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Oro Valley unveils 'Explore Oro Valley' brand and new website, staff plans marketing push
Summary
The town showcased a new destination brand and development website designed to boost visitor discovery and aid local businesses; staff said it will be managed by the destination marketing manager, with an initial marketing allocation and a stakeholder rollout meeting planned for June 11.
Crystal, the town’s destination marketing manager, demonstrated a new destination identity and a development version of the Explore Oro Valley website at the May 18 Tourism Advisory Commission meeting, saying the brand is intended to reflect the town’s landscape and outdoor lifestyle and to serve as a central visual identity for marketing materials.
The presentation covered the primary and secondary logos, a color palette inspired by the Sonoran Desert, typography selected to reinforce an ‘outdoor‑forward’ tone, and a flexible design system for social, signage and sponsor graphics. "This primary mark is designed to serve as the central visual identity for the destination brand and will be the version most commonly used across major marketing materials and digital applications," Crystal said during the walkthrough.
Commissioners saw a live demo of the website’s homepage, interactive collections, itineraries and a trip‑planning tool intended to help visitors find things to do, plan stays and make direct bookings. Crystal said the site is fully responsive to mobile and tablet screens and that stakeholders will be able to submit events and update listings through a planned partner extranet and CRM. She described enhanced business listings that can include a primary logo and up to five images, and said the site was built to improve search discoverability.
Commissioners asked who will keep the site current and how to achieve community buy‑in. Crystal said content maintenance will fall to the destination marketing manager’s role and invited stakeholders to a June 11 meeting to demonstrate the site and encourage partners to provide content. One commissioner suggested using guest bloggers from the community and industry experts to broaden content without increasing staff workload; Crystal supported the idea as part of a broader content strategy.
Staff also described plans to contract with Tempest for digital marketing, search engine optimization and content creation to promote the new site. A staff member said the town has tentatively allocated $100,000 for initial marketing next year to support the launch and early promotion. The commission did not take any formal votes on the brand or website during the meeting.
The town plans to continue refining the site before public launch, to present stakeholder instructions at the June meeting and to proceed with an outreach program intended to encourage local businesses and partners to adopt and properly use the new brand.
