In the end, it came down to restrooms over reindeer. Sedona Chamber of Commerce President and CEO Jennifer Wesselhoff surprised many during the Wednesday, April 24, Sedona City Council meeting when she announced that after two years, Sedona Northern Lights is a thing of the past.
“The Northern Lights program was successful for the four days we had it,” she told council. “The first year we had double-digit [hotel] occupancy growth in three of the four days [compared to the previous year] and the second year we had double-digit occupancy growth over the previous year, three of the four days. Our businesses liked it but we did hear conflicting feedback about the event.”
The program was a joint venture between the city of Sedona and the chamber. Last year’s show cost around $110,000 with $30,000 coming from local merchants and the rest the city and chamber.
Wesselhoff said the chamber will use the funds it would have used on Sedona Northern Lights — about $100,000 — to renovate the restrooms at the visitor center in Uptown. However, she thinks Sedona Northern Lights would have continued if they had the funds to do it.
“Unfortunately, we had to make a difficult choice here,” she said after the council meeting. “But the choice was a little easier given that the toilets in the restroom overflowed at least once a week in March. It’s just not a good representation of a clean, welcoming city.”
During the meeting, she said some spectators called the free program Disneyland-like and not necessarily appropriate for Sedona. She understands and said the show fell short of organizer’s vision of what it could be. She added that if the city wished to increase their budget, they’d continue the show or if those funds were given to the Sedona Parks and Recreation Department, the chamber would be happy to partner in it.
“If SNL does not take place, I will probably not be looking to create a new signature event this year,” Parks and Recreation Manager Rachel Murdoch said earlier this week. “However, I will find ways to enhance the Uptown experience. We are already decorating more for the holiday season, but perhaps we can include some interactive features.”
In terms of Sedona Northern Lights not returning, Murdoch said she’s OK if the event has to end after only two years.
“The accomplishment was made,” she said. “We got approval, raised the funding, found the production company and made that event happen. It was a group effort and we succeeded.
“That being said, the creative effects were never exactly what we had wanted them to be. We wanted a 3D-mapping show and we just were not able to get that on such a large scale. The effects that would have made people say ‘wow’ were not possible with our budget. So if it has to go, we will do our best to find a better fit for this city and give our residents something to enjoy over the holidays.”
Following last year’s show, the chamber received feedback from merchants as well as spectators.
Those who liked it said:
- “Just wanted to send a big thank you and to share how much we loved the Northern Lights. Watching it on the red rocks was wonderful but more than that I loved the way it brought people together.”
- “I think it’s a neat tradition that I hope Sedona keeps and improves on.”
- “I love the show but way too short to even get families from Cottonwood or Camp Verde or even Flagstaff.”
While others said:
- “I think the holiday lights on the red rocks are tacky.”
- “We watched it from Sound Bites patio. Their speaker was bad so just heard total static. To me, it was pretty underwhelming, sorry to say.”
- “I am sorry but I think this is the most ridiculous thing I have ever seen. I feel it cheapens our city, is of little value to anyone, and possibly has a negative effect on our wildlife.”
For now, Wesselhoff said the chamber will be focusing its attention on other things.
“At this point we are not looking to create a new signature event,” she said. “We’ll be focused the next year on implementing the Sustainable Tourism Plan, supporting our local businesses — especially during [Sedona in Motion] construction and managing visitors to lessen their impact on our lands and in our neighborhoods.”
Ron Eland can be reached at 282-7795, ext. 122 or by email at reland@larsonnewspapers.com
