For now, Oro Valley dissolves tourism panel | News

In the aftermath of resignations from four of its five members, Oro Valley’s fledgling tourism advisory commission has been formally dissolved by the town council.

In its unanimous, 7-0 vote Sept. 2, the town council asked staff to assume full responsibility for implementing, monitoring, and evaluating the town’s newly approved leisure travel management plan.

Council requested quarterly progress reports. And it asked staff “to bring any significant policy changes or proposed changes in tourism strategy to the council for consideration and direction,” according to the motion made by Mayor Joe Winfield.

The tourism advisory commission was formed just over a year ago to guide creation of that leisure travel management plan, and to help Oro Valley create the digital platform for Explore Oro Valley, the town’s new destination marketing organization. Oro Valley created its own DMO after it ended financial support for Visit Tucson, the region’s DMO, in 2024.

Earlier this year, the $154,000, 155-page leisure travel management plan was adopted, with changes, by the town council. And the $175,000 tourism platform was launched. Outside consultants completed both projects.

In August, tourism advisory commission Chair Tony D’Angelo and members Sasha Case, Chris DiSimone, and Mark Van Buren resigned their seats, each citing frustration, dismay, a sense their input was not regarded, and discouragement with their experiences stretching back over a year.

Given the resignations, and the impending seating of a new mayor and three new council members in November, “I believe the circumstances surrounding the tourism advisory commission require a broader discussion about the commission in its present form,” Winfield said.

When the town council established the advisory commission, “we did so with good intentions,” Winfield said. “The purpose was to bring knowledgeable residents together to advise the council on tourism and hospitality matters, and to provide input on the town’s tourism management plans under development at that time.”

He gave his appreciation to those who served — Malarie Puggioni was the lone remaining commissioner — and thanked the group for “the time and effort they contributed.

“However, we’re now in a different position,” Winfield said. “We’re only a few months away from a significant transition on the town council. Refilling four positions would mean appointing an essentially new commission to multiyear terms immediately before that transition of the new council.” He called dissolution of the commission “the prudent course.”

Along with the resignations, Oro Valley lost its first DMO manager, Crystal Franke, who left the position in June. Kevin “Addy” Coleman, who most recently worked as a vice president of destination strategy at the Tucson-based marketing company Madden Media, was named to the position in July.

“My focus is on building up a new destination marketing organization, growing awareness of the town’s unique tourism assets, and driving increased visitation and revenue to support the local economy through strategic marketing initiatives,” Coleman wrote on LinkedIn.

Dissolution of the commission “certainly does not mean tourism is less important to Oro Valley, nor does it mean a tourism advisory board could not be established in the future,” Winfield said. “It simply provides time for our new staff member to begin implementing the new leisure travel plan; for the new council to establish its priorities; and for the council and staff to evaluate what type of advisory structure, if any, would be most effective going forward.

“I view this as an opportunity to reset, to learn from our experience, and allow the next council to determine the best way to engage our tourism and hospitality community,” Winfield concluded.

When Councilmember Mary Murphy took office nearly two years ago, she learned the town had hired a firm to create the leisure travel management plan, and had assembled a strategic planning group to guide tourism efforts.

“I thought that was a great idea, so I started asking some questions,” Murphy said at the Sept. 2 council meeting.

She learned that “not only was council not allowed to attend those meetings about tourism, and the travel management plan, but the public wasn’t allowed to attend. I was told ‘no, these are not public meetings’.”

Murphy asked staff about membership on the strategic planning group. “‘Is it made up of residents?’,” she asked. “We all value our residents being involved in these boards and commissions. I was told ‘no,’ it’s more like local businesses.” 

Seeing “where we were headed,” Murphy supported formation of a commission, composed of community residents, “to help guide us with the travel leisure plan. I would like to thank the commissioners for their last year of work. With their invaluable work, we got there.”

Murphy said that, “if at some point down the road, if we need more resident input, we can always talk about bringing that back.”