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Oro Valley updates DMO: leisure travel study, new website, app metrics and budget allocations
Summary
Town staff briefed the council on progress establishing the Explore Oro Valley Destination Marketing Organization, a leisure travel study and marketing plans, including an app with 6,712 users, an Instagram account and a proposed website funded from a $410,000 allocation repurposed from a Visit Tucson agreement.
Community and Economic Development Director Paul Melcher and Explore Oro Valley Destination Marketing Manager Crystal Frank presented the council on March 19 with an update on the town’s new Destination Marketing Organization (DMO), the leisure travel study, marketing work and budget allocations to support resorts, events and a forthcoming website.
The town established the DMO after separating its agreement with Visit Tucson in 2024. Melcher said the DMO’s initial focus was prospecting group leads for resorts, but resorts resumed some ties with Visit Tucson, so staff shifted toward leisure travel research, stakeholder engagement and digital marketing. The DMO currently lists a growing stakeholder group of resorts, local venues and parks affiliates and has begun work on an RFP for a leisure travel study that Melcher estimated could take six to eight months to complete.
Crystal Frank…
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