HomeMy WebLinkAboutCouncil Presentation - Discover Marana Tourism UpdateTourism
Update
D I S C O V E R
MARANA
UN
Town Council Presentation
12.19.23
Agenda:
Foundation Build
Partnerships &
Looking
ing
Projects
DISCOVER
MARANA
AZ
"FOCUS AREA THRIVING COMMERCE
GOAL:
STRATEGY:
STRATEGY:
EXPAND MARANA'S THRIVING TOURISM INDUSTRY BY PROMOTING
ITS HERITAGE, CULTURAL RESOURCES, SCENIC OPEN SPACES, AND
SIGNATURE EVENTS.
Expand Marana's tourism efforts and enhance its regional relevance through a
comprehensive assessment of the Town's strengths and unique offerings.
Continue to enhance visitor experiences and partner with stakeholders to
promote Marana's entertainment, recreation, sports and cultural events, and
hospitality venues.
Core: Local Audience
Ring One: Greater Tucson
Audience
Outer Ring: Drive Markets
Foundation -Building
DISCOVER
MARANA
AZ
Foundation- Building
Brand ""refresh" & Discovery Series marketing campaign
New website launched
Dynamic,, consistent advertising in statewide publications & Sonora, Mexico
Window displays at Tucson Premium Outlets at Marana Center
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Discover Marana
EXPLORE OUR COMMUNITY
Explore the official travel gwde of Marana, AZ and find
mforrnatton about fun acumes, events, restaurants, places to
stay, and Tucson Premnmr Outlets at Marana Center
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Where does our audience live?
• Top 5 cities (outside the Tucson -Metro)
o Phoenix/Tempe (up 640/o)
o Los Angeles
o Las Vegas
o Chicago (up 180/0)
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o Albuquerque
2023 Results
• Website visits up 22%
• Facebook reach up 421%
• Instagram reach up 4700%
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D I S C O V E R
MARANA
AZ
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Partnerships &
Projects
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matched by the Arizona Office of
Tourism
*Remarketing from VisitArizona.com
*Official Arizona Guide
*Official Tucson Guide
and more!
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* LOCAL SUMMER CHALLENGE
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,hotoTHE ESSENTIAL FOODIE
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GUIDES THINGS TO DO INSIDERS
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UPDATED AUGUST 30, 2023
Famous for its unique blend of traditional Southwestern fare and innovative foodie experiences, Marana is a
paradise for every kind of gastronomy. From laid-back cafes ser\ing locally roasted coffee and artisanal pastries.
vibrant bars boasting the finest craft beers and cocktails, to upscale restaurants offering exquisite dining
experiences, our guide covers it all.
1larana's dining scene is as diverse as its stunning landscapes, and we're here to help you naxigate it. Whether
you're a local looking to explore nets- dining options, a food connoisseur seeking the next unforgettable meal, or
a traveler hungry for authentic local flavors. our guide has something for vou. We've done the legwork to
highlight the best places to eat and drink in Marana, pro-iding you c\ith in-depth reNiews. photos. and insider
tips.
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Looking
to 20214
Tourism Master Planning
• Kick off meeting in January
• InMarket "Secret Tourist"
• Interviews & Surveys
• Stakeholder Groups
• "Current State" report
41
• 10 year strategic plan & roadmap
Discovery S ri s mmM r n Visitor Center
Add interest and more
branding to the Visitor
Center, potential for a
mural
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Build on the be
its,
existin 9 landscapin
More "De
Discovery Series --El Rio Preserve
Add a specific call to
action to take photos
and spread the word
about this location
Add signage to
increase wa�nding
Ambassadors
Town of Marana employees and key
stakeholders who will help others
discover the best local places to eat,
shop, play and stay.
Friendly, authentic and
approachable guides to all the great
things happening in the community.
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Tourism Trends in 2024
le 22% of U.S. Adults to travel "as much""as 2023
is M'Illenn'lais, Gen Z planning more trips than 2023
is Combining with business trips (aka 1% bleisure")
is 810/o plan 30 days ahead
is AI travel planning is catching on
Sources: TravelAge West, Arizona
Office of Tourism
0 Tourism Trends in 2024
Y
• Hotel prices are not going down
• Lower gas prices= more day trips
is Tourism is #1 in Arizona ($28 Billion)
Sources: TravelAge West, Arizona
Office of Tourism, TrovaTrip