Stateside: Grand designs

After several years promoting the merits of its cities,
spas and golf courses, Arizona will focus its marketing efforts
next year on its most obvious draw – the Grand
Canyon.

The state is bringing its campaign to the UK in April to
showcase the Canyon, including an IMAX film of the area.

The roadshow is staging presentations in Glasgow, Bradford,
Manchester, Bristol, London and Birmingham, where screenings of the
half-hour film Grand Canyon: Hidden Secrets will take place.

Through these events the Arizona Office of Tourism hopes to
reach up to 8,000 consumers and travel trade representatives.

At World Travel Market last month, state governor Janet
Napolitano explained why the Canyon had been singled out for new
promotion.

“How visitors see the Canyon all depends on the travel
experience they want,” she said. “They could view it from the top,
hike to the bottom or white-water raft through it. It’s one
of the true marvels of the world and we want to re-open
people’s eyes to it.”

She said that means educating the travelling public to recognise
the Grand Canyon as an Arizona attraction and not just something
they experience on a helicopter tour from Las Vegas.

However, according to Virgin Holidays US product manager Angus
Bond, Las Vegas exerts a considerable pull for UK
holidaymakers.

“For first-timers, Vegas is the main reason to visit. Even
second-time visitors may still do three or four nights there before
heading to Arizona or Utah,” said Bond.

Thomson and Jetsave head of North America product Alberto Boeri
agreed Las Vegas is a strong performer but stressed the Canyon is
an essential part of any southwestern tour or tailor-made
holiday.

“The Grand Canyon isn’t a stand-alone destination, but we
try to combine it with as many of our flydrives and escorted
holidays as possible.”

Boeri urged travel agents to sell overnight stays at the Canyon,
either at a ranch or one of the several lodges that operate on the
South Rim of the national park site.

“At the very least, clients have to see the sunset or sunrise
over the Canyon, but I would make sure they see both.

“People don’t realise the Canyon is a place to visit year
round, and it can often be even more evocative in winter.”

Jetlife senior product manager for the Americas Graham Bendelow
said awareness of the Grand Canyon and the US national parks
network is improving, as is demand for add-on destinations such as
Scottsdale.

“Scottsdale is becoming increasingly popular. The golf and spa
product there is superb, and the hotels offer fantastic value,” he
said.

Napolitano confirmed the UK is a key area for marketing in 2005,
with a doubling of the budget compared with this year. Although the
amount has not been disclosed, a separate $100,000 has been
allocated for co-operative advertising with British Airways.

Here’s Travel Weekly’s round-up of the state’s
key cities.

What to do: Arizona’s capital offers a
wealth of activities and attractions. These include the Heard
Museum, for unrivalled exhibits on Native American culture, and the
Arizona Science Centre. The Desert Botanical Gardens reveal secrets
of the region’s landscape. In Greater Phoenix, outdoor
adventure covers everything from hiking and horse riding in the
Phoenix Mountains to playing golf on one of 200 nearby courses.

Recent developments: the Phoenix Art Museum
spent almost £18 million expanding its facilities this year
and now houses more than 17,000 pieces of art.

Sample product: the four-star Pointe Hilton
Squaw Peak Resort starts at £31 per person per night
twin-share with Thomas Cook Signature.

What to do: the state’s second- largest
city, 120 miles southeast of Phoenix, is surrounded by five
mountain ranges, with Mount Lemmon even boasting a ski resort. The
cactus-studded desert and rugged hills are crossed with hiking
trails, and a tram ride across the spectacular Sabino Canyon is a
highlight. Meanwhile, the Arizona-Sonora Desert Museum features
animals and plants native to the area. Golfers are well catered for
here, while stargazers can take advantage of the clear night skies
and telescopes at Kitt Peak National Observatory.

Recent developments: the Starr Pass Marriott
Resort and Spa opens this month in the Tucson mountains, with 575
rooms, a full-service spa and 27-hole golf course. Coyote Moon
Health Resort and Spa, an all-inclusive gay spa retreat in the
mountains overlooking the desert, opened in November.

Sample product: prices start at £44 per
person per night twin-share at the deluxe Westin La Paloma Resort
and Spa in Tucson with North America Travel Service.

What to do: one of the prime stops on famed
Route 66, Flagstaff is 7,000ft above sea level, bringing cool
summer days and plenty of snow in winter. Mount Humphreys,
Arizona’s highest peak, is a year-round attraction for
hikers, cyclists, skiers and snowboarders. For a historical insight
visit Riordan Mansion State Historic Park – home to the
town’s earliest residents – and the Museum of Northern
Arizona. Flagstaff is another favourite destination with
astronomers – Pluto was discovered in 1930 by astronomers at
the Lowell Observatory.

Recent developments: to mark the 100th
anniversary of Riordan Mansion this year, a new wing has been built
with original features from 1904. Sightseeing tours of the Grand
Canyon are also available from Flagstaff with Papillon
Helicopters.

Sample product: the three-star Radisson
Woodlands in west Flagstaff starts at £21 per person per night
twin-share with Travel 4.

What to do: Scottsdale is an ideal destination
for art lovers with more than 125 galleries and studios. The area
offers world-class spas, top golf courses, award-winning
restaurants, boutique shopping and the Sonran Desert to explore by
foot, horseback, Jeep or even in a hot-air balloon.
Scottsdale’s Rawhide-themed town offers a taste of the Wild
West as it used to be.

Recent developments: SunBurst Resort has
completed a $6 million renovation plan, adding a 3,500sq ft spa.
Four Seasons Resort Scottsdale has a new ballroom and meeting
rooms, while the Phoenician’s $7 million renovation will be
completed this year. Radisson opens its Fort McDownell Resort and
Casino next autumn.

Sample product: the three-star Holiday Inn
Express starts at £25 per person per night twin-share with
Kuoni.