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<h2 class="contentheading">
			Tourism Powers Tucson’s Economy	</h2>


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			<span class="createdate">
			Sunday, 12 June 2011 13:06		</span>
		
			<span class="createby">
			By Gabrielle Fimbres		</span>
		
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<img class="caption" src="/images/Summer11/tourism.jpg" border="0" alt="tourism.jpg" title="Photo courtesy of MTCVB" align="left" /><div>For the better part of a century, weary travelers have journeyed to Tucson to bask in our sunshine and revel in our beauty.</div><div><br /></div><div>They come for the culture and the climate, the golf and the guacamole.</div><div><br /></div><div>When the nation’s billionaire philanthropists recently sought an inspired setting for a brainstorming session, they migrated to Miraval, at the base of the glorious Santa Catalina Mountains.</div><div><br /></div><div>Tucson, you’re a gem.</div><div><br /></div><div>With luxury resorts, spas, dude ranches, world-renown outdoor recreation, attractions and events – including the Arizona Sonora Desert Museum, the Tucson Gem & Mineral Show and Canyon Ranch – Tucson has long been the destination of choice for travelers and meeting planners.</div>

<div><br /></div><div>A struggling economy, coupled with stormy political battles over immigration, however, left the region’s tourism industry reeling, with some of the lowest attendance numbers in years.</div><div><br /></div><div>But you can’t hold Tucson down for long. The tourism industry, with the Metropolitan Tucson Convention & Visitors Bureau taking the lead, is building partnerships and finding creative ways to bolster this critically important industry.</div><div><br /></div><div>“People often don’t see how tourism impacts our daily lives,” said Jonathan Walker, president and CEO of MTCVB. “People don’t connect the dots that tourism has an impact on them.”</div><div><br /></div><div>The numbers tell the story. Tourism in Tucson and Pima County annually provides: </div><div><br /></div><div>        •<span style="white-space: pre" class="Apple-tab-span">	</span>$2 billion in travel spending </div><div>        •<span style="white-space: pre" class="Apple-tab-span">	</span>22,300 jobs </div><div>        •<span style="white-space: pre" class="Apple-tab-span">	</span>$116 million in local and state tax receipts </div><div>        •<span style="white-space: pre" class="Apple-tab-span">	</span>4 million domestic overnight visitors</div><div><br /></div><div>“Without tourism, we would have half as many flights,” Walker said. “We would have fewer restaurants and attractions and destination resorts and world-class spas. Take tourism out of the mix and you wouldn’t have the ability to attract jobs. Tourism is the foundation on which everything else is built.”</div><div><br /></div><div>As the second-largest industry in the state behind technology, Tucson’s tourism roots date back to the 1920s with the Sunshine Climate Club, started by doctors promoting Tucson as a wellness destination.</div><div><br /></div><div>Among the first resorts were Westward Look, the Arizona Inn and the original El Conquistador Hotel, where El Con Mall later stood. The years would bring Sheraton (now Hilton) El Conquistador,  Loews Ventana Canyon, Westin La Paloma, Omni Tucson National, JW Marriott Starr Pass and The Ritz-Carlton, Dove Mountain.  </div><div><br /></div><div>“People in the early days came for a step into the Wild West, but most came for the weather, escaping freezing climates in the Midwest and the north,” Walker said.</div><div><br /></div><div>The Sunshine Climate Club became part of the Tucson Chamber of Commerce in the 1940s, and later became a city department. In 1982, the tourism bureau was formed as a private, non-profit entity.</div><div><br /></div><div>Today, it has 33 full-time and six part-time employees, and annual revenue sources of $6.5 million. About 85 percent of that comes from a bed tax on hotel rooms.</div><div><br /></div><div>The bureau partners with more than 600 businesses, forming a unified front desperately needed in a challenging economy.</div><div><br /></div><div>Hindering the efforts of the MTCVB is the reduction in their share of the bed tax. That revenue, which was $10 million in 2006-07, has been cut by the city and county to $6 million.</div><div><br /></div><div>Also dealing a devastating blow, Walker said, was fallout from immigration legislation SB1070 – later found to be unconstitutional – and the statewide boycott that ensued. Other factors hindering tourism are the lack of infrastructure downtown and limited direct flights into Tucson, experts say.</div><div><br /></div><div>“Collaborations, partnership and innovation are the keys to our recovery,” said Rick Vaughan, senior vice president of sales and marketing at MTCVB. “Once the economy gets moving, we should rebound at a solid pace.”</div><div><br /></div><div>At the crux of the mission to rebuild the industry are partnerships and collaborations. </div><div><br /></div><div>“We are in unison with the business community,” Walker said. “Our community and our government must understand tourism is a major revenue producer, and you can’t continue to cut our budgets if you expect us to grow tourism. Tourism is not an expense. It’s a revenue generator.”</div><div><br /></div><div>On a state level, tourism provides 200,000 jobs and $16.6 billion in annual spending, with $2.4 billion generated in tax revenues, according to Kristen Jarnagin, vice president of communications for the Arizona Hotel & Lodging Association.</div><div><br /></div><div>“It’s not just bellmen and servers,” she said. “It’s people who work in retail, landscapers, attorneys, dry cleaners and accountants. It trickles though the community.”</div><div><br /></div><div>Jarnagin said while SB1070 “definitely had an impact, other controversial immigration bills were recently defeated, and that was critical in giving us the ability to bring visitors back.”</div><div><br /></div><div>She is heartened by numbers from the first quarter, but said the state must be willing to support tourism through the bed tax.</div><div><br /></div><div>“It’s a competitive industry, and other states are spending tens of millions a year, all trying to capture that same visitor,” she said. “We have sunshine and golf, but so do California and Texas and Hawaii. Those states spend a lot more than we do. California spends $50 million a year on attracting tourists. We spend $8 million.”</div><div><br /></div><div>Walker said vibrant tourism is also key to attracting and retaining business – like Raytheon Missile Systems – to Tucson.</div><div><br /></div><div>So what do missiles and tourism have in common?</div><div><br /></div><div>Bob Koch, vice president of communications and external affairs at Raytheon, said tourism is critical to their success.</div><div><br /></div><div>“We are in a highly competitive environment, not only in our industry but in the recruitment and retention of high-level talent,” Koch said. “Part of that is having a vibrant tourism environment.”</div><div><br /></div><div>A couple of years ago, when Raytheon was working to lure Koch away from Maryland, he was not sure Tucson was where he wanted to be. On his one day here, Koch was advised to visit the Desert Museum. “I learned so much. I thought, wow, this is a cool place to be.”</div><div><br /></div><div>When Raytheon employees become entrenched in a rich community, they are more likely to make Tucson a permanent home, Koch said. Now a trustee of the museum, Koch said Tucson needs to show off its treasures.</div><div><br /></div><div>“If we bundle our offerings, we could be more successful in letting people know they can come here and have the Tucson experience,” he said.</div><div><br /></div><div>Lynn Ericksen, general manager at the Hilton Tucson El Conquistador Golf and Tennis Resort and chairman elect of the MTCVB, said the mission is to “get out and sell Tucson.</div><div><br /></div><div>“It is dog-eat-dog competitive out there. We must stay aligned with a regional solution. We cannot take our eye off the ball.”</div><div><br /></div><div>Ericksen said audits of the MTCVB by the county and city, which were expected to be complete at print time, “are an opportunity for us to show that we are managing taxpayer money wisely.”</div><div><br /></div><div>Ericksen said tourism is crucial in rebuilding Tucson’s economy. “When you look at what Arizonans really need right now, it’s jobs. Are mom and dad bringing home the bacon? Officials in Tucson, Oro Valley and Marana are struggling to increase revenues at every level of government. They’ve got a problem – and we’ve got a solution.”</div><div><br /></div><div>He said investments in travel and tourism have historically been one of the quickest ways to create jobs. “And travel and tourism is one of the cleanest industries you will ever find. People come from around the planet, they spend billions of dollars and then they go home, leaving a very light footprint.”</div><div><br /></div><div>A regional solution is critical, led by a strong MTCVB. “You’ve got to have one agency that sells the Tucson story. We must support the bureau through membership and through the bed tax.”</div><div><br /></div><div>Pima County Supervisor Sharon Bronson, who is a member of the MTCVB board, said the bureau and the community must be creative. “Everybody is struggling. There may not be more money readily available in the short term, so we must pool our resources wisely.</div><div><br /></div><div>“One example of being creative is the use of social media, and the bureau is doing that. It’s that kind of creative thinking that is needed, rather than writing bigger checks,” Bronson said.</div><div><br /></div><div>Tucson Mayor Bob Walkup hopes the MTCVB will soon receive a greater portion of the bed tax. “As our economy comes back, we must put money back into this vital asset.”</div><div><br /></div><div>“We have to work hard to convince people to come to Tucson and not go to Hawaii, and working so hard to do this is our outstanding MTCVB,” he added.</div><div><br /></div><div>Until the economy turns around, what is the recipe for shoring up the industry?</div><div><br /></div><div>Innovation, perhaps, is the mother of tourism revenue.</div><div><br /></div><div>When Bruce Beach, chairman of BeachFleischman, helped create the Tucson Festival of Books, the goal was to celebrate literacy.</div><div><br /></div><div>But a by-product of the festival, which became the nation’s fourth largest book fair in its third year, is an influx of visitors to Tucson.</div><div><br /></div><div>“This year, we paid $50,000 in airline tickets to bring 130 authors from out of town,” Beach said. Another 320 authors came on their own dime.</div><div><br /></div><div>“Many make a long weekend out of it,” Beach said. NPR host and author Scott Simon brought his family and stayed a week. And then there are the exhibitors and attendees. “Between 10 and 20 percent of the 100,000 attendees last year were from out of town,” he added.</div><div><br /></div><div>But bringing those visitors from out of town isn’t always easy, and Tucson would benefit from more direct flights. </div><div><br /></div><div>Bonnie Allin, president and CEO of Tucson Airport Authority, said TAA’s partnership with MTCVB is critical in attracting air service.</div><div><br /></div><div>“Air service not only serves the citizens of our region, but it’s critical to the creation of jobs and business development,” Allin said. “It is one of the key things a company looks at when they look at expanding or relocating to our area.”</div><div><br /></div><div>Direct flights are also critical in attracting conventions and meetings. When trying to convince airlines to add service to Tucson, the TAA must convince them that the community will fill those seats.</div><div><br /></div><div>“That’s where we partner with the bureau,” Allin said.</div><div><br /></div><div>The bureau was instrumental in helping bring non-stop from Atlanta on Delta Airlines a few years back. “They were with us every step of the way and were the tipping point.</div><div><br /></div><div>“It would be extremely difficult for us to convince airlines that we can continuously fill those seats if we didn’t have the bureau at the table with us, providing their statistics.”</div><div><br /></div><div>With rising oil prices, airline expansion is highly unlikely any time soon, “which means we have to work harder at our marketing efforts,” Allin said.</div><div><br /></div><div>At the peak in 2008, Tucson International Airport had 4.5 million passengers. That number dropped to 3.8 million in 2010. This March was especially slow, due to the loss of spring training.</div><div><br /></div><div>Brian Johnson, managing director of Loews Ventana Canyon and chair of Arizona Hotel & Lodging Association, said to boost tourism, it is critical for tourism partners to create a unique experience.</div><div><br /></div><div>“Loews Ventana Canyon embraces the mindset that travel – whether two miles or two thousand – is about new experiences and lasting memories,” he said. “The resort thrives on partnerships with organizations like Arizona Sonora Desert Museum and Tucson Botanical Gardens to enhance the uniquely local experiences of Tucson and the Sonoran Desert.”</div><div><br /></div><div>A unified effort by organizations including the MTCVB “are crucial to the perception of Arizona and Tucson,” he said. </div><div><br /></div><div>“They are out there every day telling the world about this magnificent place we call home, and that partnership is vital to each and every hotel, restaurant and attraction,” he said. “That marketing drives revenue to support Tucsonans from all walks of life, from the waitress at your favorite Mexican restaurant to the astronomer at an observatory. In return, the tax revenue from the hospitality industry should support the marketing of our destination.”</div><div><br /></div><div>Craig Ivanyi, executive director at the Desert Museum, said the museum is being creative in developing partnerships with businesses like Ventana Canyon.</div><div><br /></div><div>“We are working with resorts to introduce the Desert Museum to visitors,” Ivanyi said. “We bring animals out to Ventana Canyon, Starr Pass, The Ritz-Carlton, taking our education program out to the resorts.”</div><div><br /></div><div>Ivanyi said the museum brings people from around the world to Tucson “to see the rattlesnake and the Gila monster and the saguaros.” But in this economy, the museum also is working to lure        locals. </div><div><br /></div><div>Ivanyi said the museum and other attractions “make up the cultural fabric of the community.</div><div><br /></div><div>“It’s the soul of the city,” he said. “Combine that with the importance of having a world-class university and business growth naturally follows. You can’t underestimate the power of Tucson to lure visitors into becoming full-time residents.”</div><div><br /></div><div>Among them are former University of Arizona President Peter Likins and his wife, Pat. The couple first came to Tucson in the 1990s for a conference at Ventana Canyon.</div><div><br /></div><div>“Pete, if I can ever get you to retire, we ought to come to Tucson,” Pat told her husband, then president of Lehigh University in Bethlehem, Pa.</div><div><br /></div><div>When an executive search firm called Likins about the UA job, the couple’s love of Tucson factored significantly in their decision. </div><div><br /></div><div>They are not the only residents who first came as visitors. Canyon Ranch perhaps stands out as having put Tucson on the map.</div><div><br /></div><div>“Hundreds of people were first introduced to Tucson through Canyon Ranch. Many entrepreneurs moved their businesses here after coming to the Ranch,” said Mel Zuckerman, who left the homebuilding industry to launch the world renown spa 31 years ago. “Many people fell in love with Tucson because of Canyon Ranch.”</div><div><br /></div><div>Zuckerman was years ahead of his time as a founder of health and wellness tourism. And what he built has drawn visitors to Tucson for decades.</div><div><br /></div><div>“They ought to be promoting Tucson as an intoxicating, captivating place because that’s what it is,” Zuckerman said.</div><div><br /></div><div>Libby Francisco, chief operating officer of the Tohono O’odham Gaming Enterprise, said casino gaming is just one of many attractions that draw visitors to Tucson.</div><div><br /></div><div>“We learned in the last two years that gaming is not recession proof,” Francisco said. “And the nation relies heavily on income generated by the enterprise.” Profits from casino gaming are used to fund public safety, health care, education and care for the elderly. The enterprise supports 1,330 employees, 28 percent of whom are members of the tribe.</div><div><br /></div><div>To help boost visits, the enterprise partners with MTCVB. including recruitment trips to Mexico. “We are both in the business of selling Tucson,” she said.</div><div><br /></div><div>As CEO of Pascua Yaqui Gaming Enterprises, Wendell Long oversees Casino del Sol, Casino of the Sun and AVA Amphitheater. The enterprise is opening a hotel on 11/11/11. </div><div><br /></div><div>“A strong Tucson is good for everyone and MTCVB does a good job promoting the city. People come for the whole Tucson experience, and we are just part of the nightlife.”</div><div><br /></div><div>Andrew Schorr, a partner at Lewis & Roca and a board member at MTCVB, said he recognizes “that the tax dollars we put into organizations like the MTCVB are investments in an enhanced standard of living for all Tucsonans.</div><div><br /></div><div>“Tourists contribute to our economy and create jobs and opportunity for ourselves, our children and grandchildren.”</div><div><br /></div></div>

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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>3443</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>3698</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>3719</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>3732</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>3760</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>3774</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>3796</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>3810</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>3984</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4056</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4082</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4339</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4422</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4476</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4605</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4641</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4674</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4705</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4809</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4841</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4880</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4916</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4951</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>4986</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>5309</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>6505</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>6566</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>6675</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>7551</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>10118</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>10183</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>10208</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>10739</b><br />
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<b>Deprecated</b>:  Assigning the return value of new by reference is deprecated in <b>/data/16/0/142/134/631949/user/644546/htdocs/digital2/docs/libraries/simplepie/simplepie.php</b> on line <b>10748</b><br />
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