[{"_1":2,"_98":-5,"_99":-5},"loaderData",{"_3":4,"_25":26},"root",{"_5":6,"_17":10,"_18":19,"_20":21,"_22":10,"_23":-5,"_24":-5},"user",{"_7":8,"_9":10,"_11":10,"_12":-5,"_13":-5,"_14":15,"_16":-5},"roles",[],"isAuthenticated",false,"isPremium","planName","subscriptionStatus","featureFlags",{},"insightsBudget","isDevelopmentHost","userPreferences",{},"recaptchaSiteKey","6LcvOJcUAAAAAHsB-gPGfGktcRlKpH7OTIU_dMTD","isImpersonating","impersonation","affiliateStatus","routes/v2/article/layout",{"_27":28,"_29":30},"notFound",true,"relatedArticles",[31,74,86],{"_32":33,"_34":35,"_36":37,"_38":39,"_40":41,"_42":43,"_44":45,"_46":47,"_48":49,"_50":51,"_52":53,"_54":55,"_56":57,"_58":59,"_60":61,"_62":63,"_64":65,"_66":67,"_68":69,"_70":67,"_71":72,"_73":72},"mediaId",6595509,"mediaKeyId","3032471-cb0c8be21e76ccc57581eef19001e1ad","parentId",3032471,"title","TAB briefing: new residential short‑term rental layer, traffic 'pain‑cave' mapping and upcoming Forest Road and kiosk milestones","audioSeconds",508,"startMs",5822000,"endMs",6330000,"viewUrl","/Search/View?dp=1&key=3032471-cb0c8be21e76ccc57581eef19001e1ad&start=5822&end=6330","thumbnailUrl","https://assets.pipeline.soar.com/3032471-cb0c8be21e76ccc57581eef19001e1ad/thumbnail_5822000.jpg","articleUrl","/articles/6595509/Sedona/Yavapai-County/Arizona/TAB-briefing-new-residential-shortterm-rental-layer-traffic-paincave-mapping-and-upcoming-Forest-Road-and-kiosk-milestones","mediaUrl","https://secure.pipeline.soar.com/6595509-d605f6d104be917e45ae13f94cd8adaa/orig.mp4?Expires=1769896176&Signature=aKk3bZ9DnnJckMzjLZmz8BxuxJwKm8udxlIwctyrlmZTehIXzKsnuwansI6OvXSbXaBk2I0z1yEzpY-yP-N~F2K~1YXgDIyIajVtYSMLBzV7GsYHSd3FHN2BFW9pkzOMC-DMezRUxAru34vxcOLH8pcA~92RZPpIJMi9cUvYN~pu8xi8Tf~Dvf2l~mHxdIY6HaA2XOexXaM4UKCLb6FMsU-2gDu6v7d7JYeKlXAe2HRWpCLqs6vMeGcOuremR9D6TQOfXPEb6nXVfQckIpfudNdfz-XY5XHuBTrLwnWLDXl725l0gl7G8xlRuzITvSYfRDiMPJz8eF9ne578e7tBRg__&Key-Pair-Id=KUT5TJCACFTXG","author","Sedona","date","2025-04-16T00:00:00Z","article","At the April 16 Tourism Advisory Board meeting staff presented research updates including a new short‑term rental (STR) data layer limited to residential zones, updated lodging metrics, and a new traffic analysis that maps moments of severe congestion — described by staff as a “pain cave” threshold — at Sedona’s three main entry corridors.

Data and methods: Staff said the city’s analytics team worked with GIS to restrict scraped Airbnb/VRBO listing data to residentially zoned parcels. That change reduced commercial‑zone listings (hotels/timeshares) from the STR scraping dataset and increased the residential‑zone average daily rate (ADR) in year‑to‑date reporting from about $336 to $363, according to staff. Staff also noted the limitations of scraped data (for example, owner‑occupied blackout dates can inflate apparent bookings) and said they retain a smaller directly reported dataset from property managers for cross‑checking.

Traffic and infrastructure work: Staff described a new approach to measuring congestion by identifying a “you‑see‑red” or pain‑cave threshold at three entry points — the Cooks Hill/Bell Rock Boulevard approach, the 179 roundabout approach from the Canyon (Trout Farm/89A), and the Y at 179/89A — and mapping how often traffic metrics cross that threshold since 2019. “I established that, you see red threshold, the pain cave threshold on each of the 3 entry points,” a staff member said, and staff told TAB they would overlay occupancy and demand data and watch changes after the Forest Road connection opens in May.

Other operational updates: Staff said the city is testing kiosk hardware (a vendor test drive was scheduled), is in final stages of hiring a second tourism coordinator, and will bring short‑term rental and traffic findings to City Council for policy discussion. Staff reiterated that the crosswalk at a key Uptown location has been closed as part of an ADOT test and that ADOT will review data before deciding whether to make the closure permanent or pursue other crossing designs.

Why it matters: The refined STR layer gives the city a more focused view of residential STR performance; the traffic pain‑cave mapping is intended to provide evidence‑based thresholds to evaluate whether and when infrastructure projects such as the Forest Road connection or a parking garage reduce severe congestion. Staff said they would present the methods and results to Council and return to TAB with further analysis.","mediaType","Video","parentTitle","Sedona - Tourism Advisory Board (TAB) Meeting - Apr 16, 2025","oneSentenceSummary","Staff presented updated research at the April 16 TAB meeting showing a new residential short‑term rental data layer, an analysis of congestion ‘pain‑cave’ thresholds at three city entry points and forthcoming operational milestones including a May Forest Road connection and a kiosk test drive.","taxTitle","Sedona, Yavapai County, Arizona","taxId",54295,"location","headline","","shortSummary",{"_32":75,"_34":35,"_36":37,"_38":76,"_40":77,"_42":78,"_44":79,"_46":80,"_48":81,"_50":82,"_52":83,"_54":55,"_56":57,"_58":84,"_60":61,"_62":63,"_64":85,"_66":67,"_68":69,"_70":67,"_71":72,"_73":72},6595514,"Cyclists and trail groups urge Sedona to fund full‑time trails and shared‑use pathway coordinator",5525,1199000,6724000,"/Search/View?dp=1&key=3032471-cb0c8be21e76ccc57581eef19001e1ad&start=1199&end=6724","https://assets.pipeline.soar.com/3032471-cb0c8be21e76ccc57581eef19001e1ad/thumbnail_1199000.jpg","/articles/6595514/Sedona/Yavapai-County/Arizona/Cyclists-and-trail-groups-urge-Sedona-to-fund-fulltime-trails-and-shareduse-pathway-coordinator","https://secure.pipeline.soar.com/6595514-cfae00b6174e50ff673692cb6b40f57c/orig.mp4?Expires=1769896176&Signature=lFrsGTmrk7mMOJaG~uB8Csa93Us2m2Akd4buTCFMiJUKBc1gz18RTRBZf2UCwO4Xd7VOhvY8VYvEEPvPxeYS0~SsVpgciw5DVrgG8tsdlUGNDG1dkuWIDd2mnWxgkOJTBTuhJCzv8K8binzumPtm5SqNRZ31x4~aAQIltc1zd-Hovwx6zZDATc8qlxsTmlpwOWbYGO85u7qN1dBV1otIoeuwSmI10Et8ss-3BL9i7y6gG7~vQaS3bKlLV0UcpdPLO0rXk0h~zJxnVI2Afr5418D6Db73jmEHHIeJ0CqmoxA2g6nX1ZEPYo1VL-phyhu9uka7yVfio3RjsWqp0L4eDA__&Key-Pair-Id=KUT5TJCACFTXG","Three public speakers at the Sedona Tourism Advisory Board meeting on April 16 urged the board to recommend that the City of Sedona create a full‑time city trails and shared‑use pathways coordinator to better manage an extensive regional trail network and protect visitor and resident experiences.

Tracy Randall, president of the Verde Valley Cyclists Coalition and a board member of the Sedona Red Rock Trail Fund, told TAB that “without a full time staff member with expertise in non motorized trails, the city lacks the capacity to fully integrate trail‑related considerations into its planning.” Randall said dedicated staff would help reduce car dependency and better distribute visitor use across the system.

Kevin Adams, who said he lives in the Village of Oak Creek and serves as treasurer of the Verde Valley Cyclists Coalition and as chair of the Arizona Outdoor Recreation Coordinating Commission, described the scale and cost of maintaining non‑motorized trails in the Red Rock Ranger District. “Maintaining this network is very expensive. It costs about a million dollars a year with $700,000 of that going to Sedona and the Village of Oak Creek,” Adams said. He noted that the Cathedral Rock Trail deferred maintenance project cost $550,000 and that federal funding typically covers a small fraction of local needs.

Jeff Hollister, a board member of the Verde Valley Cyclists Coalition, emphasized trails’ economic value and fundraising mix. He cited a 2020 University of Arizona figure for consumer surplus per trail visit and a local study estimating roughly 2.7 million annual trail visits and roughly $1.8 billion in consumer surplus for Sedona. He and the other speakers asked TAB to recommend that the city establish a dedicated trails position and increase investment in trail upkeep and coordination.

Board response and next steps: Board members asked whether TAB could add the topic to a future agenda for further discussion; staff said they would evaluate the timing relative to council budget deadlines. A staff member confirmed the city currently contributes roughly $112,000 annually toward trail maintenance funding and that the city and local partners have previously used matching approaches. TAB did not take a formal vote but agreed to place the topic on a future meeting agenda for follow‑up, noting budget timing and potential alternatives for staffing or partnerships.

Why it matters: Speakers said a dedicated city trails coordinator would help plan safe shared‑use routes (for example, routes that would connect Posse Grounds to Uptown), coordinate shuttle connections, work with the U.S. Forest Service on reroutes such as Devil’s Bridge, and improve safety and maintenance planning for high‑use trails that are integral to Sedona’s tourism economy and residents’ quality of life.","During public comment, three representatives of trail advocacy organizations urged the Tourism Advisory Board to recommend that the City of Sedona create a full‑time trails and shared‑use pathways staff position to coordinate planning, maintenance and safety across local and Forest Service trail projects.",{"_32":87,"_34":35,"_36":37,"_38":88,"_40":89,"_42":90,"_44":91,"_46":92,"_48":93,"_50":94,"_52":95,"_54":55,"_56":57,"_58":96,"_60":61,"_62":63,"_64":97,"_66":67,"_68":69,"_70":67,"_71":72,"_73":72},6595518,"TAB backs trial of connected-TV ads, staggered flight timing and market caps for Sedona summer campaign",3716,2024000,5740000,"/Search/View?dp=1&key=3032471-cb0c8be21e76ccc57581eef19001e1ad&start=2024&end=5740","https://assets.pipeline.soar.com/3032471-cb0c8be21e76ccc57581eef19001e1ad/thumbnail_2024000.jpg","/articles/6595518/Sedona/Yavapai-County/Arizona/TAB-backs-trial-of-connected-TV-ads-staggered-flight-timing-and-market-caps-for-Sedona-summer-campaign","https://secure.pipeline.soar.com/6595518-4c08cf5665f494f9766faf7de5a04595/orig.mp4?Expires=1769896176&Signature=Z9z4uc29T67W1LjOK1AvAxHg1NKoICfF5JxUALeqipBBt51dIJIaRye3OD9sPLBXoH9tjYd1HnO1ReuUqCZrpUlZLpKcF94eN5JQwObYWAcDbzV~1wCH7yChsUkZZAVxFu8o8ObhnQw5N4tjMkDdb12aelZOGeZLs3SK~PTpxGbKUGKK2pNt5vQ4yfm7omq2mDzRL2E6xqDhm2rotZjtM5WN61iLCwXgtsOndKw2UrIIH4pX~Z-IAKBmNF7PWx0NA7d4qpO4BVIkdKZqxVgDd2S-~hEz6rKmFFhJfNFg45rRr-asyoOYVqaGaS76mfK4YWGlYBqQO0PUP5VSvEG51A__&Key-Pair-Id=KUT5TJCACFTXG","The Sedona Tourism Advisory Board on April 16 reviewed results from the winter marketing campaign and signaled consensus support for staff’s summer 2025 strategy, including a trial of connected‑TV advertising and staggered ad flights for long‑haul markets. The board’s support was contingent on staff follow-up and City Council approval.

The presentation, led by a staff member identified as Lauren, summarized campaign performance and attribution metrics and recommended adding CTV as a new channel, capping spending in some large flight markets and staggering the start of flight‑market ads earlier than drive‑market ads. “So in general, I’m really happy with that 67 to 1 ROAS,” the staff member said when describing winter campaign returns on ad spend.

Why it matters: Staff told the board the winter campaign generated sizeable on‑site activity and hotel attributions, and that a CTV trial could reach older, higher‑income viewers who typically plan trips further in advance. That matters because Sedona’s visitor profile and booking windows — hotels often book four weeks or more out while short‑term rentals cluster around six to seven weeks — affect when to put ads into market to influence arrivals.

Key details: Staff reported attribution-driven metrics including about 15,000 device‑days in market from attribution ads and roughly 5,448 hotel nights attributed to the winter flight. Staff said the winter campaign produced a 67:1 return on ad spend (ROAS) and an estimated $3.30 return in sales and bed tax to the city for every dollar spent. For the proposed summer plan staff outlined a budget allocation that includes paid search, in‑market Meta advertising, attribution web ads and a new CTV allocation; staff described the planned line items as roughly $12,000 for paid search, $14,500 for in‑market Meta, $70,500 for attribution display and an attribution‑based CTV allocation presented as part of the recommendation.

On market strategy, staff recommended: (1) placing spending caps on New York, Minneapolis and Seattle because those large flight markets can exhaust budget without producing the best ROI; (2) staggering campaign flights so that flight‑market ads run four to six weeks earlier than drive markets to match booking windows; and (3) running A/B tests that target higher household‑income thresholds to determine whether raising the income target yields longer stays and more spend per trip.

Board reaction and next steps: Board members asked for AB testing and cautioned that targeting higher incomes can change creative, audience size and cost. One member framed the recommendation as “test and measure,” and the group agreed by general assent to let staff present the CTV trial and the staggered‑flight approach to City Council, with the board requesting follow‑up reporting. Staff emphasized the allocation was drawn from the existing advertising budget and that council approval would still be required for the content and timing. The board did not take a formal vote; members expressed verbal consensus and asked staff to report back with results and refined attribution windows.

The board’s endorsement is advisory; City Council must approve the specific spend and channel additions. Staff said they would bring detailed creative and attribution windows to Council and return to TAB with post‑flight performance and any AB‑test findings.","Sedona’s Tourism Advisory Board reviewed winter campaign results and gave staff a consensus-level go‑ahead to test connected-TV (CTV) ads, stagger flight-market ad timing and place spending caps on some out-of-market cities; the plan requires City Council review and budget approval.","actionData","errors"]

Article not found

TAB briefing: new residential short‑term rental layer, traffic 'pain‑cave' mapping and upcoming Forest Road and kiosk milestones

Cyclists and trail groups urge Sedona to fund full‑time trails and shared‑use pathway coordinator

TAB backs trial of connected-TV ads, staggered flight timing and market caps for Sedona summer campaign