[{"_1":2,"_111":-5,"_112":-5},"loaderData",{"_3":4,"_26":27},"root",{"_5":6,"_17":10,"_18":19,"_20":21,"_22":10,"_23":-5,"_24":-5,"_25":10},"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","isFreedomPortal","routes/v2/article/layout",{"_28":29,"_30":31},"notFound",true,"relatedArticles",[32,75,87,99],{"_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,"_71":68,"_72":73,"_74":73},"mediaId",6453976,"mediaKeyId","5873575-de0e2c101cf8964faaea4023de7a2f92","parentId",5873575,"title","Sedona tourism staff report $2.5M estimated impact from summer campaign; ROAS 12:1 and winter plan includes high‑income test","audioSeconds",1135,"startMs",4794000,"endMs",5929000,"viewUrl","/Search/View?dp=1&key=5873575-de0e2c101cf8964faaea4023de7a2f92&start=4794&end=5929","thumbnailUrl","https://assets.pipeline.soar.com/5873575-de0e2c101cf8964faaea4023de7a2f92/thumbnail_4794000.jpg","articleUrl","/articles/6453976/Sedona/Yavapai-County/Arizona/Sedona-tourism-staff-report-25M-estimated-impact-from-summer-campaign-ROAS-121-and-winter-plan-includes-highincome-test","mediaUrl","https://secure.pipeline.soar.com/6453976-43d5191ebb5d28a7a213404950ee80d8/orig.mp4?Expires=1776064485&Signature=TYOA6cMWFNJJwsEnAYPYrENBMhLmtfB7R8asjBqzZvIM5kncInd38gSCVATOOL~rfa4coaCrqG3dY9IB8kNeJQRuWociCjP5w6jgBCWkPxdY6LdK7VcevaaWfSzw84tz9xohQ8QWoJCqqbcCrLqV92MGAGgND20nwjh2E-KL6DfQWgqcqRMILoUCK46y1jBA7GyPWfB2377j5FPOk7AApdshXuXWjHmWInY7XdDTZRYX2hOp7iAvAr-mZx5mGBQ4rkKskmZSywy~6ACYr5vHmA9gZWR4wOM-niYrAMbhvZAIM37yUvPfO2U7d2~OIAKBHFAW6OlGpEc83mRSxYjMyg__&Key-Pair-Id=KUT5TJCACFTXG","author","Sedona","date","2025-10-01T00:00:00Z","article","Tourism program staff presented summer campaign results and a proposed winter campaign allocation to the Tourism Advisory Board, reporting a 12-to-1 return on ad spend (ROAS) from attribution tracking and an estimated $2.5 million in economic impact tied to the campaign.

The presenter said Datafy remains the city's chosen attribution vendor because, among other reasons, it can map ad visits to points of interest and deliver near‑real-time reporting. The presenter said the summer campaign produced more than 4.2 million impressions across channels, and that the 12:1 ROAS yielded an estimated $123,000 in sales and bed tax for the city. \"That 12 to 1 return on investment meant that we saw over $2,500,000 in economic impact,\" the presenter said.

Staff and the marketing partner DVA reviewed which channels delivered visits that were later observed in market. The board heard that connected-TV (CTV) performed better than expected for attribution, nearing parity with web ads, and that the destination attracted a higher-share audience with household incomes above $150,000 (22 percent of attributed visitors). The presenter said average daily rates and length of stay differed by lodging type: hotels’ average length of stay rose slightly and short-term rentals had higher average stays.

The winter campaign recommendation being taken to council would raise the program’s per‑visitor target to $2.50 and includes a pilot test that focuses advertising to households with incomes of $250,000 and higher. The presenter said staff will cap attribution windows as they do now and will monitor results over an extended period; one board member recommended keeping the test open for nine months to capture longer booking windows for higher‑income travelers.

Why it matters: staff said advertising attribution is becoming more difficult as device-based tracking declines, so now is the time to test targeted strategies while attribution still yields actionable data. Board members stressed that email marketing lists remain a valuable, low-cost channel and urged more incentives to grow the city’s opt‑in lists.

Board members asked about spend breakdowns and vendor selection; the presenter said an agency review found Datafy still best matched the city’s need for point‑of‑interest attribution and real‑time feeds, though staff plan to keep a second vendor as a reserve if attribution capture declines.

Ending: Staff said they will present the winter campaign funding request to council on Oct. 14 and will publish fuller August research, including credit‑card spend data, in the tourism business newsletter next week.","mediaType","Video","parentTitle","Sedona - Tourism Advisory Board (TAB) Meeting","oneSentenceSummary","Tourism program staff presented summer campaign results and a proposed winter campaign allocation to the Tourism Advisory Board, reporting a 12-to-1 return on ad spend (ROAS) and an estimated $2.5 million in economic impact.","taxTitle","Sedona, Yavapai County, Arizona","taxId",54295,"location","headline","","shortSummary",{"_33":76,"_35":36,"_37":38,"_39":77,"_41":78,"_43":79,"_45":80,"_47":81,"_49":82,"_51":83,"_53":84,"_55":56,"_57":58,"_59":85,"_61":62,"_63":64,"_65":86,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6453980,"Sedona managers review 'Sedona in Motion' improvements: uptown lanes, parking garage and crosswalk rules",1040,2549000,3589000,"/Search/View?dp=1&key=5873575-de0e2c101cf8964faaea4023de7a2f92&start=2549&end=3589","https://assets.pipeline.soar.com/5873575-de0e2c101cf8964faaea4023de7a2f92/thumbnail_2549000.jpg","/articles/6453980/Sedona/Yavapai-County/Arizona/Sedona-managers-review-Sedona-in-Motion-improvements-uptown-lanes-parking-garage-and-crosswalk-rules","https://secure.pipeline.soar.com/6453980-24fd4aec27e4d64f1d6e224e318574b8/orig.mp4?Expires=1776064485&Signature=jU4FQyHjqJwoQKKuzeXkJICQolhXYJ9Nlvdb-uvY1d1HqKv5P-wCFflUlU8sq60dmIdwyqAfjk-1QI2-cj1j~7hnxk43UellGwktF9zrKc56TVXWH-fwOll8vhyfJNR-lBX~oey0n1rVpGtaNYrLe7euBKJBYgtxl4CL5qH8Tgoi-IxRcK2G1bxUnRD6qnEyHSHs~4pcAeFRxq8SJxU4x-xGvzndkjeLKMptMxTcWtCD8dpyzH7c~AmBtJBK1WCsY68Cu6zSJykFeIveyJkkBhTDD3o7ki5TF7HJ1ITiw793bAd~BCkspXQOxknidohCVrnglzasUqtvkNwdbGD4ag__&Key-Pair-Id=KUT5TJCACFTXG","Andy Dickey, deputy city manager, gave the Tourism Advisory Board a status update on Sedona in Motion, the city’s transportation master-plan program, and outlined near-term projects that city staff are advancing to ease congestion in Uptown.

Dickey said early SIM projects \"made pedestrian crossing efficient, reduce left hand turning through Uptown, create the second southbound lane,\" and said the work reduced travel times that had previously reached 45 to 60 minutes down to 15 minutes in routine conditions. He defended a zipper-merge approach, saying: \"If we can get the utilization of both lanes, now our capacity, doubles.\"

Dickey described the city’s parking strategy around the new garage. He said staff are preparing a residential permit parking zone covering Smith, Wilson and Banderon streets from Forest Road up to Schnebly, and that the parking guidance technology will include wayfinding, space monitoring and a fee structure to manage demand. He said the garage and related guidance work will support a \"park once\" strategy anchored to a south and a north hub — the municipal lot at Schnebly and the new garage.

On the Oak Creek undercrossing and the adjacent at-grade crossing at Tlaquepaque (the arts complex cited in the meeting), Dickey said the city and Arizona Department of Transportation (ADOT) agreed to test the undercrossing and that staff use a travel-time rule to decide when to close the at-grade crossing. \"When we have what we consider a moderate to severe congestion event ... that's when our travel time tells us from Bell Rock Boulevard to the Wye that we're over 18 minutes in travel time. We close it,\" he said, adding staff work with ADOT and property owners on analysis and timing.

Dickey said the Uptown Circulator study, which would create a loop linking shops, lodging and parking in Uptown, is underway and that staff expect a final report to reach council in January 2026. He also said transit operations facility design is in progress to support a growing fleet.

Why it matters: the SIM strategies combine roadway reconfiguration, multimodal pathways, parking management and transit to reduce through traffic, improve safety and support local businesses.

Board members asked about a proposed pedestrian overcrossing, the potential for renaming routes and the effectiveness of recent lane and roundabout changes. Dickey said the overcrossing concept (SIM 2) remains on the long-range list and is not currently budgeted. He also described the Forest Road connector and other completed SIM elements and said the city is collecting travel-time and usage data to evaluate projects.

Ending: Dickey said staff will continue outreach and analysis with ADOT and property owners and will present further recommendations as design and monitoring data become available.","Deputy City Manager Andy Dickey reviewed the Sedona in Motion strategies, including Uptown lane work, zipper-merge guidance, a new parking garage with permit zones, and the monitoring regime that governs when an Oak Creek crosswalk is closed during congestion.",{"_33":88,"_35":36,"_37":38,"_39":89,"_41":90,"_43":91,"_45":92,"_47":93,"_49":94,"_51":95,"_53":96,"_55":56,"_57":58,"_59":97,"_61":62,"_63":64,"_65":98,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6453985,"Sedona reports more than 1 million shuttle rides since 2022; Connect microtransit to pilot Chapel neighborhood",1300,925000,2225000,"/Search/View?dp=1&key=5873575-de0e2c101cf8964faaea4023de7a2f92&start=925&end=2225","https://assets.pipeline.soar.com/5873575-de0e2c101cf8964faaea4023de7a2f92/thumbnail_925000.jpg","/articles/6453985/Sedona/Yavapai-County/Arizona/Sedona-reports-more-than-1-million-shuttle-rides-since-2022-Connect-microtransit-to-pilot-Chapel-neighborhood","https://secure.pipeline.soar.com/6453985-9aca745c72e8ea6bbb6498509326db8b/orig.mp4?Expires=1776064485&Signature=jj8YreWbNJox0pll~Qf8Xxw-03Byzsw~JeXwm1QXKFa9-ILD-y8XAmI-UmQT5UY2RFdPSCSLTtzuk9Eoto5Coy4Z6Kjkkp-Bovkf01rnSpwlmYAPa0OHX6gYyH2uAdV562CnHC0Wv4DOqz044ecoz6WyUkRL7FPZbgRriqg13OZZf~iWbjK7JykB1fy8tNVZ~~GaPywxUIQGelgduAIzEIxG4YZL48bJ3XhZh94Nsnml6yDTXV5VnAkiDC3VQASSjr2OOTId4ZO618jcZCNuXTxW0P6q3qOtyTzYcfQE5HqGxNUNqxogf6G6uN5r2i2pou8Yd02BaLtGJRil7LCOPg__&Key-Pair-Id=KUT5TJCACFTXG","Amber Wagner, the City of Sedona’s transit administrator, told the Tourism Advisory Board that the Sedona Shuttle system has provided more than 1 million boardings since launching in March 2022 and that the city will begin a neighborhood pilot in November to expand its Connect on-demand service.

Wagner said: \"We currently operate 3 park and ride lots 3 shuttle routes. And service to 5 major trailheads,\" and reported that in fiscal year 2025 the system recorded more than 358,000 boardings, which she said \"removed more than a 129,000 vehicle trips to the community.\" She added the system carries about \"1,200 passengers per day on these routes.\"

The Connect microtransit service — an app-based, door-to-door ride that Wagner compared to ride-hailing — launched in August 2024. Wagner said the Connect fare is $2 each way and that the city provided over 14,000 Connect rides in fiscal year 2025. For the Chapel and Mystic Hills expansion Wagner said the city will pilot stop locations and outreach with the Chapel Neighbors core committee and expects the pilot to start in November.

Why it matters: city and board members said the shuttles are intended to reduce car traffic at popular trailheads and in residential neighborhoods, and to provide mobility to residents who lack reliable transport.

Board members and residents pressed staff on capacity, equity and accessibility. Wagner said Cathedral Rock route \"is pretty saturated, and that is stabilizing. So we're probably at capacity at Cathedral Rock, but the others, we have growth for ridership.\" When asked how many vehicles support Connect, Wagner replied the program is operating with five vehicles in the Connect fleet, using four at peak service and holding one spare; she said an additional vehicle the city ordered in February should arrive in fall or spring.

Board members raised concerns about non-app users and payment methods. Wagner said Connect supports app payment and phone reservations, and that drivers also accept cash. Wagner said the program provides multilingual materials and that outreach has included paid social, household mailers, coupon mailings to every household in Sedona and partnerships with hotels and the community center.

The group also discussed micromobility. Wagner said the transportation master plan considered scooters and e-bikes and noted tradeoffs: scooters can create clutter while e-bikes appear to have greater market demand. She said the city has discussed a potential mobility hub on a former gas-station property it acquired along the corridor but said the community and congestion implications remain under study.

Wagner described outreach pilots and metrics the city will monitor: Connect will expand to Chapel/Mystic Hills in November, a North of Sanborn pilot is planned for spring, and staff will measure ridership patterns, pick-up/drop-off locations and neighborhood impacts. She also said the Trailhead shuttle program remains free and that the city provides free parking at park-and-ride lots that serve the trailhead routes.

Board members recommended additional Spanish-language materials, on-site outreach at the community center and promotion through hotel concierges; Wagner said the city has begun those efforts and will continue targeted campaigns.

Ending: Wagner said staff will return with more data as pilots roll out and invited board members to provide targeted feedback on stop locations and outreach tactics.","City transit staff told the Tourism Advisory Board the Sedona Shuttle has logged over 1 million boardings since March 2022, and the app-based Sedona Shuttle Connect will expand with a Chapel/Mystic Hills pilot this fall. Officials and board members discussed capacity, fares, vehicle counts and outreach.",{"_33":100,"_35":36,"_37":38,"_39":101,"_41":102,"_43":103,"_45":104,"_47":105,"_49":106,"_51":107,"_53":108,"_55":56,"_57":58,"_59":109,"_61":62,"_63":64,"_65":110,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6453971,"TAB approves prior meeting minutes",28,792000,820000,"/Search/View?dp=1&key=5873575-de0e2c101cf8964faaea4023de7a2f92&start=792&end=820","https://assets.pipeline.soar.com/5873575-de0e2c101cf8964faaea4023de7a2f92/thumbnail_792000.jpg","/articles/6453971/Sedona/Yavapai-County/Arizona/TAB-approves-prior-meeting-minutes","https://secure.pipeline.soar.com/6453971-a3fc9e56dc43acf1a29433f518b47818/orig.mp4?Expires=1776064485&Signature=iB8u1aVr~rbPSJGCV66KtdP2rcpE7OSthQ6xDmQoC7AF5nT8p7kgaZbMik6BI~BTLcpq8Hi7DDZzEc2faBhQSk5bwNunm52v9bhjtc0cqtiE3~Us84Y-CUSrMChJvpc8Jrd1x7af9fcYl0CUfB5nVXAurAZ34qCn1JbPIKoToJ3GCG7UjnDCpPYfn2p25WKCI99KWGJTEUa0TFat2o1YwTO80Vs0CCYGCpoC44lBMri6iu9QPKerPgiBX2WKc3-PjnjA2Nu5aE4DBeTl6gjVZIpk0KycjUwgSCTAE2lyo0fICjGqF2hgBmOhZD1RsCoWcz2GRs6lJ65~BH8mJmdcyA__&Key-Pair-Id=KUT5TJCACFTXG","Chair John Fitzgibbons asked for a motion to approve the minutes from the prior meeting. A board member moved, another seconded, and the chair called for the voice vote: \"All in favor, aye?\" Multiple members responded, \"Aye.\" The chair said, \"Any opposed? Approved.\" The board recorded the minutes as approved.

Why it matters: approving minutes is a routine procedural step that finalizes the record of the prior meeting and allows the board to proceed with the current agenda.

Ending: The agenda then moved to regular business and staff updates.","The Tourism Advisory Board moved to approve the previous meeting’s minutes; the motion was seconded and approved by voice vote.","actionData","errors"]

Article not found

Sedona tourism staff report $2.5M estimated impact from summer campaign; ROAS 12:1 and winter plan includes high‑income test

Sedona managers review 'Sedona in Motion' improvements: uptown lanes, parking garage and crosswalk rules

Sedona reports more than 1 million shuttle rides since 2022; Connect microtransit to pilot Chapel neighborhood

TAB approves prior meeting minutes