Sedona Tourism Bureau - Report to City of Sedona
May 2014
Prepared by:
Jennifer Wesselhoff, President/CEO
David Zunker, VP Sales & Marketing
Susan Boehnstedt, Director of Sales
Sachiko Sado, Director of Tourism Development
Kegn Hall, PR & Events Manager
The following results represent:
July 2013 – December 2013
&
Through March, 2014
I.
II.
III.
IV.
External Performance Indicators & Analysis
A. Hotel-Motel Tax Revenue Collections ………………………………
B. Smith Travel Research ………………………………………………..
Page 2
Pages 3-5
Advertising & Marketing
A. Highlights ……………………………………………………………….
B. Performance Indicators……………………………………………….
C. Analysis …………………………………………………………………
Pages 5-10
Page 9-10
Page 10-11
Public Relations
A. Highlights ……………………………………………………………….
B. Performance Indicators ………………………………………………
C. Opportunities …………………………………………………………..
Pages 11-17
Page 17
Page 17
Sales
A. Highlights ………………………………….…………………………….
B. Performance Indicators ……………………………………………….
Pages 18-21
Page 21-22
Please note: All figures represent data from July, 2013 through December, 2013,
Unless otherwise indicated.
1
I.
External Performance Indicators YTD
A. Hotel Occupancy Tax Revenue Collections (3% hotel tax)
FY-11
Monthly %
change
10 vs 11
FY-12
Jul
150,105.76
33.0%
Jul
Aug
106,759.77
11.0%
Sep
118,808.29
7.6%
Oct
158,875.61
Nov
Dec
Monthly %
change
11 vs 12
FY-13
150,025.75
Monthly %
change
12 vs 13
94,538.46
-37.0%
Jul
Aug
92,225.53
-13.6%
Aug
Sep
113,152.72
-4.8%
Sep
-7.4%
Oct
99,391.91
-37.4%
Oct
156,499.92
30.8%
Nov
59,940.56
-61.7%
131,844.66
22.1%
Dec
56,025.66
-57.5%
Jan
95,427.50
54.3%
Jan
78,675.21
Feb
81,536.91
29.9%
Feb
Mar
111,956.09
-11.0%
Apr
146,407.47
11.4%
May
111,248.80
-32.9%
Jun
102,721.86
-35.8%
Jun
129,266.15
25.8%
YTD
Total
$1,369,470.78
8.1%
$1,718,157.18
25.5%
$1,472,192.64
3.22%
YTD
Total
$1,847,423.33
25.49%
Total $1,857,454.81
0.5%
FY-14
Monthly %
change
13 vs 14
58.7%
148,900
-0.8%
87,577.20
-5.0%
112,183
21.9%
148,710.25
31.4%
189,886
21.7%
199,787.67
101.0%
122,880
-62.6%
Nov
139,243.07
132.3%
179,171
22.3%
Dec
128,426.98
129.2%
90,500
-41.9%
-17.6%
Jan
54,810.97
-30.3%
128,129
57.2%
472,393.21
479.4%
Feb
160,749.61
-66.0%
152,660
-5.3%
Mar
281,676.84
151.6%
Mar
255,765.17
-9.2%
Apr
165,257.49
12.9%
Apr
161,249.98
-2.4%
May
204,879.59
84.2%
May
152,932.16
-25.4%
Jun
218,176.00
40.8%
YTD $1,857,454.81
8.1%
*Revenue numbers are year to date from July 2013 through February, 2014
Hotel-Motel Tax Collections
Analysis: Hotel occupancy tax revenues for completed FY 13 were up .05% compared to a year ago. The
chart above includes collections through February of 2014 and year-to-date revenue collections are ahead
of the same time last year by 8.1%. As noted in recent reports provided by the City of Sedona Financial
Services Department: “The change in tax collection processes, past due accounts, and administrative
corrections to this tax category have been implemented over the past several months causing some
fluctuations that will eventually even out.”
2
Smith Travel Research is a monthly report that is standard throughout the tourism industry and
provides a snapshot of the hotel industry. The Tourism Bureau uses this report to gauge the
occupancy percentages and average daily rates (ADR) on a monthly basis. This data reflects all properties
within Sedona that report to Smith Travel Research --18 properties representing 1,643 rooms.
Sedona Monthly Occupancy
January – To Date
2011
2012
2013
2014
Jan
33.9
34.6
34.8
44
Feb
49.1
54.4
56.4
65.6
Mar
69.1
74.7
81.8
83.5
Apr
73.6
81.5
79.8
May
66.7
72.1
74.2
Jun
68.1
75.5
70.2
Jul
65.2
66.7
66.5
Aug
59.7
65.4
66.5
Sep
66.7
70.4
69
Oct
73.1
77.5
82.7
Nov
59.7
59.7
64.4
Dec
43.4
50.1
47.4
Monthly Occupancy
100
80
60
40
2014
20
2011
0
Jan Feb Mar Apr May Jun
2011
Jul
2012
Aug Sep Oct Nov Dec
2013
2014
Comparative Cities – Occupancy YTD (Jan–Dec 2012 vs Jan–Dec 2013)
Santa Fe, NM
Scottsdale, AZ
Napa County, CA
Yavapai County, AZ
Coconino County, AZ
Sedona, AZ
State of AZ
2012
2013
Change
56.5%
61.8%
65.3%
57.5%
65.3%
65.3%
57.4%
59.5%
64.4%
68.0%
58.2%
65.5%
66.2%
58.5%
7.4%
4.3%
7.4%
0.7%
2.0%
1.4%
1.9%
Analysis: Sedona hotel occupancy is up 1.4% for Calendar 2013 vs 2012 (January-December) indicating
a slight improvement year over year. Scottsdale appears to be improving in occupancy levels. But Santa
Fe and Napa lead the competitive set both with 7.4 percent increases in occupancy.
3
Average Daily Rate -- Sedona
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2011
126.32
129.87
149.64
165.63
161.01
146.87
141.65
136.83
160.88
168.15
146.82
141.84
2012
137.31
147.51
181.76
201.65
183.75
170.72
159.03
165.69
180.1
194.66
173.03
172.99
2013
150.04
163.96
203.56
210
199.98
178.93
165.29
173.61
190.33
202.04
181.92
171.17
2014
150.02
158.98
206.63
Average Daily Rate
250
200
150
100
50
2011
0
Jan
Feb Mar Apr May Jun
2011
Jul
2012
Aug Sep
2013
Oct Nov Dec
2014
Comparative Cities – ADR YTD (Jan–Dec 2012 vs Jan-Dec 2013)
2012
2013
Change
101.09
149.30
242.84
121.82
86.95
110.67
156.09
261.30
126.74
89.57
5.3%
4.5%
7.6%
5.8%
3.0%
Sedona, AZ
175.97
185.91
5.6%
State of AZ
97.30
100.04
2.8%
Santa Fe, NM
Scottsdale, AZ
Napa County, CA
Yavapai County, AZ
Coconino County, AZ
Analysis: The Average Daily Rate (ADR) in Sedona rose from $175.97 for 2012 (January – December), to
$185.91 in 2013, an increase of 5.6% - second largest in our competitive set. So far in 2014, average
daily rates are running slightly lower than in 2013 but those numbers are offset by large first quarter
increases in occupancy 00 10% in both January and February.
The state saw a smaller increase in ADR of 2.8% although the trend is continuing upward. Scottsdale’s
ADR increased by 4.5% in 2013. The Napa County average hotel room rate increase was the highest in
the competitive set at 7.6%.
4
Competitive Set Occupancy and Average Daily Rate Comparisons
Through March, 2014
Occ
Occ
ADR
ADR
Year to Date 2014
2014
2013
2043
2013
48.8
46.6
97.52
92.16
Santa Fe, NM
56.7
55.7
400.93
383.74
Summit County, UT
63.1
59.6
147.71
138.47
Santa Barbara County, CA
55.6
45.2
198.78
198.78
Teton County, WY
80.1
77.6
208.65
196.03
Scottsdale, AZ
64.4
60.4
109.97
98.62
Sonoma County, CA
55.9
53.2
206.56
192.07
Napa County, CA
56.8
53.7
150.24
142.68
Monterey County, CA
57.2
50.8
121.51
121.18
Yavapai County, AZ
50.2
45.8
75.67
73.00
Coconino County, AZ
Sedona
64.3
57.7
179.1
180.41
68.2
State of Arizona
64.9
120.53
115.83
Advertising and Marketing
The Advertising and Marketing programs of the Sedona Chamber of Commerce & Tourism Bureau
(SCoC&TB) include traditional and non-traditional (digital) advertising; and the trend is toward
more online marketing for the entire industry. More and more travelers are researching their
travel options, planning their travel and booking their travel online. They might be influenced by
print and broadcast, but the real heart of decision making is taking place in places like Trip Advisor,
You Tube and Facebook, with continuing emergence of social media. In line with those changes,
the SCoC&TB is beginning to reallocate its media spending to be consistent with this shift. Some of
that is reflected below, but will become even more obvious in the next report.
II.
Advertising & Marketing
A. Highlights from July -- December 2013
Print Ads
1. AOT Official State Visitors Guide: Arizona Office of Tourism fulfillment piece
Target:
Circulation:
Dates:
Consumers
450,000
Year-round/Annual
2. Canadian Traveler Annual Guide: Arizona Office of Tourism Canadian fulfillment piece
Target:
Circulation:
Dates:
Consumers, Travel Agents
20,000
Year-round/Annual
5
3. W’est Annual Magazine: Arizona Office of Tourism Japanese fulfillment piece
Target:
Circulation:
Dates:
Consumers, Travel Industry Professionals
100,000
Year-round/Annual
4. Arizona Pride Guide: Annual Guide, Gay and Lesbian travel market
Target:
Circulation:
Dates:
Consumers
375,000
Year-round/Annual
5. Territorial Times Newspaper: Sedona advertorial targeting captive audience of
passengers on the Grand Canyon Railway.
Target:
Circulation:
Dates:
Consumers
150,000 annually
Summer
6. Outside Magazine
Target:
Adventure-seeking consumers
Circulation:
685,164
Dates:
Feb editioGrand Canyon Journal: Integrated package that includes a
print ad in the annual vacation guide, along with a strong presence on the
MyGrandCanyonPark.com website, social media, and mobile platforms.
Target:
Circulation:
Dates:
Consumers
500,000 annually
Year-round/Annual
7. Backpacker Magazine
Target:
Circulation:
Dates:
Market-focused consumers -- outdoors
353,799
May issue
Website - VisitSedona.com
1. New Website: Work began late in 2013 to completely re-work the VisitSedona.com
website – new graphics, new navigation, new features, more dramatic use of images and
illustrations. Collinson Media was selected as the vendor and work has been progressing
toward a soft launch in June and an official launch for the new Fiscal Year in July.
Television
1. Sedona Now TV/Red Rock TV: A brief introduction and welcome by Sedona Chamber of
Commerce & Tourism President and CEO Jennifer Wesselhoff airs on both Channel 16 and
18 in most Sedona hotel properties.
Target:
Exposure:
Air Dates:
In town Sedona visitors
In majority of Sedona hotel rooms
Year-round
6
Marketing Collateral
1. 2014-2015 Experience Sedona Guide:
Work was completed on the new 201415 Experience Sedona Guide and the
Guide was printed and distributed in
February, 2014.
The SCoC&TB continues to upgrade
and update content, images, maps,
charts for ease of finding lodging, retail
shopping and attractions.
An electronic version of the guide is
posted on the VisitSedona.com site and
is easy to use, with turn-page
technology. The electronic Guide is
viewed by an average of 3,500 people
per month.
2. Experience Sedona Guide Distribution: ESGs are printed and delivered via mail
requests/orders as well as through delivery to the Phoenix Sky Harbor Airport, the Flagstaff
Airport, Arizona State Visitor Centers, hotel concierges, AAA offices and other appropriate
venues.
Target:
Circulation:
Dates:
Consumers, Media, Travel Industry Professionals
250,000 printed each year
Year-round
3. ESG Brochure Mailing Program: Members have an opportunity to insert their brochures
into all Experience Sedona Guides that mail.
Target:
Circulation:
Dates:
Consumers
An average of 300 ESGs mailed per month
Year-round
Internet/ Mobile/ Social Network Marketing
1. Summer Internet Campaign: An intensive Summer Internet Marketing campaign took
place from June through September, 2013 targeting Southern California and Arizona
residents ages 35-54 with a household income of $100,000+. The goal was to use content
marketing and search engine marketing to drive targeted users to an online customdesigned SEO-optimized landing page. The highly targeted audience was made up of those
interested in Grand Canyon vacations, reminding them that Sedona could serve as a hub for
trips to the Canyon, family activities, adventure and entertainment in Sedona and in the
Verde Valley. The second phase of the campaign added an additional layer of marketing via
email blasts, and banner display advertising. The message continued to be Grand
Canyon/Sedona driven, with an added Sedona Getaway sweepstakes component.
Target:
Dates:
Result:
Consumers
June – September 2013
Total impressions: 4,228,485.
Total Clicks: 17,066
Email opt-ins: 4,476
Facebook fans generated: 8527
7
2. Consumer e-Newsletters
Target:
Exposure:
Themes:
Opted-in consumers
List Quantity as of April, 2014 = 132,000+
Culinary & Wine Escapes, Outdoor Adventure
 19% open rate
 14% click to open ratio
3. Concierge Promotion
Target:
Includes:
Exposure:
Career Concierge in Phoenix and Tucson
Presentations to the Valley of the Sun Concierge and the NCA (National
Concierge Association) Valley Chapter; Familiarization (“FAM”) tour each
year that brings approximately 20 career concierge to Sedona from the
Valley; and, Monthly e-newsletters
List quantity = 250+
4. AOT e-Newsletters
Target:
Opted-in consumers for Arizona destination information
Blast Date: Last



Friday in July
Theme: Mountain Getaways
Average open rate – 15%
4% click to open ratio
Blast Date: Last



Friday in December
Theme: Holiday Central Sedona
Average open rate – 14%
6% click to open ratio
5. Visitor Center iPad Guestbook: Developed an online guestbook housed on three iPads at
the Uptown Visitor Center.
Target:
Circulation:
Dates:
Consumers
350,000 walk-ins per year
Year-round
6. Facebook Partner Page: Highlights partners on a designated Deals tab on the Visit
Sedona Facebook page. The tab displays eight partner deals at a time with a photo,
description, and link to the partner’s website.
Target:
Circulation:
Dates:
Consumers
42,200 Fans
Year-round
7. Go-Arizona.com: Sedona has a page on Go-Arizona.com which is an online Arizona Travel
Guide
Target:
Circulation:
Dates:
Consumers
Average 725,251 unique visitors; 2.2 million pageviews
Year-round
8
Sedona Events Promotion
Sedona Events Alliance (SEA) event promotion is now under the purview of the Sedona Chamber of
Commerce & Tourism Bureau (SCoCT&B). Particular attention is being paid to redevelopment of
the website which will include a new events submission module. A bi-monthly events listing flyer
distributed to concierges will continue. Events promotion will also take place on local television
stations Channels 16 and 18.
1. Events Collateral: Each month, the SCCTB distributes a Sedona Events flyer both
electronically and in hard copy, along with the Sedona Events business card (below).
Target: Sedona concierge;
visiting public; potential visitors
Exposure:
75 hotels/resorts/B&Bs;
1.1 million unique visitors to
VisitSedona.com/year;
Chamber Affinity Group contacts
and Sedona City Council
Members
Dates:
Year-round
Regional: Sedona-Verde Valley Regional Marketing
1. SedonaVerdeValley.org: Promotion and continued enhancements of
www.SedonaVerdeValley.org website and continued fulfillment of requests for
information
Target:
Consumers
Dates:
Year-round
Results:
The SVVTC website ranks on page # 1 in Google for nearly 40 key search
terms and phrases
Research
1. Visitor Studies: Continue conducting monthly Sedona Visitor Profile online surveys to
Tourism Bureau database.
Target:
Sedona Visitors; Potential Sedona Visitors
Dates:
Monthly survey blasts; quarterly reports
Results:
See Exhibit A
2
Smith Travel Research (STR) -- Continue subscribing to Smith Travel Research
Performance Indicators
Internet Statistics
Internet Statistics are measured by a) the number of visits to a website, and b) the number of
page views that the website receives. Note: statistics prior to October 2011 do not include
statistics from the mobile version of the site which had not yet been developed.
9
VisitSedona.com Website Statistics
Unique Visitors
160000
140000
120000
2010
100000
2011
80000
2012
60000
2013
40000
2014
20000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Page Views
700000
600000
500000
2010
400000
2011
300000
2012
2013
200000
2014
100000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Analysis: All of our branding, marketing, and public relations efforts drive the consumer to
VisitSedona.com. To illustrate how our marketing directly impacts the website, notice the
increases in web traffic January of each year. It is during these time periods where we have
implemented more marketing activity. For example, this past January we participated in the
AOT e-newsletter.
Nearly one-third of all travelers now use smart phones to access travel information – especially
when they have arrived at their destination and are seeking attractions, accommodations and
various destination amenities. Nearly 75% of people use a mobile device while they’re visiting
10
their destination of choice. The mobile version of VisitSedona.com continues to add thousands
of visits monthly viewing our Sedona destination information and businesses.
To further illustrate the Internet’s value for our marketing purposes, our recent visitor surveys
continue to indicate that the Internet is their second choice for travel information sources.
Social media continues to impact the travel industry. Recent studies from Destination
Marketing Association International state that social media is viewed as an idea
generator/thought provoker within the travel purchase funnel. Social media often instigates the
notion of travel and helps root the notion through referrals. It’s a cost effective element of the
marketing mix and will continue to be a driving force well into the future.
These are all significant factors to consider while looking at our website performance. As we
create more social network channels to communicate with our potential visitor, the website will
undoubtedly show some decline in usership. In the end, what’s most important is that we
communicate and engage our potential visitor in a variety of forms and various touch points,
and inspire them in a way that entices them to visit.
III.
Public Relations
A. Highlights from July 2013 - January 2014
1. Media Releases July-January
Target:
National & International Media
Exposure:
List Quantity = 2,650
Blast Date: July



9
Theme: Summer/Family Escape
19% open rate
7% click to open ratio
Blast Date: August 12
 Theme: Summer/Family Escape
 23% open rate
 9% click to open ratio
Blast Date: September 11
 Theme: Arts & Harvest
 23% open rate
 8% click to open ratio
Blast Date: October 8
 Theme: Arts & Harvest
 20% open rate
 6% click to open ratio
Blast Date: November 14
 Theme: Arts & Harvest
 20% open rate
 6% click to open ratio
Blast Date: December 12
 Theme: Arts & Harvest
 18% open rate
 6% click to open ratio
11
Media Releases January–March
Target:
Exposure:
National & International Media
List Quantity = 2,886
Blast Date: February 18
 Theme: Arts & Harvest
 24% open rate
 6% click to open ratio
2. Hosted individual and FAM press trips: July-January
 Carol Kahn with Allegiant Airlines in-flight magazine 7/2-4
 Daniel Scherz with Traveler, Vienna.at, and ENERGY Austria 8/20-21
 Richard Kerler with IPM-Magazin Verlag 9/4-7
 Kevin Hann with Toronto Sun 9/17-18
 Lynn Farrell with Montreal Gazette 10/7-9
 Hector Fabio Rizzo Lozano with Mexico's Tour 10/28-30
 AOT France FAM Tour 10/31-11/1
 Huang Qing with Golf Digest, Golf Weekly China 12/9-10
Hosted individual and FAM press trips: February-March
 Henri Yadan with France Express Conseil 3/4-5
 AZ AOT Insiders FAM 3/7-8
 Mindy Ginley with AAA Times 3/14-16
 AOT Brazil FAM Tour 3/16/17
 Maribeth Mellin with Endless Vacations 3/22/24
3. International Pow Wow
Target: Met with 75 International media and film representatives with interest in Sedona
Focus: Met with media representatives and familiarize them with Sedona with story
ideas to generate positive media coverage as a premiere travel destination.
Follow-up: Sent a “Great to meet you” email to all participants. Followed up with all
attendees who requested information.
4. Event Sponsorships (in-kind value equivalent of $20,000 per event)
July-December
 National Day of the Cowboy Celebration: July 27
 Sedona Hummingbird Festival: August 2-4
 Red Rocks Music Festival: August 24-September 8
 Moonlight Madness Street Festival & Sidewalk Sales: August 31–September 2
 Holiday Central Sedona
Event Sponsorships
January–March
 Sedona Yoga Festival February 7-11
 20th Annual Sedona International Film Festival: February 22 - March 2
5. Social Media - Social media and online media positioning has completely changed the
way public relations is achieved and valued. Facebook is achieving tremendous growth.
“For many travelers, social media has become an invaluable tool for virtually every part
of planning and taking a trip: they find inspiration on Pinterest, hunt down deals on
Twitter, get restaurant tips on Foursquare, share photos on Facebook.” -Travel+Leisure
A current look at our social networking statistics:
YouTube - With our own channel, we are able to post all sorts of promotional videos.
This site will be utilized to a greater degree over the coming year, as destination
12
marketing trends indicate that videos are important to utilize now more than ever due to
the large influx of information and technology overload and the need for the consumer
to simply watch versus read.

Over 1,400 video views YTD
Flickr – Photo gallery of Sedona, which also allows fans to post their own Sedona
photos
Twitter – Followers include American Road Magazine, Travel & Leisure, LA Times,
National Geographic Travel Writer, Chicago Sun Times, and Fodor’s Food & Wine Editor
July -- December, 2013

Visit Sedona 5,021 new followers

Sedona Marathon Event- 1,196 new followers

Sedona Chamber of Commerce –354 new followers
Jan -- March, 2014

Visit Sedona– 5,436 new followers

Sedona Marathon Event- 1,500 new followers

Sedona Chamber of Commerce- 461 new followers
13
Facebook - This social networking site allows us to post photos, video testimonials, links to
events, and event listings. Fans can post comments about Sedona providing us opportunity
to engage with them. There has also been a strong push with seasonal sweepstakes which
has assisted us in obtaining new Fans. Fan base:
July-December

Visit Sedona – 40,807 fans

Sedona Chamber of Commerce - 6,814 fans

Sedona Marathon Event – 11,316 fans

Sedona-Verde Valley Tourism- 173 fans
January-March

Visit Sedona – 41,507 fans

Sedona Chamber of Commerce – 7,101 fans

Sedona Marathon Event – 11,383 fans

Sedona-Verde Valley Tourism- 204 fans
14
Below is a demographic profile of our current Visit Sedona Facebook Fan base:
Pinterest: Visit Sedona- 462 Followers
15
Sedona Accolades: July-December 2013
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


“Best US Romantic Getaways” (July 2013)
“Prettiest Places to Retire in the US” Grandparents.com (July 2013)
“Top 10 Most Relaxing Resort Spas in the US” Living.MSN.com (August 2013)
“Best Weekend Getaway” Western Outdoor Times (August 2013)
“Best 50 Restaurants in Arizona” Arizona Foothills Magazine (August 2013)
“Top 10 Best Pet Friendly Hotels” El Portal; USA Today (September 2013)
“9 Most Jaw-Dropping Outlooks Around the World” Anchorage Daily News (September 2013)
“10 Best Things to do this Weekend” Arizona Foothills Magazine (September 2013)
“7 State Parks to Visit this Fall”; AccuWeather (October 2013)
“Best Hotels in the Southwest”, L’Auberge, Casa Sedona, El Portal; CNTraveler (October 2013)
“Top 10 Best Bike Destinations in North America”; Singletracks.com (October 2013)
“Top 25 Cities for Artists” Area Info (November 2013)
“10 Best Places to Watch a Sunset” 10Best, USAToday; 9th Place; (November 2013)
“10 Under the Radar Wine Regions in the World” The Week (November 2013)
“Best Cabins” #1 Briar Patch Inn; Sunset Magazine (November 2013)
“Top 10 Best Anniversary Destinations in the World”; #2; 10Best, USAToday (November 2013)
Conde Nast Traveler; Enchantment Resort & L’Auberge de Sedona (December 2013)
Sedona Accolades: January-March 2014
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Travel + Leisure “America’s Most Romantic Winter Destinations” featuring Canyon Villa Bed &
Breakfast Inn of Sedona (January)
Conde Nast Traveler “2014 Platinum List” featuring Enchantment Resort (January)
Arizona Foothills Magazine “Best 2014 Escapes” Creekside Inn “Best B & B”, and L’Auberge de
Sedona “Best Sedona Hotel” (January)
Sherman’s Travel “Smart Luxury: 8 Day Spas in the U.S. That are Worth the Splurge” Amara
Resort & Spa (January)
Business Insider "10 Best Small Towns in America" (January)
Examiner Travel Channel "Top Resorts in the World" featuring Mii Amo Destination Spa (January)
Daily Burn “Best 50 Half Marathons” list featuring the Sedona Marathon Event (January)
Travel Channel "Top Resorts in the World" by Examiner featuring Mii Amo Destination Spa
Trip Advisor ranks Sedona as the 13 Best Destination in the USA (January)
Trip Advisor ranks Sedona’s Adobe Grand Villas as #3 small hotel, and #5 for romance (January)
The Daily Meal “America’s 20 Most Romantic Restaurants” features L’Auberge de Sedona (January)
Fox News “7 Spiritual Spots to Commune with Nature” (February)
Flip Key by TripAdvisor “Top Spring Destinations” (March)
Smithsonian “20 Best Small Towns to Visit in 2014” (March)
Fox News “Top 10 Mexican Restaurants in the US” features Elote Café (March)
Alizul “8 of the World’s Most Colorful Hillsides”(March)
B. Performance Indicators
Ad-Value Editorial Generated
Ad-Value Editorial = represents what the true value of media exposure would cost
through paid advertising. Ad-value is measured by a national clipping service which reports
circulation, number of impressions, ad-value (without a multiplier) and general publication
information. Ad-value editorial is the most effective way to measure the Return on Investment
on media relations expenditures. The Sedona Chamber of Commerce generated the following:
16
Equivalent Ad Value
Leads Generated and Distributed: Leads generated = Number of qualified referrals
distributed to member businesses. One measurement of success for the Tourism Bureau is
leads generated.
The Sedona Chamber of Commerce generated the following
Media Leads
C. Opportunities







Build our blog followers: Blog once a week
Sedona insider bloggers
Twitter usage: 4 tweets a day
Utilize user generated content from social media followers and fans
YouTube expansion: More focus on video footage
Integrate video to all social networks
Partner with another Arizona destination and develop a Media FAM Tour
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IV.
Sales
A. Highlights from July - December 2013
Travel Trade Industry Sales & Marketing
The mission of the Travel Trade Industry sales efforts by the Sales Department is twofold: 1) to
position Sedona as a premiere leisure destination for domestic and international visitors; and 2) to
contribute to the overall economic health of the Greater Sedona area by increasing revenues to the
tourism industry and, subsequently, tax dollars to the city through the booking of hotel rooms and
other visitor spending. The department uses direct sales efforts, paid advertising, co-promotional
efforts, and editorial outreach (with cooperation with the Public Relations and Marketing
departments) to book business and to build and maintain a positive image of Sedona as a
destination.
1. Los Angeles Sales Mission (August)
Target: Receptives & Los Angeles area Receptives
 65 participants
 Destination Training/Sales Calls to (1) H.I.S. U.S.A., (2) H.I.S. International Tours, (3) Tour
America, (4) J-Pac Travel, (5) Kintetsu International Tour Operation Company, (6) Nippon
Travel Agency, (7) America Tour Systems, (8) JTB International, (9) TOPTOUR America, (10)
American Ring, (11) Terres Indiennes, (12) New World Travel, (13) ATI, (14) I-Tour Service,
(15) Trans Orbit, (16) America Travel Factory
 Brochure Distribution Opportunity for Sedona businesses
2. Sedona Marathon Japanese Tour Operator Seminar (August)
Target: Wholesale tour operators
 10 people
 1 tour operator that could not attend requested information
3. Japan Sales Mission (September)
Target: Tour Operators
 Introduced DMO Partners coop opportunity – Tucson, Flagstaff and Page to participate
 Offered coop opportunity to members – 6 businesses participated
 Partnered with Hertz Rent-A-Car and conducted a seminar in Tokyo and Osaka – 62 travel trade
professionals and 14 media participated
 Conducted sales calls to; 1) H.I.S., 2) Club Tourism Planning Section; 3) Club Tourism
Marathon Sections; 4) ST World; 5) JTB World Vacations; 6) TOPTOUR; 7) Jalpak; 8) JTB
18
Corporate Sales; 9) JTB Global Merchandising & Support; 10) R & C Tours; 11) Nippon Travel
Agency; 12) Kinki Nippon Tourist; 13) Hankyu Express International; and 14) Nano Association
4. Canada (Montreal & Toronto) Sales Mission (November)
Target: Tour Operators
 7 sales calls in conducted in Montreal (Voyages Authentic USA, Voyages Sportvac, Toundra
Voyages – Windingo Adventures, Geo Tours, Sur La Route, Flextour/Voyages Gendron, Voyages
Groupe Ideal)
 10 sales calls conducted in Toronto including 3 CAA offices (Ultimate Golf Vacations/Ultimate
Ski Vacations & MERIT Golf Vacations , Kensington Tours, Quest Nature Tours, Senior Tours
Canada, Total Vacations, Women’s Travel Network, H.I.S. CANADA INC. & 3 CAA offices)
 5 participants at Toronto Breakfast event (DeNure Tours, Ellison Travel & Tours, Travac Tours,
Hanover Holiday Tours)
 Regional effort with Tucson, Flagstaff, and Lake Havasu CVBs
5. What’s New e-Newsletter
Target: Domestic/International tour operators & travel agents
 What’s New in Sedona Fall Issue
o 1,962 contacts, open rate: 18.3%
 What’s New in Sedona Winter Issue
o 1,982 contacts, open rate: 19.2%
6. Japanese Quarterly What’s New e-Newsletter
Target: Japanese tour operators, travel agents & media
 What’s New in Sedona Japanese August Issue
o 692 contacts, open rate: 34.5%
 Hertz & Sedona Japan Seminar Invitation
o 695 contacts, open rate: 42.3%
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
What’s New in Sedona Japanese December Issue
o 715 contacts, open rate: 31.7%
7. Fall Sale Campaign with Southwest Vacations
Initiative:
Arizona Sale - Sedona
Booking Dates:
10/15/13 - 11/4/13
Travel Dates: 10/16/13 - 3/31/14
Top 5 Origins:
1. Chicago Midway, 2. Milwaukee, 3. Denver, 4. Buffalo/Niagara Falls, 5. Seattle
Distribution Channel – CD 86.2% (+55% YOY), TA 18% (-45.9% YOY)
Bookings made 30 or less days prior to departure 46.1%
Bookings made 31 - 60 days prior to departure
26.9%
Bookings made 61 days or more prior to departure
26.9%
Overall Performance Compared to Previous Year
Passenger Volume YOY
(16.7%)
Room Nights YOY
(20.0%)
Hotel Revenue YOY
(3.5%)
8. Travel Trade FAMs
Offered Sedona experience to 77 travel professionals on 13 FAM tours
 8 domestic
 48 international
 9 Receptive
 12 others
 30 Sedona businesses participated (In-kind from members - $13,500)
Brand USA Qantas Holidays
AOT Brazilian Tour Operators
AOT Chinese Tour Operators
CTS Chinese Delegate FAM
20
9. Travel Trade Lead Generation & Management
Goal: Generate 50 qualified leisure trade inquiries
 Assisted 464 (188 international, 134 receptive, 76 domestic, 55 travel agents, 11 others)
 Generated 43 qualified leisure trade inquiries (24 hotels, 23 others)
 108 tour operators asked for referrals
B. Highlights from January – March 2014
1. Go West Summit (February)
Target: international, receptive, domestic and operators
 38 travel/trade meetings and appointments
o 20 international (53%)
o 15 receptives (40%)
o 3 others – US Commercial Services, OTA (7%)
 3 leads, 1 service request lead
 130 referrals sent to Sedona businesses
2. Travel Exchange (formerly NTA) (February)
Target: domestic motorcoach operators
 Received show report from the Arizona Office of Tourism
 Follow-up in process
3. What’s New e-Newsletter
Target: Domestic/International tour operators & travel agents
 What’s New in Sedona Spring Issue
o 2,153 contacts, open rate: 21.3%
4. Travel Trade FAMs
Offered Sedona experience to 17 travel professionals on 4 FAM tours
 9 Sedona businesses participated (In-kind from members - $8,713)
Travel Trade Leads and Activities
Performance Indicators
Jan-July
‘13
July-Dec
‘13
YTD
2014
Tradeshows/Sales Missions Attended
3
2
1
Hotel & Non-Hotel Inquiries (Trade*)
33
25
13
Hotel Leads
32
11
13
350
114
144
na*
na*
9
Service Request Referrals
na*
na*
248
Tasks Related to Travel Trade
Assistance
na*
na*
231
Travel Trade
Travel Professionals Receiving
Services
Service Request Leads
* Tracking techniques changed with the new Customer Relationship Management system in June. Reports
starting in January 2014 became the new standard.for benchmarking.
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Meeting, Events & Weddings Sales & Marketing
The mission of the Sales Department’s for Meeting, Event & Wedding sales efforts is to contribute
to the overall economic health of the greater Sedona by increasing revenues to the tourism
industry and, subsequently, tax dollars to the region through booking small meetings, events and
weddings. The division uses direct sales efforts, co-promotional efforts, editorial outreach and paid
advertising (with cooperation with the Public Relations and Marketing departments) to book
business and to position Sedona as a desirable small meeting, event & wedding destination.
1. IMEX –America’s Worldwide Exhibition for Incentive Travel, Meetings & Events
(“IMEX”)- (OCT 2013)
Target: North American & International meeting planners
 34 pre-scheduled meetings/appointments for SCoC only
 62 total pre-scheduled meetings with booth partners – Hilton, Poco Diablo, L’Auberge and
Pink Jeep Tours
 Collected over 200 meeting planners’ business cards.
o Many of those were walk-ups - took notes on their cards
o Others just dropped their card by for the drawing
 2 Meetings were locked in from IMEX 2013 since OCT 2013 with others pending on the
books for 2014
2. Meetings FAMs
Target: Meeting & Event Planners
 15 Meeting Planners have responded to Sedona FAM offering
 7 FAM’s pending for early 2014
 2 Meeting Planners have completed a FAM Jul-Dec2013
o 2 domestic
o 15 Sedona businesses participated
3. Meeting & Groups Lead Generation & Management
Target: Domestic & International Meeting & Event Planners
 Jul-Dec: Generated 57 qualified meeting/group leads
 Jul-Dec: Assisted 259 inquiries from meetings & event planners
 Jul-Dec: Booked 9 qualified meeting/group leads
4. Meeting Planner Mailing Program
Target: Meeting Planners with confirmed meetings in Phoenix between JUL2013JUL2016
 Jul-Dec: Generated 409 hard copy mailings to Meeting Planners with pre-set meetings in
Phoenix to offer Sedona FAM pre/post
Leads Generated and Distributed: Leads generated = Number of qualified referrals
distributed to member businesses. One measurement of success for the Tourism Bureau
is leads/qualified inquiries generated. Leads are broken out into three sectors of the tourism
industry: Media Leads; Travel Industry Qualified Inquiries; Meeting/Group Leads.
Travel & Meeting/Group Leads and Activities
Performance Indicators
Meetings & Events
Tradeshows/Sales Missions Attended
Hotel & Non-Hotel Meeting Leads
Meeting/Event Planners Receiving Services
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Jan-June
‘13
1
JulyDec ‘13
1
YTD
2014
-
23
31
13
138
259
196