Sedona tourism panel backs $250,000 winter marketing push, directs staff to target higher-income visitors

The Sedona Tourism Advisory Board on Aug. 27 recommended that the City Council approve a $250,000 winter marketing campaign that narrows targeting to higher-income households and increases out-of-market ad weight.

Board members voted to approve the Aug. 6 meeting minutes by voice vote early in the session. Later, after extended discussion of summer campaign results, attribution limitations and where additional funds would be most effective, TAB members coalesced around a proposal to increase the planned winter campaign budget and to focus incremental spending on higher-income targets (household income north of $150,000) and select out-of-market channels.

The vote to approve the Aug. 6 minutes was taken by voice; the board later signaled unanimous agreement to forward the winter campaign recommendation to City Council. The recommendation will be transmitted as a TAB advisory item; the council is scheduled to consider the request in October.

The board’s action followed a detailed presentation from city tourism staff about summer advertising performance and measurement problems. Staff reported that non-attribution…