PRESCOTT - In many respects, Prescott is attracting tourists that resemble the community itself.
A recent survey of 1,243 visitors showed that Prescott's tourists tend to be older and wealthier than the average Arizona tourist.
And their favorite local attraction? Overwhelming, survey respondents identified the historic downtown area.
With its long-time reputation as a good place to retire, Prescott's demographic also has consistently registered on the older, wealthier end of the spectrum. And local studies routinely list the ambience of downtown Prescott as a major force that brings newcomers into the community.
The Prescott Area Tourism Study, which covered a 12-month period from October 2008 to September 2009, was the topic of discussion at a Prescott City Council workshop this past week.
Although some discussion arose about whether the community should be working to expand its appeal beyond the typical baby boomer visitor, sentiment also existed for preserving the status quo.
"At the state level, our bread and butter is the baby boomer," said AnnDee Johnson, director of research and strategic planning for the Arizona Office of Tourism, which oversaw the study.
Even though Johnson said baby boomers (born between 1946 and 1964) were hardest hit by the recent recession, she added that the 45-to-63-year-olds also were in line for large inheritances from aging parents, in what she said would be "the largest transfer of wealth in history."
Added Johnson: "We would not be in favor of pushing the boomers aside."
City Councilman Jim Lamerson added support for maintaining the current situation.
"I think I heard a lot of good news rather than bad news," Lamerson said of the study's findings that showed Prescott visitors tend to spend considerably more than visitors to the state as a whole, and are largely satisfied with their experiences in Prescott.
"Take care of them; they seem relatively happy," Lamerson said of local tourists.
Even so, some audience members questioned whether Prescott was making all the right moves in its efforts to attract tourists.
Noel Breen of the Hassayampa Inn, for instance, pointed to statistics that showed that a total of 91 percent of tourists arrive in Prescott by automobile.
That led Breen to question whether the community's tourism promotion should focus as much as it does on print advertising. He suggested instead a move toward more billboard advertising.
The statistics showed that Prescott visitors average an age of 54 years and have a household income of more than $80,000. More women than men visit Prescott, and the typical visitor is traveling with adult family members.
Along with the good news, the report also exposed some gaps in Prescott's appeal. For instance, the community attracts few "millennials" (20-somethings), or families with small children.
Noting that statistics show that Prescott's tourism activity has declined more than other categories in the recent economic downturn, Mayor Jack Wilson suggested that Prescott should be looking for ways to shore up those deficiencies.
"I think we're greedy; we want both," Wilson said, suggesting that the area should be doing more in online promotions.
Cheryl Cole Cothran, director of Northern Arizona University's Hospitality Research and Resource Center, which produced the study for the state office of tourism, pointed out that the study identifies "areas of opportunity," which the community can target for future promotions.
The study estimated that about 1.4 million tourists visited Prescott during the study period.
The city has posted the entire study on its website at cityofprescott.net, under "Prescott Area Tourism Study," on the right side of the home page.
Reader Comments
Posted: Tuesday, November 24, 2009
Article comment by:
Kelly
The phrase quoted in the article explains it all, "A recent survey of 1,243 visitors showed that Prescott's tourists tend to be older and wealthier than the average Arizona tourist." Older and wealthier is what Prescott was built upon and it will be the downfall of Prescott. A city needs diversity, younger and middle class people, in order to stay alive & have a real future. All we get in Prescott are older people with a lot of money. This is why our youth in the area are leaving as soon as they can and moving to Phoenix or other cities. There is no hope or future for the youth here in Prescott. No jobs, nothing to do, no long term careers. What happens when the older people pass-on and the youth have left the area? The town will lay in a stagnate abyss.
Posted: Monday, November 23, 2009
Article comment by:
RJ
If tourism is so important to Prescott, why are the restaurants so mediocre?
Posted: Monday, November 23, 2009
Article comment by:
No name provided
whatever is or is not being done here, it is not attracting tourism dollars. the people at the helm of this effort should be puting business first ahead of personal interest...but they never will....or do
Posted: Monday, November 23, 2009
Article comment by:
Parker Anderson
Years ago, some of us said that if we must have growth, let's work to attract light industry and good paying jobs instead of endless big box stores and runaway development. For this, we were denounced as a pack of selfish NIMBYs. Now, look what we have today---a congested city that rich retirees are scrambling to move to, BUT our young people are scrambling to leave as soon as they graduate because there is no future for them here. Those who wanted Big Bucks Now carried the day, but we have paid a big price. This ain't Everybody's Home Town anymore!
Posted: Monday, November 23, 2009
Article comment by:
No name provided
If we continue to cater to the older tourist than that will be the only people who ever move her and end up living in Prescott. We will not attract living wage jobs nor will we be able to attact young professions. Is this what we want? As a 30+ year resident, this is certainly not what I want.
Posted: Sunday, November 22, 2009
Article comment by:
Right Age Group, No Large Inheritance for Me
"Largest transfer of wealth in history" is not coming my way. How do these researches come up with this stuff? Would someone like to adopt me? I promise I will behave.
Posted: Sunday, November 22, 2009
Article comment by:
No name provided
MORE PHOTO RADAR, MORE PHOTO RADAR, MORE PHOTO RADAR!!!!!
Posted: Sunday, November 22, 2009
Article comment by:
Not appealing to youth
When I was younger (in my 20's and 30's) and living in Phoenix I'd always head to Flagstaff with my girlfriend, then wife, then young kids to get out of the heat rather than go to Prescott. I live here now, but it is more a "retirement" community rather than a vibrant, diverse community than Flagstaff. Not complaining - just saying it is what it is. And I'm older now so that's OKAY!
Posted: Sunday, November 22, 2009
Article comment by:
BM
OLD Rich Arts and crafts, The future for Prescott should be interesting Young foreign students, The outdoors crowd>The current trends young family members will hate the Area its boring them to death!!
