Research among merchants and potential visitors is helping the city create an upcoming marketing campaign aimed at boosting the number of Valley residents who visit Downtown Scottsdale.
Since late 2017, Scottsdale’s tourism and events department has been working with an outside research firm and marketing agency to understand perceptions of the area and identify ways that could increase visits from Valley and Arizona residents seeking a unique, vibrant, fun and safe place to spend time.
Merchants, residents and others provided input via interviews, focus groups and surveys to help staff better understand perceptions in this key area of the city. That research revealed a key challenge – and potential solution.
While the city for years has referred to the area as Downtown Scottsdale, with “Old Town” at its historic core, a clear majority of local consumers and business owners refer to the entire downtown area as Old Town Scottsdale. The new brand and marketing campaign will build on that.
“It’s exciting that, according to the research, Old Town Scottsdale is considered by our local consumers as a vibrant, progressive destination that is evolving for the better,” said Karen Churchard, the city’s tourism and events director. “The research also confirmed that it’s time we embrace Old Town Scottsdale as the official name for the entire downtown area to reflect the preferences and affections of local consumers.”
Those interviewed in the research cited the western history and theme associated with Old Town Scottsdale as a unique and appealing quality of the Scottsdale experience.
“People already know the Old Town Scottsdale brand, and we believe we can build on that along with the city’s reputation for upscale sophistication to create something clear, authentic and attractive to people,” said Jason Hackett, owner of HAPI, the local agency developing the new brand and awareness campaign.
The City of Scottsdale introduced the new Old Town Scottsdale logo and campaign, which will launch in February, last night at a special event for City Council members and local business owners at The Saguaro Scottsdale. Subsequent meetings are being scheduled with local business groups and constituents to educate and discuss the campaign effort in greater detail.
“Old Town Scottsdale has been evolving for many years to serve and delight residents and other visitors,” said Churchard. “Yet as new and competing shopping and entertainment venues emerge, it’s imperative that Scottsdale progress to maintain the loyalty of its patrons – and win the hearts of new ones.”
Details of the new campaign, including the new Old Town Scottsdale logo and summaries of the research and brand strategy, can be found at ScottsdaleAZ.gov/old-town.