While the Effortless Revitalization brand and Absolutely Scottsdale ad campaign are designed to appeal to out-of-town visitors, they have to align with who we are as a destination in order to be authentic. And there's no group better to understand what our destination has to offer than our key community stakeholders. Fifty community stakeholders participated in in-person interviews and focus groups. An additional 230 people shared their thoughts in an online survey. We are grateful for the time and insights they provided throughout this process.