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GOOD.[1. CALL TO ORDER, PLEDGE OF ALLEGIANCE, ROLL CALL]
WHENEVER YOU WANT.LET'S CALL THE ORDER PLEDGE OF ALLEGIANCE.
PLEDGE ALLEGIANCE OF THE UNITED STATES OF AMERICA.
TWO REPUBLIC FOR WHICH IT STANDS.
NATION UNDER GOD, GOD, INDIVISIBLE.
WITH LIBERTY AND, AND JUSTICE.
[3. CONSENT ITEMS]
CONSENT ITEMS. MINUTES FROM LAST MEETING.EVERYBODY GET A CHANCE TO REVIEW THE MINUTES FROM THE MAY 6TH MEETING? 2026.
ANY OPPOSED? BUT IT'S APPROVED.
DOESN'T LOOK LIKE THERE'S ANY PUBLIC CARDS.
[2. ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF]
BUSINESS? OH, YOU OF STAFF AND BOARD ANNOUNCEMENTS FIRST.ANYBODY HAVE ANYTHING TO UPDATE FROM THE BOARD? AND THEN WE'LL GO TO STAFF SINCE WE MET TWO, THREE MONTHS AGO, JUST, HI, WELCOME BACK.
HOPE YOU HAD A GOOD SUMMER STAFF.
WE HAVE QUITE A FEW UPDATES TO SHARE WITH YOU ALL FROM THE LAST COUPLE MONTHS SINCE WE LAST MET IN, IN MAY.
BUT FIRST AND FOREMOST, YOU WILL NOTICE A NEW FACE BEHIND ME AND ON THE SCREEN.
ADAM HALL, UM, JOINED US AS OUR NEW DESTINATION DEVELOPMENT COORDINATOR ON JULY 6TH.
UM, AND HE JOINS US AFTER NINE YEARS WITH LEBERT DE SEDONA, WHERE HE WAS SERVED AS THE DIRECTOR OF THE FRONT OFFICE.
BUT I'LL LET ADAM QUICKLY SAY HI AND INTRODUCE HIMSELF.
UH, IT'S BEEN, UH, A REALLY BIG LEARNING OPPORTUNITY FOR ME TO KIND OF GO FROM THE PRIVATE SECTOR TO PUBLIC SECTOR.
ANDREW'S A GREAT MENTOR AND I LOOK FORWARD TO WORKING CLOSELY WITH ALL OF YOU.
SUPER EXCITED TO BE ABLE TO KIND OF BE BACK TO FULL STAFFING.
I'M REALLY EXCITED TO HAVE ADAM ON THE TEAM.
THE OTHER ONE I WANNA SHARE, AND THIS IS KIND OF A TWO PART UPDATE.
ONE IS THAT YOU MIGHT NOTICE US CALLING OURSELVES THE SEDONA TOURISM OFFICE.
UM, THAT'S SORT OF WHAT WE'RE NAMING KINDA THE CORPORATE ENTITY THAT WE'RE DEALING WITH.
IT USED TO BE THE CITY OF SEDONA TOURISM PROGRAM.
SO NOW WE'RE GOING SEDONA TOURISM OFFICE.
UM, SO THAT'S SORT OF THE LANGUAGE WE'RE MOVING FORWARD WITH.
AND THEN, UM, WE DID TURN THREE YEARS OLD ON JULY ONE.
UH, WE ENDED UP DOING A BIRTHDAY PARTY ON JULY 7TH.
WE SANG OURSELVES HAPPY BIRTHDAY AS A TOURISM OFFICE.
I WAS A LITTLE SORRY WE DIDN'T GET ANY CAKE
SO JUST AGAIN, JUST THANK YOU ALL FOR THE WORK THAT YOU DO TO HELP MAKE THIS OFFICE POSSIBLE.
UM, AND JUST GOOD TO ACKNOWLEDGE MILESTONES EVERY ONCE IN A WHILE.
UM, JUST WANT TO, AGAIN, UPDATE YOU ON STUFF THAT'S BEEN GOING ON THE LAST COUPLE MONTHS.
SO, UM, CITY COUNCIL DID APPROVE THE FY 27 BUDGET IN JUNE, WHICH INCLUDED OUR BASE BUDGET.
AS I MENTIONED, OUR BUDGET WAS KIND OF FLAT YEAR OVER YEAR, BUT WE DID ALSO GET THE $300,000 DECISION PACKAGE APPROVED.
UM, AND AS YOU MAY RECALL, IT WAS PROPOSED AS A DECISION PACKAGE.
UM, AND YOUR RECOMMENDATION WAS TO MOVE THINGS INTO THE BASE BUDGET.
CITY COUNCIL'S RECOMMENDATION WAS TO MOVE THINGS INTO THE BASE BUDGET.
SO TECHNICALLY OUR BASE BUDGET WAS INCREASED 150 K IN PAID ADVERTISING.
UM, A HUNDRED K OF THAT IS FOR THE YEAR ROUND ADVERTISING FOR THE HIGH NET WORTH INDIVIDUAL AUDIENCE.
AND THEN ANOTHER 50 K WAS FOR THE STRATEGIC EVENT MARKETING.
AND WHAT WE, WHAT WE MEAN BY THAT IS WHEN THERE ARE EVENTS IN THE PHOENIX AREA DURING OFF PEAK TIMES OF YEAR, WE COULD LOOK TO MARKET SEDONA DURING THOSE, DURING THOSE EVENTS, OR KIND OF AS PART OF THOSE EVENTS.
AND THEN ANOTHER 150 K OF THE 300 WAS MOVED INTO GENERAL FUND CONTINGENCY FUNDS.
THOSE ARE NOT IN OUR BASE BUDGET, BUT THOSE ARE IN CONTINGENCY.
UM, AND I'LL TALK A LITTLE BIT MORE ABOUT HOW WE'VE ALREADY BEEN ABLE TO UTILIZE THOSE IN RESPONSE TO THE POCKET FIRE AS PART OF THIS UPDATE RIGHT NOW.
UM, BUT FROM KIND OF A LINEAR TIMELINE STANDPOINT, UH, WHEN THE BUDGET GOT APPROVED, CITY COUNCIL REQUESTED THAT WE PRESENT AN INDUSTRY PERFORMANCE FRAMEWORK AND ASSOCIATED PERFORMANCE THRESHOLDS FOR ACCESSING THE CONTINGENCY FUNDS IN THAT SECOND BULLET THERE.
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WHAT'S GONNA BE OUR FORMULA OR OUR PROCESS FOR ACCESSING THOSE FUNDS.SO, UM, WE WERE GETTING READY TO DO THAT ON JULY 14TH.
BUT IN BETWEEN US GETTING ON THE AGENDA AND GETTING READY FOR THAT MEETING, THE POCKET FIRE OBVIOUSLY STARTED ON JUNE 19TH.
UM, UNFORTUNATELY I'VE HAD QUITE A BIT OF EXPERIENCE IN THE DMO WORLD WITH WILDFIRES.
IT STARTED IN 2017 WITH THE EAGLE CREEK FIRE THAT IMPACTED THE COLUMBIA RIVER GORGE IN OREGON AS WELL AS WASHINGTON.
UM, WHAT WE AT TRAVEL OREGON KIND OF INSTITUTED IN RESPONSE TO THAT.
AND THE WAY THAT MY BRAIN KIND OF COMPARTMENTALIZES CRISIS MANAGEMENT PLANNING IN THE DMO WORLD IS YOU'VE GOT PREVENTION, MITIGATION, AND RECOVERY AS THREE DIFFERENT STAGES THAT I MOVE A DMO THROUGH IN THAT SPACE.
UM, PREVENTION IS REALLY THAT, YOU KNOW, HOW DO WE EDUCATE TO AVOID A CRISIS? AND I THINK OUR APPRECIATE SEDONA PROGRAM AS AN EXAMPLE OF HOW WE'VE BEEN ENGAGING IN PREVENTION, THERE HAS BEEN WILDFIRE MESSAGING, YOU KNOW, IN THAT, IN THAT PROGRAM.
SO THE FOUNDATIONS ARE THERE, UM, BUT YOU CAN'T PROTECT AGAINST EVERYTHING, UM, AT ALL TIMES.
BUT AT LEAST WE DO THINGS IN DURING PREVENTION.
UM, THEN THERE'S MITIGATION, WHICH IS HOW DO YOU RESPOND IN THE MOMENT? UM, IN SOME WAYS, D OS TYPICALLY TAKE A STEP BACK.
YOU LET THE EMERGENCY RESPONDERS, EVERYBODY ELSE TAKE THE LEAD.
BUT, UM, I'LL SHARE A LITTLE BIT ABOUT WHAT WE DID DURING MITIGATION ON, ON, ON THIS SLIDE.
AND THEN REALLY RECOVERY IS, I THINK WHERE THE DM OS REALLY COME BACK INTO A FULL SWING OF, YOU KNOW, WE'RE EXCITED TO WELCOME YOU TO OUR COMMUNITY.
YOU KNOW, PLEASE CONSIDER SEDONA AS YOUR NEXT SUMMER VACATION THIS YEAR.
UM, SO THAT'S KIND OF THE PHASE THAT, YOU KNOW, I'VE BEEN LOOKING AT ALL THIS THROUGH.
UM, BUT IF WE JUST LOOK AT WHAT IT, SO IN ADDITION, SO PREVENTION APPRECIATES SEDONA IS, IS IS WHAT WE'VE BEEN DOING, KIND OF THAT SPACE AND EDUCATIONAL MESSAGING.
UM, WHEN IT COMES TO MITIGATION, JUST WANNA SHARE THAT.
UM, WE DID NOT GO DARK WITH OUR SUMMER CAMPAIGN DURING THE POCKET FIRE.
UM, SO OUR CAMPAIGN REMAINED LIVE THE ENTIRE TIME.
UM, THAT'S NOT ALWAYS THE CASE.
UM, MY FRIENDS IN LEADVILLE LAKE COUNTY, COLORADO HAD TO GO DARK 'CAUSE THEY WERE UNDER A MUCH MORE SIGNIFICANT THREAT TO THE COMMUNITY.
SO EACH, EACH CRISIS PRESENTS ITSELF DIFFERENTLY.
UM, IN OUR CASE, WE KEPT THE CAMPAIGN ON, BUT WITH A BIT OF A NUANCE.
SO WE ADDED A BANNER MESSAGE TO THE TOP OF EVERY SINGLE SCENIC SEDONA PAGE, WHICH IS REALLY WHAT THE DRIVER IS.
WHEN YOU SEE AN AD, YOU GO TO OUR WEBSITE AND YOU SEE A BANNER THAT ACKNOWLEDGES THAT THE POCKET FIRE IS OCCURRING SEVEN MILES FROM TOWN.
WE HAD AN UPDATE ON THE AMOUNT OF CONTAINMENT THAT WAS OCCURRING AT THE TIME.
AND THEN WE GAVE, WE SAID THE COMMUNITY WAS OPEN, AND THEN WE GAVE THE LINKS TO WHERE YOU COULD LEARN MORE.
UM, ROB AND OUR TEAM ALSO, HE DID THE BANNER, BUT HE ALSO ADDED LANGUAGE TO OUR GETTING AROUND PAGE THAT TALKED ABOUT HOW THE SHUTTLE SYSTEM WAS, UM, BEING MODIFIED DUE TO THE POCKET FIRE AND THE CLOSURES WE HAD ON CERTAIN ROUTES, AS WELL AS KIND OF WHERE TO FIND MORE INFORMATION.
AND THEN ONE INTERESTING ONE THAT I WANNA SHARE WITH YOU ALL IS I WAS ACTUALLY ON VACATION WHEN ALL THIS HAPPENED.
UM, BUT I CAME OUT OF, UM, I CAME BACK INTO SERVICE IN UTAH WHERE THERE WERE ALSO ACTIVE FIRES GOING ON.
AND I WAS IN TOUCH WITH LAUREN AND I WAS ABLE TO GO INTO OUR ALL TRAILS ACCOUNT AND TOGGLE OFF THE CLOSED TRAILS.
AND THAT IMMEDIATELY UPDATED THE WEBSITE AND UPDATED THE, THE, UH, DIGITAL KIOSKS AT THE SAME TIME.
SO THAT TOOL ENDED UP BEING VERY HELPFUL IN THIS SPACE.
'CAUSE THEN WE STARTED TO JUST ONLY DIRECT PEOPLE TO TRAILS THAT WERE OPEN.
AND I WAS ABLE TO DO THAT REMOTELY OR FRANKLY, IN REAL TIME, WHICH IS, WHICH IS A RATHER INTERESTING WAY TO LOOK AT HOW WE HANDLED THE MITIGATION HERE.
UM, AND THEN REALLY, UH, ONE OF THE BIG LIFTS THAT WE DID WAS LISTENING TO THE BUSINESS COMMUNITY.
UH, WE RELEASED OUR TOURISM BUSINESS AND OUTLOOK SURVEY, QUOTE UNQUOTE KIND OF POCKET FIRE FOCUSED.
UM, GOT MORE THAN 50 RESPONSES, WHICH IS MORE THAN DOUBLE WHAT WHAT WE'VE GOTTEN TO PREVIOUS ONES.
UM, AND THEN WE ALSO DID A LOT OF FOCUS GROUP CONVERSATIONS, UM, WORKING VERY CLOSELY WITH DAVID KEY AT THE CHAMBER ON, ON KIND OF ALL OF THIS TO UNDERSTAND REALLY WHAT WERE THE BUSINESS IMPACTS.
SO THAT'S REALLY WHAT WE DID DURING MITIGATION.
UM, AND THEN I'LL SLOWLY KIND OF GET TO HOW WE HANDLED RECOVERY.
SO, UM, WE WERE ALREADY ON THE JULY 14TH AGENDA TO PROPOSE THE INDUSTRY PERFORMANCE FRAMEWORK, UM, TO BE ABLE TO COMMUNICATE HOW WE COULD ACCESS $150,000 OF CONTINGENCY FUNDS EARMARKED FOR PAID ADVERTISING.
UM, BUT AS A RESULT OF THE POCKET FIRE, WE EXPANDED THAT PRESENTATION, UM, AND INCLUDED A CRISIS MANAGEMENT THRESHOLD.
SO IT WENT FROM ONE PROPOSAL TO TWO.
UM, SO THE FIRST ONE IS REALLY WHAT I WOULD CALL A CHANGE IN MARKET CONDITION.
UM, AND I GUESS BEFORE I GO THROUGH THIS, I THINK WE'RE ALL MAYBE FOCUSED ON THE RECENT CRISIS.
UM, I JUST WANNA ALSO MAYBE TAKE US BACK TO LAST YEAR WHEN WE SAW AN ECONOMIC DOWNTURN THAT RESULTED IN THAT ABOUT 6% DROP IN OVERNIGHT DEMAND THAT WE SAW REALLY HAPPEN FROM, YOU KNOW, MARCH, APRIL TO, UH, UH, NOVEMBER, DECEMBER.
SO THIS FRAMEWORK IS MORE RELATED TO THAT, A CHANGING MARKET CONDITION AND ECONOMIC DOWNTURN.
THE SECOND FRAMEWORK IS RELATED TO A CRISIS.
JUST WANT TO KIND OF ACKNOWLEDGE THAT UPFRONT.
SO EITHER WAY, OUR FRAMEWORKS ARE BASED ON PRIMARY AND SECONDARY DATA.
UM, WHICH IS LOOKING AT THINGS LIKE LODGING, LODGING, PERFORMANCE SPENDING, BUSINESS INPUT.
WE'VE TALKED ABOUT THIS IN THE TAB.
NOT EVERY DATA SET'S AVAILABLE IN REAL TIME.
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AND THE ONES THAT ARE AVAILABLE SOONER ARE SORT OF LESS STATISTICALLY RELEVANT THAN THE ONES THAT ARE AVAILABLE LATER.BUT THEY'RE ALL HELPFUL FOR US TO GET AN INSIGHT INTO WHAT MIGHT BE HAPPENING.
AND THEN, UM, YEAR OVER YEAR COMPARISONS ARE LESS RELEVANT.
WHEN THE PREVIOUS YEAR'S PERFORMANCE WAS POOR, WHEN WE PROPOSED THIS TO COUNCIL, WE DIDN'T WANT TO BASICALLY ARTIFICIALLY LOWER THE BAR EVERY YEAR IF WE LOOKED BACK.
AND IF WE WERE TO COMPARE WITH 25 BEING 6% DOWN AND OVERNIGHT DEMAND AND THE DATA, IF THAT WAS THE BAR AND WE KEPT GOING SLIGHTLY BELOW THAT, WE WOULD JUST KEEP GOING DOWN THE STAIRCASE.
SO WE PROPOSED IT AS GIVING US THE DISCRETION THAT IF WE HAD A A POOR YEAR, WE WOULD GO TO THE YEAR BEFORE.
SO FOR US, WE COMPARED, UM, WE'VE BEEN COMPARING 26 TO 24.
UM, AND THEN AGAIN, IF, IF 20 AND THEN WE'LL KINDA GO GO THAT WAY.
UM, AND THANK YOU BOB FOR BEING AT THAT MEETING AND SHARING YOUR COMMENTS AS WELL.
SO, SO WHAT WE ENDED UP WITH WAS A TRAFFIC LIGHT SYSTEM.
UM, WHERE, UH, AND AGAIN, I WANNA SHARE THAT, UM, THE GOAL OF THIS IS IF THE F IF THE FRAMEWORK IS MET OR THE THRESHOLD'S MET, THE CITY MANAGER HAS THE AUTHORITY TO GIVE THE TOURISM OFFICE FUNDS FROM THE CONTINGENCY.
UM, THE GOAL OF THIS IS NOT TO GET FUNDS OUT OF CITY COUNCIL.
IT'S THAT CITY COUNCIL WOULD GRANT THE CITY MANAGER THE AUTHORITY TO GIVE US FUNDS, WHICH WOULD ALLOW US TO MOVE FASTER.
'CAUSE IT WOULDN'T REQUIRE A CITY COUNCIL MEETING TO BE CONDUCTED FOR US TO THEN PROPOSE THIS TO THEM.
WE COULD WORK INTERNALLY AT THE CITY UP TO A CERTAIN AMOUNT OF DOLLARS THAT ARE ALREADY IN CONTINGENCY AND THROUGH A THRESHOLD AND KIND OF FRAMEWORK THAT WE'VE AGREED TO.
YEAH, ANDREW, THAT SAVES WHAT ABOUT THREE WEEKS? THREE TO FOUR TYPICALLY? YEAH.
UM, SO WE PROPOSED A TRAFFIC LIGHT SYSTEM, UH, JUST FOR US AS WE'RE MONITORING THIS PRIMARY AND SECONDARY DATA.
UM, GREEN IS FLAT OR POSITIVE PERFORMANCE WITH NO ADDITIONAL PAID ADVERTISING FUNDS DEPLOYED.
I WOULD CALL THAT KIND OF A BUSINESS.
WE HAVE OUR BASE BUDGET ADVERTISING.
UM, IF THINGS ARE FLAT OR ABOVE, WE'LL CONTINUE WITH, YOU KNOW, THE, THE JOB THAT WE, THAT WE'VE SET OUT TO DO.
UM, IF WE START TO SEE PERFORMANCE DECLINING, THAT'S THAT YELLOW, UM, CITY STAFF WILL BEGIN A DEEPER INVESTIGATION INTO INDUSTRY PERFORMANCE.
NO ACTION IS MADE IN TERMS OF FUNDING, BUT WE KIND OF RAISE THE FLAG AND SAY, HEY, WE'RE STARTING TO SEE SOMETHING.
UM, LET'S GET THE CITY MANAGER INVOLVED.
LET'S START MAYBE POSTURING OURSELVES IN A DIRECTION, BUT WE ARE MORE THAN HAPPY TO MOVE AWAY FROM IT IF WE SEE THINGS SHIFT BACK, BASICALLY.
SO IT'S MORE OF THAT, YOU KNOW, YELLOW.
AND THEN RED IS WHEN WE'VE SEEN A DEFINITIVE TREND OF DECLINING INDUSTRY PERFORMANCE.
AND CITY STAFF IS NOW WORKING WITH THE CITY MANAGER TO EXPLORE UTILIZATION OF CONTINGENCY FUNDS.
UM, SO DIVE DEEPER INTO THAT GREEN LIGHT.
OVERNIGHT DEMAND AND BOOKING PACE ARE FLAT OR INCREASING WITHIN WEEKLY HOTEL AND SHORT-TERM RENTAL PERFORMANCE DATA.
AND A MAJORITY OF NEUTRAL OR POSITIVE RESPONSES ARE BEING SUBMITTED TO THE TOURISM BUSINESS PERFORMANCE AND OUTLOOK SURVEY, WHICH IS KIND OF ONGOING THINGS THAT WE HAVE.
UM, YELLOW LIGHT IS REALLY WHEN WE'RE LOOKING AT OVERNIGHT DEMAND AND, AND LODGING.
BOOKING PACE IS MARGINALLY DECLINING WITHIN WEEKLY HOTEL AND SHORT-TERM RENTAL PERFORMANCE DATA.
IF WE'RE SEEING TWO TO THREE WEEKS OF CONTINUED DECLINES IN THE WEEKLY SMITH TRAVEL RESEARCH DATA AND THEN CAN VALIDATE THAT WITH GUEST NIGHTS AND THE SHORT TERM RENTAL DATA, WE'RE STARTING TO RAISE THE FLAG TO SOME EXTENT WITHIN CITY LEADERSHIP TO SAY, HEY, THIS IS WHAT WE'RE SEEING.
UM, AND THEN WE START TO MAYBE DO OUR BUSINESS, LISTEN LISTENING.
IF WE, IF WE HAVE A BUSINESS PERFORMANCE AND OUTLOOK SURVEY, WE'RE SEEING RESPONSES TO THAT.
I MIGHT JUST BE WORKING WITH DAVID KEY AND HIS TEAM TO START TO SURVEY, SURVEY THE BUSINESS COMMUNITY, JUST KIND OF GUT CHECK THE DATA THAT WE SEE.
AND THEN REALLY IT'S THE ADOT VEHICLE VOLUME, WHICH IS A REALLY FANTASTIC RESOURCE FOR US WHEN WE HAVE IT AT, AT THE TIME IT COMES MONTHLY.
UM, BUT WE START TO SEE FLATTER DECLINING VEHICLE VOLUMES.
THEN RED LIGHT IS WHEN ESSENTIALLY WE'RE ADVOCATING FOR OR REQUESTING UTILIZATION OF CONTINGENCY FUNDS FROM THE CITY MANAGER.
AND IT'S UP TO THE CITY MANAGER'S DISCRETION ON WHETHER OR NOT TO APPROVE, APPROVE THAT REQUEST, OBVIOUSLY.
BUT, UH, WHERE WE LANDED WAS OVERNIGHT DEMAND IN THE HOTELS IS DOWN 3% OR MORE FOR FOUR PLUS WEEKS.
UM, AND THEN WE'RE KIND OF VALIDATING THAT, UM, SECONDARILY THROUGH MAJORITY OF NEGATIVE RESPONSES ARE SUBMITTED TO THE TOURISM PERFORMANCE SURVEY.
UM, FOCUS GROUPS WITH BUSINESSES ARE KIND OF VALIDATING THAT SAME DECLINE.
UM, IF WE HAVE THE CREDIT CARD DATA, WHICH WE WOULD AT THIS POINT AFTER FOUR, FOUR PLUS WEEKS, WE'RE SEEING A DECLINE IN SPENDING WITHIN THE TOURISM PROGRAMS, DESTINATION MARKETING CAMPAIGN MARKETS.
UM, IT'S REALLY LOOKING AT THOSE MARKETS THAT WE'RE WORKING IN.
'CAUSE THAT'S WHAT THE AGENCY IS.
IF IT'S DOWN IN FLORIDA, OUR CAMPAIGNS AREN'T GONNA MARKET IN FLORIDA, FOR EXAMPLE.
IT'S REALLY LOOKING AT THOSE SPECIFIC MARKETS, THE ONES THAT WE ARE ADVERTISING TO, AND THAT WE HAVE THE ABILITY TO AFFECT CHANGE WITHIN, AND THEN ALSO WITH THE ADOT VEHICLE VOLUMES.
UM, SO SHIFTING GEARS, UM, TO THAT SECOND PROPOSAL, UM, AND THIS IS MUCH MORE IN DEPTH FOR COUNCIL.
I JUST WANTED TO, IT WAS A WHOLE WHOLE, IT WAS A WHOLE HOUR AND A HALF WITH THEM, BUT I JUST WANTED TO KINDA GIVE YOU GUYS THE UPDATE.
UM, SO FOR THE CRISIS MANAGEMENT FRAMEWORK, ESSENTIALLY AN EVENT HAS OCCURRED THAT HAS CAUSED IMMEDIATE IMPACT TO
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VISITATION AND OR REPUTATIONAL DAMAGE TO THE CITY.THIS COULD BE WILDFIRE, FLASH, FLOOD, UM, PANDEMIC, UH, MASS CASUALTY EVENT.
I MEAN, TRULY IT'S ANYTHING THAT WOULD FIND ITSELF WITH AN IMMEDIATE IMPACT OF VISITATION AND OR REPUTATIONAL DAMAGE.
UM, TYPICALLY CRISIS IS A REPUTATIONAL DAMAGE PLAY AS MUCH AS IT IS A DEMAND PLAY.
UM, AND THEN SUPPORTING FACTORS WOULD BE, YOU KNOW, VEHICLE VOLUME IF WE'VE GOT AT WEEKLY HOTEL PERFORMANCE, SHORT-TERM RENTAL BUSINESS INPUT.
I MEAN, I THINK THE THING IS THAT WE TALKED ABOUT WITH COUNCIL IS EVERY CRISIS IS DIFFERENT.
EVERY ECONOMIC DOWNTURN IS DIFFERENT.
I KNOW WE'VE GOT TWO GOOD PROOF POINTS FROM 2025 AND NOW THE RECENT POCKET FIRE.
BUT I WOULDN'T WANT TO BUILD A FRAMEWORK ON JUST THOSE TWO EXAMPLES.
WE'VE TRIED TO MAKE THIS IN A WAY THAT THERE'S A LOT OF THINGS THAT WE HAVE THE ABILITY TO LOOK AT, BUT ESSENTIALLY IF THESE CERTAIN TRIGGERS ARE OCCURRING, THEN LAUREN AND I WOULD BE WORKING WITH THE CITY MANAGER, UM, AND AT THEIR DISCRETION WOULD HELP INFORM HOW THE UTILIZATION WOULD OCCUR.
SO, UM, CITY COUNCIL DID APPROVE BOTH PROPOSALS.
UM, AND THAT SUBSEQUENTLY GRANTED THE CITY MANAGER THE AUTHORITY TO RELEASE CONTINGENCY FUNDS.
UM, AS A QUICK CLARIFICATION FOR THE CRISIS MANAGEMENT CONTINGENCY, THAT'S UP TO $50,000 THAT WE CAN REQUEST.
UM, AND THEN FOR THE INDUSTRY PERFORMANCE, LIKE IN A MARKET CHANGE, IN MARKET CONDITIONS, UM, THAT'S KIND OF UP TO THAT $150,000.
UM, THEY ARE, I THINK IN THE WAY WE TALKED ABOUT IT, IT IS STACKABLE.
UM, YOU KNOW, WE'D BE ABLE TO GET THE FUNDS EVEN SOONER.
TO YOUR POINT, BOB, I MEAN, IT'S ALMOST IMMEDIATELY AFTER AN EVENT OCCURS, WE COULD GO RIGHT INTO CITY LEADERSHIP DISCUSSIONS AND SAY, YOU KNOW, IS THERE SOMETHING WE CAN DO RIGHT NOW? MOST LIKELY ON THE REPUTATIONAL SIDE OF THINGS? AND I'LL EXPLAIN THAT IN A SECOND.
UM, AND THEN IF IT'S CONTINUES TO BE DOWN AFTER A LONGER PERIOD OF TIME, WE COULD PULL MORE CONTINGENCY FUNDS OUT.
BUT IT'S ALL COMING OUT OF THAT 150 K.
THERE'S NO, THAT'S KIND OF WHAT THE CONTINGENCY'S THERE FOR.
HOW IS THE, IS WHERE IS THE SCOPE OF THAT FOR MONEY THAT'S RELATION TO THAT, BUT THEN ALSO JUST PUBLIC EDUCATION.
YOU GUYS DISCUSS THAT LIKE PART OF IT WHEN WE JUST HAD THE POCKET FLYER, LIKE LETTING THE PUBLIC KNOW WHAT IS OPEN, WHAT ISN'T OPEN, YEP.
IS THAT OUT OF THAT BUCKET OR IS PART OF THAT JUST PUBLIC EDUCATION COMING FROM A DIFFERENT BUCKET THAT, THAT WOULD COME OUTTA THAT BUCKET AND YOU KNOW, RIGHT HERE? SO, UM, WE GOT $50,000 RELEASED OUT OF THE CONTINGENCY ON JULY 15TH.
UM, AND TO LARGER YOUR POINT, IT WASN'T ALL FOR CAMPAIGN ADVERTISING.
UM, WE DID A COMBINATION OF CAMPAIGN ADVERTISING, 30,000.
SO WE DID IMMEDIATELY, WE GOT AGREEMENTS IN PLACE WITH DVA OUR AGENCY, WHICH WOULD ALLOW US TO BOOST OUR CAMPAIGN.
I'LL EXPLAIN THAT IN A SECOND.
AND WE ALSO GOT AGREEMENTS IN PLACE WITH A BC 15 AND 12 NEWS, WHICH WOULD BE THE PUBLIC EDU EDUCATION PIECE OF THIS.
UM, $30,000 WAS PUT TO DVA AND THAT'S TO INCREASE THE CAMPAIGN SPEND THIS SUMMER IN PHOENIX AND TUCSON.
UM, AND ALSO EXTEND THE CAMPAIGN FLIGHT IN THOSE TWO MARKETS THROUGH THE END OF SEPTEMBER.
UM, SO THAT'S SORT OF, THAT'S MORE OF THAT DESTINATION MARKETING CAMPAIGN PLAY.
BUT THEN, YOU KNOW, REALLY, YOU KNOW, WHAT I, WHAT I FELT AND WHAT I WAS ABLE TO VALIDATE IS THAT THERE WAS THIS PERCEPTION THAT SEDONA WAS ON FIRE.
THERE WAS THIS PERCEPTION THAT WE WEREN'T OPEN.
THERE WAS THIS PERCEPTION THAT WAS GOING ON.
UM, AND THAT'S THE PUBLIC EDUCATION PIECE, WHICH IS WHY WE PUT $20,000 INTO RUNNING INTO LOCAL NEWS PLACE.
UM, AND WE ALSO WORKED WITH EARNED MEDIA, WHICH DOESN'T COST ANY MONEY, BUT ALSO DOING PUBLIC EDUCATION THROUGH THAT, THROUGH THAT FORMAT.
UM, YOU KNOW, I THINK REALLY, YOU KNOW, IT SAYS ADDITIONAL WORK WAS CONDUCTED TO GARNER, UM, EARNED MEDIA.
SO I'LL QUICKLY START THERE AND THEN TALK ABOUT THAT SECOND LINE ITEM ON THE NEXT SLIDE.
BUT, UM, WE WORKED WITH DAVID KEY TO DO A TALK OF THE TOWN WITH HIM.
HE, HE DOES ONE EVERY, EVERY WEEK WITH, UM, ONE OF THE NEW STATIONS.
SO NICE TO BE ABLE TO KIND OF HAVE A UNITED FRONT WITH OUR, WITH OUR CHAMBER AND TALK ABOUT WHY SEDONAS A GREAT PLACE TO VISIT THIS SUMMER.
UH, WAS WORKING WITH ARIZONA FAMILY, GOT A SEGMENT OUT.
SO DAVID KEY, WE GOT THAT ON JULY 20TH, UM, ARIZONA FAMILY.
I GOT AN EARNED MEDIA PLAY ON JULY 21 THAT TALKED ABOUT WHY SEDONAS A GREAT PLACE TO COME.
AND THEN REALLY THE BULK OF OUR INVESTMENT WAS ON THE 12 NEWS AND A BC 15 PLAYS.
SO, UM, ONE OF THE, I THINK, POSITIVE LESSONS LEARNED HERE IS THAT THE WORK THAT WE HAD DONE, I THINK, WITHOUT THINKING ABOUT IT THROUGH THIS LENS, BUT NOW I CERTAINLY AM, IS YOU KNOW, WE INVESTED IN FOUR SEGMENTS WITH 12 NEWS LAST, LAST FALL.
WE JUST INVESTED IN TWO SEGMENTS WITH A B, C 15, UH, THIS SPRING, UM, I WAS ABLE TO GET THE NEWS STATIONS TO, UH, RECORD NEW INTROS THAT TALKED ABOUT THE POCKET FIRES.
SO WE KINDA SWAPPED OUT THE, THE START CARD AND WHY SEDONA IS A GREAT PLACE TO VISIT TO MAKE THEM MORE TIMELY.
AND THEN WE RE REBROADCASTED THOSE, THOSE LIFESTYLE SEGMENTS.
UM, WE WERE ABLE TO DO ONE CUSTOM SEGMENT WITH A BC 15.
UM, I WON'T BORE THAT WITH YOU TODAY IN THIS MEETING, BUT I WILL SEND IT TO YOU IN THE FOLLOW UP.
IT IS LINKED IN THIS, BUT IT'S UH, ME AND GLEN SCARELLI AND THEIR UM, UH, ANCHOR HEIDI.
AND IT WAS A FULL ON INTERVIEW,
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UH, IN WHICH WE JUST DID QUESTIONS ON ZOOM ABOUT WHY SEDONA IS A GREAT PLACE TO VISIT.WE, WE REALLY LEANED INTO, HERE'S THE REALITY, UM, BUT HERE'S WHY YOU SHOULD STILL COME AND SPEND AN INCREDIBLE SUMMER HERE.
SO, UM, I LOOK FORWARD TO KIND OF HEARING ANY FEEDBACK YOU HAVE ABOUT THAT.
BUT THAT I THINK IS A GREAT EXAMPLE OF HOW WE'VE BEEN POSITIONING THE MESSAGE ON THIS ONE.
UM, AND THEN WE TOOK THE WHAT'S NEW SEGMENT THAT WE DID FOR 12 NEWS LAST AUGUST, SO NOT QUITE AS NEW AS IT WAS IN AUGUST, BUT THEY WERE ABLE TO EDIT THAT FOR US AND THEN, UM, KIND OF PUT A REALLY NICE INTRO AT THE FRONT OF IT.
SO THOSE WERE THE TWO CUSTOM SEGMENTS THAT WE DID.
UM, WE ALSO RAN, AND BEFORE I COULD GET THOSE LIVE, I GOT OUR CAMPAIGN VIDEOS TO PLAY ON EVENING AND MORNING NEWS ON 12 NEWS FOR THE WEEK AS WE WERE KIND OF GETTING THE SEGMENTS OFF THE GROUND.
UM, GOT SOME POSITIVE FEEDBACK FROM FOLKS IN THE COMMUNITY THAT SAW THAT THERE AND UM, AND KNOW QUITE A FEW FOLKS SAW THE, SAW THE LOCAL NEWS CONTENT THAT WE WERE DOING.
DID YOU GUYS INTERACT WITH THE MANAGEMENT TEAM AT ALL? FIRE MANAGEMENT TEAM? UM, NOT ME PERSONALLY, BUT OUR EMERGENCY MANAGEMENT TEAM DOES.
WELL WHAT I WAS GONNA SAY IS LIKE MAYBE THERE'S A WAY TO BOLSTER 'CAUSE THEY HAVE A WHOLE COMMUNICATIONS DEPARTMENT ON THAT TEAM, ESPECIALLY WHEN YOU HAVE A TYPE ONE TEAM YEP.
UM, WHERE SOME OF THAT COULD BE OVERLAPPING WITH SOME OF THIS YEP.
AND HELP GET THAT MESSAGE OUT.
'CAUSE I THINK THOSE GUYS, LIKE, I KNOW TRAVIS MAY VERY WELL, LIKE HE WAS GIVING SOME OF THE SPEECHES AT THE COMMUNITY INFORMATION MEETINGS MM-HMM
IT REALLY KIND OF HELPS KIND OF CALM THE LOCALS HERE, RIGHT? YEAH.
TO KIND OF KNOW WHAT THEY'RE SEEING IN TERMS OF THEIR HAZARDS.
BUT IT ALSO KIND OF WOULD HELP IN TERMS OF A VISITOR WONDERING LIKE, HEY, LIKE WHAT'S THE ACTUAL HAZARD THERE? YEAH.
SO WE HAD PEOPLE, I HAD PEOPLE STOPPING BY THE FIRE STATION ASKING IF THEY NEEDED TO EVACUATE 'CAUSE THEY DIDN'T UNDERSTAND THE EVACUATION SYSTEM.
NO, I MEAN, DEFINITELY SOMETHING WE CAN LOOK INTO IN THE FUTURE.
UM, I THINK TOO, I MEAN THERE'S ONE THING I THINK ABOUT IS LIKE THE, THE LANE THAT I, THAT I THINK THAT THE TOURISM OFFICE SITS IN IS LIKE, WHAT ARE THE CURRENT CONDITIONS AND WHY SHOULD YOU COME HERE TO VISIT? RIGHT.
AND THAT'S, THAT'S THE LANE THAT I THINK WE REALLY TRIED TO, TO DRIVE HOME AS MUCH AS POSSIBLE WITH THE CHANNELS THAT WE HAD, BUT THERE'S NO REASON WHY WE CAN'T WORK WORK WITH OTHER DEPARTMENTS AS WELL.
I JUST THINK IT WOULD BE HELP YOU BOLSTER YOUR CASE WHEN IT ALIGNS WITH WHAT THE MANAGEMENT TEAM IS SAYING WHEN THEY COME OUT AND THEY GIVE LIKE A PUBLIC SPEECH.
THAT WAY PEOPLE KIND OF ASK THEM FEEL LIKE, OH YEAH, WELL IT IS, SMOKE CONDITIONS ARE GOING THAT WAY.
IT'S BEEN CONSISTENTLY THIS, I MEAN, AND YOU CAN STILL RECREATE ON THE SOUTH HALF.
I, I GUESS, AND JUST TO CLARIFY, I MEAN THAT'S ALL DONE WITH OUR COMMUNICATIONS TEAM AND EMERGENCY MANAGEMENT, SO I'M JUST NOT SHOOTING OFF THE CUFF
IN MY, IN MY INTERVIEWS IT'S ALL SORT OF PRE PRE PRE-ORGANIZED COMMENTS.
SO, UM, BUT YEAH, JUST BY THE NUMBERS.
SO WE GOT, UM, FOUR SEGMENTS ON 12.
WE GOT A THIRD, FOURTH ONE GOING ON EIGHT 11, UM, A BC 15 RAN 7 28, 7 29, 7 30.
AND ANOTHER ONE LATER THIS MONTH.
AND THEN WE'VE GOT A FIFTH SEGMENT WITH ABC 15 RUNNING IN SEPTEMBER.
UM, AND THEN AS WELL AS OUR CAMPAIGN VIDEOS THAT RAN FOR THE WEEK, UM, ON MORNING AND EVENING NEWS.
UM, ONE OTHER THING I THINK I SHARED IT WITH, MAYBE JOHN, I THINK I FORGET WHAT I TOLD THIS TOO JUST NOW, BUT, UM, ONE KIND OF TAKEAWAY WAS IT TOOK US A FEW DAYS TO GET THE AGREEMENTS IN PLACE WITH THE LOCAL, LOCAL NEWS STATIONS.
UM, AND, UH, BEEN ACTIVELY WORKING WITH THE CITY'S LEGAL TEAM TO GET OPTION AGREEMENTS SET UP WITH LOCAL NEWS THAT ALREADY HAVE THINGS PRICED OUT.
SO WE'RE NOT HAVING TO SIGN A CONTRACT, WE WOULD JUST EXECUTE A PURCHASE ORDER IN THE FUTURE TO GET THINGS OUT EVEN SOONER.
SO REALLY LOOKING AT, YOU KNOW, HOW DO WE EXPEDITE, UM, THE UTILIZATION OF THESE CONTINGENCY FUNDS DURING CRISIS.
AND, UM, I THINK THAT'S THE GOAL.
AND AGAIN, I THINK IT'S SO MUCH OF THIS FEELS LIKE A REPUTATION MANAGEMENT PLAY.
UM, I THINK MARKETING IS GREAT, BUT TO YOUR POINT, LARS, IT'S THE PUBLIC EDUCATION SIDE OF IT.
AND HOW ARE WE SORT OF UPDATING THE NARRATIVE AROUND, UM, THE REALITY OF WHAT IT'S LIKE TO BE IN SEDONA? AND THEN ALSO, YOU KNOW, WHY IT'S STILL A FANTASTIC PLACE TO CREATE MEMORIES THIS SUMMER.
UM, THE KIOSKS ARE IN THE GROUND.
I DON'T KNOW IF ANY, HAS ANYBODY GOT A CHANCE TO TO, TO GO TO THEM? I THINK THERE'S ONE IN LOCK OF P BRETT'S SEEN IT.
UM, STILL DEFINITELY A WORK IN PROGRESS, BUT IT'S NICE TO BE THROUGH THE STAGE OF THEM BEING ON
UM, SO WE'VE GOT A SINGLE-SIDED KIOSK, UH, NEAR THE PINK JEEP KIOSK AT TILLOCK.
UM, AND THEN WE'VE GOT OUR DOUBLE-SIDED KIOSK THAT'S OUTSIDE THE VISITOR CENTER.
AND THEN A THIRD KIOSK WAS PURCHASED LAST FISCAL YEAR UTILIZING, UH, SAVINGS FROM THE BUDGET.
AND THAT IS CURRENTLY AT THE PARKING GARAGE.
AND THEN ONCE THE PARKING GARAGE IS READY FOR OPENING, WE'LL WORK TO GET THAT INSTALLED THERE.
AND THAT WILL BE A, A TWO-SIDED KIOSK.
AND WHAT ADAM AND I ARE LEARNING IS THAT EACH SIDE IS ITS OWN ECOSYSTEM.
SO NOW THERE'S FIVE DIFFERENT KIOSKS THAT WE'RE MANAGING, WHICH IS FUN, BUT IT GIVES
[00:25:01]
YOU A LOT OF OPPORTUNITY FOR KIND OF FLEXIBILITY.IF YOU GO TO THE VISITOR CENTER, THERE'S A DIFFERENT PHOTO ON EITHER SIDE, FOR EXAMPLE.
UM, AND WITH THE FLOCK APOE ONE, WE WERE ABLE TO BASICALLY PUT LIKE A RADIUS ON IT SO THAT WHEN YOU'RE IN INTERACTING WITH THAT KIOSK, YOU'RE SEEING FOCKE BUSINESSES FIRST IN EVERY LISTING.
WHY WOULD YOU LOOK AT STUFF IN WEST SEDONA WHEN YOU'RE ALREADY IN TILLOCK? BUT THE VISITOR CENTER ONE IS REALLY KIND OF REPRESENTATION OF THE ENTIRE CITY.
SO THAT'S WHY THAT ONE'S KIND OF MAINTAINS AN OPEN, OPEN THING.
AND THEN ONE THING WITH COUNCIL IS THAT, YOU KNOW, THEY ASKED US, AND I BELIEVE THIS IS THAT, YOU KNOW, THERE'S NO, THERE'S A RANDOMIZATION IN HOW THE BUSINESSES ARE PRESENTED, UM, SANS THE OCK ONE, WHICH SHOWS THE BUSINESSES IN THAT, IN THAT SHOPPING AREA FIRST.
SO, WELL, I'D LOVE FOR Y'ALL TO GO TO THE KIOSK AT SOME POINT AND LEMME KNOW HOW IT GOES.
AND THEN, UH, WE ARE MEETING WITH CITY COUNCIL ON SEPTEMBER 8TH TO DISCUSS THE 20 26 20 27 WINTER CAMPAIGN, WHICH IS ALSO KIND OF THE MAIN, MAIN COURSE, UH, FOR US TONIGHT.
UM, AND THEN, UM, WE ARE STILL WORKING THROUGH OUR YEAR ROUND ADVERTISING FOR HIGH NET WORTH INDIVIDUAL STRATEGY, BUT THAT'S GONNA BE GOING TO COUNCIL ON SEPTEMBER 8TH.
UM, WE WILL BE TALKING TO YOU ABOUT THAT ON SEPTEMBER 2ND.
UM, SO YOU'LL HAVE A CHANCE TO WEIGH IN BEFORE THE COUNCIL MEETING, BUT WE HAVE TO GET OUR AGENDA BILL IN BEFORE WE'LL MEET WITH YOU.
BUT WE WANT TO GIVE YOU ALL A CHANCE TO, YOU KNOW, PROVIDE YOUR RECOMMENDATION ON THAT AS WELL.
AND THEN ONE KIND OF NOW FOR SOME POSITIVE NEWS, UM, WE GOT A REALLY LOVELY EMAIL FROM A GENTLEMAN IN PARIS, UH, WHO HIM AND HIS WIFE HAVE BEEN TO THE US NOW FOUR TIMES AND JUST HAVE A DEEP APPRECIATION FOR THE, THE WESTERN US, SPECIFICALLY THE CITY OF SEDONA.
UM, THEY ACTUALLY NAMED THEIR DAUGHTER SEDONA.
UM, AND I WAS ABLE TO CONNECT WITH, UH, A OT AND OUR FRENCH REPRESENTATION AGENCY.
AND NELLY AT B WORLD COMMUNICATIONS THINKS THAT THAT'S THE ONLY SEDONA IN FRANCE.
SO WE'RE, WE'RE GOING WITH IT.
WE VALIDATED THAT THERE'S ONE SEDONA.
UM, SHE TURNS 10 ON AUGUST 11TH, AND ADAM AND I ARE GONNA GET TO MEET HER.
AND THEN, UM, THE PLAN IS TO BRING HER TO CITY COUNCIL QUICKLY FOR RECOGNITION THAT THAT EVENING.
SO, YOU KNOW, THAT THAT DOES CONJURE UP THE IDEA OF FINDING OTHER SEDONAS THROUGHOUT THE COUNTRY.
I MEAN, THAT COULD BE A FUN LITTLE PR THING.
IT'S FUNNY BECAUSE IF WE DIDN'T LIVE HERE, WE WOULD HAVE NAMED OUR DAUGHTER CNA.
OH, REALLY? OR, OR, UM, SEDONA MOST LIKELY.
BUT BECAUSE WE LIVED HERE, WE WERE LIKE, NAH.
JUST WANTED TO GIVE YOU SOME UPDATES ON THINGS THAT HAVE BEEN GOING ON THE LAST COUPLE MONTHS.
DID YOU SEE THE, UM, FREE HUB ARTICLE THAT CAME OUT? I DID NOT CHECK IT OUT.
IT'S A, IT'S A REALLY GOOD SEDONA MOUNTAIN BIKE ARTICLE.
[4. PUBLIC FORUM]
TO YOU, JOHN.WE'LL GO BACK TO PUBLIC FORUM.
ANY CARDS?
YOU JUST GOTTA JUST GET A CARD AND GOTTA HAVE A CARD.
WE'LL MAKE IT LEGAL NOW THAT WE HAVE RIGHT IN FRONT OF US.
HE MAY NOT KNOW WHAT TO DO WITH IT THOUGH.
OH NO, WE WENT, WE WENT THROUGH EVERYTHING.
I VIOLATED THAT IN CITY COUNCIL MEETINGS WHEN THEY'VE ASKED ME A DIRECT QUESTION.
NOTHING, UH, TOO FORMAL HERE TODAY, BUT Y'ALL KNOW ME.
DAVID KEY WITH THE GREATER SEDONA CHAMBER OF COMMERCE, ALWAYS HERE ON BEHALF OF OUR EMPLOYERS IN THE MARKET.
UM, AND SO ANDREW JUST, YOU KNOW, JUST REALLY PLEASED TO SEE THE CONTINUED, UM, NOT JUST THE IDEAS COME TO FRUITION, BUT THE PACE.
SO GLAD TO SEE YOU ALL MAKING ADJUSTMENTS AT THE CITY LEVEL TO INCREASE, YOU KNOW, BEING NIMBLE AND BEING ABLE TO JUMP ON SOMETHING WHEN IT MATTERS, AND WHAT A TIME IT'S BEEN THIS SUMMER.
YOU KNOW, THESE NATURAL DISASTERS REALLY HIT YOU, OBVIOUSLY WHEN YOU'RE LEAST EXPECTING 'EM BECAUSE YOU, YOU JUST HOPE THEY NEVER HAPPEN.
BUT, UH, WE JUMPED IN ON THE PR SIDE, UH, JUST, YOU KNOW, REALLY DIGGING IN TO TRY TO SHIFT THE NARRATIVE.
SO FOR WHAT THAT'S WORTH, YOU KNOW, WE'RE JUST REALLY TRYING TO BE GOOD PARTNERS IN THE MARKET AND TRYING TO KEEP IN GOOD CONTACT WITH ANDREW ABOUT WHAT OUR MESSAGING IS.
SO THAT'S REALLY A BIG THING GOING FORWARD THAT YOU GUYS SHAPE A NARRATIVE HERE.
AND WE WANNA JUST CONTINUE TO COMPLIMENT THAT.
UH, WE DON'T EVER WANNA, YOU KNOW, BE SINGING TWO DIFFERENT SONGS, RIGHT? WE WANNA SING THE SAME SONG.
[00:30:01]
UH, WITH THAT, YOU KNOW, JUST REALLY TRYING TO SHIFT THE NARRATIVE, GETTING INVOLVED IN RECOVERY EFFORTS THROUGH OUR FOUNDATION.AND SO THE RED ROCK RECOVERY FUND HAS BEEN CREATED AND, UH, WE'LL BE DOING SOME SMALL BUSINESS GRANTS AND SOME EMPLOYEE FOCUSED GRANTS AS WELL.
UM, JUST TO, TO SHOW UP TO OUR COMMUNITY AT A TIME OF NEED.
SO IF ANYBODY HAS ANY QUESTIONS, I'M HAPPY TO, BUT OTHER THAN THAT, THAT'S WHAT I GOT.
[5.a. Spring 2026 Educational Campaign Results]
REGULAR BUSINESS.SO WE'VE GOT THREE ITEMS TODAY.
UH, WE'LL START WITH AN UPDATE ON THE SPRING 2026 EDUCATIONAL CAMPAIGN.
WE TALKED ABOUT THAT FOR THE SPRING, BUT, UM, WE GOT THE FINAL RESULTS IN MID-JUNE.
SO I WANNA BE ABLE TO SHARE THAT WITH YOU ALL TODAY.
AND THEN, UM, REALLY AGAIN, THE MAIN COURSE IS THE 20 26, 27 WINTER CAMPAIGN CONCEPT AND STRATEGY DISCUSSION.
AND THEN, UM, I DO HAVE A DEEPER RESEARCH UPDATE.
I CAN SHARE THE POCKET FIRE IMPACTS THAT WERE SHARED WITH CITY COUNCIL AND THEN SHARE JUNE REPORT, WHICH IS WHAT WE HAVE SO FAR.
UM, AND KNOW THAT THERE'S NOT MANY IMPACTS IN JUNE.
WE REALLY SAW THE IMPACTS FROM THE POCKET FIRE AT LIKE THE LAST COUPLE DAYS OF JUNE, AND CERTAINLY DURING THE 4TH OF JULY WEEKEND.
SO, UM, JULY IS WHERE I THINK WE'RE GONNA SEE THE REAL IMPACTS OF THAT IN THE DATA.
SO JUST AS QUICK CONTEXT, UH, WE'VE CONDUCTED EDUCATIONAL MESSAGING CAMPAIGNS OR WHAT I ALSO CALL EXPECTATION SETTING CAMPAIGNS WITH AN ENTITY NAMED AZERA.
UH, THIS IS A COMPETITOR TO DATA FI THAT WE WORK WITH THROUGH, UM, DVA.
BUT, UH, JUST IN MAKING SURE THAT WE'RE ALWAYS, YOU KNOW, LEARNING HOW OTHER VENDORS WORK AND, UM, TRYING TO BRING THE BEST CURRENT THINKING INTO WHAT WE DO.
WE'VE BEEN WORKING WITH A XERA.
UM, THE FIRST YEAR WE DID IT, IT WAS THROUGH THE ARIZONA OFFICE OF TOURISM CO-OP.
SO THAT WAS A 50 50 FUNDING SPLIT BETWEEN THE CITY OF SEDONA AND A OT.
AND I THINK A REALLY GOOD EXAMPLE OF HOW WE TEST STRATEGIES THROUGH THE CO-OP, UM, BY HAVING A PARTIAL FUNDER FOR IT.
AND THEN IF THOSE STRATEGIES SEEM TO BE SUCCESSFUL OR SOMETHING THAT WE WANNA MOVE FORWARD, THEN WE'LL DO DIRECT CONTRACTS WITH THAT ENTITY MOVING FORWARD.
AND THIS IS A HUNDRED PERCENT THE CASE OF HOW THAT WORKED.
UM, AND THAT WAS HOW WE DID THAT IN SPRING 2026.
UM, AS A QUICK ASIDE, UH, WE DID SUBMIT OUR A OT CO-OP APPLICATION LAST WEEK.
UM, SO I'M HOPING THAT BY SEPTEMBER 2ND I'LL BE ABLE TO SHARE WITH YOU A LITTLE BIT MORE ABOUT HOW WE'RE GONNA BE UTILIZING, UM, THOSE $50,000 FROM A OT, UH, THIS FISCAL YEAR.
AND THEN, UH, DURING ONE OF OUR MEETINGS, I THINK IT WAS FEBRUARY, I THINK IT WAS, I'M GONNA GO FEBRUARY.
WHEN WHEN WE MET, UM, WE TALKED ABOUT HOW WE WERE PLANNING THIS AND WE HAD A BIG CONVERSATION AROUND WHAT WERE THE KEY MESSAGES THAT WE WANTED TO UTILIZE TO SET EXPECTATIONS.
IF YOU RECALL, THE 25 CAMPAIGN WAS REALLY FOCUSED ON RIDING THE SEDONA SHUTTLE, THE TRAILHEAD ROUTES AND THE CONNECT.
UM, IN OUR CONVERSATIONS WE SAID, MAYBE NOT THE TRAILHEAD ROUTES, BUT LET'S TALK ABOUT THE SEDONA SHUTTLE CONNECT.
AND IN FACT, LET'S TALK ABOUT HOW YOU CAN GET TO OTHER TRAILHEAD WITH THE SEDONA SHUTTLE CONNECT.
AND THAT BECAME A PART OF KIND OF THAT, THAT EXPECTATION SETTING MESSAGE.
AND THEN WE ALSO DID THE LAUNCH OF APPRECIATE SEDONA AS PART OF THIS.
AND THEN WHAT WE ALSO HEARD WERE, YOU KNOW, WHAT'S ONE THING YOU GOTTA KNOW BEFORE YOU GET HERE IN THE SPRING? GET YOUR DINNER RESERVATION, GET YOUR TOUR RESERVATION.
PLEASE DON'T WALK INTO RESTAURANTS THAT ARE SLAMMED AND THINK YOU CAN SIT DOWN IMMEDIATELY.
SO THOSE ARE THE ONES WE HEARD FROM YOU, AND THOSE ARE THE ONES THAT WE WENT FORWARD WITH.
WE HAD A WHOLE SPRING TRAVEL TIPS SECTION ON THE APPRECIATED SEDONA PAGE THAT HAD MORE, BUT THE TWO, I THINK, TOP LEVEL MESSAGES WERE KNOW THAT YOU CAN RIDE THE SEDONA SHUTTLE CONNECT AND YOU CAN TAKE IT TO A RESTAURANTS DINING, SHOPPING, AND TRAIL HEADS.
AND THEN ALSO, UM, PLEASE PLAN AHEAD AND GET YOUR RESERVATIONS IN ADVANCE.
UM, THE BUDGET FOR THIS WAS $15,000.
UM, THE AUDIENCE, IT WAS FUNNY, I WAS JUST AT A, UM, THE DESTINATIONS INTERNATIONAL CONFERENCE IN PORTLAND A COUPLE WEEKS AGO.
AND I WAS, I, I MET THE GENTLEMAN THAT WAS OUR ACCOUNT GUY FOR AZERA AND WE CHUCKLED.
'CAUSE I WAS LIKE, I WANT TO TAKE YOUR TECHNOLOGY AND I WANNA DO THE OPPOSITE OF WHAT YOU NORMALLY DO WITH IT.
AND IT TOOK THEM A WHILE TO REALLY SEE THE VISION, BUT I THINK THEY ACTUALLY TOLD ME THAT THEY'RE GONNA USE US AS A CASE STUDY NOW MOVING FORWARD JUST DUE TO THIS CAMPAIGN.
UM, BUT REALLY IT WAS CREATING AN AUDIENCE THAT WE FELT CONFIDENT WAS GONNA COME IN THE SPRING.
RIGHT? YOU KNOW, WE'RE NOT TRYING TO DRIVE DEMAND IN THE SPRING.
UH, WE'RE TRYING TO SET EXPECTATIONS OF PEOPLE BEFORE THEY ARRIVE.
YOU KNOW, WE CAN EDUCATE THEM ONCE THEY'RE IN MARKET, BUT HOW DO YOU REACH THEM WITH TIMELY MESSAGES BEFORE THEY GO SO THAT THEY KNOW THERE'S A SHUTTLE THAT THEY, YOU CAN'T SAY GET YOUR DINNER RESERVATION BEFORE YOU ARRIVE WHEN THEY GET TO THE HOTEL, FOR EXAMPLE.
RIGHT? SO THOSE ARE REALLY THOSE PRE-TRIP BEHAVIORS THAT WE'RE TRYING TO INFLUENCE BEFORE THEY ARRIVE.
SO THEY LOOKED AT, UM, IN THE STATE OF ARIZONA FOLKS THAT HAD BEEN COMING TO SEDONA, UM, EACH SPRING FOR THE LAST TWO TO THREE YEARS.
AND IF WE SAW THEM DOING THAT, THOSE WERE THE FOLKS THAT BECAME THE AUDIENCE THAT WERE THEN SERVED UP THE ADS.
SO REALLY THE OBJECTIVE WAS TO REACH ARIZONANS THAT WE FELT OR FEEL CONFIDENT ARE ALREADY PLANNING A SPRING VISIT TO SEDONA
[00:35:01]
WITH EXPECTATION SETTING MESSAGES RELATED TO PLANNING THEIR VISIT AND WRITING THE SEDONA SHUTTLE CONNECT.UM, HAPPY TO SAY THAT 100% OF THE DEVICES WERE REPEAT CUSTOMERS.
UH, WE SAW NO NEW VISITORS, WHICH WAS THE EXPECTATION THAT I TOLD THEM.
I SAID, YOU KNOW, WE NEED TO SET THIS UP SO THAT WE CAN, WE, WE CAN SHARE THAT.
THAT'S REALLY KIND OF THE OBJECTIVE HERE.
UM, SPECIFICALLY, AND AGAIN, THIS TECHNOLOGY WORKS THE SAME AS IT DOES WITH DATA FI.
SO WE KNOW HOW, YOU KNOW, THE PHONES ARE GETTING PIXELED.
UM, THEY DON'T HAVE THE ABILITY TO REPORT AS IN DEPTH AS DATA FI, BUT OUR GOAL IS IF THEY CAME INTO MARKET.
DID THEY COME INTO THE CITY? IS REALLY THIS ONE.
UM, 'CAUSE THAT'S THE GOAL, RIGHT? DID WE HAVE MORE? WE DO HAVE SMARTER VISITORS ARRIVE, IS REALLY KIND OF, THAT'S WHAT WE SET OUT TO DO.
SO WE DID OBSERVE, UH, 2,191 UNIQUE AD INFLUENCED VISITORS FROM MARCH 19TH TO MAY 15TH.
UM, I HAD THEM RUN A REPORT FOR US, ACTUALLY I GOT IT YESTERDAY, UH, WHICH COULD HAVE BEEN THROUGH JULY 15TH.
AND THAT INCREASED TO 3000, UH, 16 VISITORS, UM, THAT WERE AD INFLUENCED THAT WERE HOPEFULLY, YOU KNOW, GET SOME EXPECTATIONS SETTING BEFORE THEY ARRIVE.
UM, WE DELIVERED A MIXTURE OF MOBILE AND DESKTOP ADS AND DIFFERENT SIZES.
UH, YOU SAW THE GIFTS ON THE FIRST TWO SLIDES OF THIS SECTION.
THOSE WERE THE ADS THAT JAMES CREATED.
UM, AGAIN, THE, UH, PLAN AHEAD LANDED ON APPRECIATE SEDONA, AND THEN THE RIDE THE SHUTTLE LANDED ON SEDONA SHUTTLE CONNECT.
UM, TOTAL IMPRESSIONS WAS JUST SHY OF TWO AND A HALF MILLION.
UM, TOTAL CLICKS, JUST SHY OF 25,000 CLICK THROUGH RATE 1%.
THE INDUSTRY BENCHMARK IS 0.4 TO 0.6.
SO, UM, IT'S LIKELY KIND OF DOUBLE THE TOURISM INDUSTRY BENCHMARK FOR THAT.
SO, UH, WHAT WE FIND A LOT AND WHAT WE FOUND WITH SOME OF THE PAID SEARCH WE DO IN THE SPRING IS THAT LIKE GETTING AROUND IS A BIG KEY WORD THAT PERFORMS REALLY WELL.
PEOPLE WANNA LEARN HOW TO GET AROUND SEDONA.
SO IT'S REALLY VALIDATING THAT THESE EDUCATIONAL EXPECTATION SETTING MESSAGES ARE TIMELY AND SOMETHING THAT PEOPLE ARE LOOKING TO RECEIVE SPECIFICALLY IF THEY'RE FURTHER DOWN THE FUNNEL AND ALREADY ARE KNOWING THAT THEY'RE COMING TO SEDONA.
UM, AND THEN COST PER CLICK WAS 62 CENTS, WHICH, UM, BENCHMARKS CLOSER TO A DOLLAR A CLICK.
SO JUST A PRETTY HIGH PERFORMING CAMPAIGN IN TERMS OF GETTING EYEBALLS ON THE CONTENT, GETTING EYEBALLS ON OUR WEBSITE.
UM, AND AGAIN, REACHING THOSE VISITORS THAT WE FEEL CONFIDENT ARE ALREADY COMING TO SEDONA.
UM, ONE THING THAT JAMES AND I HAVE BEEN DOING WITH THE XERA IS, YOU KNOW, IT'S STILL WORK TO GET THIS KIND OF MINI CAMPAIGN OFF THE GROUND.
IT'S NOT QUITE AS MUCH WORK AS GETTING OUR TYPICAL DESTINATION MARKETING CAMPAIGNS OFF THE GROUND.
UM, BUT WHAT WE FOUND WAS THAT THE 300 BY TWO 50 AND THE 3 2, 3 20 BY 50 REALLY DROVE THE HIGHEST, UH, CLICK THROUGH RATE FOR US.
SO WE'RE KIND OF SEEING ALL THE DIFFERENT ADS THAT GOT DISPLAYED AND KIND OF WORKING WITH A ZERO TO SAY, HEY, YOU KNOW, COULD WE TRIM THIS DOWN A LITTLE BIT? MAYBE GET KIND OF NARROW THEIR FOCUS ON THE SPEND AND TIGHTEN IT.
BUT, UM, MOBILE'S GOT A HIGHER CLICK THROUGH RATE THAN DESKTOP.
SO WE DON'T WANNA LOSE THE DESKTOP ASPECT OF IT, BUT I THINK ONE THING WE'RE THINKING OF, IF THE GOAL IS TO GET THEM TO OUR WEBSITE, MAYBE WE DRIVE MORE OF THE SPENDING ON THE MOBILE THAT GETS 'EM TO THE WEBSITE, RIGHT? UM, AND THEN FROM THE ORIGIN CITIES, AGAIN, IT'S ALL, EVERYTHING WAS ARIZONA.
UM, 'CAUSE WITH THE WHOLE TARGET WAS ARIZONA, UM, PHOENIX, FLAGSTAFF, MESA, CHANDLER, SCOTTSDALE, TUCSON, GILBERT AND GLENDALE WERE THE TOP.
AND THEN IT SORT OF, KIND OF TRAILED DOWN FROM THERE, WHICH MAKES SENSE.
THOSE ARE, THOSE ARE THE HIGHER POPULATIONS LESSONS LEARNED.
I THINK, YOU KNOW, OUR TAKEAWAYS ARE WE SHOULD BE DOING THIS EVERY SPRING.
UM, I THINK THERE'S NO REASON WHY WE SHOULDN'T.
I THINK WE CAN JUST DO IT BETTER EACH TIME AND KIND OF TAKE THE LESSONS LEARNED AND CONTINUE TO EXPAND ON IT.
UM, ONE THING WITH THAT, AND IT'LL TIE BACK INTO WHEN WE GET TO THE HIGH NET WORTH INDIVIDUAL CAMPAIGN IS, YOU KNOW, WE JUST DON'T WANT TO DUPLICATE SPEND IN THE SAME MARKETS, UM, AND HAVE KIND OF CAMPAIGNS THAT ARE HITTING THE SAME PEOPLE WITH DIFFERENT MESSAGES.
SO THAT'S JUST ON OUR RADAR AS WE KIND OF MOVE FORWARD WITH THE HIGH NET WORTH CAMPAIGN ADS.
UM, YOU COULD ALSO LOOK AT AS MAYBE RETARGETING THOUGH, AS I'M SAYING THAT OUT LOUD AS WELL.
I MEAN, SO THAT'S SOMETHING THAT WE'RE THINKING OF.
UM, AS I MENTIONED, WE'RE LOOKING FOR, WE'RE LOOKING AT IF IT MAKES MORE SENSE TO REDUCE THE NUMBER OF ADS AND AGAIN, FOCUS ON THOSE THAT ARE PERFORMING HIGHER.
THAT'S ONE THING THAT WE'RE KIND OF THINKING THROUGH.
AND THEN, UM, WE DON'T HAVE BUDGET IN PLACE FOR Y 27, BUT UM, SHOULD WE ALLOCATE A REQUEST BUDGET FOR FY 28 TO DO THIS DURING OUR OTHER HIGH SEASON, WHICH IS FALL? UM, BUT WE'D JUST LOVE TO COMMENTS, QUESTIONS, UM, IDEAS, WAYS TO HELP US DO THIS WORK BETTER IN THE FUTURE.
OH YEAH, I, YOU MENTIONED FALL.
I MEAN THAT WAS AN OBVIOUS QUESTION IS WHY NOT BOTH PEAK SEASONS? YEP.
I MEAN, YOU LOOK AT WHAT WE'RE TALKING ABOUT.
IT'S WHAT WE'RE TALKING ABOUT ARE WE BALANCED EDUCATION AND EVERYTHING ELSE.
AND I THINK CAMPAIGN LOOKS LIKE IT LAUNCHED WHAT IT WAS SUPPOSED TO DO AND DO WHAT WE WANTED IT TO DO.
BUT THE FALL IS PROBABLY THE NEXT BIG ONE.
[00:40:01]
MM-HMMBUT I, I JUST, JUST WHILE WE'RE KIND OF IN ON THIS STAGE OF THE CONVERSATION, RIGHT? LIKE IS THERE, WE WE LEANED INTO THOSE TWO RIGHT? YOU KNOW, RIDE THE SHUTTLE, CONNECT, LEAVE YOUR CAR AT THE HOTEL WHILE YOU'RE LODGING, TAKE IT TO THINGS AND YOU CAN ALSO TAKE IT TO SEVEN TRAIL HEADS THAT ARE LESS VISIT TO, I REALLY LIKE THAT, THAT MESSAGE.
I ALSO REALLY LIKE THE UM, YOU KNOW, GET YOUR, YOU PROBABLY KNOW THIS PINK JEEP, ANYBODY THAT RUNS A RESTAURANT, LIKE YOU DON'T WANT PEOPLE WALKING INTO YOUR LOCATION.
SO I REALLY LIKE THAT MESSAGE TOO.
BUT IF WE WERE TO BROADEN THE MESSAGE A LITTLE BIT, LIKE JUST ANY, ANY INSIGHTS FROM THE TAB ON WHAT KIND OF A THIRD OR FOURTH TOP LEVEL SPRING, SPRING BREAK TRAVEL TIP FOR OUR VISITORS? COULD BE, I MEAN RECREATION STUFF, LIKE HOW TO, HOW TO FIGURE OUT HOW TO LIKE, BESIDES THE SHUTTLE CONNECT ITSELF OR THE TRAIL AND SHUTTLE, JUST KIND OF HOW TO PLAN SOME OF THOSE.
'CAUSE SOME OF 'EM ARE SO INUNDATED.
CAN YOU GIMME AN EXAMPLE? I MEAN GOING TO WESTWARD, GOING TO BELL ROCK OR GOING TO CATHEDRAL OR LIKE OBVIOUSLY WE KNOW THE SHUTTLE CONNECT IS PART OF THAT MM-HMM
BUT LIKE THEY GET A CAPACITY, RIGHT? YEAH.
AND SO KIND OF GUIDING THEM TO THAT PLANNING PROCESS OF FIGURING OUT HOW THEY'RE GONNA PLAN THEIR DAYS, WHAT TIME THEY'RE GONNA HIKE AND THAT KIND OF STUFF.
SO YEAH, AND THAT'S, WELL IT'S ALMOST MORE LIKE A SECRET SEVEN.
THESE ARE THE ONES THAT PEOPLE DON'T USUALLY DO.
WELL THE COOL THING IS THAT WE END, IRONICALLY WE ENDED UP WITH SEVEN TRAIL EDGE YOU COULD GET TO WITH THE SHOCK CONNECT WE HAD, WE HAD EIGHT, BUT WE PULLED ONE OF THEM WITH MV 'CAUSE THEY WERE LIKE, WE DON'T WANNA DRIVE A SHUTTLE THERE.
SO, AND FAIR ENOUGH THAT THEY SHOULDN'T HAVE TO DO THAT.
SO WE ENDED UP WITH SEVEN FOR THAT.
BUT I THINK, I MEAN, AND THE WHOLE, YOU KNOW, PLAN YOUR HIKE, YOU KNOW, GET THERE EARLY BEFORE PARKING LOTS CLOSE UP.
I THINK THAT'S ONE THAT'S KIND OF IN THE SECOND LEVEL.
BUT IF WE DID MOVE ONE UP THAT THAT'S KINDA GOOD TO KNOW THAT THAT WOULD BE YOUR REQUEST.
I THINK WE GOTTA BE CAREFUL TOO THOUGH.
YOU DON'T WANT TO GO TOO MUCH.
YOU KNOW, IF YOU PUT TOO MUCH OUT THERE, IT'S GONNA, IS IT GONNA GET TOO DILUTED AND TO KEEP THE FOCUS ON WHAT YOU'RE TRYING TO ACCOMPLISH.
AND LIKE I SAID, IT DEFINITELY LOOKS LIKE IT ACCOMPLISHED WHAT WE WANTED TO DO.
I HAVE ONE MORE COMMENT MAYBE LIKE ADJACENT TO THIS ON THE SHUTTLE PIECE.
HAVE YOU GOTTEN FEEDBACK FROM ANYBODY ON LIKE THAT TIMING OF EIGHT 30? IT JUST, I'M ANECDOTALLY MY PERCEPTION IS LIKE IT WOULD WORK BETTER FOR PEOPLE IF IT WAS A LITTLE BIT LATER TOO.
IF WE ALREADY PUSHED IT BACK ONCE.
UM, YOU MEAN 8:30 PM FOR THE CONNECT FINISHING IT FINISHES AT 8:30 PM RIGHT NOW.
I KNOW THAT THE TRANSIT TEAM IS LOOKING INTO THESE THINGS.
YEAH, I BRING IT UP 'CAUSE I'M ON THE TA, I'M ON THE STACK.
AND WHAT ARE YOU HEARING ON THE STACK? WELL WE PUSHED IT.
I'M JUST CURIOUS IF YOU'VE HAD ANY FEEDBACK FROM ANY SIDE OF THIS ON THAT WITH VISITORS KIND OF OFF TOPIC VISITORS OR INTERNAL? BOTH.
YEAH, I MEAN I'M NOT PERSONALLY HEARING ANYTHING FROM VISITORS BUT I DON'T TYPICALLY TALK TO VISITORS DIRECTLY.
I GET THAT THROUGH FOLKS LIKE DAVID AT THE VISITOR CENTER.
ANOTHER THING I WAS JUST THINKING ABOUT IS MAYBE DI DIVERSIFYING WHERE PEOPLE CAN GO WITH THE CONNECT.
'CAUSE YOU TALK ABOUT THE SEVEN TRAILS, BUT NOT EVERYBODY IS GONNA DO TRAILS WHEN THEY COME AND I'M FINDING PEOPLE ASKING ME, YOU KNOW, WHAT, WHAT SHOULD I DO? WELL HIKING BUT NOT NOW.
'CAUSE IT'S A HUNDRED DEGREES IN THE MIDDLE OF THE DAY.
SO WHAT ARE SOME OF THE OTHER THINGS THEY COULD DO? LIKE GETTING TO THE MUSEUM OR, OR IT'S GOOD, IT COULD BE LIKE A, I MEAN SOMETHING WITH AN INTERNATIONAL FILM FESTIVAL OR JUST SOME OTHER THINGS THAT DIVERSIFY WHAT WE HAVE TO OFFER.
IT'S ALMOST LIKE A CONNECT ITINERARY.
BECAUSE I THINK, I MEAN I ALWAYS SAY, YOU KNOW, GO TO SHOPPING, GO TO RESTAURANTS, BUT WE KNOW WHAT THAT MEANS TO SOME EXTENT.
BUT TO BE ABLE TO LIKE DO LIKE A POINT TO POINT LIKE A DAY IN THE LIFE OF, YOU KNOW, I'M, I'M AT A HOTEL IN WEST SEDONA.
I MEAN WE'VE, AND I THINK TO THAT POINT, WE DID A PRESS TRIP IN MAY THAT'S GONNA BE FOR SOUTHWEST TRAVEL AND LIFE.
IT'S GONNA GET COME OUT IN APRIL I BELIEVE.
AND NANCY TOOK THE GROOM FROM PHOENIX TO HER HOTEL AND I HAD HER TAKE THE SHUTTLE EVERYWHERE SHE WENT.
AND THAT'S GONNA BE KIND OF A CAR FREE ITINERARY THAT WE'RE DOING WITH MEDIA.
BUT I THINK MAKING SOMETHING MORE EVERGREEN.
COULD JUST BE A RESOURCE, A GOOD IDEA.
EVEN LIKE THE SHUTTLE TO SOMEWHERE AND THEN THE WALK TO THE NEXT STOP.
YOU KNOW, LIKE YOU SHUTTLE TO THE HERITAGE MUSEUM AND THEN YOU WALK AND YOU CAN GO BY CERTAIN BEER COMPANY AND YOU CAN WALK TO UPTOWN AND YOU CAN GO TO CRYSTAL STORE.
MM-HMM I MEAN THERE'S SO MANY DIFFERENT THINGS YOU COULD ACCESS BEFORE YOU HAVE TO GET BACK ON THE SHUTTLE TOO.
IT COULD EVEN BE GOOD INFLUENCER PLAY TOO.
AGAIN, I BELIEVE THAT'S KIND OF IN THE MIDDLE LEVEL, BUT AGAIN WE'RE TALKING ABOUT LIKE IF WE DID ADD MORE TO THAT TOP LEVEL MESSAGE YEAH.
WITH THE CAVEAT OF DON'T SAY TOO MUCH.
HOW DOES, YOU GOTTA BE CAREFUL.
[00:45:01]
PUSH 'EM INTO THE MM-HMMREAL TIME FEEDBACK THAT WE GET IN THE GALLERIES IS PEOPLE ARE WISING UP TO.
I'VE LEARNED TO COME DURING THE WEEK, UM, DURING THE SEASON.
SO MAYBE REINFORCING THAT WE MIGHT SEE BETTER TRAFFIC DURING THE WEEK.
AND ALSO WITH THE, THE CONNECT CAN TAKE BIKES TOO, OR JUST THE SHUTTLES? YEAH.
WELL THEY DON'T REALLY FIT THAT WELL, UNFORTUNATELY.
OH, I SAW A GENTLEMAN TAKE HIS ROAD BIKE ON THERE.
I THINK YOUR MOUNTAIN BIKE MIGHT BE A LITTLE TOO BEEFY.
WELL THAT'S WHAT I WAS GONNA SAY.
LIKE IF YOU COULD TAKE THE CONNECT AND THEN YOU COULD MOUNT MOUNTAIN BIKE MOST, MOST LIKELY.
'CAUSE THE ROAD BIKING ISN'T AS APPEALING.
BUT, UM, YEAH, JUST ANOTHER WAY TO CONNECT THE DIFFERENT MODALITIES THAT WE HAVE.
AND THAT'S A FUNCTION THING WE'VE BEEN TALKING ABOUT FIXING FOR A WHILE.
WELL THANKS AGAIN FOR ALL YOUR INPUT ON THE CAMPAIGN.
I THOUGHT THAT, UM, BREAKING IT AWAY FROM JUST A SHUTTLE CAMPAIGN, WHICH WAS KIND OF OUR FIRST FORAY INTO IT, TO GETTING IT INTO MORE OF A EXPECTATION SETTING CAMPAIGN, I THINK WAS MY BIG MILESTONE FROM THE 26 EXECUTION.
SO, UM, I THINK CONTINUING TO FIND WAYS TO MAKE THAT BETTER WILL BE GREAT.
AND IT'S NICE THAT I THINK A ZERO REALLY UNDERSTANDS THE VISION NOW, WHICH IS GOOD TOO.
UM, 'CAUSE NOW THEY'RE LIKE, OH YEAH, ONCE WE LIKE GOT THE RESULTS, THEY'RE LIKE, AH, YEAH, OKAY, I'M ON BOARD NOW.
AND I JUST BRING MY COMMENT UP BECAUSE I WANNA GO BACK TO THE OTHER COMMITTEE MM-HMM
I FEEL LIKE IT WOULD BE BENEFICIAL IF IT WENT TO NINE O'CLOCK ON FRIDAY AND SATURDAY.
I MEAN, I THINK I CAN TELL YOU TINY BIT MORE.
BEING ABLE TO USE IT AS, I MEAN I CAN AT LEAST FOR THE WORK THAT ADAM AND I DO RIGHT.
WITH KIND OF FANS, YOU KNOW, IT'S A BARRIER FOR US MM-HMM
TO NOT BE ABLE TO, YOU KNOW, UTILIZE THE SHUTTLE SERVICE TO GET FOLKS FROM THEIR HOTEL AND BACK.
UM, UNLESS WE'RE EATING DINNER AT LIKE SIX O'CLOCK SOMETIMES.
SO, YOU KNOW, THAT THAT WOULD BE A, FROM AN ITINERARY DEVELOPMENT FOR VIPS, THERE'S A, THERE'S A BARRIER FOR US TO BE ABLE TO DO THAT.
BUT I THINK THAT'S, THAT'S A KNOWN THING, SO.
[5.b. Winter Campaign 2026/2027 Campaign Planning]
ALL RIGHT, MOVING ON TO THE MAIN EVENT.MAIN COURSE 20 26, 20 27 CAMPAIGN.
SO WE'VE GOT TWO TOPICS FOR THE 20 26, 27 WINTER DESTINATION MARKETING CAMPAIGN.
THERE'S SORT OF TWO TIMES IN WHICH, UM, I WANNA PAUSE AND JUST GET SOME FEEDBACK FROM Y'ALL.
UM, THE FIRST ONE IS WHERE THE DEEPER DISCUSSION WILL HAPPEN.
IT'S GONNA BE ON THE CAMPAIGN CREATIVE CONCEPT.
UM, AND I'LL EXPLAIN THAT MORE IN DEPTH.
I'M JUST GONNA GO RIGHT INTO IT.
AND THEN PHASE TWO IS CAMPAIGN BUDGET AND STRATEGY.
UM, BUT JUST TO GROUND US IN KIND OF THE CONVERSATION AT HAND.
SO, UH, THIS WINTER WILL BE OUR SEVENTH DESTINATION MARKETING CAMPAIGN CONDUCTED BY THE SEDONA TOURISM OFFICE.
IF YOU'VE BEEN KEEPING TABS ON US, WHICH I KNOW SOME OF YOU HAVE BEEN, UM, THE FIRST TWO CAMPAIGNS WERE ONE-OFF CAMPAIGN CONCEPTS.
UM, SO WE JUST HAD THE CAMPAIGN CONCEPT FOR THAT INDIVIDUAL EXECUTION.
UM, WE WANTED TO HAVE OUR BRAND IN PLACE.
OBVIOUSLY WE GOT S SEDONA STAND INSPIRED SET UP IN KIND OF THE EARLY FALL OF 24.
UM, AND AT THE SAME TIME, WE ALSO PROPOSED OUR CAMPAIGN CONCEPT TO YOU IN AT THE SAME TIME AS THAT, WHICH IS ALSO THAT EARLY KIND OF FALL OF 24, UM, WHICH WE LANDED ON THE REDEFINED DESERT CAMPAIGN CONCEPT, WHICH IS WHAT WE'VE BEEN DOING FOR THE LAST TWO YEARS NOW FOR EXECUTIONS.
UM, BUT IF YOU RECALL, WHEN WE LAUNCHED REDEFINED DESERT, UH, WE AGREED TO REASSESS THE CAMPAIGN CONCEPT AFTER TWO YEARS.
UM, WE'RE NOT ADVOCATING THAT WE NEED TO MOVE ON FROM THIS, UM, BUT WE DID AGREE TO REASSESS, IF WE WANT TO MOVE ON FROM IT, WHAT COULD OPTIONS BE.
UM, SO, YOU KNOW, AGAIN, THIS IS REALLY KIND OF A, A CREATIVE JUICES EXERCISE TODAY OF, YOU KNOW, DO WE, DO WE LIKE WHERE WE'RE GOING AND HANG ONTO IT FOR ONE OR TWO MORE EXECUTIONS? OR DO WE WANT TO PIVOT AND SHAKE IT UP AND DO SOMETHING NEW FOR THE WINTER CAMPAIGN? BUT WHAT IS A CAMPAIGN CONCEPT? LET'S KIND OF START WITH THAT.
SO, UM, THIS IS A TIME-BASED, AND I WANT TO PAUSE AND SAY LIKE, OUR SEDONA STAY INSPIRED BRAND IS REALLY FOR THE FORESEEABLE FUTURE.
THIS IS SORT OF AN, UH, UNTIL WE REALLY DON'T THINK IT'S WORKING.
THIS IS WHAT WE'RE USING FOR OUR LOGO AND OUR, AND OUR TAGLINE.
BUT THE CAMPAIGN CONCEPT IS DESIGNED TO BE KIND OF CYCLED OUT AT SOME POINT.
UM, I'LL JUST GIVE YOU AN EXAMPLE OF LIKE, YOU KNOW, WE TRAVEL OREGON, WE HAD OUR SEVEN WONDERS CAMPAIGN, WHICH WAS A VERY HIGH PERFORMING CAMPAIGN, BUT ALSO TAUGHT US A LOT ABOUT DESTINATION MANAGEMENT, AKA, WE TOLD PEOPLE TO GO TO SEVEN PARTS OF THE STATE AND THOSE SEVEN PARTS GOT OVERRUN AND WE LEARNED TO NEVER DO THAT AGAIN.
BUT IN THE MEANTIME OF THAT, THE CAMPAIGN WAS HIGH PERFORMING, SO WE EXTENDED IT FOR ANOTHER YEAR BEFORE THAT.
UM, WE ALSO HAD ANOTHER CAMPAIGN THAT WE EXTENDED AND SOME CAMPAIGNS WE TURNED OFF WITHIN A YEAR.
SO THAT'S KINDA WHAT I MEAN BY THESE THINGS ARE TIME-BASED.
IF WE LIKE IT, WE CAN KEEP IT GOING.
IF IT'S NOT WORKING, WE PROBABLY NEED TO SHIFT.
UM, BUT WE'RE AT THIS TWO YEAR STAGE OF, YOU KNOW, WHERE DO WE WANT TO GO WITH, WITH, WITH THE CAMPAIGN CONCEPT.
BUT REALLY, AND I LOOKED UP A DEFINITION, AND THIS IS THE CENTRAL UNIFYING
[00:50:01]
IDEA THAT SHAPES HOW A DESTINATION IS PRESENTED THROUGH STORYTELLING, VISUALS, MESSAGING, AND EMOTIONAL APPEAL ACROSS ALL CAMPAIGN ASSETS.IT SERVES AS THE STRATEGIC AND CREATIVE FOUNDATION THAT GUIDES EVERY ADVERTISEMENT, VIDEO, SOCIAL POST WEBPAGE, AND MARKETING ACTIVATION, ENSURING A CONSISTENT AND MEMORABLE EXPRESSION OF THE DESTINATIONS BRAND.
ALTHOUGH THE CURRENT CONVERSATION TODAY IS CAMPAIGN FOCUSED, I WANNA SHARE THAT.
YOU KNOW, WHEN I GO ON THE MISSIONS TO EUROPE AND I GIVE A DESTINATION SPEECH, I'M ESSENTIALLY EVOKING THE REDEFINED DESERT CAMPAIGN IN MY PRESENTATION.
WHEN ADAM AND I TALK TO MEDIA AND TRAVEL AGENTS, WE'RE EVOKING THAT CAMPAIGN CONCEPT.
SO IT REALLY DOES EXTEND FOR THE PERIOD OF TIME IN WHICH THE CAMPAIGN IS LIVE THROUGH ALL FACETS OF THE MARKETING CHANNELS THAT WE HAVE.
AND THEN IF WE WERE TO SHIFT AND I GO, YOU KNOW, ON ANOTHER MISSION, I WOULD THEN USE THAT NEW CAMPAIGN CONCEPT AND HOW I PRESENT IT.
SO YOU WOULD SEE THE ADS AS SORT OF THE FOUNDATION, BUT THE STORY THAT WE TELL BECOMES A STORY THAT I TELL WHEN I'M TALKING TO THE B2B INDUSTRY AS WELL.
SO A TIMELINE, WE HAVE TODAY, AUGUST 5TH TAB MEETING, AS I MENTIONED.
WE'VE GOT THE SEPTEMBER 8TH CITY COUNCIL MEETING, AND THEN WE'RE TARGETING AN EARLY OCTOBER CAMPAIGN LAUNCH.
SO, UM, WHAT WE'RE GONNA DO NEXT IS WE'RE GONNA GO THROUGH THREE CAMPAIGN CONCEPTS.
THE FIRST ONE YOU'RE VERY FAMILIAR WITH, UM, THE SECOND ONE, THOSE THAT WERE ON THE TAB IN 24 WILL REMEMBER THE SECOND ONE.
AND THEN THE THIRD ONE IS ENTIRELY NEW FOR THE TAB.
UM, AND I WROTE DOWN SOME, SOME, SOME BRAND STATEMENTS FOR YOU ALL ABOUT THESE.
BUT, UM, SO THE FIRST ONE'S REDEFINED DESERT.
AND YOU KNOW, BEFORE WE KIND OF GO THROUGH LIKE, WHAT IS THIS CONCEPT, DESERT CHALLENGES THE VIEWER TO REDEFINE THEIR PRECONCEIVED NOTION OF THE DESERT IN GENERAL.
IT SHOWS THE VIEWER A DIFFERENT VERSION OF THE DESERT THAN THEY MAY HAVE BEEN USED TO.
THE IMAGES AND GRAPHICS BREAK THE FRAME, WHILE THE DIRECTIVE TO REDEFINE SOMETHING CAN RANGE FROM INSPIRATIONAL TOPICS LIKE YOURSELF AND DISCOVERY TO SPECIFIC ASPECTS OF THE SEDONA CULTURAL CULTURE, LIKE NIGHTLIFE, FAMILY TIME, AND AWE.
BY REDEFINING THEIR EXPECTATIONS OF A VISIT TO SEDONA, WE ARE ALSO INVITING THEM TO REDEFINE THEMSELVES AT THE SAME TIME.
SO THAT'S KIND OF THE, THE FOUNDATIONAL PREMISE BEHIND THIS CAMPAIGN.
UM, HERE ARE EXAMPLE EXECUTIONS, UM, ON DIFFERENT KIND OF WAYS THAT THE CAMPAIGN WOULD LOOK.
UM, THIS WAS PREPARED FOR US BY DVA, BY THE WAY.
UM, SO COULD LOOK ON A BILLBOARD.
YOU'VE SEEN THESE ADS, THESE LOOKS ON SORT OF MOBILE PLACEMENTS.
UM, HERE'S HOW COULD LOOK IN SORT OF NATIVE ADS AS WELL.
UM, I THINK WE ALL REMEMBER THAT REDEFINED NIGHTLIFE, I THINK IS THE FIRST EXECUTION.
WE WERE LIKE, OKAY, THAT WAS FUN.
IF YOU'VE BEEN TO OUR OFFICES, YOU SEE A FEW OF THOSE POSTERS UP ON OUR WALL
UM, HERE'S HOW IT COULD LOOK IN A PRINT AD.
UM, THE NEXT ONE IS EXPLORE IN COLOR.
SO EXPLORE IN COLOR CELEBRATES THE BREADTH OF EXPERIENCE SEDONA OFFERS BROUGHT TO LIFE THROUGH THE VIBRANT COLORS OF ITS ICONIC LANDSCAPE.
INSPIRED BY SEDONAS RICH SPECTRUM OF FIERY REDS, DEEP ORANGES, SOFT PURPLES, AND BRILLIANT BLUES.
THIS CAMPAIGN CONCEPT USES COLOR TO SYMBOLIZE THE MANY WAYS VISITORS CAN EXPERIENCE THE DESTINATION FROM OUTDOOR ADVENTURE AND SPIRITUAL DISCOVERY TO RELAXATION AND CULTURAL ENRICHMENT, ALL INSPIRED BY THE SURROUNDING LANDSCAPE.
A DISTINCTIVE COLOR TREATMENT ACROSS THE CREATIVE REINFORCES THIS IDEA INVITING TRAVELERS TO EXPERIENCE SEDONA THROUGH ITS FULL SPECTRUM OF BEAUTY, ENERGY, AND POSSIBILITY.
BY EMBRACING SEDONAS UNIQUE COLOR PALETTE, THE CAMPAIGN ENCOURAGES VISITORS TO DISCOVER THE MANY DIMENSIONS OF THE DESTINATION WHILE FINDING INSPIRATION IN THE LANDSCAPE THAT MAKES IT UNLIKE ANYWHERE ELSE.
SO IN THIS WAY, WE HAVE, YOU KNOW, ADS THAT HAVE THIS GRADIENT OF COLOR, UM, THAT ARE PLAYING WITH IT, THAT SORT OF, AGAIN, YOU KNOW, BREAK THE IMAGE UP, DIRECT THE EYE, BUT STILL KEEP YOU FOCUSED ON THE LANDSCAPE AND ACTIVITIES.
UM, HERE'S KIND OF MORE OF A, OF A NATURE BASED EXECUTION.
UM, HERE'S A LOOK IN A GALLERY, FOR EXAMPLE, AS WELL AS IN A RESTAURANT.
UM, YOU THEN HAVE IT LOOKING IN, YOU KNOW, ONE OF OUR DIGITAL DISPLAY ADS, HERE'S ONE THAT COULD BE, UM, PRINT AD THAT WE, THAT WE GET DONE.
AND THEN I HAD THEM, WE PULLED THIS ONE BACK, IT HAS THAT ORIGINAL LOGO.
DON'T PAY ATTENTION TO THE LOGO IN THE BOTTOM LEFT.
BUT WE REALLY LIKED THIS EXECUTION THAT WE SHARED WITH YOU BACK IN 2024 ABOUT HOW THIS COULD PLAY OUT.
NOT THAT WE'RE ADVOCATING FOR BILLBOARDS, BUT JUST TO SEE HOW THE CREATIVE PLAYS OUT IN KIND OF A LARGER FORMAT.
UM, AND THEN, BECAUSE THIS IS ONE THAT YOU'RE NOT FAMILIAR WITH YET, WE KIND OF SPEND TIME WITH DVA SAYING, BUT HOW WOULD A, HOW WOULD A VIDEO WORK FOR THIS ONE? YOU KNOW, YOU'VE SEEN US EXECUTE REDEFINED DESERT, SO, YOU KNOW, WHAT WOULD A, WHAT WOULD OUR CAMPAIGN VIDEO LOOK LIKE? SO, UM, THE COLOR WASH WILL BE
[00:55:01]
USED IN SIMILAR WAYS IN THE VIDEO AS TO DIGITAL ADS.THEY WILL APPEAR WITHIN EACH SCENE AND GO BEHIND THE OBJECTS SUCH AS LANDSCAPE FEATURES AND PEOPLE.
SOME SUBTLE MOTION WILL BE ADDED TO THE COLOR BLOCK.
IT WILL FEEL LIKE PART OF THE ENVIRONMENT WHILE CREATING ADDITIONAL VISUAL LAYERS, A SENSE OF DEPTH AND EXTENDING THE EXPLORE AND COLOR CONCEPT TO MOTION.
THIRD ONE IS A NEW, UH, THIS IS ONE THAT WE'VE NOT SEEN BEFORE.
SEDONA SEES YOU, IS ROOTED IN THE IDEA THAT EVERY TRAVELER COMES TO SEDONA SEEKING SOMETHING DIFFERENT, AND THAT THE DESTINATION CAN MEET EACH VISITOR WHERE THEY ARE AT.
RATHER THAN ASKING VISITORS TO FIT A SINGLE DESTINATION NARRATIVE, THIS CAMPAIGN RECOGNIZES WHAT THEY'RE SEEKING AND SHOWS THEM HOW SEDONA CAN HELP THEM FIND IT.
TO BRING THIS IDEA TO LIFE, EACH ADVERTISEMENT IS TAILORED TO A SPECIFIC AUDIENCE SEGMENT, SUCH AS THE ECO-CONSCIOUS EXPLORER, WELLNESS SEEKER, ADVENTURE ENTHUSIAST, CULTURAL EXPLORER, HIGH NET WORTH TRAVELER, USING IMAGERY, MESSAGING AND STORYTELLING DESIGNED TO RESONATE WITH THAT AUDIENCE.
INSTEAD OF LEADING WITH THE BROAD DESTINATION MESSAGE, THE CREATIVE SPEAKS DIRECTLY TO A VISITOR'S INTEREST, CREATING A MORE PERSONAL AND RELEVANT CONNECTION.
THAT PERSONALIZED EXPERIENCE CONTINUES BEYOND THE ADVERTISEMENT.
EACH ADVERTISEMENT DIRECTS VISITORS TO A DEDICATED LANDING PAGE ON SCENIC SEDONA THAT ALIGNS WITH THEIR INTERESTS, ALLOWING THEM TO EXPLORE CONTENT CURATED FOR THEIR TRAVEL MOTIVATIONS.
FOR EXAMPLE, WELLNESS SEEKERS ARE GUIDED TO THE SEDONA SPIRITUAL WELLNESS GUIDE WHILE ADVENTURE ENTHUSIASTS ARE SHARED.
OUR HIKING PAGE BY ALIGNING CREATIVE MESSAGING AND AUDIENCE TARGETING AND WEBSITE CONTENT AROUND SPECIFIC, SPECIFIC TRAVELER MOTIVATIONS, SEDONA SEES YOU CREATES A MORE PERSONALIZED VISITOR JOURNEY THAT INCREASES ADVERTISEMENT RELEVANCE, ENCOURAGED, ENCOURAGES DEEPER ENGAGEMENT, AND INSPIRES TRIP PLANNING BY CONNECTING VISITORS WITH THE EXPERIENCES THEY ARE MOST LIKELY TO VALUE.
SO IN THIS CONCEPT, UM, ADS ARE KIND OF PERFORMED THEMATICALLY AND SERVED UP TO AUDIENCES THAT MEET THOSE.
WE'VE GOT OUR PERSONAS RIGHT? UM, IF WE HAVE THAT, YOU KNOW, TRAILBLAZER, OUTDOOR ADVENTURE ENTHUSIAST, YOU KNOW, WE'D SERVE THEM UP THAT AD AND THEN, YOU KNOW, WE'D LINK OUT TO THE HIKING LANDING PAGE, FOR EXAMPLE, WHICH WOULD HAVE A CALLBACK TO THE CAMPAIGN PAGE.
UM, YOU KNOW, IF YOU'RE MAYBE THAT, YOU KNOW, CULTURAL SEEKER, YOU'RE SEEING THE TILL LOCKA IMAGES WITH, YOU KNOW, MAYBE RESTAURANTS THAT ARE IN THAT ZONE, AND THEN YOU'RE ABLE TO KIND OF GO TO OUR ARTS AND CULTURE PAGE.
UM, AND THEN IF YOU'RE MAYBE MORE OF A FOODIE OR KIND OF MORE IN THAT LUXURY SIDE OF THINGS WITH FOOD AND HOTELS, WHERE THEN, YOU KNOW, SHARING YOU ADS LIKE THAT AND THEN GETTING YOU IN THAT DIRECTION.
UM, HERE, HERE'S HOW IT COULD LOOK ON, I GUESS, AN OUT-OF-HOME PLACEMENT.
AND HERE'S HOW IT CAN LOOK IN A PRINT MAGAZINE PLACEMENT.
AND THEN, UM, WE'VE GOT A BONUS CAMPAIGN ELEMENT.
UM, I'LL SAY THAT THIS WAS PROPOSED AS PART OF THE SEDONA SEES YOU, BUT, UM, WE LIKED IT SO MUCH WE THINK IT COULD WORK IN ANY OF THESE EXECUTIONS.
SO I JUST WANNA KIND OF GO THERE REAL QUICK BEFORE WE GO TO GROUP DISCUSSION.
UM, WHICH ESSENTIALLY, UH, JAMES STARTED WORKING WITH HTML FIVE ADS FOR US DURING THE LAST CAMPAIGN.
SORT OF WHERE WE SEE THE REQUESTS COMING FROM OUR, THE, THE MEDIA BUYERS.
UM, IT HELPS LOAD THEIR SMALLER FILES ESSENTIALLY SO THEY CAN LOAD FASTER AND THEY GIVE A LITTLE BIT MORE FUNCTIONALITY CHANGES, LIKE YOU CAN MAKE THEM MOVE.
IN THIS CASE, WE COULD MAKE, UM, QUIZZES, UH, THAT WOULD BASICALLY BE AN, UH, A DISPLAY AD THAT WOULD SAY, YOU KNOW, WHAT KIND OF SEDONA ARE YOU OR WHAT'S YOUR TRAVEL STYLE? AND THEN WE WOULD GET THEM THROUGH A QUIZ, AND THEN IT WOULD SEND THEM IT KIND OF LIKE, THIS IS YOUR SEDONA PERSONA.
AND THEN IT WOULD LEAD YOU TO THAT SPECIFIC PAGE.
SO THE LUXURY YOU ENDED UP AT THE LUXURY PERSONA, YOU GO TO THE LUXURY PAGE, YOU ENDED UP AT A WELLNESS PERSONA.
YOU GO TO THE WELLNESS PAGE, FOR EXAMPLE.
SO, UM, IT KIND OF, IT'S ROOTED IN THE CONCEPT AROUND SEDONA SEES YOU, WHICH IS WE'RE REALLY PROMOTING A VISITOR EXPERIENCE BEFORE A DESTINATION.
UM, BUT WE THINK THAT THIS AD COULD WORK IN ANY FORMAT.
UM, I JUST THINK IT'S A COOL THING WE MIGHT WANNA EXPLORE AND EXPERIENCE.
SO, UM, AND JUST AS A REMINDER, YOU KNOW, WE'RE STILL GETTING OUR EXPERIENTIAL PAGES PUBLISHED, UM, BUT WE'VE GOT TWO THAT ARE NEAR FINAL.
THAT WOULD BE THE STARGAZING AND THE ARTS AND CULTURE ONE.
UM, SO THOSE WOULD BE READY FOR THE CAMPAIGN, AND THAT'S WHAT I MEAN BY THE PAGES THAT THESE WOULD, THESE WOULD LINK TO.
SO HAPPY TO GO BACK AND SHARE ANYTHING OR KINDA GO BACK TO CERTAIN IMAGES YOU GUYS WANNA LOOK AT, BUT I'M ALSO OPEN TO GROUP DISCUSSION AND WHAT DIRECTION YOU THINK WE SHOULD TAKE THIS.
IT WAS WHO WANTS TO OPEN UP THOUGHTS? I LIKE THE THIRD ONE.
I DON'T KNOW ABOUT EVERYBODY ELSE, BUT I REALLY DON'T LOVE THE SECOND ONE.
I DIDN'T LOVE IT THE FIRST TIME.
[01:00:01]
I AGREE.AGAIN, I THINK THE COLOR IS DISTRACTING.
SO I, I WOULD FEEL COMFORTABLE JUST RECOMMENDING WE NOT MOVE FORWARD WITH THAT AND LIKE, JUST PUT THAT ONE IN THE TRASH.
CAN YOU GET A CONSENSUS ON THAT? I MEAN, I'M NO FEEL THAT SAYING THAT, BUT YEAH.
WELL, I WOULD SAY FROM A PHOTOGRAPHER STANDPOINT, THE COLOR ONE, THE, THE, THE MEDIA DOES NOT MATCH THE SEDONA COLOR.
THE MEDIA USED FOR IT IS LIKE, NOT WHAT YOU SEE WHEN YOU GO TO SUNSET OR SUNRISE.
LIKE WHEN YOU GET THAT, YOU MEAN THE COLOR GRADIENT? WELL, NO, THE COLOR, JUST THE FOOT PHOTOGRAPHY ITSELF THAT'S USED WITH IT.
LIKE, NONE OF IT REALLY HAS GOT THAT REPRESENTATIVE LIKE SEDONA.
LIKE FIERY, LIKE A LITTLE BIT ON THE FAR RIGHT ONE.
BUT THE MAJORITY OF THE OTHER ONES THAT WERE ON THERE ARE NOT REALLY LIKE WHAT YOU ACTUALLY SEE IF YOU GO TO SUNSET, SEDONA MM-HMM
IT'S LIKE TAKING AWAY FROM THE COLOR THAT WE ACTUALLY DO HAVE IN OUR LANDSCAPE AND TRYING TO IMPART SOMETHING THAT'S EYE CATCHING.
'CAUSE IT'S SO VIBRANT, BUT IT ISN'T CATCHING IN THE RIGHT WAY.
BUT, UM, I REALLY DO LIKE THE SEDONA SEES YOU, MY ONLY LIKE, STOP WITH THAT IS THAT WE ARE BRINGING IN LIKE A LUXURY GROUP AND I DO FEEL LIKE SEDONA IS ABOUT PRIVACY AND IS ABOUT GOING INWARD.
I DON'T KNOW, THERE'S SOMETHING ABOUT LIKE, BEING SEEN.
I FEEL LIKE IT'S SUCH A COMMUNITY THAT WELCOMES EVERYONE AND LIKE ALLOWS PEOPLE TO IMMERSE THEMSELVES IN SEDONA.
SO THERE'S SOMETHING THAT'S A BIT OFF PUTTING ABOUT LIKE, BEING WATCHED.
WHEN I, IF THERE WAS, IF THE TAGLINE WAS A LITTLE DIFFERENT YEAH, I THINK I'D GO FOR IT.
THE WORD SEDONA SEES YOU, I THINK IS MY ISSUE.
LIKE, WE'VE GOT FLOCK CAMERAS EVERYWHERE,
UM, BUT THE, THE IDEA BEHIND IT, I THINK IS DEAD ON IS CUSTOMIZING THE MESSAGE TO MATCH THE AUDIENCE INTEREST.
SO I, YOU KNOW, IT'S THERE, IT'S JUST THE SEES YOU THAT THE WORD, THE WORD SEES YOU.
IT'S LIKE, YEAH, BIG BROTHER I THAT THAT'S THE PROBLEM.
UH, AND I WAS TRYING TO FIGURE OUT, OKAY, COULD WE EVEN DO REDEFINE REDEFINE IN SOME WAY WITH THE, THE SPECIFIC TARGET AUDIENCES WE'RE GOING AFTER? IS THERE A WAY OF KIND OF BLENDING THIS BASIC IDEA OF CUSTOMIZING THE MESSAGE TO THE AUDIENCE, THE SUB AUDIENCE, UM, AND YET MAINTAINING SOME OF WHAT WE'VE GOT GOING? BECAUSE ONE OF THE THINGS I LIKE ABOUT REDEFINE DESERT IS, UH, IT'S IS WAY BEYOND REDEFINING DESERT.
I MEAN, IT'S REDEFINING, YOU KNOW, NIGHTLIFE, IT'S REDFIN AND, AND THAT, THAT JUXTAPOSITION IS JUST, UM, IT, IT'S INSPIRATIONAL.
I MEAN, IT, IT GETS BACK TO WHAT IS OUR BRAND STAY INSPIRED.
SO IS THERE SOME WAY WE CAN DO, YOU KNOW, SEE YOU MORE WITH INSPIRATION INSPIRING WORD? WHAT? YEAH.
SORRY, I CAN'T GIVE YOU A BETTER NO, I, I THINK WE'RE STILL, WE'RE STILL HIGH UP, BUT YEAH.
UM, WHAT ABOUT UTILIZING THIS SHIFT IN, I MEAN, I LIKE HOW IN THE, THE NEW CONCEPT, IF YOU GO TO ONE OF THE EXAMPLES ON THE SEDONA SEES YOU, YOU KNOW, IT'S LIKE I'M JUST CURRENTLY HAVE PERMISSION GRANTED TO DO ABSOLUTELY NOTHING AND THEN INSTEAD OF SEDONA SEES YOU, WHY COULDN'T THAT THIRD ONE BE REDEFINED QUIET TIME OR SOMETHING? YEAH, MAYBE THAT'S WHAT I'M TRYING TO GET AT.
SO I FEEL LIKE FOR ME, UM, THE REDEFINED DESERT, OR THE REDEFINE ALL OF THIS HAS BEEN A GREAT, UM, CAMPAIGN THAT WE'VE ALL REALLY LOVED, BUT IT DOES FEEL SLIGHTLY STAGNANT AT THIS POINT.
BUT I'M NOT SURE WE NEED TO COMPLETELY MOVE AWAY FROM IT BECAUSE IT HAS BEEN POSITIVE AND WE DO STILL HAVE GREAT IMAGING AND WE DO STILL HAVE LOTS MORE WORDS THAT WE CAN REDEFINE MM-HMM
BUT WHAT IF WE UTILIZE THIS NEW IDEA TO SORT OF EXPAND UPON IT OR, UM, YOU KNOW, ENHANCE IT.
IT'S ALMOST LIKE I'M HEARING THE CALL TO ACTION IS WHAT'S CREATING A, LIKE THE, LIKE THE FIRST TWO SLIDES, RIGHT? PERMISSION, GRANTEDLY, NOTHING REDEFINE YOUR SUMMER POTENTIALLY.
RIGHT? IT'S LIKE THE CALL TO ACTION OF SEDONA SI IS THE LAST THING YOU SEE IS WHAT'S I'M HEARING IS MAKING SOME UNCOMFORT.
BUT, YOU KNOW, IS THERE A WAY TO MERGE THE TWO? AND I MEAN, I, ONE THING THAT, YOU KNOW, I'VE THOUGHT ABOUT IS THE CREATIVE IS NOT REALLY THAT DIFFERENT BETWEEN REDEFINE AND SEDONA.
I MEAN, THE CREATIVE IS DIFFERENT WITH EXPLORING COLOR, BUT, YOU KNOW, I HAVEN'T QUITE GOTTEN A FULL CONSENSUS, BUT I DON'T THINK THAT'S, NOBODY SAID YES TO THAT ONE YET.
SO, SO THAT'S DEFINITELY HEARD.
UM, THAT'S AN INTERESTING HARSH ON THAT ONE.
YOU DON'T HAVE TO THROW WAS A TRASH.
I THINK WE'RE ALL FEELING THE SAME THING.
MAYBE JUST TO GET THAT FEEL TOO IS OUT.
IS ANYBODY IN FAVOR OF EXPLORING COLOR? NO.
I ALWAYS LIKE DOING PROCESS OF SEE MORE COLORFUL PICTURES THOUGH.
RIGHT? SO IT'S SORT, IF THERE'S KIND OF TWO ON THE TABLE, UM, I DON'T FEEL LIKE EVERYBODY'S
[01:05:01]
SAYING IT'S TIME TO LEAVE REDEFINED DESERT, BUT I THINK THE MAYBE SAID IT BEST, IT'S A LITTLE STAGNANT, UM, IN, IN, IN THE WAY IT'S APPROACHED.BUT EVEN TAKING THAT LENS OF, YOU KNOW, AND I'LL JUST SAY IT AGAIN, LIKE THE FIRST TWO ARE REALLY DESTINATION FOCUSED.
UM, THE THIRD ONE IS REALLY MORE VISITOR PERSONA FOCUSED.
AND THAT'S THAT THING I HEARD YOU SAY BOB, RIGHT? YEAH.
WHAT ABOUT, UH, YOU KNOW, FIND YOUR POSE OR MM-HMM.
FIND YOUR THRILL OR FIND YOUR SEDONA, OR FIND, YOU KNOW, EXACTLY THE ONE.
IT'S, IT'S MORE, IT IS MORE OF A CALL TO ACTION MM-HMM
AND IT CAN BE, IT'LL, IT'LL FIT IN NO MATTER WHO THE PROFILE THAT WE'RE GOING AFTER THAT.
AND THAT GIVES A LOT OF FREEDOM TO THE CREATIVE.
DISCOVER YOUR SEDONA, UM, YOUR SEDONA AWAITS IS ANOTHER ONE THAT CAME UP WHEN I SEARCH.
IT MAKES ME THINK OF LIKE, PEOPLE COME HERE TO CONNECT.
I MEAN, AND WHETHER THEY WANT TO CONNECT WITH THEMSELVES, THEY WANT TO CONNECT WITH THE LANDSCAPE, THEY WANT TO CONNECT WITH THE COMMUNITY.
LIKE THEY WANT TO CONNECT WITH THE ARTISTS, THEY WANNA CONNECT WITH LIKE THE LOCALS.
IT'S LIKE THERE'S DIFFERENT WAYS, WHETHER THEY'RE AN INTROVERT OR AN EXTROVERT, LIKE THAT PIECE COULD REALLY BE PLAYED UPON EVERYBODY AND IT KIND OF DOES PLAY INTO THE SIMILAR LIKE SEDONA SEES YOU.
YOU KNOW, I DEFINITELY LIKE, LIKE EVEN JUST FIND YOUR SEDONA, DISCOVER, DISCOVER YOUR SEDONA, YOUR SEDONA AWAITS.
I MEAN, THOSE ALL MAYBE, I MEAN, I THINK WHAT'S NICE TOO, AND WE COULD OBVIOUSLY CHANGE THIS, BUT LIKE, WE DON'T REALLY EVER SAY REDEFINE DESERT.
IT'S ALWAYS BEEN REDEFINED YOUR SUMMER, REDEFINE YOUR WINTER, BUT THE CONCEPT ITSELF IS THERE, RIGHT? MM-HMM.
AND I THINK, YOU KNOW, AND HERE IT'S LIKE THE SONO SIJI IS THE CONCEPT, BUT WE COULD FRAME AND WE, IF WE DID CHANGE IT, IT'D PROBABLY BE ONE OF THESE THREE NAMES.
BUT, YOU KNOW, AGAIN, IT'S THE CONCEPT'S NOT ALWAYS WHAT THE VISITOR SEES, ALTHOUGH IT IS THERE
BUT YOU KNOW, WHAT'S INTERESTING TOO IS THAT THIS ENDS UP NOT BEING A SEASONAL MESSAGE, RIGHT? SONO SIJI IS COME.
BECAUSE THAT'S, THAT'S EVEN ONE THING THAT WE JUST THOUGHT ABOUT OUT LOUD WITH THE, UM, WITH THE EXTENSION OF THE SUMMER CAMPAIGN IN PHOENIX AND TUCSON, IF, YOU KNOW, REDEFINED YOUR SUMMER, SUMMER OFFICIALLY ENDS SEPTEMBER 22ND.
SO THERE'S EIGHT DAYS THAT I THINK WE'RE MAYBE A LITTLE BIT AWKWARD THERE, BUT OTHER THAN THAT IT STILL WORKS.
BUT IF WE WERE TO EXTEND IT IN OCTOBER, CAN'T REALLY BE ABLE REDFIN YOUR SUMMER AND ALL OF OUR CAMPAIGN ADS AND OUR VIDEOS SAY THAT, FOR EXAMPLE.
CAN YOU RUN THROUGH THE SLIDES AGAIN FOR START, FOR THE THIRD ONE? YEAH.
DO YOU WANT ME TO REDO THE BRAND PROMISE WHILE I'M AT IT, JOHN? OKAY.
SO NOT EVERY PATH IS ON A MAP.
AND LET'S JUST SAY THE NEXT ONE WOULD BE, YOU KNOW, YOUR SEDONA AWAITS, FOR EXAMPLE.
UM, FIND SOMETHING SPECIAL, LEAVE US SOMETHING MORE.
FIND YOUR SEDONA PERMISSION GRANTED TO DO ABSOLUTELY NOTHING.
MAYBE THERE'S DIFFERENT CALLS TO ACTION, IS WHAT I'M SAYING.
THAT ALL WORKS REALLY WELL, ACTUALLY.
SO THE SEDONA SEES YOU IS THE, I MEAN, I WOULD BE HAPPY TO CHANGE IT, BUT THAT'S WHAT WE CALL IT.
BUT THEN THERE'S THIS WAY THAT IT GETS PRESENTED THAT'S DIFFERENT, YOU KNOW, AND YOU CAN KEEP PART OF, UH, REDEFINED DESERT AS DOCTRINE TOTALLY.
AND, AND IT JUST EVOLVES INTO THIS MM-HMM
I MEAN, WHAT I REALLY VALUED FROM REDEFINED DESERT WAS THAT IT GAVE ME THIS INVITATION TO SAY SEDONAS UNEXPECTED.
YOU KNOW? AND THAT, THAT, TO ME, EVERY TIME I'VE TALKED TO A TRAVEL AGENT, THEY'RE LIKE, HUH.
BUT WHATEVER CONCEPT WE ALL CHOOSE, IT GIVES ME A CHANCE TO, YOU KNOW, NEXT TIME I GO TO A CONFERENCE, I'LL HAVE A NEW, I'LL HAVE A NEW PITCH IN MIND.
AND THAT'S, THAT'S WHAT MAKES MY JOB FUN, IS REALLY THESE CAMPAIGN CONCEPTS ARE WHAT WE THEN INTERNALIZE AND KIND OF PUSH OUT THROUGH EVERY FACET.
ARE THESE EXECUTIONS, HOW ARE FOLKS FEELING ABOUT THESE ICONS? I THINK THERE WAS, THERE WAS SOME THOUGHT THAT WENT INTO IT FROM DVA THAT LIKE, DIFFERENT PERSONAS WOULD HAVE DIFFERENT ICONS.
UM, LIKE THIS ONE'S LIKE, YEAH, AT THE BOTTOM, RIGHT, THERE'S THAT, THERE'S LIKE THIS, LIKE MORE WELLNESS.
IT ALMOST LOOKS LIKE RUNES I THINK WAS THEIR INSPIRATION ON THIS.
SO LIKE, DIFFERENT PERSONAS WOULD HAVE DIFFERENT ICONS.
IS THAT, ARE THERE, IS THERE SOMETHING MORE LIKE PERSONAL TO SEDONA IN YEAH.
I MEAN, IT'S SOMETHING THAT WE WENT THROUGH WITH REDEFINED DESERT.
I THINK EVEN BEFORE WE SHOWED YOU, THEY HAD SOME, YOU KNOW, AGAIN, THE FRAMING IS SIMILAR AS YOU KIND OF SAW IT.
UM, BUT WE HAD LIKE SOME LIKE LINEAGE IN THE TOP LEFT, BUT THEN WE KIND OF, WE WERE LIKE, LET'S JUST FOR, BECAUSE THE IDEA WAS THAT THE LINES BROKE THE FRAME.
WE WANTED TO KEEP THE PERSPECTIVE.
UM, I THINK THERE'S SORT OF LIKE A, AGAIN, I THINK OF IT LIKE RUINS WHERE LIKE EACH RUIN HAS ITS OWN DEFINITION, TO BE HONEST WITH YOU, SO MM-HMM
UM, I THINK THAT'S WHERE THEY'RE GOING WITH THIS.
[01:10:01]
HAVE EVERY OPPORTUNITY TO MAYBE HAVE SOMETHING MORE SEDONA LIKE, UM, WE DID RUN INTO THAT OF LIKE, WHAT IS A SEDONA ICON? YEAH.'CAUSE IT'S, IT'S LIKE A SOUTH YEAH.
THAT'S WHAT I WAS THINKING MORE ON NATIVE AMERICAN SIDE OF IT.
AND WE'VE TALKED ABOUT HOW THAT'S NOT SOMETHING THAT WE'RE AS GOOD AT REPRESENTING.
AND SO PERHAPS THIS IS AN OPPORTUNITY TO DO SO.
I DON'T KNOW HOW YOU NEED OR GET PERMISSION FOR THAT, BUT I MEAN, I HAVE LOADS OF PICTURES OF IT.
COULD PROBABLY HAVE A GRAPHIC ARTIST PULL INTO THAT STUFF.
THINK IT'S LIKE IT'S, THAT WAS THE CASE.
BUT THAT NARROW DOES THAT NARROW? OR, OR, OR WHAT WE'RE GOING AFTER.
JUST FOR THE, LIKE, FOR THOSE LITTLE MM-HMM
I MEAN, OR WE JUST DO WHAT WE DID LAST TIME AND GET RID OF THE ICONS AND KEEP A, KEEP A CLEAN FRAME.
I'D LIKE TO SEE AN, A POTENTIAL ITERATION OF WHAT THAT COULD LOOK LIKE IF IT'S MORE PERSONALIZED TO SEDONA AND TO POTENTIALLY NATIVE AMERICAN CULTURE BEFORE JUST THROWING IT AWAY PERSONALLY.
BUT AGAIN, I LIKE TO SEE OPTIONS.
I THINK WE, WE, IF WE MOVE FORWARD WITH THIS DIRECTION, OUR GOAL IS TO REALLY LOOK INTO THE ICONS.
JUST THAT'S WHY I'M KIND OF ASKING YOU QUESTION.
I THINK IT WOULD REALLY SHOWS US CONNECTED TO THE COMMUNITY.
I THINK THE IMAGERY IS FANTASTIC IN THE SEDONA CZU CAMPAIGN.
UM, JUST ONE OTHER ALTERNATIVE IS SEDONA MEETS YOU WHERE YOU ARE.
UM, I LIKE THE IDEA OF THE ICON.
IF IT IS MORE SOUTHWEST ISH, I DON'T THINK IT JUST SHOULD BE ANYTHING TOO RANDOM.
UM, BUT I THINK THE IMAGERY AND THE ACTUAL, THE MESSAGES THAT YOU HAVE THERE ARE REALLY GOOD IN THIS ONE.
I THINK THIS IS TARGETING WHO WE WANT TO TARGET.
IT'S A LITTLE BIT MORE ELEVATED THAN THE REDEFINE CAMPAIGN.
WELL, I THINK IT GIVES US MORE, BECAUSE IT'S NOT DESTINATION FOCUSED, IT'S AUDIENCE FOCUSED.
IT GIVES US A LITTLE MORE FLEXIBILITY IN THAT REGARD.
A LITTLE MORE EXPERIENTIAL, WHICH IS WHAT EVERYBODY'S LOOKING FOR.
AND AGAIN, I THINK IT'S, YOU KNOW, THIS CAMPAIGN WOULDN'T HAVE WORKED A YEAR AGO 'CAUSE WE DIDN'T HAVE OUR EXPERIENTIAL PAGES UP.
SO IT'S KIND OF LIKE, AND THAT'S, THAT'S BEEN OUR GOAL IS BEING ABLE TO HAVE DEEPER PLANNING CONTENT FOR CERTAIN AUDIENCES.
AND NOW WE CAN ESSENTIALLY EXPLORE A CAMPAIGN LIKE THIS, IF THAT'S A DIRECTION THAT WE WANT TO GO IN TERMS OF THE FRAMING, THE, UM, THE COMPASS, UH, ICON MARK ON THE BOTTOM RIGHT.
THESE DIFFERENT ICONS AT THE BOTTOM, RIGHT? YEAH.
WELL THAT'S, SO THAT'S, THAT'S WHAT I MEANT IS DO WE WANT TO HAVE THIS BREAK IN THE FRAME? AND I MEAN, I DON'T MIND THE, THE THE FINE LINES.
BUT, BUT THAT, UM, ICON OR WHATEVER YOU WANNA CALL IT, IT JUST SEEMS LIKE IT'S PUFFERY PER NO YELLOW.
WHY, WHY IS IT THERE? IT, IT, IT'S THERE BECAUSE EACH IN THE THEORY, RIGHT? IS THAT EACH AUDIENCE HAS ITS OWN ICON.
IT'S ALMOST LIKE A CHOOSE YOUR OWN ADVENTURE AT THAT POINT.
AND THEN WE'RE OVERTHINKING IT.
I, I THINK A BIGGER STRATEGY, SO THE ICONS YOU CHOOSE HERE NEED TO BE CHOSEN EVERYWHERE.
SO THERE'S AN ICON FOR HISTORY AND HERITAGE COULD BE THE NATIVE AMERICAN, THERE'S AN ICON FOR ARTS AND CULTURE.
THERE'S AN ICON FOR LUXURY, THERE'S AN ICON FOR NATURE.
SO EVERY ASSET ACROSS THE BOARD, IF THOSE ARE THE CHOICES, THEY START SHOWING UP ON OTHER ASSETS SO THAT THAT FIRE DEMOGRAPHIC OR THAT VISITOR DEMOGRAPHIC RECOGNIZES THEIR LANGUAGE ON EACH PAGE OF EVERY ASSET.
YOU COULD REALLY TAKE THIS SOMEWHERE.
LIKE, WE WANTED TO REALLY DELVE INTO THOSE.
I MEAN, I THINK, YEAH, CERTAINLY LIKE THE CAMPAIGN LANDING PAGE, TO YOUR POINT, BRETT WOULD HAVE LIKE A DEFINITE A DESCRIPTION OF THAT, YOU KNOW? RIGHT.
AND I THINK EVEN THAT LIKE QUIZ WOULD PROBABLY INCLUDE THIS ICONOGRAPHY AS WELL, FOR EXAMPLE.
AND I JUST WANNA ASK, LIKE WITH HTML FIVE, YOU COULD, YOU KNOW, HAVE THAT FRAMING AND THAT ICON KIND OF, YOU KNOW, BE THERE AND COME OFF, YOU KNOW WHAT I MEAN? LIKE MM-HMM
UM, THERE COULD BE SOME MOVEMENT THAT WOULD ATTRACT THE EYE TO THAT AD.
THAT'S WHAT WE ARE AGAIN, WE ARE JUST DIPPING OUR TOES INTO HTML FIVE.
IT, WELL ACTUALLY IT GOT REALLY EASY WITH CLAUDE.
LIKE IT JUST WITH THEIR NEW DESIGN.
BUT YEAH, I THINK THERE'S A LOT OF POTENTIAL WITH IT.
UM, AND I THINK EVEN LIKE, 'CAUSE WE WERE THINKING ABOUT IT, LOOKING AT THE EXPLORING COLOR, FOR EXAMPLE.
JUST, I KNOW THAT'S NOT WHERE YOU WANT TO GO, BUT, 'CAUSE BEFORE WE LED UP TO THE
[01:15:01]
CAMPAIGN CONCEPTING, I WAS LIKE, OKAY, IF WE DID CHANGE DIRECTION, 'CAUSE REDEFINE IS, SO IT'S A STORY RIGHT? AS IS FIND YOUR SEDONA, I'M GONNA TEND TO CALL IT THAT FOR RIGHT NOW.BUT THIS SEDONA SEES YOU ONE IS, IT'S REALLY LIKE A, IT, IT'S LIKE A THREE PAGE, A CARTOON OR THREE PANEL CARTOON EXPLORING COLOR COULD EXIST AS A SINGLE FRAME.
AND I WAS LOOKING LIKE, HOW COULD THAT MOVE IN AN AD? MM-HMM.
SO THERE'S DEFINITELY MOVEMENT POTENTIAL ON IT.
UM, BUT I THINK WE JUST NEED TO FIGURE OUT WITH CAPACITY, BANDWIDTH AND, AND TIMING AND WHAT THE DIRECTION IS, BUT KNOWING WHICH OF THESE WE MOVE FORWARD WITH.
TO YOUR POINT, RENEE GIVES US A CHANCE TO THINK THROUGH HOW BEST TO UTILIZE THAT.
AND I THINK SOME OF IT'S INFORMED FROM LIKE THE TOWN HALL WE DID MM-HMM
WHERE PEOPLE FIND THE COMMUNITY DEFINED WHY PEOPLE COME TO SEDONA.
SO THAT, I DON'T KNOW HOW MANY CAME OUT OF THAT, FIVE OR SIX, THE THEMES.
I MEAN IT WAS, IT WAS KIND OF FUN FOR ME TO GO THROUGH AND KIND OF WRITE THESE THREE BRAND PROMISES OR KIND OF BRAND NARRATIVES.
BUT IT'S REALLY, YOU KNOW, IT'S THAT S UM, THIS IS THE FIRST ONE.
SEDONA IS ROOTED IN THE IDEA THAT EVERY TRAVELER COMES TO SEDONA SEEKING SOMETHING DIFFERENT AND THAT THE DESTINATION CAN MEET EACH VISITOR WHERE THEY'RE AT.
YOU KNOW? I MEAN, TO ME THAT'S REALLY KIND OF THE, THE POINT HERE, YOU KNOW? YEP.
WHAT IS THIS? A BUTCHER SHOP? BOB
CAN YOU TALK A LITTLE BIT MORE ABOUT THIS, UM, THE QUIZ AND YOU KNOW, WHAT, WHAT QUESTIONS YOU WOULD HAVE TO GET? I MEAN, BECAUSE IF IT'S JUST THREE LITTLE THINGS AND TWO LITTLE THINGS.
I MEAN, IT SEEMS LIKE IT'S GONNA BE, I DON'T KNOW EXACTLY WHAT I'M TRYING TO SAY, BUT IT'S NOT GOING TO GET TOO MUCH ABILITY TO DIFFERENTIATE BETWEEN THE DIFFERENT TYPES OF TRAVELERS IF THERE'S SO LITTLE SPACE FOR QUESTIONS.
SO WHAT, SO WHAT I'LL NEED TO VALIDATE, BECAUSE AGAIN, WE'RE KIND OF UP HERE AND IF WE GET DIRECTION TO GO DOWN FURTHER, RIGHT? I MEAN, YOU KNOW, UH, WHEN I WAS AT THE STATE OFFICES, WE WOULD HAVE, YOU KNOW, 64 DIFFERENT ADS DEVELOPED AND WE'D HAVE DIFFERENT CONTENT IN THE BODY CONTENT FOR EVERY AD.
AND WE WERE SERVING UP INDIVIDUAL ADS TO INDIVIDUAL PERSONAS.
AND WE HAD BIG BUDGETS,
AND YOU KNOW, MY UNDERSTANDING OF THIS, AND THIS IS WHAT I CAN KIND OF GO BACK AND VALIDATE FOR EVERYBODY, IS THAT, YOU KNOW, WE'VE GOT OUR, YOU KNOW, AGAIN, THE VENN DIAGRAM OF HOW WE CREATE AUDIENCES.
WE'VE GOT, YOU KNOW, GEOGRAPHY, INCOME LEVEL, AND THEN ONLINE BEHAVIOR.
ONLINE BEHAVIOR IS WHAT WE'D THEN BE SORT OF RECORDING AND OUT AND YOU START TO SERVE UP ADS TO THOSE PEOPLE AND IN WITHIN THOSE ONLINE BEHAVIORS.
AND HOPEFULLY THAT'S BEING DONE CORRECTLY, WHICH WE UNDERSTAND IT TO BE.
BUT THEN, YOU KNOW, I THINK THIS SPECIFIC EXAMPLE IS FOR, YOU KNOW, YOU KNOW, THE LUXURY, I GUESS IF IT WAS LIKE YOU WOULD SERVE UP, LIKE WHAT KIND OF ADVENTURER ARE YOU? AND THEN RATHER THAN TRYING TO GET ALL PERSONAS IN ONE QUIZ, YOU WOULD ALREADY BE NARROWING THE FOCUS TO THAT AUDIENCE THAT YOU HAVE.
WOULD BE MY UNDERSTANDING ABOUT HOW THIS WOULD BE DONE.
SO, SO HIKING, BIKING PICTURES WOULD THEN ALREADY BE YEAH, EXACTLY.
SO WE'D BE PHOTOGRAPHY, WE'D BE, WE'D ONE OR TWO QUESTIONS IN WHATEVER BEFORE YOU GET TO THAT.
YOU'RE NOT STARTING FROM LIKE WHO ARE YOU? ALTHEA,
UM, EVEN IF IT'S TWO, TWO OPTIONS.
BUT WHEN YOU CHOOSE AN OPTION, IT CREATES A PATH AND THEN THAT PATH HAS OTHER OPTIONS.
AND SO YOU START TO REALLY LEARN NOT JUST GENERAL DATA, OH, TOURISM IS UP AND IT'S THIS DEMOGRAPHIC, RIGHT.
BUT WHAT ARE THEY DOING? WHAT ARE THEY REALLY INTERESTED IN HERE? WE THINK WE KNOW WHAT THEY'RE INTERESTED IN AND SOMETIMES WE DO.
BUT THIS MORE GRANULAR FEEDBACK I THINK WILL BE VERY USEFUL.
I'M NOT A HUGE FAN OF THE BUDGET QUESTION
UM, I THINK IT PUTS THAT IN PEOPLE'S FOREFRONT OF THEIR MIND RATHER THAN FALLING IN LOVE WITH THE DESTINATION FIRST.
I WOULD RATHER SEE SOMETHING LIKE, HOW LONG DO YOU HAVE? OR WHO ARE YOU COMING WITH? UM, RATHER THAN PICK YOUR BUDGET BECAUSE EVERYBODY'S GONNA SAY, WELL OF COURSE I DON'T WANNA SPEND AS MUCH MONEY.
AND THEN THAT MIGHT, MAYBE YOUR LUXURY PERSON PICKS THE CHEAPER TRAVEL AND THEN THEY DON'T SEE WHAT YOU WANT THEM TO SEE.
AND I'M ALSO NOT A COMPLETE HUGE FAN OF LUXURY EXPEDITION.
I THINK WE COULD REFINE THAT A LITTLE BIT BETTER.
YEP, TOTALLY AGREE WITH TECHNOLOGY.
INSTEAD OF STATING THE OBVIOUS.
'CAUSE YOU KNOW, YOU WANT IT TO BE A LITTLE BIT MORE SUBTLE THAN THAT, I THINK.
WE MADE A POINT TO NEVER SAY LUXURY IN OUR LUXURY PAGE, SUCH AS A GOOD POINT, YOU KNOW? MM-HMM
AND THEN NOW HERE IT'S LIKE, RIGHT.
WE LOOKED UP, WHAT ARE THE WORDS? IT WAS LIKE ELEVATED, REFINED
[01:20:02]
YEAH, THAT'S A VERY GOOD POINT.
BECAUSE SEDONA HONESTLY IS NOT THAT BUDGET FRIENDLY.
I MEAN, NO, IT'S NOT LIKE I LOVE TRAVELING.
'CAUSE IT'S MUCH EASIER TO GO OUT TO EAT WHEN YOU TRAVEL AWAY FROM SEDONA.
SO WHAT ARE WE SAYING FOR NUMBER TWO? WHAT BE THE SECOND COLUMN THEN WE THINK, OH, I TRAVEL, I THINK, I THINK WE CAN GO BACK TO THE DRAWING BOARD ON THAT ONE.
I THINK THAT'S, AGAIN, THIS IS MORE OF A, THERE'S A CHOOSE YOUR OWN ADVENTURE CONCEPT THAT WE NEED TO FLESH OUT.
NOW, I ASSUME THAT IF YOU, IF YOU DO THE, YOU KNOW, LET'S, LET'S SAY YOU FIGURE OUT AND WE'RE GONNA GO WITH, UM, THE CS U, EVEN THOUGH IT'S DIFFERENT WORDS MAY MAYBE RENAMED.
UM, ARE YOU GONNA AB TEST AGAINST THE CURRENT CAMPAIGN OR WE, YOU KNOW, I DON'T THINK THAT'S, WE ARE KIND OF GOING ONE DIRECTION OR ANOTHER DIRECTION AND THEN IF WE FIND THAT OUR CLICK THROUGH RATES AND ALL THE DIFFERENT METRICS WE HAVE ARE NOT AS GOOD AS IN THE PAST, WE'D HAVE TO COME TO THEN WE KINDA TO THAT REASSESS WHERE WE ARE.
AND I THINK, AND ONE JUST FULL CHALLENGE, RIGHT, IS THAT BY THE TIME WE'RE PLANNING THE SUMMER CAMPAIGN, WE DON'T HAVE THE FULL WINTER RESULTS.
YOU KNOW, THAT'S JUST, BUT IT DOESN'T MEAN THAT WE CAN'T LOOK INTO, BUT WE NOW HAVE A COUPLE YEARS OF HISTORY.
AND WE CAN LOOK AT THE PACING REPORT AND EVERYTHING ELSE.
BUT YEAH, I THINK, YOU KNOW, BUT JUST WITH OUR BUDGET, IT'S VERY EXPENSIVE TO RUN TWO CAMPAIGNS AT ONCE.
SO THAT'S, THAT'S SORT OF NOT, NOT, NOT THE PLAN RIGHT NOW, ESPECIALLY IF IT'S TWO NEW ADS AND EVERYTHING.
SO IT'S MORE OF BEING ABLE TO REFLECT BACK ON THE BASELINES THAT WE'VE ESTABLISHED THE LAST, THE LAST SIX CAMPAIGNS.
CAN I ASK A QUESTION THEN, UM, ABOUT HOW IT, THIS IS COMING, YOU KNOW, IN THIS TRIFECTA OF SCREENS, SO THE FIRST AND SECOND SCREEN, DON'T SAY SEDONA.
AND SO, AND IF, AND IF PEOPLE ARE, YOU KNOW, BEING SERVED THESE ADS, THEY HAVE TO THEN BE ATTRACTED BY THAT FIRST ONE TO WATCH LONG ENOUGH TO GET TO THE THIRD ONE.
WE SHOULD GET THE LOGO ON THOSE, ON THOSE ADS.
SO THEY'RE LIKE PERMISSION GRANTED FOR WHAT, I MEAN SOMEBODY MIGHT BE ATTRACTED BY THAT, BUT SOMEONE ELSE WOULD BE LIKE, WHAT'S THAT? TOTALLY AGREE.
I THINK, AGAIN, EVERY, EVERY OTHER EX I THINK THAT'S JUST A MISS FROM DBA ON THAT ONE, BUT BEING ABLE TO HAVE OUR LOGO ON THOSE WOULD BE SOMETHING TO THINK ABOUT.
UM, DO YOU HAVE ACCESS TO THE, LIKE THE GOOGLE DATA AS IT'S, UH, YOU KNOW, ON A, LIKE, OR OR ARE YOU ASKING THEM TO REPORT AT THE END OF THE CAMPAIGN? HOW, HOW IT'S DOING? LIKE CAN YOU REPORT TO, YOU KNOW, G FOUR GOOGLE ANALYTICS? YEAH, YEAH, YEAH, YEAH, YEAH.
SO YOU CAN DO THAT AT ANY TIME.
YOU CAN SEE HOW IT'S, YOU CAN KIND OF SEE HOW IT'S PERFORMING.
I THINK ONE, ONE GOOD THING IS THAT IT USED TO BE OUR CAMPAIGNS DROVE ALL OF OUR CLICKS NOT THE CASE ANYMORE.
WE HAVE OTHER STRATEGIES GOING ON ON DIFFERENT TIMES.
BUT YEAH, THAT'S, THAT'S ONE OF THE BAROMETERS THAT ROB LOOKS INTO IS SORT OF WHAT'S, WE CAN SEE THAT WHEN THE CAMPAIGN STARTS TRAFFIC GOES UP, THE CAMPAIGNS END TRAFFIC GOES DOWN, BUT IT NEVER GOES DOWN TO ZERO ANYMORE, WHICH IS GREAT.
'CAUSE WE ALWAYS HAVE SOMETHING, WHETHER IT'S THE AZE CAMPAIGN, WHICH IS DRIVING 25,000 CLICKS, UM, DURING THAT TIME PERIOD.
AND THAT'S ONE OF THE WAYS THAT WE LOOK AT CAMPAIGN PERFORMANCE.
BUT OUR WEBSITE PERFORMANCE IS NOT AKIN TO CAMPAIGN PERFORMANCE.
THAT'S KIND OF WHAT I'M TRYING TO SAY.
THAT BRINGS UP THE OPTIMIZING AI.
UM, I KNOW WE'VE TALKED ABOUT THAT IN THE PAST YOU GUYS WERE EXPLORING.
SO THE, THE EXPERIENTIAL PAGES THAT WE GOT SET UP, SO, UM, THESE PAGES THAT WE'VE SHARED IN THE PAST, UM, THEY'RE ALL NEW PAGE TEMPLATES.
SO APPRECIATE SEDONA IS ON A NEW TEMPLATE.
THE HIKING PAGE IS ON A NEW TEMPLATE.
THE SHUTTLE PAGE IS ON A NEW, THE GETTING AROUND PAGE, WINE TASTING ON THE SPIRITUALITY.
OUR CAMPAIGN PAGES ARE ON THAT NEW TEMPLATE.
THOSE ALL HAVE THE SCHEMA THAT CAN BE READ, THAT CAN BE READ BY AI.
SO THE NEW TEMPLATES WE GOT SET UP ARE OPTIMIZED FOR THAT.
UM, AND THEN WE HAVE LIKE QUOTES FROM LOCAL LEADERS, WHICH GIVES US MORE AUTHORITY.
UM, AND THEN THERE'S A FUN ONE I'LL SHARE WHEN WE GO INTO CAMPAIGN STRATEGY FOR YOU ABOUT SO AND EVERYWHERE YOU CAN CHANGING THE, UH, SEDONA TOURISM OFFICE WILL HELP WITH THAT TOO.
IF IT'S BEEN ON THE WEBSITE MAYBE BEFORE FY 27, BUT IT'S OFFICIAL NOW.
SO I'M HEARING, UM, WE, LIKE SEDONA SEES YOU IN CONCEPTUALLY, BUT WE SHOULD FIGURE OUT MAYBE A NEW NAME FOR IT.
UM, I'M ALSO HEARING THAT WE MAY NOT NEED TO HAVE THE SAME CALL TO ACTION ON EVERY AD.
THERE'S SORT OF DIFFERENT PHRASES WE JUST CAME UP WITH THAT SORT OF SAY THE SAME THING IN A WAY THAT'S NOT, SO AGAIN, JUST FIND YOUR SEDONA, DISCOVER YOUR SEDONA, YOUR SEDONA, AWAITS SEDONA MEET YOU.
UH, THOSE ARE ALL, YOU MENTIONED LETTERS ABOUT CONNECT, BUT THERE WASN'T REALLY ONE THAT SOUNDED CONNECT THE IN WHAT FOR THE, LIKE THE CALL TO ACTION.
THOUGHT IN TERMS OF LIKE, SEDONA INSTEAD OF S SEES YOU LIKE CONNECTING, LIKE A WAY TO
[01:25:01]
SHOW HOW PEOPLE CONNECT HERE.'CAUSE I THINK IT'S A HUGE DRAW FOR PEOPLE.
HOW WOULD YOU SAY THAT? WELL, JUST IF YOU COME TO CONNECT WITH YOURSELF, YOU COME TO CONNECT WITH THE LAND, COME TO CONNECT WITH ADVENTURE, YOU COME SO SEDONA CONNECT.
THAT ALMOST SEEMS LIKE ANOTHER CAMPAIGN.
THAT, THAT COULD BE A DIFFERENT DIRECTION, I FEEL LIKE, BECAUSE YEAH, SAYING SEDONA CONNECTS YOU IS DIFFERENT THAN SEDONA MUSIC.
IT WOULD BE LIKE, IT'D BE CONNECT WITH YOUR SEDONA I THINK WOULD BE THE EXECUTION YOU WOULD LOOK AT IN THAT, IN THAT SPACE.
SO, BUT I LIKE FIND YOUR SEDONA.
IS THAT I WOULD JUST TAG ON TOO, ANDREW, I DON'T KNOW IF ANYONE ELSE FELT THIS WAY, BUT NOT A HUNDRED PERCENT DEPARTURE FROM REDEFINE FROM SOMEBODY ELSE'S COMMENT.
LIKE IT STAYS KIND OF SOMEWHERE BASE.
WOULD YOU WANT TO SEE REDEFINE IN THE ADS OR IS IT MORE CONCEPTUALLY HOW WE GO ABOUT IT? I MEAN THAT'S I GUESS A BIG QUESTION 'CAUSE WELL, I I THINK THERE'S A LOT OF GOOD FROM THAT CAMPAIGN MM-HMM
UM, BUT MAYBE IT'S TIME FOR AN EVOLUTION, BUT NOT, SO IN OTHER WORDS, LET'S SAY THIS CAMPAIGN DIDN'T GO WELL.
THEN IT'S, IT LOOKS LIKE YOU KNOW THE STARS YEAH.
SO REDEFINE STAYS SOMEWHERE IN THE DOCTRINE MM-HMM
OF, OF THE BASE OF WHAT WE COMMUNICATE.
WELL, COULD BE SEDONA IS UNEXPECTED AND HAS SOMETHING FOR EVERYBODY.
I THINK YOU COULD, IF WE'RE GONNA GO WITH MULTIPLE OPTIONS AND WHAT YOU HAVE ON THAT THIRD PAGE, FIND YOUR SEDONA, YOUR SEDONA AWAITS SEDONA MEETS YOU READ, I MEAN THERE'S STILL SPACE FOR REDEFINED TO STAY IN THIS.
LIKE YOU SAID, IF WE GO COMPLETELY AWAY FROM IT WHEN IT'S BEEN SO SUCCESSFUL, MAYBE THAT'S COOL.
I THINK WHAT I'M HEARING IS, YOU KNOW, WE LIKE THIS CONCEPT OF LEADING WITH EXPERIENTIAL AND SORT OF VISITOR FACING MARKET, LIKE VISITOR PERSONA MARKETING.
UM, WE LIKE THE CONCEPT THAT WAS PROPOSED, BUT NOT THE WORDS THAT WAS PROPOSED IN, BUT WE'RE NOT TOTALLY SURE WE WANT TO COMPLETELY LEAVE REDEFINE DESERT AND THAT THAT'S ENOUGH.
I CAN TAKE BACK TO THE CREATIVE TEAM AND JUST SAY, HEY, YOU KNOW, WE KNOW NUMBER TWO IS NOT THE ONE.
UM, WE DO THINK THAT IT'S TIME TO SHAKE THINGS UP WITH THE, WITH THE, WITH THE CAMPAIGN CONCEPT.
MAYBE GO FROM AGAIN, DESTINATION TO VISITOR PERSONA AND THEN LET US KIND OF DO OUR JOB AND FIGURE OUT WHAT THAT LOOKS LIKE WITH OUR CREATIVE TEAM.
ONE LAST LITTLE COMMENT ON THIS LITTLE PAGE HERE.
I THINK LIKE GETTING AROUND WINE TASTING.
WELL, SPIRITU JELLY ARE MORE GENERAL AND HIKING IS MORE SPECIFIC MM-HMM
BECAUSE IT MIGHT BE BETTER TO BE MORE ENCOMPASSING OF THE OUTDOORS.
WELL, WE NEED TO GET A BIKING PAGE UP THERE, LARS.
NO, YOU JUST JUMPED RIGHT INTO HIKING.
MAYBE THAT'S SOMETHING I COULD CHANGE IT TO, BUT IT'S, YEAH, IT'S, IT'S THE ALL TRAILS.
WE'RE IN TALKS WITH LARS TO HELP HAVE THIS SUPPORT ON GETTING A BIKING PAGE UP THAT WOULD USE TRAIL FORKS.
AND THEN AGAIN, THERE'S A STARGAZING PAGE THAT'S DRAFTED AND THERE'S AN ARTS AND CULTURE PAGE THAT'S DRAFTED.
SO THAT GETS US TO THE SEVEN THAT WE HAVE BEEN TARGETING IN OUR KIND OF WORK PLAN.
UM, THERE'S AN EIGHTH ONE, WHICH IS KIND OF CULTURAL TOURISM, BUT THAT'S A MUCH LONGER PROJECT TO YEAR EARLIER COMMENTS OF THE, UH, UM, I MEAN, I CAN TELL PEOPLE ABOUT THE HERITAGE SITES, BUT AT SOME POINT IT'D BE NICE TO MOVE IN THAT DIRECTION.
SO THAT'S KIND OF IN THE LONGER, LONGER WORK PLAN AND IT'LL BE IN THE, SHOULD BE REFERENCED IN THE 20 26, 20 30.
SO IT'S IN TERMS OF, UH, SYNONYMS FOR LUXURY CONNOISSEUR, CONNO,
DO YOU LIKE THAT ALLY? ALLY? ALLY? DO YOU LIKE THAT? DO YOU LIKE CONNOISSEUR
UM, SO I, IT ALMOST DOES KIND OF TAKE YOU BACK UP THERE AGAIN.
IT KIND OF TAKES YOU TAKE BACK TO THE OBVIOUS.
ACTUALLY IT COULD BE FUNNY TO DO A JUXTAPOSITION WITH A DAMN GOOD HOT, UH, HAMBURGER FROM OUTLAW
BECAUSE I THINK WE GOT WHAT WE NEEDED ON CAMPAIGN CONCEPTS.
I'M GONNA MOVE INTO CAMPAIGN STRATEGY.
UM, SO JUST LOOKING AT THE WINTER 25, 26 RECAP, YOU KNOW, WHAT DID WE DO LAST YEAR? UM, CAMPAIGN FLIGHT WAS OCTOBER 17TH TO FEBRUARY 15TH.
THAT WAS I THINK ABOUT 40 DAYS EARLIER THAN WE DID THE PREVIOUS ONE.
UM, THE TOTAL TO PAID ADVERTISING BUDGET WAS $250,000.
UM, THIS INCLUDED THAT $93,000 REQUEST AND CONTINGENCY FUNDS THAT WE DID WITH CITY COUNCIL.
JUST KNOWING THAT WE HAD HAD MONTHS OF DECLINE LEADING UP TO THAT CAMPAIGN.
WE WERE ABLE TO, YOU KNOW, UTILIZE THOSE FUNDS EARLIER.
[01:30:02]
UM, BUT JUST TO CLARIFY, THE BASE BUDGET OR WHAT WE WERE STARTING WITH PRIOR TO THAT REQUEST WAS 1 56, 7 30.UM, AND THEN THIS ALSO INCLUDED THE LAUNCH OF THE HIGH NET WORTH AUDIENCE GROUP.
UM, WHAT DID WE ACHIEVE DURING THE 25 26 CAMPAIGN? SO WE HAD AN ECONOMIC IMPACT OF ABOUT 5.2 MILLION, A ROAS OF 32 TO ONE.
UM, WE DID RETURN MORE CITY SALES AND BED TAX THAN WE SPENT ON THE CAMPAIGN.
SO A ONE TO 19 TO ONE RETURN ON TAX INVESTMENT SPEND.
JUST TO REMIND YOU, OUR TRADITIONAL WINTER MARKETS, UH, YELLOW NEVER CHANGES.
PHOENIX, TUCSON, SAN DIEGO, LA, LAS VEGAS, THOSE ARE OUR DRIVE MARKETS.
AND THEN OUR FLIGHT MARKETS DO SHIFT BETWEEN WINTER AND SUMMER.
UM, IN THE WINTER WE'VE BEEN DOING DENVER AND MINNEAPOLIS, CHICAGO, SEATTLE, SAN FRANCISCO.
UM, AND THOSE ARE ALL ORDERED IN TERMS OF ROI EXCEPT YELLOWS ORDERED AND ORANGES ORDERED.
TECHNICALLY DENVER, MINNEAPOLIS PERFORMED BETTER THAN LAS VEGAS LAST WINTER.
UM, AND THEN JUST LOOKING AT HOW WE COMPARED THE 24 25 CAMPAIGN TO THE 25 26 CAMPAIGN, UM, AGAIN, THE SPEND WAS DIFFERENT.
UH, WE HAD ABOUT, YOU KNOW, JUST SHY OF A HUNDRED THOUSAND DOLLARS MORE IN THE 25 26 CAMPAIGN, UM, THAN WE DID IN THE 24 25.
THAT'S WHY YOU SEE A HIGHER ECONOMIC IMPACT, BUT A LOWER ROAS.
UM, I ALSO WANT TO CLARIFY TOO THAT, UM, THE 24 25 WINTER CAMPAIGN WAS PRIOR TO US EXPERIENCING THE DEVICE CAPTURE ISSUES THAT WE HAD.
SO, UM, WE JUST HAVE BEEN SEEING LESS DEVICES CAPTURED.
UM, SO IF YOU LOOK AT SORT OF OTHER METRICS, WHICH I DON'T HAVE TODAY, BUT, UM, WHEN, WHEN WE REPORTED THIS BEFORE THE SUMMER CAMPAIGN, UM, METRICS GOT BETTER IN 25, 26, BUT THE ONLY THING THAT WENT DOWN WAS KIND OF DEVICE CAPTURE.
UM, IMPRESSIONS WENT DOWN TOO, BUT THAT WAS BECAUSE WE HAD A NARROWER AUDIENCE FOCUS.
WE KIND OF TIGHTEN THE SCREWS ON HOW WE SERVED UP ADS.
UM, LESS VISITOR DAYS, BUT LONGER VISITOR LENGTH WAS, I THINK THE TAKEAWAY THERE.
UM, WHICH I THINK IS A, IS TRENDING IN THE RIGHT DIRECTION FOR US.
UM, HOTEL TRIPS LESS, BUT AGAIN, LONGER HOTEL STAYS, SO WE HAD MORE ROOM NIGHTS IN 25, 26, BUT LESS, YOU KNOW, STAYS ESSENTIALLY.
UM, SO THOSE WERE TWO GOOD METRICS TO SEE.
AND JUST THAT WE ARE GETTING PEOPLE TO STAY LONGER IN THE WINTER.
I THINK THAT'S A REAL, A REAL LONG-TERM GOAL FOR US AND NICE TO SEE.
AND THEN, UM, WE ACTIVATED THE SHORT-TERM RENTAL ATTRIBUTION I BELIEVE FOR THIS CAMPAIGN.
UM, WHERE WE WERE ABLE TO GEO-FENCE ALL THE, ALL THE, UH, SHORT-TERM RENTALS WITH THERESA AND HER AND HER PROGRAM FOR THE PERMITS.
WE WERE ABLE TO GET THOSE ADDED IN AS A LAYER.
SO, UM, THERE'S ALSO AN ADDITIONAL SPEND THAT WASN'T COMPARABLE TO 24 25.
YOU KNOW, YOU GET YOUR VISITOR, YOU, YOU DON'T HAVE AS MANY PEOPLE, BUT YOU'RE GETTING MORE OUT OF THOSE SAME PEOPLE.
WE SAID THAT FROM DATE AND BROUGHT LESS PEOPLE TRAVEL AROUND.
MAIN GOAL LESS DONE BETTER IS MORE.
UM, SO OUR TARGET CAMPAIGN TIMELINE, AGAIN, SOME OF THIS DEPENDS ON, UM, THE CAMPAIGN CONCEPT THAT WE DO AND HOW MUCH WORK IS GONNA BE DONE TO GET IT OFF THE GROUND.
BUT I THINK THAT, UM, RIGHT NOW WE'RE HOPING TO DO SOMETHING SIMILAR TO WHAT WE DID FOR THE SUMMER CAMPAIGN WHERE WE STAGGER THE CAMPAIGN LAUNCH START IN THE FLIGHT MARKETS BEFORE THE DRIVE MARKETS.
UM, SO YOU KNOW, THE TENTATIVE PLAN AS WE PROCEED AS THAT OCTOBER ONE AND ENDED ON FEBRUARY ONE IN THE FLIGHT MARKETS, AND THEN TURN ON THE DRIVE MARKETS OCTOBER 15TH AND THEN TURN THEM OFF ON FEBRUARY 15TH.
SO THE CAMPAIGN IS RUNNING FROM OCTOBER ONE TO FEBRUARY 15TH.
CAN I ASK A QUICK QUESTION? YEP.
CAN YOU REMIND US, UM, WE, DIDN'T WE CHANGE A FLIGHT MARKET THIS WITHIN THE PAST YEAR? WE, WE DID FOR SUMMER ONLY.
SO SUMMER IS WHEN WE GO INTO TEXAS.
BUT, UM, BUT WE TAKE OUT NEW YORK, MINNEAPOLIS, AND SEATTLE IN THE SUMMER.
AND AT WHAT POINT OR DO YOU EVER FIND THAT NEED TO SHIFT THE FLIGHT MARKETS? LIKE I I AM NOT AS FAMILIAR WITH LIKE HOW YOU DECIDE WHERE YOU'RE GONNA GO.
AND WHAT'S THE BEST, YOU KNOW, IF YOU KEEP GOING TO THE SAME PLACES VERSUS TRYING.
YEAH, I MEAN SOME OF THESE ARE SORT OF THE, THESE SEATTLE, NEW YORK, MINNEAPOLIS ONES, THOSE ARE SORT OF OUR, OUR, OUR LONGER TERM GOALS.
YOU KNOW, CAN WE BUILD BRAND AWARENESS OF SEDONA IN THOSE MARKETS? UM, SAME WITH KIND OF THE, THE, THE, THE TEXAS ONES.
UM, YOU KNOW, I THINK THE, WHAT WE FOUND OR WHAT WE KIND OF FIND RIGHT, IS THAT, YOU KNOW, MINNEAPOLIS PERFORMS PRETTY WELL IN, IN THE WINTER, PROBABLY LESS SO IN THE SUMMER.
WHERE TEXAS IS LIKE, OH GOD, WE NEED TO GET OUT OF THERE.
SO THERE'S SOME OF THAT THEORY THAT GOES INTO IT.
BUT THEN WE ALSO VALIDATED OUR MARKETS, UM, I THINK BEFORE THE, I THINK BEFORE THE LAST WINTER CAMPAIGN MM-HMM
WE, WE HAD OUR RESEARCH FIRM COME IN AND
[01:35:01]
INDEPENDENTLY LIKE LOOK AT SPEND GEOLOCATION DATA, LIKE BASED ON THE DATA THAT WE HAVE, WHO SHOULD WE BE MARKETING.AND IT WAS PRETTY MUCH A ONE-TO-ONE TO WHO OUR MARKETS WERE.
SO WE WERE ABLE, SO WE DO DO THAT KIND OF AUDIT IF YOU WILL.
UM, EVERY, EVERY 18 MONTHS OR SO.
AND IT DOESN'T CHANGE THAT DRAMATICALLY, BUT IT WAS NICE, IT WAS NICE TO GET A THIRD PARTY AND THAT'S, COUNCIL HAD ASKED US TO DO THAT AND I THINK IT'S A GREAT, IT'S A GREAT THING TO DO.
AND THEN, UH, ADVERTISING STRATEGIES.
SO, UM, THE TOP TWO ARE WHAT WE WOULD BE ASSIGNING ATTRIBUTION TO.
SO THOSE WOULD BE OUR PROGRAMMATIC DISPLAY ADS AND THEN OUR CONNECTED TV AND ONLINE VIDEO.
UM, THE REASON WHY YOU'RE SEEING MORE IN THE TOP THAN THE BOTTOM ON THAT IS THAT WE REALLY FRONT LOAD CONNECTED TV THAT SPEND TURNS OFF KIND OF THE SOONEST 'CAUSE THAT'S SORT OF THE FUR FURTHEST UP THE FUNNEL FOR PEOPLE SEEING OUR CAMPAIGN VIDEOS, UM, ON THEIR CONNECTED TELEVISION.
SO WE DON'T WANNA RUN THOSE, THE WHOLE CAMPAIGN.
WE WANNA START THEM AND THEN START DOING RETARGETING AFTER THAT IS, IS KIND OF THE THEORY ON IT.
UM, AND THEN WE'VE GOT OUR META OUT OF MARKET VISITATION ADS THAT ARE THOSE INSPIRATIONAL ADS.
UM, TO YOUR POINT, BOB, ABOUT AI, UM, WE TYPICALLY HAD, I THINK IT'S LIKE IF YOU ADD THAT UP, I THINK IT'S LIKE 14, 1 10, UH, 100 MAYBE I THINK IS WHAT THE TOTAL IN SEARCH IS.
UM, WE'VE DECIDED TO ALLOCATE 10% OF OUR SEARCH BUDGET TO CHET BT SEARCH.
SO STARTING TO ADVERTISE IN THAT FORMAT AND, AND, AND, AND PILOT IN, UH, CHAT CPT.
WE'VE JUST SEEN TRAVELERS GETTING INFORMATION BEYOND GOOGLE SEARCHES RIGHT NOW.
UM, AND DVAS RECOMMENDATION WAS TO START EXPERIMENTING WITH HAVING ADVERTISEMENTS IN CHAT.
IT'S PRETTY NOMINAL IN KIND OF THE WHOLE SPEND THAT WE HAVE.
UM, BUT SORT OF CHASING TRAVEL DECISION MAKING BEHAVIORS THAN JUST KIND OF DOING WHAT WE USED TO DO IS SORT OF, IS SORT OF THE THINKING ON THIS.
SO WE'RE APPROACHING THAT AS A PILOT RIGHT NOW.
UM, AND WE'RE EXCITED, EXCITED TO SEE HOW THIS CAN GO FOR US.
CAN YOU EXPLAIN THAT A LITTLE BIT MORE? LIKE ADVERTISING? SO IF YOU GO ON CHAT GBT, YOU'RE STARTING TO SEE ADS ON IT RIGHT NOW.
SO YOU START TO SEE IT AND YOU GOTTA PAY FOR IT SOMEHOW.
UM, IT'S JUST SORT OF STARTING I BELIEVE, BUT, UM, ONE OF THE VENDORS THAT DVA IS FAMILIAR WITH IS SORT OF ONE OF THE FEW THAT CAN START DOING IT RIGHT NOW.
SO IT'S GIVEN US A CHANCE TO BE EARLY IN THE MARKETPLACE, IF YOU WILL.
UM, BUT AGAIN, IT'S, YOU KNOW, 10% OF OUR TOTAL SEARCH SPEND, WHICH IS A SMALL PORTION OF THE TOTAL CAMPAIGN SPEND.
UM, AND IF, SORRY IF IT'S A DUMB QUESTION, BUT IF THEY'RE NOT IN, IN YOUR MARKET, IF THEY'RE NOT IN ONE OF THE MARKETS THAT YOU KNOW, WE HAVE, DO YOU JUST NOT EVER DO, DO YOU NOT ADVERTISE TO THEM OR DO YOU HAVE, DO YOU ALSO ADVERTISE TO THEM IF THEY'VE SHOWN SPECIFIC, UM, YOU KNOW, INTEREST IN SEDONA? YOU KNOW, IS THERE A WAY TO, SO OUR CAMPAIGN SPEND IS REALLY LIMITED IN THE MARKETS THAT WE, THAT WE SELECT, BUT THAT'S WHAT I LIKE ABOUT OUR EARNED MEDIA PROGRAMS AND SORT OF OUR TRAVEL TRAVEL TRADE PROGRAMS. SO LIKE FOR EXAMPLE, UM, ADAM AND I ARE WORKING ON AAA EXPLORER PRESS TRIP FOR NEW MEXICO THAT'S GONNA RELEASE, I BELIEVE IN THE JANUARY ISSUE OF THE, THE NEW MEXICO AAA MAGAZINE.
SO EARNED MEDIA IS HOW WE GET OUT IN THOSE OTHER MARKETS.
AND AND THAT'S, AND THAT'S DUE TO JUST, I THINK WHAT YOU'RE SAYING THOUGH IS IF WE'RE NOT IN ONE OF OUR MARKETS, WE PICKED YEAH, WE'LL CHAT BPT YOU A CHAT PICK GET PICKED UP.
WELL, AND ALSO LIKE, LIKE IF SOMEBODY WAS TO BE SEARCHING SPECIFICALLY FOR SEDONA OR NORTHERN ARIZONA, BUT THEY'RE NOT IN ONE OF OUR SPECIFIC MARKETS, BUT THEY'RE, YOU KNOW, A HIGH INTENT OH, FOR, FOR SEARCH.
I MEAN, I, I CAN GET BACK TO YOU WITH A SPECIFIC, MY UNDERSTANDING IS SEARCH IS NOT REALLY LIMITED TO A SPECIFIC GEOGRAPHY.
SO THE ADS CHAT GPT ARE SO LIMITED BY THE BOUNDARIES OF THE AREAS.
WE'VE, I DON'T BELIEVE SO, BUT I CAN GET BACK TO YOU ON THAT.
THAT'S JUST IF YOU'RE AN UNPAID CHAT GBT USER.
I HAVE, I HAVE A QUICK QUESTION.
I HAVE, YOU MAY HAVE TOUCHED THIS BEFORE, I THINK HAVE, HOW MUCH WORK HAVE YOU GUYS DONE TO LOOK INTO CREATING CONTENT THAT WILL BE LOCKED BY AND SERVED UP BY CHAT? THAT'S WHAT I MEAN WHEN WE TALKED ABOUT OUR, THESE PAGES, THE WEBSITE TEMPLATES WERE DESIGNED TO BE PICKED UP BY SCREEN CRAWLERS.
THE NEXT, YOU MEANT THE NEXT SCREEN.
I WENT YEAH, THESE, SO, SO THAT, THAT STUFF WOULD THEN GET, THAT CONTENT WOULD THEN
AND THE WAY WE DESIGNED THOSE PAGES WAS WHAT YOU'RE SAYING.
SO ARE YOU, YOU'RE REMARKETING ADS IN GOOGLE, ARE THOSE LIMITED TO YOUR, YOU KNOW, 'CAUSE THOSE ARE DISPLAY ADS, RIGHT? ARE THOSE LIMITED TO YOUR MARKETS? YES.
OR ANY CREATIVE? YEAH, I, I THINK THAT IS, AND THAT'S, AND THAT'S DUE TO BUDGET.
I, I PERSONALLY THINK THAT WOULD, THAT'S A MISSTEP JUST BECAUSE THOSE PEOPLE ARE HIGH INTENT AND THEY'RE
[01:40:01]
ALREADY, YOU KNOW, KIND OF SHOWING INTEREST VERSUS OTHERS THAT HAVEN'T SHOWN INTEREST OR YEAH.THAT'S, YOU KNOW, THAT'S A REALLY GOOD IDEA IN TERMS OF FOR THE NEXT BUDGET, WHAT WOULD IT COST, UH, ADDED TO THE BUDGET IF WE RETARGETED TO EVERYBODY, WHICH IS HIGH INTENT.
IT'S HIGH INTENT, BUT SO HOW MUCH MONEY ARE WE TALKING ABOUT? IS IT, YOU KNOW, 25,000 IS A HUNDRED THOUSAND AND MAYBE THAT'S WHAT WE ASK FOR, FOR NEXT YEAR'S BUDGET, BECAUSE THAT'S A REAL, THAT'S A REAL OBVIOUS.
I MEAN THAT'S, THEY'RE GRABBING AT THE FRUIT
LET'S GIVE IT TO 'EM AND WHAT, HOW WE'RE SPENDING, HOW MUCH IN MARKET THAT'S TRULY IN MARKET MARKET, 20, 30,000.
THAT'S, THAT'S IN MARKET, RIGHT? THAT'S IN SEDONA.
THAT'S OH, MONEY IN MARKET WOULD BE THE 12,000, BUT THAT IS JUST STRAIGHT SEDONA.
YEAH, WELL THAT'S SEDONA AND PHOENIX.
AND THOSE ARE THE MORE OF THE SUSTAINABILITY ADVERTISING.
I GET THAT PHOENIX MAKES SENSE.
BUT TO DO A LOT HERE WOULD BE KIND OF LIKE, THIS IS, AGAIN, IT'S OUR JOB'S TO GET 'EM HERE.
WELL, AND THEN OUR JOB'S TO EDUCATE THEM TOO.
SO WE STILL HAVE, WE'VE ALWAYS HAD KIND OF A STEWARDSHIP COMPONENT TO IT.
SO WE CREATE STEWARDSHIP ADS, WE HAVE A STEWARDSHIP VIDEO.
AND THAT'S WHAT YOU'RE GETTING WHEN YOU'RE IN MARKET.
JUST KIND OF REINFORCE THOSE MM-HMM
I MEAN, IF WE WERE SHOWING THOSE GOOGLE SEARCH ADS TO EVERYBODY, THEN THAT WOULD POTENTIALLY BE A MISMANAGEMENT BECAUSE WE MAY GET TOO MANY PEOPLE.
IS THAT PART OF THE REASON WHY YOU HAVE CERTAIN MARKETS THAT YOU ARE MARKETING'S THE MARKETS ARE SELECTED DUE TO BUDGET AND HOW WE WANT TO UTILIZE THE BUDGET.
SO I HAVE ONE OTHER QUESTION ON THE AI PIECE.
DESIGNING THOSE SLIDES TO DO THAT, DO YOU HAVE ANY INFORMATION OR ANY PRESENTATION STUFF ON THAT THAT SHOWS HOW THAT'S WALKED OUT TO LIKE A RESULT? THAT'S PRETTY HARD TO JUST, WHAT DO YOU MEAN? WELL, LIKE, IF IT'S SOMETHING UP THERE AND SOMEBODY ASKS CLAUDE OR CHAD G CCB, T LIKE, I WANNA BUILD AN ITINERARY FOR A COUPLE DAYS IN SEDONA.
LIKE, GIVE ME SOME OF THE BEST THINGS TO DO AND THAT'S THEIR PROMPT.
THEN ONCE THEY GET THAT RESPONSE BACK FROM THE PLATFORM, IT'S SOURCING SOME OF THIS STUFF THAT YOU'VE SERVED UP TO TRY TO GIVE IT HOPEFULLY TO SERVE ON IT.
I'M JUST CURIOUS TO SEE HOW THAT, HOW IF THE, IF WHERE YOU'VE GONE THAT GUIDANCE OR WHERE THAT STRUCTURE HAS COME, COME FROM.
NO, WE ARE DEFINITELY WORKING WITH DVA TO UNDERSTAND, LIKE, YOU LOOK AT, LIKE IT'S, IT'S HOW MUCH YOU'RE AN AUTHORITY IN THE RESPONSES.
THERE'S LIKE A WHOLE NEW REPORTING METHOD GETTING CREATED THAT'S BEYOND LIKE GA FOUR FOR GOOGLE.
THAT'S LIKE, WHAT IS YOUR AUTHORIZATION AUTHORITY ESSENTIALLY IN THAT.
SO WE HAVEN'T RUN A REPORT LIKE THAT YET, BUT THAT'S DEFINITELY IN THE WORK.
AND THEN, SO GOOGLE SEARCH 12,690.
JET GPT SEARCH IS A PILOT, IF YOU ALL ARE OKAY WITH IT FOR 1400.
AND THEN, UM, WE STILL HAVE OUR STEWARDSHIP META ADS IN MARKET AT 12,000 FOR A TOTAL OF 1 56 500.
UM, ON THE, WHAT YOU SENT US, IT SAYS, I DIDN'T ADD THIS UP JUST NOW, I JUST NOTICED THAT IT SAYS META ADS IN MARKET AT 12 ON YOUR SCREEN, BUT THEN WHAT YOU HAD SENT US IS THAT 15 OH, IS IT? I EVEN DID THE MATH ON THIS.
I I WILL TRIPLE CHECK THAT AFTER YOU GUYS, BUT OKAY.
I'M JUST CURIOUS BUT YEAH, YEAH.
THE 12, I WAS JUST TRYING TO SAY, DO WE, CAN WE CUT THAT BACK A LITTLE BIT? MOVE MORE TO CHAT.
THAT'S WHAT I WAS REALLY LOOKING AT TO MEET THE META.
JUST TRYING TO FIGURE OUT, I'D SAY I ADDED THIS ONE UP ALTHEA, SO I FEEL LIKE, I FEEL LIKE THIS ONE WORKS, BUT IF YOU WANT TO TRIPLE CHECK ME, I'M DOING THIS.
BUT I THINK THE AI THING IS A HUGE DISCUSSION.
I THINK THAT THAT'S GONNA SHIFT HOW PEOPLE LIKE SHIFTED HOW OH, TOTALLY.
EVERYONE'S PROCESSES IS GOING NOW.
NO, I MEAN I THINK IT'S, IT'S SORT OF THE, I'VE SHARED THIS IN OTHER MEETINGS WHERE THE, THE NICE THING ABOUT HAVING A OFFICE THAT'S THREE YEARS OLD
SO WE'VE HAD, WE'VE SEEN, YOU KNOW, CONTINUED WEBSITE GROWTH, THE MORE WE'VE GONE AS WE'VE ADDED IN NEW LAYERS, UM, YOU KNOW, JUST THE, I THINK THE NATIONAL TREND OR SO IS THAT THOSE DMO WEBSITES THAT RELIED ON GOOGLE SEARCH ORGANIC SEARCH THAT'S NOT PAID FOR, THEY'RE DOWN AT LEAST 20% YEAR OVER YEAR WHEN SOME OF THIS SHIFT HAPPENED.
SO THAT'S WHY WE'RE LOOKING AT, YOU KNOW, DIPPING OUR TOES IN THE CHAT GPT SIDE OF THINGS TO SEE WHAT THAT EVEN DOES.
UM, 'CAUSE THAT'S WHERE PEOPLE ARE LOOKING FOR INFORMATION.
UM, THAT'S WHY WE'VE BUILT NEW WEBSITE TEMPLATES THAT HOPEFULLY ARE BEING SEEN AS
[01:45:01]
AN AUTHORITY AND THE RESPONSES AND REALLY BEING INTENTIONAL ABOUT THAT.AND WHEN, I MEAN, WE, I DON'T MEAN JUST ME AND ROB, WE HIRED MADDEN MEDIA, WHICH NOW MERGED WITH KHAIN.
UM, WE HAD THEM AS A NATIONAL, YOU KNOW, KIND OF CONTENT CREATOR, GIVE US THEIR BEST DIRECTION POSSIBLE ON HOW TO DO THIS.
SO, UM, I'LL BE AT THE, I WAS JUST AT A NATIONAL CONFERENCE TALKING TO PEOPLE ABOUT AI.
I AM GOING TO THE ARIZONA GOVERNOR'S CONFERENCE NEXT WEEK TALKING TO 'EM ABOUT AI.
SO, UM, WE'RE CONSTANTLY TALKING ABOUT IT.
UM, I THINK GIVEN WHERE WE'RE AT, UM, I'M SORT OF SOME OF THE BIGGER, BIGGER THINGS IN AI.
I'M WAITING FOR MY DESTINATION PEERS TO SORT OF TELL ME WHAT WORKS RATHER THAN HAVING US BE THE GUINEA PIGS ON IT.
UM, MY FRIEND AND FORMER COLLEAGUE, KARA FRANKER, IS VISIT FLORIDA KEYS IN KEY WEST.
AND THEY DID A WHOLE WEBSITE THAT WAS COMPLETELY AI FORWARD AND IT'S A MASSIVE INVESTMENT THAT THEY DID.
AND I RAN INTO HER BRIEFLY AT, UH, THE ONE A COUPLE WEEKS AGO.
BUT I'M JUST TRYING TO STAY IN TOUCH WITH THEM TO SAY, HEY, WHAT'S, BECAUSE EVERYBODY'S LIKE, AI, AI, AI, BUT FOR US IT'S LIKE, HEY, HOW DO WE DO THIS THE RIGHT WAY? SO WE ARE DEFINITELY MOVING FORWARD, BUT NOT CAUTIOUSLY, BUT SORT OF LETTING FOLKS WITH BIGGER BUDGETS AND STAFF LEAD, LEAD, LEAD BIGGER FOR US.
IT IS 15 TO GET TO 1 56 5, 1 A 50.
HERE'S THE BEAUTY ABOUT SLIDE DECKS.
WHAT DID WE SPEND LAST YEAR THERE? I SPENT 15 LAST YEAR TOO.
I CAN GET BACK TO YOU ON THAT.
I, LIKE I SAID, I'M ALMOST TRYING TO FIGURE HOW YOU PUT MORE MONEY CHAT.
DO YOU PUT THE THREE WE PUT BACK IN UP THERE AND CHAT? YEAH, I WOULD SAY DVA RECOMMENDED THAT 1400 WOULD BE ENOUGH FOR US ON THAT.
SO I INITIALLY SAID LIKE, SHOULD WE DO IT 70 30? THEY SAID 90 10 WOULD BE ENOUGH FOR THAT.
SO LOOKING AT OUR SEARCH BUDGET.
SO YEAH, I MEAN, THERE AREN'T THAT MANY ADS.
I ASKED CHAT GPT IF ADS ARE BEING SHOWN ON CHAT, GPT
SO CURRENTLY FREE AND GO PLANS MAY SEE ADS THAT ARE RELEVANT.
PRO PLUS ENTERPRISE AND ADS FREE.
FREE PLANS WILL, UH, WITH REDUCED USAGE LIMITS DO NOT SHOW ADS.
SO IT'S ONLY FREE AND GO AND ONLY SOME.
YES, THAT'S WHY I DON'T SEE, YEAH, ASK CAT.
HOW MANY PEOPLE ARE ON FREE THOUGH? YES, PROBABLY ON MOST.
UM, BUT I CAN SEE WHY THEY WOULDN'T THEN RECOMMEND AT THIS POINT TOO MUCH TO JUST TRIAL IT OUT FOR US.
ANY, APPRECIATE THE COMMENTS AS ALWAYS.
ANY OTHER THINGS TO THINK ABOUT FOR US ON THIS? AGAIN, THINK AGAIN.
A BIG ONE IS THE CAMPAIGN CONCEPT, BUT YOU KNOW, WE'VE GOT OUR KIND OF BUDGET LOCKED IN.
WE'VE DOING SIMILAR SPENDING MODELS, BUT STILL PILOTING NEW STUFF AND STICKING WITH OUR WINTER MARKETS IS SORT OF THE PROPOSAL.
WE GOT A LITTLE BIT OF TIME LEFT.
UM, I GUESS I'LL JUST KIND OF SURVEY THE ROOM.
WOULD YOU RATHER SEE A JUNE REPORT OR HAVE ME WALK THROUGH POCKET FIRE IN IMPACTS POCKET RIGHT BACK.
THAT'S, I THINK THE TIME WE HAVE.
AND THEN OBVIOUSLY YOU GUYS LOOK AT ALL THE SLIDES.
UM, SO IF WE GO BACK TO THE, THE CRISIS MANAGEMENT, UM, YOU KNOW, I IS BOTH FRAMEWORKS, RIGHT? I BASICALLY WORKED CITY COUNCIL THROUGH THE FRAMEWORK AND SAID, LOOK, YOU KNOW, HERE'S THE PROPOSAL, THE TRAFFIC LIGHT, BUT LET ME SHOW YOU WHAT WE'RE SEEING IN REAL TIME WITH WHAT HAPPENED.
AND IT WAS, YOU KNOW, A LITTLE BIT LESS THAN A MONTH FROM THE START OF THE FIRE.
SO, UM, WE DON'T TYPICALLY SHOW WEEKLY DATA, UM, BECAUSE IT GETS NORMALIZED AT THE END OF EACH MONTH AND WE REALLY SHOW THE MONTHLY DATA, UM, AS MUCH AS POSSIBLE.
BUT IN THE INSTANCE OF THIS EXERCISE, WE SHOW THE WEEKLY DATA, PART OF IT IS NOT EVERY HOTEL REPORTS WEEKLY.
SO IT'S NOT A FULL DATA SET, BUT IT GIVES US DIRECTIONALLY WHAT'S GOING ON, UM, THAT, YOU KNOW, THAT BOTTOM LEFT SQUARE IS DEMAND AND THEN THE, UH, BIG RECTANGLE THAT'S VERTICAL IS JUNE 19TH.
UM, AND THEN YOU START TO SEE KIND OF DAY ONE, DAY TWO, DAY THREE, DAY FOUR, DAY FIVE, DAY SIX, DAY EIGHT, UM, IT TOOK, YOU KNOW, EIGHT DAYS OR SO TO GET TO WHERE WE STARTED TO SEE A DECLINE IN DEMAND.
I WANNA CAVEAT THAT, UM, FACTORS THAT ARE, WE ARE AWARE OF, BUT NOT TO THE EXTENT OF IS THAT THERE WAS DISPLACEMENT FROM OAK CREEK CANYON THAT THEN BROUGHT ROOM NIGHTS INTO SEDONA.
UM, THERE WAS ALSO EMERGENCY RESPONDERS THAT WERE STAYING AT HOTELS IN SEDONA, WHICH ALSO ACCOUNTS FOR ROOMS BOOKED.
SO, UM, THERE WERE SOME, THIS IS NOT, THERE'S, THERE'S MORE THAN JUST DROPS IN DEMAND HAPPENING HERE.
THERE'S SORT OF AN ARTIFICIAL LIFT BETWEEN DISPLACEMENT AS WELL AS, UM, NON LEISURE BASED OVERNIGHT VISITATION, WHICH IS EMERGENCY RESPONDERS.
UM, BUT WE DID TAKE, IT TOOK ABOUT SEVEN DAYS TO SEE A DROP IN DEMAND.
UM, ADAM BEHIND ME WITH HIS TIME AT LABERGE IDENTIFIED THAT THAT'S ALSO A SEVEN DAY CANCELLATION WINDOW TOO.
UM, WE'RE ALSO LOOKING AT THE FIRE MAYBE NOT BEING AS BIG AS IT BECAME, AND THE SMOKE NOT BEING AS NOTICEABLE
[01:50:01]
AS IT WAS OR THE NARRATIVE HAPPENING, BUT WE STARTED TO SEE THAT DECLINE EIGHT DAYS LATER.UM, THEN YOU GET INTO, UM, BEYOND THAT, AND THEN YOU STARTED TO SEE SOME PRETTY SIGNIFICANT DECLINES OVER WHAT WAS REALLY STARTING ON JULY ONE, WHICH AGAIN IS WHY YOU'RE NOT GONNA SEE A LOT OF IMPACTS IN THE JUNE REPORT.
JUNE WAS ACTUALLY UP, UM, BUT JULY 1ST WE'RE DOWN 13% YEAR OVER YEAR IN DEMAND, 21% YEAR OVER YEAR IN DEMAND, 16% YEAR OVER YEAR IN DEMAND, AND THEN DOWN TO 8.3% YEAR OVER YEAR IN DEMAND FOR A TOTAL OF THE WEEK OF SUN OF THE WEEK OF JUNE 28TH.
WE WERE DOWN PRETTY MUCH 10% IN OVERNIGHT DEMAND.
UM, SO THAT'S REALLY WHERE THE BIGGEST IMPACT WAS.
UM, I'VE GOT JUST SOME NOTES FOR YOU THAT THE WEEK OF JULY 5TH, THE NEXT ONE, WE'VE BEEN DOWN NEGATIVE 2.3% IN DEMAND.
WEEK OF JULY 12TH, WE WERE DOWN 5% WEEK OF JULY 19TH, NEGATIVE 2.3, BUT THE WEEK OF JULY 16TH WE'RE UP 0.1.
SO, UM, IT'S THE FIRST TIME I'VE SEEN IT'S NOT DOWN.
SO HOPEFULLY THAT IS A TREND LINE THAT WE CAN KEEP SEEING.
AND THAT'S, THAT'S THE DEMAND THAT DAY, THAT WEEK.
LIKE, LIKE WHEN YOU SAY DEMAND, YOU TALK ABOUT, SO YEAH, SO EACH COLUMN IS ESSENTIALLY, YOU CAN SEE IT.
UM, I CAN USE MY, UH, I'LL MAKE THIS BIGGER AND GET THIS SCREEN HERE.
SEE IF I CAN MAKE THAT A LITTLE BIGGER FOR YOU ALL.
SO, UM, DEMAND IS THIS, IS THIS NUMBER, THIS IS THE NUMBER OF ROOM NIGHTS THAT DAY.
SO IT IS THE NUMBER OF ROOM NIGHTS BOOKED AT THE HOTELS THAT REPORT FOR THAT SPECIFIC DAY.
SO WHEN WE SEE THAT WE WERE DOWN, YOU KNOW, 21.5% IN DEMAND ON THURSDAY, JULY 2ND, UM, THAT MEANS THAT, YOU KNOW, 1.2, UH, SO 1200 ROOMS IS SUBSTANTIALLY LOWER THAN WE HAD.
UM, JULY 4TH WAS ON A SATURDAY, IT WAS ON A FRIDAY LAST YEAR.
SO IT'S STILL A WEEKEND ESSENTIALLY.
SO SOMETIMES WE SEE ON HOLIDAYS PRETTY BIG VARIANCES BECAUSE THEY SHOW UP IN DIFFERENT TIMES, BUT HERE THEY'RE PRETTY MUCH THE SAME DATE AS TERMS OF THE WEEKEND.
ARE, ARE YOU MATCHING THE TIME, THE DAY OF THE WEEK TOO? UM, I'M NOT, BUT WHAT I'M SHARING IS THAT IT'S JUST A DAY OFF, ESSENTIALLY.
UM, YEAH, I WAS JUST WONDERING, SO FRIDAY LAST YEAR WHEN YOU'RE COMPARING, SO FRIDAY LAST YEAR ON JULY, YEAH.
FOURTH, BUT WE'RE WE'RE 16% OFF OF WHAT WE WERE A YEAR AGO.
BUT THE, THIS WEEK OF JULY 4TH, THIS IS THIS NUMBER, RENEE, WE'RE DOWN 10% FOR THE WEEK.
AND THAT'S REALLY WHAT I WOULD LOOK AT, RIGHT? BECAUSE YOU DO SEE SOME ANOMALIES BETWEEN DAYS, BUT YOU'RE LOOKING AT THIS WEEK AND THEN REALLY WHAT I MEAN IS WE TYPICALLY REPORT BY MONTH, BUT WHAT WE'RE SEEING IS A WEEKLY DECLINE.
AT WHAT I WANNA SEE IS LIKE THE, WHAT'S GONNA, YOU KNOW, HAPPEN IN THE FUTURE, LIKE OUR PEOPLE, LIKE YOU WERE TALKING ABOUT EARLIER, THAT THE PERCEPTION AND YEP.
AND THAT'S, THAT'S WHAT WE WOULD LOOK AT BOOKING PACE.
SO SMITH, THIS IS JUST THE SMITH TRAVEL RESEARCH HOTEL DEMAND THAT WE GET.
UM, THIS COMES LIKE TWO OR THREE WEEKS AFTER.
UM, AND THEN THE MONTHLY REPORT COMES ABOUT FOUR WEEKS AFTER.
SO, UM, BUT ESSENTIALLY BETWEEN JUNE 19TH AND JULY 4TH, WE WERE DOWN, SORRY, JUNE 28TH AND JULY 4TH, WE WERE DOWN 10% IN DEMAND.
I THEN LOOKED AT JUNE 19TH TO JULY 13TH IN SHORT TERM RENTAL DATA.
AGAIN, THERE'S 16% OF THOSE LISTINGS ARE DUPLICATED.
SO, UM, IT'S ARTIFICIALLY LIFTED, BUT EVEN WHEN WE ARTIFICIALLY LIFT THE GUEST NIGHTS, IT'S STILL NEGATIVE FOUR.
SO THAT MET THE THRESHOLD OF MORE THAN 3% DROP IN DEMAND.
BUT AGAIN, THAT THRESHOLD OF 3% IS MORE FOR HOTEL NIGHTS.
THIS IS AGAIN, A REFERENCE POINT THAT WE HAVE ACCESS TO.
UM, THIS ONE WAS, I THINK THE MOST ENLIGHTENING FOR ME AS I WENT THROUGH THIS EXERCISE WAS LOOKING AT VEHICLE VOLUME.
SO 89 A SOUTH IS FROM THE TROUT FARM TO THE Y 1 79.
NORTH IS FROM, I THINK IT'S BACK OR BEYOND, I THINK IS WHEN IT COMES.
I FIGURE EXACTLY WHERE THE LINE IS, BUT IT'S, IT'S COMING UP FROM THE VILLAGE AND THEN 89 A OR 89 A NORTH IS ACTUALLY GOING EAST ON 89 A DOWN COOKS HILL AND THEN UP THROUGH UPTOWN.
UM, SO, UH, THE CLOSURE HAPPENED IN OAK CREEK CANAAN ON THE 20TH.
SO YOU SAW SIGNIFICANT REDUCTIONS IN VEHICLE VOLUME YEAR OVER YEAR, BUT YOU DIDN'T SEE THEM DROP.
'CAUSE THERE WAS THROUGH TRAFFIC AND THERE WAS STILL EMERGENCY RESPONDERS GOING UP THERE.
BUT BETWEEN JUNE 19TH AND JUNE 30TH, THERE WAS A 50% REDUCTION IN VEHICLE VOLUME ON 89 A SOUTH.
UM, WE DID SEE A 7% INCREASE ON VILLAGE OF OAK CREEK UP TO SEDONA.
BUT THAT'S BECAUSE THAT'S THE WAY INTO TOWN AT THAT POINT FROM, FROM THE NORTH IF YOU CAME DOWN FROM FLAGSTAFF.
UM, AND THEN WHAT WE SAW WAS WE WERE 5% DOWN IN VEHICLE VOLUME, UM, ON THE COOKS HILL AREA GOING, GOING NORTH, TECHNICALLY EAST.
[01:55:01]
UM, BUT WHAT WE SAW WAS A DROP IN 12, 12% DROP IN VEHICLE VOLUME, UM, THROUGH THE ADOT TRAFFIC THROUGH JUNE 19TH TO JUNE 30TH.IS THERE, IS THERE A COUNTER IN THE ROAD OR, UH, CAMERA AT THE DAY? IT'S, IT'S NOT A CAMERA, IT'S A COUNTER
WHAT WAS AN ICU? THAT WAS AN AVATAR.
UM, AND THEN WE ALSO, IN PARTNERSHIP WITH FOLKS LIKE DAVID TO MY LEFT, UM, WE GOT A SEDONA TOURISM BUSINESS PERFORMANCE AND OUTLOOK SURVEY DONE THAT ASKED SOME SPECIFIC QUESTIONS ABOUT THE POCKET FIRE, UM, AND ALSO JUST OTHER QUESTIONS.
SO WE GOT, UH, 56 CITY SUNON BUSINESSES.
I GUESS I SHOULD ALSO THANK, UM, WENDY WITH TILL, BETSY WITH HILLSIDE, JESSE WITH THE SEDONA CENTER.
UM, AND ALSO AGAIN, DAVID WE'RE JUST HUGE HELP WITH US GETTING THAT SURVEY AND ALSO DEBORAH WITH THE LODGING COUNCIL.
SO WE REALLY UTILIZE OUR LOCAL LEADERS TO HELP SPREAD THE WORD ABOUT THESE THINGS.
UM, SO 56 RESPONSES, WHICH IS AGAIN, MORE THAN DOUBLE THAN WE'VE GOTTEN ON PREVIOUS SURVEYS.
UM, YOU KNOW, HERE'S JUST A, HOW DOES YOUR ESTIMATED PROFIT YEAR TO DATE COMPARE TO THE SAME TIME PERIOD? UM, YOU KNOW, THIS WAS, YOU KNOW, FROM JAN ONE TILL WE ASKED THE SURVEY SORT OF EARLY JULY, SO SORT OF A MIXED BAG.
BUT WHAT WE TYPICALLY SEE IS, YOU KNOW, SOME OF THEM HAVE INCREASED, SOME OF THEM ARE NO SIGNIFICANT CHANGE.
SO, YOU KNOW, LEADING UP TO THE POCKET FIRE PEOPLE WERE, I THINK RESPONDING NORMALLY.
UM, BUT THEN WE STARTED ASKING THAT, WE ASKED RETAIL ATTRACTIONS AND RESTAURANTS HOW, UH, FOOT TRAFFIC HAD GONE DOWN.
UM, THREE QUARTERS SAID SIGNIFICANTLY DIS DECREASED IN OPEN COMMENT.
IT WAS, THEY WERE SAYING, THIS ISN'T ABOUT THE FOOT TRAFFIC.
WE'RE DOWN 30 TO 40% IN REVENUE.
WERE SOME OF THE COMMENTS THAT I WAS GETTING IN THERE.
UM, HOW CONFIDENT ARE YOU IN YOUR BUSINESSES, UM, FINANCIAL STABILITY THROUGH THE END OF 2026? UM, YOU KNOW, IT WAS VERY CONFIDENT, SOMEWHAT CONFIDENT, NEUTRAL, SOMEWHAT CONCERNED, VERY CONCERNED.
UM, WE'VE ASKED THIS SURVEY MOST RECENTLY, I BELIEVE IT WAS IN FEBRUARY.
UM, AND YEAH, SO THIS IS JULY 26TH.
WE ASKED THIS, THE JUXTAPOSITION FROM FEBRUARY WAS PEOPLE WERE MUCH MORE CONFIDENT IN FEBRUARY.
SO YOU CAN JUST SEE THOSE TWO KIND OF ON VERY CONFIDENT, SOMEWHAT CONFIDENT IS ABOUT, YOU KNOW, 75% WHERE THAT DROPS TO MORE LIKE 50% IN THE JULY SURVEY.
SO THAT WAS WHAT WE PRESENTED TO COUNCIL.
UM, AS PART OF OUR PRESENTATION OF KIND OF GOING THROUGH THE, UM, METRIC AND THEN WE GOT THREE MINUTES.
I WANT YOU TO GET YOU GUYS OUTTA HERE ON TIME.
[6. FUTURE MEETING DATE]
THE NEXT STEPS.UH, OUR NEXT TAB MEETING IS WEDNESDAY, SEPTEMBER TWO.
JUST WANNA MAKE SURE YOU'RE AWARE OF THE, UM, TAB MEETING DATES.
I ALSO WANNA MENTION, I THINK I'VE, I'VE HEARD FROM A FEW TAB MEMBERS THAT, YOU KNOW, THE AGENDA COMES OUT AND THEY WANT TO HEAR OTHER THINGS THAN WHAT'S ON THE AGENDA.
UM, YOU KNOW, WE ARE PUBLIC MEETINGS, SO WE HAVE TO STICK TO THE AGENDA BECAUSE IF PEOPLE SEE THE AGENDA POSTED, UM, THEY COME OR THEY DON'T COME DEPENDING ON WHAT THE TOPICS ARE.
BUT WE ALWAYS WELCOME TAB INPUT ON THE AGENDA.
AND I THINK IF YOU CAN SEND THAT TO, UH, THE CHAIR, THE VICE CHAIR AND ME WHEN WE MEET TO SORT OF GET THE AGENDA UP, WE'RE HAPPY TO CONSIDER OTHER ITEMS. BUT, UM, WE DO NEED TO STICK TO THE AGENDAS THAT WE GET PUBLISHED DUE TO PUBLIC RECORDS LAW.
WE HAVE THAT OUT THE WEEK BEFORE.
SO WE'LL NEED IT LIKE 10 DAYS BEFORE.
OR WHENEVER, YOU KNOW, DON'T NEED TO WAIT IF YOU HAVE, IF YOU SOMETHING THAT YOU SAY DON'T NEED.
AND THAT GETS US IN KIND OF THE QUEUE.
AND I WOULD SAY THAT, UM, YOU KNOW, THE SEPTEMBER, SEPTEMBER TWO MEETING, UM, JUST TO KINDA LOOK INTO THE FUTURE, IT'S GONNA BE WINTER CAMPAIGN UPDATE ON YOU, MAYBE GIVING YOU AN IDEA ABOUT WHERE WE LANDED ON THE CONCEPT.
UM, IT'S GONNA BE GIVING YOU THE HIGH NET WORTH CAMPAIGN STRATEGY THAT WILL ALREADY HAVE SUBMITTED TO COUNCIL, BUT GIVE US A CHANCE TO, TO GET YOUR INPUT ON IT.
UM, AND THEN REALLY SETTING THE STAGE FOR THE SEDONA TOURISM PLAN 20 26, 20 30.
AS A REMINDER, I KNOW YOU'VE SAID THIS A LOT, BUT, UM, THE FUTURE OF TOURISM AND COMMUNITY, THE FUTURE OF TOURISM AND THE SEDONA EXPERIENCE COMMUNITY INPUT SESSION.
UM, YOU KNOW, THOSE WERE DIRECTED BY COUNCIL FOR US TO GATHER INPUT AND SHARE IT WITH THEM.
AND WE WENT ABOVE AND BEYOND AND SAID THAT'S GONNA ALSO BE A PART OF OUR SEDONA TOURISM PLAN.
SO THAT THOSE FINDINGS ARE BEING INTEGRATED INTO THAT PLAN.
UM, WE ARE PLANNING TO, IT'S A LOT OF PLANS, BUT WE ARE PLANNING TO HAVE A JOINT SESSION WITH THE TOURISM ADVISORY BOARD AND CITY COUNCIL IN OCTOBER WHERE WE'RE GONNA BE PRESENTING THE FINDINGS FROM THE INPUT SESSION, WHICH WAS THE SPECIFIC ACTS OF CITY COUNCIL.
UM, SO WE'RE, WE'RE DELIVERING ON THAT.
BUT THEN ALSO AFTERWARDS WE'LL BE PRESENTING OUR TOURISM PLAN FOR ESSENTIALLY, YOU KNOW, ADOPTION, WHICH WILL BE THE TOURISM PLAN FOR THE NEXT FOUR YEARS.
JUST TO CLARIFY WITH FOLKS, UM, THAT'S THE PLAN QUESTION ON THAT.
SO IN OCTOBER, AND WE DON'T HAVE AN OCTOBER MEETING, SO DO YOU HAVE ANY, UM, YOU KNOW, GUIDANCE FOR THOSE THAT NEED TO PLAN AHEAD MORE WHEN,
[02:00:01]
UM, YEAH, I WILL, I WILL SEND THAT OUT TO YOU ALL.UM, WE NEED TO, I THINK IT'S GONNA BE THE, I THINK WE'RE LOOKING AT THE FOURTH TUESDAY IN OCTOBER.
UM, 'CAUSE IT WOULD BE THE SECOND MEETING IN OCTOBER FOR THE COUNCIL.
UM, WE HAVEN'T SUBMITTED THE TRANSMITTAL YET, BUT I THINK THAT'S THE CURRENT PLAN RIGHT NOW.
UM, I'M KIND OF FOCUSED ON SEPTEMBER 8TH TO BE HONEST WITH YOU,
I JUST MEAN, YOU KNOW, FOR THIS GROUP I KNOW THAT SOME REALLY NEED TO KNOW THAT.
SO I'D SAY IF YOU WANT TO TENTATIVELY LOOK AT THAT FOURTH TUESDAY IN OCTOBER, UM, WITH THE CAVEAT THAT, YOU KNOW, I DON'T THINK THERE'S ANY EXPECTATION THAT ALL 11 OF YOU ARE THERE.
IS THAT WHAT YOU GUYS ARE THINKING? YEP.
UM, BUT YOU KNOW, AS LONG AS WE CAN HAVE REPRESENTATION FROM THE TAB AT THAT MEETING SPECIFICALLY, THOSE THAT CAN REPRESENT THE INPUT SESSIONS THAT WE HAD FOR SURE WOULD BE KIND OF THE 20.
JOHN, I'LL, I'LL, I'LL HAND IT BACK TO YOU.
ANYBODY GOT ANYTHING ELSE FOR THE GROUP? YOU GO AHEAD AND CLOSE THE SESSION.