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CAN START IF YOU WANT.[1. CALL TO ORDER, PLEDGE OF ALLEGIANCE, ROLL CALL]
TO ORDER.I PLEDGE ALLEGIANCE ALL TO THE FLAG FLAG OF THE UNITED STATES OF AMERICA, AND TO THE REPUBLIC FOR WHICH STANDS, ONE NATION UNDER INDIVISIBLE WITH LIBERTY AND JUSTICE FOR ALL.
AND ROLL CALL CHAIR, JOHN FITZGIBBONS.
[2. ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF]
IS ANNOUNCEMENTS OR SUMMARY OF CURRENT EVENTS.IF ANYBODY ON TAB HAS SOMETHING TO SHARE, I DO.
WE HAVE AN OPENING THIS FRIDAY FROM FOUR TO SIX AT THE SEDONA ART CENTER.
UM, THE JURIED FRIENDS SHOW WITH THE THEME, THE FACE OF FRIENDSHIP.
AND THAT'LL BE RUNNING, I THINK, THROUGH THAT SHOW, WILL RUN THROUGH MID-APRIL, I BELIEVE.
AND BY THE WAY, WELCOME TO THANK YOU TO OUR NEW, REMEMBER, IT WASN'T AT THE LAST MEETING.
DO YOU WANNA SHARE A LITTLE BIT ABOUT YOURSELF JUST SO WE CAN GET TO KNOW YOU? I, UM, I'M THE CEO OF SEDONA ARTS CENTER.
I HAVE RUN ARTS ORGANIZATIONS FOR ABOUT 30 YEARS ALL OVER THE COUNTRY.
UM, I CAME HERE FROM MAINE, WHERE I RAN THE STATE ARTS AGENCY FOR EIGHT YEARS.
UM, BEFORE THAT I WAS IN PHOENIX FOR EIGHT YEARS, RUNNING A LARGE REGIONAL ARTS, ARTS COUNCIL, WHERE I WORKED REALLY CLOSELY WITH THE 13 WEST VALLEY CITIES AND TOWNS ON DEVELOPING ALL KINDS OF PROGRAMS, PUBLIC ART PROGRAMS. UM, WE DID A LOT OF CONCERTS AND EXHIBITS AND EVENTS AND, UM, HELPED OVERALL WITH COMMUNITY DEVELOPMENT IN A LOT OF THE CITIES IN THE WEST VALLEY.
UM, WHO YOU PROBABLY KNOW, HAVE GROWN IMMENSELY IN THE LAST 20 YEARS.
UM, I'VE ALSO, UH, WORKED IN SOUTH CAROLINA AND WAS VERY INVOLVED IN STARTING A LARGE ARTS FESTIVAL THAT'S STILL GOING.
UM, SO JUST A LOT OF DIFFERENT KINDS OF THINGS IN MY BACKGROUND, BUT I'M, I'VE BEEN NOW IN SEDONA FOR FIVE YEARS.
UM, JUST ALSO WANTED TO MENTION THAT WE DID, UM, ALL RECEIVE AN EMAIL FROM THE SEDONA LODGING COUNCIL THAT THE BOARD OF DIRECTORS FOR THE LODGING COUNCIL WOULD LIKE TO INVITE MEMBERS OF THE TAB, UH, TWO MONTHLY MEETINGS.
SO JUST MAKE SURE THAT YOU SAW THAT AND KNOW THAT YOU ARE WELCOME TO ATTEND THAT AND ANY MEETING YOU'D LIKE AROUND TOWN.
UH, ANYTHING ELSE, STEPH? YEP.
AND JUST TO CLARIFY, THOSE MEETINGS ARE THE SECOND TUESDAY OF EVERY MONTH AT 8:00 AM AND THEY ARE TYPICALLY AT THE LIBRARY, BUT THEY STARTED MOVING THEM AROUND THIS YEAR.
SO I WOULD JUST LOOK AT THE INVITE AND SEE WHERE THE VENUE IS EACH, EACH TIME.
LIBRARY FOR THE NEXT ONE IT LOOKS LIKE.
SO JUST A COUPLE UPDATES FOR YOU.
THANK YOU AGAIN FOR YOUR INPUT LAST MONTH ON OUR EDUCATIONAL MESSAGING CAMPAIGN THAT WE TALKED ABOUT DOING WITH AZERA.
UM, WE HAVE THE AGREEMENT SIGNED, THE ADS HAVE BEEN SUBMITTED, AND WE'RE GONNA BE IN FLIGHT FROM MARCH 9TH TO MAY 15TH.
YOU'LL SEE MAY 15TH A LOT TODAY.
SO I'LL KIND OF COME BACK TO THAT.
UM, AS A REMINDER, THIS IS DESIGNED NOT TO INSPIRE DEMAND FOR VISITATION THIS SPRING.
WE FEEL VERY CONFIDENT ARE GONNA BE HERE ALREADY THIS SPRING FROM WITHIN PHOENIX AND TUCSON AND SERVE THEM UP EXPECTATION SETTING MESSAGING.
UM, LAST YEAR WE HAD PILOTED THIS WITH A FOCUS ON THE SEDONA, SEDONA SHUTTLE TRAILHEAD ROUTES AND SEDONA SHUTTLE CONNECT.
UM, BASED ON OUR DISCUSSION, WE DECIDED NOT TO FOCUS ON THE TRAILHEAD ROUTES THIS YEAR, BUT TO REALLY FOCUS THE TRANSPORTATION ON SEDONA SHUTTLE CONNECT.
AND THEN WE ALSO TALKED ABOUT BROADENING THE MESSAGE THAT SORT OF, YOU KNOW, PLAN FOR THE SPRING PLAN AHEAD.
UM, AND KNOW MY TAKEAWAY WAS REALLY RESONATING WITH, YOU PROBABLY HAVE YOUR HOTEL, BUT LET'S GET YOUR DINING BOOKED.
LET'S GET YOUR ACTIVITY BOOKED.
LET'S GET YOUR EXPERIENCE BOOKED.
SO, UM, THESE ARE TWO EXAMPLES OF THE ADS.
THE TOP IS THE, SO SHUTTLE CONNECT, THIS IDEA OF CONNECT TO TRAILS, CONNECT TO FRIENDS, AND THEN, YOU KNOW, RIDE THE CONNECT.
UM, AND I'LL SHOW YOU THE UPDATES WE DID TO APPRECIATE SEDONA, WHICH NOW LISTS THE TRAILS WE CAN GET TO ON THE CONNECT THAT AREN'T TIED TO THE TRAILHEAD ROUTES.
UM, AND THAT'S REALLY WHERE THIS AD IS LANDING ON.
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LOOKING AT SORT OF PLAN FOR CONNECTION, PLAN FOR CELEBRATION, PLAN AHEAD FOR SPRING BEING THE NEXT ONE.AND THEN THAT ONE LANDS ON THE APPRECIATE SEDONA PAGE.
SO ANDREW, WHERE DO, WHERE DO THE ADS COME FROM IF THERE'S, IF THEY'RE SEARCHING, IS THAT A, A TIE INTO THEY GET SERVED UP INTO EMPTY SPACES ON DIGITAL ADVERTISING.
AND YOU HAVE TO BE THE PEOPLE THAT WE'RE TARGETING.
RIGHT? AND, AND DOES AZERA WRITE THE ADS OR DO THE, DO YOU GUYS WRITE THE ADS? AND THEN THEY, UH, JAMES ON OUR TEAM MADE THE ADS.
AND WE SENT THEM TO AZE, AND THEN AZERA PLACES THE ADS.
SO ESSENTIALLY DOING A MEDIA BUY AND WE'LL COME BACK TO COST PER MILE, WHICH IS CPM, WHICH IS SORT OF THE, THE GENERAL, IT'S BASED ON A THOUSAND IMPRESSIONS, BUT YOU KNOW, THAT THOSE PRICES FLUCTUATE.
UM, JUST A CAVEAT, YOU KNOW, THIS IS A NEW SECTION OF APPRECIATE SEDONA.
WE ARE REDESIGNING THE LAYOUT OF THIS THIS WEEK TO MAKE IT A LITTLE FANCIER AND KIND OF START TO INTEGRATE SOME OF THE AI DESIGN THAT WE'VE BEEN BUILDING ON.
BUT REALLY LOOKING AT, YOU KNOW, YOU, YOU GET THIS PLAN AHEAD FOR SPRING AD, YOU CLICK ON IT, YOU END UP ON THIS PAGE DIRECTLY SEEING SEDONA SPRING TRAVEL TIPS.
UM, AND REALLY LOOKING AT THAT FIRST ONE BEING THE, THE PRIMARY MESSAGE IS RESERVED DINING TOURS AND EXPERIENCES ALL WELL BEFORE ARRIVAL.
ALSO, THINGS LIKE BUILD FLEXIBILITY INTO YOUR ITINERARY SO YOU CAN SHIFT PLANS.
MAYBE DON'T TRY TO OVERLOAD YOUR DAY.
CHOOSE ONE OR TWO MUST HAVE EXPERIENCE, UH, RESEARCH HIKING TRAILS CLOSE TO WHERE YOU'RE STAYING TO AVOID HAVING TO DRIVE ACROSS TOWN JUST TO HAVE A HIKING EXPERIENCE.
INCLUDE CAR, CAR FREE DAYS WHEN YOU CAN BY TAKING THE SHUTTLE.
UM, WE WORKED WITH OUR TRANSIT AND SORT OF, UM, ROADWAYS TEAM, OUR TCAS TO LEARN WHAT ARE THE MOST BUSY TIMES A DAY IN THE SPRING.
UM, AND THAT'S KIND OF WHAT'S BEEN LAID OUT HERE.
TRY TO AVOID BEING ON THE ROADS DURING THOSE TIMES.
UM, AND THEN GETTING INTO MORE OF LIKE, THINK MIDDAY, THINK EARLY, THINK LATER, KIND OF AVOID THAT PEAK OF THE DAY TRAFFIC THAT WE'RE ALL FAMILIAR WITH IN THE SPRING.
AND THEN REALLY DRIVING HOME THAT THE SHUTTLE OPERATES SEVEN DAYS OF THE WEEK RIGHT NOW FROM FEBRUARY 26TH TO APRIL 26TH.
AND THEN OUR TEAM WORKED TOGETHER BASED ON THE FEEDBACK THAT WE GOT TO IDENTIFY ALL THESE DIFFERENT TRAILS THAT YOU CAN GET TO FROM, FROM THE CONNECT ITSELF.
SO I THINK THAT'S, THAT'S A NEW THING FOR US.
UM, I THINK REALLY HAPPY WITH THE FEEDBACK THAT WE GOT TO GET FROM YOU AND REALLY LOOKING AT EXPLORING PROMOTION OF OUR TRANSIT SYSTEM TO TRAILS BEYOND THE TRAIL TRAILHEAD ROUTES AND SEEING HOW THAT GOES THIS SPRING.
I I, I THINK ONE THING ON THAT ONE, AS YOU DO MORE ADVERTISING WITH IT THAT OPENS UP THE WINDOW FROM THE REGULAR SHELL TRAILHEAD, IS THAT YOU CAN ACTUALLY DO A SUNSET HIKE MM-HMM
WHERE YOU CAN'T DO IT WITH THE TRAILHEAD SHUTTLE.
UM, AND THEN THE, DID YOU GUYS HAVE ANY INPUT BACK ON THAT EIGHT 30 DROP, LIKE STOP TIME FOR THE CONNECT? UM, IF AMBER IS GONNA BE ABLE TO GET THAT BEFORE SHE'S GONE? NO, ANDREW, I JUST WANTED TO MENTION THIS IS A STUPID THING, BUT, UM, SHERMAN IS SPELLED WRONG.
I THINK I MIGHT'VE SP OH, ON THE WEBSITE? YEAH.
WELL IT DOESN'T GO LIVE TILL THE NINTH.
ANY OTHER COMMENTS ON THE MESSAGING? I THINK, AGAIN, THIS IS NOT THE FIRST TIME WE'VE DONE IT, BUT THIS IS A MORE ROBUST ITERATION AND I THINK IT JUST BECOMES PART OF OUR ANNUAL SPRING PLAN AT THIS POINT.
SO WE'LL KEEP, KEEP REFINING IT.
I HAVE ONE MORE COMMENT ON THE ROADS PIECE.
LIKE YOU, IT REFERENCES ON THAT PAGE ABOUT THE TIMING OF THE ROADWAYS.
AND WE WERE JUST HAD THIS CHAT A SECOND AGO IS THAT IT'S VERY PREDICTABLE ON 1 79 IN THE NORTHBOUND DIRECTION FROM AROUND 10 30 TO THREE IT GETS REALLY BAD.
AND THEN ROUND THREE, AS THAT STARTS BREAKING OFF AND BREAKING UP, THEN IT MOVES TO COOKS HILL AND GETS BACKED UP FROM COOKS HILL BACK UP TOWARDS AIRPORT.
SO LIKE, GIVING A LITTLE MORE DETAIL TO THAT LETS THOSE PEOPLE PLAN THAT A LITTLE BIT MORE.
IT'S SOMETHING I THOUGHT ABOUT TO LARS, LIKE, APPRECIATE YOU KIND OF CALLING IT OUT WHERE LIKE, I DON'T THINK A VISITOR KNOWS WHAT 1 79 NORTH MEANS.
YOU KNOW, LIKE, LIKE WE KNOW WHEN WE SAY COOKS HILL, WHAT THAT MEANS.
AND I WAS TRYING TO FIGURE OUT LIKE, HOW DO I PRESENT THIS IN THE MOST LAYMAN'S TERMS RATHER THAN A TERM THAT A RESIDENT WOULD UNDERSTAND.
BUT I'LL, I'LL DEFINITELY KEEP THINKING IT THROUGH.
'CAUSE EACH ROADWAY DOES HAVE A BIT OF A DIFFERENT, BECAUSE YOU CAN NAVIGATE IT AS A LOCAL, RIGHT? YEAH.
I LIVE IN THE CHAPEL, SO, BUT I REMEMBER WHEN I GOT HERE, PEOPLE COOKS HILL.
I WAS LIKE, WHAT DOES THAT MEAN? YEAH.
BECAUSE YOU CAN'T FIND COOKS HILL ON A MAP.
YOU KNOW, SO YOU, YOU COULD ADD LIKE A LITTLE, YOU KNOW, A LITTLE MAP OR YEAH.
JUST ENOUGH TO WHERE THEY CAN KIND OF UNDERSTAND WHEN THEY'RE PLANNING THEIR LOGISTICS IS LIKE, HOW DO I NAVIGATE NOT GETTING STUCK IN THAT? 'CAUSE IT'S A REAL THING.
ESPECIALLY IN MARCH, IT'S LIKE EVERY DAY.
OH, IT'S, IT'S EVERY DAY AND IT'S EVERY SINGLE SPECIFIC TIME EVERY DAY.
I THINK THAT IT'S IMPORTANT THOUGH TO
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NOTE THAT WHILE THERE IS TRAFFIC BACKUP, IT REALLY ISN'T, DOESN'T TAKE THAT LONG TO GET THROUGH IT.AND IF YOU'RE FROM PHOENIX, YOU'RE DEALING WITH A LOT WORSE.
AND WHILE IT MAY REALLY ANNOY US LOCALS WHEN WE'RE STUCK FOR FIVE MINUTES ON COOKS HILL, UM, PHOENIX PEOPLE ARE USED TO GETTING STUCK IN TRAFFIC.
SO JUST, I KNOW I PRESENTED THIS LAST TIME, BUT NOW IF IT'S GRAY, IT'S HAPPENED, IF IT'S THAT DARKER COLOR, IT STILL IS FORTHCOMING
SO, UM, YOU KNOW, THE, THE TRADE SHOW SCHEDULE STILL CONTINUES, BUT I'VE GOT A NICE BREAK HERE UNTIL THE FIRST WEEK OF APRIL, UM, WHICH WILL BE THE GO WEST SUMMIT IN VEGAS, WHICH IS A REALLY, REALLY, UM, PRODUCTIVE TRAVEL TRADE EVENT WITH INTERNATIONAL AND DOMESTIC TRAVEL AGENTS, TRAVEL ADVISORS, SPECIFICALLY FOCUSED ON THE AMERICAN WEST.
SO IT'S NOT AS BROAD AS THE IPW SHOW, BUT THE IPW SHOWS ARE MUCH BIGGER, MUCH BIGGER PRODUCTION.
THAT ONE'S IN FORT LAUDERDALE.
AND THEN HELMS BRISCOE ANNUAL CONFERENCE IS A MEETING PLANNER SHOW THAT'LL BE IN LOS ANGELES.
UM, BUT I'VE BEEN A LITTLE BUSY SINCE I LAST SAW YOU.
I LEFT THE LAST MEETING I DROVE RIGHT DOWN TO PHOENIX TO IPEC.
SO, UM, REAL QUICKLY WITH THAT ONE, UM, REALLY PRODUCTIVE SHOW, YOU GOT TO KIND OF SEE THE, THE TABLE THAT WE HAD THAT JAMES HELPED ME SET UP WITH OUR, WITH OUR NICE BLANKET AND SOME REALLY COOL KIND OF POPUPS.
UM, WE HAD 21 APPOINTMENTS WITH MEETING PLANNERS OVER TWO DAYS.
UH, AND THEN, UH, WE WERE JOINED BY THE HILTON RESORT AT BELL ROCK AND OUTBOUND.
AND IT WAS KIND OF NICE JUST TO HAVE SOME INDIVIDUAL PROPERTIES THERE SO THAT FOLKS COULD DO A DEEPER DIVE WITH THOSE, BUT THEN GET THIS BIGGER PICTURE PERSPECTIVE FROM THE DMO IN THIS CASE.
SO ME, UM, IT WAS NICE THAT THE MEETING WAS AT THE GILA CASINO IN PHOENIX, OR, WELL, TECHNICALLY I THINK IT'S IN CHANDLER, BUT, UM, A LOT OF THE FOLKS THAT WERE THERE DID SITE ASSESSMENTS AND SITE VISITS UP, UP TO, UP TO SEDONA DIRECTLY AFTERWARDS.
SO THAT WAS KIND OF OUR TAKEAWAY WAS, IT'S REALLY NICE WHEN THESE EVENTS ARE CLOSE AND HOW DO WE KIND OF BUILD ON THAT NOW THAT WE'RE BUILDING THEIR RELATIONSHIPS TO MAYBE MORE FORMALIZE IT.
BUT WE DID ORGANIZE A PRETTY ROBUST SITE ASSESSMENT THAT JAMES ORGANIZED FOR A MEETING PLANNER THAT WE MET WITH THAT WENT TO PROBABLY SIX OR SEVEN PROPERTIES.
UM, AND STAYED OVERNIGHT, UH, DIRECTLY AFTER THE SHOW.
AND SEVERAL ONES, SEVERAL FOLKS I MET JUST DECIDED TO DO A DAY TRIP AND SEE SOME PROPERTIES.
AND THEN WE GOT OUR FIRST IPEC RFP THIS WEEK.
UH, SO SOMEONE THAT I MET WITH ALREADY SUBMITTED AN RFP THROUGH OUR SYSTEM.
AND JUST SO YOU KNOW WHAT THAT MEANS, THAT'S A MEETING PLANNER THAT IS LOOKING TO HOST A MEETING FOR A CLIENT IN A DESTINATION, UM, WITH A CERTAIN AMOUNT OF PEOPLE AND A CERTAIN AMOUNT OF ROOM NIGHTS.
AND THEN, UM, WE BASICALLY DISTRIBUTE THAT OUT TO THE HOTEL COMMUNITY AND ENCOURAGE THEM TO SUBMIT BIDS FOR THAT MEETING.
AND THEN WE'RE SORT OF ORCHESTRATING THAT, THAT THAT CONVERSATION AND BEING, BEING THE MIDDLE PERSON IN THAT.
SO, UM, THAT'S A BIG PART OF WHAT JAMES IS DOING FOR OUR TEAM.
IS THIS ANNUALLY IN PHOENIX? NO, UNFORTUNATELY.
BUT IT WAS VERY FORTUNATE THAT IT WAS THIS YEAR.
THAT WAS, THAT'S JUST BY CHANCE.
UM, WE CONVENED THE SALES MANAGERS AT ALL THE HOTELS IN GREATER SEDONA.
THAT'S JUST SOMETHING THAT WE DO EVERY SIX MONTHS AS A CHANCE TO UPDATE ON THE TOURISM PROGRAM, GIVE THEM A CHANCE TO UPDATE US ON THEIR PROPERTIES, GET THEM TOGETHER.
THEY'RE TYPICALLY IN THEIR OWN OFFICES.
AND WE'RE ALL DOING THE SAME STUFF AND ON THE SAME TEAM.
SO TO ME IT'S JUST A REALLY GREAT LOW LEVEL INVESTMENT, RELATIONSHIP BUILDING EXERCISE.
UM, AND I LEARN A LOT EVERY SINGLE TIME.
SO SELFISHLY I GET A LOT OUT OF IT.
UM, BUT WE ALWAYS KIND OF TOUCH BASE ON, YOU KNOW, WHAT, WHAT SHOWS ARE WE GOING TO, UM, AND TRY TO DO THAT LOOKING OUT SIX TO 12 MONTHS SO THAT, YOU KNOW, IT'S NICE THAT WE'RE TOGETHER, BUT LET'S JUST SAY THAT, YOU KNOW, THERE'S TWO SHOWS THAT I'M THINKING OF AND I HEAR THAT ONE OF OUR LOCAL PROPERTIES WILL BE AT ONE, WELL THEN MAYBE I GO TO THE OTHER ONE.
SO WE'RE SORT OF JUST FIGURING OUT OUR COLLECTIVE DESTINATION STRATEGY, I GUESS, ON THIS ONE.
AND I THINK THAT, YOU KNOW, WE'D RATHER SPREAD OURSELVES OUT THAN CONCENTRATE OURSELVES RIGHT NOW.
UM, BUT AGAIN, THIS SORT OF HAPPENED BY CHANCE.
AND OTHER QUESTION IS OUTBOUNDS OPENING DATE? UM, THEY HAVE A SOFT OPEN IN MAY.
AND THEN THEY START ACCEPTING GROUPS IN JU JUNE.
UM, KAITLYN JAMES AND I WILL GO DO A PROPERTY TOUR NEXT WEEK.
AND GET TO MEET THEIR NEW DIRECTOR OF SALES.
SUPER EXCITED TO REPORT BACK ON WHAT IT LOOKS LIKE.
I'VE SEEN SOME OF THE PICTURES NOW AND I'VE BEEN KNOWN ABOUT THE CONCEPT FOR A WHILE.
BUT, UM, EXCITED TO HAVE OUR, OUR BIGGEST MEETING SPACE WITHIN CITY LIMITS BACK ONLINE.
SO, AND THEN I WAS ALSO, UM, IN FRANCE AND BELGIUM WITH OUR STATE PARTNERS AND A COHORT OF ARIZONA PARTNERS,
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WHICH INCLUDED VISIT PHOENIX, DISCOVER FLAGSTAFF, ANTELOPE CANYON TOURS UP IN PAGE.AND THEN THE ROUTE 66 ASSOCIATION.
'CAUSE IT IS THE CENTENNIAL THIS YEAR.
UM, OVER THE COURSE OF THREE DAYS I WAS AT NINE DIFFERENT MEETINGS AND NETWORKING EVENTS WITH 60 DIFFERENT TRAVEL ADVISORS AND TRAVEL MEDIA, UM, IN PARIS, WHICH IS OUR BUSIEST DAY.
AND THEN WE ENDED UP IN LEONE AND BRUSSELS, UH, MEETING WITH FOLKS THERE, WHICH I THOUGHT WAS REALLY VALUABLE TO, YOU KNOW, THEY DON'T TYPICALLY GET TO MEET FOLKS FROM THE US 'CAUSE THEY TYPICALLY STAY IN KIND OF THE BIGGER CITIES.
SO THEY WERE ALL VERY APPRECIATIVE OF IT.
UM, I WOULD SAY THAT, UH, FROM A TRAVEL ADVISOR PERSPECTIVE, UM, IT REALLY SOUNDS LIKE DEMAND IS RATHER DOWN FOR WESTERN EUROPE TO THE US.
UM, THAT'S SORT OF THE NARRATIVE THAT I HAVE TO SHARE WITH YOU.
UM, I WILL SAY THAT I'M NOT TOTALLY SURPRISED BY THAT.
UM, AND JUST WHAT I MEAN BY THAT WAS WE KNEW THAT THERE WAS, YOU KNOW, DEMAND IMPACTS IN 25.
BUT AS I THINK I SHARED WITH YOU LAST YEAR, MOST OF THE BOOKINGS FROM WESTERN EUROPE OCCUR IN DECEMBER, JANUARY, FEBRUARY FOR THAT YEAR.
UM, AND THE IMPACTS TO DEMAND HAPPENED IN LATE FEBRUARY, MARCH AND THEN ONGOING.
UM, SO WE'RE SORT OF, THIS IS THE FIRST TIME THE DEMAND IMPACTS HAVE OCCURRED DURING THE PRIMARY BOOKING WINDOW FOR THOSE, FOR THOSE LONG-TERM TRIPS.
SO IT'S VERY GOOD THAT WE'RE IN THE MARKETPLACE.
IT'S VERY GOOD THAT WE REMAIN IN THERE HAVING A PRESENCE.
THAT'S REALLY BEEN THE, THAT'S BEEN THE RALLYING CRY FROM BRAND USA, OUR STATE PARTNERS.
IT'S JUST MAINTAIN A PRESENCE IN THOSE MARKETS FOR WHEN THAT DEMAND CAN COME BACK.
UM, AND THERE'S SOME OPTIMISM THAT THE BOOKING WINDOW WILL JUST SHRINK AND PEOPLE WILL MAKE SORT OF LAST MINUTE DECISIONS.
THE FRENCH ARE VERY STUBBORN, IS WHAT THEY LIKE TO SAY.
UM, AND NO ONE WILL STOP THEM FROM WHAT THEY DO.
IS KIND OF THE COMMON COMMON THREAD THAT I, THAT, THAT I HEAR.
BUT JUST WANT TO, JUST WANNA SHARE THAT WITH FOLKS.
UM, WE'LL TALK A LITTLE BIT ABOUT PERFORMANCE SO FAR THIS YEAR, AT THE END OF TODAY AT THE RESEARCH SECTION.
AND WE'LL SAY PERFORMANCE IS RATHER GOOD SO FAR THIS YEAR.
UM, SO THERE'S OTHER THINGS FILLING IN THOSE GAPS.
UM, FROM A TRAVEL MEDIA STANDPOINT, THAT'S ALWAYS A GOOD INVESTMENT.
IT'S ALWAYS GREAT TO MEET WITH MEDIA AND TRY TO KEEP THAT COVERAGE.
'CAUSE THAT CONTINUES OUR PRESENCE IN THOSE MARKETS, UM, AFTER WE'RE NOT THERE PHYSICALLY AS WELL.
SO, SO IS YOUR FOCUS, UM, UH, PEOPLE WHO CREATE TOURS WHETHER IN THE UNITED STATES AS OPPOSED TO A SINGLE TRAVELER? YEAH.
THIS IS ALL B2B INDUSTRY DEVELOPMENT.
WE REALLY NEVER GO TO CONSUMER SHOWS.
WE'RE ONLY GOING TO, UM, B2B SHOWS, WHICH WOULD BE TRAVEL ADVISORS, TRAVEL AGENTS, TRAVEL MEDIA, MEETING PLANNERS, UM, THE FOLKS THAT THEN SELL ON OUR BEHALF.
UM, AND THERE'S A BIG, I MEAN, TRAVEL AGENTS ARE NOT REALLY A COMMON THING IN THE US UNLESS YOU'RE MAYBE LOOKING AT KINDA HIGHER END LUXURY TRAVEL AGENTS.
TRAVEL AGENTS ARE UBIQUITOUS ACROSS WESTERN EUROPE, UM, SPECIFICALLY 'CAUSE THEY OFTEN GUARANTEE THE TRIP THAT'S SORT OF PART OF THE, PART OF THE FINANCIAL TRANSACTION IS MUCH MORE GUARANTEED THAN IT WOULD BE HERE.
UM, AND THERE IS SOME GROUP BUSINESS, BUT PRIMARILY IT'S CALLED FIT, FREE INDEPENDENT TRAVELER OR FOREIGN INDEPENDENT TRAVELER.
AND THERE'S ALL SORTS OF DIFFERENT WAYS TO MAKE THAT ACRONYM MAKE SENSE.
UM, AND THAT'S BASICALLY WHERE THERE ARE WHITE LABELED TOURS THAT SAY FLY INTO LA, FLY INTO VEGAS, FLY INTO PHOENIX.
UM, AND THEN THEY HAVE EXAMPLE PACKAGES, WHICH, YOU KNOW, WE INFLUENCE.
AND I THINK I'VE SHARED WITH THE TAB BEFORE THAT WE HAVE, LIKE OUR CREATIVE, OUR IMAGES ARE ON THESE PACKAGES IN GERMANY, IN IN FRANCE.
THAT JUST SHOWS YOU KIND OF THE REACH THAT WE HAVE.
BUT THEN THEY'RE TYPICALLY NOT BUYING THE PACKAGE OFF THE SHELF.
THEY'RE CALLING THE TRAVEL ADVISOR AND SAYING, HEY, I WANNA DO AN 18 DAY TRIP TO WESTERN US AND THEN WHERE SHOULD I GO? AND THEN WE ARE THERE GIVING THEM EDUCATION ABOUT WHY THEY SHOULD INCLUDE SEDONA INTO THAT.
AND I THINK ONE OF THE ANGLES THAT WE ARE TOURING WITH IS THAT OBVIOUSLY PRICES HAVE GONE UP IN THE NATIONAL PARKS AND WHY NOT HAVE A NATIONAL PARK EXPERIENCE, ALBEIT HONESTLY PROBABLY A BETTER THAN A NATIONAL PARK EXPERIENCE WITH OUR, WITH OUR LODGING AND OUR RESTAURANTS AND ALL THE OTHER THINGS WE HAVE IN THIS COMMUNITY WITH A RED ROCK PASS INSTEAD OF A MORE THAN A HUNDRED DOLLARS NATIONAL PARK FEE.
SO THOSE ARE THE TYPES OF ANGLES THAT WE'RE TRYING TO TAKE.
UM, BUT YEAH, WE ARE BASICALLY EDUCATING THE TRAVEL ADVISORS TO SELL ON OUR BEHALF.
UM, BUT YEAH, SO THIS WAS FROM OUR BIG NETWORKING EVENT.
YOU CAN SEE SEDONAS NICE AND PRESENT IN THE CENTER.
A OH AO, A OT DID THAT FOR US.
UM, AND THEN IN THE LEFT, IT'S ME AND LEON WITH A BUNCH OF TRAVEL ADVISORS THERE.
A FEW OF THEM HAD ACTUALLY BEEN HERE ON FAMILIARIZATION TOURS LAST YEAR.
SO IT'S NICE TO RECONNECT WITH THEM.
UM, SO I PROBABLY THINK MAYBE 20% OF THE TRAVEL ADVISORS I HAD MET HAD BEEN TO SEDONA THE LAST COUPLE YEARS AND I'D HAD A CHANCE TO MEET WITH THEM HERE, OR I MET WITH THEM AT CONFERENCES.
AND THEN WE ACTUALLY WENT TO, UM, ONE OF THE TRAVEL AGENT KIND OF OFFICES.
WE WENT TO A FEW OF THOSE THAT'S ON THE RIGHT.
THAT'S A CHANCE FOR US TO BASICALLY JUST MAKE A PITCH AND THEY TYPICALLY RECORD IT SO THAT THEY HAVE IT IN THEIR ARCHIVES SO THAT IF YOU KNOW, THEIR, THEIR ADVISORS WANNA LEARN, IT'S SORT OF A PROFESSIONAL DEVELOPMENT FOR THEM.
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YOU KNOW, I THINK WE ALWAYS THINK THAT EVERYBODY KNOWS WHAT SEDONA IS, RIGHT? I THINK WE ALWAYS HAVE THAT MENTALITY.UM, I WOULD SAY 40% OF THE PEOPLE I TALKED TO KNEW WHAT SEDONA WAS AND ABOUT 60 OF THEM HAD NEVER HEARD OF US.
SO JUST, JUST ALWAYS GOOD TO GET THAT PERSPECTIVE.
UM, AND THEN WE GOT A, UM, WE HAD AN OPPORTUNITY.
IT'S, WELL, SO WE WERE LOOKING INTO A PARTNERSHIP WITH FLAGSTAFF AND PRESCOTT TO DO A MOUNTAIN BIKE PROMOTION, SORT OF NORTHERN ARIZONA REGIONAL.
AND, UM, THAT FELL THROUGH FOR REASONS UNRELATED TO US.
UM, THERE WERE SOME CHANGES IN PRESCOTT AND THEN THE VENDOR WE WERE LOOKING AT KIND OF MOVED ON, BUT WE PIVOTED, UH, AND WE DID SOME RESEARCH INTO HOW COULD WE TAKE THE FUNDS WE'D ALLOCATED FOR THE A OT CO-OP.
AND AGAIN, THAT'S THE GRANT PROGRAM THROUGH A OT THAT WE PAY 50%.
THEY PAY 50% THROUGH OUR CUSTOM PROJECTS, BUT WE FELT OBLIGATED TO KEEP IT WITH MOUNTAIN BIKE PROMOTION.
UM, SO WE WERE ABLE TO, UH, BASICALLY WORK WITH OUTSIDE IN WHO NOW BOUGHT PINK BIKE.
I'LL LET LARS DESCRIBE WHAT PINK BIKE IS HERE IN A SECOND.
UM, BUT WE HAVE A FIELD TEST THAT IS COMING TO TOWN.
UH, THEY ARRIVE ON THE SEVENTH, SO IN THREE DAYS THEY'LL BE HERE FOR A WEEK.
UM, SO THEIR EDITORIAL TEAM WILL BE TESTING THIS YEAR'S MOUNTAIN BIKE MODELS ON SEDONA TRAILS AND WRITING EDITORIAL ABOUT THAT.
UM, I'LL PAUSE LARS, WHAT IS PINK BIKE? SO PINK BIKE IS LIKE THE GO-TO ONLINE MEDIA SOURCE.
THERE'S PINK BIKE AND VITAL MTB PINK BIKE IS THE LARGER OF THE TWO BIG ONES.
AND THEY HAVE BASICALLY AN ONLINE MAGAZINE PLATFORM THAT HAS MEDIA COMING DOWN FROM LOCAL VIDEOS.
AND LIKE THE VIDEO HE HAS UP THERE IS A VIDEO OF ME ACTUALLY ON THE TRAIL THAT WE DID THAT.
ANYWAYS, ANYTIME ANYTHING HITS ON THEIR FEED, PINK BIKE IS THE PLACE THAT PRETTY MUCH EVERY MOUNTAIN BIKER, ANYWHERE THAT WANTS TO FIND ANYTHING OUT ABOUT LIKE WHAT TO BUY, WHERE TO RIDE, WHO'S DOING WHAT, RACING INFORMATION, ALL OF THAT.
AND SO THIS WILL GET A WIDE REACH TO PRETTY MUCH EVERYONE AVAILABLE TO COME AND LOOK AT THAT.
AND THAT'S THEIR VIEWERSHIP IS FROM EVERYONE FROM, I MEAN, YOUR AVID DOCTOR THAT LIKES TO RIDE THIS DOWN OVER HERE.
WE'RE IN THE ER TO KIDS, TO ANYONE.
SO I THINK IT'S A, IT'S THE BEST OUTLET TO PUT IT ON.
AND YOU'RE GONNA BE RIDING WITH THEM, RIGHT? ANDREW
LAUREN AND WE, AND WE'VE DONE THESE BEFORE TOO.
WE DID THE BIKE BIBLE HERE YEARS BACK, WHICH WAS VERY ADVANTAGEOUS.
I THINK THEY DID THE SAME THING, CAME AND TESTED.
THEY RENTED A HOUSE OUT IN THE CHAPEL AREA BY ME AND DID LAP AFTER LAP AFTER LAP OF EVERY TOP END BIKE THAT'S OUT THERE.
SO WE'RE EXCITED TO HAVE THEM BACK.
UH, THE EDITORIAL TEAM LEFT SEDONA.
SO, UM, IT'S PRETTY MUCH A, WE'RE EXCITED TO SEE WHAT HAPPENS AND, UM, WE, THE EDITORIAL CONTENT WILL COME OUT.
WE'LL DO SOME SOCIAL MEDIA COLLABORATION WITH THEM.
THERE IS A, UM, A PAID ADVERTISING PLAY AS PART OF THE BUY THAT WE HAD.
WE ARE DELAYING THAT UNTIL MAY ONE, WHICH AGAIN, MAY 15, MAY ONE, I'LL KEEP USING THESE DATES, BUT REALLY ALIGNING THIS INVESTMENT TO LINE UP WITH OUR SUMMER CAMPAIGN AS MUCH AS POSSIBLE.
SO, UM, BUT YEAH, WE'RE GONNA EXCITED TO SEE WHAT THEY HAVE TO SHOW.
SO, UM, AND THEN, UH, ANOTHER THING WE HAVE GOING, I'LL JUST SLIDE FOR IT.
UM, I THINK I SHARED THAT WE DID OUR 12 NEWS INVESTMENT LAST FALL TO GET INTO THE PHOENIX MARKET, SORT OF BETWEEN CAMPAIGN TIMELINES, UM, IN SEPTEMBER AND SHOW THE FOUR SEGMENTS OF KIND OF RIDING THE SHUTTLE OF THE TRAILS.
WE DID LIKE WHAT'S NEW IN SEDONA, THE VERDE VALLEY WINE TRAIL.
AND WE TALKED ABOUT SIM UM, WE'RE COMMITTED TO DOING LOCAL NEWS IN PHOENIX EVERY SIX MONTHS.
AND I THINK A LOT OF THAT IS JUST SORT OF SAYING LIKE, SEDONAS CHANGED, COME BACK, GIVE US ANOTHER CHANCE.
UM, JUST KIND OF GETTING THAT, THAT MESSAGE OUT THERE.
UM, SO WE'RE GONNA WORK WITH, UM, A A BC 15.
UM, WE'VE GOT, JUST GOT THE AGREEMENT SIGNED AND THOSE SEGMENTS WILL AIR MID-MAY THROUGH MID-JUNE ALSO AS A WAY TO AUGMENT OUR SUMMER CAMPAIGN IN THOSE MARKETS.
SO IT'LL START AIRING ON MAY 15TH, WHICH IS ANOTHER TIME, I'M GONNA SAY THAT.
IS THAT, IS THAT LIKE A NEWS ARTICLE OR IS IT MORE LIKE AN AD? IT'S A LOCAL NEWS SEGMENT.
IS IT IN THE MORNING? I BELIEVE SO.
AND THEN LAUREN YEAH, I THOUGHT YOU WERE GONNA SAY SOMETHING ELSE.
NO, THAT'S TEAM ME UP AT LEAST.
UM, I HAVE AN UPDATE, UM, ABOUT THE BUDGET PROCESS.
WE WENT TO THE BUDGET WORK GROUP TWO WEEKS AGO, UM, TO PITCH OUR DECISION PACKAGE OF $300,000 EXTRA IN ADVERTISING TO ADD TO OUR THREE 50.
UM, IF YOU RECALL, THOSE ARE, UH, THE ONLY ONE THAT WOULD BE, UM, SOMETHING THAT, UH, DIDN'T HAVE A THRESHOLD TO BE ADDED ON IN ORDER TO BE ABLE TO USED, UM, WAS THE EXTRA A HUNDRED THOUSAND TO, UM, MARKET HIGH NET WORTH INDIVIDUALS, UH, YEAR ROUND.
UM, THEN THERE WAS 1 54, WHAT WAS THE 1 54? I ALWAYS HAVE TO ASK THE BOOST IN THE CAMPAIGNS, THE BOOST IN THE CAMPAIGNS.
[00:25:01]
THAT'S IF WE SEE FLAT OR NEGATIVE BUSINESS, UM, UH, WITH OUR BUSINESS SURVEY THAT WE'RE DOING.UM, AND THEN THE 50 K FOR, UM, EVENT SPECIFIC ADVERTISING, UM, IN WHICH WE COULD USE THAT FOR, YOU KNOW, IF IF THERE'S A, YOU KNOW, WNBA, THAT'S THE THING WE KEEP USING EVENT FIESTA BOWL.
UM, THAT COMES THEN WE'RE ABLE TO KIND OF, UM, QUICKLY ACTIVATE THAT MONEY AND, AND GET PEOPLE UP HERE.
UM, UH, I DID ENFORCE WITH THEM THAT, UH, ALL OF THESE WOULD REQUIRE GOING TO CITY COUNCIL FIRST.
UM, AND THEY WERE PRETTY RECEPTIVE TO IT.
UM, THEY DID RECOMMEND THAT IT GET FUNDED TO THE CITY MANAGER.
NOW THE CITY MANAGER WILL TAKE A LOOK AND THEN EVENTUALLY CITY COUNCIL WILL TAKE A LOOK.
BUT, UM, AT LEAST POSITIVE THAT THE BUDGET WORK GROUP DID SUPPORT, UH, THE DECISION PACKAGE.
UM, MY SCREEN WENT OFF, BUT I BELIEVE IT IS TO DO THE, UM, YES.
[3.a. Minutes from Wednesday, February 4, 2026 meeting]
FROM THE LAST MEETING.DOES ANYBODY HAVE ANY AMENDMENTS? AND IF NOT, A MOVE TO MOVE TO APPROVE.
AND WE HAVE NO ONE WHO WANTS TO SPEAK TO US TODAY.
[5.a. Winter 2025/2026 destination marketing campaign update]
BUSINESSSO WE'RE GONNA KICK THINGS OFF WITH JUST A RAPID UPDATE.
I KNOW I SPENT MORE TIME ON THIS, UM, LAST MONTH'S MEETING, BUT JUST WANTED TO MAKE SURE WE DID A LITTLE BIT, UM, OF WINTER CAMPAIGN UPDATE.
UM, SO JUST AS A REMINDER, CAMPAIGN FLIGHT WAS NO LONGER IS IT TURNED OFF ON FEBRUARY 15TH.
UM, SO AS OCTOBER 17TH OF FEBRUARY 15TH, UM, THE TOTAL PAID ADVERTISING BUDGET FOR THE WINTER CAMPAIGN WAS TWO 50.
UM, AND AGAIN, THAT WAS INCREASED BY 93,000 IN CHANGE BY CITY COUNCIL BEFORE WE LAUNCHED THE CAMPAIGN.
SO THAT'S AN EXAMPLE OF HOW WE'VE BOOSTED A CAMPAIGN IN THE PAST DUE TO MARKET CONDITIONS.
ANDREW, CAN YOU MAKE THE, THE FULL SCREEN JUST SO IT'S A LITTLE BIGGER? YEAH, YEAH.
AND WE'RE LIKE, WHAT ADVERTISING STRATEGIES WERE SORT OF OUR BREAD AND BUTTER ON THIS.
WE HAD PAID SEARCH META ADS OUT OF MARKET, META ADS IN MARKET, UM, AND THEN THE ATTRIBUTION, DIGITAL DISPLAY WEB ADS AND CTV ADS FOR OUT OF MARKET.
UM, OUR DRIVE MARKETS ARE ALWAYS THE SAME.
UM, JUST WANNA ALWAYS CLARIFY THAT.
BUT THAT IS PHOENIX, TUCSON, LOS ANGELES, SAN DIEGO, LAS VEGAS.
AND OUR FLIGHT MARKS DO FLUCTUATE SLIGHTLY.
UM, WE HAD CHICAGO, SEATTLE, DENVER, MINNEAPOLIS, NEW YORK AND SAN FRANCISCO.
MINNEAPOLIS AND NEW YORK ARE NOT IN THE SUMMER CAMPAIGN.
THAT'S JUST THE WAY THAT WE KIND OF MOVE THINGS AROUND AND WE BRING IN DALLAS.
SO JUST THAT'S, THAT'S SORT OF THE CHANGES THAT WE DO.
UM, I KNOW JULIE, YOU WEREN'T HERE LAST TIME, SO I FIGURED I'D PUT THE CREATIVE UP FOR YOU.
UM, JUST TO SHOW YOU, WE ARE IN OUR REDEFINED DESERT CAMPAIGN, CREATIVE, THAT'S SORT OF, YOU KNOW, WE'RE UNEXPECTED.
LET THE MYSTIQUE OF SEDONA SURPRISE AND DELIGHT YOU WHILE YOU'RE HERE.
IF YOU DO THAT, YOU MIGHT REDEFINE YOURSELF AT THE SAME TIME.
UM, AND REALLY AGAIN, I THINK A BIG, A BIG THING WE FOCUSED ON IN THE WINTER WAS REALLY PRESENTING OURSELVES AS AN ALTERNATIVE TO AN INTERNATIONAL DESTINATION IN 26, SPECIFICALLY FOR THE WINTER, BUT LOOKING AT THAT SORT OF LONGER TERM PLANNING CYCLE AS WELL.
UM, THIS IS UPDATED ATTRIBUTION THROUGH FEBRUARY 7TH.
UM, SO THAT MEANS THERE'S STILL ANOTHER WEEK AND A DAY THAT'S NOT IN THIS REPORT, SO THIS IS NOT THE FINAL.
UM, I THINK WE'LL BE ABLE TO SHOW YOU ALL THE FINAL, FINAL ON THE MAY 6TH MEETING.
UM, BUT JUST TO UPDATE YOU ON WHERE WE'RE AT.
SO, UM, TOTAL, AND THIS IS OVERNIGHT, THIS IS TRIPS GENERATED AT HOTELS AT THE STOP AT THE TOP, WHICH THEN CORRELATES TO OVERNIGHTS AT HOTELS, UM, WITH AN AVERAGE DAILY RATE THROUGH SMITH TRAVEL FOR SEDONA PLUS DURING THE TIME SEQUENCE.
UM, SO THAT'S, YOU KNOW, A LITTLE BIT OVER 1.6 MILLION IN, IN HOTEL REVENUE.
AND THEN WE ALSO LOOK AT WHERE PEOPLE ARE STAYING IN SHORT-TERM RENTALS.
UM, THAT WAS, YOU KNOW, 374 TRIPS, WHICH GENERATED, UH, LITTLE GIVE OR TAKE 1500 OVERNIGHTS AT THE SHORT-TERM RENTALS.
UM, THEY HAVE A HIGHER AVERAGE DAILY RATE CLEANING FEES ARE NOW INCLUDED IN THEIR DAILY RATE.
UM, THAT JUST MAKES IT A LITTLE BIT HIGHER.
UM, BUT THAT'S A WHOLE TOTAL OF 6 74, 2 40.
ANDREW, WHAT ARE THE DATES ON ON THE WINTER CAMPAIGN AGAIN? WHEN DO YOU OCTOBER 17TH TO FEBRUARY 15TH.
AND THEN THE VISITOR DAYS, NOT EVERYBODY STAYS OVERNIGHT, UM, BUT THE ONES THAT DO STAY OVERNIGHT ARE INCLUDED IN THIS AS WELL.
UM, SO THAT IT'S, YOU KNOW, 82, 8200 VISITOR DAYS.
AND THEN WE'VE GOT OUR 190 DAY AVERAGE DAILY SPEND SANDS LODGING NUMBER THAT WE GOT FROM OUR VISITOR RESEARCH.
UM, BUT TOTAL ECONOMIC VALUE GENERATED IS 3.8
[00:30:02]
AND CHANGE, UM, WHICH IS A ROAS OF 23.7 TO ONE.SO, UM, MUCH BETTER THAN WE SAW OVER OUR SUMMER CAMPAIGN, WHICH YOU'LL SEE HERE IN A LITTLE BIT, WHICH WAS AT 12 TO ONE.
UM, SO IT'S NICE TO SEE THAT, YOU KNOW, WE STILL THINK ATTRIBUTION'S BEEN IMPACTED, BUT WE ALSO THINK THIS CAMPAIGN'S BEEN PERFORMING RATHER WELL.
SO, UM, AND WHAT, WHAT IS THAT IN RELATION TO THE TOTAL VISITATION IN THAT TIMEFRAME? UM, I DON'T HAVE THAT ON TOP OF MY HEAD.
IT'S TYPICALLY AROUND, I THINK IT'S LIKE 5%, SOMEWHERE BETWEEN THREE AND 5% LAWYERS.
AND, AND HOW DOES THIS, UM, RELATE TO THE, UH, THE TAX THAT COMES BACK? UM, WE DID SOME PRELIMINARY LOOKS INTO THAT, I THINK JUST LET US WAIT TO DO THE WHOLE, THE WHOLE THING.
UM, BUT YOU BASICALLY APPLY A 3.5% AND A 7% ON THESE NUMBERS, BUT WE'RE OVER $200,000 IN TAX RIGHT NOW.
BUT WE'LL LET, WE'LL LET DVA FIGURE OUT ALL THE FINAL NUMBERS.
UM, JUST SOME OTHER ADVERTISING THINGS TO NOTE.
YOU KNOW, WE'VE GOTTEN CLOSE TO 20 MILLION IMPRESSIONS THROUGH THIS CAMPAIGN, UM, AND WE GENERATED 173,000 WEBSITE USERS, WHICH IS A GOOD, A GOOD CHUNK FOR US.
I THINK AGAIN, LAST YEAR WE WERE, I THINK JUST SHY OF HALF A MILLION USERS, UM, FOR CALENDAR YEAR 2025.
AND, YOU KNOW, BETWEEN OUR TWO CAMPAIGNS, WE'RE GETTING, YOU KNOW, AT THIS POINT, 350,000, 400,000 FROM, FROM THESE CAMPAIGNS, WHICH IS AGAIN, ABOUT THREE QUARTERS OF OUR ANNUAL WEB WEBSITE VISITATION.
AND AS I'VE SHARED BEFORE, WE TYPICALLY WE'RE TYPICALLY PAYING FOR EACH WEBSITE USER, WHICH IS WHERE WE'RE AT, WHICH IS SOMEWHAT NICE BECAUSE A LOT OF FOLKS THAT HAVE BEEN RELYING ON ORGANIC SEARCH FOR THEIR WEBSITES HAVE SEEN A MASSIVE DECLINE DUE TO AI.
SO, UM, IT'S NICE THAT OUR STRATEGY IS STAYING STRONG AND THAT WE CONTINUE TO GROW OUR WEBSITE USERS WHERE A LOT OF OTHER FOLKS ARE NOT FEELING THAT IN THE DMO WORLD.
SO, SO YOU'RE SAYING, I, I GUESS I, I'M TRYING TO RELATE BETWEEN AN AI, UH, GENERATED INFORMATION AND OUR WEBSITE GENERATION.
SO YOU'RE SAYING PEOPLE ARE USING AI AND WE DON'T GET ANY KIND OF REFLECTION ON THAT OR YEAH, THEY NEVER MAKE IT.
YOU PUT IT IN YOUR PHONE, YOU GET THE ANSWER IN AI AND IT MAKES IT SO THAT YOU NEVER HAVE TO, IT AI'S USING OUR WEBSITE AND THERE'S A METRIC FOR THAT AS WELL.
BUT, UM, BUT THEY NEVER MAKE IT TO OUR WEBSITE BECAUSE THEY DON'T NEED TO BECAUSE THEY GOT ALL THE INFORMATION THEY NEEDED FROM JUST THAT.
SO PRESUMING A IS RIGHT, CORRECT.
UM, YEAH, SO IT'S BEEN PROBLEMATIC FOR A LOT OF DMO, UM, AROUND THE UNITED STATES BECAUSE THEY'RE SEEING THEIR WEBSITE TRAFFIC MASSIVELY TANK BECAUSE PEOPLE ARE NEVER MAKING IT THERE BUT OURS BECAUSE WE'RE, WE'RE PAYING FOR ALL OF THESE RIGHT THROUGH OUR WEBSITE OR THROUGH OUR AD CLICKS AND THINGS LIKE THAT.
UM, IT'S NICE TO AT LEAST SEE THAT, THAT WE ARE GETTING THE WEBSITE TRAFFIC.
UM, IF AT SOME POINT WE DON'T, UM, PAY FOR ADS THAT DIRECT US TO THE WEBSITE, THAT I IMAGINE WE'D SEE THE SAME THING WHERE WE WOULDN'T SEE AS MANY PEOPLE COMING TO OUR WEBSITE.
SO WHAT'S THE, WHAT STEPS HAVE YOU GUYS TAKEN TO TRY TO OPTIMIZE THE WEBSITE TO BE FRIENDLY TO AI TO GET VISIBILITY TO THE YEP.
WHETHER IT'S, SO FIRST COMMENT BACK TO GREG IS I THINK I'M HEARING NATIONALLY MOST EMOS ARE SEEING ABOUT A 20% REDUCTION IN TRAFFIC.
AND THAT'S JUST FROM THE WAY THAT AI HAS DISRUPTED THE TYPICAL VISITOR BEHAVIOR PATTERNS.
UM, LARS, WHAT YOUR QUESTION IS, IS RELATED TO THOSE ACTIVITY PAGE TEMPLATES THAT I MENTIONED LAST, LAST MEETING THAT WE'RE BUILDING OUT, UM, WE'RE GONNA PUT APPRECIATE SEDONA INTO A SIMILAR TEMPLATE, UM, WHICH IS, YOU KNOW, UTILIZING SCHEMA TO SORT OF SPEAK TO AI IN A WAY THAT HUMANS CAN'T SEE ON THE PAGE.
SO THAT IT KIND OF, THE CRAWLERS SEE IT, WHICH IS KIND OF LIKE INVISIBLE TO, TO A HUMAN EYE.
UM, WE ARE ADDING IN LIKE FAQ PAGES TO ALL OF OUR PAGES, WHICH ARE JUST BASICALLY LIKE, WHAT ARE THE COMMON QUESTIONS PEOPLE ARE ASKING AI SO THAT WHEN THAT QUESTION'S ASKED, IT'S PULLING THE RESPONSE DIRECTLY FROM OUR WEBSITE WOULD BE A WAY THAT WE'RE DOING IT.
UM, YOU KNOW, WE'RE LOOKING INTO GETTING QUOTES FROM AUTHORITATIVE FIGURES SPECIFICALLY WE BUILD OUT LIKE WELLNESS PAGES, ARTS, CULTURE AND ENTERTAINMENT.
LIKE CAN WE QUOTE LOCAL ARTISTS ABOUT KINDA THEIR EXPERIENCE THEN ALSO GIVES THE PAGE MORE AUTHORITY.
UM, SO THOSE ARE JUST SOME EXAMPLES THAT WE'RE WORKING ON WITH THE AGENCY THAT WE'VE HIRED TO HELP US WITH THIS.
SO THEY'RE PRETTY KNOWLEDGEABLE AND LIKE THE ALGORITHM.
'CAUSE I KNOW WITH, WITH SEO YOU HAVE TO HAVE KIND OF THE SAME THING THE WAY THAT GOOGLE WOULD WALK AND CRAWL THE SITE.
IT'S VERY DIFFERENT WITH, WITH AI.
YEAH, WE GOT A, WE BASICALLY GOT A PLAYBOOK FOR GEO, UM, FROM OUR AGENCY DBA AND THEN WE'VE HIRED MAD AND MEDIA TO SORT OF EXECUTE A GEO STRATEGY FOR US WITH THE NEW WEBSITE TEMPLATES THAT WE'RE HOPEFULLY GONNA LAUNCH BY THE END OF NEXT WEEK.
UM, AND THEN INCREMENTAL IMPACT IS, IS AN INTERESTING ONE.
YOU KNOW, WE CAN LOOK AT, YOU KNOW, RETURN ON SPEND, BUT THEN THERE'S THIS QUESTION OF LIKE, WOULD THEY ALREADY BE COMING? JUST TO SOME EXTENT.
I STILL THINK, YOU KNOW, WE LEAD WITH
[00:35:01]
THE WHAT IS OUR AD INFLUENCED VISITOR, RIGHT? I MEAN THAT'S REALLY WHAT WE TALK ABOUT WHEN SOMEONE'S SEEN OUR ADS AND THEY'VE ARRIVED AT THE VERY LEAST, YOU KNOW, THEY'RE A SMARTER VISITOR, BUT I'M FAIRLY CERTAIN THAT WE'RE STILL INSPIRING THEM TO COME.UM, INCREMENTAL IMPACT IS SOMETHING THAT, UM, DATA FIVE, THE AGENCY SETS UP WHEN THEY DO THEIR I MEDIA BUYS FOR US.
SO LET'S JUST SAY THAT THERE'S TWO PEOPLE NAMED GREG THAT LIVE NEAR EACH OTHER THAT AROUND THE SAME AGE WITH THE SAME INTERESTS.
THEY BASICALLY PUT ONE GREG AS TEST AND ONE GREG AS CONTROL, AND THEY LOOKED TO SEE IF THE AD INFLUENCED GREG'S ARRIVE MORE THAN THE CONTROL GREG'S.
UM, IN THIS CASE, WE FOUND SO FAR THAT THE AD INFLUENCED GREG WAS 6.56 MORE LIKELY TO COME TO SEDONA THAN THE NOD AD INFLUENCED GREG.
AND THAT'S BASED ON ESSENTIALLY, YOU KNOW, INCOME LEVEL, GEOGRAPHY, ONLINE BEHAVIOR.
SO, UM, THIS THAT'S NOT TOO SMALL.
UM, THIS IS THE UPDATED, UH, YOU KNOW, RETURN BY MARKET THAT WE'RE SEEING HERE.
THESE ARE NOT FINAL NUMBERS, BUT UH, IT'S NICE TO SEE THAT MOST OF THESE ARE IN FOUR, FOUR DIGITS I GUESS, IS THAT HOW YOU'D SAY IT? BUT UM, I SHOULD SAY THE DRIVE MARKETS, LEMME FIX THAT REAL QUICK.
SO NO BIG SURPRISE, OUR DRIVE MARKETS ARE, UM, PERFORMING WELL.
UM, I'M VERY PLEASED TO SEE THE ROI WITH SAN DIEGO, UM, THAT'S JUMPED, UH, SINCE WE LAST REPORTED IT, WHICH IS WHY, AGAIN, LET'S WAIT TILL WE SEE ALL THE ATTRIBUTION COME THROUGH BEFORE WE SORT OF START TO CARVE THESE INTO STONE.
UM, THAT'S DEFINITELY A MUCH HIGHER NUMBER.
AND THEN WHAT DVA CALLED OUT, WHICH I THINK IS REALLY NICE IS THAT, YOU KNOW, WE ALWAYS SEE A PRETTY GOOD RETURN FROM OUR DRIVE MARKETS, BUT UM, OUR FLIGHT MARKETS RIGHT NOW, I MEAN LAST YEAR FOR THE 24 25 CAMPAIGN, THEIR AVERAGE ROI WAS 3 82 AND THIS YEAR FOR OUR FLIGHT MARKETS WE'RE AVERAGING 10 78 FOR THIS WINTER CAMPAIGN.
SO, UM, AGAIN, WE TYPICALLY SEE THE FLIGHT MARKETS COME IN AT THE END BECAUSE THEY HAVE TO TRAVEL FARTHER THAN THE DRIVE MARKETS.
IT'S AGAIN, WHY WE'RE GONNA STAGGER THE FLIGHT LAUNCH IN SUMMER.
AT LEAST WE'VE PROPOSED THAT STAGGER TO GET ADVERTISING TO FLIGHT SOONER.
BUT, UM, YEP, WE ARE CURRENTLY PLEASED WITH THE ROI.
SO CAN I ASK WHAT, WHAT, HOW, HOW DO YOU CALCULATE YOUR ROI, UM, SAME THING I SHARED BEFORE, IT'S BASED ON DAILY SPEND AND THEN IF THEY STAY AT A HOTEL OR A SHORT-TERM RENTAL AND YOU BASED ON, I GUESS, HOW DO YOU COLLECT THAT INFORMATION, HOW DO YOU COLLECT THE, WHAT THEY'RE SPENDING AND WHO'S HERE AND SO FORTH.
SAME THING WITH THE CELL PHONES WE TALKED ABOUT BEFORE THE MEETING STARTED.
SO IF YOU'RE SERVED AN AD AND YOU END UP IN MARKET AND IF YOU END UP IN ONE OF OUR GEOLOCATION AREAS, WHICH IS EVERY SHORT TERM RENTAL AND EVERY HOTEL THAT WE HAVE, YOU KNOW, POLYGON DRAWN AROUND, THEN IT PINGS AND TELLS US IF YOU CAME IN AND THAT'S HOW WE CALCULATE AND YOU ARE USING THE BASE OF THE ROOM, AVERAGE ROOM, THAT SORT OF THING THAT WE GET FROM THE HOTEL LODGING DATA.
AND THEN WE'VE GOT AN AVERAGE DAILY SPEND FROM A STUDY THAT WE DID ABOUT A YEAR AGO, LIKE WHAT PEOPLE PAY FOR RESTAURANTS AND THINGS, EVERYTHING SANDS, LODGING.
AND I JUST WANNA PLANT A SEED, SOMETHING THAT WE'RE WORKING ON BEHIND THE SCENES.
SO, UM, IF, IF WE'RE ABLE TO, UM, DO ALWAYS ON ADVERTISING TO THAT HIGH NET WORTH INDIVIDUAL, LIKE WE TALKED ABOUT THAT I'VE BEEN, THAT I'VE, YOU KNOW, PITCHED TO THE BUDGET WORK GROUP, THE CITY MANAGER AND AND CITY COUNCIL, UM, IT'LL BE INTERESTING BECAUSE RIGHT NOW WE TURN OFF ATTRIBUTION ON FEBRUARY 15TH.
I NO LONGER GET TO SEE IF YOU COME IN MARKET.
UM, I'M WORKING WITH DVA ON IF, IF I CAN DO, YOU KNOW, ALWAYS ON 365 DAYS A YEAR, THEN I CAN SEE HOW LONG DID IT TAKE SOMEBODY FROM MINNEAPOLIS TO COME HERE.
YOU KNOW, I TURNED OFF ATTRIBUTION FOR THE CAMPAIGN ON FEBRUARY 15TH, MAYBE THEY CAME MAY 15TH, YOU KNOW, BUT I WASN'T ABLE TO TRACK THAT.
UM, AND THAT'S SOMETHING THAT I'M LOOKING FORWARD TO SEEING, UM, WHAT THE INSIGHTS ARE AS WE CAN TRACK TRACK THAT BETTER.
SO YEAH, I THINK TO BUILD ON THAT TOO, I MEAN WE KNOW THAT WE ARE MOST LIKELY UNDER REPORTING THESE RESULTS BECAUSE OF THAT.
YOU KNOW, WE, WE ARE VERY LIKELY INSPIRING TRAVEL OUTSIDE OF OUR CAMPAIGN WINDOW, BUT WE'RE NOT REPORTING THAT.
UM, WE ALSO KNOW THAT WE'RE NOT PICKING UP EVERY SINGLE CELL PHONE THAT WE PIXEL DUE TO SOME OF THE, YOU KNOW, WE KNEW THAT BEFORE WE REACHED THE ATTRIBUTION CHALLENGES THAT WE TALKED ABOUT OVER THE SUMMER.
BUT YOU KNOW, UH, WE'RE NOT PICKING UP EVERY VISITOR THAT'S SEEN AN AD.
UM, BUT THIS IS WHAT WE CAN GUARANTEE THAT WE'VE SEEN AND WE'RE ONLY REPORTING ON ONE-TO-ONE THAT A PIXEL ARRIVED AND STAYED IN THESE PLACES.
SO ANDREW, LOOKING AT, JUST LOOKING AT THIS CHART, I DON'T KNOW, I'M HOPING THAT'S NO, THERE ARE NO TYPOS, BUT THE SAN DIEGO LINE OBVIOUSLY $139 AND 57 CENTS, BUT THE NUMBERS ARE LOWER.
ARE THEY STAYING AT HOTELS THAT ARE HIGHER PRICED? WE DON'T HAVE THAT.
YOU DON'T HAVE THAT INFORMATION.
SO HOW IS THAT CALCULATED? HOW, JUST EXPLAIN THAT TOO.
[00:40:01]
SEE THAT ROI IS CALCULATED BASED ON YEAH.SPEND AND YOU CAN SEE THAT WE ONLY SPENT $1,300.
THAT'S WHY THAT ROI IS GONNA BE HIGHER 'CAUSE WE ONLY SPENT THANK YOU.
SO THAT'S THE ROI, IT'S HOW MUCH WE SPENT FOR THE ADS VERSUS HOW MUCH WE GENERATED FROM THAT.
I'M TRYING TO FIGURE OUT HOW YOU GOT THAT NUMBER.
BUT IT'S, I MEAN IT'S SOMETHING THAT I'VE BEEN JUST PONTIFICATING.
SO I GUESS THANKS FOR BRINGING THIS UP A LITTLE BIT, RIGHT? THAT LIKE, AS WE START TO TARGET THE HIGH NET WORTH INDIVIDUAL, ONE CAN ASSUME THEY'RE STAYING AT HIGHER END HOTELS.
I DON'T THINK WE'RE GONNA FEEL CONFIDENT MAKING UP AN A DR, UM, UNTIL WE CAN FIGURE OUT MORE.
UM, SO WE'RE STILL TAKING A BLANKET AVERAGE DAILY RATE THAT WE GET OUT OF OUR SMITH TRAVEL RESEARCH REPORTS AND THEN AN AVERAGE DAILY RATE THAT WE GET OUT OF OUR KEY DATA, SHORT-TERM RENTAL REPORTS.
UM, HERE'S JUST TOP MARKETS AND BREAKING OUT WHAT YOU'VE ALREADY SEEN WITH THE DESTINATION ON THE LEFT, THE HOTELS IN THE CENTER AND SHORT-TERM RENTALS ON THE RIGHT.
UM, BUT YOU KNOW, YOU'RE BASICALLY SEEING, YOU KNOW, TO THE DESTINATION, PHOENIX, LA TUCSON, SAN DIEGO, CHICAGO ARE THE BIG ONES IN TERMS OF, IN TERMS OF FINANCIAL IMPACT, UM, HOTELS, PHOENIX, LA TUCSON, CHICAGO, LAS VEGAS IN TERMS OF FINANCIAL IMPACT AND THEN SHORT TERM RENTALS.
YOU DO SEE MINNEAPOLIS KIND OF SNEAK UP THERE.
AND I WAS ACTUALLY LOOKING BACK AT THIS TOO, AND YOU KNOW, NO BIG SURPRISE, CHICAGO 4.5 LENGTH STAY, MINNEAPOLIS 4.9, SEATTLE 4.2, OUR FARTHER MARKETS TEND TO STAY LONGER.
AND I WOULD IMAGINE THOSE FOLKS IN CHICAGO, MINNEAPOLIS ARE TRYING TO WARM UP A LITTLE BIT RIGHT NOW THIS WINTER.
WHICH WAS INTERESTING BECAUSE WE DID HAVE THE CONVERSATION WITH DVA, YOU KNOW, COME DECEMBER, SHOULD WE TURN OFF MINNEAPOLIS BECAUSE OF EVERYTHING THAT THEY'RE GOING THROUGH, YOU KNOW, IS IT, IS IT TONE DEAF? AND SO WE KIND OF HEMMED AND HAWED AND WE WENT BACK AND FORTH AND WE ULTIMATELY DECIDED TO, UM, TO STAY IN, IN THE MARKET.
BUT, UM, INTERESTING TO SEE THEM COME UP SO HIGH, UM, DESPITE EVERYTHING THAT WAS HAPPENING IN THE CITY AT THAT TIME.
AND ALSO INTERESTING JUST TO SEE THAT SHORT-TERM RENTALS, NO BIG SURPRISE, HAVE A LONGER LENGTH OF STAY THAN THE HOTELS DO.
UM, BUT I STILL APPRECIATE, AND I'LL JUST KIND OF CONTINUE TO SAY THIS, THAT I, I, I PERSONALLY LIKE THAT OUR ADVERTISING IS DRIVING QUITE SUBSTANTIALLY MORE HOTEL ROOM NIGHTS THAN THEY ARE SHORT TERM RENTAL NIGHTS.
UM, I LIKE THAT OUR ADVERTISING TENDS TO DRIVE PEOPLE TO HOTELS.
AND THEN, UM, AGAIN, WE'LL DO A FULL REPORT IN IN MAY WITH EVERYTHING ONCE EVERYTHING'S FINAL.
BUT JUST WANTED TO ALWAYS KINDA SHARE WHAT, WHAT CREATIVE, UM, IS WORKING THE BEST FOR US.
SO, UM, JUST THESE ARE THE TWO TOP PERFORMING CREATIVE PIECES THAT WE CREATED.
UM, AND THEN, YOU KNOW, OUR CLICK THROUGH RATE IS KIND OF MORE THAN DOUBLE THE BENCHMARK.
SO ANYTHING ON WINTER CAMPAIGN, AGAIN, WE'LL DO A FORMAL WRAP UP, UM, AS PART OF THE MAY MEETING, BUT JUST WANTED TO KIND OF SET THE STAGE BEFORE WE MOVE INTO SUMMER CAMPAIGN PLANNING.
IN TERMS OF UNDERESTIMATING, UM, WE'RE, ARE WE CAPTURING STAYS IN VOC? UM, NOT IN OUR REPORTS.
I DO HAVE THE ABILITY TO REPORT ON GREATER SEDONA, SO I BASICALLY CUT A DONUT HOLE AROUND GREATER SEDONA.
UM, BUT WE DON'T REPORT THAT TO COUNSEL, BUT I'M HAPPY TO PULL THAT.
THAT'S, THAT'S ANOTHER, YEAH, THAT'S SOMETHING THAT WE HAVE, BUT WE'RE NOT FOR OUR CITY REPORTING, WE'RE NOT REPORTING ON THAT.
UM, I WOULD IMAGINE SOME OF THE DAY VISITORS THAT WE SEE COULD BE STAYING IN THE VOC AND EVERYTHING, BUT I'M NOT ABLE TO TRIANGULATE THAT.
BUT YEAH, USUALLY I, I TYPICALLY PRESENT THAT TO THE LODGING COUNCIL AT, AT A MEETING WITH THEM.
JUST SAY, HEY, LODGING COUNCIL, I KNOW YOU GUYS ARE A GREATER SEDONA.
JUST KNOW THAT OUR CAMPAIGNS ARE DOING THIS IN THE CITY AND THEY'RE SORT OF ALSO DOING THIS OUTSIDE THE CITY.
DOES THAT ALSO CAPTURE COTTONWOOD AND YEP.
BASICALLY VER SEDONA AND THE VERDE VALLEY.
VERDE VALLEY WITH A DONUT HALL AROUND SEDONA.
[5.b. Summer 2026 destination marketing campaign planning]
INTO THE MAIN EVENT TODAY, SUMMER 26TH, CAMPAIGN PLANNING.UM, THIS IS WHAT WE SENT THE STAFF REPORT OUT.
SO, UM, WE ARE, IF YOU'VE BEEN KEEPING TABS ON US, THIS WILL BE OUR SIXTH SEASONAL DESTINATION MARKETING CAMPAIGN.
I'M STARTING TO SAY SEASONAL BECAUSE WE ARE LOOKING AT DOING THAT YEAR ROUND HIGH NET WORTH CAMPAIGN.
SO YOU'LL START TO SEE US PUT SOME QUALIFIERS ON CAMPAIGN AS WE SORT OF CONTINUE TO MATURATE A LITTLE BIT, UM, AS WE SHARED LAST TIME.
BUT JUST FORMALLY STATED AGAIN, CITY STAFF IS PROPOSING AND RECOMMENDING A CONTINUATION OF THE REDEFINED DESERT CONCEPT FOR THIS EXECUTION.
UM, AS WE SHARED LAST TIME, THIS IS THE LAST TIME WE'LL BE RECOMMENDING THAT, UM, WE ARE PLANNING IN THE AUGUST MEETING TO DO SOME CAMPAIGN CONCEPTING, WHICH WILL INCLUDE THE OPTION FOR YOU TO WANT TO CONTINUE IT, BUT WE'LL ALSO GIVE YOU OPTIONS TO CHANGE IT.
UM, SO THAT AGAIN, WE DECIDED WHEN WE SET OUT ON THIS
[00:45:01]
CAMPAIGN CONCEPT TO DO FOUR EXECUTIONS OVER TWO YEARS, THIS WOULD BE THE FOURTH.YOU KNOW, I DO THINK THAT, YOU KNOW, THIS IS NOT A SECRET.
WE ARE TRULY TRYING TO DRIVE DEMAND DURING OUR HISTORICALLY SLOWER TIMES OF JUNE, JULY AND AUGUST.
UM, SPECIFICALLY FROM OVERNIGHT VISITATION.
UM, OTHER THINGS ARE HERE OF REALLY INSPIRING, RESPONSIBLE AND SAFE USE OF OUR PUBLIC LANDS DURING THE WARMER WEATHER.
UM, HEAT SAFETY AWARENESS IS ALWAYS GONNA BE IN SORT OF THE BACK OF THIS.
AND I, I REALLY LIKE HOW WE APPROACHED THIS CAMPAIGN LAST YEAR.
UM, AND I THINK IT REALLY, YOU KNOW, OPENED UP THE WAY FOR US TO REALLY SHOW THE BREADTH OF EXPERIENCE IN SEDONA IN A WAY THAT'S BEYOND OUR PUBLIC LANDS.
AND, YOU KNOW, WHAT CAN YOU DO DURING, IN SEDONA DURING THE HEAT OF THE DAY? WELL, WE'VE GOT GREAT GALLERIES, WE'VE GOT GREAT WELLNESS CLASSES, WE'VE GOT PLACES INSIDE WITH AIR CONDITIONING.
SO, UM, I THINK THE CREATIVE THAT I REALLY ENJOY THE MOST FOR OUR SUMMER CAMPAIGNS ARE REDEFINE SIESTA.
SORT OF LIKE, THINK DIFFERENTLY IN SEDONA AND BE MORE ACTIVE IN THE COMMUNITY.
SO THAT'S, THAT'S A KEY FOCUS OF THIS CAMPAIGN IS THAT, YOU KNOW, COME TO SEDONA IF YOU WANNA GO ON THE TRAILS, GET OFF THEM BY 10, AND THEN START GOING TO OUR OTHER BUSINESSES THEN.
SO, SO IT'S INTERESTING, I I TRIED TO GOOGLE REDEFINE SIESTA JUST TO SEE WHAT CAME UP MM-HMM
AND UM, YOU KNOW, IF YOU GO RIGHT TO REDEFINED SIESTA, UM, IT TAKES YOU RIGHT TO SEDONA, UM, SCENIC SEDONA.COM.
BUT IF YOU JUST, IF YOU PUT IN REDEFINE SIESTA SEDONA, ARIZONA, THEN YOU GET ALL THE FIRST BUNCHES IS THE, UH, SPONSORED D MEDIA AND SO FORTH.
SO HOW, HOW DO WE, HOW DO WE CONCENTRATE? YOU KNOW, I MEAN, HOW DO YOU GET TO THE PEOPLE OUT THERE TO TELL THEM THIS IS WHAT YOU SHOULD GOOGLE IF YOU'RE LOOKING FOR US? WELL, THEY'RE GONNA SEE THESE ADS THAT SAY REDEFINE SIESTA, AND THEN THEY'RE GONNA CLICK ON THEM AND GO TO OUR PAGE.
AND I DON'T THINK REDEFINE SIESTA AS SOMETHING SOMEONE'S GONNA BE SEARCHING FOR.
THAT'S, THAT'S JUST SORT OF THE CAMPAIGN CREATIVE.
THERE WOULD BE MORE IMPORTANT KEYWORDS LIKE THINGS TO DO IN SUMMER.
WHICH IS, WHICH IS WHAT WE DO WITH OUR PAID SEARCH THAT, THAT WE'LL TALK ABOUT.
I THINK REDEFINED SUMMER WAS THE ONE THAT CAME UP A LOT MM-HMM
BECAUSE THAT'S TECHNICALLY SORT OF LIKE WE DO REDEFINE YOUR WINNER, REDEFINE YOUR SUMMER IS SORT OF THE TAGLINES FOR THE SEASONAL CAMPAIGNS.
SO LIKE THE VIDEOS WE DO, IF YOU REMEMBER OUR WINTER VIDEO, THE END CARD SAYS REDEFINE YOUR WINNER.
AND HOW DOES THE, HOW DOES THE BLOG WORK IN COMPA IN COMPATIBLE TO THE, TO TO OUR WEBSITE? IN OTHER WORDS, THE, THE BLOG IS A NEWSLETTER, RIGHT? UH, THE BLOG IS A PAGE ON OUR WEBSITE AND THEN WE RELEASE A CONSUMER NEWSLETTER THAT TYPICALLY HAS THE HERO ARTICLE AS THE BLOG AND THEN WE CREATE A CAMPAIGN LANDING PAGE THAT THEY AD STRIVE TO.
I LOST MOST OF THAT, BUT THAT'S FINE.
ANDREW, WE, JUST SO YOU KNOW, WE'VE BEEN REALLY BULKING UP OUR SUMMER WORKSHOPS COOL.
AND BECAUSE IT'S A GOOD TIME, THEY'RE INSIDE ANYWAY AND THERE ARE NO WINDOWS IN OUR WORKSHOP ROOMS, SO IT'S NOT LIKE IT REALLY MATTERS.
AND HOTEL PRICES ARE A LOT CHEAPER IN THE SUMMER.
SO WE'VE BEEN TRYING TO REALLY DRIVE PEOPLE HERE IN THE SUMMER AS MUCH AS PROFIT.
AND I, I LOVE TO HEAR THAT AND LOVE TO KEEP WORKING WITH YOU ON THIS.
I THINK THAT THIS WHOLE IDEA OF, I MEAN, WELLNESS CLASSES ARE CLEARLY SOMETHING YOU CAN DO IN THE SUMMERTIME AND I, I LOVE HOW I'M SEEING THIS PROPAGATION OF, YOU KNOW, ARTS CLASSES.
YOU KNOW, I KNOW THAT YOU OFFER THEM AND ABANK CERAMIC OFFER THEM, BUT, YOU KNOW, GET WHAT MELTING MEL MELTING POINT ALSO OFFERS THEM AS WELL.
THESE LIKE ARTS DEMONSTRATION, ARTS PARTICIPATION CLASSES.
I MEAN, I WOULD LOVE TO SEE A SURGE OF THAT IN THE SUMMERTIME DURING THAT KIND OF HEAT OF THE DAY.
SO, SO HOW DO YOU, HOW DO YOU GET THEM TO FIND THAT? UM, SO IF I WAS THINKING, YOU KNOW, IF YOU, IF YOU HAVE A, A WEBSITE THAT SAYS, HERE'S WHAT TO DO IN THE MORNING, HERE'S WHAT TO DO IN THE A AND DURING THE HEAT OF THE DAY AND HERE'S WHAT TO DO IN THE EVENING.
SO WE BUILD ITINERARIES FOR ALL OF OUR CAMPAIGN LANDING PAGES THAT LITERALLY SAY THAT WE ALSO, AND THEN WE'RE ALSO GONNA BE PUBLISHING OUR ACTIVITY PAGES AND ONE OF THEM IS GONNA BE ARTS CULTURE AND ENTERTAINMENT.
AND THAT'S GONNA HAVE A MUCH DEEPER DIVE INTO ALL THESE TYPES OF THINGS.
SO THAT'S NOT LIVE YET, BUT THAT'S ONE OF THE PAGES THAT WE'RE PRIORITIZING.
AND DOES THAT CONNECT LINKS THEN TO THINGS THAT ARE ACTUALLY HAPPENING? OR DID YOU JUST MENTION WE HAVE MUSEUM MENTION? WE HAVE OUR NOT YET CLASSES.
IT
UM, SO THAT, YOU KNOW, SOMEONE CAN'T SAY YOU ALWAYS FEATURE THIS BUSINESS OR THAT BUSINESS, BUT WE DID ACTUALLY COME TO THE ART CENTER LAST SUMMER.
UM, WE DID DO A SHOOT THERE, UM,
[00:50:01]
AND WE DID FEATURE THEM IN OUR CAMPAIGN, UM, BECAUSE OF THAT CONCEPT.AND I THINK IN THE INSTANCE OF THESE ARTS CLASSES, I DON'T THINK THERE'S MORE THAN FIVE IF I HAD TO GUESS BUSINESSES.
AND THAT'S WHAT WE'RE TRYING TO FACT FIND RIGHT NOW.
AND THEN YOU JUST LIST ALL FIVE.
AND WE, WE HAVE 1300 PEOPLE WHO PASS THROUGH OUR CLASSES AND JUST OUR CLASSES AND WORKSHOPS.
AND THEN, I MEAN, I THINK, AND THEN FOR OUR WELLNESS, WE'RE DIRECTING FOLKS TO SIMSA, WHICH IS THE ASSOCIATION WHERE THEY'VE BEEN ABLE TO PRESENT ALL THE DIFFERENT EXPERIENCES.
'CAUSE WE CAN'T LIST THEM ALL OUT INDIVIDUALLY.
SO AGAIN, IT'S SORT OF CASE BY CASE, GREG.
AND WHAT ABOUT, UM, PRESENTATION TO A FAMILY? I MEAN I, I, I KNOW WHAT YOUR WEBSITES KIND OF LOOK LIKE, BUT YOU KNOW, WHEN YOU'RE, WHEN YOU'RE A FAMILY OF THREE KIDS, YOU KNOW, DO WE HAVE, I, I KNOW THE SPLASH PAD WAS, UM, WAS MM-HMM
POPULARIZED ON THE POOL SECTION FOR INSTANCE.
UM, DO IS, IS THERE ANY, I GUESS UNDERLYING WAY THAT WE CAN SAY, IF YOU'RE A FAMILY, THIS IS A GOOD THING TO COME TO? BECAUSE I THINK THE AVERAGE, WHEN I REMEMBER LOOKING AT THE REPORT, YOU KNOW, THE, THE MOST COMMON WAS A 65-YEAR-OLD WHITE MALE, UH, COMING TO SEDONA, UM, OVER THE, OVER A HUNDRED THOUSAND DOLLARS.
BUT I THINK, YOU KNOW, WE, I THINK WE SHOULD LOOK AT GETTING MORE FAMILY, UM, PARTICIPATION.
UM, IT FILLS UP ROOMS MORE, UM, IT CONCENTRATES THE TRAFFIC BECAUSE YOU GOT FOUR PEOPLE IN A CAR.
UM, DO WE HAVE ANY APPROACH THAT KIND OF LOOKS AT THAT? UM, I'D SAY WE HAVE FOUNDATIONS OF IT IS PROBABLY THE BEST WAY TO SAY THAT DIRECTLY.
UM, I WORK WITH MEDIA ON FAMILY TRAVEL STORIES, I WOULD SAY.
WE ARE GOING TO, WE'VE ADDED TO THE Q LIST, LIKE A, I THINK IT, THE CHAMBER CALLED IT THE INTERGENERATIONAL ITINERARY.
UM, I THINK I'M GONNA CALL IT THE FAMILY FRIENDLY ITINERARY, BECAUSE THAT SOUNDS BETTER TO ME.
UM, BUT SORT OF BUILD, BUILD THAT OUT AND THAT JUST BECOMES ANOTHER TOOL IN THE TOOLBOX.
I DON'T KNOW EXACTLY TODAY HOW I WOULD DISPLAY THAT.
I THINK ONE THING WE'RE CAUTIOUS OF IS OVER PRODUCTIZING EVERYTHING AND HAVING LIKE A LINK TO EVERY SINGLE PERSONALITY THAT MIGHT EXIST.
BUT I THINK THAT HAVING A POINT OF VIEW ON WHAT COULD CONSTITUTE AS A FAMILY-FRIENDLY ITINERARY FOR SEDONAS IN, IN THE WORKS.
AND WE'VE, THERE'S, THERE'S THINGS LIKE THE BIKE PARK, UH, THE, UH, SKATE PARK, UH, MOVIES AT NIGHT, UM, DURING JUNE JO, UH, MAY, YOU KNOW, THE MOVIES AND THE CONCERTS AT NIGHT.
SO, UM, I, I THINK IT'S JUST WE SEEM TO BE MISSING A LOT OF FAMILY, UH, CATCHES.
WE HAD, UM, LET'S SEE, IN OUR LAST SUMMER'S CAMPAIGN WE DID AN AD AT THE PHOENIX AIRPORT, UM, WITH ALTHEA AND ACTUALLY VIENNA, UM, JUMPING ACROSS THE CREEK.
UM, AND SO WE HAVE, UM, SHOWN KID IMAGERY, UM, AND FAMILY IMAGERY, BUT THAT DOESN'T MEAN WE CAN'T BUILD IT OUT MORE, UM, ON THE WEBSITE AND LEAN HARDER INTO THAT.
SO I, I HAVE ONE COMMENT ON THIS IN TERMS OF THE ITINERARY AND THE STUFF THAT PEOPLE DO BY AND LARGE IN THE SUMMERTIME, IT'S THE CREEK, YOU KNOW WHAT I MEAN? AND WE DON'T REALLY WANT TO OVERRUN THE CREEK ANYMORE THAN IT ALREADY IS THAT TIME OF YEAR.
BUT THEY ARE COMING FOR THE CREEK.
IF THEY'RE COMING IN SUMMERTIME, THAT'S WHAT THEIR DAYTIME IS.
I RIDE EARLY AND THEN IF I'M OUTSIDE DURING THE DAY, LIKE WHERE IT'S HOT, I'M GOING TO THE CREEK.
AND SO I THINK ONE OF THE HURDLES OF PEOPLE VISITING THAT TIME OF YEAR IS THAT IT'S VERY HARD TO UTILIZE THAT AND HOW DO WE MAKE THAT WORK BETTER? AND THIS IS KIND OF WHAT YOU AND I HAVE TALKED ABOUT, ANDREW, ABOUT THERE'S PORTIONS OF THIS THAT DON'T WORK IN THE SYSTEM FOR PEOPLE TO DO THAT.
LIKE, IT'S VERY HARD FOR ME AS A LOCAL TO GO UP IN OAK CREEK CANYON.
UM, AND THIS IS LIKE BACK TO THE SHUTTLE PORTION AND PHASE ONE WAS TO TRY TO GET, UM, SHUTTLE ACCESS TO OAK CREEK CANYON.
AND AS FAR AS I KNOW, WE HAVEN'T HAD ANY LIKE, SUCCESS WITH COO COUNTY AND COORDINATING WITH THAT TO GET THAT SHUTTLE ASPECT UP THERE.
AND THIS IS A BIG HURDLE THAT KIND OF WE BUT INTO WITH TOURISM, BECAUSE IT'S REALLY HARD TO DO MUCH OF ANYTHING HERE.
YOU KNOW, ONE THE BIGGEST DRAWS TO BE HERE, THAT'S USUALLY FULL OF DAY TRIPPERS UP THERE THAT DON'T SPEND MUCH AT ALL, WHICH IS WHY, SO OUR SUMMER CAMPAIGN FOCUSED ON TWO THINGS LAST YEAR, WHICH WAS CREEK, UM, SHOWING FAMILIES IN THE CREEK.
AND ALSO THAT SIESTA IDEA OF, OKAY, IF YOU'RE, IF YOU'RE NOT GOING TO BE AT A BODY OF WATER, YOU'RE GONNA HAVE TO BE INSIDE.
SO THAT'S WHY WE FOCUSED ON, UM, THE ARTS BECAUSE IT WAS AN OUTLET THAT WE FELT LIKE WAS A TRUE REPRESENTATION OF WHAT YOU COULD DO HERE WHEN IT IS 95 DEGREES OUTSIDE.
I GUESS WHAT WE SHOULD JUST SAY, LIKE ONE OF THE THINGS WE ARE UP AGAINST IN TERMS OF GETTING OVER THAT HURDLE THOUGH, IS LIKE THE CREEK IS VERY HARD TO EXPERIENCE IN THE SUMMERTIME BECAUSE IT'S SO FULL OF DAY TRIPPERS.
AND WE'RE NOT CURRENTLY PROMOTING SPECIFIC DESTINATIONS ALONG THE CREEK.
BUT LIKE, WE ACKNOWLEDGE CREEK, BUT WE'RE NOT REALLY, YOU, YOU HAVE TO FIGURE OUT CREEK OUTSIDE OF US.
BUT I GUESS WHAT I'M SAYING IS LIKE WE WOULD BENEFIT GREATLY WITH THAT SHUTTLE ASPECT TO BE EXECUTED, AND THAT'S
[00:55:01]
ONE OF THOSE THINGS WHERE IT'S NOT OUR RESPONSIBILITY TO EXECUTE THAT AS THE TAB, BUT THAT HAPPENING WOULD BE HUGE FOR LOCALS AND FOR AND FOR VISITORS.SO DOES THE SHUTTLE NOT GO UP? THE SHUTTLE DOESN'T GO UP IN IT DOESN'T LEAVE, DOES NOT LEAVE CITY LIMITS.
IT CAN'T BECAUSE COCONINO COUNTY AS IN GIVE, IT'S JUST, WE'RE IN A PHASED APPROACH.
SO WE HAVE NOT GOTTEN TO THAT PHASE YET.
UM, I BELIEVE IT WILL HAPPEN SOMEDAY.
UM, THE ONLY PLACE THAT IT GOES TO NOW THAT ANDREW AND I HAVE TALKED ABOUT IS THAT YOU CAN GET DROPPED OFF AT CATHEDRAL AND THEN YOU CAN HIKE DOWN TEMPLETON AND, AND HIT THE CREEK THAT WAY, BUT NOT UP INTO OAK CREEK CANYON, BUT NOT INTO OAK CREEK CANYON.
BUT BUT NOT GO PAST CITY LIMITS UP THERE.
BUT IT IS IN THE, I THINK IT, I THINK IT WAS ACTUALLY WAS WAS PHASE ONE.
WE SWITCHED THE PHASES, UH, BASICALLY COVID HIT AND ALL A SUDDEN ANY NEIGHBORHOOD THAT WAS NEXT TO A TRAILHEAD WENT AH,
AND SO WE SWITCHED IT TO LAUNCH THE TRAILHEAD SHUTTLE TO SOLVE THAT IMMEDIATE AND VERY IMPORTANT NEED.
AND KNOWING THAT THAT MEANT THAT IT WOULD PROBABLY DELAY WHATEVER THE OAK CREEK CANYON, UM, HOWEVER THAT IMPLEMENTATION LOOKS, BUT IT'S STILL ON THE LIST.
I STILL THINK IT'S GONNA HAPPEN.
IS THE SPLASHED BEING REPLACED? UM, IT'S BEING UPDATED.
SO THEY WERE FIXING THE, UM, WHAT DID JOSH SAY SWAMP LIKE AREAS, UM, ON THE OUTSIDE OF IT MM-HMM
UM, SO I WAS THERE JUST ON SUNDAY AND THEY HAD PUT ASTROTURF ON THE OUTSIDE AND KIND OF FIXED, UM, WHERE THE WATER COULD POOL.
AND THEN THEY ARE REPLACING, UM, THE FIXTURES TO MAKE IT LOOK NICER.
BECAUSE I MEAN, A NEW SPLASH PAD IN AN IMAGE AND THE COMMUNITY POOL IN AN IMAGE, SOME OTHER NON CREEK SUMMER FRIENDLY, FAMILY FRIENDLY YEAH.
I DON'T KNOW WHY THE POOL IS NOT, I REALLY PUT A PLUG IN FOR THAT.
I FEEL LIKE OUR COMMUNITY POOL IS ONE OF THE BEST CUP SECRETS, UM, FROM A FAMILY PERSPECTIVE AND FROM, I KNOW THEY'RE ALWAYS, THEY'RE WANTING MORE INCOME.
UM, AND SO ESPECIALLY JUNE, I KNOW MONSOON SEASON SOMETIMES THERE'S A LOT OF CLOSURES AND WHATNOT, BUT, UM, I KIND OF WONDERED IF THERE WAS ANY WAY TO LIKE HIGHLIGHT THAT AND THEN ALSO HIGHLIGHT, I KNOW LOS ABOGADOS AND THE HILTON ARE OTHER OPTIONS FOR DAY PASSES, LIKE OTHER POOL.
BUT I JUST FEEL LIKE THAT IS SUCH A RECURRING QUESTION THAT I HEAR, UH, AS WE DAILY GROCERY SHOP, UM, YOU KNOW, THOSE SUMMER QUESTIONS, THE FAMILIES ARE ASKING THE GROCERY ATTENDANCE WHERE WA BEST WATER OPTIONS ARE.
SO I DO THINK THAT IS, THAT IS A HUGE CAMPAIGN IDEA OF JUST LIKE HIGHLIGHTING LIKE BEYOND, I THINK MOST PEOPLE KNOW THE C CREEK, LIKE THE CREEK OPTION.
THEY MIGHT NOT KNOW WHERE TO GO, BUT SPECIFICALLY THESE OTHER PLACES THAT MIGHT BE CONNECTED TO HOTELS OR CONNECTED TO, I JUST FEEL LIKE IT, IT FEELS MORE ACCESSIBLE.
I MEAN, I GUESS WHAT'S HARD ABOUT THIS IS YOU MAY BE THINKING, OKAY, WELL IF THEY'RE STAYING AT A HOTEL, THERE'S GONNA BE A POOL HOTEL.
AND IF THEY'RE STAYING AT AN AIRBNB, THEN THEY MAY OR MAY NOT HAVE A POOL.
SO THOSE MIGHT BE THE PEOPLE WHO YOU'RE, YOU'RE HITTING WITH THAT.
BUT REGARDLESS, IT WOULD ENCOURAGE, YOU KNOW, PEOPLE TO GO TO THESE PLACES AND MAYBE NOT TRY TO GET TO A CREEK ACCESS POINT WHERE THEY JUST CAN'T AND IMPROVE THEIR VOLUME.
MY MAIN POINT THOUGH IS I THINK MOST PEOPLE AREN'T COMING HERE TO BE IN A POOL.
LIKE THAT POOL IS THEIR COMMUNITIES.
I GUESS IT'S A GOOD OPTION TO COOL DOWN MIDDAY, BUT I THINK THAT THERE'S SO MUCH MORE BENEFIT TO MAKING THEM BE ABLE TO GET TO THE CREEK EASIER.
BUT HAVE MANNER, HAVE YOU SEEN THAT COMMUNITY POOL VIEW? OH, TOTALLY.
BUT IT'S, I'M LIKE, I'M NOT TRYING TO DISCOUNT IT.
HAVE KIDS THAT SIMPLIFIES YOUR LIFE.
TO BE, I MEAN THE CREEK IS LOVELY, BUT THE CREEK, I'D SAY AGAIN, THE, THE EFFORT TO GET TO IT.
SO IF YOU'RE REALLY SAYING LIKE FAMILY, WELL, THAT'S WHAT I FEEL LIKE OUR COMMUNITY POOL, YOU JUST CAN'T.
I JUST THINK THAT LIKE, PEOPLE ARE HERE FOR THE ROCKS, LIKE IN THAT PIECE.
AND THAT'S THE THING THAT, LIKE US JUST, ALL I'M SUGGESTING TO THIS IS LIKE WE TRY TO PRESSURE SOME OF THE OUTSIDE PEOPLE TO MAKE THIS EASIER SO THAT WE CAN THEN, THEN IN THE FUTURE MARKET STUFF LIKE THIS WHEN IT COMES TO THIS AND SAY THAT HERE IS HOW YOU CAN COME AND COOL DOWN.
AND THERE'S EASY WAYS TO GET TO THAT CREEK.
SO YOU CAN DO YOUR EARLY MORNING HIKE AND THEN GO AND COOL DOWN AT THE CREEK MIDDAY.
I DON'T THINK WE'RE GONNA HAVE THAT CONNECTION IN PLACE FOR THE SUMMER CAMPAIGN.
I'D LIKE TO KEEP, I'M JUST WANTING TO POINT THAT OUT THOUGH.
BUT YOU COULD MARKET THE PIECE LIKE CATHEDRAL YEP.
GOING DOWN THERE AND HAVE THAT, THAT EXPERIENCE IN THAT MANNER.
WE ALSO PLANS FOR, UM, SLIDE ROCK TO DO RESERVATIONS LIKE THEY DO FOR FOSSIL CREEK.
[01:00:01]
ALL HOW DO WE PRESSURE THAT TO HAPPEN? WELL, THAT'S, THAT ONE'S A STATE PARK.STATE PARK RATHER THAN FOREST SERVICE.
IT'S NOT A LOCAL, IT IS A STATE PARK.
HOW DO YOU WANT TO MEASURE SUCCESS FOR THIS CAMPAIGN? BECAUSE WE WENT DOWN ONE PATH, BUT I HAVEN'T REALLY SEEN WHAT THE METRICS OF SUCCESS WOULD NEED TO BE TO ACTUALLY CHOOSE THE PATH.
SO WHAT PATH DID WE GO DOWN, BRETT? WELL, NO, I MEAN, WE'RE TALKING ABOUT FAMILIES.
OH, WE'RE TALKING ABOUT, YEAH.
WE'RE, WE'RE TALKING ABOUT, YOU KNOW, THE, THE, THE TONE OF THE MESSAGING IS WHAT I THINK WE'RE TALKING ABOUT.
I THINK, YOU KNOW, HOW WE'RE MEASURING SUCCESS IS JUST WHAT WE'VE REPORTED ON FOR THE WINTER CAMPAIGN AND REALLY DRIVING ECONOMIC IMPACT.
SPECIFICALLY OVERNIGHT VISITATION DURING THE HISTORICALLY SLOWER MONTHS OF JUNE, JULY, AUGUST.
SO WITH THAT IN MIND, IT CHANGES THE CONVERSATION I THINK, A LITTLE BIT.
I THINK THE OTHER THING WE COULD MEASURE TOO IS AMOUNT OF RESCUES.
UM, YOU KNOW, ONE THING THAT I, I'VE KIND OF DONE AS OVER MY YEARS HERE IS ASKED FOR MORE DIVERSITY AND THINGS LIKE THAT.
AND SO NOT NECESSARILY SAYING LIKE IT SHOULD BE A CERTAIN WAY OR IT SHOULD BE A DIFFERENT WAY, UM, IN TERMS OF GETTING THAT RETURN ON INVESTMENT.
BUT THE IDEA OF WHILE WE'RE LOOKING TO ALWAYS HAVE MAXIMUM RETURN ON INVESTMENT, LET'S THINK ABOUT SOME OF THOSE IMAGERY, SOME OF THAT IMAGERY, AND SOME OF THOSE THINGS THAT COULD EXPAND OUR POTENTIAL REACH.
AND WE DID INVEST IN THAT WEST FORK SHOOT.
UM, SO MOVING ALONG, WE'VE GOT 124,340 AVAILABLE FOR THE SUMMER CAMPAIGN.
UM, I PUT THIS IN THE STAFF REPORT, BUT JUST SOME MARKETING TRENDS EXTERNAL TO SEDONA THAT ARE UNDER CONSIDERATION OR THAT, UM, MIDTERMS ARE RAMPING UP.
I THINK WE JUST SAW OUR FIRST PRIMARY VOTE OR PRIMARY ELECTIONS LAST NIGHT.
UM, WE'RE LOOKING AT, PROJECTIONS ARE ABOUT 10.8 BILLION IN POLITICAL SPEND THAT'S GONNA BE HAPPENING WHILE WE'RE ADVERTISING THIS SUMMER, WHICH JUST INFLATES COST PER MILE.
AND THEN THAT'S 1000 IMPRESSIONS.
AND WE'RE LOOKING AT PROBABLY A BASELINE OF 20% INCREASED ON MEDIA COSTS THIS SUMMER DUE TO THAT.
UM, SPECIFICALLY IN, YOU KNOW, AREAS THAT MATTER FOR ELECTIONS.
UM, WE ALSO HAVE THE WORLD CUP IN NORTH AMERICA FROM, I THINK IT'S LIKE JUNE 9TH TO JULY 11TH OR SO.
SO DURING, NOT ALL OF OUR CAMPAIGN FLIGHT, BUT DURING, YOU KNOW, KEY PORTION OF IT, UM, MARKETS THAT WE TYPICALLY MARKET TO THAT OUR HOST CITIES ARE DALLAS, HOUSTON, LOS ANGELES, SAN FRANCISCO, AND SEATTLE.
UM, CHICAGO'S ALSO TYPICALLY AN AREA THAT PEOPLE FLY INTO THE US AND THEN THEY JUMP TO OTHER CITIES.
UM, ONE CHALLENGE WITH THAT IS THAT AIRLINE PRICES ARE GOING UP IN THOSE HOST CITIES, WHICH MIGHT SOFTEN DEMAND OUT OF THOSE CITIES 'CAUSE FLIGHT COSTS ARE HIGHER THAN THEY TYPICALLY WOULD BE, SOMEONE THAT WE'VE BEEN HEARING.
AND THEN ALSO MARKETING IN THOSE HOST CITIES, YOU'RE ALSO GONNA GET INFLATED COST PER MILE BECAUSE THERE'S JUST A MORE CAPTIVE AUDIENCE DURING WORLD CUP.
UM, AND THEN WE'VE SEEN THE TRENDS, YOU KNOW, IT'S THAT HIGHER END TRAVELER ARE THE ONES THAT ARE, YOU KNOW, STILL TRAVELING AND SPENDING THE MOST MONEY.
SO THERE'S COMPETITION FOR THAT.
AND OUR SUCCESS WILL REALLY BE ROOTED IN OUR ABILITY TO TARGET THAT SORT OF TWO 50 K PLUS HOUSEHOLD INCOME.
UM, AND THEN I THINK ONE OF THE THINGS WE CHATTED WITH DVA WAS, YOU KNOW, ONE HOPE THEORY HERE THAT WE'RE PLAYING WITH IS THAT, YOU KNOW, THOSE FOLKS, AND IF THEY'RE LIVING IN THE HOST CITIES WITH THE WORLD CUP, THEY MIGHT WANT TO GET OUT MM-HMM
AND KIND OF GET AN ESCAPE FROM SOME OF THE CHAOS AND KIND OF GET THIS CHANCE TO REFLECT AND HAVE THAT SEDONA EXPERIENCE.
UM, SO SWITCHING GEARS TO ABOUT A YEAR AGO, UM, JUST GROUNDING US AND WHAT WE DID LAST SUMMER, UM, AS WE TALK ABOUT WHAT WE'RE GONNA DO THIS SUMMER.
SO A CAMPAIGN FLIGHT WAS MAY 15 TO AUGUST 31.
PAID ADVERTISING WAS INITIALLY 1 63, BUT THEN WE DID GO TO COUNCIL AT THE END OF JULY AND REQUEST OUR FIRST BOOST OF THE CAMPAIGN, WHICH WAS THE $50,000.
UM, THAT BROUGHT THE TOTAL SPEND TO 213,000.
UM, DOWN BELOW KIND OF SHOWS YOU WHAT WE STARTED WITH AND WHAT WE ENDED WITH.
SO WE STARTED WITH 12,000 IN PAID GOOGLE SEARCH.
WE ENDED UP WITH 15 AFTER WE ADDED THE EXTRA 50.
UM, WE STARTED WITH 35,500 FOR META ADS.
WE PUT, UM, THE BULK OF THE MONEY THAT WAS IN THE 50 K WENT TO ATTRIBUTION WEB AND CTV ADS.
THAT'S THE PROGRAMMATIC STUFF WE'VE BEEN TALKING ABOUT.
UM, THAT WENT FROM ONE 16 TO 1 36.
AND THEN WE DID NOT PREVIOUSLY HAVE AN INVESTMENT IN THE DIGITAL ADVERTISING AT THE PHOENIX AIRPORT, BUT THAT'S WHERE WE PUT 15 K OF THE 50 K INTO.
SO THAT'S WHERE THAT LINE ITEM IS.
UM, JUST AGAIN, PULLED OUT SOME FACTOIDS THAT WE PRESENTED ON ABOUT LAST TIME.
[01:05:01]
INCREASE 92% YEAR OVER YEAR.UM, THIS IS TOP CITIES THAT VISITED OUR WEBSITE.
SO PHOENIX, LA, NEW YORK, CHICAGO, LAS VEGAS, UM, TOP WEBSITE PAGES.
THIS KIND OF COMES BACK TO YOUR QUESTION, YOU KNOW, GREG, WE HAD OUR REDEFINE YOUR SUMMER PAGE LIVE, WHICH WAS THE LANDING PAGE THAT DEFINITELY HAD THE HIGHEST, HIGHEST VISITATION.
UM, OUR STEWARDSHIP PAGE, WHICH IS NOW APPRECIATE SEDONA.
UM, THAT WAS NOT THE CASE LAST SUMMER.
UM, THAT'S WHERE A LOT OF OUR PAID SEARCH GOES TO PEOPLE THAT ARE LOOKING AT THINGS.
UM, HIKING IS ANOTHER PAGE THAT WE REALLY, YOU KNOW, DO, DO, DO PAID SEARCH WITH, AND THAT'S OUR ALL TRAILS MAPS AND THEN OUR VISITOR GUIDE AND THEN OUR SUMMER DEALS, UM, WHICH, YOU KNOW, JUST GET READY INDUSTRY, UH, WE'RE GONNA INVITE FOLKS TO SUBMIT SUMMER DEALS.
UM, WE'RE ACTUALLY GONNA START COLLECTING DEALS YEAR ROUND AND JUST HAVE A DEALS PAGE.
SO IT'S NOT, DOES NOT TURN ON AN OFF SEASONALLY.
UM, ANDREW, CAN YOU GO BACK A SLIDE? SO YOU ENDED UP AT THE, AT THE END OF THE CAMPAIGN FOR WITH 213,000.
AND SO YOU'RE STARTING OUT THIS ONE WITH 124.
UM, SO I, I GUESS WHAT DO YOU, WHERE DO YOU SEE THAT YOU'RE NOT GONNA HAVE TO SPEND IT THIS TIME AS OPPOSED TO THE LAST TIME? WELL, THE GO, GO AHEAD.
WHEN I TALK ABOUT THE MARKETS, WE'RE, WE'RE, WE'RE TAKING A MORE SURGICAL APPROACH ON MARKETS AND REALLY FOCUSING MORE ON THE HIGH NET WORTH WOULD BE ONE WAY TO DESCRIBE THAT.
BUT THE, THE 50 K, I JUST WANNA MAKE SURE IT WAS CLEAR THE 50 K WAS ADDED BECAUSE, UM, THE RETAILERS MADE IT VERY CLEAR THAT, UM, BUSINESS WAS NOT GOING WELL.
THAT WAS OUR FIRST BUSINESS SURVEY IN WHICH WE ASKED, UM, YOU KNOW, AFTER WE HAD BEEN TOLD THAT THINGS WEREN'T GOING WELL, WE GOT SOME DATA, WE DID AN EMERGENCY SESSION WITH CITY COUNCIL, AND WE, WE ADDED MONEY MID CAMPAIGN, UM, TO DO THAT.
AND THEN, UM, AGAIN, WITH THE DECISION PACKAGE FOR THE EXTRA $300,000, $150,000 OF THAT WOULD BE AVAILABLE TO ADD TO CAMPAIGNS BASED ON MARKET CONDITIONS.
I THINK THE CAVEAT FOR US IS THAT THOSE FUNDS WOULD NOT BE AVAILABLE UNTIL JULY ONE, TWO.
AND THE REASON THAT THE, THERE'S A DIFFERENCE BETWEEN THE 1 63 AND LAST SUMMER AND THE ONE 20, WHAT IS IT FOR FOUR
DO WE, DO WE DIVIDE IT BY TWO AND SPEND HALF OF IT IN THE SUMMER AND HALF OF IT IN THE WINTER? IS THERE A BETTER STRATEGY FOR THAT? AND SO EACH YEAR WE'VE, WE'VE GOTTEN A LITTLE BIT BETTER ABOUT, UM, UNDERSTANDING WHAT ROI IS AND, UM, WHERE IT'S BEST AND WHEN IT'S BEST TO INVEST IT.
UM, THE OTHER MAJOR FACTOR THAT COMES INTO PLAY IS THAT THE WINTER CAMPAIGN IS LONGER.
UM, SO THERE'S JUST MORE DAYS TO BE, UM, INVESTED.
SO RATHER THAN SPLITTING IT IN HALF, IT'S BETTER TO SPEND, UM, MORE OF IT IN THE WINTER AND LESS OF IT IN THE SUMMER JUST BECAUSE OF THE SHEER NUMBER OF DAYS THAT EACH CAMPAIGN IS.
UM, AND THIS WAS THE ATTRIBUTIONS OF THE ECONOMIC IMPACT.
TO YOUR POINT, BRETT, HOW ARE WE, HOW, WHAT, HOW ARE WE MEASURING THIS? RIGHT? I MEAN, THIS IS REALLY THE PRIMARY WAY.
I MEAN, THERE'S OTHER WAYS WE CAN GET INTO, BUT THIS IS THE PRIMARY ONE.
UM, AGAIN, THIS IS WHERE WE DID OBSERVE THOSE IMPACTS TO ATTRIBUTION.
UM, WE STILL THINK THAT'S HAPPENING, BUT OUR WINTER CAMPAIGN CLEARLY GENERATED A BETTER RETURN ON AD SPEND THAN THE SUMMER CAMPAIGN DID.
BUT JUST TO GROUND US IN THAT.
UM, AND THEN THIS WAS A FUN EXERCISE THAT WE DID WITH DBA, UH, WE LOOKED AT, I KNOW WHERE THIS ISN'T BE, THIS WILL BE OUR SIXTH CAMPAIGN, BUT IT'LL BE OUR THIRD SUMMER CAMPAIGN.
SO LET'S LOOK AT OUR, OUR TOP MARKETS FROM 24 AND OUR TOP MARKETS IN 25, AND LET'S INDEX THEM ACROSS THE TWO CAMPAIGNS JUST TO SEE WHO'S AT THE TWO TYPICALLY PERFORMS. WELL, AND YOU KNOW, NO BIG SURPRISE, YOU KNOW, OUR DRIVE MARKETS SANS LAST CAMPAIGN SLIGHTLY, DENVER DID SNEAK UP AS A FLIGHT MARKET, SO WE'RE PRETTY HAPPY ABOUT DENVER.
AGAIN, I'LL EXPLAIN A LITTLE BIT MORE ABOUT THAT WHEN WE GET TO THAT SLIDE.
UM, BUT, YOU KNOW, JUST GROUNDING US IN THAT.
AND THEN, YOU KNOW, THESE ARE THE MARKETS THAT WE'RE PLANNING ON GOING FORWARD WITH, SO I'M OKAY.
THAT'S, THAT'S KIND OF WHY I ASKED BECAUSE IT PARKING ACCESS TO RESTAURANTS 10 DEGREES COOLER, YOU KNOW, APPEALING TO PHOENIX RESIDENTS THAT ARE STAYING MM-HMM
YOU KNOW, THAT BECOMES, YOU KNOW, REALLY INTERESTING TO TARGET.
OH, I MEAN OUR, OUR BREAD AND BUTTER FOR OUR CAMPAIGNS, I'LL JUST KIND OF GO THERE.
I MEAN, PHOENIX AND TUCSON CONTINUALLY RANK NUMBER ONE.
IN TERMS OF ROI, WE SPEND THE MOST OF OUR CAMPAIGN DOLLARS IN THERE.
YOU GO IN, IN, IN PHOENIX FOR SURE.
UM, I KEEP PUSHING FOR, YOU KNOW, TUCSON KEEPS GETTING STRONGER.
UM, AND I JUST KEEP KIND OF PUSHING US TO, TO ACKNOWLEDGE THAT, UM, YOU KNOW, WE, IT TYPICALLY IS A GOOD, WE, IT'S A SMALLER MARKET OBVIOUSLY, SO WE DON'T SPEND AS MANY DOLLARS THERE, BUT I'M CONTINUALLY HAPPY WITH THE TUCSON GROWTH THAT WE'VE BEEN SEEING, AND THAT REALLY STUCK OUT TO ME LAST SUMMER IN PARTICULAR.
I WOULD VALIDATE FROM IN THE FIELD THAT THAT WOULD BE ACCURATE.
YEAH, I, I HAD ANOTHER QUESTION, LIKE ON BRETT'S COMMENT ON HOW WE'RE MEASURING IT, IF WE CAN MEASURE TRAIL USAGE EARLY MORNING, WHICH WE CAN LOOK AT TRAFFIC'S DATA A LITTLE BIT ON THAT, AND WE COULD ALSO LOOK PROBABLY AT THE METRO VIEW THAT I SHOWED YOU THE OTHER DAY.
[01:10:01]
YEP.IT'S A GOOD IDEA OF WHEN THAT'S HAPPENING.
THERE'S TWO THINGS HERE, LARS.
ONE IS MEASURING THE DESTINATION PERFORMANCE AND THE OTHER IS MEASURING CAMPAIGN PERFORMANCE.
AND THOSE TWO THINGS ARE NOT NECESSARILY CONNECTED TO EACH OTHER.
THEY'RE CORRELATED SLIGHTLY, BUT I THINK THAT LIKE WHEN WE'RE LOOKING AT JUSTIFYING EXPENDITURES OF PUBLIC FUNDING, WE HAVE TO LIMIT THE WAY THAT WE REPORT ON THAT TO THAT SPECIFIC THING THAT WE CAN OWN AND CONTROL.
I LOVE YOUR IDEA OF MEASURING DESTINATION PERFORMANCE AS WELL, AND I THINK HAVING THAT UP THERE, BUT I WOULD NEVER ATTRIBUTE OUR CAMPAIGN TO THAT.
THAT'D BE, THAT TO ME THAT WOULD BE A REACH.
I GUESS I'M JUST SAYING TO SEE LIKE, IF WE ARE IN FACT GETTING PEOPLE TO GET THAT EXPERIENCE THE WAY THAT WE'RE DOING IT SO THAT THERE ARE ACTUALLY HIKING THE MORNING AND THEN WE DO SEE AN INCREASE IN BUSINESS VISITATION YEAH.
WHEREVER WE'RE LOOKING AT THAT IN THE MIDDAY.
I WOULD'VE A HARD TIME CORRELATING THAT TO OUR CAMPAIGN THOUGH.
YOU KNOW, I MEAN, I, I WOULD LOVE TO LOOK AT THAT AND UNDERSTAND THAT AT, FROM A DESTINATION LEVEL, BUT I WOULDN'T TIE THAT TO A CAMPAIGN REPORT.
YEAH, I THINK IT'S GONNA BE INTERESTING TO SEE WHAT HOUSTON, UH, HOUSTON DOES YEP.
THIS SUMMER, JUST SIMPLY BECAUSE OF THE HOT AND HUMID DESTINATIONS COMING HERE.
I, AGAIN, I, I THINK OUR BREAD AND BUTTER FOR, YOU KNOW, IT'S OUR, IT'S OUR DRIVE MARKETS.
ALL OF THEM ARE HOT OR HOTTER THAN US.
AND THEN THAT'S WHY YOU SEE US MOVING TO TEXAS IN THE SUMMER WHERE WE'RE NOT DOING THAT AS MUCH IN THE WINTER.
UM, AND AGAIN, WE'LL GET THERE.
UM, SO YOU KNOW, AGAIN, JUST PHOENIX AND TUCSON ALWAYS, NUMBER ONE AND NUMBER TWO IN ROI, UM, THEY TYPICALLY PRESENT AROUND 25 TO 30% OF TOTAL VISITATION THAT WE GET FROM OUR CAMPAIGNS.
YOU KNOW, LA ALWAYS A STRONG MARKET FOR US.
IT'S NUMBER THREE OR NUMBER FOUR IN ROI, IT'S GIVE OR TAKE ABOUT 10% OF, OF, OF ALL OVERNIGHT STAYS.
AND THEN REALLY OUR DRIVE MARKETS REMAIN THE TOP FIVE MARKETS FOR BOTH, YOU KNOW, ROI AND VISITOR VOLUME.
AND, YOU KNOW, OUR AGENCY REALLY IDENTIFY THAT.
THAT'S JUST A RELIABLE CORE OF, OF SUMMER VISITS.
SO MOVING INTO THE PROPOSAL, I'LL START WITH, UM, YOU KNOW, SPEND TIMING AND THEN WE'LL TALK ABOUT MARKETS.
UM, BUT YOU KNOW, AS WE'VE ALLUDED TO, WE THINK IT'S GOOD STRATEGY TO STAGGER OUR CAMPAIGN LAUNCH, UM, SO THAT OUR FLIGHT MARKETS GET ADVERTISING SOONER THAN OUR DRIVE MARKETS.
UM, MAY 1ST WOULD BE THE EARLIEST WE'VE EVER LAUNCHED A SUMMER CAMPAIGN.
I THINK WE DID IT, WE DID LIKE JUNE 1ST TWO SUMMERS AGO, AND THEN WE DID MAY 15TH LAST SUMMER.
AND NOW WE'RE DOING MAY 1ST THIS SUMMER, AND WE'RE ON TRACK TO GET THAT TO HAPPEN.
UM, AND I THINK THAT'S JUST, CAN YOU CONTINUING TO SHOW US MATURE AS A, AS A PROGRAM.
UM, AND THEN WE'LL TURN OFF THE FLIGHTS ON AUGUST 15TH, AND THEN BASICALLY THEY'RE JUST STAGGERED IN THAT WAY.
UM, FROM A STRATEGY STANDPOINT, PAID GOOGLE SEARCH, 12,000 META IN-MARKET ADS, 12,000 META OUTTA MARKET ADS, 20,000.
AGAIN, THE IN-MARKET SUSTAINABILITY MESSAGING, EDUCATIONAL MESSAGING FOR FOLKS WHEN THEY'RE HERE.
THE OUTTA MARKET ADS ARE THE INSPIRATIONAL TO GET HERE.
UM, ATTRIBUTION WEB, GIVE OR TAKE 40 AND ATTRIBUTION, CTV GIVE OR TAKE 40.
AND THAT'S HOW WE GET TO 1 24, 3 40.
AND CAN I JUST TAKE A SECOND TO MAKE A PLUG? IF YOU GUYS HAVE ANY MODELS THAT YOU KNOW OF, EVEN IF YOU WOULD LIKE PEOPLE TO BE IN CAMPAIGNS, PLEASE LET ME KNOW.
UM, WHAT USUALLY HAPPENS IS, UH, I'M NOT ON IT ENOUGH TO FIGURE OUT WHAT THE MODELS ARE, AND THEN I HAVE TO BE THE MODEL AND I'M TIRED OF LOOKING AT MYSELF.
THAT'S ACTUALLY OUR FINANCE TEAM
UM, NO, UH, BUT REALLY IF YOU HAVE ANYONE THAT YOU WOULD LIKE TO BE IN THE PHOTO SHOOT, PLEASE, UM, PASS THEIR NAMES TO ME BECAUSE, UM, WE'RE LOOKING AT HAVING A PHOTOGRAPHER HERE IN EARLY APRIL, SO TO SUPPORT THOSE SUMMER CAMPAIGN, THIS IS ALSO OUR FINANCING, RIGHT? WHAT MM-HMM
SO JUST MARKETS, AND I THINK THIS KIND OF GETS TO STUFF THAT JULIE AND BOTH GREG GR GREG ALLUDED TO.
SO, UM, FOR SUMMER, WE ARE REALLY LOOKING AT THE CORE DRIVE MARKET OF PHOENIX, TUCSON, LOS ANGELES, SAN DIEGO, AND VEGAS, AND SORT OF MAINTAINING THE KIND OF TYPICAL BUSINESS AS USUAL THAT WE'VE BEEN DOING THERE.
UM, AGAIN, WITH THE ADVENT OF NOW, WE ALWAYS HAVE THIS HIGH INCOME CHANNEL KIND OF IN INVOLVED.
UM, AND THEN FLIGHT MARKETS, WE GOT SOME MASTER XES, DENVER HAS BEEN A SOLID FLIGHT MARKET FOR US IN THE SUMMER, AND THEY HAVE NO AFFILIATION WITH THE WORLD CUP.
SO THAT ONE IS SORT OF STAYING BUSINESS AS USUAL FOR US.
UM, THEN YOU'VE GOT SEATTLE, SAN FRANCISCO, DALLAS AND CHICAGO.
UM, WE ARE CHANGING OUR STRATEGY OR PROPOSING A CHANGE TO THAT.
SO WE ARE GETTING MORE SURGICAL AND KIND OF SPECIFIC ONE IS THAT ALSO HELPS US SAVE SOME DOLLARS.
THAT'S HOW WE'RE ABLE TO DO THIS WITH THE LOWER AMOUNT THAT WE HAVE.
BUT JUST LOOKING AT PAST VISITORS, COME BACK TO SEDONA FOR THE SUMMER, AND THEN THAT HIGH INCOME LEVEL.
SO IF WE'RE LOOKING AT KIND OF TWO CHANNELS WITHIN THOSE GEOGRAPHIES, AND THEN HOUSTON IS A PILOT, UM, WE'RE PROPOSING STARTING THAT FOR THE REASONS.
[01:15:01]
KNOW, YOU ALLUDED TO JULIE AND JUST KIND OF GETTING INTO THAT MARKET MORE, THEY'VE ALSO SEEN A PRETTY BIG INCREASE IN HIGH NET WORTH INDIVIDUAL GROWTH, UM, IS SOMETHING THAT WE'VE ALSO LOOKED AT.SO, UM, LET'S PILOT THIS THIS SUMMER.
UM, AND THEN, YOU KNOW, AGAIN, I KNOW CHICAGO IS NOT A HOST CITY, BUT WE'RE SEEING THE PRICE INCREASE THERE.
SO JUST TRYING TO, YOU KNOW, GET MORE NIMBLE WITH THOSE MARKETS IS ESSENTIALLY THE PROPOSAL.
SO HOW, HOW DO YOU VARY THE DIFFERENCE BETWEEN MARKETING HIGH END AND NON HIGH END? UM, SO I THINK THERE'S DIFFERENT WAYS TO ANSWER THAT.
I THINK AT ITS CORE, UM, WHEN WE DO THE GEOLOCATION, LIKE WE KEEP TALKING ABOUT THIS, YOU KNOW, IT MATCHES YOUR HOME UP TO CENSUS INFORMATION, AND THAT'S HOW YOU START TO PULL OUT INCOME LEVEL ESSENTIALLY.
AND THAT'S HOW WE BASICALLY PUT A FLOOR ON IT WITH OUR HIGH NET WORTH CHANNELS THAT WE'RE CREATING.
AND THERE'S SORT OF ANOTHER LAYER ON THIS IS THAT WE DID ESSENTIALLY THE REVERSE GEOTARGETING THAT WE TALKED ABOUT LAST MONTH, WHERE WE GEOFENCED THE NUMBER ONE, THE TOP 1% OF HOTELS IN THE COUNTRY, THINK OF YOUR AMMAN GEAR.
AND WE LOOKED AT WHO WAS GOING TO THOSE HOTELS, AND THEN WE REVERSE ENGINEERED THAT TO WHERE THEY WERE FROM.
AND IF THEY MATCHED SOME OTHER CATEGORIES, THEN WE STARTED MARKETING TO THEM.
AND IS THE MARKETING PROCESS DIFFERENT AT ALL? I MEAN, DO YOU, DO YOU STILL USE ADS AND OR WHATEVER? IT'S STILL THAT, I THINK THE, THE THING THAT WE NEED TO GET BETTER AT IN THIS SPACE IS THAT, AND WE'RE GOING TO, THE GOAL IS TO DO THAT FOR THIS SUMMER.
UM, THIS YEAR WE HAD SIMILAR ADS GETTING SERVED UP TO THIS HIGH NET WORTH CHANNEL.
AND THAT'S SORT OF THE DIRECTION THAT WE'RE TAKING THIS YEAR TO HAVE MORE LUXURY LOOKING ADS.
SO EVERYBODY RIGHT NOW IS GETTING THE SAME ADS.
UM, THAT'S JUST WHERE WE'RE AT, WHERE WE'VE BEEN AT.
IT'S OBVIOUSLY A LOT MORE WORK.
IT GOES FROM LIKE 28 ADS THAT JAMES MAKES TO NOW YOU'RE LOOKING AT 40
UM, BUT THEN YOU START HAVING ADS SPECIFIC TO AUDIENCES, COPY ON THE ADS SPECIFIC TO AUDIENCES, LANDING PAGES, SPECIFIC TO ADS FOR AUDIENCES THAT SAY DIFFERENT THINGS.
I MEAN, THAT'S, THAT'S WHAT, YOU KNOW, I USED TO DO WITH MY TEAM IN COLORADO.
UM, I THINK THEY CREATE 64 AD GROUPS FOR EVERY CAMPAIGN AND THEY BANG THEIR HEAD AGAINST THE WALL
UM, SO I KNOW WHAT THAT'S LIKE.
UM, AND I THINK THAT'S JUST WHERE WE WANT TO CONTINUE TO GROW INTO.
ANDREW, DO, DO PEOPLE EVEN TARGET LIKE HIGH-END MAGAZINES ANYMORE OR ANY OF THAT? YEAH, I MEAN, SO THAT WOULD BE AN EARNED MEDIA PLAY.
I MEAN, AND, AND I, I KNOW THIS IS YOUR FIRST MEETING, BUT YOU KNOW, I DID SHARE A, UH, WE, WE GOT THE FRONT COVER OF SAN DIEGO MAGAZINE, UM, FOR THEIR FEBRUARY ISSUE FOR A PRESS TRIP THAT WE ORGANIZED WITH THE, THE DOLL RESTAURANT GROUP AND THE AMBIENT A PR TEAM IN DECEMBER.
UM, WE GOT AN ARTICLE IN A LUXURY CHINESE LANGUAGE MAGAZINE IN CANADA, UM, THAT I SHARED WITH THE GROUP BACK IN NOVEMBER.
UM, SO THAT'S PART OF OUR EARNED MEDIA STRATEGY.
IT SITS OUTSIDE OF OUR CAMPAIGN STRATEGY.
WE ARE NOT CURRENTLY SPENDING THE EGREGIOUS AMOUNTS OF DOLLARS FOR ADVERTISING IN PRINT.
DOESN'T MEAN WE WON'T EVER, IT MEANS THAT WE'RE GETTING, WE'RE WE'RE, WE'RE MOVING THE NEEDLE WITH EARNED MEDIA AND PR.
UM, I PERSONALLY PREFER NOT TO PAY FOR IT.
IT'S A LACK OF ATTRIBUTION IS A, IT'S LIKE JUST ANOTHER HIT.
IN A, BUT AGAIN, I THINK, YOU KNOW, OUR GOAL IS TO USE OUR EARNED MEDIA LEVER.
AND AGAIN, THERE'S DIFFERENT WAYS WE MARKET.
WE'RE TALKING ABOUT OUR DESTINATION MARKETING CAMPAIGNS AND THE SPEND THAT WE HAVE FOR THAT.
I MEAN, WE GOT KAITLYN BACK THERE.
KAITLYN AND I ARE MOST OF OUR DAYS TALKING TO TRAVEL MEDIA AND TRAVEL AGENTS AND MEETING PLANNERS WITH JAMES.
I MEAN, THAT'S REALLY WHAT A LOT OF THE DAY IN THE LIFE OF US LOOKS LIKE.
DOES THE TAB SUPPORT THE PROPOSED SUMMER 26 CAMPAIGN? OR ARE THERE ANY REFINEMENTS YOU WOULD LIKE TO SEE US CONSIDER? I'M AFRAID TO SAY THIS, BUT, UM, THE WORD SIESTA TO ME SOUNDS LIKE NAP, OR I'M HERE SLEEP, IT MEANS NAP.
UM, I JUST WANNA KNOW WHAT OTHER PEOPLE THINK AND, AND IF THAT'S SOMETHING WE CAN DISCUSS A LITTLE BIT.
BUT IF, IF YOU TAKE THAT LINE WITH A ART CLASS IMAGE, THAT MEANS A TOTALLY DIFFERENT THING.
MORE OF REST, NOT NECESSARILY.
NAP, I THINK IS MORE, COULD YOU SAY REDEFINE YOUR AFTERNOON? I DON'T KNOW.
WE WERE TRYING TO UNDERSTAND, PLAY WITH THE REDEFINED CONCEPT THAT IT'S CHEEKY.
IT'S A NICE, BECAUSE YOU THINK NAP REDEFINED CREATIVITY.
WELL, SEE, HERE'S THE THING IS THAT IT'S, IT'S SUPPOSED TO BE IRONIC, RIGHT? REDEFINE CREATIVITY.
AND IF YOU SHOW TAKE A NAP, A CREATIVE THING.
IT WOULD BE, TAKING A NAP WOULD BE THE CHEEKY THING, RIGHT? RIGHT.
SO OUR CAMPAIGN IS BASED ON REDEFINE A WORD THAT YOU, THAT YOU ALWAYS ASSOCIATE WITH ONE THING, AND THEN WE SHOW SOMETHING COMPLETELY DIFFERENT.
'CAUSE IN SEDONA, THIS IS HOW WE DO SIESTA.
[01:20:01]
THAT'S THE CONCEPT.BUT IF YOU HATE THE WORD SIESTA, THEN I'M, WE'RE ALL EARS IT, I GET IT.
I MEAN, I, I, I THINK OF THE SAME THING.
MAYBE IT'S A, A CLASS LAYER OR WHATEVER, BUT, UM, YOU KNOW, MAYBE REDEFINE, UH, LEISURE TIME OR SOMETHING ALONG ALONG THOSE LINES MIGHT BE, IF WE CAN GET SOME KIND OF A SYNONYM FOR THAT, AS OPPOSED TO CSTA SIESTA, ESPECIALLY IN THE SOUTH, UH, CSP NEEDS YOU LEAN UP AGAINST, AGAINST A BUILDING.
I KNOW RE REDEFINING MAKES A DIFFERENCE.
UM, BUT ARE, IS THE POPULATION THAT YOU'RE TARGETING, ARE THEY GOING TO CATCH THAT? UM, YOU KNOW, I CERTAINLY DIDN'T, I MEAN, I DIDN'T CATCH IT AS BEING OH YEAH.
YOU, IT'S A DIFFERENT CSTA TIME.
UM, SO I, I KIND OF AGREE THAT IT'S, IT'S NOT A, THE CATCH THAT I, I THINK WE'RE LOOKING FOR.
I THINK THAT, SORRY, KEEP GOING.
WHAT I WAS GONNA SAY IS, IN RELATION TO THE SAME THING, I THINK THAT YOU COULD REALLY CAPITALIZE ON THE PHOTO PERIOD OF SUMMERTIME.
LIKE YOU GET SO MUCH OUTTA YOUR DAY.
AND IF THERE'S A WAY TO KIND OF MARKET THAT, THAT YOU CAN ACTUALLY GET WAY MORE FOR YOUR DAYS THAT YOU HAVE HERE IN SEDONA.
'CAUSE LIKE I'M UP AT FIVE 30 IN THE MORNING, I'M OUT THE DOOR AND I'M DONE WITH THAT.
AND THEN I'VE GOT MY WHOLE MIDDAY TO REALLY GO AFTER, WHETHER IT'S THE CREEK OR WHATEVER STUFF I HAVE GOING ON.
BUT FROM A VISITOR'S STANDPOINT, THERE'S A TON OF STUFF TO DO.
AND THEN YOU CAN STILL GET A SUNSET HIKE IN AT THE END OF IT, AND THEN GO TO DINNER.
SO YOU CAN PACK YOUR DAY BIG TIME IN THE SUMMERTIME.
YOU CAN HAVE A SUNSET AT DINNER AT SEVEN 30.
WHAT A CONCEPT, RIGHT?
WE WOULD RECOMMEND AT THIS POINT THAT, YOU KNOW, TAKE A, TAKE ANOTHER LOOK AT THAT AND SEE IF YOU CAN COME UP WITH SOMETHING DIFFERENT.
I JUST WANNA CLARIFY TO GREG THAT WE TYPICALLY HAVE 12 TO 13 READ, LIKE 12 TO 16 REDEFINED PHRASES.
AND THAT'S JUST ONE THAT I PULLED OUT, YOU KNOW, AND I THINK YOU'LL NEVER SEE IT WITHOUT A PHOTO.
SO I THINK YOU'RE LOOKING AT IT AS WORDS AND I TOTALLY, I TOTALLY HEAR THE CRITIQUE, BUT YOU KNOW, AND, AND WE'LL GO BACK AND CONSIDER IT, BUT IT'S ALWAYS TIED TO AN IMAGE, WHICH WOULD BE REDEFINE NIGHTLIFE.
LIKE WHAT DOES THAT MEAN? BUT THEN YOU SEE IT WITH THE MILKY WAY AND THEN YOU KIND OF GET THE MESSAGE.
WELL THAT'S REDEFINE YOUR SUMMER IS ESSENTIALLY THE TAGLINE.
BUT I'M SAYING THAT'S WHAT I'M SAYING, LIKE, BY REDEFINING YOU AGAIN, YOU CAN UTILIZE ALL THAT TIME REALLY EASILY.
AND I THINK THAT'S A NO, I LIKE THAT, LARS.
AND THAT'S AGAIN, I MEAN, I'VE TAKEN A COUPLE NOTES ON POOL LONG DAYS.
THIS IS GOOD FOR US, YOU KNOW, AND TYPICALLY WHAT WHAT WE DO IS WE, WE LOCK OURSELVES IN A ROOM FOR ABOUT AN HOUR AND WE PULL UP THE WHITEBOARD AND WE SAY, REDEFINE WHAT, WHAT ARE WE REDEFINING THIS SUMMER? YOU KNOW? AND SO I THINK THAT'S ON THE AGENDA FOR US, LAUREN.
WELL, AND I THINK MAYBE IN THE FUTURE, ANDREW, I THINK LIKE GOING OVER THE THINK FOR US AS A COLLECTIVE, I THINK IT WOULD HELP FOR US TO HAVE SOME OF THOSE DISCUSSIONS MM-HMM
LIKE ON THAT, ON THAT, THAT CAMPAIGN.
'CAUSE I THINK THAT'S, SOME OF THOSE IDEAS WOULD BE BETTER FLESHED OUT IF WE ALL KIND OF HAVE THAT IDEA.
WELL, LIKE, I REDEFINE WONDER MAYBE IN THE PRESENTATION, I GUESS IN TERMS OF LIKE WHAT YOUR GUYS' GOAL ON IT IS.
WE HAVE A BASICALLY LIKE A SPREADSHEET WITH ABOUT A HUNDRED REDEFINE X WORDS.
AND I REMEMBER WE DID ORIGINALLY AT SOME POINT WHEN WE FIRST DISCUSSED THIS CAMPAIGN MM-HMM
WE DID THAT AND DID GIVE A BUNCH OF OF WORDS.
IT MAY BE INTERESTING IF YOU HAVE THAT SPREADSHEET, POP IT UP.
THIS IS, THIS IS THE FANCY CITY CLERK COMPUTER, SO I'M UNABLE TO PULL IT UP.
AT FIRST, LIKE RENEE, WHEN I HEARD THE WORD, I HAD A REACTION MM-HMM
FIRST IMPRESSION AFTER I THOUGHT ABOUT IT.
AND I THOUGHT ABOUT THE, THE LARGEST TARGET MARKET THAT YOU'RE SPENDING THE MOST DOLLARS ON WITH, FOR THE BIGGEST ROI SIESTA MAY NOT BE A BAD THING.
SO IT DEFINITELY, I, I HEAR HER POINT AND IT MIGHT BE VERY VALID, AND THEN IT ALSO MIGHT BE VALID THE WAY IT IS.
THE OTHER THING I AGREE THAT TOO.
THE OTHER THING THAT HAPPENED THAT WAS SOMETHING THAT HAPPENS TOO, IS THAT WE, WE GET OUT THERE, WE HAVE THIS GREAT IDEA, WE TRY AND DO THE SHOOT, THE PHOTO COMES BACK AND IT'S FLAT, TERRIBLE.
WE'RE LIKE, NO, WE CAN'T DO IT.
SO WE PULL IT ALL TOGETHER, YOU KNOW, IT'S REALLY, IT HAS TO BE THIS MARRIAGE OF, UM, REDEFINED NIGHTLIFE, WHICH EVERYBODY, ANYBODY WHO SEES IT SAYS, OH, I GET IT.
AND SO IT'S TRYING TO FIGURE OUT HOW DO WE RECREATE THAT EACH TIME AND HOW DO WE FIND AN IMAGE THAT MATCHES THAT? AND SOMETIMES IT WORKS AND SOMETIMES IT DOESN'T.
ANYBODY ELSE? ANY OTHER IDEAS? DOES THE AGENCY THAT YOU WORK WITH, DO THEY HELP WITH, I WOULD IMAGINE.
[01:25:01]
VALUE, YEAH.THE IN-HOUSE WORK THAT THIS TEAM DOES, THIS SMALL AND MIGHTY TEAM.
AND THEN WE LEAN IN OUR AGENCY FOR LIKE, IT STARTS WITH US.
E EVERYTHING KIND OF STARTS WITHIN OUR NUCLEUS AND THEN WE BRING THEM IN.
BUT ALSO WITH YOU ALL, YOU ALL LIVE HERE, YOU KNOW, SOME OF THE THINGS THAT DA THROWS OUT, WE GO, MAN, THAT'S NOT IT.
YOU KNOW? SO YOU ALL LIVE HERE, WE'RE ALL EARS.
AND YOU KNOW, IF YOU, YOU ARE OUT WALKING AND YOU COME UP WITH AN IDEA, SEND US ONE.
I THINK, I THINK, BOB, YOU DID THAT LAST, LAST TIME.
REDEFINED CATHEDRAL, I THINK REDEFINE SANCTUARY.
AND THAT WAS ONE OF OUR BETTER PERFORMING CREATIVES.
SO COULD YOU GO WITH SOMETHING LIKE REDEFINE AFTERNOON OR SOMETHING LIKE THAT? I MEAN, BECAUSE THAT'S, UM, AGAIN, IT, IT, THE MAJORITY OF PEOPLE PROBABLY JUST STAY AND WATCH TV IN THE, DURING THE HOT PERIOD.
UM, AND SO, YOU KNOW, IF YOU SAY REDEFINE THE AFTERNOON, THEY'RE GONNA THINK, WHAT DO I DO IN THE AFTERNOON? AND NOW WE'RE TELLING THEM, YOU CAN REDEFINE THAT BY PRESENTING WHAT WE PRESENT FOR THEM.
I, I THINK WE ACTUALLY, WE WERE LOOKING AT THAT CONCEPT OF LIKE HEAT OF THE DAY AND WE HAD LIKE REDEFINED POWER NAP AND WE WERE LIKE, NO, WE'RE NOT DOING REDEFINED POWER NAP.
BECAUSE THAT REALLY ELICITS THE TYPE OF THINKING THAT YOU HAD AND MORE OF LIKE, YOU KNOW, THE DOWNTIME DURING THE DAY.
YOU LIKE, REDEFINE WHAT YOU DO WHEN IT'S HOT.
PROBABLY NOT THAT, YOU KNOW,
I FEEL LIKE YOU COULD JUST, YEAH, YOU COULD JUST DOWNTIME.
DOWNTIME IS ACTUALLY YEAH, I KNOW FOR A FACT.
THAT'S ON OUR LIST OF, OF KIND OF YEAH, I WOULD, I DON'T, I DON'T THINK WE'VE EVER EXECUTED THAT ONE, BUT IT'S ON OUR LIST.
LIKE WITH THE MELTED GLASS, THAT'S A DIFFERENT KIND OF HEAT.
SO APPRECIATE ALL THE CONTINUED FEEDBACK.
UM, BUT FROM A, YOU KNOW, A TIMELINE, A SPEND, A STRATEGY, AN AUDIENCE STANDPOINT, DOES THE TAB APPROVE THAT? YES.
DOES ANYBODY FEEL DIFFERENTLY? OKAY.
SO, UH, IF ALL GOES WELL, UH, WE WILL BE PRESENTING THIS STRATEGY TO CITY COUNCIL DURING THE APRIL 14TH MEETING.
WE ALWAYS APPRECIATE TAB AT THAT MEETING.
NOT THAT THAT'S A REQUIREMENT, BUT I DO ACKNOWLEDGE THAT BOB.
UM, UH, OUR AGENDA BILL IS DUE ON MARCH 19TH.
JUST KIND OF GIVES YOU THE TIMELINE THAT WE'VE GOTTA GET, WHICH IS WHY WE MOVED THIS FROM APRIL TO, TO, TO MARCH.
UM, AS I MENTIONED, WE EXPECT TO LAUNCH THE CAMPAIGN IN FLIGHT MARKETS ON MAY ONE, AND THERE'S THAT MAY ONE, AND THEN DRIVE MARKETS MAY 15.
UM, ONE OF MY GOALS INITIALLY WAS THAT WE'RE NOT JUST DOING CAMPAIGNS THAT SORT OF DOING ANCILLARY MARKETING STRATEGIES.
KIND OF THAT FLANKED THE CAMPAIGNS TOO.
I THINK THE SAN DIEGO MAGAZINE WAS NOT, IT'S SOMETHING THAT CAME TO US, BUT WE WERE ABLE TO CAPITALIZE ON THAT FOR OUR WINTER CAMPAIGN.
UM, WE WILL BE TURNING ON THE OUTSIDE INC.
ADVERTISING ON MAY ONE, AND THAT WILL LOOK AND FEEL LIKE OUR CAMPAIGN CREATIVES.
THAT'S JUST ANOTHER WAY WE'RE GONNA BE MARKETING THIS SUMMER.
UM, WE DON'T WANT TO BUY ADS IN THE SAME MARKET AT THE SAME TIME.
SO THAT'S WHY WE'RE TURNING OFF OUR EDUCATIONAL CAMPAIGN ON MAY 15TH.
UM, AND THEN IT'LL GO RIGHT FROM RIDE THE SHUTTLE PLAN FOR SPRING ALL THE WAY INTO, UM, REDEFINE YOUR SUMMER.
AND THEN WE'LL HAVE THE LOCAL NEWS SEGMENTS WITH A B, C 15, A K, A GLEN THAT'LL BE IN THE PHOENIX METRO IN MAY AND JUNE, AS WELL AS ANOTHER WAY TO TRY TO DRIVE THAT SUMMER VISITATION MM-HMM
UM, TURNING OFF THE EDUCATIONAL CAMPAIGN BECAUSE THE EDUCATIONAL COMPONENTS ARE IN THE OTHER CAMPAIGN.
IS THAT WHAT YOU MEAN? UM, ESSENTIALLY WE DON'T WANNA BUY YEAH.
LIKE WE DON'T WANNA TARGET THE SAME PEOPLE WITH THE, LIKE ESSENTIALLY WE'RE CANNIBALIZING OURSELVES COMPETING AGAINST OURSELVES.
AND THAT'S, SO THE EDUCATIONAL MESSAGING IS OFF FOR THAT SPECIFIC CAMPAIGN WILL HAVE A HEAT SAFETY AWARENESS RIGHT.
MESSAGE WITHIN THE SUMMER CAMPAIGN, RIGHT? YEAH.
SO IT'S MORE JUST, JUST, I'M TALKING ABOUT CAMPAIGN BUYS.
THE EDUCATIONAL MESSAGE DOES GET SHOWN TO YOU WHEN YOU COME IN MARKET AS PART OF OUR REGULAR CAMPAIGN.
AND REALLY THE, TO GO BACK, YOU KNOW, THE AZERA CAMPAIGN IS TO FILL THE GAP BETWEEN OUR TRADITIONAL SEASONAL, SEASONAL CAMPAIGNS AND JUST HIT AN EDUCATIONAL MESSAGE WITHIN THE PHOENIX MARKET AND THEN WE RAMP UP THE FULL SPEND ONCE WE GET INTO SUMMER.
I HAVE ONE MORE QUICK QUESTION ON THIS FOR WHEN IT'S GOING DOWN TO THE TARGET MARKETS IN PHOENIX AND TUCSON, A LOT OF THAT PHOENIX TRAVEL IS DAY TRIP.
NOT THAT WE'RE TRYING TO ENCOURAGE DAY TRIP, BUT IS THAT MESSAGE GONNA GET TO THEM IN TERMS OF THE HEAT MESSAGING? IF, IF THEY, UM, LOG INTO SOCIAL MEDIA WHILE THEY'RE HERE, THEY WILL GET SHOWN AN AD WITH OUR SUSTAINABILITY MESSAGING, WHICH IS USUALLY SURROUNDING
[01:30:01]
TRANSIT.BUT WHEN THEY'RE HERE, THAT'S WHAT I MEAN.
WHEN YOU COME TO MARKET, I GUESS WHAT, WHAT I'M SAYING IS LIKE, WHAT I'M THINKING OF, ONE OF OUR HEAT PROBLEMS WITH PEOPLE COMING IS THEY COME FROM PHOENIX.
THEY DON'T REALLY GET HERE UNTIL LIKE EIGHT OR NINE.
THEY HIKE WHEN IT'S STILL KIND OF COOL OUT AND THEN THEY GET NAILED WITH HEAT.
AND THAT'S WHERE MOST OF OUR, ALL OF OUR HEAT CALLS ARE LIKE 11 TO THREE.
YOU KNOW, WHAT ISN'T OUR SUSTAINABILITY MESSAGING? ISN'T IT IN SEDONA AND ALSO IN PHOENIX? I BELIEVE SO, YEAH.
I JUST WANNA REWIND MYSELF A MINUTE BEFORE THIS, THE, THE MARKET FOR THAT.
SO IT, IT HOPEFULLY WILL HIT THEM BEFORE THEY GET IN AS WELL BECAUSE IT'S, UM, OUR SUSTAINABLE SUSTAINABILITY MESSAGING IN ADDITION TO OUR COME STAY PLAY MESSAGING.
BOTH OF THOSE HIT THE PHOENIX AUDIENCE.
AND I THINK YOU'RE RAISING A BIGGER CHALLENGE, LARS, WHICH AGAIN, THERE'S LIKE OUR DESTINATION MARKETING CAMPAIGNS AND THERE'S LIKE DESTINATION STRATEGY.
UM, YOU KNOW, I THINK THAT, YOU KNOW, A LOT OF THE FOLKS THAT ARE COMING UP FOR THE DAY AND YOU KNOW, THEY'RE PROBABLY NOT THE FOLKS GETTING OUR TRADITIONAL MARKETING ADS, UM, THEY'RE PROBABLY NOT IN THAT TARGET PERSONA.
AND IT'S A CHALLENGE THAT I'VE SEEN, UM, IN MANY DIFFERENT PLACES WHERE YOU'VE GOT, YOU KNOW, DIFFERENT STAGES OF THE VISITOR EXPERIENCE LIFECYCLE.
YOU'VE GOT THEM GETTING INSPIRED TO COME TO SEDONA, THEN THEY START TO LOOK AT INFORMATION ABOUT HOW TO PLAN THEIR TRIP TO SEDONA.
THEN THEY LOOK AT WHERE THEY CAN BOOK ANCHOR PURCHASES LIKE TRANSPORTATION AND HOTELS AND EXCURSIONS, AND THEN THEY COME TO SEDONA.
UM, I THINK A LOT OF THE SUMMER VISITATION THAT YOU'RE REFERRING TO, IT'S REALLY INSPIRED A TRIP.
THERE'S NOT A LOT OF PLANNING AND BOOKING THAT'S GOING ON FOR THAT.
I THINK IT'S LIKE, AND THAT'S, AND THAT'S A, THAT, THAT'S A BIGGER DESTINATION STRATEGY OF LIKE, AND A LOT OF THOSE FOLKS MIGHT SEE A SOCIAL MEDIA POST THAT HAVE NOTHING TO DO WITH THE CITY OF SEDONA.
AND THEN ALL OF A SUDDEN THEY GET IN THEIR CAR AND THEY DRIVE UP HERE.
UM, SO THOSE AREN'T AD INFLUENCED VISITORS BY THE CITY.
THEY MIGHT TO SOME EXTENT FROM WHAT LAUREN SAID WITH HER EDUCATIONAL MESSAGE.
BUT I THINK LOOKING AT A LARGER PROPAGATION OF APPRECIATE SEDONA AS AN INDUSTRY HERE LOCALLY WOULD BE A WAY TO SORT OF SPREAD THAT MESSAGE OUT FURTHER.
AND THAT WOULD BE DIFFERENT THAN A DESTINATION MARKETING CAMPAIGN STRATEGY.
'CAUSE IT'S ONE OF THOSE THINGS WE SEE WHERE PEOPLE GET HAD BY THAT TIMING.
AND IT'S REALLY HOW DO YOU REACH PEOPLE THAT AREN'T LOOKING FOR EDUCATION? YEAH.
I MEAN THAT'S, THAT'S THE BIG QUESTION.
AND I'VE RAN RUN INTO THAT A LOT.
SO IT'S WHY WE, UM, WORKED WITH OUR SUSTAINABILITY TEAM IN THE FOREST SERVICE TO PUT MORE SIGNS OUT OF THAT PERSON.
AND I'M, I'M INVOLVED IN THAT.
I HELPED MAKE THE SIGNS WITH MARK.
BUT AGAIN, I THINK WHAT LARGER BRINGING UP IS HOW DO YOU GET THEM BEFORE THEY GET HERE.
AND THAT'S, THAT'S, THAT'S THE MILLION DOLLAR QUESTION,
WELL THANKS AGAIN FOR THE INPUT.
UH, WE WILL CONTINUE TO MOVE FORWARD WITH THE CAMPAIGN.
[5.c. Tourism Town Halls update]
A FEW MORE THINGS TODAY.ONE IS A TOURISM TOWN HALL UPDATE, AND THIS IS THE LAST TIME, I'M GONNA CALL IT TOURISM TOWN HALL.
WE'VE DECIDED THE WORKING TITLE IS THE FUTURE OF TOURISM AND THE SEDONA EXPERIENCE LISTENING SESSION.
SO, UM, THAT'S WHAT WE'RE RUNNING WITH.
UM, AND AGAIN, JUST TO GROUND US IN WHAT THESE ARE, THE PURPOSE IS TO ASK AND INVITE AND ASK RESIDENTS AND BUSINESSES WHERE THEY WANT TO SEE THE FUTURE OF TOURISM IN SEDONA THROUGH THE LENS OF HOW DO WE IMPROVE THE QUALITY OF THE EXPERIENCE IN SEDONA AND HOW DO WE MAKE IT A WIN-WIN FOR RESIDENTS FIRST AND THEN VISITORS.
UM, THE OUTCOME IS PUBLIC INPUT THAT CAN BE SHARED WITH SEDONA CITY COUNCIL TO HELP INFORM FUTURE TOURISM RELATED DECISIONS AT THE CITY.
UM, UPDATE, I PROMISE YOU WE'D HAVE THESE SCHEDULED BY THIS MEETING, WHICH IS TRUE.
UM, WE WERE THINKING OF THE LIBRARY.
THEY ARE VERY HARD TO GET INTO.
IS, IS, IS WHAT I'VE LEARNED EVEN THREE MONTHS OUT.
UM, SO WE'VE MOVED THIS TO THE HUB AT POSSE GROUNDS.
UM, WE'RE LOOKING AT TUESDAY, APRIL 21 FROM SIX TO 8:00 PM WE WANTED TO MAKE SURE WE HAD AN EVENING SESSION THAT BUSINESSES COULD ATTEND.
UM, AND THEN WE ALSO HAVE A WEDNESDAY MAY 13TH FROM 10:00 AM TO NOON.
UM, THAT'LL BE MAYBE MORE OF THE RESIDENT STYLE SESSION POTENTIALLY.
UM, FROM A DESIGN STANDPOINT, THE HUB'S GOT 10 ROUND TABLES THAT I CAN FIT FIVE TO SIX PEOPLE AT, AND THEN THEY'VE GOT SOME ADDITIONAL RECTANGULAR TABLES.
WE'RE NOT EXPECTING MORE THAN 50 PEOPLE AT THESE.
UM, THAT'S WHAT LAUREN'S TOLD ME.
BUT, UM, BUT YOU KNOW, AND IF WE NEED TO, WE'LL PULL OUT THE RECTANGULAR CHAIRS.
UM, THE PROPOSED AGENDA WOULD BE, WE'RE LOOKING AT, THESE ARE TWO HOUR BLOCKS, BUT I WANT TO START THEM LOOK MAYBE MORE LIKE 105 MINUTES INSTEAD OF 120.
SO START THEM 15 MINUTES AFTER THE HOUR.
UM, JUST GET KIND OF, NOT, NOT GO RIGHT INTO IT BASICALLY.
UM, CAN I ASK ABOUT THE TIMING REAL QUICK? SORRY.
AND I'M CUTTING MID, MID THING THERE, BUT I THOUGHT WE HAD SAID FIVE TO SEVEN.
I'M JUST WONDERING IF SIX TO EIGHT IS SUPER LATE FOR THE TYPICAL, UM,
[01:35:01]
SEDONA PERSON, BUT ALSO I UNDERSTAND YOU'RE SAYING IF THEY'RE FINISHING A WORKDAY, THEN THEY WOULDN'T GET THERE UNTIL, I'M JUST WONDERING, IS A FIVE 30 TO 7 38 JUST SOUNDS LATE FOR SEDONA IN GENERAL? MOST, MOST OF THE CLUBS, LIKE, UH, THE WESTERNERS, UM, UH, THE, UH, LET'S SEE WHO ELSE, UH, CAMERA CLUB.CAN I COMMENT ON THE LISTENING, UM, UH, IN, IN THE TITLE? YEAH.
I, I GUESS IF YOU PRESENT THE TOWN HALL AS A LISTENING EVENT, PEOPLE ARE GONNA EXPECT THEY'RE GOING TO JUST COME THERE AND, AND GIVE THEIR COMPLAINTS.
UM, AND IT'S NOT, IT'S NOT, I DON'T THINK IT LISTS IT.
A LISTENING EVENT MEANS WE'RE GONNA SIT HERE AND LISTEN TO WHAT YOU HAVE TO SAY AND THEN MAYBE WE'LL GO DO SOMETHING ABOUT IT.
AND I, I BELIEVE THAT THE CITY ITSELF HAS ALREADY FELT THAT, YOU KNOW, THE CITY DOESN'T, OR THE RESIDENTS FEEL, THE CITY DOESN'T LISTEN TO WHAT THEY WANNA SAY ANYWAY.
AND SO I THINK BY, SO LIKE INPUT SESSION YEAH.
SOMETHING ALONG THAT, A PROGRESSIVE, YOU KNOW, A PROGRESSIVE MOVEMENT OR SOMETHING ALONG THOSE LINES TO MAKE IT, TO MAKE IT A MORE POSITIVE.
LIKE, WE WANNA KNOW WHAT YOU HAVE IN MIND FOR US TO DO, AS OPPOSED TO WE WANNA FIND OUT WHAT YOUR PROBLEMS ARE.
INPUT SESSION, DOES THAT WORK FOR FOLKS BETTER REDEFINE LISTENING.
UM, SO YEAH, I DON'T KNOW WHAT TO CALL IT, BUT DISCUSSION FELT TO, UM, US AND THEM AS EQUALS RATHER THAN, I REALLY DO WANT THAT, YOU KNOW, RESIDENTS TO BE PUT ON A PEDESTAL SO THAT WE CAN LISTEN AND HEAR WHAT THE, WHAT THEIR IDEAS ARE.
I WONDER IF A PATH MIGHT BE THEN TO SOLICIT, UM, THEIR HEAT AHEAD OF TIME SO THAT WHEN THEY COME, THEY'VE ALREADY BEEN HEARD THROUGH ANOTHER CHANNEL AND THEN THEY'RE A LITTLE BIT LIGHTER IN THE DISCUSSION.
SO WHEN THEY'RE GETTING THE MARKETING FOR THE EVENT, THEY'RE ACTUALLY GETTING A FEEDBACK LOOP BACK TO US OR BACK TO YOU.
I THINK WE AREN'T CURRENTLY LOOKING AT AN RSVP.
UM, THAT WOULD BE A, THE INVITATION FOR THAT.
BUT, UM, LEMME THINK ABOUT THAT.
I THINK I, I'M JUST THINKING OUT LOUD TO MYSELF OF LIKE, BUT THEN IF THEY SUBMIT A COMMENT, THEY'RE GONNA WANNA SAY IT THEN TOO, RIGHT THERE.
THERE COULD BE A FLIP SIDE TO THAT, BUT I THINK, LEMME JUST THINK ABOUT THAT BRETT.
I, I'D LOVE THE IDEA AND I THINK, YOU KNOW, I'M A BIG FAN OF LIKE, HOW DO YOU COOL THE TEMPERATURE EARLY MM-HMM
AND YOU KNOW, AND I THINK, AND, AND ONE WAY THAT I THINK I'M EXPLORING THIS IS THAT, YOU KNOW, LAST MEETING WE DEFINED SOME THEMES ALREADY.
WE'VE KIND OF PUT SOME BUMPERS ON THE BOWLING ALLEY AND KIND OF COMING IN EARLY WITH THAT.
AND SAYING, LOOK, YOU KNOW, AND I THINK, YOU KNOW, BOB, THANK YOU FOR THE GROUND RULES.
I ALSO GOT THEM SENT TO ME FOR MY OLD FRIENDS IN COLORADO.
AND I'M GONNA START TO MAKE, I'M GONNA KIND OF MASSAGE MY OWN BASICALLY.
BUT COMING IN AND SAYING LIKE, REALLY HERE'S THE PURPOSE OF THE DAY.
YOU KNOW, HERE'S THE THINGS WE WANT TO TALK ABOUT.
MAYBE IT IS INPUT SESSION, UM, ON THESE DIFFERENT TOPICS.
AND THEN REALLY AND PRELOADING SOME OF THE FEEDBACK Y'ALL ALREADY GAVE US SO THAT THEY HAVE SOME EXAMPLES OF WHERE WE WANT TO GO.
I MEAN, THAT'S, THAT'S ONE WAY I WANT TO REALLY FOCUS THIS AND KEEP THE TEMPERATURE LOW.
BUT, YOU KNOW, LET ME JUST THINK ABOUT IF THERE'S A ANOTHER WAY TO DO THAT BEFOREHAND AS WELL.
I WOULD ADD REAL QUICK THAT, YOU KNOW, GIVE US YOUR CONCERN NOW, BUT COME WITH YOUR SOLUTION.
UM, JUST IN SITTING HERE AND THINKING ABOUT IT FOR THE PAST TWO MINUTES, THE, I DO THINK THAT INPUT IS POTENTIALLY BETTER THAN LISTENING BECAUSE AS YOU WERE SAYING, YOU'RE, YOU'RE WANTING THEIR INPUT ON A SOLUTION, WHEREAS LISTENING IS COME AND COMPLAIN.
SO I DO THINK THAT'S, IT COMES, IT GETS A LITTLE MORE SOLUTIONS ORIENTED TO BEGIN WITH.
UM, IDEATION STATION, THEY'LL STILL COMPLAIN ANYWAY, BUT RIGHT, OF COURSE.
LIKE, YEAH,
UM, BASED ON WHAT, YOU KNOW FROM YOUR COMMUNITIES THAT YOU'RE IN, DO YOU THINK WE'RE GONNA TAKE HEAT AT THIS? IT IS INTERESTING 'CAUSE WE'RE, I FEEL LIKE IT IS AN UPLIFTING TOPIC OF COME TELL, TELL US WHAT YOU WANT FROM THE TOURISM EXPERIENCE, WHICH I'M SURE THAT WE'LL GET.
YOU KNOW, NONE, NONE, NONE OF IT.
BUT I WAS HOPING THAT THE MAJORITY OF THE FEEDBACK THAT WE GOT WERE ACTUAL SOLU, YOU KNOW, IDEAS FROM PEOPLE ON HOW THEY WANT THE TOURISM EXPERIENCE TO, TO BE BETTER.
I THINK IT'S GONNA DEPEND ON HOW BAD TRAFFIC IS IN MARCH AND APRIL.
SHOULD HAVE DONE IT THIS WEEK.
[01:40:01]
IN THE FIELD THERE, PEOPLE, WHEN YOU MENTION THINGS AND THEY TALK ABOUT, YOU KNOW, THE TRAFFIC AND ALL THE REST, PEOPLE DO COME UP WITH IDEAS, UM, AND THEY JUST FEEL THAT THERE'S JUST NO WAY TO GET THE IDEA THROUGH THE SYSTEM.AND SO I, I THINK THAT THIS TOWN HALL IDEA IS A GREAT IDEA.
AND IF WE, IF THOSE OF US IN THE FIELD PROMOTED AHEAD OF TIME TO, YOU KNOW, OUR NEIGHBORS AND SO FORTH SAYING, YOU KNOW, HEY, THIS IS YOUR CHANCE TO COME AND, AND OFFER SOMETHING DIFFERENT, UM, THAT YOU, YOU THINK WOULD HELP.
UM, YOU KNOW, OBVIOUSLY THERE'S ALWAYS GOING TO BE THE SAME OLD, UH, YOU KNOW, WE NEED A CROSSING AND RED ROCK CROSSING AND SO FORTH.
UH, BUT THERE ARE A LOT OF INTERESTING IDEAS OUT THERE.
I MEAN, THERE'S, I'VE TALKED TO PEOPLE, UM, FOR INSTANCE, UH, A SCENIC OVERLOOK SOMEWHERE, YOU KNOW, WOULD PULL PEOPLE UP OFF THE TRAFFIC FOR FIVE MINUTES.
THEY TAKE THEIR PICTURE AND THEY'RE BACK IN THE TRAFFIC AND THEY'RE GONE.
RIGHT NOW THERE'S NO PLACE FOR A SCENIC OVERLOOK EXCEPT MAYBE THE AIRPORT.
UM, AND SO I THINK THAT, UM, I WAS, I WAS THINKING THAT BECAUSE SOMEBODY SAID, YOU KNOW, WHERE'S THE SEATING OVERLOOK? I LITTLE HORSE.
LITTLE HORSE IS NEVER BEEN PARKING THERE.
SO, YOU KNOW THAT THAT'S THE KIND OF THING THAT MIGHT COME FORWARD IF WE HAVE A MORE OF A PROACTIVE TYPE OF THING.
YOU KNOW, UM, THERE'S BEEN MENTION OF HAVING THE TOUR SET, THE, UM, INFORMATION CENTER, AN ACTUAL PERSON AT AN INFORMATION CENTER AT THE BEGINNING OF THE CITY THAT PEOPLE COULD STOP IN AND SAY, OKAY, I'M HEADING TO DEVIL'S BRIDGE.
HOW DO I GET THERE? AND THEN GOES, NO, NO, DON'T GO DEL BRIDGE.
NOW IT'S TOO HOT AND IT'S TOO LONG.
SO I THINK YOU'RE GONNA FIND THAT THERE IS ACTUALLY A LOT OF IDEAS OUT THERE.
THEY MAY NOT BE FUNCTIONAL, BUT, UH, THESE ARE IDEAS.
AND SO I WAS HOPING THAT THE TOWN HALL WOULD THEN, UH, BRING SOME OF THAT FORWARD SO THAT COULD, THEY COULD AT LEAST SAY, WELL, AT LEAST I TOLD THE CITY, THIS IS WHAT I THINK.
I REALLY LIKE THE TOWN HALL NAME BECAUSE IT, TO ME, THAT REALLY CONNOTES DISCUSSION AND INPUT.
AND THAT'S WHY I LIKE THE NAME OF IT.
BUT IN THE BEGINNING OF WHEN YOU TALK AT THE BEGINNING OF THAT TOWN HALL TO KINDA SET THE EXPERIENCE, YOU'RE GONNA HAVE SOME DISCUSSION ABOUT, 'CAUSE I THINK WE SHOULD DISCUSS THAT WE LITERALLY ARE THRIVING AS WE ARE AS SEDONA BECAUSE OF TOURISM.
SO KIND OF WELCOME OPENING REMARKS, GROUP INTRODUCTIONS, STATE OF SEDONA TOURISM UPDATE WOULD BE AN UPDATE ON THE COMMUNITY PLAN, AN UPDATE ON THE STATE OF THE UNION OF VISITATION, ECONOMIC IMPACT.
I'LL BE ABLE TO PRESENT THE TAX BENEFITS THAT TOURISM PROVIDES TO THE CITY, JUST TO DRIVE THAT POINT HOME OURS.
AND THEN ALSO GIVE SOME KEY MILESTONES ON THE TOURISM PROGRAM.
UM, WE WANNA KEEP THAT PRETTY SHORT AND SWEET.
UM, YOU KNOW, WE'RE 105 MINUTES, YOU KNOW, I WANT AT LEAST AN HOUR PLUS FOR THE TWO SECOND PIECES THAT STARTS TO PUSH THIS DOWN A LITTLE BIT.
UM, AND WE'RE DOING GROUP INTRODUCTIONS, OPENING REMARKS.
WE'RE GONNA HAVE TO HAVE TO DO THAT QUICK.
I'LL JUST DO TABLE INTRODUCTIONS PROBABLY.
UM, AND THEN TABLE GROUP DISCUSSION ONE, YOU GUYS, YOU GUYS ALREADY DID THIS AT YOUR TABLES.
DEFINE THE SEDONA EXPERIENCE AND THEN HAVE A REPORT OUT AT THE END SO THAT WE'RE NOT, IT WAS NICE.
IF WE HAVE 50 PEOPLE, THAT'S GONNA TAKE FOREVER.
BUT DO IT AT THE TABLE GROUPS, PULL OUT KEY THEMES, KIND OF, I'LL BE ABLE TO DO WHAT I DID AND KIND OF TYPE THAT IN LIVE.
AND THEN WE'LL GO INTO ACTION PLANNING.
WE'LL KEEP THE DIFFERENT THEMES WE HAD, LIKE COMMUNITY AND, AND KIND OF NATURE AND WHATEVER WE HAD.
BUT THEN ASSIGN TABLE SPECIFIC THEMES, AND THEN YOU'LL ACTION PLAN IDEAS SPECIFIC TO THAT THEME.
AND THEN WE'LL DO SORT OF A CLOSING COMMENTS.
HOPEFULLY A BIT OF A KUMBAYA IS WHAT I'M REALLY GOING FOR AT THE END THERE.
BUT WE'LL SEE
AND JUST SOMETHING FROM MY OWN, JUST SO YOU KNOW, UM, AT LEAST WHERE ONE PERSON, UM, IN LEADERSHIP IN THE CITY IS THINKING IS, I'M LOOKING FOR PLACES WHERE, UM, THE RESIDENT EXPERIENCE OVERLAPS WITH THE VISITOR EXPERIENCE.
BECAUSE JUST KIND OF A PERSONAL PHILOSOPHY OF MINE IS IF, IF WE BUILD THINGS FOR RESIDENTS, THE TOURISTS ARE GOING TO WANT TO BE THERE.
AND SO IF WE CAN THINK RESIDENT FIRST ABOUT THINGS, UM, YOU KNOW, WHEN I THINK ABOUT, YOU KNOW, WHEN I VISIT A, A DESTINATION, I WANT THE LOCAL FLAVOR.
AND SO I WANNA KNOW WHAT THE LOCALS ARE DOING AND I WANT TO TRY AND ASSIMILATE INTO THAT.
RIGHT? UM, AND SO THAT'S JUST A, A PLACE WHERE I'M COMING FROM OF, UM, ARE THERE ANY, UH, OF, OF THE IDEAS THAT COME OUT OF THIS, THE, WHERE I CAN SEE, YOU KNOW, THAT OVERLAP BETWEEN RESIDENT FOCUSED AND ALSO A WIN FOR THE VISITORS? ONE MORE QUESTION ON THE, ON THE PROCESS WHEN YOU'RE TAKING EVERYBODY'S NOTES DOWN, IS THAT'S JUST GONNA BE LIKE HAND NOTES OR IS THERE GONNA BE AN INTERACTIVE ASPECT TO THIS? UM, I MEAN, I AM PLANNING ON DOING WHAT I DID WHERE THE SCREEN'S UP AND I'M TYPING THE REPORT OUTS.
SO WE HAD A, I'M PART OF THE TRANSPORTATION.
IT'D BE LIKE, BE LIKE, YOU DO LIKE A POLL, RIGHT? LIKE ONLINE IS WHAT YOU'RE REFERRING TO? CORRECT.
AND THEN LIKE, AS PEOPLE TYPE THAT STUFF IN, THE STUFF IS ACTUALLY COMING UP LIVE ON THE SCREEN.
WE JUST DID THIS WITH THE TRANSPORTATION PLANNING PROCESS FOR NACO AND AECOM, AND YOU COULD SEE I, AS PEOPLE PUT THAT STUFF UP THERE, IT SPURRED PEOPLE'S BRAINS A LITTLE BIT TO PUT MORE AND THEY WOULD DOUBLE IT UP AND
[01:45:01]
THEN YOU WOULD SEE WHAT KIND OF FLOATS TO THE TOP.I, I'VE DONE THAT AT WORKSHOPS.
I WASN'T PLANNING ON THIS, BUT LET THINK ABOUT IT, LARS.
CAN I ASK, UM, WOULD YOU CONSIDER A PRINTED, UM, INTRODUCTORY? I MEAN, I CAN SEE YOU PRESENTING THE INFORMATION, TOURISM COSTS AND, AND SO FORTH, BUT MAYBE SOME OF THAT IN, IN A PRINTED FORM THAT PEOPLE CAN TAKE HOME.
AND THEN OUR EXPECTATIONS FOR YOU, I DID SEND A INVITE FOR THESE MEETINGS TO YOUR SEDONA AZ.GOV EMAIL ACCOUNT.
PLEASE RESPOND WITH YOUR AVAILABILITY.
I KNOW MANY OF YOU ALREADY HAVE, BUT I HADN'T, I DIDN'T EVEN TOLD YOU YET.
IF YOU HAVE, UM, WE TALKED ABOUT THIS LAST TIME, BUT IF YOU ARE AT THE MEETING DURING GROUP AND DURING THE WELCOME AND OPENING REMARKS, UM, ACKNOWLEDGING YOUR ROLE ON THE TAB AND THEN, UM, YOU KNOW, WE'LL SEE HOW MANY PEOPLE ARE THERE, BUT I'D LOVE TO HA LEAN ON YOU TO BE FACILITATING THE TABLE THAT YOU'RE AT.
SO SPREADING OUT TAB MEMBERS AROUND, WE'VE GOT MORE THAN SIX TAB MEMBERS, BUT I DON'T KNOW HOW MANY OF YOU WILL BE THERE EACH TIME, BUT DEFINITELY HELPING US DO THE FACILITATION.
I'LL BE SORT OF RUNNING THE SHOW AT THE GROOM LEVEL.
YOU KNOW, CAITLYN WILL BE THERE.
I'M SURE LAUREN WILL BE THERE.
BUT HELPING US KEEP, KEEP THE CONVERSATION ON TRACK IS REALLY WHAT I MEAN BY THIS.
AND THEN, UM, WE ARE PLANNING A JOINT SESSION WITH CITY COUNCIL PROBABLY IN LATE MAY, EARLY JUNE.
REALISTICALLY, I COULD SEE WHAT WE'RE DOING WITH BUDGET, BUT THEN THAT GIVES YOU ALL A CHANCE TO SHARE WHAT YOU LEARNED WITH US WITH CITY COUNCIL.
I MIGHT NOTE TOO THAT, UM, I'VE INVITED ALL THE RANGERS.
AND PROBABLY WOULD WE THINK IT MIGHT BE BENEFICIAL TO HAVE THEM IN UNIFORM MM-HMM
UM, BECAUSE THEN IF THEY, IF THEY LEAD A, A TABLE FOR INSTANCE.
UM, AND I PRESUME, UM, PARKS AND RECREATION IS SOMEHOW FOREFRONT ON SOME OF THIS TOO, BECAUSE PARKS AND RECREATION IS PROBABLY THE ONE THING THAT YOU CAN POINT TO THAT SAYS YOU HAVE A RESIDENT AND VISITOR OVERLAP.
YOU KNOW, YOU HAVE THE MOVIES, YOU HAVE THE, THE, UM, CONCERTS, YOU HAVE FALL FESTIVALS, YOU HAVE THE EASTER THING.
UM, ALL THOSE THINGS ARE, THAT'S PROBABLY THE ONE PLACE I FIND WHERE THE POPULATION OF THE, OF THE ATTENDEES, THERE'S HALF AND HALF OR BETTER.
THERE'S A LOT OF DEPARTMENTS THAT DEAL WITH THIS.
I THINK, YOU KNOW, THAT'S ONE OF THE QUESTIONS I'VE, YOU KNOW, JUST BEEN INTERNALLY REFLECTING ON, IS THAT, YOU KNOW, ROADWAYS, PUBLIC WORKS, COMMUNITY DEVELOPMENT, PARKS AND REC, UM, NOT THE TOURISM PROGRAM.
UM, SO YES, WE ARE GONNA BE INVITING OTHER DEPARTMENTS TO BE THERE, BUT THIS WAS DIRECTED BY CITY COUNCIL TO BE MANAGED BY THE TOURISM PROGRAM.
SO OUR JOB IS TO COMPILE INPUT FROM THE COMMUNITY AND SHARE THAT WITH CITY COUNCIL.
AND YOU KNOW, I'M EVEN, YOU ARE THINKING ABOUT IT FROM A PARKS AND REC STANDPOINT.
UM, ANOTHER THING TO THINK ABOUT IS, UM, A SHADE STRUCTURE ON A SHARED YOUTH PATH.
YOU KNOW, THAT'S SOMETHING THAT WOULD BE RESIDENT FOCUSED RESIDENTS ARE SAYING, HEY, I WANT, UM, TO HAVE, YOU KNOW, HAVE A COMMUNITY SPACE ON MY SHARED USE PATH.
WELL, THAT'S SOMETHING THAT, UH, A VISITOR WOULD WANT AS WELL.
SO, UM, THERE'S A LOT OF THOSE AS WE CAN THINK ABOUT THE DIFFERENT DEPARTMENTS OF, OF, UM, WHERE THOSE WOULD OVERLAP.
WE ARE ALSO ONE OF THOSE PLACES THAT WHERE WE HAVE TOURISM AND LOCAL, LOT OF LOCAL AND TOURISM CROSSOVER, AND WE ALSO HAVE MEETING SPACE TOO.
SO IF YOU EVER WANNA USE OUR SPACE AS WELL.
ANDREW, YOU ALSO MENTIONED OTHER, OTHER PARTS OF THE CITY.
DO YOU HAVE ANYBODY FROM THE FOREST SERVICE LIKE PHILIP OR KEVIN WOULD BE PROBABLY, UM, THEY'RE GONNA GET AN INVITED, IT'S GONNA THIS SLIDE BASICALLY.
UM, SO WE'RE GONNA BE PUBLISHING THE PUBLIC PUBLIC ANNOUNCEMENT ON THE CITY WEBSITE NEXT WEEK.
UM, ONCE THAT HAPPENS, WE'RE GONNA START TO E QUEUE UP, KIND OF E NOTIFY PRESS RELEASES AND SOCIAL MEDIA, BUT THEN WE'LL BE EXTENDING SPECIFIC INVITATIONS TO LOCAL INDUSTRY LEADERS.
AND YES, THAT'S, THAT'S THE AIM IS TO GET SOME FOREST SERVICE REPRESENTATION THERE.
THEN COUNTY, UM, I DON'T KNOW YET ON THAT ONE.
UM, AND THEN PLEASE HELP US SPREAD THE WORD MM-HMM
SO YEAH, WE WILL, I, I'LL, I'LL MAKE SURE YOU GUYS GET THE ANNOUNCEMENT WHEN IT'S THERE THAT HAS THE TITLE.
I'M CURRENTLY GOING WITH INPUT SESSION, BUT I'LL THINK ABOUT IT DEEPER
UM, BUT THEN IT'S ALSO HAS A DESCRIPTION AS WELL.
AND THEN WE'RE GONNA HAVE AN AGENDA WITH IT TOO.
SO JUST THAT FORMAL INVITATION THAT REALLY DESCRIBES WHAT THIS IS BEYOND JUST TITLE.
UM, AND WE'D LOVE TO GET THAT TO YOU ALL SO YOU CAN HELP SPREAD THE WORD.
I KNOW WE ARE RUNNING PRETTY CLOSE ON TIME, BUT, UM, WANNA GET THROUGH THE NEXT TWO PRETTY QUICKLY.
[5.d. Digital information kiosks update]
UH, DIGITAL KIOSK UPDATE.UM, I'LL TRY TO DO THIS QUICK.
UH, SO, UM, AGAIN, FOR THE NEW FOLKS, A BIG PART OF, I GUESS THE LAST YEAR OF THE TAB WAS ON A DISCUSSION ON VISITOR SERVICES.
UM, YOU KNOW, DO WE CONTINUE TO SUPPORT THE VISITOR CENTER? WE ALL RESOUNDINGLY SAID YES, BUT THEN WE ALSO AGREED
[01:50:01]
TO ACTIVATE A MORE, UM, DIGITAL APPROACH TO VISITOR SERVICES, WHICH IS THE DIGITAL KIOSKS.UM, WE HAVE TWO KIOSKS IN THE BASEMENT OF THE POLICE DEPARTMENT.
UH, WHAT, WHAT, WHAT
IS THAT WHERE IT'S, I DON'T KNOW HOW THIS PLACE WORKS, MAN.
UM, BUT YEAH,
ONE OF THEM IS A ONE-SIDED KIOSK, UM, THE PROPO.
AND THEN WE ARE FINALIZING AN AGREEMENT FOR A THIRD KIOSK USING SAVINGS FROM THIS FISCAL YEAR.
UM, SO THE SEDONA VISITOR CENTER IS THE TWO-SIDED KIOSK.
IT'S GONNA BE BETWEEN THE FRONT DOORS, THE TO LOCKA P KIOSK IS THE ONE-SIDED KIOSK, AND THAT'LL BE ADJACENT TO THE, TO, UM, PINK JEEP TOURS KIOSK, WHICH, YOU KNOW, THAT PART OF, TO LOCKA PKI SOUTH, ALTHOUGH THAT'S NOT WHAT IT'S CALLED.
UM, AND THEN THE THIRD ONE THAT WE'RE BUYING WILL BE A TWO-SIDED.
THAT WILL BE AT THE NEW PARK AND GARAGE.
UM, WHEN THAT GOES LIVE, IT'LL BE OUTSIDE, LIKE ON THE YEP.
THEY'RE ALL, THEY'RE ALL OUTDOOR KIOSKS.
WELL, I WAS JUST THINKING LIKE WHERE WITHIN THE STRUCTURE, YOU KNOW, LIKE, I DON'T KNOW.
ORIGINALLY I HAD, IN MY MIND IT WOULD BE LIKE AGAINST A WALL INSIDE THE LOWER LEVEL, WHICH MAKES NO SENSE.
SO, UM, I ADVOCATED FOR IT TO BE RIGHT NEXT TO THE RESTROOM.
OH, I MEAN, NOT LIKE RIGHT NEXT.
BUT IT'S IN THE PATHWAY OF THE MAIN WAY THAT YOU WOULD WALK IN AND OUT OKAY.
SO IF YOU PARK ON THE LOWEST, THE, THE LEVEL THAT WILL BE UNDERGROUND, YOU MIGHT NOT WALK PAST IT, BUT THE REGULAR TWO LEVELS, YOU'LL WALK RIGHT THROUGH THIS KIND OF BREEZEWAY AREA AND THERE'S A RESTROOM THERE AS WELL.
AND THEN OUR TEAM IS CONTINUING TO WORK THROUGH THE CONTENT MANAGEMENT SYSTEM, AKA A CMS IN PREPARATION FOR THE INSTALLATIONS.
UM, I KNOW THAT THE CONCRETE'S BEEN POURED AT TO LOCK A POCKET.
WE'VE GOT JUST SOME LICENSE AGREEMENTS WE'RE WORKING ON WITH THE TWO PROPERTY OWNERS AT THE TOP.
UM, ONCE THOSE ARE SIGNED, THEN WE CAN MOVE FORWARD WITH THE CONCRETE AND ELECTRICAL AT THE OTHER LOCATION.
UM, AND THEN HERE IS THE WRAP THAT WE LANDED ON WITHIN OUR COLORS.
UM, AND AGAIN, THAT'S WITH WITHOUT THE SCREEN BEING ON.
UM, WHAT I WANNA SHOW YOU REAL QUICK WOULD BE WHAT THAT EXPERIENCE CURRENTLY SORT OF LOOKS LIKE.
SO, UM, YOU CAN KINDA SEE EACH KIOSK HAS ITS OWN MODULE ESSENTIALLY.
UM, AND WHAT'S COOL ABOUT THAT IS WE CAN PUT IMAGES SPECIFIC TO LOCATIONS SO THAT TO LOCK A P KIOSK WILL HAVE PICTURES OF TILAK ON IT.
AND THE VISITOR CENTER ONE WILL BE MORE OF SORT OF A DESTINATION LEVEL.
WE WANNA MAKE SURE THAT WE'RE STILL EXPRESSING TILAK AT THAT, AT THAT, AT THAT KIOSK.
UM, AND THEN WE'RE WORKING WITH ROB ON THE TEAM RIGHT NOW AND CAITLYN TO SORT OF JUST KINDA LOAD UP, LOAD UP THOSE IMAGES.
UM, IF YOU'RE FAMILIAR WITH OUR TILAK PHOTOGRAPHY, UM, IT'S LIKE THE COUPLE WITH LIKE THE NICE GREEN THAT THE ARCHWAYS IS ONE THAT WE'RE THINKING ABOUT PUTTING HERE.
UM, SO YOU WOULD CLICK TO START THAT? THAT'S NOT THE IMAGE THAT WOULD BE THERE.
WE HAVEN'T, WE HAVE NOT REPLACED THEM YET.
UM, AND THEN, YOU KNOW, WE CAN SWAP OUT THESE IMAGES AND WE'VE GOT OUR TRAILS, OUR MAP, OUR EAT PLAY LOAD.
UM, JUST GOING TO EAT REAL QUICK.
UM, AND THEN THIS IS ALL TIED INTO OUR SIMPLE VIEW.
IT'S DESIGNED TO BE RANDOMIZED AND THEN YOU CAN CLICK ON ONE OF THESE AND THEN YOU CAN SEE DIRECTIONS TO IT.
SEND IT TO YOUR PHONE, SEND IT TO AN EMAIL, ADD IT TO AN ITINERARY.
AND THEN THEY CAN DOWNLOAD THIS ONTO THEIR PHONE, RIGHT? YEAH, WITH QR CODE.
THERE'S A PROGRESSIVE WEB APP THAT'S PART OF THIS.
UM, BUT YEAH, A LOT OF THIS JUST SENDS IT TO YOUR PHONE.
ARE WE GONNA TRACK PEOPLE? YEAH, WE HAVE, UH, WE WON'T TRACK THEIR MOVEMENTS, BUT WE'LL TRACK THEIR ENGAGEMENT WITH THE KIOSK.
SO WE'LL SEE HOW MANY PEOPLE INTERACT WITH IT PER DAY.
UM, WE'LL TRACK WHAT THEY'RE MOST INTERESTED IN LEARNING ABOUT.
IS THERE A REASON WE AREN'T GONNA TRACK THEM OTHERWISE? WHAT, WHAT DO YOU MEAN? LIKE THROUGH, UM, YOU KNOW, IF THEY DOWNLOAD THE APP NOW WE KIND OF HAVE THE OPPORTUNITY TO KIND OF TRACK THEIR MOVEMENT WITHIN A TOWN OR TO HAVE MORE, UM, I DON'T KNOW IF IT HAS THAT FUNCTIONALITY.
DO YOU KNOW? I DON'T THINK WE'RE GONNA BE ABLE TO TRACK IN INDIVIDUAL MOVEMENTS OF PEOPLE.
IT DOESN'T GIVE US LIKE A HEAT MAP OF WHERE PEOPLE GO ONCE THEY'VE OPENED THE APP UP OPEN.
ONE THING YOU COULD DO IS PUSH NOTIFICATIONS IF THEY'RE WITHIN A CERTAIN, YOU KNOW, OH YEAH.
THEY'D HAVE TO BE USING THE APP.
YOU KNOW, I THINK MY EXPECTATION IS WE'RE GONNA HAVE A LOT MORE KIOSK USAGE THAN APP DOWNLOADS, BUT THAT'S SOMETHING THAT WE'LL FIND OUT.
BUT YEAH, I MEAN, TO YOUR POINT, YOU CAN SEND ALERTS TO PEOPLE THROUGH THE APP IF IT'S LIKE, HEY, THERE'S AN EVENT COMING UP.
LIKE THERE'S WAYS TO SORT OF SEND, YOU KNOW, NOTIFICATIONS THROUGH THE APP.
WHICH WOULD BE DIFFERENT THAN THE KIOSK.
I WOULDN'T WANNA SECOND GUESS WHAT'S GOING ON, BUT YOU'RE
[01:55:01]
TALKING ABOUT MORE KIOSK, WHICH SOUNDS GOOD, BUT WHY DID YOU PICK THIS VISITOR CENTER? WOULDN'T YOU, WOULDN'T YOU THINK THAT THE PEOPLE INSIDE THE VISITOR CENTER ARE GOING TO GIVE THE SAME INFORMATION PART OF IT? VISITOR CENTER'S NOT ALWAYS OPEN.AND IT'S SORT OF A, A KNOWN AREA FOR VISITOR INFORMATION AT THIS POINT.
IF YOU'RE CONSIDERING THE FUTURE, I, I, I CONSIDER SOMETHING AT THE OTHER END OF TOWN.
WE DID A WHOLE EXERCISE WITH THE TAB ON THIS ONE.
UM, AND WE ENDED UP SORT OF BY PROCESS OF ELIMINATION, LAND LANDING WHERE WE LANDED, I THINK, YOU KNOW, IN MY HEART OF HEARTS I WANTED TO IDENTIFY A SITE IN WEST SEDONA, UM, TO SORT OF SPREAD OUT THAT.
AND WE JUST COULDN'T FIND A LOCATION THAT I THINK MADE AS MUCH SENSE.
UM, 'CAUSE IT'S JUST MORE DISPERSED IN WEST SEDONA AND YOU KIND OF JUST KNOW THAT THERE'S THESE CONCENTRATIONS OF THINGS.
YOU KNOW, IN THE FUTURE IF YOU'RE CONSIDERING ADDITIONAL KIOSK, I WOULD SAY DEFINITELY DOWN LIKE SENAGAL PLAZA SOMEPLACE, BUT ALSO, YOU KNOW, THE, THE SHUTTLE STOP AT THE, UM, OUTSIDE THE HIGH SCHOOL, HIGH SCHOOL WOULD PROBABLY BE A GREAT SPOT BECAUSE THOSE PEOPLE ARE ALL DOING THIS THING.
THEY'RE GOING TO DEVIL'S BRIDGE AND THEN THEY GOT THE REST OF THE DAY, WHAT ARE WE GONNA DO NOW? AND SO I, THAT WOULD BE ANOTHER OPTION I WOULD THINK.
WE DID MENTION ACTUALLY ALL OF THOSE THINGS, THE FAR END OF UPTOWN AND THE TRAIL HEADS AND THE GROCERY STORES AND, AND IT WAS A MATTER OF THE COST OF THE KIOSKS.
AND THEN JUST ULTIMATELY, LIKE HE SAID, AS AS A GROUP AND WITH STAFF, WE ELIMINATED THOSE.
SO JUST WANTED TO GIVE YOU A QUICK UPDATE THAT WE'RE MOVING THROUGH THINGS.
UM, AND WE'LL KEEP THIS PROGRESS.
WE'LL, WE'LL KEEP THAT TRAIN MOVING.
UM, AND THEN I DID WANT TO GO BACK TO THE DECK.
I DIDN'T GET TO DO RESEARCH LAST TIME.
I HAVE, HEY ANDREW, CAN WE SEND THEM A LINK TO THAT KIOSK? YEAH.
LIKE IS THAT, DO YOU KNOW IF THEY'LL, THIS IS BEHIND A, AN ACCOUNT? YOU HAVE TO, YOU HAVE TO LOG INTO THAT.
SO UNTIL WE, UNTIL WE ACTIVATE IT, NO, NO, WE'RE NOT ABLE TO DO THAT.
UM, SO I HAVE TWO MINUTES, THREE MINUTES.
[5.e. State of Sedona Tourism Research]
SO THIS IS A NEW ONE FOR YOU ALL.UM, I PRESENTED THIS TO CITY COUNCIL ON DECEMBER 17TH.
I THOUGHT IT WAS IMPORTANT THAT I WOULD SEND IT OR I WOULD SHARE IT WITH THE TABS.
SO, UM, I HAVE BEEN WORKING REALLY CLOSELY WITH OUR FINANCE TEAM TO REVIEW OUR CITY SALES AND BED TAX.
IN FACT, I'M NOW ESSENTIALLY AN EXTENSION OF THE FINANCE TEAM AND WE LOOK AT TAXPAYER INFORMATION THAT I CANNOT SHARE WITH YOU PUBLICLY.
UM, BUT THAT HELPS US REALLY UNDERSTAND, YOU KNOW, WHY ARE WE DOWN AT TIMES? WHY ARE WE UP AT TIMES? YOU KNOW, I THINK THIS ALL STARTED IN JUNE WHEN WE PRESENTED A 31% DECLINE IN BED TAX FOR JUNE.
AND THAT JUST DIDN'T MATCH UP TO THE PERFORMANCE DATA THAT WE HAD.
I KNEW WE WERE PROBABLY DOWN, IF I HAD TO GUESS MAYBE MORE LIKE 10% IN JUNE, THAT WAS NOT A STRONG ONE.
AND THEN WE WORKED TO IDENTIFY THAT THERE WERE DELINQUENT TAX PAYMENTS, UM, WITHIN THAT MONTH.
AND THAT'S WHY YOU THEN SAW JULY BE 48% UP.
SO THAT WAS KIND OF, AND THEN WE SAW THE DELINQUENT PAYMENTS THAT WE WERE EXPECTING, RIGHT.
SO THAT'S JUST BEEN PART OF MY ROLE OF UNDERSTANDING WHO ARE THE HOTELS, WHO ARE THE SHORT TERM RENTALS, TIMESHARES EVERYTHING ELSE.
UM, SO, YOU KNOW, THROUGH NOVEMBER OF THIS YEAR AND WE LOOK AT THINGS CALENDAR, RIGHT? I THINK THAT WAS ONE OF THE EXERCISES I HAD IS IF WE JUST LOOK AT EVERY MONTH AS IF IT'S, YOU KNOW, GOSPEL, LET'S MAYBE LOOK AT THINGS MORE QUARTERLY, IS WHAT I'VE BEEN SHARING WITH COUNCIL.
'CAUSE IT'S JUST THE WAY THAT PAYMENTS LINE UP.
I USED TO THINK THAT SALES AND BED TAX IS ALWAYS GOSPEL AND THEN, YOU KNOW, JUST LIKE EVERYTHING, IT HAS ITS OWN CAVEATS, RIGHT? UM, IT'S STILL THE BEST THAT WE HAVE AND ESPECIALLY IF YOU LOOK AT IT FROM AN ANNUAL VIEW, IT CERTAINLY IS THE BEST THAT WE HAVE.
UM, SO THROUGH NOVEMBER OF A CALENDAR YEAR, AND I PRESENT A CALENDAR YEAR 'CAUSE THAT'S HOW OUR BUSINESS COMMUNITY WORKS AS PART OF MY PRESENTATION TO COUNCIL.
UM, WE'RE 2% UP IN BED TAX YEAR OVER YEAR, CALENDAR YEAR THROUGH NOVEMBER.
UM, AND THEN BED TAX ENDED UP BEING, YOU KNOW, ESSENTIALLY, YOU KNOW, NO, NO.
FLAT, FLAT YEAR OVER YEAR, UM, THROUGH NOVEMBER.
AND THEN MORE IMPORTANTLY, AS PART OF ALL THIS, UM, I KNOW THIS IS A LITTLE TOUGH, I'LL KIND OF JUST KIND OF WALK YOU THROUGH IT, BUT, UM, WE LOOKED AT BREAKING OUT THE HOTELS, THE TIMESHARES AND THE ONLINE TRAVEL AGENTS AND THE SHORT-TERM RENTALS AND THE SHORT-TERM RENTAL LISTING PLATFORMS INTO TWO DIFFERENT CATEGORIES.
JUST TO ANSWER THAT QUESTION OF WHAT IS THE SHORT-TERM RENTAL INDUSTRIES INDUSTRY'S, UM, CONTRIBUTION TO THE BED TAX REVENUE.
UM, AND WHAT WE FOUND, OR WHAT WE HAVE FOUND IS THAT THROUGH 11 OF THE 12 MONTHS OF CALENDAR, YEAR 25, IT'S A 60 40 SPLIT HOTEL TIMES SHARES ONLINE TRAVEL AGENTS VERSUS SHORTTERM RENTALS AND SHORT TERM RENTAL LISTING PLATFORMS. SO THAT'S A QUESTION I THINK A LOT OF PEOPLE HAVE BEEN ASKING AND WE FOUND IT OUT.
SO WHAT'S REALLY INTERESTING ABOUT THAT IS AI SAYS SOMETHING DIFFERENT.
UH, WHY WOULD AI HAVE PERCENT THE DATA ON SHORT TERM RENTALS THROUGH, THROUGH CLAUDE? YEAH.
WELL WHERE WOULD AI HAVE THE DATA FROM
THAT'S MY POINT IS WE THINK WE'RE GETTING THIS FACTUAL DATA FROM AI AND WE'RE NOT, I'M LOOKING AT CONFIDENTIAL
[02:00:01]
TAXPAYER INFORMATION THOUGH, RIGHT? THEY WOULDN'T BE ABLE TO HAVE THE DATA IS THE CRAZY THING.SO, UM, I THINK JUST PAUSING AT THIS, INTERESTINGLY, UM, THIS IS SORT OF LIKE, I THINK I SHARED THIS WITH ALTHEA AND, AND, AND, AND JOHN THE CHAIR.
BUT WHEN I DID THIS EXERCISE AND I JUST STARTED THROWING DARTS ON, I WAS LIKE, I BET IT'S 60 40 AND IT'S LITERALLY EXACTLY.
I WAS LIKE, WHY DID I SPEND ALL THIS TIME ON THIS? IT'S 64.
BUT YOU DIDN'T EVEN DO THE WORD.
BUT THERE'S SUCH A NUANCE TO THIS WHERE, YOU KNOW, IT'S INTERESTING THAT DURING OUR HIGH SEASONS MARCH, APRIL, YOU KNOW, MAY YOU'RE LOOKING AT HOTELS REALLY TAKE OVER, YOU KNOW, I WOULD'VE GUESSED AT SPRING BREAK YOU WOULD SEE MORE SHORT-TERM RENTAL REVENUE.
AND THEN DURING OUR LOWER SEASONS IS WHERE YOU START TO SEE SPECIFICALLY JANUARY, FEBRUARY, THEY'RE KIND OF TAKING, TAKING OVER AT LEAST IN, AT LEAST IN JANUARY.
SO THAT WAS SORT OF JUST A, A, A FINDING THAT I HAD.
I DON'T KNOW WHAT WE KIND OF DO WITH THAT INFORMATION OTHER THAN I THINK WHAT WE DO KNOW NOW IS WHAT THE SHORT TERM RENTAL INDUSTRY'S CONTRIBUTION TO THE, TO THE VISITOR ECONOMY IS.
SO YOU DON'T HAVE DECEMBER YET? NO.
COULD, COULD THAT BE BECAUSE THERE'S MORE HOTEL ROOMS JUST MORE AVAIL, MORE DOLLARS COULD GO INTO THAT.
UH, IT'S, I MEAN, PERCENTAGE WISE, LIKE, LIKE THEY, THEY REACH A CERTAIN PEAK LEVEL.
SO WE'VE GOT 1800 HOTEL ROOMS IN THE CITY.
WE'VE GOT ABOUT A THOUSAND ROOMS IN THE TIMESHARES.
AND WE'VE GOT, GIVE OR TAKE 1700 SHORT TERM RENTAL LISTINGS, WHICH NETS OUT ABOUT 4,500 KEYS.
UM, SO WE HAVE ABOUT THE SAME NUMBER OF UNIQUE SHORT-TERM RENTAL LISTINGS AS WE HAVE HOTEL ROOMS AS FAR AS THE DOLLARS THOUGH, IN THE, THE APRIL, MAY, JUNE, UM, MARCH, APRIL, MAY, WHERE THE HOTELS, YOU KNOW, THEY, THEY, THEY RUN AT A HIGHER OCCUPANCY THAN THE SHORT TERM RENTAL AND THEN MAYBE THEIR PRICES GO UP AND YEAH.
AND I THINK THAT'S, THAT'S A PIECE OF IT.
I THINK I'M, I'M WORKING ON A REPORT RIGHT NOW THAT I'M GONNA TRY TO SHARE WITH THE LODGING COUNCIL AND I'LL TRY TO FIND TIME TO SHARE IT WITH YOU, WHICH LOOKS AT A, A FIVE YEAR LOOK BACK ON LODGING PERFORMANCE.
UM, I THINK ONE OF THE THINGS I'LL JUST, I DON'T HAVE IT PREPARED FOR TODAY, BUT I'LL JUST GIVE YOU SOME OF THE HIGH LEVEL FINDINGS IS THAT, UM, WE'VE BEEN MOST SUCCESSFUL IN THE LAST FIVE YEARS AS A DESTINATION IN GROWING OUR JANUARY AND FEBRUARY.
UM, SO THIS CHALLENGE OF CAN WE GROW OFF PEAK DEMAND IN WINTER AND SUMMER? I WOULD SAY THAT, YOU KNOW, WE AS A DESTINATION, THAT'S WHERE WE'VE SEEN THE BIGGEST DEMAND GROWTH IN BOTH SHORT-TERM RENTALS AND LODGING HAS BEEN JANUARY, FEBRUARY.
SO TO ME THAT'S A BIG SUCCESS FOR US.
WE'VE SEEN SOME OF THE MOST REVENUE GROWTH IN MARCH, APRIL, MAY.
'CAUSE WE'VE SEEN ADRS GO THROUGH THE ROOF DURING SPRING, RIGHT? SO, BUT WE'VE NOT SEEN AS IT'S, THE REVENUE IS THERE.
SO YOU SEE THE BED TAX INCREASES, BUT IT DOESN'T CORRELATE TO VISITATION INCREASES AT THE SAME LEVEL.
'CAUSE IT'S BEEN THE RATE THAT'S BEEN DRIVING THAT UP WHERE IN LOOK AT PEOPLE COMING, WE'VE SEEN THE MOST IN JANUARY, FEBRUARY, WHICH YOU KNOW, IS SOMETHING I JUST WANT TO APPLAUD OUR LODGING COUNCIL WITH WHEN I PRESENT THAT TO THEM.
UM, AND THEN I KNOW WE'RE AT TIME, BUT JUST WANNA SHARE THAT, YOU KNOW, JANUARY SO FAR HAS BEEN LOOKING REALLY GOOD.
I KNOW YOU SEE SOME RED THERE IN VRVO, THAT'S THE SMALLEST OF THE THREE CHANNELS AND IT'S BEEN THIS, I'VE SEEN THIS SHIFT RIGHT NOW BETWEEN AIRBNB AND VRVO WHERE ONE OF THEM'S UP, ONE OF THEM'S DOWN.
UH, WE THINK THAT THEY'VE STARTED PUTTING THE CLEANING FEES INTO THE PRICE AND THAT'S PUT VRBO PRESENTATION HIRES.
SO MAYBE THAT'S WHY AIRBNB IS STARTING TO TAKE OVER A LITTLE BIT 'CAUSE THEY'RE TYPICALLY LOWER.
BUT, UM, JUST KNOW THAT FROM A HOTEL STANDPOINT, WHICH IS AT THE TOP, YOU KNOW, UM, WE'RE SEEING PRETTY STRONG YEAR OVER YEAR GROWTH IN JANUARY AND I'M HEARING GOOD NEWS FROM OUR HOTELS ABOUT THEIR CURRENT PERFORMANCE FOR THE FIRST QUARTER OF THE CALENDAR YEAR.
UM, AND I ALREADY SENT THIS ALL TO YOU, BUT I KNOW WE'RE AT TIME, BUT I WANTED TO GET THAT OUT.
ANYTHING ELSE FROM ANYONE ON TAB? THANKS FOR GIVING US A FEW EXTRA MINUTES AND WE'LL ADJOURN THE MEETING.