BUSINESS DEVELOPMENT PLAN 2015-2016

BUSINESS DEVELOPMENT PLAN 2015-2016

Mesa and its surrounding regional partners are globally recognized as the preeminent visitor destination in Arizona. VISION

To promote Mesa and its neighboring partner communities as a premier business and leisure travel destination on behalf of our stakeholders.MISSION

Mesa is a dynamic city. The country’s 38th largest. And growing. Or should we say burgeoning? Mesa and the Greater East Valley are attracting leaders in technology, health care, aerospace and education. The arts community is critically acclaimed. Commitment to civic improvements and expansion is unparalleled and unwavering. Mesa is also

a wonderland of natural and man-made wonders. The Superstition Mountains still hide the Lost Dutchman Gold Mine while our lakes float the boats of water lovers and fishermen from across the Valley. Tonto National Forest provides a cool escape. The Sonoran Desert is a majestic landscape. Golfers have some 40 courses to choose from. Foodies can sample all manner of cuisine. Fashionistas can shop

‘til they drop. And lovers of America’s pastime can catch the Boys of Summer every Spring. Taken in total, Mesa and the East Valley provide a limitless array of things to see and do, from the cultural to the recreational, the active to the passive and the Old West to the New West. MESA CITY LIMITLESS®

.

VISIT MESA\BusinessDevelopmentPlan2015-2016 \ 1

GARYLEVINE,Chairperson(Emeritus) HiltonPhoenix/Mesa

SCOTTAPPLEMAN,Vice-Chairperson RainbowRyders

DEBBIEJOHNSON,Secretary ArizonaOfficeofTourism

DAVEWIER,Treasurer(Emeritus) WellsFargoBank

MARCGARCIA,PresidentandCEO VisitMesa

VISIT MESA STAFF

EXECUTIVE MANAGEMENT

MARC GARCIA \PresidentandCEO480.682.3636\[email protected]

@VisitMesaCEO

KIMBERLY FREER \SeniorVicePresident,SalesandMarketing480.682.3646\[email protected]

MICHELLE STREETER \VicePresident,Communications&PartnerRelations

480.682.3638\[email protected] @VisitMesaPR

ADMINISTRATION & VISITORS CENTER

GAYLE SAVO \DirectorofAdministration480.682.3682\[email protected]

BARB CIPOLARO \ Concierge&ExecutiveAssistant480.682.3639\[email protected]

DIGITAL STRATEGIES

GINGER ST. PIERRE \DigitalStrategyManager480.682.3666\[email protected]

@VisitMesa

BOARD OF DIRECTORS

EXECUTIVE COMMITTEE

2015-2016

SALES

GREG ALLISON \Director,TravelIndustrySales480.682.3641\[email protected]

JENNIE DENNISON \Director,NationalSales480.682.3664\[email protected]

JOSH TODD \Director,SportsSales480.682.3650\[email protected]

@MesaSportsGuy

BLANCA PADILLA \SalesAssistant480.682.3654\[email protected]

COMMUNICATIONS & PARTNER RELATIONS

TERRIE GARDNER \AssociateManager,PartnershipSales&GroupServices

480.682.3660\[email protected]

AMY MCCONNELL \AssociateManager,Communications480.682.3678 \[email protected]

visitmesa.com

GARYLEVINE,Chairperson(Emeritus) HiltonPhoenix/Mesa

SCOTTAPPLEMAN,Vice-Chairperson RainbowRyders

DEBBIEJOHNSON,Secretary ArizonaOfficeofTourism

DAVEWIER,Treasurer(Emeritus) WellsFargoBank

MARCGARCIA,PresidentandCEO VisitMesa

STEVECHUCRI MaricopaCountyBoardofSupervisors/Arizona RestaurantAssociation

MACEYDUNCAN ResidenceInnMesa

CARLGRUPP DETOURSArizona

SALLYHARRISON MesaChamberofCommerce

MARCHEIRSHBERG CityofMesa, Parks,Recreation&CommercialFacilities

MIKEHUTCHINSON EastValleyPartnership

DAVIDLUNA CityofMesa,Councilmember,District5

BRIANMARSHALL VillageBloom,LLC

BOBMCNICHOLS DaedalusRealEstateAdvisors,LLC

JAYEO’DONNELL CityofMesa,EconomicDevelopment

MARNIESCHUBERT TownofQueenCreek

RICHADAMS SouthwestBusinessCreditServices

TOMRHODES ArqueCapital,Ltd.

STEVEWEST Udall|Shumway

MARTYWHALEN GatewayBank

MIKEWHALEN CenturianCustomSecurity

BOARD OFDIRECTORS

MARC GARCIAPRESIDENT AND CEO

GAYLE SAVODIRECTOR OF ADMINISTRATION

GREG ALLISONDIRECTOR, TRAVELINDUSTRY SALES JOSH TODD

DIRECTOR, SPORTS SALES

BLANCA PADILLASALES ASSISTANT

JENNIE DENISONDIRECTOR, NATIONAL

SALES

AMY MCCONNELLASSOCIATE MANAGER,

COMMUNICATIONSTERRIE GARDNERASSOCIATE MANAGER

PARTNERSHIP SALES & GROUP SERVICES

BARBARA CIPOLAROCONCIERGE & EXECUTIVE ASSISTANTGINGER ST. PIERRE

DIGITAL STRATEGY MANAGER

MICHELLE STREETERVP, COMMUNICATIONS & PARTNER RELATIONS

®

KIMBERLY FREERSR. VP, SALES AND

MARKETING

BOARD MEMBERS EMERITUS MEMBERS


THE YEAR AHEAD \

Visit Mesa will embark on our third year of branding Mesa and our surrounding regional partners as City Limitless®, an effort that continues to earn praise by our industry colleagues as a best practice for destination promotion. Visit Mesa began the fiscal year with yet another nod to our unique positioning of Mesa

having earned the Outstanding Travel Website Web Award by Web Marketing Association in July. Clearly, our destination and its accompanying brand is getting noticed and we recognize that now is the time to evolve our approach and breathe additional life into the core attributes that were

established three years ago. Throughout our marketing, including this Business Development Plan, you will see our creative team bring those five brand archetypes to the forefront for the consumer—Active Family / Fresh Foodie / Adventure Explorer / Culture Seeker / Sports

Enthusiast. Our digital ads will highlight updated photography and fresh design applications that will appeal to a new customer—Millennials. Our vibrant placements will leap off laptops, mobile screens and the pages of print magazines, all pushing the consumer

to learn more and begin planning their travel at VisitMesa.com.

As a direct result of our Two-Year Strategic Plan unveiled earlier this calendar year, our sales teams will collectively

work to host clients as part of a fly-in program direct to our destination. We know that seeing is believing when it comes to selling Mesa and this tried-and-true tactic is the most authentic way to secure business. The expanded effort to

host clients during special events also offers our sales directors an opportunity to build on their existing relationships with top prospects and personally showcase just how endless the opportunities are when

choosing Mesa as their destination city.

Due to the limited access and construction that occurred in Downtown Mesa during Light Rail construction, Visit Mesa was unable to accurately portray the positive activity and vibrancy of our city’s core in our marketing

materials when the City Limitless® brand was launched in 2013. Given the growing assets of downtown—new restaurants, shopping, pocket parks and an ever-expanding schedule of recurring events—Visit Mesa will take leadership on the creation of a destination video intended to celebrate the area as a hub of urban cool targeted

directly to visitors. The new access to downtown and the potential for increased business growth in the area are also two key messages Visit Mesa will actively share with travel media and clients.

Digital animated banner ads.

visitmesa.com

Artist renderings Youth & Amateur Sports Complex

Perhaps the biggest impact you will see from our organization in the year ahead is our increased level of advocacy on behalf of the Mesa visitor industry. It is my personal goal to educate our stakeholders about the value of visitors and the impact their spending has on our community. Visit Mesa will identify signature visitor developments, chiefly the proposed Youth & Amateur Sports Complex, and ensure our residents understand fully the benefits of such new developments. Our recent Destination Product Assessment from Radcliffe & Associates clearly stated the immediate need for Visit Mesa to champion additional sources of visitor revenue and I’m proud to note that our Board of Directors is in full agreement. One of the first courses of action this fiscal year will be to hire a third-party economist to identify all possible revenue streams and impacts that may be generated by the complex. Updates will be shared throughout the year on this effort.

As advocates for visitor activity, Visit Mesa must serve as the change agent in this regard and we urge your support as we call for a unified Mesa Visitor Industry. Over the course of the next year, you will see our hospitality community come together as part of our partner outreach programs and my staff will speak often about how ‘Visitors Mean Business’ and share more about the role of a DMO and what it means to you.

We boast a bright future ahead and Visit Mesa will continue to elevate our presence and destination messaging in all market segments and grow our resources along with our city and surrounding destination.

Marc J. GarciaPresident and CEOVisit Mesa


VisitMesa’sNationalGroupSaleseffortswillbemarkedlyenhancedin2015-2016withanemphasisonattractingAssociationandCorporategroupsaswellasGovernmentandReligiousgroups.NationalSaleswillagainmaximizeourestablishedpartnershipwithHelmsBriscoeandparticipatein

selectopportunitiesaswellasconductregionalpresentationsforHelmsBriscoeassociatesinourfeedercities.Inaddition,NationalSaleswillcontinuetoutilizetheEmpowerMINTdatabasetopre-qualifyplannersaswetargetthemforsitevisitstoMesaCityLimitless®.

NATIONAL GROUP SALES

OBJECTIVES

>>IncreaseleadssourcedandqualifiedbyVisitMesaforMesahotelsandsignaturemeetingandeventvenues.

>>CreateagreaterawarenessofthedistinctmeetingandeventspacethroughoutMesabyattendingindustryconferences featuringone-on-oneappointmentswithmeetingprofessionals.

>>Tailorallprospectingeffortstogroupsandconferencesthatcommand100–250peakroomnightsforourhotels andeventvenues.

>>HostlocalmeetingplannersandcreatecustomizedfamiliarizationtourstointroducethemtoCityLimitless®.

>>FosternewconnectionswithHelmsBriscoe,particularlyinourfeedercities,tocreatemoreopportunitiesforbusinessdevelopmentandleadgeneration.

STRATEGIES

CLIENT FLY-IN PROGRAMAspartofthestrategicplanningprocess,VisitMesastaffandstakeholdersIdentifiedtheimmediateneedtobringclients,

namelymeetingplanners,intothemarketplacetobettershowcaseourvisitorproductandmeetingopportunities.VisitMesa’sTwo-YearStrategicPlansetabaselineofflyingin40clientsduringthefirstyear.Tomeetthatgoal,NationalSales

willorganizeaseriesofindividualFAMtours,includingalargerBuyerEducationTripthatwilltargetupto10planners.ThegroupFAMtourwilltakeplaceinDecember2015andwillhighlightMesahotelmeetingspaceandourkeyvenues

andattractions,withaspecialfocusonDowntownMesaanditsaccessibility.AdditionalgroupFAMswillbeconsideredforthelatespring/earlysummershoulderseason.

FOCUS: TARGETING THE PERFECT-SIZE GROUP FOR MESANationalSaleswilldevelopincentivecampaignsdedicatedtoclientswithprogramsmeetingthe100–250peak

roomnightparameter.ThisstrategywillplaceMesainacompetitivepositiontodevelopandenhanceourbookingopportunities.Mesahotelsandvenuesarealwayslookingfornewbusinessopportunitiestofilltheir

properties,drivebusinessandbookneeddates.TheincentivecampaignlaunchesinSeptemberviae-mailmarketingthatwillbedistributedregularlypromotingthevalueofourdestinationanditsproducts.

visitmesa.com

LEAD GENERATION THROUGH NEW PLANNER RELATIONSHIPS & EXPOSUREThisyearourNationalSalesteamwillbeattendinganumberofhighprofileindustrytradeshowsandtargetmarketsalesmissionstomaximizeouropportunityforone-on-oneappointmentswithplanners.VisitMesawilltargetplannersthatfocusonAssociation,Corporate,Government,Religious,andEducationmarkets.Weunderstandthatbuildingrelationshipsthroughin-personappointmentsandimmediatefollowupistherootofdrivingbusinesstoourcommunity.Theseindustrytradeshowsandsalesmissionssupportourstrategytostaytopofmindwithourcustomers,becompetitivewithsimilardestinations,andbookregularbusinesswithinourMesahotelsandeventvenues.InFY2015-16,wewillhaveapresenceatthefollowingtradeshows:ConnectMarketPlace,SmallMarketMeetings,Rejuvenate,DestinationsShowcase,andleadmissionsinboththeupperMidwest(Chicagoasprimaryfeeder)andDallas-FortWorthmarkets.

NEW: NATIONAL SALES MEETING PLANNER GUIDEInafocusedefforttoshowcaseMesaasacompetitivedestinationwithampleproductofferings,theVisitMesaNationalSalesteamwilldevelopourfirstdigitalMeetingPlannerGuide,availableasadownloadablebrochuredirectfromVisitMesa.com.Thisnewresourcewillbeutilizedbyplannersconsideringourdestinationfortheirgroupsandprograms.Informationanddetailspertinenttoplannerandgroupneedswillbefeaturedthroughout,includinghotelroomcapacity,meetingspacesquarefootageandotherspecifications,numberofmeetingrooms,servicesprovided,aswellasoff-siteeventvenuelocations.ThroughournewMeetingPlannerGuide,VisitMesawillconveytoplannersthatmyriadpossibilitiesexistforplanningauniqueArizonameeting.

Castle on Main18 W. Main St, Mesa480-331-4743thecastleonmain.com

400 f

Las Sendas Golf Club7555 E. Eagle Crest Dr, Mesa480-396-4000lassendas.com

350 f

I.D.E.A. Museum150 W. Pepper Pl, Mesa480-644-4332ideamuseum.org

250 -

Schnepf Farms24810 S. Rittenhouse Rd, Queen Creek480-987-3100schnepffarms.com

250 f

Hohokam Stadium1235 N. Center St, Mesa480-644-4451hohokamstadium.com

200 f

Top Golf 1689 S. SanTan Village Pkwy, Gilbert480-240-1282topgolf.com/us/gilbert/

200 f

Stratum Laser TagFreeway Village Shopping Center, 1455 S. Stapley Dr, Mesa480-545-5500stratumhq.com

150 -

Bass Pro Shop1133 N. Dobson, Mesa602-606-5600basspro.com

125 f

Desert Belle14011 N Bush Hwy, Mesa480-984-2425desertbelle.com

125 f

Riparian Preserve at Gilbert Water Ranch2757 E. Guadalupe Rd, Gilbert480-503-6200riparianinstitute.org

100 -

Mining Camp Restaurant and Trading Post6100 E. Mining Camp St, Apache Junction480-982-3181miningcamprestaurant.com

96 f

Superstition Mountain Museum & Elvis Presley Memorial Chapel4087 N. Apache Trail, Apache Junction480-983-4888superstitionmountainmuseum.org

80 -

VENUESRaw Hide Western Town & Steakhouse5700 W. N Loop Rd, Chandler480-502-5600rawhide.com

15,000 f

Mesa Convention Center263 N. Center St, Mesa480-644-2178mesaconventioncenter.com

5,000 f

Queen Creek Horseshoe Park and Equestrian Centre20464 E. Riggs Rd, Queen Creek480-358-3710queencreek.org/departments/horseshoe-park-equestrian-centre

3,388 f

Commemorative Air Force Airbase Arizona Aviation Museum2017 N. Greenfield Rd, Mesa480-924-1940azcaf.org

2,000 -

La Puesta del Sol @ Fort McDowell Adventures14803 N. Hiawatha Hood Rd, Fort McDowell480-816-6465fortmcdowelladventures.com

1,800 f

Mesa Arts Center1 E. Main St, Mesa480-644-6500mesaartscenter.com

1,588 -

Arizona Museum of Natural History53 N. Macdonald, Mesa480-644-2230azmnh.org

1,000 -

Rockin R Ranch6136 E. Baseline Rd, Mesa480-832-1539rockinr.net

1,000 -

12 West Main12 W. Main St Mesa480-600-867912-westmain.com

800 -

Queen Creek Olive Mill25062 S. Meridian Rd Queen Creek480-888-9290queencreekolivemill.com

500 f

Windmill Winery1140 W. Butte Ave, Florence520-868 5610thewindmillwinery.com

500 f

The Palms Theatre5247 E. Brown Rd, Mesa480-924-6260thepalmstheatre.com

427 f

Onsite Catering

Largest Event Space Capacity

(Number of People)

HOTEL MEETING SPACESPhoenix Marriott Mesa Hotel & Convention Center200 N. Centennial Way, Mesa480-898-8300, 800-MARRIOTTmariott.com/phxmm

275 28 15,000 - 2 f 17 11

Sheraton Mesa Hotel at Wrigleyville West860 N. Riverview, Mesa480-809-4100, 800-325-3535sheratonmesa.com

180 14 12,480 5000 4 f 22 8

Windemere Hotel & Conference Center5750 E. Main St., Mesa480-985-3600, 800-888-3561windemerehotelmesa.com

114 8 8500 15000 1 f 10 22

Hilton Phoenix/Mesa1011 W Holmes Ave, Mesa480-833-5555, 888-370-0980hilton.com/Mesa

260 17 7200 1000 2 f 12 12

Arizona Golf Resort & Conference Center425 S. Power Road, Mesa480-832-3202, 800-528-8282arizonagolfresort.com

187 11 5170 1920 2 f 8 23

Holiday Inn & Suites1600 S. Country Club Dr., Mesa480-610-4314, 866-799-2789mesaphxhi.com

246 9 5000 1200 1 f 15 15

Four Points by Sheraton6850 E. Williams Field Road, Mesa480-579-2100fourpointsphoenixmesaairport.com

134 1 1790 4800 2 f 1 22

Hyatt Place Phoenix-Mesa at Mesa Riverview1422 W. Bass Pro Dr., Mesa480-969-8200, 888-492-8847phoenixmesa.place.hyatt.com

152 2 1300 - 1 f 23 9

Courtyard Phoenix Mesa1221 S. Westwood, Mesa480-461-3000, 800-309-8203marriott.com/phxme

149 2 1274 - 1 f 16.8 12.7

Best Western Plus Mesa1563 S. Gilbert Road, Mesa 480-926-3600arizonamesahotel.com

115 2 960 - 1 f 16 15

Mezona Hotel250 W. Main St., Mesa480-834-9233, 800-528-8299mezonainn.com

128 3 800 - 1 f 17 12

Residence Inn941 W. Grove Ave., Mesa480-610-0100, 800-331-3131 residenceinnphoenixmesa.com

117 3 780 - 1 f 17 13.9

Country Inn & Suites By Carlson6650 E. Superstition Springs Blvd., Mesa 480-641-8000, 800-830-5222countryinns.com/mesaaz

126 3 725 600 1 f 6 22

Courtyard by Marriott Mesa Gateway6907 E Ray Road, Mesa480-351-2088 OPENING October 2015marriott.com

96 1 605 - 1 f 5.7 31.3

Number of Meeting Room

s

Number of Guest Room

s

Largest function space

(sq. ft.)Largest outdoor space

(sq. ft.)

Onsite DiningPhoenix-Mesa Gateway

Airport (miles)

Phoenix Sky Harbor

International Airport (miles)

visitmesa.com/meeting-planner

Effortless meetings start here. Planning a convention, conference, workshop, meeting or special event in Arizona is turnkey in Mesa. With countless options to consider when looking

for a meeting location, the professionals at Visit Mesa are here to help streamline the process and offer a level of hospitality and assistance that will make planning decisions easy.

WESTERN TOWN AND STEAKHOUSE

Onsite Catering

Largest Event Space Capacity

(Number of People)

MesaMezona

Hotel SelectionSite Visits

Conference PackagesGround Transportation

Off-Site EventsPre & Post-Convention Tours

Meetings & EventsMeeting Facilities

Leisure TimeDestination App


MEETINGPLANNER

GUIDE

EVENT SERVICES GUIDE

//// AUDIO/VISUAL //////// Premier Audio Visual117 W. Main St., Mesa • 480-460-1800premieraudiovisual.com

Video West, Inc. 570 W. Southern Ave.Tempe, 480-222-3180videowestinc.comVideo West provides broadcast and industrial quality video, audio and lighting equipment for the corporate business theater, entertainment and special events marketplace. Video West’s inventory includes video projection, video production and camera systems, fiber and high resolution switching, concert sound with line array, conventional and intelligent lighting fixtures, and in-demand sets and staging. No detail is insignificant in live event staging.

//// CATERING //////// Corporate Caterers4815 E. Main St., Mesa • 480-985-2021phoenix.corpcaterers.com/

Creative Hands Cuisine3035 N. Maple, Mesa • 602-628-1534creativehandscuisine.com

Pour Masters1605 W. Parkside Lane, Suite 2C, Phoenix 602-505-7293pourmasters.comPour Masters has been in the professional bartender service industry for nearly 20 years, and they understand the meaning of service. Pour Masters also works with many of the Valley’s top catering, public relations and wedding & corporate planning companies.

Straight to the Plate Catering330 S. Gilbert Road, #15Mesa, 602-349-1208straighttotheplate.com

//// ENTERTAINMENT //////Avalon Meetings & Entertainment, Inc.13951 N. Scottsdale Road, #225, Scottsdale 480-860-2423avalonme.comAvalon Meetings and Entertainment, Inc. is a leading provider of Destination Management, Entertainment, and Event Services. Since 1983, Avalon has provided a one stop resource for meeting and event planners, nationwide. Whether it’s a gala event, entertainment, teambuilding, spouse program, transportation, or video recording and internet streaming, for virtually all aspects of your agenda, you can count on Avalon for a stress free, flawless program.

Brad Zinn Entertainment Enterprises5350 W. Bell Road, #C122-PMB439Glendale • 602-841-6507bradzinn.net

Corporate Follies & Cowboy West16627 N. 41st Place, Phoenix 602-404-2388CorporateFollies.com

Native Spirit Production, LLCP.O. Box 74468, Phoenix • 623-465-4813nativespirit.com

Ray the DJ Professional Mobile Disc Jockey ServicePO Box 26040, Tempe • 602-349-1208raythedj.com

// PROMOTIONAL ITEMS //Idea Source Inc.131 W. 1st St., Mesa • 480-461-0100ideasourcepromotions.com

Newline Trophy2450 W. Broadway, Suite 101, Mesa480-804-1902newlinetrophy.com

//// RENTALS /////////////

CSI etc.4802 W. Van Buren St.Phoenix • 602-923-0011meetcsi.comCSI etc. is the leading national trade show and exhibitions contractor, providing full service show contracting and a la carte products and services. CSI, etc. has a state of the art online service capability that allows exhibitors to view and order all required items and services on line, reducing paperwork and simplifying the entire ordering process. This streamlined process consists of online ordering for exhibitors, floor plan options, and customer service, including on-site management.

Encore Creative410 S. Madison Drive, Suite 4Tempe • 480-736-2800encorecreative.com

kool. Party Rentals2465 S. Industrial Park Ave., #3Tempe • 623-434-8822koolpartyrentals.comkool. Party Rentals provides premium event furniture and illuminated décor including distinctive lounge seating and lighted tables, bars, centerpieces, décor, and more. kool’s team of professionals take pride in working diligently with clients to make every event a personalized and successful experience. From corporate events and trade shows to fundraisers and galas, grand openings to ultra-lounge parties, fashion shows to weddings, mitzvahs to holiday parties, kool. Party Rentals has the expertise and exceptional style to make any kind and any size event an outstanding and memorable occasion for clients and their guests.

On-Site Productions, Inc.1792 E. Verde Blvd. San Tan Valley • 571-436-3000on-siteproductions.com

Themers LLC441 S. Robson, Mesa • 480-497-3229themers.com

//// TEAM BUILDING ///////

Event Team, Inc.3454 N. San Marcos Pl., #11Chandler • 480-507-9140eventteaminc.comEvent Team Inc. is the premier team building company for corporate events. Bringing the entertainment aspect and the fun to team building, Event Team provides an outstanding experience from the first call to their office to the completion of the event and beyond. All events are coordinated with the highest quality games, activities and executed by knowledgeable staff.

Fun Coach USA6015 E. WethersfieldScottsdale • 602-980-3798funcoachusa.comFun Coach USA connects event planners to their most vital resources, people. Programs like Team Play provide fun for the group, while Fun Coach Workouts help connect people with each other and help connect the ‘I’ in team through improving communication and teamwork skills.


METRO

Light Rail

Where planning is effortless, possibilities are endless, memories are timeless, and opportunities are boundless. Call upon our destination experts today to schedule a personalized site visit and explore Mesa, Arizona.

MEET IN THE HEART OF THE DESERT SOUTHWEST

Director National Sales \ Jennie [email protected] \ 480-682-3664


NATIONAL GROUP SALES TRAVEL SCHEDULE

2015 \

CONNECT MARKETPLACE AUGUST 27-29 \ PITTSBURGH, PA

SMALL MARKET MEETINGS CONFERENCE SEPTEMBER 27-29 \ LITTLE ROCK, AR

REJUVENATE CONFERENCE NOVEMBER 2–5 \ DALLAS, TX

2016 \

TEXAS SALES MISSION JANUARY \ DALLAS & HOUSTON, TX

DESTINATIONS SHOWCASE FEBRUARY 8–10 \ WASHINGTON, D.C.

CHICAGO & MIDWEST SALES MISSION SPRING \ CHICAGO, IL

HELMSBRISCOE ANNUAL BUSINESS CONFERENCE JUNE 8–10 \ PHOENIX, AZ

NATIONAL SALES

22 6,0002015\2016 BOOKINGS TOTAL ROOM

NIGHTS

GOALS

visitmesa.com

DOWNTOWN GILBERT


TRAVEL INDUSTRY SALES

TheTravelIndustrySalesdepartmentwillbuilduponourrelationshipsintheemergingoverseasmarketsoftheUnitedKingdom,GermanyandChina.FY2015-16representsourthirdyearoffosteringbusinessconnectionsinthesemarketsandwillalsomarkourfirstphysicalentrytotheChinese

market.ContinuedeffortswithintheU.S.domesticleisuremarketstoattractvisitorswillalsobeafocus.TravelIndustrySaleswillcontinuetoworkwithregionalpartners,TownofQueenCreekandTownofGilbert,toshowcasetheirvisitorattractionsandamenitiestoourvaluedclients.

VisitMesawillcontinuetoreachconsumersviaselecttouroperatorcampaigns,seasonalpromotions,andestablishanewprogram,ClubVisitMesa,whichfeaturesopaqueratepricingsupportingourexistingvacationpackagesonourbookingengine.

OBJECTIVES

>>StrengthenawarenesswithintheChinesemarketwithafocusedsalesmissionandappointmentswithkeytouroperators.

>>PromoteCityLimitless®attributesincludingCowboyandWesterncultureandOutdoorAdventuretotheUnitedKingdomandGermanmarkets,alongwithincreasingMesahotelproductavailabilityinvariousclientproducedtariffsandpublications.

>>Increaseroomnightproductionthroughvarioustourproductadditionsandclientmarketingcampaigns.

>>WorkwiththeArizonaOfficeofTourismtoattractmorebusinessfortheregionthroughcollaborativetradeevents andfamiliarizationtours.

>>HostproducttrainingsthroughouttheyeartargetingtouroperatorsandagencieswiththehighestpropensitytosellthroughonArizonaproduct.

>>ScheduleandthemeseasonalmarketingoutreachcampaignstargetedtoairlineconsumerswithAmericanAirlines Vacations,AllegiantVacationsandSouthwestVacations.

>>Increaseconsumer-directbookingsontheVisitMesabookingenginethroughthedevelopmentofvacationpackagingandopaquerateoffers.

STRATEGIES

DIRECTING OUR CONSUMER TO BOOK WITH VISIT MESA

TravelIndustrySaleswillconcentrateheavilyonthecreationandpromotionofconsumervacationpackageswiththesupportofourindustrypartners.ThesenewproductofferingswillbeshowcasedonVisitMesa’sbookingengine

operatedbyRegattaTravelSolutions.VisitMesawillbeabletobuildhotelandattractionpackagesanddisplaythemprominentlyfordirectconsumerbookings.VisitMesawillcontinuetogrowpackagepotentialforseasonal

andsignatureeventsincludingQueenCreek’sRootsN’BootsRodeo,CountryThunder,selectfestivalsandmore.TheseinspiredvacationpackageswilloffersubstantialvaluetotheconsumerwithMesahotelsandarea

attractions.Selectmarketingcampaignswillhavedirectclick-thrusandcall-to-actionmessagingthatdirectsconsumerstobookonlineatVisitMesa.com.

visitmesa.com

INTERNATIONAL REPRESENTATION: CHINA GETS FIRST VISIT FROM MESA CITY LIMITLESS®

VisitMesawillbeconductingitsfirst-everChinaSalesMission.ProducedbyEast/WestMarketingCorp,thismissionwillestablishrelationshipswiththetop-producingChinesetouroperatorsandwholesalers.OfficialsfromtheTownofQueenCreekwillparticipateonthesalesmissioninordertogainmoreexposureforourregionalpartnersandtheirattractions.VisitMesawillalsoproduceaproducttrainingvideo—inMandarin—highlightingtheuniqueattributesofMesa,theregionandArizona.ThevideowillbeshowcasedduringpresentationsandappointmentsandwasproducedincollaborationwithArizonaChinaandTravelTours.

Duringthemission,Chineseclientswillbeintroducedtoournewestambassador—Mesa,ourmascotlizard.Themascotisprominently

featuredinthevideoandwillbeshowcasedduringourscheduledtrainingstoconnectourdestinationtoacharacteruniquetoourlocation.Thelizard’scolortonesidentifywiththevastChinesepopulationandconsumermarket—hisredbodyandgoldenbellyareasymboloftheChinesenationalcolors.AccordingtothecurrentgovernmentinterpretationoftheChineseflag,theredbackgroundsymbolizestherevolutionandthegoldencolorswereappliedto“radiate”ontheflag’sbackground.Anotheruniquefeatureofourmascotisthelizard’sbrightgreeneyeswhichisthecolorthatmostChinesenationalsassociatewithAmericaneyecolor.ThemascotwillalsohavearoleinoursocialmediaeffortsintheChinesemarket—whichwillcontinueonafterlayingincrediblegroundworklastfiscalyear.Tohelpexpanduponthesuccessofour250,000followersonChina’spopularsocialmediasite,Weibo,thelizardwillbespendingtheweekwithVisitMesa’sEssentiallyAmericasweepstakeswinnerwhentheyvisitourcityinOctober2015.VisitMesastaffwillalsoconductphotoopportunitieswithourmascotthroughouttheupcomingmission.

PRODUCT TRAININGS & SALES MISSIONS TravelIndustrySaleswillconductseveralsalesmissionsandattendtradeshowsthroughouttheyear.OurannualsalesandproducttrainingmissiontoLasVegaswilltakeplaceatAllegiantTravelCompany.Inaddition,missionparticipantswillalsoconductproductmanagermeetingsinandaroundtheLasVegasarea.IncludedthisyearwillbeaproducttrainingandsalescallmissiontoLosAngelesinSpring2016.LosAngelesishometoalargenumberofreceptiveoperatorsandourvisitwillshedmoreawarenessonthegrowinghotelproductandattractionsinandsurroundingMesa.

>> InNovember,VisitMesawillreturntotheUnitedKingdomandbringpartnerstobuildupontheeffortsalreadymadeinthismarket.BritishAirwaysHolidays, whichofferstheonlydirectoverseasflighttoPhoenix,willbeenhancingtheirMesahotelproductandprovideadditionaloptionstoUKvisitorsandBritish AirwaysEmployees.AbroaderselectionofhotelsclosetoMesa’soutdooradventureexperienceswillbepartthenewofferings.Additionaleffortswill includeoutreachinGermanywithtravelagentandreservationstafftrainingsandproductmanagerappointments.FTITouristik,oneofGermany’sleadingtour operators,willfeaturethreeMesahotelsintheir2015tariff,anincreaseoverthepreviousyear’sofferings.

>> VisitMesa’stradeshowpresencewillbesecuredattheAmericanBusAssociationMarketplaceinJanuary2016whichwilltargetdomesticmotorcoachtour operators,aswellasattheU.S.TravelIPWoperators.EachofthesetrainingsandtradeshowopportunitieswillgenerateleadsforpotentialnewbusinessinMesa.


TRAVEL INDUSTRY SALES TRAVEL SCHEDULE

2015 \

CHINA SALES & OUTREACH MISSION OCTOBER 11-20 Targeted client reach: 275

UNITED KINGDOM SALES MISSION NOVEMBER 30-DECEMBER 4 Targeted client reach: 50

LAS VEGAS SALES MISSIONRECEPTIVE MEETINGS & ALLEGIANT TRAINING DECEMBER 14-16Targeted client reach: 100

2016 \

AMERICAN BUS ASSOCIATION MARKETPLACE JANUARY 9-12 \ LOUISVILLE, KYTargeted client reach: 40

ALLEGIANT VACATIONS TRAINING & TOUR OPERATOR SALES CALLS APRIL 18-20 \ LAS VEGAS, NVTargeted client reach: 6

U.S. TRAVEL ASSOCIATION’S IPW MAY 30-JUNE 3 \ NEW ORLEANS, LATargeted client reach: 70

GERMANY SALES MISSION MAY 2016 \ FRANKFURT, HAMBURG, MUNICHTargeted client reach: 40



NIGHTS

GOALS

visitmesa.com


RIVERVIEW PARK


SPORTS

VisitMesa’sSportsSalesdepartmentpromotesMesahotelsinadditiontoourdestination’scollectionofsportsvenuesandattractionsinordertoattractnewbusinessfortheregionintheformofvisitor-drivenyouthandamateursportsevents,tournamentsandchampionships.SportsSales

alsoprovidessuperiorservicetoexistingeventsprimarilyforthepurposeofbusinessretentionandenhancingtheeventandoverallMesavisitorexperience.BoththemarketingandhostingdutiesrelatedtosportseventsandtournamentsaredesignedtoeffectivelypositionandbrandMesa

asthenation’spremiersportseventdestinationintheSouthwest.

OBJECTIVES

>>Drivevisitorspendingandlongtermincrementaltaxdollarsbyfillinghotels,facilities,restaurantsandattractionswithsports-relatedbusiness.

>>GeneratepositiveexposureandvisibilityforMesaCityLimitless®aswellasitssportsfacilitiesbyhostingmemorableeventsthatkeepMesainattendees’mindslongaftertheyleave.

>>ContinuetopositionMesaCityLimitless®asoneofthenation’spremierlocationsforsportingeventsintheeyesofNationalGoverningBodies(NGB’s)andeventrightsholders.

>>Continuetodevelopandstrengthenrelationshipswithlocalhostpartnersandsport-specificorganizations,withstrongsignificanceplacedontheadvocacyrolerelatedtothedevelopmentofanewyouthandamateursports

complexinMesa.

STRATEGIES

CENTER OF NATIONAL AQUATICS SCENE VisitMesahasalwaysplacedastrongfocusonchampionshipcaliberaquaticeventsthroughouttheyearandthiscoming

yearmaybethebiggestyet.USASynchrowillbringmorethan350athletesandcoachesfromaroundthecountrytoMesatocompeteintheirU.S.NationalsatSkylineAquaticCenter.Mesahostedasimilareventin2012atKinoAquatic

Centerandthe2016eventwilltargettwicetheattendees.Attheconclusionoftheevent,theUSANationalTeamwillholdtryoutsinMesaassomeofthebestyoungsynchronizedswimmersinthecountrywillbeherecompetingthe

weekpriortotryouts.

VisitMesaisnowenteringourfourthyearofhostingtheUSASwimmingArenaProSerieswherethebestofthebestintheworldofswimmingcometoMesaandcompeteoverfourdays.With2016beinganOlympicyear,theevent

promisestobeascompetitiveasiteverhasbeeninthepastwithOlympiansintheline-up.Inaddition,USAWaterPolo12UNationalswilltakeplacethisyearinMesa,makingthisyearatrifectaofnationalaquaticeventsfor

ourdestination.

visitmesa.com

CSEE AND CONNECTSPORTS NATIONAL SPORTS ADVISORY BOARDDirectorofSportsSalesJoshToddrecentlyearnedhisCSEE(CertifiedSportsEventExecutive)certificationandwasnominatedtotheCollinson/ConnectSportsAdvisoryBoard.Thishighly-regardedboardsetsforththeplanfortheannualConnectSportsMarketplaceandUSOCSportsLinkannualtradeshows.Notonlyistheboardresponsibleforoverseeingtheseannualshowcases,buttheboardwillmeettwiceannuallytodiscusssportsvisitorindustrybestpractices,waystoimprovetheindustry,andidentifyanddevelopadditionalprofessionaldevelopmentopportunities.Todd’sroleontheboardalsolendsitselftohissalesdutieswithamixofsportsplannersalsointhiselitegroup.

A FUTURE FOR YOUTH SPORTS IN MESA: ADVOCATING FOR VISITOR DEVELOPMENT VisitMesasponsoredafeasibilitystudythisyearonaproposed24-field,multi-purposesportscomplex.NationsGroup,aleadingsportsdevelopmentagency,conductedathree-partsurveytodeterminetheimpactsuchafacilitycouldhavehereinMesa.Morethan400eventsrightsholdersthroughoutNorthAmericaweresurveyedgaugingtheirinterestandfeedbackonthefacility.Literallyhundredsofeventswereidentifiedasbeingaprobablefitfortheproposedcomplex.ThereisaglaringvoidforthistypeofofferingintheEastValleyandtheprojectedeconomicimpactsfromtheadditionwouldbesignificantforsportstourismthroughoutthestate.NationsGroupalsoconductedlandsurveysofthreepre-selectedlocationsinMesaandrecommendeddevelopmentintheeasternpartofthecity,adjacenttothecurrentRedMountainSportsComplex.Thelocationensuresthemajorityofroomnightproductionwouldberetainedwithinthecityboundariesandavailablelandcouldspuradditionalrelateddevelopmentsfromhotels,restaurantsandmore.NationsGroupprojectedthat109,000roomsnightscouldbedirectlyattributedtotournamentsheldatthefacilityif50%oftheeventsMesaalreadybidsforweretoconfirmeventsinthecity.Theestimatedimpactsfromtheoutdooreventswouldreach$90millionandtheindooreventswouldreach$7.8millionindirectvisitorspending.

SPORTS COMPLEX FEATURES: • 24Multi-PurposeFields

• DuelStadiumConcept withClubhouses,Seating for4,000+perstadium

• IndoorFieldhouse (110,000squarefeet)

• OperationsCenter

• Parking,Restrooms &Amenities

• DestinationDriverand ‘PointofPride’forMesa

• Facilitywouldbringover 100KvisitorstoMesaeveryyear Projected Annual Economic Impact: $98 Million

Artist renderings Youth & Amateur Sports Complex


SPORTS SALES TRAVEL SCHEDULE

2015 \

USOC SPORTSLINK & CONNECTSPORTS AUGUST 25-30, 2015 \ PITTSBURGH, PA

COLORADO SALES MISSION SEPTEMBER 14-18, 2015 \ BOULDER, DENVER, FORT COLLINS, CO

USAS CONVENTION (UNITED STATES AQUATIC SPORTS) SEPTEMBER 29-OCTOBER 2, 2015 \ KANSAS CITY, MO

TEAMS CONFERENCE NOVEMBER 10-13 \ LAS VEGAS, NV

2016 \

ABCA CONVENTION (AMERICAN BASEBALL) JANUARY 7-10, 2016 \ NASHVILLE, TN

WAC BASKETBALL TOURNEY/ANNUAL MEETING MARCH 10-13, 2016 \ LAS VEGAS, NV

NASC ANNUAL SYMPOSIUM APRIL 3-7, 2016 \ GRAND RAPIDS, MI

INDIANA SALES MISSION (NCAA) SPRING 2016 \ INDIANAPOLIS, IN


NIGHTS

GOALS

SPORTS SALES

visitmesa.com

OAKLAND ATHLETICS SPRING TRAINING – HOHOKAM STADIUM


MARKETING

Thisistheyearforevolving theCityLimitless®brandandVisitMesawillbecreativelyre-positioningourdestination’slifestyleattributesinlayers,applyingnewgraphicsandsmart,to-the-pointmessaginginourmarketingplacements.Thisnewdirectivewillappearinourdigitalbannerads,onour

socialmediafeedsaswellascarrythroughinourprintedmaterialspromotingMesaandourregionalexperiences.Thisfiscalyear,Marketingwillalsoidentifyunconventionalwaysfortargetingnewvisitors.WewilltestthepowerofvideoandmusicinGermany,goafterthelucrativemillennial

jetsetters,andinvestintargetingCanadians–anon-goingmarketingeffortthathasalwaysyieldedgreatreturns.Throughoutourprogramofwork,VisitMesawillapplythenewresearchreceivedfromourRUFStrategicSolutionsanalysisofourdatabaseaccounts.VisitMesanowhascustomer

‘clusters’thataredefinedonanumberoftraitsincludingdemographics,lifestyleinfluences,andspendingpower.

OBJECTIVES

>>UpdateVisitMesacreativetoshowevolutionofthebrandandnewapplicationsofCityLimitless®

>>ManageVisitMesa’sonlinemarketingperformanceacrossalldigitalplatforms.

>>Identifyuniqueapplicationsforvideotoextendourpresenceinnewandinternationalmarkets.

>>InviteindustrypartnersparticipationintheVisitMesabookingengine,sharingbenefitsfromexclusiveoffersandtravelpackages.

>>CloselymonitorSEOperformanceanditseffectonsitenavigationanalysisonVisitMesawebsite.

STRATEGIES

GERMANY: TARGETING A NEW AUDIENCE WITH TELEVISION

VisitMesawillpartnerwith3Sixty-TVTravelMagazineandshareourdestinationmessageviavideotoGermanconsumers.ThistelevisioncampaignwilltakeplaceinselectMcDonald’slocationsthroughoutGermanywhichwillairthethree-minute

VisitMesadestinationvideoinitsentiretyaspartoftheirrotatedprogramming.Thevideowillairwithvolume,allowingconsumerstohearVisitMesa’soriginalcompilationwhilewatchingthedestinationimagery.TheVisitMesavideoand

accompanyinglyricswillbeairedontelevisionsin900McDonald’soveracourseoftwomonths,withaguaranteed160,000impressionsreachedduringthatperiod.Thein-restauranttelevisionchannelsrunduringallthreemealperiods,with

somelocationsoffering24-hourservice.

visitmesa.com

MADDEN MEDIA & VISIT MESA: PUSHING OUT TARGETED MESSAGING TO NEW AUDIENCES

VisitMesawillagainenlistMaddenMedia,basedinTucson,toexecuteamulti-faceteddigitalmarketingcampaigntargetingconsumersacrossdigitalplatformsandreachingthemonsomeofthemostpopularwebdomainsinthecountryincludingFacebook,Hulu,YouTube,Googleandmore.Theeight-monthcampaignwilltargetconsumersviae-mailblastmessagingandwithaseriesofFacebookandGoogleDisplayNetworkdigitaladsdeliveredtoconsumersbasedontheirkeywebsearchterms,profilesandonlinesearchhabits.ThecampaignwillfeaturefourthemedgetawaystoMesaandcaptureconsumerdatathroughtheonlinesweepstakes.MaddenMediadoesadditionaltargetingthroughVacationFun.comanddisplaysfeaturedestinationbannersacrossthisvacationplanningwebsite.Thisyear,VisitMesahasselectedcompellingbrandimagesthathavethepowertoengagethepotentialtravelerandboostcampaignperformance.


NATIVE NEIGHBORS

VisitMesawillpositionboththeFortMcDowellYavapaiNationandtheWildHorsePassDevelopmentAuthorityastwounique

destinationswithinCityLimitless®.ThevisitordevelopmentsandattractionsintheseregionscomplementtheMesavisitor

experienceandthebusinessenterpriseswithineachNativeAmericancommunitywillbewovenintoourVisitMesa

Partnershipprogram.TheseNative-ownedexperienceswillreceiveallthebenefitsofaLimitless®Partnership,

featuringinclusionine-mailmarketingcampaigns,targetedsocialmediapostsandorganicvideos,aswell

asreceivingleadsandreferralsamongotherservices.Groupmediatourswillincludethemanyone-of-a-kindadventuresonclientitineraries,andNationalSaleswillfeaturethedestinationsasidealoff-site

meetinglocations.VisitMesawillalsoprominentlyfeaturethecommunitiesonlineandinthe2016MesaLifeVisitorsGuide.

MARKETING OUR URBAN CHARMS TO MILLENNIALS

Thisyear,aconcentratedeffortwilltakeplacetotargetMillennials,alsoknownasGenerationY.Thisinfluentialsetofconsumers,borninthe1980sand90s,hassurpassedGenerationXinpopulationandnowrepresentsthelargestshareoftheAmericanworkforce.VisitMesahaspartneredwith

Millennials.comonaseven-monthdigitalmarketingcampaignthattargetsconsumersviatheirmobileuse,andmonitorstheirmobilebehavior.ThiscampaignwillhighlightimagesandmessagingpromotingMesaandtheregion,specificallytheculinaryandnightlifelifestyleofferings.

CriteriaforreceivingatargetedadfromVisitMesawilldependonwebsitesearchesandpurchasinghabits.ThecampaignwithMillennials.comwillalsofeatureaproactiveretargetingcampaignthatfollowstheconsumeronline.Refinedmessagesonthedestinationwillbesharedinthe

retargetedadplacementsfeaturingoutdooradventureandexclusivehotelrates.Millennialsarealucrativenewmarketsetforthevisitorindustry.AccordingtoCouncilofEconomicAdvisors,thisgenerationrepresentsthemostdiversegroupinAmericaand61%ofadultmillennials

haveacollegeeducation;atravelstudybyShullmanResearchCentershowedthat69%ofMillennialswilltravelwithintheU.S.and77%ofthatsamegrouptravelforleisure.

MILLENNIALS: HITTING OUR TARGET

DigitaladswillbeservedtotargetedMillennialconsumersinthesegeo-targets:

>> California >>NewMexico >>Texas >>Utah >>Washington

>>Arizona

>>Indiana >>Iowa >>Oregon >>Illinois >>Minnesota

visitmesa.com

MARKETING JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN PROJECTED REACH

MaddenMedia 50,000,000MaddenMedia–VideoPre-Roll 30,000,000 MillennialMedia 19,350,000 React2Media 1,000,000CanadianTraveller-Consumer(Canada) 1,383,000

Explore-Consumer(Canada) 77,300

DoradoMagazine 150,000

TexasMonthly 2,600,000FoodTravelerMagazine 500,000

VISIT MESA 2015-2016 MEDIA PLAN

OH CANADA!

VisitMesawillpartneronceagainwithMyPassionMedia,aleadingCanadiantradeandconsumermarketingagencywithsolidreachacrossCanada.Onbehalfofourregionalpartner,TownofGilbert,VisitMesahasnegotiatedaseriesofmarketingplacementsinbothCanadianTraveller,thehigh-end,quarterlyglossyconsumermagazinewithstimulatingtravelcontent,andExploreMagazine,Canada’sleadingoutdoorlifestylepublicationthatreachesoutdoorenthusiastsacrossthecountry.Asingleadvertisementplacementineachmagazinewillreachmorethan100,000readers,withadditionalexposureofferedthroughaseriesof“WhereNext?”e-mailblastsaspartoftheexpansivemediabuy.VisitMesa’stargetedadsfeaturingGilbertmessagingwillalsobeplacedonadditionalonlinemediasitespopularinCanadaincludingInfoBarrel.com,BCOutdoors,andEnvironment911.orgtonameafew.AccordingtoStatisticsCanada,theUnitedStateswelcomesmorevisitorsfromCanadathanfromanyothercountryandin2012ArizonavacationspendingbyCanadianswas$923million.TheArizonaOfficeofTourismCanadianVisitationProfilenotesthatin2013,Canadiansspentanaverage20.8overnightsinthestateandthat91%statedtheirreasonfortravelwasforleisurepurposes.

We had a food network

before there was aFood Network.™

Mesa and Gilbert, Arizona have a rich history of providing

locals and visitors alike a bounty of culinary delights. From

urban farms and agri-hoods, craft breweries and a collection

of chefs who source their ingredients locally, you’re sure to

find your flavor on our Fresh Foodie Trail™. Come feast on

our endless variety of epicurean extravagances.

MESA \ GILBERT \ QUEEN CREEK \ APACHE TRAIL \ TONTO NATIONAL FOREST visitmesa.com/CTAZ

#freshfoodiemesa


COMMUNICATIONS & PARTNER RELATIONS

VisitMesaCommunicationsisresponsibleforsharingstoriesaboutMesa’snewestproductofferingsandindustryupdates.Inadditiontotargetingtravelwriters,thisyearCommunicationswillbegintohostinfluencers–socialmediapersonalitiesandbloggers,thathavelargefollowingsandareknownto

impacttravel-makingdecisionsbyconsumers.Asconsumerscontinuetochangetheirpatternsabouthowtheyreceivedestinationinformation,it’scriticalforourCommunicationsteamtotargetnewoutletsandaudiencesfortellingourstory.SharingVisitMesa’sexperiencesbothonlineandon

socialmediachannelsisworkingasmorewriterstagandlabeltheirstorieswithmarketingidentifiersincludinghashtagsandapplykeywordstotheirsocialposts.Inaddition,newmessagingwillbecraftedtopromoteourexpandingvisitorattractions,aswellasthenewhotelproductenteringour

marketthisfiscalyear.Alsothisyear,Communicationswilltakeonanexpandedrolewithadvocacyasourorganizationgetsreadytopresentourcommunitywithaproposedstrategyfortheconstructionofayouthandamateursportscomplex.Importantdataregardingtheeconomicimpact

ofthisdevelopmentwillneedtobecarefullyandstrategicallycommunicatedtotheMesaresident.VisitMesaCommunicationswillalsoprovideupdatedmessagingasitrelatestoourregionalpartnersintheTownofGilbertandTownofQueenCreek,andcraftnewpitchesforourNative

AmericanpartnersthathaveincreasedtheirsupportofVisitMesathisyear.

OBJECTIVES

>>Identifyandtargetsocialinfluencers,definedasthosecontactswithmorethan25,000followersonsocialmediaoutlets,withtheintenttohavethesenewnon-traditionalmediaoutletshostourtravelcontentandendorseourdestination.

>>EstablishtheVisitMesaBlogasthemainstorytellingresourceforconsumers,postingupdatedcontentweeklywithproactivepromotionoftheBlogtopicsviaVisitMesa’ssocialmediachannels.

>>Identifycommunityleadersandtravelwritersandinvitethemto‘takeover’VisitMesa’ssocialmediafeedsandpromotetheirspecialeventswithanoriginalandauthenticmessage.

>>PartnerwithArizonaDMOstohostgroupmediatourstotellalargerdestinationstory,withtheaddedbenefitofcostsharing,includingpartnershipswithVisitTucson,VisitPhoenixandtheScottsdaleConvention&VisitorsBureau.

>>CreatenewapproachestopromotingMesa’sbrandattributesandcoreexperiencesinordertoremainrelevantandprovidenewstoryideastotravelmedia-includingthelaunchoftheFreshFoodieAgritourismTrail,combiningregional

culinarytravelproductandcreatinganewconsumerresourceguidefeaturingtheseexperiences.

STRATEGIES

SOCIAL SHARING: TARGETED TAKEOVERS OF VISIT MESA SOCIAL FEEDSStartinginFY2015-16,VisitMesaselectpartnerswillhavetheopportunitytosharetheirstoriesviaVisit

Mesa’ssocialmediachannelsandblogthroughtakeoversandguestposts.ThisnewaddedvalueforpartnersprovidesVisitMesatheopportunitytoacquirefreshcontent,newfollowersandincreasedengagement

througheachbrand’suniquevoiceandthird-partycredibilityastowhatmakesMesaauniquedestination.Thisopportunitywillalsobeprovidedtosocialmediainfluencersandbloggerstosharetheirfavorite

experiencesinCityLimitless®.visitmesa.com

THEPOWEROFPARTNERSHIP

Mesa + Gilbert + Queen Creek + Apache Trail + Tonto National Forest = [ ]

EFFORTLESS PARTNER

= Measuring your return on your investMent

• Website listing Includes: company name, address, phone number, website address, email contact, logo and 50 word company description (additional category listings available for $50 each - see payment form)

• VISITORSGUIDE,BASICLISTING(January1–December31,2016) Includes: company name, address, phone number and website address only

• ELECTRONICLISTINGONVISITMESA’SDIGITALTOUCHSCREENkIOSkS

• LISTINGONVISITMESATRAVELAPP

• WELCOMETOCITYLIMITLESS®SOCIALMEDIAPOST(Facebook,Twitter)

• VISITMESAExTRANETACCESS Password protected access to track and manage leads for future business opportunities on Visit Mesa’s Extranet. Includes tracking of all leads/referrals, media coverage and consumer direct website activity. Access to hotel/attractions and packages booking engine. Ability to load public events on VisitMesa.com.

• DEALSANDDISCOUNTSLoad exclusive specials and promotions on the VisitMesa.com coupon page

35,000+ GUIDES + DOWNLOADS

MesaBusinesses $250/year NeighborCityBusinesses $350/year NEW!WebsiteReferralLifestyleProgram +$500/year

•ALLEFFORTLESSANDPRICELESSPARTNERSBENEFITSPLUS…

•Priority Website listingTop 15 rotating listings on the website based on your partnership category

•QUARTERLYCONSUMERNEWSLETTEROne featured placement with link to landing page dedicated to partner message, blog post, seasonal special offer, storyline or press release

• ONEFEATUREDBLOGPOSTHand-crafted messaging on Visit Mesa’s popular news feed

• PUBLICRELATIONSANDCOMMUNICATIONS(Opportunities are limited) • Press release / Media support • Featured in the “What’s New” printed publication (one of three versions) distributed at tradeshows and media missions • Business featured in Visit Mesa Digital Press Kit

• TRAVELAPPPUSHMARkETING Two featured events or travel deals/specials ‘pushed’ out to Visit Mesa Travel App users (partner to determine message/timing of promotion)

•TRADESHOWSANDSALESMISSIONSFirst right of refusal for participation in tradeshows and missions (Spaces limited and based on availability. Cost for participation and travel expenses not included.)

• WEBSITEREFERRALLIFESTYLEPROGRAM

125,000+E-NEWS

SUBSCRIBERS

BOUNDLESS PARTNER

NEW!WEBSITEREFERRALLIFESTYLEPROGRAM($500/yearvalue-IncludedwithBoundless&Limitless

Partnership)

ConsumerinquiriesforadditionalinformationreceivedonVisitMesa.combasedonlifestylecategories.Partnerswillbeautomaticallysentconsumerdataforadditionaloutreach/marketing.

>>

29,000+Referrals(FY 14-15)

MesaBusinesses $3,000/year NeighborCityBusinesses $4,000/year

• ALL EFFORTLESS, PRICELESS AND BOUNDLESS PARTNERS BENEFITS PLUS…

•Feature iMage on Website banner Rotating on selected sub-category page

•FACEBOOkTARGETEDPAYPERCLICkCAMPAIGNOne per quarter (boosted by Visit Mesa)

•QUARTERLYCLIENTNEWSLETTERS3 featured placements linked to landing page dedicated to partner message in form of blog post, seasonal special offer, story or press release as part of Visit Mesa sales department client e-newsletters; one message per sales department e-newsletter

•ONEDEDICATEDBLOGPOSTHand-crafted messaging on Visit Mesa’s popular news feed, dedicated to partner

•ONEDEDICATEDE-BLAST Targeted e-mail blast to select Visit Mesa E-News subscribers with partner brand message and photography (target audiences determined by Visit Mesa)

•VIDEOPLACEMENTPartner provided video featuring either an employee interest story or special event housed on our YouTube channel and shared on Visit Mesa social media outlets

•LOGOPLACEMENTONVISITMESAWEBSITEHOMEPAGEblack and white, rotating logo on homepage footer

LIMITLESS PARTNER

MesaBusinesses $5,000/yearNeighborCityBusinesses $6,500/year

ALLBusinesses $100/year

•ALLEFFORTLESSPARTNERBENEFITSPLUS…

•social Media posts on Facebook, twitter and instagram (4messagesperannualcontract)

• TWOORGANICVIDEOPLACEMENTSShot on location by Visit Mesa staff and promoted on Visit Mesa’s You Tube channel and social media feeds

•ENHANCEDWEBSITELISTINGIncludes logo, photos and up to 100 word description, with the option to upload video to business listing

•ENHANCEDVISITORGUIDELISTINGIncludes logo and up to a 25 word description

•BOOkINGENGINEMARkETING Participation in Visit Mesa’s booking engine campaigns and promotions

• FAMILIARIzATIONTOURSANDSITEINSPECTIONSInvitations to host prospective clients related to Media and Sales (Sports, National Group Sales and Travel Industry Sales) based on client needs

• BROCHUREPARTICIPATIONIn select tradeshows and missions

1.2 MillionPAGE VIEWS

(ondesktopandmobiledevices)

PRICELESS PARTNER

25kfans

300klifetimetweets

MesaBusinesses $1,500/year NeighborCityBusinesses $2,000/year NEW!WebsiteReferralLifestyleProgram+$500/year

145klifetime

views

Includes:companyname,address&phonenumberonly(onecategory)BASIC WEBSITE LISTING

VISIT MESA has developed a series of marketing partnerships for all Mesa and surrounding regional businesses eager to tap into a variety of market segments and secure valuable visitor spending dollars. Our tiered partnerships offer an array of platforms to promote your business including digital marketing, social media and mobile targeting, innovative outreach efforts as well as taking your message to the tradeshow floor.

NEW PR PRODUCT: ROUTES TO ROOTS, THE CITY LIMITLESS® FRESH FOODIE TRAILThisyear,VisitMesawilllaunchapublicrelationscampaigntopromotethenewFreshFoodieTrailTMtotravelandlifestylemedia.Collectively,Mesaandoursurroundingregionboastsanumberofculinarythemedattractionsthataregaininginpopularity.TheCommunicationsteamwilldeveloptheAgritourismbrochurethatpromotestheseattractionstoourvisitors.Inaddition,theguidewillfeaturelocaldining,farmersmarkets,food-inspiredevents,andau-pickproduceguidethattiesthetypeofproduceavailableatdifferenttimesoftheyear.TheFreshFoodieTrailwillbefeaturedonthreegroupmediatoursinOctoberandNovember,allattendedbythetoptravelandculinarymedia.Inaddition,VisitMesawillpartnerwithareafarmersandValleywidechefsaspartoftheDeserttoDishlocalmovementpromotingArizonapurveyorsandproducts.ThiseventwillbringVIPguestsstayingintheValleytoourregiononafour-dayhostedculinarytourandculminatewithanArizonashowcaseevent.TheFreshFoodieTrailwillalsohavealargepresenceonlineatVisitMesa.comwithacorrespondingmaptothedozenlocationsthathavebeencalledoutforvisitors.

CURATED CONTENT: VISIT MESA BLOG POSITIONED AS STORYTELLING RESOURCEVisitorslookingforfresh,newcontentaboutCityLimitless®willbepushedmessagingonourweeklyblogposts.Ourblogwillberepositionedandnamedthe“It’sAboutMEsa”blog.Usedasanothertooltohelpvisitorsplantheirtrip,theblogprovidesacontinuedopportunityforbranddevelopmentandstorytelling,butalsoforourpartnersfeaturedinthoseregularstories.Additionally,thebloggingplatformwillincreasinglybeusedasatooltoincreaseSEOresultsthroughinsertingstrategickeywordsthroughoutblogcopysoastoincreaseorganicsearchengineresultsforuserssearchingforinformationonMesa.Communicationswillincorporatethecollectionofkeywordsthatwereidentifiedas“consumertriggers”andappearedhighonourSEOreportsintoallblogpostsgoingforward.

VISIT MESA PARTNERSHIP: NEW BENEFITS AND INCREASED EXPOSUREAtthestartofFY2015-16,VisitMesawillelevateourPartnershipprogrambydevotingstafftothisdepartment.PartnerRelationshasmergedwithCommunicationsandwillbeoverseenbyourVicePresidentofCommunications,MichelleStreeterandAssociateManager,PartnershipSalesTerrieGardner.PartnershipwithVisitMesaistieredandvisitor-relatedbusinessesinMesaandourregionalcommunitiesareinvitedtojoinourorganizationandreceivethebenefits

ofdestinationmarketing.EnhancedbenefitsinthenewfiscalyearincludeextendedsocialmediaexposureonVisitMesa’sgrowingnewsfeeds:Facebook,TwitterandInstagram;inadditiontoorganicsocialvideoclips.VisitMesaPartnershipwillalsofeatureournewWebsiteLifestyleReferralProgramwhichsharesconsumerdatacollectedfromouronlinerequestsforinformation.Lastyearalone,VisitMesashared29,000referralswithMesaandsurroundingbusinesses.NewfeaturesincludepushmessagingthroughVisitMesa’sTravelApponbehalfofpartners,andnewlistingopportunitieswithinourpromotionalmaterialsandonournewVisitorsCenterkiosk.

EFFORTLESS PARTNER

= Measuring your

• Website listingIncludes: company name, address, phone number, website address, email contact, logo and50 word company description (additional category listings available for $50 each - see payment form)

• VISITORSGUIDE, BASICLISTING(JanuaryIncludes: company name, address, phone number and website address only

• ELECTRONICLISTINGONVISITMESA

• LISTING ON VISIT MESA TRAVEL APP

• WELCOME TO CITY LIMITLESS® SOCIAL

• VISITMESAExTRANETACCESSTRANETACCESSPassword protected access to track and manage leads for future business opportunities on Password protected access to track and manage leads for future business opportunities on Visit Mesa’s Extranet. Includes tracking of all leads/referrals, media coverage and consumer direct website activity. Access to hotel/attractions and packages booking engine. Ability to load public events on VisitMesa.com.

• DEALSANDDISCOUNTSLoad exclusive specials and promotions on the VisitMesa.com coupon page

Mesa Mesa Businesses

Neighbor Neighbor City Businesses

NEW! NEW! Website Referral Lifestyle

• ALLEFFORTLESSPARTNERBENEFITSPLUS

• social Media posts on Facebook, (4 messages per annual contract)

• TWO ORGANIC VIDEO PLACEMENTSand promoted on Visit Mesa’s You Tube channel and social media feeds

• ENHANCEDWEBSITELISTING Includes logo, photos and up to 100 word description,

PRICELESS PARTNER

VISIT MESA has developed a series of marketing partnerships for all Mesa and surrounding regional businesses eager to tap into a variety has developed a series of marketing partnerships for all Mesa and surrounding regional businesses eager to tap into a variety has developed a series of marketing partnerships for all Mesa and surrounding regional businesses eager to tap into a variety has developed a series of marketing partnerships for all Mesa and surrounding regional businesses eager to tap into a variety has developed a series of marketing partnerships for all Mesa and surrounding regional businesses eager to tap into a variety of market segments and secure valuable visitor spending dollars. Our tiered partnerships offer an array of platforms to promote your business including digital marketing, social media and mobile targeting, innovative outreach efforts as well as taking your message to the tradeshow floor.

visitmesa.com/partners

PARTNERSHIPBENEFITS PROGRAM

Booking Engine Tools

Client Management System

Public Relations Expertise

Website Referral Program

Target Market Reach

Social Media Messaging

Visitors Center Visibility

Travel App Push Marketing

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method of payment Credit Card Check Enclosed Please Invoice

>>> $100 deposit required to activate account.

amount $ Card number exp Cardholder name CVC (VISa, mC, discover 3-digit, ameX 4-digit)

Billing Zip Code authorized Signature date

title phone

>>> Emailcompletedformtoterrie@visitmesa.comorprintoutandmailorfaxtoVisitMesa.

Visit mesa 120 north Center Street \ mesa, aZ 85201

480.827.4700 ph \ 480.827.4704 fax visitmesa.com

>>> All agreements are in effect for one year upon receipt of deposit or first payment.

INTERNAL USE ONLY

Vm Rep date

SeleCt the paRtneRShIp leVel foR VISIt meSa paRtICIpatIon

meSa BuSIneSSeS neIghBoR CIty BuSIneSSeS

effoRtleSS paRtneR $250/year $350/year

pRICeleSS paRtneR $1,500/year $2,000/year

BoundleSS paRtneR $3,000/year $4,000/year

lImItleSS paRtneR $5,000/year $6,500/year

additional Website Category listing $50/ea $50/ea

Basic Website listing only $100/year $100/year

Add on: WeBSIte RefeRRal paCkage $500/year $500/year

Business name

primary Contact email

physical address

City aRIZona Zip Code

general phone fax

general email Website

pRefeRRed BaSIC CategoRy type >>> SELECTONEMAINCATEGORY:Multiple sub-categories may be checked within main category.

ACCOMMODATIONS Hotel Hotel-Extended Stay RV/Mobile Home Park Relocation

THINGSTODO Arts & Culture Entertainment Spring Training Shopping & Spas

Golf Native Culture Day Trips Outdoor Activities Sports Enthusiast

RESTAURANTS Dining Nightlife Breweries Local Flavor

MEETINGPLANNER Meeting Planner Guide Service Providers Weddings Reunions

SPORTSPLANNER Sports Facility Guide


2016 MESA LIFE VISITORS GUIDEQuantity: 35,000

AspartofVisitMesa’sbrandevolution,theMesaLifeVisitorsGuidewillprominentlyfeaturenewsectiondividersthatkeyinonourtargetedvisitorarchetypes.Thismoveawayfromthe–“less”

positioningofthepastwillmoveVisitMesatowardhighlightingthecharacteristicsofourcorevisitors,aneffortthatwasfirstintroducedtoconsumersaspartofourrebrandingeffortswhen

weidentifiedthefollowingcoresets:ActiveFamily,FreshFoodie,AdventureExplorer,SportsEnthusiast,CultureSeeker.Eachsectionwillhavecorrespondingeditorialcontentrelatedto

thearchetype,withnewstoriesfeaturingourpartnersandadvertisersthroughouttheguide.DigitalcopieswillbeavailablefordirectdownloadatVisitMesa.com,andadigitalcopyofthe

guidewillbeprovidedtoeverymediaguesthostedinCityLimitless®overthenextyear.

2015 / 2016 MEDIA FAM TOURS

CELEBRATING ARIZONA’S HARVEST IN CITY LIMITLESS®

FEATURING THE NATIONALLY-ACCLAIMED CULINARY SERIES OUTSTANDING IN THE FIELDPartner: Scottsdale Convention & Visitors Bureau OCTOBER 26 – 30, 2015

Partner: Visit Phoenix OCTOBER 25 – 29, 2015

TASTE OF ARIZONA NOVEMBER 15 – 19, 2015Partner: Visit Tucson

TRAVEL WELL: FITNESS & FUN IN THE DESERT JANUARY 13 – 16, 2016

DESERT EXPLORER: THE SPIRIT OF ADVENTURE IN THE SOUTHWEST FEBRUARY 10 – 13, 2016

PLAY BALL! SPRING TRAINING MARCH 2016

2 0 1 5 – 2 0 1 6 M E D I A T O U R S

CITY LIMITLESS®

Visit Mesa offers support to local, domestic and international travel media and freelance travel writers visiting Arizona on assignment. In addition to planning customized, individual media tours – the following group tours will be offered:

Thrillseekers have long known that Arizona is a playground for pursuing nearly every outdoor sport imaginable. Mesa shares a border with the Tonto National Forest, the

fifth-largest forest in the country, and is surrounded by water with three lakes and two rivers just outside the city’s hotel lobbies. This media tour will focus on these distinct

outdoor pursuits that are in high-demand by today’s adventure-loving travelers. Experiences may include a guided sunrise hike into the Superstition Wilderness, a group (SUP) paddle along the canyon walls of Saguaro Lake, a leisurely float

along the storied Salt River and an off-road Hummer adventure showcasing Arizona’s starry night skies. Mesa was also named one of Forbes magazine’s Best

Cycle Cities and we’ll show off this bike-friendly community with a guided mountain-biking adventure at the newest Desert Trails Park.

DESERT EXPLORER:

~ February 10-13, 2016 ~Let’s Play! Outdoor Fun in the Southwest

In Mesa City Limitless, our bountiful harvest is one that we proudly share with our visitors. Serving as a culinary gateway in Arizona, the neighboring farms in and around Mesa are providing a continuous bounty of seasonal goods for visitors to enjoy – along with tailored foodie experiences that are unique to the region and the

local flavors of Arizona. This media tour will feature harvest celebration events at Queen Creek Olive Mill, Schnepf Farms, Hayden Flour Mill and True Garden, and culminate with the ever-popular culinary travel experience Outstanding in the Field. This event returns to Agritopia, recognized

by the New York Times as one of the nation’s leading ‘agrihoods’ and urban farms. The dinner series will feature renowned chefs from Scottsdale and Phoenix. Additional culinary tours and experiences will be arranged in these partner cities.

CELEBRATING ARIZONA’S HARVEST IN CITY LIMITLESS® FEATURING THE NATIONALLY-ACCLAIMED

CULINARY SERIES OUTSTANDING IN THE FIELD~ Oct. 25 – 29, 2015 / Partner: Visit Phoenix ~

~ Oct. 26 – 30, 2015 / Partner: Scottsdale Convention & Visitors Bureau ~

visitmesa.com

325 379M+ARTICLES

GENERATED2015\2016EARNED MEDIA IMPRESSIONS

GOALSCOMMUNICATIONS

COMMUNICATIONS TRAVEL SCHEDULE

2015 \

NEW YORK MEDIA MISSION AUGUST 18-21, 2015 \ NEW YORK CITY, NYPartner: Visit Phoenix

U.S. TRAVEL’S ESTO CONFERENCE AUGUST 22 – 25, 2015 \ PORTLAND, OR

COLORADO MEDIA MISSION SEPTEMBER 22-24, 2015 \ DENVER, COPartner: Visit Phoenix

TRAVEL CLASSICS WEST MEDIA CONFERENCE & ARIZONA MEDIA MARKETPLACE OCTOBER 7 – 10, 2015 \ VANCOUVER, BRITISH COLUMBIAPartner: Arizona Office of Tourism

TORONTO MEDIA MISSION & ARIZONA MEDIA MARKETPLACE NOVEMBER 17 – 20, 2015 \ TORONTO, ONTARIO, CANADAPartner: Arizona Office of Tourism

CHICAGO MEDIA MARKETPLACE & MISSION DECEMBER 15 - 18, 2015 \ CHICAGO, ILPartner: Visit Phoenix

2016 \

TEXAS MEDIA MISSION JANUARY 18 - 20, 2016 \ DALLAS-FORT WORTH, TX

PRSA TRAVEL & TOURISM CONFERENCE MAY 22 – 25, 2016 \ HOUSTON, TX

GERMAN MEDIA MISSION MAY 23 - 27, 2016 \ HAMBURG, MUNICHPartner: Arizona Office of Tourism

U.S. TRAVEL ASSOCIATION’S IPW MEDIA MARKETPLACE JUNE 18 - 20, 2016 \ NEW ORLEANS, LA


ADVOCACY

VISITOR INDUSTRY ADVOCACYVisitMesahasequippedourBoardofDirectorsandstakeholderswithourAnnualAdvocacyStrategy,enablingthemwiththetoolsrequiredtolobby

forissuesthatarerelatedtothehealthandgrowthofourvisitorindustry.Itisimperativethatourindustryadoptasharedandconsistentmessagethattoutsthedirecteconomicbenefitsofvisitationtotheregionandchangetheperceptionthattourismequatestolow-payingjobs,trafficjams

andlongerwaitsattheirlocalrestaurant.Rather,visitorstoMesacontributegreatlytoourqualityoflife.VisitMesaishelpingcraftaunifiednarrativethatcommunicatestoourstakeholdersthatlocalandstategovernmentsarenotsustainablewithoutimportedvisitordollars.The

yieldonvisitortaxreceiptsisfarmoreimpressivethanresidenttaxreceipts,asvisitorsdonotutilizemostofthelocal,publicservicesthatgovernmentsandschoolsprovide.BelowarejustsomeofthekeypointsVisitMesawillcontinuetoshareaspartofouradvocacymessage:

>>In2014,theArizonaTravelIndustrygenerated$1,150inlocal,stateandfederaltaxreceipts(taxbreaks)foreachArizonahouseholdTheaveragedomestic,non-residentvisitortoArizonastays4.3nights;theaveragepartysizeis2.9persons;theaveragespendis

$767perparty/trip;theaveragehouseholdincomeis$75,160;andtheaverageageis45.

>>Theaverageoverseasvisitorstays6.3nights;theaveragepartysizeis3.6persons;theaveragespendis$4,228perparty/trip;theaveragehouseholdincomeis$93,337;andtheaverageageis42.

>>Directtravel-generatedemploymentthroughoutthestatewas171,500in2014.

>>Infiscalyear2014-15,eachdollarinvestedinVisitMesabytheCityofMesareturned$17.83inestimatedfuturedirectexpendituresbymeetingandeventattendees

bookedduringlastfiscalyear.

VISITORS CENTERVisitMesaisinvestinginanenhanceddigitalkioskforourVisitorsCenterthatwill

featuremoreinteractivefeaturestailoredtothetraveler.OwnedbymobiManage,VisitMesa’snewtouchscreenkioskwillprovidecustomcontentthrougha

seriesofnewtouchpoints.TheirexclusivemanagementsystemallowseasyintegrationwithVisitMesa’sCMS(contentmanagementsystem)database

ensuringallcontentiscurrentwithnochancefordiscrepancies.Additionalfeaturesincludeticketing,interactivemapping,weather,photoboothand

guestbooksign-in,aswellasVisitMesa’ssocialmediastream.Changesonourwebsitewillbeupdatedseamlesslywithourdigitalkiosk

ensuringourPartnersarereceivingreal-timeupdatestotheirlistings,eventposts,andmore.ThecustomizablekioskwillfeatureVisitMesa

brandcolorsanddesign,creatinganewfocalpointandcenterpieceinourVisitorsCenterlobby.

Visit Mesa digital kiosk - home screenvisitmesa.com


AGRITOPIA COMMUNITY GARDEN

®

Documents

BUSINESS DEVELOPMENT PLAN 2015-2016