Building the Scottsdale tourism market through Effortless Revitalization

Ever since the late 1890s, when the first rooms were rented at the Oasis Villa, tourism has played an integral role in Scottsdale’s growth and development.

Rachel Sacco

Rachel Sacco

From the 19th century well into the 21st century, Scottsdale has evolved from a quiet, agricultural community into a world-class destination.

Progress, innovation and bold ideas have made Scottsdale the burgeoning destination that it is today, visited by millions of travelers each year. Last year, 8.6 million domestic visitors alone came to Scottsdale.

We at Experience Scottsdale are charged with sharing Scottsdale’s story with potential visitors from around the globe. It’s been nearly 30 years since we began our mission — then as the Scottsdale Convention & Visitors Bureau — to showcase Scottsdale to leisure visitors, meeting planners, travel agents and tour operators, and the media.

Progress, innovation and bold ideas have been essential to our organization’s success as well. Because over the course of those three decades, travelers’ wants in destinations have shifted as more and more cities across the U.S. and abroad vie for their attention.

Scottsdale reaps the benefit of nearly $40 million in annual tax revenue from visitors, but we face ever-increasing competition for those dollars.

To ensure that Scottsdale continues to appeal to current and future travelers, 18 months ago, Experience Scottsdale embarked on a journey that led to a new company name, brand, advertising campaign, and website.

We began this rebranding process by taking a hard look at visitors’ perceptions of Scottsdale. Our consumer research showed that we have an opportunity to better highlight the beauty of the desert, the many activities available, and the vibrancy of the area, including our restaurants, shopping and nightlife.

And while our desert setting sets us apart from our competitors, some education is still needed. Our challenge is to ensure that visitors see the desert as inspiring and beautiful — instead of dry or barren — and to turn our warm temperatures into a positive — rather than a negative.

So how will Experience Scottsdale better appeal to our ideal visitors? We hope to do so through our new brand, Effortless Revitalization. Our ideal visitors crave a unique combination of adventure and relaxation. Scottsdale offers visitors a getaway that promises relaxation, excitement and discovery. A trip to Scottsdale leaves visitors feeling “effortlessly revitalized.”

We plan to tell this story of Effortless Revitalization through our marketing and messaging, starting with our Absolutely Scottsdale advertising campaign.

With this campaign, we will challenge perceptions of Scottsdale and redefine perceptions of the desert by showcasing the vitality and vibrancy of our destination and embracing the heat. Through our print and digital advertisements and a television commercial, we will give audiences a sense of place – in the pool, on the dance floor, and in the desert.

They say the desert is wild, hot and dangerous. We say, absolutely, it is. And it’s the bold idea Experience Scottsdale needs to continue the thriving tourism tradition in Scottsdale for years to come.

Learn more about the research behind our new brand and view our new advertisements at

Editor’s note: Rachel Sacco is the president and CEO of Experience Scottsdale.

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