New agreement aims to grow economic impact through sports tourism in Scottsdale

The Scottsdale City Council Wednesday approved a new multi-year Hospitality and Promotional Agreement that continues the city's long-standing partnership with Experience Scottsdale and Fiesta Sports Foundation, formalizing a relationship that has drawn teams, bands, alumni, family, media and fans to Scottsdale hotels and resorts for decades. 

The agreement ties the city's investment directly to performance. Under its terms, Fiesta Sports Foundation guarantees a minimum number of verified, contracted room nights each year in Scottsdale hotels and resorts that pay city bed tax, generated by the Fiesta Bowl, Cactus Bowl and numerous other foundation-controlled, secured or sponsored events. 

The performance-based structure builds on a partnership that has consistently generated measurable returns for Scottsdale. During the 2025-26 season, official groups booked nearly 3,000 room nights in Scottsdale bed-tax-paying hotels during bowl season alone, plus room nights secured by leisure travelers visiting Scottsdale to attend Fiesta Sports Foundation events, generating more than $1.7 million in direct community spending. Overall, the city realized a 688% return on its investment during the most recent year of the agreement. 

Over the course of the city’s 20-year partnership with Fiesta Sports Foundation, which began when the organization relocated its corporate offices and Fiesta Bowl Museum to the Scottsdale Waterfront, Scottsdale hotels consistently outperformed the broader metropolitan area during bowl season. During this period, hotel occupancy increased 14%, average daily rates rose 113% and revenue per available room increased 141%. Bowl-related visitors also generate additional economic activity through spending at Scottsdale restaurants, bars, attractions, retail businesses and other local establishments. 

"Scottsdale invests in partnerships that deliver measurable value for our community," said City Manager Greg Caton. "This agreement ties public dollars to verified results while generating tax revenue, supporting local businesses and showcasing Scottsdale to millions of people across the country." 

The renewed agreement continues a mutually beneficial decades-long relationship that has helped establish Scottsdale as a preferred destination for college football teams, marching bands, alumni groups, media organizations and fans traveling to Arizona for postseason college football events. 

"Scottsdale has been home to Fiesta Sports Foundation for more than 20 years," said Erik Moses, executive director and CEO of the Fiesta Sports Foundation. "It’s where we host teams that play in the Vrbo Fiesta Bowl and Cactus Bowl. It’s where our staff comes to work every day, our volunteers and partners come for meetings and where college football fans and out-of-town visitors come to experience the history and legacy of the Fiesta Bowl game at our Fiesta Bowl Museum. Scottsdale has been an important part of Fiesta Sports Foundation experiences for decades and we're excited to continue growing that partnership to bring even more visitors to Scottsdale as Fiesta Sports Foundation expands our event portfolio." 

Tourism leaders say the agreement helps fill hotel rooms during a key travel period while extending Scottsdale's reach to a national audience. 

"Fiesta Sports Foundation brings thousands of visitors to Scottsdale each year, filling hotel rooms, supporting local businesses and introducing new audiences to our destination," said Rachel Sacco, president and CEO of Experience Scottsdale. "This agreement helps us build on that success while continuing to deliver measurable economic benefits for our community." 

In addition to room nights, the agreement expands destination marketing and brand integration, including Scottsdale branding in official Fiesta Sports Foundation event materials, media communications and digital assets, collaborative creator campaigns, promotion at the Fiesta Bowl Museum, a co-branded Scottsdale Fan Guide and a commitment to jointly develop a new Scottsdale event that attracts out-of-market visitors. 

The agreement takes effect immediately and establishes an initial three-year term with an option to extend for an additional three years.