Council Scales Back Town's Tourism Master Plan

Council approves a modified plan
Last Wednesday, the Oro Valley Town Council approved a modified version of the Town’s Leisure Travel Destination Management Plan by a 6-1 vote. The approval excluded Section 5, “Big Ideas and Action Plans,” except for the Tohono Chul expansion concept. Council also added language stating that approving the plan does not authorize projects, capital spending, staffing increases, policy changes, or implementation actions without future council approval. In other words, any actions will have to come before council during a budget approval process.

What council "approved"
The plan is intended as a 10-year roadmap for leisure tourism in Oro Valley. It focuses on generating tourism tied to outdoor recreation, wellness, arts, culture, dining, sports, and community events , It does not focus on building business travel or convention activity. The plan recommends a regional events and festivals strategy to address summer seasonality, increasing sports tourism and evaluating additional sports facilities, activating Steam Pump Ranch as a cultural and culinary venue, creating themed visitor itineraries and trail guides, expanding boutique and wellness lodging options, and establishing resident tourism sentiment tracking and additional performance measures.

Staff presented economic scenarios

As part of its presentation, staff showed example first year scenarios for selected recommendations. A regional events and festivals strategy assumed 5,000 additional Tucson visitors spending $50 per day and 1,000 Phoenix visitors spending $100 per day, producing an estimated $325,000 in economic activity and about $4,000 in Town bed and sales taxes. A sports tourism example modeled a small regional market capture with visitors staying three days, producing an estimated $520,000 in economic activity and about $6,500 in Town taxes. Other examples included a Steam Pump Ranch strategy estimated at $150,000 in revenue activity and about $1,900 in Town taxes, and a culinary tourism scenario estimated at $400,000 in activity and about $10,000 in taxes.

Why this matters

The purpose of the Town’s tourism strategy is to attract additional visitors who spend money in Oro Valley, generating economic activity, supporting local businesses, and increasing Town tax revenues. As part of that effort, the Town recently reported estimated economic impacts of nine selected FY2025-26 tourism events. Staff discussed these at last week's Tourism Advisory Commission Meeting.  The events ranged from major events such as the Legendary Women’s Cup and Tucson Marathon to smaller festivals and community events. Together, staff estimated that these events generated $3 million to $4 million in economic activity. LOVE translated those figures into approximate Town revenue impacts using Oro Valley tax rates and also analyzed the reported hotel room activity tied to several events. See the above panel for those calculations, including estimated bed and sales tax impacts, and for an explanation of how the Town says tourism event impacts are calculated.

Process has been underway for months
The plan  cost the town $150,000.  It has gone through months of review involving staff, the Tourism Advisory Commission, and council discussions. Staff described the plan as a community-based framework shaped through research, stakeholder engagement, resident surveys, and tourism analysis intended to guide future tourism-related decisions.

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Guest View-Tony D'Angelo: Facts About Golf

Guest view: Facts about golf
I appreciate your post today regarding “pay to play.” There is no problem with a town subsidizing recreational amenities for its residents and to encourage economic activity from them. What we need to get past is this obsession with golf being some sort of bad thing for a community that enjoys the sport.

Resident survey shows interest
The statistically valid survey in 2020 documented that 20% of the residents value golf. That is significant when you compare it to the published national benchmark of 12%.

Early challenges noted
There is no question there were extraordinary costs in the early years after the purchase. The Town had no expertise in managing golf, we were in a recession, and the property had been neglected for years before the sale.

Rounds and revenue under Indigo
During the five plus years under Indigo Golf management, almost 583,000 rounds were played. When including revenues from the Overlook, the average round sold for $52.17. That is consistent with a municipal course.

Operating performance improved
After all operating expenses, the gross profit is $2.79 per round. Indigo’s first year showed a loss of $4.44 per round. Through February of this year, operations are generating $7.24 of gross profit per round. This reflects improved operating efficiency.

Capital investment explained
More than 80% of the capital spent was for the new irrigation systems on the 36 holes. Actual golf-related capital since the acquisition has been just over $11 million, not $25–30 million as has been suggested. The new system replaced a 40-year-old system and is expected to last decades while improving water use efficiency.

Capital treatment matters
Capital should be viewed as an investment and not as an operating expense. If capital is amortized over 30 years using a depreciation model, golf would be in the black by over $1.8 million during the Indigo period. The average allocation of a green fee to cover capital would be about $2.23, or roughly 4%.

Overall conclusion
This is a good example of how the Town confronted a challenge and is now managing it more effectively. Like any recreational business, there will be up and down cycles. The question is whether other pay-for-play amenities should be managed and marketed in ways that produce similar results.
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Tony D'Angelo is a long-time Oro Valley resident and President of the Friends of Pusch Ridge Golf. He is Chairman of the town's Tourism Advisory Commission. The content is an email sent to us. We have published it with his permission.

Council Lists Criteria as Oro Valley Weighs Tourism Strategy

Draft tourism plan reviewed by Town Council
The Oro Valley Town Council held a study session last week to review a draft Leisure Travel Destination Management Plan, a long-range strategy intended to guide how the Town approaches tourism over the next decade. Presented by consultant CSL International, the plan reflects earlier input from residents, stakeholders, the Tourism Advisory Commission (TAC), and Council members. The draft emphasizes leisure-based tourism (outdoor recreation, wellness, arts and culture, events, and culinary experiences) rather than business or convention travel. The plan frames tourism as a way to enhance resident quality of life rather than simply increase visitor volume.

Council sets criteria for what will be done
Much of the discussion centered not on the overall vision, but on how the plan’s recommendations would be prioritized, funded, and phased. Council Member Mary Murphy outlined three criteria she was using to evaluate the draft plan: Whether recommendations put residents first; whether the fiscal impact and long-term financial responsibility are clear; and whether there is accountability in what the Town is

being asked to do. Other Council members agreed with those criteria. Council Member Elizabeth Robb then added three additional considerations: The need for clear sequencing; whether the Town has the capacity and staff to carry out the recommendations; and whether proposed actions are sustainable over time. Together, these six criteria will likely shape future Council discussions about the plan.

Visit Tucson discussion clarified scope and intent
Council members also discussed why Oro Valley ended its formal relationship with Visit Tucson and what that decision means going forward.  That discussion was not about reopening the decision, but about making sure the draft plan is evaluated with a clear understanding of what Oro Valley does and does not intend to do going forward.

The discussion made clear that the Town does not intend to replicate Visit Tucson’s role or scale, particularly its convention, meetings, and large-group sales functions. Instead, Oro Valley’s approach is focused on smaller-scale, leisure-oriented tourism that aligns with the community’s character and existing assets. 

Council members emphasized that the plan is not about building a destination marketing organization comparable to Visit Tucson, but about developing a strategy tailored to Oro Valley’s size, priorities, and fiscal capacity.

Aspirational ideas are not near-term actions
The draft plan includes a set of longer-term “big ideas,” such as expanded cultural venues, enhanced event programming, and new destination-defining spaces. Council members emphasized that these concepts are aspirational and do not represent approved projects or commitments. Any such ideas would need to return to Council with detailed cost, feasibility, and operational information before moving forward.

TAC review reflected more caution than Council summary
Several of the concerns raised by the Tourism Advisory Commission (TAC) closely mirrored the evaluation criteria Council members said they were using during the study session. TAC reviewed the plan the previous week. The TAC comments on the draft plan was presented to Council as having been completed and incorporated into the materials, and that description was accurate as far as it went. 

However, the TAC’s January 26 discussion reflected a more mixed and cautionary review than was conveyed in the summary presented to Council. While commissioners offered technical and prioritization comments that were incorporated into the draft, several also said they were uncomfortable moving forward with the plan as written and questioned whether the Town is prepared to implement it at this time. Those commissioners raised concerns about staffing capacity, cost, and the pace of moving ahead following the Town’s decision to end its relationship with Visit Tucson. The commission did not vote to reject the plan and took no formal position, as its role is advisory, but the individual concerns expressed went beyond technical edits and were not fully reflected in the high-level summary presented to Council.

Next steps
Because the item was a study session, no action was taken. Staff will compile Council feedback and use it to revise the draft plan. Any future decisions related to funding, governance, or implementation will return to Council as separate agenda items.

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Oro Valley Town Tourism Commission Reviews Tourism Destination Plan...Key Questions Remain

Consultant’s study introduced at October 20 meeting
At its October 20 meeting, the Town’s Tourism Advisory Commission (TAC) reviewed the draft "Oro Valley Leisure Tourism Destination Management Plan". The 75 page report was prepared by CSL Consulting. This meeting was the first public briefing for the Commission and the first time most commissioners were briefed on its contents. The plan presents a proposed 10 year framework for developing Oro Valley’s leisure and tourism economy. It is a draft, not adopted policy.

A vision built around wellness, culture, and community appeal
The draft plan presents a vision of Oro Valley as a “vibrant desert destination” known for wellness, recreation, arts, and culture. It imagines a community where visitors enjoy the same experiences that residents value—beautiful landscapes, active lifestyles, and authentic local character. The plan emphasizes outdoor recreation, cycling, culinary experiences, and cultural programming as the core of Oro Valley’s identity. Rather than expanding tourism through large-scale commercial development, it seeks to grow visitation in ways that enhance community life and maintain the town’s distinctive setting and quality of life.

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CSL Consulting developed the draft plan through research, community engagement, and comparative analysis.
The firm began by reviewing Oro Valley’s existing tourism assets—its trails, parks, arts venues, events, and lodging—and by examining related town plans and policies. It then conducted interviews and workshops with Town staff, business and tourism representatives, and community organizations to understand current conditions and opportunities. Resident perspectives were collected through surveys and public input sessions. CSL compared Oro Valley with similar destination communities across the Southwest to identify practices that balance quality of life with tourism growth. 

The document is a vision... not a plan
The draft plan sets broad goals for positioning Oro Valley. It proposes twenty recommended actions. They segmented these actions into two groups: Short term “quick wins” and mid term strategic enhancements. [see panels]  The plan also introduces five long term “Big Ideas.” These include a performing arts center or amphitheater, an indoor recreation complex, a public market hall at Steam Pump Ranch, expansion of Tohono Chul, and a resident designed cultural showcase.

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Commissioner's seemed receptive 
In general, commissioners appeared receptive to the document's tourism vision but cautious about its lack of cost estimates, funding details, and clear implementation strategy.  

But skeptical
Commissioners raised a range of concerns and questions about the draft document. Several asked how the proposed “Big Ideas” would be funded and whether the consultant’s work with the Town had concluded or would continue, Others questioned how the plan’s twenty recommended actions would be prioritized and one member suggested that commissioners review the list individually to identify which were most important before the next meeting. Members also expressed interest in clarifying the Town’s role in future tourism governance and how partnerships with organizations like Visit Tucson or local nonprofits would function.

Commissioners given difficult task...
The document is a starting point for discussion about some, but perhaps not all, of the options for growing tourism in the town. The conversation is limited, however. The document does not include cost or benefit estimates for any recommended item. It also does not suggest how to measure results or define goals. As a result, there is no tangible basis for determining which items to pursue or when to pursue them.

Consequently, it will be difficult for any Commissioner to complete the assignment given to them by Economic Development Director Melcher: To come back with their top three to five priorities so that the Commission could look for areas of agreement and begin shaping recommendations to the Town.
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Oro Valley Pays $154,000 for Tourism Study—Here’s What It Says So Far

Town’s tourism advisory commission meets for first time and hears thoughts on major tourism study
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.

Study also presents some big ideas for the future
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. 

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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

Unusual fiscal year-end council meeting called to address funding gap for Naranja Drive path project 

The Oro Valley Town Council will hold a special Zoom meeting Monday—the very last day of the fiscal year—to consider an urgent funding amendment for the Naranja Drive Multi-Use Path project. The meeting addresses a $341,000 estimated project shortfall after construction bids came in higher than expected for the project. Council will decide whether to use leftover funds from other 2025 street projects to keep the Naranja path on track for a summer start and early 2026 completion. In order for these monies to be available for use in the next fiscal year, the leftover funds must be designated for multi-use path construction before the end of this fiscal year. Our guess is that the urgent meeting is needed so the funds can be designated for this use before the fiscal year closes.

Fourth of July festivities and new shade at the tennis courts

Oro Valley’s annual Fourth of July Celebration returns to James D. Kriegh Park on July 4, featuring live music, food trucks, a beer garden, family games, and fireworks, plus the town’s first-ever hot dog eating contest at 7:30 p.m. In addition, construction is underway on new shaded viewing and seating areas at the Pusch Ridge Tennis Facility, with completion expected in July—giving tennis players and spectators a cooler, more comfortable space for summer matches and community events.  Read even more about what is going on this this weeks's Town of Oro Valley "This Week In Parks and Rec”  bulletin. 

Interested in helping Oro Valley build its tourism base? Apply now for one of five seats on the new Tourism Advisory Commission

Oro Valley is launching a brand new Tourism Advisory Commission and is now accepting applications from residents who want to help shape the town’s future as a top destination for visitors. The five-member commission will advise the Town Council on everything from strategic marketing to special events, resort partnerships, and tourism budget priorities. If you have experience or a strong interest in hospitality, travel, marketing, or events—or just want to make a difference in how the town promotes itself—this is a great way to get involved. Members will serve three-year terms and the group will meet monthly for the first year, then quarterly after that. Applications are open now. Apply here or call by the Town Clerk’s Office at (520) 229-4700 for more information.  Read how all this came about in LOVE. 

 

Park painting project underway in Rancho Vistoso

Rancho Vistoso has started a summer-long painting project at Hohokam and Wildlife Ridge Parks, with crews repainting perimeter walls, restrooms, and ramadas to freshen up these popular community spaces. The work began June 9 and will continue through the season. Residents are encouraged to watch for “Wet Paint” signs and to avoid the areas being painted until the project is complete, helping ensure a safe and smooth update for everyone who uses the parks. (Source) 

Oro Valley Water: Smart water tips and a new bill payment portal now live

The latest Oro Valley Water Utility newsletter is packed with helpful updates for residents this summer. Most notably, the Town has rolled out a new online bill payment portal, making it easier than ever to manage your water account and pay bills securely from home. The newsletter also offers timely water-saving tips to help you conserve during the hottest months, including suggestions for efficient irrigation and reminders about monsoon season preparation. If you haven’t yet, be sure to check out the Water Utility website for more details and to explore the new portal—small changes can make a big difference for your bill and the community. (Source:  Town of Oro Valley "Behind The Meter) .

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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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