HomeMy WebLinkAboutResolution 2015-043 Approving the Lead Generation/Destination Marketing ProgramMARANA RESOLUTION NO. 2015 -043
RELATING TO ECONOMIC DEVELOPMENT; APPROVING THE LEAD GENERATION/
DESTINATION MARKETING PROGRAM AND AUTHORIZING THE TOWN MANAGER
TO ADMINISTER IT
WHEREAS A.R.S. § 9- 500.11 authorizes the Town to make expenditures in support of
economic development; and
WHEREAS the Mayor and Council adopted the Marana Economic R.oadmap on
March 2, 2010, to establish Mar ana's vision and action strategies to attract . job growth and
private investment in the town limits; and
WHEREAS the Roadmap contains five focus areas, three of which are directly advanced
by this resolution Focus Area I (Business Attraction, Retention and Expansion), Focus Area 2
(Resource /Business Support), and Focus Area 4 (Tourism and Visitor Experience); and
WHEREAS the R.oadmap directs Town staff to create various economic development
initiatives and strategies, several of which are directly advanced by this resolution, including
initiative 1.1 (develop and implement basic tools to market the community and provide
assistance to existing businesses), initiative 2.1 (maintain policies, resources and tools that
promote economic development), action strategy 2.1.4 (maintain an up-to-date port of
business incentives and policies and provide clear guidelines for their use), action strategy 2.1.6
(maintain a package of available tools and research best practices to identify new business
assistance options), initiative 4.1 (develop Marana's tourism and visitor experience "product "),
action strategy 4.1.2 (work with and support groups and organizations (e.g. non - profits and
historical society) to expand heritage tourism), action strategy 4.1.4 (work with the Chamber of
Commerce and local hospitality industry to develop a tourism. and Visitor experience marketing
strategy), and action strategy 4.2.5 (become a destination for trade shows, conferences and other
similar major events that will bring visitors to Marana); and
WHEREAS the Mayor and Council find that the use of lead generation /destination
marketing funds for economic development purposes is in the best interests of the Town and its
cltzens; an
WHEREAS the Mayor and Council find that the Lead Generation /Destination Marketing
Program authorized by this resolution will promote Marana as a visitor and meeting destination
and make Marana more competitive in the attraction, retention and expansion of job- creating
businesses and industries, driving broader economic growth; and
WHEREAS the Mayor and Council find that the Lead Generation /Destination Marketing
Program will generate more direct and indirect revenue than the costs of the program.
Manama Resolution No. 2015 -043
NOW, THEREFORE, BE IT RESOLVED BY THE MAYOR AND COUNCIL OF THE
TOWN OFMARANA, ARIZONA, AS FOLLOWS:
SECTION 1. The Lead Generation/Destination Marketin Pro as described and set
forth in Exhibit A, attached to and incorporated b this reference in this resolution, is hereb
approved.
SECTION 2. The Town Mana is authorized to administer the Lead Generation/
Destination Marketin Pro and the various town officers and emplo are authorized and
directed to perform all acts necessar or desirable to g ive effect to this resolution.
SECTION 3. This resolution is effective on June 5, 2015.
PASSED AND ADOPTED BY THE MAYOR AND COUNCIL OF THE TOWN 011'
MARANA, ARIZONA, this 5"' da of Ma 2015.
Ma d Honea
ATTEST: APPROVE AS T FORM:
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cel ronson, Town Clerk Fr k Cassi V Town Atto y
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AP Z 0 � "4
Marana Resolution No. 2015-043 -2-
MARANA.
LEAD GENERATION/DESTINATION MARKETING
PROGRAM
Effective Date: June 5, 2015
Approved: Marana Resolution No. 2015 -043
WC As I 1!
The Lead Generation/ Destination Marketing Program heightens awareness of the Town
of Marana as a visitor and meeting destination, increasing Marana bed and other
transaction privilege (sales) taxes and building awareness, familiarity and relationships in
commercial, institutional and individual networks that attract economic development
and investment.
PROGRAM ELEMENTS
Pending availability of funding, the Town budget will authorize the expenditure of lead
generation/ destination marketing funds to provide financial support to tourism -- related
businesses and organizations and to engage in other activities designed to promote the
Town as a visitor and meeting destination. Authorized expenditures may include, but
are not limited to:
* Participation in Buyer Education and Familiarization (FAM) Trips hosted by
Marana tourism- related businesses and organizations, including purchase of
airline tickets, accommodations, and food for attendees
• Participation in tradeshows and customer events expected to generate interest
and business for Marana tourism.- related businesses and organizations
A Purchase of lists that provide contact information for meeting planners, travel
agents, media representatives, and travel bloggers
PROGRAM CONTACT
Toby Parks, Tourism & Marketing Manager
(520) 382 -1988 1 tparks @maranaaz.gov
ADMINISTRATION
Businesses and organizations requesting Town funding pursuant to this Program must
submit a brief, written proposal to the Town, describing the activity for which funding is
sought, the expected benefit or enhancement to the Town's economy from the activity,
and the amount of funding sought. Entities funded under this Program shall submit a
written report to the Town detailing the outcome of the event or activity.
The Town's office of Economic Development and Tourism may also initiate events or
funding in compliance with the terms and conditions of the Program.
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