Tourism Advisory Board proposes $250K marketing budget for higher-income demographics

The Sedona Tourism Advisory Board (TAB) convened on September 3, 2025, to discuss critical strategies for enhancing tourism in the area. The meeting focused on evaluating current marketing efforts, budget allocations, and the onboarding of new board members.

The session began with a discussion on the effectiveness of current advertising strategies, particularly regarding Return on Advertising Spend (ROAS). Board members expressed concerns about the challenges of measuring the impact of digital advertising on tourism, especially with platforms like Google and Meta. The difficulty in tracking customer engagement and the effectiveness of ads was highlighted, leading to a consensus that more targeted marketing efforts are necessary.

A significant proposal emerged to increase the tourism marketing budget to $250,000. This would include maintaining the existing budget while adding an additional $100,000 specifically aimed at targeting higher-income demographics. The board agreed that focusing on individuals with household incomes above $150,000 could yield better results, especially in light of economic fluctuations.

The conversation then shifted to the onboarding of new TAB members. Members emphasized the importance of providing comprehensive resources to help newcomers understand the board's operations and the tourism landscape in Sedona. Suggestions included creating an organizational chart and compiling historical context about the transition of tourism management from the chamber of commerce to city control.

Future topics for discussion were also proposed, including the intersection of sustainability and tourism, updates on transit initiatives, and insights into upcoming development projects in Sedona. Board members expressed a desire for guest speakers from various sectors, including the Chamber of Commerce, to provide a clearer picture of ongoing marketing strategies and community impacts.

In conclusion, the meeting underscored the need for a more data-driven approach to tourism marketing and the importance of collaboration among board members and community stakeholders. The TAB plans to reconvene to finalize budget recommendations and further discuss strategies for attracting visitors to Sedona.