Explore Oro Valley expands app, website and sports events outreach to boost hotel stays
November 05, 2025 | Oro Valley, Pima County, Arizona
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"The app has become an effective stand in for our future website giving visitors and residents a central place to find and discover what's happening in Oro Valley," said Camille Frank, tourism staff member who presented the update to council. She said the DMO is building a standalone website and a CRM to let event hosts and businesses upload listings directly and to allow staff to measure room‑night impacts from events.
Staff described recent and planned events that support hotels and local businesses, including the first‑time Legendary Cup women’s soccer tournament in December (about 40 teams and roughly 500 players reported in early registration), Picklelicious Pickleball Jingle Jam (a three‑year contract to grow a pickleball tournament), and returning wine and food events. Staff said early reporting shows events such as Legendary Cup and the Tucson Bicycle Classic are producing hotel stays.
The tourism update noted partnerships that will broaden reach, including a December campaign with Tucson Airport Authority to promote direct flights and ground connections. Staff said they are using software (PlayEasy) to pursue sports leads and will use a new CRM to better track leads, bids and event outcomes.
Council members asked about paid social promotions and geo‑tracking visitors; staff said boosted digital advertising is planned once the website can receive traffic and that Place‑based analytics and app data can help show where visitors originate. The tourism team said measuring direct booked room nights is a top priority as they scale up the DMO.
What happens next: staff will finish the site and CRM, continue to pursue sports and leisure events, and report back with room‑night and economic impact metrics as the platforms come online.
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