Tonight, the Oro Valley Town Council will consider a proposal to form a citizen-staffed Tourism Advisory Commission. The item, put forth by Council Member Murphy and Mayor Winfield, would create a commission of five Oro Valley residents who would serve as an advisory body to the Town Council on matters related to tourism promotion, special events, and marketing strategy. The goal is to strengthen resident involvement in shaping how the Town promotes itself as a destination and to ensure that tourism efforts reflect community priorities—not just business goals.
Town has built a tourism program "from scratch" in real time
Two years ago, the Town ended its contract with Visit Tucson. The Town was not prepared to take over that effort and scrambled to get things going. So, it created its own in-house destination marketing organization (DMO). Today, Oro Valley is recognized by the Arizona Office of Tourism as a designated DMO, which allows the Town to manage its own tourism promotion, participate in state-supported marketing programs, and apply for tourism-related grants. In addition, the town hired a destination marketing manager, and under that leadership, launched its centerpiece initiative: the “Explore Oro Valley” website. This year, the town launched a five year leisure and travel plan of which residents are somewhat wary.
To date" Long on action… short on results
Since taking over tourism promotion, the Town has seen only one "major" result: The recent announcement of a three-year partnership to host the Pickle-icious Jingle Jam pickleball tournament. The tournament is estimated to draw hundreds of players from Arizona and neighboring regions, along with spectators and supporters of the game this December. The only other notable result we have been able to identify is last December's Project Echelon charity ride.
One of the other steps the Town took was to establish a stakeholder group that includes hotels, resorts, the Chamber of Commerce, arts groups, golf course representatives, and others who operate businesses in the tourism space. These organizations are directly involved in Oro Valley’s tourism economy and meet with Town staff to discuss marketing efforts, event planning, and visitor experiences. This group does not operate in public meetings and does not report to the Council.
Council proposal: A resident-focused commission
What’s being proposed now is different [see panel right]. The new commission would consist only of Oro Valley residents—not representatives of hotels, resorts, or other organizations. Members would be appointed by the Town Council based on their background in hospitality, marketing, or general business experience. The commission would meet monthly during its first year, then quarterly thereafter. Its duties would include reviewing tourism strategies, budgets, and event plans, and it may also be asked to study specific topics at the request of the Council or Town Manager. The goal: Add public input and transparency to the Town’s tourism work.
Bringing a broader perspective to tourism activities—and spending
Creating a commission of residents ensures that the broader community has a voice in how tourism develops in Oro Valley. Residents are not tied to business interests and can bring independent judgment to issues like budget priorities, marketing approaches, and event sponsorships. Public meetings also give residents a way to follow and participate in discussions that shape the Town’s image and visitor experience. It’s a way to bring citizen oversight into an area that affects the entire community.
Tourism impacts you more than you think
Tourism may seem like something that happens in the background, but it affects traffic, events, how parks and facilities are used, the availability of facilities for resident use, and how the Town invests in marketing tourism. A resident-led advisory commission will make it easier for residents to stay informed, get involved, and help ensure that tourism serves the whole community—not just a few sectors. Whether you’re a business owner, community volunteer, or simply a resident who values Oro Valley’s character, this commission will be a way to make sure your voice is heard.
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Want to learn more? Oro Valley's Destination Marketing... A Year In... Still a Work In Progress
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Update: The council unanimously (6-0, Barrett absent) approved establishing the commission at the June 4 meeting.
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