Manhattan Subways for Several Weeks Wrapped With Scottsdale’s Message.
The Scottsdale Convention and Visitors Bureau is working overtime to get people from the east coast to the southwest. In a recent March 2013 awareness campaign, subway cars in Manhattan were covered in vinyl decor with images of cacti, mountains, golf courses and dreams of Scottsdale. The visitors bureau works constantly on planting the seed for people to come to our neck of the woods in an attempt to funnel some outside cash into our local economy.
The local hospitality and hotel industry including furnished apartment communities here in Scottsdale, all have much to benefit from this type of campaign. It has been explained that if only 200 people decide to come to Scottsdale from this ad, it was well worth the money spent. An average of 3.3 days and/or $350 is spent when someone visits our city on their accommodations alone. Paired with just a bit of shopping, this means some considerable revenue for the city and businesses alike.
When the discussion about the $225,000 ad spend for the campaign came about, there was much to be questioned. Is there any verifiable metric that can gauge if a strategy such as this worked? Can this turn into a few more furnished apartment seekers? “We want to get Scottsdale in people’s consideration set,” Ms. Stoeckel from the Scottsdale CVB stated. “It’s giving people the idea of coming here. That’s sometimes the hardest thing.” While this may have planted a few seeds, the question remains. Will they grow?
As Scottsdale sees a boost in tourism heading into the peak season, it’s hard to say if we will see many New Yorkers or not. We do get travelers from all over the globe during the winter season. Whether they are escaping the snow or are just here to get a good 18 holes in is no matter. One thing is for sure, we will gladly welcome them to come stay at our furnished apartments in Scottsdale at Scottsdale Park Suites.
Images by Benjamin Norman for the New York Times.