Relationships with partners and media are essential for business success

July 28, 2023

Relationships with our partners at the Sedona Chamber of Commerce & Tourism Bureau are very important. When we know and understand their business, we are able to be on the lookout for opportunities that will garner attention and assist with their marketing efforts.

Working with the media is essential in what we do. When we have our finger on the pulse of what is happening in Sedona such as new business openings, the stories behind the brand and business ownership, it makes it easier to recommend story ideas to national and regional publications, news media and television outlets when needed.

When television crews descend upon Sedona, we can guide them with the utmost professionalism to secure the best places to film and assist them with the proper permitting needed within city limits as well as the forest service.

This was the case when the History Channel filmed, “Beyond Skinwalker Ranch,” which included Sedona’s Bradshaw Ranch for a two-part episode, which aired June 6 and July 11. Both John and Mason Bradshaw of Sedona Jeep Tours was featured in the series.

Additionally, by reaching out to editors and recommending story ideas, supplying photos for publication and contacts, and creating a social presence, our efforts are constant.

Because many of our businesses rely on tourism, the relationship with the media is vital. Most travel decisions are made by people who have never seen a destination firsthand themselves but may have read about it in a publication or have seen it on social media. Favorable media coverage is a powerful tool in marketing.

Recently, Travel + Leisure Magazine, America’s largest travel media brand, selected Arizona hotels based on feedback from nearly 165,000 readers. Readers were surveyed about their travel experiences around the world, including hotels, cities, islands, airlines, cruise ships and other experiences. Two Sedona resort properties made the list, L’Auberge de Sedona and Enchantment Resort.

Travel + Leisure has an affluent audience base of close to 10 million, with a circulation of close to 1 million. Additionally, the Arizona Republic picked up the story online [] and also on their social media channel, touting that very article — once again giving accolades to our hoteliers in Sedona, which is also of great value.

Let’s look at the numbers:  Placing a full-page ad in T+L costs roughly $215,000. But receiving an article in that publication has an advertising equivalency value of $645,000 — three times greater than the cost of an advertisement!  Our direct influence with the media regularly garners a much greater value for our member businesses.

Our team at the Chamber works hard to ensure the relationships with our members are solidified. We are constantly looking for new ways to enhance and support our businesses by creating value. Through experienced storytelling, digital marketing and monthly programs as well as generating other ideas to benefit our members, it is our goal to create a win-win opportunity that enhances success.

Knowledge, communication and relationships encompass the basis of the SCC&TB. In regards to that, I am reminded of a quote from Henry Ford that I enjoy, “Coming together is a beginning, staying together is progress and working together is success.”

Michelle Conway, President/CEO
Sedona Chamber of Commerce & Tourism Bureau