By David Key

Sedona is at a turning point.

According to Neilsberg Research, our population declined by 13% between 2009–2010 and another 6% from 2019–2020. During that same recent period, enrollment in our public schools dropped nearly 10%, based on Arizona’s spending data for the Sedona-Oak Creek School District. Some in our community oppose new housing and development, but continuing on our current path means watching these trends worsen.

Rather than dwell on resistance to change, I’d like to focus on why I believe Sedona is poised for a renaissance.

We are the proud stewards of a thriving hospitality sector, welcoming millions of visitors to the Verde Valley each year. The natural beauty of the Red Rocks draws people from around the world. Whether they’re seeking a luxury resort experience, fine dining and boutique shopping, or a family-friendly vacation full of jeep tours, hiking, and creekside swimming, Sedona truly offers something for everyone.

Of course, we face real challenges. The City of Sedona is making steady progress on its Sedona in Motion transportation plan to ease traffic congestion. Workforce housing and market-rate multifamily developments are moving forward—though not as quickly as we need them. Our Mayor and City Council continue to advocate for commonsense legislation to curb short-term rentals while protecting responsible property owners. The success of these efforts depends heavily on state action.

Our nonprofit sector is stepping up in powerful ways to meet the rising cost of living. The Sedona-Oak Creek USD Education Foundation and the Rotary Clubs of Sedona and the Village are working hard to address education funding, staffing shortages, and housing for essential workers. The Sedona Food Bank is seeing record demand. The Humane Society is caring for more surrendered pets from families in financial distress. Hope House is providing shelter and support to women and children experiencing homelessness.

As other small cities grapple with identity loss amid population decline, Sedona’s sense of purpose remains strong. We value sustainable tourism, holistic and spiritual wellness, and a flourishing arts and culture scene. We’re known for collaboration, generosity, and a regional mindset.

In this environment, chambers of commerce in many rural areas are struggling to define their role. Yet here in Sedona, we’re fortunate to have strong community buy-in and a stable membership base. With the City now leading tourism marketing efforts, our Chamber has sharpened its focus on small business advocacy, education, and workforce development. Tourism will always be part of our economy, but our top priority is supporting the small business community that makes Sedona thrive. In our March membership survey, the No. 1 priority was clear: advocate for housing.

And that’s where the biggest opportunity lies.

Workforce housing can bring people closer to where they work—reducing turnover and improving quality of life. Multifamily housing expands rental availability without increasing short-term rentals. Townhomes open the door to homeownership for younger workers and families who are priced out of single-family homes. By thoughtfully increasing height where views are protected, and density where infrastructure allows, we can increase supply while preserving Sedona’s character.

Welcoming new families helps stabilize and grow school enrollment. It increases tax revenues that support roads, infrastructure, and long-desired community amenities like a recreation center. It also expands our cultural fabric, bringing fresh ideas and talents to the arts.

When economic conditions improve—when inflation cools, tariffs lift, and interest rates come down—we’ll have a window to grow with purpose. As Arizona Chamber CEO Danny Seiden recently wrote, “No economy has ever gotten stronger by rejecting growth.”

If we can come together around a shared vision of sustainable growth—if we choose to embrace opportunity over fear—Sedona’s next chapter will be one of renewal and renaissance.

—David Key

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