[0:03] To order.

[0:06] Right, so do we have a quorum still?

[0:10] We do OK.

[0:11] Craig, can you hear me?

[0:14] All right. Thank you for being here.

[0:23] All right, first item on the agenda is the.

[0:27] All to the public.

[0:28] We have any no one.

[0:33] I mean not.

[0:36] All right. Next item on the agenda consideration action to approve the minutes.

[0:42] By eighth, has everyone had an opportunity to?

[0:45] Those uh.

[0:46] Yes.

[0:48] So moved.

[0:49] 2nd.

[0:50] All in favor.

[0:52] Hi.

[0:55] Thank you everyone.

[0:58] All right. Next item is presentation review of the tourism marketing campaigns.

[1:05] I will turn this over.

[1:07] Oh, thank you.

[1:09] Thank you, Mr. Chair. John.

[1:11] Community Services director, I think everybody can hear me OK with the mic.

[1:15] Yes, excellent.

[1:17] So I wanted to set the table a little bit here.

[1:21] First of all.

[1:22] You have the A-Team up there.

[1:24] But you have the B team here in me.

[1:27] Nick from Wasatch was supposed to.

[1:30] Be with us and something came up for him so.

[1:32] I will be presenting the campaign and I'll do my darndest to answer.

[1:36] Questions if you don't get too technical on some of these things, but.

[1:40] I will walk through and what we're going to do today.

[1:42] Is review the results of the 2526 campaign?

[1:46] The first year.

[1:47] And we're going to look ahead a little bit to the FY20 627, the second year.

[1:52] Which is going to be starting very soon.

[1:54] So we will start out with results.

[1:57] From umm.

[1:58] 2526 campaign and look at that.

[2:01] So some key indicators and just.

[2:05] For your reference point, we have.

[2:07] Shared this with Glenn.

[2:08] Council and in the community as well, so.

[2:12] I'm just reviewing some of these statistics with you, so as a result of the campaign.

[2:17] That we did last year, and keep in mind there were.

[2:20] There were two campaigns.

[2:22] Right. There was one that utilizes the Prop 302 funds where we are promoting.

[2:27] To outside.

[2:29] Of the area.

[2:31] And then council was so impressed with what was planned for that campaign.

[2:36] I think with a little bit of urging from this committee.

[2:38] Decided that let's spend some of our own dollars and do what we call the supplemental campaign.

[2:43] These are the combined results.

[2:46] Of those two campaigns.

[2:48] Inside of Maricopa County for the supplemental.

[2:50] And then outside of the area.

[2:53] For the.

[2:54] For the Prop 302 so.

[2:56] Great numbers here to review with you.

[2:59] Total impressions.

[3:01] The times that Wickenburg was actually seen by somebody.

[3:04] On a phone or on a screen?

[3:06] 5.12 million.

[3:09] Impressions. Umm.

[3:11] Those impressions resulted.

[3:13] In 70,143 website visits.

[3:18] So people said, hmm, that looks interesting. I'll take a look here. We'll start clicking and seeing what we can learn more about.

[3:24] Of those total of those 70,000.

[3:28] 38,256 actually clicked on.

[3:31] The ad that we had.

[3:33] Available for them to look at.

[3:36] So with the technology that we have today.

[3:39] And Peter and I were talking about this before the meeting.

[3:42] It's remarkable in this day and age for those of us who have been in marketing.

[3:46] And just alive for the last, you know.

[3:48] Many years.

[3:49] Now we can tell you of those people of those.

[3:52] 5.1 million people. How many actually came in and stepped foot in Wickenburg?

[3:56] You can thank your phone for that.

[3:58] That's what's.

[3:59] That's what's helping.

[4:00] Bring it. Uh, uh.

[4:01] Bring the information to us.

[4:02] The 2438 plus is what we call attributed.

[4:06] Visits.

[4:07] From this campaign that's.

[4:09] That's a real number. That's a good solid number for this town.

[4:12] I call it moving the needle.

[4:14] So a couple of other looks if you can actually see the trend line of the campaign.

[4:20] For the monthly website visits.

[4:23] You can see.

[4:25] Kind of the peak.

[4:28] I think that's by month, but I think that's like January, February timeframe.

[4:33] When things really hit with the campaign, you can see.

[4:36] The website visits attributed to the campaign.

[4:38] So how we compare to industry averages, so?

[4:40] These numbers are great, but what do they mean?

[4:43] Google searches as a result of this campaign. Ours was 21.26%.

[4:48] Industry standards 7%.

[4:50] So that's a very good metric.

[4:52] We really outperformed.

[4:54] Meta cost per click so.

[4:56] Per click.

[4:57] Each time someone's actually looking at Wickenburg, how much did that cost us?

[5:01] Ours was about $0.22.

[5:03] Industry standards about $0.63, so we got a very good deal.

[5:07] On that campaign.

[5:08] Google search.

[5:10] From as a result of the campaign was cost per search was 0.51.

[5:15] Half a cent.

[5:16] Industry average.

[5:17] Or actually $0.51.

[5:19] Industry average was a dollar and 34.

[5:21] So again, very high performing campaign.

[5:24] And then Ctr. is click through.

[5:27] Rate for Arizona.

[5:29] On Meta which is Facebook.

[5:31] Ours was 4.94%.

[5:33] Industry is.

[5:34] .9%.

[5:35] So really.

[5:37] Really great statistics for this campaign. Before you go to that Mister Fine, I think it's important to point out.

[5:41] That really.

[5:44] Wasatch contract didn't really begin until September, October time frame, right?

[5:48] And.

[5:50] The monies, the extra monies to use in.

[5:53] Down with 5 million people.

[5:55] That really didn't kick off until January, right? Yeah.

[5:58] That's where you see those peaks. You know, the way this built from October, November, December, as contrasted with where it went

[6:02] in January. Yeah.

[6:06] You know, we've got a head start this year and I think that's, you know, important to point out to everybody.

[6:12] Yeah. With the dollars in place, we're going to be able to start this campaign earlier. That's a really good point. Thank you.

[6:17] Another question.

[6:18] When you talk about 70,000 website visits.

[6:22] Are are those?

[6:24] What kind of websites are they? Are those the town website or anything related to Wickenburg that may come up?

[6:29] Yeah. So that's a good question. I'm going to say that that is all websites.

[6:35] Like any type of a search engine or anything like that.

[6:38] It's not just.

[6:39] The Wickenburg Way website.

[6:41] This is all website searches.

[6:44] And important on that is the Out Wickenburg Way website and.

[6:48] We were advertising go to it for the event information, but that didn't start until May.

[6:52] This may Yep.

[6:54] So you know this was generated.

[6:57] A lot out of yeah. And and Steve, I know you were intimately part of that, so I appreciate your background.

[7:02] The 38,000 that you see there.

[7:04] Those are ad clicks, so.

[7:06] That they clicked on the ad.

[7:08] When they did that.

[7:09] The ad would take them to the Wickenburg Way website, so that's the number that took us to the website if that makes sense.

[7:16] Great comments and questions.

[7:18] So this is just a budget comparison slide for the FY20 6 versus FY20 7?

[7:25] Not a lot of difference in the total amount.

[7:27] That we're spending the same amount was approved for each of the campaigns.

[7:32] But I think.

[7:33] This you know you can get in some real details here, but.

[7:35] Really what we're looking at is the different channels or different ways that we're going to where we're going to spend the money.

[7:40] Instead of the total amount that we're going to spend the money.

[7:43] So the on the left side is what was approved for FY25 26.

[7:48] On the right side, kind of under the orange umbrella.

[7:51] Is what we're doing for FY20, 6 and 27 and what's notable there?

[7:56] Is we're spending dollars in additional places, we're spreading the dollars out a little bit.

[8:00] So if you look under the in the blue column, second run from the right.

[8:04] You know we are spending the dollars in connected TV. This time we did not.

[8:09] Do that in the first part of the campaign last year.

[8:13] Geofence display where?

[8:15] You step into a certain area and something comes up on your phone.

[8:18] And then they are also reserving about $1400 for Flex. It's always good when you're a media planner.

[8:24] They have a few dollars if something's really working toward in the middle of the campaign.

[8:28] You got a few dollars to kind of add it there, so.

[8:30] More flexibility.

[8:31] We're going to be seen in more places for this campaign.

[8:34] Than we were last year.

[8:38] But again, the totals are the same under the blue column.

[8:40] That is the Prop 302.

[8:42] And under the orange column that is our supplemental fund.

[8:45] Any questions there?

[8:47] Guys loving all the numbers.

[8:49] Yeah, umm.

[8:51] You made this point.

[8:53] One of the meetings I recently that.

[8:56] You can usually use the.

[8:57] Ads that have been produced.

[8:59] For two years. Yes, Sir.

[9:01] So we're kind of.

[9:02] Lucky in that respect, that all the monies.

[9:05] This year.

[9:06] Can be focused on.

[9:08] Targeting people rather than production of absolutely. That's why you're seeing how we're able to spread that money into more

[9:13] places. Great points, Steve. You know, that is the beauty of continuing with the same.

[9:18] Campaign creative, You always want to tweak it and refine it a little bit.

[9:21] But the heavy lift in spending was on creative last year. Now we've got those dollars available.

[9:27] Actually do advertising with it. So great point. Thank you.

[9:30] So for the 2526 campaign.

[9:33] Again, uh uh.

[9:34] This is uh.

[9:35] What we already knew same amounts can be spent this year on the Prop 3 or 2 of $35,000.

[9:41] That's from the the state tourism fund.

[9:44] So we're working with Arizona Office of Tourism on that again this year.

[9:48] So you know, this campaign is going to be, again, broad awareness.

[9:52] In what we call Dr. market campaign.

[9:54] Targeting Arizona and key out-of-state.

[9:56] Flying Drive markets California, Utah, Nevada, Colorado, New Mexico.

[10:01] I think that.

[10:02] I'm pretty sure that Nick would tell you that we've added a few states that list.

[10:07] I'm not sure. We were in Colorado last year.

[10:09] In New Mexico, but again, depending on how they.

[10:12] Formed let's we're going to add those in and try to grab some of that so we're expanding our.

[10:17] Our market message a little bit here.

[10:20] So the supplemental campaign, which is by nature designed to.

[10:24] Hit the Phoenix Metro.

[10:26] We are using the towns funds, not the Prop 302 funds to do this. Also targeted campaign.

[10:32] Concentrating in Phoenix Metro Drive market.

[10:34] Surprise, Peoria, Mesa, Scottsdale, Glendale, Goodyear, Buckeye.

[10:38] This fills the gap that's created by Prop 302 because we weren't able to use the Prop 302 funds in this market.

[10:44] So this also is going to include some discussion. We'll talk about it later.

[10:48] About the Vulture Mountain Recreation Area as well.

[10:52] If we go to the bottom of those two slides, you'll see the channels that we're going to do for the.

[10:56] Prop 302 campaign Google search.

[10:58] Meta, which is Facebook.

[11:00] What we call programmatic to play display.

[11:03] Cable TV and geofence.

[11:06] And then for the supplemental campaign?

[11:09] Facebook in the Phoenix.

[11:10] Area, you can really target those in the location where they go. So that's going to be very targeted.

[11:15] In Google search and display retargeting.

[11:17] And some cable TV as well. Yes Sir.

[11:19] Question when you and Nick?

[11:22] Chatted because we're the number one roping capital of the United States.

[11:26] Has any discussion occurred about?

[11:28] Cowboy Channel or any of the TV networks that the rodeos or.

[11:33] Or displayed on all the time. Yeah, that's a good, that's a good conversation. So when you, when you talk about CTV, that's a

[11:37] broad network and it gets dispersed when you buy a package.

[11:41] With the cable provider.

[11:43] They give you a package of different channels to look at.

[11:47] I don't think we specifically targeted Cowboy Channel, but it may show up. Good point though.

[11:51] Something worth?

[11:51] Or if we're not already doing.

[11:53] You bet.

[11:56] So strategy and statistics.

[11:59] Between for 26 to 27, again, we kind of saw this on the the very first slide of kind of where we're going to be.

[12:06] But this kind of breaks it down about where we're spending our money.

[12:10] Very productive.

[12:11] It's still the go to for people.

[12:13] So in Arizona.

[12:15] Branded things to do.

[12:16] Keywords. Uh.

[12:18] That we're going to be using in state spend is capped at 20%.

[12:22] Because of Prop 302.

[12:24] So we will use the remaining 80% out of state, Las Vegas, LA, Denver, Salt Lake. So we will be using some of the Prop 302 funds.

[12:31] In state.

[12:33] 20%.

[12:34] Which is what we're legally allowed to do.

[12:36] But then the 80% will go outside into.

[12:39] Vegas, Denver, LA.

[12:40] Salt Lake City.

[12:42] So and then Facebook and Instagram, that's going to be 28% of our budget.

[12:47] Dynamic creative campaign 80% targeted out-of-state, 20% in state.

[12:52] Open County. So we are using those Prop 302 funds to the extent that we.

[12:56] I luckily, which I think is.

[12:58] Programmatic display retargeting.

[13:01] That's going to be 18%.

[13:03] Connected TV or cable TV 14%.

[13:06] Geofence display.

[13:08] 6% and then the piece keeping that reserve.

[13:11] For flexibility.

[13:12] And then moving over to the supplemental campaign.

[13:15] We've got similar, but you you can see how the strategy is a little bit different for the Phoenix metro.

[13:22] So Facebook is 33% here.

[13:25] Connected TV is 32%.

[13:27] You know, connected TV gives us the video.

[13:30] So that's where we can really show ourselves.

[13:32] Photos are great, but video really tells a story so.

[13:35] Really boosting that up, having 30% of that expenditure.

[13:39] Is going to be, I think, very helpful.

[13:41] Programmatic display in retargeting.

[13:43] The 17% Google search.

[13:46] Is dropping to 12% for the Arizona in state market.

[13:49] Most people in Phoenix Metro know about Wickenburg. They may be doing less searching.

[13:52] We may need to remind them that we're here, so that's why the.

[13:56] Oh yeah, look at that beautiful image of Wickenburg. I got to get out there so.

[14:00] It's just a different strategy and how they look at it.

[14:02] Yes, Sir.

[14:03] Not to nitpick.

[14:04] But just for clarification, Sir.

[14:07] This Prop 302 issue with the 20%.

[14:10] Here's how I understand it. I understand the 20%.

[14:13] Asked to be used in Maricopa County.

[14:17] The balance of those funds can be used.

[14:20] Outside of Maricopa County, they're in state, out of Maricopa, OR?

[14:24] Gotcha in other states so.

[14:26] That therein was the argument originally of.

[14:30] Right. You know you're going to do so much with 5 million people with.

[14:33] $7000 exactly and and so and you know, it's supplemental.

[14:38] Yeah, so.

[14:39] Just for thank you. I appreciate that. Yes, I'm still getting.

[14:43] Caught up with everything but.

[14:44] I think yeah, having the supplemental makes a big difference.

[14:47] And really gives us a broad reach.

[14:50] So I want to talk a little bit about Nick and I have talked a lot about this. I know he's had input.

[14:55] From some of you but.

[14:57] You know, we all are kind of expecting this opportunity.

[15:01] With the new recreation area.

[15:03] You know, with the UTV trail system up there and I guess what I'm understanding is a luxury RV.

[15:09] Facility umm.

[15:10] Top rate is really going to be a.

[15:13] Umm, you know, an attraction.

[15:14] So, you know, the question Nick and I have had is how can we, how can the town engage with that? How can the town benefit from

[15:18] that because it's outside of town?

[15:22] Right. But how do we do that? How do we make sure the people there?

[15:27] That we're here as an option.

[15:29] You know, for a day visit. And what does that look like? So.

[15:33] Nick really did a lot of work on this.

[15:35] So if we look at the opportunity is yeah, UTV, OHP recreation is one of the fastest growing outdoor categories in the Southwest.

[15:42] RV travels at an all time high 11.2 million.

[15:45] Households own RV's nationally.

[15:47] Phoenix Metro is one of the highest concentrations of UTV and RV owners in the US. Not surprising.

[15:53] Dedicated trail system NRV part creates.

[15:56] Multi night stays, not just day trips.

[15:58] And then first mover advantage.

[16:00] So we want to get ahead of this, right? We want to be the first in the door saying hi, we're here.

[16:06] We want to participate and get the information out there.

[16:08] So I think we are, we have that opportunity and that's what he's talking about the first mover.

[16:13] Advantage. Umm.

[16:15] To kind of get Wickenburg.

[16:17] So yes, Sir.

[16:19] You know, I drive by that area all the time and.

[16:22] Progress.

[16:23] Yeah, umm.

[16:23] I'm blown away by.

[16:26] What it is today?

[16:28] But you know, thinking about how do we?

[16:31] Capitalize on this.

[16:33] I keep thinking, I was just thinking that.

[16:36] You know, how do we draw people?

[16:38] Through town. Do it.

[16:40] As opposed to coming up Vulture Mine Rd. Fair enough and completely bypassed.

[16:45] Down. Mm-hmm. Because.

[16:46] A lot of people will just go I-10 and straight.

[16:49] Yeah. No, it's a fairpoint.

[16:51] I think what we see from the advertising marketing standpoint is the opportunity to.

[16:55] Get them while they're there.

[16:57] And say, come to see us while you're here.

[16:59] There may be some ways to do that in the future, but.

[17:03] But what we see the opportunity is.

[17:06] To make sure the folks that are there know that Wickenburg is an option for them because.

[17:09] For the day.

[17:10] Or even overnight if they want something different.

[17:12] But that's, you know, having awareness.

[17:15] Among the people that are visiting this facility of Wickenburg.

[17:18] And give them the chance to drive down.

[17:21] And participate so you can see the audiences, the UTV, OHP enthusiasts, RV travelers, outdoor adventure seekers, Phoenix Weekend

[17:25] Getaway Market.

[17:31] Campaign tactics pre opening. So this is one of the things Nick and I talked about is.

[17:36] Umm, you know, once we know when this is going to be opening up.

[17:40] We start.

[17:41] Promoting.

[17:41] You know Wickenburg as a destination?

[17:44] To that audience that we know will be using it.

[17:47] And then, you know, getting involved. In fact, I have a meeting set up.

[17:50] With one of the one of the directors with the county.

[17:53] About this coming up in a couple weeks so.

[17:56] How do we get involved? Is there going to be a grand opening?

[17:58] You know, is there going to be an event where we can have information available?

[18:02] And be part of that. So how do we get?

[18:04] You know, participate in that.

[18:06] And then of course also online.

[18:08] As the excitement building.

[18:10] Towards it and then sustained ongoing awareness.

[18:14] And then, you know, the other thing we talked about is shoulder season, the offseason.

[18:17] You know, how do we? What's some activation that we can do?

[18:22] Ultra Mountains creative weight They're heavily creative or.

[18:25] They're creative, heavily, October through March.

[18:27] An RV snowbird traffic peaks.

[18:30] You know, connected TV spots showcasing trails and scenery.

[18:33] In the Phoenix DMA, so trying to.

[18:35] Get people thinking about it even in the.

[18:38] Wow, miss me?

[18:41] Mike.

[18:48] So anyhow, I was just going to mention about these people that are out there. You know, we have a lot of people that do come to

[18:52] Wickenburg, you know, Sir, for.

[18:55] Term times here, but there's so many people that keep coming.

[18:59] And there are, we're already booked in here.

[19:03] Through Mars, this is a great opportunity to tell them about.

[19:08] Mine, because let me tell you.

[19:10] You wanted to really bring a lot of people in here.

[19:14] People may not realize it, but there's probably 1000 RV's.

[19:18] Lake Havasu.

[19:19] Because they've told me.

[19:21] Have over 200.

[19:22] October. They're all from Lake Havasu.

[19:25] And.

[19:26] They tell me their club actually had like 1500 people.

[19:30] And so Lake Havasu would be a great.

[19:32] For you to really market.

[19:37] Time, but we are like totally.

[19:41] So and also.

[19:43] Bigger spaces, so out there and but they still like to come to Wigginberg gal.

[19:47] May want to go out there.

[19:49] They too, right? Let me tell you, there's great writing in Wickenburg so.

[19:53] Advertise the.

[19:55] Nobody cares.

[19:56] They drive 15 miles to come back.

[19:59] Same thing at the.

[20:05] It's really catching on now.

[20:07] After but.

[20:09] Hey, Canvases, That's great. Yeah, Well, I'll talk with Nick about that and see.

[20:13] Because you can always do use some of the supplemental funding for geofencing and.

[20:16] Hitting circuit targeted area. So thank you. I think you and Nick needed.

[20:20] Yeah, I know. She definitely has.

[20:22] About some very focused information.

[20:25] From the industry, but that's why you're all are here is to help us with that. So we appreciate that.

[20:29] Any questions about this?

[20:31] We're very excited about this opportunity and we are.

[20:33] Looking forward to.

[20:34] Taking advantage of that.

[20:35] Oh, yes, Around do we have any tentative dates yet? I mean, I've seen different timelines. Yeah, I think we're in first quarter.

[20:41] Of next year.

[20:42] Is what I'm told I should know more after.

[20:45] Our meeting with the program.

[20:46] Manager with the parks but once we know and they will start to pre promote too.

[20:50] So we'll start to see that.

[20:51] Nick and I are going to stay on top of.

[20:54] OK, so that's the campaign as we know it. Now we're going to switch a little bit into.

[21:00] What if?

[21:01] Looking at knowing what we've got, the funding that's been set aside.

[21:05] And then it's going to start working for us next month.

[21:08] Nick wanted to challenge all of us with a little bit of.

[21:12] You know what if if additional funds were available, Here are some additional things.

[21:17] Opportunities that we would have.

[21:19] Now I just want to be clear.

[21:21] Any of the funny we're talking about here is not.

[21:23] In our current budget.

[21:24] OK, so this is a sort of.

[21:26] I don't want to say A wish list, but it's something that I want to spur some conversation about.

[21:31] If we look towards doing more in the future.

[21:35] What are some? Here are some opportunities.

[21:37] And and what are some thoughts?

[21:39] About that.

[21:41] Nick is great, obviously very creative person and brainstorming some ideas so.

[21:45] He's got four options.

[21:47] That we could look at.

[21:49] But this first one I think is interesting.

[21:51] So doing an online partnership with a Phoenix station like a media station, TV station?

[21:57] Sponsored digital contact.

[22:00] Content with TV stations.

[22:03] 12 News does a lot of this, AZ family does a lot of it, and so does all three of those are very solid.

[22:08] My work in Prescott we did.

[22:10] We actually partnered with all three of these at various times.

[22:13] And what you get out of an agreement like that, it is a paid.

[22:16] Agreement. Umm.

[22:17] But you get a lot of extra additional news coverage.

[22:20] They just throw in.

[22:21] Because hey, you've got a partnership.

[22:23] So I'm going to send someone up to your.

[22:25] Your festival.

[22:26] To cover it, because we've got this great relationship.

[22:28] So I like this one only because I'm familiar with it.

[22:32] And I know that it does work and there's a lot of value added.

[22:36] And it it does show a partnership.

[22:39] You know, with with a.

[22:40] An Arizona based.

[22:42] Media so these are some of the things that you can do with this pre roll video placements.

[22:47] They'd even sometimes they'll come out and shoot Roll B, roll for us, for their.

[22:51] Newscast and then we get that opportunity to use that.

[22:53] Interview segments. Part of these packages usually include.

[22:57] Interviewing.

[22:58] The mayor or someone in town?

[23:00] At the start of an event to talk about what a great event it is so but.

[23:04] Those are all things that you put you bake into the campaign.

[23:06] And again, but they also throw a lot of news coverage itself.

[23:09] I like this one mainly because I'm familiar with.

[23:12] But there's also some other great options as well.

[23:15] So the other one here is digital out of home.

[23:17] Mass awareness.

[23:18] So what is DoH?

[23:21] This type of advertising places Wickenburg across the Phoenix metro area.

[23:25] In one.

[23:26] In a large format, digital billboards.

[23:29] So this is, you know, this is billboards, this is highway.

[23:32] Drive by billboards.

[23:34] It's an old school concept. Billboards have been around forever.

[23:37] But what you've got now is the ability to share a billboard.

[23:40] Because of the digital nature of it.

[23:42] We're not paying for the whole thing.

[23:44] We're paying for our third.

[23:45] Quarter of it.

[23:46] So it's it's price.

[23:48] Effective A&B. You can do some pretty cool content, you can do some short video.

[23:52] Something moving to get people's attention.

[23:55] Again, it's it's, it's an old school platform, but they've really modernized it.

[23:59] And you know, this just gets a lot of eyeballs, right?

[24:03] You know, the 10 or the 17?

[24:05] You're gonna need a lot of people going by it.

[24:07] There's there's debate about.

[24:09] The quality of that touch.

[24:10] You know, you see it. Does it make you think about Wickenburg and then go home and do something about it?

[24:15] Does, but it's it is effective. It's been around for many years.

[24:20] But that digital campaign?

[24:22] Where you share the cost makes it much more.

[24:26] All right, some other options.

[24:28] So for Tier 2 and 3.

[24:30] This is adding on to our initial investments.

[24:34] So adding additional CTV and YouTube?

[24:38] And doing some more out of state.

[24:40] Expansion so all of us that use YouTube and don't pay for the subscription because I don't.

[24:45] So what do I get? I get a bunch of AD.

[24:47] OK, right, so and they.

[24:49] They start to focus on what your likes are and the ads are very focused. So that's what this would be is.

[24:54] People that are.

[24:55] You know, looking for vacation options.

[24:59] You know you'll start to see Wickenburg ads show up on YouTube.

[25:02] You know, before the video starts.

[25:04] So that's what this is, and this is out of state.

[25:07] So let's see our existing This would supplement our existing connected TV.

[25:13] In the local market.

[25:14] But YouTube pre roll.

[25:16] How this layer where CTV and YouTube function is a video?

[25:20] Reach extension for markets where our programs.

[25:22] Programmatic display and meta budgets.

[25:24] Are thinner, so it kind of boasters an area where we don't have a lot of other content.

[25:29] In Vegas and Los Angeles.

[25:31] Visitors consistently show the highest engagement in our.

[25:34] So they're they're big users, so he would.

[25:36] Probably target them for that.

[25:39] So we would expect 300 to 500,000 additional.

[25:42] Household impressions.

[25:43] Just in Vegas and Los Angeles.

[25:47] Initiate.

[25:49] And then last one is tier 3.

[25:51] So this again is a supplemental Tier 1 and Tier 2 plus social scale.

[25:56] Hannibal Digital out of home.

[25:58] So social media scale up, just doing more with Meta and Facebook.

[26:02] At that cent.

[26:03] Per click rate, we can do a lot more with.

[26:06] You know he's suggesting another $12,000.

[26:09] It generates an additional 55,000.

[26:11] Website visits so.

[26:13] You can see that when you start to spend your money and you put in the right place.

[26:16] You can really boost those numbers of our initial campaign.

[26:20] And he's very.

[26:22] Very creative about how he works.

[26:24] Different campaign elements together.

[26:26] I fits them together to get to these metrics.

[26:29] So that's what if.

[26:31] That is, uh.

[26:31] You know, uh.

[26:32] If additional dollars were allocated or if they were put in the budget for next year.

[26:36] But this is the time when we want to start thinking about those things, especially for next year's budget if we're talking in that

[26:39] term.

[26:42] So I think Nick just wants to give us some thought starters.

[26:45] For what we could potentially do and I see.

[26:49] Kniving.

[26:51] Chair well.

[26:52] There you go.

[26:53] 5 million last year.

[26:55] Right, right, the.

[26:57] The if I'm reading this right, yeah. And I.

[27:00] The Tier 1.

[27:02] Mm-hmm. Here 1.1.

[27:04] Affected outcome.

[27:06] 2 to 400,000.

[27:08] Additional additional, potentially monthly.

[27:11] Monthly.

[27:12] Right. Yeah, you take that.

[27:15] To here too, which is.

[27:18] 2 to 500,000 and are we saying in addition to what tier one would be?

[27:23] Yeah, umm.

[27:24] OK. I mean, that's a huge, huge, huge number of people, absolutely. Your point, yes.

[27:30] Absolutely. Just leveling up.

[27:34] So these are just thought starters.

[27:36] You know something that.

[27:38] If this committee.

[27:39] Gave direction. There's no voting today, but if there was direction that we want to explore.

[27:44] Tier one or tier 1.2 or any of these more?

[27:48] Nick and I would come back and.

[27:50] Come back to you with a report.

[27:52] Drill down a little bit.

[27:54] If you want it to be bold and ask Council to put something in next year's budget.

[27:57] That would be the meeting to do, it would be the next meeting or the meeting afterwards, because we're going to be working on

[28:00] budget.

[28:03] So just some thoughts here and we don't have to have any answers today.

[28:07] If you want to just say Nick and John, do your best.

[28:10] And come up with something and bring it back. We can do it that way as well.

[28:15] Question.

[28:16] Yes. Umm.

[28:17] So just to understand the.

[28:19] If if somebody said.

[28:22] The suggestion.

[28:23] Here 1.1.

[28:25] That would be 18 to 20 additional.

[28:28] That's correct.

[28:29] So, but if this is all additional, these are additional dollars one.

[28:33] .1 coupled with 1.2.

[28:36] How you're talking?

[28:37] Additional possible 35 that's correct.

[28:40] Yes. Umm.

[28:41] And so that's.

[28:44] That's one SO.

[28:47] Here two and three are again on top of that numbers that's going to be looking at.

[28:55] Pretty fine.

[29:00] That's another $100.

[29:02] It all, yeah.

[29:04] I don't. I'm not sure that the intention was to say let's do it all, it'd be great, but.

[29:08] You know, living in.

[29:09] Reality it's, you know, maybe pick and choose right and.

[29:13] And this is the suggested spend.

[29:16] You know One Direction could be do tier 3 but only do 25,000 so you just get half the hits. Well or do 1.1 and Tier 4 or

[29:20] something. Exactly.

[29:25] Free Grammy.

[29:28] John, from my perspective.

[29:30] I would look at.

[29:31] You know.

[29:34] You know which ones are.

[29:36] Most effective? Mm-hmm.

[29:38] It's the biggest bang for.

[29:41] To do a little bit of.

[29:42] Urgent now, perhaps comparable.

[29:45] That have looked at.

[29:48] How effective it was in there?

[29:50] Perspective.

[29:52] Comparable amounts.

[29:55] I'm not.

[29:57] The type of person that says I think this is going to.

[29:59] That's I'd like to see.

[30:02] Now some evidence.

[30:04] Absolutely, yeah.

[30:07] Yes.

[30:08] But we did have some.

[30:11] Attacking. Make sure we get the mic going there. Excuse me, I think I have a big voice anyhow.

[30:16] But you know what, the tier like 1.1, we've had the opportunity before to talk to the radio or the television stations.

[30:24] And they didn't.

[30:25] Hardly anything.

[30:26] Down there.

[30:28] And you would be shocked how many people called me.

[30:31] You know, because they love Wickenburg and they got to see us talk.

[30:36] Burger place, the day they they came down there and everybody was going in there.

[30:40] That was all over the.

[30:41] That he was calling.

[30:42] Even to that burger place.

[30:45] Well, why aren't you down there right now, you know?

[30:48] So I do.

[30:49] The 1.1 or whatever also because.

[30:52] If you hit the.

[30:53] The right business and things like that. It's lots of fun.

[30:58] I think.

[31:01] It could go big places.

[31:08] Yeah, the talent in those they, they've still got top talent at all the big media stations.

[31:13] And the cool thing about that, too?

[31:16] It's not just on TV, but that video from that segment lives.

[31:20] Online, Yeah.

[31:21] It continues on their website and.

[31:23] You can use it so.

[31:24] There's a lot.

[31:25] Yeah, so if somebody Google something then bangs could come up.

[31:28] All right, anybody else you got?

[31:31] I have a couple of so you're.

[31:33] The point you made was maybe making this.

[31:37] Available to the Council for possibly next year.

[31:41] Or are these funds that we could be asking for?

[31:44] Now.

[31:46] To kick in for the winter.

[31:49] Overseas and.

[31:51] You know I.

[31:52] Learn by doing last year with what happened and we didn't really get his effort going until January right.

[31:58] I worry that.

[32:00] Some of these are probably.

[32:01] Tremendous.

[32:03] With a little bit more money spent.

[32:06] To reach out.

[32:07] You know, another 50% of people or something.

[32:11] But if we don't get rolling on it.

[32:13] Then he's going to be hamstrung to be right in the middle of the winter season, January.

[32:18] People have already made their plans.

[32:20] So, umm.

[32:20] How do we light that fire, so to speak?

[32:24] Make.

[32:25] These numbers.

[32:27] Stand out.

[32:28] To the Council, so that then therefore.

[32:30] Somebody can say yes, let's, let's let's move on this.

[32:34] Well, that's, yeah, that's a good question. So as a body, you certainly, you know, can ask us to bring something back that you

[32:37] would.

[32:40] You know you would vote on.

[32:41] It would, but it would still go to council.

[32:43] The process is still the process.

[32:45] And as you know, the process takes time because we're.

[32:48] Meeting cycles so.

[32:51] One way to look at this would be you know.

[32:53] You know, if you, you know we do the work and.

[32:56] We talk about it in a future meeting. You both say this is the direction we want to go.

[33:00] You know, talk about the timing.

[33:02] So we've got one year in.

[33:04] On a campaign that started a little bit late.

[33:06] Now we're going to have one year of a campaign that's starting.

[33:09] Right on time.

[33:11] And we'll have a great chance to see.

[33:13] How one compares to the other?

[33:15] So this is the patient approach.

[33:17] But we've got those results.

[33:20] And we can see how that works.

[33:23] In the meantime, before the end of this campaign.

[33:27] Direction can come to staff to bring.

[33:29] A request to counsel.

[33:30] For the budget and add X amount, whatever that looks like.

[33:34] To next year's budget. We have a fully blossomed, fully functioning campaign.

[33:39] And hopefully layered on to what we're already doing next year.

[33:42] So there's.

[33:43] You know, I guess the answer is you can direct or ask us to.

[33:46] Bring whatever you want forward to Council.

[33:49] That's you can absolutely do that.

[33:50] But it's just about a perspective and looking at how the best way to approach it. That's the way I look at it, John is.

[33:57] Take a look at the revenue.

[33:58] Yeah, and we're at with it as a town, yeah.

[34:01] If this can generate.

[34:02] People into this town and put.

[34:05] Bodies and beds and people in restaurants and get them out on golf courses and.

[34:09] All the recreation that exists here.

[34:11] You know, I mean, I get that we got to crawl before we walk.

[34:14] But.

[34:15] If we don't.

[34:17] Get rolling.

[34:18] This fall with some of these numbers.

[34:22] Then you're going to wait till all the way to next year to decide, OK, are these going to be working or not and.

[34:28] You don't want to be looking back on your.

[34:29] A year half from now.

[34:31] Saying, uh.

[34:33] You know, maybe we should.

[34:35] Tier 3 or something, you know so.

[34:38] My input would be.

[34:39] You know, uh.

[34:40] Not go big or go home, but.

[34:42] Maybe 30 to 50.

[34:45] Somewhere and and and break it out just as you.

[34:49] Done with the campaign that exists.

[34:52] Entities, if that's even possible.

[34:55] 22.

[34:57] Put the toe in the water source.

[34:59] Because, you know, we need the revenue.

[35:01] So just so we're clear, 30 to 50 of this additional funding.

[35:04] Above and beyond, over and above what's already in place.

[35:07] My tooth.

[35:12] I just want to make sure.

[35:14] Craig, if you have any comments or questions that you wanted to share?

[35:18] You don't want to forget you.

[35:28] Absolutely will do.

[35:31] And it should be in your packet too, if you get a chance to look at it there.

[35:34] Would have been sent to you. Yeah, it would be like a link attachment.

[35:38] Right, that you could open.

[35:40] But I'll send you one as well if that be.

[35:43] All right. Thank you, Sir. Thank you.

[35:45] Any other questions about this, we've got a little bit more to cover, so appreciate that, Appreciate the dialogue and.

[35:51] Input. Thank you.

[35:55] So, umm.

[35:56] Yeah, this is just a summary of what we talked about already, but this is kind of how you get to the 35,000 for the Prop 302 and

[36:00] then.

[36:03] Supplemental.

[36:04] Total combined 65,000.

[36:06] Exactly what again?

[36:08] Note that.

[36:10] We are in more places this year with our money. Where?

[36:13] Spreading that money.

[36:14] Found we've got less.

[36:15] Less to spend on creative, so more to spend on.

[36:18] So it really will be interesting to see the results of this campaign.

[36:21] Being longer, starting earlier.

[36:23] This year.

[36:23] And having more.

[36:25] Areas too.

[36:26] You go to.

[36:28] So I wanted to switch gears a little bit and talk about, just share with you some plans.

[36:33] That Nick and I are making for some.

[36:35] Print collateral. So print collateral is fancy word for brochures.

[36:38] So two different areas that we've been looking at, what I've identified definitely is.

[36:45] A piece for economic development.

[36:47] And I come from a school where economic development and tourism kind of work.

[36:52] They sort of support each other. You have visitors that come.

[36:54] They fall in love and everybody thinks you fall in love with a place. You want to move your house there, Yes.

[36:58] There are instances where business is 1.

[37:01] See a great opportunity.

[37:03] So, uh.

[37:04] Umm, keeping that in mind, what we were contemplating was a piece for economic development.

[37:09] And then tourism piece, a rack card, which we'll talk about in a minute, but.

[37:13] What we would do is capture the elements from the current advertising campaign and.

[37:18] You know, the visual, the graphics.

[37:20] Kind of capitalize on what? What?

[37:22] Work has already been done.

[37:23] Be able to turn that into a print.

[37:25] The sales people call them leave behinds so you know when I.

[37:29] Go out and meet with a prospective business. I want to leave something in their hands.

[37:33] That reminds them so.

[37:35] This we're.

[37:36] Contemplating A3.

[37:38] Economic development brochure.

[37:40] And something where we can.

[37:42] Tells the story of Wickenburg in the form of.

[37:45] Statistics. There's a lot of demographic information.

[37:48] Business Statistics.

[37:50] You know, average household income, things that businesses want to know before they come.

[37:55] We can kind of condense them and put them into a professionally.

[37:58] Put together piece.

[37:59] That we can leave behind and then print several 100 copies so.

[38:03] That's something we're working on, I will tell you that.

[38:05] Nick's got a design concept for it.

[38:07] I'm working on with some other vendors to come up with some of the statistics and the information.

[38:13] Some of the professional stats, there's a lot of stuff out there online.

[38:16] But we want something custom tailored for.

[38:18] For our message. So once we get that information, we can plug that in and get that.

[38:22] Or sure, going the tourism rack card so.

[38:25] This is a tried and true.

[38:27] You know, old standard that goes back many years, but Iraq cards basically a front and back.

[38:31] Two piece brochure size.

[38:34] Why we are contemplating that is, did you know?

[38:38] That is part of our visitor center requirements.

[38:41] From AOT.

[38:42] That as a visitor center we are required.

[38:45] To display.

[38:46] Rack cards from any destination that sends up to us in Arizona. That's why you've got a whole wall.

[38:51] There. So there's this network of sharing.

[38:54] Usually they call up and say, hey, do you need any rack cards? Yep, sure, send them over and then we put them up.

[38:59] So this is something there's many different printed pieces right now at our current visitor center.

[39:05] I think it's time for one that's fresh and one that is.

[39:08] Connected to our current advert.

[39:11] So we would Wasatch would help us create this.

[39:15] We would print a quantity.

[39:16] Have them available at our visitor center and then start shipping them out as required.

[39:21] To visitor centers all over the state.

[39:23] If we want, we can pay a company to place them in places like Sky Harbor Airport.

[39:28] Support where they've also got the rack display.

[39:31] And key places throughout Arizona.

[39:34] That comes with additional cost.

[39:35] But it also does put.

[39:37] Them in key places.

[39:38] Where there's a lot of traffic.

[39:40] So that's something that I've been working with Nick on.

[39:43] We're working on design elements for that and information.

[39:46] And again, tying it back to our current.

[39:49] So I know there's going to be some comments about this question, so I'm going to open it up to questions.

[39:54] Or comments.

[39:56] Thoughts.

[39:58] OK, we've had a lot of rat cards, you know, and.

[40:02] Pass out a lot in.

[40:05] People that want information.

[40:07] And one thing I did.

[40:10] I.

[40:11] Up clubs.

[40:12] And I found that all the RV clubs.

[40:15] That I call the.

[40:17] Now this is I call him.

[40:19] I would ask them to send some of the cards.

[40:22] Now over there to those clubs and they pass them out.

[40:25] Now then they call.

[40:27] The town and they do get all that information.

[40:30] Of all of it.

[40:31] So they get wrecked.

[40:36] And then they already have a plan.

[40:40] I also think that.

[40:44] There is a population of.

[40:47] I'd like to have something.

[40:51] Now some people do all the electronic.

[40:55] But.

[40:57] There is a large population.

[41:01] Especially on the tour.

[41:03] You know, that's something.

[41:05] Love to see look at it.

[41:07] Learn a little bit and see.

[41:09] Pictures, That's a reality. People like those handhelds.

[41:14] Sure, and I'll say that again in the modern age.

[41:17] You can do both. You can do electric, you can do electronic version of this which goes online.

[41:21] You can put a QR code on the rack card, get them to go to that website.

[41:25] Instead of like WWW.

[41:27] So, you know, there's those things that we can tie together.

[41:31] Any other comments?

[41:32] Questions.

[41:36] Yes.

[41:39] I am 7000% behind the economic development.

[41:44] Brochure.

[41:45] That has to happen.

[41:47] I don't know Amy if.

[41:49] Historically, you can in the annals find Dwight and I when he was part of the economic development.

[41:55] Sat at his house and and.

[41:57] Went through.

[41:59] Research on.

[42:01] Fine tuning something very similar to this that never got off the ground apparently. I don't know whatever happened to it, but.

[42:06] We sat for.

[42:08] You know, a day or two just.

[42:10] Even over a.

[42:11] 3 panel deal like this and I don't know where it ever ended up.

[42:15] It you know, it was when Tim was here.

[42:17] And so there's stuff out there already. I like your idea, John.

[42:21] Reaching out and getting stats and all that.

[42:24] And as an example, my wife worked for Globus Tours. We talked about this where.

[42:28] You know to to if you were able to get a bus to her company.

[42:32] You know, like Globus or Trafalgar or any of those.

[42:35] To put a bus in here.

[42:37] You know, even twice a month with.

[42:39] 3040 people on it.

[42:41] For one or two nights.

[42:42] You'd have something like this. I called Globus and talked to them just as a.

[42:46] Preamble to see what they'd say.

[42:48] Well, they're working two years out.

[42:51] Pretty much on that.

[42:52] The gal didn't even know about Wickenburg.

[42:54] So, umm.

[42:55] You know, something like this that I had it, I could have sent it straight away and said here's a lot of information and.

[43:01] You know I took did my part. I sent her a few pictures of.

[43:04] Sitting up at Wickenburg Ranch, I was watching the sun go down and.

[43:07] You know, just kind of building up, but.

[43:09] That is a.

[43:10] That has to happen.

[43:11] Period. The tourism card being in the travel industry for 60 years.

[43:17] I don't know I I get your point about having something in hand.

[43:21] First off, I'd say is. You might want to make sure that.

[43:24] That size.

[43:25] Fits in the racks because.

[43:28] You could send this out and they ended up sitting on there. You bet.

[43:31] Somebody shoves them off and they go in the trash, never to be seen again.

[43:36] That's one facet of it.

[43:37] Full color costs a lot of money to produce.

[43:41] Uh, and my wife.

[43:43] Was administrator for a national.

[43:46] Magazine, Uh.

[43:47] For a period of time.

[43:48] And they had to get a distribution company to come in and distribute the magazine on their behalf.

[43:53] Well, now you get into issues. Would you do that?

[43:56] Do we drive up?

[43:57] At 4:32 and say hey, are you out?

[44:00] Let's you know all those things need to be worked through.

[44:03] I get there's avenues to.

[44:05] Do that but.

[44:07] In 2027, have we?

[44:10] We've grown to a point where.

[44:13] This becomes.

[44:15] Uber viable and and my point would be, you know.

[44:18] Yeah, maybe we look at this.

[44:21] If it's $15,000 I'd rather see it in tier.

[44:25] X Right.

[44:28] Your point well taken and you know all of that, but.

[44:32] The distribution costs.

[44:34] Who? Who does the distribution, the mailing cost to get it out in people's hands?

[44:38] You talk to.

[44:40] On exit 432.

[44:42] And it's a volunteer.

[44:44] You know, they say, yeah, we need some. Well, that volunteers on vacation for a month. You send them up there and they don't know

[44:47] what the heck to do with them.

[44:50] I mean it's.

[44:51] And I think it's time to.

[44:53] To get proactive with the Arizona tourism people.

[44:57] And get in a car and go down there or have them come up here.

[45:00] And just talk about this.

[45:03] Walk in our visitors center.

[45:04] There's a whole wall full of brochures.

[45:09] Do people really stand there and pick out?

[45:11] You know, ask it full of them any.

[45:15] It's sort of a.

[45:17] Dinosaur and.

[45:19] But one that.

[45:22] Oh I get it, but.

[45:24] Man the money.

[45:28] Way before I do this.

[45:29] Tourism Car.

[45:32] Quiet time.

[45:37] I appreciate your.

[45:40] And as far as and, you know, talking about all the.

[45:42] You know the rack cards are.

[45:44] Here's some rat cards. One thing, but there's all the incident.

[45:49] No, you're.

[45:52] Putting them in the mail to somebody.

[45:53] Got a trust is getting?

[45:56] Would it be better to?

[45:58] Create a.

[46:00] Poster board.

[46:01] With eight bullet points below and a bunch of pictures.

[46:04] And then a QR code that somebody says, wow, that's pretty interesting. I'm going to.

[46:08] You know I'm gonna punch the QR code.

[46:11] And the QR code says here's what's coming in Wickenburg over the next four months.

[46:15] You know, and then they use the social media stuff because it's out there.

[46:20] To drill down a little bit for, I mean.

[46:23] You know, we're in 2027 folks, that's all.

[46:34] OK, so there you are.

[46:36] Any other?

[46:37] Closing wrap up comments.

[46:40] Greg, do you have anything?

[46:46] Well, I just want to say that I've had a couple of different meetings with this guy.

[46:51] Uh-huh. And.

[46:52] He's the real deal. I'm excited to.

[46:55] You know, have him be a part of all this because he understands it.

[46:58] And I think the combination of he and Nick.

[47:01] You know, spearheading some of this and working, you know, closely with the council and Troy and.

[47:06] FIJ and everybody.

[47:07] You know we.

[47:09] This is a tremendous town for.

[47:11] What we have, and you know, I've been here 5 1/2 years and every time I drive in the gate out at Wickenburg Ranch, I go, man, am

[47:14] I?

[47:18] I'm fortunate to be here.

[47:19] You know, instead of central Phoenix, so.

[47:22] We just got to do everything we can and welcome.

[47:25] OK, working on.

[47:28] Thank you, John.

[47:31] Wait a minute.

[47:34] We have.

[47:42] OK, very good. Thank you.

[47:46] With nothing else on our agenda.

[47:51] Next meeting will be November.

[47:53] And we'll adjourn.

Economic Development and Transportation Committee Meeting

Agenda

Transcript