BizTOURISM continued from page 99 The research revealed some surprising facts, too – namely that New York is the number one “feeder” city in terms of travel dollars to Tucson, followed by Los Angeles, San Francisco, Chicago, Phoenix, Denver, Dallas and San Diego. “I was really surprised to see how strong New York was, considering there are no nonstop flights coming in from New York,” DeRaad said. “They far and away outspent travelers from other destinations – about 30 percent above what we saw from other markets.” The research also revealed that the still-recovering economy, as well as lingering stereotypes about Arizona (specifically the controversy surround SB 1070), are holding some travelers back – though that is changing. “Some people who haven’t visited think that there isn’t much to see or do,” DeRaad said, which demonstrates why a new, highly targeted and focused marketing campaign is needed to reach more travelers. While the MTCVB has seen success
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New Yorkers far and away outspent travelers from other destinations – about 30 percent above what we saw from other markets. – Brent DeRaad President & CEO Visit Tucson
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over the past three years with its Real Southwest campaign, DeRaad said it’s time for a change. The bureau teamed up with MMGY Global, a travel marketing firm based in Kansas City, to develop an entirely new branding strategy and campaign, which will be unveiled at the annual meeting on June 13. DeRaad is also pushing for a bigger budget. In July 2012, the Pima County audit of the agency stated that funding “is insufficient for MTCVB to remain competitive with other destinations.”
The bureau was hit hard during the recession and saw its budget cut from $10 million annually five years ago to its current $6.5 million. The revenue comes, in part, from a bed tax levied on hotel rooms. As the economy continues to improve and more people visit Tucson, bed tax revenues will grow. In fact, the City of Tucson voted in late May to increase Visit Tucson funding to 33 percent, up from 28 percent this year. That’s an increase of roughly $500,000. The Town of Oro Valley also has pledged to increase its investment in Visit Tucson from $75,000 to $120,000 next year. DeRaad hopes to get back to the $10 million a year budget within the next five years. In the meantime, he’s eager to share this rebranding campaign not only with tourism and economic development stakeholders, but with targeted leisure travelers, tour operators, travel agents and meeting planners. “We’ve got to be sure that Tucson occupies a very clear, distinctive place in the minds of customers,” he said. “If we can get them here that first time, they’ll be back.”
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