* 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.
          [00:00:01]
          ALL 
          [1. CALL TO ORDER, PLEDGE OF ALLEGIANCE, ROLL CALL]
RIGHT. 
          GOOD AFTERNOON. 
          HOPE EVERYBODY HAD A GREAT HOLIDAY. 
          UM, LET'S CALL THE, UH, BOARD MEETING OF THE TOURISM ADVISORY BOARD TO ORDER THIS AFTERNOON. 
          IT'S JANUARY 3RD, 2024, JUST AFTER 3:00 PM AND THE FIRST, UH, PART OF THIS IS JOINING ME AND THE PLEDGE OF ALLEGIANCE. 
          PLEDGE ALLEGIANCE, ALLEGIANCE DUE TO THE FLAG OF THE UNITED STATES OF AMERICA, AND TO THE REPUBLIC FOR WHICH IT STANDS. 
          ONE NATION UNDERGONE INDIVISIBLE. 
          JUSTICE FERRA. 
          I CAN'T EVEN SAY THAT. 
          SO I GO BACK TO THE, UH, OKAY. 
          AND THEN, UH, NEXT UP IS THE ROLL CALL, KAREN. 
          ALL RIGHT. 
          I HAVE CHAIR DAVID PRICE HERE. 
          VICE CHAIR JOHN FITZGIBBONS. 
          HERE. 
          ALI HASSAN OR HANSON? SORRY. 
          HERE. 
          ALTHEA JOHNSON. 
          EXCUSED. 
          RICHARD PEL. 
          HERE. 
          RANDY RA? HERE. 
          BOB PIKE. 
          HERE. 
          FRANCIS REMER EXCUSED. 
          DANIELLE SUNG HERE. 
          CRAIG SWANSON. 
          HERE. 
          AND RENEE TAYLOR. 
          SHE SAID SHE, SHE WILL BE HERE. 
          OKAY. 
          [2. ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF]
OKAY. 
          ITEM, UH, TWO ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF. 
          DID YOU GUYS HAVE ANYTHING OVER THERE? KEEGAN, ANYTHING YOU WANT TO SAY RIGHT AT THIS POINT? I DO. 
          OKAY. 
          SO I SENT YOU A EMAIL YESTERDAY THAT RECAPPED A FEW EVENTS COMING UP, BUT I LEFT OUT ANOTHER TWO EVENTS THAT ARE COMING UP IN JANUARY. 
          THERE ARE TWO COMMUNITY FORMS FOR THE COMMUNITY PLAN UPDATE. 
          IT IS NOW IN DRAFT FORM AND READY FOR PUBLIC COMMENT. 
          SO THESE TWO FORMS ARE TO ENTICE THE PUBLIC TO PARTICIPATE IN THAT DRAFT COMMENT SECTION. 
          THEY ARE BOTH AT THE SEDONA PUBLIC LIBRARY. 
          THE FIRST ONE IS JANUARY 6TH FROM 10 TO 1230, AND THE SECOND IS JANUARY 11TH, FROM FIVE TO 7:30 PM AND THEN, AS I NOTED IN THE EMAIL, THERE IS THE SEDONA LOING COUNCIL MEETING. 
          UM, JUST TO MAKE SURE WE DON'T HAVE A QUORUM OR, OR IF WE DO HAVE A QUORUM, WE'LL DO A PUBLIC NOTICE. 
          SO JUST LET ME KNOW IF YOU'RE GOING TO ATTEND THAT. 
          AND THEN THAT'S ON THE NINTH AT 8:00 AM AT THE SEDONA PUBLIC LIBRARY. 
          AND THEN THE LAST PART OF OUR INFORMATION GATHERING PORTION FOR THE TOURISM STRATEGIC PLAN AND FOR THE BRAND AND FUTURE MARKETING CAMPAIGNS IS A COMMUNITY TOURISM LISTENING SESSION THAT'S ON JANUARY 22ND FROM THREE TO 5:00 PM AT THE SEDONA PUBLIC LIBRARY AS WELL. 
          AND THERE THEY ARE THE SAME QUESTIONS THAT HAVE ALREADY BEEN ASKED. 
          SO IF YOU DO PLAN TO ATTEND, HOPEFULLY YOU CAN TAKE OFF YOUR BUSINESS TOURISM HAT AND SPEAK FROM YOUR RESIDENT HAT. 
          AND, UM, HOPEFULLY THEY MIGHT BE A LITTLE BIT DIFFERENT ANSWERS. 
          IF, IF NOT, THEN YOU, YOU'VE ALREADY EXPERIENCED THE QUESTIONS. 
          AND THAT'S IT FOR ME. 
          ANYTHING ELSE? UM, I JUST WANNA POINT OUT THAT WE DID POST FOR THE TOURISM MANAGER JOB. 
          UM, IT IS OPEN AND WE'LL HAVE THAT OPEN UNTIL FILLED ANY BOARD MEMBERS. 
          [3. CONSENT ITEMS]
OKAY. 
          UM, LET'S SEE HERE. 
          ITEM THREE CONSENT ITEMS. UH, THE ONLY CONSENT ITEM TONIGHT IS, OR THIS AFTERNOON, IS MINUTES FROM, UH, OUR MEETING ON WEDNESDAY, DECEMBER 6TH. 
          AND THE ONLY QUESTION I GOT THERE, ARE THERE ANY CORRECTIONS THAT NEED TO BE MADE TO THOSE MINUTES? OKAY, WITHOUT CORRECTIONS, THEN THEY'RE APPROVED. 
          UH, ITEM NUMBER FOUR, THE, UH, PUBLIC FORM. 
          THIS IS THE TIME FOR THE PUBLIC TO COMMENT ON MATTERS NOT LISTED ON THE AGENDA. 
          THE TOURISM ADVISORY BOARD, UM, MEMBERS MAY NOT DISCUSS ANY ITEMS THAT ARE NOT SPECIFIC, UM, ON THE, UH, THE AGENDA WHICH WE'RE HOLDING HERE IN OUR HANDS. 
          IT'S PUBLISHED, THEREFORE, PURSUANT TO AIR ARIZONA REVISED STATUTES 38, ATTACK 4 3 1 0.01 H. 
          ACTION TAKEN AS A RESULT OF ANY PUBLIC COMMENT, WILL BE LIMITED TO ADVISING STAFF TO STUDY THE MATTER, RESPOND TO ANY CRITICISM OR SCHEDULING THE MATTER FOR FURTHER CONSIDERATION AND DECISION AT A LATER DATE. 
          ARE THERE ANY MEMBERS OF 
          [00:05:01]
THE PUBLIC WISHING TO ADDRESS THE BOARD? AND I DON'T HAVE ANY CARDS, SO, NO. 
          OKAY. 
          ALL 
          [5.a. Principles of Conduct review - Kegn Moorcroft]
RIGHT. 
          ITEM FIVE. 
          UH, MOVING ON TO REGULAR BUSINESS. 
          AND SO FIRST ON THAT LIST IS THE PRINCIPLES OF CONDUCT REVIEW WITH KEEGAN. 
          I, ALRIGHT. 
          WE'VE, UM, GIVEN THIS QUITE A BIT OF THOUGHT, THEY CAN BE, YOU KNOW, OUR RULES OF CONDUCT, OUR PRINCIPLES OF CONDUCT, UH, WE'VE, WE'VE PUT TOGETHER JUST A LIST OF THINGS THAT WE HOPE WE CAN ALL DO TOGETHER, ACHIEVE TOGETHER GOALS THAT WE CAN, UM, PUT, PUT FORWARD AND PUT OUR BEST FOOT FORWARD AT ALL TIMES. 
          SO THIS WAS ALSO SENT IN AN EMAIL, AND IF YOU HAVE ANY COMMENTS OR QUESTIONS, NOW IS THE TIME. 
          OKAY. 
          AND THIS CAN ALWAYS BE A, OH, GO AHEAD. 
          NO. 
          OH, HAPPY. 
          OKAY. 
          THIS CAN ALWAYS BE A WORKING DOCUMENT. 
          IF, IF WE SEE SOMETHING THAT'S, UM, COMING UP THAT MIGHT NOT BE ADDRESSED HERE, WE CAN ALTER IT. 
          EVERYBODY'S GOOD WITH THAT. 
          NOBODY'S GONNA BE ARRESTED. 
          IT'S NOT A LEGAL DOCUMENT. 
          SO IT'S, IT IS A WORKING DOCUMENT. 
          HOPEFULLY IT'LL, UH, I THINK WE HAD A COUPLE OF MEMBERS GIVE US INPUTS ON THAT AND, AND, UH, YOU KNOW, JUST FROM PAST CORPORATE BOARDS OR ACADEMIA AND DIFFERENT BACKGROUNDS. 
          AND I DON'T THINK THERE'S, YOU KNOW, ANY ISSUES AMONGST US. 
          AND I THINK IT'S JUST GONNA BE A GREAT, UM, KIND OF GROUP AND FRIENDLY. 
          AND SO ANYWAY, BUT IF THERE'S ANY CHANGES, YOU KNOW, IN THE FUTURE, THEN LET US KNOW AND WE'LL, WE'LL ADD OR TAKE AWAY OR, YOU KNOW, IT'S NOT MEANT TO BE MOTHERHOOD OR ANYTHING. 
          [5.b. Review and discuss Symphony Data - Lauren Browne]
OKAY. 
          SO NEXT ON THERE, UH, REVIEW AND DISCUSS THE SYMPHONY DATA. 
          THAT'S OVER TO YOU, LAUREN. 
          YEAH, YEAH, YEAH. 
          IS THIS ON OUR WEBSITE? UH, KEEGAN, IS IT POSSIBLE TO GET IT ON THIS SCREEN AS WELL SO WE DON'T HAVE TO LOOK AT IT LIKE THIS? WE GO FIND OUT ABOUT THAT . 
          OH, NO. 
          DOWN. 
          IT MAYBE BETTER TO SIT DOWN THERE TODAY. 
          YEAH. 
          YEAH. 
          ALL WE GO. 
          IT WAS JUST AMAZING. 
          ,  DOING PRETTY GOOD. 
          I HATE YOURSELF. 
          SORRY. 
          I'LL FIX IT. 
          OKAY. 
          WHY CAN'T I OPEN POWER? OKAY, YOU GO. 
          GOOD. 
          OKAY, GREAT. 
          IT JUST TAKES A COUPLE SECONDS TO RECONNECT AND RECOGNIZE YOUR DEVICE, SO WE'RE GOOD. 
          OKAY. 
          YEAH. 
          THERE WE GO. 
          . 
          OKAY. 
          YOU'LL, YOU'LL BE A PRO BEFORE YOU GO. 
          YEAH. 
          ALRIGHT, HERE WE GO. 
          UM, SO GOOD AFTERNOON. 
          UM, I'M HERE TO TALK ABOUT, UM, THE SYMPHONY DATA THAT WE GET AND ALSO, UM, THE WINNER CAMPAIGN THAT WE HAVE LAUNCHED AND IS, UM, OUT THERE IN THE WORLD RIGHT NOW. 
          SO, UM, AS MOST OF YOU KNOW, WE HAVE CONTRACTED WITH A COMPANY CALLED SYMPHONY. 
          [00:10:01]
UM, THEY BASICALLY PUT TOGETHER A DASHBOARD AND THEY PULL DATA FROM ALL DIFFERENT TYPES OF PLACES, UH, AND GIVE US SOME REALLY INTERESTING REPORTS. 
          UM, I'VE KIND OF CHERRY PICKED SOME TO SHARE WITH YOU TONIGHT, AND YOU CAN TELL ME IF THESE ARE INTERESTING TO YOU OR NOT. 
          UM, AND, AND WE CAN WORK ON SETTING UP A, A MONTHLY DIGEST FOR YOU ALL SO THAT YOU ALL CAN GET THESE, UM, IN YOUR INBOX. 
          BUT, UH, BASICALLY WHAT I'M GONNA GO OVER TONIGHT IS THE, UM, TOURISM MARKET INDICATORS. 
          UM, THAT'S GONNA BE FOCUSED ON LODGING DATA THAT HAS BOTH, UM, INFORMATION ABOUT THE TRADITIONAL LODGING, UM, SO HOTEL LODGING AND ALSO SHORT-TERM RENTALS. 
          UM, I'M GONNA TALK ABOUT OVERNIGHT VISITOR DATA. 
          I'M GOING TO TALK ABOUT THE BOOKING PASTE TREND REPORT. 
          UM, SO YOU CAN SEE HOW WE'RE TRENDING COMPARED TO LAST YEAR AT THE SAME TIME. 
          UM, AND THEN, UM, GIVE SOME INFORMATION ABOUT CREDIT CARD SPEND AS WELL. 
          I HAVE A CAVEAT ABOUT ALL OF THIS DATA, AND IT'S THAT EACH DATA SOURCE HAS A, A HOLE IN IT THAT YOU CAN LOOK AT IT AND DECIDE, UM, WHY IT IS OR ISN'T GOOD OR COULD COLLECT DATA A DIFFERENT WAY. 
          AND, AND SO I JUST WANT TO PREFACE THIS WITH, I TRY NOT TO LOOK AT THE EXACT NUMBERS, BUT I LOOK AT THE TREND LINES, UM, AND I ENCOURAGE YOU TO DO THE SAME. 
          UM, AND SO AS WE, WE GO ALONG, JUST LET ME KNOW IF YOU HAVE ANY QUESTIONS. 
          UM, SO THE FIRST THING I WANNA SHOW YOU IS THE HOTEL PERFORMANCE SUMMARY. 
          NOW THIS IS NOT GOING TO BE WITH SHORT TERM RENTALS. 
          THIS IS GOING TO BE JUST WITH THE, THE HOTEL INDUSTRY. 
          UM, WE GET THIS INFORMATION FROM SMITH TRAVEL RESEARCH. 
          UM, HOTELS HAVE TO AGREE TO PROVIDE THEIR INFORMATION TO SMITH SMITH TRAVEL. 
          SO THIS IS NOT COMPREHENSIVE OF EVERY SINGLE HOTEL IN SEDONA. 
          AGAIN, IT'S JUST AN EXTRAPOLATION OF THOSE PARTICIPATING HOTELS. 
          UM, BUT WE CAN SEE THAT, UM, FROM THE PREVIOUS YEAR, OUR OCCUPANCY IS UP, THIS IS FOR NOVEMBER, BY THE WAY. 
          UM, WE CAN SEE THAT A DR IS UP FROM NOVEMBER LAST YEAR TO COMPARED TO NOVEMBER THIS YEAR. 
          REVPAR SUPPLY, DEMAND REVENUE, ALL OF THAT'S UPRIGHT. 
          UM, WHAT'S INTERESTING TO ME IS THAT THE YEAR TO DATE CHANGE, UM, FROM THE PREVIOUS YEAR IS THAT WE'RE SEEING THAT, UH, A DR IS DOWN AND REVPAR IS DOWN, WHICH MEANS ALSO THAT REVENUE IS GONNA DOWN BE DOWN FOR YEAR TO DATE. 
          THAT'S FOR OUR HOTELS. 
          THE OTHER THING THAT I FIND INTERESTING, UM, IS YOU'RE NOT GONNA SEE MY MOUSE, BUT THAT'S OKAY. 
          UM, IS THIS CHART HERE ON THE RIGHT, I LIKE TO LOOK AT THESE, UM, LINES AND SEE WHERE IN THE YELLOW, WHERE ARE WE PACING, UM, COMPARED TO KIND OF THAT HIGH WATERMARK OF 2021. 
          UM, AND THEN ARE WE ABOVE LAST YEAR? ARE WE BENEATH? AND YOU CAN SEE THAT WE JUST CROSSED ABOVE, UM, LAST YEAR IN OCCUPANCY. 
          OKAY, I SHOULD, UM, THIS IS GOING TO BE BROKEN OUT. 
          YOU CAN SEE ON THE BOTTOM LEFT YOU'VE GOT, UM, USING A, A DATA SOURCE CALLED KEY DATA. 
          IT'S GOING TO TELL YOU ABOUT OCCUPANCY, A DR AND REVPAR FOR OUR SHORT, SHORT-TERM RENTAL INDUSTRY. 
          THIS IS GOING TO BE OCTOBER. 
          I WASN'T ABLE TO PULL THE NOVEMBER REPORT, SO SORRY, THAT'S NOT AN APPLES TO APPLES COMPARISON OF WHAT YOU JUST SAW ON THE PREVIOUS SCREEN. 
          UM, BUT IT STILL GIVES YOU A GOOD IDEA. 
          THEN IN THE MIDDLE, YOU'RE GONNA GET THAT TRADITIONAL, UM, UH, LODGING PERFORMANCE FROM THE HOTELS. 
          AND THEN YOU'RE GONNA SEE THE AGGREGATE. 
          SO BOTH OF THEM COMBINED IN THAT FIRST CHART UP THERE. 
          UM, THIS PART RIGHT HERE, THE TOP BAR GRAPH IS INTERESTING TO ME BECAUSE IT SHOWS THE MARKET SHARE OF WHAT, UM, SHORT-TERM RENTALS IS COMPARED TO THE HOTEL INDUSTRY. 
          AND THEN, UM, THESE TWO LINES ARE GONNA SHOW HOW THEY'RE TRACKING AND THEN YOU CAN START TO SEE, OKAY, YOU KNOW, UM, SHORT TERM RENTALS, UH, KIND OF BID INTO THAT, UM, MARGIN OF THE HOTEL INDUSTRY OR MAYBE THEY'RE TRACKING TOGETHER, UM, MORE OR LESS THEY'RE TRACKING TOGETHER. 
          BUT YOU CAN SEE THERE ARE CERTAIN MONTHS WHERE, UH, IT GETS CLOSER, UM, THAN FURTHER. 
          GREAT. 
          SO IN NOVEMBER, OVERNIGHT VISITORS WERE AVERAGING ABOUT 2.4, UM, NIGHTS. 
          AND YOU CAN SEE OUR TOP VISITOR, UM, ORIGIN STATES IN THEIR CITIES. 
          UM, WHICH IS NOT SURPRISING. 
          OBVIOUSLY WE'RE GONNA HAVE ARIZONA AND PHOENIX BE OUR NUMBER ONE. 
          UM, BUT THEN YOU CAN SEE, UM, LA TUCSON, VEGAS, SAN DIEGO, DALLAS, CHICAGO, HOUSTON, DENVER, KIND OF CREEPING IN THERE. 
          UM, AND THIS IS FOR NOVEMBER. 
          UH, NOW WHAT'S INTERESTING IS THAT THESE CHANGE, UM, SEASONALLY, YOU KNOW, WE HAVE DIFFERENT, UM, VISITORS IN THE WINTER THAN WE DO IN THE SPRING. 
          UM, AND THE SAME AS AS ANY OTHER SEASON. 
          SO KIND OF INTERESTING, AT LEAST FROM A MARKETING STANDPOINT, WHEN I'M THINKING ABOUT WHERE WE'RE GONNA DO DESTINATION MARKETING, I'M LOOKING AT THESE LISTS AND SEEING, 
          [00:15:01]
UM, YOU'LL SEE WHEN I PULL UP THE WINTER CAMPAIGN, HOW I USE THIS DATA. 
          UM, YOU CAN ALSO SEE THAT THERE'S, UH, HOUSEHOLD INCOME, AGE, DEMOGRAPHICS, UM, AND THEN, UM, POINTS OF INTEREST. 
          UM, SEEING, YOU KNOW, IT'S NOT SURPRISING THAT MOST OF THEM ARE IN WEST SEDONA. 
          IT'S OUR BIGGEST, BIGGEST AREA, UM, FOLLOWED BY UPTOWN, UM, THE VILLAGE GALLERY ROW, FLAGSTAFF, OAK CREEK CANYON, SO ON AND SO FORTH. 
          THIS IS, YOU'RE RIGHT, THIS IS HURTING MY NECK. 
           . 
          UM, OKAY, SO HERE YOU CAN SEE, UM, THAT THE LENGTH OF STAY IS TRENDING UP COMPARED TO LAST YEAR. 
          UH, THAT YELLOW LINE, UM, FROM LAST YEAR MAKES ME NERVOUS. 
          THAT SOUNDS VERY UNPREDICTABLE. 
          AND THEN YOU CAN SEE THAT WE'VE, UH, CERTAINLY LEVELED OUT IN 2023, WHICH IS, UH, NICE TO SEE. 
          UM, AND THEN THIS IS THE, THE FUTURE BOOKING PASTE REPORT. 
          THIS IS REALLY INTERESTING BECAUSE YOU CAN SEE, UM, OF THE COMING WEEKS AND MONTHS, HOW ARE WE PACING COMPARED TO LAST YEAR IN TERMS OF FUTURE BOOKINGS. 
          UM, ALL OF THOSE, YOU KNOW, GRAPHS ABOVE THE, UM, 0% MARK ARE ALL GOOD, INDICATING THAT, UH, COMPARED TO LAST YEAR WERE DEFINITELY GONNA BE UP. 
          I DON'T KNOW WHAT IS HAPPENING HERE. 
          I TRY TO LOOK AT IT BEFOREHAND. 
          UM, WHAT MAGIC HOLIDAY IS HAPPENING HERE, BUT INTERESTINGLY, THIS IS, UM, THIS IS EASTER FROM LAST YEAR. 
          SO, YOU KNOW, THERE ARE SOME THINGS TO CONSIDER WHEN YOU LOOK AT THESE. 
          UM, AND JUST KNOW THAT SOMETIMES WHEN YOU SEE A, A MASSIVE UP OR A MASSIVE DOWN, IT MEANS THAT, UH, MAYBE THERE WAS A HOLIDAY WEEKEND. 
          THIS WAS EASTER, UM, LAST YEAR COMPARED TO THIS YEAR. 
          UM, WHICH EASTER IS ON, IT'S EARLIER, I THINK IT'S LIKE APRIL, NO, END OF MARCH. 
          IS IT? I DON'T KNOW. 
          I EVEN GOOGLED THIS BEFORE I CAME AND I'VE ALREADY FORGOTTEN IT. 
          BUT MARCH 31ST. 
          OKAY, MARCH 31ST IS GONNA BE IN THIS RANGE, WHICH MIGHT BE WHY WE HAVE THAT BIG OF A BUMP THERE, BUT INTERESTING NONETHELESS, TO SEE WHERE WE'RE PACING FROM LAST YEAR. 
          THIS IS GONNA BE OUR CREDIT CARD SPEND DATA. 
          UM, AND WHAT I WANNA CAVEAT THIS INFORMATION WITH IS THAT THIS IS IN MARKET SPEND. 
          UM, SO THERE'S AN ASTERISK HERE ON LODGING. 
          UM, THAT IS BECAUSE HOW MANY OF US BOOK HOTELS ON SITE? NOT MANY, RIGHT? WE ALL DO IT AHEAD OF TIME. 
          SO THAT'S NOT GONNA BE CAPTURED IN THIS, IN THIS REPORT. 
          THIS IS IN SEDONA CREDIT CARD SWIPES. 
          UM, SO LODGING IS ALWAYS GOING TO BE SIGNIFICANTLY LOWER. 
          LIKE THESE ARE PROBABLY, UM, ROOM INCIDENTALS AND, AND THOSE FEW PEOPLE THAT BOOK ON SITE, BUT JUST KNOW THAT THAT'S NOT A, UM, THAT IS NOT REFLECTIVE OF BED TECHS AT ALL. 
          UM, BUT YOU KNOW, IT, IT GETS SOME INFORMATION. 
          UM, THAT'S INTERESTING. 
          KIND OF LIKE BEFORE WITH THESE, WHERE THESE PEOPLE WHO ARE SPENDING THE MONEY COMING FROM, UM, HOW OLD ARE THEY? WHAT'S THEIR HOUSEHOLD INCOME? UM, WAYS TO HELP, UM, MARKET WHEN WE DO DESTINATION MARKETING OR IN MARKET MARKETING AS WELL. 
          OH, OKAY. 
          THAT'S IT ON THE DATA. 
          BUT DOES THIS DATA INTEREST YOU, DOES THIS HELP YOU MAKE MORE INFORMED DECISIONS? OKAY, SO I'M SEEING LOTS OF NODS. 
          YES. 
          EXCUSE ME, I HAVE A QUESTION. 
          OF COURSE MIGHT BE ABLE, UM, AN EARLIER SLIDE, YOU SHOWED LOCATION DATA. 
          MM-HMM. 
           ACROSS THE COUNTRY. 
          UM, WHAT SOURCE OF DATA WAS THAT THAT SHOWED THAT? WAS THAT THE CREDIT CARD DATA? TELL ME WHICH SLIDE IT WAS AND I CAN, THIS ONE RIGHT HERE? YEAH, THE ONE THAT SHOWED THE SORT OF THE HEAT MAP OF THE LOCATIONS OF PEOPLE COMING. 
          AND YOU ALSO SAID SECONDARILY THAT THE SPRING IS DIFFERENT THAN THE FALL BUMPS. 
          SO JUST KIND OF CURIOUS IF YOU CAN FOLLOW THROUGH ON WHERE THEY CAME FROM AND HOW DID YOU DETECT THAT? UM, SO THIS IS GOING TO BE, THIS IS CREDIT CARD SPEND DATA. 
          OKAY. 
          UM, I CAN GET YOU THE INFORMATION ON WHAT CREDIT CARDS ARE ACTUALLY BEING TRACKED BECAUSE IT IS A CERTAIN AMOUNT. 
          I'M NOT, THIS IS JUST AN EXAMPLE, BUT, YOU KNOW, UM, MAYBE WE'RE TRACKING VISA AND MASTERCARD, BUT WE'RE NOT TRACKING AMEX OR SOMETHING LIKE THAT. 
          SO I CAN GET YOU THAT INFORMATION 'CAUSE I DON'T KNOW IT, BUT WOULD YOU EXPECT THAT TO CHANGE THE DATA SIGNIFICANTLY DEPENDING UPON WHICH CARD WAS USED OR JUST GENERICALLY? UM, OURS IS A, IS A COMBINATION OF SEVERAL TYPES OF CREDIT CARDS. 
          I JUST DON'T KNOW WHAT EXACTLY ONES, BUT I CAN'T BREAK IT OUT. 
          THIS AMERICAN MIX WOULD MAKE A DIFFERENCE THOUGH. 
          I'M SORRY, THAT'S ONE WASN'T, I DON'T, I DON'T, UM, I MEAN IF I THINK ABOUT, HANG ON, IF I THINK ABOUT AN AMERICAN EXPRESS, YOU KNOW, THEY'RE PROBABLY GOING TO BE SPENDING MORE MONEY AND SO IT MIGHT CHANGE IT, BUT NONETHELESS, THIS IS AN 
          [00:20:01]
EXTRAPOLATION OF YOUR AVERAGE PERSON WHO'S IN SEDONA. 
          OKAY. 
          THANK YOU. 
          YEAH. 
          THIS IS ALSO, THEY'RE ALSO, IF YOU NOTICE THE SOURCE AT THE BOTTOM LEFT, THEY'RE ALSO USING NEAR, WHICH NEAR IS PULLING FROM THIS, RIGHT? SO IT'S ALL COMING FROM YOUR CREDIT CARD TRACKING, UM, FROM YOUR CELL PHONE TRACKING. 
          SO ALL OF THOSE HEAT MAPS ARE PULLING FROM THE ACTUAL USAGE OF CELL PHONES AND THEY'RE PULLING FROM, UM, ZIP CODES, PHONE NUMBERS AND AREA CODES AND THEY'RE PULLING OUT YOUR LOCAL DEMOGRAPHIC FROM THAT. 
          SO LOOK, OUR LOCAL RESIDENTS, LIKE I LIVE IN THE VILLAGE, THEY'RE PULLING AND MAKING SURE THAT MY NUMBER IS NOT INCLUDED IN THAT BACK AND FORTH TRAFFIC AND WHERE I'M IN RELATION TO ALAKA P**I, NORTH WEST, SEDONA AND UPTOWN. 
          RIGHT. 
          SO, SO THE SUMMARY IS THAT YOU THINK THIS IS PRETTY GOLDEN DATA THEN IT'S IN THE SENSE THAT IT'S SHOWING YOU A REALLY GOOD LOCATION FROM WHERE PEOPLE ARE COMING TO FROM. 
          IT'S DEFINITELY, AND I CAN TELL YOU THAT WITH THE ASSOCIATED DEMOGRAPHICS FOR SURE NEAR IS BEING USED INDUSTRY-WIDE WISE IT'S BEING USED ACROSS ALL MARKETS. 
          I USE NEAR FOR ALL OF MY CLIENTS. 
          AND I CAN TELL YOU THAT THE ARIZONA OFFICE OF TOURISM USES THEM AS WELL. 
          SO IN ALL OF YOUR MAJOR DESTINATION, LAS VEGAS USES IT, LOS ANGELES, NEW YORK CITY. 
          SO IT'S GOING TO GIVE YOU VERY ACCURATE INFORMATION. 
          SO THE QUALITY OF WHAT YOU'RE SEEING THEN YES. 
          AND WHAT'S REALLY INCREDIBLE ABOUT THE NEAR PLATFORM, WHEN I LOG ON, I CAN ACTUALLY PULL A DATE AND A TIME AND COMPARE IT FROM YEAR OVER YEAR TO BE ABLE TO SEE WHO'S IN MARKET IN AT A TIME AND A PLACE, JUST AS AN EXAMPLE, UM, ROUTE 66 AND WILLIAMS, WHEN WE DO THE CHRISTMAS PARADE FOR EXAMPLE, I LIKE TO BE ABLE TO PULL THAT INFORMATION YEAR OVER YEAR TO BE ABLE TO SEE ALL OF OUR MARKETING EFFORTS. 
          WHAT DID THAT MEAN AND WHAT DID THAT EQUATE TO? OBVIOUSLY IT'S GONNA CHANGE BASED ON TIME OF YEAR AND SEASONALITY AND IF THERE'S SNOW ON THE GROUND AND ALL OF THAT. 
          BUT I LIKE TO SEE WHO'S COMING IN. 
          ARE WE REACHING MORE THAN JUST OUR PHOENIX DRIVE MARKET OR IS IT TO THOSE AREAS THAT WE ALSO REACHED OUT TO AND MARKETED TO OUTSIDE THE STATE OF ARIZONA? SO YOU'RE GONNA GET SORT OF A QUASI ROAS FOR EVERY, EVERY MARKET THAT ABSOLUTELY. 
          YOU'RE TARGETING TO, ABSOLUTELY. 
          OKAY. 
          YEAH. 
          AND WHAT'S NICE ABOUT IT IS YOU CAN ALSO CROSS COMPARE ANOTHER DESTINATIONS RIGHT. 
          AGAINST YOUR EVENT TOO. 
          SO YOU CAN GET A GOOD SIDE BY SIDE. 
          OKAY. 
          THANK YOU FOR EXPLAINING LAUREN. 
          YEAH, I I ALSO WANNA CLARIFY IT IS, THIS IS NOT CREDIT CARD SPEND DATA. 
          I THOUGHT IT WAS, IT WAS THE WRONG SLIDE. 
          SO, UM, HEATHER IS RIGHT THAT THIS IS NEAR, THIS IS NEAR AND THEN THIS IS, UM, USING THE CENSUS BUREAU, UM, IS HOW THEY'RE DETERMINING WHERE THESE PEOPLE ARE, UM, WHAT THIS HOUSEHOLD INCOME, WHAT EACH AGE GROUPS AND WHAT THEIR RACE IS. 
          UM, IS THIS DATA RESTRICTED TO, UH, THE US OR INTERNATIONAL AS WELL? I MEAN, I DON'T SEE ANY UP HERE AND I KNOW IT'S BEEN LOW. 
          IS IT JUST NOT LOW ENOUGH? THIS IS CURRENTLY DOMESTIC ONLY. 
          DOMESTIC TRAVEL. 
          YES. 
          AND THE OTHER QUESTION I HAVE IS THESE, THIS IS VERY HELPFUL DATA. 
          MM-HMM. 
           IT WOULD BE BETTER IF WE GOT IT AHEAD OF TIME AND CERTAINLY CAN WE GET A COPY? DEFINITELY. 
          THE HOLIDAYS HAVE BEEN, UH, I DID, I JUST GOT OVER COVID. 
          I FEEL YOU. 
          YES. 
          OKAY. 
          YEAH. 
          YEAH. 
          IS THERE ANY POSSIBILITY FOR MEMBERS OF THIS BOARD TO BE ABLE TO ACCESS THAT DATA TO JUST SORT OF FIGURE OUT WHAT YOU COULD DO WITH IT, HOW YOU CAN SLICE IT AND DICE IT? THERE ARE SO MANY CAVEATS TO EVERY SINGLE PAGE. 
          I HAVE BEEN TRAINING ON THIS WEEKLY FOR MONTHS TO TRY AND UNDERSTAND WHAT IT IS AND WHAT IT ISN'T. 
          AND SO IT'S NOT THAT I'M PROTECTIVE OF THAT. 
          WE ARE, I JUST WANNA MAKE SURE THAT YOU HAVE TO LOOK AT IT WITH THE EDUCATION OF WHERE DO WE GET THIS DATA, HOW IS IT, HOW DO WE GET IT? I AM PUTTING TOGETHER A PUBLIC DASHBOARD THAT WILL BE INTERACTIVE. 
          GOOD. 
          SO THAT MIGHT BE INTERESTING. 
          UM, BUT I JUST WANNA MAKE SURE THAT, THAT LIKE EVEN THAT, UM, EVEN THAT CHART WITH THE, WITH THE IN MARKET SPEND ON CREDIT CARD, IF YOU DON'T KNOW THAT IT'S ONLY IN MARKET SPEND 'CAUSE YOU DON'T SEE A TINY ASTERISK, YOU KNOW, THE DATA DOESN'T MAKE AS MUCH SENSE. 
          SO THAT'S WHAT I'M THINKING THAT WE'LL BE PUTTING TOGETHER. 
          LIKE I SAID, THAT MONTHLY, UM, UH, EMAIL WHERE I'LL SEND YOU ALL OF THESE, UM, AND THAT YOU CAN HAVE THEM AHEAD OF TIME SO THAT IT CAN OBVIOUSLY MAKE BETTER DECISIONS BY THE TIME YOU GET HERE TO THE MEETING. 
          TALKING TO DATA GEEKS HERE. 
          SO WE LOVE DATA. 
          GOOD. 
          SORRY. 
          NO, IT'S GOOD. 
          AND WE LIKE RAW DATA TOO. 
          SO GOOD. 
          , IS THERE ANYTHING ELSE ON YOUR MIND THAT YOU WISH YEAH. 
          ON YOUR DASHBOARD? UM, IT SOUNDS TO ME LIKE YOU CAN ACTUALLY CALCULATE REPEAT CUSTOMERS OR REPEAT TOURISTS. 
          MM-HMM. 
           EVERY YEAR. 
          MM-HMM MM-HMM. 
          , UH, IT WOULD BE INTERESTING TO MAP THAT ON YOUR DASHBOARD OVER TIME. 
          MM-HMM. 
          [00:25:01]
. 
          UH, BECAUSE I THINK THAT IF, IF IT GOES DOWN, THERE'S CERTAIN ASSUMPTIONS YOU CAN MAKE FROM THAT IF IT'S GOING UP. 
          UM, AND ALMOST EVERY PRODUCT CATEGORY, REPEAT CUSTOMERS ARE THE MOST IMPORTANT. 
          MM-HMM. 
          . 
          YEAH. 
          ALL OUR COST OF ACCESS. 
          YEAH. 
          RIGHT. 
          AND IT IS SAYING, AND ARE YOU WANTING REPEAT CUSTOMERS ON OVERNIGHT STAYS OR JUST IN GENERAL? LIKE DAY IN GENERAL? TRIPPERS AS WELL. 
          JUST IN, I THINK IN GENERAL. 
          YEAH. 
          I CAN DO BOTH DAY TRIPPERS AND, AND IT MIGHT BE INTERESTING TO PLOT IT OUT NIGHT STAYS, UM, BY DISTANCE, YOU KNOW, SO DAY TRIPPERS VERSUS OTHER, UH, OR, YOU KNOW, UH, PEOPLE FROM FARTHER AWAY THAN PHOENIX. 
          MM-HMM? . 
          MM-HMM. 
          . 
          MM-HMM. 
          . 
          YEP. 
          I DON'T KNOW IF I CAN DO THAT, BUT I'LL LOOK. 
          OKAY. 
          DO, DO YOU KNOW IF IT GIVES YOU THE ABILITY TO IDENTIFY WHERE THEY'RE COMING FROM, FROM DISTANCE FROM SEDONA? ZERO TO 200 MILES. 
          200 TO 400 MILES. 
          400? IT WOULD BE INTERESTING TO SEE KIND OF A CONCENTRIC RING TYPE OF VIEW OF WHERE, HOW FAR PEOPLE ARE COMING FROM TO GET HERE. 
          I DON'T THINK THEY GIVE A GRAPHIC DISPLAY OF THAT. 
          THEY ONLY GIVE IT IN THE FORM OF THE CITY'S OKAY. 
          LISTED. 
          I MEAN, WE KIND OF HAVE THAT WITH THAT HEAT MAP, BUT NOT, NOT EXACTLY. 
          THAT'S AIRPORT. 
          DIDN'T THE CITY HAVE SOMETHING LIKE THAT WHEN THEY WERE DISCUSSING THE PARKING GARAGE? THEY HAD THE DISTANCE THAT PEOPLE WERE TRAVELING 50 MILES OR MORE, UM, SOME SORT OF DATA. 
          HE SOUNDED LIKE HE WANTED LIKE A GRAPHIC OF TO SHOW HOW FAR PEOPLE WERE COMING. 
          I MEAN, I COULD DO THE MATH ON THAT AND JUST TELL YOU HOW MANY MILES PEOPLE ARE COMING FROM, BUT, AND KIND OF, I THINK I, I CAN SHOW YOU WHAT WE HAVE AND YOU CAN LET ME KNOW IF THAT CHECKS THE BOX OR NOT , BUT LAUREN, DO ANY OF THE, UH, DATA SOURCES, YOU MIGHT HAVE ALREADY SAID THIS AND I MISSED IT. 
          UM, TELL YOU WHAT THE MODE OF TRANSPORTATION IS FOR THE TOURIST. 
          ARE THEY FLYING? ARE THEY RENTING A CAR? ARE THEY DRIVING? I, I DON'T KNOW IF IT, IF THE METADATA DRILLS DOWN INTO THAT KIND OF A NO, IT DOESN'T. 
          I DON'T HAVE DATA ON HOW THEY GOT HERE. 
          UM, I HAVE INFORMATION ON AIRPORT, AIRPORT THROUGHPUT, BUT I DON'T HAVE A CORRELATION ON HOW MANY OF THOSE PEOPLE ACTUALLY ENDED UP IN SEDONA OWNER. 
          SO IT'S ONLY AS INTERESTING AS YOU CAN GUESS, YOU KNOW, YOU'RE LIKE, OKAY, I CAN SEE HOW MANY PEOPLE CAME FOR THE PHOENIX AIRPORT. 
          I CAN SEE THAT'S INCREASING. 
          ONE WOULD GUESS THAT WOULD MEAN WE WOULD INCREASE TOO, BUT IT DOESN'T GIVE ME THE CORRELATION THAT JUST BECAUSE THEY PINGED IN PHOENIX, THEY PINGED UP HERE AS WELL. 
          AND, UH, THIS IS DOMESTIC ONLY. 
          WILL YOU HAVE ACCESS AND WILL WE BE ABLE TO SEE DATA ON INTERNATIONAL TRAVEL AND VISITATION? I CAN, I CAN LOOK FOR THAT. 
          YEAH, BECAUSE I MEAN, THAT'S A FOCUS I THINK, UM, UH, FOR THE BOARD AND FOR OUR, FOR THE DMO. 
          SO I'D BE CURIOUS TO SEE HOW WE'RE DOING ON THAT. 
          OKAY. 
          MM-HMM. 
           BEYOND HEATHER'S REPORT. 
          MM-HMM. 
           YOU'RE TAKING MINUTES. 
          RIGHT? BUT WE HAVE, WE HAVE ACCESS TO THE, I KNOW, I JUST WANTED TO MAKE SURE YOU WERE TAKING NOTES. 
          I WAS ABOUT TO TAKE A NOTE THAT I'M LIKE, I THINK YOU'RE DOING IT FOR ME, . 
          OKAY. 
          SO FEEL FREE TO FOLLOW UP WITH ME, EMAIL, CALL, STOP BY MY OFFICE. 
          UM, WE CAN LOOK AT IT TOGETHER, FIGURE OUT IF THERE'S SOMETHING ELSE THAT WOULD BE PARTICULARLY INTERESTING TO THE BOARD. 
          MM-HMM,  AWESOME START DAVE. 
          I JUST WANNA MAKE SURE THAT, UM, IF ANY OF THE PUBLIC WANTS TO SPEAK IN BETWEEN OUR REGULAR BUSINESS AGENDA ITEMS THAT YOU ALLOW THEM TO. 
          OH, OKAY. 
          SO WE'RE, WE KIND OF HAVE TWO PRESENTATIONS OVER FIVE AGENDA ITEMS. SO JUST TO LET YOU KNOW BEFORE WE, IF, IF THEY HAVE ANYTHING TO SAY AND THEY, THEY'VE GIVEN A COMMENT CARD, JUST DO THE, YEAH, JUST CALL FOR THAT. 
          OKAY. 
          THANK YOU. 
          NOTHING, RIGHT, . 
          THANKS. 
          [5.c. Review and discuss Winter Marketing Campaign - Lauren Browne]
ALL RIGHT. 
          SO I'D LIKE TO GO OVER THE, THE WINTER CAMPAIGN THAT'S CURRENTLY RUNNING. 
          UM, WE, UM, DERIVED THE CAMPAIGN AUDIENCE, UM, FROM THE TOP VISITOR LOCATIONS IN THE FOUR YEAR LOOK BACK WINDOW. 
          SO EXACTLY WHAT, UM, I WAS SAYING HOW I USED THAT DATA I LOOKED AT, UM, COMPARED TO FOUR YEARS AGO. 
          UM, AND THEN COMPARING THIS TO CREDIT CARD SPENDING DATA, BECAUSE THE LAST THING I WANNA DO IS BRING A BUNCH OF PEOPLE HERE WHO DON'T ACTUALLY SHOW UP IN OUR CREDIT CARD, SPEND INFORMATION, UM, AND CAME UP WITH THE FOLLOWING MARKETS, WHICH 
          [00:30:01]
WAS CHICAGO, NEW YORK, MINNEAPOLIS, SAN DIEGO AND LAS VEGAS. 
          UM, AND THEN EMERGING MARKETS OF SEATTLE, SAN FRANCISCO, DENVER, AND THEN DURANGO SANTA FE AND PARK CITY GOT THROWN IN THERE BECAUSE THEY HAVE, UM, AN AUDIENCE THAT IS, UH, SYMPATHETIC TO OUR MESSAGING HERE. 
          UM, THEY'RE GOING THROUGH SIMILAR ISSUES IN THEIR OWN LOCATIONS AND WE KNOW THAT THEY COME HERE, UM, DURING THE WINTER. 
          SO WE CALLED THE CAMPAIGN, UM, SUNSHINE DESPAIR. 
          AND THE GOAL WAS THAT, UH, WE COULDN'T PROMISE WARMTH, BUT WE COULD PROMISE SUNSHINE. 
          UM, THERE WERE THREE TYPES OF AUDIENCE. 
          THERE'S A LOOKALIKE AUDIENCE, SO THAT'S BASED ON A PROFILE OF PAST VISITORS, UM, WHO STAYED AT S HOTELS. 
          UH, THEIR INTEREST AREAS ARE SHOPPING AND OUTDOOR ADVENTURE. 
          AND THEY ARE AND WILL BE SERVED ADS ON SITES THAT THEY VISIT OR APPS THAT THEY USE. 
          SO WE'LL GO TO THEM WHERE THEY, WHERE THEY ARE VISITING, UM, PAST VISITORS, UM, TO TARGET THE REPEAT CUSTOMERS WHO STAYED IN SEDONA IN WINTER MONTHS. 
          AND THEN, UM, RE-SURGING ADS TO ANYONE WHO LANDS ON OUR WEBSITE. 
          SO IF YOU LAND THERE, THEN WE'LL RE-SERVE YOU ADS, UM, 1, 2, 5, 10 TIMES. 
          UM, BOOKING WINDOWS CONTINUE TO SHORTEN. 
          THAT'S WHY WE RAN THE CAMPAIGN BETWEEN NOVEMBER 15TH AND FEBRUARY 1ST FOR THE FLIGHT MARKET, WE'RE SEEING ANYWHERE FROM THREE TO SIX WEEKS FOR A FLIGHT MARKET TRIP, WHICH IS PRETTY DARN SHORT. 
          UM, AND THEN FOR A DRIVE MARKET IT CAN BE ONE TO TWO WEEKS. 
          UM, SO THAT CAMPAIGN IS, THAT STARTED ON NOVEMBER 15TH, AND UM, IT WILL END ON FEB, UH, FEBRUARY 15TH. 
          WHAT I WANTED TO MAKE SURE AND DO WAS, UM, BE ABLE TO FEEL GOOD ABOUT, UM, SAYING THAT WE DID NOT DRIVE PEOPLE HERE IN THE SPRING WHEN WE ALREADY HAVE LOTS OF PEOPLE. 
          WE HAD THREE OUTCOMES WITH THE CAMPAIGN. 
          IT'S TO INCREASE OUR WEB VISITS, UM, TO DO A VISITATION ATTRIBUTION REPORT, WHICH, UM, I'LL SHOW YOU A LITTLE BIT OF. 
          UM, AND THAT INCLUDES AN ECONOMIC IMPACT. 
          UM, THIS WAS SPECIFICALLY BECAUSE I WANT TO BE ABLE TO PROVE TO COUNCIL, AT LEAST IN THIS WHAT I'M CALLING A MINI MINI MARKETING CAMPAIGN, THAT YOU CAN DO A, A ADVERTISING CAMPAIGN THAT IS COMPLETELY TRACKABLE, UM, AND SHOWS A RETURN ON INVESTMENT. 
          AND SO THIS IS, UM, IF THE RESULTS FROM THIS CAMPAIGN WILL SHOW US IF YOU WERE SERVED THIS AD, IF YOU ACTUALLY ENDED UP IN SEDONA AND HOW LONG YOU STAYED. 
          UM, AND THEN OF COURSE ROOM NIGHT GENERATION TO SUPPORT OUR LOCAL BUSINESSES. 
          LAUREN HAD A QUESTION. 
          UM, IS IT POSSIBLE TO CROSS REFERENCE OUR TARGET CITIES WITH FLIGHTS IN NAPOLEON FLAGS? STOP. 
          THERE'S ONLY I THINK TWO CITIES TO FLY DIRECT, BUT A, A FLIGHT TO PHOENIX DOESN'T DO US ANY GOOD IN TERMS OF GETTING CARS OFF THE ROAD. 
          A FLIGHT TO FLAGSTAFF SINCE ONLY 15% OF THE TRAFFIC COMES NORTH TO SOUTH AND IT'S A MUCH SHORTER DRIVE. 
          MM-HMM. 
          , UM, COULD, COULD, UM, HELP, UH, DRIVE VISITOR VISITATION? MM-HMM. 
           WITH LESS TRAFFIC. 
          MM-HMM. 
          . 
          SO IS THAT SOMETHING WE'VE LOOKED AT? UM, IT'S NOT SOMETHING THAT WE LOOKED AT WITH THIS CAMPAIGN. 
          UM, WE DIDN'T CARE IF THEY FLEW IN, YOU KNOW, WHICH AIRPORT WE DIDN'T TARGET. 
          UM, THAT AS PART OF OUR AUDIENCE, BUT IT'S NOT, THAT'S NOT TO SAY IT'S NOT SOMETHING WE CAN'T, UM, LOOK AT IN THE FUTURE. 
          HEY LAUREN, IS THERE A, UH, CORRELATION BETWEEN, UH, AND I'M JUST ASSUMING THERE IS 'CAUSE IT'S KIND OF INTUITIVE, BUT AS A GUY THAT'S NOT A LODGING GUY, I DON'T KNOW, UM, BETWEEN THAT PLANNING HORIZON, YOU KNOW HOW FAR OUT THEY MAKE THAT RESERVATION AND HOW MANY NIGHTS THEY STAY AT, IT SEEMS THAT IT'D BE INTUITIVE THAT THE SHORTER THAT PERIOD IS THE SHORTER THE NIGHTS THEY WOULD BE ABLE TO, YOU KNOW, RESERVE. 
          I MEAN, GOOD QUESTION. 
          I CAN'T ANSWER THAT. 
          I DON'T HAVE THAT INFORMATION, BUT IT'S A VERY GOOD QUESTION THAT I WOULD YEAH, YOUR LOGIC MAKES SENSE. 
           ENGINEER, BUT THAT DOESN'T MEAN IT MAKES SENSE IN THE TRAVEL WORLD. 
          . 
          UM, SO THIS IS WHAT WE CALL CREATIVE, UM, WHICH IS THE, THE ADVERTISING THAT WAS CREATED. 
          WE HAD LOTS AND LOTS OF DIFFERENT, UM, ADS AND DIFFERENT SIZES, BUT THESE WERE THE FOUR THAT THEY WERE ALL CREATED FROM AND THEN THEY VARIED IN SIZE FROM THERE. 
          I WOULD LIKE TO, UM, MAKE THIS INTERACTIVE TODAY AND PULL YOU ALL TO SEE WHICH ONE DO YOU THINK IS DOING THE BEST. 
          WHICH ONE DO YOU THINK IS GETTING THE MOST CLICKS? ARE WE PICKING FROM FOUR EIGHT? I CAN'T FIGURE IF IF IT'S THE SAME. 
          SO IT'S, IT'S ONE CONCEPT AND IT'S, IT'S A GIF SO IT FUNCTION. 
          YEAH. 
          AND SUNSHINE ALL ARE ON AND SUNSHINE TO SPARE. 
          THAT'S RIGHT. 
          SO THE, THE BACKSIDE OF EACH ONE IS IN THE SAME RELATIVE ORDER. 
          OKAY. 
          YES. 
          [00:35:01]
THAT'S HOW IT LOOKS ON, ON THE WEBPAGE. 
          IT'S ACTUALLY A, A ANIMATED AD. 
          OKAY. 
          I VOTE FOR TRAILS TO SPARE. 
          OKAY. 
          VIEWS THAT INSPIRE. 
          OKAY. 
          SHOPS,  SHOPS. 
          OKAY. 
          VIEWS. 
          VIEWS. 
          VIEWS. 
          SUNGLASSES. 
          VIEWS. 
          I SAY VIEWS TOO. 
          RICHARD, DID WE HEAR FROM YOU? YOU'RE STILL THINKING? WELL, KIND OF MATCHING. 
          I'M KIND OF MATCHING TO MY STUFF WE DO AS WELL. 
          'CAUSE WE DO SIMILAR TYPES OF THINGS, UH, VIEWS. 
          AND DID WE HEAR FROM YOU, BOB? NO. 
           DON'T WANNA EMBARRASS MYSELF. 
          CHICKEN . 
          I HAVE NO IDEA. 
          THAT'S WHY YOU TEST. 
          YEAH. 
          VIEW IT'S CORRECT. 
          VIEWS IS, IS GETTING, UH, THE MOST SUCCESSFUL, THE IS THE FIRST WORD IN ALL THESE THINGS, WHICH IS A VIEW. 
          YEAH. 
          SO I HAVE VERY INITIAL RESULTS. 
          I WANNA JUST PREFACE THIS WITH, I HAVE THREE WEEKS WORTH OF DATA. 
          SO , RIGHT? THIS STARTED ON NOVEMBER 15TH AND I HAVE DATA TO THE FIRST WEEK OF DECEMBER. 
          UM, AND SO WHEN YOU LOOK AT THOSE BOOKING WINDOWS, YOU KNOW, I, I JUST WANNA MAKE SURE THAT WE ALL, UM, UNDERSTAND THAT. 
          SO THESE ARE THE RESULTS THAT I HAVE SO FAR. 
          UM, THERE WERE 302 TRIPS THAT WERE GENERATED THAT DOESN'T EQUATE TO PEOPLE. 
          UM, AND THAT, UM, OUR DEMOGRAPHICS ARE SAYING THAT ON AVERAGE PEOPLE ARE COMING WITH, UH, THREE TO FIVE PEOPLE. 
          SO JUST KEEP THAT IN MIND. 
          WHEN I SAY TRIPS, UM, THAT MEANS NOT PEOPLE. 
          UM, BUT THE, UM, TOP DESTINATION WAS SAN DIEGO, FOLLOWED BY SAN FRANCISCO, CHICAGO, NEW YORK, SEATTLE, DENVER, AND MINNEAPOLIS. 
          UM, AND OF THOSE TRIPS THERE WERE 201, UM, ROOM NIGHTS THAT WERE BOOKED. 
          UM, AND OF THOSE PEOPLE WHO STAYED IN ROOMS, IT WAS PEOPLE FROM SAN DIEGO, CHICAGO, SAN FRANCISCO, DENVER, NEW YORK, SALT LAKE CITY, AND MINNEAPOLIS. 
          SO THAT'S WHAT I HAVE SO FAR. 
          IT'S VERY LIMITED BECAUSE I WAS HESITANT TO BRING TOO MUCH, UM, WITH ONLY THREE WEEKS OF DATA. 
          BUT THAT'S WHAT I HAVE. 
          SO, AND THIS IS AFTER THANKSGIVING. 
          DID, DID THE WINDOW OF TIME START AFTER THANKSGIVING? NO, NOVEMBER 15TH. 
          NOVEMBER 15. 
          OKAY. 
          THE FIRST WEEK OF DECEMBER. 
          SO DECEMBER 6TH I THINK IS THE LAST TIME I HAVE THE UPDATE. 
          AND THEY'RE, WHEN ARE THEY BOOKED AGAIN? DURING THIS WINDOW? THESE ARE PEOPLE WHO SAW THAT AD BETWEEN NOVEMBER, SO, BUT, BUT WHEN ARE THEY ACTUALLY COMING? I FORGET, RIGHT? THEY'VE ALREADY COME. 
          OH, THEY'VE ALREADY BEEN HERE. 
          YES. 
          SO THE OTHER 101 TRIPS THAT DID NOT PRODUCE ROOM NIGHTS, JUST DROVE THROUGH, CAME IN, SAW SEDONA, MAYBE STAYED AT GRAND CANYON. 
          MM-HMM. 
          . 
          OKAY. 
          AH, IS THERE ANY AGE DATA OR ANYTHING THAT COMES WITH THIS? LIKE ARE THESE FAMILIES? ARE THEY, THERE WILL BE . 
          OKAY. 
          OKAY. 
          GOT IT. 
          YEAH, THE LAST THING I WANNA DO IS, IS PUT UP DATA AND THEN IT DRASTICALLY CHANGES THE NEXT TIME THAT YOU SEE IT BECAUSE IT'S, IT'S MORE HOLISTIC AND IT'S ALL OF IT, SO. 
          GOT IT. 
          YEAH, I COULD SEE THE HEADING IN THE PAPER, YOU KNOW, , , BUT THAT'S ALL I HAVE ON THE, ON THE WINTER MARKETING CAMPAIGN. 
          NOW YOU'RE UP TO DATE. 
          I GOT THIS YESTERDAY. 
          SO . 
          UM, AND THEN, LIKE I SAID, I'M, I'M USING THIS TO, TO PROVE TO CITY COUNCIL THAT, UM, YOU CAN DO MARKETING THAT HAS A VERY DIRECT RETURN ON INVESTMENT, HOPING TO BUILD SOME OF THAT TRUST, UM, SO THAT WE CAN, UM, DO MORE ROBUST DESTINATION MARKETING AND MANAGEMENT AS WE GO DOWN THE ROAD. 
          LAUREN, JUST A QUESTION FOR YOU. 
          UM, I DID WATCH THE SEPTEMBER 26TH WHERE YOU GUYS WERE INTRODUCING THIS CAMPAIGN AND GOT THE INITIAL RESULTS FROM COUNCIL, WHICH WAS VERY POSITIVE. 
          EVERYBODY SEEMED TO LOVE IT. 
          UM, IF YOU CAN PROVE THIS TO 'EM, IS THERE A TIMEFRAME THAT WE'RE THINKING ABOUT TRYING TO DO A SUMMER CAMPAIGN FOR THE SLOWER SUMMER SEASON AS WELL? YEAH. 
          SO WHAT'S, UM, WE'RE KIND OF GETTING INTO THE SAME SITUATION THAT WE HAD WITH THE WINTER CAMPAIGN WHERE, UM, WE WILL HAVE THE, UM, RESULTS FROM DVA ON BRANDING APRIL, MAY-ISH. 
          SO I'M TRYING TO FIGURE OUT, UM, AND, AND PART OF THEIR CONTRACT IS AFTER THEY GET THE BRAND DEVELOPED, IS TO PUT TOGETHER, UM, A ROBUST MARKETING PLAN AND THEN A DESTINATION MARKETING CAMPAIGN THAT GOES WITH IT. 
          AND SO I'M TRYING TO, WHEN YOU WORK BACK THE DATES ON THE CALENDAR, UM, AND WHEN EVERYTHING IS DUE, ESPECIALLY FOR A CITY COUNCIL MEETING, IT BECOMES VERY TIGHT. 
          SO I'M, WITHIN THE NEXT COUPLE MONTHS I'LL BE DECIDING ARE WE GONNA DO ANOTHER MINI CAMPAIGN AS I'M CALLING IT, WHERE I'M, I'M KIND OF DOING IT BEFORE WE GET 
          [00:40:01]
ALL OF THAT BRANDING INFORMATION BACK FROM DVA, UM, OR AM I GONNA TRY AND, YOU KNOW, SHOOT THE GAP AND CREATE THAT PERFECT WINDOW WHERE I HAVE, UM, SOME BRANDING, MAYBE EVEN JUST CONCEPTS FROM DVA AND I CAN GO FROM THERE AND CREATE ANOTHER CAMPAIGN KNOWING THAT THEY'LL BE, UM, MAYBE DOING A, A WINTER CAMPAIGN, YOU KNOW, DOWN THE ROAD. 
          BUT TIMING IS, UH, TIMING IS CHALLENGING. 
          WHEN I START TO THINK ABOUT, TO PUT IT IN FRONT OF CITY COUNCIL TO GET THEIR FEEDBACK, IT HAS TO COME TO YOU ALL FIRST. 
          SO, I MEAN, YOU CAN, YOU CAN DO THE MATH ON, IF WE WANNA BRING HERE, BRING PEOPLE HERE IN THE SUMMER, THAT MEANS WE WANNA START ADVERTISING IN MAY. 
          ADVERTISING DEADLINES ARE GONNA BE IN APRIL, WHICH MEANS COUNCIL NEEDS TO SEE IT IN MARCH, WHICH MEANS YOU NEED TO SEE IT IN FEBRUARY. 
          SO THAT SOUNDS LIKE A MINI CAMPAIGN. 
          SOUNDS LIKE A MINI CAMPAIGN. 
          SOUNDS LIKE A MINI CAMPAIGN. 
          IT'S A SAFE TO ASSUME THAT WE WILL HAVE A SUMMER CAMPAIGN. 
          I WOULDN'T SAY ANYTHING IS SAFE,  SAFE IS NOT THE WORD I WOULD USE. 
          UM, BUT I AM OPTIMISTIC THAT, UM, WE WILL BE ABLE TO SHOW GOOD RESULTS FROM THIS CAMPAIGN AND THAT WHAT I BRING TO YOU AS THAT MINI CAMPAIGN WILL BE POSITIVE FROM YOU ALL. 
          AND THEN I CAN TAKE THAT TO CITY COUNCIL AND THEY CAN FEEL GOOD ABOUT IT TOO. 
          THANK YOU. 
          YEAH. 
          QUESTION? YEAH. 
          UM, THE DVA, UM, WORKOUT PUT IN, IN THE BRANDING CAMPAIGN, UM, THIS IS THE QUALITATIVE QUESTION SO YOU DON'T HAVE TO REALLY ANSWER IT. 
          HOW COOKED DOES IT HAVE TO REALLY BE FOR YOU TO FEEL LIKE YOU CAN PUT SOMETHING IN ON PIECE OF PAPER? YOU SAID I DIDN'T HAVE TO ANSWER IT, BUT, WELL, I KNOW YOU DON'T. 
          I MEAN, IT'S, IT'S ANSWER IT BECAUSE YOU KIND OF DID THE MINI THING AND SAY, WELL, IF IT'S NOT COOKED ENOUGH, YOU KINDA GAVE YOURSELF THE OUT. 
          I TOTALLY UNDERSTAND AND YEAH. 
          AGREE WITH YOU WHY IT WOULD DO THAT, BUT THERE'S A QUALITATIVE ASPECT TO ANY BRANDING CAMPAIGN AND, YOU KNOW, YOU HAVEN'T REALLY RUN IT THROUGH A WHOLE LOT OF TESTING. 
          SO WHATEVER YOU DO FIRST IS GONNA BE THE FIRST TEST, RIGHT? RIGHT. 
          WHETHER IT'S WINTER, SPRING, FALL OR WHATEVER. 
          RIGHT. 
          YEAH. 
          I, I FEEL PRETTY GOOD ABOUT, ABOUT BEING ABLE TO PUT SOMETHING TOGETHER THAT STILL IS INFORMED BY THE BRAND THAT DVA IS COMING UP WITH. 
          WELL, THEY HAVE, YOU KNOW, GIVEN ME AN OFFICIAL REPORT WITH A STAMP THAT YOU GUYS ALL, YOU KNOW, GAVE THE THUMBS UP ON. 
          I DON'T THINK THAT TIMING'S GONNA WORK OUT PERFECTLY, BUT IT WOULD HAVE TO BE INFORMED BY WHATEVER'S GOING TO BE COMING OUT OF THAT. 
          OKAY. 
          AND SO WE'LL BE GETTING, UM, BOTH DVA AND RAGIO WILL BE COMING IN FEBRUARY TO DISCUSS, UM, WHAT THEY HEARD AND ALL OF THEIR RESEARCH. 
          AND THAT'S KIND OF THE BEDROCK FOR, UM, BOTH GIOS STRATEGIC PLAN THAT WE'LL BE GETTING IN MARCH. 
          UM, AND THEN FOR DVAS, UM, YOU KNOW, THEY'LL BE USING THAT AS THEIR KIND OF FOUNDATION BLOCK FOR THE BRAND. 
          SO I, I'LL HAVE A GOOD IDEA OF WHAT THEY'RE LEANING TOWARDS. 
          WILL IT BE THE, THE PERFECT SLOGAN WITH THE PERFECT LOGO, YOU KNOW, THOSE TYPES OF THINGS. 
          I MIGHT HAVE TO WAIT UNTIL WINTER FOR THAT, BUT, BUT, BUT IT SOUNDS LIKE YOU'VE SET THE BAR KIND OF HIGH FOR THEM IN TERMS OF WHAT THEY HAVE TO DO BY FEBRUARY THOUGH, RIGHT? IN TERMS OF THE DELIVERABLES THAT I JUST SAID? YEAH. 
          UM, IT'S FOLLOWING THEIR SCHEDULE. 
          YEAH. 
          SO THEY'RE, THEY'RE ON BOARD WITH IT. 
          OKAY. 
          YEAH. 
          THANK YOU. 
          THANK YOU FOR ANSWERING IT. 
          YOU'RE BET. 
          WHAT ELSE? OKAY, WELL, LIKE I SAID, I'VE GOT A, I'VE GOT AN OPEN DOOR, SO IF YOU HAVE QUESTIONS GOING FORWARD, LET ME KNOW. 
          THANKS LAUREN. 
          UM, OKAY, SO NEXT IS HEATHER HERMAN WITH YOUR PRESENTATION. 
          [5.d. Tourism 101: Past, present and future - Heather Hermen]
TAKE IT BACK. 
          HUH LAUREN, WHILE THAT'S GETTING SET UP, I DO HAVE, UH, SOMETHING I JUST WONDERED ABOUT. 
          HAVE YOU THOUGHT ABOUT DOING ANY SORT OF AB TESTING WHERE IN THE SAME MARKET YOU HAVE DIFFERENT VARIATIONS MM-HMM. 
           OF THE PRESENTATION TO SEE WHICH ONE IS MORE SUCCESSFUL? YEAH. 
          UM, DVA SPECIFICALLY HAS, HAS TALKED ABOUT THAT AND HOW THEY USE THAT, 
          [00:45:01]
UM, AS PART OF THEIR WHATEVER CAMPAIGN THEY'RE GONNA LAUNCH. 
          GREAT. 
          YEAH. 
          LAUREN, UH, DO YOU HAVE ACCESS TO EMAILS, UH, THAT HAD BEEN RECEIVED BY THE CHAMBER IN THE PAST FOR ADDITIONAL INFORMATION FOR OUR BROCHURE, UH, FOR ANY INFORMATION LIKE THAT? UM, REPHRASE YOUR QUESTION. 
          WHAT DO YOU MEAN? UM, WELL, I'M THINKING, YOU KNOW, YOU'RE, YOU'RE FOCUSING ON, UM, YOU KNOW, UH, ONLINE ADVERTISING RIGHT NOW. 
          UH, BUT WHAT ABOUT EMAIL MARKETING ARE, ARE YOU DOING ANYTHING WITH PAST VISITORS WITH PEOPLE WHO HAD PREVIOUSLY EXPRESSED INTEREST IN COMING TO SEDONA? UH, BECAUSE THAT GROUP IS, IS, UH, A LITTLE BIT WARMER. 
          MM-HMM. 
          , UH, TOWARDS SEDONA THAN JUST, YOU KNOW, WE'RE COLD CALLING ONLINE. 
          RIGHT. 
          UM, AND PART OF THAT IS IN THAT AUDIENCE THAT WE CREATE IN OUR MARKETING, UM, WE CAN IDENTIFY, IT'S CREEPY. 
          THESE CELL PHONES ARE CRAZY. 
          WE CAN IDENTIFY A LOT ABOUT A PERSON IF THEY'VE BEEN HERE BEFORE AND THEN WE CAN RETARGET THEM. 
          SO WE CAN DO IT THAT WAY. 
          BUT I DO NOT HAVE ACCESS TO THE CHAMBER'S EMAIL LISTS THAT WOULD TELL ME IF THEY HAD BEEN HERE BEFORE. 
          DO YOU THINK THEY'D BE WILLING TO SHARE THAT LIST? PROBABLY NOT. 
          I THINK THEY PROBABLY THINK THAT'S PROPRIETARY. 
          THEY'VE BEEN VERY GRACIOUS, UM, IN MANY WAYS AND SHARING INFORMATION. 
          UM, I THINK AN EMAIL LIST WOULD PROBABLY, THEY WOULD PROBABLY THINK THAT THAT WAS THEIR PROPRIETARY INFORMATION. 
          WHAT ABOUT, UM, EMAILS OF PEOPLE WHO SPECIFICALLY ASKED FOR THE SEDONA BROCHURE THAT THE CITY PAID FOR AND PAID DELIVERY OF AND SO FORTH? SO IS THERE A SUBSET? I DOUBT IT MIGHT BE WORTH ASKING. 
          IT IT'S, YEAH, IT'S NOT THAT YOUR QUESTION ISN'T VALID, UM, I CAN CERTAINLY ASK, BUT I, I THINK THAT THEY'RE GOING TO SAY THAT THEIR EMAIL LIST, JUST LIKE THEIR WEBSITE AND MANY OF THOSE ASSETS ARE THEIRS WORTH A QUESTION TO 'EM AND IT'S IN THEIR BEST INTEREST. 
          IF, IF WE, IN FACT, IF THAT, IF THAT LIST IS SIGNIFICANTLY MORE RESPONSIVE, WHICH I EXPECT IT WOULD BE, THEN THAT WORKS TO THEIR ADVANTAGE FOR US TO UTILIZE IT. 
          YEAH, YEAH. 
          WE DID ASK ABOUT, YOU KNOW, WEBSITE ASSETS AND THESE SORTS OF THINGS AND IT WOULD, THEY WERE PROTECTIVE OF THAT. 
          SO, UM, I IMAGINE THEY'LL BE THE SAME WITH THEIR, WITH THEIR EMAIL LISTS, BUT I CAN CERTAINLY ASK. 
          YEAH. 
          IT'S ALSO EASIER TO SET UP TEST AND CONTROL WITH A EMAIL LIST THAN IT IS ONLINE. 
          MM-HMM. 
           UNDERSTOOD. 
          I HAVE A QUESTION. 
          UM, WITH THAT DATA, IS THERE ANY WAY, OR DO YOU, CAN YOU THINK OF ANY WAY TO KIND OF COMPARE HAD YOU NOT ADVERTISE WITH SOME OF THOSE PEOPLE STILL COME, YOU KNOW, LIKE COMPARE THAT I'M THINKING ABOUT IT. 
          I DON'T THINK SO. 
          WHAT I CAN DO. 
          NO, NO I CAN'T. 
          IT'S LIKE I CAN'T SET UP TWO, TWO UNIVERSES, ONE IN WHICH THEY COME AND ONE IN WHICH THEY DON'T. 
          AND THEN MEASURE IT AGAINST EACH OTHER. 
          MAY, MAY, MAYBE YOU COULD HAVE A, SOME SORT OF, UM, I DON'T KNOW, QUESTIONNAIRE OR SOME MM-HMM. 
          SOME WAY. 
          I MEAN THAT'S ALL I CAN THINK OF. 
          BUT YEAH, WE DO. 
          UM, I THINK WE'LL BE PLANNING, SO WE JUST DID A VISITOR INTERCEPT SURVEY, UM, AND UH, I PLAN ON DOING THOSE FREQUENTLY TO KEEP A PULSE ON WHAT OUR VISITORS ARE THINKING. 
          THIS ONE WAS GEARED MORE TOWARDS, UM, OUR BRAND AND HOW THEY'RE FEELING IN THE DESTINATION AND, AND MORE TOWARDS KIND OF SOME OF THESE STRATEGIC PLANNING TYPE OF THOUGHTS. 
          BUT IT DOESN'T MEAN THAT IN THE FUTURE SOMETHING COULDN'T BE ASKED LIKE THAT ON A VISITOR INTERCEPT SURVEY, YOU KNOW, WOULD YOU HAVE COME IF YOU WOULDN'T HAVE SEEN SOMETHING OR YOU KNOW, THAT TYPE OF, IS THAT WHAT YOU'RE THINKING? YEAH, EXACTLY. 
          QUESTION. 
          YEAH. 
          ON THAT NOTE, CAN YOU TRACK WHO SEARCHED FOR SEDONA, SEARCHED FOR SEDONA AND THEN BOOKED, OR WHETHER OR NOT THAT AD CAME UP FOR THEM BECAUSE THEY WERE LOOKING FOR A DESTINATION? MAYBE NOT SPECIFICALLY SEDONA. 
          SO BOOKING IS INTERESTING. 
          UM, NO, I DON'T THINK I CAN DO THAT. 
          WHAT A HOTELIER COULD DO IS THEY CAN LOOK INTO THEIR OWN ANALYTICS AND DECIPHER HOW THEY BOOKED. 
          DID THEY COME THROUGH, UM, SEARCHING OR DID THEY COME THROUGH 
          [00:50:01]
A BOOKING, UH, YOU KNOW, A THIRD PARTY BOOK BOOKING OR OBVIOUSLY, YOU KNOW, YOU HAVE THE DATA IF YOU BOOKED FOR YOURSELF, BUT ME, MYSELF RUNNING THIS CAMPAIGN, I'M NOT GONNA BE ABLE TO TELL IF THEY GOOGLE SEARCHED SEDONA AND ALSO BOOKED. 
          ARE YOU SAYING AND ALSO SAW OUR AD Y YEAH, LIKE ALL THREE OF THOSE, IF IT WAS AN ORGANIC SEARCH OR IF THEY WERE SERVED AN AD. 
          SO YOU WOULD BE ABLE TO TELL BASED ON THE BOOKING IF IT CAME FROM AN ORGANIC SEARCH, AND THEN WE WOULD BE ABLE TO TELL BASED ON THE AD THAT THEY WERE SERVED. 
          IF THEY BOOKED. 
          MAYBE THAT'S, UH, SOME STATISTICS THAT WE CAN PROPOSE TO THE LODGING COUNCIL IF THE HOTEL, HES WOULD BE WILLING TO SHARE THAT. 
          I KNOW, I WOULD. 
          THANK YOU. 
          I WOULD LOVE THAT. 
          ALRIGHT, WE READY FOR TOURISM 1 0 1? OKAY. 
          PAST, PRESENT, AND FUTURE. 
          SO A LOT OF THIS YOU ALREADY KNOW, YOU KNOW, ABOUT THE HISTORY OF THE CHAMBER OF COMMERCE AND TOURISM BUREAU AND HOW THEY HANDLE DESTINATION MARKETING AND HOW THEY RECEIVED THE 0.5% FOR THE BED TAX ALLOCATION AND THAT IT WAS MEMBERSHIP FOCUSED AND THAT THE NEW DMMO IS NOT MEMBERSHIP FOCUSED. 
          THERE'S NO MEMBERSHIP REQUIREMENT IN ORDER TO PARTICIPATE. 
          SO YOU ALSO KNOW THE TIMELINE MOST LIKELY OF HOW THE TOURISM BUREAU ENDED THE AGREEMENT WITH A LETTER ON APRIL 5TH. 
          AND THEN ON MAY 10TH WAS WHEN THEY DECIDED TO HAVE THIS TOURISM ADVISORY BOARD AND DISCUSS THAT AND CREATED AND AGREED, ALL OF THEM UNANIMOUS UNANIMOUSLY AGREED THAT, UM, YOU WERE ALL VITAL TO THIS ROLE. 
          AND THEN ON JULY 1ST WAS WHEN THE CITY OF SEDONA OFFICIALLY BECAME THE DESTINATION MANAGEMENT AND MARKETING ORGANIZATION FOR THE DESTINATION. 
          SO THE DIFFERENCE BETWEEN DESTINATION MANAGEMENT AND MARKETING AND BUSINESS, IT REALLY IS TRULY THE BACKBONE OF A DESTINATION AND MARKETING AND PROMOTING IT. 
          IT IS WHAT DRIVES PEOPLE HERE. 
          IT'S WHAT SENDS OUT THE INVITATION. 
          BASICALLY CONSIDER WHAT THE DMMO DOES IS THEY'RE WRITING OUT THAT BEAUTIFUL INVITATION AND SENDING IT OUT TO THE WORLD AND ASKING PEOPLE TO COME HERE. 
          AND THEY'RE NOW PUTTING SOME CAVEATS TO THAT. 
          WHEN PEOPLE ARE SVP, THEY'RE ASKING THEM TO PLEASE BE RESPECTFUL AND TO CONSIDER EVERYTHING THAT THEY'RE DOING WHILE THEY'RE HERE AND TAKING THE RESPONSIBILITY OF PLANNING THIS PARTY, WHICH TAKES PLACE IN SEDONA ON A MUCH MORE SERIOUS LEVEL. 
          IT DOESN'T MEAN THAT THE DESTINATION MANAGEMENT AND MARKETING ORGANIZATION IS RESPONSIBLE FOR BRINGING VISITORS DIRECTLY TO SPECIFIC BUSINESSES. 
          THAT IS NOT WHAT DESTINATION MARKETING IS. 
          IT IS BRINGING THEM TO THE AREA. 
          AND THEN FROM THERE, THE VISITORS MAKE THEIR DECISION ABOUT WHERE THEY GO AND WHAT THEY DO. 
          SO THAT'S WHERE ALL OF OUR PARTNERS BUSINESSES COME IN TO PARTICIPATE WITH US AND MAKE SURE THAT THEY HAVE A PRESENCE ON THAT SCENIC SEDONA.COM WEBSITE AND PARTICIPATE WHEN WE REACH OUT TO YOU. 
          SO WHEN MYSELF OR KEEGAN REACHES OUT AND SAYS, HEY, WE HAVE THIS GREAT JOURNALIST THAT'S COMING INTO TOWN AND THEY WANNA EXPERIENCE X, Y, AND Z, WE LOVE IT WHEN PEOPLE RESPOND TO US AND RESPOND TO OUR EMAILS AND OUR PHONE CALLS. 
          AND WHEN WE ASK YOU FOR IMAGES OF YOUR PROPERTY OR YOUR BUSINESS, WE'RE BUILDING AN ENTIRE DATABASE SO THAT WE HAVE ALL OF THAT INFORMATION AT OUR FINGERTIPS. 
          BECAUSE AS OF RIGHT NOW, I CAN TELL YOU THAT THE INQUIRIES THAT I RECEIVE ON A DAILY BASIS ARE NUMEROUS PEOPLE ASKING FOR, WHETHER IT JUST BE AN IMAGE OF SEDONA OR CAN YOU TELL ME HOW TO GET IN TOUCH WITH X, Y, Z BUSINESS? SO WE NEED TO HAVE ALL OF THAT INFORMATION. 
          AND YOU PERSONALLY, AS, UM, BOARD MEMBERS AND BUSINESS OWNERS, IF YOU CAN REACH OUT TO ME AFTER THIS MEETING, I WOULD LOVE TO HAVE INFORMATION FROM YOUR BUSINESSES. 
          AND I, AND MORE IS ALWAYS BETTER BECAUSE WE CAN NEVER HAVE TOO MUCH CONTENT. 
          THE MORE CONTENT WE HAVE, THE BETTER WE CAN DO OUR JOB TO PROMOTE THE DESTINATION. 
          SO YOU ALL KNOW THERE'S NO MEMBERSHIP, THERE'S NO MEMBERSHIP BOUNDARIES. 
          WE ARE RESPONSIBLE TO WORK WITH THE LICENSED BUSINESSES AND THOSE THAT ARE GENERATING TAX REVENUE. 
          AND RIGHT NOW THAT FALLS WITHIN THE CITY LIMITS. 
          AND WE DO WORK IN PARTNERSHIP WITH COMMUNITIES OUTSIDE OF THE AREA. 
          AND WE WILL SAY THAT WE GET REQUESTS FROM, YOU KNOW, SOMEONE WILL REACH OUT TO US AND SAY, I WANNA KNOW ABOUT THESE PROPERTIES FOR, SAY, AS A JOURNALIST, FOR EXAMPLE, UM, WE HAD A JOURNALIST CONTACT US ABOUT A STORY AND THEY SAID, WELL, I WANNA KNOW ABOUT LEBERTS, AMBI, BEYONCE, AMARA, AND ENCHANTMENT. 
          WE DON'T SAY ENCHANTMENTS OUTTA THE CITY LIMITS, SO WE CAN'T HELP YOU. 
          WE DO PUT THEM IN TOUCH WITH THEM. 
          WE HAVE THEIR CONTACT INFORMATION, WE WORK WITH THEM, WE MAKE SURE THAT THEY'RE IN THE LOOP. 
          SO 
          [00:55:01]
IT'S NOT AS IF WE'RE SAYING THIS IS THE WALL AND IT'S SHUT OFF BECAUSE OUR VISITORS, WHEN THEY COME TO SEDONA, THEY DON'T LOOK AT IT AS THIS IS JUST THE BOUNDARIES, THIS IS JUST THE CITY LIMITS. 
          THEY VIEW IT AS I'M COMING TO A DESTINATION, I WANT TO COME TO AN AREA AND EXPERIENCE IT. 
          SO WHEN WE LOOK AT WHAT WE'RE DOING IN THE FUTURE, YOU ALREADY JUST GOTTA, YOU JUST GOT A REALLY GREAT OVERVIEW OF THE DATA DRIVEN DECISION MAKING THAT WILL TAKE PLACE FROM HERE ON OUT. 
          THESE TOOLS THAT ARE IN PLACE ARE SOMETHING THAT HAVEN'T BEEN AVAILABLE OR READILY AVAILABLE EVER BEFORE. 
          UH, AS A FORMER EMPLOYEE OF THE SONO CHAMBER OF COMMERCE AND TOURISM BUREAU, I WAS THE DIRECTOR OF PUBLIC RELATIONS THERE FOR THREE YEARS. 
          AND WE DIDN'T HAVE THESE TOOLS. 
          WE DIDN'T HAVE THESE TOOLS AND RESOURCES AT OUR FINGERTIPS. 
          AND NOW THE CITY HAS TAKEN ON THE RESPONSIBILITY OF BEING THE DMMO AND TAKEN IT VERY SERIOUSLY AND INVESTED IN THE TOOLS THAT ARE GOING TO HELP MAKE DATA-DRIVEN DECISION PROCESSES. 
          SO ALL OF THESE, ALL OF THESE ARE VITAL, AMAZING RESOURCES. 
          YOU'RE GOING TO GET MORE INFORMATION THAN YOU PROBABLY EVER THOUGHT YOU COULD GET ABOUT VISITATION TO SEDONA. 
          ONE OF MY FAVORITES ON THAT LIST IS AGILITY PR. 
          I USE THAT AS A PUBLIC RELATIONS PROFESSIONAL ON A DAILY BASIS. 
          I CAN GO IN THERE AND SEARCH WHENEVER ONE OF MY CLIENTS IS MENTIONED BY NAME. 
          I CAN, AND IT'S NOT JUST DOMESTICALLY, IT'S INTERNATIONALLY. 
          I CAN PULL WHEREVER IT'S BEEN PUBLISHED, WHETHER IT BE SOCIAL MEDIA, UH, ONLINE IN PRINT, IT TELLS ME THE ADVERTISING VALUE EQUIVALENCY. 
          YOU'LL SEE THAT IN ABBREVIATIONS. 
          A VE TELLS US WHAT THE DOLLAR VALUE IS IF WE WERE TO BUY THOSE THINGS AND RUN THOSE ADS. 
          SO YOU'RE GOING TO SEE WHEN WE GET SOMETHING PUBLISHED, WE LIKE TO PROMOTE THAT. 
          WE LIKE TO TELL THE WORLD ABOUT THAT. 
          AND WE SEND THAT OUT TO OUR MEMBERS AND WE SAY, BECAUSE YOU HELPED US IN PARTICIPATION WITH THIS, HERE'S A LINK TO THIS ARTICLE. 
          HERE'S A COPY OF THIS ARTICLE. 
          THIS IS HOW MANY PEOPLE READ IT. 
          THIS IS THE ADVERTISING VALUE EQUIVALENCY. 
          THIS IS WHAT IT WOULD'VE COST IF YOU HAD RUN THAT AD OR THAT SPACE IN THAT PUBLICATION. 
          SO THE TOOLS ARE THERE AND THEY'RE GOING TO BE USED FROM HERE ON OUT IN THE DECISION MAKING PLANS WHEN IT COMES TO THE TRAVEL INDUSTRY AND WHAT'S GOING ON WITH, UH, THE MEDIA DATABASE. 
          WE USE MEDIA LEAD DEVELOPMENT. 
          SO WE KEEP OUR OWN LIST OF WHO CONTACTS US IN TERMS OF WANTING TO WRITE A STORY OR CONSIDERING A STORY, WHETHER THAT BE PRINT, ONLINE, EVEN SOCIAL INFLUENCERS. 
          WE'VE GOT A DATABASE THAT WE KEEP TRACK OF. 
          EVERYONE WHO REACHES OUT TO US, WE WRITE EXTENSIVE NOTES ON THAT ABOUT WHETHER WE TOOK THEM OUT FOR A MEAL, WHETHER ONE OF OUR PARTNERS HOSTED THEM FOR SOMETHING. 
          SO IT'S ALL KEPT IN A VERY ORGANIZED STRUCTURE AND WE'LL START TO BUILD A MEDIA DATABASE FROM THAT AS WELL. 
          TRAVEL, TRADE ALSO, SAME THING. 
          WE KEEP A VERY EXTENSIVE LIST OF ALL THE TRAVEL TRADE PROFESSIONALS THAT WE WORK WITH AND BUILD THAT DATABASE WITH THEM AND ANY INTERACTIONS THAT WE'RE HAVING. 
          AND THEN ANY OUTREACH THAT WE HAVE WITH ANY OF OUR PARTNERS IN THE COMMUNITY. 
          AGILITY PR, WHICH WE JUST TALKED ABOUT, SIMPLEVIEW, OUR IS OUR CUSTOMER RELATIONSHIP MANAGEMENT SOFTWARE, THE CRM, THAT HELPS US KEEP IT ALL IN A VERY ORGANIZED STRUCTURE SO WE CAN BE ABLE TO RUN A REPORT. 
          AND IT'S THE SAME SOFTWARE THAT THE CHAMBER OF COMMERCE AND TOURISM BUREAU USE. 
          SO I THINK AS MEMBERS, IT'S, IT'S AN EASY TRANSITION TO NOT FEEL LIKE THEY HAVE TO LEARN AN ALL NEW TOOL OR LOG INTO SOMETHING. 
          IT'S, IT'S KIND OF UNIVERSAL. 
          MOST DESTINATIONS USE IT, BRANDING AND MARKETING. 
          I'M JUST GONNA TOUCH ON A LITTLE PIECE OF THIS, WHICH IS THE IN MARKET EDUCATION. 
          THIS IS GOING TO BE SOMETHING THAT IS USED EVERYWHERE. 
          YOU SAW IN THE ADS THAT, THAT LAUREN SHARED. 
          IT'S RESPONSIBLE VISITATION. 
          IT'S TALKING ABOUT SUNSHINE. 
          IT'S NOT PROMOTING THE OVERUSED AND OVER VISITED AREAS. 
          YOU DIDN'T SEE DEVIL'S BRIDGE ON ANY OF THOSE IMAGES. 
          YOU DIDN'T SEE CATHEDRAL ROCK AND THE MAIN TRAILS ON THOSE IMAGES. 
          SO IT'S A, IT'S A SUSTAINABLE MESSAGE. 
          AND I CAN TELL YOU WITH EVERY JOURNALIST THAT REACHES OUT TO US, WHETHER WE WORK WITH THEM, WHETHER WE HOST THEM, WHETHER WE'RE ABLE TO HOST THEM, SOCIAL INFLUENCERS, YOU PROBABLY KNOW, I KNOW PINK JEEP GETS THIS A LOT. 
          THEY ARE A DIME A DOZEN. 
          THEY'RE ALMOST EVERY DAY REACHING OUT TO US BECAUSE THEY THINK THAT THEIR SOCIAL INFLUENCE IS, YOU KNOW, TOP CREAM OF THE CROP. 
          THEY'RE 5,000 FOLLOWERS OR ALL GONNA COME TO SEDONA. 
          SO, YOU KNOW, WE, WE PICK AND CHOOSE WHO WE WORK WITH WHEN IT COMES 
          [01:00:01]
TO SOCIAL INFLUENCERS BECAUSE WE DON'T WANT THE MASSES TO JUST BE TOLD TO COME TO SEDONA AND EVERYONE GO AND VISIT AT THE EXACT SAME TIME IN THE EXACT SAME AREA. 
          WE'RE VERY SPECIFIC. 
          WE LOOK AT THEIR PROFILES, WE LOOK AT THEIR AUDIENCE NUMBERS. 
          UH, I CAN TELL YOU THAT MOST OF OUR DESTINATIONS AROUND THE STATE OF ARIZONA HAVE A VERY STRICT POLICY THAT IF THEY DON'T HAVE AT LEAST 150,000 FOLLOWERS, THEY DON'T GET A LOOK TWICE. 
          SO YOU HAVE TO DO THAT OTHERWISE, OH MY GOSH, IT'S NEVER ENDING. 
          YOU KNOW, THEY'RE, THEY'RE CONSTANT. 
          BUT EVERYONE THAT WE REACH OUT TO OR TALK WITH OR ENGAGE WITH, WE SHARE THE MESSAGE. 
          IT'S WHETHER WE'RE ABLE TO WORK WITH YOU AND HOST YOU OR NOT. 
          AND YOU'RE STILL GOING TO GO AHEAD AND COME TO SEDONA. 
          WE ENCOURAGE RESPONSIBLE VISITATION. 
          PLEASE VISIT AND RECREATE SUSTAINABLY AND RESPONSIBLY. 
          TELL YOUR FOLLOWERS TO NOT WEAR FLIP FLOPS, TO WEAR HIKING SHOES, TO GO WITH WATER, TO HAVE SUNSCREEN, TO LET PEOPLE KNOW WHERE YOU ARE AND WHAT YOU'RE DOING. 
          AND BY THE WAY, THEY'RE 12 MONTHS IN A YEAR. 
          DON'T ALL COME IN MARCH. 
          DON'T ALL COME DURING SPRING BREAK. 
          CONSIDER COMING DURING THE OFF SEASON. 
          SO WE SHARE THAT VERY EXTENSIVELY. 
          WE'VE OWNED THAT MESSAGE BECAUSE THAT MESSAGE WENT AWAY. 
          THERE WASN'T A LOT OF MANAGEMENT OF THAT DURING COVID AS WE ALL SAW, BUT NOW WE'RE TAKING CONTROL OF THAT. 
          AND WE'RE SAYING WE HAVE A RIGHT TO OWN THE MESSAGE AND THE INVITATION THAT WE TALKED ABOUT AS THE DMMO SHARING THAT INVITATION IN A VERY RESPONSIBLE WAY. 
          AND EVERYONE THAT WE REACH OUT TO AND TALK WITH, THEY GET THAT MESSAGE. 
          THE EDUCATIONAL VIDEOS, THOSE ARE CURRENTLY BEING RUN RIGHT NOW WITH, UM, SEDONA, NOW GLEN SCARELLI ON THE IN-ROOM, TV ADS. 
          AND THEN IF YOU EVER GO TO SOME OF THE LOCAL ESTABLISHMENTS AND HAVE A COCKTAIL, YOU MAY SEE THE TV STATIONS RUNNING BEHIND YOU. 
          THOSE ROUNDABOUT 1 0 1, SEDONA SHUTTLE, THOSE ARE ALL UP THERE COMING SOON WILL BE TRAVEL LIKE A LOCAL, TELLING THAT STORY. 
          AND WE HAVE SOME MORE IDEAS IN THE CAN. 
          THIS IS AN EXCITING OPPORTUNITY THAT I WANNA TALK TO YOU ABOUT, UH, WITH SEX FIFTH AVENUE OUT OF NEW YORK CITY. 
          SO WE'RE WORKING IN PARTNERSHIP WITH VISIT PHOENIX AND THE ARIZONA OFFICE OF TOURISM. 
          THEY CAME TO US, THEY APPROACHED ME IN ABOUT, I WANNA SAY IT WAS IN NOVEMBER. 
          THEIR DIRECTOR OF MARKETING CAME TO ME AND SAID, YOU KNOW, I HAVE THIS CRAZY IDEA WITH SACHS FIFTH AVENUE. 
          THEY'VE WORKED WITH THEM BEFORE. 
          THE ARIZONA OFFICE OF TOURISM LAST YEAR, DID A WHOLE CAMPAIGN WITH SAX FIFTH AVENUE AND DID ONE OF THE WINDOW DISPLAYS IN NEW YORK CITY AND DID A WHOLE SUNSHINE PIECE. 
          AND IT WAS SO WELL RECEIVED. 
          THEY, THEY HAD VISITATION NUMBERS AND EVERYTHING FROM IT. 
          AND SHE SAID, I, YOU KNOW, WE DON'T HAVE THAT MUCH MONEY THIS YEAR, BUT WE HAVE $50,000 TO INVEST IN THIS CAMPAIGN. 
          AND WHAT THAT GETS YOU WITH SAKS FIFTH AVENUE IS ONE MONTH. 
          SO WE SAID, HOW CAN WE PARTICIPATE? SO WE GOT ON A CALL WITH SAKS FIFTH AVENUE AND THEY SAID, WE WANT TWO DESTINATIONS. 
          WE WANT PHOENIX AND SEDONA, AND IT HAS TO BE LUXURY HIGH-END MARKET BECAUSE THEY GAVE US THEIR NUMBERS THAT YOU CAN SEE AT THE VERY BOTTOM, THEIR HOUSEHOLD INCOME, HOW MANY OF THEM HAVE PERSONAL SHOPPERS, HOW MANY VISITS THEY GET TO THEIR WEBSITE. 
          SO THEY SAID, LET'S CREATE A CUSTOM ITINERARY FOR SEDONA AND PHOENIX. 
          AND THEN THEY WOULD PICK A SOCIAL INFLUENCER TO BASICALLY TAKE OVER THE SACS SOCIAL AUDIENCE AND GET ALL THIS GENERATED CONTENT AND RUN A FULL CAMPAIGN. 
          SO THIS INDIVIDUAL IS GOING TO BE JOINING US IN SEDONA JANUARY 17TH THROUGH THE 19TH, AND SHE WILL BE STAYING AT LEBERTS. 
          WE PUT OUT THE REQUEST TO THE PARTNERS THAT THEY REQUESTED. 
          SAKS FIFTH AVENUE CAME TO US SPECIFICALLY AND SAID, THESE ARE THE ONLY BUSINESSES THAT WE WILL CONSIDER BECAUSE OF THAT HIGHER END MARKET. 
          SO, UH, LEBERTS WILL BE HOSTING HER AND GIVING HER TWO NIGHTS OF ACCOMMODATIONS AS WELL AS DINING AND SPA TREATMENTS. 
          AND THEN SHE'LL BE DINING ALSO AT MARIOSA AND AMANTE. 
          SHE WILL BE GETTING PRIVATE TRANSPORTATION ALL THE TIME SHE'S HERE. 
          SHE'LL BE ENJOYING A PINK JEEP TOUR. 
          SHE'LL BE GOING ON A GUIDED HIKE WITH A PICNIC LUNCH, AND THEN SHE'LL BE EXPLORING THE AREA. 
          SO WE'VE ENCOURAGED HER TO GO TO TE LAKI AND GET SOME AMAZING IMAGERY AND TO STOP INTO SOME SHOPS AND SHOW HER SHOPPING AND JUST SHOWING THAT WHOLE HIGH END LUXURY STAY IN SEDONA. 
          SO THEN SHE'LL GO BACK DOWN TO PHOENIX AND STAY AT THE BILTMORE THERE AND ONE OF THEIR NEWEST PROPERTIES THAT JUST OPENED. 
          AND THEN SHE WILL GO BACK AND PROVIDE ALL OF THAT USER GENERATED CONTENT TO 
          [01:05:01]
SAKS FIFTH AVENUE. 
          AND THEN THE CAMPAIGN WILL LAUNCH AT THE END OF JANUARY AND THEY WILL BE TAGGING OUR NEW SOCIAL CHANNELS, UM, SCENIC SEDONA, AS WELL AS VISIT PHOENIX AND THE ARIZONA OFFICE OF TOURISM. 
          BUT THEN IT WILL ALSO BE ON THE SACS WEBSITE. 
          THERE'LL BE A WHOLE PIECE ABOUT WHEN YOU TRAVEL TO SEDONA, YOU SHOULD DRESS LIKE THIS AND BUY THESE THINGS, AND THIS IS HOW YOU SHOP AND PREPARE FOR YOUR LUXURY SEDONA VACATION. 
          SO PARTNERSHIPS LIKE THIS WITH THE ARIZONA OFFICE OF TOURISM ARE PRICELESS, AS YOU CAN IMAGINE, BECAUSE WE WOULDN'T HAVE THE $50,000 TO BUY INTO THIS CAMPAIGN ON OUR OWN. 
          AND SO FAR IT HAS NOT COST US A PENNY. 
          JUST LOTS OF TIME WITH SAX FIFTH AVENUE AND THE T MAKING SURE THAT EVERY I IS DOTTED AND T IS CROSSED. 
          SO IT'LL BE AN AMAZING CAMPAIGN AND AN OPPORTUNITY TO BE ABLE TO SHOW AND SHOWCASE SEDONA AND SCENIC SEDONA FOR VISITORS IN THAT LUXURY HIGH-END MARKET. 
          AND, AND SACHS CHOSE THE INFLUENCER THAT THEY WANTED. 
          YES. 
          SO SHE'S PERSONALLY VETED AND YOU KNOW WHO THIS WAS? YES. 
          BEFORE. 
          OKAY. 
          YES. 
          SO THAT WAS ALSO ONE OF THE THINGS WAS THAT WE CAME BACK AND SAID, WE AGREE TO HAVE A SOCIAL INFLUENCER, BUT SHE HAS TO ALSO HIGHLIGHT AND FOCUS ON SUSTAINABLE RESPONSIBLE VISITATION. 
          THEY WERE ALL IN SACKS, THOUGHT THAT THAT WAS INCREDIBLE. 
          IN FACT, WHEN WE TALKED ABOUT IT ON THE CONFERENCE CALL VISIT PHOENIX SAID, YOU KNOW WHAT? WE WANT THAT TOO. 
          WHY DON'T YOU JUST USE THE SAME THING THAT SEDONA IS DOING AND PUT THAT INTO VISIT PHOENIX AS WELL. 
          AND THEN THE ARIZONA OFFICE OF TOURISM WAS LIKE, YEAH, IT NEEDS TO BE THE ENTIRE CAMPAIGN. 
          SO WE'RE EXCITED ABOUT IT. 
          WE CAN'T WAIT TO SHOW YOU WHEN IT'S DONE AND WHEN IT'S LAUNCHED AND WHAT THE RESULTS ARE BECAUSE THEY WILL BE ABLE TO TELL US, UH, VISITATION NUMBERS AND UM, TRACKING FOR HOW MANY PEOPLE VISITED THE PAGES AND CLICKED ON THE BANNER ADS. 
          AND THEN THE ARIZONA OFFICE OF TOURISM WILL BE ABLE TO TELL US FROM THERE WHERE THEY WENT AND WHAT THEY DID WITH THEIR SAME TOOLS THAT THEY HAVE THAT THE CITY HAS AS WELL. 
          ANY QUESTIONS ON THAT ONE? OKAY. 
          ALRIGHT. 
          SO I JUST WANTED TO SHARE A LITTLE BIT MORE THAT, UH, THE CURRENT INSTAGRAM ACCOUNT THAT SAKS FIFTH AVENUE HAS IS ABOUT 2.3 MILLION NOW. 
          SO ON THAT CHANNEL, UM, JUST THE INSTAGRAM CHANNEL ALONE THAT WILL HAVE THIS PARTNERSHIP BEING MENTIONED ON IT, AND THEIR NUMBERS ARE, ARE REALLY QUALITY, QUALITY NUMBERS. 
          THEY KNOW HOW MANY OF THEIR FOLLOWERS SHOP AND PURCHASE FROM THE WEBSITE. 
          AND IT'S, IT'S, UM, IT'S WONDERFUL. 
          SO IT'S IT'S DREAM COME TRUE. 
          IF, IF THIS GOES REALLY WELL. 
          DO, DO YOU HAVE ANY EXPECTATION OF IDENTIFYING OTHER COMPANIES, NOT NECESSARILY IN THAT SAME INDUSTRY, BUT OTHER COMPANIES THAT YOU MIGHT REACH OUT TO, TO DO SOMETHING SIMILAR WITH? WELL, THAT'S FUNNY THAT YOU WOULD ASK BECAUSE NEXT SLIDE . 
          UH, NO, NOT THE NEXT SLIDE, BUT THIS JUST HAPPENED. 
          SO KEEGAN MADE AN INTRODUCTION TO ME, UH, TODAY WITH COLUMBIA'S CLOTHING COMPANY. 
          YEAH. 
          THEY'RE LOOKING TO PLAN A MEDIA TRIP WITH BETWEEN 12 TO 14 JOURNALISTS IN FEBRUARY OR MARCH, AND TO HAVE THEM COME AND EXPERIENCE A WHOLE PLETHORA OF OUTDOOR ACTIVITIES WEARING THEIR NEW GEAR. 
          SO THAT'S SOMETHING THAT WE'RE WORKING ON RIGHT NOW. 
          SO YES, THOSE ARE DEFINITELY, THOSE ARE, THAT'S MY JAM. 
          THAT'S WHAT I DO ALL DAY LONG, IS TRY TO PITCH A DESTINATION AND, AND MAKE IT AS FISCALLY SOUND. 
          AND WHAT I MEAN BY THAT IS TO NOT HAVE TO SPEND A PENNY ON IT AND GET A HUGE RETURN ON IT. 
          THAT'S WHAT I LOVE. 
          I THINK THAT THAT'S JUST INCREDIBLE IN THIS INDUSTRY THAT TRAVEL AND TOURISM MAKES THAT POSSIBLE. 
          SO WE WILL TAKE ADVANTAGE OF ANY OF THOSE OPPORTUNITIES WHENEVER THEY COME ALONG, AS LONG AS THEY'RE AT THE RIGHT TIME WITH THE RIGHT PARTNER AND HAVE THAT SAME MESSAGING AND RESPONSIBILITY IN PLACE. 
          YEAH. 
          ALRIGHT. 
          NOW THE TRAVEL TRADE SIDE, I KNOW THAT RANDY, UH, TOUCHED ON THIS A LITTLE BIT AT THE LAST MEETING, SO I WANTED TO DIVE INTO THAT. 
          SO WHEN I WENT TO GERMANY AT THE END OF NOVEMBER, BEGINNING OF DECEMBER WITH THE ARIZONA OFFICE OF TOURISM, VISIT PHOENIX AND DISCOVER FLAGSTAFF, WE WERE THERE FROM NOVEMBER 27TH THROUGH THE 30TH, DEPARTED ON THE FIRST. 
          AND WE VISITED THREE CITIES, FRANKFURT, BERLIN, AND HAMBURG. 
          AND THOSE ARE ALL OF THE COMPANIES THAT WE MET WITH, UH, FACE-TO-FACE DESK SIDE APPOINTMENTS. 
          SO THE WAY THAT IT WAS SET UP WITH, UH, CONDOR AS AN EXAMPLE, 
          [01:10:01]
I DON'T KNOW IF YOU'VE SEEN CONDOR'S NEW BRANDING, BUT THEY LAUNCHED THEIR BRANDING WHILE WE WERE THERE. 
          SO WE GOT TO BE, UH, IN OFFICE SEEING KIND OF THE RESULTS OF WHAT THAT BRANDING WAS. 
          IF YOU'RE NOT FAMILIAR, ALL OF CONDOR'S PLANES ARE NOW STRIPED LIKE A BEACH TOWEL. 
          AND THAT'S THE WHOLE IDEA, WAS THAT THEY WANTED TO GIVE PEOPLE THE IDEA OF THE VACATION WHEN YOU SAW A CONDOR PLANE. 
          SO THEY HAVE DIFFERENT COLORS THAT ARE SUPPOSED TO SIGNIFY DIFFERENT THINGS. 
          UM, TAKE THAT FOR WHAT IT IS. 
          I WOULD LOVE TO KNOW WHAT YOU GUYS THOUGHT OF SOME OF THOSE COLORS. 
          AND, UM, BECAUSE AROUND THE ROOM, WHAT WE SAID WAS NOT WHAT THEY EXPECTED. 
          UM, IT WAS INTERESTING. 
          BUT WHAT WE DID WITH THESE, WITH THESE OPERATORS AND, UH, SALES AGENTS WAS WE WOULD GO INTO AN OFFICE LIKE, UH, DISTIC AS AN EXAMPLE. 
          SO DISTIC, WE WOULD GO INTO THEIR OFFICE AND THEY HAD ALL OF THEIR TOP SALES AGENTS, ALL THEIR TOP TRAVEL AGENTS TO SOLD ARIZONA IN THE ROOM. 
          AND WE HAVE GIANT PRES PRESENTATION BOARD LIKE THIS. 
          AND WE EACH GOT, YOU KNOW, TWO SLIDES TO BE ABLE TO TALK ABOUT THE HIGHLIGHTS OF WHAT'S GOING ON IN EACH DESTINATION AND PRESENT THAT TO THEM. 
          BUT THEN ON ZOOM WOULD BE ANYWHERE FROM 20 TO 70 ADDITIONAL AGENTS WHO ARE LISTENING IN GETTING THE TRAINING AND GETTING THE INFORMATION. 
          SO ALL IN ALL, WE WORKED WITH AND TRAINED CLOSE TO 300 AGENTS WHILE WE WERE THERE JUST DURING THOSE TIME PERIODS. 
          AND WE TOOK A, A NICE LITTLE GIFT FOR THEM AND WE WORKED WITH THE TOP AGENTS AND THEN WE HAD A RECEPTION ONE NIGHT WHERE WE INVITED 25 OF THE TOP PERFORMING TRAVEL AGENTS IN BERLIN. 
          AND WE HAD A RECEPTION FOR THEM, AND WE GOT A CHANCE TO BE ABLE TO MEET WITH THEM FACE TO FACE TO TALK WITH THEM. 
          THEY ALWAYS TRY TO DO SOMETHING DIFFERENT AND ENGAGING WITH EACH ONE. 
          SO WHAT WE DID WAS WE HAD A PUZZLE, A 300 PIECE PUZZLE AT EACH TABLE, AND WE BROKE INTO GROUPS AND WE HAD A REALLY BEAUTIFUL SEDONA PUZZLE THAT OUR GROUP HAD TO GET TOGETHER. 
          AND THE CONTEST WAS THE FASTEST TABLE TO PUT THAT PUZZLE TOGETHER. 
          ENTERED TO WIN A TRIP TO ARIZONA WITH TWO PLANE TICKETS, ROUND TRIP FROM CONDOR AND GET TO COME AND VISIT EACH DESTINATION. 
          SO IT WAS A HUGE HIT, AND WE'LL BE ABLE TO GET ONE OF THOSE TOP AGENTS IN SEDONA IN THIS COMING YEAR TO BE ABLE TO EXPERIENCE EVERYTHING THAT THEY HEARD, UH, IN PERSON IN REAL LIFE RIGHT HERE IN SEDONA. 
          BUT THESE, THESE TRIPS, LIKE GERMANY SPECIFICALLY, AND I KNOW YOU KNOW THIS, RANDY GERMANY IS ONE OF THE, THE TOP MARKETS FOR US. 
          AND I JUST THREW SOME OF THE STATISTICS IN THERE THAT WERE JUST FROM 2023 THAT, UM, DISTIC AND FVW PULLED FOR US. 
          THEY HAVE EXTENSIVE DATA ABOUT GERMAN VISITORS COMING TO THE UNITED STATES AND HOW LONG THEY SPEND AND HOW MUCH MONEY THEY SPEND. 
          AND WE LIKE THEM BECAUSE 12.6 DAYS ON AVERAGE TO VISIT THE UNITED STATES IS A LONG TIME. 
          UM, AMERICANS DON'T TYPICALLY SPEND 12.6 DAYS ON THEIR, ON THEIR VACATION AND THE AMOUNT OF MONEY THAT THEY GENERATE, I DON'T KNOW IF YOU SAW ON, UM, CONDE NAST, THEY JUST PUT OUT THIS WEEK THAT TRAVEL AGENCY IS A NEW UP AND COMING JOB, BECOMING A TRAVEL AGENT IN THE UNITED STATES IS MAKING A IS MAKING A COMEBACK. 
          WELL, IN EUROPE IT HASN'T GONE AWAY. 
          THEY STILL VERY MUCH TRUST AND DEPEND UPON TRAVEL AGENTS AND OPERATORS TO BOOK THEIR TRIPS BECAUSE THEY'RE NOT BOOKING IN A SHORT WINDOW OF TWO WEEKS TO SIX WEEKS. 
          THEY'RE BOOKING AT A MINIMUM OF SIX MONTHS AND THEY'RE PUTTING TIME AND ATTENTION INTO THEIR TRIP. 
          THEY'RE LOOKING AT IT WITH EVERY DETAIL WITH A FINE TOOTH COMB. 
          THEY'RE LOOKING AT THEIR FLIGHTS, THEIR HOTEL MULTIPLE STOPS ALONG THE WAY, THEIR RENTAL CAR, WHERE THEY'RE PICKING IT UP, WHERE THEY'RE RETURNING IT, BECAUSE SOMETIMES IT VARIES. 
          THEY COULD BE FLYING INTO PHOENIX, DOING ALL OF ARIZONA, ALL THE WAY UP AND THEN DEPARTING OUT OF VEGAS. 
          SO THERE ARE SO MANY MOVING PIECES WITH THE INTERNATIONAL MARKET, AND THAT'S WHY WE PARTICIPATE IN THINGS LIKE THIS. 
          NOW, A SALES MISSION LIKE THIS WITH THE ARIZONA OFFICE OF TOURISM IS OFFERED AT A VERY DISCOUNTED RATE BECAUSE THE ARIZONA OFFICE OF TOURISM HAS PARTNERSHIPS AND AGENCIES IN DIFFERENT COUNTRIES AROUND THE WORLD. 
          SO THEY HAVE REPRESENTATIVES IN AN AGENCY IN GERMANY SPECIFICALLY THAT ARE TRAINED IN ARIZONA AND THAT'S WHAT THEY DO. 
          THEY MARKET REPRESENT AND PRESENT ARIZONA. 
          SO THEY'RE, THEY'RE TRAVELING ALONG WITH US TO EACH OF THESE CITIES SO THAT THEY CAN LEARN EVERYTHING THAT WE'RE TALKING ABOUT WITH EACH OF OUR DESTINATIONS SO THAT THEY CAN 
          [01:15:01]
GO OUT AND CONTINUE TO SELL IT. 
          NOW GERMANY IS NOT THE ONLY ONE. 
          THEY HAVE 'EM IN GERMANY, UK, FRANCE, CANADA, MEXICO, AND IT USED TO BE CHINA. 
          THEY STILL HAVE 'EM A LITTLE BIT. 
          UM, AND THAT MARKET WILL EMERGE IN THE NEXT PROBABLY THREE YEARS. 
          BUT BEING ABLE TO PARTICIPATE WITH THEM IS AT A FRACTION OF THE COST THAT IT WOULD COST US. 
          SO SAY WE WANTED TO RETAIN AN AGENCY IN GERMANY JUST TO START, WOULD BE $75,000 RETAINER A YEAR TO DO SOMETHING LIKE THIS AND WORK THROUGH THE ARIZONA OFFICE OF TOURISM AND THEIR AGENCY, WE PAY A PART PARTICIPATION FEE. 
          AND BECAUSE MY FIRM WORKS WITH A VARIETY OF DESTINATIONS IN NORTHERN ARIZONA, I'M ABLE TO SPLIT THAT FEE FOUR WAYS AND BE ABLE TO REPRESENT ALL OF THOSE DESTINATIONS WITH EQUAL TIME AND EQUAL ATTENTION. 
          AND IT ONLY COSTS US A FRACTION OF THE AMOUNT. 
          SO IT'S ONE OF THE BEST INVESTMENTS THAT WE CAN MAKE AS A DESTINATION TO BE ABLE TO GET THAT REPRESENTATION AT A FRACTION OF THE COST. 
          ANY QUESTIONS ABOUT THE GERMAN TRAVEL TRADE? ALRIGHT, THIS IS ANOTHER ONE THAT WE'RE PARTICIPATING WITH AMERICAN TOURS INTERNATIONAL. 
          SOME OF YOU MAY HAVE HEARD OF THEM. 
          AND RANDY WITH THE BEST WESTERN IN ROYAL ROBLE, THAT IS ONE OF THEIR TOP PERFORMING PROPERTIES FOR AMERICAN TOURS INTERNATIONAL AND WHO THEY BOOK WITH IN SEDONA. 
          UH, NOT TO THROW THAT OUT THERE TO THE PUBLIC OR ANYTHING, BUT THERE IT IS. 
          UM, IT'S THE LARGEST AMERICAN OWNED RECEPTIVE OPERATOR IN THE UNITED STATES. 
          SO THERE WAS A PARTNERSHIP OPPORTUNITY THROUGH THE ARIZONA OFFICE OF TOURISM. 
          THEY CAME TO US AND SAID, ANY OF YOU, ANY DESTINATION, ARIZONA, THEY BASICALLY CALLED US ALL TOGETHER ON A GIANT ZOOM CALL AND SAID, HOW MANY OF YOU AS DESTINATIONS WHO ARE ALREADY BENEFITING FROM AMERICAN TOURS INTERNATIONAL, WHETHER THAT BE JUST ONE PROPERTY THAT'S BEING BOOKED OR 50, WOULD LIKE TO PARTICIPATE IN THIS CAMPAIGN. 
          SO AS LONG AS THEY HAD A MINIMUM OF THE DESTINATIONS THAT SIGNED ON FLAGSTAFF, PRESCOTT, WILLIAMS PAGE, MESA, AND PHOENIX, ARIZONA OFFICE OF TOURISM COVERED THE REST OF THAT COST. 
          SO WE BOUGHT IN AT THE $4,000 LEVEL AND THAT WILL GIVE US A SIX MONTH CAMPAIGN WITH AMERICAN TOURS INTERNATIONAL. 
          AND THAT ALSO COVERS THE 10,000 AAA AGENCIES AND OFFICES ACROSS THE COUNTRY. 
          BUT IT'S ALSO HEAVY IN THE UK MARKET AND GERMANY. 
          SO VERY BIG FOR PROMOTION THERE. 
          WE LOOKED AT THE NUMBERS. 
          WHAT I LOVE ABOUT THIS CAMPAIGN IS IT'S ALL TALK ABOUT RETURN ON INVESTMENT. 
          WE'LL BE ABLE TO TELL EXACTLY HOW MANY PEOPLE BOOKED, HOW MUCH MONEY CAME TO EACH PROPERTY FROM THIS CAMPAIGN. 
          SO WE HAD THEM PULL THE NUMBERS FOR 2023, THE FIRST HALF OF 2023 WITH NO CAMPAIGN, NO PROMOTION, NOTHING. 
          AND IT WAS GENERATING, UM, JUST UNDER A HUNDRED THOUSAND DOLLARS FOR THE FIRST HALF OF 2023 WITH THE REST OF 2023, IT PROBABLY CAME IN ABOUT $250,000. 
          BEING ABLE TO INVEST WITH SOME TIME AND ATTENTION AND SOME MORE EXPOSURE IN THOSE MARKETS, WE WOULD ANTICIPATE THAT IT WOULD COME AT ABOUT DOUBLE THAT AMOUNT. 
          SO IT'S WORTH IT TO BE ABLE TO PRODUCE AND PROVIDE THIS NOMINAL INVESTMENT OF $4,000 SO THAT ALL OF THOSE PROPERTIES ACROSS SEDONA AND I PULLED THE LIST. 
          THERE'S CURRENTLY A NINE PROPERTIES THAT WORK WITH AMERICAN TOURS INTERNATIONAL IN SEDONA, AND WE'LL, WE'LL BE ABLE TO INCLUDE MORE PROPERTIES FOR THEM TO CONSIDER. 
          SO I'LL BE REACHING OUT TO YOU, DANIELLE, SO THAT WE CAN MAKE SURE THAT YOUR PROPERTIES INCLUDED ON THE LIST ALONG WITH OTHERS OUT THERE. 
          WE'RE BASICALLY GONNA, YOU KNOW, CAST THE NET TO SEDONA AND SAY, HOW MANY OF YOU CAN CAN KIND OF JUMP IN HERE SO THAT THEY'RE ABLE TO HAVE THAT INVENTORY. 
          BECAUSE THE MORE INVENTORY THEY HAVE, THE MORE, THE MORE THEY HAVE TO BE ABLE TO PROMOTE AND INVITE PEOPLE TO COME. 
          SO I OUTLINED, UH, SOME MORE THINGS ON THERE OF, UM, WHAT THEY'RE GONNA HAVE, UH, ARIZONA OFFICE OF TOURISM IS IN CHARGE OF ALL THE CONTENT CREATION AND ALL OF THE CREATIVE CREATION. 
          SO THEY WILL BE DESIGNING ALL OF THE ADS AND THE BANNERS. 
          THEY'LL JUST BE USING OUR CONTENT ALONG WITH THOSE OTHER DESTINATIONS SO THAT IT LOOKS MORE LIKE A, UM, LIKE A MAGAZINE SPREAD, A ROADMAP ITINERARY OF HERE'S ALL THE PLACES YOU SHOULD GO AND HERE'S WHAT YOU SHOULD DO. 
          AND IT'LL BE VERY, IT WON'T BE DRILLED DOWN OF THESE ARE ALL THE PLACES YOU SHOULD EAT AND ALL THE THINGS THAT YOU SHOULD DO, BUT IT'LL BE MORE, THESE ARE THE DESTINATIONS YOU SHOULD GO TO AND HERE'S WHY YOU SHOULD GO TO THOSE DESTINATIONS WITH GLOSSY PICTURES AND VIDEO AND REALLY COMPELLING ON THE EYES. 
          ANY QUESTIONS ON THAT? SO JUST WHEN WE LOOK AT THIS, IS THERE, I'M ASSUMING THERE'S A, AND I DON'T KNOW WHAT THE WORD IS, EGALITARIAN, I GUESS, APPROACH TO THIS TO MAKE SURE THAT WE ALSO ARE DOING STUFF THAT DIRECTLY 
          [01:20:01]
BENEFITS THE OTHER PROPERTIES. 
          I, YOU KNOW, FOR LACK OF A BETTER WAY TO PUT IT, NOT AS A LODGING GUY, BUT I MEAN IF, IF WE'RE THE, THE CITY THEN AS A-D-M-M-O, WE NEED TO BE OBVIOUSLY LOOKING AT EVERY, LIKE YOU SAID EARLIER, LEGITIMATE, UM, SALES TAX CONTRIBUTING BUSINESS IN THE CITY. 
          ABSOLUTELY. 
          AND, AND SO, SO THIS ONE IS FOCUSED ON NINE PROPERTIES JUST BECAUSE THAT'S WHO A TI IS. 
          AND I, I DON'T HAVE A PROBLEM WITH THAT, BUT SO THERE'S OTHER EFFORTS OR, OR THERE WILL BE THAT ARE AT DIFFERENT GROUPS OF PROPERTIES OR SOMEHOW TO SPREAD THAT WEALTH OUT, I GUESS. 
          SO THE NINE PROPERTIES ARE JUST WHAT WAS USED IN THE FIRST HALF OF 2023. 
          THAT'S BY NO MEANS GOING TO BE LIMITED TO THAT. 
          WE'RE GOING TO BE EXTENDING IT TO, WE WILL BE PROVIDING AN ENTIRE LIST TO A TI OF HERE ARE ALL OF THE PROPERTIES THAT YOU CAN CONSIDER. 
          THESE ARE NOT GOING TO BE LUXURY HIGH END. 
          SO IT IS GOING TO BE MORE OF THE KIND OF THE MIDDLE OF THE BUNCH. 
          BUT WE, IT'S SAFE TO ASSUME THAT WHENEVER SOMEONE COMES AND STAYS IN A DESTINATIONS AND, AND SPENDS A NIGHT AT A PROPERTY, THEY WILL ALSO BE DINING OUT AND THEY WILL ALSO BE ENJOYING AN ACTIVITY. 
          OTHER THINGS THAT WE'RE DOING, UM, ANOTHER REASON WHY WE WORK WITH THE MEDIA, HUGE REASON WHY WE WORK WITH THE MEDIA IS BECAUSE THEY ALMOST ALWAYS COVER RESTAURANTS AND ATTRACTIONS. 
          SO THAT THROWS IT ALL INTO, IT KIND OF GIVES US A WHOLE PICTURE THERE. 
          YEAH. 
          AND ONE OF THOSE OTHER WAYS THAT WE WORK WITH ALL THE REST OF THE BUSINESSES TOO, SOME OF THESE THINGS HERE, UH, THE LA SALES MISSION I'LL BE ATTENDING IN JANUARY AT THE END OF THE MONTH, THE 23RD THROUGH THE 25TH WITH THE ARIZONA OFFICE OF TOURISM. 
          AGAIN, THAT'LL BE LA BASED SALES AGENTS AND OPERATORS WHO ARE SELLING ARIZONA. 
          AND YOU SAW FROM THAT HEAT MAP, SOUTHERN CALIFORNIA IS HUGE FOR OUR MARKET. 
          SO WE'LL BE WORKING WITH AT LEAST 50 AGENTS, TRAINING THEM, TEACHING THEM ABOUT SEDONA, ANSWERING THEIR QUESTIONS, TELLING THEM WHAT'S NEW, WHAT'S DIFFERENT, SUSTAINABLE, RESPONSIBLE MESSAGE. 
          AND THAT'S REALLY WHERE IN THE LA MARKET, IT'S REALLY EASY FOR US TO BE ABLE TO SAY, HERE'S ALL THE GREAT NEW RESTAURANTS AND HERE'S ALL THE OTHER THINGS THAT YOU SHOULD BE CONSIDERING. 
          SO WE DEFINITELY COVER ALL OF THAT AND WE'LL BE DOING A REQUEST TO OUR BUSINESSES. 
          IF YOU'VE GOTTEN SOMETHING NEW, SOMETHING DIFFERENT, WE CAN SHARE, PLEASE SEND IT. 
          WE'LL GIVE 'EM A DEADLINE. 
          WE NEED THAT INFORMATION IN ORDER TO TAKE IT WITH US. 
          GO WEST SUMMIT. 
          THAT IS TAKING PLACE IN FEBRUARY IN LAKE TAHOE, AND THAT'S A US AND CANADA BASED TOURISM INDUSTRY EVENT. 
          WE GET APPOINTMENTS WITH BUYERS WHO ARE INTERESTED IN BRINGING VISITORS TO THE WEST COAST OF AMERICA. 
          AGAIN, ANOTHER PLACE WHERE WE SHARE THAT SAME MESSAGE ABOUT WHAT'S NEW, WHAT'S DIFFERENT, SUSTAINABLE, RESPONSIBLE VISITATION. 
          YOU'VE PROBABLY HEARD OF IPWI KNOW SOME OF YOU HAVE ATTENDED BEFORE THAT'S TAKING PLACE IN LA IN MAY. 
          AND THAT IS THE NUMBER ONE INBOUND TRAVEL SHOW IN THE UNITED STATES. 
          SO THERE'LL BE AT LEAST 600 COUNTRIES REPRESENTED AT THAT SHOW WITH PEOPLE FROM ALL OVER THE WORLD COMING AND MEETING DESK SIDE. 
          AND WE PARTICIPATE WITH THE ARIZONA OFFICE OF TOURISM ON THAT ONE BECAUSE THAT IS A HUGELY EXPENSIVE SHOW TO ATTEND ON YOUR OWN. 
          AND WE GET TO HAVE A SPOT AT THE TABLE WITH THE ARIZONA OFFICE OF TOURISM WITH ALL OF THEIR APPOINTMENTS THAT WE KNOW ARE AGENTS, WHOLESALE RECEPTIVE OPERATORS THAT WANT TO BRING VISITORS TO SEDONA OR ARE CURRENTLY COMING TO SEDONA. 
          IT DOES INCLUDE BUS TOUR OPERATORS AS WELL, BUT WE'LL BE LOOKING MORE AT THE OVERNIGHT VISITATION FOR SURE. 
          ANY QUESTIONS ON THOSE? OKAY. 
          MEDIA AT ONE OF THE EXAMPLES, UH, SINCE JULY 1ST, WE'VE WORKED WITH 30 JOURNALISTS, INFLUENCERS AND FREELANCERS, JUST ABOUT SEDONA RELATED TOPICS. 
          AND WE'VE HOSTED NINE OF THEM IN SEDONA. 
          AND I WON'T READ YOU THE NUMBERS, BUT THAT'S JUST WHAT WE'VE RECEIVED IN CIRCULATION. 
          AND THEN THAT A VE FROM THOSE PIECES, YOU MAY HAVE SEEN THE PIECE THAT'S MENTIONED UP ON THE BOARD THAT CAME OUT LAST WEEK, DECEMBER 27TH IN THE ARIZONA REPUBLIC AND AZ CENTRAL, AND THEN IT WAS PICKED UP BY YAHOO AS WELL. 
          ROGER NAER, IF YOU HAVE EVER READ ANY OF HIS STUFF, HE'S A PRETTY LOCAL, UM, WELL-KNOWN WRITER. 
          HE LIVES IN COTTONWOOD. 
          I DON'T KNOW IF HE KNEW THAT, BUT I'VE BEEN WORKING WITH ROGER FOR GOOD GRIEF 16 YEARS AND HE'S, HE'S GREAT. 
          HE WILL TEXT OR CALL AND BE LIKE, HEY, I'VE GOT, I'VE GOT THIS STORY RUNNING. 
          I NEED IDEAS. 
          PITCH 'EM TO ME. 
          TELL HIM, GIMME A PICTURE, I'LL RUN IT. 
          SO WE LOVE ROGER. 
          ANY OTHER QUESTIONS ON THAT? OKAY, 
          [5.e. Review Arizona Office of Tourism (AOT) partnership and AOT Co-Op - Heather Hermen and Kegn Moorcroft]
          [01:25:02]
THEN, UM, THIS IS THE NEXT AGENDA ITEM. 
          GOTTA ASK YOU ANY QUESTIONS. 
          IT'S LIKE A SHOW FOR THE TWO OF YOU TODAY. 
          GET RIGHT . 
          ALRIGHT, THEN WE'LL JUST DIVE INTO THE A OT CO-OP MARKETING CAMPAIGN. 
          SO WE TALKED ALREADY ABOUT SOME OF THE THINGS THAT WE DO IN PARTNERSHIP WITH A OT, AND THEN I'M NOT SURE HOW MANY OF YOU'RE FAMILIAR WITH THE A OT CO-OP MARKETING CAMPAIGN AND THE PLAN THAT A OT DOES EACH YEAR. 
          SO THEY MAKE FUNDS AVAILABLE FOR RURAL DESTINATIONS AND IT'S A DOLLAR FOR DOLLAR MATCHING CAMPAIGN. 
          SO FOR THE LAST TWO YEARS, IT WAS A $75 MAXIMUM BUY. 
          THEY HAD TO REDUCE THAT DUE TO BUDGET CONSTRAINTS LIMITATIONS. 
          RIGHT NOW THE LIMIT IS $50,000 AND EVERY SPRING OR SUMMER, A OT PUTS OUT A LIST OF ALL OF THE PLACES THAT A DESTINATION CAN PARTNER WITH ADVERTISING, MARKETING, PROMOTION. 
          AND THE LIST IS EXTENSIVE. 
          THERE'S NO WAY A DESTINATION COULD TAKE ADVANTAGE OF EVERYTHING ON THE LIST BECAUSE IT WOULD BE HUNDREDS OF THOUSANDS OF DOLLARS. 
          SO WE TAKE THE TIME AND WE SIT AND WE GO THROUGH THE LIST WITH A FINE TOOTH COMB OF WHAT ITEMS COULD WE NOT AFFORD ON OUR OWN, AND WHAT WOULD BE THE BEST AND MOST BENEFICIAL CHOICES FOR US TO INVEST IN WITH OUR $50,000 MAXIMUM BUY-IN. 
          SO THIS IS A LIST OF ALL OF THE THINGS THAT WE DID NOT INCLUDING, UH, IPW GO WEST ON THOSE LISTS AND THE GERMAN MISSION. 
          SO THIS IS A SUMMARY OF THAT, AND AT THE END OF THE FISCAL YEAR, WE'LL BE ABLE TO REPORT BACK ON ALL OF THESE THINGS, ALL THE NUMBERS OF HOW THE DIGITAL MARKETING TOOK PLACE AND WHAT THE NUMBERS WERE AND WHAT THE RESULTS WERE. 
          AND ALSO DEAN RUNYON, WHICH IS AN ECONOMIC IMPACT RESEARCH STUDY. 
          IT'LL GIVE, UM, A REALLY BEAUTIFUL REPORT AT THE END OF THE FISCAL YEAR ABOUT MORE DETAILS LIKE WHAT LAUREN SHOWED YOU, BUT A LITTLE BIT MORE INTO IT, UM, IN TERMS OF JOB GENERATION IN THE TOURISM INDUSTRY. 
          AND IT, IT ENDS UP BEING ABOUT A 50 PAGE DOCUMENT, BUT GIVES YOU A LOT MORE DATA TO DIG THROUGH. 
          SO THIS IS A SUMMARY OF THAT AND I JUST WANTED TO EXPLAIN A LITTLE BIT MORE ABOUT HOW WE WORK WITH THE ARIZONA OFFICE OF TOURISM. 
          SO BECAUSE WE ARE THE OFFICIAL DMMO FOR THE DESTINATION, THAT MEANS THAT THE ARIZONA OFFICE OF TOURISM RECOGNIZES US FOR MARKETING, PROMOTING AND REPRESENTING THE DESTINATION. 
          THEY CONTACT US FOR ANY LEAD MEDIA, TRAVEL TRADE, ANYTHING IN THE TOURISM INDUSTRY THAT THEY'RE APPROACHED ABOUT. 
          SO THEY REACH OUT TO US FOR THAT. 
          ME PERSONALLY, I WORK WITH THEM ON A DAILY BASIS. 
          THE REQUESTS COMING IN ARE, ARE CONSTANT, WHETHER IT BE A TRAVEL TRADE LEAD OR AN OPPORTUNITY TO HOST A JOURNALIST OR A MENTION IN A PUBLICATION. 
          SO THE RELATIONSHIP IS A REALLY GOOD ONE. 
          THEY, THEY'RE NEW DIRECTOR. 
          SHE WON'T BE, I GUESS SHE'S NOT NEW ANYMORE. 
          SHE'S BEEN ON THE JOB SINCE APRIL. 
          LISA RIAS IS THE DIRECTOR OF THE ARIZONA OFFICE OF TOURISM, AND SHE PERSONALLY CAME UP HERE WITH THE, WITH THE DEPUTY DIRECTOR ALEX SKEA. 
          AND THEY VISITED WITH US BEFORE WE EVEN FORMED THE DMMO. 
          WE GOT TO SIT DOWN WITH KAREN AND SOME OF THE COUNCIL MEMBERS AND TALK ABOUT WHAT THIS STRUCTURE MEANS, HOW THE RELATIONSHIP WILL WORK GOING FORWARD. 
          AND IT REALLY PUT US OFF ON A REALLY GREAT FOOT TO BE ABLE TO HELP THE ARIZONA OFFICE OF TOURISM UNDERSTAND WHAT THE PLAN AND THE STRUCTURE WOULD BE FOR SEDONA AND HOW WE WOULD BE ABLE TO ENGAGE BACK AND FORTH. 
          SO IT'S BEEN A, A SEAMLESS TRANSITION AND THEY REACH OUT TO US ON A REGULAR BASIS AND THAT RELATIONSHIP WILL JUST BE ONGOING. 
          SO THE OPPORTUNITIES COME IN ALL THE TIME. 
          IT'S, UM, IT'S, IT'S A PARTNERSHIP. 
          YOU KNOW, THEY, THEY REPRESENT THE STATE. 
          THEY GET ASKED QUESTIONS ABOUT SEDONA, THEY WANNA MAKE SURE THAT THEY'RE GIVING THE RIGHT INFORMATION IN, GIVING THE RIGHT ANSWERS SO THEY REACH OUT ON A REGULAR BASIS. 
          WOULD IT BE FAIR TO SAY THIS? AND OR THEY'LL SAY, HERE'S A PICTURE THAT A PUBLICATION WANTS TO RUN, WOULD YOU PREFER THAT THEY NOT SHOW THAT? SO THEY WORK IN TANDEM WITH US VERY WELL, AND WE REACH OUT TO THEM WITH QUESTIONS FOR DATA, FOR RESEARCH INFORMATION ALL THE TIME. 
          SO IF THERE'S EVER ANYTHING THAT ANY OF YOU WANT, THEY HAVE AN OPEN DOOR POLICY, WE CAN MAKE INTRODUCTIONS TO ANY OF THEIR TEAM MEMBERS. 
          IF YOU WOULD EVER LIKE TO TALK WITH ANY OF THEM, PLEASE JUST LET US KNOW. 
          WE'D BE MORE THAN HAPPY TO DO THAT. 
          THEY'RE WONDERFUL PEOPLE. 
          THEY LOVE ARIZONA AND, 
          [01:30:01]
UM, THEY REPRESENT IT WITH A PASSION AND IT'S, IT'S NICE TO WORK IN AN INDUSTRY WHERE EVERYONE'S EXCITED ABOUT WHERE WE'RE ALL FROM. 
          IS THIS, WAS THERE A TRANSITION OF THE CHAMBER WORKING WITH A OT TO THE CITY, WORKING WITH A OT? OR IS THIS SORT OF A NEW RELATIONSHIP SINCE THE CITY TOOK THIS OVER? SO I'VE BEEN WORKING WITH THE ARIZONA OFFICE OF TOURISM FOR ABOUT 15 YEARS. 
          SO WHEN I STARTED WORKING WITH, UH, THE CITY OF SEDONA, I MADE THAT INTRODUCTION TO ARIZONA OFFICE OF TOURISM AND SAID, LOOK, THIS IS HOW THE, THIS IS HOW, WHAT WE'RE GOING TO DO MOVING FORWARD, BEGINNING JULY ONE, EVERYTHING WILL BE FILTERING THROUGH US. 
          SO IT WAS VERY SEAMLESS. 
          OKAY. 
          THERE WASN'T A LOT OF INTERACTION BETWEEN THE CITY STAFF AND THE ARIZONA OFFICE OF TOURISM STAFF BEFORE IT WAS DONE THROUGH THE TOURISM BUREAU AS THE DMO. 
          AND THAT DID SHIFT. 
          SO NOW IT'S ALL COMING THROUGH US. 
          I I WAS JUST WONDERING HOW MUCH INTERACTION THE CHAMBER HAD WITH A OT. 
          UM, AND THEY DID, THEY WORKED WITH THEM. 
          UM, DURING, DURING C-O-V-I-D-I WILL TELL YOU, UH, MY FIRM WAS CONTRACTED WITH THE TOURISM BUREAU TO WORK WITH ALL OF THE MEDIA, AND THE MESSAGING WAS VERY CLEAR. 
          IT WAS A VERY HANDS-OFF APPROACH. 
          WE DON'T WANT ANY. 
          AND THAT MESSAGE CHANGED TO NOW TAKING RESPONSIBILITY AND OWNERSHIP OF, WE MAY NOT NEED THIS DURING CHRISTMAS, WEEK OF DECEMBER, BUT YOU CAN COME AT A DIFFERENT TIME AND HERE, LET ME HELP YOU AND LET'S NAVIGATE THAT AND LET'S TALK ABOUT A DIFFERENT TIME THAT YOU COULD VISIT AND HOW THAT WOULD ALL WORK. 
          OKAY. 
          SO HEATHER, IN, IN OUR, UM, RELATIONSHIP WITH THESE GUYS OR ANY OTHER GROUP, HOW DO WE MAKE SURE, OR DO WE, AND, AND I'M SURE WE INTEND TO, THAT WE'RE NEUTRAL ACROSS THE BOARD FOR THE DIFFERENT INDUSTRIES THAT ARE HERE IN TOWN, UM, THAT MAY OR MAY NOT COME IN OR OUT OF FAVOR DEPENDING ON, YOU KNOW, WHAT THEY DO. 
          WHEN YOU SAID THAT YOU, MAYBE THERE'S A PHOTO OF SOME ACTIVITY OR SOME PLACE OF SOMEBODY DOING SOMETHING, YOU KNOW, DO WE PLAY, UH, I'M GUESSING WE DON'T, AND I'M, I'M KINDA ADVOCATING THAT WE DON'T FAVOR. 
          ITS, IF IT'S A BUSINESS THAT WE EITHER PERSONALLY OR, YOU KNOW, PUBLICLY OR WHATEVER IS AT A FAVOR AS NOT MAYBE AS SUSTAINABLE AS AS WE'D LIKE 'EM TO BE OR WHATEVER. 
          I MEAN, HOW DO WE MAKE SURE THAT WE'RE FAIR ACROSS THE BOARD TO ANYBODY THAT PRODUCES SALES OR BED TAX AND THAT THEY'RE GETTING THEIR RIGHT, UM, YOU KNOW, THEIR RIGHTFUL ATTENTION SERVICE, WHATEVER OUT OF THIS DNMO. 
          UH, BECAUSE I THINK THAT'S IMPORTANT, YOU KNOW, THAT IF THEY'RE PAYING SALES TAX OR CONTRIBUTING TAX TO THE TAX REVENUE OF THE CITY, THAT, THAT WE HAVE TO, UNLESS THEY'VE BEEN TAKEN OUTTA BEING LICENSED OR WHATEVER, THAT WE HAVE TO MAKE SURE THAT WE'RE, WE'RE FAIR ACROSS THE BOARD. 
          SO TYPICALLY WITH DESTINATION MARKETING, THERE'S NOT GOING TO BE IN THE MARKETING AND BRANDING AND ADVERTISING ITSELF. 
          THERE'S NOT GONNA BE BRAND NAME MENTIONS. 
          THERE'S NOT GOING TO BE A SPLASH OF NOT TO CALL YOU OUT A, A PINK JEEP RIGHT FRONT AND CENTER ON AN AD. 
          OKAY. 
          UM, MOST OF THE TIME IT WOULD BE PROBABLY COLOR WASHED AND BRAND NAMES REMOVED. 
          SO THERE'S GOING TO BE NEUTRALITY WHEN IT COMES TO THAT. 
          THERE'S NOT GOING TO BE BRANDS COVERED EVERYWHERE. 
          THERE'S NOT GOING TO TO BE HOTEL NAMES ALL OVER ADS. 
          THEY'RE GOING TO BE JUST AS WHAT LAUREN SHOWED BEFORE, VERY NEUTRAL AND FOCUSING ON THE DESTINATION ITSELF. 
          THE WEBSITE, HOWEVER, HAS A PLACE, IT'S BROKEN DOWN INTO CATEGORIES OF LODGING, DINING, SHOPPING. 
          THAT'S A PLACE WHERE THOSE BUSINESSES GET THAT REPRESENTATION. 
          BUT THERE'S ALSO AN OWNERSHIP ON THE BUSINESS. 
          YOU KNOW, WE PUT OUT THE INVITATION FOR BUSINESSES TO PARTICIPATE AND TO SIGN UP WITH, WITH THIS NEW TOURISM PROGRAM AND ONLY A HUNDRED DID. 
          SO THERE IS A CALL TO PARTICIPATION AND BUSINESSES NEED TO ACCEPT SOME OWNERSHIP IN THAT AS WELL, THAT IF THEY WANT TO PARTICIPATE AND THEY WANT TO BE REPRESENTED, THEY'RE GOING TO NEED TO PARTICIPATE. 
          I THINK THE PHILOSOPHY NEEDS TO BE, WE GOTTA THINK OF IT THIS WAY. 
          THE DMO GETS 'EM TO THE MARKETPLACE AND THEN WE ALL HAVE TO FIGHT FOR THAT. 
          AND I THINK THAT'S THE PIECE OF IT. 
          WHEN THEY GET, WHEN THEY, IF WE GET THE PEOPLE HERE, WE'RE ALL GONNA RISE TOGETHER. 
          SO I THINK THAT'S THE PIECE AS THE DMO, WE NEED TO UNDERSTAND THAT WE GET 'EM HERE TO THE MARKET NOW ALL OF A SUDDEN WE ALL GOTTA, AGAIN, THEY HAVE, THEY DO GIVE US THE OPPORTUNITIES OUT THERE IN THE WEBSITES AND THESE OTHER PLACES THAT WE GOTTA GET 'EM HERE AND THEN WE CAN FIGURE IT OUT FROM THERE. 
          I MEAN, IT'S, THAT'S WHEN WE START AND PUTTING A BOX AND GLOVE ON. 
          THERE'S NO, THERE'S NO EXCLUSION OF ANY TYPE OF BUSINESS IN THE CITY. 
          AND I DID WANNA STRESS IF THEY SIGN UP, I MEAN, THEY GOTTA DO THEIR PART SO LONG AS IT'S TOURISM BASED. 
          OKAY. 
          WE KIND OF WENT THROUGH THIS WHEN WE WERE SCRAPING THE INTERNET FOR WHO TO PUT IN OUR DATABASE 
          [01:35:01]
AND THEREFORE DISPLAY ON OUR WEBSITE. 
          YOU KNOW, IF YOU OWN A A, UM, I'M GONNA MAKE THIS UP. 
          A VACUUM CLEANER COMPANY DOES THAT, A HARDWARE STORE, , RIGHT? LIKE, DOES THAT GO ON THERE OR DOES THAT NOT? AND IF, AND KEEGAN AND I WENT BACK AND FORTH AND IF WE COULD COME UP WITH ANY LOGICAL WAY THAT A TOURIST WOULD END UP THERE, THEN THEY'RE ON THE LIST. 
          OKAY. 
          YEAH. 
          AND EVEN WHEN WE STARTED CREATING THE, UM, THE ITINERARY FOR THE WINTER CAMPAIGN, YOU KNOW, WE, WE KIND OF HAD THE CONVERSATION OF ARE WE, DO WE INCLUDE SPECIFIC BUSINESSES? IF THERE'S ONLY ONE BUSINESS THAT OFFERS WHAT WE'RE SAYING, DO WE PUT THAT AND WE DECIDED TO GO NEUTRAL AND SAY, NO, WE'RE NOT, WE'RE NOT GONNA DO THAT. 
          THEY'RE ALL LISTED IN IN OUR BUSINESS REGISTRY, THEY'RE ALL ON OUR WEBSITE. 
          THEY CAN FIND 'EM, JUST LIKE YOU SAID, YOU GOTTA FIGHT FOR 'EM ONCE WE GET 'EM IN HERE. 
          UM, BUT TO, TO BE NEUTRAL IN, IN NOT CALLING OUT SPECIFIC BUSINESSES. 
          OKAY. 
          AND JUST ONE MORE POINT OF CLARIFICATION. 
          WHEN WE DID DO A CALL OUT TO BUSINESSES AND RECEIVED 100 SIGNUPS OR SO, UM, WE THEN TOOK A DIFFERENT TACTIC IN TAKING WHAT LAUREN WAS TALKING ABOUT, ALL OF OUR BUSINESS LICENSE THAT BUSINESSES WHO HAVE CITY LICENSES, WE TOOK THOSE WHO WERE TOURISM RELATED AND IMPORTED THEM INTO OUR SYSTEM. 
          SO THE WAY A BUSINESS COULD HELP THEMSELVES NOW IS TO BETTER REFINE THEIR PROFILE, THEIR LISTING ON OUR SITE BY PROVIDING US, UM, IT'S NOT LIKE A BROKEN RECORD, BUT BETTER IMAGES. 
          'CAUSE RIGHT NOW THEY'RE BEING PULLED FROM GOOGLE. 
          AND, UM, A A WAY TO DO THAT WAS PROVIDE REALLY AMAZING IMAGES. 
          SO, AND, AND CONTENT. 
          SO THE, THE BETTER LISTING THAT WE HAVE FOR YOU, THE, THE BETTER YOUR BUSINESS WILL SHINE ON THAT SITE. 
          I THINK I, I'M SORRY, GO AHEAD. 
          I THINK ONE OF THE, ONE OF THE MEASURES THAT WE CAN GRADE OURSELVES BY IS OUR ABILITY TO EXPOSE OURSELVES TO THE COMMUNITY. 
          WHAT HEATHER DESCRIBED IS EXACTLY RIGHT. 
          IT'S UP TO THE, WE, YOU KNOW, IN MESA I'M VERY INVOLVED WITH THIS MESA. 
          SO WE GO, HEY, I'LL CONTRIBUTE FOR THAT TRADE JUNK AND I'LL GO WITH YOU. 
          SO, BUT I THINK WE'RE IN A TRANSITIONAL, THERE'S A LOT OF WORK GOING ON THAT PEOPLE DON'T KNOW IS GOING ON. 
          MM-HMM. 
          . 
          AND THERE'S AN IDENTITY THAT WE HAVEN'T ESTABLISHED WITH A COMMUNITY YET. 
          I THINK IF, IF WE DO A BETTER JOB AT THAT, WE RAISE AND LIKE, SO, UM, WHO SHOULD BUSINESSES REACH OUT TO, TO WORK AND COOPERATE AND RAISE THEIR, YOUR AWARENESS? UH, THAT I THINK AS WE DO THAT WE'LL GET BETTER BUSINESS PARTICIPATION AND THAT'S WHAT WE WANT. 
          AND I DID JUST WANT TO STRESS SOMETHING THAT, UM, IN TERMS OF NEUTRALITY, AGAIN, DAVID, JUST TO, TO DRIVE THIS POINT HOME. 
          WHEN A JOURNALIST REACHES OUT TO US AND HAS A QUESTION, IF THEY DON'T HAVE A SPECIFIC REQUEST, LIKE THE JOURNALIST I MENTIONED EARLIER WHO WAS VERY SPECIFIC ABOUT THEY WANTED THESE THREE THINGS, WHEN A JOURNALIST REACHES OUT AND SAYS, I'M ON ASSIGNMENT FOR THIS STORY, IT'LL RUN FOR THE CHICAGO TRIBUNE IN APRIL, IT, I'M LOOKING FOR A PROPERTY THAT'S SIMILAR TO A BEST WESTERN, GIVE ME SOME OPTIONS. 
          WE WILL THEN TAKE OUR PROPERTIES THAT WE HAVE IN THOSE RANGES AND SEND THE LEAD OUT TO ALL OF THEM. 
          OKAY? AND IT'S NOT JUST A, WELL, HE ONLY SAID BEST WESTERN, IT'S, WELL, YOU KNOW WHAT, THERE ARE ALL OF THESE PROPERTIES THAT ARE ON THAT SAME GRADE AND THAT'S, WE'LL SEND IT OUT TO THEM. 
          AND THEN WE PUT IN THERE, HERE'S YOUR TIMELINE, HERE'S THE DEADLINE OF WHEN WE NEED THAT RESPONSE BY. 
          AND IT'S BASICALLY FIRST COME, FIRST SERVE KIND OF SITUATION. 
          IT'S THE SAME THING WITH, UM, IN THE FALL WE HAD, WE HAD A FRENCH TOUR OPERATOR VISITING WHO WAS DOING SITE INSPECTIONS AND WANTED A JEEP TOUR. 
          SO WE SENT THE LEAD OUT TO ALL OF THE JEEP TOUR COMPANIES. 
          AND THE ONE WHO CAME BACK RIGHT AWAY WAS RED ROCK WESTERN JEEP TOURS. 
          AND IT WAS CONVENIENT BECAUSE RIGHT AWAY SHE GRABBED IT AND SAID, WE'VE WORKED WITH THAT TOUR OPERATOR BEFORE. 
          WE WOULD LIKE TO HOST THEM. 
          SO IT'S NOT JUST US HANDPICKING EITHER. 
          WE ARE DEFINITELY SHARING THE LEAD, GETTING IT OUT THERE SO THAT MORE HAVE AN OPPORTUNITY TO PARTICIPATE. 
          OKAY. 
          I DO THINK THAT WE NEED TO REMIND THE BUSINESSES IN TOWN TOO AS WELL THAT WE DO STILL HAVE A SEDONA CHAMBER OF COMMERCE. 
          IT'S NOT GONE. 
          JUST BECAUSE THEY SEPARATED WE SEPARATED DOESN'T MEAN THAT IT'S NOT STILL THERE SUPPORTING THE BUSINESS. 
          SO I, I THINK THE WAY THAT WE NEED TO LOOK AT IT IS THAT, YOU KNOW, THE CITY IS THE DMO, WE'RE WORKING ON DESTINATION MARKETING MANAGEMENT, AND THEN THE CHAMBER IS PROMOTING THE BUSINESSES SPECIFICALLY AS THEY ALWAYS HAVE, AND THE TWO ARE WORKING IN TANDEM. 
          YEP. 
          I THINK THAT THEY'VE DONE A VERY, VERY GOOD JOB OF KEEPING THAT RELATIONSHIP POSITIVE. 
          UM, AND I HAVE TO COMPLIMENT YOU, HEATHER, AS WELL, WITH WHAT YOU'VE SHOWN TODAY. 
          A TI SACHS, I FEEL LIKE YOU HAVE REALLY, 
          [01:40:02]
REALLY ENCOMPASSED EVERYBODY, EVERY, EVERY LEVEL OF TOURIST, WHETHER IT'S THE SELECT SERVICE, THE LUXURY SERVICE, THE BOUTIQUE, UM, YOU KNOW, I'M FAMILIAR WITH, WITH ALL OF THESE. 
          AND I, I THINK THAT YOU'VE DONE A VERY, VERY GOOD JOB MAKING SURE THAT ALL OF US HAVE, HAVE A PLACE. 
          THANK YOU. 
          AND I, I THINK ONE OF THE REASONS WHY WE WANTED TO SHOW ALL OF THIS TODAY WAS NOT ONLY TO HELP YOU ALL BECOME AS FAMILIAR WITH IT AS POSSIBLE SO THAT YOU CAN THEN LEAVE AND BE ABLE TO SPEAK TO IT AND SPEAK TO IT KNOWLEDGEABLY. 
          BUT THE TEAM HAS TAKEN ON SO MUCH AND ACCOMPLISH SO MUCH SINCE JULY 1ST. 
          THEY WEREN'T A-D-M-M-O, THEY WEREN'T IN THAT MARKET. 
          THAT WASN'T THEIR WHEELHOUSE. 
          THEY HAD HIRED OUT FOR THAT. 
          SO THEY EMBRACED IT FULLY. 
          AND HAVING WORKED WITH MANY DIFFERENT DESTINATIONS, I CAN TELL YOU THAT THEY'VE EMBRACED IT AND THEY'VE OWNED IT. 
          SO THEY'RE OWNING IT FOR THE LONG HAUL. 
          THIS IS NOT A TEMPORARY STRUCTURE. 
          IT'S NOT A, AH, WE MIGHT TRY THIS OUT FOR A YEAR. 
          THEY'VE EMBRACED IT AND THEY'RE INVESTING IN IT. 
          AND IT'S GOING TO BE AMAZING TO SEE WHAT HAPPENS WHEN WE LOOK BACK ON THIS, WHEN WE HAVE STRATEGIC PLANNING DONE WITH CORAGGIO. 
          I'VE WORKED WITH THEM MULTIPLE TIMES AND I CAN'T TELL YOU THE DIFFERENCE THAT IT MAKES AND THE ROADMAP THAT THEY PROVIDE YOU. 
          IT'S INCREDIBLE FOR A DESTINATION. 
          AND I'M EXCITED TO BE ABLE TO SAY, IN TWO YEARS, I GOT TO BE A PART OF THAT. 
          AND YOU ALL SHOULD FEEL THE SAME WAY. 
          THAT'S ALL I HAD. 
          UNLESS, UM, , THERE'S MORE FROM ANYBODY ELSE. 
          HAVE, HAVE YOU GUYS GIVEN ANY THOUGHT TO WHAT THE POTENTIAL USE OF ARTIFICIAL INTELLIGENCE MIGHT BE IN THIS ARENA? IT'S, I HAVE SOME STRONG PERSONAL FEELINGS ABOUT THAT. 
          I BELIEVE IN AUTHENTIC CONTENT . 
          I REALLY, WELL, I'M NOT, I'M NOT SAYING GENERATING IT. 
          I KNOW I'M, BUT USING IT, YES. 
          I STRUGGLE PERSONALLY WITH AI BECAUSE I LOVE AUTHENTIC CONTENT. 
          I LIKE TO WRITE IT, I LIKE TO GENERATE IT. 
          I LIKE TO SEE IT. 
          AND I'M NOT A HUGE FAN OF, OF AI GENERATED CONTENT BECAUSE I BELIEVE THAT YOU CAN TELL, ESPECIALLY IN THE TRAVEL AND TOURISM WORLD, WHEN YOU START SEEING SO MANY ADJECTIVES BEING USED, YOU TALKING ABOUT THAT. 
          BUT IT DOESN'T MEAN THAT IT CAN'T BE USED. 
          AND THERE A LOT OF TRY TO ANALYZE COOL TOOLS. 
          OH YES, ABSOLUTELY. 
          AND AT THE GOVERNOR'S CONFERENCE, THAT'S ANOTHER THING. 
          THERE'S AN OFFICE OF TOURISM DOES A GOVERNOR'S CONFERENCE EVERY YEAR, EVERY SUMMER. 
          AND YOU'LL GET THE INFORMATION, GET THE INVITE, AND THE DATA AND THE INFORMATION THAT THEY PROVIDE THERE IS ALWAYS EXCELLENT. 
          AND THEY HAD A WHOLE PIECE ON AI AND THE, THE TOOLS AND EVERYTHING, BUT NOT AI RELATED. 
          THERE'S A REALLY GREAT TOOL THAT THE FEDERAL AIRLINE ADMINISTRATION IS COMING OUT WITH TO BE ABLE TO SHOW US INTERNATIONAL TRAFFIC FLYING IN FROM EUROPE, ANYWHERE TO THE UNITED STATES, BUT THEN BREAK IT DOWN BY STATE. 
          SO ONCE THAT INFORMATION IS RELEASED, UH, IT'S SUPPOSED TO COME OUT IN NOVEMBER, BUT, YOU KNOW, GOVERNMENT SHUT DOWN DELAYS ALL THAT. 
          SO WHEN IT COMES OUT THIS YEAR, I CAN'T WAIT TO SHARE THAT WITH ALL OF YOU BECAUSE YOU'LL BE ABLE TO GO ON THE DASHBOARD WHENEVER YOU WANT AND TYPE IN DIFFERENT TIMES AND BE ABLE TO PICK DIFFERENT COUNTRIES AND DIFFERENT AREAS AND SEE WHO'S COMING. 
          THE TRENDS RIGHT NOW OF DIFFERENT COUNTRIES COMING IN TO THE STATES AND TO ARIZONA WILL BLOW YOUR MIND. 
          PAKISTAN, INDIA FOR VISITATION, TRAVEL, IT'S SHIFTING LIKE THE WHOLE MARKET AND EVERYTHING IS SHIFTING. 
          IT'S SUPER INTERESTING AND I THINK YOU ALL WOULD ENJOY IT. 
          ALL RIGHT. 
          ANYTHING ELSE? ANY OTHER QUESTIONS FOR IT? THANKS, HEATHER. 
          JUST A THANK YOU. 
          GOOD, THANKS. 
          THANKS FOR THAT ENTHUSIASM TOO. 
          YOU GOT US ALL. 
          LOVE IT. 
          JAZZED UP, UP HERE, . 
          [6. FUTURE MEETING DATES AND AGENDA ITEMS]
OKAY, THE NEXT ITEM IS, UH, NUMBER SIX, FUTURE MEETINGS, DATES AND AGENDA ITEMS. KEEGAN, DID YOU WANT TO SAY ANYTHING ON THIS OR JUST THE DATE? YES, I'M PULLING IT UP RIGHT NOW. 
          OH, HERE. 
          IT'S OKAY. 
          SO WE DO HAVE SOME ITEMS SET FOR FEBRUARY'S MEETING. 
          AND THE, THE TOPICS THAT WE'RE, UM, THAT WE'RE PUTTING ON THE AGENDA INCLUDE THE RESEARCH REVEAL FROM GIO AND DVA, WHICH WILL BE AMAZING. 
          THEY'VE, THEY'VE DONE A TON OF 
          [01:45:01]
SURVEYS. 
          THEY'VE DONE THE LISTENING SESSIONS, THE STAKEHOLDER INTERVIEWS. 
          SO WE WILL, WE'LL BE ABLE TO REVEAL THAT IN FEBRUARY. 
          ALSO, WE'RE GOING TO GIVE A OVERVIEW OF THE FISCAL YEAR 24 AND 25 BUDGET. 
          UH, WHAT WE'VE SPENT, WHERE WE'RE GOING, WHAT WE'RE HOPING TO PRESENT TO COUNCIL WINS THE ANYWAYS, WE'LL, YOU GUYS WILL SEE IT FIRST. 
          AND THEN, UM, WE'LL BE PRESENTING IT TO COUNCIL TO SEE IF IT, IF IT IS APPROVED. 
          SO THOSE ARE THE TWO AGENDA ITEMS FOR FEBRUARY. 
          ANY, I KNOW AS A REMINDER, THE, THE PART OF THAT, I WOULD SAY THE RESEARCH COMPONENT WAS OVER 15 STAKEHOLDER INTERVIEWS, INCLUDING THE LODGING COUNCIL, YOU ALL, UM, THE CHAMBER, ET CETERA, ET CETERA. 
          K FS BI KNOW YOU WERE PART OF IT. 
          UM, SO IT'S GOT STAKEHOLDER INTERVIEWS. 
          IT'S A WRAP UP OF THE THREE SURVEYS THAT WE DID. 
          ONE WAS THE RESIDENT SENTIMENT SURVEY, WHICH I THINK YOU ALL FIND VERY INTERESTING. 
          THE RESULTS I'VE SEEN, JUST THE INITIAL REPORT ON IT. 
          UM, IT IS THE VISITOR INTERCEPT SURVEY. 
          SO THEY DID SURVEYS IN DECEMBER OF PEOPLE ON THE GROUND. 
          UM, AND THEN IT WILL BE THE NATIONAL SURVEY THAT THEY DID. 
          UM, THEY SURVEYED THOUSANDS OF, UM, PEOPLE FROM THEIR SURVEY PANEL ON, UH, THEIR, UM, SENTIMENTS ON SEDONA. 
          SO STAKEHOLDER INTERVIEWS, SURVEYS, AND THEN THE LISTENING SESSION WITH THE COMMUNITY. 
          UM, AND THEN INTERVIEWS WITH CITY COUNCIL, WRAPPING ALL OF THAT UP INTO KIND OF, HERE'S WHAT WE HEARD DURING OUR RESEARCH. 
          DID WE MISS ANYTHING? WHAT DO YOU ALL THINK? SO THAT'S WHAT WE'RE PLANNING FOR, FOR FEBRUARY'S MEETING. 
          CAN I ASK IF THERE'LL BE AN OPTION TO ZOOM IN FOR THAT ONE? AS OF RIGHT NOW, I'LL STILL BE IN TUCSON WEEK FOUR OF FIVE TRADE SHOWS. 
          UM, AND JUST WONDERING IF THERE'S AN OPPORTUNITY TO ZOOM IN OR NOT AT THE MOMENT. 
          OKAY. 
          I, I HAVE A, A FEW SUGGESTIONS FOR PERHAPS NOT NEXT MEETING, 'CAUSE THAT SOUNDS LIKE PRETTY FULL AGENDA. 
          UH, BUT FOR OTHERS, UM, MARK BROOK, UH, I DON'T KNOW IF ANY OF YOU KNOW, HE DID A TAX AND ECONOMIC PRESENTATION THAT HE PRESENTED, UH, TO SOMES OTHER GROUP OF BUSINESSES IN TOWN. 
          UH, IT, IT'S, UM, I'VE SEEN THE, THE POWERPOINT OF, I HAVEN'T HEARD THE COMMENTARY, BUT, UM, THERE'S SOME REALLY REMARKABLE INFORMATION WHERE HE, HE'S TAKEN, UH, BED TAX SALES TAX INFORMATION AND OVERLAYED IT WITH, UM, WASTEWATER MANAGEMENT. 
          HOW MUCH WASTEWATER DID WE PRODUCE DURING CERTAIN TIMES, UH, LINKED UP TO THE, UH, ECONOMIC NUMBERS. 
          UH, AND, AND THERE WERE JUST SOME, UH, JAW DROPPING. 
          OH MY GOD, THAT'S INTERESTING. 
          UM, SO IT MIGHT BE HELPFUL IF THIS GROUP EITHER, UH, GOT MARK TO SHARE THE PRESENTATION, UH, WITHOUT COMMENTARY TO US, OR, YOU KNOW, ACTUALLY HAVE HIM COME AND PRESENT IT. 
          UH, I THINK IT WOULD BE VERY HELPFUL FOR EVERYBODY ON THE, ON THE BOARD TO, TO SEE THAT. 
          UM, BOB, AT THE MOST RECENT, UH, UH, CITY COUNCIL MEETING, THERE WAS A GREAT DEAL OF DISCUSSION ABOUT THE VISITORS BUREAU AND WHAT ROLE IT SHOULD HAVE IN THE FUTURE. 
          AND I THINK THAT'S DEFINITELY A SUBJECT THAT THIS GROUP NEEDS TO REVIEW AND, UM, FORM A A AN OPINION OR OPINIONS, UH, FOR THE CITY COUNCIL TO CONSIDER. 
          MM-HMM, . 
          UH, AND, AND THAT KIND OF LINKS INTO THE BUDGET ISSUE. 
          UH, 'CAUSE AS I RECALL, THAT'S, YOU KNOW, SIX FIGURE, UH, BUDGET ENTREE. 
          UM, AND THEN, UM, MUCH FURTHER DOWN THE ROAD, UM, THE, THE CITY WAS, HAD VOWED TO LOOK AT, UH, UH, PARKING SOFTWARE, UH, THAT COULD BE IMPLEMENTED. 
          I DON'T KNOW WHERE THAT IS, UM, IF, IF ANYTHING HAS BEEN DONE, BUT IT WOULD BE INTERESTING. 
          UH, ALSO THERE'S, UM, UH, ALSO SOFTWARE, UH, OR THE, THE OPPORTUNITY FOR APPS USING QR CODES THROUGHOUT UPTOWN, THROUGHOUT, YOU KNOW, TRAILHEAD, WHATEVER, UH, TO MAKE IT EASY FOR VISITORS TO, UH, ACCESS INFORMATION ABOUT THE SITE, STORE LOCATIONS, UM, ET CETERA, ET CETERA. 
          UM, I DON'T KNOW IF THERE'S BEEN ANY INVESTIGATION BY THE TEAM, YOU KNOW, THIS, LIKE I SAID, THIS IS PROBABLY A MORE FUTURE THING. 
          UH, BUT IT'S, I THINK SOMETHING THAT COULD BE VERY USEFUL TO VISITORS TO DOWNLOAD THE SCENIC SEDONA APP OR WHATEVER. 
          [01:50:01]
UH, AND THEN ACTUALLY USE IT WHILE THEY'RE HERE, UH, TO FIND WHERE THEY WANT TO GO. 
          WHAT'S THE SHUTTLE SERVICE LIKE, WHERE DO I GET PICK UP? YOU KNOW, A LOT OF STUFF THAT COULD REALLY ENHANCE THE VISITOR, UH, EXPERIENCE IN TOWN. 
          UM, THOSE, THOSE ARE THE MAIN THINGS THAT, YOU KNOW, I'D LIKE TO SEE IN FUTURE MEETINGS. 
          OKAY. 
          THOSE ARE GREAT IDEAS. 
          AND WE HAVE DISCUSSED ALL OF THOSE INTERNALLY. 
          SO WE'RE, WE'RE ON THE SAME PAGE. 
          UH, FOR, FOR MARK BROOK. 
          I HAVE EMAILED BACK AND FORTH WITH HIM. 
          HE DID GIVE AN AMAZING PRESENTATION AT THE SEDONA LODGING COUNCIL IN DECEMBER, , I FORGOT WHAT MONTH I'M IN. 
          AND, UM, I HAD, I HAD GIVEN HIM A FEW OPTIONS. 
          WE'RE, WE'RE TRYING TO MAKE SURE THAT WE'RE GIVING THE PUBLIC A FAIR OPPORTUNITY TO COMMUNICATE WITH YOU. 
          THAT'S WHY WE CREATED THE SEDONA AZ EMAIL ADDRESSES FOR ALL OF YOU SO YOU CAN BE SUPER AVAILABLE TO THE PUBLIC. 
          UM, I DID CREATE WHAT WE, WE BRAINSTORM THREE OPTIONS FOR HIM. 
          ONE WOULD BE TO SPEAK DURING PUBLIC COMMENT, WHICH IS THREE MINUTES. 
          THE OTHER WOULD BE TO SHARE HIS PRESENTATION FROM SONSONA LODGING COUNCIL AND TO SHARE HIS ACTUAL SLIDES FROM, FROM THAT SON LODGING COUNCIL. 
          SO I HAVEN'T HEARD BACK FROM HIM, BUT IT SHOULD BE SHARED NO MATTER WHAT. 
          JUST WE'RE TRYING TO FIGURE OUT WHAT FORM WOULD BE BEST FOR THAT. 
          UM, THE VISITOR CENTER, WE ARE GOING BACK AND FORTH WITH THE, WITH THE CHAMBER OF COMMERCE TO DETERMINE WHAT TYPE OF SPLIT MIGHT BE NEGOTIABLE. 
          AND I'M NOT SURE IF YOU SAW THE BUDGET RETREAT, WHICH HAPPENED DECEMBER 14TH AND, EXCUSE ME, 13TH, 14TH. 
          THE COUNCIL DECIDED THAT, AND LAUREN, CORRECT ME IF I'M WRONG, BUT THAT WE WERE GONNA GO, IF, IF THEY WERE OPEN TO A 50 50 SPLIT, THEN THAT WOULD BE ON THE TABLE FOR NEGOTIATIONS. 
          THE CHAMBER HAD SAID PRIOR THAT THEY WANTED 100% FUNDING. 
          SO, UM, GIVEN THAT INFORMATION FROM COUNCIL, I KNOW KAREN OSBORNE HAS GONE BACK AND FORTH. 
          UH, SO THAT'S STILL IN NEGOTIATION AND WE DON'T KNOW WHERE WE'RE GONNA GO WITH THAT, BUT I THINK THERE'S GONNA BE A LOT OF DISCUSSION COMING UP IN THE FUTURE ABOUT IT. 
          AND YOU GUYS WILL DEFINITELY, YEAH, ONE OF THE, THE KEY ISSUES ARE WHO, WHO GOES IN TO THOSE VISITORS, YOU KNOW, TO THE VISITORS, UM, UH, CENTER, BUREAU, WHATEVER, UH, IN MORE DATA ABOUT IT BECAUSE YOU KNOW, THAT, THAT, THAT'S BEEN A COMPLAINT WE HAD WITH THE CHAMBER FOR THE LAST THREE YEARS IS, YOU KNOW, YEAH. 
          THEY GIVE US A RAW COUNT OF THE PEOPLE WHO WALKED IN THE DOOR. 
          BUT, UM, SO I WAS, I DID TRY AND, UM, THINK A LITTLE BIT AHEAD AND I JUST, JUST A SMALL, ARE WE GETTING OFF POINT ORDER? I JUST WANNA MAKE SURE THAT WE DON'T CREATE A DISCUSSION HERE THAT'S NOT ON THE AGENDA. 
          OH, GOOD POINT. 
          AND SO LET'S, LET'S JUST TABLE, I, I THINK BECAUSE WE'RE STARTING TO GET ON THAT YEAH. 
          TABLE, YOU'RE ON THE FUTURE TOPICS, BUT WE, WE CAN TABLE IT, PUT IT, WELL, YEAH, JUST PUT IT ON THE AGENDA. 
          ONE, JUST ONE PERSONAL PIECE OF INFORMATION, NOT SPEAKING ON BEHALF OF ANYBODY, BUT IF THIS GROUP IS TO FORM AN OPINION ON THE VISITOR CENTER, IT NEEDS TO BE DONE QUICKLY BECAUSE I KNOW THAT THE, THERE ARE SOME CHANGES ON BOTH SIDES OF THE CITY AND THE CHAMBER HAPPENING, UM, WITH FISCAL YEARS AND WHATNOT, THAT, THAT, THAT DECISION WOULD NEED TO BE MADE SOONER THAN LATER. 
          SO IF THAT IS GOING TO BE A DISCUSSION, IT WOULD HAVE HAVE TO HAPPEN SOONER THAN LATER. 
          SO, WE'LL, WE'LL TALK INTERNALLY AND WE'LL, WE'LL GIVE YOU AN ANSWER QUICKLY WHETHER THAT COULD BE ON AN AGENDA IN THE FUTURE, IN THE NEAR FUTURE. 
          UH, PARKING SOFTWARE AND QR CODES, KIOSK, VISITOR, IT'S ALL KIND OF RELATED. 
          UM, WELL, ESPECIALLY THE, THE QR CODES AND THE KIOSKS AROUND TOWN THAT COULD GIVE PEOPLE MORE INFORMATION. 
          SO I, I THINK THAT COULD BE A FUTURE AGENDA ITEM, BOTH OF THOSE. 
          SO, SO LET US TALK INTERNALLY AND TRY TO FIGURE OUT THE BEST TIMING FOR THAT. 
          OKAY. 
          ALRIGHT. 
          ANYTHING ELSE? ARE WE GOOD? ? WE'RE ADJOURNED. 
          WOW. 
          FIVE MINUTES EARLY. 
          WOO HOO. 
          I'M SORRY. 
          NO, NO, NO. 
          I DIDN'T REALIZE AS I WAS TALKING, IT WAS LIKE UHOH, WE'RE GETTING YOUR DISCUSSION MIGHT GET INTO DISCUSSION. 
          YEAH. 
          SO THANKS. 
          YES, I DO.
* 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.