The Sedona Tourism Advisory Board (TAB) meeting on October 1, 2025, revealed significant insights into the summer advertising campaign's performance, highlighting both successes and areas for improvement. The campaign achieved a commendable 12 to 1 return on ad spend (ROAS), translating to over $2.5 million in economic impact for the community. However, this figure is lower than previous campaigns, primarily due to stricter data privacy regulations affecting the ability to track consumer behavior effectively.

The meeting emphasized the importance of the campaign's key performance indicators (KPIs), which showed strong results in click-through rates, video views, and website visits. Despite these successes, the lower ROAS compared to past efforts raised concerns among board members. The campaign generated approximately $123,000 in sales and bed tax revenue for the city, underscoring its financial contribution.

The board also discussed the effectiveness of their current advertising vendor, Datafy, which has proven to be the best option for tracking attribution to hotels and short-term rentals. Datafy's ability to provide real-time reporting and detailed points of interest tracking was highlighted as a critical advantage. While other vendors were evaluated, none matched Datafy's capabilities, although a second vendor was noted for potential future collaboration if data privacy issues persist.

Looking ahead, the 12 to 1 ROAS will serve as a new benchmark for future campaigns, guiding the board's advertising strategies and ensuring continued economic benefits for Sedona. The TAB remains committed to adapting its approach in response to evolving market conditions and consumer privacy regulations, aiming to enhance the effectiveness of its tourism promotion efforts.