[00:00:01]
YOU KIND STAND UP WHEN YOU GO AHEAD AND CALL[1. CALL TO ORDER, PLEDGE OF ALLEGIANCE, ROLL CALL]
THE MEETING TO ORDER.ALLEGIANCE TO THE FLAG OF THE UNITED STATES OF AMERICA.
AMERICA REPUBLIC PROBATION STANDS.
LIBERTY AND JUSTICE FOR AND ROLL CALL.
OKAY, CHAIR FITZ GIBBONS, VICE CHAIR JOHNSON.
SO HERE, OR NO ONE? ARE THESE THIS ONE? I THINK SHE'S THAT ONE.
[2. ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF]
FOR ANNOUNCEMENTS.DOES ANYBODY ON THE BOARD HAVE AN ANNOUNCEMENT OR SUMMARY OF A CURRENT EVENT? NOTHING'S HAPPENED SINCE FEBRUARY.
UH, I HAVE A ADJACENT ANNOUNCEMENT.
IT'S NOT ANNOUNCEMENT, IT'S JUST A STATEMENT.
I WAS IN VENICE OVER, I WAS IN VENICE FOR THREE WEEKS.
UH, AND I WAS LOOKING AT TOURISM BECAUSE IT'S PART OF MY RESEARCH.
UH, AND IN VENICE THERE IS NO DOWNTIME ANYMORE.
THERE ARE TOURISTS EVERYWHERE AND THEY LIMITED THEIR GROUP SIZE TO 25.
JUST IN THINKING ABOUT TOURISM, I HAVE SOME ANECDOTAL, UH, OBSERVATION OF THE FACT THAT THE, UM, CLOSING OF THE CROSSWALK HAS SIGNIFICANTLY HELPED MY TIME OF GETTING FROM SOUTH OF 1 79 THROUGH THE ROUNDABOUT AND INTO WEST SEDONA.
SO THERE'S, I DON'T, I HAVEN'T SEEN THE REAL DATA, BUT I LIVE SOUTH OF 1 79, ABOUT A MILE SOUTH OF TAL KA P**I.
AND I HAVE SEEN A, A DEFINITE IMPROVEMENT THIS YEAR DURING BUSY SEASON.
THAT'S MY, THAT'S MY ANNOUNCEMENT.
ALTHOUGH I JUST CAME FROM THE CHAPEL AREA, THAT'S WHY I'M LATE.
UH, AND I FELT LIKE, YOU KNOW, ONE OF THOSE DREAMS WHERE YOU KEEP RUNNING AND YOU CAN'T GET TO YOUR APPOINTMENT AND YOU KEEP RUNNING.
UM, AND JUST UPDATE, RENEE TAYLOR IS NOW PRESENT.
SO OUR FIRST ANNOUNCEMENT IS I WOULD LIKE TO WELCOME LINDSAY HAMMERSMITH AS OUR NEWEST BOARD MEMBER.
IF YOU WANNA TAKE A MINUTE JUST TO TALK ABOUT WHY YOU WANTED TO BE ON THE BOARD AND OH, BEAUTIFUL.
ARE YOU EXCITED ABOUT? WELL, THANK YOU.
UM, I CAME TO SEDONA, UM, OVER 13 YEARS AGO AS, UM, FOR EMPLOYMENT REASONS.
UM, I'M A PHYSICAL THERAPIST AND I CAME FOR A SPECIALTY CLINIC.
UM, AND SO, UM, I HAVE SPENT A LONG TIME HERE NOW SEEING DIFFERENT ASPECTS OF, UM, OF HEALTHCARE AND HAVE SINCE STARTED MY FAMILY.
UM, I HAVE FOUR KIDS AND, UM, MY HUSBAND AND I, UM, HAVE OWNED A REAL ESTATE BUSINESS, A PROPERTY MANAGEMENT BUSINESS FOR OVER FIVE YEARS.
AND SO, UM, I REALLY SEE THE POSITIVES AND THE CHALLENGES OF TOURISM.
I REALLY UNDERSTAND COMING IN, UM, NOT SURE IF I WOULD STAY LONG TERM AND UNDERSTANDING THAT TRANSITION AND BECOMING A RESIDENT, UM, AND WORKING WITH TOURISTS AND TAKING CARE OF RESIDENTS.
AND, UM, SO I THINK CONVERSATIONS LIKE THIS ARE SO VITALLY IMPORTANT.
AND I REALLY FEEL IF YOU DO HAVE THE BLESSING OF LIVING IN SEDONA, THEN THERE'S A TRUE STEWARDSHIP AND A SPIRIT OF VOLUNTEERING THAT I HAVE FELT THAT IMMEDIATELY, AND I'VE ALWAYS TRIED TO BE A PART OF SO MANY DIFFERENT ORGANIZATIONS.
SO, UM, I, I JUST HAVE SEEN REAL CHANGE LATELY.
AND SO I REALLY HONOR THE WORK, UM, THAT SO MANY OF THE PEOPLE IN THE CITY HAVE DONE AND HAVE CREATED THESE PARTNERSHIPS.
UM, AND WHEN THIS SPOT OPENS UP, UM, I JUST THREW MY HAT IN AND CAN'T BELIEVE I WAS, UM, THE RUNNER UP
[00:05:01]
UM, BUT THRILLED TO BE HERE AND JUST, I'M GONNA BE LEARNING A LOT, BUT DO FEEL LIKE I, I DEFINITELY HAVE A REAL, UM, EXPERIENCE OF LIVING IN SEDONA AND, UM, CAN'T WAIT TO BE A PART OF THIS GROUP.
UH, THE SECOND THING THAT I WANTED TO BRING UP WAS JUST A RECAP OF THE COUNCIL MEETING.
UM, WE WENT TO COUNCIL IN FEBRUARY, MARCH, MARCH 11TH.
UH, AND WE DID TWO THINGS AT THAT MEETING.
WE TOOK, UM, THE VISITOR, UH, VISITOR CENTER CONTRACT, UM, TO COUNCIL.
UH, WE ACTUALLY TOOK A, A ONE YEAR CONTRACT, UH, WITH AN OPTION TO RENEW, UM, FOR THE NEXT FISCAL YEAR.
AND COUNCIL, UM, APPROVED THAT WITH A SEVEN TO ZERO, WHICH WAS GREAT.
UM, DAVID KEY WAS THERE AND HE WAS WONDERFUL TO HELP, UM, PRESENT AND BRING THAT PERSPECTIVE OF ALL OF THE METRICS FROM THE VISITOR CENTER.
BUT, UH, I JUST WANNA SAY THAT THIS WAS PROBABLY THE, THE MOST, UM, CONFIDENT THAT I'VE SEEN CITY COUNCIL BE ON VISITOR SERVICES IN SEDONA.
AND I, UH, THINK THAT HAVING THE SOUNDING BOARD OF THE TAB AND YOUR RECOMMENDATION IS WHAT MADE THAT POSSIBLE.
SO THANK YOU FOR ALL OF THAT WORK THAT WE DID.
UM, AND THE SECOND THING THAT WE DID WAS WE TOOK THE, UM, THE KIOSK TO COUNCIL.
AND, UH, BECAUSE WE HAVEN'T HIRED THE COORDINATOR QUITE YET, WE HAD, UM, QUITE A BIT OF SALARY SAVINGS IN THIS YEAR'S BUDGET.
SO RATHER THAN DOING IT AS A DECISION PACKAGE FOR NEXT YEAR'S BUDGET, UM, IN THAT MEETING, I THOUGHT, WELL, LET'S JUST HAVE THE CONVERSATION WITH COUNCIL TO SEE IF THEY WANT ME TO SPEND, UH, SPEND THE MONEY IN THIS YEAR'S BUDGET SINCE I HAVE SOME SAVINGS.
UM, AND THEY ALL THOUGHT THAT THAT WAS NOT ALL ACTUALLY SIX OF THEM, UM, THOUGHT THAT WAS A GOOD IDEA.
UM, ONE OF THEM DID NOT BECAUSE HE DIDN'T, UM, HE DOESN'T USE THAT TYPE OF TECHNOLOGY HIMSELF.
UM, BUT REGARDLESS, UH, ANDREW AND I ARE PURSUING THAT RIGHT NOW.
UM, THE CITY MANAGER HAS THE PROCUREMENT AUTHORITY TO SPEND, UM, UNDER A HUNDRED THOUSAND WITHOUT HAVING IT GO THROUGH COUNCIL.
WHAT I THOUGHT, BECAUSE WE HAD TALKED ABOUT IT AND BECAUSE I WAS PLANNING ON TAKING IT AS A, A BIGGER THING AS PART OF THE BUDGET FOR NEXT YEAR, THAT I WOULD JUST TAKE IT TO CITY COUNCIL ANYWAY AND GET THEIR BLESSING, WHICH THEY DID.
SO JUST KNOW THAT ANDREW AND I ARE FEVERISHLY WORKING ON THAT.
UM, TRYING TO GET THEM, UH, THE CITY RULES ARE, UH, THAT WE HAVE TO HAVE THE PRODUCT IN HAND BEFORE THE END OF THE FISCAL YEAR.
SO, UH, YEAH, WE'RE WORKING, WORKING BACKWARDS FROM THAT DEADLINE.
WHOSE OPTION ON THE ONE YEAR LEASE? THE, OUR, OUR OPTION.
DID YOU CUT YOUR HAIR?
IT'S A LONG STORY, BUT YES, I DID.
WELL, I GUESS IT'S A SHORT STORY.
THEN JUST MOVING INTO SOME UPDATES FOR ME.
SO, UM, I KNOW YOU'RE ALL AWARE THAT WE MOVED THIS TO THE 16TH 'CAUSE I WAS ON A SALES AND MEDIA MISSION WITH ARIZONA OFFICE OF TOURISM AT THE START OF THE MONTH.
SO I WANTED TO START WITH A RECAP ON THAT AND THEN GIVE SOME UPDATES ON FAMS AND OTHER TRADE SHOWS.
SO, UM, ARIZONA OFFICE OF TOURISM ORGANIZED A DELEGATION OF SEVEN ARIZONA DESTINATIONS.
THERE WERE 11 OF US FROM DESTINATIONS AS WELL AS THREE A OT REPS.
SO 14 IN TOTAL FOR A SALES AND MEDIA MISSION TO THE UNITED KINGDOM IN FRANCE.
YOU COULD PICK SALES OR MEDIA, BUT WE ALL KNOW SEDONA SPECIAL, SO THEY LET ME BE IN BOTH TRACKS.
SO I'M REALLY APPRECIATIVE OF THAT.
IT DEFINITELY GAVE ME AN OPPORTUNITY TO GET THE MOST OUTTA THE EVENT.
'CAUSE WHENEVER SOMETHING WAS IMPORTANT, I WAS KIND OF ABLE TO KIND OF GO TO IT.
UM, AND THEN, UH, TRULY, YOU KNOW, OUR TOP MARKETS INTERNATIONALLY FOR ARIZONA, OUR CANADA AND MEXICO.
BUT IF YOU LOOK OVERSEAS, UNITED KINGDOM AND FRANCE ARE THE TOP.
UM, I HAVE HEARD THAT FRANCE AND GERMANY HAVE BEEN KIND OF, YOU KNOW, CHANGING THAT POSITION FOR NUMBER TWO, UK'S NUMBER ONE OVERSEAS.
UM, AGAIN, A BIG, BIG REASON WHY WE'RE BULLISH ON FRANCE IS THE AIR FRANCE DIRECT FLIGHT THAT GOT STARTED IN MAY FROM CHARLES DE GALL TO PHOENIX.
UM, WE DID ACTUALLY MEET WITH AIR FRANCE DURING THE MISSION, UM, AND THEY SAID THAT THEY'RE VERY PLEASED WITH, WITH THE FLIGHT.
THEY ARE SEEING MORE PEOPLE GO FROM PHOENIX TO PARIS THAN THEY ARE FROM PARIS TO PHOENIX.
BUT THAT'S STILL STILL A POSITIVE FOR US.
AND, UM, WHEN WE DID SPEAK WITH THEM, THEY WERE TALKING ABOUT EXPANDING THE DAYS OF SERVICE.
UM, SO THAT WAS KIND OF A HELPFUL, HELPFUL OUTCOME.
UM, WE DID SELECT THIS INVESTMENT AS PART OF THE RURAL CO-OP THAT A OT RUNS.
[00:10:01]
OF THE EXPERIENCE.OBVIOUSLY TRAVEL IS ON THE ATTENDEES, WHICH WAS CITY OF SEDONA.
UM, THE FOUR DAY AGENDA, UH, WE DID HAVE A, A BRIEFING ON SUNDAY NIGHT, BUT OTHERWISE IT WAS FOUR DAYS INCLUDED A MIX OF ONE-ON-ONE, ONE-ON-ONE APPOINTMENTS, NETWORKING EVENTS AND WORKSHOPS WITH 200 TRAVEL AGENTS IN MEDIA IN LONDON, MANCHESTER, AND PARIS.
UM, SO HERE'S JUST SOME QUICK PICTURES.
WE DID MEET WITH TRAVEL COUNSELORS, WHICH IS A KIND OF A NETWORK OF UNITED KINGDOM TRAVEL AGENTS.
UH, EACH OF US DESTINATIONS GOTTA GIVE ABOUT A FIVE MINUTE PITCH.
SO WE CREATED, GIVE OR TAKE A 30 MINUTE PROMO ABOUT ARIZONA THAT WAS THEN RECORDED IN A PROFESSIONAL STUDIO AND THEN SHARED OUT TO ALL THE DIFFERENT THOUSAND TRAVEL COUNSELORS.
WE WILL, WE'LL BE HOSTING A TRAVEL COUNSELOR REP IN AUGUST, I BELIEVE, AS PART OF A FAMILY WE'RE DOING WITH A OT.
AND THEN THE PHOTO ON THE RIGHT IS FROM, UH, ONE OF THE NETWORKING EVENTS, KIND OF EVENING EVENTS THAT WE DID IN LONDON.
WE DID A SIMILAR ONE IN FRANCE WHERE IT SORT OF ENDS THE DAY, KIND OF LIGHT, LIGHT FOOD FAIR, AND THEN PRESENTATIONS FROM FROM, FROM EACH OF THE DESTINATIONS.
UH, THE ONE IN PARIS WAS KIND OF WILD IN A VERY GOOD WAY.
UM, IT WAS, YOU KNOW, RENTED A RESTAURANT IN PARIS THAT WAS AMERICAN THEME SO THEY COULD TASTE, GET A BITE OF AMERICA.
EACH DESTINATION HAD THEIR OWN TABLE.
EACH TRAVEL AGENT HAD A PASSPORT AND THEY HAD TO COME AND TALK TO EACH OF THE DESTINATIONS.
SO IT WAS LIKE SPEED DATING ON SPEED DATING, I GUESS, YOU KNOW, IT WAS JUST A LOT OF IT.
AND BASICALLY LIKE, YOU KNOW, YOU WOULD TWO MINUTE PITCH OVER AND OVER AGAIN.
IT WAS ACTUALLY CRACKING DURING THAT EVENT.
SO, BUT REALLY, REALLY WORTH IT TO BE HONEST WITH YOU.
UM, WHAT BETTER OPPORTUNITY TO MEET WITH, YOU KNOW, 70 DIFFERENT TOURISM INDUSTRY PROFESSIONALS IN BASICALLY TWO HOUR TIME PERIOD.
SO REALLY, REALLY PLEASED WITH, WITH THAT OUTCOME.
UM, YOU KNOW, OBVIOUSLY IT'S AN INTERESTING TIME TO BE IN EUROPE DOING A SALES AND MEDIA MISSION.
SO I JUST WANT TO KIND OF SHARE WITH YOU SOME OF THE THINGS THAT, YOU KNOW, I'VE BEEN TAKING AWAY AND REFLECTING ON.
UM, TRULY INTERNATIONAL INBOUND TOURISM HAS BEEN IMPACTED BY THE EVENTS OF THE LAST COUPLE MONTHS.
UM, WE DID TALK A LOT ABOUT CANADA WHILE I WAS THERE, ALTHOUGH WE DID NOT INTERACT WITH CANADA.
UM, I BRING IT UP TO SAY THAT FROM WHAT I'M SEEING, THE CANADIAN MARKET IS BEING THE MOST IMPACTED IN TERMS OF INBOUND TOURISM.
UM, IT IS THE NUMBER ONE MARKET TO ARIZONA, VERY LIKELY THE NUMBER ONE MARKET TO SEDONA.
UM, YOU KNOW, ONE THING I WILL SHARE IS THAT I HAVE BEEN BASICALLY INFORMED THAT THE CANADIAN DELEGATION IS MOSTLY BACKED OUT OF THE IPW CONFERENCE IN JUNE.
UM, AND I BRING THAT UP TO SAY THAT WE DID NOT HEAR THAT FROM THE UK AND FRANCE.
SO I DID HEAR THAT, YOU KNOW, FRANCE HAS, YOU KNOW, INCREASED ITS DELEGATION.
AT LEAST THAT'S WHAT I WAS TOLD.
SO ALTHOUGH THEY'RE ALL IMPACTED, IT'S NOTICEABLE THAT ONE COUNTRY'S KIND OF PULLING OUT OF B2B WHERE OTHER COUNTRIES ARE NOT PULLING OUT OF THE B2B SIDE OF THINGS.
UM, WHEN I DID TALK TO SOME FRENCH TRAVEL AGENTS, THEY WERE SAYING THEY WERE ANYWHERE BETWEEN 20 TO 25 TO 40% DOWN.
UM, SOME ANECDOTES WERE THAT, YOU KNOW, 10 INQUIRIES IN A WEEK WAS BAD.
UM, SOME OF THIS IS SIMILAR TO THE LAST TIME THE CURRENT ADMINISTRATION CAME INTO OFFICE.
THEY SAW SORT OF A DIP THE FIRST SIX MONTHS AND THEN THINGS KIND OF GOT BACK.
SO THERE'S ONE SCHOOL OF THOUGHT THAT THE SUMMER MIGHT SEE A PICKUP AND THERE'S OTHER SCHOOL OF THOUGHT THAT THAT MAY NOT BE THE CASE.
UM, ONE, ONE OTHER THING I'LL SHARE THAT'S KIND OF INTERESTING IS THAT, UM, THOSE AGENTS THAT SELL JUST THE US ARE BEING IMPACTED LESS.
'CAUSE PEOPLE ARE WALKING INTO THAT ROOM SAYING, I WANT TO GO TO THE US.
THOSE AGENTS THAT SELL GLOBAL DESTINATIONS, YOU KNOW, YOU KNOW, SOUTH AMERICA, CANADA, THEY'VE GOT OPTIONS AND THEY'RE SEEING PEOPLE GRAVITATE TO THEM.
SO THAT WAS SOMETHING I'VE BEEN KIND OF THINKING ABOUT A LITTLE BIT, UM, JUST, I DUNNO IF THERE'S A SOLUTION FROM THAT, BUT JUST INTERESTING TO REFLECT ON WHERE THEY ARE IN THE FUNNEL ESSENTIALLY AND HOW THAT'S HOW THAT'S HAPPENING.
UM, ACROSS THE BOARD, WE HEARD THAT SHARING A WELCOMING MESSAGING RIGHT NOW THAT WE'RE OPEN, WE, WE, WE APPRECIATE YOU IS VERY IMPORTANT.
UM, YOU'LL SEE ON A LATER SLIDE THAT A LOT OF THE FAMOUS WE HAVE COMING UP ARE WITH EUROPEAN MEDIA, EUROPEAN TRADE.
SO I THINK THAT'S A NICE WAY THAT WE'RE, YOU KNOW, FOLLOWING THROUGH WITH SORT OF THAT RECOMMENDATION.
OBVIOUSLY AS MUCH AS IT WAS AN INTERESTING TIME TO BE THERE, THE FACT THAT WE HAD 14 PEOPLE FROM ARIZONA IN PERSON MEETING WITH EVERYBODY, I THINK DEFINITELY MEANT A LOT TO THE FOLKS THAT WE WERE MEETING WITH.
UM, SPIRITS WERE HIGH, I GUESS IS A GOOD WAY TO PUT IT.
UM, AND YOU KNOW, TRULY THE EFFORTS WE'VE BEEN DOING TO ADVANCE BUSINESS TO BUSINESS INDUSTRY DEVELOPMENT IS WORKING.
YOU KNOW, I THINK A LOT OF THIS STUFF TAKES TIME.
I'M SEEING RESULTS FASTER THAN I HONESTLY ANTICIPATED.
UM, QUICK TAKEAWAYS WOULD BE WE DID A, A FAM ACTUALLY AT THE AURORA, AURORA ROBLE WITH SOME FRENCH TRAVEL AGENTS BACK IN JANUARY.
I HAD A CHANCE TO MEET WITH ONE OF THE GENTLEMEN AT ONE OF THE NETWORKING EVENTS.
HE GOES, I PUT SEDONA AND EVERYONE IN MY ITINERARIES NOW.
UM, JUST KIND OF ONE, ONE STATEMENT.
UM, CALI FUN IS A FRENCH TOUR OPERATOR THAT WE HOSTED IN JANUARY ON A FAM I MET WITH THEM AT GO WEST, WE SAW THEM IN PARIS.
THEY BROUGHT 25 PEOPLE HERE ON SUNDAY.
SO, UM, AGAIN, WE'RE SEEING, WE'RE SEEING THAT WORKING AND I APPRECIATE AOTS STRUCTURE THAT, YOU KNOW, THESE AREN'T ONE-OFF ENGAGEMENTS, ALTHOUGH THEY MIGHT APPEAR THAT WAY.
IT'S IF I GO TO A CONFERENCE, IF WE'RE HOSTING
[00:15:01]
FAM, IF I'M GOING ON THESE MISSIONS, I'M TYPICALLY INTERACTING WITH THE SAME PEOPLE, WHICH HELPS TO BUILD THAT RELATIONSHIP AND UNDERSTANDING.I'M NOT EDUCATING THEM ABOUT SEDONA.
I HAVE TO DO THAT THE FIRST TIME.
THE SECOND TIME IT'S BRINGING THEM INTO THE CONVERSATION.
UM, LOOKING KIND OF BACKWARDS AND FORWARDS ON FY 25 FAM UPDATES RIGHT NOW.
SO, UM, FROM THE FIRST THREE QUARTERS OF THE FISCAL YEAR, WE'VE HOSTED 27 FAMS 130 ATTENDEES.
UH, LOOKING TOWARDS THE NEXT THREE MONTHS, WE'VE GOT, YOU KNOW, THREE FOLKS THAT WE'RE DOING THIS MONTH.
WE'VE GOT, UM, AGAIN, ONE OF THEM IS KIND OF A BELGIAN RADIO AND TELEVISION PERSONALITY THAT WE'RE HOSTING.
WE'VE GOT, UM, SEVEN, UH, TRAVEL AGENTS FROM BENELUX COMING IN MAY, AND THEN WE'VE GOT 10 FRENCH TRAVEL AGENTS COMING IN JUNE.
THERE'S A GERMAN FILM SEGMENT THAT WE'RE GONNA TRY TO GET CO-PRODUCED WITH COTTONWOOD.
UM, WE'VE GOT FOUR AUSTRALIAN MEDIA COMING AND THEN WE'VE GOT, UM, AN ITALIAN TRAVEL ENGINE COMING IN JUNE.
SO, UM, WE HAD HAD SET A TARGET FOR 40 FAMS. WHAT YOU SEE HERE IS 37.
SO HOPEFULLY WE GET KIND OF THREE MORE COMING IN BY THE END OF THE YEAR.
UM, BUT I THINK IT'S JUST, IT'S JUST NICE TO SEE THE CONTINUED ENGAGEMENT.
UM, ONE OF THE FAMS THAT WE DID DO THAT YOU HEARD ME MENTION WAS OUR TRAVEL CON FAM, WHICH WAS WHEN WE SPONSORED THE TRAVEL CON EVENT IN MARCH FOR FIVE CONTENT CREATORS.
UH, THOSE ARE THEIR NAMES THAT ATTENDED THE TRAVEL CON EVENT THAT WAS DOWN IN TUCSON.
UH, THE FOUR DAY ITINERARY WAS BILLED AS BE A STEWARD OF SEDONA AND REALLY HIGHLIGHTED THE SEDONA SHUTTLE VOLUNTEER, SEDONA RESPONSIBLE RECREATION AND SUPPORTING LOCAL BUSINESSES.
UM, ONE OF THE, ACTUALLY I'LL STOP THERE.
ONE REALLY LIKED THIS CONTENT THAT CAME OUT OF TAYLOR'S POST THAT WAS, YOU KNOW, FIVE DON'TS ON YOUR NEXT TRIP TO SEDONA, WHICH IS DON'T RELY ON YOUR CAR.
SO IT'S KIND OF A NICE WAY TO THINK ABOUT KIND OF THE EDUCATIONAL PIECE OF IT.
I THINK SHE DID A REALLY GOOD JOB.
UM, BUT TRULY WE DID THIS TO REALLY, UM, HAVE A, A PROOF POINT ON PUTTING VOLUNTEER ACTIVITIES INTO THE ITINERARIES FOR CONTENT CREATORS.
SO SPRING GRAPH WHO'S BEEN TO THESE MEETINGS BEFORE WAS A SUPER SUPPORTIVE PARTNER.
UM, AND GETTING US ORGANIZED WITH OAK CREEK WATERSHED COUNCIL.
WE DID A TWO HOUR CLEANUP, UM, JUST SOUTH OF KIND OF AK BY THE NEW, UM, UNDERPASS.
AND THE EIGHT ATTENDEES, MYSELF INCLUDED, COLLECTED 75 POUNDS OF WASTE FROM THE BANKS OF THE CREEK.
UM, GOT ALL OF THAT INCLUDED INTO THE CONTENT THAT WAS PUSHED OUT TO JUST REALLY SHOWCASE THIS, YOU KNOW, AUGMENTED DAY, LIKE MULTIPLE DAY TRIP OF SEDONA THAT HAS, YOU KNOW, EVERYTHING YOU WOULD WANT TO DO, BUT THROUGH THE LENS OF TAKING THE SHUTTLE THROUGH THE LENS OF GIVING BACK, WHICH WAS WHAT OUR OBJECTIVE WAS.
UM, AND THEN IF YOU REMEMBER, UM, WE DID HOST A WOMAN NAMED ALEX CASPAR, THAT'S A JOURNALIST BACK IN JANUARY.
GOT A NICE ARTICLE, UM, ON MSN WITH HER THROUGH THAT.
UM, SHE ALSO WRITES FOR THE ASSOCIATED PRESS.
SO WE WERE ABLE TO KIND OF PITCH HER ON A STORY ABOUT HOW SEDONA IN MOTION IS HELPING TO REDUCE, UM, TRAFFIC AND CONGESTION WITHIN SEDONA AND HOW THAT'S ENHANCING VISITOR EXPERIENCE, AS WELL AS A HIGHLIGHT ON HOW SPRING IS ENABLING NEW FORMS OF GIVING BACK TO SEDONA THROUGH THE WORK WITH VOLUNTEER SEDONA.
THIS IS ONE OF THE MANY SYNDICATED, UM, VERSIONS OF THIS ARTICLE THAT CAME OUT.
CAN WE GET A COPY OF THAT, ANDREA? I'D BE INTERESTED IN READING IT.
AND DID, UH, SEDONA PUT TOGETHER A VIDEO? I SAW IT ON SOCIAL THAT EXPLAINED THE SIM AND EVERYTHING THAT'S GOING ON.
IT WAS THE BEST EXPLANATION I HAVE SEEN.
I MEAN IT'S STILL CONFUSING, BUT IT'S LIKE, I DUNNO IF PEOPLE SAW IT, BUT IF YOU HAVEN'T IT'S REALLY GOOD BECAUSE IT IS.
I'VE BEEN A BIG BOOSTER OF THIS ALL, ALL ALONG AND THE BETTER WE UNDERSTAND IT, THE BETTER WE CAN COMMUNICATE.
UM, THE LAST I CHECKED, WHICH WAS PROBABLY A COUPLE WEEKS AGO, IT HAD 25,000 VIEWS, UM, THAT WAS DONE IN COORDINATION WITH, UM, OUR PUBLIC WORKS TEAM.
AND ROB OBVIOUSLY NARRATED IT.
YOU PROBABLY RECOGNIZED THE VOICE ON IT.
UM, AND THAT WAS PART OF IT, IS IT THAT AREA OF TOWN, EXPLAINING THOSE INFRASTRUCTURE AND PROJECTS IS ONE OF THE HARDEST THINGS TO EXPLAIN.
PEOPLE'S EYES JUST KEEP GETTING BIGGER AND BIGGER AS YOU'RE TRYING TO EXPLAIN IT TO 'EM.
UM, SO THANK YOU FOR NOTICING AND FOR APPRECIATING THAT.
UM, AND THEN JUST ONE LAST UPDATE IS THAT WE, UM, ARE IN THE PROCESS OF HIRING A SECOND COORDINATOR FOR THE TOURISM PROGRAM THAT WE CALL THE DESTINATION DEVELOPMENT COORDINATOR TO HELP WITH EARNED MEDIA AND TRAVEL TRADE.
WE DID FIRST ROUND INTERVIEWS LAST WEEK, UM, AND WE'RE GONNA BE INVITING A SELECTION OF THOSE FOLKS TO COME IN FOR SECOND ROUND INTERVIEWS.
WE'RE TARGETING FOR THE WEEK OF MAY 5TH.
SO FINGERS CROSSED WE'VE GOT SOMEONE SITTING BY THE END OF THE FISCAL YEAR.
[3a. Minutes from Wednesday, February 5, 2025 meeting]
APPROVAL OF THE MINUTES FROM OUR FEBRUARY 5TH MEETING.ANYONE HAD A CHANCE TO LOOK? ANY CONCERNS OR SOMEONE WANT TO MOVE TO APPROVE? I'LL MOVE TO APPROVE.
[4. PUBLIC FORUM]
PUBLIC FORUM AND I DO HAVE SOME CARDS TODAY.TRACY RANDALL, UM, CONCERNING THE CITY TRAILS POSITION, WE'LL HAVE THREE MINUTES.
[00:20:01]
UH, MY NAME IS TRACY RANDALL.I'M A RESIDENT OF SEDONA AND PRESIDENT OF THE VERDE VALLEY CYCLIST COALITION AND A BOARD MEMBER OF THE SEDONA RED ROCK TRAIL FUND.
I'M HERE TODAY TO ENCOURAGE TAB TO RECOMMEND TO THE CITY THE CREATION OF A FULL-TIME CITY TRAILS AND SHARED USE PATHWAY POSITION.
THE ROLE IS NOT UNUSUAL WITH EXTENSIVE TRAIL SYSTEMS. TYPICALLY HAVE CITIES WITH A, WITH AN EXTENSIVE TRAIL SYSTEM TYPICALLY HAVE A DEDICATED TRAIL STAFF MEMBER.
COTTONWOOD, FLAGSTAFF, AND PRESCOTT ALL HAVE ONE.
IN FACT, EVERY INCORPORATED COMMUNITY IN THE VERDE VALLEY HAS A TRAILS COORDINATOR EXCEPT JEROME, WHICH DOES NOT HAVE TRAILS IN SEDONA.
NATIONALLY RECOGNIZED WALKING AND BIKING TOWNS LIKE BOULDER, BRECKENRIDGE, CARBONDALE, COLORADO, SANTA FE, NEW MEXICO AND TUCSON ALL HAVE THIS POSITION.
WE WERE ADVISED BY THE CITY COUNCIL TO BUILD BROADER COMMUNITY SUPPORT AND TO SPEAK TO TAB AS TRAILS ARE A MAJOR TOURISM DRAW AND COULD ASSIST TAB TO ACHIEVE ITS GOALS SUCH AS SPREADING OUT VISITATION SEASONALLY AND GEOGRAPHICALLY.
WHY DOES SEDONA NEED THIS POSITION? WITHOUT A FULL-TIME STAFF MEMBER WITH EXPERTISE IN NON-MOTORIZED TRAILS, THE CITY LACKS THE CAPACITY TO FULLY INTEGRATE THE TRAILS TRAIL RELATED CONSIDERATIONS INTO ITS PLANNING.
THIS OFTEN RESULTS IN MISSED OPPORTUNITIES OR WORSE DECISIONS THAT UNINTENTIONALLY HARM TRAIL ACCESS, SAFETY AND TRAIL EXPERIENCES.
AN IN-HOUSE TRAILS EXPERT WOULD HELP SEDONA MAKE SMARTER CHOICES, REDUCE CAR DEPENDENCY AND BETTER DISTRIBUTE VISITOR USE.
WE'VE BEEN EN URGING THE FOREST SERVICE TO BUILD AN ALTERNATE ROUTE TO DEVIL'S BRIDGE TO REDUCE CONFLICTS ON CHECK WAGON TRAIL.
THIS SOLUTION ONLY WORKS IF PAIR PAIRED WITH THE CITY SHUTTLE, BUT THE CITY ISN'T CURRENTLY PART OF THESE CONVERSATIONS.
WE'VE PUSHED FOR A SHARED USE PATH FROM POSSE GROUNDS TO UPTOWN THROUGH FOREST SERVICE LAND BY PASSING COOKS HILL.
THIS WOULD OFFER LOCALS AND VISITORS A SAFE CAR-FREE ROUTE SUPPORTING SEDONAS SU SUSTAINABILITY AND TRAFFIC REDUCTION GOALS.
ONLY AFTER PERSISTENT ADVOCATE ADVOCACY HAS THE CITY BEGAN TO ENGAGE WITH US.
HUCKABEE TRAIL COULD BE A STANDOUT SUMMER DESTINATION PROVIDING ACCESS TO OAK CREEK IF PAIRED WITH A SHUTTLE STOP AT MIDGLEY BRIDGE.
THESE ARE THE TYPES OF EXPERIENCES SEDONA SHOULD BE DEVELOPING TO MANAGE TOURISM SMARTER.
SEDONA NEEDS SOMEONE ON STAFF WITH THE KNOWLEDGE AND CAPACITY TO HELP SHAPE THESE TYPES, TYPES OF OPPORTUNITIES.
WE'RE ASKING FOR YOUR SUPPORT AND RECOMMENDING A CITY TRAILS AND SHARED USE PATHWAYS POSITION THAT CAN HELP GUIDE THESE EFFORTS FOR THE BENEFIT OF RESIDENTS, TOURISTS, AND THE LAND ITSELF.
UM, KEVIN ADAMS. MY NAME IS KEVIN ADAMS. I LIVE IN THE VILLAGE OF OAK CREEK.
UH, ONE OF THEM IS TREASURER OF THE VERDE VALLEY CYCLIST COALITION.
I'M THE PAST PRESIDENT OF THE SEDONA RED ROCK TRAIL FUND, AND I CURRENTLY SERVE AS THE CHAIR AS THE ARIZONA OUTDOOR RECREATION COORDINATING COMMISSION.
THAT IS A GOVERNOR'S APPOINTED POSITION.
THE RED ROCK RANGER DISTRICT ENCOMPASSES OVER 400 MILES OF NON-MOTORIZED TRAILS WITH 200 OF THOSE MILES LOCATED INSIDE THE CITY LIMITS.
IT'S OF SEDONA AND ANOTHER 100 MILES DIRECTLY CONNECTING TO THOSE 200 MILES.
MAINTAINING THIS NETWORK IS VERY EXPENSIVE.
IT COSTS ABOUT A MILLION DOLLARS A YEAR WITH $700,000 OF THAT GOING TO SEDONA IN THE VILLAGE OF OAK CREEK BECAUSE THAT'S WHERE THE TRAILS ARE BEING UTILIZED.
THIS DOES NOT INCLUDE DEFERRED MAINTENANCE PROJECTS, WHICH I'LL TALK ABOUT, OR NEW TRAIL CONSTRUCTION SUCH AS IDEAS LIKE THE DEVIL'S BRIDGE THAT TRACY JUST TALKED ABOUT.
A RECENT DEFERRED MAINTENANCE PROJECT IS CATHEDRAL ROCK TRAIL LOCATED ENTIRELY WITHIN THE CITY LIMITS.
THAT PROJECT COST $550,000 TO COMPLETE WAS FUNDED 84% THROUGH CASH AND 16% THROUGH VOLUNTEER LABORS.
THAT TRAIL ALONE TRACKS 900,000 USERS A YEAR.
THE PROJECT MADE IT SAFER AND MORE ENJOYABLE FOR TOURISTS AND LOCALS.
HISTORICALLY, FUNDING FROM CONGRESS HAS BEEN INADEQUATE COVERING LESS THAN 8% OF THE COST TO MAINTAIN THE TRAIL SYSTEM.
AND THAT'S ONLY GONNA GET WORSE.
I WON'T EVEN READ THE REST OF THIS BECAUSE YOU ALL SHOOK YOUR HEAD.
SO I'LL SAVE MYSELF SOME TIME.
THE CITY OF SEDONA DOES CONTRIBUTE $112,000 A YEAR FOR THE MAINTENANCE OF THIS TRAIL SYSTEM AND WE ARE VERY APPRECIATIVE FOR THAT.
BUT IT'S ALL IMPORTANT TO NOTE THAT DURING MY SIX YEARS AS PRESIDENT OF THE SEDONA RED ROCK TRAIL FUND, EVERY TIME I TALK TO THE
[00:25:01]
CITY ABOUT INCREASING THAT AMOUNT, THEY LIKE TO POINT OUT TO ME THAT THEIR FUNDING FOR THE TRAILS ALSO INCLUDES THE SHUTTLE.YES, THE SHUTTLE TAKES PEOPLE TO THE TRAILS, BUT IT DOESN'T MAINTAIN THE TRAILS.
UH, AND BECAUSE THE SEDONA RED ROCK TRAIL FUND GETS PART OF THAT, 112,052 COMES TO THE TRAIL FUND, 60,000 TO THE FOREST SERVICE.
THE SEDONA RED ROCK TRAIL FUND IS INELIGIBLE TO APPLY FOR SMALL CITY SMALL GRANT PROGRAM FOR THE 2025 FIELD SEASON.
IT'S GONNA REMAIN AT LEAST A MILLION DOLLARS.
THE TRAIL FUND IS COMMITTED TO RAISING THAT MONEY, BUT IT REPRESENTS AN INCREASE OF OVER 400,000 MORE THAN WE'VE EVER RAISED IN A YEAR WITH THE CITY'S 112 TRIALS AND CONTRIBUTIONS.
SEDONA IS CURRENTLY FUNDED ABOUT 10% OF THE COST.
THAT'S WHY I AM HERE TODAY AND EVERYBODY ELSE WITH ME TO ASK FOR YOUR SUPPORT AND URGING THE CITY TO FURTHER INVEST IN OUR TRAIL SYSTEM BY ESTABLISHING A DEDICATED TRAILS POSITION.
HELLO, MY NAME IS JEFF HOLLISTER.
I'M A SEDONA RESIDENT AND BOARD MEMBER OF THE VERDE VALLEY CYCLIST COALITION.
TODAY I WANNA HIGHLIGHT THE ECONOMIC IMPACT OF OUR TRAILS AND THE ORGANIZATIONS THAT PRIMARILY SUPPORT THEM.
A 2020 UNIVERSITY OF ARIZONA STUDY FOUND THAT EACH NON-MOTORIZED TRAIL VISIT GENERATES A CONSUMER SURPLUS OF $100 AND 6 CENTS PER VISIT.
A RECENT SEDONA RED ROCK TRAIL FUND STUDY ESTIMATES ESTIMATED THAT OUR CLOSE TO 400 MILES OF TRAILS SEE 2.7 MILLION VISITS ANNUALLY, RESULTING IN OVER 2.7 BILLION IN CONSUMER SURPLUS EACH YEAR.
FOR SEDONA ALONE, OUR TRAILS ARE AN ECONOMIC POWERHOUSE.
TAKE THE CATHEDRAL ROCK TRAIL, FOR EXAMPLE.
IT ALONE CONTRIBUTES OVER 27 MILLION ANNUALLY IN CONSUMER SURPLUS TO SEDONA.
AND ANOTHER STUDY DONE BY THE TRUST FOR PUBLIC LAND ESTIMATED THAT THE AVERAGE EXPENDITURE FOR INDIVIDUAL MOUNTAIN BIKING TOURISTS WAS $416 PER VISIT.
RECOGNIZING THIS VALUE, LOCAL BUSINESSES SUCH AS BIKE SHOPS, TOUR GUIDES, HOTELS, RESTAURANTS AND RETAILERS CONTRIBUTE TO TRAIL FUNDING THROUGH THE TRAIL KEEPERS PROGRAM MANAGED BY THE SEDONA RED ROCK TRAIL FUND.
SO WHO'S SUPPORTING OUR TRAILS? SEDONA RED ROCK TRAIL FUND, A VOLUNTEER RUN ORGANIZATION MAKE MADE UP OF HIKERS, BIKERS, AND EQUESTRIANS, WHICH RAISES OVER 500,000 PER YEAR.
PRIMARILY FROM GRANTS, 30% TRAIL KEEPERS PROGRAM, WHICH IS 25%.
AND DONATIONS FROM INDIVIDUALS AND ORGANIZATIONS LIKE THE VVCC, WHICH CONTRIBUTES 25%.
THE VERDE VALLEY CYCLIST COALITION, A 325 MEMBER ORGANIZATION LED BY EIGHT VOLUNTEER BOARD MEMBERS.
V-V-V-C-C
FRIENDS OF THE FOREST PROVIDES THE RED ROCK RANGER DISTRICT WITH THOUSANDS OF VOLUNTEER HOURS EACH YEAR ASSISTING WITH TRAIL MAINTENANCE AND RESTORATION, REDUCING ENVIRONMENTAL DAMAGE, COMMUNITY EDUCATION AND VISITOR ENGAGEMENT.
THE FOREST SERVICE ESTIMATES THEIR CONTRIBUTIONS EXCEED $300,000 ANNUALLY.
THE CITY BENEFITS FROM ALL THESE NONPROFITS AND VOLUNTEERS AND NEEDS TO INVEST MORE.
THESE INVESTMENTS ARE CRITICAL FOR THE SAFETY AND EXPERIENCE OF TRAIL USERS.
PRIMARILY RELYING ON VOLUNTEERS IS NOT A SUSTAINABLE LONG-TERM STRATEGY.
SEDONA FINANCIALLY BENEFITS FROM ITS TRAILS IMMENSELY, YET THE CITY DIRECT INVESTMENT REMAINS LIMITED.
WE URGE THE TAB TO ENCOURAGE THE CITY TO INCREASE ITS COMMITMENT TO THE TRAILS AND TOURISM BY ESTABLISHING A DEDICATED TRAILS POSITION.
THIS INVESTMENT IS ESSENTIAL TO ENSURE THE LONGEVITY OF SEDONAS TRAIL SYSTEM, ONE OF THE KEY DRIVERS OF OUR TOURISM ECONOMY AND LOCAL QUALITY OF LIFE.
SO MOVING ON TO REGULAR BUSINESS.
THAT'S, YOU SHOULD LET HIM KNOW.
WANTED TO PICK UP WHERE WE LEFT OFF, UH, THE FEBRUARY MEETING, TALKING ABOUT THE FUTURE TAB MEETING SCHEDULE.
UM, SO I KNOW THAT WE SENT YOU A PROPOSED SCHEDULE, UM, BUT WE'RE GONNA WALK THROUGH IT RIGHT NOW.
UM, SO JUST AS A REMINDER, WE DID DISCUSS THIS IN FEBRUARY, KIND OF OPENED UP THE DISCUSSION AND THEN WE WANTED TO KIND OF CLOSE THE LOOP AND FINALIZE THE DISCUSSION TODAY SO WE CAN HAVE A CONFIRMED CALENDAR.
UM, AS WE MENTIONED, THE TAB IS ONLY REQUIRED TO MEET FOUR MEETINGS PER YEAR.
WE'RE NOT RECOMMENDING THAT, BUT THAT'S JUST KINDA HELPFUL CONTEXT.
UM, PRIOR TO US BRINGING THIS UP IN FEBRUARY, WE WERE SCHEDULING 12 MEETINGS PER YEAR.
I KNOW THAT WE HAD KIND OF CANCELED ONE ALONG THE WAY, BUT THEY WERE ALL SCHEDULED.
UM, AND WE DID CHOOSE TO NOT DO THEM AT TIMES.
UH, WHAT LAUREN AND I ARE PROPOSING TODAY AND WHAT WE'LL KIND OF WALK THROUGH NEXT IS EIGHT MEETINGS PER YEAR WITH KIND OF ONE OPTIONAL MEETING.
I SAY THAT AS THE CALENDAR MOVING FORWARD.
UM, I WILL SAY THAT WHERE WE ARE RIGHT NOW ON APRIL 16TH,
[00:30:02]
UM, WE WOULD PREFER NOT TO DO A MAY 7TH MEETING 'CAUSE IT'S ABOUT TWO WEEKS AWAY.SO LOOKING AT THE, TO CLOSE OUT THIS FISCAL YEAR, WE WOULD DO THE JUNE MEETING.
UM, SO REALLY, YOU KNOW, THERE'S KIND OF TWO PIECES TO THIS.
THANK YOU FOR, UM, PUSHING THIS BACK BY A COUPLE WEEKS.
ARE WE GOOD WITH KIND OF DOING THE NEXT MEETING IN JUNE? UM, I'LL KIND OF JUST START THERE WITH FOLKS.
ARE WE LOOKING AT THE FIRST OR THE SECOND WEEK? I'M JUST CURIOUS BECAUSE WE HAD TALKED ABOUT MOVING THE SCHEDULE.
UM, IT, WE HA HA IT HAS TO BE THE FIRST OR THE THIRD.
'CAUSE CITY COUNCIL MEETS THE SECOND AND THE FOURTH.
SO IN LIGHT OF US NOT DOING A MAY MEETING, WE JUST AGREED TO THAT.
I'M GONNA SHOW YOU WHAT THE PROPOSED SCHEDULE IS FOR NEXT FISCAL YEAR, ESSENTIALLY
UM, SO LOOKING AT, AND WHAT I REALLY TOOK TO HEART WAS LIKE, THE QUESTIONS YOU ASKED WAS, WELL, ARE THERE BIG TIMES THAT YOU NEED US TO MAKE DECISIONS? RIGHT? SO THAT'S THE LENS THAT WE BASICALLY TOOK HERE.
SO, UM, ESSENTIALLY IN JULY WE WILL HAVE, OUR CAMPAIGN IS IN FLIGHT.
WE DON'T REALLY HAVE ENOUGH TIME TO EVEN GIVE YOU A PACING REPORT YET ON IT.
SO WE'RE SAYING, YOU KNOW, NO, THAT'S USUALLY AROUND JULY 4TH AS WELL.
SO JUST KIND OF NOT, NOT HAVE A JULY MEETING BUT THEN, YOU KNOW, HAVE MEETINGS.
AUGUST, YEAH, AUGUST, SEPTEMBER, OCTOBER, WHICH GIVES US A CHANCE TO GIVE YOU KIND OF THAT, YOU KNOW, MIDWAY CAMPAIGN UPDATE IN AUGUST, THAT KIND OF PACING REPORT.
UM, BUT THEN START TO DO WINTER CAMPAIGN PLANNING WITH YOU IN SEPTEMBER.
LAUREN'S GONNA TALK A LITTLE BIT ABOUT OUR STRATEGY AROUND WHEN WE WANT START LAUNCHING CAMPAIGN.
SO, YOU KNOW, DEFINITELY STARTING A CONVERSATION AROUND WINTER IN SEPTEMBER AND THEN UTILIZING, UM, OCTOBER TO DO SUMMER CAMPAIGN RESULTS AND CONTINUE WINTER CAMPAIGN PLANNING.
WE THEN RELEASE YOU IN NOVEMBER AND THEN HAVE A MEETING IN DECEMBER FOR KIND OF A WINTER CAMPAIGN LAUNCH AS WELL AS KIND OF AN OPPORTUNITY FOR A TIMELY TOPIC AT THE START OF THE YEAR IN JANUARY, WE WOULD RELEASE YOU NO MEETING, BUT THEN WE WOULD HAVE THAT FEBRUARY MEETING FOR A WINTER CAMPAIGN UPDATE AS WELL AS A TIMELY TOPIC MARCH.
UM, WE WOULD STILL BE, YOU KNOW, IN THE CAMPAIGN TIME PERIOD, WE WOULDN'T HAVE A FINAL RESULT YET.
SO THEN APRIL'S CAMPAIGN RESULTS PLUS STARTING SUMMER CAMPAIGN PLANNING.
AND THEN MAY IS SUMMER CAMPAIGN, SUMMER CAMPAIGN PLANNING.
UM, WE ARE HAPPY TO KEEP A JUNE MEETING AS OPTIONAL IF THERE'S ANYTHING WE NEED TO GET DONE BEFORE THE END OF THE FISCAL YEAR, BUT YOU KNOW, THAT WOULD THEN BE ONE THAT WE CAN RELEASE.
I KNOW FOLKS WANT TO HAVE THINGS ON THEIR CALENDARS.
UH, IT'S BETTER TO HAVE IT ON THAN TRY TO ADD IT IS KIND OF WHAT I, WHAT I HEARD.
SO, UM, THAT'S THE QUICK WALKTHROUGH OF OUR PROPOSAL OF KIND OF EIGHT MEETINGS PLUS AN OPTIONAL ONE TO BE, YOU KNOW, AT THE END OF THE FISCAL YEAR AND THE LOGIC BEHIND WHY WE THINK MEETINGS ARE GOOD AT CERTAIN, CERTAIN TIMES.
TAKES EVERYTHING WE HAD SAID BEFORE IN YOUR ACCOUNT.
WELL WE WILL MOVE FORWARD WITH THAT.
UM, AS PART OF THE FOLLOW UP, I CAN JUST PUT SOME DATES AND, AND PROBABLY KRISTEN AND I CAN JUST WORK AND GET INTO THESE ON YOUR CALENDARS BETTER SOONER THAN LATER.
RIGHT,
YEAH, SO I WOULD SAY JUST, YOU KNOW, JUST TO PUT IT ON HERE WHILE WE'RE TALKING UPCOMING TAB MEETINGS BASED ON THIS STRUCTURE.
SANDS THE MAIN ONE WE JUST TALKED ABOUT.
WEDNESDAY, SEPTEMBER THREE, LABOR DAY'S ON THE FIRST.
SO WEDNESDAY, SEPTEMBER THREE SHOULD STILL WORK.
[5.a. Confirming future TAB meeting schedule]
TODAY, OH, THAT'S WHY GAVE US, I'M WITH YOU.UH, I'M GONNA TALK ABOUT TWO TOPICS TODAY.
IF I CAN GET BACK UP TO MY NOTES, UM, BEFORE I
[5.b. Winter destination marketing campaign update]
HAND IT OFF TO ANDREW AGAIN.UM, THAT IS THE RESULTS OF THE WINTER MARKETING CAMPAIGN.
AND THEN I'LL DISCUSS THE SUMMER 2025 MARKETING CAMPAIGN STRATEGY.
SO, UM, HERE'S A LOOK AT, UM, SOME OF THE ADS YOU WERE, OH, IS THAT WHAT, OKAY, HUNDRED PERCENT? MM-HMM
UM, YOU ARE ALL FAMILIAR WITH WHAT THESE LOOK LIKE, BUT JUST AS A LITTLE REFRESHER, UM, YOU CAN SEE THAT SOME OF THEM ARE HOTEL RESTAURANT FOCUSED, SOME ARE, UM, OUTDOOR FOCUSED.
UM, KIND OF TOUCHING ON THE SPIRITUALITY ASPECT.
UM, THE ONE ON THE BOTTOM RIGHT WAS OUR, UM, MORE SUSTAINABILITY THEMED, UM, STEWARDSHIP, UH, IN ADDITION TO THE ONE ON THE BOTTOM LEFT, UH, FAMILY TIME AND THE REDEFINED NIGHTLIFE, UM, THAT ONE DID REALLY WELL AS WELL.
[00:35:01]
WERE OUR TOP PERFORMERS, UH, WHICH IS REALLY INTERESTING.UM, I'M REALLY HAPPY TO SEE THAT THE STEWARDSHIP, UM, AD WAS, UH, ONE OF THE TOP PERFORMERS.
I MEAN, WE HAD A GAZILLION DIFFERENT ADS AND TO SEE THAT ONE AS THE TOP PERFORMER IS REALLY, UM, REFRESHING AND GOOD TO HEAR.
UM, AND THEN THE REDEFINED FAMILY TIME DID REALLY WELL AS WELL.
SO, AS A REMINDER, OUR REDEFINED DESERT CAMPAIGN RAN FROM NOVEMBER 26TH TO FEBRUARY, FEBRUARY 28TH.
UM, IT INCLUDED THOSE FOUR MAIN LANES OF ADVERTISING THAT IS FIRST PAID SEARCH.
UM, THE SECOND IS THE IN-MARKET, UM, META ADS THAT INCLUDES PHOENIX AND IT INCLUDES A 25 MILE RADIUS OF SEDONA.
UM, IT INCLUDED, UH, FOR THE FIRST TIME OUT OF MARKET META ADS AND IT INCLUDED OUT OF MARKET ATTRIBUTION BASED ADS ONLINE.
SO AS A REMINDER, THIS TYPE OF ADVERTISEMENT IS WHEN WE SHOW PEOPLE ADS, UH, WHERE WOULD THEY LIVE, AND THEN IT TRACKS, UM, IF THEY END UP IN OUR MARKET AND FOR HOW LONG AND WHERE, UM, IT'S NOT AN EXTRAPOLATION AND IS A ONE-TO-ONE TRACKING OF HOW MANY DEVICES ENDED UP IN MARKET.
SO THOSE OUT OF MARKET CITIES INCLUDED PHOENIX, LA, TUCSON, SAN FRANCISCO, VEGAS, SAN DIEGO, NEW YORK, CHICAGO, SEATTLE, DENVER, AND MINNEAPOLIS.
SO HERE'S SOME OF THE KEY TAKEAWAYS.
UM, WE HAD 88,000 USERS TO THE SCENIC DONAH WEBSITE FROM THE ATTRIBUTION BASED ADS.
UH, THAT WAS COMPARED TO 12,000 IN THE SUMMER OF 2024 CAMPAIGN.
SO THAT WAS NICE TO SEE THAT GOOD BUMP THERE.
UM, THE META IN MARKETING CAMPAIGNS BROUGHT ABOUT 24,000 USERS TO THE WEBSITE THAT THAT WOULD'VE MEANT THAT THEY SAW THAT, UM, STEWARDSHIP SUSTAINABILITY MESSAGING AND CLICKED ON OUR WEBSITE, WHICH IS GREAT.
UM, ALL BUT ONE OF THE AVERAGE OF OF THE AVERAGE INDUSTRY BENCHMARKS WERE MET, UM, IN THE MARKETING KPIS.
I'LL GET INTO THE ONE THAT WE DIDN'T MEET A LITTLE BIT LATER, BUT SOME OF THE ONES THAT WE DID MEET WHERE THE SEARCH CLICK THROUGH RATE WAS 29% OVER THE BENCHMARK.
THE META OUT OF MARKET CLICK THROUGH RATE WAS 286% OVER THE BENCHMARKS.
SO OUR VIDEOS RESONATED, UM, WELL WITH OUR AUDIENCES OUT OF, UM, OUT OF MARKET.
UH, THE WEB AD CLICK THROUGH RATE WAS 16% OVER THE BENCHMARK.
AND THEN YOU CAN SEE THAT THE ATTRIBUTION KPIS IS THAT WE HAD A 67 TO ONE RETURN ON AD SPEND OR ROAS.
SO AS A REMINDER, UH, ROAS IS CALCULATED, UM, WITH THE A DR, UH, THIS, UH, THIS WINTER IT WAS 3 21, WHICH IS A LITTLE BIT HIGHER THAN OUR SUMMER A DR, UM, AND $190 A DAY IN VISITOR SPEND.
UM, ROAS IS THE CAMPAIGN REVENUE DIVIDED BY THE CAMPAIGN COST.
UM, WHEREAS ROI, WHICH YOU'LL SEE IN A MINUTE, IS THAT TOTAL CAMPAIGN NUMBER.
UM, SO THAT REVENUE NUMBER SUBTRACTING THE CAMPAIGN COSTS, SO HOW MUCH WE PLACED IN ADS AND THEN DIVIDING IT BY THE CAMPAIGN COST.
AND WE DO THAT FOR EACH LOCATION THAT WE PLACE IN AD IN.
UM, SO IN GENERAL, I'M REALLY HAPPY WITH THAT 67 TO ONE ROAS.
I'LL GET IN, UM, A LITTLE BIT LATER INTO HOW IT COMPARES TO THE, UM, PREVIOUS SUMMER, UM, ROAS AND KIND OF GIVE SOME MAYBE INSIGHT ON WHY I THINK THOSE NUMBERS A LITTLE BIT DIFFERENT.
UH, AND THEN ADDITIONALLY, SOMETHING THAT I'M ALWAYS CALCULATING, UM, UH, A RETURN ON TAX INVESTMENT SPEND, WHICH IS SOMETHING THAT I MADE UP, UM,
SO FOR EVERY DOLLAR THAT WE SPENT, WE GOT 3.3 BACK IN SALES AND BED TAX, UM, BACK TO THE CITY.
ALL RIGHT, SO LET'S LOOK AT THE META, UM, META CAMPAIGN.
UH, SO WE DID, AS WE, I MENTIONED, BOTH IN MARKET AND OUT OF MARKET ADVERTISING.
UM, AND THERE WERE OVER THREE AND A HALF MILLION IMPRESSIONS.
THIS WAS COMPARED TO 2.7 MILLION OVER THAT SUMMER 2024 CAMPAIGN.
SO WE DID A LITTLE BIT BETTER THERE.
UM, WE HAD 1.89 VIDEO MILLION, 1.89 MILLION VIDEO VIEWS BETWEEN THE TWO.
THAT'S THOSE NUMBERS, UM, ADDED UP.
UM, UH, AND THAT WAS BETWEEN BOTH THE AT ATTRACTION VIDEO AND THE STEWARDSHIP VIDEO.
UM, THAT WAS COMPARED TO 1.17, UM, OVER THE SUMMER CAMPAIGN AND OVER A HUNDRED THOUSAND LINK CLICKS.
SO, UH, ALSO IN THE SUMMER WE ONLY DID A STEWARDSHIP VIDEO.
WE DID NOT DO AN ATTRACTION AND A STEWARDSHIP VIDEO.
UM, BUT NONETHELESS, IT'S REALLY NICE EVEN
[00:40:01]
TO SEE UP HERE, UM, THAT THE IN MARKET, THE STEWARDSHIP VIDEO GOT MORE VIEWS, UM, THAN THE OUT OF MARKET VIDEO DID.SO, UM, TO ME IT'S JUST STILL REINFORCING, UM, THAT THAT STEWARDSHIP MESSAGE IS RESONATING WITH PEOPLE.
YOU KNOW, I, I KNOW WE WERE ALL KIND OF WORRIED ABOUT THAT.
HOW DO WE, HOW DO WE GIVE A STEWARDSHIP MESSAGE WITHOUT, YOU KNOW, UM, BEING TOO HEAVY HANDED WITH THAT.
AND I, I CAN SEE THAT IT'S WORKING.
OKAY, SO LET'S GO OVER, UM, THE ATTRIBUTION RESULTS TO THE DESTINATION.
SO THESE ARE THE RESULTS OF HOW MANY PEOPLE, UM, WATCHED THE AD AND THEN ENDED UP IN OUR MARKET, UM, FROM A VISITATION STANDPOINT.
AND THE NEXT SLIDE I'LL SHOW YOU OF HOW MANY ACTUALLY STAYED OVERNIGHT IN A HOTEL.
SO, UM, YOU CAN SEE THAT THERE WERE 15,000, ABOUT 15,000, UM, DAYS FROM VISITORS IN THIS CAMPAIGN THAT ENDED UP IN MARKET FROM 8,845 TRIPS WITH AN AVERAGE LENGTH STAY OF 1.7 DAYS.
THAT'S ABOUT THE SAME AS WE SAW IN THE SUMMER CAMPAIGN.
THE 1.7 NUMBER, UM, THE HIGHEST ORIGIN MARKETS ARE FROM YOU WON'T BE SURPRISED PHOENIX, FOLLOWED BY LA TUCSON, VEGAS, AND SAN DIEGO, WHICH IS THE SAME FROM THE SUMMER CAMPAIGN, SUMMER 2024 CAMPAIGN.
SO NOW LET'S TAKE A LOOK AT THE HOTEL STAYS.
UM, YOU CAN SEE THAT THE CAMPAIGN RESULTED IN 5,448 NIGHTS AND 2,854 TRIPS WITH AN AVERAGE LENGTH STAY OF 1.9 DAYS.
THAT'S COMPARED TO 1.8 DAYS IN THE SUMMER CAMPAIGN.
UM, THE TOP ORIGIN MARKETS MIRROR THE SAME MARKETS THAT I MENTIONED FOR THE DESTINATION ATTRIBUTION RESULTS.
OKAY, SO LET'S TAKE A LOOK AT ROI.
UM, SO THE YELLOW ARE THE DRIVE MARKETS AND THE ORANGE ARE THE FLIGHT MARKETS.
UM, AND WE'RE SEEING THESE ROIS BASED ON HOW MANY PEOPLE FROM EACH OF THOSE LOCATIONS ENDED UP IN SEDONA.
SO AS I MENTIONED BEFORE, UM, ROI, WE CALCULATED FOR EACH DESTINATION, AS YOU CAN SEE, EACH LOCATION WE TAKE THAT HOTEL IMPACT PLUS THE DESTINATION IMPACT, WE MINUS OUT THE AD SPEND AND WE DIVIDE BY THE AD SPEND, UM, AS COMPARED TO ROAS WHERE WE'RE NOT MINUS MINUSING OUT.
THAT AD SPEND, THAT'S A BIT CONFUSING, BUT JUST WANNA MAKE SURE EVERYBODY'S ON THE SAME PAGE.
UM, SO YOU CAN SEE THAT UNDERSTANDABLY OUR CLOSEST IN MARKETS ARE GETTING THE BIGGEST ROI, UM, THAT'S DRIVING UP OUR ROAS UNDERSTANDABLY AS WELL.
UM, BUT EVEN FURTHER MARKETS OUT ARE STILL GIVING US A POSITIVE RETURN ON INVESTMENT.
UM, AND I'LL GO INTO THAT A LITTLE BIT MORE LATER.
SO HERE'S A LOOK AT OUR PAID SEARCH STRATEGY.
THIS IS REALLY IMPORTANT TO US RIGHT NOW.
WE'RE REALLY TRYING TO GET OUR NAME OUT IN THE MARKET.
WE'RE TRYING TO GET OUR WEBSITE OUT ON THE MARKET, UM, AND GET MORE USE THERE.
SO, UM, WHILE WE HAD A HIGH NUMBER OF IMPRESSIONS, OUR CLICK-THROUGH RATE WAS 2.9% AND OUR COST PER CLICK WAS 45 CENTS.
UM, AND THAT CLICK THROUGH RATE IS BENEATH THE BENCHMARK.
SO WE'RE ACTIVELY TRYING TO IMPROVE THIS.
UM, SPECIFICALLY WE'RE HONING IN ON WHAT WORDS AND PHRASES DO BETTER THAN OTHERS AND SEEING IF WE CAN IMPROVE OUR AD COPY TO SEE IF WE CAN GET MORE, MORE PEOPLE CLICKING ON THOSE.
WE'VE ALREADY MADE SOME TWEAKS TO THAT AND ARE ALREADY SEEING POSITIVE RESULTS FROM THAT.
'CAUSE WE HAVE, UM, AS A REMINDER, WE HAVE AN, WHAT WE'RE CALLING AN ALWAYS ON CAMPAIGN, UM, THAT WE'RE RUNNING, UM, IN COORDINATION WHEN OUR, EVEN WHEN OUR, UM, DESTINATION MARKETING CAMPAIGNS ARE RUNNING.
WE'RE ALSO RUNNING IT IN, UM, HIGH SEASON, UM, WITH WORDS LIKE DEVIL'S BRIDGE, THINGS LIKE THAT TO GET PEOPLE TO LAND ON OUR PAGE, UM, RATHER THAN 12 FORKS OR WHEREVER, WHEREVER ELSE THEY'RE, UM, ENDING UP IN.
SO WE'RE ALREADY SEEING THAT, UM, THAT WE'RE IMPROVING THIS, BUT THAT IS THE ONE, UM, KPI THAT WE DID NOT MEET THE BENCHMARK ON.
OKAY, SO SOME OVERARCHING THINGS THAT WE LEARNED.
UM, LIKE I MENTIONED BEFORE, SUSTAINABILITY MESSAGING IS STILL RESONATING, SO WE'RE GOING TO KEEP DOING THAT.
UM, I MENTIONED THIS BEFORE, BUT WE HAD LESS ROAS THIS WINTER COMPARED TO THE SUMMER.
SO THE SUMMER I BELIEVE WAS 89 TO ONE, UM, WHEREAS OURS WAS 67 TO ONE.
AND I DID A LITTLE BIT OF DIGGING ON THIS AND HERE'S WHY.
WE SPENT MORE ON THE CAMPAIGN IN THE SUMMER OF 2024 THAN WE DID IN THE WINTER.
SO WE SPENT, UM, 8,000, NO, $7,500 MORE, UM, IN THAT SUMMER CAMPAIGN.
UM, SECOND WE SPENT MORE MONEY IN PHOENIX IN THE WINTER.
WE SPENT $8,000 COMPARED TO $15,000 IN THE SUMMER.
[00:45:01]
UM, AND WE SAW THAT THAT MARKET STAYED LESS IN HOTELS IN THE WINTER COMPARED TO SUMMER.SO PHOENIX PEOPLE ARE STAYING MORE OFTEN IN THE SUMMER THAN THEY ARE IN THE WINTER.
THAT KIND OF MAKES SENSE FROM A LOGICAL STANDPOINT, RIGHT? YOU'RE IN PHOENIX, YOU WANNA GET OUTTA THERE IN THE SUMMER.
UM, SO I CAN, I CAN SEE HOW THAT'S TRUE.
UM, THE CAMPAIGN RAN FOR EIGHT DAYS LESS IN THE WINTER, AND THEN A DR WAS HIGHER IN THE WINTER.
UM, BUT WE HAD MORE PEOPLE WHO SAW OUR ADS IN THE SUMMER WHO STAYED IN HOTELS.
SO THAT'S WHY THAT ROAS WAS HIGHER IN THE SUMMER AND LOWER IN THE WINTER.
YET I WANNA SAY A 67 TO ONE ROAS IS FANTASTIC, SO I'M NOT COMPLAINING.
UM, JUST TRYING TO DO A LITTLE DIGGING ON, UM, WHY THOSE NUMBERS COULD HAVE BEEN DIFFERENT.
OKAY, SO THIS LEADS ME, OH, AND ONE MORE THING.
UM, WE SAW THAT DENVER IS A STRONG MARKET COMPARED TO CHICAGO.
UM, UH, CHICAGO IS SUPER STRONG FOR US IN THE SUMMER.
UM, AND YOU KNOW, DENVER KIND OF POPPED UP TWICE NOW, UM, OVER THE TWO CAMPAIGNS AS A STRONG MARKET IN THE WINTER.
SO JUST SOMETHING TO KEEP IN MIND.
SO I'D LIKE TO TALK ABOUT BOOKING WINDOW CONSIDERATIONS NOW THAT WE'RE A FEW CAMPAIGNS IN.
UM, WE'VE TAKEN A LOOK AT THE BOOKING WINDOW DATA AND AS YOU CAN SEE, UM, SHORT TERM RENTALS ARE HANGING AROUND THE SIX TO SEVEN WEEK MARK OF A BOOKING WINDOW WHEN PEOPLE ARE LOOKING AND BOOKING OUT.
AND THEN FOR HOTELS, THE MAJORITY OF PEOPLE ARE BOOKING FOUR WEEKS OUT OR LONGER PUT A PIN IN THAT.
SO FUTURE CONSIDERATIONS, WE'RE THINKING OF PUTTING A SPENDING CAP ON NEW YORK, MINNEAPOLIS, AND SEATTLE BECAUSE THEY CAN EAT UP A LOT OF OUR ADVERTISING BUDGET.
WE'RE SEEING THIS TIME AND TIME AGAIN.
UM, AND BECAUSE OF HOW BIG THOSE CITIES ARE AND HOW MANY OF OUR TARGET AUDIENCE LIVES THERE, IT TAKES UP QUITE A BIT OF BUDGET AND YET WE'RE NOT ALWAYS SEEING A GREAT ROI THERE.
SO WE'RE GOING TO CONTINUE TO STAY INVESTED IN THOSE CITIES AND CONTINUE TO BUILD BRAND AWARENESS, UM, ESPECIALLY IN THE WINTER.
BUT WHAT WE'RE PROPOSING IS THAT WE PUT A SPENDING CAP ON THOSE SO IT DOESN'T GET OUT OF CONTROL.
UM, YOU KNOW, MIDWAY THROUGH A CAMPAIGN IN CONJUNCTION WITH THIS, BECAUSE WE TAKE, WE KNOW THAT IT TAKES LONGER FOR PEOPLE TO DRIP TO BOOK TRIPS FURTHER.
UM, THE FURTHER AWAY THAT YOU LIVE TO INCREASE THE ROI IN THOSE LONGER FLIGHT MARKETS STARTING THIS WINTER, SO NOT SUMMER, IT'S TOO LATE FOR SUMMER CAMPAIGN, BUT STARTING IN THE WINTER, WE'RE LOOKING TO STAGGER CAMPAIGN FLIGHTS TO START THOSE FLIGHT MARKETS, UM, TO START THOSE FURTHER FLIGHT MARKETS, FOUR TO SIX, SIX WEEKS, UM, BEFORE THE DRIVE MARKET.
SO WE WOULD START THOSE ADS PROBABLY IN OCTOBER.
NOW THAT IS A POLITICAL, THAT'S A POLITICAL MOVE.
YOU KNOW, IT'S, IT'S GOING TO BE HARD FOR COUNCIL TO, UM, I DON'T THINK IT MAYBE HARD IS TOO STRONG OF A WORD, BUT, UM, WE'RE HOPING THAT WE CAN HAVE SOME TAB SUPPORT ON RECOMMENDING THAT.
THAT'S A GOOD IDEA, KNOWING THAT WE HAVE THE DATA FROM THE BOOKING WINDOW, ESPECIALLY FROM THOSE FLIGHT MARKETS, TO GIVE THEM, UH, THE, THE POLITICAL CAPITAL, IF YOU WILL, TO MAKE THE DECISION TO GREEN LIGHT AN AD IN OCTOBER KNOWING THAT THIS AD IS GOING TO BE IN NEW YORK.
SO THEY'RE NOT GOING TO GET HERE TOMORROW.
THEY'RE GOING TO COME IN NOVEMBER WHEN WE WANT THEM TO COME.
UM, AND THEN LAST, AS I MENTIONED BEFORE, UM, WE'RE TAKING THE PA THE PAID SEARCH STRATEGY.
UM, WE'RE TWEAKING THAT STRATEGY SINCE THERE'S OBVIOUSLY ROOM FOR GROWTH THERE.
SO, UM, THE DISCUSSION THAT I WOULD LIKE TO HEAR FROM EVERYONE IS, UM, LOOKING FOR SUPPORT ON, UM, THESE THREE ITEMS AND OPEN TO DISCUSSION ON WHAT YOU ALL THINK AND ANY QUESTIONS THAT YOU MIGHT HAVE.
UM, I DUNNO IF YOU KNOW THE, THE QUESTION OR THE ANSWER TO THIS, BUT DO YOU KNOW, UH, IS THERE A STANDARD, UM, TIMEFRAME FOR WHEN AIRLINES MAKE, UM, DISCOUNTED FARES AVAILABLE FOR FUTURE BOOKINGS? DO YOU HAVE ANY INSIGHT INTO THAT? I DON'T BECAUSE THE THOUGHT, I THINK IT THREE TO FOUR MONTHS IS THREE TO FOUR.
BUT I WAS JUST THINKING SOMETIMES, YOU KNOW, LIKE SOUTHWEST AS AN EXAMPLE, WE'LL HAVE THEM LIKE IN MARCH TALKING ABOUT SUMMER FAIRS AND I THIS HIT BE THE SAME.
WELL, IS THERE A WAY IF, IF THAT'S AVAILABLE AND YOU HAVE THAT INFORMATION, COULD YOU SYNCHRONIZE YOUR CAMPAIGNS MM-HMM
YOU TALKED ABOUT THE DISTANCE AND THE TIMING THAT MAYBE WILL MITIGATE SOME OF THE MM-HMM
FLIGHT FAIR DISCONTINUITIES, BUT YEP.
IT TAKES A LOT OF OTHER INFORMATION.
THAT'S WHY I WAS HESITANT TO ASK, BUT YOU WERE CORRECT THAT I WAS JUST CURIOUS IF, IF WE HAD THAT IN OR AWARENESS AND IF SO, IS IT POSSIBLE TO SYNCHRONIZE IT? IF THAT MADE SENSE AT ALL?
[00:50:01]
YEAH, I'LL LOOK INTO THAT.DO YOU HAVE ANYTHING TO ADD? NOPE.
I HAD ONE COMMENT IN FLIGHT MARKETS.
UM, THIS JUST GOES BACK TO A THEME I BROUGHT UP A COUPLE TIMES.
I THINK FLAGSTAFF PULLIUM IS AN UNDERUTILIZED AIRPORT FOR TRAVEL TO SEDONA.
I MEAN, IF YOU HAD A CHOICE, THAT'S THE DRIVE I WOULD MAKE ALL DAY.
IT BENEFITS US FROM TERMS OF TRAFFIC.
'CAUSE OUR NORTHBOUND TRAFFIC'S ABOUT 15% OF OUR TOTAL TRAFFIC AND WE ONLY HAVE THREE.
WE HAVE DALLAS, PHOENIX, AND UH, LA SO DALLAS WAS INTERESTING TO ME MM-HMM
AND IT IS, IT MAKE, IS THERE ANY TARGETED ADVERTISING WE CAN DO, WHETHER IT'S INFLIGHT ADVERTISING OR PULLIUM AIRPORT ADVERTISING TO DRAW IN THAT CROWD, BECAUSE I'M THINKING WE COULD DRAW 'EM IN WITH LESS IMPACT.
DALLAS IS IN OUR SUMMER STRATEGY.
I SAW THE ROI ON THE DALLAS, BUT I WASN'T SURE.
AND THE ONLY OTHER THING, UM, IN TERMS OF, UM, SEARCH ENGINE OPTIMIZATION, AND THIS COMES OUT OF SOMETHING I SENT, UH, ANDREW THE OTHER DAY.
SO I HAD A LONG PRESENTATION IN ANOTHER DMO MEETING YESTERDAY ON AI, AND THERE'S, UH, A GROWING SHIFT TO USING AI FOR YOUR SEARCHES.
AND ANYBODY WHO'S BEEN SEARCHING ON GOOGLE LATELY, YOU KNOW, WHY
YEAH, I VERY APPRECIATIVE OF YOU SENDING THAT OVER.
I THINK AS I RESPONDED, I'VE SEEN A FEW DIFFERENT AI BOTS, BUT NOT, NOT THAT SPECIFIC ONE.
I KIND OF SPENT A FEW MINUTES.
I WILL SAY I DID ASK IT ABOUT PUBLIC TRANSPORTATION IN SEDONA AND I WAS UNDERWHELMED BY THE RESPONSE.
SO THERE'S STILL, THERE'S STILL LEARNING TO DO, BUT YOUR TIMING WAS AMAZING BECAUSE ROB, UH, THE MARKETING MANAGER HERE, UM, HE WAS ALSO TALKING TO ME ABOUT AI AT THE SAME TIME.
AND ONE THING THAT, YOU KNOW, ROB WAS TALKING TO ME ABOUT WAS LIKE, WE WE'RE NOW LIKE WRITING WEB CONTENT TO SPEAK TO THE MACHINES.
SO I THINK THAT IT'S SOMETHING THAT WE'RE ALREADY INGESTING HOW WE SORT OF GET BETTER AT THAT FROM AN SEO STANDPOINT.
SO, UM, ALL YOU DID WAS REALLY VALIDATE THAT IT'S FAIRLY IMPORTANT FOR US TO TAKE WELL, AND THE ADVANTAGE USING AI AND LIKE THE APP, IT'S AN APP THAT, UH YEAH.
IS YOU, YOU DECIDE IT'S KNOWLEDGE BASE.
SO IT'S NOT GONNA DO, WE'RE NOT USING IT IN SEDONA, SO IT'S NOT GONNA HAVE GOOD INFORMATION.
BUT IF WE WERE USING IT, IT'S SOMETHING WE'VE TALKED ABOUT MM-HMM
IF YOU HAVE AN APP IN YOUR HAND, YOU WANT TO ANSWER THOSE QUESTIONS, GIVE THOSE STEWARDSHIP MESSAGES, ALL OF THAT.
IT'S NOT LOOKING EVERYWHERE, IT'S LOOKING AT WHAT YOU TELL IT TO LOOK AT.
SO I JUST THINK IT'S AN AREA, IF YOU WANT, GREG OS IS THE GUY WHO GAVE THE PRESENTATION.
I WORKED WITH HIM ON A STRATEGIC PLAN FOR THAT DMO AS WELL, VERY KNOWLEDGEABLE GUY, SO I'M HAPPY TO REFER HIM.
I THINK AGAIN, WE HAD TALKED ABOUT AN AI BOT CONCEPT WITH THE KIOSK MM-HMM
UM, YOU KNOW, THERE MIGHT BE A READY MADE ONE WITH THE PROVIDER, BUT WE COULD ALSO INTEGRATE SOMETHING LIKE THIS POTENTIALLY TOO.
IT WORKS BETTER FOR ATTRACTING PEOPLE TO YOUR MARKET THAN IN MARKET ACTUALLY.
AND THAT'S REALLY WHAT HE WAS EMPHASIZING.
THERE ARE SITES OUT THERE THAT I'VE SEEN TOURIST SITES NOW THAT ARE ACTUALLY USING THAT SIMILAR CONCEPT TO SAY, WELL, WHAT DO YOU WANT TO DO? WHAT TYPE OF EXPERIENCE YOU WANT? AND THEN GIVE YOU A LIST OF, HERE ARE SOME DIFFERENT TWO DAY TRIPS.
FOUR DAY TRIPS, AND HOW DO YOU, AND THEY'LL SCHEDULE ALL OF THEM UP AND SAY, WELL CLICK HERE TO BOOK, CLICK HERE TO BOOK, CLICK HERE TO BOOK.
SO IT'S QUITE RICH IN TERMS OF THE CONNECTION TO THE, THE LOCAL BUSINESSES IF YOU AGAIN, SET IT UP THAT WAY.
AND YOU HAVE TO LOOK AROUND TO SEE THEM, BUT, BUT IT'S STARTING TO COME TO FRUITION NOW.
I GOT AN EMAIL OF ALL THE SKATE PARKS IN CHICAGO, I WAS PLAYING
WELL, FOR YOU I THOUGHT IT WAS KIND OF THE, UH, HITTING THE UNDERGROUND CAVERNS, EVEN A LITTLE OLD FOR THAT EDGE SKATE PARKS AND ORTHOPEDIC SURGEONS.
UM, JUST GOING BACK TO YOU GUYS LOOKING FOR SUPPORT ON ALL OF THESE IDEAS, UM, I COMPLETELY AGREE WITH, DO WE HAVE ANY INSIGHT INTO WHY MINNEAPOLIS ISN'T AS BIG OF A MARKET FOR US ANYMORE AS IT USED TO BE? IT'S NOTHING THERE.
I WILL SAY THAT TO GET A POSITIVE RETURN ON INVESTMENT IS A GOOD, LIKE, IT'S, IT'S STILL GOOD.
IT'S NOT TERRIBLE, BUT IT'S CERTAINLY NOT KNOCKING OUT OF THE PARK AND IT'S NOT, IT'S NOT A DENVER, YOU KNOW.
SO I AGREE WITH THE CAP IN THE SENSE THAT IF OUR MONEY IS TAKING US FURTHER IN OTHER MARKETS OR DESTINATION CITIES, I'M GLAD THAT YOU GUYS WENT AND AND DID THE HALFWAY CHECK-IN AND, AND I COMPLETELY AGREE WITH A CAP ON THE ONES THAT DON'T SEEM LIKE THEY'RE GIVING US THE BEST ROI, UM, THE CAMPAIGN FLIGHTS BEING STAGGERED IS, I THINK IT'S AN AMAZING IDEA.
AND I THINK YOU HAVE THE, YOU HAVE THE STORY BEHIND IT.
THEY'RE NOT GONNA SHOW UP HERE TOMORROW.
THEY'RE NOT GONNA BE COMING HERE WHEN WE DON'T WANT THEM HERE, OR WHEN THE COUNCIL'S GONNA HAVE TO TRY TO EXPLAIN TO THE RESIDENTS WHY WE'RE MARKETING IN OCTOBER MM-HMM
[00:55:01]
AND DEFINITELY IMPROVING YOUR PAID SEARCH STRATEGY.I'M ALL FOR ALL OF YOUR SUGGESTIONS.
AND WE'VE FOUND THAT OUR PRACTICAL, WE ACTUALLY TWEAK OUR CAMPAIGNS BASICALLY ON A WEEKLY BASIS.
AND FOR MY CAMPAIGN, WE HAVE 43 DIFFERENT UNIQUE CAMPAIGNS THAT WE TWEAK AND WE HAVE DIFFERENT STRATEGIES DEPENDING UPON THE KEYWORDS AND ALL THE OTHER THINGS.
SO AS YOU GET FURTHER DOWN THE ROAD, YOU'LL BE ABLE TO HAVE A LITTLE BIT MORE NUANCE MM-HMM
TO, TO THE QUESTION OF HOW MUCH DO YOU PUT INTO A PARTICULAR MARKET AND WITH WHAT KEYWORDS OR WHAT KEY CAMPAIGNS, BUT YOU'LL GET THAT DATA AND THEN EXPERIENCE WITHIN THE NEXT COUPLE CAMPAIGN CYCLES.
AND IT, THAT'S WHAT WE'VE NOTICED.
AND AT SOME POINT, TO SPEAK TO YOUR QUESTION ON MINNEAPOLIS, ARE WE LAUNCHING SPECIFIC CAMPAIGNS TO MINNEAPOLIS BECAUSE WE KNOW THAT'S WHAT THEY WANNA SEE.
WE'RE NOT THERE YET, BUT WE'RE DEFINITELY THINKING ABOUT THAT.
I MEAN, OR WE SPECIFICALLY, I'M SORRY.
OH, NO, I WAS JUST GONNA ASK, SO THAT WOULD INCREASE THE COST OF THE CAMPAIGN THEN, IF YOU'RE TRYING TO DO ALL OF THE DIFFERENTIATION? NO, IT WOULD, WE WOULD CREATE SPECIFIC CREATIVE FOR MINNEAPOLIS AND PUSH IT THERE.
SO IT WOULDN'T CHANGE THE COST OF THE ADVERTISING.
IT'S JUST THAT WHAT'S DELIVERED TO THEM LOOKS DIFFERENT THAN IF YOU'RE IN CHICAGO.
AND EVEN TO BUILD ON WHAT I THINK RANDY SAID, I MEAN, WE COULD EVEN HAVE KIND OF CALLS TO ACTION AS FLY TO FLAGSTAFF IF YOU'RE IN DALLAS TOO.
AND THOSE ARE JUST OTHER VARIATIONS OF, IT'S THE IMAGE THAT YOU SEE, BUT ALSO, YOU KNOW, POTENTIALLY THE CALL TO ACTION TOO.
I JUST WANTED TO SECOND, I THINK THAT'S SUCH A BRILLIANT IDEA OF DALLAS, IF ANYONE'S FOLLOWING SPORTS, UM, THEIR NBA BASKETBALL TEAM JUST LOST A MAJOR STAR, SO, UM, COULD BE A GOOD CAMPAIGN FOR MEDITATION AND HEALING
UM, BUT YEAH, IT COULD BE A LITTLE TUG IN CHEEK.
BUT, UM, I WOULD IMAGINE THEY COULD USE SOME SEDONA RIGHT NOW.
UM, I'VE GOT A QUESTION ON LOOKING AT THE, UH, THE RESULTS FOR FEBRUARY HOTELS.
THEY WERE UP SEVEN POINT HALF PERCENT OR THEREABOUTS, UH, WHICH WAS REALLY PHENOMENAL.
UH, CONSIDERING HOW MUCH OF THAT DO YOU ATTRIBUTE TO THE CAMPAIGN VERSUS OTHER FACTORS? DO YOU HAVE ANY SENSE? YEAH, I MEAN, I, I THINK WHAT, WHEN I LOOK AT THE FEBRUARY NUMBERS JUST FROM THE RESEARCH BRAIN, I THINK THAT, YOU KNOW, VALENTINE'S DAY LINED UP WITH PRESIDENT'S DAY, WHICH WAS AWESOME.
THAT WAS A VERY, VERY STRONG OKAY.
STRONG, STRONG WEEKEND FOR US.
AND SEDONA INTERNATIONAL FILM FESTIVAL WAS ALSO IN THAT MONTH.
AND, YOU KNOW, I DEFINITELY SAW THINGS BUSY.
SO I THINK THAT DEFINITELY, YOU KNOW, THAT WAS A GREAT MONTH FOR US, AND I THINK WE SHOULD BE REALLY PROUD OF FEBRUARY IN SHOWING THAT, YOU KNOW, THE INVESTMENTS THAT HAVE BEEN MADE IN REALLY STRONG EVENTS LIKE CIF ARE CLEARLY KIND OF PAYING OFF FOR THAT MONTH.
UM, OBVIOUSLY OUR CAMPAIGN CONTRIBUTED TO IT, BUT, UM, I THINK WHAT YOU SEE IN THAT RESULT IS PROBABLY MORE IN ALIGNMENT WITH WHERE THE HOLIDAYS LANDED AND, AND THE EVENTS THAT WE HAVE.
AND BY THE WAY, I AGREE WITH THE, UH, STAGGERED.
ANYBODY ELSE? SO WE'RE IN AGREEMENT THAT THESE THREE THINGS SOUND LIKE GOOD IDEAS.
LAUREN, WERE YOU GONNA ASK ABOUT THE CTV IN A DIFFERENT PART OF THE MM-HMM
I JUST, 'CAUSE IT WAS ALL LUMPED IN THAT QUESTION AT THE END.
YEAH, IT'S A GREAT SEGUE FOR THE SUMMER CAMPAIGN.
CAN I ASK A REALLY QUICK QUESTION BEFORE YOU SEGUE THE KIOSK? UM, DID YOU EVER TELL US THE COMPANY THAT WAS CHOSEN OR ARE YOU STILL CHOOSING THE COMPANY OR YOU, I'M SORRY.
UM, I'M KIND OF HESITANT TO SAY IT ON THE RECORD.
THERE WAS ONE THAT WAS AN OBVIOUS CHOICE BECAUSE IT WAS CHEAPER, IT WAS CLOSER, AND THE MAINTAIN THE MAINTENANCE WAS GOING TO BE EASIER.
UM, BUT WE'RE STILL KIND OF IN THAT NEGOTIATION OF NO PROBLEM.
WHAT'S THE FINAL PRICE GOING TO BE? IS IT AS COOL AS YOU SAY IT'S GOING TO BE? WE'RE DOING A TEST DRIVE TOMORROW.
[5.c. Summer destination marketing campaign update]
GO INTO THE SUMMER 2025 CAMPAIGN STRATEGY.SO WE WOULD LIKE TO RUN THE REDEFINED DESERT CAMPAIGN AS WE DID IN THE WINTER, BUT THIS TIME IT WOULD BE A SUMMER VERSION.
UM, IT WILL FEATURE BOTH THE STEWARDSHIP AND THE COME STAY PLAY MESSAGING.
AND GRAPHICALLY THE ADS WILL FEATURE GRAPHICS THAT KIND OF BREAK THE IMAGE AND THE FRAME JUST LIKE THEY DID, LIKE IT'S DOING IN THIS PHOTO WITH THAT WHITE LINE.
SO WE'RE HOPING TO LAUNCH THE CAMPAIGN FROM MAY 15TH TO AUGUST 31ST.
UM, THAT'S INTENTIONAL FROM US.
WE ARE TRYING TO, UM, CONTINUE TO BACK THAT TIMING UP.
UH, THAT IS ONLY ON US AND MOSTLY ME AND MY CAPACITY, UM, TO TRY AND DO A PHOTOGRAPHY SHOOT AND DO ALL THE AD CREATION AND GET IT IN
[01:00:01]
MARKET AS SOON AS POSSIBLE.UM, AND SO TRYING TO, TO BACK IT UP TO MAY 15TH THIS TIME, WE PLAN ON SPENDING $163,582 ON PAID GOOGLE SEARCH OF $12,000 META ATTRACTION MESSAGING, UM, IN ALL OF THE MARKETS LISTED BELOW, UM, THAT WOULD BE VIDEO AND STILL IMAGES.
THEN IT WOULD BE META IN MARKET EDUCATION AND STEWARDSHIP MESSAGING.
UM, THAT'S 25 MILE RADIUS OUTSIDE OF SEDONA AND PHOENIX.
THAT'S VIDEOS AND STILL IMAGES, ATTRIBUTION BASED ADS OF $70,500.
THAT'S STILL IMAGES AND ROTATING BANNERS.
THIS IS NEW AND I'M GONNA GET INTO THIS IN A LITTLE BIT.
UM, THAT WOULD BE VIDEOS WITH VOICEOVER, UM, BOTH STEWARDSHIP AND THOSE KIND OF COME STAY PLAY MESSAGES.
SO, UM, THE AD STRATEGY WITH THE MARKETS, UH, IS BASED ON THE ROI FROM PREVIOUS SUMMER AND WINTER CAMPAIGNS.
UH, THESE MARKETS ARE THE SAME FROM LAST SUMMER MINUS NEW YORK CITY.
AND THAT'S BECAUSE OF THE LOW OROI AND YET CONTINUED HIGH SPEND THAT WE'RE SEEING IN BOTH, UM, THE PAST SUMMER AND WINTER CAMPAIGNS THERE, WE DECIDED TO KEEP THE OTHER LOWER ROI MARKETS OF SEATTLE AND SAN FRANCISCO IN AN EFFORT TO SEE IF WE CAN CAPITALIZE ON THE STEWARDSHIP AUDIENCES THAT WE KNOW THAT LIVE THERE, UM, AND CONTINUE TO BUILD THE BRAND AWARENESS THROUGH THESE CTV ADS.
SO THEIR ADS PLACED ON STREAMING SERVICES LIKE AMAZON, HULU, AND PEACOCK.
UM, AND THEIR ATTRIBUTION BASED, JUST LIKE OUR ONLINE ADS THAT WE DELIVER TO CERTAIN PERSONAS IN THE MARKETS THAT WE PREVIOUSLY MENTIONED, IT'S PRETTY CREEPY.
BUT THEY USE CROSS DEVICE ASSOCIATION TO DETERMINE IF THE PERSON FITS OUR TARGET AUDIENCE AND THEN TRACKS IF THEY WATCH THE AD, AND THEN IF THEY END UP IN MARKET.
SO THE SAME WAY THAT OUR, UM, WEB ADS DO, THE TV ADS WILL DO THE SAME THING BASED ON IF YOU'RE SITTING IN THAT ROOM, YOUR PHONE IS GONNA TELL THAT COMPANY WHO YOU ARE, WHAT YOU'RE INTERESTED IN, WHAT YOUR MEDIAN INCOME IS, AND THEN DELIVER AN ADS.
SO YOU COULD BE WATCHING THE SAME, IF YOU HAD HAD TWO PEOPLE WITH TWO IPADS SITTING IN THE SAME ROOM WATCHING THE SAME SHOW AT THE SAME TIME WHEN THOSE ADS CAME UP, THEY WOULD BE DELIVERED THEORETICALLY, UNLESS THE PERSON THAT YOU'RE WITH IS IDENTICAL TO YOU AND YOUR INTERESTS AND INCOME LEVEL, UM, YOU'D BE SERVED DIFFERENT ADS, UM, BASED ON WHO THEY THINK YOU ARE.
SO THE REASON THAT WE LIKE THIS IS IT'S A PARTICULARLY HIGH IMPACT TYPE OF ADVERTISING.
THIS IS BECAUSE YOU HAVE THEIR UNDIVIDED ATTENTION.
UNLIKE WHEN YOU'RE SCROLLING ONLINE, YOU'VE GOT YOUR EYES ALL OVER THE PLACE, RIGHT? I'M ACTUALLY VICTIM TO WATCHING TV AND READING MY PHONE AT THE SAME TIME.
SO, BUT GENERALLY SPEAKING, IT'S, IT'S, UM, UM, KIND OF A ONE-TO-ONE RATIO OF YOU WATCHING THE TV AND, AND BEING RELATIVELY TUNED INTO THAT.
UM, IT'S A GREAT WAY TO BUILD A BRAND AWARENESS AND WE HOPE THAT IT WILL DRIVE UP ROI AND THOSE FURTHER MARKETS, LIKE I SAID A MINUTE AGO.
UM, I WANNA GO OVER SOME OF THE CAMPAIGN CONCEPTS.
YOU'RE FAMILIAR WITH THE REDEFINED CAMPAIGN, BUT HERE'S SOME OF THE THINGS THAT WE'RE LOOKING AT.
UM, SOME OF THE CONCEPTS, UH, AND THE EXECUTIONS FOR THE CREATIVE, UM, REDEFINE SUMMER.
UM, WE'LL BE FEATURING, UM, UH, SHOTS OF THE WATER LIKE WE DID LAST SUMMER.
UM, WE'RE TRYING TO GO FOR POOL TIME.
I DON'T KNOW IF WE'RE GONNA GET IT.
WE TRIED TO DO A POOL SHOOT LAST WEEK AND, UH, IT WAS A LITTLE CHILLY AND, UM, FIX THAT.
UM, BUT WE, I WILL SAY WE'RE BEING PROACTIVE.
WE'RE GONNA DO TWO MORE SHOOTS OVER THE NEXT TWO MONTHS, NOT FOR THIS YEAR, BUT FOR NEXT YEAR, SO THAT WE DON'T GET OURSELVES INTO THE SAME SITUATION OF TRYING TO FIND A SHOT WITH TREES AND WATER.
AND THAT DOESN'T EXIST IN APRIL.
SO IS POOL TIME SLIDE ROCK AND CRESCENT MOON? NO.
YEAH, WE SHOT OVER AT A SUNSET CHATEAU, A SUN, A SUNSET, SUNSET CHATEAU.
UM, AND WE'LL SEE WHAT KIND OF MAGIC WE CAN DO.
UM, OH, A SLIDE ROCK WOULD BE A REALLY COOL, YOU KNOW.
WE'VE, WE'VE TALKED INTERNALLY ABOUT SLED ROCK.
WE'RE A LITTLE BIT TORN ON, UM, DO, DO WE SHOW THE ELEPHANT IN THE ROOM OR DO WE NOT? UM, THE LAST, IN OUR LAST CAMPAIGN WE HAD KIND OF, UM, MORE UBIQUITOUS LOOKING RED ROCK SHOTS WITH LIKE FEET IN THE CREEK AND THINGS LIKE THAT, WHERE IT COULD KIND OF BE ANYWHERE IT WAS ACTUALLY AT, UM, CRESCENT MOON.
WE GOT A NOODLE A LITTLE BIT MORE ON,
[01:05:01]
DO WE WANNA SHOW SLIDE ROCK AND IS THAT GONNA BE PROBLEMATIC SINCE WE KNOW THAT THERE AT CAPACITY EVERY DAY IN THE SUMMER AND THEY DON'T TAKE WALK-INS, YOU KNOW, IT'S, IT'S, IT'S HARD.I THINK THE GOAL WOULD BE TO KIND OF, TO LAWRENCE POINT, LIKE REALLY SHOWCASE UBIQUITOUS CREEK ACTION TO SOME EXTENT.
UM, WE'VE GOT SOME PLACES IN MIND THAT WOULD GET YOU TO KNOW THAT THERE'S A CREEK THAT HAS RED ROCK VIEWS, BUT THAT, WERE THEY DOING A RESERVATION SYSTEM? NO.
YEAH, THEY WERE LINED UP WHEN I CAME DOWN THIS MORNING.
SO AT TIMES WE WANT TO AVOID PLACE-BASED MARKETING FOR SITUATIONS LIKE THAT.
UM, SO REDEFINED SUNRISE, THAT'S AN OBVIOUS SHOT.
UM, I'LL SHOW YOU IN A MINUTE.
UM, SIESTA, THIS WAS ONE THAT WE THOUGHT WAS PRETTY SUMMER SPECIFIC.
UM, YOU KNOW, SIESTA, YOU THINK OF NAPS MAYBE IN SEDONA, YOU'RE TRYING TO THINK OF A PLACE THAT HAS AIR CONDITIONING WHERE YOU CAN KIND OF, UM, TAKE A MOMENT, HAVE A DOWNTIME.
UM, FOR OUR SHOT THAT WE DID, WE DID IT AT ROVING, UM, A CERAMICS CLASS.
UM, SO WE THOUGHT THAT WAS, UM, KIND OF A GOOD EXECUTION OF THAT.
WE'RE TRYING TO GET SOME ASTROPHOTOGRAPHY.
UM, IN ADDITION TO WHAT WE HAD LAST TIME, UM, RELAXATION FARM TO TABLE, UM, WAS A CONCEPT THAT, I DON'T KNOW IF IT'S GONNA COME TO LIFE, BUT AT LEAST, UM, IN CONCEPT IT WAS, UM, THE, SO AT ROVING CERAMICS, UH, HE USES RED DIRT IN THE ACTUAL CLAY.
UM, AND SO OUR VERSION OF FARM TO TABLE IS THAT HE'S ACTUALLY TAKING SOME OF THE RED DIRT, MIXING IT IN WITH THE PIECE OF POTTERY, AND THEN YOU KIND OF, YOU KNOW, TAKE THAT WITH YOU.
IT'S HOPEFULLY WE CAN EXECUTE IT.
UM, DECOMPRESSION, UH, AGAIN, TRYING TO KIND OF COME UP WITH THESE THINGS THAT YOU CAN DO HERE IN THE SUMMER.
IT, IT WAS, IT'S HARD BECAUSE BETWEEN THE HOURS OF 10 AND FOUR IN SEDONA ARE KIND OF OFF LIMITS IN THE SUMMER, RIGHT? LIKE, WE'RE NOT TRYING TO SAY GO FOR A HIKE.
WE'RE NOT TRYING TO DO THINGS THAT YOU CAN DO THE REST OF THE YEAR.
SO TRYING TO COME UP WITH THINGS LIKE, UM, DECOMPRESSION WAS A SPA SHOOT, YOU KNOW, THINGS LIKE THAT.
UM, GIRLS TRIP, SIMILAR TO LAST TIME, QUIET TIME, SIMILAR TO DECOMPRESSION ALIGNMENT, MYSTIQUE.
THIS IS TOUCHING MORE ON, UM, SOME OF THE, UM, SPIRITUALITY ASPECTS.
WE'VE GOT SOME, UM, UH, CRYSTAL SINGING BOWLS, YOU KNOW, THOSE TYPES OF, UM, IMAGERY, FAMILY TIME, DESERT AND ROAD TRIP ARE GONNA BE IN THERE AGAIN, JUST 'CAUSE THEY PERFORM SO WELL AND THEY CHECK SOME, UM, SOME REALLY GOOD BOXES FOR US.
AND THEN MINDFULNESS, UM, SIMILAR TO KIND OF THAT DECOMPRESSION ALIGNMENT THEME.
SO LET'S SHOW YOU, THESE ARE VERY, UH, ROUGH MOCKUPS, UM, FROM THE SHOOT LAST WEEK.
I ASKED ROB TO JUST TAKE TWO OF THE PHOTOS AND QUICKLY THROW THEM UP THERE.
UM, PAY NO MIND TO THE REDEFINED DESERT.
IT'S GONNA SAY STAY INSPIRED LIKE IT DOES ON ALL OF OUR OTHER ADS.
BUT JUST TO GIVE YOU AN IDEA, UM, OF, UH, WHAT THAT, WHAT THAT COULD LOOK LIKE, UM, ESPECIALLY WITH THE SHOT OF ANDREW.
UH, IT'S GOT OUR BRANDING ON IT WITH THE BACKPACK.
WE'RE TRYING TO SHOW A HIKER THAT WE WOULD WANT TO SEE ON THE TRAIL, RIGHT? YOU'VE GOT SUNGLASSES, YOU'VE GOT A HAT, YOU'VE GOT SUN PROTECTION, YOU'VE GOT A LONG SLEEVE SHIRT, YOU'VE GOT A WATER BOTTLE, YOU'VE GOT A BACKPACK.
LIKE HE LOOKS PREPARED, UM, RATHER THAN SOME HIGHLY ATTRACTIVE FEMALE WITH NO BACKPACK ON, YOU KNOW, LIKE IT'S, IT'S NOT THAT TYPE OF IMAGERY.
WE'RE TRYING TO BE PRETTY SPECIFIC ON COME PREPARED AND, AND LOOK LIKE THIS AND HAVE THIS MIRACULOUS MOMENT LESS, LESS ATTRACTIVE.
NOW
MAYBE A, A FAMILY TIME ONE, UM, SHOULD TAKE ADVANTAGE OF OUR ONE OF A KIND BREWER ROAD, UM, PLAY EQUIPMENT.
WELL WATCH FOR THE EMAIL AL THEO, WHEN I NEED A FAMILY
WHAT ABOUT GOLF? I KNOW WE ONLY HAVE TWO COURSES AND NONE ARE IN CITY LIMITS.
I'M JUST SAYING, I KNOW IT LIKE A GROUP OF, I I PICKED UP ON THE GIRLS TRIP, LIKE I CAN'T HAVE TRIPS.
I KNOW THEY ONLY GOLF WHEN THEY GO, BUT LIKE THAT IS PHOENIX IS OUR BIG MARKET.
IT'S NOTICEABLY MORE COMFORTABLE TO GOLF HERE MM-HMM
IN THE SUMMER, AND SO GOOD POINT.
I MEAN, THEY MAY BE STAYING IN AND SPENDING THEIR MONEY IN THE CITY, BUT THAT'S AN ATTRACTION THAT BRINGS THEM HERE.
WE'RE, IT'S, THERE IS A REGION GOING ON, SO THAT'S ALWAYS A LITTLE BIT OF A CHALLENGE.
I'VE BEEN THINKING ABOUT THAT TOO, ACTUALLY WAS, I WAS ON THE COURSE LAST WEEKEND AND I WAS LIKE, OH, MAYBE.
YEAH, IT WORKS ALONG THOSE LINES.
[01:10:01]
OBVIOUSLY THE PICKLEBALL COMMUNITY HAS BECOME SO HUGE.SO, YOU KNOW, IT SOUNDS LIKE THAT'S BRINGING, THEY'RE ALREADY CREATING SO MANY DIFFERENT TOURNAMENTS AND WHATNOT.
TOURNAMENT NEXT WEEKEND OR SOMETHING.
UM, AND THOSE ARROWS ARE NOT SOMETHING THAT WE'RE USING IN THE CURRENT CAMPAIGN, BUT JUST TO GIVE YOU A, AN, UH, EXAMPLE OF WHAT THE DIGITAL ADVERTISING WOULD LOOK LIKE ON A WEBSITE.
UM, HERE'S OUR TARGET TARGET AUDIENCE.
THESE ARE THE PERSONAS FOR THE ATTRIBUTION BASED MARKETING THAT WE WOULD USE FOR NOT ONLY THE WEB ADS, BUT FOR THE CTB ADS.
UM, YOU'RE, UH, VERY AWARE OF THESE BECAUSE WE HAVE NOT CHANGED THESE.
UM, IT'S THE ECO-CONSCIOUS EXPLORER, THE WELLNESS SEEKER, THE ADVENTURE ENTHUSIASTS, THE CULTURAL EXPLORER, AND THE UNINFORMED ADVENTURE.
UM, THAT IS A, THE LAST ONE THERE IS A NICE WAY OF SAYING, UM, THE PERSON FROM OUR DRIVE MARKETS WHO'S COMING UP, MAYBE THEY'RE NOT PLANNING, THEY JUST KIND OF THOUGHT THE DAY BEFORE, LET'S GO TO SEDONA AND LET'S GO, YOU KNOW, HAVE A, AN, AN UNINFORMED ADVENTURE
UM, SO THAT'S, THAT'S WHAT THAT IS.
AND WE KNOW THOSE PEOPLE ARE COMING AND SO WE SPECIFICALLY WANT TO TARGET TO THEM.
UM, WE ARE TARGETING PEOPLE WHO MAKE, UM, HOUSEHOLD INCOME OF A HUNDRED THOUSAND DOLLARS OVER IN THOSE CATEGORIES.
LAUREN, CAN I JUST ASK A QUESTION? YES.
UM, HAVE WE DONE ANY AB TESTING ON IF WE INCREASE THAT THRESHOLD? UM, JUST BEING A RETAILER IN TOWN.
THERE'S BEEN A LOT OF PEOPLE LATELY AND A LOT OF PUSHBACK ON PRICES.
AND SO WE REALLY NEED TO ATTRACT THAT HIGHER INCOME CUSTOMER TO COME AND THAT'S GONNA STAY LONGER THAN 1.7 DAYS.
I MEAN, WE WANT PEOPLE TO COME FOR TWO, THREE DAYS AND SPEND MONEY ALL ACROSS TOWN.
AND SO HAVE WE DONE ANY TESTING IF, IF, YOU KNOW, HERE'S THE A HUNDRED THOUSAND DOLLARS PLUS MARKET, BUT HERE'S WHAT AN AD CAMPAIGN WOULD LOOK LIKE FOR A TWO 50 PLUS.
UM, I HAVEN'T, BUT I'LL BRING IT UP.
CAN I, AND I'D LIKE TO HEAR ANY OF THE OTHER BUSINESS OWNERS, HAVE THEY HEARD ANYTHING? ARE YOU NODDING YOUR HEAD? YEAH, I'M, I'M IN COMPLETE AGREEMENT WITH, WITH THE HIRING MM-HMM
SIGNIFICANT PUSHBACK ON PRICES RIGHT NOW, UM, IN, IN THE RETAIL MARKET.
WHAT DOES THAT LOOK LIKE? IS IT A HAGGLE? IS IT A, DO YOU HAVE A DISCOUNT? IS IT LIKE, OR IS IT JUST UTTER COMPLAINING ABOUT THINGS FEEL EXPENSIVE? UM, SOME COMPLAINING JUST A LOT LESS, YOU KNOW, A CUSTOMER THAT WOULD COME IN AND SPEND, LET'S SAY TWO GRAND IN A SHOPPING TRIP LAST YEAR IS MAYBE LIMITING IT TO 500.
I KNOW THERE'S A LOT OF VOLATILITY IN THE MARKET RIGHT NOW, AND A LOT OF PEOPLE ARE UNCERTAIN OF WHERE THINGS ARE GONNA GO AND WHAT'S GONNA HAPPEN WITH THE TARIFFS.
AND SO WE'RE JUST, WE'RE WE'RE TRYING TO BE REACTIVE, BUT IT'S JUST REALLY HARD TO DEAL WITH THESE MAJOR SWINGS THAT WE'RE SEEING.
UM, WITH PEOPLE, I'LL SPEAK TO THAT FOR HOTELS AS WELL.
PRICE SENSITIVITY IS HUGE, EVEN IN THE SEDONA MARKET.
PHOENIX, WE'RE SEEING IT EVEN MORE.
UM, IT'S, I MEAN, IT'S ALWAYS BEEN PARKING FEES AND EXTRA FEES PEOPLE DON'T LIKE, BUT NOW IT'S JUST THE RATE OF THE ROOM.
PEOPLE ARE JUST DECLINING TO COME HERE AT ALL FOR THAT REASON.
UM, WAYNE BEST, WHO'S UH, A CHIEF FINANCE OR CHIEF, UH, RESEARCH ANALYST FOR VISA IS JUST DID A REPORT THAT SHOWS THAT ABOUT 80% OF SPENDING IS BEING DONE BY THE TOP 25% OF INCOME EARNERS.
AND SO, UM, IT REALLY, THERE, THERE'S THE HAVES AND THE HAVE NOTS AND THE HAVES, THE, THE
SO I, I THINK IT'S, IT'S REALLY AN IMPORTANT THING TO KEY IN ON AND SEE.
ESPECIALLY WITH, UM, UH, THERE WAS SOMEONE WHO DID IN SEDONA WHO DID AN ANALYSIS OF, UH, CORRELATION BETWEEN VISITATION TO SEDONA AND THE STOCK MARKET VALUE MM-HMM
AND HE SHOWED VIRTUALLY A, A, A REALLY BEAUTIFUL CORRELATION MM-HMM
AND, UM, WITH THE STOCK MARKET NOW DOWN, UM, YOU KNOW, THAT COULD BODE POORLY FOR US MM-HMM
UH, WHICH WOULD ALSO INDICATE THAT WE MIGHT WANNA TARGET A LITTLE BIT HIGHER INCOME LEVEL WHO WILL BE MORE IMMUNE TO, UM, YOU KNOW, THEIR, THEIR SENSE OF WEALTH.
THOSE PEOPLE MAY NOT FIT INTO THE ECO-CONSCIOUS TRAVELER.
THEY MIGHT, BUT THEY MIGHT NOT.
I WOULD ANTICIPATE AS WELL THAT THEY MIGHT, THE OVERALL REVENUE AND A DR THAT YOU SEE IN THE REPORTING FROM OUR, OUR ADS YEAR OVER YEAR WILL BE, YOU'LL SEE A SIGNIFICANT DECLINE.
KATIE, DR OR REV? A DR OR REVPAR? BOTH.
UM, WITH, WITH OUR BUSINESS, JUST IN THE LAST WEEK, WE'VE SEEN A HUGE DECLINE AND I, I'VE
[01:15:01]
SHARED THAT WITH OLLIE, BUT, UM, AND I MAYBE SHARED THAT WITH YOU TOO, BUT YEAH, WE, WE WERE UP 30% FOR THE YEAR AND NOW WE'RE SEEING WE'RE DOWN ABOUT 50% MM-HMMYOU KNOW, COMPARED TO THE LAST FEW WEEKS MM-HMM
SO, UM, I THINK IT IS MAJOR AND I THINK IT'S ONLY GONNA GET WORSE UNTIL IT GETS BETTER.
THERE SEEM TO BE PEOPLE THOUGH.
THERE'S, SO PEOPLE ARE SPENDING LESS, WE HAVE DOOR COUNTERS AND OUR DOOR COUNTERS ARE COUNTING 25% HIGHER THAN LAST YEAR, BUT OUR, BUT OUR INCOME REVENUE IS WAY DOWN.
PEOPLE JUST AREN'T WILLING TO SPEND THE MONEY.
CONSUMER CONFIDENCE IS HORRIBLE.
SO IF THERE'S A WAY WE CAN ADD THAT LUXURY MARKET, I MEAN, I DID NOTICE, UM, ANDREW, WHEN YOU WERE GOING THROUGH SOME OF THE DIFFERENT FAMS AND THINGS THAT YOU WERE THERE, THERE WAS AT LEAST ONE OF THE LUXURY THINGS IN THERE.
BUT IF WE CAN REALLY TRY TO FOCUS MORE ON THAT LUXURY HIGH-END MARKET THAT INSTEAD OF GOING TO PARK CITY OR TO ASPEN OR WHEREVER ELSE COME HERE MM-HMM
YOU KNOW, AS LEASE AS PART OF OUR AD SPENT, YOU KNOW, OUR, AND THAT'S IN MARKET TOO.
I MEAN, PHOENIX HAS A LOT OF WEALTHY INDIVIDUALS.
SCOTTSDALE HAS A LOT OF HIGH, HIGH INCOME EARNERS THAT CAN COME UP THAT WE CAN TARGET IN THAT IN-MARKET.
BUT I THINK, YOU KNOW, SO FOR BOTH CAMPAIGNS, BUT FOR THE IN-MARKET AND THE, THE FLIGHT MM-HMM
THAT PEOPLE, THAT'S WHY YOUR MONEY WAS GOING SO FAST IN NEW YORK AND SEATTLE AND MINNEAPOLIS.
'CAUSE THERE'S A LOT OF HIGH INCOME HOUSEHOLDS THERE.
BUT IF WE UP THAT THRESHOLD A LITTLE, MAYBE OUR MONEY GOES A LITTLE BIT FURTHER.
UM, BECAUSE IT'S, UH, BECAUSE I'M GOING TO COUNCIL NEXT WEEK AND THIS IS A MAJOR RECOMMENDATION, CAN I GET A CONSENSUS OR SOME TYPE OF THUMBS UP FROM EVERYBODY ON THE BOARD OR, OR NOT? I'D LIKE TO SEE THAT I'M, WHAT'S THE QUESTION? YEAH.
WHAT'S THE QUESTION TARGETING? CAN WE TARGET A HIGHER INCOME? WELL, I, I THINK THE OTHER CASE BEFORE WE, IT'S NOT JUST DO IT, BUT TEST IT.
YOU KNOW, SEE IF WE CAN DISCERN THERE, THERE ARE DOWNSIDES TO TARGETING TO A HIGHER THING.
'CAUSE YOUR, YOUR MARKETING CAMPAIGNS ACTUALLY HAVE TO CHANGE.
'CAUSE THE MOTIVATIONS ARE DIFFERENT AND THE NUMBER OF PEOPLE THAT ARE GONNA COME ARE FAR LOWER TOO.
SO, SO THERE'S GONNA BE A TRADE OFF THERE THAT YOU MAY NOT IN TOTAL.
LIKE, SO AB TESTING OF SOME SORT TO ME TO TO POINT THAT BOB WAS GETTING TO WOULD BE REALLY HELPFUL HERE TO UNDERSTAND THE SENSITIVITY IN A MARKET THAT IS PEOPLE WOULD CALL RECESSIONARY IN GENERAL.
HOW DOES THAT BEST FIT? I DON'T KNOW.
'CAUSE WE'RE KIND OF INTO ALL NEW TERRITORY HERE.
MAYBE MY, MY PROPOSAL WOULD BE ON AN AB TEST VERSUS JUST CUT IT OFF AT TWO 50 VERSUS ONE 50.
IF YOU LOOK AT THE DATA YOU HAVE IN THE LAST REPORT TOO, IT REALLY STARTS AT A HUNDRED MM-HMM
YOU KNOW, SO I DON'T KNOW IF DROPPING GOING ABOVE A HUNDRED IS A GOOD IDEA BECAUSE YOU COULD END UP THWARTING.
I MEAN THAT DATA THERE, THAT NO DOUBT WE SEE IS ABOUT 50% IS 150 ABOVE AND IT'S 76%, A HUNDRED ABOVE.
SO IF THERE'S 25% BETWEEN 150 THAT YOU'RE BASICALLY GONNA PUSH OFF THE TABLE, IF NOT ANOTHER 15%.
SO YOU'RE GONNA GET DOWN TO 35% OF THE TOTAL BEING ABOVE 200.
SO WHAT IF, SO THERE IS A DIFFERENCE.
AND WHAT IF, WHAT IF THE RECOMMENDATION FROM THE TAB IS SOMETHING MORE ALONG THE LINES OF TAB RECOMMENDS STAFF MEETS WITH DVA TO FIND A STRATEGY FOR ATTRACTING A HIGHER DOLLAR VISITOR.
I, I DON'T WANNA COMMIT TO ONE OR THE OTHER WITHOUT MY MARKETING EXPERT HERE.
SO AS LONG AS I HAVE THE GO AHEAD TO HAVE THAT CONVERSATION AND BETWEEN HOPEFULLY NOW AND NEXT WEEK WHEN I GO TO COUNCIL, HAVE A BETTER IDEA OF WHAT THAT COULD LOOK LIKE.
AND I THINK THAT WOULD BE THE FIRST STEP.
ALICIA'S POINT THEN DO AB TESTING GIVEN THAT DISCUSSION OF WHAT IT WOULD LOOK LIKE FOR A HIGHER INCOME YEAH.
YEAH, I WAS JUST LOOKING AS WELL.
I THINK UM, EACH OF THOSE AUDIENCES HAS A DIFFERENT INCOME KIND OF GUIDANCE IN OUR, IN OUR MARKETING PLAN.
SO THAT'S JUST ANOTHER NOTE THAT DEPENDING ON THE AUDIENCE TYPE, THERE'S A DIFFERENT KIND OF HOUSEHOLD INCOME TIED TO IT.
UNINFORMED ADVENTURE IS ALWAYS GONNA BE KIND OF ON THE LOWER END OF THE INCOME.
WE'RE TRYING TO CATCH THOSE PEOPLE THERE.
BUT I THINK IT'S ALL REALLY GOOD POINTS.
UM, BUT I THINK THAT'S SOMETHING THAT LAUREN, I CAN GO BACK ON, BUT DEFINITELY WORTHWHILE TO REVIEW THAT AND SEE WHAT THE POTENTIAL IMPLICATIONS COULD BE.
BUT ALSO TO DEFINITELY TEST WHAT THE THRESHOLD IS.
I THINK GIVEN WHERE WE CURRENTLY ARE, UM, I THINK I'VE CHATTING WITH RICHARD AND JUST, AND JUST ONE OTHER NOTE.
WHAT I'VE NOTICED WITH HIGHER INCOME WITH, 'CAUSE I HAVE A RANGE OF CLIENTS, IS THAT THE HIGHER THE INCOME, THE LONGER THEY PLAN OUT INTO TIME.
SO IT'S NOT ONE TO ONE IS IF YOU DID A CAMPAIGN NOW FOUR MONTHS FROM NOW, YOU MIGHT GET PEOPLE UP.
[01:20:01]
DISTRIBUTION, BUT SIX MONTHS OLD YOU MIGHT GET A HIGHER DISTRIBUTION MM-HMMSO IT IS A DIFFERENT TIME FRAME AS WELL.
SO, AND RIGHT NOW THE WAY I TRACK ATTRIBUTION IS I CUT IT OFF AT THE END OF THE CAMPAIGN.
THAT DOESN'T MEAN THAT THEY'RE NOT STILL COMING IN AFTER THAT.
IT'S THAT MY, YOU'RE NOT GONNA GET MY REPORTING IS JUST TO BE FAIR, I'M TRYING TO, TO DO IT ONLY IN A POINT IN TIME.
YOU'RE NOT GONNA GET THE FULL MEASURE OF, OF THE IMPACT THEN THAT WAY YOU'RE GOING AND IT COULD BE MONTHS 'CAUSE AGAIN, HIRE MAYBE SIX TO NINE MONTHS 'CAUSE THEY HAVE A SPECIAL ONE.
I WANT TO ALWAYS COME TO SEDONA EVER SINCE I WAS A LITTLE KID WHEN I WENT THROUGH THERE WITH MY FAMILY, YOU KNOW, WHEN I WAS FIVE.
WELL, HOW DO YOU KNOW THAT? AND CONNECT WITH THAT.
AND THAT MIGHT BE NINE MONTHS FROM NOW WHERE SOMEBODY'S GONNA COME IN AND HOP INTO, YOU KNOW, SLIDE ROCK.
UM, RELATED, UH, IS THE DEMOGRAPHIC SIDE OF THIS, AND I WANTED TO EQUATE IT TO THE CTV POTENTIAL MM-HMM
BECAUSE TO ME, I THINK WE'RE GONNA CAPTURE, I'M LOOKING, I'M WAS LOOKING VERY SPECIFICALLY AT WHERE OUR SPEND ARE MM-HMM
DEMOGRAPHICALLY AND INCOME WISE.
AND I, I THINK THOSE TYPE OF ADS ARE GONNA CAPTURE AN OLDER AUDIENCE.
AND THOSE AUDIENCES HAVE HIGHER INCOMES, HAVE MORE TIME MM-HMM
AND BY THE DATA SPEND MORE MONEY.
HOW FAR AFTER THE CAMPAIGN DO YOU STOP MEASURING? I DON'T, IT'S AT THE END OF THE OH, OKAY.
I THOUGHT I MISUNDERSTOOD WHAT YOU SAID.
IS THERE A REASON NOT TO JUST LATENTLY KEEP IT GOING FOR ANOTHER MONTH OR TWO OR THREE OR FOREVER? AND IT, I DO AND WE, I DO HAVE THOSE RESULTS AND I CAN LOOK AT IT, BUT JUST FROM A REPORTING STANDPOINT, RIGHT.
IT'S LIKE, PEOPLE WANNA KNOW HOW'D THE CAMPAIGN DUE? WELL, NOT ONLY DO I HAVE A SIX WEEK LAG ON IT, BUT AT SOME POINT I GOTTA, I GOTTA PUT AN END CAPPER ON IT, YOU KNOW.
BUT IF WE'RE TALKING ABOUT, I MEAN, IT GETS BACK TO THE STAGGERED CAMPAIGN FLIGHT.
YOU KNOW, IF I'M, IF I'M ABLE TO GET THOSE ADS IN MARKET EARLIER, THEY'RE, I WANT THEM TO COME IN MAY.
I DON'T WANT THEM TO SEE THE AD AND HOPEFULLY COME AT THE END OF THE CAMPAIGN.
I WANT THEM TO SEE IT IN MARCH AND APRIL, AND I WANT THEM TO COME IN JUNE, JULY AND AUGUST, YOU KNOW? MM-HMM
SO, BUT IT'S, IT'S NOT A PERFECT SYSTEM.
UM, AND I DO HAVE DATA IF WE EVER WANTED TO SEE THAT.
IT, IT'S ALWAYS, IT'S CONSTANTLY ON.
I CAN GO IN THERE AND I CAN SEE, WHEN DO YOU WANT ME TO, I CAN SET THE, THE BOUNDARY ON THE ATTRIBUTION.
SO RICHARD'S POINT, THE ONLY REASON I ASK THAT QUESTION IS BECAUSE IF THE, YOU KNOW, THE, THE TRAVEL TIME IS FURTHER OUT, THEN BY THAT TIME WE'VE DROPPED OUR HOTEL RATES, WE'VE DROPPED RATES EVERYWHERE ELSE.
SO THE AVERAGE SPEND IS GOING TO BE LOWER WITH MAYBE THAT HIGHER INCOME TRAVELER, WHOEVER ENDS UP COMING LATER DOWN THE ROAD.
UM, I DON'T KNOW, JUST SOMETHING TO KEEP IN MIND MAYBE WHEN WE'RE MEASURING THOSE.
AT THAT POINT, IF WE'RE THINKING, YOU KNOW, IF I, I WOULD LIKE TO HAVE A LITTLE BIT MORE INFORMATION ON THIS, BUT LET'S JUST GO ON A FEW ASSUMPTIONS, WHICH IS THAT IF YOU'RE MAKING TWO 50 AND UP, THAT YOU'RE GONNA BOOK OUT NINE MONTHS.
IF I WANT YOU TO GET HERE IN JUNE, I'M GONNA ADVERTISE TO YOU IN SEPTEMBER.
THAT STAGGERED OF A CAMPAIGN FLIGHT.
BUT IT IS, THAT OBVIOUSLY GETS VERY COMPLICATED FROM A CREATIVE STANDPOINT BECAUSE I'M TRYING TO CREATE ADS ONCE, NOT ALL THE TIME AND HERE AND THERE AND EVERYTHING ELSE, BUT YEAH, THAT'S FAIR.
I I THINK, YOU KNOW, WE'RE GATHERING CUMULATIVE DATA MM-HMM
THAT'S BECOMING MORE AND MORE VALUABLE.
I, I APPRECIATE WHAT YOU'RE SAYING.
IF YOU SAY, HOW'D THAT AD CAMPAIGN GO? IF SOMEBODY ASKS YOU THAT AND YOU GO, I'LL TELL YOU IN SEVEN MONTHS MM-HMM
WE HAVE GOT TO JUST FIND A PERIOD REPORT ON THAT PERIOD.
WE'RE NOT IGNORING THAT ALL THE DATA WE'VE ACCUMULATED, BUT THERE'S GOTTA BE SOME WAY TO ACTUALLY PRESENT IT.
IT WOULD BE, IT BE INTERESTING AT SOME POINT TO JUST LOOK BACK THE LAST YEAR YEAH.
WOULD BE, YOU KNOW, JUST, YOU KNOW, MAYBE YOU DO IT ONCE A YEAR MM-HMM
YOU LOOK BACK AT THE CAMPAIGNS AND SAY, OH, WHAT WAS THE COMMUN UH, CUMULATIVE IMPACT FOR SIX MONTHS, NINE MONTHS, 12 MONTHS? YOU KNOW, PICK, PICK A TIMEFRAME.
'CAUSE WE MIGHT FIND THAT 67 TO ONE IS ACTUALLY A HUNDRED TO ONE.
AND IF IT, IN WHICH CASE, THEN WE MIGHT WANNA GO BACK TO CITY COUNCIL AND SAY, YOU KNOW WHAT? WE NEED TO SPEND MORE MONEY OR DIFFERENTLY.
IT COULD GIVE YOU A DIFFERENT ANSWER TO YOUR ORIGINAL POINT ABOUT MAYBE NEW YORK PEOPLE HAVE A HIGHER INCOME DEMOGRAPHIC TO BEGIN WITH, FOR EXAMPLE MM-HMM
I'VE BEEN PARTICIPATING IN HOUSING CONVERSATIONS LATELY AND COMING TO MEETINGS AND, UH, I DO FEEL LIKE WE'RE TALKING ABOUT THIS UNDERLYING REALITY THAT THE LANDSCAPE IS SHIFTING, THAT THAT PRICE POINTS ARE INCREASING AND THAT, SO AGAIN,
[01:25:01]
IT SOUNDS LIKE WE ARE THROUGH, WE ARE REALLY, AS A COMMUNITY COMING TO THE TABLE AND LOOKING AT STRATEGIES TO TAKE CARE OF OUR COMMUNITY AND BE SO THOUGHTFUL.UM, BUT I'M GONNA STEAL, UM, A COMMENT THAT SOMEONE SAID WHERE THEY SAID LIKE, BE BOLD.
I DO THINK THAT WE DO HAVE TO ACKNOWLEDGE THAT SEDONA WANTS WEALTHIER, UM, TRAVELERS AND TOURISTS.
SO I DO THINK THAT HAS TO, INSTEAD OF, UM, WE JUST HAVE TO BE HONEST ABOUT THAT TOO.
AND I THINK TEMPER THAT WITH, AGAIN, THIS CHANGING, JUST ACKNOWLEDGE THAT THINGS ARE CHANGING AND THAT WE DO HAVE A PRODUCT THAT DO HAVE SO MANY PRODUCTS THAT CAN BE A HIGHER PRICE POINT.
AND SO, UM, I REALLY HONOR THAT KIND OF THE ALSO BEING REALISTIC WITH THAT AND, AND JUST SITTING WITH, LIKE YOU SAID, LIKE, LET'S, LET'S, LET'S SIT WITH THAT.
LET'S STOP AVOIDING THAT AND NOT ACKNOWLEDGING MAYBE THAT ELEPHANT IN THE ROOM, BUT REALLY SAY, OKAY.
WHAT'S, WHAT ARE THE STRATEGIES? I, I WOULD SAY TWO YEARS AGO WE DIDN'T REALLY KNOW, BUT THE DATA WE HAVE TODAY IN FRONT OF US IS SHOWING THAT WE'RE SUCCESSFULLY TARGETING HIGHER INCOME DEMOGRAPHIC.
JUST BY LOOKING AT THE DATA, AND IT'S QUITE TO ME ENCOURAGING.
IS LOOKING AT THE PERCENTAGES AND IT'S MOVING UP OVER TIME.
NOW, TWO YEARS FROM NOW, WHO KNOWS, RIGHT? BUT MM-HMM
IF YOU LOOK AT THE, WHERE WE WERE BEFORE TO NOW, WE WOULDN'T HAVE SEEN IT OVER 2 52 YEARS AGO.
IF YOU LOOK AT THE CHAMBERS DATA THAT THEY HAD, BUT LOOK AT IT NOW.
IT'S WHAT, HOW MANY PERCENT? 25%.
25% OF OUR VISITORS ARE OVER 250,000 CUMULATIVE INCOME IN THEIR HOUSEHOLDS.
SO YOU'RE MAKING A REALLY GOOD POINT, LINDSAY.
AND I THINK IT'S BEEN FOUNDATIONAL.
WE HAVE SAID WE, WE NEED TO MAXIMIZE THE TOURISM DOLLAR PER VISIT.
SO IF WE HAD ONE VISITOR THAT CAME AND FILLED THE ENTIRE TOURISM BUCKET,
SO THAT'S NOT OUTTA LINE AT ALL.
AND I, I KEEP, I'M THINKING ABOUT THE ONE POINT WHATEVER, UH, DAY STAY THAT PEOPLE HAVE HERE AND BEING AN ADVOCATE OF SLOW TRAVEL.
AND IN MY OWN, I RENT OUT MY HOUSE WHEN I TRAVEL, I HAVE A THREE DAY MINIMUM BECAUSE I WANT PEOPLE TO STAY.
AND SO THINKING ABOUT WHAT THE CORRELATIONS ARE BETWEEN ECONOMIC POSSIBILITY, ECONOMIC LEVELS, AND THE LENGTH OF STAY, WHICH ALSO THEN CORRESPONDS WITH THE TRAFFIC, RIGHT? BECAUSE FEWER PEOPLE LONGER STAYS, I THINK IS ALSO A RELEVANT WAY OF THINKING ABOUT THIS CONVERSATION.
THAT'S WHAT WE ARE SEEING AND WE'RE SEEING IMPACT.
AND WE HAD SOME OF OUR BILL IS ON A MINIMUM LENGTH OF STAY, AND THAT HAS STARTED TO IMPACT THE BOOKING.
SO WE'VE HAD TO SHORTEN THAT SO THAT THERE'S DIFFERENT WAYS, WAYS YOU'RE SEEING, I MEAN, WE HAVE ISSUES THAT ARE BEYOND THE CONTROL OF THIS STORY.
BUT FROM WHAT TO WHAT, IF YOU DON'T MIND ME ASKING? UH, FROM THREE DAYS TO TWO, I THINK TWO.
SO THAT'S CONSISTENT WITH THE 1.7 AVERAGE THAT WE WERE SEEING THEN MM-HMM
BUT IT'S, I MEAN, IT, I MEAN, THOSE ARE, THERE'S ONLY SEVEN OF THOSE ARE ON THE CREEK.
SO YOU CAN'T GET THE THREE DAY STAY ON THOSE.
IT'S, IT'S A, IT'S AN INDICATOR.
AND DURING TIMES LIKE THESE, THAT'S WHAT WE SEE TRAVEL'S THE FIRST THING THAT PEOPLE LET GO OF.
INTERNATIONAL TRAVEL FIRST AND THEN DOMESTIC TRAVEL, IT GETS IN SMALLER.
YOU KNOW, CLOSER TO HOME DRIVE MARKETS ARE GOING TO BE MORE POPULAR AND MM-HMM
IT JUST KIND OF DECREASES OVER TIME.
BUT TRAVEL IS THE FIRST THING THAT YOU'LL SEE.
WE'RE TRYING TO BE THE REALITY, WE'RE TRYING TO BE OBJECTIVE HERE IN TERMS OF GIVING OUR ADVICE TO THIS TEAM TO GO TO THE CITY COUNCIL WITH OBJECTIVE MEASURED THOUGHT.
WE'RE NOT TRYING TO BE ONE WAY OR THERE, WE'RE TRYING TO LOOK AT ALL THE PIECES.
YOU CAN'T BE CHEER NO, I, OR TONGUE AND CHEEK CHEER, KINDA, YEAH.
I DO FEEL LIKE I'VE SEEN A LOT MORE RV AND CAMPERS COMING THROUGH THAN I HAVE IN THE PAST.
AGAIN, VERY ANECDOTAL INFORMATION, BUT THOSE PEOPLE, WHERE DO THEY STAY IN SEDONA? UM, THEY CAN'T STAY RIGHT OUT.
THERE'S, WELL, SO YOU CAN CAMP OUT ON 5 25, YOU CAN CAMP AT CHAVEZ, WHICH IS THE ONLY FOREST SERVICE SITE IN TOWN.
AND THEN YOU CAN GO ON, UM, THE FRY'S PROPERTY.
WHAT'S IT CALLED? UM, OFF OH YEAH.
AND THEN I GUESS PEOPLE COULD BE STAYING IN THE FLIGHT THERE.
'CAUSE I DID SEE SOME PEOPLE COMING DOWN WHEN I DROVE TO FLAG THIS MORNING.
SO STAYING UP BED PINE FLATS AND, AND THEY MAY NOT BE STAYING IN SEDONA NECESSARILY, LIKE, BECAUSE THEY DON'T HAVE AN OPTION.
THAT'S NOT THE TRAVEL WE WANT.
SO WE WERE HAPPY FOR THEM TO JUST DRIVE THROUGH.
AT LEAST THEY STOPPED FOR GAS AND MAYBE SOME OTHER THINGS.
BUT I, BUT LAUREN, DID YOU GET YEAH.
YOUR SUGGESTION TO RESEARCHERS WITH DVA BACK TO, I THINK WHAT YOUR QUESTION
[01:30:01]
WOULD MAKE SENSE TO ME, THANK YOU FORBEFORE I WOULD WANT TO MAKE A RECOMMENDATION.
I WANT TO TAKE A LOOK AT, YOU KNOW, WHAT ARE THE PLUSES AND MINUSES OF, OF EACH JUST RESEARCH.
JUST GOING TO THEM AND SAYING, HEY, WHAT COULD WE DO WITH THIS CONCEPT? YEAH.
BECAUSE I MEAN, AGAIN, I WOULD SAY, LOOK, 25% OF THE PEOPLE NOW ARE COMING FROM THERE.
THAT'S A LITTLE BIT MORE THAN BEFORE.
SO MAYBE WE NEED TO TAKE A LOOK AT THIS SEGMENT.
THE C IS IT LOOK DIFFERENT DEMOGRAPHICALLY IN HOW THEY NEED TO BE TALKED TO, BECAUSE YOU MIGHT HAVE SOME ISSUES.
THEIR SCHEDULING MIGHT BE FURTHER OUT AND ALL THESE OTHER APP FACTORS THAT WE DO NOT YET KNOW, LET'S GO RESEARCH MM-HMM
AND I THINK IT WOULD HELP ALL OF OUR BUSINESSES TO KNOW THAT AMONGST OTHERS.
SO WHAT DO WE THINK, UM, OVERALL OF THE MARKETING STRATEGY? UM, ESPECIALLY IN LIGHT OF CTV BEING ADDED, UM, TO WHAT WE DID COMPARED TO THE MOST RECENT WINTER CAMPAIGN.
SO THE ONE QUESTION ON CTV VERSUS SOME OF THESE OTHER ADS IS, AND, AND MAYBE THAT CROSS DEVICE, IT'S LIKE YOU SEE IT THERE.
LIKE IF IT'S ON, IF IT'S POPPING UP ON MY SOCIAL, I JUST CLICK ON IT AND BUY THAT TABLE.
BUT IF YOU SEE IT ON A TV AD, YOU CAN'T IMMEDIATELY INTERACT WITH THAT.
IS THAT IN MIND? I DIDN'T, I GUESS I NEVER HAD REALLY HEARD ABOUT THIS MUCH UNTIL YOU JUST BROUGHT IT UP.
BUT BECAUSE YOUR PHONE IS THE WAY THAT YOU'RE CONNECTED TO NETFLIX OR HULU, YOU SEE THE COMMERCIAL AND THEN IT COMES BACK TO YOU AT A LATER TIME ON YOUR PHONE? NO, UM, IT'S NOT THAT ACTUALLY IT'S THAT, UH, THE TELEVISION ADVERTISING COMPANY KNOWS THAT YOUR PHONE, THAT YOU LIVE AT THE HOUSE THAT IT THINKS YOU LIVE AT.
AND THEN IT PRODUCES THAT COMMERCIAL BASED ON THOSE FACTORS.
THE FACT THAT IT BOUGHT THE DATA TO SHOW THAT YOU LIVED AT THAT HOUSE AND THAT YOU WERE THAT TYPE OF PERSON THAT GOOGLED THOSE TYPES OF THINGS.
DO YOU HAVE AND HAVE THOSE TYPES OF LOCATIONS ON YOUR WEATHER APP DESIGN MOMENTS OKAY.
BECAUSE THEY'RE DOING A TUNE NOW.
SO THEN YOU AS A, THE PERSON WHO'S, SO IT GETS REPLACED, THE ZEN MOMENT GETS REPLACED IF YOU ARE TARGETED BY AN ADVERTISER MM-HMM
AND IF YOU'RE NOT TARGETED BY AN ADVERTISER, YOU GET THE ZEN MOMENT.
AND IF YOU, YOU'RE IN THE ECOSYSTEM OF GOOGLE, FOR EXAMPLE, AND YOU GO TO ALEXA AND YOU TALK ABOUT IT, YOU GO TO A COMPUTER, AMAZINGLY ENOUGH WHAT YOU TALKED ABOUT THAT THEY WERE LISTENING TO SHOWS UP ON YOUR COMPUTER.
WE'RE TALKING ABOUT CROSS PLATFORMS, RIGHT.
WHERE THEY'RE BUYING AND SHARING THE DATA.
NOW THEY'RE GETTING REALLY GOOD AT IT.
SO YOU CANNOT CLICK ON THAT AD, BUT THEN YOU WOULD THEN HAVE TO A, THOSE ADS WOULD ENCOURAGE THEM TO GO SCENIC SEDONA.COM AND THEN GET TO OUR SITE ACTION AND THEIR PHONE GETS THE PIXEL.
THERE'S NO CLICK THROUGH RATE.
AND THEIR PHONE GETS THE ONE AND THE PIXEL THAT THEN WE USE TO TRACK IF THEY COME INTO MARKET.
AND I DON'T KNOW ABOUT ANYBODY ELSE, BUT I DON'T WATCH COMMERCIALS.
I MEAN, WANT ALL OF MY LIFE TO BE ABLE TO FAST FORWARD.
SO I'M JUST NOT SURE HOW MUCH, BUT ON SOME OF THOSE H YOU DON'T HAVE A CHOICE.
I MEAN, YOU, I GUESS YOU COULD PAY, I DON'T PAY FOR, I HAVE A LOT OF SUBSCRIPTION SERVICES, BUT I DON'T PAY, I STILL HAVE ADS ON HULU.
I STILL HAVE ADS ON PEACOCK AND I STILL HAVE ADS ON AMAZON.
OH, YOU CAN'T FAST FORWARD THROUGH THEM? NO, NO.
THAT'S NOT MARKET
THEN YOU'RE NOT, YOU MAY BE IN THE A HUNDRED PLUS.
PROBABLY WE MIGHT BE TAKING OUT OUR TWO 50
SO I LIKED IT FROM THE AGE DEMOGRAPHIC A LOT, BUT I AM CONCERNED THAT, UH, I MEAN, BUT TO, TO TEST THIS AND TO SEE HOW THIS PLAYS OUT FOR $45,000, IT'S A BIG CHUNK OF DOLLARS IN OUR OVERALL ADVERTISING CAMPAIGN MM-HMM
AND IT'S, I DIDN'T, I COULD LOOK BACK, BUT IT'S AN INCREASE OVERALL.
IT'S A REALLOCATION, IT'S AN INCREASE OVERALL.
IT'S AN INCREASE COMPARED TO THE ANY CAMPAIGN WE'VE EVER RAN.
AND SO COUNSEL WILL HAVE TO APPROVE THIS BASED ON CONTENT AS WELL AS COST EVERYTHING.
OR IS THIS ALREADY ALLOCATED MONEY? IT HAS BEEN ALLOCATED IN THE BUDGET.
THEY KNEW THAT I HAD $350,000 FOR ADVERTISING AND THIS IS AN, UM, ALLOCATION OF THAT THREE 50.
SO IT'S NOT ON TOP OF ANYTHING.
UM, I JUST THOUGHT IT WOULD BE SMART OF MYSELF TO TAKE, IF I WAS GONNA DO A NEW STRATEGY TO SHOW IT TO 'EM FIRST.
SO YOU, YOU HANDLE THIS LIKE A DIFFERENT CHANNEL, RIGHT? YOU HAVE THE, THE META CHANNEL, THE GOOGLE CHANNEL, AND THE CTV CHANNEL AS A MARKETING CHANNEL.
[01:35:01]
WHICH YOU CAN ATTRIBUTE, WE CAN GET DATA TO THE PIXELS AND ALL THAT STUFF.RIGHT? WELL, AND TO BE FAIR, IF COMMERCIALS DIDN'T WORK, I'M NOT PAID TO NOT, PEOPLE WOULDN'T BUY THEM OVER SUPER BOWL.
AND MORE AND MORE PEOPLE DO USE THEIR, UH, COMPUTER AND PHONES TO WATCH.
I'M PRETTY SURE OUR $72,000 IS NOT GONNA GET US A SUPER BOWL AD THERE.
WE'RE NOT, ARE WE NOT ANSWERING? MM-HMM.
SO I, I, I MEAN, BASED ON THE DISCUSSION, I THINK IT WOULD BE A VERY, I HATE IGNORING THIS SEGMENT.
I THINK IT HAS A LOT OF POTENTIAL.
I THINK THERE ARE QUESTIONS ABOUT ITS EFFECTIVENESS BECAUSE OF THE THINGS WE TALKED ABOUT, BUT I THINK WE WOULD BE IGNORING A CHANNEL THAT COULD BE VERY, VERY BENEFICIAL.
I THINK WE CAN ONLY ANSWER THAT QUESTION IF WE DO IT.
SO WE HAVE TO TRY IT, GET THE DATA, AND THEN REVIEW AND ANALYZE AND SEE WHERE IT'S AT.
AND IT'S A VERY, UM, I, THIS IS SPECIFIC TO WHAT I THINK COUNCIL COULD BITE OFF BECAUSE IT'S ATTRIBUTION BASED.
WE KNOW THAT'S SOMETHING THAT THEY'RE CONSTANTLY LOOKING FOR.
SO I INTENTIONALLY CHOSE SOMETHING THAT, UM, WAS STILL ATTRIBUTION BASED TO PROVE IF IT WORKS OR NOT.
AND OUR PRODUCT IS THE MOST VISUAL PRODUCT IN THE WORLD.
SO WE'VE SEEN THAT IN THE SOCIAL MEDIA CAMPAIGNS.
WE'VE GOT INCREDIBLE RESULTS BECAUSE I THINK OUR VISUALS ARE JUST PHENOMENAL.
SO ARE YOU WANTING A, A THUMBS UP? I THINK I GOT IT ALL RIGHT.
WE GOT IT WITH CAVEAT, WHICH ARE GREAT CAVEATS OBVIOUSLY.
WE CALL VOTE AND ALSO WE HAVE TO PULL OUT THE STOPS FOR SUMMER, RIGHT.
TO REALLY SEE IF WE CAN SHIFT THE, THE TOURIST STRATEGY.
SO I THINK IT'S WORTH TRYING IT OUT.
SO IF YOU'RE SATISFIED WITH THAT ANSWER, THEN MM-HMM
[5.d. State of Sedona tourism research update]
AGENDA ITEM GOING THROUGH THE RESEARCH FOR FEBRUARY, 2025.UM, BEFORE I SHOW THE NEXT SLIDE, I WANNA JUST UPDATE THE TAB THAT, UM, PRIOR TO THIS PRESENTATION, UM, WE'VE BEEN SHOWING YOU SCRAPED KEY DATA AIRBNB LISTING PERFORMANCE FOR THE CITY OF SEDONA.
SO KEY DATA GOES INTO THE AIRBNB AND VRBO, BUT WE CAN'T DE-DUPE THEM TOGETHER IN THE REPORT.
I CAN DO THAT SEPARATELY, BUT WE HAVE MORE AIRBNBS THAN WE HAVE VBO.
SO THEY GO IN AND THEY SCRAPE ALL THE LISTINGS THAT ARE WITHIN THE CITY OF SEDONA AT LEAST THEY USED TO DO THAT FOR THE ENTIRE CITY OF SEDONA.
AND THEN THEY'D SHOW US BASICALLY OCCUPANCY A DR REVENUE REVPAR.
UM, WE WERE ABLE TO WORK WITH THE GIS TEAM AND WE'VE REPLACED THE CITY OF SEDONA LAYER TO NOW ONLY BE THE RESIDENTIAL ZONES WITHIN THE CITY OF SEDONA, WHICH IS MORE ONE-TO-ONE TO HOW WE LICENSE AND TALK ABOUT SHORT-TERM RENTALS.
UM, WHAT THAT DID WAS THAT REMOVED LISTINGS THAT WERE LOCATED WITHIN COMMERCIAL ZONES BECAUSE WE OFTEN SEE HOTELS TIMESHARES SELLING THEIR ROOMS ON THE SHORT-TERM RENTAL PLATFORMS FULLY WITHIN THEIR RIGHT.
I THINK IT'S A GREAT WAY TO KIND OF BUILD UP DEMAND, BUT IT'S ALWAYS BEEN HARD FOR US TO TALK ABOUT SHORT-TERM RENTAL PERFORMANCE BECAUSE WE THINK ABOUT THEM AS THE RESIDENTIALLY ZONED LOCATED AREAS.
SO EXCITED THAT THAT IS NOW IN THE REPORT.
AND TRULY, ANYTIME YOU HEAR US TALK ABOUT SCRAPE SHORT-TERM RENTAL DATA, IT'S NOW FOR THE MOST PART LIMITED TO LISTINGS WITHIN RESIDENTIAL ZONES.
I SAY FOR THE MOST PART BECAUSE THERE'S NOT A GEOLOCATION TIED TO EACH OF THESE.
THEY'RE SORT OF LIKE A CIRCLE WITH A DOT ON IT.
SO I CAN GUARANTEE YOU SOME OF THE TIMESHARES THAT ARE ON THE BORDERS OF THE RESIDENTIAL ZONES ARE STILL POPPING IN HERE.
BUT WE WERE ABLE TO REMOVE A LOT OF THEM, UM, CLOSE TO ALL OF THEM ESSENTIALLY.
SO, UM, WHAT YOU SEE HERE IS OBVIOUSLY WHAT YOU'VE ALWAYS SEEN AT THE TOP, WHICH IS THE SEDONA PLUS STUDY AREA WITHIN SMITH TRAVEL RESEARCH DATA.
UM, THEN YOU'VE GOT THE DIRECT, UM, DATA THAT'S COMING DIRECTLY FROM THE PROPERTY MANAGERS THAT REPORT TO KEY DATA WITHIN THE CITY OF SEDONA.
AND THEN YOU NOW HAVE THIS NEW RESIDENTIAL ZONE DATA LAYER.
UM, AS WE'VE TALKED ABOUT, YOU KNOW, FEBRUARY WAS A STRONG MONTH FOR US.
WE MENTIONED THIS KIND OF EARLIER, EARLIER IN THE PRESENTATION.
UM, YOU KNOW, IT'S JUST GREAT TO SEE, UH, THAT, YOU KNOW, DURING NEED TIMES, WE'RE SEEING THAT INCREASE QUESTION.
UM, GIVEN YOU HAVE TWO, UH, SHORT TERM VACATION RENTALS, ARE THEY THE SAME? ARE THEY DIFFERENT OR THEY'RE YEAH, SO THEY'RE DIFFERENT.
SO THE SHORT TERM VACATION RENTAL DIRECT, THE ONE IN THE MIDDLE RIGHT IS, UM, ABOUT, I THINK IT'S 350 PROPERTIES.
IT SAYS IT AT THE END, UM, IN THE, IN THE, IN THE SAMPLE SIZE.
AND THAT'S FROM PROPERTY MANAGERS THAT REPORT.
UM, AS I HAVE ALLUDED TO IN THE PAST WITH SCRAPE DATA, IF IT'S OWNER OCCUPIED, IT'S NOT AVAILABLE TO BOOK, IT'S, THEY'RE BOOKED AS A BOOKING, SO IT'S BOOKED AS REVENUE.
SO SOME OF THE REVENUE WITHIN THE
[01:40:01]
SCRAPE DATAS INFLATED BECAUSE OF THAT.THERE'S NO WORK AROUND UNLESS WE HAD A DIFFERENT WAY TO DO THIS.
UM, THE DIRECT DATA IS REPORTED IN THE SAME WAY THAT THE HOTELS REPORT SMITH TRAVEL.
SO IT'S JUST A STRONGER DATA SET, BUT WITH A SMALLER SAMPLE SIZE.
AND WE LOOKED IN, SORRY, WE LOOKED INTO THAT, UM, WHO WAS REPORTING IN THAT DIRECT DATA AND IT IS, UM, NEIGHBORHOOD SHORT-TERM RENTALS.
IT'S MOSTLY LIKE SHORT-TERM RENTAL, UM, MANAGEMENT COMPANIES THAT MANAGE LOTS OF THEM THAT, THAT DIRECTLY SUBMIT THEIR DATA.
SO YOU BELIEVE BOTH NUMBERS OR ONE'S STRONGER THAN THE OTHER? UM, THEY'RE JUST, THEY'RE DIFFERENT STUDY AREAS I GUESS WOULD BE THE WAY TO PUT IT.
SO, UM, YOU KNOW, YOU GET ALL OF THE SCRAPE DATA FOR THE SHORT TERM RENTALS WITHIN RESIDENTIAL ZONES AT THE BOTTOM.
UM, THERE'S ABOUT 1400 LISTINGS WITHIN THAT DATA SET.
UM, AND THEN IN THE MIDDLE ONE IT'S CLOSER TO 350 LISTINGS.
SO, BUT IN TERMS OF LIKE THE REVENUE, THEN I WOULD PICK THE LOWER RIGHT HAND, 12.2 MILLION AS THE MORE CLOSER TO THE NUMBER THAT WE HAVE THEN YES.
VERSUS THE 3.3 THAT WAS SELF-REPORTED.
I WOULD SAY THAT THE BOTTOM RIGHT IS MORE COMPREHENSIVE TO WHAT WE SEE THE REVENUE WITHIN THE RESIDENTIALLY ZONED LISTINGS.
AND SO THE 6.8 FOR FEBRUARY AND THE TOLL 0.2 FOR THE UP TO THIS PART OF THE YEAR.
IF YOU WERE TO SAY HOW MUCH REVENUE HAVE SHORT-TERM RENTAL, SHORT-TERM RENTALS WITHIN SEDONAS RESIDENTIAL ZONES GENERATED, I WOULD LOOK AT THAT NUMBER AND NOT THE NUMBER IN THE MIDDLE.
SO I PUT A BOX, DOES THIS TAKE INTO ACCOUNT BLACKOUT DATES? SO EXACTLY.
THAT'S WHAT HE'S TALKING ABOUT.
THAT'S WHAT I MENTIONED WHERE SCRAPE DATA HAS ITS OWN CHALLENGES BECAUSE WHEN IT'S OWNER OCCUPIED, IT'S UH, ESSENTIALLY NOT AVAILABLE TO BOOK, BUT IT'S TRIGGERED AS A BOOKING.
UM, SO THAT'S WHERE, YOU KNOW, NEITHER OF THESE ARE PERFECT.
UM, THAT BOTTOM NUMBER 12.2 MILLION IS WHAT I WOULD PUSH FORWARD WITH THE CAVEAT THAT IT'S AN OVERESTIMATE BECAUSE IT'S LIKELY THAT THERE'S FALSE BOOKINGS IN THERE, BUT THERE'S NO WAY TO DETERMINE THAT THROUGH SCRAPE DATA.
YOU LEAVE FOR THE SUMMER, YOU BLOCK OUT YOUR WHOLE HOUSE BECAUSE MAYBE YOU TURN IT INTO A LONG-TERM RENTAL FOR THREE MONTHS OR SOMETHING THAT'S PROBLEMATIC IN OUR DATA, BUT THERE'S NO WAY TO GET AROUND IT.
AND THERE'S ALSO, THERE'S ACTIVE LISTINGS AND INACTIVE LISTINGS.
THERE'S DIFFERENT THINGS THAT KIND OF HAPPEN.
UM, THAT'S WHY I ALWAYS KEEP THE DIRECT DATA IN THERE GIVEN IT'S A SMALLER SAMPLE SIZE.
BUT THAT HAS NO ISSUES WITH THE BLACKOUT DATES 'CAUSE IT'S ESSENTIALLY THE SAME WAY THAT SMITH TRAVEL RESEARCH HAS REPORTED.
THOSE PROPERTY MANAGERS GO BACK TO KEY DATA AND SAY, THIS IS WHAT WE SAW.
SO LIKE IN FEBRUARY, MARCH, APRIL, YOU CAN LOOK AT THE MONTH THAT END AND THAT'S PROBABLY PRETTY GOOD 'CAUSE THERE WAS PROBABLY WEREN'T VERY MANY DAYS WHERE IT WAS OVER OWNER OCCUPIED, BUT PROBABLY PRETTY FULL FIRST QUARTER.
UM, LOOKING AT SEDONA PLUS, THIS IS HOTEL FROM SMITH TRAVEL RESEARCH SEDONA PLUS AND VILLAGE OF OAK CREEK PLUS, JUST TO SEE HOW THOSE TWO MARKETS ARE KIND OF FAIRING WITH EACH OTHER.
UM, I THINK AT LEAST WHAT'S NICE FOR THE VILLAGE OF OAK CREEK, WE'D SEEN THEM SORT OF TRENDING DOWN, SORT OF HAVE AN INFERS RELATIONSHIP, BUT IT'S, I GUESS NICE TO SEE FOR THEM DOWN THERE THAT WE, THEY SAW STRONG JANUARY AND FEBRUARY.
UM, AGAIN FOR US, YOU KNOW, WE DID SEE THAT DECREASE IN DECEMBER AND AS WE TALKED ABOUT AT THE LAST MEETING, IT WAS LIKELY WHERE NEW YEAR'S LANDED KIND OF THE MIDDLE OF THE WEEK COMPARED TO THE PRIOR YEAR WHERE IT LANDED I THINK ON A SUNDAY.
SO, UM, YOU KNOW, WE SEE A LOT OF VISITATION DURING THAT TIME OF YEAR.
SO THAT'S KIND OF WHERE I WOULD SEE.
AND I THINK EARLY DECEMBER WAS A LITTLE LOW, BUT IT'S NICE TO SEE US FOR, YOU KNOW, OUR NEED SEASONS JANUARY, FEBRUARY THAT WE FOCUS OUR MARKETING CAMPAIGNS ON THAT THOSE, THOSE HAVE BEEN GOING UP.
WHY WOULD THERE BE SUCH A DIFFERENCE IN, IN BETWEEN THE VILLAGE IN SEDONA ENTIRELY? YEAH.
VILLAGE IS ALWAYS BEHIND SEDONA POINT VIEW.
BUT THIS IS WHAT YOU WOULD EXPECT THOUGH, RIGHT? YEAH.
THAT WAS THE QUESTION I WAS TOTALLY ASKING.
I SORRY, I DIDN'T ASK IT THE RIGHT ONE.
NO, AND ONE THING I WOULD SAY, I MEAN YOU CAN JUST SEE THE ADRS TOO.
I MEAN THE VILLAGE IS A VILLAGE IS A LOWER LOWER A DR.
SO IT'S A DIFFERENT, IT'S A DIFFERENT DIFFERENT SITUATION.
IT'S SMALL DATA SET, BUT IT'S VERY ACCURATE.
UM, THIS DATA SETS, THIS DATA SET'S CHANGED A LITTLE BIT.
UM, WE DID LOSE, SO IT USED TO BE NINE PROPERTIES, LIKE 918 ROOMS. WE LOST, UM, PRETTY LARGE PROPERTY ENCHANTMENT BACKED OUT OF IT.
I CAN'T EXPLAIN WHY, BUT THEY'RE NO LONGER REPORTING IN IT, WHICH TOOK ABOUT 25% OF THE ROOMS OUT.
SO I THINK THAT'S DISRUPTING SOME OF THIS.
SO, UM, WE STILL HAVE IT IN HERE 'CAUSE WE'VE BEEN, WE'VE BEEN REPORTING ON IT.
JUST KNOW THAT IT'S A DIFFERENT SAMPLE SIZE THAN IT HAS BEEN IN THE PAST.
UM, I WILL SAY THAT WHEN WE LOOK AT WHAT I SEE WEEKLY FOR SMITH TRAVEL RESEARCH IN MARCH, UM, I HAVE NOT GOTTEN THE FULL MONTH REPORT FOR MARCH YET, BUT IT IS LOOKING LIKE THAT, UM, I'M SEEING A SIMILAR TREND TO WHAT I SEE IN THIS BOOKING REPORT.
SO WE KEPT IT IN HERE, BUT, UM, AGAIN, THE WEEKLY REPORTS DON'T ALWAYS END UP BEING EXACTLY LIKE THE MONTHLY REPORT.
SO I ALWAYS LOOK AT THOSE AS MORE, MORE MORE GOSPEL.
SO I'M EXCITED TO SPEND SOME TIME TALKING WITH YOU ALL ABOUT THAT WHEN WE MEET, UM, IN, IN JUNE.
[01:45:02]
UM, THIS IS A NEW SLIDE.THIS IS JUST THAT RESIDENTIAL ZONE FOR SHORT-TERM RENTALS.
UM, I REALLY WANT TO KEEP THIS IN HERE.
THIS IS KIND OF THE ONE THAT WE'RE ALWAYS GONNA BE COMING FORWARD WITH YOU.
UM, WHENEVER WE TALK ABOUT THIS.
UM, I WILL SAY THAT WHEN WE, BEFORE WE BACKED OUT THE COMMERCIAL ZONES, A DR YEAR TO DATE, WHICH IS THAT 360 3 NOW WAS 3 36.
SO JUST BY BACKING OUT THE COMMERCIAL PROPERTIES, WE SAW THE A DR GO UP $30, WHICH SORT OF WAS WHAT I WAS EXPECTING.
UM, I KNOW THAT THE, YOU KNOW, RESIDENTIAL ZONE AIRBNBS ARE, UM, SELLING FOR A HIGHER RATE.
YOU KNOW, MY HUNCH HAS ALWAYS BEEN THAT THE COMMERCIAL PROPERTIES THAT'S SELLING AIRBNB, IT'S 'CAUSE THEY'RE TRYING TO PUSH ROOMS, UM, KIND OF LATER, LATER IN THE BOOKING CYCLE.
SO, UM, THAT'S ONE REASON WHY WE WANTED TO DO THIS.
I THINK IT'S BEEN KIND OF CREATING SOME ANOMALIES IN THE DATA.
SO, UM, THAT'S JUST THE ONE CALL THAT I WOULD HAVE FOR YOU THERE.
UM, THIS IS NOT A COMPARISON YEAR OVER YEAR.
WE CAN'T DO THAT IN SYMPHONY WITH THE KEY DATA, BUT JUST GIVES YOU AN IDEA OF WHAT THE SHORT TERM RENTAL OUTLOOK IS.
UM, AGAIN, IT'S NO BIG SURPRISE THAT OCCUPANCY IS ONLY 14% BECAUSE WE JUST SAW LAUREN TALK ABOUT IT SIX TO SEVEN WEEKS OF SORT OF BOOKING WINDOW.
AND THAT'S WHY WE DON'T GO BEYOND A FOUR, FOUR MONTH, UM, LOOK AHEAD FOR THESE THINGS.
BUT, UM, JUST KNOW THAT THAT'S ALSO IN THERE.
AND THEN I THINK WE'VE, WE'VE CHATTED ABOUT THIS.
I THINK, YOU KNOW, RICHARD BROUGHT THIS UP TOO, BUT HERE YOU'VE GOT SORT OF OUR OVERNIGHT VISITOR PROFILE, UM, FOR AT LEAST THE MONTH OF FEBRUARY THAT YOU CAN LOOK INTO.
AND THEN, UM, WE ALSO LOOK AT THE VISITOR SPENDING THAT WE GET FROM TRANSUNION.
UM, YEAH, ANY QUESTIONS ABOUT ANYTHING THAT WE'VE CHATTED ABOUT TODAY OR MORE SPECIFICALLY SOME OF THE RESEARCH? LOOK AT THAT PRETTY SEDONA BRAND LOGO.
IT'S PRETTY SUNSET SET IN THE BACKGROUND.
SO I, I WILL SAY THAT AT THE END OF THIS, WE DO HAVE WATER BOTTLES FOR YOU ALL, SO OOH, WOW.
THEY'RE CALLED PROMOTIONAL MATERIALS.
SO, UM, ONCE WE, MY APOLOGIES SIR, BUT I WANT A SHIRT.
THEN, THEN HE'S GONNA GET A SHIRT AND THEN WALK AROUND.
BEING NOT A GOOD ACTOR, I'M ASSUME ALREADY I WANT A BACK.
WE NEVER AND THAT OUTFIT YOU WERE WEARING TODAY, IT'S CLEAN CUT LOOKING.
UM, I, I WILL JUST MAKE ONE MORE NOTE THAT, UM, I ENCOURAGE EVERYONE TO WATCH THE COUNCIL MEETING NEXT WEEK.
UM, WE'LL BE TALKING ABOUT EVERYTHING THAT WE TALKED ABOUT LAST NIGHT, UM, INCLUDING A LITTLE BIT MORE DETAIL INTO THE WORK THAT ANDREW'S DONE ON THE SHORT TERM RENTAL AND THAT DATA.
UM, IN ADDITION TO, UH, SOMETHING THAT COUNCIL'S ASKED US FOR, UM, WHICH IS TO JUST THINK HARDER ABOUT SOME OF THE, UM, TRAFFIC DATA AND HOW THAT PLAYS INTO WHEN IS ENOUGH, ENOUGH, TOO MUCH, ARE THERE PREDICTIVE WAYS WHERE WE CAN TELL THAT IT'S GOING TO BE, UM, A REALLY ROUGH WEEKEND.
UM, AND SO WE'VE, UM, WE'VE DONE SOME WORK ON, UH, IT'S, IT'S, IT'S ONE STEP OF KIND OF OPENING UP, UM, THIS ONION LAYER THAT I'M HOPING TO GET TO THE CENTER OF ONE DAY.
UM, BUT THE GOAL IS THAT WE TOOK EACH OF THE THREE ENTRY POINTS, UM, INTO THE Y SO THE COOKS HILL, UM, BELL ROCK BOULEVARD TO THE Y ON 1 79, AND THEN THE TROUT FARM TO THE Y ON 89 A COMING IN FROM THE CANYON.
UM, WE IDENTIFIED WHAT I AFFECTIONATELY CALL IT, THE PAIN CAVE.
UM, WHICH IS WHAT, WHEN AS A RESIDENT YOU WANNA KILL SOMEONE, UM,
SO FIVE MINUTES MAYBE JUST MAKES YOU ROLL YOUR EYES AND YOU'RE LIKE, UGH, THAT WAS ANNOYING.
BUT YOU KNOW, THERE'S A THRESHOLD WHERE ALL OF US GET TO THAT POINT WHERE WE JUST SEE RED AND, UM, IT'S, IT'S INFURIATING.
SO I ESTABLISHED THAT, UM, YOU SEE RED THRESHOLD, THE PAN CAVE THRESHOLD ON EACH OF THE THREE ENTRY POINTS, AND THEN WE MAPPED IT SINCE 2019, HOW MANY TIMES WE ENTER THAT THRESHOLD AND THEN COMPARE THAT TO OUR INFRASTRUCTURE IMPROVEMENTS AND SEE IF WE ARE REDUCING THE AMOUNT OF TIMES THAT WE GO INTO THAT THRESHOLD OR NOT AND WHY THAT MIGHT BE HAPPENING.
WE ARE PARTICULARLY INTERESTED IN LOOKING AT, UM, WATCHING THAT THRESHOLD WITH THE OPENING OF THE FOREST ROAD CONNECTION PROJECT, WHICH WILL BE IN MAY.
SO, UM, THAT'S JUST SOMETHING THAT WE'RE STARTING TO LOOK AT AND THEN WE HAVEN'T DONE THIS YET, BUT THEN, UH, OVERLAYING OCCUPANCY AND DEMAND AND STARTING TO SEE THE CORRELATION AND RELATIONSHIP BETWEEN THOSE AS WELL.
SO THAT'S GONNA BE SUPER, THE PARKING GARAGE IS GONNA BE A HUGE, HAVE A HUGE IMPACT AS WELL.
HOPEFULLY INCREASE RETAIL AS WELL.
I MISSED, I MISSED THE UPDATE ON AK.
SO IS IT, IS UH, THE CROSSWALK CLOSED
[01:50:01]
PERMANENTLY OR JUST AS A TRIAL OVER? NO, UM, PART OF OUR AGREEMENT WITH ADOT WAS THAT WE TEST IT AND THEN THAT WE GIVE THOSE RESULTS TO THEM AND THAT THEY ULTIMATELY MAKE THE DECISION.SO, UM, IF WE HAVEN'T, WE ARE GETTING READY TO, UM, SUBMIT THAT DATA TO THEM.
UM, WE HAVE HEARD FROM MANY PEOPLE, NOT JUST ALTHEA, UM, THAT THEIR QUALITY OF LIFE HAS IMPROVED.
UM, SO, UH, WE'RE ANTICIPATING AND KIND OF ANXIOUSLY AWAITING, UM, WHAT A O'S GONNA SAY AND WHEN, WHEN THEY'RE GONNA CLOSE IT, WHAT TIMES OR ARE THEY GOING TO LOOK AT OTHER SOLUTIONS LIKE, UM, YOU KNOW, ARMS THAT COME DOWN AND YOU CAN'T CROSS? OR DO THEY WANT, UM, LIKE THEY'VE TALKED ABOUT WHAT THEY CALL A Z CROSSING, WHICH THE, THE BEST EXAMPLE OF THAT THAT I KNOW OF IS IT DOWN AT KIERAN, UM, COMMONS DOWN IN PHOENIX.
UM, RIGHT ACROSS, UM, IS IT SCOTTSDALE QUARTER? YEAH, SCOTTSDALE.
YOU CROSS ONE WAY AND THEN YOU HANG OUT ON A PLATFORM IN THE MIDDLE AND THEN YOU WAIT FOR, UM, TO GO THE OTHER WAY RATHER THAN STOPPING BOTH SIDES OF TRAFFIC TO CROSS THE ENTIRE WAY YOU DO IT, YOU KIND OF OPTIMIZE IT ONE WAY AT A TIME.
SO, UM, WE'LL SEE WHAT THEY SAY.
IT'S BEEN CLOSED FOR A COUPLE WEEKS THOUGH, RIGHT? YEAH, IT'S OPEN AT NIGHT AND THEY OSE IT IN THE MORNING.
AND THEN YEAH, IT'S BEEN DAILY THAT IT'S BEEN CLOSED.
WELL, IF A PROOFS SUCCESSFUL, WE'LL HAVE TO PUT THAT BRIDGE UP IN UPTOWN.
I'VE SAID IT ABOUT A THOUSAND TIMES.
UM, JUST WANTED TO ASK, SO WITH OUR FUTURE MEETING, UM, TOPICS AND THINGS, IS THERE ROOM TO CHAT ABOUT THIS, UH, CITY TRAILS POSITION? OH YEAH, THAT WAS MENTIONED AT THE BEGINNING.
IF WE MEET IN JUNE, UM, I'LL HAVE TO LOOK AT WHEN THOSE, LIKE THE COUNCIL'S HEARING THE BUDGET.
I BELIEVE I'M SUPPOSED TO DO THAT MAY 1ST.
LET ME SEE IF IT'S WORTH OUR TIME.
AND NOT, NOT BECAUSE OF THE TOPIC, BUT BECAUSE OF THE TIMING OF WHEN THE MEETING WOULD BE AND WHEN COUNCIL WOULD BE DECIDING THAT, DECIDING ON IT.
I DO STILL THINK LIKE, JUST A QUICK DISCUSSION OF, YOU KNOW, SORT OF WHERE OUR THOUGHT PROCESSES OR WHERE YOUR THOUGHT PROCESS IS YEAH.
AS TO WHETHER IT'S AN EVER A POSSIBILITY.
NOW OBVIOUSLY THERE'S A TIME CONSTRAINT AND BUDGET IN TERMS OF THE PAYING OF THE POSITION, BUT MAYBE EVEN LIKE A, A VOLUNTEER RELATIONSHIP THAT IS MORE, WELL, WHAT'S INTERESTING, MORE ROBUST.
I DON'T WANNA GET TOO MUCH INTO IT 'CAUSE IT'S NOT ON THE AGENDA, BUT, UM RIGHT.
I'M SORRY, I, SO I DON'T JUST WANNA ANYTHING BUT JUST WANNA ASK FOR THE FUTURE AGENDA.
BUT WE DO PAY FOR HALF OF THE, UM, TRAILS MANAGER FOR THE FOREST SERVICE.
SO THAT IS A CONSIDERATION FROM THE CITY SIDE IS THAT, BUT A LOT OF IT IS DONATIONS FROM HOTELS TOO.
EVERY HOTEL I'VE EVER WORKED FOR DONATES TO THOSE FUNDS.
SO THE RED ROCK TRAIL FUND, THE TRAIL KEEPERS MM-HMM
WE WRITE THEM CHECKS EVERY YEAR.
SO AT WHAT POINT DO US AS BUSINESSES AND HOTELS, YOU KNOW, WHY ARE WE THE LARGEST CONTRIBUTOR TO THAT? WHY THOSE ARE MATCHING FUNDS? WHY IS IT IT THE CITY, THOSE ARE MATCHING FUNDS FROM THE CITY.
THEY'RE, WE MATCH EVERY, EVERY DOLLAR PER DOLLAR.
UM, THEY'VE COME TO US WITH A PROPOSAL FOR, UH, TO INCREASE BECAUSE THEY FOUND MORE PEOPLE TO PARTICIPATE.
BUT AT LEAST WHEN THE AGREEMENT WAS MADE, I BELIEVE IT WAS A THREE YEAR AGREEMENT.
UM, WE MATCHED EVERY, I THINK IT WAS 52 BUSINESSES, DON'T QUOTE ME ON THAT.
UM, BUT WE MATCHED, UM, EVERY BUSINESS THAT THEY FOUND.
I DO THINK, YOU KNOW, OBVIOUSLY THEY MADE SOME REALLY VALID POINTS AND IT SOUNDS LIKE WE DON'T REALLY HAVE MUCH OF THAT INFORMATION.
SO EVEN IF WE COULD JUST HAVE, UH, A BIT OF A, YOU KNOW, AN UPDATE ON WHERE THINGS STAND, RIGHT.
WHETHER OR NOT IT'S A POSITION THAT'S CREATED OR NOT OR WHATEVER, IT'D BE HELPFUL.
ANYONE ELSE HAVE ANYTHING? NO, I JUST SECOND THAT BECAUSE AGAIN, OBVIOUSLY ALL THREE OF THEM BEING HERE, I THINK THAT YEAH, IT'S REALLY HONOR THEIR TIME AND I THINK, AND I DIDN'T KNOW A LOT OF THAT.
AND WE, I I WILL SAY WE, YOU KNOW, WE ACTUALLY HAD, UM, WE JUST HAD A RESIDENT THIS LAST, THIS UH, TENANT, UM, PASS ON ONE OF THE TRAILS.
HE FELL AND HE AND HIS WIFE HAD BEEN COMING FOR EVERY YEAR SINCE.
YOU KNOW, AND IT'S LIKE, I DO THINK THE SAFETY OF OUR TRAILS, THE UPKEEP, THE, I MEAN IT'S, IT'S A, IT'S ALL VERY VALID POINTS.
AND, AND THEN IN THIS PAST YEAR, OBVIOUSLY THERE WAS ANOTHER MOTHER THAT DIED FALLING FROM A TRAIL.
I MEAN, SEDONA HAS BEEN IN THE NEWS FOR UM, SOME NOT SO GREAT REASONS.
AND SO I THINK AGAIN, THE VALIDITY OF JUST THAT THE OLD PATTERN IS VOLUNTEERS SHOULD DO EVERYTHING IN SEDONA.
THAT IF YOU WANNA LIVE HERE YOU GOTTA, BUT I THINK PRIVATE
[01:55:01]
PUBLIC PARTNERSHIP IS WONDERFUL.ANYTHING ELSE ON ANY TOPIC? WE READY TO GO AND THIS MEETING IS ADJOURNED.