by Paul Heney
Last updated: 6:00 PM ET, Tue August 28, 2018
We recently spoke with two key marketing people in the famed Valley of the Sun: Laura McMurchie, the VP of Communications for Experience Scottsdale and Douglas MacKenzie, Director of Media Relations for Visit Phoenix. McMurchie and MacKenzie discussed marketing to LGBTQ travelers and what the entire Phoenix metro area has to offer for queer visitors.
TP: How important is the LGBTQ market to Scottsdale and Phoenix? In what ways do you actively market to queer travelers?
DM: Visit Phoenix is a member of the IGLTA and Community Marketing-we attend their conferences each year to promote the destination. When we travel to various cities, we always reach out to the LGBTQ media.
The sun shines equally on everyone more than 320 days a year. Phoenix is a welcoming destination and embraces diversity for all travelers-we have a 100 rating from the HRC.
Working with media, we are excited to tell the stories of the destination through authentic storytellers.
LM: Scottsdale prides itself on being a warm and welcoming destination for all travelers. We rely heavily on PR efforts and our partnership with Visit Phoenix to promote Scottsdale and the metropolitan area to key LGBTQ outlets. Working with these outlets, we're able to tell the stories of the destination through a credible third party.
TP: How have you seen this market evolve over the past few years? More weddings or honeymoons since the Obergefell ruling?
LM: While we don't have statistics that break out visitation by niche markets or purpose such as weddings or honeymoons, it's fair to say that more resorts are actively positioning themselves as LGBTQ-friendly.
TP: Would you describe the greater Phoenix area as a popular queer destination? Why or why not?
LM: Scottsdale and the Greater Phoenix area have really gained popularity in the LGBTQ market as there's more knowledge that this Sonoran Desert oasis is a vibrant, creative mecca and not just a resort and golf destination. The maverick spirit of the West is apparent in the marks left by Frank Lloyd Wright, mid-century modern design and innovative cuisine-it's not your grandparents' Valley of the Sun.
This coupled with 300 days of sunshine and myriad LGBTQ bars and events like Phoenix Pride, LGBT Softball League and the Arizona Gay Rodeo help to make us an attractive destination for the market.
TP: What are some of the main attractions that LGBTQ travelers find of particular interest in and around Phoenix? What must-sees would you recommend if someone only had 1 or 2 days in the city?
LM: To be honest, a lot of the same activities straight travelers enjoy, such as: Taliesin West, hiking in the Sonoran Desert, Scottsdale's Museum of Contemporary Art, the Desert Botanical Garden, Musical Instrument Museum, Downtown Scottsdale, and Phoenix and Tempe's pedestrian-friendly corridors. LGBTQ bars not to miss are BS West, Charlie's, and The Rock (for the drag show).
DM: I'd also suggest the Heard Museum, Phoenix Art Museum, Children's Museum, Roosevelt Row in downtown Phoenix, plus Chase Field for baseball.
TP: Why would a queer traveler coming to visit the greater Phoenix area stay in or visit Scottsdale? How does your city add to the overall mix for LGBTQ visitors?
DM: Phoenix is the gay mecca of the region-95% of the LGBTQ bars are in central Phoenix. With a vibrant downtown full of restaurants, craft beer and unique bars like Bitter and Twisted, Phoenix is exemplary with culinary choices, architecture, design and shopping space.
LM: Scottsdale is the Greater Phoenix area's epicenter for tony resorts and outdoor adventures and is a leader in the culinary, architecture, design and shopping space. That said, Phoenix proper is home to the majority of the gay bars and Pride celebration.
TP: What new attractions/openings/events are happening in the metro area over the next 12 months that would be a particular draw for queer travelers?
LM: Scottsdale boasts a number of new resorts that have really elevated the design scene (Andaz, Adeline, Mountain Shadows) as well as wellness space (new spa at The Phoenician and CIVANA, the area's only sustainable wellness resort). Outside of these, however, I think Scottsdale's thriving public art scene and events like the following really help lure queer, and really all, travelers:
-Scottsdale International Film Festival
-Canal Convergence
-Scottsdale Public Art
-Scottsdale Contemporary Month
-Modern Phoenix Week
-Spring Training
DM: Plus, events like the Taco Fest, the Gay Rodeo, the Rainbows Celebration and Pride are exciting and fun celebrations.
TP: Do you work with any local LGBTQ organizations to help promote Phoenix or Scottsdale to this travel segment?
LM: Local groups include ONE Community: Arizona LGBTQ Friendly Business Directory and Phoenix Pride. Nationally, the Greater Phoenix CVB/Visit Phoenix is active with the Gay Lesbian Convention & Visitors Bureau Association, IGLTA, and it features tag approved hotels: visitphoenix.com/lgbt/tag-approved-hotels.
TP: Is there anything else that queer travelers need to know about Scottsdale, Phoenix, or Arizona in general?
LM: Scottsdale, Phoenix and the state of Arizona are hospitality-driven destinations with a casual Westcoast vibe. Couple that with about 330 days of sunshine, great pool scenes and outdoor amenities and it's hard to go wrong in the Grand Canyon State.
DM: Our desert character. It can't be conjured, landscaped or kindled with twinkling bulbs. John Ford knew that. So did Frank Lloyd Wright and Louis L'Amour. Come to Greater Phoenix and you'll understand, too.
America's fifth-largest city still has real cowboys and red-rock buttes and the kind of cactus most people see only in cartoons. It is the heart of the Sonoran Desert and the gateway to the Grand Canyon, and its history is a testament to the spirits of Puebloans, miners and visionaries.
Projected against this rugged backdrop is a panorama of metropolitan verve: Destination resorts and spas cater to your every need. Open-air patios beckon you to dine beneath the desert sky. Nightclubs pulse deep into the night. Also, more art galleries than any city this side of New York await your discerning eye.
Then, of course, there's our sunshine. The sun is Phoenix ultimate emissary of warmth and open-mindedness because, for more than 320 days a year, it shines on absolutely everybody. Come feel it for yourself.
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