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Experience Scottsdale reports Q3 gains tied to new international flights and campaigns
Summary
Experience Scottsdale told the Tourism Development Commission that third‑quarter marketing and convention sales work produced large digital impressions, increased international air service, and strong convention booking through Q3; staff said full fourth‑quarter results would determine year‑end performance targets.
Experience Scottsdale presented third‑quarter performance highlights to the Scottsdale Tourism Development Commission, emphasizing international market outreach and convention sales growth.
The presentation by Rachel Pearson, vice president of community and government affairs for Experience Scottsdale, said the DMO strengthened marketing in France after a new Air France route between Paris and Phoenix launched. She said Air France has increased that service to five flights per week and is using larger aircraft. Pearson told commissioners Experience Scottsdale ran a direct‑to‑consumer campaign in France in partnership with Expedia that generated more than 5.7 million digital impressions and placed advertorials in several French publications. The organization also partnered with the Arizona Office of Tourism on an in‑flight travel guide that featured Scottsdale.
Pearson said Experience Scottsdale is tracking a direct‑to‑Asia opportunity: a new flight between Taipei and Phoenix is planned to begin in February pending government approvals. She also described a delayed but ongoing Canadian outreach campaign that included hosting four Canadian journalists for a familiarization trip; one resulting feature recently appeared in a Canadian publication. On domestic marketing, she said a signature summer events campaign produced more than 288,000 page views on the destination website and generated about 9.2 million impressions overall.
Pearson highlighted convention sales results through the third quarter: she said the convention sales team was at 138% of its goal, had secured roughly 26% more meetings than at the same point last year and had generated about 78,000 incremental room nights—an increase she described as roughly 50% over the prior year. She told the commission full‑year results would be reported after fourth‑quarter data are compiled.
The commission did not take action on the presentation; commissioners asked no substantive follow‑ups. Chairperson Meiner thanked Pearson for the update and commissioners received the third‑quarter report as an informational item.
Pearson and Experience Scottsdale staff provided the performance figures and campaign descriptions in the meeting packet and presentation; the commission noted that the written report covers only through Q3 and that final year‑end measures would be available after Q4.
