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Discover Flagstaff sees high email clicks but low sweepstakes entries; adds privacy disclaimer
Summary
Marketing staff reported strong email engagement and Route 66 passport momentum but said sweepstakes clicks did not convert to entries; the team added a privacy disclaimer to entry forms to increase conversion.
At the June meeting Discover Flagstaff staff reported that outward email campaigns reached about 30,000 recipients and produced strong click metrics, but sweepstakes page views have not converted into expected entry counts. Sabrina Beard, marketing, said the team’s top clicks included the "City of 7 Wonders" content, the Flagstaff Festival sweepstakes and lodging information, but entries for sweepstakes have lagged.
Beard said staff suspect growing privacy concerns may be suppressing entries and described a new disclaimer informing potential entrants that their information will remain private and used only for the sweepstakes. The same disclaimer has been added to the summer “Be Cool” sweepstakes effort.
Staff also reported positive signs for local programming: the Flagstaff local newsletter showed the July 4 drone show as the top click and the Trails passport program reported higher check‑ins even while new signups were down. Discover Flagstaff is producing a tangible Route 66 passport booklet for distribution at the visitor center and continuing website updates, including a stakeholder calendar to help partners prepare for visitor influxes on festival weekends.
No formal commission actions were taken; staff said they will continue testing messaging to increase conversions and will provide updates at future meetings.
