Sustaining tourism for long-term economic growth

It’s that time of year again. Another successful dove hunt is behind us, the weather is changing and Yuma’s peak tourism season will quickly be upon us.

Here at Yuma Visitors Bureau, we have just finished putting the final touches on an aggressive program of work for the 2016-2017 fiscal year. All indicators point to a great start. In July, the two percent hospitality tax, which is collected by hotels, restaurants and bars was up 9.3 percent over July 2015. In the second quarter 2016 (April, May, June), hotel occupancy was up 4.4 percent when compared to the same time last year. Respectively, the average daily rate was up 3.6 percent, revenue per available room was up 8.3 percent and room demand was up 4.1 percent when compared to last year.

Coming Oct. 25 is the Yuma 101 fall session, sponsored by APS, to get your front line staff geared up for the busy tourism season. This is a great opportunity to train your trainers and reward your high-level performers. This activity-filled day includes a presentation by Liz M. Lopez, business success speaker and trainer, training workshops and lunch. Your staff will walk away with tools to better promote the area and drive business through knowledgeable customer service. What business doesn’t need that?

For adult-flavored fun, check out the fourth annual Rio de Cerveza Brew Fest at Desert Sun Stadium, under the beautiful night sky on Nov. 19. This event offers more than 80 different craft beers to sample, great music by Yuma’s own Checker’d Past, the ever-popular lawn games and tasty food vendors. Buy your tickets early at riodecerveza.com to save on this fun-filled evening.

For family fun, do not forget the annual Dorothy Young Memorial Electric Light Parade on Dec. 10. “A Wild West Christmas” is the theme this year, so cowboy up and put together a float or just come out and enjoy, either way it is just what the family needs to get in the Christmas spirit.

Here is a hint at some of the other things we have in store to promote Yuma this year: in the area of attracting conferences and conventions, tour operators, leisure travelers and sports teams for the Yuma area, we will be attending 12 travel trade shows this year. We tell the Yuma story at these events and have been very successful in attracting them to Yuma for increased hotel occupancy and increased sales tax revenue generation, all for the betterment of Yumans and our local economy.

Through our strategic planning efforts this year, we developed some key areas of focus for our marketing plan. Our 2017 Yuma Visitors Guide is nearly ready to go to the press. Distribution begins in October and we hope you enjoy it. We’ll also be updating the Yuma rack brochure that is professionally distributed in the regional drive market surrounding Yuma.

We are also developing a Go Wild map of the top 10 things to do in Yuma for those visitors looking for a self-guided tour of Yuma’s great outdoors. This brochure will highlight: hiking, biking, fishing, wildlife watching, and more. Be on the lookout for it in early 2017.

In addition to these initiatives on the home-front, YVB will also be attending several media and marketing related conferences this year, further developing our footprint in the tourism industry.

Furthermore, we continue to expand our reach with the Arizona Office of Tourism’s Cooperative Marketing Program. This program allows rural communities, like Yuma, the opportunity to purchase regional advertising at half the cost.

Returning in 2017 are the ever-popular Field to Feast tours in partnership with the Yuma area farmers, University of Arizona and Arizona Western College, as well as our Savor Yuma progressive dinner tours that take ticket holders to three local restaurants in one evening for a flavor of Yuma.

We are also continuing our Behind the Big Guns and YPG: At Ease tours of Yuma Proving Ground with the support of the hard-working and knowledgeable folks out at YPG.

New this year: History and cultural tours of North County and South County. Stay “tuned” for more information on these uniquely Yuman tours as it becomes available.

To get get more information on any of these happenings, check out our newly redesigned website at VisitYuma.com. You may also call the Yuma Visitor Information Center at (928) 783-0071 or stop by to see our friendly staff at 201 N. 4th Ave.

Linda Morgan is the executive director of Yuma Visitors Bureau. She can be reached at linda@visityuma.com.