[{"_1":2,"_111":-5,"_112":-5},"loaderData",{"_3":4,"_26":27},"root",{"_5":6,"_17":10,"_18":19,"_20":21,"_22":10,"_23":-5,"_24":-5,"_25":10},"user",{"_7":8,"_9":10,"_11":10,"_12":-5,"_13":-5,"_14":15,"_16":-5},"roles",[],"isAuthenticated",false,"isPremium","planName","subscriptionStatus","featureFlags",{},"insightsBudget","isDevelopmentHost","userPreferences",{},"recaptchaSiteKey","6LcvOJcUAAAAAHsB-gPGfGktcRlKpH7OTIU_dMTD","isImpersonating","impersonation","affiliateStatus","isFreedomPortal","routes/v2/article/layout",{"_28":29,"_30":31},"notFound",true,"relatedArticles",[32,75,87,99],{"_33":34,"_35":36,"_37":38,"_39":40,"_41":42,"_43":44,"_45":46,"_47":48,"_49":50,"_51":52,"_53":54,"_55":56,"_57":58,"_59":60,"_61":62,"_63":64,"_65":66,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},"mediaId",6544424,"mediaKeyId","3666950-a25dab6a4d203a15452b2318f0663f7a","parentId",3666950,"title","DMO presents April occupancy and STR scraping, kiosk delivery and visitor guide timing","audioSeconds",776,"startMs",3252000,"endMs",4028000,"viewUrl","/Search/View?dp=1&key=3666950-a25dab6a4d203a15452b2318f0663f7a&start=3252&end=4028","thumbnailUrl","https://assets.pipeline.soar.com/3666950-a25dab6a4d203a15452b2318f0663f7a/thumbnail_3252000.jpg","articleUrl","/articles/6544424/Sedona/Yavapai-County/Arizona/DMO-presents-April-occupancy-and-STR-scraping-kiosk-delivery-and-visitor-guide-timing","mediaUrl","https://secure.pipeline.soar.com/6544424-e269683655db9531ccde192b40ffac15/orig.mp4?Expires=1770410441&Signature=W~0LZQKe4hsWtTQSzBYiKkt8~1fWexkFwCDsGqvmd6EyfeGiRuPSqXQpSYCPKDYQAdJdB0pJuPJimOpHBpebiybyuxCjNdc9bXkcPVy28qyAINRUEAy1fU4fR0rGvXuOSzbR2nDy8pXcIPQdZH-a9uMqgq~4UuUrqjnWNNCqVKBgkJqc2C-a0d63RJKrSh9mWu~V-gRYBpBGCoMCH6-yOuIhfh3HaTwGHgLZe5K3PvdVsVIN1rXphdpLTvkgUiquM9tbaLMCRMmJpxoQCd5tAJR7juH4m3WQJB57jZVbJy2IMqADufTol6Yuu-TV3RbcIhkyI1v~FoCmYZvKZ6rrYQ__&Key-Pair-Id=KUT5TJCACFTXG","author","Sedona","date","2025-06-04T00:00:00Z","article","Staff presented the April 2025 monthly research report, including Smith Travel Research (STR) hotel data and scraped short‑term rental (STR) listings parsed into residential Airbnb and VRBO samples.

Staff said isolating residentially‑zoned short‑term rentals raised apparent ADRs for those samples; year‑to‑date ADRs cited by staff were approximately $390 for hotels, $415 for Airbnb and $466 for VRBO, with VRBOs typically representing larger multi‑bedroom homes.

The DMO noted April occupancy shifts likely influenced by Easter timing and family house rentals, and said the analytics showed hotels led revenues in April though STR listings exhibited higher ADRs year to date. Staff also said the DMO is building a public “transparency hub” dashboard and a monthly tourism business newsletter to distribute research to the community.

On contingency planning, staff said they found no immediate need to request emergency funds for June city council but recommended considering a pre‑reserved contingency allocation in next year’s budget that could be activated jointly with the city and the board if visitation or revenues decline.

Operational updates: the DMO reported the kiosk contract is signed, kickoff occurred yesterday, the vendor is shipping units from Phoenix with a target physical delivery by June 30, and the DMO ordered one single‑sided and one double‑sided outdoor kiosk while keeping procurement under $100,000. Staff also said the visitor guide (physical) is targeted for completion by June 30 and that a transparency dashboard (iframe from Symphony) should be live by month end.

The board approved the consent agenda minutes from the April 16 meeting by voice vote (no roll‑call tally provided).","mediaType","Video","parentTitle","Sedona - Tourism Advisory Board (TAB) Meeting - Jun 04, 2025","oneSentenceSummary","Staff reviewed monthly research: hotel (STR) and scraped short‑term rental (Airbnb/VRBO) data, noted ADR differences after isolating residential listings, discussed contingency funding and visitor guide and confirmed kiosk contract and delivery timing.","taxTitle","Sedona, Yavapai County, Arizona","taxId",54295,"location","headline","","shortSummary",{"_33":76,"_35":36,"_37":38,"_39":77,"_41":78,"_43":79,"_45":80,"_47":81,"_49":82,"_51":83,"_53":84,"_55":56,"_57":58,"_59":85,"_61":62,"_63":64,"_65":86,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6544428,"Sedona DMO reports growing B2B outreach, fam tours and plans for IPW",403,2706000,3109000,"/Search/View?dp=1&key=3666950-a25dab6a4d203a15452b2318f0663f7a&start=2706&end=3109","https://assets.pipeline.soar.com/3666950-a25dab6a4d203a15452b2318f0663f7a/thumbnail_2706000.jpg","/articles/6544428/Sedona/Yavapai-County/Arizona/Sedona-DMO-reports-growing-B2B-outreach-fam-tours-and-plans-for-IPW","https://secure.pipeline.soar.com/6544428-0c233053705bead23db2bdb57e24d8e3/orig.mp4?Expires=1770410441&Signature=EGsoWiAnp7meBxM0vS5X7y4ivz-aqROQnV9AQ4Mis2HtEYtEg1B38RXvcRKN7o6RNAswpZe4LZojTI-VcblLFTLFdRW-ixxt4T1YGHKPKRvUMBB9j3YnMyfqeKRhgEvBVv6ZMOqvH-KPJxS6QOdfr1wv9Szmr-MWkxG85MMSQpxfiOvC9QADBiuy9f3EW4erer2QntyeHfDBbdsH3jfCIVraXeN09NG8BlWbCZMZHX05uBjB1F9rPa1KxCayjIyE4RFR2DoErHiMh08tmDI2FA4FtuMNHxTV2dftmZbSzXP-3~KYMpHET1yJyKfI8LHWd~7-Kv8bAMcxBIgtuAfPZA__&Key-Pair-Id=KUT5TJCACFTXG","The DMO updated the Tourism Advisory Board on business‑to‑business (B2B) tourism development including travel‑trade landing pages, media resources, hotel and dining grids and outreach to tour operators and meeting planners.

Staff said 31 familiarization (FAM) tours for about 65 travel‑media and travel‑trade professionals have occurred year to date, producing new packages and press placements. Staff noted recent wins, including a U.K. wholesaler (Rendezvous Trips) that added two nights in Sedona to a 15‑day itinerary for the U.K. market.

The DMO said it published media request and group‑tour pages and a hotel grid this spring to make logistical information easily available to agents and journalists. Staff also reported becoming a Helms Briscoe destination partner to access RFPs and that it hosted a sales luncheon for Helms Briscoe associates in May with participation from four hotels.

Staff said it will attend IPW in Chicago in mid‑June in partnership with the Arizona Office of Tourism, using co‑funded support from the rural co‑op program to re‑engage trade partners and pursue new international and group business. No formal board action on B2B items was taken at the meeting.","Staff described expanded business‑to‑business outreach: new landing pages for travel trade and media, hotel/dining grids, 31 familiarization tours year‑to‑date and attendance at IPW to pursue new group and international bookings.",{"_33":88,"_35":36,"_37":38,"_39":89,"_41":90,"_43":91,"_45":92,"_47":93,"_49":94,"_51":95,"_53":96,"_55":56,"_57":58,"_59":97,"_61":62,"_63":64,"_65":98,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6544432,"Sedona tests educational ads and geolocation pilots to steer summer visitors",660,877000,1537000,"/Search/View?dp=1&key=3666950-a25dab6a4d203a15452b2318f0663f7a&start=877&end=1537","https://assets.pipeline.soar.com/3666950-a25dab6a4d203a15452b2318f0663f7a/thumbnail_877000.jpg","/articles/6544432/Sedona/Yavapai-County/Arizona/Sedona-tests-educational-ads-and-geolocation-pilots-to-steer-summer-visitors","https://secure.pipeline.soar.com/6544432-ba0cde1f8ca780029294714dabfbf3d6/orig.mp4?Expires=1770410441&Signature=Zttw7xeXANuy~2JFvCdZys1cTZ~MkFqxLjT3nYJYSPahvNZ0qUyBWtHZyFBvE1e8JUm3ogV3O8kEXMY-HegyG4Huf8jZshYED~oLSySKf22LJQS7TuwLd1jLcWwqQu8ol9r0wBuy8LsRv5Iil86MfhrjasJDNf2044YVDQi3S11xNO56irPDApJEjgtaNwxlWyB9q-TmQb0r5bnxAK~EYQdxy9c6cyg6H0XUGMfFmP-sCLtpex-eRy5rWAKDDhLogNLlstqGnGbV3uI1zP80HZ6wrCwlUurhUU-RdSbzZM-4-3F7NiVMHsFvsER9QiTAClv5MlLhdPD-ykHkigLYZA__&Key-Pair-Id=KUT5TJCACFTXG","Staff presented results from spring pilots that used co‑funding from the Arizona Office of Tourism Rural Co‑op Program to test “always‑on” educational messaging and hyper‑targeted digital advertising.

The DMO said AOT provided $50,000 and the DMO matched 50% of eligible activity as part of the rural co‑op program. Using that funding, staff piloted paid search, attribution‑based display advertising and geo‑targeted campaigns run through vendors including Madden Media, DVA, Azure (a vendor like DataFi) and DataFi itself.

Tactics included: customized AllTrails maps and new landing pages (hiking guidance, getting around/Sedona Shuttle Connect), paid search keywords tied to trail names, and hyper‑targeted display ads served to repeat springtime visitors from the Phoenix metro. Staff said the paid search campaign (March 15–May 30) drove unusually high click‑through and session duration to the transportation and stewardship pages: the transportation group showed a 21% CTR and sessions averaging more than two minutes.

The DMO also ran a 30‑day hyper‑targeted display campaign to promote the Sedona Shuttle Connect and trailhead shuttle routes. Staff geo‑fenced city limits, park‑and‑ride lots and shuttle‑serviced trailheads to try to measure shuttle ridership via device attribution; they said attribution worked inside hotel polygons and within city limits but pick‑up at small park‑and‑ride polygons was nominal and inconsistent.

Staff said the technology vendors capture location data from apps with location services enabled and that park‑and‑ride polygons may be too small to get reliable device captures. Board members suggested signage or QR codes at park‑and‑rides and an intercept survey; staff said those were options but would require additional resources.

Staff reported the pilots drove nearly 40,000 users to ScenicSedona.com across strategies in spring and that the tests produced a baseline for future paid search and display work, plus improved landing pages and AllTrails integrations. No formal policy or expenditure changes were proposed at the meeting.","The DMO described experiments using Arizona Office of Tourism funds, paid search, geotargeted display (Azure/DataFi) and AllTrails landing pages intended to provide stewardship messaging to likely visitors and encourage shuttle use without inspiring new visitation.",{"_33":100,"_35":36,"_37":38,"_39":101,"_41":102,"_43":103,"_45":104,"_47":105,"_49":106,"_51":107,"_53":108,"_55":56,"_57":58,"_59":109,"_61":62,"_63":64,"_65":110,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6544436,"Sedona DMO rolls out $163,000 summer ad campaign with three new videos",231,294000,525000,"/Search/View?dp=1&key=3666950-a25dab6a4d203a15452b2318f0663f7a&start=294&end=525","https://assets.pipeline.soar.com/3666950-a25dab6a4d203a15452b2318f0663f7a/thumbnail_294000.jpg","/articles/6544436/Sedona/Yavapai-County/Arizona/Sedona-DMO-rolls-out-163000-summer-ad-campaign-with-three-new-videos","https://secure.pipeline.soar.com/6544436-e96f4c4923d5d2f5c80629cf9643cd81/orig.mp4?Expires=1770410441&Signature=oinBP2fd9EHGCt6wcPeEKHTBdfwGy1NpN0taM~9xZX0xuDlDeyqO9E1peXXT6t-bs1~WkClxZWFjfDcYjz4ND1fPg5v0~-SnzuPs4-2dHNwABpVWW02QtCbQvovjHA2fmze08sy5isrP~TdJAa3AZmrtA9NZ33zRpneO5EwRKw8DmleFbd8QGtv3ho5VafvEXELdZyYkDNBv5FFRe-r9nL63RkpM2rL7VBSFfz2FNvDWpW3HsLtzomaVOiGvtOes4kSx~XWGQCLmduPSD~obAE3oN3Ho~IxPQuAyxwSKvDINCasZPXoLKjtieZ-ZwM8SyScawDNzcy-oc3GdnpP8NA__&Key-Pair-Id=KUT5TJCACFTXG","The Scenic Sedona destination marketing organization presented results and creative for a summer advertising campaign launched May 15 that uses roughly $163,000 in paid media.

Staff said the campaign includes three videos — an “adventure” spot, a family spot and a sustainability spot — running on connected TV and social platforms, and that creative decisions reflected audience personas and seasonal accuracy.

The DMO said the campaign is targeted using marketing personas tied to ZIP-code level income estimates. The agency identified five personas with income ranges listed in campaign materials: “Eco-conscious explorer” (about $75,000–$120,000), “Wellness seeker” ($80,000–$150,000), “Adventure enthusiast” ($100,000–$180,000), “Culture explorer” ($120,000–$200,000) and a lower-income “uninformed adventurer” (about $60,000–$90,000) described as spontaneous Phoenix visitors.

The DMO showed the final static creative and played the three videos for the board. The spots emphasize slower mornings, family time and stewardship; the sustainability spot is being placed on social media and targeted within a 25-mile radius and Phoenix.

Staff said they are filming this summer for next year’s campaign so imagery better reflects seasonal conditions. They noted some footage shot in fall and other cooler months was not ideal for summer use and that planning production a year ahead helps avoid mismatched wardrobe and scenery in advertising.

Board members asked about inclusion of popular sites in the creative; staff said they deliberately chose some creek and shuttle-access locations, and sometimes avoided images of sites (for example, Slide Rock) that draw heavy daily lines or have reservation logistics.

Staff noted the Forest Service is a partner on map updates and asked to adjust base layers to reduce signage of unauthorized social trails. The DMO also said it will continue to refine creative clips and remove shots that appear seasonally inaccurate.

The board heard the update and had no formal action on the campaign during the meeting.","Sedona's destination marketing organization launched a $163,000-plus summer advertising campaign centered on three creative videos for connected TV and social media, and discussed targeting, personas and next-year production timing.","actionData","errors"]

Article not found

DMO presents April occupancy and STR scraping, kiosk delivery and visitor guide timing

Sedona DMO reports growing B2B outreach, fam tours and plans for IPW

Sedona tests educational ads and geolocation pilots to steer summer visitors

Sedona DMO rolls out $163,000 summer ad campaign with three new videos