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Route 66 passport and Trails Passport gain users, but festival sweepstakes entries fall sharply
Summary
Discover Flagstaff reported growth in its Route 66 passport signups and Trails Passport registrations in April, while the festival sweepstakes saw a 76 percent year‑over‑year drop in entries; staff outlined changes to boost participation.
Discover Flagstaff staff told commissioners the Route 66 passport and the Trails Passport showed measurable growth in April, but that entries in the festival sweepstakes have dropped sharply year over year.
Why it matters: Passport programs and sweepstakes are part of Discover Flagstaff’s consumer marketing to drive attendance and lodging; changes in engagement affect promotion plans for festivals and partner businesses.
Sabrina Beard, marketing specialist for Discover…
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