* This transcript was created by voice-to-text technology. The transcript has not been edited for errors or omissions, it is for reference only and is not the official minutes of the meeting. WE READY? YEP. [00:00:01] OKAY. WE'LL CALL THIS MEETING TO ORDER. IF EVERYONE COULD PLEASE STAND FOR THE PLEDGE OF ALLEGIANCE. I PLEDGE ALLEGIANCE TO THE FLAG OF THE UNITED STATES OF AMERICA, AND TO THE REPUBLIC FOR WHICH IT STANDS, ONE NATION UNDER A INDIVISIBLE WITH LIBERTY AND JUSTICE FOR ALL. FOR ALL. DO YOU WANT ME TO? YEAH. YEAH. AND, UH, ROLL CALL CHAIR. JOHN FITZGIBBONS. VICE CHAIR ALTHEA JOHNSON. HERE. ALICIA HANSON. PRESENT. BRETT LATT. HERE. FRANCIS REMER. HERE. GREGORY STEIN. HERE. JU. UH, JULIE RICHARD HERE. LARS MG. LINDSEY. HAMMERSMITH. RENEE TAYLOR. ROBERT PKE. [2. ANNOUNCEMENTS AND SUMMARY OF CURRENT EVENTS BY BOARD MEMBERS AND STAFF] OKAY. UH, ANY ANNOUNCEMENTS FROM THE BOARD MEMBERS? ALL RIGHT. ON TO STAFF . OKAY, GREAT. WE HAVE LIKE NORMAL NOW. QUITE A FEW ANNOUNCEMENTS FOR YOU. THE FIRST ONE, UM, WE ARE DOING OUR ANNUAL VOLUNTEER APPRECIATION BRUNCH, UH, NEXT THURSDAY, SEPTEMBER 10TH FROM NINE TO 11:00 AM IT IS IN THE CABIN IN UPTOWN AT TWO 60 VAN DEEN ROAD. UM, YOU WERE ALL CORDIALLY INVITED TO ATTEND AS VOLUNTEERS. WE'D LOVE TO SEE YOU THERE. STRONGLY ENCOURAGED. STRONGLY ENCOURAGED. WHAT, WHAT WAS THE DATE AGAIN? SEPTEMBER 10TH. THURSDAY. YES. MY EYES, THEY WORK NINE TO 11. THAT'S THE ONE THAT'S BEHIND THE COWBOY COLLABORATE. YES. YEAH. SO COME, WE, WE SERVE YOU RATHER THAN YOU ALL DOING THE VOLUNTEERING. UM, IT'S OUR ONE TIME OF THE YEAR WHERE WE GET TO DO SOMETHING SMALL IN APPRECIATION FOR ALL OF YOU. SO THANK YOU. AND OBVIOUSLY IT'S MORE THAN JUST TABS INVITED. IT'S ALL THE VOLUNTEERS FOR, FOR THE CITY. COOL. UM, BIG, BIG MILESTONE FOR US. UM, BIG THANKS TO ROB, WHO'S DILIGENTLY WORKING AT, AT HIS DESK RIGHT NOW. BUT, UM, YOU'VE HEARD US TALK A LOT ABOUT OUR EXPERIENTIAL LANDING PAGES. WE'VE KIND OF SLOWLY BEEN ROLLING THEM OUT OVER TIME. OBVIOUSLY HIKING AND GETTING AROUND. WERE TWO OF THE MANAGEMENT FOCUSED ONES. WE GOT PUBLISHED LAST SPRING OF, I GUESS, WELL SPRING OF 25. AND THEN, UM, WE WERE ABLE TO GET WINE TASTING AND WELLNESS AND SP SPIRITUALITY PUBLISHED KIND OF AT THE START OF 26. BUT WE DID GET OUR ARTS AND CULTURE AND STARGAZING PAGES UP, UM, LAST WEEK BASICALLY. SO REALLY EXCITED TO HAVE THOSE, THOSE UP AND LIVE. UM, AND THEY REALLY BECOME KIND OF THE DESTINATION WHERE ADVERTISEMENTS CAN GO WHEN THEY'RE FOCUSED ON CERTAIN TOPICS. UM, SO IF WE'RE KIND OF PROMOTING GALLERIES AND RETAIL, WE CAN THEN HAVE THEM LAND ON AN EXPERIENCE THAT EDUCATES THEM MORE ABOUT ARTS AND CULTURE. UM, FOR ALL THESE PAGES, WE INTERVIEWED, UH, LOCAL COMMUNITY MEMBERS TO KIND OF GATHER THEIR INPUTS SO IT'S NOT JUST WRITTEN BY OUR TEAM. MANY OF THESE WE WROTE IN PARTNERSHIP WITH AN AGENCY CALLED MADDEN MEDIA. AND AS YOU MAY RECALL, WE DID WORK WITH THEM TO REALLY BUILD THESE AS AI FORWARD LANDING PAGES USING SCHEMA, USING KIND OF CERTAIN TYPES OF STRUCTURES USING FAQS, UM, AND ALSO USING AUTHORITATIVE LOCAL VOICES. SO EXCITED TO HAVE THESE'S DONE. WE'VE GOT A COUPLE MORE IN THE LARGER WORK PLAN, BUT THESE ARE THE SIX THAT WE'VE BEEN TRYING TO GET LIVE. AND IN REFERENCE TO OUR CONVERSATION LAST MONTH ABOUT THAT CONCEPT NUMBER THREE, UM, THAT WE'RE EXPLORING FOR A FUTURE CAMPAIGN, UM, AND HAVING THOSE SORT OF EXPERIENTIAL ADVERTISEMENTS RATHER THAN DESTINATION ADVERTISEMENTS. THESE BECOME LANDING PAGES FOR THOSE. GREAT, UM, OUR TEAM, I GUESS ME, UH, RECENTLY ATTENDED SOME PROFESSIONAL DEVELOPMENT CONFERENCES OVER THE SUMMER. UM, I WAS ABLE TO ATTEND THE DESTINATIONS INTERNATIONAL ANNUAL CONVENTION, UH, DESTINATIONS INTERNATIONAL, SORT OF AN, UH, NA, IT'S NATIONAL PLUS, I THINK CANADA, IT'S LIKE NORTH AMERICA, BUT IT'S MOSTLY, IT'S MOSTLY US. UM, AND IT'S FOCUSED ON JURISDICTIONAL DESTINATION MARKETING AND MANAGEMENT ORGANIZATIONS. UM, IN MY PREVIOUS CAREER, I, I WOULD ATTEND ESTO EVERY YEAR, WHICH IS A US TRAVEL SHOW, AND THAT'S MORE FOR MEETING WITH YOUR STATE TOURISM PARTNERS. UM, THIS IS A GREAT WAY TO MEET WITH JURISDICTIONAL DESTINATION PARTNERS. UM, LOTS OF CONVERSATIONS AROUND CRISIS COMMUNICATIONS WITH MY PEERS AT THIS ONE, AS YOU CAN WELL IMAGINE, ESPECIALLY GIVEN THAT THE POCKET FIRE WAS UNDERWAY, BUT A GREAT TIME FOR US TO PRESENT WHAT WE'RE DOING TO OUR INDUSTRY PARTNERS AND TO ALSO LEARN FROM THEM. AND THEN I WAS ABLE TO ATTEND THE ARIZONA GOVERNOR'S CONFERENCE ON TOURISM LAST MONTH AND HANG OUT WITH A LOT OF OUR DESTINATION PEERS DOWN IN ARIZONA AND LEARN MORE ABOUT WHAT THE ARIZONA OFFICE OF TOURISM, A-K-A-A-O T'S BEEN UP TOO. UM, I'LL SHARE A LITTLE BIT ABOUT SOME OF THE FAMS AND PRESS TRIPS WE DID LAST YEAR, BUT, UM, ONE OF OUR GOALS, I WOULD SAY FOR THIS YEAR IS TO START DOING MORE OF THOSE IN [00:05:01] PARTNERSHIP WITH ARIZONA DESTINATIONS DIRECTLY. SO REALLY BUILDING STRONGER RELATIONSHIPS WITH PLACES LIKE DISCOVER FLAGSTAFF, EXPERIENCE SCOTTSDALE VISIT PHOENIX IN PARTICULAR. UM, AND THOSE ARE GREAT OPPORTUNITIES TO JUST CONTINUE TO BUILD RELATIONSHIP WITH THEM, FIND OPPORTUNITIES FOR ALIGNMENT. UM, I'M GONNA DO A LITTLE BIT OF AN FY 26 RECAP FOR YOU. WE'RE SORT OF IN REPORTING LAST YEAR MODE RIGHT NOW. SO, UM, I DID ATTEND SEVEN INDUSTRY TRADE SHOWS AND SALES MISSIONS TO MEET WITH 259 INDUSTRY PROFESSIONALS AND FY 26. UM, JUST, YOU'VE SEEN THIS BEFORE, BUT JUST TO RECAP IT, UM, WE DID ATTEND AAA TRAVEL ADVISOR SHOW IN PHOENIX IN DECEMBER OF 25. A MEDIA SHOW IN NEW YORK CITY IN JANUARY, MEETING PLANNER SHOW IN PHOENIX IN FEBRUARY. DID ATTEND THE A OT SALES AND MEDIA MISSION WITH OTHER AZ DESTINATIONS IN FEBRUARY. UM, WENT TO THE GO WEST SUMMIT IN APRIL. HELMS, BRISCOE ANNUAL, SORRY, GO WEST IS FOR TRAVEL, TRADE, UM, HELMS, BRISCOE'S MEETING PLANNERS. AND THEN IP W'S, THE BIG TRAVEL ADVISOR SHOW. UM, THAT WAS IN MAY. LOOKING BACK ON FY 26, UH, WE DID 49 FAMILIARIZATION FAM TOURS AND PRESS TRIPS FOR A TOTAL OF 241 GUESTS. UM, IN SOME WAYS THIS IS OBVIOUSLY DESIGNED TO GET THEM TO LEARN MORE ABOUT SEDONA, BUILD OUR PRESENCE IN THEIR TOUR PACKAGES OR GARNERED EARNED MEDIA COVERAGE. BUT A BIG PIECE OF THIS IS GETTING A CHANCE TO EDUCATE THEM ABOUT HOW WE WANT OUR DESTINATION PRESENTED AND CONSUMED. IE EDUCATING THEM ABOUT THINGS LIKE THE SHUTTLE OF REASONS TO STAY ON TRAIL, UM, HOW TO BE RESPONSIBLE VISITORS. UH, WE ALREADY HAVE 12 OF THESE SCHEDULED FOR 81. EITHER WE'VE COMPLETED OR SCHEDULED 12 SO FAR FOR FY 27 FOR, UH, 81 GUESTS. A COUPLE HIGHLIGHTS, AND AGAIN, THIS IS SORT OF THE GREATEST HITS FROM LAST YEAR. UM, WE DID DO THE, UH, WE DID A JAPANESE AND THEN A TAIWANESE PRESS TRIP THAT WAS IN SUPPORT OF THE NEW TAIPEI TO PHOENIX FLIGHTS THAT ARE COMING ONLINE OR THAT HAVE CAME ONLINE FROM CHINA AIRLINES AND SLU. UH, WE DID DO TWO PRETTY GREAT PRINT MAGAZINE SPREADS WITH PURE LUXURY, IF YOU REMEMBER THIS. IT'S A CHINESE LANGUAGE, UM, CANADIAN PUBLICATION WITH DISTRIBUTION ALSO IN TAIWAN ON DEFINITELY THE HIGHER END SIDE OF IT. AND THEN WE ALSO WORKED WITH AMTE ON A COWBOYS AND INDIANS, UH, SPREAD, UH, THAT GOT PUBLISHED IN JUNE ACTUALLY. AND THEN WORKING WITH A OT, WE GOTTA BRING GROUPS OF TRAVEL ADVISORS FROM OUR BIG PRIORITY OF WESTERN EUROPE, FROM PLACES LIKE SWITZERLAND, UK, IRELAND, FRANCE, AND GERMANY. UM, ON THE LEFT IS THE COWBOYS AND INDIANS. UM, FRONT COVER, IT WAS LIKE A SIX PAGE SPREAD WAS I THINK WAS WHAT I ENDED UP AT. UM, TOP RIGHT IS A GENTLEMAN NAMED ERIC LEE FROM THE TAIWAN TRIP. UH, THERE'S A PRETTY FUNNY HOUR LONG VIDEO, UH, THAT'S ON A TAIWANESE LIKE NEWS TALK SHOW THAT TWO OF THE ATTENDEES WERE TWO OF THE FOUR. UM, SO A NICE WAY TO SEE SEDONA PRESENTED IN IN THAT FORUM. UM, AND THEY'VE BEEN DOING A LOT OF CONTENT EVER SINCE THEN. SO JUST NICE TO SEE SEDONA PRESENTED IN THIS FORMAT. AND THEN AT THE BOTTOM IS, UM, AGAIN, OUR COLLEAGUE ROB WITH THE FOLKS FROM THE UK AND IRELAND FAN THAT WE DID IN APRIL. UM, ONE THING I'M EXCITED TO SHARE WITH YOU, IT'S OUR FIRST EARNED MEDIA REPORT. SO OBVIOUSLY WE'VE BEEN DOING, UM, PR THE ENTIRE TIME, BUT NOW THAT WE'VE GOT ADAM ON BOARD AND WE HAVE OUR MUCKRACK ACCOUNT AND MUCKRACK AS A PR PERFORMANCE PLATFORM, UH, WE DECIDED WE'D SHARE WITH YOU OUR FIRST PR REPORT. UM, I WILL JUST SHARE THAT, YOU KNOW, WHEN I LOOK AT LAST FISCAL YEAR, UM, I DO FEEL LIKE IT WAS AROUND JANUARY, FEBRUARY THAT I THINK WE FINALLY KIND OF GOT THE DMO FULLY OPERATIONAL. UM, SO THAT'S SORT OF JUST SOME, SOME CONTEXT THAT I'LL SHARE WITH YOU. SO MUCH WORK WENT INTO DEVELOPING STANDARDS OF KIND OF OPERATION AND GETTING THE RIGHT PEOPLE IN THE RIGHT POSITIONS. AND I DO THINK WE SORT OF STARTED TO FLY WITH OUR OWN WINGS, UH, PROBABLY EARLY, EARLIER IN 26. UM, SO WHAT I'M ABOUT TO SHOW YOU IS WE WORKED WITH A STRATEGY TEAM TO DEFINE A PROCESS, UM, WHICH IS OBVIOUSLY DOCUMENT ALL THE COVERAGE THAT'S EARNED. SO IT'S NOT ALL THE COVERAGE ABOUT SEDONA. UH, WE ALSO DO THAT THROUGH MEDIA MONITORING. WE'RE LOOKING AT COVERAGE, WHICH IS THINGS THAT RESULTED FROM PRESS TRIPS OR TIME THAT OUR TEAM SPENT PROVIDING BACKGROUND TO MEDIA. UM, THERE'S SOMETHING IN THE INDUSTRY CALLED ADVERTISING VALUE EQUIVALENT, A VE. UM, THE BEST WAY TO THINK ABOUT THIS, IF YOU DON'T, IF YOU AREN'T AWARE, IS IF YOU WANTED TO GET, YOU KNOW, UM, IF YOU ENDED UP GETTING A FOUR PAGE SPREAD IN A PRINT MAGAZINE, WHAT WOULD FOUR FULL PAGE ADS COST IN IN IN THAT MAGAZINE? AND THAT'S ESSENTIALLY WHAT THE ADVERTISING VALUE EQUIVALENT IS. IT'S A LITTLE MORE OPAQUE WITH DIGITAL, WHICH IS WHY WE LET MUCKRACK TELL US WHAT THE A VE IS. UM, BUT WE ALSO KNOW THAT THOSE NUMBERS LOOK RATHER INFLATED AT TIMES. UM, SO WE WORKED WITH OUR STRATEGY CONSULTANT TO KIND OF LOOK AT OTHER METHODOLOGIES THAT WERE OUT THERE. UM, AND ODDLY ENOUGH WHAT WE CAME TO WAS CALLED REAL ADVERTISING VALUE EQUIVALENT. AND IT ENDS UP BEING ABOUT 10% OF WHAT A VE WAS. AND WE KEPT KIND OF COMING BACK TO THAT NUMBER OVER AND OVER AGAIN THROUGH THE DIFFERENT METHODOLOGIES WE WERE LOOKING AT. SO THAT'S WHAT I THINK WE'RE MORE COMFORTABLE SAYING IS THE VALUE OF WHAT WE WERE DOING. BUT WHAT [00:10:01] WE'RE GONNA SHOW YOU BOTH 'CAUSE ONE'S KIND OF THE INDUSTRY STANDARD AND ONE'S THE ONE THAT WE FEEL MORE COMFORTABLE WITH. AND THEN WE'RE GONNA TEASE SOMETHING THAT'S REALLY IN ADAM'S WORK PLAN THIS FISCAL YEAR, WHICH IS THE BARCELONA PRINCIPLES, WHICH IS LOOKING BEYOND THE QUANTITATIVE VALUE OF ADVERTISING AND LOOKING MORE AT THE QUALITATIVE. UM, AND I WILL SAY THAT RIGHT NOW THIS IS LIMITED TO DIGITAL COVERAGE. 'CAUSE UNFORTUNATELY, PURE LUXURY AND COWBOYS AND INDIANS ARE NOT IN THIS REPORT BECAUSE THEY WERE PRINT PRINT PIECES AND NOT DIGITAL PIECES, BUT WE GENERATED 17 UNIQUE DIGITAL ARTICLES IN FY 26. THIS RESULTED IN 1.7 MILLION IN A VE, BUT WE FEEL MORE COMFORTABLE SAYING THAT IT WAS CLOSER TO 167,000 IN REAL ADVERTISING VALUE, EQUIVALENT HIGH PERFORMING ARTICLES FOR US INCLUDED THE 36 HOURS IN NEW YORK TIMES ARTICLE THAT WE WORKED ON. AND THEN ALSO THE SAN DIEGO MAGAZINE ARTICLE JUST PAUSING ON SAN DIEGO MAGAZINE. THE, THE A VE FOR THAT WAS 1300, BUT WHEN I DO THE MATH ON WHAT A FOUR PAGE SPREAD WOULD COST, IT'S CLOSER TO 30,000 AND WE GOT A FRONT COVER. SO JUST KNOW THAT, YOU KNOW, THAT ARTICLE WAS A LOT MORE, WAS HIGHER PERFORMING THAN IT WAS IN PRINT THAN IN DIGITAL. BUT THAT'S NOT SHOWING UP HERE IN THE REPORT. UM, WE'RE LOOKING AT WAYS TO KIND OF ADD IN PRINT. UM, BUT THIS IS KIND OF AGAIN, OUR, OUR FIRST OUR FIRST REPORT THAT WE'RE PULLING TOGETHER. CONGRATS. THAT'S GREAT. YEAH. THANKS ANDREW. CAN I, CAN I GET A CLARIFICATION ON THAT? UM, SO YOU'RE TALKING ABOUT THIS IS THE VALUE OF WHAT THESE ADS SHOULD HAVE BEEN AND THIS IS WHAT WE ACTUALLY PAID. IS THAT WHAT YOU'RE LOOKING AT? IF WE HAD PAID FOR AD SPACE IN THAT PUBLICATION FOR THE, UH, SIZE OF COVERAGE WE GOT, THAT'S WHAT IT WOULD'VE COST. RIGHT. AND DO WE HAVE, I PRESUME YOU'RE GONNA SHOW US A COMPARISON OF WHAT WE ACTUALLY SPENT, OR AT THAT POINT WE DIDN'T. IT WAS EARNED. THESE ARE ALL PRESS TRIPS OR GIVING BACKGROUNDS. SO IT'S JUST STAFF TIME, UM, STAFF TIME, UM, WORKING WITH THOSE WRITERS TO MAKE SURE THAT, YOU KNOW, THEY HAVE THE INFORMATION THAT THEY NEED, BUT WE DIDN'T PAY ANYTHING FOR. SO IT'S VALUE FOR EFFORT. YEAH, EXACTLY. DID YOU REACH OUT TO THEM OR DID THEY REACH OUT TO YOU WANTING TO DO THE STORY? UM, WE ARE VERY REACTIVE CURRENTLY, UM, WITH ADAM ON BOARD. WE'RE GONNA START BEING MORE PROACTIVE, BUT THIS IS ALL REACTIVE OUTCOMES OR STUFF THAT'S DONE IN PARTNERSHIP WITH OUR STATE TOURISM OFFICE. YEP. GREAT JOB. OR ALSO DONE WITH OTHER, UM, PARTNERS LIKE, UM, AT LEAST COWBOYS AND INDIANS CAME FROM AMTE AS I MENTIONED. SO SOMETIMES WE'RE PARTNERING WITH OTHER, WITH OTHER, WITH OTHER FOLKS. OKAY. UM, AND THEN JUST TO EXPLAIN, SO THEN ON THE LEFT IS THE 36 HOURS ON THE RIGHT IS THE DIGITAL VERSION OF THE SAN DIEGO MAGAZINE, BUT I WANNA, FIRSTLY I'M GONNA TALK THROUGH THE BARCELONA PRINCIPLES AND I'LL SHARE WITH YOU HOW THOSE TWO ARTICLES PERFORMED WITHIN IT. UM, SO BARCELONA PRINCIPLES ARE AN ALTERNATIVE FOR MEASURING THE TRUE IMPACT OF EARNED MEDIA. THIS IMP THIS APPROACH ADDRESSES THE QUALITATIVE OUTCOMES FROM EARNED MEDIA AND ISN'T SO FOCUSED ON PRESENTING KIND OF THE A VE, THAT KIND OF QUANTITATIVE. SO BY DOING, BY THE STRATEGY IS BASICALLY TO LOOK AT ADDITIONAL METRICS THAT ARE, UM, THAT ARE TIED TO ORGANIZATIONAL STRATEGIES. SO LARGER GOALS FOR US AND LARGER GOALS FOR THE DESTINATION. SO, UM, THESE ARE THE FIVE THAT WE'RE STARTING WITH. OUR CONSULTANT GAVE US LIKE 30 , AND I THINK WE'RE GONNA START WITH FIVE. AND THEN WE KIND OF SAID, WHAT ARE THE TOP FIVE? BUT, WE'LL, WE MIGHT GET TO 10 AT SOME POINT. UM, BUT IT LOOKS, AND EACH ONE IS ITS OWN SCORE AND IT'S OUT OF THESE FIVE WE GET TO A HUNDRED. SO YOU'VE GOT OUTLET TIER, UM, YOU KNOW, WHAT'S THE PROMINENCE OF THAT OUTLET? AUDIENCE RELEVANCE, HOW RELEVANT IS THAT AUDIENCE TO A SEDONA VISITOR MESSAGE? PULL THROUGH, HOW WELL DID WE SEE OUR EDITORIAL PRIORITIES COME THROUGH THE STORY SPECIFICALLY FOR THE WORK THAT WE DID WITH THEM. FOR EXAMPLE, UM, SENTIMENT, UM, YOU KNOW, WHAT'S THE GENERAL, IS IT A GOOD STORY FOR SEDONA? AND THEN VISIBILITY, UM, KIND OF WHERE WAS IT IN THAT PUBLICATION? SO KIND OF GOING BACK HERE, I WOULD SAY OUTLET TIER, NEW YORK TIMES TRAVEL SECTION. WE'RE GONNA CALL THAT A 25 OUTTA A 25. UM, AUDIENCE RELEVANCE, ANOTHER 25 FOR 25 MESSAGE PULL THROUGH. UM, I THINK WE SAW A LOT OF GOOD MESSAGE PULL THROUGH, BUT I'M GIVING, AND DAVE, OUR CONSULTANT GAVE US SORT OF LIKE, WE DON'T DO 25 OR 24, IT'S LIKE ONE, IT'S LIKE BASICALLY WE GIVE OURSELVES A 12, WHICH IS A SECOND BEST. UM, WE, WE GOT THINGS LIKE THE SHUTTLE MENTIONED. WE MADE SURE THERE WAS NO MENTION OF CAVES. UM, YOU KNOW, SO REALLY GOOD. AND THEN A GOOD DIVERSITY OF EXPERIENCES GOT SHOWCASED. SENTIMENT WAS REALLY POSITIVE. VISIBILITY WAS SORT OF THE FRONT PAGE OF THE DIGITAL ISSUE. SO TOTAL SCORE FOR THAT'S A 92 OUT OF A HUNDRED WAS WHAT WE'RE SORT OF GIVING OURSELVES IN BARCELONA PRINCIPLES. SO THI THIS IS AN ASSESSMENT BY, UM, YOU AND OTHER, UM, THERE'S A MARKETING PEOPLE, THERE'S A FRAMEWORK THAT WE'RE FOLLOWING, BUT WE ARE SELF SCORING OURSELVES. THERE'S NO, YOU'RE TALKING ABOUT METRICS, BUT THERE'S NO METRICS ASSOCIATED WITH THE SUCCESS OF THE, OF THE PROGRAM AS OPPOSED TO, I MEAN, SUCCESS BY MEANING MORE PEOPLE COMING IN, THAT SORT OF THING. ARE THERE ANY METRICS THAT, THAT COME WITH IT THAT SAY, UM, THIS WAS WORTH THIS MUCH MONEY, WHATEVER, LIKE YOU'RE SAYING, BUT AT THE SAME TIME, SAY IT INCREASED THE VISITATION BY 10%. THERE'S, [00:15:01] THERE'S NO WAY TO TIRE IN MEDIA DIRECTLY TO VISITATION OR JUST MEDIA IN GENERAL. UM, SAN DIEGO MAGAZINE OUTLET TIER IS AN 18 OUTTA 25. IT'S A STRONG REGIONAL PUBLICATION. IT'S NOT A NATIONAL PUBLICATION, SO IT DOESN'T SCORE A HUNDRED PERCENT ON THAT ONE. AUDIENCE RELEVANCE. IT'S A KEY MARKET FOR US. SO WE GIVEN OURSELVES A 25, OUTTA 25 MESSAGE PULL THROUGH. UM, WE GAVE OURSELVES A 20, OUTTA 20 REALLY GOOD STORY. WE LITERALLY CURATED THEIR ENTIRE ITINERARY AND THEY BASICALLY REWROTE IT VERBATIM. SO COULDN'T ASK FOR ANYTHING MORE THAN THAT. UM, SENTIMENT WAS VERY POSITIVE. VISIBILITY, UH, WAS THE FRONT COVER OF THE MAGAZINE. UM, SO WE'RE GIVING OURSELVES A 93 FOR THAT ONE. SO THAT'S KIND OF HOW WE'RE LOOKING AT IT BECAUSE WE CAN SHOW YOU A VE FROM IT. BUT I THINK TO YOUR POINT, GREG, IT'S WHAT DOES THAT ACTUALLY MEAN? AND WE'RE TRYING TO GET A LITTLE DEEPER INTO THE WHY BEHIND THE COVERAGE AND TO KIND OF SHOWCASE MORE THAN THERE'S MONEY. YEAH. YOU KNOW, WE'RE TRYING TO GET MORE QUALITATIVE. GREAT JOB. COOL. UM, AND THEN WE DID GET OUR ARIZONA OFFICE OF TOURISM RURAL CO-OP APPROVAL, UH, LAST MONTH. SO, UH, AS YOU PROBABLY HEARD ME SAY, THIS IS OUR ACCESS TO A STATE TOURISM GRANT. UH, THEY ALLOCATE UP TO $50,000 AS WELL, AS LONG AS THEIR PARTNER ALLOCATES THE SAME. SO BETWEEN THE TWO PARTIES, THERE'S A HUNDRED THOUSAND DOLLARS. THEY PRE-VET A SELECTION OF STRATEGIES THAT WE CAN SELECT FROM UP TO THAT A HUNDRED THOUSAND DOLLARS AND WE PAY 50 50. UM, WE ENDED UP GETTING UP TO 49, 5 50. I COULD NEVER QUITE FIGURE OUT HOW TO GET THE FULL 50 WITH THE STRATEGIES , BUT WE TRY TO GET CLOSE. UM, BUT THIS IS REALLY HELPFUL FOR US. IT ALLOWS US TO KIND OF HAVE A LOT OF THE THINGS WE NEED EVERY YEAR FOR HALF THE PRICE. SO FOR ANYTIME WE TALK ABOUT ATTRIBUTION WITH OUR MARKETING CAMPAIGNS, OBVIOUSLY WE PAY FOR THE MEDIA PLACEMENT THAT THEN WE DO THE ATTRIBUTION ON, BUT WE NEED TO HAVE OUR ANALYTICS DASHBOARD, SO WE GET A OT TO PAY FOR HALF OF THAT, WHICH IS SUPER HELPFUL. UM, WE NOW HAVE OUR DIGITAL ASSET LIBRARY PUBLIC ON OUR WEBSITE TO GIVE TO MEDIA AND ANY PARTNER THAT NEEDS IMAGES, WE HAVE THOSE, UM, PROVIDED AS A PUBLIC GOOD THAT'S IN, THAT'S WITH CROWDRIFF THAT'S PAID FOR 50 50 BY A OT, UM, MORE THAN HALF OF THE TRADE SHOWS I SHOWED YOU AT THE BEGINNING. UM, A O OT PAYS FOR HALF OF THOSE, UM, JUST GOT THE APPROVAL. I'LL BE BACK AT IPW WITH THEM, UH, NEXT YEAR. AND THEN WE STARTED PAYING FOR WHAT'S CALLED THE RMI TRIP REPORT, WHICH LOOKS AT THE NUMBER OF TOR OPERATORS AND AOTS PRIORITY INTERNATIONAL MARKETS, WHICH ARE AKIN TO OURS FOR THE MOST PART. UM, AND HOW MANY OF THEM ARE SELLING SEDONA IN THEIR PACKAGES AND HOW MANY OVERNIGHTS OF SEDONA. AND IT'S ONE WAY WE'RE MEASURING THE, UH, THE, THE SUCCESS OF OUR TRAVEL TRADE PROGRAM. ARE WE SEEING MORE PACKAGES AND MORE OVERNIGHTS IN KIND OF ON THE SHELF OF THE WESTERN EUROPEAN TRAVEL AGENT MARKET? SO, UM, THAT'S AGAIN, SOMETHING THAT WE GET IN PARTNERSHIP WITH A OT. AND THEN, UH, LOOKING BACK LAST YEAR THERE WAS, WE GET $20,000 10 US 10 OT AND WHAT'S CALLED A CUSTOM PRODUCT. SO WE KIND OF CHOOSE YOUR OWN ADVENTURE. YOU'VE HEARD ME TALK ABOUT PINK BIKE, WHICH WAS THE THI UM, STRATEGY THAT WE DID LAST FISCAL YEAR, WHICH WAS WE GOT TO BRING PINK BIKE BACK TO SEDONA FOR A MOUNTAIN BIKE FIELD TEST. UM, THEY WERE ACQUIRED BY OUTSIDE INK, SO THIS IS UNDERNEATH THE OUTSIDE INK KIND OF NETWORK, IF YOU WILL. UM, SO THEY'D BEEN HERE IN SEDONA, I THINK, WHAT, 2019? UM, BUT THEY CAME BACK TO DO ANOTHER ONE. THIS ONE WAS MORE SORT OF THE ECONOMICAL ENTRY LEVEL MOUNTAIN BIKE. SO IT WAS PRETTY FUN TO GET THEM OUT THERE AND SEE WHICH ONES COULD HANDLE OUR LANDSCAPE, WHICH ONES COULDN'T. UM, SO PRETTY, PRETTY FUN, CHEEKY CONTENT. BUT WHAT WE'D LIKED IS THAT, UM, IT WASN'T TESTING BIKES THAT ARE GONNA BE OUTDATED IN A YEAR. IT WAS TESTING BIKES THAT ARE GONNA BE AROUND FOR A FEW YEARS. SO, AND THAT WAS ONE OF THE ATTRACTIVE PARTS ABOUT US IS THAT THAT CONTENT WILL HAVE RELEVANCE FOR A COUPLE MORE YEARS THAN JUST ONE. UM, BUT EDITORIAL WAS PUBLISHED IN MAY, UM, STRATEGICALLY IN IN COORDINATION WITH THE LAUNCH OF OUR CAMPAIGN IN MAY FOR SUMMER. AND THAT ALSO INCLUDED DIGITAL DISPLAY ADS. SO, UH, IN ADDITION TO JUST HAVING THAT WONDERFUL EDITORIAL CONTENT, UM, WE GOT JUST OVER A MILLION IMPRESSIONS AND, UM, THE CONTENT PERFORMED HIGHER ABOVE THEIR NETWORK BENCHMARKS. SO FOR OUTSIDE INK CHANNELS, UM, IN TERMS OF CLICK THROUGH RATE. SO, AND A OT WAS PLEASED. SO IT'S ALWAYS GOOD WHEN THEY FELT LIKE THEIR INVESTMENT WAS GOOD AS WELL. SO THAT WAS ANOTHER 10 FROM THEM. YEP. YEAH. SO, AND THAT'S, BUT THAT'S PART OF THE TOTAL 50. OH, OKAY. YEAH. OKAY. UM, AND THEN THANK YOU ALL AGAIN FOR YOUR COMMENTS AT THE LAST MEETING ABOUT THE WINTER CAMPAIGN CREATIVE CONCEPTS. UM, WE KIND OF WENT BACK INTO THE BOILER ROOM WITH, WITH WITH DVA, UM, AND WHAT KIND OF CAME OUT WAS THAT WE'RE GONNA MOVE FORWARD WITH ONE FINAL EXECUTION OF REDEFINED DESERT THIS WINTER. WE'RE KIND OF CALLING IT THE GREATEST HITS. UM, WE ARE LOOKING AT EXPLORING THAT QUIZ ELEMENT THAT WE TALKED ABOUT, UM, FOR THAT AD THAT KIND OF IS LIKE, WHAT KIND OF SEDONA ARE YOU? SO WE'RE KIND OF, KIND OF PULL THAT IN. AND THEN, UM, WE ARE ACTIVELY WORKING ON UPDATING WHAT WAS CONCEPT THREE, UH, CHANGE THE NAME, KIND OF RETHINK A LITTLE, A LITTLE BIT, BUT WITH THE GOAL OF HAVING THAT READY TO LAUNCH ON FEBRUARY 16TH, UM, WHEN THE WINTER CAMPAIGN ENDS. BUT WE KEEP THE HIGH NET WORTH CAMPAIGN STRATEGY ON, UM, THAT WE'LL HAVE A NEW [00:20:01] CONCEPT IN PLACE FOR THAT. SO THAT'S KIND OF OUR STRATEGY RIGHT NOW. UM, AND THEN TRULY THE NEXT STEP FOR US IN THIS IS THAT WE'RE GONNA PRESENT THE WINNER CAMPAIGN AND HIGH NET WORTH AUDIENCE STRATEGY TO CITY COUNCIL NEXT WEDNESDAY. SO YOU'RE WELCOME TO, IS IT WEDNESDAY? I'M SORRY? NEXT TUESDAY. OKAY. THE EIGHTH, THE TUESDAY THE EIGHTH, WHICH IS THERE. UM, BUT THIS ONE'S ON A WEDNESDAY, . UM, SO IF YOU RECALL, UH, CITY COUNCIL DIRECTED, UM, JOHN ALTHEA AND ME, AND ESSENTIALLY THE TOURISM OFFICE AND THE TAB TO CONDUCT THE FUTURE OF TOURISM AND SEDONA EXPERIENCE, COMMUNITY INPUT SESSIONS, AND THEN COME BACK TO COUNCIL WITH FINDINGS, UM, WAS THE DIRECTION. SO OBVIOUSLY THANK YOU ALL THAT JOINED US. WE'RE GONNA GIVE A, A RECAP OF THOSE AS PART OF THIS TOURISM PLAN TODAY. UM, BUT UH, WE ARE LOOKING AT WEDNESDAY, OCTOBER 23, UM, WHICH IS A WORK SESSION DAY. AND, UH, WE'D LOVE FOR TAB MEMBERS TO BE THERE. WE'LL GIVE A PRESENTATION ON THE RESULTS OF THE COMMUNITY INPUT SESSIONS. AND THEN, UM, WE'LL THEN MOVE FORWARD WITH A PRESENTATION OF THE SEDONA TOURISM PLAN TO THEM. DID YOU SEE OCTOBER 23RD, 28TH? 20? YOU SEE 23. OKAY. 20, 28TH. YEAH, IT'S UP THERE. I JUST WANNA MAKE SURE WE WERE RIGHT. SO YEAH, IT'S THE 28TH YOU SAID? 23RD? YEAH. YOU DID SAY 23RD. 28TH. 28TH . OKAY. WEDNESDAY, OCTOBER 28TH. THE MEETINGS I START AT TWO 30. WE DON'T KNOW WHEN WE'RE GONNA GO ON. OKAY. UM, GREG, MAKE SURE THAT YOU PULL YOUR MIC TOWARDS YOU SO THAT THE, UM, WHEN YOU SURE. SORRY, EVERYBODY CAN HEAR ME? YEAH, THAT'S HERE. YEAH, THAT'LL BE IN COUNCIL CHAMBERS. OKAY. ALL DONE. AWESOME. [3. CONSENT ITEMS] UH, CONSENT ITEMS ARE JUST THE ME MINUTES FROM LAST MONTH'S MEETING. DO WE HAVE A MOTION TO APPROVE? I HAVE A DISCUSSION ITEM. UM, WE NEED A MOTION FIRST TO MOVE AND THEN DISCUSSION AND THEN THERE DISCUSSION IS THE DISCUSSION ON THE MINUTES? YES, I MOVED. OKAY. DISCUSSION. DISCUSSION. SORRY, THAT'S NEVER HAPPENED BEFORE . SO I'M, I'M WONDERING, I, I PRESUME, ANDREW, YOU'RE DOING, YOU'RE DOING THE, THE MINUTES, IS THAT, OH, WHOEVER IS ADAM, OR, UM, SO WHEN I REVIEW THE ONCE FROM LAST TIME, BECAUSE I WASN'T HERE AND I APOLOGIZE FOR THAT, UM, THERE ARE ACTION ITEMS AND I'M WONDERING IF WE SHOULD BE TRACKING SOME OF THE ACTION ITEMS IN OUR MINUTES. UM, BECAUSE ESPECIALLY WHEN WE DIP, WHEN WE SKIP A COUPLE MONTHS AT A TIME, UM, THOSE ACTION ITEMS CAME TO FALL BEHIND A LITTLE BIT. UM, I'M TRYING TO REMEMBER WHAT THE THREE OR FOUR THAT YOU HAD MENTIONED, BUT I THOUGHT ANYTIME THAT YOU SAY I'LL LOOK INTO THAT OR, UM, I, I'LL, UM, WE, WE NEED TO DO THIS OR WHATEVER. FOR INSTANCE, THE, I BELIEVE THERE'S A BIG DISCUSSION ABOUT THE COLOR ON ONE OF THE PRESENTATIONS LAST, AND THEY WERE, THEY DIDN'T LIKE THE COLOR OF ONE OF THE THREE, WHATEVER IT WAS YOU WERE LOOKING AT. UM, AND YOU SAID YOU WOULD COME BACK AND REVISE THAT. SO I'M JUST WONDERING IF WE NEED TO TRACK ACTION ITEMS IN OUR MINUTES SO THAT, UH, WE, WE DON'T LOSE TRACK OF THEM. UM, YOU HAD MENTIONED THAT YOU WOULD LOOK INTO, UM, I THINK AS BOB MENTIONED, THAT MAYBE NEXT, NEXT YEAR DURING THE BUDGET, WE WOULD TRY TO SEE WHAT IT WOULD COST TO CANVAS THE NON-TARGETED CITIES. THAT WAS PART OF THE DISCUSSION, UH, THAT, YOU KNOW, WE ARE TARGETING ENOUGH OF THE SMALLER CITIES THEY YES. FOR AB TESTING. AND I THINK, I MEAN, I, I, I REMEMBER, YEAH, YOU REMEMBER, YEAH, I DON'T THINK THERE WAS AN ACTION ITEM THAT WE WERE GONNA DO THAT. I THINK THE, MY RESPONSE WAS THAT THAT WOULD BE SUBSTANTIALLY MORE BUDGET THAN WE HAVE TO ALLOCATE TO OUR CAMPAIGNS. OKAY. AND THEN, AND THEN ADDITIONALLY, THE, THERE WERE THREE, I THINK, UM, MOBILE, UH, THERE WERE THREE CREATIVE CAMPAIGN CONCEPTS. YEAH. OKAY. SO, AND THERE WAS ONE THAT THEY, THAT THE BOARD HAD OBJECTED TO THE COLORS IN IT AND THEY WANTED TO GET RID OF IT. SO, UM, THERE WASN'T ANYTHING IN, IN THE MINUTES THAT SAYS WE REVIEWED THIS AND THE BOARD RECOMMENDED. I KNOW WE'RE NOT, WE'RE NOT A DIRECTORY BOARD, BUT WE'RE AN ADVISORY BOARD, BUT MAYBE WE SHOULD HAVE SOMETHING IN THAT SAID, THE BOARD RECOMMENDED THAT WE DROP THIS IN CASE IT DOES HAPPEN TO RESURFACE. YEAH, I HEAR YOU. I THINK I JUST WANT TO CLARIFY THAT THIS SLIDE THAT I JUST PRESENTED WAS RELATED TO THAT EXACT CONCEPT AND I JUST UPDATED ON THAT ACTION, BUT, SO I DON'T KNOW IF YOU'RE WONDERING IF WE'RE NOT DOING IT OR IF YOU WANNA SEE IT IN THE MINUTES. NO, I, I THINK IT, IT'S JUST THAT I'M, I THINK IT'S FOR THE FLOW, IT'S, IT'S IMPORTANT TO HAVE ACTION ITEMS SHOWN, UM, THAT EITHER ADVISORY OR OTHER ACTION ITEMS, BECAUSE IT LOOKS, I MEAN, IF I READ THE MINUTES, IT LOOKS LIKE WE HAD AN AGENDA, WE CAME, WE TALKED ABOUT EVERYBODY WENT HOME. UH, THERE'S NOTHING IN THE MINUTES THAT REALLY DESCRIBES SOME OF THE ACTIONS OR SOME OF THE DECISIONS THAT WERE MADE. AND I THINK THAT, YOU KNOW, WE, I'D LIKE TO SEE IT EXPANDED A LITTLE BIT. IS THAT MORE COMMON IN OTHER BOARDS OR COUNCIL'S MINUTES? [00:25:01] NO. OKAY. NO. UM, I WOULD SAY GENERALLY OUR MINUTES ARE PRETTY HIGH LEVEL IN MOST, UM, UNLESS THERE'S A, UM, SPECIFIC COUNCIL DIRECTION IN WHICH, UM, THE MAJORITY OF THE BOARD VOTES ON OR GIVES A THUMBS UP ON OR SOMETHING LIKE THAT. BUT INDIVIDUAL DIRECTION FROM EACH, UM, MEMBER OR COUNCIL MEMBER IS NOT INCLUDED. MM-HMM . GENERALLY. SO IN TERMS OF SEEING TODAY IN WHAT THEY PRESENTED AS A STAFF ANNOUNCEMENT THAT THEY WENT WITH THREE AND WHAT THE PLAN IS BEYOND THAT, DOES THAT NOT SUFFICE FOR WHAT YOU'RE ASKING? IT DOES, BUT WHAT IF HE HADN'T PRESENTED IT TODAY? SEE, THAT'S WHAT I'M SAYING IS WHAT IF HE HAD NOT FOLLOWED THROUGH ON IT, WE WOULDN'T HAVE ANY TRACKING TO SAY THAT WE WERE EXPECTING IT. SO I DON'T KNOW WHETHER THAT, UM, I, I MIGHT JUST BE GRASPING AT STRAWS, BUT, UM, YOU KNOW, I, IT JUST SEEMS LIKE, UM, ESPECIALLY LIKE FOR ME, WHEN I MISS THE, YOU KNOW, IF I GO THROUGH THE, THE VIDEO AND I SAY, WE'RE GONNA DO THIS, WE'RE GONNA DO THIS, AND THEN IF I DON'T SEE IT UP THERE, THEN IT'S THAT WE WERE GONNA DO THIS. WOULD THAT SUFFICE? I, I DON'T KNOW WHAT I MIGHT, YEAH, I THINK, UM, I WOULD CALL THIS BOARD MORE CASUAL IN TERMS OF THE WAY THAT WE TALK TO EACH OTHER AND THE CONVERSATION THAT WE HAVE. SURE. UM, IF YOU WOULD LIKE TO HAVE IT BE MORE FORMAL IN TERMS OF IF IT'S OFFICIAL DIRECTION THEN, OR, YOU KNOW, RECOMMENDATION, UM, THEN I, YOU KNOW, AND I DO THIS ON COUNCIL TOO, WHERE I SAY, IS THIS THE CONSENSUS OF EVERYONE? AND THAT'S TO KIND OF, TO COVER ME AS A STAFF MEMBER TO MAKE SURE THAT, UM, I'M NOT JUST, YOU KNOW, WE'RE NOT LETTING SOMEONE VOICE THEIR OPINION, BUT WE'RE ACTUALLY SAYING, OKAY, WE'RE, WE'RE IN AGREEMENT THAT, YOU KNOW, THAT IS OFFICIAL, UM, RECOMMENDATION TO US. SO WE CAN DO THAT AND WE CAN, WE CAN MAKE MORE, UM, DETAILED MINUTES IF THERE ARE SPECIFIC THINGS THAT YOU WOULD LIKE TO CHANGE ABOUT. UM, I'M KIND OF WITH ALTHEA WHERE, WHAT ARE THE EXACT THINGS THAT YOU WANT IN HERE THAT YOU WANTED US TO HAVE PUT IN? 'CAUSE I FEEL LIKE SOME OF THE THINGS THAT ANDREW ADDRESSED A LITTLE BIT AND FELT LIKE, UM, YOU KNOW, WOULDN'T BE APPROPRIATE IN OTHER THINGS, I'M, I'M HOPING TO UNDERSTAND WHAT WHAT YOU WOULD LIKE. RIGHT. AND, AND I THAT'S, CRAIG, CAN YOU JUST, WHAT I'M LOOKING AT IS, OH, SORRY. UM, WHAT I'M LOOKING AT IS THAT, UM, FOR INSTANCE, THERE'S, THERE'S SOME THINGS THAT ARE DONE THAT, UM, WE, WE MIGHT RECOMMEND EVEN AS A, AS A BOARD, BUT THEN AREN'T APPROPRIATE. UM, AND IT GETS CHANGED. UM, I KNOW WHEN WE FIRST TALKED, UH, ON MY FIRST MEETING, UM, THE BOARD HAD RECOMMENDED THAT THE, THE BUDGET WAS PRESENTED IN CERTAIN WAY AND IT ENDED UP DIDN'T GOING, AND THAT DIDN'T GO THAT WAY BECAUSE OF CIRCUMSTANCES. AND SO THERE WASN'T ANYTHING IN THE ACTION ITEMS THAT SAYS, YOU KNOW, THE BOARD RECOMMENDED THAT THE CONTINGENCY BE INCLUDED. AND THEN EVEN THOUGH, AND ANDREW DID A GREAT JOB, COME BACK AND SAY, THIS IS WHY WE DIDN'T DO IT, IT'S STILL AN ITEM THAT WASN'T, UM, CONTINGENT ALL THE WAY THROUGH. SO I, I GUESS IF, IF, IF WE WANTED TO SAY, UH, IF WE WANTED IN THE MINUTES WE NEED, WE NEED TO DO A BOARD ACTION ON IT, IS THAT, WOULD THAT BE SOMETHING THAT IT WOULD BE INTERESTED IN DOING? IF, IF WE DO SAY, WELL, IS EVERYBODY IN AGREEMENT? IS THAT A BOARD ACTION OR DO WE HAVE TO HAVE SOMEBODY MIGHT MAKE A MOTION THAT SAYS, I THINK THERE'VE BEEN SOME TIMES IN MEETINGS WHERE THE STAFF HAS ASKED US QUESTIONS AND WE'VE HAD DISCUSSION, THEY DON'T NECESSARILY FEEL THEY NEED A QUOTE VOTE. OUR VOTES ARE ARE JUST ANOTHER ADVISORY IN A STEP IN A DISCUSSION. THEY'RE NOT, YEAH, EXACTLY. SO THEY'RE JUST A STEP IN A DISCUSSION. BUT WHEN THEY HAVE ASKED FOR THAT, OR SOMETIMES THEY DON'T ASK FOR THAT 'CAUSE THEY FEEL THEY KNOW WHERE WE'RE HEADED. BUT PERHAPS WHAT WOULD, UH, YOU KNOW, DISS DISPLAY ANY CONCERNS HERE WOULD BE JUST TO HAVE THEM ASK, DOES EVERYBODY AGREE AND WE GET A VERBAL AGREEMENT THAT GOES INTO THE MINUTES AND THEN IT'S, AND THEN IT THAT TAKES CARE OF THAT. IS THAT, THAT'D BE FINE. YEAH. OKAY. IS THAT SOMETHING THAT WOULD NOT BE CHALLENGING FOR THOSE VERY SPECIFIC? WE CAN SEE HOW THAT GOES, BECAUSE YEAH, SOMETIMES IF THE BOARD DOESN'T AGREE, THEN IT ADDS SEVEN MINUTES OF BACK AND FORTH DISCUSSION ON WHY THEY AGREE AND DON'T AGREE. AND SO, UM, YOU KNOW, WE'LL JUST, WE CAN JUST SEE WHERE IT GOES. I'M, WHAT I'M HOPING IS THAT WE DON'T HAVE TO GUESS WHAT'S IN YOUR MINDS ON WHAT YOU WOULD LIKE TO BE IN THERE AND WHAT YOU DON'T THINK IS RELEVANT. SO MAYBE, AND MAYBE THAT'S THE STEP I SHOULD TAKE, IS, YOU KNOW, AND MAYBE THE BOARD MEMBERS, IF WE WANT IT INCLUDED IN THE MINUTES YEAH. WE MAKE THAT STATEMENT, WOULD YOU PLEASE INCLUDE THIS SURE. DECISION IN THE MINUTES. I, I'D BE WILLING TO GO THAT ROUTE. YEAH. AND, AND AGAIN, I THINK IT'S TOWARDS, I MEAN THE, ONE OF THE TRUE, I THINK, FORMAL OUTPUTS OF THE TAB IS WHEN THERE'S A RECOMMENDATION THAT YOU [00:30:01] ALL MAKE THAT GOES TO COUNCIL. YES. SO I THINK, YOU KNOW, TO YOUR POINT, GREG, WE CAN COMMIT TO DOING THAT. AND I THINK IF THERE'S CONSENSUS FROM TAB MEMBERS ON CERTAIN THINGS, AND I THINK THOSE THINGS CAN GET IN THE MINUTES, BUT I THINK INDIVIDUAL REQUESTS FROM FOLKS THAT MAY NOT BE THE APPROPRIATE PLACE TO PUT THAT. AND EVERYTHING IS RECORDED FOR PUBLIC RECORD ON VIDEO. . NO, I WAS JUST GOING TO SAY, I AGREE. IF WE GET TOO GRANULAR AND YOU MAKE CHANGES WHILE YOU'RE WORKING, THEN WE HAVE DISCONNECT HERE. WE'RE ADVISORY MM-HMM . SO JUST STICKING, YOU KNOW, NOT, NOT TO DOWNPLAY HIS POINT, BUT I LIKE THE HIGHER LEVEL, YOU KNOW, UPDATES, BUT NOT, NOT THE GRANULARITY OF IT. MM-HMM . OKAY. SO YOU WANNA, UM, I THINK OUR COMMITMENT IS THAT, UM, WE'LL TRY AND TAKE MORE DETAILED NOTES ON THINGS LIKE THAT AND THEN, UM, AS WE'RE GOING THROUGH, WE'LL JUST KIND OF DO A TRIAL AND ERROR HERE AND SEE IF WE CAN GET TO A PLACE THAT YOU'RE COMFORTABLE. SURE. OKAY. OKAY. UH, DO WE HAVE A SECOND? SECOND, THE MINUTES ARE APPROVED. UH, NO CARDS UNLESS THERE'S ANY THAT I'M NOT SEEING. [Items 5.a - 5.d] UH, GREAT ONTO REGULAR BUSINESS. THANK YOU. AWESOME. SO TODAY WE'VE GOT SUMMER CAMPAIGN, HIGH NET WORTH STRATEGY, AND THEN 2026 SEDONA TOURISM PLAN. UM, SO JUST WANT TO START WITH THE SUMMER 2026 CAMPAIGN THAT THIS IS STILL ACTIVE, UM, IN PHOENIX AND TUCSON. AND THEN THE, WE'RE SHOWING YOU, WE'RE GONNA SHOW YOU SOME INITIAL ATTRIBUTION, BUT THAT'S ONLY THROUGH AUGUST 8TH. SO THIS IS A UPDATE ON THE CAMPAIGN, NOT A FINAL REPORT. UM, BUT THE SUMMER 2026 CAMPAIGN LAUNCHED ON MAY ONE IN FLIGHT MARKETS AND MAY 15TH IN DRIVE MARKETS. UM, THAT WAS FOR 14 DAYS EARLIER THAN SUMMER 2025. UM, AND I ALSO THINK THAT IT'S PROBABLY THE RIGHT TIME TO LAUNCH A SUMMER CAMPAIGN. SO, UM, IT'S NICE THAT WE FINALLY GOT OURSELVES IN THE, IN KIND OF IN IN THAT RHYTHM. AND I THINK AS WE LOOK AT WINTER, LAUNCHING WINTER ON OCTOBER ONE ALSO KIND OF FEELS LIKE THE RIGHT TIME FOR US. SO, UM, THAT'S BEEN A BIG, BIG PUSH BY THE WHOLE TEAM HERE TO SORT OF GET US WITH, UM, CAMPAIGN LAUNCHES THAT WE FEEL LIKE ARE THE RIGHT DATES. AND THEN TRULY A LOT OF THAT'S BEEN IN PARTNERSHIP WITH FEEDBACK FROM THE INDUSTRY AS WELL. UM, DRIVE MARKETS ALWAYS STAY THE SAME. PHOENIX, TUCSON, LOS ANGELES, SAN DIEGO, LAS VEGAS, OUR FLIGHT MARKETS DO ROTATE A LITTLE BIT, BUT DENVER, SEATTLE, CHICAGO, SAN FRANCISCO ARE CONSISTENT WITH DALLAS AND HOUSTON BEING MORE SUMMER MARKETS FOR US. UM, OUR, OUR ORIGINAL CAMPAIGN BUDGET WAS 1 51 900. UH, THAT'S THAT MIDDLE COLUMN WAS WHAT THE ORIGINAL BUDGET WAS. BUT THEN, UM, WE DID GO TO CITY COUNCIL ON JULY 14TH AND REQUEST ACCESS TO CONTINGENCY FUNDS THAT COULD BE RELEASED BY THE CITY MANAGER, WHICH INCREASED THE ATTRIBUTION BASED WEBSITE ADS FROM 68 TO 83 5 10, UM, SPECIFIC TO PHOENIX AND TUCSON. AND THEN WE ALSO INCREASED OUR META OUT OF MARKET ATTRACTION MESSAGING FROM 26 6 20 TO 39 3 10. UM, ALSO IN PHOENIX AND TUCSON FOR A TOTAL OF 180 100. UM, HERE'S SOME OF THAT CREATIVE THAT WE WERE USING THIS SUMMER. UM, THE LEFT IS WHAT WE CALL OUR TRADITIONAL ADS. UM, THAT'S BEEN GOING TO THE AUDIENCES, AUDIENCES WE'VE ALWAYS BEEN TARGETING THE CENTER, UM, THAT IS GOING EXCLUSIVELY TO OUR HIGH NET WORTH AUDIENCE THAT WE STARTED PILOTING IN THE WINTER, BUT THE SUMMER WAS THE FIRST TIME WE STARTED HAVING DEDICATED CREATIVE FOR THEM. UM, AND THEN ON THE RIGHT IS OUR SUSTAINABILITY RESPONSIBILITY ADS THAT ARE SHOWN TO FOLKS WITHIN 25 MILES OF SEDONA AS WELL AS PHOENIX. HERE'S JUST SOME, THESE ARE NOW THROUGH THE 31ST OF AUGUST, SO THIS IS CLOSE TO A FINAL REPORT, ALTHOUGH WE'LL STILL HAVE MORE FROM PHOENIX AND TUCSON. SO WEBSITE USERS WENT UP, UH, IT'S ABOUT 10%, UM, PAID GOOGLE SEARCH. UH, WE STARTED NARROWING, UM, OUR, OUR KEYWORDS, WHICH IS WHY YOU'RE SEEING LESS IMPRESSIONS THERE. UM, WE DID SEE A FEW, FEW FEWER CLICKS, BUT OUR CLICK THROUGH RATE GOT A LOT HIGHER. UM, AND OUR COST PER CLICK WENT DOWN. UM, SO WE STARTED TO SEE JUST A MORE, A MORE EFFICIENT GOOGLE SEARCH STRATEGY. UM, AND THEN THAT HIKING AD YOU SEE ON THE RIGHT GENERATED 14,000 CLICKS AND ACHIEVED A CLICK THROUGH RATE OF JUST OVER 9%. SO THAT'S A NICE TIMELY MESSAGE TO EDUCATE PEOPLE TO GET THEM TO OUR HIKING MAPS. FOR EXAMPLE, HEY, YOU'RE IN SEDONA. WHERE DO I HIKE? GREAT, HERE'S WHERE YOU CAN LEARN HOW TO HIKE. UM, AND THEN OUR META OUT OF MARKET [00:35:01] ADS, UM, IMPRESSIONS WERE UP CLICKS WENT SLIGHTLY DOWN, CLICK THROUGH RATE WAS, YOU KNOW, LESS THAN PREVIOUS YEAR, AND COST PER CLICK WENT SLIGHTLY UP. WHAT'S INTERESTING IS THAT OUR META IN-MARKET ADS PERFORMED VERY STRONG. UM, THIS SUMMER, UH, IMPRESSIONS RELATIVELY THE SAME. CLICKS ARE ABOUT TWICE AS MUCH CLICK THROUGH RATE 6.34 AND COST PER CLICK WENT DOWN, SPECIFICALLY THAT REDEFINED RESPONSIBILITY GENERATED 65,000 CLICKS WITHIN, UH, 8.7 CLICK THROUGH RATE. SO IT'S NICE TO SEE OUR RESPONSIBILITY MESSAGING REALLY KINDA SHINE, SHINE THIS SUMMER. AND EVERYTHING YOU'RE SEEING IS ABOVE BENCHMARK. UH, PROGRAMMATICS. THESE ARE OUR ATTRIBUTION ADS FOR, UM, DISPLAY NATIVE AND THEN ALSO THROUGH OUR CONNECTED TV. CAN YOU REMIND PEOPLE WHAT THAT MEANS? UM, THAT'S WHEN WE START TO SHOW YOU THAT, UH, WE PIXEL DEVICES THAT ARE SERVED UP ADS AND THEN WE CAN, IF WE SEE THE DEVICE IN THE CITY OF SEDONA, UM, WE CAN KIND OF COUNT IT AS A VISITOR. AND THIS IS WHERE YOU'RE GETTING AT, GREG, IS HOW DO WE ACTUALLY KNOW IF PEOPLE ARE COMING? THIS IS HOW WE DO THAT. UH, WE CAN'T DO IT WITH A NEW YORK TIMES ARTICLE, BUT WE CAN DO IT WHEN WE, WHEN WE'RE THE ONES SERVING UP THE ADS AND HAVE THE ABILITY TO PIXEL THEM. UM, AND THEN WE'VE ALSO GEOFENCED, UH, THE SEDONA HOTELS, THE SEDONA SHORT-TERM RENTALS. UH, WE'VE ALSO DONE THE TIMESHARES, BUT UM, THAT'S JUST KIND OF TO SEE VISITATION. WE CAN'T REPORT ON IMPACT THERE. UM, 'CAUSE WE DON'T YEAH. 'CAUSE WE DON'T KNOW WHAT THEY COST. UM, BECAUSE THEN, YEAH, SO THAT'S, THAT'S WHAT THE ATTRIBUTION ADS ARE. AND, SORRY, I LOST MY TRAIN OF THOUGHT, LAUREN. I'M SO SORRY. . I KNOW YOU WERE DOING REALLY GREAT. I JUST, IT WAS DOING FINE. YEAH. WANTED TO REMIND EVERYONE. YEAH, YEAH, YEAH. UM, AND THEN, SO OUR, OUR IMPRESSIONS WENT SLIGHTLY DOWN. UM, CLICKS WENT UP THOUGH, SO OUR DISPLAY CLICK, THE RATE WAS SLIGHTLY HIGHER. NATIVE WAS THE SAME. UM, WE DID DO LESS THE WAY WE'VE BEEN DOING WITH DVA, WE STARTED TO DO CTV MORE EARLY AND KIND OF TURN IT OFF. IT'S HIGHER UP THE FUNNEL, UM, THAN OUR KIND OF PULL THROUGH ADS FROM PROGRAMMATIC. SO I THINK THAT'S WHY YOU'RE SEEING LESS PERFORMANCE IN THE CTV. BUT WE'RE STILL PLEASED WITH THE RESULTS SPECIFICALLY THAT, UM, UNIQUE REACH WAS RATHER SIMILAR. UM, AND THEN THIS IS HOW WE GET THESE NUMBERS FROM WHAT LAUREN WAS ASKING ME ABOUT KIND OF ATTRIBUTION. SO, UM, IF A DEVICE WAS PIXELED THAT GOT INTO THE CITY THAT IS ON THE LEFT SIDE IN DESTINATION, AND AGAIN, THIS IS WHAT'S ONLY THROUGH AUGUST 8TH, SO THIS IS NOT A FULL CAMPAIGN REPORT. UM, AND WE SAW JUST SHY OF 1300 TRIPS SO FAR FOR AN ESTIMATED 3,300 VISITOR DAYS WITH 2.6 LENGTH OF STAY. UM, AND THEN WE DID A VISITOR INTERCEPT STUDY SEVERAL YEARS AGO THAT FOUND THAT OUTSIDE OF LODGING VISITORS ARE SPENDING 190 A DAY. SO THAT'S WHERE THAT NUMBER COMES FROM. WE HAVE, UM, WORKED WITH OTHER VENDORS RECENTLY THAT HAVE KIND OF SPENDING DATA AND THERE'S A SLIGHTLY HIGHER THAN ONE 90, BUT WE'RE, WE'RE KIND OF STICKING TO WHAT WE'VE BEEN REPORTING WITH FOR NOW. UM, SO JUST KNOW THAT THAT'S NOT A NUMBER THAT WE JUST MADE UP ONE, ONE DAY AND STARTED RUNNING WITH. UM, WE DO VALIDATE THAT EVERY YEAR. UM, SO HOTELS IS WHEN WE SEE THEM STAYING AT A HOTEL. AND THEN WE'VE SEEN, YOU KNOW, JUST SHY OF 400 HOTEL TRIPS, BUT FOR 1300 HOTEL NIGHTS FOR AN AVERAGE DAY OF 3.3. AND THEN THAT THREE 13 IS THE A DR, UM, THROUGH SMITH TRAVEL RESEARCH FROM MAY 8TH TO AUGUST 8TH. SO THAT'LL, THAT MIGHT CHANGE AS WE GET CLOSER TO THE FINAL REPORT AS ADRS FLUCTUATE. AND THEN WE DID, AS I MENTIONED, GEOFENCE ALL THE SHORT TERM RENTALS, OR AT LEAST AS MANY AS WE CAN. THEY SORT OF, IT'S SORT OF LIKE A WHACK-A-MOLE SOMETIMES WITH THEM IN TERMS OF WHICH ONES ARE ACTIVE OR NOT. BUT, UH, WE DO UPDATE THAT ABOUT ONCE A ONCE A YEAR, UM, JUST 'CAUSE IT'S A PRETTY BIG PROJECT TO GEOFENCE ALL THEM. UM, BUT WE'VE SEEN 125 TRIPS FOR 442 OVERNIGHTS, 3.6, AND THEN THOSE ADRS ARE HIGHER. AND THAT COMES FROM, UM, OUR KEY DATA. SO, SO THAT'S JUST A QUICK KIND OF SUMMER 2026 UPDATE. UM, WE'RE STILL RUNNING THE CAMPAIGN THROUGH PHOENIX AND TUCSON USING THE POCKET FIRE RECOVERY FUNDS THROUGH SEPTEMBER 30. UM, AND THEN WE WILL PRESENT YOU A FINAL REPORT OF THE CAMPAIGN AT THE NOVEMBER TAB MEETING ONCE WE HAVE ALL THE, ALL THE DATA AVAILABLE. HOW, HOW IS IT CORRELATING WITH LIKE REAL REVENUE RESULTS IN THE FIELD? I THINK WE'VE TAKEN SOME SURVEYS. I SIT HERE PERSONALLY THINKING IT LOOKS GREAT, BUT THAT'S NOT WHAT THIS SUMMER SAID TO ME. YEAH, NO, I I I THINK IT'S, YOU KNOW, TWO THINGS CAN BE TRUE. UM, AND I THINK, YOU KNOW, WE'VE SEEN THIS A COUPLE SUMMERS IN A ROW IS THAT, YOU KNOW, WE CAN HAVE CAMPAIGNS THAT GENERATE A RETURN, BUT THE DESTINATION CAN STILL BE SHOWING DECLINES IN DEMAND, RIGHT? I MEAN, THOSE, THOSE TWO THINGS AREN'T DIRECTLY RELATED. THEY'RE KIND OF CORRELATED TO EACH OTHER. UM, YOU KNOW, I THINK WE'RE PROUD THAT WE'RE ABLE TO SHOW THAT, YOU [00:40:01] KNOW, THE CITY DOLLARS CAN BE SPENT IN WAYS THAT ARE BRINGING PEOPLE HERE. UM, BUT IN TERMS OF WHAT WE'RE SEEING, YEAH, I MEAN, AUGUST HAS BEEN, EACH WEEK I'VE SEEN FROM SMITH TRAVEL HAS BEEN DOWN ANYWHERE BETWEEN KIND OF TWO AND FIVE. UM, I THINK THAT, UM, THE WEEK THAT IS JUST BEHIND US GOING INTO LABOR DAY, UM, LOOKS PRETTY BAD YEAR OVER YEAR. I WAS TALKING TO JULIE ABOUT THIS, BUT THAT'S 'CAUSE LABOR DAY'S ON THE SEVENTH THIS YEAR. SO IF YOU'RE GOING YEAR OVER YEAR, JUST KNOW THAT SOMETIMES HOLIDAYS CHANGE THINGS. BUT, UM, FROM A PERFORMANCE STANDPOINT, UH, WE WERE DOWN 4.5% IN OVERNIGHT HOTEL DEMAND IN JULY. UM, AND WE'LL PROBABLY BE SOMEWHERE AKIN TO THAT FOR AUGUST AS WELL. YEAH. CAN YOU, UM, JUST MAKE THE, THE THROUGH LINE BETWEEN WHAT THAT MEANS FOR RETAIL? OH, YEAH. AND I MEAN, I THINK THAT, SO THE JULY DEMAND, YOU KNOW, EVEN AT THE HOTELS WE STILL HAD EMERGENCY RESPONDERS IN CERTAIN HOTELS, THERE WERE SORT OF NON LEISURE HOTEL RIGHTS. I CAN'T TELL YOU HOW MANY, I CAN JUST TELL YOU THAT THERE'S CERTAINLY MORE THAN WE TYPICALLY HAVE. SO JUST LOOKING AT HOTEL DEMAND ISN'T QUITE THE BELLWETHER FOR WHAT, YOU KNOW, REVENUE GENERATION AND ALL THE OTHER SECTORS WOULD LOOK LIKE, RIGHT. YOU MIGHT SEE PEOPLE IN THE HOTELS, THEY MIGHT BE AT SOME RESTAURANTS, BUT THEY'RE NOT DISCRETIONARY SPENDERS, UM, IN RETAIL AND KIND OF GALLERIES. SO, AND OBVIOUSLY WHEN WE HAVE LESS PEOPLE OVERNIGHT, THERE'S LESS PEOPLE GOING AROUND. BUT I THINK, I MEAN, WE TALKED A LITTLE BIT, I MEAN, YOU, YOU'VE GOT SOME FOOT TRAFFIC VERSE REVENUE AS WELL. YEAH. AND WE ACTUALLY HAD SOME OF THE FIREFIGHTERS COMING INTO OUR GALLERY AND BUYING PAINTINGS. YEAH. I MEAN THEY WERE, THEY WERE GOOD. EV EVERYTHING FELL OFF A CLIFF ABOUT JULY 15TH RIGHT. WHEN THE FIRE WAS BASICALLY OUT THEN. NOBODY HAS BEEN HERE SINCE LIKE JULY 15TH IN UPTOWN. YEAH. AND WHAT WE'VE SEEN IS, UM, BLOWER OCCUPANCY AND THEN HIGHER ADR R SO I WISH WE HAD A HOTELIER, UM, WHO COULD SHARE, UH, KIND OF FIRSTHAND KNOWLEDGE. BUT, UM, IT IS INTERESTING TO US, YOU KNOW, ESPECIALLY IN THOSE, UM, SALES AND BED TAX REPORTS THAT GO TO CITY COUNCIL WHEN OUR SALES AND BED TAX STILL SHOWS THAT IT'S RELATIVELY OKAY. UM, BUT WHEN ANDREW AND I LOOK UNDER THE HOOD AND WE SAY, OKAY, BUT OCCUPANCY WAS DOWN, WHICH MEAN RETAILERS ARE GONNA SEE LESS PEOPLE WALKING THROUGH AND UM, EVERYBODY HAS TO EAT. SO THE RESTAURANTS FEEL IT LESS THAN A RETAILER, BUT ESPECIALLY RETAILERS, UM, WHEN YOU SEE ADRS GO UP AND OCCUPANCY GO DOWN, RETAILERS ARE DEFINITELY GONNA HIT FEEL THAT THE HARDEST. YEAH. IT FEELS LIKE SOMETHING BESIDE THE FIRE, LIKE THERE'S SOMETHING ELSE. MM-HMM . WELL, AND YOU KNOW, WHAT I WAS LOOKING AT TODAY, ME AND ANDREW WERE NERDING OUT OVER THE COAST. OUR DATA GET THAT GETS SENT TO US, UM, IS THAT I WAS LOOKING AT THE VILLAGE AND THE VILLAGE OVER THE SUMMER PERFORMED, WELL, I SHOULD SAY SUMMER AS IF IT'S OVER, BUT, UM, DURING THE POCKET FIRE IT PERFORMED BETTER THAN IN SEDONA. AND PART OF OUR THINKING WAS THAT IT'S FURTHER FROM THE SMOKE. UM, BUT WHAT WAS INTERESTING THAT IS, IS THAT IN AUGUST, UM, THEY DID NOT SEE AS, UM, LARGE OF OCCUPANCY DROPS. UH, I THINK BECAUSE PRICE IS TOP OF MIND. AND SO YOU KIND OF SEE THE, THIS, THE GREATER SEDONA AREA AS WE CALL IT, WHICH IS, OR SEDONA PLUS, WHICH IS SEDONA 8 8 6 3, 3 6. AND THEN YOU'VE GOT, UM, YOU KNOW, THE VILLAGE AND SOMETIMES SEDONA PERFORMS BETTER AND SOMETIMES THE VILLAGE PERFORMS BETTER. AND RIGHT NOW IT, IT SEEMS THAT THE VILLAGE IS PERFORMING BETTER. AND THE ONLY THING I CAN THINK OF IS THAT IT'S, IT'S JUST THAT, UM, PRICE COMPARISON. AND WE ARE NOT SEEING THEIR ADRS GO UP LIKE THE SEDONA HOTELIERS ARE, AND I GET WHY THEY'RE GOING UP. THEY'RE TRYING TO JUST, YOU KNOW, GET, GET A LITTLE BIT MORE MEAT ON THE BONE. UM, BUT IT'S ALWAYS THAT DANCE, RIGHT, OF HOW HIGH DO I TAKE THE A DR WITHOUT TURNING OFF MY CUSTOMER AND, YOU KNOW, TRYING TO RIDE THAT WAVE. BUT YEAH, I THINK THE POINT ABOUT, UM, OTHER FACTORS IS PROBABLY THE HEAT. I MEAN, I, I, I REALLY, IF WE WERE LOOKING AT COMPARISONS, WE SHOULD LOOK BACK TO 2024 FOR INSTANCE, WHICH IS THE HOTTEST YEAR, UH, UM, IN, UH, SEDONA FOR THE LAST FIVE YEARS AND COMPARE THAT TO WHAT WE HAVE NOW. UM, I THINK THAT DOES MAKE A, YOU KNOW, THAT'S BEING OUT THERE ON THE TRAILS, YOU KNOW, WE SEE A LOT OF ACTIVITY UNTIL SEVEN, EIGHT O'CLOCK AND THEN PARKING LOTS ARE EMPTY AGAIN. AND SO I THINK THAT, YOU KNOW, PEOPLE COMING TO INTO TOWN, AS YOU MENTIONED, THE VILLAGE OF BOW CREEK, IT'S, IT'S KIND OF CLOSER TO THOSE PLACES THEY KNEW WERE OPEN, NO PROB IMPACT OF THE FIRE AND SO FORTH. SO THAT WAS MORE ATTRACTIVE FOR THOSE PEOPLE. UM, I WAS WONDERING, WHEN YOU LOOK AT OCCUPANCY, DO YOU LOOK AT PERCENT OF, OF ROOMS OR HOW DO YOU, HOW DO YOU, [00:45:01] HOW DO YOU ADDRESS THE OCCUPANCY? JUST NUMBER PURE NUMBERS OR WHAT'S YOUR QUESTION? WELL, IT'S, I MEAN, IF I HAVE A ONE ROOM HOTEL, I'M EITHER FULL OR I'M EMPTY. SO THE QUESTION IS, YOU KNOW, THERE'S BEEN QUITE A FEW, UM, THERE'S BEEN QUITE AN INCREASE I THINK IN HOTEL ROOMS OVER THE LAST THREE YEARS WITH THE RESIDENTS INS AND COURTYARD AND THE ELEMENT AND SO FORTH. SO ARE WE LOOKING AT, UH, JUST PURE PERCENTAGE OF EMPTY ROOMS OR ACTUAL OCCUPANCY? SO THERE ARE A COLLECTION OF HOTELS THAT REPORT TO SMITH TRAVEL RESEARCH, WHICH GOT PURCHASED BY COSTAR. THAT'S WHY LAUREN MENTIONED COSTAR DATA. BUT IT'S BEEN KIND OF KNOWN AS SMITH TRAVEL RESEARCH. THOSE HOTELS ARE REPORTING ACTUAL DATA FROM THEIR PERFORMANCE SHEETS. UM, THEY DON'T, NOTHING LESS THAN 10 ROOMS IS IN THAT DATA SET JUST TO BEGIN WITH. SO THE B AND BS I DON'T SEE IN, IN THERE, NOR DO I SEE ALL THE HOTELS. I'VE ALWAYS SHARED THAT THIS IS A SAMPLE SIZE OF THEM, BUT 80% OF THE HOTELS IN THE CITY, 80% OF THE HOTEL ROOMS IN THE CITY ARE ACCOUNTED FOR IN THAT, IN THAT DATA SET. AND I TYPICALLY HAVE BEEN REPORTING ON DEMAND RECENTLY, WHICH IS AGNOSTIC TO OCCUPANCY BECAUSE, UM, WHEN OUTBOUND SEDONA CLOSED, OH YEAH, IT ARTIFICIALLY DECREASED OUR OCCUPANCY BECAUSE IT TOOK SUPPLY OUT OF THE MARKET. SO LAST YEAR OUR OCCUPANCIES LOOKED A LOT BETTER THAN OUR PERFORMANCE. AND THIS YEAR THAT SUPPLY IS NOW BACK IN AND THAT'S WHY OUR OCCUPANCY IS LOOKING VERY MUCH LOWER YEAR OVER YEAR THAN IT KIND OF SHOULD. 'CAUSE YOU HAD THIS ARTIFICIAL CHANGE IN IT. BUT THE HOTELS REPORT TOTAL ROOMS, TOTAL ROOMS BOOKED AND REVENUE AND THROUGH THAT YOU CAN GET OCCUPANCY AND REVENUE PER AVAILABLE ROOM. SO THAT'S DIRECT DATA FROM THE HOTELS THAT ARE 10 OR MORE ROOMS. SURE. YEAH. UM, JUST AS AN EXAMPLE, MY HUSBAND'S FAMILY'S HOTEL IS IN THE VILLAGE OF OAK CREEK AND WE WERE DOWN 14% JULY OF JULY AND 21% FROM JULY OF 2024. YEP. YEAH, WE, UH, YEAH, 24, 24 PERFORMED BETTER THAN 25 AND 26 NOTICEABLY. AND OUR HOTEL IS THE, ONE OF THE MOST ECONOMICAL OPTIONS IN TOWN TOO. SO WE'RE, YOU KNOW, ATTRACTING THE MORE AFFORDABLE SEEKING GUEST. DO YOU HAVE ANY ANECDOTAL DATA FROM AUGUST? NO, BUT I CAN LOOK THAT UP RIGHT NOW. YEAH. AS THIS WAS HAPPENING I WAS LIKE, WELL, LEMME JUST LOOK THAT UP REAL QUICK. I'M SURE IT WON'T BE GOOD . YEAH, I'LL LOOK. ANY OTHER, SOME OF THE SMALLER HOTELS LIKE THE QUAIN AND THAT'S, THAT'S, THAT'S MORE THAN 10 ROOMS. THEY ARE IN THERE. YEP. YEAH, BUT THEY DON'T REPORT. OH, THEY DON'T REPORT. WE DON'T EITHER. AND WE'RE 31. WE GOOD TO MOVE ON? YEAH. OKAY, GREAT. AWESOME. SO, UM, AS WE MENTIONED, UH, THIS IS MORE OF AN UPDATE FOR YOU ALL, ALTHOUGH WE'D LOVE SORT OF FEEDBACK. UM, WE DID ALREADY PRESENT OUR STAFF REPORT TO CITY COUNCIL AND WE'RE GONNA PRESENT TO THEM ON TUESDAY, SEPTEMBER 8TH. YOU GOT IT. UM, BUT THIS IS MORE OF JUST AN UPDATE FOR YOU ALL AND AGAIN, JUST IF THERE'S ANYTHING YOU WANT US TO KINDA SHARE, UM, THIS IS KIND OF AN OPPORTUNITY FOR IT. BUT, UM, ALTHOUGH OUR ADVERTISING ALWAYS TARGETED HIGH INCOME HOUSEHOLDS, UH, WE DID START PILOTING TARGETING ADVERTISING TO A HIGH NET WORTH INDIVIDUAL AUDIENCE LAST WINTER. UM, ONE INTERESTING NOTE THAT, UM, IS THAT HIGH INCOME DOESN'T ALWAYS MEAN HIGH WORTH, HIGH NET WORTH, RIGHT? UM, WE TYPICALLY SEE A BIG PROPORTION OF OUR VISITORS BE LIKE ZERO TO 50 K, WHICH TELLS ME THAT THEY'RE PROBABLY MORE IN LIKE THE RETIREE SECTION OR THERE'S SOME REASON HOW THEIR INCOMERS REPORTING A CERTAIN WAY. 'CAUSE THAT JUST SEEMS LIKE A, IF YOU'VE GOT 50 K OR LESS, SEDONA MAY NOT BE THE DESTINATION FOR YOU, ESPECIALLY THE NUMBERS THAT WE SEE. SO, UM, THAT'S ONE WAY THAT WE CREATE AUDIENCES. UM, BUT AGAIN, WE'VE ALWAYS BEEN TARGETING HIGH INCOME HOUSEHOLDS, BUT WHEN WE, YOU KNOW, GOT THE FEEDBACK FROM THE INDUSTRY TO START TO LOOK AT KIND OF HIGH NET WORTH INDIVIDUALS, UM, AND REALLY CAN WE MAKE A MORE CONCERTED EFFORT TOWARDS THAT? AS I MENTIONED, WE WORK WITH OUR AGENCY, THEY GEOFENCED ESSENTIALLY LIKE THE TOP 1% OF HOTELS ACCORDING TO AMERICA EXPRESS ACROSS THE COUNTRY. UM, THEN KIND OF FOLLOW THEM BACK HOME THROUGH AN ANONYMOUS DEVICE. AND THEN WE STARTED TO MARKET TO THEM. AND THAT'S REALLY WHAT THIS AUDIENCE IS. UM, IT'S NOT A HUGE AUDIENCE IN TERMS OF KIND OF SAMPLE SIZE COMPARED TO LIKE OUR, OUR OTHER AUDIENCES OF PAST VISITORS AND LOOKALIKES. BUT AGAIN, AS AN AUDIENCE THAT WE WERE ASKED TO CREATE AND THAT WE PILOTED, UM, AND WE'RE HERE TO KIND OF GIVE YOU A QUICK UPDATE ON IT AND WHY WE'RE GONNA GO TO COUNCIL AND, UM, PROPOSE THAT WE CONTINUE IT. UM, BUT I THINK BRETT, I THINK ABOUT YOU AND I GIVE THIS SUB BULLET IF THIS AUDIENCE SPENDS MORE PLANS DIFFERENTLY AND CAN TYPICALLY STAY LONGER, UM, I CAN'T GUARANTEE THAT THEY ARE STAYING LONGER WITH US, BUT THEY CERTAINLY HAVE THE ECONOMIC MEANS TO. UM, BUT THEY CERTAINLY CAN SPEND MORE AND PLAN DIFFERENTLY. AND WHEN I MEAN PLAN DIFFERENTLY, THEY TEND TO DO A LOT MORE PLANNING AT THE START OF THE YEAR. UM, THEY'RE A LITTLE BIT LESS KIND OF LIKE, OH, LET'S JUST GO TO THIS PLACE THIS WEEKEND. WHERE AM I GOING? THEY SORT OF HAVE THEIR CALENDARS PLANNED OUT A LITTLE [00:50:01] BIT, A LITTLE BIT MORE THAN, THAN A TYPICAL VISITOR. UM, AND THEN WE CONTINUED THIS PILOT IN SUMMER OF 2026, AS I MENTIONED. UM, AND THAT WAS THE FIRST TIME WE CREATED ADVERTISING SPECIFIC TO THIS HIGH NET WORTH INDIVIDUAL AUDIENCE. AND THEN I THINK IT WAS BACK TO YOUR COMMENTS, GREG, WHERE UM, YOU KNOW, THE TAB HAD ACTUALLY RECOMMENDED THAT, UM, WE PUT THE A HUNDRED THOUSAND DOLLARS INTO OUR BASE BUDGET PROPOSAL TO CITY COUNCIL, UM, CITY STAFF, YOU KNOW, CHOSE TO KEEP IT IN THE DECISION PACKAGE. AND THEN WHEN WE PRESENTED IT TO CITY COUNCIL WITH THE COMMENTS THAT THE TAB HAD MADE THAT RECOMMENDATION, CITY COUNCIL THEN TOOK HALF OF OUR DECISION PACKAGE AND PUT IT INTO OUR BASE BUDGET. SO, UM, KIND OF FUNNY, FUNNY CHAIN OF EVENTS THERE. BUT WE'RE PLEASED TO BE ABLE TO KIND OF HAVE THIS FUNDING IN OUR, IN OUR BUDGET AS PER RECOMMENDATION FROM THE TAB AND WITH THE SUPPORT OF CITY COUNCIL TO CONTINUE THIS FOR FY 27. NOW, AS I MENTIONED, IN ADDITION TO HOW WE CREATED THE AUDIENCE, WE DO HAVE ALL THE SEDONA HOTELS GEOFENCED, UM, AND WE CAN REPORT ON WHO'S STAYING WHERE WHEN THEY COME HERE. UM, AND THEN WE HAD OUR KIND OF DATA FIRM THAT DVA WORKS WITH, WE HAD THEM LOOK AT, OKAY, HOW IS THIS AUDIENCE STAYING AT EACH OF THESE HOTELS, UM, TO REALLY SEE, YOU KNOW, IS THIS AUDIENCE STAYING AT HIGHER END HOTELS COMPARED TO OUR, OUR FULL AUDIENCE? UM, 'CAUSE THAT'S SORT OF THE WAY THAT WE CREATED THIS, IS THAT WE FOUND FOLKS THAT STAYED AT HIGH-END HOTELS AND THEN WE WOULD HOPE THAT IF WE FOLLOWED THEIR BREADCRUMBS BACK TO SEDONA, THEY WOULD DO THE SAME. SO, UH, WE TOOK OUR WINTER CAMPAIGN, UM, PUSHED THE ATTRIBUTION DATES OUT A COUPLE MORE MONTHS JUST TO GIVE US MORE, MORE DATA TO PLAY AROUND WITH. AND THEN WE LOOKED AT WHAT HOTELS THE HIGH NET WORTH AUDIENCE STAYED AT AND COMPARED IT TO THE FULL AUDIENCE THAT INCLUDED THE HIGH NET WORTH. EXACTLY. SO EVERYTHING YOU'RE GONNA SEE TODAY IS ACTUALLY, UM, A CONSERVATIVE ESTIMATE. YEAH. 'CAUSE THE HIGH NET WORTH IS IN THE COMPARISON. SO WE JUST SAID HOW DID THE WHOLE CAMPAIGN PERFORM IN TOTALITY AND THEN HOW DID THE HIGH NET WORTH PERFORM? UM, SO I'LL JUST GO THROUGH THE TABLES ON THE RIGHT. SO, UM, THE HIGH NET WORTH AUDIENCE WE GOT, UM, 868 VISITOR DAYS AT HOTELS. AND THEN WE LOOKED AT, OF THE TWO AUDIENCE, LET'S JUST, WE DREW A LINE AT THE TOP 15 HOTELS FOR EACH AUDIENCE. AND THEN WE HAD A LIST OF WHAT WE'RE CALLING KIND OF TARGET HOTELS, WHICH IN THIS CASE I LOOKED FORWARD FOR THE WINTERTIME AND LOOKED AT THEIR ADRS FOR A FRIDAY IN JANUARY. AND YOU KNOW, THAT'S PRETTY CON THE NUMBERS OF THE A DR MIGHT CHANGE. SO THESE ARE SORT OF FOR THIS EQUATION THAT WE DID. BUT YOU KNOW, IT KINDA SHOWS YOU WHERE THE HOTELS STAND IN TERMS OF PRICING. ANY HOTEL THAT WAS OVER $400 A DR WAS PUT INTO THAT KIND OF TARGET LIST. ANYTHING BELOW THAT WASN'T. SO THAT'S KIND OF THE LINE THAT WE DREW IN TERMS OF A DR, BUT YOU CAN IMAGINE IT'S THE AMBIENTES, THE LEBERTS, THE RESORT AND SPAS ARE. SO, BECAUSE THIS IS JANUARY, THIS IS JANUARY, YEAH. YEAH. NOT MARCH WHEN IT'S YOU KNOW, $1,200 TO SAY AT AMTE, LET'S GET MUCH, LET'S GET MUCH HIGHER WHEN YOU GET INTO SPRING. YEAH. BUT THIS WAS LOOKING AT IT, YOU JUST SAYING, HEY, THIS COMING WINTER, YOU KNOW, HOW DO WE THEN JUST KIND OF VALIDATE WHICH HOTELS TO PUT WHERE? UM, SO 868 TOTAL VISITOR DAYS AT HOTELS ON HIGH NET WORTH. 731 OF THOSE DAYS WERE THE TOP 15 HOTELS. THEY WERE PRETTY CONCENTRATED IN, IN 15 OF THEM. UM, SO 84% OF THE TOTAL STAYS WERE IN THE TOP FOUR 15. AND THEN 364 OF THOSE STAYS WERE IN THE HIGHER END HOTELS. SO 50% OF THE FOLKS THAT WE HAD TARGETED IN THIS AUDIENCE CAME AND STAYED AT THE TARGET HOTELS. UM, WHEN WE LOOKED AT THE FULL AUDIENCE, YOU KNOW, IT'S OBVIOUSLY MUCH BIGGER NUMBERS 'CAUSE IT HAD EVERYBODY. UM, BUT IT ENDS UP BEING, YOU KNOW, OF 54% OF THOSE TOTAL STAYS WERE IN THE TOP 15 HOTELS. BUT THEN WITHIN THE TOP 15, ONLY 25% OF THE STAYS WERE IN THE TARGET HOTELS. SO WHAT WE ESSENTIALLY FOUND WAS THAT OUR HIGH NET WORTH WAS A HUNDRED PERCENT MORE LIKELY TO STAY AT THE TARGET HOTELS. BUT, YOU KNOW, ULTIMATELY 50% OF THEM STAYED AT TARGET HOTELS, 25% OF THE FULL AUDIENCE STAYED AT TARGET HOTELS. SO WE'RE SEEING KIND OF THIS PLAY OUT IN THE RIGHT DIRECTION, UH, THAT WERE SORT OF FINDING FOLKS THAT STAY AT, STAY AT HIGHER END HOTELS AND THEN WE'RE SEEING THEM BE MUCH MORE LIKELY TO STAY AT HIGHER END, HIGHER END HOTELS IN SEDONA. SO IN YOUR MARKETING PROGRAM THEN, ARE, ARE YOU, I MEAN, ARE YOU SUGGESTING TO THE TARGETED AUDIENCE THAT THESE ARE THE HOTELS THEY SHOULD STAY AT? OR YOU DON'T, YOU'RE NOT ACTUALLY MARKETING THE HOTELS, YOU JUST, SO WE HAVE, WE HAVE A, SO WE HAVE GOT ADS THAT ARE KIND OF, YOU'VE SEEN 'EM, I JUST SHOWED 'EM ON THE PREVIOUS SLIDE, AND THEN WE'VE GOT A LANDING PAGE THAT'S SORT OF MORE TARGETED TO A HIGHER END CLIENT. BUT WE DON'T TYPICALLY SAY THESE HOTELS YOU HAVE TO STAY AT. SO IF THEY, IF THEY FILL OUT THE QUESTIONNAIRE AND IT SENDS THEM TO THE HIGH END, UM, MARKETING COMPOUND, UH, [00:55:01] CAMPAIGN, THEN IT DOESN'T, IN THAT SCENARIO, IT DOESN'T DIRECT THEM TO ANY PARTICULAR HOTELS. WE DON'T PRIORITIZE INDIVIDUAL BUSINESSES AND WE DON'T SEND OUT QUESTIONNAIRES. UM, KIND OF A PHILOSOPHY THAT WE'VE TRIED TO STICK TO AND, AND WE'RE NOT A HUNDRED PERCENT ON THIS, BUT WE DO TRY AND LET THE CHAMBER MARKET THE INDIVIDUAL BUSINESSES SO THAT THEY CAN HAVE THEIR LANE AND WE MARKET THE DESTINATION SO THAT WE CAN HAVE OUR LANE. UM, DID WE HAVE, AS A SOUNDBITE, DID WE HAVE THE, OUR, OUR, OUR HIGH NET WORTH AUDIENCE VISITORS, ARE THEY TWICE AS LIKELY TO STAY IN A, UM, TOP 15 HOTEL? YES, I WOULD SAY. OKAY. COMPARED TO THE FULL AUDIENCE. YES. I JUST WAS HOPING, YEAH. I WANTED A SOUND BITE. YEAH, BECAUSE THAT'S AN EASY THING TO REPEAT. YEAH. YEAH. DO YOU GET LIKE TWICE MORE LIKELY OR A HUNDRED PERCENT MORE LIKELY? I DON'T LIKE A HUNDRED PERCENT. THAT REALLY, THAT'S MAKES ME CONFUSED. . WELL, NOTHING. 1.99% MORE LIKELY, BUT YEAH. WHERE YOU HAVE YOUR $190 DAILY SPEND, UM, THAT YOU CALCULATE WILL MM-HMM . WILL YOU BE ABLE TO CALCULATE THAT FOR THIS GROUP? SO, SO THAT'S, THAT'S A GREAT QUESTION, BRETT. UM, I THINK THAT, SO LEMME GET THESE LAST TWO BULLETS AND I'M, YEAH. THEN I'LL COME BACK TO THAT BECAUSE I, I DO THINK, THINK YOU'RE ONTO SOMETHING THAT WE'VE BEEN THINKING ABOUT. SO, AND I THINK WE'RE GONNA BE ABLE TO DO IT MOVING FORWARD TO SOME EXTENT BECAUSE NOW THAT WE KNOW, WE CAN LOOK AT THE SPECIFIC HOTELS PEOPLE ARE STAYING AT AND THEN, YOU KNOW, WE CAN START TO DOCUMENT THE ADRS DURING THE TIME SEQUENCE AS, AS BEST WE CAN. I WON'T BE ABLE TO DO IT LIKE SMITH TRAVEL 'CAUSE THAT'S, I CAN LITERALLY PUT IN DATES AND IT GIVES IT OUT TO ME. BUT I'M LOOKING FORWARD INTO THE FUTURE BY TRYING TO REPORT ON THE PAST AND I'D RATHER REPORT ON IT KIND OF ALL THE SAME TIME. BUT WHAT WE FOUND WAS THAT WHEN I LOOKED AT TOTAL VISITATION AT THE ADRS THAT I FOUND, I BASICALLY DID SOME BACK OF THE NAPKIN ECONOMIC IMPACT, WHICH AGAIN, BACK THE NAPKIN. 'CAUSE I PULLED, I PULLED NUMBERS FROM THE FUTURE. BUT FOR THIS EQUATION IT WORKED. UM, WE SAW THAT THE AVERAGE DAILY RATE FOR THE HIGH NET WORTH WAS 4 57 COMPARED TO 3 34 FOR THE FULL AUDIENCE, AT LEAST IN THAT TOP 15 MM-HMM . SO WHEN WE GO BACK TO SLIDES LIKE THIS, YEAH. YOU KNOW, WE'RE CONSIDERING THE HIGH NET WORTH AUDIENCE TO BE AKIN TO THE FULL AUDIENCE IN TERMS OF ITS ADR. SO I WOULD ARGUE THAT WE'RE UNDERREPORTING THE VALUE OF THAT AUDIENCE. RIGHT. AND YOU SAID THAT WAS CONSERVATIVE? YEAH. YEAH. SO I MEAN, THAT WOULD BE THE WAY THAT I THINK WE CAN, THAT WE FEEL COMFORTABLE DOING IT, UM, IS GONNA BE IN THE KIND OF MOVING FORWARD ONCE WE START ON OCTOBER ONE AFTER WE MEET WITH COUNCIL, BEING ABLE TO MAYBE CREATE A CUSTOM A DR FOR THE HIGH NET WORTH AUDIENCE. UM, THAT FEELS SOMETHING THAT I THINK I'M RIGHT NOW COMFORTABLE WITH DOING. UM, THERE ARE, THERE ARE SPENDING MODULES WITHIN THINGS LIKE DATA FI THAT, YOU KNOW, AS I MENTIONED, WE LOOKED AT THE ONE 90 AND THEN I'VE LOOKED AT SOME COMPARISONS FROM, YOU KNOW, SOME OTHER THINGS. THEY MODEL THEIR DATA AND WE TYPICALLY DON'T LIKE MODEL DATA HERE. UM, JUST 'CAUSE THERE'S CHALLENGES WITH IT. UM, AND WE LIKE KIND OF ONE-TO-ONE, WHICH IS WHY WE ONLY REPORT ON DEVICES THAT WE ACTUALLY SEE. AND WE KNOW THAT WE'RE ABLE TO CAPTURE LESS DEVICES, WHICH IS ALSO A CONSERVATIVE REPORT, BUT WE DON'T MODEL OUR DEVICE COUNT. SO DEVICE COMES IN, WE SEE IT, WE COUNT IT, UM, WE ARE LOOKING AT, YOU KNOW, WHAT'S THE AVERAGE DAILY SPEND IN SOME OF THESE MODELS. UM, BUT UM, THAT'S GOING TO BE A LITTLE BIT LESS OF A DIRECT REPORT. IT'S GONNA BE MAKING SOME ASSUMPTIONS AND WE DON'T LIKE TO DO THAT HERE, BUT IT'S SOMETHING WE'RE LOOKING INTO BECAUSE WE DO THINK THAT, AGAIN, WE CAN SHOW THAT THEY'RE STAYING AT HIGHER END HOTELS, WHICH MEANS THEY'RE SPENDING MORE ON THEIR HOTELS. AND WE CAN, I CAN SHOW YOU HOW I CAN GET TO THAT. UM, CAN I GET A DIFFERENT SPEND PER DAY? I'M NOT SURE RIGHT NOW WITH, WITH KINDA WHAT WE HAVE. NO, BUT THERE ARE SOME NUMBERS IN THERE AND YOU'RE OBVIOUSLY HEADED IN THE RIGHT DIRECTION THAT OVER TIME WHEN THESE NUMBERS, THAT 8 68 INCREASES. YEP. YOU WILL START TO SEE ANOTHER NUMBER SHOW UP IN THERE, I'M SURE. BUT IT'S GONNA TAKE SOME TIME. YEAH. MM-HMM . MM-HMM . SO, GREAT. YEAH. THIS WAS, UM, JUST SO I CAN GIVE THE HIGH LEVEL OVERVIEW, THIS WAS SOMETHING THAT WE HAD BEEN, UM, KIND OF, UH, HONING IN ON WITH DVA TRYING TO UNDERSTAND. UM, YOU KNOW, WE, WE KNEW THAT IT WAS WORTH PILOTING. UM, AND WE KNEW THAT IT WAS, UH, AND WE KIND OF HEDGED OUR BETS THAT IT WAS WORTH PITCHING TO CITY COUNCIL TO HAVE ALWAYS ON, UM, FOR THE WHOLE YEAR. AND THEY, UM, OBVIOUSLY GREENLIGHTED THAT FOR OUR BUDGET. AND THEN, UM, JUST A COUPLE WEEKS AGO WHEN WE CAME, YOU KNOW, WE WERE CRUNCHING ALL THESE NUMBERS AND CRUNCHING ALL THE HOTELS AND, UM, YOU KNOW, SEEING THIS IS, IS REALLY EXCITING FOR US. 'CAUSE WE FEEL, YOU KNOW, PART PART OF OUR JOB IS TO MAKE SURE THAT WE'RE, UM, YOU KNOW, A, A GOOD STEWARD OF TAX DOLLARS. AND TO US THIS FELT LIKE, OKAY, THIS IS ACTUAL REAL DATA THAT SAYS, UM, NOT ANECDOTES, BUT REAL DATA THAT [01:00:01] SAYS THAT WHEN WE TARGET THESE PEOPLE, UM, THEY STAY AT MORE EXPENSIVE HOTELS. UM, AND THAT'S A, YOU KNOW, A STRATEGY OF OUR ENTIRE TOURISM PROGRAM IS TO, UM, YOU KNOW, MAKE SURE THAT WE'RE TARGETING THE RIGHT PEOPLE IN THE RIGHT WAYS. SO IT'S EXCITING FOR US. CAN YOU TELL US AGAIN THE DATES THAT THIS COVERS? OH, JULIE, IT WOULD'VE BEEN OCTOBER 17 TO, I'VE ASKED THE AGENCY FOR THE EXACT DATE. I THINK IT'S SOMEWHERE IN MAYBE MAY. YEAH. WE, WE, THAT IS ACTUALLY AN OUTSTANDING QUESTION THAT WE HAVE WITH DBA AND I NEED THE ANSWER TO, YOU KNOW, THE COUNCIL WILL ASK YOU EXACTLY. WE ARE GETTING THAT ANSWER BY NOON TOMORROW. YES. . OKAY. YES. SO, SO THE INTENTION OF THE, OF THE CAMPAIGN THEN IS TO RAISE THAT 8 68 UP. UM, SO WE HAVE, WELL, WE HAVE TWO DIFFERENT CAMPAIGNS, RIGHT? WE HAVE OUR, OUR NORMAL CAMPAIGN THAT WE WILL ALWAYS COME TO YOU AND PITCH DURING OUR SEASONS. AND THEN WE HAVE THAT ALL, WE'RE CALLING IT ALWAYS ON, WHICH MEANS THAT ALL YEAR LONG WE ARE MARKETING, UM, A HUNDRED THOUSAND DOLLARS THE WHOLE YEAR, NOT PER MONTH, UM, TO JUST THAT HIGH NET WORTH AUDIENCE. AND OUR, OUR THINKING WITH THAT IS THAT, YOU KNOW, WE HAVE THESE CAMPAIGNS AND THEY'RE GREAT AND WE OBVIOUSLY THEY'RE EFFECTIVE AND WE'RE GETTING GOOD ROI FOR IT. BUT FOR THE HIGH NET WORTH AUDIENCE WHO DOES PLAN THEIR VACATION A LONG TIME OUT, IS IT, IS IT FAIR TO SERVE THEM AN AD AND THEN TURN OFF OUR ATTRIBUTION? SO TURN OFF THAT, THAT TRACKING OF IF THEY COME AND MARKET, IS IT FAIR THAT WE TURN IT OFF ON FEBRUARY 28TH? SO WE SERVED THEM AN AD IN NOVEMBER AND MAYBE THAT, THAT MADE THEM THINK, YOU KNOW WHAT, NEXT NOVEMBER I'M GONNA COME TO SEDONA. AND SO OUR, OUR THOUGHT WITH IT IS THAT IT, THAT IT'S SUCH A VALUABLE AUDIENCE, UM, BECAUSE THEY ARE SPENDING MORE, UM, AND SUPPORTING OUR BUSINESSES MORE PER DOLLAR, UH, THAT IT WOULD BE NICE TO HAVE THAT ON ALL YEAR ROUND SO THAT WE CAN HAVE A BETTER UNDERSTANDING OF WHAT THAT ATTRIBUTION LOOKS LIKE AND, AND, UM, MEET THEM WHERE THEY'RE AT. YOU KNOW, WE WANNA, WE WANNA PLANT THE SEED EARLY WITH THEM SO THAT THEY CAN COME IN A YEAR. AND THAT'S OKAY WITH US. YOU KNOW, THAT'S, SO THIS DOES, DOES NOT COVER THIS SUMMER, EVEN THOUGH YOU'RE CONTINUING TO ADD WE HAVEN'T GOTTEN THOSE SUMMER YET. INTERESTING TO SEE WHAT THE RESULTS ARE FROM JUNE, JULY, AUGUST. YEP. YEP. FOR SURE. YEAH, EXACTLY. AND, AND AGAIN, I MEAN, I THINK THAT OUR, WHEN WE ASKED TVA, THEY SAID OUR LUXURY AD WAS ONE OF THE HIGHEST PERFORMING, RIGHT? IT WAS, UH, IT WAS THE HIGHEST PERFORMING AD WAS, UM, OUR LUXURY AD. NOW THAT WAS SERVED TO A SMALLER AUDIENCE, BUT THE CLICK THROUGH RATE WAS THE HIGHEST ON OUR LUXURY AD. UM, IT GOT MORE EYEBALLS IN OUR NORMAL, UM, CAMPAIGN, BUT THE CLICK THROUGH RATE WAS GREAT ON THAT. YEAH. DO WE KNOW WHAT CITIES THEY WERE FROM? OUR CAMPAIGN CITIES? OH, JUST ALL HOUSTON. YEAH. AND THEN, UM, BUT I THINK TO, TO YOUR POINT, JULIE, THE, THE WINNER CAMPAIGN, ALTHOUGH WE CREATED THE AUDIENCE, WE DIDN'T HAVE CUSTOM CREATIVE. THAT'S RIGHT. SO THIS WAS THIS SUMMER WE SERVED UP ADS SPECIFIC TO IT AND IT'S, IT'S BEEN SOMETHING THAT OBVIOUSLY LIKE, YOU KNOW, THIS IS PART OF OUR, OUR GROWTH AS GROWTH AS A DMO. AND JUST FOR, FOR KIND OF CONTEXT, OUR, OUR FRIENDS HAVE BEEN DISCOVER FLAGSTAFF, I THINK THEY TOLD ME ONE TIME, THEY RUN 10 CONCURRENT CAMPAIGNS AT ONCE, WHICH IS A LOT. THAT'S THEIR STRATEGY, RIGHT? I MEAN, WE'VE BEEN RUNNING SEASONAL CAMPAIGNS AND THEN WE'VE DONE KIND OF THE ZERO THING, UM, THAT'S KIND OF MORE TIME-BASED. BUT UM, THIS IS KIND OF THE FIRST TIME WE'VE NOW HAD KIND OF TWO CAMPAIGNS IN THE SAME CREATIVE, BUT WITH TWO DIFFERENT STRATEGIES HAPPENING. AND, YOU KNOW, I THINK WE REALLY FINALLY DID THAT THIS SUMMER, EVEN THOUGH WE PILOTED THE CREATION OF THE AUDIENCE, CREATING OUR OWN AD SET. AND THEN AS WE LOOK TO WINNER, UM, ALTHOUGH IT'S, YOU KNOW, GONNA LAUNCH AT THE SAME TIME, WE'RE GONNA HAVE MORE THAN ONE, MORE THAN ONE OR TWO AD SETS. SO IT KIND OF CONTINUE TO BUILD OUT THE MORE CUSTOM CREATIVE FOR THAT CUSTOM AUDIENCE. UM, JUST TO CIRCLE BACK ON THE OCCUPANCY QUESTION. SO WE WERE 5% OFF OF LAST YEAR AND 12% OFF OF 2024, WHICH ISN'T ACTUALLY NOT AS BAD AS I WAS EXPECTING ANECDOTALLY. SO, AND YOU WERE SOFTER, YOU WERE EVEN MORE OFF THAT IN JULY, RIGHT? YEAH, YEAH. WE WERE 16% OFF OF THAT, OR 14% OFF IN JULY. YEAH. WHICH WOULD SUPPORT WHAT I SAW IN THE DATA FROM TODAY, COMPARING THE VILLAGE TO SEDONA, WHICH IS THAT THE VILLAGE SUFFERED LESS, STILL SUFFERED, BUT THEY SUFFERED LESS COMPARED TO SORT OF PROPER IN AUGUST. IN AUGUST. YEAH. UH, YEAH. I GUESS ONE MORE SOUNDBITE FOR LAUREN. THE A DR FOR THE HIGH NET WORTH IS SIX 36% HIGHER THAN THE FULL AUDIENCE. THANK YOU FOR THAT. I FIGURED YOU WANTED THAT SOUNDBITE. SOUNDBITE. THAT'S HIGH IN MY NOTES. UM, SO YEAH, SO THE, UM, JUST REFLECTIONS ON THIS. THE HIGH NET WORTH AUDIENCE DOES STAY AT HIGHER END HOTELS MORE OFTEN THAN THE FULL AUDIENCE DOES. THEY ARE TWICE AS LIKELY. MM-HMM . UM, THIS GENERATES A HIGHER IMPACT, HIGHER ECONOMIC IMPACT PER NIGHT. UM, ALTHOUGH IT IS OUR STILL OUR SMALLEST AUDIENCE, IT STILL GENERATES A RETURN ON INVESTMENT. UM, [01:05:01] AND THEN TO YOUR POINT, BRETT, WE'RE EXPLORING WAYS TO ADJUST THE CALCULATION FOR HIGH NET WORTH TO ACCOUNT FOR THIS HIGHER SPEND. AND WE DO EXPECT THAT A LONGER ATTRIBUTION WINDOW WILL CAPTURE MORE RETURN ON INVESTMENT JUST GIVEN KIND OF PLANNING CYCLES. AND THEN WE WILL PRESENT THIS STRATEGY TO CITY COUNCIL ON SEPTEMBER 8TH, A TUESDAY, AND PREPARE TO ACTIVATE THE HIGH NET WORTH CAMPAIGN ON OCTOBER ONE WITHIN THE REDEFINED DESERT CREATIVE. AND THEN, UM, OUR PROPOSAL TO CITY COUNCIL IS THAT THEN, YOU KNOW, COME FEBRUARY 16 WHEN WE TURN OFF THE WINTER CAMPAIGN AND SORT OF SAY GOODBYE TO REDEFINED DESERT, WE'VE GOT THAT NEW CAMPAIGN CREATIVE CONCEPT IN PLACE THAT WE CAN TURN ON, UM, THAT AGAIN, WON'T HAVE A SEASONAL CALL TO ACTION. 'CAUSE WE DIDN'T, CAN'T SAY REDEFINE YOUR WINNER IN MID-FEBRUARY. SO, AND THEN HERE'S SOME OF THAT, UM, EXAMPLE CREATIVE THAT WE'VE GOT IN THE WORKS FOR THIS ONE. SO THAT'S THE HIGH NET, HIGH NET WORTH CREATIVE FOR OCTOBER ONE. ALRIGHT, SO WE'RE ON A TOURISM PLAN. GET READY FOR A LOT OF WORDS, EVERYBODY. UM, YEAH. OKAY. UM, ALL RIGHT. SO, UH, JUST GOING KIND OF BACK IN TIME, THE 2024 SIT ON TOURISM PLAN WAS IN THE WORKS BEFORE I STARTED THIS JOB ON JULY ONE OF 24. UM, BUT HUGE LIFT BY THE TEAM HERE. HUGE LIFT FROM THE TAB. THANK YOU TO THOSE THAT WERE ON THE TAB AT THAT TIME. UM, AS WELL AS I KNOW THAT THERE WAS AN AGENCY CALLED THE CARIO GROUP, UM, THAT WAS WORKING WITH THE CITY BEFORE I GOT HERE. UM, THE INITIAL PLAN WA WELL IT WAS APPROVED BY CITY COUNCIL ON AUGUST 14TH, 2024. AND IT WAS TRULY A TWO YEAR ROADMAP TO BRING THE NEW D-A-M-M-O DESTINATION MARKETING MANAGEMENT ORGANIZATION TO FRUITION WITHIN THE CITY OF SEDONA. UM, AND REALLY I THINK, YOU KNOW, AS, AS, AS I GOT INTO THIS SEAT HERE AND WAS LOOKING AT THIS, UM, YOU KNOW, I REALLY LOOK AT THIS SEDONA TOURISM PLAN AS A PUBLIC WORK PLAN FOR HOW THE CITY'S MAKING INVESTMENTS IN THE SEDONA TOURISM INDUSTRY WITH THE GOAL OF STRIKING A BALANCE BETWEEN A HIGH QUALITY OF LIFE FOR RESIDENTS, A THRIVING ECONOMY, AND PROTECTION OF THE NATURAL AND BUILT ENVIRONMENT. UM, THE STRUCTURE ITSELF, AS YOU'VE HEARD ME PROBABLY SAY IN THE PAST, FOLLOWS A TRIPLE BOTTOM LINE PLUS STRUCTURE, WHICH SORT OF SPEAKS TO I THINK, THAT KIND OF BALANCE THAT WE'RE TRYING TO STRIKE. AND I DO DO USE THE WORD BALANCE INTENTIONALLY. UM, THE INITIAL PLAN WAS BROKEN INTO FOUR PILLARS, 17 INITIATIVES AND 60 ACTION STEPS. UM, MANAGE AND STEWARD THE DESTINATION IS WHAT WE CALLED THE ENVIRONMENTAL PILLAR. OPTIMIZE ECONOMIC IMPACT IS WHAT WE CALLED THE ECONOMIC PILLAR. ENHANCED COMMUNITY ENGAGEMENT WITH TOURISM WAS WHAT WE CALLED THE SOCIAL PILLAR. AND THEN STRENGTHEN THE ORGANIZATION WAS TIME-BASED FROM OUR PERSPECTIVE, INITIALLY IT WAS REALLY HOW DO WE GET THIS DMO UP AND RUNNING? AND THAT'S WHY WE PROPOSED A NEW PILLAR ONCE WE GET THERE IN THIS PRESENTATION. UM, BUT THEN AGAIN, DURING THE MAY 6TH TAB MEETING, WE DISCUSSED KINDA INITIALLY JUST TO GIVE ME SOME FEEDBACK FROM YOU ALL BEFORE I JUMPED IN TO THE LINES DEN AND WAS WORKING ON A PLAN. UM, YOU KNOW, COULD WE LOOK AT THIS AS A, AS A FOUR YEAR PLAN INSTEAD MAKE IT A LITTLE MORE LONGER OUT, A LITTLE MORE ASPIRATIONAL, UM, GIVE US A LITTLE MORE RUNWAY TO KIND OF, KIND OF BE ABLE TO IMPLEMENT IT. UM, AND THEN WE ALSO DISCUSSED, AS I MENTIONED, REPLACING THE, TO STRENGTHEN THE ORGANIZATION PILLAR WITH AN ENHANCE THE SEDONA EXPERIENCE PILLAR. AND THEN, UM, THE GOAL HERE IS THAT THE 2026 PLAN WILL SET STRATEGIC PRIORITIES AND A PUBLIC WORK PLAN FOR THE NEXT FOUR YEARS THAT BUILDS ON THE 24 PLAN, BUT ALSO ACKNOWLEDGES THE EVOLVING ROLE OF THIS ROLE OF THE CITY'S DMMO. UM, THERE'S CERTAINLY A LOT OF THINGS THAT WEREN'T IN THE FIRST PLAN, AND THAT WAS DUE TO CAPACITY AND KIND OF WHAT THE PRIORITY WAS. I THINK THIS PLAN IS, UM, MORE AKIN TO WHAT YOU WOULD TYPICALLY SEE A DMO TOURISM PLAN LOOK LIKE. UM, AND THAT'S BECAUSE WE LOOKED AT OTHER TOURISM PLANS TO MAKE SURE THAT WE WERE KIND OF LOOKING AT CURRENT BEST THINKING AND WOULD BE ABLE TO PULL IT IN. UM, SOME OF THESE ARE ONES THAT I WAS A PART OF IN A PREVIOUS LIFE, BUT IT WAS GOOD TO KIND OF OPEN THEM BACK UP. UM, SOME OF THEM ARE JUST DMO THAT I'M, HAVE A LOT OF RESPECT FOR. MAYBE I MET WITH THEM AT DESTINATIONS INTERNATIONAL, LIKE LANE COUNTY. MY FRIENDS THERE SAID THEY CAME OUT WITH A NEW PLAN. I WAS LIKE, OH, LEMME LOOK AT THAT. I, AND THEN WE DID WORK WITH DVA. WE PULLED IN, UM, SOME CRISIS COMMUNICATION THINKING INTO THIS ONE, AS I'M SURE YOU SAW, UM, LOOKED AT A PLAN THAT THEY HAD MADE FOR, UM, AN OREGON DESTINATION. SO WE'RE HAVE TO LOOK AT QUITE A FEW OF THOSE. AND THEN, UM, ALL PLANS ARE REALLY ROOTED IN SOME LEVEL OF PUBLIC ENGAGEMENT AS WELL AS IT'S SORT OF A, A LITERATURE REVIEW OF OTHER TOURISM PLANS AND THEN, UM, COMMUNITY INPUT AS WELL AS JUST KIND OF STAFF WORK. BUT, UM, OBVIOUSLY OUR TOURISM ADVISORY BOARD MEETINGS, YOU ALL HAVE A HUGE SAY IN THE DIRECTION OF THIS OFFICE AND A LOT OF WHAT YOU SAY ENDS UP IN SOME WAY, SHAPE OR FORM IN OUR WORK PLAN. UM, SEDONA LODGING COUNCIL MEETINGS, ADAM AND I GO TO THOSE, UM, JUST LIKE THEM. THEY'RE MOSTLY MONTHLY, BUT I CAN'T SAY THEY'RE MONTHLY 'CAUSE THEY'RE NOT MONTHLY, BUT THEY'RE MOSTLY MONTHLY. UM, I DO THINK THAT HAVING OUR CAMPAIGN START SOONER, THAT WAS REALLY, YOU KNOW, A HUGE PUSH FROM THE LODGING COUNCIL MEETINGS THAT WE WERE HAVING. AND TRULY [01:10:01] THANK THEM FOR THEIR PUBLIC SUPPORT OF US TO BE ABLE TO KIND OF PUSH OUR CAMPAIGNS UP. UM, FLOCK OF POCKE BUSINESS TENANT MEETING, I THINK IS WHAT I WOULD CALL, WE STARTED THE ENGAGEMENT SEASON. UM, I ALSO MET WITH THE SEDONA METAPHYSICAL SPIRITUAL ASSOCIATION. UM, ROB AND I DID A, A COFFEE CHAT WITH SHORT TERM RENTAL OWNERS TO GET SOME INPUT FROM THEM. UM, WE ALSO MET WITH THE HILLSIDE SEDONA BUSINESS TENANTS. UM, GREG JOINED ME AT A KEEP SEDONA BEAUTIFUL SPEAKER SERIES WHERE I GOTTA AT LEAST PRESENT A LITTLE ABOUT THE OFFICE AND GET SOME FEEDBACK FROM THAT AUDIENCE. AND THEN REALLY I THINK THE, YOU KNOW, THE, THE FLAGSHIP EXAMPLE OF HOW WE WERE COLLECTING INPUT FROM THIS WAS THE FUTURE OF SEDONA AND THE SED EXPERIENCE COMMUNITY INPUT SESSIONS. SO BEFORE I START TALKING ABOUT THE PLAN, AND IN REFERENCE TO THE OCTOBER 28TH MEETING, I WANNA QUICKLY GIVE YOU A RECAP ON THIS AND THEN KIND OF SHARE WITH YOU WHAT I HEARD FROM THOSE MEETINGS. BUT THEN ADAM'S IN THE BACK TO TAKE NOTES ON ANYTHING THAT YOU THINK YOU HEARD IN THOSE MEETINGS THAT YOU WANT TO KIND OF CAPTURE. UM, NOW IS SORT OF YOUR CHANCE BECAUSE, UM, THIS IS GONNA BE AN A PROTOTYPE OF WHAT I THINK WE'RE GONNA BE PRESENTING TO COUNCIL AND THEN OPENING UP FOR YOUR ABILITY TO COMMENT AS WELL, JUST KIND OF TO COUNCIL AND THEN FOR THEM TO ASK US QUESTIONS. BUT, UM, WE DID HAVE A MEETING ON APRIL 21 AND MAY, 1380 TOTAL PARTICIPANTS ATTENDED THE TWO MEETINGS. 45 ATTENDED THE FIRST 1 35 ATTENDED THE NEXT ONE. UM, I HAVE ALL THE FEEDBACK SHEETS. IT WAS FUN TO KIND OF GO BACK THROUGH WITH THROUGH THEM RECENTLY. I DID A WHOLE SCANNING PROCESS AND I'VE GOT, I'VE GOT THEM ALL IN A FOLDER , WHICH IS KIND OF FUN. BUT THINGS THAT WE KIND OF HEARD CONSISTENTLY DURING THAT MEETING WAS SORT OF PROTECT THE NATURAL ENVIRONMENT AND THE MAGIC OF SEDONA BALANCE TOURISM WITH QUALITY OF LIFE FOR RESIDENTS, MAKE SEDONA A BETTER PLACE FOR RESIDENTS AND VISITORS, KIND OF WORK TO REBUILD COMMUNITY CONNECTIONS. THIRD SPACES IS REALLY WHAT I THINK ABOUT THAT ONE. I SEE THAT A LOT IN OTHER, IN OTHER TOURISM PLANS RIGHT NOW. UM, TRANSPORTATION AND ACCESS ARE CENTRAL TO THE FUTURE OF THE SEDONA EXPERIENCE. HOW DO WE ATTRACT ENGAGED VISITOR ENGAGED VISITORS THAT ALIGN WITH SEDONAS COMMUNITY VALUES? UM, VISITOR EDUCATION AND STEWARDSHIP ARE A KEY ASPECT OF THE SEDONA EXPERIENCE. HOW CAN WE BETTER INTEGRATE ARTS CULTURE, HERITAGE AND WELLNESS INTO THE SEDONA EXPERIENCE? AND THEN THERE'S THIS CONCEPT THAT I LOVE AND IT, AGAIN, IT COMES FROM KIND OF WORK WITH OTHER TOURISM DESTINATIONS AND KIND OF THINGS I SEE IN PLANS. AND IT'S THIS IDEA OF LEGACY PROJECTS. UM, AND I THINK THAT THOSE TENDED TO BE A LOT OF WHAT WE HEARD IN KIND OF THE ACTION PLANNING SESSIONS OF, OF THE INPUT SESSIONS. YOU KNOW, HOW CAN WE GET, YOU KNOW, MORE SIGNATURE COMMUNITY EVENTS, UH, AGAIN, HOW TO CREATE MORE OF THAT COMMUNITY CONNECTION. THIS CONCEPT OF A SEDONA RECREATION CENTER, YOU KNOW, WAS MENTIONED I THINK IN EVERY RECREATION TABLE THAT WE HAD. UM, I'M NOT SURE THIS IS THE RIGHT WORDING FOR THIS. SO THIS IS WHAT I ENDED UP WITH. 'CAUSE I THINK WE ALREADY HAVE SIGNATURE ARTS AND CULTURE DISTRICTS, SO IIII DON'T THINK THAT'S WHAT'S LACKING IN VENUES EXACTLY. BUT, UM, BUT I, I DO THINK JUST SORT OF MAKING THEM MORE PROMINENT AND MAYBE INVESTING IN THEM MORE IS, IS, IS MAYBE SORT OF WHAT I THINK THAT SORT OF WHAT I THINK I, I KIND OF HEAR THERE. BUT I DO ACKNOWLEDGE, I THINK WE ALREADY HAVE SOME OF THESE, YOU KNOW, UM, AND THEN, YOU KNOW, JUST CONTINUING TO BUILD OUT. CAN I JUST INTERRUPT YOU? I THINK THAT MIGHT BE REFERRING TO THE, UM, AMPHITHEATER WASN'T, NO. OKAY. THERE WAS A LOT OF CONVERSATION ABOUT FIRST FRIDAYS ENHANCING, FIRST FRIDAYS ENHANCING PEOPLE GOING OUT TO GALLERIES. SO I THINK THAT MIGHT, YEAH. AND, AND, AND THERE WAS A LOT OF, TRULY, THERE WAS A LOT OF FEEDBACK THAT I THINK IS, IS IS VALID, BUT ABOUT THINGS THAT ARE ALREADY HAPPENING. BUT IT JUST, TO ME, IT SORT OF REINFORCES SOME OF THAT STUFF. AND AGAIN, THIS IS, THIS IS WHAT WE HEARD, RIGHT? YEP. UM, OBVIOUSLY KIND OF EXPANDING TRANSPORTATION WITH A LOOK AT, YOU KNOW, UM, VERDE VALLEY, RIDE VERDE VALLEY WIDE, AND THEN, UM, ENHANCED PUBLIC LANDS AND TRAILHEAD ACCESS CONCEPTS AND PROJECTS. SO THAT'S SORT OF WHAT I HEARD. BUT I'D LOVE JUST WHILE ADAM'S HERE TO START CAPTURING SOME NOTES FROM YOU ALL. WHAT DID YOU ALL HEAR? IF IT'S EVEN TO VALIDATE WHAT I'VE GOT UP HERE OR IF YOU WANNA SHARE ANYTHING ELSE. 'CAUSE I WANNA MAKE SURE THAT WHEN WE GO TO COUNCIL, IT'S INCLUSIVE OF YOUR VOICES AS WELL. YEAH, I THINK IT'S IMPORTANT THAT CLARIFICATION ON THE ARTS AND CULTURE. I THINK THERE WAS A LOT OF THAT, ESPECIALLY IN THE FIRST MEETING. I DON'T REMEMBER AS MUCH IN THE SECOND, UM, YEAH. WANTING TO ENHANCE OR, YOU KNOW, UM, SHARE MORE IN THE COMMUNITY ABOUT SOME OF THESE THINGS THAT HAVE HAPPENED. AND EVEN ANECDOTALLY, MYSELF, I MEAN, I USED TO GO TO FIRST FRIDAYS A LOT. I HAVEN'T BEEN TO ONE IN A LONG TIME. IT JUST DOESN'T HAVE THE DRAW THAT IT DID AT 1.4, WHATEVER REASON. UM, I ALSO HAVE A KIDDO NOW, I DIDN'T HAVE THEN, BUT THAT, I MEAN, SHE LIKES STUFF LIKE THAT, SURPRISINGLY. SO IF THERE WAS SOME SORT OF KID ELEMENT, THEN MAYBE IT WOULD BRING THE WHOLE FAMILY. I DON'T KNOW. I JUST THINK THAT THAT WAS DEFINITELY SOMETHING, UM, JUST ENHANCING OR SHARING MORE WITH THE COMMUNITY ABOUT WHAT IS HAPPENING, BUT COULD BE EVEN MORE ROBUST IS [01:15:01] DEFINITELY A BIG, A BIG PART OF THAT FIRST MEETING, WOULDN'T YOU SAY? YEAH. YEAH. WELL, WE'VE GOT TWO GREAT FIRST FRIDAYS AND TWO DAYS OR THREE DAYS, TWO DAYS. I, I DON'T LET MY DAYS ANYMORE . I WAS, I WAS TRUE. IT'S VERY STRANGE. I WAS A LITTLE SURPRISED BY THAT. I MEAN, THERE WAS A LITTLE, A SORT OF SENSE OF THINGS USED TO BE BETTER LOT, A LOT OF THAT THERE TO BE MORE, THERE USED TO BE MORE ARTISTS HERE, MORE ART, MORE COMMUNITY MM-HMM . AND I DIDN'T KNOW HOW MUCH OF THAT IS A GENERAL, THINGS USED TO BE BETTER KIND OF REFRAIN. BUT I DID FEEL THE CLEAR DESIRE FOR MORE COMMUNITY INVOL MORE EVENTS, MORE COMMUNITY INVOLVEMENT AND RIGHT. IT MIGHT BE THAT WE JUST NEED TO ADVER MARKET MORE CLEARLY AND PERHAPS HAVE A CLEAR REPORTING MECHANISM, BUT ALSO PEOPLE ARE FEELING THAT, WHICH IS GOOD. WE HAD TALKED ABOUT LIKE A, A WEEK OR TWO WEEK, YOU KNOW, LIKE ART AND CULTURE OR ART CULTURE KIND OF EVENT. I, I DON'T KNOW IF THAT'S WHAT THAT WAS REFERRING TO MORE MM-HMM . OR NOT. I MEAN, WE HAVE THE PLAIN AIR AND WE HAVE, UH, THE FILM FESTIVAL. RIGHT. BUT THEY DON'T LIKE RIGHT. YOU KNOW, IT'S NOT LIKE A COORDINATED EFFORT WITH EVERYBODY. AND IT JUST SEEMS VERY DISPARATE. YOU KNOW, THERE'S NOT LIKE SOMEBODY, UM, LEADING THE CHARGE FOR THE WHOLE CITY, THE RESTAURANTS AND GALLERIES AND BINGO MM-HMM . AND MARKETING'S ONE THING. BUT IF, LET'S SAY WE REALLY BEEF UP THE MARKETING FOR FIRST FRIDAY, FOR EXAMPLE, BUT THEN IT'S JUST WE'RE OPEN LATE SERVING WINE AND THERE'S NOT ANYTHING NOTABLE, THEN THAT'S, THAT'S A WASTE OF MONEY. RIGHT. SO IT REALLY KIND OF BEGINS AT, YOU KNOW, THE INDIVIDUAL PURVEYORS BUILDING A NOTABLE FIRST FRIDAY MM-HMM . THEN MARKETING AFTER THAT. THAT'S THE FIRST BEST FORM OF MARKETING IS TO CREATE AN INCREDIBLE EXPERIENCE. SO WE ALL GOT COMPLACENT AND ENTITLED THAT PEOPLE WOULD JUST COME AND THEY'RE, THEY'RE NOT. SO I THINK THIS MONTH TO LOCK KOCK IS AT LEAST LEADING A SEASONAL SEPTEMBER, OCTOBER, NOVEMBER, WHERE WE ARE AWARE OF TRYING TO PRODUCE SOMETHING BETTER MM-HMM . AND THEN WE'LL DO IT AGAIN IN MARCH, APRIL, MAY. AND THAT'S A START. AND I THINK IT'S GONNA TAKE TIME, BUT WE'RE GOING TO HAVE TO REALLY BE ON IT. SO I THINK THE OVERALL SENTIMENT WAS FROM THE DISCUSSIONS THAT THERE USED TO BE JAZZ ON THE ROCKS, THERE WERE EVENTS THAT WERE NOTABLE THAT PEOPLE WOULD DRIVE HERE FROM DRIVE MARKETS TO ATTEND. AND WE REALLY DON'T HAVE A LOT OF THAT NOW, BUT WHO'S COORDINATING, ORGANIZING, DEDICATING THEMSELVES TO, AND WHERE'S THE FUNDING COMING FROM? WHERE'S THE FUNDING COMING FROM? I MEAN, THAT'S, THAT'S A BIG PART OF THIS. AND IT'S NOT JUST ON THE CITY AND IT'S NOT JUST ON THE CHAMBER, BUT PRIVATE BUSINESS AS WELL TO HELP COORDINATE THAT EFFORT. YEAH. AND EVEN SO, JUST TO GIVE SOME INSIGHT TO LOCK APAK AND HILLSIDE ARE, ARE EASY TO, UM, COORDINATE WITH. WHAT'S HARDER FOR US IS UPTOWN BECAUSE THERE USED TO BE AN UPTOWN BUSINESS ALLIANCE AND THERE ISN'T ANYMORE. AND SO, UM, OH, SORRY. AM I, NO NUDGING JULIE. IT, IT, IT'S JUST HARD FOR US AS A CITY TO REACH OUT TO ONE, UM, GROUP TO, YOU KNOW, WORK WITH BECAUSE IT IS SO DISPARATE UP THERE. EVEN, AND NOT JUST EVENTS I'M TALKING ABOUT, UM, YOU KNOW, ISSUES THAT COME UP TOO. YOU KNOW, DIDN'T THERE USED TO BE A MAIN STREET ORGANIZATION AS WELL? I MEAN, THERE'S, THAT'S WHAT I MEANT. RIGHT NOW, UPTOWN IS KIND OF, YOU KNOW, JUST FLOUNDERING ON ITS OWN. WE DON'T EVEN PARTICIPATE IN FIRST FRIDAYS BECAUSE, UM, IT, IT, PEOPLE STOP BECAUSE WHEN THEY BUILT THE DIVIDER BETWEEN THE TWO HALVES OF 89 A, THEY PUT THE TURNAROUND BEFORE YOU GET TO US MM-HMM . SO, AND BACK WHEN THERE WAS A TROLLEY, SO THERE USED TO BE A GALLERY ASSOCIATION THAT COORDINATED FIRST FRIDAYS. I DON'T KNOW IF YOU KNEW THAT. AND, UM, WE PARTICIPATED IN THAT AND THEN PEOPLE WOULD COME TO THE ART CENTER, BUT I DON'T KNOW IF IT EVER GENERATED A LOT OF MONEY. LIKE BRETT SAID, YOU KNOW, PEOPLE COME DRINK WINE, BUT THEY DON'T. IT'S THE SAME 75 PEOPLE THAT WOULD COME. THIS IS WHAT I WAS TOLD, I WASN'T HERE THEN. UM, SAME 75 PEOPLE WOULD COME DRINK WINE AND NOT BUY ANYTHING. WE CREATED THIS CELEBRATE SEDONA EVENT AROUND OUR OPENINGS THAT AREN'T ALWAYS ON FIRST FRIDAY. WE JUST HAD AN OPENING FOR OUR BEYOND THE FRAME EXHIBIT. WE HAD OVER 200 PEOPLE THERE. WE HAD A BAND, WE HAD, UH, THE UNVEILING OF OUR GALLERY 9 28 MURAL. I MEAN, IT WAS A REALLY FUN AND GREAT AND PEOPLE THAT DON'T NORMALLY COME ALL THE TIME TO THESE KINDS OF THINGS BECAUSE WE HAD LOTS OF [01:20:01] OTHER THINGS KIND OF BUILT IN. AND THAT'S WHAT WE'RE, YOU KNOW, WE'RE TRYING TO DO THAT IN MARKETING OUR EVENTS, BUT THEY'RE NOT ALWAYS ON FIRST FRIDAYS JUST BECAUSE OF THE WAY OUR EXHIBIT SCHEDULE WORKS. SO IF I COULD GO BACK TO THE PRESENTATION AT THE COUNCIL, UM, I THINK THAT WHAT WE, UM, WHAT EVOLVED OUT OF THOSE TWO MEETINGS ARE A LOT OF THINGS. BUT, UM, I THINK THE BIGGEST LACK WAS WHO IS GOING TO DO THAT? WHO IS GOING TO BE RESPONSIBLE FOR THE TRANSIT? WHO'S GONNA BE RESPONSIBLE FOR WHAT? ALL THE DIFFERENT THINGS THAT WE HAD LISTED THERE. AND, AND MAYBE WHAT WE NEED TO DO IS LOOK AT IF, IF POSSIBLE BEFORE THE PRESENTATION IS TO TRY TO LOOK AT SOME OF THOSE ITEMS AND GIVE SOME DIRECTION AS TO WHO WE THINK MIGHT BE ABLE TO TACKLE AND PARK RECREATION SHOULD BE ABLE TO TACKLE SOME OF IT. A TRANSIT SHOULD BE ABLE TO TACKLE SOME OF IT. AND, YOU KNOW, IF WE GIVE THIS SOME DIRECTION TO THE COUNCIL THAT WE THINK THIS IS WHO WE NEED TO GET TOGETHER TO ADDRESS THESE ITEMS, IT MIGHT BE A MORE POSITIVE APPROACH THAN JUST SAYING, THESE THINGS HAVE TO BE DONE. THIS WAS A QUESTION I HAD WHEN WE STARTED THIS PROCESS WITH COUNCIL, UM, BECAUSE, YOU KNOW, WE'RE GONNA GO THROUGH THE TOURISM PLAN MM-HMM . WHICH IS A WORK PLAN FOR THE TOURISM OFFICE. RIGHT. UM, BUT THE TAB AND THE TOURISM OFFICE WERE DIRECTED TO ASK A QUESTION AS BROAD AS THE FUTURE OF TOURISM AND THE SEDONA EXPERIENCE. AND THE REQUEST OF COUNCIL WAS TO COMPILE FEEDBACK AND REPORT IT BACK TO COUNCIL FOR THEM TO DETERMINE WHAT TO DO WITH THAT INFORMATION. MM-HMM . SO THAT IS OUR MISSION AND I'M HERE TO DO THAT. YEAH. AND ANDREW WAS CONCERNED ABOUT THE, THE WHO AND YOU KNOW, WHO ARE WE TO SAY ALL THESE THINGS AND EVERYBODY GO DO 'EM, YOU KNOW, UM, BUT THEY, THEY MADE IT CLEAR. NO, THAT'S, THAT'S NOT WHAT WE'RE ASKING YOU TO DO. ALL WE'RE ASKING IS FOR YOU, UH, FOR YOUR LENS, UM, TO GO OUT, ASK THE COMMUNITY, AND THEN COME BACK AND, AND LET US KNOW WHAT THEY SAID. MOST OF THEM WERE THERE, BUT . YEAH. AND SO HOPEFULLY THIS OPPORTUNITY TO MEET WITH THEM, WE'LL SHOWCASE WHAT WE THINK SHOULD BE AND WHAT THE COMMUNITY THINKS SHOULD BE DONE. AND THEN IT'S THEIR PURVIEW TO QUOTE UNQUOTE ASSIGN ACTION THINGS TO OTHER DEPARTMENTS THAT WE DON'T HAVE THE ABILITY TO, TO DO. YEAH. CAN I ADD SOMETHING JUST FROM THE COMMUNITY? I WASN'T AT THE, UM, THE TWO MEETINGS, BUT JUST IN, OUT AND ABOUT TALKING TO PEOPLE. JUST SOME OF THE THINGS WHEN I TELL PEOPLE I'M ON TAB AND YOU KNOW, WHERE THE TOURISM DOLLARS ARE GOING, I'M GETTING A STRANGE FEEDBACK FROM PEOPLE THAT THEY THINK THAT ALL THE MONEY FOR THE PARKS AND REC IS BEING SPENT ON THINGS FOR THE TOURISTS AND NOT FOR THE RESIDENTS. AND I ARGUE WITH THEM, I'M LIKE, WELL, WHAT ABOUT THE PICKLEBALL COURTS? WELL, OUR SOFTBALL FIELD WENT AWAY. AND THEN, WELL, WHAT ABOUT, YOU KNOW, ALL THESE COMMUNITY SIDEWALKS? I SAID, WHEN I LIVED IN THUNDER MOUNTAIN RANCH, I HADN'T SEEN PEOPLE OUT, YOU KNOW, WALKING WITH THE WHOLE FAMILY. THERE'S THE DOG, THERE'S THE KID ON THE BIKE, AND THERE'S THE MOM AND DAD. AND THEY'RE LIKE, YEAH, THAT LASTED A WEEK AND THEN NOBODY USES IT. SO I STILL FEEL THE SENTIMENT OUT THERE THAT THE CITY SPENDING ALL THEIR MONEY ON TOURISM, WHICH IS AS WE KNOW IS NOT THE CASE AT ALL, AND, UM, IS DOING LITTLE FOR THE RESIDENTS. SO JUST FROM THAT SIDE, AND I KEEP TRYING TO EDUCATE THEM OTHERWISE, BUT I WANNA MAKE SURE WE HAVE TIME FOR THE PLAN. BUT I ALSO WANNA MAKE SURE IF PEOPLE HAVE THINGS THAT HAPPENED AT THE INPUT SESSIONS THAT YOU'RE NOT SEEING IN THESE INITIAL SLIDES, AND AGAIN, WE'LL HAVE A CONVERSATION WITH THEM. IT'S NOT JUST WHAT'S ON THE SLIDES. BUT, SO ONE OF THE THINGS THAT STRUCK ME, UH, WAS THAT I WAS AT BOTH SESSIONS. THE FIRST SESSION SEEMED TO ME TO BE A LOT OF ELECTED OFFICIALS, AND THE SECOND SESSION SEEMED TO BE A LOT OF PEOPLE RUNNING FOR OFFICE . UH, AND SO I'M WONDERING ABOUT, I MEAN, NOBODY SAID WE HATE, I I DID NOT HEAR ANYONE SAY REALLY INCREDIBLY NEGATIVE THINGS ABOUT TOURISM. LIKE, IT, IT WAS MORE, LET'S THINK ABOUT HOW COMMUNITY, LET'S THINK HOW COMMUNITY IS INVOLVED. LET'S THINK ABOUT, UH, EFFECTS OF OR OUTPUTS FOR COMMUNITY. BUT THEN I'M NOT SURE HOW MUCH THAT HAD TO DO WITH THE PEOPLE WHO ATTENDED. RIGHT. SO, I DON'T KNOW WHAT YOU WERE THINKING. I MEAN, BECAUSE IT DID FEEL LIKE THERE WAS, I MEAN, OUR FIRST TABLE WAS US AND TWO MAYORS. YEAH, THAT'S TRUE. YEAH. I, AND I, I AGREE THAT THE 80 PEOPLE THAT ATTENDED THERE WERE A LOT OF DUPLICATES BETWEEN THE TWO. UM, I, I REALLY, IT, IT'S PROBABLY DOESN'T NEED TO BE BROUGHT UP DURING THAT, THE TAB AND COUNCIL, BUT IT SEEMED LIKE WE DIDN'T REALLY GET A GOOD RESPONSE FROM THE COMMUNITY. UH, IF YOU THINK ABOUT A COMMUNITY OF 20,000 PEOPLE, THERE WERE PROBABLY ONLY OUTTA THAT 80 AT THE BEST, 25 OR 30 THAT WERE ACTUALLY RESIDENTS. THE REST OF 'EM ARE ALL ASSOCIATED [01:25:01] WITH THE CITY IN SOME WAY OR OTHER. SO, UM, I MEAN, I, I HAD THE TABLE TWICE AND ONLY ONCE HAD ONE RESIDENT THAT WASN'T ASSOCIATED WITH THE CITY. SO I, I THINK, AND I, AND ONE OF THE RESIDENTS CAME UP TO ME AT THE BEGINNING OF THE SECOND MEETING AND SAID, I DIDN'T HEAR ABOUT THIS. MY NEIGHBOR JUST HAPPENED TO TELL ABOUT THIS MORNING. SO I THINK THAT A, AGAIN, AS YOU MIGHT HAVE REMEMBER, I WAS, UM, TRYING TO GET SOME ADDITIONAL, UM, INFORMATION OUT TO THE CITY PRIOR TO THE SECOND ONE. AND I DON'T THINK IT HAPPENED, BUT, UM, I, AND AGAIN, I DON'T THINK IT NEEDS TO BE BROUGHT UP AT THE TAB MEET AT THE COUNCIL MEETING THAT WE'RE TALKING ABOUT, BUT IT IS A REFLECTION, I THINK. MM-HMM . OF WHAT YOU'RE BRINGING UP IS THE FACT THAT, UM, YEAH, A LOT OF THE, A LOT OF THE PEOPLE WERE REPEAT PEOPLE. AND AGAIN, A LOT OF 'EM WERE ASSOCIATED IN SOME MANNER SHAPE WITH THE CITY. SO THERE WAS ALSO SOME DISCUSSION. I DON'T REMEMBER IF IT WAS IN A MEETING OR THERE, OR IN JUST AFTER THE FACT, BUT SOMETIMES WE DON'T GET AS MUCH INTENSITY OR WILLINGNESS TO ATTEND THESE THINGS UNLESS PEOPLE ARE REALLY, REALLY UPSET IN THE MOMENT. LIKE THE, THE, UH, COUNCIL MEETING, WHAT WAS THE COUNCIL MEETING ABOUT THAT HAD CULTURAL PARK HOUSING? YES. THE H YEAH, A CULTURAL PARK. IT WAS VERY WELL ATTENDED BECAUSE PEOPLE HAVE A LOT OF STRONG OPINIONS, WHICH IN SOME WAYS IS A POSITIVE THING BECAUSE IT MEANS THAT PEOPLE AREN'T NECESSARILY FEELING AS MUCH NEGATIVITY TOWARDS TOURISM AS MAYBE THEY DID TWO, THREE YEARS AGO. YOU KNOW, WHEN MY NUMBERS FOR THE HOTEL LOOKED REALLY, REALLY GOOD. BUT, YOU KNOW, , THE, THE, THE TRAFFIC WAS MORE IN THE THINGS LIKE THAT WERE, WERE WERE MORE CHALLENGING TO AN EVERYDAY, THE EVERYDAY LIFE OF A RESIDENT, THE QUALITY OF LIFE OF A RESIDENT. JUST AN ANECDOTAL THOUGHT THAT MAYBE THAT'S ONE OF THE REASONS IT WAS SOMETHING WAS BROUGHT UP AT ONE POINT. I THINK ONE THING THAT I DIDN'T SEE UP THERE THAT DID SURFACE IN THE FIRST MEETING, WHICH I ATTENDED, WAS JUST THAT THERE, I DON'T EVEN KNOW HOW TO WORD IT. IT'S COMMUNICATION AND IT'S NOT NECESSARILY COMMUNICATION FROM THE CITY, BUT SHE COULD BE DOING SOMETHING THAT I DON'T, I HAVE NO IDEA WHAT'S GOING ON. SO IT'S ALL, IT'S THE SILO EFFECT THAT, THAT I THINK PEOPLE WERE TALKING ABOUT, IF WE COULD SOMEHOW ADDRESS THAT IN A INTEGRATED COMMUNICATION SYSTEM. YEAH. ISN'T THERE, WELL, DIDN'T THAT COME FROM THAT COUNCIL MEETING? 'CAUSE EVEN NOW I'M JUST LISTENING TO DREW LIKE, OH, I WONDER WHAT THAT WAS. IT SOUNDS FUN. I WOULD'VE GONE, I KNOW YOU, LIKE, YOU WOULD'VE HAD FUN, BUT, BUT I THINK BRETT, I MEAN I THINK LIKE THE, MY BIG TAKEAWAY IS THIS NUMBER FOUR, RIGHT? I THINK LIKE, UM, YEAH. YOU KNOW, A A LOT OF THIS IS STUFF, I MEAN, ONE THING LAUREN AND I REFLECTED ON IS THAT A LOT OF THE FEEDBACK WE HEARD, YOU KNOW, SHE HEARD WHEN THE CITY WAS DEVELOPING THE COMMUNITY PLAN. AND IT'S THINGS THAT I HEAR IN OTHER COMMUNITIES AND IT'S THINGS THAT, YOU KNOW, I'VE, I'VE HEARD BEFORE, BUT IT'S GREAT TO HEAR IT AGAIN AND HAVE A, HAVE A FORMAL PROCESS FOR IT. IF I WAS TO SAY, LIKE, ONE THING THAT I WOULD PULL OUT AS THE TOP IS THIS SORT OF REBUILD A COMMUNITY CONNECTION. THE CREATION OF THIRD SPACES, THE CREATION OF STRONGER FEEDBACK LOOPS BETWEEN PEOPLE, RIGHT? I MEAN THAT'S, THAT'S SORT OF, IF, IF I HAD TO PICK ONE THING, THAT'S THE THING THAT WAS PRETTY CONSISTENT. UM, AND THEN OBVIOUSLY WE GOT SOME, YOU KNOW, INPUT ON THE EXPERIENTIAL LEVEL. BUT, UM, THAT TO ME IS ONE AND I THINK, YOU KNOW, AND THAT CAN LOOK AT, YOU KNOW, SIGNATURE EVENTS AS SORT OF A PIECE OF THAT. BUT YOU CAN HAVE THIRD SPACES WITHOUT EVENTS TOO. RIGHT? RIGHT. SO THEY SORT OF GO HAND IN HAND. AND THAT'S WHY THE, THIS COMMUNITY CONNECTION ONE JUST KEEPS TO BUBBLE TO THE SURFACE FOR ME. IS THAT THING THAT WE CAN LOOK BACK ON AND SEE IF WE'VE CHANGED MM-HMM . OKAY. ALRIGHT. SO WE'VE GOT, JUST BEFORE YOU GO ON, I THINK, AND I THINK THAT PART OF THAT IS PERCEPTION. YEAH. RIGHT? SO INCREASING PERCEPTION AS WE'VE ALL SAID, AND THEN ALSO POSING TO THE, TO THE COUNCIL WHO, WHAT ABOUT THESE OTHER THINGS AND WHO, WHO ISN'T WHO, WHERE DOES THAT RESPONSIBILITY LIE? YEAH. WE HAVE LESS TIME THAN I WAS HOPING FOR THE TOURISM PLAN. UM, I GUESS I JUST WANNA FIRST GUT CHECK. I MEAN, LOOKS LIKE WE'RE GONNA GO OVER FIVE RIGHT NOW. IF I GO THROUGH WHAT I WAS GONNA GO THROUGH, UM, IT SOUNDS LIKE I'D LIKE TO END AT FIVE. UM, I HAVE TO END IT. I'M, I HAVE A FLIGHT OUT TONIGHT, SO I HAVE TO END AT FIVE. GREAT. SO LET'S JUST COMMIT TO EACH OTHER THAT WE'RE ENDING AT FIVE. UM, YOU KNOW, MY PLAN WAS TO WALK THROUGH THIS BEHEMOTH, ALTHOUGH I WILL SAY, ALTHOUGH THERE'S STILL FOUR INITIATIVES, NO, SORRY, FOUR PILLARS. IT'S ONLY 15 INITIATIVES AND 53 ACTION STEPS. SO LOOK AT US, WE'RE GETTING NARROW THE FOCUS ON THIS ONE. YOU KNOW, OR I THINK REALLY IT'S, WE HAD A LOT OF SORT OF TIME-BASED ONES THAT WERE SORT OF LIKE, HIRE SOMEBODY, THERE'S NO HIRE ANYBODY ACTION STEPS. 'CAUSE I THINK WE'RE SORT OF PAST THAT STAGE IN OUR GROWTH AND THERE'S A LOT MORE MEAT WITHIN EACH OF THE ACTION STEPS. AND I THINK THERE WERE ON THE ORIGINAL ONE. UM, I DON'T KNOW IF, YOU KNOW, IT'S HELPFUL FOR ME TO KIND OF GO THROUGH IT REAL QUICK. I KNOW YOU MIGHT HAVE A COMMENT IF PEOPLE HAVE LIKE BIG PICTURE FEEDBACK, BUT THEN I ALMOST FEEL LIKE I WANT TO EXPLAIN IT BEFORE WE START TO DISSECT IT. BUT WHAT WERE YOU GONNA SAY JULIE? SO I'VE NOTICED THAT A LOT OF [01:30:01] YOUR ACTION STEPS ARE, UM, SOMEWHAT VAGUE . HOW, HOW DO YOU PLAN ON OPERATIONALIZING THESE? YEAH, SO TYPICALLY WHAT WE'VE DONE IS ONCE WE GET THIS IN PLACE, ADDING IN KIND OF KEY MEASURES OKAY. AS SORT OF, I JUST DIDN'T WANNA START DOING KEY ME. LIKE FOR ME IT'S LIKE THEN I'M GOING BACK IN TIME. RIGHT? FOR ME IT'S LIKE THIS IS EVERYTHING WE'RE DOING IS ENCOMPASSED IN THESE MM-HMM . AND YOU KNOW, SOME OF THEM, LIKE I WOULD SAY THAT LIKE EVEN IF WE GO UNDER OPTIMIZED ECONOMIC IMPACT, YOU KNOW, LEVERAGE EARNED MEDIA, TRAVEL, TRADE, IT'S LIKE PARTNER WITH THE ARIZONA OFFICE OF TOURISM AND DESTINATION MARKETING ORGANIZATIONS TO CONDUCT OUTREACH WITH TRAVEL, MEDIA TRAVEL. THERE'S A LOT IN THAT ACTION STUFF. YEAH. RIGHT. UM, BUT THEN IT TURNS INTO LIKE, YOU KNOW, PUBLISH AND EARNED MEDIA REPORT AT THE END OF THE YEAR WOULD BE SORT OF A, SORT OF THE KEY MEASURE THERE. SO I THINK WHAT YOU'RE GETTING AT IS WHAT ENDS UP IN THE KEY MEASURES. OKAY. ON THE RIGHT. IF, IF THAT'S HELPFUL. SO MY COMMENT IS I DID LIKE KIND OF QUICKLY SCAN THIS AND IT SEEMED REALLY COMPREHENSIVE AND FOR THE MOST PART I THINK IT REALLY DID ENCOMPASS EVERYTHING. I'D LIKE TO SEE MORE ART SPECIFIC, UM, YEP. ACTION STEPS. COOL. MAYBE LET ME GO. SO I THINK THIS IS GONNA BE HELPFUL FOR ME 'CAUSE I THINK WHEN ALTHEA AND JOHN AND I MET WITH LAUREN, A LOT OF THIS IS SAME PLAN, BUT WHAT'S NEW IS THIS ENHANCE THE SEDONA EXPERIENCE. IF I COULD GO THROUGH THAT, I THINK THAT WOULD ANSWER SOME OF YOUR QUESTIONS. 'CAUSE THAT'S, THAT'S SORT OF NEW AND MAYBE WHAT I'LL DO, AL THE, LET'S JUST GO THROUGH THE NEW STUFF. YEAH, THAT SOUNDS GOOD. IS MAYBE WHAT WE CAN DO. AND I THINK THAT WILL MAKE THIS SO WE CAN GET OUTTA HERE BY FIVE . BUT THEN I ALSO WANNA MAKE SURE THAT WE'RE GIVING ENOUGH TIME TO THIS. SO I WANNA PUT A COUPLE OPTIONS ON THE TABLE AT THE END, UM, TO MAKE SURE THAT WE FEEL LIKE WE'VE DONE OUR DUE DILIGENCE AND, AND UM, YOU KNOW, REALLY TALKED THROUGH THE PLAN SINCE IT IS A FOUR YEAR BODY OF WORK MM-HMM . UM, IF WE NEED TO HAVE ANOTHER MEETING IN OCTOBER, IF WE NEED TO, UM, HAVE MAYBE FOCUS GROUPS WHERE WE DON'T VIOLATE OPEN MEETING, BUT WE, YOU KNOW, MEET WITH THREE OR FOUR OF YOU AT A TIME, UM, TO GO OVER THINGS SPECIFICALLY. YOU KNOW, I JUST WANNA KEEP OUR OPTIONS OPEN SINCE THIS IS A FOUR YEAR WORK DONE. MM-HMM . COOL. SO THIS IS AN EXAMPLE WHERE WE TOOK A FEW DIFFERENT INITIATIVES AND MERGED THEM INTO ONE. UM, SO LIKE WE HAD EDUCATIONAL MESSAGING, APPRECIATE SEDONAS NOW GOTTEN CREATED. IT'S DISSEMINATED, APPRECIATES SEDONA IN PARTNERSHIP WITH FRONTLINE STAFF. WE'VE GOT THINGS LIKE UPTOWN VISITOR CENTER, GREG, I'M CALLING YOU OUT A FEW TIMES IN HERE FOR PARKS AND REC RANGERS. UM, WE ALSO, WE USED TO HAVE A WHOLE INITIATIVE AROUND, UM, CONGESTION. AND WE'VE KIND OF PUT IT INTO THIS JUST IN, IN SET EXPECTATIONS FOR RESPONSIBLE AND RESPECTFUL USE. SO NOW WE'VE GOT OUR SORT OF CAR FREE INITIATIVE AS THAT THIRD ACTION STEP. AND THEN, UM, SIMILAR ONE THAT WE HAD LAST TIME, SO THAT'S A CARRYOVER FROM THE LAST PLAN IS BUILD REAL TIME INFORMATION ABOUT PARKING LOTS. UM, ADVANCED DESTINATION MANAGEMENT STRATEGIES. AGAIN, THIS IS ANOTHER ONE THAT'S JUST EVOLVED FROM THE PAST PLAN. UM, THINGS LIKE CONDUCT RESEARCH TO UNDERSTAND VISITOR PRESSURES. UM, WE DID CALL IN THIS ONE ABOUT THE FOREST SERVICE TO DO THE WORK WITH OPEN STREETE MAP THAT WE'VE BEEN DOING, AS I MENTIONED, WITH KIND OF ALL TRAILS AND ONYX. UM, LIMIT THE PROMOTION OF RECREATIONAL EXPERIENCES TO DESIGNATED FOREST SERVICE TRAILS OR ROADS. UM, AND THEN LOOK AT WAYS TO IDENT TO BETTER DISTRIBUTE, WHICH CAME, THIS CAME OUT OF THE TAB, THIS KIND OF SEVEN TRAILHEADS YOU CAN GET TO WITH THE SEDONA SHELL CONNECT OR CONCENTRATE USE, UM, STUFF WE'VE TALKED ABOUT WITH THE RED ROCK TRAIL FUND, FOR EXAMPLE, FOR CREATING HIKING MAPS FOR THE DIFFERENT KIND OF CLUSTERS AND NEIGHBORHOODS. SO IF YOU'RE IN WEST SEDONA, THERE'S A HIKING MAP. IF YOU'RE IN UPTOWN, THERE'S A HIKING MAP. AND THAT WAY YOU'RE GETTING PEOPLE. QUICK QUESTION, HOW DO YOU INTEGRATE THIS WITH OTHER DEPARTMENTS? LIKE OBVIOUSLY THE TRANSPORTATION ISSUE IS A TRANS ALSO A TRANSIT ISSUE. SO HOW DO YOU, HOW IS THAT ALL DONE? YEAH, SO THAT'LL BE IN THAT LAST SECTION IS WHERE IS WHERE THAT IS WHEN WE INTERFACE WITH OTHER DEPARTMENTS. BUT THIS IS HOW WE'RE EXTERNALLY PROMOTING AWARENESS OF THE SHUTTLE. OKAY. ESSENTIALLY. BUT WE DO HAVE PARTNER WITH OTHER DEPARTMENTS KIND OF LATER. UM, THIS ONE'S NEW, SO I, I WILL PAUSE ON IT. UM, DEVELOP A TOURISM CRISIS COMMUNICATIONS PLAN. UM, SO REVIEW SUCCESSFUL TOURISM CRISIS COMMUNICATIONS PLANS AND IDENTIFY BEST PRACTICES RELEVANT TO SEDONA. DEFINE THE ROLE OF THE TOURISM OFFICE. ITS RESPONSIBILITIES AND PROTOCOLS FOR COMMUNICATING WITH VISITORS, TOURISM BUSINESSES, RESIDENTS, MEDIA AND TOURISM PARTNERS BEFORE, DURING, AND AFTER A CRISIS. UM, DEVELOP SAID PLAN THAT IDENTIFIES AUDIENCES, CHANNELS, KEY MESSAGES, ROLES AND RESPONSIBILITIES, APPROVAL PROCESSES AND PARTNER COORDINATION PROTOCOLS. ESTABLISH A COMMUNICATION PROTOCOL. SO PUT IT INTO ACTION, UM, WITH OTHER PARTNERS. AGAIN, FOLKS LIKE SONAR PARKS AND REC RANGERS, FRONTLINE STAFF TO DISTRIBUTE TIMELY INFORMATION DURING A CRISIS. GREG, PART OF THIS IS WHEN WE MEET, WHEN ADAM AND I I MEET WITH YOU GUYS, I'M GONNA PULL UP THIS PLAN, TALK ABOUT THE DIFFERENT ROWS AND KIND OF WHERE I [01:35:01] SEE THAT KIND OF COLLABORATION. AND THEN, UM, CONDUCT PPP PERIODIC REVIEWS AND EXERCISES TO TEST THE PLAN. UM, ANOTHER NEW ONE, AND THIS IS ONE THAT'S KIND OF 'CAUSE IT'S ENCOMPASSES WHAT WE DO, UM, IS THAT, YOU KNOW, WE DO REPRESENT THE FILM OFFICE. SO ESTABLISHING THAT FOR FORMALLY IN A PLAN THAT THAT'S SORT OF THE ROLE THAT WE PLAY. ADAM AND I WORK WITH FOLKS THAT ARE COMING INTO FILM AND HELP THEM GET THEIR FILM PERMIT WITH THE CITY AS WELL AS CONNECT THEM TO LOCATIONS. SO BUILDING OUT A LANDING PAGE AND THEN WE INCREASINGLY GET CONTACTED BY COMMUNITY EVENT ORGANIZERS ABOUT HOW TO HOST A SUCCESSFUL EVENT. SO THOSE ARE THINGS THAT DMO TYPICALLY DO. WE'VE BEEN DOING IT NOW, IT'S IN OUR PLAN. UM, THIS NEXT SECTION IS AGAIN, A PRETTY BIG CARRYOVER FROM THE, FROM THE LAST PLAN, JUST MAYBE REORGANIZED. SO, UM, CONDUCT YEAR ROUND MARKETING THAT IS ALIGNED WITH SONOMA'S COMMUNITY VALUES AND DESTINATION MANAGEMENT PRIORITIES. UM, EDITORIAL CALENDAR'S, BEEN THERE, PUBLISHED CONTENT'S, BEEN THERE. REGULAR BLOG CONTENT. WE DID ADD IN THE YEAR ROUND DESTINATION MARKETING TO HIGH NET WORTH HERE. SO THAT'S KIND OF A, A NEW ITEM THAT'S BEEN ADDED TO THE PLAN. UM, AND THEN INCREASED VISITOR DEMAND DURING PRIORITY PERIODS TO SUPPORT A BALANCED YEAR ROUND TOURISM ECONOMY. UM, AGAIN, IMPLEMENT DESTINATION MARKETING CAMPAIGNS. THAT'S A CARRYOVER, CONTINUE TO PART WITH LOCAL BUSINESSES. WE SORT OF JUST REFINED THIS TO TALK ABOUT THE PROGRAMS THAT WE ACTUALLY HAVE AND THEN CONTINUE TO FIND WAYS TO AUGMENT CAMPAIGNS BY OTHER MARKETING STRATEGIES. SO LOOKING AT THINGS LIKE A SAN DIEGO MAGAZINE PIECE OR THINGS LIKE WE DID WITH OUTSIDE TO LAUNCH THE PINK BIKE STRATEGY WHEN WE DID OUR SUMMER CAMPAIGN. LEVERAGE ON MEDIA AND TRAVEL, TRADE AND MEETING SALES. AGAIN, THIS IS A CARRYOVER. UM, ALTHOUGH WE JUST SAID CONNECT WITH BUSINESSES, NOW WE HAVE OUR BIANNUAL SALES MANAGER ROUND TABLE. SO WE'VE KIND OF ACKNOWLEDGED THAT THAT'S A PROGRAM THAT WE PROPPED UP. AND THEN, UM, WE TALKED ABOUT THE MIDDLE ROW OF RUNNING OUR EARNED MEDIA STRATEGIES AND TRAVEL TRADE STRATEGIES AND MEETING PLANNERS AND THEN REPRESENTING THE CITY OF SEDONA AT DOMESTIC AND INTERNATIONAL SALES AND MEDIA TRADE SHOWS. MISSIONS IN PARTNERSHIP WITH WESTERN US. UM, ANOTHER CARRYOVER BUT JUST WORDED A LITTLE DIFFERENTLY. I THINK IT SAID LIKE BE A SUPPORTIVE PARTNER, BUT NOW WE SAY STRENGTHEN PARTNERSHIPS. UM, AND THAT'S REGULARLY MEET WITH LOCAL ENTITIES AND, AND REGIONAL ENTITIES ACROSS THE VALUE CHAIN TO SHARE RESOURCES AND GATHER INPUT ON EMERGING BARRIERS AND OPPORTUNITIES. AND THEN CONDUCT CREATIVE ASSET SHOOTS AT STRATEGIC TIMES AND GIVE THE ASSETS TO THE PEOPLE IS WHAT WE LIKE TO SAY. SO PUT THEM IN A PUBLICLY AVAILABLE LIBRARY, UM, INITIATIVE. OH, SORRY, YEAH. PILLAR THREE. COMMUNITY COMMUNITY ENGAGEMENT WITH TOURISM. SO I THINK A LITTLE BIT IS THIS, THIS KIND OF COMES BACK TO THAT COMMUNICATION PIECE WE JUST TALKED ABOUT. UM, I KNOW I THINK, UH, ALLIE, YOU MENTIONED IT WITH PARKS AND REC, BUT I THINK TOURISM IS SIMILAR. SO REALLY LAUNCHING OR BROUGHT TO YOU BY TOURISM CAMPAIGN AND THEN, UM, ATTENDING MEETINGS TO BUILD AWARENESS OF THE VALUE OF TOURISM AND THEN, UM, JUST MAKE SURE THAT THAT RESEARCH AND CAMPAIGN IS UP TO DATE WITH CURRENT CURRENT INFORMATION. THIS ONE MOVED FROM STRENGTHEN THE ORGANIZATION. SO WE DIDN'T GET RID OF THIS INITIATIVE, WE JUST MOVED IT INTO COMMUNITY ENGAGEMENT, UM, BECAUSE WE GOT RID OF THAT PILLAR. UM, BUT THIS IS REALLY OUR RESEARCH PROGRAM. SO IT'S CONTINUED TO MANAGE OUR RESEARCH PORTFOLIO, MAINTAIN AND ENHANCE THE TOURISM TRANSPARENCY HUB ON THE CITY WEBSITE. PUBLISH TOURISM BUSINESS NEWSLETTERS THAT PROVIDE MONTHLY RESEARCH REPORTS AND THEN REGULARLY ATTEND MEETINGS LIKE TOURISM ADVISORY BOARD MEETINGS, CITY COUNCIL MEETINGS, LOGIC COUNCIL MEETINGS TO PRESENT TOURISM RELATED RESEARCH. SO GET THE DATA TO THE PEOPLE IS WHAT I LIKE TO SAY. UM, AND THEN ENGAGE THE COMMUNITY IN THE FUTURE OF TOURISM. THIS WAS KIND OF THAT TOURISM TOWN HALL ONE, IT JUST IS MORE FLESHED OUT THIS TIME. UM, BUT, YOU KNOW, CONTINUE TO LOOK FOR INPUT SESSIONS. I, I DO THINK WHAT WE DID WITH THE FUTURE OF TOURISM IN THE SEDONA EXPERIENCE IS SOMETHING THAT WE CAN DO AGAIN, MAYBE IN A SLIGHTLY DIFFERENT FORMAT. UM, BUT BRINGING PEOPLE TOGETHER I THINK IS A POSITIVE THING AND SOMETHING WE SHOULD KEEP DOING. UM, WE ALWAYS HAD RESIDENT SENTIMENT, SO THAT SECOND ONE WAS IN THE PREVIOUS PLAN OF THE BIENNIAL NATIONAL COMMUNITY SURVEYED OTHER SURVEY METHOD METHODS. UM, MEET REGULARLY WITH STONE TOURISM LEADERSHIP ORGANIZATIONS, WHETHER IT BE DAVID WITH THE CHAMBER LODGING COUNCIL, OCK HILLSIDE. JUST KNOW THAT OUR TEAM'S ALWAYS HAPPY TO MEET WITH FOLKS. IT'S HELPFUL FOR ME TO MEET WITH OUR INDUSTRY AND THEN, UM, USE THAT FEEDBACK LOOP TO MAKE ANY ADJUSTMENTS TO THE PLAN ITSELF. UM, NOW WE'RE IN ENHANCED CONE EXPERIENCE, SO I'LL, I'LL SLOW DOWN A LITTLE BIT. . UM, SO THIS REALLY LOOKS AT PROBABLY A, A MORE FORWARD THINKING PILLAR, RIGHT? IT'S WHERE WE SORT OF ENCOMPASS, I THINK STRATEGICALLY A LOT OF THE IDEAS THAT WE HEARD, UM, FROM THE INPUT SESSIONS. AND I THINK IT ALSO SPEAKS TO WHAT I THINK ONE OF THE BIGGER GAPS IN THE PREVIOUS PLAN WAS, WHICH IS SORT OF PRODUCT DEVELOPMENT AND INDUSTRY DEVELOPMENT. THOSE TWO THINGS JUST WEREN'T IN THE INITIAL PLAN. 'CAUSE IT WAS A TWO YEAR PLAN TO PROP UP A DMO. WE HAD TO HAVE OUR WINGS BEFORE WE COULD FLY. I DIDN'T NOT WANT TO ICARUS MYSELF. UM, BUT, [01:40:01] UH, SO REALLY, YOU KNOW, THIS DEVELOP AND ENHANCED SIGNATURE VISITOR EXPERIENCES THAT REFLECT SEDONAS NATURAL CULTURAL, CREATIVE AND WELLNESS ASSETS. UM, THIS IS IN MANY WAYS LIKE A PRODUCT DEVELOPMENT ONE. AND I DO SEE WHEN I SHOWED OUR EXPERIENTIAL LANDING PAGES, YOU KNOW, EACH OF THOSE IS ITS OWN CHANNEL UNDERNEATH HERE. UM, BUT YOU REALLY HAVE, YOU KNOW, CONDUCT RESEARCH AND MEET WITH STAKEHOLDERS TO IDENTIFY GAPS, OPPORTUNITIES AND EMERGING TRENDS IN OUR VISITOR EXPERIENCE. UM, COLLABORATE WITH TOURISM PARTNERS TO DEVELOP PACKAGE AND ENHANCE EXPERIENCES THAT ALIGN WITH COMMUNITY VALUES AND DESTINATIONS PRIORITIES. THIS TO ME IS REALLY PRODUCT DEVELOPMENT. UM, THE EXAMPLE I'VE GOT THERE IS I'VE BEEN TALKING TO LIKE MEETING PLANNERS AND GROUP TOURS. I WOULD LOVE TO HAVE A GROUP COME TO SEDONA, MEET WITH NATE AND THE HERITAGE MUSEUM AND GO TO THE ORIGINAL SHERMAN HOMESTEAD AND SEE THE ZINFANDEL GRAPEVINES THAT WERE THE FIRST GRAPEVINES PLANTED IN ARIZONA. AND THEN THEY CAN GO TO PAGE SPRINGS CELLARS WHERE THEY'VE GRAFTED THOSE ZINFANDEL GRAPES ONTO PAGE SPRINGS GRAPES AND MEET WITH THE WINE MAKER. AND THEN THEY ACTUALLY HAVE BOTTLES OF WINE FROM THAT. SO YOU GET THIS LIKE MORE THAN A HUNDRED YEAR HISTORY OF WINE IN SEDONA KIND OF TOUR THAT DOESN'T CURRENTLY EXIST, BUT IS A WAY THAT YOU CAN CONNECT TWO BUSINESSES TOGETHER AROUND HISTORICAL AND KIND OF COMMON PRODUCT. I'M TALKING TO FOLKS IN THE WELLNESS COMMUNITY THAT ARE LOOKING AT SORT OF COMBINING THEIR SERVICES MORE WITH HOTELS AND YOU'RE SORT OF CREATING PACKAGES OR MAYBE IT'S WELLNESS AND A MEAL PACKAGES. SO LOOKING AT SORT OF CONNECTING BUSINESSES TO EACH OTHER, UM, IS REALLY WHAT I KIND OF SEE THERE. BUT KIND OF GOING INTO EACH OF THOSE SECTORS AND SAYING, OKAY, HOW DO WE PACKAGE THESE THINGS BETTER? HOW DO WE GET THEM, YOU KNOW, BETTER PRESENTED OUT TO FOLKS? UM, AND THEN CONTINUE TO MANAGE AND MAINTAIN A COLLECTION OF EXPERIENTIAL GUIDES ON SCENIC. SEDONA, THAT WAS WHAT I STARTED THIS PRESENTATION WITH. ARTS AND CULTURE PAGE, WELLNESS AND SPIRITUALITY PAGE. HOW DO WE HAVE OUR INFORMATION PREPARED TO GIVE TO VISITORS AND THEN IDENTIFY OPPORTUNITIES TO IMPROVE THE ACCESSIBILITY OF VISITOR INFORMATION SERVICES AND EXPERIENCES. UM, CREATE TO HAVE INFORMATION FOR OTHER LANGUAGES. FOR EXAMPLE, HERE, I THINK WE COULD LOOK AT, UM, NICHE AUDIENCE MARKETING. COULD WE START DOING SOME ACCESS ACCESSIBLE TRAVEL MARKETING, LGBTQ PLUS MARKETING, UM, JUST SOME SPECIFIC NICHE AUDIENCES AND EXPAND IT A LITTLE MORE. SO, UM, I'D LOVE TO GET YOUR INPUT. I GUESS JULIE, IF, IF THAT EXPANDS THIS A LITTLE BIT BETTER FOR YOU. YEAH. UM, IT DOES. I, YOU KNOW, I THINK SOMETHING THAT HAS BEEN DESPERATELY NEEDED IN SEDONA EVER SINCE I GOT HERE IS A CULTURAL PLAN, A COMMUNITY CULTURAL PLAN. MM-HMM . UM, AND IT'S THE BEST WAY TO REALLY IDENTIFY ALL THE ASSETS THAT EXIST AND THEN PULL EVERYONE TOGETHER AROUND A COMMON GOAL. AND, UM, IT'S, IT'S A, IT'S A PROJECT AND IT'S A PROCESS. UM, I'VE DONE THEM IN MANY CITIES. I DON'T HAVE TIME TO DO IT RIGHT NOW . BUT THAT DOESN'T MEAN THAT THE CITY COULDN'T DO IT. AND I COULD BE PART OF LIKE THE PLANNING PART OF IT, BUT IT'S, I THINK THAT THAT WOULD REALLY HELP SOLVE A LOT OF THESE QUESTIONS AND THOUGHTS THAT PEOPLE HAVE BEEN HAVING ABOUT A LACK OF COMMUNITY CONNECTION. AND THAT'S WHAT A CULTURAL PLAN DOES. IT REALLY DOES HELP GENERATE NEW IDEAS FOR NEW EVENTS AND BRING PEOPLE TOGETHER AROUND THINGS THAT CURRENTLY EXIST AND MAKE THINGS BETTER AND GENERATE MORE FUNDS AND THE WHOLE BIT. SO CAN YOU SEND ME THE EXAMPLES THAT YOU'VE BEEN I HAVE MANY. YEAH. YES. I WILL AT LEAST THAT WAY I CAN KIND OF SEE MORE. RIGHT. AND I THINK, YEAH, THAT'S JUST FOR MY OWN, FOR MY OWN KNOWLEDGE. SO, COOL. THIS ONE IS A CARRYOVER BUT MUCH MORE EXPANDED AND I THINK SITS BETTER IN THIS PILLAR. BUT THIS IS PROVIDE ROBUST VISITOR SERVICES THROUGHOUT SEDONA. UM, WE SAID CREATE A VISITOR GUIDE. NOW WE HAVE THE OFFICIAL SEDONA TRAVEL PLANNER. UM, SO THAT'S WHY THAT GOT NAMED A LITTLE NAMED. IT'S ACTUALLY AT THE PRINTER RIGHT NOW, THE NEW ONE. OR AT THE NEXT MEETING WE'LL BE ABLE TO GIVE 'EM OUT TO YOU ALL. UM, BUT JUST MAKE SURE THAT THAT'S GOT UPTODATE BUSINESS INFORMATION AND TIMELY EDITORIAL CONTENT. UM, WE DIDN'T HAVE A KIOSK STRATEGY. I MEAN, WE PUT THE FIRST PLAN, NOW WE DO HAVE A KIOSK STRATEGY. SO IMPLEMENT THAT STRATEGY, MAINTAIN ACCURATE, UP-TO-DATE BUSINESS AND EXPERIENTIAL INFORMATION, REGULARLY EVALUATE KIOSK PERFORMANCE AND USER EXPERIENCE TO IDENTIFY, IDENTIFY OPPORTUNITIES FOR IMPROVEMENT. UM, WORK CLOSELY WITH THE UPTOWN VISITOR CENTER TO ALIGN ON THE VISITOR INFORMATION AND RELATED RESOURCES THAT ARE SHARED WITH VISITORS. AND THEN MEET REGULARLY WITH FRONTLINE STAFF. I SHOULD HAVE PUT PARKS AND REC RANGES THERE FOR YOU AGAIN, GREG, BUT, UM, IT'S, IT'S ANOTHER WAY THAT I SEE WORKING WITH FOLKS THAT ENGAGE WITH VISITORS WHEN THEY'RE HERE, UM, TO ALIGN ON THE VISITOR INFORMATION AND RELATED RESOURCE THAT ARE SHARED WITH VISITORS. SO, UM, LOOKING BEYOND A VISITOR CENTER, LOOKING BEYOND A KIOSK, AS WE TALKED ABOUT, THE KIOSK IS A MEDIUM TO SHARE INFORMATION. JUST LIKE A VISITOR CENTER IS JUST LIKE WHEN SOMEONE CHECKS INTO A HOTEL, THAT IS JUST WHEN SOMEBODY WALKS UP TO YOU WITH QUESTIONS. IT IS, I MEAN THAT'S, THAT'S HOW INFORMATION'S GETTING CONVEYED THROUGH VISITOR SERVICES. UM, I'D PUT THIS MORE IN MAYBE THE INDUSTRY DEVELOPMENT ONE THAT WASN'T QUITE FLESHED [01:45:01] OUT OR WASN'T REALLY PUT IN FRANKLY, INTENTIONALLY INTO THE FIRST PLANS. THIS IS PARTNER WITH REGIONAL ECONOMIC DEVELOPMENT ORGANIZATIONS, GOVERNMENT ENTITIES AND NONPROFITS ON STRATEGIES THAT CREATE A MORE RESILIENT SEDONA ECONOMY. UM, DAVID KEY AND I BOTH SIT ON THE VV REAL BOARD, FOR EXAMPLE, THAT'S JUST SOME CONTEXT HERE FOR YOU ON THIS. BUT WORK WITH REGIONAL ECONOMIC DEVELOPMENT ORGANIZATIONS AND COMMUNITY PARTNERS TO IDENTIFY ECONOMIC TRENDS, VULNERABILITIES AND OPPORTUNITIES THAT COULD AFFECT SEDONAS TOURISM MINISTRY, IDENTIFY OPPORTUNITIES TO CONNECT TOURISM BUSINESSES AND TOURISM ASSETS WITH BROADER REGIONAL ECONOMIC DEVELOPMENT AND DIVERSIFICATION EFFORTS. I LOOK AT THINGS LIKE WORKFORCE DEVELOPMENT KIND OF FALLS INTO THAT PROFESSIONAL DEVELOPMENT. YOU KNOW, THAT'S WHERE I KINDA SEE THAT KIND OF STUFF LIVE. UM, COLLABORATE WITH REGIONAL PARTNERS ON INITIATIVES THAT STRENGTHEN THE LONG TERM COMPETITIVENESS AND RESILIENCE OF SEDONAS TOURISM INDUSTRY. AND THEN SHARE TOURISM RESEARCH TRENDS AND LESSONS LEARNED WITH ECONOMIC DEVELOPMENT AND COMMUNITY PARTNERS TO SUPPORT COORDINATED DECISION MAKING. AND THEN I THINK THIS IS THE ONE THAT I HOPE ANSWERS YOUR EARLIER QUESTION, BUT, UM, JUST PARTNER WITH OTHER CITY DEPARTMENTS TO REPRESENT THE VOICE OF TOURISM AND BOLSTER THE SUCCESS OF LEGACY PROJECTS. I THINK I WANTED TO USE THAT LANGUAGE 'CAUSE IT'S COMING OUT OF THE INPUT SESSIONS THAT WE DID AND JUST SORT OF LOOK AT THESE THINGS THAT ARE BIGGER THAN INDIVIDUAL DEPARTMENTS, RIGHT? AND LOOK AT THESE BROADER COMMUNITY THINGS. BUT ESSENTIALLY YOU'RE, YOU KNOW, OUR ROLE AS THE OFFICE IS TO REPRESENT THE VISITOR ECONOMY AND CITY PLANNING AND PROJECT DISCUSSIONS WHEN TOURISM RELATED IMPACTS OR OPPORTUNITIES ARE IDENTIFIED. WE'VE ALREADY BEEN DOING IT. IT FORMALIZES THIS A LITTLE MORE. I THINK THAT'S A LITTLE BIT OF WHAT I HEARD FROM COUNCIL TOO, ALTHEA WHEN WE, WHEN WE MET WITH THEM. AND THEN, UM, EDUCATE VISITORS ABOUT CITY PROGRAMS AND PROJECTS THAT BENEFIT THE VISITOR EXPERIENCE THROUGH APPROPRIATE TOURISM COMMUNICATION CHANNELS. SO A LOT OF THE WORK WE DO WITH OUR CAR FREE INITIATIVE, AGAIN, SUPPORTS BROADER CITY INITIATIVES. I GUESS WE DID IT IN TIME, SO I DON'T KNOW. GOOD JOB. I KNOW THAT WAS QUICK, BUT GREAT JOB ON THE PLAN. YEAH. YEAH. I MEAN IS I LIKE IT. I KNOW THAT IS, IS ANYTHING MISSING FROM YOUR PERSPECTIVE? THINKING REALLY? I REALLY LIKE THE, UH, THIS COMES FROM TOURISM CAMPAIGN IDEA I BROUGHT YOU ABOUT TOURISM. UH, YEAH. I I FEEL LIKE PEOPLE REALLY DON'T KNOW THE BENEFITS THAT, UH, THAT WE'RE RECEIVING. I TOOK THE MICRO SHUTTLE RECENTLY AND I WAS SORT OF TOUTING HOW GREAT THE EXPERIENCE WAS. AND ALL OF THE PEOPLE I KNOW WHO ARE IN THE SUSTAINABILITY COMMUNITY, NO ONE HAD EVER TAKEN THE MICRO SHUTTLE. AND I WAS SORT OF STUNNED BECAUSE IT'S SUCH A GREAT EXPERIENCE. I LOVE IT. I TAKE IT ALL THE TIME. . YEAH. YEAH, IT'S GREAT. I KNOW I'M TOUTING IT TO MY NEIGHBORS. AND WE GOT A COUPLE OF MINUTES. COULD YOU MAYBE LOOK AT THE NEW IN INITIATIVE THAT YOU HAD LISTED IN THIS, IN THE PACKET? WHAT, WHICH ONE? UM, I THINK IT'S LIKE PAGE EIGHT OR SOMETHING. NEW INITIATIVES INCLUDE ADVANCE DESTINATION MANAGEMENT AND SO FORTH. YEP. WE WENT THROUGH THIS ONE. SO ADVANCED DESTINATION MANAGER STRATEGIES, UM, I GUESS I'LL, I'LL GO THROUGH A LITTLE MORE IN DEPTH. BUT, UM, CONDUCT RESEARCH TO UNDERSTAND WHERE VISITOR PRESSURE AND TOURISM IMPACTS EXIST THROUGHOUT THE YEAR. DEVELOP SYSTEMS FOR MONITORING THOSE IMPACTS. SO YOU'VE HEARD ME PRESENT ON TRAFFIC VOLUME AND WAIT TIMES BEFORE, SO THAT SORT OF FORMALIZES THAT, THAT, SO I GUESS WHAT I'M, WHAT I WAS ASKING 'CAUSE I TRIED TO FOLLOW THROUGH, BUT, UM, FOLLOW AS YOU WENT ALONG. BUT, UM, SO DOES YOUR, DO YOU PERCEIVE THAT YOUR OFFICE, UM, INITIATES ANYTHING? OR ARE, ARE YOU CONSIDERED, DO YOU CONSIDER YOURSELF JUST KIND OF LIKE THE, THE COORDINATOR OF OFF OF THINGS BEING OFFERED? SO IF FOR INSTANCE, LET'S SAY YOU LOOK AT YOUR CHART OF, AND THERE'S A DEPRESSION IN DECEMBER OR WHATEVER, WOULD YOU CONSIDER THAT YOUR OFFICE WOULD BE, UH, PROACTIVE ON THAT AND SAYING, HERE'S SOMETHING WE COULD DO DURING DECEMBER TO BRING THE PEOPLE IN, UM, AND TO, UH, HAVE VISITORS AND RESIDENTS INVOLVED IN SOMETHING? OR DO YOU SEE YOURSELF AS BEING, WELL THIS IS SOMETHING THAT COULD BE DONE AND WE'LL TALK TO REC AND WE'LL TALK TO TRANSIENT, WE'LL TALK TO WHOEVER COORDINATE WHAT I THINK THE ROLE OF A TOURISM OFFICE IS, AT LEAST AS A ROLE OF A DMO TRADITIONALLY. AND I THINK WE'RE FINDING WAYS TO EXPAND IT, BUT I LOOK AT, UH, THE THREE E'S IN PUBLIC LAND MANAGEMENT AND IT'S ACTUALLY PRETTY UNIVERSAL ACROSS A LOT OF OTHER INDUSTRIES. I JUST LEARNED IN A PUBLIC LAND MANAGEMENT, YOU'VE GOT ENGINEERING, EDUCATION AND ENFORCEMENT. UM, WE REALLY SIT WELL IN THE EDUCATION. WE, WE KIND OF BUILD AWARENESS OF THINGS AND WE MAKE SURE PEOPLE ARE SMARTER ABOUT HOW TO VISIT SEDONA AND THAT SEDONA IS A DESTINATION THEY CAN TRAVEL TO AND HOW TO DO IT RESPONSIBLY AND RESPECTFULLY. UM, I THINK WHAT YOU MIGHT BE GETTING AT MORE IS SORT OF THAT ENGINEERING SIDE OF IT. AND I THINK THAT REALLY SITS OUTSIDE OF OUR WORK PLAN. UM, AND I THINK WE'VE GOT, YOU KNOW, OTHER DEPARTMENTS THAT HAVE A LOT MORE ENGINEERING. IT DOESN'T MEAN THAT WE'RE NOT [01:50:01] IN COMMUNICATION WITH THEM, BUT I THINK AS FAR AS LIKE BEING THE CATALYST FOR THINGS IN THE ENGINEERING SIDE OF IT, AND WE ALL, SORRY, THE LAST ONE'S ENFORCEMENT TOO. WE'RE NOT, WE'RE NOT ON THE, WE'RE NOT ON THE ENFORCEMENT SIDE OF IT EITHER. GREG, I CAN GET YOU A BADGE. YEAH, SURE. FOR SURE. EXACTLY. UM, HOW ABOUT ADAM'S, ADAM'S ROLE? IS, IS IT, IS IT, CAN YOU GIVE ME AN EXAMPLE? GIVE ME A SPECIFIC EXAMPLE AND I'LL, I'LL, 'CAUSE I CAN TALK ABOUT MY ROLE IN THAT, WHICH I ABSOLUTELY AM DOING THAT WITH DEPARTMENTS. MY, MY JOB IS TO REPRESENT CERTAIN INTERESTS IN THE MEETINGS THAT I ATTEND. AND SO I'VE ALWAYS GOT A CERTAIN LENS THAT I'M BRINGING TO IT AND I'M MAKING SURE THAT, YOU KNOW, THE TOURISM ASPECT IS REPRESENTED. SO WHETHER IT'S TRANSIT OR I'M TRYING TO UNDERSTAND AN EXAMPLE SO THAT MAYBE I COULD RELATE IT TO, TO, TO REAL LIFE. DO YOU HAVE ONE THAT YOU COULD NO, I'M, I'M THINKING, YOU KNOW, I'M LOOKING AT THE, THE, THE WAVE CHART FROM, UM, OCCUPANCY AND SO FORTH THAT WE CAN SEE THE, THE TRANSPARENCY HUB. AND I'M THINKING, UM, ARE WE, ARE WE CREATING THE, THE WAVE OURSELVES BY SAYING THIS IS HOW WE'RE, WE'RE MARKETING, YOU KNOW, THESE, THESE ARE OUR, OUR CAMPAIGNS. ARE WE ACTUALLY CREATING THE WAVE AND DO WE NEED TO LOOK AT THE DIPS AND SAY, IS THE CAMPAIGNS WE'RE WE'RE ACTUALLY DOING TO BRING IN PEOPLE AND SO FORTH? IS IT LACKING SOMETHING THAT'S CAUSING THOSE DIPS? SO IN OTHER WORDS, DO, DO WE NEED TO LOOK AT THE SUMMER, WHICH IS A REALLY A, A LOW DIP IN ALL CASES? AND DO WE NEED TO, AND WOULD IT BE THE RESPONSIBILITY OF THE TOURISM OFFICE TO LOOK AT THAT AND SAY, LET'S GO OUT AND FIND SOMETHING THAT OTHER PEOPLE ARE DOING DURING THIS PERIOD OF TIME AND THEN MAYBE WE CAN COORDINATE THAT AND GET SOME PEOPLE HERE TO DO THAT. OR IS THE OFFICE OF TOURISM TO SAY, IF I COME AND SAY AS A RANGER AND SAY, WELL WE REALLY THINK THAT, UM, UH, SOMETHING DURING CHRISTMAS WOULD BE REALLY GREAT, WE WOULD LIKE TO SPONSOR A SOCK OPERA OR WHATEVER IT MIGHT BE. DO WE COME TO YOU AND THEN YOU HELP US ORGANIZE THAT? OR, OR DO HOW, I GUESS I'M JUST NOT SURE HOW THE ROLE IS NOT AT THIS TIME DO WE DO THAT AS A, AS A TOURISM OFFICE. BACK IN THE DAYS OF THE CHAMBER, THEY DID USED TO, WHEN THEY OPERATED AS A TOURISM OFFICE, THEY WOULD SPONSOR CERTAIN EVENTS. UM, WE HAVEN'T GROWN TO THAT POINT YET AS, AS A TOURISM OFFICE. BUT I THINK THAT, YOU KNOW, I DON'T SEE THAT OUT OF THE RANGE OF POSSIBILITIES. UM, IT'S GONNA GO BACK TO THE BUDGET EVERY YEAR. SO IF THAT WAS SOMETHING THAT THIS GROUP, UM, IS STRONGLY ADVISING THAT THEY THINK THAT THE THE TOURISM OFFICE SHOULD BE SPONSORING EVENTS, UM, THEN THAT'S A DISCUSSION THAT, THAT I THINK YOU ALL SHOULD HAVE. AND WE SHOULD PROBABLY START HAVING THAT IN IN NOVEMBER OF ABOUT THINKING OF WHAT YOU, WHAT YOU WANT THE NEXT YEAR'S BUDGET, UM, TO INCLUDE. UM, I, YOU KNOW, AND, AND WE'RE STILL, NOT TO BRING UP OLD PAST, BUT WE'RE STILL WORKING WITH THE CHAMBER ON, YOU KNOW, WHO'S, WHO'S ON FIRST WITH CERTAIN THINGS, YOU KNOW. AND SO I KNOW THAT THEY DO A LOT OF WORK, UM, WITH EVENTS AND HELPING PROMOTE THEM THROUGH, THROUGH THEIR CHANNELS, WHETHER IT'S THEIR EMAIL BLASTS OR THEIR WEBSITE, WHICH GETS, UM, GREAT TRAFFIC ON. SO, UH, IT'S A, YOU KNOW, IT'S NOT A SIMPLE ANSWER, BUT I GUESS IN FEW WORDS, NOT AT THIS TIME, DID WE DO THAT EXACT EXAMPLE. WE DO JUST, SORRY, NOT TO BE A DEAD HORSE. WE DO HAVE A GRANTS PROGRAM THOUGH THROUGH, UM, THROUGH THE CITY WHERE NONPROFITS, UM, CAN APPLY FOR MONEY, UM, FOR, UH, WE DON'T SUPPORT OPERATIONS THROUGH THAT. BUT, UM, SO, UH, ALL EVENTS THAT ARE NONPROFITS ARE ABLE TO DO THAT. NOW, A LOT OF THE TILLOCK, IT'S NOT GONNA BE A NONPROFIT, IT'S, THAT'S A FOR-PROFIT THING, YOU KNOW. UM, SO WE DO, IF YOU'RE A NONPROFIT THROUGH THE, THE CITY'S GRANT PROGRAM, HAVE THAT. BUT ONE OF THE THINGS THAT WE COULD DO IS COORDINATE LIKE A CHRISTMAS MARKET. WE'RE DOING A HOLIDAY MARKET THAT'S A THREE DAY THING. BUT WHAT IF WE GOT TOGETHER WITH TILL LOCKA HOCKEY AND THE OTHER ENTITIES IN THE COMMUNITY AND CREATED A TRUE CHRISTMAS MARKET, HOLIDAY MARKET LIKE EUROPE THE EUROPEANS HAVE THAT COULD DRAW LAST FOR A WEEK OR TWO OR SOMETHING LIKE THAT. THAT COULD REALLY DRAW IN A LOT OF PEOPLE. MM-HMM . YEAH. 'CAUSE WE HAVE GOOD FOR EVERYBODY BREAKFAST WITH SANTA. WE HAVE, UM, THE, UM, OTHER CHRISTMAS ACTIVITIES GOING ON. UH, THERE'S A TREE LIGHTING IN TELECO HOCKEY AND YOU KNOW, IT SEEMS LIKE THEY'RE JUST LITTLE PIECES HERE AND THERE AND SILOS, YOU KNOW, IF, IF YOU KIND OF SAID, OKAY, SILOS COME UP FOR THE WEEKEND 'CAUSE HERE'S, HERE'S THE THINGS YOU CAN DO. UM, SPONSORED BY 16 CULTURAL PLAN. THERE YOU GO. YEAH. COMMUNICATION, CULTURAL PLAN, THAT'S WHAT WE NEED. GET OUT [01:55:01] OF THE SILO HABIT. WELL, UM, TWO MINUTES. I AM AVAILABLE IF YOU HAVE ADDITIONAL FEEDBACK ON THE PLAN, IF YOU WANNA TALK TO ME ABOUT IT, I WOULD LOVE TO SPEND TIME ON THAT OR YOU KNOW, HOW TO REACH ME OVER EMAIL IF YOU WANNA SEND ME ANY SPECIFIC FEEDBACK. BUT, UM, I DO LIKE THAT THIS WAS AN UPDATE TO A PLAN AND NOT A NEW PLAN. HOPEFULLY YOU SAW A LOT OF SIMILARITIES AND THEN I DO APPRECIATE THAT WE HAD TIME TO GO THROUGH WHAT I REALLY SEE AS SUSTAINABLY NEW, NEW THINGS, BUT ONES THAT A LOT OF THAT STUFF WE'VE ALREADY BEEN DOING, IT JUST WASN'T IN OUR PLAN. SO IT'S NICE TO NOW HAVE IT, HAVE IT IN A PLAN. BUT, [6. FUTURE MEETING DATE] UM, OUR NEXT MEETING IS CURRENTLY WEDNESDAY, NOVEMBER FOUR, AND IT SOUNDS LIKE WE'RE GONNA DO SOME WINTER CAMPAIGN LAUNCH. WE'LL DO A SUMMER CAMPAIGN REPORT AND MAYBE SOME NOODLING ON TOPICS, NOODLING ON BUDGET. AND THEN I, I DO, IF ANYBODY HAS A TOPIC THEY WANT TO SEE IN A FUTURE TAB MEETING, THIS WOULD BE THE ONE. UM, BECAUSE WE DON'T HAVE A FULL TAB MEETING WRITTEN, SO I'LL HAVE TO THINK ABOUT THAT WITH JOHN AND ALTHEA. SO IF YOU'VE GOT SOMETHING YOU WANT TO HEAR, LET US KNOW. IN THE PAST, UH, LAST YEAR WE HAD, UM, TRANSIT CAME IN AND GAVE AN OVERVIEW OF WHAT WAS GOING ON. I CAN'T REMEMBER WHO ELSE DID. THERE WAS AT LEAST TWO. SO IF THERE'S SOMETHING LIKE THAT THAT WE FEEL WE COULD BENEFIT FROM GETTING AN UPDATE ON, YOU KNOW, TO CONTINUE TO ADVISE WITH AS MUCH KNOWLEDGE IN OUR POCKET AS POSSIBLE, THAT WOULD BE THE KIND OF THING THAT WE'RE SORT OF LOOKING TOWARDS DOING. I'M TRYING TO CALL, THERE WAS A COMMENT ABOUT, UM, MEETING WITH TWO OR THREE OF US ON SPECIFIC ITEMS. UM, YOU KNOW, WE WANNA FOLLOW UP ON THAT IN SOME WAY OR WOULD, IF YOU, I, I CAN'T REMEMBER EXACTLY WHAT THE FORMAT WAS. I, I THINK IT WAS IF WE DIDN'T HAVE TIME TO GO THROUGH IT ALL TOGETHER, WHICH I THINK, I THINK WE JUST DID. BUT I AM AVAILABLE TO MEET WITH PEOPLE. YES. I THINK TOO, MAYBE JUST AS JUST A FINAL NOTE ON THE PLAN THEN, HENCE SEDONA EXPERIENCE, THE LAST ONE, THE PARTNER WITH CITY DEPARTMENTS TO REPRESENT THE VOICE OF TOURISM AND BOLSTER THE SUCCESSFUL LEGACY PROJECTS. MAYBE JUST FULL, IT SOUNDS LIKE FROM WHAT WE ALL SAID AT THE END, THIS CULTURAL PLAN, POTENTIAL COMMUNICATION, BREAKING DOWN SILOS, IF SOMETHING ADDITIONAL COULD BE IN THAT SECTION THAT'S A LITTLE BIT MORE DIALED IN AND SPECIFIC, THAT WOULD BE MY REALLY ONLY FEEDBACK THAT YEAH. ONE MORE ACTION STEP, STEP IN THERE POTENTIALLY BE LACKING BECAUSE IT SEEMS, I MEAN IT'S A GREAT PLAN AND LOOKING FROM WHAT IT WAS TO WHAT IT IS AND HOW IT'S REALLY DIALED IN AND IT'S, IT'S BECOME WHAT IT NEEDS TO BE BASED ON HOW WE HAVE BECOME IN TERMS OF DMMO AND AND ADVISORY BOARD AND ALL OF THAT. BUT I DO THINK THAT IT DOES SOUND LIKE WE ARE SORT OF WANTING JUST A LITTLE BIT MORE FROM THAT AND HOWEVER THAT'S APPROPRIATE. OBVIOUSLY THERE'S CERTAIN THINGS THAT AREN'T GONNA BE APPROPRIATE AND NEEDS TO GO THROUGH COUNSEL TO GET TO THAT NEXT STEP. BUT MAYBE JUST ONE ADDITIONAL THING, MAYBE FOR A TOPIC ON NOVEMBER 4TH OR WHEREVER YOU FEEL APPROPRIATE, SOMETHING I'M WORKING ON INDEPENDENTLY IS ACTUALLY STARTING TO LIKE GETTING REAL TIME DATA FROM COMPANIES LIKE CREATIVE GATEWAYS, RIGHT? I COULD TELL YOU WHAT REVENUE PERCENTAGE, YOU KNOW, LIKE ALTHEA DID MM-HMM . WITH THE HOTEL, BUT THAT REAL, LET'S PICK 10 COMPANIES FROM EACH VERTICAL AND SEE IF THEY WOULD COMMIT TO GIVING DATA BACK TO THE TOURISM OFFICE. I KNOW I WOULD. YEAH, I KNOW THAT MIGHT BE SOMETHING YOU AND I CAN JUST DO. YEAH. TOGETHER HONESTLY. YEAH, I THINK IT'S KIND OF A BUILDING ON OUR STONE OF TOURISM BUSINESS PERFORMANCE AND OUTLOOK. YEAH. INSTEAD OF HAVING A SURVEY. RIGHT. BUT WHEN I DO THAT SURVEY THEN I'M ALSO GETTING MORE DIRECT INFORMATION FROM YOU GUYS TOO. EXACTLY. I THINK ALSO AT THIS POINT, UM, HAVING A MEMBER OF THE TAB HELP ADVOCATE FOR THAT WOULD BE GOOD. I THINK I MIGHT KNOW SOMEONE. YEAH, EXACTLY. AWESOME. WELL I KNOW WE SAY GET OUTTA HERE AT FIVE. THANK YOU SO MUCH EVERYBODY. AGAIN, UM, IF ANYTHING ELSE COMES UP WITH THE PLAN, CONTACT ME. UM, I'VE GOT OUR DIRECTION. GREAT. THANK YOU. GOOD JOB MEETING OFFICIALLY ADJOURNED. * This transcript was created by voice-to-text technology. The transcript has not been edited for errors or omissions, it is for reference only and is not the official minutes of the meeting.