Oro Valley Appoints First Members To Tourism Advisory Commission

Commission created in June 2025
In June 2025, the Town Council created the Tourism Advisory Commission (TAC) to advise on strategies that attract visitors, strengthen local businesses, and highlight Oro Valley’s cultural, recreational, and natural assets. 

Initial Five members appointed on August 15
The Council appointed five resident members with staggered terms to ensure continuity on the Commission. It also named Councilmember Mary Murphy as the council liaison. Murphy is excited about what this brings to the town’s destination marketing effort. “As a resident and now as a council member, I’ve seen the significant contributions our residents can make to our town. This commission will add experienced voices to guide how we attract visitors and generate revenue. With over thirty excellent applicants, we selected five outstanding members, and I’m excited to see the work begin in September. Commission activities will be transparent, and our meetings will be open to all.”

Meet the five experienced voices
Sasha Case — term through December 2028

A 14-year resident, Case has been active in arts and culture outreach: leading and training public art tour guides, restarting tours after COVID, and creating school “Pop-Up Arts” exhibits. She served on the Tohono Chul board (chair for three years), is involved with the Oro Valley Theatre Company, and brings an artist/educator/small-business background focused on promoting local cultural assets.

Malarie Puggioni — term through December 2028
Puggioni has destination-marketing experience as Marketing Manager for the Beverly Hills Conference & Visitors Bureau, where she managed integrated campaigns, agencies, events, and business outreach. Her work also includes roles with the Downtown Seattle Association and Chicanos Por La Causa in Tucson. She holds a B.A. in Political Science and is a five-year Oro Valley resident.

Mark Van Buren — term through December 2028
Van Buren brings 50+ years in hospitality, including 14 years as General Manager of the Tucson University Park Marriott, executive roles with national hotel management companies, and leadership of a $250M hotel project for Ameristar Casinos. Locally, he served on the Visit Tucson board and consulted with Marana on downtown development. He has lived in Oro Valley for 16 years.

Tony D’Angelo — term through December 2027
D’Angelo has 50 years in hospitality spanning hotel management, brand development, and consulting, including work on the Embassy Suites startup team. In Oro Valley, he has served as president of Friends of Pusch Ridge Golf, as an HOA vice president, and on the Oro Valley Theatre Company board. He is a 17-year resident and advocates for packaging the town’s existing tourism assets to support local revenue and businesses.

Christopher DeSimone — term through December 2027
DeSimone’s background covers hotel sales/marketing, tour development with Gray Line (including an award-winning tour), and work associated with Visit Tucson’s “Best 23 Miles of Mexican Food” branding. A longtime radio/podcast host, he is Vice President of Business Development for Live the Dream Media and has served on regional tourism and economic committees. He has lived in Oro Valley for 30 years.

First meeting is September 15
The commission's first meeting starts at 4pm on September 15. It will be held in the Hopi Room at town offices. They will be welcomed by Mayor Winfield and District 1 County Supervisor and chair of the Pima County Board of Supervisors Rex Scott. They will meet  monthly on the third week. The time and location will be the same.

Bits and Pieces

Oro Valley seeks public input on new taxes and fee increases

The Town of Oro Valley has launched a community engagement effort to gather resident input on proposals to broaden the town’s tax base and adjust several local fees. The proposed changes, which come from the Parks and Recreation Department, Stormwater Utility, and Finance Department, are aimed at helping the Town maintain essential services and infrastructure. Residents are invited to participate in three upcoming Zoom meetings in July, each focusing on different areas: parks and recreation fees, potential new general taxes (such as a commercial use tax, telecommunications tax, and commercial rental lease tax), and stormwater utility fees. The Town is combining these proposals into one public process to provide transparency and make it easier for residents to ask questions and provide feedback before a final decision is made by Council in October. (Source: Town of Oro Valley Media Release, June 16, 2025)

Free sandbags available for residents during monsoon season 

 Oro Valley is once again offering free, self-service sandbags to residents in preparation for monsoon season. Starting June 15 and continuing through September 30 (or while supplies last), residents can pick up sandbags daily from 6 a.m. to 10 p.m. at Naranja Park, just north of the park entrance on Naranja Drive. This service is designed to help property owners protect against storm runoff and potential flooding. Each household is limited to ten sandbags, and residents must bring their own shovels. Assistance is available by appointment for those who need help with bagging. For more information or to schedule help, contact the Stormwater Utility at 520-229-4850 or pw@orovalleyaz.gov. (Source: Town of Oro Valley Media Release, June 11, 2025)

Council approves fiscal 2026 Budget

Wednesda, the Oro Valley Town Council unanimously approved the fiscal 2026 budget. This follows their June 4 approval of the spending limit of $151.5 million for the year. The council approved the budget essentially as submitted by the town manager.

No pesticides or herbicides detected in Oro Valley’s water

Oro Valley’s latest water quality testing found no detectable levels of man-made pesticides or herbicides—known as synthetic organic compounds (SOCs)—in any of the wells sampled. This means the town remains in full compliance with Safe Drinking Water Act standards. Routine testing continues to show that these contaminants are not present in the community’s water supply.

Pusch Ridge Tennis Facility adding new shaded viewing area

Here’s something new for tennis fans: Construction is underway at the Pusch Ridge Tennis Facility to add two large shade structures, concrete pads, small bleachers, picnic benches, and artificial turf. The new space will offer a comfortable area for watching matches, taking a break, and hosting community gatherings. The project, located between the tennis pro shop and court #1, began on May 27 and is expected to be completed in July. This improvement aims to enhance the experience for both players and spectators, and it’s just in time for the busy summer season  (Source: This Week In Parks and Recreation, 6-19-25)

 “Locals Eat Local” Sticker Hunt Launches – A Fun Way to Discover 20 Local Restaurants

Most residents haven’t heard this yet: the Oro Valley Chamber’s “Locals Eat Local” sticker hunt, discussed by Chamber President Kristen Sharp at Wednesday's council meeting, is running all summer and features 20 participating restaurants. Diners pick up a map (at the Chamber office, library, or via the Explore Oro Valley app) and collect stickers—each restaurant has its own—while enjoying meals around town. Spend $20 or more at any five stops, and you can redeem either a custom Arizona‑shaped cutting board or a combined hat-and-tote prize from the Chamber It’s a tasty and engaging way to support local eateries—and even discover new favorites. Learn more and get started here: Explore the Locals Eat Local program.

Oro Valley Destination Marketing continues to show plenty of tourism activites, but few measurable results so far

The Town’s latest tourism update, presented to the Council Wednesday, continues to show lots of planning and outreach—meetings with resort managers, progress on a new leisure travel management plan, and work to recruit major events like pickleball tournaments and art festivals. Most of the headline events (like the women’s soccer and Fine Arts & Wine Festival) actually approached Oro Valley themselves. The team is learning from logistical challenges, such as parking at Naranja Park, and is hopeful that new branding, website upgrades, and event partnerships will eventually boost visitor numbers. For now, much of the work remains behind the scenes, with the impact still to be measured.

Updated: A Voice for Residents in Oro Valley’s Tourism Future

Council to consider creating a resident tourism advisory commission tonight night
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.

Stakeholder group in place and operating
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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Oro Valley's Destination Marketing... A Year In... Still a Work In Progress

Still getting started
It has been a year since the town took over responsibility for destination marketing, replacing the services provided by Visit Tucson. By canceling that contract with Visit Tucson, the town saved almost half a million dollars annually. What has been accomplished to date? Well, not much, in terms of their mission: though there are a number of things that have been done.

For one, the town hired a destination marketing manager, Crystal Franke. Last week, Franke and economic development director Paul Melcher discussed with the town council what they have been doing. Their report was requested by Town Council member Mary Murphy at the February strategic planning study session.

The unstated mission: Generate sales and bed tax revenues
There is no formal mission statement for the town’s destination marketing effort.  The fact that there is no formal statement is a problem that needs to be addressed. Here's our cut what we think it is: “Drive economic activity through tourism-related events and marketing efforts to increase the town’s sales and bed tax revenue."

To date effort is far short of accomplishment
When asked directly by Mayor Winfield about what they've accomplished, Melcher didn't have much to say except that, based on post-event surveys, he estimated that the Tucson Bicycle Classic generated about $183,000 in economic activity for the town. Multiply that by Oro Valley’s 2.5% sales tax, and that event generated a little over $4,500. Melcher did not report how many hotel room nights, if any, were directly attributable to this event.

...And long on things done
Instead of reporting concrete results, Melcher focused on things they had done. They launched the Explore OV app, created an Instagram account, sponsored a cycling event, organized public art tours, began a leisure travel study, continued monthly meetings with resorts, and planned a June familiarization tour for event planners. The town plans to hold this tour in June, despite Oro Valley’s high summer temperatures. (June is a poor time to invite event planners to Oro Valley — the extreme heat alone is enough to discourage visitors.)

Council questions spending...
Vice Mayor Melanie Barrett raised concern over the large website budget, thinking it excessive. Melcher responded that while the website cost is a one-time expense, there will be ongoing annual maintenance costs of up to $25,000, and the town is still deciding whether to handle this work internally or through outside contractors. Barrett noted: “To me, that seems like a lot of money to spend on a website… hopefully, if there’s that much in the budget for a website, it will be an incredible website.”

...Membership of a "stakeholder advisory group"

Barrett and Murphy asked why there were no residents included in the stakeholder group with whom Melcher has been working. He said that this group is considered an internal working group and not open to the public. It includes the two major resorts, some arts and cultural organizations, state and federal parks affiliates, and local venues. 

The two major resorts — the Hilton Tucson El Conquistador and Westward Look — were referenced indirectly during the presentation as part of the stakeholder group, but there was no specific discussion of their role, performance, or involvement beyond general mentions of resort support. These resorts are working on their own with Visit Tucson for their destination marketing.

Still more activities on the horizon
Looking ahead, steps include completing the leisure travel study within the next six to eight months, which will guide future marketing and venue improvement decisions. Development of a dedicated Explore Oro Valley tourism website will follow, timed to launch with the study’s completion. As mentioned, in June, the the town will host familiarization tours for event planners to showcase local venues and resorts. Additionally, the town will work with Discover Marana on regional tourism initiatives such as developing a joint five-year tourism strategy, and promoting outdoor events such as the Tucson Bicycle Classic, which began in Marana and finished in Oro Valley.  The goal is to position the region as a cycling destination and training hub, attracting professional teams and visitors looking for safe roads, good weather, and scenic routes.

Maybe someday these efforts might pay… maybe…
It clear that the town’s destination marketing effort is still in its early stages. While they have taken steps to set up tools like an app, a social media presence, and public art tours, concrete results — such as measurable increases in room bookings or significant economic impact tied directly to their efforts — have not yet happened. Much of what they have presented so far is groundwork, with key initiatives like the leisure travel study, website development, and formation of a tourism advisory board still in progress. Their plans appear to be long-term, with major outcomes likely years away rather than near-term. For now, the effort remains a work in progress.

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Residents Wary of Town's Travel and Leisure Study

Need to evaluate and plan a viable path ahead for the town's destination marketing efforts
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.

There are so many questions to be answered...questions that should have been answered before the town took on this reponsibility

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.

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Bits and Pieces

Celebrate the season opener at Pusch Ridge Golf

Come one come all for a day of fun and camaraderie at the Pusch Ridge Golf Tournament on October 24, honoring beloved groundskeeper Rick Messina. Whether you’re ready to golf in the morning or afternoon shotgun tournaments, or simply want to enjoy a Boston-inspired lunch with friends, this event has something for everyone. Sign up now to be part of this community gathering, enjoy exclusive Pro Shop discounts, and connect with fellow golf enthusiasts. Don’t miss out—register today! 

The Loop trail reopens early following levee improvements

The Loop trail along the Cañada del Oro Wash has reopened ahead of schedule after completion of the Pima County Regional Flood Control District’s levee augmentation project. This project, initiated after the 2020 Bighorn Fire, involved building new flood walls and removing sediment in key areas to improve flood protection and enhance safety. The improvements ensure compliance with FEMA regulations and provide a smoother path for trail users to enjoy. (Source: Oro Valley Media Release)

Get ahead of scams, teen driver safety, and community programs with OVPD​

The October Oro Valley Police Department 2024 CrimeFighter Newsletter dives into a new, unsettling email scam, offers crucial tips for National Teen Driver Safety Week, and explains how the Neighborhood Watch program strengthens community safety. The newsletter also presents the "OV Safe Return Program" for vulnerable individuals and provides answers to common legal questions about political signs and safe driving. If you're interested in staying informed about these topics and more, check out the full newsletter for practical advice and important updates from the Oro Valley Police Department!

Oro Valley destination marketing just getting started

It’s been three months since Oro Valley took over its destination marketing from Visit Tucson. The town appears the Town is just beginning to establish foundational steps. The town has joined Destinations International to enhance its destination marketing efforts and access key industry resources. The Town is planning in-person public art tours and has an upcoming meeting with a tour bus operator for logistics. It hosted two Leisure Travel Stakeholder Meetings to finalize a vision statement and ensure alignment on a new request for proposal (RFP). Additionally, the Town has responded to RFPs for various sports events, including the Tucson Bicycle Classic and OV Tri, scheduled from February to April 2025. (Source: Town Manager Wilkins October Report To Council)

Progress Report on Valley Vista subsidence issues 

"There are two sections of street being repaired. The first section, repairing some surface defects on Lauterbrunnen Lane is complete. Although this was repairing surface defects only, Pulte made the decision to conduct the robust repair being utilized at the subsidence zone. The more critical of the repairs, within the subsidence region of the intersection of Kalalau Drive and Romsdalen Road are currently underway and expected to be complete by mid-October." (Source: Town Manager Wilkins October Report To Council)

Tomorrow is "Second Saturday" 

Tomorrow, head to Steam Pump Ranch from  9am to 1pm for “Second Saturday,” featuring historical tours, live music, and the Oro Valley Farmers Market. 

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Ending Visit Tucson Destination Marketing Agreement Sends Town Staff Into Panic Mode

The town created a mess when it dismissed Visit Tucson

In March, Town Manager Wilkins announced that the town did not renew an agreement with Visit Tucson to, among other things, provide group marketing bookings/leads for the town's two resorts: Westward Look and The El Conquistador. This ended a twelve-plus year partnership.

Wilkins violated the open meeting law by "polling" the council. Then, without a formal council vote, he terminated the relationship via a letter. He never consulted the resorts in making the decision. The day after sending the letter he learned that the resorts would have no access to Visit Tucson's group booking services; thus forcing the town into panic mode to get into a business in which they have no expertise... replacing Visit Tucson's destination marketing activities. Faced with this mess, he had no choice to bring it to the council last week to get their funding approval to move forward with his plan.

The panic happened because Wilkins made the decision behind closed doors without thinking through the implications

We learned how all this happened when the situation was discussed by the council last week and motions voted upon, in an attempt of the town to "paint over the mess" Wilkins created.

In January and February, Wilkins violated the open meeting law

...by polling individual council members in one-on-one meetings on firing Visit Tucson. Supposedly, he reviewed staff analysis of Visit Tucson performance in relation to the town. He did this in response to a strategic plan item for a Visit Tucson return on investment analysis [see panel right]. He did this in individual sessions not open to the public. From these meetings, Wilkins concluded that the council wanted him to not renew Visit Tucson's contract.

In March, Wilkins sent the letter to Visit Tucson

He sent a letter to Visit Tucson informing them of the decision without considering the immediate impact on the two resorts.

Wilkins did so without understanding the impact on the two resorts

The next day, Wilkins learned that the two Oro Valley resorts would no longer be getting group booking services from Visit Tucson. Visit Tucson by-laws only allow resorts in jurisdictions that pay fees to Visit Tucson to be members and, therefore, avail themselves of Visit Tucson services. According to Oro Valley Development Director Paul Melcher, “When we terminated our agreement with Visit Tucson, [we learned that] there wasn't an automatic extension of membership to the two resorts. We found that out after we had presented the letter to Visit Tucson."

Panic ensued

Operating in panic mode, town staff cobbled together a plan to provide destination marketing services for the two resorts. According to Melcher: “We immediately went into the mode of what are we going to do for the first 30 days once we knew there might not be an opportunity for the resorts to be part of Visit Tucson. We recognized that they needed that group booking support.”

Last week, Wilkins asked the council to "paint over the mess"

Last week, staff met at the council meeting to present the Visit Tucson ROI analysis and their plan for the town to become a Destination Marketing Organization (DMO). At that time, Wilkins explained why he did not renew the Visit Tucson contract. Referring to the staff ROI analysis:

“So, those are the thoughts that we, uh, we reviewed with, uh, with council members. But if that’s really after that, uh, there really wasn't, uh, you're from the council, uh. You know we had, again, our contract was coming- the extension of the three months was coming forward-and there wasn't a council member said “You know what: Let's put on the agenda and renew and extend.”

Council vote: 6-1 in favor of the "paint job"

In the meeting, council voted 6-1 (Councilmember Solomon voted no) to ratify to no longer use Visit Tucson, to have the town proceed with becoming a DMO, and to implement the plan. This, despite the fact, as Solomon noted, that the town is not prepared to make this work:

“Everything we see here is on paper. We're already behind the game. We would have needed this to be in place and fully operational on the day that we left Visit Tucson and it wasn't and it isn't now. This is a wish list. There is nothing functioning here. There's no website. We don't have the expertise on staff. We don't have the experience and we don't have nearly the financial capability that Visit Tucson has.”

The whole thing is bizarre

The manner in which this is being handled is amateurish and places a significant revenue stream source of the resorts and the town in jeopardy. As Solomon noted: “If this goes wrong, what are the consequences: A third of the income to the Hilton and a good part to the Westwood look and a negative 11 million dollar economic impact to the town. This may be good a year from now. But it is not ready. It is short-sighted and it can cause irreparable harm to our community and our economy.”

So why would the Wilkins do this?
Is town staff incompetent? Or is there something we have not been told? Our gut tells us it's some of both.

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