With a centralized events calendar and multi-hub strategy, Old Town Scottsdale unified 320+ businesses, city departments, and a year-round slate of programming — all from a single platform.
Old Town Scottsdale sits at the heart of one of the most visited cities in the American Southwest. Within just one square mile, visitors find over 320 retailers, more than 100 restaurants, 50 art galleries, 45 public art installations, and 7 museums, including a Smithsonian affiliate. It is, in every sense, a destination that lassos visitors from well beyond the Sonoran Desert.
The district’s identity is proudly rooted in its heritage. Known as “The West’s Most Western Town,” Old Town Scottsdale brings the frontier to life through Western Week celebrations, street performers like the beloved Lasso Steve, saloon-front architecture, and one of the most photographed cowboy statues in the country. But beneath the southwestern charm is a modern, cutting-edge city with high-end infrastructure and a first-class visitor experience.
Angelica Cipullo, the Old Town Marketing Program Manager, oversees programming, marketing, business relations, and visitor communication in the downtown area. Events happen every single day of the year, from intimate wine tastings at local shops to the city’s flagship holiday celebration, which runs from the Saturday after Thanksgiving through New Year’s Eve. Before BeWith, managing that volume across multiple departments and hundreds of businesses was a fragmented, manual process with no centralized system.
Events in Scottsdale are not managed by one team. Tourism and Events, Parks and Recreation, the Communications Department, the Library, and individual businesses all create their own programming. There was no single place where a resident or visitor could see everything happening in the city, and no way for departments to share or cross-promote across those silos.
Before BeWith, there was no structured way to continue the conversation with someone who attended an event. If 500 people showed up to a movie night, the city did not have a standard to thank them afterward, invite them to the next event, or convert that one-time visit into an ongoing relationship.
The city's diverse audiences — tourists discovering Scottsdale for the first time, repeat visitors, local residents — all received the same broad messaging. There was no way to segment or personalize communication based on what each person was actually interested in.
“It’s been great working together, and really thankful for the calendar and everything it can do.”
ACAngelica CipulloOld Town Marketing Program Manager, City of Scottsdale
The BeWith calendar became the single source for everything happening in Old Town Scottsdale. From a museum exhibition opening to the weekly farmers market, every event — regardless of who organized it — now lives in one place. Visitors searching OldTownScottsdaleAZ.com can find what's happening today, this week, or months from now without bouncing between departments or websites.
Scottsdale didn't stop at one hub. Starting with Old Town as the pilot hub, the city expanded to four connected hubs, with more planned for 2026. The hubs now include the Main City Calendar, The Library, and WestWorld Event Center. For one-off events, specialty tags are used, such as for Scottsdale's 75th anniversary. Events flow between hubs, so an Old Town festival also appears on the citywide calendar when they overlap and vice versa — giving businesses and programs dramatically more exposure.
The RSVP function became one of the most heavily used features. For ticketed events, attendees can reserve a spot and submit payment. For free events, the RSVP helps the team plan for staffing, security, and food vendors. But the real power is what happens after: automated pre-event reminders, post-event thank-yous, and newsletter signups that turn a single visit into a year-long relationship.
Old Town's iconic Thursday Night ArtWalk and nine annual Gold Palette ArtWalk events use BeWith's priority feature to surface at the top of the calendar. The same goes for Scottsdazzle — the city's beloved holiday celebration that fills the Old Town area from Thanksgiving through New Year's Eve. Signature programming gets the visibility it deserves.
If an event happens at a local brewery or art gallery, the Old Town team takes pride in curating the events — but if an event is taking place at WestWorld, the BeWith platform enables that team with its own tools for uploading events. BeWith offers each community the flexibility to allow external partners to upload events for approval, or curate their calendar like Scottsdale does.
Every business in Old Town now has its events surfaced on a professional, city-branded calendar. Events that once lived only on individual social media pages or websites are now discoverable by anyone visiting OldTownScottsdaleAZ.com.
When Old Town events began appearing on the main city calendar, businesses gained access to a dramatically larger audience. As Angelica put it: “When it was originally just on the Old Town calendar, it was only people visiting the Old Town site. And now that it also funnels to the main city calendar, that’s an additional service we can provide our local businesses, because it expands the reach and overall impressions the event receives.”
Free and ticketed events alike now feed a continuous communication loop. Pre-event notifications, post-event thank-yous, and newsletter signups mean the city doesn’t lose touch with attendees after the lights go down. A visitor who RSVPs for a movie night in May can become a holiday celebration attendee in December.
“If we’re having a movie night, it’s nice to be able to know, should we expect 100 people or 1,000 people? This way, we can plan for things like security, food vendors, and staffing so we know how many people we need to have on the event grounds that evening.”
ACAngelica CipulloOld Town Marketing Program Manager, City of Scottsdale
With Scottsdale celebrating 75 years, the platform’s topic filter feature gave the anniversary its own dedicated stream. Events created by the Communications team flow to the main calendar and cross-pollinate with Old Town’s hub, ensuring every resident and visitor knows how to join the celebration.
“We’re able to send event attendees a notification prior to the event, and a thank you after the event, ask them if they want to be part of our newsletter, so then we can continue to have that conversation all year long.”
ACAngelica CipulloOld Town Marketing Program Manager, City of Scottsdale
Scottsdale isn’t slowing down. The city is launching an Experience Passport at the end of April 2026, a program that invites visitors to travel throughout Old Town, collecting stamps at local restaurants, art galleries, and retailers along the way. Weekly prizes of $100 will reward participation, and the program is designed to encourage foot traffic from one end of Old Town to the other.
The team is also exploring API integrations that would allow events from partner websites to flow directly into the BeWith calendar, reducing the manual curation workload. And with more hubs planned for 2026, Scottsdale is building a model that other tourism-driven cities can follow: a customizable, centralized platform that lets residents and visitors find exactly what they’re looking for, while giving the city the data and relationships it needs to keep them coming back.
Whether you manage a one-square-mile district or an entire county, BeWith helps you centralize events, build visitor relationships, and grow your community’s reach.