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Explore Oro Valley DMO reports quarter of outreach, marketing and event lead activity
Summary
The town's destination marketing team reported growth in the Explore Oro Valley app, several upcoming events expected to drive overnight stays, and sponsorship-driven economic impacts from events; the DMO reported about 10,000 app users and approximately $2.8 million in estimated economic impact from sponsorships.
Staff from the town's destination marketing organization (DMO) delivered a quarterly report on June 18 describing marketing, stakeholder outreach and sponsorship activity intended to boost visitor spending and overnight stays.
Community and Economic Development Director Paul Melcher and Destination Marketing Manager Crystal Frank briefed council on operations, resort outreach, and sponsorship support. They said the DMO completed more than 1,000 resident survey responses used to inform a leisure travel management plan (about 60% complete) and that a visioning meeting is planned for September.
Crystal Frank reported digital engagement gains: the town's ExploreOroValley app grew by about 4,500 users since the previous report and exceeded 10,000 total users; the "Locals Eat Local" summer sticker campaign produced more than 241 QR-code scans as of a Monday update and 26 winners to date. Frank listed three new events expected to drive overnight stays: Picklelicious Jingle Jam (pickleball tournament), the Legendary Cup (women's soccer tournament in December at Naranja Park) and the Oro Valley Fine Arts and Wine Festival (Feb. 28–Mar. 1). The DMO is pursuing sports leads through PlayEasy and seeking an Arizona Office of Tourism rural co-op marketing grant.
Melcher summarized sponsorship results used to promote events: the DMO estimated the sponsorship program generated over 5,000 room nights, about $2.8 million in economic impact, and 938,000 impressions or email connections from sponsored events including Project Echelon, Tucson Bicycle Classic and the Oro Valley Duathlon/Triathlon.
Ending: Staff said the DMO will finalize a new visual identity and website vendor and continue stakeholder outreach with resorts and event organizers to drive occupancy and visitor spending.
