Council Unveils Bold Plan: Three Uptown Kiosks on the Horizon, Trail Info Faces Ax

On March 11, the Sedona City Council officially approved a new contract with the Sedona Chamber of Commerce to manage the Uptown Visitor Center. Additionally, the council authorized city staff to allocate $115,000 for the installation of three information kiosks.

Visitor Center

City Communications Manager Lauren Browne informed that the city’s Tourism Advisory Board had advised making the Visitor Center a permanent establishment, continuing the current 80-20 funding model between the city and the chamber. The board also suggested enhancements like a curated trail map for visitor management and an artificial intelligence chatbot.

However, Mayor Scott Jablow voiced skepticism about the chatbot, stating, “To me it’s very impersonal. I hate the AI.” Meanwhile, Browne indicated that efforts were underway to wrap the Visitor Center in city branding, a cost the city will bear.

The bed tax-funded expenses for the Visitor Center for FY25 are projected to be $426,535, with the city’s contribution at $341,228. In comparison, the proposed budget for FY26 is $439,300, requiring a city contribution of $351,440. The contract also includes an option to renew for FY27 at $358,892.

With a total budget of $2,097,730 for FY25 for tourism and economic initiatives, Chamber President David Key noted that the growth in budget stems from rising maintenance costs, an anticipated utility increase due to Arizona Water Company’s 48% rate hike, and necessary salary increases. “We’ve got good people, we’re going to keep them and we’re going to keep them happy,” Key affirmed.

In FY2024, the Visitor Center recorded 156,713 walk-in visitors, surpassing the target of 150,000, supported by 7,076 volunteer hours. To date in FY25, the center has welcomed 75,051 visitors, achieving 50% of its goal, compared to 43% at the same stage last year.

Key also highlighted a shift from a mortgage reimbursement model to a rental system, indicating that the annual rent of $25,500 for a property of that size is favorable. The Visitor Center’s staffing model has transitioned from two full-time positions to one part-time director and eight part-time staff members, along with approximately 30 volunteers. The center’s influence is significant; according to Sedona Historical Museum Executive Director Nate Meyers, referrals from the Visitor Center contributed around $22,000 in revenue to the museum through admissions and gift shop sales in 2024.

Key emphasized the center’s role in promoting eco-conscious tourism while being mindful of residents’ needs. Tourism Manager Andrew Grossman elaborated on how the Visitor Center helps shape visitor experiences. “Our marketing campaigns aim to control how visitors should respectfully engage with our community,” he explained.

Grossman also presented a plan for installing two or three digital kiosks, which Councilman Brian Fultz referred to as “giant cellphones,” at key visitor locations in Uptown. While some past users found kiosks less time-saving, Grossman argued that informed visitors are more likely to engage positively with the local environment. He discussed custom maps and real-time updates to guide visitors effectively.

Comments

“None of us could imagine having visitor services in Sedona without a physical Visitor Center,” remarked Tourism Advisory Board member Craig Swanson. Lodging Council President Cheryl Barron added that kiosks would facilitate quick access to information while also benefiting from the personal touch that Visitor Center staff provide.

Community sentiment about technological advancements was mixed. Visitor Services Director Victoria Latunski pointed out that international visitors often value personal interactions. Council members expressed varied opinions on the kiosks. While Fultz appreciated their utility, Councilwoman Melissa Dunn sought to fund the Visitor Center for another year to assess visitor engagement data.

After substantial discussion, the council unanimously approved the chamber contract, voting 7-0. The kiosk purchase received a 6-1 vote, with Pfaff dissenting.