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Sedona council appoints four to Tourism Advisory Board after interviews focused on trails, arts and visitor management
Summary
After interviewing five applicants, the Sedona City Council appointed Julie Richard and Brett Labbett to four‑year Tourism Advisory Board seats and Lars Romick and Gregory Stein to two‑year seats; candidates emphasized trails, cultural tourism and better visitor information during their interviews.
The Sedona City Council on Jan. 28 interviewed five applicants for four openings on the city’s Tourism Advisory Board and—after a brief executive‑session deliberation—voted to appoint Julie Richard and Brett Labbett to four‑year terms and Lars Romick and Gregory Stein to two‑year terms.
Council members began the public interviews in the afternoon and questioned each candidate about destination marketing, visitor management and the board’s advisory role. The council then recessed to executive session for personnel and legal consultation under Arizona statutes before returning to open session to take the appointments vote.
Why it matters: Candidates and councilors framed the board’s work as a balance between encouraging economically valuable tourism and protecting the trail and public‑land resources that draw visitors to Sedona. Council members said they expect the TAB to advise city staff and help the city coordinate with agencies such as the Forest Service on trail and access issues.
Candidates’ priorities Tracy Randall, who described extensive mountain‑biking experience across the country, told the council she relies on online search tools and urged the city to invest in more detailed web content and trailhead amenities so visitors find lesser‑used routes. “The trails need a lot of work,” Randall said, and recommended spreading use beyond the most crowded trails through better information and amenities.
Julie Richard, director of a local arts organization, emphasized arts and cultural tourism as high‑value visitors that tend to stay longer and spend more. “Cultural tourists are the right kind of tourists,” Richard said, saying the city website should offer deeper event and program information and that festivals, workshops and expanded programming could strengthen shoulder‑season visits.
Business owners also weighed in. Brett Labbett, who owns galleries, advocated targeted marketing to higher‑income, lower‑impact visitors to increase overnight stays and retail sales; he argued selective marketing helps preserve quality while supporting businesses.
Trail planning and visitor behavior were central themes for Lars Romick, who has long worked on trail planning. Romick urged multi‑agency coordination and better transit and connectivity to disperse visitors, and he suggested selective marketing to attract people who “respect the land.” He also cited trail‑use figures during his remarks, characterizing trail activity and visitation as major drivers of local demand.
Gregory Stein, a volunteer ranger, described front‑line visitor interactions and urged clearer, up‑to‑date online information and shuttles as mitigation tools. He said volunteer programs (rangers, junior‑ranger outreach) and town halls can help residents and visitors better understand and cooperate on visitor1 management.
Appointments and terms After interviews, the council recessed to consult legal counsel and personnel matters in executive session. Back in open session, a motion to appoint the recommended candidates passed. The council accepted a friendly amendment specifying term end dates: the two four‑year terms end Dec. 31, 2029, and the two two‑year terms end Dec. 31, 2027.
The motion as moved and seconded named Julie Richard and Brett Labbett to four‑year terms and Lars Romick and Gregory Stein to two‑year terms; the council carried the motion by voice/hand vote. The minutes and staff follow‑up will confirm starting dates and any other administrative details.
What councilors asked for next Council members pressed applicants on how the TAB can help the city manage visitor impacts—through marketing that targets desired visitors, improved online guidance, shuttle and kiosk deployment, and coordination with county and federal land managers. Several candidates said the TAB can make recommendations but that staffing and implementation remain the responsibility of city departments.
The council adjourned at 6:25 p.m.; staff will notify applicants of the appointments and finalize term paperwork.
