Westworld managers outline 2025–26 event strategy, cite size and economic role

Westworld managers told the Scottsdale Tourism Development Commission on Nov. 18 that the 386‑acre facility is a major local economic engine and that a strategic plan due in February will guide booking decisions for the 2025–26 event season.

"We have about 400,000 square feet of indoor, air conditioned space," said Will, Westworld general manager. He and sales managers Carter Unger and Austin Unger described a calendar that hosts roughly 80 events annually — about half equestrian and half non‑equestrian — from world‑renowned horse shows to trade shows, festivals and concerts. Carter Unger said the venue draws roughly a million visitors a year.

The managers said their objectives are to manage the facility responsibly, generate economic impact for the city and provide community events. "For every dollar that we lose on an operations standpoint, we generate $39 of economic impact," Will said, citing the venue’s role in filling hotel rooms and supporting local businesses.

Commissioners pressed managers on several operational areas. On concessions, Will said food and beverage is handled by a long‑term third‑party (M Culinary), some producers bring their own vendors and a handful of events receive percentages; the strategic plan will explore changes to make the contracting "a little bit more level." When asked about exclusives and services, staff said Westworld holds contracts for food service and for a parking provider; managers said the site can handle about 12,000 parking spaces for large events.

Commissioners and managers also discussed scheduling constraints caused by overlapping move‑in and move‑out dates. Carter Unger said many large horse shows book years in advance and Westworld is pursuing more multi‑year agreements — aiming to expand one‑year deals to three years — to secure anchor events. Managers described logistical challenges when multiple events occur the same day; one recent weekend combined a marathon and two horse shows and produced more traffic than organizers had expected.

Infrastructure questions included drainage: managers said Westworld sits in a flood basin and that "three projects" are scheduled to begin the coming summer to address runoff problems that have persisted for several years.

The managers said they have focused recently on attracting events that boost hotel occupancy outside peak spring months and that filling summer and May shoulder months will take multi‑year effort and coordination with the hotel association and tourism bureaus. They offered to return in February with the completed strategic plan and additional recommendations.

The commission praised Westworld’s scheduling and economic role and asked staff to accept the managers’ offer to present the strategic plan at a future meeting.