Carefree Truth
Issue #552, March 6, 2017
The overall marketing strategy is to create year round programs that revitalize and re-energize the image of the town and attract a consistent flow of visitors with disposable income to support local businesses. These events should also provide a point of pride for Carefree and Foothills residents and attract potential future Carefree residents and/or new businesses, supporting the economic development plan.
The target market includes the 82,000 residents in the Northeast Valley trade area, including families. This is an affluent area with an annual income of over $100,000. Most adults age 35 and up are college educated. They tend to dine, shop, play golf, and hike. Visitors to the Valley of the Sun are also part of the target market, as are owners of proven businesses.
The economic development plan targets new concept restaurants, breweries, resorts and hotels, and viable retail to support the increasing population. The Town will advertise in local business publications and regional editions of major publications and will explore the use of social and digital media. Communications from the Mayor will also be released.
The forecasted 2017-2018 marketing budget covers events/festivals, print and digital media marketing, creative design/content, and contracts with Ray Villafane. The $455,000 total is approximately the same as last year. These are expenses only. The Town is currently developing models to help offset expenses and reduce costs while looking for savings in other areas of the budget.
Seasonal events and festivals help to establish and strengthen the Town's image, while also engaging local residents in their community. They attract and introduce new visitors and potential new businesses to the area and provide a vehicle to sell town attributes one-on-one to these visitors. The events also support local businesses by providing new sources of revenue.
The economic development vision is to be "the" vibrant social and cultural hub of the North East Valley. The 2017-2018 Event Calendar includes a "Fall Experience", a "Winter Experience" and a "Spring Experience". October-November will feature the Enchanted Pumpkin Garden Festival. December-February will feature the Christmas Festival/Winterfest. March-May is yet to be determined. Signature third party vendors will be interspersed throughout these months.
Each event will be built around a creative and unique program with a seasonal theme. Ray Villafane will be utilized to create excitement and interest. Town sponsored event time frames will be increased to avoid short term spikes, and the number of events will be limited to maintain a consistent high quality and image. These events will provide participation opportunities for local organizations. Contract workers will be utilized for implementation as opposed to relying on volunteers. Ways will be found to lessen the financial burden on the Town by creating revenue generating opportunities within each event. A Town of Carefree information booth will be present at all events.
The unique, high quality, sustainable Fall Experience can continue to grow annually, generating local and national publicity. The Town will secure existing sponsors and will approach new sponsors. New vendors that work within the overall theme will be brought in, and new activities will be created to keep it fresh. The Winter Experience will build on the success of the Christmas Festival, extending the traditional 3 day event into one that lasts 3 weeks. A new comprehensive plan will be developed that incorporates a possible Santa snow zone, a tree lighting ceremony, a European open-air market, etc. A new Spring Experience will be developed for the Gardens in 2018.
All third party vendors will be evaluated to determine which can provide the highest quality culinary, entertainment, etc. experience. The Town will determine the ideal number of third party festivals. These events must support the overall Town mission but are not funded, developed or executed by the Town.
Ancillary events are small programs, classes or events of less than 1,000 guests. They must support the community and build partnerships, while providing resources to our residents and local visitors. The target market for ancillary events includes local non-profit supporters, the "sustainability circle" (ages 35 and up with a household income of $100,000+) and potential viable businesses such as restaurants, specialty shops, tech, etc. The Town will continue to accept applications and evaluate these based on availability and overall appropriateness. These include concerts, farmers markets, non-profit requests, culinary, and garden events, etc.
Click below to watch the presentation video.
Issue #552, March 6, 2017
The overall marketing strategy is to create year round programs that revitalize and re-energize the image of the town and attract a consistent flow of visitors with disposable income to support local businesses. These events should also provide a point of pride for Carefree and Foothills residents and attract potential future Carefree residents and/or new businesses, supporting the economic development plan.
The target market includes the 82,000 residents in the Northeast Valley trade area, including families. This is an affluent area with an annual income of over $100,000. Most adults age 35 and up are college educated. They tend to dine, shop, play golf, and hike. Visitors to the Valley of the Sun are also part of the target market, as are owners of proven businesses.
The economic development plan targets new concept restaurants, breweries, resorts and hotels, and viable retail to support the increasing population. The Town will advertise in local business publications and regional editions of major publications and will explore the use of social and digital media. Communications from the Mayor will also be released.
The forecasted 2017-2018 marketing budget covers events/festivals, print and digital media marketing, creative design/content, and contracts with Ray Villafane. The $455,000 total is approximately the same as last year. These are expenses only. The Town is currently developing models to help offset expenses and reduce costs while looking for savings in other areas of the budget.
Seasonal events and festivals help to establish and strengthen the Town's image, while also engaging local residents in their community. They attract and introduce new visitors and potential new businesses to the area and provide a vehicle to sell town attributes one-on-one to these visitors. The events also support local businesses by providing new sources of revenue.
The economic development vision is to be "the" vibrant social and cultural hub of the North East Valley. The 2017-2018 Event Calendar includes a "Fall Experience", a "Winter Experience" and a "Spring Experience". October-November will feature the Enchanted Pumpkin Garden Festival. December-February will feature the Christmas Festival/Winterfest. March-May is yet to be determined. Signature third party vendors will be interspersed throughout these months.
Each event will be built around a creative and unique program with a seasonal theme. Ray Villafane will be utilized to create excitement and interest. Town sponsored event time frames will be increased to avoid short term spikes, and the number of events will be limited to maintain a consistent high quality and image. These events will provide participation opportunities for local organizations. Contract workers will be utilized for implementation as opposed to relying on volunteers. Ways will be found to lessen the financial burden on the Town by creating revenue generating opportunities within each event. A Town of Carefree information booth will be present at all events.
The unique, high quality, sustainable Fall Experience can continue to grow annually, generating local and national publicity. The Town will secure existing sponsors and will approach new sponsors. New vendors that work within the overall theme will be brought in, and new activities will be created to keep it fresh. The Winter Experience will build on the success of the Christmas Festival, extending the traditional 3 day event into one that lasts 3 weeks. A new comprehensive plan will be developed that incorporates a possible Santa snow zone, a tree lighting ceremony, a European open-air market, etc. A new Spring Experience will be developed for the Gardens in 2018.
All third party vendors will be evaluated to determine which can provide the highest quality culinary, entertainment, etc. experience. The Town will determine the ideal number of third party festivals. These events must support the overall Town mission but are not funded, developed or executed by the Town.
Ancillary events are small programs, classes or events of less than 1,000 guests. They must support the community and build partnerships, while providing resources to our residents and local visitors. The target market for ancillary events includes local non-profit supporters, the "sustainability circle" (ages 35 and up with a household income of $100,000+) and potential viable businesses such as restaurants, specialty shops, tech, etc. The Town will continue to accept applications and evaluate these based on availability and overall appropriateness. These include concerts, farmers markets, non-profit requests, culinary, and garden events, etc.
Click below to watch the presentation video.
Lyn Hitchon
Prepared by Carefree Truth
Visit our website at www.carefreetruth2.com If you know anyone who would like to be added to the Carefree Truth email list, please have them contact me. Feel free to share Carefree Truth with others on your list.
Visit www.carefreeazbusinesses.com to see more info about businesses in Carefree. Please support our merchants.
Prepared by Carefree Truth
Visit our website at www.carefreetruth2.com If you know anyone who would like to be added to the Carefree Truth email list, please have them contact me. Feel free to share Carefree Truth with others on your list.
Visit www.carefreeazbusinesses.com to see more info about businesses in Carefree. Please support our merchants.