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ATA eNewsletter

June 2009

Board Member Highlight

Directing the world-renown publication’s sales and marketing efforts and digital initiatives, Mero has over 20 years of sales and marketing experience in digital and traditional publishing models as well as Internet consulting.

In 2009, Mero was awarded Chair of the Year by the Fiesta Bowl; Mero continues to serves as Fiesta Bowl committee member.

Mero also serves on the board for the Monte Vista Club, an organization affiliated with the Heard Museum, and dedicated to supporting Native Arts and culture. Mero attended Arizona State University. He makes his home in the North Central Valley, is married to Cindy Mero and has 20 year old daughter, Quin, and a 9 year old daughter, Carson. In his spare time, Mero enjoys to bicycle, play tennis, snow ski and explore Arizona.

Questions from ATA Marketing & Communications Manager Rebekah Bell to Kelly Mero:

RB: You’ve served as an active board member of the Arizona Tourism Alliance for several years and Arizona Highways Magazine’s support for the ATA is truly invaluable. We’d like to know, why you believe the ATA brings value to Arizona Highways, and to the tourism industry?

KM: The value that the Arizona Tourism Alliance brings to Arizona Highways Magazine is an opportunity to partner with our peers that make up the tourism industry. In addition, partnering with ATA provides a platform to support initiatives that keep the Arizona tourism economic engine viable in an ever more competitive market. The ATA has been very beneficial to AHM in supporting our mission to drive tourism through, and to the state. We hope the reciprocal benefit is evident to the industry as well. 

The value ATA offers to the tourism industry is a consistent voice that advocates on behalf of every facet of tourism as well as making sure that the tourism industry continues to play a vital role in the economy of Arizona.

RB: Arizona Highways just hosted their inaugural Travel Show at the Phoenix Convention Center, which we are told was very successful. Tell us about the show from your perspective. What proved to be particularly successful and what will you likely change with future shows?

KM: We thought the show was a success. Because there is still an economic slow-down affecting every aspect of tourism in the state, we saw an opportunity to shine a light on intra-state travel (the concept of “staycations”). Further, we thought the show would be a great way to partner with hotels, attractions, dining, etc., from all over the state to help the residents of the Greater Phoenix area get a better understanding of how truly fascinating and diverse Arizona is. I once read that over 50 percent of Arizona residents have never been to the Grand Canyon. That’s kind of scary when the Canyon is a convenient four hours away as well as being one of the seven natural wonders in the world. This further suggests there are other state travel and tourism assets that the residents of Phoenix might be missing out on. Because we had participation at the show from travel and tourism-oriented attractions and facilities from all over the state, we hope the show helped attendees obtain a better idea of what is available for them (lodging, attractions, dining, etc.). Our hope is to continue to refine and grow the show over the years and we would welcome input and ideas from other ATA members.

RB: We’re so happy to be highlighting you this month, as you’re so involved with different areas of the industry (a recently honored Fiesta Bowl volunteer, for one).  As someone who has his hands in a lot of different tourism pots, what can you tell us about the importance of the industry, not only in Arizona, but in general?

KM: Looking at the tourism industry as a whole, there are some indications that the market will begin a meaningful turnaround in 2010. I wish the data suggested an earlier uptick, however, it’s positive to know current forecasts are looking positive. The importance of tourism for our state is absolutely critical. Elected officials and opinion leaders must continue to receive that message, backed up by solid data and a common voice from ATA members. Arizona has been as a very appealing tourist destination since the early 1930’s. Part of that visibility can be credited to the wonderful job done by AHM in showcasing Arizona to the rest of the country and indeed, the world. The diversity, cultural assets and physical beauty of our state is unmatched. I can’t think of any states that have the array of attractions and destinations like  the Grand Canyon, Monument Valley, Canyon de Chelly, Sedona and the Sonoran Desert, just to name a few. Tourism has had a great impact on the well being of this State for many, many years. There are countless businesses, jobs, communities and industries that rely on tourism. Removing even a fraction of those jobs, revenue and vitality from the State’s economic engine would cause severe damage.   My suggestion is get out and see Arizona! You will be astounded by the people, history, beauty, culture and diversity plus you will be helping our tourism partners throughout Arizona.

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