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THE STORY BEHIND PRESCOTT’S SUCCESSFUL DMO

October 15, 2018
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by Margo Christensen, Chairwoman, Prescott Tourism Advisory Committee

As board chairwoman of Prescott’s Tourism Advisory Committee (TAC), I have the privilege to work almost daily with the team at the City of Prescott Tourism Office.

This City department is structured as the official Destination Management Organization (DMO) for Prescott, and only one DMO can exist in a city or town.

The City staff in Prescott’s DMO includes John Heiney, Tourism Office Director & Community Outreach Manager; Wendy Bridges, Economic Development Coordinator; Ann Steward, Sales & Marketing Coordinator; Heather Hermen, Front Burner Media, Marketing Agency; and Joe Baynes, Recreation Services Director.

Supporting the tourism office is a 10-member Tourism Advisory Committee whose role is to advise, provide guidance and strategic direction to the tourism team.

Funding for this office comes from the Transient Occupancy Tax (TOT), commonly referred to as the bed tax. This tax is paid by visitors who stay in hotels and bed-and-breakfast accommodations inside the city limits. State statute and Prescott’s bed-tax ballot language require this tax revenue to be used for tourism promotion and recreational amenities and development, thus the reason for a DMO.

The primary responsibilities of a DMO are to promote an area as an attractive travel destination, develop long-term tourism strategies, create marketing and public relation campaigns, and work closely with the Arizona Office of Tourism (AOT) on co-op marketing programs, trade shows, sales missions and familiarization tours (FAMs).

The Prescott Tourism Office promotes the entire Prescott area and focuses on all segments of travel including leisure, meetings, events, sports, outdoor recreation and culture and themes, such as Arizona’s Christmas City.

Collecting bed tax and having a successful DMO not only supports sales and marketing functions, but also benefits local Prescott residents.

In FY2018, nearly 60 percent ($545,000) of bed-tax collections will go back into the community in the form of recreation service capital projects, open space management, the downtown parking garage, World’s Oldest Rodeo, Courthouse Lighting, museum support and 27 grants given to local nonprofit events.

In the past few years we have seen consistent double-digit growth in bed-tax collections nearly every month with no signs of slowing down.

Our small but very mighty tourism team has done a phenomenal job promoting Prescott statewide, across the country and in Canada, Europe and China. With the addition of our new, nonstop flight service from LAX and Denver, it will be easier than ever for additional visitors to travel to Prescott and enjoy our amenities, attractions and hometown hospitality.

We know tourism is a major economic driver for our community, and there is a team of dedicated, experienced people focused on making sure this industry stays robust.

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Come & enjoy the local scene in Prescott Arizona!

Prescott Living Magazine

15 hours ago

Prescott Living Magazine
OUT & ABOUT — Thank you to Karen Shaw for sending in these shots of Jerome and the San Francisco Peaks on a beautiful winter day! We publish reader photos in every issue of Prescott LIVING. Send in your best shots by email to photos@roxco.com. Photos should be taken by you, anywhere in the Greater Prescott area. Selected photos will appear in print and on our social media channels.#jeromeaz #prescott #northernaz #sanfranciscopeaks ... See MoreSee Less

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Prescott Living Magazine

23 hours ago

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Arizona State Senator Ken Bennett will read a proclamation in memory of Dr. Billie Orr on Wednesday, Feb. 1st at 1:15 p.m. on the Senate floor. The session will be livestreamed at www.azleg.gov/liveproceedings. Here is the text of the proclamation. . . . Recognition In Memory of Dr. Billie OrrWHEREAS, Dr. Billie Orr served the citizens of Prescott on the City Council from 2015 until 2021 and during that time as mayor Pro Tempore from 2017 until 2020; andWHEREAS, she was a member and past President of the Republican Women of Prescott; andWHEREAS, Dr. Billie Orr Founded the Mayor’s Commission on Well-Being for the City of Prescott; andWHEREAS, Dr. Billie Orr served as City Council Liaison for several City Boards and Commissions during her tenure as Councilmember; and WHEREAS, she served as a Board Member of Arizona Town Hall, Prescott Western Heritage Foundation and Yavapai Big Brothers Big Sisters; andWHEREAS, Dr. Billie Orr was an active Rotarian, serving on Rotary Clubs in the Phoenix area and in Prescott; and WHEREAS, she was a big fan of pickleball and helped Prescott Build outdoor courts for its citizens; andWHEREAS, prior to her service in Prescott, Dr. Billie Orr was active in Arizona education for more than twenty-five years; and WHEREAS, Dr. Billie Orr served the citizens of Arizona as Arizona’s Associate Superintendent of Public Instruction; andWHEREAS, under her leadership, Arizona created state academic standards that were ranked among the best in the nation; andWHEREAS, in earlier years she taught in the Madison District in Phoenix and was the Principal of Kiva School in Scottsdale; andWHEREAS, Dr. Billie Orr was a dedicated and longtime public servant to the citizens of Arizona who brought a positive and caring aspect to her service, inspiring many who worked with her; andWHEREAS, Dr. Billie Orr will be greatly missed by her many friends in Prescott and throughout Arizona; andNOW, THEREFORE BE IT RESOLVED, our heartfelt condolences and prayers go out to her husband Bob, their children and grandchildren and all family members.. . . ... See MoreSee Less

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