MEMORANDUM - City of Scottsdale
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Item 3
Tourism & Events Department
7447 E. Indian School Road, Suite 301
Scottsdale, AZ 85251
Karen Churchard, Director
480.312.2890
MEMORANDUM
To: Chairwoman Linda Dillenbeck
Members of the Tourism Development Commission
From: Karen Churchard, Tourism & Events Director
Date: March 16, 2021
Subject: Experiential Tourism Assessment
Last year in partnership with Experience Scottsdale, the city began working through a sole
source agreement with expert Joe Vento of Vento Collaboratory for a city-wide tourism
experiential assessment that will help provide a clear picture of our city’s current tourism
destination product experiences.
As a reminder, on a few occasions I updated the TDC of this potential project that began after I
had the opportunity to travel to Madison, WI in the Fall of 2019 to attend Joe’s “Experience
Lab.” Joining me was Sarah Kearney with Experience Scottsdale, where we both learned about
and experienced firsthand what Joe helped to create there known as “Essential Madison
Experiences.”
It was an amazing experience and learning opportunity. And, what struck me were 1) this is
what our last Tourism Strategic Plan was trying to get the city and our tourism industry to do;
and 2) Wow, I am learning a lot about Madison because each experience weaved in the story of
the city.
Following our travels, we embarked on this two-phased project that is designed to provide a
framework of strategies, ideas and insights for the city and Experience Scottsdale to engage
Scottsdale businesses in developing new and innovative experiences and products for our
visitors and residents to enjoy.
I am excited about this project - and the timing is ideal - as the city works through our updated
General Plan, the economic development department finalizes its strategic plan in the next
month or two, and as the Tourism & Events Department with TDC input embarks on a new
tourism strategic plan, which the experiential assessment will be a key piece.The assessment phase has just been completed, which included in-person as well as virtual meetings with Scottsdale businesses, two focus groups with tourism industry stakeholders and a full destination assessment report of the findings, which is attached for your review and information. Last week we began the second phase of the project, the Experiential Development process, where Veneto Collaboratory will work directly with Scottsdale area attractions, cultural organizations, retail entities and hospitality-related businesses to design, develop, and deliver unforgettable customer experiences. The result will be a dozen branded Scottsdale experiences that have been developed or transitioned from being informational into immersive destination activities that our residents and visitors can enjoy, which will assist the city in developing product that Experience Scottsdale will brand and promote to drive visitation, generate economic development, and help maintain a sustainable tourism landscape. Joe Veneto will join us at the TDC meeting to provide an overview of the assessment findings. Attachment: Experiential Tourism Assessment Report
Item 3a
P.O. Box 692359 Quincy, MA 02269 PHONE: 617-786-9096 FAX: 617-786-1081
WEBSITE: venetocollaboratory.com EMAIL: joe@venetocollaboratory.com
CITY OF SCOTTSDALE
EXPERIENTIAL TOURISM
ASSESSMENT REPORT
SCOTTSDALE, AZ
FEBRUARY 2021
BY JOE VENETO
VENETO COLLABORATORY
(617) 786-9096EXPERIENTIAL ASSESSMENT
TABLE OF CONTENTS:
PROJECT OVERVIEW AND SITUATIONAL APPRAISAL ............................................................................3
ASSESSMENT ORGANIZATION RECAP .....................................................................................................6
KEY FINDINGS – EXECUTIVE SUMMARY ................................................................................................7
FOCUS GROUP FINDINGS ………………………………………………………………………………9
EXPERIENCES FOR DEVELOPMENT …………………………………………………………………..10
NEXT STEPS ...........................................................................................................................................12
ADDENDUM:
ASSESSMENT NOTES AND PARTNER MEETINGS ………………………………………………………14
FOCUS GROUP FINDINGS …………………………….………………………………………………...37
2|PageCITY OF SCOTTSDALE
ASSESSMENT REPORT
PROJECT OVERVIEW AND SITUATIONAL APPRAISAL
Veneto Collaboratory was engaged to conduct an Experiential Destination Assessment of the City. The
purpose was to accomplish the following objectives:
• Evaluate the Scottsdale tourism landscape based on the City’s brand essence: arts and culture,
outdoor desert nature, health and wellness, architecture, and design, culinary and retail.
• Assess the current state of the visitor experience and customer service at Scottsdale attractions and
businesses.
• Evaluate the current product offerings available to visitors and residents.
• Assess Old Town offerings and experiences to refresh and innovate current offerings.
• Recommend new products and experiences to build out and innovate Scottsdale’s visitor landscape.
• Present a session on “Engineering Unforgettable Experiences” to provide tourism partners ideas,
insights and strategies on visitor trends and market changes.
Assessing the City’s current offerings, experiences and landscape provide a snapshot of what’s working,
what needs to be improved and gaps, which are opportunities for ongoing innovation.
The Assessment also provides a framework to build on the City’s investments in infrastructure,
attractions, museums, Public Art, etc. and develop a deeper level of new experiences and offerings that
engage and immerse visitors at an emotional level.
The City’s investment in building a vibrant destination by preserving land at the McDowell
Conservancy, procuring, and displaying public art, building arts and cultural attractions etc. contribute to
great quality of life. However, the City’s story needs to be better told.
There are several narratives that need to be developed that would enable local residents and visitors to
carry the message about the City to others resulting in continued economic growth and development.
Narratives about the City’s quality of life, arts and culture, Public Art and the McDowell Conservancy
will provide greater promotion of the City and its assets.
In addition, as part of Scottsdale’s strategic recovery plan to assist local businesses, tourism attractions,
and cultural organizations, the City is working on a strategy to design and develop a group of new
engaging and immersive experiences to rebuild tourism and attract leisure visitors as well as locals to
Scottsdale.
As a result, the City of Scottsdale with its partner Experience Scottsdale have undertaken this strategic
initiative.
3|PageVeneto Collaboratory conducted an Experiential Destination Assessment of the City and reviewed a
select group of local attractions. These included:
➢ Blue Clover Distillery
➢ Fashions by Robert Black
➢ JoyRides AZ
➢ Knife and Fork Media
➢ Marcellino Ristorante
➢ McDowell Sonoran Conservancy
➢ Native Art Market
➢ Old Adobe Mission
➢ Puzzle Rides
➢ SALI – Scottsdale Arts Learning and Innovation
➢ Schmooze
➢ Scottsdale Artists’ School
➢ Scottsdale Arts
➢ Scottsdale ArtWalk
➢ Scottsdale Center for Performing Arts
➢ Scottsdale Fashion Square
➢ Scottsdale Public Art
➢ Scottsdale Segway Tours
➢ Scottsdale Wine Trail
➢ Scottsdazzle Scavenger Hunt
➢ Second Nature Clinic
➢ Sip and Savor Tours
➢ SMoCA – Scottsdale Museum of Contemporary Art
➢ Spa Lamar
➢ Taliesin West – The Frank Lloyd Wright Foundation
➢ Tea Time
➢ The Flower Bar
➢ The Merchantile of Scottsdale
➢ The Spice & Tea Exchange
➢ Ultimate Art & Culture Tours
➢ Valley Ho Hotel
➢ Vintage By Misty
➢ Western Spirit: Scottsdale’s Museum of the West
➢ Wild Bunch
➢ ZuZu at Hotel Valley Ho
On site visits were conducted in October 2020. The goal was to experience the destination and sites as a
visitor. This was followed up by virtual meetings with owners, principles, and senior staff at each of the
organizations.
In addition to evaluating Scottsdale sites and attractions, special attention was paid to identifying how
attractions and experiences appeal to travelers.
4|PageThe Assessment findings are designed to lay a foundation for destination development whereby the City
of Scottsdale, Experience Scottsdale, and selected Tourism Attraction Partners, working together, will
create a more vibrant tourism landscape that will drive visitation and economic development.
To reboot and grow the tourism economy, increase market share on a year-round basis, stay competitive,
and drive repeat visitation, Scottsdale and its attractions partners must create more engaging and
immersive experiences that will appeal to today’s experience junkie travelers.
5|PageASSESSMENT ORGANIZATION RECAP
The following is a list of organizations that were visited during the Assessment. As a first step, most of
the sites were visited unannounced to assess their experience as an actual visitor. Then, virtual follow-up
meetings were held with organization principals to discuss their current activities, visitation, and
openness to develop and innovate their offerings.
Scottsdale calls and site visits:
(v) = onsite visit
➢ Blue Clover Distillery
➢ Fashions by Robert Black
➢ JoyRides AZ (v)
➢ Knife and Fork Media
➢ Marcellino Ristorante (v)
➢ McDowell Sonoran Conservancy (v)
➢ Native Art Market
➢ Old Adobe Mission (v)
➢ Puzzle Rides
➢ SALI – Scottsdale Arts Learning and Innovation
➢ Schmooze
➢ Scottsdale Artists’ School (v)
➢ Scottsdale Arts (v)
➢ Scottsdale ArtWalk (v)
➢ Scottsdale Center for Performing Arts
➢ Scottsdale Fashion Square (v)
➢ Scottsdale Public Art (v)
➢ Scottsdale Segway Tours (v)
➢ Scottsdale Wine Trail (v)
➢ Scottsdazzle Scavenger Hunt
➢ Second Nature Clinic
➢ Sip and Savor Tours (v)
➢ SMoCA – Scottsdale Museum of Contemporary Art (v)
➢ Spa Lamar
➢ Taliesin West – The Frank Lloyd Wright Foundation (v)
➢ Tea Time (v)
➢ The Flower Bar
➢ The Frank Lloyd Wright Foundation (v)
➢ The Merchantile of Scottsdale
➢ The Spice & Tea Exchange (v)
➢ Ultimate Art & Culture Tours (v)
➢ Valley Ho Hotel (v)
➢ Vintage By Misty (v)
➢ Western Spirit: Scottsdale’s Museum of the West (v)
➢ Wild Bunch (v)
➢ ZuZu at Hotel Valley Ho (v)
6|PageKEY FINDINGS – EXECUTIVE SUMMARY
The following is an Executive Summary of findings and recommendations. The findings are based on
onsite visits, virtual appointments with executives and organization principals, and focus groups.
Scottsdale is an amazing destination with a wide diversity of assets. Highlights include the Western
frontier, desert/nature, arts and culture, culinary, sophistication, resorts, luxury, and urban city. There is
evergreen appeal to a wide variety of visitors and market segments.
• The visitor vibe is positive, people are helpful, museums and historic sites welcoming, and
restaurants/retail shops service-oriented even during the pandemic.
• Most current visitor offerings are show-and-tell; savvy travelers want local, authentic, engaging, and
immersive experiences that offer deeper, richer experiences.
• The experiences of tour operators in the City is uneven. Some operators provide detailed and
insightful information, while others skim the surface or miss details valuable for visitors entirely.
• After taking several different tours of the city, the pieces of Scottsdale’s “sense of place” started to
emerge. Operators need more quality control on their content narratives.
• Scottsdale has a variety of destination pillars that attract visitors and form the destination’s essence.
These include architecture, arts and culture, culinary, desert/nature, climate, wellness/lifestyle,
luxury, and Western frontier. These pillars provide a foundation for developing Scottsdale
experiences that are connected to local assets and attractions.
• The desert forms the foundation for Scottsdale’s “sense of place.” There needs to be more
experiential desert offerings that enable visitors to understand the desert and experience its role.
• Highlight, connect, and develop Scottsdale’s Western Heritage and History by building out Western-
themed offerings and experiences. For example, “A Western Walk in Old Town” of key sites.
• Art permeates the essence of Scottsdale. There are public art, museums, galleries, and ArtWalk,
which are all attractive, especially for cultural travelers. However, nobody is telling the complete
story of Scottsdale’s art scene to visitors and perhaps locals. There are opportunities to create new
art-focused experiences for visitors and locals.
• Scottsdale Arts and its various organizations provide an array of interesting programs that focus on
locals and events. There is an opportunity to develop a variety of new regularly scheduled
experiential offerings for visitors as well.
• Architecture is an important pillar of Scottsdale’s essence. There need to be regularly scheduled
visitor experiences with mid-century modern sites along with Taliesin West.
• Taliesin West, a UNESCO Heritage site, has much potential to create new experiential offerings
connecting people to the life and legacy of Frank Lloyd Wright.
• Culinary Tourism: Scottsdale is a foodie destination (including breweries, wineries, and distilleries).
Create unique culinary experiences beyond food tours and dining in restaurants.
• Scottsdale represents a “lifestyle” destination brand for both residents and visitors. Scottsdale’s
lifestyle appeal connects to the emotions, aspirations, and lifestyle of consumers. The City’s assets,
attractions, and retail venues create a powerful sense of belonging.
• In historic Old Town, the conditions of the buildings, facades, and upkeep vary from section to
section. In some areas, the condition of the sites is off- putting while in others it is well kept.
7|Page• Create a Visitor Center in Old Town that is multipurpose. Include visitor services along with space
for attractions, events, and retail.
• Leverage Scottsdale’s trails of wine, breweries, and coffee into unique point-of-sale offerings.
• Scottsdale’s retail landscape is diverse and offers a wide array of shopping. There is much
opportunity to move beyond retail transactions to develop new retail experiences for locals and
visitors.
• Wellness travel, post-pandemic, will be a growing visitor trend. Scottsdale’s natural environment,
amenities, weather, and resorts provide a perfect opportunity to position and grow the City’s market
share for wellness travel. Consider testing and launching a shoulder season wellness event.
• The City hosts a variety of citywide events throughout the year. Use these events to develop new
experiences that can be tested, incubated, and launched beyond the events.
• The operators, guides, and front-line staff need to be part of the City’s story-telling team by
incorporating Scottsdale’s story, attributes, and sense of place into their tours and experiences.
• Harvest Scottsdale’s Executive Brain Trust of experience, energy, and enthusiasm to transform the
tourism landscape and the City.
• Build Scottsdale’s international profile by becoming a UNESCO Creative City.
8|PageFOCUS GROUP FINDINGS
Veneto Collaboratory conducted two focus groups with individuals who are actively involved in
developing, promoting, and working in the City. The groups were conducted to gain ideas, insights,
thoughts and perceptions about the City, the current tourism landscape, and opportunities to make
improvements.
At the onset, people were asked to identify whether they were native to Scottsdale (family in Scottsdale
at least two generations) or transplants (moved from somewhere else).
Focus Group I: Eight people, one native, seven transplants.
Focus Group II: Six people, one native, five transplants.
Key Takeaways:
• Participants in both groups were enthusiastic about Scottsdale. Most people referred to the amazing
quality of life, weather, cost of living, amenities, and the diversity of an urban city in desert
surroundings.
• Scottsdale has an energy or vibe, which is engaging, textured and easy for both residents and visitors
to enjoy.
• Scottsdale is unique and diverse which provides a wealth of options for locals and visitors to enjoy.
• Innovation is a key element to the City. Participants felt that innovation is happening with both
private businesses and the City to improve quality of life and economic opportunity.
• Improvements cited to make Scottsdale even better include:
• Connecting the City – north and south as well as a transportation system for downtown.
• An outdoor events and entertainment venue.
• Refresh Old Town businesses and facades to create a better downtown appeal and experiences.
• There were suggestions made on additions to improve the tourism landscape. These were
infrastructure related suggestions as well as short-term enhancements.
• There were a variety of suggestions cited on improvements to Old Town that would make it more
appealing to visitors and locals.
9|PageEXPERIENCES FOR DEVELOPMENT
The following is a list of potential experiences to be developed with Scottsdale’s attractions, cultural
organizations, and retail venues. This list is a starting point for creating new engaging and immersive
visitor experiences to assist partners to relaunch tourism and create a sustainable tourism landscape.
Architecture:
• Mid-century modern architecture tour of downtown Scottsdale featuring buildings and
neighborhoods, offered regularly.
• The architecture of mid-century Scottsdale, including Taliesin West and downtown Scottsdale’s
mid-century modern buildings.
• Architecture and conservation, LEED-certified buildings, Museum of the West, and other sites.
• The Frank Lloyd Wright Foundation:
• Nature and the landscape, creating Taliesin West.
• An archives tour of the collections and drawings of Frank Lloyd Wright.
• Meeting protégés or family members of people who studied under Frank Lloyd Wright at
Taliesin.
• Special access tours at Taliesin West to appreciate the genius of Frank Lloyd Wright.
Arts & Culture:
• Regularly scheduled Public Art tours of various sections of the City with a local Art’s expert.
• Public Art Tour including a visit to a working artist studio(s).
• ArtWalk tours on Thursday nights:
• Public Art tour of Old Town
• Gallery strolls of selected groups of galleries to get people “in” to the art world and collecting.
• Scottsdale Arts Experience, incorporating multiple Scottsdale Arts sites into an experience, Public
Art, SMoCA, and Scottsdale Performing Arts Center.
• Scottsdale Artists’ School, short half-day and full-day classes for visitors and locals.
• SMoCA – Contemporary Art 101, understanding and appreciating contemporary art.
• Native American Art Experience, combining the collection of the Scottsdale Museum of the West
with a visit to the Native Art Market with Native American artists.
• Museum of the West, special programs on appreciating western art.
• Special museum experiences with individual sites.
Desert/Nature Experiences:
• The Desert, nature, and Scottsdale’s sense of place. A desert-learning experience that connects
visitors to Scottsdale’s sense of place. (Maybe an offering at McDowell Sonoran Conservancy.)
• The McDowell Sonoran Conservancy citizen scientist soil crust recovery workshop.
The West:
• A Western experience connecting historic sites in the City to their western heritage.
• Native American culture and cultural sites.
• Western sites, art, and retail.
• A Western Walk in Old Town
10 | P a g eLifestyle Experiences:
Culinary:
• Southwest culinary, Tastings or Chef’s table experiences with restaurants.
• Mixology experiences with restaurants or distilleries.
• Arizona wine experience, learning about wines and the industry.
• ZuZu at Valley Ho, culinary and mixology experiences presented by characters from the ’60s.
• Mavens & Mixology Class
• Culinary flavors and taste experiences.
Experiential Retail:
• Create a collection of lifestyle experiences with local Scottsdale businesses in the areas of fashion,
home décor, design, and entertainment (culinary/mixology).
• Fashion Square:
• Create a collection of lifestyle experiences with the brands at Fashion Square such as:
• Nordstrom’s – What’s in Fashion
• Mitchell Gold – Home décor and design.
• A collection of experiences with luxury brands.
• Restaurant/culinary experiences.
Maker Experiences:
• Hands-on maker workshops with local makers, artisans, and crafts people creating gifts, art, etc.,
connected to Arizona.
• Native American Maker and craft experiences
Wellness – (beyond spa treatments):
• Mind, body, and spirit-focused experiences that position Scottsdale as a major wellness destination.
Consider a wellness event in the shoulder season to begin the development, buildout and creation of
wellness experiences.
• Half-day and full-day wellness sampler programs, mind, body, and spirit incorporating: diet,
exercise, meditation, and spa services.
• A group of wellness programs by experts and local practitioners.
Other:
• Bike experiences connecting tourism features and attractions.
• Scavenger hunts that are themed around the City, especially Old Town.
11 | P a g eNEXT STEPS
The Experiential Assessment report represents a snapshot of a visitor’s actual experience at the listed
attractions, cultural institutions, and retail venues in Scottsdale. It also provides ideas, insights, and
recommendations to create a framework for experiential destination development.
Short term, the opportunity is to assist local businesses and attractions to prepare and position
themselves for the road to recovery. Long term, developing new engaging and immersive experiences
will create a richer tourism landscape for Scottsdale that will drive visitation and economic development
in multiple markets.
Scottsdale’s destination pillars, composed of architecture, arts and culture, culinary, the desert/nature,
climate, wellness, lifestyle, the Western Frontier, and retail will provide the ingredients for sustainable
success.
In addition to the above destination pillars, Scottsdale’s assets, attractions, and experiences provide the
opportunity to build out and promote “lifestyle” brand experiences.
The over-arching goal for the City, Experience Scottsdale, and Tourism Partners needs to be to convert
every visitor and local resident into brand ambassadors for the City.
To facilitate the rebuilding of Scottsdale’s Tourism Industry, assist local attractions and businesses and
innovate the visitor landscape, and develop a collection of new engaging and immersive visitor
experiences. Connect experience development to Scottsdale’s destination essence and pillars.
• Assist local operators to develop more impactful, engaging, and immersive visitor experiences.
• Consider the creation of a Visitor Center in Old Town that is multipurpose. Incorporate visitor
services along with activations, event space, and retail.
• Develop a group of immersion-based desert experiences with the McDowell Conservancy and
private outfitters that allow people more impactful connections and appreciation for the desert.
• Highlight, connect, and develop Scottsdale’s Western heritage and historic sites. Build out Western-
themed experiences:
• Consider a Western Walk.
• Create a Western/frontier trail with markers at significant sites.
• Build out more visitor-based art experiences that are beyond the gate admissions at institutions.
• Create a group of guided public ArtWalks in the City.
• Refresh the footprint of weekly ArtWalk events on Thursday nights. Add public ArtWalks and
gallery hops to experience the event in different ways.
• Create regularly scheduled architecture offerings for visitors connected to mid-century modern sites
and Taliesin West.
• Develop a group of Taliesin West experiences that showcase the life and legacy of Frank Lloyd
Wright and his students.
• Develop a series of culinary experiences with restaurants, bars, breweries, and wineries that
showcase the unique talents, flavors, and tastes of the region.
• Leverage Scottsdale trails of wine, craft breweries, and coffee to build out new point-of-sale
experiences.
12 | P a g e• Create a series of Scottsdale “lifestyle” experiences tied to culinary, arts and design, wellness, and
retail (fashion, home décor, entertainment, and Maker) with local businesses.
• Build out Experiential Retail offerings with shops, stores, and specialty boutiques in the City.
• Leverage City events to test, innovate, and launch new experiences with local businesses for locals
and visitors. These new experiences could become regular new offerings.
• Craft the Scottsdale narrative incorporating the story and essence of the City’s vibe, uniqueness, and
attributes for operators and local businesses.
• Craft the Arts’ narrative that provides the story of how and why the Arts are so prominent in City
life. The narrative behind the Public Art project is another great story to be developed and told to
locals and visitors.
• Position Scottsdale as a wellness destination by developing a wellness strategy leveraging resorts,
spas, practitioners, classes (mind, body, spirit). (This might start as a new shoulder-season event.)
• Work on enhancing the areas of Old Town that are in need of refurbishment to provide a higher-
quality customer experience.
• Build the City’s international profile and visitor awareness by becoming a UNESCO Creative City.
• Harvest Scottsdale Executive Brain Trust of experience, energy, and enthusiasm to transform the
tourism landscape and the City. Identify short-term and long-term strategies to build out and develop
new opportunities.
13 | P a g eADDENDUM:
ASSESSMENT NOTES AND PARTNER MEETINGS
BLUE CLOVER DISTILLERY
• Spoke to Weston Holm, founder of Blue Clover in 2018.
• Distilling signature vodka and gin as well as seven infused flavors for sale at the distillery. Current
distribution of signature spirits to 250 bars and restaurants in New Mexico, Texas, and Nevada.
• Blue Clover is a personal brand connected to Weston’s heritage, Danish – blue, Irish – clover.
• The space includes distillery area, kitchen, and restaurant/bar. Seating for 160 (bar, inside, and
patio).
• Distillery tours at this point, by appointment only, usually done for distribution purposes. Not doing
public tours at present.
• Weston has been approached by food companies to be part of an offering; he’s been reluctant to
sacrifice time without full benefits to Blue Clover.
• Very interested in creating an onsite experience to benefit Blue Clover and introduce spirits to more
people.
• Serving lunch and dinner, open late on weekends.
• A distillery tour with mixology class or mixology and food pairing with spirits would be great
offerings.
• The experience would offer added revenues to Blue Clover – good match for the project.
FASHIONS BY ROBERT BLACK
• Spoke with Robert Black about the store, which opened twelve years ago.
• Vintage clothing from 1920s to 1990s.
• Currently by appointment only, his clients are both domestic and international.
• Private one-hour consultations are also set up by referrals from concierges.
• Demographics – from teenage girls to women. Typical client is forty-five to sixty years old, well-
traveled, has money and looking for clothing that is different and will make a statement.
Clients usually have a reason or event that drives their visit.
• Robert’s collection is categorized by both eras and designers.
• Robert has produced events for Scottsdale organizations such as the Art Museum and local fashion
shows.
• In-store events for groups of ten to twelve people with models, along with a fashion show, have also
been held.
• Robert also has an archival collection of vintage Hollywood clothing, which can be shown as part of
an in-store created event.
• Robert’s fashion experience and vintage collection are a perfect fit to develop a lifestyle experience
around vintage fashion.
• Robert is interested in learning more about the development project as an opportunity to create
events to develop new clients.
14 | P a g eJOYRIDES AZ – Escape and Explore Tour
• Called to book the Escape and Explore Tour as it seemed interesting, a combination of hiking and
city, a perfect introduction to Scottsdale.
• Upon speaking with JoyRides, I was told to call Wild Bunch guides to set up the hiking. Then, I
asked why they wouldn’t coordinate this as I was booking their tour.
• The woman at JoyRides – Laurel – then connected with Wild Bunch to set up the tour, coordinate
the time, and book me.
• The booking information was seamless, instructions via email and texts prompt and complete.
• Once booked, I did hear from Wild Bunch on details, meeting location, etc.
• Wild Bunch:
• Monday morning, 9 am, I was at 625 N. Galvin Parkway, the parking lot of the zoo, adjacent to
Papago Park. Matt, the guide, was across the street. I called and he met me in the zoo parking lot.
• The Wild Bunch guides need to have a laminated sign on their cars to identify themselves.
• Matt was personable, asked if I wanted a backpack for my gear, water, etc., and then we were
off in the park.
• We went on the trail to Hole in the Rock, a great vantage point to see the area and rock
formations.
• Matt gave an overview of the topography, rock formations and pointed out the different types
of sediment.
• When we got to Hole in the Rock, the vista was amazing. Matt also gave great information
on the Phoenix Metro area, state of Arizona, sports teams, etc. This was a great overview to
complement the hiking.
• We continued the trails in the park, learning about water systems, desert plants, cacti, etc.
The commentary was interesting and engaging.
• I knew Matt was the real deal when several times throughout the hike he picked up papers
and trash to throw away when we go back to the trailhead.
• At the end of the trek, Matt gave me several brochures and maps for downtown Scottsdale
and a few attractions – a true ambassador.
• Matt was super.
• I learned my trip was the first combo one to be booked with JoyRides and Wild Bunch. I asked if
Matt had been on a JoyRides tour, but he had not. Wild Bunch guides need to take the JoyRides
tour and vice versa for JoyRides guides with Wild Bunch.
• A great hike with Matt. I would suggest that Wild Bunch guides have two or three routes mapped
out to give visitors options. If I were an avid hiker, I would have wanted something a bit more
challenging. However, this tour – a perfect introduction and balanced.
• Recommend the McDowell Conservancy Trails and Desert Botanical Gardens to complement the
visit.
• Matt was masked the entire trip – great safety.
• Following my hike, I went to the downtown Scottsdale meeting point for JoyRides tour. The meeting
point was in a parking lot. Upon arrival, I called JoyRides and Kirk answered that he was on the
way. Three minutes later he showed up.
• Upon arrival I was met by Captain Kirk, who was masked and then unmasked himself for portions of
the tour. We were outside, very windy, but I would have stayed masked.
• Golf cart second seat is tight on spacing. I’d request the placement to be more comfortable for
guests.
15 | P a g e• There were little white signs everywhere in the cart “tips accepted.” Put this information in the
confirmation so people are prepared. One sign in the front, okay, at every row – a bit off-putting.
• Kirk gave a good tour. He knew a lot about Western heritage. Great stories of Blacksmith shop, Los
Olivos Restaurant and the First School, Rusty Spur Saloon.
• Stops were made outside the Mission, the Soleri Bridge, and a few others where we should have
gone inside or seen the sites a bit longer. I asked about going on the bridge and was accommodated.
Kirk also showed me the Cosanti Bells and knew the story.
• Stops at the Horseshoe Falls fountain – great.
• We saw a good number of public art pieces and Kirk mentioned them; however, there is a bigger
story to be told.
• Going into the Garden Apartment district was like being in a movie set. We also stopped outside the
Valley Ho, going inside would be a fun stop and get people to go back.
• Give me more information on mid-century modern architecture and Scottsdale.
• Learning about the canal systems and early settlers, great.
• The tour and information needs some scripting and polish.
• Add information on Scottsdale, the vibe, quality of life, etc.
• JoyRides has multiple other offerings, and Kirk never mentioned any of these.
• Give people some suggestions for what not to miss.
Call
• Spoke with Monica and Kirk about Joyrides’ offerings. In business for seven years.
• Most JoyRides are ninety-minute tour experiences.
• Urban historic Tour is their new specialty program.
• Instagram JoyRide is popular, forty to fifty background locations for photos.
• Culinary JoyRides, three stops with food, $95 to $120 per person.
• Wine or Brewery Tasting JoyRides, very popular.
• Christmas Lights Tour, started 2019, very popular, one hour, $85 per person.
• New Offerings:
• Hike and History Old Town Tour – I was first person to book this tour (it was a fun offering,
desert and downtown).
• Best of the West JoyRide – working on (this will be a great added offering to tie to Scottsdale’s
essence and history).
• Kirk and Monica research the history, stories, and people of the places they visit to provide a local
experience.
• Kirk and Monica mentioned applying for grants from the City to innovate their business but thus far
have not been successful and will reapply.
• The willingness to try new tours and innovate their offerings has led to many of their new offerings
that are now regular tours.
KNIFE AND FORK MEDIA
Call
• Suzie Timm and her company, Knife and Fork Media, are responsible for the public relations in Old
Town. Her agency also does the PR for the Gold Palate ArtWalks held once a month from October
to April each year.
16 | P a g e• ArtWalk is the oldest continuous art walk in the U.S., forty-five years old.
• Gold Palate ArtWalks are themed. The events include entertainment, demonstrations, and activities
all connected to the theme.
• Old Town PR includes promoting the themes of the west, culture, and heritage, the shops and
boutiques, restaurants, and history as well as special events.
• Suzie is working to change the perception that Old Town is just about partying.
• Popular events include Spring Training, Western Week, and Native Spirit.
MARCELLINO RISTORANTE
• Contacted Marcellino’s to order a take-out dinner; the hostess over the phone, pleasant, was able to
handle special requests easily.
• Arrived at the appointed pick-up time and was able to take in the ambiance and atmosphere of the
restaurant. There was limited indoor dining with some outdoor seating.
• There was an energy created by the décor, music, and the service of the employees.
• The order was ready on time; paid with credit card. Sanitizer and safety protocols were in place.
• The food was great, as ordered, and I would definitely go back for indoor/patio dining in the future.
MCDOWELL SONORAN CONSERVANCY
• Met Justin and Jackie at the main trailhead to learn about the Conservancy. Amazing 31,000 acres of
conserved desert for hiking.
• No charge, as the Conservancy is nonprofit.
• There are about 150 guided hikes presented annually to the public, from interpretive to fitness.
• Team of ten staff with 700 steward volunteer associates.
• The Conservancy provides private group programs: $20 per person, minimum of $100, one to four
hours.
• Currently, there are no guided programs being done by the Conservancy due to the pandemic.
• The Conservancy guides train the private companies that take people through the Conservancy on
special guided hikes.
• Currently no educational center or facility for educational programs (a missed opportunity).
• Justin mentioned the need to assist with better marketing for the Conservancy.
• The Conservancy wants to grow its citizen scientists’ program to help with soil crust restoration and
other activities in the park. This is a perfect immersion experience. This is also an opportunity to
assist with developing, marketing, and promoting this special offering.
• There is an opportunity to create regular public trail hikes for visitors that will educate and support
the Conservancy’s mission.
• Next visit, Joe will go out on a trail hike with one of the stewards to get a flavor for their interpretive
programs.
17 | P a g eNATIVE ART MARKET
• Spoke with Denise and Heather, owners of the Native Art Market (Navajo Tribe). Recently opened
in late 2020. The shop showcases over 200 Native American Artists as well as the crafts of the
family.
• The space is 2,000 square feet and they have recently installed a stage for entertainment. The stage
space can also be used for maker workshops.
• The Art Market is not only a place for Native artists to sell their works but also to tell their stories.
• There are plans to offer some “maker” workshops whereby Native American artists would work with
a group to create a piece of jewelry or art.
• The store serves Navajo Tea and Pideo Coffee to visitors.
• The Art Market has not participated in the Thursday night ArtWalk yet. The location of the Market
is a bit away from the gallery district of Old Town.
• Denise and Heather are very interested in partnering with the CVB and the City to drive customer
traffic to the Native Art Market.
• The Art Market “Maker” Experiences and Meet an Artist experiences are great offerings to develop
that would connect to Native American Culture and the west.
OLD ADOBE MISSION
• Stopped in to see the Old Adobe Mission and walk around the inside.
• I went to the desk to ask a question, and one of the volunteers got up and immediately began giving
me a tour.
• There are photos from 1933 showing Scottsdale, the Mission, and the downtown area – farms.
• The volunteer recounted the history of Scottsdale back to Winfield Scott and Mexican immigrants.
• I was guided around the church to different areas.
• There is an area that showcases the original adobe bricks and restoration work done every five years.
• The volunteer told the stories of the original families building the church.
• Heard about the growth of Scottsdale and the building of Our Lady of Perpetual Help Church.
• 1976 story of the Mission becoming a rehearsal hall and used till 2001. Following the symphony, the
Mission needed to be restored to its original structure and interior.
• There is also a historic museum in the back of the church with photos and artifacts.
• A very interesting spot, a perfect stop to connect with Scottsdale’s history and origins (a must-see)!
PUZZLE RIDES
• Called and spoke with the owner, Katie Dufort, who created Puzzle Rides by taking the concept of
an escape room and moving it outdoors. A mobile escape room.
• The experience is 75 minutes long, up to six passengers in a golf cart. Participants get a treasure
chest with clues to solve and go to between three and six locations. The experience is outdoors –
perceived very safe.
• Katie has based her puzzle rides on using game theory to build the rides.
18 | P a g e• There are several themed puzzle rides. Pirates (great for team building), Wild West Heist, Ghost
Rides (at night), and Hijacked by Science (science experiments). Kate is working on a few other
rides to provide new opportunities for past customers to return.
• Pricing, 2 passengers $49 each,• Sourcing types of meats, cheeses, accompaniments.
• Types of boards – wood, tile, etc., and differences.
• Board design and presentation of foods.
• The Chef’s background would be interesting to note.
• Ideally people want to be able to recreate a board to entertain family and friends.
• This experience has great potential.
• Schmooze is a perfect fit for designing and developing new experiences both food and mixology.
Programs would complement their existing business and would provide new revenue streams.
• Joe to connect with Chef Tony.
SCOTTSDALE ARTISTS’ SCHOOL
• Met with Executive Director Trudy Hays and Danielle who provided a comprehensive overview of
the organization and tour of the facility.
• There are six studios in the building.
• The school is known nationally and internationally. Seventy percent of the students are from out of
state attending multi-day classes. Sixty percent of the instructors are from out of state.
• National programs run three, four, or five days.
• Medias: painting using different methods and materials, ceramics, and sculpting. The school works
with a local foundry and a ceramics studio to finish off pieces.
• There are open studios twice a week for locals without an instructor.
• The school hosts youth programs onsite as well as outreach and art-in-a-box along with virtual
classes for youths and adults.
• The school’s website links to Old Town Scottsdale and Experience Scottsdale’s websites – great for
out-of-town students.
• The school has done a package in the past with Hermosa Inn that included a two- to three-hour
workshop (great example of visitor packaging with an art tie-in).
• Suggest creating a small group of two-to three-hour workshops for locals and visitors.
• Trudy was very interested in developing art packages for visitors to be used in packages. Packages
could include workshop, ArtWalk on Thursday, Public Art guided tour with hotels.
• Short workshops for visitors could feed new potential clients for the school, from around the
country.
• Artists’ School volunteers may also be a good resource for launching other Arts-based offerings.
SCOTTSDALE ARTS
• The Arts play an important role in Scottsdale. From Public Art, which is located throughout the City,
especially downtown, to museums and performance, the Arts are part of Scottsdale’s essence.
• There are opportunities to tell the deeper, richer story of Arts and Scottsdale through the creation of
new engaging and immersive experience.
• Scottsdale Arts programs and programming contribute to quality of life for locals. There is also an
opportunity to look at visitors as a key market segment for engagement, especially over and above
large arts events.
20 | P a g e• Scottsdale Arts might also craft the Arts’ narrative/story so that locals and visitors can spread the
word to others.
Call
• Spoke with Dr. Gerd Wuestemann, President and CEO of Scottsdale Arts, about arts and the
community.
• Scottsdale Arts is the umbrella organization for SMoCA, Public Art, SALI, and Scottsdale Center
for the Performing Arts.
• The organization has 175 staff, a $4 million budget, and is the largest arts organization in Arizona.
• The organization produces three major events annually: Canal Convergence, the Scottsdale Arts
Festival, and the Culinary Festival.
• Gerd said Scottsdale Arts’ goal is to create experiences in the community that connect with
participants and give them a sense of place.
• Scottsdale Arts presents art as an integral part of the Scottsdale experience for both residents and
visitors alike.
• Scottsdale programming includes tours, hands-on activities, lectures, workshops, and classroom-
based and community outreach.
• Art and the Arts is a strategic pillar of Scottsdale’s essence. Gerd is open to exploring how the
Experiential Development process can assist Scottsdale Arts and his team.
SCOTTSDALE ARTWALK
• Participated in the ArtWalk, Thursday, October 29. There were a fair number of people on the
streets.
• It was difficult to discern which galleries were open if the doors were not open. I suggest dressing up
the ArtWalk with flags, banners, or nice signs in front of each of the galleries that are open. This will
make it easier for people to know which galleries are open. It will also create a more festive
atmosphere.
• Masks:
• This was all over the boards. About half the galleries had posted signs on the doors that said,
“masks required” to enter. The others were a guess.
• Saw owners at the door or in front of their gallery unmasked and skipped it.
• Went into two galleries with managers in the back room. They appeared, no masks, and asked if
I wanted them to put on a mask. I replied, “No” and proceeded to leave.
• If people visit two or three unmasked galleries first, it may be enough to decide to leave ArtWalk
all together.
• Lots of young people walking the street, most without masks.
• To enhance the evening, I would develop a variety of ArtWalk – Gallery Strolls. These would be a
group of one-hour strolls to visit four selected galleries. Guides would do an intro to Scottsdale’s Art
Scene, visit four galleries, and provide some background on each owner, the gallery specialty, and
paintings.
• Tours could be done by genre of art or a gallery sampler. This is also a way to make the art more
approachable for visitors and locals alike. Teach people how collectors evaluate art.
• Guides could be volunteers from some of the City’s museums or the Artists’ School.
• Consider also doing a guided ArtWalk of the Public Art downtown sites at 6 pm on Thursdays. This
would give people an hour to visit public art and end at the ArtWalk.
21 | P a g e• Golden Palate ArtWalks are held once a quarter. These are special ArtWalks that have a theme along
with events and entertainment.
SCOTTSDALE CENTER FOR PERFORMING ARTS
• Spoke with Meribeth Reeves, Managing Director of the SCPA.
• There are two main stages, one with 850 seats and the other with 138 seats.
• The SCPA hosts about 150 to 200 events annually including Classical, Dance, Broadway Cabaret,
Jazz, Singer/Songwriters, and Signature.
• The SCPA has held workshops and master classes with artists working on Broadway.
• The SCPA also manages some outdoor spaces, which they activate.
• Since the venue is performance-based and small, there is not a core staff of performers.
• The back of house, which supports the theaters, is small.
• Master classes have been held off-site and programs have been developed by Natalie and her team at
SALI. Several programs have been developed with teaching artists.
• Capacity constraints may make it difficult to create and deliver new experiences on a consistent
basis over and above current programming tied to performances at the SCPA.
• Look at other local actors or theater groups to develop performance-based experiences (improv,
acting techniques, etc.)
SCOTTSDALE FASHION SQUARE
• Visited Fashion Square; even with Covid-19, there was a vibe walking through the space.
• The shops had safety protocols listed out front and hand sanitizer was everywhere, especially at the
entrance of the stores. This shows the stores and Fashion Square care!
• There were signs throughout the space providing options for customers to shop in-store or online and
pick-up curbside based on their level of comfort.
• There were no associates at the desk to assist shoppers; however, the brochure areas were well
stocked with information.
• The variety of brands and the collection of luxury stores provide the ability to serve multiple
customer groups simultaneously.
• The restaurants and food courts were open, even with limited capacity and had a good number of
customers.
• Due to the prevalence of Covid, I walked through the entire space but did not go into any of the
smaller shops and stores.
• Fashion Square is well positioned to create a collection of unique shopping/dining experiences that
engage and immerse customers. The experiences, once created, can become an ongoing series of
regularly scheduled programs and activities for shoppers that create loyalty at the shops and also for
Fashion Square.
22 | P a g eCall
• Spoke with Kate Birchler, Assistant Vice President Tourism Marketing for Fashion Square and
Macerich Company.
• Fashion Square is Arizona’s largest collection of exclusive stores and brands. Fashion Square
focuses on lifestyle experiences with shopping, dining, and events. Comprised of 240 specialty
shops.
• Anchor stores: Macy’s, Dillard, Nordstrom, Neiman Marcus, Apple.
• Fashion Square has a luxury wing, which debuted in 2018, anchored by Neiman Marcus. In addition
to luxury retail brands, it also includes destination restaurants – Nobu and Francine.
• There are also entertainment venues: Wonderspaces and Children’s Theater.
• Shopping packages have been created with Shop America to provide visibility and promotion with
OTAs. However, the ROI on the conversions has been low.
• Fashion Square collaborates with Virtuoso Travel (high-end travel agency) on shopping packages
and experiences.
• Fashion Square has retail incubation space for online retailers to create pop-up shops at the mall.
• Kate is interested in creating engaging retail experiences for brands at Fashion Square that provide
more impactful shopping experiences and customer loyalty.
SCOTTSDALE PUBLIC ART
• Public art permeates Scottsdale, particularly in Old Town. It adds flavor, surprise, delight, and
discovery for visitors making their way through the City.
• There are three different self-guided Public Art tour experiences that can be accessed online. These
include self-guided tours of outdoor public art in north, central, and southern regions. The online
information for the art includes clickable icons that go to the information on the works.
• One work: Soleri Bridge and Plaza Tour – components include:
• Design elements
• Project background
• Dedication
• Funding
• Design Team
• Audio tour (great for self-guided
• Suggest placing the audio tour section higher on the listing, especially during Covid.
• List out the audio components and speakers for context.
• It looks like not all the works on the tour have all the above components built out. Audios on all
works for the three driving tours would enhance the experience.
• During my visit, I wanted to take a tour with a guide to learn about the art and the City’s Public Art
program. Nothing was available for a specific Public Art tour.
• I was able to get some detail on a number of Public Art works from both JoyRides and a Segway
Tour; however, the amount of information about the art, in some cases the same piece of art, was
vastly different.
• On the tours, none of the guides knew the “story” behind Public Art and the City of Scottsdale.
• The Public Art works enrich the City and the guest experience whether local or out of town.
• Public Art is also a component of a much bigger element of the part the Arts play in Scottsdale.
Call
23 | P a g e• Spoke with Kim Boganey, Director of Public Art in Scottsdale. She oversees a staff of eight people
and is responsible for all public art. This includes 120 pieces of public art plus the City’s art
collection of 1,000 portable pieces of art.
• There are art works by Latino, Asian, and Caucasian artists, but not one piece of current public art
was done by an African American artist.
• Gallery space at City Library, Civic Center, and in City offices is curated by Public Art staff.
• Canal Convergence is a major exposition of public art for ten days in November, started twelve
years ago. For 2021, Canal Convergence will also have two conventions that coincide with the
conference.
• Organized tours of public art are not currently offered. Occasionally, there is a public art tour created
for an event. Cycle the Arts was a bike ride (75 people) to a select group of public art pieces. This
should be tested as a regular offering.
• There is an opportunity to create themed public art tours available to locals and visitors on a regular
basis. These would sell. The delivery mechanism may or may not be Scottsdale Arts Public Art
group.
• Art is one of the pillars of life in Scottsdale. There needs to be some organization telling the bigger
story about why Art on all levels plays such a prominent role in Scottsdale life.
SCOTTSDALE SEGWAY TOURS (Ryan tour guide)
• I booked my trip online for Monday afternoon at 4 pm. Shortly after being confirmed, I received a
call to see if I could be flexible and go at an earlier time. When I said no, I was told no problem, the
tour would run as scheduled.
• I arrived as requested at 3:45 pm, met Ryan, the guide, and a couple from Philadelphia, a nice group
of three.
• We began by watching a safety video and putting on helmets. Then, we did a practice run on the
Segway in the parking lot. Ryan was great at timing, ensuring people’s safety and comfort.
• Before heading out, Ryan should have provided an overview of the trip by giving everyone a
map and mentioning the highlights. This would provide a great orientation on what people will
be seeing on the trip.
• Highlights of the trip:
• Great stories at the Winfield Scott founder’s statue and the Robert Indiana Love statue. Both
amazing stories.
• Ryan is a foodie, so throughout the tour, he mentioned great restaurants, their specialties, and
interesting tidbits.
• Going inside The Doors sculpture on a Segway – a wow!
• Story about the Sugar Bowl being the birth and inspiration for Family Circus cartoon – great fun
fact.
• Completely missed mentioning the Soleri Bridge as well as the bells! We drove over the bridge
without a word, and I almost fell off my Segway.
• Giants Stadium spring training ballpark – great story and was able to connect it to the region’s
league teams that are in Arizona for the winter season.
• Stops at fountains and art works were good, some stories were more complete than others. The tour
script needs to include the Scottsdale Public Art story.
• Fashion Square Mall – Ryan had a few interesting statistics.
24 | P a g e• The story of the Hohokam people and the canal building, super interesting.
• Architecture, needs more focus. Valley Ho mentioned in passing.
• A few short stops were made to give people a break and see some public art. I would make one food
stop at a local restaurant to get people into the food scene.
• Ryan needs to also take a few breaths during the tour and pause. He doesn’t need to be talking every
minute of the tour. This also gives people time to enjoy the scenery.
• There needs to be some added commentary on Scottsdale, the vibe, desert lifestyle, and the elements
that make up the essence of the City.
• There needs to be some added historical context about the west and Scottsdale.
• A good tour with some uneven spots. A great overview of the City and a really personable guide.
SCOTTSDAZZLE SCAVENGER HUNT
• The Event team at the City created a scavenger hunt during Scottsdazzle, which was fun and
successful.
• There were two groups, one made up of individuals who booked. The other was a real estate
company using the event as a holiday party. Numbers – 75 people on the public event, 60 on the
group event. Cost $15.00 per person (could go higher).
• The program was done on bikes, time limit of two hours, clues presented. There was even a lifeline
to call if help was needed.
• At each stop, there was a letter clue, which went into a word scramble for a prize. The prize was a
ceramic Scottsdazzle ornament.
• There was also a bonus stop at Sparkle Bar, which included an interactive element – take a selfie and
insert with Santa (you get to choose your Santa so he looks like you) – brilliant!
• The Scavenger Hunt could easily be created as a revenue-producing event by the City that exists on
a regular basis.
• Possible versions: Food and Wine, Western, Kids, Old Town (walking version), Gallery/Public Art,
Architecture, and Retail.
• If offered, the Scavenger Hunt would need to be facilitated by someone. This could be offered for
groups, meetings, conferences, conventions, bridal parties, etc., as a great activity.
• The program could also include an add-on component with a site (restaurant, winery, museum,
cultural/arts) at the end.
• The Scavenger Hunt with versions should be developed and rolled out on the market not just for
events. It would also be a great way to orient new visitors.
SECOND NATURE CLINIC
Call - Dr. Meghana Thanki
• Second Nature Clinic is a natural-medicine hub offering naturopathic and Ayurvedic medical
therapies. The goal is to restore balance.
• Second Nature Clinic has a lifestyle series of offerings, which incorporate diet and therapies.
• The Ayurvedic experience incorporates food, oil treatment, body, and yoga.
• Dr. Thanki has half-day and full-day programs. She has done packages with the Andaz Hotel in
Paradise Valley, Scottsdale.
25 | P a g eYou can also read
