[1. CALL TO ORDER/PLEDGE OF ALLEGIANCE/MOMENT OF SILENCE]
[00:00:04]
OKAY.GOOD AFTERNOON, LADIES AND GENTLEMEN.
THANK YOU FOR ATTENDING OUR COUNSELOR MEETING TODAY.
UH, MADAM CLERK WHO RECORD NO.
JOIN ME FOR THE PLEDGE OF ALLEGIANCE.
I PLEDGE ALLEGIANCE TO THE FLAG OF THE UNITED STATES OF AMERICA, AND TO REPUBLIC STANDS, ONE NATION UNDER GOD, INDIVISIBLE, WITH LIBERTY AND JUSTICE LAW.
AND PLEASE JOIN ME FOR A MOMENT OF SILENCE.
[2. ROLL CALL]
OKAY.AND NOW WE'LL DO THE ROLL CALL.
[3. CONSENT ITEMS]
OKAY, ITEM THREE, CONSENT ITEMS. UH, KATHY, MAYOR, I'D LIKE TO, UH, PULL AN ITEM.SO I'D LIKE TO MAKE A MOTION TO APPROVE CONSENT ITEMS THREE.
AND THEN WE WILL, OKAY, WE HAVE A SECOND.
ANY OPPOSED? GOT, UH, HOLLY, YOU'RE AYE, RIGHT? YES.
[3.c. AB 2939 Approval of award of construction contract for the PR 03C Improvements to Build-Out of Ranger Station Park – Concrete & Gabion Contract in an amount not to exceed $395,925.00 subject to approval of the written contract by the City Attorney’s Office]
HAVE, AND THEN ON ITEM C.UM, I, I UNDERSTAND, I I THOUGHT THERE WASN'T GONNA BE A PRESENTATION, BUT I UNDERSTAND THERE IS NOW A COUPLE SLIDES OR NO, NO, NO, THERE'S NOT.
THEN, UH, KATHY, UH, SANDY'S GONNA PRESENT WELL BEFORE, UH, SANDY PRESENTS.
YOU, BUT YOU PULLED IT TO A SPECIFIC ITEM.
I, I PULLED THIS ITEM BECAUSE I JUST THOUGHT IT DESERVED A LITTLE DISCUSSION.
BASICALLY, JUST TO POINT OUT THAT THERE'S AN EXTENSIVE AMOUNT OF WORK THAT'S BEING DONE IN THIS CONTRACT, WHICH INCLUDES THINGS LIKE SIDEWALK STAIRS, SEATING WALLS, PARKING, A D A RAMPS DETENTION BASINS, WHICH I WAS VERY IMPRESSED WITH THIS, WITH THE, WITH THIS CONTRACT ABOUT.
AND IT'S REALLY BECAUSE OF, I WANTED TO COMPLIMENT STAFF BECAUSE THIS WAS AN IN-HOUSE PROJECT.
MOST OF THE WORK THAT'S MAKING THE REST OF THIS ABLE TO COME IN AT THIS FIGURE IS BECAUSE OF THE IN-HOUSE WORK THAT WAS DONE.
SO I WANTED TO COMMENCE STAFF AND THOUGHT THAT THE PUBLIC NEEDED OR SHOULD BE AWARE OF THAT AS WE GO OVER THESE CONSENT ITEMS. I DIDN'T WANT THAT LOST BECAUSE REALLY HATS OFF.
AND ANOTHER ITEM, ANOTHER REASON I WANTED TO PULL IT WAS JUST TO BE CLEAR.
'CAUSE LAST MONTH WE HAD A FAIRLY, AN EXTENSIVE, UM, UPDATE ON THE PARK, WHICH INCLUDED A PREVIEW OF WONDERFUL, UM, WHIMSICAL, WONDERFUL PLAY EQUIPMENT.
AND I WANTED TO DO ANYBODY READING THIS ON THE AGENDA TO THINK THAT THIS CONTRACT WAS FOR THAT PLAY EQUIPMENT.
THIS WORK HAS TO HAPPEN FIRST.
AND THEN MY QUESTION WAS WHAT DO WE EXPECT THE, THE TIMELINE FOR THIS? AND THEN WHEN DO WE THINK WE WOULD BE ABLE TO MOVE ON TO THAT PLAY EQUIPMENT STAGE? AND THANK YOU SO MUCH.
AND WE WERE LUCKY TO HAVE OUR, UM, MAINTENANCE TEAM WHO ALSO HAS THE DRONE BE ABLE TO FLY IT THIS TODAY.
SO WE HAVE SOME UPDATED PHOTOS FOR YOU.
AND SO THAT'S WHAT WE WANTED TO INCLUDE IS SO THAT EVERYONE COULD SEE THAT HASN'T BEEN BY THE PARK, HOW MUCH HAS BEEN DONE.
AND, UM, SO WE'VE JUST GOT A COUPLE OF GREAT PHOTOS, UM, AND WE HAD IT, UM, COMPACTION TESTED TODAY, AND SO IT'S ALL PASSED.
SO WE'RE READY TO MOVE ON TO THIS NEXT PHASE, WHICH IS THE CONTRACT THAT'S BEFORE YOU FOR THE CONCRETE AND THE GABON.
AND, UM, SO FOR TIMELINE, WHERE WE'RE AT IS CURRENTLY, UM, THE CONTRACTOR IS READY TO MOVE ON TO THE PROJECT EARLY OCTOBER.
IF, UH, COUNCIL APPROVES THE CONTRACT, THE LANDSCAPE PLANS ARE OUT TO BID.
CURRENTLY WE'RE DOING A MANDATORY WALK TOMORROW.
AND THEN, UM, BIDS ARE DUE OCTOBER 12TH.
SO, AND THEN SHORTLY AFTER THAT IS, UM, THEN OUR MAINTENANCE TEAM WILL MOVE IN AND, AND DO THE FINAL GRAVEL PARKING LOT, THE SHARED USE PATH,
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THE RESTROOM DESIGN IS UNDERWAY AND, UM, WE'RE STILL SHOOTING FOR HAVING THE PARK COMPLETE BY END OF THE FISCAL YEAR.UM, WE'LL BE PRESENTING, I BELIEVE WE'LL BE PRESENTING THE PLAY STRUCTURE AS SOON AS WE GET A DESIGN.
AND, UM, THAT STRUCTURE NEEDS TO BE PUT IN BEFORE WE DO THE FLEX GROUND.
SO AGAIN, WE ARE PUSHING HARD TO GET THIS DONE BY THE END OF THE FISCAL YEAR.
SO I, ARE YOU COMPLETE, I A, AGAIN, I JUST COMMENTS THANK YOU AGAIN FOR ALL OF THE WORK THAT WAS DONE AND HOW THIS HAS BEEN EXPEDITED.
AND I THINK THIS HAS BEEN A GREAT EFFORT AND IT WAS REALLY A WONDERFUL PUBLIC AMENITY, SO THANK YOU.
AND I THINK ON BEHALF OF ALL OF US, AND I COULD SPEAK FOR MYSELF ON BEHALF OF ALL OF US HERE, WE'RE TOTALLY AMAZED BY THE GREAT WORK THAT'S BEEN DONE AND THE TIMEFRAME THAT YOU'VE MOVED IT UP TO IS JUST AMAZING AND REALLY APPRECIATED.
CAN I DO THE ALL DO THE MOTION THEN? I, I DIDN'T HEAR YOU.
ALL IN FAVOR TO APPROVE ITEM THREE C ON THE CONSENT AGENDA, SAY AYE.
WE ARE UNANIMOUS WITH THAT TOO.
[5. SUMMARY OF CURRENT EVENTS BY MAYOR/COUNCILORS/CITY MANAGER]
CURRENT EVENTS.UH, WE HAVE, UH, THE, THE MAYOR, VICE MAYOR HAS, UH, A REPORT, RIGHT? YOU HAVE A REPORT THERE, HOLLY? YES.
I WANTED TO REPORT ON PARK AND REC, AS ALWAYS DO.
AND THIS LITTLE NOTE TO FOLKS OUT IN THE AUDIENCE ARE ON THE VIDEO THAT THE RENTAL CALENDARS FOR THE FALL ARE REALLY FILLING UP FAST.
SO IF YOU HAVE
UM, GET YOUR EVENT PUT ON THE CALENDAR BEFORE THERE'S NOTHING LEFT.
UH, THERE WAS A WONDERFUL EVENT OVER THE WEEKEND IN SEDONA WINE FEST.
WAS AT POSSE BROWNS PARK FOR SATURDAY AND SUNDAY.
THERE WERE VERY LARGE CROWDS AND I THINK IT WAS, UH, A WONDERFUL WELL ATTENDED AND, UH, AND, UH, WELL DESIGNED EVENT.
BUT EVERYONE SEEMED TO HAVE A REALLY GOOD TIME.
I WAS SIX, SO I DIDN'T GET A CHANCE TO GO MYSELF.
UH, DROP IN YOUTH FLAG FOOTBALL IS TAKING PLACE BEGINNING YESTERDAY.
PRE DROP IN CLINICS ARE ON MONDAYS AT SUNSET PARK FROM FOUR TO FIVE 30.
AND WEDNESDAYS CLOSET ROUNDS FOR FOUR TO FIVE 30.
AND IT'S GREAT FOR KIDS WITH ALL LEVELS OF EXPERTISE.
UH, THE RED DIRT CONCERTS CONTINUE EACH FRIDAY THROUGH THE MONTH.
SO THIS COMING FRIDAY IS THE LAST ONE FROM FIVE TO SEVEN.
OVER 350 PEOPLE ATTENDED LAST WEEK'S CONCERT BY BIG DADDY DEE AND THE DYNAMITES, WHO ARE REALLY DYNAMITE FANS.
NOW, PUMPKIN SLASH ON OCTOBERFEST EVENTS ARE BOTH TAKING PLACE ON OCTOBER 14TH FOR A FULL OCTOBER DAY AT THE PARK.
AND FOR OTHER EVENTS, PLEASE VISIT DONUT AZ.GOV/PARKS FOR THE ENTIRE CALENDAR.
[6. PUBLIC FORUM]
MOVE ON TO PUBLIC FORUM.THIS IS THE OPPORTUNITY WHERE ANYBODY CAN SPEAK ABOUT ANYTHING FOR THREE MINUTES THAT IS NOT CURRENTLY ON THE AGENDA.
SO, UH, OUR FIRST SPEAK WILL BE JOHN DUFF.
JOHN, IT'S A LITTLE DIFFERENT TODAY.
WE HAVE A NEW COUNTER ON THE WALL.
AND I, I THINK IT WILL CLEARLY BEEP, UH, KIND OF LOUD TOO, I THINK, BUT, UM, IT, IT WILL, IT'S, IT'S BRAND NEW.
SO, UH, BUT YOU HAVE YOUR THREE MINUTES MEMBERS.
START WITH YOUR NAME AND CITY OF RESIDENCE AND THEN YOU CAN HAVE YOUR THREE MINUTES.
BEEN HERE 12 AND A HALF YEARS.
UH, I'LL STAY IN COMPLIANCE IF I CAN.
UM, I WILL STAY IN COMPLIANCE.
UM, I'M LOOKING FOR CLARIFICATION ON A COUPLE OF ISSUES.
UH, I WAS MADE CLEAR TO ME BY A CITY OFFICIAL, UNFORTUNATELY, I DIDN'T GET THAT INDIVIDUAL'S NAME.
UH, CITY OFFICIAL ALONG WITH A POLICE OFFICER CAME AND ADVISED ME UPTOWN IN REFERENCE TO THE ANIMAL RESCUE GROUP THAT WE SH WE HAVE AND ALL THE ANIMALS WE EXHIBIT THAT THERE WOULD BE A NEW ORDINANCE.
AND THAT NEW ORDINANCE INVOLVED ENCROACHMENT ON CITY PROPERTY.
UH, UNFORTUNATELY HE TOLD ME THAT WE HAD UNTIL OCTOBER 14TH TO ADHERE TO THAT.
AND, UH, I TOOK THAT, I ASKED THAT QUESTION ABOUT THREE OR FOUR TIMES AND TRIED TO CONFIRM THAT I DID NOT GET THE CITY OFFICIALS, UH, NAME.
BUT HE BROUGHT ME TWO PIECES OF PAPER THAT
[00:10:01]
DIDN'T REALLY HAVE A LOT OF INFORMATION ON THEM.BUT NEVERTHELESS, I UNDERSTOOD THAT THE DATE THAT WE WERE GONNA BE IN COMPLIANCE AND THIS NEW ORDINANCE WAS OCTOBER 14TH.
YESTERDAY I GOT A, A VI A CITATION FROM TWO POLICE OFFICERS THAT CAME AND SAID, NO, HE WAS WRONG.
WE'RE GONNA GIVE YOU A CITATION NOW.
SO I'M GETTING DIFFERENT STORIES FROM DIFFERENT PEOPLE LOOKING FOR SOME CLARIFICATION.
HOPEFULLY I CAN GET THAT THROWN OUT.
THE POLICE DID TELL ME THAT I NEEDED, UH, TO HAVE A PERMIT.
SO I WENT OVER TO ONE OF THE OFFICES TODAY AND INQUIRED ABOUT PERMITS.
AND THEY SAID, THERE ARE NO PERMITS.
VICTOR SAID, THERE ARE NO PERMITS FOR WHAT I WANT TO DO.
I'M A 5 0 1 C THREE NONPROFIT, DON'T NEED A PERMIT.
WHAT DO I HAVE TO DO? I THINK, UH, MR. CHRISTENSEN WAS NICE ENOUGH TO EXPLAIN A COUPLE THINGS TO ME TODAY, UH, STATING THAT I CAN HAVE ANIMALS UPTOWN.
I APPRECIATE THE FACT THAT I CAN STILL WALK MY DOG UPTOWN LIKE EVERYBODY ELSE DOES.
UH, I APPRECIATE THE FACT THAT I CAN STILL HAVE AN ANIMAL IN MY POSSESSION AS LONG AS IT'S IN MY POSSESSION AND NOT ROAMING FREELY.
SO I DO APPRECIATE THOSE THINGS.
IT SEEMS LIKE THE FREE SPEECH THAT WE DISCUSSED HERE A COUPLE YEARS AGO IS STILL INTACT TO SOME DEGREE, BUT I'M JUST GETTING CONFLICTING INFORMATION FROM PEOPLE AND I DON'T WANT THE POLICE TO ACTUALLY COME AND WRITE ME CITATIONS ON A DAILY BASIS IF I AM IN COMPLIANCE WITH THE, UH, THE NEW CITY ORDINANCE.
HOPEFULLY EVERYBODY WILL GET TOGETHER AND GET ON THE SAME PAGE AND TELL ME EXACTLY WHAT I CAN OR CAN'T DO.
UM, MR. CHRISTENSEN WAS NICE ENOUGH TO SAY I COULD HAVE AN ANIMAL OR TWO, I COULD HAVE A SIGN.
UH, I, I JUST WANT TO BE ABLE TO, YOU KNOW, PROMOTE MY, UH, MY, MY, UH, PUBLIC SERVICE.
SO HOPEFULLY WE CAN ALL GET TOGETHER SO THAT I'M NOT, UH, NOT GETTING CITATIONS FROM THE POLICE THAT I HAVE TO GO AND TRY TO HAVE OVERTURNED IN A COURT OF LAW.
AND JOHN, YOU MENTIONED YOU WANT SOME CLARITY.
WE, YOU KNOW, WE CAN'T ANSWER TO THAT.
I KNOW WE CAN'T ADDRESS THAT HERE AND, OKAY.
AND NEXT UP WOULD BE SETH, UH, BARLEY WILL BE FOLLOWED BY JOHN SPEAR.
I'M ALSO RESIDENT HERE IN SEDONA.
AND SPEAKING ON BEHALF OF THE ANIMAL RESCUE, THE SAME ONE THAT I, I ACTUALLY AM A VOLUNTEER WITH JOHN DUFF AND, UH, JUST WANTED TO SPEAK ON A MATTER OF DISCRIMINATION, WHAT I BELIEVE TO BE DISCRIMINATION AGAINST MR. DUFF.
UM, THE OTHER DAY I WALKED INTO, UH, CANYON BREEZE, WENT TO THE BATHROOM, FILLED UP A SODA FOR ONE OF THE OTHER VOLUNTEERS, AND THE LADY SAYS, DID YOU BUY THAT SODA? AND I WAS LIKE, NO, I WAS JUST FILLING IT UP FOR ONE OF THE OTHER VOLUNTEERS OVER HERE.
AND, UH, SHE SAYS, OH, THAT'S STEALING.
AND I WAS LIKE, I DON'T THINK SO.
AND SHE SAID, UM, WELL TELL MR. DUFF, JOHN THAT HIM OR ANYBODY THAT ASSOCIATES WITH HIM, ANY VOLUNTEER THAT IS ASSOCIATED WITH HIM IS NOT ALLOWED IN OUR PLACE ANYMORE.
AND THEY ARE, YOU KNOW, GONNA BE ALL 86TH.
AND SO I WAS LIKE, OKAY, I'LL LET HIM KNOW.
AND SO I WAS JUST WANTED TO SPEAK ON BEHALF OF THE WHOLE ORGANIZATION BECAUSE WE'RE TALKING ABOUT, OBVIOUSLY MR. DUFF, MYSELF, UH, ANOTHER VOLUNTEER THAT IS A MARINE, A 24 YEAR OLD AUTISTIC GIRL THAT COMES UP AND VOLUNTEERS A COUPLE OF CHILDREN THAT VOLUNTEER ON A REGULAR BASIS.
UM, YOU KNOW, UH, JUST MULTIPLE DIFFERENT PEOPLE.
AND THEY SAID ANYBODY THAT'S ASSOCIATED WITH THEM IS 86.
AND ONE OF THE PEOPLE THAT WASN'T EVEN THERE THAT DAY WALKED INTO AN, INTO THE STORE NOT EVEN KNOWING, 'CAUSE WE HADN'T EVEN SEEN HIM.
AND THEY WERE LIKE, OH, WELL WE'VE SEEN YOU OVER WITH MR. DUFF.
AND THEY HAD HIM GIVEN A CITATION AND HE WASN'T EVEN AWARE.
AND WE WERE LIKE, OKAY, HOW'S HE, YOU KNOW, HE WASN'T EVEN TOLD BECAUSE WE HADN'T SEEN HIM SINCE THAT TIME.
AND HE WAS WALKED ONTO ONE OF THEIR PROPERTIES AND WAS GIVEN A CITATION FOR BEING THERE.
AND I JUST BELIEVE THAT'S DISCRIMINATION WHEN YOU KNOW OTHER PEOPLE THAT HAD NOTHING TO DO WITH THE EVENT AT ALL OR JUST BEING DISCRIMINATED AGAINST FOR THAT AND THEY DIDN'T HAVE ANY IDEA WHAT WAS GOING ON OR, OR HIM, LIKE, HOW WOULD HE HAVE ANY IDEA WHAT WAS HAPPENING WHEN HE WASN'T EVEN THERE? IF ANYTHING, IT WOULD'VE JUST BEEN ME FOR GETTING A SODA FOR ANOTHER VOLUNTEER.
HOW WAS EVERYBODY BANNED FOR THE ONE EVENT? THAT'S ALL I HAVE TO SAY ABOUT THAT.
UH, SETH JOHN SPRA, FOLLOWED BY, UH, JOHN MARTINEZ.
GOOD AFTERNOON, MAYOR AND CITY COUNCIL MEMBERS.
I PROMISE THERE WILL BE NO NEED FOR TITAN SPHINCTERS THIS AFTERNOON.
[00:15:01]
PLEASE RELAX.IT'S HARD TO BELIEVE, BUT 2 20, 23 WILL SOON BE ENTERING THE FOURTH QUARTER.
IN THE TIME YOU'VE BEEN SERVING OUR COMMUNITY THIS YEAR, I'M CONFIDENT YOU'VE EXPERIENCED SOME HIGHS AND PROBABLY A LOT OF LOWS.
IT'S TOUGH TO WORK, TO LISTEN.
IT'S TOUGH WORK TO LISTEN, EVALUATE, DECIDE, IMPLEMENT, AND THEN LIVE WITH THE CONSEQUENCES.
FEW THINGS ARE AS SIMPLE AS THEY FIRST MAY APPEAR.
AND LET'S FACE IT, SOMETIMES PEOPLE ARE JUST UNREASONABLE.
I READ A PASSAGE BY, UH, IN A BOOK CALLED HOMO DEUS, A BRIEF HISTORY OF TOMORROW, A VERY SMART BOOK THAT EXPRESSED PERFECTLY THE ESSENCE OF MY OWN FEELINGS ABOUT HUMANITY AND ALL THE ACTIVITIES WE HUMANS ARE ENGAGED IN EVERYWHERE THROUGHOUT THE WORLD.
HE TALKS ABOUT PESSIMISM OR OPTIMISM AS A BIAS OR POSTURE THAT EACH OF US PRETTY MUCH NATURALLY GRAVITATES TO.
HERE'S WHAT HE SAID THAT WAS SO POTENT FOR ME.
AND I QUOTE, ARE YOU A PESSIMIST OR AN OPTIMIST ABOUT HUMANITY? I TRY TO BE A REALIST.
I CAN SUMMARIZE THE SITUATION OF HUMANKIND IN THE EARLY 21ST CENTURY.
THE FACT THAT THINGS ARE STILL QUITE BAD AND CAN BECOME MUCH WORSE SHOULD MAKE US ALL WARY OF BECOMING TOO OPTIMISTIC.
BUT THE FACT THAT THINGS ARE BETTER THAN EVER IMPLIES THAT WE CAN IMPROVE MATTERS.
IT IS NOT INEVITABLE THAT THINGS WILL ACTUALLY BECOME WORSE.
SO WE SHOULDN'T BE TOO PESSIMISTIC EITHER.
WHY SHARE THIS MESSAGE WITH YOU TODAY? BECAUSE YOU UP HERE ARE THE PEOPLE CHOSEN TO REPRESENT US, AND WE NEED YOU TO STAY ALERT AND FOCUSED ON THE RIGHT STUFF DESPITE THE CHALLENGES THAT WE THE PEOPLE PRESENT TO YOU.
I WOULD VENTURE THAT BY THIS TIME IN MOST OF OUR LIVES, EACH OF US POSSESSES A BIAS TOWARDS EITHER OPTIMISM OR PESSIMISM.
CONSEQUENTLY, WE MAY BE UNCONSCIOUSLY POISED TO DEFEND OR CONDEMN A NEW IDEA, A PROPOSAL, OR A PLAN.
THE CHALLENGE FOR ALL OF US, ESPECIALLY YOU, OUR ELECTED OFFICIALS, IS TO CONSCIOUSLY AND INTENTIONALLY RECOGNIZE OUR AUTOMATIC OR REFLEXIVE BIAS BEFORE RESPONDING FOR TRULY WE KNOW NOT FROM WHOM OR FROM WHERE AN IMPORTANT AND MAYBE EVEN ESSENTIAL IDEA MAY COME.
THESE CITIZEN PO PODIUM MINUTES CAN BE, IF WE'RE ALL OPEN TO THE MESSAGES AND NOT OVERLY DISTRACTED BY THE MESSENGERS CAN BE INSTRUCTIVE AND VALUABLE.
PROGRESS IS NOT AUTOMATIC, IT IS NOT INEVITABLE.
PROGRESS IS ADVANCED BY TIRELESSLY ASKING SMART QUESTIONS ABOUT COMPLEX ISSUES TO FIND THE BEST PATH FORWARD.
SO TO RECAP, THINGS ARE BETTER THAN EVER.
THINGS ARE STILL QUITE BAD, WE CAN IMPROVE MATTERS.
AND I THANK YOU ALL FOR DOING WHAT YOU'RE DOING TO IMPROVE MATTERS AND PROMOTE PROGRESS HERE IN SEDONA.
AND THEN THE OTHER JOHN MARTINEZ.
UM, VICE MAYOR POLLY, AND ALL ON COUNCIL.
MY NAME IS JOHN MARTINEZ AND I STILL LIVE IN SEDONA.
REASON I'M BEFORE YOU IS THAT AND UM, JOANNE IS HANDING IT OUT.
OUR FIRST CONCERT FOR WHAT USED TO BE CALLED THE VERDE VALLEY SYMPHONY, WHICH WE'VE NOW NAMED IT, THE SEDONA SYMPHONY, IS GOING TO OCCUR ON OCTOBER THE 15TH.
WHAT I'VE GIVEN TO YOU IS WHAT THE PROGRAMS WILL BE FOR THE FIFTH UPCOMING FISCAL YEAR.
WE'VE GOT A BRAND NEW CONDUCTOR AND IT IS, I AM EXCITED TO SAY SHE IS FANTASTIC.
I THINK ANYONE THAT ATTENDS WILL ENJOY THE PROGRAM.
NOW THE REASON I REALLY BROUGHT THIS UP, BECAUSE, YOU KNOW, AS PART OF YOUR SMALL GRANT DONATION THAT THE SEDONA SYMPHONY RECEIVED AN AMOUNT FOR THE POP CONCERT.
WE NEVER HAD A POP CONCERT BEFORE, BUT WE'RE GONNA HAVE ONE THIS YEAR.
I BELIEVE IT WILL BE IN THE SPRING.
OBVIOUSLY, AS THAT WAS MENTIONED BEFORE, I HAVE TO GET AHOLD OF PARKS AND RECS SO WE CAN RESERVE THE, WE'RE THINKING OF LOOK, HAVING IT AT BARBS ANDERSON PARK IN THE PAVILION.
[00:20:01]
SO ANYWAY, THAT'S WHAT I WANT TO PRESENT TO YOU.I APPRECIATE ALL OF THOSE THAT ARE TENANT.
AND I DO KNOW THAT ONE OF YOUR ASSOCIATES HAS EVEN BOUGHT SEASON TICKETS.
SO I THANK YOU BRIAN AND HOPE TO SEE MORE OF YOU IN THE FUTURE.
OKAY, DOES ANYBODY ELSE WISH TO, UH, SPEAK FOR THREE MINUTES BEFORE WE CLOSE THE, THE SESSION? HEARING NONE.
WE WILL CLOSE THE PUBLIC, UH, SESSION AND BRING IT BACK TO COUNCIL.
[7.a. Recognition of K9 Dalan Artwork by Robert Albrecht. ]
WE HAVE NOW BACK TO, UH, ITEM SEVEN PROCLAMATION, RECOGNITIONS AND AWARDS.WE HAVE SOMETHING REALLY SPECIAL TODAY.
UH, IF, IF YOU DON'T MIND, ROBERT ALBRECHT, IF YOU WANT TO STEP UP AND WE, WE'D LIKE TO RECOGNIZE ROBERT FOR A WORK OF ART THAT HE IS PRESENTING TO THE SEDONA POLICE DEPARTMENT.
UH, CHIEF FOLEY, YOU WANNA STEP UP AS WELL.
I'M GONNA STAY HERE 'CAUSE I HAVE A LITTLE BIT TO READ AND I HAVE A MICROPHONE HERE.
SO, AND THEN I'LL COME UP WITH FOR SOME PHOTOS.
SO, ROBERT ALBRECHT HAS BEEN A RESIDENT OF SEDONA SINCE 20 20, 20 0 1.
HE IS ALSO A PROFESSIONAL PHOTOGRAPHER, DIGITAL ARTISTS, SPECIFICALLY A DIGITAL PAINTER.
HE HAS ALWAYS LOVED ANIMALS AND WHY HIS PAINTINGS ARE, UH, OF WILDLIFE, MUSTANGS AND DOMESTIC PETS IN HIS CLASSIC PET PORTRAIT COMMISSIONS, WHEN HE PAINTED A PORTRAIT OF CANINE MAX SEVERAL YEARS AGO, HE WAS HONORED TO BE ABLE TO DONATE THAT PAINTING TO THE SEDONA POLICE DEPARTMENT.
HE FELT IT WAS NOT ONLY A PAINTING OF THE SEDONA POLICE DEPARTMENT, BUT ALSO RECOGNITION OF ALL CANINE OFFICERS AND THEIR HANDLERS, UH, IN AGENCIES AND DEPARTMENTS ACROSS THE COUNTRY AND THE WORLD, UH, THAT ARE DEDICATED TO THEIR LIVES TO PROTECT AND SERVE THEIR RESPECTIVE COMMUNITIES.
TODAY WE ARE GOING TO ACCEPT ANOTHER PAINTING OF ONE OF OUR PAST CANINE, UH, CANINE OFFICERS THAT SERVED SEDONA POLICE DEPARTMENT FOR SEVEN YEARS, 2010 TO 2017, DELAN, UH, HE AND HIS, HIS HANDLER, OUR CURRENT POLICE CHIEF, UH, FOLEY, WHO SPENT MANY HOURS TRAINING AND ON-DUTY ASSIGNMENTS FOR OUR CITY.
UH, FOR THIS, THEY NEED TO BE RECOGNIZED AND HONORED FOR THEIR SERVICE.
THAT'S WHAT'S A GREAT PAINTING.
AND NOW STEPHANIE, WHERE WILL YOU BEHIND THIS IN THE LOBBY? WELL, LUCKY YOU NEED TO MAYBE SPEAK IN A MIC.
WE, UM, WE ARE CURRENTLY, AFTER THE REMODEL OF THE POLICE DEPARTMENT, FINALLY GOING TO HANG UP EVERYTHING BACK ON OUR WALLS.
UM, SO THE, THE DECOR TEAM IS GONNA ACTUALLY DECIDE WHERE THIS AND MAX WILL, WILL GO WITHIN OUR POLICE.
NO, YOU GOTTA CREATE COOL TITLES FOR COMMITTEES.
SO WE, UH, THEY'RE, THEY'RE ACTUALLY GONNA DECIDE WHERE ALL OF OUR PAST, UH, POLICE DEPARTMENT PHOTOS ARE GOING AS FAR AS THE ENTIRE GROUP WHERE MAX AND DELON WILL GO BACK ON OUR WALLS.
OUR DEPUTY CHIEF RYAN IS, UH, IN CHARGE OF THAT ONE WITH A GROUP OF PEOPLE WITHIN THE PD.
UM, IT WAS REALLY HARD WHEN YOU TOOK THAT OFF TO, UH, NOT TEAR UP.
IT'S, IT'S ONE OF THE BEST PARTNERSHIPS I'VE HAD.
UM, AND WITH DELAN PASSING AWAY, UH, JUST SHY OF 18 MONTHS AGO, IT WAS VERY HARD.
UM, MANY OF YOU KNOW, I WASN'T HERE IN TOWN WHEN ACTUALLY HE DID PASS AWAY, SO THAT STILL SITS WITH ME.
SO THIS IS, IT'S VERY HARD TO STILL LOOK 'CAUSE I JUST HAVE A LITTLE BIT OF GUILT FOR MY, MY PARTNER AND MY BUDDY.
BUT I ALSO, WHENEVER I WALK OUTSIDE AND SEE HIM IN A STATUE, UM, FORM, IT'S A, A REALLY GOOD REMINDER.
AND, UM, IT'S ONE OF THE BEST THINGS I DID, UM,
[00:25:01]
WITHIN THE DEPARTMENT.THIS, THIS WILL TAKE THE TOP NOW GUYS, DON'T WORRY.
UH, BUT V WAS AN AMAZING PARTNER, SO THANK YOU.
AND, UH, JUST SO THAT YOU GUYS GET TO HEAR IT HERE, UH, NEXT WEEK WE START TRAINING FOR OUR FOURTH CANINE.
SO DON'T KNOW YET WHO THE DOG IS, THE DOG'S NAME, BUT STANDBY AND YOU'LL ALL HEAR SOON WHO ARE OUR FOURTH EDITION, UH, CANINE WILL BE FOR THE CITY OF SEDONA POLICE DEPARTMENT.
WE'RE SUPPOSED TO HAVE DONE THAT LAST MONTH, BUT WE HAD SOME, WE ISSUES WITH THE CHIEF NOT BEING ABLE TO BE HERE, SO I'M EXCITED THAT WE COULD DO IT TODAY.
[8.a. AB 2991 Discussion/possible direction on the work program and accomplishments to date regarding the creation of a tourism bureau and the City’s new role as Sedona’s official destination management and marketing organization.]
REGULAR BUSINESS AB 29 91, DISCUSSION POSSIBLE DIRECTION ON THE WORK PROGRAM AND ACCOMPLISHMENTS TO DATE REGARDING THE CREATION OF A TOURISM BUREAU AND THE CITY'S NEW ROLE IN SEDONAS OFFICIAL DESTINATION MARKETING MANAGEMENT AND MARKETING ORGANIZATION.AND THIS IS ALSO QUITE EXCITING.
SO, AND WHO WILL BEGIN? KAREN.
ALL RIGHT, THANK YOU VERY MUCH FOR IT, MAYOR, VICE MAYOR, COUNSELORS.
UM, I'M, I'M SUPER EXCITED ABOUT THIS ACTUALLY.
UM, UH, JUST TO SHARE WITH YOU AND SHARE WITH THE COMMUNITY WHAT OUR STAFF TEAM HAS BEEN WORKING ON OVER THE COURSE OF THE LAST FEW MONTHS SINCE THE COUNCIL DESIGNATED THE CITY OF SEDONA AS THE OFFICIAL DESTINATION MANAGEMENT AND MARKETING ORGANIZATION FOR SEDONA.
WE STARTED IN THAT ROLE ON JULY 1ST OF THIS YEAR.
AND ALTHOUGH IT'S BEEN LESS THAN 90 DAYS TIME, WE HAVE BEEN WORKING REALLY HARD
SO BEFORE WE GET INTO THE PRESENTATION ITSELF, I'D LIKE TO INTRODUCE THE STAFF TEAM WHO'S BEEN RESPONSIBLE FOR MAKING IT ALL HAPPEN.
LAUREN BROWN IS OUR COMMUNICATIONS MANAGER, AND AS YOU KNOW, SHE HAS A, A TREMENDOUS UNDERSTANDING OF THE COMMUNITY AND IS TESTED AND PROVEN, NOT JUST IN COMMUNICATIONS, BUT WHEN IT COMES TO CREATIVELY AND EFFECTIVELY ENGAGING THE PUBLIC.
KEEGAN CROT IS OUR SPECIAL INITIATIVES COORDINATOR.
SHE HAS BEEN A TREMENDOUS ADDITION TO OUR TEAM AND HER WORK ON SOCIAL MEDIA AND OTHER MEDIA ENGAGEMENT, UM, FOR OUR COMMUNITY HAS REALLY JUST MOVED US TO THE NEXT LEVEL.
AND IN HER PREVIOUS EXPERIENCE, SHE SPENT NINE YEARS WITH THE CHAMBER DOING PUBLIC RELATIONS WORK, SPECIFICALLY FOR SEDONA TOURISM.
ROB MCMULLEN, UH, ON THE END IS OUR WEB CONTENT MANAGER.
AND PRIOR TO JOINING THE CITY, HE SPENT 10 YEARS LEADING ALL THINGS MARKETING FOR PINK JEEP TOURS.
AND WE KNOW HOW EFFECTIVE THEY ARE.
THEY HAVE BEEN, UM, PROMOTING PINK JEEP EXPERIENCES, UM, BUT ALSO PROMOTING SEDONA SPECIFICALLY AS A DESTINATION, AS WELL AS ALL OF THEIR OTHER LOCATIONS, UM, NATIONWIDE.
HE'S A SUPER CREATIVE, AND YOU'LL SEE THAT IN SOME OF HIS WORK THAT WE'RE GONNA SHARE WITH YOU TODAY.
JAMES MOGENSON IS, UH, RIGHT BEHIND THE, THE FIRST FOUR.
HE, UM, HE'S OUR NEWEST ADDITION.
HE'S BEEN WITH THE CITY JUST OVER TWO WEEKS, UM, AND HE SPENT THE LAST FIVE YEARS ALSO WITH THE CHAMBER, UM, DOING TOURISM, TRAVEL, TRADE AND MEETING SALES.
HE'S BEEN THE LEAD ON DEVELOPMENT OF NUMEROUS MARKETING MATERIALS AND CAMPAIGNS, AND HE IS AN INCREDIBLY TALENTED GRAPHIC DESIGNER.
UM, YOU'LL ALSO SEE SOME OF HIS WORK TODAY, UH, AND HE ALSO HAS EXPERIENCE IN THE HOSPITALITY INDUSTRY, BOTH WITH THE LA BEARS HERE IN SEDONA, AS WELL AS THE COURTYARD BY MARRIOTT.
AND HEATHER HERMAN, WHO IS THE OWNER OF FRONT BURNER MEDIA, HAS EXTENSIVE BACKGROUND IN TOURISM IN NORTHERN ARIZONA AND BEYOND.
AND WHILE SHE IS NOT PART OF OUR INTERNAL STAFF TEAM, SHE HAS BEEN SERVING IN AN ADVISORY CAPACITY, UM, TO OUR TEAM AND JUST BEEN A TREMENDOUS RESOURCE FOR US.
SO, WHILE SOME MIGHT SAY THAT THE CITY LACKS EXPERIENCE TO DO THIS KIND OF WORK, I HOPE YOU'LL AGREE THAT THE BACKGROUNDS AND EXPERIENCE OF OUR TEAM MEMBERS INDICATE HOW POWERFUL AND WELL-ROUNDED, UM, WE ACTUALLY ARE.
OF COURSE, WE ALSO PLAN TO SUPPLEMENT THEIR WORK BY BRINGING IN ADDITIONAL
[00:30:01]
INDUSTRY EXPERTS IN VARIOUS DISCIPLINES THROUGH CONTRACTS FOR SERVICES AND CONSULTATION SERVICES.WE WILL ALSO BE SH SHARING, UM, THIS EVENING WHERE WE THINK THAT WILL BE NECESSARY.
UM, AS WE DISCUSS THE REST OF THE WORK PROGRAM.
UH, THIS AFTERNOON, I AM ALSO SERVING AS THE LEAD ON THE CREATION OF THE TOURISM BUREAU, DIRECTING ALL THE STEPS, AS WELL AS BEING HANDS ON MYSELF WITH MUCH OF THE WORK.
I DON'T BELIEVE THERE WERE ANY OTHER OPTIONS OTHER THAN TO HAVE THE CITY MANAGER AT THE HELM OF THIS EFFORT.
AND I HOPE THAT SPEAKS TO THE LEVEL OF IMPORTANCE THAT WE KNOW THIS HOLDS FOR THE COUNCIL, FOR THE COMMUNITY, AND HOW SERIOUSLY WE ARE TAKING THIS.
UM, SO I ALSO WANNA POINT OUT THAT ALL THE MEMBERS OF OUR STAFF TEAM, WITH THE EXCEPTION OF JAMES, WHO JUST STARTED, UM, HAVE BEEN DOING THIS WORK IN ADDITION TO THEIR OTHER FULL-TIME JOBS.
SO I CAN'T EVEN BEGIN TO THANK THEM ENOUGH FOR THEIR WORK AND REALLY PUTTING THEIR HEARTS AND SOULS INTO THIS.
I HAVE NO DOUBT THAT YOU'RE GOING TO BE IMPRESSED BY WHAT YOU HEAR FROM THEM THIS EVENING.
SO OUR AGENDA IS UP ON THE SCREEN HERE MOMENTARILY.
SO FOR ALL OF THESE PURSUITS THAT WE'LL BE TALKING ABOUT, WE PLAN TO NOT ONLY SHARE WITH YOU WHAT WE'VE BEEN DOING, BUT ALSO SHARE THE WHY BEHIND THE VARIOUS ACTIVITIES THAT WE'VE CHOSEN TO ENGAGE IN AS OUR FIRST STEPS, AND TO DO OUR BEST TO HIGHLIGHT HOW WE ARE DOING IT DIFFERENTLY.
UM, WE ARE TAKING THE LESSONS LEARNED FROM THE PAST AND IMPROVING ON IMPORTANT WAYS AS THE LOCAL GOVERNMENT.
OUR PROGRAM IS NOT AND WILL NOT BE MEMBERSHIP DRIVEN.
SO YOU'LL HEAR ABOUT HOW OUR PROGRAMS PROVIDE ACCESS AND OPPORTUNITIES FOR EVERY TOURISM BUSINESS IN THE CITY AND FREE OF CHARGE.
WE'LL SHARE HOW WE INTEND TO USE DATA TO INFORM OUR MANAGEMENT AND MARKETING DECISIONS.
AS OUR TEAM HAS DELVED INTO THIS WORK, WE'VE LEARNED THAT THE BREADTH AND DEPTH OF ANALYTICAL TOOLS IN THE TOURISM SPACE IS, IT'S VERY EXTENSIVE.
SO WE CAN TAKE A SCIENTIFIC APPROACH TO THIS WORK, AND WE'LL BE SHARING WITH YOU SOME OF THE WAYS WE INTEND TO DO THAT.
WE WILL SHARE HOW WE PLAN TO TAKE A VALUES-BASED APPROACH TO DEVELOPING A BRAND FOR THE DESTINATION AND HOW THE ENTIRE COMMUNITY WILL BE ENGAGED IN THAT PROCESS.
WE BELIEVE THIS IS AN OPPORTUNITY TO BRING THE COMMUNITY TOGETHER IN A POSITIVE WAY.
I DON'T THINK IT'S NAIVE TO BELIEVE THAT TOURISM CAN BE SOMETHING THAT CAN UNITE OUR COMMUNITY AND NOT DIVIDE IT.
WE'LL ALSO SHARE HOW EFFORTS TO BRING THE COMMUNITY TOGETHER WILL BE WOVEN THROUGHOUT THE WORK OF THE NEW TOURISM PROGRAM.
WE WILL DISCUSS HOW WE PLAN TO APPROACH PROJECTS AND PROGRAMS, PARTICULARLY MARKETING EFFORTS STRATEGICALLY TO INFLUENCE VISITATION, NOT OVERSELLING SEDONA, BUT TO STRATEGICALLY TARGET THE KINDS OF VISITORS THAT ALIGN WITH OUR VALUES THAT WILL SPEND GENERAL GENEROUSLY IN OUR BUSINESS AND CONTRIBUTE TO OUR TAX BASE, BUT LEAVE A MINIMAL FOOTPRINT.
WE WANT TO STILL INVITE PEOPLE TO OUR DESTINATION, BUT INVITE THEM IN A VERY SPECIFIC, THOUGHTFUL AND TARGETED WAY.
WE'LL DISCUSS HOW WE WILL USE CONVERSION METRICS FOR VARIOUS MEDIA MARKETING STRATEGIES SO WE CAN TRACK OUR SUCCESS AND QUITE FRANKLY, OUR RETURN ON INVESTMENT.
WE'LL ALSO SHARE HOW WE INTEND TO BENCHMARK AND TRACK THINGS LIKE CHANGES IN VISITOR BEHAVIOR AS EDUCATION ABOUT HOW TO RECREATE RESPONSIBLY AND RESPECT OUR ENVIRONMENT AND PROTECT OUR NATIONAL RESOURCES.
WE'LL REMAIN A FOCAL POINT OF EVERY ASPECT OF THE TOURISM PROGRAM.
WE ALSO PLAN TO ASSESS AND MONITOR RESIDENT SENTIMENT AND ENGAGE THEM IN THE CONVERSATIONS ABOUT TOURISM AS THE KEY STAKEHOLDERS THAT THEY ARE, AND IN A WAY THAT HASN'T BEEN DONE SUFFICIENTLY IN THE PAST.
ULTIMATELY, WE BELIEVE THE NEW TOURISM PROGRAM AND THE WORK WE HAVE PLANNED CAN PROMOTE THE ECONOMIC PROSPERITY WE WANT FOR OUR BUSINESSES AND HELP MAINTAIN AN EXCELLENT QUALITY OF LIFE FOR OUR RESIDENTS, AND THAT WE CAN FIND THAT RIGHT BALANCE BETWEEN THE TWO.
[00:35:01]
AGENDA IS THE TOURISM ADVISORY BOARD.I AM NOT GONNA SPEND A TON OF TIME ON THIS BECAUSE COUNCIL HAS HAD SEVERAL MEETINGS NOW TO DISCUSS THE CREATION OF THIS 11 MEMBER BODY.
UM, AND WE'RE NOW IN THE PROCESS, OR YOU ALL ARE IN THE PROCESS OF SELECTING THOSE FINAL 11 INDIVIDUALS.
UM, OUT OF THE INITIAL GROUP OF 37 APPLICANTS IN-PERSON INTERVIEWS WILL BE STARTING THIS WEEK AND GO THROUGH OCTOBER 5TH WITH DELIBERATIONS AND FINAL SELECTION.
BY MID-OCTOBER TWO WEEKS AGO, COUNSEL SET THE ROLES AND RESPONSIBILITIES OF THE BODY, AND WE'LL BE CONSIDERING RULES OF PROCEDURE AT THE NEXT COUNCIL MEETING FOR THIS GROUP.
WHILE 11 MEMBERS WILL BE THE CITY'S LARGEST STANDING BODY, BY FAR, WE BELIEVE THAT NUMBER IS NECESSARY TO MEET THE PRIMARY GOAL OF THE TAB, WHICH IS TO ENSURE THAT THE BOARD IS MADE UP OF A BROAD ENOUGH RANGE OF STAKEHOLDERS WITH DIVERSE AND BALANCED PERSPECTIVES AND REPRESENTATION FROM THROUGHOUT THE COMMUNITY.
THIS BODY WILL PROVIDE ONGOING INPUT ON THE TOURISM BUREAU'S WORK, AND ULTIMATELY MAKE RECOMMENDATIONS TO THE COUNCIL ON TOURISM PROGRAMS AND PROJECTS.
AT THE LAST MEETING, COUNCIL ALSO APPROVED THE TABS WORK PROGRAM, AT LEAST FOR THE NEXT YEAR, BUT PROBABLY MORE REALISTICALLY, AT LEAST A YEAR AND A HALF, MAYBE EVEN MORE.
SO, THE WOR FIRST WORK PROGRAM ON, UM, ON THEIR AGENDA IS TO PARTICIPATE IN THE DEVELOPMENT OF A TOURISM STRATEGIC PLAN.
INCLUDED IN YOUR PACKETS IS A FULL PROPOSAL FROM THE GIO GROUP, AND FOR THOSE IN THE ROOM IN THE TOURISM INDUSTRY, I KNOW YOU KNOW GIO, YOU KNOW WHO THEY ARE.
THEY'RE INDUSTRY LEADERS WHEN IT COMES TO TOURISM, STRATEGIC PLANNING, SUSTAINABLE TOURISM RESEARCH AND ANALYTICS AND OPERATIONAL PLANNING FOR DM OS.
WE ARE EXCITED TO WORK WITH THEM ON THIS HIGH LEVEL, BUT ACTIONABLE STRATEGIC PLANNING PROCESS THAT WILL SERVE AS A GUIDE TO HOW WE APPROACH OUR FUTURE TOURISM BUREAU WORK.
THE ARIZONA OFFICE OF TOURISM IS ALSO GOING TO BE ENGAGED IN THIS EFFORT.
UM, WE ARE COORDINATING WITH THEM ON THE POSSIBLE USE OF VISIT, UH, ARIZONA INITIATIVES, THE V A I GRANT FUNDS TO, UM, TO HELP.
SO HOPEFUL, WE'RE HOPEFUL THAT FUNDING, ADDITIONAL FUNDING FOR THIS AND SOME OF OUR OTHER PROJECTS WILL BE POSSIBLE THROUGH THEM.
YOU'LL SEE IN THE PACKET THAT THE FIRST PHASE OF THAT STRATEGIC PLANNING INCLUDES RESEARCH SURVEYING, STAKEHOLDER INTERVIEWS, TOWN HALL LISTENING SESSIONS, AND ULTIMATELY FURTHER INPUT AND PUBLIC DISCUSSION THROUGH THE TAB AND THROUGH THE CITY COUNCIL, WE WILL NOT DEVELOP OR ADOPT A TOURISM PROGRAM STRATEGIC PLAN WITHOUT ROBUST PUBLIC INVOLVEMENT.
UM, THIS IS GOING TO BE THE SAME FOR ALL THE BIG WORK EFFORTS, UM, THAT WE'LL BE PURSUING.
AND I THINK YOU'LL PICK UP ON THAT THEME THROUGHOUT THE COURSE OF THIS PRESENTATION.
THE NEXT COUPLE ITEMS, THE BRANDING AND THE MARKETING, UM, WE'RE GONNA HAVE, OUR TEAM MEMBERS ARE GONNA DIVE INTO THAT.
SO I'M GONNA SKIP THOSE FOR NOW AND JUST JUMP TO, UM, THE SUSTAINABLE TOURISM PLAN UPDATE.
SO ONCE WE HAVE THE HIGHER LEVEL STRATEGY WELL DEVELOPED AND HAVE COMPLETED SOME OF THAT BRANDING AND INITIAL MARKETING WORK, WE BELIEVE THE NEXT CRITICAL WORK ITEM TO COMPLETE IS A SUSTAINABLE TOURISM PLAN.
THIS MAY END UP BEING AN UPDATE TO THE 2019 S T P, OR IT MAY BE A COMPLETELY NEW START FROM SCRATCH PLAN.
THIS MIGHT BE AN OPPORTUNITY FOR CARIO TO CONTINUE THE WORK.
THEY'RE GONNA START AT THE STRATEGY LEVEL, OR MAYBE WE ENGAGE ANOTHER FIRM.
I THINK WE'RE STILL OPEN TO SEE WHERE THIS GOES AS WE GET A LITTLE CLOSER TO BEING READY TO PURSUE IT.
BUT THIS WOULD BE A MORE TACTICAL, MORE GRANULAR, UH, PLAN WITH GREATER EMPHASIS ON SPECIFIC STRATEGIES AND TACTICS.
UM, MORE SO ON THE MANAGEMENT SIDE OF THINGS, BUT, UM, WITH THE GOAL OF PROPERLY STEWARDING THE DESTINATION INTO THE FUTURE, THIS IS ANOTHER AREA THAT A O T HAS EXPRESSED INTEREST IN PARTNERING WITH US ON, PERHAPS WITH V A I FUNDING OR OTHER RESOURCES.
BUT THEY DEFINITELY SEEM INTERESTED IN THE IDEA OF CREATING THIS NEW MODEL, UM, EVEN AT THE STATE LEVEL FOR HOW DMM MEMOS THINK ABOUT MANAGING TOURISM.
UM, AND I, I THINK THEY BELIEVE THAT SEDONA COULD BE A LEADER, UH, IN THIS AND THE STATE LEVEL.
[00:40:01]
THAT WE'RE GONNA TALK ABOUT IS THE DATA.SO WE, WE KNOW, UM, YOU KNOW, WE'VE BEEN TALKING FOR A WHILE NOW ABOUT THE IMPORTANCE OF BEING DATA-DRIVEN.
SO WE HAVE SOUGHT OUT THE MOST STATE-OF-THE-ART POWERFUL DATA TOOLS WE COULD FIND TO HELP US UNDERSTAND WHAT'S HAPPENING IN THE MARKET AND BEYOND THE MARKET.
SO WE HAVE THE INFORMATION AND THE ANALYTICS THAT WILL BE FOUNDATIONAL TO INFORM ALL THE DECISIONS WE HAVE TO MAKE MOVING FORWARD.
SO I'M GONNA TALK ABOUT THE TWO KIND OF LARGEST SCALE PROJECTS ON THIS LIST, AND THE REST OF OUR TEAM WILL TOUCH ON SOME OF THESE OTHER THINGS LATER IN THE PRESENTATION.
BUT THE FIRST IS OXFORD ECONOMICS, TOURISM ECONOMICS SYMPHONY PLATFORM.
THIS IS AN INTELLIGENCE PLATFORM WITH A REALLY VAST, UH, DATA SETS INCLUDING LOCAL, INTERNAL AND THIRD PARTY DATA, BUT ALSO REGIONAL, NATIONAL, AND EVEN SOME INTERNATIONAL, UH, DATA THAT WILL BE AVAILABLE TO US.
THE PLATFORM CAN SYNTHESIZE, ANALYZE, INTERPRET, AND REPORT ON ALL THESE VARIOUS SOURCES OF INFORMATION.
INFORMATION AND ANALYTICS WE WILL ULTIMATELY USE TO DETERMINE HOW BEST TO MANAGE AND TO MARKET THE DESTINATION.
SO SOME OF THE DATA WE'LL HAVE ACCESS TO THROUGH THIS TOOL INCLUDES AIR TRAVEL, HOTEL AND SHORT-TERM RENTAL, BOOKING AND PERFORMANCE DATA, CREDIT CARD SPENDING, VISITOR DEMOGRAPHICS, WHERE VISITORS ARE COMING FROM, DISTRIBUTION OF DAY TRIP VERSUS OVERNIGHTERS, LENGTH OF STAY FOR OVERNIGHT VISITORS, SEASONALITY OF VISITATION AND TRENDS OVER TIME, REPEAT VISITORS IN-MARKET BEHAVIOR FROM GEOLOCATION, MOBILE DEVICE DATA DEMOGRAPHICS AND VISITATION BY 50 CUSTOMIZED POINTS OF INTEREST INCLUDING HEAT MAPPING AND REPORTS ON ORIGIN DESTINATION AND OTHER TRAVEL PATTERNS, WEB ANALYTICS, SOCIAL MEDIA MONITORING, VISITOR, ECONOMIC IMPACT ANALYSIS, FORECAST, AND PREDICTIVE ANALYTICS.
UM, SO THIS IS A, THIS IS A POWERFUL TOOL AND WE'RE LOOKING FORWARD TO LEARNING AND USING IT.
WE ALL JUST GOT OUR LOGINS, BUT WE ARE STILL IN THE IMPLEMENTATION PROCESS AND ADMITTEDLY, I HAVE NOT YET GAINED PROFICIENCY, UH, WITH THIS TOOL, BUT WE DID WANT TO DEMONSTRATE A BIT OF ITS FUNCTIONALITY FOR YOU SO YOU COULD ACTUALLY VISUALIZE WHAT WE'RE TALKING ABOUT.
SO WE HAVE CINDY DECKER, WHO IS OUR SYMPHONY CLIENT MANAGER JOINING US VIRTUALLY, AND SHE'S GOING TO RUN THROUGH A QUICK DEMO OF SEDONAS ACTUAL CUSTOMIZED SOFTWARE PLATFORM.
SO WHILE CINDY GETS READY, UH, WITH HER TO SHARE HER SCREEN WITH US, I JUST, I'D LIKE TO CAUTION COUNSEL ABOUT ASKING, UH, A TON OF QUESTIONS.
THIS IS, IT'S SUCH A ROBUST AND DYNAMIC TOOL AND YOU'RE GONNA SEE THINGS.
I MEAN, WE KNOW THAT WHAT DATA IS YOUR LOVE LANGUAGE, UH, FOR MANY OF YOU AND YOU'RE GONNA WANNA DIVE IN.
UM, I WOULD JUST PLEASE ASK THAT YOU DON'T DO THAT.
UH, THIS PARTICULAR, UM, EVENING, WE'VE GOT A TON THAT WE NEED TO COVER AND I AM MORE THAN HAPPY IF YOU WANNA GET TOGETHER OFFLINE, UM, OR EVEN POTENTIALLY GET, GET LOGINS AND EXPLORE THIS TOOL ON YOUR OWN.
UM, HAPPY TO ANSWER QUESTIONS, UH, AFTER THE PRESENTATION.
SO I'M NOT SAYING DON'T ASK CINDY ANYTHING, UM, BUT MAYBE WE CAN JUST HOLD THAT TO A MINIMUM IN, IN THE INTEREST OF, OF COVERING EVERYTHING ELSE WE HAVE TO COVER TONIGHT.
THANK YOU SO MUCH FOR THAT INTRODUCTION.
UM, IT'S A PLEASURE TO BE WITH YOU GUYS TODAY ALL THE WAY FROM TEXAS.
UM, BUT I'M GLAD TO BE HERE TO SHOW YOU WHAT THE TEAM, UM, IS WORKING WITH AND WE ARE EXPANDING ON THIS LITTLE BY LITTLE SHOULD HAVE, UM, QUITE A BIT OF DATA IN THE NEXT 30 DAYS FOR SURE.
BUT THERE'S ALREADY A MULTITUDE OF DATA THAT THEY HAVE ACCESS TO.
THE TEAM, UM, LIKE KAREN SAID, WILL HAVE ACCESS TO ADAS INFORMATION OR I 94 ARRIVAL INFORMATION TO UNDERSTAND VISITATION INTERNATIONALLY AND WHAT'S COMING INTO THE STATE AND INTO THE AREAS AROUND YOU TO KNOW WHICH COUNTRIES MAY BE DRIVING SOME OF INTERNATIONAL VISITATION BUREAU LABOR STATISTICS TO UNDERSTAND A LITTLE BIT MORE ABOUT THE LEISURE, UM, EMPLOYMENT OPEN TABLE, EVEN AS MUCH AS UNDERSTANDING RESTAURANTS, UM, MOVEMENT WITHIN THE AREA.
OXFORD ECONOMICS, UH, PROPRIETARY DATA, WHICH IS ALL ECONOMICS DATA, G D P GROWTH, UM, T S A INFORMATION, TRAVEL INTELLIGENCE, LOOKING AT, UH, TRAVELER BEHAVIOR, THE AMERICAN TRAVELER, AND THEN, UM, NATIONAL PARKS AND RECREATIONS.
[00:45:01]
FOR, UM, YOUR MARKET, WE HAVE BUILT OUT DASHBOARDS THAT GIVE YOU VERY SPECIFIC ECONOMIC AND LABOR MARKET FOR BUREAU LABOR STATISTICS WHERE THE AREA LODGING PERFORMANCE FROM YOUR HOTEL MARKET, UM, MARKETING PERFORMANCE IS COMING AND THE WEBSITE IS, UH, STILL IN THE WORKS.SO THERE'LL BE, UH, GOOGLE ANALYTICS AND INFORMATION THAT THE TEAM CAN USE TO MAKE DECISIONS AS FAR AS MARKETING IS CONCERNED.
UM, SOME, A FULL SUMMARY REPORT FOR THEM AND VISITOR INSIGHTS.
I'M GONNA JUMP INTO SOME OF THESE AND KIND OF JUST TOUCH ON THEM FOR YOU.
UM, BUT TO GIVE YOU AN IDEA OF SOME OF THE DATA THAT'S IN HERE, YOU HAVE QUICK ACCESS TO HOTEL LODGING DATA THAT IS COMING IN.
UH, THE TEAM HAS, UM, CHOSEN TWO LOCATIONS TO LOOK AT.
SO IT CAN QUICKLY BE LOOKED AT BY MONTH FOR THE MONTH, FOR THE LAST FEW YEARS HISTORICALLY, TO UNDERSTAND WHAT THE MARKET IS DOING, LOOKING AT OCCUPANCY, LOOKING AT REVPAR, SUPPLY DEMAND, ANY TREND CHANGES THAT ARE HAPPENING, UM, BACKWARDS, HOW YOU'RE DOING FOR THE MONTH IN SUPPLY, DEMAND, REVENUE AND REV ARE.
AND THEN YEAR TO DATE, UM, ALSO LOOKING AT, UH, SUB-MARKET.
SO UNDERSTANDING WITHIN THE MARKET HOW THE HOTELS ARE DOING, UH, SPECIFICALLY JUST THE TWO OF THEM SIDE BY SIDE.
AND AGAIN, THE TRENDS, UH, WERE THE TWO SUB MARKETS.
AND THEN AGAIN, LOOKING AT INFORMATION, UM, AND A TREND FOR ALL OF THEM.
SO AT A QUICK GLANCE, REALLY UNDERSTANDING WHAT'S HAPPENING WITH THE SUPPLY IN THE MARKET DEMAND AND REVENUE.
UM, AND WE'RE MEETING WITH THE TEAM, UM, PERIODICALLY OR ON A MONTHLY BASIS RIGHT NOW.
AND EVEN, UM, EVERY OTHER WEEK WE CAN MOVE TO, TO REALLY UNDERSTAND WHAT'S HAPPENING WITHIN THE MARKET FOR LODGING.
UM, WE ALSO HAVE INFORMATION FUTURE FORWARD LOOKING SO FORWARD LOOKING, REALLY UNDERSTANDING VARIATIONS OF THE DATA FOR THE MARKET FOR ARIZONA AS A STATE, SEDONA, AND THEN THE UNITED STATES, AND LOOKING AT JUST ROOMS SOLD.
THIS IS INFORMATION THAT IS LOOKING DIRECTLY INTO THE HOTEL'S ACTUAL RESERVATION SYSTEM AND SHOWING WHAT IS CURRENTLY RESERVED IN THE MARKET TO UNDERSTAND WHERE SOME OF THE TRENDS ARE OR WHERE SOME OF THE INCREASES ARE, UM, THAT MIGHT BE COMING OR SOME OF THE SHORTFALLS THAT MIGHT BE BE COMING.
IF THERE'S ANY DEMAND SHORTFALLS, YOU KNOW, LIKE ARIZONA RIGHT NOW SHOWING A SHORTFALL IN FEBRUARY WHILE SEDONAS ALREADY AHEAD OF PACE TO LAST YEAR.
UM, AGAIN, THE VISITOR INSIDES THE TEAM ALSO IS WE'RE LOOKING AT AIR PASSENGER INFORMATION, UM, CREDIT CARD SPENDING INFORMATION LOOKING AS FAR AS HOW MUCH CREDIT CARD SPEND IS IN THE MARKET, HOW MANY CREDIT CARDS HAVE BEEN SWIPED WITHIN THE MARKET.
AND I'M SORRY, IT'S A LITTLE SLOW TONIGHT.
UM, SO UNDERSTANDING HOW MUCH CREDIT CARD IS BEING, UH, SPEND IS HAPPENED AND THESE ARE SWIPES IN THE MARKET.
SO LODGING INFORMATION'S A LITTLE UNDERREPRESENTED.
MOST PEOPLE DON'T SWIPE THEIR CREDIT CARDS IN HOTELS ANYMORE.
UM, BUT IT DOES SHOW CARD HOLDERS THAT WERE IN THE MARKET TRANSACTIONS, UM, WHERE THEY'RE COMING FROM OR WHERE THEY WERE, UM, OR WHERE THE CREDIT CARD WAS FROM THEIR ACTUAL DEMOGRAPHIC INFORMATION BY AGE, BY INCOME.
UM, AND THEN AS FAR AS WORKING WITH PARTNERS IN THE AREA TO UNDERSTAND WHERE THE SPENDING IS GOING, UNDERSTANDING, IS IT, UM, RETAIL, IS IT FOOD AND BEVERAGE? UM, AGAIN, TRANSPORTATION AND ACTUALLY DOWN TO THE MERCHANT NAME TO REALLY UNDERSTAND ARE THEY EATING IN RESTAURANTS? ARE THEY, WHERE ARE THEY SHOPPING IF YOU WANTED TO DIG DOWN INTO RETAIL.
SO AGAIN, REALLY GETTING AN IDEA OF THE MOVEMENT VISITATION AND THE SPEND WITHIN THE MARKET TO, UM, MAKE MARKETING DECISIONS, UM, OR UNDERSTAND REALLY WHERE PEOPLE ARE COMING FROM WHILE THEY'RE IN MARKET AND WHERE THEY'RE SPENDING THE MONEY WHILE THEY'RE HERE.
THE OTHER THING THAT WE HAVE IS A LITTLE BIT MORE OF THE GLOBAL TRAVEL, SO REALLY STANDING FOR THE AREA, UM, HAVING INTERNATIONAL VISITATION AND WHERE IT'S COMING FROM FOR THE PHOENIX AREA.
BUT SOME OF THAT WE KNOW DOES TRANSFER OVER AND HEADS OVER INTO SEDONA.
SO WE WOULD GIVE THE, UH, TEAM AND UNDERSTANDING OF BY REGION WHERE THEY'RE TRAVELING TO, UM, OR FROM WHERE THEY'RE TRAVELING TO PHOENIX AND THEN ALSO BY COUNTRY.
SO IT'S MOSTLY NORTH AMERICA AND THEY CAN SEE THE SHARE THAT IS MEXICO, CANADA, AND THE UK.
AND AGAIN, COMBINED WITH SOME OF THE A TO 9 94 DATA, REALLY UNDERSTANDING IF THERE'S A GROWTH IN MEXICO, GROWTH
[00:50:01]
IN CANADA OR GROWTH IN THE UK TO SEE IF THERE CAN BE ANY TARGETING DONE TO THE INTERNATIONAL TRAVEL FOR THE MARKET.SOME OF THE OTHER THINGS THAT ARE COMING, UM, AGAIN, AS WAS MENTIONED, IS A RIGHT OR, UH, VISITATION INFORMATION FOR 50 POINTS OF INTEREST.
THAT DATA IS ACTUALLY BEING, UH, WORKED ON RIGHT NOW.
THERE'S A LOT OF INFORMATION COMING ON.
UM, THE POINTS OF INTEREST THAT WERE SELECTED BY THE MARKET, WHERE THE VISITORS ARE COMING FROM, UH, IS THERE DOMESTIC VISITATION, UM, AND THEN HOW LONG THEY'RE IN MARKET FOR LENGTH OF STAY, BUT THEN ALSO WHERE THEY GO.
ANY QUESTIONS? I KNOW I'M JUMPED THROUGH IT PRETTY QUICKLY, BUT I KNOW YOU'VE GOT A LOT TO COVER.
IF WE CAN KEEP THE QUESTIONS VERY SHORT, IF YOU DON'T MIND.
UH, ONE QUESTION IS, LIKE YOU WERE SHOWING THE CREDIT CARD SPEND DATA A MOMENT AGO.
WILL WE HAVE ANY, HOW, HOW MUCH OF A LOOK BACK WILL WE HAVE ON THAT? IS THAT JUST GO FORWARD OR HOW FAR CAN WE LOOK BACK? IT GOES BACK ONE YEAR ON THE CREDIT CARD DATA.
UM, I DON'T KNOW THAT WE CAN GET FURTHER THAN THAT, BUT YOU DO HAVE A YEAR AND THEN MOVING FORWARD IT WILL JUST CONTINUE TO ADD ON FROM THERE.
SO OBVIOUSLY THIS DATA WOULD BE VERY HELPFUL FOR OUR BUSINESS COMMUNITY, AND WE'VE TALKED ABOUT THIS BEING FOR THE COMMUNITY.
SO DOES THAT MEAN THAT ANY BUSINESS THAT WANTS TO GET ESSENTIALLY A VIEW ONLY, UH, LOGIN TO THE PLATFORM WOULD BE ABLE TO DO SO? SO THEY CAN DO THEIR OWN SELF-REPORTING BENCHMARK, HOW THEY'RE DOING RELATIVE TO THEIR PEER SET, THINGS LIKE THAT? I WOULD HAVE TO CHECK WITH CINDY IN TERMS OF THE LIMITATIONS ON HOW MANY ACTUAL LOGINS, UH, WE'RE ABLE TO, TO HAVE WITH, YOU KNOW, OUR SUBSCRIPTION.
UM, ONE, THE OTHER THERE IS, UM, THERE'S AGGREGATED SALES AND BED TAX INFORMATION IN HERE, SO NO BIG DEAL, BUT I THINK I WOULD HAVE TO, YOU KNOW, CONSULT WITH KURT AND SHERRY IN TERMS OF SOME OF THE CREDIT CARD SPEND.
DATA GETS PRETTY GRANULAR, LIKE DOWN TO INDIVIDUAL BUSINESSES AND HOW THEY CORRELATE.
SO WE WOULD JUST MAKE SURE THAT THERE'S NOTHING PROPRIETARY, UM, THAT WE, WE SHOULDN'T BE DISTRIBUTING PUBLICLY.
BUT OTHERWISE, UH, YOU KNOW, I'D BE HAPPY TO, UM, TO, TO SEE IF THAT'S A POSSIBILITY.
UM, MAYBE EVEN WITH ONE GENERIC BUSINESS LOGIN OR SOMETHING LIKE THAT WITH A, WITH A SPECIFIC VIEWS.
ANY OTHER QUESTIONS? I HAVE A VERY SIMPLE, ALSO QUICK QUESTION WITH THE CREDIT CARD, UH, DATA.
CAN YOU JUST PULL UP BY, UH, ZIP CODE WHERE EACH TRANSACTION COMES FROM SO WE KNOW WHERE PEOPLE ARE TRAVELING FROM AND MAKING TRANSACTIONS IN THE, IN THE CITY? WE, WE DO.
IT DOES GIVE YOU, UM, ORIGIN MARKET, NOT BY ZIP CODE, BUT BY, UM, D M A.
WHERE THE CREDIT CARD IS, IT WAS CAME FROM.
AND THAT'S, THAT'S SOMETHING WE COULD GET BY THE YEAR.
I, I WOULDN'T EXPECT IT, YOU KNOW, MORE THAN THAT, BUT IT WOULD BE BETTER.
SO WE KNOW WHERE PEOPLE ARE COMING FROM DURING DIFFERENT SEASONS, UH, AND I BELIEVE IT GETS EVEN MORE SPECIFIC TO THAT, THAT WE COULD QUERY BY SPECIFIC TIME PERIODS FOR THAT INFORMATION.
AND IT DOES GIVE THE LOCATION OF THE CREDIT CARD WHERE THEY'RE COMING FROM.
BUT IT ALSO, I THINK CINDY HAD MENTIONED, UH, INCLUDES DEMOGRAPHIC INFORMATION, HOUSEHOLD INCOME, AND OTHER THINGS THAT WILL INFORM I THINK OUR AT LEAST STRATEGIES AROUND THINGS LIKE TARGET MARKETING.
THIS IS REALLY MORE TO THE CREW THAN IT IS, UM, TO CINDY.
SO, UM, ONE OF THE THINGS I'VE NOTICED AROUND TOWN IS THAT IT, IT BECOMES MORE LIKELY OR INCREASINGLY LIKELY THAT VISITORS MIGHT START USING CASH OR CHECKS AS PEOPLE ARE CHARGING THREE AND A HALF PERCENT OR MORE FOR USE OF A CREDIT CARD.
AND, UM, DOES THE CREW HAVE ANY CONCERNS OVER WHETHER OR NOT THERE MIGHT BE A GROWING GAP IF WE'RE ONLY BEING ABLE TO LOOK AT CREDIT CARD DATA OR CREDIT CARD SPEND? IF PEOPLE ARE NOW STARTING TO SPEND, UM, WITH OTHER FORMS OF MONEY? I DON'T HAVE ANY CONCERNS ABOUT THAT.
AND THE REASON WHY IS BECAUSE WE UNDERSTAND THAT FOR ALMOST ALL OF THESE
[00:55:01]
DATA SOURCES, WE ARE LOOKING AT A SAMPLE.SO DO I THINK THAT, THAT WE'RE GOING TO MOVE TOWARDS CASH AND LESS TOWARDS CREDIT CARDS? I REALLY DON'T THINK SO, BUT EVEN SO, WE WILL BE ABLE TO HAVE INFORMATION THAT IS REPRESENTATIVE, I THINK OF EVEN, UM, YOU KNOW, OTHERS THAT MIGHT NOT BE USING THE CREDIT CARDS BECAUSE IT IS STILL A SAMPLE REGARDLESS.
ONE, JUST TO BE CONSISTENT WITH, IF, IF WE CAN KEEP THE QUESTIONS TO LIKE ONE OR TWO, NOT A COUPLE.
I HAD SAID A COUPLE QUESTIONS THERE.
UM, SO TO BE CONSISTENT WITH QUESTIONS WE'VE ASKED IN THE PAST, FIRST TIME I'VE SEEN THIS DATA, YOU, WE SAW THE PREVIEW OF THE LODGING DATA, HOTELS, SHORT-TERM RENTALS, BOTH INCLUDED SEPARABLE, WHAT DO WE PREDICT THE FUTURE TOOL WE'LL HAVE? SO, UH, I'LL TRY TO, TO ANSWER THIS AND THEN CINDY, IF I MISS ANYTHING, UM, PLEASE ADD ON.
BUT WE DO, WE WILL HAVE THE SMITH TRAVEL RESEARCH DATA.
UM, WE'VE, WE'VE HAD THAT, UM, THROUGH OUR CONTRACT WITH THE CHAMBER FOR MANY YEARS.
WE WILL ALSO HAVE KEY DATA, WHICH IS THE SHORT TERM RENTAL DATA THAT INCLUDES THE, THE OCCUPANCY.
UM, AND WE HAVE A D R THROUGH OUR OWN PLATFORMS. BUT YEAH, THAT WILL BE INCORPORATED IN HERE.
AND THEN THE OTHER THING THAT CINDY HAD MENTIONED THAT WE HAVEN'T HAD IN THE PAST THAT WE WILL NOW HAVE THROUGH THIS TOOL IS SOMETHING CALLED AMADEUS, WHICH GOES DIRECTLY INTO THE BOOKING SYSTEMS AND IS ABLE TO, UM, TO SH TO SHOW US THAT'S WHAT HAPPENS IN FUTURE.
WHAT'S, WHAT'S IN THE BOOKING SYSTEMS FOR FUTURE, UM, RESERVATIONS AND THINGS.
HOW FAR OUT ARE PEOPLE MAKING RESERVATIONS? WHAT IS IT LOOKING LIKE, UM, TO ADDITIONALLY INFORM SOME OF, UH, THE DECISIONS WE'LL MAKE.
MY SECOND QUESTION WAS, LOVE THE DATA.
IT'S GONNA BE FUN, BRIAN, TO RIP THROUGH THE TOOL WITH YOU SOMEDAY AND, AND MELISSA JUST TO REALLY SEE WHAT'S IN THERE.
UH, BUT LIKE A LOT OF DATA TOOLS, EFFECTIVE DATA TOOLS HAVE A DASHBOARD LEVEL, ENTRY LEVEL THAT KIND OF CONSOLIDATES SOME STUFF OR REPORTS EITHER WITH GREEN, YELLOW, RED, OR I PREFER KIND OF A SPEEDOMETER SORT OF THING, SHOWING WHERE YOU'RE HOPING THEY'RE GONNA BE TO SEE IF YOU'RE OVERDR OR UNDER DRIVING.
IS THERE GOING TO BE A DASHBOARD LAYER IN THIS TOOL? YEAH.
AND CINDY, DO YOU WANNA COVER THAT? HOW THE TABLEAU DISPLAYS, UM, THE INFORMATION? THERE'LL ALSO BE REPORTING AND ONE OF THE OTHER THINGS THAT, UH, TOURISM ECONOMICS DOES FOR US IS DOES EXECUTIVE SUMMARIES OF THE INFORMATION SO THAT THEY ARE INTERPRETING AT LEAST SOME OF IT FOR US, UM, AT, AT A BASIC LEVEL.
BUT I'LL LET CINDY, UM, EXPAND ON THAT.
UM, YEAH, SO THE PLATFORM IS WORKING ON, UM, A TABLEAU BASED, UM, SO WE WILL BE ABLE TO CUSTOMIZE ANYTHING THE TEAM NEEDS.
IF THERE ARE, UH, SPECIFIC GOALS ON, UM, MOBILE LOCATION DATA OR VISITATION OR SPECIFIC GOALS THAT ARE SET ON INDEXES OR GOOGLE ANALYTICS OR IMPRESSIONS, ANYTHING LIKE THAT, WE WILL BE ABLE TO PUT THOSE MEASUREMENTS IN HERE AND IT WILL GAUGE THEM FOR YOU, LIKE YOU JUST MENTIONED.
UM, BUT WE HAVE BUILT A SHORT EXECUTIVE SUMMARY BASED ON SOME, UM, JUST MEASUREMENTS THAT WE FELT WERE IMPORTANT.
WE TALKED TO THE TEAM AND LOOKED AT THESE SPECIFICALLY AND AS WE MOVE FORWARD, WE'LL EITHER CONTINUE THESE MEASUREMENTS OR CHANGE THEM, BUT THIS EXECUTIVE SUMMARY IS LOOKING AT OCCUPANCY, HOTEL REVENUE, AIRPORT THROUGHPUT, AND LEISURE AND HOSPITALITY.
WE DID HAVE SOME CON, UM, CONVERSATIONS ABOUT AIRPORT THROUGHPUT AND WHAT IS PULLING IN HERE.
SO SOME OF THESE AGAIN MIGHT CHANGE.
UM, WE GO THROUGH OXFORD ECONOMICS OR TOURISM ECONOMICS AS AN OXFORD ECONOMICS COMPANY, GOES THROUGH WITH OUR, UM, UH, ECONOMIST AND MAKES COMMENTS, LOOKS AT THE MARKET OVERALL AND MAKES COMMENTS ON IT ON A MONTHLY BASIS BASED ON THE TRENDS THAT WE SEE.
UM, AND THEN BREAKS DOWN EACH OF THE SECTIONS FOR LODGING.
UM, AND AGAIN, KEY DATA WILL BE ADDED IN HERE, UM, TO SHOW THE SHORT TERM RENTALS AND YOU WILL HAVE AN AGGREGATE OF BOTH IN THIS SECTION.
UM, AND THEN BENCHMARKING AGAIN IS LOOKING AT THROUGHPUT INFORMATION FOR THE PHOENIX AIRPORT AS WELL AS JOBS AND HOSPITALITY FOR THE M SS A BASED ON THE BUREAU OF LABOR STATISTICS AND MEASURING, AGAIN, TREAD LINES COMPARATIVELY TO OTHER YEARS.
YOU CAN SEE GROWTH OR CHANGES IN THE MARKETS, UM, AND TWO
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COMPARATIVE THROUGHPUT FOR OTHER MARKETS AROUND YOU, UM, AS WELL AS SOME NATURAL PARKS INFORMATION.AND AGAIN, ALL OF THIS IS CUSTOMIZABLE.
SO THIS IS SOME OF THE INFORMATION THAT WAS ORIGINALLY PUT IN HERE.
UM, WE'VE TALKED ABOUT SOME OF THE MEASUREMENTS AND SOME OF THIS WILL EVOLVE, BUT THAT GIVES YOU THAT, THOSE MEASUREMENTS OF, TO YOUR POINT, UM, KIND OF A GAUGE OF LOOKING AT VERY SPECIFIC KPIS.
UM, AND THE TEAM IS ABLE TO QUICKLY EXPORT THIS AND SEND IT OUT.
UM, AND THEN EVENTUALLY WE CAN CUSTOMIZE SOMETHING MORE SPECIFIC TO THE MARKET IF IT WANTED, IF WE WANTED TO MAKE IT PUBLIC FACING, WE CAN DO THAT AND IT CAN BE EMBEDDED ON THE WEBSITE FOR ACCESS AT A LATER DATE.
WELL, I WORE MY SHORT SLEEVES TODAY SO I COULD DIG INTO THE DATA, BUT BECAUSE THE MAYOR ADMONISHED US TO BE SHORT, I WON'T SO WELL, YOUR QUESTIONS COULD BE ASKED AS THE MANAGER AT ANY TIME.
LAUREN, YOU HAD, UH, SOMETHING YOU WANTED TO JUMP IN? I JUST WANNA ACKNOWLEDGE THAT HOLLY SET HER HAND UP THE VICE MAYOR.
HOLLY, YOU I CAN'T, I COULDN'T SEE 'CAUSE THE SCREEN IS YOUR, YOUR PORTION OF THE SCREEN IS REALLY REDUCED.
I COULDN'T SEE, BUT YOU HAVE SOMETHING TO ASK.
ARE YOU TALKING TO ME, SCOTT? IT'S REALLY HARD TO HEAR YEAH.
DID YOU HAVE YOUR HAND RAISED THAT YOU WANTED TO ASK A QUESTION AS WELL? UH, MOST OF MY QUESTIONS WERE ALREADY ASKED AND ANSWERED.
I JUST WANNA SAY THAT IN MY FORMER EMPLOYMENT, WE USE CATALOG AND IT'S A VERY RICH AND FLEXIBLE TOOL.
SO I'M GLAD TO SEE THAT IT'S PART OF THIS, UM, PLATFORM AND I, I JUST CAN'T WAIT FOR THIS TO BE POPULATED.
ARE YOU GOING TO BE SUPPLYING THIS DATA THROUGH A SERVICE CONTRACT OR IS IT AN EXPECTATION THAT OUR TEAM WILL BE USING THE RESOURCE AND DOING IT THEMSELVES? WILL THERE BE A TRANSITION PERIOD? HOW IS THAT GONNA WORK? IS IS THAT A, IF THAT'S A QUESTION DIRECTED TOWARDS US, WE CAN START AGAIN.
UH, SO WE WILL, RIGHT? INITIALLY IT WILL AT LEAST BE A HYBRID.
SO CINDY TALKED ABOUT THE CUSTOM ANALYTICS THAT ONCE WE UNDERSTAND HOW WE WANNA USE THE TOOL, THEY CAN BUILD STANDARDIZED DASHBOARDS AND REPORTS FOR US THAT WILL MAKE IT EASY TO INTERPRET THE DATA.
THEY ALSO, ONCE A MONTH, THEIR ECONOMISTS ARE LOOKING AT THE DATA WITHIN OUR PLATFORM AND THEY'RE CREATING EXECUTIVE SUMMARIES FOR US.
SO SOME OF THAT IS GONNA BE AUTOMATIC AND ONGOING AS WE DIVE IN FURTHER TO KIND OF THE, THE USING THE POWER OF THIS TOOL.
IN FACT, LAUREN AND I JUST RECENTLY TALKED ABOUT THE FACT THAT WE ARE GOING TO HAVE, WE'VE GOT A COUPLE ADDITIONAL TOURISM, UH, POSITIONS THAT WE'LL BE HIRING.
AND IT WOULD BE NICE TO GET SOMEONE WHO CAN, CAN DELVE INTO THIS, UH, A LITTLE BIT DEEPER THAN WHAT I THINK ANY OF US WILL BE ABLE TO DO INITIALLY, AT LEAST INITIALLY.
SO WE WILL HAVE, THERE'S, THERE'S LOTS OF SUPPORT THROUGH THE SYMPHONY ECONOMIST TEAM.
THE ABILITY TO CUSTOMIZE AS WELL AS I, I THINK THAT WE ACKNOWLEDGE THAT WITH EVERYTHING AVAILABLE TO US, WE WOULD NOT BE TAKING FULL ADVANTAGE OF THE RESOURCE IF WE DIDN'T HAVE SOMEONE ON STAFF WHO COULD GAIN, GAIN SOME EXPERTISE IN, IN USING THE TOOL.
AND JUST TO ADD TO THAT, UM, MY ENTIRE POSITION WAS ACTUALLY ADDED JUST THREE MONTHS AGO.
UM, I WAS PREVIOUSLY SIX YEARS WITH VISIT HOUSTON IN THAT POSITION OF RESEARCH, I WAS VICE PRESIDENT OF BUSINESS INTELLIGENCE FOR VISIT HOUSTON AND I SPENT 25 YEARS IN THE HOTEL INDUSTRY AS A REVENUE LEADER WITH MARRIOTT HOTELS ALL AROUND THE COUNTRY.
UM, SO I WAS ADDED AS THAT INSIGHTS, UM, PERSON FOR, UM, CLIENTS LIKE YOURSELF WHERE WE CAN MEET ON A WEEKLY, BIWEEKLY, OR MONTHLY BASIS, UM, TO GO THROUGH THE DATA, ANALYZE WHAT'S HAPPENING, REALLY GIVE YOU A DEEP INSIGHT OF WHAT'S WHAT'S GOING ON IN THE MARKET OR OUR VIEW, AND THEN GUIDE YOU THROUGH THE TOOL TO WHAT CAN BE USED TO ANSWER SOME QUESTIONS THAT MIGHT BE COMING UP.
UM, AND LIKE KAREN MENTIONED, AND I CAN SHOW A QUICK, UM, VISUAL OF THIS, BUT THIS IS JUST AN EXAMPLE OF A MARKET CAME TO US AND SAID, WE WANT SOMETHING THAT CAN BE PUBLIC FACING.
CAN YOU CUSTOMIZE SOME OF THIS STUFF SO THAT WE CAN JUST GO INTO ONE DASHBOARD AND SEE IT ALL? UM, AND WE JUST CUSTOMIZE THIS FOR THAT MARKET WITH TRAVEL INTELLIGENCE THAT THEY ALREADY HAD ACCESS TO FROM THE, UH, AMERICAN TRAVELER SURVEYS, FROM THE US TRAVEL RECOVERY TRACKER, WHICH IS ALSO PROPRIETARY INFORMATION, AND THEN THEIR OWN, UM, HOTEL LODGING, VISITOR INSIGHTS AND AIRPORT
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INFORMATION SO THEY CAN MAKE THIS ACCESSIBLE IN LIKE ONE SIMPLE REPORT TO USE.SO THERE'S A LOT OF FLEXIBILITY WITH THE TOOL AND THAT'S WHAT WE'RE HERE FOR IS TO NOT ONLY GUIDE YOU THROUGH HOW TO USE THE TOOL, BUT HELP YOU AS AN INSIGHTS PERSON TO SAY, HEY, THIS DATA'S GOOD FOR THIS, OR THIS QUESTION CAME UP, HOW CAN WE ANSWER THAT QUESTION? AND THEN RECREATING SOME OF THE DATA OR USING THE CURRENT DATA, YOU HAVE TO ANSWER SOME OF THOSE QUESTIONS.
UH, THIS IS VERY EXCITING AND I CAN'T WAIT FOR MORE DATA.
WE ALL LOVE IT AND, AND WE NEED TO USE DATA TO MAKE REALLY GOOD DECISIONS.
OKAY, JESSICA, KATHY, EITHER QUESTIONS? I'M FINE, THANK YOU.
SO THE, THE OTHER DATA EFFORT THAT I WANTED TO HIGHLIGHT IS OUR TOURISM TRAVEL PATTERNS ANALYSIS STUDY.
SO WE'VE ENGAGED A TEAM OUT OF KIMLEY HORN'S, UH, KANSAS CITY OFFICE WHO HAVE EXPERTISE IN ANALYZING MOBILE DEVICES AND CONNECTED VEHICLE DATA.
AND IN OUR CASE, THOSE SOURCES WILL BE SUPPLEMENTED WITH THINGS LIKE HOTEL DATA AND SALES TAX AND WASTEWATER FLOW DATA AND TRANSIT RIDERSHIP, UM, TO JUST TO, TO COMPLIMENT AND, AND VALIDATE AND RECONCILE THE DATA SOURCES THAT THEY'RE PROVIDING, WHICH IS THROUGH THE STREETLIGHT AND THE REPLICA.
WE'VE KIND OF TALKED ABOUT THAT IN A PREVIOUS MEETING, BUT THIS WILL LOOK SPECIFICALLY AT 2019 AND 2021 TO DETERMINE TOTAL VISITORS BY YEAR AND BY SEASON DAY TRIP VERSUS OVERNIGHT LENGTH OF STAY HOME LOCATIONS OF VISITORS BY LENGTH OF STAY AND ORIGIN DESTINATION AMONGST SOME OF THE OTHER THINGS THAT IS FULLY DESCRIBED IN THE CONTRACT THAT YOU HAVE IN YOUR PACKET.
UM, BUT THIS STUDY SHOULD ULTIMATELY ANSWER THE PROVERBIAL QUESTION OF HOW MANY VISITORS DO WE GET? UH, IS IT 3 MILLION? IS IT 4 MILLION? UM, AT LEAST FOR 2019, WHICH IS WHAT WE'RE USING AS THE BASELINE OR PRE C O V I YEAR AND 2021, WHICH WE BELIEVE WAS THE PEAK OF OUR OVER VISITATION.
SO, UM, WE'LL BE LOOKING AT WHICH OF THESE ANALYSES MIGHT BE REPEATABLE INTO THE FUTURE.
WE'RE UNSURE ABOUT THAT GIVEN THE, THE RECENT CHANGES TO THE AVAILABILITY OF CELL PHONE DATA AND KIND OF THE LIMITATIONS AROUND THAT.
UM, THAT DID NOT EXIST IN 2019, IN 2021, BUT WE'LL UNDERSTAND THAT POTENTIAL BETTER AS WE MOVE ALONG THROUGH THIS STUDY PROCESS, WHICH HAS ALREADY STARTED.
PART OF THE SCOPE OF WORK FOR THIS ENGAGEMENT IS, UM, TO INCLUDE AN IN-PERSON PRESENTATION OF THE FINDINGS TO COUNCIL BY THE KIMLEY HORN PROJECT MANAGER.
SO WE'LL BE SCHEDULING THAT PROBABLY IN A COUPLE OF MONTHS AS WE GET CLOSER TO THE COMPLETION OF THAT STUDY EFFORT.
AND THAT'S ALL I'M GOING TO COVER ON DATA.
UH, MORE TO COME AND I'LL PASS, UH, IT ALONG TO KEEGAN TO TALK ABOUT TRAVEL INDUSTRY AND BUSINESS DATABASE.
MR. MAYOR, VICE MAYOR, COUNSELORS, GOOD EVENING.
WE'RE GONNA TAKE A DEEP DIVE INTO THE PROFESSIONAL TRAVEL INDUSTRY AND OUR BUSINESS DATABASE, WHICH WE'VE BEEN CREATING FOR ABOUT 90 DAYS.
AS OF JULY ONE, WE BECAME RESPONSIBLE FOR HANDLING LEADS FOR THE PROFESSIONAL TRAVEL INDUSTRY, RECEIVING BOTH DIRECTLY AND THROUGH THE ARIZONA OFFICE OF TOURISM, A O T.
THE PROFESSIONAL TRAVEL INDUSTRY INCLUDES VARIOUS TYPES OF MEDIA SALES MEETING AND THE TRAVEL TRADE SECTOR, BUT TODAY WE'RE REALLY GONNA TALK ABOUT MEDIA AND TRAVEL TRADE.
WE'RE RESPONSIBLE FOR CRAFTING AND CONTROLLING THE MESSAGE FOR THE PROFESSIONAL TRAVEL INDUSTRY CENTERED AROUND SUSTAINABILITY, RESPONSIBLE VISITATION, RESPECTING SEDONA, TRAVELING LIKE A LOCAL, AND USING PUBLIC TRANSIT.
UH, WE'RE GOING TO KEEP ON THE BANDWAGON OF MIDWEEK AND OFF PEAK SEASON TRAVEL AS OUR GOAL.
UM, HEATHER'S HERE, SO SHE'S GOING TO BE GIVING US AN OVERVIEW OF THE MEDIA AND TRAVEL TRADE LEADS THAT WE'VE RECEIVED SO FAR.
SO I JUST WANTED TO GIVE A HIGHLIGHT OF SOME OF THE LEADS THAT WE'VE RECEIVED.
SO WE'VE RECEIVED QUITE A FEW FROM THE ARIZONA OFFICE OF TOURISM.
IN TERMS OF MEDIA, IT'S A LITTLE BIT SLOWER OVER THE SE OVER THE SUMMER SEASON, BUT THAT'S TYPICAL BECAUSE IT'S WARMER.
AND THIS SUMMER WAS KIND OF AN EXCEPTION BECAUSE IT WAS WARMER THAN USUAL.
SO OUR MEDIA REQUESTS WERE MUCH SLOWER THAN
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NORMAL, BUT THEY ARE PICKING UP FAST AND FURIOUS JUST THIS WEEK.IN FACT, JUST YESTERDAY WE RECEIVED A REQUEST FROM A A R P ASKING FOR AN ONLINE PIECE SPECIFIC TO GIRLFRIEND'S GETAWAYS.
AND WE SENT THEM A SLEW OF IDEAS.
AND WHAT WAS REALLY NICE WAS THEY WERE VERY OPEN TO THE IDEA OF, OF WRITING THE STORY AND FOCUSING ON SUNDAY THROUGH THURSDAY VISITATION.
AND WE HAVE A LOT OF GREAT PROPERTIES IN THE AREA THAT ARE OFFERING SOME PACKAGES THAT HAPPEN TO FALL UNDER THAT SAME DESCRIPTIVE.
SO WE WERE ABLE TO SEND A LONG LIST OF MEDIA OPTIONS FOR LODGING AS WELL AS ACTIVITIES INCLUDING WINE TASTING AND PERMANENT JEWELRY MAKING THE SEDONA ART CENTER FOR PRIVATE ART CLASSES.
SO SHE RESPONDED AND SAID, OH MY GOODNESS, I CAN'T BELIEVE YOU HAVE SO MANY THINGS GOING ON.
SO THAT'S JUST ONE EXCITING OPTION.
AAA VIA MAGAZINE HAS REQUESTED FROM THREE DIFFERENT CONTACTS AT AAA VIA, ONE WAS THE PHOTO EDITOR ASKING FOR FALL CHANGING LEAVE COLORS.
AND THEN THE OTHER ONE WAS, UH, THE ACTUAL EDITOR HERSELF.
SHE'S ACTUALLY COMING TO SEDONA IN OCTOBER AND HAS ARRANGED HER OWN LODGING AND WILL BE FOCUSING ON EVERYTHING THERE IS TO DO IN SEDONA, BECAUSE SHE HASN'T BEEN TO VISIT FOR QUITE A FEW YEARS.
SO SHE'S REACQUAINTING HERSELF WITH IT AND GOING TO BE IN TOWN TO RIDE THE SHUTTLE AND EXPERIENCE OUR SHUTTLE TRANSPORTATION AND REALLY FOCUS ON THAT SUSTAINABLE RESPONSIBLE VISITATION.
SO THE MEDIA CONTACTS AND OPPORTUNITIES ARE COMING IN REALLY QUICKLY.
AND THE TRAVEL TRADE, I WOULD ACTUALLY HAPPEN TO BE ON A MICROSOFT TEAMS CALL TODAY WITH THE ARIZONA OFFICE OF TOURISM FOR A NEW OPPORTUNITY WITH AMERICAN TOURS INTERNATIONAL.
THEY WORK WITH ABOUT 30,000 DIFFERENT OPERATORS, UM, THROUGHOUT THE WORLD, AND THEY FOCUS ON THE UK AS THEIR NUMBER ONE MARKET.
UNITED STATES IS SECOND, AND THEN PARIS, GERMANY, IT, IT GOES FROM THERE.
BUT THE NICE THING THAT THEY'RE OFFERING THROUGH THE ARIZONA OFFICE OF TOURISM IS FOR DESTINATIONS LIKE OURSELVES TO PARTNER WITH THEM.
AND THEY GAVE A SUMMARY OF HOW MANY ROOMS HAVE BEEN BOOKED IN SEDONA JUST SINCE THE BEGINNING OF THE FISCAL YEAR, AND THE DOLLAR AMOUNT THAT THAT'S BROUGHT IN.
SO COMPARED TO THAT BASELINE OF 2019, AND THEN TO NOW, JUST THIS YEAR, THEY'VE BROUGHT IN ABOUT $87,000 WORTH OF ROOM REVENUE.
THAT'S JUST FOR F I T, JUST FOR THE INDIVIDUAL TRAVELER, NOT FOR THE GROUP SEGMENT THAT'S COMING IN.
WHAT I LIKE ABOUT A T I AND WE'LL ALL LEARN IN THE TRAVEL TRADE INDUSTRY IS THAT EVERYTHING IS MEASURABLE.
WE CAN TELL EXACTLY HOW MANY PEOPLE BOOKED A ROOM AND WHAT THE REVENUE WAS FOR OUR DESTINATION SPECIFICALLY.
SO IN A PROGRAM LIKE THIS, THERE IS A PAY TO PLAY SITUATION WITH IT, BUT WHEN YOU PARTNER IT WITH UP TO NINE OTHER DESTINATIONS ACROSS THE STATE OF ARIZONA, THEY'RE LOOKING FOR 10 DESTINATIONS TO PARTNER WITH.
THEY DIVIDE THAT COST UP, INCLUDING WITH THE ARIZONA OFFICE OF TOURISM TO HAVE A VERY FOCUSED ARIZONA SEGMENT ON THEIR WEBSITE.
THEN IT'S TARGETED BY DESTINATION.
SO WHEN SOMEONE BOOKS A PROPERTY IN SEDONA WHO HAS A PARTNERSHIP WITH A T I AND THEIR TRAVEL AGENTS, WE GET A FULL REPORT THAT TELLS US EXACTLY HOW MANY ROOMS WERE BOOKED AND EXACTLY HOW MUCH REVENUE WAS GENERATED.
SO TALK ABOUT HAVING THOSE KEY PERFORMANCE INDICATORS, YOU KNOW, WHAT YOUR INVESTMENT IS WORTH.
SO HAVING OPPORTUNITIES LIKE THIS IS SOMETHING THAT WE'RE DEFINITELY GOING TO BE FOCUSING ON AND WELCOMING, AND THERE'S A WHOLE LOT MORE OF THEM COMING IN.
ANOTHER THING THAT WE'RE TAKING ADVANTAGE OF IS THE TRAVEL TRADE OPPORTUNITIES WITH ARIZONA OFFICE OF TOURISM TO TRAVEL WITH THEM.
SO YOU'LL SEE SHORTLY IN THE ARIZONA OFFICE OF TOURISM CO-OP PROGRAM, UH, TRAVELING WITH THEM TO DIFFERENT DESTINATIONS LIKE GERMANY, FOR EXAMPLE.
THEY DO A GERMAN TRAVEL TRADE TOUR IN NOVEMBER, AND SEDONA IS SIGNED UP TO PARTICIPATE IN THAT.
I ACTUALLY HAPPEN TO REPRESENT MY OTHER DESTINATIONS WHEN I GO.
SO SEDONA PAYS FOR THAT TRAVEL, WHICH IS UNDER $2,000 TO SIGN UP TO PARTICIPATE WITH YOUR IN OFFICE OF TOURISM.
BECAUSE I'M REPRESENTING ALL OF THE OTHER DESTINATIONS.
I GET EQUAL FAIR TIME TO REPRESENT SEDONA ALONG WITH THESE OTHER DESTINATIONS.
AND THEN ALL THE TRAVEL EXPENSES ARE SPLIT AMONGST THOSE DESTINATIONS BECAUSE SEDONAS ALREADY PAID THE FEE.
SO IT'S THE BEST BANG FOR YOUR BUCK TO GET THAT REPRESENTATION RIGHT THERE IN FRONT OF
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THE GERMAN TRADE OPPORTUNITIES TO BE ABLE TO GO AND PITCH THEM AND TALK TO THEM INDIVIDUALLY, PROMOTE YOUR DESTINATION, YOUR PROPERTIES, AND ENCOURAGE THEM TO EITHER EXTEND THEIR TRIPS IF THEY ONLY HAVE SAY A, A ONE NIGHT STAY ON THEIR ITINERARY, MAKING IT A LONGER STAY ON THEIR ITINERARY.OR IF THEY DON'T HAVE A AN OVERNIGHT STAY AND IT'S JUST A DAY TRIP, WHAT CAN WE DO TO GET THEM TO HAVE AN OVERNIGHT LOCATION? SO THERE'S LOTS OF OPPORTUNITIES JUST LIKE THAT IN TERMS OF PARTICIPATING AND PARTNERING WITH THE ARIZONA OFFICE OF TOURISM.
UH, HEATHER, JUST HOLD ON ONE SECOND.
THIS IS, THIS IS REALLY EXCITING.
ONE OF THE THINGS THAT I, I THINK I, I KNOW I HAVE, AND I THINK MY COLLEAGUES HAVE PREVIOUSLY BEEN ASKING FOR WAS HOW TO LINK THE, THE LEADS TO THE BOOKINGS.
AND I JUST WANNA MAKE SURE THAT I UNDERSTOOD YOU CORRECTLY AND JUST GET IT CLARIFIED.
'CAUSE IT SOUNDS LIKE YOU'RE GONNA HAVE A DIRECT LINE OF COMMUNICATION THAT YOU'RE GONNA UNDERSTAND WHAT LEAD DEVELOPED INTO WHAT BOOKING.
SO IS THAT RIGHT? YEAH, SPECIFICALLY WITH THE A T I, WE DEFINITELY DO, RIGHT? WHEN IT COMES TO GOING TO THESE EVENTS, LIKE IN GERMANY, WE WOULD BE VISITING THREE DIFFERENT CITIES, HAMBURG, BERLIN, AND FRANKFURT.
WHEN WE'RE THERE, WE MEET AND FACE-TO-FACE HAVE THESE CONVERSATIONS, WE BRING BACK THOSE LEADS, SO WE WOULD THEN MATCH THEM WITH DIFFERENT PROPERTIES, ACTIVITIES, ATTRACTIONS, ALL OF THAT.
AND THERE'S GOING TO BE AN EXPECTATION WHEN WE REACH OUT TO, SAY A PROPERTY OR AN ATTRACTION AND WE SAY, WE HAVE THIS PERFECT FIT.
THEY WOULD LIKE TO BOOK OR KNOW THAT THEY CAN BOOK THIS MANY TOURS, THIS MANY OVERNIGHT STAYS IN A CALENDAR YEAR.
BY WORKING WITH THESE BUSINESSES IN SEDONA, THERE'S GONNA NEED TO BE A RECIPROCAL RELATIONSHIP HERE.
WE BUILD THAT RELATIONSHIP BY SAYING, LOOK, WE'RE GIVING YOU THESE LEADS.
ALL WE ASK IN RETURN IS IF YOU CAN LET US KNOW WHAT WAS THE TANGIBLE ON THAT? HOW MANY ROOM NIGHTS DID THAT BOOK? HOW MANY, HOW MANY TOURS DID THAT BOOK? AND THEN WE HAVE THAT MEASURING SYSTEM TO GO FROM THERE.
THE MATCHING WAS, I THINK, A PIECE THAT WAS PREVIOUSLY MISSING.
SO I'M REALLY EXCITED BY HAVING THAT TOGETHER.
AND ALSO, SO THAT'LL ALSO ALLOW US TO UNDERSTAND THE TIMING THAT WE KNOW A A, A LEAD GENERATED HERE AND A BOOKING GENERATED HERE.
SO WE'LL ACTUALLY BE ABLE TO SEE THE RIGHT TIMING FOR WHEN TO MARKET TO CAPTURE CERTAIN VISITORS SO THAT WE CAN TIME IT TO THE DOWN SEASONS OR THE SEASONS THAT WE WANNA FILL.
IS THAT WHAT YOU'RE EXPECTING? ABSOLUTELY.
AND IT'S THE SAME THING IN TERMS OF MEDIA.
SO WHEN WE'RE IN GERMANY, FOR EXAMPLE, WE'RE NOT JUST GONNA BE MEETING WITH TRAVEL TRADE INDUSTRY.
THERE'S ALSO GOING TO BE MEDIA THERE.
SO IF WE, FOR EXAMPLE, THEY, THEY END UP WRITING A FOUR PAGE GLOSSY SPREAD ON ARIZONA, AND THERE'S ONE PAGE THAT'S DEDICATED TO SEDONA WITH MENTIONS OF DIFFERENT PROPERTIES, DIFFERENT LOCATIONS AND WEBSITES.
WE'LL BE ABLE TO TRACK AND BE ABLE TO SAY, THERE'S AN INCREASE IN WEBSITE VISITATION OR, UM, BUSINESS BOOKED FROM GERMANY BECAUSE OF BASING IT OFF OF THOSE.
AND NOT TO JUMP AHEAD WITH THE, THE PR SOFTWARE THAT THE CITY HAS PURCHASED, BUT THAT'S ANOTHER TOOL THAT COMES INTO PLAY THERE.
YOU'LL BE ABLE TO MONITOR AROUND THE GLOBE THESE MENTIONS THAT COME ON THE MEDIA AND BE ABLE TO TRACK THE A V E, THE ADVERTISING VALUE EQUIVALENCY, THE CIRCULATION OF THAT, WHERE IT CAME FROM, THE SENTIMENT OF IT, WHO WROTE IT, AND THEN THAT REPORTING WILL BE ABLE TO TIE BACK TO WHO WE HOSTED MEDIA THAT WE WORKED WITH TO BE ABLE TO SAY, THIS JOURNALIST WROTE ABOUT THIS STORY.
WE WORKED WITH THAT JOURNALIST ON, YOU KNOW, AUGUST 15TH, 2023, AND THE STORY CAME OUT JANUARY AS AN EXAMPLE.
SO, TO TALK ABOUT AGIL, UH, AGILITY PR IS OUR ROBUST MEDIA MONITORING SOFTWARE THAT WE JUST IMPLEMENTED.
IT PROVIDES GLOBAL MONITORING FROM, UH, FROM PRINT, BROADCAST, AND ONLINE MENTIONS USING METRICS SUCH AS IMPRESSIONS, ADVERTISING, VALUE EQUIVALENCY, AND SENTIMENT TO BETTER INFORM OUR COMMUNICATION.
SO EXACTLY WHAT SHE JUST SAID, IF, IF WE HOST A JOURNALIST OR WE PROVIDE REFERRALS AND LEADS TO A JOURNALIST AND THEY WRITE ABOUT US IN THE WINTER MAGAZINE OR NEWSPAPER, WE CAN, WE CAN SEE EXACTLY WHEN THAT COMES OUT.
IF, IF IT'S AN INFLUENCER, IT'S A LOT DIFFERENT, BUT THIS IS, IT TRACKS EVERYTHING, EVERY TYPE OF MEDIA.
[01:20:01]
THE NEXT FEW MONTHS, WE WILL ADD ANOTHER PORTION OF AGILITY PR, WHICH IS A DATABASE OF THE AGILITY PR PLATFORM.UM, IT PROVIDES A GLOBAL MEDIA DATABASE OF OVER 1.3 MILLION JOURNALISTS, OUTLETS, AND INFLUENCERS.
SO THIS IS GONNA BE REALLY AMAZING IN BUILDING RELATIONSHIPS AND DOING INDIVIDUAL OUTREACH AND PITCHING STORIES AND PITCHING WINTER TRAVEL TO THESE VERY SPECIFIC MARKETS IN OUR TARGETED REGIONS THAT WE'VE ALREADY DETERMINED THROUGH OUR RESEARCH.
UM, IT'LL REALLY ALLOW US TO HONE IN ON THAT TARGETED AUDIENCE BASED ON INTERESTS AND LOCATION.
AND THEN WE'LL BE ABLE TO, UH, DEVELOP LISTS ON SEGMENTED TOPICS AND SEND PRESS RELEASES THROUGH THIS PLATFORM AS WELL.
AND WE'LL BE ABLE TO SEE ALL THE MEDIA TO MEDIA MONITORING AS WELL.
SO I'M GONNA JUST SKIP AHEAD ONE SLIDE SO I CAN SHOW YOU WHAT AGILITY PR REPORTING WILL LOOK LIKE.
AND SINCE YOU GUYS ARE A BUNCH OF DATA NERDS, SELF, SELF NOTED, UH, I THINK YOU'LL LIKE THIS.
SO THIS IS A REALLY GREAT PLATFORM TO DEVELOP QUICK CUSTOMIZED REPORTS THAT CAN BE DELIVERED INTO IT, INBOX OR A GROUP WEEKLY, DAILY, MONTHLY, WHATEVER IS NEEDED.
YOU CAN PULL FROM DOZENS OF DIFFERENT GRAPHS.
AND THIS ONE THAT I PULLED RIGHT HERE IS AN EXAMPLE OF A DATA SET OF MEDIA MONITORING FROM JULY ONE UNTIL TWO DAYS AGO.
SO I CHOSE THE GRAPHS, WE CHOSE THE GRAPHS OF COVERAGE, SUMMARY COVERAGE BY REGION, WHERE THAT COVERAGE WAS DISTRIBUTED FROM COVERAGE BY MEDIA TYPE, UH, THE COVERAGE SENTIMENT, WE'RE HOPING THAT IT'S POSITIVE, AND THEN THE VOLUME TREND BY MONTH.
SO THERE'S A LOT OF OTHER REALLY GREAT GRAPHS THAT WE COULD CHOOSE FROM, SUCH AS TOP AUTHORS, TOP HASHTAGS, TOP TERMS, TOP SOCIAL MEDIA REFERS, SO PEOPLE WHO ARE SHARING A LOT OF CONTENT AND THE LIST REALLY DOES GO ON.
SO IT'S, IT'S NICE TO HAVE THIS IN OUR BACK POCKET AND TO REALLY PAINT THE PICTURE OF WHAT PEOPLE ARE SAYING OUTSIDE OF SEDONA NEWS OUTLETS.
SO, GOING BACK TO OUR ORIGINAL SLIDE.
ANY QUESTIONS ON, ON AGILITY? OKAY, GOTCHA.
ALRIGHT, SO WE CREATED A BUSINESS DATABASE.
I'M SURE YOU'VE SEEN A LOT ABOUT IT.
IT'S REALLY TO REPRESENT OUR TOURISM RELATED BUSINESSES TO CONSUMERS AND TO THE PROFESSIONAL TRAVEL INDUSTRY.
WE SET IT UP THROUGH A CUSTOMER RELATIONSHIP MANAGEMENT, C R M SOFTWARE CALLED SIMPLEVIEW.
AND SO, UH, THE CHAMBER ALSO USES SIMPLEVIEW.
A LOT OF BUSINESSES ARE VERY AWARE OF HOW IT WORKS.
YOU CAN EVENTUALLY, WE WILL SET IT UP TO WHERE BUSINESSES CAN GO IN THROUGH THE BACKEND AND, UM, UPDATE THEIR PHOTOS, UPDATE THEIR CONTACTS, THEIR LOGOS, ANYTHING LIKE THAT.
SO IT'S, IT'S REALLY EASY TO USE AND, AND OUR COMMUNITY IS WELL AWARE OF ITS CAPABILITIES.
UH, THE GOAL OF THE DATABASE IS TO COLLECT IMPORTANT DETAILS SUCH AS AMENITIES, WEBSITES, IMAGES, UH, CATEGORIES, SUBCATEGORIES, AND MUCH MORE IN THE VERY NEAR, NEAR FUTURE.
UH, THIS DATA WILL BE FEATURED ON OUR NEW TRAVEL WEBSITE THAT ROB WILL DISCUSS LATER AND POSSIBLY IN A FUTURE VISITOR GUIDE, ONLINE DIGITAL PRINT.
NOT SURE YET, BUT IT'LL BE EXCITING TO HAVE THOSE LISTINGS AVAILABLE AND TO REPRESENT EVERYONE IN OUR COMMUNITY.
IN THE MEANTIME, THE DATABASE WILL HELP US CONNECT THE PROFESSIONAL TRAVEL INDUSTRY TO OUR LOCAL BUSINESSES, JUST LIKE HEATHER ALREADY ALLUDED TO.
SO WHEN WE RECEIVE A LEAD, DEPENDING ON VARIABLES PERTINENT TO THAT TRAVEL SECTOR, WE'LL BE ABLE TO DETERMINE IF THAT LEAD NEEDS SIMPLE SUGGESTIONS LIKE PHOTOS, AND A FEW SUGGESTIONS ON WHERE TO GO, OR IF THEY NEED A CUSTOMIZED ITINERARY, IF THEY'RE STAYING HERE ONE OR TWO OR THREE NIGHTS.
UM, WE CAN ALSO JUST SEND THE LEAD TO VARIOUS TOURISM RELATED BUSINESSES IF THEY'RE, IF WHAT THEY'RE LOOKING FOR MEETS WHAT THEY'VE ALREADY PUT IN OUR DATABASE.
SO IT'S A REALLY GREAT MATCH AND IT HELPS US TO CONNECT THESE, THESE TRAVEL INDUSTRY TO OUR BUSINESSES.
UM, YOU ALREADY KNOW THAT THIS BUSINESS IS OF NO COST.
I MEAN, THE PROGRAM IS OF NO COST TO ANY TOURISM RELATED BUSINESS WITHIN THE CITY LIMITS, AND WE'RE HOPING THAT THE MAJORITY OF THESE BUSINESSES WILL DECIDE TO GIVE OUR PROGRAM A GO.
YOU KNOW, ARE YOU SEEING A, A DIVERSITY OF BUSINESSES? YEAH.
UH, WE HAVE HEALTH AND WELLNESS BUSINESSES, SPIRITUAL ART, UM, A A LOT OF HOTELIERS, RESTAURANTS, IT'S, IT'S BUILDING.
WE'RE, WE'RE AT ABOUT A HUNDRED,
[01:25:01]
SORRY TO STEAL HIS THUNDER, BUT, UH, WE'RE AT ABOUT A HUNDRED SO FAR.SO WE, WE'VE DONE A LOT OF PUSHES, WHICH ROB WILL ALSO TALK ABOUT, BUT WE'RE, NOW THAT WE HAVE JAMES, THAT'S GONNA BE, UM, A BIG PART OF HIS JOB TO BE PUSHING THAT AND MAKING RELATIONSHIPS WITH OUR BUSINESS COMMUNITY.
SO THIS IS JUST AN EXAMPLE OF HOW OUR DATABASE LISTING WILL GO DIRECTLY TO OUR NEW TRAVEL WEBSITE.
IN THE NEAR FUTURE, WE DECIDED TO USE VISIT PHOENIX IS 'CAUSE THEY HAVE A REALLY BEAUTIFUL DISPLAY.
THEY REALLY VISIT PHOENIX, THE PHOENIX, PHOENIX, C V B HAS REALLY THOUGHT OUT WHAT DIMENSIONS FOR THE PHOTO, THEY'VE THOUGHT OUT THE, THE CHARACTER LIMIT, THEY'VE THOUGHT OUT THE, THE CATEGORIES AND SUBCATEGORIES.
SO IT JUST READS REALLY NICELY.
AND THAT'S EXACTLY WHAT WE'RE DOING TO PREPARE THIS DATABASE.
SO, UH, ROB IS NOW GONNA TAKE YOU DOWN THE PATH OF OUR OUTREACH FOR OUR TOURISM BUSINESS PROGRAM.
GOOD EVENING, MR. MAYOR, VICE MAYOR, COUNSELORS TO, UM, TO LAUNCH THE SIGNUP PROCESS.
WE WROTE AND PRODUCED A ONE MINUTE VIDEO FEATURING KAREN OSBORNE INVITING SEDONA BUSINESSES TO SIGN UP FOR THE PROGRAM.
UH, THE VIDEO HAS BEEN VIEWED ABOUT 2,500 TIMES.
UH, AND WAS DISTRIBUTED THROUGH THE CITY'S SOCIAL MEDIA CHANNELS.
FACEBOOK, INSTAGRAM, LINKEDIN.
IT IS PUBLISHED ON THE CITY'S WEBSITE, UH, EMBEDDED THERE VIA YOUTUBE.
YOU CAN ALSO FIND IT ON YOUTUBE.
UH, IT WAS, UH, LINK WAS SENT THROUGH THE CITY'S MONTHLY NEWSLETTER, AND 470 DIRECT EMAIL INVITES WERE SENT TO TOURISM RELATED BUSINESSES IN JULY, AND THEN AGAIN LAST WEEK, UM, USING THE CITY'S BUSINESS LICENSE DATABASE, UH, TO, TO GET THOSE ADDRESSES.
AS KEEGAN SAID, TO DATE, THERE HAVE BEEN OVER A HUNDRED BUSINESS SIGNUPS.
UM, WE, WE DID INTEND TO PLAY THE VIDEO TODAY.
IT'S A MINUTE AND 19 SECONDS, BUT WE CAN'T DO THAT DUE TO, UM, TECHNICAL CONSTRAINTS.
IF ANYONE HASN'T SEEN IT, IT IS AVAILABLE ON ALL OF THE PLATFORMS, UM, THAT I JUST MENTIONED.
WE ALSO SUBMITTED TO DISNEY PLUS NETFLIX AND THE SEDONA FILM FESTIVAL.
GOOD EVENING, MAYOR JALO, VICE MAYOR, PLU CITY COUNCILORS.
TONIGHT, I'M GONNA START OFF BY TALKING ABOUT OUR BRANDING AND MARKETING, MARKETING EFFORTS SO FAR.
SO, UM, WE PUT OUT A BRANDING AND MARKETING SERVICES, R F P, UH, TO HELP US DEFINE, TO, TO DEFINE WHO OUR BRAND IS, WHAT OUR MARKETING PLAN IS, AND WHAT A SUMMER MARKETING CAMPAIGN COULD BE.
UM, WE DID THIS MOSTLY JUST BECAUSE WE RECOGNIZED THAT IN ORDER TO BE STRATEGIC AND TARGETED ABOUT WHO WE ARE AS A DESTINATION, WE HAVE TO START WITH THE UNDERSTANDING OF WHO OUR BRAND IS.
SO WE WANNA BE REALLY THOUGHTFUL ABOUT WHAT WE TELL THE WORLD, UM, AND HOW WE'RE DOING IT.
AND, AND THIS IS JUST THE FIRST EXERCISE TO HELP US WITH THAT.
SO, AS KAREN TOUCHED ON EARLIER, THIS IS A, A PART OF OUR EFFORT THAT INCLUDES A LOT OF COMMUNITY OUTREACH.
UM, THIS IS GOING TO BE WITH BUSINESSES, RESIDENTS, CITY PARTNERS, AND STAKEHOLDERS.
TO REALLY GIVE US A HOLISTIC VIEW OF OUR BRAND AND FUTURE APPROACH.
WE ASKED FIRMS TO PUT TOGETHER A PROPOSAL THAT UNDERSTOOD THE FACT THAT RESPONSIBLE DESTINATION MANAGEMENT, ENVIRONMENTAL STEWARDSHIP, AND SUSTAINABILITY MUST BE THE FOUNDATIONS FOR THE DEVELOPMENT OF ANY BRAND AND MARKETING STRATEGIES GOING FORWARD.
IN TOTAL, WE HAD 16 FIRMS, NINE OF WHICH MET ALL OF THE QUALIFICATIONS.
AND LAST WEEK WE MET AND INTERVIEWED THE TOP THREE FIRMS, AND WE ARE STILL IN NEGOTIATIONS TO DETERMINE WHO THAT TOP CANDIDATE WILL BE.
UM, SOMETHING, UH, THAT KAREN TOUCHED ON WITH CORAGGIO, UM, BUT THAT MIGHT ALSO APPLY TO THIS, IS THAT, UM, THERE MAY BE GRANT FUNDS THROUGH A O T WHO COULD HELP FUND A PORTION OF THIS, WHICH WOULD BE REALLY GREAT.
SO WE'RE LOOKING INTO THAT AS, UM, AS PART OF THE BRANDING AND MARKETING EFFORTS, WE'VE HIRED A PHOTOGRAPHER, UH, TO JUMPSTART THE PROCESS OF CREATING AN ASSET LIBRARY.
JEN JUDGE IS AN AWARD-WINNING PHOTOGRAPHER BASED IN NEW MEXICO.
SHE'S SHOT FOR PUBLICATIONS SUCH AS VIRTUOSO LIFE, NATIONAL GEOGRAPHIC, ROLLING STONE, OUTSIDE
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MAGAZINE, AND SUNSET MAGAZINE.THESE THAT YOU SEE ARE JUST A FEW OF HER PUBLISHED PHOTOGRAPHS.
UH, WE'VE ASKED HER TO CAPTURE SEDONAS BEAUTY IN A THOUGHTFUL AND RESPECTFUL WAY, STICKING TO ESTABLISHED TRAILS IN AREAS OF TOWN THAT ANYONE CAN ACCESS.
UM, WE EXPECT TO RECEIVE IMAGES FROM HER IN A FEW WEEKS.
UH, SO MY FINGERS CROSSED ON THAT TOO.
WE ALSO ASKED HER TO CAPTURE IMAGES FOR WHAT MAY BECOME OUR FIRST MARKETING CAMPAIGN, WHICH LAUREN WILL NOW DESCRIBE FOR YOU.
ALRIGHT, SO OUR FIRST IDEA ON A, ON A MARKETING CAMPAIGN.
UM, THIS ALL CAME ABOUT, UM, BECAUSE WE DIDN'T WANNA MISS THE OPPORTUNITY TO SUPPORT BUSINESSES IN WHAT WE KNOW IS HISTORICALLY A SLOW PERIOD, WHICH IS THE WINTER.
UM, WHICH IS WHY WE PUT TOGETHER WHAT I'M CALLING A, A MINI, UH, MARKETING CAMPAIGN CALLED SUNSHINE DESPAIR.
UM, I SAY MINI BECAUSE THIS IS BEFORE OUR BRANDING EXERCISE.
THIS IS BEFORE, UM, OUR MARKETING STRATEGIC PLANNING.
UM, BUT WE, WE DEFINITELY DIDN'T WANNA MISS THE OPPORTUNITY TO BRING SOMETHING BEFORE YOU.
UM, AND I CAN SAY THAT THE BUDGET WILL BE SMALL, UM, BECAUSE WE'RE STILL WAITING TO SEE, UM, WHERE THAT R F P COMES IN AND HOW MUCH OF THAT IT TAKES, UM, UP, UP THE BUDGET.
BUT, UH, JUST KNOW THAT, UH, THE GOAL IS TO MARKET, UM, MOSTLY DRIVE MARKETS IN SANTA FE, TAOS, DURANGO, TELLURIDE PARK CITY.
AND THEN WE THREW IN CHICAGO IN THERE AS WELL.
BECAUSE IF WE'RE GOING TO BE DOING THIS EFFORT AND WE CAN THROW IN CHICAGO, WHY NOT? WE KNOW THEY'RE A MATURE MARKET.
WE KNOW THEY CONTINUE TO COME HERE YEAR AFTER YEAR, AND THEY ALSO WANNA, UH, ESCAPE THEIR WINTER BLUES.
SO, UM, THE THOUGHT IS TO TARGET HIGHER INCOME EARNERS IN TOWNS THAT ARE SIMILAR TO SEDONAS, EXCEPT THEY GET SOCKED IN WITH COLD WINTER WEATHER.
AND WE'D BE LOOKING FOR A MULTI NIGHT ESCAPE WHERE THEY COULD ENJOY THE SUN WITH WHATEVER ACTIVITY THEY'RE LOOKING TO DO.
THAT'S SHOPPING, LOOKING AT ART GALLERIES, ENJOYING THE OUTDOORS.
SO WE'RE NOT PROMISING WARMTH HERE, BUT WE ARE PROMISING SUNSHINE.
UM, I THINK, UH, I WANTED TO TOUCH A LITTLE BIT ON, ON WHY THOSE LOCATIONS.
UM, WE FELT LIKE THEY WERE, THEY WERE SIMILAR IN THAT THEY ALL HAVE A HIGH COST OF LIVING, LIKE WE, UH, LIKE WE SEE HERE, BUT THAT WE KIND OF DO THESE TRADES.
SO, UM, WE GO TO SANTA FE, UM, IN THE SPRING AND THE SUMMER.
UM, KEEGAN AND I BOTH WENT, UH, RECENTLY AND, AND THEY COME HERE IN THE WINTER.
AND SO WE SEE THOSE PATTERNS AND SO WHY NOT TAP INTO THAT A LITTLE BIT MORE? UM, ANY OTHER ADS, UM, YOU'RE GONNA SEE A CONCEPT FROM ROB HERE, UM, IN A SECOND.
BUT ANY OTHER ADS THAT THAT KIND OF COME OFF OF THIS WILL COINCIDE WITH THIS CONCEPT AND, AND DOVETAIL INTO THIS.
UM, AND THE WEBPAGE FOR THIS CAMPAIGN WILL BE BUILT OUT WITH INFORMATION ON VISITING DURING THE WINTER WHEN IT'S PEACEFUL AND SUNNY, UH, ACTIVITIES TO DO, LIKE USING OUR TRAILHEAD SHUTTLES AND HOW TO BE A RESPONSIBLE VISITOR AND LEAVES SEDONA BETTER THAN THEY FOUND IT.
SO LET'S TALK ABOUT AD PLACEMENT FOR A LITTLE BIT.
UM, WE'RE A LITTLE BIT ON THE FRONT END OF THIS BECAUSE THE POINT TONIGHT WAS TO REALLY TRY AND BRING YOU A CONCEPT.
UM, AND SO I DON'T HAVE ALL OF THE ANSWERS HERE TONIGHT, BUT WHAT I CAN SAY IS THAT, UH, WE'RE, WE'RE WORKING OUT, UM, WHERE WE WANNA PLACE THESE, BUT WE ARE LOOKING AT DIGITAL AND SOCIAL MEDIA ADVERTISING IN PUBLICATIONS AND PLATFORMS THAT WILL REACH THE LOCALS IN THE TARGET CITIES THAT I TALKED ABOUT, BUT MOSTLY DIGITAL AND SOCIAL MEDIA.
UM, WHEN WE'D LIKE TO PLACE ADS IN NOVEMBER AND DECEMBER TO GET TRAVELERS IN THAT DECEMBER AND JANUARY WINDOW WHEN WE KNOW IT'S SLOW, UH, AD TRA TRACKING AND EFFICACY.
I KNOW THIS IS REALLY IMPORTANT TO THIS COUNCIL AND IT SHOULD BE, UH, WHOEVER WE CHOOSE TO WORK WITH THROUGH THE BRANDING AND MARKETING R F P, OUR PLAN IS TO ASK THEM TO HELP US WITH CHOOSING ADS THAT THEY CAN TRACK THE CONVERSION OF THE AD TO ACTUAL BOOKING EXPERIENCES IN HOTEL ROOMS, AND IN SOME CASES ACTUALLY SHOWING THAT THEY CAME TO SEDONA.
UM, I JUST WANNA MAKE SURE AND POINT OUT THAT THAT'S NOT ALWAYS POSSIBLE.
THERE'S A LOT OF ADVERTISING THAT IS STILL VALUABLE THAT IS NOT TRACKED IN THAT WAY.
UM, AND SO WHAT WE'RE HOPING TO DO IS, IS, IS BUILD A, UM, A BALANCED APPROACH TO WHERE WE CAN TRACK WHAT WE CAN TRACK.
RECOGNIZING THAT YOU CAN'T TRACK EVERYTHING.
UM, BUT JUST KNOW THAT THOSE TRACKING METRICS ARE FRONT OF MIND FOR US BECAUSE WE KNOW HOW IMPORTANT THAT IS.
AND, UM, AT ANY TIME IN ANY WAY THAT WE POSSIBLY CAN, WE'LL CONTINUE TO REFINE THOSE TOOLS, TECHNOLOGY AND TRACKING MEASURES WHEN AT ALL POSSIBLE.
NEXT, I WANNA TALK ABOUT COORDINATION, UM, WITH
[01:35:01]
THE OTHER GROUPS IN TOWN.SO, UM, WE DID REACH OUT TO THE LODGING COUNCIL AND THE CHAMBER TO SEE WHERE THEY WERE AT WITH THEIR OWN WINTER MARKETING.
'CAUSE WE WANNA MAKE SURE THAT WE'RE, WE'RE COORDINATED.
UM, I KNOW CHERYL, CHERYL BARRON IN THE AUDIENCE TONIGHT.
THANK YOU SO MUCH FOR COMING, MICHELLE, SAME TO YOU.
UM, AND WE SPOKE WITH CHERYL LAST WEEK AND SHE TOLD US THAT THE SEDONA AND VERDE VALLEY MARKETING ALLIANCE IS LOOKING, UH, AT WHAT WE'RE DOING, UM, WITH THIS WINTER CAMPAIGN TO DECIDE, UM, IF THEY THINK THAT IT ALIGNS WITH THEIR GOALS.
AND IF IT DOES, THEN THEY WON'T NEED TO DO WINTER MARKETING CAMPAIGN, WHICH IS, WHICH IS WHAT WE WANTED, RIGHT? WE WANT TO DO THIS SERVICE FOR THE BUSINESSES WHO ARE IN THIS TOWN.
UM, WE'RE STILL WAITING TO GET TOGETHER, UM, WITH THE CHAMBER AND GET MORE DETAILS ON THAT, BUT WE DO HAVE A MEETING ON THE BOOKS.
UM, I BELIEVE THAT'S NEXT WEEK.
UH, AND SO WE'LL BE WAITING TO SEE, UM, HOW WE CAN COORDINATE EFFORTS THERE.
SO WE ARE SEEKING, UM, APPROVAL TO MOVE FORWARD WITH THIS CONCEPT TONIGHT FROM YOU ALL AND BUILD OUT THIS MARKETING CAMPAIGN OVER THE NEXT FEW MONTHS.
UM, AND WITH THAT SAID, UM, I WANNA HAVE ROB SHOW YOU THE CONCEPT AND THEN WE CAN ALL TALK IT OVER.
SO WITH ALL OF THAT IN MIND THAT LAUREN SAID, UH, HERE'S A CONCEPTUAL MOCKUP OF POTENTIAL MARKETING ASSETS FOR THE CAMPAIGN.
THE LARGE IMAGE IS A CONCEPT FOR A DIGITAL RECTANGLE AD.
THE SMALLER IMAGE IS FOR A SKYSCRAPER AD.
BOTH ARE OPTIMIZED FOR DIGITAL PLACEMENT.
UM, THE CONCEPT EMPHASIZES THE VISITOR'S EXPERIENCE RATHER THAN PROMOTING A VIEW OF THE LANDSCAPE.
WE'VE GOT SUNSHINE IN WINTER, PACK YOUR SUNGLASSES, YOU'LL NEED THEM.
WE'RE NOT OVERSELLING, WE'RE NOT PUSHING HARD.
IT'S A VERY COME AND ENJOY THE SUNSHINE HERE IN SEDONA.
UH, THE U R L, UM, SUNNY SEDONA.COM WILL LINK TO A LANDING PAGE ON THE TOURISM WEBSITE AS WELL TO LINK THAT BACK.
UM, SO I DON'T KNOW WHAT ELSE I CAN SAY TO DESCRIBE IT TO YOU SINCE YOU'RE LOOKING AT IT.
SO, AS LAUREN MENTIONED, UM, WE ARE LOOKING FOR FEEDBACK FROM COUNCIL ABOUT THE CONCEPT OF SUNNY SEDONA AND THE ARTWORK ITSELF, IF ANYONE HAS INITIAL REACTIONS.
AND IF, IF I CAN JUST TAG ONTO THAT, I JUST, I JUST HAVE TO GIVE KUDOS TO THIS GROUP BECAUSE THIS WAS A CONCEPT THAT THEY CAME UP WITH.
THE BASIC PHOTOGRAPH CAME IN YESTERDAY AND THEY'VE DONE ALL THE CREATIVE, THEY'VE EMBEDDED THE REFLECTION IN THE SUNGLASSES.
I MEAN THAT THE EXTENT TO, TO WHAT THEY'VE DONE WITH THIS IN 24 HOURS
SO, UH, I JUST GIVE, GIVE, UM, THE CREDIT WHERE THE CREDIT IS DUE FOR, FOR THE CREATIVE ON THIS, WHICH I, I THINK IT'S JUST AMAZING.
KATHY, YOU HAD A QUESTION? I, I DO.
SO I UNDERSTAND THAT YOU, YOU'RE LOOKING FOR APPROVAL LOOP.
GO FORWARD WITH THIS AND I THINK THIS IS A GREAT PLACE TO START.
I'M VERY IMPRESSED WITH EVERYTHING THAT I'VE SEEN.
THANK YOU FOR PULLING THESE WONDERFUL PEOPLE TOGETHER TO DO ALL THIS.
UM, I THINK WE'RE FURTHER, WAY FURTHER AHEAD THAN I EXPECTED US TO BE, SO THANK YOU FOR THAT.
MY QUESTION HAS TO DO WITH, UM, SO CHICAGO IS GOOD A PLACE TO START AS ANY, IT SEEMS TO HAVE A GOOD TARGET AUDIENCE, BUT I'M JUST WONDERING WHAT IS THE RATE OF LIKE, SEEING IF THAT IS SUCCESSFUL AND THEN EXPANDING? 'CAUSE IT JUST SEEMED TO ME, AND I HAD A BRIEF CONVERSATION WITH KAREN ABOUT THIS YESTERDAY, THAT THERE ARE OTHER PLACES THAT SEEM TO MAKE SENSE TOO.
I MEAN, I, I LIKE THAT YOU'VE, 'CAUSE IT'S ON THE PACKET, YOU'RE LOOKING AT DIRECT FLY WITHOUT CONNECTIONS, AND I THINK THAT ABSOLUTELY MAKES SENSE.
SO, BUT WHAT ABOUT BOSTON AND PHILLY AND NEW YORK, UM, ALL HIGH-END MARKETS, UM, WITH DIRECT FLIGHTS INTO PHOENIX.
SO I WAS JUST WONDERING HOW THAT FACTORED INTO YOUR THINKING AND CHICAGO AND JUST WANTED TO GIVE THE OPPORTUNITY TO TALK THAT OUT A LITTLE BIT MORE.
THEY'RE GONNA BE HELPING US TO DEVELOP A, A ROBUST, UM, SUMMER DESTINATION MARKETING CAMPAIGN.
THIS WAS US TRYING TO JUST THROW OUR HAT IN THE RING AND SEE IF WE COULD COME UP WITH SOMETHING PRIOR TO ALL OF THAT, PRIOR TO ALL THAT EXPERTISE COMING ON FOR US.
AND SO THAT'S WHY I TRIED TO EMPHASIZE THE, THE MINI
[01:40:01]
CAMPAIGN PART OF IT.UM, TRYING TO JUST TEST THE WATERS A LITTLE BIT AND, AND SEE IF WE COULD BE SUCCESSFUL THERE.
BUT I THINK ALL OF US COMPLETELY AGREE WITH ALL OF THOSE CITIES THAT YOU MENTIONED.
WE'RE JUST TRYING TO, TO, TO START SOMETHING MANAGEABLE.
AND IT'S ALSO CONSTRICTED BY BUDGET.
UM, A LOT OF THAT BUDGET IS GONNA GO TO THE, TO THE MAJOR DESTINATION MARKETING CAMPAIGN THAT WE'RE PUTTING TOGETHER.
UM, AND THIS WAS JUST KIND OF A, UM, A TRIAL RUN.
IF I MAY, UM, IF YOU LOOK AT THE NUMBERS THAT ARE COMING IN FROM THE ARIZONA OFFICE OF TOURISM, CHICAGO IS IN THE TOP FIVE FOR VISITATION TO ARIZONA.
SO IT WOULD MAKE SENSE THAT WE WOULD PICK CHICAGO OVER THOSE OTHER DESTINATIONS, ALTHOUGH GOOD CHOICES, BUT, UM, CHICAGO RANKS IN THERE.
AND, AND I THINK WHAT WE CAN DO, LIKE LAUREN SAID, SOME OF THIS IS GONNA BE CONTINGENT ON RESOURCES.
SO IF WE HAD THE BUDGET POTENTIALLY, UM, BECAUSE ONE OF THE THINGS IS FOR THE DIGITAL CAMPAIGNS, IT IS MORE EXPENSIVE TO RUN DIGITAL THAT WILL GIVE YOU THE FEEDBACK LOOP, RIGHT? SO IF YOU WANT THAT, IT'S GOING TO COST MORE.
SO I THINK AS WE ARE WORKING WITH THE FIRM WHO'S GONNA HELP US WITH THE PLACEMENT, WE'RE GONNA SEE WHAT THE COSTS ARE.
AND IF IT'S POSSIBLE TO ADD ANOTHER DIRECT FLY MARKET, WE CAN LOOK AT, YOU KNOW, WHAT WHAT'S THE NEXT BEST, UH, UH, UH, YOU KNOW, MARKET IN TERMS OF THE TARGET AUDIENCE AND, AND GO FROM THERE ON POTENTIALLY ADDING OTHERS.
IN RESPONSE TO YOUR QUESTION FOR FEEDBACK, UM, I THINK I'M A FIRM BELIEVER IN DOING WHAT WE CAN BEFORE WE HAVE THE HUGE STRATEGIC PLAN AND ALL THE, EVERYTHING FINISHED OUT.
I THINK THAT THIS IS, IS A VERY HAPPY AND CHEERFUL MESSAGE.
I UNDERSTAND IT'S KIND OF, UH, A BEGINNING.
I THINK IT'S VERY IMPORTANT TO TRY AND DO SOMETHING TO RESPOND TO THE NEEDS OF OUR BUSINESSES AS SOON AS WE CAN WITH THE RESOURCES WE HAVE AND WITHIN OUR ABILITY.
I MEAN, I DON'T THINK YOU LOSE ANYTHING BY MOVING AHEAD WITH US.
WE CAN ONLY GAIN, UM, THE BUSINESSES NEED IT.
WE HAVE SOUGHT FOR YEARS AND YEARS AND YEARS TO PUSH VISITATION AT THIS PERIOD.
AND I THINK IT'S REALLY GREAT TO, TO GO AHEAD NOW AND START WHERE WE CAN AND SHOW OUR COMMITMENT TO DOING WHAT'S GOOD FOR THE COMMUNITY, UM, IN THIS REGARD.
SO I TOTALLY SUPPORT MOVING FORWARD WITH IT.
WHAT'S UP, BRIAN? ANYTHING, ANY QUESTIONS? ANY COMMENTS? OKAY, JUST WHILE WE HAVE A, I HAVE A SPOT.
SO ARE WE DOING, IF YOU HAVE, THEY'RE WANTING FEEDBACK, RIGHT? SO YEAH, THEY WANT FEEDBACK.
SO MY FEEDBACK WOULD BE IT LOOKS LIKE A, A REALLY GREAT CAMPAIGN TO GIVE A TRY TO, AND I AGREE WITH COUNSELOR WILLIAMSON'S COMMENTS THAT THE TIME IS RIGHT.
IT'S WHEN WE'VE SAID WE'VE WANTED TO SUPPORT, UH, OUR BUSINESS COMMUNITY.
SO I WOULD BE UP FOR THAT WITH THE CAVEAT THAT'S ALREADY BEEN STATED, THAT IT NEEDS TO BE MEASURABLE SO THAT WE DO KNOW WHAT, UH, WHAT THE OUTCOME IS.
ONE QUESTION, KATHY, YOU WANT TO ADD SOMETHING? I JUST, YEAH, JUST TO BE CLEAR ON THE FEEDBACK.
I, I THINK THAT YOU HAVE TO DO A PROGRAM TO GET THE DATA.
THAT'S WHAT WE'VE BEEN ASKING FOR IS THE DATA SO THAT WE CAN LEARN, ADAPT, AND IMPROVE.
AND IF WE DON'T START DOING SOMETHING, WE WON'T GET THAT INFORMATION.
SO I APPLAUD THAT WE'RE READY TO, TO GO AND START THIS PROCESS BECAUSE IT'S HOW WE'RE GOING TO GROW.
HOLLY, DO YOU HAVE ANY COMMENTS OR, YOU KNOW, I, I DO.
AND I KNOW YOU ALL HAVE ACTUALLY FULL-TIME JOBS EXCEPT FOR JAMES, BUT HE'S ONLY BEEN HERE FOR TWO WEEKS.
AND I AM SO HAPPY THAT YOU ARE COORDINATING WITH THE LODGING COUNCIL ON THE CHAMBER.
SO THANK YOU LAUREN, FOR THAT UPDATE.
AND, UH, THANK YOU TO CHERYL AND MICHELLE, WHO I CAN'T SEE, BUT I KNOW ARE IN THE AUDIENCE.
SO I WANT TO THANK YOU FOR THAT.
[01:45:01]
REALLY NOT IN THE BEST INTEREST OF OUR COMMUNITY TO HAVE COMPETING CAMPAIGNS BE VERY CONFUSING FOR THE MARKETPLACE.SO I WOULD LIKE TO SEE US, YOU KNOW, MAXIMIZE OUR COLLABORATION AND, AND MAKE SURE WE'RE SENDING SAME MESSAGE.
AND IF WHAT WE'RE DOING MEETS THE, AND ALIGNS WITH THE GOALS OF THE SEDONA VERDE VALLEY MARKETING ORGANIZATION, THEN THEY DON'T NEED TO SPEND THE MONEY TO RE TO REPEAT OR TO DOUBLE DOWN ON, ON WHAT WE'RE DOING, AND THEY CAN SPEND THEIR MONEY IN OTHER PLACES.
SO I, I AM VERY, VERY PLEASED TO SEE THAT COLLABORATION AND COORDINATION.
NOW THEY'RE ASKING FOR YOUR INPUT.
AND FOR THOSE OF YOU WHO ARE SCIENCE FICTION AFICIONADOS, MAKE IT SO, SO THAT'S ALL I HAVE TO SAY.
SO, UH, I CAN GIVE YOU MY INPUT.
UH, I AGREE WITH EVERYBODY UP HERE.
THE BUSINESS COMMUNITIES HAVE BEEN ASKING FOR A, A CAMPAIGN.
I THINK THAT WHAT YOU'VE ACCOMPLISHED IN THIS SHORT PERIOD OF TIME IS JUST AMAZING.
AND THEN, LIKE EVERYBODY SAID, YOU STILL HAVE FULL-TIME JOBS WITH US AS WELL, AND YOU'VE STILL PULLED THIS OFF.
I CAN'T IMAGINE WHERE YOU'RE GONNA BE IN A YEAR FROM NOW.
I THINK IT'S, IT'S JUST ENDLESS WHAT YOU CAN PULL TOGETHER AND IT'S ALL BY WORKING TOGETHER.
AND I AGREE, WORKING WITH THE CHAMBER, WORKING WITH THE LOGIC COUNCIL, WORKING WITH ANYBODY YOU CAN WORK WITH, AS OPPOSED TO FRACTIONING FRACTURING, I SHOULD SAY.
UH, I, I THINK IT'S GREAT THAT WE CAN ALL WORK TOGETHER AND WHEN THE TAB IS SEATED AND THE PEOPLE, UH, THE PARTICIPANTS ARE GIVING US INFORMATION AND INPUT AND THEY'RE, WHAT THEY'RE HEARING FROM THE COMMUNITY UNITY, THIS IS JUST GONNA GET BETTER AND BETTER.
I, I KNOW YOU HAVE MORE TO DO, I BELIEVE, RIGHT? MORE TO PRESENT, BUT I JUST, AND WE COULD REPEAT THIS ALL AGAIN IF WE HAVE TO, BUT IT'S TRULY AMAZING WHAT YOU'VE DONE.
SO CONTINUE ON WITH THE REST OF THE INFORMATION.
SO SINCE WE ARE THE D M M O, WE ARE GONNA TOUCH ON THE MANAGEMENT PORTION, WHICH WE'RE CALLING IN MARKET EDUCATION.
WE DO PLAN ON CONTINUING TO MANAGE AND MARKET TRAVELERS WITH EDUCATIONAL CAMPAIGNS TO ENCOURAGE RESPONSIBLE RECREATION LEAVE NO TRACE PRINCIPLES, AND THE USE OF PUBLIC TRANSPORTATION AND MULTIMODAL TRANSIT.
WE'VE TAKEN OVER THE PREVIOUS MARKETING OR MARKETING DUTIES OF THE SEDONA SHUTTLE THAT THE CHAMBER WAS RESPONSIBLE FOR FOR THE LAST COUPLE YEARS, INCLUDED, INCLUDING PRINTED COLLATERAL DEVELOPMENT AND DISTRIBUTION AND TARGETED DIGITAL MARKETING AND PROMOTIONS.
WE HAVE A CONTRACT WITH SEDONA NOW TO PLAY OUR ROUNDABOUT 1 0 1 AND SEDONA SHUTTLE VIDEOS ON CHANNEL 18, WHICH 95% OF ALL HOTEL ROOMS SHOW IF, IF THEY HAVE CABLE.
AND EACH VIDEO IS PLAYED ON CHANNEL 18, 12 TIMES A DAY.
THE LEAVE NO TRACE EDUCATIONAL VIDEO WILL BE REPRODUCED SOON.
SO WE'RE GOING TO MAKE SURE THAT IT'S EVERGREEN AND THAT IT'S, IT'S ON BRAND.
EVENTUALLY THESE VIDEOS WILL AMPLIFY, BE AMPLIFIED THROUGH TRADITIONAL CITY COMMUNICATION OUTLETS AND, UM, SEVERAL NEW ONES.
SO WE'RE EXPLORING OPTIONS FOR TARGETING VISITORS IN MARKET WITH BEHAVIORAL MODIFICATION REMINDERS THROUGH BROADCAST AUDIO AND STREAMING OUTLETS.
WE KNOW THAT THE TRANSIT DEPARTMENT IS ALSO GOING TO BE IMPLEMENTING SOME TYPE OF DISPLAY IN THE SIT ON A SHUTTLE.
SO WE'RE ALSO VERY EXCITED ABOUT THAT AS AN ALTERNATE WAY OF PROVIDING EDUCATIONAL MESSAGES TO IN-MARKET TRAVELERS.
THE EFFICACY OF THOSE EFFORTS CAN BE MONITORED AND MEASURED OVER TIME WITH TOOLS LIKE THE INTERCEPT SURVEYS FOR VISITORS IN MARKET, WE'LL BE ASKING THEM IF THEY'RE FAMILIAR WITH THE CAMPAIGN AND WHERE THEY SAW IT.
WE CAN ALSO GAUGE RESIDENT PERCEPTION OF THESE ED EDUCATIONAL CAMPAIGNS IN THE SAME WAY.
UM, WE'RE ALSO HOPING TO COORDINATE WITH LOCAL NONPROFITS SUCH AS FRIENDS OF THE FOREST, TO MONITOR GRAFFITI STATISTICS.
WE CAN PARTNER WITH THE OAK CREEK WATERSHED COUNCIL TO GAUGE POUNDS OF TRASH COLLECTED AT THEIR MULTIPLE TRASH EVENTS THAT
[01:50:01]
THEY HOLD THROUGHOUT THE YEAR.SO WE'RE EXCITED ABOUT THESE, THESE NEW POSSIBLE PLATFORMS. UH, LAUREN IS GONNA HIGHLIGHT A FEW OTHER OPPORTUNITIES TO SHOWCASE OUR BEAUTIFUL CITY IN A UNIQUE WAY.
OKAY, SO ROB HASN'T TALKED ABOUT THE WEBSITE YET, WHICH HE'LL GET INTO.
UM, BUT THESE ARE IDEAS FOR OUR NEW TOURISM WEBSITE THAT WE'RE WORKING ON RIGHT NOW.
UM, SOMETHING THAT WE'VE LOOKED INTO, UM, MOSTLY TO HELP THE BUSINESS COMMUNITY GET THE BEST EXPOSURE ON OUR WEBSITE, AND ALSO HELP THE VISITOR KNOW WHAT TO EXPECT WHEN THEY GET HERE.
UM, I'LL SHOW YOU THROUGH A DEMO HERE IN A SECOND.
UM, BUT WE'RE LOOKING INTO A DRONE AND VIRTUAL REALITY TOOL, UH, WHERE ON THE TOURISM WEBSITE WILL FEATURE, UM, DRONE FOOTAGE, FOLLOWED BY AN INTERACTIVE MAP WHERE YOU COULD EXPLORE VIR VIRTUALLY AN AREA AND GET THE LAY OF THE LAND BEFORE COMING HERE.
UM, I'M GONNA SHOW YOU AN EXAMPLE OF A, OF, UM, SOMETHING THAT VISIT GLENDALE DID NOT YET.
UH, SOMETHING THAT VISIT GLENDALE DID, UH, BECAUSE THEY WERE HOSTING THE SUPER BOWL, BUT KEEP THIS IN MIND FOR, UM, A POTENTIAL IDEA FOR TRAILS AS WELL.
SO, UM, WE'VE, WE'VE THOUGHT ABOUT HOW DO WE DISPERSE PEOPLE, UM, IN THE BEST WAY POSSIBLE.
AND SO YOU COULD USE THE TOOL, FOR EXAMPLE, IF WE HAD A TRAILS PAGE ON OUR WEBSITE, UH, MAYBE THERE'S A VIRTUAL REALITY TOOL WHERE YOU CAN GET A MAP OF THE TRAILS THAT WE WANT TO SEND PEOPLE TO.
UM, AND THEN YOU CAN POP DOWN INTO EACH OF THESE LOCATIONS AND DO A 360 VIEW OF EACH OF THOSE, UH, TO, TO GIVE PEOPLE A BETTER IDEA OF WHAT TO EXPECT, UM, AND, AND HOW TO NAVIGATE TO THOSE PLACES.
SO NOW YOU CAN GO, OKAY,
UH, THIS WOULD BE SOMETHING THAT WE WOULD HOPE TO EMBED ON THE PAGE SO THAT SAY YOU LAND ON, LET'S CALL IT EXPLORE OUR BUSINESS DISTRICT PAGE ON OUR WEBSITE.
UM, THIS IS WHAT WOULD HAPPEN WHEN YOU LANDED ON THE PAGE.
SO CAN YOU TAKE IT OFF PRESENTATION MODE? IT'S, OH, IT'S ALL PRESENTATION.
NO, THIS'S IS NOT COMING DOWN.
WHAT'S NOT COMING DOWN? THE SLIDESHOW THAT'S ON THERE.
SO YOU WANT DO IT FROM HERE? AND WE WANT THIS TO SHOW UP.
BECAUSE IT'S ON PRESENTER MODE.
I JUST, IT WORKED RIGHT WHEN WE DID IT RIGHT THERE.
MAYOR, DO YOU WANT TO TAKE A FIVE MINUTE BREAK? YEAH.
WHAT WE, THAT, UH, WELL, JOANNE HAS TO TURN OFF THE MICS.
THEN WE'LL TAKE A FIVE MINUTE BREAK WHILE THEY GET UP TO, UH, SNUFF.
I COULD CERTAINLY USE THAT BECAUSE I'M GONNA GRAB THE, I JUST DON'T WANT TO GO OVER MY HOURS.
IT'S UP TO PARKING LOT THAT YOU BOLDED OFF.
OH, THEY WERE, THEY WERE INSIDE THE BOULDERS.
OKAY, LET'S GO BACK, GET BACK INTO SESSION.
WHILE WE TOOK A FIVE MINUTE BREAK, EVERYBODY
[01:55:01]
LEFT.THEY'RE HUNGRY, THEY'RE HUNGRY.
WELL, DON'T LET THAT STOP YOU.
SO TO PICK UP WHERE WE LEFT OFF, UM, I'M GONNA SHOW YOU WHAT GLENDALE DID AS AN EXAMPLE OF A VIRTUAL REALITY AND MAPPING TOOL, UM, THAT COULD BE EFFECTIVE FOR US THAT WE'RE EXPLORING STILL.
IT STARTS WITH A DRONE FOOTAGE VIDEO.
IT'S, AH, THERE IS NORMALLY, BUT OH, THAT'S FINE WITH, WITH OUR TECHNICAL DIFFICULTIES.
CAN YOU TAKE THE MOUSE OFF? WOW.
AND NOW IT AUTOMATICALLY REDIRECTS TO AN INTERACTIVE MAPPING TOOL.
AND KEEGAN'S GONNA TAKE US TO, UH, WESTGATE HERE JUST TO GIVE YOU AN IDEA OF WHAT IT IS.
SO YOU CLICK DOWN INTO IT, AND THEN YOU CAN KIND OF WALK AROUND.
IT'S VERY SIMILAR TO WHAT, UM, GOOGLE MAPS WILL OFFER THIS FEATURE, BUT, UM, YOU CAN MOVE AROUND AND SEE WHAT TO EXPECT.
BUT, YOU KNOW, YOU COULD, I'M, I'M EN ENVISIONING SEDONA.
YOU CAN TAKE PEOPLE TO VIEWPOINTS IN UPTOWN.
UM, AND THEN, UH, ADDITIONALLY, LIKE I SAID, THIS COULD BE USED.
MY MIND GOES TO A TRAIL CAMPAIGN WHERE WE, WHERE WE BE STRATEGIC ABOUT WHERE WE WANT PEOPLE TO GO AND HOW TO DO IT.
AND WE CAN USE A TOOL LIKE THIS TO DIRECT PEOPLE THERE.
SO JUST KNOW THAT WE'RE EXPLORING THAT FOR THE WEBSITE.
NEXT UP, WE WERE THERE FOR THE LAST, LAST YEAR'S LEAGUE CONFERENCE.
WAS THERE? OH, REALLY? WE, WE WALKED ALL THAT.
NEXT UP IS KEEGAN, RIGHT? YES.
AS THE D M M O, WE HAVE BEGUN WORKING WITH THE ARIZONA OFFICE OF TOURISM IN A VARIETY OF WAYS.
ONE OF THE BENEFITS OF AN A O T COLLABORATION IS THEIR ANNUAL RURAL CO-OP MARKETING PROGRAM, WHICH OFFERS RURAL D M OS CITIES AND TOWNS.
THE OPPORTUNITY TO PICK FROM A MENU OF RESEARCH, ADVERTISING, COLLA AND COLLATERAL OPPORTUNITIES.
A O T THEN MATCHES UP TO $50,000 IN PRODUCTS OR SERVICES.
SO HERE'S WHAT WE'VE DECIDED TO GO WITH.
WE STRATEGICALLY CHOSE ITEMS THAT REFLECT OUR UNIQUE SEASONALITY, OUR MATURE AND AFFLUENT MARKET SEGMENTS AND READY TO IMPLEMENT PLATFORMS. ON THE LEFT ARE ADVERTISING ITEMS THAT WE'LL GO OVER.
FIRST AMERICA JOURNAL IS A QUARTERLY MAGAZINE DISTRIBUTED VIA SUBSCRIPTION AND ON NEWSSTANDS TO GERMANY, AUSTRIA, AND SWITZERLAND WITH A CIRCULATION OF 35,000 AND ABOUT 130,000 READERS.
THE GERMAN MARKET TENDS TO BOOK VACATIONS FOUR TO SIX MONTHS OUT, AND ONCE THEY'RE INTERESTED IN A DESTINATION, THEIR READERS ARE AFFLUENT WITH ABOUT 60% HAVING A HOUSEHOLD INCOME OF $185,000.
ON AVERAGE, READERS STAY IN THE UNITED STATES FOR 22 DAYS PER VISIT, AND THEY TYPICALLY VISIT ONCE A YEAR.
SO THEY'RE SUPER REGULAR, THEY'RE CONSISTENT, THEY KNOW WHAT THEY LIKE AND THEY KNOW WHAT THEY DON'T LIKE.
THEY'RE, YOU CAN COUNT ON THEM TO GO TO THE SAME DESTINATIONS OVER AND OVER AGAIN.
THEY'VE ALREADY BEEN TO THE UNITED STATES EIGHT TIMES.
UH, WE'RE GONNA HAVE A FULL PAGE ADVERTORIAL, WHICH WILL INCLUDE LAYOUT AND TRANSLATION SERVICES.
IT'LL BE DISTRIBUTED IN THE MARCH AND THE JUNE, 2024 ISSUES HIGHLIGHTING OUR SUMMER CAMPAIGN.
NEXT IS SPEARFISH, WHICH IS A DIGITAL AD DISPLAY, WHICH WILL TARGET VISITORS FROM THE MATURE MARKETS OF SOUTHERN CALIFORNIA, SAN FRANCISCO, AND CALIFORNIA FROM JANUARY THROUGH AUGUST, SKIPPING MARCH AND APRIL.
SO WHAT THEY DO IS THEY USE A WHITE LIST OF HIGHLY RAF TRAFFICKED WEBSITES SUCH AS C N N, HUFFINGTON POST, USA TODAY, TIMES.COM, ET CETERA.
I FORGOT TO ADD, CHICAGO IS ALSO IN THAT TARGETED VISITORS, UM, THAT WE'RE, WE'RE GOING AFTER DURING THAT, THAT TIMEFRAME.
[02:00:01]
DATA, THIS IS REALLY INTERESTING.THE CONSUMER DATA WILL BE COLLECTED USING CREDIT CARD SPENDING.
ADS WILL APPEAR ON THESE WEBSITES BASED ON AVAILABLE ADS SPACE.
SO IF YOU GO TO YAHOO.COM, YOU'LL SEE A LAUNDRY LIST OF DISPLAY ADS.
UH, TYPICALLY ON THE RIGHT HAND SIDE, THAT'S ALL BASED ON, UM, A SPACE AND INVENTORY.
SO THEY WORK WITH AGENCIES LIKE SPEARFISH TO PLACE ADS ON THESE WHITE LIST SEARCHABLE WEBSITES.
AND ESSENTIALLY CONSUMER DATA WILL BE COLLECTED USING CREDIT CARD SPENDING.
AND FOR THOSE, UM, LIVING IN THOSE ABOVE MENTIONED TARGETED MARKETS WHO HAVE SPENT MONEY IN ARIZONA IN THE LAST 18 MONTHS.
AND AS WE KNOW, UH, VISITORS ARE ON THE REPEAT.
THEY, THEY LIKE WHAT THEY LIKE, THEY DON'T LIKE WHAT THEY DON'T LIKE, THEY GO TO THE SAME LOCATIONS OVER AND OVER AGAIN.
IN ARIZONA, 82% OF OUT-OF-STATE VISITORS ARE REPEAT VISITORS.
SO THAT'S A STAT FROM THE ARIZONA OFFICE OF TOURISM.
THE CONSUMER DATA WILL BE COLLECTED WITH CREDIT CARD SPENDING, AND ONCE THEY DO RETURN, WE'LL GET AN ARRIVALS ATTRIBUTION REPORT THAT WILL GIVE US INFORMATION OF AD SCENE TRACKING.
THE TRAVELER JOURNEY FROM BOOKING TO ARRIVAL TO EVEN WITH OUR MEDIA MONITORING, CAN TRACK WHAT THEY'RE SAYING ABOUT IT THROUGH INFLUENCING INFLUENCER DATA, SOCIAL MEDIA DATA.
SO THIS IS A REALLY AMAZING PLATFORM, A REALLY AMAZING CAMPAIGN THAT WILL GIVE US THE FULL CIRCLE OF, IT'S NOT JUST IMPRESSIONS AND CLICK-THROUGHS, IT'S WHAT WE REALLY NEED TO DETERMINE THE, THE TRUE VALUE OF THE AD CAMPAIGN.
THE NEXT ONE IS THROUGH SAN DIEGO MAGAZINE.
IT'S A FULL PAGE PRINT AD AND DIGITAL DISPLAY THAT WILL BE IN THEIR MAY ISSUE FEATURING OUR SUMMER CAMPAIGN AGAIN.
SO THIS IS ALL, MOSTLY ALL NEXT YEAR.
THE SAN DIEGO MAGAZINE HAS A MONTHLY PRINT PUBLICATION OF 41,000, AND THEIR WEBSITE HAS, UH, 300,000 MONTHLY PAGE VIEWS.
THE AD WILL ALSO BE FEATURED ON THEIR SOCIAL MEDIA OUTLETS WITH ALMOST 400,000 FANS CUMULATIVE.
AND IN THEIR WEEKLY E-NEWSLETTER, WHICH IS ALMOST A HUNDRED THOUSAND SUBSCRIBERS OPTED IN SUBSCRIBERS, THEIR PRINT READERSHIP HAS, UH, AVERAGE HOUSEHOLD INCOME OF 230,000 AND IS READ BY ABOUT 205,000 READERS, UM, PER
THEY'RE A MONTHLY PUBLICATION.
NEXT IS THE PRIDE GUIDE, THE ARIZONA EDITION.
WE'LL HAVE A QUARTER PAGE AD PRINTED IN THE ANNUAL PRIDE GUIDE ARIZONA EDITION.
THAT'LL BE DISTRIBUTED IN JANUARY, 2024.
THE GUIDE WILL ALSO FEATURE A LETTER FROM MAYOR JALO, WELCOMING LGBTQ PLUS TRAVELERS TO SEDONA.
IT WILL ALSO HAVE A DESTINATION LISTING FOR THE CITY OF SEDONA, FEATURED ON GAY ARIZONA.COM.
THE ARIZONA PRINT PRINT EDITION IS DISTRIBUTED TO OVER 420 COMMUNITY GATHERING LOCATIONS STATEWIDE HERE IN ARIZONA AND AT LGBTQ PLUS COMMUNITY CENTERS IN MAJOR US CITIES.
THE PRINT PRINTING GUIDE IS READ BY 450,000 READERS ANNUALLY.
WE WILL HAVE THE DIGITAL DISPLAY ADS THROUGH MADDEN MEDIA, WHICH WILL FOCUS ON THE CANADIAN MARKET USING NEAR TO GATHER CELLULAR DATA.
THE CAMPAIGN WILL BE FOCUSED ON TRAVEL BUFFS AND FAMILIES WHO HAVE DEMONSTRATED INTEREST IN VISITING SEDONA.
THAT MEANS THAT IN THEIR TRAVEL JOURNEY, THEY'VE SOUGHT SEDONA RESOURCES, EITHER THAT'S THROUGH OUR WEBSITE OR REALLY ANY WEBSITE GARNERED WITH, UH, COMPILED SEDONA INFORMATION.
THE CAMPAIGN WILL RUN MARCHED THROUGH AUGUST, AND IT'LL ALSO BE FOCUSED ON SUMMER TRAVEL.
THE DIGITAL DISPLAYS WILL BE SERVED TO A CUSTOM AUDIENCE THROUGH GOOGLE DISPLAY NETWORK AND PROGRAMMATIC DIGITAL AD BUYS SIMILAR TO THAT OF SPEAR FITCH, WHICH I MENTIONED A LITTLE BIT EARLIER.
WE'LL BE WORKING WITH MADAM MADDENED TO ALSO DEVELOP A CUSTOMIZED ATTRIBUTION REPORT, WHICH WILL TRACK HOW MANY OF THOSE WHO HAVE VIEWED THE ADS ULTIMATELY VISIT SEDONA ONE.
AND WE'RE GONNA TRACK THAT ONE YEAR AFTER THE CAMPAIGN IS OVER, AND OF COURSE, THROUGHOUT THE CAMPAIGN.
SO THIS WILL REALLY HELP US DETERMINE A BOOKING WINDOW FOR THAT CANADIAN MARKET BASED ON DISPLAY ADVERTISING.
AND IT'LL REALLY GIVE US A GLIMPSE INTO THAT CANADIAN MARKET AS WELL, WHICH IS A VERY MATURE MARKET.
OKAY, NOW WILL BOUNCE OVER TO THE RIGHT SIDE.
UM, THESE WILL ALSO, MOST OF THESE WILL GO OVER AGAIN,
[02:05:01]
BUT, UH, THE ONE THAT I DIDN'T PUT ON HERE IS CALLED HYPE AUDITOR.IT'S FREE, THAT'S WHY I DIDN'T PUT IT ON.
BUT IT'S FOR ANY RULE A O T RULE, CO-OP MARKETING PARTNER, AND FUNCTIONS AS AN INSTAGRAM VETTING TOOL.
IT PROVIDES UP TO 20 AUDITS FOR SOCIAL MEDIA COLLABORATIONS.
SO IF YOU'RE A SOCIAL MEDIA INFLUENCER, LET'S SAY YOU HAVE A QUARTER OF A MILLION FANS OR FOLLOWERS, AND YOU REACH OUT AND SAY YOU WANT AN ITINERARY, WE CAN HAVE HYPE AUDITOR DO AN AUDIT OF HOW MANY PEOPLE ACTUALLY REACT.
HOW MANY OF THOSE ARE BOTS? HOW MANY ARE, ARE ACTUALLY REALLY HANGING ON EVERY WORD YOU SAY
INFLUENCERS ARE INFLUENTIAL, IMAGINE THAT.
AND THEY, THEY HAVE A AUDIENCE, VERY FAITHFUL PEOPLE WHO GO TO THESE DESTINATIONS THAT, THAT THEY TRAVEL TO.
SO, UH, HAVING THAT HYPE AUDITOR TOOL WILL BE REALLY NICE IN, IN THE NEAR FUTURE, UH, CROWD OF IS WHERE I GET REALLY EXCITED.
IT'S A USER GENERATED CONTENT PLATFORM THAT COMPILES IMAGES DERIVED FROM SOCIAL MEDIA POSTS FROM FACEBOOK AND INSTAGRAM.
THROUGH THIS SOFTWARE, WE CAN FEATURE CROWDSOURCE SOCIAL MEDIA IMAGERY ON OUR NEW TOURISM PROGRAM WEBSITE, PENDING RIGHTS APPROVAL.
SO WE HAVE TO GET THE RIGHTS BEFORE WE PUT IT ON OUR WEBSITE.
AND, UM, ROB WILL SHOW SOME EXAMPLES A LITTLE LATER WHEN WE LOOK AT OUR WEBSITE, WE'LL BE PARTICIPATING IN THE FOLLOWING TRADE SHOWS AND MISSIONS.
SO WE'RE GOING TO THE US TRAVEL ASSOCIATION'S, I P W I'M SURE YOU'VE HEARD OF THAT.
IT'S A TRADE AND TRAVEL MISSION IN MARCH OF NEXT YEAR.
AND WE'RE, UM, HEATHER ALREADY MENTIONED WE'RE GOING TO A GERMAN TRADE AND MEDIA MISSION IN NOVEMBER, AND WE'RE ALSO GOING TO A GO WEST SUMMIT TRADE AND MEDIA MISSION IN LAKE TAHOE, AND THAT'S IN FEBRUARY.
SO THESE SHOWS AND MISSIONS ARE SUPER VALUABLE TO BUILD RELATIONSHIPS AND TO BE RELEVANT IN THE MARKET.
OUR SUCCESS WITH THESE SHOWS AND MISSIONS WILL COME, UH, WILL REALLY COME FROM OUR FOLLOW-UP AND CONNECTING LOCAL BUSINESSES TO ALL THE PEOPLE WE MEET AND GAR GARNER SOME ROOM NIGHTS, BUILD THOSE CONNECTIONS.
SO THIS IS GONNA BE A REALLY GREAT ONE TO REPORT ON LATER ARE, UH, WE'LL BE RECEIVING AN ECONOMIC IMPACT RESEARCH THROUGH AN AGENCY CALLED DEAN RENON, WHICH WILL PROVIDE TRAVEL, EXCUSE ME, TRAVEL, TRAVEL GENERATED SPENDING EARNINGS, EMPLOYMENT AND TAX RECEIPTS WITH THE AIM OF UNDERSTANDING THE ECONOMIC IMPACT OF TOURISM AND CROSS-REFERENCING THIS DATA WITH OTHER DATA THAT WE'RE COLLECTING THAT, UM, KAREN TALKED ABOUT EARLIER.
UH, AS EVERYONE'S ALREADY SAID, RESEARCH IS GOING TO BE THE BACKBONE OF BUILDING OUR TOURISM BUREAU AND MAKING DATA DRIVEN DECISIONS THROUGHOUT.
UM, THE, WE ALREADY COVERED THE PHOTOGRAPHY, SO I DON'T NEED THINK, I NEED TO GO INTO THAT.
THAT WILL SUPPORT OUR WINTER SUNSHINE DESPAIR CAMPAIGN, BUT IT'LL ALSO HELP US BUILD OUT A TRAVEL RELATED IMAGE GALLERY, WHICH WILL BE REALLY NICE TO, TO HAVE ON OUR WEBSITE AND TO BE ABLE TO GIVE THE, THE TRAVEL INDUSTRY RESOURCES LIKE THAT.
IF THEY DON'T HAVE TIME TO COME HERE, THEY STILL WANNA WRITE ABOUT US BEING ABLE TO OFFER THOSE RESOURCES FOR, FOR MAGAZINES LIKE SUNSET MAGAZINE, WE, WE WOULD LOVE THAT.
FINALLY, WE'RE CONTRACTED, UM, WITH THE DESIGN DEVELOPMENT MAINTENANCE AND REPORTING OF A FUNCTIONING CONSUMER TRAVEL WEBSITE THROUGH GO TRAVEL SITES.
WE'LL BE LAUNCHING THE NEW WEBSITE NOVEMBER ONE.
AND ROB'S GONNA TALK ABOUT THAT RIGHT NOW.
SO AS KEEGAN MENTIONED, PART OF THE CO-OP PARTNERSHIP IS THE DESIGN AND BUILD OF A TRAVEL WEBSITE.
UM, THIS IS A LIST OF EVERYTHING THAT'S AVAILABLE TO US, UM, FOR THAT WEBSITE.
AND WE ARE EXPLORING ALL OF IT.
UH, I'LL QUICKLY GO THROUGH EACH FEATURE.
I'LL GIVE YOU SOME OF THE HIGHLIGHTS SO YOU HAVE AN IDEA OF WHAT'S POSSIBLE WITH THE WEBSITE THAT WE'RE GOING TO BUILD.
UH, INTEGRATED CONTENT MANAGEMENT SYSTEM.
A C M SS BASICALLY MEANS THAT WE'LL HAVE COMPLETE CONTROL IN-HOUSE TO MODIFY, CHANGE, ADJUST ANYTHING THAT WE NEED TO DO.
UM, OPTIMIZED FOR MOBILE IS REALLY KEY.
THAT'S THE TREND WE'RE SEEING.
UM, EVEN ON SEDONA AZ.GOV, MORE THAN HALF OF OUR USERS ARE ON MOBILE DEVICES, SO I THINK THAT NUMBER IS ONLY GOING TO INCREASE.
UH, SOME OF THE DESTINATION WEBSITES THAT WE'VE LOOKED AT ARE CLEARLY DESIGNED PRIMARILY FOR MOBILE.
THEY ACTUALLY DON'T EVEN LOOK AS GOOD ON DESKTOP ANYMORE BECAUSE THEY'RE ON MOBILE AND THEY LOOK FANTASTIC ON A PHONE, I GOTTA SAY.
SO
UM, PROFESSIONAL GRAPHIC DESIGN.
UH, WE'RE, WE'RE BASICALLY WORKING WITH AN
[02:10:01]
AGENCY, UH, THROUGH GO TRAVEL SITES.AND THEY HAVE A PROFESSIONAL GRAPHIC DESIGNER.
UM, IT HAS AN INTEGRATED, COULD HAVE AN INTEGRATED EVENT CALENDAR.
UH, IT INTEGRATES SEAMLESSLY WITH FORMS, NEWSLETTER SIGNUPS, DELIVERY, TRAVEL GUIDES, UH, THOSE TYPES OF THINGS.
IT HAS INTEGRATED SITE SEARCH.
WE CAN LAUNCH AND PUBLISH A CUSTOMIZABLE BLOG, UH, IF WE CHOOSE TO DO SO.
UM, ALSO SOCIAL MEDIA INTEGRATION, FACEBOOK, ALL, ALL OF THE CHANNELS, INCLUDING CROWDRIFF AS, UH, KEEGAN MENTIONED.
UM, IT COMES BUILT IN WITH THE SS E O TOOLS, SEARCH ENGINE OPTIMIZATION.
IT'S ALL THE WIZARD BEHIND THE CURTAIN STUFF, BUT ABSOLUTELY ESSENTIAL.
IT HAS SOME AUTOMATED TOOLS THERE THAT WILL HELP US.
UH, IT INTEGRATES WITH GOOGLE PRODUCTS LIKE GOOGLE MAPS, GOOGLE TRANSLATE, GOOGLE ANALYTICS FOUR, UH, WHICH IS EXCITING.
THAT GIVES US LOTS OF, UH, AGAIN, BACKEND DATA AND TRACKABILITY ON WHERE PEOPLE ARE COMING FROM, WHERE THEY'RE GOING, WHAT PAGES, HOW MANY, HOW LONG THEY STAY ON EACH PAGE, UH, GREAT INFORMATION LIKE THAT.
UM, ONE OF THE KEY FEATURES I THINK IS, UH, THE CUSTOMIZABLE EMERGENCY ALERTS WITH THE CITY'S FOCUS ON EMERGENCY PREPAREDNESS.
THIS FEATURE WILL ALLOW US TO PUBLISH BANNERS, UH, ON THE TOURISM WEBSITE THAT POTENTIALLY REACH VISITORS BEFORE THEY LEAVE HOME OR BEFORE THEY ARRIVE HERE.
SO, UM, IN THAT WAY, THE TOURISM WEBSITE CAN THEN ALSO BECOME AN EXTENSION OF THE CITY'S, UH, EMERGENCY SYSTEMS, WHICH I THINK IS GREAT.
UM, ACCUWEATHER, I DON'T KNOW.
I I THINK WE GET TO CHOOSE LIKE BOB'S WEATHER ACCUWEATHER AND WE'LL, WE'LL FIGURE IT OUT.
UH, AND THEN THERE ARE ADD-ONS.
UH, THESE ARE AN EXTRA COST, BUT WE'RE ALSO EXPLORING SOME OF THESE BECAUSE, UH, THEY MAY BE USEFUL.
UH, A TRIP PLANNER IS CUSTOMER FACING.
SO, UH, THE VERSION THAT I'VE SEEN, BASICALLY, IMAGINE THAT ON SCREEN, YOU HAVE A, LIKE A FLOATING WINDOW AND HERE'S, UM, A SEDONA RESTAURANT AND YOU SAY, OH, I'D LIKE TO VISIT THAT.
YOU DRAG AND DROP IT INTO YOUR WINDOW.
AND THEN AT THE END, BOOM, YOU HAVE ALL OF THE, ALL OF YOUR FAVORITES ARE THERE FOR YOU.
TRAVEL PLANNER, THAT'S A POSSIBILITY.
ITINERARY BUILDER IS, IS, UH, IN-HOUSE FACING.
THAT'S FOR US TO CREATE SUGGESTED ITINERARIES.
WE'VE TALKED A LOT ABOUT THAT.
I THINK THAT'S GONNA BE A KEY FEATURE.
UM, AGAIN, WITH THAT IDEA OF DIRECTING VISITORS WHERE WE WANT THEM TO GO.
AND YES, USE THE SHUTTLE AND YES, USE THE STEPS, TRAILS AND THE SHARED USE AND YES, GO TO THESE DIFFERENT PLACES.
SO, UM, ALL OF THAT BECOMES USEFUL.
CUSTOM DASHBOARD, THREE D MAPPING.
YOU CAN SEE IT'S A, IT'S A ROBUST MENU.
WEBMASTER SERVICES, HOSTING BACKUPS, UH, CLOUDFLARE, WHICH BASICALLY MEANS COPIES OF THE WEBSITE ARE ON SERVERS ALL AROUND THE COUNTRY.
SO IF YOU ARE IN NEW YORK OR IN CHICAGO AND YOU PULL UP THE WEBSITE, IT LOADS FASTER FOR YOU BECAUSE IT'S PULLING FROM A LOCAL SERVER.
THAT'S PRETTY STANDARD, BUT IT'S A GREAT FEATURE TO HAVE INCLUDED.
AND THEN, UM, UNLIMITED TRAINING FOR, FOR US, UM, IN-HOUSE.
SO I THINK NO MATTER WHICH FEATURES WE END UP CHOOSING, THE END RESULT IS GOING TO BE A ROBUST, FULL SERVICE, FULLY FEATURED VISITOR WEBSITE, AND WE'RE REALLY EXCITED ABOUT THAT.
UM, BEFORE WE GO TO THE NEXT SLIDE, UM, LET'S TALK ABOUT THE U R L YOU SEE THERE AT THE BOTTOM OF THE PAGE.
WE HAVE REGISTERED SEVERAL URLS, UH, ACTUALLY, BUT FOR NOW, WE'VE SECURED SEDONA, UH, SCENIC SEDONA.COM AND ALL OF THE ASSOCIATED PROPERTIES ON SOCIAL MEDIA, UH, CHANNELS.
KNOWING THAT THIS MAY CHANGE, UH, WHEN WE GO THROUGH ALL OF THE BRANDING WORK WITH, WITH THE AGENCY, UH, WE CHOSE SCENIC SEDONA.COM BECAUSE IT COVERS A BROAD SPECTRUM.
IT'S, AND IT'S ENOUGH OF AN UMBRELLA THAT WE CAN SPECIALIZE UNDERNEATH IT IF WE NEED TO, UH, AS, AS THE BRAND, UH, GETS DEVELOPED.
UM, AND ALSO IT'S RECOGNIZABLE AND IT'S EASY ENOUGH TO FIND AND TO REMEMBER.
SO THAT'S HOW WE LANDED ON SCENIC SEDONA.COM.
THE TIMELINE OF THIS WEBSITE, UH, THE KICKOFF WAS SEPTEMBER 1ST, PLANNING AND DESIGN.
WE'VE SPENT THE LAST MONTH, UM, BASICALLY, UH, LOOKING AT TONS OF WEBSITES FROM OTHER DESTINATIONS AND COMPARE COMPARING NOTES WITH THE AGENCY, EXPLAINING WHAT WE LIKE AND WHAT WE DON'T LIKE AND WHY, DISCUSSING WHAT WILL BEST SERVE OUR COMMUNITY AND BUSINESSES.
UH, YESTERDAY WAS ACTUALLY THE FINAL PLANNING MEETING.
[02:15:01]
UM, OCTOBER WORKING ON LAYOUTS, DEVELOPING AND CRAFTING KEY MESSAGING, ESPECIALLY FOR SUSTAINABLE AND RESPECTFUL TOURISM, CREATING ALL KINDS OF CONTENT, WRITTEN COPY, PHOTOS, VIDEOS, AND BUILDING OUT FEATURES LIKE BUSINESS LISTINGS AND ITINERARIES, THINGS LIKE THAT.AIMING TO LAUNCH ON NOVEMBER 1ST, HOPEFULLY IN CONJUNCTION WITH THE BEGINNING OF THAT WINTER MARKETING CAMPAIGN.
UM, AT THE SAME TIME, UM, AS YOU CAN SEE, THIS IS A PRETTY AGGRESSIVE TIMELINE TO BUILD OUT A WEBSITE.
UM, WE'VE DISCUSSED IT WITH THE AGENCY.
THEY SAY THEY CAN DELIVER, AND WE'RE IN IT TO WIN IT OVER HERE.
SO, UM, WE'RE SWINGING FOR THE FENCE ON THIS, AND WE'LL SEE HOW FAR WE GET, BUT THAT IS, THAT IS THE GOAL OF NOVEMBER 1ST.
SO THEN WE WANT TO SHOW YOU A FEW WEBSITES THAT WE LIKE.
AND BEFORE W WAUKEGAN IS DOING THAT.
UM, LET ME JUST SAY THAT, UH, THESE ARE WEBSITES THAT INSPIRE US.
THEY'RE NOT NECESSARILY WHAT WE'RE PROPOSING FOR SEDONA.
THEY'RE NOT, IT'S NOT LIKE A SLAM DUNK, UH, TRADE OUT.
THEY'RE EXAMPLES OF WHAT WE BELIEVE REPRESENT EFFECTIVE, RESPONSIBLE MARKETING AND STEWARDSHIP OF OTHER DESTINATIONS.
THE VIDEO'S NOT
WE CAN STILL, YOU KNOW, IT'S NO PROBLEM.
SO THIS IS FOR VISIT JACKSON HOLE.
UM, YOU CAN SEE RIGHT OFF THE BAT THAT IT IS, UM, WE'RE GONNA REFRESH.
SO, UM, I JUST WANNA POINT OUT THEIR TAGLINE.
STAY WILD ALREADY BEGINS TO IMPLY RESPONSIBLE TOURISM.
UM, ON THE ONE HAND, YES, STAY WILD, YOU VISITORS COME TO WHERE THE WILDERNESS IS, BUT THEY'RE ALSO SAYING, OUR INTENTION IS TO KEEP IT WILD.
SO THAT'S JUST A PIECE OF BRANDING THAT I THINK IS REALLY KEY.
THEY FEEL LIKE REAL PEOPLE IN REAL PLACES.
UM, THIS SITE LOOKS FANTASTIC ON A MOBILE PHONE, THAT GIANT TEXT, BIG AND BOLD, SO EASY TO SCROLL, UH, THROUGH AND LOOK AT.
IT HAS VERY SIMPLE NAVIGATION.
UM, IT'S LAID OUT LIKE A MAGAZINE THAT WAS, UH, LAUREN POINTED THAT OUT.
SHE SAYS, THIS LOOKS LIKE A MAGAZINE, WHICH I THINK IS, UH, THERE'S LOTS OF WHITE SPACE.
IT'S VERY EASY TO KNOW WHERE TO LOOK.
THAT'S REALLY HIGH, HIGH-END DESIGN.
UM, OKAY, HANG ON RIGHT THERE.
UM, AS WE SCROLL DOWN, HERE'S USEFUL ARTICLES, UH, INFORMATION FOR ACTIVITIES HERE, UM, IN THE GREEN BOX, LIVE BY THE WILD RULES.
HERE'S THE FIRST EXPLICIT EXAMPLE OF, UH, HEY, WE WANT YOU TO RESPECT THE LANDSCAPE WHEN YOU COME HERE.
AND THERE'S MORE RIGHT HERE ON THEIR HOMEPAGE.
WE KNOW THIS IS A FOUNDATIONAL ASPECT OF OUR ENTIRE PROGRAM, ESPECIALLY OUR WEBSITE.
SO, UM, I CAN APPRECIATE THEY, THEY CALL IT OUT SEVERAL TIMES.
THAT'S THE FIRST TIME YOU'LL SEE IT.
UM, IF YOU CONTINUE TO SCROLL, OKAY, BOOM, HERE WE ARE AGAIN.
KEEP JACKSON HOLE WILD, EVEN MORE EXPLICIT.
HERE'S HOW WE WANT YOU TO BEHAVE WHEN YOU ARE HERE.
BUT, UM, WE LOVE IT HERE, AND YOU NEED TO LOVE IT LIKE WE DO.
UM, AS WE SCROLL VIDEO, UM, WHO DOESN'T LOVE A BISON IN FRONT OF THE TETON
UH, YES, KEEP SCROLLING, PLEASE.
OH, OH, IT WAS, I DIDN'T EVEN NOTICE THAT.
IT'S, UM, I THINK IT'S TEDDY ROOSEVELT'S GREAT GRANDSON OR SOMETHING, UM, RECITING TEDDY ROOSEVELT'S WORDS THAT HE SPOKE AT THE GRAND CANYON 120 YEARS AGO, SAYING, LEAVE AS, LEAVE IT AS IT IS.
UM, MAKE SURE IT'S PRESERVED FOR FUTURE GENERATIONS.
SO THERE'S ANOTHER EXAMPLE OF A SORT OF LEAVE NO TRACE.
AND THEN AS WE SCROLL DOWN, WE LOVE THESE INTERACTIVE MAPS, GRAPHIC REPRESENTATIONS.
AGAIN, NOT OVERSELLING, IT'S SUBTLE.
IT DOESN'T DRILL DOWN TOO FAR, BUT IT GIVES YOU, THIS ONE ACTUALLY IS NOT INTERACTIVE, BUT, UM, YOU'RE LIKE, I'LL, I'LL CLICK AROUND ON IT.
UM, AND HERE, UM, THIS IS CALLED AN ACCORDION MENU.
IT JUST, THIS SITE IS SO WELL DESIGNED.
IT'S AN EFFICIENT USE OF SPACE.
THERE'S DIFFERENT WAYS TO INTERACT WITH THE INFORMATION.
THESE ARE ALL THINGS THAT WE WANT TO, UH, CAPTURE IN THE TOURISM WEBSITE.
[02:20:01]
HOW TO HAVE A CARLESS JACKSON HOLE VACATION.ANOTHER MESSAGE OF HERE'S HOW WE NEED YOU TO BE WHEN YOU COME HERE.
I LOVE THIS IDEA, ACTUALLY, AND I THINK WE NEED TO STAY ON IT.
AND HERE'S AN EXAMPLE OF CROWDRIFF, UM, THAT KEEGAN'S BEEN TALKING ABOUT.
UM, HASHTAG VISIT JACKSON HOLE.
THESE ARE, THIS ONE'S HIGHLY CURATED.
THESE ARE IMAGES DONE BY PEOPLE WHO VISITED AND POSTED TO THEIR OWN SOCIAL MEDIA, UH, ACCOUNTS.
AND THEN JACKSON HOLE ASKS FOR PERMISSION TO SHARE THEM ON THEIR WEBSITE.
UM, IT'S JUST, AGAIN, A NICE WAY, REAL PEOPLE, REAL PHOTOS.
UM, DO I HAVE ANYTHING ELSE TO SAY ABOUT THAT? I DON'T THINK SO.
AND WE CAN JUST STAY RIGHT THERE.
SO THIS IS, UH, CHARLESTON, SOUTH CAROLINA.
UM, AND REALLY THE REASON I WANTED TO SHARE IT WITH YOU ALL IS BECAUSE IT IS AN EXEMPLARY USE OF HOW FONTS ALONE CAN CONVEY A SENSE OF PLACE AND TIME.
I, I GET, THIS IS A LITTLE FORMAL.
THIS IS, UM, HISTORY LOVES COMPANY.
I MEAN, THEY EVEN STATED IT EXPLICITLY, BUT AGAIN, JUST EXPERTLY DESIGNED.
AND WE, AS WE'VE BEEN TALKING ABOUT, A BIG PART OF OUR WEBSITE AND THE PROGRAM WILL BE, UM, CAPTURING, UH, SEDONA IN A, IN A MEANINGFUL WAY THAT'S ESPECIALLY MEANINGFUL FOR OUR RESIDENCES AND OUR BUSINESSES RESIDENTS.
UM, AND THEN CONVEYING THAT TO PEOPLE WHO WANT TO VISIT US HERE.
SO, UM, ONE MORE FEATURE HERE.
UH, SCROLL DOWN A LITTLE FURTHER.
UM, THESE CAROUSELS, THESE IMAGE CAROUSELS ACTUALLY GO LEFT, RIGHT? UM, THE THREE OF US, ESPECIALLY, I HAVEN'T GOTTEN JAMES'S OPINION ON THIS YET, BUT THE THREE OF US, WHAT THEY CALL DOOM SCROLLING, WHERE YOU FEEL LIKE YOUR THUMB, YOU'RE JUST SCROLLING FOREVER AND EVER.
SO THESE LEFT AND RIGHT CAROUSELS, JUST AGAIN, GIVE YOU ANOTHER INTERESTING WAY TO ENGAGE WITH THE CONTENT.
AND YOU CAN SEE GRAPHICALLY HERE, EVERY ASPECT OF THIS WEBSITE CONVEYS A LITTLE BIT OF THAT SOUTHERN CHARM, A LITTLE BIT OF THAT HISTORY, JUST THE LITTLE BLUE BACKGROUNDS AND STUFF.
ANYWAY, YOU CAN TELL WHERE I GEEK OUT.
SO THAT'S, I'M, I'M NERDING OUT A LITTLE BIT THERE FOR YOU ON THE DESIGN.
BUT, AND THEN AT THE BOTTOM IS ALSO ANOTHER CROWD RIFF, IF I THINK, YES.
SO, UH, THOSE ARE SOME IDEAS FOR WEBSITES.
UM, CAN WE GO BACK TO THE PRESENTATION? YES.
SO, IN SUMMARY, I JUST WANT TO SAY YES, THEY'RE AT THE BOTTOM, UH, UH, CLEAN, MODERN, MOBILE OPTIMIZED, USER FRIENDLY, AND WHAT I'M CALLING, UH, CONDITIONALLY INVITING.
THOSE ARE, THAT'S JUST MY WORDS, CONDITIONALLY INVITE IN CONDITIONALLY INVITING.
BUT THAT'S THE WAY THAT I DESCRIBE THIS TREND THAT WE'RE SEEING ACROSS SO MANY DESTINATIONS ABOUT SUSTAINABLE TOURISM, RESPONSIBLE TOURISM, RESPECTFUL TRAVEL, UM, ASPEN, COLORADO, DURANGO, BOULDER, MOAB, PALM SPRINGS BEND, OREGON, JACKSON HOLE.
ALL OF THEM HAVE THIS MESSAGE, THE ASPEN PLEDGE THAT EVERYONE, EVERYONE'S DOING IT
AND SO THROUGH OUR BRANDING WORK AND BRANDING EXERCISES WITH THE AGENCY, WE'LL FIND THE WAY THAT SEDONA WANTS TO EXPRESS THAT AND INVITE PEOPLE TO COME AND PARTICIPATE IN THIS INCREDIBLE LANDSCAPE, BUT, UM, IN A WAY THAT, UH, SPEAKS TO OUR OWN PERSONALITY, UM, DURING THE BRANDING, DEEP, DEEP DIVE WITH THE AGENCY AND THE TOURISM ADVISORY BOARD.
UM, AND WE KNOW THAT IT'S CRITICAL TO GET IT RIGHT.
SO THAT'S WHY I SPENT A LITTLE EXTRA TIME REALLY HAMMERING THAT HOME.
WE'RE AWARE OF IT, AND, AND WE DO, WE WANNA GET IT RIGHT FOR SEDONA.
UM, SO THAT'S, THAT'S AN OVERVIEW OF THE WEBSITE DESIGN PROCESS AND I THINK ACTUALLY CONCLUDES OUR PRESENTATION.
SO I'M GONNA HAND IT OFF BACK TO KAREN FOR ANY CONCLUDING REMARKS.
LET'S SEE IF THERE'S ANY QUESTIONS.
I, I HAVE JUST A COUPLE SHORT QUESTIONS.
YOU MENTIONED AN EVENT CALENDAR.
DO YOU MEAN LIKE WINE FEST, OCTOBER FEST, BIKE FEST, THAT'S ALL GONNA BE ON ON THE WEBSITE? YES.
I JUST DIDN'T, I WANNA BE SURE THAT I UNDERSTOOD WHAT YOU WERE TALKING ABOUT MM-HMM.
AND THEN, UH, I LOVE THE, UH, GRAPHICS.
I KNOW YOU SAID YOU DIDN'T LIKE THE LEFT TO RIGHT, BUT IT HAD SOME INTERESTING, YOU KNOW, RESTAURANT
[02:25:01]
DISHES OF FOOD.IS THAT SOMETHING THAT YOU'RE CONSIDERING AS WELL? WOULD YOU BE GO, YOU KNOW, TEAMING UP WITH SOME OF THE RESTAURANTS OF IF, IF THEY, IF THEY WERE INTERESTED? YEAH, I, I BELIEVE SO.
I, I THAT MAY BE, UM, A REQUEST THAT WE MAKE OF BUSINESSES.
UM, SHARE WITH US YOUR, UH, YOUR ASSETS AND YOUR COLLATERAL, AND WE COULD FEATURE IT THAT WAY.
WHAT ABOUT, UH, GALLERIES? SOME SHOTS OF THE INSIDE THE GALLERIES? LET THE PEOPLE KNOW.
I MEAN, WE ARE, UH, ANIMATED BY THE ARTS.
SO I, I WOULD HOPE THAT THERE'S SOMETHING IN THERE FOR THEM.
I FEEL LIKE WE'RE REALLY HOPING TO MAKE AMAZING RELATIONSHIPS WITH ALL THESE BUSINESSES AND HAVE AMAZING GALLERIES OF ART, CULTURE, SUNRISE, SUNSET, FAMILIES, ATTRACTIONS, OUTDOOR ADVENTURE, ALL THESE SECTORS THAT WE KNOW HELP DEFINE SEDONA.
AND THAT'S BY WITH PARTNERING WITH THESE BUSINESSES, WITH OUR BUSINESSES.
CATHERINE, ARE WE IN FOR LIKE GENERAL QUESTIONS NOW OR, UH, JUST BEFORE YOU ROB, HAND IT OVER TO, TO KAREN.
I DIDN'T KNOW WHAT YOU WERE LOOKING FOR.
GENERAL QUESTIONS WOULD BE GREAT.
I MEAN, THAT DOES CONCLUDE OUR PRESENTATION.
I DON'T THINK IT'S ANYWHERE NEAR APPROPRIATE TO SAY THAT'S ALL.
OBVIOUSLY THAT THERE'S A LOT MORE COMING, BUT WE'RE HAPPY TO TAKE QUESTIONS.
SO FIRST THANK YOU FOR SEVERAL SLIDES BACK.
YOU, YOU WENT INTO A DESCRIPTION OF WHAT'S GONNA BE ON THE WEBSITE AS WELL, AND I APPRECIATE HAVING THAT BREAKDOWN 'CAUSE IT DOES LOOK LIKE IT'S KIND OF THE INFORMATION WE WANNA TARGET.
SO I WANTED TO SAY THANK YOU FOR THAT.
AND NOW THE BIG QUESTION IS JUST THE, WE HAVE BREAKDOWNS IN OUR PACKETS, BUT WE HAVEN'T TALKED ABOUT IT IN TERMS OF, YOU KNOW, TO GET IT OUT THERE AND THE, AND CAPTURED, BUT, AND JUST UNDERSTAND IT MORE HOLISTICALLY.
WHAT IS ALL THIS GONNA COST AND HOW DOES IT BREAK DOWN? UM, SPECIFICALLY, UM, INTERESTED IN THE, UM, SUNSHINE DESPAIR CAMPAIGN, BUT THE GENERAL COST.
HOW'S OUR SPENDING BEEN ON THIS? WHERE'S THE BULK GOING? JUST IF YOU COULD GIVE US AN OVERVIEW, KAREN, INSTEAD OF US WEEDING THROUGH, 'CAUSE IT'S IN ALL DIFFERENT PLACES IN THE PACKET, IF YOU COULD JUST GIVE US AN OVERVIEW OF, OF THE DOLLARS, THAT'D BE GREAT.
UM, SO YES, WE DO HAVE MORE SPECIFIC BREAKDOWN OF BUDGET IN THE PACKET ASSOCIATED WITH EACH OF THESE PROJECTS.
SO FOR EXAMPLE, THE, THE TWO BIG DATA PROJECTS ARE, ARE $200,000 BETWEEN THE TWO OF THEM, THE A O T RURAL CO-OP 50,000.
UM, WE HAVE RIGHT NOW 50,000 BUDGETED FOR THE WINTER CAMPAIGN.
WE HAVE, WHAT WE DID WITH THE BUDGET IN, IN, IN AGGREGATE WAS WE HAD $1.67 MILLION ALLOCATED FOR THE CONTRACT BETWEEN THE CITY AND THE CHAMBER FOR 2023 FISCAL YEAR 2023.
WE CARRIED THAT NUMBER FORWARD AND WE HAVE, SINCE I RATTLED OFF A COUPLE OF FIGURES THERE, UM, BUT WE ALSO ALLOCATED $424,000 OF THAT TO CONTINUE THE SUPPORT OF THE VISITOR CENTER.
WE HAVE THREE POSITIONS, THREE FULL-TIME POSITIONS ALLOCATED WITHIN THAT 1.67 MILLION.
WE ANTICIPATING, WE ANTICIPATE SPENDING EVERY PENNY OF THAT THIS YEAR.
UM, WE, WE WILL SPEND 1.67 MILLION AND WE WILL LIKELY COME BACK TO YOU DURING NEXT YEAR'S BUDGET PROCESS AND TALK ABOUT OTHER OPTIONS.
SO THE BRANDING AND MARKETING, WE SORT OF PUT, UM, A, A WINDOW OF COST 'CAUSE THERE ARE SOME OPTIONS IN THERE.
THERE'S SOME BASE SERVICES WE'RE ASKING FOR, THERE'S SOME OPTIONAL SERVICES, BUT WE'RE THINKING WE ARE SOMEWHERE LIKELY IN THE 200 TO $250,000 RANGE FOR THAT.
THAT IS NOT INCLUDING THE ADDITIONAL POTENTIAL MARKETING CAMPAIGN OR STRATEGIES, UH, IMPLEMENTATION OF MARKETING.
SO AG AGAIN, WE ARE, WE'RE DEFINITELY AT THE 1.6, UH, 7 MILLION.
IT'S ALSO WHY WE'RE HOPING THAT WE CAN GET SOME GRANT FUNDING THROUGH A O T BECAUSE THAT WILL DEFINITELY OPEN UP SOME MORE POSSIBILITIES FOR THE MARKETING.
UM, BUT IT'S, IT'S GONNA BE VERY TIGHT.
SO TO ADD TO THAT, ARE THOSE FIGURES GONNA BE RECURRING EVERY YEAR OR DID YOU BUY THE SOFTWARE AND NOW YOU JUST HAVE TO MINOR MATE MAINTAIN IT? UH, SO FOR EXAMPLE, THOUGHT OF COURSE IT'S, IT'S ABOUT A NINE $87,000 CONTRACT WITH KIMLEY HORN.
THAT'S A ONE TIME THING, UNLESS WE CAN FIGURE OUT WHAT ARE THE STRATEGIES AROUND RECURRING.
BUT, BUT THE BULK OF THAT WAS BUYING THE DATA.
UM, AND THEN THE, THE ONE TIME ANALYTICS, ONCE THEY BUILD THAT, I WOULD ASSUME THAT IF WE CAN CONTINUE THAT, WHICH WE DON'T KNOW YET,
[02:30:01]
THAT THAT WOULD BE LE LESS EXPENSIVE.PART OF THE $90,000 FOR SYMPHONY WAS IMPLEMENTATION, BUT IT WAS A FAIRLY SMALL PORTION OF THAT.
I DON'T KNOW OFF THE TOP OF MY HEAD.
THAT IS GOING TO BE A RECURRING COST TO CONTINUE THAT SOFTWARE PLATFORM.
AND SO BETWEEN STAFF, BETWEEN MARKETING, I MEAN WE'RE, LIKE I SAID, WE ARE LIKELY GOING TO BE BRINGING DECISION PACKAGE REQUESTS FOR ADDITIONAL WORK INTO NEXT YEAR.
ANYBODY ELSE? BRIAN? THANK YOU MAYOR.
UH, COUNCILOR KINSELLA STARTED TO GET AT IT WITH ASKING SOME BUDGETARY QUESTIONS, SO THANK YOU FOR THAT.
ON THAT SUNSHINE DESPAIR CAMPAIGN.
SO THE DIRECTION WE'VE GIVEN TODAY IS JUST KIND OF TO THE CREATIVE.
IS THAT RIGHT? BECAUSE THE BUDGET, I MEAN ESSENTIALLY IT'S ALREADY BEEN, UH, SET ASIDE AND IT'S IN YOUR SPENDING, UH, AUTHORITY, RIGHT? SO WE'RE NOT GONNA SEE THAT AS A FUTURE, PARDON ME, AS A FUTURE COUNCIL DECISION, CORRECT? THAT IS CORRECT.
SO WHAT YOU WILL SEE, SO THE REASON THAT WE TALKED ABOUT NOT JUST THE CREATIVE, BUT OUR INTENTION TO TARGET FOCUS ON DIGITAL, THE MORE EXPENSIVE VERSION OF DIGITAL, DIGITAL, WHICH WILL GIVE US THE ATTRIBUTION INFORMATION AND SO FORTH IN THOSE SPECIFIC MARKETS.
WE SAID, YOU KNOW, IF WE'RE ABLE TO WITHIN BUDGET, ADD SOME ADDITIONAL DIRECT FLIGHT DESTINATIONS, MORE MATURE MARKETS DO THAT, UM, IS BECAUSE WE'RE LOOKING FOR THE, THE ACQUIESCENCE ON THAT HERE.
UM, IF ANYONE ON COUNCIL WANTS TO TALK ABOUT HAVING THAT COME BACK, OR I, I, I THINK THAT WE ARE SQUARELY EXPECTING THAT THAT IS NOW IN STAFF'S HANDS.
WHAT WE WILL DO IS UPDATES LIKE THIS MORE THAN LIKELY EVERY THREE MONTHS OR SO QUARTERLY AS WE'RE, AS THE PROGRAM IS BE BEING IMPLEMENTED.
UM, AND WE'LL REPORT ON THOSE THINGS TO YOU, BUT NO, THERE WEREN'T ANY ADDITIONAL DECISION POINTS FOR COUNCIL FOR THE WINTER CAMPAIGN.
I MEAN, 'CAUSE OBVIOUSLY WE'VE HELD THE CHAMBER PREVIOUSLY TO A VERY HIGH BAR WHEN IT'S COME TO THESE MARKETING CAMPAIGNS.
AND CERTAINLY THE ONE WITH, UH, PROPOSED ONE FOR OH PARTNERS, UH, STANDS OUT IN MY MIND, UH, MORE RECENTLY.
SO, UH, JUST WANNA MAKE SURE THAT, YOU KNOW, WE'RE HOLDING OURSELVES TO THE SAME STANDARD THAT WE'VE HELD THEM IN THE PAST.
IT SOUNDS LIKE IT, AS FAR AS WE'RE GONNA MEASURE, RIGHT? UM, IS THE, YOU KNOW, ARE WE GONNA GET ANY KIND OF PROJECTED R O A SS AHEAD OF TIME OR WE, OR IS THAT MORE OF A, YOU'RE ASKING US TO TRUST YOU ON THIS ONE AND SEE HOW IT WORKS OUT? WE'RE, WE'RE NOT GONNA HAVE THE ANTICIPATED ROIS OR, OR, OR KPIS IN, IN ADVANCE.
WE'RE JUST NOT GOING TO, UM, THAT'S WHY WE'RE KINDA LAYING OUT AS THIS IS A MINI CAMPAIGN, WE'RE GONNA DO THE BEST WE CAN WITH THE BUDGET THAT WE HAVE TO DO SOMETHING.
WHAT I HEARD, WHAT SOUNDED LIKE PRETTY UNIVERSALLY FROM THE COUNSELORS WHO, WHO COMMENTED WHEN WE DISCUSSED IT, WAS THAT THERE IS SUPPORT RECOGNITION OF THE NEED THAT WE ARE DOWN THAT WINTER IS A SLOW TIME, THAT THIS ISN'T AGGRESSIVE ENOUGH.
IT'S NOT BILLBOARDS IN PHOENIX.
IT'S, IT'S, IT'S, IT IS MORE STRATEGIC, IT IS MORE TARGETED.
BUT I THINK WE'RE GONNA HAVE TO WAIT UNTIL WE DO A LITTLE BIT OF EXPERIMENTATION WITH THIS AND GET THE DATA ANALYTICS BACK, UH, TO BE ABLE TO REPORT TO YOU ON, ON WHAT, WHAT WE DID.
AND THAT WILL INFORM THEN ADDITIONAL CAMPAIGNS OR STRATEGIES OR TACTICS AS WE MOVE THE PROGRAM FORWARD.
MELISSA, ANYTHING? OKAY, PETE? NO.
I HAD A QUESTION FOR THE TEAM IN, IN THE PRESENTATION.
COULD YOU CLARIFY WHO IS ACTUALLY BUILDING THE WEBSITE? IS, HAVE YOU AWARDED THE BRANDING AND MARKETING CONTRACT? I KNOW YOU FINISHED YOUR INTERVIEWS, BUT I DON'T KNOW IF YOU'VE MADE A DECISION AND MADE AN AWARD.
YOU DON'T HAVE TO SAY WHO IT IS, JUST THE ANSWER YES OR NO, BUT IT'LL BE NEXT WEEK, YOU KNOW, WHATEVER THE ANSWER IS.
UM, NO, WE HAVE NOT AWARDED IT.
WE HOPE FOR NEXT WEEK, I DON'T KNOW, MAYBE TWO WEEKS, LET'S SAY TWO WEEKS, UM, FOR THAT TO BE WORKED OUT.
BUT THE, THE WEBSITE IS SEPARATE FROM THAT AND THAT'S THROUGH, UM, SO THE A O T CO-OP HAS PARTNERED
[02:35:01]
WITH US TO PAY FOR HALF OF, UH, THAT WEBSITE COST.AND SO THAT IS THROUGH A COMPANY CALLED GO TRAVEL SITES.
THE GOAL IS TO, YEAH, THE GOAL IS TO REALLY, UM, IF WE'RE GOING TO HAVE A WINTER MARKETING CAMPAIGN, WE NEED TO HAVE A GREAT LANDING PAGE FOR THAT.
SO IT'S, WE'RE TRYING TO TIE IT ALL TOGETHER, UM, TO MAKE ALL THAT WORK.
AND, UH, THE ARIZONA OFFICE OF TOURISM PARTNERS WITH GO TRAVEL SITES, THEY'VE, THEY DO THAT WITH A LOT OF DIFFERENT STATES AND DIFFERENT, UM, STATE TOURISM ORGANIZATIONS.
THEY MAKE THIS PART OF THE, BECAUSE A O T IS NOT THE ONLY ONE THAT DOES A CO-OP.
THERE ARE STATES ALL ACROSS THE COUNTRY THAT DO THESE CO-OP OPPORTUNITIES.
THEY RESERVE THEIR BUDGETS TO BE ABLE TO PARTNER WITH DIFFERENT DESTINATIONS WITHIN THEIR STATE.
SO THEY HAVE WORKED WITH GO TRAVEL SITES FOR SEVERAL YEARS TO BE ABLE TO MAKE THIS AN OPPORTUNITY THAT THEY CAN PARTNER WITH AND COVER HALF OF THOSE FUNDS SO THAT SMALLER DESTINATIONS, RURAL DESTINATIONS, DESTINATIONS WHO MAY NOT BE ABLE TO AFFORD A REALLY ROBUST $50,000 PLUS WEBSITE FULL BUILD TO BE ABLE TO GET THIS DONE AND HAVE ALL OF THE PLUGINS AND THE BELLS AND WHISTLES TO GO WITH IT.
SO THAT IT'S A GREAT REPRESENTATION FOR DESTINATIONS IN A STATE THAT A OTI IS HELPING MARK AND PROMOTE.
AND JUST IN TERMS OF SETTING SOME EXPECTATIONS ABOUT THAT NOVEMBER 1ST DATE, THAT HUGE LIST OF ALL THE FUNCTIONALITY WILL NOT BE IMPLEMENTED NOVEMBER 1ST.
WE WILL HAVE A SUFFICIENT, UH, SITE THAT WE CAN DIRECT PEOPLE TO THAT WILL HAVE SOME RESOURCES, BUT OF COURSE THE, THE, IT'S GONNA TAKE TIME TO DO A, A REALLY FULL BUILD OUT OF ALL THE FUNCTIONALITY.
UM, I REALLY LIKED THE JACKSON HALL WEBSITE.
I LOOKED AT IT ON MY PHONE AS YOU WERE TALKING ABOUT THE CHARACTERISTICS, AND IT IS BEAUTIFULLY, UH, DISPLAYED ON A MOBILE SERVER.
UH, KAREN, ANYTHING ELSE? I DON'T HAVE ANYTHING ELSE, MAYOR.
I JUST HAVE JESSICA THE COMMENT.
A VERY SHORT FINAL COMMENT SINCE WE HAVE NO DINNER.
I JUST WANT TO SAY FOR AN EFFORT THAT'S NOT EVEN 90 DAYS INTO IT, I WANNA, I REALLY WANNA COMMEND THE STAFF FOR THE SERIOUSNESS WITH WHICH THEY'VE UNDERTAKEN THIS AND THE SOPHISTICATION WITH WHICH THEY HAVE, UM, PUT FORTH THIS PRESENTATION.
I'M LOOKING FORWARD TO A LESS DETAILED PRESENTATION NEXT TIME, FRANKLY,
UM, SO, BUT I REALLY, I THINK IT'S, IT'S QUITE AMAZING WHAT'S BEEN, WHAT'S BEEN ACCOMPLISHED IN A SHORT PERIOD OF TIME.
AND I THINK THAT STAFF HAS SHOWN THAT WE AREN'T STARTING, WE AREN'T STARTING FROM PEOPLE OFF THE STREET WHO DON'T KNOW ANYTHING.
UH, WE HAVE A VERY, I THINK WE HAVE FOR 90 DAYS IN A PRETTY SOPHISTICATED STAFF.
AND I AM, I AM, I'M PRETTY, I'M PRETTY IMPRESSED AND I'M, I'M ABSOLUTELY CONFIDENT THAT THIS IS GOING TO BE A SUCCESSFUL EFFORT THAT I AM, I AM APPAREL.
I MAY BE THE ONE PERSON ON COUNCIL WHO'S NOT A DATA NERD, UM, ONE OF TWO, ONE OF TWO PEOPLE
UH, UM, AND I, LIKE I I, I HOPE WE CAN GET TO I TO THE HIGHER, I DON'T, I DON'T SEE US BECOMING US BECOMING EXPERTS ON, ON, ON TOURISM.
I WANT YOU GUYS TO BE THE EXPERTS ON TOURISM.
I THINK WE CAN ALL TAKE WHAT WE WANT AND GO WITH IT, BUT I'M, I'M REALLY IMPRESSED WITH, WITH WHAT'S BEEN DONE AND THE SERIOUSNESS WITH WHICH THIS HAS BEEN APPROACHED.
VERY PROFESSIONAL, AND I THINK Y'ALL MAKE US LOOK PRETTY GOOD.
YOU GUYS HAVE DONE A FANTASTIC JOB.
THE URGENCY THAT YOU'VE TAKEN TO IT IS OBVIOUS TO GET AS MUCH DONE AS YOU HAVE, AS QUICKLY AS YOU HAVE.
UH, ROB, THE WHOLE WEBSITE THING
[02:40:01]
BY NOVEMBER ONE IS WHAT? OH, THAT I'LL BE INTERESTED TO SEE WHAT, UH, WHAT WE GET ON NOVEMBER ONE.I MEAN, I, I I BELIEVE IN YOU, RIGHT? I MEAN, I BELIEVE IN WHAT'S HAPPENING.
I'M JUST SAYING IT IS AGGRESSIVE TIMELINE AND THERE'S NO DOUBT ABOUT IT.
AND IN THE MOST, UH, UNUSUAL OF COINCIDENCES, I HAVE TO SAY THAT LIKE THE VICE MAYOR, I WAS LOOKING AT THE JACKSON HOLE WEBSITE ON MY MOBILE PHONE, AND MY BEST FRIEND WHO HAPPENS TO BE VISITING GRAND TETON NATIONAL PARK RIGHT NOW, LITERALLY WHILE I'M LOOKING AT THAT SITE, TEXT ME A PHOTO OF A GRIZZLY BEAR.
SO I DON'T KNOW, THAT JUST SOUNDS LIKE KARMA COMING TOGETHER IN SEDONA.
THE, YOU KNOW, THE VORTEX JUST ALL HAPPENED HERE.
AND WITH THAT, I WILL SAY THANK YOU MAYOR.
UM, IT'S ALWAYS A VIEW ONE, BUT YOU GOTTA START.
AND IF YOU DON'T START, YOU CAN'T GO FORWARD.
I'M LOOKING FORWARD TO ALL THE STUFF AND I AM MOST PARTICULARLY LOOKING FORWARD TO NOT WRITING A 10 PAGE LIST OF THINGS THAT SEEM TO BE HOLES IN WHAT WE'RE DOING.
AND I ECHO EVERYTHING THAT WAS SAID, BUT I ALSO WANT TO THANK HEATHER FOR JUMPING IN AND HELPING US.
SHE'S THE ONLY ONE THAT'S CONTRACT AND NOT MEMBER OF THE TEAM, ALTHOUGH MAYBE THAT COULD CHANGE SOMEDAY.
BUT, UH, THANK YOU VERY MUCH FOR ALL THAT YOU'VE DONE AND CONT WILL CONTINUES TO DO AND, UH, THE TEAM JUST KEEP GOING.
YOU'RE JUST DOING A GREAT JOB.
WE'RE GONNA MOVE ON TO THE NEXT OH, YES, HOLLY, BE APPROPRIATE TO GIVE A ROUND OF APPLAUSE TO OUR STAFF.
I MEAN, I REALLY DO PROPEL TO.
AND I ALSO WANT TO ACKNOWLEDGE JAMES, FOR, EVEN THOUGH YOU'RE TWO WEEKS IN, YOU'RE AT YOUR DESK WORKING LIKE A BANSHEE AND I APPRECIATE LIKE EVERYBODY ELSE, SO I, I APPRECIATE.
NEXT TIME YOU MAKE THE WHOLE PRESENTATION THAT'S RIGHT.
[8.b. Reports/discussion regarding Council assignments. ]
GONNA GO ON TO OUR NEXT ITEM, WHICH IS NOT MUCH.ITEM EIGHT, UH, B UH, REPORTS.
DISCUSSION REGARDING COUNCIL ASSIGNMENTS.
DO WE HAVE ANYTHING FROM NICK DE? OKAY.
I JUST WANT TO SAY QUICKLY, I HAD A LENGTHY MEETING UP IN CLARKDALE YESTERDAY WITH THE VERDE FRONT STRATEGIC PLANNING GROUP, AND SEVERAL OF THE MAYORS IN THE VERDE VALLEY KEY PLAYERS, THE FOREST SERVICE HAD A BIG CONTINGENT OF PEOPLE THERE TO LOOK AT ENVIRONMENTAL IMPACTS AND HELP BY WORKING TOGETHER.
UH, WE'RE HOPING TO HAVE A PLAN AND TO BE ABLE TO DO, TO DO SOME GOOD THINGS AS A TEAM.
AND THAT'S WHY I'M GONNA LEAVE IT THERE.
[8.c. Discussion/possible action regarding future meeting/agenda items. ]
UH, C DISCUSSION, POSSIBLE ACTION REGARDING FUTURE MEETING AGENDA ITEMS. DO WE HAVE ANYTHING? NO.AND WE HAVE A MEETING THURSDAY.
SO WE WILL BE RECONVENING TOMORROW AT THREE O'CLOCK, RIGHT? WE'RE THREE O'CLOCK.
AND WE'LL BE DISCUSSING THE WATER, UH, ISSUES.
THEN HEARING NOTHING ELSE, THIS MEETING IS ADJOURNED.
THANK YOU FOR ASKING THAT BUNCH OF QUESTION.
I MEAN, IT'S ALL, IT'S SCATTERED THROUGH OUT, WE'RE STILL HOLDING.