Experience Scottsdale presents FY 2025–26 strategic business plan; commission recommends approval

Experience Scottsdale presented its strategic business plan for fiscal year 2025–26 on May 20, outlining a roughly $22 million budget, 17 quarterly performance metrics and a marketing strategy focused on luxury leisure and group travel.

The plan, presented by Rachel Sacco, president and CEO of Experience Scottsdale, emphasizes golf, art and culture, resort and wellness offerings, Western heritage and family experiences. Sacco said the budget represents about 45% of visitor-generated bed tax collections plus partner investments and is “in line with what our current budget for this fiscal year is.”

The document also details communication strategies, domestic and international market tactics, and a group sales program. Michelle Myers, vice president of marketing, said the organization is refining audience targeting (adults 35 and older with household income thresholds), expanding a 17-market primary list with the addition of Portland, Oregon, and increasing use of connected TV, audio streaming and creator partnerships.

“Starting next fiscal year, we will be adding Portland, Oregon to our other 17 top leisure markets,” Myers said. “Since 2022, we have seen a 50% increase in the number of trips and an 83% increase in website traffic coming from Portland.”

Laura McMurchy, vice president of communications, described continued investment in earned media, familiarization tours and the Scottsdale Media Showcase to deliver editorial coverage in national outlets and trade shows. Diane Boynton Gropp, vice president of tourism, and Kelly Bluhbaum, vice president of convention sales and services, described sales and air-service development work to support international connections and group business. Sacco and staff said the plan was developed from research, focus groups, member input and program ROI reviews beginning in January.

Commission discussion covered airlift and metrics. Diane Boynton Gropp said Experience Scottsdale receives monthly passenger statistics from Phoenix Sky Harbor International Airport and uses geolocation and hotel data to assess how flights translate to local visitation. Sacco said the organization is acquiring attribution software to place tracking pixels on media placements and bring most digital media buying in-house to better measure return on investment.

After questions, a commissioner moved and another seconded a recommendation of the strategic plan and the commission voted in favor. The commission’s action was recorded as a recommendation to city council for the strategic plan and associated performance measurements.