Organizations Filed Purposes:
DIRECT PROMOTION OF TOURISM THROUGH MARKETING PROGRAM DESIGNED TO ATTRACT AN INCREASING NUMBER OF VISITORS AND CONVENTION DELEGATES TO TEMPE WHICH WILL CONTRIBUTE TO THE OVERALL GROWTH OF THE COMMUNITY
We placed advertisements in our primary target markets including Arizona, Los Angeles, San Francisco bay area, Seattle, Denver, Chicago, Canada and Northern Mexico. The ads were a mixture of print, radio, outdoor, digital and online marketing. The media outlets we selected had a combined total of circulation and impressions of 57,767,488. The goal of our advertising is to create brand awareness, expose Tempe to would-be travelers, provide a call-to-action for more information and inspire consumers to visit and stay in Tempe. We recorded a total of 21,304 requests for information, all of which received our Tempe Visitor's Guide. Based on our conversion formula of travelers responding to our advertising, we estimate that our advertising resulted in a total economic impact of $10,692,060 in FY 17/18.
Our sports marketing efforts include marketing Tempe to new sports rights holders and working with our existing events to ensure they are successful. The goal of marketing in this segment is to generate room nights from both sports participants and their fan base. This is an important market because the individual and team sports attendees use multiple hotel stays over the weekends, travel to Tempe during need periods and tend to be recession proof. They also tend to be annual events which helps our hotel partners predict their available room inventory in advance. We were sponsors of several events including Ironman Arizona and the Rock n' Roll Arizona Marathon and 1/2 Marathon. In FY 17/18 we recorded 40 sports bookings, 27,145 room nights booked and 25,420 attendees. Based on our conversion formula for the sports market, we received an estimated economic impact of $36,195,992.
Our digital marketing strategy includes content development, search engine optimization, pay-per-click advertising, social media, boosted ad placements and a direct link through our advertising efforts. The goal of our online marketing strategy is to provide relevant information in an instant to anyone searching for travel to Tempe. The information provided is intended to inspire travelers through written content and visual content such as photos and videos. The website is our primary connection to the public and it is critical that we constantly insure that the site is optimized, contains up-to-date information and provides the end user with the information relevant to their needs. In FY 17/18 we received a total of 401,386 visits to our website: www.tempetourism.com. We also recorded a total of 638,868 social media interactions. Based on our website conversion forumula, we estimate that through our digital efforts we generated an economic impact of $6,602,168.
Executives Listed on Filing
Total Salary includes financial earnings, benefits, and all related organization earnings listed on tax filing
| Name | Title | Hours Per Week | Total Salary |
|---|
| Stephanie Nowack | RETIRED EXECUTIVE DIRECTOR | 0 | $90,399 |
| Brian Mccartin | EXECUTIVE DIRECTOR | 45 | $84,434 |
| Brian Mccartin | Executive Dir. | 45 | $84,434 |
Data for this page was sourced from XML published by IRS (
public 990 form dataset) from:
https://s3.amazonaws.com/irs-form-990/201843259349300244_public.xml