Scottsdale tourism staff report steady attendance for ScottsDazzle, 30,000 attend Western Week

Angelica, a Tourism and Events staff member for the City of Scottsdale, summarized this winter's ScottsDazzle and Western Week programs during the commission meeting, saying the city partnered with restaurants, galleries and nonprofits to stage the events and that attendance figures were similar to previous years.

The presentation said about 4,000 people attended the sing-along and tree-lighting event and about 10,000 people attended across the three weeks of ScottsDazzle stroll events. Smaller, ticketed or intimate events reported attendance of roughly 20 to 60 guests. The presentation also listed 221 entries to a ScottsDazzle social media sweepstakes and about 300 photos taken with Santa at the farmers market.

The tourism staff described multiple partnerships with local businesses and organizations, including the Scottsdale Gallery Association, Barrio Queen, The Mission, Riot Hospitality, the Old Town farmers market, Hotel Valley Ho, Chabad of South Scottsdale, the Valley of the Sun Jewish Community Center and Experience Scottsdale. Staff said they expanded Hanukkah programming this year and purchased a nine-foot menorah that the city can use for future events. Angelica said ScottsDazzle is now in its ninth year and preparation for the tenth year will begin over the summer.

Western Week, held Jan. 25–Feb. 2, 2025, was presented as the city’s kickoff to the event season. Tourism staff reported roughly 30,000 attendances over the week and listed signature features including the Gold Palette Art Walk, Pony Express (which this year included first-time female riders and a mayoral appearance), the Arizona Indian Festival and the Parada del Sol and Trails Festival. The presentation noted expanded programming such as a Marshall Way Bridge art activation in partnership with Scottsdale Artist School and additional family-friendly activations at the Rodeo Museum and the Old Town farmers market.

Staff described the marketing campaign for both programs as an integrated local campaign targeted primarily within a 20-mile radius of Scottsdale, supplemented by Experience Scottsdale’s national and international promotion. Materials cited included billboards, print ads, social media, brochures placed in libraries and community centers, and digital advertising. Angelica said the division coordinates with other city departments — including Police, Economic Development, City Services, Parks and Recreation and Library — and with private-sector partners to stage the events.

Commissioners asked when the Old Town events website would go live; Angelica said testing would begin shortly and estimated a six- to eight-week timeline. Commissioners also praised the scope of collaboration and encouraged continued outreach to local merchants.

The presentation closed with staff reminding commissioners that planning for the 10th ScottsDazzle begins in the summer and inviting feedback.

Although staff provided headline attendance counts and partner lists, they did not provide a complete, event-by-event breakdown of economic impacts such as exact hotel room nights, tax revenues or a per-event budget in the meeting presentation.