[ 1. CALL TO ORDER/PLEDGE OF ALLEGIANCE/MOMENT OF SILENCE]
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WE'RE GONNA BE GETTING STARTED SHORTLY.
SO I WANNA REMIND EVERYBODY TO PLEASE TURN OFF YOUR ELECTRONIC DEVICES, SILENCE YOUR, YOUR PHONES, OR TURN THEM OFF YOUR CHOICE, BUT WE'LL KNOW IF THEY GO OFF.
WE'RE ALL GOING TO HEAR OTHERWISE
WELCOME EVERYBODY TO OUR MEETING TODAY.
MARCH 29TH, 2023 TO SEDONA CITY COUNCIL MEETING.
UM, MADAME CLERK, CAN YOU CALL THE ROLE, WHERE ARE YOU? O OVER THERE? YES.
PLEASE RISE AND JOIN ME WITH THE PLEDGE.
OF THE UNITED STATES OF AMERICA.
ONE NATION UNDERGROUND INDIVIDUAL WITH LIBERTY AND JUSTICE.
AND NOW JOINING ME, JOINING ME FOR A MOMENT OF SILENCE.
SO, UH, TODAY WE HAVE TWO ITEMS ON THE AGENDA, AND I JUST WANNA GO OVER SOME OF THE INFORMATION BEFOREHAND, SO THERE'S NO, NO SURPRISES.
WE ARE GOING TO, UH, PROVIDE TWO HOURS FOR EACH ITEM.
SO THERE'LL BE A HARD STOP AT FOUR O'CLOCK FOR THE CHAMBER, AND, UH, WE'LL TAKE A SHORT BREAK AND THEN GO ON FOR THE, UH, THE NEXT PORTION AFTER THAT.
BUT EACH WILL GET, UH, TWO HOURS.
[3.a. AB 2935 Presentation/discussion/possible direction regarding the Fiscal Year 2023 (FY23) program of work and budget for the contract for services between the Sedona Chamber of Commerce and Tourism Bureau (SCC&TB) and the City of Sedona. SCC&TB will provide an update on the progress, accomplishments and key performance indicators for the various programs, projects and initiatives being pursued as part of the current fiscal year work program. ]
AND MICHELLE, I GUESS YOU HAVE THE, UH, THE PRESENTATION THAT YOU HAVE UP THERE.SO WHY DON'T YOU, WE'RE GOING TO ALLOW MICHELLE, UH, TO BE UNINTERRUPTED DURING HER PRESENTATION, AND THEN WE'LL GO BACK AFTERWARDS TO TOUCH ON ANY TOPICS.
ALL RIGHT, SO YOU HAVE THE FLOOR, MICHELLE.
HOPEFULLY WE WON'T NEED TWO FULL HOURS, BUT WE'LL SEE.
I'M JUST GOING BY PAST PERIODS.
SO, UM, LET'S, LET'S DO WHAT WE NEED TO DO.
GOOD AFTERNOON, MAYOR JALO, VICE MAYOR PLU AND COUNCIL MEMBERS.
UH, WE'RE PLEASED TO BE HERE TODAY TO PRESENT A STATUS REPORT OF THE FISCAL 23, UM, PROGRAM OF WORK EXECUTED BY THE TERRORISM BUREAU.
UH, SINCE WE DID DECIDE THAT WE'RE GO, WE'RE GOING TO GO THROUGH THE PRESENTATION PRIOR TO QUESTIONS.
SO THANK YOU FOR IDENTIFYING THAT.
LAST SUMMER, YOU HAD APPROVED OUR FISCAL 23 DESTINATION MANAGEMENT PLAN.
IN THAT PLAN, YOU'LL FIND KEY PERFORMANCE INDICATORS, WHICH INCLUDED SALES AND BED TAX COLLECTIONS, ALONG WITH TRADITIONAL AND SHORT TERM RENTAL LODGING PERFORMANCE, A SEDONA SWAT OR STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS ANALYSIS, AND A LOOK AT NATIONAL, REGIONAL, AND LOCAL TOURISM INDUSTRY TRENDS.
THE ANALYSIS OF THIS INFORMATION, ALONG WITH THE UNDERSTANDING OF CURRENT COMMUNITY PRIORITIES, PROMPTED US TO COME UP WITH THESE SIX GOALS FOR THE YEAR, WHICH WERE THE BASIS FOR THE PROGRAMS DEVELOPED.
AS WE MOVE THROUGH TODAY'S UPDATES, YOU'LL SEE ACTIVITY KPIS FOR EACH PROGRAM.
WE DO HAVE SIX IDENTIFIED KPIS FOR EACH INDIVIDUAL GOAL THAT WE'RE CONSIDERING, KIND OF THE LARGER MEASUREMENT OF SUCCESS, AND YOU'LL SEE THOSE AT THE END OF THIS FISCAL YEAR.
OUR FIRST ANNUAL GOAL IS TO ENCOURAGE POSITIVE VISITOR BEHAVIOR WHILE VISITORS ARE IN MARKET.
HERE ARE THE PROGRAMS THAT ARE HELPING US TO ADDRESS THIS GOAL.
STARTING WITH THE ONLINE TOOLKITS.
OVER THE YEARS, WE HAVE FORMED A GREAT RELATIONSHIP WITH LEAVE NO TRACE.
BECAUSE OF OUR CREATIVE COLLABORATIONS, WE'VE EVEN BECOME A MODEL DMO FOR LEAVE NO TRACE.
WHEN THEY PRESENTED TOURISM CONFERENCES, ONE PROGRAM THAT WE DEVELOPED WITH THEM IS THE LEAVE NO TRACE PROUD PARTNER PROGRAM.
AS AN ORGANIZATION, WE HAVE GREAT ACCESS TO THE BUSINESS COMMUNITY AND IT'S PROGRAMS LIKE THE SEDONA TRAIL KEEPERS AND THIS PROUD PARTNER PROGRAM THAT REALLY SHINE THE LIGHT ON THE CONNECTION THAT WE CREATE BETWEEN SUSTAINABILITY
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PRACTICES AND THE BUSINESS COMMUNITY, COMMUNITY AND PRIVATE SECTOR.IN THIS CASE, WE ENCOURAGED BUSINESSES TO SHARE THE LEAVE NO TRACE MESSAGE WITH THEIR CUSTOMER.
SO WE CREATED THIS FREE ONLINE TOOLKIT, WHICH IS AVAILABLE TO ALL BUSINESSES THROUGH AN EASY REGISTRATION FORM.
ONCE A BUSINESS REGISTERS, THEY HAVE ACCESS TO A NUMBER OF DIFFERENT PIECES OF PROFESSIONAL LEAVE, NO TRACE BRANDED CONTENT TO USE AS THEY WISH.
OUR GOAL THIS YEAR WAS TO SIGN UP 80 NEW SUPPORTERS.
WE ARE AT 58 THROUGH FEBRUARY AND EXPECT TO BE OVER OUR GOAL BY JUNE.
AS WE DO GO THROUGH THIS PRESENTATION, WHAT WE'VE DONE IS COLLECTED THE KIND OF STATUS THROUGH FEBRUARY, JUST SO YOU'RE AWARE.
TRACE TOOLKIT HAS A REGISTRATION COMPONENT.
THAT'S BECAUSE THERE ARE LEGAL REQUIREMENTS DUE TO THEIR TRADEMARKING USAGE RIGHTS.
SO THAT TOOLKIT, OOPS, I'M A LITTLE ADVANCED.
UM, SO THAT, THAT TOOLKIT IS THAT TOOLKIT KPI IS THE NUMBER OF ACTUAL USERS WHO HAVE REGISTERED FOR THE CONTENT.
ON THE OTHER HAND, WE HAVE TO MEASURE PAGE VIEWS FOR THE TWO ONLINE TRANSIT TOOLKITS, WHICH IS WHAT YOU SEE HERE.
SINCE REGISTRATION IS NOT REQUIRED TO ACCESS THESE PARTICULAR TOOLKITS, WE FOUND THIS YEAR THAT THE BUSINESSES WEREN'T OVERLY RECEPTIVE TO THE TRANSIT ONLINE TOOLKITS, DESPITE OUR REGULAR ENCOURAGEMENT TO USE THEM.
HOWEVER, WE ARE SEEING GOOD DEMAND FOR THE SEDONA SHUTTLE RIDER GUIDES.
SO THEY'RE THE BUSINESSES WERE MORE INTERESTED IN RECEIVING THE ACTUAL COLLATERAL PIECES THAT HELP THEM MARKET VERSUS THE ONLINE TOOLKITS.
MANY HAVE ADDITIONALLY, MANY BUSINESSES HAVE ADDITIONALLY EXPRESSED THAT THEY'RE VERY HAPPY WITH THE QR CODE THAT WAS ADDED TO THE MORE RECENT VERSIONS OF THE COLLATERAL, WHICH REALLY GIVES THEM EASY ACCESS TO SEDONA SHUTTLE.COM.
WE INITIALLY ROLLED OUT THE VERDE SHUTTLE INFORMATION WITH A FOCUS ON BILLING IT AS THE WAY FOR FOLKS WHO LIVE IN COTTONWOOD AND CLARKDALE TO COMMUTE TO WORK IN SEDONA.
AS WE WORK THROUGH THE TRANSIT MARKETING PLAN, WE ARE NOW EXTENDING THE MESSAGE OF THE VERDE SHUTTLE TO PROMOTE IT TO AREA VISITORS.
WE CREATED SOME ADDITIONAL COMMUNICATIONS THROUGH BLOG POSTS AND OUR FRONT LINER NEWSLETTER TO HELP FOLKS REALIZE AND RECOGNIZE THE VERDE SHUTTLE AS A VIABLE OPTION TO MOVE AROUND THE REGION.
IN ADDITION, WE GAVE A SHORT PRESENTATION AT THE MOST RECENT CONCIERGE NETWORK EVENT WHERE WE, FOR THE SECOND TIME, PRESENTED THE VERDE SHUTTLE AS THE ANSWER TO THE NON-EXISTENT UBER OR LYFT RIDE IN SEDONA.
WE'LL CONTINUE TO DEVELOP IDEAS ON HOW TO ENGAGE THE BUSINESS COMMUNITY AND GET THEM EXCITED ABOUT THE SHUTTLE SYSTEMS. UH, WE'VE TALKED ABOUT DOING, UM, A FEW THINGS LIKE CREATING FAMS, GETTING SOME OF THE BUSINESS OWNERS GMS, FOR EXAMPLE, ON A, ON ONE OF THE SHUTTLES, AND ACTUALLY LET THEM EXPERIENCE WHAT IT'S LIKE TO BE ON THEM THAT COULD HELP INSIGHT SOME EXCITEMENT AND FURTHER COLLABORATION WITH THE BUSINESS COMMUNITY.
GEOFENCING ALLOWS US TO TARGET SPECIFIC MESSAGING TO VISITORS WHO ARE ON THE ROB DEVICES AND WITHIN CITY LIMITS.
WE TOOK THE FIRST QUARTER TO SET UP THE PROGRAM, THAT'S WHY YOU'LL SEE Q1 WITH AN NA.
ONCE THE PROGRAM BEGAN TO RUN, HOWEVER, THE RESULTS WERE IMMEDIATE, WE WILL SEE A SPIKE YET DUE TO SPRING, UH, BREAK, AND WE ARE PACING APPROPRIATELY TO MEET OUR URINE IMPRESSIONS GOAL.
IN ROOM VIDEOS CONTINUE TO RUN IN OVER 85% OF ALL OF SEDONA AREA HOTEL ROOMS, INFORMING VISITORS HOW TO NAVIGATE RESPECT AND LEARN ABOUT SEDONA THROUGH FIVE DIFFERENT VIDEOS, RUNNING AND ROTATION, INCLUDING RESPECT, RED ROCK COUNTRY LEAVE NO TRACE NAVIGATING THE ROUNDABOUTS AND BICYCLE ETIQUETTE.
THE MEASURE FOR VIEWS IS BASED ON THE ESTIMATED NUMBER OF DISPLAYS WITHIN THESE LODGING ESTABLISHMENTS ACROSS ALL ROOMS. THE PROGRAM'S ON TRACK TO MEET ITS TARGET AND WILL END, WILL, WILL BE, EXCUSE ME, WE WILL BE UP AND RUNNING ALSO WITH, UH, THE RED ROCK TV SMART TV PROGRAM IN SMALLER PROPERTIES AND SHORT-TERM RENTALS THIS FISCAL YEAR, YET ENCOURAGING POSITIVE VISITOR BEHAVIOR IN MARKET ALSO INCLUDES ALL OF THE GOOD WORK BEING DONE BY THE VISITOR CENTER.
OUR STAFF AND VOLUNTEERS ARE HIGHLY TRAINED AND LOVE WHAT THEY DO WHILE PROVIDING USEFUL MAPS AND INFORMATION, AS WELL AS EDUCATING ON THE LEAVE NODE, TRACE PRINCIPLES, WE HAVE THE SECOND BUSIEST VISITOR CENTER IN THE ENTIRE STATE.
THE NEXT KPI FOR THE VISITOR CENTER IS MANAGING AND ASSISTING PHONE AND EMAIL INQUIRIES OF WHICH WE'RE PACING FOR APPROPRIATELY.
THE FINAL K P I ASSIGNED TO THE VISITOR CENTER IS REGARDING THE VISITOR SATISFACTION RATING.
THROUGH OUR CONTINUED HARD WORK AND EXCELLENT SERVICE, WE ARE AGAIN CONFIDENT IN OUR ABILITY TO MEET THIS TARGET.
THIS PROGRAM WAS ORIGINALLY CALLED THE CONCIERGE NETWORK.
WHEN WE ORIGINALLY PRESENTED THE CONCEPT TO YOU EARLIER
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IN THE FISCAL YEAR, WE HAVE REALIZED IT'S A LITTLE TOO REMINISCENT OF THE SEDONA CONCIERGE NETWORK, WHICH IS PETE SANDERS TRADE GROUP FOR CONCIERGE.SO THAT PLUS THE FACT THAT WE WERE RUNNING A NEWSLETTER ALREADY EVERY WEEK CALLED THE FRONT LINER.
WE RENAMED OUR PROGRAM TO BE THE FRONT LINER PROGRAM.
NOT TO MENTION THE FACT THAT FRONT LINERS REALLY DO ENTAIL EVEN MORE THAN THE CONCIERGE.
IT INCLUDES WAIT STAFF, IT INCLUDES RETAIL EMPLOYEES, ANYONE WHO MIGHT HAVE A FRONTLINE CONNECTION TO THE VISITOR.
SO WE'VE BROADENED THE AUDIENCE OF THIS PROGRAM AND RENAMED IT.
THE KPI FOR THIS PROGRAM IS THE, UH, FRONT LINER NEWSLETTER OPEN RATE AS THAT IS REALLY THE PRIMARY MEANS OF WHICH WE STAY IN TOUCH WITH THE, WITH THE, UH, FRONT LINERS ON A REGULAR BASIS AND KEEP THEM INFORMED.
YOU CAN SEE THAT WE ARE WELL EXCEEDING THE OPEN RATE TARGET EACH QUARTER AT 55%.
WE HAVE, UM, SURVEYED THIS GROUP, THE FRONT LINERS, AND TO, YOU KNOW, TO INQUIRE WHAT KIND OF INFORMATION THEY NEED TO KEEP THEM MOST, UH, ABREAST OR KEPT ABREAST OF WHAT'S HAPPENING IN THE AREA AND HOW TO BEST SERVE VISITORS.
WE THEN FEATURE THOSE TOPICS IN OUR NEWSLETTER AND ALSO DO WHAT WE CAN TO PROVIDE THE COLLATERAL THAT WILL HELP THEM ANSWER THEIR QUESTIONS ON THE NEWSLETTER.
WE ARE NOW UP TO 170 SUBSCRIBERS UP FROM A HUNDRED.
SO WE'RE REALLY GAINING TRACTION IN THE NEWSLETTER.
AND AS A RESULT OF OUR SURVEY, WE'VE ALSO, UH, WE'RE LEANING TOWARDS ON THE COLLATERAL PIECE, UM, LOOKING AT AN ITERATION OF THE 3D, THE VERY POPULAR 3D MAP THAT ELLO PRODUCES MM-HMM.
SO WE'RE WORKING WITH THE FRONT LINERS WITH AL AND RESEARCHING WAYS TO PROVIDE A TOOL THAT ADDRESSES ALL OF THE FRONT LINERS NEEDS.
AND WE HOPE TO HAVE THAT, OR WE PLAN TO HAVE THAT DONE BEFORE THE END OF THE FISCAL FISCAL YEAR.
THE FINAL PIECE OF THIS CONCIERGE, OR THIS FRONT LINER, UH, PROGRAM IS THE CONCIERGE CONNECTOR, WHO IS A PERSON.
UM, THIS IS THE, UH, PERSON WHO, WITH THE ASSISTANCE OF OUR PROGRAMS MANAGER, MARY LEE, UM, IS CHARGED WITH CONNECTING WITH THE FRONTLINE STAFFERS ON A REGULAR BASIS TO ENSURE THAT THEY'RE RECEIVING EVERYTHING, THAT THEY'RE ALL THE COLLATERAL THAT, UM, THEY'RE REQUESTING, UM, INCLUDING THE ESG SHUTTLE GUIDES AND SECRET SEVEN VISITOR DISBURSEMENT INFORMATION.
THE CONCIERGE CONNECTOR IS CURRENTLY ENGAGED WITH OVER 80 BUSINESSES, WHICH INCLUDES TRADITIONAL AND SHORT TERM RENTAL, LODGING, SHORT COMPANIES, AND RETAIL AND SERVICE ESTABLISHMENTS.
FINALLY, UM, WE DO GO TO ALL OF THE CONCIERGE NETWORK, UH, MEETINGS.
THE ONES THAT PETE SANDERS PUTS ON.
UH, MARYLEE HAS BEEN IN ATTENDANCE SINCE NOVEMBER AND WILL CONTINUE TO ATTEND.
AND WHILE SHE'S THERE, SHE DOES PRESENT, UH, WHAT IS, WHAT IS KIND OF THE TOPIC OF THE, OF THE NEED OF THE TIME.
SO MUCH OF THE TIME IT'S THE VISITOR, IT'S THE, UH, SONSONA SHUTTLE IN THE BRADY SHUTTLE THAT SHE, THAT SHE SPENT SOME TIME PRESENTING ON.
SO WE COORDINATE WITH ROBERT WEBER AND FIGURE OUT WHAT, WHAT IT IS THAT, UH, WE WANNA COMMUNICATE FOR THAT PARTICULAR MEETING.
ANOTHER WAY TO ENCOURAGE POSITIVE VISITOR BEHAVIORS BY EDUCATING THE CONSUMER WHO IS ALREADY PREDISPOSED TO TRAVELING TO SEDONA.
WE PLACED SEDONA ADS IN THESE, IN FIVE ANNUAL GUIDES, THE ARIZONA STATE VISITOR GUIDE, THE PHOENIX VISITOR GUIDE, THE TUCSON OFFICIAL TRAVEL GUIDE, GRAND CANYON JOURNAL, AND THE PRIDE GUIDE.
READERS OF THESE GUIDES ARE LIKELY CONSIDERING TRAVELING UP NORTH.
SO NOW WITH OUR SUSTAINABLE TOURISM ADS IN PLACE, THEY WILL HAVE A BETTER UNDERSTANDING OF WHO WE ARE AS A DESTINATION AND THE IMPORTANCE OF TREATING SEDONA WITH CARE.
WE CONTINUE TO EDUCATE OHV USERS ABOUT RECREATING RESPONSIBLY WITH THE TREAD LIGHTLY PRINCIPLES AND MESSAGES.
WE ARE ALSO SHARING SOME OF THE ROCK GROUP'S ACTIVITY TO ILLUSTRATE THE ACTIVITY BEHIND THE SCENES IN SEDONA, WHICH FURTHER ENCOURAGES GOOD BEHAVIOR.
OUR SECOND GOAL THIS YEAR IS TO LESSEN THE DENSITY OF VISITORS AT BUSY LOCATIONS.
AND THE REAL, UH, STAR OF THIS GOAL IS THE SEDONA SECRET SEVEN CAMPAIGN, WHICH ENCOURAGES VISITATION TO LESSER KNOWN TRAILS, THEREBY LESSENING THE VOLUME OF VISITORS AT THE BUSY ONES.
SECRET SEVEN CONTINUES TO BE A VERY SUCCESSFUL PROGRAM, AND WE HAVE ALREADY EXCEEDED OUR KPI PAGE VIEWS FOR THE YEAR.
IF YOU'LL RECALL FROM OUR LAST MEETING, THERE WAS A CONCERN ABOUT TWO OF THE CATEGORIES, THE SPIRITUAL AND ARTS CATEGORIES, SINCE THOSE CATEGORIES HAD BUSY LOCATIONS IN THEM, LIKE THE CHAPEL AND GALLERY ROW.
SO WE'VE REVISED THOSE TWO SECTIONS AND WE REPLACED THE SPIRITUAL SEC, THE SPIRITUAL CATEGORY WITH, UH, THE JOURNEY OF THE INDIGENOUS PEOPLES.
AND WE'VE WORKED WITH A O T, WE'VE WORKED WITH THE FOREST SERVICE, WE'VE WORKED WITH, UH, THE VERDE VALLEY ARCHEOLOGY, UH, VERDE VALLEY ARCHEOLOGY CENTER TO ENSURE THAT WHAT WE PRESENTED, UH, WAS APPROPRIATE.
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OF THOSE HIDDEN GEMS. SEDONA IS ALSO KNOWN FOR ITS UNIQUE ARTS AND CULTURE, AND WE MOVED AWAY FROM THE MORE OBVIOUS PLACES IN THIS PARTICULAR CATEGORY AND REALLY FOUND SOME REALLY COOL BEHIND THE SCENES.KIND OF ONLY LOCALS KNOW THINGS SUCH AS, UM, HERE, LET ME GRAB THAT FOR YOU SO I CAN GIVE YOU AN EXAMPLE.
CAPRICORN HILL, WHICH IS THE HOUSE, UM, THAT MAX ERNST AND DOROTHEA TANNING LIVED IN IN THE 1940S, FAMED SURREALISTS.
UH, WE ARE ALSO GUIDING PEOPLE TO GALLERY 9 28, WHICH IS BEHIND, WHICH IS THE, UM, BEHIND THE ART CENTER, A MURAL THAT RESIDES THERE.
JACK JAMESON MEMORIAL PARK MIGHT NOT BE A, UM, A HIDDEN GEM TO US LOCALS, BUT DEFINITELY TO THE VISITORS.
UH, IT'S A, IT'S A NEW THOUGHT THAT THEY PROBABLY WOULDN'T HAVE THOUGHT OF.
UM, SEDONA HERITAGE MUSEUM, THAT'S A LITTLE BIT MORE WELL KNOWN, BUT WE WERE, WE WOULD BE REMISS IF WE DIDN'T INCLUDE THAT IN THE ARTS AND CULTURE SECTION OR CATEGORY.
SO THIS BROCHURE, ALL OF THE, UM, THESE UPDATES HAVE BEEN MADE ALREADY VETTED BY THE FOREST SERVICE, MADE ALREADY ONLINE ON SEDONA SECRET SEVEN.COM, AND WE ARE, UM, DOING FINAL PROOFING OF THE BROCHURE AND WE'LL WILL GET THAT PRINTED BEFORE THE END OF THE FISCAL YEAR.
OUR THIRD GOAL IS TO ASSIST IN PRESERVING SEDONAS NATURAL RESOURCES.
AS YOU'LL RECALL, WE COMMISSIONED LEAVE NO TRICE TO CONDUCT RESEARCH AND MAKER FERMENTATIONS FOR OUR VOLUNTEERISM FRAMEWORK.
WE SURVEYED THIS YEAR, 718 VISITORS AND RESIDENTS.
WE'VE ALSO INTERVIEWED STAKEHOLDERS SUCH AS THE VERDE VALLEY HABITAT FOR COM FOR HUMANITY.
OAK CREEK WATERSHED COUNCIL KEEPS IT ON A BEAUTIFUL AND FRIENDS OF THE VERDE RIVER.
AND WE ARE NOW IN THE PROCESS, ALONG WITH LEAVE NO TRACE OF LOOKING AT ALL OF THE RESEARCH AND FORMULATING IT TO BE ABLE TO PRESENT TO YOU, UH, BEFORE THE YEAR IS UP A, A SUGGESTED FRAMEWORK FOR HOW TO MOVE FORWARD WITH ACTUAL VOLUNTEERISM PROGRAMS AND EVENTS THAT WE WOULD EXECUTE IN FISCAL 24.
BUT SO FAR, YOU'LL SEE HERE ON THIS SLIDE A FEW OF THE SNIPPETS THAT WE'VE FOUND.
SO, UH, TO DATE, AS WE ARE STARTING TO LOOK AT DEEPER INTO THE RESEARCH, WE FOUND THAT NEARLY 74% OF VISITOR RESPONDENTS AGREE THAT SUSTAINABILITY IS IMPORTANT.
UH, NEARLY ONE THIRD OF RESPONDENTS STATED THAT THEY WOULD BE INTERESTED IN PARTICIPATING IN A VOLUNTEER EVENT.
THE AVERAGE VISITOR AGE THAT WE CALLED WAS 50 YEARS OLD.
AND WHAT WE LEARNED THROUGH THE SURVEYING IS THAT THEY'RE INTERESTED IN PARTICIPATING IN VOLUNTEER WORK THAT WOULD ALLOW THEM TO HELP IN WILDLIFE SURVEYING, TRAIL WORK, LITTER REMOVAL, AND ANIMAL CARE.
OUR STAKEHOLDERS INDICATED THAT THEIR BIGGEST HURDLES IN EXECUTING A VOLUNTEER, UH, OR VOLUNTEERISM TYPE EVENT WOULD BE STAFFING FUNDING AND LIABILITY.
SO THERE'S SOME CONSIDERATIONS TO BE MADE BY ALL OF THIS, AND THAT'LL INFORM OUR FRAMEWORK THAT WE PRESENT TO YOU BEFORE THE END OF THE YEAR, THE SUSTAINABLE BUSINESS CERTIFICATION PROGRAM.
SO WE HAVE A HISTORY OF SUPPORTING THE INITIAL SUSTAINABILITY CERTIFICATION PROGRAM THAT WAS INITIATED BY THE SUSTAINABILITY ALLIANCE AND WHILE, UM, THE VERDE VALLEY REGIONAL ECONOMIC ORGANIZATION TOOK OVER THE PROGRAM.
UM, WE ARE STILL CONTINUING OUR SUPPORT ROLE BECAUSE OF OUR CONNECTION TO THE BUSINESS COMMUNITY.
SO THE CHAMBER SUPPORTS THE PROGRAM BY PROVIDING EXPOSURE OF THE PROGRAM TO THE BUSINESS COMMUNITY THROUGH BLOG POSTS ON SEDONA CHAMBER.COM AND MENTIONS OF EACH NEW CERTIFICATION IN OUR NEWSLETTERS.
BECAUSE THE SUSTAINABILITY ALLIANCE AND THE VERDE VALLEY REGIONAL ECONOMIC ORGANIZATION WERE IN TALKS TO REVISE THIS PROGRAM, THE ORIGINALLY APPROVED KPI HAS BEEN UPDATED BASED ON THE ACTUAL AMOUNT OF APPLICATIONS AND REVIEW PROCESS BY BB RIO AND TO BE IN LINE WITH THE ACTUAL NUMBER OF MONTHS LEFT IN THIS YEAR.
SO THAT'S WHY YOU'LL SEE, UM, A TARGET OF EIGHT, UH, FOR REALLY MOST OF THE ACTIVITY BEING DONE IN Q3 AND Q4.
AND LISA VOSS, WHO HELPED US, UH, WHO IS OUR POINT PERSON ON THE PROGRAM, INFORMED US THAT SHE FELT EIGHT TOTAL APPLICATIONS WAS A REASONABLE NUMBER FOR THE REMAINDER OF THE YEAR.
UM, BUT THAT THE MAXIMUM NUMBER COULD POTENTIALLY BE NINE.
THE SEDONA TRAIL KEEPERS 2.0 IS A PUBLIC-PRIVATE PARTNERSHIP BETWEEN THE RED ROCK RANGER DISTRICT, THE CITY OF SEDONA, UH, THE SEDONA RED ROCK TRAIL FUND, AND THE CHAMBER, AND THE BUSINESS COMMUNITY, WITH THE INTENT OF HELPING TO MAINTAIN SEDONAS 400 PLUS MILES OF TRAILS.
WE LAUNCHED A SUCCESSFUL SECOND FIVE YEAR TERM IN FISCAL 22 WITH 52 PARTICIPATING BUSINESSES AND COMMEMORATIVE PLAQUES PROUDLY DISPLAYED AT OUR VISITOR CENTER.
WE'RE NOW IN YEAR TWO OF THE SECOND TERM, SO WE JUST HELD A SUCCESSFUL DONATION EVENT, UH, OF WHICH A FEW OF YOU WERE AT IN ATTENDANCE APP ON MARCH 9TH.
AND THE TOTAL FUNDS TO DATE FOR THE SECOND TERM IS, UH, 208,000.
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THE FLY FRIENDLY PROGRAM CONTINUES TO DO ITS GOOD WORK.IT'S ADMITTEDLY A LITTLE BIT QUIETER THAN SOME OF OUR OTHER PROGRAMS, BUT WE STILL, UH, KEEP AN EYE ON IT FOR CONTINUED ADHERENCE TO THE PROGRAM.
AND WE DO HOLD COMMUNITY OUTREACH AS NEEDED.
UH, WE ARE DUE FOR ANOTHER REVIEW OF THE EXISTING AGREEMENT JUST TO ENSURE THAT THERE AREN'T ANY ADAPTATIONS NEEDED.
WE ARE ALSO PLANNING TO CONVENE THE FLY FRIENDLY PLAYERS, INCLUDING THE NEWLY FORMED SEDONA DRONE TOURS TO ADDRESS SOME OF THE RECENT RESIDENT CONCERNS ABOUT DRONE TOURS.
AND TO GET AHEAD OF ANY POTENTIAL CONCERNS OR ISSUES.
WE'RE CONTINUING TO ENSURE FUTURE ECONOMIC HEALTH FOR SADONA.
THROUGH OUR WORK WITH MEETING PLANNERS AND TRAVEL TRADE PROFESSIONALS AS A ONE-STOP DESTINATION EXPERT, WE AIM TO INCREASE AWARENESS OF SEDONA AS A SMALL MEETINGS AND INCENTIVE DESTINATION FOR THE MEETINGS INDUSTRY, AND TO POSITION SEDONA AS A MULTI-DAY OVERNIGHT DESTINATION.
OUR GOAL IS TO DRIVE BUSINESS DURING THE NEED TIME OF MID-WEEK AND SEASONS.
WHILE THE DAY TRIPS DO CONTRIBUTE TO THE TAX COFFERS AS A DESTINATION WITH ITS MIND ON SUSTAINABILITY, WE SEEK FEWER VISITORS WHO WILL STAY LONGER AND SPEND MORE.
THEREFORE, OUR PLAN INCLUDES SALES PROGRAMS THAT CONTINUE TO POSITION SEDONA AS AN OVERNIGHT MULTI-DAY DESTINATION.
FOR THE MEETING SIDE, WE HAVE HAD A HUNDRED AND SIXTY FOUR, A HUNDRED SIXTY FOUR LEADS REPRESENTING OVER TWO 26,000 ROOM NIGHT OPPORTUNITIES FOR SEDONA HOTEL PROPERTIES.
WITH THAT, WE HAVE ALREADY EXCEEDED OUR YEARLY GOAL.
WE ATTENDED IPEC, WHICH IS THE INDEPENDENT PLANNERS EDUCATION CONFERENCE, WHICH WAS AN OPPORTUNITY TO EDUCATE 23 QUALIFIED PLANNERS ON SEDONA.
WHILE WE HAVE REACHED OUR TARGET FOR MEETINGS, THIS NUMBER IS LOWER THAN PREVIOUS YEARS DUE TO THE LOWER BUDGET ALLOCATED FOR THE EFFORT.
MY SEDONA MEETING.COM IS THE WEBSITE, UH, FOR PLANNERS AS WELL AS THE DESTINATION EVENT PLANNER PUBLICATION.
WE'VE HAD OVER 2000 PAGE VIEWS, INCLUDING THE ONLINE DESTINATION EVENT PLANNER PAGE VIEWS THIS QUARTER, AND HAD OVER 10,000 PAGE VIEWS YEAR TO DATE.
AND, UH, IN YEAR TO DATE AND TARGET TO REACH OUR GOAL FOR THIS FISCAL YEAR.
YOU CAN SEE WE'RE PACING WELL.
WE HAVE SENT OUT 20 LEADS AS OF FEBRUARY 28TH TO OUR HOTELS AND SERVICE PROVIDERS, INCLUDING ATTRACTIONS IN RESTAURANTS.
AND BASED UPON REQUESTS AND INQUIRIES FROM THE TRAVEL TRADE INDUSTRY PROFESSIONALS, WE MADE 573 SERVICE REQUEST REFERRALS, WHICH IS 88% OF OUR GOAL SERVICE RE REQUEST REFERRALS FOR YOUR KNOWLEDGE.
THEY'RE PARTNER REFERRALS, WHICH INCLUDES HOTELS, UH, OR INCLUDES OUR HOTELS, ATTRACTIONS, RESTAURANTS, ET CETERA.
WE AT THE TRAVEL TRADE INDUSTRY SALES, WE, WE ATTENDED ABA, WHICH IS THE AMERICA BUS ASSOCIATION MARKETPLACE, AND GO WEST SUMMIT THIS QUARTER, ABA IS A SHOW THAT GIVES US OPPORTUNITY TO EDUCATE MOTORCOACH TOUR OPERATORS.
AND THE SHOW WAS ATTENDED BY 360 BUYERS AND OVER WELL, ALMOST 1100 SELLERS, INCLUDING DESTINATIONS, HOTELS, AND ATTRACTIONS.
WE REACHED OUT TO 49 TOUR OPERATORS AT THIS SHOW.
GO WEST SUMMIT HAD BUYERS AND MEDIA FROM 25 COUNTRIES MEETING WITH TOURISM SUPPLIERS REPRESENTING 18 US STATES.
WE REACHED OUT TO 53 RECEPTIVE AND INTERNATIONAL TOUR OPERATORS.
ARIZONA DESIGNATIONS ALSO JOINTLY HOSTED A DINNER FOR KEY BUYERS FOR THE STATE I P W IS NEXT.
THAT'LL OCCUR IN MAY, WHERE OUR DIRECTOR OF TOURISM DEVELOPMENT WILL MEET WITH MORE THAN WITH, WE'LL MEET WITH MORE TRAVEL PROFESSIONALS, AND WE'LL BE ABLE TO COMPLETE THE TARGET OR GET TO THE TARGET FOR THE YEAR.
GOAL NUMBER FIVE SPEAKS TO EASING NEIGHBORHOOD BURDENS AND SUPPORTING WORKFORCE.
AND WE CONTINUE TO WORK WITH THE S CITY OF SEDONA TO EDUCATE THE PUBLIC ON THE SEDONA SHUTTLE, UH, THROUGH ALL OF OUR MARKETING AND OUTREACH AND COMMUNICATIONS, WE FEEL THAT THIS TARGET FOR SEDONA SHUTTLE.COM PAGE VIEWS IS ATTAINABLE, ESPECIALLY WITH THE ADDITION OF QR CODES TO THE PRE, UH, RECENT PRINTED MATERIAL, WHICH IS SEEMINGLY APPRECIATED BY A LOT OF THE FRONTLINE WORKERS.
WE CONTINUE TO PRODUCE, UH, THE SEDONA SHUTTLE NEWS E-NEWSLETTER.
WE CONTINUE TO COMMUNICATE THROUGH OUR OWN CHANNELS, UH, SO NOT JUST ONLY USING THE SEDONA SHUTTLE CHANNELS, BUT OUR CHAMBER CHANNELS AND OUR, UH, BUSINESS SEDONA CHANNELS.
WE SHARE THROUGH OUR SOCIAL MEDIA, WE MAKE PERIODIC PRESENTATIONS TO THE LODGING COUNCIL.
IN CONJUNCTION WITH, UH, ROBERT WEBBER AND THE CONCIERGE GROUP, WE MAINTAIN THE SEDONA SHUTTLE MARKETING PARTNER TOOLKIT, WHICH AS I MENTIONED ISN'T THE STRONGEST, BUT WE'RE GONNA KEEP IT LIVE, UM, BECAUSE SOME PEOPLE STILL
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MAY USE IT.IN ADDITION TO GETTING THE ACTUAL HARD COPIES.
AND, UH, WE ENCOURAGE PARTNER ORGANIZATIONS TO INCLUDE SONSONA SHUTTLE INFORMATION AND BENEFITS ON THEIR OWN WEBPAGES AND BLOGS.
WE PROVIDE QR CODES, RACK CARDS, AND WRITERS GUIDES TO EVERYONE INQUIRING ABOUT HIKING UP AT THE VISITOR CENTER.
STICKERS WITH QR CODES ARE ALSO BEING PRODUCED FOR DISTRIBUTION.
AND, UH, JUST FYI, THE VISITOR CENTER IS SEEN UPWARDS OF 600 800 VISITORS A DAY RIGHT NOW.
SO THEY'RE ALL GETTING, UH, THOSE THAT ARE EXPRESSING INTEREST IN HIKING ARE DEFINITELY GETTING THE SEDONA SHUTTLE INFORMATION.
AND FINALLY, WE REGULARLY DELIVER RIDERS, GUIDES, AND COLLATERAL TO OVER 80 HOTELS AND BUSINESSES ON THE VERDE SHUTTLE MARKETING SIDE.
UM, AS MENTIONED EARLIER, WE'VE DONE A GREAT JOB CONVINCING LOCALS THAT IT'S A COMMUTER SHUTTLE DEVICE, UH, SHUTTLE SERVICE NOT SHOWN.
HERE IS THE DESIGN OF THE VERDE SHUTTLE POSTCARD THAT WAS MAILED TO ABOUT 11,000 HOMES IN COTTONWOOD AREA, COTTONWOOD CLARKDALE AREA EARLIER, EARLIER THIS YEAR.
IT INCLUDED A FREE ROUND TRIP PASS, UH, COUPON ON THE CORNER OF THE, OF THE CORNER OF THE POSTCARD THAT WAS VALID UNTIL FEBRUARY 19TH.
WE SAW ABOUT A 2% REDEMPTION RATE ON THAT, UM, COUPON, WHICH IS DECENT.
UM, THE AVERAGE, UM, RESPONSE RATE ON DIRECT MAIL TENDS TO BE BETWEEN TWO AND 4%.
SO WE WERE A LITTLE ON THE LOWER SIDE, BUT IT STILL GREAT TO BE ABLE TO MEASURE THAT AND TO ALSO RECOGNIZE THAT IT'S, IT'S ANOTHER TOUCHPOINT, IT'S ANOTHER OPPORTUNITY FOR HOUSEHOLDS TO SEE SOMETHING ABOUT THE BRITISH SHUTTLE.
SO THERE'S SOME BRAND BRANDING THAT WAS BUILT THERE AS WELL.
WE WILL CONTINUE TO USE BLOGS, SOCIAL MEDIA, AND DIRECT, UH, PERSONAL CONTACT TO INCREASE AWARENESS OF THE ADDITIONAL TRANSPORTATION OPTION THAT THE VERDE SHUTTLE IS ALSO FOR VISITORS.
AND I DID GET SOME ONBOARDING INFORMATION FROM, UH, THE CITY OF COTTONWOOD THAT THEY'RE LOOKING AT ABOUT 200, UM, PLUS RIDERSHIP NUMBERS PER DAY.
I KNOW IT'S HARD TO COMPARE THEM TO THE SEDONA SHUTTLE.
SEDONA SHUTTLES DOING A BANG UP JOB ON THE VOLUME GOAL SIX.
OUR FINAL GOAL IS TO DEEPEN OUR ENGAGEMENT WITH THE SHORT TERM RENTAL SECTOR.
THE INTENTION HERE IS TO BRING THE SHORT TERM RENTALS INTO THE BUSINESS FOLD, HELP THEM WITH THE BEST, WITH THE BUSINESS, BEST PRACTICES THAT WE CAN PROVIDE, AND ENCOURAGE THEM TO BE SUSTAINABILITY PARTNERS LIKE WE DO ENCOURAGE WITH OTHER TOURISM ORIENTED BUSINESSES.
WE CONTINUE TO POSITION THE CHAMBER AS A TRUSTED PARTNER WITH THE STARS.
THAT'S WHY OUR ORIGINAL K WAS TO SEE HOW MANY STARS WE COULD ONBOARD AS MEMBERS.
THAT K P DIDN'T SEEM TO BE WELL RECEIVED, AND WE HAVE FRANKLY, NOT DETERMINED A REPLACEMENT, BUT I CAN TELL YOU A REPLACEMENT KPI, BUT I CAN TELL YOU THAT WE ORIGINALLY HAD FOR THAT KPI, 15 NEW MEMBERS AS OUR ORIGINAL TARGET AS FAR AS MEMBERS.
BUT I CAN TELL YOU THAT WE'RE ENGAGED WITH, UM, ABOUT 13 SHORT-TERM RENTAL PROPERTY MANAGEMENT COMPANIES, 11 WHO ARE MEMBERS AND TWO WHO ARE NOT MEMBERS.
SO WE'RE ENGAGED WITH A GOOD AMOUNT OF FOLKS, FOUR OF THOSE COMPANIES TOTAL ABOUT, UM, 411 PROPERTIES.
AND THOSE PROPERTIES HAVE OPTED INTO RECEIVE OUR EXPERIENCED SEDONA GUY, THE SHUTTLE, UM, HE SAYS THE SEDONA SHUTTLE RIDER GUIDES, AND ANY OTHER SUSTAINABILITY ORIENTED COLLATERAL.
SO WE'RE TALKING TO A GOOD NUMBER OF STARS.
WE STILL HAVE PLANS TO CONTINUE WITH THE CITY TO PRODUCE A GOOD NEIGHBOR BROCHURE FOR THE STAR COMMUNITY.
UM, WE HAVE BEEN KIND OF ON HOLD UNTIL, UM, THE CITY STAR SPECIALIST WORKS TO COMPLETE THE VERY DO TEAM LARGE, UH, TASK OF GETTING THE REGISTRATION PROGRAM AND PROCESS IN PLACE.
BUT, UH, WE DO STILL HAVE A FEW MORE MONTHS OF THE YEAR LEFT, SO WE'LL BE GETTING THAT GOOD NEIGHBOR BROCHURE DONE WITH, WITH HER.
AND THEN, UH, FINALLY A QUICK UPDATE ON OUR FOUNDATIONAL ASSETS, WHICH INCLUDE VISIT SEDONA.COM, OUR CONSUMER E NEWSLETTER AND OUR SOCIAL MEDIA VISIT.
SEDONA CONTINUES TO GARNER EXCELLENT TRAFFIC FLOW ALL YEAR ROUND AND HAS EXCEEDED ALREADY.
UM, THE FISCAL YEAR'S EXPECTATION.
WE CONTINUE OUR WORK TO UPDATE THE SITE AND ALSO TO SIMPLIFY IT.
WE HAVE A LOT OF PAGES ON THIS SITE, AND SO WE'RE LOOKING TO KIND OF CLEAN IT UP AS WE, UM, GO THROUGH THINGS AND REALLY LOOK AT WHAT'S, WHAT'S GETTING MOST TRACTION, WHAT'S GETTING MOST TRAFFIC, AND PUT OUR ATTENTION IN THE RIGHT SPOTS.
WE'RE ADDING VIDEO FOR ADDITIONAL INTEREST, AND WE'RE USING THE SITE TO LEVERAGE THAT PREFERRED MESSAGING, UM, FOR SUSTAINABILITY AND ALSO TO PERFORM SEO MAINTENANCE.
THE CONSUMER E NEWSLETTER CONTINUES TO EXCEED THE MINIMUM OPEN RATE AND THE PROGRESS IS REALLY SOLID.
WE STRIVE TO PROVIDE NEEDED AND DESIRED INFORMATION AND TO GENERATE INTEREST IN OUR PRESENTATION AND STORYTELLING.
SOCIAL MEDIA IS THE BEATING HEART OF DIGITAL COMMUNICATION, AND IT REALLY DOES PLAY
[00:30:01]
A HUGE ROLE IN INFORMING THE PUBLIC.IT DI IT ALSO ALLOWS US TO PERSONALLY ENGAGE WITH A MORE CONNECTED FAN BASE TO ANSWER QUESTIONS AND EDUCATE VISITORS THROUGH PREFERRED MESSAGING.
THIS ASSET IS ON TRACK TO EXCEED THE TARGET FOR FISCAL 23.
THE EXPERIENCE SEDONA GUIDE IS CURRENTLY DISTRIBUTED AT THE VISITOR CENTER AND VIA MOORE OR MORE, AND ALSO TWO MORE THAN 80 HOTELS AND BUSINESSES LOCALLY, AS WELL AS IN OVER 400 STAR PROPERTIES AS I MENTIONED EARLIER.
ADDITIONALLY, THE GUIDE IS MAILED OUT TO ABOUT 30,000 VISITORS PER YEAR, AND BY REQUEST ESTIMATED, UM, OR THE ESTIMATE IS BASED ON 2019, NUMBERS WOULD TOTAL APPROX.
UM, IF THE ESTIMATE WAS BASED ON 2019 NUMBERS, THE TOTAL WOULD BE APPROXIMATELY 265, 260 7,000 IN DEMAND.
HOWEVER, WHAT WE DO WITH THE DISTRIBUTION, UM, AND THE VOLUME THAT WE PRINT EVERY YEAR IS DISTRIBUTE UP TO THAT AMOUNT.
SO IN OTHER WORDS, THE DEMAND IS THERE FOR THE GUIDE.
WE JUST MAKE SURE THAT WE MANAGE THE DEMAND, PARDON, UH, VERY CONCISELY THROUGHOUT THE YEAR TO MAKE SURE THAT WE USE ALL OF THEM AND THAT THE MAJORITY OF PEOPLE WHO ASK FOR THEM ARE GETTING WHAT THEY WANT.
NOW WHAT I'D LIKE TO DO IS START AT, UH, ONE END OF THE DA AND WORK OUR WAY DOWN, IF THAT'S OKAY.
UH, I WOULD LIKE TO ASK THE COUNSELORS, UH, I KNOW, UH, I'M SURE AS MANY QUESTIONS IF WE CAN KEEP, KEEP THEM AS CONCISE AS POSSIBLE SO WE CAN CONSERVE SOME TIME.
SO, AND I, UH, WANNA CHECK, JOANNE, DO YOU HAVE ANY CARDS AT ALL FOR PUBLIC COMMENT? I DO NOT.
SO THAT WILL SAVE US SOME TIME THERE.
UH, SO WE CAN PUT TOWARD THE, THE QUESTION.
SO BRIAN, IF YOU WOULDN'T MIND, UH, KICKING OFF.
SO THIS IS FOR INFORMATION TODAY.
SO WE'RE, ARE WE DOING COMMENTS PER SE LATER? IS THAT NOW? NO COMMENTS? WELL, I, WE WANNA, I WANNA GET THE QUESTIONS MM-HMM.
AND I THINK THAT MANY OF THOSE, YOU KNOW, UH, COMMENTS WOULD BE, UH, BETTER SERVE THERE UNLESS THE COUNCIL FEELS DIFFERENT.
SO WHY DON'T WE GO WITH QUESTIONS AND WE'LL TRY TO GET ANSWERS.
WE ALL HAVE QUITE A FEW, SO THANK YOU MAYOR.
MICHELLE, IF WE COULD, UH, LIKE QUESTIONS ARE IN LINE WITH THE, UH, SLIDE DECK.
SO IF WE COULD GO BACK UP TO, UH, UH, THE PACKET.
IT'S NOT TOO LONG OF A DECK, SIR.
WHAT WAS THE, DO YOU APPRECIATE THAT? UM, WHAT WAS THE TITLE ON THAT WAS, IS THAT PRETTY SHADOW BRADY SHADOW? MM-HMM.
AND I GUESS WHILE YOU'RE PULLING THAT UP, I WOULD JUST, YOU KNOW, COMMENT FOR YOURS AND EVERYBODY ELSE'S BENEFIT.
SEVERAL OF US ARE NEW TO THE DIAS, AND SO SOME OF THESE QUESTIONS ARE KIND OF, HEY, WE JUST DON'T KNOW.
AND NEED TO UNDERSTAND A LITTLE BIT BETTER WHAT IT IS THAT WE'RE PAYING FOR MM-HMM.
SO, UH, WHAT EXACTLY AM I ON THE RIGHT PAGE? NO, YOUR PACKET IS DIFFERENT THAN MINE.
ONLINE TOOLKITS AND CONTENT SHARING.
UM, SO WHAT ARE THE ASSETS THAT ARE, UH, BEING REFERRED TO WITH, UM, UH, THE TOOLKITS? I DIDN'T SEE THAT ON THE WEBPAGE, UH, FOR EITHER OF THOSE SITES.
THEY ARE, IT'S EVERYTHING FROM LOGOS TO MESSAGING TO, UH, WHAT WE WOULD CALL LIKE, UM, SIGNAGE.
SO WE CREATED FLYERS, UM, POSTERS.
CAN YOU THINK OF ANYTHING ELSE OFF THE TOP OF YOUR HEAD? FLYERS, POSTERS, RAT CARDS, RIGHT.
SO WE TRIED TO PRESENT OR PROVIDE THINGS THAT THE BUSINESSES OR ANYONE WHO ACCESSES THE TOOLKIT CAN EITHER TAKE AND UTILIZE ON THEIR OWN COMMUNICATION PIECES MM-HMM.
I WANNA PUT IT ON THE WEBSITE.
TRY TO MAKE MARKETING THAT, UH, THE SHUTTLES EASY FOR THE BUSINESSES.
THEY'RE ALSO PRINCIPLE ITEMS THAT THEY CAN LITERALLY JUST PRINT A FLYER OUT AT THEIR OFFICE, FOR EXAMPLE, INSTEAD OF WAITING ON US.
[00:35:01]
AND THEN THE, THE PAGE VIEWS AS THE KPI, I'M, I'M KIND OF STRUGGLING WITH THAT AS OPPOSED TO UNIQUE VISITORS, UH, TO, TO REALLY KNOW WHO, WHO, HOW MANY PEOPLE ARE ACTUALLY ACCESSING THIS BECAUSE THIS IS NOT A CONSUMER FACING, UH, NEITHER OF THESE SITES ARE REALLY INTENDED TO BE CONSUMER FACING WEBSITES.SO PAGE VIEWS DON'T STRIKE ME AS MAKING A LOT OF SENSE.
WHY NOT UNIQUE VISITORS? UM, PAGE VIEWS WOULD ALLOW US TO, TO SEE WHO IS RETURNING, UM, VERSUS UNIQUE VISITORS, WHICH IS GOING TO BE ELIMINATED FROM A DUPLICATE RETURN.
SO WE WANTED TO SEE HOW OFTEN THESE TOOLKITS WERE ACCESSED.
E EVEN IF IT WAS JUST ONE PERSON COMING FIVE TIMES, THAT WAS STILL VALUABLE IN OUR MIND.
AND THEN CAN YOU GO DOWN TO THE GEOFENCING PAGE? SO THAT'S PACKET PAGE 11.
SO WHAT PLATFORMS ARE THESE ADS BEING, UH, HOSTED ON? LIKE, WHEN ARE THESE ACTIONABLE? ARE THESE CLICKABLE ADS? YES.
SO IF THEY'RE CLICKABLE, WHY AREN'T WE MEASURING CLICKS AS OPPOSED TO IMPRESSIONS? WE HAVE? THAT'S A GREAT QUESTION.
WE HAVE THIS YEAR HOUSED, KIND OF PULLED ALL OF OUR SUSTAINABILITY PROGRAMS LIKE THE PLEDGE AND, UM, RESPECT COUNTRY LEAVE NO TRACE.
WE, THIS YEAR WE KIND OF, UH, CHOSE TO CONSOLIDATE, PUT EVERYTHING UNDER THE RED RESPECT RED ROCK COUNTRY UMBRELLA.
AND IN DOING THAT, WE CREATED A LANDING PAGE, RESPECT RED ROCK COUNTRY.COM.
THESE ADS POINT TO THAT, BUT UNFORTUNATELY, SO DO A LOT OF OTHER THINGS, UH, GOING TO RESPECT RED ROCK COUNTRY.COM.
SO WE COULD HAVE LOOKED AT THE PAGE VIEWS OF RESPECT RED ROCK COUNTRY.COM, BUT UNFORTUNATELY NOT ALL OF IT WAS COMING FROM THE GEOFENCING.
WE'VE GOT A LOT OF OTHER ACTIVITY IN OUR NEWSLETTERS AND IN OUR, EVEN IN OUR PRINT ADS, YOU KNOW, WE WE'RE REALLY USING THAT DOMAIN NAME RESPECT, REDROCK RESPECT, RED ROCK COUNTRY.COM, AS KIND OF THE SUSTAINABILITY PLACE TO START ON THE WEBSITE.
AND BECAUSE IT WASN'T UNIQUE TO THE GEOFENCING, THAT JUST DIDN'T FEEL LIKE THE BEST, UH, MEASUREMENT.
BUT WE COULD HAVE HAD A UNIQUE LANDING PAGE THAT MIRRORED RESPECT REDROCK COUNTRY.COM, AND THEN PEOPLE COULD HAVE LAUNCHED OFF OF THAT, AND THEN YOU'D BE ABLE TO MEASURE YOUR CLICKS.
SO IT, IT WOULD BE POSSIBLE WHEN YOU'RE TALKING ABOUT GETTING TO THE, THE GOAL LINE OF THE 3.6 MILLION IMPRESSIONS AT THIS POINT, AND THE FACT THAT WE GOT A LONG WAY TO GO FROM HERE, YOU'RE BASICALLY SAYING THAT YOU'RE TELLING THE PLATFORM PROVIDERS, HERE'S A BUCKET LOAD OF CASH AND GET US THESE IMPRESSIONS.
LIKE, WE'RE READY TO RECEIVE THESE IMPRESSIONS, AND SO WE'RE JUST GONNA SPEND THE MONEY AND WE'RE GONNA GET THE 3.6 MILLION IMPRESSIONS BY THE END OF JUNE.
IS THAT CORRECT? WELL, YOU COULD DO THAT, BUT THAT WOULDN'T BE A GOOD USE OF FUNDING.
UM, WELL, WELL, NO, BUT THAT'S WHAT THIS IMPLIES OF HOW WE'RE GONNA GET THERE FROM HERE.
WHAT THIS DOESN'T ILLUSTRATE IS THE FULL SCOPE OF SPRING BREAK, THOUGH.
I MEAN, THIS, YOU KNOW, THIS YEAR TO DATE THROUGH FEBRUARY 28TH STILL DOESN'T INCLUDE THE MAJORITY OF THE SPRING BREAK TRAFFIC.
SO OUR DIRECTION TO THIS VENDOR WAS BECAUSE THE GEOFENCING IS HAPPENING.
UM, OR BECAUSE WE WANT TO TALK TO THE MOST AMOUNT OF VISITORS, UNLIKE A LOT OF THE ACTIVITY THAT WHERE WE ALWAYS TRY TO GENERATE BUSINESS DURING DOWNTIME.
IN THIS CASE WITH THE GEOFENCING, WE WANNA TALK TO PEOPLE WHEN IT'S BUSIEST IN TOWN.
SO SPRING BREAK TRAFFIC IS NOT INCORPORATED REALLY INTO THAT 705,000.
SO WE ANTICIPATE IT GOING UP QUITE A BIT.
BUT BY MEASURING IMPRESSIONS, REALLY ALL WE'RE DOING IS, IS MEASURING HOW MUCH, HOW, HOW EFFECTIVELY HAVE WE SPENT OUR MONEY.
WE HAVEN'T MEASURED WHETHER THERE'S ENGAGEMENT BECAUSE WE DON'T HAVE CLICKS.
SO THAT'S SOMETHING THAT IF WE'RE GONNA CONTINUE THIS, I WOULD THINK WE WOULD WANT TO ADDRESS THAT.
UM, LET'S GO ON TO THE VISITOR CENTER IF WE COULD, MICHELLE, WHEN YOU JUMP INTO EACH FRAME, CAN YOU JUST GIVE US THE PAGE NUMBER SO WE CAN JUST, INSTEAD OF HOW PAGE YOU DID UNPACK IT, PAGE 13.
CAN YOU SAY AGAIN WHY WE HAVE A DIFFERENT PACKET? UM, I COULD HAVE PRINTED YOUR PACKET AND I THEN I WOULD'VE, AND AND WE'VE HAD THIS DISCUSSION IN THE PAST.
I COULD COME TO THE MEETINGS MOVING FORWARD.
SO WE ARE LOOKING AT THE SAME NUMBERS.
MINE'S JUST A PRINTOUT OF THE POWER.
OH, THE, ARE THE, EACH SLIDE THE SAME IS JUST IN DIFFERENT ORDER, UH, ON OUR PACKET? IS THAT WHAT YOU'RE TALKING ABOUT? OKAY.
BUT THERE'S NO, THERE'S NO NOTHING ADDED MM-HMM.
[00:40:01]
THE PRESENT PRESENTATION'S THE SAME, BUT YOUR PACKET'S MORE COMPLETE WITH THE AGENDA AND EVERYTHING ELSE.NOW I UNDERSTAND WHAT YOU MEANT.
IT'S, I'M ABOUT TWO PAGES OFF OF YOURS OR SO.
SO THE VISITORS CENTER, UM, YOU KNOW, MY PERSPECTIVE AS A, A NEW COUNSELOR IS THERE'S NO SACRED COWS.
AND IN A WORLD OF LIMITED RESOURCES, I WANT TO SEE US SPEND OUR DOLLARS MOST EFFECTIVELY THAT ACHIEVES THE OBJECTIVES THAT, UH, WE MUTUALLY WANT BETWEEN THE BUSINESS COMMUNITY AND THE CITY.
AND IF WE HIT 150,000 VISITORS WALKING THROUGH THE VISITOR CENTER OVER THE COURSE OF A YEAR, AND WE HAVE CONSERVATIVELY THREE AND A HALF MILLION TOURISTS HERE, THEN THAT MEANS THE VISITORS SERVICE IS VISITOR CENTER IS SERVING 4% OF THE VISITORS THAT COME TO SEDONA, AND THEY'RE ALREADY HERE.
AND I JUST WONDER OUT LOUD, LIKE, OKAY, WOULD YOU RATHER SPEND 600 K, WHICH IS, BY THE WAY, ABOUT 38% OF THE ENTIRE BUDGET COMMITTED TO THE VISITOR OR THE TOURISM BUREAU THIS YEAR? DO YOU WANT TO SPEND THAT MUCH OF BUDGET ON SERVING PEOPLE WHO ARE ALREADY HERE AS OPPOSED TO ATTRACTING PEOPLE THAT YOU'RE SAYING YOU WANT TO MAKE AWARE OF THIS COMMUNITY AND THE RIGHT PEOPLE AND HAVE THEM COME HERE? THAT, THAT'S A DEEP QUESTION TO PONDER.
I DON'T KNOW IF THERE'S AN IMMEDIATE ANSWER TO THAT, BUT THAT'S ONE OF THE, THE MOST SIGNIFICANT TAKEAWAYS I HAVE THINKING ABOUT WHAT'S IN THE DECK, IS THE, THE FACT THAT, UM, WE'RE SPENDING A LARGE CHUNK OF MONEY SERVING A VERY SMALL PERCENT OF THE VISITORS TO OUR TOWN.
IF WE GO ON TWO PACKET, PAGE 17, WHAT IS THE TITLE OF THAT? IT'S ON THE FRONT LINERS.
SO I THINK THIS IS, YOU KNOW, THIS PROGRAM MAKES SENSE.
UM, I DO JUST WONDER, YOU KNOW, DO YOU THINK THE CITY, I MEAN, BASICALLY EVERYTHING YOU'VE SHOWN US, CITI IS PAYING FOR BY WAY OF THE CONTRACT WITH THE TOURISM BUREAU IN THE CURRENT YEAR, CORRECT? YES.
SO MY QUESTION IS, IS, YOU KNOW, IS THIS REALLY A FUNCTION OF THE CITY TO PAY FOR, OR IS THIS A FUNCTION OF THE HOTEL COMMUNITY, UH, TO PAY FOR AS WELL AS THE SST R COMMUNITIES? AGAIN, THIS IS MORE OF A RHETORICAL QUESTION THAN A, UH, YES.
NO, OR OTHERWISE, UNLESS YOU HAVE AN OPINION ABOUT IT.
UM, WELL, I ALWAYS HAVE AN OPINION, BUT
I THINK THIS IS JUST ONE OF THOSE TOOLS AND, UM, IN PARTNERSHIP WITH THE CITY AS NOT ONLY A DESTINATION MARKETING ORGANIZATION, BUT A MANAGEMENT ORGANIZATION.
THIS IS JUST ONE OF THOSE TOUCH POINTS THAT I THINK IS REALLY IMPORTANT.
UH, CAN WE GO TO PACKET PAGE 19? AND IT'S REALLY GONNA BE KIND OF THE SAME COMMENT OR QUESTION, WHICH IS, UM, THE OHV TREAD LIGHTLY VISITOR EDUCATION.
UM, YOU KNOW, PERSONALLY, I THINK THE ROCK GROUP SHOULD BE PAYING FOR THIS WITHOUT A DOUBT.
I SEE NO REASON WHY WE SHOULD BE PAYING FOR THIS.
THEY ARE SUPPOSED TO BE SPENDING A GOOD CHUNK OF CHANGE ON, UH, MANAGING WHAT'S GOING ON WITH OHVS IN TOWN.
AND I THINK IT'S GREAT THAT YOU'VE GOTTEN THIS GOING, AND I THINK THEY SHOULD PICK UP THE COST GOING FORWARD.
UH, THIS ONE IS ACTUALLY AT NO COST.
UM, THIS IS, YEAH, THIS IS JUST US USING OUR CHAN WELL, NOW I KNOW WHERE YOUR HEAD'S GONNA GO, BUT, UM, THIS IS US USING OUR CHANNELS AND OUR STAFF TO, TO GET THE WORD OUT SINCE WE HAVE THAT CONNECTION TO THE VISITOR AUDIENCE.
A MUCH DEEPER CONNECTION, OR I SHOULD SAY A MORE OUS CONNECTION THAN TREAD LIGHTLY, OR ROCK.
I MEAN, WE, WE, WE HAVE THAT CONNECTION TO THE VISITORS, SO OKAY.
CAN WE GO TO SLIDE OR PACKET? PAGE 21, THE SONSONA SECRET SEVEN.
WE ARE PAYING THE, I JUST WANNA GO BACK TO THIS TO BE CLEAR.
SO WE'RE PAYING FOR THE TREAD LIGHTLY LOGO PARTICIPATION.
I MEAN, THERE WAS A COST TO THAT, CORRECT? NO, THAT'S LEAVE NO TRACE.
YOU'RE, YOU'RE THINKING, OH, OKAY.
SO, SO THERE'S NO COST TO THAT, BUT, BUT IT'S NOT, NO COST OF STAFF IS WORKING ON IT.
AND THAT'S WHY I KIND OF GAVE, UH, COUNSELOR FOLKS KNOWING NOD, BECAUSE I, I KNEW WHERE HIS HEAD WAS AT ON THAT TOO.
[00:45:01]
WELCOME.ON THE SEDONA SECRET SEVEN, DO WE HAVE A COUNT OF THE NUMBER OF UNIQUE VISITORS? CUZ AGAIN, 75,000 PAGE VIEWS TARGET, WE'RE GONNA BE EXCEEDING THAT.
LIKE, OKAY, BUT HOW MANY PEOPLE, UH, SO UNIQUE VISITORS IS FAR MORE RELEVANT, OR IF WE'RE GONNA MEASURE PAGE VIEWS? THE SECRET SEVEN, UH, SECTION OF OUR VISIT, SEDONA SITE HAS MANY PAGES WITHIN IT.
SO, YOU KNOW, WE, WE NEED TO UNDERSTAND HOW MUCH ENGAGEMENT IS THERE WITH SECRET SEVEN.
IS IT NO, NOBODY GOES PAST SECRET SEVEN.COM OR DO THEY CLICK ON ANY OF THE SUBSECTIONS THAT DETAIL OUT WHETHER IT'S ARTS, CULTURE, TRAILS, UM, ET CETERA.
WE'D BE HAPPY TO GET THAT INFORMATION.
YOU'VE ANSWERED THAT QUESTION.
HOW ABOUT, UH, PACKET PAGE 25 ON THE, UH, TRAIL KEEPERS.
WHAT, WHAT ROLE DOES THE CHAMBER AND TOURISM BUREAU PLAY ARE YOU SERVING AS THE PRIMARY FUNDRAISING AGENT TO, TO RAISE THOSE CONTRIBUTIONS? IN, IN CONCERT WITH THE, UH, RED ROCK TRAIL FUND? WE WORK TOGETHER ON THE FUNDRAISING, ON THE ADMINISTRATIVE SIDE, THE INVOICING, THE FOLLOW UP, THE PAYMENTS, YOU KNOW, THE ACCOUNTS PAYABLE.
SO YOU COLLECTED 52,000, AND THEN THE MAYOR SHOWED UP WITH ANOTHER 52,000, AND VOILA, THERE'S THE 104.
THAT'S WHAT WE'RE CALLING SPONSOR FUNDS.
AND THEN JUST BECAUSE WE'RE IN YEAR TWO, IT'S, IT'S, WE'RE NOW AT 208.
SO MY QUESTIONS OR COMMENTS APPLY TO PACKET PAGE 28, 29, 31, 32, 33, UM, WHICH IS, HOW MUCH ARE WE ACTUALLY SPENDING ON THESE DIFFERENT ACTIVITIES THAT ARE GENERATING LEADS? AND CAN WE DO A BETTER JOB OF TRACKING WHAT HAPPENS WITH THOSE LEADS TO ACTUALLY COME UP WITH AN ROI FOR EACH OF THESE SUBSEQUENT SLIDES? YOU KNOW, AT A GUT LEVEL, I SUSPECT THIS IS PROBABLY PRETTY DARN SUCCESSFUL, BUT THERE'S HONESTLY NO, THERE'S NO BRASS TAX WAY TO BE ABLE TO SAY, BASED ON WHAT INFORMATION IS IN THESE SLIDES OF WHETHER THERE'S ACTUALLY AN ROI OR NOT.
SO THIS IS NOT ME TRYING TO JUST COME UP WITH NO, NO, NO, NO, NO.
I MEAN, IF THERE'S A LEVER WE CAN PULL THAT HAS A FANTASTIC ROI, THEN LET'S GO FEED THAT LEVER MORE.
AND LET'S FIGURE OUT WHAT'S NOT WORTH IT.
AND, AND SO I THINK THAT WE CAN HAVE A MORE ROBUST ANALYSIS ON THESE SLIDES THAT I JUST RATTLED OFF THOSE NUMBERS.
SO AGAIN, THAT WAS 28, 29, 31, 32, 33.
UM, GARY, HOW MUCH DO YOU KNOW SACHI SPEND? I WANNA SAY IT'S, UH, I KNOW IT WAS CUT BY ABOUT 50% OF THE KIND OF TYPICAL YEAR, BUT I WANNA SAY WE'RE AT 50,000 PER, GARY, CAN YOU COME UP TO THE MIC AT THE PODIUM PLEASE? THANK YOU.
I WANNA MAKE SURE THAT WE CAN ALL HEAR YOU REPEATING WHAT MICHELLE JUST SAID.
IT'S AROUND 50,000 PER PROGRAM.
HOW MUCH OF THE 50 RESULT IS BROKEN DOWN BETWEEN ALL THE DIFFERENT THINGS? I DON'T HAVE THAT DETAIL WITH ME, BUT 50 IS ALL THE OUTSIDE SPEND FOR, FOR ALL THE THINGS THAT SHE DOES.
AND WHAT I'M SAYING IS, IS I BELIEVE THAT THROUGH BETTER FOLLOW UP METHODS WITH THE RECIPIENTS OF THE LEADS, PROBABLY MAKING A FEW ASSUMPTIONS, WE OUGHT TO BE ABLE TO COME UP WITH WHAT A REAL ROI IS ON THE INVESTMENT.
AND AGAIN, MY HYPOTHESIS IS IT'S PROBABLY WELL WORTH IT, RIGHT? AND WE MIGHT FIND THAT IT'S WORTH INVESTING MORE THERE IN THAT THAN SOMEWHERE ELSE, BUT WE DON'T KNOW.
RIGHT NOW, IT'S ALL JUST A HUNCH BASED ON, OKAY, WE GOT SOME LEADS.
SO I'D LOVE TO SEE US GET, YOU KNOW, TIGHTER ON THAT.
AND I'M HAPPY TO, YOU KNOW, HELP WITH THAT.
I DO THAT KIND OF STUFF IN MY CONSULTING LIFE ALL THE TIME.
BRIAN, BEFORE YOU GO ON, LIKE, UH, COUNCILOR KINSELLA DOES HAVE SOMETHING SHE WANTS TO, I JUST WANNA FOLLOW UP ON, ON GARY, WE'RE GONNA HAVE TO DO IT.
YOU SAID THAT THE, YOU, YOU DON'T HAVE
[00:50:01]
THAT INFORMATION WITH YOU, BUT YOU, IT EXISTS.WE COULD GET THAT BREAKDOWN? YES.
YOU HAVE, I BELIEVE THE DETAIL THAT YOU'VE APPROVED HAS THE BREAKDOWN OF HOW WE SPEND THE MONEY WITHIN SAT'S BUDGET.
THE BUDGET THAT WAS PRESENTED LAST SUMMER HAD THE BREAKDOWN OF THE VARIOUS SHOWS.
YEAH, I KNOW WHAT YOU'RE TALKING ABOUT.
YOU CAN GO AHEAD, CONTINUE, BRIAN.
ON PAGE 30, UM, LAST TIME, I'M GONNA BRING THIS UP, BUT WE GOTTA MOVE OFF OF PAGE VIEWS TO UNIQUE VISITORS.
UH, SO THAT'S MY COMMENT ON THAT IS THAT WAS ON, UM, THAT'S THE GROUP MEETING SALES.
SO LAST TIME I'LL COMMENT ON THAT.
ALL RIGHT, WELL, AND THEN I LOOK AT PAGE 35.
WE, WE GOTTA BE TALKING ABOUT UNIQUE VISITORS.
SO RIGHT NOW WE'RE AT 2.3 MILLION UNIQUE VISITORS.
WE'VE GOT UNIQUE VISITORS ON THIS SLIDE.
UH, SO 2.3 MILLION THROUGH END OF FEBRUARY.
AND IF ONE EXTRAPOLATES THAT OUT AND DOESN'T TAKE INTO ACCOUNT SPRING BREAK SEASONALITY, EVEN THAT SAYS THAT VISIT SEDONA.COM IS GONNA HAVE AT LEAST THREE AND A HALF MILLION UNIQUE VISITORS IN THE CURRENT FISCAL YEAR.
I WOULD LOVE TO KNOW HOW THAT COMPARES WITH THE TOTALS FROM EACH OF THE FIVE YEARS AT FIRST GLANCES.
MICHELLE, THAT DOES NOT STRIKE ME AS A NUMBER THAT SAYS WE'RE IN A DIRE SITUATION HERE AS FAR AS PEOPLE FINDING OUT ABOUT SEDONA OR GETTING INFORMATION ABOUT SEDONA.
SO IT'D BE GREAT TO SEE THAT IN CONTEXT OF, IS THAT A DECLINING NUMBER? IS THAT AN INCREASING NUMBER? BUT I DON'T THINK WE KNOW RIGHT NOW.
UH, THE NEXT SLIDE PACKET, PAGE 41.
AND GUESS WHAT, EVERYBODY, I'M DOWN TO TWO QUESTIONS.
SO, UM, THE CONSUMER NEWSLETTER, HOW MANY PEOPLE ARE ACTUALLY RECEIVING THAT? DO WE KNOW? UH, A LITTLE OVER 160,000, A LITTLE OVER 160,000.
IT'S A GOOD OPEN RATE FOR BY ANY REASONABLE MEASURE OF, UM, EMAIL MARKETING.
AND ON THE NEXT SLIDE, THE SOCIAL MEDIA.
UM, ALSO LIKE HOW MANY FOLLOWERS DO WE HAVE, SAY ON INSTAGRAM? DO WE KNOW? OH, UM, WE WOULD'VE TO GET THAT BREAKDOWN FROM ERIC.
YEAH, I DON'T THINK I, I HAVE THAT OFF THE TOP OF MY HEAD.
AND ARE WE MEASURING ENGAGEMENT? BECAUSE INSTAGRAM IS A, A GOOD, UH, PLATFORM FOR ENGAGING, UH, YOU KNOW, THE FOLLOWERS, SO YOU SAID YES.
WHAT, HOW ARE WE MEASURING, OR WHAT DO WE KNOW ABOUT THE DEGREE OF ENGAGEMENT OVER INSTAGRAM? UM, I MEAN, MOST OF THE ENGAGEMENT, UH, YOU KNOW, CAN COME FROM COMMENTS OR SHARES.
UM, SO WE'RE MEASURING ALL OF THAT.
WE'D BE HAPPY TO SHARE THAT BACK WITH YOU.
SO IS THERE SOME WAY TO PROVIDE SOME KIND, WHETHER NOW OR LATER, IS THERE SOME WAY TO GIVE US A LITTLE CONTEXT ON WHAT THAT ENGAGEMENT LOOKS LIKE? OKAY.
THANK YOU FOR PUTTING UP WITH MY QUESTIONS.
UH, AGAIN, THE SPIRIT IS SPEND THE MONEY EFFECTIVELY GET THE BIGGEST, BIGGEST BANG FOR THE BUCK, AND WE GOTTA KNOW WHAT THE ROIS ARE TO DO THAT.
UH, AND I WANNA TRY TO MOVE IT A LITTLE FORWARD.
UH, I KNOW I ORIGINALLY, I SAID WE WON'T DO COMMENTS, BUT IN ORDER TO GET THE ENOUGH INFORMATION FOR OUR NEXT MEETING IN TWO WEEKS, WE'RE GOING TO NEED THE COMMENTS.
SO, UH, LET'S TRY TO, WE SOLVE AN HOUR, SO WE'RE DOING PRETTY GOOD, I THINK.
I JUST WANT EVERYBODY TO KNOW WE WILL DO COMMENTS.
SO, BECAUSE IN CASE THERE'S ANY TAG ONS, AND WE'LL HAVE TO ALLOW THAT SHORT
UH, MELISSA, DO YOU HAVE ANYTHING THAT YOU WOULD LIKE TO ASK AT THIS TIME? SO MANY THINGS.
I, THAT'S ABOUT 20, 30, 40, 50.
UM, AND I'M NOT AS WELL ORGANIZED AS COUNSELOR FULTZ, SO I, I DON'T HAVE PAGE NUMBERS, BUT, UM, SORT OF GOING THROUGH AGAIN, FROM THE TOP OF THE DECK AND WALKING MY WAY THROUGH, UH, WHEN WE TALKED ABOUT, YOU TALKED ABOUT NEW PARTNERS.
SO FIRST OF ALL, LET ME, LET ME JUMP BACK TO THE TITLE.
AND THE TITLE IS BEHAVIORS, RIGHT? ACTUAL POSITIVE BEHAVIORS.
AND PLEASE KEEP THAT IN MIND, UM, AS A SOCIOLOGIST.
[00:55:01]
SO, UM, HOW DOES HAVING NEW PARTNERS CHANGE THE BEHAVIORS OF VISITORS ON, UM, LEAVE NO TRACE? WHAT, WHAT, WHAT ARE YOU EXPECTING THESE PARTNERS TO DO? BECAUSE I DON'T SEE ANYTHING THAT SAYS EXPECTATIONS FOR THESE PARTNERS OR WHY THEY'RE VALUABLE.SO THE PRO, THE PROUD SUPPORTER, THE PARTNER PROGRAM, SO WHAT WE'RE DOING HERE IS AGAIN, LEVERAGING OUR CONNECTION TO THE BUSINESS COMMUNITY AND ENCOURAGING THEM TO SHARE AND EMBRACE THE LEAVE NO TRACE PRINCIPLES IN THIS CASE.
AND IN PROVIDING THEM ALL OF THE ASSETS THAT THEY NEED TO COMMUNICATE THAT OUT TO THEIR, THEIR INDIVIDUAL GUESTS AND THEIR INDIVIDUAL CUSTOMERS.
SO AS A DESTINATION, WE'RE ABLE TO GET THAT MESSAGING OUT, BUT NOW WE'RE ASKING A LAYER DOWN FOR THE BUSINESSES TO AGAIN, GET THAT MESSAGING OUT TO IMPACT BEHAVIOR.
AND DO YOU KNOW WHETHER OR NOT THEY'RE ACTUALLY DOING IT? YEAH, WE, WE'VE ACTUALLY SEEN SOME IN ACTION.
UM, WE'VE, WE'VE VISITED STORES THAT, YOU KNOW, THAT SAID THAT THEY, THEY DOWNLOADED SOME OF THE ASSETS AND WE'RE SEEING THEM BEING USED.
I MEAN, THAT WOULD BE, FOR ME, THAT WOULD BE REALLY INTERESTING TO KNOW HOW MANY PEOPLE WHO ARE SAYING THEY WANT TO DO THIS ARE ACTUALLY THEN DOING SOMETHING WITH IT.
UM, SO EFFECTIVE PARTNERS VERSUS SAYING, I GET TO SAY I'M A PARTNER.
UM, I WON'T GO OVER THE PAGE VIEWS PART.
I THINK BRIAN BEAT THAT ONE TO DEATH.
UM, SO, UM, RIGHT NOW WE ALL KNOW, AND I THINK WE'RE IN AGREEMENT, THAT A PAGE VIEW DOESN'T INDICATE ACTIONS CORRECT OR INTENT, IT'S JUST, I LOOKED AT THE PAGE AS A MATTER OF FACT, YOU DON'T EVEN KNOW WHETHER OR NOT THEY LOOKED AT THE PAGE, THEY OPENED THE PAGE, THEY LANDED ON THE PAGE.
YOU DON'T KNOW IF THEY READ IT.
YOU DON'T KNOW ANYTHING AT ALL ABOUT WHAT THEY DID WHEN THEY WERE ACTUALLY THERE.
UM, AND I JUST WANNA MAKE SURE WE'RE IN AGREEMENT ON THAT, THAT A PAGE VIEW DOES NOT IMPLY THEY READ IT, NOR DOES IT IMPLY THAT THEY DID ANYTHING.
OR ARE WE IN AGREEMENT THAT IT'S JUST THEY LANDED ON THE PAGE.
I'M IN AGREEMENT AND I WOULD LIKE TO REMIND THE COUNCIL THAT THESE KPIS WERE APPROVED, UH, PREVIOUSLY.
AND I ACKNOWLEDGE THAT THERE ARE SOME NEW COUNSELORS IN PLACE, SO THEY'RE FAIR QUESTIONS AND, AND WE HAVE DIFFERENT BACKGROUNDS, SO, UNDERSTOOD.
UM, SO WHEN YOU'RE ACTUALLY DOING THE, UH, PAGE VIEW RESULTS, HOW ARE YOU CONVERTING THAT INTO APPROPRIATE ACTION? SO LIKE, LEAVE NO TRACE.
ARE YOU WORKING WITH ANY GROUPS TO DETERMINE WHETHER OR NOT THERE'S A REDUCTION IN TRASH AT TRAILHEADS? UM, ARE YOU WORKING WITH OAK CREEK WATERSHED? ARE YOU WORKING WITH, UH, VERDE RIVER TO PEOPLE TO FIND OUT WHETHER OR NOT ALL OF THAT'S BEING LESS THAN IT USED TO BE? ARE YOU WORKING WITH THE RED ROCK GRANGER DISTRICT TO SEE WHETHER OR NOT THERE ARE FEWER NEW TRAILS BEING MADE BY BIKERS AND HIKERS? ARE YOU WORKING WITH FRIENDS OF THE FOREST TO SEE WHETHER OR NOT THERE ARE FEWER ROCK PILES BEING CREATED, WHETHER OR NOT GRAFFITI IS LESS? ARE YOU DOING ANY OF THE THINGS THAT TO ME, WOULD THEN GIVE US A MEASURE OF WHETHER OR NOT LEAVE NO TRACE? WHETHER, AGAIN, NOT CAUSALITY, BUT CORRELATION, YOU'RE DOING ALL THIS WORK AND WE'RE SEEING A REDUCTION IN WHAT WE WOULD CONSIDER TRACE? YES, WE DO PARTNER WITH ALL OF THOSE AGENCIES AND OR, AND NPOS.
UM, WE COULD, WE ALL DO BETTER IN, IN IDENTIFYING THOSE IMPROVEMENTS OR LACK OF IMPROVEMENTS.
I'M NOT, I'M NOT DENYING THAT AT ALL.
UM, BUT THE CHALLENGE IS, IS THAT WE'RE ONE PIECE OF THE PIE, AND TO BE ABLE TO CORRELATE ONE PROGRAM TO AN IMPROVEMENT THAT COULD HAVE BEEN IMPACTED BY A NUMBER OF OTHER THINGS HAPPENING.
BUT YOU NEED TO HAVE SOME WAY OF TELLING US WHETHER OR NOT YOU BELIEVE THE PROGRAM IS HAVING AN IMPACT.
AND AGAIN, NOT CAUSALITY, JUST CORRELATION TO BE ABLE TO PRACTICE WITH NUMBERS THAT SAY THESE THINGS THAT ARE ABOUT LEAVING A TRACE ARE GOING DOWN.
NOW THAT COULD BE A HUNDRED MILLION DIFFERENT REASONS, BUT ONE OF THOSE MIGHT BE OURS.
SO RIGHT NOW, I, I DON'T KNOW WHETHER OR NOT THESE, THIS PROGRAM'S EVEN VALUABLE OR DOING ANYTHING.
AND SO THAT, THAT'S WHAT I'M SAYING.
I NEED SOMETHING THAT'S A REAL PERFORMANCE INDICATOR AS OPPOSED TO SOMEBODY OPENED THE PAGE.
UM, I DON'T EVEN KNOW IF THEY READ IT.
CAN YOU, DO YOU HAVE ANY CORRELATION BETWEEN PEOPLE, THE NUMBER OF PEOPLE WHO HAVE VIEWED LIKE THE SHUTTLE PAGES AND ACTUALLY SHUTTLE NUMBERS? DO WE SEE AN INCREASE AFTER PEOPLE READ STUFF THAT WE SEE? AGAIN, NOT CAUSALITY, CORRELATION? MM-HMM.
I MEAN, WE CAN SEE, WE CAN DEFINITELY LOOK AT, YOU KNOW, WHEN NEWSLETTERS GO OUT VERSUS SPIKES ON WEBSITE TRAFFIC, YOU KNOW, CERTAIN, YOU KNOW, CORRELATIONS THERE.
THAT'D BE GREAT TO SEE SOME OF THOSE MEASURES.
UM, DO YOU HAVE ANY IDEA, UH, WHY PEOPLE ARE TAKING TRANSIT OR NOT TAKING
[01:00:01]
TRANSIT? THAT WOULD BE AN AWESOME SURVEY INTERCEPT SURVEY.AT SOME OF THE PARKING AREAS, IT WOULD, IT'S JUST ARE NOT TAKING IT, I GUESS.
IT'LL BE, ESPECIALLY FOR EMPLOYEES SINCE YOU WERE AIMING AT EMPLOYEES AND CHANGING EMPLOYEE BEHAVIOR OR EMPLOYEES TAKING TRANSIT OR NOT.
UM, SO, UM, SORRY, I'M, I'M, I'M SKIPPING OVER ONCE BRIAN ASKED, SO HANG ON, GOING OVER TO TAKE YOUR TIME.
UM, DO YOU HAVE ANY IDEA, I'M NOT GONNA DO THE WHOLE IMPRESSIONS THINGS AGAIN, BEATEN TO DEATH.
UM, HOW MUCH OF THIS CONTENT DO YOU KNOW IS SEEN BY PEOPLE WHO LIVE HERE VERSUS PEOPLE WHO ARE VISITING? SO THE, UM, THANK YOU.
UH, ORANGE 1 42 IS THE COMPANY THAT HANDLES THIS.
THEIR, UH, SERVICE ACTUALLY HAS A SAFEGUARD FOR NOT HITTING YOU GUYS, US.
AND THAT IS THAT IF YOU ARE IN THE GEOFENCE FOR MORE THAN 14 DAYS, YOU SHOULD NOT RECEIVE THE MESSAGING BECAUSE THE MESSAGING IS FOR THOSE PEOPLE WHO DON'T LIVE HERE,
SO IF YOU LIVE HERE, YOU ARE SAFEGUARDED FROM ACTUALLY GETTING IT.
IT DOESN'T ALWAYS WORK 100%, BUT IT'S VERY, VERY GOOD BECAUSE WE'VE HEARD A LOT OF RESIDENTS SAY, I'M A ZEIN.
I, I'M ONE OF THOSE RESIDENTS WHO HAS SEEN IT.
AND SO IS MY HUSBAND THROUGH THE CRACKS.
THESE, AND, AND IT DOES HAPPEN.
WHAT HAPPENS IS I WENT AWAY AND YOU CAME BACK AND THEN I CAME BACK.
WHAT HAPPENED TO, AND NOW I'M, I'M NOT, I'M NOW IN YOUR GEO F SO YES.
SO PART, PART-TIME RESIDENTS MIGHT GET THESE IS WHAT I'M TIME I'M SAYING.
UM, UM, ARE THESE ALSO SEEN BY DAY TRIPPERS, OR ARE YOU ALSO LOOKING TO SEE IF THEY'RE HERE LONGER THAN ONE DAY? THEY'RE SEEN BY DAY TRIPPERS DAY TRIPS.
UM, DO YOU HAVE ANY, UH, IDEA OF HOW OFTEN THIS CONTENT DRIVES FURTHER INTERACTION AND WHAT TYPES OF INTERACTIONS IT DRIVES.
REPEAT, YEAH, IF YOU COULD, SO, SO I SEE, I SEE A, A, UM, VISIT SEDONA, LIKE A LOCAL OR WHATEVER THE NEW THING IS.
UM, SORRY, I, I'M GONNA DO THE CLICK ON, CUZ I'M GONNA CLICK ON IT.
UM, AND THEN I'M GONNA GET SOME CONTENT AND THAT CONTENT'S GONNA SUGGEST I DO SOME THINGS.
DO YOU KNOW WHETHER OR NOT ANYONE WHO CLICKS THROUGH HAS ANY RELATION TO ANY OF THE CONTENT THAT COMES AFTER THAT? CUZ I HAVEN'T CLICKED ON IT, TO BE HONEST.
CAUSE I DON'T WANNA MESS UP ANY CLICK THROUGH NUMBERS.
NOW THAT I KNOW YOU DON'T HAVE ANY, I'LL CLICK ON 'EM.
BUT, UM, WHEN YOU CLICK ON IT, YOU MUST BE DRIVING DOWN DEEPER AND THEN I GET TO DEEPER AND THEN I GET TO DEEPER AND I'M GONNA GET TO SOMEWHERE.
SO WHAT'S THE EXPECTED BEHAVIOR IF I GO TO, UH, SEE, VISIT SEDONA LIKE A LOCAL, WHAT'S THE OUTCOME? WHAT DO YOU, WHAT DO YOU EXPECT PEOPLE TO DO? THIS IS BEHAVIOR.
YOU SAID YOU WERE CHANGING, SO WHAT ARE YOU EXPECTING TO DO? MM-HMM.
WE'RE EDUCATING, WE'RE EDUCATING AND COMMUNICATING, WHICH IS, UM, WHICH IS ONE OF OUR, ONE OF OUR GREAT STRENGTHS IS OUR ACCESS TO THIS, TO THIS GROUP AND OUR, OUR KIND OF, UM, COMMUNICATION AND INSPIRING THEM TO BEHAVE.
ARE WE, IS THERE A WAY TO, YOU KNOW, APPLY ENFORCEMENT? NO, NOT FROM OUR, NOT FROM OUR OFFICE, BUT WE ARE ONE OF THE FIRST, UM, INFLUENCERS, IF YOU WILL, OF WHAT THE EXPECTATION IS WHEN SOMEONE ARRIVES AND ONCE THEY'RE HERE WHEN OUR EXPECTATION IS.
SO WE REALLY ARE KIND OF AT THE TOP OF THE CHAIN OF COMMUNICATIONS.
AGAIN, YOU'RE JUST DRIVING ME BACK TO THE WHOLE CORRELATION, NOT CAUSATION.
YOU NEED THOSE NUMBERS THAT TELL ME THAT BEHAVIORS ARE CHANGING FOR PEOPLE WHO ARE VISITING HERE.
AND HEY, WE KNOW WE HAVE PEOPLE WHO HAVE DONE X, THEREFORE WE ASSUME WE MUST BE ASSOCIATED WITH THE BEHAVIOR OF Y UM, UH, THE, THE SHUTTLE, YOU TALKED ABOUT HOW I'LL SEE A BANNER FOR THE SHUTTLE WHEN I'M WITHIN TWO MILES OF THE SHUTTLE.
DO YOU HAVE ANY IDEA THAT IF PEOPLE WHO HAVE SEEN A BANNER ACTUALLY THEN USE THE SHUTTLE? YOU'RE REFERRING TO THE WRITE UP IN OUR DESTINATION MANAGEMENT PLAN? WE HAVE, UM, WE HAVEN'T SPENT AS MUCH OF THE GEOFENCING ON THE SHUTTLE COMMUNICATIONS.
WE CERTAINLY CAN GO BACK TO THAT, BUT WHAT WE FOUND IS WE WERE DOING SO MUCH ON THE SHUTTLE COMMUNICATIONS THROUGH OTHER MEANS THAT WE FOCUS MORE OF THE GEOFENCING, NON RESPECT RED ROCK COUNTRY DRIVING TO THE LANDING PAGE, WHICH DOES HAVE SHUTTLE INFORMATION.
SO THAT STRATEGY THAT YOU'RE REFERRING TO, YOU'RE REALLY NOT FOLLOWING THE STRATEGY, NOT FOLLOWING THAT PARTICULAR ONE.
UM, THE IN ROOM VIDEOS, THESE ARE ONLY PLACED IN TRADITIONAL HOTELS.
ARE THEY ALSO IN STR THEY'RE IN TRADITIONAL.
ARE THEY IN ALL TRADITIONAL HOTELS OR MEMBERS ONLY? UH, NO.
[01:05:01]
UH, SO HOW ARE THESE VIDEOS SEEN ON, THEY'RE IN ROOM CHANNEL, SO I ACTIVATE THEM AS THE PERSON SITTING IN THE ROOM.UM, DO YOU KNOW HOW MANY PEOPLE ARE ACTUALLY SEEING THESE VIDEOS? OH, I THINK WE HAVE THAT RIGHT IN THE, WELL WE HAVE THE, THE AMOUNT OF TIMES THEY'RE SEEN OR THE AMOUNT OF TIMES THEY, THEY AIR.
UM, I JUST DON'T HAVE THAT IN FRONT OF ME.
INTERIM VIDEOS, THE NUMBER OF TIMES THAT THEY AIRED IT.
THAT'S THROUGH, UH, FEBRUARY 28TH.
SO WE, WE BUY CAN WE ON SPEAK INTO THE MIC? WE, I COULDN'T HEAR YOU.
UH, THE, UH, QUARTER THREE, JANUARY AND FEBRUARY, THE NUMBER OF VIEWS THAT THE NUMBER OF SHOWINGS WAS, UH, 333,333.
UM, IF YOU LOOK AT THE YEAR TO DATE NUMBER, IT'S 1,333,333.
AND WE DON'T KNOW, I'M GUESSING THAT WHETHER OR NOT THESE VIEWS ARE UNIQUE? NO.
SO IF I TURN THE CHANNEL ON AND I'M RUNNING IT EVERY TIME I'M IN THE ROOM, BECAUSE THE PRETTY PICTURES THEY WOULD, YOU DON'T KNOW WHETHER OR NOT THERE ARE A LOT OF DUPLICATES AT ANY GIVEN TIME? CORRECT.
I MEAN, YEAH, THEY'RE, YOU, YOU PURCHASE A NUMBER, THE AMOUNT OF, THE NUMBER OF TIMES YOU WANT YOUR VIDEO AIRED.
THE, UH, I'M NOT SURE IF YOU HEARD ME EARLIER IN THE PRESENTATION, BUT WE ARE GOING TO ADDRESS THE SHORT TERM RENTALS.
WHICH IS WHY I'M NOT GONNA ASK YOU THE NEXT QUESTION,
UM, SO THESE VIDEOS, UM, ARE THEREFORE NOT GONNA BE VISIBLE TODAY, TRAMPERS OR CAMPERS OR ANYONE WHO'S NOT IN, UM, A TRADITIONAL HOTEL AT THIS POINT IN TIME.
UM, NOT THROUGH THE MEANS OF THE IN ROOM VIDEOS, HOWEVER, WE DO HAVE, WE DO SHARE THEM OUT THROUGH SOCIAL, UM, NOT AGGRESSIVELY, BUT IT'S ANOTHER PIECE OF CONTENT THAT WE LIKE TO GET OUT.
UM, IT'S, THEY LIVE ON BUSINESS NONA.COM.
THEY LIVE ON OUR YOUTUBE CHANNEL.
SO I MEAN, OTHER PEOPLE COULD SEE THEM.
AND DO YOU KNOW HOW MANY VIEWS YOU GET? DO YOU TRACK HOW MANY OF YOU YOU GET BY EACH OF YOUR OTHER CHANNELS? UH, WE DO.
UH, THEY'D BE GREAT NUMBERS TO SEE, BUT NOT IMMEDIATE, UM, VISITOR CENTER.
SO, UM,
UM, HOW WOULD, HOW WOULD YOU SAY THIS COMPARES? NOT WITHIN THE STATE OF ARIZONA, BUT WITH A EQUALLY, UM, UH, POPULATED, UM, MOUNTAIN TOWN, RURAL MOUNTAIN TOWN? MM-HMM.
I MEAN, WE ARE CONSIDERED AS ONE OF THE BUSIER ONES.
I, I, UM, DON'T HAVE NUMBERS OFF THE TOP OF MY HEAD, BUT THERE ARE USUALLY THEY BEING LIKE OUR PEERS AND JUST IN, AGAIN, THIS IS ANECDOTAL CONVERSATIONS.
UM, BUT YEAH, THEY'RE ALWAYS VERY IMPRESSED.
UM, BUT I CERTAINLY COULD GET NUMBERS FOR YOU AND FOLLOW UP WITH YOU IF, IF YOU'D LIKE TO SEE SOME OF THAT.
OH, I THINK IT, IT WOULD BE INTERESTING.
UM, ARE THE NUMBERS THAT YOU HAVE OF VISITORS, ARE THEY UNIQUE VISITORS OR JUST ALL VISITORS? IF I CAME IN TWICE, AM I COUNTED TWICE? YES.
SO WE DON'T KNOW EXACTLY WHETHER THAT NUMBER IS UNIQUE OR NOT UNIQUE VISITORS, YOU'RE MAKING AN ASSUMPTION THAT ONCE IN THE, THE VISITOR WON'T COME BACK.
BUT, UH, WE CAN HAVE THAT CONVERSATION THERE.
UH, WHAT DO THESE VISITORS ASK ABOUT? OR DO YOU CATEGORIZE THEM AS TO WHAT PERCENTAGE OR HOW MANY ASKS THERE ARE ABOUT X, Y, AND Z? UH, A LOT OF HIKING QUESTIONS, TRAIL QUESTIONS, UM, UM, HIKING, DINING AND SHOPPING.
UM, A LOT OF QUESTIONS ABOUT PASSES AND YEAH.
SO DO YOU COUNT THEM SO WE KNOW LIKE WHAT PERCENTAGE, UM, HOW THIS, HOW THE VISITOR CENTER IS BEING USED? UM, YES, WE DO ON THOSE SURVEYS.
UM, LER FURMAN WAS ALSO IN ATTENDANCE RECENTLY AT THE VISITOR CENTER, KIND OF CHECKING THINGS OUT AND SEEING HOW THINGS WERE DONE.
I DON'T KNOW IF THERE'S ANYTHING YOU WOULD LIKE TO ADD TO THAT QUESTION.
I WAS THERE DURING ONE OF OUR HIGH WATER RAIN DAYS, AND SO I SPENT MOST OF THE TIME TALKING TO OUR VOLUNTEER STAFF WHO I HAVE IMMENSE RESPECT FOR.
THEY'RE ALL SUPER HAPPY AND MOTIVATED PEOPLE TO BE THERE.
AND THE PEOPLE THAT COME IN AND GET SERVED ARE HAPPY TO COME IN AND GET SERVED.
THEY GET INFORMATION THAT THEY'RE SEEKING.
BUT THERE ARE, YOU RAISED INTERESTING QUESTIONS.
ONES THAT I HAD THOUGHT WHEN I WAS THERE AS WELL.
[01:10:01]
COUNT BODIES THAT ENTER, WE DON'T KNOW HOW MANY, WE DON'T, I DIDN'T SEE MUCH OTHER DATA COLLECTION.I THINK THERE'S A SURVEY THAT THEY GATHER DATA FROM, BUT WE DON'T PROACTIVELY DO STUFF WHEN THEY'RE ENGAGED WITH THE HELPER.
AT LEAST I DIDN'T SEE THAT THAT ONE DAY.
SO I, YOU KNOW, I THINK THERE'S, UH, INTERESTING DATA THAT COULD BE GARNERED IF WE WERE REALLY LOOKING TO DO THAT.
UM, BUT YOU KNOW, I, I'M HAD SOME OF THE SAME QUESTIONS YOU'RE ASKING, SO THANK YOU.
YOU'LL HAVE A CHANCE TO, WELL, LET'S NOT REPEAT THOSE QUESTIONS LATER, BUT CAN I ASK PETE A QUESTION, PETE? SURE.
UM, DID YOU SEE PEOPLE WHO CAME INTO THE VISITORS CENTER ON THE RAINY DAY ASKING FOR RAINY DAY ACTIVITIES? OH, THEY HAVE A SHEET CALLED RAINY DAY ACTIVITIES THAT WAS LIKE THE MOST POPULAR ITEM TO HAND OUT THAT DAY.
SO, AND THEY HAD, UH, PONCHOS FOR SALE THAT WERE A HOT ITEM THAT DAY.
FORGET WHAT IT WAS A, IT WAS A BARGAIN.
I THOUGHT IT WAS A GOOD PRICE.
UM, SO, UM, SOME OTHER QUESTIONS AROUND THE VISITOR CENTER AND VISITORS.
UM, I'M GOING TO ASSUME WE DON'T HAVE THIS INFORMATION AFTER WHAT COUNSELOR FROM SAID, BUT, UM, IT WOULD BE REALLY INTERESTING TO UNDERSTAND HOW MANY OF THE VISITORS ARE COMING ARE FROM IN-STATE.
THEY'RE FROM THE US OR THEY'RE INTERNATIONAL.
BUT AGAIN, I'LL HAVE TO, UM, FOLLOW BACK, UH, UP WITH YOU ON THAT WHEN WE DO GET BACK TO REPORTS ALSO.
WE'LL, WE'LL SHARE THAT KIND OF INFORMATION.
WE REGULARLY REPORT IT TO OUR BOARD.
UM, SO I'M HAPPY TO, YEAH, I MEAN THIS WILL BE KIND OF INFORMATION, I THINK CONSIDER US PART OF YOUR BOARD FOR THIS.
UM, SO YOU ALSO TALKED ABOUT HOW YOU GET, UH, VISITORS COMING TO THE WEBSITE, UM, ON THE PHONE OR, YOU KNOW, EMAIL OR HOWEVER ELSE THEY'RE GONNA CONTACT YOU.
DO YOU KNOW HOW MANY OF THESE INQUIRIES, UM, THEN ACTUALLY RESULT IN VISITATION? NO.
UM, SO THE NEXT QUESTION THEN IS IRRELEVANT, SINCE YOU DON'T KNOW THAT.
UM, CUZ IT'D BE INTERESTING TO KNOW THAT IF THEY WERE GOING TO VISIT IT, WHETHER THEY WERE DEFERRED OR IF THEY WERE IN THE CURRENT YEAR, BUT THAT'S OKAY.
UM, OF YOUR PERCENTAGE OF VISITORS, HOW MANY OF THEM FILL OUT A RATING? UH, HOW, HOW MANY OF THEM FILL OUT THE SURVEY? MM-HMM.
I KNOW THEY'RE ENCOURAGED TO DO.
ARE THERE REVIEWS? UH, YEAH, THAT'S THE A HUNDRED PERCENT OF EXCELLENT SERVICE REVIEW THAT I FORWARDED.
UM, CUZ IT'D BE IT, I MEAN, NOT LIKE A REVIEW, LIKE A TICK BOX, LIKE HOW HAPPY ARE YOU MM-HMM.
UM, SORRY, THAT'S LIKE WEB REVIEWS.
UM, AND, UH, IF THERE ARE COMMENTS, IT'D BE REALLY NICE TO, TO GET LIKE A SUMMARIZE SUMMARIZATION OF THOSE COMMENTS TO SEE WHAT IT IS PEOPLE ARE COMMENTING ON AND, AND WHAT THEY THINK ABOUT OUR COMMUNITY.
MAY I GO ON? WELL, KEEP IN MIND WE DO WANNA, WE WANNA END THIS SESSION, UH, AT FOUR O'CLOCK, WHICH IS, AND WE STILL WANNA HAVE COMMENTS, SO, OKAY.
ONLY TWO PEOPLE, RIGHT? YOU'VE ONLY YEAH, SO FAR ONLY TWO HAVE GONE AND WE HAVE, EVERYBODY ELSE HAS OTHER QUESTIONS, SO I UNDERSTAND.
WHAT'S THAT? WHAT WAS THAT PETE? THERE'LL BE LESS QUESTIONS ON THIS END BECAUSE A LOT OF THEM ARE BEING ASKED.
NUMBER OF MINE WHO'VE ALREADY BEEN ASKED.
SO, AND I, I APPRECIATE EVERYBODY KEEPING THEM IN LINE, BUT WE DO HAVE 45 MINUTES LEFT.
I REALLY DON'T WANT, I DON'T KNOW HOW LONG THE NEXT PRESENTATION WILL TAKE, BUT I WANT TO MAKE SURE IT'S EQUAL TIME AND I CAN HAP I, I'D BE HAPPY TO ANSWER QUESTIONS, YOU KNOW THAT AFTER THE FACT, I DON'T KNOW IF THAT'S WELL SUGGESTION THAT'S BENEFICIAL FOR THIS PUBLIC MEETING SETTING IF YOU'D PREFER TO ASK 'EM HERE, BUT, BUT I'D BE HAPPY TO RESPOND TO ADDITIONAL QUESTIONS AFTERWARDS.
SO WHAT I'D LIKE TO SUGGEST TO THIS, UH, IF IT'S OKAY WITH THE COUNSEL, IF, UH, COUNSEL DUN, IF YOU DON'T HAVE A CHANCE TO ASK MORE QUESTIONS, IF YOU CAN SEND THEM AN EMAIL, WE'LL GET QUESTIONS AND MICHELLE WILL SEND THEM TO KAREN, WHO WILL THEN DIS DIS UH, DISSEMINATE, UH, THE QUESTIONS TO US TO KIRAN OR JOANNE, WHO, WELL, WHICHEVER, EITHER WAY, YOU KNOW.
TO KAREN I GUESS WOULD BE FINE, BUT JOANNE CAN GIVE IT TO US AS WELL.
BUT SO FAR I'M REALLY PRESSED, YOU KNOW, I LOVE THE QUESTIONS YOU HAVE SO FAR, SO I DON'T KNOW, UM, ARE THEY ALL AT SUCH A HIGH LEVEL? I THINK THEY'VE BEEN PUTTING, WELL, I DON'T KNOW HOW TO ASK THEM AT A LOWER LEVEL CUZ THERE'S NO DATA FOR ME TO DIG INTO.
SO, UM, I, I WILL SKIP OVER SOME OF THESE AND I'M, I'LL GO TO THE ONES THAT, UM, THE ONES I CARE ABOUT MOST.
UM, SO ON THE SECRET SEVEN, UM, AGAIN, COUNCIL FULL ASK A COUPLE OF MY QUESTIONS ABOUT THE DEPTH AT WHICH PEOPLE GO.
[01:15:01]
UM, DO YOU HAVE THAT INFORMATION, LIKE HOW MANY PAGES THERE ARE AT EACH OF THE DEEPER SECTIONS, UM, AND WHETHER OR NOT PEOPLE ARE BOUNCING SO THEY GO IN, THEY DON'T LIKE IT, THEY LEAVE, THAT SORT OF THING.I'D LOVE TO SEE THOSE NUMBERS.
UM, AND THEN HOW ARE YOU MEASURING EFFECTIVENESS? SO ARE YOU, I MEAN, OBVIOUSLY THE THING TO DO IS TO KNOW WHETHER OR NOT THERE'S A REDUCTION IN THE NUMBER OF PEOPLE GOING TO TFL BRIDGE AND THERE'S AN INCREASE OF PEOPLE GOING TO PICK ANY OF THE OTHER ONES YOU'VE BEEN SENDING THEM TO.
UM, OR ARE YOU JUST GIVING THEM NEW IDEAS OF LIKE WHERE TO GO? SO I'M GONNA GO TO DEVILS BRIDGE ANYWAY BECAUSE EVERYONE'S BEEN THERE AND THEY ALL THINK I NEED TO GO THERE, BUT THIS OTHER ONE LOOKS REALLY GOOD TOO, SO I'M GONNA GO SCHIRMER, WHICH I, THEY'LL BE SURPRISED AT HOW STEEP IT IS.
BUT, UM, THE, THAT'S THE, TO ME THAT'S IMPORTANT TO KNOW WHAT'S REALLY HAPPENING WITH ALL OF THE SECRET SEVEN.
ARE WE JUST ADDING TO MORE PEOPLE GOING TO THESE OTHER PLACES AS OPPOSED TO WE'RE REDUCING PEOPLE IN ONE AND DISPERSING THEM TO ANOTHER.
DISPERSION MEANS A DECREASE IN ONE.
SO IF WE DON'T HAVE THAT DEC DECREASE IN ONE, WE'RE NOT DISPERSING.
AND IF WE'RE NOT DISPERSING, IS THIS REALLY THE RIGHT THING FOR US TO BE DOING? THEY CAN GET TRAILS AND POPULAR TRAILS FROM ALL TRAILS, FROM TRIPADVISOR, FROM THE US FS.
THERE'S LOTS OF WAYS TO THEM TO GET IT.
THERE'S A LOT OF BLOGS I'M READING NOW ON BEST PLACES TO VISIT, YOU KNOW, AND HIKE AND SEDONA, WHICH INCLUDES PLACES LIKE MESCAL AND ALL THE PLACES YOU'VE GOT FOR BIKING.
SO THERE'S LIKE LOTS OF OTHER PLACES THAT CAN GET THIS INFORMATION.
IS THIS REALLY WHAT WE SHOULD BE DOING? SO, UM, THAT WOULD REALLY HELP ME UNDERSTAND THAT WE DO WORK WITH THE FOREST SERVICE, UM, TO DEVELOP THE LIST.
AND WITH THEIR GUIDANCE, WE'RE PICKING THE ALTERNATIVES, UM, BECAUSE THEY'RE ABLE TO TELL US MORE LOOSELY, YES, WE'VE SEEN AN INCREASE HERE AND NO WE'RE SEEING A DECREASE THERE.
BUT, BUT ACTUAL NUMBERS, UM, THEY HAVE, THERE'S ONLY I THINK A COUPLE OF THE DIFFERENT, OF THE SECRET SEVEN LOCATIONS THAT THEY'RE AB THAT THEY ACTUALLY ACTUALLY MONITOR WITH TRAIL COUNTS.
SO THAT'S A LITTLE BIT OF A CHALLENGE.
UM, WE LOOKED INTO THE, UH, CELL PHONE DATA, WHICH, YOU KNOW, COULD BE SOMETHING THAT WILL HELP US IF WE DO THE CELL PHONE DATA TO KIND OF UNDERSTAND BETTER VISITATION OVERALL IN THE DESTINATION MOVING FORWARD.
THAT COULD ALSO MAYBE BE USED ON THE TRAILS TO BE ABLE TO, AGAIN, ASSUMING CELL SERVICE IS OKAY, UM, BEING ABLE TO IDENTIFY, YOU KNOW, THE SPIKES OR THE DIPS IN TRAILS, YOU KNOW, YEAR OVER YEAR KIND OF ACTIVITY.
UM, WE DID LOOK INTO CELL PHONE DATA FROM OUR VENDOR, UM, A COUPLE OTHERS AND IT WAS JUST THE COST WAS EXORBITANT.
UM, SO WE WEREN'T ABLE TO APPLY THAT TO THIS YEAR, WHICH, UM, WAS UNFOR UNFORTUNATE.
BUT I DO LOOK FORWARD TO MAYBE EXPLORING THAT IDEA MORE WITH KAREN AND YOU ALL MOVING FORWARD.
AND MELISSA, MAYBE YOU SHOULD, YOU SHOULD SEE THE REST OF YOUR QUESTIONS IF YOU WANNA PUT THEM IN WRITING CUZ WE DO HAVE A LOT MORE.
I DON'T HAVE A LOT MORE, BUT THAT'S FINE.
NO, NO, WE, I MEAN I HAVE, I'M SURE THE VICE MAYOR HAS AND UM, WE CAN ALWAYS GO BACK IF WE HAVE MORE TIME.
BUT I DO WANNA GET THE COMMENTS CUZ WE NEED THE COMMENTS FOR OUR NEXT MEETING.
UH, I WANTED TO TALK ABOUT THE VERDE SHUTTLE.
AS I RECALL IN THE TERMS OF THE VERDE SHUTTLE MARKETING.
WE SPECIFICALLY WANTED YOU TO PURSUE THAT BECAUSE OF YOUR RELATIONSHIP WITH THE BUSINESS COMMUNITY, HENCE THE EMPLOYEES.
AND I THINK IT IS REALLY IMPORTANT, WELL, I'M MAKING A COMMENT, BUT AROUND THIS QUESTION, UH, THAT WE UNDERSTAND THAT, BECAUSE AGAIN, WHERE ARE WE SPENDING OUR MONEY AND WHAT BANG FOR THE BUCK ARE WE GETTING MM-HMM.
AND IN ORDER FOR US TO HAVE AN EFFECTIVE MEETING IN TWO WEEKS, WE NEED THIS INFORMATION MM-HMM.
AND LAST YEAR, I THINK FOR A COUPLE OF YEARS, THE KPIS HAVE BEEN, WE'VE CH BEEN CHALLENGED WITH YOU TO AGREE TO KPIS AND IT'S BEEN A, A FRUSTRATING EXPERIENCE BECAUSE WE WANT MORE HARD DATA AND PAGE VIEWS.
I'M NOT GONNA GO IS MY ISSUE AS WELL.
AND I THINK YOU'RE GONNA HEAR THAT FROM EVERYBODY UP HERE.
WE NEED MORE TARGETED DATA MM-HMM.
[01:20:01]
UH, IS ALSO ABOUT, IS THE, THAT I HAVE CONCERNS ABOUT IN THE VISITOR CENTER IS A RE A, A CONTINUOUS REDUCTION OF THE NUMBER OF PEOPLE WHO ARE GOING TO BRICK AND MORTAR LOCATIONS.SO I WOULD LIKE TO SEE THE LAST SEVERAL YEARS OF THE VISITOR CENTER, UH, NUMBER OF VISITORS WHO, WHO ARE PARTICIPATING.
CUZ IT IS 4% OF THE TOTAL VISITORS.
IF WE USE THREE AND A HALF MILLION AS THE NUMBER, AND IF WE USE A HIGHER NUMBER, IT'S A LOWER PERCENTAGE.
SO WHEN YOU LOOK@VISITSSEDONA.COM, YOU SEE 3 MILLION PEOPLE USING THAT.
IS THAT, IS IT A, IS A BRICK AND MORTARS LOCATION? A DINOSAUR IS MY QUESTION.
SO THAT, THAT, THAT WOULD BE A QUESTION I HAVE FOR YOU.
ALSO, DOES THE TOURISM BUREAU, IS THAT OPEN FOR ALL OF THE PROGRAMS? IS THAT OPEN TO ALL BUSINESSES IN OUR COMMUNITY OR ONLY CHAMBER MEMBERS? THE VISITOR CENTER? NO, THE, THE PROGRAMS THE TOURISM BUREAU IS RESPONSIBLE FOR.
IT IS, ARE ALL BUSINESSES ELIGIBLE TO REGISTER FOR THAT PROGRAM? YES.
BUT DO THEY, UM, YEAH, WE HAVEN'T DONE A, A A, A KIND OF A CROSS REFERENCE TO SEE, YOU KNOW, OF THOSE THAT HAVE SIGNED ON, YOU KNOW, HOW MANY ARE PARTNERS OR NOT.
I MEAN, WE COULD, WE CAN GET THAT FOR YOU THOUGH.
UH, ALSO IN ENCOURAGING POSITIVE VISITOR BEHAVIOR, WE TALKED ABOUT THIS LAST YEAR AND I ASKED YOU, HOW DO WE KNOW BEHAVIOR IS CHANGING? WHAT ARE THE MEASURES THAT ARE BEING USED? BECAUSE IF YOU LOOK AT A PERSPECTIVE FROM PEOPLE WHO, WHO ARE ON SOCIAL MEDIA, THEY SAY IT'S NOT CHANGING.
SO IF ALL THESE PROGRAMS THAT WE'RE SPENDING SO MUCH MONEY ON ARE NOT CHANGING BEHAVIOR, WHY DO THEM? AND THEY MAY NOT BE RIGHT, BUT WE NEED SOMETHING FROM THE CHAMBER THAT SHOWS US THAT THESE PROGRAMS ARE SUCCESSFUL BECAUSE MAYBE WE SHOULD BE ALTERING SOME OF THESE PROGRAMS. LIKE YOU TALKED ABOUT THE TOOLKITS, WELL MM-HMM.
AND THAT THE MILLENNIALS BEHAVIOR IS QUITE DIFFERENT IN TERMS OF THEY COME TO SEDONA, THEY KNOW EXACTLY WHERE THEY'RE EATING, THEY KNOW EXACTLY WHERE THEY'RE, WHAT TRAILS ARE GOING ON.
THEY KNOW EXACTLY WHAT SHOPS THEY'RE VISITING MM-HMM.
UH, AND MAYBE WE SHOULD BE INVESTING MORE IN, IN THOSE THINGS.
BUT THEN I READ THE SURVEY FROM THE VISITOR CENTER AND THE SURVEY SHOWED A WHOLE DIFFERENT GROUP OF PEOPLE.
THEY WERE MORE OF THE BABY BOOMERS.
SO MAYBE THAT'S WHO WE'RE REACHING AT THE VISITORS CENTER AND THEN ALL THESE OTHER FOLKS, AND MAYBE THERE'S MORE OF THEM, I DON'T KNOW.
ARE, YOU KNOW, ARE ARE ARE COMMUNICATING WITH US VIA OTHER CHANNELS.
SO WE, WE DO, UM, WE'VE DONE ONLINE SURVEYS.
WE REGULARLY DO ONLINE SURVEYS.
THE VISITOR CENTER SURVEYS, UH, INTERCEPT SURVEYS, WHICH AREN'T DONE AS FREQUENTLY BECAUSE THERE'S SOME COST ASSOCIATED WITH THAT.
UM, AND WHAT'S INTERESTING IS YOU'RE RIGHT, I MEAN, WHO THE PERSON MOST INCLINED TO, TO TAKE THE TIME TO DO AN ONLINE SURVEY MAY BE A LITTLE OLDER THAT, UH, THE TYPE OF PERSON WHO'S COMING INTO THE VISITOR'S CENTER MAY SKEW A CERTAIN AGE.
SO YOU DO HAVE TO CONSIDER, UH, WHO IT IS, THE METHODOLOGY OF THE SURVEYING OR THE RESEARCH TO HOW IT IS, HOW IT TIES TO THE, THE TYPE OF PERSON WHO'S GOING TO ANSWER IT.
UM, BUT IN ALL, EVERYTHING THAT WE'VE SURVEYED, I MEAN, WE'RE LOOKING AT, YOU KNOW, LOW
[01:25:01]
FIFTIES OR IN THE FIFTIES.SO WE, WE DON'T HAVE YET TO HAVE A SURVEY THAT ACTUALLY TAPS INTO THAT MILLENNIAL, UM, AGE GROUP, WHICH IS RIGHT.
YOU KNOW, SOMEHOW WE'RE NOT CAPTURING THEM IN QUITE THE SAME WAY.
SO I THINK WE, WE SHOULD BE THINKING ABOUT THAT.
WELL, NOT YOU CAUSE YOU'RE STILL A KID.
BUT THEY DO COMMUNICATE DIFFERENTLY.
UH, I HAD A LOT OF SIMILAR QUESTIONS AND MY COL MY COLLEAGUES ON THE DATA COLLECTION, I'M NOT GONNA ASK, THEY WERE ALREADY, BUT I JUST WANTED YOU TO, TO KNOW THAT I ALSO SHARE THEIR, THEIR QUESTIONS AND THEIR CONCERNS.
THE CONCERNS THEY HAVEN'T YET EXPRESSED.
BUT YOU CAN GARNER FROM THE QUESTIONS THAT THEY ASKED.
SO, UM, I HAVE A FEW QUESTIONS, BUT I WANNA START OFF WITH A LOT OF THE QUESTIONS I WERE ASKED HERE IN THE DAYS.
I DO AGREE WITH, WE NEED MORE ACTUAL HARD DATA KPIS.
I KNOW YOU SAID THAT THAT'S WHAT WE AGREED TO IN THE PAST.
I DON'T KNOW IF IT'S SOMETHING WE'RE GOING TO GO WITH MOVING FORWARD CUZ IT'S NOT CONCRETE ENOUGH.
BUT HOW IS THAT REALLY A CHAMBER FUNCTION? WHAT, WHAT ARE YOU AS A CHAMBER DOING THAT TREAD LIGHTLY IS NOT, AND IF YOU MENTIONED IT BEFORE, I THINK, UH, COUNCIL, UH, FOLTZ DISCUSSED IT, BUT I DIDN'T REALLY HEAR WHAT THE CHAMBER'S DOING.
UM, MAYOR ABLO, WE ARE, WE ARE HONESTLY JUST RE-SHARING AND PUSHING IT OUT THROUGH OUR CHANNELS.
IN OTHER WORDS, THE BENEFIT THAT WE BRING OR THE VALUE THAT WE BRING IS THE CONNECTION THROUGH VISIT SEDONA THROUGH OUR CONSUMER NEWSLETTER, THROUGH OUR SOCIAL MEDIA.
WE HAVE SUCH GOOD ACCESS TO THE VISITOR AUDIENCE THAT WE ARE JUST AMPLIFYING WHAT TREAD LIGHTLY IS DOING IN TERMS OF THEIR MESSAGING.
BUT WHAT I'M CONCERNED ABOUT IS, FROM WHAT I'M HEARING, THE BEHAVIOR IS NOT CHANGING.
AND THAT, I MEAN, YOU COULD TRY AS HARD AS YOU CAN AND I UNDERSTAND THAT IT'S NOT FOR LACK OF TRYING, BUT IT'S THE INDUSTRY AND, YOU KNOW, WE, WE INTERNALLY ARE WORKING ON THAT ON OUR END.
I JUST DON'T KNOW, I MEAN, TREAD LIGHTLY HAS, YOU KNOW, MARKED, UH, IMPROVEMENT ON WHAT THEY'RE DOING.
BUT THE ME YOU COULD BE PUTTING THE MESSAGE OUT.
SO, UM, WELL, WHAT, YOU KNOW, I LIKE, I DON'T KNOW HOW YOU MEASURE IT, SO YEAH, I MEAN WE'RE, WE ARE ONE PIECE OF THE PIE.
YOU KNOW, I MEAN, SO I SIT WITH THE GREATER SIT ON RECREATION COLLABORATIVE ALONG WITH KAREN AND, AND YOU KNOW, THERE, THERE ARE A NUMBER OF WAYS TO IMPACT THE OH HB SITUATION, BUT IT'S COMPLEX AND WE ARE JUST ONE I I GET IT.
AND I'M, I'M NOT SAYING IT'S NOT EVEN A FULL SOLUTION, YOU KNOW, IT'S JUST WE'RE, WE'RE ALL TRYING TO APPROACH THE PROBLEMS IN THE WAYS THAT WE KNOW BEST, BUT COLLECTIVELY, IT'LL PROBABLY MAKE A DIFFERENCE.
UM, DID I HEAR YOU CORRECTLY, OF ALL THE SHORT TERM RENTALS THAT WE HAVE, YOU'VE ONLY CONTACTED WITH 13 OF THEM.
MANAGEMENT COMPANIES WE'RE ACTUALLY MANAGEMENT COMPANIES WE'RE ACTUALLY IN, IN CONNECTION WITH 411 PROPERTIES.
SO 411 PROPERTIES OUT OF, YOU KNOW, WHERE WE AT NOW? UM, 1100.
SO ABOUT ALMOST HALF, NEARLY HALF.
THAT'S WHY I WANTED TO ASK THE QUESTION.
CAUSE I MISHEARD YOUR, YOUR COMMENTS.
SO ALMOST HALF, I, I WANT IT TO BE CLEAR.
UM, SO ALL OF THOSE ARE GETTING THE MESSAGING RIGHT IN THE, IN THE ROOMS OR IN THE HOUSES.
DO YOU KNOW THAT, I MEAN, DO YOU KNOW THAT THE 411 ARE GETTING IT OR ARE YOU JUST, OR YOU KNOW THAT THE 13 ARE GETTING IT AND ASSUMING THAT THEY'RE BEING PASSED ON TO THE 411? WELL, I DON'T THINK THEY'RE GONNA KEEP 411 PACKETS THAT I PERSONALLY PUT TOGETHER FOR THEM IN THEIR OFFICES.
SO THEY CALL ME AND SAY, I NEED SOME MORE OF THIS.
I NEED IT DELIVERED BY THIS DATE.
SO I KNOW THEY'RE GOING INTO THE ROOM SO THEY WOULDN'T BE REORDERING.
AND WHAT I WOULD LIKE TO ASK IS, IF YOU COULD, NOT TODAY, BUT IF YOU COULD PROVIDE US WITH A LISTING OF THOSE MANAGEMENT COMPANIES THAT YOU ARE ENGAGED WITH, BECAUSE I'M ENGAGED WITH OTHERS OR MAYBE OTHERS, OR MAYBE IT'S A DUPLICATE, BUT I WANT TO GO TO ANYONE I KNOW AND SAY, WHY AREN'T YOU THE ONES THAT ARE ACTUALLY WORKING WITH US? OKAY.
[01:30:01]
US THOSE NAMES.EMAIL WE ONLY HAVE ABSOLUTELY.
BUT I WANT, YOU KNOW, SOME OF US KNOW OTHER MANAGEMENT COMPANIES AND MAYBE WE CAN GET YOU MORE.
HOW MUCH ARE YOU REALLY DOING WITH THAT? WHEN ED ROSE HAS BEEN ROCKING THAT LIKE NO OTHER MM-HMM.
BUT WHAT IS THE CHAMBER REALLY DOING WHEN IT'S ALL ABOUT WHAT HE'S DOING AT THE AIRPORT? SO EXPLAIN THAT TO ME.
HE'S, HE'S HANDLING THE DAY-TO-DAY.
UM, BUT HE AGAIN, LEVERAGES US WHEN WE NEED TO DO THE COMMUNITY OUTREACH, WHEN WE NEED TO CONVENE OR DO, UH, AN OPEN HOUSE OF SOME SORT, UH, TO GET THE RIGHT PEOPLE IN AT THE, UH, TABLE SO THAT THEY CAN HEAR DIRECTLY FROM APEX AND GUIDANCE, GUIDANCE, ERROR ABOUT, YOU KNOW, WHAT'S HAPPENING OR WHAT MAYBE NEEDS TO BE ADDRESSED.
SO WE'RE, WE'RE LOOPED IN AS A, AS AN OPPORTUNITY TO AGAIN, KIND OF CONNECT AND ASSIST ED, FRANKLY, ON, YOU KNOW, MAKING SURE THAT, THAT THAT PROGRAM IS STILL VIABLE AND MAKES SENSE.
BUT I JUST, AND I'VE ATTENDED THOSE MEETINGS WITH YOU AS WELL.
I, BUT IT'S ALL THE SAME HELICOPTER OPERATORS AND HELICOPTERS THAT VIOLATE THE FREIGHTER LANE AGREEMENT.
THEY'RE NOT PUT REALLY PART OF THE PROGRAM.
SO IT'S EDUCATING, I DON'T EVEN THINK IT'S HELICOPTERS.
I DON'T KNOW HOW MUCH OUTREACH YOU'RE REALLY DOING.
SO I DON'T KNOW HOW MUCH YOU AND I DON'T, ARE YOU SPENDING MONEY ON THAT? MM-HMM.
THAT'S WHY I WANNA KEEP IT DONE TOO.
UH, I'M ALSO CONCERNED ABOUT THE VISITOR CENTER.
I'VE LOVED THE VISITOR CENTER.
I'M NOT NEVER, I'M NEVER GONNA KNOCK YOUR VISITOR CENTER.
BUT IF IT'S ONLY A SMALL NUMBER, WE NEED TO FIND OUT WHY.
IF IT'S LIKE THE VICE MAYOR SAID IT, I DON'T WANT TO SEE IT AS A DINOSAUR.
I'VE SPENT A LOT OF TIME THERE, BUT WE HAVE TO BE SURE THAT THE MONEY WE'RE SPENDING IS SPENT WISELY.
UH, DID THE ROCK PAGE VIEWS UNIQUE VISITORS? YEAH, WE NEED, WE DISCUSSED THE PAGE VIEWS.
UH, WE NEED TO KNOW UNIQUE VISITORS.
I THINK THAT WOULD BE SOMETHING, YOU KNOW, THAT'S GIVING US MORE INFORMATION THAT WOULD, YOU KNOW, YOU'RE DOING A BETTER JOB OR YOU'RE, YOU'RE MEASURING THE JOB YOU'RE DOING AND HAS THE RIDERSHIP INCREASED? MM-HMM.
SO WE DON'T KNOW IF IT'S A VIABLE PROJECT.
UH, MANY OF THE OTHER QUESTIONS HAVE BEEN ASKED, SO I'LL, I'LL SEE TO COUNCILOR KINSELLA.
THE GOOD NEWS IS THAT MANY OF MY QUESTIONS HAVE BEEN ASKED.
THE BAD NEWS IS I STILL HAVE SOME MORE
UM, GOING TO THE VISITORS CENTER AGAIN, A QUESTION THAT I HAD TIES INTO SOME OF THIS, WHICH IS YOU DID SAY THAT THE PHONE AND EMAIL, UM, THE TARGET WAS 7,500.
UM, ARE THOSE PRECEDING A WALK-IN? I MEAN, I WANNA KNOW MORE WHAT THAT TARGET IS, WHO THEY ARE.
DOES THAT MEAN THAT THOSE 7,500 ACTUALLY THEN TURN AROUND AND, AND WALK IN FOR FOLLOW UP AFTERWARDS WHERE THEY ASKED AND ANSWERED IN THE EMAIL AND THEY'RE NOT IN TOUCHING ON YOUR VISITOR CENTER? UM, I JUST, AGAIN, IT'S A SMALL NUMBER.
I WOULD'VE ASSUMED WHEN I SAW EMAIL AND PHONE, I WOULD'VE THOUGHT THAT NUMBER WOULD'VE BEEN WAY, WAY, WAY, WAY, WAY BIGGER THAN THAT.
SO I'M JUST CURIOUS AS TO HOW THEY FACTOR INTO THE REST OF YOUR NUMBERS.
IF YOU COULD BREAK THAT DOWN AND GIVE US THAT.
CAUSE I DON'T EXPECT YOU TO HAVE THAT OFF THE TOP OF YOUR HEAD NOW, BUT I REALLY WANNA KNOW THAT.
AND WHAT IS, WHAT IS THE, THE QUESTION OVERALL, ARE THEY, ARE THEY CAPTURED IN ANOTHER NUMBER, THOSE 7,500 PEOPLE THAT PHONED AND EMAILED? ARE THEY, DID THEY DO THAT PRECEDING THEIR TRIP THAT THEN TURNED INTO AN ACTUAL VISIT IN PERSON TO YOUR VISITOR CENTER? IS THIS NUMBER, IS THIS, IS THIS NUMBER BEING DOUBLY REFLECTED? I, I, I WOULD, I WOULD SAY I, MM-HMM.
I DON'T THINK THAT IT'S DUPLICATED.
UM, UH, WE JUST, WE ARE A SERVICE AGENT, YOU KNOW, AT THE VISITOR CENTER AND A LOT OF TIMES THEY'LL, UM, I MEAN WE JUST ARE PROVIDING CUSTOMER SERVICE ON THE PHONE AND EMAILS ARE PART OF THAT PICTURE.
BUT I, I CAN'T TELL YOU FOR SURE THAT THAT WOULD THEN CONVERT INTO, UH, VISITOR CENTER WALK-IN.
I DON'T, I YOU DON'T HAVE A WAY CAPTURING THAT IN, IN SOME OF THE SURVEY DATA THAT YOU'RE DOING WHEN THEY COME IN.
MAYBE THAT'S SOMETHING TO THINK ABOUT.
YOU KNOW, HAVE YOU PREVIOUSLY CONTACTED US OR, I MEAN, I, I DON'T KNOW.
I JUST, AGAIN, AND IT'S A, IT'S WHAT'S BOTHERING ME MORE THAN TRYING TO CAPTURE THAT IS THAT IT
[01:35:01]
IS SUCH A SMALL NUMBER.I MEAN, IT'S A REALLY SMALL NUMBER.
I WOULD'VE THOUGHT TRAFFIC ON EMAIL AND PHONE WOULD'VE BEEN MUCH HIGHER THAN THAT.
SO I GUESS WHAT I'M LOOKING FOR MY WHY, MY OTHER QUESTION IS THAT I'M TRYING TO GET AN EXPLANATION OF THE BIGGER QUESTION.
SO THAT'S, AND THEN I'M GONNA STICK WITH THE VISITOR CENTER FOR A MOMENT CUZ THIS ALL COMES IN.
UM, AND SOME OF THIS FOLLOWS UP ON WHAT THE VICE MAYOR WAS SAYING IS I'M TRYING TO FIGURE OUT THE PEOPLE THAT COME INTO THE VISITOR CENTER, DO WE HAVE A WAY OF KNOWING IF THEY'RE ALREADY BOOKED IN OR IF THEY'RE DAY TRIPPERS? IS THAT IN INFORMATION THAT YOU'RE CAPTURING? BECAUSE WE HAVE UNIQUE OPPORTUNITIES.
WE'VE BEEN TRYING TO DEVELOP OPPORTUNITIES TO EDUCATE VISITORS BEFORE THEY COME INTO SEDONA.
UM, BUT THE DAY TRIPPERS, WE DON'T ALWAYS HAVE THAT OPPORTUNITY.
SO WHO ARE THESE PEOPLE COMING IN? ARE THEY DAY TRIPPERS LOOKING FOR INFORMATION THEY DIDN'T ALREADY HIT YOU? WHICH TIES INTO MY QUESTION ABOUT DID THE EMAIL AND PHONE PRECEDE AN ACTUAL VISIT, BUT I WANNA KNOW WHO THEY ARE DAY TRIPPERS VERSUS ARE THEY BOOKED IN? I WANNA KNOW HOW PEOPLE ARE GETTING THEIR INFORMATION.
AT WHAT POINT IN THEIR INTRODUCTION TO SEDONA ARE THEY GETTING THEIR INFORMATION? SO THAT'S THE QUESTION.
UM, THE BIGGER PICTURE QUESTION, TYING THEM TOGETHER.
UM, ANOTHER QUESTION ALONG THOSE LINES ALSO WAS TOUCHED ON, BUT IS THE SECRET SEVEN, I AM CONCERNED ABOUT THE IMPACT OF PROMOTING AREAS THAT HAVE NOT HAD THE SAME LEVEL OF VISITORSHIP, BUT HAVE BEEN SORT OF THE FAVORITES OF LOCALS BECAUSE OF THE LESSER AMOUNT OF VISITORSHIP.
AND NOW WE'RE ACTUALLY MAKING THOSE TRAILS, UM, WE'RE IMPACTING THEM.
SO WHAT I'D LIKE TO KNOW IS THE SECRET SEVEN TRAILS, THE IMPACT ON THOSE TRAIL CONDITIONS.
IF WE HAVE EVALUATING DISPERSING PEOPLE THERE, WHAT IS THE UNINTENDED CONSEQUENCE OF THAT PERHAPS? IS THERE AN UNINTENDED CONSEQUENCE? THE ONE, THE INTENDED CONSEQUENCE IS TO DISPERSE PEOPLE.
THE UNINTENDED CONSEQUENCE MAY OR MAY NOT BE THAT NOW WE'RE DISCOURAGING OTHER USE OTHER USERS.
WE ARE IMPACTING THEM IN A WAY THAT MAKES THEM LESS DESIRABLE TO BE USED.
I, I NEED TO KNOW THAT AS WELL.
AND I THINK THERE'S A JUMP IN ON THAT.
JUST CONSIDER THAT THE NUMBERS THAT ARE ACCESSING SECRET SEVEN ONLY REPRESENT ABOUT 2% OF VISITORS.
SO THIS, YOUR CONCERN IS APPRECIATED.
BUT I WOULD KIND OF SUGGEST IT'S PROBABLY MINIMAL TO NEGLIGIBLE GIVEN HOW FEW ARE ACTUALLY ACCESSING THE SITE.
THAT'S VISITORS THAT ARE GETTING ON SECRET SEVEN.
BUT I STILL DON'T KNOW THE IMPACT ON THE LOCALS WHO WE USING NO SECRET SEVEN, WHICH IS WHAT I'M TRYING TO RIGHT.
BUT IF IT'S ONLY 2% OF VISITORS THAT, AND IT'S NO GUARANTEE THAT THEY'RE ACTUALLY GOING TO THOSE SITES.
I'M JUST SAYING THAT EVEN IF THEY ALL DID, THAT SHOULD BE A MINIMAL IMPACT FOR LOCALS.
I'M GONNA CONTINUE WITH MY QUESTIONS.
UM, THE, THE SHUTTLES, THE SEDONA SHUTTLE AND THE VERDE SHUTTLE, I THINK YOUR, YOUR REDEMPTION USING A COUPON TO TRACK THAT AND THE FACT THAT YOU KNOW THAT THERE'S A 2%, UH, RIDERSHIP TURNED IN THAT COUPON FOR THE, UM, SEDONA, THE, UH, VERDE VALLEY SHUTTLE WAS A GREAT K P I THAT WAS A REALLY GOOD IDEA.
UM, I WISH THE NUMBER WAS HIGHER THAN 2%.
SO AGAIN, I WANNA FOCUS ON A WAY TO VERIFY THAT NUMBER CUZ MANY PEOPLE MAY NOT HAVE TURNED THAT IN.
ESPECIALLY CUZ THE RIDERSHIP LEVEL IS SO LOW, YOU FORGET YOUR COUPON, YOU'RE NOT GONNA NOT RIDE IT, YOU KNOW, FOR A DOLLAR.
SO, BUT THAT'S ALONG THE LINES OF CREATIVE THINKING AND GOOD KPI.
SO I WANTED TO, UM, ACKNOWLEDGE THAT WITH THE RIDERSHIP OF THE SEDONA SHUTTLE.
UH, I REALLY QUESTIONED THE KPIS THERE BECAUSE AGAIN, YOU'RE LOOKING AT PAGE VIEWS AND I WANNA KNOW RIDERSHIP AND I WANNA KNOW, AGAIN, THE RIDERSHIP NUMBER THAT YOU'RE REPORTING.
I WANT YOU TO REPORT A RIDERSHIP NUMBER.
BUT I ALSO WANNA KNOW THAT RIDERSHIP NUMBER THAT YOU'RE GONNA REPORT IS PROBABLY ALREADY A NUMBER THAT WE HAVE.
I MEAN THE, THE, THE, THE CITY'S ALREADY DONE THAT WE'VE CAPTURED THAT.
IT'S, IT'S WORK THAT'S BEEN DONE.
YOU'VE DONE SOME OF THE PROMOTION, BUT I I I JUST DON'T KNOW HOW TO CAPTURE THE IMPACT THAT THE CHAMBER IS HAVING ON INCREASING THAT RIDERSHIP NUMBER VERSUS THE WORK THAT THE CITY IS DOING IN TERMS OF BUILDING THE LOTS, PUTTING OUT THE SIGN, THE, THE, THE VARIABLE MESSAGE BOARD SIGNS, UM, HAVING THE, THE WEBSITE, YOU KNOW, THINGS THAT, THAT WE HAVE GOING ON.
SO I, I NEED THAT CAPTURED IN A MORE TELLING WAY.
[01:40:01]
I THINK WE'LL BE ABLE TO DO MORE OF THAT SOMEWHAT IN YEAR TWO.YOU KNOW, I MEAN SINCE THE, THE SHUTTLE'S FAIRLY NEW, WE DON'T HAVE A LOT OF WAY TO COMPARE.
UM, BECAUSE YOU KNOW, I MEAN, TO YOUR POINT, IT'S, UH, THE SEDONA SHUTTLES HAVE LOGGED FROM MARCH TO MARCH 283,952 PASSENGER BORDER BOARDINGS PROVIDING 222 DAYS OF ACTUAL SERVICE.
BUT COMPARED TO WHAT, BECAUSE WE'RE NEW SO IT'S HARD TO KNOW IF THE THE RIDERSHIP IS INCREASED OR NOT.
WE JUST DON'T HAVE A YEAR OVER YEAR COMPARED.
WELL, AGAIN, MAYBE, MAYBE IF WE KNEW WHO WAS GETTING ON THERE BECAUSE OF INFORMATION BY CHAMBER, THAT'S WHERE YOUR COUPON INFORMATION OR SOMETHING WOULD, WOULD COME.
NOTHING'S CHANGED IN TWO HOURS.
CAN I JUST, UH, BUT WITH REGARDS TO THE VERDE SHUTTLE, THERE IS A HISTORY.
SO CAN WE SEE WHAT THE HISTORY IS SO WE KNOW IF RIDERSHIP HAS INCREASED? YEAH, WE CAN GET THAT.
THEY, THEY'RE, THEY, UM, THEY BEING THE CITY OF COTTONWOOD WANTED TO INCREASE RIDERSHIP BY 50%, BUT WE NEED TO GET THE NUMBERS TO KNOW THAT'S BEEN IMPACTED.
SO THIS SORT OF GOES TO THE SAME THING ABOUT TRACKING INFORMATION THAT THE CITY'S ALREADY GOT OR PRODUCING OR RESPONSIBLE FOR VERSUS CHAMBER IS THE, THE 208,000, UM, IN FUNDS FOR THE TRAIL KEEPERS MM-HMM.
THERE'S THAT, THAT NUMBER IS MATCHED, HALF OF THAT IS CITY RIGHT.
BUT IT IS BEING PRESENTED IN A WAY THAT LIKE THE CHAMBER HAS GATHERED ALL THAT MONEY TOGETHER.
AND I, I, I THINK THAT'S MISLEADING AND I JUST, I JUST WOULD LIKE, I'M ASKING YOU TO PLEASE REFRAIN FROM THAT OR CLARIFY THAT GOING FORWARD.
WE'VE HAD THAT, THOSE CONVERSATIONS IN THE FAST AND I JUST OKAY.
I FIND IT HASN'T BEEN ADDRESSED.
UM, AND A ANOTHER QUESTION THAT I HAVE, WHICH IS PROBABLY WHERE I'LL LEAVE IT IS, AND THIS IS A MACRO QUESTION, I THINK WE'LL GET MORE INTO THIS WHEN WE TALK IN IN APRIL, BUT I WANNA PLANT THAT SEED NOW IS TO HAVE A BETTER UNDERSTANDING OF WHO IT IS ON THE CHAMBER SIDE, UM, THAT IS COMING UP WITH THESE, THE PLANS AND THINKING ABOUT HOW ARE WE TRACKING THESE, THESE KPIS? HOW ARE WE EDUCATING OUR VISITORS AT THE VISITOR CENTER VERSUS WHO IS IT SO THAT WE UNDERSTAND IN YOUR ORGANIZATION WHO IT IS THAT'S COMING UP WITH THAT.
CUZ THAT'S THE PLANNING THAT WE'RE SO INTERESTED IN.
SO WE WANNA KNOW, I WANNA KNOW WHERE THAT'S AT, WHAT LEVEL AT IT, WHOSE JOB LEVEL, NOT A NAME, BUT A JOB TITLE.
WHERE IS THAT PLANNING HAPPENING? THAT'S IMPORTANT FOR ME TO KNOW AS WE CONSIDER, YOU KNOW, GOING FORWARD WHAT FUNDING AND WHAT, WHERE WE MIGHT WANNA INCREASE SOME SUPPORT OR NOT.
AND SO I JUST THINK SOMETHING IMPORTANT TO KNOW.
AND I HAD ONE MORE QUESTION, WHICH I ALMOST FORGOT, WHICH I WANT TO, I WANNA GET TO.
CAUSE I THOUGHT IT WAS IMPORTANT.
I'M ALSO WONDERING WHY THE SUSTAINABLE BUSINESS CERTIFICATION PROGRAM IS INCLUDED.
YOUR PRESENTATION WHEN AT OUR MEETING THAT WE HAD AT THE MARRIOTT, WE TALKED ABOUT THE FACT THAT THAT'S ON THE CHAMBER SIDE, THAT'S NOT BEING FUNDED OUT OF THE VISIT.
THIS IS ABOUT THE VISITORS BUREAU.
THAT'S GOOD MONEY THAT IS GIVEN BY THE CITY FOR SUPPORT THOSE SERVICES.
AND THIS IS SUPPOSED TO BE A FUNCTION THAT'S COMING OUT.
SO IT LOOKS LIKE, AGAIN, IT'S ANOTHER, UM, THING THAT'S BEING DONE HERE AND IT'S MISLEADING TO THE PUBLIC BECAUSE THAT'S A CHAMBER PROGRAM, NOT A VISITOR'S BUREAU PROGRAM, CORRECT? YEAH, THAT'S CORRECT.
UM, AND THE MAJORITY OF THE WORK BEING DONE, MAYBE I JUST SHOULDN'T HAVE INCLUDED IT, BUT IT WAS PART OF THE ORIGINAL DESTINATION MANAGEMENT PLAN, SO I FELT COMPELLED TO INCLUDE IT TODAY.
BUT THE MAJORITY OF THE WORK BEING DONE IS BEING DONE BY, UM, THE CHAMBER.
SOMEONE WHO'S MORE ALLOCATED TO ON THE CHAMBER, SORRY, THE MAJORITY.
SO WHAT, I GUESS THEN THE QUESTION IS, IS I WANNA KNOW WHAT IS THE ALLOCATION NOT GOING TO THE CHAMBER? BECAUSE I DON'T THINK THERE SHOULD BE ANY ALLOCATION COMING FROM THE CITY FOR THAT.
I THOUGHT WE WERE CLEAR ON THAT BECAUSE THE CITY IS WORKING ON ITS OWN, UH, CERTIFICATION PROGRAM AND ALTHOUGH WE DIDN'T SEE THESE AS IN CONFLICT AND AS COMPLIMENTARY IS WHERE WE LANDED SORT OF AT OUR VERY PROLONGED MEETING ON THAT.
BUT, UH, THERE SHOULDN'T BE A DUPLICATE THAT WE'RE BEING CHARGED BACK FOR SOMETHING THAT WE'RE ALREADY DOING ON A SEPARATE LEVEL.
SO I WANTED TO INCLUDE THAT AS WELL.
AND, AND, UH, YOU BRING UP A GOOD POINT, COUNSELOR KINSELLA.
AND I JUST THINK THAT, UM, WE WOULD JUST ASK THAT AS WE MOVE FORWARD THAT IT'S VERY HARD TO TURN ON A DIME,
[01:45:01]
YOU KNOW, AND AND, AND ADJUST PROCESS AND ROLES, YOU KNOW, IN A MATTER OF A COUPLE OF MONTHS SINCE WE MET IN JANUARY.SO I JUST WOULD ASK FOR SOME TIME TO TRANSITION THAT KIND OF STUFF.
AND CLARIFYING STATEMENTS LIKE THAT IN THE PRESENTATIONS ARE ALWAYS HELPFUL THE SAME AS THEY ARE WITH THE TRAIL KEEPER'S MONEY.
YOU HAVE ANYTHING LEFT IF WE NEED, YOU KNOW, TWO MINUTES PER COUNSELOR FOR, UH, WELL, FOR UH, COMMENTS, WE'RE OUT OF TIME ALREADY, SO I'M GONNA JUST PUT IT BE SUPER BRIEF IF WE, WELL BEING BRIEF IS FINE, BUT IF WE GO ANOTHER SOME EXTENT CENTER TIME FOR COMMENTS, I THINK WE CAN DO THAT.
I WILL BE, UH, SUPER BRIEF AND WITH A LITTLE BIT OF LATITUDE.
I'M GONNA, THEY'RE GONNA SOUND MORE LIKE COMMENTS BECAUSE I WOULD'VE DRILLED DOWN WITH QUESTIONS.
I'M SURE YOU WOULD'VE, BUT AT THIS POINT THEY'RE GONNA SOUND MORE LIKE QUESTIONS.
UM, I DO WANNA RECO RECOGNIZE MY FELLOW COUNSELORS FOR ASKING JUST LOVELY IN DEPTH BEAUTIFUL QUESTIONS.
UH, I THINK WE'RE SETTING, WE'RE RAISING THE BAR I THINK FOR US, UH, UH, AND THE EXPECTATIONS THAT WE HAVE ON OUR CONTRACTORS.
I THINK WE'RE BEING GOOD STEWARDS OF THE PUBLIC DOLLAR.
AND SO I WANT TO COMMEND ALL OF YOU FOR THE QUESTIONS THAT YOU'VE HAD.
AND MANY OF THEM I HAD ARE, HAVE BEEN ASKED.
UH, I JUST WANT TO FOCUS BACK ON AGAIN THE SHUTTLE STUFF BECAUSE I THINK THAT IS, IN MY OPINION, THAT'S PROBABLY ONE OF THE MOST IMPORTANT JOBS THAT I WOULD THINK YOU HAVE OF THIS YEAR.
AND I'M DISAPPOINTED TO SEE THE, EITHER WE BLEW ESTIMATING SOME OF OUR GOALS AND WE DIDN'T UNDERSTAND, OR WE'RE NOT PROPERLY MOTIVATING OUR PARTNERS OUT THERE TO REALLY DIG IN AND USE THESE THINGS.
BUT, YOU KNOW, WE LOOK AT THE TOOLKIT NUMBERS AND THEN EVEN THE MARKETING NUMBERS, THEY'RE ALL BELOW PAR AND IT'S REALLY ONE OF THE MOST IMPORTANT THINGS THAT WE'RE, WE'VE ASKED YOU TO DO.
THERE IS A QUESTION BURIED IN THERE SOMEWHERE, AND YOU CAN ANSWER IT.
WELL, I DIDN'T, I DIDN'T SHARE WITH YOU THAT, UM, AS I MENTIONED THAT ONLINE TOOLKITS DIDN'T SEEM TO GET A LOT OF TRACTION ON THE TRANSIT SIDE.
UM, HOWEVER, THE CO THE HARD COPY COLLATERAL, WE PRINTED ALMOST 90,000 PIECES THIS YEAR SO FAR ON THE SEDONA SHUTTLE AND ON THE VERDE SHUTTLE, ABOUT 27,000 PIECES.
SO THOSE HAVE, YOU KNOW, THOSE ARE BEING USED UP, THEY'LL, THEY'LL BE DISTRIBUTED IN FULL.
SO JUST TO GIVE YOU SOME KIND OF CONTEXT AS TO IF THE ONLINE TOOLKITS NOT WORKING, IT'S, WE, WE FEEL, AND WHAT WE'RE HEARING FROM THE BUSINESS COMMUNITY IS THAT JUST GIVE US THE COLLATERAL.
WE, WE, WE DON'T HAVE TIME TO DIG THROUGH THE TOOLKIT.
UM, BECAUSE A LOT OF THE BUSINESSES DON'T HAVE A, YOU KNOW, AN INDIVIDUAL MARKETING DIRECTOR OR SOMETHING THAT CAN TAKE THE TIME TO GO THROUGH AND CREATE THEIR OWN LIAR.
SO THEY JUST WANT THE, THE COLLATERAL AND WE'VE PRODUCED QUITE A BIT OF IT AND DISTRIBUTED IT.
SO I, YOU KNOW, I THINK I, I APPRECIATE THAT ANSWER.
I THINK THAT'S A RELATIVELY INTERESTING ANSWER.
I, ON THE OTHER HAND, FEEL THAT JUST DERI DISTRIBUTING PAPER PERHAPS DOESN'T EXACTLY
SO, YOU KNOW, WE REALLY DO WANT DIGITAL COMMUNICATION ABOUT THE SHUTTLES AND THERE'S SOME LESSONS LEARNED HERE FOR GOOD OR FOR BAD THAT'S COMING UP ABOUT OUR MICROT TRANSITS.
SO WE NEED TO THINK ABOUT WHAT WE'VE DONE OR HAVEN'T DONE OR SUCCESSFUL OR NOT SUCCESSFUL HERE RELATIVE TO THE NEXT STEPS THAT WE'RE GONNA TAKE TO.
AND THERE'S RIGHT, YOU ALL KNOW, I'M NOT GONNA GET BACK ON MY SOAPBOX MAYOR ABOUT PARTNERSHIP, BUT THERE IS PARTNERSHIP STUFF HERE THAT'S CRUCIAL AND WE'VE TALKED ABOUT IT AND YOU KNOW, ROBERT HAS SOME DATA.
THERE'S A BEAUTIFUL OPPORTUNITY TO MARRY SOME OF THIS DATA FOR US TO GET A DEEPER INSIGHT.
UH, AND, YOU KNOW, WE SHOULD BE DOING THAT.
UM, I HAVE A QUESTION ABOUT THE SECRET SEVEN.
IT'S A VERY PARTICULAR QUESTION.
AGAIN, I WENT ON THE WEBSITE LAST NIGHT JUST TO MAKE SURE.
I THINK YOU AND I HAVE HAD A CONVERSATION, I THINK I'VE MENTIONED IT TO MULTIPLE PEOPLE OVER TIME.
THERE'S A PROBLEM WITH THE HIGH SCHOOL PARKING LOT SHERMAN TRAIL.
I DON'T KNOW THAT WE SHOULD BE STILL USING THAT AS A SECRET SEVEN.
AND SO WE, I DON'T KNOW IF YOU'VE EVER GOT THAT FEEDBACK.
IF WE TOUCH BASE WITH THE SCHOOL, DO WE KNOW WHAT'S GOING ON? DO WE UNDER, ARE THEY P****D OFF AT US FOR SECRET SEVEN? I DON'T WANNA DAMAGE THAT RELATIONSHIP EITHER.
SO THESE, SOMEBODY OVER HERE MENTIONED, YOU KNOW, UH, WHAT'S THE PHRASE? I WANNA SAY TRADE OFFS.
AND MY HEART IS FULL OF TRADEOFFS ON THIS SECRET SEVEN STUFF.
THERE'S AN IMPLICIT BARGAIN THAT WE HAVE WITH OUR RESIDENTS ABOUT PEAK SEASON AND LOW SEASON TIME FOR VISITATION, TIME
[01:50:01]
FOR RESIDENTS.AND SECRET SEVEN, THERE'S TRADEOFFS HERE, SERIOUS TRADE-OFFS THAT WE REALLY NEED TO THINK ABOUT.
UH, YOU'RE KILLING IT IN THE SMALL GROUP TRADE, UH, TRAVEL TRADE STUFF.
AND THE VISIT SEDONA NUMBERS I WAS SUPER PROUD OF UNTIL BRIAN SCARED ME ABOUT MAYBE I DON'T UNDERSTAND AS MUCH AS I UNDERSTAND ABOUT THAT
SO THERE'S, THERE'S SOME THINGS THERE.
UH, ANOTHER QUESTION REALLY IS ABOUT THE VOLUNTEERISM STUFF.
I WANT TO KNOW, ASK WHO YOU KNOW, YOUR PARTNERS ARE.
I'M CONCERNED THAT WE IN THIS EFFORT ARE GONNA START COMPETING WITH FRIENDS OF THE FOREST AND KSB AND THE VERDE VALLEY CYCLING CLUB AND THE TRAIL FUND FOLKS WHO ARE DOING LOTS, LOCALS PRIMARILY, BUT WE'RE NOT GONNA RAID THAT TALENT POOL TO GO TO THIS THING TO MAKE IT LOOK SUCCESSFUL AND HURT THESE OTHER PARTNERS THAT WE HAVE IN THE COMMUNITY.
SO I REALLY WANNA KNOW THAT THEY'RE, YOU HAVEN'T JUST TALKED TO 'EM, THEY'RE AT THE TABLE.
THEY'RE ACTIVELY WORKING WITH US ON THIS PROGRAM.
IF I COULD JUST SAY SOMETHING ABOUT THAT.
A LOT OF THE ORGANIZATIONS IN TOWN, THE 5 0 1
AND TO OPEN UP THE VISITOR POPULATION TO THOSE ORGANIZATIONS WOULD BE A TREMENDOUS BENEFIT TO THEM.
AND THAT, UH, WE HEARD FROM VERDE VALLEY CAREGIVERS, WE HEARD FROM THE COMMUNITY CENTER.
WE MAY BE HEARING F AS WE HEAR FROM OTHER OF THE SERVICE CONTRACTORS WHO ARE COMING HERE.
I APPRECIATE THAT COMMENT, VICE MAYOR.
UM, BUT AGAIN, I THINK THERE'S TRADE-OFFS HERE THAT WE OUGHT TO BE VERY CAREFUL ABOUT VOLUNTEERISM.
I, I'M RELATIVELY SKEPTICAL ABOUT THIS VOLUNTOURISM EFFORT.
PEOPLE ARE NOT COMING TO SEDONA TO HELP BUILD HOUSES FOR THE LOCAL INDIGENOUS POPULATION THAT LIVE IN GRASS HUTS.
I MEAN, THAT'S THE TRADITIONAL MODEL OF VOLUNTOURISM AND THAT'S NOT WHAT WE HAVE HERE.
AND RUNNING A VOLUNTEER ORGANIZATION IS HARD ENOUGH NOW TO HAVE PEOPLE SHOWING UP FOR A DAY
MAKE, COULD EVEN MAKE IT TRICKIER.
SO WE HAVE TO THINK THROUGH THESE TRADE-OFFS.
RIGHT? ALL ALL THESE DECISIONS THAT WE'RE DEALING WITH HERE ARE NOT EASY.
IF THEY WERE EASY, WE WOULD'VE SOLVED THEM A LONG TIME AGO.
SO I THINK I'VE GOT DEFINITE COMMENTS TO MAKE THAT'LL BE OF A DIFFERENT NATURE.
BUT THAT'S MY COMMENTING QUESTIONS FOR NOW.
I WAS GONNA SEED MY TIME TO YOU, COUNSELOR DUNN, TO HAVE YOU ASK SOME MORE QUESTIONS, BUT I THINK WE RAN OUT OF TIME.
COUNCIL WILLIAMSON, I THINK WE SHOULD START ON COMMENTS WITH BRIAN.
BEFORE WE DO, I, I WANNA TALK ABOUT ONE THING THAT I MISSED.
UM, AND IT'S SOMETHING THAT, UH, PETE OVER HERE MENTIONED, UH, PARTNERING AND SOMETHING THAT CAME UP DURING ONE OF THE RETREATS, IF NOT THIS PAST RETREAT.
WHEN YOU TALK ABOUT, YOU'VE MENTIONED A LOT ABOUT PRINTING.
PRINTING, YOU'RE PRINTING 40,000, WHATEVER, A HUNDRED THOUSAND MILLION MM-HMM.
LET ME JUST SAY, IS IT A LOCAL PRINTER? WE USE LOCAL WHEN, WHEN IT MAKES SENSE.
WE DO NOT USE LOCAL ALL THE TIME.
AND THE REASON I'M, I'M MAKING THIS A CLEAR POINT IS OUR DESIRE IS TO KEEP IT LOCAL, BUT IF, IF, BUT WE SEND OUT BIDS, WE RE WE SEND OUT A REQUEST, THAT'S FINE.
QUESTION IF THE BID COMES IN MUCH LOWER ELSEWHERE MM-HMM.
BUT THAT SAID, EVEN, EVEN THE DOLLAR AMOUNT, YES.
WE NEED TO BE FISCALLY RESPONSIBLE AND WE ARE MM-HMM.
BUT I, I WILL ALSO LOOK AT WHO, WHO IS LIKE, WE DON'T WANNA SPEND ALL OF OUR PRINTING WITH ONE COMPANY.
SO WE TRY TO SPREAD THE LOVE, WE DEFINITELY GIVE A LOT OF WORK TO CREATIVE PRINTING AND LOCAL SHOPS FOR SURE.
THAT'S NOT ALL OF IT, BUT, AND I GET THAT.
AND AS YOU KNOW, THEY NEED TO BE HELD TO THE SAME RIGHT.
LEVEL, BUT I JUST WANNA BE SURE THAT, YOU KNOW, THAT IS A LOCAL PRINTER.
BUT THERE WAS SOME DISCUSSION ABOUT STAPLES A WHILE BACK.
UH, COUNSELOR FOLTZ, UH, YOU WANNA START WITH, UH, I GOT A RIGHT TODAY.
SEE, UH, START WITH COMMENTS AND WE'RE GONNA GO 30 MINUTES MORE JUST FOR COMMENTS.
UM, AND IF, AND IF WE, HOPEFULLY WE'LL HAVE ANY EXTRA TIME THEN IT WILL WE'LL WORK.
OH, CAN WE MAKE SURE THAT BY THE TIME IT GETS TO ME, THERE'S SOME TIME LEFT, WE WILL MAKE SURE THAT WELL MAY MAYOR I WOULD MAKE THE SUGGESTION TO START WITH YES SIR.
COUNSELOR WILLIAMS AND I HAD THE FIRST WORD ALREADY AND I OKAY.
MADE MANY OF MY COMMENTS DURING THAT TIME.
SO JESS WELL CUZ JESSICA WAS THE ONE SAID, WELL, LET'S GO TALK TO THAT'S RIGHT.
I, I WANTED, I I YOU, YOU GAVE ALL THE, ALL THE COMMENTS FOR ALL OF US ALREADY.
NO, WHAT I, I'D PREFER TO START OVER THERE.
[01:55:01]
TO PASS TO THE MOMENT.UM, A AGAIN, I THINK IT'S MOSTLY JUST SOME BRIEF REITERATION, RIGHT? LIKE YOU ALL ARE WORKING HARD ON THE THINGS THAT YOU'VE PRESENTED TO US, RIGHT? I'M SURE YOU FEEL LIKE YOU JUST GOT A BEAT DOWN OF BEAT DOWNS, YOU KNOW, OVER AND OVER AGAIN FOR THE LAST ALMOST TWO HOURS.
SO, YOU KNOW, FIRST OFF, THANK YOU FOR DOING WHAT YOU'RE DOING.
WE KNOW THAT YOU'RE WANTING TO DO WHAT IS, YOU'RE WANTING TO, YOU'RE WANTING TO DO THINGS WELL.
YOU'RE WANTING TO DO THINGS THAT BENEFIT YOUR MEMBERS IN THE COMMUNITY AND YOU GOT THREE NEW FACES UP HERE THAT HAVE SOME DIFFERENT OPINIONS ABOUT HOW THINGS SHOULD BE MEASURED AND WHATNOT.
AND, AND, YOU KNOW, THAT'S THROWN A LITTLE FLY IN THE OINTMENT.
CAN'T HELP THAT, YOU KNOW, DON'T HAVE ANY SACRED COWS.
UM, YOU KNOW, I STILL BELIEVE THAT THERE IS A PLACE FOR THE CITY TO BE USING BED TAX MONEY TO SUPPORT TOURISM IN OUR COMMUNITY, RIGHT? SO IT'S, YOU KNOW, MY ANSWER IS NOT NO TO EVERYTHING THAT WE'VE TALKED ABOUT TODAY OR WHAT NO.
OR WHAT MAY BE PROPOSED FOR THE NEXT FISCAL YEAR, BUT I AM GONNA BE TOUGH ABOUT, THERE'S GOTTA BE AN ROI AND, AND SOME THINGS WE DON'T KNOW IN ADVANCE, WE WON'T NECESSARILY KNOW IN ADVANCE, BUT, UM, PETE, HOWEVER YOU REFERRED TO THE, UH, THE PROGRAMS, THE STUFF THAT SACHI LARGELY WORKS ON, YOU KNOW, THAT LOOKS LIKE IT PROBABLY IS LIKE REALLY SUCCESSFUL, RIGHT? AND LIKE, WE NEED TO DO A GOOD JOB OF MEASURING IT BECAUSE THAT REALLY MIGHT BE A LEVER TO PULL HARDER ON.
AND I'M HAPPY TO DO THAT IF THAT'S WHAT, YOU KNOW, THE DATA PROVES OUT.
UM, I THINK WE ALSO HAVE TO BE CAREFUL ABOUT RECOGNIZING THAT SOME OF WHAT YOU'RE WORKING ON, YOU'RE SUPPORTING AN INITIATIVE THAT YOU DON'T HAVE ANY CONTROL OVER WHEN THE DAY IS DONE, HOW SUCCESSFUL IT IS OR ISN'T.
AND THE SEDONA SHUTTLE IS A GREAT EXAMPLE OF THAT, RIGHT? BECAUSE WHEN I LOOK AT, YOU KNOW, YOU KNOW, WE WERE MEASURING PAGE VIEWS, WHICH ALREADY KIND OF, YOU KNOW, TALKED ABOUT THAT, BUT, UM, YOU KNOW, YOU'RE, YOU'RE SUPPORTING A, A TRANSIT INITIATIVE OF THE CITY AND LIKE, THAT'S LARGELY IN ROBERT WEBER'S CONTROL, RIGHT? OR WHAT HE'S LEADING.
AND, AND, AND THAT HAS BEEN SUCCESSFUL BY MOST MEASURES, RIGHT? I MEAN, YOU CAN POINT TO, YOU KNOW, ONE SHUTTLE ROUTES MAYBE NOT DOING SO HOT.
BUT IN GENERAL IT'S BEEN A SUCCESSFUL LAUNCH, WELL, SUCCESSFUL FIRST YEAR AND YOU'VE BEEN AN IMPORTANT PART OF THAT.
AND, YOU KNOW, I THANK YOU FOR THAT.
I'M NOT, THIS IS NOT ONE FOR YOU TO ANSWER RIGHT NOW, BUT I WOULD LOVE TO KNOW WHETHER WHAT PERCENTAGE OF RIDER ON THE SEDONA SHUTTLE ARE ON THAT BECAUSE THEY GOT HERE AND FOUND OUT IT WAS THE ONLY WAY THEY WERE GONNA GET TO GO TO CATHEDRAL ROCK.
OR IF THEY ACTUALLY HAD DONE THEIR HOMEWORK AND HAD BEEN OUT ON ONE OF THE WEBSITES AND LEARNED ABOUT IT IN ADVANCE, I WOULD LOVE TO KNOW THE ANSWER TO THAT.
AND AGAIN, THAT'S NOT SOMETHING THAT I EXPECT THAT YOU WOULD KNOW.
OKAY? UM, I THINK THERE'S A LOT OF WORK AHEAD TO FIGURE OUT WHAT'S THE RIGHT, UM, UH, SCOPE OF WORK FOR THE UPCOMING YEAR.
AND I THINK THERE'S GONNA BE SOME THINGS THAT WE PROBABLY SHOULD SAY, YOU KNOW WHAT, LET'S NOT DO THIS, UH, GOING FORWARD.
AND THERE'S GONNA BE SOME OTHER THINGS OF LET'S, LET'S MAKE SOME HARD CHANGES TO IT.
SO, UM, I DON'T REALLY FEEL A NEED TO GO ANY FURTHER RIGHT NOW.
I'D LIKE TO HAND IT OVER, MAYOR.
UH, COUNCILOR DUNN, YOUR CLOSING COMMENTS FOR ME.
THIS IS ALL ABOUT, IF YOU'RE GOING TO SAY WE'RE RUNNING EDUCATION THROUGH OUR TOURISM BUREAU, HOW DO YOU KNOW IT WAS SUCCESSFUL AS EDUCATION? EVERYBODY WHO DOES EDUCATION HAS A WAY OF MEASURING WHETHER OR NOT THAT EDUCATION WAS SUCCESSFUL.
WE'VE TALKED ABOUT CONVERSION RATES, BASICALLY.
UM, WHEN WE'VE BEEN TALKING ABOUT A LOT OF THIS, WE'VE BEEN TALKING ABOUT UNDERSTANDING PERCENTAGES.
WHEN WE, WE'VE BEEN TALKING ABOUT THE VARIOUS THINGS THAT WE'VE BEEN TALKING ABOUT, UM, WE'VE BEEN TALKING ABOUT LINKS ABOUT WHETHER OR NOT, UM, YOU KNOW, WHEN I HAD ASKED YOU VERY SIMILAR QUESTION TO CONS, KINSELLA, HOW MANY PEOPLE WHO YOU TALKED TO ON THE PHONE OR GET EMAIL THEN ACTUALLY SHOW UP? THE ANSWER WAS, WE DON'T KNOW.
MAYBE THAT'S UNKNOWABLE, BUT THEN MAYBE THAT NUMBER BECOMES NOT INTERESTING.
DO YOU SEE WHAT I'M SAYING? SO WE NEED TO BE ABLE TO KNOW WHAT PROGRAMS AND THE NUMBERS THAT YOU CAN GET FROM THOSE PROGRAMS ARE ACTUALLY TELLING US SOMETHING ABOUT WHO OUR AUDIENCE IS, HOW WE REACH THAT AUDIENCE, WHAT IS OF INTEREST TO THAT AUDIENCE, AND CAN WE AFFECT CHANGE IN BEHAVIOR? AND AGAIN, NOT CAUSAL, IT'S CORRELATE.
THERE'S A MILLION THINGS TO YOUR POINT AROUND WHY PEOPLE DO OR DON'T DO SOMETHING, RIGHT? IT COULD BE THAT SUDDENLY ONLY ECOT TOURISTS ARE COMING TO SEDONA, AND SO LEAVE NO TRACES GOING DOWN AND UH, WE HAD NOTHING TO DO WITH IT, RIGHT? BUT THESE
[02:00:01]
ARE THE PROGRAMS. YOU'VE MADE THEM BEHAVIORALLY ORIENTED.WE NEED TO KNOW WHAT THOSE BEHAVIORS ARE AND WHETHER OR NOT WE'RE IMPACTING THOSE BEHAVIORS.
SO I UNDERSTAND IT'S VERY DIFFICULT.
I UNDERSTAND ALL OF THAT, BUT I NEED TO UNDERSTAND THAT IN ORDER FOR ME TO UNDERSTAND WHETHER OR NOT THESE PROGRAMS ARE EFFECTIVE, WHETHER OR NOT WE'RE TARGETING THE RIGHT OFFICES.
TWO VICE MAYOR P'S POINT, WE HAVE A WHOLE NEW GENERATION ACTUALLY TOO.
AND THEY ARE VERY, THEY ARE DIGITAL NATIVES, RIGHT? THEY'RE NOT LIKE MOST OF US WHO LOVE IT BUT DIDN'T HAVE IT WHEN WE WERE KIDS.
AND HOW ARE WE REACHING THEM WHEN WE'RE PRINTING? LIKE HOW MANY DOWNLOADS DO WE HAVE OF THE CITY TRANSPORTATION APP VERSUS USING THE QR CODE? WHY ARE QR CODES I IMPACTFUL? BECAUSE IT'S A DIFFERENT GENERATION AND THEY'RE NOT READING THAT BROCHURE.
THEY'RE USING THEIR PHONE TO, TO LINK TO THE QR CODE.
SO WE NEED TO BE ABLE TO UNDERSTAND THIS AND WE NEED TO BE ABLE TO TARGET THAT AUDIENCE IN A DIFFERENT WAY.
AND SO FOR ME, WHEN WE START TO THINK ABOUT WHAT ARE THESE PROGRAMS OF WORK, YOU HAVE TO BRING ALL OF THAT IN CUZ THE WORLD IS NOT THE SAME.
AND WE NEED TO UNDERSTAND WHO IS COMING AND WHO WE WANT.
AND THAT RELATED, THAT GOES BACK TO THE CONVERSATION I TRIED TO HAVE FROM CHILE, UM, AROUND THE MARKETING PROGRAM.
SO THANK YOU VICE MAYOR, DATA DRIVEN DECISION MAKING, THAT'S WHAT WE NEED.
AND YOU KNOW, I REALLY, UH, ENCOURAGE YOU TO REACH OUT TO LIKE-MINDED ORGANIZATIONS THAT YOU THINK HAVE, HAVE CRACKED THIS CODE OF HOW TO MEASURE THE SUCCESS OF THESE PROGRAMS AND BRING US DIFFERENT KPIS.
WE NEED DIFFERENT KPIS TO GO FORWARD, AND WE REALLY NEED TO UNDERSTAND RETURN ON INVESTMENT.
AND I, AND I THINK THAT IN ORDER FOR US TO DETERMINE WHAT OUR PRIORITIES ARE IN TERMS OF THESE PROGRAMS, WE JUST HAVE TO HAVE THAT INFORMATION.
AND I HOPE THAT AS WE START TOWARDS 24, AND IT'S GETTING TO THAT POINT, YOU KNOW, WHEN WE GET TOGETHER IN A COUPLE OF WEEKS, THAT'S KIND OF THE GOAL IS TO START US THERE.
I DON'T THINK WE HAVE ENOUGH INFORMATION TO GET THERE.
SO I WOULD REALLY URGE YOU TO SPEND THE NEXT FEW WEEKS GATHERING AS MUCH DATA AS YOU POSSIBLY CAN.
AND I REALLY WOULD LIKE TO SEE COMPARISONS TO PRIOR YEARS.
THIS INFORMATION IS INTERESTING, BUT IT DOESN'T GIVE ME CONTEXT.
ARE WE IMPROVING? ARE WE NOT IMPROVING? MM-HMM.
AND THANK YOU FOR COMING TODAY, AND THANK YOU FOR YOUR PRESENTATION, RIGHT? SO I'M GOING TO TAKE MY TURN NOW.
UM, I THINK YOU'VE HEARD, AT LEAST FOR THIS SIDE, UH, WHAT'S BEEN SAID AND WHAT I I I REALLY, WHAT REALLY RESONATED WITH ME WAS WHAT WAS SAID ABOUT WHO OUR VISITORS ARE.
AND WE NEED TO CHANGE THE WAY WE'RE DOING WHAT WE ARE DOING.
I DON'T THINK THERE'S A, A HOTEL, A BUSINESS, UH, AN OFFICE IN ANYWHERE THAT DOESN'T WANT TRUE INFORMATION WHEN THEY'RE INVESTING MONEY IN THEIR OWN BUSINESSES AND THEIR OWN HOTELS.
IF THEY'RE NOT GETTING THE RETURN ON THEIR INVESTMENT, THEY'RE GONNA DO IT A DIFFERENT WAY.
AND MAYBE THIS IS THE TIME TO DO IT DIFFERENTLY.
UH, I'VE SPOKEN TO SEVERAL HOTEL OWNERS, SOME OF THE, YOU KNOW, CORPORATE PEOPLE.
SOME HAVE SAID TO ME, THE CHAMBER'S DOING IT WRONG.
AND YOU KNOW WHO I'M TALKING ABOUT, ROCHELLE, THAT SAID, IT'S WORKING FOR ME.
OKAY, WELL MAYBE WE SHOULD BE DOING SOMETHING DIFFERENT.
AND THESE, THE WAY WE'RE MEASURING THE WORK THAT'S BEING DONE JUST HAS TO BE DONE DIFFERENTLY.
AND WE KEEP ON GOING BACK AND FORTH AND BACK AND FORTH AND ALL THESE MEETINGS, AND SOMETIMES IT SEEMS THAT WE'RE GETTING THE SAME INFORMATION.
IT'S NOT REALLY CHANGING, BUT I THINK WE NEED TO CHANGE THE WAY WE DO THINGS BECAUSE I WANNA MOVE FORWARD.
THERE'S A LOT OF BRANDING THAT I WANT TO DO MOVING FORWARD.
SO IT'S JUST HOW WE GET THERE.
UH, I'LL NOW GIVE THE REST OF MY TIME TO COUNSEL KINSELLA.
A LOT OF MY SENTIMENTS ECHO WHAT'S BEEN SAID ALREADY.
I, I'M, I WANT TO UNDERSTAND THE RESULTS OF THE CURRENT WORK PROGRAM SO THAT I CAN GAUGE WHAT I THINK IS WAS EFFECTIVE AS WE CONSIDER OUR FUTURE RELATIONSHIP.
UM, I NEED TO BE ABLE TO IDENTIFY THE SERVICES THAT WORKED THAT I, THAT I THINK ARE WORTH THE INVESTMENT, UM, TO GO FORWARD.
[02:05:01]
WE'VE TALKED ABOUT THIS, WE'VE TALKED ABOUT THIS IN OUR LAST INTERFACE AS WELL ABOUT, YOU KNOW, FEE FOR SERVICES.AND I'M TRYING TO USE YOUR RESULTS TO UNDERSTAND THE SERVICES THAT WE WANT TO CONSIDER CONTINUING AND WHAT'S THE RIGHT WAY TO CONTINUE THEM FORWARD.
SO THAT'S THE INFORMATION THAT I WAS LOOKING FOR, AND THAT'S WHAT I THINK THE NEXT CONVERSATION IS, IS GOING TO BE.
SO I'M LOOKING AT WHAT WAS EFFECTIVE SO THAT WE CAN HELP THAT DEFINE WHERE WE GO NEXT.
THANK YOU MAYOR SCOTT
I, I SUSPECT THERE'S MERIT IN BOTH AT TIMES, DIFFERENT TIMES.
AND I DON'T WANT YOU TO WALK AWAY FROM HERE THINKING WE'RE ASKING YOU TO SWITCH, RIGHT? MAYBE DO BOTH OR USE 'EM APPROPRIATELY.
SOMETHING, BUT I I, I JUST GOT WORRIED THERE'S SO MANY EMPHASIS ON PAGE VIEWS THAT YOU MIGHT GET THE MESSAGE THAT WE ONLY WANT THAT DATA THEN.
AND SO, UM, YEAH, AND I DON'T KNOW WHAT IT IS THAT I JUST SAID, BUT I THOUGHT IT WAS IMPORTANT.
BUT THE, WHAT I DO WANNA SAY IS, FOR ME, AND, AND I HOPE I'M NOT ALONE IN THIS, BUT PERHAPS I AM, WHEN WE DO THIS KIND OF STATUS REPORTING, I AM NOT QUITE SURE THAT I'M COMFORTABLE WITH THE FORMAT BECAUSE WE SPENT A LOT OF TIME IN LAST YEAR, DIDN'T IT? JUNE 29TH, HAD A MEETING, DID A LOT OF DESTINATION MANAGEMENT PLAN CONVERSATION.
THERE'S A BEAUTIFUL DOCUMENT DRAWN UP, TWO GREAT APPENDIXES THAT REALLY DISTILLED THE ACTIONS THAT YOU WERE GONNA TAKE THIS YEAR.
AND I WOULD LIKE TO SEE IN STATUS REPORTING THAT WE USED THE SAME FORMAT THAT WE STARTED WITH.
SO I CAN JUST SEE THAT EVERYTHING WE TALKED ABOUT IS STILL ON THE TABLE OR MAYBE THERE'S NOT, AND WE HAVE A CONVERSATION ABOUT WHAT ISN'T AND WHAT IS, AND, AND MORE SPECIFICALLY, APPENDIX A HAS PERFORMANCE KPIS THAT, THAT RAN IT.
NOW YOU MENTIONED THAT AT THE START OF THE MEETING THAT YOU WEREN'T GONNA BE TALKING ABOUT, BUT I PERSONALLY THINK THAT THOSE WERE EXTREMELY IMPORTANT.
AND I THINK THAT MANY OF THE COMMENTS YOU HEARD TODAY ACTUALLY GOT TOWARDS WHAT PERFORMANCE KPIS REALLY ARE.
AND SO HAVING THOSE LEFT OUT TODAY LEAVES ME FEELING A LITTLE EMPTY ABOUT HOW TO FEEL ABOUT STATUS REPORTING.
AND THEN APPENDIX B WAS THE ACTIVITY KPIS.
BUT AS I WENT THROUGH THAT OVER THE LAST COUPLE DAYS, TURNING MY EYES FROM ONE TO THE OTHER, REFERENCING MY EARLIER COMMENT, THERE'S SOME THINGS THAT LOOK DIFFERENT OR CHANGED OR MISSING.
AND SO I HAVE COMMENT QUESTIONS ABOUT WHAT DIDN'T I UNDERSTAND WHAT GOT DROPPED, WHAT WASN'T THERE? WHY DIDN'T WE TALK ABOUT ONE THING OR ANOTHER TODAY? AND, AND SOME OF THE ACTUAL MEASURES LOOK DIFFERENT TO ME.
AND SO THAT'S WHY I WOULD LIKE TO HAVE THIS CONSISTENT FORMAT MOVING FORWARD.
SO WE REALLY CAN SEE THAT WHAT WE SIGNED UP FOR IS, IS WHAT WE'RE GETTING.
THE PROGRAM OF WORK CHARTS, I THOUGHT WERE GOOD, WAS INTERESTING TO SEE WHEN YOU WERE GONNA SCHEDULE YOUR ACTIVITY.
AND YOU DIDN'T GIVE ME ANY FEEDBACK ABOUT HOW WE'RE DOING RELATIVE TO THOSE PERFORMANCE WORK CHARTS AND THE BUDGET.
I, I, I CAN'T RECONCILE WANTING TO DO AN UPDATE ON A PROGRAM AND NOT KNOWING HOW WE'RE DOING RELATIVE TO THE BUDGET.
SO I FELT THAT THIS WAS ACTUALLY A VERY DIFFICULT MESSAGE FOR ME TO CONVEY TO YOU.
BUT I FEEL, UM, FROM MY PERSONAL STANDPOINT THAT I, I WOULD LIKE TO SEE MORE CONSISTENCY, A DIFFERENT FORMAT STICKING TO WHAT WE'VE AGREED TO.
I, YOU KNOW, BEAUTIFUL CHARTS AND THE APPENDIX ONE AND APPENDIX TWO AREN'T BEAUTIFUL CHARTS.
AND PERHAPS THAT DRIVES SOME OF THIS, BUT I'M NOT A BEAUTIFUL CHART GUY.
YOU KNOW, BACK IN YOUR PRESENTATION, I ACTUALLY HAD A QUESTION ABOUT ONE OF YOUR, YOUR CHARTS WAS, OH BOY, I WON'T BE ABLE TO FIND IT.
BUT YOU HAD, YOU KNOW, IT WAS ABOUT THE SOCIAL MEDIA STUFF AND THERE WAS A POST, AND THEN THERE WAS A SECOND THING THAT WAS CANELO, OR THERE WAS SOMETHING THAT I DIDN'T EVEN KNOW WHAT THAT WAS.
AND IT'S, IT'S LIKE, WHY IS THAT ON THE PRETTY DIAGRAM? SO IT WAS DISTRACTING TO ME.
SO THAT I THINK IN ESSENCE, ARE THE COMMENTS
[02:10:01]
THAT I WANNA MAKE.I THINK THE KPIS ARE SOMETHING THAT ARE VERY, VERY IMPORTANT.
WE'VE BEEN TALKING ABOUT 'EM FOR FOUR YEARS.
UM, THERE'S KIND OF CRITICAL THAT, THAT YOU BE ABLE TO MAKE THE SWITCH AND MY MIND DOESN'T WORK THAT WAY,
UM, BUT I KNOW KAREN'S WORKS THAT WAY.
SO I THINK I WOULD BE REALLY LOOKING FOR ME FOR KPIS THAT, THAT DO MEASURE OUTCOMES AS OPPOSED TO JUST WORK EFFORT.
UM, AND I DON'T KNOW IF, IF THERE'S SOMEONE ON STAFF HERE THAT IS IN A POSITION TO, TO ASSIST IN MA IN MAKING THE CHANGE FROM THE KIND OF KPIS THAT YOU'VE BEEN PRESENTING US AND THE KIND THAT WE'RE REALLY LOOKING FOR.
BUT WE'VE BEEN TALKING ABOUT KPIS FOR THREE OR FOUR YEARS NOW, AND WHILE THEY HAVE CHANGED, THEY HAVE NOT, THEY HAVE NOT BEEN SUCCESSFUL IN CAPTURING THE KIND OF OPERATING KPIS THAT, THAT WE'RE TALKING ABOUT.
AS I SAID, MY MIND DOESN'T WORK THAT WAY, SO I CAN'T HELP YOU.
BUT THERE MAY BE SOMEBODY WHO CAN, WHO CAN REALLY WORK WITH YOU TO SORT OF GET THOSE, GET IN THAT BALL FIELD.
SO THAT WOULD BE SOMETHING, UM, I'M PARTICULARLY INTERESTED IN, IN THE TRANSIT, THE TRANS, THE, UM, THE SHUTTLE VERDICT SHUTTLE, BECAUSE I THINK THAT GETTING EMPLOYEES AS, AS A, AS OUR CONNECTION TO THE BUSINESS COMMUNITY, THAT'S WHERE YOU, WHERE WE ASSUME, OR I ASSUME YOU COULD BRING SOME REAL ABSOLUTE IMPROVEMENT OVER OUR ABILITY TO MAKE THAT HAPPEN BY YOUR CONNECTIONS.
AND I MEAN, I AGREE THAT THE, THE REDEMPTION COUPON WAS A REALLY, I REALLY LIKED HEARING ABOUT THAT.
IN FACT, MORE THINGS LIKE THAT I THINK WOULD, WOULD BE IMPRESSIVE FOR US TO KNOW AS OPPOSED TO THE KINDS OF STUFF THAT WE'VE SEEN YEAR AFTER YEAR AFTER YEAR.
SO I GUESS IF I HAD MY DRUTHERS, I THINK YOU HAVE, I THINK SIX, SIX ENDEAVORS MAY BE TOO MUCH.
I, I MEAN, I THINK WE'VE ASKED YOU TO DO SOME REALLY HARD STUFF AND I THINK IT'S GOING TO TAKE A LOT OF EFFORT TO GET YOUR BRAIN AROUND THAT AND TO GET THAT TO HAPPEN.
AND I DON'T KNOW IF THAT'S GOING TO, BUT I MEAN, IT MAY BE THAT SIX OR TOO MANY AND THAT YOU NEED TO CUT THEM DOWN.
AND I'M JUST SAYING THAT FOR ME, THE GETTING THE USE OF TRANSIT IS OF UTMOST IMPORTANCE AND GETTING, GETTING SOME CONCRETE PROGRAMS GOING.
AND I DON'T EXPECT YOU'RE GOING TO GET THAT IN TWO DAYS OR TWO WEEKS.
BUT, BUT YOU KNOW, I THINK WHAT WE HAVE IS WE HAVE A KIND OF SPREAD OUT PROGRAM, AND I GUESS FROM MY POINT OF VIEW, I WOULD RATHER IT WOULD WORK FOR ME BETTER.
I DON'T KNOW ABOUT ANYBODY ELSE TO FOCUS MORE SPECIFICALLY ON SOME STRATEGIES THAT ARE MORE CONCRETE IN TERMS OF MEASURING FOR ONE THING.
I MEAN, YOU CAN ACTUALLY MEASURE THAT AND, UM, AND ACTUALLY USE YOUR EXPERTISE.
I THINK IN A LOT OF CASES YOU'VE BEEN ASKED, WE'VE TASKED YOU WITH DOING THINGS THAT AREN'T YOUR EXPERTISE.
AND I THINK, I ACTUALLY THINK KPIS ARE ONE OF THOSE THINGS.
I DON'T THINK THAT'S, THAT'S A, A TRADITIONAL EXPERTISE THAT A DESTINATION MARKETING ORGANIZATIONS HAVE.
AND IT MAY BE THAT YOU DON'T HAVE A STAFF THAT SORT OF GOES THAT WAY EITHER.
SO I MEAN, I GUESS I WOULD WANT TO THINK ABOUT WHAT, WHAT YOU COULD PROPOSE THAT'S REALLY YOUR STRENGTHS AND THAT YOU CAN ACTUALLY USE YOUR RELATIONSHIPS WITH THE BUSINESS COMMUNITY.
I MEAN, I THINK THAT TRAIL KEEP THING IS AMAZING.
I, I THINK I'M REALLY, IT, IT KEEPS BEING AT A HIGH LEVEL AND IT'S INORDINATELY USEFUL.
UM, AND THAT'S ANOTHER THING WHERE YOU ARE LEVERAGING YOUR RELATIONSHIP WITH THE BUSINESS COMMUNITY IS KEY.
UH, AND SO I GUESS FOR ME, FROM MY POINT OF VIEW, I, I WOULD LIKE TO FOCUS MORE
[02:15:01]
ON THINGS WHERE YOU HAVE EXPERTISE AND NOT TRY AND FORCE YOU TO DO THINGS WHERE YOU REALLY DON'T HAVE EXPERTISE AND WHERE ANOTHER, ANOTHER AVENUE MIGHT BE BETTER.AND I WILL GO TO VOLUNTEERISM FOR THAT.
I'M, I'M NOT A FAN OF THE VOLUNTEERISM.
I, I THINK, I THINK TO ASSUME THAT A VOLUNTEER VISITING HERE IS GONNA WANNA GET IN A MEALS ON WHEELS THEN AND DELIVER FOOD FOR ONE DAY IS, IS NOT SOMETHING THAT'S, THAT'S USEFUL.
I THINK THAT THAT'S, AND I, AND I THINK OF WHAT AN ECOTOURISM THING WOULD BE, AND I THINK IT WOULD BE MORE, I'M NOT SURE THAT, I'M NOT SURE THAT I THINK THAT THE CHAMBER'S THE RIGHT GROUP TO SORT OF COME UP WITH SOMETHING LIKE THAT.
I KNOW OTHER PEOPLE LIKE IT, BUT, YOU KNOW, I'M JUST GIVING YOU MY OPINION.
AND ONCE AGAIN, YOU'RE GETTING SEVEN DIFFERENT OPINIONS,
BUT I'M CAN ONLY TELL YOU WHAT I'M, WHAT I THINK, UM, I THINK YOU HAVE A FULL PLATE.
UM, BUT I ALSO WANNA SAY SOMETHING ABOUT RETURN ON INVESTMENT.
I MEAN, I THINK WE HAVE TO MAKE SURE OUR MONEY'S WELL SPENT, AND I THINK THAT THAT'S GOING TO BE REFLECTED IN KPIS THAT WE CAN ACTUALLY MEASURE.
BUT GOVERNMENT GOVERNMENT'S ROLE IS NOT TO ALWAYS HAVE A RETURN ON EVERYTHING IN TERMS OF MONEY.
TRUE GOVERNMENT DOES THINGS THAT NOBODY, THAT OTHER PEOPLE DON'T DO, UM, BECAUSE IT'S NOT PROFITABLE.
AND SO I THINK WE HAVE TO KNOW THAT IT'S, AND I THINK THAT'S WHERE THE KPIS ARE THE MOST USEFUL BECAUSE WHEN YOU TALK ABOUT A RETURN ON INVESTMENT, IT'S NOT NECESSARILY ALWAYS MONEY, IT'S ALSO BEHAVIOR.
AND FOR THAT TO BE ABLE TO MEASURE THAT YOU NEED KPIS THAT WE CAN REALLY, THAT REALLY MEASURE THAT.
AND I DON'T KNOW WHAT, HOW YOU'RE GOING TO REALLY DEAL WITH EVERYBODY.
PRETTY MUCH WAS ALL AGREED ON THERE.
I, I BRACED SOME, SOME NEW THINGS I THINK THAT, THAT MAY OR MAY NOT FIT INTO WHAT YOU WANT TO DO.
THANK YOU, KAREN, DO YOU THINK YOU HAVE ENOUGH? UM, MAYBE JUST A COUPLE COMMENTS FOR ALL OF YOU FOR THE NEXT MEETING.
SO THERE, THERE WAS A LOT OF INFORMATION TODAY, LOTS OF QUESTIONS.
MICHELLE'S COMMITTED TO DO SOME FOLLOW UP, UM, BEFORE APRIL 12TH.
BUT I WOULD JUST ENCOURAGE ALL OF YOU TO SORT OF CHEW ON WHAT YOU'VE HEARD AND BE PREPARED ON THE 12TH TO COME BACK AND TALK ABOUT SOME OF THE SPECIFIC PROGRAMS AND ACTIVITIES THAT YOU FIND VALUE IN AND YOU WANT TO CONTINUE TO INVEST IN.
AND MAYBE THINGS THAT DON'T RESONATE SO MUCH WE TRIED MAYBE AREN'T WORKING OR EVEN NEW THINGS.
SO, UM, I HOPE THAT BY THE END OF THE MEETING ON THE 12TH, WE'VE ACTUALLY GOT SOME TANGIBLE PROGRAMMATIC ACTIVITY, THINGS THAT WE CAN DIRECT THE CHAMBER TO, TO BRING BACK A PROPOSAL FOR AN ACTUAL WORK PROGRAM FOR FY 24.
UM, THANK YOU FOR A SHORTENED VERSION OF YOUR PRESENTATION.
I KNOW SOMETIMES IT COULD BE FAR LONGER MM-HMM.
AND, UM, I HOPE WE GAVE YOU SOME GOOD INFORMATION.
WE LOOK FORWARD TO YOU ON APRIL 12TH AND, UH, THANK YOU VERY MUCH FOR COMING.
OKAY, WE'RE GONNA TAKE, UH, A COUPLE OF MINUTES, FIVE MINUTES, FIVE, BE CONVENED.
WE'LL CONVENE AT FOUR 30 AND THEN WE'LL GO TO THE NEXT ITEM.
CAN I ASK EVERYBODY TO TAKE THEIR SEATS PLEASE? LADIES, CAN YOU TAKE THE SEATS PLEASE? OKAY.
I TAKE MY SEAT TO THE RIGHT CAUSE I DUNNO THE PASSWORD.
I'M TRYING TO STAY ON OPEN TIME AS BEST I CAN.
[3.b. AB 2930 Discussion/possible direction regarding the recommendations of a citizen-led effort to develop a municipal vision, guiding principles and goals for sustainable tourism management.]
AB 29 30 DISCUSSION, POSSIBLE DIRECTION REGARDING THE RECOMMENDATION OF A CITIZEN-LED EFFORT TO DEVELOP A MUNICIPAL VISION GUIDING PRINCIPLES AND GOALS[02:20:01]
FOR SUSTAINABLE, SUSTAINABLE TOURISM MANAGEMENT.AND WE HAVE, UH, WE'LL INTRODUCE OURSELVES.
HOW'S THAT? UM, YES, MAYOR JABO, VICE MAYOR, PLU, THE REST OF THE COUNCIL MEMBERS AND THOSE IN THE AUDIENCE.
UH, WE ARE ATTEMPTING TO RESOLVE, UH, THE SEVEN DIFFERENT OPINIONS, DILEMMA,
I'VE BEEN A RESIDENT FOR FIVE YEARS.
UH, I STARTED GETTING INVOLVED IN THE TOURISM MANAGEMENT PROGRAM ABOUT THREE YEARS AGO WHEN I WAS ON A BUDGET SUBCOMMITTEE.
UH, MY BACKGROUND IS MARKETING.
I WAS A CHIEF MARKETING OFFICER 40 YEARS AS A MARKETING EXECUTIVE.
SO I THINK I BRING, UH, SOME EXPERTISE AND TALENTS TO THE TABLE.
ANNE, YOU WANT TO INTRODUCE YOURSELF? MY NAME KELLY.
I'VE LIVED IN SEDONA SIX AND A HALF YEARS.
CAME FROM TEXAS, WORKED FOR EXXONMOBIL FOR 32 YEARS.
UH, STARTED AS A MECHANICAL ENGINEER, MOVED INTO MANAGEMENT, BECAME A CHEMICAL PLANT MANAGER, AND THEN A GLOBAL ADVISOR FOR 10 YEARS AND, UH, 15 DIFFERENT COUNTRIES.
AND MY JOB WAS TO GO AND MEET WITH THE MANAGEMENT TEAM AND ENSURE THAT THEY REALLY UNDERSTOOD AND HAD CLEAR GOALS, AND THEN LOOKED AT THEIR ORGANIZATION STRUCTURE AND THEIR WORK PROCESSES TO SEE IF THEY WERE REALLY DESIGNED TO BE ABLE TO ACHIEVE THOSE GOALS.
SO, I DON'T KNOW ANYTHING ABOUT MARKETING, BUT, UM, I DO KNOW HOW TO HELP PEOPLE GET CLARITY, A PURPOSE, AND ORGANIZE SUCH THAT THEY CAN BE SUCCESSFUL.
SO, WITHOUT FURTHER ADO, UH, HERE'S, HERE'S THE AGENDA OF OUR, OR OUTLINE OF OUR PRESENTATION.
UH, WE'RE GONNA TALK A LITTLE BIT ABOUT OUR DEVELOPMENT PROCESS.
UM, WE'RE OUR APPROACH TO FINDING CONSENSUS AMONG, UH, THE, THE COUNCIL, UH, WHAT THE RESULTS OF THE ITERATIONS WE WENT THROUGH ARE IN TERMS OF A VISION STATEMENT, UH, GOALS AND GUIDING PRINCIPLES.
UH, THEN WE'D HOPE TO BREAK AT THAT POINT AND OPEN IT UP FOR DISCUSSION WITH THE COUNCIL.
UH, AND THEN COME BACK WITH NEXT STEPS IN THE PROCESS.
UH, SOME EXAMPLES OF, UH, WHAT THESE GOALS, GUIDING PRINCIPLES AND THIS VISION, UH, SOME EXAMPLES OF WHAT THAT MIGHT LEAD TO IN TERMS OF STRATEGIES.
AND THEN BACK TO QUESTIONS AND ANSWERS.
SO OUR HOPE IS TO MOVE THIS PRETTY QUICKLY.
SO HERE'S THE, THE STRATEGY DEVELOPMENT PROCESS.
AND WE WORKED WITH THE COUNCIL TO DEFINE EVERYTHING ABOVE THAT LINE.
THE VISION, THE GOALS, THE GUIDING PRINCIPLES.
THAT'S HOW YOU ACHIEVE CLARITY WITH YOUR SERVICE PROVIDER AS TO WHAT YOU REALLY WANT.
AND THEN THE SERVICE PROVIDER TAKES THAT INFORMATION AND GOES AND CREATES PROGRAMS, UH, STRATEGIES AND TACTICAL PLANS.
AND SO THAT'S THE APPROACH WE TOOK.
WHEN WE MET WITH COUNCIL, IT WAS, WHAT ROLE SHOULD TOURISM PLAY IN THE OVERALL QUALITY OF LIFE OF SEDONA? SO WHAT IS YOUR VISION? WHAT WILL SEDONA LOOK LIKE IN 10 YEARS WITH, UH, TOURISM GOALS? WHAT HIGH LEVEL SPECIFIC RESULTS DOES THE CITY WANT FROM TOURISM? AND THESE SHOULD BE SHORT PHRASES.
UM, THERE'S ONE GOAL NUMBER FIVE THAT'S LONGER BECAUSE WE REALLY WANTED TO DRIVE HOME THE CONCERN.
UM, AND THEN GUIDING PRINCIPLES.
THIS IS WHERE YOU REALLY HAVE THE MEAT OF IT, WHERE YOU'RE DESCRIBING THE RULES OF THE GAME TOWARD BEATING THAT GOAL.
MY VISION IS I WANT TO LIVE HAPPILY, FOREVER AFTER IN SEDONA, MY GOAL IS I NEED A HOUSE.
WELL, I'D NEVER CALL A REALTOR AND SAY, I NEED A HOUSE.
THEY'D SIT ME DOWN AND SAY, OKAY, HOW MANY BEDROOMS? HOW MANY BATHROOMS DO YOU, CAN YOU DO STAIRS? WHAT VIEW DO YOU WANT? THOSE ARE ALL THE GUIDING PRINCIPLES.
AND THEN THAT LEADS THE REALTOR TO PUT TOGETHER A STRATEGY.
OKAY, I JUST WENT THROUGH THE MLS LISTINGS AND HERE'S FIVE HOUSES.
AND MY TACTIC IS, LET'S GET IN THE CAR AND GO SEE THESE HOUSES.
SO THE CLEAR WE ARE ON THAT, THE PREVIOUS SLIDE, THE BETTER PEOPLE WILL PERFORM AS YOU GET TO THIS SLIDE.
SO THE APPROACH WE TOOK WAS, WE STARTED OFF WITH A SERIES OF QUESTIONS THAT WE POSED TO EACH OF THE COUNCIL MEMBERS.
AND, UM, MOST OF THEM REPLIED IN WRITING.
MANY OF THEM, IT WAS ONE-ON-ONE.
WE HAD SOME ONE-ON TWO, UH, INTERVIEWS.
THERE WAS A BACK AND FORTH AS WE CREATED NEW ITERATIONS BASED ON FEEDBACK FROM EACH COUNCIL MEMBER.
IT WAS AN EVOLUTIONARY PROCESS THAT WE WENT THROUGH.
UM, YOU KNOW, THERE WERE WRITTEN RESPONSES, INTERVIEWS, UH, MULTIPLE INTER UH, ITERATIONS.
UH, AND WE BELIEVE THAT WE HAVE GOTTEN TO A POINT WHERE WE'VE GOT SOME CONSENSUS.
[02:25:01]
UH, SO OUR, OUR OUTPUT IS, UH, MUNICIPAL TOURISM MANAGEMENT, VISION GOALS, GUIDING PRINCIPLES, UH, CALLED, UH, SEDONA TOURIST MANAGEMENT.UH, AND THE FIRST OF THOSE IS THE VISION STATEMENT.
AND, UM, VISION STATEMENT IS, IS WHAT WE ASPIRE TO ACCOMPLISH.
UH, WE MAY NOT BE THERE, THERE RIGHT NOW, BUT IT'S, IT'S SOMEWHERE WHERE WE WANT TO GO.
UH, IT SHOULD MOTIVATE AND STIMULATE ACTION.
IT SHOULD BE A SOURCE FOR PRIDE FOR THE COMMUNITY.
FIVE YEARS FROM NOW, WE MAY FIND THAT TRANSIT HAS WONDERFUL AND OUR CAPACITY TO DO MORE IS THERE.
UH, BUT WE THINK THIS ONE, AS IT IS, IS BIG AND IT'S BOLD.
PROTECT THE SURROUNDING ENVIRONMENT AND QUALITY OF LIFE FOR THE COMMUNITY, WHILE PROVIDING A POSITIVE EXPERIENCE FOR VISITORS AND PROSPERITY FOR LOCAL BUSINESSES.
NOW, THE SEQUENCING OF THESE PHRASES IS ONE OF THE THINGS.
I THINK IT WAS, IT WAS EASY TO GET TO THE COMPONENTS OF THIS STATEMENT, BUT THERE WAS A LOT OF, UH, COMMENTS AND, AND PUSHING AND PULLING OF WHICH COMES FIRST.
AND I THINK, UM, THE NEW CONSENSUS IS THAT PROTECTING OUR ENVIRONMENT AND THE QUALITY OF LIFE FOR OUR COMMUNITY IS THE MOST IMPORTANT.
BUT ALIGNED WITH THAT IS WE HAVE TO BE A POSITIVE EXPERIENCE FOR VISITORS AND LOCAL BUSINESSES.
AND, AND I THINK IT'S WORTH MENTIONING, WE CALLED IT THE TOURISM VISION, BUT THROUGH THE COURSE OF THE CONVERSATIONS, ONE OF THE COUNSELORS SAID THE WORD MANAGEMENT NEEDS TO BE IN THERE.
AND I THINK THAT WAS A FANTASTIC ADDITION CUZ THAT REALLY IS FROM YOUR POSITION, WHAT YOU WANT TO DO IS TRY TO MANAGE TOURISM.
SO THEN WE GOT TO THE GOALS, WE GOT A LITTLE HARDER.
THE FIRST ONE WAS THE MOST DIFFICULT, UH, BECAUSE, UM, WE, WE ALL WISH WE HAD A GATE ON 89 A AND 1 79, AND WE COULD JUST DECIDE HOW MANY TOURISTS COME IN.
SO WE REALLY WRESTLED WITH CAN WE ACHIEVE THIS? IS THIS A GOAL THAT'S WORTH WRITING DOWN? CAN YOU LIMIT THE NUMBER OF, OF TOURISTS? AND THEN WE SAID, WELL, WE DON'T EVEN KNOW HOW MANY TOURISTS WE HAVE, SO IS THAT WHAT WE SHOULD HAVE IN OUR GOAL? AND THEN ONE OF THE COUNSELORS SAID, WHAT ABOUT LIMITING THE TRAFFIC DELAYS AND PARKING ISSUES? CUZ THAT'S WHAT WE FEEL IN OUR GUT.
AND, AND THE CHALLENGE WAS, OKAY, TO WHAT LEVEL? AND IT WAS REALLY KIND OF LIKE A FINGER IN THE AIR.
WE KNOW 2019, IT WASN'T, YOU KNOW, 1985, UM, IT, IT WA IT HAD, ITS, ITS DIFFICULT TIMES, BUT IT WASN'T LIKE 2020 AND 21.
IT WAS CLEARLY IF WE COULD GET BACK TO 19, THAT WOULD BE A, A GOAL.
AND, UH, DEFINITELY PEOPLE FELT LIKE THE BO THE SECOND ONE FILL THE OFF SEASON TO SUPPORT THE TOURISM BUSINESSES.
THAT'S SOMETHING YOU CAN TAKE ACTION TO DO.
SO IT'S LOOKING FOR CREATIVE SOLUTIONS TO, TO CONTROL THE PEAK.
AND A LOT OF OUR RESIDENTS HAVE COME UP SOME WITH SOME VERY CREATIVE SOLUTIONS AND THEN FILL THAT OFF SEASON.
PROACTIVELY PROTECT THE ENVIRONMENT BY DELIVERING EFFECTIVE EDUCATION AND MITIGATION SUPPORT SERVICES.
THE COUNCIL'S BEEN DOING THAT, THE CHAMBER'S BEEN DOING THAT.
THAT'S A LOT OF THE ACTIVITIES AROUND THAT.
SO WE WENT THROUGH THAT ONE PRETTY QUICKLY WITH THE CHAMBER, I MEAN WITH THE COUNCIL.
AND THEN THREE, SUPPORT ALL LOCAL TOURISM BUSINESSES TO ENABLE THEIR PROSPERITY.
UH, THE KEYWORDS IN THERE ARE ALL AND LOCAL FROM, FROM THE CITY COUNCIL SIDE, THAT IF IT'S CITY MONEY, IT NEEDS TO BE SUPPORTING ALL THE CITY BUSINESSES WITHIN THE CITY LIMITS.
BUILD A CONNECTION BETWEEN RESIDENTS AND LOCAL TOURS AND BUSINESSES TO SUPPORT BUSINESS PROSPERITY DURING NON-PEAK TIMES.
A LOT OF CONVERSATION AROUND, RIGHT NOW IT'S FEELS ADVERSARIAL BETWEEN RESIDENTS AND BUSINESSES, AND THAT'S CRAZY.
IT SHOULDN'T BE THAT WAY AT ALL.
SO HOW DO WE BRING THEM INTO THIS AND MAKE IT A POSITIVE ACTIVITY? COUNCIL MEMBERS TALKED ABOUT ALL THESE OLD PROGRAMS BEFORE I WAS HERE THAT, UM, USED TO EXIST AND WHERE DID THEY GO? WHY DON'T WE BRING THEM BACK? LET'S, LET'S GET THIS CONNECTION BACK BETWEEN THE RESIDENTS AND THE TOURISM BUSINESS.
LET ME, I WILL GET THE NEXT TWO.
THIS, THESE NEXT TWO ARE MINE.
UH, COLLECT DATA SUCH AS TOURISM NUMBERS, TRAVEL TIMES, UH, TRAFFIC CONGESTION, PARKING ISSUES, THE USE OF KEY ATTRACTIONS AND SERVICES IN ORDER TO ASSESS THE EFFECTIVENESS
[02:30:01]
OF THE TOURISTS AND MANAGEMENT STRATEGIES.WE HEARD THAT LOUD AND CLEAR, UH, IN THE PREVIOUS, UH, PRESENTATION IS WE REALLY DO.
AND, AND WE HAVE THE CAPACITY TO GENERATE REAL NUMBERS AND TO PUT THOSE NUMBERS DOWN IN PAPER AND ACTUALLY TRACK THINGS.
UM, THE, THE CAPABILITY IS THERE.
AND THEN THE SIXTH ONE CLEARLY DEFINE AND EFFECTIVELY COMMUNICATE A SEDONA BRAND THAT'S CONSISTENT WITH OUR VISION AND OUR GOALS.
UH, NOW MAYBE THAT'S MORE THE, THE MARKETING GUY AND ME TALKING ABOUT IT, BUT SEDONA IS A BRAND, UH, AND IT IS A BRAND THAT, UM, IS ASSOCIATED WITH, YOU KNOW, DIFFERENT PRICES.
YOU KNOW, IT COSTS SO MUCH TO COME HERE AND TO STAY HERE.
UH, WE HAVE, UM, THE PRODUCT, WE HAVE RED ROCKS, WE HAVE TRAILS BIKING, WE HAVE, UH, FILM FESTIVAL, UH, WE HAVE PROMOTION WHERE WE'RE ACTUALLY ACTIVELY PROMOTING OURSELVES ONLINE.
UH, BUT WE ALSO HAVE VISITORS WHO ARE ALSO PROMOTING US.
AND SO YOU GO THROUGH THE, THE, THE FIVE PS OF, OF MARKETING AND, UH, WE'VE GOT A BRAND.
AND SO TO HARNESS THAT BRAND, UH, IT DOVETAILS VERY WELL INTO THE PROCESS WE'RE GOING THROUGH.
UM, THE, THE BRAND ESSENCE, I WILL, I WILL CIRCLE IT AROUND TO THAT.
BUT LET'S START WITH THE BRAND FOUNDATION.
AND THAT'S, THAT'S THE VISION, THE VALUES AND OUR BELIEFS.
AND IN FACT, IT TIES DIRECTLY WITH WHAT WE'VE BEEN WORKING ON.
WHAT IS THAT VISION STATEMENT? WHAT ARE OUR GUIDING PRINCIPLES, WHICH ARE BASICALLY OUR VALUES? AND THEN, UH, FINALLY, WHAT ARE OUR BELIEFS? AND THAT'S GETS INTO THE GOALS OF, OF WHAT DO WE WANT TO ACCOMPLISH WITH THIS? AND THEN THE OTHER ASPECTS OF, OF THE BRAND THAT WE NEED TO CONCERN OURSELVES WITH IS, UM, YOU KNOW, WHAT, HOW, HOW DO WE SPEAK ABOUT HOW DO, UH, WHAT IS OUR BRAND EXPRESSION? SO, UH, YOU KNOW, HOW DO WE COMPARE AND DIFFERENTIATE OURSELVES FROM OTHER DESTINATIONS THAT PEOPLE MIGHT GO TO VERSUS THE GRAND CANYON VERSUS, UM, JACKSON HOLE VERSUS WHEREVER.
WHAT IS OUR UNIQUE SELLING PROPOSITION? WHAT ARE OUR PROOF POINTS? HOW DO WE PROVE TO PROSPECTIVE VISITORS, THIS IS WHAT WE ARE? UH, AND IN OUR CASE, PHOTOS DO A LOT OF THAT.
AND THEN, UM, UH, FINALLY, YOU KNOW, IS THERE A TAGLINE? NOT MANDATORY.
WE MIGHT WANT ONE, I DON'T KNOW.
UH, AND THEN THE THIRD ELEMENT OF, OF THIS BRAND, UH, IS THE HOW DO WE EMBODY IT IN OUR COMMUNICATIONS? SO WHAT DO WE LOOK LIKE? UM, HOW DO WE TALK, UH, WHAT WORDS DO WE USE? AND THEN HOW DO WE BEHAVE? UH, NOW ALL THOSE COMBINE INTO A BRAND ESSENCE.
AND IN TALKING WITH THE CHAMBER, THEY'VE HAD AN IMPLIED BRAND ESSENCE THAT THEY'VE BEEN WORKING FROM.
UH, BUT IT'S NEVER REALLY BEEN EXPLICITLY, YOU KNOW, STATED.
AND THAT IS THE, WE ARE THE MOST BEAUTIFUL PLACE ON EARTH IN SO MANY WAYS.
NOW, THAT MIGHT BE IT, YOU KNOW, THEY MAY HAVE NAILED IT.
UH, BUT I DO THINK THAT WE NEED TO GO THROUGH A MORE FORMAL PROCESS, UH, WITH A COLLECTION OF PEOPLE, UH, TO, TO REALLY FINALIZE, OKAY, WHAT DO WE WANT TO BE? WHAT ARE WE? AND THEN HOW DOES IT FIT WITH THE VISION OF WHERE WE WANT TO GO? UH, SO, UH, THAT'S WAS ONE OF THE, UM, ONE OF THE, YOU KNOW, GOALS THAT WE HAVE FOR THE COMING YEAR IS TO ACTUALLY REFINE WHAT OUR BRAND IS AND THEN DETERMINE HOW TO BEST COMMUNICATE IT TO THE WORLD.
OKAY, SO WE'VE COVERED THE VISION AND THE GOALS.
THE NEXT LAYER THAT, UH, WE DID TOGETHER WAS GUIDING PRINCIPLES.
AND GUIDING PRINCIPLES ARE JUST CRITICAL BECAUSE THEY ARE THE, THE VALUES, THE, THE FILTER THAT YOU PUT EVERYTHING THROUGH IS IF SOMEBODY BRINGS YOU A PROGRAM, DOES THIS MEET ALL MY EXPECTATIONS? AND SO THE ONES WE HAD THAT WE WORKED WITH YOU, UM, NUMBER OF VISITORS, TYPE OF VISITOR BEHAVIOR, TOURS AND BUSINESSES AND BEHAVIOR OF RESIDENTS, OOPS.
THIS ONE, UM, IS REALLY MORE JUST CLARIFICATION OF THE GOAL.
IT'S NOT TYPICAL OF OF GUIDING PRINCIPLES, IT'S JUST EXPLAINING EVERYTHING I EXPLAINED EARLIER THAT WE REALLY DON'T KNOW, WE DON'T HAVE THE METRICS.
WE KIND OF PICKED 2019, UH, PRE PANDEMIC.
AND ONCE WE GET BETTER METRICS, UM, MAYBE IT WILL CHANGE.
[02:35:01]
OTHER TWO THAT THAT CAME FROM THE COUNSELORS WAS WE NEED TO FOCUS LESS ON VISITOR COUNTS AND MORE ON PROVIDING A SUPERIOR EXPERIENCE SO THAT BUSINESSES ARE ABLE TO DEMAND PREMIUM PRICES AND INCREASE SALES VOLUME.SO THAT GOES BACK TO WHAT BOB SAYS, HOW DO WE DIFFERENTIATE, DIFFERENTIATES HR SELF VERSUS OTHER, UM, PLACES.
AND BUSINESSES ALSO NEED TO EFFECTIVELY REACH OUT TO RESIDENTS DURING NON-PEAK TIMES IN ORDER TO OFFSET LOST VISITOR REVENUE.
SO THAT WAS AROUND NUMBER OF VISITORS TYPE OF VISITORS.
UM, SEE, SEDONAS A SPECIAL PLACE.
THEY'RE HERE TO TAKE CARE OF OUR NATURAL ENVIRONMENT AND RESPECT THE WILDLIFE.
THEY UNDERSTAND THAT THERE'LL BE LIMITATIONS.
THEY ARE GONNA HAVE TO GET ON A SHUTTLE TO GO TO THE TRAILHEAD.
THEY'RE WILLING TO USE TRANSIT, WALK AND BIKE.
THEY SEE SEDONAS THE PLACE THEY WANT TO GO.
THEY'RE NOT JUST PASSING THROUGH ON THE WAY TO THE GRAND CANYON.
THEY WANT TO COME HERE AND THEY WANT TO STAY FOR MULTIPLE DAYS.
THEY'RE WILLING TO ATTEND EVENTS THAT ARE IN THE OFF SEASON THAT KEEP 'EM HERE, KEEP US, KEEP THEM HERE LONGER, AND INTEGRATE WITH OTHER BUSINESS ACTIVITIES.
NOT JUST TAKE, DO A HIKE AND THEN, AND THEN HEAD BACK HOME.
THEY'RE INTERESTED IN AND FINANCIALLY ABLE, THEY HAVE MONEY, THEY BRING THEIR MONEY AND THEY'RE READY TO, TO SPEND IT NOT JUST AT RESTAURANTS, BUT SPAS AND SHOPS AND PURCHASE ART AND EXPERIENCE SPIRITUAL HEALING.
SO I WENT THROUGH THIS PRETTY QUICKLY.
UM, BEHAVIOR OF, UH, TOURISM BUSINESSES.
UH, THEY FOSTER RESPECT FOR THE AREA AND REDUCE THE ENVIRONMENTAL IMPACT OF GUESTS.
AND THEY DON'T NEGATIVELY, UM, THEY DON'T WANT TO NEGATIVELY IMPACT RESIDENTIAL AREAS, UH, THAT THE BUSINESSES ACTIVELY SEEK OPPORTUNITIES TO PROVIDE GUESTS ALTERNATIVES, UH, TO DRIVING IN OR TO SEDONA.
SO PERHAPS OUR, UH, HOTELS OFFER SHUTTLE SERVICES SO PEOPLE DON'T EVEN, OR, OR AIR, YOU KNOW, TO THE AIRPORT.
SO THEY DON'T EVEN HAVE TO TAKE A RENT A CAR TO COME HERE.
UH, THAT OUR BUSINESSES HAVE THE ABILITY TO OFFER SALARY AND BENEFITS THAT ATTRACT AND RETAIN QUALITY EMPLOYEES.
UH, AND THAT GETS BACK TO, UH, OFFERING OR HAVING PREMIUM PRICING, UH, BECAUSE THAT'S VIRTUALLY NECESSARY IN TIMES OF INFLATION AS THERE'S MARGIN COMPRESSION.
THEY'RE GONNA HAVE TO MAKE UP FOR THAT, THAT, UH, LOSS IN SOME WAY.
UH, WHILE THEY HAVE VISITORS HERE, UH, OFFER THEM ALTERNATIVE MODES OF TRANSPORTATION TO TAKE ADVANTAGE OF WHAT THEY'RE SELLING.
BE IT BIKES OR SCOOTERS OR, OR YOU KNOW, JUST ENCOURAGE 'EM TO WALK AND UTILIZE LOCAL SERVICES AS MUCH AS POSSIBLE FOR PHOTOGRAPHY, PRINTING, GRAPHIC, UH, GRAPHIC DESIGNERS, COPY AND SO FORTH, WHICH ALSO CAME UP EARLIER TODAY.
THE MAY OR MAY, SORRY, I WAS SUPPOSED TO GO THAT SIDE.
WE CAN'T TAKE MUCH BE WELCOMING AND POLITE TO TOURISTS.
I THINK WE CAN DO THAT, SUPPORT ALL LOCAL BUSINESSES SO THAT THEY ARE VIABLE YEAR ROUND AND BE KNOWLEDGEABLE OF TOURISM PATTERNS AND ADJUST PLANS TO AVOID SCHEDULE DISRUPTIONS.
THAT WAS ANOTHER GREAT DISCUSSION WITH THE COUNSELORS IS, YEAH, WE HAVE TO, WE CAN'T, I WAS A TOURIST.
I CAN'T SUDDENLY SAY, OH, YOUR TOURISTS GO AWAY.
WHY? WHY AM I DELAYED BECAUSE OF TRAFFIC? I HAVE TO LEARN HOW TO, TO COPE.
AND THOSE OF US WHO LIVE HERE FOR ANY AMOUNT OF TIME, YOU LEARN NOT TO GO OUT ON CER CERTAIN TIMES OF DAY OR DAYS OF THE WEEK OR THE WEEKENDS.
UM, SO THAT IS BASICALLY A SUMMATION OF THE VISION, THE GUIDING PRINCIPLES AND THE GOALS THAT, THAT WE FOUND.
WERE CON A CONSENSUS AMONG THE GROUP OF YOU.
UM, LOVE TO HEAR YOUR COMMENTS OF HOW WE'VE SYNTHESIZED IT.
HAVE WE MISSED ANY IMPORTANT POINTS THAT, UH, YOU FELT, YOU KNOW, SHOULD HAVE BEEN IN HERE? AND WERE NOT, ARE THERE ANY THINGS IN HERE THAT SHOULDN'T BE? UH, AND WHAT KIND OF CHANGES DO WE NEED TO GET CONSENSUS? AND THEN, UH, AFTER THAT DISCUSSION, UM, HOPEFULLY WE CAN WALK AWAY WITH HERE, UH, FROM HERE WITH AN ACTUAL ENDORSEMENT OF THESE AS A START STARTING POINT TO THE NEXT MEETING AND, AND FUTURE DISCUSSIONS ABOUT TOURISM MANAGEMENT.
AND IS, WE'RE NOT GOING TO, YOU KNOW, ETCH THESE IN STONE.
THEY'RE NOT GONNA BE THE TABLETS, BUT HOPEFULLY, UM, YOU SEE THIS, WHAT YOU HAVE WRITTEN DOWN IS A GOOD STARTING POINT TO GO DO THE EXERCISE THAT KAREN MENTIONED.
GO OFF AND THINK ABOUT WHAT DO YOU WANT
[02:40:01]
THE THE CHAMBER TO DO, AND LOOK AT THESE GOALS AND THESE, UM, GUIDING PRINCIPLES AS TO WHAT WOULD FALL INTO THAT.AND CONSENSUS MEANS YOU CAN LIVE WITH IT.
BUT I SEE THAT THERE ARE OTHER FRAMES AFTER THE, YOUR DISCUSSION, RIGHT? SO WHAT WOULD THOSE CONS, THOSE WILL TALK ABOUT, UM, HOW TO, UM, DRILL DOWN, HOW TO USE, HOW TO USE THIS TO, UM, FORM STRATEGIES, INFORM STRATEGIES, UH, TO DECIDE WHAT SERVICE PROVIDER EXPERTISE IS NEEDED MM-HMM.
UM, AND, UM, YOU KNOW, SELECTING, UM, YOU KNOW, STARTING TO, TO THINK ABOUT WHAT ARE THE STRATEGIES THAT ARE IMPLIED FROM THE GOALS THAT WE'VE STATED MM-HMM.
PACKET, WE HAD A LIST OF STRATEGIES.
WE'RE JUST GOING TO COVER A FEW OF THEM TO MAKE THE POINT.
SO YOU READY FOR COMMENTS? MM-HMM.
SO DO WE, DO WE HAVE ANY, UH, COMMENTS FROM THE DAYS? JUST START ON THAT SIDE THIS TIME.
I APPRECIATE THE WORK THAT WENT INTO THIS AND I ACTUALLY THINK YOU DID A VERY GOOD JOB OF CAPTURING SOME OF THE CONCERNS.
I KNOW THAT, THAT I'VE EXPRESSED, UM, ARE IN HERE.
AND I WOULD IMAGINE THAT SOME OF MY COLLEAGUES FEEL THE SAME WAY.
UM, AND I, I THINK IT'S GOOD TO HAVE IT LAID OUT THIS WAY BECAUSE IT MAKES IT MORE OBJECTIVE AND IT TAKES OUT THE BACK AND FORTH ON IT.
IT'S A WAY TO BREAK THESE DOWN INTO HAVING A CONVERSATION ABOUT WHAT ARE THE, YOU KNOW, WHAT DOES IT MEAN TO FOSTER RESPECT FOR THE AREA? WHAT DOES IT MEAN TO HAVE OFFERINGS AND ENTICE VISITORS TO STAY MULTIPLE DAYS? I MEAN, IT, DRILLING DOWN IS THE NEXT STEP.
SO I THINK MORE COMMENTS WILL COME FROM ME AT THAT POINT, BUT I THINK THIS IS A GOOD OVERARCHING VIEW OF WHERE CONVERSATION NEEDS TO GO.
ALMOST MIGHT WANT TO DEFER, BUT I'M GONNA TRY TO TAKE A STAB AT SOME STUFF.
AND, AND I TOO APPRECIATE THE EFFORT THAT YOU GUYS PUT INTO THIS.
I KNOW THAT IT WAS A LOT OF TIME AND, AND, AND YOU DID A LOT OF WORK AND THERE'S MUCH IN HERE THAT I, I THINK IS, IS USEFUL, BUT AS A, THERE'S THE BUTT
AND I'VE GOT LOTS OF, LIKE I DO AT EVERY COUNCIL MEETING, I'VE GOT LOTS OF NOTES ABOUT WHAT YOU PRODUCE, BUT I'M NOT SURE OF WHAT I WANT TO DO WITH THEM.
I DON'T KNOW THAT WE'RE HERE TO WORDSMITH THIS DOCUMENT, BUT MAYBE WE ARE.
UM, IF, IF I TRY TO THINK ABOUT THINGS THAT ARE MORE TOP LEVEL FOR ME, YOU KNOW, ONE OF THE THINGS THAT
IS THAT OKAY? YEAH, THAT'S, THAT'S A PERFECT ONE.
SO THIS IS REALLY ONE OF THE FIRST TRIPPING POINTS FOR ME, AND THAT THIS ISN'T THE MODEL OF WHAT I HAVE BEEN TRYING TO CONCEIVE OF A PARTNERSHIP.
AND THIS IS THE MODEL, SADLY TO SAY FOR ME, SADLY TO SAY OF WHERE WE'RE HEADED WITH OUR RELATIONSHIP WITH THE CHAMBER.
AND SO MAYBE IT'S USEFUL THAT WAY, BUT WHEN THE CITY DOES VISIONS AND GOALS AND GUIDING PRINCIPLES AND THE SERVICE PROVIDER DOES STRATEGIES, TACTICS, AND PLANS, THAT'S A VERY DIFFERENT THING THAN I THINK WHAT I, AND I THINK MANY, MOST, UH, THE COUNCIL HERE DESIRES TO HAVE HAPPEN.
AND THE PROCESS WE USE TO, YOU KNOW, PUT THIS TOGETHER IS MAYBE NOT THE PROCESS THAT I WOULD THINK OF AS A PARTNERSHIP MODEL PROCESS.
SO, YOU KNOW, THAT, THAT COUCHES MUCH OF, YOU KNOW, THE COMMENTS THAT I COULD MAKE, I COULD GO THEN INTO YOUR DOCUMENT AND POINT OUT THE USE OF WORDS AND PHRASES THAT I THINK TRIGGER
IT'S CONSISTENT WITH THIS MODEL, BUT IT'S NOT A MODEL THAT I WANT US TO BE PURSUING.
SO I'M TROUBLED WITH HOW TO GIVE CONSTRUCTIVE FEEDBACK TO THIS DOCUMENT.
UM, SO ARE YOU LOOKING AT THAT LINE OF DEMARCATION BEING A STEP LOWER? NO, I THINK CITY COUNCIL IS, NO.
THE PARTNERS DETERMINE SIT DOWN TOGETHER
[02:45:01]
AND, AND TALK ABOUT THE VISION TOGETHER, AND THEY TALK ABOUT THE GOALS TOGETHER.AND THEY DO ALL THIS IN A DIFFERENT WAY THAN, THAN WE'VE DONE.
AND, AND THEN ANOTHER WAY THAT I'VE THOUGHT OF THIS ACTIVITY THAT WE WENT THROUGH TOGETHER IS, YOU KNOW, YOU CAN GO TO A HUNDRED DIFFERENT PLACES AND PULL UP TOURISM MANAGEMENT PLANS.
NO, LET ME, I WANNA GET THERE, BUT LET ME BACK UP FIRST.
AND I THINK ABOUT A TOURISM MANAGEMENT STRATEGY, WHICH, OKAY, I, I THINK THERE'S VALUE IN US.
I CERTAINLY THINK THERE'S VALUE IN US TALKING ABOUT THAT, BUT I DON'T THINK THAT WE CAN TALK ABOUT THAT SEPARATELY OR OUTTA CONTEXT WITH HOW THE CITY THINKS ABOUT THE CITY ITSELF.
WE CAN'T EXTRACT THIS CONVERSATION ABOUT TOURISM FOCUSED WITHOUT HAVING HAD, AND WE HAVE SOME OF IT, BUT IT'S, IT'S NOT IN A DOCUMENT.
WE, I CAN'T TELL YOU THAT THIS WAS DEVELOPED IN CONTEXT OF WHAT IS IN PLACE OR WHAT SHOULD BE IN PLACE FOR THE CITY'S VISION FOR ITSELF.
THIS IS POTENTIALLY ONE CHAPTER IN THE COMMUNITY PLAN, AND I DON'T KNOW THAT YOU CAN DO THIS OUTTA SEQUENCE LIKE THAT.
I THINK YOU GOTTA START FROM THE START AND WE HAVE TO HAVE A, A LARGER UNDERSTANDING CITYWIDE ABOUT WHAT WE'RE DOING.
NOT JUST ABOUT TOURISM, BUT OF OTHER THINGS.
SO THEN THAT, THAT'S A COMMENT I WANTED MAKE.
AND THEN WHAT I STARTED TO SAY WAS, YOU KNOW, YOU CAN GO TO A HUNDRED DIFFERENT CITIES ACROSS THE WORLD, IT'S PROBABLY WAY MORE THAN THAT AND PULL UP MANAGEMENT PLANS.
AND, YOU KNOW, THOSE PLANS THAT I SEE IN EXISTENCE WERE CERTAINLY ALL GENERALLY PRODUCED WITH THE EXIST, YOU KNOW, WITH THE HELP OF EXPENSIVE CONSULTANTS AND LOTS OF TIME AND LOTS OF MONEY AND LOTS OF INPUT.
AND I LOOK AT 'EM AND, YOU KNOW, SOME, I DON'T SPEND A LOT OF TIME LOOKING AT 'EM, BUT I THINK THERE'S SOME REALLY GREAT ONES OUT THERE.
AND I'VE MENTIONED IN THE PAST THAT I THINK ONE OF THE REALLY GREAT ONES OUT THERE IS FROM THE STATE OF HAWAII AND THEY HAVE PHRASED IN THERE MISSION, WHICH WE DON'T TALK ABOUT MISSION.
WELL, WE SKIP MISSION SITUATION ANALYSIS COMMUNITY.
I MEAN THE CONTENT THAT THEY'VE BOILED DOWN, WELL, I BOILED IT DOWN TO TWO PAGES.
BUT I, I THINK THEY'RE USEFUL, SUPER INSIGHTFUL.
AND I WOULD LIKE TO KNOW THAT WE'VE SURVEYED SOME OF THOSE DOCUMENTS AND SORT OF PICKED OUT WHERE WE WANTED OURS TO LOOK LIKE IN THE END AND USED THOSE AS GUIDES TO GET TO WHERE WE'RE TRYING TO GET.
AND I DON'T KNOW THAT THAT'S A PROCESS THAT WE USED.
UM, I I JUST, THERE'S, THERE'S SOME BEAUTIFUL LINES, YOU KNOW, IN HERE WHERE, YOU KNOW, THERE'S GOALS LIKE ENSURE TOURISM AND COMMUNITIES ENRICH EACH OTHER IS LANGUAGE MATTERS IN THESE KIND OF EFFORTS.
AND I, WE COULD, I DON'T KNOW IF WE'RE TRYING TO ENCOURAGE US TO WORDSMITH THIS TO GET BEAUTIFUL LANGUAGE THAT WE'RE ALL INSPIRED BY OR TRYING TO DO SOMETHING ELSE.
AND SO I JUST HAVE THIS CONFUSION REALLY ABOUT WHAT YOU'RE ASKING ME TO DO HERE TODAY AND WHAT WE'RE TRYING TO DO.
UH, I I CONCEPTUALLY, I, I UNDERSTAND IT, BUT PRACTICALLY FROM WHAT WE'RE OUR STARTING POINT TO HERE TODAY IS, IS CONFUSING TO ME.
SO I THINK I'M GONNA TRY AND STOP THERE FOR NOW, MAYOR, I MIGHT WANT TO DO MORE LATER CUZ I CERTAINLY HAVE LOTS OF DETAIL.
WELL, I, I GUESS I WOULD ASK, UM, WITH WHAT HAS BEEN WRITTEN DOWN, DOES THAT IT'S, IT'S NOT BEAUTIFUL LIKE WHAT YOU SAID WITH HAWAII IT'S MORE PRACTICAL, LIKE, OR PRAGMATIC LIKE WHAT PRESCOTT HAS ON THEIR WEBSITE, BUT DOES IT GIVE YOU SOME RULES OF THE ROAD WOULD HELP YOU WHEN YOU LOOK AT SOMETHING THAT IS BROUGHT FORWARD AND AS, AND LET ME FINISH THIS AND I YEAH.
TALK ABOUT THE PARTNERSHIP PIECE.
UM, DOES IT HELP YOU SAY, OKAY, I DON'T WANT ALL THE TOURISTS WE CAN GET, I DON'T CARE WHERE THEY COME FROM, JUST BRING ON THE TOURISTS.
I MEAN, IT HAS DIFFERENTIATED SOME OF THE OBJECTIVES
[02:50:01]
AND, AND SOME OF THE, THE THINGS YOU'RE TRYING TO ACHIEVE AS YOU LOOK AT WHAT'S BROUGHT FORWARD FROM THE CHAMBER.AND AS FAR AS THE PARTNERSHIP, UM, I THINK BOTH PARTNERS TYPICALLY DO THAT.
YOU KNOW, WHEN YOU MEET SOMEBODY, YOU'RE KIND OF GOING THROUGH THE LIST OF DOES SHE WANT KIDS AND CAN SHE COOK? AND YOU KNOW, AND, AND SHE'S DOING THE SAME WITH YOU.
AND THEN YOU COME TOGETHER AND YOU COMPARE.
AND THE SECOND HALF OF THIS ACTIVITY WE MET WITH THE CHAMBER AND WE PULLED TOGETHER THEIR VIEW OF THOSE TOP THREE THINGS.
AND THAT'S WHAT WE'RE GONNA COME WITH YOU ON APRIL 12TH IS TO SHOW WHERE YOU AGREE FROM WHAT WE'VE SEEN AND WHERE YOU MIGHT NOT AGREE.
BUT YOU, YOU HAD SAID THIS WAS ALREADY DONE.
YOU HAD SAID, UH, WORDS ABOUT, YOU KNOW, THE PARTNERSHIP AND HAVING YOUR LIST AND COMING TOGETHER AND COMPARE.
BUT I THINK IT'S A MUCH MORE INTEGRATED, CYCLICAL PROCESS RATHER THAN ONE PARTY, TWO PARTIES.
AND THEN, YOU KNOW, SO THAT LIST EVOLVES OVER TIME AND THAT CONVER THAT'S HOW PARTNERSHIPS DEVELOPMENT, YOU KNOW, THAT'S A GOOD PHILOSOPHICAL CONVERSATION BACK TO THE WORK.
ANNE AND BOB, YOU KNOW, I RESPECT BOTH OF YOU IMMENSELY AND I THINK YOU BOTH ADD TREMENDOUS VALUE TO OUR COMMUNITY.
BOB, YOU AND I HAVE WORKED
AND ANNE, WE'VE HAD LOTS OF CONVERSATIONS AND SO I APPRECIATE, TRULY APPRECIATE THE INTENT OF WHICH YOU TOOK ON THIS EFFORT.
THAT THERE'S, IT'S A BROKEN RELATIONSHIP, THERE'S PROBLEMS
UM, AND I THINK THERE, THERE'S MUCH IN THIS DOCUMENT THAT COULD BE GOOD, BUT I TRIP ON SOME OF THE WORDS AND SOME OF THE INTENT FOR IN, I'M NOT NOT GONNA GO KATHY'S LOOKING AT MY LIST AND GO, OH MY GOD,
GIVE US A YEAH, I WOULD LIKE TO KNOW YEAH.
WHAT WHAT ARE THE TRIP POINTS? AND THEN KAREN HAS SOMETHING TO, TO COOL.
SO, YOU KNOW RIGHT TOWARDS THE MANAGEMENT GOAL NUMBER 1 20 19, I IN UNDERSTAND THE INTENT.
I JUST DON'T KNOW HOW WE GET THERE.
MY RECOLLECTION OF 2019 TODAY IS DIFFERENT THAN IT WAS LAST YEAR.
IT WILL BE DIFFERENT TOMORROW.
I, I THINK THAT WE'D BE MUCH BETTER TRYING TO ACTUALLY DEFINE SOMETHING THAT WE COULD MEASURE.
SO YOU'VE MENTIONED LIMIT TRAFFIC DELAYS, BUT I THINK TRAFFIC DELAYS, TRAILHEAD CON CONGESTION, PARKING, THOSE ARE THE THINGS THAT REALLY SHOULD BE ELEVATED, YOU KNOW, AS, AS A GOAL.
AND THEN WE TALK ABOUT MANAGEABLE, MANAGEABLE LEVELS.
AND IF I COULD DEFINE IT TODAY, IT WOULD BE DIFFERENT NEXT WEEK.
YOU KNOW, YOU SET SOME STUFF AND YOU MAKE SOME PROGRESS AND YOU CHANGE GOALS.
BUT I JUST LOOK AT WORDS LIKE THAT AND, YOU KNOW, ONE B I SPOKE ABOUT THAT EARLIER TODAY ABOUT FILL IN THE OFF SEASON AS MY, MY HEART TROUBLES WITH OUR CONVERSATION ABOUT WHAT WE'RE TRYING TO DO.
FIRST OF ALL, WE HAVE A SUMMER HERE, IT'S 105 DEGREES.
WE ARE NEVER GONNA LEVEL THE TOURISM IN THIS TOWN.
SPRING BREAK WILL BE SPRING BREAK OUR HEART'S SPRING.
TOURISM WILL ALWAYS, YOU KNOW, BE AN ISSUE THERE AND LESSEN THE SUMMER AND, AND, AND SHOULD WE HAVE A GOAL TO, TO FLATTEN IT, TO MANAGE IT, SOMETHING LIKE THAT.
I, I UNDERSTAND THAT BEING A FORMER BUSINESS OWNER, I UNDERSTAND HOW DIFFICULT IT IS TO MANAGE A CYCLICAL BUSINESS.
UM, AND I, I DON'T UNDERSTAND IN THE SENSE THAT I HAD ONE AND I DID IT, BUT I GET IT BY THINKING ABOUT IT.
I NUMBER, WE DIDN'T SAY FLATTEN.
MAKE THE RANGE SHORT, SMALLER, MAYBE NUMBER THREE, WE SUPPORT ALL LOCAL TOURISM BUS.
I DON'T KNOW WHY THE WORD TOURISM IS IN THERE, BUT OTHER THAN THIS IS THE TOURISM, THAT'S EXACTLY VISION WHY WE'RE USING BED AND BED TECH.
AND SO, SO THAT, THAT GETS BACK TO THIS WHERE I STARTED SOMEWHERE WHERE I STARTED, WHERE I TALKED ABOUT WHEN WE HAVE THIS VISION FOR WHAT WE'RE TRYING TO DO OVERALL, AND THEN YOU CAN EXTRACT OUT THINGS LIKE, YOU KNOW,
[02:55:01]
AT SOME POINT WE'RE GONNA SUPPORT ALL OF OUR BUSINESSES, BUT IN THE TOURISM PLAN WE SUPPORT THE TOURISM.I JUST DON'T KNOW HOW WE CAN HAVE THIS EXTRACTION OF SOMETHING THAT REALLY DOESN'T EXIST YET.
WE GOT LOTS OF THINGS, BUT IT'S NOT IN ONE PLACE LIKE THIS IS TRYING TO BE.
THAT'S, THAT'S A LOT OF WORDS.
AND KAREN, I THINK YOU, I HEARD YOU WANTED TO HAVE SOME INPUT.
YOU ACTUALLY MADE A COUPLE OF THE POINTS THAT I WANTED TO, WHICH INITIALLY WAS THIS IS AN EFFORT TO, TO BRING THE TWO ORGANIZATIONS TOGETHER IN A WAY THAT WE HAVE BEEN UNSUCCESSFUL TRYING TO DO FOR AT LEAST TWO YEARS.
YOU'RE, YOU HAVEN'T BEEN ON THE COUNCIL FOR TWO YEARS, BUT, BUT WE HAVE, WE, WE HAVE BEEN INEFFECTIVE IN BEING ABLE TO FIGURE OUT WHAT THOSE, THE COMMON GROUND IS, WHAT WE AGREE ARE THE PRIORITIES AND HOW TO ACHIEVE THEM.
SO I THINK THIS WAS OUR EFFORT TO SAY, WE'RE GETTING NOWHERE.
LET'S JUST TRY SOMETHING MIGHT NOT BE PERFECT.
IT MIGHT NOT BE THE LONG-TERM SOLUTION, BUT WE'RE COMING UP ON YET ANOTHER CON CONTRACTUAL YEAR WITH, WITHOUT ANY CLARITY IN TERMS OF THE BIG PICTURE.
I THINK, YOU KNOW, OUR, UM, OUR PRINCIPAL PLANNER AND OUR WORK GROUP FOR THE COMMUNITY PLAN HAS SOME OF THE SAME CONCERNS YOU DO ABOUT, THAT'S THIS.
AND THEN WE, OUR OTHER PLANS FLOW FROM THAT.
BUT THE REALITY IS WE DON'T HA WE'RE IN THE PROCESS OF THAT, BUT WE DON'T HAVE THAT YET.
WE HAVE THE 2013 VERSION, RIGHT? SO AS OUR GUIDING RIGHT DOCUMENT, AND MAYBE WHEN THAT PROCESS COMES TO FRUITION AND WE HAVE A DOCUMENT AND IT'S BEEN VETTED BY EVERYONE AND MAYBE GOES TO THE VOTERS, IF WE CAN DO THAT AND, AND IS RATIFIED BY COUNCIL, MAYBE IT FORCES US TO REVISIT THIS.
UM, AND, AND CERTAINLY THERE IS NOTHING THAT IS GONNA BE DECIDED TODAY OR THIS YEAR OR FISCAL YEAR 24 THAT IS CARVED IN STONE FOREVER.
IF WE NEED TO MAKE ADJUSTMENTS, UH, CERTAINLY WE CAN, BUT, BUT I, I DO THINK WE NEED TO FIGURE OUT, I I CERTAINLY HAVEN'T BEEN ABLE TO FIGURE OUT HOW WE SUCCESSFULLY GET TO THAT NEXT STEP.
AND I THINK THIS WILL HELP GET US THERE.
AND IF I MAY, MAYOR, THANK YOU KAREN.
I, I THINK THAT ADDS A LOT IN THE WAY I THINK AND, AND FEEL ABOUT THIS.
AND, AND IT OCCURRED TO ME AS, AS YOU WERE TALKING AND, AND, AND I'M THINKING ABOUT THIS, THAT, YOU KNOW, THIS IS A, THIS IS A GOOD EFFORT.
YOU SPENT A LOT OF TIME TALKING TO US MM-HMM.
I THINK IT WOULD BE A RELATIVELY PAINFUL PROCESS.
ACTUALLY WE DID DO A LOT OF THAT.
IT WAS A PAINFUL, BUT, AND ALSO WE'RE NOT GOING TO PUT THIS ON THE WEBSITE.
IT'S NOT GOING TO BE IT'S A PUBLIC RECORD MA'AM.
BUT IT'S NOT GONNA BE ON, IT'S NOT, IT'LL BE ON SOMEBODY'S WEBSITE TO GET THE SEVEN OF YOU ON THE SAME PAGE.
THAT IS WHY WE PUT DRAFT ALL OVER THIS DOCUMENT.
NO, JUST TO MAKE IT CLEAR THAT THIS IS NOT A FINAL PRODUCT, BUT THIS IS THE PROCESS TO GET TOWARDS A FINAL PRODUCT.
I DON'T DOUBT THAT I'M NOT GONNA GO THERE.
SO I THINK THAT YOU KNOW IT, AND I UNDERSTOOD THAT YOU'VE SPOKEN TO THE CHAMBER ABOUT THIS DOCUMENT.
I THINK I WOULD LIKE TO HEAR WHAT, HOW THE CHAMBERS REACTED TO IT.
UH, I AND, AND THAT'LL BE AT, AT THE NEXT, WELL, AT THIS POINT, WE'RE PLANNING ON APRIL 12TH TO COME BACK TO YOU WITH THE CONVERSATIONS WE'VE HAD WITH THE CHAMBER TO GO THROUGH WHERE, WHERE IS THERE, YOU KNOW, ALIGNMENT.
THAT'S, THERE'S A LOT OF, THERE'S A LOT OF AGREEMENT.
BUT THEN THERE ARE A FEW CRUCIAL AREAS OF DISAGREEMENT.
BUT THAT'S, YOU KNOW, AND, AND SO ON THE 12TH, I THINK, UM, A KEY POINT IS GONNA BE HOW CAN THOSE BE OVERCOME? MM-HMM.
SO I'M GONNA, I'M GONNA STAND DOWN AND LIKE TO HEAR WHAT MY FELLOW COUNSELORS WOULD LIKE TO DO.
I, I FOR ONE, JUST KIND OF FEEL THAT IT'S A YEOMAN'S TASK AND ALMOST TOO MUCH TO ASK US TO REALLY WITH THIS DOCUMENT INTO SHAPE O ONE THAT I WOULD FEEL MUCH BETTER ABOUT IT BEING THE VOICE OF THE COUNCIL.
THIS, THIS IS, UH, NOT THE VOICE OF THE COUNCIL.
THIS IS, UH, ADDRESS TWO PEOPLE'S, UH, VERSION OF WHAT THEY THINK MAYBE THE COUNCIL MIGHT SAY WITHOUT THEM WORDSMITHING IT.
[03:00:01]
YOU.VICE MAYOR, YOU HAVE SOME QUESTIONS OR COMMENTS? I THINK THAT'S HARSH COUNSELOR.
THIS IS A COMPILATION OF INPUT FROM THE COUNCIL.
I DON'T THINK IT'S TWO PEOPLE ON THEIR OWN GOING OUT.
AND CREATING A DOCUMENT THAT HASN'T BEEN VETTED.
YOU HAD SEVERAL OPPORTUNITIES AS WE ALL HAVE HAD SEVERAL OPPORTUNITIES TO MEET WITH BOB AND ANNE AND GIVE OUR INPUT.
AND WE SAW DRAFTS OF THIS AND WE RESPOND, YOU KNOW, WE REACTED TO IT.
AND IT MAY NOT FIT YOUR CONCEPT OF WHERE YOU WANNA GO, BUT IT'S NOT FAIR TO SAY THAT TWO PEOPLE ON THEIR OWN PRODUCED A DOCUMENT WITHOUT OUR FEEDBACK.
SO I JUST WANTED TO GO, YOU KNOW, SAY THAT I, I HAVE A DIFFERENT VIEW ABOUT THE TRIANGLE.
UH, PARTNERSHIP IS A LEGAL CONCEPT.
WE DO NOT HAVE, HAVE A LEGAL PARTNERSHIP AND WE HAVE TO STAY AWAY FROM THAT, REALLY, THAT TERMINOLOGY.
WE ARE, WE ARE A, A, UH, CITY.
WE HAVE CONTRACTED FOR SERVICES FROM THE CHAMBER.
THEY PROVIDE THOSE SERVICES TO US.
WE JUST SPENT ALL THIS TIME HERE TALKING ABOUT HOW WE MEASURE THE EFFECTIVENESS OF OUR TAX DOLLARS.
UH, YOU KNOW, WE DON'T HAVE A LEGAL PARTNERSHIP RELATIONSHIP.
WE CAN ACT IN A WAY THAT IS COHESIVE, BUT WE ARE NOT PARTNERS.
AND SO WE ARE, WE ARE, UM, WE HAVE TO PROVIDE, AND WE HAVE BEEN UNABLE TO DO THAT FOR SEVERAL YEARS.
A UNIFORM, UH, STATEMENT OF WORK, WHICH IS A STANDARD WAY THAT PEOPLE CONTRACT FOR SERVICES.
THEY PUT DOWN THEIR GOALS, THEY PUT DOWN THEIR VISION, PUT DOWN THE SERVICES THAT WE WANT SOMEONE TO PROVIDE.
THEY GIVE US A PROPOSAL, WE NEGOTIATE, THERE'S A CONTRACT.
THAT'S A, THAT'S THE WAY IT WORKS.
SO I THINK WE'VE BEEN LACKING IN PROVIDING A, A, A VISION AND A GOAL AND A, AND A LIST OF PRIORITIES AND A LIST OF ACTIVITIES THAT WE WANT THE CHAMBER TO PERFORM.
AND SO SOMETIMES THEY CAN'T MEET OUR EXPECTATIONS CUZ WE HAVEN'T GIVEN THEM OUR EXPECTATIONS.
AND I THINK THIS WAS AN ATTEMPT TO REFINE THAT, PROVIDE SOME GUIDANCE, AND SO WE COULD BE SUCCESSFUL IN A RELATIONSHIP AND WE COULD ALL BE ON THE SAME PAGE.
UH, FROM MY PERSPECTIVE, IT'S A REALLY GOOD EFFORT TOWARDS ACHIEVING THAT.
AND UH, AND I DO THINK THAT THERE'S A LOT MORE WORK TO DO AND I DO THINK THE COMMUNITY PLAN IS GOING TO HAVE A BIG, UH, IMPACT ON THAT.
AND I WOULD LIKE TO SEE A CHAPTER ON TOURISM IN THE COMMUNITY PLAN CUZ WE ARE A TOURIST CITY.
SO WITHOUT IT, IT SEEMS LIKE
I, SO THAT'S, I'M, I'M NOT GONNA GET INTO WORDSMITHING CUZ I DON'T WANNA DO THAT ON THE DIAS, BUT THAT'S MY VIEW.
UH, KATHY, YOU, YOUR HAND WAS NEXT.
YES, I WANTED TO SAY AS WELL, I MEAN, I STAND BY THE COMMENTS I MADE EARLIER BECAUSE I, I FEEL THEM EVEN MORE STRONGLY NOW.
THIS, THIS WAS PROVIDED I THINK AS A FRAMEWORK, I'D NEVER LOOKED AT THIS AS A DOCUMENT TO WORDSMITH.
I LOOKED AT THIS AS A DOCUMENT TO SAY, HERE'S WHERE THE DIALOGUE FELL DOWN, AND HERE ARE THE AREAS THAT HAVE BEEN IDENTIFIED WHERE THE DIALOGUE NEEDS TO RESUME AND GO.
AND I AGREE WITH, UM, WHAT THE VICE MAKER SAID, IT'S NOT A PARTNERSHIP.
UM, UM, UM, WE, THAT WORD GETS MISUSED.
BUT THIS IS, AND WE'VE TALKED ABOUT THIS IN THE PAST, IS THIS, AND WE TALKED ABOUT THIS IN THE EARLIER PRESENTATION.
I TRIED TO, TO MAKE THAT CLEAR IN MY COMMENTS AT THE END ABOUT THAT.
I WANTED TO UNDERSTAND EFFECTIVENESS AND WHERE WE WERE SO I COULD BETTER DEFINE THE SERVICES THAT I AM INTERESTED IN MAKING SURE CONTINUE BECAUSE THEY WERE WORTHWHILE TO THE CITY.
AND THIS DOCUMENT, I THINK HELPS ME WITH THE FRAMEWORK OF UNDERSTANDING THAT, AS I SAID, THERE ARE THINGS THAT IT ASKS FOR IN ACTIVELY SEEKING OPPORTUNITIES TO PROVIDE GUEST ALTERNATIVES TO DRIVING TO AND, AND INTO SEDONA.
THOSE ARE WHAT NEED TO BE IDENTIFIED.
BUT THIS CLEARLY TO ME, LAID OUT WHAT THE THINGS ARE THAT WE NEED TO DISCUSS GOING FORWARD.
SO I'M VERY APPRECIATIVE OF THIS WORK.
ONE PLACE WHERE I ABSOLUTELY AGREE WITH, UH, COUNCIL MEMBER
[03:05:01]
FERMAN, AND I THANK YOU FOR POINTING IT OUT, IS THE 2019 NUMBER BECAUSE WE ALL SORT OF SEIZED ON THE PANDEMIC AND IT WAS AN EXPLOSION.IT WAS AN EXPLOSION OF, OF, OF TOURISM IN A DIFFERENT WAY THAN WE FELT BEFORE AT DIFFERENT TIMES THAT WE FELT BEFORE.
AND IN A WAY THAT WE WERE UNABLE BECAUSE OF OTHER RESTRICTIONS, SELF-IMPOSED OR WHATEVER, TO RESPOND OR ALSO THEN GET OUT OF TOWN WHEN WE KNEW THE, THE INFLUX WAS COMING OR SOMETHING.
IT WAS JUST, IT WAS JUST SOMETHING THAT NOT HAD NOT BEEN EXPERIENCED.
BUT THAT TO ME DOESN'T MEAN THAT 2019 WAS THE RIGHT NUMBER OR GOAL EITHER BECAUSE PEOPLE WERE ALREADY COMPLAINING ABOUT TOURISM IN 2017 AND 2018.
SO IT'S IMPORTANT TO, TO, TO KNOW THAT, BECAUSE I DON'T HAVE, AND WE TALKED ABOUT THIS AGAIN IN, IN THE EARLIER PRESENTATION, THE METRICS ARE NOT THERE TO SAY IT'S 1000, IT'S 10,000, IT'S 1 MILLION, IT'S 10 MILLION PEOPLE THAT SEDONA CAN SUPPORT.
WE NEED TO FIND A WAY OF DEFINING THAT NUMBER BECAUSE JUST GOING BACK TO SOMETHING ANECDOTALLY OF, OF A YEAR THAT MAY HAVE FELT RIGHT TO YOU BUT DIDN'T FEEL RIGHT TO ME AND IT DIDN'T FEEL RIGHT TO THAT ONE.
AND WHAT I MEAN, IT, IT TO ME, IT'S, IT'S THE LACK THAT'S LACKING THE CONCRETENESS THAT WE WERE TRYING TO GET.
AND THIS DOCUMENT THAT YOU'VE PROVIDED, I THINK, AGAIN, I'M GOING BACK TO THE WORD FRAMEWORK FOR THE CONVERSATION TO SAY, OH, THIS IS SORT OF WHAT WE NEED FOR ME TO UNDERSTAND WHAT THOSE CONCRETE PARAMETERS ARE.
SO AGAIN, I THINK I APPRECIATE ALL THE BACK AND FORTH THAT WENT INTO THIS.
I DO THINK THIS IS A GOOD STARTING POINT TO TALK ABOUT THE COLLABORATION BECAUSE AGAIN, YOU'RE RIGHT THAT THERE HAS TO BE A CONVERSATION AT THE SAME TIME, BUT WE'RE NOT THERE.
THIS IS WHAT THE STEP THAT WAS NEEDED TO GET US TO BE ABLE TO MOVE FORWARD WITH HAVING AGREED UPON VOCABULARY.
SO THIS IS VERY, VERY VALUABLE TO ME.
UM, HAVING OFFERINGS AND ENTICED VISITORS TO STAY MULTIPLE DAYS.
WHAT ARE THOSE OFFERINGS? UH, UTILIZE LOCAL BUSINESSES FOR SERVICES.
WHAT IS REALISTIC IN THAT RESPECT AND NOT, WE HEARD FROM MICHELLE BEFORE THAT THERE ARE SOME THINGS BECAUSE I, I WANT TO SUPPORT LOCAL BUSINESSES WHEREVER WE CAN.
AT THE SAME TIME, I HAVE A FIDUCIARY RESPONSIBILITY TO MAKE SURE THAT THE MONEY THAT WE HAND OVER, UM, YOU KNOW, FOR THOSE SERVICES, MEET, PROCUREMENT, MEET, YOU KNOW, THAT THEY'RE THE BEST VALUE FOR THE DOLLAR AS WELL.
ALL OF THAT HAS TO BE WEIGHED.
AND YOU MAY MAKE A DECISION TO SAY, WE DON'T DO IT THIS WAY BECAUSE WE PREFER TO DO IT THIS WAY.
IN THIS CASE WE PREFER TO SUPPORT A LOCAL BUSINESS.
IN THIS CASE WE PREFER TO SAVE THE MONEY.
THOSE ARE, THOSE ARE DECISIONS THAT WE'LL MAKE AS WE GO ON AND GET INTO THE, INTO THE FINER POINTS.
BUT THIS, THIS PART, AND I'M VERY INTERESTED, I, I, YOU KNOW, WENT AHEAD TO LOOK AT YOUR OTHER, THE REST OF YOUR PRESENTATION.
I THINK THAT'S WHERE THE DIALOGUE JUMPS OFF AND STARTS ON THAT DEEPER LEVEL THAT MIGHT ANSWER SOME OF THE QUESTIONS THAT, YOU KNOW, HAVE ALREADY BEEN RAISED UP HERE.
SO AGAIN, THANK YOU AND I'LL STOP COUNSEL, CAN WE JUST, UH, INTERJECT A GUIDING PRINCIPLE IS NOT A RULE, RIGHT? IT'S IF, IF EQUAL, AND THIS ONE'S IN CHICAGO AND THIS ONE'S, UH, STAPLES.
SO IT, IT, IT'S, IT'S A, IT'S A GUIDING PRINCIPLE.
OOPS, NOW I'VE LOST EVERYTHING.
UM, I, I HAVE PROBLEMS WITH USING 2019.
PEOPLE HAVE BEEN COMPLAINING ABOUT TOURISTS, RESIDENTS HAVE BEEN COMPLAINING ABOUT TOURISTS FOR 50 YEARS.
THEY HAVE COMPLAINED ABOUT THE TRAFFIC, THEY COMPLAINED ABOUT THE CHANGES IN THE BUSINESS THEY'VE COMPLAINED ABOUT FOR 50 YEARS.
AND SO, AND I UNDERSTAND THIS IS AN ASPIRATIONAL DOCUMENT.
UM, BY, BY 2019, WE HAD ALREADY STARTED OUR TRAFFIC STUDY, OUR SIM PROJECTS.
WE WERE WELL INTO WELL PAST AN ACKNOWLEDGEMENT OF TRAFFIC ISSUES, WHICH BRINGS ME, AND I REALLY, I DIDN'T LIKE THIS ORIGINALLY AND I STILL DON'T LIKE IT BECAUSE FIRST THE INFRASTRUCTURE CHANGES OVER TIME AND AS THE INFRASTRUCTURE CHANGES, THE, THE CAPACITY CHANGES.
AND SO I JUST DON'T, I DON'T LIKE PUTTING IT AT ANY TIME BECAUSE SOME PEOPLE THINK IT WAS BAD 20 YEARS AGO AND IT'S ONLY GOTTEN WORSE.
AS I SAID, I TALKED TO SOMEBODY WHILE I WAS CAMPAIGNING ONCE WHO SAID NOTHING GOOD HAS EVER HAPPENED, SEDONA, FOR 20 YEARS.
[03:10:01]
THERE, SO I, I DON'T LIKE THAT AND I DON'T KNOW WHAT YOU DO.UM, AND I, I JUST, IT'S NOT A SENTENCE THAT I LIKE.
UM, AND I I ALSO DON'T UNDERSTAND HOW YOU REDUCE THE NUMBER, REDUCE THE NUMBER.
I MEAN THAT'S, I DON'T THINK ANYTHING WE CAN CAN REDUCE A NUMBER.
PERHAPS WE CANNOT ENCOURAGE TOURISM AT CERTAIN TIMES, BUT I DON'T THINK WE CAN REDUCE IT.
SO, WELL, YOU GAVE THE PERFECT EXAMPLE.
IF, IF SEDONA IN MOTION WORKS AND WE GET THE MICROT TRANSITS AND WE GET THE FIXED ROOTS, THAT WOULD REDUCE THE NUMBER OF TRAFFIC DELAYS AND ISSUES.
WELL, THEY'VE ALREADY BEEN REDUCED, RIGHT? AND SO DUE TO THE SIM, DUE TO A LOT OF THE SIM PROJECTS.
SO, WHICH BRINGS ME TO ANOTHER POINT.
WE ACTUALLY KNOW THE NUMBER OF, OF TRAFFIC BACKUPS AND TIME IT TAKES.
WE ALREADY HAVE A LOT OF THAT INFORMATION.
IT'S NOT THAT WE DON'T HAVE THAT INFORMATION.
A LOT OF THE STUFF THAT'S SORT OF TALKED ABOUT NEEDING AS PART OF SIM, WE ALREADY HAVE A LOT OF THAT.
SO I JU I, I GUESS I JUST HAVE PROBLEMS WITH THE, THE, THE PREPA THE 2019 AND USING THAT AS ANY, BECAUSE THERE, I'M GOING TO SAY SOMETHING THAT I'LL PROBABLY REGRET.
THERE WILL ALWAYS BE TRAFFIC CONGESTION AT CERTAIN TIMES.
THERE WILL ALWAYS BE DELAYS AT CERTAIN TIMES.
AND ANY EXPECTATION THAT THE CITY CAN SOMEHOW REDUCE THE NUMBER OF TOURISTS THROUGH EITHER REDUCING THE ACTUAL NUMBER OR PROVIDING ENOUGH INFRASTRUCTURE IMPROVEMENTS THAT THAT, THAT WON'T HAPPEN IS, IS, IS SIMPLY NOT REASONABLE.
SO THAT'S MY FIRST, MY FIRST COMMENT.
I MEAN, THE FACT I WOULD BE HAPPIER WITH THAT.
I, I DON'T, I THINK ALL OF US HAVE, WE'VE ALL SO FAR WHO'VE SPOKEN, HAVE SAID THAT THEY HAD A PROBLEM WITH THAT ONE PORTION.
AND I HAVE, AND THE FACT OF THE MATTER IS IT'S A LINE IN THE SAND AND NO, I UNDERSTAND.
I'M NOT, I, IT WAS LIKE THE NUMBERS WILL SPEAK FOR US DOWN THE ROAD AND WE DON'T EVEN, WE HAVE THE NUMBERS, WHAT NUMBERS ARE, AND I ALSO DON'T LIKE REDUCE THE NUMBERS AT THE PEAK.
I, YOU KNOW, I THINK MAYBE DO NOT INCREASE, UM, PEAK VISITATION GIVES YOU MORE OF, OF WHAT THE CITY MIGHT HAVE SOME CONTROL OVER AS OPPOSED TO I I AS OPPOSED TO REDUCE.
I DON'T BELIEVE WE CAN REDUCE, AND I THINK REASONABLY WITH THE GROWTH OF CAMP VERDE AND THE EXPLOSIONS OF, OF POPULATION IN, IN PHOENIX, THAT'S EVEN QUESTIONABLE.
SO ANYWAY, I I, I THINK, I MEAN I THINK THAT MANAGE IT TO, TO TO LIMIT IMPACTS IS, IS PROBABLY THE SAFEST WAY FOR, FOR ME TO SORT OF DO IT.
UM, I MENTIONED, UH, THAT WE DO HAVE A LOT OF THOSE CONGESTION AND TRAVEL TIME NUMBERS ALREADY AND WE CONTINUE TO SORT OF, KAREN, AM I CORRECT? WE CONTINUE TO TO HAVE THOSE.
I THINK IF YOU, I DON'T KNOW KAREN, KAREN DICKIE, ANDY DICKIE HAS THEM, SO I'M SURE THAT THEY WOULD SHARE THEM WITH YOU.
UM, THIS, UH, WHAT ELSE? I, I HAVE, I ACTUALLY STILL, I MENTIONED THIS WHEN WE MET AND I STILL HAVE PROBLEMS WITH ME WITH THE, WITH THE SUPPORTING LOCAL BUSINESSES.
I DON'T UNDERSTAND THAT, HOW THAT'S A TOURISM MANAGEMENT ISSUE.
I I THINK IT'S A BUSINESS DECISION AND I THINK THAT THE CITY MAKES A LOT OF DECISIONS, UM, ABOUT HOW TO CONTRACT FOR, FOR MATERIALS AND SERVICES THAT, THAT YES, I REALLY WERE, I'M SORRY, GO AHEAD.
THAT WOULD, YOU KNOW, GO AGAINST THAT.
AND BUSINESSES HAVE A RIGHT TO MAKE BUSINESS DECISIONS AS TO HOW THEY SPEND THEIR MONEY IN THE SAME WAY THAT WE IN SEDONA GET IN OUR CARS AND DRIVE DOWN TO, TO, UM, WHAT'S THAT THING DOWN THERE? WALMART.
WALMART, WHEN WE COULD SHOP HERE.
AND YET WE THINK BUSINESSES SHOULD, SHOULD DO EVERYTHING LOCAL.
[03:15:01]
OUR POCKET, IT'S MONEY OUT OF THEIR POCKET.SO I I REALLY, I DON'T UNDERSTAND WHAT THAT HAS TO DO WITH TOURISM AND, WELL, NUMBER THREE, GOAL NUMBER THREE, IS THAT WHAT YOU'RE REFERRING TO? I DON'T REMEMBER WHAT IT WAS.
SUPPORT ALL LOCAL TOURISM BUSINESSES.
THAT'S IN REFERENCE TO BED TAX.
SHOULD THE BED TAX THAT YOU HAVE, WAIT A MINUTE, I CAN'T TOURISM BUSINESSES.
I THINK ONE OF THE OTHER KEY WORDS IS, ALL RIGHT, IS THERE'S A, UM, A NUMBER OF COUNCIL MEMBERS, UM, ARE CONCERNED THAT TAX MONEY IS BEING SPENT ON TOURISM PROGRAMS TODAY THAT ONLY BENEFIT A SUBSET OF LOCAL TOURISM BUSINESSES OR, OR BUSINESSES OUTSIDE OF SEVILLE.
WHY DON'T WE LOOK GOING TO SUPPORT THOSE OUTSIDE? SO, WELL I, I'D LIKE TO GET INPUT FOR EITHER KURT OR KAREN ON IF THAT IS AN ISSUE FOR THIS.
WHAT IS AN ISSUE ABOUT TOURISM WHERE IT SAYS SUPPORT ALL LOCAL TOURISM BUSINESSES VERSUS SUPPORT ALL LOCAL BUSINESSES.
THIS IS NOT A LEGAL, THIS IS NOT AN ORDINANCE.
THIS IS ABOUT THE FACT THAT MOST CITIES HAVE A, IN A VESTED INTEREST IN CREATING AN ENVIRONMENT WHERE A STRONG, WHERE THE ECONOMY CAN BE STRONG.
AND THAT MEANS TO SOME EXTENT SUPPORTING THE BUSINESS COMMUNITY, RIGHT? IN MANY DIFFERENT WAYS.
NOT JUST, THIS IS ONE PIECE OF A DISCUSSION.
WE HAVE AN ECONOMIC DEVELOPMENT PROGRAM AND MUCH OF THE MISSION BEHIND THAT, UM, IN ADDITION TO DIVERSIFICATION IS BUSINESS RETENTION AND EXPANSION.
AND BECAUSE WE HAVE AN INTEREST AS THE CITY IN ECONOMIC, RIGHT? PROSPERITY, OKAY, SO THEN WE COULD ACTUALLY TAKE OUT LOCAL, UH, TOURISM AND JUST, OR TAKE OUT TOURISM SUPPORT ALL LOCAL BUSINESSES.
BUT SOMETHING, BUT THIS IS TOURISM IS A PLAN RELATED TO TOURISM.
WE HAVE OTHER PLANS THAT TALK ABOUT OTHER TYPES OF BUSINESS AND OTHER ACTIVITIES AND INTEREST AND INVESTMENT.
THIS IS SPECIFIC TO TOURISM AND THAT IS MY POINT.
UTILIZE LOCAL BUSINESSES FOR SERVICES REQUIRED.
I DON'T UNDERSTAND WHY THAT'S A TOURISM ISSUE, A TOURISM MANAGEMENT ISSUE.
IT MAY BE WELL, AND AND THAT'S SOMETHING THAT FORGET WHEN YOU'RE TALKING ABOUT THE GUIDING PRINCIPLE, I'M TALKING ABOUT BEHAVIOR OF TOURISM BUSINESSES.
THE LAST ITEM ON THAT, AS MAYOR, MAY I HAVE A QUESTION FOR YOU? OKAY, MAYOR, I THOUGHT WE WEREN'T GOING TO INTO WORDSMITHING THIS AND, AND YOU'VE PUT A TIME LIMITATION ON THIS CONVERSATION, RIGHT? AND THERE'S MORE OF THE PRESENTATION THAT I THINK GETS TO SOME MEAT THAT WE'D LIKE TO, YOU KNOW, DIGEST.
THIS IS SORT OF A REPLAY OF THE FIRST CONVERSATION WHERE IT WENT AROUND.
SO I'M, I'M USING UP MY TIME FROM THE FIRST CONVERSATION THAT I DIDN'T USE.
BUT WE ARE, BUT I, AND I CONSIDER THIS TO BE REALLY WORDSMITHING.
IT, IT IS, I DON'T THINK UTILIZING LOCAL BUSINESSES WELL FOR SERVICES REQUIRED IS WORDSMITHING.
I THE QUESTION IS FUNDAMENTAL.
IS THAT A TOURISM MANAGEMENT ISSUE? THAT'S MY QUESTION.
UM, ARE WE DONE? ARE YOU, ARE YOU DONE? UH, JESSICA, CAUSE I DON'T WANNA CUT YOU OFF.
OKAY, VICE MAYOR, YOU WENT, UH, BRIAN HAPPY MELISSA, TAKE YOUR CHOICE.
ARE WE DO, JUST TO BE CLEAR, WE HAVE TWO CARDS AND I IS THERE MORE TO THE PRESENTATION? WOULD THAT BE THERE IS, THERE IS A FEW MORE SLID.
I DUNNO WHY YOU HAD QUESTIONS IN THE MIDDLE OF IT, BUT OKAY, LET'S TRY TO MOVE THIS ALONG.
IF WE DON'T GET THROUGH THIS PART TELLING YOU HOW TO USE THE MODEL THAT YOU DON'T WANT, THEN WON'T MATTER.
THERE'S NO POINT IN COVERING THOSE SLIDES.
DON'T I GET IT? OKAY, MELISSA.
SO I COMPLETELY APPRECIATE THE FACT THAT THIS IS A FRAMEWORK.
UM, I ALSO APPRECIATE THE FACT THIS IS HIGH LEVEL AND IT'S AN ATTEMPT.
UM, THE DEVIL IS ALWAYS IN THE DETAILS.
UM, JUST TO BE VERY CLEAR, I UNDERSTAND THAT PRINCIPLE.
UM, I ALSO AGREE WITH SOME OF MY COLLEAGUES HERE.
UM, HOW WE WORK WITH THE, UH, PROVIDER IS IRRELEVANT FOR THIS PIECE OF THE CONVERSATION.
AND I THINK THAT'S ANOTHER CONVERSATION.
UM, AND WE, AND I UNDERSTAND WHAT YOUR GOALS WERE TO TRY AND FIND A FIELD ON WHICH WE COULD PLAY AND ACTUALLY SEE EACH OTHER.
AND I KNOW HOW HARD THIS WAS, UM, BECAUSE I WAS ONE OF THOSE PAINS IN THE ASSES TOO.
UM, I, I DO AGREE THAT YOU HAVE A LITTLE BIT OF MIXED METAPHOR GOING ON IN SOME, IN SOME OF THESE, FROM MY PERSPECTIVE, UM, ON THE MANAGED TOURISM, YOU KNOW, GETTING RID OF THE PANDEMIC STUFF, THAT'S GREAT.
WE DON'T KNOW WHAT, WHAT IT MEANS, RIGHT? I THINK
[03:20:01]
THE TWO POINTS UNDERNEATH IT ARE STRATEGIES.AND SO YOU WOULDN'T PUT, YOUR GOAL IS TO DO THESE THINGS CUZ THOSE ARE STRATEGIES TO TRY AND MANAGE TOURISM BY LIMITING TRAFFIC DELAYS.
BUT AS YOU DIDN'T DO THAT WITH ANYTHING ELSE, I WOULD JUST SAY FOR CONSISTENCY, I WOULD MOVE THOSE EGS SO TO SPEAK.
UM, I'M NOT SURE THAT THIS IS, UM, A FACTOR FOR THE CITY TO BUILD A CONNECTION BETWEEN RESIDENTS AND LOCAL TOURISM BUSINESSES.
I THINK THAT'S, THE BUSINESSES NEED TO BUILD THAT CONNECTION WITH THE, WITH, WITH RESIDENTS.
WE HAVE SOME KIND OF ADVERSARIAL RELATIONSHIP GOING ON BETWEEN OUR RESIDENTS AND OUR BUSINESSES, OR AT LEAST SOME OF OUR BUSINESSES.
I CAN'T SAY IT'S ALL OF THEM OR ALL SEGMENTS OF BUSINESSES, I DON'T KNOW.
UM, BUT BUILDING THAT CONNECTION BETWEEN THE PEOPLE WHO CAN HELP YOU GET THROUGH THE LEAN TIMES WHEN YOU'RE A TOURIST BUSINESS OR ANY BUSINESS SHOULD BE THE BUSINESS.
UM, WE SHOULDN'T BE SAYING TO THE BUSINESSES, YOU HAVE TO HAVE SOME KIND OF PROMOTION FOR RESIDENTS.
UM, WHEN YOU KNOW TOURISTS AREN'T HERE, THAT'S THEIR DECISION.
UM, AND SO FOR ME, THIS IS THE STICKING 0.1 FOR ME.
I'M NOT SURE THAT SHOULD BE A GOAL FOR THE CITY OR A GOAL FOR TOURISM MANAGEMENT.
IT DOESN'T MANAGE THE TOURISTS, IT MANAGES THE COMMUNITY WITHOUT ANY TOURISTS, RIGHT? IN ABSENCE OF TOURISTS.
AND SO I GET A LITTLE STUCK ON THIS NOW.
I CAN BE CONVINCED, BUT YOU SHOULD PROBABLY KNOW I WAS GONNA GO TO THAT ONE.
UM, SO THAT'S WHAT I WANNA HAVE TO SAY ON THAT.
THE REST OF THIS, QUITE HONESTLY, IT ISN'T ABOUT WORDSMITHING.
IT'S ABOUT WHETHER YOU AGREE WITH THE PRINCIPLES THAT ARE BEHIND THE WORDS THAT HAVE BEEN SELECTED SO FAR.
AND I HAVE, I REALLY DON'T HAVE ANY ISSUES WITH THEM ON THE GUIDING PRINCIPLES.
JUST MY GUT ABOUT GUIDING PRINCIPLES ARE LIKE YOUR FIRST ONE.
UM, BECAUSE I, YOU KNOW, YOU LOST ME AFTER THE FIRST SENTENCE.
BASICALLY, THERE'S MORE AN EXPLANATION OF WHY THE FIRST GOAL WAS NOT REALLY GOOD
SO IF WE GET RID OF THE 2019 PANDEMIC REFERENCE, WE CAN GET RID OF THAT WHOLE FIRST ONE ON THE GUIDING PRINCIPLE.
SO, SO MY MY GENERAL FEEDBACK IS, YOU KNOW, AS YOU GUYS, WELL NOW, SHORTER, SMALLER WORDS, SIMPLER, YOU WON'T LOSE YOUR AUDIENCE
SO OTHER THAN THAT, I THINK, YOU KNOW, IT'S A GREAT, IT'S A GREAT PLACE FOR US TO START.
UM, I DON'T KNOW WHAT'S GONNA HAPPEN ON, ON APRIL 12TH.
UM, BUT, YOU KNOW, WE NEED AS A CITY TO BE REFLECTIVE OF WHAT WE BELIEVE WE WANT OUR COMMUNITY TO BE.
UM, AND THAT'S OFF THE COMMUNITY PLAN.
THIS IS A SUBSET OF THAT, BUT IT'S ALSO A WAY FOR US TO SPEAK TO ALL THE SEGMENTS.
IT'S A WAY FOR US TO SPEAK TO TOURISTS, TO SPEAK TO RESIDENTS, TO SPEAK TO BUSINESSES, AND TO REMIND OURSELVES.
AND SO I THANK YOU FOR THAT, BRIAN.
SO BOB AND IAN, THANK YOU FOR YOUR WORK ON THIS.
AND, UH, I SINCERELY APPRECIATE IT AND I THINK IT'S BEEN QUITE VALUABLE.
SO I'M GONNA KEEP MY COMMENTS LIMITED TO THREE TOPICS.
UM, THE FIRST ONE IS THIS DESCRIPTION OR, UM, WELL, THE DESCRIPTION OF PARTNERSHIP AND WHAT THE VICE MAYOR DESCRIBED AS WHAT PARTNERSHIP MEANS AND WHERE WE ARE RELATIVE TO A CHAMBER RELATIONSHIP.
I 100% AGREE WITH HOW YOU DEFINED THAT.
UH, WHEN THE DAY IS DONE IN MORE LAYMAN'S TERMS, THE BUCK STOPS HERE WITH THE SEVEN OF US VOTING ON HOW TO SPEND PUBLIC MONEY.
AND THEREFORE WE CAN BE AS COLLEGIAL AS WE WANT.
BUT WHEN THE DAY IS DONE, WE HAVE TO BE THE FINAL DECISION MAKER.
UH, SECONDLY, UM, THE, THE 2019 PANDEMIC REFERENCE THING, LIKE, OKAY, UM, WITHOUT IT BEING A MATTER OF WORDSMITHING YOU, YOU COULD ARGUE THAT IT IS ACTUALLY A SUBSET OF WHAT IS IN GOAL FIVE.
SO, I MEAN, IT'D BE FINE WITH ME IF IT JUST DISAPPEARED OR, YOU KNOW, BECAME A SUBSET.
AND THEN WHOMEVER ELSE SAID THAT THE TWO ITEMS UNDERNEATH THAT FIRST GOAL ARE REALLY STRATEGIES.
I THINK IT, IT WAS YOU COUNCIL OR DONE AGREE WITH YOU, THOSE COULD ALSO DISAPPEAR FOR THE TIME BEING.
UM, AND THEN FINALLY WHAT I THINK IS MOST IMPORTANT IS, IS SO WHAT DO WE DO WITH THIS? AND, AND TO ME THERE IS A VERY CLEAR AND VALUABLE USE FROM THIS DOCUMENT.
[03:25:01]
GUIDING PRINCIPLES SHOULD BE VERY HELPFUL IN US LOOKING AT, UH, PROPOSED SCOPES OF WORK FROM THE CHAMBER OR ANY OTHER, UH, THIRD PARTY THAT IS PROPOSING TO DO WORK THAT INVOLVES TOURISM MANAGEMENT HERE.SO I SEE IT BEING VERY HELPFUL THAT WAY AND CAN BE USED, UH, YOU KNOW, UH, QUITE READILY.
SO, UM, YOU KNOW, FROM A CONSENSUS STANDPOINT, LIKE, I'M THERE AND, UH, THANK YOU MAYOR.
UM, I'LL BE, TRY TO BE VERY BRIEF.
UH, I APPRECIATE THE FACT THAT IT SAID BRING PEOPLE TOGETHER.
I JUST DON'T KNOW IF IT'S EVER GOING TO HAPPEN AS FAR AS THE PUBLIC AND WITH EVERYBODY AND, AND THE CITY AND THE CHAMBER, THERE'S ALWAYS BEEN A DIVIDE.
PEOPLE CAME HERE, MOST OF US CAME HERE AS, AS TOURISTS.
AND THEN ALL OF A SUDDEN NOW THEY'RE NOT TOURISTS, THEY'RE RESIDENTS AND CLOSED THE FLOODGATE.
WE'VE ALL HEARD THAT STORY BEFORE AND THAT DOESN'T SEEM TO, PEOPLE DON'T WANNA CHANGE THAT OPINION.
AND LIKE YOU MEN MENTIONED, UH, ANNE BEFORE, WELL, WE ALL WISH THAT WE COULD CLOSE THE GATES BEHIND US.
YOU KNOW, WHEN YOU COME INTO SEDONA, WE HAVE TWO STATE HIGHWAYS.
THERE IS NO CHANGING THAT AND THERE IS NO, YOU KNOW, WE COULD DO WHAT WE CAN TO REDUCE SOME OF THE TOURISM OR MEASURE SOME OF THE TOURISM, BUT THAT TRAFFIC THAT PEOPLE ARE COMPLAINING ABOUT IS STILL GONNA COME.
IF THERE WERE NO TOURISTS HERE, THAT TRAFFIC IS STILL GOING TO COME, ESPECIALLY WITH ALL THE DEVELOPMENT DOWN IN PHOENIX FOR THE NEXT COUPLE OF YEARS.
WE ARE DOING THE BEST THAT WE CAN.
SO I THINK THE FACT THAT WE HAVE OUR SIM PLAN, UH, YOU KNOW, IS WORKING TO REMOVE PINCH POINTS AND GET BETTER FLOW.
BUT YOU KNOW, AFTER THAT, ONCE YOU GO TO THE CANYON, YOU'RE GONNA HIT A PINCH POINT AGAIN OUT OF OUR JURISDICTION AND NOTHING'S GONNA CHANGE THAT.
UM, SO IF IT WOULD BE NICE, I, I DON'T, I AGREE.
IT WAS SAID ON THE DAY AS WELL, IT'S NOT A RESPONSIBILITY TO BRING PEOPLE TOGETHER.
IT'S NOT A RESPONSIBILITY, BUT IT WOULD BE NICE WORKING TOGETHER.
ALL OF US WORK TOGETHER, WE ALL WORK WITH RESIDENTS HERE, ONE BY ONE IN IN GROUPS.
YOU DO WHAT THE BEST WE CAN TO BRING PEOPLE TOGETHER.
THIS IS NOT A PARTNERSHIP, IT'S A BUSINESS RELATIONSHIP.
I THINK IT'S CRITICAL, BUT, UH, IT IS A BUSINESS RELATIONSHIP AND IT'S NOT A PARTNERSHIP.
UM, I APPRECIATE WHAT YOU DID HERE.
IT'S, IT NEEDS TO BE WORKED OVER.
IT NEEDS TO BE MASSAGED, YOU KNOW, BUT LIKE, UH, MELISSA SAID IT'S A GREAT START.
IT'S, AND IT'S VERY HIGH LEVEL.
WELL, LET'S CONTINUE TO WORK ON IT.
UM, THAT BEING SAID, I DON'T WANNA TAKE UP TOO MUCH ELSE OTHER TIME.
DO YOU HAVE ENOUGH TO YOU WANNA CONTINUE ON? CAUSE I, I DO HAVE TWO CARDS I REALLY WANT TO GET TO THEM AND I REALLY WANNA STAY ON THE SIX O'CLOCK DEADLINE.
SO, UM, UH, RICK KEMPEL, YOU WANT TO COME UP, UH, YOU KNOW THAT THE, UH, THE NAME AND CITY OF RESIDENTS, RICHARD KEEL, UM, CITY OF SEDONA RESIDENT FOR THE LAST SIX AND A HALF YEARS.
I KNOW EVERYBODY'S GOT A TIME ALLOCATION.
FIRST OF ALL, I WANNA COMMEND THE CITY COUNCIL MEMBERS FOR ASKING THIS WORK TO BE DONE.
UH, WITH ALL THE OTHER THINGS GOING ON WITH THE CITY, WITH, UH, THE CHAMBER OF COMMERCE AND ALL THE FUR FLYING ABOUT THINGS THAT I'LL TALK ABOUT IN A SECOND.
I WANT TO COMMEND YOU FOR TRYING TO TAKE A HIGH LEVEL APPROACH TO LOOK, COME DOWN TO THE NITTY GRITTY THAT PETE'S LOOKING FORWARD TO IN THE NEXT SESSION OR TWO.
SO THANK YOU VERY MUCH FOR DOING THAT CUZ I'M A STRATEGIC MARKETING GUY IN MY BACKGROUND.
THIS IS A FABULOUS JOB THAT THESE TWO HAVE DONE IN WORKING WITH YOU TO TRY TO ENCOMPASS YOUR VISION OF WHAT WE SHOULD BE DOING GOING FORWARD.
SO THANK YOU CITY COUNCIL MEMBERS FOR TAKING THAT STEP AND THANK YOU FOR THE GREAT JOB.
I, IN MY OPINION, YOU'VE DONE TO START THIS PROCESS OFF AGAIN, START, PLEASE FOLLOW IT THROUGH.
UH, SECOND THING, UM, OR THIRD THING THAT WE HEARD THE FIRST SESSION, AND I'M JUST GONNA SAY THIS AS BEING REPETITIVE DATA, DATA, DATA, DATA, DATA, DATA.
WE HAVE A LOT OF, YOU KNOW, ANECDOTAL DATA, PAST DATA THAT WHO KNOWS OF ACCOUNTS.
YOU GUYS TALKED ABOUT THE AD NAUM IN THE LAST COUPLE MINUTES UNTIL YOU HAVE DATA THAT ACTUALLY SHOWS EXPENDITURES AND RESULTS AND GET ROI, YOU GUYS CAN'T MAKE THE GOOD CLEAN DECISIONS NO MATTER WHAT POLICIES YOU DECIDE TO PUT IN PLACE AND WHAT PRIORITIES YOU WANT TO HAVE CUZ YOU'RE JUST STILL SHOOTING FROM THE HIP.
SO FROM MY PERSPECTIVE, THE TIME IT'S TAKING YOU TO COME UP WITH MAYBE POLICIES AND PRIORITIES MIGHT BE THE TIME THAT SOME OF THE OTHER MEMBERS CAN GET GOOD DATA IN PLACE THAT YOU CAN THEN MAKE BETTER DECISIONS BY.
YES, THE CITY HAS GREAT DATA, SEND DATA.
I'VE WORKED WITH KAREN AND HER TEAM, BUT TALK ABOUT THINGS LIKE TAAKE AND SHE TALKED ABOUT, WELL, YOU KNOW, ACTUALLY COUNTERINTUITIVELY,
[03:30:01]
THE DATA SHOWS THIS AND THIS.IT'S THERE, BUT IT'S LACKING IN SOME OTHER AREAS.
FOR INSTANCE, I'LL SAY THE CHAMBER, THERE'S BEEN YEARS AND YEARS THAT I'VE BEEN AROUND WAITING FOR THAT DATA TO TURN ANECDOTAL TO ACTUAL RESULTS ORIENTED.
IT'S NOT THERE YET, IN MY OPINION.
UM, I DON'T KNOW WHAT ELSE TO SAY, BUT PLEASE CONTINUE ASKING, UH, PEOPLE IN THE COMMUNITY HERE, THESE EXPERTS, AND THEY'RE DOING GREAT.
THERE ARE A LOT OF PEOPLE UNTAPPED HERE IN SEDONA WITH INCREDIBLE CAREERS, INCREDIBLE EXPERIENCE WHO WANT TO HELP, BUT THEY'RE AFRAID BECAUSE THEY'VE NOT BEEN TAPPED AND ASKED TO PLEASE KEEP ASKING.
OKAY, SO NOW WE HAVE ABOUT 60 MINUTES.
YOU THINK THE ONE ON THE, WE'LL JUMP TO, WE ONLY HAVE 15 MINUTES.
WANNA DO AN EXECUTIVE DECISION? TAKE US TO THIS SLIDE RIGHT HERE.
UM, WHAT WE, WE GAVE YOU A WHOLE LIST OF, UM, JUST EXAMPLES OF STRATEGIES THAT COULD COME FROM, UM, A, A BRAINSTORMING AROUND HOW DO WE MEET THESE GOALS AND, UH, COUNCIL ARE DONE.
I JUST WANT TO COME BACK TO GOAL NUMBER FOUR BECAUSE A, AS A COUNCIL, I THINK YOU DO NEED TO BRING THE PEOPLE INTO A MORE POSITIVE PLACE AND MAKE A BETTER CONNECTION WITH THE, UH, BUSINESSES.
AND SO AS, AS WE BRAINSTORMED, WE SAID, WHAT IF THERE WAS SOME WAY, YOU KNOW, THE, AND I'LL USE THE CHAMBER BECAUSE THEY'RE OUR SERVICE PROVIDER, THAT THEY COULD HAVE SOME WAY TO LET US KNOW WHEN IT'S SAFE TO COME OUT.
YOU KNOW, ON THEIR WEBSITE THERE WAS A RED, YELLOW, GREEN THAT SAID, OKAY, IT'S, IT'S GONE TO YELLOW.
WE NEED SOMEBODY TO COME OUT GREEN, YOU KNOW, COME TO THE RESTAURANTS, GO TO THE STORES, UH, GO TO THE BOUTIQUES.
UM, THAT WOULD BE VERY HELPFUL TO US.
UM, AND THEN WORK WITH THE TOURISM BUSINESS TO DESIGN THOSE OUTREACH PROGRAMS. SO THE CHAMBER HAS THOSE CONNECTIONS AND HERE'S A PLACE WHERE YOU COULD PLAY TO THEIR STRENGTH AND THEIR RELATIONSHIPS, AND THEY COULD BE THE ONES TO HELP TO DO THAT FOR YOU.
SO THAT'S, YOU KNOW, YOU WERE GIVEN THE ASSIGNMENT FROM THE PREVIOUS SESSION TO GO OFF AND SAY, OKAY, HOW THE TALENTS OF THE CHAMBER, THE CONNECTIONS OF THE CHAMBER, THEY'RE ONE OF OUR SERVICE PROVIDERS.
WHERE'S SOME THINGS THAT WE COULD, UH, TAP THEM ON THE SHOULDER AND ASK THEM TO DO THAT WOULD BRING VALUE AND HELP YOU ACHIEVE YOUR GOALS? AND THIS IS ONE, I THINK IT'S JUST, UM, SO RIPE FOR DOING SOMETHING.
IT'S, IT'S AN EMPTY VESSEL RIGHT NOW.
SO OUR NEXT STEPS, UM, IS TO DO THE ASSESSMENT OF ALIGNMENT WITH THE CHAMBER.
WE'VE MET WITH THEM, WE'RE WORKING ON OUR REPORT AS WE SPEAK.
UM, THAT WILL BE DOCUMENTED AND GIVEN TO, UH, KAREN SOON AND PRE BE PRESENTED ON APRIL 12TH.
AND, AND I DID PUT THIS ONE IN HERE BECAUSE I'M ALSO ON THE COMMUNITY PLAN TEAM AND WE'VE BEEN TALKING ABOUT HAVING A COMMUNITY PLAN FORUM, A PUBLIC FORUM ON TOURISM.
AND I THINK IT WOULD BE REALLY COOL IF WE COULD LAND ON SOME GOALS.
AND THE TOUR, THE RESIDENTS IN THE, EVERYBODY THAT COMES THE COMMUNITY THAT COMES TO THE SESSION CAN SEE THE GOALS AND THEY COULD BRAINSTORM ON STRATEGIES.
I MEAN, THERE'S VERY CREATIVE PEOPLE OUT THERE.
THEY COULD COME UP WITH SOME AMAZING POSSIBILITIES OF HOW TO, TO MANAGE THE TOUR.
YOU KNOW, THE PEAK, I SHOULDN'T SAY IT THAT WAY, UH, YOU WON'T LIKE IT.
THEY COULD COME UP WITH SOME, SOME REALLY FANTASTIC THINGS AND THAT BRINGS THEM IN.
AND, AND IF WE COULD GET IT READY AT THAT POINT WHERE YOU ARE COMFORTABLE TO SAY, THIS IS OUR VISION AS IT IS NOW, IF THESE ARE OUR GOALS, I THINK IT ALSO TRANSLATES TO THEM THAT YOU ARE WORKING ON THIS.
TOURISM MANAGEMENT IS IMPORTANT TO YOU AND WE ALL HAVE TO WORK ON THIS TOGETHER.
SO, SO WITH THAT, THANK YOU ALL FOR THE AMOUNT OF TIME YOU'VE INVESTED IN THIS RIGHT.
UM, I KNOW THAT MANY OF YOU'VE TAKEN MULTIPLE HALF DAYS PUT ASIDE TO HELP US DRAFT THIS AND PUT THIS TOGETHER.
UH, SO YOU KNOW, THERE'S, THERE'S, UH, WE WE COULDN'T HAVE PRODUCED THIS PRODUCT WITHOUT YOUR COOPERATION, SO THANK YOU KAREN OR SOMEONE, WHAT DO YOU SEE AS THE NEXT STEPS? BOB AND I CAN GO BACK INTO RETIREMENT AND
UM, I THINK A LOT OF THAT IS GONNA DEPEND ON THE APRIL 12TH MEETING.
SO I THINK THAT IF THIS EFFORT AND THE FACILITATION OF
[03:35:01]
WHAT THE CITY HAS COME UP WITH AND WHAT THE CHAMBER HAS COME UP WITH AND THE RECONCILIATION OF THOSE TWO THINGS IS FRUITFUL ENOUGH TO ALLOW THOSE TWO ENTITIES TO COME TOGETHER AND DETERMINE WHAT IS THE PATH FORWARD MINIMALLY FOR FY 24, THEN I THINK WE CAN THANK ANNE AND BOB FOR THE WORK THAT THEY DID AND, AND MO BE ABLE TO MOVE IT FORWARD FROM THERE.I WOULD ENCOURAGE YOU TO TAKE A LOOK AT THE EXAMPLE STRATEGIES.
THEY ARE JUST SOME EXAMPLES, BUT THESE ARE, THIS IS WHERE WE NEED TO GET, YOU KNOW, IT'S, IT'S, THIS IS LAYING THE FOUNDATION, WHICH IS CRITICAL, BUT WE REALLY NEED TO GET TO SOME OUTCOMES.
UM, THE OTHER THING I WOULD ENCOURAGE THE COUNCIL TO THINK ABOUT BEFORE THE NEXT MEETING IS THIS IDEA OF, OF BRANDING AND MARKETING, UM, THAT BOB TALKED ABOUT.
IS THAT SOMETHING THAT THE COUNCIL FEELS LIKE IT'S TIME TO, TO PURSUE? YOU KNOW, WE'VE BEEN PAUSED ON MARKETING FOR A WHILE AND IS IT NECESSARY? IF SO, IN WHAT SHAPE DOES THAT TAKE AND IS THAT THROUGH THE PARTNERSHIP WITH THE, THE CHAMBER? IS THAT ANOTHER PROCESS? IT'S JUST SOMETHING THAT I THINK EVENTUALLY WE'RE, WE'RE GONNA NEED TO, TO DECIDE.
JESSICA HAS A COMMENT WHEN YOU'RE TALKING.
I I HAVE A QUESTION FOR KAREN.
WHEN YOU'RE TALKING ABOUT BRANDING AND MARKETING, UM, YOU DON'T NECESSARILY, OR DO YOU, DOES BRANDING, IS BRANDING IN OF ITSELF MARKETING, OR ARE YOU CONSIDERING MARKETING BEING MONEY SPENT GOING OUT TO SELL THE BRAND OR MONEY SPENT GOING OUT TO GET PEOPLE TO COME HERE? ALL OF THAT.
SO I, I THINK THEY COULD BE SEPARATE THINGS.
OR THEY COULD BE THE, THE SAME THING OR PIECES OR THE, THE MARKETING CAN BE THE COMMUNICATION OF THE BRAND.
BUT WHEN BOB TALKS ABOUT, YOU KNOW, UM, SEDONA THE MOST BEAUTIFUL PLACE ON EARTH IN SO MANY WAYS AND SORT OF THE, THE CAMPAIGNS THAT HAVE BEEN CREATED IN THE PAST, IS THAT SOMETHING TO BUILD ON
I MEAN, YOU KNOW, BUT, UM, A LITTLE SIDE POINT.
THEY SPEND NOTHING ON ADVERTISING.
WELL, THAT OBVIOUSLY IS, IS THE AN THE A FLIP SIDE.
I MEAN, DO WE WANT TO NOT DO A BRAND AND WELL, AND NOW WE HAVE A BRAND WHETHER POINT WE WANT IT.
WHAT'S THAT PICTURE? NO, WE HAVE A BRAND WHICH IS THE MOST BEAUTIFUL PLACE IN THE WORLD, WHICH HAS BROUGHT MILLIONS OF PEOPLE HERE.
I THINK THAT'S A TAGLINE OF SAYING IT'S NOT A BRAND.
BRAND HAS ALL THOSE OTHER PIECES TO IT.
BUT WE RECENTLY HAD A CONVERSATION ABOUT USING CONTINGENCY FUNDS TO RESUME MM-HMM.
THE, THE CONTENT THE CREATIVE DID NOT RESONATE WITH, WITH THE COUNCIL.
BUT IS THERE A NEED TO CONTINUE TO PURSUE THAT? AND IF SO, IS THAT STARTING FROM SCRATCH WITH DEVELOPMENT OF, OF A BRAND AND THE THINGS THAT FLOW FROM THE BRAND AND OR AN INTEREST IN PURSUING A, A MARKETING AND, AND IN WHICH WAY, UH, YOU KNOW, IS IT MARKETING ATTRACT ATTRACTING FOLKS HERE? IS IT MARKETING BECAUSE YOU'RE TARGETING SOME SPECIFIC THING, UM, THAT, THAT YOU ALL DEFINE.
THOSE ARE QUESTIONS THAT HAVE BEEN COMING UP THAT WE'VE BEEN KICKING IN THE CAN ON AND WE CAN CONTINUE TO KICK THE CAN AND NOT DO ANYTHING.
BUT WE'VE ALSO TALKED ABOUT THE FACT THAT OTHERS ARE CREATING THE BRAND AND I THINK CORRECT.
I THINK COLLECTIVELY AS A COMMUNITY, WE HAVEN'T NECESSARILY BEEN PLEASED WITH WHAT THAT MESSAGING IS.
AND DO WE WANNA TAKE SOME CONTROL OF THAT BACK? KATHY? THANK YOU, KAREN.
THIS GOES TO WHAT YOU JUST SAID BEFORE, CUZ WHEN WE WERE TALKING ABOUT, YES, WE HAD PUT ALL THAT ON PAUSE AND THE LAST PRESENTATION WAS, OR PREVI, A PREVIOUS PRESENTATION WAS A REQUEST TO RELEASE SOME FUNDS FOR A, A PROGRAM, MARKETING PROGRAM THAT WE DID NOT AGREE WITH AS A COUNCIL AND THEREFORE DID NOT RELEASE FUNDS.
[03:40:01]
YOU JUST SAID THAT NOW, I MEAN, ARE WE TALKING ABOUT STILL LOOKING AT SOMETHING THAT'S RETROACTIVE LIKE THAT? BECAUSE I THINK THAT THE RIGHT PLACE IS WHAT YOU SAID.THE OTHER THING THAT YOU SAID, WHICH WAS THAT WE NEED TO COME IN AS A COUNCIL, YOU KNOW, ON THE 14TH, WE NEED TO BE THINKING ABOUT THIS NOW.
WHAT ARE THE ACTIVITIES THAT WE WANT AND WHAT'S THAT IS DEFINED? AND THOSE ARE THE THINGS THAT WE WOULD FUND.
SO INSTEAD OF A REQUEST COMING AT THIS POINT TO BEARY TOO, I, I THINK IT'S MORE THAT WE LOOK AT IT IN THAT PROGRAM OF IS THIS SOMETHING THAT GETS FACTORED IN? UM, I AGREE.
I THINK YOU ALL DRIVE THAT AND, AND HOW THAT UNFOLDS THERE IN THE, IN THE PAST WHEN MARKETING WAS A ATTRACTION ONLY AND THERE WAS A TIME AND PLACE WHERE THAT WAS NECESSARY MM-HMM.
IT WAS THE GOAL OF ATTRACTION AND MORE, UM, I, THE GOALS ARE CERTAINLY DIFFERENT, BUT IS THERE A NEED FOR, FOR THAT? YOU KNOW, THAT'S PART OF YOUR DECISION.
HOW THAT HAPPENS IS ALSO YOUR DECISION.
AND AND THIS WAS SOMETHING THAT WAS HAPPENING YEARS AGO WHERE THE COUNCIL MADE IT A VERY DELIBERATE INTENTION TO SAY, WE'RE NOT THE MARKETERS, WE'RE NOT GONNA MICROMANAGE.
YOU'RE THE EXPERTS IN THAT AREA.
AND THE REALITY IS THIS IS A COUNCIL AND A COMMUNITY THAT WANTS TO BE INVOLVED IN FIGURING OUT WHAT THE BRAND IS, HOW IT'S MESSAGED, WHAT THE GOALS ARE.
AND SO I THINK THAT IF THE CHAMBER IS GOING TO BE THE CONTRACTOR WHO TAKES THE LEAD ON A BRANDING AND MARKETING EFFORT, THERE NEEDS TO BE AN UNDERSTANDING AND ACKNOWLEDGEMENT, AT LEAST FROM WHERE I SIT.
AND YOU, YOU ALL ARE THE DECISION MAKERS THAT THE COUNCIL, THE CITY WILL HAVE A VERY STRONG ROLE IN IN DECIDING HOW THAT PLAYS OUT.
JUST TO THAT POINT, LIKE FOR ME, ONE OF THE THINGS THAT I'LL BE CONSIDERING IS FOR THE, FOR THE 14TH, THE NEXT MEETING IS ARE THE A OT PROGRAMS SOMETHING THAT I THINK SHOULD CONTINUE TO BE FUNDED.
THAT'S MARKETING, THAT'S A NEW ASK.
I MEAN TO ME, WE'RE STARTING FROM GROUND ZERO, YOU KNOW, WITH ALL OF THIS.
AND THAT'S PART OF GROUND ZERO.
DOES THAT, SO WHAT DOES THAT A O T MEAN? I MEAN, ARE WE ON THE SAME TRACK? YEAH.
AND THAT WAS PART OF MY COMMENT AFTER THE FIRST PRESENTATION IS REALLY BE THINKING ABOUT IN THIS LIST OF WORK PROGRAM ITEMS, WHERE IS THE, THE VALUE FROM YOUR PERSPECTIVE, WHERE DO YOU WANNA BE INVESTING THE FUNDS, UM, TO MEET THE GOALS THAT HAVE BEEN, UH, IDENTIFIED.
AND THAT I THINK COUNSELOR FOLTZ TALKED ABOUT SACRED COWS.
I THINK THIS, THIS IS A REVISIT A LOOK WITH FRESH EYES.
ARE THESE THE RIGHT THINGS? AND IT, SOME OF THEM MAY BE, SOME OF THEM MAY BE IN A SLIGHTLY DIFFERENT FORM AS YOU GIVE SOME DIFFERENT DIRECTION ON HOW TO TWEAK THEM TO, TO TO, TO MAKE IT MORE CLOSELY ALIGNED WITH THE OUTCOMES YOU'RE LOOKING FOR.
AND THERE MAY BE THINGS THAT WE HAVEN'T TOUCHED UPON THAT AREN'T IN THE CURRENT PROGRAM OF WORK THAT GET ADDED IN.
YOU, YOU HAVE A FINAL COMMENT? OH, I'M NOT SURE IT'S FINAL
UM, WHICH ALL IN THE BROADER CONTEXT OF, AND IF WE WANT TO DO THE MARKETING IS THE CHAMBER OF THE GROUP THAT WE WANT TO DO THE MARKETING WITH TO DO OUR MARKETING FOR US, WHICH IS SOMETHING THAT WE HAVE TALKED ABOUT IN THE PAST AND WE HAVEN'T TALKED ABOUT TODAY.
AND I JUST WANTED TO PUT THAT ON THE TABLE BECAUSE ALL OF IT GOES BACK TO THAT.
UM, AND I THINK, I THINK WE HAVE TO BE VERY COGNIZANT OF, OF BEING IN A TRANSITIONAL PERIOD NOW WHERE WE ARE TALKING ABOUT A CONTRACTUAL RELATIONSHIP, BUT OUR, THIS COUNCIL HAS NOT, HAS NOT WARRANTIED AND PUT A STAMP ON WHAT THE RE WHAT ENTITY IS GOING TO BE CONTRACTED WITH YET.
SO I JUST WANTED TO, I I LIKE EVERYTHING ON THE TABLE.
[03:45:01]
THAT'S MY FINAL COMMENT, MAYOR, THANK YOU VERY MUCH.ANY OTHER FINAL COMMENTS? CUZ WE STILL HAVE PLENTY OF TIME LEFT.
THANK YOU BOB AND ANN, THAT WAS A LOT OF WORK.
I KNOW SALARIES FOR THIS PROJECT WERE, IT ALL CAME OUT OF DESTINATION MARKETING, BUT, BUT YOU VOLUNTEERED YOUR TIME.
YOU'RE MAKING ALMOST AS MUCH AS WE ARE.
BUT UM, THANK YOU VERY MUCH, MUCH WE'LL SEE YOU ON AT THE NEXT MEETING.
DISCUSSION, UH, REGARDING IDEAS OF FUTURE
OH NO DISCUSSION REGARDING, WE GET THAT REFERENCE
REGARDING, UH, IDEAS OF FUTURE MEETING, AGENDA ITEMS. ARE THERE ANYTHING? IT'S OKAY.