Scottsdale, Arizona | Resonance
Scottsdale, Arizona

Strategy and Branding to Attract a New Generation of Talent

The Tourism & Events Department of the City of Scottsdale engaged Resonance, in partnership with Experience Scottsdale, in the development of the strategic plan to guide the post-pandemic recovery and growth of the industry over the next five years. This work follows our earlier engagement with the City of Scottsdale to develop an economic development strategy and brand identity for Choose Scottsdale.


As one of the country’s most recognized and desirable destinations, Scottsdale welcomes visitors from around the world who come to enjoy an urban sanctuary in the heart of the Sonoran desert. 

From hiking trails to shopping safaris, sports to arts and culture, Scottsdale offers a wealth of experiences that attracts active adventurers, urban enthusiasts, business meetings and world-class events throughout the year. 

The strategic plan provides a framework for decision making regarding efforts and investments to enhance Scottsdale’s visitor economy. The planning effort was overseen by a Steering Committee consisting of representatives from the hotel industry and key anchor attractions within the destination. 

As part of our process, we conducted extensive engagement that included the Mayor & City Council, City Manager’s Office, various city department leadership, hoteliers, property owners, retailers, restaurants, art galleries, and other partners and stakeholders.

one of the country’s most desirable destinations by positioning it as a luxury destination in the heart of the Sonoran Desert. The framework was guided by the specific experience principles that aided in the understanding of the facilities, programming and events that would be required to enrich both the visitor and resident experience that would minimize the impact of tourism on the environment while maximizing its economic benefits for the city.

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