ beers. For the first time ever, an award was handed out to the ‘Best Brew’ — as voted upon by those in attendance. Taking home the trophy: Brooklyn, New York’s Coney

Island Brewery for its Hard Root Beer. Following the event, YVB donated

proceeds in the amount of $1,402 to the Arizona Community Foundation of Yuma and its Yuma Veterans Fund.

Yuma’s annual festival of brews taps into Desert Sun Stadium on

Saturday, November 5, 2016. Check RioDeCerveza.com for

all the latest information.

EVENT | OCTOBER 2015

RIO DE CERVEZA

BREWFEST

80+VARIETIES of BEER

1,000+ TASTERS

EVENT | SEPTEMBER 2015

POST DOVE HUNT

CLEANUPContinuing our partnership with the Arizona Game & Fish Department, Sprague’s Sports, Yuma Rod & Gun Club, and other community-minded businesses, YVB coordinated a post-dove hunt season cleanup in high traffic areas and around farm lands. With more than 50 volunteers and staff on hand, more than 250 pounds of debris was collected and properly disposed of. In 2016, YVB looks to strengthen awareness efforts to help keep our city looking good and to keep trash away from valuable farm land with the cleanup scheduled for September 17.

250+POUNDS OF

DEBRIS COLLECTED

90 ENTRIES

40,000SPECTATORS

EVENT | DECEMBER 2015

Dorothy Young Memorial Electric Light ParadeThe 13th annual Dorothy Young Memorial Electric Light Parade was the biggest ever! More than 40,000 spectators watched on as 90 entries rocked and rolled, to the tune of the parade’s theme, along the route and into Historic Downtown Yuma. Judges presented the Mary Jane Allen Award for ‘Best Depiction of Parade Theme’ to Ram Pest Management, while ‘Best float’ went to the AV Youth Group, ‘Best vehicle’ to Yuma Community LowRiders, ‘Best animal’ to Love on a Leash, ‘Best walking/performing group’ to Glam Dance Team, and the Dorothy Young Memorial Trophy for ‘Best Performance by a Marching Band’ to Gadsden Elementary School District #32.

• Big Blend Radio & TV Magazine• KAWC, Yuma public radio• KJZZ, Phoenix public radio• U.S. News & World Report• Yahoo! News• WTOP, Washington D.C.

TV Verde Independent• SavoirThere.com• USA Today Travel• ABC News• Hummisapien.com• Mother Nature Network• NBC San Diego

• RTE Radio 1 (Ireland)• Trekaroo.com• Automotive Industry Today• Arizona Republic/AZCentral.com• Urbansome.com• The Packer• Travel “Write”• Edible Baja• About.com Travel• Modern Farmer• Smithsonian.com• HortiDaily.com• FreshPlaza.com

• Discover Arizona’s Best• PerishableNews.com• Examiner.com• CostaMesaPhotography.com• LA Explorer• FiveInA5th.com• NAZ Today• The Produce News• Wineormous.com• Life Uncorked• Tripatini.com• Travel the World• Daily Toast

EARNED MEDIA COVERAGE

As Seen In & Heard OnWhat’s better than paid advertising? When journalists, travel writers, and bloggers tell the Yuma story, those messages resonate with audiences and generate “buzz.” Here’s a list of who’s helping to spread the word!

YVB PUBLICATION

Yuma Visitors GuideThroughout 2015 and 2016, 70,000 copies of the Yuma Visitors Guide were published. In addition to being shared with many North American tourists, our guide has been delivered to prospective travelers in Poland, Russia, Italy, and the United Kingdom.

Thanks to the Guide’s exceptional content, one family trekking through the area decided to spend an entire week in Yuma after having a read, later publishing their adventure in FiveInA5th.com.

MEDIA & PUBLICATIONS

“What a wonderful Visitors Guide!”

Larry & Nancy L. of Mountain Home, Idaho

“Awesome publication”H.A. of Athens, Ohio

“Very attractive and informational.”

Carolyn G. of Anoka, Minnesota

“A fabulous book!” Anonymous

from Richmond, Virginia

“The guide is beautiful,

once again.”AJ M. of Yuma, Arizona

THE STATISTICS

Occupancy Avg. Daily Rate Revenue Per Available Room Demand Supply

Calendar Year 15 70.7% $130.24 $92.16 9,560,510 13,511,966

Calendar Year 16 71.7% $131.93 $94.56 9,713,478 13,552,502

Percent Increase p1.4% p1.3% p2.6% p1.6% p0.3%

Arizona Lodging Metrics ( January through April)

Occupancy Avg. Daily Rate Revenue Per Available Room Demand Supply

Calendar Year 15 57.3% $84.91 $48.64 1,668,472 2,912,501

Calendar Year 16 57.4% $89.60 $51.45 1,685,627 2,935,616

Percent Increase p0.1% p5.5% p5.8% p1.0% p0.8%

Non-Metro Arizona Lodging Metrics ( January through March)

15GROUPS

13CONFERENCES

3,737 ROOM NIGHTS

FROM JULY 2015 – MAY 2016

58,421 PEOPLE

PASSED THROUGH

THE VIC.

15 domestic and international groups toured Yuma, while 13 conferences set up shop in the

city, resulting in more than 3,737 room nights booked.

YVB’s group sales manager attended five travel and trade shows in FY16,

resulting in more than 350 one-on-one planning sessions with prospective domestic

and international travelers.5K

10K

15K

20K

25K

30K20162015

MAYAPRMARFEBJANDECNOVOCTSEPAUGJUL

JUL AUG SEP OCT NOV DEC JAN FEB MAR

Calendar Year 15 $362,187 $338,205 $327,607 $361,601 $377,960 $386,591 $411,098 $429,478 $495,62

Calendar Year 16 $361,095 $332,851 $334,878 $355,557 $397,05 $390,211 $416,312 $445,772 $498,111

Percent Increase/ Decrease q0.3% q1.6% p2.2% q1.7% p5.1% p0.9% p1.3% p3.8% p0.5%

City of Yuma 2% Hospitality Tax Collection

t TOTAL SESSIONS BY MONTH

From January 1, 2016 to May 31, 2016, VisitYuma.com had already amassed 77% of total sessions in all of calendar year 2015! To the left is a look at site traffic throughout the course of Fiscal Year 2016, up to May 31, 2016. Date to keep in mind: YVB hired its marketing manager August 2015, and the redesigned VisitYuma.com went live April 2016.

p134%p97%

p87%

p90%

p93%

p72%

VisitYuma.com Web Traffic Data (Source: Google Analytics)

0K 100K 150K 200K 250K

p89%

p80%

p46%

TOTAL SESSIONS

UNIQUE USERS

TOTAL PAGE VIEWS

2015

2015

2015

2016

2016

201650

January through May

Hospitality Tax Collection July through March FY2015: $3,490,351 | FY2016: $3,531,844 = 1.2% Increase over 2015

Source: STR, Inc Source: City of Yuma

Source: STR, Inc

180 W. 1st Street, Suite D, Yuma, AZ 86364(928) 376-0100 | (800) 293-0071

VisitYuma.com

Yuma Visitors Bureau’s 2016 Annual Report has been graciously designed by 3˚North and printed by Arizona Public Service Company

Yuma Visitors Bureau thanks its membership,

volunteer board of directors, and partners for

their commitment to our organization. Also, a

‘thank you’ to the City of Yuma for supporting

our mission to promote the area, and to all

Yuma County residents for being courteous

hosts to the tourists who visit our communities.

THANK YOU