* 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. SHALL MOVE BACK TO SOUTH AFRICA. [00:00:01] OKAY. YEAH, THEY GOT DIVORCED. AND SEE SOME OF THE BASKETS. ARE THESE A COSTCO THING OR SOMETHING? READY? [1. CALL TO ORDER, PLEDGE OF ALLEGIANCE, ROLL CALL] OKAY. WE CALL THE MEETING TO ORDER. HUNDREDS. I'LL STAND UP FOR THE PLEDGE OF ALLEGIANCE. PLEDGE OF ALLEGIANCE, THE UNITED STATES, AMERICA, AND THE REPUBLIC, WHICH IT STANDS. ONE NATION UNDER GOD, INDIVISIBLE, WITH LIBERTY AND JUSTICE FOR ALL. ROLL CALL CHAIR. DAVE. PRICE, VICE CHAIR. JOHN FITZGIBBONS. HERE. ALICIA HANSON. HERE. ALTHEA JOHNSON. HERE. RICHARD KEPPEL. PRESENT. RANDY MCGRAIN. HERE. FRANCIS REAMER. HERE. BOB PIKE. HERE. RENEE TAYLOR. DANIELLE SA. CRAIG SWANSON. [2. ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF] UH, ANNOUNCEMENTS AND ANY CURRENT EVENTS FROM BOARD MEMBERS. OKAY. DOLDRUMS OF AUGUST OR NOW SEPTEMBER. , I GUESS IT IS. SEPTEMBER. THAT'S RIGHT. IT DOESN'T FEEL LIKE SEPTEMBER. ANYTHING FROM THE STAFF? WE HAD ONE UPDATE. UM, OUR, UH, SEDONA TOURISM PLAN HAS BEEN TAKEN TO COUNCIL TWO WEEKS AGO. MM-HMM. . UM, AND, UH, WE MADE AN ADJUSTMENT WITH, UM, THE VISITOR CENTER VISITOR SERVICES, UM, THAT WAS NOT SPECIFICALLY MENTIONED IN THE PLAN. AND SO WE ADDED THAT, WHICH WAS A GREAT SUGGESTION. UH, WE HAVE A FINAL VERSION THAT JUST GOT COMPLETED TODAY, AND WE'LL BE UPDATED ON THE CITY'S WEBSITE, IF NOT ALREADY, THEN, UM, BY TOMORROW. SO WE'LL SEND THAT AROUND FOR EVERYBODY SO THAT YOU HAVE THE FINAL VERSION AND WE APPRECIATE ALL YOUR COMMENTS AND FEEDBACK ON THAT. UM, IT WAS SUPER HELPFUL AND WE'RE EXCITED TO HAVE OUR 18 TO TWO YEAR, 18 MONTH TO TWO YEAR WORK PLAN DECIDED FOR US. SO, ANDREW, ANYTHING, [3. CONSENT ITEMS] UH, CONSENT ITEMS, UH, MINUTES FROM THE LAST BOARD MEETING. EVERYBODY APPROVED AND, OH, THERE WAS ONE THING MISSING FROM IT. THERE WAS NO MENTION OF, UH, THE DISCUSSION WE HAD ABOUT THE VISITOR CENTER. I THOUGHT THERE WAS, I DIDN'T SEE IT. NO, THERE WASN'T. YEAH, IT'S ON THE, IT WAS, YEAH, SEPTEMBER 4TH IT SAID VISITOR, BUT THAT'S FUTURE, RIGHT? IT WAS INCLUDED DOWN UNDER THE, UM, NUMBER FIVE REGULAR BUSINESS. BUT THERE IS AN ERROR BECAUSE IT SAYS THAT RICHARD COPEL WAS BOTH THERE AND NOT THERE. SO . SEDONA, WE TRANSCENDENT BE HERE. OUT. THERE'S MM-HMM, AND THE CAT. THE MULTI, THAT'S TRANS BOARD MEMBER. SORRY. SORRY TO GET THAT WAY ON YOU. . OH, THERE YOU GO. YEAH, IT WAS COOL. YEAH. SO WE CAN SEND OUT AN UPDATED VERSION THAT OMITS RICHARD FROM HERE. AND THEN I, I DO THINK, I THINK WE, WHOEVER MENTIONED IT, YOU KNOW, WE DO SAY GROUP DISCUSSION HERE. SO I THINK HAVING ANOTHER LINE THAT SAYS GROUP DISCUSSION ABOUT FUTURE STATE OF THE VISITOR CENTER. SO HAPPY TO, HAPPY TO ADD THAT IN. SEE, WE ACTUALLY DO READ THESE. THANK YOU. . ANY OTHER ITEMS RELATED TO THE MINUTES? COOL. ALL IN FAVOR? A MOTION OR I NEED A MOTION FIRST. SO MOVE. SECOND. SECOND. ALL APPROVE A AYE. AYE. ALL OPPOSED? ANY OPPOSED? IT PASSES. PENDING THOSE TWO EDITS UP. PENDING THOSE TWO EDITS, WE'LL DO THAT [4. PUBLIC FORUM] PUBLIC FORUM. ANY CARDS? NO CARDS TODAY. FILLING IT OUT. FILLING. OH, FILLING IT OUT. OKAY. YOU CAN FILL OUT AFTERWARDS. YEAH, YOU WANNA FILL IT OUT AFTERWARDS? UM, HI, I'M SPRING GRAFF FROM VOLUNTEER SEDONA. AND I NOTICE ON THE AGENDA TODAY THAT YOU'VE GOT FIVE D TAB INPUT ON PRIORITY BEHAVIORS. UM, AND SPEAKING WITH A COUPLE OF YOU BEFORE THE MEETING, UM, VOLUNTEER. SEDONA WOULD LOVE TO TALK ABOUT PRIORITY FAVORS WITH REGARD TO, UM, OUR VISITORS AND OUR LOCALS. UM, BUT PRIMARILY VISITORS, BECAUSE THAT'S WHAT WE'RE TALKING ABOUT. UM, WE HAVE A NEW BYLINE FOR VOLUNTEER SEDONA, AND THAT'S DON'T JUST COME TO SEDONA, COME CONNECT WITH SEDONA. AND THAT IS ABOUT HAVING PEOPLE COME AND CONNECT WITH THE LAND, CONNECT WITH OUR NONPROFITS, OUR STATE AND NATIONAL PARKS AND FORESTS, AND BE [00:05:01] PART OF THE COMMUNITY. SO IF THEY COME IN AS A FAMILY, THEY'LL WANNA COME BACK BECAUSE AS AN IMPACTFUL EXPERIENCE FROM PERSONAL EXPERIENCE, HAVING AN IMPACTFUL EXPERIENCE OF VOLUNTEERING. I MEAN, I THINK ALL OF US CAN REMEMBER OUR FIRST VOLUNTEER EXPERIENCE, OUR FIRST MEANINGFUL VOLUNTEER EXPERIENCE FOR MYSELF. IT WAS WHEN I WAS EIGHT YEARS OLD AND I STILL REMEMBER EXACTLY WHERE I WAS SITTING WHEN THIS GENTLEMAN SAID SOMETHING REALLY IMPACTFUL TO ME. AND MY MOTHER VOLUNTEERED MY WHOLE LIFE. AND SO ONE OF OUR NEW, UM, ONE OF OUR NEW PURPOSES IS TO GET THAT YOUNGER COMMUNITY. SO MAYBE GET SOME PEOPLE FROM NAU COMING DOWN TO VOLUNTEER AND COORDINATING WITH THEIR, UM, THEY HAVE A VOLUNTEER ORGANIZATION THERE AS WELL, YAVAPAI COLLEGE TO GET THEM VOLUNTEERING AS WELL AND START THAT LIFELONG, UM, COMMITMENT TO VOLUNTEERING FOR NONPROFITS AND BEING PART OF A COMMUNITY. SO THAT'S WHAT OUR NEW FOCUS IS, IS COME BE PART OF OUR COMMUNITY. AND I THINK THAT, THAT I, I'LL BE INTERESTED TO HEARING WHAT YOU HAVE TO SAY ABOUT THAT PRIORITY BEHAVIOR, BUT THAT'S A FOCUS OF OURS AND WE'D LOVE TO PARTNER AND COLLABORATE WITH YOU. UM, YOU KNOW, THE, THE CHAMBER OF COMMERCE HAD SLASH HAS A VOLUNTEERISM PAGE ON THEIR WEBSITE. IT'S DORMANT, IT'S NOT MAINTAINED, BUT THERE ARE SOME, UM, NONPROFITS LISTED THERE. WHEREAS VOLUNTEER SEDONA IS AN ACTIVELY MAINTAINED, WE ACTIVELY RECRUIT, UM, NEW GROUPS. WE ACTIVELY RECRUIT NEW NONPROFITS. AND WE'VE GOT A GROUP COMING UP FROM MICROCHIP, UM, WHICH IS A, A NEW, UM, FACILITY IN CHANDLER. WE'VE GOT A GROUP COMING UP, SO WE SEE THAT BRINGING UP PEOPLE FROM THIS. AND THEN THERE'S THE NEW TAIWAN CHIP COMPANY, AND I'M PROBABLY GETTING NEAR MY THREE MINUTES. TSMC, TSMC THAT'S GONNA HAVE 50,000 EMPLOYEES. LET'S BRING THEM UP TO VOLUNTEER UP HERE. LET'S DO HAVE THEM DO THE GROUP BUILDING, THE TEAM BUILDING EVENTS UP HERE. UM, SO THAT'S ALL I'VE GOT AND I'M, I'M LOOKING FORWARD TO WORKING WITH ALL OF YOU. AND I'LL, I'LL BE HERE EVERY MONTH. . MAY, MAY, I, MAY I ASK A QUESTION? YES. UM, I HEAR VOLUNTEER AS YOU COME HERE. IS THAT KIND OF LIKE A VOLUNTEERISM TYPE OF THING? YOU USING THAT TYPE OF PHRASE? IS THAT PROPERTY? YOU KNOW, VOLUNTEERISM HAS A, A KIND OF A MIXED REACTION BECAUSE VOLUN, THE TERM VOLUNTOURISM IS TRADITIONALLY ASSOCIATED WITH OFFSHORE, UM, UM, PROGRAMS AND TRA AND IT'S GOTTEN A BAD REP BECAUSE A LOT OF THE US TRAVEL AGENTS GO IN WITH KIND OF AN IMPERIALISTIC. UM, WE'LL SHOW YOU HOW TO DO THIS. SO WE'RE USING VOLUNTEERISM, WHICH IS A LITTLE MORE ALL INCLUSIVE TO LOCALS AND GROUPS AND VISITORS. SO WE COULD USE VOLUNTEERISM AS DOMESTIC VOLUNTEERISM, BUT, UM, WE'RE KIND OF STAYING AWAY FROM THAT WORD FOR THAT REASON AT THIS TIME. THANK YOU FOR THE CLARIFICATION. ANYBODY ELSE? THE GROUP? WAS THERE ANY OTHER QUESTIONS? I'M SORRY. NO, THANK YOU VERY MUCH. THANK YOU. [5.a. Vote on new TAB leadership ] UM, WITH DAVID'S DEPARTURE, UM, LAST WEEK, UH, WE HAVE TO VOTE ON A, THE LEADERSHIP COMMITTEE FOR THE TAB. SO WE'LL BE VOTING FOR THE NEW CHAIR AND, UM, GO FOR THERE. WE MAKE MOTION. YOU HAVE TO MAKE A MOTION AND THEN VOTE ON IT. SO MAY. YEAH, WE'VE GOT INSTRUCTIONS. LAUREN'S GONNA WALK US THROUGH THE PROCESS. SORRY. YEAH, YEAH, YEAH. DIDN'T TELL ME TO PART . I JUST FIGURED I'D GET EVERYBODY ON THE SAME PAGE OF WHAT THE PROCESS LOOKS LIKE. UM, IT IS WRITTEN UP THERE. UH, SO SOMEONE NEEDS TO MAKE A MOTION TO NOMINATE SOMEONE. UM, SOMEONE NEEDS TO SECOND THAT MOTION. THEN THERE CAN BE DISCUSSION AND THEN YOU CAN ALL TAKE A VOTE. UM, IF YOU DON'T GET A MAJORITY IN THAT VOTE, THEN YOU CAN NOMINATE THAT'S OKAY. NOMINATE ANOTHER PERSON. UM, AND TRY THAT PROCESS ALL OVER AGAIN. AND IF WE DON'T GET TO WHERE WE WANNA GO, UM, TODAY, THEN WE'LL DO IT AGAIN NEXT MONTH AND SEE IF WE GET ANOTHER PERSON VOTED IN. THE ONLY COMMENT I WANTED TO MAKE ABOUT TODAY IS WE ONLY HAVE SEVEN MEMBERS HERE. AND I, IT'S AN IMPORTANT PIECE. AND SO IS IT IMPORTANT THAT WE MAKE THAT VOTE TODAY? IF YOU ALL DECIDE THAT YOU'D PREFER TO NOT DO IT TODAY? YEAH, I'M LEAVE THAT UP TO, I'M THROWING THAT OUT ONLY BECAUSE, YOU KNOW, MAKE THAT A MOTION TO START WITH . WE DO HAVE A QUORUM IF WE NEED TO MAKE WE HAVE A QUORUM. YEAH. YES, WE DO HAVE A QUORUM. SEVEN, RIGHT? YEAH, WE NEED SIX FOR A QUORUM. WE HAVE SEVEN. I'M NOT SAYING WE DON'T HAVE A QUORUM. THAT'S NOT AT ALL WHAT I'M SAYING. YEAH, JUST SAYING APPROPRIATENESS. YEAH. OKAY. [00:10:02] UP TO YOU ALL. YOU TELL US. DOES EVERYBODY WANNA DO I'M READY TO VOTE NOW. THIS IS MIKE. I'M READY TO VOTE. I WOULD LIKE TO VOTE NOW. FINE WITH ME. AND MAY I MAKE A MOTION, PLEASE? SURE. I'D LIKE TO MAKE A MOTION TO ELECT JOHN FITZGIBBONS, OUR CURRENT, UM, ASSISTANT VICE CHAIR TO BE THE CHAIRMAN OF THIS TOURISM ADVISORY BOARD GOING FORWARD. OKAY. I SECOND THAT MOTION. OKAY. ANY DISCUSSION? ARE YOU ANXIOUS FOR THAT ROLE, ? YES, I AM. AND WHEN I FOUND OUT LAST MONDAY, , I, WHEN I, LAST MONDAY, I WAS A LITTLE LATE FOR THE STARTUP FOR THE PRET TAB MEETING AND DIDN'T REALIZE WHY THEY WERE WAITING ON ME. BUT YES, I TOLD EVERYBODY, I'M DEFINITELY IN, UM, DEFINITELY UP FOR IT AND DEFINITELY READY TO GO RUN WITH IT. SO. GREAT. KEEP GOING WITH WHAT WE'RE DOING. I THINK WE'VE, I THINK WE'VE CAME A LONG WAY AND I THINK WE'VE GOT A LOT OF THINGS WE CAN ACCOMPLISH AS A, AS A GROUP. SO, GREAT. I'M THINKING NO ONE, I MEAN, I DON'T WANNA DO IT. I'M THINKING NO ONE ELSE WANTS TO DO IT. WHO'S HERE TO OPEN UP? WELL, AND WE KNOW IT'S, I I AM HAPPY. I AM HAPPY MOVING FORWARD. I JUST THOUGHT I, WE KNOW IT'S COMING, RIGHT? IF, IF WE THAT'S RIGHT, . THERE ARE, THERE IS ANOTHER OPPORTUNITY THAT WILL BE ON THE TABLE. UM, OKAY. SO AT THAT POINT YOU ALL SHOULD VOTE. YEAH. WHAT, IN WHAT MANNER DO WE DO A VOTE? HAND VOTE. HAND VOTE. ALL IN FAVOR? ALL IN FAVOR. VOTE FOR MYSELF. OKAY, JOHN, THAT'S UNANIMOUS. SEVEN TO ZERO. ALL RIGHT. OKAY. THANK YOU EVERYONE. YEAH. THANK, THANK YOU. THANK YOU. THANK YOU JOHN. CONGRAT, CONGRATULATIONS ON YOUR PROMOTION. THAT'S RIGHT. . DON'T SPEND IT ALL. NO. GET THE WORK. GET WORK. YEAH. CAN'T SIT BACK ANYMORE. UM, SO NOW WE HAVE TO VOTE ON THE VICE CHAIR. SO ANY NOMINATIONS WHO'S NOT HERE. . SEE, NOW YOU UNDERSTAND. YEAH. TAKE ONE STEP FORWARD. GEEZ. IT'S KIND OF HARD TO, IT WOULD BE GOOD TO HAVE A WOMAN AS VICE SINCE WE HAVE A MAN AS CHAIR. BUT I'M WONDERING IF ANY WOMEN I'M LOOKING AT MY COUNTERPARTS NEXT TO ME ARE INTERESTED. UH, ARE YOU? NO, I AM NOT. NO. DUE TO TIME CONSTRAINTS IN MY CURRENT RESPONSIBILITIES, NO. I MEAN, I AM HAPPY TO HELP IN ANYWAY, SO, AND I HAVE TIME, BUT THAT DOESN'T MEAN I'M THE RIGHT PERSON FOR IT. YOU GET TO RUN THE MEETINGS. I KNOW , I DO LIKE THAT GAVEL THING, BUT THAT'S YOU. . . IS THERE ANYBODY THAT WANTS TO THROW THEIR HAT IN THE RING THAT WANTS TO STEP UP AND ACCEPT A NOMINATION FOR THAT ROLE OUT OF WHO'S HERE? EXCELLENT. GOOD WAY OF DOING IT. I DO IT. IF NOBODY ELSE IS WON . I MEAN, I WILL AS WELL, BUT I AGAIN DON'T KNOW THAT TO NOMINATE YOU. I DON'T KNOW. YOU WANNA BE NOMINATED ? I DON'T KNOW. DO I ? SURE. I THINK THERE'S A GOOD POINT OF PERSON HAVING SOME BALANCE BE. YEAH. YEAH. WE DO MEET THE WEEK BEFORE. YEAH. I MEAN REALLY, REALLY WHAT HAPPENS IS THE MONDAY BEFORE THE MEETING, A WEEK WE GO ME MEET, GO THROUGH THE AGENDA, SEE IF THERE ANY OTHER TOPICS THAT WE WANT TO ADD AFTER OUR DISCUSSIONS, UH, THROUGHOUT THE WEEK, LAST THREE WEEKS. AND THEN WE MEET FOR ABOUT AN HOUR, HOUR AND A HALF DEPENDING ON WHAT'S ON THE TOPICS. UH, FINALIZE THE AGENDA WITH, UM, ANDREW AND LAUREN. AND THEN WE SEND THE AGENDA. THEY, THEY SEND THE AGENDA OUT ON WEDNESDAY TO THE REST OF THE BOARD AND ALL THE DOCUMENTS AT THAT POINT. SO THAT'S THE ADDITIONAL COMMITMENT PLUS WHAT WE'RE DOING TODAY OF GOING TO TODAY'S MEETING, PLUS WHEN WE GO OUT IN THE COMMUNITY STUFF. SO WHAT TIME? THAT'S THE ONLY DIFFERENCE. WHAT TIME DO YOU WHAT TIME? WE CAN SHIFT IT RIGHT NOW. IT'S EITHER THREE OR 4:00 PM ON MONDAYS. OKAY. AND JUST THE ONE TIME A MONTH, THE WEEK BEFORE TAB. WHAT TIME? AND IT'S, UM, COMING VIRTUALLY IS AN OPTION. OKAY. I COULD DO THAT. NOMINATIONS MOTION . SECOND. SECOND. ALL IN FAVOR? AYE. AYE. AYE. ALRIGHT. CONGRATULATIONS. THANK YOU. THANK YOU. CONGRATULATIONS. WOW GUYS, THANKS FOR THE SUPPORT AND, UH, TRUST YOU THE, YEAH. OKAY, FINE. IT WOULD'VE BEEN BAD IF I'D BEEN DOWN THERE AT THIS POINT. YEAH. DO WE, WILL WE BE ABOARD OF 10 THEN IN THIS PROBLEM? NO. UM, WE NEED TO PUT OUT, UH, ANOTHER CALL. SO I'LL PUT OUT A PRESS RELEASE. UM, WE'LL ALSO REACH OUT TO EVERYONE WHO APPLIED PREVIOUSLY AND SAID, IF YOU WOULD LIKE TO APPLY AGAIN, PLEASE THROW YOUR NAME IN THE HAT. UM, AND THEN THAT WILL GO, UM, BEFORE IT WILL NOT BE LIKE LAST TIME. [00:15:01] IT WILL JUST BE THE, UM, MAYOR, THE VICE MAYOR, UM, AND THE CHAIR. I CAN'T REMEMBER THE VICE CHAIRS IN THAT AS WELL, BUT AT LEAST THE THREE OF THEM. AND THEY'LL DECIDE ON THE NEWEST MEMBER. OKAY. [5.b. State of Sedona tourism research update] STATE OF SEDONA TOURISM ON THE RESEARCH UPDATE. AWESOME. SO I KNOW I SPENT LAST MONTH KIND OF DOING A BREAKDOWN OF THE DATA SETS AND THEN TELLING YOU THAT WE ARE IN THE PROCESS OF UPDATING THESE REPORTS TO KIND OF BE IN ALIGNMENT WITH THE DIFFERENT DATA SETS THAT WE HAVE. UM, I WON'T GO OVER THE DATA SETS AND WE HAVE NOT HAD A FULL CHANCE TO GET THESE REPORT REPORTS UPDATED. SO THIS IS KIND OF A SMALLER PRESENTATION, BUT WE ARE MAKING GOOD PROGRESS WITH EXPANDING WHAT THIS LOOKS LIKE AND KIND OF BEING ABLE TO DO MORE STORYTELLING WITH THIS. SO JUST KIND OF BEAR WITH US. IT'S LIKE A CONSTANT BACK AND FORTH WITH THE, WITH THE RESEARCH FIRM. BUT I'M HAPPY TO KIND OF GO THROUGH WHAT, WHAT WE'VE GOT TODAY. UM, I KNOW I ALSO MENTIONED HAVING THINGS LIKE SAMPLE SIZE INCLUDED. I'VE GOT THAT LIST. WE JUST HAVEN'T GOTTEN A CHANCE TO PUT IT INTO THE REPORT YET. SO, UM, FINGERS CROSSED THAT NEXT MONTH WILL BE A MORE ROBUST RESEARCH REPORT. BUT JUST WITH THE TIME WE HAVE TODAY, UM, YOU KNOW, I WON'T READ WHAT'S ON THE LEFT THAT'S KIND OF SENT TO YOU. THAT'S KIND OF THE DISTILLATION. BUT JUST KNOW THAT, YOU KNOW, ON THE RIGHT AS A REMINDER THAT SHORT-TERM RENTAL REVENUE THAT'S IN THERE, UM, IN THIS REPORT, AND THIS IS WHAT WE'RE WORKING ON, TRYING TO ADD MORE SPACES IN THE GRAPHICS, BUT THAT, UM, SHORT-TERM RENTAL REVENUE IS NOT ALL THE SHORT-TERM REVENUE. AND THAT IS JUST TIED TO WHAT WE GET FROM THE DIRECT DATA SOURCES. IE KIND OF MORE OF THE PROPERTY MANAGERS THAT OPERATE THE TIMESHARES. UM, BUT TO KIND OF JUMP INTO THE LODGING SUMMARY, UM, WHAT YOU'RE KIND OF SEEING HERE IS THAT, YOU KNOW, OCCUPANCY IN THE HOTELS WERE DOWN AT LEAST IN SEDONA PLUS ZONE, UH, ABOUT 3%. UM, BUT REVPAR WAS DOWN BY 8.8, UM, WHICH REALLY SHOWS YOU THAT A DR WAS DRIVING THAT LOSS. BUT WE WERE EXPECTING A DR TO BE GOING DOWN. SO THAT'S DEFINITELY SOMETHING THAT WE WERE EXPECTING. SO IT'S NICE TO SEE THAT OCCUPANCY, AT LEAST IN THE SEDONA PLUS CATEGORY, WAS ONLY DOWN ABOUT 3%. BUT AS A REMINDER, THAT'S 80% OF THE ROOMS AVAILABLE. 'CAUSE NOT EVERY HOTEL REPORTS. UM, AND THEN WITH THE SHORT-TERM RENTALS, AGAIN, THIS IS STILL TIED TO THAT DIRECT TO DATA. UM, BUT YOU DO SEE THAT, YOU KNOW, IT'S, UH, A DR WENT DOWN MORE, AT LEAST IN THE SHORT TERM RENTAL EQUATION, BUT THE OCCUPANCY WAS NOT DOWN AS MUCH. UM, HERE'S WHERE YOU'RE JUST LOOKING AT HOTEL PERFORMANCE AND I THINK WHAT I WOULD TAKE AWAY FROM THIS SLIDE IS THAT, UH, SEDONA PLUS IS PERFORMING BETTER THAN THE VILLAGE OF OAK CREEK THIS SUMMER. UM, YOU'RE LOOKING AT, YOU KNOW, 8.8% DOWN IN REVPAR, BUT CLOSER TO 15% DOWN IN VILLAGE OF OAK CREEK. UM, SO IT IS INTERESTING TO SEE A BIT OF A SEGMENTATION BETWEEN THOSE TWO MARKETS. UM, SO THAT WOULD BE KIND OF MY TAKEAWAY THERE IS THAT THE CITY OF SEDONA, AND AGAIN, SEDONA PLUS DOES INCLUDE ENCHANTMENT AND WE'RE NOT REALLY ABLE TO BACK THAT OUT. SO THAT'S JUST SOMETHING TO NOTE FOR EVERYBODY. BUT, UM, IT IS INTERESTING TO SEE THAT. AND THEN ONE THING WE HAVE TALKED ABOUT RIGHT, IS REALLY LOOKING AT HOW DOES THE BOOKING PACE COMPARE TO REALITY. UM, SO JUST KIND OF A QUICK SNIPPET FOR ME ON THAT IS THAT WE WERE EXPECTING, I THINK IT'S ABOUT, YOU KNOW, BEING 10% DOWN, UM, DURING THE MONTH OF JULY, THAT WAS KIND OF WHAT WE WERE SEEING AND IT ENDED UP BEING MORE LIKE EIGHT TO 9% DOWN. SO IT'S A LITTLE BETTER THAN WHAT THE BOOKING PACING WAS SHOWING, BUT IT'S STILL NOT, YOU KNOW, A POSITIVE STORY IN THE LONG RUN. 'CAUSE WE DO SEE OURSELVES GIVE OR TAKE 10% DOWN, BUT NOT AS FAR DOWN AS THE VILLAGE. UM, HERE'S WHERE BOOKING PACE IS COMING IN IS IF YOU REMEMBER FROM LAST TIME WE WERE SHOWING SIX MONTHS OUT, I WAS ABLE TO UPDATE IT. SO NOW WE'RE JUST SHOWING FOUR MONTHS OUT, WHICH DOESN'T COMPLICATE THINGS BY LOOKING TOO FAR INTO THE FUTURE, UM, AND LOOKING AT SOME ANOMALIES. BUT YOU KNOW, WHAT YOU'RE SEEING HERE IS THAT, YOU KNOW, LOOKING OUT IN THE FUTURE, YOU KNOW, THINGS ARE DEFINITELY GETTING BRIGHTER, UM, AS WE MOVE FORWARD, AT LEAST FROM A TRANSIENT SPACE, UH, GROUPS ARE STILL DOWN. UM, THAT'S SOMETHING THAT I THINK WE ARE DEFINITELY AWARE OF. IT DOESN'T REPRESENT A HUGE AMOUNT OF THE ROOMS BOOKED IN THIS, IN THIS CATEGORY. YOU CAN KIND OF SEE IT'S LIKE 209 ROOMS VERSUS 4,000 ROOMS IN NOVEMBER. UM, SO I'LL TALK ABOUT THIS A LITTLE BIT LATER WHEN WE HAVE A, A BIT OF AN UPDATE ON THE MARKETING PLAN, BUT WE ARE MAKING SIGNIFICANT PROGRESS TOWARDS KIND OF A ESTABLISHING A STRONGER GROUP SALES AND KIND OF MEETING SALES, UM, PART OF THE DMMO WITHIN THE CITY. SO, UM, I'VE GOT SOME UPDATES ON THAT LATER. SO WE, WE ARE HOPEFUL WE'LL CONTINUE TO BRING THAT UP. BUT, UM, IT COULD ALSO BEG THE QUESTION OF, YOU KNOW, HAS, WE MAY NEVER GET BACK TO WHERE WE WERE WITH GROUPS BEFORE, JUST DUE TO SOME CHANGES. BUT, UM, I DO KNOW THAT I'M CONFIDENT THAT, OR I'M EXCITED TO KIND SHARE MORE OF OUR PROGRESS AS, AS WE PROCEED WITH KIND OF BOLSTERING OUR APPROACH. MAY I ASK YOU A QUESTION, PLEASE? YEP. IN TERMS OF THE PREVIOUS CONVERSATION ABOUT THE 10% DOWN VERSUS THE EIGHT 9%, WHICH IS WHAT YOU ACTUALLY SEEN, WOULD YOU ATTRIBUTE THAT OR CAN YOU ATTRIBUTE THAT? MAYBE IT'S A BETTER QUESTION TO LIKE, MACROECONOMIC THINGS OR CYCLICAL THINGS AND JUST ERRORS IN HOW [00:20:01] WE ARE LOOKING AT DATA GOING FORWARD, SINCE IT'S KIND OF NEW AT LOOKING AT THE DATA, WE DON'T REALLY HAVE A LOT OF TRACK RECORD. YEAH, I MEAN I, IT'S, IT'S TOUGH RICHARD. I I THINK IT'S CLOSE ENOUGH THAT IT'S NOT THAT DIFFERENT. YOU KNOW, 10 TO 10 TO 8%. SO BEING DOWN 10% ITSELF YEAH. AS A, AS A PREDICTOR. OH, THAT SIDE OF IT. YEAH. YOU SAID LIKE, UM, YOUR, YOUR IDEA VERSUS 20% OR 5%. YEP. YOU WERE LOOKING AT WHAT TYPE OF FACTORS AND WHAT YOU THINK WAS IN THE MIX. YEAH, I MEAN I, THIS IS, THIS IS PERSONAL OPINION AT THIS POINT, UM, MORE THAN ANYTHING. I MEAN LIKE, THIS IS JUST ME. I MEAN, I'VE HEARD, YOU KNOW, IN CONVERSATIONS WITH OTHER FOLKS THAT A LOT OF FOLKS ARE DOWN THIS SUMMER, WHICH SPEAKS DEFINITELY TO SOME MACRO THINGS. I DO THINK WE ARE PROPORTIONATELY LOWER THAN I'M, THAN I'M HEARING. UM, AND THAT MIGHT SPEAK TO SOME OTHER FACTORS, BUT, UM, IT'S PROBABLY, AGAIN, WE'VE BEEN, WE'VE BEEN GOING THROUGH THIS KIND OF CONTINUAL BUT EVER CHANGING PERFECT STORM EVER SINCE COVID OF, YOU KNOW, THERE WERE FACTORS IN 2020 THAT WERE PROBABLY A VARIETY OF MACRO AND KIND OF MICRO THINGS. BUT THEN THAT'S CHANGED NOW, RIGHT? I MEAN, YOU'RE LOOKING AT STIMULUS MONIES KIND OF GOING AWAY OUT OF PEOPLE'S POCKETS. YOU'RE LOOKING AT A PRESIDENTIAL CAMPAIGNS COMING UP. SO THERE'S A LITTLE BIT OF UNCERTAINTY. INFLATION'S STILL REALLY HIGH. UM, I THINK WHAT I DID ATTEND THE ARIZONA G COT, UM, EARLIER, NO, SORRY, LAST MONTH. UM, AND THERE WAS A NICE PRESENTATION FROM TOURISM ECONOMICS THERE AND WHAT AT LEAST THEY WERE SHOWING AT MORE OF A NATIONAL LEVEL IS THAT, YOU KNOW, THOSE WITH BIGGER WALLETS AND KIND OF THAT LUXURY OR SORT OF HIGH-END ECONOMY, YOU KNOW, THEY'RE STILL DEMONSTRATING AN INTEREST IN TRAVEL. BUT WHEN YOU START TO GET DOWN TO THE LOWER INCOME LEVELS, THERE'S A SIGNIFICANT RE A SIGNIFICANT DECREASE IN THEIR SORT OF INTEREST IN TRAVELING, AT LEAST FROM THE STUDY THAT WAS SHARED BY TOURISM ECONOMICS. AND, AND THAT'S WHAT THE 150,000, A HUNDRED THOUSAND LEVEL, WHEN YOU SAY? YEAH, I DON'T RECALL EXACTLY WHAT THE SEGMENTATIONS WERE, BUT IT WAS LIKE THE TOP TWO WERE NORMAL, THE BOTTOM TWO WERE, SO THERE WAS A MOMENT WE WERE TARGETING A YEAR AND A HALF AGO AT 150 AND TRYING TO, YOU KNOW, PUSH UPSCALE. SO I DIDN'T KNOW WHETHER THAT WAS FOLLOWING THROUGH OR NOT. OKAY, THANK YOU. I WOULD SAY THAT, YOU KNOW, FOR OUR CAMPAIGNS WE'RE STILL GONNA LOOK AT THE HIGHER INCOMES WITH OUR LIMITED DOLLARS WITHIN THOSE TARGET MARKETS. SO AT LEAST FROM A TOURISM CAMPAIGN STANDPOINT, WE'RE STILL THERE. BUT THE MACRO FACTORS ARE THAT SOME OF THOSE LOWER SPEND CONSUMERS ARE LESS OR MORE HESITANT TO TRAVEL. RIGHT. SO THERE ARE SOME HEADWINDS IS YOUR POINT. YEP. OKAY. MM-HMM, MAKES SENSE. I MEAN, I'M JUST, 'CAUSE ANECDOTALLY I WOULD AGREE WITH THAT. AGAIN, I'VE BEEN WALKING AROUND FOR THE ENTIRE WEEKEND OF EVERYBODY ELSE AND ASKING EVERY, EVERY BUSINESS OWNER, HOW'S IT GOING, HOW'S IT FEEL? YOU KNOW, OF COURSE WE ALL HAD THE, THE PTSD EFFECTS OF COVID COUPLE YEARS AGO. IT WAS JUST WAY TOO MUCH FOR EVERYBODY. AND, YOU KNOW, I'M ON COOK'S HILL, SO I HAVE THE ABILITY TO HAVE THE REAL TIME CARD BACKUPS PAST THE AIRPORT ROAD OR NOT IS KIND OF MY PERSONAL THING. AND IF IT'S MORE THAN THAT, IT'S ABOVE AVERAGE IF IT'S AT THAT. SO, AND WE ALL HAVE OUR MEASURES, UM, BUT IT FEELS LIKE TO YOUR POINT, THAT THERE ARE SOME HEADWINDS HERE AND WE'RE JUST GONNA HAVE TO SEE IT PLAYING THROUGH. BUT THANK YOU VERY MUCH FOR YOUR COMPLETE ANSWER. I APPRECIATE THAT. I WAS JUST ASSUMING IT WAS THE HEAT AND THAT PEOPLE DIDN'T COME BECAUSE YOU CAN'T HIKE. SO IS THAT NOT TRUE? AND IF IT IS TRUE, THEN WE SHOULD THINK ABOUT THINGS THAT PEOPLE CAN, WE CAN LURE PEOPLE HERE FOR THAT DON'T INVOLVE HEAT STROKES. YEP. NO, ABSOLUTELY. I MEAN, I THINK, YOU KNOW, THIS IS JUST, THIS IS STILL MY, THIS IS NOT MY THIRD MONTH IN, UH, IN, IN THE COMMUNITY. SO I GUESS I, I DON'T HAVE A GOOD, UH, COMPARISON SET TO HOW HOT THIS YEAR WAS COMPARED TO LAST YEAR. UM, I DO THINK THAT, YOU KNOW, THE BEAUTY IS STARGAZING IS ALWAYS SOMETHING THAT WE CAN, THAT WE CAN LEVERAGE TO PROMOTE. UM, I THINK I MENTIONED THIS LAST TIME, I DID HAVE MY FRIENDS FROM FRANCE IN TOWN EARLIER THIS MONTH, AND THERE WAS A MASSIVE MONSOON THAT CAME THROUGH. SO WE POSTED UP AND JUST LOOKED AT THE LIGHTNING. AND I THINK THAT'S, THAT IS RIGHT. THAT'S IN AND OF ITSELF A REASON TO COME UP HERE. SO I THINK, YOU KNOW, WE ARE STILL KIND OF WAITING ON WHAT THE RESULTS FROM OUR SUMMER CAMPAIGN ARE GONNA BE, THAT THAT'S GONNA BE ANOTHER AGENDA ITEM IN A FUTURE MEETING. BUT, YOU KNOW, AS WE LOOK TOWARDS THESE, YOU KNOW, WINTER AND SUMMER CAMPAIGNS, WHAT ARE THOSE KIND OF EXPERIENTIAL ELEMENTS THAT WE COULD ADD IN POTENTIALLY? SO YEAH, I'LL ADD THAT. YOU KNOW, OUR PORTFOLIO HAS A WIDE VARIETY OF HOTELS. LEISURE IS DOWN JUST ACROSS THE BOARD. SO, AND WE ARE A LEISURE MARKET, SO WE ARE EXPERIENCING IT. I HAVEN'T DONE AS OFFICIAL WALK AROUND, BUT I'VE BEEN TALKING TO A LOT OF BUSINESSES, UH, AND I USE SEDONA ARTS CENTER AS A LITTLE BAROMETER, RIGHT? RIGHT. UH, THEIR VISITOR NUMBERS, EVERYBODY'S NUMBERS ARE IN FACT DOWN. I DON'T THINK IT'S A HEAT FENCING 'CAUSE IT REALLY IS. SUMMER'S ALWAYS SLOW HERE. AND IT'S LIKE IF IT WAS FIVE DEGREES COOLER, I'D STILL BE VERY UNCOMFORTABLE TO HIKE, RIGHT? MM-HMM. . SO, UM, YEAH, I THINK IIII WOULD ALIGN MY PERSONAL OPINION WITH YOURS. I THINK THOSE ARE THE MAJOR FACTORS. COOL. AND THEN JUST QUICKLY WITH, UM, CREDIT CARD SPENDING AND WHAT I'M LOOKING AT HERE, RIGHT, IS THAT, YOU KNOW, WE WERE PROJECTING THAT 10% DOWN. WHAT WE'RE SEEING IS IT ENDED UP BEING KIND OF 7% IN CREDIT CARD SPEND. AND AGAIN, THESE AREN'T THE SAME DATA SETS. SO TO ME, TO YOU, RICHARD, THESE LOOK SIMILAR ENOUGH. [00:25:01] THERE'S NOTHING KIND OF, OF, OF, OF KIND OF NOTE HERE. BUT THEN, YOU KNOW, I THINK THE SILVER LINING IS THAT, YOU KNOW, JAN TO JUNE, UH, SPEND IS STILL UP, YOU KNOW, 17%. SO, UM, [5.c. Additional TAB input from last month’s Visitor Services discussion] COOL. SO WITH THAT, I'M GONNA HAND IT BACK OVER TO LAUREN. OKAY. SO, UM, IN THIS SECTION OF THE PRESENTATION, WE'D LIKE TO JUST TAKE SOME TIME, UM, NOW THAT WE'VE KIND OF HAD A MONTH TO THINK ABOUT, UM, WHAT WE HEARD LAST MONTH, UH, I WANNA TALK ABOUT TAB EXPECTATIONS, UM, IN LIGHT OF THE VISITOR SERVICES CONVERSATION. UM, I'LL MENTION SOME KEY TAKEAWAYS, UM, THAT WE NOTED AND THEN WE WANNA OPEN IT UP FOR DISCUSSION WITH ALL OF YOU. UM, I'M REALLY TRYING TO BE INTENTIONAL WITH THE WORD VISITOR SERVICES. UM, I WANT US NOT TO GET, UM, TOO HUNG UP ON JUST THE VISITOR CENTER. I REALLY WANT US TO THINK ABOUT, UM, VISITOR SERVICES AND, AND WHAT ALL THAT CAN ENTAIL. UM, AND THE VISITOR CENTER IS A, A PIECE OF THAT FOR SURE. UM, BUT I DO WANT US, I'VE, I'VE BEEN REALLY INTENTIONAL WITH USING THAT WORD. SO YOU'LL SEE IT THROUGHOUT HERE. UM, YOU WANNA, NO, DON'T ADVANCE. SORRY. UM, SO REGARDING THE SCHEDULE COMING UP, JUST SO THAT WE'RE ALL ON THE SAME PAGE, UM, WE'VE GOT, UH, THE OCTOBER, NOVEMBER, AND DECEMBER MEETINGS ALL KIND OF CARVED OUT TO MAKE SURE THAT WE CAN TALK ABOUT VISITOR SERVICES. UM, WE MENTIONED LAST MONTH THAT WE'LL BE, UM, STARTING TO FORMULATE SOME BUDGET CONVERSATION IN OCTOBER SO THAT WE CAN START TO PUT SOME NUMBERS ON THINGS, UM, THAT MIGHT GROUND US A LITTLE BIT. UM, AND ADDITIONALLY, UM, WE'RE LOOKING FOR ALL OF YOU FOR A RECOMMENDATION, UH, TO CITY COUNCIL BY THE END OF DECEMBER. UM, WE'RE TRYING TO THINK ABOUT THIS, UM, SO THAT WE HAVE ENOUGH TIME TO GET IT ON AN AGENDA TO PLAN PROPERLY AND THEN TO STAND ANYTHING UP. UM, THAT'S IN ADDITION TO WHAT WE'VE ALREADY GOT GOING NOW. UM, AND, UH, EVEN THOUGH THIS ISN'T REQUIRED, UH, I JUST WANNA MAKE SURE THAT IF IT WASN'T IMPLIED IN THE LAST MEETING, THAT WE ARE EXPLICIT THAT IF ANYBODY WANTS TO VOLUNTEER ADDITIONAL TIME OR RESOURCES, I DON'T MEAN FINANCIAL, I MEANT BRAINPOWER, UM, INTO HELPING US WITH SOLUTIONS MORE THAN WHAT WE JUST TALK ABOUT IN THIS MEETING. PLEASE COME TALK TO US, UM, AND WE COULD TALK ABOUT WHAT THAT LOOKS LIKE. YOU KNOW, IF YOU WERE SUPER JAZZED ON, UH, SOME COMPONENT OF VISITOR SERVICES THAT YOU THINK SHOULD BE HERE AND YOU WANTED TO GO OFF AND DO AN ADDITIONAL, UM, RESEARCH PORTION OF IT, WE WOULD BE HAPPY TO WORK WITH YOU ON THAT AND, UM, MAKE SURE THAT WE'RE DOVETAILING OUR EFFORTS AND ALL WORKING TOGETHER. SO, UH, JUST WANNA PUT THAT OUT THERE. OKAY. NOW THE NEXT SLIDE. UM, SO HERE'S SOME KEY TAKEAWAYS. UH, FROM AUGUST. UM, WE HEARD THAT WE WANNA MAKE SURE AND MAKE INFORMATION AVAILABLE DIGITALLY, UM, IN PERSON WITH THE CAPTIVE AUDIENCE, UM, LIKE HOTELS AND RESTAURANTS AND SHUTTLES AND THINGS. AND THEN ALSO PROVIDE THAT PERSONAL TOUCH, UM, WHERE WE CAN LIKE A VISITOR CENTER. AND THEN ADDITIONALLY, UM, WE HEARD THREE OTHER THINGS KIND OF START TO GEL, UM, FROM LAST MEETING. AND THAT WAS THAT, UM, YOU ALL ARE INTERESTED IN ENHANCEMENTS TO THE VISITOR CENTER, UM, THAT COULD BE MADE. I KNOW THAT'S KIND OF OPEN-ENDED, BUT, YOU KNOW, WE DID HEAR THAT YOU ALL WERE INTERESTED IN THAT, UH, THAT TECHNOLOGY SHOULD BE LOOKED INTO. UM, AND THAT WE SHOULD CONSIDER THE DECENTRAL DECENTRALIZATION, UM, OF VISITOR SERVICES. I'M THINKING OF IT AS MORE OF LIKE A HUB AND SPOKE, UM, KIND OF CONCEPT WHERE, UM, THE VISITOR CENTER, YOU KNOW, KIND OF IS THE STARTING POINT AND THEN MAYBE WE HAVE, UM, UH, ROAMING KIOSKS OR, OR MAYBE THEY'RE SET IN THE GROUND. I DON'T KNOW. UM, BUT, UH, STARTING TO THINK OF IT AS, LIKE I SAID, KIND OF THAT HUB AND AND SPOKE CONCEPT. SO WITH, I'LL LET YOU TAKE IT AWAY ON TODAY'S DISCUSSION. YEAH. SO I THINK IT WAS, UM, AT, DURING LAST MONTH'S TALK, WE JUST SAID, HEY, LET'S KEEP THIS CONVERSATION A PRIORITY. LET'S NOT JUST LET IT FLY OFF THE WAYSIDE AND TRY TO PICK IT UP IN OCTOBER. SO WE DON'T REALLY HAVE ANYTHING STRUCTURED AS FAR AS GROUP DISCUSSION, BUT WE JUST WANNA HOLD SPACE IN CASE ANY OF YOU REFLECTED AFTER THE LAST MEETING, IF YOU THOUGHT OF [00:30:01] ANYTHING THAT KIND OF RESONATED WITH YOU. JUST KIND OF, WE THREW A LOT OF INFORMATION AND HAD A LITTLE DISCUSSION. SO JUST WANT TO KIND OF THROW IT OUT THERE TO SAY IF YOU'VE GOT ANY ADDITIONAL COMMENTS, REFLECTIONS, OR QUESTIONS. AND THEN AGAIN, WE'LL HAVE A MORE DEDICATED STRUCTURED SESSION ABOUT THIS NEXT MONTH. SO OPEN FLOOR. WELL, I WANTED TO COMMENT ON, UH, I WANNA TIE THIS TO WHAT I HEARD CITY COUNCIL, WHEN YOU GUYS PRESENTED THIS DATA THERE, UM, THERE JUST SEEMS TO BE A, WELL, THERE'S TWO THINGS I HEARD IN THAT COUNCIL MEETING. ONE IS THE TAB REALLY GIVING US RECOMMENDATIONS OR ARE THEY JUST WAITING TO HEAR WHAT WE SAID? AND SO I WENT UP TO THE COUNCIL MEMBERS AFTERWARDS AND SAID, TRUST ME, WE HAVE OUR OWN IDEAS. YEAH. SO I WANNA MAKE SURE WE CAN, WE TALKED ABOUT THAT. I THINK IN OPEN FORUM, CONTINUE THAT. THE OTHER THING, THEY SEEM VERY SKEPTICAL OF A PHYSICAL VISITOR CENTER. AND I THINK, YEAH, THAT WAS MY IMPRESSION COMING OUTTA THAT COUNCIL HEARING. LIKE, YOU KNOW, THERE'S JUST SOMETHING, THERE'S JUST SO DIGITAL AND I AM, UM, A STRONG BELIEVER THAT THAT PHYSICAL LOCATION AND THAT PHYSICAL CENTER AND THOSE ACTUAL PEOPLE ARE CRITICAL TO THE WAY WE WANNA ENGAGE A VISITOR. SO WHEN YOU ASK FOR LIKE, GENERAL COMMENTS, I JUST WANT, EVEN THOUGH THAT'S COMING BACK TO THE SAME THING I WANT, AND IT'S NOT MUTUALLY EXCLUSIVE, I LOVE THAT CONCEPT, LAUREN, OF THIS HUB AND SPOKE. MM-HMM, . AND I WAS MAKING A LIST AND I LOVE THE IDEA, LET'S TALK ABOUT VISITOR SERVICES. THAT WHOLE MENTALITY THAT THE TOURISM BOARD AND THE TOURISM DEPARTMENT OF THE CITY IS FOCUSED ON THAT VISITOR EXPERIENCE, RIGHT? THAT, AND TO REALLY MAKE IT AND ENHANCE IT THAT ALLOWS, ALLOWS US NOT ONLY, UM, TO ATTRACT AND RETAIN VISITORS, BUT IT DOES ALLOW US TO AFFECT BEHAVIORS IN NO OTHER WAY. SO THOSE ARE KIND OF MY BIG GENERAL THOUGHTS ON THAT. IT'S NOT A ONE SIZE FITS ALL, IT'S ALL, BUT THAT PHYSICAL PLACE I THINK IS REALLY IMPORTANT. MIGHT I ADD, UM, UNFORTUNATELY I WASN'T HERE LAST MEETING, BUT I, AS YOU GUYS SAW, I HAD A LONG EMAIL THAT I SENT OFF TO THE ANDREW AND MYSELF ABOUT THIS BECAUSE IN LOOKING AT, FOR INSTANCE, THE VISITOR CENTER AS A, AS A POINT, UM, OF TOURISM, A POINT OF SERVICE, A POINT OF INFORMATION. I MEAN, MY ANECDOTAL BACK OF THE ENVELOPE SAYS 5% OR LESS OF OUR TOURISTS INTERACT WITH THAT. SO THE QUESTION I ASKED, I THINK IT LEADS TO THIS QUESTION, IS WHAT DO WE DO WITH THE 95% OF THE OTHER PEOPLE WHO COME TO THIS TOWN? HOW DO THEY GET THEIR INFORMATION? HOW DO WE BEST GET THE INFORMATION THEY NEED TO, AS AN EARLIER CONVERSATION ABOUT THE VOLUNTEER ORGANIZATION, TREAT OUR TOWN THE WAY WE'D LIKE 'EM TO, AND HOW DO WE DO THAT? AND HOW DO WE CRAFT THIS? BECAUSE IT'S NOT GONNA BE A PHYSICAL LOCATION. IT'S NOT. AND SO HOW DO WE, HOW DO WE, SO THE SERVICE ASPECTS CAN BE DONE, FOR EXAMPLE, THROUGH GEO-FENCING LOCATION, MOBILE PHONE PUSHES OF INFORMATION OR WHATEVER. OR IF YOU WANNA DO SOMETHING, GET ONTO A QUOTE UNQUOTE THE APP, WHICH WE HAVE MODELS OF WITH OUR TRANSPORTATION FACILITY. SO FOR ME, I WANNA FOCUS ON THE 95%, FRANKLY NOT THE 5%. 'CAUSE IF 5% HAS A LOT OF OTHER ISSUES ATTACHED TO THAT, I THINK WE CAN GIVE THE BEST INPUT AND THE BEST VALUE FROM OUR COMBINED EXPERIENCES BY FOCUSING ON ONE OF THOSE OTHER 95% SITUATIONS THAT OUR CUSTOMERS AND OUR PEOPLE WALKING THROUGH OUR SHOPS AND OUR HOTELS EXPERIENCE AND WHY WE CAN CONNECT WITH THEM AND HOW BEST TO CONNECT WITH THEM. YEAH, I MEAN THERE WAS SEVERAL THINGS PERSPECTIVE SEVERAL TALKED ABOUT IN THE LAST, YOU KNOW, I, I DO THINK HE ARE GREAT. I THINK, UM, I THINK AN APP WOULD BE FANTASTIC IF WE HAD A SATOMA APP THAT THE VISITORS KNEW ABOUT THAT TIES YOU TO THE TRANSPORTATION, ALL OF THAT STUFF. ABSOLUTELY. ALSO, RICHARD, LIKE IF WE'RE CAPTURING 5% OF OUR VISITORS AT A VISITOR CENTER, WE'RE WAY ABOVE AVERAGE. THAT'S FANTASTIC. AND THAT WAS WHAT WAS DEMONSTRATED. AND THE DATA WAS PRESENTED. OUR VISITOR CENTER IS SUBSTANTIALLY BUSIER THAN ALMOST ANY OTHER VISITOR CENTER THAT WAS IN THAT DATA SET WE LOOKED AT. BUT, BUT UNDERSTAND UPTOWN IS 20 SOME PERCENT OF OUR BUSINESS TOTAL, AND IT'S GOING DOWN RELATIVE TO THE OTHER AREAS OF CHAPEL HILL AND WEST SEDONA. SO WE'RE PUTTING ALL THIS INVESTMENT FOR JUST 20 SOME PERCENT OF OUR BUSINESSES. SO I THINK THERE'S AN IMBALANCE THERE, AND THAT'S THE REASON WHY I SAY WE GOTTA STEP BACK AND MAKE IT A LITTLE BIT BIGGER HERE. BUT IF WE DECENTRALIZE IT, THEN PEOPLE WANT, SO I'M ALSO LOOKING AT IT LIKE WHEN THAT FOREST ROW GO GARAGE GOES IN, THAT'S GONNA CAPTURE A LOT OF VISITORS. THAT'S RIGHT WHERE THE VISITOR CENTER IS, AND UPTOWN IS OUR MAIN ECONOMIC ENGINE. AND FRANKLY, THAT'S THE BEST PLACE TO HAVE VISITORS. IT'S, IT'S GOING DOWN, IT'S NOW 20%. I KNOW I DON'T 35%. I'M BE AWARE OF THAT. UM, BUT I DON'T THINK THAT'S A PERMANENT STATE, AND IT SHOULDN'T BE A PERMANENT STATE. HAVING A PLACE THAT PEOPLE RECOGNIZE AS THE CENTER OF TOWN, BE ABLE TO GATHER THEM THERE, EDUCATE THEM THERE, AND DISPERSE THEM FROM THERE, HAS A VALUE TO US. LIKE IF YOU'RE IN WEST SEDONA, LIKE WHERE IF YOU'RE, YOU KNOW, I DON'T KNOW WHERE TO PUT IT AND IT'S NOT, LIKE I SAID I WAS GONNA GO DOWN THE LIST, IT'S ALSO, UM, INFORMATION IN ALL HOTELS AND RESTAURANTS. IF WE HAD A CONSISTENT MESSAGE THAT GOT OUT THERE, UM, TRAIL HEADS, WE TALKED ABOUT, YOU KNOW, I THINK IT WAS ACTUALLY DAVID, IT WAS TALKING ABOUT LIKE HAVING PEOPLE TO GO OUT AND TRAIL HEADS AND, AND ENCOUNTER AMBASSADORS OUT ON THE STREET. YOU SEE THAT KIND OF THING ALL OVER THE PLACE. I THINK THOSE ARE ALL THE PIECES. SO I AM CONCERNED IF WE START TO, YOU KNOW, IF WE START TO MOVE AWAY [00:35:01] FROM THAT PHYSICAL LOCATION AND THAT HUB, I JUST, IT'S, IT'S SO ACTIVE. I, I I DON'T KNOW HOW, I DON'T KNOW HOW WE, I DUNNO HOW WE COMPLETELY DISPERSE IT, HAVE A COMPLETELY DECENTRALIZED APPROACH. ALSO. I'M NOT SURE THAT IT NEEDS TO BE AN EITHER OR. I THINK THAT EVERYBODY IS RIGHT HERE. UH, I, I DO THINK PERSONALLY THAT WHEN I TRAVEL, I LIKE TO HAVE A BACKUP OF SOME KIND OF PHYSICAL PLACE. IF MY PHONE'S NOT WORKING, IF I CAN'T, YOU KNOW, FIGURE OUT THE QR CODE. SO I DO, I MEAN, MAYBE I'M OLD, SO, BUT I DO LIKE A SORT OF BRICK AND MORTAR PHYSICAL PLACE. BUT ALSO I LIKE ALL OF THOSE, ALL OF THOSE OTHER WAYS OF INTERACTING, WHICH I THINK ARE IMPORTANT. SO I WOULD, I WOULD ARGUE THAT WE THINK OF AN ALL A, A MANY, A MANY OPTION SOLUTION. AND I THINK THAT'S, AND I THINK THAT'S WHERE WE LANDED AT THE END OF LAST MEETING WAS SAYING IT'S HOW WE INFLUENCE THE VISITOR BEHAVIOR IN MULTIPLE FACETS. AND WHAT'S, WHETHER IT'S THE PHYSICAL LOCATION, THE, AGAIN, USING THE SHUTTLES WE THAT ARE OUT THERE TO RESTAURANTS USE EVERYTHING WE HAVE AT OUR DISPOSAL, AGAIN, WE'LL, WE WILL END UP FIGURING OUT WHERE WE ARE ON THE MONEY LATER ON, I THINK, OR WHEN IT COMES DOWN TO THE BUDGET PIECE. BUT IT'S HOW DO WE INFLUENCE ALL THOSE PEOPLE AND HOW WE WANT THEM TO BEHAVE IN OUR COMMUNITY SO THAT WHETHER THEY'RE OUT ON TRAIL, WHETHER THEY'RE HIKING, THEY'RE ON OHVS, OR IF THEY'RE, UM, JUST SHOPPING, YOU KNOW, AND HITTING THE YARD, HOW DO WE MAKE SURE WE'RE TAPPING INTO ALL THOSE? AND I THINK IT'S GONNA BE A MULTI, I THINK IT'S GONNA BE A MULTI RUNG, UH, APPROACH, UM, AS WE GET INTO THIS. AND I THINK, UM, THEY'VE GOT IT UP THERE ON THE LIST FROM WHAT WE TALKED ABOUT LAST TIME. AND, YOU KNOW, I THINK IT'S GONNA COME DOWN TO TRY TO FIGURE OUT WHAT'S THE BEST USE OF THE MONEY, IF IT'S MORE OR LESS THAN WHAT WE HAVE RIGHT NOW. WE'LL SEE WHEN WE GET THERE. BUT AFTER OUR, OH, SORRY. NO, GO AHEAD. YEAH, AFTER OUR LAST MEETING, I DID GO AND SPEND SOME TIME WITH VICKI AT THE, UM, VISITOR CENTER. UM, I AM HOPEFUL TO, YOU KNOW, VOLUNTEER THERE OCCASIONALLY NOT GONNA BE, UM, AN EVERY WEEK KIND OF A THING. BUT I WENT BECAUSE I HAD GONE RIGHT BEFORE OUR MEETING AND, UM, YOU KNOW, I HAD SOME THOUGHTS AND I JUST WANTED TO HEAR MORE ABOUT HOW IT WAS RUN AND TALK TO SOME MORE OF THE VOLUNTEERS. AND THE PEOPLE WHO WORK THERE ARE SO PASSIONATE ABOUT IT. THEY'RE TALKING ABOUT HOW, YOU KNOW, UP TO 1500 PEOPLE CAN COME IN THERE IN ONE DAY IN A SUPER BUSY DAY. AND THAT'S A HUGE AMOUNT OF, OF CONTACT. AND ALTHOUGH THE 95% OF PEOPLE NEED TO BE REACHED IN SOME CAPACITY, IF WE IGNORE THAT HUMAN TO HUMAN CONNECTION, THAT FOR SOME PEOPLE IS SO IMPORTANT. AND ALSO WE'RE LOSING THAT, YOU KNOW, I MEAN, AS WE BECOME A MORE DIGITAL DIGITIZED, UM, WORLD, YOU DON'T HAVE SOME OF THAT INTERACTION. AND, AND THE FACT THAT WE DO AND THE FACT THAT IT'S PEOPLE WHO LIVE HERE AND HAVE, YOU KNOW, GREAT CONNECTION AND PASSION FOR IT, IT JUST SEEMS IMPERATIVE AND SEEMS THAT IT WOULD BE CRAZY TO LET SOME OF THAT GO. AND THEY HAVE A LOT OF KNOWLEDGE TOO. YOU KNOW, PEOPLE WHO, WHO, YOU'RE NOT GONNA GET THE SAME INTERACTION WITH AN AI CHATBOT THAT YOU'RE GONNA GET WITH SOMEBODY WHO YOU'RE IN FACE-TO-FACE WITH. AND WHEN I WAS IN THERE, I THINK I WAS THERE FOR AN HOUR, A LITTLE OVER AN HOUR, AND THERE WERE PEOPLE FROM FIVE DIFFERENT COUNTRIES AND SEVERAL STATES THAT CAME THROUGH JUST IN THAT SHORT AMOUNT OF TIME. SO I THINK THAT, YOU KNOW, BEING IN THAT SPACE AND RECOGNIZING THE PASSION AND, YOU KNOW, SOME OF THE, THE BEAUTY OF IT IS IMPORTANT. I DO THINK THAT IT COULD BE ENHANCED. I THINK FOR ME, THE BIGGEST THING IS THAT ENHANCEMENT TO MAKE THE COUNCIL REALIZE THAT IT'S NOT JUST THIS PLACE TO PUT OUT RACK CARDS. LIKE, UM, WHEN YOU FIRST WALK IN, YOU KNOW, I WALKED IN, I'M LIKE, OH, I WISH THERE WAS LIKE A PICTURE OF THE, OF, OF SEDONA THAT HAD, HERE'S THE, THE, UM, YOU KNOW, LAYER OF THE GRAND CANYON THAT ALIGNS WITH THIS. AND I THINK I'D MENTIONED THAT LAST MEETING. BUT, UM, WHEN I WENT IN THERE AND I TALKED TO VICKI, SHE WAS EXTREMELY RECEPTIVE TO JUST LITTLE THINGS. AND WE JUST CHATTED. YOU KNOW, I'M NOT A PROFESSIONAL VISITOR CENTERED DESIGNER BY ANY STRETCH OF THE IMAGINATION. I LOVE VISITOR CENTERS. IT'S NOT JUST A SPECIFIC DEMOGRAPHIC. I LOVE GOING IN. UM, I LIKE THE TANGIBLE, BUT I DO THINK THAT, UM, SHE WAS SAYING, OKAY, SO THE STATE PARKS ARE THE ONES THAT DO THE ANIMALS AND THE RANGER STATION IS THE ONES THAT DOES THE GEOLOGY. AND I SAID, OKAY, BUT WHY NOT HAVE A LITTLE BIT OF THE ANIMAL AND A LITTLE BIT OF THE GEOLOGY HERE TOO, TO INTRODUCE PEOPLE TO IT, WHO THEN MIGHT GO TO THOSE OTHER PLACES TO GET THE IN DEPTH THING THAT THEY'RE LOOKING FOR. SO JUST MAKING IT MORE OF A, OF AN INVITING AND INFORMATIVE SPACE THAT'S COULD BE INTERACTIVE. YOU KNOW, SHE, YOU HAD MENTIONED IN, IN, UM, ANDREW IN, IN, YOU KNOW, HAVING A, A BACKDROP OF, OF SEDONA FOR PEOPLE TO TAKE PICTURES. WELL, I SAID, WELL, YOU DON'T NEED A BACKDROP. YOU HAVE IT RIGHT HERE. JUST PUT A, SOMETHING ON THE WINDOW. MM-HMM, STAND IN FRONT OF THE WINDOW, SEDONA, ARIZONA HASHTAG THIS, WHATEVER WE WANT IT TO BE. THEY'RE IN THE VISITOR CENTER, SO WE'RE CAPTURING THEM, BUT THEY'RE GETTING THAT, YOU KNOW, INSTAGRAMABLE POST. AND I EVEN WAS TALKING TO HER AS WE HAD MENTIONED LAST MEETING ABOUT, UM, YOU KNOW, LIKE THE 3D UH, OVERHEAD VIEW [00:40:01] OF SEDONA AND THINKING MAYBE SOME SORT OF ARTIST COULD DO THAT. AND THEN SHE SAID, WELL, WHAT ABOUT 3D PRINTING? I WAS LIKE, OH YEAH, TOTALLY. LET'S 3D PRINT. SO, YOU KNOW, SOMETHING LIKE THAT THAT YOU COULD PUT OUTSIDE TOO, BECAUSE BY DRAWING PEOPLE IN AND, AND YOU KNOW, MAKING THERE BE AN ART CONNECTION, MAKING THERE BE, UM, YOU KNOW, A A A JUST A, A BETTER DRAW OF THE FULL COMMUNITY. NOT JUST, HERE'S SOME RAT CARDS, HERE'S, YOU KNOW, BECAUSE A LOT OF PEOPLE AREN'T MAKING RACK CARDS ANYMORE. UM, LET'S HAVE A RACK CARD NEXT TO A DIGITAL RACK CARD WHERE THEY CAN DO THE QR. SO THERE'S JUST A LOT OF OPPORTUNITY THAT DOES CAPTURE THE 95% BECAUSE SOMEBODY, YOU KNOW, THEY'RE LIKE, OH, I NEED, WELL JUST POP IN THERE. THERE'S A BUNCH OF QR RECORDS. YOU CAN GET ALL THE INFORMATION YOU NEED, EVEN IF THEY'RE NOT INCLINED TO TAKE THE TANGIBLE ITEMS. SO I DON'T KNOW. UM, BUT I REALLY LOVE THE IDEA YOU JUST SAID MOBILE KIOSKS, THIS IS TAKING A LEFT TURN, BUT A MOBILE KIOSK IS SOMETHING THAT COULD GO TO AN EVENT. MM-HMM. , YOU KNOW, LIKE IF YOU HAVE THE CONNECTABILITY TO CONNECT THAT, THAT, I MEAN, I THINK, SURE, YOU COULD HAVE SOME KIOSKS IN THE GROUND, BUT IF WE HAVE MORE EVENTS, WHICH, YOU KNOW, WE'VE TALKED ABOUT BEING A BENEFIT TO BRINGING OFF PEAK TOURISM, UH, VISITORS IN, THEN GET A KIOSK TO THOSE EVENTS AND, AND DRAW PEOPLE TO THE PLACES WE WANT THEM TO GO, YOU KNOW, STEWARDSHIP AND ALL OF THAT, WHICH WE'LL GET TO. BUT ANYWAY, SO YEAH, I DEFINITELY RECOMMEND IF YOU HAVE ANY INTEREST IN GOING UP THERE AND, AND JUST SPENDING A LITTLE BIT OF TIME, I THINK IT'S REALLY VALUABLE. CAN I ASK WHAT WE THINK IS THE IMPETUS FOR THE PUSHBACK AGAINST THE, I MEAN, YOU, YOU MENTIONED THE PERCENTAGES OF VISITORS, BUT IS THERE SOMETHING ELSE? BECAUSE I FELT LIKE WHEN THE VISITORS FOLKS CAME LAST TIME, THEY EXPECTED US TO BE ANTAGONISTIC. AND NOW YOU'VE SAID THAT THE COUNT, YOU'VE SAID THAT THE COUNCIL IS SOMEWHAT ANTAGONISTIC. UH, I KNOW ABOUT THE CHAMBER HISTORY, BUT I'M WONDERING IF'S THAT THINK, I THINK IT'S THE FRICTION BETWEEN THE CHAMBER AND THE CITY. MM-HMM. , I MEAN, NO, I THINK, I THINK THEY LOOK AT THE DOLLAR VALUE. I THINK THEY'RE SITTING THERE BECAUSE IT WASN'T LIKE 360 OR, OR SOMETHING LIKE THOUSAND DOLLARS. YEAH. AND SO AGAIN, I THINK IT'S THEIR JOB TO MAKE SURE THAT THAT'S MONEY'S BEING USED THE BEST FOR THE COMMUNITY. AND YOU KNOW, AS WE TALKED LAST TIME, I THINK THE, WELL IT MAY, IT'S ONLY 5% OF THE VISITORS THAT WE ARE INFLUENCING 5% OF THE VISITORS. AND WE TRY TO GET THE, THAT TOUCH POINT OF PEOPLE HOW THEY'RE DOING IT. YOU KNOW, I THINK WE, WE TALKED ABOUT IT LAST MEETING. WE TALKED ABOUT THE MOBILE KIOSK, THE QR CODES, THE TECHNO, USING THE TECHNOLOGY SIDE TO TRY TO TAP THOSE OTHER PEOPLE. AND SO, YOU KNOW, WHETHER IT STAY THE BUDGET STAYS AT 360 OR IT GOES DOWN A LITTLE BIT AND WE FUND SOME OF THIS OTHER STUFF. I MEAN, WHO KNOWS WHERE IT'S GONNA GO ONCE THE RECOMMENDATIONS COME UP. BUT, YOU KNOW, IT'S, WE HAVE TO THINK, I WHAT I TALKED ABOUT LAST TIME, I THINK IF THIS DURING THE MEETING OR AFTER THE MEETING, IT'S, WE HAVE TO PUT IT IN BUCKETS AND SAY, OKAY, HERE ARE THESE DIFFERENT THINGS AND DIFFERENT WAYS WE CAN TOUCH POINTS OF THE A HUNDRED PERCENT OF THE PEOPLE COMING IN, HOW ARE WE GONNA GET THE BIGGEST TOUCH COMING, YOU KNOW, TO TOUCH THOSE PEOPLE THAT ARE OUR VISITORS COMING IN AND, YOU KNOW, SOME, THE, THE PE THE PERSONAL SIDE TOUCH IS GONNA COST US PROBABLY A LITTLE MORE THAN THE TECHNOLOGY. THE TECHNOLOGY IS GONNA COST US MORE UPFRONT AND THEN UPDATING IT. UM, BUT YOU KNOW, HOW DO WE MAKE SURE WE DO THAT? AND THAT, AND IT'S THE, THE, UM, THE CITY COUNCIL, WHEN I'VE TALKED TO 'EM, THEY'RE THE SAME THING. IT'S THIS, THEY'RE LOOKING AT THE BIG POT OF MONEY AND SAYING, OKAY, IS THAT THE BEST USE OF TOURISM MONEY RIGHT NOW? GOOD QUESTION. AND I THINK THAT'S WHERE THEY'RE, THAT'S WHERE THEY'RE AT LEAST A COUPLE THAT I'VE TALKED TO. THAT'S WHAT THEY'VE SAID. YEAH. I THINK IF YOU, IF YOU THINK ABOUT IT, SO 300 AND WHATEVER THOUSAND IT WAS IS, REPRESENTS WHAT, 10 TO 15% OF THE TOTAL BUDGET RIGHT NOW FOR TOURISM, BUT IT'S ONLY 5% OF THE VISITORS. AND I, I, I THINK THAT'S THE MINDSET IS, YOU KNOW, NOW TO JOHN'S POINT, A PERSONAL TOUCH IS PROBABLY 10 TO A HUNDRED TIMES MORE VALUABLE THAN IMPERSONAL. BUT I THINK THEY STILL, YOU KNOW, THEY HAVE THIS, UH, I I ALSO THINK THAT WE'RE A-D-M-M-O, NOT A DMO. SO IT'S MAN, IT'S MARKETING AND MANAGEMENT. AND I THINK THE UNIQUE THING IN SEDONA, I REMEMBER PUTTING THIS ON MY APPLICATION 'CAUSE I SERVE ON ANOTHER DMO AND IT'S ALL ABOUT MARKETING. WE'RE TRYING TO GET PEOPLE TO MESA MM-HMM. , RIGHT? MARKETING IS IMPORTANT, BUT IT'S ABOUT MESSAGING. THE, THE MANAGEMENT IS, I THINK HIGHLIGHTED HERE AND IT'S A MANAGEMENT TOOL. SO WHEN YOU TALK ABOUT THE BUDGET, WHAT WE'RE REALLY TALKING ABOUT IS ALLOCATING POTENTIALLY MORE TO MANAGING THE VISITATION AS OPPOSED TO MARKETING FOR VISITATION. IT MIGHT BE A LITTLE BIT OF THAT SHIFT. UM, I ALSO, AND I SAID THIS, I THINK WHEN WE WERE DISCUSSING IT, I WOULD NOT MAKE THE VISITOR CENTER BIGGER. I WOULD MODERNIZE IT. SO THAT IS ABOUT MANAGING THE DOLLARS. LIKE IT WOULD BE NICE TO BE BIGGER, BUT HONESTLY IF WE JUST MODERNIZED IT, AND I THINK THAT'S THE INVESTMENT. THERE'S PLENTY OF SPACE THERE. THERE'S PLENTY OF SPACE. I THINK EVEN FOR THE ADDITIONAL THINGS I'M THINKING OF. AND, AND THE OTHER THING IS OUR MOST VALUABLE VISITORS ARE THE ONES THAT ARE OUT OF THEIR CARS. IF THEY'RE IN THEIR CARS, THEY'RE NOT SPENDING MONEY, THEY'RE JUST CREATING TRAFFIC. [00:45:01] AND SO UPTOWN IS THE PLACE THEY GET OUTTA THEIR CARS AND WALK. AND THAT'S WHY I THINK THAT'S A GOOD LOCATION. THAT'S BEEN A BIG EMPHASIS OF MINES. HOW DO WE GET PEOPLE OUT OF THEIR CARS AND STARTING TO WALK AND INTERACT. JUST A COUPLE COMMENTS FROM ME, UM, WOULD BE, YOU KNOW, I THINK ONE THING THAT STUCK OUT FOR ME THAT I THINK IT WAS TALKED ABOUT THE LAST MEETING WAS THAT LIKE 20% OF THE VISITORS ARE INTERNATIONAL THAT GO INTO THE VISITOR CENTER, WHICH IS LIKELY HIGHER THAN OUR PERCENTAGE OF INTERNATIONAL VISITORS. SO IT JUST SPEAKS TO, YOU KNOW, THERE'S A NEED FOR THIS IN CERTAIN VISITOR DEMOGRAPHICS, RIGHT? SO THERE'S DEFINITELY, IT MAY NOT BE FOR EVERYBODY, BUT WE HAVE AN AUDIENCE THAT IS UTILIZING IT, POTENTIALLY OUR, OUR INTERNATIONAL FOLKS. UM, I ALSO REALLY LIKE THAT, YOU KNOW, LAUREN'S REALLY BEEN PUSHING US TO THINK ABOUT THIS AT THIS UPLEVELING. SO IT'S NOT JUST VISITOR CENTER, IT'S VISITOR SERVICES, RIGHT? AND I THINK, AND ONE THING THAT CAME OUT OF THE KIMLEY HORN STUDY WAS THAT, AND THIS IS KIND OF AN APPROXIMATION, BUT I THINK IT'S NOT THAT THREE POINT SOMETHING NUMBER IN MILLIONS THAT'S VISITS. WE SAW MORE LIKE WHAT, LIKE 1.8 MILLION UNIQUE 3.31, 1.3 UNIQUE VISITORS, WHICH REALLY MEANS THAT 150,000 A YEAR IS KIND OF MORE CLOSER TO 10% OF THOSE UNIQUE VISITORS ARE MAKING IT INTO THE VISITOR CENTER. AND THEN IF YOU BREAK IT DOWN BY KIND OF THESE THREE CATEGORIES OF, YOU KNOW, LOOKING AT THIS AS A COLLECTIVE, AND LIKE, I THINK OF IT IN LIKE CONCENTRIC CIRCLES WHERE YOU'VE GOT KIND OF PASSIVE INFORMATION THAT'S AVAILABLE AT TRAILHEAD. THERE'S NO, THERE'S NO ENGAGEMENT WITH FOLKS THERE, BUT YOU'RE WALKING BY IT. MAYBE THERE'S WAY FINDING SIGNS, MAYBE THEY PICK UP A CARD SOMEWHERE. BUT THEN THERE IS A CAPTIVE AUDIENCE, WHETHER IT BE IF YOU'RE ON THE SHUTTLE, IF YOU'RE IN A RESTAURANT WAITING IN LINE, THERE'S KIND OF A MORE PERSONALIZED TOUCH THERE. AND THEN YOU LOOK AT, YOU KNOW, THE ACTUAL PERSONAL TOUCH. THERE'S THE VISITOR CENTER, THERE'S ALSO THE HOTEL CONCIERGES, THERE'S ALSO THE, YOU KNOW, FRONTLINE STAFF AT PLACES. THERE'S ALSO PARKS AND REC RANGERS. IF YOU LOOK AT ALL THOSE TOUCH POINTS, YOU KNOW, THERE IS A INFORMATION BEING SHARED TO VISITORS, IT PROBABLY REACHES A MUCH HIGHER PERCENTAGE. RIGHT? SO LOOKING AT THOSE DIFFERENT NODES, IF YOU WILL, AND LOOKING AT THAT STRATEGY IS KIND OF WHERE, AT LEAST I'VE BEEN GOING AS WE'VE BROADENED THIS CONVERSATION TO UPLEVEL IT BEYOND JUST WHAT DID WE DO WITH THE VISITOR CENTER? IT'S WHAT ARE WE DOING WITH VISITOR SERVICES? MM-HMM. . AND I THINK THOSE ARE THE THREE BUCKETS WE CAME UP WITH LAST TIME. AND I THINK, AND I THINK, I THINK THEY'RE THE RIGHT ONES. I'M NOT SURE IF ANYBODY HAS ANY OTHER ONES SINCE THE LAST MEETING, BUT, AND I DID THE SAME THING. I WENT UP THERE AND WORKED FOR ABOUT AN HOUR AND A HALF WITH DAVID WAS UP THERE AND JUST MET WITH THE STAFF. AND IT IS, IT'S, IT'S AN INTERESTING, YOU GET TO INFLUENCE A LOT OF PEOPLE'S DECISION ON HOW TO GET TO THE DIFFERENT TRAILHEADS AND UNDERSTANDING WHAT THE PHYSICAL ABILITIES OF THE PEOPLE WERE AND WHICH THEN DIRECTING 'EM TO THE RIGHT THING, RIGHT TO RIGHT TOUR, UH, RIGHT. UH, HIKING TOUR OUT THERE. SO I THINK IT'S, IT'S, IT WAS, IT WAS DEFINITELY INTERESTING AND IT ALSO GAVE ME THE IDEAS OF, OF HOW DO WE LEVERAGE IT. IE FOR THE, THE DIFFERENT OTHER TWO BUCKETS OUT THERE WHERE YOU MAY NOT GET THE PERSONAL TOUCH AND HAD TO GET THERE, GET TO THE DIFFERENT PLACES IN THE COMMUNITY. SO I'M THINKING THAT ALSO PART OF THIS CONVERSATION MIGHT BE HOW DO WE GET MORE THAN 5% OF THE VISITORS TO GO TO THE VISITOR CENTER? BECAUSE THAT'S SORT OF WHAT WE WANT. LIKE WE'RE TRYING TO CORRAL PEOPLE, RIGHT. AND LIKE GIVE THEM ALL THE SAME MESSAGE. AND SO IF WE HAD A MORE COHERENT, WHEN WE HAVE A MORE COHERENT TOURISM MESSAGE, PART OF THAT MIGHT BE TO REFER PEOPLE TO THE TOURISM CENTER FOR MORE INFORMATION ABOUT THIS OR THAT. YEAH. I MEAN LIKE, AS THE, RATHER THAN THINKING WE SHOULD CUT BACK ON SERVICES, MAYBE WE WANNA THINK IN TERMS OF HOW DO WE GET MORE DEMAND? OH, IS THAT SUPPLY DEMAND? YEAH. YEAH. MY, UM, MY THOUGHTS ON THAT, AND I THINK ABOUT HOW WE DO COMMUNICATIONS MESSAGING AT CITY HALL IS, UM, WE DO A LITTLE BIT OF EVERYTHING. UM, BECAUSE I'M NOT GOING TO RELY ON THE FACEBOOK POST REACHING SOMEONE. I'M NOT GOING TO RELY ON SOMEONE CHECKING THEIR MAIL TO ACTUALLY GET THE FLYER. RIGHT. AND SO YOU DO ALL OF THESE DIFFERENT APPROACHES, BUT IN THAT INSTANCE, I'M, I'M THE HUB AND THOSE ARE MY SPOKES. UM, AND SO IF, IF WE COULD THINK ABOUT WHETHER IT'S A DIGITAL KIOSK OR A MOBILE KIOSK OR SOMETHING LIKE THAT, WE'RE PROBABLY GOING TO HIT MORE PEOPLE IF WE, I THINK ABOUT MYSELF, RIGHT? I'M PROBABLY NOT GOING TO GO INTO A VISITOR CENTER, UM, BECAUSE I BECOME AN INTROVERT IN THAT, IN THAT INSTANCE, I WOULD LOVE TO, TO DO A DIGITAL SCREEN, BUT IT WAS STILL AN EXTENSION OF THE MESSAGE THAT THEY'RE PUTTING OUT IN THE VISITOR CENTER. AND, AND THEN WE START TO CAPTURE MORE THAN FIVE OR 10%, HOWEVER, HOWEVER WE WANNA CLASSIFY IT GOING FORWARD. I SHOULD PROBABLY KNOW THIS ANSWER, SO I APOLOGIZE, BUT WHO OWNS THE PHYSICAL SPACE CHAMBER? THE CHAMBER, THAT'S WHAT I THOUGHT. YEAH. AND THEY, THEY'RE 20% OF THE OPERATING COSTS, RIGHT? AND THE CITY IS 80. YES. THEY'RE ONLY PAYING 20%. YEAH. OKAY. I DON'T KNOW IF I WOULD CALL THAT OPERATING COSTS OR THEY'RE MORE, THERE'S MORE ON TOP OF THAT. BUT YES, THEY COME TO THE TABLE WITH 20%. WE COME [00:50:01] TO THE TABLE WITH 80. OKAY. MM-HMM. . AND I MEAN, WE'VE TALKED ABOUT THE PARKING GARAGE GOING IN AND THEY, THERE THINK, YOU KNOW, EVERYBODY WHO COMES WALKING DOWN FROM THE PARKING GARAGE IS GONNA BE KIND OF FUNNELED INTO THAT. BUT IF, LIKE YOU SAY WE'RE TALKING VISITOR SERVICES AND NOT VISITOR CENTER SEPARATE FROM THESE OTHER THINGS, THEN IF YOU'RE ON THE SHUTTLE, WHICH HAS EVENTUALLY MORE OF A TRUE GET AROUND THE CITY FEEL, THEN THEY, THEY'LL END UP AT A STOP THERE. THEY CAN CHOOSE TO GET OFF, DO VISITOR CENTER, DO UPTOWN, GET BACK ON AND CONTINUE ON. I THINK IT DEFINITELY HAS TO BE LOOKED AT IN THE LONG RUN IF WE'RE TALKING ABOUT GETTING MORE AND MORE PEOPLE IN THERE. JUST AS MORE AND MORE PEOPLE USE OUR FULL TRANSIT VISITOR SERVICE, IT'LL INNATELY LEND OR GUIDE PEOPLE TOWARDS IT, WHETHER THEY GO IN OR NOT. IT MIGHT BE WHETHER THEY'RE AN INTRO OR EXTROVERT, BUT IT WOULD AT LEAST GET THEM THERE. YEAH. AND THAT, UM, GOES INTO MY THOUGHTS OF HOW I'M STARTING TO, TO FLESH THIS OUT AS WELL, WHICH IS THAT, UM, YOU KNOW, WE HAVE THIS SEDONA SHUTTLE, WHICH IS SERVICING HUNDREDS OF THOUSANDS OF PEOPLE A YEAR. AND, UM, WE'RE PLAYING VIDEOS WE'RE, UH, AT DIFFERENT GEOLOCATIONS. UM, YOU KNOW, WHEN THEY CROSS THROUGH A CERTAIN INTERSECTION, A VIDEO COMES ON, ON BOARD AND THEY ALL HEAR IT AND LISTEN TO IT. UM, AND SO I'M THINKING ABOUT THAT AS, AS PART OF VISITOR SERVICES AS WELL. MM-HMM. AND THEN YOU START TO, TO YOUR POINT RICHARD, START TO POINT PUT TOGETHER, OKAY, WE'VE GOT 250,000 TOUCHPOINT OVER HERE ON THE SEDONA SHUTTLE. WE'VE GOT 175,000 TOUCHPOINTS WITH THE VISITOR CENTER. MAYBE WE'RE, MAYBE OUR GOAL IS TO HAVE 200,000 DIGITAL TOUCHPOINT THROUGH OUR, UM, KIOSKS. YOU KNOW, AND YOU START TO REALLY PUT TOGETHER MORE THAN MORE THAN 5%. AND I THINK THE PART THAT, THAT I'M REALLY ENCOURAGED ABOUT FOR TODAY IS THE MODEL YOU TALKED ABOUT IS NOT CALLING VISITOR CENTER, BUT SAYING VISITOR SERVICES WHEN YOU CHANGE THAT, UM, I THINK MANTLE, I THINK THAT BROADENS THE SCOPE AND I THINK I'M REALLY EXCITED ABOUT THE FACT THAT WE'RE ALL TALKING ABOUT HOW DO WE BROADEN THE SCOPE. IT'S NOT, TO YOUR POINT, FRANCE, IT'S NOT ONE OR THE OTHER, IT'S EVERYTHING. BUT IT'S THE MIXTURE TO WHAT CHAIRMAN JOHN WAS SAYING. SO IF, IF WE CAN COME UP WITH AN IDEA AND I'M GONNA VOLUNTEER MYSELF TO BE A PART OF THAT AFTER, AFTER THIS IS OVER, TO HELP YOU GUYS DIVE INTO THAT AND LOOK AT THE BEST WAYS AS I'M ON THE TECHNOLOGY SIDE WITH MY BUSINESS AS WELL. SO, UH, I THINK THIS IS A REALLY GREAT DISCUSSION AND I'D LOVE THE RECASTING IF, IF YOU CAN TAKE THE NAME OFF VISITOR CENTER ON THAT PHYSICAL BUILDING ON FOREST ROAD TO VISITOR SERVICES, THAT COULD MAKE A BIG DIFFERENCE TOO. BUT THAT'S JUST A PERSONAL OPINION. COOL. WELL THAT'S A GREAT SEGUE SO WE CAN KEEP THE AGENDA MOVING, BUT JUST TO KIND OF SET EXPECTATIONS FOR THE ROAD AHEAD. UM, AND SOME OF THIS MIGHT FLUCTUATE AS WE GET CLOSER BUT, UH, THE NEXT MEETING IN OCTOBER IS GONNA REALLY FOCUS ON REVIEWING THE CURRENT BUDGET FOR THE SEDONA VISITOR CENTER. LOOKING AT, LOOKING AT THAT. UM, AND THEN KIND OF GETTING FURTHER ALONG THIS FOCUS OF, YOU KNOW, WITHIN THESE CATEGORIES OF ENHANCEMENTS TO THE CENTER TECHNOLOGY PACKAGES, DECENTRALIZATION, LET'S START TO PRIORITIZE SOME OF THESE THINGS. SO IT'S NOT EVERYTHING, RIGHT, BECAUSE THAT'S, THAT'S NOT GONNA FLY. UM, BUT THEN WE CAN GET TO NOVEMBER BY MAYBE TAKING THOSE PRIORITY, PRIORITY THINGS AND STARTING TO PUT SOME DOLLAR SIGNS TO THEM. IT MIGHT BE A GOOD IDEA, BUT WE MIGHT NOT HAVE THE MONEY FOR IT, OR THAT'S GONNA BE ONE OF THOSE IDEAS RATHER THAN FIVE OTHER IDEAS THAT WE COULD HAVE THE, THE MONEY FOR. UM, SO JUST TRYING TO GET CLOSER TO THAT. UM, THAT MIGHT BE, AGAIN, I THINK LAUREN AND I ARE AVAILABLE TO DO SOME OF THE RESEARCH ON THIS. THIS MIGHT BE A THING THAT THE TAB COULD ASSIST WITH POTENTIALLY FOR US AS WELL, DEPENDING ON WHAT THAT LOOKS LIKE. AND THEN TRULY, THE DECEMBER MEETING IS WHEN RUBBER HITS THE ROAD. HOW DO WE GET KIND OF OUT OF THAT MEETING WITH, WITH ENOUGH TO HAVE A RECOMMENDATION OR WITH HOMEWORK TO GET US TO A RECOMMENDATION SO THAT OUR TEAM CAN MOVE FORWARD THAT WITH CITY COUNCIL. SO ANYTHING ELSE ON THAT? ANYTHING YOU NEED MORE FROM US AT THIS MOMENT? NO. I, I APPRECIATE EVERYTHING THAT EVERYBODY SAID, AND I THINK WE'RE ALL, I DON'T WANNA SAY ALL ON THE SAME PAGE, BUT YOU KNOW, I, I HEAR DON'T HAVE TO SENSE THIS ON MANY THINGS. DON'T. IT'S A DISCUSSION. YOU DON'T HAVE TO BE, OH, I, I DO HAVE ONE QUESTION, UH, MAYBE VAGUELY RELATED TO THIS. THE, UM, SCENIC PATHWAYS SIGNAGE THAT HAS BEEN INSTALLED. UM, OF THE, YOU MEAN THE STEPS? STEPS? YES. IS THAT WHAT YOU MEAN? YEAH. OKAY. UM, WHO DID THAT? HOW DID THAT COME ABOUT? UM, IS, IS THERE PERHAPS SOMETHING THERE THAT WOULD INFORM US ON WHAT WE CAN DO FOR OTHER VISITOR SERVICES? I AM STUCK ON THE LATTER PART OF THE QUESTION, SO I'LL LET THAT SIT IN MY BRAIN FOR A LITTLE BIT, UM, WHILE I ANSWER THE FIRST PART. UH, SO THAT WAS OUR, UH, PUBLIC WORKS EFFORT. UM, AND ANDY DICKEY SPECIFICALLY HAS BEEN, UH, JUST A REALLY BIG SUPPORTER OF, UH, BUILDING OUT OUR SEDONA TRAILS AND PATHWAYS SYSTEM. YEAH. [00:55:01] UH, AND SO, UH, THAT WAS AN INITIATIVE OF HIS IS TO, TO, TO START PUTTING SIGNAGE OUT THERE TO TELL PEOPLE THAT WE HAVE THESE PATHS BECAUSE SO MANY PEOPLE DON'T EVEN KNOW STILL. YEAH. NO, I MEAN, I'M, I I'VE SEEN PEOPLE STOPPING AND LOOKING AT 'EM AND YEAH. UM, ACTUALLY USING 'EM AND, UM, THEY'RE ATTRACTIVE. THEY ARE. THE INFORMATION ON 'EM IS FABULOUS. YEAH. LETS YOU KNOW WHERE THE HELL YOU ARE. YEAH. AND YOU KNOW WHERE YOU MIGHT WANNA GO . UH, IT'S JUST, IT WAS A REALLY NICE ADDITION. MM-HMM. , UH, TO THE CITY. I MEAN, AND, UM, IF WE CAN EVEN USE THAT AS AN EXAMPLE OF WHAT OTHER SERVICES, UM, YOU KNOW, THE LOCATION SERVICE. I, I THOUGHT THAT WAS JUST A GREAT IDEA. WELL EXECUTED. YEAH. THROW A BARCODE ON THAT, THEN YOU CAN HAVE IT REALLY MAPPED IN AND TRIANGULATE EVERYBODY'S INFORMATION, FOR EXAMPLE. YEAH. UM, TELL ME HOW YOU WOULD WANNA SEE THAT USED MORE ASIDE FROM THAT SUGGESTION THAT YOU JUST SAID. WELL, IF YOU PUT A QR CODE ON IT, FOR EXAMPLE MM-HMM. , ALL OF A SUDDEN THAT PULLS UP A WEBSITE. MM-HMM. . AND MAYBE THAT WEBSITE IS THE ONE THAT WE'RE TRYING TO MIMIC THE EXPERIENCE PEOPLE HAVE AT THE VISITOR CENTER. YOU SAY, IF YOU WANT TO GO TO THIS TRAIL, HOW DO YOU GET THERE FROM HERE? AND IT SAYS, HERE YOU GO AS A POSSIBILITY. RIGHT. SO AGAIN, OUR TRAIL MAPS ARE AMAZING, BUT THEY'RE NOT NECESSARILY EASILY ACCESSIBLE BY OUR VISITORS. YEAH. YEAH. CAN YOU PULL UP THE RADAR? SEE IF YOU'RE GOING TO GET HIT BY A STORM , UH, YOU KNOW, SERIOUSLY, UH, QR WE COULD DO WONDERS. IT'S A SAFETY ISSUE IN MONSU SEASON. MM-HMM. PEOPLE AREN'T USED TO THE, THE INTENSITY AND HOW FAST IT CAN CHANGE HERE. YEAH. AND THEY GET CAUGHT. YEAH. FOR EXAMPLE. [5.d. TAB input on priority behaviors to address through educational messaging] OKAY, COOL. WELL WE HAD THE APPETIZER, WE HAD THE SALAD. NOW IT'S TIME FOR THE MAIN COURSE OF THE MEETING. UM, SO TO KINDA KICK US OFF, UH, ACTUALLY I'LL KIND OF PAUSE HERE FOR A SECOND. SO AGAIN, THE SEDONA TOURISM PLAN IS IN THE PROCESS OF GETTING PUBLISHED ON THE CITY WEBSITE. THANKS AGAIN FOR YOUR INPUT ON IT. UM, I ALWAYS WANNA KIND OF GROUND LIKE WHAT WE'RE DOING BACK TO THAT PLAN. THAT'S REALLY WHY WE HAVE IT. SO ENCOURAGE RESPONSIBLE AND RESPECTFUL USE OF SEDONA THROUGHOUT THE YEAR AS ONE OF THE INITIATIVES WITHIN THE MANAGE AND STEWARD THE DESTINATION. UM, SO, UM, I'VE BEEN LOOKING THROUGH AND GOING, OKAY, WHAT ARE, YOU KNOW, INITIATIVES IN THERE THAT I'D REALLY VALUE THIS GROUP'S INPUT ON? AND THIS IS ABSOLUTELY ONE OF THEM. SO THAT'S WHY WE'RE GONNA BE SPENDING TIME ON IT TODAY. UM, SO JUST SOME BACKGROUND AND CONTEXT JUST TO KIND OF SET THE STAGE FOR, FOR WHAT WILL BE A, A GROUP DISCUSSION. UM, THERE ARE BEHAVIORS THAT WE WOULD LIKE TO SEE CHANGED IN SEDONA. UM, MANY OF THESE BEHAVIORS OCCUR DUE TO A LACK OF AWARENESS OF THEM LEADING TO A NEGATIVE OUTCOME. IT COULD BE, OH, I DIDN'T KNOW I COULD HAVE DONE THAT DIFFERENTLY. I DIDN'T KNOW THAT THAT WAS BAD. AND I THINK THAT'S WHAT WE'RE REALLY FOCUSED ON FOR THIS CONVERSATION. AND STRATEGIC EDUCATIONAL MESSAGING CAN HELP BUILD AWARENESS OF THOSE POSITIVE BEHAVIORS TO THEN ULTIMATELY REDUCE NEGATIVE OUTCOMES. THE APPROACH FOR THIS IS THAT WE REALLY WANT TO BE PRIORITIZING THE BEHAVIORS THAT WE WANT TO ADDRESS AS A DESTINATION. UM, PART OF THIS IS WE WANT TO VALIDATE THAT THESE BEHAVIORS CAN BE INFLUENCED BY STRATEGIC EDUCATIONAL MESSAGING. IF PEOPLE KNOW THAT THEY'RE DOING SOMETHING THAT'S WRONG, EDUCATION IS NOT GONNA FIX THAT. THAT REQUIRES OTHER ACTIVITIES. BUT WE'RE REALLY TARGETING THAT KINDA LACK OF AWARENESS. SO WHAT ARE THOSE EXPECTATIONS WE HAVE OF VISITORS THAT THEY JUST DON'T KNOW 'CAUSE THEY DON'T LIVE HERE? UM, AND THEN ONCE WE CAN PRIORITIZE BEHAVIORS THAT WE VALIDATED, WE CAN IMPACT CHANGE THROUGH STRATEGIC MESSAGING, WE CAN THEN GO IN THE PROCESS OF DEVELOPING MESSAGES FOR EACH BEHAVIOR THAT ALIGN THE DISTRIBUTION OF MESSAGES WITH THE TIMING OF WHEN DECISIONS ARE BEING MADE. WE WANNA MAKE SURE WE CATCH THEM AT THE RIGHT DECISION MAKING TIME. AND I'LL KIND OF GET INTO THAT HERE IN A LITTLE BIT. UM, I KNOW I MENTIONED THIS I THINK DURING MY FIRST MEETING WITH Y'ALL, BUT IT'S BEEN MY NEW FAVORITE THING IS THE THREE E'S. I GUESS IT'S A TRANSPORTATION TERM, BUT I'VE HEARD IT IN THE FOREST SERVICE. SO I DON'T REALLY KNOW WHERE IT ORIGINATED FROM , BUT IT REALLY SPEAKS TO LIKE WHAT WE ARE TALKING ABOUT AS THE ROLE OF THE TOURISM PROGRAM IS EDUCATION. AND THE WAY I CAN KIND OF BREAK THIS DOWN IS THE CITY'S DONE A PHENOMENAL JOB WITH ENGINEERING OUR TRAFFIC, RIGHT? IT'S GETTING BETTER. UM, THE ROUNDABOUTS ARE A GREAT WAY TO KIND OF ENGINEER IT. UM, BUT THEN WE MIGHT NEED TO HAVE EDUCATION ABOUT ZIP EMERGING 'CAUSE PEOPLE MIGHT NOT KNOW THAT ASPECT OF IT. MM-HMM. AND THEN IF YOU'RE PARKED ON THE STREET CAUSING INJECTION CONGESTION, YOU MIGHT GET A PARKING TICKET. AND THAT'S KIND OF THE ENFORCEMENT SIDE OF IT. SO NOT ONE LEVER OWNS ALL THREE OF THIS. THEY REALLY DO WORK IN TANDEM. AND I THINK WHAT'S WONDERFUL IS THAT, YOU KNOW, ALL THREE OF THESE ES ARE WITHIN THE CITY. UM, IT'S JUST WITH THE TOURISM PROGRAM, WE KIND OF SITU OURSELVES IN THAT KIND OF MIDDLE PIECE. AND THEN HERE'S MY FAVORITE GRAPHIC. I THINK LAUREN CALLED IT A CHEMICAL MOLECULE, BUT , , UH, THIS IS A THING THAT YOU SEE A LOT, UM, IN DIFFERENT KIND OF ASPECTS OF KIND OF ACADEMIC TOURISM OR DESTINATIONS. I THINK I MENTIONED THAT PARKS CANADA HAS A SIMILAR GRAPHIC THAT THEY USE TO KIND OF MANAGE THINGS. BUT THIS IS HOW MY BRAIN WORKS, ODDLY ENOUGH. BUT YOU'VE GOT THE INSPIRE STAGE, WHICH IS WHEN PEOPLE GET INSPIRED TO TRAVEL TO A DESTINATION, THAT THEN LEADS THEM TO BEGIN [01:00:01] TO PLAN THEIR TRIP TO THAT DESTINATION, WHICH ULTIMATELY LEADS TO A CONVERSION, AKA BOOKING, WHAT I CALL LIKE AN ANCHOR PURCHASE, WHICH CAN BE A FLIGHT, A RENTAL CAR OR A HOTEL. UM, AND THEN THEY ACTUALLY COME AND THEY ENGAGE IN A TRIP TO THE DESTINATION AND THEN THEY END UP LEAVING. AND THIS IS KIND OF WHERE WE'RE HANDS OFF AT THAT POINT AS A, AS A COLLECTION OF BUSINESSES. 'CAUSE THEN THEY'RE EITHER REFLECTING A WORD OF MOUTH REMEMBERING AND, OH, I WANNA GO ANOTHER TRIP. AND THEY GET INSPIRED. SO THE BIG THING HERE IS THAT INSPIRE IS DEFINITELY WHERE THE DM OS SIT MOST, YOU KNOW, A LOT OF OUR CAMPAIGNS ARE INSPIRE YOU TO COME TO SEDONA. AND I LOVE THAT OUR MARKETING CAMPAIGN HAS SOME STEWARDSHIP MESSAGING INCLUDED IN THAT. UM, YOU DON'T HAVE A LOT OF TIME IN THIS PHASE. IT'S TYPICALLY LIKE SEDONA TAKE CARE OF IT. SO IT'S NOT REALLY A PLACE FOR DEEPER CONTENT. THAT'S WHERE THE PLANNING SIDE COMES IN. SO SCENIC SEDONA IS A GREAT PLACE FOR THAT. PINK CHEAP TOURS IS ANOTHER EXAMPLE OF A, OF, OF A PLACE THAT PEOPLE CAN HELP PLAN THEIR TRIP ON. ANYWHERE THAT DESCRIBES WHAT THERE'S TO DO IN THE DESTINATION FITS IN THIS KIND OF PLAN STAGE WHERE PEOPLE ARE LEARNING MORE AND KIND OF GETTING THAT EXPECTATION SET WITH THEM. AND THEN YOU'VE GOT THE BOOK STAGE WHERE PRIVATE SECTOR SHOWS UP DESTINATIONS OR DMO IS KIND OF LEAVE, BUT IT COULD BE, YOU KNOW, BOOKING CONFIRMATION EMAILS. HERE'S WHAT TO BRING, HERE'S WHAT TO EXPECT THIS TIME OF YEAR. THERE'S ANOTHER PLACE THAT YOU CAN ADD IN MESSAGING. AND THEN WE JUST SPENT THE LAST 30 MINUTES TALKING ABOUT TRIP AND THE CONCEPT OF VISITOR SERVICES. WHAT ARE THOSE DIFFERENT TOUCH POINTS WITHIN THE DESTINATION THAT YOU HAVE AVAILABLE? AND THEN AGAIN, REFLECT, SHARE. AND THERE'S THE OLD IDIOM OF, YOU KNOW, YOU GOTTA THE OLD MARKETING IDIOM, YOU HAVE TO SEE SOMETHING SEVEN TIMES IN ORDER TO MAKE A PURCHASE. YOU KNOW, WE'RE TALKING ABOUT VISITOR BEHAVIOR. SO I WOULD ARGUE YOU HAVE TO SEE IT AT LEAST SEVEN TIMES. AND YOU REALLY HAVE TO THINK ABOUT IT WITHIN THE CONCEPT OF THE SEVEN TIMES, IDEALLY BEING WITHIN AT LEAST THOSE FOUR INSPIRE PLAN, BOOK, AND TRIP. AND WE HAVE A COLLECTION OF SMALL BUSINESSES THAT INTERFACE WITH VISITORS. SO NOT ONE PERSON HOLDS ALL PIECES OF THIS. UM, JUST A COUPLE EXAMPLES THOUGH THAT COME INTO LIKE ADDING IN THE TIMING OF THE MESSAGING. AND ONE OF MY FAVORITES IS MY FRIENDS OF THE FOREST SERVICE BACK IN OREGON USED TO ALWAYS TELL ME THE STORY OF THEIR AHA WAS THAT THEIR BEHAVIOR WAS INVASIVE SPECIES. THEIR MESSAGING WAS AT THE FRONT OF THE CAMPSITE, DON'T BRING IN AND OUT OF AREA WOOD. SO THEY TOLD THEM AFTER THEY'D ALREADY PACKED THEIR CAR AND WERE DRIVING INTO THE CAMPSITE. SO THERE'S A MISALIGNMENT WITH WHEN THE MESSAGE WAS DISTRIBUTED VERSUS WHEN THE DECISION RELATED TO THAT BEHAVIOR OCCURRED. UM, OTHER ONES THAT, YOU KNOW, I'VE BEEN TALKING TO FOLKS ABOUT IN THE, IN THE CITY RECENTLY HAVE BEEN, YOU KNOW, WE'RE TALKING ABOUT BRINGING ENOUGH WATER FOR YOUR HIKE AND THERE'S NOT A WATER STATION AT THE TRAILHEAD. YOU KNOW, YOU TELLING THEM AT THE TRAILHEAD IS NOT AS GOOD AS US TELLING THEM AT THE HOTEL BEFORE THEY'VE PACKED. RIGHT? I MEAN, THAT'S WHEN THAT DECISION IS BEING MADE ABOUT WHAT THEY'RE BRINGING. UM, YOU CAN LOOK AT, YOU KNOW, BE MINDFUL OF DAYLIGHT AND WEATHER. WELL THAT COULD BE PART OF THAT CONVERSATION THAT WE HAVE WITH FOLKS WHEN THEY'RE ON THE SHUTTLE TO THE TRAIL HEAD OR WHEN THEY GET TO THE SHUTTLE. I MEAN, I LOVE THE IDEA OF THE QR CODE FOR THE WEATHER, RIGHT? WE CAN SAY, BE MINDFUL, LOOK AT THAT. YOU KNOW, UM, WOULD BE THE, THE RIGHT TIME TO DO THAT BECAUSE THEY'RE NOT GONNA THINK ABOUT WHETHER THEY SHOULD TURN AROUND WHEN THEY'RE AT THE HOTEL. IT'S GONNA BE WHEN THEY GET TO THE TRAILHEAD. AND THEN, YOU KNOW, JUST THE CONCEPT OF PUBLIC TRANSIT. I THINK THERE'S AN OPPORTUNITY TO INTEGRATE THAT INTO EVERY STAGE, TO BE HONEST WITH YOU, TO GET THEM TO MAYBE NOT RENT A CAR. THEY CAN, YOU KNOW, TAKE THE, TAKE THE SHUTTLE UP FROM THE AIRPORT AND USE OUR, USE OUR TRANSIT SYSTEM, BUT THEN CON CONTINUING TO SHOW THEM HOW THEY DO THAT. SO JUST A FEW IDEAS ABOUT WHAT I MEAN WHEN I SAY ALIGN THE MESSAGE WITH WHEN THE DECISION GETS MADE. AND THEN THIS IS NOT NEW . I JUST WANNA BE PERFECTLY CLEAR ABOUT THAT. FOR US HERE IN SEDONA, THERE'S BEEN A, A, A LONG LIST OF PROGRAMS. UM, THIS IS NOT COMPREHENSIVE, BUT YOU GOT SEDONA CARES, WHICH KIND OF BECAME RESPECT RED ROCK COUNTRY. THERE'S OBVIOUSLY THE LEAVE NO TRACE MESSAGING. THE CITY'S BEEN INVESTING IN THAT. IT'S ON THE, UH, BIG, BIG BELLY SOLAR TRASH CANS THAT ARE LOCATED THROUGHOUT TOWN AS WELL AS TRAIL HEADS. THERE WAS THE BRING YOUR OWN SEDONA CAMPAIGN, WHICH I WOULD ARGUE IS ANOTHER EXAMPLE OF A BEHAVIOR MESSAGING CAMPAIGN. THERE'S TREAD LIGHTLY. UM, AND THEN THERE'S KIND OF SEARCH AND RESCUES GOT THEIR OWN. SO, UM, JUST KNOW THAT WE ARE KIND OF STANDING ON THE SHOULDERS OF GIANTS IN, IN THIS, IN THIS CONVERSATION. AND WE HAVE AN OPPORTUNITY TO KIND OF LEARN FROM THE PAST AND NOT REINVENT THE WHEEL. IT'S JUST HOW DO WE KIND OF REORGANIZE THIS AND PUT A NEW FIRE UNDERNEATH IT AND KIND OF REIGNITE THE CONVERSATION. AND I DO THINK THERE'S A BIG TIE INTO THE VISITOR'S CONVER VISITOR SERVICES CONVERSATION. I THINK WHEN WE TALK ABOUT VISITOR SERVICES AND THE WAY WE JUST DID, IT'S LOOKING AT LIKE, WHAT'S THE INFRASTRUCTURE IN PLACE? BUT I THINK, I THINK YOU WERE THE ONE THAT MENTIONED IT, WHERE IT'S LIKE ONCE WE HAVE THAT COHESIVE TOURISM MESSAGE MESSAGE, LIKE I THINK THAT THIS COULD BE GETTING US SUCCESS IN THIS SPACE GETS US CLOSER TO THAT COHESIVE MESSAGE. AND THEN, UM, I WILL TELL YOU THAT IT'S IMPORTANT THAT WE FIND THE RIGHT VOICE. UM, MY FAVORITE IS VICTOR, WHICH WAS I BELIEVE A GRAND CANYON CAMPAIGN THAT I WOULD ARGUE WAS ON THE SHOCK AND AWE FINGER WAGGING SIDE OF THE TABLE. WHICH MAYBE SHOWS YOU THE DESPERATION THAT THEY WERE GOING WITH AS A DESTINATION AT THE TIME. UM, YOU KNOW, PLEASE JUST DON'T BE LIKE VICTOR. BUT YOU KNOW, WHAT [01:05:01] WE REALLY WANT TO GET TO THOUGH IS FINDING THAT INVITING AND THAT ENCOURAGING TONE, RIGHT? WE WANT TO BRING PEOPLE INTO THE COMMUNITY, I THINK IS WHAT YOU WERE KIND OF MENTIONING BEFORE, AND KIND OF GUIDE THEM TOWARDS MAKING THAT DECISION. AND UM, ICELAND WAS KIND OF ONE OF THE FIRST DESTINATIONS IN THIS SPACE THAT WENT DOWN THE PATH OF A REALLY COHESIVE VISITOR EDUCATION. LONG STORY WITH THEM IS THEY HAD THAT VOLCANO ERUPTION THAT HAPPENED IN 2008, 2009, SHUT DOWN TOURISM. THEY WENT INTO RECESSION. THEY THEN FOUND THAT, YOU KNOW, ONCE THEY MAGNIFIED THEIR MARKETING CAMPAIGNS, CREATED THE INCENTIVES, THEY GOT OVERRUN. THEY WERE ONE OF THE FIRST KIND OF GLOBAL DESTINATIONS I REALLY EXPERIENCED. UM, WHAT ALL OF US HAVE NOW KIND OF EXPERIENCED SINCE. AND THEY'VE COME OUT WITH THESE REALLY CHEEKY VIDEOS LIKE AVOIDING HOT TUB AWKWARDNESS, BUT THEY, IT'S ALMOST LIKE A WES ANDERSON STYLE FILMS. THEY REALLY KIND OF DRAW YOU IN AND IT MAKES YOU WANT TO ENGAGE WITH THE CONTENT RATHER THAN MAYBE VICTOR, WHICH YOU WANT TO KIND OF LOOK AWAY FROM POTENTIALLY. UM, ANOTHER THING HERE TOO IS LOOKING AT, YOU KNOW, MEASURING SUCCESS. YOU KNOW, IF WE JUST STAND UP HERE TALKING ABOUT BEHAVIOR MESSAGING AND SAY, WE REACHED THESE PEOPLE. WE GOT THESE IMPRESSIONS, WE GOT THESE CLICKS, THAT DOESN'T NECESSARILY CORRELATE TO CHANGES IN BEHAVIOR. SO IT'S ONE THING I WANT TO GET SOME INPUT FROM YOU ALL ON IS HOW DO WE KINDA MEASURE BEHAVIOR CHANGE OR WHAT ARE THOSE THINGS WE WANT TO BE LOOKING AT? AND I'LL BE THE FIRST TO SAY THAT THE MEASUREMENTS FOLLOW SUIT BEHIND THE BEHAVIORS. 'CAUSE WE WANT TO BE TYING OUR MEASUREMENTS TO THE BEHAVIORS THAT WE PRIORITIZE. BUT WE'D LOVE TO, YOU JUST PLANT THE SEED. WE'RE GONNA TALK A LITTLE BIT ABOUT THAT TODAY. UM, AND THERE'S KIND OF OPERATING AT DIFFERENT LEVELS. UM, SORT OF WHEN I THINK ABOUT THIS, I DON'T KNOW HOW, HOW FAMILIAR YOU ARE WITH LIKE THEORY OF CHANGE, BUT YOU'VE GOT LIKE YOUR 10 YEAR OUTCOMES, YOUR FIVE YEAR OUTCOMES, YOUR ONE YEAR OUTCOMES. THAT'S KIND OF WHAT I MEAN BY UMBRELLA AND SPECIFIC TO SOME EXTENT WHERE WE MIGHT HAVE SEARCH AND RESCUE INSTANCES BE THIS LIKE TOP TIER DIAGNOSTIC. LIKE HOW ARE WE DOING ON THAT LEVEL? 'CAUSE THAT'S KIND OF A CULMINATION OF BEHAVIOR. AS ROBIN, OUR TEAM AND I WERE TALKING AND SEARCH AND RESCUE TENDS TO HAPPEN FROM SOMEONE MAKING THREE MISTAKES. ONE MISTAKE MIGHT NOT DO IT, BUT IF YOU START MAKING THREE MISTAKES, THAT'S WHEN YOU END UP IN KIND OF A SEARCH AND RESCUE INSTANCE. UM, BUT THEN WE MIGHT HAVE SOME SPECIFIC MEASUREMENTS THAT ARE RELATED TO, OKAY, LET'S LOOK AT USE OF THE TRANSIT SYSTEM. IT IT, IS THAT GOING UP AND CAN WE POINT TO THAT AS SHOWING SOME SORT OF SHIFT, SHIFT IN BEHAVIOR AND HAPPY TO REPORT, YOU KNOW, I DID MEET WITH THE SEARCH AND RESCUE FOLKS, UM, SO WE ARE ABLE TO TRACK THIS. UH, THAT'S SOMETHING THAT, YOU KNOW, I'M COMMITTED TO WORKING WITH THEM ON. I JUST KNOW THAT THAT 52 IS YEAR TO DATE, THAT IT'S NOT, UM, THAT'S NOT FULL FOR FULL FOR 2024, BUT TO ME THIS IS A WONDERFUL BAROMETER, RIGHT? WE DON'T HAVE THE DIRECT IMPACT ON IT. THERE'S A LOT OF THINGS THAT ARE OUTSIDE OF OUR CONTROL, BUT AT THE VERY LEAST WE DON'T WANT TO SEE THAT NUMBER GOING UP. AND IF IT DOES, WHY IS IT GOING UP? AND DOES THAT THEN SHIFT HOW WE'RE PRIORITIZING THE BEHAVIORS THAT WE WANNA ADDRESS? SO TODAY'S DISCUSSION, YOU KNOW, THIS WILL BE THE FIRST OF SEVERAL DISCUSSIONS THAT WE'RE HAVING WITH THE SEDONA COMMUNITY, NOT THE TAB. THIS IS KIND THE ONLY TIME WE'RE GONNA BE PLANNING TO TALK TO THE TAB. I'VE GOT YOU ON A LIST OF FOLKS THAT I WANNA BE CONVENING AT ANOTHER TIME THOUGH, TO KINDA GET MORE INPUT. UM, BUT WHAT WE WANT TO HEAR ABOUT THIS KIND OF TWO DIFFERENT LANES. ONE IS LET'S JUST HEAR ABOUT SOME OF THE PRIORITY BEHAVIORS THAT WE WANT TO ADDRESS THROUGH EDUCATIONAL MESSAGING. YOU KNOW, WE CAN'T DO IT ALL, UM, BUT IT MIGHT FLUCTUATE BE BEYOND TIME OF YEAR AND KIND OF PLACE, RIGHT? WE KNOW THAT SUMMER HAS ITS OWN ISSUES WITH HEAT AND SAFETY, RIGHT? SO JUST KIND OF GOING THROUGH THE PROCESS OF SAYING AS A DESTINATION, WHAT ARE THE BEHAVIORS THAT WE WANNA ADDRESS? DON'T WORRY ABOUT THE MESSAGING YET THAT, THAT KIND OF COMES AT A LATER TIME. UM, AND IT'S REALLY LOOKING AT BEHAVIORS WITHIN BEHAVIORS ON PUBLIC LANDS ARE KIND OF WITHIN OUR COMMUNITY. SO THERE'S KIND OF TWO WAYS TO LOOK AT IT. UM, ALTHOUGH SOME ARE OBVIOUSLY CROSS-CUTTING. AND THEN, UM, WOULD WELCOME, THAT'S KIND OF A SECOND PIECE OF THE CONVERSATION. INPUT ON METRICS OR MEASUREMENTS OR KIND OF BUILDING ON THIS IDEA OF, YOU KNOW, TRANSIT USAGE OR SEARCH AND RESCUE INSTANCES. THESE ARE SORT OF NEW METRICS THAT SORT OF HELP US LOOK AT THE HEALTH OF THE DESTINATION OR TO KIND OF REPORT ON DESTINATION STEWARDSHIP. SO, UH, I'LL DO THAT THING WHERE I MOVE OVER THERE NOW. COOL. SO OPEN FLOOR, BUT JUST WE'D LOVE TO KIND OF HEAR WHAT ARE KIND OF COMMON BEHAVIORS THAT YOU WOULD WANT TO SEE THE TOURISM PROGRAM AND THE COLLECTIVE INDUSTRY FOCUS THEIR ATTENTION ON ADDRESSING? COULD YOU GO BACK TO THE EARLIER SITE WITH ALL THE DIFFERENT BADGES ON IT OF THE DIFFERENT PROGRAMS THAT ARE CURRENTLY IN PLACE? THERE YOU GO. SO DO YOU HAVE A FLAVOR FOR EACH ONE OF THESE IN THE TRACTION THAT THEY'RE GETTING CURRENTLY? ASSUMING YOU HAVE SOME WAY TO MEASURE IT. I MEAN THAT'S A, AN ASSUMPTION THAT YOU MAY NOT HAVE. SO I, I'D SAY SEDONA CARES AND RESPECT RED ROCK COUNTRY ARE BOTH CHAMBER PROGRAMS. AND I WOULD SAY THAT MY UNDERSTANDING IS THAT THEY'RE RATHER DORMANT. THEY'RE, THEY'RE UP THERE, BUT THERE'S NOT ANY INVESTMENT GOING INTO THEM. THEY JUST SORT OF LIVE IN SORT OF HISTORICAL [01:10:01] CONTEXT. MM-HMM. , UM, LEAVE NO TRACE. THE CITY'S HAD A LIGHT INVESTMENT WITH IT. UM, I DO THINK THERE'S SOME MESSAGING IN THERE, BUT IT'S NOT, I DON'T THINK IT'S BROAD ENOUGH TO CAPTURE ALL THE BEHAVIORS. IT'S VERY SPECIFIC TO A CERTAIN KIND OF THREAD ON IT. UM, IT DOES HAVE SOME BRAND RECOGNITION. UM, BRING YOUR OWN. SEDONA IS A, WAS A TIME-BASED CAMPAIGN OR IS IT STILL ACTIVE? I'VE NEVER HEARD OF THAT. I HAVEN'T HEARD OF. OH, ALSO, I DON'T KNOW WHAT THAT MEANS. LOOKING AT IT, IT WAS LIKE MUG RELATED. BRING YOUR OWN MUG. BRING YOUR OWN BAG. KEGAN PROBABLY KNOWS BETTER THAN I DO. YEAH, YEAH. IT WAS A SUSTAINABILITY DEPARTMENT INITIATIVE SOME TIME AGO WHERE THEY WERE HOPING TO BRING YOUR OWN BAG, BRING YOUR OWN MUG, BRING YOUR OWN REUSABLE TUPPERWARE WHEN YOU GO OUT TO DINNER, THAT SORT OF THING. AND THEY HAD DEVELOPED THAT LOGO AND THEY STARTED DEVELOPING SOME MERCHANDISE TO GIVE AWAY AT EVENTS WHERE A SUSTAINABLE DEPARTMENT TABLE WAS FEATURED. I, I DON'T KNOW IF IT EVER GOT OFF THE GROUND TO MY KNOWLEDGE, BUT I, I DO REMEMBER HEARING ABOUT IT. I MEAN, IT'S A GOOD IDEA OF COURSE, BUT IT DOESN'T REALLY MET, DOESN'T REALLY READ THAT WAY. DECONTEXTUALIZED. YEAH. MM-HMM. AND THEN TREAD LIGHTLY IS I THINK A NATIONAL ORGANIZATION. UM, IT'S KIND OF SIMILAR TO LEAVE NO TRACE, BUT WITH SOME DIFFERENT MESSAGES. AND THEN WHEN I WAS CONNECTING WITH SEARCH AND RESCUE, I'VE GOT SOME OF THEIR PAMPHLETS AND JUST WAYS THAT THEY COMMUNICATE. YEAH. LEAVE A TRACE AND TREAD LIGHTLY. BOTH WERE PART OF THE FOREST SERVICE AND THEY GOT BROKEN OUT ON THEIR SEPARATE LIKE 15, 20 YEARS AGO AND LONGER THAN THAT AND TREAD LIGHTLY. THEY WERE TOGETHER WITH LEAVE NO TRACE. SO TREAD LIGHTLY DEALS WITH THE MOTORIZED RECREATION LEAVE NO TRACE DEALS WITH THE, THE HIKING AND THOSE TYPE OF STUFF. THE NON-MOTORIZED PIECE. SO I KNOW LEAVE NO TRACE. THERE'S A LOT OF STUFF, A LOT AROUND THE HIKING SIDE OF IT. AND THEN TREAD LIGHTLY ALL THE PROGRAMS THAT THE OHV COMMUNITY IS USING RIGHT NOW WITH THE VIDEOS AND HOW TO BEHAVE. AND THAT IS, UH, ALL RUN THROUGH THE TREAD LIGHTLY SIDE AND THAT THEY'RE BOTH ARE NATIONAL. UM, THEY BOTH HAVE A LOT OF FUNDING, UM, THAT THEY GET ACCESS TO WITH GRANTS AND STUFF LIKE THAT FOR RESTORATION AND PROJECTS. SO IF THERE'S SOMETHING THAT WE WOULD WANT TO PUT A SIGN UP OR THINGS LIKE THAT, THERE'S, THEY BOTH PROGRAMS, THEY HAVE ACCESS TO STUFF THAT WE CAN'T, YOU KNOW, AS A COMMUNITY CAN'T GET TO. SO ANDREA, I THINK YOU'RE ASKING US TO LOOK AT WHAT ARE THE PRIORITIES OF BEHAVIORS. IS THAT REALLY WHAT'S IN FRONT OF US RIGHT NOW TO DISCUSS? YEAH, SO I MEAN, IT KIND OF SEEMS LIKE CAPTAIN OBVIOUS. IT'S, IT'S THE, IT'S THE TRAILS. IT'S THE NATIVE LAND THAT IS OUR MOST FRAGILE RESOURCE. IF WE, IF WE, IF WE HARM IT, WE'VE HARMED IT FOR GENERATIONS AND IT'S WHAT BRINGS PEOPLE HERE. SO IF I WAS TALKING ABOUT PRIORITIES, I WOULD, I WOULD HAVE TO PUT THAT VERY, VERY HIGH ON THE LIST. AND ALSO SAFE HIKING. SO NOT JUST THE USE OF THE TRAIL, BUT THE WAY THAT YOU'RE USING IT, KNOWING THE WEATHER, HAVING ENOUGH WATER, HAVING A PACK. ACTUALLY, CAN I MAKE A QUICK COMMENT? UM, SO I WATCHED THE LOVE IT, LIKE A LOCAL VIDEO THAT'S ON THE WEBSITE. AND I WANTED TO SAY THAT EVERYBODY IN THAT VIDEO THAT'S ON A TRAIL SHOULD HAVE WATER AND A HAT BECAUSE THERE'S PEOPLE WITH LIKE NO HAT JUST WALKING OUT AND THIS BEAUTIFUL HOT SUN TODAY. LIKE YOU DON'T SEE ANY HOMES OR ANYTHING AROUND THEM. AND IT JUST, IT, I THINK IF OUR MESSAGING IS, HEY, BE SAFE, LIKE YEAH, IT, WE, IT'S JUST A SCREENSHOT. BUT, UM, YEAH, I THINK SHOWING WHAT WE WANT PEOPLE TO DO SHOULD BE A PRIORITY. YEAH. YEAH. WE, UM, MADE THAT WITH EXISTING CHAMBER ASSETS. OH YEAH. THAT THEY WERE GENEROUS ENOUGH TO SHARE WITH US SO WE DIDN'T HAVE TO RESHOOT ANYTHING. YEAH. JUST MOVING FORWARD THEN. UM, BUT I LIKE THE SUGGESTION, I THINK THAT TRAIL USE IS BOTH, UH, QUALITATIVE, HOW WE USE THEM AND QUANTITATIVE, HOW DO WE MANAGE THE NUMBER? YOU'VE HEARD MANY RESIDENTS TALK ABOUT RESERVATION SYSTEMS AND THINGS LIKE THAT. SO I THINK THAT THAT, THAT BEHAVIOR IS BOTH HOW DO WE MANAGE BEHAVIOR ON THE TRAILS AND HOW DO WE MANAGE THE ACCESS AND QUANTITY OF PEOPLE. AND KPIS FOR THAT COULD BE THE AMOUNT OF TRAIL GARBAGE AND OTHER THINGS THAT ARE PICKED UP. THE, YOU KNOW, WE TALKED ABOUT THE POOP FACTORS AND SUCH. I MEAN, SINCE THERE'S TONS OF IT PICKED UP. YEAH. NOT POUNDS, TONS OF IT. IT'S A BIG THING YOU CAN KEEP TRACK OF AND MONITOR IN TERMS OF BEHAVIORS AND TRAIL MAIN, I WAS THINKING THE SAME THING. IT'S BETTER ARTICULATE, BUT IT'S LIKE MAINTENANCE OF THE TRAILS, THE EASIER TO MAINTAIN, THE BETTER. I MEAN, I DON'T, SO I'M NOT SURE HOW YOU MEASURE THAT, BUT THAT'S, WE WERE PART OF TRAIL KEEPERS IS WHAT I'M SAYING BEFORE THAT HELPS MAINTAIN AND KEEPS CLEAR OF THAT STUFF. AND IF PEOPLE GO OFF TRAIL, THEN YOU KIND OF PUT THE BOULDERS OR WHATEVER TO KIND OF MINIMIZE THAT BEHAVIOR. SO THERE'S A PHYSICAL ASPECT OF THAT HARD TO KPI THAT BUT CERTAINLY SAY, YOU [01:15:01] KNOW, MAKING SURE THAT THESE TRAILS ARE SAFE AND EASILY PASSABLE, THAT THE ROCKS AREN'T LIKE A GAPS OR HOLD AFTER THE WASHOUTS AND THE MONSOONS AND GOING BACK IN AND, AND MAINTAINING THEM IS A BIG DEAL FOR SAFETY. RANDY, RANDY, THE ONLY QUESTION I HAVE IS WITH WHAT WE HAVE THERE, DEGRADATION OF TRAILS, SHOULD THAT REALLY BE NATURAL BEAUTY OR SOMETHING ALONG THOSE LINES? BECAUSE KIND OF WHAT I TRAILS TO ME IT'S ALREADY DEFINED AND IF THEY START GOING OFF TRAIL, WE, WE WE NOT ADDRESSED IT THERE. YEAH. THANKS. THAT'S WHAT I WAS TRYING TO SAY. SO YEAH. AND I WAS GONNA JUST ASK FOR SOME CLARIFICATIONS ON LIKE WHAT ARE THE, THE OUTPUTS OF THE BE LIKE WE WE'RE TALKING ABOUT LIKE ONE THING, BUT LIKE WHAT LEADS TO THAT I GUESS IS WHAT I'M ASKING. LIKE, YOU KNOW, I THINK SOMETHING THAT SEEMS SORT OF OBVIOUS IN SEDONA IS THAT WE HAVE THE, WE, WE HAVE A SORT OF SPIRITUAL QUALITY THAT GOES ALONG WITH THE TRAILS AND THE RED ROCKS. WE'VE GOT THE VORTEX, VOR VORTEXES AND UM, WE HAVE THE SPIRITUAL COMMUNITY. AND I MEAN, EVEN IF YOU'RE NOT INTO ANY OF THOSE THINGS, IF YOU'RE JUST A HIKER, THERE'S A SENSE THAT THERE'S SOMETHING SPIRITUAL ABOUT THE MAJESTY OF THE PLACE. AND SO FOR ME, I SORT OF SEE MESSAGING AS THE, UH, I'VE MENTIONED THIS BEFORE, THE OPPOSITE OF LAS VEGAS MESSAGING, RIGHT? IT'S, WHICH IS LIKE WHAT HAPPENS IN LAS VEGAS STAYS IN WHAT HAP IN LAS VEGAS AND YOU SHOULD BE AS WILD AS POSSIBLE. LIKE HERE IT SEEMS LIKE WE WANT THE OPPOSITE MESSAGE THAT THIS IS A PLACE WHERE WE CAN PRACTICE DEEP RESPECT FOR THE EARTH AND YOU KNOW, FOR THE PEOPLE WHO LIVE HERE TOO, RIGHT? BECAUSE THAT'S PART OF THE PROBLEM WITH ALL THE SHORT TERM RENTALS, THAT THEY'RE TOO NOISY PEOPLE ARE HAVING, HAVING PARTIES THAT WE DON'T LIKE. SO THERE'S SORT OF LIKE, YOU GET THE OPPORTUNITY TO PRACTICE RESPECTFUL ENGAGEMENT WHEN YOU COME HERE. I DON'T KNOW WHAT THE MARKETING TERMS ARE, BUT SOMETHING THAT SORT OF ENCOMPASSES BOTH THE, THE TRAILS, THE COM LIFE AND LIVING IN COMMUNITY. AND THEN ALSO YOU LIKE RESPECT ANDREW. YOU'RE ASKING LIKE WHAT, WHAT LEADS TO IT? IT'S LIKE SOCIAL TRAILS, IS IT LIKE THROWING TRASH? RIGHT. AND I MEAN, SO WHEN I WAS, UM, WHAT LEADS TO IT IS A LACK OF EDUCATION. I WAS THINKING LIKE I HAD LEARNED THIS ON A PINK JEEP, YOU KNOW, UNDERSTANDING KIND OF, AND I CAN'T REMEMBER THE TERM FOR IT, THAT FRAGILE COVERING ON, ON THE GROUND. MM-HMM. OH, CROSS THAT IF YOU CRYPTO TOY IF CUT. YEAH. IF YOU DISTURB THAT YOU, AND LIKE ONCE I KNEW THAT ONCE THAT WAS EMBEDDED IN ME, I, I MEAN I DON'T STEP OFF THE TRAILS ANYWAY, BUT LIKE I WOULDN'T EVEN, I, THAT'S A PRETTY ROCK. I'LL TAKE A PICTURE OF THAT FLOWER. I'M LIKE, DON'T, YOU DON'T UNDERSTAND. IT SEEMS LIKE NOTHING, BUT YOU'RE REALLY DAMAGING THIS FRAGILE ECOSYSTEM. SO, UM, SO I DON'T KNOW IF THAT HELPS ANSWER. YEAH. SOMETHING ONE COMPLEX. CAN I ASK YOU, ANDREW, WHAT, CAN YOU GIVE US AN EXAMPLE OF SOME BEHAVIORS THAT YOU HAVE IN MIND THAT YOU WOULD WANT ON THIS LIST JUST TO KIND OF, YOU KNOW, GUIDE THAT? YEAH, TOTALLY. WE'RE GIVING YOU WHAT YOU WANT. TOTALLY. I DIDN'T WANNA LEAD YOU ALL TOO MUCH, BUT I KNOW, BUT I'M . YEAH, I MEAN IT COULD BE, I MEAN I THINK WE TALKED ABOUT THIS DURING ONE OF THE FIRST HAPPENINGS IT'S VEHICLE CONGESTION. YEAH. IS, I MEAN WE'RE, THAT'S A BEHAVIOR IS SORT OF UTILIZING PASSENGER VEHICLES DURING TIMES OF THE DAY. SO, YOU KNOW, WE'VE BEEN TALKING A LOT ABOUT THE PUBLIC LAND SIDE OF IT, BUT WHEN IT'S IN THE COMMUNITY IT'S REALLY, YOU KNOW, TAKE PUBLIC TRANSIT OR, YOU KNOW, TRAVEL WITH INCIDENT WITHOUT A CAR WOULD BE SORT OF LIKE, NOW I'M GETTING KIND OF MESSAGING SIDE OF IT, BUT SAYING AVOID PASSENGER VEHICLES. RIGHT? AND LIKE, AND I THINK A LOT OF IT IS PEOPLE JUST DON'T KNOW THAT THERE'S A OPTIONS OR THAT THERE'S TIMES OF THE DAY THAT ARE BETTER THAN OTHERS. SO, MM-HMM. TO ME THAT KIND OF GETS US INTO THE PLACE OF, OF KIND OF THAT ONE. UM, YOU KNOW, THERE COULD BE A BEHAVIOR RELATED TO, YOU KNOW, NOT GOING AND SPENDING ENOUGH MONEY DOWNTOWN, RIGHT. THAT, OR SORRY UPTOWN. UM, BUT THIS WHOLE CONCEPT OF YEAH, I KNOW. UM, BUT YOU KNOW, BASICALLY LIKE THAT COULD BE ONE IT'S LOOKING AT THAT'S A BEHAVIOR WE MIGHT WANT TO SEE CHANGED. UM, I DON'T KNOW IF THAT WOULD BE PRIORITIZED, BUT THAT COULD BE BASICALLY ANOTHER ONE. UM, YOU COULD START LOOKING AT THINGS ACTIVITY SPECIFIC, WHICH IS SORT OF GETTING US DOWN A MORE GRANULAR APPROACH, WHICH I DON'T NECESSARILY THINK IS A BAD THING, RIGHT? MM-HMM , WE ARE A DARK SKY COMMUNITY. WE COULD ALSO EDUCATE PEOPLE ON HOW TO PROTECT THE NIGHT SKY, WHICH COULD BE A BEHAVIOR, IF THAT'S AN ISSUE THAT WE WANT TO BE PRIORITIZING OR INTEGRATING, WE'LL PROBABLY DO THAT ANYWAY. AND IF WE DO LIKE A DARK SKY ITINERARY PROMOTION, BUT LOOKING AT MORE OF LIKE, AND I SHOULD HAVE SAID THIS EARLIER, BUT I THOUGHT, I GUESS I THOUGHT IT WAS IMPLIED BUT I DIDN'T SAY IT. WHERE THE OUTPUT OF THIS IS THAT ALWAYS ON EDUCATIONAL CAMPAIGN THAT WE WANT TO DO. RIGHT? AND THAT'S KIND OF WHERE WE'RE, IS BANGING THE DRUM AS MUCH AS WE CAN OF, YOU KNOW, STEWARDSHIP. BUT WE CAN'T JUST SAY WE ARE STEWARDSHIP AND SO CAN YOU, UM, WE NEED TO BE GUIDING THEM ON WHAT IT MEANS TO BE ENGAGING IN MORE POSITIVE BEHAVIORS. 'CAUSE THAT'S REALLY THE MEAT OF WHAT A CAMPAIGN WOULD BE. MAY I ASK A QUESTION ABOUT, 'CAUSE YOU MADE A REALLY GOOD POINT ABOUT IT'S ALL GONNA END UP IN TERMS OF EDUCATION. SO THERE'S, FROM OUR ASPECT TO, TO RANDY'S POINT, THERE'S A DM AND THEN THERE'S AN MO PIECE, RIGHT? SO FROM YOUR EXPERIENCE IN OTHER PLACES, IS THERE A RATIO OF OUT NO. OUT INBOUND. I'M TRYING IN MARKET EDUCATION VERSUS EDUCATION PRIOR TO PEOPLE COMING HERE TO GIVE THEM SORT OF PRE-WARNING OF LIKE, THIS IS HOW WE EXPECT. AND SOME OF THESE THINGS [01:20:01] THAT WERE DONE BEFORE THROUGH THE CHAMBER. AND THEY'VE DONE A LOT OF WORK ON THAT TO KIND OF PUT THE SEEDS IN PLACE WERE INTENDED TO, TO PRIME THE TYPE OF PEOPLE WE WANTED TO COME HERE AND SAY, LOOK, THIS IS OUR EXPECTATIONS. GREAT, FINE. AND THEN WHEN WE COME HERE, WE'RE TRYING TO REINFORCE THOSE EXPECTATIONS WITH OTHER FORMS OF COMMUNICATION. SO IS THERE A RATIO IN YOUR MIND OR A TECHNIQUE OR A, A MODEL THAT YOU USE? IT SORT OF FLUCTUATES AS YOU MOVE THROUGH THE LIFECYCLE, RIGHT? RIGHT. BECAUSE YOU'RE GONNA BE MORE ON THE, THE MARKETING M AND THAT INSPIRE AND PLAN STAGE AND FRANKLY THE BOOKING STAGE AS WELL. BUT AS YOU MOVE FURTHER AROUND, THE RATIO GETS MORE MANAGEMENT AND KIND OF LESS MARKETING OF COURSE WOULD BE THE WAY THAT I WOULD THINK ABOUT IT. AND THEN ONCE IT'S TRIP, IT'S MOSTLY ENTIRELY KIND OF MANAGEMENT. AND THEN IT KNOW, I, I DON'T TRULY, I DON'T WANT TO ANSWER A QUESTION AROUND KIND OF BUDGET PROPORTIONS BECAUSE I JUST DON'T THINK THAT'S, AND I, I DON'T EVEN KNOW IF THAT'S WHAT YOU'RE ASKING, BUT WHAT I WILL SAY IS THAT, YOU KNOW, AS YOU MOVE THROUGH, IT'S LESS AND LESS THE TOURISM PROGRAM BUDGET. IT STARTS TO BECOME THE COLLECTIVE WORK OF ALL THE DIFFERENT BUSINESSES AND KIND OF THE DESTINATION. SO, YOU KNOW, YOU WOULD LIKE, TYPICALLY YOU WOULD SEE A LOWER INVESTMENT, BUT I DON'T THINK THAT'S GONNA BE US, FOR EXAMPLE. YEAH. BUT I THINK FROM MY PERSONAL PERSPECTIVE, BEING A BUSINESS OWNER HERE IN SEDONA, YOU KNOW, I, I LOOK AT WHAT WE DO IN TERMS OF BEING PART OF TRAILS KEEPERS AND EVERYTHING ELSE IS THAT, YOU KNOW, WE ARE TOTALLY INVESTED IN THE IN MARKET BEHAVIOR ARE THE PEOPLE WHO COME VISIT US. WE'RE NOT TOURISTS BY OUR NATURE OF OUR BUSINESS, BUT PEOPLE COME HERE, WE ARE REALLY, REALLY HARPING ON THEM, HEY, LOOK, THERE'S CERTAIN REQUIREMENTS, CERTAIN EXPECTATIONS FOR YOU BEING HERE. HERE'S WHAT YOU SHOULD BE DOING OR NOT DOING. AND LUCKILY THE CLIENTS THAT COME TO OUR COMPANY ARE GENERALLY PRETTY MUCH INTO VORTEX IS PRETTY MUCH INTO THE SACREDNESS OF THE LAND. SO WE DON'T HAVE TO DO MUCH EDUCATION FOR THEM, ALBEIT OTHER PEOPLE. YOU MIGHT. SO FOR US IT'S A LITTLE EASIER, BUT I THINK ANYBODY IN THIS ROOM WHO REPRESENT BUSINESSES WOULD BE MORE THAN GLAD ON HELP ON THE IN MARKET PIECE AND MAKING SURE THAT MESSAGE GETS OUT. WHETHER IT'S THROUGH SONSONA TV OR WHATEVER THE RIGHT, YOU KNOW, WAYS TO DO THAT. SO, SO FROM MY PERSPECTIVE THEN, WHAT DO YOU DO ON THE TOURISM SIDE AS PEOPLE START TO LOOK AT US AS AN OPTION IN THE INSPIRE IN PLANNING PHASE? AND, AND THIS IS JUST MAYBE ONE WAY TO THINK ABOUT IT IS THAT, YOU KNOW, THEORETICALLY, I'M NOT SAYING THIS IS WHAT'S HAPPENING, BUT WE MIGHT HAVE CONFUSION IN THE MARKETPLACE IF THERE'S A MESSAGE ON A TRAILHEAD THAT'S DIFFERENT THAN THE MESSAGE ON THE TRASH CAN, THAT'S DIFFERENT THAN THE MESSAGE AT THE HOTEL. I THINK IT'D BE, YOU KNOW WHAT I WOULD SAY ONE GOAL THAT I HAVE AT LEAST IN THIS SPACE RIGHT NOW IS THAT COULD THE TOURISM PROGRAM CREATE, YOU KNOW, ANOTHER BULLET HERE THAT'S GOOD FOR, YOU KNOW, 20 24, 20 25 AND MAYBE BEYOND. THAT'S SORT OF, WE THEN GIVE TO ALL THE BUSINESSES SO THAT, YOU KNOW, YOU'RE NOT CREATING YOUR OWN MESSAGING. BECAUSE AT SOME POINT THE VISITORS MIGHT SAY, WHAT DO YOU WANT ME TO DO? YOU'RE DOING IT BECAUSE IT'S A VACUUM E EXACTLY. YEAH, EXACTLY. AND I THINK, AND IF THERE, IF THERE IS A WAY WE CAN, AGAIN, PART OF US, ME BEING HERE IN THIS DIOCESE IS TRYING TO MAKE SURE WE ALL COME UP WITH SOME COMMON LANGUAGE AND MESSAGING THAT WE CAN ALL USE AND FEEL GOOD ABOUT. AND IF WE, IF THIS IS AN OUTPUT OF THIS WORK, I'M LIKE 100% BEHIND THIS. LET'S MAKE IT WORK, WE'LL USE IT. BUT WE HAVE TO HAVE A CREATED SET. WE ALL FEEL LIKE IT'S GONNA BE VALUABLE. TO FRANCIS POINT TO EVERYBODY IN HERE, I'D BE CURIOUS WHAT YOU'RE FINDING IN TALKING TO THE DIFFERENT HOTEL YEARS. 'CAUSE THE EDUCATION IS NOT JUST TO THE VISITOR, IT'S TO THE LODGING AND RETAIL PEOPLE AS WELL. THOSE ARE THE PEOPLE THAT ARE OUT THERE, ACT, INTERACTING ALL THE TIME. AND I'M LIKE, I'M THINKING I'M WANT THIS CONTENT FOR MY PEOPLE. RIGHT? WE, WE DON'T HAVE IT AT OUR DISPOSAL. WE CERTAINLY CAN PARTICIPATE, BUT I THINK WE, IF WE'RE PRODUCING THAT CONTENT AND THEN WE'RE INTERACTING WITH THE LODGE AND COUNCIL AND THE CHAMBER TO SAY HOW IMPORTANT IT IS AND GET THEIR INPUT. SO THAT STUFF WE CREATE WE'RE, THEY'RE ALL BEHIND AND WE ALL HAVE A CONSISTENT MESSAGE. I THINK WE GET A LOT OF HOTELS BEHIND IT AND WE'D HAVE A VERY CONSISTENT MESSAGE ACROSS, YOU'RE HERE, CAN I ASK ABOUT THE SEDONA CARES AND WHAT YOU'RE FEELING ABOUT THAT DOESN'T MEAN, OBVIOUSLY IT'S STILL THE WHOLE DOOR ON WHEN YOU ENTER THE VISITOR CENTER. UM, YOU KNOW, WHEN I FIRST STARTED MY AIRBNB, I PUT TAKE THE SEDONA CARES CHALLENGE IN MY, YOU KNOW, ON MY LISTING . AND SO YOU'RE DIRECTING PEOPLE TO THAT IN SOME WAYS I KIND OF FELT LIKE IT WAS A EMAIL GRAB, BUT UM, IN OTHER WAYS I JUST WONDER WHAT YOUR OPINION IS ABOUT THAT AND HOW YOU WOULD, HOW WHAT FROM THAT DO YOU NOT WANT TO MOVE FORWARD WITH AND WHAT MIGHT YOU WANT TO YEAH, SO I THINK THERE'S DIFFERENT WAYS TO LOOK AT IT. UM, WE HAVEN'T SAID THERE'S A RIGHT WAY OR A WRONG WAY YET. RIGHT? UM, BUT I, TO ME, YOU KNOW, THE REASON WHY WE WANTED TO SPEND TIME TALKING ABOUT BEHAVIORS AND WE OBVIOUSLY HAVE, AND WE'RE KIND OF GETTING WE WILL UP, WHICH IS TOTALLY FINE TO KIND OF JUMP AROUND IS THAT THAT IS THE SUBSTANCE OF IT, RIGHT? AND I THINK IN THIS, IN THIS SPACE OF BEHAVIOR MESSAGING, I WILL SAY THERE ARE TWO CAMPS. THERE IS A, WHAT I CALL THE KEEP TAHOE BLUE CAMP, WHICH JUST SAYS KEEP TAHOE BLUE. AND EVERYBODY KNOWS IT. WE, WE LIKE KNOW THAT PHRASE, BUT I DON'T KNOW IF I KNOW HOW TO BECAUSE THEY DON'T ACTUALLY LIKE WHAT, WHAT YOU REMEMBER IS THAT, AND THEN THERE'S THE FOLKS THAT ARE LIKE, I DON'T CARE WHAT THE BRAND IS, I CARE ABOUT WHAT THE MESSAGING IS. AND EACH SIDE ISN'T GOOD ON ITS OWN. THERE'S SOME SORT OF NEXUS POINT IN BETWEEN IT, BUT YOU NEED TO HAVE AN UMBRELLA THAT EVERYTHING [01:25:01] SITS WITHIN AND THEN YOU HAVE TO HAVE THE MESSAGES. AND I THINK THE LEGWORK THAT I WANT TO DO FIRST IS LOOKING AT WHAT ARE THOSE BEHAVIORS? 'CAUSE THAT REALLY KIND OF, THAT THEN LEADS THE HORSE RIGHT TO BE, TO BE KIND OF HONEST IN THAT RESPECT. AND THEN, YOU KNOW, I THINK I DON'T PERSONALLY WANT TO GO THROUGH ANOTHER BRANDING EXERCISE. WE'RE ALREADY DOING ONE FOR THE, FOR THE DMMO THAT JUST FEELS LIKE, UM, COMPLETE TO BE HONEST, KIND OF PROBABLY UNNECESSARY. SO, UM, I DO THINK THAT THERE ARE LEGS WITH US JUST LEVERAGING SEDONA CARES. I'VE TALKED TO THE CHAMBER, THEY WERE OPEN TO US SAYING, HEY, LET'S JUST UPDATE THE LANGUAGE. UM, I WILL ALSO SAY THAT ANOTHER DOOR THAT WE'RE LOOKING AT IS, UH, ONE OF THE CITY COUNCILORS, UM, ASKED US DURING THE, UH, PRESENTATION OF THE PLAN, APPRECIATE AZ IS OUT THERE. MM-HMM WHAT'S, WHAT ARE YOU DOING WITH THE ARIZONA OFFICE OF TOURISM? I MET WITH THEIR TEAM WHEN I WAS AT G COT. THERE IS AN OPPORTUNITY FOR US TO CREATE AND APPRECIATE SEDONA CAMPAIGN THAT WOULD TIE UP TO THE STATE. SO, UM, EACH ONE IS ITS OWN MERITS. WE WOULD BE THE GUINEA PIG ON APPRECIATE SEDONA. UM, BUT YOU KNOW, TO ME EITHER ONE WOULD WORK FOR THE KEEP TAHOE BLUE TEAM. UM, BUT YOU KNOW, SO THOSE ARE THE TWO DOORS WE'RE LOOKING AT THERE. BUT WHAT'S MOST IMPORTANT IS HOW DO YOU KEEP TAHOE BLUE? AND THAT'S KIND OF WHAT, WHAT IS WHY WE'RE TRYING TO GATHER INPUT FROM EVERYBODY. UM, I WANT TO GET BACK TO YOU 'CAUSE NEXT, PRIOR WE THOUGHT TRAFFIC IS OBVIOUSLY TRAFFIC AND TRAFFIC INGESTION IS THE NEXT THING. AND I WAS JUST THINKING I WAS, YOU KNOW, YOU MAKE, YOU MAKE A BOOKING. THAT EMAIL CONFIRMATION COULD HAVE ALL SORTS OF STUFF. IF WE HAD A CONSISTENT MESSAGE LIKE, OKAY, YOU BOOKED, HERE'S THE BEST WAY TO GET TO SEDONA. UH, AND YOU COULD HAVE ALL SORTS OF THINGS INCLUDING EXPLAINING WHAT ZIPPER MERGING IS AND UM, WHAT THE PUBLIC TRANSPORTATION SYSTEMS IS OR WHAT THE BEST TIME TO COME TO TOWN IS OR THE BEST ARRIVAL DATES, WHICH COULD HELP, YOU KNOW, BALANCE OUR VISITOR LOAD AS WELL. SO I THINK, UM, AGAIN, I'M DRIVING THAT IN MY MIND TO HOTELS TO PUT OUT AS WE GET OUR BOOKINGS. I THINK IT'D BE SUPER HELPFUL. IT IS MORE A, I THINK THE BEHAVIORS ARE MORE A LACK OF UNDERSTANDING THAN A DISREGARD FOR THE PLACE. YEAH. WELL WE DO THAT IN OUR, WHEN OUR VISITORS COME, WHEN THEY BOOK WITH US, WE SEND THEM THE EMAILS WITH THOSE LINKS, INCLUDING HOW DO YOU DRIVE IN A ROUNDABOUT, ROUNDABOUT THAT VIDEO, WHICH IS REALLY GREAT BECAUSE A LOT OF OUR PEOPLE HAVE NO EXPERIENCE, FOR EXAMPLE, WITH ROUNDABOUT ROUNDY ROUNDS AS WE CALL THEM. AND ESPECIALLY TWO LANE ONES, WHICH HAS A DIFFERENT ROLE. SO PEOPLE DON'T SCRATCH ON THE HORNS. I'M LIKE, WHAT DO WE DO? SO, SO YEAH, IT'S A VERY GOOD POSITIVE THING IN OUR OPINION. UM, JUST ONE MORE BEHAVIOR JUST 'CAUSE I KNOW WE HAVE SPRING HERE IS LIKE, UM, A, A PIECE OF THIS TOO IS, YOU KNOW, HOW, HOW COMMUNICATING HOW YOU GET BACK AND YOU KNOW, JUST YOUR ORGANIZATION'S ALREADY ON OUR LIST TO KIND OF DIRECT PEOPLE TO IN THIS AS WELL. THERE'S SORT OF THE, TO NOT BE, TO NOT DO THE BE LIKE VICTOR CAMPAIGN. IT'S KIND OF THAT, YOU KNOW, ENGAGING KINDA LIGHT MESSAGING THAT REALLY BRINGS PEOPLE IN. AND THEN ONCE THEY'RE IN, I DO THINK THAT WE'RE PROBABLY NOT GONNA CONTINUE A PLEDGE CONCEPT. UM, TO ME THAT'S SORT OF JUST A THING THAT PEOPLE SUBMIT. IT'S AN EMAIL GRAB. IT'S GREAT, IT WORKS FOR THAT, BUT IT'S MORE ONCE YOU'RE CAPTIVATED, OKAY, OH WOW, I REALLY LIKE THIS MESSAGING. MM-HMM . 'CAUSE I DIDN'T KNOW AND I'M GLAD THAT I'M GETTING EDUCATED. MM-HMM. . OH, HOW CAN I GIVE BACK EITHER MY DOLLARS OR MY TIME? SO ANOTHER THING JUST REAL QUICK ON THAT, SEDONA CARES IS THAT THEY ALSO MADE UM, BAGS, LIKE CANVAS BAGS WITH THE THINGS PRINTED ON IT AND I HAVE ONE. AND SO THAT STAYS IN MY AIRBNB. SO I'VE ASKED THEM TO LOOK AT IT OR WHATEVER IT IS. I WOULD, YOU KNOW, WHATEVER THE PROGRAM IS, ASK THEM TO LOOK AT IT. AND THEN THAT'S IN THE LINKING OR THAT'S IN THEIR, IN MY THAT'S IN MY CORRESPONDENCE WITH THEM. AND THEN IT'S HANGING ON A HOOK IN THE AIRBNB WHEN THEY GET THERE. SO THEY'RE LIKE, OH YEAH, WE LOOKED AT THAT. LITTLE THINGS LIKE THAT. UM, CAN WE, SO BEHAVIORS WE'VE TALKED ABOUT, YOU SAID IT'S TRAFFIC CONGESTION, THE DEGRADATION OF THE TRAILS, MEANING LIKE STAY ON THE TRAIL, DON'T CREATE YOUR OWN. NO SOCIAL TRAILS AND SAFETY, INCLUDING KNOWING THE SURROUNDINGS, KNOWING WHETHER ENOUGH WATER, WHEN TO HIKE, UM, GIVING BACK, YOU SAID, AND THEN NIGHT SKY RESPECTING THE NIGHT SKY. I'M JUST TRYING TO WRAP MY MIND AND EVERYTHING. GRAFFITI. YEAH. SOME TRASH, MAYBE TRASH NOISE. I HEAR A LOT OF COMPLAINTS ABOUT PEOPLE PLAYING LOUD MUSIC ON TRAILS. YEP. YEP. VERY GOOD. NO BOOM BOXES. YEAH. UM, BUT I THINK THAT'S MORE THAN JUST TR OH, OKAY. YOU GOT TRAIL TRAIL ETIQUETTE. THAT'S FINE. KARENS, I WAS GOING BACK TO YOU. NOISE. IT'S MORE COMMUNITY. I THINK IT'S, IT'S NOT SOME, I MEAN THAT'S SO JUST MAYBE NOISE ETIQUETTE. I THINK NOISE ETIQUETTE. YEAH. YEAH. I HEAR, I MEAN I HEAR ABOUT PEOPLE COMPLAINING ABOUT PEOPLE HIKING AND IT'S BOTH, YEAH. I DON'T KNOW. HAVING BOOM BOXES. YEAH. AS WELL AS PARTIES. I THINK IT'S THE WHOLE, I WANT THE WHOLE WORLD TO KNOW WHAT I'M DOING EVERY SINGLE MINUTE. AND IF THEY'RE OUT ON THE TRAIL AND THEY'RE ON THE PHONE, WHETHER, YOU KNOW, SO EVEN IT'S JUST BEING ON A PHONE CALL [01:30:01] LOUD WHILE YOU'RE WALKING DOWN THE TRAIL ON SPEAKER OR THE STREET ON SPEAKER, JUST ANYWHERE, ANY OF THAT KIND OF BEHAVIOR THAT'S JUST DISRUPTING THE ENVIRONMENT AND NOT ALLOWING OTHERS TO ENJOY THE MOMENT. THAT SOUNDS A LOT LIKE OUR MARKETING CAMPAIGN. . IT DOES. WELL AND MARKETING, THERE'S A NEXUS TOO OF MARKETING AND THE MANAGEMENT AND THAT'S, AND I THINK WE'RE DOING THAT. SO I JUST WANT TO GIVE CREDENCE TO THE FACT THAT WE'RE REALLY TRYING TO UNDERSTAND THE VISITOR PROFILE THE BEST BRINGS BEHAVIORS THAT WE WANT NATURALLY. AND SO THAT'S EMPHASIZING ART, SPIRITUALITY, THESE THINGS, INTERNATIONAL TRAVEL. SO I'M, I'M ONLY COMMENTING ON SOMETHING I THINK WE'RE ALREADY DOING. ARE WE WANTING TO INCLUDE ON HERE, YOU KNOW, LIKE SPENDING MONEY IN LOCAL BUSINESSES. I BY LOCAL I THINK IS, YEAH. I THINK EMPHASIZING SUPPORT LOCAL, THESE GREAT LOCAL, UH, BUSINESSES, IT'S BECAUSE THAT'S VERY UNIQUE ABOUT SEDONA. YEAH. THERE'S NOT A LOT OF NATIONAL BRANDS HERE. IT'S HARD TO SAY THAT THOUGH, BECAUSE PEOPLE COME HERE, THEY THINK, WELL, I'M SPENDING MONEY ANYWHERE. ISN'T THAT LOCAL? SO HOW DO I MEAN, WHAT ARE, WHAT ARE WE REALLY TRYING TO, ONCE THEY'RE ALREADY HERE, I THINK WHAT YOU'RE SAYING IS LIKE, SPEND HERE INSTEAD OF GOING TO COTTONWOOD. YEAH. YEAH. AND ONE THING WE'VE TALKED ABOUT WAS LIKE, MAYBE DON'T PACK YOUR LUNCH, YOU KNOW, HAVE, HAVE LUNCH AT A RESTAURANT. IF YOU'RE GONNA GO ON A HIKING EXPERIENCE, DON'T STOP AT CAMP VERDE AT THE FAST FOOD PLACE BEFORE YOU GET HERE. RIGHT. OH, HERE'S A KIND OF A TACTICAL THING, BUT PUT IT IN THE BACK OF YOUR MIND. UM, YOU KNOW, IT USED TO BE THE AIRLINES HAD ONE, YOU KNOW, THE, THE SAFETY MESSAGING AT THE FRONT, WHICH WAS VERY BORING. AND NOW ALMOST EVERY SINGLE AIRLINE HAS ADOPTED A VERY WITTY, FUN MESSAGE YOU ACTUALLY WANNA WATCH. 'CAUSE IT'S FUNNY. AND, UM, I THINK MAYBE THE TONE OF A LOT OF THE YOU SHOULDN'T DO SHOULD BE DONE WITH HUMOR BECAUSE I THINK PEOPLE ARE MUCH MORE RESPONSIVE TO THAT THAN THEY ARE. YOU KNOW, JUST, I I ALSO THINK OUR HOTEL COMMUNITY, WE FEEL LESS RESISTANT. THAT'S WHAT I KEPT TELLING. IT'S LIKE YOU'RE OUT THERE TELLING PEOPLE NOT TO COME. I'M LIKE, NO. BUT I THINK IF YOU HAVE THE SAME KIND OF MESSAGE WITH, UH, YOU KNOW, A LITTLE WIT COULD GO A LONG WAY. OH YEAH. YEAH. WHAT WAS THE TERM THAT DAVE SAID IN THE VERY QUIRKY, QUIRKY, QUIRKY MESSAGE? . THAT ONE. IT WAS, YEAH. MEAN YOU COULD HAVE LIKE A MYSTIC BOB QUIRKY WALKING YOU AROUND. WALKING YOU AROUND AND ENGAGING IN ALL THE RIGHT BEHAVIORS. SHA YEAH, EXACTLY. EXACTLY. , ANY OTHER THOUGHTS ON BEHAVIORS? AGAIN, THIS DOESN'T NEED TO BE FULLY COMPREHENSIVE, JUST WANTED TO GIVE YOU ALL A CHANCE JUST SO WE HAD DOCUMENTATION OF IT. 'CAUSE WE'LL BE KIND OF HAVING SIMILAR CONVERSATIONS AND THEN TRIANGULATING AS WE GO. SO. SURE. OH YEAH. I DON'T KNOW IF YOU HEARD, UH, C CREATING KARENS ON TRAILS. MM-HMM. YOU MAKESHIFT ONES. UM, THAT CAUSES PEOPLE TO GET LOST AND THEY'RE UNSIGHTLY AND YOU KNOW, THEY SHOULDN'T BE DONE. AND I DON'T THINK MOST PEOPLE REALIZE THAT THEY, I I SEE 'EM ALL OVER THE PLACE AND I KICK 'EM DOWN. AND HONESTLY IN OTHER PLACES IT'S KIND OF ENCOURAGED. YEAH. AND I THINK IN SOME WAYS IT'S HARD BECAUSE FOR US IT'S NOT ENCOURAGED. BUT I DO THINK, I MEAN, I, I WAS A HIKING GUY IN NEW HAMPSHIRE FOR A LITTLE BIT. IT'S ABSOLUTELY ENCOURAGED TO DO THAT UP THERE. SO YEAH. MM-HMM. . COOL. I JUST WANT TO MAYBE JUMP INTO MEASUREMENTS AND METRICS. THIS IS KIND OF A LITTLE BIT HEADIER TO SOME EXTENT, BUT IT'S NICE. IT'S LIKE HOW DO WE GET BEYOND IT TRADITIONAL TOURISM MARKETING METRICS? AND I THINK THIS REALLY TIES TO HOW DO WE REPORT ON TOURISM BEYOND JUST THAT TRADITIONAL STUFF. AND I THINK TO ME IT'S LIKE SEARCH AND RESCUE INSTANCES, TRANSIT RIDERSHIP, YOU KNOW, MONITORING TRASH OR WASTE ON TRAILS. BUT JUST ANY JUST THOUGHTS FROM THE TAB ON THINGS THAT WE SHOULD CONSIDER? WELL, WHAT WE'VE ALREADY, I THINK FOR THE CITY COUNCIL TALKED ABOUT SOME OF THE PROGRAMS THE CITY HAS IN TERMS OF COUNTING CARS THROUGH THE, THE VARIOUS ELEMENTS WITH THE CAMERA SYSTEM. SO ARE YOU PLANNING TO PUT ANY OF THOSE TYPES OF METRICS IN, IN TERMS OF INGRESS AND EGRESS OUT OF THOSE THREE PARTS OF OUR TOWN? IS THAT PART OF THAT? WHAT DO YOU MEAN? LIKE, ARE WE GOING TO WELL, LIKE HOW MANY PEOPLE ARE COMING IN FROM THE VILLAGE? HOW MANY PEOPLE ARE COMING IN FROM COTTON, WIND? HOW MANY PEOPLE ARE COMING IN FROM THE CANYON AND VICE VERSA FOR THE PUBLIC? IS THAT WHAT YOU'RE SAYING THAT YOU WANT? YEAH. IT'S PART OF A TOURISM MEASUREMENT. I MEAN IF WE'RE TALKING MEASUREMENTS, THOSE ARE THINGS WE'RE BEGINNING TO LEARN HOW TO COUNT. YEAH. UM, WE'VE GOT A, A TOOL THAT, UM, ANDY DICKEY'S BEEN WORKING ON, UM, THAT'S LIKE A PUBLIC DASHBOARD, UM, SYSTEM OF, OF TRAFFIC IN REAL TIME AND LOOKING AT UM, UH, DIFFERENT PROJECTS AND THEIR EFFECTIVENESS. MM-HMM. , UM, INCLUDING TAKING THE LOCAL VISITORS OUT OF THAT COUNT. YEAH. SO I'LL BE IN, SO LET ME, LET ME, IT'S NOT VISITORS SOMETIMES. YEAH. THAT'S WHY MY WHEELS ARE TURNING TO, UM, ON IF, UH, THE EXACT COUNTS WILL BE INCLUDED IN THAT OR IF IT'S JUST A STATIC MEASUREMENT, UM, FROM US. [01:35:01] SO LEMME LOOK INTO IT. . YEAH. YEAH. WE, WE BOUGHT, WHEN WE WERE WORKING ON THE, THE COUNTING ON THE OHVS OUT THERE ON OUT A 1 52 C UH, WE BOUGHT A, UM, FLOCK SYSTEM CAMERA AND THAT'S BASICALLY WHAT IT DOES. IT TELLS YOU WE, IT DIDN'T WORK FOR US. 'CAUSE HE WAS HAVING A HARD TIME RECOGNIZING THE DIFFERENCE BETWEEN AN OHV AND SOMETIMES A SMALL PICKUP. MM-HMM. . AND SO, BUT IT, BUT IT DID HAVE THE VEHICLE COUNTS AND I MEAN IT IS AMAZING BUT AGAIN, IT'S, IT'S A LAW ENFORCEMENT TYPE EVENT THAT THEY HAVE TO, AND IT'S AMAZING 'CAUSE IF YOU HAVE SOMEBODY GO BY WITH A LICENSE PLATE THAT'S BEEN STOLEN, THERE'S POLICE THERE WITHIN WHENEVER LONG IT TAKES TO DRIVE. BUT IT, IT WAS A, IT WAS A REALLY GOOD COUNTER. AND I THINK SOMETHING ALONG THOSE LINES AGAIN FOR, I'M NOT SURE IF ANDY'S LOOKING AT IT FOR COMING INTO TOWN. WE'VE, WE GOT A VERY UNIQUE TOWN THAT WE HAVE THREE WAYS IN AND THREE WAYS OUT. AND BEING ABLE TO COUNT PEOPLE THAT ARE COMING IN AND YOU'RE NEVER GONNA GET THOSE LOCAL SLASH PEOPLE COMING TO WORK OUT OF THE NUMBER. I MEAN, IT, IT GETS PRETTY TOUGH TO DO WHEN WE LOOK AT THE SYSTEM, BUT IT, IT WAS A PRETTY COOL SYSTEM THAT THEY HAD. YEAH. SO YOU GET SOME MEASURE OF THE POINT, YOU GET SOME MEASURE AND IT WAS, IT WAS, IT WAS A GREAT LITTLE SYSTEM THAT YOU COULD SEE WHAT WAS GOING ON. BUT FOR OUR, OUR USE, WE COULDN'T GET IT TO THE, THE COUNTING OF THE DIFFERENT TYPES OF VEHICLES AS WE WANTED TO. MM-HMM. , IS THERE INFORMATION WE CAN GET FROM THE FOREST SERVICE AND WOULD THIS BE RELEVANT TO US ON SOME OF THE CAMPING BEHAVIORS AND THE INFRACTIONS THAT THEY'RE OUT THERE? LIKE CITING VIOLATIONS FOR LIKE HOW MANY ILLEGAL FIRES? I MEAN MAYBE FIRES IN THE WRONG TIME OF YEAR IS A GREAT MESSAGE THAT WE NEED TO BE SPREADING OUT THERE. MM-HMM. WILDFIRES FOR SURE. SO JUST IF THERE'S A WAY, I KNOW WE HAVE A RELATIONSHIP WITH THEM, BUT IT, THAT MIGHT BE A WAY TO LOOK AT THE, SOME OF THE METRICS JUST FOR THE BEHAVIOR FOR PEOPLE THAT ARE IN THE AREA AROUND SEDONA AND WHAT THEY'RE DOING WHEN THEY'RE OUT THERE CAMPING AND ON PUBLIC LAND. YEP. I MEAN I'M DEFINITELY HOPING TO SIT DOWN WITH THEM AND HAVE A SIMILAR CONVERSATION OF KIND OF WHAT ARE THE BEHAVIORS AND WE COULD EVEN DO IT MORE SPECIFIC WHERE MY DREAM WE'LL SEE IF WE CAN MAKE IT HAPPEN IS GET, YOU KNOW, LAND MANAGERS THAT OWNER, IT'S LIKE WHETHER IT'S CITY PARKS, STATE PARKS, BLM, IF THERE'S MUCH AROUND BUT DEFINITELY FOREST SERVICE AND JUST SAY, HEY LET'S GO THROUGH EACH OF YOUR LIKE LET'S DO, LET'S DO SLIDE ROCK, LET'S DO BOYNTON CANYON. LET'S JUST GO THROUGH EACH OF THESE AND SEE LIKE WHAT ARE THE MAJOR BEHAVIORS. 'CAUSE YOU CAN, THAT'S WHEN YOU GET INTO THOSE LIKE SITE SPECIFIC ONES. YEAH. UM, AND YOU KNOW, I'M KIND OF ENVISIONING HAVING LIKE A MASSIVE INVENTORY THAT WE OWN AS KIND OF THE CITY THAT JUST KIND OF PULLS IT ALL TOGETHER. BUT AGAIN, IT'S, THERE'S LIKE TIP OF THE ICEBERG IS WHAT ENDS UP IN LIKE THE CAMPAIGN MESSAGING. 'CAUSE IF WE GO OUT THERE WITH 20 MESSAGES, OH YEAH. THAT'S JUST NOT GONNA WORK. WE END. THAT'S A BIZARRE THOUGHT. UH, YOU JUST GAVE ME UH, E COLI MEASUREMENTS. YEAH. UM, DO WE, IS THERE ONGOING TESTING OF UH, OAK CREEK'S WATER QUALITY? I KNOW WE DID IT WHEN WE'VE HAD SOME SPILLS AND SO FORTH. YEP. IS ANYBODY DOING THAT? I DON'T KNOW IF WE DO IT ONGOING OR IF WE ONLY DO IT DURING A SPILL BECAUSE PEEING AND POOPING IN IN THE CREEK IS NOT A COOL THING. AND AS WE LEARNED AFTER THAT, SPILL IT. UH, SLIDE ROCK IS THE NUMBER ONE SOURCE AND THEN, UM, WHAT IS IT, CRESCENT MOON IS ALSO KIND OF SPIKES. SO YOU KNOW, IT'S WHERE KIDS WEAR DIAPERS AND SO FORTH. SO I GUESS THAT'S ANOTHER ODDBALL MEASURE YOU MIGHT WANT TO THROW IN THE MIX. I LOVE IT. IT'S A HEALTH RELATED THAT'S GREAT. I MEAN IT DOES SEEM AS THOUGH, AND MAYBE WE ALREADY TALKED ABOUT THIS, THAT UH, IT WOULD BE USEFUL TO SEE WHAT OTHER KIND OF HEURISTIC, WHAT OTHER KIND OF DATA ARE ALREADY BEING CAPTURED. 'CAUSE YOU REFERENCED PUBLIC WORKS AS A POSSIBLE PROJECT. UM, PARKS MAY HAVE SOMETHING AND SO THAT INSTEAD OF THINKING ABOUT NEW WAYS, IF WE ALREADY SEE WHAT THE HEURISTICS ARE, THAT WILL BE HELPFUL. COOL. WELL I'M HAPPY TO MOVE ON, BUT THANKS EVERYBODY FOR THE INPUT. SUPER HELPFUL. UM, AGAIN, IT'S JUST GOOD TO ALWAYS KIND OF REINFORCE, RIGHT? I THINK WHAT, WHAT I'M REALLY TRYING TO GET AT IS LET'S KIND OF, HOW DO WE KIND OF CUT THROUGH ALL THE NOISE OF NOT, WE CAN'T DO EVERYTHING, BUT IF WE START TO REALLY, YOU KNOW, MAKE SOME INVESTMENTS IN THIS, WHAT'S THE PRIORITY? AND I FORGET SOMEONE MENTIONED THIS ABOUT WHAT I'M HEARING AT THE HOTELS. I WILL SAY THAT, YOU KNOW, I'M UP TO I THINK 13 OR 14 HOTEL MEETINGS. I'VE MET WITH, YOU KNOW, SIX OTHER PRIVATE SECTOR BUSINESSES THAT AREN'T HOTELS AND KEEP TELLING THEM, HEY, YOU KNOW, WE'RE DOING SUMMER WINTER MARKETING CAMPAIGNS AND WE'RE GONNA BE DOING KINDA THESE ALWAYS ON EDUCATIONAL CAMPAIGNS. UM, WE ARE COMMITTED TO CREATING LIKE SOCIAL MEDIA TOOLKITS OR, OR KIND OF TOOLKITS. AND I'VE GOTTEN A REALLY GOOD RECEPTION IN THE USE OF THEM. SO TO KIND OF, TO KIND OF VALIDATE THE EARLIER POINT OF, YOU KNOW, I DO THINK THERE'S A NEED RIGHT NOW TO THROW SOME FIRE UNDERNEATH AN EDUCATIONAL MESSAGING CAMPAIGN THAT'S OWNED BY THE DMMO IN THIS CASE THE CITY. UM, AND THEN THE IDEA IS, YOU KNOW, WE'D BE ABLE TO CREATE THAT, KEEP TAHOE BLUE STYLE EXECUTION, BUT BE ABLE TO SHARE IT OUT. AND I CAN'T FORCE PEOPLE TO [01:40:01] USE IT. BUT, YOU KNOW, MY MAJOR GOALS, I JUST DON'T WANT US TO GET IN THE POSITION OF A BRANDING NEXUS OR OKAY, WHAT DO YOU WANT ME TO DO AS THE VISITOR, RIGHT? IF I'M GOING FROM THE SHUTTLE TO THE HOTEL, TO THE VISITOR CENTER AND I'M GETTING TOLD DIFFERENT THINGS, I MIGHT JUST DO WHATEVER I WANT, YOU KNOW, SO. MM-HMM. . UM, COOL. [5.e. Update on Sedona marketing plan] AWESOME. SO MOVING TO OUR LAST AGENDA ITEM AND I'M GONNA HAND THINGS BACK OVER TO LAUREN TO KICK US OFF. ALL RIGHT. SO, UM, I JUST WANNA GIVE A LITTLE UPDATE ON THE PROGRESS OF THE MARKETING PLAN AND THE BRANDING INITIATIVE. UM, I TOLD YOU I BELIEVE IN LAST, IN THE LAST MEETING, AND I DON'T KNOW IF THIS WAS YOU OR CITY COUNCIL, SO I APOLOGIZE IF IT WASN'T YOU, BUT, UM, IF IT'S NOT READY, I'M NOT GONNA PUSH IT FORWARD. UM, AND I DIDN'T FEEL LIKE THE BRANDING WAS AT A POINT WHERE WE COULD BRING IT TO YOU, SO THAT'S WHY WE HELD IT FOR, FOR THIS MONTH. UM, BUT WE ARE WORKING, UM, CLOSELY WITH DVA TO HONE IN TWO OPTIONS. UM, AT THIS POINT, WHAT WE'RE LOOKING AT IS, AT LEAST WHAT I'M THINKING OF IT AS IS WILD AND MILD. UM, YOU KNOW, A WILD VERSION AND A MILD VERSION. UM, SEE, SEE WHO PREFERS WHAT. UM, BUT LET'S HOPE THAT THEY HAVE SOMETHING BY, UM, OCTOBER. THE MAIN CONCERN OF OURS IS THAT THE, THIS BRANDING INITIATIVE THAT WE'RE GOING THROUGH IS DIRECTLY TIED TO THE, UM, DESTINATION MARKETING CAMPAIGN FOR WINTER. UH, AND SO IF YOU'RE GONNA START MARKETING, YOU'RE GONNA PROBABLY DO THAT IN NOVEMBER TIMEFRAME, WHICH IF YOU BACK THAT UP WITH WHEN SOMETHING WOULD NEED TO GO TO YOU GUYS AND COUNCIL, AND, YOU KNOW, YOU CAN SEE THE WRITING ON THE WALL THAT, UM, THIS NEEDS TO COME SOONER THAN LATER. SO HOPEFULLY WE HAVE SOMETHING BY, UM, OCTOBER, THE MARKETING PLAN, UM, WE'RE GOING THROUGH AND, AND FLUSHING IT OUT MORE. I KNOW THAT, UM, YOU ARE GOING TO GET INTO A LITTLE BIT OF THE THINGS THAT WE FELT LIKE WE HAD, UM, MORE CONTROL OVER. UH, BUT THE THINGS THAT ARE TICKING LONGER, AT LEAST FROM MY END TO GO THROUGH, UM, ON THE MARKETING PLAN. UH, AGAIN, HOPEFULLY WE HAVE SOMETHING BY OCTOBER, BUT THAT'S, UM, NO ONE'S FAULT EXCEPT MINE, JUST FOR NOT HAVING ENOUGH TIME TO ACTUALLY GO THROUGH IT. QUESTION ON, ON THE LEAD TIME, YOU'D MENTIONED LIKE OCTOBER, NOVEMBER FOR ESSENTIALLY WINTER. WHEN DO WE BELIEVE WINTER TOURISM SEASON STARTS? YEAH, ISH. START ISH. I THINK, I GUESS MY THOUGHT WAS, AND WHAT WE DID LAST YEAR WAS WE STARTED IN MID-NOVEMBER WITH THE GOAL OF BRINGING PEOPLE HERE IN DECEMBER, JANUARY AND FEBRUARY. BE, BECAUSE MY OBSERVATION TAKE THIS FOR IS MY OBSERVATION, UM, IS THAT PEOPLE OF HIGHER INCOME LEVELS TEND TO, TO PLAN FARTHER OUT IN TIME TO GO TO DESTINATIONS MM-HMM. . AND IF THEY'RE DAY TRIPPERS, LIKE FOR THE SUMMER, THAT THEY'LL DO IT OFF THE CUFF AND AT A VERY SHORT PERIOD OF TIME. SO I, I'M QUESTIONING ABOUT THE LEAD TIME ASSUMPTION YOU HAVE IN TERMS OF GETTING THIS KIND OF BUTTONED UP TO IMPACTING THAT NEXT MARKETING CYCLE. THAT'S KIND OF WHERE I'M COMING TO THAT, HOW, HOW DO YOU FEEL ABOUT THAT? SOME OF IT IS ALSO, UM, THE POLITICAL WILL TO PUT OUT AN ADVERTISEMENT IN OCTOBER KNOWING THAT, UH, SOME OF THOSE PEOPLE ARE GONNA BOOK QUICKLY AND SOME OF THOSE PEOPLE ARE GONNA HAVE A LONGER LEAD TIME. SO, UM, I'VE THOUGHT THAT AT LEAST RIGHT NOW, THAT I WASN'T GONNA GET A GREEN LIGHT TO PUT UP ADVERTISING IN OCTOBER. THE LAST TIME WE DID THE FIRST TEST RUN, IT WAS FOR A FALL CAMPAIGN, WASN'T IT? WE DID A TEST, WE GOT AN EIGHT, APPROXIMATELY EIGHT ROAS. UM, THAT WAS A WINTER CAMPAIGN. WINTER WINTER CAMPAIGN. SO WOULD THAT APPLY HERE, YOU THINK IN TERMS OF THE OBJECTIVE THAT WHATEVER WE DO SHOULD GET LIKE A EIGHT ROAS? UH, NOT NECESSARILY. 'CAUSE IN THE HYBRID HIGHER ATTRIBUTION TOO, WHICH SURPRISED ME BY THE WAY. YEAH. ATTRIBUTION WAS REALLY HIGH. AND OUR SUMMER CAMPAIGN, THE RESULTS THAT I HAVE THAT I DON'T WANNA SHARE RIGHT NOW UNTIL I GET THE FULL RESULTS ARE HIGHER THAN EIGHT. MUCH HIGHER. SO CAN, CAN I BE AMAZED AND, AND SAY AWESOME RIGHT NOW? YEAH. YEAH. THAT'S AWESOME. I KNOW, I KNOW. IT'S, IT'S INCREDIBLE. I THINK I'VE SAID THIS BEFORE, I JUST, I JUST CAN'T BELIEVE IT WORKS AND IT DOES, BUT I STILL, SO AGAIN, YOU KNOW, IT'S FASCINATING TO ME. EFFECTIVENESS, WHICH IS ROAS, AN ATTRIBUTION TO THE ROAS IS A WAY OF MEASURING THIS. SO, UM, YOU THINK YOU CAN GET AWAY WITH THAT SHORT TIMEFRAME AND STILL GET THIS HIT THE SAME, OR AS IN ATTRIBUTION TARGETS NEEDS TO BE MORE TECHNICAL QUESTION. I DON'T KNOW IF I'M GONNA HAVE A GOOD ANSWER FOR YOU ON THAT. WELL, 'CAUSE THE QUESTION IS YOU NEED US TO HELP PUSH . WELL, THAT'S WHY I SORT DO, WE NEED TO KIND OF SHOW THE DATA THAT SAYS IF WE'RE TRYING TO GET INFLUENTIAL PEOPLE HERE OR HIGHER INCOME PEOPLE HERE, WE NEED TO BE OUT EARLIER. RIGHT? AND THIS IS WHY WE'RE DOING IT. AND AGAIN, WE WE WILL GO FIND SOME DATA FOR THAT IF THAT'S WHAT WE ALL BELIEVE. BECAUSE I THINK YOU'RE RIGHT. I THINK [01:45:01] THAT'S EXACTLY WHAT PEOPLE ARE DOING IS YOU, YOUR HIGHER INCOME HAVE GOTTA PLAN THEIR YEAR OUT MORE AND THEN THEY TURN AROUND AND YOU KNOW, IF YOU WANT THEM HERE IN NOVEMBER, DECEMBER, JANUARY, FEBRUARY, YOU GOTTA HAVE TO BE OUT THERE IN OCTOBER JUST FOR THAT REASON. MM-HMM. PART OF IT. AND AGAIN, IT'S, IT'S DEPENDING ON HOW THE TARGETING IS. YEAH. WHAT MEETING ARE GOING, WHAT CHANNEL WE'RE USING, RIGHT. YEAH. BUT I THINK IT WOULD BE WORTH HAVING A DISCUSSION OF YEAH. IF WE'RE GONNA MARKET IN PHOENIX, THEY COULD COME UP THAT DAY. IF YOU MARKET IN IN CHICAGO, THEY'RE NOT GONNA DRIVE OVER HERE TOMORROW. THAT'S THE DAY TRIPPER MODEL. YEAH. YEAH. WE'RE TALKING ABOUT SOMETHING ELSE. SO I'VE BEEN, I'VE BEEN SEEING IT SHORTENED TO THREE TO FOUR WEEKS FOR A BOOKING WINDOW FROM SOMEONE FROM CHICAGO. SO I WOULD LIKE TO SEE THE DATA ON, ON HIGHER INCOME PEOPLE REQUIRE A LONGER BOOKING WINDOW. I, I'D LIKE TO SEE THAT. 'CAUSE I, I HAVEN'T SEEN IT YET. I'LL SEND YOU SOME OF THAT. THAT WE'VE, WE'VE USED THE MODEL R BUSINESS. OKAY, GREAT. SURE. I, I, YEAH, I THINK IT HAS TO BE DATA DRIVEN. WE HAVE A COUNCIL THAT'S VERY DATA DRIVEN. WE'RE VERY DATA DRIVEN. SO LET'S GET THAT DATA, LET'S ANALYZE IT. LOVE TO PUSH FOR IT. RIGHT NOW I LOOK AT IT LIKE AN INJECTION, LIKE YOU HAVE SOME BOOKING AND NOW WE'RE GONNA TRY TO BOOST IT FOR THE WINTER. BUT I WOULD AGREE WITH YOU, LAUREN, RIGHT NOW, IF I WAS READING THE POLITICAL TV WOULD BE VERY HARD TO GET APPROVAL TO HAVE AN EARLIER ONE. BUT I THINK IF WE CAN BUILD A DATA-DRIVEN ARGUMENT, I THINK WE COULD CHANGE THAT, RIGHT? YEAH. AND I CAN SAY AT THIS POINT, BECAUSE I WASN'T THINKING OF IT, IT COULD BE CHALLENGING TO LAUNCH ADVERTISING IN OCTOBER. I WOULD HAVE TO TAKE IT TO COUNCIL IN OCTOBER, AT LEAST NOVEMBER 1ST, THEN THIS YEAR. EVEN IF IT'S THE ONLY ISSUE GUYS TOO THOUGH, IS WE GOTTA REMEMBER WE'RE IN A POLITICAL SEASON. SO YOU, YOUR DOLLARS AREN'T GONNA GO AS FAR IN OCTOBER. SO YOU'RE GONNA WANT TO BE VERY TRUE AS SOON AS THAT ELECTION'S OVER IN YEAH. FIRST WEEK IN NOVEMBER WE'RE GONNA BE WHERE WE WANNA BE ON. RIGHT. IT MAY NOT BE POSSIBLE IN THIS CYCLE, RICHARD, BUT I I DO AGREE WITH YOU. IT WOULD BE NICE TO ADVANCE. I I I UNDERSTAND THE, AND I AGREE WITH JOHN IN TERMS OF HIS COMMENTS ABOUT THE TIMING RELATIVE TO OTHER THINGS GOING ON. AND SO, BUT AGAIN, I I JUST WANNA MAKE SURE WE HAVE THAT AS, 'CAUSE WE'RE HAVING DIFFERENT SEGMENTS, WE'RE APPROACHING AT DIFFERENT TIMES OF THE YEAR AND JUST MAKING SURE THE LEAD TIME FOR OUR PROGRAMS IS THE GENERIC QUESTION. YEAH. AND TO, TO, YOU KNOW, RANDY'S POINT ABOUT LET'S GET THE DATA TO HELP US CONVINCE DATA CENTRIC ORIENTED PEOPLE. I THINK THAT'D BE PERFECT. AND WE MIGHT NOT GET IT THIS CYCLE GRANTED, BUT LET'S MAKE THAT A GOAL IF WE CAN. AND ALSO THINKING ABOUT IT AS YOU'RE GONNA ADVERTISE DIFFERENTLY TO THE PERSON IN CHICAGO THAN YOU ARE IN PHOENIX. OF COURSE. TOTALLY. YEAH. OF COURSE. YOU'LL SEE SUNNY WEATHER HERE, . YEAH, IT'S PRETTY SIMPLE. I JUST WANNA SAY EVEN MY FAMILY'S, YOU KNOW, VERY BUDGET FRIENDLY HOTEL IN THE VILLAGE OF OAK CREEK HAS A YEARLY, UM, LEAD TIME OF 50 DAYS FOR THE PAST TWO YEARS. AND THEY ALSO GET A LOT OF PEOPLE WHO ARE COMING UP, YOU KNOW, THE DAY OF BOOKING THE DAY OF. SO I DO FEEL IF YOU'RE SAYING AVERAGE IS 50, THE AVERAGE FOR THE YEAR WAS 50 DAYS. I JUST, WHICH JUST SEEMS HIGH, ESPECIALLY FOR THAT PARTICULAR MARKET. SO I, AND I KNOW FROM MY OWN PERSONAL SELF, LIKE WE'VE ALREADY DECIDED WHAT WE'RE DOING NEXT SUMMER, YOU KNOW, LIKE I JUST FEEL LIKE, BUT I GET IT, YOU DON'T WANNA DO IT ON OCTOBER, BUT MAYBE IF WE COULD FIND THAT DATA, IT'D BE GOOD. HAVE IT COOL. SO, UM, WOULD LOVE TO SEE THAT FROM YOU, RICHARD. ANYBODY ELSE THAT CAN KIND OF SEND IT. WE'LL ALSO DO OUR OWN INVESTIGATION, BUT UM, JUST WITH THE REMAINING TIME, WE'VE GOT, UM, ONE MARKETING PLAN UPDATE BECAUSE IT HAS TO DO WITH THE A OT RURAL CO-OP I CAN WALK YOU THROUGH, WHICH IS, UM, A REALLY FANTASTIC PROGRAM. I'M SURE I MENTIONED THIS BEFORE, BUT YOU KNOW, WE COULD APPLY FOR UP TO $50,000 OF PRESELECTED OPTIONS OR KIND OF STRATEGIES THAT, UM, A OT THEN MATCHES THE OTHER 50%. SO OUR 50 GRAND TURNS INTO A HUNDRED GRAND. AND TRULY WHAT I LOVE ABOUT THIS PROGRAM AND KINDA MY STATE TOURISM OFFICE HAT ON IS THAT THIS IS A FANTASTIC ONE TO BE HONEST WITH YOU. AND, UM, FOR A LOT OF DESTINATIONS THAT, YOU KNOW, HAVE A MORE MODEST BUDGET THAN SEDONA, IT REALLY BECOMES THEIR MARKETING PLAN IN A LOT, IN A LOT OF REGARDS. SO AT LEAST WITHIN THE CONFINES OF THIS PROGRAM. UM, A COUPLE THINGS TO CALL OUT HERE, AND I'LL KIND OF KIND OF JUMP BACK AND FORTH, BUT I MENTIONED WE'RE DOING MORE WORK WITH, UM, GROUP SALES AND IN ADDITION TO, WE JUST GOT OUR HELMS BRISCOE MEMBERSHIP INVOICE, WHICH I'M REALLY EXCITED ABOUT. UM, THAT'S GONNA GET US SOME ACCENT, SOME ACCESS INTO THE CNT PLATFORM, SPECIFICALLY KIND OF A WHITE LABELED VERSION BY HELMS BRISCOE. BUT THAT'LL GIVE JAMES AND ME AN OPPORTUNITY TO KIND OF UTILIZE THAT TO GENERATE BETTER MEETING SALES OPPORTUNITIES FOR EVERYBODY. AND THEN WHEN IT COMES DOWN TO TRADE SHOWS, YOU KNOW, FORMALLY WHAT WE'RE LOOKING AT IS NTA TRAVEL EXCHANGE, WHICH IS IN NOVEMBER. AND THEN THERE'S A, AND THAT'S KIND OF MORE OF A DOMESTIC TRAVEL TRADE SHOW. UM, TRAVEL CLASSICS WEST IS GONNA BE IN SCOTTSDALE. IT'S DIRECTLY AFTER NTA. SO THAT'S A CHANCE TO MEET WITH MEDIA. IT'S NOT QUITE GROUPED, BUT IT'S STILL AT LEAST IN KIND OF THE MEDIA SIDE OF THINGS. GO WEST SUMMITS IN JANUARY, 2025. UM, [01:50:01] I'M ATTENDING THAT. UH, THAT'S GONNA BE ANOTHER CHANCE TO KIND OF RAMP UP OUR ACCESS TO LEAD GENERATION. AND THEN THE PLAN RIGHT NOW IS FOR ME TO ATTEND THE UK AND FRANCE MEDIAN SALES MISSION WITH A OT IN MARCH, WHICH WILL KIND OF GET US BACK IN THE INTERNATIONAL MARKET. AS A REMINDER, HEATHER HERMAN WAS IN THE GERMANY ONE LAST YEAR, SO WE REALLY MADE THE CALL TO KIND OF MOVE AROUND. WE CAN'T GO TO ALL THESE RIGHT NOW, BUT LET'S KIND OF AT LEAST GET US OUT THERE. AND THEN IPWI KIND OF COME BACK TO, IT'S HIGHLIGHTED IN ORANGE HERE BECAUSE A OT ONLY HAS FOUR SPOTS, SO I NEED TO SUBMIT AN APPLICATION BY THE END OF THE WEEK FOR THIS. THEY'VE KIND OF ASKED QUESTIONS. THIS ONE IS A LITTLE BIT IN FLUX, BUT I HOPE TO KIND OF GET BACK TO FOLKS. I THINK, YEAH, I'LL KNOW BY THE NEXT MEETING WHETHER OR NOT OUR SECOND APPLICATION FOR THIS GETS APPROVED. UM, JUST SOME OTHER THINGS IN HERE. UM, I THINK WHAT'S NICE IS WE GOT OUR WEBSITE HOSTING FEES PAID FOR AT LEAST 50% OF IT. KIND OF A MODEST SUM, BUT IT'S ALWAYS NICE WHEN WE CAN NICKEL AND DIME EVERY, EVERY ONCE IN A WHILE. UM, SOME GOOD CALL OUTS THOUGH IS THAT WE'VE GOT, UH, KEEGAN'S GONNA BE WORKING WITH CASUAL ASTRONAUT ON SOME SOCIAL MEDIA SUPPORT. THEY'RE A PHOENIX BASED COMPANY THAT WORKS WITH A O OT THAT'S GONNA HELP US JUST KIND OF WITH 1 0 1 BASICS ON, YOU KNOW, ALL YOUR TEMPLATES IN ORDER IS YOUR CONTENT IN ORDER. HERE'S SOME EXAMPLE POSTS JUST GIVING US A NICE FRAME OF MIND OF, YOU KNOW, HOW WOULD AN AGENCY SHOW US WHAT TO DO? AND I THINK THERE'S A LOT OF OPPORTUNITIES WITH FINDING WAYS TO CONNECT OUR SOCIAL MEDIA WORK WITH OUR KIND OF LARGER, LARGER CAMPAIGN WORK. SO WE'RE INTERESTED TO GET JUST ANOTHER PERSPECTIVE ON THE TABLE FOR US AS WE CONTINUE TO BUILD OUT OUR PROGRAM. UM, SAME THING WITH KIND OF THE WORK THAT ROB DOES WITH, UM, SEARCH ENGINE OPTIMIZATION. WE'RE GONNA HAVE MADDEN MEDIA COME IN AND BASICALLY DO AN, AN AUDIT IF YOU WILL, ON KIND OF OUR SEO AND GIVE US SOME SUGGESTIONS THEN WE CAN UTILIZE MOVING FORWARD. UM, WE'VE GOT SOME SEARCH ENGINE MARKETING SET ASIDE THAT'S TIMED TO KIND OF BE AVAILABLE FOR WHEN WE DO OUR WINTER OR SUMMER CAMPAIGN, DEPENDING ON WHICH ONE WORKS THE BEST. UM, ONE THAT I'M KIND OF EXCITED ABOUT WOULD BE THERE IS A A ZERO, WHICH IS SIMILAR TO A DATA FI IN THE SENSE THAT THEY DO GEOLOCATION ATTRIBUTION. WE USE DATA FI FOR OUR CAMPAIGNS TO DO THE ATTRIBUTION TO THE HOTELS, WHICH IS PRETTY MUCH THE PRIMARY THING THAT WE'RE REPORTING ON. UM, MY HOPE IS THAT WE'VE GOT AT LEAST ALL OR PART OF AN EDUCATIONAL CAMPAIGN IN TIME FOR MARCH, WHICH IS, I KNOW WHEN WE, WHEN WE ARE KIND OF IN OUR NEXT HIGH SEASON AND WE'LL BE ABLE TO UTILIZE THE $12,000, I THINK THERE'S SIX FROM US, SIX FROM A OT TO DISTRIBUTE ADS LIKELY INTO PHOENIX THAT WE KNOW ARE COMING. HOPEFULLY THERE'S KIND OF WAYS THAT, WAYS THAT THOSE FOLKS CAN DO THAT AND THEN GIVE THEM A TAKE, TAKE THE SHUTTLE AND THEN WE'LL BE ABLE TO KNOW IF THEY CAME INTO MARKET, UM, BE ABLE TO COMMUNICATE THAT WE ACTUALLY REACH THOSE FOLKS. SO, UM, I WON'T READ YOU THROUGH ALL THESE, BUT THERE'S A LOT OF REALLY COOL OPTIONS IN HERE. I'M HAPPY TO TALK ABOUT THEM OFFLINE, BUT IT'S REALLY JUST NICE TO SEE THAT A LT HAS THIS PROGRAM AVAILABLE. IT DOES COMPRISE $50,000 OF OUR MARKETING BUDGET. UM, AND REALLY JUST KIND OF CLARIFY, ONE LAST COMMENT WOULD BE THAT, YOU KNOW, WHAT WE DID WAS SORT OF MORE OF A SCATTERSHOT APPROACH WE WANTED TO WORK WITH, RATHER THAN PUTTING ALL OUR MONEY IN KIND OF ONE BASKET AND DOING THAT, WE SAID, HEY, LET'S JUST BRING IN DIFFERENT AGENCIES. AND I KIND OF GAVE YOU A LITTLE BIT OF INSIGHTS INTO A FEW OF THE THINGS THAT JUST SAY, HEY, LOOK UNDER THE HOOD, DOES THIS LOOK GOOD? DO YOU HAVE SOME IDEAS TO MAKE IT BETTER? SO I THINK AS WE, AS WE MOVE INTO FUTURE YEARS, WE MIGHT KIND OF MOVE AWAY FROM THIS SCATTERSHOT APPROACH AND THE WAY THAT WE SUBMIT AND MAYBE LOOK TOWARDS KIND OF MORE KIND OF LIKE LARGER INVESTMENTS IN SPECIFIC THINGS. BUT I THINK THERE'S A LOT OF VALUE RIGHT NOW FROM GETTING A BUNCH OF EXPERTS TO TELL US THEIR PERSPECTIVE. SO, UM, ANY QUESTIONS, COMMENTS ON A OT CO-OP? SWEET. WELL, I GUESS BACK OVER TO YOU, JOHN. ALRIGHT. I HAVE SOMETHING BEFORE WE FINISH. SURE. OKAY. ANYBODY FROM THE GROUP? GO AHEAD, TAKE A SEC. I JUST WANTED TO SAY, I WAS DOING A BIT OF RESEARCH FOR TODAY AND WAS, UM, LOOKING AT THE GSTC DESTINATION STEWARDSHIP REPORT AND ONE OF THE PLACES THAT CAME UP ON THERE WAS DURANGO AND I WENT AND I CLICKED ON THE DURANGO VISIT DURANGO WEBSITE 'CAUSE THEY WERE, YOU KNOW, UM, SAYING TO BE DOING WELL IN THEIR STEWARDSHIP. AND THE FIRST THING YOU SEE IS RESPONSIBLE TOURISM LIKE CENTER ON THE PAGE AND THEN RIGHT NEXT TO THAT IS BLOG. AND WHEN YOU GO TO THEIR BLOG OR WAIT, NO, THAT'S NOT THEIR BLOG, THE BLOG, IT'S UM, IT'S VERY CLEARLY LIKE PREVENTING INVASIVE SPECIES DINING OUT ETIQUETTE, A GUIDE TO TRANSPORTATION, UM, TRANSPORTATION ALTERNATIVES, A GUIDE ON RAFTING RESPONSIBLY, A GUIDE ON HIGH ALTITUDE AWARENESS IN DURANGO, HOW TO BE BEAR AWARE. SO EVERYTHING ON THEIR BLOG IS VERY STEWARDSHIP ORIENTED. AND WHEN YOU GO TO OUR NEW WEBSITE, STEWARDSHIP AND BLOG ARE IN THE VERY BOTTOM ON THE LEFT. SO EVEN IF IT WAS JUST STEWARDSHIP THAT WAS BUMPED UP TO THE TOP AND THEN STAYED AT THE TOP ALONG WITH STAY, EAT, PLAY AND SHOP, IT'S JUST A SHIFT. SO WE'RE NOT JUST A-D-M-M-O, BUT WE'RE A DM MSO, WE'RE A DESTINATION MARKETING, MANAGING STEWARDSHIP ORGANIZATION, , THAT'S A LOT OF THINGS IN THE MOUTH. BUT, UM, YOU [01:55:01] KNOW, AND, AND THERE ARE PLACES WHEN I WAS DOING, YOU KNOW, READING THROUGH SOME OF THIS, UM, THAT ARE SHIFTING TO THAT CONSIDERING THEMSELVES A DESTINATION STEWARDSHIP ORGANIZATION AND JUST KIND OF DROPPING THEM THAT FROM, YOU KNOW, WHAT THEY'RE PUTTING OUT INTO THE WORLD, EVEN THOUGH OBVIOUSLY EVERYBODY'S DOING MARKETING AND MANAGING BEHIND THE SCENES. BUT THAT WAS JUST REALLY SORT OF, UM, GLARING TO ME THAT WE'VE GOT SORT OF A, UM, YOU KNOW, IT, IT SHOULD BE REVERSED. THE OTHER STUFF SHOULD BE UP AT THE TOP, ESPECIALLY IF, YOU KNOW, WE'RE WANTING TO MAKE THIS AND ALL THE TIME ON EDUCATIONAL EMPHASIS. UM, EVEN JUST MOVING THOSE TWO LINKS TO THE TOP OF THE PAGE AND THEN FOCUSING THE BLOG POSTS OBVIOUSLY IN A WAY THAT MAKES THEM VALUABLE IN THAT SPACE. UM, I JUST REALLY WANTED TO POINT THAT OUT. COOL. YOU KNOW, I WAS ALREADY TALKING TO ROB ABOUT, UM, A BLOG FOR CAR-FREE ITINERARIES, SO COOL. JUST KIND OF ONE, ONE THING WE'RE THINKING ABOUT IN THAT SPACE. COOL. MEGAN, ANYTHING ELSE? GREAT OR GROUP? JUST ONE MORE COMMENT, AND I PROBABLY SHOULD HAVE SAID THIS UP FRONT, BUT I JUST WANTED TO FORMALLY BE ON RECORD AND, AND THANK DAVID FOR, YOU KNOW, THE YEAR THAT, THAT HE HAS BEEN WITH US. UM, AND I JUST WANT A PERSONAL ANTIDOTE HOW MUCH I'VE APPRECIATED HIS, HIS CHAIRMANSHIP AND HIS FRIENDSHIP. AND I JUST WANNA WISH HIM AND HIS FAMILY THE BEST IN THIS REALLY, REALLY TOUGH SITUATION. BUT I JUST WANTED TO AGAIN, PUBLICLY SAY THANK YOU VERY MUCH TO HIM AND, AND HIS WIFE LETTING HIM DO THIS AND SPEND ALL THE TIME WITH US. SO AGAIN, THANK YOU VERY MUCH DAVID. WE, WE LOVE YOU. YOU'RE HERE. YEP. GREAT. [6. FUTURE MEETING DATE] GREAT. UH, WE GOT THE, UH, FUTURE MEETINGS GONNA BE OCTOBER 2ND, THAT WEDNESDAY THREE O'CLOCK, JUST LIKE ALWAYS. AND THOSE ARE THE TOPICS THAT WE HAVE SO FAR FOR THAT MEETING. IF ANYBODY HAS ANYTHING ELSE, PLEASE LET US KNOW. WE'LL GET IT ADDED. AND ANYBODY GOT ANYTHING ELSE? WE CAN GO AHEAD AND ADJOURN THEN YOU CAN HIT THE GAVEL. OKAY. . * 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.