milestones september july january july …...\ 44% took 2 or more trips to mesa

ANNUAL REPORT FY 15 \ 16

SEPTEMBER \ 20 15

\\ National\Sales\tracks\28\sales\leads,\highest\monthly\lead\volume\to\date

\\ Visit\Mesa\sponsors\Mexican\Base-ball\Fiesta,\professional\baseball\teams\from\Mexico\train\and\play\exhibition\matches\at\Sloan\Park

\\ Money\Magazine\names\Mesa\Best\Big\Cities\2015

\\ Visit\Mesa\Advocacy\Luncheons\kick\off\at\the\Hilton\Phoenix/Mesa,\offering\a\great\way\to\meet\state\and\local\officials\and\educate\them\about\the\importance\of\the\visitor\industry\to\Mesa

NOVEMBER \ 20 15

\\ Visit\Mesa\sponsors\first-ever\Mesa\Music\Fes-tival,\200+\bands\perform\

\\ National\Sales\develops\partnership\with\National\Hispanic\Corporate\Council

JANUARY \ 20 16

\\ Premiere\of\‘Our\Downtown\is\Your\Play-ground’\destination\video,\3,000+\views

\\ Fresh\Foodie\Trail\Guide\published,\10,000\printed\copies

\\ First\six\weeks\of\Expedia\Travel\Campaign\measures\a\16%\increase\in\visitors

\\ Over\400\of\the\top\high\school\baseball\players\in\the\country\invade\Mesa\for\the\Under\Armour\Baseball\Preseason\All\Americas\tournament

\\ Town\of\Queen\Creek\renews\annual\con-tract\for\destination\marketing\services

MARCH \ 20 16

\\ Visit\Mesa’s\Josh\Todd\joins\2017\Phoenix\Final\Four\Local\Organizing\Committee

\\ Chicago\Tribune\newspaper\features\Mesa\as\the\ultimate\Arizona\spring\training\destination,\Mesa\partners\featured\in\full-page\spread\in\Sun-day\Travel\section

\\ Destination\Marketing\Association\West\selects\Mesa\as\host\city\for\2016\Educational\Summit

OCTOBER \ 20 15

\\ National\Sales\contracts\Tohoku\Pioneer/Special\Devices,\4,242\room\nights

\\ Communications\team\hosts\record\number\of\travel\media\on\four\back-to-back,\Fresh\Foodie\Trail\group\media\FAM\tours,\Yahoo!\Food\takes\over\Instagram

\\ Visit\Mesa\participates\in\first\annual\Chinese\Trade\Mission\to\China\\and\Taiwan

DECEMBER \ 20 15

\\ USA\Today\features\Mesa\in\national\edition,\Bustling\Mesa\Has\Something\for\Everyone,\29\Million\impressions

\\ Millennials.com\kicks\off\‘new\generation’\mobile\device\campaign,\rotating\digital\ads\capture\Downtown\Mesa’s\new\vibe,\craft\brew\scene\and\outdoor\adventure

FEBRUARY \ 20 16

\\ U.S.\Sports\Congress\Contract\Signed,\115\planners\coming\to\Mesa\in\2017

\\ BMO\Harris\Mesa-Phoenix\Marathon\hosts\largest\field\ever,\10,000+\runners\in\Full/Half\combined,\Visit\Mesa\begins\talks\to\re-brand\signa-ture\event\for\2017

\\ Arizona\Office\of\Tourism\joins\Visit\Mesa\to\host\Chinese\tour\opera-tors\on\Apache\Trail,\with\extended\tours\to\Queen\Creek

\\ Visit\Mesa\building\undergoes\exte-rior\renovations\with\fresh\duo-tone\paint\job\and\new\asphalt\surfacing\on\front\and\back\parking\lots

APRIL \ 20 16

\\ Arizona\Office\of\Tourism\brings\Inter-national\media\from\all\5\countries\to\explore\Mesa’s\Fresh\Foodie\Trail

\\ 10-month\Canusa\Touristik\campaign\concludes\in\Germany:\700,000\German\travelers\reached,\8\Mesa\Hotels\partici-pated,\858\room\nights\booked

\\ International\sports\media\cast\spotlight\on\Mesa\as\400+\athletes\compete\at\the\USA\Synchro\US\Nationals\and\USA\Swimming\Arena\Pro\Series,\Michael\Phelps\dives\back\into\the\water,\Olym-pic-qualifying\event\has\largest\field\in\Mesa\event’s\history

\\ Visit\Mesa\hosts\9\key\NGB’s\and\Sports\Planners\on\Spring\Sports\FAM

JUNE \ 20 16

\\ Visit\Mesa\locks\in\2017\WAC\Baseball\tournament,\2017\WAC\Men’s\Golf\Tournament,\and\2018\WAC\Women’s\Golf\tournament\all\secured\coming\on\heels\of\the\baseball\tournament

\\ Visit\Mesa’s\Jennie\Denison\recog-nized\in\Connect\Meetings\40\under\40\Honoree\

\\ Travel\Industry\Sales\ends\Expedia\Travel\Campaign,\Mesa\hotels\up\31%\in\year-over-year\room\night\production

JULY \ 20 15

\\ New\marketing\campaign\launched\focused\on\Visit\Mesa\Lifestyles

\\ National\Sales\secures\Mesa\pres-ence\in\shared\ASU/AVNET\group\business\tours

\\ Visit\Mesa\wins\both\Web\Marketing\Association\WebAward\for\Out-standing\Website\and\Interactive\Media\Awards\Outstanding\Achieve-ment\distinction

\\ Arizona\Office\of\Tourism\FY16\Budget\was\sustained\at\the\same\$7.103m\level;\Prop\302\and\202\funds\were\protected\within\the\state\budget

AUGUST \ 20 15

\\ National\Sales\kicks\off\HelmsBriscoe\partnership\

\\ Visit\Mesa\Travel\App\reaches\200\down-loads,\stickers\and\marketing\placed\at\hotel\concierge\desks\and\retail\venues\across\Mesa

\\ Mesa\ranks\third\in\Time.com’s\list\of\Best\Places\for\Outdoor\Lovers

\\ Visit\Mesa\receives\Prop\202\grant\monies\awarded\by\Fort\McDowell\Yavapai\Nation\for\destination\marketing\and\promotion

15 \ 16\MILESTONES

MAY \ 20 16

\\ WAC\Men’s\Division\I\Baseball\Tournament\sets\record\sales\and\2,500+\attendees\in\4\days

\\ Visit\Mesa\Board\Chair\Gary\Levine\departs\Mesa\for\Grapevine,\Texas,\after\a\decade\of\service\to\Mesa’s\hospitality\industry

SEPTEMBER \ 20 15

NOVEMBER \ 20 15

JANUARY \ 20 16

MARCH \ 20 16

OCTOBER \ 20 15

DECEMBER \ 20 15

FEBRUARY \ 20 16

APRIL \ 20 16

JUNE \ 20 16

JULY \ 20 15

AUGUST \ 20 15

15 \ 16\MILESTONES

MAY \ 20 16

SEPTEMBER \ 20 15

NOVEMBER \ 20 15

JANUARY \ 20 16

MARCH \ 20 16

OCTOBER \ 20 15

DECEMBER \ 20 15

FEBRUARY \ 20 16

APRIL \ 20 16

JUNE \ 20 16

JULY \ 20 15

AUGUST \ 20 15

15 \ 16\MILESTONES

MAY \ 20 16

SEPTEMBER \ 20 15

NOVEMBER \ 20 15

JANUARY \ 20 16

MARCH \ 20 16

OCTOBER \ 20 15

DECEMBER \ 20 15

FEBRUARY \ 20 16

APRIL \ 20 16

JUNE \ 20 16

JULY \ 20 15

AUGUST \ 20 15

15 \ 16\MILESTONES

MAY \ 20 16

MARKETINGEXECUTIVE SUMMARY

Groups are booking our hotels in

numbers we’ve never seen before.

National headlines are telling the

masses to check out our destination,

pronto. New-to-market sports

tournaments are squeezing onto

our already packed year-round calendar. And, the newest

generation of travelers – millennials - are starting to take

notice of what we have to offer. Their social feeds are

making even us envious. So, yes, Visit Mesa is killing it too.

As President and CEO of Visit Mesa, I am pleased more than

ever to share with you that your Visit Mesa team finished

the year with 62,867 booked hotel room nights, the most

ever in a given fiscal year in the organization’s recorded his-

tory. This is considerably more than we had anticipated but

not surprising given the dynamic sales team we have here at

Visit Mesa. Our recent year of success is also undoubtedly

reflective of the strong CITY LIMITLESS® brand we have

been developing over the past four years. Mesa as a premier

travel destination is becoming ever more vibrant and our

clients believe in the product and its promise.

While overall hotel occupancy in the region has remained

relatively flat with modest gains in pockets throughout

Greater Phoenix, Mesa has seen marked growth in Aver-

age Daily Rate (ADR), a metric we know our hoteliers value

and monitor daily. Further, Revenue Per Available Room

(RevPAR), which is somewhat like a stock yield, continues to

grow at an impressive clip. In fact, Mesa hotels led the entire

Valley in Y/Y RevPAR percentage increase through the first

six months of 2016.

Perhaps the most rewarding data I can share are the gains

the Mesa Visitor Industry has achieved over the last four

years. Mesa hotels have experienced double-digit growth in

all 3 key metrics: Occupancy, ADR and RevPAR. These are

the signs that tell us Mesa is in demand.

Mesa, Arizona CY 2012 – 2015

Occupancy: +10.7%

ADR: +11%

RevPAR: +22.8%

With this noted, Visit Mesa remains fully committed to

further elevate our already solid branding efforts and I’m

eager to share with you the new place-making campaigns

we are developing with our new agency of record, HAPI.

This will come next month when we publish our annual

Business Development Plan. In the meantime, please know

that our collective destination messages are strategically

aligned with our valued Partners and we are reaching the

right consumers and telling the most compelling stories. To

say Mesa is trending would be an understatement. Rather,

we are leading. We are putting all of you in front of the pack.

Every carefully crafted message and approach pays mind

to our destination attributes and we hope you agree, our

determination is paying dividends.

Marc J. Garcia

President and CEO

Visit Mesa

PARTNERSHIP

Total Partners: 149

Effortless: 101

Priceless: 32

Boundless: 8

Limitless: 8

Referrals : 18,855

Revenue Total*: $147,550

*Reflects combined trade and cash contracts.

CONSUMER ACCESS IS EVOLVING

Visit Mesa continues to track how visitors are accessing our information. FY15-16 saw continued growth on mobile and tablet platforms.

Mesa is killing it.

NATIONAL SALES

Bookings: 36

Booked Room Nights: 10,291

# of Visitors: 2,654

Direct Visitor Spend*: $4,322,076

SPORTS SALES

Bookings: 101

**Visitor expenditures related to sports groups do not include spending by families and fans,

only individual participants in the event and their coaches/staff personnel.

TRAVEL INDUSTRY SALES

Bookings: 123

Direct Visitor Spend: $9,785,710

COMMUNICATIONS

Articles Generated: 258

Earned Media Impressions: 566,599,264

Earned Media Value: $1.2 Million

Media Assisted: 473

Media Hosted (FAMs): 103

VISIT MESA SALES PERFORMANCE

FY16 Production:

62,867 ROOM NIGHTS = $42,077,728*

in estimated (future) direct visitor expenditures

City Investment in Visit Mesa in FY 2016:

$2,266,940

$18.56 for each dollar invested

*Source: DMAI Impact Calculator

Figures tallied reflect group business prospected and booked by Visit Mesa sales efforts, not factored into these totals is the consumption by leisure travelers who may have booked Mesa hotels and other Mesa travel products

(restaurants, retail, attractions, etc.) as a result of Visit Mesa’s digital, print and social media marketing campaigns.

In 2015-2016, Mesa added 276 HOTEL ROOMS to its inventory, a 5.4% INCREASEMesa Hotels: 65 \ Hotel Rooms: 5,452

CONVERSION STUDY INSIGHTS:

At the end of the year, our Marketing team once again conducted a Conversion Study to see what insights we gained from our digital marketing campaigns that were targeted to consumers across the country. Conducted by the University of Florida’s National Laboratory for Tourism and E-Commerce, respondents were overwhelmingly positive and we tracked these insights:

\ Responding travelers were upper-middle class (83% have a household income of $50,000 or more) and middle aged to older (73% aged 45 to 65)

\ 56% used VisitMesa.com to plan their trip

\ 44% took 2 or more trips to Mesa

\ 56% said the purpose of visiting Mesa was for a vacation/weekend getaway (74% couples, 31% family)

\ The majority of the trips were taken in the month of March (25%) followed by April (22%), January & February (15%)

\ 47% visited Mesa as a result of seeing advertising or travel information

\ 16% increased their spending after seeing ads for Mesa

\ 26% stayed 1-2 nights, 51% stayed 3-11 nights

PRINT MEDIA CAMPAIGN

Visit Mesa secured prominent advertising messages in the following magazines: Texas Monthly, Dorado, Food Traveler, Canadian Traveller and CT Online, Association News, Sports Travel

Total Impressions: 61,410,000

MADDEN MEDIA CAMPAIGN

October 2015 – April 2016

Total Clicks: 39,789

Video Views: 20,654

MILLENNIALS MEDIA CAMPAIGN

August-October 2015 / January-April 2016

TRAVELZOO CAMPAIGN

November 2015 – March 2016

Total Clicks: 7,926

DIGITAL MARKETING & SOCIAL MEDIA

Facebook Lifetime Likes: 25,203

Twitter Followers: 8,159

YouTube Total Lifetime Views: 177,562

Instagram Followers: 2,699

#VisitMesa: 2,061 tags

#MesaCityLimitless: 1,088 tags

#CityLimitless: 234,141 tags (not proprietary)

VISITMESA.COM

38% 12%

Visit Mesa

12,801

25,03521,362

17,385 19,561

11,244

38,612

48,475

43,870

62,867

10-YEAR HISTORY

NUMBER OF BOOKED ROOMS NIGHTS

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

A L L T I M E R E C O R D

459,162Visits

902,609Page Views

six months of 2016.

Occupancy: +10.7%

ADR: +11%

RevPAR: +22.8%

Marc J. Garcia

President and CEO

Visit Mesa

PARTNERSHIP

Total Partners: 149

Effortless: 101

Priceless: 32

Boundless: 8

Limitless: 8

Referrals : 18,855

Mesa is killing it.

NATIONAL SALES

Bookings: 36

SPORTS SALES

Bookings: 101

Bookings: 123

COMMUNICATIONS

Media Assisted: 473

FY16 Production:

62,867 ROOM NIGHTS = $42,077,728*

$2,266,940

Video Views: 20,654

TRAVELZOO CAMPAIGN

Total Clicks: 7,926

VISITMESA.COM

38% 12%

Visit Mesa

12,801

25,03521,362

17,385 19,561

11,244

38,612

48,475

43,870

62,867

10-YEAR HISTORY

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

459,162Visits

902,609Page Views

six months of 2016.

Occupancy: +10.7%

ADR: +11%

RevPAR: +22.8%

Marc J. Garcia

President and CEO

Visit Mesa

PARTNERSHIP

Total Partners: 149

Effortless: 101

Priceless: 32

Boundless: 8

Limitless: 8

Referrals : 18,855

Mesa is killing it.

NATIONAL SALES

Bookings: 36

SPORTS SALES

Bookings: 101

Bookings: 123

COMMUNICATIONS

Media Assisted: 473

FY16 Production:

62,867 ROOM NIGHTS = $42,077,728*

$2,266,940

Video Views: 20,654

TRAVELZOO CAMPAIGN

Total Clicks: 7,926

VISITMESA.COM

38% 12%

Visit Mesa

12,801

25,03521,362

17,385 19,561

11,244

38,612

48,475

43,870

62,867

10-YEAR HISTORY

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

459,162Visits

902,609Page Views

six months of 2016.

Occupancy: +10.7%

ADR: +11%

RevPAR: +22.8%

Marc J. Garcia

President and CEO

Visit Mesa

PARTNERSHIP

Total Partners: 149

Effortless: 101

Priceless: 32

Boundless: 8

Limitless: 8

Referrals : 18,855

Mesa is killing it.

NATIONAL SALES

Bookings: 36

SPORTS SALES

Bookings: 101

Bookings: 123

COMMUNICATIONS

Media Assisted: 473

FY16 Production:

62,867 ROOM NIGHTS = $42,077,728*

$2,266,940

Video Views: 20,654

TRAVELZOO CAMPAIGN

Total Clicks: 7,926

VISITMESA.COM

38% 12%

Visit Mesa

12,801

25,03521,362

17,385 19,561

11,244

38,612

48,475

43,870

62,867

10-YEAR HISTORY

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

459,162Visits

902,609Page Views

ANNUAL REPORT FY 15 \ 16

SEPTEMBER \ 20 15

NOVEMBER \ 20 15

JANUARY \ 20 16

MARCH \ 20 16

OCTOBER \ 20 15

DECEMBER \ 20 15

FEBRUARY \ 20 16

APRIL \ 20 16

JUNE \ 20 16

JULY \ 20 15

AUGUST \ 20 15

15 \ 16\MILESTONES

MAY \ 20 16

SEPTEMBER \ 20 15

NOVEMBER \ 20 15

JANUARY \ 20 16

MARCH \ 20 16

OCTOBER \ 20 15

DECEMBER \ 20 15

FEBRUARY \ 20 16

APRIL \ 20 16

JUNE \ 20 16

JULY \ 20 15

AUGUST \ 20 15

15 \ 16\MILESTONES

MAY \ 20 16

milestones september july january july …...\ 44% took 2 or more trips to mesa

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