[00:00:01]
IS OKAY 'CAUSE I SAW FRANCIS NOT DOING A BUNCH OF STUFF.I'M JUST KIND OF CURIOUS WHAT WAS GOING ON.
[1. CALL TO ORDER, PLEDGE OF ALLEGIANCE, ROLL CALL]
SO LET'S GO AHEAD AND CALL TO ORDER THE, UH, CITY OF SEDONAS TERM TOURISM ADVISORY BOARD MEETING.AND, UH, WE'LL START WITH THE PLEDGE OF ALLEGIANCE.
PLEDGE ALLE TWO FLAG OF THE UNITED STATES OF AMERICA AND TWO REPUBLIC ISHA SANDS.
ONE NATION UNDER GOD, INDIVIDUAL WITH LIBERTY AND JUSTICE FOR ALL.
ALRIGHT, AND, UM, LET'S DO ROLL CALL CHAIR.
[2. ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF]
ITEM NUMBER TWO.ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY EITHER BOARD MEMBERS, IF YOU GUYS HAVE ANYTHING OR THE STAFF.
WE JUST WANTED TO GIVE AN UPDATE ON THE TOURISM MANAGER, UM, POSITION.
WE DID DO INTERVIEWS YESTERDAY WITH CANDIDATES AND WE'RE, UM, IN THE MIDDLE OF DECIDING, UM, WHICH PERSON IS THE BEST AND MAKING THEM AN OFFER.
WE HAD, UM, TWO MEMBERS, THE CHAIR AND VICE CHAIR ON THE HIRING COMMITTEE, WHICH WAS REALLY HELPFUL.
YEAH, THAT, THAT WAS GREAT TO BE PART OF.
THANK, THANKS FOR INVITING US.
AND I WANTED TO SAY WELCOME BACK TO RICHARD WHO GOT BACK SAFELY.
ARE YOU STILL HERE OR ARE YOU READY TO SPEAK? SPEAK EGYPTIAN TO US.
[3. CONSENT ITEMS]
UH, CONSENT ITEMS. THE, UH, HOPEFULLY EVERYBODY SAW THE, THE, UH, MINUTES FROM THE FEBRUARY SI SEVENTH MEETING THAT KEEGAN HAD SENT AROUND.AND, UH, UNLESS THERE'S OBJECTIONS, WE'LL GO AHEAD AND APPROVE THOSE.
ANYTHING THAT YOU GUYS ALL READ, ALL READ 'EM, CHANCE TO LOOK.
I THINK THAT ONE WE DON'T NEED TO VOTE ON, BUT, OKAY.
AND I DON'T SEE ANYBODY FROM THE PUBLIC AND I DIDN'T SEE ANY CARDS, SO NOBODY BACK THERE.
[5.a. Winter Marketing Campaign results]
FIVE, REGULAR BUSINESS, WHICH IS OVER TO YOU GUYS.AND YOU WANT ME TO START UHHUH
UM, ALRIGHT, SO THANKS FOR JOINING US AN HOUR EARLIER TODAY.
WE WANTED TO JUST MAKE SURE AND, AND GIVE THIS THE TIME THAT IT NEEDED AND MAKE SURE THAT YOU HAD THE TIME TO, UM, HAVE ALL THE DISCUSSION AS WELL.
UM, HOPEFULLY YOU SAW THE STAFF REPORT THAT I WROTE.
UM, BUT BASICALLY THIS IS A, A CULMINATION OF, LET'S SEE, SINCE DECEMBER.
UH, YOU ALL HEARD THE, THE RESULTS ON THE SURVEYS.
UM, BUT NOW, YOU KNOW, WE'VE KIND OF GOTTEN TO A POINT WHERE, UM, NOT ONLY DO WE HAVE THE, THE RESULTS OF THE WINTER CAMPAIGN, BUT WE'RE BRINGING YOU A, UM, SUMMER STEWARDSHIP BRIDGE CAMPAIGN CONCEPT.
WE'RE BRINGING YOU THE SUMMER MEDIA PLAN AND THE BRAND STATEMENT.
UM, WHAT WE'RE HOPING TO GET FROM ALL OF YOU TONIGHT IS CONSENSUS ON HOW ARE WE GOING TO MOVE FORWARD, UM, AS WE GET LATER ON INTO THE PRESENTATION.
WE'VE GOT SOME KIND OF WILD CARDS WITH THE, UM, THE CHAMBER'S, UM, UH, BID PLAN THAT THEY'RE DOING.
AND THEY ARE, THEY ARE, AT LEAST I CAN SHARE WITH YOU WHAT I DO KNOW, WHICH IS WHAT I WROTE IN THE STAFF REPORT, UM, ABOUT THEIR PLANS WITH THAT.
UM, BUT BASICALLY WE WANNA KNOW FROM YOU, UM, DO YOU LIKE THIS DIRECTION? UM, WHAT WOULD YOU LIKE TO RECOMMEND TO COUNCIL? UM, THIS WILL BE KIND OF OUR FIRST TEST OF WHAT IT'S LIKE TO GET CONSENSUS FROM THIS BOARD.
UM, AND THEN ALSO, UH, IN TERMS OF THE, THE STEWARDSHIP CAMPAIGN.
WHAT DID WE GET RIGHT? WHAT DID WE GET WRONG? WHAT DO WE NEED TO REFINE IN THE NEXT FEW DAYS AS WE PREPARE TO GO TO COUNCIL ON THE 27TH? RIGHT? YES.
YEAH, WE HAD THOUGHT IT WAS GOING TO BE EARLIER, UM, NEXT WEEK, BUT WE PUSHED IT BACK TO THE 27TH JUST TO GIVE US A LITTLE BIT OF TIME TO, TO REFINE ANYTHING THAT WE NEEDED TO, UM, IN ORDER TO GET IT IN THEIR PACKETS ON
[00:05:01]
TIME.DO I HAVE TO BE REALLY CLOSE TO THIS? APPARENTLY? UM, 'CAUSE I WANNA TRY TO TAKE NOTES TOO, SO WE'LL SEE HOW THIS GOES.
I ALSO REALLY DIDN'T WANNA STAND.
I DON'T KNOW IF YOU REMEMBER ME, MARY ANGEL WITH DVA ADVERTISING, PUBLIC RELATIONS, JUSTIN YAKS HERE, BUSINESS PARTNER, UM, ALONG WITH CHRISTIAN FOLK.
THE THREE OF US, UM, ARE THE PARTNERS AT DBA.
AND, UM, WE, ALONG WITH THE REST OF OUR TEAM, HAVE BEEN WORKING, UM, DILIGENTLY AS YOU KNOW, SINCE WE'VE ALREADY COME TO SEE YOU TWICE AND YOU'VE ONLY HAD LIKE THREE MEETINGS.
UM, WE'VE BEEN WORKING PRETTY DILIGENTLY ON MOVING FROM A POINT OF DATA RECOVERY AND, AND, UM, AND INTERVIEWS AND ALL THOSE THINGS THAT WE TALKED ABOUT THE LAST TIME, UM, INTO ACTIONABLE WORK.
SO, UM, THE BRAND, THE, UM, FIRST CREATIVE CAMPAIGN, UM, THAT WE ARE PROPOSING THAT WE PUT OUT IN THE WORLD, AND THEN THE MEDIA PLAN THAT WOULD BE BEHIND THAT.
UM, ONE OF THE MAIN POINTS THAT EVERYBODY HAS MADE ALL ALONG THE WAY, NOT JUST THIS GROUP, IS HOW IMPORTANT IT IS THAT ALL THE VARIOUS ENTITIES WORK TOGETHER AND COORDINATE EFFORTS.
SO NOTE THAT, UM, THESE EFFORTS HERE, WHAT YOU'RE ABOUT TO SEE, OH, THANK YOU, I FORGOT ABOUT THAT.
UM, ARE STILL REFLECTIVE OF CONVERSATIONS, BLESS YOU WITH OTHER ENTITIES OUT THERE.
UM, BUT AS LAUREN ALSO ALLUDED TO, THERE'S SOME THINGS WE'RE NOT TOTALLY SURE ABOUT YET.
WE JUST THINK THERE'S SOME DIRECTION, UM, THAT DOESN'T NECESSARILY CHANGE A LOT OF WHAT WE ARE GOING TO BE RECOMMENDING.
AND, UM, WHAT YOU SAW IN YOUR PACKET IS, UM, THOSE RECOMMENDATIONS.
I WILL, UM, I WAS TALKING TO CRAIG A LITTLE EARLIER.
UM, IF THIS IS A, A LITTLE BACKWARDS WAY FOR US ORDINARILY TO OPERATE, JUST SO YOU KNOW, UM, ORDINARILY WHAT WILL HAPPEN IS THAT WE WILL COME TO WHOEVER OUR CLIENT IS, IN THIS CASE, YOU OR THE CITY, AND WE WOULD PRESENT ALL OF THE THINGS, UM, AND THEN SEND IT ALL TO YOU IN A WRITTEN FORM.
SO BASICALLY WE HAVE THE OPPORTUNITY TO GET GUT REACTIONS, UM, AND THEN THOUGHTFUL FOLLOW UP.
UM, IN THIS CASE YOU GOT ALL OF IT AHEAD OF TIME.
SO WE ARE STILL GOING TO PRESENT SOME ELEMENTS TO YOU BECAUSE WE THINK IT'S STILL IMPORTANT THAT YOU SORT OF QUIET YOUR MIND AND JUST SORT OF LISTEN TO SOME OF THOSE THINGS.
UM, BUT WE DO GET THAT YOU'VE ALREADY SEEN IT, YOU ALREADY HAVE OPINIONS.
UM, I, WHAT I DO HOPE IS THAT YOU'LL REMEMBER FROM THE FIRST MOMENT YOU OPENED THE PACKET FROM LAUREN THAT WHATEVER THOSE INITIAL RE IN, UM, REACTIONS WERE THAT YOU'LL REMEMBER THAT SO THAT WE CAN INCLUDE THAT IN OUR DISCUSSION TODAY.
AS LAUREN NOTED, WE, UM, WE ARE SCHEDULED TO PRESENT ALL OF THE SAME MATERIAL TO COUNCIL ON THE 27TH.
IT'S JUST A COUPLE OF WEEKS FROM NOW.
UM, THEIR PACKETS ARE DUE TO THEM AT LEAST A WEEK IN ADVANCE, RIGHT? THE MATERIALS ARE DUE NEXT WEEK.
SO IT'S NOT LIKE WE'VE REALLY BOUGHT OURSELVES A TON OF TIME.
WHAT WE ARE HOPING WILL HAPPEN FROM THIS GROUP IS EXACTLY WHAT LAUREN SAID, THAT WE'LL GET A CONSENSUS FROM THE GROUP IN TERMS OF, EVEN IF IT'S BROAD FEELINGS, WE GENERALLY THINK THIS REFLECTS WHAT WE FEEL.
WE GENERALLY THINK THIS FEELS RIGHT.
WE GENERALLY THINK THIS IS THE RIGHT DIRECTION.
OBVIOUSLY IN ONE CASE, WE DO HAVE TWO DIFFERENT CAMPAIGN CONCEPTS AND WE'RE HOPING THAT YOU WILL SAY, WE LOVE THIS ONE
THIS ONE IS GOOD, BUT NOT OUR FAVORITE.
THAT WOULD BE AWESOME BECAUSE WHAT'S GONNA HAPPEN IS WE'RE GONNA END UP PRESENTING, LIKE I SAID, ALL THIS STUFF TO COUNCIL, BUT IT'S REALLY IMPORTANT THAT WE ALSO INCORPORATE INTO THAT COUNCIL PACKET THE TABS FEEDBACK.
SO THAT'S WHAT WE'RE LISTENING FOR.
UM, THE LAST THING I'M GONNA SAY,
WE COULD WORDSMITH THIS STUFF TO DEATH.
WE'RE HOPING THAT WE WON'T BE KIND OF USING A LOT OF YOUR TIME FOR WORDSMITHING, ESPECIALLY SINCE MANY OF THE THINGS YOU WILL BE LOOKING AT, LIKE BRAND DESCRIPTION.
WE'LL NEVER SEE A A A, A HUMAN BEING OUTSIDE OF OUR GROUP ISN'T GONNA SEE THAT STUFF.
IT IS REALLY THE FOUNDATIONAL WORK FOR US TO WORK GO FROM.
SO IF YOU CAN HOPEFULLY KEEP THAT IN MIND AS YOU'RE THINKING ABOUT YOUR FEEDBACK, FEEDBACK.
BUT WE'RE GONNA START WITH AN EASY ONE AND THAT IS WE JUST WANNA, UM, REPORT BACK ON HOW WINTER WENT.
SO AS YOU'LL RECALL, PRIOR TO BEING, TO DOING ALL THE BRAND WORK AND THE RESEARCH WORK AND ALL THAT OTHER KIND OF STUFF, WE STILL HAD TO MARKET WINTER.
UM, SO WHAT STAFF HAD PUT TOGETHER WAS, UM, WHAT THEY CALLED THE MINI CAMPAIGN.
SO IT WAS A STANDALONE WINTER CAMPAIGN THAT WASN'T NECESSARILY CONNECTED TO THE WORK WE WERE DOING.
IT'S THE FIRST THING OUT THE DOOR BEFORE WE HAD A CHANCE TO DO ANYTHING.
UM, THE WIN THE OTHER IMPORTANT PART ABOUT THE WINTER CAMPAIGN IS THAT 100% OF THE
[00:10:01]
MEDIA WAS, UM, WAS MEDIA THAT WE COULD TRACK IN TERMS OF ATTRIBUTION, WHICH MEANT WE ONLY USED ONE CHANNEL OF MEDIA WAS ALL DATA FI, PROGRAMMATIC MARKETING, UM, THAT, AND DATA FI IS THE DATA SERVICE THAT WE'RE ALSO UTILIZING TO SEE VISITATION WITHIN MARKET.SO BY USING THEIR CHANNEL, WE WERE ABLE TO SEE PEOPLE WHO SAW THAT AD AND THEN ENDED UP IN MARKET WE COULD ATTRIBUTE TO THAT CAMPAIGN.
SO WE DIDN'T HAVE SEARCH, WE DIDN'T HAVE PAID SOCIAL, YOU KNOW, WE DIDN'T HAVE ANY OF THOSE OTHER THINGS.
UM, WHICH IS IMPORTANT TO NOTE BECAUSE WHEN WE TALK ABOUT SUMMER, WE'RE GONNA TALK ABOUT EXPANDING THAT.
BUT FOR WINTER, THAT WAS THE WHOLE POINT.
IT WAS A LITTLE KIND OF GET TO KNOW YOU CAMPAIGN, IF YOU WILL, AND SEE IF WE COULD DRIVE SOME VISITATION DURING A SLOW TIME OF YEAR.
NOW I HAVE MY LITTLE POINTER, I HAVE TO REMEMBER HOW TO USE THIS.
UM, CAN YOU GUYS ACTUALLY, THIS WINTER CAMPAIGN I THINK HAPPENED BEFORE THE TAB WAS ACTUALLY PUT IN PLACE.
IS ANYBODY FAMILIAR WITH THE WINTER CAMPAIGN? MM-HMM.
UM, SO THE WINTER CAMPAIGN WAS BUILT TO SPECIFICALLY DRIVE VISITATION TO SEDONA.
IT WASN'T A STEWARDSHIP MESSAGE, IT WASN'T EDUCATION, IT WAS LITERALLY COME VISIT SEDONA WHEN IT IS WINTERTIME AND OTHERWISE NOBODY WILL COME.
SO THE UM, THE ACTUAL CREATIVE LOOKED LIKE, LOOKED LIKE, OH, OH, I SEE.
IS IT GONNA COME UP? THAT'S A BUMMER.
IT WAS, UM, BUT YOU REMEMBER IT.
YEAH, IT WAS, IT WAS PRETTY PICTURES.
AND UM, AND BASICALLY IT WAS SAYING, YOU KNOW, THERE'S LOTS OF SUNSHINE HERE.
SO WHAT WE ARE SAYING TO THESE MARKETS, NEW YORK, CHICAGO, MINNEAPOLIS, SEATTLE, SAN DIEGO, LAS VEGAS, SAN FRANCISCO, DENVER, SANTA FE, DURANGO, PARK CITY, UM, LOTS OF PLACES THAT HAVE WINTER.
WE ARE SAYING, UM, COME UP HERE, COME TO SEDONA FOR SOME SUNSHINE IN THE WINTER.
UM, YOU'LL NOTE THAT WE DID NOT TARGET, UM, PHOENIX OR LA IN THIS CASE.
UM, THAT WAS PURPOSEFUL AT THE TIME.
THERE WAS A COUPLE REASONS FOR THAT.
ONE IS WE FIGURED THEY'RE PROBABLY GONNA COME ANYWAY.
AND TWO, UM, IS BECAUSE AT THE TIME COUNCIL FELT PRETTY STRONGLY ABOUT NOT MARKETING IN PHOENIX, AS YOU ALL KNOW, FROM WHAT WE TALKED ABOUT LAST MONTH, WE WERE GOING TO BE RECOMMENDING SOME CHANGES THERE.
THE CAMPAIGN ITSELF PERFORMED REALLY WELL OVERALL, DESPITE THE FACT THAT IT WAS LITERALLY ONE CHANNEL.
UM, WHAT IT DID ALLOW US TO SEE THAT WAS THAT WITH A $50,000 BUDGET ALL IN ONE CHANNEL, ALL IN DATA FI, UM, WE ACTUALLY OBSERVED, THESE ARE REAL NUMBERS.
1043 INDIVIDUAL PEOPLE WHO ENDED UP IN SEDONA WHO HAD SEEN THE CAMPAIGN.
UM, THEY STAYED AN AVERAGE OF 1.7 DAYS, THUS 1,744 TOTAL VISITOR DAYS, UM, WITH AN ESTIMATED ECONOMIC IMPACT OF ABOUT $200,000.
SO, UM, YOU KNOW, WHAT DOES THAT WORK OUT TO BE LIKE A FOUR TO ONE RETURN ON INVESTMENT, WHICH IS, WHICH IS GREAT FOR A LITTLE MINI CAMPAIGN, A LITTLE ONE-OFF KIND OF THING.
AND, UM, WE FEEL REALLY GOOD ABOUT WHERE THIS IS GOING BECAUSE AS YOU'LL SEE WHEN WE TALK FURTHER, UM, HAVING AN ATTRIBUTION ELEMENT TO OUR CAMPAIGNS MOVING FORWARD IS GONNA BE REALLY IMPORTANT.
UM, BECAUSE AS MUCH AS WE WANNA DO LOTS OF EDUCATION AND STEWARDSHIP AND ALL THOSE WARM AND FUZZY THINGS, WHEN WE DO MARKETING THAT ACTUALLY
UM, I'VE GOT A A, A QUESTION THERE, AND IT'S MORE FOR THE GROUP.
UM, SHOULD WE BE LOOKING AT, UM, SALES REVENUE GENERATED WITHIN SEDONA? UH, BUT SHOULD WE ALSO BE LOOKING AT TAX REVENUE GENERATED? UM, SO WHAT'S THE ROI, WHAT'S THE, FOR THE TAXES? SO IF THAT'S POSITIVE, THEN IT BASICALLY IS A SELF, UH, LIQUIDATING PROGRAM, WHEREAS IF WE LOOK AT IT IN TERMS OF REVENUE GENERATED, UM, IT'S VERY DIFFERENT.
YEAH, I I HAD THE SAME, UH, QUESTION AND NOTE.
YOU TALK ABOUT A ROI OF ESSENTIALLY EIGHT TO ONE, WHAT IS THAT RETURN AND WHAT'S MEASURED TO COME UP WITH THAT? YOU MEAN THE SALES AND BED TAX RETURN VERSUS THE RETURN TO THE BUSINESSES? YES.
WHICH, AND JUST GENERALLY, HOW WAS THE ROI DETERMINED? YEAH, THE R FOR THIS ONE TO BE CLEAR IS ALL SALES GOVERNOR RIGHT? IN, IN THIS CASE, IN, IN THIS CASE, WE ARE DOING THIS CALCULATION.
WE MIGHT EVEN HAVE IT IN HERE.
UH, THAT'S JUST HOTEL ATTRIBUTION.
WE, WE DON'T, UM, IN THIS CASE, THE WAY WE CALCULATED RETURN IS WE USED, UM, WE KNEW HOW MANY HOTEL STAYS WE HAD AND WE USED, UM, THE, UM, AVERAGE DAILY
[00:15:01]
RATE FOR HOTELS TO DO THAT CALCULATION, RIGHT? 1.7 TIMES WHATEVER.AND THEN, UM, WE ALSO HAVE OUT OF OUR VI VISITOR INTERCEPT SURVEY AVERAGE SPEND THAT HAPPENED TO HAPPEN DURING THE WINTER.
SO WE HAVE AN AVERAGE, UM, AVERAGE SPEND ON THINGS OUTSIDE OF HOTEL, RIGHT? UM, FOOD, UH, GIFTS, UM, CLOTHING, ALL THOSE OTHER KINDS OF PURCHASES.
THIS DOES NOT CALCULATE TAX REVENUE.
SO THAT ROA, THAT ROI IS JUST BASED ON HOTEL REVENUE AND UM, AND VISITOR SPEND.
SO IT'S A RETURN TO THE COMMUNITY, NOT TO THE CITY.
NOW I WOULD IMAGINE, IS THERE A WAY TO CALCULATE TAX TAX REVENUE ON THAT? SORRY, NOT AN EXACT, NOT IN AN EXACT AMOUNT BECAUSE LIKE WE SAID, WE'RE USING A VISITOR INTERCEPT SURVEY TO DETERMINE WHAT THE AVERAGE DAILY SPEND IS.
AND THEN WE'RE MAKING THAT ASSUMPTION TO GET THAT ROI AND SO I COULD DO A SALES AND BED TAX NUMBER, BUT IT WOULD, IT WOULD BE AN ESTIMATE.
IT WOULDN'T BE AN EXACT AMOUNT.
IT WOULD BE AN INTERESTING FIGURE TO HAVE, EVEN IF IT IS AN ESTIMATE.
YEAH, WE COULD, WE COULD GET 9%, YOU KNOW, OR, YOU KNOW, WHATEVER.
IT'S NOT THAT HARD TO ESTIMATE IT.
I'VE MADE THAT NOTE FOR FUTURE RECAPS.
SO IT WOULD SAY $18,000, IF YOU USE 9% OF 211,000, THE CITY WOULD'VE GOT 18,000, 19,000 IN SALES TAX.
WELL, IT COMES BACK TO US THOUGH, AND THAT'S A MEAN YOU GOT, IT'S, WELL, FIVE SALES TAXES, AND I JUST LIED ACTUALLY, IT'S ACTUALLY THE TOTAL WAS ABOUT 400,000.
SO THIS WOULD BE 13 AND HALF PERCENT.
'CAUSE I WAS LIKE, I COULD HAVE SWORN IT WAS EIGHT TO ONE RETURN ANYWAY, BUT THIS WOULD BE 13 POINT HALF PERCENT FOR HOTELS.
WHICH IS A TAX RATE, WHICH IS DIFFERENT.
BUT YOU'RE RIGHT, YOU COULD, YOU COULD DO THE ESTIMATE IF YOU'VE GOT, YOU KNOW, A COUPLE HUNDRED GRAND WORTH OF HOTEL REVENUE, WHAT THE TAX WOULD BE ON THAT, AND THEN YOU'VE GOT A COUPLE HUNDRED GRAND WORTH OF OTHER SPEND AND WHAT THE TAX WOULD BE ON THAT.
BUT THE CITY'S TAKE ON, BY THE WAY, I DON'T WANNA IMPLY THAT, THAT THE TAX REVENUE, UH, THIS IS ONLY THE IMMEDIATE IMPACT FROM THE CAMPAIGN.
THERE'S A, A LONG TERM BENEFIT TO THE CITY BECAUSE PEOPLE ARE GONNA HAVE SEEN IT.
THEY'RE NOT GONNA GO IN THE WINTER, BUT THEY MIGHT COME SOME OTHER TIME.
SO THERE'S, THERE'S SOME EQUITY THAT'S BUILT BEYOND JUST THE ROI NUMBER.
AND I THINK WHAT YOU'RE SAYING IS THAT NOT ONLY IS IT INTERESTING ON AN ROI OF EIGHT TO ONE OF THIS, BUT WHAT'S THE ROI ON CITY SALES AND BED TAX BACK DIRECTLY TO THE CITY AS WELL, CORRECT? YES.
BUT, YOU KNOW, FUNDING TO, TO BREAK EVEN FROM A BED TAX AND SO FORTH POINT OF VIEW, RIGHT.
UM, WOULD NOT TAKE INTO ACCOUNT THAT THERE'S SOME, UM, RESIDUAL BENEFIT TO A CAMPAIGN.
UH, SO, YOU KNOW, I DON'T WANT, YOU KNOW, HAWKS IN THE COMMUNITY SAYING WE LOST, YOU KNOW, 50%, UH, YOU KNOW, FROM TAX POINT OF VIEW.
AND ON THAT SUBJECT, YOU, YOU GUYS WILL REMEMBER WE JUST REPORTED ON THE VISITOR INTERCEPT SURVEY.
THOSE, ALL THAT VISITOR INTERCEPT HAPPENED DURING THE WINTER AND THEY WERE ALL HAVING A GREAT TIME
AND, YOU KNOW, DEFINITELY I WOULD SAY WAS THAT WAS PROMOTING THE CONCEPT OF THE IDEA OF A GREAT SEDONA WINTER VACATION.
UM, I JUST WANTED TO JUST QUICKLY POINT OUT, REMEMBER THOSE, UM, MARKETS THAT WE TARGETED.
UM, THESE ARE THE ONES WE ACTUALLY SAW MOSTLY IN MARKET, UM, FROM THAT CAMPAIGN, SAN DIEGO AT THE TOP OF THE LIST, THEN CHICAGO, MINNEAPOLIS, SAN FRANCISCO, NEW YORK, AND LAS VEGAS.
DOES THIS PICK UP, UM, AIRBNBS? IT DOES NOT.
SO THERE'S ANOTHER YEAH, EXACTLY.
SO THAT'S A WHOLE OTHER
UM, WHICH WE'RE TALKING ABOUT GETTING, UM, WELL, I'M THINKING ABOUT, WE WILL TALK ABOUT, UM, GETTING SOME REPORTING FROM LIKE AN AIR DNA OR, UM, YOU KNOW, UM, KEY DATA LIGHT LIGHTHOUSE, KEY DATA DATA.
SO WE CAN TRY TO TRACK THAT TOO.
THIS IS ALSO VERY CONSERVATIVE REPORTING
UM, BUT I THINK WE'LL HAVE A LOT MORE OPPORTUNITY IN THE FUTURE.
ANY OTHER QUESTIONS ON THE WINTER? UH, THAT'S WHAT IT LOOKED LIKE.
SO THE TOP PERFORMER WERE VIEWS THAT INSPIRE, UM, WHAT WAS NUMBER TWO AND THREE AND WERE THEY CLOSE OR WERE THEY OH, YOU KNOW, I DON'T HAVE 'EM RANKED ALL THE WAY THROUGH.
I JUST HAD THE TOP PERFORMER, WHICH WAS THE VIEWS THAT INSPIRE WITH THE SUNGLASSES IMAGE AND SUNSHINE DES BARE.
[00:20:01]
IT WOULDN'T BE THAT HARD FOR ME TO GET THAT RANKING.IT MIGHT BE INTERESTING TO SEE, YOU KNOW, IF THEY'RE CLOSE, IF THEY'RE FAR APART.
UM, MIGHT INDICATE DIRECTION FOR THE FUTURE.
I KNOW, YOU KNOW, THE ONLY THING I CAUTION IS THAT, UM, WHEN YOU'RE, WE DO LIKE AUTO OPTIMIZATION AND THE MINUTE ONE STARTS PULLING AHEAD, IT GETS FURTHER OPTIMIZED, IT'S LIKE A SPIRAL, YOU KNOW? OH.
AND SO, UM, OFTEN WHAT HAPPENS, WE WILL DO THIS MANUALLY, IS WHAT HAPPENS IS ONE WILL START GETTING SERVED MORE AND MORE AND MORE AND MORE, AND THEN THE OTHERS WILL START TO GET LOST.
SO SOMETIMES WE'LL EVEN BUILD A SEPARATE AD CAMPAIGN FOR THOSE OTHERS JUST TO MAKE SURE THEY ACTUALLY GET SEEN.
SO AS MUCH AS THAT ONE WAS CLEARLY THE TOP PERFORMER, BUT I'D HATE TO SAY, OH, AND THEN THE OTHERS WERE LIKE 2% BECAUSE THEY MIGHT HAVE JUST GOTTEN BURIED BY IT.
SO WE THINK THAT, WE THINK THAT THOSE ONLINE THINGS ARE SO SMART, BUT, OKAY.
ANYTHING ELSE ON THIS? OKAY, COOL.
UM, GIVEN WHAT YOU'VE EXPERIENCED IN THE ATTRIBUTION DATA, IS THERE ANYTHING YOU WOULD'VE DONE DIFFERENTLY TO IMPROVE IT? THE RESULTS? UM, YEAH, ACTUALLY, SO WE HAD A $50,000 BUDGET AND, UM, WE HAD TOO MANY MARKETS.
SO, YOU KNOW, WHEN WE LOOKED AT THE, YOU KNOW, AND SOMETIMES THAT'S HARD TO SEE, IT WAS A SHORT CAMPAIGN, RIGHT? IT WAS ONLY, WHAT, NINE, 10 WEEKS OR SOMETHING LIKE THAT? UM, IT WAS RELATIVELY SHORT CAMPAIGN.
NOW THAT I THINK ABOUT IT, IT WAS LIKE 10, 8, 10 WEEKS, ABOUT 10 WEEKS.
UM, LATER IN THE CAMPAIGN, WE COULD SEE WHAT KIND OF FREQUENCY AND REACH WE WERE GETTING.
AND, UM, AND WE, YOU KNOW, ORDINARILY WE WANT PEOPLE TO SEE AN AD, AT LEAST SAY FOUR OR FIVE TIMES.
THEY WERE GETTING IT LIKE TWO TO THREE.
SO, UM, IN FACT, FOR SUMMER, WHICH WE'RE ABOUT TO SHOW YOU HERE, UM, WE HAVE A HIGHER BUDGET AND WE DID NOT INCREASE THE NUMBER OF MARKETS.
UM, IN FACT, WE STILL HAVE A COUPLE MARKETS ON THE MARGIN, UM, BECAUSE WE WANNA TRY TO INCREASE THAT REACH AND FREQUENCY.
SO YEAH, THERE'S ABSOLUTELY, EVERY TIME WE DO ONE OF THESE, THERE'S STUFF THAT WE FIND WE CAN IMPROVE ON.
AND A LOT OF TIMES IF A, IF A CAMPAIGN'S RUNNING LONG ENOUGH, WE CAN OPTIMIZE WITHIN THE CAMPAIGN.
YOU KNOW, IN THIS CASE IT WAS PRETTY SHORT.
SO, AND WHEN WE GET TO SUMMER, UM, YOU KNOW, WE ARE RECOMMENDING THAT WE DIVERSIFY CHANNELS AS WELL.
THE DOWNSIDE TO THAT IS YOU CAN'T NECESSARILY SEE A SPECIFIC ROI ON INDIVIDUAL CHANNELS, LIKE SEARCH OR WHATEVER.
UM, BUT IT'S GONNA DRASTICALLY IMPROVE OUR, OUR REACH FREQUENCY AWARENESS DRIVING, UM, AND, UM, AND WEBSITE TRAFFIC.
SO WE THINK THAT THAT'S WORTH THE TRADE OFF.
ARE YOU TAKING US TO THE NEXT? YES.
[5.b. Brand Statement, Summer Media Plan, and Summer Stewardship bridge campaign concept review]
NOW WE'RE GONNA TALK ABOUT CURRENT STUFF.WE'RE GONNA, MAYBE WE JUST CHANGE, LET'S, JUST BECAUSE YOU HAVE TO BE SO CLOSE.
UM, I JUST WANNA SAY, AND, UM, I'VE ALREADY SAID MOST OF THIS, I'M NOT GONNA SAY IT AGAIN, BUT, UM, JUST REMEMBER THE BRAND, AND WE'VE TALKED ABOUT BRAND A FEW TIMES, AND IT'S INTERESTING BECAUSE A LOT OF TIMES PEOPLE HAVE DIFFERENT IDEAS IN THEIR HEAD ABOUT WHAT A BRAND IS.
A LOT OF PEOPLE THINK IT'S A LOGO, AND IT WILL BE, WE'RE GONNA DEVELOP A LOGO, IT'S A TAGLINE.
IT WILL BE, WE'RE GONNA DEVELOP A TAGLINE, YOU KNOW, IT'S A CAMPAIGN WILL BE, WE'RE GONNA DEVELOP A CAMPAIGN.
UM, BUT THE CORE OF A BRAND IS THE STUFF THAT'S UNDERNEATH.
AND, AND JUSTIN HAS A COOL, YOU GUYS SAW IT, THIS COOL LITTLE DIAGRAM, ALL THE STUFF THAT'S UNDERNEATH IS, UM, REALLY WHAT WE'RE TALKING ABOUT TODAY.
SO, UM, I'M GONNA HAVE JUSTIN TURN OVER THAT.
AND I, AND WHAT WE'RE LOOKING FOR FROM YOU GUYS, GUYS IS NOT WHETHER THIS WORD OR THAT WORD IS RIGHT, BUT IF BIG PICTURE, YOU KNOW, THIS IS FEELING LIKE NOT JUST WHAT YOU GUYS THINK, BUT EVEN ALSO WHAT WE'VE HEARD, WHAT WE'VE BEEN GATHERING THROUGH ALL OF OUR RESEARCH DATA, UM, INTERVIEWS, ALL THOSE THINGS.
UH, THIS IS, THIS IS ONE OF MY FAVORITE EXERCISES TO GO THROUGH WITH DESTINATIONS, UH, BECAUSE IT REALLY, YOU KNOW, HELPS US GET TO THE CORE OF, OF WHAT THE DESTINATION IS, WHAT IT STANDS FOR, UM, ALSO WHAT IT ISN'T AND WHAT IT DOESN'T STAND FOR.
AND, AND IN THE CASE OF SEDONA, UM, IT'S BEEN PARTICULARLY, UH, ENJOYABLE FOR, FOR ME PERSONALLY.
IN FACT, I THINK, UH, I, I THINK I MAYBE TEXTED MYSELF THAT THROUGH SIRI, TEXTED MYSELF LIKE 20 TIMES ON THE DRIVE HOME FROM THAT LAST, OR FROM THAT COMMUNITY LISTENING SESSION AT THE LIBRARY.
UM, JUST AS THOUGHTS WERE GOING THROUGH MY, MY HEAD AND AS I WAS REFLECTING ON WHAT I HEARD AND LEARNED AT, AT THAT SESSION, UM, SO ON THE DRIVE BACK
[00:25:01]
TO TUCSON IS WHERE, YOU KNOW, WE REALLY STARTED TO FORMULATE SOME OPINIONS, MANY OF WHICH YOU'LL SEE IN, IN THE DOCUMENT TODAY.UM, AS MARY MENTIONED, UM, WE HAVE THIS REALLY COOL DIAGRAM,
UM, WE'VE KIND OF MADE IT SPECIFIC TO, UH, SEDONA IN SOME WAYS WITH, WITH THE ROCK FORMATIONS.
BUT REALLY, UM, THE BRAND BERG, OR LOOKING AT IT AS AN ICEBERG IS A REALLY GREAT WAY TO, TO KIND OF, OR UNDERSTAND QUICKLY, UM, WHAT THE ELEMENTS OF OF THE BRAND PLATFORM OR THE BRAND AS A WHOLE ARE AND WHAT IS AND WHAT ISN'T VISIBLE TO, UH, THE CONSUMER.
LIKE MARY SAID, UM, MOST OF WHAT IS ON HERE WILL, IT IS NOT, OR WILL NOT, OR NEVER, NEVER WILL BE VISIBLE TO THE PUBLIC OUTSIDE OF MAYBE THIS, THIS ROOM AND, YOU KNOW, SOME OTHERS INTERNALLY.
AND WHAT WE'RE TALKING ABOUT TODAY SPECIFICALLY IS WHAT'S BELOW THE SURFACE.
UM, AND WITHIN THAT, REALLY WE'RE LOOKING AT THE BRAND DESCRIPTION, THE BRAND VALUES, SOME OF THE PILLARS AND THE BRAND VOICE TO GET TO WHERE WE ARRIVED WITH THE BRAND DESCRIPTION.
WE TOOK A LOT OF THINGS INTO CONSIDERATION.
UM, MOST OF WHICH ARE, OH, NOT THERE
UM, ALL OF WHICH YOU'RE, UH, FAMILIAR WITH ALL THE VARIOUS SURVEYS, RESEARCH, LISTENING SESSIONS, INTERVIEWS, UM, TO REALLY TRY TO START NARROWING DOWN INTO WHAT SOME OF THOSE COMMON THEMES, SOME OF THOSE COMMON, UM, CHALLENGES.
SOME OF THOSE COMMON OPPORTUNITIES ARE.
AND FROM THAT, WE DEVELOPED A FEW KEY INSIGHTS, THINGS THAT WE WANTED TO MAKE SURE THAT, THAT WE ADDRESSED IN OR WERE, WERE REFLECTED IN THE BRAND PLATFORM.
AND THOSE THREE THINGS WERE, UM, HOW UNIQUE THE AREA IS, THE NEED TO RESPECT AND PROTECT AND BE GOOD STEWARDS OF THE LAND AND THE PEOPLE, AND OF COURSE, SUSTAINABILITY, WHICH KIND OF PLAYS OFF OF THAT AS WELL.
AND THEN RESIDENT QUALITY OF LIFE, UM, BEING AT THE CORE OF EVERYTHING.
UH, YOU ASKED FOR INITIAL REACTIONS WHEN I WENT THROUGH THIS AND, UM, IT STUCK OUT ON THIS PAGE, AND THEN I, I KEPT THINKING OF IT ON A FEW OF THE COMING PAGES.
WHAT ABOUT THE VISITOR VISITOR BENEFITS? THERE'S NOTHING IN HERE ABOUT WHAT'S IN IT FOR THEM.
THE FIRST, THE FIRST ITEM,
CAN YOU HEAR ME IF I DON'T OR IS IT NOT EVERY QUICK? THEN YOU DON'T GET PICKED UP.
THE, UM, THE UNIQUE ELEMENTS OF THE, THE DESTINATION ITSELF, RIGHT? THAT'S WHAT'S KEY IN TERMS OF ATTRACTING VISITORS AND I THINK KEEPING THEM COMING.
UM, BUT FOR SURE, UM, THIS DESTINATION, UM, REALLY REQUIRES MORE THAN THAT.
UM, THAT THE STEWARDSHIP SIDE OF IT IS MUCH STRONGER IN OUR, NOT JUST IN OUR OPINIONS, BUT FROM WHAT WE'VE HEARD ALL ALONG THE WAY.
UM, IT WAS INTERESTING, AS YOU'LL REMEMBER, THAT WHEN YOU ASK VISITORS WHAT THEY THINK ABOUT THIS PLACE, THEY'RE LIKE, RAH, RAH, RAH.
WHEN YOU ASK BUSINESSES, RESIDENTS, COUNCIL MEMBERS, THIS GROUP, UM, THAT'S WHERE YOU GET THE INPUT.
LIKE, YOU KNOW, ERR PUMP THE BRAKES A LITTLE BIT.
LET'S MAKE SURE THAT WE'RE ADDRESSING THESE OTHER NEEDS.
AND SO WE ARE, WE, UM, WE KEEP CALLING IT STRADDLING A LINE WHERE, YOU KNOW, WE WANT PEOPLE TO BE WELCOME.
WE WANT THEM TO UNDERSTAND WHAT A SPECIAL PLACE THIS IS, BUT WE NEED TO COUCH THAT ALONG WITH THIS UNDER UNDERLYING, MAYBE SOMETIMES UNDERLYING, MAYBE SOMETIMES MORE FORWARD LOOKING, UM, FORWARD, UH, MESSAGE OF PROTECTION, UM, CARE STEWARDSHIP, THOSE OTHER KINDS OF THINGS.
SO THIS IS, THIS IS THE CONVERSATION I THINK THAT WE ALL NEED TO CONTINUE HAVING.
WE STARTED TO HAVE THAT LAST MONTH.
REMEMBER WHAT WAS UP ON THAT SCREEN? IT WAS SO AWKWARD.
UM, SO MUCH BETTER TO BE HERE TODAY.
UM, BUT THAT IS GONNA BE, AND WHEN WE GET TO THOSE CREATIVE CAMPAIGN CONCEPTS, I THINK THAT'S WHERE YOU'RE REALLY GONNA SEE IT.
AND WE ALREADY HAD REALLY PRETTY ROBUST CONVERSATIONS WITH STAFF ABOUT HOW, WHERE THAT LINE IS.
[00:30:01]
IS IT 50 50? IS IT, YOU KNOW, LIKE, SO WE'LL, WE'LL DEFINITELY KEEP TALKING ABOUT THAT.AND I THINK WHEN WE GET TO THE DESCRIPTION, WHICH I'M SURE OBVIOUSLY YOU'VE ALREADY READ, UM, YOU'LL SEE HOW WE TRIED TO KIND OF WEAVE THAT.
SO FOR STARTERS, UH, WELL, WE NEEDED A PLACE TO START.
UM, SO THE GOAL THAT, UH, WE WERE WORKING OFF OF WAS TO CREATE HARMONY BETWEEN THE DESTINATION RESIDENTS, VISITORS, BUSINESSES, AND THE BRAND.
WE'D FELT LIKE THERE WAS, UM, THERE IS, THERE WAS, UM, SOME FRICTION IN BETWEEN SOME OF THOSE GROUPS.
AND WE'RE LOOKING FOR A WAY TO SMOOTH THAT OVER AND MAKE IT, UM, UH, SUCH THAT EVERYBODY FEELS, HAS POSITIVE SENTIMENT.
SO THIS GRAPHIC JUST KIND OF SHOWS, YOU KNOW, THOSE GROUPS AND HOW THEY ALL LIVE, LIVE TOGETHER, REALLY.
THERE COULD BE LINES POINTING FROM ONE GROUP TO ANY OTHER GROUP AND, YOU KNOW, INTERCONNECTING EVERYTHING HERE.
BUT AT THE CORE OF IT IS, UH, AND WILL BE SEDONA IF I CAN MAKE ONE COMMENT ALONG THOSE LINES IN THE KEY INSIGHTS.
SO ONE OF THE THINGS I LOOKED AT, AND I WAS TALKING TO RICHARD ABOUT THIS EARLIER, WHEN I LOOKED THROUGH THIS STUFF, I TRIED TO IMAGINE, CAN I BUILD AS A BUSINESS? CAN I BUILD A MARKETING CAMPAIGN FOR MY BUSINESS THAT RESONATES? AND I DIDN'T SEE ANYTHING ABOUT THAT IN THE KEY INSIGHTS, RESIDENTS QUALITY OF LIFE IS UNDERPINNING EVERYTHING, BUT DOES BUSINESS FEEL LIKE THEY CAN PARTICIPATE AND DRIVE BUSINESS THROUGH THIS BRAND? I DIDN'T SEE THAT REALLY MENTIONED.
IT'S OBVIOUSLY INCLUDED IN THE GRAPHIC, BUT I DIDN'T SEE IT IN THE KEY INSIGHTS.
AND I, I THINK, I THINK YOU'RE ONTO SOMETHING THAT CAN BE DONE, BUT WE CAN'T FORGET THAT THAT'S AN IMPORTANT CONSTITUENCY AS WELL.
I KNOW, AND YOU'RE, WE'RE STRADDLING JUST REALLY QUICK SAY THIS, BUT I AGREE,
THERE'S ACTUALLY A LINE ABOUT, YOU KNOW, AND, UM, AND IT ACTUALLY, OH, YOU HAVEN'T SEEN A MARKETING, BROADER MARKETING PLAN YET IN A BROADER MARKETING PLAN,
YOU KNOW, SUSTAINABILITY IS MORE THAN JUST ENVIRONMENT, RIGHT? IT'S ALSO, IT'S ECONOMIC VIABILITY YEAR ROUND AND OVER THE LONG TERM.
SO THOSE KINDS OF THINGS ARE ADDRESSED IN THOSE SORT OF, UH, STRATEGY PIECES.
OH, LAUREN LEFT US, UM, SORRY, LEFT MIC.
THE BRAND, THE BRAND ITSELF FELT LIKE IT NEEDED TO BE, UM, LESS ECONOMICALLY ORIENTED.
AND WE MIGHT BE WRONG, BUT JUST IN TERMS OF WHERE WE'RE, WHERE WHAT WE'VE HEARD.
AND TO BE HONEST, THINKING ABOUT OUR AUDIENCE, YOU GUYS AS AN AUDIENCE ARE OUR MOST PROBABLY LEVEL
UM, AND THEN WE HAVE THIS WHOLE RESIDENT POPULATION THAT RIGHT AT THIS MOMENT IS LIKE, SCREW TOURISM ALTOGETHER.
RIGHT? SO TRYING TO GET SOMETHING, WHAT WE REALLY WOULD LIKE IS FOR LIKE, RESIDENTS TO, YOU KNOW, AT LEAST SEE SOME SENSE OF THIS BRAND AND BE LIKE, OH, THEY HURT US.
AND FOR BUSINESSES TO SAY, WE CAN WORK WITH THIS BECAUSE THIS STILL REPRESENTS WHO SEDONA IS.
AND 77% OF OUR BUSINESS IS FROM TOURISM.
SO IT'S, THERE IS AN ECONOMIC DRIVER.
UNDERSCORING OR UNDERPLAYING, THAT IS A CONCERN WE WOULD HAVE.
AND SO AS WE LOOK AT THIS, I THINK THAT'S GONNA BE AN IMPORTANT ELEMENT.
I'VE ALREADY NOTED, YOU KNOW, THAT, YOU KNOW, HAVE WE STRAYED TOO FAR, UM, TOWARD THE RESIDENT SENTIMENT, UM, AS OPPOSED TO BUSINESS SENTIMENT? 'CAUSE MOST OF THE INPUTS YOU'RE GETTING FROM INTERNAL STAKEHOLDERS, NOT MUCH FROM EXTERNAL, RELATIVELY SPEAKING.
SO THE VOICE THAT I'D LIKE TO HEAR MORE OF IS THE EXTERNAL VOICE, NOT THE INTERNAL VOICE.
WE'VE ALL TALKED AD NAUSEUM FOR COMMUNITY PLANS AND OTHER STUFF TO GET OUR VOICE HEARD.
AND IN SOME SENSE, SOME PIECE BUSINESSES, BUT NOT AS MUCH.
SO THE THIRD PIECE THAT I WANT TO HEAR IS THE EXTERNAL VOICE.
'CAUSE I THINK THERE'S AN UNHEARD WHY ARE WE COMING HERE? WHAT'S GOING ON INTO EARLIER POINT? WHY WOULD I WANT TO COME HERE? WHAT'S THE BENEFIT FOR ME AT ALL? AND IF WE CAN ARTICULATE THAT, THEN YOU CAN CONNECT WITH THEM IF MY UNDERSTANDING IS CORRECT, AND DRAW MORE OF THEM AS A RESULT OF THAT CONNECTION.
SO I'M, I'M WAITING TO, TO SEE WHAT WE COME UP WITH HERE.
I GUESS THAT, AND THAT'LL BE, I MEAN, HONESTLY, THAT'S A DEBATE, RIGHT? MM-HMM.
UM, BECAUSE, UM, AND WE'VE, I DON'T KNOW IF LAUREN'S NODDING HER HEAD BACK THERE, UM, BECAUSE ALREADY WE HAVE BEEN
[00:35:01]
DEBATING THAT, LIKE WE, UM, YOU KNOW, OUR FIRST TAKE AT THE MARKETING CAMPAIGNS THAT YOU'RE GONNA SEE, THE CREATIVE CAMPAIGNS WAS MORE, WAS SOFTER.IT WASN'T, IT WASN'T AS, UM, AGGRESSIVELY STEWARDSHIP, UNDERPINNED.
UM, AND, AND THE THINKING WAS, YOU KNOW, BECAUSE, YOU KNOW, COUNCIL MIGHT NOT LET US RUN IT OTHERWISE.
AND SO, AND YET, AND YET WE'RE TALKING ABOUT COMING OUT IN SUMMER WHEN WE ACTUALLY NEED PEOPLE TO COME HERE.
AND IN FACT, WHEN WE GET TO THE START OF OUR, OF OUR MEDIA CAMPAIGN FOR SUMMER, YOU'RE GONNA, LAUREN INCLUDED, UM, A LOOK AT WHAT OUR NUMBERS ARE LOOKING LIKE FOR SUMMER.
THEY'RE NOT AS GOOD AS LAST YEAR.
WE NEED TO HAVE THE ECONOMIC SIDE, BUT WE ARE FACING, YOU KNOW, A PRETTY UPHILL BATTLE IN TERMS OF PEOPLE ALLOWING US TO EVEN SPEND MONEY ON MARKETING IN, FOR EXAMPLE, PHOENIX.
UM, YOU KNOW, WHO ALSO BY CHA BY IT SO HAPPENS NEEDS THE MOST EDUCATION.
SO LIKE, WE, WE SHOULD BE IN PHOENIX NO MATTER WHAT.
I'M JUST GONNA SAY THAT RIGHT NOW.
AND, UM, AND THAT'S, THESE ARE THE KINDS OF THINGS THAT WE'RE HOPING THE TAB WILL HELP TO PROVIDE SOME, I GUESS, PERSPECTIVE AND INSIGHT ON, PARTICULARLY WHEN WE GO TO COUNCIL AND COUNCIL SAYS, WHOA, WHOA, WHOA, YOU'RE TALKING ABOUT DOING A MARKETING CAMPAIGN IN PHOENIX AND
SO ANYWAY, IN TERMS OF THE BRAND THOUGH, AGAIN, I, I THINK THAT WE'RE GONNA HAVE A LOT MORE PEOPLE ON BOARD WITH US IF WE HAVE A BRAND THAT SUPPORTS, YOU KNOW, QUALITY OF LIFE HERE, AND THEN A CAMPAIGN THAT STILL USES THAT BRAND AS ITS, YOU KNOW, SORT OF FOUNDATION, BUT YOU KNOW, IS IN NEW YORK AND YOU KNOW, TEXAS AND WHEREVER, AND IS SAYING, THIS PLACE IS REALLY BEAUTIFUL.
IT'S ACTUALLY WORTH PROTECTING.
THAT KIND OF CAMPAIGN CAN STILL ATTRACT PEOPLE FOR ACT AND THE RIGHT PEOPLE.
SO I THINK THAT WE'RE GONNA GET THERE, BUT AGAIN, THAT'S WHY THIS GROUP IS HERE TOO, TO, YOU KNOW, HELP US TO ENSURE THAT WE'RE COVERING THE BASES THAT ARE IMPORTANT TO EVERYBODY.
YOU CAN GO NOW,
UH, ON THE BRAND VALUES SIDE, LOOKING AT, UM, THE VALUES OR PILLARS THAT ARE, UM, FOUNDATION, AGAIN, FOR THE, FOR THE BRAND DESCRIPTION AND THE BROADER PLATFORM.
UH, IN THIS CASE, YOU'VE, YOU'VE READ THESE OBVIOUSLY, UM, SUSTAINABLE COMMUNITY MINDED AND SINCERE.
AND, UM, TO RANDY'S POINT EARLIER, I THINK, UM, COMMUNITY MINDED, UM, AGAIN, YOU KNOW, IT SPEAKS MOSTLY TO RESIDENTS.
UM, POTENTIALLY, UM, COULD BE STRENGTHENED WITH SOME BUSINESS, UM, LANGUAGE OR REFERENCE AS WELL.
MY QUESTION ON THAT BOX WAS REALLY, I AM AMBIGUOUS TERMS I STRUGGLE WITH, SO WHEN YOU SAY THE FIRST PART OF IT'S GREAT, BUT FINDING WAYS TO ENHANCE THE VISITOR EXPERIENCE SOUNDS KIND OF LIKE FLUFF.
WHAT DOES THAT MEAN? OH, YEAH.
ENHANCE THE VISITOR EXPERIENCE.
I MEAN, AREN'T THINK GOING, WHOOP, WHOOP, WHOOP ALREADY.
WELL, I THINK THAT THE
JUST TO GIVE ONE EXAMPLE WOULD BE, YOU KNOW, A STEWARDSHIP, A LEAVE NO TRACE TYPE MESSAGING WILL ENHANCE THE EXPERIENCE ON THE TRAIL FOR EVERY VISITOR, FOR EXAMPLE, OR EVERY, HAVING EVERYBODY STAY ON TRAIL TO BEGIN WITH, UM, I THINK IS AN EXAMPLE OF HOW IT ENHANCES THE EXPERIENCE FOR EVERYONE AND STARTS TO ANSWER THE QUESTIONS ASKED, WHAT'S IN IT FOR THE VISITOR? YES.
I THINK THAT AS FAR AS LIKE THE INTRINSIC BENEFITS TO THE, TO THE VISITOR, I THINK THAT, YOU KNOW, A LOT OF THESE MORE IN INTERNAL, MORE INWARD FACING DOCUMENTS MIGHT NOT ARTICULATE THAT.
UM, CERTAINLY WON'T ARTICULATE THAT AS STRONGLY OR AS FORWARDLY AS LIKE A CREATIVE CAMPAIGN CONCEPT WILL.
ALTHOUGH IT IS INTERESTING THAT I, I STILL, I CAN'T REMEMBER WHO SAID THIS, UM, IT MIGHT HAVE BEEN IN AN OP-ED ACTUALLY ABOUT RESIDENTS, UM, MODELING, UM, GOOD BEHAVIOR.
AND, UM, I, I REMEMBER THAT STUCK WITH ME AND IT SEEMED LIKE SOMETHING THAT ALSO KIND OF COVERS BOTH SIDES OF IT, RIGHT? SO, AND THEN, UM, ALONG THE LINES OF THE VALUES, UM, UH, SPEAKING MORE TOWARD MAYBE TONE AND, UM, PERSONALITY, UH, BUT, BUT BEING ROOTED IN THOSE SUSTAINABLE COMMUNITY-MINDED AND SINCERE, UM, VALUES IS THE VOICE.
UM, AND THAT NEEDS TO BE INSPIRATIONAL AND UPLIFTING, EDUCATIONAL AND RESPECTFUL, FRIENDLY AND INVITING AND AUTHENTIC AND SINCERE.
[00:40:01]
BEEN LOOKING AT A LOT OF DIFFERENT, UH, EXAMPLES OF WHAT OTHER DESTINATIONS ARE DOING, UM, FROM A STEWARDSHIP STANDPOINT.AND, YOU KNOW, WE WANNA MAKE SURE THAT WHAT WE'RE DOING IS, IS, UM, RESPECTFUL, BUT TO THE POINT NOT, I DON'T KNOW WHAT THE WORD IS FOR LIKE AMSTER, WHAT AMSTERDAM IS DOING OR WHAT MIAMI IS DOING, UM, THAT HAVE, THAT HAVE REALLY TAKEN A HARD STAND.
CAN, CAN I INTERRUPT FOR A SECOND? CAN YOU GO BACK ONE BIT? I'M SO SORRY.
I WAS KIND OF IN A LOOP HERE ON, ON WHAT RANDY WAS SAYING ABOUT ENHANCED VISITOR EXPERIENCE AND ADDING THAT AND WHAT BOB SAID TOGETHER AND WAS BOUNCING AROUND MY HEAD WAS, UM, I MEAN, WHAT EXPERIENCES DO VISITORS WHO COME TO SEDONA WANT? I MEAN, ANOTHER WAY OF SAYING WHAT BOB SAID IS WHAT, WHAT'S THE BENEFIT HERE? SO WHAT ARE THOSE EXPERIENCES? DO YOU HAVE A SENSE FOR THAT TODAY, GIVEN YOUR INFORMATION AND YOUR RESEARCH? AND IF SO, WHAT PRIORITY OF EXPERIENCES AND HOW WE BEST MATCH UP WITH THOSE DEMOGRAPHICS ULTIMATELY? YEAH, YEAH.
THAT, AND I'M NOT ASKING YOU TO BRING IT NOW, BUT YOU HAVE A SENSE FOR THAT, I GUESS IS THE QUESTION.
IT WAS, UM, IT CAME OUT OF THE, UM, AWARENESS AND PERCEPTION RESEARCH AND, UM, AND IT THAT HELPED US A LOT WITH, UM, WHAT PEOPLE MOST WANT.
AND OF THE VARIOUS KIND OF GROUPS OR PERSONAS IF YOU WILL, WHICH OF THOSE MOST GRAVITATE TOWARD THOSE THINGS.
SO, YOU KNOW, SCENIC BEAUTY, RIGHT? NUMBER ONE.
SO THAT'S HELPING YOU DEFINE YOUR DEMOGRAPHICS IS WHAT I JUST HEARD YOU, RIGHT? TOTALLY.
AND THEN OF COURSE, PART OF, UM, DEFINING WHAT SEDONA IS, IS ALSO DEFINING WHAT IT IS NOT, UM, OR, OR I GUESS DEFINING WHAT SEDONA IS OR WHAT IT WANTS TO BE IS, UH, IS PART OF THAT IS DEFINING WHAT IT IS NOT.
SO THE LIST OF, UH, BRAND CHARACTERISTICS THAT, UM, THAT WE CAME UP WITH, THIS IS KIND OF A, UM, YIN AND YANG I GUESS KIND OF THING.
UM, IT IS FRAGILE, IT IS NOT INDESTRUCTIBLE, IT IS VIBRANT, IT IS NOT DULL.
UM, I'M NOT GONNA, I DON'T NEED TO READ THE WHOLE LIST, I THINK.
BUT, UM, TRYING TO KIND OF FIND THOSE, UH, THOSE, UH, OPPOSITES AND, AND WHERE THEY FIT, WHERE, WHERE SEDONA FITS APPROPRIATELY WITHIN THOSE, YOU KNOW, ONE OF OUR FIRST MEETING, I THINK, UM, I THINK DAVID, YOU WERE THE ONE WHO SAID WE'RE KIND OF DOLL
WELL, I WAS JUST GONNA, NO, HE SAID, HE SAID YOU LIKE, UM, YOU LIKE, WHAT WAS THE, UH, QUIET NO, NO, THERE YOU LIKE, UH, I MIGHT'VE USED FUDDYDUDDY.
'CAUSE I THINK THAT ALL THE TIME SOMEBODY DID SAY FUDDYDUDDY, CERTAINLY, BUT NO, IT WAS LIKE, YOU LIKE THINGS TO BE ORGANIZED, OR THERE WAS A WORD LIKE THAT.
I DON'T REMEMBER ACTUALLY IT WAS USED SPECIFICALLY, BUT TO THAT POINT, UM, I WAS JUST LOOKING AT, YOU KNOW, THESE LAST THREE SLIDES, I THINK THEY'RE FULL OF LIMITS.
IT, IT, IT'S KIND OF COUNTER TO THE COME HERE ON VACATION AND ENJOY YOURSELF.
IT'S HOW DO WE BALANCE WELCOMING AND VACATION AND ESCAPE FROM YOUR WORKADAY WORLD WITH ALL OF THESE, YOU KNOW, LIMITS.
AND LE IT'S ALMOST LECTURING AS I READ THE LIST HERE, IF I WAS, YOU KNOW, COMING TO SEDONA WITHOUT ANY KNOWLEDGE AT ALL, AND I'M LIKE, WOW, THEY DON'T REALLY WANT US HERE.
I MEAN, AND THIS IS THE WISE GUY, AND YOU GUYS ALL KNOW THAT I'VE GOT A WISE GUY IN ME.
UM, WHEN I SAW THAT WORD SINCERE ON THAT, THAT OTHER SLIDE THERE, UH, OF THE BRAND VALUES IN, IN MY BACKGROUND, WE WOULD ALWAYS, YOU KNOW, JUST AS WISE GUYS PUT THE NEXT WORD IN THERE, YOU KNOW, LIKE SINCERE DISLIKE OF TOURISTS.
I MEAN, THAT WE, WE WOULD REACH FOR THE, OKAY, HOW DO I TWIST THIS TO, YOU KNOW, MAKE FUN OF WHAT IT IS AS AN ORGANIZATION THAT WE IN THE FEDERAL GOVERNMENT OR THE MILITARY WERE DOING, YOU KNOW, EVERYTHING WAS CATCH 22.
AND SO I LOOK AT EVERYTHING WITH THAT KIND OF SKEWED PERSPECTIVE OF HOW MIGHT THIS BE TWISTED INTO SOMETHING THAT WE DON'T WANT THE THE PERSON ON THE RECEIVING END OF OUR TRANSMISSION? 'CAUSE MARKETING IS A TRANSMISSION, IT'S NOT FULLY A COMMUNICATION, RIGHT? IT'S KIND OF ONE WAY INITIALLY.
I MEAN, SO, BUT IT CAN BE TWISTED IN THE RECEIVING, UH, SIDE OF THAT COMMUNICATION.
NO, ENOUGH ENOUGH LECTURING FROM ME.
AND THAT'S THE, THAT IS ANOTHER BALANCING ACT.
IF WE WANNA TRY TO ATTRACT THE RIGHT PEOPLE, UM, WHO ARE KIND OF COME AND DO THE RIGHT THINGS, UM, THEN YEAH, YOU'RE GOING TO BE LAYING OUT SOME STRUCTURE AND YOU CAN DO IT IN A VERY FRIENDLY, WELCOMING WAY.
I MEAN, YOU, OR YOU COULD DO IT LIKE MIAMI IS DOING, I DON'T KNOW IF ANYBODY'S SEEN MIAMI.
[00:45:01]
COME HERE.DURING SPRING BREAK BECAUSE WE HAVE, WE'RE GONNA PAY, WE'RE GONNA CHARGE YOU A HUNDRED BUCKS FOR PARKING, WE'RE GONNA HAVE CURFEWS WE'RE GONNA HAVE.
I MEAN, THAT'S ONE WAY TO DO IT.
'CAUSE THERE WERE NO LIMITS BECAUSE IT'S BRUTAL.
IT WAS A BRUTAL EXPERIENCE FOR ANYBODY WHO LIVES THERE.
WHAT'S HAPPENING IN SEDONA IS, YOU KNOW, IT'S IN THE EYE OF THE BEHOLDER, BUT THERE'S A LOT OF BEHOLDERS OUT THERE SAYING IT'S BRUTAL EXPERIENCE.
UM, WE'RE NOT MIAMI BY ANY MEANS, BUT YOU'VE GOT TRASH PARKING EVERY WHICH WAY.
UM, OVERCROWDED AREAS, TRAFFIC, THAT'S BRUTAL.
UM, GRAFFITI, YOU KNOW, THERE'S, I MEAN, THERE ARE ENOUGH THINGS HAPPENING, PARTICULARLY DURING THOSE REALLY BUSY TIMES THAT, YOU KNOW, IT, IT, I WOULD RECOMMEND
YOU KNOW, THIS IS STILL SOFT, IT'S STILL, YOU KNOW, BUT, BUT IT'S PROBABLY, IF YOU WERE WANTED TO COME OUT HERE AND JUST CAMP AND RACE ATVS AROUND, YOU MIGHT THINK, HMM, YOU KNOW, MAYBE THIS ISN'T THE PLACE FOR ME.
AND, UM, AND IF YOU'RE, TO BE FAIR THOUGH, IF YOU'RE AN ATR AND YOU'RE GONNA CAMP, AND YOU MIGHT NOT EVEN SEE THE STUFF
AND THAT, I DON'T THINK THAT'S GONNA KEEP YOU FROM REACHING ECONOMIC GOALS BY ANY MEANS BECAUSE YOU STILL HAVE MESSAGING OUT THERE THAT SAYS THIS PLACE IS SO SPECTACULARLY BEAUTIFUL THAT IT'S, YOU KNOW, IT'S WORTH TAKING CARE OF.
AND THERE THERE'S A DIFFERENCE BETWEEN TELLING PEOPLE NOT TO DO SOMETHING WHICH IS A RESTRICTION.
AND ASKING PEOPLE TO DO SOMETHING, WHICH IS A REQUEST.
AND IF THAT REQUEST IS MADE WITH THE RIGHT TONE OF VOICE, THEN YOU'RE GONNA BE ATTRACTING THE PEOPLE THAT YOU WANT.
PLUS THERE'S NOTHING WRONG WITH RESTRICTIONS, I THINK.
I KNOW, BUT EVERYBODY HAS RESTRICTIONS AND TO SAY, COME NO MATTER WHAT YOU WANT TO DO TO THE SEDONA IS EXACTLY THE WRONG MESSAGE THAT WE WANT TO GIVE DAVID.
YOU KNOW, WHEN I LOOKED AT THIS TOO, I'M LIKE, OKAY, I HAVE A HOTEL, I NEED TO GET HEADS IN BEDS.
AND SO I TRIED TO IMAGINE, OH, I GET THIS.
I KNOW HOW TO, HOW TO, AND, AND, YOU KNOW, TO GET TO PEOPLE TO WANT SOMETHING, JUST TELL 'EM THEY CAN'T HAVE IT.
SO THAT, THAT, THAT AURA OF EXCLUSIVITY, OF UNIQUENESS, OF FRAGILITY, I CAN MARKET THAT.
AND, AND I THINK THAT'S PROBABLY THE PATH WE HAVE TO FIND TO, TO FIND THIS STRADDLING SPOT.
AND, AND WHEN I WAS MENTIONING BUSINESS, IT'S ABOUT EDUCATING BUSINESSES OF WHAT WE DO.
SO WE, THE TENSION IS NOT A, IS NOT IN THE PAST TENSE.
AND IF WE CAN DEMONSTRATE TO THE BUSINESS COMMUNITY THAT WE ARE BEING MINDFUL AND THOUGHTFUL, IF YOU UNDERSTAND WHAT WE'RE TALKING ABOUT, THERE'S NO REASON YOU CAN'T BE A PART OF THIS AND DRIVE, DRIVE BUSINESS THROUGH IT.
I'M JUST CURIOUS IF THE WORD FRIENDLY WOULDN'T FIT ON THAT LIST.
AM I MISSING IT? OR MAYBE IT WAS ON MAYBE FRIENDLY AND INVITING AND VOICE.
YEAH, IT'S ON THE BRAND VOICE SLIDE, FRIENDLY AND INVITING.
BUT WE CAN MAKE FRIENDLY, UH, NO, I FOR SURE.
I'M JUST THROWING THAT OUT THERE THAT, YOU KNOW, THERE'S A LOT OF, SEDONA IS YEAH.
I DIDN'T SEE WELLNESS AS WHAT SEDONA IS AND YEAH, WE PUT THAT UNDER SPIRITUAL PROBABLY.
I WAS WONDERING IF THAT, BUT YEAH.
YEAH, THIS IS, WE COULD HAVE, WE COULD GO ON AND ON PROBABLY ABOUT SURE.
BUT, AND ART AND CULTURE IS, HOW DO YOU, HOW IS THAT EMBODIED? VIBRANT.
VIBRANT CAN BE A LOT OF THINGS.
IT COULD, THINGS LIKE THAT, THAT COULD BE A PARTY SCENE.
IT WOULD BE CAREFUL WITH VIBRANT.
BE DIFFERENT FOR DIFFERENT AGE, AGE GROUPS.
THE ONLY QUIBBLE I HAVE WITH THIS IS WHETHER ON THE SEDONA IS NOT TOO MANY OF THOSE ARE TOO NEGATIVE.
UH, FOR EXAMPLE, DULL COULD BE CHANGED WITH AVERAGE VIBRANT VERSUS AVERAGE.
THE, THE, THE NEGATIVE SIDE IS I THINK A LITTLE TOO NEGATIVE.
AND IT, IT MAKES IT SO OBVIOUS THAT THE LEFT SIDE IS RIGHT, HAVING, YOU CAN TELL WE'RE HAVING AND THE RIGHT SIDE IS WRONG.
WE MIGHT'VE HAD A LITTLE FUN WITH THIS ONE.
IT'S MORE, AGAIN, RIGHT? IT'S THE SAME THING.
LIKE, LET'S, LET'S FOCUS ON RIGHT THE LEFT SIDE, BUT ALSO KEEP IN MIND THAT, YOU KNOW, LIKE, I MEAN, WE ARE NOT A NATIONAL PARK, AND BECAUSE OF THAT, THERE ARE CERTAIN THINGS THAT WE COULD NEVER DO, OR WE CAN, YOU KNOW, THERE'S, THERE'S NO GATES, THERE'S NO TIMES, THERE'S NO, YOU KNOW, THERE'S CERTAIN RESTRICTIONS WE'LL NEVER BE ABLE TO PUT IN PLACE.
SO THOSE KINDS OF THINGS ARE STILL IMPORTANT WHEN WE'RE SORT OF FORMING OUR MESSAGING.
BUT WE ARE SURROUNDED BY A NATIONAL PARK, WHICH DOES INFLUENCE
[00:50:01]
THE PEOPLE WHO CONSIDER COMING HERE.WELL, WE, AND WE, I I BET THERE'S A LOT OF PEOPLE WHO ACTUALLY THINK THIS IS A NATIONAL PARK.
ARE WE DOING ON TIME? WE OKAY, IT'S TWO 15.
UM, WE'VE ALREADY TALKED ABOUT, UH, AT LEAST THE, THE FIRST TWO PARAGRAPHS OF THIS INTRO, UM, TO A FAIR EXTENT.
UM, BUT I THINK THE, WHAT'S IMPORTANT HERE IS THE, THE THIRD PARAGRAPH THAT TALKS ABOUT, UM, HOW THIS BRAND DESCRIPTION AND THE BRAND PLATFORM FOR THAT MATTER, UM, SHOULD BE BOTH REALISTIC AND TO A DEGREE ASPIRATIONAL.
IT'S NOT JUST WHO WE ARE PRESENTLY, BUT ALSO WHO AND WHAT WE ASPIRE TO BE.
SO IT'S A LITTLE FORWARD LOOKING IN SOME WAYS AS WELL.
UM, ALSO, UM, IT WILL CHANGE AS SEDONA CHANGES, IT WILL EVOLVE AS SEDONA EVOLVES AND GROWS.
UM, SO WE LOOK AT THE BRAND PLATFORM AS BEING SOMETHING THAT NEEDS TO BE REVISITED, UM, ON A, ON A REGULAR BASIS TO MAKE SURE THAT IT'S STILL AN ACCURATE, UH, DEPICTION OF, OF WHAT THE, THE VISITOR AND THE RESIDENT AND THE BUSINESS EXPERIENCE OR, OR, UM, MINDSET IS.
SO I, I'M GONNA FOCUS A LITTLE BIT OF WORD SMITHY AND I APOLOGIZE HERE.
BUT THE WORD ASPIRATIONAL IS AN INTERNALLY FOCUSED IDEA, RIGHT? IT'S ASPIRATIONAL TO US, BUT ISN'T IT INSPIRATIONAL TO OUR POTENTIAL VISITORS? YEAH.
I THINK SHOULD, SHOULD, I'M JUST TRYING TO 'CAUSE THE BRAND DOCUMENT YES.
THAT'S UNDERNEATH, AS YOU SAY, THE SURFACE, RIGHT? BUT IT IS PROJECTING OUT INTO OUR CAMPAIGNS, WHICH IS ATTRACTING, SO IT INSPIRES US.
SO IT'S INSPIRATIONAL TO OUR POTENTIAL VISITORS AND TOURISTS.
I MEAN, I, THE IDEAL BRAND IS INSPIRES A NUMBER OF THINGS, RIGHT? MM-HMM.
I GONNA APOLOGIZE FOR WORDSMITHING SO EARLY, BUT JUST WANTED TO CHECK ON THAT.
YEAH, I'VE MADE A NOTE OF THAT.
UH, THAT TAKES US TO THE BRAND DESCRIPTION ITSELF AND TRYING TO GET MY, THERE WE GO.
UM, I'M GONNA JUST GO AHEAD AND READ IT.
UM, OBVIOUSLY YOU'VE ALL READ IT, UM, HAD A CHANCE TO SIT ON IT, UH, SIT WITH IT.
UM, BUT SOMETIMES JUST HEARING THE, I GUESS, INTENDED TONE AND INFLECTION MAYBE, UM, HELPS YOU SEE IT IN A DIFFERENT WAY OR REINFORCE THE WAY YOU SAW IT.
THERE'S NO PLACE ELSE QUITE LIKE IT INSTANTLY RECOGNIZABLE, PROFOUNDLY CAPTIVATING.
THE IMMENSITY OF SEDONAS NATURAL BEAUTY EVOKES FEELINGS OF WONDER AND CONNECTION.
SO MUCH SO THAT ANYWHERE ELSE, THE SURROUNDING LANDSCAPE WOULD LIKELY BE A NATIONAL PARK FOR GENERATIONS.
AND FOR COUNTLESS YEARS BEFORE THAT, THE TOWERING RED ROCKS, JUNIPER, PINE, AND CYPRESS TREES HAVE STOOD THE TEST OF TIME FROM EXHILARATING TO TRANQUIL SEDONAS COMBINATION OF NATURAL WONDERS, SPIRITUAL ENERGY AND ARTISTIC ALLURE COMBINED TO FOSTER A STRONGER SENSE OF COMMUNITY, A GREATER SENSE OF PLACE, AND A MORE INTIMATE CONNECTION TO THE LAND IN TOWN.
A LODGING, DINING, ARTS AND CULTURE SCENE RIVALS THAT OF CITIES MANY TIMES ITS SIZE.
YET SOMEHOW SEDONA MANAGES TO RETAIN ITS ENDEARING CHARACTER AND ENDURING CHARM.
BUT THAT'S EXACTLY THE BEAUTY OF SEDONA HERE.
RESIDENTS AND VISITORS EMBRACE THEIR PLACE WITHIN A VIBRANT TAPESTRY OF COMMUNITY AND NATURE.
THERE'S ALSO NO PLACE QUITE AS PRECIOUS, SILENT, FRAGILE, AND VULNERABLE.
AND HOW WE CARE FOR TREAT AND RESPECT IT TODAY WILL DETERMINE ITS VIABILITY AND LIVABILITY FOR FUTURE GENERATIONS.
THIS LAND, THIS TOWN AND THE VERY FABRIC OF SEDONA HAVE BEEN ENTRUSTED TO US, RESIDENTS AND VISITORS ALIKE.
WE ARE ALL STEWARDS OF THIS SANCTUARY.
NOWHERE DO SO MANY PIECES FIT SO PERFECTLY TOGETHER AS THEY DO RIGHT HERE, A SPECIAL PLACE TO LOVE, RESPECT, CHERISH, AND PROTECT ALONGSIDE THOSE WHO SHARE OUR ETHOS.
THERE NEVER HAS BEEN, AND THERE NEVER WILL BE ANOTHER PLACE QUITE LIKE IT.
[00:55:01]
SEDONA, THAT IS AN ABSOLUTELY WONDERFUL STATEMENT.AND THERE'S ONE PART OF IT THAT I WANT TO POINT OUT.
THERE'S ONLY ONE SEDONA THAT'S A TAGLINE.
IF I EVER HEARD ONE END OF PARAGRAPH PERIOD,
LIKE IT CRIES OUT TO ME TO BE A TAGLINE, TO BE SOMETHING WE USE AND REUSE AND REUSE.
UM, AND WE'RE NOT, BUT I HAVE TWO, TWO THINGS THAT I SEE OMITTED HERE.
OKAY? ONE IS NATIVE AMERICAN HERITAGE THAT WE HAVE THAT'S INCREDIBLY IMPORTANT.
AND THE SECOND ONE IS DARK SKIES.
I THINK WE HAVE AN OPPORTUNITY TO MARKET SEDONA AS A DESTINATION FOR THE GROWING NUMBER OF PEOPLE THAT ARE LOOKING TO DO ASTRO TOURISM.
AND I THINK DARK SKIES IS, UH, A REALLY POTENT ATTRACTOR TO A LOT OF PEOPLE.
AND I APOLOGIZE, YOU KNOW, WHEN WRITING THIS, YOU, YOU ONLY ADD SO MUCH.
UH, THERE THE SECOND PARAGRAPH FOR GENERATIONS AND FOR COUNTLESS YEARS BEFORE THAT, THAT WAS AS, AS DEEP AS I GOT IN TERMS OF ANY KIND OF REFERENCE TO NATIVE AMERICAN HERITAGE.
AND, AND, BUT I, I APPRECIATE YOUR POINT ABOUT MAKING SURE THAT THAT, THAT IS, UM, IS CLEAR AND THEN, UH, DARK SKIES OBVIOUSLY.
AND WITH, WITH PALKI AND VBAR RV RIGHT AROUND HERE, WE'VE GOT THE ABILITY TO HAVE IMAGES THAT ARE JUST STRIKING FOR PEOPLE FOR OUR NATIVE AMERICAN HERITAGE.
AND THE SAME IS TRUE OF DARK SKIES.
THERE'S A LOT OF PHOTOGRAPHERS HERE WHO HAVE TAKEN BREATHTAKING PICTURES OF THE NIGHT SKY HERE.
I SAW ONE EXAMPLE LATER ON, BUT I, I WOULD LIKE TO SEE MORE.
IT, IT'S A GREAT, IT'S A GREAT BRAND DESCRIPTION.
I HAVE, UM, I HAVE ONE COMMENT AGAIN IN THE, IN THE LAST SENTENCE OF THE, UM, PARAGRAPH THAT STARTS.
THERE IS ALSO A PLACE QUITE AS PRECIOUS.
I LOVE THE, AND WORDS RESIDUE AND VISITORS.
LIKE WE ARE STEWARDS OF THIS SANCTUARY, SO ARE BUSINESSES.
THIS IS ANOTHER PLACE YOU CAN PULL THEM IN BECAUSE, AND, AND I WOULD EVEN HIGHLIGHT, WE ARE STEWARDS, NOT OWNERS.
I DON'T CARE WHAT IT SAYS ON YOUR DEED.
AND, AND I WAS GONNA SAY IN THE LAST SECOND PARAGRAPH, A SPECIAL PLACE TO WORK, LOVE AND RESPECT, I THINK WILL BE A WAY TO HELP PULL IN THE BUSINESS ASPECTS.
IF, IF I HEARD AGAIN, WORDSMITH IT.
TA NO, YOU, IT'S FUNNY THAT WE JUST HAD THIS WHOLE CONVERSATION ABOUT BUSINESSES, AND THEN AS JUSTIN WAS READING THAT I WAS LIKE, OH, THERE'S A COUPLE SPOTS WE COULD PROBABLY, SO YEAH, TOTALLY AGREE.
I JUST WANT TO STEP OUT ON THE LIMB OF BLASTS ON ME HERE, BECAUSE I'VE LIVED IN PLACES ALL OVER THE WORLD, UM, AND I, AND I THINK WE'RE JUST A HAIR TOO FAR OF A REACH WHEN WE SAY THERE'S NO PLACE QUITE AS PRECIOUS.
I THINK THERE ARE FEW PLACES QUITE SO PRECIOUS.
UM, AND, AND THAT'S OKAY IF IT'S THE MARKETING AND THAT'S THE BRAND, BUT I, I JUST, THERE YOU HAVE IT, A LITTLE BLAST FROM ME FOR THE AFTERNOON.
IT'S THE ONLY PLACE I'VE EVER IN MY ADULT LIFE CHOSEN TO LIVE.
REMEMBER EVERY OTHER PLACE WAS CHOSEN BY THE US NAVY.
ACTUALLY, YOU MADE THAT COMMENT.
I REMEMBER IN, UH, IN A SIDE ME A SIDE CHAT AT THE, UM, LISTENING SESSION.
AND THAT WAS ONE OF THE THINGS THAT STOOD OUT TO ME WAS THAT IT WAS THE ONLY PLACE YOU EVER CHOSEN.
AND THEN THE OTHER THING THAT STOOD OUT TO ME, WHICH I'VE HEARD OTHERS SAY TO EVEN TODAY, IS THAT, YOU KNOW, THE RED ROCKS OR NOBODY, THEY'RE EVERYBODY'S BIRTH, RIGHT? YEAH, YEAH.
EVEN SOME PEOPLE BELIEVE THAT, YOU KNOW, YOU CAN CHOOSE SEDONA, BUT SEDONA MAY NOT CHOOSE YOU
AND THEN THE SPIRITUAL COMMITTEE, THAT'S A VERY SPECIFIC THING BECAUSE PEOPLE, IF THEY'RE AROUND FOR LONGER THAN SAY, SIX TO NINE MONTHS, THEN SEDONA HAS SHOWN TO CHOOSE YOU.
SO THERE, IF THERE IS SOME STATEMENT TO WHAT THAT WAS SAYING, IT'S A TWO-WAY STREET, BUT THIS IS EXCELLENT.
I DO WANNA ADD ONE THING IN THERE WITH THE LODGING, DINING, ARTS, AND CULTURE.
IF WE COULD MAYBE INCLUDE SHOPPING IN THAT AS WELL, JUST TO REPRESENT A BROADER SPECTRUM.
AND I LIKE THE DISTINCTION OF IN TOWN BECAUSE THOSE THAT ARE HERE KNOW IN TOWN IS DIFFERENT THAN OUT OF TOWN.
LIKE UPTOWN IS THE DISNEYLAND OF SEDONA.
UM, SO I LIKE THAT DISTINCTION.
I'D LIKE TO MAKE TWO COMMENTS.
UM, I'M HOPING THAT WE CAN GET BETTER CONSENSUS AND I SEE HEADS NODDING WHEN PEOPLE ARE SAYING THINGS, BUT IT WOULD ALSO HELP US, UM, RATHER
[01:00:01]
THAN FEEDBACK TO GET CLEAR DIRECTION OF YES, WE ABSOLUTELY WANT THAT WORD.WE ABSOLUTELY NEED BUSINESSES IN THERE, THAT TYPE OF THING.
CAN WE GET, I DON'T KNOW IF NOW'S THE TIME OR IF WE WANNA DO THAT AFTER THIS CONVERSATION IS KIND OF WOUND DOWN AND EVERYBODY'S, YOU KNOW, SAID THEIR PIECE, BUT EITHER WAY I'D LOVE TO.
SO DO YOU WANT TO DO LIKE A MOTION FOR A PARTICULAR CHANGE OR ARE WE THAT EVEN JUST LIKE, IS THAT TOO MUCH WORDSMITHING? OR EVEN JUST THUMBS UP, LIKE, ALL RIGHT GUYS, THUMBS UP ON, ON THIS IDEA.
AND THEN EVERYBODY EITHER THUMBS UP OR THUMBS DOWN IT.
AND IF WE'VE GOT A MAJORITY, THEN GREAT.
AND IF WE DON'T, THEN WE HEARD YOU AND YEAH.
'CAUSE WHAT WE'LL, WE'LL, WE WILL TAKE
LIKE WHAT WOULD WE LOVE TO DO IS HAVE A REVISED VERSION OF THIS THAT REFLECTS THE INPUT, BECAUSE THEN THAT'S WHAT WE'LL GO TO COUNCIL, AND THEN WE CAN SAY, THIS REFLECTS THE TABS INPUT.
AND UM, AND BROADLY HAS THEIR SUPPORT.
SO YEAH, IF LIKE, SO IF ONE PERSON SAYS DARK SKIES AND EVERYBODY ELSE IS LIKE, I DON'T CARE, BUT SOMEBODY SAYS BUSINESSES AND EVERYBODY SAYS, YEAH, THEN THAT'S JUST GONNA HELP US TO KNOW, YOU KNOW, ARE WE GONNA MAKE EVERY SINGLE EDIT OR ARE WE GONNA JUST TRY TO FIND THOSE THINGS WHERE EVERYBODY IS FEELING LIKE THIS REPRESENTS PARAGRAPH BY PARAGRAPH AND SAY WHAT, IS THERE ANY CHANGES OR RECOMMENDATIONS BY THAT? AND THEN YEAH, GO THAT WAY.
SO WHY IS THE, THE, THE LAST STATEMENT IN THE FIRST PARAGRAPH SO MUCH SO THAT ANYWHERE ELSE IT WOULD BE LANDSCAPE WOULD BE A NATIONAL PARK.
WHAT IS THE REASONING FOR THAT? BECAUSE I, UNTIL I MOVED OUT HERE FIVE YEARS AGO, PEOPLE BACK EAST IN THE MIDWEST, THEY DON'T UNDERSTAND THAT.
AND SO THAT'S, I GUESS WHAT'S THE, WHAT, WHAT IS THE PURPOSE OF THAT POINT? FROM MY PERSPECTIVE, UM, IT WAS THE FACT THAT THE NATIONAL PARK SYSTEM, AT LEAST HISTORICALLY WAS CREATED TO PROTECT AND PRESERVE AMERICA'S GREATEST NATURAL TREASURES.
SO SEDONA HAS ALL OF THE ASSETS, ATTRIBUTES, REASONS TO BE THAT, YET IT ISN'T.
AND THAT'S WHY, AND THAT'S WHY WE USE THE TERM NATIONAL TREASURE IN, UM, THE BRAND CHARACTERISTICS, UH, AS OPPOSED TO NATIONAL PARK SPECIFICALLY.
IT JUST, I THINK WE JUST FELT LIKE IT LENDED WEIGHT THAT, YOU KNOW, I MEAN IT LITERALLY IS, YOU KNOW, THE TYPE OF RESOURCE THAT COULD HAVE BEEN A NATIONAL PARK, COULD BE A NATIONAL PARK, JUST HAPPENS TO BE A TOWN HERE AND PEOPLE HAPPEN TO LIVE HERE AND YOU CAN HAVE, YOU HAVE SORT OF UNFETTERED ACCESS TO IT.
UM, BUT THAT WAS MORE OF A, YOU KNOW, SORT OF PUTTING A VALUE STATEMENT ON IT, KIND OF, YOU KNOW, LEVELING IT UP AS OPPOSED TO, YOU KNOW, WELL THERE'S LOTS OF BEAUTIFUL PLACES.
MM-HMM,
MAYBE EVEN NOT THE MOST PRECIOUS PLACE IN THE WHOLE EARTH.
I'M WONDERING IF THERE'S ANY RISK WE COULD TAKE A VOTE ON THAT ONE.
WE DON'T REALLY WANT IT TO BE A NATIONAL PARK.
THERE'S THINGS THAT COME WITH THAT.
WELL, NOT, NOT ALL OF US SHARE THAT OPINION.
MAYBE WE DO, I DUNNO, MAYBE WE DO WANT IT TO BE A BRAND STATEMENTS HAVE A TENDENCY TO OVERSTATE TOO.
I BELIEVE EVERYTHING THAT HAPPENS IN VEGAS DOES NOT IN FACT STAY IN VEGAS.
AND THIS IS NOT SOMETHING THAT'S GOING TO BE COMMUNICATED.
IT'S, BUT TO BE FAIR, WE ARE GONNA READ IT TO COUNCIL, RIGHT? AND SO ANYBODY WHO HAPPENS TO BE WATCHING THAT COUNCIL MEETING, I MEAN, YOU KNOW, IT'S, IT'S, IT'S SOMETHING THAT WE WOULD STILL HOPE TO BE FAIR.
THAT, YOU KNOW, THERE'S GONNA BE RESIDENTS OUT THERE.
YOU GUYS ARE, YOU KNOW, WHO ARE GONNA END UP HEARING THIS.
AND, YOU KNOW, WE DO WANNA MAKE SURE THAT IF SOMEBODY GETS AHOLD OF IT, HEARS IT HAPPENS TO BE LISTENING IN ON THE COUNCIL MEETING, WHATEVER, THAT THEY'RE, YOU KNOW, WE STILL WANT THEM TO BE LIKE, YEAH, YEAH, THAT SOUNDS GOOD.
WELL, THIS IS AN OPEN MEETING, SO WE'RE NOT GONNA LIKE PUBLISH IT
WELL, WE'RE NOT GONNA, WE'RE NOT GONNA LIKE, LET'S AN AD IN THE PAPER THAT SAYS HERE'S THE NEW SEDONA BRAND DESCRIPTION
SO YEAH, WE HAVE PEOPLE RIGHT HERE.
MAYBE, MAYBE TO EXPEDITE THIS, THE COMMENTS THAT I'VE HEARD SO FAR FROM THE PANEL.
AND I DON'T, I PERSONALLY DON'T HAVE ANY PROBLEM WITH THEM.
I, I WANT TO BUILD ON WHAT YOU SAID ABOUT NO PLACE QUITE AS PRECIOUS.
IF WE SIMPLY CHANGE THAT, THERE'S ALSO NO PLACE MORE PRECIOUS.
IT SENDS THE SAME MESSAGE, BUT IT'S NOT AN ABSOLUTE RIGHT.
AND I'M WONDERING WHETHER THAT CHANGE ALONG WITH OTHER THINGS THAT PEOPLE HAVE TALKED ABOUT SO FAR.
THUMBS UP ON, DO YOU HAVE, HAVE YOU GOT A LIST THERE? I WAS GONNA SAY, I COULD RUN THROUGH WHAT YOU'VE SAID.
YEAH, LET'S DO, DO THAT AND WE'LL JUST DO A, A, YOU KNOW, A NONOFFICIAL NOT MOTION, BUT VOICE VOTE THAT, THAT LENDS THAT CONSENSUS.
AND, AND I WOULD SAY THUMBS, WHATEVER IT IS, IS THAT THUMBS DOWN, HAND RAISED.
[01:05:01]
IF THERE'S ONE PERSON WHO HAS A THUMBS DOWN, DOES THAT KILL IT OR DO YOU GUYS, YOU JUST GO WITH THE COUNT WE TALKED ABOUT IS NOT A REQUIREMENT.THOSE MAJORITY, UM, INCLUDE BUSINESSES.
AND, UM, AND, AND, AND LIKE THAT IS ALSO THE WORK, OWN AND VISIT OR WORK? WORK, SORRY.
SO WHAT HAPPENS WHEN I TRY TO LISTEN IN TYPE? UM, OH, THEY SAID, YEAH.
AND THEN THE OTHER MOSTLY YES.
OH, I GOT SHOPPING, BUT SORRY, I WANTED THE OTHER ONE.
WAS THAT, UM, THE LINE ABOUT A SPECIAL PLACE TO LIVE, WORK AND VISIT LIVE AND VISIT WORK.
IS THAT A WORDY? IT'S A SECOND TO THE LAST PARAGRAPH IN THAT IT IS JUST A LOT OF WORDS.
I MEAN, IF, IF, IF THOSE CAN MAYBE BE CONDENSED TO BE, UM, YOU KNOW, LIVING AND WORKING AND, UM, THAT'S KIND, IT'S KIND OF ALL IN THE SAME CATEGORY.
SO THERE CAN BE A LITTLE BIT LESS IF WE LIKE, IF WE HAVE BUSINESSES INCLUDED IN THERE OR WORKING IN THERE.
YOU KNOW, I, I THINK THE, I THINK THE ECONOMIC SIDE IS WHAT PEOPLE ARE MOSTLY TRYING TO GET TO.
THERE'S AN ECONOMIC ELEMENT OF THIS.
PEOPLE ARE GAINING ECONOMIC BENEFIT FROM THIS PLACE TOO.
MAYBE IF WE DON'T NEED TO HAVE IT THREE TIMES, WE COULD HAVE IT ONCE AND THAT MIGHT DO ENOUGH TO DESCRIBES MULTIPLE.
SO THAT, SO UM, ADDING A BUSINESS SLASH ECONOMIC BENEFIT OR ELEMENT TO THE DESCRIPTION, THAT WAS A YES.
AND IT SEEMS LIKE WE, BECAUSE WE HAVE THAT LINE IN THE THIRD PARAGRAPH SAYS HERE, RESIDENTS AND VISITORS EMBRACE THEIR PLACE WITHIN A VIBRANT TAPESTRY.
I THINK THAT'S WHERE, THAT'S WHERE I WOULD PUT RESIDENT.
YOU CALLED OUT BUSINESSES SPECIFICALLY RES BECAUSE THAT FITS PERFECTLY WITH STEWARDSHIP.
I STILL WANNA GO BACK AND 'CAUSE SOME PEOPLE MISS THE POINT OF STEWARDSHIP.
I THINK THAT'S, AND THAT WAS THE OTHER LINE.
NOW WE DIDN'T SAY OWNERS, RIGHT? NO, WE DO NOT OWN IT.
I JUST WANTED MAKE SURE THAT WASN'T AN EDIT.
AND ONE MORE THING ABOUT THE WORK, INCLUDING WORK, IS THAT RESIDENTS DOESN'T NECESSARILY INCLUDE EVERYBODY WHO WORKS HERE.
SO FIGURING OUT HOW TO I KNOW.
SHARE THAT WITHOUT EXPLICITLY HAVING WORK.
I KNOW IT WAS INTERESTING 'CAUSE WE HAD WORK IN THERE AT ONE POINT AND IT SOUNDED SO YEAH.
IT SOUNDED, IT JUST SOUNDED A LITTLE FORCED AND YEAH.
FIGURING OUT HOW TO GET IT BACK IN WITHOUT, AND THEN IT SOUNDS LIKE WE RESOLVED, UM, I WANNA MAKE SURE THAT THE, UM, UH, NO PLACE MORE PRECIOUS INSTEAD OF NO PLACE QUITE AS PRECIOUS.
DID THAT SEEM LIKE A GOOD FIX, DAVID? YEAH, YEAH, YEAH.
I THINK WE COMPETE WITH ANY PLACE ON THE PLANET AND LIKE I SAID, LIKE A LOT OF US, WE'VE BEEN LOTS OF PLACES, SO.
AND THEN WE'RE GONNA ADD SHOPPING UP IN, IN THE IN TOWN.
UM, AND THEN THE ONLY OTHER COMMENT THAT I HAD THAT WASN'T A, AN EDIT, BUT IT WAS, UM, IT WAS JOHN ASKING ABOUT THE NATIONAL PARK STATEMENT.
DID PEOPLE FEEL RELATIVELY SATISFIED WITH THAT REMAINING AS IS? OR DID YOU FEEL LIKE THAT? I'M, I'M, I'M STILL A LITTLE UNCLEAR.
I, WHEN I READ IT, I THOUGHT, OH, YOU'RE, THEY'RE PUTTING IT IN THERE.
SO, BECAUSE, BECAUSE WE'RE NOT A NATIONAL PARK, THERE'S CERTAIN THINGS WE CAN'T DO.
AND I REALIZED THAT'S A LITTLE LESS ESOTERIC, UH, THAT'S NOT GONNA GET PICKED UP ON YOU.
AND GOOD STATEMENTS ARE LIKE EFFICIENT IN THE WORDS THEY USE.
SO I, I'M NOT QUITE SURE I, WHETHER WE NEED IT.
I, I DON'T THINK THE STATEMENT, UH, THE PARAGRAPHS HERE SUFFER IF THAT SENTENCE IS REMOVED.
I THINK EVERYTHING ELSE IS JUST AS STRONG.
I WAS JUST LOOKING AT IT THROUGH THAT SAME LENS, CRAIG.
AND I THINK THAT THAT SENTENCE IN, IN THIS, IT COULD BE CONSIDERED EXTRANEOUS IN THIS REGARD.
I HAVE HAD MULTIPLE PEOPLE SAY THAT EXACT THING TO ME THOUGH.
WELL, THAT'S WHY I CAME UP WITH US.
WE'VE HAD SO MANY PEOPLE IN INTERVIEWS SAY THAT.
THAT'S WHY, THAT'S WHY IT'S THERE.
BUT I WONDER IF THERE'S A WAY TO INCORPORATE THAT IDEA WITHOUT EXPLICITLY SAYING, 'CAUSE IT DOES FEEL A LITTLE FORCED, OR IT FEELS A LITTLE BIT, WE, WE DO HAVE IN THE CHARACTERISTICS.
WANT TO GIVE A LITTLE BACKGROUND ON THAT.
FROM KEONE BEAUTIFULS PERSPECTIVE, IT'S A FLASH POINT IN THE COMMUNITY.
THERE HAVE BEEN FOUR ATTEMPTS TO ONE ATTEMPT BY MO UDALL TO MAKE PARK OF OAK CREEK A NATIONAL SCENIC AREA, TWO NATIONAL SCENIC AREA,
[01:10:02]
UM, INITIATIVES AND ONE NATIONAL MONUMENT INITIATIVE.AND THEY'VE ALL FAILED MISERABLY BECAUSE OF THE POLARIZATION IN THE COMMUNITY.
AND THAT'S KIND OF THE REASON TO TAKE THIS OUT, I AGREE.
CAN WE GET A THUMBS UP ON TAKING IT OUT THEN? OKAY.
CAN I THROW OUT A POTENTIAL REPLACEMENT OF SOMETHING ABOUT THE PREEMINENT SCENIC DESTINATION IN THE WORLD OR IN A, SOMETHING LIKE THAT? BECAUSE WE PRETTY MUCH ARE
OR ONE OF THEM YOU WANNA MAKE OR, I MEAN, THAT STATEMENT IS, IT'S A LOT OF THINGS THAT MAKE YOU FEEL.
SO WHAT IF IT'S SOMETHING LIKE, UM, YOU KNOW, FEELING A, CULTIVATING A SENSE OF WELLNESS OR CHANGING THE STATEMENT INSTEAD OF WHAT IT LOOKS LIKE, BECAUSE EVERYTHING ELSE IN THAT SENTENCE IS MORE OF WHAT IT FEELS LIKE.
SO YOU BROKE FEELINGS OF WONDER.
I THINK WE'VE GOT, WE'VE CAPTURED ALMOST EVERYTHING ELSE.
CAN I ASK A QUESTION? YOU JUST DID
CAN I ASK TWO QUESTIONS NOW? THREE.
UM, CRAIG, I WANTED TO REVISIT SOMETHING THAT YOU SAID.
UM, AND IT'S SOMETHING THAT, THAT CAME UP, UM, IN THE BEHIND THE SCENES IN THE LEAD UP TO THIS, UM, WHICH WAS THAT, UM, THERE'S ONLY ONE, SEDONA WAS MORE EXPLICIT IN THE FIRST DRAFT THAT THE STAFF SAW.
I WANNA PLAY DEVIL'S ADVOCATE AND THEN MAYBE HEAR THE GROUPS THOUGHTS ON THIS AS WELL.
I THOUGHT THAT IT WAS TOO EASY OF A STATEMENT TO SAY THAT THERE'S ONLY ONE SEDONA, BECAUSE THERE ARE SO MANY COMMUNITIES WHERE TELLURIDE GOES, YEAH, THERE'S ONLY ONE TELLURIDE.
AND CRESTED BUTTE GOES, YEAH, BUT THERE'S ONLY ONE CRESTED BUTTE.
AND SO IS IT TOO, IS IT TOO EASY OF A PLAY TO SAY THERE'S ONLY ONE SEDONA IF THAT GETS USED IN, IN ANYTHING THAT WE DEVELOP IN THE FUTURE? MY MY CONCERN WAS THAT IT WAS, IT WAS TOO EASY OF A PLAY AND THAT WE COULD PUSH IT FURTHER THAN THAT.
BUT IF, IF THE GROUP FEELS DIFFERENTLY THAN THAT, THEN I'LL, I DEFINITELY WANNA HEAR THAT.
MY THOUGHT WOULDN'T BE THAT'S, YOU HAVE A NUMBER OF TAGLINES, YOU HAVE A NUMBER OF THINGS YOU USE.
IT WOULD SIMPLY BE ONE OF 'EM.
BUT I, I SEE YOUR POINT ABOUT IT BEING VANILLA.
BUT I THINK THE DIFFERENCE THAT THIS IS, UH, EVEN ANY PLACE, IT'S, THERE'S ONLY ONE
YOU CAN'T REPLICATE THIS MM-HMM.
WE CAN'T GO REBUILD THIS ANYWHERE ELSE.
I MEAN, I'M IN A THEME PARK BUSINESS, BUT I CAN'T RE REPLICATE THIS.
I MEAN, YEAH, WE TAKE PIECES OF IT LIKE DISNEY DID, BUT THERE'S ONLY ONE OF THESE.
AND I THINK THAT TO ME, THAT'S WHERE THE CHARM IS.
AND THAT'S THE THING WE'RE TRYING TO PROTECT FOR THE FUTURE GENERATIONS, IS THIS CAN'T BE RE RECREATED AGAIN.
AND I THINK THAT TO LEAVE THAT ONE IN THERE IS FINE.
BUT, BUT IF WE WERE GONNA PLAY ON, THERE'S ONLY ONE SEDONA IF WE, IF IN FURTHER BRAND DEVELOPMENT WE PLAY ON THAT, IS THAT ON THE VISIBLE SIDE? ON THE VISIBLE SIDE? IS THAT TOO EASY OF, OF A PLAY? I THINK IT'S TOO CLICHE.
IT'S WHAT POPS INTO MY HEAD WHERE, HEY, OKAY.
AGAIN, YOU KNOW, HAVING LIVED ALL THESE PLACES, THERE'S ONLY ONE CARMEL, THERE'S ONLY ONE NEWPORT, THERE'S ONLY ONE TELLURIDE.
I, I THINK IT JUST KIND OF IS CLICHE NOW, I CERTAINLY DEFER TO THE MARKETING GUYS, BUT, YOU KNOW, 'CAUSE I'M NOT ONE OF THOSE, BUT, AND, AND MAYBE THERE'S A DIFFERENT WAY TO SAY IT UNIQUELY, RIGHT? THAT'S, WHAT IS THE WORD THAT I WAS COMING UP UNIQUELY SEDONA.
WE, WE HAVEN'T STARTED DOWN THE TAGLINE ROAD YET,
SORRY, I KNEW WHAT JOHN SAID SOMEWHERE OVER HERE.
AND THAT IS THAT BASICALLY THE PLACE CAN'T BE RECREATED.
LIKE IF YOU WRECK IT, IT'S GONE.
SO, AND THAT'S WHERE WE WERE REALLY GOING WITH IT.
HAVING SAID THAT, YOU KNOW, I AGREE WITH LAUREN TOO.
I MEAN, YOU CAN'T JUST THEN PULL THAT OUT.
SO, UM, BUT THAT CONCEPT IS PROBABLY, YOU KNOW, A PLACE WHERE WE MIGHT GO.
AND THEN, YOU KNOW, YOU GUYS OBVIOUSLY SAW THINGS THAT WE ARE PLAYING WITH FOR THE SUMMER CAMPAIGN, YOU KNOW, SO THAT, YOU KNOW, KIND OF USE THE IDEA BUT NOT THE WORDS.
SO, YOU KNOW, YOU CAN KIND OF SEE HOW THAT WILL GO.
AT SOME POINT THOUGH, WE WILL BE COMING BACK TO YOU WITH LOGOS
[01:15:01]
AND TAGLINES.SO, UM, YOU KNOW, I GUESS WE CAN SEE, AND IT, IT DOES HELP TO HAVE THIS CONVERSATION.
UM, 'CAUSE I THINK LAUREN'S RIGHT, I THINK IT'S TOO EASY.
IT WAS, IT WAS, IT WAS REALLY APPROPRIATE I THINK IN THE BRAND DESCRIPTION.
'CAUSE WE'RE TALKING ABOUT WHO WE ARE AND YOU KNOW, AND WHAT WE'RE STRIVING TO BE.
BUT, UM, AN AD THAT PUBLIC FACING STUFF IS ANOTHER STORY.
BUT DOESN'T IT ALSO SUPPORT WHAT WE'RE TRYING TO DO? EVEN, EVEN WHEN YOU GET TO YOUR AD CAMPAIGN, THERE'S ONLY ONE SEDONA.
THAT'S WHY WE HAVE TO DO THIS.
SUSTAIN THIS IS THE REASONS WHY, RIGHT? IT'S TO SUPPORT.
EVEN INTO THE AD CAMPAIGN SIDE AT SOME POINT, WE, WE CAN VALIDATE THAT TO YOUR POINT.
THERE'S PHOTOGRAPHS, THERE'S, BUT THAT LINE BY ITSELF MIGHT BE A LITTLE TOO, YOU KNOW, A LITTLE TOO EASY.
WELL, WHAT'S WRONG IF THEY USE IT AND BRINGS PEOPLE, I'M, I'M OKAY WITH THAT.
IF IT WORKS, WHY NOT FORGET ABOUT TELLURIDE.
FOR THOSE TELLURIDES, YOU PROBABLY ENJOY THE MARKETING.
WELL PUT IT IN OUR OPTIONS THEN.
AND THEN WE CAN, IF IT WORKS, IT WORKS.
CAN I THROW AN ADDITIONAL CHALLENGE TO YOU THOUGH? WHAT'S, WHAT'S THE ELEVATOR SPEECH? THERE YOU GO.
SHOW HOW DO, HOW DO WE TAKE THIS ALL DOWN? YOU CUT THAT OUT OF THE DECK.
I WAS LIKE, DON'T ADD THAT TOO.
OTHERWISE WE'RE GONNA DEBATE THAT TOO.
SO USUALLY ONCE WE HAVE AN APPROVED BRAND DESCRIPTION, WE CONDENSE THAT INTO A BRAND STATEMENT, WHICH IS ESSENTIALLY THE ELEVATOR PITCH.
THE COUPLE OF LINES KIND OF, WE'VE GONE AHEAD AND, AND DRAFTED THAT, BUT THERE WERE, WE HAD SOME CHANGES AND REVISIONS TO THE BRAND DESCRIPTION.
WE DECIDED LET'S NOT REWORK THE STATEMENT UNTIL WE GET THE DESCRIPTION NAILED DOWN.
SO THERE WILL BE, BUT I THINK THAT'S IMPORTANT FOR FOR SURE EVERYBODY YES.
TO BE ABLE TO KNOW, OKAY, THIS IS THE ELEVATOR STATION AND THEN ANYBODY CAN ARTICULATE IT.
YOU DON'T HAVE TO MEMORIZE, YOU KNOW, ESPECIALLY ALL SEDONAS AND SEDONA BUSINESSES WHO THEN ARTICULATE AND ALIGN TO THAT IN THEIR MARKETING CAMPAIGNS.
THEN IT'S, THEN IT'S A MULTIPLICATIVE FACTOR, NOT YOU'RE OUT BY YOURSELF DOING YOUR OWN INDEPENDENT CAMPAIGN, YOU'RE LEVERAGING EACH OTHER THEN.
BECAUSE YOU'RE SPENDING WHAT, MILLIONS AND MILLIONS OF DOLLARS AS BUSINESSES AND MARKETING OUR OWN PRODUCTS AND SERVICES.
BUT IT'S UNDERNEATH THAT BANNER OF A SPECIAL PLACE OF SEDONA.
EVERY READY TO MOVE ON TO CREATIVE.
ALRIGHT, UM, COUPLE THINGS ABOUT THE CREATIVE
OH, WE'RE GONNA CHANGE THE, YEAH, WE'RE JUST GONNA KEEP PLAYING MUSICAL CHAIRS HERE JUST TO HAVE FUN WITH YOU GUYS.
UM, SO REMEMBER HOW WE WERE TALKING ABOUT THE WINTER CAMPAIGN WAS, UH, WAS THE MINI CAMPAIGN THAT WASN'T REALLY ATTACHED TO ANYTHING.
WELL, WE NEEDED A SUMMER CAMPAIGN FOR THE SAME REASONS WE NEEDED A WINTER CAMPAIGN, RIGHT? IT'S LOW SEASON.
WE NEED TO ACTUALLY DRIVE BUSINESS TO SEDONA.
AND, UM, LAUREN'S GONNA SHARE SOME STATS HERE SHORTLY THAT'S SHOWING, YOU KNOW, WHAT OUR BOOKINGS ARE LOOKING LIKE COMPARED TO LAST YEAR, WHICH REINFORCES THE FACT THAT WE NEED TO HAVE A CAMPAIGN THAT DRIVES BUSINESS TO SEDONA.
UM, BUT WE AREN'T REALLY CALLING IT A MINI CAMPAIGN ANYMORE BECAUSE IT ACTUALLY, THIS CAMPAIGN, THESE CAMPAIGN CONCEPTS THAT WE'RE SHOWING YOU ACTUALLY DO STILL CONNECT, DO CONNECT TO THE WORK THAT WE'VE STARTED TO DO.
RIGHT? IT IS REFLECTIVE OF WHERE WE THINK WE'RE GONNA ULTIMATELY BE WANTING TO GO, UM, IN STRADDLING THAT LINE, REMEMBER BETWEEN, UM, MARKETING AND STEWARDSHIP, UM, AND MARKETING AND EDUCATION.
AND SO, UM, WHAT WE'VE PUT TOGETHER, WE'RE CALLING THE BRIDGE CAMPAIGN
UM, AND THAT'S BECAUSE IT'S NOT NECESSARILY THE FINAL FINAL EITHER.
YOU KNOW, THIS MAY NOT BE ONE OF THESE MAY NOT BE THE LONG-TERM FOREVER, AND THERE'S NO SUCH THING AS LONG-TERM FOREVER.
UM, MAY NOT BE THE LONG-TERM CAMPAIGN THAT WE MIGHT LAUNCH IN LIKE THE FALL FOR NEXT WINTER AND WHAT MIGHT BE GOING FORWARD FOR SEDONA FOR A LONGER TERM.
BUT IT IS ABSOLUTELY, IT IS NOT JUST, YOU KNOW, A CRICKY, LET'S JUST COME UP WITH SOMETHING, TELL PEOPLE TO COME HERE IN THE SUMMER.
UM, WITH THAT IN MIND, WHAT WE ARE, UM, WHAT WE'RE LOOKING FOR FROM YOU GUYS IS EXACTLY WHAT WE TALKED ABOUT BEFORE.
AND THAT IS, YOU KNOW, DO DOES THIS APPROACH SEEM APPROPRIATE? THEY BOTH HAVE A VERY SIMILAR APPROACH, AS YOU PROBABLY SAW BECAUSE YOU'VE ALREADY SEEN AND READ THE CAMPAIGNS.
UM, THE, YOU KNOW, WE, WE DO WANNA RAISE AWARENESS OF SEDONA AS A, AS A WONDERFUL DESTINATION.
UM, BUT WE ALSO WANT TO ASK PEOPLE TO VISIT IN A PARTICULAR WAY.
UM, NOTE THAT WHILE THE COPY IN THESE CAMPAIGNS, UM, AND IN SOME CASES THE IMAGERY AS WELL, UM, IS REFLECTIVE OF THIS SORT OF SEWER SHIP CONCEPT, THEY ARE NOT NECESSARILY LIKE FULL ON, YOU KNOW, WHILE YOU ARE IN TOWN, YOU SHOULD, YOU SHOULD BE DOING THESE THINGS.
WE, UM, WOULD LIKE TO INCORPORATE, ONCE WE LAND ON A CAMPAIGN, WE WOULD LIKE TO INCORPORATE EXECUTIONS THAT WOULD RUN JUST IN MARKET, UM, POTENTIALLY IN MARKET AND IN PHOENIX, SINCE THAT'S THE BULK OF OUR VISITORS, THAT WOULD BE A LITTLE BIT
[01:20:01]
MORE STRONGLY WORDED THAT, YOU KNOW, HERE IS HOW TO VISIT SEDONA.BUT WITHIN THE SORT OF CONSTRUCT OF THE CAMPAIGN, I JUST NOTE THAT BECAUSE THESE AREN'T NECESSARILY MEANT TO BE IN MARKET MESSAGES, EVEN THOUGH WHEN WE GET TO THE MARKETING PLAN, THE MEDIA PLAN, YOU'LL SEE THAT WE DO SUGGEST THAT WE HAVE IN MARKET, UM, STUFF RUNNING.
SO FOR THE UNEDUCATED, UM, SO IF YOU'RE SAYING IN MARKET, THE VISITORS ALREADY HERE, WE'VE ATTRACTED THEM, AND THEN THEY'RE GONNA EXPERIENCE THAT IN MARKET THROUGH SERVED.
PAID USUALLY PAID PAID SOCIAL DIGITAL.
OH, THAT REALLY HELPS TOO, TO UNDERSTAND THAT.
HOW, HOW TO, I LIKE WHEN YOU SAID BEFORE YOU, WHEN YOU SAID EDUCATE THE PHOENIX PEOPLE, I GO, AH, OKAY, YEAH, I GET THAT.
I WANNA ADD TOO, THAT WE EVEN HAVE, UM, OPPORTUNITIES TO PUT VIDEO MESSAGES AND JUST STATIC IMAGES AS WELL ON THE SEDONA SHUTTLE.
AND I CAN EVEN GEOLOCATE THEM SO THAT WHEN THEY CROSS INTO A CERTAIN THRESHOLD, AS THE BUS CROSSES OVER, YOU KNOW, THIS STREET AND THIS STREET, THIS MESSAGE WILL PLAY.
UM, SO THAT'S ANOTHER IN-MARKET MESSAGING TOOL.
AND THAT'S AN AREA WHERE LIKE PRINT IS QUESTIONABLE, BUT PRINTED MATERIAL THAT WE COULD SHARE WITH LODGING COUNCIL THAT COULD BE SHARED WITH HOTELS.
THAT'S WHERE WE COULD GET A REAL CONSISTENT.
WE HAVE A, UM, SO WE ARE WORKING ON A MUCH LARGER MARKETING PLAN THAT HAS LOTS OF STUFF IN IT.
UM, THE, AGAIN, THE SUMMER, THE SUMMER PLAN IS LIKE A, WE CAN CALL IT BRIDGE PLAN TOO.
AND THAT IS, YOU KNOW, KIND OF INCORPORATING MORE, BUT NOT NECESSARILY THE FULL MEAL DEAL, JUST PART OF ITS TIMING, YOU KNOW, AND BUDGETS AND WHATEVER, YOU KNOW.
SO THE MARKETING PLAN THAT WE'RE BUILDING IS ACTUALLY FOR, YOU KNOW, LIKE 25 AND BEYOND.
AND, UM, AND THAT'S WHERE WE INCORPORATE ALL THE OTHER THINGS LIKE, YOU KNOW, LIKE INTERNATIONAL AND, UM, TOUR OPERATORS AND, YOU KNOW, GROUP SALES AND ALL THAT OTHER STUFF.
BUT ALSO IN MARKET, WHAT ELSE CAN WE DO IN MARKET BESIDES LIKE, SOME DIGITAL DELIVERY OF MESSAGES AND, YOU KNOW, SO COORDINATION WITH HOTELS AND HOTEL SHUTTLES AND, UM, YOU KNOW, ALL THE OTHER THINGS THAT ARE, YOU KNOW, RANGER STATION KIOSKS AND YEAH, EXACTLY.
UH, I JUST WANNA MAKE SURE, OH, THE OTHER THING, UM, JUST TO NOTE, YOU PREP, FOR THOSE OF YOU WHO DO THIS MARKETING STUFF ALL THE TIME, YOU'LL KNOW THIS, BUT IF YOU DON'T, UM, ALL OF THE IMAGES THAT ARE IN THESE ADS THAT WE'RE SHOWING YOU, UM, THEY'RE FPO RIGHT? FOR PLACEMENT ONLY.
THEY'RE NOT ACTUAL, LIKE THEY'RE PHOTOS THAT WE PULLED FROM THE INTERNET OR WHATEVER.
WE WOULD SHOOT THIS CAMPAIGN, WHATEVER IT IS TO BE SPECIFIC TO THE NEEDS.
UM, SO THERE'S LIKE THIS CUTE PICTURE OF PEOPLE IN LITTLE SEVENTIES OUTFIT, WHICH I THOUGHT WAS REALLY COOL, BUT WE DON'T HAVE THAT PHOTO.
THAT'S NOT ACTUALLY OUR PHOTO
SO, UM, SO JUST, WHAT'S THAT ED? I, I KNOW.
WELL, ANYWAY, SO PLEASE NOTE THAT, UM, JUST LIKE WITH EVERYTHING ELSE WE'VE TALKED ABOUT, ABOUT HOPEFULLY YOU'LL REMEMBER YOUR GUT REACTION WHEN YOU FIRST SAW THESE CAMPAIGNS AND BEFORE YOU STARTED ANALYZING 'EM TO DEATH AND MADE NOTES IN THE MARGINS AND ALL THAT STUFF.
WE REALLY WANT TO KEEP IN MIND THAT WHEN SOMEBODY OUT THERE SEES AN AD, THEY DON'T ANALYZE IT, THEY DON'T TAKE NOTES IN THE MARGINS, YOU KNOW,
SO THAT'S WHAT WE'RE LOOKING FOR IS, YOU KNOW, WHAT DO WE THINK AS A GROUP, UM, BEST REPRESENTS WHO WE ARE, WHAT WE WANNA SAY, AND UM, SPEAKS TO THE KIND OF PEOPLE WE WANNA SPEAK TO.
CAN I SHARE A FUNNY STORY THOUGH ABOUT STOCK PHOTOGRAPHY? UM, A LOT OF TIMES WHEN YOU SEE A CONCEPT LIKE THIS AND, AND IT DOESN'T ACTUALLY HAVE COPY AS IPSUM, BLAH, BLAH, BLAH, BLAH.
THE GREEK, I ONCE HAD A CLIENT CALL ME UP AND SAID, WHAT LANGUAGE IS THIS?
WE AT LEAST TOOK THE GREEK OUT FOR YOU.
SO THERE ARE ACTUAL WORDS, BUT YES, WHEN WE STARTED THOSE LITTLE BODY COPY THINGS WERE JUST GOBBLEDYGOOK, WHICH IS THAT THEN IT'S THE COPY IS FPO IT WAS RIGHT.
LAURA MSO, YOU CAN'T SPEAK MORE THAN ONE LANGUAGE.
YOU WANNA GO FOR IT? UM, SO WHILE BOTH CONCEPTS THAT, UH, ARE IN YOUR PACKETS AND THAT WE'LL BE WALKING YOU THROUGH TODAY, UM, LEAN HEAVILY INTO THE LEAN INTO THE STEWARDSHIP, UH, COMPONENT.
THE FIRST ONE, UH, ASK VISITORS TO, UH, TAKE A DIFFERENT APPROACH TO SEDONA, AT LEAST A DIFFERENT APPROACH THAN WHAT PROLIFERATES ON SOCIAL MEDIA.
UM, WE'RE ASKING THEM TO CREATE THEIR OWN EXPERIENCES RESPONSIBLY AND RESPECTFULLY.
WE'RE, AND IN DOING SO, WE'RE ASKING THEM TO TELL A DIFFERENT STORY.
[01:25:01]
SURE.UH, SO, UM, AS IT SAYS UP THERE WITH WE'RE, WITH THIS CAMPAIGN, WE'RE ASKING PEOPLE TO BE PRESENT, TO BE MINDFUL, TO BE, UH, RESPECTFUL OF THE MOMENT, UH, WHERE THE ONLY THING THAT MATTERS, UH, THE ONLY STATUS THAT MATTERS IS WHAT YOU'RE DOING AND THE MEMORIES YOU'RE CREATING.
UM, ONE OF THE LINES THAT IN, IN HERE, IT'S NOT NECESSARILY, UH, AD COPY IN HERE, BUT I THINK IT IS, UM, AT SOME POINT IS WE KNOW YOU'LL LOVE IT HERE BECAUSE WE LOVE IT HERE.
BE HERE AND TELL A DIFFERENT STORY.
SHOWING SOME EXAMPLES OF HOW THAT MIGHT PLAY OUT IN, UM, DIFFERENT EXECUTIONS.
UH, AN IMAGE, UH, AND HEADLINE, UH, DRIVEN DIGITAL AD, UH, THAT WOULD OBVIOUSLY HAVE A, HAS A CALL TO ACTION TO PLAN A TRIP.
AND THEN ANOTHER, UM, EXAMPLE OF THAT HERE, YOU GUYS WILL REMEMBER BECAUSE YOU'VE ALREADY SEEN BOTH AD CONCEPTS THAT, UM, THIS IS OUR PEOPLE AD AND THE OTHER ONE DOESN'T REALLY HAVE PEOPLE.
SO A COUPLE OF DIFFERENT APPROACHES THAT ARE ALSO IMPORTANT TO NOTE.
UM, NOT SEDONA, BUT
DID YOU WANT ME TO READ THE COPY? YEAH.
SO, UM, PRINT AD, FULL PAGE PRINT AD BODY COPY.
COME TO SEDONA TO EXPERIENCE A MAGIC YOU CAN'T FIND ANYWHERE ELSE.
SEEK A NEW ADVENTURE AND RENEW YOURSELF WHILE YOU'RE HERE.
SLOW DOWN AND SAVOR THE JOURNEY.
EXPLORE RESPONSIBLY AND REMEMBER TO BE RESPECTFUL.
YOU'LL LOVE IT HERE BECAUSE WE LOVE IT HERE.
AND WHEN YOU LOVE SOMETHING, YOU CARE FOR IT.
WHAT'S YOURS? TELL A DIFFERENT STORY.
SO WHERE WOULD THIS BE POTENTIALLY PLACED THEN? WELL, SO WE ACTUALLY
UH, WHICH WE MAY OR MAY NOT BE ABLE TO MAKE THE DEADLINE
BUT YES, SAN DIEGO MAGAZINE IS ACTUALLY WHERE THIS WOULD RUN.
SHOULD WE ACTUALLY HIT THAT DEADLINE? SO THIS WOULDN'T BE A PART OF EXPERIENCE SEDONA MAGAZINE? PARDON? WOULDN'T BE PART OF THE EXPERIENCE.
SEDONA MAGAZINE THAT'S CURRENTLY PUBLISHED AND HAS A LOT OF THIS, SUCH AS IN-MARKET ACTIVITIES? NO, I DON'T THINK SO.
WE COULD ASK THEM BECAUSE THERE'S OTHER, OTHER PRINT MEDIA THAT HAS SEDONA IN IT.
AND FROM THE CHAMBER THAT AGAIN, IT'S KIND OF THAT MESHING GLOVE QUESTION.
A YEAH, LIKE A, YOU KNOW, VISITOR GUIDE TYPE AD, RIGHT? YEAH.
BUT IN THIS CASE WE BUILT IT FOR THAT DON'T.
THE REASON WHY I ASKED THE PLACEMENT QUESTION IS KIND OF WHERE YOU GONNA BE AND DOES IT, DO YOU CROSS THE STREAMS KIND OF QUESTION.
AND WELL, AND WHICH LARGER DISCUSSION RIGHT.
ABOUT
WHICH IS PART OF THE QUESTION.
UH, ANOTHER EXAMPLE OF FULL PAGE AD, UM, WITH A COUPLE DIFFERENT, UM, BODY COPY, UM, VERSIONS ON SEDONAS TRAILS WHERE ANCIENT ROCKS WHISPER AND BREEZES CARRY STORIES TREAD LIGHTLY.
AND WITH RESPECT HERE, EVERY FOOTSTEP COUNTS TOWARD CONSERVING THE SPLENDOR FOR GENERATIONS TO COME.
AND YOUR STORY IS FOREVER LINKED WITH OURS.
BE HERE AND TELL A DIFFERENT STORY.
SO SINCE THIS IS A BEHAVIORAL APPROACH, RIGHT? UM, HOW DO WE KNOW IF BEHAVIOR IS BEING MODIFIED
UM, IT'S, IT SOUNDS LIKE WE ACTUALLY HAVE SOME OPPORTUNITIES WITH THE FORCE, RIGHT? WITH THE FOREST SERVICE TOO.
UM, BECAUSE THEY DO SOME I'LL LET LAUREN ANSWER
I THINK IT'S REALLY HARD TO TELL.
I COULD TRY AND TELL YOU SOLUTIONS THAT MAY OR MAY NOT MEASURE IT, BUT IF I'M BEING PERFECTLY HONEST, IT'S REALLY HARD TO MEASURE CHANGE IN BEHAVIOR ASIDE FROM DID MORE PEOPLE TAKE THE SHUTTLE? I CAN TELL YOU THAT MM-HMM.
I DON'T KNOW IF I CAN TELL YOU THAT.
EVEN THE SHUTTLE, YOU DON'T NECESSARILY KNOW WHY THEY TOOK THE SHUTTLE AND TOOK HOW THEY FOUND OUT ABOUT IT.
'CAUSE THERE'S LIKE FIVE OTHER WAYS OF DOING THAT.
SO IT'S ATTRI THE OTHER ATTRIBUTION PROBLEM I KNOW, BUT IN A DIFFERENT VARIETY.
'CAUSE I FOUND PRINT MEDIA TO BE RATHER USELESS FOR MY BUSINESS, LIKE ZERO RETURN.
SO IT'S, THE NATURAL QUESTION IS WHAT, 'CAUSE IF THE RETURN IS AN IMPROVED BEHAVIOR, THE LESS GRAFFITI
[01:30:01]
AND ALL THOSE OTHER THINGS THAT WE REALLY WANT, FABULOUS.BUT SOMEWHERE THE TAIL OF THE DONKEY HAS TO HAVE THE PIN ON IT TO SAY, WE'RE WE'RE SPENDING THE MONEY AND IT'S OUR MONEY.
WE'RE TAXPAYERS, WE'RE SPENDING IT THE RIGHT WAY.
SO I'D LIKE TO FIGURE OUT, EVEN IF WE SPITBALL IT, WHAT TYPE OF BOX WE IN HERE IN TERMS OF EXPECTATIONS, WHETHER IT'S QUANTIFIABLE OR EMOTIONAL, WHATEVER.
WELL, WE CAN'T, SO THERE'S SOME THINGS WE CAN DO, RIGHT? ONE IS, UM, WE ALREADY INTEND TO CONTINUE DOING THE VISITOR INTERCEPT AND RESIDENT RESIDENT SENTIMENT SURVEYS, UM, YOU KNOW, PRO ANNUALLY, HOWEVER, THAT ENDS UP WORKING OUT BI-ANNUALLY.
AND, UM, AND ONE OF THE THINGS WE CAN DO WITHIN THOSE IS WE CAN TEST, YOU KNOW, WHETHER OR NOT THEY HAVE SEEN MESSAGES AROUND THESE KINDS OF THINGS.
SO WE CAN, WE CAN MEASURE AWARENESS, RIGHT? AND, UM, ON THE RESIDENT SIDE, WE CAN ASK, YOU KNOW, DO YOU FEEL LIKE THERE IS AN EFFORT OUT THERE TO EDUCATE PEOPLE? YOU KNOW, THOSE KINDS OF THINGS.
UM, WHICH WE CLEARLY, I CAN TELL YOU FROM THE FIRST RESIDENT SENTIMENT SURVEY, THERE'S NO SENSE AT ALL THAT ANYBODY'S DOING ANYTHING TO TRY TO FIX ANYTHING.
SO, UM, WE'RE PROBABLY GONNA IMPROVE THERE, WE HOPE.
UM, BUT ON THE VISITOR INTERCEPTING, WE'VE DONE THIS WITH OTHER MARKETS WHERE WE DO SAY, YOU KNOW, YOU CAN TEST, YOU KNOW, HAVE YOU SEEN THIS? DID YOU, YOU KNOW, IF YOU WERE TO, AND YOU CAN ASK LESS OBVIOUS QUESTIONS, YOU KNOW, NOT JUST DID YOU SEE AN AD THAT SAID, BUT WE CAN ASK THINGS THAT TO THAT GLEAN WHETHER OR NOT THEY, YOU KNOW, HAVE ABSORBED SOME OF THESE MESSAGES.
THE FINAL, THE FINAL ACTION IS THE HARD PART, RIGHT? AND THAT'S SOMETHING THAT EVERY SINGLE, YOU KNOW, EVERY, EVERY DESTINATION IS STRUGGLING WITH.
YOU KNOW, DID WE, DID WE SOMEHOW GET LESS LITTERING? DID WE GET PEOPLE TO NOT, AND AND SO AT THE END OF THE DAY, YOU'RE, AS YOU COME BACK AND LOOK AT YOUR OVERALL PROGRAM, YOU'RE GONNA HAVE TO ALLOCATE BUDGETS FOR DIFFERENT AREAS, INCLUDING THIS ONE RELATIVE TO WHAT YOU THINK THE RESULTS ARE GONNA BE.
SO YEAH, YOU DON'T HAVE TO EXPLAIN ANY FURTHER.
I KNOW IT'S EASY TO MEASURE HOTEL ROOM NIGHTS,
BUT THE, BUT SOME WAYS WE HAVE A DOUBLE RESPONSIBILITY.
AND THAT'S THE POINT IS THAT WE, YOU KNOW, WE KNOW WE'RE NOT JUST OUT THERE TO TRY TO GAIN HOTEL ROOM NIGHTS.
AND, AND THERE'S VALUE TO THAT.
OUR, OUR RESIDENTS UNDERSTANDING.
WE ARE TRYING TO REACH OUT AND EDUCATE WHETHER IT'S A SUBTLE WAY OR OR NOT.
THAT'S, THAT'S A POSITIVE THING.
AND YOU CAN, YOU CAN MAKE A JUSTIFICATION FOR THE EXPENDITURES FOR THAT.
AND AGAIN, HOW MUCH HAS DONE THE ARGUMENT, BUT HAVING SOME MAKE SENSE.
BUT I'LL LEAVE THAT TO YOU GUYS IN THE BIGGER PICTURE.
BUT THIS IS THE CRUX, RIGHT? RIGHT.
THAT WHAT YOU'RE SAYING IS EXACTLY WHAT WE'RE DEALING WITH.
IS THERE ALSO A WAY OF MODIFYING, UM, THE URL, UM, YOU KNOW, SCENIC SEDONA.COM/TELL AND YOU ONLY PUT THAT IN PRINT? UM, BECAUSE YES, ONLINE MEDIA, YOU COULD, YOU CAN SORT, YOU, YOU KNOW THE SOURCE THERE IS NO YEAH.
IT'S ALL JUST A STRAIGHT CLICK WITH PRINT.
YOU DON'T TOTALLY, WE CAN, THE FACT IS THOUGH, HUMAN BEHAVIOR, THEY'RE NOT GONNA DO THE SLASH YEAH.
IF YOU WERE TO DO ANYTHING, YOU WOULD MAYBE CREATE A DIFFERENT URL WITH A REDIRECT.
AND UM, AND THE LIKELIHOOD IS THEY'RE JUST GONNA GOOGLE ANYWAY.
WELL THEN YOU CAN, THEN YOU CAN TRACK 'EM MASSIVELY.
YOU CAN TRACK 'EM UNTIL GOOGLE DECIDES TO TAKE THAT AWAY.
BUT THAT'S A DIFFERENT QUESTION.
BUT YEAH, BUT BELIEVE ME, WE ARE ALWAYS TRYING TO CRACK THAT NUT, RIGHT? HOW TO TRACK PRINT, DRIVING THEM TO ONLINE'S.
I'M NOT GONNA BE ABLE TO READ MY SCREEN.
OH, I DON'T, I THINK IT'S GREAT.
I THINK, UM, I THINK THE OPENING SLIDE MENTIONED THAT, YOU KNOW, THIS COULD BE, UM, UH, TRANSLATED TO VIDEO OR A SERIES OF VIDEOS, UM, ONE OF WHICH IS SHOWN HERE AS AN EXAMPLE.
UM, OBVIOUSLY, UH, SCENIC IMAGERY.
AGAIN, THIS IS THE PEOPLE CAMPAIGN.
SO YOU SEE LOTS OF IMAGES WITH PEOPLE, VOICEOVER BEING COME TO SEDONA TO EXPERIENCE A MAGIC YOU CAN'T FIND ANYWHERE ELSE.
ALLOW YOURSELF TO DISCONNECT AND BE IN THE MOMENT WITH EACH OTHER WHILE YOU'RE HERE.
SLOW DOWN AND SAVOR THE JOURNEY.
WE KNOW YOU'LL LOVE IT HERE BECAUSE WE LOVE IT HERE.
AND WHEN YOU LOVE SOMETHING, YOU CARE FOR IT.
THAT'S YOUR DARK SKY PHOTO RIGHT THERE.
SKY IT'S, OR THE 50 MILLION OTHERS THAT PEOPLE HAVE TAKEN JUST LIKE IT.
SO MUCH HYPERBOLE IN THIS GROUP.
UM, WHY DON'T YOU KEEP GOING SINCE, 'CAUSE I'M TAKING NOTES WHILE YOU'RE IN DIRECT DOING THE, IS THAT COOL? DO YOU WANT FEEDBACK ON SEAN? NOT, OH, I GUESS WE COULD ASK.
DO YOU GUYS WANNA WAIT TILL WE GET THROUGH BOTH OR DO YOU WANNA TALK ABOUT EACH ONE?
[01:35:01]
IT'S UP TO YOU.JUST DON'T FORGET WHAT YOU'RE GONNA SAY.
UM, SO THIS NEXT CONCEPT IS, UM, ABOUT ASKING VISITORS TO BE AWARE OF THEIR SURROUNDINGS, TO BE MINDFUL OF THEIR ACTIONS AND TO BE, UH, PRESENT IN THE MOMENT.
JERRY, IN THIS PARTICULAR SLIDE, IS THIS JUST A BACK, LIKE A BACKGROUND SLIDE TO JUST YEAH, THE ONLY REASON I SAY THAT IS 'CAUSE ON BOTH OF THESE DESCRIPTIVE KIND OF SLIDES FOR BOTH OF THE CONCEPTS, YOU'VE GOT THAT, UM, PASSAGE OF PICKING UP TRASH.
AND I, AND I JUST THINK, YOU KNOW, ASSOCIATING THE WORD TRASH WITH SEDONA IN ANY SENSE, IN ANY WAY.
I MEAN, YOU COULD, AGAIN, THIS IS THE WISE GUY IN ME, BUT I'M ALWAYS LOOKING FOR THAT TWIST OF, OKAY, HOW'S IT RECEIVED? AND TO ME IT CAN BE RECEIVED AS COME TO SEDONA AND PICK UP TRASH.
AND SO IT DOESN'T, RIGHT? I MEAN, DO WE HAVE A GIANT TRASH PROBLEM? I DON'T THINK WE DO.
I THINK THE STEWARDSHIP THING, OH YEAH, WE DO.
I DON'T, I DON'T KNOW THAT, THAT THAT'S ADMIT TO NO, IT'S 'CAUSE KSB PICKS IT ALL UP.
OKAY, WELL, SORRY, I GET THAT.
I MEAN, WHEN I'M OUT HIKING, I DON'T SEE, YOU KNOW, I THINK MOST OF OUR VISITORS ARE GOOD STEWARDS AND THEY UNDERSTAND WHAT IN THE EDUCATION CAMPAIGN, MAYBE WE, YOU KNOW, THROW THAT IN THERE.
AND THAT'S WHAT THIS IS, RIGHT? SO THAT SECOND PARAGRAPH IN BOTH OF THESE WAS THE, YOU KNOW, SO IN MARKET WE COULD DO EXECUTIONS LIKE I TALKED ABOUT BEFORE.
WHERE WE'RE A LITTLE BIT MORE, UM, SORT OF SPECIFIC THING.
AND IT DOESN'T HAVE TO BE PICKUP TRASH, BUT IT COULD BE PICK UP YOUR TRASH.
UM, BUT THINGS LIKE, OR JUST LEAVE TRAILS, YOU KNOW, PARK DESIGNATED AREAS, YOU KNOW, THE KINDS OF THINGS THAT YOU COULD SAY TO SOMEBODY WHEN THEY'RE HERE.
YOU JUST DON'T, I, I DON'T THINK YOU WANT TO, IN ANY SENSE, EVER, UM, LAYER THIS WITH A THIRD WORLD KIND OF PERCEPTION.
COME TO EIMA AND PICK UP TRASH ON A BEACH.
'CAUSE YOU'LL NEVER GET IT ALL.
I MEAN, WE DON'T HAVE A TRASH PROBLEM COMPARED TO LOTS OF OTHER PLACES IN THE COUNTRY AND IN THE WORLD WE CAN.
AND SO I'M JUST SAYING THAT I, I THINK THAT YEAH, COME AND HELP BE GREAT STEWARDS AND HOWEVER WE EDUCATE THAT, BUT DON'T ASSOCIATE THE WORD TRASH.
AND, AND OH, BY THE WAY, I MEAN, WE AS RESIDENTS ARE THE ONES THAT, AND I DON'T, I DON'T HAVE A DOG, BUT AT NEARLY EVERY TRAILHEAD I SEE LITTLE BLUE POOP BAGS FROM DOGS.
AND I DON'T KNOW THAT THAT'S THE TOURIST AS MUCH AS IT'S OUR OWN NEIGHBORS PROBABLY, RIGHT? MY, YEAH.
MY PET PEEVE IS THOSE BLUE BAGS, NOT AT THE TRAILHEAD, BUT ALL ALONG THE TRAIL.
SO WE GOT A POOP PROBLEM, ESPECI.
AND I HAVE A DOG PROBLEM,
NO, THAT'S AN EASY THING TO TAKE OUT OF THE INTRO.
SO IT'S JUST NOT THERE AND ISN'T A TRIGGER.
WE DON'T WANNA TRIGGER ANYBODY.
I SAID THAT OUT LOUD, YOU KNOW.
UM, AN EXAMPLE OF A, A ANIMATED DIGITAL AD.
UM, SO ROTATING THROUGH THREE FRAMES.
UH, BE THOUGHTFUL, BE COURTEOUS, BE IN THE MOMENT.
UM, BE RELAXED, BE RESPECTFUL, BE IN THE MOMENT.
YOU'LL NOTE THAT OBVIOUSLY AS WE TALKED ABOUT, RIGHT? THE OTHER CAMPAIGN WAS THE PEOPLE CAMPAIGN.
UM, EVEN THOUGH IT IS SHOWING THINGS YOU'LL NOTE, IT'S A VERY DIFFERENT APPROACH, RIGHT? IT'S NOT THE BIG SCENIC VISTAS, IT'S THE LITTLE DETAILS, UM, ABOUT SEDONA THAT MAKE IT SPECIAL.
AND IT'S JUST A DIFFERENT WAY OF LOOKING AT IT.
AND IT'S ALSO A WAY OF SORT OF DIFFERENTIATING SEDONA FROM OTHER DESTINATIONS THAT ARE ALL SHOWING KIND OF VERY SIMILAR PICTURES.
AND I THINK ALSO ATTEMPT TO BROADEN THE VISUAL BRANDING OF OUR TOWN FROM CATHEDRAL ROCK TO SOMETHING ELSE.
IT'S ALL BEEN DONE, RIGHT? YEAH.
THAT'S DEFINITELY THE CONCEPT HERE.
AND THEN IN PRINT, UM, YOU GET A LITTLE BIT OF A TEASE OF THAT BROADER VISUAL, UM, LANDSCAPE.
UM, BUT AGAIN, THE FOCUS IS IN THE DETAILS HERE.
UH, AND IN FACT, THE COPY READS, IT'S IN THE DETAILS IN SEDONA.
THERE ARE PLENTY OF BIG MOMENTS, BUT IT'S THE SMALL ACTIONS THAT COUNT STAYING ON TRAIL, PACKING OUT, PACKING OUT SOMETHING,
AND AS STEWARDS OF THIS LAND, IT'S NICE TO SLOW DOWN AND APPRECIATE THE DETAILS.
JOIN US AND EMBRACE THE MOMENT.
LET'S SEE, THIS ONE DOESN'T SAY TRASH GOOD.
DISCOVER THE CONNECTION THAT COMES FROM ENGAGING WITH THE DESERT'S BEAUTY.
EMBRACE EACH MOMENT WITH MINDFULNESS
[01:40:01]
WHERE SIMPLE ACTS OF CARE, NURTURE A CULTURE OF RESPECT AND CONSERVATION FOR OUR NATURAL WONDERS.JOIN US AND EMBRACE THE MOMENT.
UH, AND THEN, UH, FROM A VIDEO STANDPOINT, UM, LOTS OF LIKE SUPER TIGHT CLOSEUPS OF, AGAIN, THESE KIND OF SAME, THE SAME IMAGERY THAT YOU SEE IN THE PRINT OR IN THE DIGITAL.
UM, BUT IN THE VIDEO, UM, THAT'S ACCOMPANIED BY A VOICEOVER.
UM, ALSO SOME KIND OF AMBIENT NATURAL SOUNDS.
THERE ARE LOTS OF BIG MOMENTS, BUT OFTEN IT'S THE SMALL ACTIONS THAT COUNT STAYING ON TRAIL.
AND
AS STEWARDS OF THIS LAND, WE TEND TO SLOW DOWN AND APPRECIATE THE FINER DETAILS.
SEDONA, ARIZONA, YOUR ZEN MOMENT BROUGHT TO YOU BY, AND YOU'RE LOOKING FOR, SO NOW'S FEEDBACK TIME, RIGHT? FEEDBACK TIME.
AND YOU, YOU'RE LOOKING FOR US TO REALLY BUILD CONSENSUS AROUND ONE OF THESE APPROACHES OR THE OTHER, CORRECT.
IDEALLY IT WOULD BE IDEALLY, YEAH, IT WOULD BE AWESOME IF YOU'D REALLY LIKE THAT.
IF YOU GUYS WERE ALL LIKE, HEY, WE LOVE, WE'RE GONNA MASH IT ALL TOGETHER ONE, AND THAT'S WHAT WE SHOULD GO FORWARD WITH.
AND THEN, YOU KNOW, THEN KIND OF FUTS WITH IT.
BUT THE, BUT REALLY WE ARE LOOKING FOR YOUR, I MEAN, WE'D LOVE TO HEAR WHAT YOU GUYS THOUGHT BROADLY, YOU KNOW, THAT INITIAL GUT REACTION ABOUT EACH OF THESE AND YEAH.
UM, SO FOR CONCEPT NUMBER ONE, THE, A FEW THINGS THAT STOOD OUT FOR ME, OBVIOUSLY THESE ARE NOT THE FINAL PICTURES, AND I APPRECIATED THAT THERE WERE FAMILIES, UM, WITH YOUNGER CHILDREN, BUT I THINK THAT THE DIVERSITY THERE JUST HAS TO BE A LOT BIGGER DIVERSITY.
RACE, AGE, FAMILIES, FAMILIES.
AND IN TERMS OF THE VIDEO, UM, OPTION YOU HAD SAID SAME FAMILY, SAME FAMILY, SAME FAMILY.
SO IF YOU PICK A FAMILY, THEN THAT'S GONNA LIMIT THE DIVERSITY JUST BY UTILIZING THEM AGAIN AND AGAIN.
UM, SO THAT WAS, IN THAT CASE, WE WERE TRYING TO SHOW A PROGRESSION, YOU KNOW, I GET THAT SOMEBODY EXPERIENCING IT ACROSS AS OPPOSED TO LOTS OF SORT OF VIGNETTES.
BUT, AND I, I, I DEFINITELY SEE THE VALUE IN THAT, BUT THE FIRST THING THAT STOOD OUT TO ME WAS THAT DIVERSITY THING.
SO THEN I JUST KIND OF NITPICKED WHERE ELSE I, I SAW A LACK OF THAT.
UM, AND THEN THE OTHER THING IS I FOUND THE, LET ME JUST GO BACK.
WHAT WAS THE, I FOUND THE TELL A DIFFERENT STORY TO BE A LITTLE BIT CONTRADICTORY TO WHAT YOU WERE SHARING.
SO IN THE COPY AND SOME OF THE WORDS AND THE WAY THAT WE'RE SHARING THIS BRAND, UH, YOU KNOW, THIS BRAND DESCRIPTION THAT WE JUST TALKED ABOUT IS, UM, VERY CLEAR AND IS, YOU KNOW, PUSHING FORWARD WHAT WE ALL JUST TALKED ABOUT AND, AND LOVED IN THE BEAUTIFUL MESSAGE.
BUT THEN YOU SAY, TELL A DIFFERENT STORY.
AND I, I JUST FELT LIKE IT, IT ALMOST CONTRADICTED IT, IT ALMOST SAID, SO TELL A DIFFERENT STORY FROM WHAT WE'RE SHARING OR TELL A DIFFERENT STORY FROM WHAT YOU WOULD HAVE OTHERWISE, OR YOU MIGHT HAVE IF WE HADN'T SHARED OUR PERSPECTIVE.
UM, BUT I DID LOVE THE, WE LOVE IT HERE, SO YOU'LL LOVE IT HERE, RIGHT? SO I REALLY DID LIKE HOW THAT BROUGHT US INTO THE CONVERSATION AS RESIDENTS AND, YOU KNOW, LOCAL STEWARDS.
UM, I DIDN'T HAVE AS MUCH, NOT THAT THOSE ARE SUPER NEGATIVE, BUT I, I DIDN'T HAVE AS MUCH NEGATIVE WITH THE SECOND CONCEPT, BUT I MISSED THE PEOPLE AND I MISSED THE OPPORTUNITY TO SHOW DIVERSITY.
UM, ALTHOUGH I DID LIKE THE BE IN THE MOMENT IN ADDITION TO THE, YOU KNOW, WE LOVE IT HERE.
SO THOSE ARE JUST MY INITIAL REACTIONS.
IT'S INTERESTING THAT YOU, UM, THAT THE TELL A DIFFERENT STORY HIT YOU THAT WAY, BECAUSE THAT ONE FOR US WAS THE, DON'T TREAT THIS PLACE LIKE DISNEYLAND.
DON'T GO AND COME AND JUST DO YOUR INSTAGRAM PHOTO ON TOP OF DEVIL'S BRIDGE AND LEAVE.
DON'T, YOU KNOW, LIKE, DO SOMETHING DIFFERENT THAN WHAT YOU SORT OF, WHAT EVERYBODY DOES IN SEDONA.
SO, UM, BUT THAT'S, YOU DIDN'T PICK UP ON THAT, AND SO I DELVE INTO IT.
I DEFINITELY, NO, NO, THAT WAS INTERESTING.
BUT IN TERMS OF JUST INITIALLY IT DOES, IT JUST, IT CONTRADICTS ITSELF UNLESS YOU KNOW THAT SEDONA HAS THESE ISSUES, UNLESS YOU'RE IN SEDONA AND KNOW THAT DEVIL'S BRIDGE IS OVERRUN, RIGHT? PEOPLE WHO'S TELLING THE STORY TO WHOM WAS THE QUESTION THAT I HAD, AND PEOPLE ARE COMING DON'T SEE IT THAT WAY.
SO THAT, UM, CONCEPT, I THINK REQUIRES A BIGGER BACKSTORY.
UH, WHEN I LOOKED AT 'EM, UM, THE THING THAT STRUCK ME WAS THE SECOND ONE.
UH, BECAUSE AFTER LIVING HERE FOR FOUR YEARS, I LOOK AT THE SMALLER STUFF WHEN I'M ON THE TRAILS, YOU KNOW, I,
[01:45:01]
'CAUSE I'VE GOT THE TIME.I'M NOT TRYING TO GET THAT, WOW, LOOK AT CATHEDRAL ROCK, RIGHT THE FIRST TIME YOU COME TO SEDONA.
BUT, UH, SO I KIND OF SAW 'EM AS TWO DIFFERENT TARGET AUDIENCES.
ONE WAS THE, THE FIRST TIME YOU'VE EVER COME HERE, YOU'RE REACHING OUT TO NEW VISITORS.
AND I, AND I DEFER AGAIN TO THE MARKETING GUYS AND YOU GUYS.
AND THEN, YOU KNOW, BECAUSE IT TOUCHED ME, BECAUSE NOW WHEN MY WIFE AND I WALK AROUND, EVEN IN UPTOWN, I MEAN, IT'S ALL THOSE LITTLE NOOKS AND CRANNIES AND LITTLE TINY PLACES WE HAVEN'T BEEN, IT'S A SHOP.
WE HAVEN'T SEEN, YOU KNOW, A LITTLE OUTDOOR SEATING AREA OR WHATEVER.
UM, BUT IT TOOK US, YOU KNOW, HOWEVER MANY TRIPS TO ALL THESE VARIOUS PARTS OF TOWN AND OUT IN THE WILDERNESS TO SEE THOSE DIFFERENT SPECIAL LITTLE PLACES.
SO IT, IT SEEMS LIKE IT'S TWO AUDIENCES.
AND THEN THE SECOND THING THAT STRUCK ME WAS THE LOVE IT.
LIKE, YOU KNOW, BECAUSE WE LOVE IT.
AND I REALLY THINK THERE'S AN IMPORTANCE IN, IN HOW WE BRING THE COMMUNITY INTO OUR ROLE AS A COMMUNITY OF PROVIDING THIS ESCAPE, THIS GETAWAY FROM THE WORKADAY WORLD FOR THE REST OF HUMANITY.
THAT ALSO, AS RANDY SAID, OWNS THE RED ROCKS.
YOU KNOW, I MEAN IT'S OUR, WHAT A GREAT PRIVILEGE WE HAVE.
I JUST, THIS PAST WEEK I SHARED THIS STORY WITH YOU.
MY FAVORITE TRAIL IN TOWN IS THE AIRPORT MESA.
'CAUSE IT'S ABOUT THE RIGHT DISTANCE FROM ME AND MY WIFE, YOU KNOW, WHATEVER IT IS.
FOUR AND A HALF OR FIVE MILES.
UM, AND WE MET PEOPLE LITERALLY FROM, UM, ITALY ON, ON JUST ONE CIRCUIT, ITALY, BRAZIL, UM, AND, AND SOME ONE OF THE MIDDLE EASTERN COUNTRIES.
I MEAN, SO THAT WE HAD A HARD TIME UNDERSTANDING ANYTHING THEY WERE SAYING, EVEN THOUGH I'VE SPENT A LOT OF TIME IN ARABIA.
BUT, UM, AND THEN FROM SEVERAL DIFFERENT STATES, THE MIDWEST, UM, ONE, ONE COUPLE FROM THE PHOENIX AREA, I MEAN, AND WE, I'M, I'M TERRIBLE, TERRIBLE ON THE TRAILS.
I STOP EVERYBODY AND ASK 'EM WHERE THEY'RE FROM,
I MEAN, FOR US TO GO AND, AND MEET THESE PEOPLE AND, AND MAKE 'EM, YOU KNOW, WELCOME AND, AND THEN REALIZE THEY'VE ALL GOT THIS STUFF JUST LIKE WE DO GOING ON.
I MEAN, YOU KNOW, THEY'VE GOT CANCER GOING ON.
LIKE I, LIKE I DO IN MY FAMILY.
I, UM, YEAH, I TRIGGERED MYSELF.
I COULD TELL YOU'RE GETTING EMOTIONAL AND I THANK YOU FOR THAT.
I WANNA NOTE THAT, UM, THE THING I HATE MOST EVER IS WHEN PEOPLE SAY, CAN WE HAVE SOME OF THIS AND SOME OF THAT AND MAKE THEM INTO HOWEVER THAT, UM, THAT LINE, YOU KNOW, WE LOVE IT.
UM, THAT I THINK ABSOLUTELY COULD APPLY TO EITHER OF THESE CAMPAIGNS.
SO DON'T FEEL LIKE YOU'D BE LOSING THAT LINE IF YOU DIDN'T END UP WITH THE TELL A DIFFERENT STORY CAMPAIGN.
SO SOMETHING, SOMETHING THAT YOU JUST SAID, UH, PROMPTED ME TO THINK IN THE SECOND ONE.
YOU'VE GOT A LOT OF DETAIL, BUT YOU'VE GOT AN OPPORTUNITY IF YOU SHOW A SERIES OF PHOTOS TO START BACK OUT FURTHER WITH A REALLY SCENIC SHOT AND THEN ZOOM IN AND THEN ZOOM IN TO THE DETAIL THAT WE WANT SOMEBODY TO SEE.
SO YOU GET BOTH THE PANORAMIC VIEW, BUT YOU ALSO SAY, DON'T MISS THE DETAIL.
DID YOU SEE IT THE FIRST TIME? YEAH, I LIKE THAT IDEA.
UM, MY, MY FIRST REACTION TO BOTH OF THESE WAS THAT, THE SECOND ONE I LIKED THE SECOND ONE MORE.
BUT I THINK AGAIN, WITH THOSE SERIES OF PICTURES, YOU'VE GOT THE ABILITY TO START WITH A PHOTO THAT INCLUDES SOME PEOPLE, BUT THEN ZOOM INTO SOMETHING THAT IS THE DETAIL.
THE FIRST ONE, I THINK THE MEMORIES YOU CREATE, WHICH YOU TALK ABOUT, UH, ON THE FIRST PAGE OF IT, IS THE IMPORTANT THING.
I, IT STRIKES ME MORE COME HERE TO MAKE MEMORIES THAN TO TELL A STORY.
I'M GONNA JUMP ON THE CONCEPT TWO BANDWAGON.
I THINK WHAT ALLIE DESCRIBED IN THE FIRST IS A LITTLE MUDDIED.
I, I LIKE, I LIKE THE IDEA BEHIND IT, BUT I THINK IT'S VERY EASY, CONFUSING.
COULD FEEL A LITTLE PAROCHIAL.
LIKE YOU'RE TELLING SOMEBODY TELL A DIFFERENT STORY, RIGHT? AND THE OTHER THING ABOUT IN THE MOMENT, YOU KNOW, MINDFULNESS IS HAVING ITS MOMENT, IF YOU'LL PARDON THE PUN, IT'S ALSO, THIS REALLY SPEAKS TO THE SPIRITUAL COMMUNITY, WHICH IS A BIG PART OF WHO, WHO WE, WHO WE SEE.
AND I THINK IT DOES WORK WITH THE LOVE.
LIKE, YOU KNOW, THE MORE YOU PAY ATTENTION, THE MORE YOU LOVE IT.
AND SO, UM, I JUST THINK THAT IT HAS A LOT MORE FLEXIBILITY.
AND I DON'T THINK THE PEOPLE VERSUS THING THAT THAT COULD PROBABLY WORK ACROSS BOTH.
'CAUSE THE STORIES DAVID WAS TELLING ABOUT MEETING PEOPLE AND THAT'S ONE OF THE GREATEST WAYS TO, UH, TO TRAVEL.
SO YEAH, I JUST FELT LIKE IT HAD A LOT MORE OPPORTUNITY AROUND IT.
[01:50:01]
OBVIOUSLY EDUCATION IS THE MOST IMPORTANT PART OF THIS, RIGHT? THAT'S KIND OF THE GOAL.UM, I FEEL LIKE BOTH IN THE BRAND MESSAGING AS WELL AS IN THESE ADS, THEY'RE VERY LUXURY.
UM, THE BE RELAXED, BE TOLERANT, BE AWARE.
THEY'RE LIKE YOU SAID, YOU'RE TELLING ME WHAT TO DO.
AND I THINK IT COULD USE SOME REWORDING MM-HMM.
I WOULD JUST THROW OUT IDEAS, CONNECT WITH THE LAND, FIND PEACE, CULTIVATE WELLNESS, IMMERSE YOURSELF IN THE UNFORGETTABLE CULTURE, YOU KNOW, AND THEN YOU'RE NOT RULE ONE THROUGH 10 OF HOW TO VISIT SEDONA IS KIND OF HOW IT FEELS IN BOTH TO ME.
UM, I LOVE THE SLOW DOWN AND APPRECIATE THE DETAILS.
I JUST FEEL THAT THE WAY THAT IT'S PRESENTED IS VERY NEGATIVE ON BOTH.
I HAD A PROBLEM WITH THE BE COURTEOUS, FELT LIKE I'M COURTEOUS.
I WOULD REPLACE, I WOULD BE CURIOUS, YOU'RE ASSUMING THAT I'M ALREADY DISRESPECTFUL OF THE LAND BEFORE I EVEN GET HERE.
CAN I SPEAK TO THAT? PART OF, PART OF WHERE WE LANDED, AT LEAST IN THIS DRAFT WAS IF YOU WATCH BACK THE COUNCIL MEETINGS ON WHAT THE CHAMBER BROUGHT TO COUNCIL, AND THIS WAS IN 2022, SO IT'S TWO YEARS AGO.
BUT WE WERE WORRIED THAT IF WE BROUGHT SOMETHING THAT WAS MORE SOFT IN TERMS OF THE LOVE IT, LIKE A LOCAL THAT IS VERY SIMILAR TO WHAT THE CHAMBER TRIED TO LAUNCH AND IT GOT SHUT DOWN.
SO DO WE NEED SOMETHING THAT IS STRONGER AND HOW DO WE GET SOMETHING THAT'S STRONGER THAT DOESN'T TURN PEOPLE OFF AND DOESN'T SOUND LECTUREY? I'M NOT SURE.
I THINK WE'RE ALL OPEN TO THAT CONVERSATION.
BUT, UM, I DON'T KNOW IF YOU HAVE ANY THOUGHTS OR ANY BRAINSTORMING ON HOW WE COULD DO THAT.
NOT REPEAT THE SAME TYPE OF CAMPAIGN THAT THE, THE CHAMBER BROUGHT FORTH, WHICH WAS MORE OF WE LIVE HERE, LOVE IT LIKE WE DO, AND PUSH IT FURTHER, WHICH IS WHAT WE WERE TRYING TO DO, WHICH WAS SAY, YEAH, WE LIVE HERE.
AND ALSO HERE'S HOW WE WANT YOU TO ACT WHEN YOU'RE HERE.
UM, DID, DID THE CHAMBER DIFFERENTIATE THIS IN MARKETING FOCUS, WHICH IS MUCH MORE EDUCATIONAL AND TARGETED AS OPPOSED TO THE, UH, THE MARKETING PROGRAM THAT WAS TRYING TO ATTRACT PEOPLE? YES.
'CAUSE TO ME THAT'S, THAT'S KIND OF THE, THAT'S A VERY INTERESTING TAKE ON THIS.
BUT IT WAS TWO DIFFERENT THINGS I THINK IN THEIR RESPECTIVE, IF I REMEMBER THE HISTORY, RIGHT, WATCHING THE PROGRESSIVE IN MARKET AND THEN DMMO MM-HMM
SO THIS IS MORE THAN, YOU KNOW, IN RIGHT TOWN MANAGEMENT ASPECTS AND HOW TO, TO YOUR POINT, MAYBE IT'S A LITTLE PRE SHEET, BUT TO SAY THIS IS KIND OF OUR EXPECTATIONS.
THE SECOND ONE, IN MY OPINION IS OUGHT SOFTER IN TERMS OF THAT BEING IN THE MOMENT.
AND I JOKED IT'S VERY ZEN, BUT, BUT YOU'RE BASICALLY GIVEN A SOFTER WAY OF SAYING, HEY, YOU KNOW, LOOK AT THE DETAILS.
'CAUSE IF YOU'RE LOOKING AT THE DETAILS, YOU'RE NOT GONNA RUN UP ON THE BRIDGE AND TAKE A PICTURE.
THAT'S NOT A DETAILS LOOKING PERSON.
SO YOU'RE, YOU'RE TENDING JUST BY THE WAY YOU'RE SAYING THAT, TO GET THE RIGHT TYPE OF PEOPLE AND THE RIGHT TYPE OF MENTALITY WHEN YOU'RE HERE, OR EMOTIONAL, WHATEVER THE THING IS.
BUT, BUT THE ZEN PIECE OF THAT, OF COURSE, I'M GROOVING ON.
AND SO FOR ME, IF I'M TAKE ONE OR TWO, I'LL, I'M PICKING PART TWO IS KIND OF FOR THOSE REASONS AND A FEW MORE AND WE CAN, WE CAN TOTALLY DIAL UP OR DOWN THAT LANGUAGE, RIGHT? UM, WE PUT IN COURTEOUS AND RESPECTFUL AND AND RESPECTFUL IN ROUND TWO MM-HMM.
SO, UM, BUT WE, BUT I MEAN THIS IS ALSO, WE'VE LITERALLY SHOWN YOU LIKE A COUPLE OF EXECUTIONS.
YOU KNOW, THERE ARE ENDLESS THINGS WE CAN DO IF IN FACT IT, EVERYBODY IS GOING DOWN THE ROAD.
LIKE, WE REALLY LIKE THIS IN THE MOMENT IDEA.
WHAT IF WE HAD SOME STUFF THAT WAS ZOOMED OUT? WHAT IF WE HAD SOME SOFTER LANGUAGE? WHAT IF WE ADDED IN THAT WE LOVE IT, SO YOU SHOULD, YOU KNOW, SO WE HOPE YOU LOVE IT.
I MEAN, WE CAN DO ALL THOSE THINGS WITH ONE CAMPAIGN ACTUALLY A LITTLE EASIER THAN WE CAN TRY TO MESS WITH BOTH OF 'EM AND TRY TO GET 'EM BOTH TO A SPOT.
THAT'S, THAT'S WHY IT WOULD BE IDEAL IF WE GOT SOME CONSENSUS, CONSENSUS THAT YOU GUYS ARE ALL LIKE, THE IN THE MOMENT CONCEPT IS WHAT WE, THAT'S WHAT SPEAKS TO US.
NOW LET'S TRY TO, LET'S TRY TO TWEAK IT SO THAT IT ADDRESSES ANYTHING THAT WE FEEL UNCOMFORTABLE WITH AND WE CAN, AND, AND WE CAN STILL GO TO THE COUNCIL AND SAY, TAB FELT THAT MM-HMM,
[01:55:01]
WHERE WE WANTED TO BE PARTICULARLY OUTSIDE OF THE MARKET, IN THE MARKET.IF WE CAN GET SOME CONSENSUS FROM TAB ON THAT, THAT GIVES US, I THINK, THE, THE LEVERAGE TO GO TO COUNCIL AND HAVE A LITTLE MORE STRENGTH.
AND ALSO SPEAKING TO A DIFFERENT DEMOGRAPHIC THAN WE WERE IN 2022, REALISTICALLY AS WELL.
THAT'S WELL'S WHAT I, IT'S MUCH D DIFFERENT THAN IT WAS TWO YEARS AGO.
BUT WHETHER OR NOT THOSE GUYS
WELL, AND THEN FROM A RESIDENT POINT OF VIEW, UM, YOU KNOW, THE GOAL IS LESS TRASH TRAFFIC NOISE.
SO IF WE CAN ADVERTISE, YOU KNOW, STAY HERE LONGER, BE HERE WITH US AND REALLY EXPERIENCE IT, IF WE, THE 2.2 NIGHTS IS GREAT AVERAGE LENGTH OF STAY, BUT IT'S NOT ENOUGH.
AND IT'S BETTER FOR OUR WORKFORCE.
IT'S BETTER FOR OUR TRAFFIC SITUATION IF WE CAN KIND OF PUSH THAT AGENDA A LITTLE BIT IN SOME WAY.
I'M NOT A MARKETING PROFESSIONAL BY ANY MEANS, BUT, AND TO REMEMBER, THERE'S A WAY TO TAKE THESE AND TAKE THE IMPERATIVE OUT OF IT AND JUST SAY, THOUGHTFUL SEDONA, COURTEOUS, SEDONA.
AND YOU'RE SAYING THIS IS A THOUGHTFUL PLACE.
COME HERE TO BE IN THE MOMENT AND YOU'RE NOT TELLING SOMEBODY WHAT TO DO.
I JUST WANTED TO SAY THAT, UM, REMEMBER THAT THE COUNCIL DID CHOOSE US.
AND SO HOPEFULLY, YOU KNOW, BY GOING TO THEM, THERE WILL BE SOME MORE VALUE TAKEN OUTTA THAT VERSUS JUST, YOU KNOW, THERE WAS A LOT OF ANIMOSITY AND THINGS WITH THE COUN OR WITH THE CHAMBER, THE COUNCIL AND THE CHAMBER.
THAT HOPEFULLY NOW THAT THEY'VE HAND-SELECTED US, YOU KNOW, THEY'RE, THEY MAY HAVE TO, TO BACKPEDAL OR MAYBE THEY'LL COME TO A LITTLE BIT MORE OF AN UNDERSTANDING, UM, AS TO WHAT'S REALLY WANTED IN THE COMMUNITY TO BE AN EFFECTIVE ONE THING ON THE FIRST, ON THE FIRST, UM, CONCEPT.
TELL A DIFFERENT STORY CAN GO AWRY FOR US.
I MEAN, WE CAN HAVE THE TEAR IT UP AGAINST SHOWING UP AND ALL THIS OTHER STUFF.
TO ME, THAT'S THE ONE THAT GOT ME NERVOUS.
I, I THINK THE SECOND ONE FOR SURE WE'RE, WE'RE TRYING TO CONTROL, AND I THINK WE CAN CHANGE THAT FIRST WORDS THAT A, B WHATEVER, THAT ALL CAN CHANGE.
YOU CAN, YOU KNOW, UM, I THINK, UH, WHAT CRAIG SAID MADE SENSE.
YOU COULD PROBABLY DO SOMETHING ALONG THOSE LINES, BUT IT'S, IT'S TEACHING THEM WHAT WE WANT 'EM TO DO.
AND I THINK THAT GETS WHERE WE WANT TO GO.
THAT'S, THAT'S WHAT EVERYBODY KEEPS SAYING TO US WHEN WE GO BACK AND LOOK AT ALL THE MM-HMM.
THAT'S KIND OF WHAT IT SAYS TO US.
AND SO, GOOD TIME TO TELL A DIFFERENT STORY SCARES ME.
'CAUSE I THINK WE CAN GET, THEY CAN GO AWRY VERY QUICKLY ON US.
UM, AND I THINK, YOU KNOW, THE, THE SECOND ONE FOR SURE, AGAIN, CHANGE A FEW OF THOSE THINGS.
UM, GET RID OF THE B MAYBE FOR SURE.
UM, OR IT'S ALWAYS THOUGHT OR ALWAYS COURTESY OR SOMETHING ALONG THOSE LINES.
I KNOW WE'RE TRYING TO BUILD TO THE FINAL ONE B IN THE MOMENT, BUT I WAS THINKING ALWAYS, AND CRAIG, I THINK CRAIG'S VERSION OF DROPPING US TO B ALTOGETHER MAY BE THE RIGHT THING.
INSTEAD OF BI MEAN, FIND, EXPLORE, COME.
I THINK THE BII CONCUR WITH PEOPLE SAYING IT'S MAYBE A LITTLE TOO FORCEFUL AND IT'S ALSO A LITTLE TOO CONSTRAINING.
UM, IF YOU OPEN IT UP TO, YOU KNOW, FIND THAT UNIQUE TRAIL THAT, YOU KNOW, THERE'S ONLY DEER AT
WELL, THE FUNNY, THE FUNNY THING IS THAT THE CAMPAIGN STARTED OUT JUST IN THE MOMENT THAT B WAS ADDED
SO THE CORE OF THE CAMPAIGN WAS IN THE MOMENT.
SO THE B DOESN'T KILL IT ONE WAY OR THE OTHER.
THAT'S SOMETHING WE LITERALLY JUST ADDED.
CAN WE GET CONSENSUS ON IF, UM, OPTION TWO IS THE ONE THAT PEOPLE LIKE THE MOST? AND THEN IF WE THINK THAT THE MESSAGING IS TOO STRONG, UM, FROM A DIRECTIVE STANDPOINT OF TRYING TO TELL PEOPLE WHAT TO DO? YES.
I JUST WANNA ADD SOMETHING ABOUT THE IMAGERY.
WE JUST WENT THROUGH THIS WHOLE IDENTIFICATION THAT SEDONA IS ONE OF A KIND AND IT CAN'T BE REPLICATED ANYWHERE.
WE HAVE TO USE SOME OF THE IMAGERY OF SEDONA.
THAT'S WHAT CAPTURES PEOPLE'S ATTENTION.
YOU CAN'T JUST HAVE THE FOCUS IN OF THE CACTUS OR THE ONE LITTLE THING.
I DON'T NECESSARILY, UM, WORRY ABOUT WHETHER THERE'S PEOPLE IN IT OR NOT, BUT IF THERE ARE, I AGREE THAT THERE NEEDS TO BE MORE DIVERSITY.
WE NEED TO SHOW, YOU KNOW, MAYBE THE GRANDPARENTS WITH THE WHOLE FAMILY OR, OR SOMETHING.
BUT, UM, WE HAVE TO STILL UTILIZE WHAT WE HAVE THAT NO ONE ELSE DOES.
AND THAT IS OUR NATURAL BEAUTY AND OUR LANDSCAPE.
BUT I LOVE THE WHOLE CONCEPT OF BEING IN THE MOMENT AND SAVORING YOUR TIME.
TAKING YOUR TIME SLOWING DOWN.
STAY LONG ENOUGH TO APPRECIATE IT.
AND I THINK THAT SPEAKS TO LONGER STAYS TOO.
I THINK THAT THE CONCEPT, I'M SO SORRY YOU GUYS, I AM TAKING NOTES AND ACTUALLY PUTTING OUR NAMES IN THE NOTES, BUT IT'S CRAIG THE PERSON, WAS IT CRAIG WHO
[02:00:01]
SAID THAT, WHERE YOU COULD START WIDER AND THEN GET NARROWER? YEAH.I THINK THAT TOTALLY WOULD WORK.
WITH THE END RESULT BEING, YOU KNOW, THIS LITTLE DETAIL.
AND IS IS THE FACT THAT THIS IS PORTRAIT RATHER THAN LANDSCAPE JUST, UH, ILLUSTRATIVE BECAUSE YEAH.
WE, YOU KNOW WHAT? DIGITAL ADS, YOU GOTTA HAVE SOME LANDSCAPE.
DIGITAL ADS ARE EVERY SHAPE, SIZE AND WHATEVER.
I COULD HAVE MENTIONED THAT EARLIER.
WE JUST PICKED A COUPLE OF SIZES JUST TO SHOW YOU.
UM, THERE'S SOME OF THE EASIER ONES.
BUT WE ALWAYS END UP THOSE, THE REALLY OBNOXIOUS, REALLY LONG SKINNY ONES AND THE REALLY OBNOXIOUS, TALL, SKINNY ONES.
YOU KNOW? SO THERE'LL BE LOTS OF YEAH.
YOU KNOW, IF, IF THE QUESTION COMES UP FROM COUNCIL OR ANYBODY ABOUT ARE WE, ARE WE BEING ENOUGH, UH, AS FAR AS DIRECTIVE IN HOW TO BEHAVE WHEN YOU'RE IN SEDONA IN THAT OUTER PART OF THE AD, YOU KNOW, THE OUTSIDE THE MARKET WHERE, HOWEVER YOU GUYS SAY THAT IN MARKETING, I THINK EVERYBODY THAT VISITS, JUST LIKE WE, WHEN WE VISIT ANY PLACE, YOU KNOW, A NATIONAL PARK OR WHATEVER, WE'RE EXPECTING TO SEE THE PREACHY LITTLE LECTURING, ALMOST LECTURING KINDS OF DIRECTIVES THAT SAYS, PLEASE DON'T LITTER ON OUR TRAILS.
PLEASE PICK UP AFTER YOURSELF HERE.
I MEAN, GO TO ANY NATIONAL PARK.
AND I THINK, I MEAN, YOU CAN TOP OVERLOAD THAT SIDE OF IT AND, AND MAKE UP FOR WHATEVER IT IS THAT MAYBE WE'RE BEING A LITTLE SOFTER ON THAT EXTERNAL PART OF THE MARKETING.
BECAUSE WHEN PEOPLE LOOK AT COMING SOME, THEY WANT THAT MORE WELCOMING.
NOBODY'S EXPECTING TO, TO SAY, YEAH, COME HERE AND DO WHATEVER YOU WANT.
UM, I DON'T THINK THAT'S IT, BUT WE JUST GOTTA BE CAREFUL NOT TO TURN 'EM OFF.
LIKE, OH MY GOSH, YOU CAN'T DO THIS.
IT'S ALL THIS, AND THAT'S TOO DIRECTIVE.
I THINK THAT'S A GOOD, AND ACTUALLY, IF WE'RE ALMOST THERE, THAT'S GONNA BE A GOOD SEGUE INTO THE, THE MEDIA PLAN BECAUSE WE ABSOLUTELY ARE, ARE SUGGESTING THAT, UM, A HUNK OF OUR DOLLARS ARE GONNA BE SPENT IN MARKET.
AND, UM, AND THAT'S WHERE THAT, YOU KNOW, THAT STRONGER EDUCATION PIECE LIES.
SO, UM, BUT TO BE FAIR, I THINK THAT WE'VE, WE'VE STARTED TO, UM, I'M NOT GONNA SAY PROMISE.
WE'VE STARTED TO SUGGEST THAT OUR MARKETING IN GENERAL IS GOING TO HAVE THIS AT LEAST UNDERLYING, UM, SORT OF HINT OF STEWARDSHIP IN EVERYTHING WE DO.
WHETHER WHEREVER IT RUNS, IF IT'S IN NEW YORK, WE'RE STILL GONNA SAY, YOU KNOW, THIS IS A PLACE WORTH LOVING.
AND SO, YOU KNOW, I THINK THAT'S AN EXPECTATION THAT, UM, WE WANNA FOLLOW THROUGH ON AND, UM, AND NOT SOFTEN THAT UP TOO MUCH.
AND, AND, UM, YOU KNOW, WE'RE GONNA TALK ABOUT WHAT'S HAPPENING WITH THE CHAMBER.
THE CHAMBER IS GONNA HAVE MESSAGING OUT THERE THAT IS PROBABLY GONNA BE VERY CLEAR, COME AND STAY HERE.
I MEAN, THAT'S WHAT THEY'RE DOING NOW IF YOU GUYS GET THEIR EMAILS AND ALL THAT STUFF.
SO, UM, SO THAT'S GONNA BE ALSO PROBABLY A DIFFERENTIATOR.
THE STUFF THAT COMES FROM THE CITY IS GONNA BE PROBABLY A LITTLE MORE STEWARDSHIP FOCUSED, A LITTLE SOFTER.
CAN I THROW OUT SOME OTHER CATEGORIES FOR IMAGERY OR SUBJECT MATTER FOR IN THE MOMENT? UM, YOU KNOW, WE'VE GOT TRAILS, WE'VE GOT BIKE TRAILS, WE'VE GOT HIKING TRAILS, WE'VE GOT, UM, UH, BALLOON RIDES.
WE'VE GOT GALLERIES THAT, SOME OF WHICH ARE REALLY REMARKABLE IN AND OF THEMSELVES.
UM, PERFORMING ARTS, THE FILM, UM, YOU KNOW, THE SPIRITUAL PERSONAL RENEWAL.
SO, YOU KNOW, THE, AGAIN, GETTING BACK TO MY OPENING KIND OF ABOUT THE BENEFITS OF BEING HERE, SHOWING THE DIVERSITY OF THINGS YOU CAN EXPLORE AND EXPERIENCE HERE IS REALLY IMPORTANT, I THINK, TO A PROSPECT THINKING ABOUT COMING.
AND WE SHOWED YOU LIKE TWO EXECUTIONS.
UM, OBVIOUSLY THERE WOULD BE A LOT MORE.
AND THE, WITH THE INTENT BEING THAT YOU'D COVER THIS ARRAY, UM, THAT, THAT YOU WOULD FIRST AND FOREMOST MAKE SURE YOU'RE HITTING THE, ON THOSE THINGS THAT PEOPLE SAID THAT THAT'S THE REASON THEY WANNA COME TO SEDONA.
UM, BUT THEN, YEAH, THEN FITTING IN THOSE, AND ESPECIALLY, THIS IS KIND OF THE COOL PART ABOUT THIS CAMPAIGN, I THINK WHEN YOU'RE TALKING ABOUT DETAILS, IS THOSE THE THINGS THAT YOU CAN FIND IN REALLY UNIQUE SHOPS.
THE THINGS LIKE FOOD THAT YOU CAN GET HERE THAT'S REALLY UNIQUE.
LIKE THOSE KINDS OF THINGS ACTUALLY LEND THEMSELVES REALLY NICELY TO THESE DETAILED IMAGES.
THE BRAND YOU PUT IN THE LIST.
OH YEAH, YOU GOT THAT ALREADY.
CAN I ASK JUST ONE QUESTION TO MAKE SURE WE GET CONSENSUS THAT CAN, DO WE AGREE THAT WHEN WE'RE IN MARKET, WE CAN HAVE A STRONGER EDUCATION MESSAGE? YES.
[02:05:01]
YOU.IN FACT, I'D LIKE TO SEE THAT.
HOW ARE WE GONNA DO IT? LIKE I SAID, CAN WE PROVIDE MATERIAL TO HOTELS? CAN WE DO SIGNS ALL AROUND UPTOWN? YOU KNOW? SO I'D LIKE TO SEE HOW THAT WHOLE IN MARKETING EDUCATIONAL MORE, UM, UH, STRICTER MESSAGE.
I'D LOVE TO SEE HOW THAT ACTUALLY GETS DEPLOYED.
WHAT'S ON THE BUS, WHAT'S NOT ON THE BUS, FOR EXAMPLE.
TRAILHEAD AND DETAILS ARE IMPORTANT.
DID, ARE YOU, DID YOU SAY ANYTHING ABOUT THE PERCENTAGES OF IN-MARKET EXPENDITURES VERSUS I DIDN'T
IF YOU WERE GONNA GET THERE, IF YOU WERE GONNA THROW SOMETHING OFF, IT WOULD PROBABLY POPULATION BASED.
I MEAN, THAT'S HOW WE USUALLY DO IT.
SO, UM, YOU KNOW, AS A, AS A PERCENTAGE, I MEAN, IT'S PROBABLY GONNA BE, I'M NOT ASKING, I JUST, I DIDN'T HEAR IT.
I JUST, IT ISN'T, WE DIDN'T SAY IT.
IT'S ACTUALLY NOT IN THE MEDIA, UM, PLAN THAT WE'RE ABOUT TO SHOW YOU, BUT YOU HAVE TO ACTUALLY WORK THROUGH IT TO COME UP WITH A NUMBER, RIGHT? YEAH.
IT'S BA IT'S GONNA BE BASED ON POPULA.
I'M GONNA SAY IT'S GONNA BE MAYBE 10 ISH PERCENT.
GOT, I MEAN, WE'RE, BUT I MEAN THIS ANYWAYS, SO AT THIS STAGE, SO, YEAH.
UM, BUT BECAUSE OF THE CONTENT, IT ACTUALLY WILL BE AS OPPOSED, REMEMBER HOW WE TALKED ABOUT, LIKE EVERYTHING ELSE KIND OF GETS MIXED UP AND THEN AUTO OPTIMIZED AS IT PERFORMS. MM-HMM.
SO IT WOULD BE A SEPARATE BUY.
SO YOU WOULD ALLOCATE 10%, SO IT WOULD HAVE A DESIGNATED BUDGET TO IT.
SO YOU WOULD ALLOCATE 10% OF THE TOTAL.
AND THEN IT MIGHT BE LAUREN AND EVERYBODY WOULD THEN MANAGE WITH THE CITY COUNCIL AND WHAT THE TOTAL BUDGET IS.
AND THEN YOU EXACTLY DIAL UP, WE'RE GONNA SHOW YOU.
SO THIS SEEMS LIKE A REALLY GOOD SEGUE,
UM, I WANT TO, BEFORE I HAND IT OVER TO, UM, LAUREN, TO JUST GIVE A LITTLE BIT, LAUREN'S GONNA GIVE YOU, UM, JUST A LITTLE BIT OF WHAT'S HAPPENING IN THE MARKET, BUT THIS IS SORT OF WHAT WE HINTED AT EARLIER, AND THAT IS, IN TERMS OF CAMPAIGN GOALS, WE DO WANNA CONVEY A STEWARDSHIP MESSAGE WITHIN SEDONA, BUT ALSO IN PHOENIX AND KEY SUMMER VISITATION MARKETS.
IT'S POSSIBLE THAT, AND THIS IS, MAYBE THIS IS ACTUALLY ANOTHER GOOD TAB QUESTION, IS THAT, UM, OUR THINKING WAS THAT PHOENIX MIGHT ALMOST CAN BE CONSIDERED IN MARKET IN TERMS OF A STRONGER, UM, UH, STEWARDSHIP MESSAGE.
DO YOU GUYS HAVE A THOUGHT ON THAT? I WOULD.
THAT SOUNDS, I WOULD, THAT SOUNDS INTERESTING.
I NEVER WOULD'VE THOUGHT IT THAT WAY, BUT BEING TWO HOUR DRIVE, WELL, I PICKED UP ON WHAT YOU WERE SAYING BEFORE, REALLY TO FOCUS ON AN EDUCATIONAL CAMPAIGN, NOT A COME TO VISIT SEDONA.
BECAUSE OUR EXPERIENCE IS THEY COME AND SO CERTAINLY FROM PHOENIX, THEY, THEY WILL COME.
WELL, WE SAW THAT FROM, SO I DON'T KNOW IF YOU GUYS WILL REMEMBER.
BUT REMEMBER WHEN WE WERE TALKING ABOUT THE, UM, AWARENESS AND PERCEPTION SURVEY? MM-HMM.
AND IT WAS PHOENIX, AND THEN IT WAS ALSO LIKE, YOU KNOW, SEATTLE AND NEW YORK AND, YOU KNOW, ALL THESE OTHER PLACES.
UM, AND SOMEBODY ACTUALLY ASKED THE QUESTION, MM-HMM.
AND I WAS UP ON THE SCREEN, SO I COULDN'T SEE WHO IT WAS, UM, ABOUT THE DIFFERENCES.
IF YOU PULLED PHOENIX OUT, THEN WHAT HA YOU KNOW, HOW DID THAT SKEW THE RESULTS? UM, WE DID DO SOME FURTHER IN DEPTH.
AND, UM, AND WHAT WE SAW WAS THAT WE ALREADY KNEW THIS PART, THE PHOENIX PORTION OF THE RESPONSE.
THOSE WERE THE GUYS WHO LITERALLY, LIKE 67% OF THEM SAID THEY WERE PLANNING TO COME TO SEDONA WITHIN A YEAR, RIGHT? MM-HMM.
SO NOW REMEMBER, THAT'S NOT 67% OF THE POPULATION.
THAT WAS 67% OF THE, OF THE STUDY GROUP, WHICH ARE PEOPLE WHO ARE, WHO ARE TRAVELERS AND, AND THAT SORT OF THING.
BUT IT'S A GIGANTIC PERCENTAGE.
AND THAT'S A POPULATION OF WHAT, LIKE 4 MILLION, THREE AND A HALF MILLION, WHATEVER IT IS, RIGHT? SO YOU'VE GOTTA FIGURE THAT'S A BIG NUMBER OF PEOPLE WHO ARE COMING FROM PHOENIX.
UM, WHEN WE TOOK PHOENIX OUT ALL THE OTHER MARKETS.
UM, SO SEDONA IS STILL ONE, LIKE ON EVERY LEVEL, YOU KNOW, HIGH LEVEL OF, UM, AWARENESS, UM, HIGH LEVEL OF INTENT TO COME VISIT.
NOT 67%, MORE LIKE 22%, BUT THAT'S STILL, THAT'S STILL A BIG NUMBER FOR, YOU KNOW, PLACES LIKE, YOU KNOW, NEW YORK, DALLAS OR WHATEVER.
UM, THUS THE THINKING THAT, UM, IN TERMS OF MARKETING, THIS IS A, THIS IS A TRICKY QUESTION, RIGHT? BECAUSE WE KNOW, ESPECIALLY IN THE SUMMER, PHOENIX IS A GOOD MARKET FOR HERE.
SO SEDONA IS A BREAK FOR THEM.
THEY CAN MAKE A SHORT TERM DECISION.
THEY CAN, YOU KNOW, THERE'S A LOT OF REASONS WHY PHOENIX IS A REALLY GOOD SUMMER MARKET.
AND IF, IN FACT, WHEN LAUREN TALKS ABOUT WHAT WE'RE LOOKING LIKE FOR BOOKINGS FOR SUMMER, YOU'RE GONNA NEED PHOENIX.
UM, THE QUESTION IS, IS IT ENOUGH? IS IT GOOD ENOUGH TO ASSUME THAT PHOENIX IS GONNA COME AND THEREFORE THEY NEED A LITTLE, AND, AND THEY'RE THE ONES WHO WE KNOW ARE KIND OF OVERRUNNING.
THEY'RE THE DAY TRIPPERS, THEY'RE THE, THERE ARE LOTS OF OTHER THINGS BESIDES JUST COMING AND, AND HELPING US IN OUR LOW SEASON.
[02:10:01]
IT MAKE SENSE TO INCLUDE THEM THEN IN THAT STRONGER STEWARDSHIP MESSAGE AS OPPOSED TO THE MESSAGE WE MIGHT HAVE, LIKE IN NEW YORK? AND I THINK THAT'S A JUST, THAT'S SOMETHING I THINK IT'S JUST FAIR TO ASK BECAUSE COUNCIL'S GONNA, COUNCIL'S GONNA WANNA KNOW.I WOULD SAY IT'S FAIR TO TEST THAT ASSUMPTION AND, AND SEE IF IT'S THE CASE AND IF NOT, CHANGE IT.
HOW DO YOU, HOW DO YOU, SO WHAT PEOPLE AREN'T, WE DECIDE THREE MONTHS LATER PEOPLE AREN'T SHOWING UP.
AND SO THE NEXT TIME WE DO IT DIFFERENTLY, LIKE, IS IT WORTH THAT RISK, IS THE QUESTION.
I MEAN, I THINK IT DEPENDS HOW STRONG THE MESSAGE IS IN MARKET.
SO I THINK, I HATE TO SAY IT, YOU MAY HAVE THREE CAMPAIGNS.
YOU MAY HAVE THIS CAMPAIGN, WE WENT OUT THERE WITH THIS LITTLE STRONGER, THE STRONG CAMPAIGN HERE IN MARKET, AND IT'S GOTTA BE A LITTLE BIT HEAVIER AND THE PHOENIX AREA.
SO IT'S LIKE, IT'S, I HATE TO SAY IT THAT WAY, BUT IT COULD BE ALL THE SAME CONCEPT.
YOU MAY PUT THE BE RESPECTFUL BACK IN, IF WE DROP THAT INTO THE FURTHER ONE FOR, FOR THE PHOENIX MARKETS, I AGREE THAT IT NEEDS TO BE SOMEWHAT OF A TRANSITION.
I DON'T THINK IT NEEDS TO BE AS STRONG AS THE IN SEDONA IN MARKET MESSAGE ONCE PEOPLE ARE HERE.
BECAUSE THERE'S A LOT OF PEOPLE VISITING PHOENIX THAT MAY SEE THIS AND THEN GO, OH, YOU KNOW, MAYBE I SHOULDN'T GO UP THERE.
UM, SO IT DOESN'T NEED TO BE AS STRONG AS THAT, BUT IT NEEDS TO BE STRONGER THAN WHAT'S GOING OUT TO THE REST OF THE COUNTRY.
SO LIKE AN IN IN-MARKET MESSAGE, AN ADJACENT MARKET MESSAGE AND OUT AND A FAR, A FAR MARKET MESSAGE OR POTENTIALLY YEAH, WE HAVE, ARE WE REALLY UPSET IF SOMEBODY FROM PHOENIX GETS UPSET IF WE ASK THEM TO PICK UP THEIR TRASH? ARE WE REALLY GONNA BE UPSET ABOUT YEAH.
I'M TRYING TO WONDER WHO WE'RE GOING TO, BUT DISCOURAGE AND IF IT'S NOT A GOOD THING, IF, IF THAT DISCOURAGES THEM, DO WE REALLY WANT THEM? RIGHT.
I MEAN, WE'RE NOT TALKING ABOUT THESE DRACONIAN MESSAGES.
WE'RE TALKING ABOUT STUFF THAT'S, WE'VE SEEN HERE.
AND I'LL TELL YOU THE OTHER SIDE OF IT.
WHAT I'M WORRIED ABOUT IS THAT COUNCIL'S GONNA SAY WE DON'T WANT ANY MESSAGING IN PHOENIX.
AND THAT'S A DISADVANTAGE TOO, FOR TWO REASONS, RIGHT? ONE, BECAUSE WE ACTUALLY DO NEED THEM, AND TWO, BECAUSE THEY ACTUALLY ARE THE MOST IN NEED OF EDUCATION,
SO IF WE CAN'T DO EITHER OF THOSE THINGS, THEN WE'RE NOT EVEN IN THE DRIVER'S SEAT.
WHAT'S, LEMME THROW OUT A THIRD THING IS, UM, WHAT ABOUT, YOU KNOW, I THINK MOST OF THE PROBLEMS ARE FROM THE DAY TRIPPERS FROM PHOENIX.
THEY COME IN, THEY GO DO THEIR THING, AND THEY LEAVE AND THEY DON'T SPEND A LOT OF MONEY.
YOU KNOW? WHAT ABOUT THE MESSAGING FOR PHOENIX TO BE, YOU KNOW, STAY, STAY LONGER, YOU KNOW, REALLY EXPLORE SEDONA.
THE THE KNIGHTS ARE YEAH, EXACTLY.
UH, THERE'S SO MUCH TO SEE, YOU KNOW, SO MAYBE IT'S A LONGEVITY STAY LONGER.
AND I THINK THAT IN AND OF ITSELF WILL ATTRACT A DIFFERENT CROWD THAN IF YOU'RE GOING AFTER A DAY TRIPPER WHO WANTS TO, YOU KNOW, DO AN OFF HIGHWAY VEHICLE.
AND, AND CERTAINLY THE DARK SKIES ARE MUCH BETTER HERE THAN PHOENIX.
CLEARLY THERE ARE THE ADVANTAGES TO YOUR POINT, YOU CAN ADD IN OTHER PIECES TO THE OTHER PROGRAMS WE'VE TALKED ABOUT THAT WOULD BE CONSISTENT AND NOT SEE THE DARK SKY.
YOU'RE GONNA HAVE TO SPEND NIGHT, GOTTA SPEND THE NIGHT, YOU'RE GONNA HAVE TO, AND A COOL SUMMER NIGHT WHEN YOU HAVE YOUR OWN TELESCOPE OR WHATEVER.
I, I'M JUST CURIOUS, DO WE HAVE SOME SORT OF DATA THAT SAYS A DAY TRIPPER IS MORE LIKELY TO DO WHATEVER DAMAGE ON THE TRAILERS? I DON'T THINK WE HAVE DATA, BUT I THINK WE HAVE A LOT OF ANECDOTAL EVIDENCE.
OR IS THAT JUST A, IS THAT JUST A PERCEPTION THAT WE HAVE? WELL, AND DAVID, THEY DRIVE, RIGHT? THAT'S HOW THEY GET HERE.
AND ONE OF OUR BIGGEST PROBLEMS ARE CARS.
SO EVEN IF THEY'RE THE BEST PEOPLE IN THE WORLD AND THEY HIKE RESPONSIBLY AND EVERYTHING ELSE, THEY DROVE, THE ONLY THING IS OKAY, THEY MAY JUST DRIVE AND HIKE AND DRIVE HOME AND LIKE, I DON'T WANT TO JUDGE 'EM.
BUT, BUT WE NEED DOLLARS OUT OF OUR JERSEY.
I'M JUST, I'M LOOKING AT THE DATA, THE SPEND PER MARKET, RIGHT? 20, 20, 21, WE SAW A BIG SPIKE, RIGHT? FUNNY THING, WE HAD A LOT OF PEOPLE COME IN DAYTRIPPERS AND FUNNY, THEN WE HAD A LOT MORE TRASH ISSUES ON THE TRAIL AS AN EXAMPLE OF THE NEGATIVE THINGS THAT WE GOT.
AND WHEN THAT WENT DOWN, THAT WENT DOWN TOO.
SO IS ANECDOTAL IS THE POINT? WE CERTAINLY BELIEVE IT MIGHT BE, BUT YOU'RE RIGHT.
DO WE HAVE, I'M JUST, YOU KNOW, TO ALTHEA'S POINT EARLIER, I MEAN, THIS IS SOUTHWEST AMERICA, AND SO WE, WE JUST HAVE TO ALSO BE VERY CAREFUL NOT TO CROSS THAT LINE OF WHATEVER IT IS, ELITISM OR, YOU KNOW, I MEAN, THIS IS A DIVERSE MARKET DOWN THERE.
I MEAN, THIS IS HISPANIC, SOUTHWEST AMERICA.
AND SO I, I'M JUST, WE OUGHT TO JUST BE VERY THOUGHTFUL ABOUT WHATEVER PERCEPTION THAT WE EITHER HAVE OURSELVES ABOUT FOLKS THAT LIVE IN PHOENIX.
I MEAN, THAT'S WHERE I MOVED FROM, YOU KNOW, AND, AND SO WE DAY TRIPPED UP HERE AND WENT HIKING AND ALL.
OBVIOUSLY NEVER, YOU KNOW, NOW, OKAY, YEAH.
WE DROVE TO WHATEVER TRAILHEAD JUST LIKE EVERYBODY ELSE,
[02:15:01]
BUT THE FOLKS THAT FLY INTO PHOENIX DRIVE UP HERE IN THE RENTER CARS AS WELL.SO, I DON'T KNOW, I JUST, IT'S JUST SOMETHING WE OUGHT TO JUST KIND OF DANCE AROUND A LITTLE BIT AND BE THOUGHTFUL ABOUT.
I THINK, SO COUNCIL SAID THEY DON'T WANT US TO MARKET AT ALL IN PHOENIX, AND WE'RE GONNA WANT, THEY COULD HAVE A LOT, A LOGICAL REASON FOR THAT.
IT COULD BE THE CHAMBER MIGHT BE SPENDING SOME SIGNIFICANT DOLLARS IN PHOENIX JUST MARKETING SEDONA IN GENERAL, YOU KNOW, WITHOUT A STEWARDSHIP MESSAGE, WITHOUT ANYTHING.
I GUESS MAYBE THAT'S THE BETTER QUESTION IS WHAT DOES THE TAB FEEL ABOUT THAT FIRST TIME DAY TRIPPERS BECOME OUR LONG-TERM STAYS.
THEY COME HERE FOR THE DAY, THEY WANNA SPEND MORE TIME.
I HEAR THAT FROM GUESTS ALL THE TIME.
SO MAYBE INSTEAD OF, AGAIN, BEING PREACHY, NOBODY LIKES BEING YELLED AT, YOU KNOW, AND I, I, I DON'T CARE IF IT IS PHOENIX.
I MEAN, THERE'S A WAY TO EDUCATE WITHOUT BEING FORCEFUL ABOUT IT AND TURNING THOSE MULTI, THOSE DAY TRIPPERS INTO MULTIPLE NIGHT STAYS.
I FEEL THAT SHOULD BE THE GOAL.
AND THAT DOES TAKE AWAY FROM YOUR TRAFFIC, FROM YOUR TRASH, FROM YOUR SURE.
YOU KNOW, AND HELPS YOU RECREATE RESPONSIBLY.
SO YOU'RE ON THE SIDE OF TREATING PHOENIX LIKE ANY OTHER MARKET AS OPPOSED TO THE END MARKET.
I WOULD MAYBE PUSH MORE OF THE WELLNESS REJUVENATION TYPE MESSAGING SO THAT YOU'RE KIND OF HAVING PEOPLE FEEL IT'S MORE OF A RELAXING DESTINATION THAN A PARTY DESTINATION.
UM, BUT TRYING TO CAPTURE THOSE LONG TERM STAYS, BECAUSE THE LONG TERM STAYS ARE THE ONES THAT HELP NEGATE SOME OF THOSE PROBLEMS THAT WE HAVE.
ARE YOU GUYS ON BOARD WITH MARKETING AND PHOENIX IN GENERAL? YES.
I MEAN, THE QUESTION, THE PROBLEM IS WE KNOW THEY'RE COMING.
SO THE PROBLEM IS WE WANT TO CONTROL WHAT THEY'RE DOING WHEN THEY GET HERE AND OR TO HOW THEY, HOW THEY RECREATE RESPONSIBLY.
SO I THINK YOU HAVE TO BE DOWN THERE TO TEACH 'EM THAT.
'CAUSE THEY'RE GONNA COME ANYWAY.
LIKE WE SAY, THEY'RE TWO HOURS AWAY.
WE MIGHT AS WELL CONTROL THE MESSAGE OF WHAT WE'RE GIVING THEM WITH NO SPEND.
WE HAVE AN, I'M SORRY, WITH NO SPEND.
BUT THEN WE DON'T HAVE AN OPPORTUNITY TO TAILOR THE MESSAGING TO WHAT WE NEED, WHICH IS WHY YOU'LL SPEND MONEY AND GET A ROAS BASED UPON THAT.
THAT'S KIND OF WHAT I'M HEARING HERE.
THAT'S THE OPPORTUNITY HERE, IS TO TAILOR THE MESSAGE AND PERHAPS CRAFT THE TYPE OF PEOPLE WHO MAY OR MAY NOT VISIT US SHORT TERM, LONG TERM OR WHATEVER.
BUT, BUT, BUT IT COSTS MONEY FOR THAT TAILORING WHATEVER THE RIGHT WAY TO SAY THAT IS.
IT DOES, BECAUSE YOU HAVE TO HAVE SEPARATE AD, YOU KNOW, AD BUY OR AD CATEGORIES OF YOUR AD BUY.
BUT, YOU KNOW, WE CAN DO THAT.
I THINK THAT'S, I THINK THAT IF THE TAB FEELS LIKE WE SHOULD BE IN PHOENIX, THAT'S IMPORTANT.
WE'RE GONNA, LET'S, LET'S MOVE ON TO THE MEDIA PLAN IF ONLY, JUST BECAUSE WE'RE GONNA RUN OUTTA TIME
AND THEN WHEN WE GET TO THAT LAST PART OF THE MEDIA PLAN WHERE WE TALK ABOUT WHAT THE CHAMBER'S DOING, THAT'LL BE ONE MORE CHANCE FOR US TO TRY TO JUST SEE, YOU KNOW, WHAT IS THE MESSAGE WE WANNA SEND TO COUNCIL IN TERMS OF THE MEDIA.
SO, SO WHEN'S YOUR NEXT MEETING WITH THEM ON THEIR PLAN? THE 27TH OF FEB OR THIS MONTH OF MARCH? YEAH, MARCH.
SO JUST WHAT, TWO WEEKS? THIS IS, I'M TALKING ABOUT THE CHAMBER, NOT THE OH NO.
THE COUNCIL PRESENTATION IS ON THE 27TH.
DO YOU HAVE ANY OTHER MEETINGS WITH THE CHAMBER OR ESTABLISHED THAT WE'RE, WE'RE CHANGING.
THEY'RE CHANGING AND YOU KNOW, IF THERE'S KIND OF THIS MOVING AROUND YES.
WELL, I'M IN A CONSTANT LINE OF COMMUNICATION WITH MICHELLE ON, OKAY.
YOU KNOW, WE TALKED ON THURSDAY.
SO WE'RE BOTH, SO YOU'LL HAVE A CHANCE TO CONNECT AND MAKE SURE THAT WE'RE, YOU KNOW, GLOVE IN HAND STILL, IN WHATEVER WE DECIDE HERE AS MUCH AS WE CAN, KNOWING THAT WHATEVER WE SUBMIT TO COUNSEL TWO WEEKS AHEAD OF TIME IS A MOMENT IN TIME.
AND THEN THERE ARE TWO WEEKS AFTER THAT, IN WHICH CASE MICHELLE'S GOING TO BE WORKING WITH THAT BID GROUP.
SO WE'RE LIKE, IS WHAT IT IS DOING THIS WELL, YEAH, I UNDERSTAND.
THAT'S THE REASON WHY I KINDA USE GLOVE IN HAND TO SIMULTANEOUS.
BUT YOU'RE RIGHT, IT LOOKS LIKE, BUT WE'RE, THEY KNOW WHAT WE DIRECTION WE'RE GOING IN.
WE KNOW WHAT DIRECTION THEY THINK THEY'RE GOING IN.
WE'RE TRYING TO MAKE SURE THAT WE'RE AS DOVETAILED AS POSSIBLE, RIGHT? WE KNOW WE'RE TALKING TO YOU GUYS, KNOWING SOME PARTS, AND THEN WE'RE GONNA GO TALK TO COUNSEL ALSO, AND THAT, YOU KNOW, WHAT THEY DO SHOULD IMPACT WHAT WE DO.
BUT AT THE SAME TIME, WHAT THEY'RE DOING IS, YOU KNOW, THEY'VE GOT MORE DOLLARS THAN US.
UM, AND THEY, THEY ARE, THEIR MISSION IS TO PROMOTE, YOU KNOW, THOSE PREMIER LEVEL BUSINESSES WHO HAVE PUT MONEY INTO, UM, INTO THEIR CAMPAIGN, WHICH MEANS THAT THEY AREN'T NECESSARILY DOING STEWARDSHIP MESSAGING, RIGHT? THEY'RE NOT, THEY'RE SAYING, COME TO THIS HOTEL.
RIGHT? SO THAT'S, THAT'S THE TRICKY PART, RIGHT? IS THAT IF WE WANNA TRY TO MAINTAIN CONTROL OF SOME MESSAGING, YET KNOW THAT THERE COULD BE SOME OVERLAPPING OF WHAT'S HAPPENING IN THE MARKET OF PHOENIX AND POTENTIALLY AND LA TOO, POTENTIALLY.
SO, WHICH WE'RE GONNA TALK ABOUT HERE.
SO LET'S RUN THROUGH THIS SO WE CAN GET THROUGH THIS.
[02:20:01]
SEE WHAT WE'RE DOING.UM, WE TALKED ABOUT CAMPAIGN GOALS, RIGHT? THE STEWARDSHIP MESSAGE, UM, IN SEDONA, PHOENIX AND KEY SUMMER VISITATION MARKETS DRIVE THE POSITIVE RETURN ON AD SPEND.
WE'RE LOOKING FOR AT LEAST 5% OR FIVE TIMES FOR DATA FI, UM, FOR THAT PROGRAMMATIC PORTION.
REMEMBER, WE CAN'T PROMISE THAT FOR THE OTHER PARTS JUST 'CAUSE WE CAN'T DO THAT CALCULATION.
UM, WE WERE AT EIGHT FOR WINTER, UM, DRIVE DEMAND AND BOOKINGS FOR SEDONA LODGING PROPERTIES AND GENERATE ATTRIBUTABLE ECONOMIC IMPACT FOR THE CITY.
SO THAT'S, SO WE ARE DOING BOTH, RIGHT? THE STEWARDSHIP MESSAGING, WHICH IS SOMETHING WE WEREN'T TRYING TO DO FOR WINTER.
AND THEN ALSO DRIVE ECONOMIC BENEFIT FOR DURING THE SUMMER MONTHS.
SO IN MARKET STEWARDSHIP, RIGHT? OR IS IT IN MARKET? WELL, IN MARKET STEWARDSHIP, BUT REMEMBER THE CAMPAIGN AS A WHOLE STILL HAS THAT UNDERLYING STEWARDSHIP MESSAGING IN IT.
BUT STRONGER IN MARKET, RIGHT? THAT'S, THANK YOU FOR CLARIFYING THAT.
UH OH, YOU HAVE A THING? YEAH.
[5.c. Industry trends and research]
UH, LAUREN, IF YOU WANNA TALK ABOUT WHAT YOU'RE SEEING.SO HERE'S OUR BOOKING BASED TREND REPORT.
UM, I'M GONNA GIVE YOU THE, THE CAVEAT THAT, UM, ANYTIME YOU LOOK AT A PIECE OF DATA, UM, THIS IS WHAT I WOULD WANNA KNOW, UM, IF I WAS BEING SHOWN THIS REPORT.
SO, UM, AS OF THIS WEEK, UM, THEY ARE CHANGING THE WAY THAT THEY ARE REPORTING THIS TO ME CURRENTLY.
AND IN THIS CHART, UM, IT IS THE TWO ZIP CODES.
SO IT'S 8, 6, 3, 3, 6, 8, 6, 3, 5, 1, AND THE TWO IN FLAGSTAFF.
SO I HAVE ASKED THEM TO TAKE OUT THE FLAGSTAFF MARKET.
I'VE EVEN ASKED THEM TO TAKE OUT 8, 6, 3, 5, 1.
UM, BECAUSE THE HILTON CAN GREATLY, UH, CHANGE WHAT A BOOKING PACE TREND LOOKS LIKE FOR THE CITY, IN CITY, UM, HOTELS, UH, BECAUSE THEY ARE ONE OF THE ONLY HOTELS THAT CAN ACCOMMODATE A BIG GROUP.
SO KNOWING THAT THIS DOES INCLUDE THE TWO FLAGSTAFF, UM, ZIP CODES AND 8 6 3, 5, 1 AND 8, 6 3, 3 6, UM, WE ARE SHOWING A, UM, SO THIS IS THE, THE PACE OF BOOKINGS AT HOTELS AND THE, THE BAR GRAPHS ARE SHOWING COMPARED TO LAST YEAR.
ARE WE UP ON BOOKINGS OR ARE WE DOWN? SO YOU CAN SEE THAT WE'RE HAVING A GOOD SPRING.
UM, THE PACE OF BOOKING LOOKS GOOD, AND THEN YOU START TO SEE THESE RED, RED BLURBS.
UM, AND I WILL REMIND YOU THAT THAT FLAGSTAFF SEASON IS THE SUMMER.
UM, SO CONSIDERING THAT THAT DATA DOES HAVE THIS IN IT, I JUST WANT US TO KEEP THAT IN MIND.
BUT WITH THE INFORMATION THAT WE HAVE TODAY, WHICH THIS IS THE BEST INFORMATION I GET, I CAN GET YOU TODAY, IT IS SHOWING THAT WE WILL HAVE, AT LEAST RIGHT NOW, THE PACE OF BOOKING IS DOWN COMPARED TO, UM, LAST YEAR.
THAT DOESN'T MEAN IT CAN'T BE MADE UP.
I HAND IT TO THE LODGING COUNCIL, CHERYL, UM, UH, PASSES IT ON FOR ME.
UM, BUT AS OF TODAY, THIS IS WHAT IT'S SHOWING IN TERMS OF THE BOOKING PACE, WHICH WOULD INDICATE THAT, UM, MARKETING MIGHT BE NEEDED IN THE SUMMER.
WITH THAT IN MIND, I'M GONNA SKIP THROUGH THESE 'CAUSE THEY'RE REALLY ANNOYING TO LOOK AT UP ON THE SCREEN.
BUT YOU CAN SEE WE DID SOME ANALYSIS OF WHO OUR SUMMER MARKETS SPECIFICALLY ARE IN TERMS OF VISITATION AND SPEND, WHICH RESULTED IN THIS LIST, UM, OF WHERE WE THOUGHT WE OUGHT TO BE.
PHOENIX IS, YOU KNOW, THE VAST MAJORITY OF VISITATION IN THE SUMMER AND SPEND, UM, LA IS, UM, OUR NEXT, OUR NEXT FOLLOWED BY TUCSON AND THEN NEW YORK, CHICAGO, DALLAS.
UM, OUR, UM, OUR SUGGESTION IS TO INCLUDE THOSE GREEN MARKETS IN OUR SUMMER MARKETING SPEND.
UM, AND THEN POTENTIALLY REMEMBER WE TALKED ABOUT FREQUENCY AND REACH, POTENTIALLY, UM, SEE HOW IT LOOKS TO TRY TO GET SEATTLE, VEGAS, DENVER AND SAN FRANCISCO IN THERE AS WELL.
UM, VEGAS IS A GOOD OPTION 'CAUSE OBVIOUSLY IT'S ALSO BRUTALLY HOT THERE.
SO, YOU KNOW, THEY WOULDN'T NECESSARILY MAYBE BE IN THIS ORDER.
BUT, UM, THAT'S WHERE, THAT'S WHERE WE STAND RIGHT NOW FOR MARKETS.
UM, AGAIN, PURELY BASED ON DATA NOTE THAT, UM, IF PHOENIX ENDS UP BEING A STICKING POINT WITH COUNCIL, THEN YOU KNOW, THAT OBVIOUSLY LEAVES ROOM TO TO FOR SURE GET IN PROBABLY ALL FOUR OF THOSE OTHER MARKETS.
WELL, ON THIS, ON THIS OTHER SLIDE WHEN YOU FIRST WENT, AND WHEN YOU SKIP, IT SAYS TOP VISITATION MARKETS LODGING SLASH SUMMER.
SO WHY, WHY, WHY WAS EVERYBODY KEEP SAYING THAT THEY'RE NOT STAYING BE? OH, WHAT WE DID HERE WAS WE JUST PULLED VISITATION THAT ALSO WENT TO LODGING THAT.
SO YES, THERE'S NO QUESTION PHOENIX WINS IN EVERY CATEGORY.
THEY JUST ALSO HAPPEN TO WIN IN
[02:25:01]
THE DAY.SO WE JUST DIDN'T PULL DAY TRIPPERS FOR THIS BECAUSE THAT WASN'T NECESSARILY WHO WE WERE TARGETING.
UM, IF WE DID, THEN YOU'D SEE AN EVEN BIGGER PERCENTAGE FOR PHOENIX.
SO THEN YOU CAN COUNT DAY TROOPERS.
PARDON? YOU CAN COUNT DAY TROOPERS FROM THAT DATA THEN.
DO YOU COUNT? YOU CAN COUNT DAY TROOPERS.
'CAUSE IF YOU HAVE THE TOTAL AND THEN YOU, WE CAN, WE CAN LOOK AT OVERALL VISITATION AND NOT ATTACH IT TO LODGING AND YEAH.
THEN YOU GET, THEN YOU GET DAY TRIPPERS ADDED INTO THAT.
SO YEAH, YOU COULD, YOU COULD PARSE OUT, WE CAN PARSE OUT DAY TRIPPERS AS A PERCENTAGE OF OUR VISITATION.
LIKE THIS RIGHT NOW IS SAYING THERE'S 40% OF OUR VISITORS COME FROM PHOENIX.
40% OF OUR VISITORS WHO SPEND THE NIGHT.
THESE ARE OVERNIGHT STAYS COME FROM PHOENIX.
WE, WE WOULD DIE IN THE SUMMER WITHOUT THEM.
IT'S THE, IT'S THE SPEND THAT I'M, I MEAN, IF I COULD, IF I COULD HAVE 30% FROM PHOENIX AND 20% FROM LA, I'D TAKE THAT ALL DAY.
IT'S CHEAPER MARKET BECAUSE IT'S GONNA GENERATE MORE REVENUE FOR MARKET.
THE, THE, THE TRICK, THE PROBLEM IS FROM COUNCIL'S PERSPECTIVE, THEY FEEL LIKE POLITICALLY WE PUT OURSELVES AT RISK IF WE HAVE MARKETING IN PHOENIX BECAUSE RESIDENTS GET P****D OFF.
RIGHT? THAT'S THE, THAT'S KIND OF THE CRUX OF IT.
WELL, A LOT OF THAT CAME FROM BILLBOARD ADVERTISING IN PHOENIX MANY YEARS AGO.
UM, SO, YOU KNOW, WHEN YOU'RE USING VERY TARGETED TOTALLY RIGHT.
MEDIA, I THINK IT'S A VERY DIFFERENT STORY, RIGHT? YOU CAN SAY THAT.
I JUST THINK THAT WHEN COUNSEL LOOKS AT SOMETHING LIKE THIS, THEY'RE LIKE, THEY SAY TWO THINGS.
ONE IS I WILL LOSE MY SEAT ON COUNCIL IF I APPROVE ADVERTISING IN PHOENIX.
AND TWO, THEY'LL SAY THAT, UM, WE DON'T NEED TO ADVERTISE TO THEM BECAUSE THEY'RE COMING ANYWAY.
WELL THAT'S WHAT IT, THAT'S WHY WE WANNA SHOW THE DATA.
I, I WANNA RECALL, I WANNA REMEMBER WHEN WE'VE, THERE'S A COUPLE THINGS WE'VE FINE, THIS IS AN ADVISORY BOARD, NOT A POLITICAL BOARD, AND WE ARE DATA DRIVEN.
SO I'M JUST SAYING, I'M JUST LOOKING AT DATA AND I DON'T, I'M NOT GONNA TRY TO COME UP WITH RECOMMENDATIONS THAT'LL MAKE THE CITY COUNCIL HAPPY.
THAT WOULD BE, THAT'S NOT OUR RESPONSIBILITY.
OUR RESPONSIBILITY IS TO LISTEN TO STAFF, LISTEN TO REPORTS, LOOK AT THE INFORMATION, COME TO A CONSENSUS ACROSS A LOT OF OPINIONS AND IDEAS, AND PROVIDE THAT TO COUNCIL FOR THEM TO MAKE THEIR POLITICAL DECISION.
I JUST DON'T WANNA GET TIED UP IN TRYING TO FIGURE OUT WHAT THEY WANT AND WHAT THEY DON'T WANT.
BUT, BUT WE'RE ALSO JUST BEING TRANSPARENT WITH YOU BECAUSE WHAT WE'RE HOPING UNDERSTOOD IS THAT WE CAN GO TO THEM WITH THIS DATA DRIVEN THING AND THEY HEAR FROM A DIVERSE GROUP THAT THEY HAVE APPOINTED THAT YOU THINK THAT THIS IS THE RIGHT THING TO DO AND THAT IT WAS DATA DRIVEN.
RIGHT? SO WE ALL ARE SAYING THE SAME THING.
'CAUSE THERE WERE SEVERAL PEOPLE I KNOW WHO WANTED TO SEE THE DATA BEFORE THE MIDDLE OF LAST YEAR AND WASN'T GETTING IT.
SO I THINK THEY'RE LOOKING FORWARD TO SEE THE DATA, HELP MAKE THEM BETTER DECISIONS SO THAT WHEN THEY GO BACK TO THE COMMUNITY, THEY CAN SAY, THIS IS WHY.
WHERE BEFORE THEY DIDN'T HAVE THAT.
SO THEY WERE UNDERCUT BY OTHER ISSUES, NOT BY THEY, THE DATA THAT WILL BACK UP WHY ANY MARKETING CAMPAIGN TO ANY CITY, WHETHER IT'S PHOENIX OR NOT MAKES SENSE AND WHY IT MAKES SENSE.
SO WE'RE HELP THEM MAKE THOSE DECISIONS BY GIVING THEM THE PROPER DATA IN THE RIGHT FORMAT.
IS IT, IS IT POSSIBLE TO TEASE OUT IN THAT, UM, THOSE DAY TRIPPERS OR THE FOLKS FROM PHOENIX, WHETHER THEY'RE STAYING OVERNIGHT OR NOT, HOW MANY OF THEM ARE ACTUALLY NOT FROM PHOENIX? BECAUSE YOU KNOW, RIGHT NOW IS, IS CACTUS LEAGUE AND YEAH, WE CAN DO THAT.
I MEAN, PEOPLE COME UP HERE FROM PHOENIX THAT ARE FROM WHEREVER THEY'RE FROM.
SO OUR, UM, THE DATA SHOWS WHO'S COMING HERE AND THEN WHERE THEY'RE FROM.
AND THEY HAVE TO HAVE BEEN FROM THAT PLACE FOR LONGER THAN LIKE, YOU KNOW, THREE DAYS OR WHATEVER, SEVEN DAYS.
I CAN'T REMEMBER HOW MANY DAYS IT IS.
SO IF THEY WERE IN PHOENIX FOR SAY A WEEK AND CAME UP FOR A DAY AND WENT BACK, THEY WOULD STILL BE SHOWN AS BEING FROM DALLAS OR WHATEVER.
BUT CACTUS LEAGUE HAS FIVE DAYS OF PLANE, SO YOU GENERALLY STAYING IN TOWN FOR LONGER IF I UNDERSTAND THE CACTUS LEAGUE BETTER.
BUT, AND THOSE ARE POTENTIALLY THE LONG TERM VISITORS, RIGHT? OH YEAH.
THEN COME SPECIFICALLY FOR SEDONA LATER ON.
I THINK THAT, UM, YOU KNOW, PHOENIX AS A, YOU KNOW, A, A BASE OR WHATEVER OF, YOU KNOW, AND THEN YOU COME UP TO SEDONA FOR THE DAY AND THEN YOU, YOU KNOW, BUT YOU'RE ACTUALLY FROM, YOU KNOW, CHICAGO OR WHATEVER.
I DON'T THINK THERE'S ANY QUESTION ABOUT THAT.
WE'RE JUST, YOU KNOW, WE'RE STILL TASKED THOUGH WITH TRYING TO GET PEOPLE TO COME UP FOR AT LEAST A NIGHT SO THAT WE HAVE HOTEL STAYS.
SO IN TERMS OF MEDIA, THEN AS NOTED BEFORE, WE ARE RECOMMENDING THAT WE DIVERSIFY OUR MEDIA CHANNELS BEYOND PROGRAMMATIC.
EVEN THOUGH PROGRAMMATIC IS SO GREAT FOR ATTRIBUTION, IT'S STILL JUST DISPLAY.
SO PROGRAMMATIC SHOWS UP IN, YOU KNOW, LIKE THOSE DISPLAY ADS YOU SEE ON LIKE THE NEW YORK TIMES OR AT
[02:30:01]
THE BOTTOM OF YOUR WEATHER CHANNEL APP OR WHATEVER.IT'S THOSE NATIVE ADS, YOU KNOW, SPONSORED CONTENT.
IT'S THE DISPLAY ADS, IT'S LITTLE VIDEO ADS, ALL THOSE THINGS.
BUT IT DOESN'T INCLUDE ANY SOCIAL MEDIA FEEDS.
SO NO INSTAGRAM, NO FACEBOOK, UM, IT DOESN'T INCLUDE ANYTHING ON GOOGLE.
SO, UM, WE WOULD LIKE TO EXPAND INTO THOSE ADDITIONAL MM-HMM.
AND THEN SPECIFICALLY TARGET PAST VISITORS, NEW VISITORS WITH A PROPENSITY FOR OUTDOOR ADVENTURE TRAVEL, UNIQUE SHOPPING AND DINING EXPERIENCES.
WHAT'S NOT ON HERE IS LOOKALIKES.
'CAUSE WE CAN GET LOOKALIKES THROUGH SOCIAL MEDIA.
SO LOOKALIKES OF PEOPLE WHO HAVE COME AND SPENT THE NIGHT BEFORE.
UM, HOUSEHOLD INCOMES ABOVE A HUNDRED K HOUSEHOLDS WITH ONE TO TWO AND THREE TO FIVE MEMBERS.
THAT'S ACTUALLY TWO DIFFERENT, UM, CATEGORIES OF TARGETING.
UM, WE DO ALSO HAVE THE ABILITY TO, UM, TARGET THROUGH SOME CHANNELS MORE BEHAVIORAL PERSONAS, IE UM, SUSTAINABLE TRAVELERS.
UM, AND, UH, OH SHOOT, WHAT WAS THE OTHER, WHAT WAS THAT OTHER CATEGORY THAT CAME OUT OF THE, I'M LOOKING AT LAUREN.
NO, I AMM THINKING THE SAME THING.
IT'S SUSTAIN SUSTAINABLE, SUSTAINABLE AND SOMETHING ELSE.
ANYWAY, THE, THESE ARE PEOPLE WHO CARE ABOUT, YOU KNOW, THE ENVIRONMENT AND THOSE KINDS OF THINGS.
UM, I HAVE A NAME FOR IT AND IF SOMEBODY IS CURIOUS, WE'LL FIND IT AGAIN.
UM, IT WAS ACTUALLY IN MY LAST REPORT LAST MONTH,
SO ALL THOSE OTHER MARKETS WE TALKED ABOUT, YOU KNOW, PHOENIX, LA, SAN FRANCISCO, SAN SEATTLE, WHATEVER.
UM, IN ADDITION TO THAT WOULD BE IN MARKET WITH THAT, YOU KNOW, KIND OF STRONGER SUSTAINABILITY MESSAGING.
QUICK QUESTION, UH, YOU PROBABLY SAID THIS ALREADY ANSWERED THIS, BUT HOW DID YOU PICK THE EMERGING MARKETS AGAIN? IS THAT JUST BASED UPON CASH HISTORY? THOSE WERE, YEAH, THOSE WERE ACTUALLY JUST, JUST, THEY WERE LOWER ON THE LIST.
SO LIKE SEATTLE, DENVER, SAN FRANCISCO AND LAS VEGAS.
BUT THAT'S HISTORICALLY BASED, RIGHT? YES.
YEAH, IT WAS BASED ON, THOSE WERE IN THE MARKET LISTS THAT SHOWED UP.
UM, I THINK IT WAS A FOUR YEAR AVERAGE FOR BOTH PERCENTAGE OF VISITATION AND, UM, SPEND.
YEAH, THEY WERE JUST LOWER ON THE LIST.
SO IT HAS NOTHING TO DO WITH LIKE, THE SIZE OF A METRO AREA.
'CAUSE LIKE PHILADELPHIA IS NOT ON THE LIST OR METRO DC OR OTHER PLACES THAT ARE LARGE CENTERS.
THAT MIGHT BE REALLY WONDERFUL WINTER DESTINATIONS SINCE IT'S COLD UP THERE.
BUT IT'S BECAUSE WE'VE NOT YET MARKETED NAVY TO THOSE AREAS AND NOT YET HAD PEOPLE COME THERE FOR ME.
WE ARE STILL, WE ARE STILL, WE'RE NOT DOING, UM, THOSE WOULD BE CONSIDERED NEW MARKETS.
SO IT'S A DIFFERENT DEFINITION THEN.
SO ING IS LIKE, THERE'S A, IT LOOKS LIKE THERE'S A REASON TO BE THERE BECAUSE THEY ARE COMING TO SOME DEGREE.
THEY ARE SPENDING MONEY TO SOME DEGREE, JUST NOT AS HIGH AS THE OTHER PLACES.
BUT WE THINK THAT THERE'S POTENTIAL.
SO FOR SOME REASON THEY CAME ALREADY.
SO LET'S JUST KEEP DOING MORE TO GET MORE YEAH.
THOSE SORT OF LEGACY MARKETS, IF YOU WILL.
THEY'VE BEEN COMING A LONG TIME.
THEY'RE AT THE TOP OF THE LIST IN TERMS OF SPEND AND UM, NUMBERS.
AND SO, YOU KNOW, THAT'S WHERE WE WANNA MAKE SURE WE ARE.
IT WAS SUSTAINABILITY PRIORITIZERS.
WHAT WAS THE OTHER, WHAT WAS THE OTHER ONE? UH, LEAVE NO TRACE ADHERENCE.
AND THEN THERE WAS THE, UH, THE PEOPLE WITH THE HIGH SPEND.
UM, OKAY, SO IN TERMS OF THE ACTUAL SPEND, WE'RE LOOKING AT ABOUT A HUNDRED K.
UH, REMEMBER WINTER WAS ABOUT 50.
SO WE DO HAVE SOME ADDITIONAL DOLLARS FOR SUMMER.
UM, OUR FLIGHT TIMEFRAME WOULD BE MAY ONE TO AUGUST 15TH.
UM, REMEMBER WE'RE TRYING NOT TO PUSH FALL.
SO, UM, AUGUST 15TH WOULD BE OUR SORT OF WHEN WE'D WANNA KNOCK THINGS OFF.
'CAUSE THAT'LL STILL DRIVE PEOPLE AT LEAST FOR ANOTHER TWO WEEKS, MAYBE A LITTLE LONGER.
UM, WE'VE TALKED ABOUT THE TACTICS, PAID SOCIAL NATIVE DISPLAY VIDEO RETARGETING IN BOTH.
THE RETARGETING WOULD BE BOTH IN PROGRAMMATIC AS WELL AS IN PAID SOCIAL AND THEN PAID SEARCH.
UM, NOTE ABOUT PAID SEARCH IS WHAT WE ARE TALKING TO THE CITY ABOUT, IS FOR PAID SEARCH TO BE MOST EFFECTIVE, YOU REALLY NEED IT TO BE YEAR ROUND.
UM, YOU GO UP AND DOWN LIKE THIS WITH GOOGLE, THEY DON'T LIKE THAT.
SO, UM, WE WOULD BE STARTING A PAID SURGE EFFORT IN THE SUMMER, AND THEN WE'D BE PROPOSING THAT WE CONTINUE IT ON CONSISTENTLY.
WE WOULD SWITCH UP, UM, KEYWORDS DEPENDING ON SEASONALITY.
BUT, UM, WE'D WANNA HAVE SOME, A CONSISTENT SPEND IN SEARCH.
SO HOW WOULD YOU DO THE SEO PART OF THAT TO DO A GOOD JOB OF PAID SEARCH? WELL, YES, I MEAN THAT, THAT WILL HELP BECAUSE WE OBVIOUSLY NEED THE, WE NEED THE CONTENT ON THE WEBSITE, AND THAT'S ANOTHER PART THAT WE'RE LOOKING AT RIGHT NOW TO MAKE SURE THAT WE HAVE THAT CONTENT THAT MAKES SENSE FOR PAID SEARCH.
UM, YOU KNOW, WHO WOULD DO THAT THEN? WOULD YOU DO THAT? OR WOULD THE CITY DO THAT? THE CITY RIGHT NOW IS RUNNING
[02:35:01]
THE WEBSITE, ROB.WELL, THAT'S DIFFERENT THAN THE PAID THIS SEO WORK.
YEAH, SO THEY, FOR PAID SEARCH, SO, SO OPTIMIZATION WOULD BE MORE ON THE CITY SIDE, BUT WE STILL WORK TOGETHER WITH THEM BECAUSE SEM AND SEO ARE STILL ARE SOMEWHAT TIED TOGETHER.
SO WE STILL NEED THE CONTENT TO MAKE THE PAID SIDE WORK.
SO WE ARE KIND OF MANDATORY, ISN'T IT? STILL WORKING ON THAT.
BUT SO THERE'S A LITTLE DIVISION OF LABOR, BUT WE'RE COORDINATING EFFORTS.
SO LAURA, WHO'S DOING YOUR SEO WORK THEN
RIGHT? SO YOU GOTTA CONVERT THEM OUT THE WEBSITE TO SOMEPLACE MM-HMM.
AND SO YOU CAN TRACK 'EM ONCE YOU GET THERE.
THAT'S ANOTHER WHOLE THING THAT WE'RE TALKING ABOUT.
OH, I'M SORRY, ROB, DO I NEED TO YEAH, YEAH, NO, YOU GO.
WELL, I, NO, SORRY, SORRY TO GET OFF SCRIPT HERE, BUT KIND OF THE EFFECTIVENESS DEPENDS UPON THESE THINGS.
IT IT'S A, IT'S A SHORT ANSWER AT THIS POINT.
AND, UM, BASIC SEO IS IN, WAS INCLUDED IN THE PACKAGE OF THE BUILD.
UM, THE SITE IS BUILT ON THE BACKEND WITH SEO BEST PRACTICES.
AND I'VE NOW, NOW THAT WE'RE A FEW MONTHS INTO WEB TRAFFIC AND STARTING TO SEE GETTING RESULTS BACK FROM GOOGLE ANALYTICS AND THINGS LIKE THAT, AND LOOKING AT THAT, I'VE NOW STARTED THE CONVERSATION WITH THE AGENCY THAT BUILT IT FOR US ABOUT, OKAY, WHAT ARE NEXT STEPS? HOW DO WE OPTIMIZE? HOW DO, AND THAT'S WHERE, WE'LL, SO, SO YOU CAN USE SORT OF AN ATTRIBUTION STYLE OF OPTIMIZATION WITH GOOGLE, OR YOU'RE GONNA USE SOME OTHER TECHNIQUE.
UM, WE'RE GONNA USE ALL OF THE TECHNIQUES THAT ARE AVAILABLE TO US.
I'LL JUST PUT IT THAT WAY FOR NOW.
JUST, JUST CURIOUS HOW FAR DOWN THAT ROAD YOU'VE BEEN.
WE'RE, WE'RE AT A BASIC LEVEL AT THIS POINT.
AND LOOK, LOOKING AT NEXT STEPS.
WELL, AND WE ARE HOPEFUL THAT AT SOME POINT WE CAN ALSO, AND WE'VE TALKED ABOUT THIS, UM, AND I'M PUTTING IT IN THE BUDGET AT LEAST FOR NEXT YEAR, UM, TO HAVE LIKE A BOOK DIRECT ALSO ON THE WEBSITE SO THAT WE'LL HAVE, WE'LL BE ABLE TO CONVERT OFF THE WEBSITE AND DIRECT TRAFFIC RIGHT.
UM, WE WON'T BE, IT'S NOT LIKE A CENTRAL RES BY ANY MEANS, BUT IT DOES STILL PULL FROM THEIR, UM, FROM THOSE WHO HAVE BOOKING, UM, ONLINE BOOKING, IT'LL PULL FROM THEIR, UM, INVENTORY AND PRICING AND ALL THAT KIND OF STUFF SO THAT ON THE SEDONA SITE, YOU CAN ACTUALLY SEARCH FOR LODGING, YOU CAN LOOK FOR PRICING, YOU CAN LOOK AT DATES, AVAIL AVAILABILITY, AND THEN YOU CLICK TO BOOK, WHICH THEN SENDS YOU TO THEIR BOOKING ENGINE.
IT'S A REALLY GREAT WAY FOR US ALSO TO MONITOR WHAT'S HAPPENING ON OUR SITE AND HOW IT IS, HOW WELL WE'RE DOING WITH THE CONVERSION SITES.
WE'RE NOT JUST LOOKING AT WHAT, IN FACT, I, I FORGOT TO FAIL TO MENTION THIS, LIKE 61% OF THE WEB TRAFFIC OVER WINTER TO THE SEDONA SITE WAS FROM OUR CAMPAIGN.
THAT'S BECAUSE IT'S STILL A RELATIVELY NEW SITE.
STILL KIND OF GETTING UP TO SPEED.
UM, ORDINARILY ORGANIC AND DIRECT OUGHT TO BE MUCH HIGHER.
YOU KNOW, WE'RE KIND OF DOING ALL THE LEGWORK RIGHT NOW.
UM, OVER TIME THOUGH, THE INTENT IS TO ESTABLISH, YOU KNOW, A DEEPER, UM, AND WIDER WEBSITE WHERE WE CAN HAVE MORE CONTENT THAT'LL HELP WITH SEO, WE CAN HAVE MORE CONTENT THAT'LL HELP WITH SEM AND WE CAN HAVE MORE CONVERSION OPPORTUNITY.
SO, YOU KNOW, THERE MIGHT BE AN OPPORTUNITY TO LEVERAGE GROUPS IN THE CITY THAT HAVE CONTENT THAT THEY'D BE WILLING TO LET US POST ON A SITE LIKE THE WESTERNERS, YOU KNOW, THEY DO, EVERY MONTH THERE'S A RED ROCK NEWS TRAIL HIKE THAT'S BEEN PROFILED.
UH, THE HISTORICAL SOCIETY HAS GOT ALL KINDS OF STUFF.
SO IF WE'RE LOOKING FOR JUST, YOU KNOW, LIKE RAW MEAT TO PUT INTO THE WEBSITE, UH, WE MIGHT BE ABLE TO GET DIFFERENT ORGANIZATIONS TO OFFER UP THEIR CONTENT FOR US TO POST.
I WANNA FINISH THIS REALLY QUICK.
IF ONLY BECAUSE I'M ALSO AT SOME POINT GONNA BE STEALING FROM HEATHER'S TIME.
SO, UM, LET'S SEE THAT, OH, WELL THAT COVERS IT.
WE'VE TALKED ABOUT TARGET MARKETS, WE TALKED ABOUT IN MARKET.
THE LAST PIECE WAS JUST WHAT WE KEEP ON COMING BACK TO.
AND THAT IS THE CHAMBER'S BID MARKETING CAMPAIGN.
UM, AND FOR THAT, I WILL HAND IT BACK TO LAUREN.
YOU'VE ALREADY BASICALLY HEARD IT, BUT YEAH, YOU'VE PRETTY MUCH HEARD IT.
BUT, UM, ESSENTIALLY I THINK THE WILD CARD IN THIS ENTIRE CONVERSATION IS IF THE CHAMBER IS SPENDING 200 TO $250,000 TO MARKET, UM, AT THIS POINT, WHAT THEY'RE TELLING ME IS, UM, PHOENIX AND SOCAL, WHICH IS OUR TOP TWO MARKETS, UM, IS COUNCIL GOING TO ALSO GIVE US THE GREEN LIGHT TO MARKET ON TOP OF
[02:40:01]
THAT? UM, AND SO I WANT THIS GROUP TO CONSIDER THAT IT'S SOMETHING I'VE BEEN MULLING OVER QUITE A BIT.UM, AND IF NOT, DO WE NEED TO SHIFT OUR STRATEGY? IS THE RECOMMENDATION TO MARKET TO THE MARKETS THAT ARE NOT PHOENIX AND SOCAL AND THE REST OF THEM THAT ARE ON THE LIST, OR IS OUR RECOMMENDATION TO ONLY DO IN-MARKET MARKETING? UM, BECAUSE THE CHAMBER IS GOING TO BE DOING A PRETTY ROBUST CAMPAIGN? UM, WHAT I CAN SAY ABOUT IT, WHAT I UNDERSTAND IT TO BE RIGHT NOW, AND, AND LIKE YOU ASKED, UM, I'M IN A, A GOOD LOOP WITH MICHELLE IS, YOU KNOW, THE CONVERSATION I HAD WITH HER THE OTHER DAY IS TELL ME ABOUT, YOU KNOW, YOUR BID IS, IS A, IS A CERTAIN CHUNK OF BUSINESSES THAT HAVE OPTED TO PARTICIPATE IN THIS.
AND SO YOUR CAMPAIGN IS FUNDED BY THOSE FOLKS.
AND SO IT'S TO DRIVE, UM, THE LANDING PAGE FOR THAT CAMPAIGN WILL HAVE THOSE BUSINESSES.
BUT TELL ME WHAT THOSE ADS LOOK LIKE.
BECAUSE IF THE ADS HAVE PRETTY PICTURES OF SEDONA JUST LIKE OURS, WE'LL HAVE, HOW IS IT ANY DIFFERENT? UM, IS OURS DIFFERENT BECAUSE OF THE STRONGER MANAGEMENT MESSAGE ON IT? WHICH IS KIND OF WHY WE TRY TO DIFFERENTIATE OURSELVES HERE WITH THAT.
UM, AND, AND IS THAT, IS IT GOING TO BE PERCEIVED AS MARKETING THE DESTINATION RATHER THAN MARKETING THE BUSINESSES, WHICH IS THE CHAMBERS LANE, UM, TO THE CONSUMER? IS IT GOING TO FEEL LIKE DESTINATION MARKETING, IN WHICH CASE IS COUNCIL NOT GOING TO GIVE US THE GREEN LIGHT TO DO MARKETING IN PHOENIX AND LA EVEN THOUGH AS MARY KEEPS UNDERSCORING, IN OUR OPINION, THE PEOPLE WHO NEED THE MANAGEMENT MESSAGE THE MOST IN THE SUMMER ARE THE PHOENIX AND SOCAL MARKETS.
SO IT KIND OF THROWS A WRENCH INTO EVERYTHING.
UM, AND I WANT THIS GROUP TO HAVE THE CONVERSATION SO THAT WE CAN MAKE, MAKE A RECOMMENDATION TO COUNCIL, DON'T YOU HAVE 12 MORE MARKETS THAN THAN LA AND PHOENIX ON YOUR LIST HERE? YOU'VE GOT SEVEN CORE AND SEVEN EMERGENCE.
BUT WHEN YOU LOOK AT THE PERCENTAGES, IT'S LIKE PHOENIX, LA AND THEN PHOENIX GETS THIS MUCH SPENDING AND LA SPENDS MORE MONEY PROPORTIONALLY THAN PHOENIX PEOPLE DO.
AND THEN IT'S EVERYBODY ELSE, RIGHT? SO, AND IS THE, EVERYBODY ELSE, IS THAT MEANINGFUL? THAT'S, THAT'S WHAT I WOULD LIKE YOU GUYS TO DECIDE, OR WELL, HAVE YOU SUCCESSFULLY MARKET, HAVE THEY EVER BEEN SUCCESSFULLY MARKETED TO BEFORE? AND IF SO, DO WE HAVE ANY REALLY ROAS INFORMATION TO INDICATE THAT IF IF WE WERE TO SPEND MONEY THERE, WE WOULDN'T GET A GOOD ROAS? I DON'T KNOW IF WE HAVE THAT DATA, DO WE? WELL, I MEAN, WE HAVE THE WINTER MARKETING CAMPAIGN, WHICH WE, WHICH WE MARKETED TO MANY OF THESE MARKETS.
SO THEN THE ANSWER IS TWOS ALL ACCOUNTS.
AND WE DIDN'T MARKET TO, WE DIDN'T MARKET TO EITHER OF THOSE TWO FOR, FOR WINTER.
ALL THE OTHER MARKETS, NOT ALL OF THEM, BUT MANY OF THOSE MARKETS FOR WINTER ARE THE SAME MARKETS FOR SUMMER.
SO THERE IS A DEMONSTRATED THEY DIDN'T SHOW UP.
IT'S THE, IT'S THE BIGGER QUESTION, RIGHT? IT'S LIKE WHO'S DOING THE MARKETING? WHO'S CONTROLLING THE MESSAGE? YOU KNOW, WHERE, I MEAN, THIS IS THE QUESTION FOR THE, FOR WE'D LOVE TO HEAR THE TABS OPINION ON IS, YOU KNOW, WHAT DO YOU THINK IS IMPORTANT FOR THE CITY TO BE DOING? AND GIVEN WHAT IS LIKELY HAPPENING WITH CHAMBER, DOES THAT IMPACT? YEAH, I MEAN, THE CHAMBER IS MARKETING TO THEIR MEMBER FOR THEIR MEMBER BUSINESSES.
MY, MY HOTEL STAFF COMPLAINS LIKE, YES, BUT THEY'RE ONLY, YOU KNOW, I'M LIKE, AND I WANNA BE CLEAR, I THINK IT'S, AND CHERYL, I COULDN'T SEE YOU PAST THAT.
IS IT 12 BUSINESSES THAT ARE PART OF THIS BID? YEAH.
SO IT'S 12 BUSINESSES THAT WILL BE PART OF THIS SPECIFIC CAMPAIGN.
AND I THINK WHAT YOU'RE ASKING US, I'M NOT SURE EXACTLY WHAT YOU'RE ASKING US TO OPINE ON, BUT WHAT I HEARD SAID WAS THAT WE, WE DO WANT TO MARKET TO PHOENIX.
WE WANT, WE'RE WILLING TO MARKET A STRONGER, UM, UH, SUSTAINABLE, UH, MESSAGE IN THAT, A STEWARDSHIP MESSAGE IN THAT MARKET.
THAT WOULD BE OUR RECOMMENDATION.
I HEAR WHAT YOU'RE SAYING WITH RESPECT TO THE COUNCIL, AND I'M NOT SURE WHAT WE WOULD DO DIFFERENTLY BASED ON WHAT THE CHAMBER IS DOING.
WHAT WOULD WE DO? EITHER YOU EITHER MARKET TO DIFFERENT COMMUNITIES OR YOU MARKET ONLY IN, IN, IN, IN MARKET BECAUSE THE CHAMBER ISN'T DOING THAT.
IS THE, IS IT GONNA FLY WITH THE COMMUNITY TO DOUBLE MARKET? IS THAT GONNA FLY? I THINK YOU DON'T, IT DOESN'T SOUND LIKE DOUBLE MARKETING IF YOU'RE, YOU KNOW, IF IT'S JUST THE BUSINESSES IN THE CHAMBER THAT THE CHAMBER IS MARKETING FOR, WELL, THAT'S THE BENEFICIARY.
THEY'RE MARKETING TO PHOENIX, THEY'RE MARKETING TO PHOENIX.
AND THEIR IMAGERY IS, IN MY OPINION, WHAT IS CRITICAL, JUST GENERAL SEDONA.
IF IT IS GENERAL SEDONA AND IT IS NOT PHOTOS OF ENCHANTMENT RESORT.
[02:45:01]
MICHELLE AND I HAD THIS CONVERSATION, GUESS WHAT DOESN'T GET A CLICK AS MUCH A PHOTO OF A HOTEL.WHAT GETS A CLICK IS A GORGEOUS PHOTO OF A DESTINATION.
SO IF THEIRS LOOK JUST LIKE OURS, UH, IS IT GONNA FLY IN THE COMMUNITY? THAT'S, THAT'S THE QUESTION.
AND THE COMMUNITY IS COUNCIL, RIGHT? COUNCIL REPRESENTS THE CONSTITUENTS SO WELL, WE CAN'T STOP THE CHAMBER FROM WHAT THEY'RE DOING.
NO, I, I THINK TO ME, IT, OUR POSITION TO THE CHAMBER OR TO THE CITY IS SAYING, WE KNOW THEY'RE GOING THERE.
WHAT WE HAVE TO DO IS GO IN THERE WITH THE SUSTAINABILITY MESSAGE TO HELP COUNTER THE PE WHEN THEY COME HERE, THEY, THEY'RE, THEY'RE ACTING RESPONSIBLY.
IT'S LIKE, IT'S NOT THAT WE'RE GOING IN THERE TRYING TO MARKET TO THEM TO COME TO US.
WE WANNA MAKE SURE THAT THEY'RE ACTING RESPONSIBLE WHEN THEY GET HERE.
SO TO ME, THAT'S THE MESSAGE TO THE, TO THE COUNCIL IS SAYING, WE KNOW THEY'RE GOING, WE WANT TO GET IN THERE AND WE'RE GONNA MARKET TO 'EM, SAYING, THIS IS HOW YOU HAVE TO BEHAVE WHEN YOU COME HERE.
AND I MEAN, IT'S, AND IT'S DIFFERENT THAN, THAT'S WHY WHEN WE TALK ABOUT WHETHER IT'S THE REAL STRICT CAMPAIGN OR THE MEDIOCRE ONE FOR THEM, AND THEN THE OUTER MARKETS THAT WE'RE TALKING ABOUT, THOSE PEOPLE ARE THE ONES THAT, YOU KNOW, THOSE ARE, WE WANT THEM TO COME.
WE DON'T WANT, WE WANT TO TAKE THE PARAMETERS OFF OF ACTING RESPONSIBLE.
'CAUSE WE, THEY ALREADY DO IT, BUT THEY'RE COMING, WE'RE TRYING TO GET THEM AHEAD OF THE GAME TO SAY, BEHAVE THIS WAY.
IT'S, I I THINK THAT'S THE POSITIONING FOR COUNCIL.
WHEN WE PRESENT THIS ON THE 27TH, THAT'S THE MESSAGE THEY'RE GOING THERE.
WHAT DO YOU, WE GOTTA, WE'RE TRYING TO PROTECT OURSELVES ON THE BACKSIDE WHEN THEY GET HERE.
AND, AND LAUREN, IN TERMS OF WHETHER THE COMMUNITY WOULD WANT TO HAVE TWO MESSAGES THAT, WELL, WE DON'T HAVE ANY CONTROL OVER THAT, BUT WE DO.
WE CAN DO SOMETHING DIFFERENT KNOWING I SEE WHAT YOU'RE SAYING.
KNOWING THAT THE CHAMBER IS DOING WHAT IT'S DOING.
I, I HEARD THIS BODY SAY, WE RECOMMEND MARKETING TO PHOENIX AND WE'RE HAPPY TO DO ANOTHER POLL ON THAT.
IT'S, WE UNDERSTAND THE COUNCIL MAY NOT AGREE.
MY, MY QUESTION NOW IS WHEN, OH, WHEN DO WE MARKET OR WHEN DO, I'M SORRY.
I THINK THE WHOLE BOARD AGREES, AND MYSELF INCLUDED, THAT WE MARKET THE PHOENIX.
IT'S KNOWING WHAT WE KNOW ABOUT THE CHAMBER.
DO WE DO IT NOW IN THIS SUMMER CAMPAIGN, OR DO WE WAIT UNTIL THAT ONE DIES OFF AND THEN OURS PICKS UP.
YOU KNOW, IT, IT'S DO MEAN YOU WANNA HERE WOULD BE, OH, I SEE.
NO, I WAS GONNA SAY, DO YOU MEAN THAT YOU WANNA SEE WHAT THE CHAMBER IS DOING IN THIS AND THEN, AND THEN DECIDING AND GETTING RECOMMENDATIONS MOVING FORWARD BASED ON WHAT WE KNOW THAT THEY'RE DOING? BECAUSE RIGHT NOW WE DON'T KNOW EXACTLY WHAT THEY'RE DOING.
OR DO YOU FEEL LIKE YOU HAVE ENOUGH OF A GRASP ON IT? AND WHEN YOU BRING ALL OF THIS INFORMATION TO COUNCIL, THEY'RE GONNA BE LIKE, NO, AND THEN IT'S THE QUESTION.
WELL, IF YOU SAY NO TO THAT, OPTION TWO IS THIS, THE BOARD ALSO SUPPORTS, YOU KNOW, SOLELY, UM, SUSTAINABLE MESSAGING TO PHOENIX AND OTHERWISE THE FULL PACKAGE OF MESSAGING TO THE OTHER MARKETS.
AT THE END, I'M SORRY, GO AHEAD.
GIVEN THE UNKNOWNS OF WHAT THE CHAMBER IS GONNA DO, UH, AND OUR DESIRE TO MARKET IN PHOENIX, IF WE GO WITH CAMPAIGN NUMBER TWO, THAT IS VERY DIFFERENT IN MESSAGING THAN ANYTHING THAT THE CHAMBER IS GONNA DO.
AND WE SAY WE DO THAT SAME ONE BOTH IN PHOENIX AND ELSEWHERE, NOT IN MARKET, BUT EVERYWHERE ELSE, IF THE COUNCIL SAYS NO TO THAT, ALL OF THOSE ASSETS STILL APPLY EVERYWHERE ELSE.
AND WE SIMPLY RAMP UP THE LEVEL OF HOW MUCH WE DO IN THOSE OTHER MARKETS.
BUT WE'RE POISED TO DO IT WITH THE SAME MESSAGE.
THAT IS A MESSAGE OF SUSTAINABILITY AND RESPECT AND ALL OF THAT.
THIS IS A DESTINATION, DESTINATION MANAGEMENT MESSAGE.
MY CONCERN WOULD BE IF THE CHAMBER IS ADVERTISING TO THOSE MARKETS AND WE DO NOTHING, AND THEN THE RESIDENTS FEEL A BACKLASH FROM THAT MARKETING AND BLAME IT ON THE DESTINATION MARKETING THAT THE CITY HAS PUT INTO PLACE, THAT THE CHA THE CITY'S GONNA DECIDE THAT THEY'RE NOT GONNA DO ANYTHING ANYMORE.
AND WE'RE, WE'RE SQUASHING THE WHOLE PURPOSE.
THE POINT IS TO HAVE A BALANCED COMMUNITY WITH A BALANCED VISITOR.
RIGHT? SO IF WE ARE TO COMPLETELY IGNORE THOSE MARKETS, WHAT WOULD THE BACKLASH OF THAT BRING? THIS WHOLE YEAR IS TESTING.
THE OTHER SEASON WE NEED TO FILL IN IS SUMMER.
I MEAN, IT'S LIKE WE'RE GONNA LOSE A WHOLE YEAR OF KNOWLEDGE IF WE DON'T DO PHOENIX THIS
[02:50:01]
YEAR, IT'LL, IT'LL DELAY IT UNTIL 2025 BEFORE WE CAN DO IT AGAIN.AND THERE WAS A MARKETING CAMPAIGN IN THE WINTER FROM THE SEDONA LODGING COUNCIL.
SO IF YOU COMBINE THAT WITH THE WINTER CAMPAIGN THAT THE CITY DID, WAS IT NEGATIVE? SOUNDS LIKE THE, I MEAN, OBVIOUSLY THE RESIDENT SENTIMENT SURVEY WAS THE FIRST ONE, BUT IT SOUNDED LIKE THE VISITOR SURVEY WAS VERY POSITIVE.
IF WE DON'T GIVE IT TIME TO EVOLVE AND WE DON'T ASK THOSE SAME QUESTIONS AGAIN, HOW WILL WE KNOW? WELL, I'D BE CURIOUS WHAT THE LODGING COUNCIL ROAS WAS FROM THAT RELATIVE TO WHAT WE SAW, WHICH WAS APPROXIMATELY 8.7.
SO I'M KINDA CURIOUS IF IT, IF IT WAS EQUIVALENT OR NOT.
I DON'T KNOW IF THIS IS WHAT CRAIG WAS SAYING OR NOT, BUT WHAT I WAS GONNA SAY IS, I, I THINK WE ALL HAVE TO AGREE ON THE GENERAL RECOMMENDATION, UNDERSTANDING OF THE CITY COUNCIL.
IF THE CITY COUNCIL SAYS WE DON'T WANNA MARKET IN PHOENIX, I'M NOT GONNA BE HEARTBROKEN DEPLOY THAT MONEY TO THOSE OTHER MARKETS WHERE WE HAVE HIGHER SPEND, AND THAT'S THE SUMMER.
THAT DOESN'T MEAN WE CAN'T LOOK AT IT AGAIN IN THE WINTER.
AND IT MAY BE A CASE WHERE, WHERE WE HAVE TO SEE HOW SUCCESSFUL THE, IF THE CHAMBER'S NOT SUCCESSFUL IN THEIR MARKETING, THEN THE BUSINESSES WON'T CONTINUE TO FUND THAT MARKETING EFFORT IN THE THIRD.
WE MAY JUST HAVE TO SEE HOW IT PLAYS OUT.
SO I, I THINK THE RECOMMENDATION IS SOLID, BUT AT THE END OF THE DAY, IF THE COUNCIL FOR THEIR POLITICAL REASONS DON'T WANNA HAVE TWO MARKETING CAMPAIGNS OUT THERE IN THE SUMMER, I'M FINE.
WELL, HERE'S THE RISK, RIGHT? WE DON'T, THEY DO THAT, MEANING WE DO HERE AND THE CHAMBER DOES, AND THEY QUOTE UNQUOTE WHATEVER FAIL MEANS, AND WE'VE DONE NOTHING.
MUCH HARDER TO SOLVE THAN DOING SOMETHING AND MAYBE COMPETING, HAVING COMPETING MESSAGES, RIGHT? MM-HMM.
THAT'S WHY, THAT'S WHAT THE RECOMMENDATION, WHAT I'M SAYING IS AT SOME POINT, IT'S OUT OF OUR CONTROL.
WE'RE WORRIED ABOUT COMPETING MESSAGES HERE.
KIDS MESSAGING MIGHT CONFUSE THE CLIENT.
FOR ME, CUSTOMERS COMING HERE AT ALL, THAT'S THE, THAT'S THE NEGATIVE, RIGHT? KEEGAN HAS JUST INFORMED ME THAT WE DO NEED TO, TO WRAP THIS PART OF THE DISCUSSION UP, WHICH MEANS WE DID, AS NOTED EARLIER, THERE WAS CONSENSUS THAT THIS BOARD FELT THAT WE SHOULD BE IN PHOENIX.
IT SOUNDS LIKE THIS BOARD FEELS LIKE WE SHOULD BE IN PHOENIX, EVEN IF CHAMBER IS ALSO IN PHOENIX.
YOU WANT A THUMBS UP ON THAT? THUMBS UP.
AS LONG AS THE MESSAGE ISN'T REDUNDANT, WHICH IS WHAT YOU GUYS POINTED OUT.
WE DON'T WANT A REDUNDANT MESSAGE.
LET'S DO THE STEWARDSHIP MESSAGE TO PHOENIX.
AND I THINK THAT'S THE POSITIONING WITH THE CHAIN THE COUNCIL IS YOU HAVE, WE HAVE TO SAY THAT WE'RE GOING IN THERE AND WE'RE GONNA DO THE SMART THING FOR THE COMMUNITY.
IE THE SUSTAINABILITY MESSAGE.
THE CHAMBER CAN GO DO WHAT THEY WANT.
WE, THIS IS WHAT WE CAN CONTROL AND THIS IS HOW WE'RE GONNA GET THE PEOPLE.
THIS IS HOW WE'RE GONNA CONTROL THOSE PEOPLE THAT ARE COMING HERE.
AND, AND TO JOHN'S POINT, I THINK THE POINT WE EMPHASIZE IS WE, WE WOULD PREFER TO HAVE A DOVETAILING OF OUR EFFORTS TO MAXIMIZE THE TOTAL SPEND THAT WE ALL DO, RIGHT? YEP.
AND WE'RE GONNA BE UPFRONT ABOUT WHAT WE'RE DOING PUBLICLY.
IF THEY'RE GONNA DO THAT, THEN IT'S UP TO THEM THEN TO KIND OF TELL US IF THERE'S A MISMATCH, RIGHT? MM-HMM.
WE WANT TO DOVETAIL, WE WANT TO ADD, WE DON'T WANNA JUST SUBTRACT, WE WANNA ALL USE OUR MONEY, WHETHER IT'S BUSINESS CENTRIC OR PUBLIC USE MONEY, WHICH IS WHAT WE'RE TALKING ABOUT.
WE WANT THEM ALL TO ADD POSITIVELY TO OUR ENTIRE SITUATION.
BUT TO REEMPHASIZE THAT PUBLICLY, WE WANNA GO AND WE WANT TO DOVETAIL.
LET'S MAKE SURE WE'RE DOING THAT.
APPRECIATE YOU GUYS AND JUSTIN.
OKAY, WE HAVE TWO MORE AGENDA ITEMS STILL, BUT THEY ARE VERY QUICK.
UH, FIRST HEATHER WILL GO OVER THE GO WEST SUMMIT, WHICH SHE JUST ATTENDED.
AND THEN LAUREN WILL BE DOING A QUICK DIVE INTO THE DATA THAT YOU RECEIVED.
I DON'T EVEN REMEMBER WHAT I'M TALKING ABOUT.
I WAS THERE LAST WEEK IN LAKE TAHOE.
JUST IN TIME FOR THE SNOW STORM TO COME IN.
BUT I'M HERE SURVIVED FEBRUARY 26TH THROUGH THE 29TH.
UH, WHAT IT IS, IT STARTED IN 1990.
IT'S AN INTERNATIONAL TOURISM MARKETING FOCUSES ON THE WESTERN STATES, TEXAS, ALL THE WAY OVER TO HAWAII.
AND THERE'S US AND INTERNATIONAL RECEPTIVE OPERATORS THERE IN PERSON.
WE HAVE 12 MINUTE APPOINTMENTS AND THEN YOU GET TWO MINUTES TO RUN TO YOUR NEXT TABLE.
AND WE HAD APPROXIMATELY 40 APPOINTMENTS.
AND WHILE YOU HAVE BEEN TALKING, I'VE BEEN WORKING ON MY FOLLOW UP.
SO THERE'S A PICTURE OF WHAT IT LOOKS LIKE.
WE WERE IN THE BRAND NEW LAKE TAHOE CONVENTION
[02:55:01]
CENTER.AND TO KIND OF REITERATE WHAT WE'VE BEEN TALKING ABOUT TODAY, EVERY MEETING I SAT DOWN TO, IT WAS, OH MY GOSH, SEDONA, HAVE YOU BEEN? NO, BUT I'VE SEEN THE PICTURES.
I START WITH, DID YOU KNOW GOD MADE THE GRAND CANYON? BUT HE LIVES IN SEDONA
OH MY GOSH, REALLY? I LOVE THAT.
SO YOU CAN USE ALL THOSE ONE-LINERS.
AND THE INTERNATIONAL MARKET LOVES IT.
SO THERE'S 12 MONTHS IN A YEAR.
I LOVE TO START WITH THAT TOO.
DISPERSE VISITATION DON'T ALL COME AT THE SAME TIME.
IT'S JUST NOT PLEASANT WHEN YOU ALL COME AT THE SAME TIME, ARTS AND CULTURE, THAT WHOLE FOCUS, THEY LOVE THE ARTS AND CULTURE PIECE.
THE FACT THAT THE SEDONA ARTS CENTER HAS OPPORTUNITIES FOR PEOPLE TO GET HANDS ON EDUCATION, BUT THEN ALSO THE FACT THAT THEY CAN STROLL UPTOWN AND FIND 10 DIFFERENT SCULPTURES AND TAKE SELFIES WITH THEM.
I THINK THERE'S SOMETHING THERE.
WE MIGHT BE ABLE TO DO A TOUR IN THE FUTURE.
THERE ARE ALL SORTS OF AMAZING OPPORTUNITIES IN THE ARTS SECTOR THAT PEOPLE ARE UNAWARE OF.
SO IT'S REALLY FUN TO EDUCATE THEM ON THAT.
INTERNATIONAL PEOPLE LOVE TRAILHEAD SHUTTLE USE BECAUSE THEY'RE USED TO PUBLIC TRANSPORTATION, UNLIKE US.
OH, RECEPTIVE TOUR OPERATORS, IN CASE YOU WERE WONDERING WHO WE'RE MEETING WITH, THOSE ARE THE TOUR COMPANIES THAT ARE SPECIALIZING IN TOURISM EXPERIENCE.
SO BASICALLY YOU'VE GOT A RECEPTIVE TOUR OPERATOR HERE IN THE UNITED STATES.
SO LET'S SAY AMERICAN TOURS INTERNATIONAL, THAT'S A REALLY BIG ONE.
SO YOUR INTERNATIONAL OPERATORS WORK WITH DIRECTLY WITH A TI IN THE UNITED STATES.
INSTEAD OF HAVING TO REACH OUT INDIVIDUALLY, SO LET'S SAY FVW, ANOTHER ONE IN GERMANY, THEY DON'T WANNA MAKE ALL THE CONTACTS IN THE UNITED STATES.
SO THEY CONTACT A TI IN THE UNITED STATES.
A TI THEN DOES ALL THE OUTREACH FOR THEM.
SO WE GOT TO MEET WITH ALL THE TOP ONES.
WE'VE GOT FEEDBACK COMING IN ALREADY AND IT'S EXCITING.
I WANTED TO SHARE THIS, THIS IS A REALLY BAD PICTURE, BUT THEY GAVE ME SOME DATA THERE VIA TOUR.
THEY CAME PREPARED, THEY WANTED TO SHOW WHERE THE BOOKINGS ARE COMING FROM FOR SEDONA.
HE DIDN'T GIMME A DIGITAL ONE, BUT HE WAS ABLE TO SHOW THE DATA COMING IN FOR, UM, BOOKINGS FOR ATTRACTIONS.
SO HE LISTED THE TOP ATTRACTIONS FOR US AND THEN WHERE THEY'RE BOOKING FROM.
AND I THOUGHT, YOU KNOW, EVEN THOUGH IT'S POOR QUALITY, YOU MIGHT WANNA SEE IT.
OBVIOUSLY THE TOP IS UNITED STATES AND THEN IT'S BROKEN DOWN FROM THERE.
IT WAS INTERESTING BECAUSE THEN HE LET ME SEE SOME OF THE COMPETITIVE MARKETS.
SO HE SHOWED ME GRAND CANYON PAGE AND UM, I THINK PHOENIX AND SOMEWHERE ELSE.
BUT IT WAS, IT WAS REALLY INTERESTING TO SEE WHERE ALL OF THE TOP DATA WAS COMING IN FROM.
UM, AND IF YOU WANNA SEE THIS PAPER COPY, I CAN SCAN IT AND SEND IT.
I CAN SEND IT TO KEEGAN SO SHE CAN SHARE IT WITH ALL OF YOU.
THE NUMBERS IN ALL OF THOSE AREAS, LIKE THE GRAND CANYON AND PAIGE, SEDONA IS LEAPS AND BOUNDS FOR VIA TOUR AND WHAT THEY DO.
AND PAIGE WAS LIKE, I THINK THEY HAD 7,000 BOOKINGS AND FOR SEDONA IT'S WAY BIGGER.
SO OBVIOUSLY HE WANTS MORE ATTRACTIONS TO WORK WITH.
SO WHAT DO THEY WANT? THEY WANT INTRODUCTIONS TO NEW LODGING.
THEY WANT US TO NUDGE THE PEOPLE WHO ARE NOT RESPONDING TO THEM.
SO BABYSITTING, I SWEAR I'M REALLY GOOD AT IT.
UM, THAT'S WHAT I WILL BE DOING.
AND THEN DINING OPTIONS FOR GROUPS.
AND THEN THEY ALSO WANT DIFFERENT ATTRACTIONS, UNIQUE IDEAS.
THEY WOULD LOVE CUSTOMIZED ATTRACTIONS.
SO GOTTA WRAP MY HEAD AROUND HOW I CAN CONVINCE SOME, UM, OPERATORS TO DO SOME CUSTOM ATTRACTIONS.
MAYBE, MAYBE THERE'S SOMEBODY ON THIS BOARD WHO WANTS TO CREATE SOME NEW CUSTOM ATTRACTION.
THEY WANT THE UNUSUAL ONES STILL SCENIC, BUT THEY DON'T WANT DEVIL'S BRIDGE.
THEY WANT A DIFFERENT ONE WHERE PEOPLE HAVEN'T EXPLORED IT AS MUCH.
SO AGAIN, RIGHT UP OUR ALLEY, ALL THE THINGS WE WANT, JUST MAKING DREAMS COME TRUE.
SO THE NEXT GO WEST SUMMIT IS JANUARY 6TH THROUGH THE NINTH IN PALM SPRINGS.
A NICE WARM DESTINATION IN 2025.
AND HOPEFULLY WE'LL HAVE A NEW TOURISM MANAGER WHO JUST CAN'T WAIT TO SIGN UP AND ATTEND.
THAT'S ALL I HAVE FOR YOU TODAY.
ANY QUESTIONS? SO SORRY ABOUT THAT.
ANY QUESTIONS? THANKS HEATHER.
DID DID YOU SOURCE THE UH, IN THE INTERNATIONAL, UM, DATA FOR, IT WASN'T SHOWN TODAY, BUT IT WAS IN OUR PACKET THAT SHOWED WHERE PEOPLE ARE COMING FROM
[03:00:01]
INTERNATIONALLY.DID YOU SOURCE THAT? I DID NOT SOURCE THAT.
'CAUSE I WAS CURIOUS WHY GERMANY WASN'T NOT EVEN ON THE LIST WHEN YOU WENT TO GERMANY AND HAD SUCH POSITIVE RESULTS.
OR PROBABLY TOO SHORT OF A WINDOW SINCE THEIR BOOKING WINDOW IS USUALLY SIX MONTHS TO A YEAR.
AND THE RESPONSE THAT WE GOT FROM THE GERMAN OPERATORS IS THEY'RE ALREADY INTO 20 25, 20 26.
THEY SEEM TO BE REALLY POSITIVE PREDISPOSED, IF I REMEMBER.
SO I WAS GOING LIKE, WELL WHERE'S THE DATA THAT SHOWS THAT THEY'RE HERE? YEAH.
'CAUSE I HEAR AS DAVID DID GERMAN ON TRAILS EVERY SO OFTEN.
AND ANOTHER THING TO BE, UM, JUST HAVE ON YOUR RADAR IS THE FACT THAT THE PARIS FLIGHT STARTS TUESDAY, THURSDAY, SATURDAYS IN MAY FROM PHOENIX.
SO I KNOW THE ARIZONA OFFICE OF TOURISM.
I'VE ALREADY REACHED OUT TO THEM AND ASKED THEM WHAT ARE WE DOING TO BE IN MARKET WITH THEM WEWE.
SO THEY'RE WORKING ON SOMETHING FOR US ALL TO PARTICIPATE IN AND BE ABLE TO GO THERE AND DO YOUR FRIENDS SOME OUTREACH WITH THEM.
SO EXCITED ABOUT
SO LAST BUT NOT LEAST IS JUST THE, THE DATA UPDATE.
UM, YOU CAN SEE ALL GREEN ARROWS THERE.
UM, REVENUE WAS UP QUITE A BIT, UM, COMPARED TO, UH, SAME TIME LAST YEAR.
AND YOU KNOW, THIS IS SOMETHING THAT THE COUNCIL'S GONNA LOOK AT.
DECEMBER WAS VERY GOOD AS WELL.
UM, OUR SALES AND BED TECHS WERE GOOD.
AND SO THEY ARE GONNA BE ASKING THEMSELVES, DO WE NEED TO MARKET IF WE'RE DOING SO WELL, THESE ARE QUESTIONS THEY ASK THEMSELVES.
SO, BUT DO WE HAVE THE DATA FROM THE YEAR BEFORE? 'CAUSE LAST YEAR, JANUARY AND DECEMBER WE HAD HORRIBLE WEATHER.
ALL SPRING WAS ROUGH ACTUALLY.
RIGHT? SO I MEAN, SO TO LOOK AT THAT AND SAY WE'RE UP AND IT'S BECAUSE X, Y, Z MM-HMM.
'CAUSE AGREED WEATHER WAS A BIG, BIG FACTOR LAST YEAR AND OUR COST TO OPERATE IS NOT GOING ON.
THAT OUR NETS ARE WEIGHED, OUR BUILDING WATER, EVERYTHING, WHICH I ALWAYS APPRECIATE YOU CONTINUING TO ADVOCATE FOR AN ANONYMOUS WAY THAT HOTELS CAN SUBMIT INFORMATION TO US SO THAT WE CAN TELL THE STORY BETTER.
I MEAN, I MEAN, THE OTHER THING WE HEARD YESTERDAY IS WHAT'S THE COST OF INFLATION? YES.
UM, 20% SINCE, UH, PRE PANDEMIC, BUT LIKE TILL LAST YEAR.
WHAT'S THE, WHAT WAS THE GROWTH OVER THIS YEAR TO LA I MEAN, WE DON'T HAVE JANUARY YET, RIGHT? WHAT'S, WHAT'S THE TREND BEEN? BECAUSE THAT, THAT WAS A, ONE OF THE INTERVIEWS YESTERDAY THAT WE HAD.
THEY BROUGHT THAT UP AND I WAS LIKE, HUH, WE NEVER THOUGHT OF IT THAT WAY.
YOU KNOW, YOU START LOOKING AT YOUR GROWTH RATE, ESPECIALLY WHEN IT COMES TO THIS RAW REVENUE NUMBER AND SAY, OKAY, WHAT'S THAT COMPARED TO INFLATION? YEAH.
WE ALSO, YOU KNOW, AS OUR FINANCE DIRECTOR WILL POINT OUT, WE DON'T HAVE SEDONA INFLATION, WE HAVE WESTERN INDEX.
UM, BUT YOU KNOW, IT'S BENCHMARK.
AND I DON'T WANNA SAY THAT WAGES THAT, I DON'T WANNA SAY THEY DOUBLED, BUT YOU COULD HAVE BROUGHT SOMEBODY IN PRE PANDEMIC.
YOU'RE VERY ENTRY EMPLOYEE AT 12 TO 14 AND NOW IT'S HARD TO BRING ANYBODY IN FOR LESS THAN 20.
SO IT'S BEEN 25% OR MORE, WHICH IS HIGHER THAN THE NATIONAL AVERAGE AND HIGHER THAN THE WESTERN INDEX AS WELL, IS WHAT I'M SAYING.
BECAUSE WE HAVE A UNIQUE ISSUE HERE IN TERMS OF HOUSING AND OTHER THINGS, WHICH DRIVES IT EVEN HIGHER.
THIS POINT OF THERE'S UNIQUE STUFF HERE.
UM, SO THIS IS THE AGGREGATED LODGING SUMMARY.
UM, AND YOU CAN SEE THOSE RED NUMBERS.
UM, SO WE HAD A SLOWER, WHERE'S MY LITTLE POINTER? UM, OH GOSH, SORRY.
UM, WE HAD, UH, A SLOWER MONTH COMPARED TO DECEMBER IN JANUARY.
THAT'S WHY THOSE NUMBERS ARE DOWN.
UM, UH, YEAR TO DATE TOTAL FROM 2023, YOU CAN SEE THAT WE'RE UP, WHICH IS WHAT, YOU KNOW, WE SAW IN THE PREVIOUS SLIDE.
UM, THESE NUMBERS ARE INTERESTING THAT SHORT TERM RENTALS ARE STILL, UM, YOU KNOW, AT LEAST LEVELING OFF FLATTENING OCCUPANCY WAS DOWN.
UM, WHEREAS HOTEL OCCUPANCY, UH, WAS UP COMPARED TO LAST JANUARY, UM, UH, SHORT-TERM RENTAL OCCUPANCY WAS DOWN.
UM, SO THIS IS THE OVERNIGHT STAY DATA.
I HAVE LITTLE NOTES ON THIS SLIDE.
UH, SO, UH, WE DID INCREASE OUR LENGTH OF STAY, UM, SLIGHTLY COMPARED TO LAST MONTH.
[03:05:01]
COMPARED TO 2.8 THIS MONTH.UM, AND OF THESE VISITOR ORIGIN DMAS, UM, MOSTLY THE BOTTOM IS WHAT KIND OF GOT ROTATED OUT THERE.
UM, AND WE SAW, UM, DENVER AND ALBUQUERQUE CREAK IN CREEP IN THERE FOR UM, JANUARY, AND THEY WERE NOT IN THERE IN DECEMBER.
CAN YOU GO BACK QUESTION ON THAT.
ON THE LO AND DEMOGRAPHIC ESTIMATES, THOSE ARE, UH, CUMULATIVE, RIGHT? OF ALL THE DIFFERENT VISITORS FROM ALL THE DIFFERENT LOCATIONS.
UM, I'M SORRY, WHICH ONE ARE YOU ASKING ABOUT? THE LOWER RIGHT HAND CORNER DEMOGRAPHIC, LOWER RIGHT HAND CORNER.
THE HOUSEHOLD INCOME AGE GROUPS AND, AND RACE, IS THAT, IS THAT SOME OF EVERYBODY? VISITORS? ALL VISITORS, YEAH.
THIS IS ALL VISITORS AND IT IS BASED OFF OF US CENSUS BUREAU DATA.
SO, UM, SO IT'LL BE DOMESTIC BASED ON THESE LOCATIONS.
THIS IS THE MAKEUP BASED ON, UM, WHERE THEY LIVE IN THAT AND, AND HOW THE CENSUS DATA IS PEGGING THEM.
SO IT IS NOT, UM, WHEREAS SOME DATA, THE DATA'S ACTUALLY TRACKING WHO THE PERSON IS AND HOW MUCH THEY MAKE.
THIS IS NOT IT, IT'S ATTRIBUTING IT TO, IF YOU LIVE IN RIGHT.
YOU KNOW, SKOKIE, THE ZIP CODE SORT OF APPROACHES BY ZIP CODE.
SO, AND THIS IS NOT INTERNATIONAL.
THIS IS JUST DOMESTIC IS THE OTHER WAY.
SO THIS, YEAH, THAT'S THE NEXT SLIDE WAS INTERNATIONAL.
AND THEN IN TERMS OF THOSE ARE, ARE THERE ANY STATE SPECIFIC, 'CAUSE OBVIOUSLY THOSE BUBBLES ARE INDIVIDUAL STATES OR METRO AREAS.
ARE THERE DIFFERENCES BETWEEN THEM THAT YOU CAN DETECT OR CAN YOU EVEN GET TO THAT DATA CUT MEANING SOMEBODY IN THE NORTHEAST? IS IT GONNA BE DIFFERENT THAN SOMEBODY FOR INSTANCE? YEAH, I CAN, AND I THINK THIS, EVERY TIME I PRESENT DATA TO YOU, I FEEL LIKE YOU AND I SHOULD HAVE A MEETING IN WHICH I AGREE.
I CAN SIT DOWN WITH YOU AND I CAN SHOW YOU ON THE SCREEN.
LET ME SHOW YOU HOW I CAN KIND OF FILTER OUT.
I'VE GOT MY SCHEDULE RIGHT HERE.
THIS IS SLIGHTLY DIFFERENT FROM WHAT YOU SENT US UNLESS I'M SEEING THIS WRONG.
THERE WERE TWO, THERE WERE TWO SETS OF DATA SENT OUT LAST NIGHT.
OKAY, I'M GONNA COME CLEAN RIGHT NOW.
UM, SO WHAT WAS SENT OUT TO YOU WAS ACTUALLY NOT A HUNDRED PERCENT OVERNIGHT.
UM, AND WHAT I PREFER TO SHOW YOU IS A HUNDRED PERCENT OVERNIGHT.
AND THE REASON FOR THAT IS BECAUSE, UM, IN, IN SYMPHONY, IF YOU DO NOT FILTER OUT A HUNDRED PERCENT OVERNIGHT, IT SAYS THAT 70% OF OUR VISITATION IS AN OVERNIGHT GUEST.
AND SO I'M LOOKING INTO IT WITH THEM.
UM, AND I'M WAITING ON A RESPONSE TO TELL ME, AND WHAT THEY'VE JUST TOLD ME THIS WEEK IS WE'VE DEFINED, UM, WE'VE DEFINED A DAY TRIPPER AS FOUR HOURS, UM, FOUR HOUR.
YOU KNOW, I, I DON'T KNOW IF IT WAS FOUR HOURS TO EIGHT HOURS, BUT NOT STAYING OVERNIGHT, BUT YOU HAD TO BE HERE FOR AT LEAST FOUR HOURS.
AND I LOWERED THAT TO AN HOUR.
AND SO I'M, I'M GONNA SEE IF THAT CHANGES THE DATA.
BUT IT DOES NOT SUPPORT WHAT WE'VE SEEN IN THREE OTHER DATA SOURCES, INCLUDING DATA FI, WHICH IS WHAT WE USE, UM, FOR OUR WINTER CAMPAIGN.
AND THEN WE'RE ALSO DOING TWO VISITOR, UM, UH, STUDIES TO FIGURE OUT HOW MANY PEOPLE ACTUALLY COME HERE AND HISTORICALLY HAVE COME HERE.
AND THEY HAVE ALSO CORROBORATED, UH, THAT 70% OVERNIGHT STAY IS, IS PROBABLY NOT POSSIBLE.
SO I LIKE TO FILTER OUT A HUNDRED PERCENT OVERNIGHT GUESS BECAUSE I BELIEVE IN THE DATA MORE.
I THOUGH ALTHEA, I WAS LIKE, IT'S 10.5, NOT 2.8.
UM, THIS IS THE INTERNATIONAL DATA.
UM, NOT, NOT AS FASCINATING IN MY OPINION, BUT, UM, THE THING THAT WAS DIFFERENT, UM, OUR LENGTH OF STAY WENT TO 2.2 DAYS AS OPPOSED TO TWO DAYS.
UM, AND OUR MARKETS WERE, UM, THE TOP FIVE MARKETS WERE STILL THE SAME.
UM, SOME OF THE POSITIONS SWITCHED, BUT MEXICO, CANADA, AND JAPAN WERE THE TOP THREE.
UM, IN BOTH DECEMBER AND JANUARY.
IF THERE'S ANOTHER METRIC THAT YOU GUYS WANT ME TO COMPARE IT TO, YOU KNOW, IF YOU'RE LIKE, TELL ME OVER THE ENTIRE YEAR OF 2023 COMPARED TO JANUARY, LET ME KNOW.
UM, I, I DON'T LIKE TO GUESS WHAT'S INTERESTING AND WHAT'S NOT, BUT SO THIS IS THE, THE CORRECT ONE, THE 2.2 BECAUSE THE VERSION I I PRINTED WAS SAID 4.3 MAYBE I HAVE AN OLD VERSION THAT WAS SENT 0.5 WHAT YOU SAID.
I DON'T KNOW WHAT THAT ONE IS TO MEAN TO ME.
I WOULD THINK THE INTERNATIONAL WOULD BE LONGER THAN
[03:10:01]
IT'S YEAH, IT'S TRACKED AT THE 2.2 RANGE.'CAUSE IT, IT, EVEN THE CHART'S A LITTLE DIFFERENT, SO I'M JUST KINDA CURIOUS.
SOME MIGHT HAVE OF DATA LOOK AT WHAT YOU HAVE AND TELL YOU.
YEAH, BECAUSE THIS SAYS SAMPLE SIZE IS LESS THAN 300, IT'S ONLY 122, IT'S 122 ON THIS ONE.
AND AND THE OTHER ONE WAS LIKE 21,000, WHICH THE SAMPLE SIZE FOR DOMESTIC.
SO I'LL HAVE TO LOOK AT WHAT YOU'RE LOOKING AT.
IT'S NOT THIS, IS IT THIS EXACT SAME THING? IT'S THAT THIS IS THAT, BUT IT'S DIFFERENT DATA.
I WAS KIND OF COMPARING DIFFERENT STUFF IN THAT.
I WOULDN'T RELY ON IT ALL'S THE REASON WHY.
SO I GOT ONE SET TO THE, MY SEDONA EMAIL ADDRESS NORMALLY.
AND THEN I GOT ANOTHER SET FROM KAREN TO MY, THE ONE I HAVE IN MY HAND I THINK IS FROM KAREN.
THEY'RE ALL INDIVIDUAL PAGES, RIGHT? YEAH.
AND I DON'T DOUBT WHAT SHE PULLED.
IT DOESN'T LOOK ANY DIFFERENT EXCEPT THAT THIS SAMPLE SIZE IS MUCH DIFFERENT ON MINE.
IT COULD HAVE BEEN, I PULLED THIS TODAY RIGHT BEFORE THE MEETING.
SHE PULLED THIS YESTERDAY AND THE LENGTH TO SAY BETWEEN 4.3 AND 2.2 IS ALLOTTED.
SO I'M JUST KIND OF LIKE, I WOULD EXPECT IT TO BE LONGER, BUT I, I DON'T KNOW.
MAYBE THE NEXT TIME YOU LOOK AT THE DAY THAT TOGETHER.
THIS IS THE SAME CHART YOU SAW BEFORE.
I DON'T NEED TO GO INTO THIS ANYMORE.
THE SAME KIT ACCOUNTS, UM, AND THE VISITATION SUMMARY.
I, AS I'VE TOLD YOU BEFORE, I LOOK AT THIS NOT FOR THE ACTUAL NUMBER BUT FOR THE TRENDS.
UM, AND THEN TO SEE WHERE THEY'RE SPENDING MONEY.
UM, AND SO I DON'T HAVE OUR SECTION BED TAX NUMBERS.
UM, BUT IT WOULD BE INTERESTING IF VISITATION, IF IF OCCUPANCY WAS UP AND CREDIT CARD SPEND WAS DOWN, THAT'S PRETTY TELLING AND, AND QUITE A BIT DOWN.
SO, UM, WHEN I GET THE JANUARY SALES AND BED TAX NUMBERS, I'LL DEFINITELY BE COMPARING IT TO THIS AND, AND SEEING HOW I CAN MAKE SENSE OF IT.
BUT THIS TA THIS, THIS REPORT DOES NOT SHOW STUFF THAT WAS BOOKED ONLINE THROUGH WEBSITES.
SO DEPENDING ON THE HOTEL, HOW THE HOTELIER DOES IT, I GOT INTO RIGHT.
UM, THE DATA PROVIDER BELIEVES THAT MOST OF THE, MOST OF THE CREDIT CARD SPEND IS FOR HOTELS IS OUT OF MARKET.
BUT I KNOW THAT FROM OUR, FROM OUR LODGING COUNSEL, CHERYL'S TOLD ME NO, THERE ARE SOME HOTELS THAT, YOU KNOW, YOU SWIPE YOUR, YOUR CARD, UM, YOU HOLD IT, YOU HOLD THE RESERVATION, UH, WHEN YOU BOOK IT.
AND THEN WHEN YOU GET IN, THE WAY THEIR PROCESSING SYSTEM WORKS IS THEY DO SWIPE IT RIGHT THERE IN MARKET.
SO IT JUST DEPENDS ON HOW EACH HOTEL DOES IT.
BUT, BUT IN GENERAL, I THINK IT IS SAFE TO SAY THAT LODGING IS VERY UNDERREPRESENTED IN THIS.
VERY UNDERREPRESENTED IS FACTOR OF, I DON'T KNOW AND OKAY.
I CAN LOOK AT OUR, YEAH, IT'S, I CAN LOOK AT SALES AND BED TAX.
THE WAY THAT THOSE CATEGORIES ARE DONE DON'T EXACTLY EQUATE TO THIS.
IT'S A BIT OF APPLES AND ORANGES.
YOU HAVE TO BACK INTO THE NUMBERS IS WHAT YOU'RE SAYING VERSUS GETTING A YEAH.
AND THEN I WOULD HAVE TO GO ON A LOT OF ASSUMPTIONS, WHICH YEAH.
WHICH IS HARD FOR POLICY TO BE MADE BY THE TROOPER.
SO IS IS IT, SO IF I DID SOME NUMBERS HERE, IS IT TRUE THEN? UM, I DID SOME ADDITIONS THAT OUR CURRENT, UM, JANUARY CLIENTS THAT NEARLY 46.6% WERE OF THE DEMOGRAPHIC OF HAVING A HOUSEHOLD INCOME OVER $150,000 A YEAR.
AND YES, THAT IF YOU LOOK AT A HUNDRED THOUSAND DOLLARS A YEAR, 72.3% OF OUR VISITORS HAD A INCOME HOUSEHOLD OF OVER $100,000 AS WELL.
WE DO GET A, I I WOULD SAY WE GET KIND OF THE OPPOSITE ENDS OF THE PENDULUM.
WE GET, WE GET A LOT OF HIGH HOUSEHOLD INCOME AND WE GET, YOU KNOW, A FAIR AMOUNT OF LOWER HOUSEHOLD INCOME AS WELL.
SO BIMODAL ITS NATURE THEN YOU JUST AVERAGE IT DOWN.
BUT, BUT THAT'S A PRETTY GOOD NUMBER GIVEN.
BECAUSE YOU KNOW, A LOT OF, IF YOU'RE DAY TRIPPING, YOU WOULDN'T EXPECT NECESSARILY TO HAVE A HIGH HOUSEHOLD INCOME.
WE WOULDN'T EXPECT THAT, BUT WHO KNOWS? I DON'T KNOW.
IT JUST SEEMED LIKE A REALLY GOOD NUMBER 'CAUSE WE ALWAYS SEEMED TO ATTEND OVER THE LAST COUPLE YEARS AND WANNA HIGHER INCOME HOUSEHOLD COMING HERE AS A VISITOR.
AND IT SEEMS LIKE WHATEVER HAS BEEN DONE FOR JANUARY KIND IS
[03:15:01]
WORKING.IS THAT A GOOD WAY TO SAY THAT? WELL, AND IT, AND IT, THIS IS, THAT'S SUPPORTIVE OF, OF DATA GOING BACK AS WELL.
UM, YOU KNOW, WE DO GET KIND OF, THERE, THERE IS A THOUGHT OUT THERE OF, OF CRITICIZING THAT MINDSET OF UM, WE DON'T JUST WANT THE RICH PEOPLE, YOU KNOW, BUT THAT'S WHO'S COMING HERE RIGHT NOW AND HAS BEEN SO, OKAY.
SO IT'S NICE TO HAVE NUMBERS AROUND THAT.
IT'S THE OTHER WAY OF LOOKING AT THANK YOU.
IS THAT IT JUST STARTED THAT TOO.
THAT'S ALL AGENDA ITEMS YOU GUYS.
LAUREN, IF YOU COULD JUST LET US KNOW, YOU KNOW, WHICH ONE OF THESE FORMS I WOULDN'T TRUST THAT LOW SAMPLE SIZE.
I WOULD, AND AGAIN, JUST LET US KNOW WHICH ONE'S RIGHT.
SO WE CAN KIND OF UPDATE THIS.
'CAUSE IT LED ME TO A DIFFERENT PATH WHEN EVEN IF THAT WAS THE ACTUAL ONE, I WOULDN'T RELY ON IT BECAUSE THE SAMPLE SIZES, I CAN SEND A NEW ONE.
SO THE SAMPLE THAT WAS PULLED ON THIS ONE, IT'S THE START DATE IS JANUARY 1, 24 TO THE END DATE OF JANUARY 31, 24.
INSTEAD OF A START DATE OF JANUARY 1 23, WHICH IS WHAT SHE SHOWED ON THE SCREEN.
OTHER THAN THE ONE THAT I SENT YOU THAT WAS PULLED, IT'S A 1 0 4 TO A ONE, A 31 OF OH FOUR.
OH NO, THAT'S NOT WHAT I MEANT TO DO.
SO SHE'S SHOWING YOU JANUARY POSSIBLE 23 TO JANUARY 30 C ON YOUR SCREEN AT 23 TO 24.
SO IF YOU GIVE US THE UPDATED ONE, I MEAN, WHATEVER SET OF TIME YOU WANT, FINE.
BUT, YOU KNOW, TWO DIFFERENT THINGS.
'CAUSE WE'RE, YOU KNOW, WE'RE TRYING TO PUT STAKES IN THE GROUND AS WE LOOK FORWARD TO KPIS AND STUFF.
SO THIS IS HELPING US, BUT WE HAVE TO KIND OF UNDERSTAND WHERE TIMEFRAME THAT IS.
SO WE PULLED TWO DIFFERENT SETS OF DATA.
I GAVE YOU THE, THE MONTH THAT YOU GAVE THEM A YEAR, WHICH IF THE MONTH ISN'T GONNA GIVE ME A GOOD SAMPLE SIZE, THEN THERE'S NO POINT.
IT'S SHOWING, SHOWING IT TO YOU.
SO THE LESSONS YOU NEED A QUARTER, MAYBE IF DATA OKAY.
YEAH, I WAS THINKING QUARTERLY WOULD BE MORE HELPFUL.
WE'LL JUST FIGURE IT, FIX IT OUTSIDE THE MEETING.
I JUST WANT TO MAKE SURE THAT WE GET EVERYBODY OUTTA HERE IN A FAIRLY TIMELY MANNER.
I DID WANNA MAKE SURE THAT THERE'S, WE DIDN'T HAVE ANY CARDS, KAREN, FROM THE, FOR PUBLIC INPUT.
'CAUSE I, I KNOW THAT WE DIDN'T HAVE ANYBODY.
BUT I DID HAVE SOMETHING I WANNA PASS OUT TO OKAY.
THE BOARD FROM, UM, A MEMBER OF THE PUBLIC, UM, CHERYL BARON FROM THE LODGING COUNCIL HAS SOME INFORMATION ON VISITOR CENTER INFORMATION, WHICH, UM, WILL BE GOING TO CITY COUNCIL ON THANKS.
NO, I THINK IT'S GOING ON THE 26TH.
SO ITEM NUMBER FIVE, WE'RE COMPLETE WITH THAT.
[6. FUTURE MEETING DATE]
NUMBER SIX IS THE FUTURE MEETING DATE, WHICH IS WEDNESDAY, APRIL 3RD, UM, AT 3:00 PM SO BACK TO 3:00 PM AND THEN I DON'T THINK WE'VE GOT ANY COMMENTS YET ON WHAT THAT AGENDA'S GONNA BE.UM, MAYBE WE'LL HAVE THE NEW TOURISM DIRECTOR HELP HIM TO WORK THAT UP.
AND, AND OF COURSE LAUREN AND KEEGAN.
SO THAT'LL BE SOMETHING THAT COMES OUT IN THE FUTURE.
ANYTHING ELSE? ANY OBJECTIONS BEFORE I SMACK THAT? I'M NOT GONNA ACTUALLY SMACK THE HAMMER, BUT BEFORE WE ADJOURN, ANY OBJECTIONS IF NOT, WE'RE ADJOURNED.