This is history as told by local people; images and memories from a small group which provide vivid glimpses of the unique lifestyle of New Agers in this remarkable community. Through their eyes we see the changes over the years. Many other people, just as worthy, could not be included. Responsibility for errors or interpretation belong to the author. Communications regarding Sedona's New Age history are welcome.

Introduction

In January 1993 I awakened one morning with a clear message in my head: Go to Sedona and start your life over. I was living in northern California and had never been to Sedona but a friend had piled her belongings onto a pick-up truck the year before and vanished into the desert. We only heard of her indirectly after that. She had had some extraordinary experiences, rumor said, and changed her name.

Sedona had a mysterious and magnetic reputation. You could see the stars clearly at night there, I was told, and sometimes UFOs. Nine months later, I had given up my job in Berkeley and moved to Arizona's high desert country. My experience of being called was not at all unusual. Local author Tom Dongo's book The Quest tells the stories of many others.
 
 

Uptown Sedona with beautiful red rocks in background
 

Sedona is a small town of approximately 10,000 population. Add another 5,000 for the nearby Village of Oak Creek. In the few years since my arrival, three new stoplights have appeared along Highway 89A and another on Highway 179, making a grand total of six. There are seven new movie theaters, Red Rock High School has opened, an Actors Repertory Theater group has formed and there is an international Film Festival each year. Those are only a few of the changes. A constant increase in traffic, new homes, timeshares, and businesses brings up serious issues regarding the pace of development. There are major controversies in town as to how plans for land, water, sewers, drainage and roads should be handled.

At least 176 New Age oriented businesses are located in Sedona and Oak Creek, over 200 if other nearby communities are included: Jerome, Cottonwood and Prescott. The local breakdown includes 16 audiovideo companies, 21 publishers, 5 publications,  14 retailers, 39 sidelines (manufacturers of a product) and more. These figures do not include any of the numerous holistic health practitioners, psychic readers, channels, sacred Earth tour guides or other individuals engaged in New Age service activities.

Sedona is shifting from an earlier identity as an attractive writers and artists colony and a good place to retire, to the broader role of world service. Approximately four million tourists come to experience the special beauty and energy of the red rock formations. Many come to seek a spiritual experience, to enjoy the creative arts, to connect with alternative healing practitioners, local products and services.  Tour groups arrive throughout the season from all around the world.

The Chamber of Commerce handled 443,000 requests for information on the telephone or in person in 1996. Members of the Chamber estimate that up to ten percent of these people inquired about the vortices or New Age activities. This is probably an underestimate of New Age interest because a Northern Arizona University study of visitors done in 1995 at two different seasons of the year showed that 64% of Sedona's visitors were seeking a spiritual experience. Forty-two percent said they wanted to visit a vortex area.
 

Coffee Pot Rock in West Sedona
 

Local New Age authors, artists and musicians have their books, prints, paintings and recordings sold around the world. The Energy Mastery School founded by Dr. Jaffe in Sedona now offers training all over the USA and Europe. New Editions International, also founded in Sedona, has a database of New Age oriented businesses with information from 67 countries on it.