brand partners

Jeremy Chase, Director of Client Services
As director of client services, Jeremy oversees and collaborates with the account management team in STRUCK’s Salt Lake City office. With 18 years of client work under his belt, Jeremy’s experience is diverse and includes brand and advertising campaign strategy and digital and direct marketing. He also possesses a strong background in the travel and tourism industry with past experience working with state tourism offices, destination marketing organizations, convention and visitors bureaus, resorts, attractions and outfitters.

Jennifer Hughes, Director of Strategic Planning
With a career that spans both client-side and agency marketing, Jennifer brings more than 20 years of experience in strategic branding to the team. Her background involves brand leadership in both traditional and digital media with clients including Microsoft, MasterCard, Verizon Wireless, Intel, HP, IBM and Cisco. Jennifer was most recently with 3M, has worked as a marketing contractor, and spent nearly 10 years in strategy and account planning with McCann-Erickson and MRM Worldwide. Driven to uncover key strategic insights for clients, Jennifer has a deep research background and has also earned multiple industry rewards for success in marketing communications and public relations.

Alexandra Fuller, Creative Director
For 15 years, Alex has worked as a storyteller in several distinct roles, ranging from brand communications copywriter to editorial writer to Emmy-nominated filmmaker. She produced, wrote and edited the 2009 Sundance Film Festival premiere documentary, “Sister Wife,” which won the Special Jury Award at SXSW and screened at over 40 festivals worldwide. She also produced the documentary “Training for the Apocalypse,” which premiered on the National Geographic Channel in 2012. Most recently, Alex has focused on the advertising and branding worlds, creating award-winning campaigns and leading the creative efforts for several of STRUCK’s top travel and tourism accounts.

Machel Devin, Account Supervisor
As account supervisor, Machel collaborates with cross-functional agency teams and client partners. From inception to final execution and measurement, she manages strategy, creative development and production – while skillfully guiding STRUCK clients along the way. Machel has strong experience in several industries such as consumer packaged goods, real estate development and tourism. She’s a graduate from the University of Utah with a degree in mass communications.




Denise Miller, Executive Vice President
Denise has a solid track record of more than 30 years of experience and accomplishment in tourism marketing and research. She was the director of two convention and visitor bureaus in Indiana and served for three years as the state’s travel director. Since coming to SMARI in 1992, she has broadened her involvement with the tourism industry and has served as the project lead for most of SMARI’s tourism projects. By combining her marketing and research expertise, she brings valuable insight to developing new consumer programs and refining the marketing and implementation of existing programs. Denise also is skilled in qualitative research, and she is actively working with state and local organizations that promote economic development in the areas of target marketing, advertising effectiveness and economic impact.


film/photography partners

Lloyd Lee Choi, Director
Born and raised in the quiet suburbs of Ontario, Canada, Lloyd found a magical escape with cinema early on. He began to secretly create films of his own; directing, acting, shooting, and editing. As he honed his craft, he found directing to be his passion. With a number of awards (including his latest Silver Cannes Lions for his piece, “40 Love”), big global brands, and a couple of viral hits under his directing belt, he is driven to continue telling compelling stories with a cinematic eye and a human touch.  

Joey L., Photographer
Joey is a photographer based in Brooklyn, New York. He travels the globe creating emotionally compelling portraits while giving the viewer powerful insight into his subject’s life. Joey was named one of the “Most Influential Photographers on Social Media” by Eyefi, a web platform for digital photography. Complex Magazine named him one of the “30 Photographers under 30 to Watch.” And he has been recently featured in London’s National Portrait Gallery as part of the Taylor Wessing Photographic Portrait Prize exhibition.

struck by struck

Experience Scottsdale Vice President of Marketing Caroline Stoeckel explains how we teamed up with STRUCK for this extensive project.

Q: Why did you form a selection committee to choose an agency for the branding initiative, and how did you go about choosing your selection committee?

A: This was the first opportunity that Experience Scottsdale had to do integrated consumer brand research and corresponding brand advertising creative in more than 12 years. Since this branding initiative impacts Scottsdale’s entire tourism community, it was hugely important for Experience Scottsdale to be as transparent and inclusive as possible. The selection committee provided Experience Scottsdale with a checks-and-balances system to ensure impartiality.

Invitations to participate on the selection committee were sent to individuals who were highly engaged within Scottsdale’s tourism industry, had the time to commit to the process, and represented varied interests. Final selection committee members included Experience Scottsdale staff, along with individuals representing golf, arts and culture, retail, and hotels and resorts.

Q: What were the committee’s, and subsequently Experience Scottsdale’s, reasons behind choosing STRUCK?

A: It was a combination of factors, but mostly STRUCK’s proven background in tourism marketing, vast experience with both qualitative and quantitative research, and their track record of developing world-class creative for their clients. STRUCK’s agency mantra is built on emotion. They craft work that connects with audiences on a level that goes beyond feature, function and price. Our goal was to create a Scottsdale brand that resonates and makes an emotional connection with our customers for years to come. We felt that STRUCK was the perfect partner to make that happen.

Q: What were the pros of picking an agency out-of-market?

A: The biggest advantage to working with an out-of-market agency was that there were no preconceived notions about Scottsdale’s past, present or future. STRUCK brought to the table a fresh perspective and point of view from the lens of a potential customer and visitor, which was valuable to the branding process.

Q: After working with STRUCK for many months, what would you say they did exceptionally well?

A: The STRUCK team consists of genuine, down-to-earth people who are smart and extremely strategic in their thinking. But what they did best was listen. STRUCK thoughtfully listened to Experience Scottsdale staff and stakeholder feedback and made adjustments if something warranted changing. However, the team also was strong enough to say no if requests weren’t plausible, and they always provided justification.

Q: Experience Scottsdale specifically requested that the STRUCK team closely collaborate with our marketing team on the new brand. What was the advantage of having both teams work together?

A: The Experience Scottsdale marketing team functions as an in-house advertising agency consisting of designers, art directors, developers, marketers and media specialists. Our team lives and breathes the Scottsdale brand daily. It was important to find an agency willing to lead the process of transforming our brand in a collaborative environment that allowed for total Experience Scottsdale team buy-in along the way. This was extremely important because at the end of the day, if we – the stewards of Scottsdale’s new brand going forward – don’t wholeheartedly believe in our brand, our customers won’t either!


Community partners

While the Effortless Revitalization brand and Absolutely Scottsdale ad campaign are designed to appeal to out-of-town visitors, they have to align with who we are as a destination in order to be authentic. And there’s no group better to understand what our destination has to offer than our key community stakeholders. We are grateful for the time and insights they provided throughout this process.

Community Stakeholders
Fifty community stakeholders participated in in-person interviews and focus groups. An additional 230 people shared their thoughts in an online survey.

  • Ace Bailey, Ultimate Art & Cultural Tours
  • Andrew Chippindall, Mountain Shadows
  • Blessing McAnlis-Vasquez, Salt River Pima-Maricopa Indian Community
  • Brandon Maxwell, M Culinary Concepts
  • Brennen Evans, formerly of Fairmont Scottsdale Princess
  • Bruce Leadbetter, 360 Adventures
  • Camille Hill, Merestone
  • Ciara Franklin, AZA Events
  • Councilmember Virginia Korte, City of Scottsdale
  • Dale Hahne, Circa Arizona
  • Dale Moseke, SkyTouch Technology
  • Danielle Casey, City of Scottsdale
  • David Scholefield, Fairmont Scottsdale Princess
  • Debi Bridges, Bridges Media Group
  • Del Cochran, Grayhawk Golf Club
  • Donna Isaac, Scottsdale Public Art
  • Erin Jette, Four Seasons Resort Scottsdale at Troon North
  • Fred Unger, Spring Creek Development
  • Grant Crone, MMPR Marketing
  • Jack Miller, Fairmont Scottsdale Princess
  • Jerry Rose, Communication Links
  • Jesse Thompson, Hotel Valley Ho
  • Jim Bruner, Western Spirit: Scottsdale's Museum of the West
  • Jinger Richardson, The Legacy Gallery
  • JoAnn Handley, Scottsdale Historical Society
  • John Holdsworth, Xclusive Enterprises
  • Kate Birchler, Macerich
  • Kelly Bolender, formerly of WestWorld of Scottsdale
  • Kim Cole, Four Seasons Resort Scottsdale at Troon North
  • Kimber Lanning, Local First Arizona
  • Kristen Jarnagin, formerly of the Arizona Lodging & Tourism Association
  • Linda Dillenbeck, The Image Group Arizona
  • Lisa Murphy, Frank Lloyd Wright's Taliesin West
  • Margaret Dunn, Dunn Transportation
  • Margaret Leichtfuss, Scottsdale Leadership
  • Marion Kelly, Mayo Clinic
  • Mayor Jim Lane, City of Scottsdale
  • Mike Nealy, Fiesta Bowl
  • Mike Nolan, McDowell Sonoran Conservancy
  • Mike Petty, Communication Links
  • Mike Surguine, Sanctuary on Camelback Mountain Resort and Spa
  • Pam Gilbert, Fairmont Scottsdale Princess
  • Paul Katsenes, formerly of the City of Scottsdale
  • Rick Kidder, formerly of the Scottsdale Area Chamber of Commerce
  • Sam Campana, Desert Discovery Center Scottsdale Inc.
  • Shane Allor, JW Marriott Camelback Inn Resort & Spa
  • Sherry Henry, formerly of the Arizona Office of Tourism
  • Steve Geiogamah, City of Scottsdale
  • Tiffany Nelson, formerly of TPC Scottsdale
  • Timothy Rodgers, formerly of Scottsdale Museum of Contemporary Art

Campaign Hosts

Thank you to the following partners who allowed a nearly 40-person crew to descend upon their premises to capture the perfect shots for the Absolutely Scottsdale ad campaign.

  • Desert Foothills Events
  • Four Seasons Resort Scottsdale at Troon North
  • JW Marriott Camelback Inn Resort & Spa
  • Scottsdale’s McDowell Sonoran Preserve
  • W Scottsdale Hotel