Post on 03-Jul-2020
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
\\ 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
\\ 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
\\ 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
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
Booked Room Nights: 27,050
# of Visitors: 17,622
Direct Visitor Spend*: $14,358,550
**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
Booked Room Nights: 25,526
# of Visitors: 22,104
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
Total Impressions: 5,622,659
MILLENNIALS MEDIA CAMPAIGN
August-October 2015 / January-April 2016
Total Clicks: 83,763
Total Impressions: 16,155,628
TRAVELZOO CAMPAIGN
November 2015 – March 2016
Total Clicks: 7,926
Total Impressions: 2,271,837
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%
50%
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
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
Booked Room Nights: 27,050
# of Visitors: 17,622
Direct Visitor Spend*: $14,358,550
**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
Booked Room Nights: 25,526
# of Visitors: 22,104
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
Total Impressions: 5,622,659
MILLENNIALS MEDIA CAMPAIGN
August-October 2015 / January-April 2016
Total Clicks: 83,763
Total Impressions: 16,155,628
TRAVELZOO CAMPAIGN
November 2015 – March 2016
Total Clicks: 7,926
Total Impressions: 2,271,837
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%
50%
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
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
Booked Room Nights: 27,050
# of Visitors: 17,622
Direct Visitor Spend*: $14,358,550
**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
Booked Room Nights: 25,526
# of Visitors: 22,104
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
Total Impressions: 5,622,659
MILLENNIALS MEDIA CAMPAIGN
August-October 2015 / January-April 2016
Total Clicks: 83,763
Total Impressions: 16,155,628
TRAVELZOO CAMPAIGN
November 2015 – March 2016
Total Clicks: 7,926
Total Impressions: 2,271,837
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%
50%
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
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
Booked Room Nights: 27,050
# of Visitors: 17,622
Direct Visitor Spend*: $14,358,550
**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
Booked Room Nights: 25,526
# of Visitors: 22,104
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
Total Impressions: 5,622,659
MILLENNIALS MEDIA CAMPAIGN
August-October 2015 / January-April 2016
Total Clicks: 83,763
Total Impressions: 16,155,628
TRAVELZOO CAMPAIGN
November 2015 – March 2016
Total Clicks: 7,926
Total Impressions: 2,271,837
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%
50%
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
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
\\ 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