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Oro Valley outlines plans for new destination marketing organization, website and leisure travel study
Summary
At its inaugural Tourism Advisory Commission meeting, Oro Valley staff described the town's transition to an independent destination marketing organization, budget items, vendor contracts and near-term projects including a new Explore Oro Valley website, a leisure travel plan and sports- and cycling-focused outreach.
Oro Valley staff told the town's new Tourism Advisory Commission that the town established its own destination marketing organization (DMO) in 2024 and is moving ahead with a leisure travel plan, a new visitor website and marketing systems to track and promote stays and events.
Crystal Frank, Oro Valley’s destination marketing manager, told commission members the DMO separated from Visit Tucson earlier this year and applied to the Arizona Office of Tourism to operate independently. “We are building a strategy that puts residents first while positioning Oro Valley as a destination that attracts the right visitors,” Frank said. She summarized work under way on a brand identity, an Explore Oro Valley website and a leisure travel plan being developed by CSL International.
The town began the transition in February 2024 and, Frank said, completed technical steps to operate as its own DMO in April. Staff purchased marketing and event platforms used to generate and track leads, including PlayEasy, Cvent and a Placer.ai…
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