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File #: 20-270    Version: 1 Name:
Type: Study Session Item Status: Agenda Ready
File created: 6/5/2020 In control: Town Council
On agenda: 6/11/2020 Final action: 6/11/2020
Title: Study Session to: 1) present analysis of Experience Scottsdale by an independent destination marketing consultant, DMOproz; and 2) discuss draft terms for Town renewal of its contract with Experience Scottsdale for marketing and tourism services.
Attachments: 1. Draft Analysis of the Efficacy of Experience Scottsdale from a Paradise Valley Perspective by DMOproz, 2. Presentation - Experience Scottsdale Contract Renewal Study Session 061120 sm
TO: Mayor and Town Council

FROM: Jill Keimach, Town Manager
Andrew Miller, Town Attorney
Doug Allen, Finance Director

DATE: June 11, 2020

CONTACT:
Staff Contact Jill Keimach, 480-348-3533
End

AGENDA TITLE:
Title
Study Session to: 1) present analysis of Experience Scottsdale by an independent destination marketing consultant, DMOproz; and 2) discuss draft terms for Town renewal of its contract with Experience Scottsdale for marketing and tourism services.
Body

BACKGROUND:
The Town approved a five year contract in June 2010 with the Scottsdale Convention and Visitors Bureau (dba Experience Scottsdale) to "promote the Town's hospitality industry for the purpose of bringing additional business to the Town's hospitality industry." The agreement focused on the annual Destination Marketing Guide to promote Paradise Valley's resorts and also included a set of parameters to be met annually.

The compensation under the June 2010 contract started with $900,000 in FY10/11; $925,000 FY12/13 and $950,000 in FY13/14. Thereafter the compensation increased to a formula "equal to 40.9% of the Town tax collection upon the business activity of any hotel in the Town charging a tax on transient lodging during FY11/12" (two years in arrears). The 40.9% calculation was based on using 100% of the .4% increase in Transient Lodging Tax that was approved in the contract year of 2010 plus a 1/3 of the Town's 3% existing bed tax.

The following represents the actual annual transfer of funds from the Town to Experience Scottsdale during the first contract period.

FY2010-11 $900,000
FY2011-12 $925,000
FY2012-13 $950,000
FY2013-14 $1,000,000 40.9%* of Town FY2011-12 transient lodging tax (bed tax)
FY2014-15 $1,115,708 40.9%* of bed tax received FY2012-13

The Town of Paradise Valley and Experience Scottsdale extended the June 2010 contract by signing a 5-year contract renewal covering the period from July 1, 2015 through June 30, 2020 that inc...

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