Amber Wagner, the City of Sedona’s transit administrator, told the Tourism Advisory Board that the Sedona Shuttle system has provided more than 1 million boardings since launching in March 2022 and that the city will begin a neighborhood pilot in November to expand its Connect on-demand service.

Wagner said: "We currently operate 3 park and ride lots 3 shuttle routes. And service to 5 major trailheads," and reported that in fiscal year 2025 the system recorded more than 358,000 boardings, which she said "removed more than a 129,000 vehicle trips to the community." She added the system carries about "1,200 passengers per day on these routes."

The Connect microtransit service — an app-based, door-to-door ride that Wagner compared to ride-hailing — launched in August 2024. Wagner said the Connect fare is $2 each way and that the city provided over 14,000 Connect rides in fiscal year 2025. For the Chapel and Mystic Hills expansion Wagner said the city will pilot stop locations and outreach with the Chapel Neighbors core committee and expects the pilot to start in November.

Why it matters: city and board members said the shuttles are intended to reduce car traffic at popular trailheads and in residential neighborhoods, and to provide mobility to residents who lack reliable transport.

Board members and residents pressed staff on capacity, equity and accessibility. Wagner said Cathedral Rock route "is pretty saturated, and that is stabilizing. So we're probably at capacity at Cathedral Rock, but the others, we have growth for ridership." When asked how many vehicles support Connect, Wagner replied the program is operating with five vehicles in the Connect fleet, using four at peak service and holding one spare; she said an additional vehicle the city ordered in February should arrive in fall or spring.

Board members raised concerns about non-app users and payment methods. Wagner said Connect supports app payment and phone reservations, and that drivers also accept cash. Wagner said the program provides multilingual materials and that outreach has included paid social, household mailers, coupon mailings to every household in Sedona and partnerships with hotels and the community center.

The group also discussed micromobility. Wagner said the transportation master plan considered scooters and e-bikes and noted tradeoffs: scooters can create clutter while e-bikes appear to have greater market demand. She said the city has discussed a potential mobility hub on a former gas-station property it acquired along the corridor but said the community and congestion implications remain under study.

Wagner described outreach pilots and metrics the city will monitor: Connect will expand to Chapel/Mystic Hills in November, a North of Sanborn pilot is planned for spring, and staff will measure ridership patterns, pick-up/drop-off locations and neighborhood impacts. She also said the Trailhead shuttle program remains free and that the city provides free parking at park-and-ride lots that serve the trailhead routes.

Board members recommended additional Spanish-language materials, on-site outreach at the community center and promotion through hotel concierges; Wagner said the city has begun those efforts and will continue targeted campaigns.

Ending: Wagner said staff will return with more data as pilots roll out and invited board members to provide targeted feedback on stop locations and outreach tactics.