Oro Valley — Consultants for the Town of Oro Valley presented a draft leisure travel destination management plan on Oct. 20 that lists 20 recommended actions to grow tourism while prioritizing resident quality of life and offered five longer-term "big ideas" for further study.

"The objective of this project is to define a clear vision for your future," said Richard Cutting Miller, vice president of tourism strategy for Convention Sports Leisure International, who led the presentation to the Tourism Advisory Commission. He said research for the plan included stakeholder interviews, surveys of residents and prior visitors, and a familiarization tour of local assets.

The recommendations range from short-term, low-cost items — such as developing a coordinated events and festival strategy and unified visitor guides and trail maps — to infrastructure and marketing measures, like a cohesive culinary tourism strategy, bilingual and ADA-accessible maps, and targeted campaigns to position Oro Valley as a wellness, cycling and active-recreation destination. Miller also proposed two governance options for tourism leadership: (A) a town-managed tourism leadership structure under the Tourism Advisory Commission with dedicated Explore Oro Valley staff, or (B) an independent nonprofit (a 501(c)(3))-style organization with a board and dedicated staff.

Miller outlined five "big ideas" for longer-term consideration: a performing arts venue or amphitheater; a state-of-the-art indoor recreation and events center; expansion of Tohono Chul Botanical Garden programming or footprint; a Steampunk Ranch market hall modeled on year-round artisan market halls; and a resident-designed annual cultural festival. Each recommendation in the draft includes suggested timing, roles and responsibilities, key performance indicators, and high-level cost considerations, Miller said.

Commissioners discussed priorities and feasibility. Several members emphasized "small steps" and low-cost pilots: vice chair Sasha Case and others urged focusing on arts, cultural assets and incremental activation of existing sites. Commissioner Mark Van Buren noted sports and niche markets such as birding as attainable early wins. Commissioner Mallory Puigione asked why expanded lodging was scheduled later in the timeline; Miller said the plan provides a flexible phasing and that private investment could alter the schedule.

Paul Melcher, town staff, said the commission was already working on many foundational items in the list and that the big ideas were offered for discussion rather than immediate adoption. No formal votes were taken; staff and the commission will use the draft to form final recommendations for the town council and to inform implementation priorities.

Miller said the plan and the visioning workshop materials will be finalized in a report that includes implementation roadmaps, KPIs and timing for near-, mid- and long-term actions.