Local Leaders Propose Increased Winter Marketing Budget Amid Declining Retail Performance

Sedona's Tourism Advisory Board (TAB) convened on September 3, 2025, to address pressing concerns regarding the local economy and tourism marketing strategies for the upcoming winter season. A significant focus of the meeting was the need for increased funding to support marketing efforts, as many local businesses are experiencing financial strain.

The board discussed the current economic landscape, highlighting that while the top 20% of income earners have seen a slight increase in spending, the bottom 80% are facing stagnation. This disparity is expected to create challenges for local businesses, with some members predicting potential closures in the coming year. In light of these concerns, there was a consensus among board members that a proactive approach is necessary to bolster tourism and support local retailers.

One of the key proposals was to request additional funding from the city council, scheduled for discussion on October 14. The board debated the merits of increasing the marketing budget significantly, with suggestions ranging from a 25% to a 50% increase over the previous year's spending. The current marketing budget stands at approximately $2 million, which is notably lower than the $3 million budget managed by the local chamber of commerce in previous years.

Members emphasized the importance of targeting higher-income demographics, particularly those with household incomes of $150,000 and above, to maximize return on investment. The discussion included insights from various members about the effectiveness of targeted advertising strategies, with some advocating for a more focused approach rather than a blanket increase in spending.

The board also acknowledged the competitive nature of the tourism market, noting that other destinations are likely to increase their marketing budgets as well. This context underscored the urgency of their request for additional funds to ensure Sedona remains an attractive destination for affluent travelers.

In conclusion, the TAB is poised to present a compelling case to the city council for increased funding, emphasizing the need for targeted marketing strategies that align with the current economic realities. The outcome of this request will be crucial for supporting local businesses and sustaining Sedona's tourism industry in the challenging months ahead.