Marketing Team Evaluates Austin as Replacement for Dallas in Target Demographics

The Sedona Tourism Advisory Board (TAB) convened on September 3, 2025, to discuss critical strategies for enhancing tourism in the region. The meeting highlighted the importance of accurately targeting demographics and income levels to optimize marketing efforts and attract a diverse range of visitors.

A significant portion of the discussion centered around the classification of potential tourists, particularly the "wellness seeker" demographic. Board members expressed concerns that the current income brackets used to define this group may not adequately reflect the spending power of individuals seeking high-end wellness experiences, such as spa visits. This raises questions about how effectively the TAB is representing the entire community, as there is a risk of alienating lower-income households if the focus shifts too heavily toward wealthier tourists.

The conversation also touched on the need for a balanced approach to marketing strategies. Board members emphasized the importance of not only targeting affluent markets but also ensuring that the needs of the entire community are considered. This includes recognizing that families, often overlooked in current marketing strategies, can fit into various tourist categories based on parental income levels.

Another key topic was the potential for refining target markets. The board discussed the effectiveness of current marketing efforts directed at cities like Dallas and the possibility of replacing it with Austin, which has a younger, eco-conscious demographic. Members noted that Austin's growing population and wealth could provide a better return on investment for tourism campaigns compared to Dallas.

The TAB also considered the importance of data-driven decision-making in refining their marketing strategies. There was a consensus on the need for testing different markets to determine which demographics yield the best results. This approach would involve running parallel campaigns in different cities and analyzing the return on advertising spend (ROAS) to make informed adjustments.

In conclusion, the Sedona TAB's discussions underscored the necessity of a nuanced understanding of the tourism market. By balancing the representation of diverse income levels and demographics, and by employing data-driven strategies, the board aims to enhance Sedona's appeal as a tourist destination. Future steps will likely involve testing new markets and refining existing strategies to ensure that all community members benefit from tourism growth.