Arizona Lottery
Christopher Rogers, CMO, Arizona Lottery
What events (fairs, festivals, concerts) will you sponsor/engage with this year? If applicable, what physical presence will you have at the event?
The Arizona Lottery will include our Street Team and Ticket Van when possible. When the van is unavailable, we only staff events with the Street Team. While some of our community sponsorships only allow for logo recognition, we often support them with ticket raffle bags to bring more awareness of how ticket sales contribute to the greater good of Arizona.
Our sponsorships are categorized into sports, music, and community.
Sports
- ASU Athletics Mullett Arena Sponsorship
- Phoenix Raceway – Spring and Fall NASCAR Races
- Shumake Racing
- Westgate Entertainment District – Final Four Tournament
- Phoenix Suns // AZ FAMILY Sponsorship
- Diamondbacks – Circle K Partnership
- Coyotes TV Sponsorship
Music
- FY24 – KNIX: Secret Show, Boots in the Park, Smoke Show
- FY24 – Country Thunder Sponsorship
- FY24 – Alice Cooper’s Christmas Pudding Sponsorship
- FY24 – Barrett-Jackson – Opening Night Concert
- FY24 – M3F Music Festival
- FY24 – State Fair Concert Series
Community
- FY25 Governor’s Conference on Tourism Event
- FY24 Problem Gambling Symposium Sponsorship
- FY24 Mullett Arena – 9/11 Day Sponsorship
- FY24 Somos Peoria Sponsorship
- FY24 Flagstaff Oktoberfest Sponsorship
- FY24 Tempe Oktoberfest Sponsorship
- FY24 Phoenix Pride Sponsorship
- FY24 Cinco de Mayo Festival Sponsorship
- FY24 Arizona Hispanic Chamber of Commerce: Las Omigos Oro + DATOS
- FY24 SECC Golf Tournament
- FY24 Tucson Pride Sponsorship
- FY24 ONE Community – Spotlight on Success and Equality Membership
- FY24 3rd Annual Guajolotion Gracias Arizona
- State Forty Eight Gala
- ASU School of Journalism – Cronkite Luncheon
- FY24 one-n-ten Fresh Brunch Sponsorship
- FY24 Black Chamber of Commerce Annual Sponsorship
- FY24 Black Chamber of Commerce Scavenger Hunt Sponsorship
- FY24 Local First We Rise Empower Sponsorship
- FY24 Local First Recovery Center Sponsorship
- FY24 Salvation Army Donation
- FY24 State Fair
- Home and Garden Show (3-4 times per year)
- Park ‘N Swap
- West Valley Winter Wonderland
- Fountain Hills Art Festival
- IHome and Garden Show
- 4th Ave Street Fair – Tucson
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In the past few years, have you made any changes to your event strategy that were either a success or a failure? What did you learn?
With more competitors entering the gaming entertainment space, the Arizona Lottery is shifting more dollars to experiential and music sponsorships. These events allow us to reach more people, more cost-effectively. At the same time, we have also integrated more “Surprise and Delight” moments where we offer players the chance to win on-site upgrades like VIP seats.
We’ve learned quite a bit from our players regarding experiential promotions. These opportunities allow winners to enjoy a suite, trip, or concert experience they otherwise would not be able to purchase or obtain anywhere else. Additionally, for some of our players, the trips are the first vacations they have enjoyed in years.
If you have a physical presence at an event, what types of activations/engagement opportunities do you employ and why?
- Do you incorporate a prize wheel?
Yes
- Have you tried any other form of game?
Yes, we also have a Plinko board, dice roll, and cornhole boards.
- Do you sell tickets?
Tickets are sold from the Ticket Van only.
- Do you use a selfie booth?
With the proliferation of phone cameras, we do not have a selfie booth as this experience seems to be something players can create on their own.
- Anything else?
We often support on-site activations with promotional ticket giveaways. Whether there is a “Buy X, Get Y” offer or the opportunity to spin the wheel to win free tickets, we find that event attendees see more value in winning lottery tickets than standard promotional items.
Do you have certain KPIs you measure success with for events?
We measure sales, engagement, and social giveaway metrics. Ticket Van sales are as follows:
FY23 Sales (July 1, 2022 – June 30, 2023): $185k
FY24 Sales (July 1, 2023 – current): $228k