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[1. CALL TO ORDER/PLEDGE OF ALLEGIANCE/MOMENT OF SILENCE]
2:00 PM WE'LL CALL THE MEETING TO ORDER.PLEASE JOIN ME FOR THE PLEDGE.
I PLEDGE ALLEGIANCE TO THE FLAG FLAG OF THE UNITED STATES OF AMERICA, AND TO THE REPUBLIC FOR WHICH IT STANDS, ONE NATION UNDER GOD, INDIVISIBLE, WITH LIBERTY AND JUSTICE FOR ALL.
AND NOW A MOMENT OF SILENCE, IF YOU WILL.
DEPUTY CLERK, WOULD YOU BE THE, UH, ROLL CALL, PLEASE? MAYOR BLO.
[3.a. AB 3037 Presentation/discussion/possible direction on the Tourism Program’s research results, draft brand description, results of the winter destination marketing campaign, concepts for the summer destination marketing campaign and media plan.]
SPECIAL BUSINESS THREE.POSSIBLE DIRECTION ON THE TOURISM PROGRAM'S, UH, RESEARCH RESULTS.
DRAFT BRAND DESCRIPTION RESULTS, UH, OF THE WINTER DESTINATION MARKETING CAMPAIGN, CONCEPTS FOR THE SUMMER DESTINATION MARKETING CAMPAIGN AND MEDIA PLAN.
HELLO, VICE MAYOR, COUNSELORS.
I'M ROB MCMULLEN, MARKETING MANAGER FOR THE CITY OF SEDONA.
I AM JOINED TODAY BY OUR CONSULTANT, DVA, ADVERTISING AND PUBLIC RELATIONS.
TO MY RIGHT IS MARY ANGELO AND CHRISTIAN FOLK, BOTH PRINCIPALS, UM, WITH THE FIRM.
UM, OKAY, LET'S GET RIGHT IN THERE.
UM, WE'RE GOING TO, UM, GIVE YOU A DATA BRANDING AND MARKETING UPDATE ON THE TOURISM PROGRAM TODAY.
UM, I'LL, I'LL READ THROUGH THE THINGS THAT WE'RE GOING TO SHARE.
WE'RE GOING TO SHARE OUR RESEARCH RESULTS SUMMARY, WHICH WE'LL REFER BACK TO INTERVIEWS AND LISTENING SESSIONS THAT WE CONDUCTED.
A RESIDENT SENTIMENT SURVEY, VISITOR INTERCEPT SURVEY, AND AWARENESS AND PERCEPTION SURVEY.
WE WERE PLANNING TO PRESENT, UM, THE TOURISM DATA FROM THE SYMPHONY PLATFORM FOR JANUARY, 2024.
AFTER A GREAT DEAL OF PREPARATION AND CONVERSATION WITH KAREN OSBORNE, UM, WE DECIDED THAT THE RESIDENT EXPERT ON THAT IS LAUREN BROWN.
AND, UH, SHE'S THE ONE AT THIS STAGE WHO REALLY HAS THE, UM, THE NUANCE MASTERED TO DELIVER THAT INFORMATION, UM, IN A MEANINGFUL WAY.
AND SO WE'D RATHER PRESENT THAT TO YOU LATER THAN TO HAVE ME POTENTIALLY MISSTEP.
UH, SO, SO WE'RE NOT GOING TO PRESENT THAT DATA TODAY.
CAN WE GET THAT SCREEN GOING OVER HERE? OH, THANK YOU, COUNSEL.
UH, WE WILL SHARE WITH YOU THE RESULTS OF THE WINTER MARKETING CAMPAIGN.
WE PRESENTED CONCEPTS FOR THAT TO YOU IN SEPTEMBER OF LAST YEAR.
IT RAN NOVEMBER THROUGH FEBRUARY.
WE HAVE RESULTS AND DATA TO SHARE WITH YOU FROM THAT CAMPAIGN.
UH, WE WILL SHARE WITH YOU SOME OF OUR, UH, BRANDING WORK, UH, SPECIFICALLY A BRAND DESCRIPTION, ASK FOR YOUR FEEDBACK AND DIRECTION ON THAT.
AND WE WILL ALSO PRESENT, UH, CONCEPTS FOR OUR SUMMER STEWARDSHIP CAMPAIGN, AS WELL AS A MEDIA PLAN, UH, WHICH IS BASICALLY HOW THAT, UH, CAMPAIGN WOULD BE IMPLEMENTED IN THE WORLD.
UH, SO IT'S QUITE A BIT OF INFORMATION TO GET THROUGH.
HOWEVER, THE THROUGH LINE IS RELATIVELY STRAIGHTFORWARD.
IT'S A, IT'S A SIMPLE PROGRESSION.
WE'RE GONNA HEAR MANY VOICES, UH, MANY SENTIMENTS, SOME OPPOSED, SOME ALIGNED, UM, LISTENING TO THE VOICES WE HEAR IN THAT DATA, WE'RE GONNA TALK ABOUT THE BRAND AND THE BRAND THAT IS CURRENTLY BEING DEVELOPED.
UM, AIMING AT INCLUDING AS MANY OF THOSE VOICES AS POSSIBLE.
THE BRAND IS MORE QUALITATIVE.
WE'RE GONNA ASK YOU HOW YOU FEEL ABOUT SOME OF THAT MATERIAL, AND DOES IT HAVE THE RIGHT FEELING TONE TO IT? AND THEN LISTENING TO THOSE VOICES IN THE DATA AND LOOKING AT THE BRAND THAT'S
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UNDER DEVELOPMENT.UM, WE'LL COMBINE THOSE TOGETHER AND TALK ABOUT A MARKETING MESSAGE.
HOW DO WE EXPRESS WHAT WE'VE LEARNED FROM THE DATA AND THE BRAND OUT IN THE WORLD? SO, IT'S A LOT OF INFORMATION, BUT THE THROUGH LINE IS RELATIVELY SIMPLE.
I'LL DO MY BEST TO, UH, WEAVE SOME OF THE IMPORTANT THREADS THROUGH FROM BEGINNING TO END.
WE DID EXTENSIVE FIELD RESEARCH.
I WILL GO INTO DETAIL ABOUT THAT.
UM, BUT FIRST, JUST A VERY SIMPLE, UM, OVERVIEW OF, OF THEMES.
IT'S JUST A LENS TO FOCUS US ON SOME OF THOSE IMPORTANT THREADS.
UM, IF WE VISUALIZE THE DATA ON A SPECTRUM, ON ONE END OF THE SPECTRUM, WE HAVE, UH, RESIDENT THEMES, RESIDENT SENTIMENTS.
UM, THERE'S, WE'RE GONNA HEAR STRONG VOICES IN OPPOSITION TO ANY KIND OF MARKETING AT ALL.
NOT ALL RESIDENTS FEEL THAT WAY, BUT WE'LL HEAR STRONG VOICES OPPOSED TO MARKETING.
WE'LL ALSO HEAR STRONG VOICES IN FAVOR OF A STEWARDSHIP, UH, OR EDUCATIONAL MESSAGE.
ON THE OTHER SIDE OF THAT SPECTRUM, IF WE THINK OF IT THAT WAY, WE HAVE, UH, BUSINESS AND BUSINESS THEMES.
WE'RE GONNA HEAR STRONG VOICES IN FAVOR OF A MARKETING MESSAGE, UM, A WELCOMING, INVITING MESSAGE.
WE'RE ALSO GONNA HEAR STRONG VOICES IN FAVOR OF AN EDUCATIONAL AND STEWARDSHIP MESSAGE THERE AS WELL.
POSSIBILITY FOR SOME COMMON GROUND, PERHAPS.
IF WE VISUALIZE IT THIS WAY ON THE SPECTRUM, WE HAVE OUR CURRENT AND FUTURE VISITORS, WHO WE ALSO SPOKE TO IN OUR RESEARCH.
AND PRETTY MUCH THEY LOVE SEDONA.
THEY, THEY RATE AND RANK SEDONA VERY HIGHLY IN EVERY CATEGORY.
AND THAT'S ONE OF THOSE IMPORTANT THREADS THAT WILL CARRY THROUGH, UM, TO THE END.
BUT AGAIN, THIS IS, THIS IS A SIMPLIFICATION.
UM, THIS DOESN'T TELL THE WHOLE STORY.
IT'S JUST A LENS FOR US TO TALK ABOUT THE DATA.
SO, WITH THAT IN MIND, LET ME GO HERE, UH, TO EXHIBIT A O UH OH.
IT, IT GATHERS KEY TAKEAWAYS FROM ALL OF THE OTHER RESEARCH REPORTS THAT WERE INCLUDED IN YOUR PACKET.
I WOULD ENCOURAGE ANYONE IN THE PUBLIC WHO'S INTERESTED IN GOING DEEPER INTO THAT DATA.
IT IS AVAILABLE IN THE AGENDA PACKET, THE FULL REPORTS THAT THIS REFERS TO.
BUT I'M JUST GONNA DO A SORT OF OVERVIEW AND HIT SOME OF THE KEY TAKEAWAYS.
UM, FIRST, WHAT DID WE DO AND WHO DID WE TALK TO? UH, WE CONDUCTED A RESIDENT SENTIMENT SURVEY.
WE SENT POSTCARDS TO ALL OF THE RESIDENCES IN SEDONA, UH, WITH A LINK TO AN ONLINE SURVEY.
UH, THAT LINK WAS ALSO MADE AVAILABLE TO ANYONE WHO HAD THE LINK, ESSENTIALLY.
AND WE, WE RECEIVED AN ADDITIONAL 212 RESPONSES, UH, TO THAT SURVEY.
ROBERT, WERE THERE NO, THERE WERE NO DUPLICATIONS.
WERE THERE CHECKS AND BALANCES? BE SURE THE PEOPLE DIDN'T VOTE MORE THAN ONCE THERE.
THERE SHOULD NOT HAVE BEEN DUPLICATION BECAUSE THERE WERE SPECIFIC CODES ATTACHED TO EACH ONE.
WE ALSO CONDUCTED A COMMUNITY LISTENING SESSION ON JANUARY 22ND.
APPROXIMATELY 40, UH, PARTICIPANTS WERE THERE.
UM, AS ALL OF YOU KNOW, WE INTERVIEWED, UH, COUNCIL ONE-ON-ONE INTERVIEWS.
UM, WE CONDUCTED A LISTENING SESSION WITH THE LODGING COUNCIL.
WE CONDUCTED A LISTENING SESSION WITH THE TOURISM ADVISORY BOARD.
UM, UH, GEEZ, THIS SLIDE, I MANAGED TO PULL THAT OUT OF ORDER SOMEHOW.
UH, WE CONDUCTED A VISITOR INTERCEPT SURVEY OVER THE HOLIDAYS.
UH, WE HAD TEAMS, UH, STATIONED AT VARIOUS PLACES AROUND TOWN AND TRAIL HEADS.
UM, IF YOU REMEMBER, I'M SURE YOU REMEMBER, UH, BECAUSE OF THE CONSTRUCTION AND TRAFFIC WAS HEAVY.
UH, AND THAT'S WHEN THE, THOSE, UH, SURVEYS OCCURRED, UH, IN PART, UH, SO WE'LL SEE THAT REFLECTED IN THERE AS WELL.
582 VISITORS, UH, RESPONDED IN THAT SURVEY.
WE CONDUCTED AN INTERVIEW WITH THE DIRECTOR OF THE CHAMBER OF COMMERCE.
UM, WE CONDUCTED AN AWARENESS AND PERCEPTION SURVEY, UH, WHICH REACHED, UH, THERE WERE 2000 RESPONDENTS TO THAT.
UM, WE SENT THAT TO, UH, THE 10, UM, MARKETS THAT ARE, UM, ARE, ARE, THAT HAVE THE HIGHEST VISITATION IN SEDONA OVER THE LAST 10 YEARS.
UH, WHICH MARKETS COME TO VISIT.
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THEY ARE CHICAGO, DALLAS, LAS VEGAS, LOS ANGELES, MINNEAPOLIS, NEW YORK, PHOENIX, SAN DIEGO, SAN FRANCISCO, AND SEATTLE.UH, WE ALSO MEASURED, UH, THEIR ATTITUDES AGAINST SIX OTHER, UH, DESTINATIONS SIMILAR TO SEDONA, JACKSON, WYOMING, MOAB, UTAH, PARK CITY, UTAH, SANTA FE, NEW MEXICO, ST.
UM, SO THAT'S, THAT'S THE OVERVIEW OF WHO WE REACHED.
IT WAS A MASSIVE EFFORT, VERY EXTENSIVE, AND IT WAS ALL, UH, STATISTICALLY VALID DATA.
THAT WAS THE IMPORTANT PART OF IT, THAT IT WAS, IT IS STATISTICALLY VALID.
I'M GONNA TAKE ONE SECOND AND TRY TO MOVE THIS BACK TO WHERE IT BELONGS, WHICH IS DOWN HERE SOMEWHERE.
AND THEN I'M GONNA COME BACK HERE.
YEAH, IT'S NOT COOPERATING WITH ME.
SO DIGGING INTO, UH, THE RESIDENT SENTIMENT SURVEY AGAIN, KEY TAKEAWAYS.
UM, TOURISM NOT VIEWED FAVORABLY AMONG SEDONA RESIDENTS.
56% OF RESPONDENTS OPPOSE PROMOTING VISITATION TO THE AREA.
73% FEEL THE TOWN IS OVERCROWDED.
UH, FOCUSING ON SHOULDER SEASONS, MEANING, UH, MARKETING DURING WINTER AND SUMMER DOES NOT INCREASE SUPPORT.
UM, I'M, I'M NOT GOING TO READ EVERY SINGLE WORD ON THESE SLIDES 'CAUSE THAT WILL TAKE FOREVER, BUT I'LL GIVE YOU THE GIST OF IT.
UH, HOWEVER, FOR PEOPLE UNDER THE AGE OF 65 WHO ARE NOT RETIRED, UH, THEY ARE SIGNIFICANTLY MORE LIKELY TO BE SUPPORTIVE OF TOURISM PROMOTION AND HAVE A GREATER APPRECIATION FOR THE BENEFITS OF TOURISM.
PEOPLE WHO WORK IN TOURISM ARE MORE SUPPORTIVE OF PROMOTING SEDONA AS A DESTINATION.
AND SWITCHING TO SHOULDER SEASONS 11, UH, THE BIGGEST ISSUES ARE CLOSELY RELATED CROWDING CONGESTION AND GETTING AROUND TOWN.
I'M SORRY, BRIAN, I DIDN'T SEE YOU.
YEAH, I'M JUST CURIOUS, UH, MARY, AND, AND TEAM, IN YOUR EXPERIENCE SEEING RESIDENT SENTIMENT SURVEYS IN OTHER MARKETS.
SO, MARY, IN THE WORK YOU'VE DONE WITH OTHER CITIES, I ASSUME YOU'VE SEEN SOME RESIDENT SENTIMENT SURVEYS THERE, AND I'M JUST CURIOUS HOW, HOW NEGATIVELY SEDONAS VIEW OF TOURISM COMPARES WITH SOME OF THE OTHER MARKETS, PARTICULARLY THOSE THAT ARE WELL KNOWN FOR BEING OVER TOURIST.
DID SO ARE WE ANY MORE NEGATIVE THAN ANY OF THOSE OTHER PLACES YOU WIN
AND THAT'S NOT JUST US SAYING THAT, THAT'S ALSO THE, THE SURVEY COMPANY THAT WE UTILIZED WHO DOES LOTS AND LOTS OF RESIDENT SENTIMENT SURVEYS BEYOND WHO WE WORK WITH.
THAT WAS THEIR, THAT WAS THEIR STATEMENT AS WELL.
LIKE, GEE, THOSE PEOPLE REALLY DON'T LIKE TOURISM.
UM, HAVING SAID THAT, I MEAN, THERE'S SO MANY GOOD REASONS FOR IT, RIGHT? I MEAN, THERE'S, THERE'S SO MANY BOTTLENECKS, UM, IN TERMS OF TRAFFIC.
THERE'S, UM, YOU HAVE A GIANT METROPOLITAN AREA THAT'S REALLY, REALLY CLOSE TO YOU.
UM, YOU KNOW, YOU'VE, YOU'RE A WELL-KNOWN DESTINATION.
UM, THERE ARE LIMITED, THERE'S LIMITED PARKING, LIMITED TRAIL HEADS, LIMITED.
I MEAN, YOU KNOW, THERE'S JUST A LOT OF THINGS THAT WOULD CONTRIBUTE TO THAT.
I WILL ALSO SAY THAT WHAT CONTRIBUTED IT TO CONTRIBUTED WAS THE AGE OF THE POPULATION, UM, AND THE NUMBER OF RETIREES.
SO, UM, WE TYPICALLY FIND IN ANY DESTINATION, THE OLDER THE PERSON, THE, THE RETIRED, THE RETIRED FOLKS ARE TYPICALLY MORE NEGATIVE TOWARD TOURISM ANYWAY.
YOU HAPPEN TO HAVE A HIGHER POPULATION OF THAT.
ALSO, THE RESPONDENTS IN FROM THIS SURVEY HAPPENED TO BE SLIGHTLY HIGHER IN TERMS OF AGE AND RETIREES THAN CENSUS DATA.
SO, WHICH MEANS YOU HAD A LITTLE BIT, YOU HAD SOME ADDITIONAL PEOPLE, UM, WHO WERE SKEWING THE RESULTS TO SOME DEGREE.
HAVING SAID THAT, IT'S CERTAINLY SOMETHING TO TAKE VERY SERIOUSLY.
CONTINUING ON, UM, CROWDING CONGESTION AND GETTING AROUND TOWN OR BIG ISSUES.
95% OF RESPONDENTS RELY ON THEIR PERSONAL VEHICLE FOR TRANSPORTATION.
TWO THIRDS SAY THEY FREQUENTLY OR ALWAYS HAVE TROUBLE GETTING AROUND TOWN.
UM, VACATION RENTALS HAVE VERY LITTLE SUPPORT, UH, AMONG RESIDENTS, NEARLY 80% SAY THEY NEGATIVELY IMPACT NEIGHBORHOODS.
THREE QUARTERS SAY THEY'RE HERDING HOUSING SUPPLY.
AND TWO THIRDS SAY THE SHORT TERM RENTALS HAVE A MOSTLY NEGATIVE IMPACT ON THE COMMUNITY.
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MOST RESPONDENTS WERE NOT DEPENDENT ON OR INVOLVED WITH TOURISM.UM, BUT ABOUT HALF ARE FAMILIAR WITH TOURISM RELATED BUSINESSES IN TOWN.
UH, 73% AGREE THAT VISITORS ARE BENEFICIAL TO THE LOCAL ECONOMY.
AND 57% SAY THAT TAXES PAID BY VISITORS ARE BENEFICIAL FOR THE CITY AND ULTIMATELY PROVIDE IMPORTANT AMENITIES.
HALF BELIEVE SHOPPING AND DINING OPTIONS IN SEDONA ARE BETTER THANKS TO, UH, THANKS TO VISITORS.
TWO THIRDS OF RESPONDENTS SAY THE QUALITY OF LIFE IN SEDONA IS DECLINING.
12% THINK IT IS GETTING BETTER.
AND, UH, NEARLY 80% OF RESPONDENTS SAID THEY WERE VISITORS BEFORE THEY MOVED TO SEDONA.
SO THERE'S SOME TAKEAWAYS FROM OUR RESIDENT SENTIMENT SURVEY.
UM, THIS IS NOT WHERE THIS GOES, BUT I'LL, I'LL DO IT NOW INSTEAD OF MESSING WITH IT.
COUNCIL MEMBER INTERVIEWS, YOU WERE ALL THERE FOR THOSE, BUT I WILL READ THROUGH THEM FOR THE BENEFIT OF ANYONE WHO'S LISTENING OR WATCHING.
WE UNDERSTAND WE LIVE IN A SPECIAL PLACE THAT PEOPLE WANT TO VISIT.
WE NEED TO FIND BALANCE BETWEEN RESIDENT QUALITY OF LIFE AND BUSINESS PROSPERITY.
WE NEED MORE COMMUNICATION WITH RESIDENTS.
DATA IS A KEY COMPONENT IN DRIVING FUTURE DECISIONS AND STRATEGIES.
TRAFFIC IS CLEARLY THE BIGGEST CHALLENGE, AND WE'LL TAKE A LOT OF WORK FROM A LOT OF DIFFERENT ANGLES TO SEE IMPROVEMENT.
WE NEED MORE EDUCATION FOR ALL VISITORS AND TARGETING TO THOSE VISITORS WHO WILL RESPECT OUR RESIDENTS AND THE NATURAL SURROUNDINGS.
ARTS CULTURE AND FAMILY FOCUSED AMENITIES ARE LESS EMPHASIZED THAN THEY COULD BE.
AND WE NEED BETTER COORDINATION BETWEEN THE CITY'S TOURISM EFFORTS, THE CHAMBER LODGING COUNCIL, AND OTHER VERDE VALLEY ENTITIES.
ARE THESE IN A RANKED ORDER? NO, MELISSA, SO THIS IS, UM, THE PHRASE QUALITY OF LIFE CAN MEAN MANY THINGS TO DIFFERENT PEOPLE.
DO YOU HAVE ANY IDEA WHAT PEOPLE ARE REFERRING TO IN THIS EQUALITY OF LIFE? ARE THEY TALKING ABOUT THE FACT AROUND HEALTHCARE BEING AVAILABLE, ESPECIALLY GIVEN THE, OUR OUR POPULATION AGE GROUP? ARE THEY TALKING ABOUT, UM, JUST TRAFFIC ISSUES? ARE THEY TALKING ABOUT HOW EXPENSIVE IT IS TO, YOU KNOW, BUY GROCERIES? OR WHAT DO YOU DO? YOU KNOW HOW WE'RE TALKING ABOUT QUALITY OF LIFE HERE? LIKE WHEN YOU, WHEN WE TRY TO IMPROVE QUALITY OF LIFE, WE KIND OF HAVE TO UNDERSTAND WHAT THEY THINK IS WRONG WITH, WITH THE QUALITY OF LIFE IN ORDER FOR US TO GO FORWARD.
UH, I WOULD HAVE TO LOOK BACK SPECIFICALLY AT ALL OF THE, THE QUESTIONS THAT WERE ASKED IN THE ACTUAL REPORTS THEMSELVES TO GET A SENSE OF THAT.
IN, IN THIS CASE, I'M TRYING TO FIND THE RIGHT SPOT SO I DON'T ECHO.
UM, IN THIS CASE, THIS, THIS CAME OUT OF, WELL, AS YOU ALL KNOW, MY INTERVIEWS WITH YOU ALL.
AND, UM, AND I, I PROBABLY WOULD IMAGINE THE WORDS QUALITY OF LIFE CAME UP A LOT AMONGST A LOT OF INTERVIEWS.
AND, UM, AND I WOULD IMAGINE PROBABLY EACH OF YOU DID HAVE A DIFFERENT DEFINITION OF WHAT QUALITY OF LIFE WAS.
BUT BECAUSE IT CAME UP SO OFTEN AND BECAUSE QUALITY, QUALITY OF LIFE ENDS UP BEING A THING THAT A LOT OF PEOPLE TALK ABOUT, LIKE, WHAT IN OUR RESIDENT SENTIMENT SURVEY IS THE QUALITY OF LIFE IMPROVING OR DECREASING? AND, YOU KNOW, THEY GENERALLY SAY DECREASING.
AND THAT TO ME SAYS THAT WHATEVER YOUR DEFINITION OF QUALITY OF LIFE, YOU KNOW, YOU'RE NOT FEELING LIKE YOU'RE GETTING IT.
UM, I, I THINK BASED ON WHAT PEOPLE SAY ARE THEIR BIGGEST HOT POINTS, TRAFFIC, UM, CROWDING THE, UM, YOU KNOW, BEING ABLE TO GET WHERE YOU WANNA GET WHEN YOU WANNA GET IT, UM, HAVING THINGS THAT, THERE WERE A NUMBER OF PEOPLE WHO TALKED ABOUT HAVING THINGS AVAILABLE FOR FAMILIES, HAVING COMMUNITY GATHERING PLACES, THOSE KINDS OF THINGS PROBABLY ALL FALL INTO THAT CATEGORY, BUT WE DIDN'T NECESSARILY TEASE IT OUT VERY SPECIFICALLY THROUGH THIS SET OF INTERVIEWS.
I WAS CURIOUS, IS THERE ANY, AND I FILLED OUT THAT SURVEY, BUT IT WAS A WHILE AGO, SO I DON'T REALLY REMEMBER THE DEMOGRAPHIC PIECE OF IT.
UH, ARE YOU ABLE TO CAPTURE HOW LONG SOMEBODY'S LIVED HERE AND THAT TYPE OF DEMOGRAPHIC INFORMATION AND SEE WHETHER PEOPLE WHO ARE NEWER TO TOWN HAVE A DIFFERENT VIEW THAN PEOPLE WHO HAVE BEEN HERE FOR, YOU KNOW, 10 YEARS OR MORE, OR 30 YEARS OR MORE? YEAH, I REMEM
I KNOW WE CAUGHT NEIGHBORHOODS.
UM, I'M TRYING TO REMEMBER IF WE ACTUALLY SPECIFICALLY ASKED HOW MANY YEARS PEOPLE LIVED HERE.
I I'M GONNA HAVE TO GET BACK TO YOU ON THAT ONE.
I, I, I, MY EXPERIENCE IS THAT SOME OF IT DIFFERS
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BASED ON LONGEVITY.UM, ALTHOUGH IT'S INTERESTING, SOMETIMES WHAT WE'LL SEE ARE THESE WEIRD PATTERNS WHERE WE HAVE THE PEOPLE WHO'VE BEEN THERE A VERY, VERY LONG TIME.
YOU KIND OF KNOW HOW THEY FEEL AND THEN YOU'LL BE SURPRISED AT PEOPLE WHO'VE LIVED THERE LESS THAN THREE YEARS WHO WILL SAY, YEAH, THAT'S ENOUGH.
I WANT, I DO WANT TO DIG INTO THAT AND SEE IF WE HAVE THAT TAB.
THE, UH, COMMUNITY LISTENING SESSION.
UH, IT WAS HERE THAT THERE WAS A STRONG, AGAIN, A STRONG VOICE IN FAVOR OF ENVIRONMENTALLY RESPONSIBLE TOURISM MARKETING.
UM, OTHER, UM, OTHER TOPICS LIKE TRAFFIC MANAGEMENT, BALANCING THE SEASONAL VISITATION CYCLE, ADDRESSING, UH, WORKFORCE HOUSING, MORE RESIDENT INVOLVEMENT AND EDUCATION TRAILHEAD MANAGEMENT, COLLABORATION ACROSS JURISDICTIONS AND STRONG AND CONSISTENT MESSAGING, UM, IN, IN THE MARKETING SPACE.
I'M JUST GONNA JUMP IN REALLY QUICK.
I THINK THERE WERE, UM, I KNOW THERE WERE AT LEAST A FEW COUNCIL MEMBERS WHO WERE AT THAT COMMUNITY LISTENING SESSION, AND I THINK THERE WAS SOME TAB MEMBERS THERE AS WELL.
UM, WHAT WE FOUND INTERESTING ABOUT THE COMMUNITY LISTENING, LISTENING SESSION AS OPPOSED TO THE RESIDENT SENTIMENT SURVEY IS THAT IT FELT LIKE PEOPLE WERE MUCH MORE INTERESTED IN SOLVING PROBLEMS RATHER THAN JUST COMPLAINING ABOUT THINGS.
UM, WHICH I JUST THOUGHT WAS, UM, AN INTERESTING AND POSITIVE SIGN.
TOURISM ADVISORY, BOARD LISTENING SESSION.
UH, WE WANT TO ATTRACT THE KIND OF VISITORS WE WANT AND THOSE, THOSE WHO RESPECT THE LAND AND SPEND MONEY AND DISCOURAGE THOSE THAT WE DON'T WANT.
WE WANNA PROMOTE SUMMER IN WINTER, UH, REINTRODUCE THE THINGS THAT HAVE BEEN LOST OR GOTTEN BURIED.
FIND THAT BALANCE BETWEEN RESIDENT AND BUSINESS NEEDS AND DESIRES.
UH, REDUCE RESIDENT UNHAPPINESS.
UH, WE NEED BETTER DATA AND DECISIONS BASED ON THAT DATA.
UM, THEY IDENTIFIED FOUR ELEMENTS NEEDED FOR A BALANCED VISITOR ECONOMY, QUALITY OF LIFE FOR RESIDENTS, PROTECT THE ENVIRONMENT, A POSITIVE VISITOR EXPERIENCE, AND BUSINESS PROSPERITY.
UH, THEY'RE LOOKING FOR A UNIFYING BRAND FOR THE DESTINATION THAT RESONATES WITH RESIDENTS, STAKEHOLDERS AND VISITORS.
AND THEY ACKNOWLEDGED THAT SEDONA CAN BE AND IS OCCASIONALLY A QUIRKY, SPECIAL AND UNIQUE PLACE.
ALL RIGHT, LODGING COUNCIL LISTENING SESSION.
UH, SUSTAINABILITY MESSAGE AND MANAGEMENT IS IMPORTANT.
AND ALSO MAKE SURE PEOPLE KNOW WE WELCOME THEM.
THOSE TWO SENTIMENTS WERE ECHOED AT THE MOST RECENT LODGING COUNCIL MEETING AS WELL, WHERE I WAS AT THOSE HOLDING THOSE TWO THINGS TOGETHER.
UM, IMPORTANT SUSTAINABILITY MESSAGE AND ALSO A WELCOMING MESSAGE.
UH, THEY WOULD LIKE TO UTILIZE TRADITIONAL LODGING PROPERTIES TO ASSIST MORE IN CONVEYING THE SUSTAINABILITY MESSAGING TO VISITORS.
UH, THEY WANT TO STRATEGICALLY MARKET TO OUR MARKETS AND THOSE, UH, INCLUDING THOSE WITHIN THE STATE, THEY RECOGNIZE WE ARE A REGIONAL ECONOMY.
AND NOT JUST SEDONA, BUT THE WHOLE VERDE VALLEY.
THEY WOULD LIKE TO SEE THE CITY CHAMBER AND LODGING COUNCIL COLLABORATING.
UM, THEY SAY THAT DAY TRIPPERS CONTRIBUTE TO A BALANCED ECONOMY AND BECOME A SOURCE FOR FUTURE OVERNIGHT VISITORS SO THAT WE DON'T WANT TO IGNORE DAY TRIPPERS.
UM, AND THEY WOULD LIKE TO SEE A FRESH APPROACH TO MARKETING.
UM, THIS WAS WITH THE DIRECTOR OF THE CHAMBER OF COMMERCE.
UH, THE CHAMBER WOULD LIKE TO SEE A BALANCED TOURISM ECONOMY THAT IS UNDERSTOOD AND DEFINED.
UM, THEY'D LIKE TO SEE THE COMMUNITY RALLY AND SPEAK WITH ONE VOICE.
UH, PRESERVATION OF OUR LAND IS IMPORTANT TO THE CHAMBER.
PRESERVATION OF COMMUNITY CHARACTER IS KEY TO THE CHAMBER.
THE LIVELIHOOD OF RESIDENTS, WORKERS, BUSINESSES, ECONOMIC OUTLOOK ARE ALL GOALS OF THE CHAMBER.
UH, WITH THE CITY MANAGING THE LARGER TOURISM WORK, THEY APPRECIATE THE ABILITY FOR THE CHAMBER TO FOCUS ON THE BUSINESS COMMUNITY AND NEEDS.
THEY SUGGEST THAT WE ALL NEED TO LISTEN AND ACTUALLY HEAR THE BUSINESS COMMUNITY WHEN IT SPEAKS.
UM, AND THEY SAY THE CITY SHOULD BE LEADING THE SUSTAINABLE TOURISM EFFORT.
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OKAY.VISITOR INTERCEPT SURVEY VISITORS HAVE A STRONG POSITIVE FEELING TOWARDS SEDONA.
THEY AWARDED THE CITY A NET PROMOTER SCORE, NPS OF 90, WHICH IS EXTREMELY HIGH FOR A LEISURE TRAVEL DESTINATION.
UM, FOR ANYONE WHO DOESN'T KNOW, I JUST WANNA SAY A NET PROMOTER SCORE IS BASED ON A SINGLE QUESTION, WHICH IS, WOULD YOU RECOMMEND THIS DESTINATION TO A FRIEND OR FAMILY MEMBER? THE SCORE RANGES FROM NEGATIVE A HUNDRED TO POSITIVE 190 IS EXTREMELY HIGH.
UM, GO ONLINE AND LOOK UP THE, UH, NET PROMOTER SCORE OF YOUR FAVORITE BRAND.
THEY, YOU'LL SEE THAT 90 IS EXTREMELY HIGH.
UM, THIS NET PROMOTER SCORE WAS REINFORCED BY A SATISFACTION RATING OF 4.8.
ON A SCALE OF ONE TO FIVE, ALL ASPECTS OF SEDONA ARE RATED HIGHLY TRAILS, SMALL TOWN CHARM, FRIENDLINESS, CUSTOMER SERVICE, TOP.
THE LIST GETTING AROUND TOWN WAS THE LOWEST RANKED ATTRIBUTE AT 4.5 OUT OF FIVE.
SO THAT WAS
UM, THEY WERE PERFECTLY HAPPY TO SIT IN THAT TRAFFIC, APPARENTLY.
THAT'S WHAT THE DATA WOULD TELL US, ROB.
THAT WAS THE SAME TIME PERIOD WHERE WE WERE DOING ROAD CONSTRUCTION AT THE Y YES.
CAN I GO BACK TO THE, UH, NET PROMOTER SCORE? YES.
IS THERE ANOTHER JURISDICTION THAT RECEIVES 90, LIKE OF WHAT WE VIEW AS OUR COMPETITION? THAT'S AN EXCELLENT, OF, OF ALL THE BRANDS THAT I DID LOOK UP, VICE MAYOR, I DID NOT LOOK FOR OTHER DESTINATIONS.
AND WORLD CLASS IS CONSIDERED ABOVE 60.
GENERALLY SPEAKING, 90 IS EXTRAORDINARILY HARD TO ACHIEVE IN THE, THE SURVEY, UM, COMPANY WHO DID THIS, I KNOW THEY NOTED THAT.
I DON'T THINK THEY'D EVER SEEN A 90 BEFORE FOR THE OTHER DESTINATIONS WHERE THEY'VE DONE VISITOR INTERCEPTS.
UM, AND I'VE RECENTLY DONE SOME AND THEY'VE BEEN LIKE, YOU KNOW, 60 AND WE FELT GOOD ABOUT IT,
UM, WE SCORED TWICE ENOUGH FOR THEM TO NOTICE, RIGHT? ONE, THE SENTIMENT OF OUR RESIDENTS AND THE OTHER, THE SENTIMENT OF OUR TOURISTS, OUR VISITORS, RIGHT.
AND, UH, THEY'RE AP DIAMETRICALLY OPPOSITE.
AND THAT'S REALLY IS BOTH THE HIGHEST OR THE LOWEST THEY'VE EVER SEEN.
UH, NEARLY 80% OF VISITORS DURING THE HOLIDAY PERIOD WERE FROM OUT OF STATE.
CALIFORNIA WAS THE LARGEST CONTRIBUTOR.
LOS ANGELES, SAN DIEGO, AND SAN FRANCISCO.
UM, MOST ARIZONA VISITORS WERE FROM PHOENIX.
INTERNATIONAL VISITORS ACCOUNTED FOR 10, UH, SORRY, 10% OF RESPONDENTS AND HALF OF THOSE WERE CANADIAN.
UM, MOST VISITORS INTERVIEWED WERE ON THEIR FIRST TRIP TO SEDONA.
ON AVERAGE REPEAT VISITORS WERE ON THEIR SEVENTH VISIT TO SEDONA.
I HAVE A QUESTION, ROB, CAN YOU JUST ASK ME JUST ONE SECOND? YES.
JESSICA, UH, JUST REMIND ME AGAIN, HOW MANY DIFFERENT POINTS WERE THE, DID YOU GO TO THE INTERCEPT SURVEY AND WERE THE TRAIL HEADS AND UPTOWN OR SOMEPLACE ELSE? YES.
DO YOU KNOW OFF THE TOP OF YOUR YEAH, IT WAS, UM, I THINK THERE WERE AT LEAST 10 AND WE DO HAVE A LIST OF THEM.
UM, AND THEY WERE UPTOWN TALKY, P TRAILHEAD, UM, AND THEN OTHER RANDOM PLACES LIKE WHOLE FOODS.
AND, UM, THERE WAS, UM, I THINK, OH, UP AT THE AIRPORT, UM, AT THE AIRPORT TRAILHEAD.
AND A COUPLE OF, AND SOME SHUTTLE TRAILHEADS.
ALTHOUGH I WILL SAY THAT THE SHUTTLE TRAIL HEADS, THEY HAD LESS LUCK GETTING PEOPLE TO STOP, BUT BECAUSE THEY WANNA GET ON AND OFF.
WAS THERE ANY DIFFERENCE IN SATISFACTION SCORES BETWEEN SOMEONE WHO WOULD, IT'S THEIR FIRST VISIT, OR SOMEONE? IT'S THEIR FIFTH VISIT, SO IT WAS THAT HIGH FOR EVERYBODY.
UH, OVERNIGHT STAYS AVERAGED JUST OVER FOUR NIGHTS.
TOP ACTIVITY WAS, UH, ENJOYING THE SCENERY, FOLLOWED CLOSELY BY HIKING, DINING, AND SHOPPING.
NEARLY THREE QUARTERS OF VISITORS SAID THEY WENT HIKING WHILE THEY WERE IN TOWN.
UH, TOURISM SPENDING IS SIGNIFICANT IN SEDONA.
ON AVERAGE, VISITORS SPEND OVER $100 PER DAY ON DINING, NEARLY $50 PER DAY ON SHOPPING TOURISMS AND EXCURSIONS.
VISITORS SPEND NEARLY $40 PER PERSON PER DAY ON GUIDED ACTIVITIES IN AND AROUND SEDONA.
AVERAGE NIGHTLY LODGING RATE WAS REPORTED AT $275 WITH NEARLY HALF OF OVERNIGHT GUESTS SPENDING MORE THAN $300 NIGHTLY.
CAN, IF I CAN ADD A REALLY QUICK NOTE ALSO
[00:30:01]
ON THIS, UM, I KNOW WE ARE INTERESTED BECAUSE WE'RE INTERESTED IN WHAT PEOPLE THINK ABOUT SEDONA, BUT THIS INTERCEPT SURVEY ALSO SHOWED US REALLY CLEARLY THE VALUE OF THE OFF SEASON VISITOR.A LOT OF TIMES THEY'VE COME FROM, YOU KNOW, FARTHER AWAY.
THEY'RE NOT JUST FROM PHOENIX, THEY'RE SPENDING A LOT OF MONEY WHILE THEY'RE HERE.
THEY'RE VERY HAPPY WITH WHAT'S HAPPENING WHILE THEY'RE HERE, EVEN THOUGH IT'S WINTER WHEN IT'S NOT NECESSARILY WHAT A LOT OF US MIGHT CONSIDER OPTIMAL CONDITIONS.
UH, DO WE KNOW HOW OUR VISITORS SPEND BEHAVIOR THIS A HUNDRED PER DAY ON DINING, 50 ON SHOPPING, ET CETERA, HOW THAT COMPARES WITH OTHER PEER MARKETS? YEAH, THAT'S HIGH TOO.
UM, WE, IN FACT, WE ADJUSTED OUR, UM, WE ADJUSTED OUR ATTRIBUTION DOLLARS BASED ON THESE, UM, SPENDS, ADJUSTED 'EM UP BECAUSE, UM, THEY'RE ABOVE AVERAGE OF THE TYPICAL SPENDS THAT WE SEE IN OTHER, IN OTHER DESTINATIONS.
PARTICULARLY SMALLER DESTINATIONS.
IT WAS, IT, UM, IT WAS LIKE A TO DOWN VERSION OF WHAT WE
UH, SO I'M HEARING THAT THE ANSWER IS NO, THIS, UH, WAS PRESENTED TO THE TAB.
THIS, THIS FULL REPORT WAS PRESENTED TO THE TAB.
'CAUSE THIS IS REALLY INFORMATIVE WHERE WE'VE NEVER GOT THIS IN DEPTH.
UH, AWARENESS AND PERCEPTION SURVEY.
SO, UH, THIS IS THE ONE THAT WENT OUT TO THE 10 FEEDER MARKETS, 10 MOST POPULAR FEEDER MARKETS.
SEDONA HAS EXTREMELY HIGH UNAIDED AWARENESS ACROSS POTENTIAL TARGET MARKETS, PARTICULARLY HIGH IN PHOENIX.
UM, UNAIDED AWARENESS, MEANING IF YOU WERE TO ASK SOMEONE, UH, WHERE WOULD YOU LIKE TO VISIT IN ARIZONA, BUT YOU DON'T CUE THEM WITH POTENTIAL PLACES TO VISIT.
AND THEY MENTION SEDONA, THAT'S UNAIDED AWARENESS.
UM, 60% OF IANS SURVEYED, AND I WANNA BE CLEAR THAT I'M NOT SAYING 60% OF IANS JUST THE ONE SURVEYED INTEND TO VISIT SEDONA IN THE NEXT 12 MONTHS.
LOS ANGELES, 22% WITH INTENT TO VISIT IN THE NEXT 12 MONTHS.
UM, BUT EVERY MARKET SURVEYED HAS A HIGH INTENT TO VISIT SEDONA AT SOME POINT.
UM, THE MOST DESIRABLE MONTH FOR VISITATION IS APRIL, DECEMBER IS THE LOWEST.
JUST A REAL, REAL QUICK QUESTION.
WHEN WE'RE TALKING ABOUT MARKETS, UM, DO YOU HAVE ANY FEELING FOR THE OVERSEAS MARKETS? UM, AND I JUST SAY THAT BECAUSE WHEN I LIVED IN ENGLAND, I WOULD SEE SEDONA IN THE TUBE STATIONS.
AND, UM, YOU'D ASK ANYONE, THEY SAY, WHERE ARE YOU FROM? YOU SAY, SEDONA, OH, I'VE EITHER BEEN THERE OR SOMEPLACE I WANT TO GO.
SO I WAS JUST WONDERING IF WE HAD ANY IDEA OF WHAT'S GOING ON OVERSEAS.
WELL, I'M LOOKING AROUND TO SEE IF HEATHER'S HERE.
DID YOU WANNA ANSWER THIS
PODIUM SO YOU DON'T HAVE TO BEND DOWN.
UM, SO I WOULD SAY THERE'S OBVIOUSLY STRONG INTEREST AND STRONG FAMILIAR FAMILIARITY WITH SEDONA AND ALSO ARIZONA IN GENERAL.
AND WITH THE NEW NONSTOP FLIGHT COMING IN FROM AIR FRANCE THAT WILL BE LAUNCHING IN MAY FROM DIRECT FROM PHOENIX TO PARIS, TUESDAY, THURSDAYS, AND SATURDAYS, THAT'S ONLY GOING TO INCREASE.
AND WITH THE NEW OUTREACH THAT THE ARIZONA OFFICE OF TOURISM IS GOING TO BE ADDING FOR DIRECT, UH, WITH BETWEEN FRANKFURT IN GERMANY, PARIS, AND LONDON, THERE'LL BE EVEN MORE EXPOSURE.
AND JUST BASED ON THEIR PLAN OF WORK FOR FISCAL YEAR 24, 25, IT'S HEAVY IN THE INTERNATIONAL MARKET.
SO I KNOW MYSELF PERSONALLY, I WILL BE OVER THERE.
I WILL BE IN PARIS AT LEAST THREE TIMES IN THE NEXT FISCAL YEAR.
LONDON, PROBABLY THREE TIMES IN GERMANY, PROBABLY THREE TIMES.
UM, SEDONA IS THE THIRD HIGHEST RATED ARIZONA DESTINATION BEHIND THE GRAND CANYON AND PHOENIX.
UH, IT'S AHEAD OF TUCSON, FLAGSTAFF IN SCOTTSDALE.
[00:35:01]
FAMILIAR AND MOST VISITED OF THE DEFINED COMPETITIVE MARKETS.AGAIN, THOSE ARE JACKSON, WYOMING, MOAB, PARK CITY, SANTA FE, ST.
UM, SEDONA ALSO HAS THE HIGHEST LEVEL OF INTEREST FROM RESPONDENTS IN TERMS OF, UH, INTENT TO VISIT IN THE FUTURE.
AGAIN, WITH SANTA FE COMING IN SECOND.
UM, TRAVELER PROFILES, THIS IS ONE OF THOSE KEY THREADS THAT WE'RE GONNA CARRY THROUGH TO THE END.
SO I'M, I'M GONNA PUT A LITTLE STAR NEXT TO THIS.
UM, THEIR TRAVELER PROFILES FIT, UH, THREE PERSONAS.
SUSTAINABILITY, PRIORITIZERS, LEAVE NO TRACE ADHERENCE AND HIGH VALUE TRAVELERS.
THOSE ARE THREE PERSONAS THAT MATCH BOTH WHAT THE RESIDENTS SAY THEY WANT TO SEE COME TO SEDONA AND WHAT THE BUSINESSES SAY THEY WANT TO SEE COME TO SEDONA.
SO WE ARE, THEY MATCH ZEROING IN PERHAPS ON A DEMOGRAPHIC THAT WILL HOPE, MAYBE PLUG THEM RIGHT INTO WHERE WE NEED THEM TO BE.
I'LL LET THE EXPERTS SPEAK MORE TO THAT LATER.
THAT WILL, THAT WILL COME UP LATER.
BUT, UM, I JUST, LIKE I SAID, I WANNA PUT A A LITTLE STAR NEXT TO THAT.
THEY, THOSE THREE PROFILES RANKED ABOVE THE TOTAL SAMPLE RESPONSE IN THEIR INTEREST AND INTENT TO COME HERE, WHICH IS ALSO, UM, UH, POTENTIALLY ADVANTAGEOUS FOR US.
AWARENESS AND PERCEPTION CONTINUED.
UM, WHY DO PEOPLE COME HERE? TO BE SURROUNDED BY NATURAL SCENIC BEAUTY FOR REST AND RELAXATION, TO BE OUTDOORS AND EXPERIENCE NATURE AND TO SEEK ADVENTURE.
UH, AVERAGE PLANNING TIMEFRAME IS NEARLY FIVE MONTHS.
UM, IT CAN BE AS SHORT AS TWO TO FOUR WEEKS.
AVERAGE NUMBER OF NIGHTS PEOPLE SAID THEY WOULD STAY IS 3.4.
MOST COME WITH A SIGNIFICANT OTHER OR FRIENDS.
BUT 45% OF THOSE WHO ARE HIGHLY LIKELY TO VISIT IN THE NEXT 12 MONTHS SAID THEY WOULD BRING CHILDREN.
I THOUGHT THAT WAS INTERESTING.
12% OF RESPONDENTS SAID THEY WOULD ONLY STAY IN A VACATION RENTAL.
UM, AND AGAIN, TRAFFIC AND CROWDS WERE AT THE BOTTOM OF THE LIST OF REASONS WHY RESPONDENTS WOULD NOT VISIT SEDONA.
TOP REASONS WERE NOT ENOUGH TIME, LACK OF AWARENESS AND COST.
AND, AND AGAIN, JUST TO PUT SOME CONTEXT ON THAT, WHAT WE ASKED THAT QUESTION, UM, IN PART BECAUSE THERE WAS GREAT CONCERN, UM, FROM THE LODGING COUNCIL, I THINK FROM TAB AS WELL, THAT THERE, THE WORRY WAS, PEOPLE KNOW THIS PLACE IS OVERCROWDED, THERE'S A BUNCH OF TRAFFIC, THEREFORE THEY'RE NOT GONNA COME.
SO FROM OUR, UM, INTERCEPTS AND FROM OUR AWARENESS PERCEPTION, WE'RE SEEING THAT WHAT WE PERCEIVE AS PROBLEMS ARE NOT PERCEIVED AS PROBLEMS BY ANY OF OUR VISITORS.
SO FOR THOSE TOP FOUR REASONS THAT PEOPLE ARE VISITING, IT'S ALL, WELL, I GUESS THE SECOND ONE ISN'T NECESSARILY OUTDOORS, BUT ONE, THREE AND FOUR CERTAINLY IMPLY A HEAVY OUTDOOR EMPHASIS.
AND WE WANT TO SAY THAT, OH, BUT WE'RE ALSO ARTS, CULTURE, FOOD, ET CETERA,
SO HOW BIG IS THE GAP BETWEEN WHAT WE THINK WE WANT AND WHAT PEOPLE SAY ACTUALLY IS THE REASON WHY THEY'RE HERE? THAT'S FUNNY THAT YOU SHOULD SAY THAT BECAUSE WE ALL INTERNALLY, UM, WERE SURPRISED AT HOW BIG THE GAP WAS.
WE THOUGHT WE WOULD SEE, UM, SPIRITUAL CULTURE, ARTS, ALL OF THOSE THINGS COME UP HIGHER AND THEY WERE ACTUALLY FAIRLY LOW.
AND SO WHAT THAT SAID TO US WAS THAT IF THAT IS SOMETHING THAT IN FACT WE WANT TO, UM, GET ACROSS IN TERMS OF PEOPLE'S PERCEPTION, IT'S SOMETHING WE'RE GONNA HAVE TO ACTUALLY DO SOME WORK ON.
OKAY, VICE MAYOR HAVE TO MARKET IT.
I, I THINK THAT, THAT FOR EVERY PIECE OF ADVERTISING I'VE SEEN, IT'S ALL THE BEAUTY OF SEDONA AND NOTHING ELSE.
SO IT WORKS, RIGHT? I MEAN, THAT'S WHAT PEOPLE SEE.
SO THEORETICALLY, IF WE SHOWED OUR MESSAGE WAS DIFFERENT, THEN THEY MIGHT, ALTHOUGH EVERYBODY HAS TO EAT, BUT THEY MIGHT BE HERE FOR OUR DINING OPPORTUNITIES OR OUR ARTS AND CULTURE.
BUT I ALSO ASK FROM THE STANDPOINT OF, ARE WE FOOLING OURSELVES? RIGHT? RIGHT.
AND I'M NOT SUGGESTING THAT WE'RE FOOLING OURSELVES, BUT THE DATA CERTAINLY IS NOT SUPPORTIVE AND WOULD SUGGEST MAYBE WE ARE.
SO IT MAKES YOU THINK ABOUT LIKE THAT SANTA FE COMPARISON, RIGHT? SANTA FE IS I THINK, PRETTY WELL KNOWN FOR ARTS CULTURE AND THEIR, YOU KNOW, THEIR DISTANT SECOND BEHIND SEDONA IN TERMS OF PEOPLE'S INTEREST IN VISITING.
AND, AND SANTA, YOU KNOW, I THINK IT'S THE REVERSE BECAUSE SANTA FE HAS BEAUTIFUL OUTDOORS, HIKING TRAILS, PLACES TO GO.
[00:40:01]
YOU MAY HAVE TO DRIVE A LITTLE WAYS, BUT EXACTLY.BUT THEY'RE KNOWN FOR ARTS AND CULTURE.
SO THAT'S WHAT THEY'VE CHOSEN TO EMPHASIZE.
AND I GUESS WE'VE CHOSEN TO EMPHASIZE OUR OUTDOORS AND OUR NATURAL BEAUTY.
I DON'T KNOW THAT THEY'RE MUTUALLY EXCLUSIVE THOUGH.
I DON'T THINK THEY HAVE TO BE.
I JUST THINK THAT, YEAH, THAT'S THE POINT, RIGHT? IF SANTA FE HAS LEANED ON ARTS AND CULTURE AND WE LIKE IT OR NOT, PURPOSELY OR NOT, MM-HMM.
SO THEN ONE OF THE QUESTIONS BECOMES IS THE PERSONA OF THE PERSON, PERSONS THAT ARE MORE ARTS AND CULTURE ORIENTED.
WHAT ARE THEIR BEHAVIORS AND ARE THEY EVEN BETTER OR NOT IN TERMS OF HOW LONG THEY STAY, HOW MUCH THEY SPEND? WHICH JUST GETS INTO MORE OF THE, I I THIS IS THIRD TIME NOW I'M ASKING SOMETHING BENCHMARK RELATED, RIGHT? HOW DO WE COMPARE AGAINST OUR PEERS? WHICH IS NOT A COMPLAINT, BY THE WAY, IT'S JUST OBVIOUS.
AND WE DO HAVE THOSE CROSS TABS,
UM, ARE THEY THE SAME PEOPLE OR DIFFERENT PEOPLE? AND BY WHAT PERCENTAGE? SO ARE THE PEOPLE WHO ARE GOING FOR THE ARTS AND THE CULTURES IN SANTA FE, DO THEY COME HERE? UM, OR DO THEY NOT COME HERE? AND IF THEY COME HERE, HOW, HOW ARE THEY BEHAVING WHEN THEY'RE HERE? SO THERE'S, YOU KNOW, WHAT, WHAT'S THE DIFFERENCE IN, IN THE TOURISM THAT'S BETWEEN THE TWO? 'CAUSE MAYBE WE CAN LURE SOME OF THOSE PEOPLE IF IT'S ALREADY A PRETTY HIGH ANYWAY.
HOW DO WE LURE MORE OF THOSE PEOPLE TO COME HERE, EVEN IF WE'RE NOT ARTS AND CULTURE? HEY, GO DO YOUR ARTS AND CULTURE STUFF, WANDER AROUND THE PLAZA AND THEN COME ON OVER HERE WHERE IT'S ACTUALLY REALLY BEAUTIFUL AND YOU'LL REALLY ENJOY IT AND RELAX.
SO, I MEAN, I DON'T KNOW, I'M NOT A MARKETING PERSON, BUT IT'D BE INTERESTING TO SEE WHAT THE OVERLAPS ARE AND, UM, WHAT, TO BRIAN'S POINT, WHAT THE SYNERGIES MIGHT BE.
AND WE CAN DEFINITELY LOOK AT THAT.
I THINK, I THINK I JUST WANNA EMPHASIZE THAT THE NUMBERS WERE, WE WERE SURPRISED AT HOW SMALL THE NUMBER WAS, THE NUMBERS WERE IN TERMS OF THOSE PEOPLE WHO PRIORITIZED ARTS AND CULTURE, AND THEN THE PEOPLE WHO SAID THEY WOULD COME TO SEDONA BECAUSE OF ARTS AND CULTURE.
BOTH OF THOSE NUMBERS WERE REALLY SMALL.
THAT'S NOT TO SAY BY ANY MEANS THAT YOU CAN'T, YOU KNOW, HAVE A NICHE ELEMENT OF YOUR CAMPAIGN THAT SPECIFICALLY TARGETS THOSE PEOPLE WITH SOME ELEMENT OF YOUR BUDGET TO GET THEM TO DO A CERTAIN THING.
BUT TO BE HONEST, A LOT OF TIMES WHAT WE'RE DEALING WITH IS, YOU KNOW, IF IT'S, UM, WINTER, SUMMER, AND YOU'RE TRYING TO MAXIMIZE RELATIVELY SMALL DOLLARS, THEN YOU START CARVING THOSE DOLLARS UP INTO DIFFERENT NICHES AND YOU JUST, YOU KNOW, IT'S HOW EFFECTIVE CAN YOU BE WITHIN EACH NICHE? BUT IT'S SOMETHING THAT IS ABSOLUTELY WORTHY OF DISCUSSION.
AND OVER TIME, AS WE DEVELOP A BROADER MARKETING PLAN, WHICH WE'RE STILL WORKING ON, BY THE WAY, UM, THAT'S, THAT'S OUR OPPORTUNITY TO START TO ADDRESS THOSE GROUPS AND HOW WE WANNA ADDRESS 'EM AND WHERE IT MAKES SENSE.
MAYBE IT'S A WHOLE ORGANIC SOCIAL PUSH, YOU KNOW, MAYBE, I MEAN, THERE'S A NUMBER OF THINGS I THINK THAT WE CAN DO IN THAT AREA.
AND, UM, AND I KNOW THAT THERE'S A REAL INTEREST IN THAT, AND NOT JUST FROM THIS BODY CONTINUE.
UH, ONE MORE SLIDE FROM THIS REPORT, UM, OVERARCHING THEMES.
HOW CAN WE PULL SOME OF THESE NUMBERS TOGETHER? RESIDENTS, COUNCIL MEMBERS, STAKEHOLDERS, CURRENT AND POTENTIAL VISITORS ALL AGREE THAT SEDONA IS AN INCREDIBLY SPECIAL PLACE.
SCENIC, BEAUTY, OUTDOOR RECREATION, DINING, SHOPPING, ARTS, CULTURE, WELLNESS, ALL ALLURING ELEMENTS OF THIS UNIQUE DESTINATION.
IS THAT SLIDE MISSING FROM OUR PAST? YES.
WE'LL JUST, WE'LL JUST STARE AT YOUR SCREEN AND LISTEN, THIS IS MY APOLOGIES FOR THAT.
THIS IS THE EXACT SAME FILE THAT WAS, UM, INCLUDED IN YOUR PACKET.
SO I'M SORRY IF THAT, SO WHAT THOUGH? YEAH.
IS IT POSSIBLE FOR YOU TO BLOW IT UP? GETS CONVERTED TO, YOU KNOW, YOU DON'T GET EVERYTHING.
ACTUALLY THAT, UH, LET ME SEE IF I CONTROL PLUS TAPE SHOWING, HAVE MULTIPLE.
YEAH, I THINK WHILE YOU'RE IN, CAN WE GET CLOSE IN PRESENTATION MODE? IT'S, OH,
[00:45:01]
SERIOUSLY.I CAN, IF I GO ANY FURTHER, WE'LL START TO LOOSE SOME.
NOW I JUST GOT THE FLAG IN THE WAY.
UM, I JUST HAVE A SIMPLE QUESTION.
IT IS, IT IS CUT OFF ON THAT SIDE OF, YES, WE HAVE RESIDENTS, COUNCIL MEMBERS, STAKEHOLDERS AND CURRENT AND, AND WE VISITORS WHO ARE STAKEHOLDERS.
IT'S THAT BUSINESSES, WE DON'T HAVE BUSINESSES BROUGHT OUT AS A SEPARATE ENTITY, WHICH I WOULD'VE THOUGHT WE WOULD'VE HAD.
SO I'M, I AM SORT OF WONDERING ABOUT JUST THE CATEGORIES.
STAKEHOLDERS DOES INCLUDE BUSINESSES AND WHO ELSE? IN MY MIND, ALL OF THESE ARE ACTUALLY STAKEHOLDERS.
STAKEHOLDERS SEEMS A WEIRD CARVE OUT.
SO I WONDERED WHAT IT RELATES TO, IF NOT RESIDENTS AND VISITORS, AND THEN YOU HAVE STAKEHOLDERS.
UM, I DON'T KNOW WHAT THAT MEANS.
UM, I, I THINK WE COULD HAVE CALLED OUT BUSINESS.
UM, THIS REALLY IS SUPPOSED TO REPRESENT THAT THERE ARE MORE THAN RESIDENTS, COUNCIL MEMBERS, BUSINESSES.
THERE ARE OTHER STAKEHOLDER GROUPS.
THERE ARE NUMEROUS NON-PROFITS.
AREN'T COMMUNITY, IT'S JUST THAT OF SPECIALTY, YOU KNOW, OUR, OUR COMMUNITY PARTNERS LIKE FOREST SERVICE.
AND SO, SO THE LIST IS VERY EXHAUSTIVE.
I, I, I JUST, I GUESS I WAS JUST WONDERING AT THE ABSENCE OF BUSINESS AS BEING ONE OF THE CORE DISTINCT, WE HAVE RESERVERS, I MEAN YEAH.
DON'T READ TOO MUCH INTO THIS.
WELL, BUT TO BE FAIR, COUNSELOR, UM, WE ACTUALLY, WE ACTUALLY DID MAKE SURE IN THE BRAND DESCRIPTION THAT WE SPECIFICALLY NOTED BUSINESSES BECAUSE THEY ARE SUCH A KEY COMPONENT.
UM, I DON'T EVEN WANNA READ THE NEXT ONE 'CAUSE IT HAS STAKEHOLDERS IN THERE NOW,
SO, UH, RESIDENTS, COUNCIL MEMBERS AND STAKEHOLDERS ALL AGREE THAT WHILE TOURISM PROVIDES GREAT ECONOMIC BENEFITS, UH, OVER TOURISM IS A REAL THREAT, PARTICULARLY DURING KEY TIMES OF THE YEAR.
ALL PARTIES WOULD LIKE TO SEE ADDITIONAL EDUCATION, BETTER COMMUNICATION, CONCERTED EFFORTS TO TARGET AND TIME THE VISITATION OF, UH, TRAVELERS AS A MEANS TO PROVIDE MORE CONSISTENT YEAR-ROUND ECONOMIC BENEFIT WITH FEWER NEGATIVE IMPACTS.
CURRENT AND POTENTIAL VISITORS HAVE HIGH AWARENESS AND AN EXTREMELY POSITIVE PERCEPTION OF SEDONA WHEN THEY VISIT.
THEY STAY MORE THAN A DAY AND SPEND HIGHLY.
SEDONA IS CLEARLY ON THE LIST OF PLACES A LOT OF PEOPLE WANT TO VISIT.
THERE'S NO INDICATION THAT NEGATIVE RESIDENT SENTIMENT CROWDED TRAILS OR TRAFFIC ARE IMPACTING THEIR POSITIVE VIEW OF SEDONA OR THEIR INTENT TO VISIT.
UM, AND IT WILL CLEARLY TAKE MORE THAN JUST A NEW MARKETING APPROACH TO MAKE VISIBLE CHANGES, BUT THERE IS AN ENERGY BEHIND DOING THE WORK NECESSARY TO KEEP RESIDENT QUALITY OF LIFE AS A TOP PRIORITY, WHILE ALSO SUPPORTING LOCAL BUSINESS AND WELCOMING VISITORS TO THIS EXCEPTIONAL CORNER OF THE WORLD.
AND AGAIN, MY APOLOGIES THAT THAT PAGE WAS NOT, SOMEHOW DIDN'T MAKE IT INTO THE PACKET.
THAT IS THE END OF THE DATA PRESENTATION, UH, FOR THE RESEARCH RESULTS.
RATHER, WE'RE GONNA GET INTO THE DATA OF THE WINTER CAMPAIGN NEXT.
UH, SO IF THERE AREN'T ANY QUESTIONS ABOUT THAT, LET ME SWITCH PRESENTATIONS TO, UM, F EXHIBIT F BOOM, NATURAL BEAUTY BOOM.
AND I'M GONNA HAND THE MICROPHONE OFF TO CHRISTIAN.
UM, AND THANKS FOR HAVING US HERE TODAY.
UM, SO THIS WINTER, UM, WE WERE ABLE TO LAUNCH, UH, WHAT, UH, WAS DEEMED A MINI CAMPAIGN.
UM, AND WE REALLY HAD A, A FEW GOALS IN MIND WITH THIS MINI CAMPAIGN.
UM, ONE OF WHICH WAS WE WANTED TO DELIVER, UH, REAL RESULTS.
AND BY THAT I MEAN NOT JUST MARKETING RESULTS, BUT WE WANTED TO DELIVER WHAT THE VALUE OF MARKETING WAS TO THE COMMUNITY.
AND SO THAT WAS REALLY ONE OF THE PRIMARY, UH, FOCUSES FOR US, UH, THIS WINTER.
WE ALSO, UM, IN PREPARING FOR THE WINTER CAMPAIGN, UM, SPOKE TO, UM, NUMEROUS MEMBERS, UM, WITHIN THE LODGING COMMUNITY AND WANTED TO MAKE SURE THAT WE WERE MESSAGING IN MARKETS THAT WERE IMPORTANT TO THE LODGING COMMUNITY.
UM, AND THOSE ARE REFLECTED IN THE, UM, THAT FIRST GROUP THERE, NEW YORK
[00:50:01]
CITY, CHICAGO, AND MINNEAPOLIS.THE SECOND GOAL, OR THE THIRD GOAL, RATHER, WAS REALLY TO START TO BUILD AWARENESS AND GENERATE MORE INTEREST FROM, UM, SMALLER MARKETS THAT, UH, MAYBE AREN'T SHOWING UP QUITE AS MUCH.
UM, AND WHERE WE MIGHT ALSO FIND SOME OF, UH, THE, THE PERSONAS THAT WE SAW IN THE DATA, UM, WHAT MARKETS MIGHT ALIGN FROM A VALUES PERSPECTIVE WITH SEDONA.
UM, OBVIOUSLY NOT ALL OF THESE MARKETS, UM, ARE, ARE THOSE MARKETS, BUT, UH, SANTA FE, DURANGO, PARK CITY WERE IDENTIFIED AS, AS POSSIBLY THOSE MARKETS THAT, UH, WOULD, WOULD BE VALUES ALIGNED.
UM, CAN YOU TELL US WHAT PACKET PAGE YEAH.
WE'RE SUPPOSED TO BE ON? THANK YOU.
THIS DOESN'T SEEM TO BE IN ORDER.
WE HAD A COUPLE OF EXTRA SLIDES IN YOUR PREVIOUS PRESENTATION AND NOW WE'RE NOT SEEING THIS ONE.
CAN, WE'RE LOOKING COUNSELORS.
LEMME JUST GIVE HIM A SECOND TO GET THIS.
I'M, YEAH, I'M JUST GONNA BE, IT CAN TAKE 30 SECONDS, SO, AND IT COULD TAKE A WHILE TO APPEAR, SO I SUGGEST OKAY.
UM, SO, UH, WE, AFTER, UM, THE CAMPAIGN BRAND WE HAD, WE HAD A FEW KEY TAKEAWAYS.
SO NUMBER ONE, UM, BECAUSE WE WERE LOOKING AT, UH, DELIVERING A REAL VALUE FOR THE MARKETING CAMPAIGN, UH, WE USED A PROGRAMMATIC, UM, AD BUYING PARTNER, UM, DATA FILE.
THEY'RE ALSO A GEOLOCATION DATA SERVICE.
UM, AND SO THE UNIQUE, UM, CAPABILITIES THAT THEY POSSESS ARE THERE ABLE TO, UH, SERVE ADVERTISING AND THEN BASED ON YOUR MOBILE ADVERTISING, ID TRACK WHETHER OR NOT YOU SHOWED UP IN THE DESTINATION.
SO THIS IS, UH, FOR DESTINATION MARKETING.
WE'VE ALWAYS HAD A REALLY CHALLENGING TIME SAYING WE'RE MARKETING TO THESE PEOPLE, BUT ARE THEY SHOWING UP? IT'S BEEN A BIG BLACK HOLE AND IT'S SOMETHING THAT DESTINATIONS HAVE BEEN DEALING WITH, UH, FOR YEARS.
AND SO THIS NEW, UM, ATTRIBUTION BASED AD APPROACH HELPS US CLOSE THE CONVERSION GAP.
UM, AND BY THAT I MEAN WE'RE ABLE TO SERVE ADS DIGITALLY AND TRACK WHETHER OR NOT THE PEOPLE THAT SAW OUR ADS ACTUALLY SHOWED UP IN THE, IN THE DESTINATION.
IS THERE, UM, DO THE CONSUMERS HAVE TO OPT IN IN ANY WAY? OR IS IT AUTOMATIC? YEAH, SO THIS IS ALL, YOU KNOW, UM, A ABOVE THE BOARD.
SO DATA FI, WHO IS THE PARTNER THAT WE UTILIZE FOR BOTH SOME OF THE VISITATION DATA AND ALSO THE ADVERTISING.
THEY ARE THE ONES THAT MANAGE, UM, NOT THE PRIVACY.
THE PRIVACY IS ONE LEVEL DOWN.
SO THAT HAPPENS AT THE APP LEVEL.
WHAT, WHAT THEY DO IS AGGREGATE DATA FROM PEOPLE WHO HAVE ALREADY OPTED IN THROUGH WHATEVER APPS THEY'RE USING, UM, OR JUST GENERALLY HAVE OPTED IN.
SO WE'RE, WE'RE SORT OF AT THE END OF THE STREAM, IF YOU WILL.
UM, SO, UH, FIRST LEVEL OF SECURITY FOR, YOU KNOW, PRIVACY ISSUES ARE THE APP DEVELOPERS THEMSELVES.
THEN DATA FIVE LAYERS A LEVEL ON TOP OF THAT TO ENSURE DATA PRIVACY, UM, COMPLIANCE IS THERE.
SO, UM, ABSOLUTELY ABOVE BOARD.
ACTUALLY, THAT WASN'T MY QUESTION.
HAPPY THAT, THAT IT'S ABOVE BOARD.
ACTUALLY WHERE I WAS GOING IS, IS OKAY, IF IT'S OPT IN, THEN THAT MEANS THERE'S ALSO SOME FOLKS THAT HAVE NOT OPTED IN, SO THERE IS SOME LEAKAGE.
AND THAT THE METRIC RESULTS ARE ACTUALLY GONNA BE SLIGHTLY CONSERVATIVE.
AND I JUST WONDER WHETHER THERE'S ANY, UH, YOU KNOW, HISTORICAL DATA THAT DATA PHI HAS THAT SAYS, OKAY, YOU KNOW WHAT, WE KNOW
[00:55:01]
THERE'S LEAKAGE OF, YOU KNOW, 10, 11%, SOMETHING LIKE THAT, WHERE THEY HAVEN'T OPTED IN.SO THE NUMBERS ARE ACTUALLY BETTER.
OR DO THEY BUILD THAT INTO THE ROAS? NO, SO THAT'S, YES.
SO THE, THE ROAS IS ONE, ONE-TO-ONE, THERE'S NO EXTRAPOLATION ON THAT.
UM, AND JUST IN TERMS OF, YOU KNOW, THAT LEAKAGE OR OR WHATNOT, THE, YOU KNOW, THE, UM, THE ROUGH PERCENTAGE OF DEVICES THAT THEY PICK UP, UH, IN ANY DESTINATION CAN RANGE BETWEEN 12 TO 20%, WHICH IS PRETTY HIGH FOR DATA, UM, COLLECTION.
UM, SO WE FEEL REALLY GOOD ABOUT THEIR NUMBERS IN TERMS OF HOW MUCH DATA THEY'RE ABLE TO COLLECT.
BUT TO YOUR POINT, WE FEEL LIKE, UH, THE ECONOMIC IMPACTS THAT WE'RE ABLE TO REPORT ON THROUGH DATA FI ARE A FLOOR, NOT A CEILING.
YEAH, I WAS GONNA SAY, IF IT'S ONLY 12 TO 20%, THEN THAT'S EXTREMELY CONSERVATIVE.
AND, AND THAT'S, YOU KNOW, I THINK THAT'S, WE WOULD ALMOST PREFER THAT, THAT THEN COMING IN WITH SOME TYPE OF INFLATED NUMBER, UM, THAT IS, YOU KNOW, EXTRAPOLATED TO THE NTH DEGREE.
THIS IS, YOU KNOW, THIS IS, AGAIN, THIS IS ONE-TO-ONE DATA.
IF, IF YOU CAME AT 40 TO 40 X-R-O-A-S, I'D BE ASKING WHAT YOU WERE SMOKING OUTSIDE.
I'LL YES, PETE, THANK YOU, MAYOR.
SO I, I, I'LL ASK A QUESTION THAT POLLS IT THE OPPOSITE DIRECTION WHERE CONSULAR FOLTZ WAS ASKING.
SO YOU'VE, YOU'VE REPEATED IT, I'M CLEAR NOW THAT SOMEHOW, UH, A PERSON INTERACTED IN SOME WAY WITH AN AD THAT THEY SAW, AND THEN WE WERE ABLE TO LATER TRACK SOME SPEND HERE IN SEDONA.
A QUESTION, MY QUESTION IS, IS IT POSSIBLE, ESPECIALLY GIVEN THE AVERAGE FIVE MONTHS PLANNING TIME THAT PEOPLE HAVE ALREADY COMMITTED TO COMING TO SEDONA, PERHAPS EVEN BOUGHT A HOTEL ROOM, THEN SAW AN AD, AND I WOULD WONDER, I WOULD THINK THAT THEY WOULD BE VERY LIKELY TO INTERACT WITH THE AD BECAUSE THEY KNOW THEY'RE COMING.
SO CAN YOU TALK TO ME ABOUT THAT? YEAH, ABSOLUTELY.
SO, UM, THAT'S A HUNDRED PERCENT, UH, A POSSIBILITY.
UM, THAT'S COMPLETELY REASONABLE.
UM, I THINK ONE OF THE THINGS THAT WE, UH, WOULD SORT OF COUNTER THAT WITH IS WE DID SEE SHORTER BOOKING WINDOWS, UM, DURING THAT TIME.
I THINK WE WERE SEEING, YOU KNOW, BETWEEN FOUR AND SIX WEEK BOOKING WINDOWS.
SO I THINK WHILE NO DOUBT DID WE, UH, ENGAGE WITH CERTAIN USERS THAT HAD PRIORITY ALREADY SET A TARGET ON SEDONA, THERE, THERE CERTAINLY WERE OTHER AUDIENCE, UH, FOLKS THAT HAD NOT.
UM, I THINK WE ALSO, YOU KNOW, LOOKING AT THE MARKETS THAT WE WERE TARGETING, UM, IS IT REASONABLE TO THINK THAT WE, UM, YOU KNOW, MARKETED TO SOMEONE IN NEW YORK AND THEY, YOU KNOW, ON A TWO WEEK NOTICE MADE A TRIP TO, TO SEDONA? NOT AS LIKELY, BUT SOME OF THE OTHER CLOSER IN MARKETS FOR SURE.
UM, WE DID SEE, UH, YOU KNOW, HOWEVER, WE DID SEE REALLY HIGH VISITATION FROM, UM, YOU KNOW, FROM REALLY ALL OF THE MARKETS IN WHICH WE WERE MARKETING.
SO, YOU KNOW, I THINK WE, WE HAVE TO BALANCE AGAIN, UM, THE DATA THAT WE'VE GOT THAT SAYS, I GET THAT THESE, THESE, THESE FOLKS ARE COMING, LOOKING AT THE BOOKING WINDOWS AND, AND UNDERSTANDING HOW LONG PEOPLE ARE CONSIDERING TRIPS.
I THINK FIVE MONTHS IS, UM, YOU KNOW, I MEAN OBVIOUSLY IT'S IN THE, IT'S IN THE DATA, BUT WE'RE, WE, WERE ALSO SEEING MUCH SHORTER BOOKING WINDOWS, RIGHT? I MEAN, YOU KNOW, IN ADDITION TO THE FIVE MONTHS, IT'S THE NET PROMOTER SCORE OF 90 AND EXTREMELY HIGH UNAIDED AWARENESS.
THAT WAS THE AD, THE THING THAT TRIGGERED THEM TO FINALLY PULL THE, THE LEVER ON COMING TO SEDONA, I DON'T KNOW, BUT I ALMOST DON'T WANT TO GIVE US TOO MUCH CREDIT FOR WHAT WE'VE DONE BECAUSE OF THERE IS SUCH AWARENESS AND PEOPLE INTEND TO COME HERE THAT WE COULD BE FOOLING OURSELVES ABOUT THE SUCCESS OF ANY GIVEN AD CAMPAIGN.
SO, KATHY, FIRST YOU WANNA, BRIAN, WHAT WAS THE SOURCE AGAIN OF TRACKING THAT BOOKING WINDOW, PLEASE? UH, IT'S JUST, UM, KIND OF BASED ON, UM, SOME OF THE VISITATION TRENDS THAT WE ARE SEEING IN THE, IN DATA FI AND, AND, AND I THINK IN THE AD DASHBOARD.
[01:00:01]
LINK THE VIEWERSHIP ON THE, ON THE SITE TO THE BOOKING THAT HAPPENED? UM, THE, I'M LOOKING FOR THAT LINK SO THAT YOU COULD TRACK IT.THERE USED TO BE A FIVE MONTHS WINDOW AND NOW THERE'S A FOUR WEEK WINDOW.
I WANNA KNOW HOW, HOW YOU ARRIVE AT THAT NUMBER.
UH, I THINK IT WAS DURING THE, THE, THE FLIGHT PERIOD OF THE CAMPAIGN JUST, UH, LOOKING AT THE VARIOUS MARKET ACTIVITY DURING THE, THE FLIGHT OF THE CAMPAIGN.
SO THE CAMPAIGN WAS, UM, TWO AND A HALF MONTHS AND JUST SORT OF SEEING HOW, UH, THE MARKETS WERE SHOWING UP, UH, DURING, DURING THE COURSE OF THE CAMPAIGN.
UM, BECAUSE REMEMBER, REMEMBER WE'RE ONLY, IT'S SPECULATIVE TO SOME DEGREE, SO WE'RE ONLY TRACKING PEOPLE WHO SAW THE AD, RIGHT.
UM, AND WE ONLY HAVE ONE CHANNEL OF ADVERTISING RUNNING.
IT WAS ACTUALLY RELATIVELY EASY TO JUST TRACK THOSE PEOPLE AND TOTALLY CORRECT THAT THEY MIGHT HAVE SEEN SOMETHING FROM, YOU KNOW, EXPEDIA OR ANYWHERE ELSE, BUT THEY STILL DID END UP ON OUR AD AND SOMETIME WITHIN A FAIRLY SHORT PERIOD OF TIME ENDED UP IN MARKET.
SO WHETHER, AGAIN, WHETHER THAT WAS THE TRIGGER WHERE WHETHER IT WAS ONE OF 22 DIFFERENT IMPRESSIONS, YOU KNOW, WHETHER IT WAS THE ONE AND ONLY THING THEY SAW, AND YEAH, THAT'S WHAT I'M GONNA DO.
UM, YOU KNOW, THAT'S STILL, I THINK THAT'S STILL A LEGIT CONVERSION, UM, ESPECIALLY WHEN, WHEN WE USUALLY RUN MARKET MEDIA PLANS THAT ALSO HAVE SEARCH AND META AND WHATEVER ELSE IS GOING ON OUT THERE, NONE OF WHICH WE CAN TRACK.
AND WHAT WE'LL TYPICALLY FIND IS THAT OUR, THE ROAS IS STILL RELATIVELY THE SAME BECAUSE WE STILL ONLY ARE ABLE TO TRACK THAT ONE CHANNEL, SO, RIGHT.
SO ULTIMATELY, THE ROAS YOU'RE COMING, YOU'RE, YOU'RE USING GEOLOCATION TO SAY THEY SAW THE AD, NOW THEY'RE HERE, SO WE'RE TAKING CREDIT FOR THEM.
AND THEN THE LAST BULLET UP THERE ASSIGNS AN, AN ESTIMATED VALUE FOR EACH BODY THAT SAW THE AD AND IS NOW IN MARKET.
SO THAT'S, YOU KNOW, TO COUNCILOR KINSEL THIS QUESTION, THAT'S HOW THE, THE NUMBERS ADD UP.
RIGHT? AND I GUESS I'LL JUST SAY, BECAUSE I'VE CERTAINLY BEEN CRITICAL OF PAST MARKETING MEASUREMENT MODELS THAT HAVE BEEN USED FOR TOURISM, THIS IS A MAJOR LEAP FORWARD.
UH, IT'S, IT'S NOT PERFECT, BUT I MEAN, COMPARED TO JUST HOW MANY CLICKS DID THE AD GET? THIS IS LIGHT YEARS AHEAD AND, AND EVEN, YOU KNOW, TO COUNSELOR FETS OVER THERE, UM, YOU KNOW, SAYING, HEY, YOU KNOW, MAYBE IT'S JUST A COINCIDENCE OR THAT THERE, OR THE POSSIBILITY OF MULTI LEAD ATTRIBUTION, THE FACT THAT AGAIN, ONLY 12 TO 20% OF THE, UH, GEO-LOCATED, UH, MOBILE DEVICES ARE EVEN BEING PICKED UP.
I, THERE'S, THIS IS STILL SO CONSERVATIVE ULTIMATELY THAT I'M COMFORTABLE WITH IT AT LEAST, AND I THINK IT'S JUST A LEAP FORWARD FROM WHERE WE'VE BEEN ON BEING ABLE TO UNDERSTAND WHETHER AN AD CAMPAIGN WORKS OR NOT.
ONE THING THAT WE WERE NOT ABLE TO IMPLEMENT, UH, PARDON ME IF I INTERRUPTED, UM, WHEN WE REACH A CERTAIN SPEND THRESHOLD THAT THERE'S THE ABILITY TO, UM, TAKE A LOOK AT WHAT THE INCREMENTAL LIFT IS.
AND I THINK, UM, COUNCILOR FURMAN, THAT WOULD GO A LOT CLO UH, FURTHER IN ANSWERING YOUR QUESTION, THE INCREMENTAL LIFT ONCE WE GET ABOVE A CERTAIN SPEND THRESHOLD, UM, AND THE SPEND THRESHOLD HAS NOT TO DO WITH BECAUSE WE'RE SPENDING MORE MONEY, BUT BECAUSE WE'RE ABLE TO GET MORE, UM, EYEBALLS AND PEOPLE INTO WHAT WE'RE LOOKING AT, WE'LL SAY BASICALLY DUE TO YOUR ADVERTISING, UM, HOW MUCH OF THIS WAS DUE TO ADVERTISING VERSUS MAYBE PEOPLE'S PREDISPOSITION TO BE VISITING SEDONA? SO, YOU KNOW, OUR HOPE IS, UH, FOR THE SUMMER CAMPAIGN, UM, WHERE WE'LL TALK ABOUT THIS LATER, THE BUDGET'S MUCH HIGHER, WE'LL BE ABLE TO SEE THAT INCREMENTAL LIFT.
AND THAT IS A SPECIFIC MEASUREMENT OF HOW MUCH DID THIS CAMPAIGN HELP WITH VISITATION ABOVE AND BEYOND WHAT MAY HAVE TRANSPIRED WITHOUT IT.
SO, WE'LL, WE'RE, WE'RE, I THINK WE'RE MOVING IN THAT DIRECTION.
VICE MAYOR, UH, ACCORDING TO THE LODGING COUNCIL FOLKS, THE WINDOW'S GETTING SHORTER AND SHORTER.
THEY SAID THAT THEY SEE NOW PEOPLE MAKING THEIR RESERVATIONS WITHIN A MONTH OR LESS.
SO I, I DO THINK IT'S LEGITIMATE TO TAKE CREDIT FOR THAT.
THE, THE OTHER THING, YOU KNOW, SEE THE AD BOOK, THERE WAS PERSONALLY, THERE WAS THIS RESORT IN GREECE THAT I SAW PHOTOS OF IN CONDE NAST AND TRAVEL AND LEISURE MAGAZINE FOR YEARS.
[01:05:01]
YEARS, AND THEN ONE DAY, THE RIGHT AD RIGHT CAME AND I BOOKED IT, BUT FOR YEARS I WANTED TO GO THERE.SAME THING OF THE PEOPLE IN SEDONA OR PEOPLE WHO WANT TO COME TO SEE SEDONA, BUT SOMETHING HAS TO TRIGGER THEM TO MAKE THAT DECISION.
SO EVEN THOUGH THEY'RE ON THE LIST, YOU KNOW, THIS DESTINATION IS ON THE LIST.
THEY HAVEN'T BEEN HERE BEFORE.
SOMETHING GOT THEM HERE THIS TIME.
SO I ALSO THINK THAT'S LEGITIMATE COUNSELORS.
WE'RE ON PAGE 214 OF THE PACKET 215, NOW WE'RE ON 215.
OH, DID I JUST GO TOO FAR? OH, NO, NO.
IT'S COULD COULD YOU GO BACK TO YOUR PREVIOUS SLIDE PLEASE? OKAY.
UM, I'M TRYING TO DO THE MATH HERE AND I THINK THIS QUESTION CAME UP.
I'M ON YOUR LAST BULLET POINT, UM, AT THE TAB, BUT, SO I HOPE THAT YOU WOULD HAVE ANTICIPATED IT WOULD COME UP TONIGHT AS WELL, BUT WHAT IS THE TAX IMPLICATION? IT DID COME UP THE TAX REVENUE TO THE CITY.
IT, IT, IT DID COME UP MM-HMM.
AND, UM, AND SOMEBODY DID THE MATH ON THAT AND IT WA IT WAS LIKE $12,000 OR SOMETHING.
IT WASN'T A VERY LARGE NUMBER, BUT YOU ARE CORRECT THAT IN ADDITION, THERE'S LODGING TAX AND THERE'S SALES TAX ATTACHED TO AT LEAST RESTAURANTS AND THAT SORT OF THING.
UM, AND I PR, I'M PRETTY SURE THAT LAUREN CAME BACK AND IT WAS LIKE $12,000.
IT WAS A NUMBER THAT WAS SMALL ENOUGH THAT WE FELT LIKE IT WASN'T REALLY SUPER IMPACTFUL, SO WE DIDN'T END UP ADDING IT TO THIS.
BUT YOU, BUT YES, YOU'RE CORRECT.
THERE IS A SALES TAX IMPLICATION AS WELL.
SO, SO I HAVE THE ANSWER TO THAT QUESTION.
IF YOU WANT THE NUMBERS,
OH, WELL, YEAH, THEN I'LL ASK, I DID THAT MATH TOO, THEN I'LL ASK MY NEXT QUESTION TO YOU,
SO I USED JUST A LITTLE BIT DIFFERENT NUMBERS, BUT I TOOK 'EM FROM THEIR 700 ROOM NIGHTS, $300 A NIGHTS, WHAT I USED 2200 $10,000 7% SALES TAX, 14,721.
I THINK YOU GUYS SAID 150, BUT THEN THERE WAS MIGHT'VE BEEN SOME EXTRA 40 ABOVE THAT.
THAT THREE AND A HALF PERCENT SALES TAX, IT'S 12,000.
SO YOU ADD THAT TOGETHER, IT'S 27,000 BUCKS.
SO I, I ALSO DID THE MATH AND IT WAS A HALF PERCENT OF, UH, THE REVENUE FOR THAT PERIOD, UM, BASED ON WHAT I SAW FROM THE TAX.
SO IT WASN'T, WASN'T A HUGE, RIGHT.
UH, SO LET'S GO WITH COUNSELOR.
FOLKMAN'S, UM,
SO RETURN, RETURN JUST FOR SALES TAX IS OBVIOUSLY, YEAH.
SO, BUT IF YOU ADDED IT ON TOP OF ECONOMIC, THEN IT
BUT I WAS JUST LOOKING AT THE SPEND THE NET VERSUS THE RIGHT, RIGHT.
IF CITY DOLLARS ARE GOING TO THIS THING, WHAT CITY DOLLARS ARE COMING BACK.
READY FOR THE NEXT SLIDE? YEAH.
SO, UM, I THINK, UH, YOU ALL SAW THE, UM, SAMPLES OF THE CREATIVE AHEAD OF LAUNCHING.
UM, I, I THINK THESE DID REALLY WELL.
UH, ON THE, ON THE LAST SLIDE, UM, BULLET POINT NUMBER THREE MENTIONS MEETING, UM, BENCHMARKS.
AND THAT MEANS THE ADVERTISING BENCHMARKS.
SO, UM, FOR THIS PARTICULAR CHANNEL, THERE WERE A CERTAIN SET OF BENCHMARKS THAT WE MET OR EXCEEDED, AND GENERALLY, UH, IT'S DUE TO CREATIVE.
SO, UM, SOME REALLY GREAT CREATIVE, AND THAT WAS SPARKED BY THE TEAM HERE IN SEDONA, JAMES.
UM, SO GETTING INTO THE ATTRIBUTION THEN, WHICH WE'VE NOW DISCUSSED A BIT, UM, THIS IS THE ATTRIBUTION RESULTS FOR THE DESTINATION AS THE, ON THE WHOLE.
SO AGAIN, THE POST IMPRESSION NUMBER OF TRIPS OR VISITS THAT WAS GENERATED BY THE CAMPAIGN WAS, UM, JUST OVER A THOUSAND WITH ROUGHLY 1700 VISITOR DAYS, AND AN AVERAGE LENGTH OF STAY OF 1.7.
AND AGAIN, USING, UM, OUR NUMBER OF ONE 90.
[01:10:01]
$200,000.AND YOU CAN SEE, UM, OF THE MARKETS THAT WE WERE ADVERTISING IN, WHICH WERE THE MARKETS THAT SHOWED UP IN THE DESTINATION.
AND AT WHAT PERCENT? SAN DIEGO, CHICAGO, MINNEAPOLIS, SAN FRANCISCO, NEW YORK, AND LAS VEGAS.
THESE NUMBERS, THE 198,000, ISN'T THAT SUPPOSED TO TIE TO THE, THIS IS STILL THE CAMPAIGN, RIGHT? IT IS, BUT UM, THE WAY, SO THE REPORTING IN OUR DASHBOARD SEPARATES OUT THE DESTINATION, WHICH IS NOT INCLUSIVE OR IT MEANS PEOPLE THAT SHOWED UP IN SEDONA.
WE HAVE A SEPARATE SLIDE THAT SHOWS WHO SHOWED UP IN THE HOTELS.
AND SO WHEN WE LOOK AT THE, UM, TOTAL NUMBER, IT'S THE AGGREGATE OF THE TWO.
SO IT'S THE, IT'S THE, IT'S THE VISITOR SPEND AND THEN THE HOTEL SPEND.
SORRY, THE 4 0 9 NUMBER WAS THE AGGREGATE HOTEL YES.
UM, SO THEN, YEAH, IN TERMS OF WHO SHOWED UP IN THE HOTELS, UM, NOT SURPRISING.
SAN DIEGO, CHICAGO, SAN FRANCISCO, DENVER, NEW YORK, AND SEATTLE, UM, TOTAL VISITS TO HOTELS WAS 326 WITH AN ESTIMATED 701 ROOM NIGHTS CREATED.
UM, AND AGAIN, THAT, UH, IMPACT IS JUST OVER 200,000.
SO THIS IS TRADITIONAL HOTELS.
WHEN WE KNOW THAT YOUR EARLIER SURVEY INTERCEPT SURVEY, SAY 12% WOULD ONLY STAY IN VACATION RENTALS.
THAT WAS THE AWARENESS PERCEPTION.
WE PURPOSELY WANTED TO SEPARATE OUT WHO WOULD ONLY STAY IN VACATION RENTALS, JUST 'CAUSE WE WANTED TO UNDERSTAND THAT DEMAND.
NOTE, HOWEVER, THAT THERE WERE LOTS OF PEOPLE WHO SAID THEY'D PROBABLY STAY IN A HOTEL, BUT THEY COULD STAY IN A-V-R-B-O OR SOMETHING LIKE THAT.
IN THIS CASE, WE ARE ONLY MEASURING FOLKS WHO GO TO HOTELS BECAUSE WE ACTUALLY HAVE LITTLE GEOLOCATION OUTLINES AROUND ALL THE HOTELS, AND WE DON'T HAVE THEM AROUND ALL THE VACATION RENTALS.
IT WOULD BE A LITTLE MORE DIFFICULT.
SO THESE ARE ALL JUST THE TRADITIONAL HOTEL VISITS.
AND SO THIS NUMBER COULD BE LIGHT 'CAUSE WE DON'T KNOW.
SO THOSE FOLKS WHO SHOWED UP IN DESTINATION, HOWEVER, COULD HAVE INCLUDED PEOPLE WHO STAYED AT A VACATION RENTAL.
AND WE DO HAVE, I BELIEVE IN THE, IN THE PACKET, UM, AHEAD OF LAUNCHING THIS CAMPAIGN, WE INCLUDED THE HOTELS THAT WERE, UH, GOING TO BE MEASURED IN, IN THE CAMPAIGN.
SO IF YOU'RE INTERESTED, WE CAN DIG UP THAT LIST, UH, OF THE HOTELS THAT WE LOOKED AT.
AND I THINK THAT IS IT FOR THE WINTER.
PAUL'S STAY SOMEWHERE, BUT NOT IN A HOTEL.
UH, SO ROB, THE, THE CAMPAIGN, THE, THE SUNSHINE DES SPARE, THAT WAS YOUR IDEA, RIGHT? UM, HONESTLY, UH, AT THIS POINT IT WAS A TEAM EFFORT.
I MEAN, SOME OF THOSE, I THINK, UM, I THINK LAUREN AND KEEGAN SAID, UH, SOMETHING ABOUT SUNSHINE.
I MIGHT HAVE SAID SUNSHINE, DESPAIR.
JAMES WORKED OUT THE VISUALS AND I MEAN, IT'S, WE'RE A TEAM FOR SURE.
I MEAN, THE NUMBERS SPEAK EXTREMELY WELL FOR THEMSELVES, SO CONGRATULATIONS.
SO I'LL WAIT FOR YOU TO CATCH UP.
IS EVERYONE, EVERYONE'S THERE.
NOW WE'RE GONNA, WE'RE GONNA SWITCH OVER DIFFERENT PART OF THE BRAIN.
UM, SO LISTENING TO ALL OF THOSE VOICES THAT WE HEARD IN THE DATA AND IN THE NUMBERS, WE ARE IN THE PROCESS OF DEVELOPING A BRAND THAT AIMS TO INCORPORATE AS MANY OF THOSE VOICES AS POSSIBLE.
A BRAND THAT WE HOPE ALL OF OUR STAKEHOLDERS CAN SEE THEMSELVES REFLECTED IN, IN THAT BRAND.
[01:15:02]
DVA IS GONNA PRESENT, UM, HOW THEY CONCEIVE OF A BRAND, HOW THEY CONCEPTUALIZE A BRAND.SOME PEOPLE THINK BRAND AND THEY IMMEDIATELY THINK, UH, LOGO AND A TAGLINE, NIKE SWOOSH AND JUST DO IT.
OR OSH, HAVE A COKE AND A SMILE, OR SWOOSH, SWOOSH, SWOOSH.
THAT'S WHAT SWISH SWOOSH S SWISH.
RE REGARDLESS OF WHAT I SAY, IF YOU SAY NAIVE, YOU SEE IT IN YOUR MIND.
SO, SO WE ARE NOT PRESENTING A LOGO AND A TAGLINE TODAY.
UM, I, I'LL LET MARY AND CHRISTIAN EXPLAIN IT, BUT, UM, THERE ARE A NUMBER OF FOUNDATIONAL ELEMENTS THAT SUPPORT WHAT EVENTUALLY BECOMES A LOGO AND A TAGLINE, AND THE CAMPAIGNS THAT GO OUT INTO THE WORLD.
UM, WE'RE GONNA SHARE, UH, AND PRESENT, UM, SOME OF THOSE FOUNDATIONAL ELEMENTS, SPECIFICALLY ONE THAT'S CALLED THE BRAND DESCRIPTION.
UH, AND WE'RE GONNA ASK FOR YOUR FEEDBACK AND DIRECTION ON THE BRAND DESCRIPTION.
UM, I WANT TO ADD ONE MORE PIECE HERE BEFORE I HAND OVER THE MICROPHONE.
UM, YOU'RE ALSO GONNA HEAR THEM TALK ABOUT THE BRAND GOAL, UM, AND THE WORD HARMONY IS IN THE BRAND GOAL.
AND I WANNA POINT OUT THAT, UM, LAST SUMMER WHEN WE FIRST STARTED ENVISIONING WHAT THIS TOURISM PROGRAM COULD BE OR MIGHT BE, UH, KAREN OSBORNE HAD A VERY CLEAR VISION THAT THE TOURISM PROGRAM HAS THE POTENTIAL TO CREATE HARMONY IN OUR COMMUNITY BETWEEN RESIDENTS, BUSINESSES, STAKEHOLDERS, UH, BECAUSE WE ARE ABLE TO REACH THEM ALL WITH OUR COMMUNICATION ONE AND TWO, BECAUSE WE ARE UNDER THE CITY AUSPICES AND NOT, UH, AN OUTSIDE ENTITY.
SO, UM, TODAY AND IN FUTURE MEETINGS, AS WE'RE PRESENTING OTHER PIECES OF THE BRAND, UM, WE'RE GONNA TALK A LOT ABOUT BALANCE, BUT I ALSO WANT TO KEEP, UM, IN OUR MINDS THIS IDEA OF HARMONY AS A, AS A POSSIBLE OUTCOME OF THE TOURISM PROGRAM.
THANK, THANK YOU FOR THE REMINDER OF THAT.
WE'VE HAD THESE CONVERSATIONS NUMEROUS TIMES WITH THE CITY COUNCIL.
AND YOU'VE JUST SEEN THE RESEARCH THAT TOURISM HAS BEEN INCREDIBLY DIVISIVE TO OUR COMMUNITY.
AND ONE OF THE GOALS THAT YOU ALL ESTABLISHED IN WANTING TO TAKE THE RESPONSIBILITY, AND IT'S A BIG RESPONSIBILITY TO BE THE TOURISM BUREAU, TO BE THE DMMO, IS THAT THERE IS THIS POTENTIAL TO DO IT DIFFERENTLY, TO REALLY, TRULY REACH OUT TO ALL THE STAKEHOLDERS AND, AND LISTEN AND TRY TO RESPOND.
IT'S, YOU KNOW, UM, ROB SHOWED THAT SPECTRUM OF RESIDENT VOICE VERSUS BUSINESS VOICE AND SORT OF EVERYTHING IN BETWEEN.
AND I DON'T THINK WE'RE UNDER ANY KIND OF DELUSION THAT WE'RE GOING TO GIVE EVERYONE EVERYTHING THEY WANT, RIGHT? THAT'S NOT REALISTIC.
BUT I THINK THAT, THAT WE CAN CREATE A PROGRAM AND ALL THE SUPPORTING MANAGEMENT GOALS AROUND IT THAT CAN GET US CLOSER TO THIS THING CALLED BALANCE, UH, THAT WE'VE ALL BEEN TALKING ABOUT FOR A LONG TIME.
SO WITH THAT, I WILL TURN IT OVER AND PRESENT THE BRAND PLATFORM.
THERE WAS JUST ONE THING I WANNA ADD.
UM, THIS, THIS ITERATION THAT YOU'RE SEEING OF THE BRAND, UM, HAS BEEN ADJUSTED BASED ON TAB INPUT FROM, UH, A COUPLE WEEKS AGO.
SO YOU'RE SEEING SLIGHTLY REVISED VERSION OF WHAT WAS ORIGINALLY PRESENTED, WHICH MEANS IT'S ALSO SLIGHTLY REVISED FROM WHAT WAS, UM, SENT OUT VIA THE CITIZENS UNITE, UM, GROUP, IN CASE YOU GUYS SAW THAT.
SO WE WILL JUMP INTO THE FIRST SLIDE HERE, THE BRAND BERG
UM, SO BRANDING MEANS A LOT OF DIFFERENT THINGS FOR A LOT OF DIFFERENT PEOPLE.
SO, UM, WE JUST WANTED TO CREATE A VISUAL TO HELP, UH, LEVEL SET, UM, WHAT WE'RE TALKING ABOUT SPECIFICALLY.
UM, ROB'S ALREADY TOUCHED ON THAT.
A LOT OF WHAT YOU'RE GONNA SEE TODAY IS BELOW THE SURFACE.
SO REALLY THESE BRAND STRATEGY PIECES, UM, MUCH OF WHAT, UH, VISITORS WILL SEE AND RESIDENTS WILL SEE, UM, WILL COME, UH, A BIT LATER IN THE PROCESS.
SO, UM, THIS PROCESS, LIKE EVERYTHING HAS BEEN, UM, REALLY DATA DRIVEN.
[01:20:01]
OF THE ELEMENTS THAT ROB TOUCHED ON DURING THE RESEARCH PHASE.I DON'T, UM, THINK I NEED TO RUN THROUGH ALL OF THESE, BUT JUST SUFFICE IT TO SAY THAT WE'VE USED DATA TO TRY AND REALLY INFORM THE FOUNDATIONAL ELEMENTS HERE, UM, SO THAT EVERYONE CAN FEEL GOOD THAT WE'RE COMING FROM A COMMONPLACE OF UNDERSTANDING KEY INSIGHTS INTO BRANDING, UM, UNIQUENESS, UM, FOCUSING ON HOW UNIQUE AND SPECIAL SEDONA IS, UH, WHETHER IT'S ART AND CULTURE, ENERGY, DINING, SHOPPING, LODGING, SUSTAINABILITY.
OBVIOUSLY THIS WAS AT THE TOP OF THE LIST, EMPHASIZED THE IDEA THAT SEDONA AND IS NEED FOR RESPECT AND PROTECTION, SINCE IT CAN NEVER BE REPLACED.
A CONCEPT THAT APPLIES TO RESIDENTS, STAKEHOLDERS AND VISITORS VIABILITY.
UM, I THINK ALSO, UM, PARAMOUNT HERE IS THAT IT'S VIABLE, UM, FOR BUSINESSES.
UM, AND, AND THAT IT'S ALSO A LONG-TERM INVESTMENT.
FULFILLING A VISIT TO SEDONA IS UNLIKE A VISIT ANYWHERE ELSE.
AND FINALLY, A QUALITY OF LIFE.
UM, RESIDENT QUALITY OF LIFE UNDERLIES EVERYTHING.
SO, UM, WITH THOSE KEY INSIGHTS GLEANED FROM THE RESEARCH STAGE, WE GET INTO, UM, ONE OF THE VERY BASIC ELEMENTS OF THE BRAND.
WHY DOES THIS BRAND EXIST? UM, AND WHERE WE'VE LANDED, UH, AT THE MOMENT IS CREATE HARMONY BETWEEN THE DESTINATION RESIDENTS, VISITORS, BUSINESSES, AND THE BRAND.
EQUALLY IMPORTANT IN THIS PROCESS IS UNDERSTANDING WHAT ARE THE VALUES OF THE BRAND? WHAT DOES THE BRAND STAND FOR? UM, THIS'LL BE REALLY IMPORTANT FOR IDENTIFYING, UM, WHO WE WANT TO MARKET TO, WHAT TYPE OF MESSAGES WE WANT TO PUT OUT THERE, AND HOW DO THEY ALIGN, THEY, THE, UM, AUDIENCE ALIGN WITH OUR VALUES.
UM, AND HOW DOES THE MESSAGING ALIGN WITH THE VALUES? UM, SUSTAINABLE STEWARDSHIP FOCUSED, COMMITTED TO THE LONG TERM VIABILITY OF THE COMMUNITY AND A TOURISM INDUSTRY THAT IS ADDITIVE TO THE DESTINATION AS OPPOSED TO EXTRACTIVE.
WE BELIEVE THAT TOURISM CAN BE, THAT IT CAN BE ADDITIVE, NOT JUST PEOPLE COMING IN, SEEING, UH, A DESTINATION AS A COMMODITY, TAKING SOMETHING, A PHOTO, A TCHOTCHKE, WHATEVER, AND LEAVING IT WORSE THAN THEY FOUND IT.
COMMUNITY MINDED, PROTECTING AND ENHANCING YEAR-ROUND VITALITY, FOSTERING GREATER LIVABILITY FOR RESIDENTS, WHILE ALSO FINDING WAYS TO ENHANCE THE VISITOR EXPERIENCE.
IF A RESIDENT'S QUALITY OF LIFE IS HIGH AND THEY FEEL GOOD ABOUT IT, UH, WE FEEL THAT THE VISITORS ARE GONNA FEEL THAT AND, AND WANT TO RECIPROCATE THAT EXPERIENCE.
SINCERE, A GENUINE RESPECT AND APPRECIATION OF ALL WHO LIVE HERE OR VISIT, STAYING TRUE TO OUR PRINCIPLES, HIGHLY ACCOUNTABLE WITH A STRONG MORAL AND ETHICAL COMPASS.
ANOTHER CRITICAL BRAND STRATEGY PIECE IS THE BRAND VOICE.
HOW, HOW, ONCE WE HAVE ESTABLISHED OUR VALUES, UM, WE HAVE A GOAL OF WHAT WE WANT TO DO.
WHAT IS THE TONE AND THE VOICE OF THE BRAND? UM, ESSENTIALLY WHERE WE, WE SEE THE BRAND VOICE IS INSPIRING AND UPLIFTING, EDUCATIONAL AND RESPECTFUL, FRIENDLY AND INVITING.
UM, THESE ARE LEVERS, UM, THAT WILL BE PUSHED AND PULLED, UM, IN VARIOUS COMMUNICATIONS.
SO IT MAY NOT ALWAYS BE, UH, FULL THROTTLE ON ALL FOUR OF THESE THINGS.
AT THE SAME TIME, WE MIGHT LEVER DOWN SOME AND PUSH SOME UP IN, IN THE CASE OF, UH, SUSTAINABILITY MESSAGING, IT MIGHT BE PUSHING FORWARD ON EDUCATION AND RESPECT AND AUTHENTIC AND SINCERE.
UM, THERE MAY BE OTHER ELEMENTS THAT ARE IN THERE AS WELL, BUT THEY MIGHT BE SECONDARY OR SUBORDINATE TO THOSE, UM, OTHER TONES OR THE VOICE THERE.
[01:25:02]
BRAND CHARACTERISTICS.UM, THIS HELPS US REALLY ARTICULATE, UH, WHAT S YOU KNOW, IT SAYS WHAT SEDONA IS AND WHAT IT IS NOT.
UM, IT IS FRAGILE, NOT INDESTRUCTIBLE.
SEDONA IS ONE OF A KIND, NOT RUN OF THE MILL.
SEDONA IS VIBRANT, NOT VANILLA.
ENCHANTING AND SPIRITUAL, NOT DULL AND UNMOVING.
BREATHTAKING, NOT COMMONPLACE, AUTHENTIC, NOT FABRICATED.
CULTURALLY ENRICHED, NOT PEDESTRIAN ARTISTIC, NOT UNINSPIRED MAKERS, NOT KNOCKOFFS, SUSTAINABLE, NOT DISPOSABLE.
AND A NATIONAL TREASURE, NOT A NATIONAL PARK, LAKE WO BE GONE.
ALL OF THOSE ELEMENTS LEAD US INTO, UM, THE DEVELOPMENT OF THE BRAND DESCRIPTION, WHICH, UM, I'LL TURN IT OVER TO ROB FOR WHAT'S THE NEXT PAGE.
DO YOU WANT TO SAY ANYTHING ABOUT FROM THIS PAGE? WE TALKED ABOUT IT.
YEAH, I, I GUESS, UH, AHEAD OF READING, UM, THE WORDS ON, ON THE SCREEN HERE, THE, THE BRAND DESCRIPTION REALLY BECOMES, UM, THE, THE, THE THING THAT EVERYONE CAN RALLY AROUND.
IT'S, UM, ARTICULATED IN A WAY THAT EVERYONE CAN UNDERSTAND THE VISION.
AND THEN SUBSEQUENT FROM HERE, WE REALLY START TO BUILD OUT A LOT OF THE ELEMENTS THAT ARE SEEN, UM, BY PEOPLE OUTSIDE OF THIS BUILDING.
UM, WHETHER THEY BE RESIDENTS OR, OR, UH, VISITORS.
ALL RIGHT, CAN, JUST FOR A SECOND, KAREN, CAN YOU SEND US THIS FILE ALSO, BECAUSE HALF THE TEXT IS MISSING IN THIS FILE AND THE BRAND DESCRIPTION ITSELF IS COMPLETELY MISSING ON PAGE 2, 28 OF THE PACKET.
SO DID NONE OF YOU GET A CHANCE TO SEE THIS BEFORE? NOT THAT WE DIDN'T KNOW THAT THINGS WERE MISSING.
WE LOOKED, LOOKED AT IT AND THOUGHT WE HAD IT, BUT THEN THERE'S A HEADING WITHOUT TEXT.
I THINK THE NEXT PAGE IS IN THERE.
THIS PAGE IS NOT, WELL, THIS IS AN IMPORTANT PAGE.
IT'S LIKE BRAND CHARACTERISTICS.
I DON'T HAVE THE WHOLE LEFT COLUMN.
WELL, LET ME TELL YOU A LITTLE SECRET.
UM, ORDINARILY WE DON'T EVER HAVE PEOPLE READ STUFF BEFORE WE PRESENT IT.
SO IT'S ALMOST LIKE WE PLANNED THIS
UM, YOU WOULD'VE HEARD A LOT OF IT IF YOU'D WATCHED THE TAB, AND SO YOU PROBABLY DID.
SO YOU PROBABLY HAVE A SENSE OF WHAT'S ABOUT TO HAPPEN.
UM, BUT AS NOTED, THIS HAS BEEN ADJUSTED SINCE, UM, WE PRESENTED TO THE TAB.
SO I'M SORRY YOU DIDN'T GET A CHANCE TO, TO TAKE A READ THROUGH IT.
BUT ALSO, I THINK SOMETIMES IT'S NICE FOR THE FIRST TIME TO JUST HEAR IT RED.
SO WE'RE GONNA LET ROB SHAKESPEAREAN VOICE TAKE IT FROM HERE.
AND, AND JUST IN, IN THE DEFENSE OF
AND SOMETIMES WHEN THAT HAPPENS, THE SYSTEM GETS OVERLOADED AND FUNKY THINGS HAPPEN.
SO I THINK 99% OF IT IS THERE.
I WILL SEND THIS, UH, PRESENTATION TO YOU NOW.
SOMETHING BETWEEN CONVERTING FROM POWERPOINT TO PDF WENT WRONG.
AND THAT HAPPENED WITH LAST NIGHT'S PRESENTATION FROM THE LAWYERS.
'CAUSE THEY HAD ANIMATIONS OF VISUALS ON THEIR SLIDES.
AND WE WOULD ONLY SEE, I THINK THE LAST, EITHER THE FIRST OR THE LAST LAST.
AND IT WAS JUST SUCH A MASSIVE AMOUNT OF CONTENT.
THIS PACKET AND YESTERDAY'S PACKET, UH, DOESN'T ALWAYS HAVE, DOESN'T USUALLY HAPPEN THAT WAY.
BUT WOULD YOU LIKE ME TO WAIT UNTIL YOU HAVE IT IN FRONT OF YOU BEFORE I READ IT? NO, WE ALRIGHT.
ALRIGHT, BUT YOU REALLY HAVE TO READ A
COULD YOU MAKE THIS BIGGER LIKE YOU DID LAST TIME? GO OFF SCREEN? YEAH.
[01:30:01]
PROFOUNDLY CAPTIVATING.THE IMMENSITY OF SEDONAS NATURAL BEAUTY EVOKES FEELINGS OF WONDER AND CONNECTION FOR GENERATIONS.
AND FOR COUNTLESS YEARS BEFORE THE EARLIEST INDIGENOUS PEOPLE INHABITED SEDONA, THE TOWERING RED ROCKS, INFINITE DARK SKIES AND PROLIFIC 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 COMBINE 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, SHOPPING, 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, VISITORS, AND A THRIVING BUSINESS COMMUNITY EMBRACE THEIR PLACE WITHIN A VIBRANT TAPESTRY OF COMMUNITY AND NATURE.
THERE'S ALSO NO PLACE MORE 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, AND TO LIVE, WORK AND VISIT ALONGSIDE THOSE WHO SHARE OUR ETHOS.
THERE NEVER HAS BEEN, AND THERE NEVER WILL BE ANOTHER PLACE QUITE LIKE IT.
IT COULD BE VISION STATEMENT, UH, GENERATION 30,000
SO I, I BELIEVE AT THIS POINT WE ARE SPECIFICALLY ASKING FOR FEEDBACK AND DIRECTION.
YEAH, I WAS JUST GONNA WIPE, TAKE YOUR TIME.
YEAH, LET IT SINK IN SOME TISSUES.
UM, MARIAN, DO YOU REMEMBER WHAT I TOLD YOU? IF YOU HIT IT RIGHT, WHAT MY REACTION WOULD BE? I TOLD YOU I'D BE CRYING, RIGHT? SO IT'S LIKE I'M LOOKING.
ONLY PIECE I DON'T REALLY CARE FOR IS ALONGSIDE THOSE WHO SHARE OUR ETHOS.
SOMEHOW THAT DOES SOMETHING ABOUT THAT DOESN'T FIT.
IT'S LIKE THE WORD CHOICE DOESN'T FIT WITH HOW INTIMATE THE REST OF EVERYTHING IS.
THAT SORT OF GOES OFF IN THIS MORE ACADEMIC KIND OF PLACE THAT DOESN'T FEEL LIKE IT TIES WITH THE REST OF IT.
BUT, YOU KNOW, I LISTENED TO THE FEEDBACK FROM THE TAB AND I SEE WHERE THOSE CHANGES WERE MADE IN HERE, AND I THOUGHT THOSE WERE ALL GOOD ADDITIONS.
AND OVERALL I THINK IT'S EXCELLENT.
I I, I HAD THE SAME REACTION TO THAT, TO THAT SAME LINE.
AND I THINK PART OF IT IS THE WORD ETHOS.
IT JUST SEEMS, I DON'T KNOW TOO MUCH.
YOU KNOW, WHEN YOU GO INTO THE LATIN AND, YOU KNOW, YOU GET IN THERE, IT'S JUST DOESN'T RESONATE.
IT SEEMS A LITTLE HIGHFALUTIN, YOU KNOW? AND UNWELCOMING ACTUALLY, EVEN THOUGH IT'S, THIS IS A WELCOMING STATEMENT GENERALLY, UM, AND IT'S, I DON'T KNOW THAT IT NEEDS, I DON'T WHAT IS, WHERE WILL THIS LANGUAGE BE USED? BECAUSE THAT'S WHAT I NEED TO KNOW BECAUSE IT'S WRONG IF IT'S GOING TO ACTUALLY BE USED AS REAL LANGUAGE SOMEWHERE.
SO I MEAN, I THINK THAT PART FROM NOWHERE TO ETHOS COULD JUST BE ELIMINATED.
UM, I LIKED THE PART, UM, WHERE WAS IT? I I DO SORT OF LIKE THE FITTING TOGETHER, THE PIECES OF THE PUZZLE.
BUT AGAIN, I THINK THAT WHOLE SECTION SHOULD COME OUT, BUT I DON'T UNDERSTAND WHAT THE PURPOSE OF THE LANGUAGE IS, WHERE IT WILL BE SEEN AND USED AND READ WHAT PEOPLE WILL BE REACTING TO THIS IN WHAT SITUATION.
[01:35:01]
SO, UM, THIS LANGUAGE AND THE IDEA, UM, IN THIS STATEMENT WILL REALLY FORM THE FOUNDATION FOR ALL OTHER WORK THAT WE PRODUCE.UM, IT'S REALLY A GUIDING PIECE OF LANGUAGE TO SORT OF SAY CONCEPTUALLY HOW DO WE ALL THINK ABOUT SEDONA AND WHAT ARE THE ELEMENTS THAT ARE IMPORTANT AND HOW ARE THEY, YOU KNOW, WHERE, WHERE CAN WE TAKE SOME OF THESE THREADS? UM, SO WHEN YOU'RE LOOKING TO PUT TOGETHER A PRESS PACKET OR A, LIKE AN OFFICER TOURISM PACKET OR SOMETHING, YOU'RE GONNA GO TO THIS DESCRIPTION TO PULL LANGUAGE THAT'S GONNA BECOME OR UTILIZE THAT WAY, YOU'RE SAYING YES.
AND YOU'RE SAYING, WELL, THIS LANGUAGE WILL INSPIRE THAT.
SO, UM, THIS, THIS IS THE LANGUAGE THAT WE'LL MEASURE THINGS UP AGAINST.
DOES THIS SEEM TO, DOES THIS SEEM TO FOLLOW THE BRAND? THE BRAND ITSELF IS, UM, ALMOST NEVER APPEARS IN WRITING ANYWHERE.
UM, IT DOESN'T GO ON YOUR WEBSITE, IT DOESN'T GO AS A, YOU KNOW, A PR UM, THE BLOCK AT THE END OF THE, OF A PRESS RELEASE.
IT'S, UM, IT'S REALLY MEANT TO BE MORE FOR THE PEOPLE WHO ARE INVOLVED, YOU KNOW, WHO ARE VERY MUCH INVOLVED IN THE DESTINATION.
IT IS, IT'S BASICALLY LIKE THE RALLYING CRY.
YOU KNOW, DO WE ALL FEEL LIKE THIS REFLECTS ALL THOSE THINGS THAT WE THINK ABOUT SEDONA? AND IF YES, THEN YES, GO MARCH FORWARD.
AND THE THINGS YOU DO THEN MEASURE IT BACK AGAINST THAT EVERY TIME.
AND OVER TIME IT MIGHT BE THAT WE'LL LOOK BACK ON IT AND SAY, YOU KNOW WHAT? THIS PART DOESN'T SEEM AS ACCURATE ANYMORE.
WE DON'T FEEL AS STRONGLY ABOUT THIS ANYMORE.
AND SO IT MIGHT ADJUST OVER TIME, BUT THIS IS A POINT IN TIME WHERE, YOU KNOW, BASED ON EVERYTHING WE'VE HEARD AND BASED ON WHAT WE ARE, YOU KNOW, WHAT WE'VE READ AND THE DATA THAT WE'VE COLLECTED, YOU KNOW, THIS IS MEANT TO BE A REFLECTION OF KIND OF WHERE WE ARE AT THIS POINT FOR THE DESTINATION.
BUT AGAIN, IT'S REALLY AN INTERNAL DOC.
IT'S AN INTERNAL, WHERE THIS MIGHT BE USED IS, UM, TO GIVE, UM, IN THE INSTANCE THAT SOMEBODY NEEDED TO WRITE SOMETHING ON BEHALF OF THE TOURISM TEAM THAT WAS AN OUTSIDE CONTRIBUTOR, THIS IS PART OF THE HOMEWORK THAT THEY WOULD, THEY WOULD DO TO UNDERSTAND WHAT THE OUTPUT OF THEIR WORK WOULD SOUND LIKE AND BE FOCUSED ON.
SIMILARLY, UM, IF WE WERE WORKING WITH A PHOTO PHOTOGRAPHER OR VIDEOGRAPHY TEAM, WE MIGHT GIVE THEM SOME OF THESE ELEMENTS, THE VOICE AND THE TONE AND THE DESCRIPTION SO THAT WHEN THEY LEAVE AND THEY ARE OUT WORKING, THEY'RE ABLE TO STAY WITHIN THE BOUNDARY OF WHAT HAS BEEN DEFINED.
OR A SPECIFIC EXAMPLE BEING THE SUNSHINE TO SPARE CAMPAIGN THAT WE JUST LOOKED AT.
FOR EXAMPLE, IF I WERE TASKED WITH, LET'S COME UP WITH SOMETHING AS A CAMPAIGN, I WOULD GO TO THIS AND REVIEW IT, FEEL INTO IT, THINK ABOUT IT AND SAY, OKAY, I, I WANT OUR CAMPAIGN TO EXPRESS WHAT'S CONTAINED IN HERE, BUT I WOULDN'T NECESSARILY PULL ANY OF THESE SPECIFIC WORDS OUT AND MAKE THAT MY TAGLINE OR MY HEADLINE OR, OR SOMETHING LIKE THAT.
IT'S A, IT'S A SOURCE DOCUMENT IS THE WORD THAT I, THAT I WOULD USE SOMETIMES.
NOW, AS YOU KNOW, WE HAVEN'T YET COME TO YOU WITH OUR SWOOSH OR ANY OF THOSE THINGS.
UM, BUT THIS WILL INSPIRE THAT, RIGHT? AND IT'S, IT'S, IT'S ENTIRELY POSSIBLE THAT WHEN WE MIGHT GO THROUGH AND LOOK AT, I DON'T KNOW, 50 DIFFERENT TAGLINE OPTIONS, SOME OF THOSE TAGLINES MIGHT PULL SOME LANGUAGE OUT OF THIS BECAUSE MAYBE IT'S PARTICULARLY INSPIRING OR INTERESTING OR LENDS ITSELF REALLY NICELY THAT WAY.
AND SO WHEN YOU SEE A SERIES OF TAGLINES, YOU MIGHT RECOGNIZE SOME OF THIS.
AGAIN, IDEALLY, MOSTLY THOUGH WHAT YOU WOULD RECOGNIZE IS, YEAH, THAT SOUNDS LIKE WHAT WOULD'VE COME OUT OF THAT BRAND DESCRIPTION.
AND IF I MIGHT ADD TO THAT TOO, JUST IN REGARDS TO THAT NOWHERE AND THE SHARING OF THE ETHOS, AND I CAN UNDERSTAND IF THAT PARTICULARLY THE WORD ETHOS MAY NOT, MAY NOT RESONATE, BUT THAT SENTIMENT WAS SOMETHING THAT WAS LIKE PROLIFIC AS, AS WE, YOU HEARD ABOUT THE RESEARCH AND WE TALKED TO PEOPLE ABOUT THIS IDEA THAT THE PLACE, ESPECIALLY ENOUGH THAT IT, IT WE MAY NOT BE THE KIND OF DESTINATION THAT WANTS A COME ONE COME, ALL RIGHT? THAT WE WANT TO ATTRACT THE TYPE OF PERSON, UM, WHO SHARES THE VALUES AROUND STEWARDSHIP, AROUND PROTECTION OF THIS VERY SPECIAL PLACE.
AND I THINK THAT'S WHAT THAT WAS SORT OF TRYING TO, TO GET AT THAT, THIS SHARING OF THE DESTINATION WITH OTHERS WHO ARE GOING TO REVERE IT.
[01:40:02]
YES, PLEASE.SO I GET ALL THAT, BUT I ALSO THINK YOU COVER THAT IN THE LINE, RESIDENTS AND VISITORS ALIKE.
WE ARE ALL STEWARDS OF THE SANCTUARY THAT SAYING, EVERYONE WHO COMES HERE IS A STEWARD OF OUR LAND.
AND THE IMPLICATION IS, YOU MUST SHARE OUR ETHOS IF YOU BELIEVE THAT THAT TO BE THAT IS TRUE.
UM, SO IT JUST FEELS LIKE IT'S A REPETITION.
AND WE TALK ABOUT LIVING HERE AND WORKING HERE AND VISITING HERE UP ABOVE AS WELL IN DIFFERENT WORDS.
SO IT'S ALMOST LIKE YOU COULD JUST TAKE EVERYTHING OUT FROM THE DASH AND THE REST OF IT'S REPETITIVE, UM, BECAUSE IT'S IMPORTANT.
SO WE REPEATED IT, BUT IT FEELS ALMOST LIKE IT'S OUT OF CONTEXT NOW.
'CAUSE PARAGRAPH ABOVE OR A PARAGRAPH ABOVE THAT YOU ACTUALLY EXPRESSED ALL THOSE SENTIMENTS AGAIN.
AND THEN THE LAST LINE WAS REALLY YOUR, IT'S REALLY YOUR TAGLINE, RIGHT? SO THE LAST LINE IS, WE ALL THIS SUMMED UP TOGETHER IS THERE NEVER HAS BEEN AND THERE NEVER WILL BE ANOTHER PLACE QUITE LIKE SEDONA.
THAT'S YOUR SUMMARY OF ALL THE SPECIFIC DETAILS THAT YOU GAVE ABOVE.
SO IT JUST, IT JUST FEELS LIKE I GET WHAT YOU, WHERE YOU WERE GOING TELL THE MESSAGE, TELL THE MESSAGE AGAIN, AND TELL A MESSAGE THE THIRD TIME.
BUT I THINK THE THIRD TIME FEELS A LITTLE OUT OF PLACE 'CAUSE IT'S TOO CLOSE.
IT'S ONLY ONE SENTENCE AWAY FROM THE FACT YOU JUST SAID THAT, IF THAT MAKES SENSE.
SO I FEEL WHY, THAT'S PROBABLY WHY WE ALL FEEL IT FEEL OUT OF, OUT OF CONTEXT BECAUSE YOU JUST GAVE ME THAT CONTEXT.
I THINK THAT WOULD BE MY INTERPRETATION AND I'LL SHUT UP.
IT'S, UH, KATHY, IT IT, IT IS FOR ME, I AM RE I AM REACTING TO ALONGSIDE THOSE WHO SHARE OUR ETHOS.
I COULD ALSO LIVE WITH THE REST OF THAT PARAGRAPH, BUT I'M REACTING BADLY TO THAT PHRASE.
I JUST THINK IT'S TOO, IF YOU DON'T THINK LIKE ME, YOU'RE NOT WELCOME HERE, YOU KNOW? AND IF YOU DON'T SHARE MY INTERESTS, YOU'RE NOT WELCOME.
IT JUST, IT JUST, IT, IT'S, IT SEEMS OUT OF PLACE WITH THE REST OF IT TO ME.
BUT AGAIN, IF THIS IS SOMETHING THAT IS AN INTERNAL DOCUMENT AND USED TO INSPIRE, I DON'T WANT US TO WORDSMITH IT TOO MUCH.
I JUST THINK THAT THERE HAS BEEN REACTION TO THAT PART AND THAT'S WORTH NOTING AND ADDRESSING.
ALRIGHT, WE'RE GONNA MOVE ON THEN.
JESSICA, DID YOU WANNA ADD SOMETHING MORE? NO, MY THING'S NOT MOVING.
OH, I'LL QUICKLY ASK MY THING.
DID YOURS? THERE ISN'T, I'LL GO BACK.
WE'RE HAVING SOME, MARY, THERE WAS SOME WEIRD ETHOS UP HERE, HERE, SO I DUNNO, I'LL PUT ON MY ENGINEER HAT.
AND SO PERHAPS I DON'T REACT THE WAY OTHER FOLKS DO.
I ACTUALLY THOUGHT THAT WORD WAS SPECIFICALLY IN THERE TO APPEAL TO THE OTHER FOLKS IN TOWN THAT DON'T THINK PERHAPS THE WAY I DO.
I THOUGHT THAT'S A VERY SEDONA WORD AND I THINK THAT IT DOES
SO I WASN'T, UH, OFFENDED BY IT IN, IN ANY WAY.
I ACTUALLY THOUGHT THIS, THIS WHOLE PIECE IS REALLY, REALLY QUITE DONE, REALLY WELL DONE THINKING.
AND BY THE WAY, I THINK RAM HAS TO JUST DO THE VOICEOVER
JUST A QUESTION FOR THE, THE DVA FOLKS, AT ANY POINT DID YOU GET A FEEL THAT LIKE, WE'RE REALLY TRYING TO WORK TOO MANY DIFFERENT NEEDS INTO THIS BRAND VOICE? LIKE I'M LOOKING AT THE SLIDE SEVEN BRAND VOICE SLIDE, YOU KNOW, INSPIRATIONAL AND UPLIFTING, EDUCATIONAL AND RESPECTFUL, FRIENDLY AND INVITING, AUTHENTIC AND SINCERE.
AT ANY POINT DID YOU GO, MAN, WE'RE REALLY TRYING TO WORK AN AWFUL LOT IN HERE.
IS THIS MORE THAN WHAT WE NORMALLY TRY TO WORK INTO SOMETHING LIKE THIS? NO, I DON'T.
YOU KNOW, I THINK THE, THE, UM, THE WORDS THERE, UM, UH, AGAIN, ARE MEANT TO BE LEVERS.
AND SO WE WANTED TO MAKE SURE THERE WERE ENOUGH EMOTIONS AND, AND WAYS OF SPEAKING THAT IT COULD COVER, UM, A BROAD SET OF USE CASES.
UM, NOT THAT WE WOULD DO THIS, BUT IF THERE WAS SOME SORT OF LOCAL PSA AROUND HOW TO BEHAVE THAT COULD BE, YOU KNOW, MORE FRIENDLY AND INVITING OR, YOU KNOW, YOU CAN JUST, YOU CAN START TO PLAY WITH THE TONE OF THINGS BASED ON WHAT THE USE OF THAT IS.
AND SO WE DIDN'T WANT TO BE TOO LIMITING IN THE, THE TONE THAT WE COULD USE.
I THINK ALSO WE DIDN'T FEEL LIKE ANY OF THEM WORKED AGAINST EACH OTHER.
[01:45:01]
AND I, THAT WAS MAYBE THE MOST IMPORTANT THING.UM, I DON'T KNOW YOU GUYS, WE DIDN'T DO THIS SO MUCH WITH, I KNOW WE DID THIS WITH THE TAB WHEN WE ASKED LOTS OF QUESTIONS ABOUT LIKE PERSONALITY AND TONE AND THAT SORT OF THING.
AND I REMEMBER SPECIFICALLY ASKING, ARE YOU GUYS FUN? AND THEY WERE LIKE, UH, NO
AND SO WE'RE LIKE, SO WE DIDN'T PUT FUN IN, YOU KNOW, WE DIDN'T PUT GOOFY, WE DIDN'T EVEN PUT QUIRKY, EVEN THOUGH THAT WORD CAME IN.
UM, WE TRIED TO MAKE SURE THAT WE WERE MAINTAINING SOME LEVEL OF CONSISTENCY ALSO.
SO I WOULD SAY NO BECAUSE OF THAT.
NOW, IF WE WERE TRYING TO DO REALLY OPPOSITE THINGS, WE ARE VERY SERIOUS AND WE'RE FUN LOVING, YOU KNOW, THEN THAT, THAT'S WHEN IT GETS MORE PROBLEMATIC.
I WAS JUST ASKING BECAUSE OF THE EARLY PART OF THE PRESENTATION TODAY OF, YOU KNOW, MARKETING BAD, MARKETING GOOD, YOU KNOW, AND JUST, YOU KNOW, THERE IS A LITTLE BIT OF, UH, CONTRADICTION, UH, TO SOME EXTENT.
BUT I DO AGREE THAT AS THOSE FOUR AS ELEMENTS OF THE BRAND HOUSE THERE, THAT YEAH, THEY DO WORK TOGETHER.
BUT I WAS JUST WANTING TO KNOW IF YOU FELT LIKE IT WAS AT, AT ALL, IF YOU HAD EVER STRUGGLED WITH THE IDEA THAT MAYBE WE'RE TRYING TO DO TOO MUCH HERE.
I THINK IN THIS CASE, AND WHAT'S REALLY INTERESTING ABOUT SEDONA, AND ESPECIALLY AS WE START TO LOOK AT THE SUMMER CAMPAIGN IDEAS, IS, UM, WE KNEW GOING FORWARD THAT EVERYTHING WE DID WAS GONNA HAVE SOME KIND OF A STEWARDSHIP FOUNDATION, RIGHT? AND IF YOU'RE GONNA HAVE A STEWARDSHIP FOUNDATION, THERE'S DIFFERENT WAYS OF DOING THAT.
UM, WE CAN BE VERY SORT OF DIRECTING, WE COULD BE VERY, UM, YOU KNOW, UM, WE COULD BE UNWELCOMING.
WE WANTED TO HAVE THAT STEWARDSHIP, EDUCATIONAL RESPECTFUL STUFF GOING ON AT THE SAME TIME WITH A FRIENDLY AND INVITING TONE.
AND SO, IF ANYTHING, I THINK THIS AND THE AUTHENTICITY AND BEING SINCERE, I THINK THAT THIS ACTUALLY HELPS US TO MAKE SURE THAT WE ARE COVERING THOSE BASES OFF WHEN WE'RE PUTTING A CAMPAIGN TOGETHER SO THAT WE DON'T HAVE SOMEBODY COME BACK AND SAY, WELL, THAT'S SO UNWELCOMING THAT DOESN'T SOUND LIKE US.
SO, YOU KNOW, YEAH, THAT'S, UM, THAT'S HOW WE TEST 'EM AT LEAST IS, YOU KNOW, CAN WE COME UP WITH A CAMPAIGN SAY THAT ALLOWS US TO BE TRUE TO THESE VOICES.
AND ON SLIDE EIGHT, THE SEDONA IS, SEDONA IS NOT LIST IS, WAS THIS PUT TOGETHER BY THE DBA TEAM EXCLUSIVELY? IT, IT, WE ACTUALLY HAD SOME HELP FROM THE TAB ON THIS ONE TOO.
UM, THIS ONE WAS STARTED BY US AND THEN WE DID A LITTLE, I I WOULDN'T CALL IT BRAINSTORMING, BUT THERE'S ABSOLUTELY SOME INFLUENCE FROM TAB IN HERE BECAUSE WE DID HAVE SOME WORDS IN THERE THAT THEY FELT WEREN'T APPROPRIATE OR, YOU KNOW, WERE A LITTLE TOO HARD OR A LITTLE TOO FAR OFF ONE EDGE OR THE OTHER.
AND THE REASON I'M ASKING, I THIS NEEDS TO BE AUTHENTIC, RIGHT? IT'S NOT SUPPOSED TO BE ASPIRATIONAL.
WELL, YES, EXCEPT THAT SOMETIMES YOU CAN'T HELP IT A LITTLE BIT.
I MEAN, YOU DO TO SOME DEGREE WANNA BE, YOU WANNA KIND OF DISPLAY WHO YOU WOULD LIKE TO BE.
SO THERE MIGHT BE A LITTLE BIT OF ASPIRATION HERE AND THERE.
BECAUSE THE ONE LINE THAT I STRUGGLED WITH A LITTLE BIT WAS MAKERS VERSUS KNOCKOFFS.
AND THERE ARE LOTS OF MAKERS, BUT WE'VE GOT SOME KNOCKOFFS S OH, YOU KNOW WHAT'S REALLY FUNNY IS WE REALLY WANTED MAKERS IN THERE.
AND WE DID STRUGGLE WITH WHAT THE OPPOSITE OF THAT WAS.
AND THE OPPOSITE IS SORT OF KNOCKOFFS.
I MEAN, I DO KNOW THAT THERE'S A BUNCH SOME STUFF HERE THAT DESTROYERS WHAT? WELL, BAKER, DESTROYER, DESTROYER.
I, WELL, WE WERE THINKING ABOUT IN TERMS OF, YOU KNOW, THE ARTISANS AND, AND THAT SORT OF THING.
BUT YEAH, I, YEAH, I DON'T DISAGREE.
THIS IS, WE STRUGGLED HONESTLY IN THE IS NOT CATEGORY.
AT THE SAME TIME, I WILL SAY THAT THIS IS AND IS NOT, IS ALSO ONE OF OUR FAVORITE THINGS TO DO.
AND SO AT ANY POINT ANYBODY CAN ADD OR TAKE AWAY TO THIS LIST.
AND, UM, AND JUST LET US KNOW.
JESSICA, YOU HAD SOMETHING YOU WANTED TO SAY? OR DID YOU GET IT OUT? NO, I, I JUST WANTED TO SAY, UH, I THINK IT'S, I THINK IT'S, I MEAN, IT BROUGHT BRIAN AND HOLLY TO TEARS.
I THINK, I THINK IT SERVES ITS PURPOSE.
UM, BUT IT'S, I THINK THIS STUFF REALLY WORKS BECAUSE WHEN YOU SAID QUIRKY, I THOUGHT PORTLAND,
SO I THINK THIS STUFF IS REALLY IMPORTANT.
THE INDIVIDUAL WORDS ARE REALLY IMPORTANT.
SO COUNSELOR, ARE YOU JUST COMPLETELY DISPASSIONATE ABOUT THAT? THE BRAND STATEMENT? IT DIDN'T, NOT EVEN A TINY LITTLE BIT OF A TEARDROP IN THE CORNER OF YOUR EYE.
BUT, BUT I FELT, I FELT IT WAS A VERY STRONG AND, AND, AND HAD A LOT OF SPIRITUAL, I THOUGHT IT HAD A LOT OF SPIRITUALITY IN IT.
WHY DO YOU HAVE THE BOX OF TISSUES?
[01:50:01]
ON DOWN.THAT'S WHAT IT WAS FOR ME TOO.
YOU WANNA BE HOME BEFORE 11 O'CLOCK TONIGHT, PLEASE? YES, PLEASE.
OH, ACTUALLY NO, I'M GONNA SHARE.
SO, UM, AGAIN, UH, WEAVING THOSE THREADS WE'VE LOOKED AT, OKAY, DATA AND NUMBERS AND QUANTITATIVE.
WE, WE'VE LOOKED AT THE BRAND AND THE QUALITATIVE, AND NOW IF WE BRING THOSE THINGS TOGETHER, WHAT'S THE NAME OF THIS ONE? IS THIS SUMMER STEWARDSHIP OR SUMMER? UM, IT'S GONNA BE SUMMER STEWARDSHIP CONCEPTS, THANK GOD.
BUT THE, THE, I'M ACTUALLY GONNA SHOW YOU A DIFFERENT, UM, SLIDE.
JUST ONE SLIDE FIRST AND THEN WE'LL GET TO, UM, WE'LL GET TO THE PRESENTATION WITH THE, WITH THE CONCEPTS, WHICH IS TWO.
KEEGAN IS TELLING ME PAGE 2 29 IS THE CONCEPTS.
UM, BUT FIRST I, I JUST, YEP, THAT'S WHAT I GOT.
SO, GOING BACK TO THIS IDEA OF A SPECTRUM, AND THIS, NOW THAT I UNDERSTAND HOW YOU'RE FOLLOWING ALONG WITH THE PACKETS, I'LL KNOW NEXT TIME THAT REFERRING BACK TO A SINGLE SLIDE LIKE SIX POWERPOINTS AGO, MAKES IT HARDER FOR YOU TO TRACK.
SO NOTED, UH, I WON'T DO THAT AGAIN.
UM, BUT IN THE MEANTIME, UM, IF WE REIMAGINE THIS, THIS SPECTRUM AND, UM, ON THE ONE SIDE WE HAVE RESIDENT SENTIMENT.
ON THE OTHER SIDE, WE HAVE BUSINESS SENTIMENT.
UM, AND I WANNA BE REALLY CLEAR THAT BY VISUALIZING IT THIS WAY, I'M NOT INTENDING OR IMPLYING AND US VERSUS THEM, UM, THEY HAVE A LOT IN COMMON, ALTHOUGH THERE ARE DIFFERENCES.
BUT I WANNA STATE THAT FOR THE RECORD VERY CLEARLY.
THAT'S NOT WHAT I INTEND BY THIS.
BUT IF WE THINK OF THE MARKETING MESSAGE AS A FULCRUM NOW, AND SO THIS IS LIKE A SEESAW, AND IF THAT MESSAGE GOES TOO FAR TOWARD RESIDENT SENTIMENT, LET'S SAY, THEN THIS, IT GOES OUT OF BALANCE.
AND MAYBE OUR ECONOMY TAKES A HIT BECAUSE WE'RE PUSHING TOO HARD IN ONE DIRECTION.
IF IT GOES TOO FAR TOWARD A BUSINESS SENTIMENT, PERHAPS THEN WE SEE A DECLINE IN THE, THE QUALITY OF LIFE.
SO WE'RE LOOKING FOR THAT SWEET SPOT, THE, THE BALANCE, UM, OR THE HARMONY AS WE WERE TALKING ABOUT BEFORE.
UM, AND WITH THAT IN MIND, I, I THINK THERE ARE TWO FOUNDATIONAL QUESTIONS THAT WE'RE TRYING TO INVESTIGATE.
I WON'T SAY ANSWER, BUT TWO QUESTIONS THAT WE'RE INVESTIGATING.
UM, THINKING ABOUT THE TRAVELER'S INTENT TO VISIT.
SO THE FIRST QUESTION I THINK IS HOW MUCH OF AN EDUCATIONAL OR STEWARDSHIP MESSAGE IS NEEDED BEFORE WE SEE MEANINGFUL BEHAVIORAL CHANGE IN OUR VISITORS? WHAT WILL IT TAKE TO ACTUALLY CAUSE A CHANGE OF BEHAVIOR? THAT'S ONE QUESTION TO EXPLORE.
THE OTHER ONE IS HOW MUCH, WHAT, WHAT'S THE TOLERANCE OR THE RECEPTIVITY OF OUR INTENDED TRAVELERS? HOW MUCH OF AN EDUCATIONAL AND STEWARDSHIP MESSAGE CAN THEY RECEIVE BEFORE WE START TURNING THEM OFF, DIMINISHING THEIR DESIRE TO ACTUALLY VISIT? AND, UH, THE ONLY WAY TO EXPLORE THOSE TWO QUESTIONS IS TO TEST.
UM, AND THAT'S WHAT WE'RE GONNA GET INTO WHEN WE START TALKING ABOUT CONCEPTS.
UM, BUT STAYING AGILE, STAYING FLEXIBLE, UH, BEING READY TO PIVOT, UM, THE TOURISM PROGRAM IS BUILT THAT WAY.
UM, AND SO WE WILL KEEP THOSE, UM, THOSE THINGS IN MIND.
SO AGAIN, JUST, UH, THIS IS A VISUAL.
THIS IS JUST A WAY, UH, LIKE A LENS TO THINK ABOUT WHERE SHOULD THAT MESSAGING FALL? UH, WHERE IS THAT SWEET SPOT FOR THE MESSAGING? SO WITH THAT SAID, LET ME SWITCH OVER TO EXHIBIT H, WHICH IS HERE.
UM, SO I'LL SAY ONE MORE THING AND THEN I'LL HAND IT OFF TO MARY, WHICH IS, UM, THAT THIS IS A, A BRIDGE CAMPAIGN.
UM, I STRESSED THAT PRETTY HARD IN THE PACKET.
UM, AS YOU KNOW, THE, THE FULL BRAND IS NOT YET DEVELOPED.
HOWEVER, WE DIDN'T WANT TO MISS AN OPPORTUNITY THIS SUMMER TO GO TO MARKET.
EVERY TIME WE MARKET, WE LEARN.
AND ESPECIALLY WITH THE WAY, UH, DVA IS, UH, WORKING ON ATTRIBUTION AND, AND WHAT YOU SAW FOR THE WINTER MARKETING CAMPAIGN, WE WANT THAT OPPORTUNITY,
[01:55:01]
UH, TO LEARN AND BRING WHAT WE'VE LEARNED AND TEST FURTHER, UM, IN THE SUMMER CAMPAIGN.UM, WE'RE GONNA SHOW YOU THREE CONCEPTS, TWO OF THEM, UH, AS THEY WERE PRESENTED TO THE TAB, AND ONE THAT INCORPORATES, UH, RECOMMENDATIONS FROM THE TAB.
UM, AND AGAIN, WE'RE GONNA ASK FOR YOUR FEEDBACK AND DIRECTION ON THOSE.
WE'LL ALSO PRESENT A MEDIA PLAN, WHICH IS BASICALLY HOW DO WE PROPOSE TO PUSH THAT MARKETING MESSAGE OUT INTO THE WORLD? AND WE'LL ASK FOR YOUR FEEDBACK AND DIRECTION ON THAT.
SO DID YOU INCORPORATE ANY OF THE COMMENTS FROM THE LODGING COUNCIL INTO THE CONCEPTS AS WELL? 'CAUSE THEY WERE PRETTY, WE'RE PRETTY STRONG IN THEIR COMMENTS.
UM, THE SECOND ITERATION IS THE SOFTER ONE, RIGHT? UM, NO.
UM, BUT I DIDN'T HAVE THE MODIFIED CONCEPT AT THAT MEETING.
UM, THAT WAS DONE AFTER THE TAB.
I WANTED TO PRESENT TO THEM WHAT WE SHOWED TO THE TAB.
UM, AND WE DISCUSSED IT, BUT I DID NOT INCORPORATE, OR WE DID NOT INCORPORATE CHANGES FROM THE LODGING COUNCIL MEETING.
BUT THE TAB, THE TABS, UM, INPUT OR FEEDBACK WAS TO PROVIDE A SOFTER VERSION OF IT.
AND I KNOW, I REMEMBER I ASKED HIM IF YOU HAD, IF THEY HAD, IF THE LODGING COUNCIL HAD SEEN THAT AND IF THAT ACTUALLY ADDRESSED THEIR CONCERNS AND WE JUST DON'T KNOW.
'CAUSE WE DIDN'T GET A CHANCE TO SHOW THEM.
BUT THIS ITERATION HAS THE TAB INFORMATION IN IT, RIGHT? IT DOES.
SO REALLY YOU'RE SEEING TWO DIFFERENT CONCEPTS.
SO BEFORE YOU MOVE ON, I KNOW YOU'RE AT A HIGH, I WANNA JUST CHECK WITH THE COUNCIL.
DO YOU WANNA TAKE A 10, 15 MINUTE BREAK BECAUSE WE'RE ALREADY TWO MINUTES, TWO HOURS IN? I'M FINE WITH THAT.
WHAT'S THAT? ABOUT FIVE MINUTES OR 10 MINUTES? FIVE TO 10.
JOE, DOES THAT WORK FOR YOU IN TERMS OF YOUR YEAH.
CAN I JUST VERIFY ACTUALLY THAT YOU GUYS HAVE THIS FULL PORTION OF THE PACKET? I DO NOW.
SO WE, WE, WE WILL BE BACK IN OUR SEATS 10 AFTER FOUR.
AND THAT'S WHY I WANTED TO HEAR THAT.
AND I'M GONNA HAND IT RIGHT OFF TO MARY
UM, ALRIGHT, SO JUST BEFORE WE LEFT, ROB WAS TALKING ABOUT THE SUMMER STEWARDSHIP CAMPAIGN.
WE ARE CALLING IT PURPOSELY A SUMMER STEWARDSHIP CAMPAIGN.
ALTHOUGH, AS NOTED, UM, WE'RE TRYING TO FIND THAT BALANCE, UM, BETWEEN, UM, LETTING PEOPLE KNOW THAT THEY CAN COME HERE IN THE SUMMERTIME, WHICH IS OTHERWISE A SLOW SEASON.
AND ALSO STARTING TO BUILD A, UM, A FOUNDATION FOR STEWARDSHIP MESSAGING.
UM, OUR, BASED ON ALL THE THINGS WE'VE BEEN TALKING ABOUT, UM, OUR RECOMMENDATION AND THE DISCUSSIONS WE'VE HAD WITH STAFF HAVE BEEN THAT WHAT MAKES SENSE IS WHEN THE CITY IS DOING MARKETING AND THE CITY IS ASKING PEOPLE TO COME VISIT, THAT THERE ALWAYS BE SOME ELEMENT OF A STEWARDSHIP MESSAGE WRAPPED IN MM-HMM,
SO, UM, HOW FAR THAT GOES IS, UM, UP TO, YOU KNOW, VARIOUS PEOPLE'S OPINIONS.
UM, IN OUR OPINION, UM, WE ARE GOING WITH THAT BRAND VOICE WE TALKED ABOUT, WHICH IS, UM, THE, THE STEWARDSHIP, THE RESPECT, UM, BUT ALSO FRIENDLY, WELCOMING AND THOSE, UM, AUTHENTICITY OF THOSE KINDS OF THINGS.
UM, WHAT ULTIMATELY JUST A SNEAK PEEK AHEAD OF THAT MARKETING PLAN THAT YOU HAVEN'T SEEN YET? UM, WHAT WE ULTIMATELY WILL BE RECOMMENDING IS THAT THERE WOULD BE YEAR ROUND STEWARDSHIP MARKETING EFFORTS, UM, NOT JUST AROUND HIGH OR LOW SEASONS.
THE HIGH SEASONS WOULD BE FOCUSED MORE, YOU KNOW, CLOSER IN.
AND THOSE LOWER SEASONS, THE, UM, WINTER AND SUMMER WOULD BE FURTHER OUT, BUT ALL OF THEM WOULD INCORPORATE STEWARDSHIP.
THAT WOULD BE THE SORT OF THE DIFFERENTIATOR, IF YOU WILL, OF THE MARKETING EFFORTS AND THE, UM, EDUCATION EFFORTS THAT COME FROM THE CITY.
WITH THAT IN MIND, AS ROB MENTIONED, FOR SUMMER SPECIFICALLY, WE'RE CALLING IT A BRIDGE CAMPAIGN.
SO THE WINTER WAS A MINI CAMPAIGN 'CAUSE IT KIND OF STOOD ON ITS OWN.
IT WAS BEFORE WE REALLY GOT ANY OF THE REAL WORK DONE, BUT STILL INCORPORATED SOME ELEMENTS OF WHAT WE WANNA SEE GOING FORWARD, PARTICULARLY ATTRIBUTION ELEMENTS IN THE MEDIA BUY THE SUMMER CAMPAIGN.
WE'LL STILL TAKE SOME OF THOSE ELEMENTS IN TERMS OF THE MEDIA BUY, WHICH WE'LL TALK ABOUT SHORTLY, BUT NOW AND ON THE CREATIVE AND MESSAGING STARTS TO BRING IN SOME OF WHAT
[02:00:01]
WE'VE LEARNED FROM OUR RESEARCH AND UM, AND FROM THE BRAND WORK THAT WE'VE STARTED TO PUT TOGETHER.SO WITH THAT IN MIND, AS NOTED, WE ARE GONNA SHOW YOU TWO DIFFERENT CONCEPTUAL DIRECTIONS THAT BOTH DO SOMEWHAT OF THE SAME THING.
UM, OBVIOUSLY, YOU KNOW, THERE'S ALREADY A PRETTY HARD LEAN TOWARD ONE OF THOSE, UM, CONCEPTUAL DIRECTIONS.
SO I'M GONNA GO RELATIVELY QUICKLY THROUGH THE FIRST ONE, UM, BECAUSE I THINK THAT'S NOT WHERE WE'RE GOING, BUT WE STILL WANTED YOU TO SEE IT SO YOU COULD KIND OF SEE WHAT THE THINKING WAS.
AND THEN WHEN WE GET TO THE SECOND ONE, THAT'S THE ONE WE HAVE THE TWO ITERATIONS OF AND TRYING TO BE SENSITIVE TIME TO TIME.
SO THE FIRST, UM, THE FIRST DIRECTION WAS CALLED, IS CALLED TELL A DIFFERENT STORY.
UM, AS YOU CAN GUESS, UM, WHAT WE ARE ASKING PEOPLE TO DO IS, UM, IS TO SORT OF VACATION IN A DIFFERENT WAY.
TO THINK ABOUT A DIFFERENT WAY TO TELL THE WORLD WHAT THEY'RE DOING.
UM, THAT IDEALLY THIS WHOLE THING DOESN'T JUST LIVE ON INSTAGRAM.
YOU AREN'T JUST DOING, YOU KNOW, KIND OF THE DISNEYLAND RIDES AND THE, THE DEVIL'S BRIDGE AND WHATEVER, AND THEY CALL IT GOOD.
SO WE WANT PEOPLE TO BE PRESENT.
WE WANT, UM, WE WANT THEM TO THINK THAT THEIR STATUS IS THE ONES, UM, THAT END UP IN THEIR MEMORIES, NOT IN THEIR INSTAGRAM FEED.
UM, WE WANT YOU TO TELL A DIFFERENT KIND OF STORY, ONE OF THOUGHTFULNESS AND RESPECT.
UM, WE THINK THAT YOU'LL LOVE IT HERE BECAUSE WE LOVE IT HERE.
SO BE HERE AND TELL A DIFFERENT STORY.
AND SO WITH THAT, AND THIS IS NOT ALWAYS EASY TO SEE, BUT YOU'LL KIND OF GET A SENSE OF THIS, THIS PARTICULAR CAMPAIGN, WHAT WE FOCUSED ON IS A LOT OF DIFFERENT PEOPLE WHO ARE, UM, WHO ARE REALLY THE FOCUS OF EVERYTHING IN THE AD CAMPAIGN AS OPPOSED TO BIG, BIG RED ROCKS, BIG VISTAS, THAT SORT OF THING.
SO MUCH MORE ABOUT THE PEOPLE, SOMETIMES QUIRKY PEOPLE.
YES, I KNOW THIS IS NOT IN SEDONA, BY THE WAY.
UM, I SHOULD HAVE NOTED RIGHT OFF THE BAT OUR USUAL CAVEATS.
UM, EVERYTHING THAT YOU SEE HERE, THESE ARE CONCEPTUAL DIRECTIONS.
IT'S NOT NECESSARILY FINAL COPY AND THEY'RE DEFINITELY NOT FINAL PHOTOS.
WE USE STOCK PHOTOS TO SHOW CONCEPTS, SO HOPEFULLY DON'T GET TOO WRAPPED UP IN THAT.
WHAT WE TYPICALLY ASK PEOPLE WHEN WE SHOW CONCEPTS IS JUST SORT OF THINK WHAT YOUR GUT REACTION IS WHEN YOU FIRST SEE THEM.
AND THEN YOU CAN ANALYZE TO YOUR LITTLE HEART'S CONTENT AFTER THAT.
UM, THE PRINT AD BODY COPY IN THESE READS.
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.
UM, AND THEN THERE'S A COUPLE OF OTHER VARIATIONS 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 EVER LINKED WITH OURS.
BE HERE AND TELL A DIFFERENT STORY.
AND FINALLY, SEEK OUT THE REWARD OF A VIEW WELL EARNED.
AND WHERE EACH STEP ON SEDONAS TRAILS BRINGS YOU CLOSER TO NATURE'S HEART AND YOUR OWN.
REMEMBER THE JOURNEY'S BEAUTY IS MATCHED ONLY BY THE COMMITMENT TO PRESERVE IT FOR THOSE WHO FOLLOW, BE HERE AND TELL A DIFFERENT STORY.
AND WE'VE GOT A LITTLE SAMPLE STORYBOARD.
UM, WHAT WE WOULD BE LOOKING AT, UM, IN THE MEDIA PLAN, WHICH YOU'LL HEAR ABOUT SHORTLY, IS PRIMARILY DIGITAL.
UM, BUT THAT INCLUDES VIDEO, UM, VIDEO RUNNING DIGITALLY.
UM, SO VIDEO DISPLAY, WHICH MEANS IN THIS CASE WE HAVE AN EXAMPLE, 32ND VIDEO.
AND, UM, I'M JUST GONNA READ THE VOICEOVER WHILE YOU LOOK AT THE PICTURES.
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 LOVE IT HERE BECAUSE WE LOVE IT HERE.
AND WHEN YOU LOVE SOMETHING, YOU CARE FOR IT.
WHAT'S YOURS? OKAY, ANY QUESTIONS ON THAT BEFORE I MOVE ON? YOU WANT COMMENTS OR QUESTIONS? IT'S UP TO YOU.
OR WE CAN GO TO THE NEXT ONE AND THEN WE CAN HAVE MORE OF A FREE FOR ALL AT THE END.
I HAVE JUST ONE POINT FOR WHAT IT'S WORTH, THE VIDEO THAT SAYS HERE, PLEASE STAY ON TRAILS.
I I SAW A VERY SIMILAR SIGN, JUST A DIFFERENT MESSAGE THAT'S TAKE NOTHING BUT PICTURES, LEAVE NOTHING BUT FOOTPRINTS.
SO IS THAT SOMETHING MORE OF STAYING ON TRAILS, WHICH IS IMPORTANT ITSELF, BUT I THINK THIS SAYS A LITTLE BIT MORE JUST DRAWING OUT THERE, YOU DO WHAT YOU WANT, YOUR OTHER PROFESSIONALS.
AND, UM, AND WHAT'S GONNA BE INTERESTING, ESPECIALLY WITH THE VIDEO, YOU KNOW, WE HAVE TO SHOOT EVERYTHING.
[02:05:01]
AND IN FACT THAT'S ONE OF THE REASONS WE'RE SORT OF INTERESTED IN HEARING YOUR FEEDBACK AS WE'RE REALLY HOPING TO START SHOOTING REALLY SOON.UM, BUT THAT, UM, THE VIDEO THAT WE TAKE IS GOING TO BE REFLECTIVE OF THE STORY WE'RE TELLING AND, UM, AND HAVING THINGS THAT ARE IN SEDONA THAT RELATE TO, UM, YOU KNOW, LEAVING NO TRACE, BEING CAREFUL, UM, YOU KNOW, PARKING APPROPRIATELY, RIDING THE SHUTTLE, ALL THOSE KINDS OF THINGS ARE, UM, ARE CERTAINLY THINGS THAT WE'RE GONNA BE TALKING ABOUT.
AND WHAT I SHOULD HAVE NOTED AT THE BEGINNING AS WELL IS WHAT WE ARE ENVISIONING, AND WE'RE GONNA SHOW THIS IN THIS NEXT, WE TOOK THIS NEXT ONE A LITTLE BIT FURTHER ALONG.
UM, OUR THOUGHT WAS THAT WHILE ALL MESSAGING WILL BE, UM, STU UH, FOUNDATIONED IN STEWARDSHIP INSIDE OF SEDONA, SO GEOFENCED WITHIN LIKE A 25 MILE RAISED OF SEDONA, WE WOULD ACTUALLY HAVE A HUNDRED PERCENT EDUCATIONAL.
SO, UM, OUTSIDE WE'RE SAYING, SEDONA ISS A REALLY SPECIAL PLACE YOU SHOULD TAKE CARE OF INSIDE.
WE'RE GONNA SAY, NOW THAT YOU'RE HERE, HERE ARE SOME THINGS THAT YOU CAN DO TO MAKE SURE THAT YOU KNOW, YOU ARE BEING CAREFUL, RESPECTFUL, COURTEOUS, UM, CLEAN, WHATEVER THOSE THINGS ARE, WHICH YOU'LL SEE AN EXAMPLE OF HERE SHORTLY.
OKAY, CONCEPT TWO, CONCEPT TWO.
SO CONCEPT TWO, WE ARE CALLING IN THE MOMENT.
UM, IN A WORLD WHERE THE FOCUS OFTEN LIES ON CAPTURING IMAGES FOR SOCIAL MEDIA VALIDATION, THE ESSENCE OF LIVING IN THE PRESENT MOMENT IS OFTEN OVERSHADOWED.
THIS CONCEPT EMPHASIZES THE IMPORTANCE OF THE SMALL THINGS WE CAN DO THAT HAVE BIG IMPACT.
THIS IN TURN CAN CREATE A DEEPER RESPECT FOR NATURAL PLACES IN THE LOCAL COMMUNITY WHILE ENCOURAGING BETTER HABITS.
AND THEN AS NOTED, THIS IDEA ALSO LENDS ITSELF TO CREATING MORE EDUCATIONAL VIDEOS WHERE WE CAN FOCUS ON SOME OF THE DETAILED WAYS THAT PEOPLE CAN RESPON BE RESPONSIBLE AND AFFECT CHANGE WHILE THEY'RE IN THE MARKET.
FOR EXAMPLE, LEAVE NO TRACE, STAY ON MARK TRAILS, AVOID TRAIL OVERUSE, BEING POLITE AND COURTEOUS, ET CETERA.
THIS CAMPAIGN, UM, YOU WILL SEE VISUALLY IS A LITTLE BIT DIFFERENT IN THAT WHILE WE START OFF MAYBE SHOWING A MORE MACRO IMAGE, UM, A LARGER LANDSCAPE PEOPLE, WHATEVER IT IS, THEN IT COMES DOWN AND FOCUSES IN ON THE MICRO.
SO THE ABSOLUTELY THE FOCUS IS IN THE MOMENT, JO, NOT JUST IN TERMS OF LIVING IN THE MOMENT, BUT EVEN WHAT YOU'RE SEEING IN THE MOMENT, LIKE FOCUSING ON THE DETAILS IS SOMETHING THAT'S REALLY IMPORTANT WHILE YOU'RE HERE IN SEDONA.
SO YOU'LL SEE THE, UM, DIGITAL EXAMPLE IN THIS CASE, A CAROUSEL THAT STARTS OUT WITH A BIG LARGER IMAGE, UM, THAT SAYS BE THOUGHTFUL AND THEN A LITTLE BIT CLOSER IN, IN THIS CASE OF SOME BASKETS BE PURPOSEFUL AND THEN A REALLY CLOSE UP, UM, IN THIS CASE OF SOME CACTUS BE IN THE MOMENT.
AND THEN ANOTHER EXAMPLE, AGAIN, STARTING OFF WITH A BIG MACRO IMAGE OF THE, UM, OF THE TERROR OF THE, THE SCENERY.
BE THOUGHTFUL, COME IN CLOSER.
NOW YOU HAVE A, A LITTLE FAMILY BE PURPOSEFUL.
AND THEN A VERY CLOSE INSHOT IN THIS CASE OF, UM, A CULTURAL EVENT.
BUT IN THIS CASE NOW WE'RE LOOKING AT WHAT MIGHT AN AD LOOK LIKE THAT ONLY RUNS INSIDE OF THE, OF THE DESTINATION.
UM, WHERE WE MIGHT SHOW, UM, RUINS SOME SIGNAGE, UM, BE, YOU KNOW, INSIDE OF A SHUTTLE.
UM, BE BE CONSIDERATE, BE INFORMED, BE IN THE MOMENT.
SO A LITTLE BIT STRONGER OF A CALL.
UM, WE DO HAVE A PRINT OPPORTUNITY, UM, WITH A CO-OP WITH THE ARIZONA OFFICE OF TOURISM.
THAT'S WHY WE'RE ACTUALLY SHOWING YOU A PRINTED BECAUSE WE ARE GONNA NEED ONE.
UM, IN THIS CASE YOU CAN SEE THAT THE BACKGROUND IS A LARGER, MORE SCENIC IMAGE.
AND THEN THE FOREGROUND IS THAT SMALLER DETAILED IMAGE OF SOME CACTUS.
AND IN THIS CASE, THE BODY 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, LEAVING NO TRACE AND BEING RESPECTFUL MAKE ALL THE DIFFERENCE.
AND AS STEWARDS OF THIS LAND, IT'S NICE TO SLOW DOWN AND APPRECIATE THE DETAILS.
JOIN US AND EMBRACE THE MOMENT.
AND THE HEADLINE BE IN THE MOMENT.
IN THIS VERSION, IT'S IN THE DETAILS.
DISCOVER THE CONNECTION THAT COMES FROM ENGAGING WITH THE DESERT'S BEAUTY.
EMBRACE EACH MOMENT WITH MINDFULNESS, WHERE SIMPLE ACTS OF CARE, NURTURE A CULTURE OF RESPECT AND CONSERVATION FOR OUR NATURAL WONDERS.
JOIN US AND EMBRACE THE MOMENT.
AND UM, IN THIS CASE, THE LARGE SHOT IN THE BACKGROUND OF, UH, SCENERY AND THE SMALLER, UH, BASKET IMAGE IN THE FOREGROUND.
[02:10:01]
MORE DETAILED, UM, OUR VIDEO IN THIS CASE, THIS IS THE SORT OF OUT OF MARKET VIDEO.AND AGAIN, I'LL LET YOU TAKE A LOOK AT THE IMAGES WHILE I JUST READ THE VOICEOVER.
THERE ARE PLENTY OF BIG MOMENTS, BUT IT'S THE SMALL ACTIONS THAT COUNT.
STAYING ON TRAIL, LEAVING NO TRACE AND BEING RESPECTFUL, MAKE ALL THE DIFFERENCE.
AND AS STEWARDS OF THIS LAND, IT'S NICE TO SLOW DOWN AND APPRECIATE THE DETAILS.
JOIN US AND EMBRACE THE MOMENT WITH THE, UM, WITH THE ONSCREEN CAPTIONS.
BE THOUGHTFUL, BE COURTEOUS, BE PURPOSEFUL, BE IN THE MOMENT.
AND THEN AS A VARIATION OF THAT, WHAT WE MIGHT SHOW VIDEO WISE IN MARKET.
UM, SAME THING WHERE YOU CAN TAKE A LOOK AT THE VISUALS, UM, THE VOICEOVER READS IN SEDONA, THERE ARE PLENTY OF BIG MOMENTS.
YET A PLACE THIS GRAND REQUIRES SMALL, THOUGHTFUL CHOICES.
STAYING ON TRAIL, LEAVING NO CHASE TRACE AND BEING AWARE, RESPECTFUL, AND CONSIDERATE, MAKE ALL THE DIFFERENCE.
AND AS STEWARDS OF THIS LAND, WE'RE IN THIS TOGETHER.
WE NEED YOUR HELP TO PRESERVE AND PROTECT WHAT MAKES SEDONA SEDONA JOIN US.
AND EMBRACE, EMBRACE THE MOMENT, BE AWARE, BE CONSIDERATE, BE INFORMED, BE IN THE MOMENT.
SO THAT WAS OUR INITIAL TAKE ON THIS CAMPAIGN.
IT, YOU CAN SEE IT WAS, UM, IT WAS FAIRLY, IT WAS FAIRLY STRONG, YET STILL WE FELT, UM, WELCOMING, INVITING, STILL OBVIOUSLY BEAUTIFUL.
UM, I THINK STILL A, UM, A, A GREAT WAY TO RAISE AWARENESS AND PERCEPTION OF SEDONA ACROSS OUR TARGET MARKETS, WHILE STILL STARTING TO SORT OF PUT A LINE IN THE SAND, IF YOU WILL, OF, YOU KNOW, THIS IS WHAT'S IMPORTANT TO US.
AND, UM, TO THOSE WHO VISIT, WE DID MAKE A SECOND VERSION.
UM, AND THIS IS IN REACTION TO, UM, TABS INPUT.
UM, SO WE'RE CALLING THIS THE SOFTER OUT OF MARKET MESSAGING.
THE END MARKET WOULD STAY THE SAME.
THE, UM, THE OUT OF MARKET MESSAGING CHANGES REALLY IN FAIRLY SUBTLE WAY, UM, BY REMOVING THE WORD BE.
SO INSTEAD NOW, THE, UM, DIGITAL ADS SAY THOUGHTFUL, PURPOSEFUL IN THE MOMENT.
AND JUST NOTE, WHEN WE HAVE MULTIPLE EXECUTIONS, WE'D HAVE DIFFERENT WORDS, BUT JUST WANTED TO GET A SENSE THAT THERE'D BE A SERIES OF THESE ADS.
UM, THE OUT THE IN THE MARKET STILL HAS THE WORD BE, WE STILL ARE SAYING BE CONSIDER IT, BE INFORMED, BE IN THE MOMENT WHEN YOU'RE IN MARKET.
AND THEN THE PRINT AD, UM, IS ACTUALLY THE, THE BODY COPY IS THE SAME BECAUSE WE'RE STILL SAYING THE SAME MESSAGE, BUT WE'RE JUST SAYING IN THE MOMENT.
UM, AND SO THE PRINTOUT ALWAYS WAS A LITTLE BIT MORE SOFTER.
WE JUST DON'T HAVE THE WORD B IN HERE TO KEEP IT CONSISTENT.
AND THEN THE VIDEO, UM, ALSO ADJUSTS IN TERMS OF TAKING OUT THE B.
NOW IT IS THOUGHTFUL, COURTEOUS, PURPOSEFUL IN THE MOMENT WITH THE END MARKET STILL REMAINING THE SAME.
THAT WAS A PRETTY QUICK RUN THROUGH WITHOUT USUALLY, AS THESE GUYS KNOW, I USUALLY HAVE LIKE 10 MINUTES OF CAVEATS AT THE BEGINNING.
UM, BUT FIGURED YOU GUYS HAD A LITTLE HEAD START SINCE YOU SAW A TAB.
SO, UM, THAT'S WHERE WE STAND.
WOULD LOVE TO HEAR THOUGHTS FROM COUNSEL.
UH, ANY PREFERENCE? UH, UH, KATHY, JUST A GUT REACTION.
LOSING THE VERB BE AND LEAVING IT WITH ONLY THE ADJECTIVES REMOVES THE VIEWER FROM THE IMAGERY.
WHEN YOU SAY BE THOUGHTFUL AND YOU HAVE THAT PICTURE OF ALL THIS WONDERFUL THOUGHT PROVOKING NATURE, BE COURTEOUS.
ESPECIALLY TO BE PURPOSEFUL BRINGS THE VIEWER IN.
UM, I THINK LOSING THE VERB LOSES THE CONNECTION BETWEEN THE WORD AND THE IMAGE.
OKAY, PETE, DON'T WE JUST START ON THIS SIDE? SURE.
AND THEN WE'LL COME TO YOU GUYS.
MAYOR, THIS IS CLEARLY ABOVE MY PAY GRADE,
I'M GONNA DRAG MY FEET FEELING ABOUT THIS STUFF,
BUT THERE ARE REACTIONS THAT I HAD ON THE FIRST MESSAGE.
THE FIRST ONES, UH, ALL THE, THE DON'T OR TELL A DIFFERENT STORY ALL THE WAY.
[02:15:01]
TO ME, I, WELL, ALL THE WORDS THAT YOU'VE GOT IN ALL OF 'EM, I, YOU KNOW, I'M GOOD WITH THE WORDS, BUT WHEN I LOOK AT THIS ONE AND I SEE THE GIMME ONE WITH THE, NO, THE, THE TWO WOMEN TELL A DIFFERENT STORY.SO THE WORDS ON THE LEFT ARE KIND OF TELLING OUR STORY.
AND THEN, AND THE WORDS IS TELL A DIFFERENT STORY.
AND SO I HAVE COGNITIVE DIS THANK YOU.
ON THIS ONE PARTICULARLY, ALTHOUGH I, I LIKE IT.
I'M GONNA BE MORE ON THE BE PREACHY ABOUT THIS PLACE SIDE OF, OF THE LEDGER.
UM, AND TO ME IT'S SHARE OUR STORY, SHARE OUR STORY, INSTEAD OF TELL A DIFFERENT STORY IS TO SHARE OUR STORY.
THAT'S, THAT'S WHERE MY HEAD GOES WHEN I, I LOOK AT THIS STUFF.
AND THEN THE OTHER, THE SOFTER VERSION,
IT DOES SOMETHING THAT I CAN'T EXPLAIN WHAT IT DOES, BUT BE THERE WHAT WAS HELPFUL.
BUT IF I HAD TO PICK BETWEEN THE TWO, I LIKE WHERE THIS IS GOING.
I'M JUST NOT SURE I LIKE THAT PARTICULAR SET OF WORDS.
IT'S ON THE MAIN SET, SO THANK YOU, MA'AM.
I SHOULD HAVE MENTIONED, UM, THAT, AND I DIDN'T, BUT THE TELL A DIFFERENT STORY GARNERED THE SAME REACTION FROM TAB RIGHT? AS FROM YOU THAT, UM, IT WAS, THEY FELT IT WAS A LITTLE CONFUSING.
LIKE, WHOSE STORY ARE WE TELLING? ARE WE GONNA GET INTO SORT, YOU KNOW, IS IT, IS IT CONFUSING THERE? SO IT WAS, WE DEFINITELY ENDED UP GRAVITATING TOWARD THE, IN THE MOMENT AND THEN FOCUS MOST OF OUR TIME ON THAT ONE.
JESSICA, I ACTUALLY LIKE THE DESCRIPTION OF TELL A DIFFERENT STORY.
I LIKE THAT A LOT BETTER THAN THE SECOND ONE.
BUT I AGREE THAT WE SAY, YOU KNOW, THIS IS OUR STORY.
WE'RE THOUGHTFUL, KIND, AND LOVING OF, OF EVERYTHING TELL A DIFFERENT STORY.
IT'S SORT OF, YOU KNOW, TELL A STORY ABOUT HOW YOU ARE NOT AND HOW STUPID WE ARE.
I MEAN, SO THAT'S, THAT'S THE PROBLEM.
EVEN THOUGH I PREFER THE DESCRIPTION OF THE FIRST ONE.
I REALLY LOVE THAT LIKE, COME HERE AND WHAT YOU USUALLY HAVE TO SAY ABOUT YOUR VACATIONS.
YOU'LL HAVE A DEEPER, IT'LL BE A, A DIFFERENT STORY.
YOU'LL BE ABLE TO TELL AFTER EXPERIENCING THIS.
I JUST DON'T LIKE TELL A DIFFERENT STORY.
AND I DO KNOW THAT'S EXACTLY WHAT TAB SAID.
'CAUSE I DID WATCH THE MEETING.
SO, AND FOR THE HARDER OR THE SOFTER, I DON'T CARE.
IT'S, IT'S, YOU KNOW, I'M NOT SUBTLE ENOUGH TO TELL THE DIFFERENCE.
SO, UH, COUNCILOR FURMAN, UM,
UH, TOTALLY AGREE WITH COUNCILOR KINSELLA, THAT TAKING OUT THE BE JUST LIKE THOUGHTFUL.
WHAT THE HECK'S THAT MEAN?
UM, AND HARDER VERSUS SOFTER ON CONCEPT TWO.
SO IT DEFINITELY, IT'S THE QUOTE, YOU KNOW, HARDER, WHATEVER THE ORIGINAL TWO.
BUT, UH, MY QUESTION IS, IS, IS THIS THE MOMENT WHERE WE TALK ABOUT, ARE WE GONNA REALLY DO THIS? AND ARE WE REALLY GONNA SPEND OUTTA MARKET MONEY GIVEN WHAT THE BID IS GOING TO DO THAT THEY DON'T WANT TO TALK ABOUT THAT THEY'RE GONNA DO, BUT WE KIND OF KNOW WHAT THEY'RE GONNA DO ANYWAYS.
BECAUSE I WAS WAITING FOR A COUNSELOR FOR, AND I'M GOING TO, I WOULD ALMOST PREFER THAT WE TALK ABOUT THESE TWO THINGS AND THEN AFTER PICKING ONE, NOW WE TALK ABOUT WHETHER WE SHOULD
I'M PERFECTLY FINE WITH THAT AS WELL.
SO I JUST WANNA MAKE SURE THAT WE ARE GONNA TALK ABOUT THAT AND THAT, THAT THIS IS SOME FOREGONE CONCLUSION THAT WE'RE DOING THIS, UH, WITHOUT ANY FURTHER ADJUSTMENT.
SO, AND, AND UNLESS COUNSEL WANTS TO DO IT A DIFFERENT WAY, IT, IT ACTUALLY MIGHT MAKE MORE SENSE TO JUMP THROUGH TO THE MARKETING MEDIUM PLAN PLAN.
BECAUSE IF, IF YOUR CONSENSUS ON THAT IS, IS NO GO, THEN YOU DON'T HAVE TO SPEND YOUR TIME TALKING ABOUT THE NUANCES OF EITHER OF THESE PROPOSALS.
OKAY? THAT'S BECAUSE WE'RE CONSTANTLY BEING LED BY CITY STAFF.
WE DON'T OURSELVES IN THE PAPER, RIGHT? REMEMBER, THANK GOD, DO WHAT YOU LIKE.
[02:20:02]
SO I'M GONNA JUMP IN ON THIS, ON THIS SIDE BECAUSE IT'S A LONGER DISCUSSION ABOUT BID, RIGHT? BUT, UM, SO I AGREE WITH, UH, WHAT EVERYONE HAS SAID SO FAR ABOUT TELL A DIFFERENT STORY.I LOVE THE WORDS IN THE STORY, BUT AROUND HERE, WHEN YOU SAY TELL A DIFFERENT STORY, WE'RE STARTING TO THINK OH FEESS TEARING UP THE DESERT.
IS THAT THE STORY THAT YOU'RE GONNA TELL? 'CAUSE THAT'S DIFFERENT FROM THE WORDS THAT YOU'RE GIVING US.
SO, AND WE KNOW THAT'S HAPPENING.
UM, SO AS A RESIDENT, I WOULD LOOK AT THAT AND SAY, WELL, WELL WAIT A MINUTE.
WE DON'T WANT PEOPLE TO TELL THAT OTHER STORY.
WE WANT THEM TO TELL THIS STORY.
SO AGAIN, WHATEVER THE WORDING WOULD BE, IT IS MORE ABOUT THIS IS OUR STORY IN SEDONA AND WE WANT YOU TO BE SEDONAS RIGHT WHEN YOU COME HERE.
SO WHATEVER IT MIGHT BE, WHATEVER THE WORDING IS, I THINK THAT'S THE EMOTION THAT I WOULD SAY I'D WANT US TO BE CONVEYING.
HOWEVER YOU GET THERE, AND I KNOW ROB KNOWS THIS, BUT I'M A CONSUMER BEHAVIORIST, AND SO I WANNA KNOW LIKE, WHERE'S THE USER EXPERIENCE RESEARCH AND WHERE'S THE FOCUS GROUP AND WHAT DID PEOPLE FEEL WHEN THEY, WHEN THEY SAW THESE WORDS? AND I KNOW YOU HAVEN'T HAD TIME TO DO ANY OF THAT, AND YOU HAVE NO TIME TO DO ANY OF THAT, SO JUST IGNORE ME.
I DID HEAR THAT INPUT FROM YOU, BY THE WAY.
AND, UM, WE DO LIKE TO DO THAT
AND SO, YOU KNOW, IN THIS CASE, OBVIOUSLY WE'VE, WE'VE DONE A LOT OF RESEARCH THAT WE'VE, THAT WE'RE REALLY DEPENDING ON.
BUT WHAT WE HAVEN'T DONE IS, IS, IS ANY TESTING OF MESSAGING, UM, WE COULD, IN THIS PARTICULAR CASE, WE'RE TRYING TO OBVIOUSLY PUSH UP AGAINST A MAY ONE LAUNCH DATE FOR A SUMMER CAMPAIGN MAYBE.
UM, BUT ORDINARILY I WOULD SAY THERE, THERE ARE SOME WAYS THAT WE CAN DO THAT.
AND WE CAN EVEN DO SOME AB TESTING WITH SOME OF THE THINGS, YOU KNOW, SO THERE'S, THERE ARE STILL SOME THINGS WE CAN DO AT THIS POINT.
OUR SORT OF CONSUMER TEST
UM, SO, YOU KNOW, THAT'S, AND THAT, WHICH IS AN IMPORTANT HURDLE CERTAINLY TO GET BY, BECAUSE IT DOESN'T MATTER HOW MUCH CONSUMERS LOVE SOMETHING IF YOU ALL FEEL LIKE IT'S NOT APPROPRIATE FOR YOU.
SO REALLY THIS IS THE FIRST STEP.
AND THEN IDEALLY WE WOULD DO SOME KIND OF TESTING AND I GET IT.
AND, UM, AB TESTING, YOU KNOW, GET IT OUT IN, IN SIX DAYS INSTEAD OF SIX WEEKS.
I USUALLY TELL, I USED TO TELL MY TEAM SIX WEEKS, NOT SIX MONTHS, BUT THAT'S OKAY.
UM, I KNOW, AND, AND IT'S BOTH RIGHT? DO DO WE AS RESIDENTS AGREE WITH THE LONGER STORY THAT YOU'RE TRYING TO TELL? SORRY.
BUT YOU ALSO HAVE TO SAY, DOES IT HAVE THE RIGHT SENTIMENT RING FOR THE PEOPLE WE'RE TRYING TO BRING IN? BECAUSE IF IT DOESN'T, THEN WE'RE NOT GETTING THE AUDIENCE THAT WE, WE ARE TRYING TO TARGET.
YOU HAVE, YOU KNOW, YOU KNOW YOUR BUSINESS AND, UM, I ONLY KNOW THIS MUCH OF YOUR BUSINESS.
SO, UM, ANYWAY, I'M GONNA GO ON.
FIRST OF ALL, I KEPT WONDERING WHY DO YOU KEEP SAYING BE IN THE MOMENT, BUT ALL YOUR TEXT IS EMBRACE THE MOMENT.
SO IT FELT LIKE YOU SHOULD, THIS SHOULD BE EMBRACE THE MOMENT ON YOUR LAST ONE SO IT MATCHES.
'CAUSE THAT'S WHAT WE WANT YOU TO DO IS EMBRACE THAT MOMENT, UM, BE IN THE MOMENT.
BUT, UM, BUT YOU'RE NOT FROM SEDONA NECESSARILY UNTIL YOU'RE IN MARKET.
SO MAYBE THE BE IN THE MOMENT MAY NOT RESONATE AS WELL AS WHAT YOU JUST SAID, WHICH WAS EMBRACE THE MOMENT, WHICH I THOUGHT THAT REALLY CATCHES YOU.
UM, I DISAGREED WITH TAB, I DID WATCH TAB, UM, AND I DISAGREED WITH THE BI MEAN, I WAS JUST TALKING TO THE GUYS IN THE BACK AND YOU KNOW, THAT WAS LIKE, YOU KNOW, WE'RE TRYING TO SAY YOU SHOULD BE.
AND I THOUGHT IT WAS MORE LIKE, PLEASE BE RIGHT.
IT'S MORE LIKE, PLEASE BE THOUGHTFUL WHILE YOU'RE HERE.
AND THAT IS SOFT, RIGHT? WE'RE NOT GONNA TRY AND MAKE YOU 'CAUSE WE CAN'T MAKE YOU DO ANYTHING.
AND THAT'S, THAT'S THE OTHER END OF THIS, RIGHT? THAT'S WHY IT'S SO HARD TO MEASURE WHETHER OR NOT A BEHAVIORAL CHANGE CAMPAIGN ACTUALLY WORKED.
SO ESPECIALLY IN THIS CASE, 'CAUSE IT'S REAL HUMANS ON THE GROUND AS OPPOSED TO WHAT THEY JUST PUT INTO AN E-COMMERCE BASKET, FOR INSTANCE.
UM, WHICH IS WHERE I HAVE MORE EXPERIENCE.
SO I WISH
SO I, I'D LIKE THAT BECAUSE I HAD THE SAME PROBLEM THAT COUNSELOR KINSELLA HAD ONCE YOU TOOK OUT THE VERB.
I'M NOT SURE WHAT THOUGHTFUL WITH A STARRY SKY OVER SAY CATHEDRAL IS.
I DON'T KNOW WHAT I'M SUPPOSED TO TO DO.
LIKE, THERE'S SUPPOSED, THERE'S ALWAYS LIKE SOME ACTION WITH ADVERTISING.
YOU WANT ME TO DO SOMETHING WITH ADVERTISING SUBLIMINALLY OR NOT.
AND SO I, I JUST THOUGHT IT WAS ALREADY SOFT, UH, ENOUGH BECAUSE IN MY MIND IT WOULD BE PLEASE TO, TO BEHAVE THIS WAY.
SO THOSE WERE THE, THOSE WERE MY COMMENTS ON YOUR CAMPAIGN.
SO I, UM, I LOVE THE MINDFULNESS MESSAGE.
[02:25:01]
I THINK THAT IS VERY SEDONA.AND SO I LIKE THE BE IN THE MOMENT, BUT I LIKE EMBRACE THE MOMENT EVEN BETTER.
YOU COULD SEE AS AN OUTSIDE CAMPAIGN BECAUSE THEY'RE NOT IN SEDONA, THEY DON'T KNOW YET ABOUT THIS, UM, SPIRITUAL SORT OF GO CENTER YOURSELF.
THEY MAY, BUT YOU DON'T WANNA MAKE THAT ASSUMPTION.
'CAUSE THOSE AREN'T NECESSARILY THE ONLY PEOPLE WE'RE TRYING TO BRING IN.
BUT EMBRACE THE MOMENT RESONATES OR SHOULD RESONATE I THINK, WITH EVERYONE AS OPPOSED TO BE IN THE MOMENT.
AND THEN IF YOU'RE IN MARKET AND YOU WANNA SAY, BE IN THE MOMENT, WELL NOW YOU'RE SAYING THIS IS JUST A SEDONA MM-HMM.
I THINK THAT THE PRINT AD WITH THE CACTUS IS GORGEOUS, BUT I DON'T THINK THE CACTUS, I DON'T RESONATE WITH CACTUS IN SEDONA.
I RESONATE MORE THAT CACTUS IS PHOENIX.
I KNOW I SEE THEM, BUT I, AND MONEYS I I JUST FEEL LIKE IT'S MORE PHOENIX THAN US.
BUT ANYWAY, THE, IN TERMS OF THE, UH, I WATCHED THE TAB MEETING TOO, AND I WAS AT THE, AT THE, UH, LODGING COUNCIL.
SO I HEARD THE FEEDBACK FROM, FROM BOTH GROUPS.
I AGREE THAT TAKING OUT THE BEE LEAVES ME FLAT.
LIKE I DON'T, I DON'T KNOW WHAT IT MEANS THEN, BUT I, I DO, I DO UNDERSTAND AND I DON'T WANNA BE PREACHY EXCEPT WHEN THEY'RE HERE.
SO, UH, I WANT US TO HAVE A WELCOMING MESSAGE AND NOT ONE THAT MAKES ME FEEL LIKE I HAVE TO OBEY RULES.
NOT GONNA COME TO A PLACE WHERE THERE'S ALL THESE RULES.
MAYBE WHEN I'M THERE I'LL UNDERSTAND THE RULES, BUT IT'S NOT GONNA ENTICE ME TO COME.
I, SO I DON'T LIKE TAKING OUT THE BEE, BUT I DIDN'T LIKE THE BEE.
SO THE, HIS FOR ME NEEDS SOMETHING HAS TO HAPPEN THAT WE ARE, HUH? OH, WE ARE THOUGHTFUL.
SO IF YOU'RE, IF YOU'RE OUT OF MARKET AND YOU'RE TALKING ABOUT SEDONA AND SEDONAS, IT'S LIKE SAYING WE ARE THOUGHTFUL, WE ARE COURTEOUS, WE ARE PURPOSEFUL, WE ARE WHATEVER, AND WE WANT YOU HERE AND WE WANT YOU HERE.
AND THEN WHEN YOU'RE HERE, WE'RE ASKING YOU TO PLEASE BE YEAH.
THE WAY WE ARE BECAUSE THIS IS HOW WE ARE IN OUR OWN CITY.
IT'S JUST, IT WAS A THOUGHT THAT I HAD RUNNING THROUGH MY HEAD AS WE WERE, AS I WAS THINKING ABOUT THIS IN, IN WATCHING TAB.
AND I, I, I HAVE TO ADMIT GUYS, UM, BACK THERE IN TAB, UM, I WAS COMING OUT OF ANESTHETIC AT THE TIME, ANESTHESIA AT THE TIME.
SO I KEPT FALLING ASLEEP AND THEN HAVING TO REPLAY IT
SO I PROBABLY WATCHED IT WAY MORE TIMES
WHICH, WHICH IS HIS CRAIG'S YES.
CRAIG WANTED DARK SKIES AND HE GOT IT
AND THAT'S REALLY EVERYBODY ELSE'S KIND OF VOICED A LOT OF MY COMMENTS, RIGHT? ALRIGHT, I'M GONNA GO AND THEN GO TO BRIAN.
I, I, I LIKE THE B UH, I THINK IT, IT'S IN INCOMPLETE WITHOUT IT AND I APPRECIATE, UH, PETE'S IDEA OF SHARE THE MOMENT.
I THINK THAT DOES MAKE MORE SENSE.
SO, UH, AND WE SAID SHARE THE STORY.
BECAUSE TO ME THAT'S, I HAVE MY STORY, YOU HAVE YOUR STORY, LET'S SHARE THEM INSTEAD OF IT'S ONE WAY.
SO I SORT OF HAD A MINOR EPIPHANY THINKING ABOUT THIS.
SO IF YOU GO BACK TO SLIDE 17 OF OUR DECK, THE LAST BULLET TRAVELER PROFILES THAT FIT PERSONAS OF SUSTAINABILITY, PRIORITIZERS LEAVE NO TRACE ADHERENCE AND HIGH VALUE TRAVELERS.
THOSE ARE THE FOLKS THAT ARE SUPPOSED TO BE COMING HERE.
AND WE OUGHT TO BE TRYING TO, I THINK, VIEW THESE CAMPAIGNS THROUGH THOSE LENSES, WHICH I WOULD SAY THE FIRST TWO THESE CAMPAIGNS SPEAK TO RELATIVELY WELL.
AND THE THIRD ONE, NOT SO MUCH SO, AND INTERESTINGLY, VICE MAYOR, I'D SAY YOU PROBABLY FIT INTO THE HIGH VALUE TRAVELERS SEGMENT, WHICH IS WHY YOU WOULDN'T LIKE SEEING THE CACTUS BE COURTEOUS, BE RESPECTFUL, ET CETERA.
WHEREAS THE SUSTAINABILITY PRIORITIZERS AND LEAVE
[02:30:01]
NO TRACE ADHERENCE MIGHT GO, HECK YEAH.UM, BUT THAT KIND OF CAME TO MIND AS WE WERE, YOU KNOW, GOING AROUND THE ROOM HERE.
THANKS MAYOR KATHY, THE SHARE THE STORY.
I LIKE, I LIKE SAYING SHARE BECAUSE IT BRINGS YOU IN TO IT AS WELL.
IT'S, IT IS, IT'S A SHARED AS A COMMON EXPERIENCE THEN, WHICH IS A VERY WELCOMING MESSAGE TO ME.
UM, AND I JUST REALIZED THAT I HADN'T COMMENTED FOR ON CONCEPT ONE.
SO IT'S, I JUST WANTED GET THAT IN AND RECOGNIZE THAT IT'S A ENGINEER WHO DID THAT CREATIVE.
BECAUSE HE'S NEXT TO THE TISSUE BOX
UM, I LIKED THOUGH WHAT MELISSA SAID ABOUT EMBRACE, AND I LIKE THAT CHANGING THAT CONCEPT UP FOR THE OUT OF MARKET EMBRACE AND THEN IN MARKET B, BECAUSE I THINK IT ACCOMPLISHES EXACTLY WHAT YOU'RE TRYING, WHAT, UH, HOLLYWOOD YOU WERE TRYING TO PUT YOUR FINGER ON.
CAN I ASK A QUESTION REAL QUICK? ABSOLUTELY.
SO I'M GOING TO, UM, JUMP ON, ON BRIAN'S COMMENT.
SO HIGH VALUE TRAVELERS, WHEN YOU LOOKED AT THE PERSONA, WHAT ARE THE ELEMENTS OF THAT PERSONA? BECAUSE OBVIOUSLY IF, IF, YOU KNOW, THE VICE MAYOR IS THERE, SHE'S NOT OUT HIKING 'CAUSE SHE DOESN'T LIKE CACTUS.
SO, UM,
WELL, SO, SO THE QUESTION IS, WHO ARE THOSE PEOPLE? AND DO THEY, DO THEY NEED DIFFERENT IMAGERY, BUT THE WORDS WORK? OR DO THEY NEED DIFFERENT WORDS AS WELL AS IMAGERY IN ORDER TO BRING THEM IN? SO HERE'S WHAT I WOULD SAY TO THAT.
SO WE KNOW THOSE TWO ARE OBVIOUSLY ALIGNED, RIGHT? THE SUSTAINABILITY AND THE LEAVE NO TRACE ADHERENCE.
UM, THE, UM, THAT THIRD PERSONA, THE HIGH VALUE TRAVELER, THAT'S THE PERSON WHO BASICALLY BUDGETS MORE THAN $5,000 FOR A TRIP.
THAT'S WHAT THEY CONSIDER A HIGH VALUE TRAVELER WHO HAPPENED TO END UP ALSO FOLLOWING INTO OUR LITTLE BUCKET OF PERSONAS OF PEOPLE WHO WERE APPRECIATIVE OF, OF SEDONA OR WANTED TO GO TO SEDONA OR WERE MOST INTERESTED IN GOING TO SEDONA.
UM, I WOULD, I WOULD SAY THAT THE WHOLE PURPOSE OF WHAT WE'RE DOING RIGHT NOW IS TO TRY TO HAVE A WAY OF PUTTING OURSELVES IN FRONT OF A POTENTIAL AUDIENCE THAT WE HOPE WILL MOST BE APPROPRIATE TO VISIT HERE IN A WAY THAT SETS US UP, SETS UP THE EXPECTATION OF WHAT WE EXPECT FROM PEOPLE AND WHAT WE EXPECT FROM OURSELVES AND THE KIND OF DESTINATION WE ARE.
UM, WHICH IS NOT A, JUST ANYTHING GOES KIND OF A PLACE.
UM, I WOULD, I WOULD SAY THAT, UM, THAT'S THE WAY THAT YOU CAN HAVE AN IMPACT, UM, FROM, AGAIN, THIS IS FROM THE CITY, RIGHT? THE CHAMBER WILL BE DOING SOMETHING VERY DIFFERENT.
UM, EXPEDIA WILL BE DOING SOMETHING DIFFERENT.
PINK CHEAP TOURS WILL BE DOING SOMETHING DIFFERENT.
I MEAN, EVERYBODY IS OUT THERE DOING THEIR OWN THING.
THE ONE THING THAT WE THINK IS SORT OF YOUR STAKE IS WE ARE GONNA BE OUT THERE, WE'RE GONNA TELL PEOPLE ABOUT HOW AMAZING SEDONA IS, BUT WE'RE GONNA DO IT IN A WAY THAT SETS UP RIGHT FROM THE GET GO.
YOU KNOW, THE VALUE OF THIS PLACE, THE FRAGILITY OF THIS PLACE.
AND UM, AND, AND WE BELIEVE THAT THAT WILL ATTRACT PEOPLE TO SEDONA AND WE BELIEVE THAT IT'LL ATTRACT THE RIGHT PEOPLE TO SEDONA.
UM, AND WE BELIEVE YOU'RE THE ONLY ONES YOU'RE GONNA BE PUTTING THAT MESSAGE OUT THERE, PARTICULARLY OUTSIDE OF THE MARKET.
SO I'D SAY THAT, YEAH, WE KNOW HIGH VALUE TRAVELERS ARE ON OUR RADAR BECAUSE THEY'VE ALREADY PUT THEMSELVES THERE ALL BY THEMSELVES.
SO WE'RE STILL GOING TO BE MARKETING TO THAT PERSONA, UM, BUT STILL BELIEVE THAT THE APPROPRIATE MESSAGE EVEN FOR THAT PERSONA IS THAT SEDONA HAS A SPECIAL PLACE AND REQUIRES SPECIAL CARE.
UH, I THINK THAT, YOU KNOW, IS THE VICE SMEAR BROUGHT UP LIKE CONDE NAST, THAT, THAT TO ME IS HIGH VALUE TRAVELER, RIGHT? OUTSIDE MAGAZINE.
SO WHY, I MEAN, WHY WOULDN'T WE HAVE DIFFERENT IMAGERY AND TAILORED MESSAGING? I MEAN, TO ME IT'S JUST ANOTHER FORM OF AB TESTING ULTIMATELY.
SO I DON'T KNOW WHY WE WOULDN'T, UH, TAILOR MORE, UM, GIVEN THOSE THREE PARTICULAR PERSONAS.
AND POTENTIALLY IF WE WERE GONNA BE IN CONDE NAST, MAYBE THAT'S SOMETHING WE COULD THINK ABOUT.
I DON'T, I DON'T KNOW THAT, THAT I WOULD STILL, I THINK I'D PROBABLY STILL ARGUE THAT, YOU KNOW, THERE'S A THEME, THERE'S A BRAND THAT IS ATTACHED TO SEDONA AND YOUR RESPONSIBILITY IS TO BE TRUE TO THAT BRAND
[02:35:01]
ALL THE WAY DOWN THE LINE.UM, THAT'S NOT TO SAY THAT, AND I MEAN, I DON'T KNOW, YOU MIGHT, THERE MIGHT BE SOME PLACES WHERE YOU YIELD SOME GROUND TO LIKE THE CHAMBER OR THE, YOU KNOW, AMBI, BEYONCE,
ANY OTHER COMMENTS? YOU NEXT? ALRIGHT.
DO YOU HAVE, WELL FOR THIS HERE, DID YOU, YOU HAVE THE INFORMATION YOU NEED? I THINK WE DO ACTUALLY WE STILL HAVE CONVERS, RIGHT? IT'S THE NEXT PRESENTATION I THINK.
WE, WE NEED TO TALK ABOUT THE MEDIA PLAN AS FAR AS THE CONCEPTS GO.
I THINK WHAT I WAS LOOKING TO HEAR WAS PURSUE CONCEPT X WITH THE FOLLOWING COMMENTS ATTACHED TO IT.
BUT AS WE'VE ALREADY SEEN THE CONCEPT AND THE MEDIA PLAN, NOW YOU'RE, YOU'RE, YOU HAVE FOUND THE NEXUS OF THOSE TWO AND WE PROBABLY SHOULD TALK ABOUT THE MEDIA PLAN AND MAYBE COME BACK, BUT I'M LOOKING FOR CLEARER DIRECTION ON WHAT WE'RE GONNA DO.
OKAY, MELISSA? SO IF I CAN JUMP IN.
I THINK WHAT I HEARD, AND EVERYONE CAN, CAN AGREE OR DISAGREE IS THAT IF YOU ARE GONNA DO AN AB TEST, YOU WANNA DO AN AB TEST WITH SHARE THE STORY AND THE B AND EMBRACE THE MOMENT, WHICH HAS EMBRACE THE MOMENT THE, THE B SERIES HAS THE EMBRACE THE MOMENT AND THAT, THAT FOR US, I THINK WE'RE, EVERYONE SEEMS TO FEEL LIKE THEY LIKED THE STORY, THEY JUST DIDN'T LIKE THE TELL A DIFFERENT ASPECT OF IT.
AND WE LIKED THE IMAGERY WITH THE B WHATEVER AT, WITH EMBRACE THE MOMENT OR BE IN THE MOMENT AT THE END.
UM, BUT WE'RE NOT PROFESSIONALS HERE, SO WE COULDN'T TELL YOU WHICH ONE OF THOSE IS GONNA RESONATE BETTER.
WE WOULD SAY IF YOU WANTED TO DO AN AB TEST WITH THOSE TWO, THOSE TWO CONCEPTS IN MARKET OUTTA MARKET, WHATEVER, THAT WOULD BE WHAT WE WOULD ASK YOU TO DO TO SEE WHETHER OR NOT ONE PULLS HIGHER THAN THE OTHER.
SO IF I COULD, IF I COULD, OR ARE WE THE AB TEST? IF I COULD ASK, THAT'S HOW I TOOK IT.
SO EMBRACE NO BE AND BE LIKE, I FEEL LIKE THAT'S PROBABLY MAYBE MORE WHAT WE ARE HEARING.
SAY THAT AGAIN? EMBRACE AND THEN WHAT? NO.
BE EMBRACE NO BE AND BI THOUGHT I HEARD CONSENSUS THOUGH, OR WE WANTED THE BE MAJORITY CONSENSUS TO THAT WE WANT THE BE, SO.
WHY WOULD YOU DO THE NOBY? WELL, OKAY, WELL I GUESS AT LEAST THAT'S WHAT I HEARD.
I THINK I'M SEEING FIVE OF US.
EMBRACE OUT OF THE MARKET, BE IN THE MARKET, CORRECT? WAS THAT CONSENSUS? YES.
OKAY, WELL THEN, THEN WE DON'T, THEN WE ARE GOOD.
YEAH, WE WERE, WE WERE, WE KNEW WHAT WE WERE SAYING.
YEAH, WE JUST WERE CHANGING YOUR LAST I GOT IT.
LAST IMAGE IN THE, IN THE SEQUENCE RIGHT.
FOR CONSENSUS ON THAT THEN THAT'S CLEAR DIRECTION.
AND WE CAN SAVE, SHARE THE STORY PERHAPS FOR ANOTHER TIME.
I, I ALSO, I'M JUST GONNA PUT THIS BACK ON THE RADAR.
IT IS A BRIDGE CAMPAIGN, MEANING WE HAVEN'T FULLY DEVELOPED THE BRAND YET AND WE'RE JUST, THIS IS TO BRIDGE THE GAP UNTIL MAYBE WINTER WHEN WE HAVE A FULL BRAND AND WE CAN BRING THAT BACK TO YOU.
JUST WANNA MAKE SURE WE DON'T LOSE, LOSE SIGHT OF THAT, BUT NO, THAT'S PERFECT.
THAT'S SOMETHING WE CAN, ALRIGHT, WE CAN TAKE ACTION ON THAT.
I'M GONNA SWITCH OVER TO THE, AND BRIAN, YOU WANTED TO GO OVER SOMETHING NEXT WITH THE, THE BID OR NO, THE NEXT IT'S GONNA COME UP AS PART, I JUST WANNA BE SURE WE DIDN'T LOSE WHAT YOU WERE ASKING FOR.
THIS IS NOT THE, ALL RIGHT, WE'LL GET THROUGH THIS IN ABOUT FIVE MINUTES.
I'M SURE THERE WON'T BE ANY CONTENTION AROUND MARKETS HERE.
UM, UM, SO COMING INTO THE SUMMER CAMPAIGN, UM, WHAT DO WE NEED A, A SLIDE NUMBER TO OH, OH YEAH.
HAVE FROM THERE WHAT SLIDE IS THIS OR WHAT? OH, WE ALSO HAVE THE ONE THAT KAREN SENT US.
OH, YOU COULD JUST LOOK AT THE ONE KAREN SENT YOU, IF THAT'S EASIEST TO YES, IT'S EXHIBIT I.
DID YOU SEND THE ACTUAL I DID EXHIBIT ONCE.
EXHIBIT I, OH, I SENT, SHE SENT IT PAGE TWO 50.
NO, I SENT THE VISITATION OF THE PACKET.
RIGHT? THAT'S OH, SUMMER STEWARD MEDIA PLAN.
SUMMER SURGE OF CAMPAIGN MEDIA 54.
YES, YOU HAVE THAT IN YOUR, IN YOUR EMAIL.
[02:40:02]
OR THE SEPARATE EMAIL OR THE SEPARATE EMAILSO, UM, WE'LL, WE'LL JUST JUMP TO SLIDE THREE THEN.
UM, CAMPAIGN GOALS, UM, AGAIN, AS THE BRIDGE CAMPAIGN, UM, WE, WE DID WANT TO TAKE THE LEARNINGS FROM ALL OF THE RESEARCH AND START TO APPLY THAT.
SO OBVIOUSLY CONVEY A STEWARDSHIP, STEWARDSHIP MESSAGE WITHIN SEDONA IN PHOENIX AND KEY SUMMER VISITATION MARKETS, UM, DRIVE A POSITIVE RETURN ON AD SPEND, UH, TARGET A FIVE X OR BETTER DRIVE DEMAND AND BOOKINGS FOR SEDONA LODGING PROPERTIES AND GENERATE ATTRIBUTABLE ECONOMIC IMPACT FOR THE CITY OF SEDONA.
SO WE TOOK A A FAIRLY DEEP DIVE INTO, UM, MARKET ANALYSIS IN A, IN A COUPLE DIFFERENT WAYS.
UM, USING THE THE DATA FI PLATFORM FOR VISITATION, WE ARE ABLE TO JUST LOOK AT MARKETS THAT STAY IN THE LODGING PROPERTIES, UH, WITHIN SEDONA.
SO WHAT YOU SEE HERE, UM, ARE RELATIVELY SPEAKING THE CAMPAIGN DATES.
JOHN, CAN WE JUST ASK YOU TO TAKE IT OUTSIDE OR IT'S, IT'S, I APOLOGIZE.
NO, IT'S JUST RESONATING TO ADE.
UM, SO YOU CAN SEE WE'VE, WE'VE LOOKED AT FOUR DIFFERENT YEARS FOR THE, FOR ROUGHLY THE SAME TIME PERIOD.
UM, JUST TO TRY TO DETERMINE WHAT, WHAT ARE THE MARKETS, UM, THAT ARE GONNA BE HERE, UH, OR THAT HAVE BEEN HERE HISTORICALLY.
UM, CLEARLY PHOENIX, LOS ANGELES, TUCSON, UH, NEW YORK, CHICAGO, OVERLAPPING FROM THE WINTER CAMPAIGN.
DALLAS, LAS VEGAS, SAN DIEGO, HOUSTON, AND ATLANTA.
SO THAT WAS, UH, WHO CAME AND STAYED IN, UH, OUR LODGING PROPERTIES OVER THOSE FOUR YEARS.
THEN WE LOOKED AT TOP SPEND MARKETS.
UM, WE DON'T HAVE AS MUCH DATA, UM, HISTORICALLY SPEAKING FOR SPENDING.
UH, WE ONLY HAVE KIND OF THE LAST COUPLE YEARS.
UM, AND I'LL KIND OF SKIP OVER SLIDE SIX BECAUSE IT'S, IT'S JUST A, A LOT OF THE DETAIL AND JUMP, UM, TO SLIDE SEVEN, WHICH IS BASICALLY JUST SHOWING, UM, THE TOP MARKET BY AVERAGE SPEND AND IT DOESN'T CHANGE THAT MUCH, UM, FROM WHO STAYS IN THE HOTELS.
AND I THINK THIS IS PROBABLY THE MOST HELPFUL SLIDE BECAUSE IT SHOWS, UM, TOP, UH, MARKETS, UM, BY VISITATION AND THEN TOP SPEND MARKETS.
SO PHOENIX, LOS ANGELES, TUCSON, UH, IN THE TOP THREE, NEW YORK, CHICAGO, DALLAS, AND SAN DIEGO.
UM, OUR MARKETS THAT SHOW UP AS A PERCENT OF VISITATION, BUT, UM, ALSO SPEND, UM, AND ANY MARKET THAT'S NOT HIGHLIGHTED DOESN'T SHOW UP IN BOTH COLUMNS.
SO THE GREEN ARE, ARE WHAT WE WOULD SAY WOULD BE YOUR GO-TO MARKETS.
UM, AND THEN, UM, THE, THE ONES NOT HIGHLIGHTED, UH, ARE, ARE A BIT OF A JUDGMENT CALL IN, IN WHAT OUR, IN OUR ESTIMATION, WE LOOK AT SEATTLE, LAS VEGAS, DENVER, AND SAN FRANCISCO, UM, OVER HOUSTON AND ATLANTA.
CAN I ASK A QUESTION ON THAT? YES.
SO IF THESE PEOPLE FROM THESE MARKETS ARE COMING HERE IN DROVES, RIGHT? WHY WOULD WE WANT TO ADVERTISE IN THOSE MARKETS VERSUS MARKETS THAT HAVE A SMALLER PRODUCTION OF PEOPLE TO US TO TRY AND GET, I MEAN, I'M JUST TRYING TO UNDERSTAND 'CAUSE THIS IS NEW AREA FOR ME.
SO IF YOU COULD GIMME THAT REASONING PLEASE.
I THINK THERE'S A, THIS ADAGE, I GUESS FISH WHERE THE FISH ARE TO SOME DEGREE, BUT ALSO WE WOULDN'T NECESSARILY PUT THE SAME, UH, DOLLAR EMPHASIS IN EVERY SINGLE MARKET.
UM, I THINK OBVIOUSLY, UM, I'M GONNA USE PHOENIX AS THE EXAMPLE.
PHOENIX IS THE OBVIOUS WINNER HERE IN BOTH CATEGORIES.
UM, FROM, FROM WHAT WE'VE ALSO LEARNED, I THINK THE SENTIMENT AROUND PHOENICIANS VISITING IS ALSO, YOU KNOW, LEAVES A LITTLE BIT TO BE DESIRED.
SO WITH WHAT WE'RE AIMING TO DO WITH THE STEWARDSHIP MESSAGING, I THINK REACHING INTO PHOENIX AND TRYING TO ATTRACT THE, THE, THE QUOTE UNQUOTE RIGHT VISITORS FROM THAT MARKET
[02:45:01]
IS PART OF THAT THOUGHT PROCESS.UM, BECAUSE WE'RE SPENDING IN, UH, A NUMBER OF DIFFERENT MARKETS AND WE CAN FOCUS THE SPEND HIGH LOW, UM, WE'RE SIMPLY IDENTIFYING WHERE WE THINK WE HAVE THE HIGHEST LIKELIHOOD OF RETURN ON AN INVESTMENT, AND THEN WE CAN ALWAYS DIAL UP OR DOWN WHAT WE'RE SPENDING, UM, IN, IN WHICH MARKET.
AND AGAIN, I THINK IT IS WORTH NOTING THAT THE NATURE OF THE, THE MESSAGE THAT THEY'RE GOING TO GET, UM, WE'LL, IS ALSO A CRITICAL PART IN THE EQUATION.
WE, THE LA THE LAST PIECE OF THAT IS THAT, UM, IT'S SORT OF LIKE, UH, UM, I DON'T KNOW THE COST FOR A NEW PERSON VERSUS THE COST OF A RETURN, RIGHT? IT'S WHEN YOU'RE IN A MARKET THAT IS, UM, THAT KNOWS YOU LESS, IS LESS AWARE OF YOU, HAS VISITED YOU LESS, HAS LESS WORD OF MOUTH, WHATEVER THAT THING IS, YOU HAVE TO DO A LITTLE EXTRA WORK.
YOU HAVE TO LIKE INTRODUCE THEM TO THE NAME SEDONA, WHAT SEDONA IS ALL ABOUT.
UM, WHEN YOU'RE IN A MARKET THAT ALREADY HAS, YOU KNOW, SOME, UM, ACTIVITY, SOME FOUNDATION, YOU'RE JUST GONNA WORK LESS HARD.
YOU'RE GONNA SPEND LESS DOLLARS TO MAKE THEM TAKE AN ACTION.
SO THE FIRST THING WE ALWAYS DO IS LOOK AT WHERE, YOU KNOW, WHERE THOSE BIGGEST OPPORTUNITY MARKETS ARE, WHICH ARE TYPICALLY THE MARKETS THAT, UM, HISTORICALLY HAVE BEEN COMING HERE AND HISTORICALLY HAVE SPENT DOLLARS.
OKAY, I HAVE ANOTHER QUESTION.
AND I THINK YOU TALKED ABOUT THIS AT THE TAB MEETING AS WELL, BUT I JUST WANT TO MAKE SURE I UNDERSTOOD IT.
THE PHOENIX MARKET ARE PEOPLE WHO PERMANENTLY RESIDE IN PHOENIX VERSUS THE PHOENIX MARKET BEING PEOPLE WHO CAME TO PHOENIX ON A TRIP AND NOW THIS IS A SECONDARY TRIP.
THE FIRST IS TRUE, CORRECT? YES.
THE FIRST, SO AT LEAST WITH THE VISITATION DATA AND, AND PRESUMABLY ALSO WITH THE SPEND DATA, RIGHT? THE SPEND DATA IS TIED TO ZIP CODE.
ACTUALLY THAT'S, I'M MORE CONCERNED ABOUT THAT IN THE, IN THE SPEND DATA THAN THE, THAN THE VISITATION DATA, RIGHT? YEAH.
SO ATTACHED TO ORIGINATION, RIGHT? SO YEAH, SO IN BOTH CASES IT'S ATTACHED TO IF, IF IT'S VISITATION, UM, THE GEOLOCATION SERVICE KNOWS WHERE YOUR DEVICE CODE SPENDS THE MO MAJORITY OF ITS TIME.
SO REGARDLESS OF ANY ZIP OR AREA CODE, IF YOU SPEND 18 DAYS OR MORE IN PHOENIX, YOU ARE IDENTIFIED AS LIVING IN PHOENIX, RIGHT? SPEND IS CREDIT CARD, WHICH IS ATTACHED TO A ZIP CODE, RIGHT? SO SPEND IS ZIP CODE BASED.
SO BOTH IDENTIFY WHERE PEOPLE LIVE, NOT ANY OTHER PARAMETER THAT MIGHT INDICATE SOMETHING DIFFERENT.
YOU KNOW, I THINK PART OF OUR RESISTANCE TO PHOENIX WAS THE ASSUMPTION THAT THEY'RE ALL DAY TRIPPERS, RIGHT? AND THIS IS SHOWING US SOMETHING COMPLETELY DIFFERENT.
AND WE HAVE NEVER REALLY BEEN GIVEN DATA TO SHOW THAT PEOPLE FROM PHOENIX SPEND MAYBE ONE OVERNIGHT, BUT NOW THIS IS SAYING THEY'RE SPENDING A $1.63 MILLION.
THAT TO ME SAYS IT'S MORE THAN CRYSTALS.
I, I, WE FEEL WE'VE, WE FEEL THAT PHOENIX IS CLEARLY, CLEARLY A KEY MARKET.
WE THINK FOR SUMMER IT'S A REALLY VALUABLE MARKET, UM, BECAUSE YOU'RE ACTUALLY COOLER THAN THEM AND CLOSE BY.
UM, WE DO AGREE WITH THE LODGING COUNCIL IN THAT, UM, PHOENIX IS YOUR BEST OPPORTUNITY TO GROW OVERNIGHTS.
SO, UM, I THINK THAT, YOU KNOW, OUR FEELING IS THAT THAT STEWARDSHIP MESSAGE IS PROBABLY MOST VALUABLE IN PHOENIX, UM, VERSUS ANY OF THE OTHER MARKETS.
SO YOU, YOU CAN, YOU CAN SEE WHERE WE'RE GOING WITH THAT.
AND WHEN YOU SAY PHOENIX, YOU MEAN THE VALLEY, RIGHT? GREATER, YES.
THANK YOU FOR CLARIFYING THAT.
BECAUSE THE PHOENIX DMA IS ACTUALLY A QUITE, QUITE A LARGE AREA.
WE'RE TALKING ABOUT PHOENIX, MSA, WHICH IS THE CITY AND SORT OF CHANDLER, YOU KNOW, MESA, GLENDALE, THOSE GUYS.
ANYTHING ELSE? OKAY, SO, UM, THE RECOMMENDED STRATEGY, SO IT'S A DUAL STRATEGY, UM, THAT WE'VE ALLUDED TO HERE A NUMBER OF TIMES WITH THE CREATIVE.
SO ATTRACTION, UM, THIS WOULD BE, UH, FOR OUT OF, OUT OF MARKET, UM, BUT LEADING WITH A SUSTAINABLE MESSAGE DELIVERED IN THE CORE AND EMERGING MARKETS, UM, OBVIOUSLY WE'D GET ATTRIBUTION BASED MARKETING.
UM, AND WITH ALL OF THIS, WE CAN REALLY DIAL IN ON, UH, VERY SPECIFIC AUDIENCE PARAMETERS, WHETHER THEY BE HOUSEHOLD INCOME,
[02:50:02]
UM, HOUSEHOLD SIZE, UH, AND PERSONAS, UM, THAT ARE BASED ON SOME OF THE RESEARCH, WE CAN START TO DIVE INTO CONTEXTUAL, UM, PLACEMENTS BASED ON, UM, WHAT WE KNOW OF THOSE PERSONAS.UM, THEN THE IN MARKET WOULD BE A MORE FIRM MANAGEMENT TONE IN THE CREATIVE DELIVERED IN SEDONA WITH A 25 MILE RADIUS.
AND THIS ISN'T NECESSARILY LIMITED IN THE SAME WAY THAT WE WOULD LOOK AT AUDIENCE DETAILS IN TERMS OF HOUSEHOLD INCOME AND HOUSEHOLD SIZE.
THE IDEA WITH IN-MARKET IS WE WANNA REACH RESIDENTS AS WELL AS VISITORS.
UM, THE WAY WE SEE THE, IN-MARKET MESSAGING IS IT'S A GREAT, UH, OPPORTUNITY FOR, YOU KNOW, IN MARKET PUBLIC RELATIONS.
HEY, THE CITY IS DOING WHAT THE CITY CAN TO REALLY HELP MANAGE EXPECTATIONS WHEN PEOPLE ARE HERE AND REALLY PUTTING OUT MESSAGES THAT, UM, ARE, ARE SEEKING TO BUILD THAT HARMONY, UM, BETWEEN BUSINESS RESIDENT AND VISITOR.
SO WITH WITH THAT, WE HAVE, UM, A COUPLE DIFFERENT OPTIONS.
UH, FOR THIS, UM, DUAL STRATEGY.
THE FULL RECOMMENDATION, UM, IS $80,000 WOULD BE PUT TOWARDS ATTRACTION MARKETS.
$20,000 WOULD BE SPENT IN MARKET.
THE CAMPAIGN PERIOD WOULD BE MAY 1ST, AUGUST 15TH.
UM, YOU CAN KIND OF SEE THE VARIOUS TOOLS THERE.
WE'RE MOVING A LITTLE BIT BEYOND PROGRAMMATIC.
WE'RE MOVING INTO PAID SOCIAL, UM, AND PAID SEARCH.
UM, WE'VE TALKED ABOUT THE MARKETS, BUT IN THE FULL RECOMMENDATION WOULD BE PHOENIX AND, UM, AND LOS ANGELES.
WE THEN, IF THAT'S THE FULL RECOMMENDATION, THERE'S SORT OF A RECOMMENDATION WITHOUT PHOENIX AND LOS ANGELES.
UM, IT REALLY DOESN'T CHANGE DRAMATICALLY.
UM, WE, WE KNOW THAT EVEN IN, IN THE, THE REMAINING MARKETS, THERE'S STILL, THEY'RE RATHER LARGE MARKETS.
WE'VE GOT NEW YORK, CHICAGO, MINNEAPOLIS.
SO WE, WE FEEL LIKE THE SPEND IS STILL, UM, APPROPRIATE, UH, WITHOUT THOSE TWO MARKETS.
UM, AND AGAIN, A LOT OF THE DETAILS ARE VERY SIMILAR, $20,000 IN MARKET.
UM, AND THEN IN THE INSTANCE THAT, UM, COUNCIL FEELS, YOU KNOW, THAT BECAUSE OF THE BID, UM, MARKETING CAMPAIGN THAT IT'S NOT APPROPRIATE TO BE OUTSIDE OF THE MARKET AT THE VERY LEAST.
AND IN MARKET STEWARDSHIP MESSAGE, UM, IS SORT OF LIKE A, A, A DISTANT THIRD IN OUR MIND IN TERMS OF WHAT WE WOULD RECOMMEND ONLY RUNNING THAT IN-MARKET STEWARDSHIP MESSAGE, UM, FOR, FOR $20,000.
AND THEN AGAIN, A LOT OF THE SAME PARAMETERS.
SO AGAIN, I THINK THE DVA AND STAFF'S RECOMMENDATION IS THE FULL RECOMMENDATION, UM, BEING IN BOTH MARKETS, KNOWING WHAT OUR MESSAGES ARE GOING TO BE AND HOW THEY'RE GONNA BE LIKELY DIFFERENTIATED FROM ANY OTHER MESSAGES THAT ARE COMING FROM, UH, MUNICIPAL ENTITIES OR BUSINESS ENTITIES IN, IN SEDONA.
AND THAT WAS, THAT WAS TABS RECOMMENDATION AS WELL.
SO KAREN, HOW MUCH MONEY DO WE HAVE LEFT OVER? YOU KNOW, WE'RE GONNA SPEND THIS IN FY 24, RIGHT? WE ARE GOING, I THINK MOST OF IT WILL BE SPENT BY JUNE 30TH, CORRECT? I MEAN THERE'S, THERE'S FUNDING IN ADDITION TO THIS TO CREATE THE CREATIVE, RIGHT? MM-HMM.
SO MARY TALKED ABOUT THE VIDEO SHOOTS AND THE PHOTOGRAPHY.
LIKE WE HAVE, WE HAVE TO BUILD SOME OF THOSE ASSETS, RIGHT? UM, FOR FUTURE AS WELL.
SO THAT'S NOT PART OF IT, BUT THAT WILL ALL HAPPEN THIS YEAR.
RIGHT? HOW MUCH OF THIS DO YOU BELIEVE WILL HAPPEN BETWEEN, UM, NOW AND JUNE 30TH VERSUS AFTER JULY ONE? SO THE TOTAL SUMMER CAMPAIGN BUDGET IS ONE 50.
WE'RE RECOMMENDING A HUNDRED THAT'S GOING TOWARD, UM, THE MEDIA.
THE OTHER 50 WOULD BE PRODUCTION THAT WOULD ALL HAPPEN BEFORE, 'CAUSE THAT NEEDS TO HAPPEN BEFORE MAY ONE, IDEALLY.
UM, AND THEN, UM, IT'S, WHAT IS IT? MAY ONE TO AUGUST 15TH.
UM, SO THE FIRST TWO MONTHS, YEAH, PROBABLY ABOUT 50% ISH WOULD OF THE MEDIA BUY WOULD GO IN ADDITION TO THAT.
SO WHAT IS THAT? UH, 50 PLUS 40 IS 90 OUT OF THE ONE 50, I WOULD SAY.
AND WE DO, YES, WE DO HAVE THAT.
[02:55:01]
AND I WILL SAY ONE OF THE VENDORS, THE, THE PROGRAMMATIC, UH, PARTNER, IF WE WERE INVOICED, WE COULD PRE-BILL IT.SO IF IT CAME DOWN TO NEEDING TO SPEND THE MONEY, UM, OR MORE OF IT, THEN WE COULD SHIP THE TIMING.
YEAH, WE COULD SHIP THE TIMING OF IT.
UM, ANY OTHER QUESTIONS? BECAUSE BEFORE WE, IS IT, THIS DOES NOT CALL FOR A VOTE, BUT WE HAVE ONE QUESTION, A COMMENT, UH, AND A PERSON IN THE AUDIENCE.
SO THE FULL RECOMMENDATION IS A HUNDRED K SPEND AND THEN THERE'S 50 K OF ADDITIONAL EXPENSE.
THERE IS, THAT'S NOT TO SAY I GUESS GOOD POINT THAT WE'RE NOT GONNA SPEND THAT, BUT WE, WE NEED TO DO, UM, A PHOTO AND VIDEO SHOOT.
UH, WE ALSO HAD CREATIVE CAMPAIGN CONCEPTING, UM, ADJUSTMENTS, UM, EX YOU KNOW, PRODUCTION OF ALL THE PIECES, PRINT AD, ALL THAT STUFF.
SO WE'VE ALLOCATED 50 AS A, JUST IN CASE IF THAT DOESN'T GET SPENT, OUR INTENT ACTUALLY WAS TO SHIFT THAT TO MEDIA AS WELL.
SO THE 50, HOW MUCH OF THAT IS GOING OUT TO THIRD PARTY VERSUS LIKE YOUR FEE? OH, OF THE 50 MM-HMM.
IT'S PROBABLY LESS THAN 10,000.
AND THE PROJECTED ROAS, WHEN YOU SAY FIVE X ON THE DATA, FIVE PORTION OF THE SPEND, IS THAT A FULLY LOADED FIVE X, IS THAT BASED ON LIKE IF THE A HUNDRED K, LET'S JUST SAY FOR ARGUMENT'S SAKE, WAS ALL GOING TO DATA FIVE, IS YOUR FIVE X BASED ON A HUNDRED OR IS IT BASED ON 150? ON THE A HUNDRED ON, ON THE MEDIA SPEND ITSELF? YEAH.
IS THE WINTER CAMPAIGN EIGHT POINT, WHATEVER, IS THAT ON THE SPEND ONLY OR IS THAT A FULLY LOADED COST? YES, JUST THE MEDIA.
I'D LIKE TO KNOW WHAT THE FULLY LOADED ROAS IS, BUT NOT RIGHT NOW.
IT WASN'T THAT MUCH MORE ON THE PRODUCTION SIDE FOR WINTER.
WE, WE CAN ALSO CHANGE, SO THE ROAS IS HOW WE TYPICALLY REPORT IF WE WANTED TO LOOK AT A MORE FULLY LOADED, UM, A NUMBER THAT WOULD BE MORE LIKE AN ROI AND REALLY TAKING INTO ACCOUNT, UM, ANY NUMBER OF OTHER COSTS.
UM, AND I THINK IT WOULD BE GOOD, UH, TO SORT OF OUTLINE, UH, HOW DEEP WE GO IN THE COSTS TO GET THAT ROI, UM, BECAUSE YOU CAN, OBVIOUSLY, YOU CAN GET PRETTY DEEP INTO THE VARIOUS COSTS.
UM, SO I THINK, UH, THAT'LL JUST BE, UH, A GOOD CONVERSATION TO HAVE TO, YEAH, I'M ONLY INTERESTED IN THE OVERALL BUDGET FOR THE CAMPAIGN FOR CAMPAIGN, RIGHT? SO IT'S REALLY, IT'S ON THE 150 ON THE, IN MY MIND.
SO HOW DO YOU GUYS GET PAID? ARE YOU ON A MONTHLY RETAINER OR TIME AND MATERIALS? WE'RE TIME AND MATERIALS BASED ON A SCOPE OF WORK THAT IS A DO NOT EXCEED BUDGET.
I'M GONNA BE DEBBIE DOWNER NOW,
BUT ONLY BECAUSE I'M TRYING TO GET US TO A GOOD PLACE.
AND SO I WANNA START OFF BY SAYING THAT I THINK THE RESEARCH EFFORTS THAT I SAW IN THE PACKET WERE SUPER IMPRESSIVE.
I THINK THERE'S DAYS OF CONVERSATION TO HAVE LOOKING AT, AT THAT INFORMATION AND, AND I THINK THE TAB IS, I KNOW THEY LOOKED AT IT, BUT I THINK THE TAB IS A GREAT PLACE TO REALLY DELVE INTO SOME OF THE STUFF AND TRY TO PULL OUT THE THEMES OF WHAT THE TOURISM BUREAU IS TRYING TO ACHIEVE IN THE END.
AND SAME GOES WITH THE, THE BRAND.
THE BRAND AND THE MARKETING WORK THAT I'VE SEEN HERE.
IT IS JUST, IT'S SUPER GOOD QUALITY.
SO I WANNA LAY THAT OUT BEFORE I GO INTO MY DEBBIE DOWNER ROUTINE, WHICH STARTS OFF BY SAYING THAT I LOOK AT, IN THIS PACKET, I'VE SEEN THE WHO, THE WHAT, THE WHY, THE WHERE, THE WHEN, NO, THE WHO, THE WHAT, THE UH, THE WHEN AND THE WHERE, BUT NOT THE WHY.
I, I, I'M HAVEN'T SEEN THE CASE FOR WHY WE NEED TO MARKET NOW.
AND ESPECIALLY WHEN I LOOK AT NET PRO NET PROMOTER SCORES AND EXTREMELY HIGH UNAIDED AWARENESS, AND I LOOK AT THE VISITATION NUMBERS AND THE TRAFFIC MAPS THAT I TRY AND LOOK AT EACH DAY AND, AND THE LIST GOES ON.
I, I THINK YOU UNDERSTAND WHAT I'M SAYING HERE.
AND SO, KAREN, YOU, YOU PUNCHED OUT
[03:00:01]
THERE THAT WE'VE SET A GOAL FOR TO DO IT DIFFERENTLY FOR THE DMMO.AND, AND THAT'S, THAT'S EXACTLY WHERE I WANT US TO BE GOING, IS DOING IT DIFFERENTLY.
AND, AND THE WORK THAT I SEE HERE, BECAUSE WE'RE JUST FOCUSING ON THE MARKETING STUFF, I SEE IT NOW, HEATHER, THIS GOES BACK TO CONVERSATIONS THAT YOU AND I HAD HAD BEFORE, THAT THIS IS DMMO 2.0 STUFF.
WE'RE DOING BETTER SCIENTIFICALLY MANAGED MARKETING, BUT WE HAVEN'T TALKED REALLY ABOUT WHAT'S THE MISSION OF THE TOURISM BUREAU AND WHAT ARE WE TRYING TO ACHIEVE AS AN ORGANIZATION.
AND SO, YOU KNOW, I'M, I CONTINUE TO TRY AND LOOK, READ SOME OF THIS DMO THREE CONVERSATION STUFF THAT'S OUT THERE IN THE WORLD.
UM, AND HEATHER, I, I, I WILL THANK YOU.
'CAUSE YOU OPENED MY EYES BACK UP TO A, A NEW SOURCE THAT I DIDN'T KNOW IN THE, IN THE VISITOR CENTER PACKET THAT WE HAD IN OUR PACKET FOR YESTERDAY.
YOU TURNED US ON TO DESTINATION THINK, WHICH IS AN ORGANIZATION THAT I DIDN'T KNOW BEFORE.
BUT, YOU KNOW, AND THEY CHALLENGE TOURISM BUREAUS TO BE THINKING ABOUT WHAT IS IT WE'RE TRYING TO ACHIEVE? WHAT IS OUR, THE TOURISM BUREAU GOALS, NOT JUST THE CAMPAIGN GOALS, THE CAN THE TOURISM BUREAU GOALS NEED TO COME FIRST BEFORE THE CAMPAIGN GOALS, OR AT LEAST IT DOES FOR ME.
THAT'S WHAT WHERE I, UH, THAT'S HOW I WORK AND I DON'T, A BIG PART OF THE CONVERSATION THAT HAS BEEN MISSING IN THE YEARS PAST, AND I HAVEN'T HEARD IT HERE EITHER RELATIVE TO CAMPAIGNS, IS WE'VE TALKED ABOUT SUCCESS FROM A ROAS STANDPOINT, AND THAT'S ALL GREAT, BUT THERE'S A, A BIGGER LEVEL OF SUCCESS THAT'S LIKE HOW MANY VISITORS IN TOWN? WHAT, WHAT ARE WE TRYING TO ACHIEVE? WHAT'S TOO MUCH? NOBODY EVER LIKES TO TALK ABOUT HOW TO DEFINE THAT.
YOU MAYBE EXCEEDED YOUR GOAL WHEN IT'S MONEY, YOU WANNA EXCEED IT.
BUT WHEN IT'S TOURISM IN A TOWN, A SMALL TOWN, I THINK WE'RE ALL CLEAR THAT THERE'S A NUMBER HERE.
OUR INFRASTRUCTURE CAPACITY GETS HIT SOMEWHERE AND OUR VISITORS GO AND OUR RESIDENTS GO CRAZY AT TIMES.
AND SO THERE'S A DIFFERENT LEVEL OF GOAL HERE THAT I THINK, AND, AND SO I LOOKED AT THE DESTINATION THINK STUFF AND IT, IT, IT MADE ME PUT TOGETHER A LITTLE MISSION STATEMENT THAN THAT'S THAT WE MUST USE TOURISM TO MAKE SEDONA A BETTER PLACE AND THEREFORE MAKE THE WORLD A BETTER PLACE.
AND IT'S NOT JUST ABOUT ATTRACTING MORE TOURISTS, YET MAY, THERE'S A TIME AND A PLACE I'M ABSOLUTELY, I, UM, UNDERSTANDING OF THE, THE PHRASE THAT I HEARD EARLY ON IN THIS CONVERSATION, THE DIVORCE WITH THE CHAMBER ABOUT IF YOU'RE NOT BRANDING YOURSELF, OTHER PEOPLE ARE GONNA BRAND YOU.
SO I GET IT THAT WE NEED TO DO THIS STUFF AND THERE WILL BE TIMES I THINK THAT MARKETING MAKES SENSE, BUT I DON'T KNOW THAT WE'VE LAID OUT FOR ME, WHAT'S THE TIME? AND WE'RE RATCHETING UP NOW FROM A $50,000 EXPENSE TO 150 OR 200.
WE'RE STARTING TO GET INTO SOME REAL MONEY NOW.
AND, AND I THINK THAT IT'S KIND OF THE CART BEFORE THE HORSE THING FOR ME.
AND AS I LOOK INTO DESTINATION, THINK AGAIN.
THERE WAS A GREAT ARTICLE HERE THAT I JUST, WHAT'S TAB, WHAT, WHAT TABOO CONVERSATIONS THE TRAVEL INDUSTRY ISN'T HAVING YET.
THE TAB THE ALL OF OUR, OUR PEOPLE, RIGHT? THIS IS ANOTHER IN THE SERIES OF CONVERSATIONS THAT WE'D HAD BEFORE THAT GETTING YOUR TOURISM BUREAU TO THINK BEYOND JUST MARKETING, BECAUSE WE THINK WE NEED MARKETING IS, IS WHERE WE'RE TRYING TO GO.
AND SO THAT'S, I I AM AFRAID THAT I, I CAN'T SUPPORT THIS, THE SPENDING OF ANY MONEY ON THE CAMPAIGN RIGHT NOW, JUST BECAUSE I HAVEN'T BEEN SOLD ON THE WHY AND WHY NOW.
AND HEATHER, I CALLED YOU OUT.
YOU MAY HAVE SOME, DO YOU MIND IF I JUST MENTION, I WOULD APPRECIATE, OKAY.
SO I WOULD LIKE TO MENTION THE FACT THAT WE ARE GOING THROUGH A VERY EXTENSIVE STRATEGIC PLAN RIGHT NOW, AND THAT'S INVOLVED THE ENTIRE TOURISM TEAM.
AND WHEN THAT IS UNVEILED, THAT WILL SHOW THE VISION, MISSION, GOALS, OBJECTIVES, ALL OF THE OUTLINED PLAN AND STRUCTURE FOR THIS DMMO ANSWERING THOSE QUESTIONS FOR FUTURE GUIDANCE, DIRECTION AND DECISION MAKING MARKETING IS, IS A PIECE OF WHAT A DESTINATION MANAGEMENT AND MARKETING ORGANIZATION DOES.
[03:05:01]
AND I KNOW DVA CAN SPEAK TO THIS AS WELL AS MYSELF.IF YOU'VE BEEN IN THE INDUSTRY LONG ENOUGH, YOU KNOW, OF EXAMPLES OF STATES AND TOURISM OFFICES WHO HAD THEIR FUNDING CHOPPED AND THEY STOPPED MARKETING.
AND THE IMPACT THAT THAT HAS TO A DESTINATION, COLORADO AS A STATE IS AN EXAMPLE.
WHEN THEY HAD THEIR $12 MILLION BUDGET COMPLETELY CUT BY THE GOVERNOR, THE IMPACT THAT THAT HAD TO THE ENTIRE STATE WAS A RESULT OF 30% OF THEIR BUDGET BEING COMPLETELY DECIMATED.
SO I CAN PUT TOGETHER AN EXAMPLE OF DESTINATIONS THAT STOPPED MARKETING COMPLETELY, BUT IF WE LOOK AT IT AS NOT EVERYONE DOES KNOW ABOUT SEDONA, AND YOU'RE ALSO NOT GOING TO HAVE A REPEAT VISITOR THAT COMES EVERY TIME THAT YOU WANT TO BE HERE.
BUT YOU HAVE NEW PEOPLE AND DIFFERENT PEOPLE WHO HAVE YET TO DISCOVER IT AND HAVE THE OPTION TO COME AND EXPLORE AND BE THOUGHTFUL AND DISCOVER IT.
SO IT'S NOT THAT YOU'RE THROWING ADS OUT THERE THE WAY THAT IT USED TO BE DONE EITHER.
SO THERE WERE BILLBOARDS, THERE WERE FULL PAGE ADS THAT WERE THROWN IN PUBLICATIONS BECAUSE IT SEEMED LIKE A GOOD IDEA.
THIS IS STRATEGIC AND MORE STRATEGIC THAN IT'S EVER BEEN WITH DELIVERABLES ON TOP OF THAT.
SO I THINK IT'S SHIFTING THE WAY THAT YOU'RE LOOKING AT THE STRUCTURE FROM HERE ON OUT AND THE MONEY ISN'T BEING SPENT AS JUST, HEY, WE NEED TO MARKET AND PROMOTE SEDONA.
HERE'S A FULL PAGE AD IN SUNSET MAGAZINE AND WE HOPE IT WORKS.
AND THE STRATEGIC PLAN, WHEN IT ALL COMES TOGETHER, I, I CAN'T SPEAK TO IT ENOUGH BECAUSE IT'S YOUR, IT'S YOUR GUIDING MAP, IT'S YOUR BIBLE, IT'S WHAT YOU USE IN A DESTINATION.
AND IT HELPS THE DECISION MAKING PROCESS ALL THE WAY THROUGH.
AND WE'RE USING IT, WE'RE USING IT ALREADY.
I MEAN, IT'S, I CAN TELL YOU THAT THE INFLUENCERS THAT I'VE JUST BEEN EMAILING THROUGH THE COURSE OF THIS MEETING RIGHT NOW IS EVERY ONE OF THEM GETS A RESPONSE THAT SAYS, WE DON'T COMPENSATE YOU FOR COMING.
IF YOU'D LIKE TO COME, HERE'S THE TIMES WE'D LIKE YOU TO COME.
IF YOU HAVE AN AUDIENCE THAT'S BIG ENOUGH, AND BY THE WAY, HERE ARE THE MESSAGES THAT WE WANT YOU TO SHARE, BECAUSE IT'S NO LONGER JUST, OH, HEY, YEAH, SURE, COME TAKE A PICTURE OF DEVIL'S BRIDGE AND TELL THE WORLD ABOUT IT.
I TELL THEM VERY STRATEGICALLY WHEN WE'D LIKE YOU TO VISIT AND WHERE WE'D LIKE YOU TO GO AND WHAT YOU COULD SHOWCASE AND DID YOU KNOW ABOUT THE ARTS? SO IT'S SHIFTING EVERYTHING.
AND I THINK IT'S JUST A, IT'S A LITTLE, IT'S A DIFFERENT PERSPECTIVE.
IT'S A WAY OF LOOKING AT IT AND CHANGING THAT WAY OF LOOKING AT IT BECAUSE THIS IS NEW AND IT'S BEING DONE IN A WHOLE NEW WAY AND IT'S BEING DONE IN A WAY THAT'S GOING TO CLEARLY GUIDE THE DIRECTION OF THE DESTINATION.
SO I RELATED TO WHAT COUNCILOR FURMAN'S SAYING, UM, YOU KNOW, I'M, I'M NOT SURE WHAT THE WHY IS AT THE MOMENT GIVEN SOME OF THE METRICS YOU WERE JUST REFERRING TO THAT WE'VE SEEN TODAY.
UH, I JUST WAS LOOKING AND VERIFYING, NORMALLY WE WOULD HAVE THE JANUARY SALES AND BED TAX REPORT BY NOW.
WE'VE GOT THROUGH DECEMBER AND I MEAN, WE'VE HAD SEVERAL RECORD MONTHS OF SALES AND BED TAX IN THE CITY SO FAR THIS FISCAL YEAR.
UM, WHAT, WHY, YOU KNOW, WHAT, WHAT ARE WE TRYING TO ACCOMPLISH IF WE'RE ACTUALLY HAVING, UH, WHAT SEEMINGLY IS A GOOD YEAR RIGHT NOW? UM, THAT IS A BIT OF A STRUGGLE.
AND THEN THE OTHER PART IS, WHICH I BROUGHT UP EARLIER, IS, OKAY, THERE'S THIS THING CALLED THE BID AND THEY'RE GONNA SPEND, WHAT IS IT, 200 K, 250 K? WHO, WHO'S ABLE TO SPEAK TO THAT? THAT'S HERE? 'CAUSE I DID NOT SEE THE PRESENTATION, HEARD ABOUT IT SECONDHAND.
SO TWO 50, THEY'RE GONNA SPEND TWO 50 AS A SUMMER CAMPAIGN, RIGHT? AS THEIR NEXT CAMPAIGN.
AND IT'S GONNA COVER WHAT MARKETS, PHOENIX AND LA AND THE SAME PLACES THAT WE'RE BEING ADVISED TO, TO SPEND ON.
AND MY UNDERSTANDING FROM WHAT I HEARD IS THAT IT'S MOSTLY A BEAUTY CAMPAIGN, DESPITE THE FACT THAT THERE'S 10 OR 12 BUSINESSES THAT ARE FLIPPING THE BILL.
THAT'S NOT WHAT THE CAMPAIGN LEADS WITH.
IT'S JUST BEAUTY OF SEDONA BY AND LARGE.
SO THAT'S ALREADY AN ATTRACTIVE CAMPAIGN GOING TO THESE KEY MARKETS.
AND WE'RE SAYING WE'RE GONNA BE RELATIVELY SOFT OUT OF MARKET ABOUT WHAT WE'RE TRYING TO CONVEY.
[03:10:01]
WHAT, WHAT'S THE POINT? LIKE IT JUST FEELS LIKE IT'S ADDITIVE.UM, I WOULD BE INTERESTED IN TESTING MARKETS AND CAMPAIGNS PER SE, BUT NOT NECESSARILY IN PHOENIX AND LA IF THERE'S A WHOLE BUNCH OF MONEY FROM THAT BID THAT'S ALREADY GOING THERE.
UM, ADDITIONALLY, AND, AND I'M SURE THERE'S SOME PEOPLE THAT ARE WATCHING OR THAT WILL EVENTUALLY WATCH, LIKE I, I, YOU KNOW, I'VE JUST FINISHED READING.
I CAN, YOU KNOW, THE INTERVIEW NOTES WITH THE CHAMBER PRESIDENT SAYING WE ALL NEED TO COMMUNICATE AND COOPERATE AND NOW THEY'VE SAID NO.
AND YEAH, IT'S THE BID MEMBERS WHO WERE SAYING NO, THAT WE DON'T WANT TO COOPERATE.
WELL, GUESS WHAT? THAT'S THE EXPECTATION WE'VE HAD FOR THE LAST YEAR, THAT THERE'S GONNA BE COOPERATION IF WE'RE GONNA BE MUTUALLY SPENDING MONEY.
AND I AM NOT OPPOSED TO SPENDING MONEY, BUT I AM OPPOSED TO SPENDING IT BLINDLY IF THEY'RE NOT GONNA COOPERATE.
AND JUST FROM WHAT LITTLE WE KNOW RIGHT NOW, I DON'T SEE WHERE WE SHOULD BE SPENDING MONEY ON PHOENIX AND LA AND NOT BECAUSE I DON'T LIKE THOSE MARKETS, BUT IF THEY'RE SPENDING EVEN MORE THAN WHAT WE'RE TALKING ABOUT, AGAIN, WHAT'S THE POINT? SO I WILL TAKE A BREATH THERE FOR A MOMENT AND LET MY COLLEAGUES REACT AND SHARE THEIR THOUGHTS.
COUNCILOR DUNN, UM, I, I'M NOT INVOLVED WITH A LODGING CONSOLE.
I'VE NOT BEEN TO THE LODGING CONSOLE, SO I REALLY, I'VE ONLY HAVE HEARSAY ON WHAT THE BID IS GOING TO DO OR NOT GOING TO DO.
IT IS A DIFFERENT KIND OF A CAMPAIGN FOR SURE.
AGAIN, THERE'S LOTS OF DATA WE DON'T HAVE YET BECAUSE WE JUST HAVEN'T HAD TIME TO COLLECT IT.
WE'VE GOT SOME OF THAT DATA, BUT LAUREN'S NOT HERE TO GO THROUGH THE, THE, THE DATA THAT HAS BEEN COLLECTED SO FAR FROM, YOU KNOW, ALL OF THE OTHER WAYS THAT WE SAW IN THE PACKET.
SO THERE MIGHT BE SOME, I DON'T KNOW.
UM, WE'VE NEVER KNOWN HOW MANY PEOPLE COME FOR SURE WE ARE, WE ARE NEVER SURE WHEN THEY'VE COME, WE'RE NEVER HAVE BEEN SURE WHERE THEY WERE COMING FROM.
THERE'S ALL THE THINGS WE DIDN'T USED TO KNOW THAT WE KIND OF AT LEAST KNOW NOW A LITTLE BIT FROM THE WINTER CAMPAIGN.
SO THE, THE, THE QUESTION TO ME IS THAT IS WE HAVE TWO DIFFERENT CAMPAIGNS HERE.
SO WE HAVE SORT OF THE, UM, EXTERNAL CAMPAIGN, PLEASE COME TO SEDONA AND WE HAVE THE INTERNAL CAMPAIGN, LIKE WHEN YOU'RE HERE IN SEDONA, THIS IS THE WAY WE'D LIKE YOU TO BELIEVE.
SO I DON'T KNOW WHETHER OR NOT WHAT I'M HEARING IS IF THEY'RE GONNA GO OUT THERE AND DO THIS $250,000 SPEND OR WHATEVER ON SOME CAMPAIGN IN ALL THE SAME PLACES WE WERE GONNA DO A CAMPAIGN AND BRING EVERYBODY IN, I GET THAT THE WORRY THAT ARE WE AT ODDS, UM, WITH THEM? UM, OR DO WE THINK ABOUT WHOEVER THEY BRING IN, LET'S TARGET THEM WHEN THEY'RE IN MARKET TO SEE WHETHER OR NOT ONCE THEY'RE HERE WE CAN DO SOMETHING OR IT'S OF INTEREST.
WHAT YOU DON'T KNOW ON THAT CAMPAIGN IS YOU'RE NEVER GONNA KNOW WHETHER OR NOT YOU ACTUALLY CHANGED ANYONE'S BEHAVIOR.
YOU ARE GONNA KNOW WHETHER OR NOT PEOPLE LOOKED AT IT, BUT YOU AREN'T GONNA KNOW WHETHER OR NOT IT HAD ANY IMPACT ON GETTING THE KIND OF PEOPLE THAT YOU WANTED INTO YOUR MARKET BECAUSE THEY'RE ALREADY IN YOUR MARKET.
SO IF WHAT WE WANT TO DO IS, IS KNOW WHETHER OR NOT WE'RE BEGINNING TO ATTRACT MORE PEOPLE WHO ARE THE KIND OF PEOPLE WE SAY ARE GOING TO BE ATTRACTED TO OUR MARKET THE WAY WE WANT THEM TO BE, WHICH IS WHAT WE'RE HOPING THE RESIDENTS WOULD DO WITH THE WORDING AND THE PICTURES AND WHATEVER.
THEN IF WE DON'T START DOING THIS NOW, WE'RE NOT, WE'RE NEVER GONNA COLLECT THAT DATA.
UM, ALL WE'RE GONNA KNOW IS HOW MANY PEOPLE CAME SORT OF GENERALLY, UM, BASED OFF THE NUMBERS WE GET FROM OUR OTHER WAYS OF COLLECTING DATA.
SO I UNDERSTAND THE BOTH COGNITIVE DISSONANCE AND THE ANGST THAT'S INVOLVED HERE, BUT IT FEELS LIKE IF WE DON'T START GOING FORWARD THE WAY WE WANT TO GO FORWARD, WE'RE NOT GONNA COLLECT THE DATA WE WANT TO COLLECT AROUND WHETHER OR NOT WE'RE BEING SUCCESSFUL.
VICE MAYOR, I'D BE OPEN TO TALKING ABOUT WHETHER LOS ANGELES AND PHOENIX ARE THE RIGHT PLACES BECAUSE THEY MIGHT BE DUPLICATIVE.
BUT I DO THINK THAT THE WHOLE PURPOSE OF BRINGING THIS IN-HOUSE WAS TO MESSAGE THE WAY WE WANT A MESSAGE BECAUSE WE DIDN'T FEEL THAT THE CHAMBER WAS HEARING US AND WAS, UM, SENSITIVE TO OUR GOALS.
I'M NOT WILLING TO, TO, TO GIVE IT UP.
I'M NOT WILLING TO, TO SAY BE,
[03:15:01]
AND I AM UNHAPPY ABOUT THE BID AND THEIR ACTIONS.I MEAN, AT THE LODGING COUNCIL MEETING, IT WAS STILL ALL KUMBAYA.
WE'RE IN THIS TOGETHER AND WE'RE GOING TO COLLABORATE.
IT WAS ONLY AFTER THAT MEETING, AND I THINK THAT SOME OF THE PEOPLE WHO WERE THERE WERE UNHAPPY WITH THE CAMPAIGN.
THEY THOUGHT IT WAS TOO PREACHY AND NOT WELCOME ENOUGH.
THAT'S WHAT THEY SAID, THAT THE BID CHANGED THEIR, THEIR TUNE.
BUT I DON'T KNOW THAT, THAT'S JUST SOMETHING I SEEMS LOGICAL TO ME.
BUT, BUT TO, TO THEN SAY, BECAUSE THEY'RE GONNA BE NOT CO COORDINATING AND COLLABORATING WITH US, THEN WE'LL JUST TURN IT OVER TO THEM, TO ME AS IN COMPLETELY OPPOSITE OF THE DIRECTION THAT WE SHOULD BE GOING, BECAUSE THEN THAT MESSAGE O ONLY BELONGS TO THEM.
AND THEN AS YOU POINT OUT, UH, MELISSA, WE DON'T GET ANY OF THE DATA.
THIS IS JUST A BRIDGE CAMPAIGN.
WE DON'T GET TO TEST OUR MESSAGING.
WE DON'T GET TO SEE WHETHER IT WORKS OR IT DOESN'T WORK.
WE DON'T GET TO UNDERSTAND, LIKE WITH THE WINTER CAMPAIGN, AND I'M SORRY WE DON'T HAVE THAT INFORMATION, BUT AS YOU ALLUDED TO, WE KNOW WHO SAW OUR MESSAGE AND THEN ARRIVED.
AND I THINK WE HAVE TO KEEP BUILDING THAT DATABASE.
AND GOING BACK, GOING TO OUR, UM, HEATHER, I KNOW YOU WANNA SAY SOMETHING, SO GO AHEAD.
I JUST WANTED TO, JUST FOR YOUR OWN INFORMATION.
AND IF THIS HELPS IN TERMS OF THE DATA THAT THEY'RE GATHERING, THIS IS WHAT THEIR REPORT SHOWED.
GOOGLE AD COSTS, GEOFENCING ADS, PRO PROGRAMMATIC ADS, THE GOOGLE ADS, UM, TIME ON THE SITE, GOOGLE CLICKS, GOOGLE IMPRESSIONS, ORGANIC POST REACH, FACEBOOK, INSTAGRAM, AD REACTIONS, AD VIEWS, CLICKS, AND IMPRESSIONS.
SO I HOPE THAT THAT SPEAKS FOR ITSELF.
THE DATA AND THE MEASUREMENTS THAT YOU'RE GETTING FROM HERE ON, OUT, FROM THE WINTER CAMPAIGN THAT HAS THAT TOOK PLACE MOVING FORWARD IS NOTHING COMPARED TO THIS.
AND THAT'S THE DATA AND THE INFORMATION THAT'S BEING GATHERED BECAUSE THEY DON'T HAVE THE TOOLS AND THE RESOURCES THAT THE CITY HAS AS THE DMMO AND HAS MADE THE INVESTMENT IN.
NOT TO MENTION THAT WHEN THEY, WHEN THEY STATE THAT THERE'S A $250,000 CAMPAIGN, I RECALL THAT THAT'S WHAT THEY MENTIONED LAST YEAR ALSO.
BUT THEN WHEN IT'S BROKEN DOWN, HOW MUCH OF THAT IS ACTUALLY SPENT ON ACTUAL ADVERTISING? IT'S, IT'S NOT THAT MUCH.
AND UNFORTUNATELY, THEY'RE NOT HERE TO SPEAK ABOUT IT.
THERE WAS THIS IDEA OF PARTNERSHIP, AND UNFORTUNATELY, THAT IS NOT THE CASE.
I, I FRANKLY DON'T UNDERSTAND IT.
BUT I ALSO AGREE WITH THE FACT THAT YOU ALL MADE THIS DECISION LAST YEAR TO TAKE THIS ON AND THIS RESPONSIBILITY ON AND TO OWN IT.
AND OWNING IT MEANS TAKING IT ON NO MATTER WHAT THEY DO.
WE KEEP INVITING YOU TO THE TABLE.
THE INVITATION'S BEEN EXTENDED.
YOU HIGHLIGHT THOSE BUSINESSES THAT ARE IN THE BID, WE'LL TALK ABOUT THE DESTINATION, BUT IF THEY'RE NOT WILLING TO COME TOGETHER, THEN YOU ALL, WE MOVE FORWARD AND WE'VE GOTTA MOVE FORWARD KNOWING THAT THE DATA AND THE RESEARCH, DATA DRIVEN DECISION MAKING, THAT'S PART OF OUR STRATEGIC PLAN.
AND THAT IS WHAT'S GOING TO HELP MOVING FORWARD.
AND IT'S NOT PAY-PER-CLICK AD CAMPAIGNS.
HEATHER SAID EVERYTHING I WANTED TO SAY.
I I JUST DON'T WANNA GIVE OUR POWER AWAY.
WE JUST TOOK IT AND I, I JUST CAN'T EVEN IMAGINE THAT WE WOULD ALLOW THE BID TO BE THE FACE OF SEDONA TO THE OUTSIDE WORLD.
[03:20:01]
THIS DOWN.I THINK IN TERMS OF THE IN MARKET AND THE ATTRACTION MARKET, BECAUSE I DON'T HAVE CONFIDENCE THAT WHOEVER IT IS THAT'S ADVERTISING, WHETHER IT'S CHAMBER, THE BID, LODGING, COUNCIL, INDEPENDENT, UM, HOTELS, RESTAURANTS, WHATEVER, THAT THEY'RE GONNA DO ANY IN-MARKET CONTROL.
SO I CAN, IF I CAN JUST SEPARATE THAT PART OUT FOR THE MOMENT, I'M SUPPORTIVE OF DOING THE IN-MARKET STEWARDSHIP MESSAGING, THAT STRONGER MESSAGE THAT WE TALKED ABOUT BEFORE.
I THINK THAT'S WHERE THINGS ALWAYS SOMEWHAT FELL APART, WAS THAT WAS THE, WHEN WE WERE HAVING THOSE DISCUSSIONS WHERE WE FELT WE WERE UNHEARD GOING BACK A COUPLE YEARS NOW, UM, IT WAS ABOUT THAT PART OF IT.
SO I, I DO, I I AM IN SUPPORT OF THE, WHAT DID MY COMPUTER JUST DO, UM, OF THE $20,000 SPEND FOR THE IN-MARKET.
THAT'S SOMETHING WHERE, AGAIN, IT IS TAKING, KEEPING OUR POWER AND HAVING THAT MESSAGE THERE.
IF YOU RECALL, IT'S NOW, I DON'T KNOW HOW MANY HOURS AGO I ASKED THE QUESTION PREMATURELY BEFORE WE GOT TO THIS WHERE I SAID, WHY WOULD WE SPEND MONEY IN PLACES THAT ARE ALREADY PRODUCING PEOPLE TO US IN DROVES? WHY WOULDN'T WE WANT TO GO ELSEWHERE? NOW, HEATHER, YOU MAKE A COMPELLING REASONING ABOUT THIS IS OUR OPPORTUNITY TO LEARN HOW IT'S WORKING AND TRACK SOMEBODY FROM FIRST CLICK TO BOOKING, WHICH WE HAVE NOT EVER HAD.
EVEN THOUGH WE ASKED AND ASKED AND ASKED, I DON'T THINK I WANNA LOSE THAT EDUCATIONAL OPPORTUNITY.
BUT I ALSO DON'T THINK THAT WE, I THINK IT WILL BE CLEARER TO US IF WE DON'T SPEND IN THE MARKETS WHERE WE KNOW OTHERS ARE GOING TO BE SPENDING.
SO I'D LIKE WE'LL HAVE MORE CONTROL OVER KNOWING THE RESULTS IF WE ARE NOT SENDING COMPETING MESSAGES OR BIFURCATED MESSAGES.
REALLY, THEY'RE NOT COMPLIMENTARY MESSAGES, I DON'T THINK, IN THOSE MARKETS.
SO I AM, I AM LEANING, I, I WANNA DO THE IN MARKET.
VERY MUCH SO, UH, THE RECOMMENDATION FOR AN ATTRACTION MARKET, I THINK I WOULD RATHER TRY TO SEE NEW MARKETS THAT WE LOOKED AT THE, NOT THE LA AND NOT THE PHOENIX.
'CAUSE WE KNOW THAT'S ALREADY HAPPENING.
UM, REGARDING HOW WE STARTED OFF THIS WITH THE VERY, VERY GOOD QUESTIONS THAT MY COLLEAGUE RAISED, WHICH IS WHAT COMES FIRST THE BUREAU GOALS OR THE CAMPAIGN GOALS.
AND I DO THINK THAT SOMETIMES THESE PROCESSES ARE BIFURCATED BECAUSE OUT OF NECESSITY, THERE'S NOT A WAY TO NOT BIFURCATE THEM.
YOU KNOW, THEY HAVE TO RUN ON SIMULTANEOUS TRACKS BECAUSE YOU HAVE TO DO BOTH AT ONCE TO GET THE INFORMATION THAT FEEDS THE OTHER TRACK.
SO THAT'S WHERE I COME WITH THAT.
I ALSO AM VERY INTERESTED IN DEVELOPING THOSE GOALS AND SEEING, AS WAS DESCRIBED, HOW YOU DESCRIBED IT AS THE BIG PICTURE.
UM, IT WOULD CHICKEN AND EGG, RIGHT? I WOULD, WOULD I HAVE LOVED TO SEE THAT FIRST.
BUT WE ALSO SAID WE WERE GONNA HAVE THIS CONVERSATION BEFORE WE TALKED ABOUT THE RESPONSE TO THE OTHERS, AND WE DIDN'T DO THAT.
SO WELCOME, WELCOME TO THE DAIS.
UM, SO JUST TO WRAP, UH, I'M FOR THE IN MARKET.
I THINK I WOULD PREFER TO GO WITHOUT PHOENIX AND LOS ANGELES FOR THE ATTRACTION MARKET.
AND I STILL THINK THAT THIS IS, FOR ME, A DOABLE AMOUNT OF MONEY THAT GETS US A LOT OF INFORMATION FOR DEVELOPING THIS GOING FORWARD.
YEAH, I DON'T THINK IT HAS TO BE HARD FOR ME ON THIS ISSUE.
UM, SO I'M GONNA GO AND THEN BRIAN CAN GO.
UM, WHEN WE FIRST STARTED THIS AND WE TOOK OVER, OR ACTUALLY WE HAD NO CHOICE TO TAKE IT OVER, IT WAS, WE WEREN'T GETTING DATA.
PETE HAD MADE SOME REALLY COMPELLING, UH, ARGUMENTS ABOUT WE NEED THIS DATA.
I, I MEAN, I LEARNED A LOT FROM THAT MEETING, HOW MUCH WE WERE REALLY MISSING.
AND I APPRECIATE THAT WE NOW HAVE THE DATA AND THERE'S MORE DATA COMING IN.
DO WE HAVE IT ALL? NO, BUT I FEEL THAT WE NEED THE WHY IS, THAT'S PART OF THE WHY.
IT'S A MULTIFACETED WHY, BUT THAT'S PART OF THE WHY FOR ME.
[03:25:01]
FOR THE BUSINESSES THAT WE'VE COMMITTED TO, WE NEED TO HONOR, UH, THE ARRANGEMENTS THAT WE MADE.I THINK HEATHER HAS ALWAYS, AS SHE DOES, GAVE A LOT OF GOOD REASONS WHY.
SO, I I AGREE WITH THAT, PHOENIX.
I MEAN, I, I SEE THE PROBLEM, BUT I AGREE WITH THE VICE MAYOR.
I DON'T WANT THEM TELLING OUR STORY.
WE NEED TO TELL OUR OWN STORY.
YES, IT'S GONNA BE DIFFERENT, OKAY? BUT WE ARE GONNA CONTINUE, AND WE DON'T KNOW HOW LONG THAT THE BID'S GONNA CONTINUE.
WE NEED TO ESTABLISH OUR OWN FOOTHOLD.
AND NO, IT'S NOT GONNA BE COME ONE COME ALL.
BUT THESE MESSAGES TO ME, SAY A DIFFERENT MESSAGE.
CARING WHETHER IT'S A LITTLE BIT MORE AGGRESSIVE OR NOT, I DON'T THINK SO BY ONE LITTLE WORD.
BUT WE, I WANT TO TELL THE STORY THAT WE ARE SUPPOSED TO BE TELLING AND WHATEVER HAPPENS, HAPPENS.
AND WE'LL GET MORE DATA FROM THAT.
I THINK CAL KATHY SAID SOMETHING REALLY, UH, INTERESTING AS WELL.
WELL, IF WE DON'T DO THERE, WE CAN STILL TELL, WE STILL GET THAT, THAT DATA, I WOULD GUESS, BECAUSE IT'S PEOPLE STILL COMING HERE.
SO IS THERE REALLY AN ADVANTAGE GETTING THE DIFFERENT MESSAGE OUT TO ME? IS IT THAT IT'S ALWAYS BEEN ABOUT THE MESSAGING AS LONG AS WE'VE BEEN DOING THIS NOW, GETTING OUR OWN MESSAGE OUT.
SO I SUPPORT THE WHOLE, THE WHOLE, UH, RECOMMENDATION.
UM, I THINK IT, IT JUST MAKES SENSE.
THAT'S OUR COMMITMENT TO THIS COMMUNITY.
WITH OR WITHOUT PHOENIX IN LA WITH, WITH PHOENIX AND, AND LA WITH PHOENIX, WITH PHOENIX IN LA I THINK WE STILL NEED TO GET OUR MESSAGE OUT TO THOSE.
I MEAN, I WOULD, I NEVER SUPPORTED PHOENIX.
I NEVER DID FOR ALL THE REASONS WE ALL KNEW ABOUT.
BUT NOW I'M HEARING, GEE, THAT DATA THAT WE'VE BEEN ASKING FOR, THAT DATA'S TELLING US THAT IT, THAT'S A GOOD MARKET.
AND THEY, THEY'RE COMING HERE, SO WHY DON'T WE TAKE THOSE PEOPLE AND SHARE OUR MESSAGE OF HOW TO BEHAVE HERE.
SO, YES, BELIEVE ME, THIS WAS HARD FOR ME TO SAY, OH, LA AND PHOENIX, BECAUSE WE'VE FOR YEARS SAID NO, WE'VE TOLD THE CHAMBER NO, BUT NOW THE DATA SAYS SOMETHING DIFFERENT FOR ME.
MAY, MAY I CHIME IN REAL QUICK? UM, I, I WANNA JUST ADD ONE PIECE TO THE CONVERSATION, AND I HAVE TO APOLOGIZE TWICE BEFORE I DO IT.
ONE FOR BRINGING IT UP SO LATE, AND TWO, FOR NOT HAVING A BETTER COMMAND OF THE SYMPHONY PLATFORM AND THE DATA THAT'S IN THERE.
WHY DON'T WE KNOW THAT? HOWEVER, ONE OF THE SLIDES THAT WAS, THAT IS IN THE PACKET, UM, IS CALLED THE BOOKING PACE TREND.
AND IT LOOKS AHEAD AS HOW WE'RE PERFORMING YEAR OVER YEAR FOR, UH, BOOKINGS AND LODGING.
SUMMER IS LOW, UH, YEAR OVER YEAR IN THE, IN THE JANUARY DATA, OBVIOUSLY THAT'S UPDATING ALL OF THE TIME.
AND WE WERE TALKING ABOUT BOOKING WINDOWS AND WHO KNOW, MAYBE THEY HAVEN'T MADE SUMMER PLANS YET.
HOWEVER, UM, TO YOUR, UH, REMARK, COUNCILOR FURMAN, THAT WAS ALSO PART OF THE, WHY WAS THAT, UM, A A A LITTLE BIT MORE INFILL WITH THIS, UH, BRIDGE CAMPAIGN MIGHT HELP BOOST AND SUPPORT OUR BUSINESSES IN THAT WAY.
SO ROB, ON THAT POINT, UM, I SAW THAT SLIDE AT LODGING COUNCIL AND YOU KNOW, JUST GIVEN THE FACT THAT THE BOOKING WINDOW IS DECREASING, HONESTLY, I MEAN, IT'S STILL EARLY FOR SUMMER, SO I HAVE A HARD TIME GETTING WORKED UP ABOUT THAT.
UH, ESPECIALLY BECAUSE THE ECONOMY CONTINUES TO CHUNK ALONG.
THE FED NOW SAYS, EH, PROBABLY NOT GONNA HAVE A RECESSION FOR YEARS.
UM, THERE SHOULDN'T BE ANY FEAR MONGERING GOING ON, AND YOU'RE NOT.
SO I'M NOT SUGGESTING THAT YOU WERE.
UH, BUT BACK TO MY RANT FROM BEFORE.
SO, UH, DURING MY RANT, I DID NEGLECT TO, UH, SAY WHAT COUNCILOR KINSELLA SAID VERY WELL, THAT, UH, I AM ALL IN ON IN MARKET.
SO ABSOLUTELY, WE SHOULD DO THAT WITHOUT, UH, HESITATION.
AND I DID SAY, AND MAYBE I JUST LOST IT IN THE MIDST OF MY RANT, IS THAT I AM OPEN TO, UH, DOING THE ATTRACTIVE MARKETING, ATTRACTION MARKETING, JUST NOT IN PHOENIX AND LA I WANT US TO HAVE THE OPPORTUNITY TO LEARN, AND, AND HEATHER, OF COURSE, YOU KNOW, YOU HAVE ME AT HELLO AS IT RELATES TO THE FACT THAT WE'VE GOT, YOU KNOW, MUCH IMPROVED TRACKING OF THE RESULTS FROM OUR MARKETING EFFORTS.
SO I ABSOLUTELY WANT TO, UH, HAVE THAT, UH, BENEFIT OF, OF HAVING THAT DATA.
SO, UH, LONG STORY SHORT, I AGREE WITH COUNCILLOR KINSELLA.
NO, I JUST, I JUST, ONLY THE ABILITY DOESN'T FALL DOWN, PETE.
JUST A, A COUPLE OF OF POINTS.
IF, IF I COULD DIVIDE MY VOTE THAT
[03:30:01]
WAY, I WOULD ALSO SUPPORT THE IN MARKET STUFF.I THINK THAT'S AN ABSOLUTE ROLE OF A-D-M-M-O IS TO BE DOING THIS EDUCATIONAL STUFF.
I'M STILL, UH, NO ON THE SPENDING OUTTA MARKET ONLY.
WELL, FOR THE REASONS I SAID, BUT HERE'S A LITTLE FACT TO THAT.
I'M STILL WRAPPING MY HEAD AROUND THAT I READ LAST NIGHT FROM THE DESTINATION THINK FOLKS, YOU KNOW, THE EUROPEAN, THIS IS MOSTLY, IT'S RIGHT, THE EUROPEANS ARE AHEAD IN ALL THIS THINKING ABOUT WHAT DM MOS ARE DOING.
UH, AND ONE OF THE, A BIG PART, I'M GONNA BLOW YOUR MINDS NOW, 'CAUSE A BIG PART OF THE CONVERSATION THAT'S HAPPENED AND NOW, UH, ESPECIALLY OVER IN EUROPE, IS, UH, RELATED TO SUSTAINABILITY AND PEOPLE ARE TALKING ABOUT LONG HAUL TRAVEL AND WHETHER YOU REALLY SHOULD BE MARKETING TO LONG HAUL TRAVEL DESTINATIONS.
AND SO THAT, THAT MIGHT SPEAK TO WHY WE WOULD WANNA ACTUALLY SPEND MORE
SO IT'S JUST, IT'S JUST A WEIRD, I'M STILL WRAPPING MY HEAD AROUND THAT ONE.
SO I JUST WENT ON THE CHAMBER WEBSITE AND I LOOKED AT THE BUSINESS IMPROVEMENT DISTRICT, AND IT'S, UH, IT SENDS YOU TO VISIT SEDONA.
I MEAN, IT, IT TALKS ABOUT THEIR PARTNERS, BUT IT'S A ONE PAGE AND IT SENDS YOU TO VISIT SEDONA AND NOW VISIT SEDONA, WHICH IS VERY DIFFERENT.
IT'S COMPLETELY REVISED SINCE I LAST LOOKED AT IT PRE OUR, UH, CONTRACT, YOU KNOW, WHEN IT WAS SOMETHING WE WERE PAYING FOR.
NOW, WHETHER THAT'S PART OF THE BID OR NOT, I CAN'T BE SURE.
UH, BUT IT'S EXPERIENCED THE SERENITY OF SEDONA IN THE SPRING.
AND, UH, THEY HAVE SPECIFICALLY ON THERE, UH, TILL THEY HAVE ADS BY TILL KAA, THE HILTON GREENTREE.
SEE, THESE ARE THEIR PARTNERS, RIGHT? UH, CRYSTAL VORTEX, ENCHANTMENT, SAFARI JEEPS, AND, UM, ROYAL PINON, THE CABIN SEDONA, I DON'T KNOW WHAT THAT IS.
SO ANYWAY, IT'S, IT IS TARGETED TOWARDS THE BUSINESSES AS THEY SAID THEY WERE GOING TO DO.
AND THERE'S, YOU KNOW, THINGS TO DO IN SEDONA ATTRACTIONS, THIS AND THAT, BUT THEY'RE REALLY FOCUSED ON THEIR PARTNERS AND THEY CALL 'EM THEIR PLATINUM PARTNERS, THOUGH.
IT'S THE INITIAL PEOPLE WHO BOUGHT IN.
SO IF THAT HELPS AT ALL, JUST THOUGHT I WOULD SHARE THAT.
SO IT'S ANYBODY BEEN KEEPING TRACK ON, I MEAN, WE HAVE VARYING DIFFERENCES HERE, RIGHT? SO, BUT WE HAVE, DID WE HAVE A MEMBER PUBLIC HEARING? WE DO HAVE.
AND I WAS GONNA GET TO, SO I JUST WANTED TO UNDERSTAND IF WE HAVE ENOUGH YET.
UH, ALEXIS, ARE YOU GONNA OPEN THE PUBLIC HEARING? IT'S NOT MINE.
WE'LL OPEN THE PUBLIC COMMENT.
UH, IF ANYBODY ELSE HAS A CARD.
NO, THERE'S ONLY, OKAY, I'M THE ONLY ONE.
I'M GONNA GIVE SOME DATA CONSIDERING I'M AN OUTSIDER LOOKING IN AND I'VE BEEN LISTENING TO THIS, AND I'M NOT GETTING PAID WHILE Y'ALL ARE GETTING PAID.
WHEN I FIRST MOVED OUT HERE TO, UM, TO PHOENIX, I LIVED IN PHOENIX, ARIZONA.
I DIDN'T KNOW ANYTHING ABOUT SEDONA.
AND I WENT FOR A RIDE, FOUND THIS LITTLE PLACE AT SEDONA, AND WHEN I FINALLY CAME TO SEDONA, I WAS LIKE, WOW, THIS PLACE IS MAGICAL.
IT'S A PLACE THAT TAKES YOU, IT DRAWS YOU IN.
AND WHEN IT DREW ME IN, NOT ONLY DID IT DRAW ME IN IT, I I SPENT A HECK, A LOT OF MONEY.
AND SO PURPOSELY, I, I GOT A HAIRCUT, THEN I WENT AND GOT A TATTOO, AND THEN I WENT SPEND MONEY.
I, BY THE WAY, THE CABINS ARE DOWN IN OAK CREEK AND VERY BEAUTIFUL IF YOU EVER GO DOWN THERE.
UM, SO I'VE, I'VE ACTUALLY HAD AN OPPORTUNITY TO GET TO KNOW THE PEOPLE HERE IN SEDONA.
I MOVED TO COLORADO, 14 YEARS LATER, I COME BACK.
AND, AND THE, THE TRAFFIC HERE IS HERME.
UM, A LOT OF TIMES WE HAVE DO HAVE TOURISTS AND PEOPLE LIKE ME THAT WORK HERE NOW.
IT'S VERY HARD AND DIFFICULT FOR US TO GET THROUGH TRAFFIC.
LIKE WE ALWAYS SAID, PARKING IS A VERY BIG PROBLEM.
THERE'S A COUPLE POINTS I WANNA POINT, UM, POINT OUT, UM, ON THE STORY PART WHERE YOU SAID, YOU KNOW, SEDONA BB IS LIKE YOU'RE TELLING ME TO BE SOMETHING THAT I ALREADY KNOW.
I AM, IT, IT IS KIND OF DIC DICTATORSHIP IN
[03:35:01]
A WAY.AND I LIKE THE, THE, THE, THE COUNCIL SAYING THAT IT'S, UM, EMBRACE.
SO I, I CAME UP WITH THIS IDEA SAYING, WELL, A PLACE THAT SEDONA IS A PLACE OF MAJESTIC BEAUTY THAT CAPTURES YOUR IMAGINATION.
SO IT'S A PLACE OF WONDER, CURIOSITY, ADVENTURE THAT NO OTHER PLACE ON EARTH CAN, CAN TELL THAT CAN, CAN SHOW THAT.
WHAT'S YOUR STORY? FIND YOUR STORY.
IT'S FIND THE STORY THAT RESONATES WITHIN YOU WHEN YOU EMBRACE SEDONA AND AS SEDONA EMBRACES YOU.
YOU KNOW, SO YOU, YOU GOTTA LOOK AT WORD PLAYING IS REALLY BIG ON, ON, AND I WAS JUST SPEAKING THIS TO A COUPLE OF MY INDIVIDUAL FRIENDS.
WORDS ARE POWERFUL AND HOW YOU USE THEM AND HOW YOU DELIVER THEM IS EVEN MORE POWERFUL.
SO WHEN YOU'RE TELLING SOMEBODY TO DO SOMETHING, YOU'RE NOT REALLY LETTING THEM CAPTURE WHO THEY REALLY ARE HERE IN SEDONA.
SO I WANTED TO POINT THAT OUT.
ANOTHER THING IS, IT'S LIKE, I DON'T KNOW WHERE THE MONEY COMES FROM OR THE FUNDING IF IT COMES FROM A TAXPAYER'S POINT OF VIEW OR THIRD PARTIES, BUT I KNOW A LOT OF THIRD PARTIES.
I WORK WITH A LOT OF AIRBNBS AND I DO SOME ADVERTISING FOR THEM AS WELL.
AND SO A LOT OF THESE PEOPLE DON'T LIVE HERE.
SOME OF THEM ARE LIVE IN FRANCE.
SO WE'RE TALKING ABOUT OUTTA STATE.
UM, I CAME FROM SEDONA, A LOT OF WORD OF MOUTH, BUT THESE INDIVIDUALS THAT TRAVEL BACK AND FORTH, THE WORD OF MOUTH IS SO POPULAR THAT WITHIN ONE DECADE THIS PLACE HAS BECOME BOOMING WITH, WITH TOURIST.
SO IT'S JUST SOMETHING TO TAKE INTO CONSIDERATION WHEN YOU GUYS, WHEN YOU GUYS MAKE THAT.
OKAY, WE'LL CLOSE, UH, THIS PORTION, BRING IT BACK TO COUNCIL AND NOW WE'RE GONNA GO TO, WE HAVE SEVERAL, IF I UNDERSTAND RIGHT, WE HAVE THREE DIFFERENT CONCEPTS HERE OR IDEAS.
SO HEATHER, CAN I JUST CLARIFY ONE THING? I JUST WANTED TO CLARIFY.
UM, THE, THE, THE ADVERTISERS THAT ARE ON VISIT SEDONA, THAT YOU WERE MM-HMM.
THOSE ARE JUST ADVERTISERS BECAUSE PINK CHEAP TOURS IS NOT A PARTICIPANT IN THE BID, NOR IS TO LOCK P IT IS JUST LODGING PARTNERS.
SO THERE'S A SEPARATE PAGE THAT HAS THOSE LISTED.
IT'S JUST HOTELS THAT ARE PARTICIPATING IN, IN THAT BID WISH THOUGHT AS A, JUST SO YOU KNOW.
OKAY, SO WE HAVE, IT WASN'T PINK JEEP EITHER.
IT WAS YOUR SURPRISE SAFARI, BUT IT
ALRIGHT, SO WE HAVE THE FULL PACKAGE, IT'S FULL, UH, CAMPAIGN.
THEN WE HAVE IN MARKET ONLY, AND THEN WE HAVE THE FULL CAMPAIGN WITHOUT PHOENIX AND, UH, LA IS THAT ABOUT RIGHT? SO IS THAT THE THREE MAYOR? I THINK I HEARD, I THINK SOME MAJORITY CONSENSUS FOR THE IN MARKET.
THAT'S A GOOD IDEA, RIGHT? YEAH, WE ALL, I THINK WE ALL, EVERYBODY SAYS THAT, MELISSA, YOU'RE NOT.
UH, SO WE KNOW IN MARKET, SO NOW WE'RE TALK, I HAVE TO ASK A QUESTION, BUT IN MARKET, WHERE IS IN MARKET EXACTLY? SHE MENTIONED THAT GEO, YEAH.
BUT, BUT WHERE? JUST DIGITAL AD.
UM, SO YES, DIGITALLY DELIVERED VIA, UM, YOU KNOW, ON YOUR PHONE VIA APPS, UM, POTENTIALLY FACEBOOK, UM, DIGITAL DISPLAY, THAT SORT OF THING.
UM, BUT ALSO WE'VE DISCUSSED HAVING, UM, VIDEOS, SIGNAGE IN THE SHUTTLES AT TRAIL HEADS, UM, VIA HOTEL COMMUNICATION.
THERE'S A NUMBER OF AREAS THAT WE ARE HOPING TO, THAT, YOU KNOW, WE COULD WORK TOGETHER ON GETTING THOSE MESSAGES OUT.
SO NOT CHANNEL FOUR, THE THAT'S IN THE HOTEL ROOMS. I CAN'T REMEMBER IF THAT THAT IS, UM, THAT IS ONE OF THE THINGS THAT WE'RE CURRENTLY USING NOW FOR CERTAIN MESSAGING AND THAT IS AN OPTION AND SOMETHING WE'LL BE LOOKING AT WHETHER OR NOT THAT MAKES SENSE.
OKAY, SO WE'RE ALL IN AGREEMENT WITH THAT.
SO NOW WHAT WE NEED TO FIGURE OUT WHERE WE ALL ARE IS WHO'S INTO THE FULL, THE REST OF THE CAMPAIGN, IT'S OUT OF MARKET WITH LA AND PHOENIX OR OUT OF MARKET WITHOUT LA AND PHOENIX.
OKAY, SO LET'S GO WITH, UH, OUT OF MARKET WITH LA AND PHOENIX.
WHO'S IN IN FAVOR OF THAT? YOU WANT THUMBS UP? YES.
I THINK THIS IS THE, ONE OF THE WAYS WE'RE GONNA LEARN WHETHER OR NOT THAT MESSAGE ACTUALLY RESONATES IN THOSE MARKETS TO DRAW THEM HERE AS OPPOSED TO SOME GENERAL COME TO SEDONA OR NO MESSAGE AND THEY'RE COMING TO SEDONA.
SO DOES IT, DOES THIS HAVE ANY IMPACT ON THEM? RIGHT?
[03:40:01]
SO, OKAY, SO THAT'S THREE.I ACTUALLY DON'T, DON'T THINK THAT'S CORRECT.
YOU WANNA ASK FOR THE OTHER CORRECT ONE AS WELL? YOU STILL, I WOULD JUST FIGURE THAT IF NO, NO, NO, YOU NEED TO ASK FOR IT BECAUSE IT'S OKAY.
DON'T MY HEAD'S STILL ATTACHED.
THOSE THAT ARE IN, IN, UH, UH, IN FAVOR OF THE OUT OF MARKET WITHOUT, UH, LA AND PHOENIX.
THAT'S WHY YOU NEEDED TO DO IT.
OH, 'CAUSE PETE, YOU WOULD, RIGHT? YOU'RE GONNA KNOW.
SO THAT AUTOMATICALLY FAILS IN ANYWAY.
WELL, LET'S, I I CHANGE IT TO BE IN PHOENIX, SO, OKAY, SO THERE YOU GO.
I'M NOT TIED ONE WAY OR THE OTHER.
SO IT'S NOT A VOTE, BUT IT'S A CONSENSUS.
LAST NIGHT KILLED ME
OKAY, SO NOW DO YOU HAVE, UH, DIRECTION DO WE ALSO NEED, WE NEED MORE A, A THUMBS UP ON THE SPEND ON THE, WHAT WE'RE ASKING MONEY WISE? YEAH, THAT NO BUDGET.
I'M NOT SURE TWENTIES IS ENOUGH IN, IN MARKET BY THE WAY, BUT IT'S UP TO YOU TO, YEAH.
AND, AND SO, UM, WE ACTUALLY ADMINISTRATIVELY DO HAVE SOME DISCRETION BASED ON WHAT'S AVAILABLE, UM, IN THE CURRENT BUDGET AND THEN IN FY 25 TO DECIDE IF, IF IT MAKES SENSE AS WE WORK THROUGH WHERE WE WANNA PLACE ALL OF THIS MESSAGING, THEN UM, WE KNOW WE CAN SPEND MORE THAN THAT.
YEAH, WE HAVE ACTUALLY TALKED ABOUT, UM, TRYING TO ADD SOME OF THOSE DOLLARS FROM THE 50,000 SIDE, UM, END TO END MARKET, ESPECIALLY AS WE WERE LOOKING AT TRYING TO EXPAND BEYOND JUST THE DIGITAL ADVERTISING.
SO YES, I THINK ADS IN THE SHUTTLE MAKE TOTAL SENSE.
I MEAN, IT'S A CAPTIVE AUDIENCE, LITERALLY.
AND JUST, JUST AS A AN ASIDE, UH, WE'RE ALREADY USING THE, UM, LOVE IT LIKE A LOCAL VIDEO.
OH, THAT'S A GREAT, IN THE SHUTTLE.
WHO'S THAT MODEL? WHO'S DOES A VOICE ON THAT? IT IT, IT'S A GREAT VOICE EXPERIENCE.
YOU KNOW, YOU DID MISS, UH, A CAREER OPPORTUNITY.
HE JUST CHOSE TO BE HERE INSTEAD.
KRISTEN, MARY, THANK YOU VERY MUCH THAT THIS WAS REALLY HELPFUL, HEATHER.
IT WAS VERY COMPELLING AND HELPFUL.
KEEGAN, I DON'T FI NEVER FORGET KEEGAN.
SHE, SHE'S A VOICE OF COMMON SENSE HERE BEHIND, YOU KNOW, THE, THE, THE WOMAN BEHIND THE MAN.
THANK YOU ALL FOR EVERY, ALL YOUR HARD WORK.
OKAY, ROSS, DON'T COME OUT AND BOTHER ME.
ESPECIALLY HANGING FROM A ROPE.
DISCUSSION POSSIBLE UH, UH, ACTION REGARDING, UH, FUTURE AGENDA ITEMS, ANYTHING ELSE? JUST WONDERING IF WE COULD HAVE LIKE ANOTHER SEVEN HOUR MEETING.
UH, WE COULD IN THE NEXT TUESDAY IF POSSIBLE.
[5. ADJOURNMENT]
HEARING AIN'T NOTHING ELSE.