Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Sedona tourism office reports $4.56 million winter impact, proposes staggered summer advertising and CTV tests
Summary
City tourism staff reported attribution‑based winter campaign results including a $4.56 million estimated economic impact and a 67:1 return on ad spend. Staff proposed a summer campaign that adds connected‑TV (CTV) ads, staggered flight dates for long‑haul markets and expanded short‑term rental address matching for attribution.
City tourism staff briefed the Sedona City Council on winter campaign results and a proposed summer marketing plan, reporting attribution metrics, lodging impacts and plans to refine visitor‑management tools. Communications Director Lauren and tourism analyst Andrew presented the results and strategy.
Why it matters: the tourism office’s paid campaigns are designed to increase off‑season demand, influence visitor behavior (shuttle use, stewardship) and generate bed‑tax revenue that funds local services. Councilors weighed campaign returns against resident impacts and visitor‑management needs.
Campaign results and methods Lauren reported the winter attribution campaign (Nov. 26–Feb. 28) produced 88,000 users to Scenic Sedona from attribution ads and an estimated $4,556,351 in hotel and destination spending, which the presentation translated into a 67‑to‑1 return on ad spend (ROAS) using an assumed average daily rate (ADR) of $321 and a visitor spend estimate of $190 per day. The campaign also produced an…
Already have an account? Log in
Subscribe to keep reading
Unlock the rest of this article — and every article on Citizen Portal.
- Unlimited articles
- AI-powered breakdowns of topics, speakers, decisions, and budgets
- Instant alerts when your location has a new meeting
- Follow topics and more locations
- 1,000 AI Insights / month, plus AI Chat
