HomeMy WebLinkAbout180110Po \�
NOTICE OF THE
JOINT SESSION BETWEEN
THE FOUNTAIN HILLS TOWN COUNCIL
AND
--qmwmw-- FOUNTAIN HILLS CHAMBER OF COMMERCE BOARD
Mayor Linda M. Kavanagh
Vice Mayor Dennis Brown
Councilmember Nick DePorter
Councilmember Henry Leger
Paul Perreault, Jr., Chair
Audrie Ouellette, Secretary
Dr. Patrick Sweeney, Boardmember
Christopher Siino, Boardmember
Merita Kraya, Boardmember
Suzanne Nann, Boardmember
Dan Margolis, Boardmember
Councilmember Alan Magazine
Councilmember Art Tolis
Councilmember Cecil A. Yates
Rosaria Cain, Vice Chair
LeeAnn Torkelson, Treasurer
Christine Colley, Boardmember
Boe James, Boardmember
Brian Horvath, Boardmember
Nathan Watters, Boardmember
Gregory Golucci, Boardmember
TIME: 7:30 A.M. — 8:45 A.M.
WHEN: WEDNESDAY, JANUARY 10, 2018
WHERE: FOUNTAIN HILLS COMMUNITY CENTER (Grand Ballroom)
13001 N. La Montana Drive, Fountain Hills, AZ 85268
Councilmembers of the Town of Fountain Hills will attend either in person or by telephone conference call; a
quorum of the Town's various Commission, Committee or Board members may be in attendance at the Council
meeting.
Notice is hereby given that pursuant to A.R.S. § 1-602.A.9, subject to certain specified statutory exceptions, parents
have a right to consent before the State or any of its political subdivisions make a video or audio recording of a
minor child. Meetings of the Town Council are audio and/or video recorded and, as a result, proceedings in which
children are present may be subject to such recording. Parents, in order to exercise their rights may either file
written consent with the Town Clerk to such recording, or take personal action to ensure that their child or children
are not present when a recording may be made. If a child is present at the time a recording is made, the Town will
assume that the rights afforded parents pursuant to A.R.S. § 1-602.A.9 have been waived.
• CALL TO ORDER — Mayor Linda M. Kavanagh & Chair Paul Perreault, Jr.
zAcouncil packets\2018\j 180110\] 180110a.docx Page 1 of 2
AGENDA
1. Overview of civic -related partnerships between the Town of Fountain Hills and the
Fountain Hills Chamber of Commerce:
a. Mayor's State of the Town Event
b. Candidate Breakfast Forums
c. Mayoral Debate
d. Chamber Events: Great Fair/Festival of the Arts, Thanksgiving Day Parade,
Stroll in the Glow
2. Update relating to the Town of Fountain Hills' Special Events and tourism program
3. Update on the Fountain Hills Chamber of Commerce Visitor Center
4. Update relating to the Town of Fountain Hills' Economic Development and the long-term
Economic Development Plan
5. The proposed Special Election (May 15, 2018) for the purpose of submitting the question
to the voters relating to establishing a Town Primary Property Tax
6. Adjournment
DATED this 2nd day of January, 2018.
f
The Town of Fountain Hills endeavors to make all public meetings accessible to persons with disabilities. Please call 480-816-5100 (voice) or 1-
800-367-8939 (TDD) 48 hours prior to the meeting to request a reasonable accommodation to participate in this meeting or to obtain agenda
information in large print format. Supporting documentation and staff reports furnished the Council with this agenda are available far review in
the Clerk's ojjice.
z:\councilpackets\2018\jl8011O\jl8011Oa.docx Page 2 of 2
oo�lyTAINf�
NOTICE OF THE
4
JOINT SESSION BETWEEN
Q. THE FOUNTAIN HILLS TOWN COUNCIL
AND
FOUNTAIN HILLS CHAMBER OF COMMERCE BOARD
Mayor Linda M. Kavanagh
Vice Mayor Dennis Brown
Councilmember Nick DePorter
Councilmember Henry Leger
Paul Perreault, Jr., Chair
Audrie Ouellette, Secretary
Dr. Patrick Sweeney, Boardmember
Christopher Siino, Boardmember
Merita Kraya, Boardmember
Suzanne Nann, Boardmember
Dan Margolis, Boardmember
Councilmember Alan Magazine
Councilmember Art Tolis
Councilmember Cecil A. Yates
Rosaria Cain, Vice Chair
LeeAnn Torkelson, Treasurer
Christine Colley, Boardmember
Boe James, Boardmember
Brian Horvath, Boardmember
Nathan Watters, Boardmember
Gregory Golucci, Boardmember
TIME: 7:30 A.M. — 8:45 A.M.
WHEN: WEDNESDAY, JANUARY 10, 2018
WHERE: FOUNTAIN HILLS COMMUNITY CENTER (Grand Ballroom)
13001 N. La Montana Drive, Fountain Hills, AZ 85268
Councilmembers of the Town of Fountain Hills will attend either in person or by telephone conference call; a
quorum of the Town's various Commission, Committee or Board members may be in attendance at the Council
meeting.
Notice is hereby given that pursuant to A.R.S. § 1-602.A.9, subject to certain specified statutory exceptions, parents
have a right to consent before the State or any of its political subdivisions make a video or audio recording of a
minor child. Meetings of the Town Council are audio and/or video recorded and, as a result, proceedings in which
children are present may be subject to such recording. Parents, in order to exercise their rights may either file
written consent with the Town Clerk to such recording, or take personal action to ensure that their child or children
are not present when a recording may be made. If a child is present at the time a recording is made, the Town will
assume that the rights afforded parents pursuant to A.R.S. § 1-602.A.9 have been waived.
• CALL TO ORDER — Mayor Linda M. Kavanagh & Chair Paul Perreault, Jr.
zAcouncil packets\2018\j 180110\] 180110a.docx Page 1 of 2
AGENDA
1. Overview of civic -related partnerships between the Town of Fountain Hills and the
Fountain Hills Chamber of Commerce:
a. Mayor's State of the Town Event
b. Candidate Breakfast Forums
c. Mayoral Debate
d. Chamber Events: Great Fair/Festival of the Arts, Thanksgiving Day Parade,
Stroll in the Glow
2. Update relating to the Town of Fountain Hills' Special Events and tourism program
3. Update on the Fountain Hills Chamber of Commerce Visitor Center
4. Update relating to the Town of Fountain Hills' Economic Development and the long-term
Economic Development Plan
5. The proposed Special Election (May 15, 2018) for the purpose of submitting the question
to the voters relating to establishing a Town Primary Property Tax
6. Adjournment
DATED this 2nd day of January, 2018.
f
The Town of Fountain Hills endeavors to make all public meetings accessible to persons with disabilities. Please call 480-816-5100 (voice) or 1-
800-367-8939 (TDD) 48 hours prior to the meeting to request a reasonable accommodation to participate in this meeting or to obtain agenda
information in large print format. Supporting documentation and staff reports furnished the Council with this agenda are available far review in
the Clerk's ojjice.
z:\councilpackets\2018\jl8011O\jl8011Oa.docx Page 2 of 2
fountain'�hills
Tourism Division Report
Joint Fountain Hills Town Council and Chamber of Commerce I 1/10/2018
Report Prepared by Town of Fountain Hills Tourism Division Staff
VISION
The vision of the Tourism Division is to draw more visitors to the area by way of special events and
activities. The short-term benefits of this campaign will be seen in guest spending within the area at
restaurants, hotels, retail establishments, gas stations, etc. The long-term benefits will result in a
new perception of Fountain Hills, notoriety as an event destination, increased residency, and
increased business recruitment. These elements will combine for a strong tax base and robust local
economy, while offering a high quality of living for our residents.
ANALYTICAL DATA
Gross Hotel Room Sales Tax:
• The Town of Fountain Hills saw a 29% increase in gross hotel room sales tax in calendar
year 2015 as compared to calendar year 2016 which saw a 19% increase.
Online Media Data
Experiencefountainhills.org
• June 2016 - 2017: 53,011 users viewed 188,607 pages with an average of 1:44 time
spent on page. 23.6% of those users were new users to the website.
• Most popular cities: Phoenix, Scottsdale, Fountain Hills, Los Angeles, Mesa, Tempe,
Gilbert, Chandler, Gilbert and Glendale
Facebook
• At the conclusion of the first half of the fiscal year 2017/2018 we are reporting
76,861 users have viewed 270,638 pages. 24.3% of those users are new users to the
site.
• "Likes" up 15% from July2016 through June 2017
• Engagement: 950,509 impressions with an average of 3,614 impressions per post
Official Visitor's Guide
• Just over 22,000 guides were distributed to Sky Harbor and Mesa Gateway airports,
local and statewide hotels, restaurants, tour/activity operators and CVB's
ECONOMIC IMPACT DRIVERS
Special Event Initiatives
The Town of Fountain Hills is proud to welcome several new special events to town including:
Next Generation Disc Golf Championship
Caribbean Christmas 5k Run
Magic Bird Goes Native Festival
St. Patrick's Irish Fountain Fest
Special Events that Drive Hotel Room Stays:
Cliff Drysdale CopperWynd Pro Challenge Women's Tennis Tournament
Fourth at the Fountain
Craft Classic Half Marathon & 5K
Fountain Festival of Arts & Crafts
Next Generation Disc Golf Championship
Magic Bird Goes Native Festival
The Great Fair
Memorial Disc Golf Championship
Fountain O'Green Artisan Market
Thunderbirds Fine Art and Wine Affaire
MARKETING & ADVERTISING STRATEGIES
Marketing Initiatives
New Initiatives:
Amplified Story Campaign with Arizona Office of Tourism partner Madden Media
Publication Name Ad size/color Issue date Distribution Circulation Number
2018 Amplified Story Online Targeted Website with
Campaign - Madden Story Article Winter 2018 Targeted Regional 300,000
Media Advertising
Terminal 4 escalator 10 -second video advertisement in Sky Harbor International Airport
Name/type of audiovisual Target Audience Quantity Distribution Types of Metrics
material
Digital Ad Space in Sky All Airport Terminal Lamar Advertising Performance:
Harbor International Airport 4 Travelers 1 Agency Potential to Reach
4 Million Travelers
Continuing Initiatives:
Expanded Digital Retargeting Campaign to drive traffic
o Potential for 500,000 in combined in campaign series impressions
Digital Media
Name of Site Website Address Ad Target Market Dates
Description
Online Re- Phoenix,
Vici Media www.experiencefountainhills.org targeting and Scottsdale, Mesa January - April
trackbacks and Glendale
Home Run and Program Advertisement sponsor for the Chicago Cubs spring training season at
Sloan Stadium in Mesa
Type of Placement
Location Size
Dates
Types of Metrics
Performance:
Cubs Spring Training
Home Run Score
Approximate
Sloan Stadium Board and
Spring 2018
Sponsorship
event attendance
Season Program
of 226,933
Hole #4 sponsor and Program Advertiser at the Waste Management Phoenix Open
Type of Placement
Location Size
Dates
Types of Metrics
Performance:
Approximate
Golf Hole Sponsorship
TPC Hole #4
Spring 2018
event attendance
of 655,434
Publication Name
Ad size/color Issue date
Distribution
Circulation Number
Distributed to all
Waste Management
Full Page 4C Ad Spring 2017
patrons to the
20,000
Phoenix Open Program
event
Four (one-half page) advertisement layouts in Phoenix Magazine
Publication Name
Ad size/color Issue date
Distribution
Circulation Number
Paid subscriptions
1/3 Page/Full Fall 2017/Spring
and placed in 16
Phoenix Magazine
78,479
Color 2018
Arizona Valley
resorts.
Visitor Guide display in Sky Harbor and Mesa Gateway Airports
Name/type of printed
Target Audience Quantity
Distribution
Types of Metrics
material
Direct mailing to
Performance:
Town of Fountain Hills
Arizona &
Airports, CVB's,
Number of guides
Official Visitors Guide
25,000
California residents
Visitors Centers and
given out during
Resorts
the year
Area Map highlight with Madden Media Area Map
Publication Name
Ad size/color Issue date
Distribution
Circulation Number
130 Different
2017 Phoenix Area Map -
Map Inset/Full
CVB's, Hotels,
Winter 2017
Chamber of
280,000
Madden Media
Color
Commerce and
shopping plazas
Full page advertisement in Play Ball Magazine - Cactus League distribution
Type of Placement Location Size Dates Types of Metrics
Sky Harbor, 10 Full Page
Play Ball Magazine Arizona Stadiums Magazine Ad Spring 2018
and Online
Performance:
Approximate
Distribution of
100,000
Cactus League newspaper insert in all major newspapers of all cactus league home cities
o In January, more than 900,000 copies of the Cactus League Insert will be printed and
inserted into the hometown teams' major newspapers. Cactus League Newspaper Insert
reaches visitors before they arrive with plenty of time to plan their trip and decide where
to eat, stay and play.
• Chicago Daily Herald
• Cleveland News Herald
• Los Angeles Times
• Milwaukee Journal
• San Francisco Examiner
• Seattle Times
o Inserts are also distributed at statewide Visitors Centers and given away at team
FanFests that take place around the country in January & February.
o On-line exposure will surpass 2 million unique visitors of the Cactus League insert.
o A complete Spring Training schedule and information is included in the Insert to
promote baseball fans coming to Arizona in March to catch a game and support their
team.
Type of Placement Location Size Dates Types of Metrics
Cactus League Newspaper
Insert
Tourism Media Plan
Newspaper Insert Standard Insert Spring 2018
Size
Performance:
Approximate
Printing
Distribution of
900,000
Marketing Message(s):
"We could tell you about our neighborhood restaurants, our hidden adventure, our small town charm
and our stunning views -but come see foryourself. We'll save you a seat!"
"Get Out of the Valley and Into the Hills"
Our Goals:
a) To build awareness of Fountain Hills as a destination.
b) To help brand Fountain Hills as a premier outdoor recreation and events destination in
Arizona.
c) To market Fountain Hills as a residential and visitor recreation destination.
d) To keep our audience up-to-date with relevant, inviting and timely Fountain Hills
Tourism news.
e) To generate buzz and awareness by prompting more searches, website hits, social media
engagement, emails and phone calls.
f) To provide appropriate and easily accessible platforms for our audience to interact with
us and ask questions, make comments and engage in conversation.
g) To help foster a relationship between the Town of Fountain Hills Tourism Division and
the audience we serve.
Target Audience:
a) Residents
Our targeted local audiences are identified geographically as, but not exclusive to:
Scottsdale, Mesa, Gilbert, Queen Creek and Chandler.
Within these communities, we have identified families and young professionals as the
ideal candidates to market Fountain Hills as an events and weekend recreation
destination.
b) Valley Visitors
Our alternate market is visitors to the Valley and encouraging them to include
Fountain Hills on their vacation itinerary.
Many Valley visitors are here for popular winter activities such as the Waste
Management Phoenix Open and Spring Training. Our target is to invite them to
Fountain Hills as part of their Valley experience.
STRATEGIC GOALS TASK LIST - QUICK REFERENCE
Goal #1- Communication and Outreach
Tourism is a key part of the Town of Fountain Hills economic profile. As such, everyone is a
stakeholder, including local residents, private businesses, government agencies as well as visitors.
Objective #1- Create and maintain positive stakeholder relationships, interactions, and
partnerships.
Tasks Lead Responsibility Status/Completion Date
❑ Work to develop learning and collaboration Tourism Supervisor/ 2017
opportunities with the Chamber of Commerce Tourism Coordinator/
Chamber of Commerce CEO
Goal #2 - Destination Marketing and Promotion
Destination marketing and promotion are at the heart of the Fountain Hills tourism's mission. The
following marketing programs are integral to developing a sustainable tourism economy. Fountain
Hills currently promotes a variety of destination elements including the following:
Reason for visiting:
Outdoor Adventure Heritage Golf/ Spa retreat
Special Events Arts and culture Winter Respite
Objective #1- Market Fountain Hills as a premier Destination and therefore function as a
Destination Marketing Organization (DMO).
Tasks
❑ Continually enhance the visitor center in an effort
to provide a quality experience and additional length
of stay. Stock on a monthly basis with:
Visitors Guide
Dining Guides
Calendar of Events
Hiking Maps
Art Walk Guides
Photos for Welcome Center Television slide show
Goal # 5 - Tourism Product Development
Lead Responsibility
Tourism Coordinator/
Chamber of Commerce
The "Tourism Product" includes a number of key components including the physical aspects and
emotional elements that combine to provide a unique travel experience. The physical elements of
the tourism product include the natural setting, the infrastructure and super structure of a
destination the emotional components of the tourism product includes industry employees,
cultural and historical resources and overall destination hospitality. These elements combine to
provide an overall tourism experience including everything from events and activities to dining,
shopping, etc.
Goal # 6 - Strategic Alliances
Fountain Hills continues to build and develop its strategic alliances within the industry. These
alliances include those within our community, within the valley, as well as those around the state.
Objective #1 - Continue to work with and develop key strategic alliances within the tourism
industry to promote all there is to see and do in Fountain Hills.
Tasks Lead Responsibility Status/Completion
Date
❑ Explore a cross -functional Visitor's Center with
Chamber of Commerce
❑ Work with Chamber of Commerce to continue to
facilitate and present the Tourism Award of the Year
Tourism Supervisor/ On -Going
Tourism Coordinator/
Chamber of Commerce
CEO
Tourism Supervisor/ On -Going
Tourism Coordinator/
Chamber of Commerce
CEO
fountain): hills
Town of Fountain Hills
Tourism Economic Impact Study
0 M a 0
M 0 M M:0 M:a:W:a =:0EM:a:M:0: Event Snap Shat ::::::::::::::: :0 . : Ax : 0M :::
...............
Fountain Festival of Arts & Crafts
o Average daily spend][ n
/a
/o of non -local of spectators
spectators who are Total Spectator Day Visitors on non- resident in the host
Admissions accommodation
casual visitors items economy
� �0 a�-0 0 0 M-0 0 M MVisitor surveyResults :;: ::;:;:;:;:;:;0 0 0 :
■ ■ ■ ■ ■ ■ ■ ■ ■ r ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■
How many people are in your party today?
■ 1-3 (76.02%) 0 4-6 (21.25%) ■ 7-9 (1.63%) 0 10+ (1.09°x6)
Have you Visited Fountain Hills Before?
0111
U00
0
Indication
E I am a resident 0 1 have visited before ■ This is my first time visiting
Where are you visiting from?
J
Location
0 Chandler 0 Gilbert E Glendale 0 Mesa 0 Peoria . Phoenix San Tan Valley 0 Scottsdale E Tempe
60% indicated
spending
$50>
more than 50 dollars
at the event
Please indicate on average, how much money
you are planning on spending today?
200
100
0 ---------
Count
$0 0 $1 - $20 E $21 - $50 0 More than $50
------------------------------------- - - - - --
LET'S GET SOCK" ,.
Now do we know that our marketing initiatives are effective?
We measure where our visitors area hearing about us!
How did you hear about this event today?
200
100
0
■■■ss L■�
Survey Indication
A Friend E Resident 0 Facebook & Twitter N Experience Fountain HIIls.org
E Arizona Republic Newspaper 0 Town Website fh.az.org
FH Times Newspaper N Fountain Hills Connection F..
Town Center Advertisements 0 Valley Guide Magazine
'ResitlenYwas noted
highest at
5 3. 8 %
Followed closely by
'A Friend'
Did you, or are you planning on eating at a
local restaurant today?
250 -------------------------------------------------------------------------------------------------
200------------
150
100 - --------- ----- _____________
50 ______________ ___________ _--_-________-
Count
Yes 0 No
61.19 %
Indicated 'Yes'to
eating locally
0 M aE 0 ME 0 ME 0 M0 0 N0 0 00 0 aE MM a0 M0 : Ma : MM : M0 : W0 visitor Ratin A -MM am0 .M0 : M0 .M M0 ■* M0 ■: ■0M :xz .aiWz : MME
:.M N.N■aE :■MM ;. M.
Not Impressed
at all
1 2 3
01(0%)
■ 2 (0%)
03(l.61%)
E4(13.14%)
■ 5 (85.25%)
85.25% rated FH with a 5
A PROJECT BY:
� r r r ■ r • r ■ • ■ ■ ■ r r
■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■
4
Very Impressed
01(0%)
M2(0%)
03(0.28%)
04(7.18%)
M5(92,54%)
92.54% said they would
return for another visit
• FOR MORE INFO, VISIT:
ExpeHeneefountaiAiIIs.org
fountain hills
■0 0 M 8 .M N 0 a . . ■
. . . . . . . . . . . . . . .
. . . . . . . . . . . . . . .
. . . . . . . . . . . . . . .
Shur s AAI°
ECONOMIC
o u n t a i n h i I I s I DEVELOPMENT
ountainhillsl
VIBRANT ECONOMY - SMART GROWTH - QUALITY OF LIFE SCENIC BEAUTY
Economic Development Update
• Retail Recruitment Campaign
• Park Place commercial space
• Vitargo
• Microbrewery
• Project Time
• Project Java
• Shea/Palisades property
• Fairfield Inn
The Economic Development Plan— Long-term objectives
The Economic Development Plan consists of three Economic Objectives and five Focused Approaches.
EconomicFocused
Objectives Approach
Grow Our Economy
Maximize Our Talent
Enhance Our
community
Business Attraction
pualne55 Retention &
Expansion
Entrepreneurial
Development
Foundational
Maintenance
I annnal
catalysts
& scientlBc services
Healthcare, Medical,
Biosciences &
Wellness
Finance & Insurance
Tourism & Recreation
Retail
Educadon
Each approach has a prioritization (short, Intermediate and longterm) for the action steps.
Current intermediate and long-term objectives
Business Attraction
new business growth to diversify the Fountain Hills
Intermediate
1) Implement office recruitment strategies
2) Initiate a higher education feasibility study
3) Initiate a healthcare and wellness feasibility study
4) Identify and communicate with targeted business owners
5) Develop multi- day major events while ensuring viability of existing events
6) Implement a program to attract more group tours
Long-term
1) Identify opportunities to connect directly with retailers
2) Actively pursue a first class performance venue in Fountain Park
3) Explore feasibility and initiate strategies to expand hospitality facilities
Business Retention and Expansion
Goal: Retain and Expand existine businesses.
Intermediate
1) Utilize an electronic tool/system specific for business retention
2) Conduct annual economic summit to understand business needs and changes
Entrepreneurial Development
Goal:
center
Intermediate
1) Partner with business start-ups and mentoring
Foundational Maintenance
Goal: Ensure that the tools, systems, and structures effectively support economic growth.
Intermediate
1) Communicate incentives adopted by the Council to targeted businesses
2) Facilitate regulatory modifications to enhance economic development activities
Long-term
1) Adequately fund and maintain capital improvement projects
2) Collaboratively pursue funding strategies that meet current and future needs
Locational Catalysts
Goal: Revitalize and maximize the economic opportunities of
Long-term
1) Identify and mitigate land use restrictions and zoning within downtown
2) Identify and assess vehicular and pedestrian conflicts in downtown
3) Evaluate downtown parking quantity and quality
4) Ensure proper maintenance of downtown public and private infrastructure
5) Support a diversified retail and restaurant mix in the Downtown Avenue District
6) Establish a vision for future commercial corridors beyond downtown.