Glendale CVB – Whether travelers are visiting for leisure or business, Glendale has blossomed from being considered a one-day destination to a highly sought-after travel experience both nationally and internationally in a single decade. And to successfully market Glendale’s increasing expansion as the host city of sporting and mega-events — as well as the entire West Valley — the Glendale Convention & Visitors Bureau (CVB) was formed in July 2010.
The first incarnation of the CVB was formed in 2007, with partners comprised of representatives from Glendale, Westgate City Center, University of Phoenix Stadium and Jobing.com Arena. This group was called the West Valley Events Coalition and eventually grew to 300 members. Its growth led to the creation of the CVB within three years.
“As a brand new CVB, one of our primary focuses is to increase awareness and exposure of our region through various activities that showcase the West Valley,” says Lorraine Pino, manager of the CVB.
The Glendale CVB promotes Glendale are through a regional visitors guide and sponsoring events to media buyers in national and international markets.
With venues such as the Phoenix International Raceway in Peoria, Jobing.com Arena in Glendale and spring training sites across the region, the Glendale CVB has successfully collaborated with businesses and West Valley cities to make these events possible and boost tourism.
According to Pino, the spring training facilities generate $328 million annually, and the Tostitos Fiesta Bowl in Glendale generates $200 million per year. In addition, there is revenue from concerts, Arizona Cardinals and Phoenix Coyotes games and NASCAR events. As a result, hotel room count in Glendale alone has more than tripled from 400 rooms in 2007 to nearly 1,500.
“The West Valley is the real hub of spring training in Arizona, showcasing nine of 15 teams in the Cactus League,” says Frank Ashmore, director of sales and marketing for The Wigwam in Litchfield Park.
Because the CVB has been able to bring sporting events to the area, in turn attracting visitors, businesses in the region are benefiting.
The events have made a huge impact on all neighboringbars and restaurants, says Michelle Sniegowski, sales and marketing manager for The Shout! House in Glendale.
“The events bring in thousands of people; they fill our venue and in turn boost our economy,” she says.
One attraction vitally important to the Glendale area, according to Pino, is Westgate City Center. It generates tax revenue by drawing visitors from around the world.
Paul Corliss, director of communications for the Phoenix International Raceway, says “the West Valley certainly deserves attention.”
“It’s the quality of dining, shopping, hotel rooms, spas, convention space and more that keep (tourists) coming back,” says Nicole Traynor, director of public relations for Westgate City Center.
As West Valley tourism increases, The Wigwam is receiving a facelift from its new owner, the development company JDM Partners. Headed by former Phoenix Suns owner Jerry Colangelo and his partners Mel Shultz and David Eaton, JDM Partners is investing in the multimillion-dollar restoration, with Phase I recently completed.
It seems to be making a difference. “Group markets are up nearly 50 percent over the last year,” Ashmore says.
