Scottsdale City Council allocates 5% budget for destination marketing and event support

The Scottsdale Budget Review Commission meeting on April 10, 2025, highlighted significant discussions surrounding the city’s tourism marketing strategies and budget allocations aimed at enhancing local attractions and events. A key focus was the city’s decision to allocate 5% of its tourism budget for destination marketing, a move that aims to promote Old Town Scottsdale and other local venues as vibrant tourist destinations.

Commissioner Stevens emphasized the importance of transparency and oversight in the financial participation agreement with Experience Scottsdale, the organization responsible for marketing the city. The commission reviewed the annual business plan submitted by Experience Scottsdale, which outlines their marketing strategies and performance standards. The city has committed $14.8 million to ensure effective marketing efforts, which are expected to generate substantial returns, with estimates suggesting a $16 increase in spending for every dollar spent on advertising.

The meeting also addressed the need for a more intentional approach to using the 5% allocation. The city manager has called for a public outreach process to gather community input on how to best utilize these funds to support local businesses and enhance the marketing of specific attractions, such as museums and art galleries.

In addition to marketing efforts, the commission discussed funding for various events that contribute to Scottsdale's reputation as a tourist destination. Notable events like the Tour de Scottsdale and the Fiesta Bowl were highlighted for their economic impact, with the latter generating over 3,000 room nights for local hotels. The city plans to continue supporting these events while exploring new opportunities to attract visitors.

The budget also includes significant commitments to local cultural institutions, such as the Museum of the West, which is undergoing expansion and revitalization efforts funded by the city. The commission aims to ensure that Scottsdale remains a hub for arts and culture, further enhancing its appeal to tourists.

As the meeting concluded, the commission acknowledged the challenges of navigating the complexities of the budget but expressed optimism about the potential for tourism to drive economic growth in Scottsdale. The discussions underscored the city’s commitment to fostering a vibrant community that attracts visitors while supporting local businesses and cultural initiatives.