Sedona/Verde Valley Tourism Council
Gets State Grant to Promote Region

The Sedona/Verde Valley Tourism Council is working hard to bring visitors to the area by spreading the word about the region and its many attractions and amenities. Up until this month the council had consisted of three members: Sedona Chamber of Commerce, Cottonwood Chamber of Commerce and Camp Verde Chamber of Commerce.  But now that the Jerome and Clarkdale chambers have joined the group, the council should pack a bigger marketing wallop than ever before.

“By developing marketing partnerships locally and regionally we can enhance our marketing resources and have more visibility in attracting visitors,” says Jennifer Wesselhoff, President/CEO of the Sedona Chamber of Commerce. 

The goal of the Tourism Council during this fiscal year (July 2007 to June 2008) is to increase overnight visitation in the area and boost tourism revenues by 10 percent for each participating chamber.  The Tourism Council will compare the total of tourism-related tax revenues collected in 2006/2007 with those collected in 2007/2008 to evaluate both joint and individual chamber marketing efforts.

If the Tourism Council is effective in convincing more visitors to come to the region, it will certainly be in part because of its broader membership—the Sedona/Verde Valley Tourism Council now represents all there is to see and do in the region—but perhaps even more importantly it will be because of a coordinated marketing campaign.

The group has just been awarded a matching grant from the Arizona Office of Tourism through its Teamwork for Effective Arizona Marketing (TEAM) program. The grant matches marketing expenditures by the Tourism Council, dollar for dollar up to $34,000. The grant has been awarded to create enhanced awareness of all the region has to offer through targeted marketing programs.

The Sedona/Verde Valley Tourism Council’s targeted marketing campaign will focus on five areas in the leisure travel market, which include a broad swath of viable prospects. Some projects will be performed by the entire council, while others will be spearheaded by individual chamber members.  The group will

1. Contact U.S. domestic motor coach programs to bring groups into the area on scheduled tours of Arizona and/or the Southwest.

     2.      Develop a postcard campaign targeted to Phoenix convention attendees to visit Sedona and the Verde Valley before or after their conventions.  This will include a prize-drawing incentive.

        An estimated 100 conventions will take place in Phoenix between August of this year and June 2008, bringing approximately 168,000 attendees to Arizona. “In light of the vast variety of professional tourism-related businesses within the Sedona and Verde Valley region, the gain of (day) trips with expanded activities will result in a high economic impact for the area,” predicts Kate Loging, director of tourism for the Sedona Chamber of Commerce.

3. Create a marketing brand for the region that will give the region a consistent marketing image. “Sedona, Cottonwood, Camp Verde, Clarkdale and Jerome lack a common denominator to present their regional concept and regional message,” explains Loging.  “A branding process will provide the Tourism Council with a regional identity.”

4. Expand the Tourism Council’s marketing efforts to Japan by sales missions to Japanese receptive tour operators in Los Angeles and Las Vegas and wholesale tour operators in Japan.

This effort is in step with state and national marketing campaigns. The Japanese market has been one of the top international markets targeted by the Arizona Office of Tourism. This is also true nationally. The U.S. Department of Commerce (DOC) has decided to allot the $9.8 million federal budget for tourism promotion to Japan and the United Kingdom.  According to DOC Deputy Assistant Secretary Douglas Baker, “Japan is a friend country and a strong economic partner for the U.S.  Therefore, it is significant for us to develop tourism relations as well.”　　 

       5.      Enhance and maintain the Tourism Council’s visibility and exposure on the World Wide Web. “In order for tour operators to include the Sedona Verde Valley area in their programs, there must be a desire from the consumer to visit the Sedona and Verde Valley area. This website creates that desire and helps position the area as a premier destination in Arizona,” says Loging

The Tourism Council also received funding to attend the Arizona Governor’s Conference on Tourism earlier this month (July) so members of the various chambers could learn more about the tour and travel industry, public relations, how to partner with the Arizona Office of Tourism and how to market their communities abroad.  “Education is crucial, especially in such a dynamic industry.  This was a great opportunity to learn about international marketing, civic tourism, marketing best practices and general information about the state,” explained Wesselhoff. “By understanding the state’s marketing position, we can learn how to best complement its efforts.”

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If you'd like more information about this topic, or to schedule an interview with Jennifer Wesselhoff, please call the Sedona Chamber at 1 (928) 204-1123 or e-mail Jennifer at JWess@SedonaChamber.com