Discover Flagstaff staff told the commission that September brought a mix of positive earned‑media results, stronger dining engagement online and ongoing digital work, even as visitor center walk‑ins and retail sales declined compared with the same month last year.

Ryan Randazzo, media relations and film office, reported five media assists in September and two hosted journalists, and highlighted broad coverage of Route 66 and Lowell Observatory. He said the organization issued three film permits that month and helped six projects in various stages.

Visitor center manager Jessica Johnson reported continued decreases in walk‑in traffic compared with last September and said retail sales at the visitor center fell about 11% for the month. She noted the visitor center express (airport location) had just over 600 walk‑ins and more than $3,000 in sales; staff had added beer and wine to that location.

Sabrina Beard, marketing specialist, said Discover Flagstaff’s master email reach grew 10% year‑over‑year but open rates dipped; segmented drip campaigns performed well, with a dining drip showing a 51% open rate and a 6% click‑through. She reported nearly 1,000 Route 66 passport holders to date and substantial Trails Passport check‑in growth, with Pachina, Walnut Canyon and Gold Digger among the top trails.

Paid and earned campaigns included a mix of digital creative that staff said performed above typical benchmarks. Staff described progress on search and generative‑AI work, including an AI itinerary‑builder pilot with the Arizona Office of Tourism, and planned paid placements in early 2025 markets and lifestyle magazines.

Upcoming items staff highlighted: the Capitol Christmas Tree display at Flagstaff Mall on Nov. 7, four journalist FAM tours in November (including international outreach), the annual Discover Flagstaff meeting at High Country Conference Center and a winter recreation hotline launching Dec. 1.

Commissioners and staff discussed RSVP processes for the annual meeting and outreach to partners. No formal votes were taken on these reports.