ARIZONA JAZZ WINTER VACATION FESTIVAL SERIES
Impact Study: AZ Winter Vacation Festival Series & Scottsdale Jazz Festival
Contributes Millions To the State of Arizona and the city of Scottsdale Economy. Economic Impact Study Commissioned by: International Jazz Day AZ Foundation, Inc. Estimates The Concert Series & Scottsdale Jazz Festivals will Contribute Millions to the State of Arizona & the Cities of Scottsdale, Mesa Tempe, and Phoenix Arizona in the next three years
BY:Wm Doc JonesScottsdale, AZ: At the request of the International Jazz Day, AZ Foundation, Inc. commissioned a study designed to measure the economic impact the AZ Winter Vacation Concert series and the Scottsdale Jazz Festival of 2022 & 2023 will have on the State of Arizona and the surrounding cities of Scottsdale. Paradise Valley, Phoenix, and Tempe, Arizona.
The Corley Group LLC & Advantage Marketing Information, conducted this study. The results of the five-page report concluded that in 2022 the Scottsdale Jazz Festival had over 2,000 attendees and 2023 will have 7,500 to 10,000 over three days:
The Scottsdale Jazz Festival estimated a direct spending contribution to the State of Arizona of $5,089,367.00. Previous studies estimated the combined economic impact on Arizona at $3,710,000.00. (Impact Studies conducted by The AZ Office of Travel, Tourism and Recreation at the State of Arizona: 2022 Scottsdale Jazz Festival - $1.11 million; 2021 Scottsdale Festival - $125,000 due to Covid).
The Scottsdale Jazz Festival 2023 is estimated to gross over two Million dollars for the State of Arizona. 85.1% of attendees specifically came to Scottsdale, Arizona, for the Scottsdale Jazz Festivals. The Scottsdale Jazz Festival attracted a high-quality demographic and provided significant promotional exposure for the State, which augmented Scottsdale’s brand.
The Net Promoter Score, an index that measures company loyalty, ranked the International Jazz Day AZ Festivals among Arizona’s most respected companies and brands .
“This report confirms that the International Jazz Day AZ Foundation / Festivals provide a tremendous boost to Arizona’s tourist economy, ” said Former AOT Director Debbie Johnson. “The Festivals are a huge draw, attracting thousands of attendees to Scottsdale, Mesa, Tempe, Sedona, and Phoenix for the last ten years each year who impact the local economy by spending close to $2 million on lodging, food and beverages, shopping, and entertainment. The fact that almost 90 percent of the Festival goers specifically came to Arizona because of the International Jazz Day AZ Foundation Jazz Festivals underscores the importance of these venues as economic drivers for our state’s economy.”
“We were happy to cooperate with The Corley Group Travel LLC for this study, which provides valuable information on the financial impact of the AZ Winter Vacation Jazz Festivals and concerts series, as well as insight into who the attendees are and where they come from, “ said Doc Jones, Producer/ founder of the Scottsdale, Mesa, Tempe and Phoenix Jazz Festivals and CEO of International Jazz Day AZ Foundation, Inc. “We were particularly pleased with the results of the Net Promoter Score, which ranks the Festivals alongside some of the country’s most respected Jazz Festivals companies. For over thirty years, Scottsdale, AZ, has had a special place in my heart, and I am happy to know that the Scottsdale Jazz Festivals have a major impact on this great city and state.” Said Doc Jones
ATTENDEE/VENDOR/PERFORMER EXPENDITURES
The results detailed attendee expenditures and vendor and performer expenditures for Food and Beverage, Shopping, Entertainment, Lodging, and Others. The categories of expenditures were noted At the Festival, In Scottsdale (except for lodging, which is included in Tempe and elsewhere in Phoenix), and Elsewhere in Arizona.
STATISTICAL HIGHLIGHTS
Median expenditures by Jazz attendees were significantly higher in most categories than Blues attendees’ expenditures. While the Jazz Festival had fewer people, its direct spending impact was disproportionately more significant.
Performers spent more on most categories than vendors, adding to the spending impact of the event. Scottsdale Jazz Festival 2022 attendees visited other Arizona tourist destinations more than Blues attendees.
79% of Scottsdale Jazz Festival attendees listed the Festival websites as their chief source of information. Social media and word of mouth were other vital sources.
41.7% of Festival attendees earned graduate degrees.
43.6% of Festival attendees were men, and 56.4% were women.
25.2% of overall Festival attendees were in the 35-75 age group.
51% of overall Festival attendees were Caucasian; 33% were Black; 4% were Asian, 10% Hispanic, and 2% American Indian.
22% of the overall attendees earned an average income of $100,000-$149,000.
The most significant percentage of out-of-state attendees came from California, Las Vegas, Chicago, and Miami.
Arizona’s purchased 95.8% of the tickets sold online through the scottsdalejazzfest.org website
According to the study, International Jazz Day AZ Foundation Festivals produces a concert series that offers a significant positive economic impact on the State of Arizona. Their audiences extremely well receive the events that come from cold weather cities, and their experiences serve as positive promotional opportunities for the State overall.
2023 INTERNATIONAL JAZZ DAY
SCOTTSDALE JAZZ FESTIVAL
Branding, Marketing, Partner Relations, & PR Plan
The International Jazz Day AZ Foundation (IJDFAZ) is honored to have partner with Keith Corley Owner of the The Corley Group LLC, The Corley Group Travel for 2023 is a host travel agency based in Phoenix, Arizona. They have a self-booking platform that makes it easy to book flights, hotels. He will be helping to develop and implement the marketing strategy for this year’s Jazz Appreciation Month (April 2023). His primary focus will be to create strategic forward momentum for the Scottsdale Jazz Festival (SJF) and to transition the event into the international jazz festival Scottsdale, AZ deserves.
Valley-wide Events: Creating smaller events leading up to International Jazz Day
APRIL 8: From Gospel to Jazz - Tempe Center for the Arts -Tempe AZ
APRIL 12: Jazz At Lunch Time - Civic Space Park - Phoenix
April 23: Women’s Global Jazz Summit-Mesa Arts Center -Mesa AZ
April 28: Westin Kierland After Dark Scottsdale Jazz Fest Premiere -Phoenix AZ
April 29th: APRIL 30: Scottsdale Jazz Festival- Int’l Jazz Day
IJDFAZ is kicking off Jazz Appreciation Month at the Tempe Center for the Arts on April 8th at 7:30PM. The concert will feature From Gospel to Jazz featuring Reggie Campbell, Neamen Lyles, Fred Bowell Jr.
IJDFAZ will host the 6th Annual Jazz at Lunch Time concert at the Arizona State Capital starting at 11AM. This event is intended to bring attention to the importance of Arts in Education and encourage tourism during the “shoulder season” – Labor Day through Thanksgiving.
Westin Kierland Resort Commons - Hotel Partner will Host a reception for our VIPs and Partners
IJDFAZ will host the 2023 Scottsdale Jazz Festival. The 2023 festival will be the official celebration of International Jazz Day. The festival will be held on the Newly remodel Scottsdale Civic Center from 2PM to 10PM. Visit www.scottsdalejazzfest.org for more information.
MARKETING & ADVERTISING
Build a comprehensive marketing strategy and advertising plan for the 11th Annual International Jazz Day, celebrating Scottsdale as a destination during the “shoulder season”. Objectives include:
• Utilizing free digital and traditional media provided by partner organizations and sponsors
• Paid digital media advertising to capture and encourage engagement and ticket sales
• Utilize free traditional media advertising provided by partner organizations
• Paid traditional media advertising – radio, TV, newspapers, and magazines, social media
• E-blast campaigns to IJDFAZ and partner email lists
• Collect advertising analytics to report back to financial partners and grant agencies
• Partner with nearby Scottsdale hotels to create packages to encourage tourism
• Develop partnership with local TV network for free or discounted advertising
SCOTTSDALE
STRATEGY
Develop marketing strategy that is aligned with the Scottsdale Jazz Festival’s goals, which include:
1) Create SJF Facebook and Instagram pages to use as primary branding and advertising platforms
2) Rebuild SJF website with connected CRM to capture and retain website visitors for continued and efficient engagement
3) Create free membership/ambassador program for word-of-mouth advertising
4) Build awareness for Jazz Appreciation Month and the scheduled events listed above
5) Encourage partner organizations to advertise the 2022 SJF to their followers
6)Retain existing supporters and continue to build a loyal base of future supporters
7)Keep all supporters, partners, and sponsors engaged with festival updates and engagement
8) Drive ticket sales (goal is to sell 1,000 – 2,000 tickets)
9) Increase social media followers on IJDFAZ and SJF social media accounts
10) Create a consistent “look & feel” for the event that will support the branding effort
11) Ask festival artists to temporarily “take over” the SJF social media accounts to attract new
followers and gain additional excitement.
12) Ask festival artists to create short promotional videos to be shared on SJF social media accounts
PARTNER RELATIONS
Below is a list of existing partners who have committed to assisting our marketing and PR efforts. We will provide all partners with a link to a Google Drive account which will contain all the festival’s advertising assets. This folder will be updated daily with new and revised graphics to ensure consistency for everyone involved.
• Molina Fine Jewelers
• Crescent Crown Distribution (printing and distribution of flyers and postcards)
• Scottsdale Government Partners: City of Scottsdale, AZ Office of Tourism, Experience Scottsdale, Global Chamber, and Scottsdale Sister Cities
• COX Communications
The International Jazz Day AZ Foundation presents the 5th annual Scottsdale Jazz Festival. This one-day event will feature local, regional, and international jazz musicians including Rick Braun and Richard Elliot (headliners), Nayo Jones, Cold Shott & The Hurricane Horns, Jaleo, Carlos Rivas & su Orquesta Mexsal, and Jesse Mcguire. This event will host nine bands over seven hours and include some of the best food trucks in the Valley. The International Jazz Day AZ Foundation and ENVY Event Group have proven track records producing large scale outdoor events and will use this year’s event as a springboard to a multi-day event in 2023.
TARGET AUDIENCE
1. Jazz music lovers who live in the valley
2. Live music concertgoers
3. Young concertgoers and music lovers to continue to build and replenish our audience
4. Tucson, AZ music lovers and concertgoers
MARKETING STRATEGY
• Create a brand for the Scottsdale Jazz Festival that is separate from the International Jazz Day AZ Foundation. The event needs to stand alone to be noticed and gain traction.
• Due to a very limited budget, the 2022 festival will rely heavily on social media to sell tickets and garner attention
• Leverage advertising and trade partnerships to cross-promote and create new channels of external promotion
• Advertising Timeline (January – April) 4 months
Entice consumers of live music by creating a user-friendly website and social media pages dedicated to the festival. Collect as many contacts and leads as possible through the website and social media pages.
SJF Website (new) N/A
SJF Facebook & Instagram Pages N/A (new)
SJF Facebook Event N/A Page Ad
SJF
Facebook/Instagram N/A
Stories
Create a website designed specifically to share festival info and collect as much data a possible Create dedicated festival pages on each platform designed to inform and collect data
Create Facebook event ad to instigate sharing and conversation
4x – 8x per month; promote stories on each platform
January January February March-April $3,000 $3,000 $2,000 $10,000
SCOTTSDALE JAZZ FESTIVAL April 30, 2022
SJF Facebook Event Page Ad
Raven Events: Social Media
Raven Events: Website
Digital (organic):
Info News Paper Info News Paper 602azmag.com
Digital (paid):
Raven Events: E- blasts
Raven Events: Text Marketing
Phoenix New Times: E-blasts
Phoenix New Times: Device ID Rose + Allyn PR
KJZZ
N/A N/A N/A
Social posts
Website banner 623x488 pixels
Website banner
N/A N/A
Create Facebook event ad to instigate sharing
Paid partner will consistently promote event through their Facebook, Instagram, LinkedIn, and Twitter pages Paid partner will feature event graphic on their calendar of events with direct link to SFJ website
Two (2) posts per week starting in March. 16 total posts
One (1) per month starting in March
Top homepage banner with 10,000 impressions per month
Partner will send two (2) E-blasts to growing guest list of 30,000 valley professionals and business owners
Partner will promote event by way of mobile texting to 600 personal contacts
One (1) E-blast per week starting two (2) weeks prior to event. 150,000 impressions
Four (4) weeks of coverage with 50,000 impressions Undetermined marketing and PR efforts
Digital Streaming w/ estimated 40,000 impressions
February March-April March-April
March-April
Nov 2021 – April 2022
March-April April April
April March-April April
$2,000 $20,000 $5,000
$1,000 $1,000 $4,000
$12,000 $2,000
$7,000
$7,000 $15,000 $5,000
SJF E-blasts /Ad Unit N/A Frequency/Details
18 e-blasts total. Two (2) per week to growing list of website and International/ Dates February-April / Value $2,500
Scottsdale Jazz Festival 2022
Total 48,000
