* This transcript was created by voice-to-text technology. The transcript has not been edited for errors or omissions, it is for reference only and is not the official minutes of the meeting. [00:00:05] OKAY. GOOD AFTERNOON EVERYBODY. WE'VE GOT A, UH, QUORUM AND I THINK A FEW MORE WILL BE TRICKLING IN, BUT [1. CALL TO ORDER, PLEDGE OF ALLEGIANCE, ROLL CALL] LET'S GO AHEAD AND CALL THE MEETING TO ORDER. IT'S, UH, THREE O'CLOCK ON JULY 3RD, AND, UH, THIS IS THE CITY OF SEDONAS TERMISM ADVISORY BOARD MEETING. AND PLEASE JOIN ME IN THE PLEDGE OF ALLEGIANCE, PLEDGE ALLEGIANCE, ALLEGIANCE TO THE FIVE 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 THE GOD THING ALWAYS GETS. OKAY. AND, UM, MADAM SECRETARY, THE ROLL CALL DAVID PRICE HERE. JOHN FITZGIBBONS. HERE. ALICIA HANSON. ALTHEA JOHNSON. HERE. RICHARD KEPPEL, PRESIDENT RANDY MCGRAIN. HERE. BOB PIKE. HERE. FRANCIS RAYMER. HERE. DANIELLE SON. CRAIG SWANSON AND RENEE TAYLOR. [2. ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF] OKAY, SO ITEM TWO, ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF. HAS THERE ANYBODY GOT ANYTHING ON THE BOARD THEY'D LIKE TO SHARE? BUT I'LL SHARE. UM, I JUST SPENT, UH, MONDAY IN THE VISITOR CENTER LIKE I, LIKE I DO OFTEN. AND, UH, WHAT AN AMAZING PLACE WE HAVE HERE TO WELCOME PEOPLE FROM LITERALLY, AS EVERYBODY KNOWS ALL OVER THE WORLD, AND, AND THEY'RE HAPPY TO BE HERE AND THEY'RE OPEN TO WHATEVER OUR IN MARKET MESSAGING IS IN THE VISITOR CENTER. AND SO I JUST WANTED TO SHARE THAT IF YOU HAVEN'T BEEN IN THE VISITOR CENTER, GO THROUGH THEIR HANGOUT WITH THE FOLKS THAT ARE VOLUNTEERING OR THE EMPLOYEES AND, AND, UH, AND SEE WHAT A WONDERFUL THING IT IS TO, TO BE PART OF THESE VISITORS THAT COME FROM ALL OVER THE PLACE TO VISIT SEDONA. UH, CHAIRMAN I WANTED TO SHARE, SO I SPENT SOME TIME AT THE SEDONA HISTORICAL SOCIETY WITH NATE, AND I WOULD JUST ENCOURAGE ANY OF US WHO HAVE NOT SPENT TIME UP THERE LEARNING THAT IT'S, IT'S ENDLESS. I MEAN, I COULD SPEND MONTHS, I THINK, IN THAT, IN THAT HOUSE, GOING THROUGH FILES WITH HIM AND HE SAID IF THERE'S THAT, IF HE EVER HAD AN OPPORTUNITY TO, TO TALK TO THE BOARD AND TALK A LITTLE ABOUT HISTORY, DO A LITTLE PRESENTATION FOR US, HE WOULD WELCOME THAT. BUT I THOUGHT IT WAS A VERY VALUABLE EXPERIENCE. ALRIGHT. YEAH. THERE'S SO MANY OPPORTUNITIES FOR US TO GO OUT THERE AND GET TO KNOW BETTER WHAT WE DO AS A TOURISM ADVISORY BOARD. SO TAKE THOSE, SUSAN, MY WIFE AND I LIKE TO GO AND JUST DO THE UPTOWN STROLL AND GO INTO THE BUSINESSES AND JUST WATCH THE WHOLE THING AND SEE WHAT'S GOING ON. SO YOU GUYS, I, I KNOW EVERYBODY TAKES THOSE OPPORTUNITIES, BUT THAT'S REALLY WORTHWHILE. OKAY, SO CONSENT ITEMS, UH, WHICH IS THE MINUTES FROM, UH, THIS IS, HOLD ON. WE HAVE SOME STAFF. OH, I'M SORRY. I'M SORRY, KEEGAN, GO AHEAD. ALRIGHT, SO ON OUR SIDE, UH, WE HAVE THREE NEW MEMBERS OF OUR TEAM. YOU'LL MEET ANDREW IN A SECOND, BUT I ALSO WANTED TO JUST TAKE SOME TIME, UM, AND INTRODUCE AMANDA ZANE. SHE IS OUR NEW MARKETING COORDINATOR. SHE'LL BE WORKING WITH ROB. UM, SHE'LL KIND OF BE, UH, BEHIND THE SCENES IN TERMS OF CONTENT ON THE WEBSITE AND, UM, NEWSLETTER CREATION AND PUBLISHING AND THOSE TYPES OF THINGS. SO THERE'S THAT. UM, AND THEN WE ALSO HAVE CHRISTIE TURK. HI CHRISTIE. UM, SHE IS OUR NEW EXECUTIVE ASSISTANT IN THE CITY MANAGER'S OFFICE, AND SHE'S GOING TO BE HELPING US, UM, WITH TAKING MINUTES AND THINGS LIKE THAT. SO JUST WANTED JUST SAY THAT. AND THEN SECOND, AH, YES, UM, ROB WAS VERY BUSY THIS WEEK, UH, DOING A MICRO TRANSIT VIDEO IF YOU FOLLOWED THIS AT ALL. UM, THIS WILL BE LAUNCHING IN SEPTEMBER. UM, TRANSIT MARKETING FALLS UNDERNEATH THE TOURISM PROGRAM'S BUDGET. SO I FIGURED I'D JUST GIVE YOU THAT UPDATE, UM, THAT A NEW VIDEO WILL BE COMING OUT. UM, IT HAD SEVERAL DIFFERENT AUDIENCES, BUT THE PRIMARY FOR THE LONGEST VIDEO WAS FOR LOCALS, UM, TO SAY, HEY, THIS IS COMING. GET EXCITED. HERE'S HOW YOU CAN USE IT. UM, SO THAT SHOULD BE, IF ALL GOES TO PLAN, UM, WE'D LIKE TO START RUNNING THOSE ADVERTISEMENTS IN AUGUST AND THE SYSTEM WILL GO LIVE IN SEPTEMBER. WHAT ELSE? AH, AND KEEGAN HAS THE THIRD ONE. WELL, OUR ARIZONA OFFICE OF TOURISM [00:05:02] CO-OP PROGRAM ENDS IN AUGUST, AND WE'VE BEEN VERY BUSY WITH OUR MENU THAT WE'VE CHOSEN OF WONDERFUL ADVERTISING OPPORTUNITIES AND PROMOTIONAL OPPORTUNITIES. THE ONE THAT YOU'RE SEEING IN FRONT OF YOU NOW IS FROM A GERMAN PUBLICATION CALLED AMERICA JOURNAL. WE PROVIDED EVERYTHING THAT YOU'RE SEEING HERE AND THEY TRANSLATED IT TO GERMAN, IT'S DISTRIBUTED TO ALL GERMAN-SPEAKING COUNTRIES IN EUROPE, AND WE ONLY HAD TO PAY HALF THE PRICE FOR IT. SO WE'RE, WE'RE REALLY EXCITED TO HAVE THIS KIND OF REPRESENTATION IN GERMAN SPEAKING COUNTRIES AND START GETTING OURSELVES BACK OUT THERE IN THE INTERNATIONAL MARKET AGAIN. YOU GUYS GOOD? I THINK SO. ALRIGHT. I, I NOTICED WE GOT MAYOR BLO HERE AND WE'VE GOT OUR CITY MANAGER. AND, UH, AS WE COME TO THIS NEXT ITEM, IF ANY OF YOU IN THE AUDIENCE WANT TO, UH, ADDRESS THE, THE, UH, BOARD, PLEASE FILL OUT ONE OF THE, THE PUBLIC COMMENT CARDS AND TURN THAT IN AND THAT WAY WE CAN GET TO YOU HERE. [3. CONSENT ITEMS] OKAY. SO, UH, NUMBER THREE IS CONSENT ITEMS AND, AND, UH, THREE A MINUTES FROM WEDNESDAY MAY 1ST, 2024. UM, ARE THERE, HAS EVERYBODY HAD A CHANCE TO GO OVER THAT? ANY QUESTIONS, PROBLEMS, ISSUES, OR CAN WE CONSENT TO THE MINUTES? YES, SIR. ALRIGHT, WITHOUT OBJECTION THEN THE MINUTES ARE APPROVED FOR MAY 1ST, 2024 [4. PUBLIC FORUM] AND ITEM FOUR, THE, UH, PUBLIC FORUM. SO DO WE HAVE ANYBODY THAT WANTS TO ADDRESS THE BOARD NOW OR YOU CAN FILL THAT OUT SPECIFIC AFTER CAN DO THAT, YES. OKAY, THANK YOU. THAT IS IT. AND IF IT'S A OVER HERE, CHRISTIE. OH, OKAY. I'LL FILL OUT THE FT. SPEAK. ALRIGHT. HI, MY NAME IS SPRING GRAFF. LAST YEAR MY HUSBAND AND I WENT TO MAUI TO VOLUNTEER AFTER THE DEVASTATING FIRES. THANKS. WE SPENT THREE TO FOUR DAYS A WEEK VOLUNTEERING WITH A NONPROFIT CALLED HUNGRY HEROES HAWAII COOKING AND DELIVERING OVER 200 MEALS PER DAY. OUTSIDE OF OUR VOLUNTEER TIME, WE WERE TOURISTS. WE EMBRACED MAUI AND WE SUPPORTED THE LOCAL BUSINESSES WHOSE LIVELIHOODS WERE AT RISK. BECAUSE OF THE DEEP JOY WE RECEIVED BY BEING OF SERVICE AND THE POSITIVE IMPACT THAT OUR VOLUNTEERING HAD ON THE COMMUNITY, WE EXTENDED OUR STAY AND VOLUNTEERED FOR A TOTAL OF SIX WEEKS. WHEN WE RETURNED HOME TO SEDONA, I ASKED AROUND AND DID SOME ONLINE RESEARCH AND WAS ACTUALLY VERY SURPRISED TO FIND THAT THERE WAS NO EASY WAY FOR A TOURIST OR A GROUP TO TAKE PART IN A VOLUNTEER EVENT. AFTER OUR PROFOUND TIME IN HAWAII, I BEGAN DEVELOPING THE IDEA FOR VOLUNTEER SEDONA. DURING MY RESEARCH, I SAW DOMESTIC NONPROFITS LIKE KEEP TAHOE BLUE, VOLUNTEER SAN DIEGO AND GO HAWAII SUCCESSFULLY DEVELOPED PROGRAMS TO MAKE IT SIMPLE AND EXCITING FOR VISITORS TO VOLUNTEER. I KNEW THAT A BIG PROJECT LIKE THIS NEEDED TEAMWORK AND I WAS VERY FORTUNATE TO MEET BEN BURKE AT MANZANITA OUTREACH. FOR THE LAST SEVERAL MONTHS, WE'VE BEEN WORKING TOGETHER TO DEVELOP VOLUNTEER SEDONA, WHICH IS A STREAMLINED PROCESS AND WEBSITE THAT FACILITATES VOLUNTEERING IN ORDER TO BENEFIT OTHER, EXCUSE ME, OUR LOCAL NONPROFITS AND ALLOW TOURISTS TO MAKE A POSITIVE IMPACT IN OUR COMMUNITY. WITH AN UPDATED CALENDAR OF VOLUNTEER EVENTS AND A CONCIERGE SERVICE FOR GROUPS AND FAMILIES, WE AIM TO POSITION VOLUNTEER SEDONA.COM AS A TOOL FOR OUR COMMUNITY TO CREATE MEANINGFUL EXPERIENCES FOR THE VISITORS TO OUR BEAUTIFUL REGION. SO WE HAVE 15 NONPROFITS ONBOARDED SO FAR, AND WE PLAN TO FORMALLY LAUNCH THE WEBSITE IN SEPTEMBER IN 2023, MANZANITA OUTREACH HOSTED OVER 1000 UNIQUE VOLUNTEERS TO OUR FOOD SHARING OPERATIONS. AND IN DOING SO, WE CONSISTENTLY HEAR STORIES ABOUT HOW PEOPLE FEEL MORE CONNECTED TO OUR COMMUNITY HERE BECAUSE THEY'RE VOLUNTEERING GLOBALLY. VOLUNTEERISM IS A MULTI-BILLION DOLLAR MARKET GROWING AT OVER 10% PER YEAR. AND IN LARGE CONSUMER SURVEYS, 60% OF GENERAL TRAVELERS AND 84% OF MILLENNIALS SAY THAT THEY ARE INTERESTED IN MORE VOLUNTEER VACATIONS. AS YOU KNOW, A LARGE PERCENTAGE OF THE TOURISTS AND THOSE VISITORS THAT COME TO SEDONA ARE SEEKING SPIRITUAL GROWTH. THIS IS WHY SPRING V FIRST VISITED HERE AND IT'S WHY I CAME HERE. WHAT WE HAVE BOTH FOUND IS THERE IS PERHAPS NO GREATER WAY TO FIND SPIRITUAL CONNECTION THAT THEN THROUGH BEING OF SERVICE TO OTHERS TO VOLUNTEER WITH A DIRECT SERVICE ORGANIZATION. SO THANK YOU FOR ALLOWING US TO INTRODUCE VOLUNTEER SEDONA.COM TO YOU AND WE DO LOOK FORWARD TO SOMEHOW FIGURING OUT A WAY TO WORK TOGETHER. THANK YOU. THANK [00:10:01] YOU. MY NAME IS BEN BURKE AND THIS IS SPRING GRUFF. ALRIGHT, THANK YOU VERY MUCH. NO OTHER CARDS. GET THE CARD BACK. NO OTHER CARDS. WHAT'S THAT? GET THE CARD BACK. OH, OKAY. THEY CAN FILL IT OUT. THANKS. OKAY. [5.a. Introduce new Tourism Manager, Andrew Grossman] ITEM FIVE, REGULAR BUSINESS AND FIVE A IS INTRODUCTION OF OUR NEW TOURISM MANAGER, ANDREW GROSSMAN. WELCOME, ANDREW. I LIKE TO STAND SO I FIGURED I'D COME UP HERE AND DO THAT, BUT, UM, AGAIN, MY NAME IS ANDREW. IT'S ABSOLUTELY WONDERFUL TO BE HERE. IT'S MY THIRD DAY ON THE JOB. I'M INCREDIBLY HONORED AND EXCITED TO, YOU KNOW, SERVE AS THE FIRST TOURISM MANAGER FOR THE CITY AND SEE WHAT THE WORK THAT WE CAN DO TOGETHER IS. UM, I FIGURED I'D TAKE SOME TIME TO GIVE YOU ALL A LITTLE BIT OF BACKGROUND ON ME. UM, I'VE BEEN WORKING ON KIND OF THIS SIDE OF THE TOURISM INDUSTRY MY ENTIRE CAREER. UH, STARTED AS A SUSTAINABLE TOURISM PROFESSIONAL. I WORKED FOR AN INTERNATIONAL NONPROFIT, UM, ACTUALLY WAS DOING A LOT OF THE GSTC DESTINATION WORK THAT WAS KIND OF PART OF THE SEDONA SUSTAINABLE TOURISM PLAN THAT I'VE HAD A CHANCE TO READ THROUGH. UH, SPECIFICALLY I WAS RUNNING UNITED AIRLINES CARBON PROGRAM FOR FOUR YEARS AND I WAS SETTING UP THE KIND OF NONPROFIT FOUNDATIONS IN CHILE, OREGON AND THE CARIBBEAN RELATED TO HOW DO WE GET VISITORS TO GIVE BACK TO THE DESTINATIONS THAT THEY TRAVEL TO. UM, LEFT THE NONPROFIT WORLD TO WORK FOR TRAVEL OREGON, SO THE STATE TOURISM OFFICE FOR THE STATE OF OREGON BACK IN 2016. UM, AND THAT REALLY GOT ME WORKING MUCH MORE CLOSELY WITH DESTINATIONS SUCH AS SEDONA. UM, AND THEN I STARTED WORKING FOR THE COLORADO TOURISM OFFICE IN 2020 WHERE I RAN THEIR DESTINATION DEVELOPMENT TEAM. UM, I'D SAY THE THINGS THAT DRIVE MY PASSION, UM, TRULY WITHIN THIS SPACE IS THAT, UM, I REALLY WANT TO CONTINUE TO PROVIDE TRAVEL EXPERIENCES, BUT IN A WAY THAT CREATES LESS OF AN IMPACT FOR THE COMMUNITIES THAT THEY TRAVEL TO. THAT IS KIND OF MY WHY. THAT'S KIND OF WHY I EXIST, UM, AS A, AS A PROFESSIONAL, UM, BODIES OF WORK OR KIND OF SKILL SETS THAT I MIGHT BRING TO THE TABLE HERE, OR THAT I HAVE A LOT OF EXPERIENCE WITH VISITOR MANAGEMENT, WHICH IS KIND OF WHAT I SAY IS LIKE, HOW DO YOU MAKE MORE VISITORS FEEL LIKE LESS IS KIND OF THE WAY THAT I LIKE TO DESCRIBE THAT. UM, A LOT OF WORK WITH TOURISM PRODUCT DEVELOPMENT IS KIND OF DEFINITELY A PASSION OF MINE TOURISM POLICY AND THEN ORGANIZATIONAL STRUCTURING, WHICH I THINK THAT LADDER IS MAYBE WHY , Y'ALL WANTED ME TO COME HERE TO SOME EXTENT SO WE CAN WORK TOGETHER TO KIND OF DEVELOP A NEW DMO FUNCTION WITHIN THE CITY. AND, UM, ONE THING THAT I DID WANT TO SHARE JUST IS THAT YOU'RE NOT ALONE RIGHT NOW. AND LOOKING AT THIS TYPE OF TRANSITION BETWEEN LIKE WHAT IS THE ROLE OF TOURISM WITHIN OUR COMMUNITY AND THEN ALSO LOOKING AT, UM, HOW DO WE KIND OF ABSORB THE TOURISM FUNCTION WITHIN THE CITY. IT'S SOMETHING THAT I SAW A LOT OF AND WAS A REALLY A DIRECTLY PART OF WHEN I WAS WORKING IN COLORADO. UM, ONE COOL EXAMPLE, UM, THAT I ALWAYS THINK ABOUT WHEN I SORT OF LOOK AT WHAT THE JOB IS AHEAD OF ME IS THAT WE RESTRUCTURED VISIT URE, UM, OVER IN THE SAN JUAN MOUNTAINS OUT OF THE URE CHAMBER AND INTO THE CITY OF URI. SO, UM, EVERY DESTINATION'S DIFFERENT, BUT, UM, AND URE IS DEFINITELY NOT AS LARGE OF A DESTINATION, AT LEAST IN TERMS OF KIND OF VISITATION, BUT THAT'S DEFINITELY ONE, ONE PIECE OF DIRECT EXPERIENCES THAT I'LL BE, THAT I'LL BE PULLING FROM. UM, AGAIN, PRODUCT DEVELOPMENT. SUPER INTERESTED IN THAT. I KNOW THAT'S NOT SOMETHING WE'RE GONNA START DOING IMMEDIATELY. WE HAVE TO MAKE SURE WE GET OUR KIND OF SHOP IN ORDER. BUT, UM, DID A LOT OF WORK WITH DEVELOPING AGRITOURISM TRAILS IN OREGON AND I WAS REALLY EXCITED TO KNOW THAT YOU ALL ARE ALREADY DARK SKY CERTIFIED BY THE IDA. THAT'S A MAJOR PASSION OF MINE. I GOT SOME LEGISLATION PASSED A COUPLE YEARS AGO IN COLORADO THAT GAVE THE COLORADO TOURISM OFFICE SOME PERMANENT FUNDING TO HELP COMMUNITIES GET DARK SKY CERTIFIED. SO CONGRATULATIONS, YOU GUYS HAVE ALREADY DONE IT. SO I'M JUST MORE EXCITED TO SEE WHERE WE CAN TAKE THAT CONCEPT AND MAKE IT MORE ACCESSIBLE TO VISITORS. UM, SO THAT'S A BIT, MAYBE MY RAMBLE, BUT HAPPY TO KIND OF PAUSE FOR ANY IMMEDIATE QUESTIONS ABOUT ME OTHER THAN JUST THANKS AGAIN. I'M SUPER HONORED AND REALLY EXCITED TO MEET EVERYBODY AND CONTINUE TO MEET PEOPLE AND SEE WHERE WE GO. YOU GUYS GOT ANYTHING, ANY QUESTIONS? I KNOW LAUREN'S HAPPY TO HAVE YOU HERE, AND, AND SO ARE WE. SO THANKS ANDREW. AND WELCOME. COOL, THANKS. [5.b. Review draft Tourism Strategic Plan] OKAY, ITEM FIVE B AND JUST TO MAKE SURE, I KNOW I'VE SEEN SOME OF OUR, UM, FRIENDS AND ESTEEMED MEMBERS OF THE BUSINESS AND LODGING COMMUNITY. IF, IF ANYBODY'S WANTING TO COMMENT, UM, YOU NEED TO TURN IN ONE OF THESE COMMENT CARDS. OKAY. SO FIVE B IS REVIEW THE DRAFT TOURISM STRATEGIC PLAN. SO OVER TO YOU GUYS. OKAY, I'M GONNA KICK IT OFF, [00:15:01] RIGHT? YEP. YEAH. OKAY, . ALRIGHT, SO AS YOU KNOW, WE STARTED THIS PROCESS BECAUSE AS A NEW TOURISM PROGRAM AND A-D-M-M-O, UM, WE NEEDED A GUIDING LIGHT OF ACTIONS. UM, NOW THAT WE'VE PUT A FEW THINGS IN PLACE, HOW ARE WE GONNA TAKE THIS PROGRAM OUT OF PHASE ONE AND INTO PHASE TWO? SO WE CHOSE TO WORK WITH A COMPANY CALLED RAGIO. UM, YOU PROBABLY REMEMBER COLLEEN FLOYD. UM, SHE'S THEIR, UH, ASSOCIATE PRINCIPAL. UH, SHE WAS HERE NOT ONLY FOR YOUR LISTENING SESSION, BUT SHE ALSO PRESENTED SOME RESEARCH, UM, FROM ALL OF THE, UM, LISTENING THAT THEY DID IN DECEMBER AND JANUARY. SO GIO SPECIALIZES IN, UM, THIS ONE PAGE FORMAT, UH, FOR A STRATEGIC PLAN, WHICH IS WHAT YOU SAW, UM, FROM WHAT I SENT, UH, EARLIER IN THE WEEK AND WHAT WILL BE UP ON THE SCREEN IN A MINUTE. UM, OF COURSE, WHAT GOES ALONG WITH THAT IS, UM, THE INITIATIVES TRACKER DOCUMENT THAT INCLUDES THE ACTION ITEMS AND MEASURABLES OF HOW EXACTLY WE'RE GONNA BREATHE LIFE INTO THIS PLAN. UH, THIS PLAN IS SPECIFICALLY 18 MONTHS TO TWO YEARS. UM, AND THAT WAS REALLY IMPORTANT FOR US, THAT FELT REALISTIC, UM, AND THAT FELT, UH, LIKE SOMETHING THAT, YOU KNOW, WE KIND OF VIEW OURSELVES AS A STARTUP. AND SO THAT FELT LIKE A, A GOOD PLACE, UM, TO KIND OF, UH, UH, PUT OUR, UM, LENS ON, YOU KNOW, 18 MONTHS TO TWO YEARS FELT REALISTIC FOR US, UH, IN TERMS OF LAYOUT FOR HOW WE'RE GONNA PRESENT THIS. UM, SO FIRST, COLLEEN WILL BE TALKING ABOUT THE PROCESS, UM, OF THIS PLAN, AND THEN SHE'S GOING TO TALK ABOUT THE RESEARCH FINDINGS. UM, THEN I'M GONNA TALK ABOUT THE VISION, THE MISSION, AND THE POSITION. ANDREW'S GONNA TALK ABOUT THE FOUR IMPERATIVES AND THE ACCOMPANYING INITIATIVES. UM, AND THEN ANDREW AND I HAVE PICKED OUT TWO INITIATIVES EACH, UM, IN WHICH WE'LL GO OVER THE SPECIFIC ACTION ITEMS, UM, AND THE MEASURABLES OF HOW WE'RE GONNA ACCOMPLISH THAT INITIATIVE. UH, THAT FELT A LITTLE BIT MORE REALISTIC THAN GOING THROUGH EVERY SINGLE ACTION ITEM. I JUST DON'T THINK WE HAD TIME FOR THAT TONIGHT. BUT WHAT I DO WANNA SAY IS THAT, UM, SIMILAR TO HOW CRAIG DID YESTERDAY, BECAUSE HE'S NOT HERE, HE SENT US FEED HIS OWN FEEDBACK. PLEASE, IF YOU HAVE MORE DETAILS THAN WHAT WE'RE ABLE TO GET INTO TONIGHT, SEND 'EM TO US. UM, AND WE'LL COLLECT IT THAT WAY AND, AND MAKE THE APPROPRIATE CHANGES. UM, SO THIS IS, I'M THROWING THIS OUT TO YOU ALL NOW. LET ME KNOW. UM, THIS IS HOW WE'RE HOPING TO GET INPUT TONIGHT. UM, WE'RE LOOKING FOR CONSENSUS ON MAJOR CHANGES, UM, BEFORE TAKING THIS TO CITY COUNCIL. SO THIS, UH, I LIKEN THIS PROCESS TO HOW WE DID THE SUMMER CAMPAIGN, WHICH IS WHERE WE BROUGHT IT TO YOU. WE GOT YOUR FEEDBACK. UM, WE TRIED TO STAY HIGH LEVEL, SOMETIMES WE DROP DOWN. THAT'S JUST NATURAL AS HUMAN BEINGS. WE ALL HAVE THAT WORD THAT WE HANG ON, THAT WE WANT CHANGED. UM, BUT IN GENERAL, WE, WE TRY AND STAY HIGHER, UM, NOT KIND OF WORDSMITHING BY COMMITTEE, BUT, UM, AND THEN, UH, WE'LL TAKE ALL OF THAT FEEDBACK INTO CONSIDERATION, MAKE THE CHANGES, AND THEN WHAT GOES TO CITY COUNCIL HAS YOUR FEEDBACK INCLUDED INTO IT. UM, YOU'LL NOTICE THAT I DIDN'T FILL OUT THE GANTT CHART, UH, THAT WAS SENT TO YOU , THAT THAT WAS INTENTIONAL. IT WAS, IT WAS ME SAYING, OKAY, EITHER I'M GONNA HOLD THIS FOR ANOTHER MONTH WHILE I FIGURE OUT WHEN WE'RE GOING TO ACCOMPLISH ALL OF THIS, OR I SEND THIS TO YOU ALL, WE TALK ABOUT IT TONIGHT. AND THEN, UM, OVER THE NEXT MONTH, ANDREW AND I WILL KIND OF HASH OUT WHEN WE'RE GOING TO DO THESE THINGS. UM, WHAT GOES ALONG WITH THAT THOUGH, AND I KNOW ANDREW'S GOING TO BE ASKING THIS A LITTLE BIT LATER ON, UM, AFTER WE GET SENT THROUGH SOME THINGS, IS WE'D LIKE TO KNOW WHAT RESONATES WITH YOU IN PARTICULAR, AS WE GO THROUGH THAT GANTT CHART. WE'D LIKE TO KNOW, UM, HOW DO WE PRIORITIZE THE PRIORITIES, RIGHT? SO, UM, BE THINKING ABOUT THAT AS WE'RE GOING THROUGH THINGS. UM, I WANNA POSE ONE THING, AND IF YOU GUYS DON'T LIKE THIS, THEN WE CAN ALTER THIS FORMAT. BUT HOW DO YOU ALL FEEL ABOUT WAITING FOR GROUP COMMENTS UNTIL ANDREW AND I GET DONE PRESENTING THE VISION, THE MISSION IMPERATIVES AND INITIATIVES? SO THAT'S EVERYTHING ON THE ONE PAGER. WE'LL GO THROUGH THAT KIND OF PRESENTED ABOUT HOW WE CAME UP WITH WHAT WE CAME UP WITH AND WHAT IT MEANS. AND THEN WE KIND OF WORKSHOP IT ALL TOGETHER. AND THEN AFTER THAT WE'LL GO INTO, UM, TWO OF THOSE INITIATIVES EACH. I'LL PULL UP THE ACTUAL SPREADSHEET [00:20:01] AND I'LL BE EDITING IT ON THE FLY WITH YOU. UM, AS WE EACH, UH, WE EACH CHERRY PICKED TWO INITIATIVES PER IMPERATIVE. DOES THAT SOUND LIKE A GOOD ENOUGH PLAN? CAN YOU, THAT WORKS. CAN YOU SIT ON YOUR COMMENTS WHILE WE JUST GET THROUGH THE, THE FIRST FOUR? DO OUR BEST? OKAY. YES, THAT'S ALL I'M ASKING FOR. OKAY. SO WITH THAT, I'M GONNA PASS IT OFF TO COLLEEN AND SHE'S GONNA TALK ABOUT PROJECT SCOPE AND THE RESEARCH FINDINGS. ALL RIGHT, THANKS LAUREN. AND, UH, THANK YOU CHAIR, VICE CHAIR AND MEMBERS OF THE BOARD. I'M HAPPY TO BE BACK. I'M ALWAYS HAPPY TO BE IN SEDONA, ESPECIALLY ESCAPING PHOENIX RIGHT NOW. . UM, SO IF WE CAN, SO ONE OF THE THINGS THAT WAS REALLY IMPORTANT WAS TO TOUCH BACK ON THE PROCESS THAT LED US HERE. SO IT WAS A, AN ABSOLUTE KEY GOAL THAT THIS STRATEGIC PLAN MUST ABSOLUTELY MUST BE ROOTED IN THE VALUES AND THE PRIORITIES OF THE COMMUNITY. AND THAT INCLUDES RESIDENTS, BUSINESS OWNERS, UM, ELECTED OFFICIALS ACROSS THE BOARD. UH, SO TO DO THAT, WE WERE, WE WERE FORTUNATE TO ALIGN, I THINK THE CITY WAS VERY THOUGHTFUL ABOUT ALIGNING OUR EFFORTS WITH THOSE OF DBA. SO WE WERE ABLE TO LEVERAGE THE RESEARCH, THE, UM, RESIDENT SENTIMENT SURVEY, THE VISITOR INTERCEPT SURVEY, AND THE TRAVEL AWARENESS AND PERCEPTION SURVEY DONE BY DBA AND THEN GIO. UH, WE CONDUCTED OUR STAKEHOLDER ENGAGEMENT PIECES, WHICH, AND THANK YOU AGAIN TO THIS BOARD FOR BEING A PART, VERY ACTIVE AND HELPFUL PARTICIPANTS IN THAT PROCESS BACK IN THE DAY, OR BACK IN DECEMBER, I THINK. UH, SO IN TOTAL WE CONDUCTED 19 INTERVIEWS WITH STAKEHOLDERS REPRESENTING THE ARTS, ENVIRONMENTAL GROUPS, UH, ELECTED OFFICIALS, TRANSPORTATION AND BUSINESS. UH, WE HELD THREE IN-PERSON LISTENING SESSIONS WITH THIS BOARD, WITH THE LODGING COUNCIL, AND VERY IMPORTANTLY ONE WITH SEDONA RESIDENTS. AND THEN WE ALSO, IN ADDITION TO THE, THE RESEARCH COMPLETED BY DVA, WE DID A REVIEW OF BACKGROUND DATA PROVIDED BY THE CITY. AND SO IT CAME OUT OF THOSE, AND YOU MAY RECALL GOING OVER THESE WHEN WE PRESENTED THE INSIGHT REPORT, WERE THREE VERY DISTINCT AND CLEAR THEMES OUT OF THIS, UM, THIS INFORMATION GATHERING PHASE. THE FIRST WAS THAT PROTECTING THE ENVIRONMENT AND THE TRANSCENDENT NATURE OF SEDONA IS ABSOLUTELY PARAMOUNT. UM, EVERYONE AGREED ON THIS THAT TRANSPORTATION SOLUTIONS WILL CONTINUE TO BE A LONG-TERM PRIORITY. THAT A CLEAR, CONSISTENT AND REPRESENTATIVE BRAND WILL BE CRITICAL IN SHAPING SEDONAS REPUTATION AND ATTRACTING VISITORS WHO WILL CARE FOR THE DESTINATION. THIS CAME FROM A CONCERN, MANY CONCERNS THAT THERE, YOU KNOW, SEDONA IS KNOWN WORLDWIDE, AND IF THERE IS NOT A CLEAR GUIDING VOICE, THEN THERE WE LOSE CONTROL OVER WHAT IS BEING SAID ABOUT SEDONA AND WHAT DIRECTION THEY'RE TAKING IT. UM, FOUR IS THAT SEDONA OR TOURISM IS A KEY ECONOMIC DRIVER, AND SEDONA AND STAKEHOLDERS DESIRE THERE TO BE A BALANCE BETWEEN ECONOMIC VITALITY AND THE SEDONA WAY OF LIFE. UM, I LIKE ANDREW'S EXAMPLE OF HOW DO YOU MAKE MORE VISITORS FEEL LIKE LESS VISITORS? THAT'S A REALLY GREAT WAY OF PUTTING IT. MM-HMM, , UH, THE CITY'S IN A BETTER POSITION TO HOLISTICALLY MANAGE THE DESTINATION. AND WE'LL NEED TO DEMONSTRATE COORDINATION WITH OTHER CITY DEPARTMENTS AND EXTERNAL AGENCIES. AND I CAN SAY IN MY TIME WORKING WITH THE CITY, THAT THEY'RE ABSOLUTELY CONNECTED TO THE OTHER DEPARTMENTS. UM, AND THERE'S, THERE'S A LOT OF REALLY GREAT INFRASTRUCTURE ALREADY BUILT IN. UH, AND FINALLY, CONSISTENT AND COORDINATED COMMUNICATION IS NEEDED FOR SPECIFIC AUDIENCES. EVERYONE NEEDS TO BE KEPT INFORMED AND FEEL LIKE, AND KNOW THAT THEY ARE PART OF THE PROCESS AND BEING HEARD AND UNDERSTOOD. AND THAT INCLUDES YOUR TARGET VISITOR SEGMENTS, THOSE IDEAL VISITORS, UM, THAT YOU WANT TO ACTIVELY RECRUIT, UM, ALL VISITORS, BECAUSE SEDONA IS SO WELL KNOWN, THERE WILL BE THE ONES THAT INCIDENTALLY COME AND THEY NEED TO BE EDUCATED, UM, AND BUSINESSES AND RESIDENTS. SO ALL OF THOSE NEED TO HAVE THE VITAL INFORMATION PROVIDED TO THEM. SO THE PROCESS THAT WE WENT THROUGH WITH THE, WITH THE TEAM IN, UH, AT THE CITY OF SEDONA WAS TO TAKE ALL OF THAT INPUT ON TOURISM, UH, FROM THE FULL SEDONA COMMUNITY AND REALLY LAY THAT SOLID FOUNDATION FOR THE TOURISM PROGRAM. SO, AS LAUREN MENTIONED, THIS IS A BRAND NEW PROGRAM, AND YOU WANT TO HAVE REALLY GREAT BONES FROM WHICH TO BUILD. UM, AND I THINK THIS PLAN REALLY DOES THAT. SO YOU NEEDED TO IDENTIFY THE KEY ACTIONS TO BE TAKEN OVER THE NEXT 18 MONTHS TO LAY THE GROUNDWORK. FEEL STRONG. YOU CAN ALWAYS BUILD ON A STRONG FOUNDATION. AND THAT WAS WHAT THE GOAL WAS HERE. SO THE OUTCOME IS A FOCUSED STRATEGIC ONE PAGE PLAN. AND I KNOW THAT'S ON ONE PAGE IS NOT A OFTEN WE SEE VERY DETAILED BOOKLETS, RIGHT? I MEAN, THE SEDONA, UH, SUSTAINABLE TOURISM PLAN WAS VERY THOROUGH AND VERY FULL. WHY WE FOCUS ON A ONE PAGE PLAN, UM, THAT IS BECAUSE IT, ESPECIALLY [00:25:01] AT THIS STAGE, UM, WITH THIS TOURISM PROGRAM NEEDS TO BE ACHIEVABLE AND ACTION ORIENTED. IT NEEDS TO BE EASILY ABSORBED. IF YOU HAVE ONE PAGE, ANYONE CAN LOOK AT THAT STRATEGIC PLAN AND SAY, I KNOW THIS. I GET THIS. I SEE WHERE THEY'RE GOING. UM, I'M EITHER ON BOARD OR I'M NOT, BUT I SEE IT ALL IN ONE PLACE. UH, IT'S CLEAR AND SPECIFIC. IT CREATES ACCOUNTABILITY AS WELL. UM, AND SO HAVING THAT ONE PAGE PLAN, WE'VE HAD ONE CLIENT REFER TO THEIR ONE PAGE PLAN AS THEIR PLACE MAT. THEY LAMINATED IT, THEY PUT IT ON THE CONFERENCE TABLE, AND THEY REFER TO IT EVERY SINGLE MEETING. THERE'S NO FLIPPING THROUGH PAGES. UM, THERE'S ALWAYS AN EASY REFERENCE TO WHAT ARE OUR PRIORITIES, WHAT ARE OUR NEXT ACTIONS, WHAT'S OUR VISION? AND WHAT'S OUR, WHAT'S OUR GOAL? WHAT'S OUR JOB? ALL RIGHT. AND WITH THAT, I WILL HAND IT OVER TO ANDREW OR LAUREN, SORRY, BACK TO ME. OKAY. SO, UH, THIS IS THE PLACE MAT, AS COLLEEN CALLS IT, . UM, AND I'M GONNA GO OVER TO THE VISION SLIDE. THERE WE GO. OKAY. SO OUR VISION AND MISSION, UM, JUST SO WE'RE ALL ON THE SAME PAGE ABOUT HOW WE VIEW THESE, UM, WE SEE THE VISION AS SETTING THE PATH OF WHERE WE WANNA GO. AND THE MISSION IS HOW WE'RE GONNA MOVE ALONG THAT JOURNEY. UM, THE POSITION IS GOING TO BE WHAT SETS US APART, UM, KIND OF WHY US AND WHY NOW. UM, BUT OUR VISION THAT WE CAME UP WITH IS SEDONA INSPIRES ITS VISITORS AND RESIDENTS TO DISCOVER THE WONDER OF THE DESTINATION AND PROTECT IT FOR GENERATIONS TO COME. UM, THIS WAS IMPORTANT THAT WE RECOGNIZE BOTH THE VISITOR AND THE RESIDENT, YOU KNOW, THAT, YOU KNOW, THAT'S BEEN A COMMON THEME OF OURS. UM, AND THEN TO KIND OF SAY THAT OUR ASPIRATION IS TO INSPIRE THE AUDIENCES TO DISCOVER THIS AMAZING PLACE. AND ALSO, UM, KIND OF BRING IT BACK TO TOUCHING ON THAT CONSTANT THEME THAT, UM, THAT WE, UH, WILL CONTINUE TO COME BACK TO AND, AND WILL BE PART OF OUR BRAND IS PROTECTING THIS PLACE FOR A LONG TIME. UM, OUR MISSION, SO THAT'S, UM, HOW WE'RE GONNA MOVE ALONG ON THIS JOURNEY IS THE CITY OF SEDONA TOURISM PROGRAM BOLSTERS THE LOCAL ECONOMY WHILE CHAMPIONING ENVIRONMENTAL STEWARDSHIP AND SUPPORTING A STRONG COMMUNITY FOR ALL. SO WE'RE GONNA DO EVERYTHING WE CAN TO SUPPORT THE LOCAL ECONOMY, AND WE'RE GONNA DO THAT WITH ENVIRONMENTAL STEWARDSHIP AND COMMUNITY AT THE HEART OF ALL OF IT. AND THEN THE . UM, SO THE CITY OF SEDONA TOURISM PROGRAM IS THE ONLY ENTITY POISED TO LEAD AND MANAGE SEDONA AS A WORLD RENOWNED DESTINATION AND TOURISM ECONOMY, BALANCING THE NEEDS OF RESIDENTS, BUSINESSES, AND VISITORS BY OWNING AND CHAMPIONING THE BRAND THAT SHAPES SEDONAS TOURISM ECONOMY, UTILIZING THE CITY'S WILLINGNESS AND EXPERTISE TO HOLISTICALLY MANAGE THE DESTINATION FROM MARKETING TO INFRASTRUCTURE. SO THAT'S REALLY ABOUT THAT MANAGEMENT PIECE OF THINGS THAT WE ARE PLUGGED INTO, WHETHER IT'S TRANSIT OR, UM, OUR PUBLIC WORKS, UM, OR OUR SUSTAINABILITY TEAM. YOU KNOW, ALL OF THOSE EFFORTS THAT ARE GOING ON, WE ARE, WE ARE BY NATURE BECAUSE WE WORK HERE AUTOMATICALLY PLUGGED INTO THOSE EFFORTS AND BIG CHAMPIONS OF THEM, UM, LEVERAGING CRITICAL DATA AND RESEARCH TO MANAGE THE DESTINATION, EMPOWER BUSINESSES, AND INFORM THE LOCAL COMMUNITY. YOU ALL KNOW THAT THIS IS SOMETHING THAT, UM, WE STAND REALLY STRONGLY BEHIND BEING RESPONSIVE TO RESIDENTS, BUSINESSES, PARTNERS, AND VISITORS. SO REALLY VIEWING ALL OF THOSE AS EQUAL PARTNERS IN THIS EXECUTING TARGETED DESTINATION. MARKETING AND COMMUNICATIONS. WE KNOW THAT THIS IS IMPORTANT AND WILL CONTINUE TO BE IMPORTANT. AND THEN LEADING COLLABORATIONS IN REGIONAL SLASH PEER AGENCY COOPERATION THAT MAKES TANGIBLE PROCE PROGRESS POSSIBLE. SO WE'RE GONNA CONTINUE, UM, TO KIND OF BUILD THOSE RELATIONSHIPS, WHETHER THEY'RE THEY'RE LOCAL HERE OR THEY'RE REGIONAL VERDE, VERDE VALLEY WIDE. OKAY, ANDREW'S GONNA TAKE THE NEXT, DO YOU WANNA SIT HERE? I'D LIKE TO STAND AGAIN, , IT'S ALWAYS NICE WHEN WE CHANGE IT UP A LITTLE BIT. YOU KNOW, YOU DON'T KNOW WHERE WE'RE COMING FROM, BUT, UM, YOU KNOW, I'M REALLY EXCITED TO KIND OF SHARE WITH YOU, UH, THE IMPERATIVES AND THEN BREAK DOWN THAT SECOND LAYER OF WHAT ARE THE KEY INITIATIVES WITHIN EACH OF THOSE IMPERATIVES. BUT, UM, WHAT I WILL SAY FROM KIND OF A CONTEXTUAL STANDPOINT IS THAT, UM, I SEE THIS AS SORT OF A TRIPLE BOTTOM LINE PLUS APPROACH, WHERE WE'VE GOT STEWARD THE DESTINATION, OR WHAT I WOULD CALL KIND OF THE ENVIRONMENTAL IMPERATIVE. YOU'VE GOT CHAMPION THE SEDONA BRAND, WHICH IS WHAT I WOULD CALL THE ECONOMIC IMPERATIVE. YOU'VE GOT THE ENHANCED COMMUNITY ENGAGEMENT WITH TOURISM, WHICH WOULD BE THE SOCIAL IMPERATIVE. AND THEN, UM, WHAT I THINK IS USUALLY MISSING FROM A TRIPLE BOTTOM LINE IS DO WE HAVE OUR DUCKS IN ORDER? DO [00:30:01] WE HAVE THE BOILER ROOM OPERATIONAL? SO HOW DO WE STRENGTHEN THE ORGANIZATION AND MAKE SURE THAT WE HAVE THE CAPACITY AND RESOURCES TO DO THE THINGS THAT WE'RE TALKING ABOUT. UM, SO GOING ONE AT A TIME. UM, STEWARD THE DESTINATION. YOU KNOW, WE'VE, WE, WE ARE HEARING A LOT RIGHT NOW ABOUT THE CONCEPT OF DESTINATION STEWARDSHIP. UM, FROM MY UNDERSTANDING, A LOT OF THIS IS KIND OF BUILDING ON WORK THAT LAND MANAGERS HAVE DONE FROM A KIND OF A CONCEPTUAL STANDPOINT. SO, UM, SOMETHING THAT ALWAYS HELPS ME THINK ABOUT THIS IS, THERE'S THREE E'S IN LAND MANAGEMENT. YOU'VE GOT ENGINEERING, EDUCATION AND ENFORCEMENT. OBVIOUSLY THOSE OF US HERE ARE NOT ENFORCEMENT. SO I THINK WHEN I LOOK AT THIS ONE, KIND OF, HOW DO WE ENGINEER THE DESTINATION? HOW DO WE ENGAGE IN PROJECTS, UH, LIKE PROJECT DEVELOPMENT OR SORT OF NEW TYPES OF PROGRAMS THAT HELP MAKE VISITORS MAKE BETTER DECISIONS. BUT THEN HOW DO WE ALSO FOCUS ON EDUCATING VISITORS ABOUT HOW THEY CAN MAKE BETTER DECISIONS AS WELL? SO WITHIN THIS, YOU SEE THINGS LIKE ENCOURAGE RESPONSIBLE AND RESPECTFUL USE OF SEDONA AS AN INITIATIVE. ANOTHER INITIATIVE IS TO LEVER LEVERAGE LOCAL PARTNERSHIPS TO ADVANCE PROJECTS THAT PRESERVE SEDONA. AND ANOTHER INITIATIVE IS TO WORK WITHIN THE CITY'S DEPARTMENTS TO EXPLORE OPPORTUNITIES FOR VISITORS TO SUPPORT OUR SUSTAINABILITY PROGRAMS. SO ANOTHER WAY TO LOOK AT IT IS THAT THAT FIRST INITIATIVE IS SOMETHING THAT YOU WILL REALLY SEE THE TOURISM PROGRAM LEAD ON, AND THOSE OTHER TWO ARE OPPORTUNITIES FOR US TO PARTNER WITH OTHER ENTITIES WITHIN THE COMMUNITY OR SORT OF BROADER, BROADER VALLEY, BUT THEN ALSO WORK REALLY CLOSELY WITH THE OTHER CITY DEPARTMENTS TO BOLSTER THEIR SUCCESS. MOVING INTO OUR SECOND ONE AND BREAKING DOWN THE DIFFERENT INITIATIVES THAT ARE HERE. AGAIN, THIS IS CHAMPION THE SEDONA BRAND, BUT THIS IS REALLY WHERE YOU'RE GONNA SEE A LOT OF OUR MARKETING AND ECONOMIC DEVELOPMENT INITIATIVES. SO WITHIN THIS, YOU'VE GOT, UM, WHAT I'M REALLY EXCITED ABOUT IS THE NEW SEDONA BRAND. SO ONCE WE HAVE THAT IN PLACE, HOW DO WE INTEGRATE IT THROUGHOUT ALL THE CITY'S TOURISM ACTIVITIES, MATERIALS AND MARKETING CAMPAIGNS, AND REALLY TAKE THIS KIND OF IDENTITY, BUT THEN EXECUTE IT AND BRING IT TO LIFE. UM, ANOTHER ONE WOULD BE BOLSTER DIGITAL MARKETING CONTENT TO INCREASE WEBSITE TRAFFIC AND SOCIAL ENGAGEMENT. UM, AGAIN, REALLY MORE OF THAT TRADITIONAL CORE FUNCTION OF, OF WHAT DS HAVE PROVIDED IN THE PAST. UM, BUT THEN LOOKING AT, YOU KNOW, PRIORITIZING MARKETING INVESTMENTS DURING OFF PEAK TIMES OF THE WEEK AND YEAR AND EDUCATIONAL MARKETING INVESTMENTS YEAR ROUND, REALLY LEANING INTO THAT, YOU KNOW, WHERE DO WE IDENTIFY OPPORTUNITIES TO TAKE VALLEYS WHEN WE WANT TO, AND MAYBE TURN THEM INTO KIND OF NORMAL TIMES, OR EVEN BRING THEM INTO PEAKS IF WE NEEDED TO. UM, DEFINITELY LOOKING AT PROVIDING ECONOMIC VITALITY SUPPORT TO THE PRIVATE SECTOR. UM, SEDONA BUSINESSES. HOW DO WE REALLY SERVE AS A PARTNER TO THE, TO, TO THE BUSINESS COMMUNITY SO THAT, UM, WE CAN INVEST IN THINGS ON THEIR BEHALF. UM, LEVERAGE EARNED MEDIA AND TRAVEL TRADE TO ENHANCE SEDONAS REPUTATION AS A LEADING NATIONAL DESTINATION. AGAIN, ANOTHER ONE OF THE KEY CORE FUNCTIONS OF A DMO, BUT YOU'RE SEEING, SEEING IT LAND HERE WITHIN CHAMPION THE SEDONA BRAND. AND THEN ANOTHER ONE THAT I'M ALSO REALLY EXCITED ABOUT IS BUILDING UP AN ASSET INVENTORY TOOLKITS AND OFFERING LOCAL MARKETING CO-OPS. SO THERE'S A LOT OF WORK TO DO, UM, TO GET, TO GET THIS DEPARTMENT UP AND RUNNING, AND IT'S GONNA BE COMPILING ASSETS, CREATING NEW PROGRAMS, GETTING NEW TOOLKITS, AND THEN ALSO REALLY CREATING THAT ENGAGEMENT AND THROUGH LINE BETWEEN THE PRIVATE SECTORS THAT WE REALLY ARE KIND OF ONE SEDONA WITH WHEN IT COMES TO MARKETING. CAN YOU GIVE AN EXAMPLE OF A LOCAL MARKETING CO-OP? YEAH, ABSOLUTELY. UM, ONES THAT I'VE KIND OF SEEN IN THE PAST COULD BE SOMETHING AS SIMPLE AS WE'RE GONNA BE DOING A PHOTO SHOOT, HIRING A PHOTOGRAPHER TO COME, YOU AS A PRIVATE BUSINESS CAN BUY INTO THAT AND YOU CAN GET TIME WITH THE PHOTOGRAPHER AS WELL AT A REDUCED RATE. UM, IT COULD BE SOMETHING AS AS SIMILAR AS LIKE A SOCIAL MEDIA TAKEOVER WHERE WE'D OFFER UP OUR SOCIAL MEDIA ACCOUNT TO, TO A BUSINESS FOR A, A DAY OR, OR A WEEK OR SO. SO JUST KIND OF TWO, TWO QUICK EXAMPLES. UM, THIRD IMPERATIVE WITH INITIATIVES WOULD BE ENHANCED COMMUNITY ENGAGEMENT WITH TOURISM. UM, THIS WOULD BE ONE THAT WOULD BE REALLY ROOTED IN, YOU KNOW, HOW DO WE BRING OUR COMMUNITY ALONG WITH US? HOW DO WE HELP THEM UNDERSTAND THAT TOURISM'S NOT HAPPENING AROUND THEM, BUT KIND OF WITH THEM? AND HOW DO WE MAKE SURE THAT WE CAN BUILD AWARENESS OF THE POSITIVE BENEFITS THAT TOURISM PROVIDES OR THE OPPORTUNITIES THAT IT CREATES FOR THE COMMUNITY. SO REALLY LOOKING AT, YOU KNOW, CREATING AND EXECUTING A COMMUNICATIONS PLAN THAT BUILDS AWARENESS OF THE VALUE OF THE CITY'S INVESTMENTS IN TOURISM AND COMMITMENT TO QUALITY OF LIFE FOR RESIDENTS. UM, DEFINITELY LOOKING AT EXPANDING OUR REACH AS A DEPARTMENT BY STRENGTHENING THE PARTNERSHIPS BETWEEN THE CITY AND LOCAL TOURISM LEADERSHIP ORGANIZATIONS. UM, ANOTHER ONE THAT I KNOW LAUREN AND I ARE VERY, VERY EXCITED ABOUT IS THIS TRANSPARENCY HUB ON THE CITY'S WEBSITE WHERE DATA CAN BE VIEWED AND SHARED SO WE CAN ALL KIND OF OBSERVE AT THINGS TOGETHER IN REAL TIME. AND THEN, UM, RE REGULARLY MONITOR COMMUNITY PERCEPTIONS OF TIMELY TOURISM CHALLENGES AND OPPORTUNITIES TO MAKE SURE THAT WE'RE NOT BASING DECISIONS OFF OF THINGS THAT WE HEARD ABOUT 12 MONTHS AGO. THAT WE HAVE A KIND OF A MORE REGULAR FEEDBACK LOOP BETWEEN OUR COMMUNITY, OUR PRIVATE SECTOR, AND AS WELL AS THE CITY. UM, THE FOURTH ONE, STRENGTHEN THE ORGANIZATION. UM, THESE ARE THINGS LIKE HOW DO WE EXTEND AGAIN AND AUGMENT THE, THE CARRYING, UH, THE, UH, CAPACITY OF MYSELF AND THE [00:35:01] OTHER TOURISM EMPLOYEES HERE IS LOOKING AT HOW DO WE PARTNER WITH ARIZONA OFFICE OF TOURISM REGIONAL ENTITIES, OTHER COMMUNITIES THAT HAVE TOURISM DEPARTMENTS, UM, TO MAKE SURE THAT WE'RE ALL KIND OF WORKING ON THE SAME PAGE AND THAT WE ARE KIND OF BETTER TOGETHER IN A RISING TIDE LIFTS ALL BOATS, UM, INCREASE THE CITY'S CAPACITY FOR DEVELOPING, MANAGING, AND PROMOTING TOURISM. TO ME, THAT'S GETTING TO HIRE ON THE TOURISM COORDINATOR THAT WE HOPE TO DO, UM, THIS FISCAL YEAR AS WELL AS PROFESSIONAL DEVELOPMENT OPPORTUNITIES, UM, BOLSTER THE CITY'S TOURISM RELATED RESEARCH AND DATA PORTFOLIO. I WAS THE DIRECTOR OF RESEARCH SORT OF FOR THE COLORADO TOURISM OFFICE. THAT WAS KIND OF A SECRET TITLE. SO I'M REALLY EXCITED TO BRING, BRING THAT THINKING INTO, INTO THIS WORK. AND I'VE ALREADY SEEN THE GREAT WORK THAT THE CITY'S ALREADY DONE WITH TOURISM RESEARCH, BUT I THINK THAT IS KIND OF A CASCADING OPPORTUNITY. AND THEN PARTICIPATE IN INTERNATIONAL, NATIONAL, STATE, AND LOCAL TOURISM CONFERENCES, TRADE SHOWS AND EVENTS. I THINK NOW IS WHEN WE PAUSE FOR QUESTIONS. THAT'S RIGHT. YOU ALL DID A GREAT JOB AT HOLDING ALL OF YOUR QUESTIONS AND EDITS AND, UM, WHAT DO YOU ALL THINK OF THAT? WHAT COMMENTS DO YOU HAVE? WHAT INPUT, FEEDBACK, QUESTIONS, ALL OF THAT. LET'S HEAR IT. CAN I, CAN I START, UM, IMPERATIVES ARE THOSE GOALS AND OUR INITIATIVES, STRATEGIES AND THEN THE GANTT CHART ARE, YOU KNOW, TASKS OR WHATEVER IS, ARE WE ON THE SAME WAVELENGTH THERE? YEAH, WE HAD A LOT OF CONVERSATIONS ABOUT THIS. SHOULD IT BE THIS WORD? SHOULD IT BE THAT WORD? AND, AND YEAH, I'LL LET COLLEEN LEAN INTO WHAT WORDS WERE CHOSEN. YEAH, ABSOLUTELY. AND HONESTLY, THERE'S, IF WHAT YOU WANT IS A PLAN THAT'S EASILY COMMUNICATED, AND SO IF THERE'S CONSENSUS, THE GOAL MAKES MORE SENSE INTUITIVELY. BUT YES, THE IMPERATIVES ARE THE BROAD BUCKETS OF WORK THAT NEED TO BE ACCOMPLISHED OVER THE COURSE OF THE PLAN. AND THE INITIATIVES ARE THOSE SPECIFIC PROJECTS THAT ARE GONNA GET, MOVE YOU TOWARDS THAT IMPERATIVE OR GOAL. AND WITHIN THOSE INITIATIVES, THEN THERE ARE SPECIFIC LITTLE TASKS THAT GET DIVVIED OUT. OKAY. THAT'S KIND OF HOW I UNDERSTOOD IT. UM, I WAS INVOLVED, UH, WITH ANN KELLY PRIOR TO THE TOURISM ADVISORY BOARD BEING CREATED OF WORKING WITH, UM, UH, THE CITY COUNCIL AND THE CHAMBER AND OTHERS TRYING TO IDENTIFY WHAT WERE THE, THE MANAGEMENT GOALS FOR TOURISM. AND I THINK TWO OF THEM HAVE GOTTEN KIND OF OBSCURED BY THE WAY YOU'VE CATEGORIZED THESE. UM, I THINK ONE OF THE PRIMARY ISSUES EVERYBODY HAD WAS THAT WE WERE REACTING TO TOURISM. WE WERE NOT MANAGING TOURISM. AND THAT THE ACTIVITIES THAT WE WERE TO DO AS A GROUP WAS TRY AND MANAGE THAT. AND, AND, AND THIS, MANY OF THESE THINGS ARE BURIED IN HERE. UM, YOU KNOW, SO EXAMPLE, UH, WORKING ON PEAKS AND VALLEYS, YOU KNOW, HOW DO WE, HOW DO WE SMOOTH OUT THE, THE AMOUNT OF TOURISM? UH, AT WHAT POINT DOES TOURISM BECOME, UM, A POLITICAL CRISIS , BECAUSE THERE'S GRIDLOCK EVERYWHERE. UH, SO HOW DO WE MITIGATE THAT AND THAT, YOU KNOW, THROUGH MARKETING, BUT IT'S INFRASTRUCTURE AND SO ON AND SO FORTH. SO I THINK, YOU KNOW, ONE OF THE KEY GOALS I I SEE IS BEING OBSCURED IS MANAGING TOURISM, UH, TO LIMIT TRAFFIC DELAYS, PARKING ISSUES, UM, OVERUSE OF TRAILS AND SO FORTH, UH, PARTICULARLY AT THE PEAKS. BUT THE SECOND PART OF THE MANAGING OF TOURISM IS TO, TO BUILD OUR BUSINESS, UM, AND VISITATION DURING THE TROUGHS DURING THE SUMMER, DURING THE WINTER. AND I THINK NOT HAVING THAT BE A SPECIFIC CALLED OUT GOAL, I THINK WORKS AGAINST US FROM THE PUBLIC'S PERCEPTION. SO WHAT DOES THAT LOOK LIKE TO YOU? UM, USING THE, THE VERB MANAGE? FOR ME, PART OF, PART OF THE EXACT WORDS THAT WERE CHOSEN WERE, BECAUSE COULD I TAKE THAT AND COULD I LINE OUT THE ACTIONS OF THAT? OKAY. SO WHAT DOES THAT LOOK LIKE IN ACTIONS TO YOU? UM, AND, AND ALSO I'LL SAY THAT AS WE WERE GOING THROUGH THIS, UM, STEWARD THE DESTINATION, UM, IT WAS, WE HAD TO DECIDE WERE WE GOING TO MAKE SED UH, THE, THE PUBLIC WORKS TEAM THEIR GOALS OR THEY ARE GOALS? IS OUR GOAL TO REDUCE CONGESTION, OR IS OUR GOAL TO BOLSTER THE COMMUNICATION EFFORTS ON THE GOAL THAT THEY'RE ACHIEVING? YOU KNOW, AND I, I DIDN'T WANT TO GET TO, WHAT I WORRIED ABOUT WITH THE SUSTAINABLE TOURISM PLAN IS THAT IT WAS SO FOCUSED ON EVERYONE ELSE'S ACTIONS THAT I REALLY TRIED TO THINK ABOUT, HOW CAN I MAKE SURE THAT [00:40:01] I CAN ACCOMPLISH THIS AS ONE PERSON OR TWO PEOPLE OR THREE PEOPLE ON A TOURISM TEAM VERSUS ME CHECKING IN WITH THE PUBLIC WORKS DEPARTMENT AND SAYING, HEY, UH, WHERE ARE YOU ON THAT PROJECT? 'CAUSE YOUR GOAL IS MY GOAL. DO YOU KNOW WHAT I MEAN? YEAH, I, YEAH, I UNDERSTAND. NO, SO FOR EXAMPLE, UM, WE'VE ALREADY AGREED, UH, WITH THE ADVERTISING THAT IS BEING DONE, THAT IT'S BEING DONE DURING OFF SEASONS. MM-HMM. . SO YOU DON'T MARKET, YOU KNOW, WHEN WE'RE AT PEAK, BECAUSE THAT'LL JUST EXACERBATE THE PROBLEM. UM, WHAT ABOUT DESIGNING NEW EVENTS IN TOWN OR PUBLICIZING EXISTING EVENTS IN TOWN DURING THE TROUGHS? MM-HMM. . SO, UM, FILM FESTIVAL, UH, THE BIKE AND SO FORTH. HOW DO WE COORDINATE, UH, EVENT ORGANIZERS WITHIN THE CITY SO THAT THEY'RE NOT OVERLAPPING EVENTS AND JUST, YOU KNOW, UH, UH, MAKING IT WORSE, YOU KNOW? SO, UM, UH, PUTTING SYSTEMS IN PLACE THAT IF WE ARE AT CAPACITY, MAYBE WE CONSIDER DE MARKETING. YOU KNOW, WE'VE GOT THE NEW SIGNS UP ON I 17, YOU KNOW, CAN WE SAY TWO HOURS TO UPTOWN? YOU KNOW, IF IF IT'S THAT CROWDED, THERE ARE, YOU KNOW, WE CAN ALSO DO ALERTS, YOU KNOW, ON OUR WEBSITE IF WE'RE, IF WE'RE OVERBOOKED, WE CAN HAVE ALERTS THAT RESTAURANT RESERVATIONS YOU NEED TO MAKE THREE MONTHS IN ADVANCE IF YOU'RE GONNA BE HERE DURING MARCH. SO THERE, YOU KNOW, THOSE ARE THE KINDS OF STRATEGIES, UM, THAT, THAT WE COULD TAKE TO FULFILL THAT GOAL. UM, THE OTHER GOAL THAT I THINK HAS GOTTEN OBSCURED IN HERE, I MEAN, IT'S HERE, BUT IT'S OBSCURED YES. WAS THERE WAS A REALLY STRONG DESIRE TO SET UP A, A REAL HARDCORE DATA ANALYSIS TO FIND OUT, YOU KNOW, ONE, CAN WE IN FACT MANAGE TOURISM? IS IT IN FACT A LOST CAUSE? AND THE BEST WE CAN DO IS MITIGATE TOURISM OR, UM, AND THEN WHAT ARE THOSE FACTORS THAT ARE DRIVING TOURISTS TO COME HERE AT PARTICULAR TIMES OF THE YEAR? SO, UM, THE, THE DATA ANALYSIS, UM, YOU KNOW, FINDING CAUSATION, UH, NOT JUST CORRELATION, SO, YOU KNOW, IS, IS, UH, I THINK MARK 10 BROOKE, UH, DID AN ANALYSIS THAT, THAT SHOWED A CORRELATION BETWEEN THE S AND P 500 AND TOURISM IN SEDONA. OKAY. SO IS THAT A, IS THAT A CORRELATION OR DOES THE STOCK MARKET DRIVE OUR TOURIST BUSINESS ? UM, WE NEED TO DISCERN WHAT'S WHAT, BECAUSE IF IT'S THE S AND P 500 CAUSING THE TOURISM, NOT A WHOLE HELL OF A LOT WE CAN DO ABOUT IT. SO I, SO, YOU KNOW, THOSE TWO GOALS IN MY MIND OR IMPERATIVES, UM, NEED TO BE PULLED OUT FROM THE OTHER FOUR, UH, OR YEAH, OTHER FOUR AND, AND ADDRESS SPECIFICALLY, UH, IN MY MIND. SO MY 2 CENTS. YEAH. ANOTHER, ANOTHER FOLLOW UP. SO WHAT DOES THAT LOOK LIKE AS AN ACTION ITEM? AND I'M SORRY, I'M SO ACTION ITEM FOCUSED, BUT THAT'S JUST WHERE MY BRAIN GOES. IF I CAN'T FIGURE OUT HOW I'M GONNA DO IT, HOW DO I PUT IT IN A PLAN? SO HOW DO I COME UP WITH ACTION ITEMS ON DATA ANALYSIS ANALYSIS WHERE I TRY AND UNDERSTAND CAUSATION AND CORRELATION BETWEEN THE STOCK MARKET? YOU KNOW, I MEAN, THAT'S, THAT'S, WELL, I PICKED THAT ONE UP BECAUSE IT WAS KIND OF A, A GOOD CORRELATION. MM-HMM. , I DON'T KNOW IF THERE'S CAUSATION. YEAH. BUT WE CERTAINLY HAVE ALREADY DONE SOME RESEARCH THAT YOU'VE DONE THAT SHOWS, OKAY, WE DO MARKETING IN THE WINTER. MM-HMM. AND LO AND BEHOLD WE AFFECTED BOOKINGS. OKAY. YEAH. SO, YOU KNOW, WE'VE GOT SOME INITIAL EVIDENCE THAT IF WE ADVERTISE, IF WE PROMOTE ONLINE, WE GET A RESULT THAT WAS INTENDED. RIGHT. OKAY. SO, YOU KNOW, HOW DO WE BUILD ON THAT? AND, YOU KNOW, RIGHT NOW WE'RE IN A, YOU KNOW, IN A SLOUGH MM-HMM. . UM, BUT IT'S BELOW EVEN PAST HISTORY FOR THIS TIME OF YEAR. AND SO, YOU KNOW, WHAT COULD WE HAVE, YOU KNOW, SO NOW THAT WE KNOW THAT FOR NEXT YEAR, WE MAY DECIDE BASED ON THAT, THAT WE NEED TO DOUBLE OR TRIPLE OR QUADRUPLE THE BUDGET TO PROMOTE SUMMER BECAUSE SUMMER'S KILLING US OR KILLING OUR BUSINESSES AND, YOU KNOW, NOT IF, AND, AND THE, YOU KNOW, RESIDENTS WOULDN'T EVEN, YOU KNOW, BLINK IF WE DID MORE DURING THIS TIME OF YEAR. I'VE NEVER SEEN TRAFFIC SO LIGHT IN THIS TOWN. MM-HMM. . SO, UM, SO, YOU KNOW, THAT'S WHERE THE DATA COMES IN. IT KIND OF COMES IN WITH THE MANAGING, YOU KNOW, MANAGING TOURISM. I, I, I, I COULDN'T ARGUE THAT THE TWO ARE, ARE TIED TOGETHER AND MAKE IT ONE INSTEAD OF TWO. UM, BUT, YOU [00:45:01] KNOW, I STILL THINK THOSE WERE TWO REALLY IMPORTANT THINGS THAT, THAT JUST KIND OF GET BURIED. AND THEN A COUPLE OF THE ACTION ITEMS, UH, THAT WOULD FALL UNDER MANAGING TOURISM, UM, PRIORITI PRIORITIZE MARKETING INVESTMENTS DURING OFF PEAK TIMES. WE'RE DOING IT, THAT'S MANAGING TOURISM. UH, PROVIDE ECONOMIC VITALITY TO SUPPORT, UM, TO PRIVATE SECTOR BUS, UH, SEDONA BUSINESSES. SO, YOU KNOW, A NUMBER OF THE ACTION ITEMS THEY'RE HERE. MM-HMM. , I'M JUST SAYING THAT WE NEED TO CALL OUT THE GOALS AND MOVE THOSE INTO THAT GOAL OF MANAGEMENT. UM, I'M NOT DISPUTING MM-HMM. WHAT'S HERE. YEP. IT'S JUST, I THINK IT'S JUST CLEARER. UH, AT LEAST WITH MY MARKETING BACKGROUND, IT MADE, IT MAKES IT MUCH CLEARER TO STAFF AND EVERYBODY ELSE. WHAT IS IT WE'RE TRYING TO ACCOMPLISH? MM-HMM. . MM-HMM. . AND I DON'T DISPUTE ANY OF THE OTHER, UM, IMPERATIVES. YOU KNOW, THEY'RE ALL SPOT ON. I JUST THINK THERE'S ONE OR TWO, UH, COMBINE THEM OR MAKE 'EM SEPARATE THAT JUST NEEDS TO BE INCORPORATED IN HERE OR MAKE THEM MORE DIRECT WITH WHAT YOU'RE SAYING. YEAH. MAKING 'EM MUCH MORE OBVIOUS, MUCH CLEARER. AND THEN MOVING SOME OF THE, YOU KNOW, THE, THE INITIATIVES UNDER THAT, UM, THAT ARE APPROPRIATE. AND SO YOU WERE SAYING THAT THE ACTUAL IMPERATIVES, THE WORDING NEEDS TO CHANGE? NO, I DON'T. YEAH. WHATEVER NOMENCLATURE YOU GUYS FEEL BEST. I DON'T, I DON'T CARE. AS LONG AS WE KNOW THAT IMPERATIVE MEANS THIS IS WHAT WE'RE TRYING TO ACCOMPLISH, RIGHT? THIS IS OUR GOAL, RIGHT? AND THE INITIATIVES ARE THESE, THESE ARE THE GENERAL APPROACHES THAT WE'RE GONNA TRY AND ACHIEVE THAT GOAL. AND THEN YOU CAN, YOU KNOW, DIG DEEPER INTO, OKAY, WHAT ARE THE SPECIFIC TASKS WE HAVE TO DO? MAYBE JUST ONE COMMENT FROM ME IF I CAN ON THAT ONE. THANK YOU FOR YOUR INPUT ON THAT. IT'S SUPER HELPFUL TO HEAR. AND I THINK, YOU KNOW, WHAT YOU'RE SAYING REALLY HELPS ME UNDERSTAND WHAT'S RESONATING WITH YOU AS WE LOOK AT SORT OF HOW DO WE WANT TO PRIORITIZE NEXT STEPS WITH THIS. AND AT LEAST WITH ALL THE CONVERSATIONS WE'VE HAD, THE THREE INITIATIVES THAT I THINK YOU JUST OUTLINED, AND I HEAR THAT YOU MIGHT WANT THEM HIGHER UP IN THE HIERARCHY, BUT ENCOURAGE RESPONSIBLE AND RESPECTFUL USE OF SEDONA AS OUR WAY TO EDUCATE PEOPLE ABOUT HOW TO BE A SMARTER VISITOR. YEAH, NO, LIKE I SAID, I HAVE NO DISPUTE WITH THE, WITH THE FOUR THAT ARE LISTED HERE. IT'S JUST THAT SOME OF THE INITIATIVES UNDER THEM, I THINK FIT BETTER UNDER MANAGED TOURISM AND MEASURE RESULTS. OKAY. OKAY. YOU'RE CREATING A FIFTH, YOU'RE BASICALLY CREATING A FIFTH CATEGORY, A FIFTH, OR EVEN A SIXTH. SO MAYBE YOU COMBINE THOSE TWO INTO THE FIFTH. UM, CAN I, I JUST WANNA THROW SOMETHING OUT REAL QUICK FOR HOW WE PROCEED WITH THIS. 'CAUSE I, I THINK WHAT'S GONNA HAPPEN IS THAT ALL OF US WITH OUR BACKGROUNDS ARE GONNA HAVE A LOT OF MAYBE, UM, DETAILED KINDS OF INPUTS FOR SOMETHING LIKE THIS. AND I THINK MAYBE WE DO, LIKE CRAIG DID VIA THE EMAIL AND YOU ALL DIDN'T SEE THAT, BUT THE STAFF AND I DID. UM, AND THEN SO THAT WE CAPTURE IT, UM, SEND A NOTE THAT THAT ACTUALLY SPECIFIES THAT SO THAT IT CAN KIND OF BE COLLATED AND THOUGHT ABOUT AND DISCUSSED AT THE STAFF LEVEL AND, AND THEN, THEN SOME SORT OF FEEDBACK. OKAY. I, I DEFINITELY WILL DO THAT. BUT, UH, DO I SEND IT TO EVERYBODY? NO, NO. SEND SEND IT TO ME AND THE STAFF AND THAT, THAT WAY WE DON'T GENERATE A, UH, YEAH, THAT'S WHAT I, AN ONLINE DISCUSSION. 'CAUSE WE DON'T WANNA DO THAT. SO DON'T WANNA DON'T, YEAH. DON'T REPLY AT ALL. , GET, GET, I DON'T HANDCUFF IN TROUBLE. NO. JUST SEND IT TO THE STAFF AND YOU CAN CC ME AND THAT. THAT'S GOOD. AND THEN, AND THEN WHEN THEY PUT IT TOGETHER, THEY CAN, YOU KNOW, IF IT GETS TO THAT POINT, YOU GUYS DO WHAT YOU DO AND SEND IT BACK OR WHATEVER TO THE TAB TO INFORM US WITHOUT GENERATING A MM-HMM. A VIRTUAL MEETING QUORUM KIND OF THING. DOES THAT, DOES THAT WORK FOR YOU GUYS? IT DOES. OKAY. YEAH. I, I HAD, UM, IF I COULD JUMP IN JUST WITH A, A QUICK HIGH LEVEL, UM, CONCERN. WHEN I READ IT, UM, IT FELT TO ME LIKE THE PROSPERITY AND PROFITABILITY OF OUR BUSINESS COMMUNITY WHO ARE ALSO RESIDENTS, BY THE WAY. SO I THINK IT'S VERY IMPORTANT THAT WE, WE ALWAYS AVOID THAT KIND OF DIVISIVE THE BUSINESSES AND THE RESIDENTS. 'CAUSE OUR BUSINESSES IN THIS TOWN ARE FOR THE MOST PART, LOCALLY OWNED AND OPERATED FOR THE MOST PART. AND, AND, UH, AND SO THEY'RE RESIDENTS AND CITIZENS OF, OF SEDONA AS WELL. BUT IT, WE DON'T WANT 'EM TO JUST SURVIVE. I MEAN, WE WANT 'EM TO THRIVE AND TO PRO AND TO REALLY BE PROSPEROUS AND, AND, AND MAKE MONEY. I MEAN, IT'S, THAT'S WHAT BUSINESS IS THERE FOR, RIGHT? AND WE ALL BENEFIT FROM THAT. SO I, WHEN I LOOK AT IT, IT, IT KIND OF TONES THAT DOWN. AND I THINK THAT'S BECAUSE THERE'S SOME, YOU KNOW, FOLKS IN TOWN THAT ARE, WHATEVER THE TERM IS AGAINST TOURISM OR, OR SCARED OF TOURISM OR, YOU KNOW, TIRED OF TOURISM OR ALL THOSE KINDS OF THINGS THAT WE'RE, WE'RE SENSE OVERLY SENSITIVE [00:50:01] TO THAT. BUT WE WANT THE BUSINESS COMMUNITY NOT JUST TO GET BY, UM, DURING THOSE OFF PERIODS, BUT TO, ESPECIALLY DURING THE SEASONAL PERIODS. 'CAUSE THAT'S NOT GONNA GO AWAY. I DON'T THINK WE WANT 'EM TO THRIVE. SO I, I'M NOT SURE HOW THAT WORKS, WHAT THE TERM IS IN THERE, BUT, AND MAYBE THE BUSINESS COMMUNITY, YOU KNOW, AS STAKEHOLDERS, THEY CAN PROVIDE SOME FEEDBACK THROUGH OUR, OUR PARTNERS, YOU KNOW, THE LODGING COUNCIL OR THE CHAMBER, WHOEVER, HOWEVER YOU GUYS DO THAT. BUT I JUST WANTED TO THROW THAT OUT THERE. UM, THAT, THAT, I THINK THAT'S PART OF THE, THE VISION IS THAT WE, WE REALLY DO WANT OUR BUSINESS COMMUNITY TO, TO THRIVE. OKAY. NOW I'M REPEATING MYSELF, . OKAY. WHO'S WHO, WHO, WHO'S NEXT? CAN I BUILD ON THAT FOR ONE SECOND? YEAH, PLEASE. SO I WAS A LITTLE SURPRISED IN THE, UM, IN THE, UH, ENHANCED COMMUNITY ENGAGEMENT WITH TOURISM. I WAS EXPECTING SOMETHING ELSE, AND I WAS EXPECTING THAT YOU MEANT COMMUNITY. SO SORT OF, UH, DOVETAILS WITH THIS NOTION OF BUSINESS, COMMUNITY AND RESIDENTS THAT, UH, ONE OF THE THINGS THAT YOU STARTED TALKING ABOUT WAS THE, THE, THE, THE BASELINE THAT WE MAKE SURE THAT COMMUNITY IS, IS ENGAGED. THAT, THAT WAS SOMETHING THAT WAS A BIG CONCERN. AND, UM, I KNOW THAT ANDREW, ANDREW, RIGHT, YOU ALREADY KNOW THIS, BUT I, YOU HAD SAID SOMETHING ABOUT, WE WANNA MAKE SURE THAT TOURISM ISN'T HAPPENING AROUND THE COMMUNITY. AND I THINK HERE IT'S BEEN, TOURISM IS HAPPENING ON TOP OF THE COMMUNITY, RIGHT? PEOPLE ARE FEEL FEELING LIKE, UH, OUR COMMUNITIES ARE SUFFERING IN SERIOUS WAYS. SO RIGHT NOW THERE'S THIS SENSE THAT THE COMMUNITY, IT'S THE COMMUNITY'S RESPONSIBILITY TO FIND OUT WHAT'S GOING ON, GO TO THIS SUPER WEBSITE, UM, HAVE TRANSPARENCY. I WOULD LIKE TO SEE A LITTLE MORE COMMUNITY ENGAGEMENT WRITTEN IN TO THE PLAN IN SOME WAY. UM, THAT THE, THE OFFICE IS, UM, ENSURES THAT THERE ARE MOMENTS OF SPEAKING TO COMMUNITY, UH, COMMUNITY ENGAGEMENT IN, IN PUBLIC WAYS. UM, JUST TO REALLY MAKE SURE THAT THERE'S, THAT THE COMMUNICATION IS STRUCTURAL SO THAT PEOPLE DO FEEL A SENSE OF OWNERSHIP IN WHAT'S GOING ON. AND THAT THEN THE COMMUNITY CAN TELL THEIR NEIGHBORS WHAT'S GOING ON, WHICH I KNOW IS ALL OF OUR JOB, BUT WE'RE NOT THAT MANY PEOPLE. YEAH. UM, THAT IS WHY TELL ME, FRANCIS, IF THIS, IF THIS HELPS AT ALL, UM, ONE OF THE ACTION STEPS IS TO HAVE TWO, UM, WHAT WE KIND OF CONSIDER A TOURISM MEETUP IN WHICH WE INVITE THE COMMUNITY TO COME HEAR WHAT WE'VE DONE AND THEN TELL US WHAT'S WORKING AND WHAT'S NOT WORKING. SO THAT IS AN ACTION STEP, UM, IN ONE OF THE INITIATIVES. I THINK THAT'S GOOD. AND YOU MIGHT EVEN THINK ABOUT, UH, HAVING IT SEASONALLY RELATED. I MEAN, JUST WHAT WE SAID ABOUT SUMMER NOW. I MEAN, I THINK THAT, THAT I AM LOVING THAT THERE'S ABSOLUTELY NO TRAFFIC. IT'S LIKE LIVING IN A REGULAR PLACE, RIGHT? UH, WHATEVER THAT MEANS. UM, BUT KNOWING THAT, THAT THERE IS A DRAMATIC, UH, IMPACT ON, ON TOURISM AND WHAT THAT MEANS FOR THE COMMUNITY, I THINK IS THOSE KINDS OF THINGS ARE IMPORTANT, UH, TO BE MADE EXPLICIT FOR FOLKS. AND IF THERE'S A WAY TO DO THAT, UM, MAYBE TYING IT WITH SEASONS OR TYING IT WITH CHANGE, I THINK THAT WOULD BE USEFUL. YEAH. JUST ON FRANCIS', JUST ADD THAT FOR ALL OF US THOUGH, WE ENJOY THESE SLOW TIMES AS RESIDENTS. WE ALSO NEED TO REALIZE THAT NOW IT'S A SURVIVAL MODE FOR OUR BUSINESSES. ABSOLUTELY. AND THEY'RE OUR NEIGHBORS AND OUR FRIENDS. AND WE NEED TO REMIND ALL OF OUR RESIDENTS, HEY, THESE ARE OUR NEIGHBORS THAT ARE RUNNING THESE BUSINESSES. CAN I GO? UM, I ACTUALLY READ THE ACTION STEP SPREADSHEET PRIOR TO LOOKING AT THE, THE DRAFT ONE PAGE. I DON'T KNOW WHY I JUST HAPPENED TO DO THAT. I GOT CAUGHT UP IN THE ACTION ITEMS AND WAS READING THROUGH THAT FIRST. AND I FOUND WHEN I WENT BACK AND I READ THE DRAFT THAT I FELT LIKE ALL OF THE ACTION ITEMS WERE WELL PRESENTED IN THIS ONE PAGE DOCUMENT. I FELT LIKE GOING BACK AND LOOKING AT THAT AND THEN KNOWING WHAT THE STEPS WERE GONNA BE BELOW THAT, THIS FELT LIKE A REALLY COHESIVE AND COMPREHENSIVE PLAN. UM, AND MY FIRST IMPRESSION WAS REALLY POSITIVE. SO I JUST WANTED TO SAY THAT. UM, THEN I WANTED TO SAY IN REGARD TO THE WORD IMPERATIVE, I THINK IMPERATIVE IS BETTER THAN GOAL BECAUSE A GOAL IS SORT OF, IT COULD BE FLIPPANT. LIKE, I HAVE A GOAL TO LOSE 40 POUNDS. I MEAN, YOU KNOW, MIGHT NOT GET THERE. BUT AN IMPERATIVE IS SOMETHING THAT'S VERY IMPORTANT, SOMETHING THAT YOU ARE DRIVEN TOWARDS THAT FEELS MORE, UM, I CAN'T USE THE WORD IMPERATIVE, BUT IT FEELS MORE IMPERATIVE TO SUCCEED AT MEETING AN IMPERATIVE THAN IT DOES TO JUST HAVE A GOAL. SO I LIKE THE WORD IMPA, EXCUSE ME. [00:55:01] I LIKE THE WORD IMPERATIVE, UH, AS A NOMENCLATURE CHOICE. UM, WHAT WAS THE THING, OH, AND THEN I WANTED TO ASK ANDREW, OBVIOUSLY YOU'RE THREE DAYS IN, SO YOU WEREN'T HERE FOR ALL OF THE THINGS THAT HAVE GONE ON IN THE PAST YEAR TO GET TO THIS POINT. AND I JUST WONDERED WHAT YOUR, YOU KNOW, IN, YOU'RE KIND OF SEEING IT LIKE WE ARE SEEING IT EVEN THOUGH WE'VE BEEN A PART OF IT. BUT EVEN MORE SO IF YOU THINK THAT THERE ARE STANDOUTS OR THINGS THAT ARE MISSING FROM THIS PLAN, JUST TO GET YOUR FEEDBACK, UM, ON THE PLAN IS I, I HAVE SEEN THIS PLAN BEFORE MONDAY. OKAY. SO, SO IT WAS NOT, IT WASN'T LIKE I JUST STARTED LOOKING AT IT TWO DAYS AGO. BUT YEAH, LAUREN AND I HAVE BEEN TOUCH SINCE BASICALLY I ACCEPTED THE JOB. OKAY. SO, UM, YOU'RE SEEING MY FEEDBACK ALREADY, ALREADY INTEGRATED INTO THIS. GREAT. AND YOU KNOW, AGAIN, I THINK, YOU KNOW, YOU LOOK AT, YOU KNOW, WHAT IS A PLAN AND KIND OF WHY DO WE HAVE IT RIGHT? I MEAN, I ALWAYS LIKE TO LOOK AT THEM AS SORT OF A LITMUS TEST. YOU KNOW, IF WE'RE MAKING DECISIONS, WE HAVE TO BE ABLE TO POINT TO WHY ROOTED IN THE LANGUAGE OF THIS PLAN. AND IF WE'RE MAKING DECISIONS THAT DON'T TIE BACK TO THINGS THAT ARE IN HERE, THEN EITHER WE NEED TO UPDATE THE PLAN OR RETHINK RETHINK THAT DECISION. SO WHEN I LOOKED AT THIS, UM, A LOT OF, LIKE, I TRIED TO KIND OF FUTURE PROOF IT ESSENTIALLY. LIKE WHAT ARE THINGS THAT I MIGHT WANT TO TOUCH THAT I DON'T NECESSARILY SEE IN HERE? AND I'M, I'M AT THE POINT THAT I'M NOT FINDING ANYTHING. I THINK, YOU KNOW, THIS IS AN 18 MONTH KIND OF LIKE PLACE MAT THAT'S GONNA HAVE A WORK PLAN UNDERNEATH IT THAT WE WANT TO CONTINUE TO HEAR FROM YOU ABOUT KIND OF WHAT RESONATES. SO I KNOW WHAT I SHOULD BE DOING FOR 18 MONTHS. THERE'S THINGS LIKE WORKFORCE DEVELOPMENT, WHICH I WOULD LOVE TO GET TO DO, BUT THAT'S PROBABLY NOT GONNA HAPPEN IN THE FIRST 18 MONTHS, FOR EXAMPLE. SO THAT'S KIND OF WHERE YOU'RE SEEING MAYBE SOME THINGS LIKE, YOU KNOW, SUPPORT THE BUSINESS COMMUNITY. 'CAUSE THERE'S THINGS WE CAN DO NOW AND THERE'S THINGS THAT WE'LL BE ABLE TO DO LATER. SO, UM, IT'S HELPFUL TO HEAR THAT YOU WANT TO SEE THINGS MORE CLEAR. BUT I DO THINK THAT, UM, ANY MODERN TOURISM STRATEGY THAT I THINK COULD BE THE RIGHT FIT FOR US CAN FIT WITHIN THE STRUCTURE. AND I THINK WHAT WE NEED TO GET TO THE POINT OF IS HOW DO WE PRIORITIZE THE PRIORITIES AND HOW DO WE MAKE SURE WE GET THE WORK THAT WE COMMIT PUBLICLY TO DOING ONCE WE GET TO THOSE ACTION STEPS DONE IN 18 MONTHS? I DO ALSO WONDER IF PERHAPS LOOKING MORE, UM, DETAILED INTO THE ACTION STEPS MIGHT BE MORE HELPFUL BECAUSE I THINK SOME OF THE ACTION STEPS HAVE SOME OF THE THINGS THAT ARE BEING THROWN AROUND AND MAYBE JUST NARROWING DOWN THE VISION TO SAY, OKAY, LOOK, IT'S THERE. AND JUST MAKING SURE THAT IN THE END IT'S IN THE RIGHT IMPERATIVE. BUT I DON'T KNOW, FOR ME, I THINK BASED ON KIND OF WHAT I'M HEARING UP HERE, MAYBE WE SHOULD SWITCH TO THE INITIATIVES AND THEN KIND OF CIRCLE BACK TO THE MAIN PLAN. YEAH. WE FOUND, I FOUND THAT, UM, WHEN YOU LOOK AT THIS PLAN, I FEEL LIKE IT SHOULD GO WITH A PERSONALITY TEST BECAUSE MY PERSONALITY IS LIKE, I LOOK AT THAT AND I'M LIKE, OKAY, HOW YOU GONNA DO IT? I MEAN, I DON'T, I DON'T EVEN REALLY LOOK, LOOK TOO HARD AT IT. I'M LIKE, WHERE'S THE HOW? AND I REALLY DIG INTO THE HOW. AND YET OTHER PEOPLE ARE LIKE, NO, NO, NO. IF YOU DON'T HAVE THIS FIGURED OUT, YOU CAN'T FIGURE OUT HOW TO DO THE HOW. UM, SO I'M UP FOR, UH, CONVERSATION ON, ON HOW WE WANNA, LIKE, IF YOU WANT US TO FOCUS MORE ON THE ACTION ITEMS OR, OR WHAT, YOU KNOW, I DO THINK THOUGH, THAT THEY'RE RELATED. IF THIS IS THE PLACE MAT, AS YOU SAID, THEN WE WANT, UM, THEN THERE ARE IDEAS THAT I THINK NEED TO BE SUPER CLEAR ON THAT PLACE. MAT. I MEAN, WE'VE HEARD THE NOTION OF MANAGEMENT. I KEEP ADVOCATING FOR COMMUNITY AS IN FOLKS WHO LIVE HERE AND ENGAGE HERE. SO MAYBE, I MEAN, YES, THEY'RE IN THE ACTION PLAN, BUT IF THEY DON'T COME UP HERE STRONGLY, THEN THE PLACEMENT ISN'T DOING ITSELF JUSTICE. YEAH, DEFINITELY. I DON'T KNOW, I, WHAT, WHAT, WHAT DO YOU, HOW DO YOU WANT COMMUNITY MORE? LIKE, CAN YOU TALK MORE ON THAT, FRANCIS? SURE. WELL, UM, WHEN IT SAYS, FOR EXAMPLE, TAB LODGING COUNCIL, CHAMBER OF COMMERCE LAND MANAGERS, I WOULD LIKE, LIKE LOCAL GROUPS TO BE INCLUDED IN THERE. UM, THERE ARE, I MEAN, VOLUNTEERISM IN SEDONA, AS OUR GUESTS HAVE SAID, IS, UH, IS IS VERY PRESENT AND ACTIVE, AND I WOULD LIKE THOSE FOLKS TO BE INVOLVED. UM, CIVIC ORGANIZATIONS JUST WASTE THAT, YOU KNOW, EVEN NEIGHBORHOOD GROUPS, HOWEVER GROUPS ARE FORMED IN COMMUNITY, I THINK THEY, IT WOULD BE HELPFUL FOR ME IF IT WEREN'T ONLY BUSINESS RELATED GROUPS IN THE, UH, FOR EXAMPLE LIST. I THINK THAT'S VALID. I THINK JUST ONE COMMENT ON THAT. IT'S SUPER HELPFUL TO HEAR, OBVIOUSLY, UM, THERE'S A LOT OF ACTIONS IN PLANS LIKE THIS THAT FIT MULTIPLE IMPERATIVES AND KIND OF INITIATIVES, SO YOU KIND OF HAVE TO PICK ONE. BUT I TOTALLY AGREE WITH EVERYTHING THAT YOU JUST SAID. I THINK WHEN, WHEN I LOOKED AT THIS PLAN, AND AGAIN, LAUREN AND I HAVE LOOKED AT IT AD NAUSEUM, SO IT'S ALWAYS HELPFUL TO SEE KIND OF THAT NEW PERSPECTIVE, BUT UNDER STEWARD THE DESTINATION, LOOKING AT LEVERAGE [01:00:01] LOCAL PARTNERSHIPS TO ADVANCE PROJECTS THAT PRESERVE SEDONA. UM, IF I WASN'T PLANNING ON PRESENTING THAT AS ONE OF THE ACTION STEPS TODAY, BUT THAT'S WHERE I SEE US PARTNERING WITH NONPROFITS, WITH CIVIC GROUPS AND PROPPING UP THEIR PROGRAMS AGAIN. SO I, I SEE THAT AS A COMMUNITY ENGAGEMENT TACTIC, BUT IT SITS UNDERNEATH THE OUTCOME OF STEWARDING THE DESTINATION WHERE THE ENGAGEMENT WITH THE ECONOMIC DEVELOPMENT ORGANIZATIONS AND CITY THAT'S DESIGNED TO REALLY HELP AUGMENT OUR MESSAGE. SO I FULLY BELIEVE THAT THAT'S AN IMPORTANT THING THAT I SHOULD BE DOING. I THINK WE'VE JUST MAYBE PUT IT ON THE PLACE MAT IN A DIFFERENT CORNER. I THINK SO, BECAUSE DON'T YOU WANT PEOPLE TO LOOK AT THIS AND SAY, OH, THOSE FOLKS ARE DOING WHAT WE ASKED THEM TO DO. AND IF THEY HAVE TO SEARCH TO FIND THAT YOU'RE DEFEATING THE ONE PAGE PREMISE, WHICH I THINK IS FABULOUS. SO I'M A BIG ONE PAGER MYSELF. YEAH. . CAN WE, UH, JUST TO MAKE SURE THAT WE'RE, WE'RE DOING WHAT THE STAFF NEEDS HERE, CAN WE MAKE SURE WE GO AROUND THE ROOM? AND, AND IF THERE'S ANY INSIGHTS ON THIS PARTICULAR, UM, THING THAT WE'RE LOOKING AT HERE, THE ONE PA, THE PLACE MAT THAT ANDREW CALLS IT, UM, RANDY, HAVE YOU MENTIONED ANYTHING ON HERE? I JUST WANNA MAKE SURE THAT WE GET EVERYBODY IN HERE. I'M NOT NORMALLY QUIET THIS BEFORE SHE SHIFTS OFF TO THE NEXT THING, RIGHT. UH, NO, I, IF ANYTHING, I WOULD MAKE THE ONE PAGER EVEN MORE CONCISE. SO THAT REALLY CAP CAPTURES THAT, YOU KNOW, THE, THE DISTILLATION OF WORDS REALLY HELPS YOU CAPTURE WHAT'S IMPORTANT. BUT THE IDEA OF THE ONE PAGER, THE IDEA THE IMPERATIVES ARE SOLID. UM, I DO THINK, I LOVE THE WORD STEWARDSHIP AND I THINK THAT IS A GREAT WAY TO DESCRIBE WHAT WE'RE TRYING TO DO. AND I THINK THE ITEMS UNDERNEATH THAT, THERE'S ONLY REALLY TWO AREAS THAT I WANTED TO COMMENT ON. I'D LIKE TO SEE US TALK A LITTLE BIT MORE ABOUT, YOU SAID WORKFORCE IN, BUT I MEAN THE WORKERS, THAT IS A BIG CONSTITUENCY HERE IN OUR COMMUNITY. THEY ARE RESIDENTS TO THE EXTENT THEY CAN BE, BUT THEY DRIVE THE WHOLE THING. THEY'RE SUFFERING THE TRAFFIC FOR, YOU KNOW, MODERATELY PAYING JOBS. SO I'D LIKE TO SEE US THINK ABOUT HOW WE ELEVATE THAT AND ELEVATED WORKFORCE CREATES A BETTER ENVIRONMENT FOR THE COMMUNITY IN GENERAL. SO THAT WOULD BE A PIECE I'D LIKE TO UNDERSTAND IF WE COULD TALK ABOUT, AND THE OTHER THING UNDER ENHANCED COMMUNITY ENGAGEMENT WITH TOURISM IS SUCH AN AMBIGUOUS CONCEPT IN A WAY. I'VE HEARD WHAT FRANCINE'S TALKED ABOUT IT. THAT'S REALLY, ESPECIALLY THE IDEA OF GROUPS OUTSIDE OF THIS DOES SOUND VERY BUSINESS CENTRIC. BUT I THINK WHAT PART OF WHAT I HEAR IN THIS, AND, AND WE'VE TALKED ABOUT IT IN, IN PUBLIC, IS THAT THERE ARE BENEFITS TO SEDONA THAT ARE THE BYPRODUCT OF TOURISM, EVEN IF THE RESIDENTS DON'T LIKE TOURISM. AND IT'S MORE THAN HAVING A WHOLE FOODS. I MEAN, THAT'S A GOOD THING. AND THE RESTAURANTS AND ALL THAT. AND SOMETHING I DON'T SEE HERE THAT I THINK IS INCREDIBLY VALUABLE. SO DON'T WITHDRAW AS A POPULATION FROM AROUND THE WORLD. THESE ARE FASCINATING PEOPLE AND WE SHOULD HAVE AN OPPORTUNITY TO ENGAGE THEM. THEY'RE BRINGING A RICHNESS TO OUR COMMUNITY. MANY OF OUR RESIDENTS HERE CAME AS TOURISTS. THEY'RE OUR FUTURE COMMUNITY MEMBERS. THEY'RE OUR FUTURE FRIENDS. AND I THINK IT'S A CRITICAL COMPONENT IS TO FIND THAT NEXUS BETWEEN THE TENSION OF LIVING HERE IN THE QUALITY OF LIFE AND THE TOURISM. AND I THINK AN AREA THAT IS THAT HUMAN CONNECTION AND THAT HUMAN ENGAGEMENT AND INTERACTION. SO IF THERE'S A WAY TO BRING THAT POINT AND I, AND I, IT BRINGS VALUE AND THAT'S WHAT WE WANT TO DO IS SAY, LOOK, THESE VISITORS BRING A LOT OF VALUE TO THIS COMMUNITY. WE NEED TO MANAGE THAT. SO WE MITIGATE THE NEGATIVE IMPACTS. BUT IF WE CAN REALLY BRIDGE THAT GAP THROUGH COMMUNITY OUTREACH AND ENHANCING THOSE THINGS. AND SO THE ONE PIECE THAT I DIDN'T SEE MENTIONED HERE THAT I LOVE, CERTAINLY WHEN I VISIT, I WANNA MEET PEOPLE. I MEAN, LOOKING AT THINGS AND THAT'S NICE, BUT I WANNA MEET THE PEOPLE. SO THOSE ARE MY COMMENTS, RICHARD, ON DECK. YEAH. I ALSO APPRECIATE THE ONE PAGER AS WELL. UM, I ORIGINALLY WAS ACTUALLY PUT OFF BY IT WHEN I WENT THROUGH THE PACKET YESTERDAY MORNING AND THIS MORNING BECAUSE WHEN I LOOKED AT IT, I SAID, HOW CAN YOU BOIL IT ALL DOWN THIS SIMPLY? THERE'S A LOT OF MOVING PARTS HERE AND WE'VE BEEN STRUGGLING WITH THESE MOVING PARTS FOR DECADES. MM-HMM. . SO I APPRECIATE HOW YOU GUYS HAVE TRIED TO BOIL IT DOWN. UM, THERE IS A BENEFIT FOR THAT GOING THROUGH THE, THE STUFF. I DON'T WANT TO GO THROUGH THE DETAILS 'CAUSE THERE'S LOTS OF MINUTIAE QUESTIONS. I WOULD CARRY ABLE TO SAVE THOSE FOR LATER. BUT THE, THE BOTTOM LINE IS I THINK THE COMMENTS THAT I HEARD FROM BOB I RESONATED WITH IN TERMS OF SOME PIECES THAT I CAME TO THE TABLE AND PARTICIPATED WITH HERE NEED TO BE ADDED IN. AND THE ISSUES THAT THE DATA, WE'VE TALKED ABOUT THAT AND SENT A NOTE TO YOU GUYS ABOUT DATA AND HOW WE'RE LOOKING AT THIS. UM, WE HAVE THIS INCREDIBLE NEW TECHNOLOGY AT OUR FINGERTIPS, RIGHT? HOW DO WE USE THAT TO NOT JUST BE REACTIVE, I THINK WAS THE [01:05:01] TERM, BUT BE PREDICTIVE. BECAUSE WE HAD A, WHAT, 8.0 7.5 ROAS FOR OUR MARKETING CAMPAIGN? DID, IF I REMEMBER THE NUMBERS CORRECT. UM, OKAY, LET'S PUT A HUNDRED MILLION DOLLARS INTO THAT. WHAT'S THE ROAS GONNA GIVE US? THOSE ARE THE WHAT IF QUESTIONS YOU WANT TO BE ABLE TO DO TO PREDICT. NOW OBVIOUSLY A HUNDRED MILLION DOLLARS IS A RIDICULOUS NUMBER. I SAID IT TO BE RIDICULOUS. BUT THAT'S THE TYPE OF PREDICTIVE STUFF WE WANT TO DO IN TERMS OF WHETHER WE'RE AT THE PEAKS OR AT THE VALLEYS. AND YES, THE NUMBERS WILL PROBABLY BE DIFFERENT BECAUSE OF THE VARIOUS ELEMENTS OF THE MACRO AND THE MACROECONOMICS. WE'RE IN FINE. BUT IF WE CAN GET SMART ENOUGH WITH OUR HISTORY, WITH OUR ANALYTICS, WHICH WE NOW HAVE, IT LOOKS LIKE A REALLY GOOD TOOL SET. AND THANK YOU FOR THE WALKTHROUGH A COUPLE MONTHS AGO, LAUREN, YOU AND ROB DOING THAT. IT, WE HAVE THE POSSIBILITY HERE OF REALLY GETTING AHEAD OF THE NUMBERS AHEAD OF A'S GOING ON. AND I'D LIKE TO SEE AS PART OF THIS UPFRONT ON TOP AS ONE OF THE FIVE OR SIX THINGS AS WHAT WE'RE GONNA FOCUS ON. BECAUSE YOU HAVE A BURIED STRENGTH OF ORGANIZATION. WELL FINE. BUT IF WE WANNA BE ABLE TO CONVINCE OUR COMMUNITY AND OUR BUSINESS COMMUNITY AND OUR FRIENDS HERE WE LIVE WITH NUMBERS, ACTUALLY HELP THAT CONVERSATION. SO HOW CAN WE DO THAT? HOW CAN WE PUT THOSE NUMBERS OUT, SAY WE BELIEVE THAT WE'RE DOING THIS, THIS IS HOW WE'RE RETURNING AN INVESTMENT OF YOUR PUBLIC MONEY. I THINK THAT'S WHAT WE'RE HERE TO TRY TO MAKE SURE WE'RE DOING RIGHT. NOTHING LIKE NUMBERS TO HELP YOU WITH THAT ARGUMENT. THEY MAY NOT AGREE, AS I WAS MENTIONING, FOR EVERY SEDONA, WE HAVE TWO OR THREE DIFFERENT OPINIONS. THAT'S, SO THAT'S NORMAL. BUT, BUT AT LEAST WE CAN SHOW THIS IS WHY WE BELIEVE THAT WE CAN BACK IT UP WITH SOME DATA. I THINK THAT'S A VERY STRONG THING. WE NEED TO MAKE SURE THAT'S UP TOP, NOT BURIED UNDERNEATH TO THE POINT TO BOTTOM ME. UM, AND I'M LOOKING FORWARD TO DIG INTO SOME OF THE DETAILS. SOME REALLY INTERESTING THINGS WE'RE GONNA LOOK AT LATER. BUT THANK YOU. WHEN YOU SAY AT THE BOTTOM, YOU MEAN AT THE BOTTOM OF THAT LIST? NO, I'M SAYING THE BOTTOM OF THE INITIATIVES LIST. WELL, I THINK, I THINK THERE SHOULD BE SIX, NOT FOUR . OKAY. SO WE IMPERATIVE, RIGHT? YEAH. IT'S INTERESTING, RANDY'S LIKE, LET'S KEEP IT SIMPLE AND AS STREAMLINED AS POSSIBLE AND ALSO ADD IMPERATIVES. WE ACTUALLY HAD FIVE AND WE MADE IT FOUR BECAUSE WE WERE LIKE, LET'S TRY AND SIMPLIFY IT. LET'S TRY AND COMBINE SOME OF THESE BECAUSE IT'S A LOT TO DIGEST EVEN AT FIVE. SO. SURE. UM, I JUST WANNA MAKE SURE THAT WE, THE, WE'RE REALLY STRATEGIC ABOUT WHERE WE, WHERE WE COMPLICATE IT. I'M WILLING TO COMPLICATE IT. I JUST WANNA MAKE SURE THAT AS A GROUP WE CAN ALL MAYBE GET SOME THESE SENSES, SOME THERE. I'M NOT LOOKING, THAT'S A SIMPLIFICATION. WHEN YOU ADD THAT AT THE TOP, THAT'S, I, MY ARGUMENT WOULD BE A SIMPLIFYING, NOT COMPLICATED. 'CAUSE YOU'RE PULLING OUT THE THINGS THAT ARE KIND OF INTERWEAVING IN THE BACK AND PUTTING UP TOP. SO IT'S CLEAR. THAT'S WHERE I WAS KIND OF, THAT'S WHERE I'M COMING FROM. I ORIGINALLY WAS THINKING, HEY, FOUR IS GOOD. RIGHT? AND THEN WHEN LISTEN TO BOB HERE SAYING THAT ONE ABOUT THE MANAGEMENT, WHAT THE, WHAT THE COMMUNITY'S ASKING FOR. I'M LIKE, YOU KNOW, OKAY, THIS MAKES SENSE 'CAUSE WE HAVE IT IN HERE, RIGHT? AND IT'S NOT THAT WE'RE GONNA ADD ANYTHING ELSE TO THE INITIATIVE SIDE. I THINK IT'S, IT'S TAKING THAT STUFF AND REBUNDLING IT INTO A SIX, A FIFTH BUCKET, MAYBE A SIXTH, I'M NOT SURE. BUT THIS IS GREAT. I MEAN, TO HAVE THIS PLACE MAT AND SAY, HERE'S WHERE WE'RE GOING. THIS IS OUR DIRECTION. WE TELL THE COMMUNITY, WE LISTEN TO YOU. HERE'S WHERE IT IS. AND IT, THIS STUFF'S ALL HERE. IT'S JUST A MATTER OF WE'RE JUST GONNA REALIGN IT TO A DIFFERENT BOX POTENTIALLY, IS WHAT I'M THINKING. AND WHAT I WANTED TO CLARIFY IS I WOULD REALLY BE FOCUSING ON THE INITIATIVES CLARIFICATION. SO SOMETIMES WHEN YOU ORGANIZE INTO BULLET POINTS AND TABLES, YOU SEE A MESSAGE CLEARLY. SO IF YOU LOOK AT THE INITIATIVES WE HAVE HERE AND THEN THE TASK LIST, I THINK THERE'S AN OVERLAP THERE. SOME OF THESE COULD BE MOVED INTO TASKS AND, AND, AND REFINE THE INITIATIVES. AND THEN ORGANIZING INTO FIVE OR SIX IMPERATIVES MAY MAKE THE OVERALL MESSAGE CLEARER. SO THAT'S JUST A, SO I DON'T THINK RICHARD AND I ARE NECESSARILY SAYING DIFFERENT THINGS, JUST DIFFERENT WAYS. YEAH. IT'S A DIFFERENT WAY OF DOING IT. IT'S BOTTOMS UP, TOPS DOWN. AS YOU POINT. YOU'RE A BOTTOMS UP PERSON. THIS IS THE TOPS DOWN. HOW DO YOU MEET THE MIDDLE? YEAH. AND, AND YOU KNOW, OBVIOUSLY INITIATIVES AND IMPERATIVES KIND OF MEH. ACTUALLY, ONE FOLLOW UP QUESTION FOR BOB, IF, IF I CAN, SO I HEARD THAT TWO THAT YOU SEE MISSING OR THAT 'CAUSE YOU WANNA GO FROM FOUR TO SIX WOULD BE, ONE WOULD BE LIKE VISITOR MANAGEMENT OR DESTINATION MANAGEMENT, RIGHT? CORRECT. IS IS THAT KIND OF ONE OF THEM? SO IN MANY WAYS, LIKE DESTINATION STEWARDSHIP IS KIND OF REPLACED THE TERM DESTINATION MANAGEMENT NATIONALLY. DOESN'T MEAN WE HAVE TO DO THAT. DESTINATION MANAGEMENT IS MORE MANAGED. WHAT YOU GOT STEWARD IS HOW DO WE GET IT BETTER IN THE FUTURE WHILE ALSO BEING PROACTIVE. SO I'M AGNOSTIC, I GUESS I JUST COME BACK TO THAT FIRST IMPERATIVE OF STEWARD THE DESTINATION. IF WE CHANGE THAT TO MANAGE THE DESTINATION, WOULD THAT BE SUFFICIENT? NO, BECAUSE I THINK, YOU KNOW, BASED ON ALL THE WORK THAT GIO HAS DONE IN THE RESEARCH WE'VE DONE, UM, THE STEWARDSHIP IS A, IS A BIGGER DIFFERENT THING. I MEAN, IT'S, IT'S TREAD LIGHTLY. IT'S, UM, YOU KNOW, DON'T DEFACE YOU KNOW, PETROGLYPHS. IT'S, IT'S, [01:10:01] YOU KNOW, STAY ON TRAIL. I MEAN, THERE'S, THERE'S, THE STEWARDSHIP ASPECT OF IT IS, IT'S AN EMOTIONAL THING, I THINK FOR THIS COMMUNITY TO PROTECT ITS ENVIRONMENT NOW AND FOR THE FUTURE. UM, THE MANAGING TO ME IS NUMBERS. HOW MANY VISITORS, HOW MUCH DO THEY SPEND? UH, WHEN DO THEY COME? WHO IS IT THAT'S COMING? IT, IT'S, UM, YOU KNOW, IT'S, IT'S MORE A, UM, A NUMBERS GAME. SO, YOU KNOW, THAT'S, I DUNNO, DOES DOES THAT MAKE SENSE? YEAH, YEAH. BUT IF ANDREW IS SAYING THAT STEWARDSHIP IS REPLACING MANAGING, YOU KNOW, BROADLY THEN IS THERE A THIRD TERM THAT COULD BE USED AS AN ALTERNATIVE SO THAT WE'RE NOT CONFUSING OR STAYING BEHIND THE CURVE OR SOMETHING LIKE THAT? BECAUSE I FEEL LIKE WHAT I JUST, I I I TOTALLY AGREE, BUT I FEEL LIKE WHAT YOU'RE TALKING ABOUT IS LIKE ACCESS TO INFORMATION. NO, IT'S, IT'S GETTING BACK TO WHAT RICHARD WAS SAYING, IT'S, OKAY. SO WE'VE, WE'VE DONE THESE MARKETING ACTIVITIES, WE'VE GOT A RETURN ON A, ON ON OUR, UH, OUR SPENDING. OKAY. UH, CAN WE GET TO A POINT WHERE WE HAVE PREDICTIVE MODELS THAT WE KNOW FOUR MONTHS IN ADVANCE, WE'RE GONNA HAVE A LOUSY SUMMER, UM, TIME TO, YOU KNOW, AND WE NEED TO ACT NOW TO DO SOMETHING ABOUT IT, RIGHT? YEAH. OR, OR, YOU KNOW, IN ADVANCE THAT WE KNOW WE'RE GONNA BE OVERWHELMED THIS MARCH. WHAT DO WE DO NOW TO START TRYING TO GET PEOPLE TO COME A LITTLE EARLIER OR A LITTLE BIT LATER AND FLATTEN IT OUT? UM, YOU KNOW, SO TO ME THE MANAGING IS, YOU KNOW, YOU'RE, YOU'RE, YOU'RE THE PLAYING PUPPETEER AND WE'RE, YOU KNOW, WE ACTUALLY GET TO A POINT WHERE WE HAVE SOME CONTROL OVER THE, THE NUMBER OF VISITORS AND, AND SO FORTH. I MEAN, TO ME THAT'S VERY DIFFERENT THAN THE STEWARDSHIP ISSUE AS WE'VE TALKED ABOUT IT IN THIS COMMUNITY. YEAH. AND, AND THEN JUST AS A CLARIFICATION FROM MY EX UNDERSTANDING OF THE WORD STEWARDSHIP IN THE INDUSTRY MIGHT MEAN DIFFERENT, BUT THERE'S HISTORICALLY, THE TERM STEWARDSHIP HERE IN SEDONA IS ABOUT THE SACRED LANDS WE ARE TRYING TO PROTECT. AND WE'VE USED THIS TERM ON THIS DIOCESE BEFORE THOSE SACRED LANDS. SO WE HAVE THIS SORT OF LIKE, WE'RE HERE, WE LIVE HERE, WE WANNA HONOR THAT. AND SO FOR US, THE WORD HAS A WHOLE LOT MORE TO IT THAN JUST A BIG PROGRAM THAT WE DO FOR SOMEPLACE. IT'S, IT'S ABOUT HOW WE LIVE, HOW WE WANNA LIVE, AND HOW WE WANNA LEAVE THE LEGACY OF THE LAND HERE FOR OUR CHILDREN, GRANDCHILDREN, THE PEOPLE WHO LIVE HERE IN THE NEXT GENERATIONS. SO IT'S A LOT BIGGER THAN THAT. SO THERE'S A DISTINCTION I THINK BETWEEN HOW THE, MAYBE THE TOURISM INDUSTRY AS A WHOLE MIGHT USE THE WORD VERSUS HOW WE HERE LIVE IT AND BELIEVE IN THAT TERM. WE WANT TO MANAGE THE VISITORSHIP IN ORDER TO STEWARD THE LAND. THEY REALLY ARE. THAT'S THE WAY TO SAY, THAT'S THE WAY PUT IN THIS PARTICULAR CASE. I DO, YOU KNOW, BOB, THE IDEA OF FLATTENING THE PEAKS, THE MARKET DOES THAT. THERE'S VERY LITTLE WE CAN DO, BUT TO THE EXTENT WE CAN LIFT THE TROUGHS, WE'RE GONNA SMOOTH RIGHT THE ATTENTION OUT A LOT. MM-HMM. , CAN WE MAKE SURE, RENEE, YOU'RE SITTING DOWN THERE BY YOURSELF. CAN WE GET YOU TO JUMP IN FROM OVER THERE IF YOU'VE GOT ANYTHING? YEAH, I, I ACTUALLY LIKE THE WAY IT'S, IT'S LAID OUT PERSONALLY. I THINK WHEN I LOOK AT IT, AND I, I KEEP COMING BACK TO IT AFTER EVERYONE'S SPOKEN. AND I, I, I LIKE THE SIMPLE FOUR AND I, I PROBABLY, I, YOU KNOW, MY OPINION IS I WOULD, I WOULD KEEP IT THAT WAY, BUT, MM-HMM. . UM, BUT YOU ALL HAVE, YOU KNOW, GOOD POINTS TOO. I, I, I JUST WANTED TO JUMP IN, UM, REAL QUICK HERE WITH A, WHEN WE DO, WHEN WE SAY STEWARD TO DESTINATION, I, I THINK THAT'S A, THAT'S A, A, UH, TOUCHSTONE WITH OUR COMMUNITY BECAUSE IT'S SEDONA AND THAT THAT'S JUST KIND OF INHERENT TO WHO WE ARE COLLECTIVELY HERE IN TOWN. BUT IN THE EXECUTION, I THINK WE HAVE TO MAKE SURE, UM, THAT WE DON'T BECOME LECTURING AND CONDESCENDING AND SELF-RIGHTEOUS, AND FORGET THAT PEOPLE COME FROM OTHER BEAUTIFUL PLACES THAT ARE EQUALLY SENSITIVE IN THEIR ENVIRONMENTS. AND, AND I'VE SAID THIS BEFORE OUTSIDE OF THIS FORM, BUT I WANNA SAY IT HERE BECAUSE I HAVE LIVED IN SOME EQUALLY BEAUTIFUL TOURIST DESTINATIONS. CARMEL, CALIFORNIA, UM, ONE OF 'EM, AND NEWPORT, RHODE ISLAND, BOTH SURROUNDED WITH NATURAL BEAUTY, AND AT LEAST SEEMINGLY IN THOSE COMMUNITIES, WE DIDN'T HAVE THAT SENSE OF RESENTMENT BY THE COMMUNITY TOWARDS TOURISTS AND TOURISM. AND, AND, AND I DON'T KNOW THAT THIS IS REALLY WHAT THE MAJORITY OF OUR COMMUNITY FEELS, BUT THERE'S SOMETIMES A SENSE OF SELFISHNESS [01:15:01] IS HOW THAT MIGHT BE PERCEIVED FROM THOSE THAT VISIT WHO ARE EQUAL OWNERS OF THE RED ROCK WILDERNESS. AND SO I JUST, AS WE EXECUTE, I THINK WE HAVE TO REMEMBER THAT WE, WE USE THE STEWARDSHIP. AND OF COURSE THAT'S A GUIDING KIND OF, UM, FOUNDATIONAL TERM FOR US IN SEDONA. BUT WE DON'T GET TOO PREACHY ABOUT IT. I MEAN, WE DON'T OVERDO IT. WE, THERE'S A BALANCE THERE BECAUSE WE'RE, WE CAN'T ASSUME THAT WE'RE SOMEHOW BETTER ENVIRONMENTALISTS THAN OUR VISITORS. WE, WE CERTAINLY ARE THAN SOME OF 'EM. BUT THAT'S THE CASE EVERYWHERE, RIGHT? AND, AND SO THE EDUCATION THING JUST HAS TO BE BALANCED. I, I WOULD JUST THROW THAT OUT THERE. UM, AND THEN THE, THE OTHER ONE ON THE ENHANCED COMMUNITY ENGAGEMENT, I, I ALSO THINK IT'S INCUMBENT UPON US TO MAKE SURE THAT REALITY IS WHAT IT IS AND THAT IT'S KNOWN AND WE DISCUSS IT IN REALISTIC TERMS WITH OUR COMMUNITY WHEN WE'RE DOING THIS OUTREACH OR WHATEVER WE'RE CALLING IT, THAT TOURISM IN ARIZONA IS GROWING AND IT'S GOING TO GROW HERE. WHETHER WE'RE READY TO MANAGE AND ACCOMMODATE IT OR NOT. AND, AND IF WE'RE NOT CAREFUL THAT TOURISM WILL STAY IN A PLACE THAT'S EMBRACING GROWTH OF TOURISM LIKE COTTONWOOD RIGHT NEXT DOOR TO US AND HAS MUCH MORE LANDMASS THAN WE DO FOR DEVELOPMENT AND GROWTH. AND THEY WILL SPEND THEIR MONEY THERE, BUT THEY WILL COME TO SEDONA ANYWAY. SO I, I THINK WE REALLY, THERE'S A DANCE. WE HAVE TO SOMEHOW, YOU KNOW, BRING OUR RESIDENTS. I MEAN, LIKE RANDY SAID, I MEAN, WE GET TO ALL THESE GREAT FOLKS HERE. I MEAN, IT'S A HUGE BENEFIT TO MEET THESE PEOPLE, TO HAVE 'EM BECOME PART OF OUR, OUR COMMUNITY JUST FOR A SHORT PERIOD OF TIME AS TOURISTS. IT'S A GREAT PRIVILEGE. AND I'VE LIVED IN A, A LOT OF PLACES, INCLUDING AROUND THE WORLD. IT IS JUST A GREAT PRIVILEGE, I THINK. AND, BUT HOW DO WE GET MORE PEOPLE INTO THAT SENSE OF IT? AND, AND NOT TO FOCUS ON JUST THE NEGATIVE OF, OF TRAFFIC OR WHATEVER. OKAY, I'LL QUIT, I'LL QUIT MY OWN PREACHING. OH. BUT I THINK, DAVID, YOU'RE RIGHT. I THINK WE HAVE TO KEEP THAT BALANCE. 'CAUSE THEY'RE GONNA COME ANYWAY. SO WHAT WE TALKED ABOUT IN THE VERY BEGINNING OF ALL THIS WAS HOW ARE WE GONNA MANAGE IT? 'CAUSE WE KNOW THEY'RE COMING ANYWAY. AND TO PEAKS AND VALLEYS STRAIGHT DOING ALL THAT IS DEFINITELY GOT THAT'S GONNA HELP IT. BUT THEY'RE STILL GONNA COME. I MEAN, PHOENIX IS GROWING LEAPS AND BOUNDS. I MEAN, WHEN THEY GET ALL THIS STUFF BUILT THAT'S GOING BUILT DOWN THERE, THAT BIG SEMICONDUCTOR PLANT IS, THAT'S A LOT OF PEOPLE THAT ARE GONNA BE MOVING INTO THIS AREA, THAT IT'S A TWO HOUR DRIVE, THEY'RE GONNA COME. I MEAN, THINK OF ALL OF US, WHAT WE DO, AND WE'RE GONNA GO SEE IF WE GO SOMEWHERE A TWO HOUR DRIVE IS NOTHING. SO IT'S A GOOD DAY TRIP. AND SO WE GOTTA FIGURE OUT HOW TO MANAGE IT. WE GOTTA BE READY TO MANAGE THAT AS WE GO THROUGH THIS. AND BACK TO THE OTHER COMMENT ABOUT, I I, I AGREE DOWN IN ENHANCED COMMUNITY ENGAGEMENT AND TOURISM, WE'VE GOTTA ADD THE CLUBS AND THE, AND THE CIVIL, UH, CLUBS AND ORGANIZATIONS THAT, THAT NEEDS TO BE DOWN THERE. 'CAUSE WHEN YOU, SOMEBODY OVER THERE SAID THAT ADVANCED PROJECTS THAT PRESERVE SEDONA, THAT'S NOT WHAT IT IS. IT GOES BACK TO THAT, THE WAY WE IN SEDONA TALK ABOUT STEWARDSHIP. IT'S A DIFFERENT MINDSET THAN OTHER OTHER PLACES. FOR SURE. AND I THINK TO ME, WE GOT, I WOULD ADD THE WORDS DOWN THERE THAT, YOU KNOW, IF YOU'RE GONNA CALL OUT THE TAB MM-HMM. LODGING CANCEL AND ALL THAT, I THINK YOU'VE GOTTA PUT THE CLUBS IN LOCAL, LOCAL THINGS DOWN THERE. 'CAUSE IT'S NOT THE ONE UP TOP. IT, IT NEEDS TO BE ANOTHER CATEGORY. AND, AND AGAIN, I GO BACK TO I THINK DEFINITELY THE FIVE CATEGORIES, BREAKING UP THE MANAGEMENT, JUST MOVING SOME OF THOSE THINGS DOWN THERE SO THAT THEY SEE ALL THAT STUFF IS, IS IMPORTANT. WHAT WAS THE FIFTH THAT YOU HAD ? CAN YOU SHARE? OKAY, WE GO BACKWARDS. CAN I REMEMBER? IT WAS LIKE ECONOMIC VITALITY. YEAH. I THINK IT WAS, UH, SOMETHING ABOUT SUPPORT THE ECONOMIC VITALITY OF BUSINESSES. OKAY. WELL, WHAT WE FOUND WAS A LOT OF THE INITIATIVES THERE WERE ESSENTIALLY MARKETING INITIATIVES. MM-HMM. . SO WE HAD CHAMPION THE BRAND AND MARKET THE DESTINATION, ESSENTIALLY WERE THE, WERE THE TWO IMPERATIVES. SO WE MERGE THOSE AND YEAH. SQUISH THOSE INITIATIVES INTO THAT ONE. MM-HMM. . MM-HMM. . I, I DO WANNA ADD, JUST TO PUSH BACK A LITTLE BIT, UM, TOUR, WE KNOW THAT TOURISM OVER THE LAST 20 YEARS HAS EXPONENTIAL GROWTH ACROSS THE WORLD. AND THAT WE ARE NOT THE ONLY COMMUNITY DEALING WITH OVERT TOURISM. RIGHT? I WAS JUST IN BARCELONA WHERE THEY DECIDED NO MORE AIRBNB, NO MORE SHORT-TERM RENTALS. I MEAN, IT'S JUST RAMPANT ACROSS THE, ACROSS THE GLOBE. AND SO I DON'T FEEL LIKE THE RESIDENTS HERE ARE PUSHING BACK UNREASONABLY. I THINK THAT WE'RE JUST SEEING A, A PHENOMENON OF MOVEMENT. AND, UM, THAT'S WHY THIS NOTION OF MANAGING AND STEWARDING, I THINK IS SUPER IMPORTANT. UM, AND ALSO, I DON'T KNOW, YOU KNOW, I DON'T FIND THIS MESSAGING PREACHY. I MEAN, I GUESS I THINK OF THE FLIP, YOU KNOW, WHAT STAYS IN VE WHAT HAPPENS IN VEGAS STAYS IN VEGAS. AND WE SUPER WANNA MAKE SURE THAT THAT'S NOT THE MESSAGE, RIGHT? AND SO [01:20:01] SOMEHOW, I MEAN, WHAT WE'VE BEEN TALKING ABOUT OVER THE LAST MONTHS IS WHERE DO WE, HOW DO WE, UH, THREAD THAT NEEDLE RIGHT. OF COME HERE. IT'S SUPER COOL, BUT LIKE, ACT APPROPRIATELY. ALRIGHT. YOU GUYS WANT TO, IS THERE, IS THERE SOMETHING AFTER THIS YOU GUYS ARE PUSHING THROUGH? YEAH, LET'S MOVE ON THEN. SORRY. NO, NO. THIS IS GOOD. . I'M GONNA STAND AGAIN. SO, UM, CAN YOU PULL UP THE EXCEL SHEET? COOL. AGAIN, JUST, UM, WHILE SHE'S DOING THAT, JUST THANKS AGAIN FOR ALL THE COMMENTS. AGAIN, IT JUST HELPS US UNDERSTAND WHAT'S RESONATING WITH YOU AS WELL AS HAVE WE BEEN LOOKING TOO DEEP? AND HOW DO WE KIND OF PULL BACK AND MAKE SURE THAT, YOU KNOW, FROM AN EXTERNAL STANDPOINT THAT THIS IS KIND OF MEETING EVERYBODY'S EXPECTATIONS. BUT I DO THINK THAT ONE THING THAT I AM HEARING, WHICH IS KIND OF GETTING US TO THIS STAGE IS THAT THE THINGS THAT WE PLAN ON DOING, EVERYBODY'S FEELING GOOD ABOUT, ESSENTIALLY, LIKE IF YOU LOOK AT THE WORK PLAN THAT'S AHEAD OF, YOU KNOW, MY DEPARTMENT OVER THE NEXT 18 MONTHS, THAT WE'RE NOT DISAGREEING ON THAT. IT'S MAYBE JUST HOW WE STRUCTURE THE HIERARCHY ON IT. SO WHAT I'M EXCITED TO DO NOW IS KIND OF BREAK DOWN TWO EXAMPLES OF HOW WE PLAN TO, AT LEAST IN THE CURRENT TERMINOLOGY, STEWARD THE DESTINATION. SO, UM, THE FIRST ONE WOULD BE WE WANT TO ENCOURAGE RESPONSIBLE AND RESPECTFUL USE OF SEDONA. THIS IS REALLY THAT LIKE EDUCATIONAL MESSAGING. UM, AND THE AIM IS THAT WE WOULD BE ABLE TO DELIVER KIND OF AN ALWAYS ON EDUCATIONAL CAMPAIGN. UM, AND A LOT OF THIS STUFF IS ROOTED IN, AND I'LL, I'LL ALWAYS GO BACK TO LAND MANAGERS. I DON'T THINK WE NEED TO REINVENT THE WHEEL. THEY'VE LOOKED AT A LOT OF THE THINGS THAT WE'RE DOING FOR YEARS. AND THERE'S SOMETHING THAT, UM, I'VE BEEN FRIENDLY WITH PARKS CANADA AT DIFFERENT TIMES IN MY CAREER, AND THEY'VE GOT ONE THAT'S CALLED LIKE THE VISITOR EXPERIENCE LIFECYCLE. AND IT LOOKS AT WHEN VISITORS ARE MAKING DECISIONS THROUGHOUT THE YEAR, THERE'S INSPIRE PLAN, BOOK TRIP SORT OF REFLECT, AND THEN YOU GO BACK THROUGH THAT CYCLE, RIGHT? AND EACH OF THOSE NODES, IF YOU WILL, ARE DIFFERENT TIMES IN WHICH DECISIONS ARE MADE ABOUT A DESTINATION. SO WHEN YOU LOOK AT AN ALWAYS ON EDUCATIONAL CAMPAIGN, YOU WANT TO HAVE SOMETHING GOING ON DURING EACH OF THOSE NODES. HOW ARE THEY INSPIRED ABOUT SEDONA? HOW ARE THEY PLANNING THEIR TRIP ABOUT SEDONA? HOW ARE THEY BOOKING THEIR TRIP TO SEDONA? HOW ARE THEY ENGAGING IN A TRIP TO SEDONA? HOW ARE THEY THEN SHARING OR DOING WORD OF MOUTH AND THEN GOING BACK. SO, UM, THE FIRST THING WE WANT TO DO THOUGH, AND I THINK YOU GOT, YOU ALL HAVE DONE A GREAT JOB AT THIS ALREADY. I'VE WALKED AROUND, I'VE SEEN LIKE THE LEAD NO TRACE MESSAGING ON THE, ON THE TRASH CANS. BUT I REALLY WANT TO UNDERSTAND IN A MORE, IN-DEPTH WAY, WHAT ARE THE BEHAVIORS THAT WE WANT TO SEE CHANGED BY VISITORS AND POTENTIALLY RESIDENTS AS WELL THROUGHOUT THE YEAR, THROUGHOUT, THROUGHOUT THE SEASONS. UM, I LOVE THE EXAMPLE OF TWO HOUR WAIT TIME TO GET TO UPTOWN. TO ME, THAT'S EXACTLY THE TYPE OF MESSAGE THAT I WOULD WANT TO INCLUDE INTO THIS ALWAYS ON EDUCATIONAL CAMPAIGN. BUT I NEED TO HEAR FROM EVERYBODY WHAT ARE THOSE BEHAVIORS THAT WE WANT TO SEE CHANGE THROUGHOUT THE YEAR. UM, COULD BE THAT THERE'S SOME MESSAGING RELATED TO BEHAVIORS IN KIND OF WINTER VERSUS THE SUMMER. YOU KNOW, SUMMER WOULD BE A LOT OF BRING WATER, BRING SUNSCREEN, YOU KNOW, THOSE ARE THE THINGS. MAYBE HIKE EARLY THI, THINGS LIKE THAT. SO, UM, THE WAY THAT WE WOULD DO THIS IS KIND OF BRING TOGETHER POTENTIALLY LAND MANAGERS, PRIVATE SECTOR AS WELL AS THE TAB, DO DIFFERENT LISTENING SESSIONS AROUND BEHAVIORS. I LOVE BRINGING A CONVERSATION WITH THE LAND MANAGERS TOGETHER TO TALK ABOUT DIFFERENT LAND UNITS THEMSELVES TO UNDERSTAND, HEY, AT SLIDE ROCK, WHAT ARE THE BEHAVIORS THAT YOU'RE SEEING? OR MAYBE UP, UP THE CANYON, WHAT ARE THE BEHAVIORS THAT YOU'RE SEEING? UM, WE THEN PULL THAT TOGETHER AND SAY, WHAT ARE THE ONES THAT ARE CROSS CUTTING THROUGHOUT EACH SEASON THAT WE CAN THEN REALLY LEAN INTO WITH STRATEGIC MESSAGING? AND THEN WE WOULD ESSENTIALLY BE THE LEAD ON DISTRIBUTING THOSE MESSAGES. BUT WE'D ALSO BE ABLE TO CREATE TOOLKIT EXTENSIONS DOWN TO, UM, OTHER ENTITIES THROUGHOUT THE COMMUNITY. UM, SO WE COULD SAY, HEY, YOU KNOW, THERE'S THIS MESSAGE THIS MONTH. HERE'S A SOCIAL MEDIA TOOLKIT. HERE'S HOW WE'RE GONNA BE INVESTING IN IT. YOU KNOW, JOIN US, JOIN US IN THAT ENDEAVOR IF, IF YOU WILL. UM, IT COULD BE EXTENDED BEYOND JUST A MESSAGING CAMPAIGN, WHICH COULD BE LOOKING AT, AGAIN, PRE-TRIP COMMUNICATIONS. WE KNOW YOU'RE COMING KNOW BEFORE YOU GO. BUT THEN THERE'S ALSO KIND OF THE THINK BEFORE YOU'RE THERE. UM, I'D LOVE TO, AND I THINK SOME OF THIS ALREADY EXISTS, BUT IT COULD BE LOOKING AT, UM, I THINK SOMEONE MENTIONED THIS ABOUT HOW DO WE GET THE, UH, KIND OF THE COMMUNITY MORE INVOLVED IN THINGS, YOU KNOW, ALLOWING THEM TO VOLUNTEER MORE INTENTIONALLY AT TRAILHEADS TO MEET, I, I THINK IT WAS YOU THAT MENTIONED, HOW DO WE CREATE THAT CONNECTION POINT BETWEEN RESIDENTS AS WELL AS VISITORS TO SAY, WELCOME TO MY COMMUNITY. WE'RE EXCITED TO HAVE YOU HERE, HERE ARE THE EXPECTATIONS AND HERE'S EVERYTHING YOU NEED. AND REALLY FACILITATE THAT TYPE OF PERSON TO PERSON COMMUNICATION. SO IT DOESN'T HAVE TO JUST BE WORDS ON A PHYSICAL OR A DIGITAL PLATFORM. IT COULD ALSO BE DIRECTLY THROUGH SORT OF VOLUNTEER OPPORTUNITIES AS WELL. UM, SO THAT WOULD BE, YOU KNOW, ONE WAY THAT WE'RE LOOKING AT EXECUTING ON ENCOURAGE RESPONSIBLE AND RESPECTFUL USE. THEN IF YOU CAN SCROLL DOWN PLEASE, KEEGAN TO THE THIRD ONE. THIS IS AT, YOU KNOW, WORK WITH [01:25:01] CITY DEPARTMENTS TO REALLY BOLSTER THEIR SUCCESS AND FIND WAYS TO INTEGRATE THE VISITOR ECONOMY INTO IT. UM, I WAS SUPER EXCITED ON MY SECOND DAY TO BE PART OF THE FILMING OF THE TRANSIT VIDEOS. UM, AND THAT IS, AGAIN, THAT'S A CITY PROGRAM, BUT TO LAUREN'S POINT, IT'S THOSE TRANSIT COMMUNICATIONS ARE SORT OF BEING FUNDED THROUGH THE TOURISM BUDGET. SO I REALLY SEE A ROLE FOR US AS THE COMMUNICATORS, REALLY, LAUREN IS THE COMMUNICATOR, BUT US, US AS THE COMMUNICATORS TO REALLY LEVERAGE OUR BULLY PULPIT IN PARTNERSHIP WITH THE HOTEL COMMUNITY AND THE TOURISM BUSINESSES TO SAY, HEY, THERE ARE THESE NEW OPPORTUNITIES TO MAKE BETTER DECISIONS AND LET'S ENABLE THEM MORE EFFECTIVELY. SO HOW CAN WE LOOK AT THOSE THINGS? SO DOUBT, TRAFFIC ALLEVIATION, POOL POO COLLECTION, TRANSIT RIDERSHIP THROUGH SOCIAL MEDIA POSTS, WORK WITH, UM, PUBLIC WORKS FOR THE SEDONA IN MOTION. I ALREADY KNOW THAT ACRONYM , UM, PROJECTS. I'M LOOKING AT THE SUSTAINABILITY DEPARTMENT. BUT REALLY, YOU KNOW, ONE THING I'M GONNA BE DOING IS REALLY DEVELOPING A BETTER UNDERSTANDING OF THESE DIFFERENT PROGRAMS IN THE CITY. GETTING TO KNOW THOSE PERSONNEL AND THEN REALLY LOOKING AT IT FROM THE VISITOR ECONOMY. THERE'S SOMETHING THAT I, I'VE DONE A LOT OF WORK WITH VISITOR TRANSPORTATION OVER THE YEARS. AND IF YOU LOOK AT, UM, TRANSPORTATION SERVICES, THEY'RE TYPICALLY ALWAYS DESIGNED FOR RESIDENTS. THAT MIGHT NOT BE THE CASE HERE BECAUSE WE WERE SUCH A VISITOR HEAVY DESTINATION. BUT I FOUND IT ALWAYS HELPFUL FOR TOURISM FOLKS TO BE IN THE ROOM WHEN WE LOOK AT KIND OF CITY AND MUNICIPAL PROGRAMS TO MAKE SURE THAT WE LOOK AT HOW THE VISITOR ECONOMY AND MORE IMPORTANTLY, HOW CAN THE HOTELS PLAY A ROLE. HOW CAN THE FRONTLINE STAFF PLAY A ROLE? UM, BECAUSE THEY REALLY ARE THE AMBASSADORS OF OUR DESTINATIONS. THEY'RE NOT REALLY COMING TO TALK TO ME. MAYBE THEY WILL, BUT THEY'RE REALLY GONNA MORE TALK TO THOSE FOLKS THAT ARE ON THE FRONT LINES. AND HOW DO WE EMPOWER AND KIND OF EDUCATE THOSE FOLKS TO BE ABLE TO COMMUNICATE ON BEHALF OF THE CITY TO ENHANCE PARTICIPATION IN THESE PROGRAMS. COOL. THOSE ARE MY TWO. THAT'S OVER TO YOU, LAUREN. ANY FEEDBACK ON THOSE? ONLY THOSE ARE MY TWO FAVORITE THINGS. . I, I WANTED TO SAY ONE THING ABOUT THE STONE IN MOTION. AND YOU MENTIONED THAT WE SHOULD ATTEND. AND I THINK EDUCATING A DEEP EDUCATION OF HOW THAT PLAN LOOKS IN ITS, ITS ULTIMATE ITERATION WOULD BE REALLY IMPORTANT. A LOT OF DECISIONS WE'RE MAKING NOW, IT FEELS LIKE WE MAKE A DECISION, LIKE WE'RE MOVING INTO HOUSE BEFORE IT'S DONE AND WE'RE COMPLAINING 'CAUSE IT'S BREEZY, RIGHT? SO, UM, AND WE, AND, AND BECAUSE OF THAT, SOME OF THE INITIATIVES THAT WOULD HELP EVERYBODY GET STALLED BECAUSE THEY DON'T KNOW, THEY UNDERSTAND THE CONTEXT. SO I THINK AS COMMUNICATORS AND AMBASSADORS OF VISITORS VISITORSHIP AND TOURISM, WE NEED TO BE SUPER EDUCATED ON THE SEDONA MOTION PLAN. AND IMAGINE HOW THAT REALLY WORKS IN ITS ULTIMATE ITERATION. MM-HMM, . MM-HMM. . AND WHEN YOU SAY, AND THE VOLUNTEER WAS THE, THAT, THAT WAS HIGHLIGHTED FOR THAT VERY REASON. THAT'S A GREAT OPPORTUNITY. AND WHEN YOU SAY WE, DO YOU MEAN THE TAB THAT YOU NEED BE EDUCATED? I DO, I DO MEAN, I, I MEAN I THINK THAT THE TAB WAS CREATED TO REPRESENT THE COMMUNITY. IT'S A BROAD BASED RIGHT? AND SO WE ALL HAVE OUR CONSTITUENTS THAT WE GO BACK AND TALK TO, RIGHT? I THINK THAT'S OUR ROLE. WE NEED TO HAVE A CONSISTENT MESSAGE AS AS MUCH AS POSSIBLE. AND WHICH MEANS WE NEED TO BE EDIFIED AS MUCH AS POSSIBLE. SO WE'RE, WE'RE WHATEVER WE SAY WE'RE SAYING FROM A BASE OF, YOU KNOW, KEEN UNDERSTANDING. DOES THAT, YEAH. YEAH. I JUST WANNA KEEP THAT IN THE BACK OF MY MIND OF WAYS THAT WE COULD, NOT JUST WITH THINGS LIKE TALKING POINTS AND THINGS THAT WE CAN SEND TO YOU, BUT, YOU KNOW, IF THERE'S A, IF THERE'S A UPDATE THAT WE NEED TO GIVE TO THIS GROUP SPECIFICALLY OR OR SOMETHING LIKE THAT, WE CAN MAKE SURE THAT THAT'S ON THE AGENDA. SO JUST KEEP THAT. YEAH. EVEN IF WE HAD ONE, HERE'S THE OVERVIEW. HERE'S, HERE'S THE TOTAL PLAN AND ITS INCEPTION. HERE'S WHERE WE'RE AT TODAY. MM-HMM. , HERE'S WHAT'S PLANNED FOR THE FUTURE. HERE IS WHAT'S HOPEFUL BUT NOT SECURED YET. SO IF WE KIND OF UNDERSTOOD THAT CAN MAKE A COMMENT. 'CAUSE I'M NOT SO SURE WE DON'T GET THAT INFORMATION ALREADY. 'CAUSE I GET MY CITY OF SEDONA EMAILS, WHICH TELL ME ABOUT HERE IS THE STATUS OF THE SEDONAS MOTION PROJECTS AND THEN SUMMARIES, I DUNNO IF IT'S A QUARTERLY BASIS OR WHATEVER. IT SAYS, WELL, HERE ARE THE FIVE THINGS THAT WE'VE DONE THAT WERE IN ALL THESE THINGS. SO WE ACTUALLY HAVE THAT INFORMATION ALREADY. I GET THEM. SO I FEEL LIKE I'M PERSONALLY EDUCATION OR MOST, MOST OF WHAT'S GOING ON AND WHAT'S GOING ON AND WHY THERE'S LIKE FOUR DIFFERENT ELEMENTS AROUND BREWER ROAD THAT'S GONNA MAKE THAT WHOLE Y THING OPEN UP. AND WHY ANY ONE SINGLE ONE'S NEVER GONNA DO IT. I, SO I, I'VE GOT THAT INFORMATION. I'M JUST CURIOUS WHY YOU MIGHT NOT HAVE IT. YOU DON'T LIVE IN SEDONA, SO I'M NOT OH, YOU DON'T LIVE IN SEDONA. OKAY. SEDONA. OKAY. SO MAYBE THERE'S A WAY FOR PEOPLE OUTSIDE THAT DON'T. BUT AS A SEDONA RESIDENT, I GET ALL THOSE NOTIFICATIONS. I FEEL LIKE FROM A COUPLE YEARS AGO TODAY WE HAVE A TREMENDOUS, MUCH, MUCH, MUCH BETTER INFORMATION. IT'S MUCH MORE TIMELY. AND I'M USING IT PROACTIVELY, AS RANDY WOULD SUGGEST, AND TALKING WITH PEOPLE WHEN THEY SAY, WELL HECK, WE'RE DOING NOTHING IN THIS TOWN. I SAID, WELL, NO, ACTUALLY WE'RE DOING A LITTLE BIT. AND THEN WALK 'EM DOWN THE PATH OF WHAT'S REALLY GOING ON. AND THEN WHEN THEY SAY WHY, WELL, HERE'S WHY. BECAUSE THERE'S A BACKGROUND TO THAT. THERE WAS A COMMUNITY PLAN THAT [01:30:01] WAS DONE IN 2013. THERE'S NOT A COMMUNITY PLAN DONE IN 2024. AND THEY'RE ALL CONSISTENT WITH EACH OF THOSE PLANS AND THE PRIORITIES. SO IF YOU LOOK AT ALL THOSE PIECES THAT WE GET NATIONALLY AS RESIDENTS WE'RE INFORMED. SIGN UP FOR THOSE THOUGH. OKAY. WHAT HAPPENED TO YOU? NO, I GET THEM. I DO TOO. I'M JUST WELL, THAT'S THE QUESTION FOR OUR ENT, BUT I'M JUST, WHY HAVEN'T YOU, I'M JUST FOR THOSE THAT DON'T IN THE, YOU KNOW, AND NOT EVERYBODY WANTS TO BE AN INFORMED CITIZEN EITHER, BUT YOU KNOW, THAT'S A DIFFERENT ISSUE. I THINK FOR THE TAB. WE NEED SOMETHING ON THE AGENDA, A SHORT BRIEFING, BUT WITH A FOCUS ON HOW IS SIM GOING TO APPLY TO TOURISM. AND I, AND I WILL, I'LL SHARE THIS THROUGH THE LENS OF, YOU KNOW, IN THE VISITOR CENTER, WE GET THIS QUESTION ALL THE TIME BY TOURISTS, HEY, WHERE'S THE SHUTTLE? OH, OH, YEP. SORRY. RIGHT NOW IT ONLY WORKS ON THE WEEKEND. RIGHT? I DON'T KNOW WHEN IT'S GONNA WORK MORE THAN THE WEEKEND. I DON'T KNOW. NOW I COULD PROBABLY GO DIG THROUGH ALL THE STUFF 'CAUSE I GET THE SAME THING, YOU KNOW, ON MY EMAILS. BUT SOMETHING THAT GIVES US A BROADER PICTURE, AND MAYBE IT EVEN GENERATES SOME FEEDBACK FROM THE TAB OF, HEY, YOU KNOW, THERE'S A LOT OF QUESTIONS THAT WE GET FROM TOURS ABOUT HOP ON, HOP OFF KIND OF, OF PUBLIC TRANSIT. BOY, THAT THAT'S ONE WAY YOU GET RID OF SOME TRAFFIC WHEN THEY DON'T WANT TO GO BACK TO THEIR CAR THAT'S PARKED SOMEWHERE, MAYBE FREE AT THE PINON SHOPS OR SOMETHING RIGHT THERE BY THE VISITORS THERE. THEY WANNA JUST JUMP ON A, AND I'M LIKE, YEAH, I'M SORRY. THE ONLY THING THAT WE GOT RIGHT NOW IS ACROSS THE STREET, THE TROLLEY. RIGHT. AND IT DOES, DOES A TOUR. IT'S NOT A HOP ON HOP OFF THING. OR THEY ASK ABOUT THE VERDE SHUTTLE, YOU KNOW, AND WE'RE LIKE, WOW, SORRY. THAT ONLY RUNS ONCE AN HOUR AND IT DOESN'T REALLY GO WHERE YOU WANT TO GO. JUST RIGHT AROUND HERE. SO, SO MAYBE THERE'S SOME, SOME FEEDBACK THAT WE ALSO CAN PROVIDE TO THE SIM UM, PROGRAM AND TO OUR TRANSIT MANAGER FUTURE IDS OR WHATEVER. BUT, AND, AND HELP IDENTIFY THE NEED FROM THE TOURISM PERSPECTIVE. BUT KEEP IT SHORT, JUST A BRIEF JUST TO GET US ALL KIND OF ON THAT SAME, DRAW A PICTURE FOR US. YOU KNOW, THAT'S NOT THEIR JOB. THAT'S THE OTHER DEPARTMENT IN THE CITY'S JOB, RIGHT. WHO'S RESPONSIBLE? WE'RE TALKING ABOUT WORKING. THAT'S, THAT'S ONE OF THE INITIATIVES. THAT'S WHERE THAT WAS WORKING ACROSS DEPARTMENTS AND INTERACTING. I HAVE THEM COME AND BRIEF US. I HEAR THAT. WELL. BUT, BUT I DO THINK ONE THING THAT IS OUR JOB IS THAT ONCE THESE OPTIONS ARE AVAILABLE THAT WE'RE FROM THROUGH THE MEGAPHONE, LETTING VISITORS KNOW AND MAKING SURE THAT WHEN YOU GET QUESTIONS THAT THERE'S A WAY TO GET IT. SO I THINK LIKE HOW TO GET, LIKE CARRE ITINERARIES ARE A HUGE PASSION OF MINE. I DON'T KNOW IF I WOULD ACTUALLY CALL THEM THAT PUBLICLY, BUT THIS IDEA OF HOW CAN YOU GET TO AND AROUND SEDONA WITHOUT A PASSENGER VEHICLE WILL DEFINITELY BE A TOOL IN THE, IN THE TOOLBOX. ESPECIALLY WITH THIS NEW TRANSPORTATION SERVICE THAT I JUST LEARNED ABOUT YESTERDAY THAT'S ON DEMAND, WHICH IS SO AWESOME. OH YEAH, IT'S HAPPENING. YEAH. COOL. YEAH, WE'RE TALKING ABOUT THESE, THESE, THIS HUB, I MEAN IT'S ON THE INITIATIVES. THE ACTION IS TO DESIGN, TO CREATE AND TO PROMOTE THAT. AND WE HAVE MENTIONED IN PREVIOUS MEETINGS THE DESIRE TO HAVE SOMETHING EXACTLY LIKE THAT WHERE WE CAN, YOU KNOW, EVEN ON NEXT OR COPY AND PASTE A LINK, IT'S GOING TO FACTUAL, VALID, UPDATED INFORMATION. UM, OR EVEN SHARING, YOU KNOW, AGAIN, WITH OUR OWN GROUPS OF, OF PEOPLE WHO WE ARE PART OF IN THE COMMUNITY. AND IF I CAN DIVE INTO THE WEEDS JUST A LITTLE BIT, CAN WE GET IT ON AN APP OR ON A, LIKE QR CODE? SO IT'S REALLY KIND OF EASY. I KNOW A LOT OF PEOPLE MAKE THE THING, BUT NOT EVERYBODY KNOWS HOW TO USE IT WELL, OKAY. BUT 99% OF THE PEOPLE WHO COME HERE DO. SO IF THERE'S SOME WAY TO, AGAIN, USE THE TECHNOLOGY TO MANAGE, TO HELP GET THIS INFORMATION OUT ON A REAL TIME BASE. OH, THERE'S A, THERE'S A, A TROLLEY COMING DOWN. BOY, WOULDN'T THAT BE LIKE AN AWESOME THING? I THINK AGAIN, THAT'S IN THE PLANS. IT'S JUST FUTURE STUFF. YEAH. IS THERE A PLAN TO HAVE A SEDONA APP? THERE IS NOT, NOT IN 18 MONTHS TO TWO YEARS. RIGHT, RIGHT. UM, FIVE YEAR PLAN . YEAH. I JUST, BUT ALSO LIKE PLAN DOING THINGS I DON'T WANNA DILUTE. YEAH. I THINK THERE'S A LOT OF, I JUST DON'T WANNA DILUTE WHAT'S ALREADY OUT THERE. SO I, I THINK PART OF, I CAN'T ANSWER THAT PROPERLY BECAUSE I NEED TO DO THE RESEARCH ON HOW MANY APPS ARE OUT THERE RIGHT NOW. YEAH. HOW MANY, WHAT'S THE USERSHIP OF THOSE? AND THEN FIGURE OUT HOW COULD WE GET AN EDGE IN THERE. YEAH. SORRY TO PUT THAT UP. BUT, BUT IT'S AN AREA WE, OR DIRECTION WE'RE HEADING AND WE'D JUST, FROM THE TECHNOLOGY PERSPECTIVE, JUST LAY IN THE PLANS. AND IF IT'S BEYOND 18 MONTHS, THAT FINE, BUT LAY IT IN. YEAH. CALL IT A TWO OR THREE OR FOUR YEAR PLAN, FINE. BUT, YOU KNOW, THESE ARE THINGS WE CAN FIND OUT NOW THAT ARE GONNA BE THINGS IN THE FUTURE. GREAT. LET'S GET THESE SEEDS, PUT THAT AND PLANT THAT, THAT ROAD POTENTIALLY THAT APP WOULD, YOU KNOW, COME TOGETHER INHERENTLY JUST BECAUSE OF ALL THE THINGS THAT WE DO THAT END UP BEING, OH WELL THIS WOULD ALL GO TOWARDS THE APP. OKAY, NOW LET'S JUST IN A WEBSITE PUT IT TOGETHER. ACTUALLY, I DON'T KNOW IF I THINK, UM, SOME OF THAT WILL ALSO KIND OF ORGANICALLY COME OUT OF OUR CONVERSATION ON THE VISITOR CENTER. MM-HMM. . MM-HMM. . UM, WHICH WE'LL HAVE QUEUED UP IN THE NEXT FEW MONTHS. SO YES, IT WILL. YEAH. MM-HMM, . SO I ALSO WANTED TO [01:35:01] SAY THAT I WAS HAPPY YOU MENTIONED SUSTAINABILITY. UH, IT SEEMS THAT EVERY, I MEAN, EVERYTHING ABOUT TOURISM SEEMS TO ME THAT IT SHOULD PEP THE FRAMEWORK OF LIKE SUSTAIN SUSTAINABLE PRACTICES. AND IT ALWAYS SEEMS TO ME THAT AS A TOURIST OR TRAVELER MYSELF, I DO WHATEVER IT IS THAT PEOPLE TELL ME TO DO. AND IF RECYCLING IS EASY, I'M GONNA DO IT. IF IT'S TOO DIFFICULT, MAYBE NOT EVEN THOUGH, LIKE I'M A SUSTAINABILITY, I'M A CLIMATE CHANGE ACTIVIST. SO, UH, THINKING, HAVING THOSE ARTICULATIONS I THINK ARE, IS GOING TO BE SUPER IMPORTANT. SO GLAD YOU MENTION THAT. I DID ALSO WANNA MENTION, I APPRECIATED YOUR, UM, COMMENTS, LAUREN IN, IN, YOU KNOW, THE PREVIEW MESSAGE SAYING HOW MUCH YOU DID LOOK INTO THE SUSTAINABILITY PLAN AND PULLED FROM THE SUSTAINABILITY PLAN. MM-HMM. , WE HAVE A WHOLE SECTION ON THAT COMING UP. OH, OKAY. I JUST WANTED TO SAY THANK YOU FOR THAT. 'CAUSE YOU KNOW, I'VE MENTIONED IT MANY TIMES, BUT I THINK THAT THAT PLAN COULD NEVER BE ON ONE PAGE. SO IT'S REALLY GREAT TO SEE SOMETHING SO CONCISE. UM, I JUST, YEAH, I APPRECIATED THAT YOU REALLY DOVE INTO THAT, BY THE WAY. THE TRANSLOCK APP, UH, UH, SEDONA SHUTTLE.COM, YOU CAN DOWNLOAD THAT AND IT GIVES YOU REAL TIME DATA IS WHERE THE SHUTTLES ARE. MM-HMM. TRUE. SO WE KIND OF DO HAVE AN APP . THANKS BOB. ALRIGHT, LET'S, LET'S PUSH . YEAH. OKAY. YEAH, IT'S 4 37. I MIGHT HAVE TO GET A LITTLE BIT MORE FOCUSED. UM, OKAY. SO THE TWO INITIATIVES THAT I CHOSE, UM, TO TALK ABOUT IN CHAMPION THE BRAND. UM, THE FIRST ONE IS THE PROVIDE ECONOMIC VITALITY SUPPORT FOR BUSINESS FOR PRIVATE SECTORS DON OF BUSINESSES. UM, YOU CAN SEE IN RED THERE, I MADE, UM, A LITTLE NOTE. UH, ONE OF CRAIG'S COMMENTS WAS, WHAT DOES THIS MEAN? WHICH I ALWAYS LOVE IT WHEN PEOPLE SAY THAT. 'CAUSE I SAY THAT A LOT MYSELF. UM, I ALWAYS FEEL LIKE SUCH A LAYMAN. UM, AND SO I THOUGHT MAYBE A, A BETTER WAY TO SAY IT WOULD BE PROVIDE A SUPPORTIVE, UM, THAT DOESN'T EVEN MAKE SENSE, DOES IT OH. BE, BE A SUPPORTIVE PARTNER TO TOURISM RELATED BUSINESSES, UM, THAT MIGHT BE A LITTLE BIT MORE DIRECT. UM, SO OUR ACTION STEPS THAT WE CAME UP WITH WERE TO NETWORK WITH TOURISM BUSINESSES AND OFFER TO MEET ONSITE TO UNDERSTAND THEIR BUSINESS NEEDS AND BUILD THOSE RELATIONSHIPS. THAT MIGHT SEEM SEEM OBVIOUS, BUT WE'VE BEEN, WE'VE HAD BLINDERS ON, UM, IN OUR PROGRAM. YOU KNOW, WE WERE REALLY, UM, KIND OF FOCUSED ON, OKAY, HOW, HOW DO WE GET THIS UP AND RUNNING? HOW DO WE GET AS MANY PIECES IN PLACE THAT THAT, THAT MAKE IT SO THAT WE CAN HAVE A SUCCESS FOR MANY, MANY YEARS? AND WHAT WE HAVEN'T DONE IS MET INDIVIDUALLY WITH BUSINESSES AND STARTED TO BUILD THOSE RELATIONSHIPS. SO WE KNOW THAT THAT HAS TO HAPPEN. UM, ANDREW, IT'S GONNA BE AN EASY ONE FOR HIM. WHEREAS JAMES HAS, HAS SAID, WELL, I'VE ALREADY SEEN EVERY HOTEL IN TOWN. JAMES HASN'T. RIGHT. SO IT'S A GOOD, A GOOD TIMING FOR THAT, FOR HIM TO KIND OF, UM, EXTEND A HANDSHAKE AND, AND GO MEET WITH EVERYBODY. UM, NEXT IS TO, UH, CONTINUE TO FOSTER RELATIONSHIPS WITH THE LODGING COUNCIL AND THE CHAMBER OF COMMERCE AND LOOK FOR ADDITIONAL WAYS TO PARTNER. UM, SO THIS IS SOMETHING THAT, UH, WE KNOW WITH THE LODGING COUNCIL, THEY'RE GONNA BE ONE OF OUR BIGGEST PARTNERS. UM, CHERYL, YOU STILL IN THE ROOM? THERE YOU ARE. HEY. UM, SO TO CONTINUE TO FOSTER THIS RELATIONSHIP, UM, I THINK IT'S GONNA BE CHANGING AND, AND KIND OF ALWAYS SHIFTING. AND THAT'S A GOOD THING BECAUSE, UM, WE SHOULDN'T GET COMFORTABLE. WE SHOULD ALWAYS KIND OF CHALLENGE EACH OTHER, UM, AND, AND CONTINUE TO GET FEEDBACK FROM EACH OTHER. AND THE SAME THING WITH THE CHAMBER OF COMMERCE. WE KNOW THAT THEY'RE GOING THROUGH THEIR OWN STRATEGIC PLAN PROCESS AND THEIR OWN CHANGES. AND SO MAKING SURE THAT WE'RE, UM, STRONGLY CONNECTED WITH THAT AS MUCH AS WE CAN. UM, AND, YOU KNOW, THEY'RE, THEY'RE GONNA BE FOCUSED A LOT ON OUR ECONOMIC DEVELOPMENT GOALS, UM, YOU KNOW, SUPPORTING BUSINESSES. SO HOW CAN WE SUPPORT THEM IS SOMETHING THAT I'M GONNA BE LOOKING FORWARD TO IN THE FUTURE. AND THEN, UM, THIS LAST ONE IS INTERESTING. STABILIZE THE PEAKS AND VALLEYS OF VISITATION, ALLOWING BUSINESSES TO STABILIZE THEIR WORKFORCE NEEDS. UM, ME AND ANDREW KIND OF HAD A PHILOSOPHICAL DISCUSSION YESTERDAY AND YOU TOUCHED ON IT, UM, AND KIND OF REAFFIRMED WHAT I WAS THINKING, WHICH IS THAT STABILIZING THE PEAKS IS REALLY HARD. YOU KNOW, WE, WE TALKED YESTERDAY ABOUT IS OUR GOAL TO CONVERT VISITORS IN APRIL TO JUNE? OR IS IT TO LIFT UP SOME OF THE VALLEYS? IS IT TO, TO WHAT YOU CALL THE POP, WHICH IS TO CREATE JUST A LITTLE POP IN THE VALLEY AND NOT NECESSARILY LET'S MAKE SUMMER LIKE IT IS IN SPRING. YOU KNOW, CAN, CAN WE CHOOSE A FEW WEEKS THAT ARE REALLY STRATEGIC ON CAN WE PROMOTE THOSE WEEKS, UM, WITH, WITH STRATEGIC EXPERIENCES? UM, AND YOU KNOW, WE BOTH KIND OF AGREED THAT IT'S GOING TO BE REALLY HARD TO, TO TAKE A VISITOR IN APRIL AND SAY, COME IN JUNE. . THAT'S A REALLY UNIQUE PERSON. UM, AND I [01:40:01] THINK IT'S AN ADVANTAGEOUS GOAL. SO WE BOTH AGREED THAT WE WERE NOT GOING TO HAVE THAT, UM, AS ONE OF OUR GOALS. UM, AND YET TO KIND OF THINK ABOUT WHAT DO THOSE VALLEYS LOOK LIKE. UM, AND SO IN OUR, UM, ANDREW AND I KIND OF HAVE A, A ANOTHER VERSION OF THIS DOCUMENT WHERE WE TALKED ABOUT YESTERDAY. AND THE LAST THING I WANTED TO DO IS, UH, TO, TO PUT A VERSION UP THAT WASN'T WHAT YOU GUYS SAW. UM, BUT WHAT WE TALKED ABOUT WAS MAYBE MAKING THIS LAST ONE MORE ABOUT FOCUSING ON THOSE VALLEYS AND HOW TO CREATE THOSE POP MOMENTS. UM, THE MEASURES THAT WE'RE GONNA FOCUS ON ARE, UH, TO SEE AN INCREASE IN SALES AND BED TAX COLLECTIONS DURING OFF PEAK, UM, INDICATING HEALTHIER BUSINESSES. I HAVE, I HAVE OTHER IDEAS OF HOW TO DO THIS. I'D LOVE TO KIND OF GET AN ANONYMOUS SYSTEM IN WHICH THE BUSINESS COMMUNITY COULD SUBMIT TO ME, UM, HOW THEY'RE DOING, WHICH WE DON'T HAVE. THE ONLY THING, THE ONLY STORY I CAN TELL RIGHT NOW IS OOC OCCUPANCY REVPAR, UM, AND A DR, WHICH IS NOT A FULL STORY IF YOU TALK TO ANY OF OUR LODGING PARTNERS. UM, BUT FOR, FOR THE THINGS THAT I COULD CONTROL NOW, THAT'S THE ONE THAT I PUT UP THERE FOR A MEASURE. BUT JUST KNOW THAT I'VE GOT THAT IN THE BACKGROUND, UM, OF, OF A MEASURE THAT I'M LOOKING FOR. IS THERE ANY FEEDBACK ON THIS ONE IN PARTICULAR THAT YOU ALL HAVE? WELL, I GET BACK TO IF WE ADD A A A FIFTH AND OR A SIXTH MM-HMM. , UM, UH, IMPERATIVE. UH, SOME OF THESE MOVE AROUND. YEAH. YES. YEAH. AND WHEN WE WERE MAKING IT, SOMETIMES WE'D BE, WE'D CREATE AN ACTION STEP IN AN INITIATIVE AND THEN WE'D GET TO ANOTHER INITIATIVE AND WE'D SAY, WELL, THAT ACTION STEP IS KIND OF THIS ONE. AND SO ALL OF A SUDDEN IT STARTS TO LOOK LIKE A WEB, YOU KNOW, SO I HEAR YOU WHEN YOU ALL WERE SAYING THAT EARLIER. I CAN, I CAN VERY MUCH RELATE. UM, OKAY. SO THE NEXT ONE THAT I WANNA FOCUS ON IS THIS, UM, LEVERAGE EARNED MEDIA AND TRAVEL TRADE TO ENHANCE SEDONAS REPUTATION AS A LEADING NATIONAL DESTINATION. UM, AND I CHOSE THIS ONE 'CAUSE IT'S A BIT HEADY IN OUR INDUSTRY. UM, AND SO I JUST WANNA MAKE SURE EVERYBODY KNOWS WHAT WE MEAN. UM, SO WHEN WE SAY LEVERAGE EARNED MEDIA, THAT MEANS THAT MEDIA THAT WE AREN'T PAYING FOR. SO WHAT WE SHOWED, UM, WITH THE A OT CO-OP, THAT IS NOT EARNED MEDIA. THAT'S PAID MEDIA. UM, EARNED MEDIA IS WHEN WE DON'T HAVE TO PAY FOR IT. SO A JOURNALIST COMES HERE, THEY WRITE A STORY, IT'S ORGANIC, UM, OR ELSE MAYBE THEY COME HERE, UM, THEY REACH OUT, WE HELP GIVE THEM INFORMATION, BUT WE'RE NOT PAYING FOR CONTENT BASICALLY. UM, AND THEN THE TRAVEL TRADE. WHEN WE TALK ABOUT TRAVEL TRADE, UM, WE'RE TALKING ABOUT, UM, UH, TRAVEL COMPANIES. WE'RE TALKING ABOUT, UM, UH, TRAVEL AGENTS, THESE, THAT TYPE OF INDUSTRY. UM, AND WE TALK ABOUT TRAVEL TRADE A LOT BECAUSE IT REALLY IS KIND OF A BEDROCK, UM, OF, OF THE TOURISM INDUSTRY AND A LOT OF THE TRADE SHOWS THAT, THAT GO ON OR ARE IN THE TRAVEL TRADE SPACE. SO, UM, OUR ACTION STEPS TO SUPPORT THIS IS, ARE TO, UM, COMPILE A LIST OF EARNED MEDIA IN THE LAST THREE TO FIVE YEARS. THIS IS GONNA REQUIRE US WORKING WITH THE CHAMBER OF COMMERCE AND SAYING, HEY, WHO HAVE YOU WORKED WITH IN THE PAST THREE TO FIVE YEARS? BECAUSE WE ONLY HAVE FROM THE LAST YEAR AND THERE'S KIND OF BEEN THIS DROPPING OF THE BALL WHERE, YOU KNOW, THE TRANSITION WAS AWKWARD AND WE, AND SO HOW CAN WE, UM, SEE WHO, UH, WHAT YOUR EARNED MEDIA HAS BEEN IN THE LAST THREE, THREE TO FIVE YEARS SO THAT WE CAN MAYBE CARRY THE TORCH A LITTLE BIT BETTER, UM, AND THEN COMPILE THE STRONGEST STORIES AND RESULTS JUST SO THAT WE, WE HAVE THOSE KIND OF AS A STARTING POINT. UM, THEN WE'D LIKE TO CREATE A MEDIA PLAN AND OUTREACH STRATEGY, INCLUDING COMPILING A LIST OF TARGETED MEDIA OUTLETS AND JOURNALISTS TO PRIORITIZE INVESTMENT IN AND THEN TO IMPLEMENT THAT PLAN. UM, AND THAT'S BECAUSE WE JUST, WE DON'T HAVE THAT RIGHT NOW. WHAT HEATHER DOES IS, IS, YOU KNOW, MEDIA REQUESTS COME IN AND SHE RESPONDS TO THEM, BUT THAT'S A VERY REACTIVE ENVIRONMENT. AND SO WE'D LIKE TO BE PROACTIVE WITH THAT. UM, NEXT WE WANNA IMPLEMENT BOOK DIRECT. THAT'S A TOOL. UM, I'M NOT SO INTERESTED IN, IN OFFERING A BOOK BOOKING ENGINE ON OUR TOURISM WEBSITE. UM, BUT BOOK DIRECT WILL, UH, FUNNEL THOSE PEOPLE DIRECTLY TO, UH, THE HOTEL WEBSITES. UM, SO IT'S NOT A BOOKING ENGINE, BUT WHAT IT DOES IS IT GIVES ME INSIGHT. UM, THEY DO HAVE TO PUT THEIR DATES THAT THEY'RE LOOKING AT, SO IT WOULD GIVE ME INSIGHT INTO THE BOOKING WINDOW, UM, WHICH I DON'T HAVE AS MUCH RIGHT NOW, SO I'D LOVE TO HAVE THAT TOOL, UM, ON OUR WEBSITE. AND THEN THIS LAST ONE IS, UM, TO DEFINE WHAT A GROUP IS AND THEN COME UP WITH A GROUP SALES STRATEGY. UM, SO IF YOU LOOK AT THE BOOKING PASTE TREND REPORT, YOU'LL SEE THAT, THAT WE ARE MORE DOWN, UM, IN, IN GROUP TRAVEL, THEN IN OTHER AREAS. NOW, NOW THEY DON'T ACCOUNT GROUP TRAVEL DOESN'T ACCOUNT FOR, FOR THE MAJORITY OF THE PEOPLE WHO VISIT HERE, BUT IT IS STILL A SEGMENT THAT'S DOWN. UM, AND THEN FOR US DEFINING WHAT A GROUP IS TO ME IS, UM, WE ARE NOT A, A TYPICAL [01:45:01] DESTINATION FOR GROUP SALES. UM, OUR A DR IS VERY HIGH AND WE HAVE, UM, NO CONFERENCE CENTERS, RIGHT? UM, AND SO YOUR GROUP, UH, IS IS USUALLY A, UM, HIGHER, HIGHER INCOME GROUP AND THEY'RE A SMALLER GROUP. UM, AND SO THAT'S REALLY A SPECIFIC MARKET. SO WE'D LIKE TO DEFINE WHAT THAT IS, UM, AND THEN COME UP WITH A GROUP SALES STRATEGY AND, AND HOPEFULLY GO AFTER IT. UM, SO THE MEASURES THAT WE'RE GOING TO BE MEASURING OURSELVES ON ARE TO INCREASE EARNED MEDIA COVERAGE BY 10%. UM, THAT'S A SMALL GOAL, BUT IT FELT ACCOMPLISHABLE. SO, UM, IT CERTAINLY COULD BE MORE, UH, TO INCREASE THE LEAD TIME FOR, FOR BOOKING TRAVEL. UM, WE'RE HEARING THAT THAT, THAT WINDOW IS, IS SHORTENING. UM, BUT WITH BOOK DIRECT, MAYBE I COULD START TO GET SOME INSIGHT ON, UM, ARE WE ABLE TO, TO LENGTHEN THAT OR NOT? UM, TO DECREASE THE, THE GROUP SALES LAGS IN THE BOOKING PASTE TREND REPORT THAT I HAVE. UM, AND YOU, YOU GOT THAT YESTERDAY AS WELL. UM, AND THEN TO MEET WITH 40 TRAVEL TRADE PROFESSIONALS AT TRADE SHOWS, UM, LIKE I SAID, THAT'S A KEY PART OF, OF THE INDUSTRY. AND THEN TO HOST, IT'S NOT A ONE FOR ONE, IT'S NOT HOSTING ALL OF THOSE PEOPLE THAT WE MET, BUT UM, YOU KNOW, SOME, WE'LL GET SOME ORGANIC, UM, UH, PEOPLE REACHING OUT ABOUT TRAVEL TRADE AS WELL. BUT TO HOST 40 OF THEM AS WELL IN THE NEXT 18, UH, TO 24 MONTHS. FEEDBACK ON THAT. I KNOW IT WAS A LOT. SO THE ONE PIECE THAT I DIDN'T SEE, SO I THINK A LOT OF PEOPLE LEARN ABOUT SEDONA OUTSIDE OF THESE CHANNELS COMPLETELY, COMPLETELY ON SOCIAL. TOTALLY. SO HOW DO WE INFLUENCE THE INFLUENCERS? DO WE HAVE A WAY TO FIND OUT WHO'S REALLY ACTIVE IN OUR MARKETS TALKING ABOUT SEDONA? CAN WE BE PROACTIVE IN REACHING OUT TO THEM AND SAY, HEY, WE'D LIKE TO EDUCATE YOU, THIS IS WHAT WE'RE TRYING TO DO. OR IS THERE SOME WAY TO INCLUDE THAT AREA, WHICH IS I THINK ONE OF OUR GREATEST SOURCES OF PROBLEMS. 'CAUSE WE JUST, WE CAN DO ALL THE WORK WE WANT AS A DMO AND CAREFUL MARKETING AT THE RIGHT TIME AND THE RIGHT MESSAGES. BUT THAT'S NOT STOPPING PETE AND SUSIE FROM DOING WHATEVER THEY'RE DOING. YEAH, TOTALLY AGREE. AND THERE IS, UM, THERE ARE ACTION STEPS THAT ARE MORE FOCUSED TOWARDS THAT TYPE OF SOCIAL MEDIA. IT'S INTERESTING BECAUSE BECAUSE THIS INITIATIVE IS SO NARROWLY FOCUSED ON EARNED MEDIA, INFLUENCERS ARE NOT IN THERE BECAUSE WE WOULD PROBABLY BE PAYING THEM, OFFERING THEM SOME TYPE OF FINANCIAL, WHETHER THAT'S HERE'S THE HOTEL ROOM OR SOMETHING, UM, IN ORDER TO GET THEM TO COVER WHAT WE WANT THEM TO COVER. UM, SO THEY DIDN'T GET INCLUDED IN THERE BECAUSE OF THAT. UM, BUT THAT DOESN'T MEAN THAT ALL OF THE, ALL OF THE INFLUENCERS THAT WE AREN'T PAYING AREN'T STILL DOING WHAT WE DON'T WANT THEM TO DO. YOU KNOW, SO I SAID BOTH THINGS AT THE SAME TIME. , TWO THINGS CAN BE TRUE. YES. YEAH. SO HOW IS, OH WAIT, NEVERMIND. I GOT IT. OKAY. YEAH, THAT WAS EASY. . IT DIDN'T EVEN COME OUT. OKAY. UM, WE HAVE 12 MINUTES LEFT. YEAH, I'LL BE GREAT. YOU'RE A FAST TALKER, BUT I, I CAN BE, I'VE REALLY BEEN TRYING TO SLOW MYSELF DOWN. OKAY. SO , CAN YOU GO DOWN TO THE NEXT ONE? COOL. SO JUST WANNA SPEND A LITTLE BIT OF TIME WITH CREATE AND EXECUTE A COMMUNICATIONS PLAN THAT BUILDS AWARENESS OF THE VALUE OF THE CITY'S INVESTMENTS IN TOURISM AND COMMITMENT TO QUALITY OF LIFE. YOU KNOW, HOW DO WE GET THERE, RIGHT? AND WHAT DOES THIS MEAN? UM, MY FIRST THING IS QUALITY OF LIFE SOUNDS NICE. WHAT DOES THAT MEAN TO SEDONA? WHAT DO WE MEAN WHEN WE SAY QUALITY OF LIFE? AND THAT IMMEDIATELY GETS ME TO AN UNDERSTANDING OF VALUES. UM, I CAN PROBABLY GUESS VALUES HERE ARE THINGS LIKE SCENIC VISTAS, PROTECTION TO THE ENVIRONMENT, YOU KNOW, WALKABILITY, TRANSPORTATION. UM, I DO WANT TO DO SOME WORK TO REALLY PULL MORE OF THAT OUT. WE'VE GOT THE RESIDENT SENTIMENT SURVEYS THAT WE DID, BUT I REALLY WANNA BETTER UNDERSTAND LIKE WHEN WE SAY QUALITY OF LIFE, WHAT CHANGES TO THAT WOULD IMPACT OR WHAT THINGS COULD BE BENEFITED TO REALLY IMPROVE THAT. BUT, UM, WE'VE ALREADY STARTED WORKING WITH, UM, WELL I GUESS WE'VE ALREADY GOT THE DEAN RUNYAN PLAN FROM 2022. SORRY, DEAN. RUNNING ECONOMIC IMPACT REPORT FROM 2022. UH, WE'RE WORKING ON UNDERSTANDING WHAT ARE THE ANNUAL TAX BENEFITS PER HOUSEHOLD WITHIN THE CITY LIMITS. 'CAUSE THAT GIVES US A FINANCIAL NUMBER TO SAY, HEY, TOURISM IS CONTRIBUTING. AND I, YOU KNOW, PLACES THAT I WORKED IN IN COLORADO, TELLURIDE IS $10,000 IN ANNUAL TAX BENEFITS PER HOUSEHOLD IN SAN MIGUEL COUNTY ALONE. I WOULD IMAGINE THAT WE'RE SOMEWHERE NEAR THAT NUMBER. PROBABLY MAYBE NOT THAT HIGH, BUT IT'S DEFINITELY GONNA PROBABLY BE MORE THAN $5,000 IN ANNUAL TAX BENEFITS WOULD BE BE AN ASSUMPTION. SOME FOLKS WHO'VE ALREADY HEARD IT SAY, CAN I CUT YOU A CHECK TOMORROW AND GIVE YOU THE EXTRA 5,000? BUT WE'VE ALREADY TALKED ABOUT THERE'S THE WORKFORCE THAT THAT MEANS A LOT TO THEM. SO I I, I DON'T THINK WE THROW THAT NUMBER AWAY BY ANY MEANS. BUT THAT ALSO DOESN'T TELL THE WHOLE STORY EITHER. I WANNA UNDERSTAND WHAT ARE THOSE INVESTMENTS WITH THAT TAX BASE THAT ARE CONTRIBUTING TO QUALITY OF LIFE? UM, [01:50:01] HOW IS THAT TRANSIT SYSTEM BEING PAID FOR BY, BY THE TAX BASE? WHAT PORTION OF DESTINATION AMENITIES AND SERVICES ARE BROUGHT TO YOU BY TOURISM? HOW MANY BUSINESSES, YOU KNOW, ARE HERE BECAUSE OF THE ACCESS TO THE, THE REVENUE COMING FROM TOURISM? YOU COULD, WE COULD PROBABLY RUN COMPARISONS ON RESIDENTS PER, UH, RESTAURANTS PER CAPITA BETWEEN COTTONWOOD AND SEDONA. I WOULD GUESS WE'RE PROBABLY HIGHER, YOU KNOW, SO HOW DO WE START TO TELL THAT STORY? AND AGAIN, YOU KNOW, WE CAN LOOK AT A LOT OF DIFFERENT DATA POINTS, BUT WE WANT TO TIE THEM BACK TO VALUES. 'CAUSE THAT HELPS US REALLY COMMUNICATE WHAT IS THE VALUE OF TOURISM? HOW DOES IT IN CONTRIBUTE TO YOUR QUA QUALITY OF LIFE? I DON'T KNOW IF WE WOULD GO THIS FAR, BUT WE COULD DO LIKE AN, IT'S A WONDERFUL LIFE TOURISM ADDITION. YOU KNOW, START TO LOOK AT LIKE, WHAT WOULD LIFE BE WITHOUT TOURISM? UM, BUT JUST SORT OF START TO TELL THAT, THAT TYPE OF NARRATIVE ESSENTIALLY. UM, AND THEN ONCE WE HAVE THAT HAPPEN, I TOTALLY AGREE, FRANCIS, I WANT TO GO OUT AND COMMUNICATE THAT TO PEOPLE. I WANNA BE USING THAT AS THE CORE FUNCTION OF THESE TOURISM TOWN HALL MEETINGS THAT WE DO. I WANT TO GO TOWARDS MEETINGS WHERE I CAN BE THERE AND SAY, HI, TOURISM IS SHOWING UP. WE'RE, WE'RE NOT THAT INDUSTRY THAT'S INVISIBLE, THAT'S KIND OF HAPPENING AROUND YOU. IT'S, YOU KNOW, I'M HERE TO COMMUNICATE THINGS AND TELL YOU WHAT, TELL YOU WHAT WE'RE DOING, BUT I WANT TO REALLY LEAN INTO WHAT DO WE MEAN WHEN WE SAY QUALITY OF LIFE? AND THAT'S HOW I THINK THAT'S AT LEAST ONE APPROACH TO HELP US GET THERE. UM, AND THEN IF YOU CAN GO DOWN AGAIN, UM, LOOKING AT THEN, UM, THE TRANSPARENCY HUB. YOU KNOW, THIS TO ME, AND AGAIN, THERE'S A LOT OF THINGS THAT FIT IN MULTIPLE PLACES, BUT, UM, I COULDN'T AGREE WITH YOU MORE THAT MARKET AND BUSINESS INTELLIGENCE IS GONNA BE THE BREAD AND BUTTER OF WHAT SAYS WHAT US, WHAT MAKES US SUCCESSFUL AND ALLOWS US TO BE PREDICTIVE. UM, I THINK I STARTED LOOKING AT PREDICTIVE USE OF RESEARCH A COUPLE YEARS AGO, AND I'D LOVE TO CONTINUE TO BRING KIND OF THAT, THAT LEVEL OF THINKING HERE. BUT IN LIEU OF BEING PREDICTIVE, AT THE VERY LEAST WE CAN BE MORE TRANSPARENT ABOUT THE INFORMATION THAT WE HAVE. SO I'M REALLY EXCITED TO GET MY HANDS VERY, VERY DIRTY WITH ALL THE RESEARCH THAT WE HAVE. UM, WORK WITH THE ENTITIES TO MAKE SURE WE BUILT OUT ALL THESE DIFFERENT PLATFORMS APPROPRIATELY. AND THEN IF WE ARE INVESTING IN IT AS THE CITY AND I'M ALLOWED TO SHARE IT, YOU ARE GONNA SEE IT AND IT'S GONNA BE BASICALLY THIS KIND OF PUBLICLY AVAILABLE DATA SET. AND I HOPE THAT THAT PROVIDES VALUE TO ALL THE TOURISM BUSINESSES, AND I HOPE IT PROVIDES VALUE TO OTHER KIND OF CITY DEPARTMENTS SO THAT WE CAN REALLY COMMUNICATE THE, THE RAW DATA THAT'S OCCURRING WITHIN THIS COMMUNITY RELATED TO TOURISM. AND THEN HAVE SORT OF A PAGE THAT KIND OF SHOWS YOU, UM, YOU KNOW, IT COULD BE SOMETHING AKIN TO HAVING KIND OF A PUBLIC ACCOUNTABILITY TRACKER OF A PLAN LIKE THIS THAT SHOWS YOU HERE'S THE PLAN AND HERE'S OUR PROGRESS TOWARDS THE PLAN, HERE'S WHAT WE'VE BUDGETED TOWARDS IT AND HERE'S HOW WE'RE MOVING IT FORWARD. SO, UM, THAT'S KINDA THE HIGH LEVEL THINKING, BUT IT'S DEFINITELY A VISIBLE DIGITAL DASHBOARD, IF YOU WILL, THAT INCLUDES COMMON TOURISM METRICS AS WELL AS PERFORMANCE OF KIND OF THE CITY'S INVESTMENTS OF TOURISM. OH, IS THAT ME? YEP. RIGHT. THE ORGANIZATION. YEAH. I WAS ENJOYING MY TIME OFF. OKAY. . YEAH, WE'RE GOOD. UM, SO THE INITIATIVE I WANTED TO TOUCH ON WAS INCREASE THE CITY'S CAPACITY FOR DEVELOPING, MANAGING, AND PROMOTING TOURISM. UM, THE ACTION STEPS THERE, UM, PRETTY EASY TO UNDERSTAND, UH, ENCOURAGE TEAM BUILDING AND POSITIVE INTERNAL CULTURE WITH MONTHLY TEAM MEETINGS AND OUTINGS. THAT SOUNDS SILLY, BUT I JUST FEEL LIKE WE HAD TO PUT IT DOWN. UM, IF I'M NOT FORCED TO GET OUT OF MY DESK CHAIR, USUALLY I GET STUCK IN IT. SO, UM, REALLY BEING INTENTIONAL ABOUT MAKING SURE THAT WE CREATE THE CULTURE THAT WE WANT ON THIS TEAM. I THINK IT'S PART OF THE REASON WHY WE'VE BEEN ABLE TO DO WHAT WE'VE DONE SO FAR. UM, AND SO I, I WANNA MAKE SURE THAT THAT'S MAINTAINED. UM, AND THEN, UH, THE NEXT STEP WOULD BE, UM, NOT NECESSARILY THE NEXT STEP, BUT A NEXT STEP IS, UM, I WANTED TO MAKE SURE THAT IN 18 MONTHS WE ASSESS IF A SUSTAINABLE TOURISM PLAN OR ANOTHER STRATEGIC PLAN IS NEEDED GOING FORWARD. I THINK ONE OF THOSE IS GOING TO BE NEEDED REGARDLESS. UM, BUT I WANTED TO MAKE SURE THAT THAT WAS CAPTURED. UM, THAT LIKE, THIS ISN'T US SAYING GOODBYE, SUSTAINABLE TOURISM PLAN, HOPE TO NEVER SEE YOU AGAIN. NO. AND THEN WE'RE NOT SAYING THAT, UM, WE'RE SAYING LET'S REVISIT THIS IN 18 MONTHS AND SAY, OKAY, WHERE, WHERE ARE WE? DO WE FEEL LIKE, UM, THAT IS SOMETHING THAT, YOU KNOW, WE CAN KIND OF STAMP WITH A DATE AND TIME AND, AND MOVE FORWARD? OR DO WE NEED TO DO SOMETHING, UM, MORE DIRECT WITH THAT? UM, OUR MEASURES ARE ONBOARDING THE TOURISM MANAGER, WHICH IS HAPPENING AS WE SPEAK. UM, HIRING A, ANOTHER COORDINATOR, UM, THAT CITY COUNCIL AGREED TO FUND, UM, AND THEN TOUR TOURING ALL THE SEDONA HOTEL PROPERTIES. SO TALKING ABOUT HOW WE ARE CREATING A WEB, BECAUSE THIS IS REDUNDANT FROM THE OTHER ONE. UM, I BELIEVE THE OTHER ONE WAS AN ACTION STEP. AND THIS IS A MEASURE. UH, SO, UH, THEY DO ALL KIND OF TALK TO EACH OTHER. AND THEN THE SECOND ONE I WANTED TO [01:55:01] TALK ABOUT WAS, UM, THAT NEXT ONE, WHICH IS BOLSTERING THE CITY'S TOURISM RELATED RESEARCH AND DATA PORTFOLIO TO ENHANCE LOCAL UNDERSTANDING OF THE TOURISM ECONOMY. UM, FIRST IS TO TAKE AN INVENTORY OF ALL THE DATA AND ASSESS REDUNDANCIES AND GAPS. I PUT THAT IN THERE SPECIFICALLY FOR MYSELF BECAUSE, YOU KNOW, WE, WE KIND OF QUICKLY GOT ALL THESE PLATFORMS AND, AND THEY'RE ALL DOING THINGS FOR US AND, AND ARE THEY ALL, ARE THERE ANY REDUNDANCIES IN THERE AND, AND CAN I BE, UM, BETTER AT KIND OF PICKING AND CHOOSING WHICH ONES ARE USEFUL AND WHICH ONES AREN'T? I'M AT THAT POINT, UM, WHERE WE NEED TO DO THAT. UH, I NEED TO IDENTIFY THE HIGHEST VALUE REPORTS. UM, I KIND OF GET LOST IN, IN THIS REPORT TORNADO THAT I GET STUCK IN SOMETIMES. UM, AND SO REALLY KIND OF IDENTIFYING, OKAY, WHERE ARE MY HIGHEST VALUE REPORTS BECAUSE I GIVE DIFFERENT REPORTS TO YOU ALL THAN I GIVE TO THE LODGING COUNCIL. THEN WE'VE GOT LINED UP TO GIVE THE COMMUNITY, YOU KNOW, IT'S LIKE THERE'S PROBABLY SOME STREAMLINING THAT I COULD DO TO MAKE MY LIFE EASIER. UM, DETERMINE THE METHOD OF COMMUNICATING THOSE REPORTS AND THEN DELIVER THE REPORTS TO THE TARGET MARKETS. AND THEN A MEASURE OF SUCCESS OF THIS WOULD BE TO REPORT MONTHLY TO YOU ALL THE LODGING COUNCIL, CITY COUNCIL, AND THE GENERAL PUBLIC ON THE TOURISM DATA. UM, I'VE GOT THE, UH, I'VE GOT YOU BOTH DOWN WITH TAB AND LODGING COUNSEL, ALTHOUGH SOMETIMES I'M EVEN LATE, LIKE I THINK I SENT YOU ALL ON YESTERDAY, WHICH I HAD TO WRITE A NOTE ON MY HAND, NOT TO FORGET IT, . UM, UH, BUT THAT ALSO GOES WITH OUR CAPACITY CONVERSATION, THAT THIS IS GONNA GET A LOT EASIER, UM, ONCE WE GET, UM, KIND OF SHORE UP OUR TEAM AND HAVE THE CAPACITY THAT WE NEED. UM, BUT I NEED TO TO START THINKING ABOUT CITY COUNCIL AND THE GENERAL PUBLIC ON HOW DO WE COMMUNICATE THIS TOURISM DATA, WHAT RESONATES, UM, WHAT'S GOOD FOR EVERYONE, ANY THOUGHTS ON THOSE? THAT MAKES SENSE. IS THAT IT, ? NOT YET. I THINK WE HAVE A LITTLE BIT MORE. SO IF, IF WE'RE GONNA GIVE FEEDBACK ON THESE, SHOULD WE JUST, UM, TAKE THAT SPREADSHEET AND, AND JUST PUT NOTES YES. YOU KNOW, AND THEN SEND 'EM TO YOU GUYS. OKAY. YEAH, I KNOW IT'S WEIRD BECAUSE UM, IT DOESN'T TRACK CHANGES IN THERE. LIKE IT'S KIND OF AN ODD FORMAT TO BE ABLE TO UM, TO PROVIDE THINGS, TO PROVIDE COMMENTS. UH, YOU CAN PROVIDE COMMENTS IN EXCEL. UM, THERE IS THE OPTION FOR THAT. SO MAYBE THAT'S WHATEVER I WAS THINKING. WHATEVER. EASIEST FOR YOU. UM, WE'LL WE'LL WORK WITH, OKAY, CRAIG PUT ALL OF HIS COMMENTS IN RED, WHICH REALLY STOOD OUT. SO THAT COULD BE AN IDEA. YEAH, WHAT IF YOU'RE COLORBLIND? YEAH, . OKAY, NEXT. THERE YOU GO. PUT IT ITALICS. SO I KNOW WE ARE GETTING CLOSE TO TIME, SO I WILL BE REALLY QUICK THIS TIME, BUT THIS REALLY IS JUST A COUPLE SLIDES JUST TO TELL YOU THAT, YOU KNOW, WE DIDN'T JUST START MAKING UP A BUNCH OF NEW INFORMATION. UM, WE ALREADY HEARD FROM COLLEEN WITH GIO THAT, YOU KNOW, A LOT OF THIS CAME FROM COMMUNITY LISTENING AND INFORMATION GATHERING, BUT WE'RE ALSO BUILDING ON A BUILDING ON PREVIOUS PLANS. SO JUST COUPLE, COUPLE SECONDS JUST TO ACKNOWLEDGE THAT WE DID LOOK AT THE SUSTAINABLE TOURISM PLAN TO KIND OF BUILD OFF OF IT AND KIND OF SEE WHERE THE CONNECTION POINTS WERE. I THINK LAUREN SAID IT REALLY WELL THAT I THINK WHAT THE ASSESSMENT OF THE SUSTAINABLE TOURISM PLAN WAS, IT WAS A LOT OF KIND OF TASKING OTHER ENTITIES WITH THINGS THAT WE WERE THEN MONITORING. UM, WHERE WHAT YOU SEE RIGHT NOW WITH THE UPCOMING TOURISM PLAN THAT WE'RE LAUNCHING IS GONNA BE WHAT IS THE CITY AND SPECIFICALLY THIS DEPARTMENT GONNA BE DOING AND THAT'S WHAT WE WANNA BE HOLDING OURSELVES ACCOUNTABLE TO. BUT I'LL COME BACK TO OUR UM, UH, TRIPLE BOTTOM LINE PLUS ON THE LEFT AND THEN LOOK AT KIND OF ENVIRONMENT. TO ME, YOU KNOW, THAT IS A DIRECT THROUGH LINE TO THAT TOP ONE, WHICH WAS WHAT I CALL THE ENVIRONMENT FOR STEWARD. THE DESTINATION. UM, RESIDENT QUALITY OF LIFE TO ME REALLY TIES DIRECTLY TO THAT ENHANCED COMMUNITY ENGAGEMENT WITH TOURISM, THAT KIND OF SOCIAL SOCIAL OUTLOOK. AND THEN I WOULD SAY THAT QUALITY OF THE ECONOMY AND VISITOR EXPERIENCE, YOU KNOW, THOSE ARE BOTH MORE IN THAT KIND OF, UM, ECONOMIC SIDE OF IT. SO I WOULD SAY THAT THOSE NESTLE REALLY WELL FOR ME WITHIN THE CHAMPION, THE SEDONA BRANDS. SO AGAIN, THEY'RE NOT ONE-TO-ONES, BUT I DO SEE THAT WEB GETTING CREATED BETWEEN THEM THAT WE'RE STILL TALKING ABOUT THE SAME THINGS ESSENTIALLY. UM, AND THEN, UH, WE DID DO SOME, SOME WORK, I WON'T READ THESE, BUT JUST KNOW THAT WE DID KIND OF GO THROUGH THE DIFFERENT RECOMMENDATIONS FROM THE SUSTAINABLE TOURISM PLAN AND START TO PUT THEM INTO THESE DIFFERENT BUCKETS OF OKAY, STEWARD THE DESTINATION. YOU KNOW, IT'S NOT SAID THE SAME WAY, BUT WE'RE SEEING A LOT OF COMMONALITIES BETWEEN KIND OF THE, THE OUTCOMES OR KIND OF PURPOSE OF WHAT THOSE, THOSE ROWS ARE TO THE RIGHT. SAME WITH KIND OF CHAMPION THE SEDONA BRAND. AND THEN, UM, A FEW LESS HERE BECAUSE STRENGTHENED THE ORGANIZATION WASN'T REALLY A BIG THING 'CAUSE WE WEREN'T BUILDING A DEPARTMENT AT THE TIME WHEN THAT PLAN CAME OUT. BUT DEFINITELY YOU LOOK AT KIND OF THE INTERAGENCY COLLABORATION AND HOW DO WE KIND OF WORK BETTER [02:00:01] TOGETHER BEING A TENANT AND THEN, YOU KNOW, ENHANCE COMMUNITY ENGAGEMENT WITH TOURISM, UM, IS ANOTHER ONE THAT WE ALSO LOOKED AT. SO JUST WANTED TO ACKNOWLEDGE THAT WITH THE LIMITED TIME THAT WE HAVE LEFT. CAN I JUST SAY, I WANTED TO SAY THANK YOU TO ANDREW FOR ALL THE WORK YOU OBVIOUSLY DID BEFORE YOU EVEN STARTED THE JOB, SO, UM, THAT'S GREAT. I REALLY LOOK FORWARD TO GETTING TO KNOW YOU MORE AND WORKING WITH YOU MORE. IT SOUNDS LIKE YOU WERE A GREAT CHOICE. ANYTHING ELSE OVER THERE? YEAH. ANY OTHER LAST CHANCE FOR FEEDBACK? I KNOW IT'S A LOT TO GET THROUGH. IT'S A LOT TO DIGEST, UM, IN SUCH A SHORT TIME. UM, IF ANY OF YOU WANT ONE-ON-ONE CONVERSATIONS OR YOU WANNA DO A DEEP DIVE OR WE WANNA WORDSMITH TOGETHER, WE'RE HERE. I'M HERE, YOU KNOW, MAYBE I I'M HERE TOO. YOU GUYS HAVE DONE A LOT OF WORK. I MEAN, IT'S AMAZING HOW MUCH WORK'S GOTTEN DONE THIS YEAR AND EVERYTHING YOU GUYS HAVE PUT OUT. I MEAN, THAT'S, THAT'S IMPRESSIVE. IT'S REALLY NICE JOB. THANKS. AND IT'S, IT'S ALSO REALLY, UH, A, A GIFT TO SEE THE EVOLUTION OF THESE IDEAS YES. OVER THE PAST COUPLE MONTHS. SO SEEING THIS SORT OF BEING OPERATIONALIZED COME, COME TO FRUITION IS WONDERFUL. THANKS. UM, IN TERMS OF NEXT STEPS, UM, SO MY GOAL IS OVER THE NEXT MONTH, I MENTIONED IT BEFORE, IS TO KIND OF FILL OUT THE GANTT CHART. UM, AND, AND THAT'LL REALLY HELP US, UM, DETERMINE, OKAY, IS ALL OF THIS FEASIBLE? I KIND OF ALREADY DID A GUT CHECK, UM, AS I WAS PUTTING THOSE ACTION ITEMS ON THERE, BUT JUST TO, TO MAKE SURE AND DO IT AGAIN. UM, UH, AND THE GOAL IS TO HAVE A DRAFT, UM, OVER TO CITY COUNCIL, UM, AS SOON AS POSSIBLE. I THINK AUGUST IS PROBABLY NOT GONNA HAPPEN. UM, BUT MAYBE I'LL PUT IT OUT IN THE UNIVERSE AND SEE IF THAT HELPS ME MEET THE GOAL BETTER. UH, ANDREW, DID YOU HAVE, DID YOU, DO YOU FEEL LIKE YOU UNDERSTOOD WHAT RESONATED WITH PEOPLE? I KNOW THAT YOU WERE LOOKING FOR THAT TO BE ANSWERED THROUGHOUT THIS CONVERSATION. I THINK IT WAS A GOOD START. UM, I THINK IT, MAYBE THAT'S JUST SOMETHING TO THINK ABOUT WHEN YOU'RE GIVING US FEEDBACK. I THINK DEFINITELY LIKE YOU SPENDING TIME WITH THE DOCUMENT AND ADDING COMMENTS OR RED LINES, LIKE THAT'S WHEN WE DO WANT YOU TO DO WORDSMITHING FOR US. I THINK THAT'S REALLY THE BEST WAY. AND THEN I'LL SPEND TIME WITH LAUREN AND THE TEAM KIND OF AGGREGATING THAT. BUT IF THERE IS A WAY TO MAYBE, YOU KNOW, SIGNIFY SPECIFIC INITIATIVES, UM, THAT YOU'RE LIKE, THESE ARE REALLY IMPORTANT TO ME. UM, AND THAT WOULD BE ANOTHER THING. SO IT'S LOOKING AT LIKE, WHAT DO YOU WANT TO SEE CHANGED FOR THE BETTER, BUT THEN, YOU KNOW, WHAT'S MAKING YOU SAY, I REALLY LIKE THIS IDEA AND I WANT TO SEE THAT HAPPEN FOR MY COMMUNITY. OKAY. YEAH. OKAY. JUST TO ROUND IT OFF THE [6. FUTURE MEETING DATE] FUTURE MEETING DATES AND WE DON'T NEED EXECUTIVE SESSIONS. SO, UM, WE HAVE TWO THINGS TENTATIVELY SCHEDULED FOR OUR FUTURE MEETING AND THAT'S THE REVIEW THE DRAFT BRAND AND IDENTITY AND REVIEW, THE DRAFT MARKETING PLAN. THOSE ARE BOTH TENTATIVE DEPENDING ON HOW MUCH WORK WE CAN GET DONE BEFORE AUGUST. SO WE'RE GONNA BE PRESENTED WITH THE BRAND ON MONDAY. WE'RE VERY EXCITED. UM, SO HOPEFULLY THAT GIVES US ENOUGH TIME TO, TO GIVE THEM FEEDBACK. I GUESS IT JUST, IT ALL DEPENDS ON HOW THIS GOES ON MONDAY. UM, BUT OUR GOAL IS TO BRING IT TO YOU THE NEXT MONTH. SO IF THAT DOESN'T HAPPEN, LIKE IS IT POSSIBLE TO SORT OF THINK ABOUT MAYBE BRINGING IN TRANSIT AND TALKING ABOUT SIM OR SOMETHING ELSE JUST TO MAKE SURE THAT, YOU KNOW, WE DON'T NOT, I KNOW WE HAD CANCELED A FEW MEETINGS AND TOTALLY REASONABLE NO PROBLEM. BUT MAYBE MAKING SURE THAT MOVING FORWARD, JUST BRINGING IN SOME OTHER DEPARTMENT OR SOMETHING SO THAT WE BECOME MORE WELL EDUCATED OVERALL. UM, EVEN IF YOU GUYS ARE IN IT, THE TRENCHES OF SOMETHING. YEAH, LET ME, UM, LET ME WORK ON THAT. IT'LL BE A MOVING TARGET UNTIL I CAN PIN IT DOWN. UM, AND THE OTHER THING ABOUT THAT IS THAT, UM, THE SIM TEAM, YOU KNOW, THERE'S 10 PROJECTS GOING ON AT ONE TIME AND EACH OF THEM HAVE A DIFFERENT PROJECT MANAGER. AND KEEGAN AND I JOKE THAT WE BOTH KNOW, UM, A LITTLE BIT ABOUT A LOT. UM, AND SO, YOU KNOW, IF WE GO DOWN ONE LEVEL, IF WE GO DOWN TWO LEVELS, YOU KNOW, KEEGAN AND I ARE, WE'RE TAPPING OUT. UM, SO, SO IT'LL BE GOOD TO, IT'LL BE REALLY IMPORTANT TO HAVE THAT STAFF LEAD THERE IS WHAT I'M TALKING ABOUT. SO I JUST NEED TO MAKE SURE THAT LOGISTICS WORK OUT. UM, BUT I HEAR YOU. IF THAT DOESN'T WORK OUT, UM, I'LL TRY AND LINE SOMETHING ELSE UP. OKAY. ALRIGHT. UM, SO ANDREW IS YOUR NEW LEAD , AND, UM, SO YOU'RE LEAVING US, ARE YOU LEAVING US? IT'S BEEN REALLY, I SAID THAT TWICE TODAY, HAVE LONG, KEEP REPEATING THAT YOU DON'T LIKE US, [02:05:01] BUT IT'S BEEN, IT'S BEEN REALLY GREAT WORKING WITH YOU GUYS AND I'M SO EXCITED YOU ALL ARE HERE. THE FOUR PEOPLE ARE NOT HERE, THREE PEOPLE. WE LOVE YOU TOO. SO, UM, ANDREW'S GREAT AND OBVIOUSLY WE CAN'T WAIT TO, TO GET HIS FEET WET AND UH, FOR YOU GUYS TO, TO REALLY GET TO KNOW HIM. SO THANK YOU FOR ALL YOUR HARD WORK SO FAR. LET'S SAY THANKS TO KEEGAN . I'M GONNA BUY YOU A VOW NOW. . I'LL TAKE IT. OKAY. SO, SO THAT BRINGS US TO THE END, I THINK, RIGHT? YOU GUYS ARE DONE OVER THERE, . I THINK WE'RE, I THINK WE'RE DONE UP HERE AND, UH, I, I JUST WANT TO MAKE SURE I SAY A HAPPY 4TH OF JULY TO EVERYBODY. I HOPE YOU CELEBRATE TOMORROW. IT'S A 248TH ANNIVERSARY OF A GREAT GIFT OF THE ENLIGHTENMENT. THE FIRST TIME IN HUMAN HISTORY. THAT CONSENT OF THE GOVERNED WAS, UH, SOMETHING THAT WAS IMPORTANT IN A GOVERNING DOCUMENT. SO I HOPE YOU'LL REFLECT ON THAT TOMORROW WHILE YOU'RE HAVING YOUR BARBECUES OR SWIMMING PARTIES OR ALL THOSE GREAT THINGS HERE IN SEDONA. AND, UH, IF THERE'S NO FURTHER BUSINESS FROM THE BOARD, WE STAND ADJOURNED. * This transcript was created by voice-to-text technology. The transcript has not been edited for errors or omissions, it is for reference only and is not the official minutes of the meeting.