The Sedona Tourism Advisory Board (TAB) convened on June 4, 2025, to discuss key developments in local tourism initiatives, including the launch of a summer marketing campaign and updates on board membership.

The meeting began with a warm welcome to Caitlin Perez, the new destination development coordinator, who expressed her enthusiasm for her role and the community. The board acknowledged the recent opening of the Forest Road Extension, a significant project aimed at improving access and traffic flow in the area. Members are eager to analyze how this development will impact local traffic data.

In a notable change, Craig Swanson announced his resignation from the board, prompting discussions about filling the vacant position. The board is currently working with the city clerk's office to determine the next steps for recruitment, especially as some members are nearing the end of their terms.

A major highlight of the meeting was the unveiling of the summer destination campaign, which launched on May 15 with a budget of over $163,000. The campaign aims to attract a diverse range of visitors, targeting various income brackets. The board reviewed the campaign's promotional videos, which emphasize Sedona's natural beauty and family-friendly atmosphere. The videos are designed to resonate with different audience segments, including adventure seekers and eco-conscious travelers.

The board also discussed the importance of accurately defining target demographics for their marketing efforts. It was clarified that the income levels for targeted personas are higher than previously stated, with most brackets exceeding $100,000. This insight aims to refine future marketing strategies and ensure they effectively reach potential visitors.

As the meeting concluded, members expressed optimism about the ongoing efforts to enhance Sedona's appeal as a tourist destination. The board's focus remains on fostering sustainable tourism that benefits both visitors and the local community. Future meetings will continue to address these initiatives and the evolving landscape of tourism in Sedona.