Last week, the newly formed Oro Valley Tourism Advisory Commission held its first meeting. In addition to welcoming members, the session included a briefing on a major study the Town commissioned earlier this year. That study, conducted by CSL International at a cost of $154,000 plus expenses, analyzed Oro Valley’s tourism strengths, challenges, and opportunities. The study’s purpose is to lay the foundation for Oro Valley’s first long-range, resident-focused tourism strategy — balancing achievable steps with transformational opportunities.
Study identifies natural beauty, wellness, and recreation as key strengths
The consultant's report highlights both strengths and challenges. On the plus side, Oro Valley offers natural beauty, a strong wellness culture, and access to outdoor recreation like Catalina State Park and The Loop. The consultants noted that the Town’s resorts are important anchors, but tourism has been underdeveloped, with little coordination, limited dining and retail options, and few large-scale events. CSL suggested improvements ranging from activating Steam Pump Ranch with more cultural programming to developing a cohesive culinary scene and expanding lodging choices.
Alongside a list of recommendations, CSL also floated “Big Ideas.” These include creating a performing arts venue, reimagining the Oro Valley Marketplace into a cultural hub, expanding Tohono Chul, and even exploring concepts like a desert discovery center or stargazing park. These ideas are longer-term and would require major investment, but the consultants believe they could set Oro Valley apart in Southern Arizona’s competitive tourism market.
Commissioners not that the study does not show how ideas translate to bottom-line results
At last week’s Tourism Advisory Commission meeting, two commissioners shared what they took away from the closed visioning session. They said the consultant’s presentation was wide-ranging—“like a shotgun of every tourism idea you’ve ever seen”—and that the challenge now is to narrow it down to what is realistic and affordable. They also emphasized the need for more measurable outcomes. One commissioner noted that while “all the ideas sound great,” the missing piece was a clear explanation of how they would benefit Oro Valley financially.
Town staff floats that concept of Oro Valley could be a "safe base camp" for visitors to use to explore the region
Another concept discussed at the Commission meeting was the idea of Oro Valley as a “safe base camp” or “hub and spoke” for the region. The thought is that visitors could stay in Oro Valley, enjoy its amenities and tranquility, and then branch out to explore nearby and regional attraction. This may be a way for Oro Valley to benefit from regional tourism while highlighting its own appeal as a welcoming, safe and restful place to stay.
Commissioners and study question an Oro Valley sports tourism strategy
Sports tourism was another topic discussed discussed at the meeting. The idea of using sports facilities to draw tourism was first championed by former Mayor Hiremath years ago. The concept has never taken shape to any large extent. There may be a good reason for that. According to the CSL report, Oro Valley alone may not have the scale for major tournaments. Regional cooperation may be needed to provide scale of facilities. Some commissioners found this guidance confusing, asking whether the Town should think regionally or focus on what it can do locally. Town Economic Development Director Paul Melcher speaking at the meeting noted: "Speaking with the consultant after the fact, one of the elements that we want to include more information is sports tourism. It's much easier to quantify what it takes to get an attractive sports tourism opportunities in those investments than it is for some of the other elements."
Next steps in defining tourism identity
For now, the study is only a first step. CSL will continue refining its recommendations, and Town leaders and residents will need to decide which priorities to pursue. What is clear is that Oro Valley is at a crossroads in how it presents itself to visitors.
At last week’s Tourism Advisory Commission meeting, two commissioners shared what they took away from the closed visioning session. They said the consultant’s presentation was wide-ranging—“like a shotgun of every tourism idea you’ve ever seen”—and that the challenge now is to narrow it down to what is realistic and affordable. They also emphasized the need for more measurable outcomes. One commissioner noted that while “all the ideas sound great,” the missing piece was a clear explanation of how they would benefit Oro Valley financially.
Town staff floats that concept of Oro Valley could be a "safe base camp" for visitors to use to explore the region
Another concept discussed at the Commission meeting was the idea of Oro Valley as a “safe base camp” or “hub and spoke” for the region. The thought is that visitors could stay in Oro Valley, enjoy its amenities and tranquility, and then branch out to explore nearby and regional attraction. This may be a way for Oro Valley to benefit from regional tourism while highlighting its own appeal as a welcoming, safe and restful place to stay.
Commissioners and study question an Oro Valley sports tourism strategy
Sports tourism was another topic discussed discussed at the meeting. The idea of using sports facilities to draw tourism was first championed by former Mayor Hiremath years ago. The concept has never taken shape to any large extent. There may be a good reason for that. According to the CSL report, Oro Valley alone may not have the scale for major tournaments. Regional cooperation may be needed to provide scale of facilities. Some commissioners found this guidance confusing, asking whether the Town should think regionally or focus on what it can do locally. Town Economic Development Director Paul Melcher speaking at the meeting noted: "Speaking with the consultant after the fact, one of the elements that we want to include more information is sports tourism. It's much easier to quantify what it takes to get an attractive sports tourism opportunities in those investments than it is for some of the other elements."
Next steps in defining tourism identity
For now, the study is only a first step. CSL will continue refining its recommendations, and Town leaders and residents will need to decide which priorities to pursue. What is clear is that Oro Valley is at a crossroads in how it presents itself to visitors.
- - -
