The Oro Valley Town Council discussed a Leisure and Travel Study the town has undertaken. The discussion was one of many topics at the council's February strategic planning study session. The study is an attempt to develop an effective destination marketing strategy and program. The study is badly needed because the town is...
"Babes in the Woods" when it comes to destination marketing
The town took over destination marketing from Visit Tucson last March. It did so without a plan and without experience. Since then, the town hired a destination marketing manager, developed a mobile app, and launched digital marketing efforts (Source). However, results have been minimal regarding significant leads, leading the two resorts most affected by the change to rejoin Visit Tucson on their own. The town simply was not capable of or prepared to effectively engage in destination marketing. It should have done this study long before it made the change.
At the February meeting, council members:
- Expressed interest in understanding how the $522,000 previously allocated to Visit Tucson are currently being used before committing to additional tourism investments.
- Suggested that rather than increasing marketing efforts, the town should focus on evaluating existing programs to determine their effectiveness.
- Identified areas that could benefit from enhanced tourism investment like Steam Pump Ranch NS Sports Tourism
- Discussed upgrading recreational facilities to attract tournaments and large-scale events. Additionally, expanding arts and cultural programming was highlighted as a way to increase community engagement and strengthen Oro Valley’s identity as a destination for arts and outdoor experiences.
- Consider partnering with nearby communities that do not use Visit Tucson, such as Marana, Sahuarita, and Green Valley, to develop a regional tourism strategy... perhaps even engaging a shared tourism consultant
Town plans structured study process
Town has hired consultant CSL International to lead the study and established an internal steering committee, including
• Town Manager Jeff Wilkins
• Community and Economic Development Director Paul Melcher
• Destination Marketing Manager Crystal Franke
• Parks and Recreation Director Rosalyn Epting
• Tohono Chul Executive Director Jamie Maslyn Larson
• SAACA Executive Director Kate Marquez
But will that be enough? Some residents do not think so
Although there has been no public discussion of this study, some residents have expressed concern to regarding the study's focus, transparency, and execution. Some believe town staff may not fully understand the economic benefits of a well-structured tourism strategy...that they may not know what one is. The current Path Forward draft suggests increasing tourism to support resorts, hotels, and businesses, but critics argue that the true purpose of tourism should be to generate tax revenue for town services by attracting outside dollars into the local economy.
The cancellation of Visit Tucson without input from key stakeholders, particularly Oro Valley’s two world-class resorts, has also led to skepticism about the town’s ability to develop an effective tourism strategy internally. Group business, such as corporate meetings and events, generates far more tax revenue than leisure tourism, yet this is not reflected as a priority in the study.
Long timeline for completion
The study is expected to take six to eight months to complete, after which recommendations will be presented to the council. The first update is expected in April, which will provide a clearer picture of how the study aligns with Oro Valley’s long-term tourism strategy. At that time, concerned residents may have an opportunity to voice their thoughts on the process and its direction.
Town has hired consultant CSL International to lead the study and established an internal steering committee, including
• Town Manager Jeff Wilkins
• Community and Economic Development Director Paul Melcher
• Destination Marketing Manager Crystal Franke
• Parks and Recreation Director Rosalyn Epting
• Tohono Chul Executive Director Jamie Maslyn Larson
• SAACA Executive Director Kate Marquez
But will that be enough? Some residents do not think so
Although there has been no public discussion of this study, some residents have expressed concern to regarding the study's focus, transparency, and execution. Some believe town staff may not fully understand the economic benefits of a well-structured tourism strategy...that they may not know what one is. The current Path Forward draft suggests increasing tourism to support resorts, hotels, and businesses, but critics argue that the true purpose of tourism should be to generate tax revenue for town services by attracting outside dollars into the local economy.
The cancellation of Visit Tucson without input from key stakeholders, particularly Oro Valley’s two world-class resorts, has also led to skepticism about the town’s ability to develop an effective tourism strategy internally. Group business, such as corporate meetings and events, generates far more tax revenue than leisure tourism, yet this is not reflected as a priority in the study.
Long timeline for completion
The study is expected to take six to eight months to complete, after which recommendations will be presented to the council. The first update is expected in April, which will provide a clearer picture of how the study aligns with Oro Valley’s long-term tourism strategy. At that time, concerned residents may have an opportunity to voice their thoughts on the process and its direction.
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