Report: Tourism makes $606M impact

Director updates City Council on Visit Yuma activities

Tourism and travel has made a significant economic impact on Yuma, with direct spending by visitors totaling $606 million in 2016, according to the most recent report by the market research firm Dean Runyan Associates.

Travelers to Yuma generated 6,400 jobs, $155.1 million in earnings and government revenues of $48.3 million.

“And that’s why we do what we do,” said Linda Morgan, executive director of Visit Yuma, formerly known as the Yuma Visitors Bureau, in a Tuesday work session presentation to the Yuma City Council.

Lodging occupancy increased 7.9 percent, from 59.5 percent in November 2016 to 64.2 percent in November 2017. The average daily rate of lodging went up 8.2 percent from $76.39 in November 2016 to $82.66 in November 2017.

The city’s 2 percent hospitality tax collection went up as well, a 6.7 percent increase from October 2016 to October 2017.

Morgan reviewed the organization’s recent activities, which included Councilman Edward Thomas joining the organization’s board of directors and Steve Hennig joining the staff as marketing manager.

After a cut in funding last year, Visit Yuma eliminated one position, the manager at the Visitors Information Center, and cut some employee benefits to make up for it, Morgan said.

She reminded the council of the organization’s mission, which is to “promote Yuma as a destination site by spreading the word about the rich diversity of our area and its history.” Therefore, she pointed out, “most of what we do, we do outside of Yuma to attract people to Yuma on a year-round basis.”

To do this, Visit Yuma uses several methods, including marketing and advertising, build media relationships, entice conventions and groups and promote tourism programs.

However, Morgan added, it also works locally to enhance visitors’ impressions and extend their stays. Extending a visitor’s stay by just one day makes a huge economic impact, she said.

The organization promotes the Yuma area and events with billboards within driving distance, such as southern California, Phoenix and Tucson. It publishes ads in regional publications, including Los Angeles and San Diego and across Arizona. It also maintains a “vibrant, consistent” online presence on multiple platforms, including its website and social media, garnering more than 1.5 million impressions and page views.

Visit Yuma also encourages “influential” media members to focus on Yuma by creating and delivering press information and contacting and hosting press and travel writers. The organization even hosted a travel writer from as far as the Netherlands.

“We make it a point to have great relationships with all media, not just Yuma but in the region,” Morgan said.

This has resulted in “valuable” publicity through articles and mentions in blogs and regional, state and national print and digital publications.

Yuma also hosted groups from Minnesota, West Virginia, Kansas, Utah and Nevada, and Canada, including Toronto, Calgary, Quebec and Kamloops. Groups from Norway, Germany, Costa Rica and Japan have also made their way to Yuma.

The city also hosted several conventions, including the Arizona Association of Conservation, Eastern Star, Southwest Spotlight, GEO Caching and

SAE Auto Challenge. This equates to more than a 1,000 room nights just in conventions, Morgan said.

The Visitor Information Center welcomes more than 60,000 visitors each year. It is staffed by three paid employees and volunteers.

The organization, which is supported by 400 members, continues to work on sport tourism with the city and promote agritourism. The organization also works with several partners, including Yuma County, Caballeros de Yuma, Greater Yuma Economic Development Corporation, 4FrontED, Yuma 50, and more.

Visit Yuma is also working with the Arizona Film Commission and facilitating production companies interested in filming in the Yuma area. Morgan noted that Mike Rowe recently filmed an episode of “Returning the Favor” this month in Yuma. The episode will focus on the Bully Rehab Awareness Gym and its anti-bullying message.