Tourism and its economic benefits topped a Sedona City Council candidate forum Monday, Feb. 13, hosted by the Sedona Chamber of Commerce, Sedona Main Street Program and Sedona Lodging Council.

Vying for three open seats on council are four candidates: incumbent City Councilman Mark DiNunzio, businessman John Martinez, developer John D. Miller, and former New York City administrator Jessica Williamson.

Incumbent Mayor Rob Adams is running unopposed.

“My natural inclination is toward marketing,” said DiNunzio, a former chamber board member. He said tourism brings a “vibrancy and aliveness to our community” so the city should continue to partner with the chamber in destination marketing and tourism promotion.

DiNunzio said the city should invest in capital projects, such as more parking in the arts district, and marketing efforts, to continue to bring in tourists.

His top three priorities are safety — such as storm drainage mitigation, new infrastructure and involving more of the community.

A member of the city’s budget oversight committee, Martinez said Sedona’s future is tied directly to tourism. The city should preserve and protect its key asset, the area’s natural beauty. Thus, he said, he supports the proposed National Scenic Area legislation, Amendment 12 to the Coconino National Forest’s Forest Management Plan and the U.S. Forest Service’s proposal to run shuttles between Sedona area trailheads to reduce parking and traffic congestion.

Martinez said he also wants to engage locals in the visitor experience by supporting festivals and events. He also favors funding local nonprofits and hopes to increase money given to them as the economy improves.

Financial stability, accelerating a solution for storm drainage and alleviating Uptown traffic topped his priorities, Martinez said.

Miller likened the local economy to a car: Tourism is the engine, money is the gas, the city is the passenger and the goal is “to get to amazing.”

Miller said when it comes to attracting tourists, the chamber has the most knowledge.

With Sedona hotels at 60 percent occupancy, the city has a 40 percent possibility for growth if the chamber can tap the city’s assets of goods and services.

Miller’s priorities are controlling spending, getting back to basics and a business approach to running the city.

Williamson agreed that tourism is what drives the economy.

She supports increasing funding to the chamber to the fullest extent possible. She said other communities give the whole of their bed tax to the chamber. If Sedona did that, it would increase the city’s contribution from $600,000 to about $1.5 million.

She also said the $10 million in the city’s reserve fund should be spent on projects.

Her priorities are traffic, supporting the economy and changing the way residents deal with controversial issues, like streetlights on State Route 89A.

Adams said the city should start looking for opportunities for other revenue sources, such as an outdoor event venue, perhaps on city-owned land by the Wastewater Reclamation Plant.

He suggested creating a boutique convention center and supporting expansion of Yavapai College and the Sedona campus of Verde Valley Medical Center.

Adams’ priorities are the city’s physical health, expanding the economic base, and infrastructure issues like traffic, land development and storm drainage.

The candidates were also asked about taxes and how to increase revenue.

Miller said taxing Internet sales is logistically impossible, so the city should focus on the “tactile” experience of having to come to Sedona, and also suggested the addition of an arts or antique festival.

Williamson wants to make doing business less cumbersome by speaking to business owners. She said costs are higher in Sedona than Cottonwood.

As a volunteer Uptown ranger, DiNunzio said 1 in 3 visitors ask questions about where to eat, shop or stay. He would like more people on the street who can be responsive to such requests. He also suggests rolling back sales tax as the economy improves.

Martinez said visitors want unique shops while locals want shops to buy everyday goods and services, which will keep them from shopping in other communities or online. He also suggested “dusting off” the West Sedona Redevelopment Plan.

Adams said he wants to create Uptown as a city center with more outdoor dining, drinking and music. He also suggests a “string of pearls” in West Sedona, with community gathering centers and small parks.

Williamson said the city should diversify through new programs in art and music therapy, health care services, the wine industry and technology.

DiNunzio said the city should not diversify but improve the tourist experience. He cited diversification among banks, which directly caused the housing collapse and Great Recession, while Apple refused to diversify but instead improved its products to now be a leader the computer industry.

Martinez suggested the city boost ecotourism, metaphysical tourism, VVMC for cancer treatment and other services, corporate retreats and conferences, and education at Yavapai College, perhaps in culinary arts or arts and culture.

Miller said while businesses relocate to the Verde Valley, only CEOs live in Sedona while businesses open in Cottonwood due to the worker base and lower costs.

Miller said the city should develop the land known as the Preserve at Oak Creek, north of the Sedona Arts Center, into public space.

Adams said the city should do what it does best and focus on tourism.

He suggested Sedona become an event destination with a focus on birding, environmental sustainability, local wines and the arts.