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Sedona touts winter marketing gains and proposes targeted summer campaign; council seeks conservative and incremental ROI analysis
Summary
City staff and consultants told Sedona council the winter 2025–26 marketing campaign drove about 177,000 website users and $5.2 million in estimated economic impact on a $250,000 ad spend; council asked staff to provide both conservative ROAS and incremental‑lift calculations before finalizing summer 2026 spend and endorsed the proposed strategy.
Sedona city leaders on April 14 heard a detailed report on the destination marketing program and tentatively approved a targeted summer strategy while asking staff for more conservative, side‑by‑side return‑on‑ad‑spend figures.
Andrew Grossman, Sedona's tourism manager, said the winter 2025–26 campaign ran from Oct. 7 to Feb. 15 with $250,000 in paid advertising and produced 177,000 website users compared with 88,000 the prior winter. "We saw $5,200,000 in economic impact," Grossman said, and reported an attribution‑based return on ad spend of roughly 32:1 using the campaign vendor's methodology. He and his consultants cautioned that privacy and device‑capture changes have reduced the number of devices that can be tracked into market and that different measurement…
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