* This transcript was created by voice-to-text technology. The transcript has not been edited for errors or omissions, it is for reference only and is not the official minutes of the meeting. [00:00:06] ALL RIGHT. GOOD AFTERNOON. [1. CALL TO ORDER, PLEDGE OF ALLEGIANCE, ROLL CALL] UH, LET'S CALL THE FIRST, UH, MEETING TO ORDER OF THE CITY OF SEDONAS TOURISM ADVISORY BOARD. AND I THINK THE FIRST THING WE DO IS IN, UH, PLEDGE OF ALLEGIANCE. ALRIGHT, LET'S DO THAT. PLEDGE ALLEGIANCE TO THE FLAG OF THE UNITED STATES OF AMERICA, AND TO THE REPUBLIC FOR WHICH IT STANDS. ONE NATION UNDER JOHN INDIVIDUAL WITH LIBERTY IN JUSTICE. KAREN, IF YOU WOULD CALL, ROLL PLEASE. HERE WE GO. WE HAVE CHAIR DAVID PRICE HERE. VICE CHAIR JOHN FITZGIBBONS. HERE. ALLIE HANSON. PRESENT. ALTHEA JOHNSON. HERE. RICHARD KEPPEL. PRESENT. RANDY MCGRAIN? HERE. BOB PIKE. HERE. FRANCIS RAYMER? HERE. DANIELLE'S SON PRESENT. CRAIG SWANSON HERE. AND RENEE TAYLOR HERE. ALL ARE PRESENT. ALRIGHT. DO YOU HAVE AN AGENDA IN FRONT OF YOU? I DO. OKAY. YEAH, THERE'S NO CONSENT ITEMS. THIS, UH, AFTERNOON. UM, NOTHING FROM THE PUBLIC THIS AFTERNOON, WHICH WOULD NORMALLY BE THE, UH, ORDER OF BUSINESS AND I THINK REGULAR BUSINESS. [5.a. Introductions: One minute each] THE FIRST THING IS IN INTRODUCTIONS. RIGHT. AND ONE MINUTE EACH. DO YOU WANNA SAY SOMETHING, KEEGAN? YEAH. AS PART OF JUST ANNOUNCEMENTS. I WAS JUST GONNA TALK ABOUT WHO'S HERE IN THIS ROOM REAL QUICK. OH, YEAH, PLEASE. YEAH. SO THANK YOU ALL SO MUCH FOR BEING HERE. MY NAME IS KEEGAN MOORCROFT AND I'M THE SPECIAL INITIATIVES COORDINATOR, WHICH MEANS I DO A LITTLE ECONOMIC DEVELOPMENT, TOURISM AND PUBLIC RELATIONS. SO, WE KNOW THIS PROCESS HAS BEEN REALLY LONG, AND WE ARE JUST SO APPRECIATIVE OF ALL OF YOUR TIME AND ENERGY COMING TO THIS POINT. EVERYONE SHOWED UP AND WE'RE JUST SO GRATEFUL FOR YOU TO BE HERE. WE'RE LOOKING AT MEETINGS HAPPENING ONCE A MONTH. IN THE MEANTIME, WE WILL BE HAVING A LOT OF EMAILS GOING OUT, WE'RE HOPING, UM, OBVIOUSLY WE'RE GONNA ABIDE BY OPEN MEETING RULES, WHICH WE'LL LEARN ABOUT TODAY. BUT IF, UM, IF YOU GUYS HAVE ANY QUESTIONS, I'LL BE YOUR STAFF LIAISON FOR, FOR THE FORESEEABLE FUTURE. I WANTED TO INTRODUCE SOME STAFF HERE TODAY. UM, THIS IS HEATHER HERMAN. SHE IS OUR WONDERFUL CONSULTANT WITH FRONT BURNER MEDIA. THIS IS KURT CHRISTENSEN. HE IS OUR ATTORNEY. UM, I'LL, I'LL GET TO THEM IN A LITTLE BIT LATER. OVER HERE IS LAUREN BROWN. SHE IS OUR COMMUNICATIONS AND PUBLIC RELATIONS MANAGER. AND, UH, OVER HERE IS ROB MCMULLEN. HE IS OUR WEB CONTENT MANAGER AND LISTENING AND WORKING VERY HARD ON SOME DIGITAL ADS IS, UH, JAMES MOGENSON. HE IS OUR TOURISM AND ECONOMICS INITIATIVES COORDINATOR, AND HE'S ON A TIGHT DEADLINE, SO HE CAN'T BE HERE. UM, RIGHT OVER THERE IS KAREN OSBORNE. SHE'S OUR AMAZING CITY MANAGER AND OUR WONDERFUL MAYOR JOLO. AND OUR, SHE'S A SECRETARY FOR THIS MEETING, BUT IN HER ACTUAL ROLE, SHE IS OUR EXECUTIVE ASSISTANT TO THE CITY MANAGER, KAREN QUICKEN. SO THAT'S OUR TEAM HERE TODAY, AND WE'RE JUST THRILLED TO START THIS PROCESS. SO, UM, GO AHEAD AND TAKE IT AWAY CHAIR TO REGULAR BUSINESS. OKAY. SO, SO THE FIRST THING IS IN THE INTRODUCTIONS, RIGHT? YES. I I GUESS I'LL START WITH ME AND THEN WE'LL GO TO JOHN AND THEN JUST AROUND THE ROOM AND, UM, TRY AND LIMIT IT TO ABOUT ONE MINUTE EACH. UM, JUST THE FACTS. AS I SAY. MY NAME'S DAVE PRICE. I WAS, UH, SHOCKED AND, AND, UH, SURPRISED AND HONORED WHEN THE MAYOR CALLED ME AND SAID THAT I WAS GONNA BE THE CHAIR OF THIS FOR THE FIRST PERIOD OF TIME. THE FIRST YEAR, ACCORDING TO THE RULES, I'M A RETIRED NAVAL OFFICER. I DID 34 YEARS ON ACTIVE DUTY, AND PRIMARILY MY SPECIALTIES WERE, UM, FLYING AIRPLANES AND, UH, AERONAUTICAL AND ASTRONOMICAL ENGINEERING AND EDUCATION. SO I SPENT A LOT OF MY TIME TRAINING GUYS AND GALS HOW TO FLY. AND THEN LOTS OF TIME, UH, UH, DOING STRATEGIC PLANNING FOR THE UNITED STATES AND OTHER COUNTRIES AROUND THE WORLD. UM, MOSTLY OVER IN THE MIDDLE EAST. SO LOTS OF TIME WITH SAUDI ARABIA AND IRAQ AND KUWAIT AND THE UAE AND OMAN, UM, PRIMARILY, BUT, UH, LOTS OF MIDDLE EAST TIME. UM, I'VE [00:05:01] GOT TWO, UH, SONS AND I'VE GOT TWO GRANDDAUGHTERS, AND WE'VE LIVED IN SEDONA FOR ABOUT THREE YEARS. SO I'M JUST REALLY EXCITED TO GET TO KNOW EVERYBODY. I JUST WANTED TO DO THIS TO, TO KNOW MORE OF MY FRIENDS AND NEIGHBORS . SO THANKS FOR ALL BEING HERE AND, UH, THIS IS GONNA BE A GREAT TIME. I THINK JOHN, UH, JOHN SABIANS. I'M PRESIDENT OF PARKS AND ADVENTURES FOR HERSCH AND FAMILY ENTERTAINMENT, WHICH IS THE OWNER OF PINK JEEP TOURS I'VE BEEN WITH AND 32 YEARS. UH, I'VE BEEN OUT HERE IN SEDONA FOR THE LAST FIVE YEARS WHEN WE ACQUIRED PING CHEAP, UM, FROM SEAN, UH, BACK IN 2018. UH, I'VE, I'VE HELD A LOT OF POSITIONS ACROSS OUR COMPANY. REALLY STARTED OUT IN THE FINANCE WORLD 32 YEARS AGO AND MIGRATED TO OPERATIONS. AND, UM, WE'VE GOT AQUARIUMS, THEME PARKS, WATER PARKS, HARLEM GLOBE, TROTTERS, COUPLE TV SHOWS, AND ALSO THE ADVENTURE SIDE OF THE BUSINESS. SO THAT WOULD PINK CHEAP. SO, UM, I'M GLAD TO BE PART OF THIS GROUP. I THINK IT'S A, IT'S AN AMAZING THING WHEN A MAYOR CALLED ME ON A SUNDAY, I'LL NEVER FORGET , HE, UH, I WAS IN A DELTA CLUB SOMEWHERE TRAVELING, AND MY MOM WAS LIKE, OH, YOU SAID THE MAYOR. I SAID, YES. SO, I, I THINK IT'S A GREAT HONOR TO BE UP HERE BEING ABLE TO WORK ON THIS AND HELP. UM, WE'VE HAD, I'VE HAD EXPERIENCES WITH THIS IN OTHER MARKETS, UM, ABOUT TRYING TO REGULATE TOURISM AND TRYING TO MAKE SURE WE DO THE RIGHT THING FOR THE COMMUNITY. AND IT'S A BALANCED APPROACH FOR ALL OF US. SO I THINK IT'S A GREAT THING TO BE PART OF. THAT'S IT. MY NAME IS DANIELLE SA AND I'M THE GENERAL MANAGER OF HAMPTON AND SEDONA. UM, I HAVE LIVED HERE SINCE I WAS FOUR YEARS OLD FOR THE MAJORITY OF, OF MY LIFE. AND THIS IS WHAT I KNOW AND LOVE, UM, THAT COMPLIMENTED WITH A 21 YEAR CAREER AND HOSPITALITY. I HAVE A, A DEEP ROOTED LOVE FOR THE COMMUNITY AS WELL AS FOR THE PROFESSIONAL ASPECT OF IT, AND FEEL THAT TOURISM IS A VERY IMPORTANT THING FOR OUR TOWN. UM, BUT AGAIN, WE NEED TO FIND THAT BALANCE, AS YOU SAID. SO, UM, I HAVE TWO CHILDREN, SCHOOL AGE 12 AND 15. THEY'RE BOTH AT RED ROCK. UM, AND I WOULD JUST LIKE TO SEE THIS COMMUNITY GROW AND THRIVE AND BE THE BEST THAT IT CAN BE. MY NAME IS ALLIE HANSON. UM, I'VE BEEN IN SEDONA FOR 13 YEARS NOW. MY HUSBAND AND I HAVE STARTED AND ACQUIRED AND STRUGGLED THROUGH, UM, SEVEN RETAIL BUSINESSES THAT WE CURRENTLY OWN AND OPERATE IN TOWN. UM, I HAVE A DEGREE IN ENVIRONMENTAL BIOLOGY AND I HAVE A GREAT, UM, LOVE FOR SUSTAINABILITY AND FINDING THAT BALANCE THAT WE NEED TO FIND BETWEEN BUSINESS AND RESIDENTS AND OUR ENVIRONMENT AND PROTECTING THAT ENVIRONMENT FROM THE LEVELS OF TOURISM THAT WE NEED TO SUPPORT OUR BUSINESS. SO I'M JUST VERY HONORED TO BE HERE. I'M EXCITED TO BE A PART OF THIS COMMUNITY AND I JUST LOOK FORWARD TO WORKING WITH YOU ALL. RICHARD? YEAH, I'M RICHARD CAPPEL. UM, I'M A RESIDENT HERE FOR SIX YEARS. UM, I GUESS MY BACKGROUND IS I'M CO-OWNER OF A PLACE CALLED SEDONA SOUL VENTURES, WHICH HAS BEEN, UH, HERE IN THE COMMUNITY FOR ABOUT 21 YEARS. UM, LOOKING FORWARD TO WORKING WITH YOU ALL ON THIS. I'M CRAIG SWANSON. I'VE BEEN A RESIDENT OF SEDONA FOR ALMOST FOUR YEARS, BUT THE PREVIOUS SIX YEARS DOWN IN THE VILLAGE, UH, CURRENTLY PRESIDENT OF KEEP SEDONA BEAUTIFUL, ALSO AFFILIATED WITH FRIENDS OF THE FOREST AND A PAST BOARD MEMBER FOR, UH, BENEFACTORS OF RED ROCK STATE PARK. UH, HAVE A MASTER'S DEGREE IN THEATER, BUT THEN WENT AND SPENT MY ENTIRE CAREER IN IT, ENDING UP AS A PROJECT MANAGER. HI, I'M RANDY MCGRAIN. I'M A FOUNDING PARTNER FOR ENSEMBLE INVESTMENTS. UM, I ACTUALLY SPLIT MY TIME BETWEEN FLAGSTAFF AND PHOENIX, AND I DO NOT DRIVE THROUGH SEDONA WHEN I GO BETWEEN THEM. UM, UH, WE OWN A HOTEL IN, UH, UPTOWN AND ANOTHER ONE IN THE VILLAGE. AND IT IS, UM, UH, BEEN HERE, THE BUSINESS FOR ABOUT FIVE YEARS. AND THE ISSUES THAT THIS BOARD ARE TACKLING ARE PROFOUND AND DIFFICULT, AND I AM HUMBLED AND APPRECIATIVE OF THE OPPORTUNITY TO CONTRIBUTE WITH ALL OF YOU, UH, TO FIND SOLUTIONS THAT CAN MAKE THE COMMUNITY AND THE BUSINESSES HAPPY. HOPEFULLY YOU CAN HEAR ME. UH, MY NAME IS BOB PIKE. I'VE BEEN A RESIDENT FOR ALMOST SIX YEARS NOW. AND, UH, I'M A FORMER MARKETING EXECUTIVE. UH, WAS A SENIOR, UH, VICE PRESIDENT VISA, SO I UNDERSTAND CREDIT CARDS. , UM, UH, WAS ALSO A CHIEF MARKETING OFFICER OF A NUMBER OF DIFFERENT KINDS OF BUSINESSES, UH, THROUGH MY CAREER. SO HOPEFULLY I CAN BRING, UH, SOME MARKETING EXPERTISE, UH, THAT MAY NOT BE HERE. UH, AND IF NOT, UH, CAN KEEP EVERYBODY ELSE HONEST ABOUT MARKETING AND WHAT IT CAN AND CANNOT DO. UM, I'VE ALSO BEEN INVOLVED IN [00:10:01] THE TOURISM DISCUSSION FOR ABOUT THREE YEARS, UH, ATTENDING MOST OF THE CITY COUNCIL MEETINGS RELATED TO IT. UH, I WAS ON A BUDGET SUBCOMMITTEE IN THE PAST, UH, WHEN WE SUSPENDED, UM, OUT OUTGOING MARKETING ACTIVITIES. SO, UM, I'M LOOKING FOR THAT BALANCE. UH, WE GOT A LOT OF BENEFITS FROM TOURISM. UH, WE JUST NEED TO, UH, STRIKE THAT BALANCE, UH, FOR IT TO WORK FOR EVERYBODY. HI EVERYBODY. I'M FRANCES REAMER. THIS IS SUPER EXCITING. UM, SO I'M A, UH, PROFESSOR AT NAU. I'M AN EDUCATIONAL ANTHROPOLOGIST BY TRAINING. UM, I HAVE BEEN STUDYING TOURISM FOR THE LAST, UH, I DON'T KNOW WHAT, 10 YEARS, UH, MY INTERESTS HAVE INTERSECTED WITH TOURISM. I'VE JUST, UH, EDITED MY SECOND BOOK ON TOURISM. UH, AND I AM, UH, SO I'M SUPER EXCITED ABOUT THESE CONVERSATIONS. I ALSO LOVE BEING A TOURIST. I ALWAYS SAY THAT I LOVE A COCKTAIL ON A ROOFTOP BAR. SO I AM, ALTHOUGH OF COURSE, I RECOGNIZE, UH, THE CHALLENGES THAT WE HAVE. I ALSO RENT MY HOUSE EVERY NOW AND THEN WHEN I TRAVEL ON VRBO. SO I FEEL LIKE I HAVE BOTH A, BOTH AN INSIDER AND A, OH, THIS, THIS REALLY SUCKS PERSPECTIVE, EXCUSE ME, RECORDING. AND, UM, EXCUSE ALSO, UH, I'M VERY INTERESTED IN SUSTAINABLE TOURISM AND A COMMUNITY COMMUNITY CENTERED TOURISM, UM, WHICH I THINK GOES VERY NICELY HERE. I HAVE, AND I'VE BEEN HERE, UH, ABOUT SEVEN YEARS, AND THEN I LIVED HERE IN 2000 AND 2002. THANKS. MY NAME IS RENEE, SORRY. MY NAME IS RENEE TAYLOR, AND I'VE LIVED HERE FOR 20 YEARS. UM, WE, MY HUSBAND AND I, WE OPERATE THREE GALLERIES IN TOWN, AND, UH, WE HAVE THREE CHILDREN. THEY ARE EIGHT, 10, AND 12. AND I, EVERYONE'S SPEAKING ABOUT A BALANCE AND THAT'S WHY I'M HERE. 'CAUSE I, I WANT THAT BALANCE JUST AS MUCH AS EVERYBODY ELSE DOES. AND, YOU KNOW, IT'S, UM, IT'S IMPORTANT THAT WE DON'T GET OVERRUN, BUT WE ALSO GET A LOT OF BENEFITS FROM TOURISM AS WELL. SO, UM, YEAH, I'M, I'M EXCITED TO BE HERE. AND, UM, YEAH. UM, OKAY. I ALWAYS GET FLUSTERED WITH INITIAL INTRODUCTIONS. SO I WROTE THIS DOWN, SO EXCUSE ME IF I'M LOOKING DOWN. UM, HI, MY NAME'S EL JOHNSON. I FIRST CAME TO SEDONA WITH MY NOW HUSBAND, MITCH WHITMAN, BACK IN 2010, I THINK, TO VISIT HIS PARENTS. UM, MY IN-LAWS NOW BUILT AND HAVE OWNED AND OPERATED THE SEDONA VILLAGE LODGE IN THE VOC SINCE THE EARLY 1990S. UH, AFTER WE WERE MARRIED HERE IN SEDONA IN 2016, MITCH AND I MOVED HERE AND TOOK OVER MANAGEMENT OF THAT HOTEL. UH, IT WAS JUST THE TWO OF US RUNNING IT FOR ABOUT THREE YEARS. AT THE BEGINNING OF 2020, MITCH'S PARENTS, UM, OR HIS FAMILY STARTED EXPANDING THE HOTEL TO A TOTAL OF 31 ROOMS. COVID HAPPENED AND I GAVE BIRTH TO MY DAUGHTER VIENNA IN APRIL. UM, I DIDN'T MAKE IT BACK TO MANAGING THE DAY-TO-DAY OPERATIONS OF THE HOTEL, ALTHOUGH I DO STILL HELP SOME. UM, BUT MY MAIN ROLE SHIFTED TO BEING A MOM AND THEN MANAGING OUR AIRBNB ON BO STRINGING DRIVE, WHICH WE PURCHASED IN 2017. WE OWN A LARGE HOME WITH A GUEST SUITE THAT COULD BE CLOSED OFF FROM THE REST OF THE HOME, ABOUT 950 SQUARE FEET. SO THAT'S WHAT WE'VE RENTED SINCE THE END OF 2021, WHILE ALSO LIVING IN THE HO, EXCUSE ME, FULL TIME. UM, AND IT MAKES A HUGE DIFFERENCE FOR US FINANCIALLY. I WANTED TO BE A PART OF THIS ADVISORY BOARD AS I'M PASSIONATE ABOUT THE SUCCESSFUL BALANCE OF TOURISM AT THE DESTINATION LEVEL, HAVING RECEIVED MY MASTER'S DEGREE IN SUSTAINABLE TOURISM IN 2016. SO I BRING 20 YEARS OF VARIOUS TOURISM AND HOSPITALITY EXPERIENCES FROM AROUND THE COUNTRY AND THREE DIFFERENT INTERNATIONAL COUNTRIES. UM, MY MASTER'S DEGREE EXPERIENCE RUNNING A SMALL BUDGET FRIENDLY HOTEL IN THE AREA USING AIRBNB TO SUPPLEMENT MY FAMILY'S INCOME, AND BEING A MEMBER OF THE GENERATION RAISING YOUNG CHILDREN HERE IN SEDONA RIGHT NOW. SO, REALLY HAPPY TO BE HERE, GETTING INVOLVED WITH MY COMMUNITY AND ALL OF YOU AND, UH, HELPING SEDONA THROUGH THIS TRANSITION. PHEW, . ALRIGHT, THANKS [5.b. Overview and discussion of the Rules of Procedure] EVERYBODY. I THINK IT'S JUST TURN IT OVER TO YOU GUYS TO RUN US THROUGH THE TRAINING. IS THAT RIGHT? YES. THANK YOU, CHAIR AND BOARD MEMBERS. IT'S GOOD TO BE HERE. MY NAME'S KURT CHRISTENSEN, CITY ATTORNEY. I GENERALLY, UM, MOST LIKELY WON'T BE ATTENDING TOURISM ADVISORY BOARD MEETINGS, UH, BUT HAPPY TO BE HERE WHENEVER YOU NEED ME. UM, OR ANYTIME ANYONE HAS ANY, UH, LEGAL QUESTIONS OR ANYTHING LIKE THAT, UM, MY OFFICE IS OPEN, UH, FOR ANY BOARD MEMBERS TO COME ON IN AND CHAT ANYTIME. AND THEY'RE, UH, JUST ABOUT EVERY DAY. SO THE RULES OF PROCEDURE ARE PRETTY STANDARD. I TRIED TO KEEP THESE ONES SHORT AND SIMPLE. JUST KEEP THE MOST IMPORTANT HIGHLIGHTS IN THERE. UH, THIS ALREADY WENT TO, TO CITY COUNCIL FOR REVIEW. UH, CITY COUNCIL PROVIDED SOME COMMENTS AND SOME FEEDBACK ON THAT. AND THEN THE WAY IT'S SET UP IS WE USUALLY LET THE BOARDS ALSO HAVE A STAB AT THEIR OWN RULES OF PROCEDURES. SINCE THESE ARE THE [00:15:01] RULES YOU'LL, YOU'LL BE WORKING WITH BEFORE THEY'RE ACTUALLY OFFICIALLY ADOPTED. SO THIS IS SCHEDULED TO GO TO BEFORE CITY COUNCIL FOR ADOPTION ON TUESDAY, UH, THIS COMING TUESDAY. UH, BUT CURRENTLY, SO THEY'RE STILL JUST IN DRAFT FORM. UM, THEY SHOULD HAVE BEEN PROVIDED TO YOU EARLIER IN AN EMAIL. UM, AND SO I DON'T KNOW IF I NEED TO GO THROUGH THEM. UH, THEY'RE SPECIFICALLY THESE, THE PURPOSE SECTION OF THE RULES, UM, WERE RECOMMENDATIONS FROM THE CITY MANAGER AND ADOPTED BY CITY COUNCIL ABOUT WHAT THE BOARD'S EXPECTED TO DO. UH, THERE'S A LONG LIST OF EXPECT EXPECTATIONS THERE. AND THEN ALSO, UM, A FEW LISTS OF THINGS THAT THEY DON'T EXPECT. THE TOURISM, UM, ADVISORY BOARD TO DO, UH, MEMBERSHIP IS 11, AND THIS IS FROM THE, BASICALLY FROM THE RESOLUTION ESTABLISHING THE TOURISM ADVISORY BOARD THAT COUNCIL ADOPTED LAST MAY, UH, ABOUT WHAT TYPES OF MEMBERSHIP COULD BE IN THERE. SO I WAS GLAD TO SEE THAT WE FOUND PEOPLE IN ALL THROUGH THOSE CATEGORIES AND OVERLAPPING CATEGORIES. SO, UH, IT'S GREAT TO HAVE SUCH A DIVERSE BOARD HERE. UM, THE, ONE OF THE CHANGES, AS YOU MAY HAVE NOTED, UM, SOME OF YOU HAD TWO YEAR TERMS, SOME OF YOU GOT FOUR YEARS TERMS, AND THAT WAS NOTHING AGAINST THE TWO OR FOURS , UH, BUT IT WAS, IT WAS JUST TO GET A STAGGERED BOARD SO THAT ALL 11 OFFICES DON'T OPEN UP AT THE EXACT SAME TIME. UM, AND SO IF YOU ENJOY YOUR TIME ON THE BOARD, WE, WE HOPE YOU REAPPLY FOR THOSE OF YOU THAT ARE GONNA BE, YOUR TERM WILL BE EXPIRING IN IN TWO YEARS. UM, AND SO THAT WAS TO HELP HELP THAT HAPPEN. SO, UH, EVERY, EVERY TWO YEARS, THERE'LL BE ABOUT HALF THE BOARD COMING OFF, AND THAT'S HOW WE HOPE TO MAINTAIN IT. UM, THEN NOT A LOT THERE. UM, YOU DO SERVE AT THE WILL AND, UH, CITY COUNCIL. SO COUNCIL CAN REMOVE BOARD MEMBERS. UM, THEY'VE NEVER JUST REMOVED ANYONE FOR NO CAUSE, BUT, UH, GENERALLY THEY HAVE A GOOD REASON, BUT SOMETIMES IT'S BEST NOT TO STATE WHY THE BOARD MEMBER'S GETTING REMOVED. SO WE JUST, UH, LEAVE IT THERE. SO IT CAN BE FOR ANY REASON OR NO REASON AT ALL. UH, AND ALSO UNIQUE TO THIS BEGINNING, UH, TOURISM ADVISORY BOARD IS THAT COUNCIL SELECTED THE CHAIR AND VICE CHAIR, UM, THAT, UH, HOW THE OTHER BOARDS, THE HISTORIC PRESERVATION BOARD, UH, PLANNING, ZONING COMMISSION WORK, IS YOU GET TO SELECT YOUR OWN CHAIR AND VICE CHAIR, UH, GOING FORWARD. SO, UM, AND THE, THE TERMS CHAIR ARE FOR TWO YEARS. SO YOU'LL BE, UM, UM, YOU'LL BE PRESIDENT FOR OR CHAIR FOR TWO YEARS. OH, AH, I DON'T REMEMBER THAT BEING IN THE DEAL . SO WE'LL KEEP YOU SUPPORTIVE. SO, UH, AND SO BASICALLY WHAT, WHAT HOW WILL HAPPEN IS EVERY TIME THERE'S MEMBERS GOING OFF AND NEW MEMBERS COMING ON, YOU'LL SIT DOWN AND HAVE A VOTE FOR WHO'S GONNA BE CHAIR AND VICE CHAIR FOR THE NEXT NEXT TWO YEARS. UM, VACANCIES CAN BE FILLED IF, IF, UH, A BOARD MEMBER DOES NOT WANT TO CONTINUE IN A, IN A BOARD OFFICER POSITION. SO, UH, AND THEN WE LEFT IT A LITTLE OPEN, UH, ABOUT MEETINGS. UH, AS KEEGAN SAID, THE MEETINGS ARE GONNA BE MONTHLY TO BEGIN WITH, UH, BUT, UM, EXPECTED TO AS ONCE THINGS ARE, THE PROGRAM GETS UP AND RUNNING AND THINGS GOING, THAT PROBABLY QUARTERLY MIGHT BE ENOUGH IN THE FUTURE, BUT, UH, WE'LL SEE. THERE'S A LOT OF WORK TO BE DONE. UH, AND THEN, UM, IT DOES STATE HERE, AND THIS IS FROM THE RESOLUTION AS WELL, AND EVEN WITHOUT THE RESOLUTION REQUIRING IT, THE ARIZONA REVISED STATUTES WOULD REQUIRE THAT THIS BOARD IS AT PUBLIC MEETING, UH, A PUBLIC BODY SUBJECT TO OPEN MEETINGS LAW. AND THAT'S BECAUSE YOU WERE APPOINTED BY CITY COUNCIL. THERE WILL BE SOME MINUTES TAKEN, UM, BY THE BOARD SECRETARY, WHICH WILL BE KAREN QUICKEN. UM, THERE WAS SOME DISCUSSION BY COUNCIL ABOUT THE ATTENDANCE, UM, AND HOW TO DEFINE EXCESSIVE ABSENTEEISM. SO THAT'S WHERE THEY'VE SETTLED ON FOR NOW. UM, RECOGNIZING THAT PEOPLE DO HAVE WORK SCHEDULES AND VACATION SCHEDULES AND FAMILY THINGS, AND SO THAT YOU'RE NOT GONNA BE ABLE TO ATTEND EVERY MEETING. UM, BUT, UH, HOPEFULLY CAN ATTEND AS MANY AS POSSIBLE. AND THEN THIS IS HOW THEY'RE AMENDED AND ADOPTED. SO THE BOARD MEMBERS, UH, CAN PROPOSE AN AMENDMENT AT ANY TIME. SO IF THESE RULES AREN'T WORKING OUT FOR YOU, SOMETHING NEEDS CHANGED, THEN YOU, UH, BY A MAJORITY VOTE OF THE, THE TOURISM ADVISORY BOARD CAN PROPOSE AN AMENDMENT AND THAT GO UP TO CITY COUNCIL WHO CAN ADOPT IT OR NOT, OR CHANGE AS THEY, AS THEY SEE FIT. ANY QUESTIONS ON THE RULES OF PROCEDURE? OKAY, THEN, UM, I SUSPECT COUNCIL WILL JUST ADOPT IT WITHOUT DISCUSSION, UM, AT THE COUNCIL MEETING ON TUESDAY. SO IF THERE'S NOT ANY PROPOSED CHANGES, IF [00:20:01] THERE ARE ANY, IF SOMEONE THINKS OF SOMETHING LATER ON, I CAN ALWAYS, UH, SEND THAT TO COUNCIL BEFORE THE MEETING AND WE CAN MAKE THAT CHANGE BEFORE TUESDAY. SO, BUT ABSENT HEARING ANYTHING LIKE THAT, THEN I WILL JUST TAKE THIS FORWARD TO CITY COUNCIL. ALRIGHT, WELL THEN THAT CONCLUDES THAT ITEM. THAT'S EASY. THANK YOU. UM, AND WE [5.c. Overview and discussion of Open Meeting Law] WILL MOVE RIGHT INTO CHAIR WITH YOUR PERMISSION. THE NEXT AGENDA ITEM, WHICH IS THE OPEN MEETING LAW, CORRECT? YEP. OKAY, SO LET ME TURN THIS INTO A PRESENTATION. CORRECT. ALL RIGHT. SO, UM, IT'S THE PUBLIC POLICY OF THE STATE OF ARIZONA THAT PRETTY MUCH EVERYTHING WE DO HERE IN LOCAL GOVERNMENT, COUNTY GOVERNMENT, STATE GOVERNMENT IS OPEN TO THE PUBLIC. UH, THERE'S VERY FEW THINGS THAT ARE SECRETIVE OR HIDDEN. UH, PEOPLE FEEL LIKE THAT. I FEEL A LOT. AND IT'S, AND I TELL 'EM, LIKE, I, I GO TO THOSE MEETINGS AND THERE'S NOT MUCH IN THERE. LIKE, , WHAT'S HAPPENING WITH THE CITIES IS OUT THERE IF YOU ATTEND ALL THE COUNCIL MEETINGS AND YOU GENERALLY KNOW, UM, WHAT'S GOING ON. UM, AND SO ANYONE WHO'S IN CHARGE WITH INTERPRETING OPENING MEETING LAW, WHICH IT WAS, WHAT ONE OF MY ROLES IN THE CITY, UH, IS TO ALWAYS CONSTRUE AND, UH, IN FAVOR OF OPENNESS SO THAT THE PUBLIC CAN SEE WHAT'S GOING ON. UH, THE REQUIREMENTS ARE THAT ALL PUBLIC BODIES SHALL, UM, BE IN, SHALL BE IN PUBLIC MEETINGS. ANY MEETINGS OF PUBLIC BODY SHALL BE PUBLIC, IS BASICALLY WHAT IT SAYS. AND THE PUBLIC BODY ARE ALL APPOINTED, UH, BODIES, COMMISSIONS OF CITY COUNCIL. SO THAT INCLUDES THE TOURISM ADVISORY BOARD, UH, WHETHER OR NOT WE PUT IT IN THE RESOLUTION THAT WOULD'VE BEEN REQUIRED. UM, AND SO THE NEXT QUESTION OFTEN THAT COMES UP IS, WHAT IS A MEETING? AND A MEETING IS ANY, UM, ANY, UH, ANY CONVERSATION OR DISCUSSION AMONG A QUORUM OF THE TAB. SO, UH, UH, QUORUM OF THE TOUR TOURISM ADVISORY BOARD IS GONNA BE SIX MEMBERS SINCE THERE'S 11 OF YOU. SO THAT'S THE MAJORITY. UH, AND SO IF SIX OF YOU OBVIOUSLY HAD A MEETING, THEN THAT'S, THAT'LL COUNT, UM, AS A MEETING, BUT IT CAN ALSO TAKE PLACE ELECTRONICALLY, AND IT DOESN'T HAVE TO BE, UM, SIMULTANEOUSLY OR AT THE, AT THE SAME TIME. SO IT CAN HAPPEN OVER A PERIOD OF TIME. SO IF, UH, ONE BOARD MEMBER TALKS TO A BOARD MEMBER WHO TALKS TO ANOTHER BOARD MEMBER, AND ONCE YOU GET SIX, AND YOU'VE ALL TALKED ABOUT THE SAME THING OUTSIDE OF A PUBLIC MEETING, THAT WOULD TECHNICALLY BE AN OPEN MEETING LAW VIOLATION. SO WHAT WILL HAPPEN IS YOU'RE FINE TALKING TO, UM, UP TO FOUR OTHER MEMBERS, BUT YOU DON'T KNOW WHO THEY'VE ALWAYS TALKED TO. AND SO IT'S BEST, UH, TO KEEP YOUR CONVERSATIONS ABOUT BOARD BUSINESS, ANYTHING THAT'S GONNA COME BEFORE THE BOARD TO SOMETHING A LITTLE BIT SMALLER WHEN TALKING WITH OTHER BOARD MEMBERS. SO, UM, IT IS GOOD FOR BOARD MEMBERS AND EXPECTED, UM, JUST AS YOU KNOW, COUNSELORS CAN TALK WITH ANOTHER COUNSELOR ABOUT, HEY, WHAT DO YOU THINK OF THIS ITEM COMING UP? UH, BOARD MEMBERS CAN DO THE SAME THING. UH, YOU CAN TALK TO A COUPLE BOARD MEMBER FRIENDS, UH, AND START TO GET A, YOU KNOW, A FEEL FOR HOW THINGS ARE GOING, BUT YOU DO NEED TO ALWAYS BE AWARE OF HOW MANY PEOPLE YOU'VE HAD A HOW MANY OTHER BOARD MEMBERS YOU'VE HAD A CONVERSATION WITH ON THAT SO THAT YOU DON'T END UP TALKING INADVERTENTLY WITH MORE THAN THAN SIX, UM, OR MORE THAN FIVE AND SIX OR MORE BECOMING A, A, A, UM, POTENTIAL VIOLATION. AND THEN IT STATES THAT ALL LEGAL ACTION OF PUBLIC BODY SHALL OCCUR DURING A PUBLIC MEETING. AND SO THAT'S WHAT WE'RE TRYING TO OF AVOID. UM, LEGAL ACTION TECHNICALLY MEANS A DECISION COMP COMMITMENT OR PROMISE MADE BY A PUBLIC BODY. UM, AND SO YOU WON'T, UH, ONE OF THE, THE WORST VIOLATIONS OF OPEN ME LABS WOULD BE WHEN BOARD MEMBERS GET TOGETHER AND, AND DECIDE TO TAKE AN ACTION OUTSIDE OF A PUBLIC MEETING. SO, YOU KNOW, YOU SAY, I REALLY DISLIKE THIS UPCOMING WHATEVER, UM, PROGRAM THAT'S BEEN PROPOSED, AND YOU, YOU KNOW, AND YOU WANT TO GO RECRUIT A FEW BOARD MEMBERS ON YOUR SIDE. UM, AND SO ONCE, ONCE, UM, SIX OF YOU HAVE DECIDED THAT IN CONJUNCTION HAD A DISCUSSION ON IT, THAT'D BE OPEN MEETING LAW IF IT WAS NOT IN A PUBLIC BODY. SO, UH, THE BEST PRACTICE IS TO, YOU CAN JUST TO DISCUSS ITEMS, UH, AND IDEAS ALL, ALL YOU WANT WITH BOARD MEMBERS, WITH YOUR, YOUR LIST THAN QUORUM OF BOARD MEMBERS, YOUR FRIENDS THAT YOU MIGHT HAVE. UH, BUT IT'S USUALLY BEST NOT TO TELL OTHER BOARD MEMBERS HOW YOU'RE GONNA VOTE ON SOMETHING SO THAT THEY CAN'T INADVERTENTLY PASS IT ON TO ANOTHER BOARD MEMBER AND, AND PRODUCE WHEN YOU'VE GOT THREE OR FOUR OR FIVE OF YOU OR MORE VOTING FOR OR AGAINST AN ITEM. AND THAT WAS ALL DETERMINED OUTSIDE OF A A BOARD MEETING. UH, THE OPEN MEETING PROCEDURES ARE FAIRLY SIMPLE. WE ONLY HAVE TO POST AN AGENDA 24 HOURS BEFORE THE MEETING. UH, USUALLY WE TRY TO GET THAT UP A WEEK AHEAD OF TIME SO THAT THE PUBLIC CAN HAVE A GOOD VIEW OF IT. AND SO WE GET THE PACKET OUT ALSO TO THE BOARD. AND SO, YOU KNOW, EVERYTHING THAT'S COMING UP, UH, ALL THE DECISIONS THAT ARE GONNA BE EXPECTED FOR THE BOARD TO TAKE. UM, AND THEN THE MOST IMPORTANT PART OF THE, UM, THE POSTING IS THE [00:25:01] AGENDA. UH, THE AGENDA'S SUPPOSED TO INCLUDE ALL THE ITEMS YOU'RE GOING TO DISCUSS, UH, DURING THE MEETING. AND IF IT'S NOT ON THE AGENDA, IT, IT SHOULDN'T BE DISCUSSED. UH, THE RULE THERE IS A, A REASONABLY RELATED TO RULE. SO IF THE, IF THE AGENDA ITEM IS TALKING ABOUT A, A SPRING, UM, ADVERTISING, UH, PROGRAM, AND YOU, YOU WANTED TO TALK ABOUT HOW THAT'S GONNA AFFECT THE SUMMER ONE OR THE FALL, I THINK THAT'S REASONABLY RELATED. IT'S NOT, IT'S NOT TO, TO, YOU KNOW, CURTAIL YOUR, YOUR SPEECH ISN'T THE GOAL. THE GOAL OF THE, THE AGENDA IS SO THAT THE PUBLIC KNOWS ALL OF WHAT YOU'RE TALKING ABOUT. UM, AND SO, UH, REASONABLY RELATED IS WHAT IS THE, WHAT THE CASE LAW HAS INTERPRETED IT TO BE. AND SO WE'RE, UH, AND WHAT HAPPENS IS OFTEN PEOPLE THINK OF THINGS THAT ARE RELATED TO THE TOPIC AT HAND AND RELEVANT AND, AND MAYBE EVEN IMPORTANT FOR THE REST OF THE BOARD TO CONSIDER. UH, BUT JUST BECAUSE IT WASN'T ON SPECIFICALLY LISTED ON AGENDA, DOESN'T MEAN YOU CAN'T TALK ABOUT IT. BUT WE WANNA STAY ON TOPIC. UH, SO IF THE AGENDAS CONSISTS OF THAT SPRING ADVERTISING PROGRAM, UH, AND YOU WANNA TALK ABOUT TAX IN THE CITY AND SALES TAX, THAT'S GONNA BE, UM, OUTSIDE THE SCOPE OF THE AGENDA. SO, UH, IT WON'T NECESSARILY BE RELATED, UH, EXECUTIVE SESSION. SO THIS IS ONE THAT I WILL BE NOT LIKELY USED. UM, I MEAN, MAYBE I CAN THINK OF A COUPLE SCENARIOS, BUT AN EXECUTIVE SESSION IS THE, THE EXCEPTION TO THE OPEN MEETING LAW. SO CITY COUNCIL HAS A WHOLE LIST OF, UH, EXECUTIVE SESSION ITEMS THEY CAN HAVE, WHICH INCLUDES PERSONNEL MATTERS, UM, BUYING AND SELLING PROPERTY, UH, PUBLIC SAFETY CONCERNS. SO, UM, SECURITY PLANS FOR, FOR PD OR WASTEWATER MANAGEMENT, DIFFERENT THINGS LIKE THAT THAT THEY CAN DISCUSS IN AN EXECUTIVE SESSION. UH, BUT MOST OF THOSE, THERE'S, I THINK THERE'S 10 OR 11 EXCEPTIONS TO THE OPEN MEAL LAW. UM, AND EVEN OF THOSE COUNSEL GENERALLY REGULARLY ONLY USES, YOU KNOW, SETTLEMENTS FOR, FOR PENDING LITIGATION, PURCHASING PROPERTY, LEGAL ADVICE WITH THE CITY ATTORNEY. THE OTHER ONE THAT I THINK WILL APPLY HERE MAY BE LEGAL ADVICE WITH, WITH, UH, THE BOARD'S ATTORNEY. UM, IF THAT EVER NEEDED, IF YOU EVER NEEDED INTERPRETATION, UH, THE RULES OF PROCEDURE OR SOME OTHER LEGAL ISSUE CAME UP, UH, GENERALLY WHAT YOU'RE GONNA BE DOING SINCE IT'S ADVISORY, UH, AND ALTHOUGH YOU'LL BE TAKING ACTION, YOUR ACTION WILL BE TO ADVISE COUNSEL OR STAFF TO TAKE X UH, X STEPS. BUT IT WON'T NECESSARILY BE, UH, IT'S NOT BINDING, UH, IT'S UNTIL COUNSEL ACTS ON IT OR APPROVES IT. SO, UH, MOST LIKELY WE WON'T HAVE MANY EXECUTIVE SESSIONS. IF IT DOES COME UP, I'M HAPPY TO BE THERE TO, TO DISCUSS THAT. SO, UM, HERE ON THE NEXT PAGE, WE HAVE THE, THE NUMBER THREE DISCUSSION, CONSULTATION FOR LEGAL ADVICE WITH THE ATTORNEY OR ATTORNEYS OF THE PUBLIC BODY. SO, UH, ONE KEY THING TO KNOW ABOUT EXECUTIVE SESSIONS ARE NO ACTION LEGAL ACTIONS EVER TAKEN IN AN EXECUTIVE SESSION. UM, IT COULD BE DISCUSSED AND, UH, BOARD MEMBERS COULD DISCUSS WHAT THEY THOUGHT SHOULD TAKE PLACE. UM, BUT ANY FINAL ACTION IS TAKING PLACE BACK IN PUBLIC, UH, SO THAT THE PUBLIC IS AWARE OF WHAT HAPPENED. ALRIGHT? ALL RIGHT. UM, VIOLATIONS OF THE OPEN MEETING LAW, UH, A VIOLATION LIKE I STARTED TALKING ABOUT IS WHEN YOU HOLD A PUBLIC MEETING OUTSIDE OF THE NOTICE PUBLIC MEETING, WHICH WOULD BE SIX OR MORE OF YOU DISCUSSING SOMETHING, UM, IT CAN BE IN PERSON ON TELEPHONE ELECTRONICALLY. TEXT MESSAGES ARE STARTING TO GET PEOPLE IN TROUBLE. UM, ALL THAT'S SAID IN TEXT MESSAGES AND DECIDED IN TEXT MESSAGES. THOSE ARE, UH, CONSIDERED PUBLIC RECORDS, WHICH WE'LL GET INTO AS WELL. UM, AND THEN THE, AND ALL OF THAT CAN END UP WITH UNINTENTIONAL MEETINGS. SO THE ONE I I TALKED ABOUT WAS THE DAISY CHAIN, WHERE ONE MEMBER TALKS TO ONE ANOTHER BOARD MEMBER AND ANOTHER BOARD MEMBER IN PRODUCING, YOU HAVE SIX. UM, AND LUCKILY FOR YOU, THERE'S 11 BOARD MEMBERS. SO IT'S HARDER TO GET TO THAT NUMBER. COUNCIL, THERE'S SEVEN P AND Z, THERE'S SEVEN. IT'S EASIER TO INADVERTENTLY GET TO FOUR MEMBERS DISCUSSING A TOPIC OUTSIDE OF A PUBLIC MEETING THEN TO GET TO, TO SIX. SO YOU SHOULD BE PRETTY SAFE FROM THIS. THE OTHER ONE IS THE HUB AND SPOKE, UM, WHERE, YOU KNOW, IF I WAS A BOARD MEMBER AND I STARTED JUST, UH, TALKING TO DIFFERENT ONES, AND THOSE TWO HUBS COULD OVERLAP. YOU COULD HAVE TWO HUBS EACH TALKING TO THREE. AND THEN THOSE TWO GET TOGETHER. NOW BETWEEN, BETWEEN EACH OF THEM, THEY'VE HAD EIGHT OF YOU AND THEY, AND THEY CAN TELL WHAT, YOU KNOW, EVERYONE'S TALKED ABOUT. AND SO POTENTIAL VIOLATIONS. UM, SO WE'RE GONNA AVOID THAT AGAIN, JUST BY, UM, BEING CAREFUL WHO YOU, WHO YOU DISCUSS, UM, BOARD, UH, POTENTIAL BOARD TOPICS WITH OUTSIDE OF THE PUBLIC MEETING. UM, IT'S A VIOLATION TO DIRECT STAFF TO VIOLATE THE OPEN MEETING LAW. UM, AND THAT ONE IS JUST TO MERELY DIRECT DIRECT THEM. SO IF YOU'RE TELLING THE BOARD MEMBER, IF YOU AS A BOARD MEMBER, YOU'RE TRYING TO TELL STAFF MEMBERS, KEEGAN OR SOMEONE TO, [00:30:01] UM, GO, UM, TELL ALL THE BOARD MEMBERS, I DON'T KNOW, , UH, THAT WE SHOULD VOTE THIS WAY OR SOMETHING LIKE THAT. I DON'T KNOW. IT'S, IT'S A SILLY EXAMPLE, IT'S NOT GONNA HAPPEN. SO I'M NOT TOO WORRIED ABOUT IT. BUT, UH, BE CAREFUL OF THAT AS WELL. SO, UH, PENALTIES, UM, A VIOLATION OF THE OPEN MEETING LAW, UH, CAN RESULT IN A FINE. UM, AND REMOVAL FROM YOUR BOARD POSITION, UH, THE FINE CAN BE $500 FOR EACH VIOLATION. UM, AND IF YOU, IT CONTINUE TO HAPPEN, UH, THEN IT COULD BE $2,500 FOR AN OPEN MEETING LAW VIOLATION. SO IT IS SOMETHING THE STATE TAKES SERIOUSLY. THE ATTORNEY GENERAL DOES INVESTIGATE COMPLAINTS ABOUT OPEN MEETING, VIOL OPEN MEETING LAW VIOLATIONS, AND THE THE FINE IS AGAINST THE BOARD MEMBER. UM, THE CITY'S NOT ALLOWED TO PAY FOR IT. SO, UM, IF YOU VIOLATE OPEN MEETING LAW, UM, THAT'D BE COMING OUT OF YOUR POCKETBOOK. ANY QUESTIONS ON THE OPEN MEETING LAW? SO, AND AGAIN, THAT DOESN'T CURTAIL ANY OF YOUR RIGHTS TO GO DISCUSS THESE TOPICS WITH ANYONE NOT ON THE BOARD. SO ALL COWORKERS, COLLEAGUES, FAMILY MEMBERS, RESIDENTS, THEY'RE NOT BOARD BOARD MEMBERS WHO YOU'RE FREE TO DISCUSS A WAY WITH THEM. UH, JUST OTHER BOARD MEMBERS YOU NEED TO BE CAREFUL WITH OUTSIDE OF, OF, UH, YOUR PUBLIC MEETING. SO IF YOU SEE EACH OTHER ALL AT A, SOME TYPE OF ANNUAL CHRISTMAS PARTY COMING UP, UH, DON'T ALL HUDDLE IN ONE CORNER, , UH, THAT'S WHERE PEOPLE START TO WONDER WHAT'S GOING ON. ALL RIGHT. UM, A COUPLE ADDITIONAL, UM, LAWS I WANTED TO GO OVER. CONFLICT OF INTEREST. UM, THERE'S THE GENERAL IDEA THAT PEOPLE HAVE OF WHAT A CONFLICT OF INTEREST IS. UM, AND HERE'S A BLACK'S LAW DE DI DICTIONARY DEFINITION. UM, AND THERE'S SOME SOURCES HERE FOR CITY, SOME RULES IN STATE LAW, CITY CODE, AND THE CITY EMPLOYEE MANUAL. UH, BUT THE REAL ONLY ONE I'M CONCERNED ABOUT. SO THERE'S, THERE'S THE, THERE'S THE, YOU KNOW, THE HEADLINE TEST, WHAT YOU, WHAT MAYBE YOU WOULDN'T WANT TO HAVE ON THE NEWSPAPER IF YOU WERE INVOLVED IN SOMETHING AND THEN YOU WERE DECIDING SOMETHING HERE AS A TOURISM ADVISORY BOARD THAT HAD AN EFFECT WITH YOUR OTHER BUSINESS VENTURE OR SOMETHING LIKE THAT. NOW, THAT'S NOT, UM, TO, TO STATE THAT YOU'RE GONNA BE COMPLETELY UNBIASED OR ANYTHING LIKE THAT. 'CAUSE EVERYONE'S HERE, YOU'RE SELECTED BECAUSE OF YOUR INTEREST IN THIS TOPIC, UH, BECAUSE YOU'RE IN THE INDUSTRIES, SOME OF YOU THAT ARE RELEVANT TO THIS TOPIC. SO THAT'S NOT A CONFLICT OF INTEREST. SO THAT'S THE GENERAL HEADLINE TEST. BUT WHAT I'M CONCERNED ABOUT, AND WHAT THIS IS ABOUT IS JUST THE LEGAL DEFINITION. AND THE LEGAL DEFINITION IS IF YOU HAVE A, A PECUNIARY OR PROPRIETARY INTEREST IN, UH, RIGHT DOWN HERE, PECUNIARY PROPRIETARY INTEREST IN A DECISION THAT THE BOARD'S GONNA MAKE. SO IF YOU ARE GOING TO, UM, UM, WELL HERE, I'LL JUST TELL YOU IS THE NEXT PAGE. IT, IT TELLS US EASILY A PECUNIARY MEANS MONEY AND PROPRIETY MEANS OWNERSHIP. SO IF YOU HAD, UM, A MONETARY STAKE IN SOMETHING THAT THE BOARD WAS GOING TO BE MAKING A DECISION ON OR AN OWNERSHIP STAKE IN SOMETHING THAT THE BOARD IS GONNA BE TAKING A DECISION ON, UH, THEN YOU'RE, YOU'RE, THAT'D BE A, CONSIDERED A CONFLICT OF INTEREST. UH, AND YOU SHOULD, UH, NOT PARTICIPATE IN THAT DECISION, UH, AND STEP DOWN, UH, FROM JUST, JUST THAT DECISION. SO IF IT'S GONNA BE DISCUSSED, YOU JUST STEP OFF THE, THE, THE DA AND LET THE REST OF THE BOARD DISCUSS IT AND VOTE ON IT. AND THEN YOU'RE WELCOME TO JOIN BACK IN ON THE REST OF THE MEETING. SO IF YOU EVER HAVE A QUESTION OVER THAT, WHETHER YOU HAVE A CONFLICT OF INTEREST, UH, THE CITY ATTORNEY CAN GIVE YOU A WRITTEN OPINION ON THAT, UH, THAT DETERMINES WHETHER YOU TO CONFIRM WHETHER YOU DO OR DON'T. UH, AND THEN YOU CAN SAVE THAT. AND THAT WAY IF, UH, THERE'S EVER A QUESTION ABOUT IT, YOU CAN SAY, LOOK, I JUST DID IT. THE CITY ATTORNEY DID, AND THEN YOU'RE PROTECTED. UM, SO IF HE SAID, YEAH, YOU'RE FINE THERE, I DON'T SEE THAT AS CONFLICT OF INTEREST, THEN YOU'RE PROTECTED. AND IF THE CITY ATTORNEY'S WRONG, THEN THE CITY ATTORNEY GETS IN TROUBLE. NOT YOU, 'CAUSE YOU JUST DID WHAT LEGAL COUNSEL TOLD YOU TO DO. SO IF THAT EVER COMES UP, IF YOU'RE EVER CONCERNED ABOUT THAT, UH, SHOOT ME AN EMAIL, UM, OR STOP BY MY OFFICE AND I'LL GET YOU A WRITTEN OPINION ON THAT. I DO THAT OCCASIONALLY WITH PLANNING AND ZONING MEMBERS. UM, CITY COUNCIL MEMBERS, UH, JUST 'CAUSE YOU, SO LIKE IT COMES WITH, WITH THE PLANNING ZONE, JUST 'CAUSE YOU LIVE DOWN THE STREET FROM SOMETHING THAT'S BEFORE PLANNING ZONING DOESN'T MEAN YOU HAVE A PECUNIARY OR, OR PROPRIETARY OWNERSHIP. IT'S GOTTA BE MORE DIRECT THAN THAT. AND IN FACT, THE OWNERSHIP STAKE, UM, ALLOWS, YOU COULD EVEN HAVE, I THINK IT'S LIKE UP TO A FIVE OR 6% STAKE IN A COMPANY THAT HAS SOMETHING BEFORE A BOARD. AND IT'S STILL OKAY AS LONG AS YOU'RE NOT A, A NON-VOTING MEMBER AND JUST HAVE A, UM, SOME STOCK IN THE COMPANY OR SOMETHING LIKE THAT. SO IT'S NOT, UH, IT'S, IT'S GOTTA BE PRETTY DIRECT. UM, BUT IF IT EVER COMES UP AND YOU HAVE ANY QUESTIONS ABOUT A CONFLICT OF INTEREST, THEN PLEASE, UH, LET ME KNOW AND I'LL BE HAPPY TO, UH, WORK THAT THROUGH WITH YOU. UH, PENALTIES IF YOU DO IT KNOWINGLY, INTENTIONALLY, IT'S A CLASS SIX FELONY, UM, WHICH CAN BE PUNISHABLE BY PRISON TIME IF YOU'RE DO IT RECKLESSLY OR NEGLIGENTLY [00:35:01] A CONFLICT OF INTEREST VIOLATION CAN BE A CLASS ONE MISDEMEANOR. UM, NOW GENERALLY YOU'RE NOT GONNA BE, UM, AS AN ADVISORY BOARD EVEN GONNA BE IN POSITIONS WHERE THESE TYPE OF PENALTIES WOULD BE, UM, NECESSARY. BUT, UH, JUST BE AWARE AND IT'S POSSIBLE. ALL RIGHT. AND THEN LASTLY, I WANT TO TALK BRIEFLY ABOUT PUBLIC RECORDS. EVERYTHING, LIKE I SAID, WE DO IN THE CITY'S AN OPEN, UH, BOOK. SO EVERY EMAIL THAT YOU SEND TO CITY UH, STAFF REGARDING THESE TOPICS. AND THEN AMONGST, UH, TOURISM ADVISORY BOARD MEMBERS IS GOING TO BE A PUBLIC RECORD, UM, USING, UM, THE CITY EMAIL ADDRESSES. UM, AND SO A RECORD AS DEFINED HERE AT THE BOTTOM IS BASICALLY ANYTHING YOU CAN THINK OF. UH, AND SO THERE'S EXCEPTIONS TO THE PUBLIC RECORDS AND THAT INCLUDES THINGS LIKE CONFIDENTIAL BY STATUTE, SO SOME SAFETY, SECURITY THINGS, PRIVACY INTERESTS, SO DATES OF BIRTH AND SOCIAL SECURITY NUMBERS, THINGS LIKE THAT THAT THE CITY MAY HAVE. UM, THOSE ARE NOT, UM, SUBJECT TO PUBLIC RECORDS REQUESTS. UH, BUT, AND THEN IF IT'S IN THE BEST INTEREST OF THE STATE, UM, NOT TO, NOT TO DISCLOSE, THEN THOSE ALSO ARE, UM, PROTECTED FROM PUBLIC RECORDS DISCUSSED. THE, THE ONE THAT ONLY ONE WHERE THAT APPLIES, UH, MOST REGULARLY IS, UH, POLICE REPORTS IF THE INVESTIGATION IS STILL ONGOING. UM, AND YOU DON'T WANT TO ALERT NECESSARY SUSPECTS OF WHAT THE POLICE ARE INVESTIGATING. AND WE'LL SAY, LOOK, THOSE, WE'RE GONNA KEEP THOSE CONFIDENTIAL UNTIL, UNTIL IT'S ACTUALLY THE, THE REPORT'S FINALIZED, THINGS LIKE THAT. BUT GENERALLY EVEN OUR DRAFTS OF DOCUMENTS ARE PUBLIC RECORDS. SO, UH, IF YOU DON'T WANT IT TO POTENTIALLY END UP ON THE NEWSPAPER, UM, THEN DON'T WRITE IT. SO, 'CAUSE EVERY EMAIL IS A PUBLIC RECORD. ALRIGHT, ANY QUESTIONS ON ANY OF THOSE SECTIONS OF THE LAW? YES. YEAH. SO WE'RE GONNA BE GIVING, UM, BEEN GIVEN AN EMAIL ADDRESS, THE CITY EMAIL ADDRESS. DON'T KNOW, WILL THEY BE, I THINK IT'D BE IDEAL. THEY SHOULD, THAT'D BE MY RECOMMENDATION. SO YOU CAN CONDUCT ALL YOUR BUSINESS ON THAT. OKAY. UM, WE'LL HAVE TO TALK TO IT ABOUT THAT. I MEAN, AS A A PUBLIC BODY WE NEED TO KEEP TRACK OF YOUR RECORDS AND THEN IT'S EASIEST, WE CAN JUST PULL 'EM OFF OF OUR OWN SERVER AND TRY TO, INSTEAD OF TRYING TO CONTACT YOU AND PULL 'EM OFF OF ALL YOUR INDIVIDUAL EMAIL ACCOUNTS. SO GOOD QUESTION. UM, WE'LL FIND OUT. BUT I, I THINK THAT WILL BE, IT'S WHAT WE DO WITH P AND Z AND HPC. THAT WAS ALSO MY QUESTION. ALRIGHT THEN WITHOUT ANY OTHER QUESTIONS, CHAIR, UM, THAT COMPLETES THE, THE TRAINING. HAPPY TO COME BACK ANYTIME FOR ANY OTHER TRAINING OR FURTHER EXPLANATION, UM, OR ANY QUESTIONS THAT COME UP, JUST LET ME KNOW. ALRIGHT, THANKS. AND, UH, KEEGAN SENT OUT A, UH, THE SHORT VERSION FROM THE ATTORNEY GENERAL, THE OMBUDSMAN'S OFFICE, UH, ON OPEN MEETING LAW, WHICH IS A LITTLE BIT EASIER TO GET DOWN INTO THAN THAT SEND YOU TWO PAGE EYE WATERING 50 WHATEVER PAGE DOCUMENT THAT WE'VE GOT NORMALLY. SO, YES. YEAH, IT'S, IT'S A REALLY GOOD SUMMARY. THE, THE, I THINK IT'S LIKE A TWO OR THREE PAGE SUMMARY AND IT'S, IT'S SPOT ON. SO IT, ALRIGHT, THANK YOU. I AM JUST GONNA LOAD THE NEXT PRESENTATION. MAYBE JUST CLOSE IT AND OPEN IT AGAIN. OKAY. THERE MAY BE A FUNCTION KEY YOU NEED TO PRESS TO HAVE IT GO TO HDMI. SORRY, I FORGET ABOUT THAT. WOULD YOU LIKE TO INTRODUCE THE NEXT AGENDA ITEM? SURE. THANK YOU. [5.d. Corragio: Strategic Planning Listening Session – Future vision, challenges and opportunities] [00:40:01] SO, UH, NEXT UP IS, UH, GIO AND THE STRATEGIC PLANNING LISTENING SESSION. AND WELCOME LADIES, I MET YOU BOTH EARLIER. THANKS FOR BEING HERE. THANK YOU SO MUCH FOR HAVING US CHAIRMAN, PRICE, VICE CHAIR. UM, ALRIGHT, SO WHILE KEEGAN GETS, UH, THE SLIDES UP. SO THANK YOU VERY MUCH FOR YOUR TIME TODAY. WE'RE REALLY EXCITED TO BE HERE. SO I'M COLLEEN FLOYD. I'M AN ASSOCIATE PRINCIPAL WITH RAGIO GROUP. UM, MY COLLEAGUE MICHELLE JENKY OVER THERE, SHE'S A PRINCIPAL AND, UH, MANAGING PARTNER AT KARAO GROUP. SO A LITTLE BIT ABOUT US. SO WE ARE A STRATEGIC PLANNING FIRM, UM, AND A CONSULTANCY FIRM. SO WE DO MO MUCH OF OUR WORK IN THE TRAVEL AND TOURISM SPACE, MUCH OF OUR WORK IN ARIZONA. UM, SO WE ARE, I WAS THE FORMER DIRECTOR OF RESEARCH FOR THE ARIZONA OFFICE OF TOURISM. SO I REMEMBER LOOKING AT SEDONA DATA VERY INTENTLY. UM, SO THRILLED TO BE HERE TODAY. SO THANK YOU. UM, SO YOU'LL NOTICE TODAY, SO WE'LL KICK IT OFF AND THEN WE'LL PASS IT TO MARY WITH DVA. SO THERE WERE THE, THE TWO KIND OF CONCURRENT PROCESSES GOING ON. SO OUR, OUR ROLE IS TO BE PART OF THE, OR TO GUIDE THE STRATEGIC PLANNING PROCESS. SO TO UNDERSTAND THE PLAN THAT'S GOING TO GUIDE THE CITY'S TOURISM PROGRAM FOR THE NEXT FEW YEARS. AND VERY TIGHTLY WOVEN INTO THAT IS THE BRANDING AND THE MARKETINGS, WHICH MARY WILL TALK ABOUT LATER. SO SHE AND I NEED MUCH OF THE MUCH OF THE SAME INFORMATION FROM YOU. THANK YOU. SO TODAY WE'RE REALLY HOPING FOR YOUR GUIDANCE, YOUR EXPERTISE, UM, AND YOUR PERSPECTIVE TO INFORM OUR PROCESS. SO WE START EVERYTHING WITH A LOT OF INFORMATION GATHERING FIRST. YOU KNOW, WE, WE DON'T WANNA MAKE ANY ASSUMPTIONS. WE WANNA MAKE SURE THAT WE'VE GOT AN IDEA OF HOW YOU WANT THIS TOURISM ECONOMY, THIS COMMUNITY TO LOOK IN THE FUTURE. AND THEN WE'LL TAKE THAT PERSPECTIVE AND BUILD A PLAN THAT'LL HELP GET YOU THERE. SO, UM, JUST A LITTLE BIT, LET'S SEE. SO SOME, AS WE GO THROUGH THIS DISCUSSION, UM, SOMETIMES THESE QUESTIONS CAN BE A LITTLE BIT HARD TO LIKE LATCH ONTO. SO AS YOU'RE, AS WE'RE ASKING YOU THESE QUESTIONS, YOU'RE GONNA BE TALKING MUCH MORE THAN I WILL. UM, SO WE OFTEN ASK, UM, OUR LISTENING GROUPS TO STEP UP AND STEP BACK. AND WHAT WE MEAN BY THAT IS BE BOLD. SHARE YOUR OPINIONS. YOU KNOW, WE WANT, THIS IS THE TIME AND WE WANT YOUR VOICES AND YOUR KNOWLEDGE TO INFORM THIS PLAN. IT'S VERY IMPORTANT. AND ALSO KNOW WHEN TO STEP BACK, UM, AND MAKE SURE, AND MAKE SURE EVERYONE HAS A CHANCE TO PARTICIPATE AND HAVE THEIR VOICE HEARD. SO THAT'S VERY IMPORTANT. UM, IN ANY DISCUSSION, YOU KNOW, WE WANT TO ASSUME POSITIVE INTENT. WE ARE ALL HERE FOR A VERY ALTRUISTIC AND IMPORTANT REASON. AND THAT'S BECAUSE YOU LOVE YOUR COMMUNITY. WE LOVE SEDONA. AND THAT IS, THAT IS WHERE WE'RE ALL COMING FROM, I THINK. AND FINALLY, BE CREATIVE. THINK BOLDLY, YOU KNOW, THIS IS, WE'LL HAVE SOME QUESTIONS IN HERE THAT MIGHT STRETCH, UM, AND MAY SEEM A LITTLE BIT LIKE PIE IN THE SKY, BUT THAT'S THE IDEA. IF YOU HAVE THE BIG VISION, THEN YOU, IT'S THE WAY TOWARDS IT BECOMES CLEARER. SO, ALL RIGHT, YOU READY? ? ALRIGHT, SO WHILE WE'RE TALKING, MICHELLE AND I ARE GONNA ALTERNATE A LITTLE BIT SO YOU DON'T HAVE TO HEAR ME TALK THE WHOLE TIME. UM, AND THEN WE'LL BE TAKING NOTES ON THIS BOARD OVER HERE. SO AT ANY TIME IF YOU'RE LIKE, OH, YOU KNOW, THE WAY YOU WROTE THAT DOWN WAS NOT QUITE THE WAY I MEANT IT STOP ME AND I HAVE NO PROBLEM WITH INTERRUPTIONS. UM, THAT'S TOTALLY FINE. UM, SO THE FIRST THING I WANT YOU ALL TO THINK ABOUT, SO WHAT ARE THE TOP THREE STRATEGIC OPPORTUNITIES FACING SEDONA AS A DESTINATION OVER THE NEXT THREE, TWO YEARS? WHAT EXCITES YOU? WHAT DO YOU WANNA LIKE GRAB HOLD OF AND MOVE FORWARD WITH? YES, ANDY. UM, THE OPPORTUNITY TO REINTRODUCE SEDONA, UH, TO THE VISITOR INDUSTRY IN A LIGHT WHERE IT INSPIRES THEM TO VISIT RESPONSIBLY. IT'S, YOU KNOW, SO TO REALLY FRAME WHAT SEDONA MEANS TO OUR VISITOR BASE, UH, THAT HIGHLIGHTS AND ATTRACTS THOSE VISITORS THAT COME RESPECT THE LAND AND SPEND MONEY MM-HMM. AND DISCOURAGES THOSE WHO WILL DO OTHER. YES. AND, AND THAT LAST POINT WAS REALLY IMPORTANT, THAT IT'S THE POSITIVE AND THE NEGATIVE, ATTRACTING THE KIND OF VISITOR WE WANT AND SOMEWHAT DISCOURAGING PEOPLE WHO WOULD RATHER ABUSE THE LAND OR THINGS LIKE THAT. MM-HMM, . WONDERFUL. THANK YOU. LEMME PILE ON. UH, IN TERMS OF THE TIMING OF COMING TO SEDONA, A HUGE OPPORTUNITY FOR THE WINTER IN THE SUMMER. YEAH. YES. [00:45:01] YEAH. SO SPREADING OUT THAT VISITATION YEAH. INCREASING IT IN THE OFF SEASONS. ABSOLUTELY. SO I THINK, UM, I'M NOT SURE IF THIS IS AN OPPORTUNITY, BUT IT DOES SEEM TO ME THAT FROM THE GROUPS THAT I'M IN, THE TOURIST GROUPS ON FACEBOOK AND SUCH, UH, PEOPLE KNOW ABOUT SEDONA WHEN PEOPLE POST, WHERE SHOULD I GO? SEDONA OFTEN COMES UP AND IN FACT I REGULARLY WANT TO SAY, OH, I RENT MY HOUSE ON VRBO PERIODICALLY, BUT THINK THAT MIGHT BE A PUSH. UM, SO I THINK THAT WE HAVE THE OPPORTUNITY THAT WE ARE ALREADY WELL SITUATED THAT PEOPLE KNOW ABOUT US. THEY KNOW THAT IT'S A BEAUTIFUL PLACE. OFTEN THIS IS WOMEN AND WOMEN'S, UH, SOCIAL MEDIA GROUPS. SO I THINK THAT THAT'S A REALLY GREAT OPPORTUNITY. AND OF COURSE WITH THAT, MAYBE THIS IS ANOTHER SLIDE, BUT THE CHALLENGE IS TO FIGURE OUT HOW THEN WE TAKE THAT PARTICULAR GROUP OF PEOPLE AND MELD THEIR INTEREST WITH COMMU COMMUNITY INTERESTS, RIGHT? YES. I THINK THERE'S A LOT OF OPPORTUNITY AS A COMMUNITY TO SET EXAMPLES FOR THE TYPE OF ACTIONS WE WANT OUR GUESTS TO TAKE. A LOT OF DIFFERENT INITIATIVES THAT WE COULD PUT INTO PLACE THAT WOULD, UM, REALLY PUT FORTH THE IMAGE THAT WE WANT TO BE PUTTING FORTH AND NOT JUST WHAT WE'RE SAYING. WE WANT TO BE PUTTING FORTH QUESTION LATER. I THINK A REALLY COHESIVE MESSAGE IS NEEDED AT THIS POINT IN TIME OVER THE LAST COUPLE OF YEARS. UM, IN THE PRESS RELEASE THAT I READ THAT THEY SENT OUT TODAY, UM, EVERYBODY ON INSTAGRAM AND FACEBOOK HAS AN OPINION ABOUT WHAT YOU SHOULD DO WHEN YOU COME TO SEDONA. AND I THINK WE REALLY NEED TO OWN THAT. AND WE NEED TO GET A CONSISTENT MESSAGE THAT ALSO JIVES WITH WHAT THE CHAMBER'S DOING AND WHAT OTHER PEOPLE THAT ARE I IMPORTANT AND HAVE A STAKE IN SEDONA ARE PUTTING OUT THERE. I THINK WE NEED TO REINTRODUCE SOME OF THE THINGS I FEEL HAVE BEEN LOST IN SEDONA OVER THE LAST 13 YEARS. UM, JUST THE VALUE OF OUR ARTS COMMUNITY, THE CULTURAL, UM, THINGS THAT WE HAVE, NOT JUST GOING TO DEVIL'S BRIDGE, IT'S JUST ABOUT WHAT WE HAVE TO OFFER OUTSIDE OF JUST THE BEAUTY AND THE WONDER OF WHAT SEDONA IS. I THINK ONE OF THE, UH, STRATEGIC OPPORTUNITIES WE'VE GOT IS, IS THE NEED, I THINK, TO REDUCE THE RISK OF A NEGATIVE EXPERIENCE FOR THE VISITOR. AND I SAY THAT LIKE MOST PEOPLE THAT LIVE IN SEDONA, WE STARTED AS TOURISTS. I MEAN, MY WIFE AND I, THE FIRST TIME WE CAME UP HERE WAS IN 2013 AND WE DIDN'T COME BACK FOR TWO YEARS AFTER THAT AND WE JUST LIVED IN SCOTTSDALE AND WE ARE BIG HIKERS, WHICH IS WHY WE EVENTUALLY CHOSE TO LIVE HERE. UM, BUT WE DIDN'T COME BACK BECAUSE WE GOT CAUGHT IN A TRAFFIC JAM OUT ON 1 79 AND, AND IT WAS JUST HAPPENSTANCE THAT THAT PARTICULAR DAY WAS A MOTORCYCLE ACCIDENT AND 1 79 WAS CLOSED FOR HOURS. AND SO WE SAT BETWEEN THE VILLAGE AND THE CHAPEL AREA IN TRAFFIC FOR LIKE TWO HOURS. AND MY WIFE WAS ADAMANT, WE'RE NEVER GOING BACK TO SEDONA. AND IT'S WONDERFUL, BUT THERE'S OTHER WAYS THAT YOU CAN GET INTO THAT HIKING EXPERIENCE. YOU KNOW, YOU CAN GO TO THE CANYON, YOU CAN GO OTHER PLACES IN THE VERDE VALLEY, ET CETERA. SO I THINK THERE'S AN OPPORTUNITY TO REALLY KIND OF, YOU KNOW, TURN A, A ROUND TURN ON FIGURING OUT HOW DO WE AVOID, FIRST IDENTIFY WHAT THE NEGATIVE EXPERIENCES ARE. OBVIOUSLY TRAFFIC'S ONE OF THEM FOR ALL OF US AS RESIDENTS, AS WELL AS TOURISTS. BUT IDENTIFY THOSE AND THEN, AND THEN TRY AND FIGURE OUT HOW DO WE IMPROVE ON THOSE. SO I HAVE TWO OTHER THINGS. OKAY. DID YOU WANNA GO? YOU GO FIRST. NO, I, I THINK THE ONLY THING THAT'S REALLY MISSING UP THERE, I, I AGREE WITH ALL OF IT THAT'S BEEN SAID. IT'S THE BALANCE. WE'RE STILL, WE HAVEN'T BALANCED IT AGAINST THE BUSINESS SIDE, THE COMMUNITY, THE RESIDENT SIDE. SO I THINK THE BALANCING OF THAT TOURISM OPPORTUNITY BETWEEN THE RESIDENTS AND THE, THE BUSINESSES. MM-HMM. GO WILDLY SPOKE. WHY YUKO I'LL JUMPING. I DID TOO. I, I WANTED TO, UM, CLARIFY FOR WHAT I HAD SAID. RIVER IT IS SAID EXAMPLES. UM, ADDITIONALLY IN THE SUSTAINABILITY MINDSET. SO I MEAN, LOW HANGING FRUIT IS WATER REFILLING STATIONS AND, UH, REUSABLE SEDONA BRANDED BAGS THAT WE SUBSIDIZE, YOU KNOW, BUSINESSES TO USE SOMETHING LIKE THAT. SO NOT JUST SETTING EXAMPLES IN HOW WE INTERACT WITH THE NATURAL ENVIRONMENT, BUT ALSO SETTING SOME SUSTAINABILITY, UM, EXAMPLES AS WELL. SO IN TERMS OF OPPORTUNITIES, IT, IT SEEMS TO ME THAT ONE OPPORTUNITY IS TO BUILD ON, UH, WHAT WE HAVE IN PLACE. I MEAN, WE HAVE A TOURISM PLAN, WHICH I LOOKED AT THIS MORNING AND ACTUALLY SAYS ALL THE THINGS THAT I SAY, AND YET SOMEHOW THE, SO THE OPPORTUNITY IS BUILDING ON THAT IN A VERY COHESIVE WAY, RIGHT? MAKING THAT PART OF OUR BRAND WHAT IT IS. AND THEN I ALSO THINK AN OPPORTUNITY IS THAT WE HAVE A REALLY SMART COMMUNITY HERE. WE'RE NOT THAT BIG. WE HAVE A LOT OF FOLKS WHO HAVE HAD REAL EXPERIENCES WITH PROBLEM SOLVING IN THE PAST, [00:50:01] UM, IN PROFESSIONAL, IN THEIR PROFESSIONAL WORK, A LOT OF COLLEGE EDUCATED FOLKS. SO I THINK THAT WE'RE, WE HAVE A LOT OF, WE HAVE A LOT OF POTENTIAL, UM, TO WORK TO, TO CREATE A REAL MODEL FOR COMMUNITY AND TOURISM FOR SUSTAINABILITY AND TOURISM, WHICH IT WOULD BE SO GREAT FOR SEDONA. NOT ONLY WOULD WE BE DOING TOURISM WELL, BUT WE'D BE KNOWN AS A COMMUNITY THAT DOES TOURISM WELL. UM, WE HAVE AN OPPORTUNITY TO EDUCATE AND I THINK THAT AS AT TWO LEVELS, WE HAVE AN OPPORTUNITY TO EDUCATE BUSINESSES, LODGING SO THAT IT ISN'T SO THAT WE ALL ARE SAYING THE EXACT SAME THING. SO IT DOESN'T MATTER HOW YOU INTERSECT, UH, THE INDUSTRY HERE, YOU'RE HEARING THE SAME THING. AND I THINK THERE'S A THIRST FOR THAT. AND, UH, AND THEN WE CAN HAVE THE OPPORTUNITY FRANCIS TO EDUCATE THAT. SO THERE'S A MISPERCEPTION WE HAVE TO BE ABLE TO BRING FORWARD. WHY IS TOURISM IMPORTANT TO THIS COMMUNITY BEYOND JUST THE NEGATIVE EFFECTS? SO I THINK EDUCATION IS REALLY IMPORTANT. AND I WANNA PICK UP ON SOMETHING THE CHAIRMAN SAID TOO, THE EXPERIENCE. SO PARKING AND TRAFFIC, PARKING AND TRAFFIC AND PARKING AND TRAFFIC ARE THE ANSWER. WHAT'S THE QUESTION? SO, UM, WE HAVE TO, AND THERE'S A LOT OF WORK GOING ON IN THAT THIS BODY HAS THE OPPORTUNITY TO MAKE SURE IT INTERSECTS WITH THE TOURISM EXPERIENCE AS WELL. MM-HMM. . SO IT'S, YOU KNOW, WE'RE RELIEVING THESE THINGS BECAUSE IT MAKES LIFE AND THE COMMUNITY MISERABLE, BUT IT ALSO MAKES THE EXPERIENCE OF THE TOURISTS MISERABLE AND THAT AFFECTS THE ECONOMIC BENEFIT WE'RE LOOKING TO DERIVE FROM TOURISM. VERY NICE. WE OFTEN SAY THAT WHAT'S GOOD FOR THE RESIDENT IS GOOD FOR THE VISITOR. A LOT OF TIMES THEY'RE THE SAME THING. RIGHT? I THINK TO PIGGYBACK ON WHAT RANDY SAID, I THINK THE EDUCATION FOR THE RESIDENTS IS INCREDIBLY IMPORTANT AS WELL. AND I THINK THAT THE DIVIDE BETWEEN TOURISM AND RESIDENTIAL IS WHY WE'RE ALL SITTING HERE IN THIS ROOM, RIGHT? SO, UM, MAKING SURE THAT THESE INITIATIVES ARE WELL COMMUNICATED TO OUR RESIDENTS, LETTING THEM KNOW WHAT WE ARE DOING, WHETHER IT BE WATER, REFILL STATIONS, TRASH CANS, WHAT HAVE YOU AROUND TOWN TO MAKE IT A BETTER EXPERIENCE FOR BOTH OUR LOCALS AND TOURISTS. I, I THINK WE HAVE AN OPPORTUNITY TO EMPHASIZE SOME OF THE THINGS ABOUT SEDONA THAT DON'T GET ENOUGH EMPHASIS, LIKE THE CULTURAL HERITAGE THAT'S AROUND HERE. UH, WE'RE KNOWN FOR HIKES, WE'RE KNOWN FOR THE BEAUTY OF THE RED ROCKS. WE'RE NOT AS WELL KNOWN FOR THE INCREDIBLE CULTURAL RESOURCES THAT ARE HERE. AND FOR DARK SKIES, I THINK WE COULD, THERE ARE ASPECTS OF SEDONA WE CAN PUNCH UP SIGNIFICANTLY MORE. ABSOLUTELY. AND ALSO TO, UM, PIGGYBACK ON THE IDEA OF, UM, YOU KNOW, BRIDGING THE COMMUNICATION WITH RESIDENTS. WE HAVE AN OPPORTUNITY TO PUT, UM, SOME MORE SORT OF SMALL GROUP OPPORTUNITIES TOGETHER. MAYBE BRINGING PEOPLE LIKE WE ARE ALL, YOU KNOW, FROM SLIGHTLY DIFFERENT, UM, DEMOGRAPHICS AND THINGS LIKE THAT. BRINGING DIFFERENT GROUPS OF PEOPLE LIKE THAT TOGETHER IN SMALLER SESSIONS TO GET MORE FEEDBACK FROM THE COMMUNITY. UM, NOT JUST ON NEXTDOOR OR NOT JUST ON FACEBOOK, BUT MAYBE BRINGING SOME OF THOSE PEOPLE TOGETHER TO COMMUNICATE VERSUS JUST THE, UM, MISCONCEPTIONS THAT ARE RAMPANT. MM-HMM. , AND I SHOULD SAY, AS PART OF THIS PROCESS, WE WILL BE HAVING A LISTENING SESSION VERY SIMILAR TO THIS WITH JUST RESIDENTS. UM, BUT THAT'S SOMETHING TO THINK ABOUT IS, YOU KNOW, IS THAT AN ONGOING PRIORITY? DO WE WANNA HAVE THAT CONTINUOUS DIALOGUE AND MAKING SURE THAT THERE'S A DIVERSE GROUP OF PEOPLE INCLUDED IN THAT. RIGHT. I THINK PART OF, UH, WHAT WE NEED TO DO IS EXPECTATIONS MANAGEMENT FOR OUR RESIDENTS AND OUR TOURISTS AS WELL. I MEAN, THAT'S PART OF THE EDUCATION EQUATION. BUT SINCE I'VE LIVED HERE, WHICH ISN'T VERY LONG, JUST A FEW YEARS, UM, IT'S ALMOST LIKE WE'RE BIPOLAR IN OUR RESPONSE TO TOURISM. EITHER WE HATE 'EM OR WE LOVE 'EM. AND, AND YOU HEAR, YOU KNOW, PART OF THE COMMUNITY WANTS TO GO BACK TO 1980, YOU KNOW, WHEN IT WAS A SLEEPY LITTLE VILLAGE AND PROTECT THE RED ROCK FROM EVERYBODY. AND THEN, YOU KNOW, PART OF THE COMMUNITY, OF COURSE BENEFITS DIRECTLY FROM, YOU KNOW, THE BUSINESS COMMUNITY DIRECTLY FROM THAT. AND SOMEHOW WE GOTTA, YOU KNOW, BRIDGE THAT GAP A LITTLE BIT. BUT IN THE EXPECTATIONS MANAGEMENT, MARICOPA COUNTY IS THE FASTEST GROWING COUNTY IN THE COUNTRY, AND THAT IS JUST A DAY TRIP AWAY FROM SEDONA. AND EVERYBODY IN MARICOPA COUNTY, JUST LIKE I DID WHEN I LIVED DOWN THERE, WANTS TO COME TO SEDONA. SO THOSE MILLIONS OF PEOPLE DOWN THERE ARE GONNA BE DOING DAY TRIPS UP HERE. THEY'RE GONNA BRING THEIR CARS, YOU KNOW, HOW WE MANAGE THAT'S GONNA BE IMPORTANT, BUT, BUT THE EXPECTATION THAT THERE'S GOING TO BE GROWTH WHETHER WE WANT IT OR NOT. AND THEN FOR ME AS A, AS A GUY THAT SERVED, UH, YOU KNOW, MY ENTIRE LIFE [00:55:01] IN DIFFERENT PARTS OF THE COUNTRY, UM, I REALLY CAME UP WITH THIS CULTURE IN THE MILITARY OF EVERY AMERICAN'S BIRTHRIGHT IS THE RED ROCKS OR THE GRAND CANYON OR ALL THESE THINGS. SO WE, YOU KNOW, WE HERE LOCALLY THOUGH WE LOVE IT AND WE GET TO APPRECIATE IT EVERY DAY AND EXPERIENCE IT EVERY DAY. IT'S NOT OURS, IT'S EVERYONE'S. AND SO HOW WE BRING THEM HERE AND, AND YOU KNOW, SET AN EXPECTATION FOR THEIR, FOR THEIR BEHAVIOR WITHIN THE BOUNDS OF WHAT'S GREAT FOR OUR RED ROCK ENVIRONMENT IS IMPORTANT, BUT THE EXPECTATION THAT THEY DON'T COME IS PROBABLY NOT REALISTIC AND IT'S CERTAINLY NOT FAIR, UM, FOR EVERY OTHER AMERICAN THAT, LIKE I SAID, OWNS THAT NATIONAL FOREST OUT THERE. GREAT. THANK YOU. WELL MAN, YOU, YOU ALL TOOK TO THAT REALLY QUICKLY. THIS IS WONDERFUL , THANK YOU FOR MAKING MY JOB SO EASY. CAN I ADD ONE MORE? ABSOLUTELY. SURE. I THINK WE HAVE AN OPPORTUNITY TO INFLUENCE THE INFLUENCERS. SO, SO MUCH OF THE PERCEPTION OF SEDONA IS THROUGH SOCIAL MEDIA, WHICH WE HAVE NO CONTROL FOR, BUT THAT DOESN'T MEAN WE CAN'T UNDERSTAND WHO THESE PEOPLE ARE ACTIVELY ENGAGE THEM AND GET THEM TO CARRY FORWARD THE SAME MESSAGE THAT WE'RE TRYING TO CARRY FORWARD. RIGHT. PERFECT. ALL RIGHT. SO, OH, SOMEBODY EARLIER MENTIONED THE SUSTAINABLE TOURISM PLAN AND I THINK WE HAVE AN OPPORTUNITY TO REVISIT THAT. FROM MY PERSPECTIVE, IT WAS KIND OF THROWING EVERYTHING AGAINST THE WALL IN THAT PLAN AND IF IT WERE A THIRD THE SIZE OF WHAT IT IS, VERY FOCUSED, THAT IT WOULD HAVE SIGNIFICANTLY MORE IMPACT. GREAT. ABSOLUTELY. PERFECT. ALRIGHT, SO THIS NEXT SLIDE WON'T SURPRISE YOU CHALLENGES, BUT, SO I KNOW WE ALL HAVE A LOT. SO I THINK THIS IS WHERE I'M GONNA ASK YOU TO REALLY NARROW. LIKE IF YOU HAD TO THINK OF THE TOP THREE CHALLENGES FACING SEDONA AND ONLY THREE, LIKE THE BIGGEST ONES, IF YOU HAD TO NARROW IT DOWN, I KNOW THAT'S DIFFICULT. WHICH ONES WOULD THEY BE? O OVERUSE. OKAY. WHICH IS VERY BROAD BECAUSE IN MY DEFINITION OF THAT IT INCLUDES TRAFFIC. SO TRAFFIC WOULDN'T BE A SEPARATE ONE, BUT IT'S AN ASPECT OF OVERUSE. PERFECT. THANK YOU. UM, WE HAVE THE CHALLENGE THAT THESE ARE PUBLIC ROADS, THESE ARE MAJOR THOROUGH AFFAIRS TO GET FROM POINT A TO POINT B. THERE IS NO OTHER WAY, BUT 89 A AND 1 79. SO I WOULD SAY LIKE TO THE PLACES I VISITED THAT WERE JUST BLEW ME AWAY WHEN I GOT THE FIRST VISUAL WAS YOSEMITE AND SEDONA. WELL, YOSEMITE CAN CLOSE THE GATE AND WE CANNOT AND WE NEVER WILL BE ABLE TO. SO THAT'S AN ABSOLUTE. I THINK ALSO AS YOU MENTIONED, THE DATE, THE DAY TRIPPING ASPECT IS A CHA IS A CHALLENGE IN TERMS OF MANAGEMENT. I MEAN WE SAW THAT OVER THANKSGIVING, I THINK WHEN THERE WERE TWO DAYS OF LITERAL GRIDLOCK, UM, AND THEN GONE. SO THINKING ABOUT HOW THAT'S BOTH AN OPPORTUNITY BUT ALSO A CHA CHALLENGE GIVEN, UH, RESTRICTED ACCESS AR AREAS. MM-HMM. . YEAH. AND MANY, MANY CHALLENGES ARE OPPORTUNITIES AND VICE VERSA. YOU'RE RIGHT, IF YOU'RE A BUDDHIST , I ALSO AGREE WITH THE OVERUSE. UM, BEING SOMEBODY THAT REALLY LIKES TO GET OUT WHERE MY CELL PHONE CAN'T RING AND NOBODY CAN GET AHOLD OF ME. UM, WATCHING WHAT HAPPENED DURING COVID WAS JUST DEVASTATING. I MEAN, THERE WAS DAYS I NEARLY CRIED SEEING ALL THE LITTER AND JUST THE ABUSE THAT WAS HAPPENING OUT THERE. AND SO I GUESS ENFORCEMENT, UM, SOME SORT OF MANAGEMENT OF OUR PRECIOUS AREAS. UM, AND THE OVERUSE, OBVIOUSLY TRAFFIC, TRAFFIC IS JUST LIKE NUMBER ONE ON, ON EVERYBODY'S RADAR. ANY IF ENFORCEMENT IS AN ISSUE THAT BRINGS UP THE NOTION OF FUNDING FOR IT. AND ONE OF THE SIGNIFICANT CHALLENGES IS HOW IN THE WORLD TO PAY FOR THE THINGS THAT WE KNOW WE COULD DO TO REMEDIATE THE PROBLEMS. I WAS GONNA SAY THE CHALLENGE OF, UM, BRIDGING WHAT THE CITY WANTS WHAT THE RESIDENTS THINK. UM, YOU KNOW, THE BALANCE THAT WE'RE TALKING ABOUT, WELL, THE CHALLENGES, WE CAN KEEP SAYING BALANCE FOREVER, BUT HOW DO WE REALLY FIND IT? AND WHAT DOES IT LOOK LIKE AND HOW DO WE NOT ONLY BRING THE RESIDENTS AND THE TOURISTS AND THE CITY AND EVERYONE TOGETHER, BUT HOW DO WE KEEP MOVING FORWARD? I THINK WE NEED TO FIGURE OUT HOW TO IMPROVE OUR INFRASTRUCTURE TO BE ABLE TO SUSTAIN THE ALMOST 10,000 RESIDENTS, THE 10,000 EMPLOYEES THAT COME IN FROM OUTSIDE OF SEDONA, ALONG WITH THE TOURISTS ALL AT THE SAME TIME. BECAUSE THERE WILL BE SEASONS WHEN THEY'RE ALL [01:00:01] HERE AND IT'S JUST NOT WORKING. I WAS GONNA ADD ONE OF THE CHALLENGES, WE DON'T CONTROL EVERYTHING, SO WE'RE NOT THE FORESTRY. WE'RE NOT ADOT, YOU KNOW, SO A LOT OF THE SOLUTIONS, I REMEMBER, I'M TALKING TO COUNCIL WHEN I WAS, I SAID, WHAT ABOUT THIS? LIKE, YOU CAN'T DO THAT AND WE'RE GONNA RUN INTO A LOT OF, YOU CAN'T DO THAT. MM-HMM. . AND SO THE ABILITY TO CONTROL THE OUTCOME IS GONNA BE HARD. RIGHT. AND THEN COMMUNICATING THAT TO RESIDENTS, I THINK THAT'S ESSENTIAL. THE RESIDENTS ARE, WHO HAVE A LOT OF NEGATIVE THINGS TO SAY ON SOCIAL MEDIA AND ELSEWHERE. UM, THEY JUST DON'T UNDERSTAND THE INS AND OUTS OF HOW THE CITY WORKS AND WHAT SORT OF, UM, LIMITATIONS ARE GOING TO CONTINUE TO EXIST. MM-HMM. , THAT'S OFTEN A BIG PART OF PLANNING IS THAT THOSE CIRCLES OF CONTROL, LIKE YOU HAVE DIRECT CONTROL OF THIS, YOU CAN INFLUENCE THIS AND YOU CAN ADVOCATE FOR THIS. AND IT'S SORT OF, YOU HAVE TO FIND OUT WHERE THOSE THINGS ARE. GO AHEAD. YEAH. I THINK ONE OF THE BIGGEST ISSUES PREVIOUSLY WHEN, UH, UH, VISITORS BUREAU WAS BEING RUN BY, UM, OUTSIDE OF THE CITY, UM, KEY PERFORMANCE INDICATORS, DATA, UH, AND FACTS, UH, WERE VERY MUDDY. UH, THEY, THEY REALLY WEREN'T, UH, MONITORED. UH, WE, WE REALLY NEED TO QUANTIFY AS MUCH AS WE CAN SO THAT WE'RE DEALING WITH OBJECTIVE THINGS, NOT SUBJECTIVE. UH, AND, AND THAT INCLUDES, YOU KNOW, TRAFFIC PEAKS. UM, YOU KNOW, IS, IS THERE A MAX OF TRAFFIC THAT WE CAN HAVE? AND IF SO, WHAT IS THAT? AND IF WE ARE GOING TO MANAGE TOURISM, UM, YOU KNOW, HOW DO WE ALLEVIATE THAT? UM, HOW MANY PEOPLE ACTUALLY STOP IN TOWN WHEN THEY'RE PASSING THROUGH? UM, WHAT'S THE RIGHT PERCENTAGE THAT WE WANNA AIM FOR? SO I THINK WE NEED TO CREATE SOME METRICS THAT, UH, GUIDE DECISION MAKING. UH, AND, AND I THINK THAT GOES A LONG WAYS TOWARD COMMUNICATING TO RESIDENTS AND BUSINESSES, YOU KNOW, WHAT, WHAT IT IS WE'RE TRYING TO DO. AND, AND TO FIND THE COMMON GROUND WITH EVERYBODY. 'CAUSE THEN WE CAN DEBATE THE NUMBERS. THAT'S DIFFERENT THAN DEBATING FELIX, BUT I FEEL THE TRAFFIC IS TOO TERRIBLE. UM, AND SO ON. SO, KEY POINT, I THINK, UH, CRAIG HAD MENTIONED EARLIER THE, UH, CURRENT SUSTAINABLE TOURISM PLAN. IT MUST HAVE 500 METRICS IN THERE FOR ALL OF THE POTENTIAL STAKEHOLDERS TO GATHER. AND THAT'S NOT ACTIONABLE AS FAR AS DECISION MAKERS ARE CONCERNED. YEAH. AND A LOT OF 'EM ARE VERY SUPERFICIAL. I MEAN, YOU KNOW, EXACTLY WHAT DIFFERENCE DOES IT MAKE THAT YOU GET, YOU KNOW, A MILLION VIEWS ON OUR, YOU KNOW, WHATEVER AD OR, OR THIS, THAT AND THE OTHER. IT'S, THAT'S MEANINGLESS. HOW MANY VIEWS. IT'S, YOU KNOW, WE NEED TO DIG DOWN DEEPER TO WHAT ARE THE ACTION POINTS WE'RE TRYING TO MANIPULATE. YEP. AND CHANGE. AND, AND SOME OF THE METRICS THAT ARE IN THE PLAN ARE UNATTAINABLE. UH, KSB HAS FOUR ITEMS IN THE PLAN. AND IF YOU CAN'T COUNT IT, WHY IS THE METRIC THERE? SO IN A RELOOK, IT NEEDS TO, IT NEEDS TO BE LOOKED AT WITH CLEAR EYES. THE OTHER THING I WANTED TO ADD IS ANY POTENTIAL SOLUTION REQUIRES COLLABORATION AMONGST A NUMBER OF ENTITIES HERE. 'CAUSE WE'VE GOT TWO COUNTIES. WE'VE GOT THE FOREST SERVICE, WE'VE GOT THE CITY OF SEDONA, AND, UH, THE STATE OF ARIZONA, THE GSRC, THE JOHN AND IRAN TO, UH, HELP TACKLE THE OHV PROBLEM IS AN EXAMPLE OF HOW THAT COLLABORATION CAN WORK. WELL. GREAT. MAYBE TWO OR THREE MORE, AND WE'LL GO TO THE NEXT ONE. THE THING, I, I AGREE WITH EVERYTHING WE'VE SAID SO FAR, AND I THINK THE COLLABORATION'S DEFINITELY THE BIGGEST THING THAT GETTING EVERYBODY AROUND THE TABLE TO GET ALL THEIR OPINIONS AND THEN MAKE SURE WE EDUCATE 'EM AT THE SAME TIME. BUT I THINK THE OTHER TWO, THERE'S THE, THE TYPE OF PERSON WE'RE BRINGING INTO THE COMMUNITY. I, I MEAN, WHAT, WHO ARE WE GOING AFTER? WHAT ARE WE TRYING TO GO? WHAT ARE WE, ARE WE REALLY, UM, AS WE CREATE THOSE ADVERTISING CAMPAIGNS, WHAT ARE THOSE? WHO ARE WE GOING AFTER? MAKE SURE WE UNDERSTAND. IT GOES BACK TO THAT MEASUREMENT THAT IS, AND YOU GO LOOK AT THE SUBSTANTIAL TOURISM PLAN. THERE IS A TON OF METRICS IN THERE. AND, UM, I AGREE THAT THERE'S NOT A WHOLE, WE PROBABLY CAN'T DO HALF OF THE STUFF THAT'S IN THERE. AND I THINK THAT'S ONE OF THE THINGS WE GOTTA GET OUR ARMS AROUND AND SAY SHORT TERM, NEXT TWO YEARS, WHAT CAN WE DO? AND THEN HOW'S THAT FEED TO THE LONGER TERM? UM, I TRY TO LOOK AT EVERYTHING IN SHORT TERM BUCKETS AND THEN ALSO LONGER TERM BUCKETS. UH, I JUST WANNA, OH, WHO WAS THAT? I'LL GO FIRST THIS TIME, PLEASE. OKAY. SO, UH, TWO THINGS. ONE, TO BUILD ON WHAT YOU WERE SAYING, IT SEEMS TO ME THAT THERE'S SORT OF A V IF WE HAVE A CHALLENGE IN, IN VISIONING WHAT WE THINK OF AS SEDONA AS A TOURISM CENTER, I MAY BE WRONG, BUT MY FEELING IS THAT THE LAST GO AROUND IT WAS SORT OF, WE'RE GONNA MARKET MARKET SEDONA, AND WE'RE GONNA GET PEOPLE TO COME. WHICH, OKAY, NOW PEOPLE HAVE COME, BUT THAT DOESN'T FEEL LIKE THAT'S A REALLY SUSTAINABLE MODEL NOR ONE THAT THE COMMUNITY [01:05:01] LIKES. SO DEVELOPING A, A VISION, AND THEN, I MEAN, WE CAN'T HAVE METRICS WITHOUT A VISION, RIGHT? AND IF ONE OF THE METRICS IS, LET'S SEE HOW MANY PEOPLE LOOK AT OUR INSTAGRAM, WELL, THAT'S A ME METRIC FOR HOW WELL ARE WE MARKETING? BUT MAYBE THAT'S NOT, THAT'S A, THAT'S SECONDARY, THAT'S NOT THE MAIN THING. AND THEN ALSO ANOTHER CHALLENGE IS, AS YOU SAID BEFORE, THAT THERE, THERE'S COMMUNITY HOSTILITY, BUT NOW THE NARRATIVE ABOUT COMMUNITY HOSTILITY HAS GOTTEN PICKED UP. AND SO I READ IN THE WHATEVER KIND OF UNOFFICIAL TOURISM CONVERSATION, OH, SO DON'T RESIDENTS HATE TOURISTS? AND SO IT'S NOT ONLY THAT WE'RE UPSET, BUT NOW IT'S BEEN, IT'S BECOME A HYPERBOLIC SITUATION. SO THAT'S ALSO A CHALLENGE. MM-HMM. . UM, SO TWO THINGS. JUST, UH, I, I HAVE THE SUSTAINABLE TOURISM PLAN HERE, AND THERE WERE 17 OBJECTIVES, AND THEN SIGNIFICANT NUMBER OF METRICS UNDERNEATH EACH OF THOSE. SO JUST AS A CLARIFYING NUMBER. UM, BUT I WANTED TO ALSO MENTION ABOUT WHO WE ARE TRYING TO ATTRACT. UM, AND JUST BEING CAREFUL WITH THAT. I THINK SOMETIMES, YOU KNOW, WE WANT PEOPLE WHO STAY MULTIPLE NIGHTS AND SPEND MONEY. WELL, THERE MIGHT BE SOMEBODY WHO SAVED FOREVER AND THEY DO NOT FIT THE DEMOGRAPHIC, OR THEY DO NOT FIT THE CHARACTERISTICS OF WHAT YOU THINK IS THE IDEAL TAURUS, BUT THEY'RE GONNA BE JUST AS VALUABLE TO THE ECONOMY. ANOTHER THING TOO, WITH SHORT-TERM RENTALS, MAYBE NOT SOME OF THE LARGER PARTY HOUSE STYLE, UM, BUT THERE ARE CERTAINLY A LOT OF SHORT-TERM RENTALS THAT HAVE LONG LENGTH OF STAY REQUIREMENTS. I MEAN, MY MINIMUM STAYS THREE NIGHTS. SO, UM, I'M BRINGING PEOPLE IN FOR THREE NIGHTS AND THEN I'M PROVIDING THEM WITH LOCAL RECOMMENDATIONS, AND I GO TO PLACES. AND IF I AM LIKE, WELL, I'M NOT SO KEEN ON THAT RIGHT NOW, I TAKE THAT OFF MY LIST. SO, YOU KNOW, AND THAT COULD BE AN OPPORTUNITY FOR BUILDING RELATIONSHIPS WITH RESIDENTS, IS MAKE SURE THAT I'M HAPPY TOO, BECAUSE I'M PROMOTING YOU AS WELL. GREAT. ALRIGHT, WELL, I'M GONNA PASS IT OVER TO MICHELLE. NOW I GET TO FURIOUSLY TAKE NOTES. . YEAH. AND I APOLOGIZE, MY HANDWRITING IS NOT THE BEST, BUT, UM, I TRIED TO CAPTURE AS MUCH OF WHAT YOU'VE SHARED HERE, AND I, I JUST WANNA, AGAIN, MY NAME'S MICHELLE, UM, JANKY FROM, UH, GIO GROUP. I AM A VISITOR. UM, I CAME IN FROM PORTLAND, OREGON TODAY TO SEE YOU ALL TODAY. AND I'VE BEEN HERE, UH, THIS WILL BE MY THIRD TIME. AND THIS IS THE ONLY PLACE, UH, THAT MY CHILDREN HAVE SAID WE WANT TO GO BACK. SO, YOU KNOW, IT'S, YOU ALL HAVE SAID, SHARED THAT YOUR, SOME OF YOUR EXPERIENCE HAS BEEN THAT, BUT THIS HAS BEEN OUR FAMILY'S EXPERIENCE AS WELL. UM, THE OTHER THING I JUST WANNA SHARE BEFORE WE DIVE INTO THIS QUESTION, AND IT'S BECAUSE THAT WORD BALANCE IS UP THERE. HAVING WORKED WITH DESTINATIONS ACROSS THE COUNTRY WHO ARE EXPERIENCING SOME OF WHAT YOU'RE EXPERIENCING, I THINK PROBABLY IT'S, IT IS MUCH MORE INTENSE HERE. UM, I WILL SAY BALANCE IS A VERY DIFFICULT THING TO FIND, AND IT'S DIFFICULT TO DEFINE. IT'S DIFFICULT BECAUSE EACH ONE OF YOU PROBABLY WILL SAY BALANCE, BUT YOU MEAN SOMETHING DIFFERENT BY IT. UM, OR IN YOUR MIND IT LOOKS DIFFERENT. AND SO THAT'S REALLY WHERE THE HARD WORK, UM, OF A COMMUNITY COMES TOGETHER IN DEFINING LIKE, WHERE CAN WE ALL LIVE WITH A COMMON DEFINITION OF BALANCE, BECAUSE IT WILL LOOK DIFFERENT FOR EACH PERSON. SO I JUST, YOU KNOW, IN, IN YOUR WORK AHEAD, THIS IS YOUR FIRST DAY YOU WERE SWORN IN TODAY, UM, I JUST KIND OF WANNA PUT THAT IN THE BACK OF YOUR MINDS, UM, BECAUSE I THINK THAT IS REALLY GONNA BE AT THE CORE OF SOME OF THE CHALLENGES AHEAD. UM, AND SO WE ASK YOU THE QUESTION TO GIVE YOUR OWN DEFINITIONS OF WHAT WOULD A BALANCED ECONOMY LOOK LIKE IN SEDONA. UM, AND IF YOU CAN BE AS SPECIFIC AS POSSIBLE, THAT WOULD BE VERY HELPFUL. YOU KNOW, WHAT, MAYBE WHAT DO YOU SEE IN THAT BALANCED ECONOMY? WHAT ARE SOME OF THE THINGS THAT ARE, UM, DISCUSSED OR EXPERIENCED? THE MORE SPECIFIC YOU CAN BE, THE BETTER, BECAUSE IT WILL HELP US TO REALLY KIND OF START TO CREATE THAT VISION I THINK THAT WE WERE TALKING ABOUT A LITTLE BIT. SO WHO WANTS TO GO FIRST? YEAH, I'LL THROW OUT ON A DAY-TO-DAY BASIS, UM, WE REALLY ENJOY, UM, JUST BEING ABLE TO, WITHIN THE CITY LIMITS, GO TO STORES OR RESTAURANTS OR WHATEVER, THAT IF WE DIDN'T HAVE A, A HUGE TOURIST PRESENCE, WE'D HAVE TO GO TO COTTONWOOD OR FLAGSTAFF OR, YOU KNOW, VARIOUS OTHER PLACES BECAUSE THERE'S NO WAY WE WOULD HAVE A WHOLE FOODS OR FOUR GROCERY STORES ON THE WEST SIDE HERE. AND, AND SO, I MEAN, WE REALLY JUST EVERY DAY ENJOY THAT. AND THEN, AND WE COULD GO TO FRY'S, I GUESS OVER IN COTTONWOOD OR THE, THE WALMART OVER THERE. BUT YOU KNOW, WE'VE GOT A GREAT ACE HARDWARE, WHICH IS ALWAYS JAMMED WITH, WITH PEOPLE THAT NEED SOMETHING FOR WHATEVER THEY'VE BROKEN ON THE JEEP THAT DAY, YOU KNOW, OUT HERE, FOUR WHEELING OR WHATEVER. AND SO, YEAH, WE REALLY APPRECIATE THAT. AND I THINK BALANCED ECONOMY WITHIN A TOURISM KIND OF COMMUNITY IS AT LEAST PARTIALLY WHAT IS IT THAT IT'S DOING TO SUPPORT THE LOCAL RESIDENTS [01:10:01] AND THEIR LIFESTYLES. GREAT. THANK YOU FOR THAT. SO WHEN YOU SAY ECONOMY, THAT'S A DOLLAR. SO I'M, I, I LOOKED AT THAT QUESTION LIKE THIS, A DOLLAR OF, UH, A TOURISM DOLLAR COMING IN. HOW DOES THAT AFFECT TO ME, THE FIRST PART IS WORKERS NEED TO GET PAID IN A WAY THAT WE DON'T HAVE. ESSENTIALLY INDENTURED SERVITUDE, PEOPLE CAN'T LIVE WHERE THEY WORK, SO SOME OF THAT DOLLAR NEEDS TO GO TO WORKERS. THE SECOND PART IS LARGELY WHAT YOU WERE SAYING, DAVID, IS THAT THE DOLLAR COMING IN NEEDS TO CREATE MORE RESIDENT AMENITY BENEFIT THAN IT CREATES RESIDENT PROBLEM. SO THAT'S, AND THEN THE LAST IS THE REMAINING PIECE OF THAT DOLLAR HAS TO SUSTAIN BUSINESS, AND BUSINESS IS A MATH GAME. AND SO TO ME, THAT'S WHAT A BALANCED ECONOMY, TOURISM ECONOMY WOULD LOOK LIKE. MM-HMM, . GREAT. THANK YOU. WELL, THIS, THIS IS AN ISSUE THAT OUR GROUP CAN'T DEAL WITH, BUT BUILDING ON ONE ON WHAT BOB SAID, UH, HOUSING A BALANCED ECONOMY IS A PLACE WHERE PEOPLE WHO WORK IN THAT AREA CAN LIVE IN THAT AREA. MM-HMM. . AND I DON'T JUST MEAN WITHIN SEDONA CITY LIMITS PROPER, BUT WITHIN A REASONABLE COMMUTING DISTANCE. UH, IT'S NOT SOMETHING WE OUGHT TO TACKLE, BUT IT'S PART OF WHAT IT WOULD LOOK LIKE. AND THEN THE OTHER THING I WANT TO SAY IS, IN A WAY, A BALANCED ECONOMY IN SEDONA IS A MIRAGE BECAUSE THE 800 POUND GORILLA IN THE ROOM FOR THE ECONOMY HERE ALWAYS WILL BE TOURISM. AND THAT MEANS WE'RE INHERENTLY OUT OF BALANCE. WE HAVE BEEN FOR DECADES. WE WILL BE FOREVER AS FAR AS I CAN TELL. SO JUST RECOGNIZING THAT. MM-HMM, , THANK YOU. SO WHEN YOU, WHEN YOU POSE THE QUESTION, I WAS LITERALLY THINKING OF A SCALE WITH TOURISM ON ONE SIDE AND THE COMMUNITY ON THE OTHER. AND I KNOW FROM MY OWN, UH, ACADEMIC WORK, UH, I'M AN ETHNOGRAPHER, SO I'VE BEEN COLLECTING ETHNOGRAPHIES OF TOURISM. GENERALLY THE TOURISM PART IS LIKE WAY UP AND COMMUNITY ACROSS THE GLOBE IS JUST SUFFERING. UH, AND SO I THINK ALL THE THINGS THAT PEOPLE SAID IS EXACTLY RIGHT. THOSE ARE WAYS OF INCREASING THE, THE ONE SIDE OF THE, THE BALANCE. UM, UH, SO MAKING SURE THAT TOURISM DOLLARS GO TOWARDS COMMUNITY, THAT COMMUNITY KNOWS THAT THIS IS FROM TOURISM DOLLARS, I THINK IS USEFUL. I THINK THERE ARE SOME PLACES, THE POOL, FOR EXAMPLE, HERE IN SEDONA, I KNOW FOR THOSE OF YOU WHO HAVE BEEN INVOLVED IN POOL CONVERSATIONS, LIKE RESIDENTS ARE JUST REALLY NOT HAPPY ABOUT THE ACCESSIBILITY OF THE PUBLIC POOL. WE NEED MORE OF THE POOL AND SHOULD BE OPEN MORE. THAT SEEMS TO ME LIKE, WELL, I, I KNOW IT'S VERY EXPENSIVE AND THERE'S ALL KIND OF PROBLEMS, BUT THAT'S LIKE AN EASY PARTICULAR WHERE THAT, THAT, I MEAN, SO THERE ARE PLACES WHERE COMMUNITY MEMBERS WANT THINGS AND TOURISM, LIKE, IF WE COULD MAKE THOSE DIRECT CONNECTIONS, THAT WOULD BE HELPFUL. UM, AND THEN ALSO IN OTHER PLACES, UM, COMMUNITIES HAVE BEEN CUT OUT OF TOURISM. COMMUNITY MEMBERS ARE OFTEN CUT OUT OF TOURISM SO THAT THEY ACTUALLY DON'T GET THE BENEFITS OF TOURISM. LARGE COMPANIES COME IN AND THEY CUT OFF THE BEACH OR WHATEVER. UM, AND SO I THINK THAT'S ANOTHER WAY OF THINKING ABOUT IT. AND, AND SHORT TERM RENTALS IS A GOOD EXAMPLE, RIGHT? THAT HOW DO WE ENSURE THAT FOLKS WHO LIVE HERE HAVE THE ADVAN CAN, CAN UTILIZE THE ADVAN, THE GIFT OF LIVING HERE, THE GIFT OF STEWARDSHIP. BUT AT THE SAME TIME, WE KNOW THAT SHORT-TERM RENTALS CAN GET OUT OF CONTROL, RIGHT? SO HOW DO WE BENEFIT COMMUNITY WITHOUT, UH, UH, IN, UH, INCREASING THE BURDEN ON COMMUNITY? MM-HMM. . MM-HMM. , THANK YOU. AND AS YOU SAID THAT, I THOUGHT, YOU KNOW, WE PROBABLY COULD HAVE ALSO POSED THIS AS WHAT WOULD A BALANCED COMMUNITY LOOK LIKE? I MEAN, I THINK THAT'S THE, IT'S ALL, YOU KNOW, IT'S, IT'S BOTH ECONOMIC, BUT IT'S ALSO, UM, WHAT YOU VALUE AS A COMMUNITY, WHAT'S IMPORTANT TO YOU AS A COMMUNITY. SO I DON'T WANT THIS TO SEEM LIKE IT'S, IT'S ONLY THE MONETARY PIECE OF THIS, BECAUSE I THINK THEY'RE ALL KIND OF CONNECTED. OTHERS, I AGREE WITH WHAT EVERYONE ELSE HAS HAD TO SAY. UM, I THINK ONE IDEA THAT WE'VE HAD, YOU KNOW, I, I WANNA BE ABLE TO KEEP MY STORES OPEN LONGER THAN THEY ARE RIGHT NOW, BECAUSE MY STAFF CAN'T AFFORD TO LIVE HERE, YOU KNOW? UM, SO I WANNA SUSTAIN MY STAFF, I WANNA PAY THEM. WELL, WE DID SOME RESEARCH THE OTHER DAY. I THINK WE FIGURED OUT WITH SEDONAS COST OF LIVING INDEX AND WHAT THE MEDIAN AVERAGE SALARY IS IN AMERICA, WE NEED TO START PEOPLE AT $23 AND 15 CENTS. AND THAT'S A HUGE CHANGE FROM FIVE YEARS AGO. AND IT'S REALLY HARD FOR US TO MAINTAIN WITH THE FACT THAT WE CAN'T KEEP OUR DOORS OPEN. WE'RE NOT GENERATING AS MUCH REVENUE AS WE HAVE IN THE PAST. RENT KEEPS GOING UP. UM, SO THERE'S THAT ASPECT OF IT. BUT ALSO [01:15:01] TO ALLOW, IF THERE'S A WAY SPECIAL ACCESS, YOU KNOW, A LOT OF TIMES WE'LL TAKE A DAY OFF ON A WEDNESDAY AFTERNOON BECAUSE THERE'S NO WAY I AM GONNA TRY TO GO OUT ON THE TRAIL ON A SATURDAY OR A SUNDAY. SO I'LL TAKE MY DAYS WHEN I CAN TAKE 'EM DURING THE WEEKEND AND WHEN IT'S NOT SO BUSY. BUT, YOU KNOW, MAYBE AT SOME OF THE TRAILHEAD WE CAN HAVE CERTAIN DAYS WHERE IT'S LOCALS ONLY PARKING, OR, YOU KNOW, JUST TO ALLOW THE LOCALS TO FEEL LIKE THIS STILL IS THEIR PLACE WITHOUT CLOSING IT OFF TO THE REST. MM-HMM. . MM-HMM. , THANK YOU. I LIKE THE, IT'S VERY SPECIFIC. I WANNA SECOND THAT. I THINK THAT IS JUST ABSOLUTELY RIGHT. THANK YOU. I'M NOT SURE I'VE EVER SEEN ANYWHERE THAT HAS THAT BALANCE BETWEEN WHAT THE BUSINESSES WANT, WHAT THE RESIDENTS WANTED, AND, AND, AND SOME OF IT'S IN THIS SORT OF TOURISM PLAN THAT A LOT OF IT WAS BROUGHT UP IN THERE, BUT I'M NOT SURE EVERYBODY REALLY MEASURED THAT. WE, IN OUR COMPANY, WE HAVE A THING CALLED OUR SHAREHOLDER TRIANGLE, AND WE TRY TO KEEP OUR EMPLOYEES, OUR GUESTS, AND OUR FINANCIALS ALL IN BALANCE. AND I'M NOT SURE I'VE EVER REALLY SEEN THAT FOR THE CITY, UM, TRYING TO FIGURE OUT WHAT ARE THE RESIDENT WE KNOW, WE KNOW TOURISM ISN'T GOING AWAY, SO HOW DO WE MAKE SURE THAT THAT TOURISM AND THE RESIDENT PIECE REALLY GETS MEASURED TOGETHER SO THAT WE TRY TO KEEP IT IN BALANCE SO WE DON'T HAVE THE DISSENSION THAT WE HAVE RIGHT NOW BETWEEN EVERYBODY, SO, YEP. YEP. UM, IN PAST DISCUSSIONS, GO HERE AND THEN BACK HERE. OVER THERE. NO, GO AHEAD. YOU FIRST. . OH, OKAY. IN PAST DISCUSSIONS WITH CITY COUNCIL MEMBERS, UH, AND TRYING TO COME UP WITH WHAT IS THE VISION, UH, FOR TOURISM, UH, FOUR KEY COMPONENTS CAME OUT, UH, OF WHAT A BALANCE IS, UH, QUALITY OF LIFE FOR THE RESIDENTS, UM, PROTECT THE ENVIRONMENT, UH, POSITIVE VISITOR EXPERIENCE. MM-HMM. AND BUSINESS PROSPERITY. AND SO THOSE ARE KIND OF THE FOUR KEY THINGS. NOW, THE PROBLEM IS SOME COUNCIL MEMBERS WANTED ONE FIRST, AND THREE FIRST, AND FOUR FIRST AND, AND SO FORTH. UM, AND MAYBE THAT'S PART OF THE CHALLENGE OF WHAT WE'RE GONNA HAVE TO DEAL WITH IS, YOU KNOW, HOW DO WE WEIGHT THOSE AND HOW DO WE MEASURE 'EM? YOU KNOW, HOW, HOW DO WE DECIDE WHETHER BUSINESSES ARE PROSPEROUS AND RESIDENTS, UH, DO HAVE A BETTER QUALITY OF LIFE? SO THAT THOSE FOUR KEY THINGS MM-HMM. IN MY MIND, STUCK OUT. GREAT. THANK YOU. YEAH. AND THOSE ARE THE FOUR PILLARS OF THE ORIGINAL SUSTAINABLE TOURISM PLAN, ENVIRONMENT, RESIDENT QUALITY OF LIFE, QUALITY OF ECONOMY, AND VISITOR EXPERIENCE. SO GOING BACK TO THIS AND REVISITING THIS COULD BE A REAL GUIDING PRINCIPLE. MM-HMM. , UM, YEAH, BECAUSE AS IT IS, IT IS TOO MUDDY, AS PEOPLE HAVE SAID. BUT I WANTED TO MENTION ONE OTHER THING ABOUT HOUSING. YES. HOUSING IS NOT SOMETHING WE CAN TACKLE, BUT, UM, ONE ASPECT OF LIVING IN SEDONA AND HAVING A CASITA OR SOMETHING THAT YOU CAN RENT OUT MAKES PROPERTY MORE ACCESSIBLE TO THOSE THAT COULDN'T LIVE HERE OTHERWISE AS AN INCOME PRODUCING PROPERTY. I'M AN EXAMPLE OF THAT. SO I THINK THAT THAT'S SOMETHING THAT GETS SWT INTO THE RAG, OR DOESN'T GET TALKED ABOUT, OR ANY PEOPLE ARE JUST LIKE, IT'S AN STR OR IT'S A HOME. AND EVEN IN THE TOURISM SURVEY THAT CAME OUT, IT SAID, HAVE YOU EVER USED YOUR HOME AS AN STR? WELL, I HAD TO CLICK YES, BUT I ALSO LIVE THERE 365 DAYS A YEAR. AND SO I WAS LIKE, OH, I WISH THERE WAS ANOTHER LEVEL OF THAT QUESTION SO THAT I COULD, UM, DIFFERENTIATE MYSELF FROM, UM, SOME OF WHAT IS SEEN AS, YOU KNOW, THE ULTIMATE ENEMY. SO, ANOTHER THOUGHT. THANK YOU. YOU KNOW, ONE OF THE THINGS THAT THE ECONOMY DOESN'T REALLY SUPPORT RIGHT NOW TO ALTHEA'S POINT IS, IS A FAMILY. I MEAN, WE DON'T HAVE THOSE, THOSE FAMILY AGE GROUPS. I MEAN, I DON'T KNOW WHAT THE AVERAGE AGE HERE IS. PROBABLY 60 SOMETHING AT LEAST. RIGHT? SO, SO I MAY OR MAY NOT BE ABOVE AVERAGE 63. OKAY. THE AVERAGE, I'M ABOVE AVERAGE, AVERAGE 58, I THINK. CAN YOU CLARIFY? IT'S FOR THE CITY OF SEDONA. YEAH. SO, AND AS YOU GUYS MAY OR MAY NOT KNOW, I'M ON THE SCHOOL BOARD AS WELL, AND WE'VE GOT A REALLY SMALL RURAL DISTRICT, AND IN FACT, INSIDE THE SEDONA SCHOOL DISTRICT, WHICH IS BASICALLY US IN THE VILLAGE, UM, SO WE, YOU KNOW, IT'S A LITTLE BIT BIGGER THAN THE CITY LIMITS, BUT OVER HALF OF OUR STUDENTS ARE ACTUALLY BUSED IN FROM OUTSIDE THE DISTRICT. AND WE DO THAT BECAUSE IT ALLOWS US TO OFFER PROGRAMS, AND IT, IT CREATES AN INFLUX OF REVENUE, OBVIOUSLY, FOR THE TAX BASE, BUT IT ALLOWS US TO, TO OFFER PROGRAMS FOR BIGGER CLA YOU KNOW, BIGGER GROUP OF KIDS. SO WE HAVE MORE AFTERSCHOOL PROGRAMS AND SPORTS AND THOSE KINDS OF THINGS. WE WOULD NOT HAVE THOSE IF WE ACTUALLY LIMITED IT TO NOT BEING AN OPEN SCHOOL DISTRICT AND TO JUST RESIDENTS OF SEDONA IN A VILLAGE. SO HOW DO WE, YOU KNOW, GET A BALANCED ECONOMY THAT ALSO STARTS TO SPREAD IT OUT A LITTLE BIT SO THAT WE'RE NOT SUN CITY IN OUR AGE GROUP, UM, AND WE HAVE, YOU KNOW, THESE YOUNGER FOLKS THAT ARE DOING BUSINESSES AND, AND, AND WORKING HERE. AND THAT'S WHO OUR TEACHERS ARE. THAT'S WHO OUR, YOU KNOW, HEALTHCARE PROFESSIONALS ARE, ALL THOSE KINDS OF THINGS. I MEAN, IN MY CASE, AND I'M SURE IN MOST OF OURS, YOU HAD TO WORK 40 YEARS [01:20:01] BEFORE YOU COULD AFFORD TO LIVE SOMEPLACE LIKE SEDONA, FULL-TIME. YEAH. UM, SO IT'S, THAT'S PART OF THE THING THAT'S OUTTA BALANCE, I THINK I'M HEARING. YEAH. A LOT OF THOSE KIND OF AMENITIES, THE THINGS THAT MAKE IT A GREAT PLACE TO LIVE, INCLUDING SCHOOLS AND, AND HEALTHCARE AND ALL OF THOSE THINGS ARE SOME OF THE THINGS THAT YOU'D LIKE TO SEE. I'M GONNA MOVE ON TO THE NEXT QUESTION. THERE WE GO. SO THIS IS GONNA SEEM MAYBE A LITTLE, UM, YOU MIGHT WONDER WHY WE ASK THIS QUESTION, UM, WHICH IS ABOUT THE VALUES OF THE SEDONA RESIDENT. AND THE REASON WHY WE ASK THIS QUESTION IS BECAUSE WE FIND IN OUR PLANNING WORK, ESPECIALLY FOR DESTINATIONS, THAT IT'S REALLY IMPORTANT TO HAVE A, UM, A SENSE FOR, UM, THE CORE VALUES OF THE DESTINATION. OKAY. AND THAT IS A COMBINATION AND GENERALLY FOCUSES MUCH MORE ON THE RESIDENT, WHICH IS, THIS IS KIND OF A NEWER CONCEPT. I THINK IN, IN DESTINATION WORK, DESTINATION STEWARDSHIP WORK IS MUCH MORE FOCUSING ON THE RESIDENT VERSUS THE VISITOR. OUR INDUSTRY FOR, YOU KNOW, HUNDREDS OF YEARS IS FOCUSED ON HOW DO WE GET MORE PEOPLE. UM, THE IDEA HERE IS HOW DO WE REALLY REPRESENT THE VALUES OF THE PLACE AND MAKE SURE THAT THAT PLACE IS CONSISTENT WITH THE VISITOR. SO WE'RE GONNA ASK YOU THIS QUESTION. WHAT, HOW WOULD YOU DESCRIBE THE VALUES OF, AND I KNOW THERE ARE LOTS OF DIFFERENT POCKETS OF RESIDENTS, SO I'M, I'M, I KNOW THIS IS A DIFFICULT QUESTION TO ANSWER, BUT IN GENERAL, IF YOU COULD, YOU KNOW, SHARE MAYBE A COUPLE OF WORDS OR DESCRIPTIONS OF WHAT YOU THINK MOST SED SEDONA RESIDENTS BELIEVE IN, OR HOLD DEAR THINK IS REALLY IMPORTANT IN THEIR LIFE, WHAT WOULD THOSE THINGS BE? THEY'RE OUTDOORSY, . YEP. YEP. OKAY. SO OUT BEING OUTDOORS, BEING IN THE ENVIRONMENT, BEING, UM, EXPERIENCING THIS PLACE IS REALLY IMPORTANT TO THE RESIDENT. CI CITY SURVEYS HAVE, I THINK, REGULARLY HAD THE ENVIRONMENT ITSELF AT THE TOP MM-HMM. OF THE LIST OF THINGS THAT RESIDENTS ARE CONCERNED WITH. AND THAT MAKES SENSE, RIGHT? THAT THAT'S A VALUE FOR, FOR ALL OF YOU, UM, AND FOR THE RESIDENT. SO, SO THAT'S KIND OF A CORE VALUE, I WOULD SAY, SOMETHING THAT IS, THAT IS KIND OF AT THE DEF DEFINITION OF THE SEDONA RESIDENT. WHAT ELSE, WHAT ELSE DO YOU THINK IS, WOULD YOU DESCRIBE, SO THIS, I, THIS IS HARD, RIGHT? 'CAUSE THIS IS SUCH A BROAD YES. , BROAD, BROAD SWIPE. AND ALSO, I WAS GONNA SAY IN THE PREVIOUS QUESTION THAT WE DO HAVE TO REMEMBER THAT WHEN WE TALK ABOUT COMMUNITY, RIGHT? IT EXTENDS BEYOND SEDONA. AND ALSO IS DEMOGRAPHICALLY ACTUALLY SOMEWHAT DIVERSE, MORE DIVERSE, OR HAS DIVERSE ELEMENTS ANYWAY. BUT, UH, SO I THINK ALSO IT SEEMS THAT, UH, SEDONA RESIDENTS, WE HAVE A CERTAIN, THERE'S A CERTAIN, LIKE A VALUE IN ORDERLINESS. LIKE, WE DON'T WANT PEOPLE TO BE LITTERING, AND WE DON'T WANT A LOT OF LOUD NOISE. AND SO WE WANT A CER THAT'S LIKE, THAT'S A BIG PROBLEM WITH THE SDRS, RIGHT? THAT PEOPLE JUST DON'T TAKE CARE OF THEIR TRASH. SO THERE'S SOME, I THINK THAT THERE'S THIS SORT OF GENERAL SENSE THAT WE WANNA STEWARD THE ENVIRONMENT AND THAT, AND ALSO STEWARD OR SORT OF COMMUNITY. MM-HMM. , I AGREE WITH THAT STATEMENT. I THINK WE FEEL LIKE EVERYONE SHOULD BE RESPONSIBLE WHEN THEY COME HERE BECAUSE WE'RE RESPONSIBLE. UM, I DON'T KNOW IF THIS REALLY TIES INTO IT, BUT SOMETHING THAT YOU MENTIONED WAS THE AVERAGE AGE, UM, IN OUR CHURCH COMMUNITY, I AM JUST THROWN AWAY EVERY DAY WITH THE LEVEL OF EXPERIENCE AND WEALTH OF KNOWLEDGE, UM, OF MY FELLOW OF THE CONGREGATION. IT'S, PEOPLE COME FROM SO MANY PROFESSIONAL LIVES AND CAREERS FROM ALL OVER. THEY HAVE SO MUCH TO OFFER. AND I REALLY SEE THIS WHOLE SENSE OF GIVING BACK. THERE'S A LOT OF PEOPLE IN SEDONA THAT FEEL LIKE THEY'VE REALLY BEEN BLESSED WITH A LOT. AND IT'S OUR OPPORTUNITY TO GIVE BACK, WHETHER THAT BE IN TUTORING OR MENTORING OR MONETARILY, THEY REALLY WANNA HELP PEOPLE. MM-HMM. , THAT'S GREAT. GIVING BACK. THAT'S AN IMPORTANT ONE. AND I THINK I HEARD IN THERE TOO, TREATING THE PLACE. SO, SO WANTING OTHERS TO TREAT THIS AS IF THEY WERE A RESIDENT. SO I LOVE THAT TOO. THAT'S REALLY IMPORTANT. AND MANY OF THE OTHER, UH, RESIDENTS FROM THE SPIRITUAL COMMUNITY ACTUALLY USE THE WORD SACRED IN TERMS OF THE ACTUAL ENVIRONMENT WE LIVE IN. MM-HMM. , WE HAVE MANY DIFFERENT WORDS IN TERMS OF THE RED ROCKS. PEOPLE USE LIKE VORTEX ENERGY TO TALK ABOUT HOW YOU FEEL WHEN YOU'RE HERE. BUT THE SACREDNESS OF IT, BOTH IN TERMS OF HOW WE WERE HERE AND THE ORIGINAL RESIDENTS AND NATIVE AMERICANS WHO ALSO CONSIDER THIS QUITE SACRED, IS SOMETHING OF WHICH, IF YOU USE THAT SACREDNESS IN EVERYTHING WE'RE TALKING ABOUT, BOTH AS RESIDENTS AND VISITORS, WE WANT OUR VISITORS TO TREAT IT AS SACREDLY AS WE DO. WE WANT THEM TO TREAT THE TRAILS AS SACRED. WE WANT THEM TO BE COURTEOUS AND KIND AND NOT CUT YOU OFF AT THE YI MEAN, WE WANT ALL OF THAT STUFF. SO AGAIN, I WOULD EMPHASIZE THE WORD SACRED AS A WAY TO HELP REALLY SHOW WHAT WE, I THINK WE'RE ALL SANE IN A WAY. YEAH. THAT'S GREAT. THANK YOU. HOW ABOUT OTHERS? MAYBE FOLKS WHO HAVEN'T CONTRIBUTED YET? I'M NOT A SEDONA RESIDENT, SO IT'S A PRESUMPTIVE ANSWER. [01:25:01] AND I'M NOT SURE HOW TO DESCRIBE IT, BUT I, I'M THINKING OF WORDS LIKE TRANQUIL OR SERENE. SO IN THIS KIND OF ENVIRONMENT, SO ONE THING ABOUT BEING IN THE ENVIRONMENT IS YOU WANT TO FEEL IT, HEAR IT, AND THERE IS SUCH A PENT UP TENSION THAT DETRACTS FROM JUST A PEACEFUL EXISTENCE. SO I THINK ANY RESIDENT, IF ANY, THEY JUST WANNA HAVE A SENSE OF TRANQUIL, PEACEFUL EXISTENCE. MM-HMM. . MM-HMM. . THANK YOU. I THINK ANOTHER THING IS THERE'S A LOT OF FOODIES. WE LIKE OUR RESTAURANTS, SO THAT'S AN IMPORTANT VALUE. YEAH. GOOD FOOD. YEP. COMMUNITY HAVING A, A SENSE OF COMMUNITY. MM-HMM. I HEARD THAT TOO. IN SOME, YEAH. I THINK, UM, ABOUT THE, YOU KNOW, AVERAGE AGE, I THINK IT WAS 58 AT THE 2020 CENSUS. BUT IF YOU LOOK NOW AT THE, A NUMBER OF KIDS THAT ARE TRYING TO GET INTO OUR VERY LIMITED PRESCHOOL, UM, UH, EDUCATIONAL OFFERINGS, YOU'LL, I'M SURE THAT WE'VE STARTED TO SHIFT, UH, SOMEWHAT YOUNGER. I MEAN, MY DAUGHTER'S THREE AND A HALF, AND WE HAVE, UM, A LOT OF PEOPLE IN THAT AGE RANGE AND WITH A SECOND CHILD ALREADY. SO THERE ARE A LOT OF KIDS IN THAT UNDER FIVE-YEAR-OLD AGE GROUP THAT WEREN'T HERE PRIOR TO 2020. COVID DID BRING SOME FAMILIES HERE TO SEDONA. AND THAT CERTAINLY HAS BEEN A, A SHIFT. MM-HMM. , UM, AT LEAST FROM, YOU KNOW, WHAT I'VE SEEN PRIOR TO THAT TIME, UM, YOU KNOW, I DIDN'T SEE A LOT OF KIDS, AND NOW I FEEL LIKE I SEE A LOT MORE KIDS, AND IT'S THE SAME KIDS AT THE PLAYGROUND. IT'S NOT THE THE PEOPLE PASSING THROUGH WHO ARE TRAVELING. UM, YEAH. OKAY. MORE TO SAID ON THAT. I SEE OUR SCHOOL BOARD MEMBER NODDING. SO I'M, I'M, NO, I'M ASSUMING THAT'S SOMETHING THAT'S TRUE, BECAUSE WE NEED ALL THE KIDS. WE CAN GET . YEAH. BUT A LOT OF THEM IN THE FUTURE, RIGHT. A LOT OF THEM ARE UNSURE ABOUT THE EDUCATIONAL OFFERINGS HERE. SO THAT'S, YEAH. WE'RE WORKING ON THAT. WE'RE WORKING ON THAT. ANY OTHER THINGS I NEED TO MAKE A LIVING? DO YOU, SO YOU BROUGHT UP THIS IDEA OF, OF, UM, AGE DIFFERENCE IN THE COMMUNITY. SO I WANNA JUST MAYBE DIVE A LITTLE BIT INTO THAT. DO YOU THINK THAT THOSE VALUES ARE CONSISTENT? ARE THERE THINGS THAT YOU WOULD SAY THERE'S A DIFFERENCE BETWEEN, YOU KNOW, AND I'M SEEING YOU NOT, DO YOU WANNA CONTRIBUTE? YEAH, PLEASE. YEAH, FOR SURE. I MEAN, RIGHT NOW, MY, MY VALUES ARE VERY MUCH IN THE, YOU KNOW, WHAT'S GOOD FOR MY CHILDREN, WHAT'S GOOD FOR MY FAMILY. MM-HMM. . UM, BUT PEOPLE WHO DON'T HAVE CHILDREN HERE, UM, MAYBE THEY'RE GROWN, MAYBE, MAYBE THEY DON'T HAVE CHILDREN AT ALL. THEY DON'T NECESSARILY THINK LIKE THAT. AND, YOU KNOW, THEIR, THEIR VALUES ARE, YOU KNOW, THEY'RE, THEY'RE VALID AS WELL. UM, SO YEAH, THERE, THERE IS DEFINITELY A, A, A A A DIFFERENCE. MM-HMM. FOR SURE. MM-HMM. . YEAH. BUT WE HAVE TO RESPECT, YOU KNOW? ABSOLUTELY. AND THAT'S WHY I WAS READY TO SAY WE'VE QUA THE QUALITY OF LIFE, AND I THINK IT'S DIFFERENT BY THE AGE GROUPS THAT WE HAVE HERE. AND I THINK THAT'S THE BIGGEST THING AS WE THINK ABOUT IT, IT'S NOT GONNA BE A ONE SIZE FITS ALL. WE'VE GOT PEOPLE THAT IF WE'RE HAVING AN AVERAGE AGE OF 63 IN THIS COMMUNITY, THAT'S TOTALLY DIFFERENT THAN SOMEBODY THAT'S STARTING OUT IN THE THIRTIES IN THEIR, IN THIRTIES AND FORTIES. AND I THINK THAT'S WHERE THE, THAT QUALITY OF LIFE AND WHERE THEY ARE IN THEIR LIFE CYCLE IS GONNA BE TOTALLY DIFFERENT. I THINK WE GOTTA FACTOR THAT INTO OUR DECISIONS AS WE GO FORWARD. YEP. ABSOLUTELY. I THINK THE REASON WHY I WANTED TO DIVE A LITTLE BIT DEEPER ONTO THAT IS BECAUSE WE ARE GONNA BE TALKING ABOUT, YOU KNOW, THE VISION FOR THIS DESTINATION 20, 30 YEARS DOWN THE LINE. AND I THINK SOME OF THE TOURISM PLAN THAT YOU WERE REFERENCING, UH, TALKS ABOUT THAT. AND SO IT'S IMPORTANT FOR US TO HAVE IN THE BACK OF OUR MINDS, HOW MIGHT THESE BE SHIFTING OVER TIME? NOT THAT THEY'RE, IT'S GONNA BE OVERNIGHT, BUT HOW MIGHT THEY BE SHIFTING? AND, AND LET'S JUST KIND OF RECOGNIZE THAT VALUES AREN'T STAGNANT. THEY, THEY, THEY SHIFT WHICH GENERATION. SO, YEAH. NO, I APPRECIATE THAT. OKAY, I'M GONNA MOVE ON TO THE NEXT ONE. CAN, CAN I ADD ONE MORE THING? MM-HMM. , JUST BASED ON WHAT OTHER PEOPLE HAVE SAID, I, I WROTE DOWN THE VALUE OF A RANGE OF OPPORTUNITIES. AND WHEN YOU TALKED ABOUT RESTAURANTS, I THOUGHT, WELL, IT'S NOT ONLY RESTAURANTS, IT'S SHOPPING, IT'S ALL THE OTHER OPPORTUNITIES. AND HAVING THAT RANGE IS REALLY IMPORTANT TO PEOPLE. EDUCATION IS VALUED HERE SIGNIFICANTLY. THE DEMOGRAPHICS OF OUR RESIDENTS, THERE ARE A LOT OF RETIRED PROFESSIONALS AND EDUCATORS HERE, AND THERE'S STRONG EMPHASIS ON THAT. AND THERE'S ALSO A VALUE ON VOLUNTEERISM. MM-HMM. . THE, THIS IS ONE OF THE BEST VOLUNTEER COMMUNITIES AROUND ANYWHERE AND RESIDENTS VALUE THE ABILITY TO DO THAT, TO CONTRIBUTE AS VOLUNTEERS. MM-HMM. . GREAT. THANK YOU VERY MUCH FOR THOSE. SO NOW I WANT TO SHIFT US TO THE FUTURE, SEDONA VISITOR. SO A LOT OF YOU HAVE SAID IN THE, THE CONVERSATIONS UP TO NOW, YOU KNOW, WE WANT THE VISITORS TO COME, THE ONES THAT WE WANT, THE PEOPLE THAT ARE GOING TO HAVE SIMILAR VALUES. SO, SO IS, WOULD YOU SAY THAT THOSE FUTURE SEDONA VISITORS, IS IT, UM, [01:30:01] A HUNDRED PERCENT WHAT WE JUST TALKED ABOUT? ARE THERE THINGS THAT CAN BE DIFFERENT? ARE THERE THINGS, YOU KNOW, WHAT, WHAT ARE THE VALUES OF THOSE VISITORS THAT WE WANT TO HAVE IN THE FUTURE? WANT TO OR EXPECT? YES. . BECAUSE WHAT, WHAT I EXPECT IS THERE'S GONNA BE MORE VISITORS WHO ARE LOOKING FOR A THRILL, BECAUSE THAT'S WHAT MEDIA IS TELLING US. JUST YOU, YOU LOOK AT THE OHV COMMERCIALS AND WHAT THEY'RE SUGGESTING THAT PEOPLE DO WHEN THEY WRITE O HVS. AND IT'S A THRILL RATHER THAN A PEACEFUL EXPERIENCE OUT ON A HIKE. MM-HMM. . SO I'M AFRAID THAT'S WHAT'S GOING TO COME. IT'S NOT WHAT WE WANT. OKAY. THAT GOOD. WE WANT THE SLOW TOURIST. THAT CLARITY IS REALLY JUST LIKE THE SLOW FOOD MOVE MOVEMENT. THERE'S A SLOW TOURISM MOVEMENT. MM-HMM. . AND THAT'S WHAT WE'RE LOOKING FOR. MM-HMM. . YEP. IT'S A, IT'S A REAL THING. YEP. ANYBODY, UM, I ALSO AGREE, BUT I THINK A LOT OF IT'S IN LINE. WE WANT A RESPONSIBLE TOURIST. WE WANT SOMEONE THAT VALUES THE CULTURE AND THE ARTS. WE WANT SOMEONE THAT IS A FOODIE AND LOVES TO GO TO THE RESTAURANTS LIKE WE DO, AND REALLY APPRECIATES WHAT WE HAVE AND COMES TO OUR SHOPS AND SUPPORTS US WHILE THEY'RE HERE. UM, BUT WE ALSO WANT THE TOURISTS THAT IS SEEKING THAT PEACE AND TRANQUILITY PEOPLE ON SPIRITUAL JOURNEYS. WE WANT PEOPLE THAT ARE HERE FOR HEALING. I CAN'T TELL YOU HOW MANY PEOPLE I MEET HERE BECAUSE THEY HAVE JUST SURVIVED CANCER OR JUST LOST A SPOUSE. OR THEY COME HERE BECAUSE THEY'RE GRIEVING AND THEY'RE LOOKING FOR SOMETHING TO HEAL THEM. AND SEDONAS BEEN ABLE TO PROVIDE THAT FOR SO MANY PEOPLE. SO I WANNA CONTINUE TO FOSTER THAT KIND OF A TOURIST. YEAH. THANK YOU FOR THAT. UH, I THINK YOU WANTED TO, I WAS JUST GONNA, THE CONCEPT OF THRILL IS STILL GONNA BE THERE AND IT'S STILL WHAT, WHAT JOHN'S GROUP DOES. IF YOU'VE BEEN ON SOME OF THOSE RIDES, THEY'RE THRILLING. RIGHT. SO I DON'T THINK YOU CAN EXPECT THAT THAT'S, OR EVEN WANT THAT. THAT'S NOT GONNA BE A PART OF IT. IF YOU'RE A MOUNTAIN BIKE OR ON TRANSIT, THAT'S THRILLING. I COULDN'T DO IT. SO IT'S, I I I THINK IT'S HARD, UM, UH, TO EVEN HAVE A DESIRE FOR THAT. MM-HMM. , WHAT WE NEED TO DO IS BE, IS MAKE IT CLEAR WHERE THAT IS APPROPRIATE, HOW THAT IS APPROPRIATE, WHERE IT'S NOT APPROPRIATE. MM-HMM. WHEN IS NOT APPROPRIATE. MM-HMM. . BUT I DON'T THINK YOU CAN ELIMINATE IT ENTIRELY. YEAH. I THINK IT'S A LOT LIKE, IT'S, IT'S THE EXPEC DEFINING OUR EXPECTATION UPFRONT OF HOW TO BE RESPECTFUL FOR THIS AREA. AND I THINK THAT'S THE BIGGEST PIECE THAT, AGAIN, WHEN COVID HAPPENED, I THINK WE, EVERYBODY GOT OVERRUN. I MEAN, WE, I WE TALK TO A LOT OF PEOPLE RIGHT NOW, UM, IN THE OHV COMMUNITY OUTSIDE OF SEDONA AND SEDONAS CAME A LONG WAY. UM, AND WE'RE FURTHER AHEAD TO MOST COMMUNITIES. AND EVEN THE SAME THING WITH THE DESTINATION MARKETING. RIGHT NOW, WE'RE, WE'RE FURTHER AHEAD WHAT YOU HEAR ACROSS THE COUNTRY, BUT I THINK IT'S MAKING SURE THEY UNDERSTAND WHAT, WHERE OUR, OUR EXPECTATIONS ARE AND THE RESPECTFULNESS OF THE LAND AND THE OTHER PEOPLE THAT ARE IN HERE. 'CAUSE IT'S COMING OUT HERE FROM THE MIDWEST, AND I GREW UP ON THE EAST COAST. IT'S A TOTALLY DIFFERENT RESPECT OUT HERE THAT THE PEOPLE HAVE FOR THE LAND, FOR THE, IT'S NOT DISPOSABLE. YOU KNOW, WHEN THE RED ROCKS GO, THE RED ROCKS ARE GONE. UM, WHEN YOU GO LIVE IN THE CITY, LIKE IN NEW YORK CITY, I GREW UP OUTSIDE NEW YORK CITY AND JERSEY AND, YOU KNOW, EVERYTHING WAS DISPOSABLE AND YOU COULD GO REBUILD IT. YOU CAN'T REBUILD US. AND I THINK THAT'S THE EDUCATIONAL PIECE THAT WE NEED TO MAKE SURE WE'RE EMPHASIZING TO PEOPLE MM-HMM. , UM, AS WE BRING 'EM INTO THE COMMUNITY. YEP. YEAH. I, I THINK THE BALANCE IS BETWEEN ACCESS AND IMPACT. AND WE, WE BOTH NEED A DIVERSITY IN THE ACCESS THAT'S ALLOWED OUT THERE AND, AND FOR PEOPLE TO BE ABLE TO GO OUT AND ENJOY THE NATIONAL LANDS IN THE WAYS THAT THEY'D LIKE TO ENJOY 'EM. BUT WHILE THEY'RE IN THEIR MINDSET, THEY'VE BEEN EDUCATED OR REFORMED OR WHATEVER THE TERM IS, SO THAT THEY'RE ALSO TRYING TO MINIMIZE THEIR IMPACT, ESPECIALLY THE LONG-TERM IMPACT, IF THEY'RE DOING PERMANENT DAMAGE OR SOMETHING. YEAH. BUT, YOU KNOW, THERE'S SO MANY OF 'EM OUT THERE THAT I'M A THRILL SEEKER AND A, AND A ADRENALINE JUNKIE AS A GUY THAT WAS IN THE MILITARY. AND, YOU KNOW, THERE'S THINGS THAT I'D LIKE TO DO, YOU KNOW, THAT ARE AT LEAST QUIET. YOU KNOW, I'M NOT GONNA GO OUT THERE AND RACE AROUND IN AN A TV. BUT, YOU KNOW, I THINK IT'S IMPORTANT THAT ALL OF THE PEOPLE THAT OWN THE RED ROCK ACTUALLY HAVE A CHANCE TO GO OUT, NOT IN THE MOST SENSITIVE AREAS, BUT IN THE NATIONAL FORCE IN A BROAD SENSE. AND, AND HAVE ACCESS. IT'S THAT ACCESS VERSUS IMPACT. AND SO EDUCATING THEM AND, AND GETTING A DIVERSE TOURIST AND, YOU KNOW, HOW THEY SPEND THEIR MONEY IS IN A DIVERSE MANNER ACROSS THE BOARD HERE IN, IN THE DIFFERENT SHOPS AT THE DIFFERENT LEVELS. NOT EVERYBODY'S GONNA COME HERE AND BUY, YOU KNOW, EXPENSIVE THINGS OR EAT IN THE MOST EXPENSIVE RESTAURANTS. MAYBE THEY'RE GONNA SPEND SOME MONEY AND THEY'RE GONNA GO TO WALGREENS, THEY'RE GONNA GO TO TO WHATEVER. BUT, UH, I THINK IT'S THAT DIVERSIFICATION THAT'S IMPORTANT, BUT [01:35:01] WE GOTTA EDUCATE 'EM. I, I HAVE FRIENDS VISITING RIGHT NOW FROM GEORGIA, AND, AND ONE OF THE THINGS THAT, ON THE PREVIOUS SLIDE THAT I WANTED TO SAY, AND, AND IT IS NOT MEANT TO BE OFFENSIVE 'CAUSE I FIT RIGHT INTO IT, IS THAT SEDONA IS A LITTLE BIT QUIRKY AS WELL. IT'S ECLECTIC. IT'S QUIRKY. IT'S, AND, AND WHAT I TELL MY FRIENDS WHEN THEY VISIT FROM DIFFERENT PARTS OF THE COUNTRY IS, HEY, IT'S A SEDONA THING. YOU KNOW, GET WITH IT. . YOU KNOW, WE, WE CARE ABOUT THE ENVIRONMENT. WE'RE YOU'RE GONNA MINIMIZE YOUR IMPACT. WE'RE GONNA GO OUT IN THERE, WE'RE GOING TO, WE RUN THE TOP OF WILSON MOUNTAIN ON FRIDAY, ME AND THIS BUDDY FROM GEORGIA. RIGHT. HANG, HANGING OVER THE EDGE, LOOKING DOWN AT SEDONA. IT WAS KIND OF RAINY AND SNOWY UP THERE, BUT, UM, AND THAT WAS A THRILL. RIGHT? AND, AND, UH, BUT IT'S A, IT'S A SEDONA THING. AND SO HOW DO WE SHARE THAT AND EDUCATE THAT? I THINK THAT'S AN IMPORTANT WAY TO BALANCE THINGS. YEP. YEP. IT TAKE BUILDING ON WHAT JOHN, OKAY. BUILDING ON WHAT JOHN SAID A SECOND AGO, UH, THE OHV COMMUNITY HERE HAS DONE A REALLY GOOD JOB OF EMPHASIZING LEAVE NO TRACE. AND THAT'S THE KIND OF VISITOR WE WANT TO ATTRACT HERE IS SOMEBODY WHO'S GONNA LEAVE IT CLEANER THAN THEY FOUND IT. YEP. OKAY. DID YOU HAVE, I WAS JUST GONNA SAY, MAYBE WE COULD, UH, DO A KEEP SEDONA QUIRKY CAMPAIGN. . I WAS GONNA SAY FROM COMING FROM PORTLAND, KEEP PORTLAND WEIRD IS ONE OF OUR FAVORITES. YEAH. I, I LIVED IN AUSTIN FOR A WHILE, SO KEEP BOSTON WEIRD. SO MAYBE THERE IS SOMETHING THAT WE COULD DO WITH, I LOVE IT. A QUIRKY ON THE BOARD. . QUIRKY. QUIRKY. IS CANCER A SEDONA THING? I LIKE THAT. IT'S A SEDONA. THAT'S GOOD. I LIKE THAT. SO WE ARE GONNA ASK, WAIT, I THINK WE'VE GOT, OH, SORRY. NO, THERE'S A GROUP THAT NOBODY HAS ACTUALLY TALKED ABOUT IS, UM, THE POTENTIAL FOR SMALL BUSINESS MEETINGS, GROUP GATHERINGS, UM, AWARD, YOU KNOW, SALES ACHIEVEMENT. UM, I THINK THERE'S AN OPPORTUNITY, PARTICULARLY IN THE OFF SEASONS, TO ATTRACT THAT KIND OF BUSINESS. NOW WE DON'T HAVE HUGE FACILITIES, BUT WE HAVE A NUMBER OF FACILITIES THAT CAN HANDLE, YOU KNOW, 50, A HUNDRED, 150 PEOPLE. AND, UM, USUALLY THEY'RE NOT OUT DURING THE DAY BECAUSE THEY'RE DOING THEIR MEETINGS. AND SO, YOU KNOW, THEY'RE VISITING THE RESTAURANTS, THE BUSINESSES AND SO FORTH. SO I THINK THAT'S, THAT'S AN IMPORTANT SUBSET. MM-HMM. OF WHO WE WANT TO ATTRACT THE GROUP BUSINESS. YEP. ABSOLUTELY. OKAY, SO I'M GONNA MOVE ON. I WANNA MAKE SURE THAT WE, UM, LEAVE SOME TIME FOR OUR FRIENDS AT, UM, DEVIATE. SO WE HAVE, UM, THIS QUESTION IS REALLY TO, UH, UH, TO NARROW DOWN INTO A COUPLE OF PRIORITIES. SO WE'VE GONE THROUGH A LOT OF, UM, PLACES A LOT OF THINGS, A LOT OF THINGS THAT ARE IMPORTANT. BUT WHEN YOU THINK ABOUT, YOU KNOW, I WANT YOU TO IMAGINE IN, IN A COUPLE OF MONTHS, YOU'RE GONNA BE LOOKING AT THE STRATEGIC PLAN THAT WE COME UP WITH TOGETHER. WHAT ARE THE THINGS THAT, IF THEY'RE MISSING YOU WOULD BE, YOU KNOW, SHOCKED, UPSET, MAYBE? UM, WHAT ARE THE THINGS THAT ARE ABSOLUTELY CRITICAL, UM, THAT WE WANT TO FOCUS ON IN TERMS OF OPPORTUNITIES, UM, AND, AND CHALLENGE. CHALLENGES OR PRIORITIES? MITIGATING THE IMPACT OF OVERUSE. OKAY. GOT ONE. DEVELOPING A UNIFIED BRAND. A BRAND THAT SPEAKS TO BUSINESS, TO RESIDENTS. MM-HMM. AND TO THE VISITOR. MM-HMM. WHERE IT IS COMPLETELY ALIGNED AND EVERYBODY'S EXCITED ABOUT IT. OKAY. GREAT. UNIFIED BRAND LOVE THAT WE NEED TO ADVERTISE TO THE TYPE OF VISITOR THAT WE WANT HERE. I THINK PRIOR TO COD, WE WERE REALLY GOING IN THE RIGHT DIRECTION, AND THEN WE JUST KIND OF LET IT ALL GO. UM, YOU KNOW, IT'S EXPENSIVE TO COME TO SEDONA. YOU HAVE TO HAVE A DISPOSABLE INCOME NO MATTER WHAT AGE GROUP YOU'RE IN. IF YOU ARE A THRILL SEEKER, NO MATTER WHAT YOU'RE DOING, IF YOU'RE IN YOUR TWENTIES AND THIRTIES AND YOU WANT TO FILL YOUR ENTIRE DAY WITH DOING THINGS GREAT, BUT AN OHV IS GONNA COST YOU $500 FOR HALF A DAY. AND YOU HAVE TO BE OKAY WITH THAT PRICE TAG. RIGHT. UM, AND I JUST FEEL THAT THE TYPE OF VISITOR THAT WE'RE BRINGING IN RIGHT NOW, IT'S WHATEVER WE CAN GET BECAUSE WE'RE FIGHTING AGAINST THIS. WE DON'T WANT A DESTINATION MARKET ATTITUDE. AND IF WE CAN COME TOGETHER AND MAKE A MORE COHESIVE PLAN, THEN WE CAN ATTRACT THAT VISITOR AND EVERYBODY WINS. YEAH. YEAH. AND THAT'S GONNA PROBABLY TAKE THINGS BEYOND MARKETING, RIGHT? THAT'S GONNA TAKE KIND OF COMMUNITY. AND WE TALKED A LITTLE BIT ABOUT COLLABORATION WITH EVERYONE HAVING THAT SAME MESSAGE, SO YEAH, ABSOLUTELY. HAVE WE COVERED? IT'S WHAT HAVE WE MISSED? IT'S A VERITY VALLEY WIDE PRO PROBLEM. IT'S NOT A SEDONA ONLY PROBLEM, SO WE NEED TO THINK ABOUT IT AS A VERITY VALLEY PROBLEM. MM-HMM. . YEAH, ABSOLUTELY. UM, YOUR VISITORS AND GUESTS HAVE NO IDEA WHERE THOSE BOUNDARIES ARE. THEY DON'T PAY ATTENTION TO 'EM . SO, UM, IT IS SOMETHING THAT IT, YOU KNOW, WE HAVE THESE CONSTRUCTS OF CITIES AND COUNTIES, SO WE HAVE TO KIND OF PAY ATTENTION TO THEM, BUT IT CERTAINLY IS SOMETHING THAT GOES BEYOND THEM. ANYTHING ELSE? YOU KNOW, I THINK ONE OF THE THINGS THAT GOES WITH [01:40:01] THAT IS THAT, UM, IT'S NOT JUST MARKETING AND, AND WE'VE TALKED ABOUT THIS IN JUST THE, THE, UH, LEAD UP TO, TO CREATING THE TAB. IT'S A, IT'S A MANAGEMENT ISSUE ONCE WE GET 'EM HERE. AND, AND WE NEED TO SYNERGIZE WITH EVERYBODY IN THE VALLEY AND EVEN MAYBE BROADER NORTHERN ARIZONA TO SPREAD 'EM OUT WHEN THEY GET HERE. AND SO THERE'S SOME ACCESS ISSUES AND, AND GETTING THEM TO DIFFERENT PLACES THAT ARE, THAT MAYBE NOT AS GREAT AS GETTING OUT ON, ON WILSON MOUNTAIN OR WHATEVER. BUT THERE'S SO MANY THINGS AROUND VERDE EV, EVERY TIME I GO FROM HERE TO COTTONWOOD, I'M LIKE, OH MAN, I GOTTA GET OUT AND DO THAT. YOU KNOW, THAT LOOKS FUN. AND LOOK AT THIS, THERE'S ANOTHER LITTLE, A WINERY OR THERE'S ANOTHER PLACE TO GO AND SEE. BUT THERE'S SOME SYNERGY THAT WE NEED BETWEEN ALL OF THOSE OTHER ORGANIZATIONS, THE OTHER TOWNS IN THE VERDE VALLEY AND THE, AND THE FOREST SERVICE AND ALL THOSE, THE OTHER GOVERNMENTS. I MEAN, AND JUST TO KIND OF SPREAD IT OUT, INCREASE ACCESS, REDUCE THE IMPACT, AND, AND, UH, MANAGE PEOPLE ONCE THEY GET HERE. YEAH. AND I WOULD EVEN ADD ON, SO WE'VE GOT KIND OF, HOW DO WE GET THEM HERE AND THE ONES THAT WE WANT HERE, HOW DO WE MANAGE THEM WHEN YOU'RE HERE? THERE'S ALSO A THIRD PART THAT I WOULD JUST ENCOURAGE YOU TO THINK ABOUT IS HOW DO WE HAVE THEM AND HOW DO WE HAVE THEM GO HOME STILL THINKING ABOUT SEDONA? HOW DO WE HAVE THEM CON CONTINUE TO CONNECT WITH A PLACE? THERE'S ACTUALLY A STUDY THAT WAS DONE ABOUT THE IMPACT OF PEOPLE'S BUYING BEHAVIORS WHEN THEY GO HOME FROM A, A, YOU KNOW, A GREAT, UM, VACATION OR SOMETHING THAT THEY EXPERIENCED. THEY WANNA BUY YOUR PRODUCTS, THEY WANT TO CONTINUE. SO, YOU KNOW, HOW CAN THAT BE AN ECONOMIC DRIVER FOR THIS REGION, REGION AS WELL THAT HAS ABSOLUTELY ZERO IMPACT ON YOUR TRAFFIC AND YOUR, YOU KNOW, ALL OF THE THINGS THAT WE'VE BEEN TALKING ABOUT. OKAY. SO I APOLOGIZE. I KNOW I'M KIND OF RUSHING TOWARDS THE END. COLLEEN, DO YOU WANT TO SWITCH AND I'LL WORK MINE, OR EITHER WAY. OKAY. I THINK YOU SHOULD, YOU SHOULD TAKE THE NEXT QUESTION, NEXT COUPLE OF QUESTIONS AND THEN WE'LL CLOSE IT OUT SO THAT WE CAN MAKE SURE THAT WE GET, UM, SOME TIME FOR OUR PARTNERS HERE. ALRIGHT, SOUNDS GOOD. THANK YOU. ALRIGHT, SO AFTER EVERYTHING WE'VE TALKED ABOUT, THE MILLION DOLLAR QUESTION IS WHAT SHOULD THE MISSION OF THE CITY'S TOURISM PROGRAM, B, WHAT IS IT THAT THE CITY IS GOING TO TACKLE TO WORK TOWARDS ALL OF THESE THINGS THAT WE WANT IN THIS BALANCE THAT WE WANNA ACHIEVE? STEWARDSHIP. I MEAN, HONESTLY, YOU CHARACTERIZE IT. IT'S NOT OURS. AND IF YOU, IF YOU TRY TO SUM, SUMMARIZE EVERYTHING INTO ONE THING, A MISSION WOULD BE THAT WE'RE STEWARDING THIS PRECIOUS LAND FOR THE PEOPLE, FOR THE COMMUNITY THAT LIVES HERE, AND THE VISITORS THAT APPRECIATE IT. WONDERFUL. SAW SOME NODS UP THERE. . I, I, I MEAN I ABSOLUTELY NOT TO JUST SAY THE SAME THING TWICE, BUT I ABSOLUTELY AGREE. RIGHT. AND THAT'S WHY I'VE GOTTEN INVOLVED WITH SUSTAINABILITY WHEN I MOVED TO SEDONA, THAT THERE'S THIS ONUS ON STEWARDSHIP. SO, AND BUT ALSO STEWARDING LOCAL BUSINESSES, STEWARDING COMMUNITY, STEWARDING IN THE ENVIRONMENT. YEAH. I THINK THAT, SO RIGHT. TAKING OUR RESPONSIVE, TAKING THE RESPONSIBILITIES OF THE GIFT OF PLACE. SERIOUSLY. I LOVE THAT. THE GIFT OF PLACE, IF WE WANTED TO PUT THAT INTO A MISSION STATEMENT, IT WOULD BE SOMETHING LIKE TO EFFECTIVELY ATTRACT RESPONSIBLE VISITORS WHO WILL ACT AS STEWARDS OF THE LAND. I LIKE THAT TO, SORRY, CAN YOU SAY THAT ONE MORE TIME? WE'LL, SURE. TO EFFECTIVELY ATTRACT RESPONSIBLE VISITORS WHO WILL ACT AS STEWARDS OF THE LAND. GREAT. THANK YOU. I THINK PART OF WHAT THAT NEEDS AS WELL AS THE EDUCATION, BECAUSE WE ALSO NEED TO CREATE VISITORS THAT WILL ACT AS STEWARDS OF GOOD STEWARDS OF THE LAND. YEP. AND WHEN PEOPLE COME TO SEDONA, THERE'S AN EXPECTATION, YOU KNOW, THERE'S THE, THE EXPECTATION THAT WE'RE ALL ENVIRONMENTALISTS IN SOME FASHION. WE'RE ALL HIKERS, WE'RE ALL MOUNTAIN BIKERS, WE'RE ALL WE, WE LIKE THE DARK SKIES AND THE PEACE AND QUIET AND ALL THAT THERE. IT'S THAT SEDONA THING THAT I TELL MY FRIENDS FROM GEORGIA, HEY, THAT'S JUST HOW WE ARE HERE. UM, AND WHEN YOU COME HERE, WE WANT YOU TO BE THE SAME WAY WITHIN REASON. YOU KNOW, I MEAN, WE WANT YOU TO ENJOY IT AND WE WANT YOU TO, WE DON'T WANT YOU TO FEEL LIKE YOU'RE BEING MAN EDGED OR HANDLED AS A TOURIST, BUT, YOU KNOW, WE WANNA SET AN EXAMPLE. IT'S ALMOST A BROKEN WINDOWS THEORY. WE WANNA SET AN EXAMPLE. YOU'RE NOT GONNA THROW TRASH OUT BECAUSE YOU NEVER SEE TRASH. RIGHT. I MEAN, IT, IT'S, IT'S AN EDUCATION RESPONSIBILITY AS WELL FOR THE CITY. DAVID, COULD YOU SAY IT LIKE THIS? WE WANT TO INSPIRE OUR VISITORS TO RESPECT ABSOLUTELY. ABSOLUTELY. TO SHOW THEM THE WAY. ABSOLUTELY. THE QUESTION I HAD IS ON INSTEAD OF THE WORD LAND, SHOULD IT BE THE COMMUNITY? I MEAN, 'CAUSE LAND IS, IT'S, YOU'RE KIND OF LIKE SAYING IT'S THE STUFF OUTSIDE, BUT IT'S REALLY RESPECT TO COMMUNITY IS KIND OF WHERE MORE STEWARD OF THE COMMUNITY. 'CAUSE I THINK IT KIND OF LEAVES OUT THE RESIDENT SIDE OF IT. SO THAT'S WHY I, I THINK JUST ADDING THE WORD MAYBE COMMUNITY IN THERE. SO DON'T REV YOUR A TV MOTOR ON THE . [01:45:01] EXACTLY. EXACTLY. TOO MANY. BUT THIS IS GREAT. THIS IS GREAT KIND OF STARTER PLACE. YES. ALRIGHT. ANYTHING ELSE? UH, I WAS ALSO GONNA SAY THAT, UH, JUST TO ADD TO YOUR EXAMPLE OF THROWING TRASH OUT, THAT NOT ONLY, UH, WELL, WELL, COULD WE HAVE A MISSION OF EDUCATING, NOT TO THROW TRASH OUT, BUT THEN ALSO THINKING ABOUT WHERE ARE THE SYSTEMS TO ENSURE THAT PEOPLE KNOW WHAT TO DO WITH THEIR TRASH, RIGHT. SO THAT THEY KNOW WHAT TO DO WITH THEIR RECYCLING. SO, BECAUSE IT SEEMS TO ME THAT WHEN I TRAVEL, PEOPLE TELL ME TO DO SOMETHING, I WILL GENERALLY DO IT RIGHT. UM, SO, BUT IF WE TELL PEOPLE THAT YOU CAN USE THOSE OFF-ROAD VEHICLES ANYWHERE, THEN PEOPLE THINK YOU CAN USE THOSE OFF-ROAD VEHICLES ANYWHERE. BUT IF YOU TELL THEM, NO, YOU CAN, THIS IS WHERE WE DO IT GENERALLY. I MEAN, EXCEPT FOR A SMALL PERCENT PEOPLE WILL DO THAT. SO THINKING ABOUT THE STRUCTURES AND THE EDUCATION AROUND THAT, THOSE STRUCTURES. MM-HMM. . YEAH. I THINK I'VE HEARD FROM, I THINK IT WAS A LEAVE NO TRACE PERSON THAT THEIR RESEARCH SHOWS THE PEOPLE WANT TO DO THE RIGHT THING. MM-HMM. . RIGHT. GOTTA TELL THEM THE RESOURCES NEED TO BE THERE TOO. I WILL SAY FROM A HOTEL PERSPECTIVE, YOU KNOW, THE GUESTS DO EXACTLY WHAT THE EMPLOYEES TELL THEM THEY SHOULD DO AND GO TO THE PLACES WHERE THEY TELL THEM THEY SHOULD GO. AND IF THEY DON'T HAVE A MAP OR A BROCHURE OR SOMETHING TO FOLLOW, YOU KNOW, THEY'RE KIND OF, THEY'RE, THEY'RE GONNA DO WHATEVER THE EMPLOYEE IN FRONT OF THEM IS GONNA TELL THEM TO DO. AND I MEAN, THAT GOES BACK TO OUR STUDENTS TOO. YOU KNOW, EDUCATING OUR STUDENTS. I THINK WE KIND OF JUST THROW THEM THROUGH THE SYSTEM AND, UM, I DON'T KNOW THAT WE REALLY GIVE THEM A FIRM, UH, APPRECIATION FOR THE AREA. I MEAN, MY 15-YEAR-OLD IS PLANNING HIS ESCAPE AS SOON AS POSSIBLE RIGHT NOW. SO, AND I WAS TOO WHEN I WAS THAT AGE. SO I, I MEAN, I, I GET IT, BUT I THINK THE RESOURCES NEED TO BE THERE FOR EVERYBODY AS WELL. WONDERFUL. ALRIGHT, WELL LAST QUESTION FROM US, FROM, ALRIGHT, THIS IS MEANT TO BE THE DREAM BIG. YOU KNOW WHAT, YOU KNOW, WHAT IF SEDONA WERE THE VERY FIRST DESTINATION TWO, AND THIS IS POSITIVE, THIS IS HAPPY AND UPLIFTING, WHAT WOULD WE, WHAT WOULD BE JUST SO AMAZING IF THIS HAPPENED IN SEDONA? OH, I, I THINK IT'D BE PRETTY UNIQUE IF, IF SEDONA. 'CAUSE I DON'T SEE THIS IN A LOT OF COMMUNITIES AND WE'VE LIVED 16 DIFFERENT PLACES DURING MY CAREER AND, UH, INCLUDING MONTEREY AND CARMEL AND SOME OTHER VERY TOURISTY, THE NAVY HAS BEAUTIFUL, UM, LOCATIONS. RIGHT. UM, IS IS THIS KIND OF SYNERGY OF REACHING OUT TO THE OTHER COMMUNITIES AROUND AND, AND ACTUALLY ACTIVELY PARTNERING RATHER THAN COMPETING? YOU KNOW, LIKE ONE OF THE THINGS I'M ON THE, UH, THE BOARD UP AT THE OBSERVATORY IN FLAGSTAFF AT, AT LOWELL OBSERVATORY. AND ONE OF THE THINGS THAT WE DO, AND, AND THIS IS MORE ON THE COMMERCIAL SIDE, OF COURSE, IS WE PARTNER WITH OTHER TOURIST DESTINATIONS, METEOR CRATER FOR EXAMPLE. HEY, THERE'S A SPACE KIND OF TOURISM. AND, AND SO HEY, YOU GO AND YOU GO TO METEOR CRATER AND YOU, UH, THEN YOU GET TO GO TO LOWELL AND YOU KNOW, YOU DO THE PACKAGES. WHAT IF THERE WAS A SEDONA PACKAGE DEAL? YOU KNOW, I MEAN, WE'RE WORKING WITH FLAGSTAFF OR, OR COTTONWOOD OR THE GRAND CANYON OR WHATEVER, I, BUT AN ACTIVE PARTNERSHIP THAT THAT IS NOT AS, IT'S NOT A A, UH, US VERSUS THEM. IT'S NOT A, YOU KNOW, ZERO SUM GAME. IT'S A, HEY, CAN WE ALL BENEFIT TOGETHER KIND OF APPROACH THAT I THINK WOULD BE A LITTLE BIT UNIQUE. DEFINITELY. I MEAN, I THINK, OH, GO AHEAD. I THINK JUST DOING ALL THE THINGS WE SAID, I MEAN, STEWARDING TOURISM AS A, IN, IN A WAY THAT WE STEWARD THE LAND AND STEWARD COMMUNITY, I THINK THAT THAT WOULD, THAT WOULD BE PHENOMENAL. RIGHT. AND THAT'S SOMETHING THAT I WOULD, I WOULD LOVE IF THAT, IF THAT'S WHAT WE WERE ABLE TO DO. AND OF COURSE ON A BROADER WAY, YES. BUT SIT DOWN AND CRACK THE CODE, CRACK THE CODE, AND YOU KNOW, GET PEOPLE TO WANNA COME HERE AND FEEL BETTER WHEN THEY LEAVE AND GET THE COMMUNITY TO FEEL HAPPY THAT PEOPLE ARE COMING HERE AND TAKING CARE OF THE ENVIRONMENT. I MEAN, YEAH. LET ME PLAY OFF THAT. UH, TO ME IT'S REJUVENATE. I MEAN, ALL THE FRIENDS AND RELATIVES THAT HAVE COME TO VISIT HERE AND STAYED WITH US, UH, IT'S REJUVENATION, IT'S RENEWAL, IT'S A, UM, IT'S JUST A FEELING OF, OF UP AN UPLIFTING FEELING. IT'S, IT'S A BREAK FROM THE MUNDANE LIFE THAT THEY LIVE IN, THE MUNDANE PLACE THAT THEY LIVE. UM, SO I THINK IT, IT'S, IT'S, THERE'S A SPIRITUAL ASPECT TO, TO COMING HERE AND THE BEAUTY AND, AND EVERYTHING ELSE ABOUT IT. THAT'S, THAT'S THE EMOTIONAL SIDE OF IT. I, I THINK IT WOULD BE AMAZING IF WE HAD A TRANSPORTATION SYSTEM WHERE PEOPLE WANTED TO GET ON THE SHUTTLES TO ALL OF OUR TRAIL HEADS. THERE WAS NO PARKING ON THE TRAILHEAD AT ALL. AND EVERYBODY [01:50:01] KNOWS EXACTLY WHEN THE NEXT SHUTTLE IS COMING. AND WE SOLVED THE PARKING PROBLEM AT TRAILHEAD BECAUSE WE'VE GOT A ROBUST, TECHNOLOGICALLY SOPHISTICATED TRANSPORTATION SYSTEM. I WANNA SECOND THAT. I WAS JUST IN ZION LAST WEEKEND AND IT WAS AMAZING. GRANTED, IT'S A NATIONAL PARK, SO IT'S A LITTLE BIT DIFFERENT SETUP WISE, BUT THEIR SHUTTLE SYSTEM WAS RIGHT ON TIME. THEY HAD NINE DIFFERENT STOPS. YOU KNEW EXACTLY WHERE TO PICK UP AT ONE PLACE AND YOU COULD GET ON IT AND COME BACK AT ANY TIME. GRAND CANYON, SAME WAY SINCE THIS IS AN ASPIRATIONAL QUESTION. YES. WHAT IF IT'S THE FIRST DESTINATION WHERE THE RESIDENTS EMBRACED THE VISITOR ? EXACTLY. EXACTLY. YES. THAT I THINK THAT IS, SO YOU SAID A PER I I WAS TRYING TO FIGURE OUT HOW TO SAY THAT. IT IS LIKE, HOW DO YOU GET THE COMMUNITY, THE BUSINESSES AND OUR TOURISTS ALL TO BE LIVING TOGETHER COHESIVELY? I MEAN, THAT'S THE BIGGEST CHALLENGE. I MEAN, WE WENT THROUGH THIS IN BRANSON BACK IN THE NINETIES, 60 MINUTES, CAME IN AND DID THIS GREAT LITTLE 60 MINUTES ARTICLE ABOUT THE SLEEPY LITTLE TOWN IN THE OZARKS. WE HAD A BOOM AND WE HAD THE SAME PROBLEMS. WE HAD TRAFFIC PROBLEMS. WE HAD, WE HAD TO FIGURE OUT ALL THE STUFF LIKE WE'RE DOING RIGHT NOW. AND I, IT'S, IT, IT TOOK A, IT'S A LOT OF HARD WORK AND IT'S STILL GOING ON. HERE WE ARE 20 SOMETHING YEARS LATER, 30 YEARS LATER, AND, YOU KNOW, YOU'RE STILL DEALING WITH IT. BUT IT, IT'S, IT'S A, IT'S AN ONGOING EVOLUTION TO CHANGE AS THE PEOPLE CHANGE COMING INTO THAT COMMUNITY. SO I THINK IT'S HOW DO YOU GET THAT COHESIVENESS BETWEEN ALL OF THEM? YEAH. YOU GOTTA KNOW WHERE YOU WANNA GO. IT'S, IT'S AN EDUCATION ISSUE FOR OUR RESIDENTS. I MEAN, WOULDN'T IT BE COOL AND, AND EVERYBODY IN THE, IN THE ROOM TODAY IS, IS THIS PERSON, YOU'RE ALL RED ROCK AMBASSADORS. MY WIFE TEASES ME. I SHOULD WEAR A T-SHIRT ON THE TRAILS BECAUSE WE'VE LIVED ALL OVER THE COUNTRY AND THE WORLD. AND, AND SO I'M INTERESTED IN, I ASK EVERYBODY, WHERE ARE YOU FROM? ARE YOU FROM HERE? ARE YOU FROM SOMEWHERE ELSE? AND THEN, YOU KNOW, YOU GENERATE THAT CONNECTION. WHAT DO YOU, WHERE ARE YOU GONNA EAT DINNER TONIGHT? WELL, WHERE DO YOU THINK WE SHOULD EAT? YOU KNOW, I MEAN, WHAT, WHAT SHOULD WE DO? WE ONLY GOT TWO DAYS HERE. OH, WE'LL DO THIS TRAIL AND DO THIS TRAIL. HEY, HOW, HOW DO YOU GET AROUND THE, THE TRAFFIC AT THIS TRAIL HEAD? OH YEAH, THERE'S A BACK TRAIL THAT GOES UP BY SNOOPY, RIGHT? AND, AND I MEAN, WE GOT THAT LOCAL KNOWLEDGE. WOULDN'T IT BE COOL INSTEAD OF SOME CROTCHETY OLD SEDONA RESIDENT WHO FROWNS AT YOU BECAUSE YOU'RE FROM OUT OF TOWN AND YOU GOT A, YOU KNOW, NEW MEXICO LICENSE PLATE OR SOMETHING, AND, AND THEY LOOK AT LIKE, YOU'RE TAKING THEIR PARKING SPOT AT SAFEWAY. IF WE ALL WERE JUST, YOU KNOW, LITERALLY RED ROCK AMBASSADORS, BUT THAT'S AN EDUCATION ISSUE WITH THE SUSTAINABLE TOURISM PLAN. UM, THERE WAS DISCUSSION ABOUT MAYBE MAKING, UM, BUMPER STICKERS, YOU KNOW, AND PEOPLE SAY LIKE, I CAN'T THINK OF ONE AT THE MOMENT, BUT THERE ARE ONES THAT YOU KNOW, AND YOU KNOW WHERE THEY'RE FROM AND IT'S, OH, THIS PERSON IS FROM, I DON'T KNOW, MICHIGAN LAKES OR SOMETHING. BUT YOU SEE SOME OF THOSE THAT ARE, ARE SORT OF RECOGNIZABLE. COULD YOU SMILE LIKE THAT? YOU KNOW, THAT ALSO MAKES ME THINK ABOUT THEN HOW DO WE ENSURE THAT RESIDENTS ARE ACTUALLY BENEFITING AND FEEL HAPPY, RIGHT? SO EVEN THE EXAMPLE OF THE TRANSPORTATION FROM THE TRAIL HEADS, LIKE, YES, ABSOLUTELY. BUT I, I, AS A RESIDENT, I LIVE IN THE CHAPEL AREA. I'D LOVE TO, I'D LOVE SOMETHING THAT I COULD JUST, SOMETHING JUMP ON, GET TO AK WHERE I WORK OFF, WORK OUT AND JUMP OFF. I MEAN, I DON'T NECESSARILY WANNA RIDE A BIKE, IT'S HILLY. UM, BUT TO THE SHUTTLE IS NOT REAL. I MEAN, NOTHING THAT WE HAVE IS QUITE MADE FOR THAT YET. SO HOW DO WE THINK ABOUT SOLUTIONS THAT, UH, THAT, UH, BENEFIT BOTH THE COMMUNITY AND THE TOURISTS? UH, IS THERE A WAY TO DO THAT AT THE SAME TIME? THERE IS SOME OF THAT COMING. THE MICRO TRANSIT SYSTEM THAT'S TO BE IMPLEMENTED IS GOING TO BE AVAILABLE TO BOTH TOURISTS AND RESIDENTS, AND IT IS GONNA BE A POINT TO POINT OPPORTUNITY. SO AS LONG AS WE CAN WORK WITH THE CITY AND MAKE SURE THAT THE HOURS OF OPERATION ARE BENEFICIAL TO RESIDENTS AS WELL, THAT'S A HUGE OPPORTUNITY FOR BOTH VISITORS AND RESIDENTS TO BE WORKING TOGETHER. GREAT. ALL RIGHT, LAST THOUGHT. WHO'S GOT THE LAST ONE? OH, DO WE GET 'EM ALL? ALL RIGHT. WELL, THANK YOU. THIS HAS BEEN AN AWESOME DISCUSSION. SO WE'RE PROBABLY GONNA TAKE A QUICK BREAK. UM, AND THEN MARY WILL PASS IT OVER OR I'LL PASS IT OVER TO MARY RATHER. UM, BUT YES, THANK YOU SO MUCH. THIS HAS BEEN REALLY VALUABLE FOR US IN OUR PROCESS AND I CAN'T WAIT TO MOVE FORWARD WITH YOU ALL. SO THANK YOU. IS THE FIVE MINUTE BREAK A GOOD TIME RIGHT NOW? I THINK IT IS. OKIE DOKEY. LET'S DO IT. DOING GREAT. THANK YOU. ARE WE, IS IT ME NOW? I THINK WE'RE, WE CAN GO AHEAD AND GET STARTED. WE'RE, WE'RE WAITING ON ONE, BUT I THINK IT'S, WE'RE ON A TIMELINE, SO LET'S GET STARTED. WE HAVE A QUORUM. WE'RE GOOD. GOOD TO GO, RIGHT? JUST NEED SIX PEOPLE. ALRIGHT. UM, HELLO [5.e. DVA: Input on the destination branding and sustainable marketing planning effort] EVERYBODY. [01:55:01] GOTTA FIGURE OUT MY DISTANCE FROM THE MICROPHONE. UM, AS COLLEEN AND, UH, MICHELLE NOTED, WE HAVE BEEN WORKING TOGETHER, WE BEING DVA ADVERTISING, PUBLIC RELATIONS WITH THE GIO GROUP, THEIR RESPONSIBILITY LYING IN BIGGER PICTURE, STRATEGIC TOURISM PLAN, AND OUR RESPONSIBILITY LYING IN, UH, THE BRANDING AND MARKETING PLAN. UM, I GUESS I SHOULD SAY MY NAME IS MARY ANGELO. UM, I AM ONE OF THE PARTNERS, UM, OWNERS OF DBA ADVERTISING, PUBLIC RELATIONS. DVA IS LOCATED UP IN BEND, OREGON. UM, IN CASE ANY OF YOU HAVE EVER HEARD OF THAT, WE SPECIALIZE IN DESTINATION, UM, BRANDING, MARKETING, STRATEGY, EXECUTION, AND, UM, AND WE JUST HAPPENED TO BY ACCIDENT, I THINK, UM, HAVE ENDED UP WORKING WITH A LOT OF SMALLER, MORE OUTDOORS ORIENTED, MORE RURAL TOURISM DESTINATIONS WHO HAPPENED TO BE DEALING WITH A LOT OF THE SAME KINDS OF ISSUES THAT SEDONA IS DEALING WITH. SO, UM, I THINK IT WAS A GOOD FIT FOR US TO COME ON BOARD, UM, WITH THE CITY AND WITH GIO. AND, UM, IT'S BEEN, UM, REALLY EDUCATIONAL PROCESS FOR US SO FAR. WE HAVE STARTED WITH A WHOLE RESEARCH ELEMENT. UH, WE ARE, UH, WE'VE CURRENTLY, YOU HAVE PROBABLY SEEN, UM, PUT OUT A RESIDENT SENTIMENT SURVEY, UM, WHICH YOU'RE RIGHT, PROBABLY SHOULD HAVE DIFFERENTIATED PEOPLE WHO ARE ACTUALLY WHOLE HOME VERSUS PARTIAL HOME SDRS. WE'LL LEARN FROM THAT. UM, WE ALSO ARE ABOUT TO START, I THINK NEXT WEEK, A VISITOR INTERCEPT SURVEY. SO PEOPLE WHO ARE COMING HERE TO SEDONA, UM, RIGHT NOW IN THE WINTER. UM, AND WE ARE ALSO DOING A, UM, AN EXTERNALLY FACING AWARENESS AND PERCEPTION SURVEY IN 10 MARKETS ACROSS THE COUNTRY, INCLUDING, WELL, IT'S REALLY THE 10 TOP MARKETS, UM, THAT WE HAVE IDENTIFIED WHO COME INTO SEDONA. AS SOMEBODY MENTIONED ABOUT DATA, UM, DATA'S BEEN CORE TO EVERYTHING THAT WE'RE WORKING ON THAT WE'RE MOVING FORWARD WITH. AND, UM, WE DO HAVE ADDITIONAL DATA TOOLS THAT MANY OF YOU HAVE PROBABLY HEARD ABOUT THAT WE'VE BEEN ACCESSING. UM, IN ADDITION TO THAT, OF COURSE WE'LL HAVE THIS RESEARCH. WE'VE ALSO BEEN INTERVIEWING CITY COUNCIL MEMBERS INDIVIDUALLY. UM, THIS MEETING IS CORE TO WHAT WE'RE DOING IN TERMS OF GATHERING INFORMATION. WE'LL ALSO BE TALKING TO THE CHAMBER AND, UM, THE LODGING COUNCIL AND, UM, AND THEN SITTING IN ON THE RESIDENT LISTENING SESSION AND OTHER STAKEHOLDER SESSIONS. SO LOTS AND LOTS OF DATA THAT ARE INFORMING WHAT WE'RE DOING. JUST TO CLARIFY THEN WHAT WE PURPOSE, WE ARE, UM, SPECIFICALLY TASKED WITH, UM, THE BRAND, WHICH YOU GUYS HAVE ALL MENTIONED AND TALKED ABOUT, THAT LITERALLY IS SORT OF THE DEFINITION, THAT FOUNDATION OF, UM, OF WHAT SEDONA IS, HOW SEDONA IS CONVEYED BOTH INTERNALLY AND EXTERNALLY. AND YES, THE GOAL, SOMEBODY OVER THERE SAID IS THAT IT SHOULD BE A BRAND THAT IS APPROPRIATE AND CONDUCIVE TO EVERYBODY, WHETHER THEY'RE A RESIDENT, A BUSINESS, OR A VISITOR. AND THEN WE'LL BE WORKING ON A MARKETING PLAN BECAUSE IT IS A DESTINATION. BUT NOTE THAT A MARKETING PLAN DOES NOT NECESSARILY MEAN WE'RE GONNA TRY TO GET AS MANY PEOPLE HERE AS POSSIBLE. THE WHOLE POINT OF THE MARKETING PLAN IS TO REFLECT THE BRAND, REFLECT, REFLECT THE GOALS THAT ARE OUTLINED IN THE STRATEGIC TOURISM, UM, PLAN AND, UM, IDENTIFY WHEN, WHERE, WHO WE'RE TRYING TO HAVE COME AND HOW ARE WE DOING THAT. WITH THAT ALL NOTED, I DO HAVE A FEW ADDITIONAL QUESTIONS ON TOP OF WHAT THE RAGIO GROUP ALREADY WENT THROUGH. I'M GOING TO, BECAUSE OF ALL THE WORK THAT'S ALREADY BEEN DONE HERE, I'M GONNA TRY VERY HARD NOT TO DUPLICATE WHAT YOU'VE ALREADY SAID. SO WHAT THAT ALSO MEANS IS THAT THIS, WHILE WE ARE OVER THERE SITTING AND LISTENING, I WAS REARRANGING A FEW THINGS IN MY LIST THAT'S NOT REFLECTED IN THIS, WHICH MEANS I MIGHT SKIP AROUND A LITTLE BIT. SO FORGIVE ME. COOL. ALL RIGHT. OH, AND ALSO, I'M NOT GONNA TAKE EXHAUSTIVE NOTES ON THE BOARD BECAUSE THAT WOULD BE REALLY HARD. I'M JUST GONNA WRITE SOME KEY PHRASES THAT MIGHT, WE MIGHT HEAR ALONG THE WAY. MY COLLEAGUE JULIE WICK BACK THERE IS, UM, WITH DVA ALSO IS TAKING EXHAUSTIVE NOTES, SO WE WILL NOT LOSE ANYTHING YOU SAY. AND, UM, SHE'S ACTUALLY ATTACHING 'EM TO EACH INDIVIDUAL PERSON WHO SAYS IT. SO. OKAY. COOL. GREAT. UM, THIS IS THE ONE I'M ALREADY SKIPPING. . SO WE'VE TALKED A LOT ABOUT WHAT YOU THINK. YOU HAVE TALKED A LOT ABOUT WHAT YOU HOPE TO SEE, DO WHATEVER IN SEDONA. NOW I WANNA, AGAIN, I WANNA FOCUS IN ON WHAT HAPPENS AFTER WE HAVE A BRAND AND A MARKETING PLAN IN PLACE. I'D LOVE TO HEAR IF THERE ARE THREE THINGS THAT YOU HOPE ARE GONNA CHANGE IN SEDONA AS A RESULT OF THE BRANDING AND MARKETING PLANNING PROCESS OR ONE THING. UH, OUR VISITOR PROFILE WILL EVOLVE CLOSER TO WHAT OUR IDEAL [02:00:01] IS. YOU'LL SEE, UM, ALSO I HAVE TERRIBLE HANDWRITING. THAT'S ANOTHER REASON I'M ONLY GONNA PUT KEYWORDS UP THERE. . OKAY. I AGREE WITH RANDY. THAT'S WHAT I WAS GONNA SAY, OUR VISITOR PROFILE. BUT I WOULD SAY THAT WE SEE THE, UM, POSITIVE IMPACT OR MAYBE THE, WE DON'T SEE THE DESTRUCTION THAT WE'VE SEEN SO THAT WE SEE A CHANGE IN OUR PHYSICAL ENVIRONMENT, UM, FOR THE BETTER. LIKE A REDUCTION IN GRAFFITI ON THE NATIONAL FOREST. HOW'S THIS WORKING FOR YOU? DO I HAVE THE BEST HANDWRITING OR WHAT GRAFFITI IS TOO. OH, JUST GET CLOSE. FEWER COMPLAINTS FROM RESIDENTS ABOUT TOURISM AND MORE POSITIVE COMMENTS FROM BUSINESSES ABOUT BUSINESS WITH ALL OF THOSE ONCE THEY'RE IN PLAY, I WOULD LIKE TO SEE LESS RESTRICTIONS ON BRINGING VISITORS TO SEDONA. I FEEL LIKE I SAY THIS NICE. I FEEL LIKE THERE'S A LOT OF RESTRICTIONS ON WHAT WE, WHAT WE ARE ALLOWED TO CATER TO BECAUSE OF ALL OF THOSE THINGS. SO WITH THAT IMPROVED, I WOULD LIKE TO SEE THOSE RESTRICTIONS BE LIFTED A LITTLE BIT MORE SO THAT WE, WE CAN ATTRACT MORE VISITORS. OKAY. CAN YOU, UM, GIVE ME AN EXAMPLE OF A RESTRICTION? I WOULDN'T SAY ANY OF THEM ARE IN WRITING . IT'S JUST BEEN THE, THE CIRCUMSTANCES THAT WE'VE, UM, BEEN THROUGH IN THE LAST COUPLE YEARS HAVE KEPT US FROM ATTRACTING VISITORS. AND IN OUR CASE, THE TYPE OF VISITORS THAT COME, THEY ARE THE DISRESPECTFUL VISITORS. THEY ARE THE ONES THAT DO THOSE THINGS. THEY ARE THE CHEAPER VISITOR. THEY PAY A LOWER RATE, THEY'RE RUDE TO THE FRONT DESK. UM, YOU KNOW, AND SO, AND THAT DEFINITELY AFFECTS THE EMPLOYEES, WHICH ARE ALSO OUR RESIDENTS. SO IF WE WERE ABLE TO, TO LOOSEN UP A LITTLE BIT AND THE RESIDENTS ARE SEEING THE POSITIVE EFFECTS OF WHAT WE'RE DOING HERE, UM, I WOULD LIKE TO HOPE THAT THEY WOULDN'T BE SO OPPOSED TO US BRINGING IN THE VISITORS THAT WE NEED TO SUSTAIN THE ECONOMY. IF THAT MAKES SENSE. OKAY. WHEN, UM, IN A FEW MINUTES I'M GONNA ASK YOU OPTIMAL VISITOR, I HOPE THAT YOU'RE GONNA KEEP IN MIND LIKE BROADEN THAT DEFINITION. OKAY. SO I'M THINKING, I MEAN, I THINK THAT'S WHAT EVERYBODY SAID, BUT I'M THINKING THAT MY LIFE WILL BE BETTER AS A COMMUNITY RESIDENT, WHATEVER THAT MEANS. SO TRAFFIC MAYBE IS MORE SPREAD OUT SO I GET BETTER REDUCTION. I GET SOME PARKING, OR I GET A, THE STORES GIVE US DISCOUNTS OR, BUT SOMEHOW THAT, AND THAT I'M HAPPY TO SEE TOURISTS. SO SOMEHOW THAT COULD, YEAH. THAT MY LIFE AS A COMMUNITY MEMBER IS, UH, EVEN BETTER THAN IT IS NOW. AND WITH THE IMPROVED METRICS, WE'LL BE ABLE TO TELL EVERYBODY JUST HOW THE MONEY'S ACTUALLY BEING SPENT AND THE EFFECT OF THAT MONEY SO THAT THEY UNDERSTAND THE CHOICES THAT WERE BEING MADE BY THE CITY COUNCIL AND THE CITY. AND THAT ACTUALLY IS, AGAIN, THE WORD OPTIMIZE. 'CAUSE WE'RE SAYING BALANCE, BUT WE MEAN OPTIMIZE. MM-HMM. , BUT WHATEVER THE HECK THAT MEANS, RIGHT? 'CAUSE OPTIMIZE MEANS WE HAVE A SET OF GOALS AND A VISIONS THAT THOSE GOALS ACHIEVE TO, AND WE'RE TRYING TO BEST FIT. 'CAUSE THERE'S NO ONE VISITOR TYPE IS THERE, THERE'S MULTIPLE VISITOR TYPES THAT WE'RE GONNA HAVE TO LOOK AT. SO VISITOR PROFILES IS BE THE WAY I WOULD SAY THAT. BUT AGAIN, IT'S OPTIMIZATION THAT WE'RE ACTUALLY SPENDING OUR PUBLIC MONEY APPROPRIATELY IN THIS WAY. I, I THINK THAT'S REALLY IMPORTANT. THE NOTION THAT AS VISITOR PROFILES, IT'S, IT'S NOT ONE VISITOR WE'RE LOOKING FOR. IT'S A WHOLE HOST OF THEM THAT GO IN THE IN BUCKET AND THEN ANOTHER HOST OF THEM THAT GO IN THE OUT BUCKET. GOOD. WE'RE GONNA DIG INTO THAT. ALRIGHT. WELL, AS YOU MIGHT EXPECT, GOING ALONG WITH THIS QUESTION IS THE OPPOSITE. OOPS, SORRY. AND THAT IS, WHAT WOULD YOU LIKE TO NOT SEE CHANGE? IS THERE ANYTHING YOU WANNA MAKE SURE IS MAINTAINED THAT WE KEEP TALKING ABOUT? THINGS WE WANNA HAVE BETTER, DIFFERENT, MORE BALANCED, WHATEVER? WHAT IS IT THAT YOU WANNA KEEP? I WANT, UH, I'M SORRY. GO AHEAD, BOB. UM, I THINK, YOU [02:05:01] KNOW, UH, PRESERVING THE ENVIRONMENT, UM, MANY OF THE THINGS WE WERE TALKING ABOUT EARLIER OF THIS BEING A SACRED PLACE AND WE WANT IT TO REMAIN A SACRED PLACE. SO I THINK THAT'S SOMETHING WE DON'T WANT CHANGE. AND I THINK THERE'S BEEN A FAIR AMOUNT OF PROGRESS THE LAST COUPLE YEARS OF, OF MAKING THAT, UM, A MORE DOMINANT MESSAGE IN OUR MARKETING COMMUNICATIONS. I'D LIKE TO MAINTAIN ACCESS TO THE WONDERFUL THINGS AROUND SEDONA AND PLAY TOURIST EVERY ONCE IN A WHILE. SO I'D LIKE TO BE ABLE TO GO OUT ON THE TRAILS. I WANNA BE ABLE TO GO TO FIRST FRIDAY. I WANNA BE ABLE TO BE ABLE TO GO TO D AND DELUCA AND NOT BE TOLD, NO, I'M SORRY. YOU CAN COME AT 10:00 PM AT NIGHT. THAT'S YOUR RESERVATION. SO I, YOU GO OFF. WE STILL WANT SEDONA TO BE A PREMIER DESTINATION. KEEP THE QUIRK, MAN, KEEP THE QUIRK . I THINK YOUR BRANDING'S DONE APPARENTLY AND, AND THE, THE RANGE OF OPPORTUNITIES THAT CURRENTLY ARE HERE AT LEAST REMAIN THE WAY THEY ARE, MAY BE EXPANDED. BUT THAT WE KEEP THAT, I THINK THE PREMIER SMALL TOWN DESTINATION. I THINK THAT'S THE OTHER PIECE OF IT, KEEPING IT, THIS IS WHAT IT'S KNOWN FOR. IT'S, IT'S A SMALL TOWN. EVERYBODY REALLY DOES KNOW EVERYBODY. YES. AND WHAT I WAS GONNA SAY IS I'D LIKE TO KEEP THE SENSE OF COMMUNITY, THE SENSE OF VOLUNTEERISM THAT PEOPLE MENTIONED BEFORE. SO THAT, THAT, THAT WE KEEP, THAT WE DON'T, UH, THAT IF WE THEME PARK, WE BECOME A THEME PARK WITHIN A COMMUNITY THAT WE'RE ALL ENGAGED TOGETHER. OKAY. THAT'S GOOD. ALL RIGHT. HOLD ON. UM, EXCUSE ME. OH, JULIE, WRITING ALL THOSE NOTES AND MOVE MY THING DOWN. EXCUSE ME. SORRY. OKAY, SORRY. SALUD. I'LL BE RIGHT HERE. IT'S THAT RED DUST. TRY NOT TO COUGH THEN YOU JUST COUGH. YEAH. ALL RIGHT. I WANNA GET INTO THAT OPTIMAL VISITOR GIVEN WE'RE, YOU KNOW, NOBODY WANTS TO BE ELITIST. NOBODY WANTS TO, YOU KNOW, CLOSE THE DOORS ON ANYBODY. BUT REMEMBER, WE'RE GONNA BE MARKETING. THAT MEANS WE HAVE THE ABILITY TO TARGET PEOPLE. WHO DO WE WANNA TARGET? WHAT DO THEY LOOK LIKE? WHERE DO THEY COME FROM? DO THEY, WHAT DO THEY DO WHEN THEY'RE HERE? WHAT DO THEY THINK? WHAT ARE THOSE, UH, WHAT ARE THOSE ELEMENTS THAT, YOU KNOW, THE CHARACTERISTICS AND, UM, AND THE PHYSICAL ELEMENTS OF VISITOR THAT YOU THINK WOULD BE OPTIMAL FOR US TO BE TARGETING? I THINK THEY'D NEED TO BE OPEN TO THE MESSAGE. THEY DON'T NEED TO BE A, A PARTICULAR STRIPE ALREADY, WHATEVER THAT IS, AS ENVIRONMENTALLY CONSCIOUS OR WHATEVER IS MOST OF SEDONA IS. BUT THEY'VE GOTTA BE WILLING IN SOME SENSE TO, YOU KNOW, MAYBE THEY'RE LIFELONG LEARNERS OR THEY'RE INTERESTED IN A NEW EXPERIENCE AND THEY'RE, THEY'RE WILLING TO, YOU KNOW, BE OPEN TO WHATEVER THAT MESSAGE IS. BECAUSE WE'RE ALSO TRYING TO INSPIRE A CERTAIN TYPE OF TOURIST THAT WHEN THEY LEAVE HERE, THEY'VE CHANGED A LITTLE BIT. YOU KNOW, ARE THEY OPEN TO THAT CHANGE? I'M WONDERING IF YOU HAD THE WORD OPEN TO OUR MESSAGE OF, OF, UM, SHOOT, I JUST LOST IT. . I'LL COME BACK TO IT. OH. OF ENVIRONMENTALISM, YOU KNOW, MAKE SURE AND RESPECT THE WORD I WAS LOOKING FOR WAS RESPECT OPEN TO OUR MESSAGE OF RESPECT OF OUR, OUR COMMUNITY, AND OUR LAND. I AGREE WITH THE RESPECT AND RESPONSIBILITY, I THINK, BUT I THINK THE OPTIMAL TOURIST FOR US IS BE SOMEBODY THAT'S REALLY GONNA COME IN AND BENEFIT THE COMMUNITY WITH THEIR TAX DOLLARS, BECAUSE THAT'S GONNA BENEFIT ALL OF US. SO SOMEBODY THAT COMES IN AND, YOU KNOW, GOES FOR THEIR HIKE, BUT GOES TO A SPA FOR THEIR MASSAGE, UH, MAYBE GOES ON A WELLNESS RETREAT, GOES TO THE GALLERIES AND APPRECIATES THE ART, SUPPORTS THE SMALL SHOPS AND EATS IN THE RESTAURANTS AND SUPPORTS OUR LODGING. THEY HAVE TO STAY SOMEWHERE . YES, THAT'S EXACTLY WHAT I WAS GOING TO SAY. THAT I, I WOULD LIKE, UH, I WOULD LIKE VISITORS WHO STAY A DAY OR TWO, UM, AND ALSO SHOP LOCALLY, EAT AT LOCAL RESTAURANTS, UM, ENGAGE, [02:10:02] DON'T JUST COME IN AND OUT WITH. AND BECAUSE THEY'RE REALLY, UM, SHORTCHANGING THEMSELVES WHEN YOU DO THAT. I THINK IT'S IMPORTANT THAT WE ATTRACT A, A DIVERSE SET OF VISITORS THAT WE'RE NOT TARGETING ANY, ANY PARTICULAR SET, BUT THAT WE GET DIVERSITY IN EVERY SENSE OF THE WORD IN, IN AGE AND DEMOGRAPHICS AND ECONOMIC ABILITY. I KNOW IT'S BETTER TO ATTRACT PEOPLE WHO ARE GONNA SPEND MORE MONEY HERE, BUT THE OTHER PEOPLE, TO YOUR POINT, HAVE JUST AS MUCH OF A RIGHT TO ENJOY THE PUBLIC LANDS AS EVERYBODY ELSE. UM, THAT IT'S, IT'S NOT OVERWEIGHTED ON ANY ONE PART. I THINK THIS IS A HUGE CHALLENGE BECAUSE I THINK THAT IN MARKETING YOU'RE LOOKING FOR A, A, A NICHE IN ORDER TO MARKET TO, BUT I THINK THAT, YOU KNOW, IN SOME PEOPLE UP HERE THINK THAT TOO. BUT I AGREE. I THINK IT NEEDS TO BE MORE DIVERSE. AND I THINK THAT, UM, THERE'S, THERE ARE RESOURCES FOR THOSE. LIKE, I MEAN, YOU'RE CATERING TO A, A LESSER SPEND ACCOMMODATION OPTION. MY HUSBAND'S FAMILY'S BUSINESS IS VERY MUCH FRIENDLY, BUT THE PEOPLE THAT COME THERE AREN'T LESS VALUABLE. AND ALSO SOMETIMES, OKAY, THEY'RE NOT LESS VALUABLE AS PEOPLE, THEY'RE LESS VALUABLE IN TERMS OF TAX DOLLAR SPEND POTENTIALLY, BUT IF THEY'RE CHOSEN TO STAY SOMEWHERE LESS EXPENSIVE, THEY MIGHT BE SAVING THEIR MONEY TO SPEND IN OTHER PLACES. AND I THINK THAT'S A CONCERN IS THAT LET'S NOT JUST PUT ALL OF THESE PEOPLE INTO, UM, YOU KNOW, UM, WITH, WITH BLINDERS ON, LIKE KEEPING IN MIND THAT SOMEBODY WHO, AGAIN, IS COMING HERE FOR ONCE IN THEIR ENTIRE LIFETIME MAY NOT MEET WHAT WE THINK OF AS THE IDEAL TOURIST, BUT THEY COULD STILL PROVIDE THE SAME VALUE AS ANOTHER ONE IN TERMS OF MONEY, IF THAT'S WHAT THEY'RE HERE TO DO. THEY KNOW THEY NEED TO SPEND $500 FOR AN OM HV, SO THEY'RE PLANNING ON THAT, BUT THEY DO NOT MEET THE DEMOGRAPHICS OR THE CHARACTERISTICS OF WHAT WE THINK OF AS THE NECESSARY, UM, UH, CLASSIFICATION IN ORDER TO BE MARKETED TOO, JUST SO YOU KNOW, ALMOST. BUT THEY, BUT THEY CAN STAY AND EAT HERE THOUGH, TOO, RIGHT? I MEAN, THEY, YOU DON'T, WE DON'T ALL HAVE TO GO OUT FOR $500 MEALS. LIKE WE CAN HAVE OPTIONS, BUT I THAT THIS NOTION OF SORT OF ENGAGING ACROSS CLASS GROUPS OR RIGHT. ECONOMIC STATUSES IS IMPORTANT. YEAH. BUT THEN THE MARKET, BUT THE MARKETING AND THE BRANDING SHOULD TAKE INTO CONSIDERATION THAT THERE'S A DESIRE FOR DIVERSITY, UM, AND NOT BECOME ELITIST JUST BECAUSE OF THE CIRCUMSTANCES. I AGREE WITH THAT. YOU KNOW, YOU COME STAY AT HAMPTON INN, YOU GET FREE BREAKFAST, AND THEN YOU SPEND YOUR MONEY ELSEWHERE. SO THAT MAKES SENSE. IT'S A BALANCE. I I THINK THE BRAND NEEDS TO REFLECT A WELCOMING ENVIRONMENT TO ALL WELCOMING, BUT THE MARKETING IS GOING TO TRY TO FILL THE BUCKETS THAT AREN'T BEING APPROPRIATE. OKAY. SO, PERFECT. SO THAT'S A BALANCE OF LET'S, YEAH. YEAH. WELL, SIR, BUT I THINK A LOT OF TIMES TOO, WHEN YOU THINK ABOUT THE MARKETING SIDE, PEOPLE ASPIRE TO THAT NEXT LEVEL UP, OR THEY, THEY'LL ASPIRE TO OTHER, WHAT OTHER PEOPLE ARE DOING. SO AS LONG AS WE'RE SHOWING THAT INSPI INSPIRATION TO THAT FOR, FOR OTHER THINGS THAT ARE GOING ON HERE, I THINK YOU KIND OF COVER THAT. SO, I MEAN, I THINK YOU'RE STILL, YOU'RE ONLY GONNA HAVE LIMITED DOLLARS, SO YOU'RE GONNA HAVE TO TARGET SOMETHING HERE. IT MAY BE A LITTLE BIT MORE TOWARDS THE UPPER END, BUT THAT ASPIRATION FROM THOSE OTHER CATEGORIES ARE GONNA HELP FILL SOME OF THAT. AND YOU, THE OTHER THING IS, THERE'S A CONTINUUM IN ALL OF OUR LIVES OF WHAT KIND OF TOURIST WE MIGHT HAVE BEEN. I GUARANTEE YOU, WHEN I WAS A KID, I WAS THE REDNECK, HEY, LET'S GO OUT ON THE MOTORCYCLES AND GET IN THE NATIONAL FOREST AND GET A THRILL AND DO DONUTS OR WHATEVER. THESE, I'M NOT THAT GUY ANYMORE, RIGHT? I MEAN, AND SO WE, WE DO WANT TO GET THOSE YOUNGER FOLKS AND, AND THAT WHOLE SPECTRUM OF SOCIOECONOMICS AND, AND DIFFERENT LIFESTYLES AND EVERYBODY THAT CAN BENEFIT FROM COMING HERE AND BEING EXPOSED TO SEDONA IN ITS ENTIRETY, UM, THAT, THAT GIVES US A DIVERSE ECONOMY, RIGHT? WE, WE'VE GOT THE WHOLE SPECTRUM OF, FROM THE LOWER END ON WHATEVER BUSINESS IT IS, TO THE VERY HIGHER END. NOT EVERYBODY CAN COME IN, IN A, IN A GULF STREAM OR WHATEVER. NOR DO WE WANT THAT, RIGHT? I MEAN, AS A GUY THAT'S FLOWN INTO THIS AIRPORT, WE DON'T WANT TOO MANY. IT, IT CAN'T BE KECHUM OUT THERE. IT'S JUST NOT THE RIGHT, RIGHT PLACE FOR THAT. BUT, SO THAT DIVERSITY ACROSS THE SPECTRUM, I THINK IS REALLY IMPORTANT TO BOTH DIVERSIFYING THE ECONOMY. I DON'T GO OUT TO EVERY EXP THE MOST EXPENSIVE RESTAURANT EVERY TIME IN SEDONA. 'CAUSE I CAN'T, EVEN THOUGH WE LIVE HERE AND I DON'T GO TO THE MOST EXPENSIVE STORE. I MEAN, WE GO TO, YOU KNOW, THE WALGREENS AND WALMART JUST LIKE EVERYBODY. AND SO WE NEED THOSE ACROSS THAT [02:15:01] SPECTRUM IN THE ECONOMY. AND, AND THAT DIVERSITY OF TOURISTS PROVIDES THAT FOR US. SEDONA HAS SOMETHING FOR EVERYONE. YEAH, ABSOLUTELY. WELL, AND HERE'S, I THINK WHAT'S IMPORTANT TO NOTE IS THAT WHEN WE ARE MARKETING TO PEOPLE, A LOT OF TIMES, I MEAN, ACTUALLY YOU CAN'T TARGET OFTEN ECONOMIC WORTH. UM, BUT WHAT YOU CAN DO IS TALK ABOUT CHARACTER, TALK ABOUT EXPERIENCES, UM, ILLUSTRATE THE KINDS OF THINGS TO THE KINDS OF PEOPLE THAT YOU WOULD LIKE TO, YOU KNOW, HAVE COME. WHAT ARE THE THINGS YOU WANT PEOPLE TO COME AND DO WHEN THEY'RE HERE? THOSE ARE THE THINGS YOU ILLUSTRATE. RIGHT? UM, IF THERE IS, AND I GUESS I'D LIKE TO HEAR THIS, IF THERE IS A DESIRE THAT WE NOT HAVE PEOPLE COME HERE AND RIDE ATVS AROUND, PROBABLY WE WOULD NEVER SHOW AN AT TV IN AN AD. RIGHT? EXACTLY. I MEAN, THAT'S THE KIND OF STUFF THAT I THINK WE'RE TRYING TO GET AT IS WHAT, YOU KNOW, WHAT IS THAT CHARACTER THAT WE'RE GONNA TRY TO BE GOING AFTER? WHAT ARE THE EXPERIENCES THAT WE WANT PEOPLE TO BELIEVE THAT THEY'RE GONNA GET WHEN THEY GET HERE? SO IDEALLY, PEOPLE WHO ARE LOOKING FOR A DIFFERENT EXPERIENCE WON'T FEEL LIKE SEDONA IS THE PLACE FOR THEM. YOU KNOW, I, I THINK ONE OF THE THINGS THAT YOU MIGHT BE ABLE TO DO, ESPECIALLY USING, IF YOU'RE USING SOCIAL MEDIA, IS, IS SET UP A MATRIX WHERE YOU SEE WHAT THE RESPONSIVENESS IS TO THE MESSAGING, TO THE DIFFERENT TARGET GROUPS AND LET THE RESULTS DEFINE WHO WE TARGET. MM-HMM. , UM, NOT A PREDETERMINED, YOU KNOW, DEMOGRAPHIC OF INCOME OR THIS THAT AND THE OTHER. IT, IT MAY BE THAT OUR MOST RESPONSIVE, UH, VISITORS ARE GONNA BE THOSE THAT WE NEVER EVEN IMAGINED. OH, YEAH. LOOK AT THIS SEGMENT AND THEY'RE THE MOST RESPONSIVE. SO, YOU KNOW, BUILD ON THAT. SO I I, IT MAY BE THE KIND OF THING THAT WE HAVE TO MOVE OVER TIME, TEST DIFFERENT SEGMENTS, UM, PSYCHOGRAPHICS, SOCIAL DEMOGRAPHIC, FAMILIES, ET CETERA. UH, AND LET THE RESULTS TELL US INSTEAD OF OUR SUBJECTIVE OPINION RIGHT. WORK FOR ME IN THE PAST. YEAH. IT'S ONE OF THE THINGS WE'RE ONE OF THE REASONS WE'RE DOING THE AWARENESS AND PERCEPTION RESEARCH. YEAH. AND THAT HELPS. SO WE GET SOME STUFF UP FRONT, RIGHT? AND THEN WE CAN START TO CONNECT PEOPLE WHO DO THIS LIKE THIS OR PEOPLE WHO, YOU KNOW, CONNECT WITH THIS OR FROM HERE OR WHATEVER. AND ANOTHER WAY TO SORT OF GROW THE DIVERSITY OF THE COMMUNITY. YOU KNOW, YOU HEAR A LOT OF TIMES, WELL, I CAME HERE AS A TOURIST AND I DECIDED TO MOVE HERE OR RETIRE HERE. THAT MEANT THAT, YOU KNOW, PEOPLE WERE FURTHER ALONG IN THEIR CAREER, MAYBE FURTHER ALONG IN THEIR MEANS TO BE ABLE TO COME HERE AND THEN CHOSE TO MOVE HERE. BUT IF WE WANT THERE TO BE MORE FAMILIES AND WE WANT THERE TO BE MORE KIDS, WE NEED TO ATTRACT PEOPLE, YOUNGER PEOPLE, AND PEOPLE WITH FAMILIES TO COME AND VISIT AND DETERMINE THEY ALSO WANT TO MOVE HERE. AND THEN THAT WILL BROADEN THE TYPES OF PEOPLE WHO ARE MOVING HERE. UM, IF WE WANT A ROBUST EDUCATIONAL SYSTEM AND WE WANT DIVERSITY IN OUR COMMUNITY, AND WE WANT, UM, YOU KNOW, YOUTH ACTIVITIES AND KIDS AND, AND A FUTURE FOR SEDONA, THEN WE NEED TO BE BROADER. GOOD. I'VE HEARD THAT FROM A LOT OF COUNCIL MEMBERS, BY THE WAY. THE WHOLE FAMILY DIVERSITY FOLK. MM-HMM. . UM, OKAY. SEGUEING KIND OF FROM WHAT I JUST SAID A SECOND AGO. UM, WHAT, WHAT IS THE ONE THING, THE MOST IMPORTANT THING THAT YOU WANT VISITORS TO KNOW ABOUT SEDONA OR POTENTIAL VISITORS BASED ON ALL THE CONVERSATIONS WE'RE HAVING, RIGHT? AS WE'RE MOVING IN THIS ONE DIRECTION, YOU KNOW, WHAT IS IT THAT IS MOST IMPORTANT FOR US TO COMMUNICATE TO THE KINDS OF VISITORS THAT WE WANNA HAVE COMING HERE? IT THAT IT'S AN INSPIRING PLACE TO VISIT. THAT IT'S SACRED, SACRED SEDONA CAN CHANGE YOU. MM-HMM. . YEAH. THE RENEWAL. STILL LISTENING. THAT ACCORDING TO CHAT, GPT AND BARD'S, SEDONA IS KNOWN AS THE NUMBER ONE SPIRITUAL HEALING PLACE IN THE PLANET ON, IN THE WORLD. AH, ACCORDING TO WHO? AI, ARTIFICIAL INTELLIGENCE. IF YOU GO LOOK AT THAT, AH, WE'LL SEE HOW THAT PLAYS OUT. SPIRITUAL, THE NUMBER ONE SPIRITUAL HEALING PLACE ON THE PLANET. UH, WE HAVE WORLD CLASS AMENITIES HERE. WE HAVE THE SEDONA INTERNATIONAL FILM FESTIVAL. WE HAVE A LOT OF ARTISTS LIKE NAKA FLUTE, MUSIC THAT A LOT OF OTHER SMALLER TOWNS. WE'RE A SMALL TOWN WITH A SENSE OF COMMUNITY, BUT WE HAVE WORLD CLASS AMENITIES. THEY NEED TO KNOW THAT WE'RE NOT SNOTTY. AND AND I SAY THAT BECAUSE THERE'S A LOT OF PEOPLE [02:20:01] THAT, WHEN THEY, MY BUDDIES FROM THE NAVY, OH, DAVE, YOU GUYS MOVED TO SEDONA. WHAT? YOU KNOW WHAT? THAT'S WORSE THAN SCOTTSDALE. RIGHT? I MEAN, IT'S LIKE , YOU KNOW? AND BEFORE THAT WE LIVED IN CARMEL TOO. BUT, UH, AND SO I, BUT I REALLY, I'M SERIOUS WITH THAT, THAT, YOU KNOW, WE'RE, WE'RE AN OPEN, FRIENDLY, YOU KNOW, COMMUNITY AND WE, WE TREASURE MEETING ALL THESE FOLKS FROM AROUND THE WORLD. WE WANT TO SHARE THE RED ROCK. AND WE'RE NOT EXCLUSIVE AND WE'RE NOT SNOTTY AND WE'RE NOT, YOU KNOW, WHATEVER THOSE NEGATIVE SENSES ARE THAT PEOPLE, WHEN THEY THINK OF US RIGHT NOW AS A COMMUNITY, I THINK THERE'S SOME PERCENTAGE OF THE POPULATION OUT THERE THAT PUTS US IN A BOX AS A COMMUNITY, YOU KNOW, OF. OKAY, THEY'RE OLDER, THEY'RE, THEY'RE STUFFY, OR THEY'RE WHATEVER. RIGHT? WHICH IS ALL GARBAGE. WE ALL KNOW THAT. BUT, BUT SOMEHOW WE HAVE TO FIX THAT PERCEPTION. I THINK TO THE DEGREE THAT IT EXISTS OUT THERE. ONCE YOU'VE BEEN HERE, YOU WANT TO COME BACK. YOU WANNA LIVE HERE . YEAH. YOU NEED MORE THAN ONE DAY JUST BEAUTY. RIGHT? EXACTLY. YEAH. BEWARE. YOU'LL GET RED ROCK FEVER, . EXACTLY. ANYTHING ELSE FROM THE ECONOMIC DIVERSITY FOLKS OVER HERE? I THINK IT'S CAPTURED. OKAY. NEXT QUESTION ALONG THOSE LINES IS, WHAT IS THE SINGLE MOST IMPORTANT THING YOU'D LIKE TO TELL VISITORS? TELL THEM BEFORE THEY COME, OR EVEN WHILE THEY'RE HERE. BRING HIKING SHOES. THIS A LOT. AND PLENTY OF WATER. DON'T WASH YOUR BIKES WITH THE TOWELS. OH YEAH. OH, THAT'S THE WORST. IT'S, IT'S A FRAGILE PLACE. AND THAT'S FRAGILE. THE ENVIRONMENT IS MUCH MORE FRAGILE THAN IT APPEARS. FRAGILITY IS OUR EXISTENCE. IT'S HOW WE TRAVEL ON ROADS. ALL OF THAT IS VERY, VERY FRAGILE HANDLE WITH CARE. YEAH. I WAS GONNA SAY RESPECT. THEY TELL PEOPLE TO RESPECT THE RESPECT OUR COMMUNITY AND OUR ENVIRONMENT. YEAH. THAT'S, THAT'S THE WORD I WROTE DOWN. YEAH. I'M NOT GOING TO PUSH TOO FAR. 'CAUSE I MEAN, I THINK THERE'S A LOT OF THINGS THAT HAVE BEEN SAID EARLIER, SO I MAYBE I'VE GOT THAT. MAYBE GET OUT OF THEIR CARS, WALK AROUND, GO INTO PLACES. SIT DOWN AS BEST EXPERIENCED ON FOOT. I LIKE THAT. WELL, UNLESS YOU GOT A JEEP, A PINK JEEP. RIGHT, RIGHT. HAVE TO WALK. I WALK TO GET THERE. IT'S ALRIGHT. I LET THEM OUT. WE'LL GET 'EM OUT. IT'S IMPORTANT TO LEARN ABOUT THE CULTURES THAT CAME BEFORE US WHEN THEY VISIT HERE. MM-HMM. . OKAY. THESE ARE GOOD. LOOK AT NOW WE'RE JUST CRUISING. PROBABLY YOU'RE ALL TALKED OUT. EVENTUALLY. . UM, OKAY. WE'VE TALKED A LITTLE BIT ABOUT, LET'S SEE IF THAT'S IS IN FACT THE NEXT ONE. YEAH. UM, WE'VE TALKED A LITTLE BIT ABOUT THE IDENTITY OF SEDONA. I'D LIKE TO, I'D LIKE TO TRY TO GET THE, THE DIFFERENCE BETWEEN WHAT YOU THINK THE CURRENT IDENTITY OF SEDONA IS. NOT NECESSARILY THE BRAND, RIGHT. BUT JUST, YOU KNOW, WHAT IS, WHAT SORT OF DEFINES SEDONA NOW AND WHAT SHOULD IT IDEALLY ASPIRE TO BE? AND AGAIN, I THINK A LOT OF THIS HAS BEEN SAID, BUT THIS IS JUST MAYBE AN OPPORTUNITY TO THINK ABOUT IT A LITTLE BIT DIFFERENTLY, IS HOW ARE WE GONNA TRY TO SHIFT, IF AT ALL, THE IDENTITY OF SEDONA OUT IN THE WORLD OR EVEN INTERNALLY WITH RESIDENTS. I I THINK NOW IT'S PAINFUL, BUT WORTH IT. , . YOU UNDERSTAND WHAT I'M SAYING? YEAH, YEAH. I, I, I THINK WE'RE A LITTLE BIT SCHIZOPHRENIC WHEN, YOU KNOW, A VISITOR COMES WITH AN EXPECTATION ABOUT, HEY, THIS IS SEDONA. WE'RE, IT'S AN ENVIRONMENTALLY FRIENDLY PLACE. AND THEN [02:25:01] THEY SIT IN TRAFFIC FOR HOURS, SPEWING SEE, YOU KNOW, CARBON MONOXIDE INTO THE AIR IN THEIR CARS, AND IT JUST DOESN'T GEL. I MEAN, SO THERE'S AN EXPECTATION FOR WHAT WE MEAN, WHAT OUR VALUES ARE. AND THEN THERE'S THIS, YOU KNOW, COGNITIVE DISSONANCE OUT THERE ABOUT WHAT THE ACTUAL, YOU KNOW, PICKET, I MEAN, FOUR GARBAGE TRUCKS DRIVING UP AND DOWN EVERY LITTLE SIDE STREET OR, YOU KNOW, ALL THESE VEHICLES OUT HERE AGAIN IN TRAFFIC. I MEAN, IT JUST DOESN'T, IT DOESN'T JIVE WITH WHAT OUR, OUR VALUES ARE. I AGREE. I THAT'S PRETTY GOOD. I HOPE YOU GOT IT. THAT'S A, I THINK THAT'S A REALLY GOOD DESCRIPTION. I'D LOVE TO BE ABLE TO, I GUESS WE'LL GET A COUPLE OF THESE CURRENT IDENTITIES, BUT THEN I DEFINITELY WANNA ADDRESS INDIVIDUALLY EACH OF THOSE, YOU KNOW, WHAT THE ASPIRATIONAL RESPONSE TO THAT WOULD BE. YEAH. I THINK ONE OF THE ASPIRATIONAL THINGS THAT THE CITY'S BEEN INVESTING IN IS, UH, THE BIKE LANES, UH, THE, THE SIDEWALKS, UM, TO MAKE SEDONA MORE ACCESSIBLE WITH E-BIKES AND, AND, YOU KNOW, OTHER MODES OF TRANSPORTATION. AND, YOU KNOW, I WAS IN WELLINGTON LAST YEAR, UH, IN NEW ZEALAND, AND OH MY GOD, IT WAS AWESOME RUNNING A E-BIKE AND GOING EVERYWHERE IN IT. WE NEVER GOT IN A CAR. AND, UM, SEDONA CAN IS GOING TO BE THAT WAY. SO, UM, I THINK THAT'S AN ASPIRATION POINT THAT WE NEED TO NOTE. I THINK WE ALREADY ARE AND SHOULD ASPIRE TO BE MORE OF AN OUTDOOR ADVENTURE AND WELLNESS DESTINATION. THE FURTHER THAT WE IMPROVE OUR INFRASTRUCTURE IN THE CITY, I THINK THE BETTER WE WILL BE AT THAT. I FEEL THERE'S A NEED. I THINK FROM MY PERSPECTIVE, THERE'S, EVERYBODY KNOWS THAT SEDONA HAS THE RED ROCKS AND EVERYBODY KNOWS ABOUT THE OUTDOOR. AND I THINK A LOT OF PEOPLE DON'T UNDERSTAND WHAT ELSE WE HAVE TO OFFER. AND SO I THINK IT'S IMPORTANT THAT WE ASPIRE TO BECOME SOMETHING THAT WE ARE NOT JUST THE RED ROCKS, THE EDUCATIONAL PART COMES IN, IN RESPECTING THE RED ROCKS AND RESPECTING THE ENVIRONMENT AND THE STEWARDSHIP. BUT IT'S, THAT'S NOT ALL THAT SEDONA HAS TO OFFER ALL THAT WE ARE AS A COMMUNITY. IT'S ALMOST LIKE YOU PUT THE CULTURE PIECE IN IT. SO THAT WILL COVER THE, THE ARTS, THE, THE MUSIC, EVERYTHING WE DO HERE ON TOP OF THAT. IT'S JUST THE CULTURE. YOU KNOW, AND I, I, I, WHEN I, WHEN I FIRST TOLD PEOPLE I WAS COMING OUT HERE FIVE YEARS AGO, THEY'RE LIKE, WOW, WE'VE BEEN THERE AND THEY LOVE IT AND EVERYTHING. WE'RE TALKING ABOUT THE TRAFFIC AND ALL THEM, THEY'RE FROM BIG CITIES. THIS IS NOTHING TO THEM. YEAH. AND YOU KNOW, I'M GETTING READY TO FLY BACK TO ATLANTA TONIGHT AND IT'S GONNA BE, I'LL BE SITTING IN TRAFFIC FOR THREE HOURS TO GET TO THE AIRPORT TOMORROW MORNING. ME TOO. YOU KNOW, AND SO IT'S ONE OF THOSE THINGS, I THINK WHILE WE THINK IT'S, IT'S PAINFUL, THEY'RE, THEY'RE NOT SEEING IT THAT WAY. SOMETIMES. THEY'RE, THEY'RE, THEY'RE SEEING HERE, THEY SEE THE NATURAL BEAUTY AND ALL THE NEGATIVE STUFF WE'RE SHOWING RIGHT NOW, OR WE TALK ABOUT, IT'S NOT AS BAD AS IT'S BAD. I'M NOT SAYING IT'S NOT, WE WANT TO GET BETTER AND YOU WANT ASPIRE TO BE BETTER, BUT, UM, IT, IT IS ONE OF THOSE THINGS THAT PEOPLE, THEY LOOK PAST SOME OF THAT STUFF. AND IT'S INTERESTING TO, TO LISTEN TO PEOPLE IN THE FAMILY AND FRIENDS OF MINE THAT HAVE BEEN HERE AND OVER THE YEARS, AND THEY EVEN RECENTLY WERE SAYING THE SAME THING. I THINK WE DEFINITELY SHOULD, UH, BE MORE SUSTAINABLE IN HOW WE PRESENT OURSELVES. SO AGAIN, LIKE I SAID BEFORE, LOW HANGING FRUIT, KEYWORD OF LITTLE THINGS THAT WE CAN DO AND IMPLEMENT TO PUT FORWARD A MUCH MORE SUSTAINABLE, UM, PERSONA OF SEDONA. I MEAN, WE CAN CERTAINLY COULD CERTAINLY DO SOME OF THOSE THINGS. IT WILL TAKE PEOPLE IN THE COMMUNITY BEING WILLING TO GIVE UP CERTAIN THINGS OR WILLING TO TAKE ON CERTAIN THINGS. BUT IF, YOU KNOW, THE CITY CAN WORK WITH BUSINESSES AND THINGS LIKE THAT, UM, YOU KNOW, THERE ARE CERTAINLY LITTLE THINGS THAT COULD BE DONE QUICKLY THAT COULD SHOWCASE OUR SUSTAINABILITY INITIATIVES. UH, IT, YEAH. , I'M GONNA KICK THAT EVERY TIME, JUST SO YOU KNOW. GOOD. THEN I, WE'RE GOING SO FAST. THIS IS SO GREAT. UM, I'M GONNA SHIFT TO A LITTLE BIT, A LITTLE BIT DIFFERENT. SO WE WERE TALKING ABOUT IDENTITY. NOW I WANNA TALK ABOUT PERSONALITY. LET'S SEE, MAKE SURE WE GET IN THE RIGHT SPOT. UM, WE'VE TALKED A LITTLE BIT ABOUT, UM, I THINK, YOU KNOW, WE TALKED ABOUT WELCOMING AND, AND THOSE KINDS OF THINGS. BUT, UM, AND I DON'T WANNA GET INTO THE WHOLE, LET'S MAKE, YOU KNOW, SEDONA A CAR OR A PERSON OR WHATEVER. BUT I AM INTERESTED IN WHAT YOU ALL THINK IS SEDONAS PERSONALITY. ARE WE, IS IT, IS IT FUN? IS IT QUIRKY? IS IT SERIOUS? [02:30:01] IS IT, YOU KNOW, SPIRITUAL? IS IT, I MEAN, WHAT I, I'D LOVE TO DIG INTO THIS BECAUSE THIS IS GONNA BE VERY IMPORTANT TO THE BRAND AND WHAT THE CHARACTER OF THE BRAND ENDS UP BEING. WHAT THE PERSONALITY OF THE BRAND ENDS UP BEING. THIS IS YOUR CHANCE, WHAT IT IS NOW, OR WHAT WE WOULD ASPIRE TO BE. BIPOLAR . I KNOW. WE DEFINITELY WANT TO BE, WE WANT IT TO BE WHERE YOU WANT TO BE. ASPIRATIONAL THOUGH, IN TERMS OF A BRAND, YOU HAVE TO BE A LITTLE CAREFUL BECAUSE WE WANT IT TO BE SOMETHING THAT PEOPLE BELIEVE TOO. SO, UM, I WOULD BALANCE THAT WITH, YOU KNOW, WHAT SOMETHING THAT IS, IS DOABLE, ACHIEVABLE, AND BELIEVABLE, BUT MAY NOT BE PRECISELY WHAT YOU ARE TODAY. 'CAUSE YOU STILL WANT PEOPLE TO GET EXCITED ABOUT IT, RIGHT? YOU WANT PEOPLE TO LIKE, SEE THIS BRAND AND SAY, UH, YEAH, I CAN GET BEHIND THAT AND NOT SAY, YOU GUYS ARE CRAZY. WE'RE NEVER GONNA DO THAT. SO IF THAT HELPS TO KIND OF BALANCE THAT, I THINK WE'RE SPECIAL. UM, I LIKE THE QUIRKY WORD STILL TOO, SO QUIRKY. WE ARE QUIRKY, BUT I THINK WE'RE JUST VERY, VERY SPECIAL. THERE'S SOMETHING UNIQUE ABOUT SEDONA. THERE'S SOMETHING ABOUT THE SOLIDITY OF THE RED ROCKS THAT IS COMFORTING AND WE'RE A SOLID PLACE TO COME. I'M NOT SURE THAT'S QUITE THE RIGHT WORD, BUT I DO, I DO WANNA SAY SOMETHING ABOUT WHAT YOU SAID ABOUT BIPOLAR, BECAUSE IN MY OPINION, ANY ISSUE THAT COMES TO SEDONA, 40% OF THE PEOPLE SUPPORT IT. 40% OF THE PEOPLE OPPOSE IT AND 20% DON'T KNOW WHAT'S GOING ON. AND THERE IS SOMETHING TO THE FACT THAT WE'RE A BIPOLAR COMMUNITY, WHICH BY THE WAY IS NOT NECESSARILY, IF WE'RE BUILDING A BRAND, WE CAN DEFINITELY SAY, YOU KNOW, WE ARE THIS AND THIS, WE ARE THIS, YOU KNOW, DESPITE THIS OR WHATEVER. SO THAT'S NOT A, THAT DOESN'T MEAN WE CAN'T USE THIS. RIGHT. OKAY. YEAH. I THINK, YOU KNOW, OUR OUTDOORS LOVERS, UH, WE, THERE'S A SEGMENT OF VERY SPIRITUAL PEOPLE. THERE'S THE FOODIES, THERE'S THE, YOU KNOW, JUST, UH, PHOTOGRAPHER. I MEAN, THERE'S THE DIVERSITY OF, OF THE, THE INTEREST GROUPS HERE MAY INFORM, YOU KNOW, LOOK AT ALL THE CLUBS WE HAVE. UH, THE DIVERSITY OF THE CLUBS, UH, ALSO SPEAKS ABOUT, YOU KNOW, HOW WE'RE QUIRKY. I MEAN, NOT MANY PLACES HAVE THAT MANY DIFFERENT INTERESTS. UM, YOU KNOW, FROM, UH, ASTRONOMY TO CAMERA CLUB, TO, UM, YOU KNOW, THE TRADITIONAL LIONS CLUB. UM, I THINK THAT DIVERSITY SOMEHOW NEEDS TO BE EXPRESSED. I, I THINK THE, WHAT WE SAID EARLIER ABOUT VOLUNTEERISM, WE'RE A GIVING COMMUNITY. MM-HMM. , I THINK TO BUILD ON A FEW OF THOSE THAT ENCOMPASSES SOME OF WHAT WE SAID IS, IS WE'RE CREATIVE AND WE'RE EMBRACING WITH THAT 20% THAT YOU CAN'T ACCOUNT FOR. ARE YOU, ARE YOU FUN? ARE YOU STAYED? ARE YOU, YOU KNOW, SERIOUS? ARE YOU GOOFY? YOU KNOW, ONE OF THE, AND IT DOESN'T ANSWER THAT QUESTION COMPLETELY, BUT UM, WHEN IT COMES TO OUR RED ROCK MUSIC, UM, YOU KNOW, OUT HERE AT POSSE GROUNDS ANY FRIDAY NIGHT, I'D RATHER GO OVER TO CLARKDALE WHEN THEY'RE DOING IT 'CAUSE THEY'RE ROCKING THE PLACE. AND IT, AND IT JUST, IT JUST SEEMS LIKE IT'S, I DON'T KNOW WHAT THE TERM IS HERE, OR A LITTLE, MAYBE IT STAYED. I MAY, AND MAYBE WE'RE JUST A LITTLE BIT QUIETER OR FUDDYDUDDY. I DON'T KNOW THAT, YOU KNOW, I DON'T WANT TO USE THAT. NOTHING WRONG WITH THAT, JUST SO YOU . I MEAN, BUT, BUT IT DOES MAKE A DIFFERENCE, YOU KNOW? AND SOMEBODY MENTIONED EARLIER, WAY EARLIER, UM, THAT YOU LIKE ORDER. YEAH. I MEAN, MAYBE IT'S A, AN AGE THING. I DON'T KNOW. BUT, BUT I, YEAH, I WOULD JUST SAY THAT, YOU KNOW, THERE, WHEN YOU SAY, ARE WE FUN? I'M LIKE, WELL, COCKTAIL'S FUN, , YOU KNOW, MAYBE RESERVED, MAYBE A LITTLE RESERVED. YEAH. I, I DON'T KNOW. CERTAINLY ARE, BUT THE, ONE OF THE THINGS I THINK THAT WE OUGHT TO HAVE AS AN ASPIRATION IS TO BE WELCOMING. YOU KNOW, IF WE'RE GONNA BE A TOURIST TOWN, BECAUSE WE ARE, I THINK, AND, AND WHEN I SAY WE, I MEAN IT'S GOTTA BE, IT'S THE RESIDENTS, IT'S THE BUSINESSES, IT'S THE GOVERNMENT, IT'S THE, IT'S ALL OF US. YOU KNOW, HOW DO WE ASPIRE AND MOVE OURSELVES TO BEING, UH, EVEN MORE WELCOMING, I GUESS, THAN WE ARE. I, I FIND THIS DIFFICULT BECAUSE [02:35:01] I DON'T SEE SEDONA AS ONE THING, AND I'M TRYING TO ASSIGN PERSONALITY TRAITS TO ONE THING. BUT LIKE, YOU KNOW, IF UPTOWN WAS A WOMAN, IT WOULD BE ONE THING, BUT IT WOULDN'T BE THE SAME THING AS YOU'D FIND ON THE TRAILS. THEY'RE VERY, VERY, VERY DIFFERENT. SO I, I, IT, IT, I STRUGGLE TO, TO ASSIGN, TO ANTHROPOMORPHIZE, HELP ME OUT. MM-HMM. . YEP. UM, SEDONA INTO ONE PERSONALITY TRAIT LIKE THAT. BUT WE COEXIST PRETTY WELL. OH, SO BACK TO SCHIZOPHRENIA. YEAH. OKAY. . I WOULD REUSE CRAIG'S WORD OF INSPIRING. I'M SORT OF THINKING ABOUT OTHER, UH, COMMUNITIES THAT MIGHT BE SORT OF SIMILAR. MAYBE NOT, BUT LIKE, I THINK OF MOAB OR, UH, YOU KNOW, LIKE SMALL TOWNS THAT ARE ON THE EDGE OF, UH, NOW A DESTINATION KIND OF WILDERNESS. AND SO LIKE, WE'RE NOT QUITE THE SAME AS MOAB. LIKE IN SOME WAYS WE SEE MORE LIKE HIGH CULTURE, RIGHT? THERE'S MORE, THERE'S A LITTLE BIT MORE ART, THERE'S MORE MUSIC. UM, SO WE'RE THIS INTERESTING BRAND. LIKE THERE, LIKE I GET THE NEW YORK TIMES DELIVERED TO MY HOUSE EVERY DAY. LIKE THAT IS A CERTAIN KIND OF SOPHISTICATION FOR A SOMEWHAT RURAL ENVIRONMENT. SO WE SORT OF LIKE, WE'RE A, LIKE, WE'RE EDUCATED, BUT LIKE, THEY'RE STILL THE PINK JEEPS. LIKE WHEN I THINK OF SEDONA, I THINK OF LIKE THE PINK JEEPS OVER BY THE DEVIL'S ARCH, RIGHT? SO THERE'S LIKE A CERTAIN ADVENTURE, BUT ALSO A SORT OF CULTURAL NESS, BUT IN A SMALL TOWN WAY. SO WE'RE SOPHISTICATED ADVENTURE SEEKERS. YEAH. MAYBE. MAYBE. YEAH. YEAH. LIKE, WE'RE NOT, NOT SO NOT LIKE SUPER HIPPIE. RIGHT? LIKE OTHER, LIKE MOAB STRIKES ME AS LIKE A LITTLE MORE HIPPIE. YEAH. THE EIGHTIES CONVERGENCE MAN. YEAH. THERE'S WHOLE PEOPLE HERE FROM THAT THAT ARE STILL THE HIPPIES. YEAH, THERE DEFINITELY IS. WHICH REPRESENT A THIRD OF OUR COMMUNITY IS PART OF THE SPIRITUAL COMMUNITY, WHICH WAS HERE LIKE WAY LONG BEFORE ALL OF US GOT HERE 20 YEARS AGO. AND EVEN BEFORE THEN, WE, THE NATIVE AMERICANS WERE HERE EVEN BEFORE ALL, THEY DIDN'T LEAVE 'CAUSE IT WAS TOO CRAZY OF ENERGY. SO IT'S REALLY SEVERAL SEGMENTS THOUGH, RIGHT? YOU KNOW, WE'VE, WE'VE GOT A RETIRE SEGMENT THAT'S WHAT, 30 SOME PERCENT OF OUR POPULATION, SOMETHING LIKE THAT. AND WE HAVE THIS PERCENT. SO IT'S LIKE WHAT WE'RE SAYING IS DIFFERENT GROUPS. YEAH. EACH ONE HAS ITS OWN UNIQUENESS, WHICH LEADS TO THE SCHIZOPHRENIA. LIKE WHO ARE YOU TALKING WITH TODAY? BUT, BUT EACH ONE DOES BLEND, RIGHT? YEAH. BECAUSE I'VE BEEN, I'VE, WHAT I'VE BEEN TRYING TO FIGURE OUT IS LIKE, WHEN YOU LOOK AT THAT WORD DIVERSE UP THERE, IT'S ALMOST, I WAS TRYING TO PUT SOMETHING ON THE BACK END OF IT. AND IT'S THE CULTURE PIECE. IT'S, WE'RE A DIVERSE CULTURE. 'CAUSE EVERYTHING WE JUST TALKED ABOUT, EVERYTHING ON THAT LIST, WE'RE A DIVERSE CULTURE OF, AND AGAIN, WE, WE, WHETHER IT'S THE ENVIRONMENTAL, IT'S THE FOODIE PIECE, IT'S THE ART PIECE. AGAIN, YOU THINK ABOUT ALL THAT. WE HAVE ALL THESE PERSONALITY, ALL THESE THINGS THAT ARE GOING ON WITHIN THIS COMMUNITY THAT WITHOUT ONE, ONE OF THOSE, ONE OF THOSE PIECES ARE MISSING. IT'S GONNA CHANGE THE ENTIRE TOWN. AND I THINK THAT'S, THAT'S, THAT'S, I'M JUST STRUGGLING WHAT ELSE YOU PUT WITH THAT DIVERSITY AND CULTURE THERE OR HOW THAT TIES. YEAH, IT'S KIND OF COOL 'CAUSE IT'S WHATEVER MOOD YOU'RE IN TODAY. I MEAN, TODAY I WANNA BE A HIGH ARTS GUY AND YOU KNOW, GO TO THE GALLERIES AND TOMORROW I WANNA BE A HIPPIE. AND TOMORROW, YOU KNOW, I MEAN, YOU KNOW, WHAT ARE YOU, WHAT ARE YOU IN THE MOOD FOR TODAY? AND, AND WE KINDA GOT, YOU KNOW, ALL THOSE LITTLE NICHES AND YEAH. SO I HAD A WORD OCCUR TO ME THAT, UH, I LIKE ALLURING. I MEAN, BECAUSE I LOVE ALLURING LIKE PEOPLE THAT THEY'RE, YOU'RE, YOU'RE DRAWN TO THEM AND YOU ALMOST DON'T KNOW WHY. UH, THEY HAVE RES, I GUESS WOULD BE THE RIGHT TERM NOW, BUT, UM, YEAH. I, I LIKE THAT WORD. I DID SAY RIZ. YEAH. OKAY. SORRY. EVEN THOUGH I'M THE AVERAGE AGE OF THE SEDONA RESIDENT. . , SORRY. SO SOMEBODY WAS JUST STARTING TO TALK BEFORE I A SMART AS SORRY FOR RECORDING. I WAS MAKING A SMART ASS REMARK BEFORE YOU MADE IT. SMART . WAS THERE SOMEBODY ELSE WHO STARTED TO SAY SOMETHING? WAS THAT, WAS THAT YOU JUST MAKING YOUR OKAY. . OKAY, GOOD. THANK YOU. OKAY, NOW I'M GONNA GO ALL THE WAY BACK TO THE ONE I SKIPPED WAY, UH, HERE. OKAY, THIS IS A SELFISH QUESTION. WE DVA ARE RESPONSIBLE FOR HELPING TO PUT TOGETHER A BRAND AND A MARKETING PLAN. AND WE'RE GONNA SHOW THAT TO YOU GUYS. YOU'RE GONNA SEE IT, YOU'RE GONNA SEE THE BRAND, YOU'RE GONNA SEE THE MARKETING PLAN, YOU'RE GONNA SEE ALL KINDS OF STUFF. UM, THERE'S GONNA BE AN INITIAL REACTION AND THEN THERE'S GONNA BE THE SUBSEQUENT WHATEVER HAPPENS OUT OF IT. INITIALLY. WHEN YOU SEE THAT WORK, HOW ARE, HOW ARE YOU GONNA KNOW? WELL, [02:40:01] WHAT IS IT THAT'S GONNA SHOW YOU, THAT'S GONNA MAKE YOU THINK, YEAH, THIS HAS BEEN A SUCCESSFUL EFFORT. THIS HAS BEEN WORTH THE, THE PAIN AND THE THREE HOUR MEETING. MY GOD, ALMOST FOR ME, MY COMPANY, WE'RE GOING THROUGH A COMPLETE REDESIGN OF OUR ENTIRE COMPANY GROUNDS UP. WE'RE GOING THROUGH, UM, A BRANDING EXERCISE, A VISION EXERCISE, A REMARKETING EXERCISE, TAKING OUR WEBSITES, TAKING OUR INTERNAL UP ROOTING IT. BECAUSE POST COVID IS DIFFERENT TODAY THAN IT WAS PRE. I DUNNO, BUT YOU GUYS SEE THIS FOR YOUR BUSINESS, IT'S TOTALLY DIFFERENT. MM-HMM. , THE CLIENTS ARE DIFFERENT. THE CUSTOMERS ARE DIFFERENT. HOW THEY BEHAVE ARE DIFFERENT. WHAT'S IMPORTANT TO THEM IS DIFFERENT. AND IF WE KEEP GOING TO DO, WELL, OUR CONCLUSION WAS IF WE KEPT DOING WHAT WE WERE DOING A COUPLE YEARS AGO, WE ARE GONNA HIT THE ROCKS IN AT A HUNDRED MILES AN HOUR, SPEND TONS OF MONEY, AND WE ARE JUST GONNA CRASH AND BURN. SO WE'VE, WE'RE DOING A COMPLETE REDESIGN. SO WHAT I AM LOOKING FOR IS THAT THROUGH ALL THOSE PROCESSES AND THE MONIES I'M SPENDING WITH MILLIONS OF CONSULTANTS, LIKE DEVIATES OTHERS TO FIGURE OUT FOR MY COMPANY, HOW'S IT GONNA WORK? DOES YOUR MODEL MATCH WHAT I'M DOING? THAT'S HOW I'M GONNA MEASURE. 'CAUSE THE RESULTS ARE DIFFERENT. SEDONAS DIFFERENT THAN EACH ONE OF OUR BUSINESSES, BUT CUMULATIVELY ALL OF OUR BUSINESSES IS SEDONA. SO FOR ME, ALLS I CAN LOOK AT IS THE PROCESS AND SAY, ARE YOU FOLLOWING THAT PROCESS THAT MAKES SENSE. AND THEREFORE THE CONCLUSION, IF WE GET THE RIGHT DATA TO BOB'S POINT AND WE GET THE RIGHT METRICS, THEN THE DATA WILL LEAD US IN THE DIRECTION WE WANT TO GO, IS MY OPINION. SO IF YOUR PROCESS IS SOLID, YOU'RE GONNA GET ME TO THROW MY HAND UP AND GO, YAY, VERILY, LET'S KEEP MOVING FORWARD. THAT'S HOW I'M GONNA LOOK AT IT. SO YOU, YOU DON'T WANT ME TO JUST MAKE IT UP IF THERE'S, DON'T LET YOU, IF THERE'S LESS OF THE GRIPING IN TOWN, THAT'S WHAT SUCCESS IS TO ME. THE, THE, THE HEAT, IT'S, IT'S COOLER, COOLER PLACE TO LIVE. THEN THE QUESTION, IS IT ABOUT LOOKING AT YOUR PRODUCT AND SAYING THAT LOOKS GOOD, OR ARE WE LOOKING AT THE RESULT OF YOUR WORK PRODUCT? IT'S BOTH. I KNOW I COMBINED 'EM IN THERE. YEAH. OKAY. I KNOW BECAUSE I MEAN, I DID, I'VE MADE TWO QUESTIONS IN, IT'S REALLY, I MEAN IT'S, YOU KNOW, I THINK IN TERMS OF THE WORK PRODUCT, IF A DIVERSE SET OF PEOPLE LOOK AT IT, AND I'LL FEEL LIKE, YEAH, THAT SPEAKS TO HOW I WOULD LIKE TO SEE SEDONA BRANDED AND MARKET IT. I THINK FROM A WORK PRODUCT, FROM AN EFFECT OF YOUR WORK PRODUCT, WE SIMPLY HAVE THE MAXIMUM ECONOMIC IMPACT THAT VISITOR BUSINESS CAN BRING TO IT WITH THE MINIMUM NEGATIVE IMPACT. IT'S REALLY NOT THAT COMPLICATED. I, I THINK TO, UH, CRAIG'S POINT SUCCESS WOULD LOOK LIKE JUST IN A BROAD SENSE, A REDUCTION IN DISCONTENT AND A REDUCTION IN STRESS ACROSS THE BOARD FOR ALL OF THE VARIOUS STAKEHOLDERS, THE BUSINESSES, THE RESIDENTS, THE VISITORS, UM, AND KNOWING. AND PART OF THAT'S THAT BALANCE. 'CAUSE YOU KNOW, MAYBE ONE GROUP'S REALLY HAPPY AND THE OTHER GROUP'S REALLY NOT HAPPY. AND SO YOU'RE NOT GONNA GET RID OF STRESS, NOR DO YOU WANT TO BECAUSE STRESS CREATES IMPROVEMENT OR MOTIVATION FOR IMPROVEMENT. BUT, BUT JUST A REDUCTION IN THAT DISCONTENT. I THINK RIGHT NOW THERE'S A LOT OF DISCONTENT THAT PEOPLE, YOU KNOW, THEY, THEY CAN FEEL THE DISCONTENT OR THEY, IF IT'S A BUSINESS, THEY CAN FEEL THE STRESS. YOU KNOW, ARE WE GONNA SURVIVE THROUGH THE SLOW PERIODS? I MEAN, SO HOW DO WE REDUCE THE STRESS AS WELL? AND TO MY POINT EARLIER, ABOUT 40, 40 AND 20, IF AT THE END OF THIS WE'VE GOT 60, 20 AND 20 WHERE 60% OF THE PEOPLE THINK, YEAH, THIS IS PRETTY GOOD PLAN, 20% ARE GONNA HATE IT AND THE OTHER 20% AREN'T GONNA CARE ONE WAY OR ANOTHER. YOU'RE NEVER GONNA CHANGE THEM. BUT YOU TAKE SOME OF THOSE AND MOVE THEM OVER TO THE POSITIVE SIDE, WE'RE ALSO GOING THROUGH A COMPLETE REBRANDING AND RELOOKING AT OUR BUSINESS FROM THE GROUND UP. WHETHER IT'S THE CULTURE INSIDE OUR BUSINESS, OUR MANAGEMENT CULTURE, OUR TRAINING PRACTICES, OUR WEBSITE WE'VE BEEN INVESTING IN QUITE A BIT. UM, WE HAVE TO LOOK AT WHO'S COMING HERE NOW, BUT I THINK FOR IT TO BE SUCCESSFUL IS WE NEED THE ECONOMIC STABILITY THAT SUPPORTS US ALL AND ALL THE PEOPLE THAT WE ARE RESPONSIBLE FOR AND TAKE CARE OF. BUT WE ALSO NEED TO COEXIST. SO IT IS THAT, UM, RESIDENTS AND BUSINESSES AND EVERYONE IN THE COMMUNITY COEXISTING TOGETHER IN A BEAUTIFUL FASHION. IF WE COULD ALL JUST, YOU KNOW, KEEP THAT DISGRUNTLEDNESS DOWN TO A MINIMUM MOM, WE OUGHT TO BE ABLE TO WEATHER A SIGNIFICANT ECONOMIC DOWNTURN BETTER WITH THE RIGHT KIND OF EFFORT [02:45:02] BECAUSE WE'RE ATTRACTING A MORE DIVERSE SET OF PEOPLE TO COME HERE AND WE DON'T GET CLOBBERED. YEAH. PART OF THAT SEEMS TO BE HOW DO WE THINK ABOUT SPACING OUT TOURISM SO THAT IT DOESN'T JUST HAPPEN THE TWO DAYS AFTER THANKSGIVING, THAT WINTER AND SUMMER, WHICH I KNOW WE'RE TALKING ABOUT, BUT THAT, THAT ALSO, SO THAT, AND ALSO SORT OF EXPANDING BEYOND SEDONA TO WIDER PLACES, THAT SEEMS LIKE THAT WOULD BE SUCCESS. ALSO, MAKING THINGS CLEARER, RIGHT? LIKE HAVING A BETTER SENSE OF WHAT'S HERE, WHAT WE WANT PEOPLE TO DO. THAT SEEMS LIKE IF THERE'S BETTER SIGNAGE, BETTER EDUCATION, SA SAVVY TRAVELERS GO TO PLACES OFF SEASON. MM-HMM. RIGHT. NOT IN THE TERRIBLE SEASON. YOU DON'T GO TO INDIA IN THE MIDDLE OF THE MONSOON, BUT YOU TRAVEL AT OTHER TIMES. AND THAT WOULD BE A KEY TO SUCCESS, JUST TO WHAT YOU WERE SAYING. TOTALLY. WE'RE DOWN TO THE LAST SEVEN MINUTES. I WANNA BE SENSITIVE TO THAT. I JUST HAD ONE LAST THING, WHICH IS ACTUALLY A CHANCE FOR YOU TO ANSWER ANYTHING YOU WANT. AND THAT IS, WHERE'S THE VERY LAST QUESTION? IS THERE ANYTHING ELSE, UH, THAT YOU WOULD LIKE FOR US TO KEEP IN MIND AND BY US IN THIS CASE, US CITY OF SEDONA CORAGGIO AS WE MOVE FORWARD IN, UM, ALL THE WORK THAT WE'RE DOING? I HAVE A QUESTION WHERE DOES THE SUSTAINABILITY DISCUSSION COME INTO PLAY? LIKE, ARE, ARE WE GONNA BE LOOKING AT THE SUSTAINABLE TO TOURISM PLAN AS A BOARD OR IS THERE A GROUP THAT'S ALREADY WORKING TO REESTABLISH A BASELINE FOR, AND, AND, YOU KNOW, A FUTURE FOR THAT? BECAUSE I THINK HAVING THAT BEFORE FULLY, UM, FINISHING THIS, YOU KNOW, DBAS WORK IS, IS GONNA BE IMPORTANT. I THINK WE CAN ANSWER THAT, SO. SURE. YEAH. UM, SO THIS IS MICHELLE FROM RAGIO. SO THAT'S ACTUALLY ONE OF THE FIRST THINGS THAT WE DO THROUGH OUR PROCESS IS, UM, AND I THINK IT CAME OUT A LOT WHEN WE TALKED ABOUT MISSION, IS, UH, TALKING ABOUT, YOU KNOW, WHAT ARE THE THINGS THAT ARE MOST IMPORTANT AS WE PURSUE THIS? AND IN TERMS OF STEWARDSHIP AS THAT BECOMES, YOU KNOW, AS THAT BECOMES KIND OF A CENTRAL PART OF WHAT YOU'RE DOING, WE INTEGRATE THAT THROUGHOUT THE PLAN. IT'S NOT A SEPARATE THING OR A, OR A, YOU KNOW, AN EXTRA PIECE. UM, IN FACT, ALL OUR ENTIRE TEAM IS, UM, HAS ALL GONE THROUGH TRAINING ON DESTINATION STEWARDSHIP. WE'VE ALL GONE THROUGH, UM, THE GLOBAL SUSTAINABLE TOURISM COUNCILS TRAINING. SO WE'RE ALL VERY FAMILIAR WITH HOW TO INTEGRATE THAT THROUGHOUT THE PLAN SO THAT IT'S NOT JUST A SEPARATE THING, BUT DOES THERE NEED TO BE A, UM, THAT'S GREAT. I LOVE THAT. BUT, AND THAT'S HOW IT SHOULD BE. MM-HMM. IT SHOULDN'T BE A SEPARATE TYPE OF TOURISM, BUT IS THERE A NEED FOR THE CITY'S SUSTAINABLE TOUR TOURISM PLAN TO BE, YOU KNOW, MORE CONCISE AND RESTRUCTURED AND VISIBLE AND SUCCINCT BEFORE SOME OF THAT IS DISSEMINATED THROUGHOUT THE PLAN? I THINK IT'S A GOOD QUESTION. WE CAN TALK ABOUT THAT KIND OF OFFLINE IN TERMS OF HOW DO WE, UH, THE WAY I WOULD THINK ABOUT IT IS WE WANNA LEVERAGE AS MUCH OF THAT AS POSSIBLE BECAUSE IT'S WORK THAT'S BEEN DONE, AND IT SOUNDS LIKE PEOPLE HAVE REFERRED TO IT MULTIPLE TIMES. YOU KNOW, LET'S, LET'S, WE DON'T NEED TO REINVENT THE WHEEL IF THERE'S PIECES THAT ARE ALREADY THERE THAT, UM, YOU KNOW, THAT THE TEAM FEELS IS, IS SOMETHING THAT WE WANT TO PURSUE. SO THAT'S, YOU KNOW, THERE'S NO PRIDE IN AUTHORSHIP HERE. THIS DOESN'T NEED TO BE NEW. WE WANNA TAKE THE THINGS THAT, THAT WE THINK ARE, ARE RELEVANT AND MAYBE I'VE HEARD ALSO KIND OF, UM, MAKE THEM MORE SUCCINCT. UM, MAKE THEM MORE FAR FOCUSED AND TARGETED AND, UM, AND INTEGRATE THAT. AND ONE OF THE MAJOR PROBLEMS WITH THE SUSTAINABLE TOURISM PLAN IS THERE'S NO ONE WHO OWNED IT. ONCE IT WAS DONE, THERE WAS NO PROJECT MANAGEMENT OF IT. THERE WAS NO DIRECTION FOR IT. IT JUST SORT OF EVAPORATED. WELL, WE WERE BOTH ON THAT SUSTAINABLE TOURISM ACTION COMMITTEE RIGHT BACK IN 2020. I REMEMBER YOUR NAME ON THE ZOOMS. UM, AND, AND YEAH. SO I THINK THERE WAS A GROUP OF LIKE 20 SOME ODD PEOPLE WHO WERE MEETING REGULARLY DISCUSSING IT. AND EVEN TODAY I WENT BACK AND LOOKED AT MY EMAILS AND I CAN STILL ACCESS THE, YOU KNOW, THE UPDATE SPREADSHEET TO SEE, 'CAUSE SOMEONE, SOMEBODY WAS WONDERING, YOU KNOW, WHAT ARE THE ME, WHAT WERE THE METRICS? WHAT WERE THE OUTCOMES OF THAT? AND NO ONE HAS THAT INFORMATION. IT, SOME OF IT EXISTS UP TO A CERTAIN POINT BEFORE IT PETERED OUT. YEAH. UM, AND, AND I'M NOT SAYING THAT WE NEED TO HAVE A SUSTAINABLE TOURISM PLAN BEFORE ANYTHING ELSE HAPPENS. OBVIOUSLY IT WILL HAPPEN AT THE SAME TIME. 'CAUSE EVERYTHING HAS TO KEEP MOVING. MM-HMM. . BUT I'M JUST WONDERING IF THE CITY IS WANTING TO HAVE A VERY SPECIFIC, [02:50:01] YOU KNOW, HERE'S A BOOK MUCH THINNER, MUCH MORE CONCISE MM-HMM THAT IS SPECIFIC, UM, THAT WE CAN RELATE TO AND TIE BACK TO SPECIFICALLY. SO SAY THIS PART OF THE MARKETING PLANNER. HEY, KAREN . I WANNA GIVE KAREN A CHANCE TO WEIGH IN ON THIS. YEAH, GO AHEAD. THANK YOU. I'D LIKE TO JUMP IN. KAREN OSBORN, CITY MANAGER. SO AS WE HAD BEEN TALKING TO COUNCIL ABOUT NEXT STEPS FOR CREATION OF THE NEW TOURISM BUREAU, THE WAY WE ENVISIONED IT, THE WAY WE KIND OF WORKED IT OUT WITH THEM WAS THAT KIND OF FIRST THING WOULD BE DEVELOPING THE STRATEGIC PLAN THAT'S GIOS CHARGE. WE INITIALLY THOUGHT SECOND THING WOULD BE DVAS WORK WITH CREATING THE BRAND. AND THEN SUBSEQUENT TO THAT, THE SPECIFIC MARKETING CAMPAIGNS, UM, AND AN APPROACH AS WE PUT THIS TOGETHER, IT JUST MADE MORE SENSE TO, TO DO THESE ON A PARALLEL TRACK. SO YOU SEE WHAT'S HAPPENING HERE. I STILL THINK THAT THE SUSTAINABLE TOURISM PLAN, SO THE THIRD THING THAT WE WERE PLANNING, AND THIS WAS REALLY LOOKING AT LIKE A TWO YEAR TIMEFRAME, WAS AN UPDATE OR A COMPLETE REWRITE, NOT QUITE SURE YET, UH, OF THE SUSTAINABLE TOURISM PLAN. SO WE RECOGNIZE THAT THAT IS A CRITICAL PIECE OF MOVING FORWARD. BUT FROM MY PERSPECTIVE, THE SUSTAINABLE TOURISM PLAN IS A MORE TACTICAL, OPERATIONAL LITTLE MORE INTO THE WEEDS WITH SPECIFIC ACTIONS. MM-HMM. THAN THE HIGHER LEVEL STRATEGIC PLAN. SO I THINK BOTH THE CITY'S COMMUNITY PLAN AND THE WORK OF OUR SUSTAINABILITY DEPARTMENT, AS WELL AS WHAT COMES OUT OF THE CARIO STRATEGIC PLAN, ARE GOING TO INFORM THE CREATION OF THIS KIND OF MORE MEATY DOCUMENT. I DO THINK IT CAN BE MORE SUCCINCT AND MORE STREAMLINED THAN THE PREVIOUS EFFORT. SO I THINK THAT'S, THAT'S WHERE I'VE BEEN AT AND, AND WHAT WE'VE DISCUSSED WITH COUNCIL, BUT THIS IS ALSO EVOLVING. MM-HMM. . SO I THINK THAT INPUT FROM THIS GROUP, FROM THE EXPERTS THAT WE'VE HIRED TO HELP US USHER IN, UM, KIND OF THE NEXT PHASE OF, OF WHAT DOES THIS ALL LOOK LIKE THAT CAN ALSO MORPH. MM-HMM. , I MEAN, I'D LOVE TO SEE, LIKE, I KNOW IT'S EXTRA MEETING, BUT A MEETING WHERE WE JUST, EVERYBODY'S READ IT AND WE TALK ABOUT LIKE X, X, X, X, X, X, X. WE DON'T NEED TO EVEN THINK ABOUT ANY OF THAT. UM, THANK YOU KAREN, FOR JUMPING IN THERE. AND I TOTALLY AGREE THAT IT DOESN'T HAVE TO BE A FIRST THING. AND EVEN AS THE OTHER THINGS COME TO FRUITION, THEN WE CAN, ONCE THE SUSTAINABLE TOURISM PLAN BECOMES TANGIBLE, IT CAN LINK, YOU KNOW, IT CAN GO BOTH WAYS. THE PLAN CAN, UM, INFLUENCE ONE THING AND THEN THAT THING CAN INFLUENCE THE PLAN. SO IT'S DOESN'T HAVE TO HAPPEN AT A CERTAIN TIME. ALSO, I SEE THAT YOU HAVE A REALLY NICE BOUND COPY. OH, I SEE. AND I HAVE A PDF, WHICH IS VERY DIFFICULT TO READ . SO IF THERE ARE EXTRA OLD COPIES IN SOME CLOSET, I WOULD WELCOME AND I WOULD THINK IT'D BE GREAT FOR EVERYBODY ON THE BOARD TO HAVE A PAPER COPY. NO, THERE WEREN'T VERY MANY PRINTED. UNLESS PEOPLE DON'T WANT PAPER COPIES. THERE WEREN'T VERY MANY PRINTED. SO PARTLY YEAH, . I KNOW, I KNOW. BUT IT'S, I, BUT I HAVE IT OPEN RIGHT HERE AND IT'S, IT'S, IT'S VERY DIFFICULT TO SORT OF, I MEAN, MY RESPONSE IS GENERALLY, OH YEAH, THAT LOOKS GOOD. OH YEAH, THAT LOOKS GOOD, BUT I CAN'T REALLY ENGAGE. THEY'RE, THEY'RE PROBABLY ALREADY PRINTED. AND AS LONG AS YOU PROMISE TO RECYCLE IT USING THE ALREADY PRINTED COPIES, THAT'S WHAT I'M HOPING THAT THERE'S COPIES IN SOME CLOSET SOMEWHERE. YES. I, I THINK WE WOULD NEED TO CHECK WITH THE CHAMBER OF COMMERCE SINCE THEY WERE THE, THE OWNERS OF THAT PLAN AND HAD THOSE DOCUMENTS. I DON'T EVEN KNOW HOW MANY KEEGAN MIGHT KNOW BETTER. THEY HAD, THEY HAD PRINTED, BUT THE CITY DOES NOT HAVE EXTRA COPIES. WHAT WE COULD DO IS, IS FOR ANYONE WHO WANTS A, A HARD COPY, WE CAN PRINT YOU WANNA PUT IT IN A BINDER JUST TO MAKE IT EASIER TO GO THROUGH. SO IT'S OLD SCHOOL BOATS. IF WANNA JUST INDIVID, JUST LET KEGAN KNOW AND THEN WE CAN GET A BUNCH OF 'EM MADE IF WE NEED TO. THEY JUST WON'T BE THE PRETTY ONE THAT YOU, SORRY, , . BORROW IT. CAN I, CAN I DIVERT FROM THAT JUST FOR A MINUTE? UH, IN RESPONSE TO THIS, I HAVEN'T HEARD IT SPECIFICALLY MENTIONED. I THINK IT'S OBVIOUS IS, AND THIS IS MORE OPEN, WE HAVE TO FOCUS OR WE HAVE TO TARGET SOME INTERNATIONAL TRAVEL. THEY, THEY AUTOMATICALLY BRING MANY OF THE THINGS THAT ARE NATURALLY MORE ENVIRONMENTALLY SENSITIVE. THEY WILL OBVIOUSLY STAY LONGER. UM, AND IT EXPOSES THIS PLACE TO A BROADER, SO I THINK THAT'S IMPORTANT. AND THE ONLY OTHER, I WANNA MAKE A COMMENT THAT I DO THINK THE MARKETING AND BRANDING HAS AN URGENCY AROUND IT BECAUSE THERE'S A VOID BEING FILLED BY SOCIAL MEDIA. MM-HMM. . MM-HMM. . SO THIS IS NOT [02:55:01] SOMETHING WE CAN PLAY AROUND WITH. I APPRECIATE, I AM IMPRESSED AND I WANT TO CONGRATULATE KAREN AND THE STAFF. THEY'VE, THEY HAVE PROGRESSED SO MUCH SINCE THIS GOT DUMPED IN THEIR LAP FAR BEYOND WHAT I THOUGHT THEY COULD DO. I WANNA MAKE SURE THAT THIS BODY IS A, IS A CATALYST FOR THE WORK THAT'S BEEN DONE. I'D LIKE TO REITERATE THE SENSE OF URGENCY. I ALSO WANNA ENCOURAGE ANYONE THAT HASN'T READ THE CULTURE OF SEDONA PLAQUE OUT IN THE LOBBY AS I WAS WAITING FOR MY INTERVIEW, UH, FOR THE FIRST TIME I ACTUALLY READ IT. AND IT'S A GREAT DOCUMENT AND IT JUST KIND OF ENCOMPASSES WHAT SEDONA WAS, WHO WE SHOULD CONTINUE TO BE AND WHAT WE CAN BECOME ON OUR NEXT, ON THIS HIGH LEVEL THINKING. CAN I THROW OUT A COUPLE QUESTIONS? ONE, UH, HAVE, HAVE THE AGENCIES SEEN, UH, THE BIANNUAL COMMUNITY SURVEY THAT'S DONE? YES. YES. OKAY. YES. BECAUSE THAT, THAT TELLS YOU A LOT ABOUT WHAT THE RESIDENTS ARE THINKING. MM. IN FACT, WE TOOK THAT INTO ACCOUNT WHEN WE DID THE RESIDENT SENTIMENT SURVEY. OKAY. YOU KNOW, TO KIND OF MOVE, PUSH OUT THE THINGS WE KNEW WE HAD AT A OKAY. GREAT. UM, AND THE SECOND THING IS THE INTERCEPT RESEARCH YOU'RE GONNA DO. UH, IS THERE A SPECIFIC PLACE YOU'RE GONNA DO IT LIKE UPTOWN OR ARE YOU GONNA DISPERSE IT AMONG UPTOWN TO LOCKA, POCKE AND TRAILHEAD? YES. THAT OPTION B. ALL THREE. THAT, THAT IS WHAT WE'RE DOING. YES. OKAY. YEAH. PROVIDER . GOOD. GOOD JOB. YEAH. UM, WE'RE AT TIME. I DON'T WANNA GO OVER TIME. I, I JUST, I GUESS I WANNA ASK KEEGAN, UM, IF THERE ARE ADDITIONAL COMMENTS, THOUGHTS, THINGS THAT OCCUR TO YOU LATER AFTER THIS MEETING? IS THERE A WAY TO FOR THEM TO COMMUNICATE THAT? DEFINITELY. YOU CAN EMAIL IT TO ME AND I'LL EMAIL ALL COMMENTS TO DVA AND GIO. DOES THAT SOUND LIKE AN OKAY PLAN? OKAY. NOT TO EACH OTHER DON'T, DON'T TALK. YEAH. CCC THIS WILL BE, WE USING OUR NEW EMAIL ADDRESSES, OUR NEW EMAIL ADDRESSES THAT WE'RE GOING TO GET OH YEAH. FROM THE CITY USING. RIGHT. I'M GONNA CHECK ON THAT WITH IT TO SEE IF THAT'S WHAT WE'RE DOING. AND IF SO, THEN I'LL PROVIDE THOSE TO YOU. IT MAKES TOTAL SENSE AT THAT POINT THEN. SO KEEPING ANYTHING ELSE THAT COMES TO MIND, WE REALLY VERY MUCH APPRECIATE YOUR TIME. IT'S SO VALUABLE. THREE WHOLE HOURS TODAY. 'CAUSE WE DID GET THERE. IF, IF WE GET OUR OWN EMAIL ADDRESSES, CAN IT HAVE ANYTHING THAT GOES TO THAT ADDRESS REDIRECT TO HOME, SO WE DON'T HAVE TO EVERY DAY CHECK ANOTHER EMAIL ADDRESS. THEY SHOULD BE ABLE TO REDIRECT IT, BUT IT SHOULD STILL BE KEPT AS A RECORD ON THE CITY SERVERS. DON'T FORGET IT'S PUBLIC THOUGH, SO IF YOU'RE MIXING IT WITH YOUR OTHER EMAILS, YOU DON'T WANNA DO THAT. IF YOU MIX IT WITH THE OTHER EMAILS, IT'S PUBLIC. SO ANYTHING YOU TYPE IN THERE THAT WE TYPE BACK AND FORTH IS PUBLIC INFORMATION. SO IF IT'S MIXED WITH THE OTHER EMAILS, GOOD POINT. YEP. YEP. THAT'S A GOOD FOLLOW UP QUESTION. , NEVERMIND. YEAH, I'M NOT GONNA WRITE THAT ONE DOWN. , WE ALL GOTTA AGREE ON MONDAY MORNINGS. WE ALL LOOK AT OUR EMAILS. SEND OUT A GROUP TEXT. OH, WAIT. YEAH. WELL THANKS. THAT WAS VERY, VERY HELPFUL. I THINK THE, UH, THE [6. FUTURE MEETING DATES AND AGENDA ITEMS] NEXT THING ON THE AGENDA IS JUST TO, TO TALK ABOUT, WE'VE GOT, OUR NEXT MEETING IS TENTATIVELY SCHEDULED FOR THE 3RD OF JANUARY AT 2:00 PM RIGHT. WE DO HAVE SEVEN PEOPLE WHO HAVE RESPONDED TO. YES. SO THAT IS A QUORUM. SO WE'RE GONNA GO AHEAD WITH THAT JANUARY 3RD MEETING AND IT IS AT THREE O'CLOCK. OKAY. THREE O'CLOCK. APOLOGIES FOR THAT. I THINK I WROTE TWO, BUT IT IS THREE O'CLOCK, UM, MOVING FORWARD. OKAY. AND SO DO WE HAVE, AS FAR AS THE AGENDA FOR THAT NEXT MEETING, UH, IF THERE'S ANYTHING I THINK THAT BOARD MEMBERS ARE INTERESTED IN PUTTING ON THE AGENDA, YOU WANT 'EM TO JUST SEND YOU AN EMAIL, KEEGAN, AND THEN WE CAN DECIDE, YOU GUYS DECIDE AT THE CITY STAFF IF THAT FITS. I'M NOT SURE, YOU KNOW, HOW WE'RE GONNA DO THE SCHEDULING EXACTLY FOR WHAT'S ON THE AGENDA, BUT, BUT CERTAINLY THE, YOU KNOW, THE BOARD MEMBERS HAVE SOME INPUT SOMETIMES INTO THAT. AND I WOULD ALSO SUGGEST THAT IF THERE'S SOMETHING THAT, UH, JUST AS A, AN EDUCATIONAL ITEM FOR ALL OF US THAT WE SHOULD GET SMART ON OR READ, YOU KNOW, WE'VE STARTED WITH, YOU KNOW, THE OPEN MEETING LAWS AND THAT KIND OF STUFF. BUT IF THERE'S SOMETHING FROM A, YOU KNOW, YOUR INDIVIDUAL BACKGROUNDS OR PERSPECTIVES THAT YOU WANT THE REST OF US TO BE SMART ON, I THINK, UM, AS FAR AS READING TYPE MATERIALS, SAME THING. SEND SOMETHING TO, TO KEEGAN, YOU KNOW, LIKE I SENT HER THAT LITTLE SHORT, UH, HERE'S THE SHORT VERSION OF OPEN MEETING LAWS AND, BUT, UH, ONE OF THE THINGS THAT I THINK WE'RE GONNA WANT TO DO AS A BOARD IS JUST, IS CREATE A COLLECTIVE INTELLIGENCE, AS IT WERE ABOUT WHAT THE, THE ISSUES ARE. AND SO IF THERE'S SOMETHING THAT, THAT YOU'VE GOT IN YOUR BACKGROUND, IT WOULD BE HELPFUL FOR US ALL TO JUST GET A LITTLE BACKGROUND IN. I THINK THAT'D [03:00:01] BE GREAT. AND KEEGAN ALSO ALREADY STARTED WITH A TERMINOLOGY GLOSSARY OR WHATEVER FOR US. I KNOW WHEN I LOOKED AT THAT, IT WAS ALL GREEK TO ME FOR SOME OF THE STUFF, OF COURSE. AND, AND SO IF THERE'S OTHER ITEMS THAT WE SHOULD ALL BE FAMILIAR WITH AS FAR AS TERMINOLOGY, BUSINESS OR ENVIRONMENTAL OR, YOU KNOW, WHATEVER THOSE DIFFERENT THINGS ARE THAT ARE IN YOUR BACKGROUNDS, I THINK THAT'D BE HELPFUL AS WELL. AND THEN WE CAN ADD TO THAT TERMINOLOGY LIST AND A GLOSSARY FOR THE BOARD. DEFINITELY. WE'LL KEEP THAT AS AN EVER EVOLVING DOCUMENT. SO SEND ME WHAT YOU HAVE AND WE'LL JUST KEEP ADDING ON ALL THE ACRONYMS AND THE DEFINITIONS THAT PERTAIN TO TOURISM. I JUST WANTED TO MENTION THAT WE HAVE A FEW AGENDA ITEMS AS SUGGESTIONS IN THIS NATURAL PROCESS. WE THOUGHT THAT WE TO, TOGETHER COLLECTIVELY WE COULD CREATE RULES OF ENGAGEMENT ON HOW WE INTERACT AND HOW WE CONDUCT OURSELVES AT MEETINGS AND MAYBE OUTSIDE OF MEETINGS, I'M NOT SURE. UH, SO I THOUGHT THAT WOULD BE A REALLY GOOD EXERCISE FOR ALL OF US. AND I COULD EVEN, WE HAVE SOME RULES OF ENGAGEMENT THAT HAVE ALREADY BEEN CREATED FOR VOLUNTEER GROUP WORK GROUPS. SO MAYBE WE COULD START WITH THOSE AND YOU COULD SEE IF THEY'RE, THEY WORK FOR US OR NOT. WE WERE ALSO GOING TO REVIEW AND DISCUSS SOME DATA THAT WE'VE COLLECTED SO FAR THROUGH A REALLY GREAT COMPANY WHO'S, WHO'S COLLECTING INFORMATION ABOUT VISITORS, WHERE THEY'RE COMING FROM, WHO THEY ARE, WHAT THEY'RE DOING WHILE THEY'RE HERE, CREDIT CARD SPENDING, LOCATION SERVICES, ET CETERA. SO IT'S, IT'S A REALLY GREAT PLATFORM. WE WERE THINKING ABOUT DISCUSSING WHO, EXCUSE ME, , UH, TALKING ABOUT WHO OUR TARGET MARKETS ARE AS OF NOW, INTERNATIONAL AND DOMESTIC. OUR COMPETITIVE SETS, SEASONALITY, LIKE, SO JUST SOME BROAD TOURISM GENERALITIES. AND THEN WE WERE THINKING ABOUT SHOWING YOU GUYS WHAT WE'RE DOING FOR OUR WINTER MARKETING CAMPAIGN, WHICH I'M SURE YOU'RE ALL INCREDIBLY INTERESTED IN. WE, WE PROBABLY WON'T HAVE RESULTS UNTIL THE NEXT COUPLE MONTHS, BUT IT'LL BE NICE. SO, SO YOU GUYS CAN SEE WHAT WE'RE DOING AND HOW WE'RE TABULATING THE RESULTS OF THAT CAMPAIGN AND HOW WE'RE MEASURING THE SUCCESS OF IT. SO IF THERE'S THOSE AGENDA ITEMS SOUND GOOD TO YOU WITH, WITH YOUR PERMISSION, WE CAN MOVE FORWARD OR IF YOU WANNA SUGGEST OTHERS. YEAH. UH, I THINK THAT'S GREAT. UNLESS YOU GUYS, AND THEN YOU KNOW WHAT, IT CAN ALWAYS BE CHANGED IN ROUTE AS WELL, SO WE DON'T HAVE TO FIX IT. I DON'T THINK IN STONE RIGHT NOW. RIGHT. THERE'S SOME TIMELINE BEFOREHAND THAT WE, FOUR HOURS. WELL, I, I'M HOPING, HOPING TO GET THE AGENDAS OUT A WEEK PRIOR. OKAY. BUT THAT'S JUST MY OWN TIMELINE. I THINK IT DOES HAVE TO BE OUT 48 HOURS IN ADVANCE. RIGHT, RIGHT. BUT I LIKE TO GIVE MYSELF A LITTLE WIGGLE ROOM. OKAY. CAN I JUST ASK YOU A QUESTION? ARE YOU ANTICIPATING THE MEETINGS BEING TWO OR THREE HOURS LONG? I I BELIEVE WE'RE EXPECTING TWO HOURS YEAH. TO BE A NORMAL MEETING UNLESS THERE'S SOME SOMETHING CRAZY THAT WE WANT TO TRY TO ACCOMPLISH LIKE TODAY. YEAH. I MEAN, IT WENT TOO FAST. I HAVE TO SAY. IT DIDN'T, IT DIDN'T FEEL LIKE THREE HOURS TO ME AT LEAST. BUT, UM, WHAT WAS THE OTHER THING I WAS GONNA ASK? UH OH. UM, SO JUST WHAT DOES THE CITY EXACTLY SEE FOR THE TAB MOVING FORWARD IN TERMS OF WHEN YOU MIGHT ASK FOR ADVICE OR IF YOU ARE CREATING CERTAIN PROGRAMS OR CREATING CERTAIN COMPONENTS OF THE TOURISM PROGRAM AND THEN, UM, AND THEN ASKING FOR FEEDBACK OR WHAT EXACTLY DOES IT LOOK LIKE MOVING FORWARD? I THINK WE'RE GONNA BE ASKING FOR YOUR ADVICE THROUGHOUT ALL OF OUR PROGRAMS. WE'RE, WE'RE DEVELOPING, WE'RE GATHERING RESEARCH. WE ASK YOU FOR ADVICE. WE, WE GET MORE INFORMATION. WE DO A TRIAL. WE WE'RE DOING A MINI CAMPAIGN FOR OUR WINTER CAMPAIGN. WE'RE JUST PUTTING OUR TOE IN THE WATER, WE'RE SEEING WHERE IT GOES. BUT WE'VE ALSO, WE ALSO HAVE A CONTRACT WITH THE ARIZONA OFFICE OF TOURISM FOR THEIR RURAL CO-OP MARKETING PROGRAM. SO WE'VE SPENT $50,000. THE ARIZONA OFFICE OF TOURISM IS MATCHING THAT. SO TECHNICALLY WE HAVE A HUNDRED THOUSAND DOLLARS WORTH OF RESEARCH AND CREATING A WEBSITE AND MARKETING EFFORTS THAT WE'LL BE DOING MOSTLY IN THE SUMMER AND WELL BEFORE SUMMER. SO THAT WOULD BE, IT'D BE MAY AND, AND COMING UP THAT WAY. SO WE, WE WOULD WANT YOUR FEEDBACK. WE WANT YOUR ADVICE, WE WANT YOUR EXPERTISE. AND I BELIEVE THAT WE'RE VERY OPEN TO IT. WE'RE, WE'RE BRAND NEW AND WE, WE HAVE A LOT OF REALLY GREAT HELP BEHIND US, OUR CONSULTANTS, OUR AGENCIES. BUT THAT'S WHY YOU'RE HERE IS TO REALLY HELP US MOVE FORWARD AND GO IN THE RIGHT DIRECTION. IF I MAY, IF I MAY REAL QUICK, UM, HEATHER HERMAN, I OWN FRONT BURNER MEDIA AND I WORK WITH DIFFERENT DESTINATIONS ACROSS ARIZONA. SO BESIDES SEDONA, I WORK WITH PRESCOTT WILLIAMS AND COTTONWOOD, AND I'M SORRY, I JUST GOT BACK FROM GERMANY AND BESIDES TALKING TO 70 DIFFERENT TRAVEL AGENTS FOR HOURS ON END, I TOOK A COLD HOME AS MY SOUVENIR . SO, UM, THE PURPOSE OF A TOURISM ADVISORY BOARD OR TOURISM ADVISORY COUNCIL, [03:05:01] I HAVE ONE IN EACH OF THE COMMUNITIES THAT I WORK WITH. AND THE, THE SOLE PURPOSE IS TO BE ABLE TO COME TO YOU AS A PUBLIC BODY AND BE ABLE TO SHARE THESE THINGS THAT ARE BEING DONE ON A TOURISM ASPECT VERY OPENLY AND TRANSPARENTLY SO THAT THEY'RE, THE QUESTIONS IN THE COMMUNITY START TO BE ANSWERED. AND THE MAYBE THE WONDERINGS AND THE LITTLE CHIRPING IN THE BACKGROUND THAT TURNS INTO SOME ANGRY CHIRPING STARTS TO SUBSIDE AND PEOPLE START TO UNDERSTAND AND REALIZE THERE'S A WHOLE BIG PICTURE OUT THERE AND THERE'S A PLAN IN PLACE. AND IT'S NOT JUST CITY STAFF WHO ARE CARRYING IT OUT, BUT THERE ARE MEMBERS OF THE COMMUNITY WHO ARE INFORMED AND BEING PART OF THE PROCESS. SO WHEN WE COME TO YOU EACH MONTH AS AN EXAMPLE, NEXT MONTH, AND NOT ONLY ALL THOSE THINGS THAT WE'LL BE TALKING ABOUT, WE'LL GIVE YOU AN UPDATE ON WHAT JUST HAPPENED IN GERMANY LAST WEEK AND WHAT THE MESSAGE WAS TO THOSE PEOPLE AND HOW WE'RE PROMOTING THE FACT THAT WE WANT RESPONSIBLE VISITATION AND WHY WE'RE TARGETING GERMANY AS ONE OF THE LOCATIONS FOR INTERNATIONAL VISITORS TO COME TO SEDONA. SO ALL OF THAT INFORMATION WILL BE SHARED AT TAB MEETINGS AND IT'S GOING TO BE THE LOCATION WHERE YOU'RE ABLE TO SPEAK AND YOU COME IN AND IF YOU'VE GOT INFORMATION OR QUESTIONS FROM THE COMMUNITY, PEOPLE HAVE ASKED YOU AND YOU'RE LIKE, YOU KNOW WHAT? I DON'T KNOW THE ANSWER TO THAT. LET ME BRING IT TO THE NEXT MEETING AND LET'S A, LET'S TALK ABOUT IT ON THE RECORD. LET'S TALK ABOUT IT IN A FILM SETTING WHERE PEOPLE CAN GET THE INFORMATION RIGHT HERE, RIGHT NOW. SO IT'S A VERY TRANSPARENT WAY TO HAVE THIS WHOLE SITUATION SET UP AND TO BE ABLE TO SHOW FISCAL WISE, RESPONSIBLE USE OF THE FUNDS. AND I THINK YOU'RE ALL GOING TO BE AMAZED AT HOW MUCH GETS DONE WITH A, A SMALL GROUP OF PEOPLE, BUT ALSO IN A VERY TIMELY, EFFICIENT, AND EFFECTIVE MANNER. AND HAVING YOU ALL A PART OF THAT PROCESS MAKES IT EVEN BETTER. KEEGAN, I WAS JUST GONNA ASK ONE THING. YOU MENTIONED A OT THAT IS SOMETHING I THINK THIS BODY WOULD REALLY BENEFIT FROM UNDERSTANDING THE RELATIONSHIP BETWEEN A DMO AND THE A O OT, THE RESOURCES THEY BRING. SO IF THAT CAN BE AN I DON'T WANT IT NOW, I DON'T WANT IT OUT. THINK THAT'S A GREAT IDEA, RANDY. AND I'M MORE THAN HAPPY TO DO THAT. UH, I WORK WITH THE ARIZONA OFFICE OF TOURISM ON A DAILY BASIS AND UH, WAS JUST WITH THEM LAST WEEK. SO WE CAN, WE CAN ADD THAT INTO HOW THAT WORKS AND THE RELATIONSHIP THAT WE'VE BUILT AND EVERYTHING THAT GOES HAND IN HAND WITH THAT. GREAT SUGGESTION. THANK YOU. ANY OTHER AGENDA ITEMS THAT YOU THINK ARE NECESSARY FOR THIS? NOT FIRST MEETING, BUT FIRST MEETING. . . JANUARY. OKAY. SO JUST TO DOUBLE CHECK, GIMME A THUMBS UP IF YOU'RE OKAY WITH JANUARY 3RD. 3:00 PM 1, 2, 3, 4, 5, 6, 7 3 9. OKAY. I'LL CHANGE MY LIFE. NO . OKAY. I CANNOT BE HERE. I'LL CHANGE MY LIFE. IT'S FINE. ALL RIGHT. I'LL BE HERE. I CANNOT BE HERE. . I APOLOGIZE. AND I DO WISH WE COULD HAVE A ZOOM OFFICE. I KNOW. ME TOO. SO ARE WE READY TO MOVE TO THE VAULTY, UM, CONFERENCE ROOM? UH, I THINK THE WAY WE FORMALLY DO IT IS I ASK FOR A MOTION TO ADJOURN THE MEETING. AND SO SOMEBODY SO, SO MOVED. AND DO WE HAVE A SECOND? A SECOND. ALL IN FAVOR? AYE. AYE. ADJOURNED. * This transcript was created by voice-to-text technology. The transcript has not been edited for errors or omissions, it is for reference only and is not the official minutes of the meeting.