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Steve Segner (born April 25, 1948) is an American entrepreneur and hotelier best known for his pioneering role in the natural pet food industry and his contributions to tourism and community development in Sedona, Arizona.
Early life and education
editSteve Segner was born in Glendale, California. He graduated from John Burroughs High School in 1968. After high school, Segner entered the pet industry, where he would go on to make significant contributions over several decades.
Career in the pet food industry
editSegner began his career in pet food retail and distribution, eventually becoming president of L.A. Pet Foods. In the late 1970s and early 1980s, he was among the first to develop all-natural dog food, launching a product that would later be known as AvoDerm. His formula, based on the inclusion of avocados as a source of healthy fats, gained widespread popularity for improving skin and coat health in dogs—particularly in warmer climates where high-protein foods caused shedding and hot spots.
A strong advocate for listening to customers and natural ingredients, Segner also focused on overcoming early distribution and marketing challenges. A creative national advertising campaign featuring a letter from actor Abe Vigoda helped catapult AvoDerm into the national spotlight, culminating in an appearance on The Today Show.
Leadership in the pet industry
editSegner served as president of the World Wide Pet Supply Association and was instrumental in expanding its regional trade show into what is now known as SuperZoo, the largest pet industry trade show in the United States. His leadership helped bring greater visibility, professionalism, and innovation to the pet products industry during a time of significant transformation.
Hospitality and Sedona involvement
editIn the early 2000s, Segner transitioned into the hospitality industry, founding El Portal Sedona, a boutique pet-friendly hotel located in Sedona, Arizona. The inn reflects Segner's interest in design, sustainability, and community, incorporating arts & crafts style architecture and serving as a base for both visitors and local civic engagement.
He has served as president of the Sedona Lodging Council and has been an advocate for balanced tourism, affordable workforce housing, and sustainable development in Sedona. Segner has been an outspoken supporter of the Western Gateway development project and has written extensively in local publications such as Sedona.biz.[1]
Community engagement and writing
editSegner continues to contribute opinion pieces and educational talks, including public events on the U.S. Constitution and historical issues related to Sedona and the Verde Valley. He is also active in historical preservation efforts and local transportation initiatives, such as marketing for the Sedona Shuttle program.
Personal life
editSegner resides in Sedona, Arizona, where he lives with his wife, Connie. Together, they have been longtime collectors of Art Nouveau, including original works by Alphonse Mucha. They are known for hosting community events at their residence in Indian Gardens.