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Chamber outlines tourism push after AOT matches; council asks for clearer ROI
Summary
The Casa Grande Chamber updated council on destination-marketing work—AOT matching grants, billboard campaigns, a signature 'Windy' event, a Taco Trail passport and analytics tools—while councilors asked for clearer return‑on‑investment and out‑of‑town visitor data.
Renee, a Chamber representative, told the City Council study session that the Chamber’s destination‑marketing office aims to “steward experiences” that strengthen the community and boost the local economy.
The Chamber described a multi-year effort that leverages Arizona Office of Tourism (AOT) matching grants, billboard and print placements, a signature festival, and new data tools to measure visitors. Renee said the Chamber qualified for AOT match programs as the city‑designated Destination Marketing Organization and used matching funds to double advertising buys in several years.
Renee cited specifics: in 2023 the Chamber used a $28,029 match to purchase $56,058 in advertising placements distributed to roughly 60 visitor centers; in 2024 about $47,590.75 in match yielded roughly $95,000 in publishing placements and four digital buys totaling an estimated 2,000,000 impressions. She also described billboard campaigns (Clear Channel, Lamar) including an I‑10 campaign and an out‑of‑state trial market, which she said produced about 40,000,000 impressions and about 50 sign‑ups for a one‑month giveaway.
The Chamber reviewed local initiatives as well: a cooperative event‑funding program that awarded modest grants to downtown festivals and events, a signature festival called “Windy” that drew roughly 2,400 attendees in its first year and 2,600 in its second year (with mixed financial results), and a Taco Trail passport program run on the Bandwango platform that engaged 15 restaurants and recorded 456 signups and 372 check‑ins on the digital passport.
Renee said printed collateral (rack cards) and influencer video placements are also part of the strategy, and that the Chamber moved from a disappointing DataFi pilot to Placer.ai for visitor analytics covering about 32 points of interest. “Placer.ai gives us more information about events — what hours people attend and peak attendance — and we can share those reports with city staff,” she said.
Council members praised the advertising visibility but repeatedly asked for clearer measures tying spending to nonresident visitation and economic return. The Chair asked the Chamber to provide more reportable ROI metrics showing how many attendees were from outside Casa Grande and how marketing translated into overnight stays or other economic activity. Renee said the Chamber could provide impressions and visitation reports from Blossom and Placer.ai and offered to return with more targeted ROI information.
The Chamber also described a year‑round shop‑local campaign, including vinyl clings and streaming video spots, aimed at supporting small businesses.
The study session did not include formal action; presenters offered to follow up with more detailed impressions and Placer.ai reports for council review.
