Partners Newsletter - September 2013

September 2013 
Prescott Office of Tourism 
Partners Newsletter
From the Tourism Director

July bed tax collections were up sharply at 13.45% as compared to last year while STR reports lodging Occupancy in Prescott was up 3.2%, Average Daily Rate(ADR) was up 7.7% and Revenue per Available Room (RevPAR) was up 11.2%. Year-to-Date Occupancy is down 0.4%, ADR is up 3.7% and RevPAR is up 3.2%.

E-Marketing & Fulfillment
Last fiscal year the Prescott Office of Tourism responded to 3,799 requests for brochures via our website. In addition, nearly 20,000 brochures were distributed at nine visitor centers located throughout three terminals at Phoenix Sky Harbor Airport.

We also ended the fiscal year with 7,705 contacts in our e-mail databases who receive our monthly newsletter up from 5,551 this time last year.

As for Social Media, we nearly doubled the number of "Likes" on our Facebook page ending the year with 2,022 vs. 1,121 at the start of the fiscal year. Typically we post three to five times per week and interact with an audience of nearly 3,000 per week.

Tourism Sales Manager
For the past few weeks the Tourism Office has been recruiting for a Tourism Sales Manager. Applications were due by the end of the day on September 3rd and interviews are expected to begin in mid September.  The person hired for this position will be dedicated to developing and expanding the number of meetings and other group business to Prescott through direct sales initiatives.

AAA Travel Show
The Prescott Office of Tourism has reserved two booths at the AAA (consumer) Travel Show which will take place on November 16 & 17 at the Phoenix Convention Center. There is space available for partners to attend in our booth. For further information contact Don Prince at 928-777-1221 or

Transient Lodging (Bed) Tax Allocation
The Fiscal 2014 Bed Tax budget was approved by the Prescott City Council Agenda on August 13th. This budget includes a number of line items including the Prescott Office of Tourism's requested marketing budget of $290,000, tourism and community event grant funds, support for several non-profit organizations, etc. For further information contact Don Prince.

AOT'S Co-op Marketing Program for FY 2014
The Prescott Office of Tourism has been approved for a $110,750 co-op marketing campaign with the Arizona Office of Tourism. Prescott's portion is 50% of this amount. This campaign includes a variety of print, outdoor and online opportunities to help us reach our key geographic markets in metro Phoenix, Southern California and nationally. 

Industry News
ADOT Completes Study on Economic Impact of Bicycling in Arizona
Arizona is considered a destination state when it comes to getting around on two wheels. Our state's ideal weather, new infrastructure and numerous bicycling events continue to lure cyclists from all over the country and around the world to experience riding through Arizona's scenic landscapes.

A new study by the Arizona Department of Transportation finds that these out-of-state bicycle tourists and customers bring in a significant amount of money to our state's economy each year. More than $88 million in economic effects is generated each year from out-of-state bicycle enthusiasts. ADOT's study also found that approximately 39,000 in-state and 14,000 out-of-state participants are involved annually in as many as 250 bicycling events held throughout the state, solidifying Arizona's major role in bicycle tourism.

The entire final report titled "An Economic Impact Study of Bicycling in Arizona" can be found here:  The executive summary can be found here:

U.S. Consumer Travel Report
The latest PhoCusWright U.S. Consumer Travel Report suggests that a significant generational shift in the travel market may be under way.

"When you break it down by age, boomers are declining pretty aggressively in the last three years when it comes to travel," said PhoCusWright analyst Marcello Gasdia. "In the 45-to-54 group, you have only 56% taking a trip in 2012 [down from 63% in 2010] and even fewer in the 55-to-64 segment. Those age groups show the lowest percentages in terms of taking a trip."

"Boomers have lost a lot of assets since the downturn," Gasdia said. "Also, they may still have dependents relying on them, and they have retirement on the horizon. It's a lot of financial pressure. Hopefully, we will see [their travel plans] pick up."

The decline in boomer travel was partly responsible for a decrease in average household travel spend for the general population of the U.S. Last year, it was down $235, to $2,874. However, there was a bright spot in the results for even older travelers: 59% of those ages 65 and older took trips in 2012, compared with 56% the previous year.

"The very top-line data on leisure travel is that the number of adults traveling every year is stagnant," Gasdia said. "About four in 10 are taking a trip at all, and that's absolutely economy-related. Prerecession, that [percentage] was in the low 70s, but it took a big hit in 2009 and hasn't really recuperated. There is still some penny-pinching going on."

Fall Vacation Trends
The main motivators for travel this autumn are fewer crowds (22 percent) and a more pleasant climate (19 percent). Additionally, 32 percent of travelers plan to spend more on their fall leisure trip in 2013, while 57 percent expect to spend about the same as last year.

"Fall is the perfect time to get away, giving travelers the opportunity to enjoy milder weather, smaller crowds and lower prices," said Brooke Ferencsik, director of communications at TripAdvisor.

* More than one-quarter (27 percent) of respondents will take three or more trips this fall.
* 56 percent of fall travelers will take a vacation lasting a week or longer.
* 52 percent book their fall vacation three or more months in advance.
* 43 percent of travelers will enjoy a romantic getaway with a loved one this fall and 38 percent will travel with family.
* 42 percent are planning to visit a repeat destination, while 20 percent will venture out to discover a new locale.
* 42 percent of fall leisure travelers will enjoy a city trip and 34 percent plan to head to the beach.
* 74 percent are planning a hotel stay, 28 percent will stay with family and friends and 22 percent will rent a vacation rental home.

Top 5 Fall Activities:
* View colorful fall foliage - 44%
* Go wine tasting / visit a vineyard - 29%
* Go to a food festival - 22%
* Attend a football game / collegiate homecoming - 18%
* Go to a state / county fair or fall festival - 18%  

Media Update

Media coverage for August 2013:    
If you would like a copy of any of these stories, please contact Wendy Bridges (928) 777-1204.

Lodging Performance

Data from City of Prescott   

Data from Smith Travel Research
Data from Smith Travel Research 


Don Prince
Prescott Office of Tourism

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