Tactic B1.1
Sedona In Motion Support
Build business support around SIM implementation steps and the Phase One initiatives.
Sedona in Motion (SIM), a mix of transportation projects resulting from the City’s Transportation Master Plan, is underway. Transportation infrastructure projects include new roadway and median improvements in Uptown that will improve traffic flows and remove elements that cause slowing.
As SIM projects move forward, the SCC&TB will focus on tourism industry support, help identify ways to minimize disruption during construction, and assist in maximizing visitor understanding and usage.
IMPACTED PILLARS
TIMEFRAME Short-term (12-18 months)
LEAD PARTNERS City of Sedona, SCC&TB
SUPPORTING PARTNERS Sedona Businesses
ALIGNING RESEARCH Local Input
TARGET / STATUS TO DATE FY21
1. Number of industry events focused on SIM mitigation - TARGET = 50 / STATUS = 76 (locals nite out, community pulse, strategies), plus weekly meet ups
2. Number of industry outreach efforts (communications) - TARGET = 50 / STATUS = 56 (ads, articles, Construction Guide, etc)
PROGRESS TO DATE
Sedona in Motion
Build Business support around SIM implementation steps and the Phase One initiatives.
FY21 & FY20: In June, the SCC&TB completed plans to participate in the ribbon cutting for the revamped Verde Shuttle scheduled for July, and promote the usage to businesses, including development and distribution of break room posters and promotion in the partner enewsletter, distributed to more than 750 opt-in business subscribers.
In May, the SCC&TB promoted micro transit, the trailhead shuttle program and the entire SIM effort in blog posts and Red Rock News and The Villager columns in May and June.
As the 89A Uptown project began, the SCC&TB developed and distributed a free Sedona Road Construction Support Guide for impacted businesses. The guide provided valuable tips on advertising, parking, digital communications and other ways to engage with and communicate to customers, as well as explicating the long-term benefits of the project through Uptown – which included new medians and median landscaping, new roundabouts, a new southbound lane and parking adaptations.
The City of Sedona and the SCC&TB co-sponsored biannual Community Pulse public events to educate the community about important issues such as SIM projects.
The SCC&TB hosted weekly Coffee Chats at the SCC&TB offices to answer community questions and suggest strategies for coping with disruption while showcasing their transparency and open-door policy.
In December 2019, the SCC&TB assisted with Merry Midpoint, an Uptown block party to celebrate the midpoint of the Uptown Roadway Improvement Projects. More than 20 businesses participated in the merriment.
To assist businesses impacted by the construction, the SCC&TB organized and heavily promoted Locals Nite Out events featuring BOGOs at Uptown eateries. Associated businesses could also benefit by remaining open at a time when more people were being drawn to the area.
The SCC&TB published a total of 16 print ads and 6 sets of digital ads while heavily promoting Locals Nite Out in the sidebar of our weekly Red Rock News column, on social media and through five distinct posters and flyers.
Paid advertising appeared on the following dates: 7.1.20, 7.8.20, 7.29.20, 8.5.20, 8.12.20, 8.19.20, 8.26.20, 12.9.20, 12.16.20, 1.6.21, 1.13.21, 1.20.21, 1.27.21, 2.3.21, 2.10.21, 6.30.21