Program and results during fiscal year 2015 as well as goals and objectives for fiscal 2016. I oversaw the marketing, advertising, online marketing and public relations (pages 4-11) portions along with supporting travel trade, meetings, visitor services and community relations.

1. FLAGSTAFF CONVENTION & VISITORS BUREAU
211W.AspenAve. | Flagstaff,AZ 86001 | 928.213.2910 | 800.217.2367
Annual Report
&MarketingPlan
FY2015
FY2016
Flagstaff Convention & VisitorsBureau

2. 1FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
Convention and Visitors Bureau
To develop, promote and maintain Flagstaff
as a year-round destination with professional
visitor services that will benefit the community
economically, environmentally and socially.
Visitor Center
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.
Convention and Visitors Bureau
Flagstaff is recognized as the destination
for all seasons.
Visitor Center
Flagstaff Visitor Center is recognized for
providing exceptional visitor services.
2 | Industry Stats
4 | Marketing
6 | Advertising
8 | Online Marketing
10 | Public Relations
11 | Film
12 | Travel Trade
14 | Meetings
and Events
16 | Visitor Services
18 | Community
Relations
20 | Budget
21 | Directory
This year has been full of exciting and award winning destination marketing programs,
but that was just the tip of the iceberg for what the Flagstaff Convention and Visitors
Bureau (CVB) had in store for industry partners.With innovative promotions such as
the Flagstaff Cool Zone located in the heart of our top inbound market, to collaborative
sales efforts that promote rural travel, the staff have been hard at work promoting all
that Flagstaff has to offer; and the results of these efforts are showing.
During FY 2015 Flagstaff continued to improve in all key tourism indicators; 8.1%
increase in Occupancy,15.8% Revenue Per Available Room (RevPAR) and an amazing
10.7% increase in tourism tax revenues. These record breaking achievements could
not have been reached without the help of our area partners.With the support of the
entire community, tourism has been acknowledged as the top economic driver for our
community, and we plan to continue this trend.
After a yearlong visitor intercept study, the CVB created an updated Flagstaff Visitor
Profile with visitor demographic highlights. This profile data along with other indicators
are being used to better target travelers and extend the reach of sales and marketing
campaigns. Each year we strive to benefit Flagstaff residents and visitors alike through
improved tourism tax revenues and collaborations.
This coming year the CVB has many new promotions planned which highlight Flagstaff’s
unique assets and provide the opportunity for partners to participate in several ways.
To begin with, the success of the Flagstaff Cool Zone will be expanded into an overall
#VisitCool valley-wide promotion for the year, and we are planning for the 90th
Anniversary of the Mother Road with 66 Kicks on Route 66, as well as launching the
Flagstaff Selfie Trail that encourages sharing of iconic images throughout the city.
Our work at the CVB continues to make a positive impact on Flagstaff’s economy and
it’s our privilege to share our accomplishments and plans with you.
Best regards,
Heidi Hansen
Economic Vitality Director
Executive Summary
Mission Statement
Vision
Contents

3. 2 3FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
FY15
The CVB tracks industry trends and statistics in order
to make well-informed decisions on different marketing
strategies, from media type to type of traveler.Industry Stats
40%
49%
11%
Arizona
Phoenix 18%
Scottsdale 8%
Mesa 7%
Gilbert 6%
Glendale 6%
Other
US States
California 11%
Texas 4%
Illinois 3%
Colorado 2%
Nevada 2%
International
UK 27%
Canada 25%
Australia 7%
France 6%
Germany 5%
1
2
3
5 46
Visitor Origin
VisitorTop Activities
USTA Forecast: Domestic travel [number of visitors] increase
of1.8%, international travel increase of 4.2% and 2016 travel
expenditures up 4%. (USTravel Association, July 2015)
Recognition
2014 Hermes Creative Awards
Gold Award: Outdoor Advertising
Flagstaff Cool Zone
2014 Hermes Creative Awards
Gold Award: Facebook Promotion
Flagstaff Advent Calendar
In FY 2015, BBB tax collections increased
10.7% for a total of $6,981,772.
20,287 arrivals / 20,271departures
increase of 4.7%
68,534 enplanements
increase of 12.5%
63% Dining
36% Shopping
31% Route 66 Nostalgia
30% HikingTrails
8% Nightlife
7% Special Events
7% Wildlife/BirdWatching
7% GuidedTour
7% Attending Meeting
7% Visiting Art Galleries
5% Snowplay
Tourism Industry Measures
RevPAR
ADR
Occupancy
STR 2016
Forecast
RevPAR 5.8%
ADR 5.0%
Occupancy 0.8%
0
10.0
12.0
14.0
16.0
-6.0
-8.0
-2.0
-4.0
2.0
4.0
6.0
8.0
FY2010
FY2011
FY2012
FY2013
FY2014
FY2015
FY2016
-10-505101520

4. 4 5FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
FY15
The CVB utilizes a mix of traditional, online, experiential
and outdoor placements to gain maximum exposure to
Flagstaff and drive visitation.
Marketing
FY16
Goals Marketing
ž Continue strategic collaboration between visitor services, sales, public
relations and marketing programs to create a cohesive destination message.
ž Improve depth of image library through photo/video shoots and increase
use of visual content for marketing purposes.
ž Implement an innovative, comprehensive and aggressive media plan in
targeted markets utilizing a mix of advertising media.
Created updated trade show
boothand table top displays with
reimaged branding and photography.
Consumer Shows
August 2015
Arizona Get Outdoors Expo
August 2015
Arizona League of Cities
November 2015
AAA Travel Show
November 2015
Las Vegas Snow Jam
March 2016
San Francisco Travel &
Adventure Show
Produced the Flagstaff
Cool Zone,a yearlong outdoor
placement in Phoenix including
1,200square feet of imagery
and live temperature display,
receiving more than 4 million
impressions for the year.
Distributed150,000Flagstaff
Visitor Guidesincluding19,206
fulfillments and 6,432online requests.
Countries of Origin
US, Canada, Germany, UK, Australia
States of Origin
California, Arizona,Texas, Florida, NewYork
TOP
5
Flagstaff Convention &Visitors Bureau
flagstaffarizona.org
FLAGSTAFFitinerary plaNNing guide
Explore
ENGLISH
Redesigned 8
Explore Flagstaff
Guidesand translated
into French, Spanish,
German, Japanese,
Chinese, Portuguese
and Italian.
Hosted #dbacks_coolzone Instameet
with 50participants, 358likes and120
new followers.
Held 5 activationsat the Cool Zone.

5. 6 7FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
FY15
With the Super Bowl taking place in Arizona, the CVB
enhanced online and print efforts with in-flight video and
airport advertising.Advertising
Capture My Arizonaphoto contest
resulted in 343photo entries and
16,646votes.
Ads seen in NewYork
Times Squareon the
ABC’s GoodMorning
America screen.
Promoted Flagstaffto
Arizona Bowl Game travelers.
Produced75print ads,
292online ads and 4
video/pre-roll ads.
Conducted 3 video
production shoots
including winter, NAU
and fall colors.
Placed American Airlines in-flight
video advertising.
Created flagstaffarizona.org/bowl-season landing
page with Super Bowl travel and event information,
generating 1,245views.
Hosted Arizona Super Bowl Host
Committee mascot“Spike” 2 times.
Produced 3 Phoenix Light
Railsand 3 Metro Bus wraps
in addition to 4 Phoenix Sky
Harbor Airport terminal 4
backlit sign boards.
Placed ad in NFL Pro Bowl Official
Game Day Program.
tablet ad goes here
FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN

6. 8 9FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
FY15
The CVB engages visitors through a variety of interactive
elements, including the website which is the lead call to
action on all placements.OnlineMarketing
WebsiteVisits
byTrafficType49.7% Organic
14.8% Direct
13.7% Referral
12.5% Paid
7.2% Other
2.1% Banner
FY16
Goals Online Marketing + Social Media
ž Increase fan/follower social media and website engagement by 3%.
ž Utilize blog posts across platforms to generate more relevant content.
ž Implement direct to hotel online booking engine.
366,955sessions,1,203,394page views
with 2:51average visit duration
flagstaffarizona.org
flagstaff365.com
79,373sessions
240,791page views
Thank you so much for offering this service [Flagstaff Happenings]. It is great
having this at our fingertips. Love this place in which we are so blessed to live and to share
with guests. Di and Dick Thorson, Alpine Stone Cottage
9.6% increase
in Facebook fans
[50,879 fans]
17.6%increase
inTwitterfollowers
[6,193 followers]
36%increase
in YouTube views
[129,175 views]
Launched new
Instagram page
[1,094 followers]
20Geocache visits
permonthpercache
[417 total visits]
Developed Flagstaff Advent
Calendarfeaturing 24 days of
pre-Christmas offers receiving
3,750views.
Implemented online direct to
hotel booking enginereceiving
2,616 hotel referrals in the
first month.
Installed FlagstaffWebcam
at theVisitor Center
52.3%of visits from a desktop
32.3%of visits on a mobile phone
15.4%of visits on a tablet
TOP
5
Countries of Origin US, Canada, UK, Mexico, Germany
States of Origin Arizona, California, Nevada,Texas, Illinois
PagesVisited Things to Do, Fourth of July, Historic Route 66
Tour, Accommodations, Fall Colors
Developed 20 unique landing
pages, 6 hubs and 1 microsite

7. 1110
Assisted with 78 pieces of editorial coverage.
Earned PRValue $4,048,525
Total circulation of earned media 183,401,579
Hosted 78 journalists, 24 domestic and
54 international, on 32 individual press trips
and 6 group trips.
FY15
The public relations program works directly with media,
pitching story ideas, hosting press trips and responding
to inquiries to garner positive editorial coverage.Public Relations
Hosted 11 productionsincluding The Great FoodTruck Race and
Hotel Impossible, assisted with 41 film and media inquiries.
Thank you so much for your cooperation with our Japanese TV travel documentary
program. With your help we could videotape more than expected and included valuable
information of Flagstaff. I am looking forward to working with you and visiting Flagstaff
again in the future. Mika Yamamoto, Bonobo Communications Inc
Developed film and media permitting process
Met with a total of
421 journalists.
Produced 11 issues ofInfoBytes
distributed with an average open rate
of 29.6%.
Distributed 6 Notefromthe
Director e-newsletters with an
average open rate of 34.8%.
FY16
Goals Public Relations
ž Increase CVB-assisted editorial pieces
generated by 5%.
ž Increase percentage of domestic outlets
vs. international in regards to total media
hosted.
August 2015
Book Passages Travel
Writer Conference
September 2015
New York Media Mission
October 2015
Society of America Travel
Writers (SATW) Annual
Conference
November 2015
Australia Media Mission
Toronto Media
Marketplace
Travel+Tradeshow Schedule
March 2016
San Francisco
Media Mission
May 2016
Germany and France
Media Mission
June 2016
IPW
Film
OCTOBER 2014
USAToday’s 10 Best (#6)
“Best College-townWeekend”
AUGUST 2014
ParadeMagazine finalist for
“America’s Best Main Street”
moneycrashers.com’s list of
“10 Best AmericanVacation
Towns to Live InYear-Round”
Recognition
FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN

8. 12 13FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
FY15
The CVB provides guidance and assistance to travel
trade professionals around the world to increase
product inventory and travel to Flagstaff.Travel Trade
ž Continue to connect with stakeholders holding a minimum of 50 meetings.
ž Continue to track leads generated through sales missions and day-to-day
correspondence by utilizing our economic impact calendar to show
overall revenue generation.
ž Meet with a minimum of 300 tour operators through FAM tours, trade
shows and sales missions in our target markets. These meetings will
showcase all our Flagstaff offerings and following each mission we will
prepare trip reports to all stakeholders.
FY16
Goals TravelTrade
Generated 39 leads resulting in12,837
room nights with an economic impact of
$4,710,560.
July 2015
Los Angeles
Sales Mission
September 2015
French Sales Mission
October 2015
Arizona Showcase
Hermosillo, Mexico
November 2015
World Travel Market
London, UK
Travel+Tradeshow Schedule
January 2016
American Bus Association
February 2016
Go West Summit
March 2016
Australian Sales Mission
April 2016
Las Vegas Sales Mission
June 2016
IPW
Provided 13 FAM toursfor 48 Travel
Trade professionalsfrom US, Mexico,
Brazil, UK, France, China and Japan.
Secured 8 new itinerarieswith 6
Australian tour operators.
US Based
Receptive51.3%
23.2% Domestic
Operator
International
Operator15.4%
Other10.1%
Leads
by Segment
Met with50stakeholders
for meetings and property
site tour updates.
Increased Student tour
activity with the addition
of 3new groups.
I will have 5 groups travelling through Flagstaff in January. We’ve gone from 1 to
3 to 4, now to 5! Thanks again for all of your help and support. I’m looking at ways to
utilize more of your partners for our groups.
Product Manager, Student Tour Company, Melbourne, Australia

9. 14 15FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
FY15
The meetings and events program promotes Flagstaff as
a premier meetings destination by working directly with
meeting planners and event organizers.
Meetings+Events
ž Continue to track leads generated through sales missions and day-to-day
correspondence by utilizing our economic impact calendar to show
overall revenue generation.
ž Continue to update meetinflagstaff.org website and online resources to
better meet the needs of potential meeting planner inquiries.
ž Conduct 1:1 Sales Meetings with a minimum of 30 stakeholders for
the year.
ž Increase Meeting and Event bookings with a 2% increase in leads.
FY16
Goals Meetings+Events
Generated 81 leadsresulting in 56
bookingswith 11,620 room nightsand an
economic impact of $3,082,663.
CreatedTwitter
presence with
@meetinflagstaff
as well as unique online
presence with
meetinflagstaff.org.
August 2015
AZMPI EduCon Connect
Marketplace
September 2015
Small Market Meetings
October 2015
Destination Arizona
Navajo Nation Sales
Mission
Travel+Tradeshow Schedule
November 2015
Phoenix Sales Mission
January 2016
Diversity Marketplace
April 2016
Phoenix Sales Mission
June 2016
Phoenix Sales Mission
Government/
Public
Adminstration20.7%
18.3% Third Party
14.6%
13.4%
12.2%
8.6%
8.6%
1.2%
1.2%
1.2%
Travel Agent
Sports Group
Local/Social
Association
Religious
Other
Not for Profit
Corporate
Meetings
by Segment
including Resource Modeling Association
Conference, Arizona Airports Association
Conference and the Arizona Historic
Preservation Conference.
41assists
MONTH 2015
SuccessfulMeetingsMagazine’s
2015 Pinnacle Award
Voted by the readers based on the
quality of service the Flagstaff CVB
provides to discerning meeting and
incentive travel planners.
Recognition
Launched destination wedding
campaignand websitewith
1,764 page views.
Developed destination video
for meeting plannersto utilize in
promoting Flagstaff conferences.

10. 16 17FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
FY15
The Visitor Center provides excellent customer service
to visitors and the community while assisting them with
area information to help make their stay memorable.Visitor Services
ž Increase Walk-ins by 1% through enhanced programming.
ž Add three new events in addition to National Train Day to increase
visitation and community involvement.
ž Increase Visitor Center involvement with stakeholders and community,
allowing for higher levels of customer service by attending FLRA
(Flagstaff Lodging & Restaurant Association) and DBA (Downtown
Business Alliance) meetings on a regular basis.
ž Commemorate the 90th anniversary of the Train Station in conjunction
with National Train Day 2016.
ž Continue to monitor and measure Trip Advisor satisfaction ratings of
the Visitor Center.
ž Improve quality and functionality of the station platform.
FY16
Goals Visitor Services
Helpful staff TripAdvisor 5 out of 5 stars
The staff at the Visitor Center were very knowledgeable and helpful in planning my
stay in Flagstaff. They provided all the information I needed to make the most of my trip.
They also have some coupons to save money on a number of the attractions. In all well worth
stopping by at the beginning of your visit to make the most of it. Reviewed July 29, 2015
Provided service to 88,383walk-ins,
an increase of 4%.
4.5out of 5averageTripAdvisor rating
Received a Certificate of Excellence
fromTripAdvisordue to consistently
positive reviews. ContinuedVisitor Center Referral Program
with hotels collecting179 cards.
FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
Developed Flagstaff Chocolate Walk, increasing
day-of visitation by 270%, selling 557passports and
generating $1,954;donated to UnitedWay of Arizona.
Stamped 1,478 Route 66 Passports,
an increase of 15%.
RefreshedVisitor Center appearance
with new wall photos, exterior paint and
interior upgrades.
America the Beautiful pass sales
increased by 19%.

11. 18 19FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
FY15
The CVB staff actively participates in our local community
and region and continues to share our message about the
quality of life our industry provides Flagstaff.Community Relations
ž Continue to partner with the AOT, AzLTA, Convention and Visitor
Bureaus, Chambers of Commerce and all other memberships that
are pertinent to the growth of our programs in Flagstaff.
ž Continue to participate on local board, alliances and such to spread the
message about Flagstaff and what tourism means to our quality of life.
FY16
Goals Community Relations
Arizona Lodging andTourism Association
Joanne Hudson
2014Tourism Employee of theYear
2014 City Manager’s Excellence Awards
CVB andVisitor Center Staff
Agassiz Award for Communication
RecognitionHosted MarketInsights:The
FlagstaffVisitorProfile stakeholder
breakfast highlighting newly released
profile sheet and research data.
HeldTourismCelebrationfeaturing
the newly released video series and
marketing plan/annual report.
Conducted 24 local, regional and national
speaking engagements on behalf of Flagstaff.
Served on 18 boards and organizations.
Met with 74 attendeesat Director’s Coffee
Klatch meetings.
Nominated Henry and Sam
Greenof the Weatherford Hotel for
the Arizona GovernorsTourism
Award for Historic Preservation,
which they won.
The CVB led a community
voting effortfor the Outside
Magazine“BestTowns”
competition, which Flagstaff
placed 7th.
FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN

12. 20 21FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN FLAGSTAFF CONVENTION & VISITORS BUREAU | FY 2015 ANNUAL REPORT/ FY 2016 MARKETING PLAN
STAFF
ECONOMIC VITALITY
DIRECTOR
Heidi Hansen
928.213.2905
hhansen@flagstaffaz.gov
ADMINISTRATIVE SPECIALIST
Carrie Nelson
928.213.2919
cnelson@flagstaffaz.gov
MARKETING AND PUBLIC
RE LATIONS MANAGER
Heather Ainardi
928.213.2916
hainardi@flagstaffaz.gov
COMMUNICATIONS
SPECIALIST/
FILM COMMISSIONER
Joanne Hudson
928.213.2922
jhudson@flagstaffaz.gov
CREATIVE SERVICES
LEADWORKER
Ralph Schmid
928.213.2925
rschmid@flagstaffaz.gov
CREATIVE SERVICES
SPECIALIST
Jennifer Schaber
928.213.2917
jschaber@flagstaffaz.gov
CREATIVE SERVICES
SPECIALIST
Michael Russell
928.213.2918
mrussell@flagstaffaz.gov
SALES & MARKETING
MANAGER-TRAVEL TRADE
Joyce Lingenfelter
928.213.2915
jlingenfelter@flagstaffaz.gov
SALES & MARKETING
MANAGER-MEETINGS
& EVENTS
Jessica Young
928.213.2920
jyoung@flagstaffaz.gov
VISITOR CENTER
MANAGER
Jessica Lawrence
928.213.2955
jlawrence@flagstaffaz.gov
VISITOR CENTER STAFF
Marsha Almarez
Andy Boyd
Anna Good
Kevin Moriarty
Carolyn Pinnick
Craig Rose
FLAGSTAFF TOURISM
COMMISSION
CHAIR
Ruben Abeyta
VICE CHAIR
Debbi Grogan
Dino Dullbson
Ben Murphy
Lori Pappas
Susan Shields
FLAGSTAFF CITY COUNCIL
MAYOR
Jerry Nabours
VICE MAYOR
Celia Barotz
Karla Brewster
Coral Evans
Jeff Oravits
Scott Overton
Eva Putzova
FLAGSTAFF CONVENTION
AND VISITORS BUREAU
211 W.Aspen Ave.
Flagstaff, AZ 86001
928.213.2910
800.217.2367
928.556.1305 fax
flagstaffarizona.org
cvb@flagstaffaz.gov
VisitFlagstaff
Flagstaff Convention
and Visitors Bureau
FLAGSTAFF VISITOR CENTER
HISTORIC TRAIN STATION
One E. Route 66
Flagstaff, AZ 86001
928.213.2951
800.842.7293
928.556.1308 fax
flagstaffarizona.org
visitorcenter@flagstaffaz.gov
FLAGSTAFF CITY HALL
211 W.Aspen Ave.
Flagstaff, AZ 86001
928.213.2000
flagstaff.az.gov
FY16Budget Directory
Marketing
& Promotions
50%
Visitor Services
Public Relations
Milligan House
General Administration
Train Station
13%
13%
1%
11% Sales
6%
5%
0% Film
FY 2016 Budget Allocations
The Flagstaff hospitality industry is a significant economic driver for the
region, generating more than 7,311 jobs and delivering nearly $460 million
in direct spending annually. Tax revenue collected from this industry, specifically
the bed, board and booze (BBB) tax of 2%, directly enhances the quality of life for local
residents and creates a vibrant community for travelers to visit.The CVB receives 30%
of the BBB tax to promote Flagstaff as a premier travel destination through marketing,
sales and public relations efforts while providing professional visitor services.