Tactic C1.2

Utilize Metrics

Utilize mix of performance metrics to help Sedona’s visitor industry remain economically strong.

To evaluate trends in the tourism industry’s performance, the SCC&TB will continue using key economic performance indicators (KPIs) such as:

• Hotel occupancy
• Average daily rates
• Sales tax collections
• Bed tax collections

These KPIs will be analyzed on a quarterly basis and benchmarked to the previous year and the last 5-year average, creating a clearer picture of how current performance compares to past performance.

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IMPACTED PILLARS

TIMEFRAME Short-term (12-18 months)

LEAD PARTNER SCC&TB

SUPPORTING PARTNERS City of Sedona, Sedona Lodging Council

ALIGNING RESEARCH Industry Best Practices, GSTC

TARGET / STATUS TO DATE

1. Maintain bed tax collections
2. Maintain sales taxes collections
3. Maintain average occupancy %, work to increase occupancy in need seasons
4. Increase average daily rates

PROGRESS TO DATE

Performance Metrics

Use performance metrics to help visitor industry remain economically strong.

FY21 & FY20:  The SCC&TB regularly submits reports to the City of Sedona Manager which include occupancy and average daily rate for the previous month, comparisons with the three previous fiscal years, the same data for Scottsdale and for Arizona as a whole, and comparison with the benchmark year of FY2014.  Each report includes progress on any Sustainable Plan tactics achieved during that month. The reports are available publicly at sedonachamber.com/research.