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Home My WebLink AboutCouncil Presentation - Tourism Master PlanTown of Marana, Tourism Master Plan - - • �? IMP Town Council Presentation October 29, 2024 oA a IN _ - o v MARANA f 4 AZ r T 1 � z • • T• Tourism Updates • Billboards on I-10 • Arizona Office of Tourism Award —Best Regional Partnership • $49,000 AOT Match for advertising • Brandon Mejia, Tourism Marketing Specialist joined the team in September 2 Planning Process Month FMAMJJASOND J Kickoff Meeting Document Review In -Market Assessment Survey, Interviews Gilbert and Queen Creek Visit Current State Analysis Report Workshop 1 Workshop 2 Community & Council Check -in Workshop 3 Workshop 4 Workshop 5 Council Check -in & Feedback Workshop 6 Destination Master Plan Implementation Support Implementation Summit r Planning Team • Stefanie Boe, Town of Marana, Discover Marana • Curt Woody, Town of Marana, Economic Development • Sabrina Nelson, Ritz Carlton • Andrea De La Cruz, Town of Marana, Town Manager's • Brandon Mejia, Town of Marana, Discover Marana Office • Shelby Scheer Town of Marano Parks Q. Recreation •Nycholas Weaver, Tucson Premium Outlets at Marana Center • Lloyd Kirsch, Retired, Restaurant Task Force Member • Galen Beem, Marana Regional Airport • Jill McCleary, Town of Marana, Culture & Heritage • Maggie Kinney, The Marana Pumpkin Patch • Sally Edwards, Town of Marana Chamber of Commerce, Visitors Center • Ryan Wissmann, Town of Marana, Economic Development • Vic Hathaway, Town of Marana, Communications • Amanda Wiggins, Town of Marana Chamber of Commerce • Catherine Campbell, Pima County • Alia Pierson, Owner, Briar & Main Travel Boutique Planning Team & Consultant Activities • Background Document Review • In -Market Destination Assessment • Gilbert and Queen Creek Visit • Stakeholder Interviews & Resident /Visitor Surveys • Additional Info -Gathering Visits: Southern Arizona Heritage and Visitor Center, Ritz -Carlton, Dove Mountain, Luxury Traveler Learning Session, Heritage River Park • Community Engagement: State of the Town, Civic Committee, Marana Insights, Local Real Estate Agent Meeting, Impact Marana, Roadrunners Hockey Game Town Council Presentation October 29, 2024 4. WHEREAB2UT About Whereabout h4�6E;LV. NORTH TAHOE 011NTCA COMMUNITY ALLIANCE W cc 6 pa rkc 1 t CHAMBER OF COMMERCE I CONVENTION & VISITORS BUREAU enjoy PASO illifl9iS ROBLEcSA Viyit Met) SA .COM Brand USA �N0M A COUNT S Y • CALIFORNIA • LIFE OPENS UP' 11111 TRAVEL OREGON sI CAL WHEREAB2UT Key Strategic Considerations 1. Dream big and make it so 2. People want to visit places people want to live 3. Create buzz through festivals and events 4. It needs to be built for them to come 5. The great outdoors is Marana's greatest asset 6. Teamwork makes the dream work 7. The past can be a window to the future 8. A stewardship mindset will foster long-term success 9. A strong destination requires a solid organization WHEREAB2UT Draft Vision ranching town centerbirding golfing restaurants • history luxury torio1: C comm• IocaI marc airports�� Iaz 1I ranch ironwood non rt11ki 1g festivalslf'lcfltjlv•amulti-cultur al saguaro shopping el rio cuisine outdoors farmer 0 utd oc rst1cth11u1ts cycIing�1j`western ,agritourism food v businesses WHEREABQUT Draft Competitive Position Statement Marana is the destination to be close to everything, yet far from ordinary: • Experience the one -of -a -kind Saguaro National Park, Ironwood Forest National Monument, Tortolita Mountains, Sonoran Desert, and breathtaking desert landscapes in close proximity to Town • Have the sky be equal to the landscape experience, with 250 species of birds, skydiving, hot air balloons, Urban Dark Skies, and tangerine sunsets • Engage in world class biking on the Loop, hiking at Wild Burro Trail, golfing, and horseback riding (continued) WHEREAB2UT Draft Competitive Position Statement Marana is the destination to be close to everything, yet far from ordinary: • Enjoy award -winning festivals celebrating the Town and its agricultural roots • Experience first-hand what it is to be a cowboy, and not just play cowboy • Explore layers in history, from early Native American settlements to ranching history, to the role of the region in World War II • Discover new items at destination shopping centers • Indulge in pure luxury at the Ritz Carlton, with ease of access through the Marana Regional Airport WHEREAB2UT Discussion Questions 1. What elements are we missing from our Competitive Position? 2. What elements are your favorite, or do you feel strongest about? 3. Is there anything you see that you believe needs significant revisiting? WHEREAB2UT Key Foundational Tourism Drivers -Where we are Welcoming Family Travel Exciting Outdoor Recreation Unique Agri -Western Experiences 2025 FOUNDATIONAL Visiting Friends in "Southern Day Visitation Experiences 4. 0 jai 4. 1 r iC - for Festivals and and Relatives Arizona" Day Visitation w WNEREAB2UT Draft Objectives 1. Roll out the welcome mat for multigenerational families 2. Incubate and grow small businesses and locally owned restaurants 3. Expand, diversify, and promote Marana's accommodations and conference offerings 4. Promote, enhance, and expand Marana's award -winning festivals and events 5. Identify funding sources and invest strategically in Marana's visitor economy 6. Use data to amplify Marana's story and measure and demonstrate success 7. Celebrate and preserve Marana's unique Arts & Heritage 8. Generate sense of place, excitement and pride in the identity of Marana 9. Leverage and evolve Marana's world class outdoor recreation and parks 10. Target, attract, and develop new amenities to elevate Marana as a destination WHEREAB2UT Key Promotional Tourism Drivers -Where we can go Welcoming Family Travel Exciting Outdoor Recreation Unique Agri -Western Experiences 2025 FOUNDATIONAL '7OMOTIONAL Visiting Friends t and Awareness Ili imI,lei Relatives with Brand of Marana Multi -Day • "Piggyback" events on the day before or after established Festivals 1 Visits for Activities and Events Visiting Friends in "Southern Day Visitation Experiences iiikepp-r'..,-,.. 114 ' ' r Far, e . i 7- for Festivals and and Relatives Arizona" Day Visitation WHEREAB2UT Key Aspirational Tourism Drivers -Where we want to be Welcoming Family Travel Exciting Outdoor Recreation Unique Agri -Western Experiences ,; _ „ , . t'S" - I. ' �` ,: � l ;,�+- ire ti r:� J > NDATIONAL PROMOTIONAL ASPIRATI ,: I ! - J V Choosing Marana as a Family Travel Reputation as an Outdoor Adventure Multi -Day Festivals and Experiences driving Destination Destination overnight stays 3 i4 _£=� _ I - i ` II�`I 1, h!if �•.. ;� +I'418!.Srµme] , Visiting Friends and Relatives with Brand Multi -Day Visits for Activities and Events "Piggyback" events on the day before or after Awareness of Marana established Festivals W j�j��%%�aa-- k S' ' ar, Visiting Friends and Relatives in "Southern Day Visitation Day Visitation for Festivals and Experiences Arizona" WHEREAB2UT Discussion Questions 1. What elements are we missing? 2. What elements are your favorite, or do you feel strongest about? 3. Is there anything you see that you believe needs significant revisiting? WHEREAB2UT Next Steps Kickoff Meeting Document Review In -Market Assessment Survey, Interviews Gilbert and Queen Creek Visit Current State Analysis Report Workshop 1 Workshop 2 Community & Council Check -in Workshop 3 Workshop 4 Workshop 5 Council Check -in & Feedback Workshop 6 Destination Master Plan Implementation Support Implementation Summit Month F MAMJ JASO ND J p WHEREAB2UT Discussion Questions Any additional thoughts? WHEREAB2UT oh