Tactic B1.5
Sedona Transit (mid-term goal)
Build business support and visitor utilization of Sedona Transit to enhance effectiveness.
The Greater Sedona/Oak Creek Canyon Transit System Development and Implementation Plan is underway, assessing the viability of – and planning for – transit services across multiple jurisdictions. The Plan focuses primarily on shuttle service for recreational and tourism-oriented locations within and between the Sedona area and Oak Creek Canyon.
The tactic focuses on working with the City of Sedona on marketing materials to help tourism businesses educate guests and promote use of transit.
Reducing vehicular traffic volume will significantly impact Sedona residents and their quality of life. New survey initiatives will be implemented to track visitor knowledge and use of the system, and levels of satisfaction.
IMPACTED PILLARS
TIMEFRAME Mid-term (2-3 years)
LEAD PARTNER SCC&TB
SUPPORTING PARTNERS City of Sedona, Sedona Businesses
ALIGNING RESEARCH Resident Survey, Business Survey, Public Input, GSTC
TARGET / STATUS TO DATE FY22
1. Ridership volume TARGET = 20 passengers per hour / STATUS = 35 passengers per hour
2. Number of outreach messages and/or impressions through marketing campaign TARGET = TBD / STATUS = TBD
3. Number of businesses engaged TARGET = TBD / STATUS = TBD
PROGRESS TO DATE
Sedona Transit (mid-term goal)
Build business support and visitor utilization of Verde Shuttle to enhance effectiveness.
FY22 The Sedona Shuttle branding was implemented with the introduction of the service earlier in the fiscal year. Today, vehicles, shuttle stops and way finding signage, as well as a wide variety of promotional tools, all reflect the distinctive brand.
Approximately 47,500 pieces of promotional literature were printed and distributed between service inception in March 2022 and the end of the fiscal year June30. This includes passenger guides, rack cards, small pocket cards and posters. Promotional materials were distributed to front desk and concierge staff at 72 lodging establishments, as well as 14 other businesses. In addition, the Chamber Newsletter promoted the service to all businesses in the area, and the shuttle was frequently mentioned in our regular ads and Red Rock News columns. The shuttle is prominently featured on the home page of sedoanchamber.com and visitsedona.com
The SCC&TB emceed the kickoff of the Sedona Shuttle trailhead service on March 24 and assisted in organizing the event. The SCC&TB coordinated with the City and its transit consultant on a news release and distributed a media advisory about the event to hundreds of their national and statewide media contacts.
The SCC&TB drafted and submitted an article for publication to outdoors and hiking media around the country. The shuttle was featured in the SCC&TB Red Rock News column of April 22 was mentioned in the SCC&TB Red Rock News column of March 2. It was also included in CEO newsletter messages to our partners and opt-in public subscribers. The shuttle launch was included as part of the SCC&TB membership drive ads and radio spot as an example of important community events in which Chamber members participate. According to the Red Rock News, the shuttle had 8,500 boardings in its first four days of operation.
Sedona Shuttle branding was in-the-works throughout the summer of 2021. The participating committee included the City of Sedona, the SCC&TB and Transit Marketing. The final proposed designs will be presented to Sedona City Council.
FY21: 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.
The COVID pandemic had an immediate and deleterious effect on usage of the Verde Lynx and the range of service provided. As the economy reopened, the transit scheduling and marketing processes required review and rebuilding.
in October of 2020, operators introduced a re-implementation plan and a resumed expanded service schedule. Informational materials were distributed to Sedona hoteliers and the community, including a Spanish version. The rebranding of the Verde Lynx in conjunction with the delivery of new buses is in progress.
Graphics for the new buses were presented to Cottonwood City Council in October and shared with City of Sedona management.
FY20: The need for more aggressive marketing of Verde Lynx was ongoing before the COVID-19 pandemic. At that time, Verde Lynx was providing about 175 trips per day, primarily to Cottonwood residents commuting to jobs in Sedona. Service had been expanded to 11 p.m. on weekday evenings. The Cottonwood City Council approved the no-fares program to continue through December 31, 2020.
A campaign to increase awareness and usage among Sedona workers was a priority. A strategic marketing plan that included identification of Verde Lynx target markets, objectives, strategies and messaging was presented to Sedona and Cottonwood management. Further research into local employee transportation needs was conducted.
At approximately the same time, Sedona completed its Transit Implementation Plan and was moving toward a robust transit service in the Sedona-Oak Creek Canyon area. This presented opportunities to build momentum for expanded regional transit services.
As the pandemic brought economic activity to a near standstill, Verde Lynx ridership plummeted to almost nothing. Service levels were reduced to weekend levels and expanded evening service eliminated. There was a general stoppage of marketing and Verde Lynx programming.