* This transcript was created by voice-to-text technology. The transcript has not been edited for errors or omissions, it is for reference only and is not the official minutes of the meeting.
          [00:00:01]
          YAY. 
          ALL RIGHT, JOHN. 
          IT'S THREE IF YOU WANT. 
          LET'S DO IT. 
          KICK US OFF. 
          DO WE HAVE ENOUGH? DO WE HAVE ENOUGH? UH, WE HAVE SIX OUT OF 11. 
          WE HAVE A QUORUM. 
          WE HAVE A QUORUM. 
          OH, OKAY. 
          OKAY. 
          BY ONE. 
          RANDY SHOWED UP JUST IN TIME. 
          RANDY DID IT. 
          I WAS WAITING OUTSIDE. 
          I LIKE TO BE, YEAH, YEAH, YEAH. 
          CHURCH, YOU WANT COME JOIN US. 
          IT'S CALLED MEETING 
          [1. CALL TO ORDER, PLEDGE OF ALLEGIANCE, ROLL CALL]
TO ORDER. 
          DO A BUDGET OF ALLEGIANCE. 
          PLEDGE ALLEGIANCE IS SUITED BY THE UNITED STATES OF AMERICA. 
          AND TWO REPUBLIC FOR WHICH STANDS? ONE NATION UNDER GOD, INDIVISIBLE, WITH LIBERTY AND JUSTICE FOR ALL. 
          ROLL CALL JOHN FITZGIBBONS. 
          HERE. 
          ALTHEA JOHNSON. 
          HERE. 
          ALICIA HANSON. 
          RICHARD KEPPEL. 
          PRESENT. 
          RANDY MCGRAIN. 
          HERE. 
          BOB PIKE. 
          HERE. 
          FRANCES REAMER. 
          HERE. 
          DANIELLE SA. 
          CRAIG SWANSON. 
          RENEE TAYLOR AND LINDSEY HAMMERSMITH. 
          CONTINUE. 
          YOU GENTLEMEN. 
          GOTTA DO YOUR . 
          OTHERWISE, WE'RE GONNA GET REALLY CONFUSED. 
          , WE KNOW WHO YOU ARE. 
           ANNOUNCEMENTS FROM 
          [2. ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF]
STAFF. 
          I JUST WANT TO ACKNOWLEDGE THE NEW FACE IN THE ROOM FOR US. 
          CAITLIN PEREZ ON HER FOURTH DAY AS DESTINATION DEVELOPMENT COORDINATOR. 
          SO, CAITLIN, IF YOU WANNA QUICKLY SAY HI. 
          I TRIED TO TALK SLOWLY TO GIVE YOU TIME TO WALK UP THERE, BUT YOU GUYS ARE GOOD. 
          PRACTICE IT. 
          PERFECT. 
          IF YOU WANNA JUST SAY HI, QUICK INTRO, INTRODUCE YOURSELF. 
          ABSOLUTELY. 
          HI THERE. 
          CAITLYN PEREZ. 
          NICE TO MEET YOU ALL. 
          UM, SO QUICK BACKSTORY COMING FROM THE DMO WORLD. 
          SO KINDA USING ALL OF THAT IN THIS ROLE NOW. 
          SUPER EXCITED TO BE HERE. 
          COOL. 
          DAY FOUR, LIKE ANDREW SAID. 
          SO STILL GETTING EVERYTHING, UH, UNDER MY BELT HERE, BUT YEAH. 
          AWESOME TO BE HERE. 
          THANK YOU. 
          THANK YOU KAI. 
          NICE TO HAVE YOU HERE. 
          CONGRATULATIONS. 
          COOL, WELCOME. 
          THEN I'LL, LAUREN'S GOT A QUICK ONE. 
          IT'S ALMOST ALL HERE. 
          COOL. 
          ALRIGHT. 
          AS YOU ALL KNOW, UH, THE FOREST ROAD EXTENSION OPENED LAST MONTH. 
          UH, IT WAS A BIG, BIG PROJECT FOR US AND, UM, WE'VE SEEN GOOD USE OF IT SO FAR. 
          AND, UM, I'LL BE INTERESTED TO SEE HOW IT AFFECTS OUR TRAFFIC DATA AT THE Y SO MORE INFORMATION COMING ON THAT. 
          BUT YEAH, FOR THOSE OF US IN SAN FRANCISCO, IT KIND OF REMINDED ME OF LOMBARD STREET. 
          JUST, JUST SO IF THERE'S A PR CAMPAIGN, LIKE THIS IS LIKE OUR VERSION OF LOBAR STREET ODD HELP. 
          YES. 
          YEP. 
          GREAT. 
          AND THEN JUST ONE OTHER QUICK ANNOUNCEMENT, UM, CRAIG SWANSON HAS RESIGNED EFFECTIVE IMMEDIATELY. 
          HE'S IN THE PROCESS OF MOVING, UM, TO A NEW LOCATION. 
          SO HE'S GONNA BE IN TOWN FOR A LITTLE BIT, BUT HE'S NOT GONNA BE ABLE TO ATTEND ANY MEETINGS. 
          SO WE'RE BACK DOWN TO 10, 10 TAB MEMBERS. 
          AND WE ARE WORKING WITH, UM, THE CITY CLERK'S OFFICE TO DETERMINE HOW TO PROCEED WITH FINDING THAT 11TH ONE. 
          WE ALSO KNOW THAT SOME FOLKS ARE, UH, TERMING OUT AT THE END OF THE CALENDAR YEAR. 
          SO ALL THAT'S BEING CONFIGURED RIGHT NOW. 
          BUT WE'RE HOPING CRAIG WAS GONNA MAKE ONE. 
          LISA SAY GOODBYE, BUT I CHATTED WITH HIM AND IT'S JUST DOESN'T MAKE SENSE, SO, OKAY. 
          OKAY. 
          ANYTHING ELSE? UH, NO. 
          CAN I ASK A QUESTION ABOUT THAT? SO THOSE THAT ARE TERMING OUT, WHAT DOES THAT LOOK LIKE IN TERMS OF, CAN THEIR, CAN THEY BE EXTENDED OR ARE THEY FORCED TO THEN GO OUT AND REAPPLY LATER? OR HOW, DO YOU HAVE ANY INSIGHT ON HOW THAT MAY BE? I, I DON'T HAVE ANY INSIGHTS ON THAT RIGHT NOW. 
          NOT YET. 
          I WILL NEED TO READ THE BYLAWS AGAIN. 
          I WAS HOPING ANDREW WOULD HAVE A GREAT ANSWER, BUT SHE DID NOT. 
          UM, BUT LET US READ THE BYLAWS AND WE CAN REPORT BACK ON THAT. 
          YEAH. 
          AND AGAIN, WE, AND, UM, THE WOMAN THAT IS IN THE CITY CLERK, SHE, SHE'S ON VACATION THIS WEEK, SO ANOTHER REASON WHY I DON'T HAVE THE BEST ANSWERS FOR YOU TODAY, . 
          IT'S OKAY. 
          COOL. 
          ANYTHING ELSE FROM THAT? ANYTHING FROM THE BOARD? ANY MEETINGS THEY'VE BEEN TO OR STUFF WE NEED TO BRING UP ? NO. 
          NO. 
          OKAY. 
          IT'S GONNA BE A QUICK MEETING. 
           
          [3.a. Minutes from Wednesday, April 16, 2025 meeting]
CONSENT ITEMS IS THE MINUTES FROM THE APRIL 16TH MEETING. 
          ANYBODY HAVE ANY QUESTIONS OR COMMENTS? I MOVE TO APPROVE. 
          I SECOND. 
          ALL IN FAVOR? YOU SAY AYE. 
          AYE. 
          AYE. 
          ALL OPPOSED MINUTES ARE APPROVED. 
          ANY PUBLIC CARDS? NO. 
          NO PUBLIC CARDS. 
          BE A QUICK MEETING. 
          IT'LL BE REAL QUICK. 
          REGULAR BUSINESS. 
          [5.a. Summer destination marketing campaign launch]
OKAY. 
          I, LAUREN, SUMMER DESTINATION CAMPAIGN. 
          SUMMER CAMPAIGN. 
          EXACTLY. 
          YEAH. 
          SO WE LAUNCHED THE CAMPAIGN 
          [00:05:01]
ON MAY 15TH. 
          UM, AS A REMINDER, THAT'S $163,000 IN CHANGE IN ADVERTISING. 
          UM, YOU ALL KNOW YOU'RE VERY FAMILIAR WITH, UH, HOW THIS IS WORKING, BUT WE WANTED TO, UM, MOSTLY SHOW YOU THE CAMPAIGN VIDEOS THAT WE LANDED ON. 
          THIS IS FOR THE CTV ADS. 
          UM, AND THEN ALSO I WANTED TO FOLLOW UP ON SOMETHING IN THE LAST MEETING WE WERE, UM, KIND OF DISCUSSING WHAT THE, IF THE TARGET AUDIENCE SHOULD BE A HIGHER INCOME EARNER. 
          UM, AND UH, I THINK THIS WAS MY FAULT FOR NOT, UM, TAKING MORE TIME TO WRITE THE EXACT INCOME LEVEL TARGETS OF EACH OF OUR MARKETING PERSONAS. 
          I KIND OF BOILED IT DOWN TO A HUNDRED THOUSAND DOLLARS I THINK. 
          UM, AND, UH, I SHOULD HAVE BEEN MORE DESCRIPTIVE. 
          SO WHEN I LOOKED INTO IT, UM, THERE WERE ACTUALLY A RANGE OF INCOME LEVELS IN OUR PERSONAS AND FELT LIKE IT DID COVER, UM, A MUCH HIGHER RANGE THAN JUST A HUNDRED THOUSAND. 
          I THINK I JUST KIND OF PICKED A NUMBER IN THE MIDDLE AND PUT THAT THERE 'CAUSE I GOT TIRED OF WRITING OUT EVERY SINGLE INCOME BRACKET. 
          BUT I HAVE THEM FOR YOU. 
          UM, IF YOU'D LIKE ME TO READ THEM. 
          WHAT'S UP IN, IN THE PACKET ROLL C WHAT WE HAVE THE INCOME BRACKETS, THEY KINDA MATCH WITH WHAT YOU'RE DOING. 
          THE SEGMENTATION LIKE GREATER THAN TWO 50 AND SUCH. 
          UM, IT'S ACTUALLY, SO WE HAVE, UM, THOSE TARGETED PERSONAS, WHICH IS THAT THE ADS, UM, THE ATTRIBUTION BASED ADS ARE SHOWN TO PEOPLE, UM, BASED ON THEIR, UM, ZIP CODE DEMOGRAPHIC OF WHAT THE AVERAGE INCOME IS IN THAT AREA. 
          AND SO WE HAVE 1, 2, 3, 4, 5 PERSONAS THAT WE MARKET TO. 
          THAT'S THE ECO-CONSCIOUS EXPLORER. 
          THEIR INCOME BRACKET IS 70 5K TO 120 K. 
          THESE ARE GONNA GET HIGHER AS I GO THROUGH. 
          WELLNESS SEEKER IS 80 K TO ONE 50 K. 
          ADVENTURE ENTHUSIAST IS A HUNDRED TO 180 K. 
          UM, AND THE CULTURAL EXPLORER IS ONE 20 TO 200 K. 
          UM, THE ONE WHO'S LOWER IS THAT UNINFORMED ADVENTURE, WHICH WE'RE, UM, FAMILIAR WITH. 
          THAT'S THE PHOENIX VISITOR THAT MAY OR MAY NOT HAVE PLANNED TO COME TO, TO SEDONA. 
          UM, AND JUST KIND OF COMES ON A WHIM THERE AT 60 TO 90 K OF HOUSEHOLD INCOME. 
          BUT, UH, JUST WANTED TO FOLLOW UP ON THAT BECAUSE WE HAD A, A PRETTY ROBUST DISCUSSION. 
          UM, AND I SHOULD HAVE BEEN BETTER TO HAVE LISTED OUT THE ACTUAL INCOME INCOME LEVELS BECAUSE THEY'RE MUCH HIGHER IN EVERY SINGLE CASE. 
          THEY'RE ALL HIGHER THAN A HUNDRED K, SO ON AVERAGE AT LEAST. 
          OKAY, LET'S, OKAY. 
          UH, SO THIS IS SOME OF THE UM, UH, STATIC ADS THAT WE HAVE OUT IN MARKET RIGHT NOW. 
          UM, THEY'RE SIMILAR TO WHAT YOU SAW, BUT I JUST WANTED TO SHOW YOU KIND OF THE FINAL CONCEPT THAT WE LANDED ON. 
          AND THEN ANDREW'S GONNA SHOW THE VIDEOS. 
          AND WE GOT THREE VIDEOS. 
          I'M PLAYING THE SOUND FROM THE COMPUTER, SO BEAR WITH ME. 
          BUT RICHARD SAID YOU THAT HE COULD HEAR IT FROM OVER THERE. 
          WHAT? SO WHAT  JUST TO DO THAT. 
          SORRY. 
          THAT'S ALRIGHT. 
          YEAH. 
          SO THERE'S THREE VIDEOS. 
          THE FIRST ONE IS KIND OF TARGETED MORE FOR LIKE AN ADVENTURE. 
          THE SECOND ONE'S MORE FAMILY. 
          AND THEN THE THIRD ONE IS THE SUSTAINABILITY. 
          MM-HMM. 
          VIDEO. 
          THERE'S SOMETHING PEACEFUL ABOUT MORNINGS IN SEDONA. 
          THE WAY THE LAND GREETS THE FIRST LIGHT, IT MEANS THE DAY UNHURRIED EVEN MOTION OUT HERE IS MINDFUL. 
          TIME FLOWS GENTLY. 
          WE MOVE WITH IT EACH MOMENT, A CHANCE TO SAVOR WHAT'S MOST IMPORTANT. 
          AND THE STILLNESS IS AN EMPTY, IT'S WHERE YOU FEEL MOST ALIVE. 
          PLAN YOUR TRIP@SCENICSEDONA.COM. 
          IN SEDONA FAMILY TIME FEELS DIFFERENT. 
          NO SCHEDULES, NO DISTRACTIONS, JUST PRESENCE. 
          CREATIVITY FLOWS IN QUIET WAYS FROM GALLERIES TO SCULPTURES. 
          IT'S EVERYWHERE. 
          BALANCE ISN'T SOMETHING YOU CHASE, IT'S SOMETHING YOU COME BACK TO AS THE DAY SLOWS. 
          WE LEAN IN TOWARD EACH OTHER TOWARD THIS PLACE. 
          PLAN YOUR TRIP@SCENICSEDONA.COM. 
          OKAY. 
          SO THAT'S THE, THE, UM, THE FIRST TWO WERE THE ADS ON CTV IN THE SECOND, OR, UM, SORRY. 
          THE THIRD ONE IS THE, UM, SUSTAINABILITY AD, WHICH IS PLACED ON SOCIAL MEDIA. 
          THAT'S, UM, IN MARKET 25 MILE RADIUS 
          [00:10:01]
AND PHOENIX. 
          UM, ONE THING THAT TO NOTE THAT WE'VE BEEN WORKING ON, UM, IT'S, IT'S KIND OF AN EVOLUTION OF US AS A TOURISM PROGRAM, WHICH IS, UH, EXCITING FOR US IS THAT WE ARE SHOOTING RIGHT NOW IN THE SUMMER FOR NEXT YEAR'S SUMMER CAMPAIGN. 
          UM, BECAUSE IF YOU WOULD'VE NOTICED IN THERE MAYBE THERE WEREN'T AS MANY WATER SHOTS AS THERE COULD HAVE BEEN, UM, I HAD ON LONG SLEEVES IN ONE OF THE SHOTS, WHICH WOULD NEVER HAPPEN IN THE SUMMER HERE. 
          SO JUST TRYING TO GET A LITTLE BIT SMARTER ABOUT REPRESENTING THINGS A LITTLE BIT MORE ACCURATELY, WHICH REQUIRES US TO SHOOT CAMPAIGNS A YEAR IN ADVANCE, UM, TO GET THE IMAGERY THAT WE WANTED TO DO. 
          UM, WE DID THAT, WE DID A LOT OF THAT SHOOT IN THE FALL. 
          UM, AND WE HAD THE LEAVES WERE JUST STARTING TO TURN YELLOW, UM, AND SOME OF THE SHOTS. 
          SO, UM, YEAH, JUST KNOW THAT WE'RE THERE. 
          WE'RE WORKING ON TRYING TO TO BE A LITTLE BIT MORE PREDICTIVE WITH OUR, UM, ADVERTISING AND THE LOOK THAT WE HAVE IN IT. 
          YEAH, WE DID A SHOOT UH, LAST WEEK. 
          ALTHEA WAS KIND ENOUGH TO VOLUNTEER HER FAMILY AFTER VOLUNTEERING HERSELF I THINK AT A PREVIOUS MEETING. 
          SO . 
          GOTCHA. 
          UM, BUT WE GOT SOME REALLY NICE, UM, ASSETS OF THEM DOWN AT THE CREEK, SO EXCITED FOR THAT. 
          AND THEN WE HAVE ANOTHER ONE COMING UP AT THE END OF THE MONTH. 
          SO NICE. 
          BUT IT'S FUNNY TO LIKE, WHAT'S THIS FOR NEXT YEAR? SO YEAH, WE KEEP GETTING OURSELVES STUCK INTO, YOU WOULDN'T IMAGINE THE AMOUNT OF TIMES WE'VE GONE BACK AND FORTH WITH WHAT CLIPS ARE IN IT BECAUSE WE SAY, OOH, THAT LOOKS TOO COLD. 
          OR UM, YOU KNOW, I HAVE LONG SLEEVES ON. 
          AND ONE OF THEM THAT ONE STAYED, BUT THEN THERE WAS ANOTHER ONE WHERE THERE WAS ACTUALLY A JACKET ON TOP, YOU KNOW, OKAY, THAT ONE'S GOTTA GET CUT. 
          I DON'T CARE HOW BEAUTIFUL IT IS. 
          IT'S JUST SO UNREALISTIC FOR US IN THE SUMMER, YOU KNOW? SO I THINK BUNCH OF B ROLL, DO ALL THAT. 
          YEAH. 
          ARE THERE ANY OF OF SLIDE ROCK PEOPLE? NO. 
          WE HAVE GONE BACK AND FORTH ABOUT IF WE SHOULD BE SHOWING SLIDE ROCK IF IT'S GOT A LINE EVERY DAY AND THEY TURN AWAY PEOPLE WHO ARE WALKING IN. 
          UM, AND SO FOR THE SHOOT DOWN BY THE CREEK THAT WE JUST DID, WE CHOSE RED ROCK CROSSING. 
          THAT IS ALSO A VERY BUSY AREA. 
          UM, BUT WE ACTUALLY CHOSE, UH, I DON'T KNOW IF YOU'RE FAMILIAR WITH IT, BUT IT'S ON UM, TEMPLETON TRAIL AT THE BOTTOM WHEN IT MEETS THE CREEK BECAUSE YOU CAN TAKE OUR SHUTTLE THERE. 
          UM, IT'S DOWN, IT'S DOWN CREEK FROM RED ROCK CROSSING AND THEN WE WALKED DOWN TO RED ROCK CROSSING AND GOT SOME SHOTS THERE. 
          SO, UM, JUST TRYING TO BE REALLY THOUGHTFUL ABOUT UM, ANY BACKLASH WE COULD GET FROM AN IMAGE OF IS SLIDE ROCK IS A STATE PARK? STATE PARK, YEAH. 
          STATE PARK. 
          YEP. 
          YEAH. 
          ARE THEY THINKING OF DOING A RESERVATION SYSTEM LIKE FOSSIL CREEK? I'M NOT AWARE. 
          NOT AT THE MOMENT THAT I THINK THAT'S BEEN TOSSED AROUND AT CERTAIN TIMES. 
          I DON'T THINK THAT'S OUT OF THE QUESTION FOR THEM, BUT I HAVE NOT HEARD THAT THAT'S ADVANCING. 
          OKAY. 
          THIS SUMMER AT LEAST. 
          YEAH. 
          BUT TO BUILD ON LAUREN'S COMMENTS, IT'S DEFINITELY BEEN SOMETHING WE'VE BEEN THINKING ABOUT IS WE HAVE TO SHOW WATER IN THE SUMMERTIME, BUT HOW DO WE NOT DRIVE INCREASED DEMAND TO SPECIFIC LOCATIONS? RIGHT. 
          AND WHAT'S THE BALANCING ACT? SO, UM, WHEN WE DID THE SHOOT WITH  FAMILY, THERE WAS A COMBINATION OF ASSETS THAT WE GOT. 
          SOME OF THEM YOU'LL SEE CATHEDRAL ROCK, SOME OF THEM YOU WON'T AND IT JUST LOOKS LIKE UBIQUITOUS CREEK. 
          'CAUSE I THINK THE CALL TO ACTION THAT, YOU KNOW, AT LEAST I'M CURRENTLY THINKING OF IS WE WANT PEOPLE TO KNOW THERE'S A CREEK, BUT THEN WE WANT THEM TO LOOK UP WHERE TO GO. 
          NOT THERE'S A CREEK. 
          I MUST FIND MYSELF EXACTLY THERE. 
          SO KEEP A LITTLE BIT OF MYSTIQUE INVOLVED BUT NOT ACT LIKE IT DOESN'T EXIST. 
          'CAUSE THAT'S A HUGE REASON WHY YOU'RE HERE IN THE SUMMERTIME. 
          SO I LOOK GREAT. 
          THAT STUFF LOOK GOOD. 
          THANKS. 
          ARE YOU GONNA HAVE, UH, CRYING BABIES IN FUTURE VIDEOS FOR AUTHENTICITY? YEAH, YEAH, EXACTLY. 
          ALL THE PARENTS IN THE NATION WILL HEAD HERE NOW THAT THEY KNOW THE BABIES DON'T CRY. 
          ITS CRYING BABIES UNTIL THEY STOP CRYING WHEN THEY SEE THE ROCKS RIGHT'S. 
          RIGHT. 
          SORRY. 
          UM, ALRIGHT, GREAT. 
          SO NOW 
          [5.b. Spring educational campaign results]
THAT YOU GOT A QUICK JUST UPDATE ON THE SUMMER CAMPAIGN, I WANTED TO WALK YOU THROUGH SOME OF THE RESULTS THAT WE GOT FROM SOME EDUCATIONAL CAMPAIGN MESSAGING THAT WE WERE GIVING OUT, UH, THIS PAST SPRING. 
          SO JUST FOR SOME CONTEXT, AND WE'VE TALKED ABOUT THIS KIND OF ALWAYS ON EDUCATIONAL CAMPAIGN CONCEPT. 
          YOU'RE CERTAINLY AWARE THAT, YOU KNOW, OUR PRIMARY SPEND IS DONE DURING THE SUMMER AND THE WINTER. 
          BUT, UM, KNOWING THAT, YOU KNOW, ONE OF OUR GOALS HERE IS TO EXECUTE ON DESTINATION MANAGEMENT STRATEGIES. 
          UM, WE'VE REALLY LOOKED AT SOME OF THE MONEY WE HAD AVAILABLE TO ALLOCATE WITHIN THE ARIZONA OFFICE OF TOURISM RURAL CO-OP PROGRAM, UM, TOWARDS PILOTING AND TESTING EDUCATIONAL MESSAGING DURING HIGH SEASONS. 
          UM, AS A REMINDER, THE A OT RURAL CO-OP IS ESSENTIALLY THEIR GRANT PROGRAM, FOR LACK OF A BETTER WAY TO DESCRIBE IT. 
          UM, THEY ALLOCATE $50,000 TO ALL RURAL DMO OS, 
          [00:15:01]
OF WHICH WE ARE ONE. 
          UM, BUT IT'S NOT KIND OF A CHOOSE YOUR OWN ADVENTURE GRANT, ALTHOUGH THERE IS AN ASPECT OF THAT. 
          BUT, UM, THEY'VE GOT A LIST OF ABOUT A HUNDRED PREDETERMINED STRATEGIES THAT HAVE BEEN PRICED OUT. 
          AND OUR TEAM CAN SELECT UP TO A HUNDRED THOUSAND DOLLARS OF EXPENSES. 
          A OT PAYS FOR 50% OF IT WITH THEIR 50 K. 
          WE PAY FOR THE OTHER 50% WITH OUR 50 K. 
          SO IT'S ESSENTIALLY A CO-FUNDED PROGRAM. 
          I WILL SAY THAT THE, UM, PHOTO SHOOT THAT WE JUST MENTIONED DOING LAST WEEK, THAT'S PART OF FUNDING THAT WE RECEIVED FROM AOT. 
          SO WE'RE ACTUALLY PAYING FOR HALF OF THAT. 
          BUT THAT WAS OUR CHOOSE YOUR OWN ADVENTURE. 
          BUT, UM, WITHIN THAT WE LOOKED AT, HEY, COULD WE TAKE SOME OF THESE KIND OF TRADITIONAL MARKETING ACTIVITIES THAT FOLKS WOULD DO BUT TRY TO BEND THE IRON A LITTLE BIT, APPROACH THEM A LITTLE DIFFERENTLY WITH VENDORS AND HAVE A CHANCE TO KIND OF CO-FUND SOME EXPERIMENTATION TO SEE IF IT IS STUFF THAT WE WANNA START TO INTEGRATE INTO OUR WORK PLAN, UH, MOVING FORWARD. 
          AND AGAIN, THE GOAL IS NOT TO DRIVE DEMAND FOR VISITATION DURING THE SPRING. 
          IT'S TO ENCOURAGE RESPONSIBLE AND RESPECTFUL USE DURING THE SPRING, UM, WHILE ALSO DRIVING TRAFFIC TO THE LANDING PAGES THAT WE'RE STARTING TO PRODUCE RELATED TO, YOU KNOW, GETTING AROUND SEDONA OR HIKING. 
          SO I JUST WANNA KIND OF SHOW YOU A QUICK, QUICK REMINDER OF THOSE. 
          I KNOW WE TALKED ABOUT THEM A LITTLE BIT DURING OUR PREVIOUS MEETING, BUT HERE'S A LANDING PAGE THAT WE'VE PRODUCED THAT WAS DONE, UM, IN PARTNERSHIP WITH ALL TRAILS KEEGAN ACTUALLY, NOW THAT YOU'RE HERE TODAY, KEEGAN HAD A HUGE, HUGE ROLE IN THE CREATION OF THE MAPS THAT I'M ABOUT TO SHOW YOU. 
          SO AGAIN, WE WORKED WITH, WE HAVE A, UM, AN ACCOUNT WITHIN THE ALL TRAILS PUBLIC LANDS PORTAL. 
          WE CAN CUSTOMIZE OUR OWN TRAIL MAPS. 
          UM, I'M ACTUALLY MEETING WITH THE FOREST SERVICE TOMORROW TO TALK ABOUT HOW WE CAN UPDATE THE BASE LAYER ON THIS TO REMOVE SOCIAL TRAILS LIKE, UM, THE SUBWAY CAVE UP HERE. 
          SO HOPEFULLY IN A FUTURE MEETING I CAN SHOW YOU THAT THIS LOOKS DIFFERENTLY. 
          THAT'S ACTUALLY STARTING TOMORROW. 
          UM, BUT REALLY THIS IS WHERE WE'RE DRIVING PEOPLE TO, TO LEARN ABOUT HIKING ESSENTIALLY, RIGHT? SO, UM, THAT'S ONE OF THE NEW LANDING PAGES THAT WE HAVE. 
          AND THEN, UM, WORKED WITH ROB, UM, AND, AND THE TEAM TO DEVELOP THIS KIND OF GETTING AROUND PAGE, WHICH, YOU KNOW, PRIMARILY IS TALKING ABOUT THE SHUTTLE BUT IS MORE OF THIS KIND OF CAR FREE TRAVEL CONCEPT AROUND SEDONA. 
          UM, SO IT'S GOT, YOU KNOW, THE SEDONA SHUTTLE CONNECT, THE SEDONA SHUTTLE TRAILHEAD ROUTES, THE, THE VERDE SHUTTLE, BUT THEN WE'VE GOT THE GROOM, WE'VE GOT RENT A BIKE, HIRE A GUY TO MY FAVORITE, USE YOUR FEET . 
          UM, BUT THOSE ARE LANDING PAGES THAT WE'VE CREATED. 
          AND THEN, UM, ESSENTIALLY WE STARTED, WELL THE, THE FIRST ONE I'LL PRESENT IS SEARCH ENGINE MARKETING, WHICH IS A FANCY WAY OF WAY, FANCY WAY OF SAYING PAID SEARCH. 
          UM, BUT MADDEN MEDIA WAS ONE OF THE ENTITIES THAT WAS AVAILABLE WITHIN THE RURAL CO-OP. 
          AND THEN WE DO ALSO DO PAID SEARCH WITH DVA, THAT'S OUR AGENCY. 
          SO THERE'S ACTUALLY TWO DIFFERENT AGENCIES THAT WE WERE WORKING WITH ON THIS. 
          BUT, UM, HOW DO WE ENGAGE IN PAID SEARCH DURING THE SPRING TO REALLY GET THE WORD OUT AROUND RESPONSIBLE VISITATION AND STEWARDSHIP? UM, ESSENTIALLY THIS STRATEGY IS BASED ON ORGANIC SEARCHES BY USERS THAT ARE LOOKING FOR INFORMATION. 
          AND THEN WE PURCHASE KEYWORDS RELATED TO WHAT THEY'RE SEARCHING FOR AND THEN ELEVATES OUR PAGES TO THE TOP WHEN THEY SHOW UP. 
          UM, UH, WITH MADDEN WE HAD, UH, AD GROUPS THAT WERE DRIVING TO OUR TRANSPORTATION PAGE, THE ONE I JUST SHOWED YOU GETTING AROUND. 
          AND THEN WE ALSO HAVE OUR LOVE IT, LIKE A LOCAL KIND OF STEWARDSHIP PAGE. 
          SO WE REALLY WANTED TO DRIVE TO BOTH OF THOSE. 
          GET GET MESSAGING AROUND CAR FREE USE, REDUCE VEHICLE CONGESTION, AND THEN JUST STANDARD RESPONSIBLE VISITATION MESSAGING. 
          SO, UM, THE INDUSTRY AVERAGE CLICK-THROUGH RATE HERE, WHICH WOULD BE, YOU KNOW, I'M LOOKING DOWN HERE IN THE BOTTOM RIGHT IS AROUND LIKE A LITTLE BIT LESS THAN 5%. 
          SO, UM, THE TRANSPORTATION ONES IS THE ONE THAT STICKS OUT TO ME WITH A, YOU KNOW, 21% CLICK-THROUGH RATE, UM, ON THIS. 
          THAT'S PRETTY HIGH. 
          I ALSO LOOK AT THE SESSION DURATION, UM, BEING, YOU KNOW, TWO AND A HALF MINUTES MORE THAN TWO MINUTES. 
          THAT'S ALSO SEEMS REALLY HIGH TO ME. 
          SO, UM, WHAT'S NICE IS IT SOUNDS LIKE, YOU KNOW, PEOPLE ARE LOOKING FOR THIS INFORMATION. 
          OUR CONTENT IS MEETING THAT NEED, THEY'RE ENGAGING WITH IT. 
          UM, I DON'T THINK THERE'S A LOT OF OTHER PLACES THAT HAVE GETTING AROUND SEDONA INFORMATION OUT THERE. 
          SO IT'S KIND OF REFLECTING ON THAT WE, IT FEELS LIKE WE'RE KIND OF FILLING A GAP THERE. 
          AND THEN OBVIOUSLY IT'S JUST NICE TO SEE THE CONTINUED ENGAGEMENT AND KIND OF CLICK THROUGH TO OUR SUSTAINABILITY MESSAGING. 
          UM, AND THIS CAMPAIGN RAN FROM MARCH 15TH TO KIND OF MAY 30TH. 
          SO THAT TOP ROW IS THE MONTH OF APRIL, BUT THE BOTTOM ROW IS THE TOTALITY OF THE CAMPAIGN JUST AS A, JUST AS A HEADS UP THERE. 
          UM, AND THEN I'D ALSO LOOK AT, YOU KNOW, TOTAL USERS ENGAGED SESSIONS. 
          UM, YOU KNOW, JUST KIND OF KEEP AN EYE ON THAT NUMBER 'CAUSE I'M GONNA REFERENCE IT LATER. 
          UM, AND THEN WITH THE DVA, WE JUST FOCUSED ON DRIVING DEMAND TOWARDS THE, THE HIKING PAGE. 
          UM, THERE'S LESS OF A CLICK THROUGH RATE HERE. 
          I THINK THAT'S PARTIALLY BECAUSE THERE'S A LOT MORE INFORMATION OUT THERE ABOUT HIKING IN IN SEDONA. 
          THERE'S A LOT OF OTHER RESOURCES, BUT IT DOESN'T MEAN THAT WE SHOULDN'T BE OUT THERE TRYING TO SHARE OUR MESSAGE, TRYING TO PUT A STAKE IN THE GROUND ON WHAT, ON THE WAY WE WANT PEOPLE TO BE BEHAVING. 
          [00:20:01]
UM, THE THING THAT I'LL CALL OUT IS THAT, YOU KNOW, I THINK THE KEY WORD SEARCHING HERE, THERE'S A LOT MORE COMPETITION IS KIND OF WHERE I I LOOK AT THE CTR TOO. 
          SO, UM, ONE THING WE DID WAS WE PUT IN THINGS LIKE, UM, SUBWAY CAVE, BIRTHING CAVE. 
          UM, IT TOOK US A LITTLE BIT TO TWEAK THAT. 
          UM, SUBWAY CAVE WAS LIKE, WE HAD TO LIKE REALLY TEST THE KEYWORDS 'CAUSE THAT COULD BE LIKE AN ACTUAL SUBWAY IN NEW YORK CITY. 
          SO THE WAY THAT, THE WAY THAT THOSE KEYWORDS ARE WORKING OUT. 
          SO AGAIN, AS AN AS A POINT OF PILOTING AND EXPERIMENTING, WE'VE BEEN KIND OF PLAYING AROUND. 
          WE DID A, WE DID A PACING REPORT HALFWAY THROUGH TO SAY WHAT'S, WHAT, IF WE'RE STARTING TO DO THIS, CAN WE PUT LIKE KEYHOLE? CAN WE PUT TRAILS THAT WE DON'T HAVE INFORMATION ABOUT ON THERE TO TRY TO DIVERT IT? 'CAUSE PEOPLE JUST WANT TO HIKE. 
          THEY MIGHT SAY SUBWAY CAVE BECAUSE THAT, THAT MIGHT BE WHAT THEY WANT, BUT THEN WE MIGHT BE ABLE TO SHOW THEM SOMETHING ELSE. 
          SO JUST THE WAY THAT WE'RE THINKING ABOUT THIS TO SOME EXTENT. 
          UM, AND THEN YOU CAN ALSO LOOK AT, YOU KNOW, THE CLICKS THERE. 
          UM, AGAIN, THE, UH, AVERAGE CPCI THINK IS LIKE, UM, 80 CENTS. 
          SO WE'RE GETTING REALLY GOOD VALUE FOR OUR MONEY THERE WITH KIND OF 33 CENTS IS ONE THING THAT THE AGENCY WANTED ME TO CALL OUT. 
          BUT AGAIN, I WOULD LOOK AT, YOU KNOW, CLICKS AND USERS. 
          'CAUSE I'LL COME BACK TO THAT HERE IN A LITTLE BIT. 
          DID YOU DO, UM, UH, OH GOD, NOW I'M BLANKING. 
          UH, DEVIL'S BRIDGE, YEAH. 
          OKAY. 
          YEAH, AND THAT'S ACTUALLY ONE OF THE TRAILS THAT WE, THAT WE DO HAVE ON OUR MAP. 
          UM, FOR REASONS LIKE, UH, YOU CAN GET THERE WITH, WITH THE SHUTTLE SYSTEM. 
          THE ONE CAVEAT, THE FOREST SERVICE WANTS TO MAKE SURE YOU TAKE THE MESCAL TRAILHEAD, NOT THE DRY CREEK VISTA. 
          SO THAT IS, THAT IS ONE THING THAT, THAT I WOULD SAY THAT THEY SHARED WITH US IF YOU WANNA, 'CAUSE THAT'S, I THINK THAT'S GOT THE BETTER. 
          IT'S, IT'S THE BETTER TRAIL FOR PEOPLE TO USE. 
          UM, SO JUST SOME RAPID REFLECTIONS FOR ME AND THEN I'LL KIND OF MOVE INTO THE, THE OTHER STRATEGIES THAT WE DID DURING THE SPRING. 
          BUT, UM, WE HAVE A BASELINE FOR KEYWORD PERFORMANCE WE CAN BUILD ON MOVING FORWARD. 
          WE, YOU KNOW, I DIDN'T WANNA SHOW YOU THE BIG SPREADSHEET WITH ALL OF THEM, BUT WE'VE SEEN WHICH ONES WORK WELL, WHICH ONES DON'T REALLY PERFORM. 
          SO THAT IF WE WANNA DO THIS IN THE FUTURE, WE CAN BUILD OFF OF AN EXISTING FOUNDATION. 
          UM, USERS ARE DEFINITELY SEEKING INFORMATION IN THE SPRING ABOUT GETTING AROUND SEDONA AND HOW TO PLAN THEIR HIKE. 
          SO IT FEELS LIKE, YOU KNOW, A GOOD OPPORTUNITY FOR US TO DO WHAT WE DO BEST, WHICH IS MAN MANAGE THE REPUTATION OF SEDONA, UM, AND KIND OF FILL IN GAPS IN THAT INFORMATION. 
          I, I DO JUST THINK THAT, YOU KNOW, AS I MIGHT HAVE MENTIONED, ONE OF, ONE OF THE MANY METRICS I WOULD SAY I HAVE FOR, YOU KNOW, MYSELF AND THIS KIND OF PROGRAM IS THAT WE HEAR LESS THAN FIVE YEARS. 
          I WISH I KNEW MORE AND I WISH I STAYED LONGER. 
          SO HOW ARE WE SERVING UP AND BUILDING OUT RELEVANT CONTENT ON SCENIC SEDONA AND GETTING THAT IN FRONT OF PEOPLE BECAUSE, YOU KNOW, THEY ARE SEARCHING FOR IT, BUT IT MIGHT NOT BE EASY TO FIND AND WHO ELSE THAN US TO REALLY DRIVE THAT NARRATIVE ON BEHALF OF THE COMMUNITY. 
          UM, AND THEN AGAIN, WE ARE A, A GROWING DMOA GROWING WEBSITE. 
          SO THIS IS A GREAT WAY TO BOOST TRAFFIC AND KIND OF FURTHER ENHANCE OUR DIGITAL PRESENCE, HELP US BECOME THAT GUARANTEED RESOURCE ON ONLINE SEARCHES SO THAT WE DO GET SERVED UP AS MUCH AS POSSIBLE. 
          AND REALLY I'D SAY EFFECTIVELY COMPLETE THIS TRANSITION TO BECOMING THE OFFICIAL DMMO. 
          UM, SO ANOTHER STRATEGY THAT WE DID, I'M KINDA SHIFTING GEARS AND I'M GONNA COME BACK WITH SOME FINAL THOUGHTS, BUT, UM, WE ALSO WORKED WITH A ZERO, WHICH IS ONE OF THE COMPETITORS TO DIFY. 
          SO IT'S ANOTHER GEOLOCATION PROVIDER THAT DOES SIMILAR MARKETING TO WHAT WE DO WITH OUR ATTRIBUTION ADS WITH DATA FY IT'S JUST DATA WASN'T IN THE A O OT CO-OP. 
          SO THIS WAS A CHANCE FOR US JUST TO ALSO GET TO KNOW A NEW VENDOR AND JUST KIND OF DO SOME, DO SOME CROSS CHECKING ON, ON HOW, HOW THEY DO THEIR WORK. 
          UM, OURS WAS A 30 DAY CAMPAIGN FOR THIS TO BUILD AWARENESS OF THE SEDONA SHUTTLE CONNECT AND THE SEDONA SHUTTLE TRAILHEAD ROUTES. 
          UM, AS YOU KNOW, AS KINDA LAUREN JUST DESCRIBED, YOU KNOW, WE'RE BASICALLY DOING HYPER TARGETING. 
          UM, AND IT WAS FUNNY, I HAD MY FIRST MEETING WITH THEM AND I SAT THEM DOWN. 
          I SAID, HEY, I DO NOT WANT TO INSPIRE VISITATION TO SEDONA IN THE SPRING FROM THIS. 
          WHAT I WANT TO DO WITH YOU, I WANT YOU TO LOOK AT YOUR DATA AND I WANT YOU TO GUARANTEE THAT YOU CAN TELL ME THAT THERE'S REPEAT SPRINGTIME VISITORS FROM THE PHOENIX METRO AND IF YOU CAN TELL THAT THEY'RE COMING YEAR OVER YEAR IN THE SPRING FROM PHOENIX, SO 'EM UP AN AD. 
          SO ESSENTIALLY HOW CAN WE GET AS CLOSE AS WE CAN TO WE KNOW YOU'RE COMING. 
          HERE'S HOW WE WANT YOU TO BEHAVE RESPONSIBLY. 
          SO REALLY THAT WAS KIND OF THE TEST THAT IT'S, HE WAS LIKE, YOU WANT ME TO DO WHAT NOW? AND I'M LIKE, HEY GUYS, JUST DO THIS WITH ME. 
          YOU KNOW? UM, AND THEY, THEY WEREN'T SURE THAT THAT WAS GONNA GIVE THEM ENOUGH OF A SAMPLE SIZE TO RUN THE PROGRAM, BUT WE DID. 
          WE BASICALLY HAD THE CITY LIMITS AND THEN WE BUMPED IT UP TO GREATER SEDONA. 
          AND ONCE WE TOOK A GREATER SEDONA LOOK, WE WERE ABLE TO GET A LARGE ENOUGH FOR THE, FOR THE ALLOCATION THAT WE HAD. 
          SO, UM, KIND OF FUNDED, LIKE AS I MENTIONED, WE'RE TAKING THESE TRADITIONAL MARKETING STRATEGIES AND THEN DOING THEM THE OPPOSITE WAY, YOU KNOW, UM, WAS KIND OF THIS MOST SIMPLISTIC WAY TO SAY IT. 
          UM, AND THEN IN ADDITION TO BASICALLY WORKING ON ADS LIKE THE ONE YOU SEE TO THE RIGHT, WHICH AGAIN IT LOOKS LIKE OUR TYPICAL CAMPAIGN AD, BUT IT'S CALL TO ACTION IS RIDE THE SHUTTLE AND IT'S ACTUALLY SIT ON A SHUTTLE CONNECT IS WHAT WE'RE KIND OF SHOWING THERE. 
          I'LL QUICKLY GO TO THIS NEXT SLIDE WHERE YOU SEE THERE'S JUST, THIS IS ON A SHUTTLE TRAILHEAD ROUTES THERE. 
          UM, BUT THOSE ARE 
          [00:25:01]
THE ADS THAT GOT SERVED UP. 
          UM, WE ALSO DID LIKE WHAT WE DO WITH DATA FI. 
          WE DID CITY LIMITS FOR ATTRIBUTION. 
          I ALSO GEOFENCED THE PARK AND RIDES AND I GEOFENCED THE TRAILHEAD THAT ARE SERVICED BY THE PARK AND RIDES TO SEE IF WE COULD GET TO, OKAY, WE CAN DEFINITELY SERVE UP THIS INFORMATION TO PEOPLE AND COMMUNICATE IF IT CAN BE ENGAGED WITH, CAN WE ALSO COMMUNICATE IF THEY CAME INTO MARKET AND GOT TO THE PARK AND RIDE, BUT GETS, IT GETS US AS CLOSE AS WE CAN TO SAY THAT THEY CAN RIDE THE SHUTTLE. 
          UM, ONE OF THE BEST THINGS ABOUT OUR TRAILHEAD SHUTTLE IS THAT IT'S FREE. 
          ONE OF THE HARDEST THINGS TO REPORT ON IS BECAUSE THERE'S NO POINT OF SALE , YOU KNOW, WE, WE, WE DEFINITELY KNOW RIDERSHIP, BUT KNOWING WHO THEY ARE HAS BEEN SORT OF SOMETHING, THIS WAS ONE WAY TO TRY TO GET AROUND THAT, OR AT LEAST AGAIN, EXPERIMENT WITH THIS CONCEPT IN PARTNERSHIP WITH THE ARIZONA OFFICE OF TOURISM. 
          SO, UM, YEAH, I JUST DID THAT ONE BE, HERE'S AGAIN, WE HAD KIND OF TWO DIFFERENT AD GROUPS. 
          WE HAD A RIDE THE TRAILHEAD SHUTTLE AND THEN RIDE THE SUNATA SHUTTLE CONNECT. 
          UM, HERE'S JUST THE RESULTS FOR THE DISPLAY ADS. 
          UM, YOU KNOW, OVERALL THEY PERFORMED WELL. 
          I THINK, YOU KNOW, THE INDUSTRY BENCHMARK THAT AZE HAS FOR THEMSELVES FOR HYPER TARGETING IS LIKE, AND I'M LOOKING AT THE CTR AS LIKE 0.25, 0.35. 
          SO WE ARE A LITTLE BIT ABOVE THE INDUSTRY AVERAGING KIND OF CLICK THROUGH RATE. 
          UM, WHAT'S NICE IS WE GOT TO SEE, YOU KNOW, AGAIN, WE'RE SEEING PERFORMANCE ACROSS AD GROUPS. 
          IF WE WANTED TO DO THIS AGAIN, WE SEE WHICH ONES PERFORMED BETTER THAN OTHERS, MAYBE SAVE SOME SPEND AND MAKE THIS MORE EFFICIENT. 
          UM, AND THEN AGAIN, I WOULD JUST KIND OF LOOK AT, YOU KNOW, TOTAL CLICKS AROUND A LITTLE BIT LESS THAN 9,000 FOR A, YOU KNOW, 30 A 30 DAY CAMPAIGN. 
          UM, AND AGAIN, UM, I'M NOT SHOWING YOU THE ATTRIBUTION RESULTS BECAUSE UNFORTUNATELY IT'S, WE'RE NOT GETTING GOOD PICKUP AT THE PARK AND RIDES. 
          UM, AND I WOULD SAY THAT I WENT INTO OUR DATA FILE ACCOUNT AND I DID THE EXACT SAME POLYGON. 
          I WANTED TO KIND OF LOOK AT BOTH OF THESE PROVIDERS AND SAY, CAN WE GET ENOUGH OUT OF DEVICE CAPTURE AT THE PARK AND RIDES? WE GET IT WITHIN CITY LIMITS, WE GET IT AT THE HOTELS. 
          PEOPLE ARE ENGAGING WITH THEIR PHONES MORE. 
          UM, WE GET A VERY NOMINAL PICKUP WITH, WITH THE PARK AND RIDES. 
          SO I THINK WE WERE SUCCESSFUL AT GETTING THE MEDIA OUT TO PEOPLE. 
          UM, BUT I'M NOT SEEING GEOLOCATION ATTRIBUTION AS A GOOD SOURCE OF DEMOGRAPHIC INFORMATION FOR PEOPLE RIDING IN THE PARK AND RIDE. 
          BUT I'M GLAD THAT WE KNOW THAT NOW  AND WE CAN SORT OF LIKE PUT THAT, PUT THAT STONE KIND OF BACK OVER. 
          UM, CAN YOU DESCRIBE WHAT YOU MEAN BY PICKUP? UM, AGAIN, SO IT'S PEOPLE THAT ARE UTILIZING APPS ON THEIR PHONE THAT HAVE A LOCATION TRACKER, AND THEN THAT'S ENDING UP IN THE HANDS OF EITHER A XERA OR DATA FI, WHICH BOTH HAVE PROPRIETARY, UM, KIND OF, THEY DON'T HAVE THE SAME DATA SET IS I GUESS THE BEST WAY TO SAY THAT. 
          SO, UM, WE'RE JUST NOT GETTING A GOOD PICKUP. 
          TYPICALLY THAT HAPPENS WHEN THE POLYGON IS TOO SMALL, UM, WHICH I THINK IS WHAT WE'RE GETTING HERE. 
          IT'S NOT JUST A LARGE ENOUGH SPACE. 
          UM, PART OF THE THEORY WAS YOU'VE GOT A CAPTIVE AUDIENCE, THEY'RE WAITING FOR A SHUTTLE, MAYBE THEY'RE ON THEIR PHONE, UM, BUT FROM EITHER PROVIDER I'M NOT SEEING A RESULT THAT IS BIG ENOUGH TO REPORT ON. 
          SO, BUT AGAIN, EXCITED THAT WE ARE ABLE TO SHOW THAT WE'RE GETTING INFORMATION ABOUT THE SHUTTLE IN FRONT OF PEOPLE AND JUST VALIDATING HOW WE COULD DO THIS KIND OF STUFF MOVING FORWARD. 
          UM, AGAIN, DIGITAL DISPLAY REMAINS A STRONG MARKETING STRATEGY. 
          UM, ATTRIBUTION WORKS WELL FOR POLYGONS, UM, BUT MAYBE NOT FOR THE PARK AND RIDES, SO I'LL KEEP LOOKING AT THIS EVERY ONCE IN A WHILE. 
          THE TECHNOLOGY CAN ALWAYS CHANGE, UM, BUT IT'S GOOD THAT WE KNOW. 
          UM, SO FINAL THOUGHTS. 
          UH, WE DROVE NEARLY 40,000 USERS TO SCENIC SEDONA ACROSS THESE STRATEGIES IN THE SPRING, WHICH IS A GOOD NUMBER FOR OUR WEBSITE AND KIND OF SHOWS ME THAT THERE'S, YOU KNOW, AN OPPORTUNITY TO KEEP, I MEAN OUR, OUR CAMPAIGNS DO A REALLY GREAT JOB WITH DRIVING TRAFFIC. 
          THAT'S AGAIN, OUR, OUR MAJOR INVESTMENT. 
          BUT THESE ARE ALSO SOMETHING TO CONSIDER AS PIECES OF THE PUZZLE FOR US JUST TO KEEP GETTING THAT FLOW OF VISITATION TO THE WEBSITE, UM, AND BRING UP OUR USER. 
          UM, I'M REALLY PLEASED WITH THE SESSION DURATION THAT WE'RE GETTING ON SOME OF OUR EXPERIENTIAL EDUCATIONAL PAGES. 
          UM, THAT SHOWS ME THAT, AGAIN, THAT INFORMATION'S NOT CURRENTLY OUT THERE OR AT LEAST AVAILABLE IN THIS FORMAT. 
          AND WE HAVE A CHANCE TO CONTINUE TO, UM, BUILD THAT OUT. 
          AND THAT'S DEFINITELY IN THE WORK PLAN FOR NEXT FISCAL YEAR, IS MORE OF THESE TYPES OF PAGES. 
          UM, AND ALWAYS ON EDUCATIONAL CAMPAIGN WILL HELP US MANAGE THE REPUTATION OF SEDONA AS A DESTINATION AND SET EXPECTATIONS WITH VISITORS. 
          AND THROUGH THINGS LIKE PAID SEARCH AND DIGITAL DISPLAY, WE CAN DISTRIBUTE INFORMATION TO VISITORS THAT ARE ALREADY IN THE PLANNING OR EXECUTION STAGES OF THEIR TRIP. 
          I THINK THAT'S WHAT'S MOST EXCITING TO ME TO REFLECT ON IS THAT WE TOOK A, LET'S NOT INSPIRE, LET'S EDUCATE THOSE THAT WE THINK AND WE KNOW ARE COMING. 
          SO 
          [00:30:01]
FOLKS THAT ARE SEARCHING FOR HOW TO HIKE IN SEDONA, UM, HOW TO GET AROUND SEDONA HAVE ALREADY THOUGHT OF SEDONA AS THEIR DESTINATION. 
          SO THAT'S A GREAT WAY FOR US TO SERVE INFORMATION TO THEM. 
          AND THEN THROUGH THIS IDEA OF THESE DISPLAY ADS, WE CAN SAY, WE KNOW YOU'VE COME THE LAST FOUR YEARS IN APRIL, HERE'S, HERE'S INFORMATION FOR YOU. 
          SO, UM, ANY QUESTIONS ON KIND OF JUST THE EXPERIMENTATION THAT WE DID AS A LIGHT TOUCH? NO, I THINK IT'S A GREAT BALANCE. 
          I MEAN, I THINK YOU WE'RE HITTING ALL THE STUFF WE TALKED ABOUT WHERE YOU WANTED TO BE DRIVE PEOPLE, BUT THEN WE ALSO WANTED TO SHOW 'EM HOW TO BEHAVE AND I THINK THIS IS, I THINK IT WAS SPOT ON, SO I THINK IT WAS GOOD. 
          GOOD. 
          IT'S ALSO SUPER COOL AND ALSO SUPER SCARY , RIGHT? BECAUSE WE USE OUR PHONE SO WE'RE PART OF THE DATA THAT ENDS UP GETTING PROPRIETIZED TO SOMEBODY BECAUSE WE'RE HERE ALL THE TIME. 
          YEAH, YEAH. 
          UH, BUT I, I THINK IT'S GREAT AND YOU'RE RIGHT THAT I THINK THAT IT ADDRESSES MANY OF THE CONCERNS THAT WERE RAISED WHEN WE BEGAN TALKING, SO MM-HMM . 
          IT'S GREAT. 
          YEAH. 
          COOL. 
          SO YOU'RE HAVING LIKE, IF YOU'RE, UM, RECOGNIZING THAT SOMEBODY'S COME AGAIN AND AGAIN AND TRYING TO PROVIDE THEM WITH EDUCATIONAL INFORMATION, BUT WE ALSO, I WONDER IF MAYBE IT'S THOSE PEOPLE ARE LESS LIKELY TO BE CAUSING THE PROBLEM THAN PEOPLE WHO ARE COMING FOR THE FIRST TIME, BUT THAT'S JUST PART OF IT. 
          YEP. 
          YEAH, YEAH. 
          NO, I THINK THAT'S A GREAT POINT, RIGHT? UM, I JUST THINK THE PROBLEM IS WE DON'T WANT TO BE INSPIRING. 
          I MEAN, IN THEORY WE DON'T WANNA BE INSPIRING PEOPLE. 
          SO I MEAN, BUT THAT'S WHERE THE PAID SEARCH COULD COME IN, RIGHT? I THINK IT'S TRYING TO LAYER OUT A MULTIFACETED STRATEGY OF WE KNOW YOU'RE COMING, SO I FEEL COMFORTABLE SERVING YOU UP AN AD THAT YOU DIDN'T ASK FOR MM-HMM . 
          UM, BUT THEN IF YOU, WE KNOW YOU'RE SEARCHING MM-HMM . 
          HOW ARE WE THEN FILLING THAT FORWARD AS WELL. 
          SO THAT'S WHERE I I I LIKE THE COMBINATION OF THESE TWO. 
          YEAH, FOR SURE. 
          UM, OUTTA CURIOSITY, THESE PARKING RIDES WHERE WE HAD THE REALLY SMALL AREA, IS THERE A CORRELATION TO CELL STRENGTH, ACTUAL SIGNAL STRENGTH? NO. 
          NO. 
          IT'S ALL, THEY'RE ALL PRETTY GOOD. 
          I, I BET YOU, I BET YOU WHAT'S HAPPENING IS PEOPLE ARE COMING IN, THEY HAVE THEIR, THEIR SERVICE OR LOCATION'S ON, THEY GET TO THAT SHUTTLE, THEY TURN IT OFF. 
          'CAUSE THEY KNOW WHEN THEY GO OUT ON THE BUS THEY DON'T WANNA DRAIN THEIR BATTERIES. 
          SO I BET YOU PEOPLE ARE TURNING STUFF OFF YEAH. 
          IN PARKING LOTS RIGHT NOW. 
          YEAH. 
          AND, AND, AND ONE OF THE, I MEAN I REALLY LIKE HOW I KNOW I DO THAT , THAT'S ALWAYS WHY I SAY IT. 
          I REALLY LIKE HOW DYNAMIC OUR TRANSPORTATION SYSTEM IS. 
          WE'RE ABLE TO KIND OF LIKE INCREASE THE DAYS OF OPERATION, DECREASE THEM, INCREASE THE HOURS. 
          'CAUSE WE ALSO DID THE TRAIL HEADS TOO, AND WE HAVE A MUCH BIGGER PICKUP AT THE TRAIL HEADS, BUT I CAN'T CORRELATE THAT TO IF YOU TOOK THE SHUTTLE OR NOT GOT, I MEAN THAT'S, THAT'S ONE OF THE CHALLENGES. 
          I MEAN I, SOME OF THEM I CAN DURING CERTAIN, LIKE IF I REALLY DID A DEEPER ANALYSIS INTO IT, BUT I WAS REALLY HOPING THE PARK RIDES WOULD BE IT. 
          'CAUSE WE, THERE'S REALLY NO REASON FOR YOU TO BE KIND OF AT THE BO STRING PARKING RIDE UNLESS YOU'RE GOING ON THE SHUTTLE. 
          RIGHT. 
          AND, UM, POSSE GROUNDS, YOU COULD ARGUE THERE'S TIMES OF THE YEAR WHERE YOU WOULD SEE MORE. 
          I THINK THAT ONE, I THINK WE SAW A SPIKE DURING AN EVENT AT AT, AT ONE POINT IN SOME OF THE DATA I LOOKED AT. 
          SO THAT ONE'S A LITTLE LESS GUARANTEED. 
          THE ONE BY THE SPAC AND KIND OF THE COURTYARD, THAT ONE, YOU'RE PRETTY MUCH ONLY THERE FOR A REASON. 
          SO WHAT IF THERE WAS SOME ADDITIONAL SIGNAGE PUT UP THAT, YOU KNOW, HAD A QR CODE OR, OR SOMETHING THAT WOULD, WOULD DRAW THEM TO PULL OUT THEIR PHONE? YEAH. 
          TO MAYBE, I, I DON'T KNOW WHAT APPS USE LOCATION, BUT YOU KNOW, IF YOU'RE TO TRICK THEM, IF THERE'S SOMETHING THERE TO TRICK THEM TO TAKE A PICTURE OF SOME SIGN OR LIKE SOME PIECE OF ART THAT'S INSTALLED AT, AT THE, YOU KNOW, I MEAN YOU, WE COULD POTENTIALLY PUT SOME COOL ART PIECE IN EACH OF THESE PLACES WHICH WOULD DRAW IN THE CULTURAL CONNECTION AND MAYBE ENCOURAGE THEM TO THEN GO TO SOME OTHER CULTURAL THINGS. 
          BUT, UM, THEN THAT WOULD BE SOMETHING THAT WOULD TRIGGER THAT AND YOU COULD USE THAT IN THE FUTURE. 
          YEAH, I MEAN, THE THING WE THOUGHT ABOUT, I MEAN I THOUGHT OF IT, BUT IT'S NOT MY DEPARTMENT. 
          SO BY NO MEANS THIS IS, IS THIS A MANDATE? BUT LIKE YOU COULD DO AN INTERCEPT STYLE STUDY. 
          UM, I JUST DON'T TYPICALLY LIKE INTERCEPT STUDIES. 
          UM, BUT IF WE'RE LOOKING AT KIND OF DEMOGRAPHICS AND WHO PEOPLE ARE, THAT'S THE WAY TO DO IT. 
          BUT THAT'S, AGAIN, THAT'S, THAT'S MONEY AND TIME AND I, I DON'T NECESSARILY KNOW IF THAT'S THE BEST APPROACH, BUT, UM, I WAS HOPING THIS WOULD GIVE US SOMETHING. 
          BUT WASN'T THERE, HAS THERE NEVER BEEN A SURVEY DONE FOR PEOPLE WHO ARE GETTING ON THE SHUTTLE? THERE HASN'T BEEN A LIKE CLICK THIS LINK TO TAKE TO DO A SHUTTLE SURVEY. 
          WE NEED THAT. 
          I'D CERTAINLY LIKE TO SEE WHAT PEOPLE SAY ABOUT THE ONE ON MY STREET, HOW LONG THEY'RE WAITING, YOU KNOW, 'CAUSE THEY'RE TALKING OF EXPANDING AND IT'S LIKE, WELL, HOW MANY PEOPLE ARE WAITING? YOU KNOW, I DON'T JUST, I FEEL LIKE THAT'S A MISSING LINK THERE. 
          MISSING PIECE OF INFORMATION. 
          WE SPEAK SO HIGHLY OF THE SHUTTLE SYSTEM AND I DON'T HAVE A LOT OF COMPLAINTS, BUT, UM, BUT YEAH, I JUST WOULD LIKE TO SEE MORE DATA ON THAT. 
          [00:35:02]
OKAY. 
          SO NEXT STEPS WITH THIS ARE GOING TO BE THAT, UM, WORKING WITH DVA, JUST TO KIND OF VALIDATE WHAT THEIR PAID SEARCH IS GONNA BE FOR THE REMAINDER OF THEIR CURRENT CONTRACT WITH US, KIND OF BRINGING IN THE LESSONS THAT WE LEARNED. 
          AND THEN WE DO HAVE SOME MONEY SET ASIDE NEXT FISCAL YEAR FOR EDUCATIONAL MESSAGING. 
          SO I SEE, YOU KNOW, MAYBE IT'S NOT LIMITED THESE TWO STRATEGIES, BUT LOOKING AT HOW WE MIGHT BE ABLE TO EXPAND ON THESE NEXT YEAR. 
          AND, AND I THINK JUST, YOU KNOW, PART OF THE REALITY THAT WE'RE IN RIGHT NOW IS HOW DO WE DRIVE TRAFFIC TO THE WEBSITE TOO. 
          AND YOU KNOW, RIGHT NOW THIS IS A WAY TO KEEP THAT GOING OUTSIDE OF THE MORE ROBUST CAMPAIGNS THAT WE DO. 
          GREAT. 
          [5.c. B2B tourism industry development update]
UM, SO I WANT TO GO SHIFT GEARS TO OUR B2B BUSINESS TO BUSINESS TOURISM INDUSTRY DEVELOPMENT UPDATE. 
          SO A KEY FUNCTION FOR OUR PROGRAM IS WORKING WITH TRAVEL MEDIA, UM, TO GARNER COVERAGE ABOUT SEDONA IN A WAY THAT ALIGNS WITH OUR COMMUNITY VALUES. 
          WORKING WITH TRAVEL AGENTS, TOUR OPERATORS TO EITHER, UM, SELL, YOU KNOW, KIND OF LIKE GROUP TOURS, MOTOR COACH OR FREE INDEPENDENT, FOREIGN INDEPENDENT. 
          THERE'S PROBABLY 12 DIFFERENT WAYS TO SAY FIT 'CAUSE I THINK THE REAL WAY TO SAY IT IS JUST FIT NOW, BUT I FIGURED I'D START WITH FREE INDEPENDENT TRAVELER, WHICH ESSENTIALLY I, I'LL KIND OF SHOW YOU ONE LATER, LATER TODAY. 
          BUT THAT'S A, A PACKAGE THAT YOU CAN BUY AS AN INDIVIDUAL AND THEN GO TO ANOTHER COUNTRY AND YOU GOT THE CAR RENTAL, ALL THE HOTELS, EVERYTHING'S KIND OF BOOKED FOR YOU. 
          SO, UM, AND THEN ALSO WITH MEETING PLANNERS. 
          UH, SO LOOK AT THOSE FOLKS. 
          UM, ORGANIZING CORPORATE RETREATS, INCENTIVE TRAVEL, UM, REALLY, YOU KNOW, WORKING WITH BUSINESSES THAT WORK WITH CONSUMERS. 
          SO B2B ESSENTIALLY IS WHAT IS WHAT THIS IS FOR TOURISM. 
          UM, AND WE DO THIS MOST OFTEN IN PARTNERSHIP WITH THE ARIZONA OFFICE OF TOURISM. 
          UM, THAT'S REALLY A MAJOR FOCUS OF A OT IS THAT THEY SERVE UP THESE OPPORTUNITIES TO DESTINATIONS AND KIND OF SELL A UNITED ARIZONA. 
          UM, BUT WE'VE ALSO DONE THESE IN PARTNERSHIP WITH OTHER ARIZONA DESTINATIONS. 
          SCOTTSDALE IS ONE THAT WE'VE PARTNERED ON IN THE PAST, KIND OF UNILATERALLY. 
          AND THEN SOME OF THIS WE JUST DO ON OUR OWN WITH PEOPLE. 
          UM, SO IT'S KIND OF A MIX ON HOW, ON HOW THESE GET STRUCTURED AND HOW THESE GET ORGANIZED. 
          BUT I WANTED TO START WITH KIND OF SHOWING YOU THAT, UM, ONE OF THE BIG MILESTONES THAT WE'VE BEEN WORKING ON IS LANDING PAGES ON SCENIC SEDONA THAT ARE REALLY CATERED TOWARDS THESE DIFFERENT AUDIENCES AND SHARE RELEVANT INDUSTRY RESOURCES FOR THEM. 
          UM, WE HAVEN'T REALLY HAD THINGS LIKE THIS PUBLIC BEFORE. 
          UM, I'VE HAD IT IN FOLDERS, WE'VE EMAILED IT TO PEOPLE, BUT NOW WE'VE GOT KIND OF A ONE-STOP SHOP. 
          SO, UM, HERE'S OUR MEDIA REQUEST PAGE. 
          THIS IS WHERE, YOU KNOW, ESSENTIALLY WE'D BE DRIVING MEDIA TO WHERE THEY'RE FINDING US ORGANICALLY ON THEIR OWN, UM, REALLY TRYING TO SET THE TONE ON RESPONSIBLE AND RESPECTFUL VISITATION KIND OF UPFRONT, GET PEOPLE TO COME INTO IT. 
          BUT THEN WE'VE GOT OUR PUBLIC IMAGE LIBRARY IS NOW AVAILABLE. 
          UM, ALL THE PHOTO SHOOTS THAT WE DO, UH, WE MAKE THOSE ASSETS AVAILABLE TO THE INDUSTRY, UM, FOR THEM TO USE AS THEY SEE FIT. 
          SO THAT'S WHAT THAT LINK IS. 
          UM, WE'VE GOT OUR LOCAL HIKING TIPS, WHICH THAT LOCAL HIKING PAGE. 
          UM, PART OF, ONE OF THE THINGS WE ALWAYS HAVE TO DO, THERE'S ALL THESE LIKE DISCLAIMERS I HAVE TO HAVE WHEN I MEET WITH JOURNALISTS. 
          IT'S, OR CONTENT CURATORS. 
          IT'S, PLEASE TAG US AS SCENIC SEDONA. 
          UM, PLEASE AVOID COVERAGE THAT HIGHLIGHTS A SUBWAY CAVE, THE BIRTHING CAVE. 
          SO TRYING TO ALSO HAVE RESOURCES THAT SHOWCASE THAT. 
          UM, SO THAT IT'S NOT JUST SOMETHING I SAY THAT THERE'S SOMETHING TO SHOW AS WELL. 
          UM, WE'VE GOT OUR TRANSIT SYSTEM AGAIN, ANOTHER ONE. 
          PLEASE ALWAYS REFERENCE THE TRANSIT SYSTEM WHEN YOU, WHEN YOU WRITE STORIES ABOUT US. 
          WE'VE GOT, UM, NOW A SERIES OF KIND OF JUST PITCH IDEAS. 
          A LOT OF OTHER DMO HAVE THESE JUST TO KIND OF START THE CONVERSATION AROUND, YOU KNOW, NIGHT SKY STORIES, UM, GETTING OUT IN OUR RECREATE, UM, RECREATIONAL LANDSCAPE STORIES. 
          YOU KNOW, GOTTA HAVE THAT CAR FREE TRAVEL, ALSO KNOWN WITHOUT A CAR. 
          WE'VE GOT ONE ON KIND OF VORTEXES AND WELLNESS. 
          AND THEN WE'VE GOT ONE THAT TALKS ABOUT, UM, VERDE VALLEY WINE, FOR EXAMPLE, JUST TO TRY TO GET PEOPLE INITIALLY INTERESTED. 
          SO THEY WANT TO THEN REACH OUT TO US TO LEARN MORE. 
          WE'VE GOT OUR, UM, STEWARDSHIP PAGE AND THEN AGAIN, PLEASE TAG US AS SCENIC SEDONA. 
          THOSE ARE DIFFERENT RESOURCES. 
          AND THEN WE'VE GOT NOW A MEDIA INQUIRY FORM AND A CONTENT CREATOR REQUEST FORM SO THAT WE HAVE KIND OF TWO DIFFERENT AVENUES, UM, THERE. 
          SO THAT'S ONE QUICK MILESTONE FOR US. 
          AND THEN WE'VE GOT OUR GROUP TOURS AND TRAVEL TRADE REQUEST PAGE, UH, WHICH I'M HAPPY IS LIVE BEFORE I GET TO IPW IN A COUPLE WEEKS, WHICH I'LL TALK A LITTLE BIT ABOUT. 
          BUT, UM, THIS ONE'S GOT, YOU KNOW, SHORTER INTRO, REALLY WHAT IS OUR TOURISM PRODUCT IS WHAT WE REALLY WANT TRAVEL TRADE TO KNOW UPFRONT. 
          WHAT ARE THOSE KIND OF KEY FEATURES THAT THAT DIFFERENTIATE US. 
          AND THEN, UM, JAMES DID A PHENOMENAL JOB WITH GETTING OUR NEW HOTEL GRID PRODUCED. 
          SO, UM, THIS HAS BEEN A LOT OF EFFORT TO GOES INTO THIS PDF, BUT NOW, UM, WE KIND OF CALL THIS LIKE THE, THE, THE ENCYCLOPEDIA. 
          WE, WE KEEP ONE OF THESE NEXT TO US. 
          HOW MANY ROOMS DO THEY HAVE? HOW MANY QUEENS DO THEY HAVE? YOU KNOW, HOW MUCH MEETING SPACE DO THEY HAVE? UM, SO THAT'S THERE. 
          THOSE ARE, YOU KNOW, INVALUABLE, 
          [00:40:01]
UM, RESOURCES TO SHARE WITH PEOPLE. 
          WE'VE GOT A GROUP DINING GRID THAT'S ALWAYS A QUESTION THAT WE GET, UM, FROM FOLKS IS, YOU KNOW, WHERE CAN I BRING A GROUP FOR DINING? UM, SO THAT'S NOW, YOU KNOW, LIVE AND UP HERE WE'VE GOT A SERIES OF ITINERARIES. 
          UM, SOME FROM ONE FOR MOTOR COACH. 
          THE REST OF THEM, UM, A LOT OF TIMES THOSE BECOME THE FOUNDATION FOR WHAT THESE TOURS GET CREATED AS AN IMAGE LIBRARY. 
          PARKING INFORMATION'S ALWAYS A QUESTION FOR PEOPLE. 
          SO THAT GOES TO THE CITY'S WEBSITE AND THEN BACK TO OUR HIKING PAGE JUST TO HELP PEOPLE, YOU KNOW, PLAN THEIR EXPERIENCE. 
          AND THEN WE'VE GOT A NEW TRAVEL TRADE REQUEST FORM. 
          HOW LONG HAVE THESE BEEN LIVE? UM, TRAVEL TRADE GOT PUBLISHED THIS WEEK AND MEDIA REQUEST GOT PUBLISHED I THINK THREE WEEKS AGO. 
          SO, UM, SO IS THERE A WAY TO, UM, KIND OF SEED THIS INTO AI PROGRAMS , UM, WITH LIKE GENERATIVE ENGINE OPTIMIZATION, GEO, LIKE FOR YEAH. 
          IS THAT FOR AI? SURE. 
          THE RIGHT TERMS WOULD BE, BUT YEAH, CHAT, GPT, UH, GR, UM, WHATEVER MM-HMM . 
          ANTHROPOLOGY SITES, UM, OF, BECAUSE, UH, WAS PLANNING A TRIP TO SCOTLAND MM-HMM . 
          AND WE WENT TO GROK AND SAID, UH, YOU KNOW, GIVE ME A IDEAL SEVEN DAY TOUR. 
          AND IT CAME BACK WITH FANTASTIC INFORMATION. 
          I DON'T KNOW WHAT IT USED AS ITS SOURCES, BUT IF WE COULD SEED SOME OF THIS INTO AI, BUT I HAVE NO IDEA HOW TO DO THAT. 
          YEAH. 
          SO, UM, RANDY ACTUALLY INTRODUCED US TO A COMPANY CALLED GUIDE GEEK, WHICH IS SORT OF A, I THINK THAT'S MORE OF A CLOSED, IT'S MORE OF A CLOSED AI BOT, UM, THAT IS OUT THERE THAT, YOU KNOW, ESSENTIALLY DESTINATIONS CAN PAY INTO. 
          THEN YOU SORT OF ACTIVELY TRAIN IT TO, YOU KNOW, HAVE THE RESPONSES THAT YOU WANT. 
          UM, WHEN IT COMES TO LIKE THE CHAT GPT, ROB AND I HAVE BEEN LOOKING INTO THIS QUITE A BIT. 
          I THINK ONE OF THE REALLY NICE THINGS ABOUT US BEING SUCH A NEW DMO IS THAT WE ARE KIND OF BUILDING FOR THE FIRST TIME I THINK D OS THAT HAVE BEEN AROUND FOR A WHILE THAT HAVE TO LIKE STEER THE CRUISE SHIP IN ANOTHER DIRECTION THAT TAKES A LITTLE BIT LONGER. 
          SO, UM, CERTAINLY WHEN WE LOOK AT THE LANDING PAGES THAT WERE REALLY, AGAIN, A BIG FOCUS FOR, YOU KNOW, ME TRULY NEXT, NEXT FISCAL YEAR IS GONNA BE BUILDING OUT MORE EXPERIENTIAL INFORMATION, PRODUCT DEVELOPMENT. 
          UM, I'VE HEARD DIFFERENT WAYS TO DO THIS SO FAR, BOB. 
          UM, AND I THINK BOTH OF THEM ARE INTERESTING TO PURSUE. 
          UH, ONE WOULD BE YOU CAN CREATE LIKE THE, THE VERSION OF THE PAGE THAT YOU JUST SAW AND THEN CREATE KIND OF LIKE A HIDDEN VERSION THAT'S JUST FOR THE ROBOTS. 
          SO YOU'VE GOT A HUMAN PAGE AND THEN A ROBOT PAGE. 
          AND THE ROBOT PAGE JUST HAS A BUNCH OF INFORMATION ON IT. 
          UM, ANOTHER INTERESTING WAY TO DO IT, WHICH UM, I THINK I WANT TO ADD AN FAQ ANYWAY TO THE TRAVEL TRADE PAGE. 
          I'VE GOT LIKE A DRAFT THAT WE'RE WORKING ON RIGHT NOW, BUT IF YOU CAN WRITE FAQ PAGES THAT SORT OF PREDICT THE QUESTIONS THAT ARE GETTING ASKED, THEN THEY'LL PULL IT FROM THAT TOO. 
          AND THAT SORT OF IS ONE THAT'S FOR HUMANS AND ROBOTS FROM WHAT I UNDERSTAND. 
          SO, UM, DEFINITELY THERE ARE WAYS YOU CAN DO IT. 
          UM, WE ARE LOOKING INTO THE BEST WAY THAT WE CAN DO IT WITH THE LIMITED TIME AND RESOURCES THAT WE HAVE, BUT ABSOLUTELY ON OUR RADAR. 
          OKAY. 
          I WAS SAY AS ALL DMO, IT'S A SUCH A RAPIDLY CHANGING, EVERYBODY'S DOING EXACTLY WHAT YOU'RE SAYING BOB, AND IT'S VERY HARD TO FIGURE OUT HOW TO POSITION. 
          IT'S LIKE THE NEXT, IT'S LIKE TAKING SEOS AND THEN SAYING, LET'S MAKE THIS FOUR DIMENSIONAL. 
          IT'S YEAH. 
          INCREDIBLY COMPLEX, RIGHT? AND IT'S HAPPENING SO FAST, SO IT'S HARD TO CATCH UP, RIGHT? AND WE WERE TAUGHT TO MAKE THINGS REALLY CONCISE FOR THE HUMANS . 
          AND NOW WE'RE BEING TAUGHT TO MAKE IT VERY COMPLEX FOR THE ROBOTS , WHICH IT'S JUST KIND OF FUN. 
          SO THAT'S 'CAUSE THEY'RE SMARTER. 
          EXACTLY. 
          THEY CAN, THEY HAVE A LITTLE BIT MORE OF AN ATTENTION SPAN. 
          I THINK , YOU KNOW, ANOTHER AREA, AND I'M NOT SURE THIS PART OF WHAT YOU'RE TALKING ABOUT, BOB, IS CAN WE EMBED A CHAT BOT IN OUR OWN SCENIC SEDONA THAT CAN START TO PROVIDE MUCH MORE INTERACTIVE ANSWERS. 
          I MEAN, THAT CAN REALLY KEEP, WANNA TALK ABOUT A DURATION NOW? YEP. 
          YEAH. 
          UH, WE SHOULD HAVE A CHAT BOT FUNCTION WITH THE TRUE OMNI KIOSK PROJECT THAT WE JUST KICKED OFF YESTERDAY, ACTUALLY. 
          UM, WE'RE LOOKING INTO HOW EFFECTIVE THAT IS AND THEN POTENTIALLY LOOKING AT OTHER PROVIDERS, BUT THAT'S ALREADY KIND OF IN THE SCOPE, SO I DON'T WANT TO JUST NOT EXPLORE IT AS, AS AN OPTION AND THEN TO SEE WHAT WAYS TO INTEGRATE IT. 
          BUT, UM, YEAH, I MEAN YOU COULD DO A STANDARD CHAT GBT INTEGRATION AGAIN, THAT'S OPEN. 
          OR YOU COULD DO MORE OF A GUIDE GEEK, WHICH IS CLOSED. 
          AND SO YEAH, ANOTHER THING ON OUR RADAR. 
          AND THEN JUST, YOU KNOW, ONE OF THE MAJOR KIND OF COMPONENTS OF B2B INDUSTRY DEVELOPMENT ARE THE ORGANIZATION OF FAMILIARIZATION TOURS FOR TOUR OPERATORS, TRAVEL AGENTS, AND THEN ALSO PRESS TRIPS FOR, FOR MEDIA. 
          IT'S NOT THE ONLY WAY THAT WE WORK WITH THEM AGAIN. 
          I MEAN, SOMETIMES 
          [00:45:01]
PEOPLE JUST REACH OUT, WE GIVE THEM INFORMATION, I MEET THEM AT TRADE SHOWS. 
          OBVIOUSLY THAT'S ANOTHER WAY WE GET IN TOUCH WITH THEM. 
          UM, JOURNALISTS JUST CONTACT US FOR, FOR BACKGROUND AS WELL. 
          UM, BUT YOU KNOW, THE FAMILIARIZATION TOURS ARE AGAIN, A, A REALLY KIND OF CORE, CORE FOCUS AND THE THINGS THAT TAKE UP THE MOST TIME FOR US. 
          SO, UM, YEAR TO DATE FISCAL, YOU KNOW, 31 FAM TOURS FOR 165 TRAVEL MEDIA AND TRAVEL TRADE PROFESSIONALS. 
          UM, THIS HAS RESULTED IN MEDIA COVERAGE. 
          I KNOW I'VE SHARED WITH YOU, UM, SOME OF THAT IN THE PAST. 
          UM, BUT IT'S ALSO RESULTED IN NEW TOUR PACKAGES BEING SOLD THAT, UM, EITHER INCLUDES IT ON IT FOR THE FIRST TIME OR THEY COME HERE AND THEY SAY, I DIDN'T KNOW YOU HAD A SHUTTLE SYSTEM. 
          I DIDN'T KNOW YOU HAD THESE HIKING MAPS. 
          AND THOSE ARE NOW GETTING IN FRONT OF THEM. 
          SO IT'S REALLY ENHANCING THE PRESENTATION OF PLACE. 
          AND THEN ALSO, YOU KNOW, TRULY IT'S THAT ALIGNMENT TO OUR COMMUNITY VALUES. 
          'CAUSE THEY WOULDN'T INHERENTLY KNOW THAT IT'S JUST A DOT ON A MAP. 
          IF YOU'RE A TRAVEL AGENT FROM EUROPE, THEY COME HERE AND THEY SAY, OH, I DIDN'T KNOW THIS SHUTTLE SYSTEM. 
          OH, I, AND THEY ACTUALLY ALL USE ALL TRAILS, WHICH IS KIND OF WILD. 
          IT'S WHAT I, I KEEP SAYING ALL TRAILS AND, AND THE EUROPEAN MARKET, THEY'RE LIKE, OH YEAH, WE KNOW EXACTLY WHAT THAT IS. 
          SO AGAIN, NICE THAT WE HAVE THAT TOOL AVAILABLE. 
          UM, AND THEN JUST QUICKLY, UH, WE'VE GOT FIVE MORE FAM SCHEDULED THIS MONTH, WHICH IS PRETTY HEAVY GIVEN THAT I PWS GOING ON. 
          THEY'RE LIKE, UM, WITH ANOTHER 20 INDUSTRY PROFESSIONALS. 
          UH, ONE NEXT WEEK I'M EXCITED ABOUT IS WE'VE GOT THE OWNER AND FOUNDER OF DISHING JACKSON HOLE AND DISHING PARK CITY, WHICH IS LIKE A FOOD ORIENTED MAGAZINE THAT'S PRINTED FOR THOSE TWO MARKETS. 
          SO KIND OF ON THAT HIGHER END LUXURY SIDE OF IT, WE'LL GET LIKE A FOUR PAGE SPREAD OR SOMETHING, UH, RELATED TO FOOD, UM, WITHIN SEDONA EXPERIENCES. 
          SO I'M I'LL EXCITED TO SHOW YOU GUYS THE RESULTS OF THAT. 
          UM, AND I KIND OF MENTIONED THIS WITH THE FREE INDEPENDENT FOREIGN INDEPENDENT , FIT FT FIT, UM, BUT A GENTLEMAN FROM RENDEZVOUS TRIPS FROM THE UNITED KINGDOM. 
          I, I SOME I USUALLY KIND OF TRY TO FOLLOW UP WITH FOLKS ON A REGULAR. 
          I I JUST SHARED WITH THEM ALL THE NEW RESOURCES THAT WE PUBLISH. 
          IT WAS A GREAT WAY TO REENGAGE AND JUST HEARD BACK FROM A LOT OF FOLKS THAT WE HAD, WE'VE BEEN ENGAGING WITH THIS YEAR AND RENDEZVOUS TRIPS JUST GOT BACK SAID, HEY, WE JUST PUBLISHED A TRIP THAT INCLUDED SEDONA. 
          SO THIS IS WHAT THIS IS. 
          IT'S A 15 DAY, 14 NIGHT TRIP FOR THE UNITED KINGDOM MARKET THAT TAKES YOU FROM CALIFORNIA TO SCOTTSDALE. 
          UM, AND THEY'VE GOT TWO NIGHTS IN SEDONA, UM, ON THEIR TRIP, WHICH IS WONDERFUL TO SEE. 
          AND IT'S, IT'S AT THE ADOBE GRAND VILLAS AND WHAT'S, THERE'S A LOT OF WORK THAT GOES INTO PUBLISHING SOMETHING LIKE THIS, ESSENTIALLY. 
          SO RENDEZVOUS TOURS IS THE, IS THE TRAVEL AGENT, YOU KNOW, THEY'RE THE ONES THAT BUILD THE PACKAGE, UM, BUT THEY'RE KIND OF JUST REPACKAGING UP EXISTING THINGS SO OFTEN IN, IN THE EUROPEAN MARKET. 
          UM, YOU KNOW, FOLKS LIKE, YOU KNOW, ADOBE GRAND VILLAS, WHAT I CAN ASSUME IN THIS CASE IS JUST KIND OF SELLING THEIR INVENTORY TO, UM, BASICALLY A WHOLESALER THAT HAS JUST AN INVENTORY OF HOTEL ROOMS AND DIFFERENT HOTELS ACROSS THE COUNTRY, ACROSS THE WORLD, UM, AT GUARANTEED NET RATE PRICES. 
          AND THEN THESE TRAVEL AGENTS, BECAUSE THEY'RE DOING B2B AND THEY'RE DOING ESSENTIALLY CO-MARKETING FOR DEMAND AT THOSE HOTEL PROPERTIES, THEY CAN GET ACCESS TO THAT NET RATE. 
          UM, BUT THEN ADOBE GRAND VILLAS WOULD SEE THE SALE FROM THE WHOLESALER, NOT RENDEZVOUS ROAD TRIPS. 
          SO ULTIMATELY, YOU KNOW, IT'S KIND OF FUN TO CHASE CHASE THIS AROUND WHERE, YOU KNOW, WE TALK TO THEM, THEY THEN START SELLING IT ON THEIR END. 
          THEY'RE BUYING IT FROM THE WHOLESALER, WHICH THEN HITS THE BOOKS OF, OF THE HOTEL. 
          SO IT'S NOT QUITE A LINEAR PATHWAY. 
          UM, BUT IT IS NICE TO ALWAYS KIND OF BE ABLE TO FOLLOW, FOLLOW THAT PATHWAY WHEN WE, WHEN WE HAVE IT. 
          UM, AGAIN, WHAT I KEEP LEARNING IS THAT, UH, THE EUROPEAN MARKET BUYS A LOT FROM THE WHOLESALERS. 
          IT'S PRETTY STANDARD, UM, WHICH IS JUST GOOD INFORMATION FOR ME TO HAVE WITH THE HOTELS. 
          LIKE IF YOU'RE NOT IN THE WHOLESALERS, IT'S HARD TO TAP INTO THE EUROPEAN MARKET. 
          UM, THE LATIN AMERICAN MARKET IS MUCH MORE TRADITIONAL IN TERMS OF, UM, HAVING DIRECT CONTRACTS WITH, WITH HOTELS. 
          UM, AND THEN THEY TYPICALLY WORK WITH, UM, DESTINATION MANAGEMENT COMPANIES, DMCS, UH, WHICH ARE ESSENTIALLY PRIVATE ENTITIES. 
          COBALT ESCAPES IS A, IS A LOCAL ONE HERE. 
          UM, SO YEAH, THERE'S JUST DIFFERENT WAYS TO WORK WITH DIFFERENT COUNTRIES IN ALL OF THIS, BUT I JUST WANTED TO KIND OF SHARE A RECENT FIT PACKAGE FOR YOU ALL. 
          SO ON THE MEETING PLANNER FRONT, UH, WE BECAME A HELMS BRISCOE, UH, DESTINATION PARTNER AT THE START OF THE FISCAL YEAR. 
          THAT'S ONE OF THE FIRST THINGS WE DID IN KIND OF THE MYSPACE, UH, WHICH IS MEETINGS, INCENTIVES, CONVENTIONS, AND EVENTS. 
          UM, THAT'S SOMETHING THAT IS KIND OF LIKE THE, WE KNEW WE HAD TO DO THAT. 
          IT GIVES US SOME ACCESS TO, TO CNT TO GET RFPS THROUGH IT. 
          UM, IF RFPS ARE SENT BY HEL BRISCOE ASSOCIATES, WHICH IS THEIR NETWORK OF MEETING PLANNERS, UH, WE, WE, WE ALWAYS SEE THEM. 
          UM, SO WE HOSTED A SALES LUNCHEON, UH, IN MAY. 
          JAMES AND I, UH, FOR 16 HEL BRISCOE ASSOCIATES. 
          UH, WE WERE JOINED BY, UH, THREE HOTELS SKYROCKET, SEDONA ENCHANTMENT 
          [00:50:01]
AND HILTON AT BELL ROCK. 
          YOU HAVE TO BE A HELMS BRISCOE HOTEL PARTNER IN ORDER TO PARTICIPATE AT LUNCHEONS LIKE THIS. 
          SO, UH, WE DID SHARE THIS MANY TIMES WITH THE HOTEL INDUSTRY, BUT, UM, THESE WERE THE ONES THAT WERE ABLE TO MAKE IT. 
          UH, WE DID ACTUALLY CHARGE A PARTICIPATION, PARTICIPATION FEE FOR THOSE OUT OF CITY HOTELS AS WELL. 
          JUST WANNA KIND OF NOTE THAT. 
          BUT THEY WERE MORE THAN HAPPY TO JOIN US AT THIS EVENT. 
          IT WAS GREAT TO HAVE THEM THERE. 
          UM, IT JUST PROVIDED A WONDERFUL OPPORTUNITY TO UPDATE THESE MEETING PLANNERS ON WHAT'S NEW IN SEDONA AND KEEP US FRONT OF MIND AND THEIR CLIENTS. 
          SEVERAL FOLKS HAD BEEN, HAD MEETINGS PLANNED ALREADY HERE THIS YEAR, UM, BUT CERTAINLY LEARNED A LOT. 
          UM, THEY HADN'T BEEN IN SEDONA SINCE LIKE 2019, SO IT WAS GREAT TO GET US BACK OUT THERE. 
          YOU KNOW, WE HAVE MEETING SPACE, WE HAVE THESE NEW HOTEL GRIDS. 
          HERE'S EVERYTHING YOU NEED TO KNOW ABOUT ROOM CAPACITY AND MEETING SPACE CAPACITY TO PLAN YOUR NEXT TRIP. 
          AND WE'RE, AND WE ARE YOUR POINT OF CONTACT. 
          SO, UM, YOU KNOW, LIGHT, LIGHT TOUCH INVESTMENT, BUT JUST NICE TO, AGAIN, ANOTHER WAY THAT WE'RE REALLY SHOWING PEOPLE THAT WE ARE YOUR POINT OF CONTACT. 
          WE ARE READY TO DO, READY TO DO BUSINESS, AND HERE'S THE BEST WAY TO WORK WITH US BY CHANCE. 
          DID YOU MEET A GUY NAMED DEAN THOMPSON TO TOMPKINS FROM BRISCOE? UH, NOT ON THE TOP OF MY HEAD. 
          OKAY. 
          BUT IT'S A WHIRLWIND. 
          ALWAYS THERE ALL WHIRL IF YOU YEAH, IT'S A LOT OF SHAKEN HANDS, BUT THEY, THEY HAVE A HUGE AMOUNT OF ASSOCIATES, WHICH IS KIND OF AMAZING. 
          YEAH. 
          AND THEN, UH, THE BIG ONE FOR US IS IPW IS, UH, I GO TO CHICAGO ON THE 14TH. 
          SO, UM, WE'RE GONNA BE, UH, PARTNERING DIRECTLY WITH ARIZONA OFFICE OF TOURISM ON THIS ONE. 
          THIS WAS CO-FUNDED THROUGH THE RURAL RURAL CO-OP. 
          UM, BUT IN CASE YOU DON'T KNOW, UM, IPW IS REALLY CONSIDERED THE LARGEST US TRAVEL TRADE SHOW, UH, MOVES AROUND THROUGHOUT THE YEAR. 
          UM, AND YOU KNOW, WHEN I LOOK AT, YOU KNOW, WHAT ARE THE OBJECTIVES THAT WE HAVE FOR THIS, OBVIOUSLY IT'S, YOU KNOW, CONTINUE TO REPRESENT SEDONA KEY INDUSTRY EVENTS TO ESTABLISH THOSE INDUSTRY RELATIONSHIPS, INCREASE AWARENESS AND DRIVE NEW BUSINESS. 
          SUPER PROUD OF ALL THE RESOURCES THE TEAM HAS BROUGHT TOGETHER SO THAT, YOU KNOW, I CAN LOOK SMART AT THESE EVENTS, BUT IT TRULY IS, IT TRULY IS A TEAM A TEAM EFFORT HERE. 
          AND YOU KNOW, THAT'S JUST SUCH A PROFESSIONAL WAY TO SORT OF SAY THAT, YOU KNOW, WE ARE THE NEW, WE ARE THE NEW DMO. 
          UM, IT'S HONESTLY BECOMING LESS OF AN OPPORTUNITY TO MEET NEW PEOPLE. 
          'CAUSE IT'S REALLY REENGAGING WITH THE PEOPLE THAT WE HAVE BEEN TALKING TO AND CONTINUING TO FOSTER THOSE RELATIONSHIPS. 
          AND, UM, THAT'S JUST WHAT HELPS DRIVE THAT INCREASED AWARENESS AND ENHANCED BUSINESS. 
          SO, UM, YOU KNOW, I WAS THINKING AS I MENTIONED, I THINK AT A DIFFERENT MEETING THAT, YOU KNOW, IT WOULD, THAT YEAR ONE WAS GONNA BE A LOT OF JUST GROUNDWORK IN THIS SPACE, BUT I'M SEEING A LOT MORE RESULTS THAN HONESTLY I ANTICIPATED. 
          SO THAT JUST SHOWS YOU. 
          BUT I'VE BEEN ENGAGING WITH PEOPLE THREE TIMES. 
          I MEAN, IN BETWEEN, YOU KNOW, A FAM A CONFERENCE OR A MISSION. 
          UM, THOSE ARE THREE TIMES THAT I'VE BEEN ABLE TO SEE A LOT OF THE SIMILAR PEOPLE AND THAT JUST GETS THEM TO CONTINUE TO REMEMBER US. 
          UM, AND THEN, YOU KNOW, I KNOW THAT I MENTIONED THAT BEING AT THE, AT THE MISSION IN, IN, IN EUROPE, UM, IN MARCH WAS A GREAT TIME TO LEARN ABOUT POTENTIAL HEADWINDS CHANGES IN TRAVEL PATTERNS. 
          A LOT'S CHANGED SINCE THEN. 
          UM, ALTHOUGH IT DOES FEEL LIKE, I THINK I WAS TALKING TO RICHARD, IT FEELS LIKE THINGS ARE BECOMING MORE CERTAIN. 
          WE DEFINITELY WERE IN A VERY UNCERTAIN SPACE FOR A WHILE. 
          I DON'T THINK WE'RE OUT OF IT, BUT, UM, WHAT A GREAT OPPORTUNITY TO TALK TO PRETTY MUCH EVERY STATE AND MOST EVERY COUNTRY THAT, YOU KNOW, IN INTERACTS WITH ARIZONA TO LEARN WHAT THEY SEE THE FUTURE COULD LOOK LIKE. 
          SO I'M REALLY EXCITED TO BE ABLE TO COME BACK AND GIVE YOU AN UPDATE AT OUR AUGUST MEETING OF WHAT, WHAT, WHAT THE EXPERIENCE AT IPW WAS. 
          GREAT. 
          COOL. 
          ANY QUESTIONS ABOUT OUR B2B INDUSTRY DEVELOPMENT? I KNOW WE'VE KIND OF ALLUDED TO, YOU KNOW, FAMILIARIZATION TOURS, BUT I FIGURED I'D GO UP A LITTLE HIGHER AND KIND OF EXPLAIN THE PURPOSE AND THE OUTPUT A LITTLE BIT MORE. 
          SO COOL. 
          ALRIGHT. 
          [5.d. State of Sedona tourism research update]
MOVING INTO RESEARCH. 
          THIS WILL BE A SHORT MEETING, SO  . 
          UM, GREAT. 
          SO HAPPY TO KIND OF, UH, CLOSE OUT THE MEETING TODAY WITH A QUICK OVERVIEW OF OUR APRIL, 2025 MONTHLY RESEARCH REPORT. 
          UM, MOSTLY TO KINDA SHARE SOME, SOME UPDATES WITH YOU ON DATA FEEDS, WHICH IS ALWAYS KIND OF SOMETHING I HAVE TO SAY. 
          BUT I THINK I'M ALMOST DONE WITH CHANGING ALL THESE DATA FEEDS HOPEFULLY. 
          BUT, UM, I AM DOING IT TO MAKE THINGS BETTER. 
          OBVIOUSLY IT'S NOT JUST 'CAUSE I HAVE A LOT OF TIME ON MY HANDS, BUT, UM, BUT WHAT YOU'RE LOOKING AT HERE IS, UH, THE TOP ROW IS THE SEDONA PLUS SMITH TRAVEL RESEARCH HOTEL MOTEL REPORT. 
          UM, WHAT'S NEW NOW IS THAT THE SECOND ROW IS SCRAPED AIRBNB DATA WITHIN CITY LIMITS AND RESIDENTIAL ZONES. 
          SO THESE ARE RESIDENTIALLY ZONED AIRBNB LISTINGS WITHIN CITY LIMITS. 
          AND THE ONE BELOW THAT IS RESIDENTIALLY ZONED VRBO LISTINGS WITHIN THE CITY OF SEDONA. 
          SO, UM, YOU, WE TOOK THE DIRECT DATA OUT JUST 'CAUSE NOW WITH THE WORK WE DID TO ISOLATE THE SHORT-TERM RENTALS AND RESIDENTIAL ZONES, I WANTED TO REALLY SHOW FOLKS THAT THERE IS A DIFFERENCE BETWEEN AIRBNB AND VRBO. 
          UH, WE HAVE MUCH MORE SAMPLE SIZE 
          [00:55:01]
OR LISTINGS WITHIN AIRBNB, BUT NOW THAT WE HAVE THREE SPACES, I FIGURED LET'S ELEVATE THE VRBO. 
          UM, WHAT'S INTERESTING IS THAT, AS I THINK I SHARED BEFORE, PREVIOUSLY WHEN WE SHOWED SCRAPED AIRBNB LISTINGS WITHIN THE CITY, IT DIDN'T, IT WAS EVERYTHING WHICH INCLUDED, YOU KNOW, HOTELS THAT LISTED, WHICH IS TOTALLY WITHIN THEIR RIGHT AND IT INCLUDED, UM, TIMESHARES, WHICH IS TOTALLY WITHIN THEIR RIGHT. 
          BUT IT JUST KIND OF, IT'S NOT A TRULY ACCURATE REPORT OF WHAT'S HAPPENING AT THE RESIDENTIAL LEVEL. 
          UM, AS EXPECTED, AS SOON AS WE BACKED OUT THE, THE COMMERCIAL ZONES THAT REALLY THE NON-RESIDENTIAL ZONES, WE SAW A DR GO UP IMMEDIATELY. 
          SO, YOU KNOW, AS EXPECTED, YOU KNOW, AIRBNB'S AND BBOS, THEY TYPICALLY, ALTHOUGH WE ACTUALLY SAW THE HOTELS TAKE OVER IN APRIL WITH THEIR A DR, BUT IF YOU LOOK AT YEAR TO DATE, YOU KNOW, HOTELS HAVE HAD, YOU KNOW, THREE 90 A DR WHERE AIRBNB'S BEEN FOUR 15 AND V RBO HAS BEEN 4 66. 
          SO, UM, THAT'S JUST KIND OF ONE THING THAT SHOWS ME THAT WE'RE ON THE RIGHT TRACK, THAT AS WE BACKED OUT THE NON-RESIDENTIAL LISTINGS, WE SAW KIND OF THE RATE GO UP. 
          UM, JUST TO CLARIFY AGAIN, THAT DOES, THAT INCLUDES ALL LISTINGS REGARDLESS OF SIZE THOUGH? YEAH. 
          SO THAT'S INCLUDING A ONE BEDROOM VERSUS A SIX BEDROOM. 
          YEP. 
          WHICH IS AGAIN, WHY YOU SEE VRBO BE THE RATE LEADER. 
          'CAUSE YOU'RE GONNA SEE THE MOST HOUSES WITH MULTIPLE BEDROOMS THERE. 
          AND THAT'S AGAIN WHY I WANTED TO PUT THIS OUT THERE TO SAY LOOK LIKE THESE ARE, THESE ARE, THESE KIND OF PERFORM DIFFERENTLY. 
          I MEAN, I WOULD SAY THAT, YOU KNOW, OCCUPANCY IS PRETTY SIMILAR BETWEEN AIRBNB AND VRBO MM-HMM . 
          BUT JUST INTERESTING TO CALL OUT THE RATE. 
          'CAUSE BEFORE WE HAVEN'T REALLY BEEN SHOWING ANYBODY THAT MM-HMM . 
          UM, AGAIN, I GUESS, UM, I'VE JUST BEEN EXPLAINING WHAT THIS, I HAVEN'T DONE ANY ANALYSIS. 
          SO YEAH, WHAT YOU SEE HERE FOR THE MONTH OF APRIL IS THAT, UH, THE HOTELS ARE SLIGHTLY DOWN JUST LIKE WE SAW THEM IN, IN IN MARCH. 
          UM, AGAIN, UH, EASTER LANDED IN APRIL THIS YEAR. 
          SO, UM, BUT YOU CAN SEE THAT A DR WAS VERY HIGH, UM, AND THAT, YOU KNOW, ESSENTIALLY REVENUES WERE STRONG. 
          UM, I KNOW THAT DOESN'T MEAN PROFITABILITY, I WANNA BE CLEAR. 
          I KNOW THE COSTS HAVE GONE UP, BUT AT LEAST LOOKING AT IT FROM, FROM THE INFORMATION THAT WE GET FROM SMITH TRAVEL, UM, WHAT'S INTERESTING IS THAT WHERE, AND YOU KINDA SEE SOME LATER SLIDES, BUT, UM, MARCH WAS DOWN IN THE SHORT TERM RENTALS. 
          IT'S ACTUALLY UP IN, IN IN APRIL I THINK BECAUSE THE HOUSES FAMILIES COMING FOR EASTER, WE KIND OF SAW THE, THE, THE OCCUPANCY CHANGE. 
          SO IT'S NICE TO SEE OCCUPANCY UP AT THOSE IN TERMS OF AT LEAST FOOT TRAFFIC IN TOWN. 
          UM, AND THEN AGAIN, THEIR ADRS WERE HIGHER AND THEIR REVENUE WAS RATHER STRONG. 
          UM, WE DID SEE A LOT MORE, UM, LISTINGS IN VRBO IN, UM, IN, IN IN APRIL AS WELL. 
          THAT'S KIND OF WHY YOU SEE THE REVENUE SO MUCH HIGHER AT 43% HIGHER. 
          YEAH. 
          UM, JUST FOR YOUR OWN KNOWLEDGE. 
          SO THEN WE KINDA SHOW YOU THE BREAKDOWN BETWEEN SEDONA PLUS AND VILLAGE BOAT CREEK PLUS, UH, TWO VERY DIFFERENT MARKETS, BUT WE GET BOTH. 
          SO HERE'S A CHANCE TO KINDA LOOK AT HOW THEY COMPARE, AGAIN, TWO VERY DIFFERENT MARKETS IN TERMS OF A DR . 
          UH, YOU CAN KIND OF SEE THAT YEAR TO DATE, TWO 30 VERSUS 3 89. 
          SO AGAIN, REALLY, REALLY DI REALLY, REALLY DIFFERENT MARKETS PERFORMING. 
          BUT, UM, YOU KNOW, I THINK THE THING TO CALL OUT VILLAGE OF OAK CREEK SEEMS TO BE DOING, YOU KNOW, GREAT. 
          UM, WHERE I THINK NORMALLY WHEN I'VE SHOWED THEIR STUFF LEADING UP TO THE END OF THE CALENDAR YEAR, THEY TYPICALLY WERE IN THE RED. 
          IT'S NICE TO SEE AT LEAST OUR NEIGHBORS NEIGHBORS UP IN THE BLACK. 
          AND THEN AGAIN, WE SORT OF SEE MARCH MADE SENSE IN TERMS OF OCCUPANCY WITH THE CHANGE IN EASTER. 
          AND THEN YOU COULD SAY THAT IN APRIL WITH THE INCREASES IN THE SHORT TERM RENTALS, MAYBE, YOU KNOW, SOME OF THE GAINS WERE KIND OF PUT INTO THE SHORT TERM RENTAL MARKET. 
          NOT, NOT THE, NOT THE HOTEL MARKET. 
          THE WAY I READ THIS WAS, UH, PRICE SENSITIVITY MM-HMM . 
          IS THAT PEOPLE ARE HEADING THERE 'CAUSE THE LOWER LOWER RATES. 
          YEAH. 
          I THINK THAT COULD ALSO ALSO BE IT FOR SURE IF THEIR OCCUPANCY WAS HIGHER TOO. 
          YEAH. 
          MM-HMM . 
          YEAH. 
          IF YOU JUST, IF YOU JUST HEAR SEDONA AND YOU TYPE IT IN, YOU'RE GONNA END UP, YOU'RE GONNA END UP ALSO LOOKING AT THE VILLAGE MM-HMM . 
          UM, FOUR MONTH OUTLOOK. 
          UM, YOU KNOW, I THINK I'VE SHARED SOME OF THE CONCERNS WE HAVE WITH THIS, SOME OF THE CHANGES THAT HAPPEN IN THIS DATA SET. 
          I THINK THE THING I WANNA CALL OUT IS THAT, UM, WE ARE SEEING, YOU KNOW, BOOKING WINDOWS DECREASE A LITTLE BIT WITH THE, WITH THE UNCERTAINTY AND, UM, YOU KNOW, YOU COULD, I DID A CHECK ON THIS WHERE I SAID, OKAY, YOU KNOW, WE'RE SEEING 20% DOWN, 30% DOWN IN, IN THE FUTURE, BUT THEN WE SEE THE SMITH TRAVEL RESEARCH COME BACK LIKE FOUR OR 5% DOWN. 
          I SAID, WAS THAT HAPPENING? SO THE LAST FEW MONTHS WE'VE SEEN THESE PRETTY LOW, LOW TRANSIENT, UM, BOOKINGS, BUT THEY'RE JUST NOT MATERIALIZING BY THE TIME WE GET TO THE ACTUAL DAY OF SALE. 
          SO WE'RE KEEPING AN EYE ON IT. 
          UM, IF WE SEE THAT THIS BECOMES THE TREND THAT COMES INTO THE FUTURE, THAT'S SOMETHING THAT WE REALLY WANT TO BE PAYING ATTENTION TO. 
          BUT THE, THE RED HERE THAT WE SEE SORT OF GOES AWAY BY THE TIME WE GET TO AFTER THE, AFTER THE TIME SEQUENCE. 
          SO DO WE HAVE A CONTINGENCY BUDGET THAT WE COULD FLASH ON IF NEED BE ? UM, I DON'T HAVE A CONTINGENCY BUDGET, BUT IF 
          [01:00:01]
I CAN MAKE A STRONG ENOUGH CASE TO CITY COUNCIL, I KNOW THAT THEY'LL ENTERTAIN THE IDEA OF HEARING WHY IT MIGHT BE NEEDED. 
          UM, I DID DO MY DUE DILIGENCE WITH THE MONTH OF MAY. 
          I REACHED OUT TO THE CHAMBER. 
          DAVID, THANKS FOR BEING HERE TODAY. 
          UM, I REACHED OUT TO THE LODGING COUNCIL. 
          I TRIED TO SEE IF THERE WAS ANY TYPE OF CASE. 
          UM, I'M, WE CHECKED OUR TRAVEL COUNTS FOR, UM, TRAFFIC JUST TO SEE HOW MANY CARS WERE COMING THROUGH. 
          AND I COULDN'T, UM, COME UP WITH A COMPELLING ENOUGH REASON TO TAKE A CAMPAIGN AT LEAST. 
          UM, AT THE END OF JUNE, JUNE 24TH IS WHEN CITY COUNCIL'S MEETING. 
          UM, AND THAT STAFF REPORT IS, WOULD BE DUE THIS THURSDAY. 
          SO THIS WEEK. 
          AND, UM, I NEEDED TO WAIT FOR MAY TO BE OVER. 
          UM, SO THIS WEEK I DID SOME, SOME CALLING AROUND, SOME EMAILING AROUND, AND IT DID NOT SEEM LIKE THE NUMBERS WERE DIRE ENOUGH TO ASK FOR AN EMERGENCY INJECTION TYPE OF THING. 
          UM, ESPECIALLY IN LIGHT OF THE FACT THAT THE, UM, CHAMBER'S BID CAMPAIGN IS DOING QUITE A BIT MORE ADVERTISING IN PHOENIX, UM, FROM A DOLLAR PERSPECTIVE. 
          AND THEN OUR CAMPAIGN IS OBVIOUSLY QUITE A BIT MORE ALREADY AS WELL. 
          SO YEAH, I WONDER IF, UH, WE SHOULD ALL MAKE A NOTE NEXT YEAR'S BUDGET, MAYBE WE SHOULD ALLOCATE, YOU KNOW, OR ASK FOR 50 GRAND, WHATEVER THE NUMBER IS, AND HAVE IT BE CONTINGENT ON APPROVAL BY THIS GROUP. 
          AND THE CITY COUNCIL WOULD PUT IT IN THE BUDGET SO THAT, UM, BECAUSE IF, IF WE DO HIT ECONOMIC DOWNTURN MM-HMM . 
          UH, THAT MEANS THE CITY'S PROBABLY NOT GONNA BE REACHING ITS REVENUE GOALS. 
          RIGHT. 
          SO IT'S GONNA BE HARD TO GET THE MONEY THEN. 
          BUT IF WE CAN GET A, ALMOST LIKE A PRE RESERVED CONTINGENCY FUND, UM, I THINK THAT WOULD SERVE US WELL IF WE DO HIT A DOWNTURN. 
          YEAH. 
          THEY TALKED ABOUT IT THIS, UM, IN THEIR BUDGET WORK SESSION, THE CITY COUNCIL DID ABOUT A CONTINGENCY FUND SPECIFICALLY FOR TOURISM AND OTHER DEPARTMENTS LIKE HOUSING AND THINGS LIKE THAT. 
          IF A PIECE OF PROPERTY COMES UP OR A NEW OPPORTUNITY OR SOMETHING MM-HMM . 
          UM, AND THEY DECIDED TO, UM, SET ASIDE SOME MONEY, I BELIEVE IT WAS $2 MILLION, UM, WHETHER THAT'S TO PURCHASE LAND A DOWNTURN IN WHICH WE NEED TO ADD MORE. 
          UM, OKAY. 
          SO THEY THEY DO HAVE SOME FLEXIBLE WE YES. 
          DOLLARS. 
          OKAY. 
          THAT'S GOOD. 
          THAT WORKS. 
          AND, AND I THINK WHAT'S NICE IS THAT, YOU KNOW, OBVIOUSLY WE, WE WENT DOWN THE PATH OF, YOU KNOW, COULD WE CREATE A CONTINGENCY PLAN, RIGHT? I THINK, YOU KNOW, WITHOUT ONE, IT GOES THROUGH THAT LONG PROCESS THAT WE ALL, THAT WE ALL KNOW, AND IT'S THE PROCESS THAT WE HAVE. 
          BUT I THINK THAT WE'RE, WE'RE JUST IN A MUCH BETTER POSITION TO CREATE ONE NOW I THINK WE'VE KIND OF THOUGHT THROUGH THE MECHANICS ON IT. 
          UM, WE'RE JUST NOT IN A POSITION TO REQUEST IT BECAUSE WE DON'T, WE DON'T SEE IT RIGHT NOW. 
          SO, SO WHAT, SO WHEN'S THE NEXT TIME, LET'S SAY JUNE SOFT, CAN WE GO IN JULY AND ASK FOR MONEY THEN? MM-HMM . 
          OKAY. 
          NOW THE TRAFFIC FLOW DATA, UM, HOW DOES THAT LOOK? I MEAN, IS IS IT JUST COUNTS OR IS IT WAIT TIMES FREQUENCY OF WAIT TIMES? BOTH. 
          IT'S VOLUME AND THEN TIME IT TAKES TO GET FROM WHERE THEY START COUNTING UNTIL IT GETS TO THE Y. 
          AND HOW DID THAT LOOK SEGMENT? UM, HOW, HOW, UM, HOW RECENT IS THAT DATA? DO, DO YOU WE GOT IT FOR THE MONTH OF MAY. 
          UM, AND IT LOOKS UP FOR THE MOST PART, UM, EITHER FLAT OR UP. 
          YEAH. 
          OKAY. 
          SO THAT WAS, THAT WAS ONE OF THE BIG ONES FOR US TOO. 
          IT'S, YOU KNOW, HOW MANY CARS ARE DRIVING ON THE ROADS. 
          AND I THINK THERE WAS LIKE, YOU KNOW, THERE'S MULTIPLE SATURDAYS ON MULTIPLE SEGMENTS. 
          I THINK LIKE A MAJORITY OF THEM WERE UP IF NOT FLAT. 
          A COUPLE WERE DOWN, BUT FOR THE MOST PART WHAT WE SAW WAS THAT THERE WERE MORE CARS ON THE ROAD. 
          OKAY. 
          AND WE HAD AN EXTRA SATURDAY IN MAY. 
          OH, THIS YEAR COMPARED TO LAST YEAR. 
          YEAH. 
          BECAUSE IF, IF PART OF OUR RESPONSIBILITIES MANAGING MM-HMM . 
          UH, TOURISM MM-HMM . 
          UM, AND I THINK BEFORE THIS GROUP WAS EVEN FORMED, THE CITY WAS KIND OF SAYING, OKAY, WELL LET'S TAKE IT OUR, OUR HIGHS SHOULD BE OUR FUTURE MAXES MM-HMM . 
          MM-HMM . 
          MOVING FORWARD. 
          UM, AND WHAT WE SHOULD DO IS, YOU KNOW, FILL THE TROUGH MM-HMM . 
          UM, THE FACT THAT WE'RE NOT DRASTICALLY INCREASING TRAFFIC AND CONGESTION IS A GOOD THING. 
          MM-HMM . 
          UM, BUT IF IT STARTS DROPPING, UH, DURING PEAK, THEN THAT'S AN AREA WHERE I THINK THEY SHOULD ACT ON SOME, SOME SUPPLEMENTAL ACTIVITY BIAS. 
          YEAH. 
          WE EVEN HAD A, A CITY COUNSELOR, UM, SAY THAT THEY WERE, THAT THEY COULD EVEN CONSIDER MARKETING IN THE FALL FOR, FOR FALL VISITATION. 
          UM, 
          [01:05:01]
THAT'S NOT GONNA HAPPEN THIS YEAR. 
          UM, UNLESS, I MEAN, IF IF WE FEEL SEE A FALL OFF, WE'VE, WE'VE GOT THE OPTION TO ACT THAT'S, THAT'S THE MOST IMPORTANT THING AND ACT QUICKLY. 
          YEAH. 
          I'VE SEEN ENOUGH TRUST BE BUILT OVER THE LAST TWO YEARS THAT THEY'RE WILLING TO HAVE CONVERSATIONS THAT I DIDN'T PREDICT THAT THEY WOULD WANNA HAVE SO SOON. 
          SO GOOD. 
          AND, AND I THINK IT SPEAKS TO JUST THE DYNAMIC WAY THAT WE'RE LOOKING AT THINGS, RIGHT? WE HAVE SORT OF, YOU KNOW, PROGRAMMING IN ONE DIRECTION, PROGRAMMING IN ANOTHER DIRECTION. 
          I LOOK AT IT LIKE, DO WE THROTTLE THIS ONE UP? THROTTLE THAT ONE UP AND IT'S NOT REAL TIME. 
          IT'S THIS, YOU PULL THIS ONE, THREE MONTHS LATER, SOMETHING HAPPENS, YOU PULL THIS ONE. 
          BUT, UM, I, I, I THINK IT'S, THERE'S A LOT MORE TO DO. 
          I'M NOT SAYING THAT THESE PROGRAMS ARE LIKE PLATINUM LEVEL ROBUSTNESS, BUT IT'S, THE FOUNDATIONS ARE ABSOLUTELY THERE AND WE'RE SEEING, YOU KNOW, THE ABILITY TO INFLUENCE. 
          SO. 
          OKAY. 
          COOL. 
          AND THEN, UM, NEW SLIDES HERE. 
          YOU'VE GOT JUST A, A SPECIFIC SLIDE FOR THE RESIDENTIAL ZONE AIRBNB, IF YOU WANT TO KIND OF LOOK AT, LOOK AT THOSE NUMBERS AND THEN THE VRBO AND THEN YOU'VE GOT A, THIS ONE'S TOUGH 'CAUSE IT'S NOT, THIS IS JUST, THERE'S NO COMPARISON THAT WE CAN HAVE ON THIS. 
          I THINK I'VE SHARED, BUT IT JUST KIND OF SHOWS YOU WHERE ADR R'S LOOKING, WHICH, YOU KNOW, A D R'S LOOKING HIGH FOR THINGS THAT ARE ON THE BOOKS FOR THE SHORT TERM RENTALS. 
          UM, OCCUPANCY LOOKS LOW BECAUSE THAT SHOWS YOU THE BOOKING WINDOW. 
          SO, AND THAT'S IT FOR US TODAY. 
          HAPPY TO PAUSE FOR ANY COMMENTS, REFLECTIONS, OR HAND IT BACK TO YOU, JOHN. 
          ANYBODY GOT ANY QUESTIONS? OH, UM, KIOSK, WHAT'S THE STATUS ON THE, UH, KIOSK CONTRACT IS SIGNED? UH, KICKOFF MEETING WAS YESTERDAY. 
          OH. 
          SO THAT'S THE STATUS. 
          UM, I THINK THEY'LL BE SITTING IN ANDREW IF I HAD TO PREDICT THEY'LL BE SITTING IN ANDREW'S OFFICE. 
          OKAY. 
          A LOT OF TRAFFIC THERE, RIGHT? YEAH. 
          YEAH. 
          WHILE WE GET OUR ACT TOGETHER ON WHAT GOES ON PHYSICAL POSSESSION, WE HAVE TO TAKE PHYSICAL POSSESSION BY JUNE 30TH, WHICH IS UNUSUAL. 
          THAT'S NOT THE USUAL WAY THEY DO IT. 
          YOU KNOW, THEY USUALLY WILL WORK WITH YOU ON, ON WHAT'S GOING TO BE ON THE BACK END OF IT SO THAT WHEN THEY DRIVE IT UP AND YOU, WE PLUG IT IN, IT LOOKS AND, AND WORKS LIKE YOU WANT IT TO, BUT INSTEAD THIS TIME WE'RE SAYING, NOPE, WE JUST NEED YOU TO GET IT HERE BY JUNE 30TH AND THEN WE'LL WORRY ABOUT EVERYTHING ELSE. 
          I DID THAT WITH PAPER FOR MANY YEARS. 
          YES. 
          YEAH, YEAH, YEAH. 
          THEY'RE PLANNING TO SHIP IT, UM, UP FROM PHOENIX ON I THINK THE 23RD. 
          SO THAT GIVES US SOME TIME. 
          UH, WE DID ORDER ONE, ONE SIDED OUTDOOR KIOSK AND ONE TWO-SIDED OUTDOOR KIOSK. 
          THAT'S GREAT. 
          THAT'S AWESOME. 
          AND THE, WE HAD TO KEEP IT UNDERNEATH A HUNDRED THOUSAND DOLLARS AS YOU KNOW, AND IF WE DID ANOTHER TWO-SIDED KIOSK, IT PUSHED US TO 1 0 7. 
          UH, YEAH. 
          WELL AND THEN IT WAS THEN IT WAS A THREE YEAR SUPPORT. 
          IT WAS ALWAYS, IT WAS A WHOLE, WE WERE, WE WERE NICKEL AND DIAMOND ALL OVER THE PLACE. 
          DID THE RIGHT THING GUYS. 
          , WE GOT IT RIGHT UNDERNEATH A HUNDRED THOUSAND. 
          YOU DID PERFECT. 
          YEAH, WE DID THE RIGHT THING. 
          I HOPE. 
          UM, IF YOU NEED HELP GETTING THEM, LET US KNOW. 
          YEAH, YEAH. 
          WE'LL HELP MAKE SURE YOU GET 'EM. 
          YOU GUYS NEED TO GET THE U-HAUL UP FOR US. 
          PICK WE WE'LL GO GET IT FOR YOU. 
          WE'LL PICK THEM UP. 
          UM, BUT YEAH, NO, WE DID, WE DID MEET WITH, UM, WENDY AT OCK AND SHE'S, UM, PRETTY MUCH SAID SHE'S VERY OPEN TO SOURCING ONE THERE. 
          SO THAT'S, IT'S ON THE LIST. 
          WE'VE GOT KIND OF TWO OPTIONS IN MIND FOR LOCATIONS, ONE OF WHICH I THINK WILL WORK BEST, BUT WE'LL JUST CONTINUE TO DO THE EXPLORATION AND THEN, UM, LOOKING AT THE VISITOR CENTER, UM, AS, AS, AS THE OTHER ONE FOR NOW. 
          SO KNOWING THAT, UM, I WAS CONCERNED ABOUT THE, WHEN EXACTLY THE PARKING GARAGE WAS GOING TO BE COMPLETED. 
          AND SO RATHER THAN HAVE IT SIT IN ANDREW'S OFFICE FOR, I'M NOT SURE HOW LONG, UM, WE, WE HOPE THAT IT'S DONE BY JANUARY, BUT I DON'T KNOW. 
          SOMETHING HAPPENS, IT GETS PUSHED OUT. 
          WE CAN ORDER ANOTHER ONE AT THAT POINT IN TIME AND, AND GET ONE THERE AS WELL. 
          I HAVE, UM, INCLUDED IT INTO THE DRAWINGS FOR THE PARKING GARAGE AND THEY'RE PLANNING ON BUILDING THE PEDESTAL THAT IT, IT'S ON. 
          SO, GOOD, GOOD DEAL. 
          OKAY. 
          SO WE ARE EXPECTING THEM TO POTENTIALLY BE UP AND OUT AND RUNNING AT SOME UNKNOWN TIME. 
          OKAY. 
          , UM, CAITLYN'S GOING TO BE HELPING US WITH YEAH. 
          WHICH, WHICH HAS, UH, HELPED ANDREW AND I TRY AND WRAP OUR BRAINS AROUND THIS. 
          UM, BUT I, I WOULD HOPE THAT IT WOULD BE IN THE FALL THAT WE COULD GET SOMETHING OUT AND THEN WE CAN START GETTING THE DATA. 
          SO, SO WHEN IT'S IN YOUR OFFICE, ARE YOU GONNA BE PLAYING WITH IT?  IT'LL BE LEARNING. 
          I MEAN, WON'T HAVE ANY EXCUSE YET. 
          LET ME SAY IT THIS WAY. 
          DEMOING IT. 
          YEAH. 
          I, I, I FOUND A WAY TO PIRATE SPACE INVADERS INTO 
          [01:10:01]
IT, SO I'LL JUST, I'LL JUST BE DOING THAT ALL DAY. 
          YOU KNOW, I'M IN FEM, IT'S AI, IT'S GONNA TO BE LEARNING YOUR JOB AT OUR NEXT MEETING THERE'LL BE TWO KIOSKS. 
          THERE'LL BE TWO KIOSKS BE LIKE, HELLO IS WHAT TO DO. 
          HELLO. 
          TAB. 
          AND THEN YOU'LL WALK, YOU'LL WALK UP AND IT'LL BE LIKE, HELLO ANDREW . 
          WAIT, WAIT, THAT'S NOT, NOT ME. 
          NICE TO MEET YOU AGAIN. 
          I CAN'T DO THAT. 
          HAL, WE SO LOVE YOU. 
          GOOD. 
          WELL EXCITING. 
          YEAH, THAT'S GREAT. 
          GREAT QUESTION. 
          NO, ACTUALLY JUST A LOT OF PROGRESS. 
          IT'S INTERESTING YOU, YOUR COMMENT, LAUREN, ABOUT HOW, BOY, I FEEL LIKE I COULD ASK FOR THIS. 
          NOW YOU'RE SEEING THE RESULTS. 
          UM MM-HMM  UH, IT'S JUST A LOT OF GOOD WORK, UM, FROM THE BEGINNING. 
          UH, I'M REALLY, REALLY APPRECIATE WHAT THE CITY IS, HOW THE APPROACH THEY'VE TAKEN TO A VERY DIFFICULT SITUATION. 
          AND STAFF'S DONE A TERRIFIC JOB. 
          CAN, CAN I ASK A QUESTION? UH, I DID SEE THERE WAS A TWO YEAR PLAN, 24, 25, SOMEWHERE IN THIS PACKET. 
          DO YOU HAVE A STATUS OF EACH ONE OF THESE? 'CAUSE IT LOOKS LIKE YOU'RE PUTTING LOTS OF CHECK BOXES HERE AND I DUNNO ABOUT YOU, BUT IT'S A VERY EMOTIONALLY POSITIVE THING TO SEE ALL THE CHECK BOXES. 
          I DUNNO IF YOU'VE GOT THAT OR AVAILABLE OR NOT. 
          UH, YEAH. 
          I MEAN WE DID, I THINK IT WAS THE FEBRUARY MEETING WE PRESENTED, UM, THE TRAFFIC LIGHT UPDATE ON THE SEDONA TOURISM PLAN. 
          24 25. 
          I LOOKED AT IT A COUPLE WEEKS AGO. 
          UM, YOU KNOW, ONE THAT IS NOW GREEN IS CAITLYN'S HERE . 
          SO, SO THAT'S A, THAT WAS A, THAT WAS A NICE CHECK, CHECK BOX TO HAVE. 
          ALTHOUGH MAYBE YELLOW 'CAUSE YOU'RE NOT QUITE FULLY ONBOARDED, YOU KNOW, BUT, BUT IT'S, IT'S NOT RED ANYMORE, ANYMORE. 
          SHE CAME BACK, YEAH, , SHE CAME BACK AFTER THE FIRST DAY. 
          SHE CAME BACK THE FIRST DAY. 
          SO THAT, THAT GOES GREEN. 
          THAT'S GOOD. 
          UM, FOUR DAYS NOW. 
          YEAH. 
          I, I IF, IF I, I THINK IT'S SOMETHING LIKE 60 ACTION STEPS. 
          IF, IF I CAN JUST RE REMEMBERED. 
          I THINK 12 OF THEM WERE RED. 
          UM, THE BIG SECTION THAT IS RED FOR US RIGHT NOW IS THE, UM, ESSENTIALLY THE RESIDENT COMMUNICATION STRATEGY. 
          MM-HMM . 
          UM, THAT'S ONE THAT, UM, WE'VE BEEN CONTINUALLY MAKING PROGRESS ON, BUT WE HAVEN'T QUITE GOTTEN ABOVE WATER ON IT YET. 
          UM, THAT'S GONNA BE A PRIORITY COMING UP SOON. 
          YEAH. 
          YEAH. 
          SO, UM, THE UPDATE THERE IS THAT WE, WE HAVE DONE AN ECONOMIC IMPACT REPORT ON TOURISM THAT TALKS ABOUT TAX, ESSENTIALLY REVENUE TIED TO IT. 
          UM, WE KNOW SEDONA SPECIAL. 
          SO WE HAD TO HAVE THE ECONOMICS FIRM BASICALLY BREAK THEIR METHODOLOGY FOR US. 
          AND THIS WAS FOR CALENDAR YEAR 2022 THAT WE HAVE. 
          UM, WE GOT THOSE NUMBERS BACK, UH, BEFORE WE FULLY PROCEED WITH THEM. 
          WE'RE LOOKING TO RUN ANOTHER VERSION OF IT AGAIN, JUST SO WE'VE GOT 2, 2, 2 PUSHES OF THE REPORTING. 
          I'D HATE TO GO OUT WITH A NUMBER THE FIRST TIME AND THEN ALL OF A SUDDEN IT CHANGES THE, THE NEXT TIME. 
          SO WE'RE, WE'RE GONNA CONTINUE TO DO OUR DUE DILIGENCE ON WHAT THOSE FIGURES ARE. 
          UM, IT WILL LIKELY BE AN ARIZONA OFFICE OF TOURISM RURAL CO-OP OPTION. 
          SO, UH, WE'RE GONNA WAIT FOR THAT APPLICATION TO COME OUT. 
          I THINK IT COMES OUT IN JULY. 
          WE GOTTA, I GOTTA HIT SEND ON IT BY THE END OF AUGUST. 
          UM, WE CHATTED WITH THE ECONOMICS FIRM. 
          THEY SAID THEY WORK ON IT IN ORDER OF WHO GETS IT DONE FIRST. 
          SO I'M GONNA GET THAT CONTRACT OUT AS SOON AS I CAN. 
          AND THEN HOPEFULLY THAT MEANS WE WOULD HAVE A SECOND REPORT JUST TO KIND OF GUT CHECK THE FIRST ONE, UM, BY OCTOBER, NOVEMBER. 
          UM, SO THAT'S, THAT'S A BIG RED AREA IN THE REPORT. 
          UM, I'VE SPENT A LOT OF TIME ON IT, , BUT, UM, I'M NOT SAYING IT'S NOT RED, BUT WE ARE GETTING VERY CLOSE TO TURNING IT TO A YELLOW. 
          SO THAT'S, THAT'S ONE THAT I WOULD SAY IS LIKE, THERE'S LIKE FOUR THAT ARE RED IN THAT CATEGORY. 
          'CAUSE THEY'RE ALL SEQUENTIAL ESSENTIALLY. 
          SO. 
          YEAH. 
          'CAUSE ONE OF THE THINGS I NOTICED, DAVID'S HERE IS THE, THE CHAMBER'S DONE A REALLY GOOD JOB OF, OF COMMUNICATING TO THE GENERAL BUSINESS COMMUNITY ON A REGULAR BASIS OF WHAT'S GOING ON, WHAT'S HAPPENING IN DIFFERENT PROGRAMS. AND SO ONE OF THE THINGS I'D LOVE TO SEE HERE IS THAT AS WE DO THESE MEETINGS, THE INFORMATION HERE, WHICH IS RELEVANT, CURRENT, GETTING BETTER, EVERY TIME WE COME INTO THIS, THIS PODIUM, THIS NEEDS TO BE OUT INTO THE COMMUNITY BECAUSE A LOT OF THINGS THAT ARE GOING ON RIGHT NOW, THIS PEOPLE ARE GONNA BE MAKING DECISIONS ON LEAST I'VE NOTED IT PUBLICLY THAT PEOPLE ARE NOT YET UNDERSTANDING THE DATA AND HOW GOOD IT IS. 
          SO I'M KIND OF LOOKING, WHAT CAN YOU DO? AND AGAIN, THE THE COMMUNICATIONS PIECE, HOW CAN YOU BETTER FORWARD THIS REALLY GREAT INFORMATION YOU'VE DEVELOPED THE SET FOR? HOW DO YOU DO THAT? WELL, THAT'S A GREAT REMINDER WRAP AROUND IT. 
          YEAH. 
          THAT, THAT SAYS THIS IS WHAT IT MEANS. 
          NOT JUST GIVING RAW DATA, WHICH NOBODY CAN UNDERSTAND. 
          YEP. 
          GREAT REMINDER, I MEANT TO SAY THIS. 
          UM, WE DID, WHILE WE WERE SITTING HERE MAGICALLY, OUR TOURISM BUSINESS NEWSLETTER GOT DISTRIBUTED BY ROB . 
          SO THANK YOU ROB, IF YOU'RE LISTENING. 
          BUT, UM, THAT'S, WE PUT OUR MONTHLY TOURISM RESEARCH IN THAT WE'D LOVE HELP . 
          YEAH. 
          AND THEN I THINK YOUR PICTURE'S ON THE TAB. 
          OH, WHO'S MARY ? UM, SO I, I WILL FOLLOW UP WITH A LINK TO HOW TO SIGN UP FOR THAT IN CASE NOBODY, IN CASE FOLKS ON THE TAB HAVE NOT SIGNED 
          [01:15:01]
UP. 
          UM, BUT WE JUST LOVE YOUR HELP WITH GETTING A LARGER MAILING LIST FOR THAT. 
          HOW ABOUT THE CITY OF SEDONA? ISN'T THERE A MAILING LIST FOR INFORMATION? AREN'T YOU FUNNELING OUT THROUGH THAT NATURALLY? ISN'T THAT PART OF YOUR SET OF CONTACTS? UH, YOU'VE GOTTA SIGN UP FOR OUR NEWSLETTER OPT IN INDEPENDENTLY OF IT. 
          YEAH. 
          YEAH. 
          SO YOU JUST WANT TO, SO YOU'RE GONNA PLAN THIS. 
          LET ME ASK THE LEADING QUESTION, SIR. 
          ARE YOU GONNA SEND OUT LIKE A LETTER OUT OR A NOTE OUT? HEY, DO YOU GUYS WANNA RE-UP FOR THIS PIECE AND CHECK BOXER IF YOU WANT TO RECEIVE THIS ONE TOO? UM, OR DOES THE CITY DO THAT? WE DO, WE DO COMMUNICATION PUSHING. 
          YEAH. 
          I SEE. 
          NEED FOR THIS INFORMATION TO GET OUT NOW. 
          YEP. 
          EXCUSE ME. 
          TO BE INSISTENT INTO OUR COMMUNITY. 
          IT'S REALLY GREAT. 
          YEAH. 
          AND IT'S REALLY NECESSARY FROM THE DECISIONS WE AS A COMMUNITY ARE GONNA HAVE TO BE MAKING IN THE NEXT FOUR TO EIGHT WEEKS. 
          SO I'LL JUST SAY NO MORE. 
          BUT, BUT I'M EXCITED ABOUT THIS 'CAUSE IT'S REALLY GREAT INFORMATION AND I'M MORE EXCITED ABOUT IF MORE AND MORE PEOPLE IN OUR COMMUNITY GET TO SEE THIS. 
          YEP. 
          YEAH. 
          SO WE'D LOVE YOUR HELP WITH THAT. 
          EVERYBODY, RICHARD, FOR SURE. 
          AT THE TOP OF THE NEWSLETTER THERE'S A LINK TO SIGN UP. 
          I'VE MADE IT VERY SIMPLE. 
          YOU FORWARD IT TO PEOPLE AND KIND OF HELP. 
          WE GOT THE RAW DATA. 
          WE, THAT'S WE'RE EASY. 
          IT'S JUST EVERYBODY ELSE IN THE COMMUNITY, OTHER 9,499, UM, MEMBERS OF OUR COMMUNITY I'M CONCERNED ABOUT NOW. 
          I WILL PUT IT IN OUR, UM, ROUNDUP. 
          THANK YOU. 
          COOL. 
          AND THEN, UM, ANOTHER PIECE THAT'S IN THE WORKS IS OUR TRANSPARENCY HUB, WHICH IS ANOTHER WAY TO GET THE DATA IN FRONT OF THE PEOPLE, UM, BUT LITTLE LESS ROBUST THAN WHAT YOU ALL SEE. 
          WE'RE TRYING TO REALLY, FOR PEOPLE THAT DON'T, THAT DON'T LIVE AND BREATHE TOURISM, HOW DO WE JUST GIVE THEM ACCESS TO INFORMATION? SO, UM, THAT'LL BE ESSENTIALLY IT'S A PUBLIC DASHBOARD FROM THE SYMPHONY PLATFORM AND WE'RE ON TRACK TO HAVE THAT READY TO GO BY THE END OF THE MONTH. 
          SO IT'S TAKES LONGER THAN YOU WOULD THINK TO TAKE GRAPHS WE ALREADY HAVE AND PUT THEM INTO AN IFRAME THAT GO ON OUR WEBSITE, BUT WE'RE READY TO GO AND THEY ARE. 
          BUT, UM, THAT'S ANOTHER WAY THAT WE ARE TRYING TO, AGAIN, JUST BE MORE IN COMMUNICATION, BE MORE TRANSPARENT, UM, AND AGAIN, WE CAN'T DO IT ON OUR OWN AND ALWAYS APPRECIATE THE TABS ASSISTANCE WITH HELPING US. 
          AND AGAIN, I THINK, YOU KNOW, DAVID AND HIS TEAM HAS BEEN REALLY HELPFUL IN HELPING US BUILD AWARENESS TOO. 
          I THINK WHEN WE STARTED DOING OUR TOURS OF BUSINESS NEWSLETTER, I WORKED WITH SHENANDOAH TO GET CALL OUTS TO THAT AS WELL. 
          SO, UM, YOU KNOW, UM, AND THEN ONE OTHER UPDATE WAS THAT OUR VISITOR GUIDE, UM, WE HAVE A GOAL OF COMPLETING IT BY THE END OF JUNE. 
          UH, SO YOU WILL SEE, UH, HOPEFULLY A VISITOR GUIDE AT, AT OUR DOORSTEP, UM, BY JUNE 30TH. 
          SO SOMETHING WE'VE BEEN WORKING ON FOR A WHILE. 
          THE PHYSICAL YES. 
          WHICH IS GONNA BE, I MEAN, A LOT OF THE WORK THAT'S BEEN GOING INTO THAT ARE THOSE HOTEL GRIDS AND KIND OF DINING GRIDS. 
          UM, WE DID A REALLY BIG CALL OUT, UH, STARTING PROBABLY AROUND JANUARY. 
          IT'S, I CALLED IT THE SEDONA RESTAURANT GUIDE, BUT IT'S BASICALLY THE RESTAURANT SECTION OF THE VISITOR GUIDE. 
          BUT WE CAN ALSO ISOLATE IT INTO A, INTO A RESTAURANT GUIDE. 
          BUT, UM, AGAIN, JAMES HAS BEEN PUTTING A LOT OF REALLY SOLID TIME INTO GETTING, GETTING ALL THOSE READY. 
          SO WE'LL HAVE SOME EDITORIAL FROM KIND OF ROB AND THEN WE'LL HAVE OUR HOTEL GRID, OUR DINING GRID, AND THEN LIKE, PRETTY MUCH EVERY OTHER BUSINESS. 
          SO, AND NO ADS. 
          NO ADS. 
          NO ADS. 
          A LOT OF BUSINESS LISTENS. 
          SO  THAT'S RIGHT. 
          I WANTED TO COMPLIMENT YOU ON IS, UM, YOU KNOW, WE, WE GLOSSED OVER THE ROOMS BOOKED IN THE FUTURE AND THE FACT THAT THERE'S, UH, FOR GROUP COMMITTED UP 36%, UP 110%, UP 20%, AND THAT'S AWESOME. 
          AND THAT SHOWS THAT THE, THE WORK THAT YOU'VE BEEN DOING, UH, WITH AGENTS, TRAVEL AGENCIES AND SO FORTH IS PAYING OFF. 
          YEAH, I I THINK THAT SOME OF IT, UM, WE HAVE LOOKED INTO THAT DATA SET QUITE A BIT. 
          UM, PART OF WHAT I THINK IS HAPPENING WITH THAT BOB, IS THAT POCO DIABLO, UM, ESSENTIALLY CLOSED AND MOVED ITS GROUPS TO OTHER HOTELS IN TOWN AS A RESULT. 
          AND POCO WASN'T IN THAT DATA SET, SO, OH, SO I, I, I DO THINK I APPRECIATE THE KIND WORDS, BUT I, I DO THINK THAT'S A PART OF, THERE'S LIKE FIVE DIFFERENT THINGS THAT HAPPENED TO THAT DATA SET IN THE LAST SIX MONTHS AND I THINK THAT'S A PIECE OF IT. 
          OKAY. 
          OKAY. 
          BUT I APPRECIATE THE KIND OF WORDS. 
          WE'LL TAKE A SMALL BIT OF IT. 
          . 
          YEAH, IT'S TAKE A SMALL BIT. 
          IT BURST MY BUBBLE. 
          . 
          AWESOME. 
          JUST CURIOUS. 
          THE THING ABOUT DATA. 
          YEAH. 
          WE GOOD? MM-HMM . 
          ANYBODY GOT ANYTHING ELSE? I THINK WE'RE MAKING A LOT OF GREAT PROGRESS GUYS. 
          I THINK THE TEAMS, YOU GUYS ARE DOING AWESOME GETTING TO WHERE WE ARE TODAY. 
          AND I THINK, YEAH, WE JUST GOTTA GET THE WORD OUT AND WE'LL FIGURE OUT HOW TO HELP GET YOU GUYS GET THE WORD OUT. 
          BECAUSE A YEAR AND A HALF AGO WHEN WE STARTED THIS, WE WERE NOT HERE. 
          , THERE WAS A LOT MORE PEOPLE SITTING OUT HERE. 
           FIGURE THE OTHER WAY WE GET, AND I THINK WHAT WE'VE, WHAT EVERYBODY HAS DONE IS A GROUP. 
          AND I THINK JUST GETTING THAT OUT IS OUR NEXT BIGGER THING. 
          AND WE DID THE RIGHT THING. 
          WE GOT THE, WE GOT THE BENCHMARKS, 
          [01:20:01]
WE GOT THE STUFF WHERE WE NEED TO BE. 
          AND I THINK GOING FORWARD, WE'RE, WE'RE, WE'RE IN, WE'RE HEADED IN THE RIGHT, WE'VE ALWAYS BEEN HEADED IN THE RIGHT DIRECTION, BUT I, YOU DEFINITELY SEE MOMENTUM, UM, GOING ON HERE. 
          SO I THINK, I THINK CONGRATULATIONS TO EVERYBODY. 
          THANKS. 
          ANYBODY. 
          AND, AND WE STARTED IN A HIGHLY CONTENTIOUS SITUATION. 
          THAT'S WHAT I MEAN. 
          YOU THINK ABOUT WHERE IT WAS AND, AND NOW, I MEAN, WHAT I LIKE IS THAT THERE, THERE IS, THERE IS PROGRESS AROUND MANAGING TOURISM, WHAT THAT MEANS TO COMMUNITY. 
          AND SO NOW YOU HAVE SOMETHING TO SHOW COMMUNITY FOLKS, RIGHT? THIS IS THE WAYS THAT WE'RE THINKING AND THAT'S GREAT. 
          AND NOT THAT MUCH TIME. 
          IT'S RIGHT. 
          IT'S WORKING. 
          IT'S WORKING. 
          IT'S WORKED. 
          THERE'S BEEN A REAL SHIFT AND IT'S WORKED. 
          MM-HMM . 
          SO THANKS. 
          AND MEGAN, ANYTHING ELSE FOR THE GROUP? I THINK WE'LL ADJOURNED THE MEETING. 
          BANG. 
          MY GOD. 
          COOL. 
          NEXT ONE'S 
          [6. FUTURE MEETING DATE]
AUGUST 6TH. 
          AUGUST 6TH. 
          THAT'S RIGHT.
* This transcript was created by voice-to-text technology. The transcript has not been edited for errors or omissions, it is for reference only and is not the official minutes of the meeting.