2014 Annual Report and Marketing Plan

FLAGSTAFF CVB
FISCAL YEAR 2014
MARKETING PLAN

c 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
CHAIR
Jamey Hasapis
VICE CHAIR
Mark Price
Dino Dulbson
Jean Hockman
Lori Pappas
Minesh Patel
Brent Schepper
Jeff Theiss
Chuck Wendt
FLAGSTAFF Tourism Commission
MAYOR
Jerry Nabours
VICE MAYOR
Coral Evans
Celia Barotz
Karla Brewster
Jeff Oravits
Scott Overton
Mark Woodson
FLAGSTAFF CITY COUNCIL
ADMINISTRATION
CVB DIRECTOR
Heidi Hansen
ADMINISTRATIVE
SPECIALIST
Carrie Nelson
MARKETING AND
PUBLIC RELATIONS
MARKETING AND
PUBLIC RELATIONS
MANAGER
Heather Ainardi
PUBLIC RELATIONS
SPECIALIST
Joanne Hudson
Creative Services
Specialist
Consumer Web
& Multimedia
Michael Russell
Creative Services
Specialist
ADVERTISING
CREATIVE & PRINT
Jennifer Schaber
SALES
Meeting & Events
Specialist
Gail Jackson
Travel Trade
Specialist
Joyce Lingenfelter
VISITOR SERVICES
Visitor Center
Manager
Kathy Hales
Visitor CenteR
STAFF
Jill Hough
Jay Hughes
Jessica Lawrence
Carolyn Pinnick
Craig Rose
Flagstaff CVB Staff

12 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
FLAGSTAFF Convention and
VISITORS Bureau MISSION
To develop, promote and maintain Flagstaff
as a year-round destination with professional
visitor services that will benefit the community
economically, environmentally and socially.
VISION
Flagstaff is recognized as the destination
for all seasons.
FLAGSTAFF Visitor Center MISSION
To introduce and educate visitors about the
vast tourism opportunities within Flagstaff and
the surrounding areas, and to increase the
frequency of visits to Flagstaff and length of stay.
VISION
Flagstaff Visitor Center is recognized for
exceptional visitor services.
Contents
Welcome 1
Industry Outlook 2
Flagstaff Highlights 4
Program Areas 6
Goals and Outcomes 8
FY 2014 Budget 16
FY 2014 Media Plan 17
Program of Work 18
Appendix 19
Creative Samples | Print Collateral 19
Creative Samples | Print Advertising 20
Creative Samples | Online Advertising 22
Creative Samples | Outdoor Advertising 24
Creative Samples | Local/VC Marketing 25
Creative Samples | Website and Mobile 26
Creative Samples | Social Media 27
Print Media Coverage 28
Directory 29
Flagstaff:
The destination for all seasons
The Flagstaff hospitality industry is a significant economic
driver for the region, generating more than 5,400 jobs and
delivering nearly $390 million in direct spending annually.
Tax revenue collected from this industry, specifically the
bed, board and booze (BBB) tax of 2%, directly enhance
the quality of life for local residents and create a more vibrant
community for travelers to visit.
The Flagstaff Convention and Visitors Bureau receives a
portion of the BBB tax to promote Flagstaff as a premier
travel destination through marketing, sales and public
relations efforts while providing professional visitor services.
Here’s how the BBB tax is broken out among City departments
and the community:
WELCOME
Tourism
(Destination
marketing)
Beautification
(FUTS trails,
landscaping,
gateway signage)
Parks and
Recreation
(Recreational
programming and
operations)
Economic
Development
(Business retention,
expansion and
attraction)
Arts and Sciences
(Flagstaff Cultural Partners for
granting opportunities locally)
20%
9.5%
7.5%
30%
33%
BBB Tax Revenue Allocation

2 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
INDUSTRY OUTLOOK
Situated at the base of the San Francisco Peaks, Flagstaff is a unique destination
within Arizona and thereby a majority of our visitors travel from within the state (33%).
An additional 14% are from neighboring California. With 47% of visitors originating
from Arizona and California and more than 53% traveling by personal vehicle, Flagstaff
has shown considerable resiliency through the recent economic downturn.
Flagstaff’s tourism industry is continuing to
see strong growth with BBB tax revenue
increasing more than 6.2% in FY 2013.We
are still experiencing double digit increases
in hotel occupancy and leading the state in
average daily rate (ADR) and revenue per
available room (RevPAR).
The industry is seeing the highest room
revenue on record with very favorable
supply/demand fundamentals for the rest
of the year.The domestic hotel room night
demand is up 1.2% over a year ago. (Smith
Travel Research 3/13)
Other U.S. States
33%
Arizona54%
Greater
Phoenix
11%
Tucson
17%
International
24%
UK
21%
Canada
9%
Germany
4%
France
8%
Australia
14%
California
Visitor Origin
Source: 2008-2009 Flagstaff
Visitor Study by Northern
Arizona University’s Hospitality
Research and Resource Center
35%
All Other
AZ Cities
34%
Other
Countries
Top 5: Texas 5% Florida 3%
New York 3% Washington 3%
Wisconsin 3%
36%
15%
12%
9%
6%
15%
12%
9%
6%
3%
0%
-3%
-6%
-9%
-12%
2005 2006 2007 2008 2009 2010 2011 2012
Flagstaff YOY % Change in
Tourism-Related Tax Revenues
Arizona Flagstaff
67%
66%
65%
64%
63%
62%
61%
60%
59%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013*
*Prediction based on STR 2013 forecast
$90
$80
$70
$
$ $
$$ $ $ $
Flagstaff Occupancy

32 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
Flagstaff YOY Occupancy Comparisons
70
65
60
55
50
45
40
2004 2005 2006 2007 2008 2009 2010 2011 2012
US
Mountain
Arizona
Phoenix
Tucson
Flagstaff
Non-Metro
Flagstaff Average Daily Rate
67%
66%
65%
64%
63%
62%
61%
60%
59%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013*
$90
$80
$70
$60
$50
$40
$30
$20
$10
$0
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013*
$60
$50
$
$
$
$ $
$$ $ $ $
$
$ $ $ $ $
$
67%
66%
65%
64%
63%
62%
61%
60%
59%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013*
$90
$80
$70
$60
$50
$40
$30
$20
$10
$0
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013*
$60
$50
$40
$30
$20
$10
$0
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013*
$
$
$
$ $
$$ $ $ $
$
$
$
$ $ $$ $ $
$
Flagstaff Revenue Per Available Room/RevPAR
Flagstaff has
lead the State
of Arizona in
annual hotel
occupancy level
since
2008.
Source: Arizona Office of Tourism
Statewide Lodging report

4 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
 The Flagstaff Convention and Visitors Bureau (CVB) launched a reimaged
marketing campaign and newly developed website: flagstaffarizona.org.
The campaign includes several key elements: Flagstaff focused, highlights
seasonality, shows variety, evokes emotion and expresses vibe. The website
includes a seasonal component that contributes to Flagstaff searches online.
 The Flagstaff Visitor Center staff began participation with the First Friday
ArtWalk receiving an average of 300 walk-ins per event.
 The Dew Downtown Flagstaff Urban Ski and Snowboard Festival took
over downtown Flagstaff once again in February 2013 attracting 10,000
attendees for snowboarding and skiing events on San Francisco Street. This
is a family friendly event, and features food and drink selections, retail
shopping opportunities and live music.
 Arizona Snowbowl completed their snow making system and attributed
50,000 additional skiers to this new system. They project that average skier
visits will climb from 145,000 to 200,000 annually. Their primary market
continues to be the Phoenix metro area, but Mexico visitation is rapidly
growing. Arizona Snowbowl plans to be open by Thanksgiving 2013 and is
working on a Phoenix to Flagstaff shuttle. They have capital improvements
planned for the next five years that will further enhance the visitor experience.
 The North Pole Experience opened in Flagstaff for the 2012 Holiday season
and saw huge success. They partnered with Little America as the anchor
location for hotel stays, meals and trolley departures. In 2013 they plan to
expand to other hotels.
 The Flagstaff Extreme Adventure Course had 17,000 people come through
the course during their first year of operation. They feel they will exceed
that in the coming year and are looking at hosting more events next year in
addition to staying open longer during the season.
 Lowell Observatory received global/national coverage from Discovery
Telescope - Reuters, TIME, AP, USA Today, LA Times and all major as-
tronomy magazines this year. Their First Light Gala was the largest sit-down
event in Flagstaff history, and featured guest speaker, Neil Armstrong.
Meteorite Man, Geoff Notkin made two appearances, and the lowell.edu
website received over 1,000,000 page views. The observatory also set an
attendance record of 996 people in a single day during the transit of Venus
viewing (Venus passed directly in front of the sun as seen from Earth). This
phenomenon will not happen again for 104 years.
FLAGSTAFF HIGHLIGHTS
visitor Profile
The Flagstaff Visitor
The average party
size for day visitors
is 3.2persons who
spend $646per
day. The average
overnight stay is
2.6nights.
Demographics
The average age of
the Flagstaff visitor is
49with an average
annual income of
$79,056.
Party Type
Families make up
60% of party type
followed by15%
friends only,14%
family and friends,
8% traveling
alone, 2% business
associates, and 1%
organized tours.

52 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
 Flagstaff Fourth of July Fire-Safe Fireworks returned to the Continental
Country Club.
 Flagstaff CVB marketing will be expanding our presence in the Las Vegas
DMA and Cactus League Spring Training. The Hoover Dam bypass allows for
quicker access from Las Vegas and with so many visitors traveling each year
to Phoenix for Spring Training, we hope to see new visitors in our community.
 The Discover America brand was enhanced to promote the United States
in an overall marketing campaign. They are planning a new campaign for fall
which will include Arizona.
0 5 10 15 20 25 30 35 40 45 50 55
Vacation/Leisure 52%
Passing Through 23%
Day Trip 18%
Other 15%
Visiting Friends /Relatives 11%
Weekend 8%
0 10 20 30 40 50 60 70 80
Dining Out 74%
Visiting Cultural and/or Historic Sites 61%
Visiting National and State Parks 58%
Shopping 45%
Hiking/Trails 43%
Visiting Museums 43%
Top Flagstaff Activities
0 5 10 15 20 25 30 35 40 45 50 55
Vacation/Leisure 52%
Passing Through 23%
Day Trip 18%
Other 15%
Visiting Friends /Relatives 11%
Weekend 8%
Dining Out 74%
Trip Purpose
In 2012, Flagstaff
occupancy
increased 5.1%
to
65.5%
Source: Smith Travel Research

6 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
The Convention and Visitors Bureau is part of the Economic
Vitality Division of the City of Flagstaff and is charged with
administering tourism programs for Flagstaff, receiving an
allocation of 30% of the BBB taxes collected to do so. Programs
include development of public outreach and educational
programs, media relations, and marketing to tour operators,
travel agents, meeting planners, group coordinators and
individual leisure travelers. The CVB is also responsible for the
creation and maintenance of promotional partnership opportu-
nities both locally and regionally.
Administration
The CVB administration oversees daily operations and programming
and is responsible for setting and maintaining budgets, making
presentations to City Council, media and service groups, as well as
coordinating the Flagstaff Tourism Commission, maintaining a high
level of communication with the commission regarding program areas,
seeking their support of marketing efforts and addressing various
industry concerns. Administration staff create and enhance local
and regional cooperative programs and serve as the main contact
for statewide organizations including the Arizona Office of Tourism
and Arizona Lodging and Tourism Association, as well as Flagstaff
Cultural Partners, Flagstaff Chamber of Commerce and others.
Marketing and Creative Services
The marketing and creative services program supports the overall
City’s marketing mission by overseeing the development and execu-
tion of the CVB’s multimedia advertising campaigns, communication
materials and action plans that promote Flagstaff as a destination.
Staff manage the consumer database, oversee marketing and travel
trend research and develop multimedia marketing strategies. This
program is also responsible for promoting all of the events and
opportunities that Flagstaff has to offer by ensuring high visibility
of the city on a national and international level through a variety of
media outlets.
Design and production of the CVB’s Visitor Guide, Explore Flagstaff
series, Flagstaff Happenings, website, eNewsletters and all other
print and online collateral pieces are completed by in-house CVB
creative services staff. They also coordinate the photo library, fulfill
requests for logos, and contribute to the overall branding/campaign
design for the CVB.
PROGRAM AREAS
Heidi Hansen
CVB DIRECTOR
Carrie Nelson
ADMINISTRATIVE SPECIALIST
Heather Ainardi
MARKETING AND
PUBLIC RELATIONS MANAGER
Mike Russell
CREATIVE SERVICES SPECIALIST
Jennifer Schaber
CREATIVE SERVICES SPECIALIST

72 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
Sales
The CVB sales program coordinates all group sales efforts. Staff
assume all duties associated with the promotion of Flagstaff as a
premier destination by working with tour operators, travel agents,
student youth groups, wholesalers, meeting planners and event
organizers. The team markets Flagstaff’s unique offerings to the
targeted areas and builds and maintains relationships within the
community to gain commitment from hotels, restaurants, local
venues and attractions in support of the CVB’s goals. They also
organize and attend trade shows, sales calls, familiarization tours,
site visits and other events aimed at representatives that will bring
increased visitation.
Public Relations
The public relations program works directly with the media, pitching
story ideas, writing press releases, maintaining media relations and
responding to inquiries to garner positive editorial coverage of Flagstaff.
Staff oversee all media efforts both domestically and internationally
while conducting press trips for outlets and working closely with local
area attractions, community organizations and others to generate
online, print and broadcast content. PR staff produce the CVB’s
industry newsletter, InfoBytes, oversee the CVB’s extensive social
media presence and coordinate local tourism awareness campaigns.
Film
The Flagstaff Film Office is managed by the CVB and works to
generate a Flagstaff presence in film, video, commercials and still
photo shoots. Such projects benefit the economy by hiring local
crew, occupying hotel rooms, employing local service providers
and generating sales tax revenues through purchases.
Visitor Services
Located in the Historic Train Station, the Flagstaff Visitor Center
is charged with providing local, state and regional information to
visitors to enhance or extend their stay. Programs include visitor
services, train station operations, educational programs and
creation of local programs and partnerships. The Visitor Center
works in tandem with the CVB to provide quality customer service
to visitors by supplying current information and accurate answers to
inquiries. They distribute collateral pieces for area attractions and
other stakeholders that provide trackable means of visitorship and
Visitor Center referrals.
Gail Jackson
MEETING AND EVENTS SPECIALIST
Joyce Lingenfelter
TRAVEL TRADE SPECIALIST
Joanne Hudson
PUBLIC RELATIONS SPECIALIST
Kathy Hales
VISITOR CENTER MANAGER

8 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
FY 2013
CVB Goals
Increase visitation and length of stay by
positioning Flagstaff as the premier year-
round destination from which travelers can
experience all that northern Arizona has
to offer.
Outcome: Occupancy increase of 4.8%.
Maintain strong travel patterns on week-
ends and high season, and increase
occupancy mid-week, for slower shoulder
and off-seasons.
Outcome: Occupancy increase of 8.9%
during winter season (November-March).
CVB Objectives
Increase BBB revenues by 2% through a
targeted media advertising plan, enhanced
leisure and group sales, and increased public
relations efforts.
Outcome: Increased BBB revenues by 6.2%.
Provide value to stakeholders and visitors;
continue to be a reliable source of relevant
information.
Outcome: Continued distribution of InfoBytes
industry eNewsletter, sales mission reports
and monthly Tourism Commission reports.
Cultivate, enhance and maintain partnerships
with stakeholders, Arizona Office of Tourism,
statewide tourism bureaus, and Chambers
to expand knowledge and build recognition
of Flagstaff as a destination, as well as utilize
regional partnerships and collaborations.
Outcome: Participated in more than 75 FAM
tours, along with three joint trips with AOT.
GOALS AND OBJECTIVES
FY 2014
CVB Goals
Provide the community with resources
that meet or exceed expectations through
increased BBB revenues.
CVB Objectives
Increase visitation and extend the length of
stay by positioning Flagstaff as the premier
year-round destination while maintaining
strong travel patterns on weekends and
during high season, and increasing occu-
pancy mid-week and in slower shoulder
and off-seasons.
Cultivate partnerships with statewide stake-
holders such as the Arizona Office of Tourism,
CVBs, and Chambers of Commerce to build
and/or expand the knowledge of Flagstaff’s
offerings. Utilize memberships in organiza-
tions such as the Public Relations Society of
America and Western Association of CVB’s
to reach out to new audiences.

92 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
FY 2013
Goal
To enhance and increase visitor awareness
of Flagstaff as a quality destination by imple-
menting a comprehensive media plan.
Objectives
Develop an aggressive and targeted media
plan that reaches travelers in principal and
emerging markets by utilizing a mix of ad-
vertising mediums.
Outcome: Fulfilled extensive media plan
with increased placements during the winter
season and in the Las Vegas DMA.
Utilize research results and relevant materials
to develop and launch revised advertising
campaign with updated imagery, copy and
website enhancements.
Outcome: New campaign launched in June
2013. Initial results/feedback are very positive.
Conduct professional photo shoot to procure
new images for the reimaging process while
also creating a well-rounded photo library
to represent the destination.
Outcome: Multiple photo shoots were con-
ducted with new images already being used.
Increase site visits by 5% and improve
length of site interaction and potential book-
ing by enhancing the use of landing pages
within the CVB’s consumer website during
campaigns or seasons.
Outcome: Total site visits increased by 2.8%
however time spent on site decreased by
:16 seconds per user.
Increase the quantity and quality of contacts
in the consumer database. Communicate
with these contacts on a regular basis and
track their interactions with the CVB.
Outcome: Increased number of ad placements
with lead tracking, entering that information
into CRM. Placements include Sunset Maga-
zine (1,492 leads) and Backpacker Magazine
(390 leads). Increased eNews and visitor
guide requests on website, generating 315
requests in first two weeks of launch.
Marketing and Creative Services
FY 2013 HIGHLIGHTS
Conducted research, photo shoots, focus
groups and presentations to staff, Tourism
Commission, stakeholders, and City Council
on reimaging campaign which launched in
June 2013.
Produced the 2013 Flagstaff Visitor Guide,
revised with fold-out City map and expand-
ed travel information, providing increased
benefit to Flagstaff tourism businesses.
Placed and created more than 325 print
ads, web banners and email blasts in both
national and international markets.
Enhanced internal customer service by pro-
viding marketing support to other divisions
within the City.
Procured website development company to
create the CVB’s new consumer website.
FY 2014
Goal
To enhance and increase visitor awareness
of Flagstaff as a quality destination by imple-
menting a comprehensive media plan.
Objectives
Conduct additional photo shoots for images
to utilize in the newly launched advertising
campaign and consumer website, as well
as for inclusion in the Flagstaff CVB photo
library utilizing local photographers.
Strengthen reimaged branding by redesign-
ing the 2014 Flagstaff Visitor Guide, CVB
sales kits and all other marketing collateral
as well as oversee the website.
Translate and produce the Explore Flagstaff
guide to Japanese, Chinese and Italian to
join existing translations in Spanish, French
and German.
Continue strategic collaboration between
Visitor Services, PR, Sales and Marketing
programs to create a cohesive destination
message.

10 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
SALES
FY 2013
Goal
To maintain existing and grow new group
business for Flagstaff hotels and restaurants
from designated target markets.
Objectives
To increase number of ‘definite’ room nights
booked through CVB efforts by 2%.
Outcome: Meeting and Events secured
27,935 room nights and Tour and Travel
worked with 13 major tour operators and
secured 27,976 rooms.
Collaborate with statewide agencies and
stakeholders on sales missions and trade
shows.
Outcome: Traveled with stakeholders to
Washington D.C., LA, France and Belgium,
American Bus Association, Go West Summit,
UK and Japan.
Create an annual sales schedule outlining
all planned trade shows and sales missions
in which CVB and/or stakeholders can
participate.
Outcome: Travel schedule created and
currently being used by sales.
Host a minimum of 12 familiarization tours
and site visits for qualified buyers to experi-
ence first-hand what Flagstaff has to offer.
Outcome: Hosted 12 FAM tours.
Provide product training to a minimum of
four existing and/or potential clients in
target markets.
Outcome: (1) NASA Meeting Planning
Team, (2) W.L. Gore Travel Agents, and
(3) Provided product training in the tour and
travel segment to 132 people at 30 companies
in LA, Las Vegas, New York City, France,
Belgium and the UK.
Report to stakeholders on sales progress
and trends by tracking trade show perfor-
mance, sales missions, FAM/site tours and
lead conversions.
Outcome: Generated and distributed
twelve monthly reports, six trip reports on
trade shows and sales missions, and twelve
tourism commission reports.
Enhance communication and outreach to
stakeholders through regular site visits,
meetings and information sharing.
Outcome: Performed 10 site visits, held 31
meetings with stakeholders and hosted a
meeting on the tour and travel markets for
40 stakeholders.
FY 2013 HIGHLIGHTS
Meeting and Events
Secured the International Planetary De-
fense Conference for 2013 during shoulder
season; attended by 300 people with an
estimated $365,000 economic impact.
Secured three international conferences
for 2014 that will bring an average of 500
people for each conference over a three
week time period. These conferences are
anticipated to generate $1 million dollars in
lodging revenues.
Secured the 50th anniversary Ford Mustang
Pony Ride which will bring up to 500 Ford
Mustangs through Flagstaff during shoulder
season of 2014 with an estimated $40,000
economic impact.
The CVB hosted nine meeting planners from
around the country who attended the Des-
tination Arizona trade show. They visited
various meeting venues and attractions over
a two-day period. Attendees were from all
over the United States and only one person
in the group had ever visited Flagstaff before.

112 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
Flagstaff hosted the MPI Education Forum.
This event typically takes place during the
summer in an Arizona destination. Flagstaff
last hosted this event in August 2007. This
year 79 hospitality professionals registered
for this weekend of education and network-
ing. The CVB hosted the Saturday night dine
around that introduced those in attendance
to different venues such as the Museum
Club, Weatherford Hotel and Lowell Obser-
vatory.
Tour & Travel
Tour and Travel met with 157 International
tour operators and US based international
receptive operators.
Developed and led two Flagstaff and north-
ern Arizona sales missions to Germany,
France and Belgium, met with 70 trade
professionals in 40 offices in nine cities. Early
results include four new fly-drive itineraries,
and a 2013 group tour with 10 departures
that will each stay for two nights in Flagstaff.
U.S. based international receptive opera-
tors indicate that bookings into Flagstaff
have increased 9% during FY 2013.
Created new French language collateral ma-
terials for tour operators promoting “family
friendly” Flagstaff. Additionally, the Route
66 walking tour has been translated for use
by our French visitors.
Developed a new “Guide to Educational
and Recreational Experiences for Student
Groups”. This guide targets student tour
operators and teachers, and will be used
as a resource to solicit student tours by the
CVB, area hotels and attractions.
FY 2014
Goal
To maintain existing and grow new group
business for Flagstaff hotels and restaurants
from designated target markets.
Objectives
Meeting/Events/Sales to partner with a
minimum of two stakeholders on co-op ad-
vertising for trade magazines that target
Astronomy, Adventure Traveler, Biotech
and Sciences to acquire a minimum of two
more meetings leads.
Create a quarterly tracking form to improve
targeted marketing efforts for meetings and
tour travel.
Perform quarterly site visits by various staff
to keep up-to-date on area attractions and
hotels.
Develop baseline measurement of the number
of tour operator and trade professional direct,
in person, contacts made annually reaching
a minimum of 300 trade contacts during FY
2014 with a 1% increase in overall leads.
Utilize “Guide to Educational and Recre-
ational Experiences for Student Groups” to
assist in securing two new student group
tour bookings.
Create a product inventory of Australian
tour operators to determine the amount of
Flagstaff product currently available in that
market.

12 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
FY 2013
Goal
To increase awareness of Flagstaff’s tourism-
related offerings through a proactive media
relations plan.
Objectives
Increase PR value of earned media by 2%
through increased presence in key markets.
Outcome: The total PR value of all media
coverage in FY 2013 was $2,637,223.67.
The PR value of CVB assisted earned media
had a 249% increase from FY 2012.
Cultivate partnerships with statewide stake-
holders such as the Arizona Office of Tourism,
CVBs and Chambers of Commerce, to build
and/or expand the knowledge of Flagstaff’s
offerings utilizing memberships in organiza-
tions such as the Public Relations Society of
America to reach out to new media.
Outcome: Successfully cultivated partner-
ships with statewide stakeholders through
participation in the Travel Classics West
Conference which included the Arizona
Media Marketplace, media marketplace
events in Vancouver, BC and LA and by
partnering with the Phoenix and Mesa
CVBs on a media dinner in Toronto and
using regional partnership funds to co-host
an individual press trip with the Sedona
Chamber of Commerce and Cottonwood
Chamber of Commerce.
Increase fan/follower engagement on the
CVB social media sites, including Twitter
and Facebook, by 5% through contests,
interactive elements and providing timely,
up-to-date information.
Outcome: Facebook interaction increase
was 7.18% and 20.1% for Twitter.
Establish a blog for the CVB updated with
relevant and timely information.
Outcome: This continues to be an ongoing
project included in the FY 2014 objectives.
Public Relations
Collaborate with the Sales and Marketing
programs to create a cohesive destination
message.
Outcome: Submitted information on Flag-
staff’s new French translation of the Route 66
Walking Tour brochure which resulted in
increased requests for brochures and leads
of new companies in this market. Responded
to requests on Help A Reporter Out, which
were requesting information on meeting
destinations and connected the bureau’s
Meeting and Events Specialist with an inter-
view for a meetings industry publication.
Collaborated with the Marketing Creative
Services Team throughout the reimage
and launch of new marketing campaign and
website to ensure all social media accounts
reflected the new imagery.
Educate the local community on the eco-
nomic impacts of tourism, specifically related
to product development (air service, attrac-
tions, workforce, wages, etc.) and contri-
butions to local agencies and/or organiza-
tions through BBB funds.
Outcome: Participated in four local radio
interviews during National Travel and Tour-
ism Week, wrote two articles on tourism
for Flagstaff Business News and continues
a biweekly appearance on KVNA Sunny
100.1 FM.
FY 2013 HIGHLIGHTS
After the launch of the new marketing
campaign (specifically corresponding with
the outdoor advertising on Phoenix light rail
trains and buses) and website in June 2013
the increases for that month alone were
1,399 new likes on Facebook and 100 new
followers on Twitter.
Created VisitFlagstaff profiles on Instagram
and Pinterest and began posting and in-
creasing followers.

132 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
In December 2012 the CVB partnered
with The Travel Mom on a Flagstaff Winter
Getaway Sweepstakes which received 510
entries and launched the “I Found Flagstaff”
Facebook Sweepstakes on June 14, 2013.
The PR staff also created and managed the
Dew Downtown VIP Giveaway Sweep-
stakes in January 2013.
PR staff organized individual itineraries for 41
travel journalists during FY 2013. Of these,
23 were domestic with nine coming from
within Arizona. International media hosted
came from France, Canada, Germany,
United Kingdom, Sweden, Belgium, Austra-
lia and Mexico.
Increased public relations presence in Can-
ada by participating in the Arizona Office of
Tourism’s Vancouver Media Marketplace
and Canadian Traveler Magazine’s Discover
America Day.
FY 2014
Goal
To increase awareness of Flagstaff’s tourism-
related offerings through a proactive media
relations plan.
Objectives
Increase PR value of earned media by 2%
through increased presence in key markets.
Create a comprehensive social media plan
to increase fan/follower engagement on
Visit Flagstaff social media sites, including
Twitter, Facebook, Instagram and Pinterest,
by 3% through contests, interactive elements
and providing timely up-to-date information.
Establish a blog which is updated weekly
with relevant and timely information.
Increase PR value of earned media in meet-
ings and tour and travel industry publications
by 3%.
Film
FY 2013
Goal
Increase awareness as a filming location for
feature, commercial and still photo shoots.
Objectives
Cultivate partnerships with statewide film
offices to expand knowledge of northern
Arizona filming locations.
Outcome: Conducted northern Arizona Film
Town Hall in association with the Arizona
Film and Media Coalition. Attended and
provided guidance to northern Arizona film
collaborative and spoke at the NACOG
Tourism Forum. Continued meetings and
planning with statewide film office contacts.
Provide effective resources for film industry
inquiries.
Outcome: Continue to respond to inquiries.
FY 2014
Goal
Increase awareness as a filming location for
feature, commercial and still photo shoots.
Objectives
Cultivate partnerships with statewide film
offices to expand knowledge of northern
Arizona filming locations.

14 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
FY 2013
Goal
Encourage visitors to extend their stay in
Flagstaff through enhanced customer service
programs that inform, educate and motivate
visitors to return.
Objectives
Enhance relationships with front-line hotel
staff and local businesses to broaden aware-
ness of the Visitor Center as a premier location
for regional information and collateral material.
Outcome: VC staff continued to service the
downtown kiosks as well as referral cards.
Hosted Holiday Open House at VC.
Increase walk-in visitor figures by 2%
through Referral Program, Grand Canyon
Ticket Kiosk and other opportunities.
Outcome: Walk-ins were down 6%.
Continue to develop and provide on-site
opportunities such as educational forums,
informational displays and programs that en-
hance both the visitor and local community
member’s experience.
Outcome: Joined first Friday ArtWalk pro-
viding opportunity for 12 to 18 crafters to
show their work. Enlisted additional display
partnerships with NAU, Snowbowl, AZ
Game and Fish and others.
Coordinate with Amtrak, BNSF and other
City sections/programs to improve the visitor
experience at the train station through facility
upgrades and enhancements.
Outcome: Coordinated with Amtrak and
City facilities to enhance lighting along the
platform to meet OSHA standards while
still maintaining a historic quality and compli-
ance with dark skies ordinance. Facilitated
improvements of Amtrak information board.
Enhanced facility through paint and lighting
improvements at Amtrak and in hallway/
bathrooms.
Coordinate efforts with the CVB promoting
programs and developing messaging as to
the value of the Flagstaff Visitor Center as a
vital community resource.
Outcome: Participated in development of
improved messaging with CVB to promote
VC through additional advertising oppor-
tunities, i.e. 99 Things to Do and Arizona
Daily Sun.
FY 2013 HIGHLIGHTS
Assisted 87,272 visitors with a satisfaction
rating of 98%.
Maximized partnerships through the Referral
Program; received 134 referrals from front
line hotel staff.
Grand Canyon Ticket Kiosk generated
517 sales.
Participated in First Friday ArtWalk to
promote visitor services and local artists/
crafters.
Developed and provided on-site educa-
tional opportunities, such as forums,
informational displays and programs to
enhance both the visitor and local commu-
nity’s experience.
VISITOR SERVICES

152 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
FY 2014
Goal
To continue to be the one-stop travel infor-
mation destination for Flagstaff. Along with
this, to enhance existing customer service
programs to encourage visitors to stay lon-
ger and/or revisit Flagstaff.
Objectives
Increase visitor walk-ins by 2% through
enhanced programming.
Increase VC referral program feedback by
2%. Enhance the referral program by stronger
engagement of hotel front line staff.
Increase awareness of Grand Canyon
ticket kiosk.
Expand Visitor Center outreach to include
downtown businesses located south of the
train station.
Continue to create new tourism learning
opportunities by reaching out to the local
organizations.
Increase survey customer service ratings
through interior facility enhancements.
Work with the City of Flagstaff’s Beautifi-
cation program and maintenance staff to
improve exterior of property.
Complete signage of Amtrak.

16 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
fy 2014 BUDGET
General Administration $251,338
Marketing and Promotions $938,314
Film $750
Public Relations $96,890
Sales $211,688
Milligan House $19,300
Visitor Services $250,078
Train Station Operations $111,300

FY 2014 Proposed Budget $1,879,658
The CVB generated nearly $6 million in BBB revenues in FY 2013, a 6.2% increase over
the previous year. Looking at FY 2014, BBB tax collections are estimated to continue
increasing, therefore the CVB budget is proposed to be more than $1.8 million.
FY 2014 Proposed Budget
50%
Marketing
and
Promotions
13%
General
Administration
1%
Milligan House
11%
Sales
13%
Visitor
Services
Train Station
6%
Public Relations
5%
0%
Film

172 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
fy 2014 MEDIA PLAN
The CVB engages in a strong marketing mix to reach new and returning visitors.
While our marketing efforts continue to focus on our largest inbound market, the
Phoenix metro area, the FY 2014 plan will be expanded to reach residents of the
Las Vegas region, as well as Cactus League Spring Training travelers. In addition to
these, the CVB will take part in national and international opportunities as appropriate
and continue to place media in the southern California market.
The overall media schedule has also been increased to market the seasonality of
Flagstaff, promoting not only the summer season, but also focuses heavily on the fall
and winter seasons. Staff will take advantage of increasing multimedia opportunities and
continue to evaluate new technologies or traditional outlets that may be suitable to
promote Flagstaff as a premier travel destination.
FY 2014 Allocation by Medium
5% 7%
Online
Media
Print
Media
Television
Outdoor 1%
Other
46%
41%
FY 2014 Allocation by Market
38%
20%
12%
Phoenix/
Arizona
Southern
California
LasVegas
National
International
Spring Training
2%
Meeting
and Events 2%
Travel Trade
2%
Local/
Visitor Center/Other
6%
12%
6%

18 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
2013
July 10-12 Governor’s Conference
on Tourism
Tucson, AZ
August 22-24 Connect Marketplace
Milwaukee, WI
August 28-29 Arizona League of Cities
and Towns
Tucson, AZ
October 5-16 France & Germany
Sales Mission
France/Germany
October 21-23 Destination AZ
Chandler, AZ
October 28-31 Rejuvenate Marketplace
Daytona Beach, FL
October 23 AOT New York
Marketplace
New York, New York
October 22 AOT Toronto Marketplace
Toronto, Canada
October 18-25 PHX Design Week
Phoenix, AZ
November 3-8 Canadian Sales Mission
Montreal/Toronto, Canada
November 15-17 AAA/AZ Highways
Travel Show
Phoenix, AZ
December 3-6 Domestic Sales Mission
Spring Training
San Francisco, CA
December Navajo Nation
Sales Mission
Window Rock, AZ
PROGRAM OF WORK
Tour & Travel | Meetings & Events | Public Relations | Consumer/Miscellaneous
The proposed program of work is subject to change based on industry trends and needs,
partnership opportunities and stakeholder input.
2014
January 12-14 American Bus Association
Marketplace
Nashville, TN
January 12-15 Professional Conference
Management Association
Boston, MA
January 27-29 Germany Media Mission
Germany
February 16-19 National Tour Association
Los Angeles, CA
February 24-27 Go West Summit
Tacoma, WA
February Destination Showcase
Washington, DC
February Spring Training Mission
February 13 ATA Unity Dinner
Phoenix, AZ
March Native American
Sales Mission
Tuba City, AZ
April 5-9 Pow Wow
Chicago, IL
(Tour & Travel/PR)
May Australia Sales Mission
Melbourne/Sidney/
Brisbane, Australia
May 11 National Train Day
Los Angeles, CA
May 20 French Media Luncheon
Paris, France
June 8-11 PRSA Travel & Tourism
Conference
Tampa, FL

192 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
Japanese Sales KitCVB Business Cards
(Reimaged)
CREATIVE SAMPLES | PRINT COLLATERAL
APPENDIX
City of Flagstaff
Comprehensive Annual Financial Report
Fiscal Year Ended June 30, 2013
2013 The Flagstaff
Watershed
Protection
Project:
Conserving
Flagstaff’s
Most Critical
Resource
FLAGSTAFF,ARIZONA
FLAGSTAFF 365
FLAGSTAFF 365
F
L
AGSTA
F
F
365
Event details subject to change, prices not included, check listed websites for updates and pricing. For local travel
assistance, come to the Flagstaff Visitor Center, open daily in the historic downtown train station at One East Route 66.
Call 928-774-9541. Find more events online through flagstaff365.com, a collaborative
events calendar from Flagstaff Cultural Partners
and the Flagstaff Convention & Visitors Bureau.
flagstaffarizona.org
The Arboretum at
Flagstaff
928-774-1442 • thearb.org
Arizona Snowbowl
928-779-1951
arizonasnowbowl.com
Coconino Center for
the Arts • 928-779-2300
culturalpartners.org
Lowell Observatory
928-233-3211
lowell.edu
Museum of
Northern Arizona
928-774-5213 • musnaz.org
Northern Arizona
University
928-523-5511 • nau.edu
Pioneer Museum
928-774-6272
arizonahistoricalsociety.org
Riordan Mansion State
Historic Park•928-779-4395
azstateparks.com
Sunset Crater Volcano
National Monument
928-526-0502 • nps.gov/sucr
Walnut Canyon
National Monument
928-526-3367 • nps.gov/waca
Wupatki
National Monument
928-679-2365 • nps.gov/wupa
September 12-18, 2013
Thursday, September 12 Back 2 School Jam, The Orpheum Theater. Featuring Hed P.E.
with Special Guests:Better Left Unsaid, F.U.M.E. Bros, No Other Option, NOTHINGTOLOSE, Je2RiT.
7:30 p.m. All Ages Show! 928-556-1580 • orpheumpresents.com
Thursday, September 12 Aztec Stories with Michael Heralda, NAU Native American
Cultural Center. Be prepared to experience the wondrous world of the Mexica/Aztecs in an interactive
presentation that includes music and indigenous instruments, oral tradition stories, poetry, and enlightened
narratives - all from the indigenous perspective! 7:30-9 p.m.; free. 928-523-5661 • indigenouscenter.org
Friday-Sunday, July 13-15 Summer Scenic Lift Rides, Arizona Snowbowl. AForest
Ranger talk and live music. Fri.-Sun. 10 a.m.-4 p.m. 928-779-1951 • arizonasnowbowl.com
Saturday, September 14 Discovery Second Saturday: Painting the Outdoors, Museum of
Northern Arizona. Explore our newest exhibit featuring Tony Foster, Sacred Places. Watercolor paints. Docent-
led, hands-on activities. 2 p.m. For families, included w/admission. 2-3 p.m. 928-214-7214 • musnaz.org
Sunday, September 15 Ballroom Dancing. USA Dance, Canyon Dance Academy. Ballroom
dance lesson followed by open dancing. Come learn and practice social ballroom, swing, and latin
dances. No partner needed. 5 p.m.-12:30 a.m. 928-814-0157 • FlagstaffDance.com
Sunday, September 15 Hart Prairie Preserve Guided Nature Walks, The Nature Conservancy.
Learn about birds, wildflowers, forest ecology. Bring sturdy shoes, sun protection, rain gear or jacket, and
water. Every Sunday; free. (June 16-Sept. 29). 928-774-8892 • nature.org/hartprairie.gov
College of Arts and Letters, Northern Arizona University
wTues., Sept. 17 The College of Arts and Letters Film Series “The Maltese Falcon”. NAU
Cline Library. Starring Humphrey Bogart 1941 nau.edu/filmseries
wThrough Sept. Wall Draw IV, Beasley Art Gallery. Draw on the wall with ink and brushes from the
gallery.10 a.m.-5 p.m. T, Th, F; free. 928-523-4612 • nau.edu/CAL/Art/Galleries/Beasley-Gallery
Every Sunday Community Farmers Market, City Hall West Parking Lot. Featuring the
freshest regionally grown fruits, vegetables, herbs, free range local beef, honey, jams, salsas, baked
goods, tamales and more. 8 a.m.-noon (May 27–Oct.14). 928-774-7781 • flagstaffmarket.com
Through September Virga: The Hunt for Water, Flagstaff Cultural Partners. A series of
large scale installations created by local Flagstaff artist Shawn Skabelund.Tue.-Sat. 11 a.m.-5 p.m.;
free. (Sept. 17–Oct. 30). 928-779-2300 • culturalpartners.org
Through September Historic Downtown Flagstaff Walking Tours by the Pioneer Museum.
Meet at the Flagstaff Visitor Center. (Call for times). 928-774-6272 • arizonahistoricalsociety.org
Friday-Sunday, September 13-15 Pickin’ in the Pines Bluegrass & Acoustic Music
Festival, Pepsi Amphitheater. Flagstaff’s premier music festival, workshops, contests, kids activities,
vendors and more. Fri. 12-7 p.m., Sat. 9 a.m.-7 p.m., Sun.10 a.m.-6 p.m. 928-525-1695 • pickininthepines.org
Friday, September 13 Second Friday Science Night: The Physics of Energy and
Thermodynamics, Lowell Observatory. Astronomers will be on hand to answer questions.
Experiments at 6 p.m. and 8 p.m. and Science Talk at 7 p.m. 928-233-3212 • lowell.edu
Sunday, September 15 Wine in the Woods, The Arboretum at Flagstaff. A wine festival featuring
all things local, takes place in the gardens in late summer. Showcasing local vineyards from the Verde Valley.
Celebrate Arizona’s wine, food and music. 1-6 p.m. 928-774-1442, ext. 124 • thearb.org
Featured This Week
More Around Town
FEBRUARY 9+10FEBRUARY 9+10
2013Urban
Skiand
Snowboard
Festival
Historic Downtown
Flagstaff and
Heritage Square
dewdowntownflagstaff.com
The Dew Downtown Flagstaff is a high octane, two-day urban snowboarding and skiing festival
through the streets of historic downtown Flagstaff. Watch winter sports daredevils of all ages grind,
jump and shred over park benches, trash cans, guard rails and other urban obstacles.
FREE for spectators
$10-20 for snowboard or ski participants. Register at dewdowntownflagstaff.com
2013 Flagstaff
Visitor Guide
Guide to Educational & Recreational
Experiences for Student Groups
Sales Kits (30 Reimaged Inserts)
Meeting & Events, Public Relations,
Travel Services and Film
2013 Dew Downtown Flagstaff
Posters, Postcards and Advertising
Historic Downtown
Flagstaff Dining Map (Reimaged)
City of Flagstaff Comprehensive
Annual Financial Report Covers
(COF Finance Department)
Weekly Flagstaff Happenings
(Reimaged)
FLAGSTAFF CONVENTION
& VISITORS BUREAU
& VISITORS BUREAU
Heather Ainardi
Marketing &
Public relations Manager
928.213.2916
hainardi@flagstaffaz.gov
211W.aspen ave.
Flagstaff, aZ 86001
Heidi Hansen
cvb director
928.213.2921/800.217.2367
928.556.1305 FaX
hhansen@flagstaffaz.gov
211W.aspen ave.
Flagstaff, aZ 86001
visitFlagstaff
Flagstaffarizona
Flagstafftourism
visitFlagstaff
visitFlagstaff
Flagstaffarizona
Flagstafftourism
visitFlagstaff
visitFlagstaff
visitFlagstaff
& VISITORS BUREAU
& VISITORS BUREAU
Heather Ainardi
Marketing &
Public relations Manager
928.213.2916
211W.aspen ave.
Flagstaff, aZ 86001
Heidi Hansen
cvb director
928.213.2921/800.217.2367
928.556.1305 FaX
211W.aspen ave.
Flagstaff, aZ 86001
visitFlagstaff
Flagstaffarizona
Flagstafftourism
visitFlagstaff
visitFlagstaff
Flagstaffarizona
Flagstafftourism
visitFlagstaff
visitFlagstaff
visitFlagstaff

20 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
CREATIVE SAMPLES | PRINT ADVERTISING
Arizona Republic
Phoenix Magazine
Sunset Magazine Go West Tours
flagstaffarizona.org•800.789.8534
I F Y O U W E R E A Y O U ’ D
CARROT,
GROW UP
ORGANIC.
C O M E A S Y O U
ARE,
YOU GO.P L A N A S
Phoenix Magazine
Vegas Seven Magazine
Sunset Magazineflagstaffarizona.org | 800.754.6571
C O M E A S Y O U
ARE, YOU GO.P L A N A S
KID AGAIN,
WANT YOUR MOTHER ROAD.
Flagstaff is where Route 66 nostalgia meets contemporary dining and lodging
options with easy access to destinations like the Grand Canyon, Sedona
and Navajo Nation. Foreign-language information and Flagstaff Visitor Guide
available at flagstaffarizona.org.
O U T O F T H I S B U T
WORLD,WORLD,
NOT OUT
OFTHE WAY.
NOT OUT
OFTHE WAY.
WORLD,
NOT OUT
OF THE WAY.

212 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
WAGYOURTAILOFF.
DOG,
flagstaffarizona.org | 800.754.6571
WORLD,
NOT OUT OF THE WAY.
USA Today National Parks Special Edition
Arizona Republic
Vegas Seven Magazine
C O M E A S Y O U
ARE,
P L A N A S
YOU GO.
13June20_VegasSeven_Flagstaff.indd 1 6/11/2013 11:54:02 AM
Phoenix Magazine
Las Vegas Review-Journal
SNOWFLAKE,
HANG AROUND
LONGER.

22 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
CREATIVE SAMPLES | ONLINE ADVERTISING

232 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
AZCentral.com Frame Reskin (clickable background)
Online banners pages 22-23: AZCentral.com, AdReady,TripAdvisor.com and others

24
CREATIVE SAMPLES | OUTDOOR ADVERTISING
#VisitFlagstaff
WORLD,WORLD,
NOT OUT
OFTHE WAY.
NOT OUT
OFTHE WAY.
149B149B
#VisitFlagstaff
WORLD,WORLD,
NOT OUT
OFTHE WAY.
NOT OUT
OFTHE WAY.
149B
PHOENIX LIGHT RAIL CENTER WRAP A
PHOENIX LIGHT RAIL CENTER WRAP B
#VisitFlagstaff
DOG,DOG,
WAG YOUR
TAIL OFF.
WAG YOUR
TAIL OFF.
149B
149B149B
#VisitFlagstaff
DOG,DOG,
WAG YOUR
TAIL OFF.
WAG YOUR
TAIL OFF.
#VisitFlagstaff
E A S Y
COME,COME,
E A S Y -
GOING.GOING.
PHOENIX LIGHT RAIL CENTER WRAP C
149B
149B149B
#VisitFlagstaff
E A S Y
COME,COME,
E A S Y -
GOING.GOING.
#VisitFlagstaff
I F Y O U W E R E A N Y O U ’ D
EGG,EGG,
FEAR NO
SIDEWALK.
FEAR NO
SIDEWALK.
PHOENIX LIGHT RAIL CENTER WRAP D
149B
149B149B
#VisitFlagstaff
I F Y O U W E R E A N Y O U ’ D
EGG,EGG,
FEAR NO
SIDEWALK.
FEAR NO
SIDEWALK.
flagstaffarizona.org #VisitFlagstaff
O U T O F T H I S
B U T
WORLD,
NOT OUT OFTHE WAY.
verall Side Size: 110”x 234”
I F Y O U W E R E A
Y O U ’ D
DOG,
WAG YOUR
TAIL OFF.
#VisitFlagstaff
E A S Y
COME,
GOING.E A S Y -
#VisitFlagstaff
I F Y O U W E R E A N
Y O U ’ D
EGG,
FEAR NO
SIDEWALK.
#VisitFlagstaff
Phoenix Light Rail Wraps
(Installation and launch June 5, 2013)
Phoenix Metro King Kong Wraps
(Installation and launch June 12, 2013)

252 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
CREATIVE SAMPLES | LOCAL/VISITOR CENTER MARKETING
Not to be missed
LOCAL ARTISTS & CRAFTERS
Courtesy John DeGraff
© 2013 Danae
© 2013 Kiril Kirkov
First Friday Art Walk
to northside
connecting southside
FIRS
T
F R I D A Y A R T
W
ALK
FIRS
T
F R I D A Y A R T
W
ALK
FIRS
T
F R I D A Y A R T
W
ALK
FIRS
T
F R I D A Y A R T
W
ALK
one east route 66, Flagstaff, AZ
BRANDY’S HOMEMADE
PANCAKES
6:30 - 8:30 p.m.
ROUTE 66 WALKING TOUR
-Jack Welch
5:30 p.m.
ROUTE 66 THEMED ART
FRIDAY SEPTEMBER 6th
, 6-9p.m.
Flagstaff Visitor Center
ArtWalk Flyers (Monthly)
Visitor Center Reference Poster
AZ Daily Sun (Visitor Center/ArtWalk) AZ Daily Sun “Sticky” AdAZ Daily Sun (National Train Day)
AZ Daily Sun (National Travel & Tourism Week)
Bookmark Series (12 different designs)
Distributed during Visitor Center events, this
giveaway works to educate residents about the
value of the tourism industry in Flagstaff
The Flagstaff Visitor Center is your
resource for all things Flagstaff. Stop
by for local or travel information.
Receive a free gift with this ad.
1 E. Route 66 in the historic train station.
FREE
GIFT
While supplies
last. Expires
August 31,2013
flagstaffarizona.orgflagstaffarizona.org
Asasignificanteconomicdriverfortheregion,theFlagstaffhospitality
industry generates more than 5,400 jobsand delivers nearly
$390 millionin direct spending annually.Tax revenues collected
through the 2% bed, board and booze (BBB) tax directly enhances
the quality of life for our community.
SCHEDULE OF EVENTS Monday-Thursday 1:30-3pm
 MONDAY, MAY 6 Celebrating Entertainment with Kieran Smiley
 TUESDAY, MAY 7 Celebrating Local Hotels featuring booths by
Fairfield Inn, Highland Country Inn, Budget Inn, Ramada Flag-
staff East, Roadway Inn & Suites and Weatherford Hotel
 WEDNESDAY, MAY 8 Celebrating Local Restaurants &
Attractions featuring booths by Lowell Observatory, Mother
Road Brewing Company and The Cottage Place
 THURSDAY, MAY 9 Celebrating Local Arts & Culture featuring
booths by Pickin’In the Pines, whimsical kaleidoscopes by John
Rogers and Theatrikos Theatre Company
 SATURDAY, MAY 11 Celebrating NATIONAL TRAIN DAY
10am-2pm / Featuring booths by Flagstaff Model Railroad
Club, Operation Lifesaver, BNSF and more
10am / Tour of the 1926 revival Tudor-style train station
11am / Walking tour with noted historian and author, Steve Hirst
12:15pm / Historical reenactment of the 1889 train robbery
presented by Jerry SnowandthePioneerMuseum
 Daily Prize Drawings for Attendees to Enter and Win!
Flagstaff
VisitorCenter
1E.Route66inthe
historictrainstation
800-842-7293
Join Us at theVisitor Center as
FlagstaffCelebrates
NationalTravel&TourismWeek
Join Us as
Flagstaff Celebrates
NationalTrain Day
Saturday, May 11
SCHEDULE OF EVENTS
10am-2pm Featuring booths
by Flagstaff Model Railroad
Club, Operation Lifesaver,
BNSF and more
10am Tour of the 1926 revival
Tudor-style train station
11am Historical walking tour
with noted historian and
author, Steve Hirst
12:15pm Historical reenact-
ment of the 1889 train robbery
presented by Jerry Snow and
the Pioneer Museum
1 E. Route 66 in the historic
train station / 928-774-9541
flagstaffarizona.org One E. Route 66•Flagstaff, AZ 86001
flagstaffarizona.org•800.842.7293•928.774.9541
J O I N T H E F L A G S T A F F
VISITOR CENTER
ARTWALK.
F O R F I R S T F R I D A Y
FRIDAY, SEPTEMBER 6 | 6-9PM
LOCAL ARTISTS AND CRAFTERS
ROUTE 66 WALKING TOUR 5:30 PM
BRANDY’S PANCAKES 6:30-8:30 PM
GOOD MORNING•buenos dias•bonjour•buon giorno•早晨
早安•guten morgen•おはようございます•Доброе утро!
god morgon•bună dimineaţa•namaste•goeiemôre
Downtown Coffee Houses
Open early and within walking distance from train station
1 Downtown Diner ...........Monday-Saturday 6am-9pm
Sunday 7am-6pm
2 Biff’s Bagels...................Monday-Saturday 7am-3pm
Sunday 8am-2pm
3 Macy’s Coffee House .....Daily 6am-8pm
4 La Bellavia ....................Daily 6:30am-2pm
5 Country Host Restaurant Daily 5am-10pm
Located in east Flagstaff at 2285 E. Butler Ave.
Taxi Services
A Friendly Cab .................928-774-4444
Apex Taxi ........................928-779-0000
Hurry Cab ......................928-525-3333
Sun Taxi .........................928-779-1111
For information about Flagstaff including other
restaurants and lodging opportunities, visit
>
>
>
>
Verde
Str
eet
Agassiz
Str
eet
SAN
FRA
NCISCOST.
LER
OUXST.
BEA
VERST.
Aspen Avenue
Bir
ch
Avenue
Cherry Avenue
Dale Avenue
Elm
Avenue
PHOENIX
AVE.
Bento
n Avenue
Butler Avenue
BeaverStree
t
SanFra
ncisc
oStr
eet
Lerou
xStr
eet
Mike’s Pi
ke
Milton
Road
Eld
en
Str
eet
To Milto
n Road
Dupont Avenue
(just north
of Elm Ave.on
Humphreys St.)
(just south
of Butler Ave.on
San Francisco St.)
(Just north
of Route 66,east
of Elden St.)
SAVE THIS TYPE
7
9
20
1
45
45
2
3
4
63
64
65
66
68
8
(just south
of Sullivan Ave.on
Humphreys St.)
18
19
50
49
67
69
(just south of
Drury Inn & Suites
on Dupont Ave.)
17
69
5
City Hall
Wheeler Park
Coconino
County
Courthouse
Historic Church
of the Nativity
Motorcoach
Dropoff
Visitor Center
& Am
trak
Stat
ion
High Country
Conference Center
Flagstaff
Convention &
Visitors Bureau
Public Library
Amtrak
Depot
FRONT BBACK A
Tourism=
Quality
of Life for
Flagstaff
The Flagstaff hospitality industry is
a significant economic driver for the
region, generating more than
5,400 jobsanddelivering
nearly $390 million
in direct spending annually.
Tax revenues collected, specifically
the bed, board and booze (BBB) tax
of 2% directly enhance the quality
of life for our community.
What you can do:
Invite your family and friends
to visit Flagstaff.
Encourage visitors to extend
their stay.
Hold your meetings and events
in Flagstaff and encourage your
colleagues to do the same.
Support area businesses by
spending local.
Stop by the FlagstaffVisitor
Centerinthehistoricdowntown
train station at 1 East Route 66
for travel information.
VisitFlagstaff
FlagstaffArizona
FlagstaffTourism
Tourism=
Quality
of Life for
Flagstaff
nearly $390 million
What you can do:
to visit Flagstaff.
their stay.
spending local.
VisitFlagstaff
FlagstaffArizona
FlagstaffTourism
Tourism=
Quality
of Life for
Flagstaff
nearly $390 million
What you can do:
to visit Flagstaff.
their stay.
spending local.
VisitFlagstaff
FlagstaffArizona
FlagstaffTourism
For people interested in everything
fromNativeculturestotheexploration
of space, Flagstaff has something
to offer.The wide array of activities
by day–plus the great dining and
nightlife–make Flagstaff the ideal
place for residents and visitors to
explore all of northern Arizona.
Did you know?
Flagstaff is located in the
world’s largest contiguous
Ponderosa pine forest.
Pluto was discovered at Lowell
Observatory in Flagstaff.
Sunset CraterVolcano is just
one of more than 600 volcanoes
located in northern Arizona.
There are 14.2 miles of
Historic Route 66 running
through the city.
Flagstaff UrbanTrails System
(FUTS) has more than 55 miles
of hiking and jogging trails.
The tourism industry in
Flagstaff generates more than
5,400 jobs delivering nearly
$390 million in direct spending.
E A S Y
COME,
E A S Y -
GOING.
VisitFlagstaff
FlagstaffArizona
FlagstaffTourism
Did you know?
through the city.
The Museum of Northern
Arizona houses more than 5
million southwestern artifacts.
E A S Y
COME,
E A S Y -
GOING.
VisitFlagstaff
FlagstaffArizona
FlagstaffTourism
Did you know?
through the city.
The Museum of Northern
Arizona houses more than 5
million southwestern artifacts.
J U S T O N E A N D
LOOK,
Y O U ’ L L B E
HOOKED.
VisitFlagstaff
FlagstaffArizona
FlagstaffTourism

26 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
CREATIVE SAMPLES | WEBSITE AND MOBILE
Reimaged website flagstaffarizona.org
Home Page (Summer)
Reimaged InfoBytes and
Flagstaff Happenings
Opt-in eNewsletters
Mobile Website
Interior Pages (Seasonal designs)

28 2 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
Outside Magazine June 2013
Destinations 06.13 - Weekend Escapes
Circulation: 675,000
Value: $908.03
Flagstaff was highlighted in the Southwest section of this Outside
Magazine article that recommended 24 summer weekend destinations
around the United States.
Arizona Highways April 2013
Best Restaurants 2013
Value: $1,500.00
The magazine’s annual best restaurants issue featured Flagstaff’s
Pizzicletta this year. Photos of the restaurant appeared on the
magazine cover and as a two page spread introducing the article.
Phoenix Magazine February 2013
52 Weekend Adventures
Circulation: 71,058
Value: $913.28
In Phoenix Magazine’s article listing 52 weekend adventures, five
Flagstaff area attractions were mentioned: Flagstaff Extreme Adventure
Course, Summer Nights on the Square, Mormon Lake Lodge, Hart
Prairie Road fall colors and North Pole Experience.
Sunset Magazine July 2012
Pint Size Travel
Value: $519.73
The Flagstaff Ale Trail is the subject of a half page write-up in the July
2012 Southwest Edition of Sunset Magazine.
PRINT MEDIA COVERAGE

292 0 1 3 - 2 0 1 4 M A R K E T I N G P L A N
flagstaff convention
AND visitors bureau
Historic Milligan House
Flagstaff Convention
and Visitors Bureau
323 W. Aspen Ave.
Flagstaff, AZ 86001
928.213.2910
800.217.2367
928.556.1305 fax
cvb@flagstaffaz.gov
Historic Train Station
One E. Route 66
Flagstaff, AZ 86001
928.774.9541
800.842.7293
928.556.1308 fax
visitorcenter@flagstaffaz.gov
Flagstaff City Hall
(CVB Mailing Address)
City of Flagstaff - CVB
211 W. Aspen Ave.
Flagstaff, AZ 86001
928.774.5281
flagstaff.az.gov
SOCIAL MEDIA
VisitFlagstaff
FlagstaffArizona
FlagstaffTourism
VisitFlagstaff
VisitFlagstaff
VisitFlagstaff
VisitFlagstaff
and Visitors Bureau
and Visitors Bureau
ADMINISTRATION
CVB DIRECTOR
Heidi Hansen
928.213.2921
ADMINISTRATIVE
SPECIALIST
Carrie Nelson
928.213.2919
cnelson@flagstaffaz.gov
MARKETING AND
PUBLIC RELATIONS
MARKETING AND
PUBLIC RELATIONS
MANAGER/FILM
COMMISSIONER
Heather Ainardi
928.213.2916
PUBLIC RELATIONS
SPECIALIST
Joanne Hudson
928.213.2922
jhudson@flagstaffaz.gov
Creative Services
Specialist
Consumer Web
& Multimedia
Michael Russell
928.213.2918
mrussell@flagstaffaz.gov
Creative Services
Specialist
ADVERTISING
CREATIVE & PRINT
Jennifer Schaber
928.213.2917
jschaber@flagstaffaz.gov
SALES
Meeting & Events
Specialist
Gail Jackson
928.213.2920
gjackson@flagstaffaz.gov
Travel Trade
Specialist
Joyce Lingenfelter
928.213.2915
jlingenfelter@flagstaffaz.gov
VISITOR SERVICES
Visitor Center
Manager
Kathy Hales
928.774.9541
khales@flagstaffaz.gov
Visitor CenteR STAFF
Jill Hough
jhough@flagstaffaz.gov
Jay Hughes
jhughes@flagstaffaz.gov
Jessica Lawrence
jlawrence@flagstaffaz.gov
Carolyn Pinnick
cpinnick@flagstaffaz.gov
Craig Rose
crose@flagstaffaz.gov
DIRECTORY

FLAGSTAFF CONVENTION AND VISITORS BUREAU
211 W. Aspen Ave. | Flagstaff, AZ 86001 928.213.2910 | flagstaffarizona.org

2014 Annual Report and Marketing Plan

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2014 Annual Report and Marketing Plan