| ITEM #: 2. DATE: 01/12/2026 AI #:3010 |
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CITY COUNCIL ACTION REPORT
| SUBJECT: | UPDATE ON ECONOMIC DEVELOPMENT OFFICE OF TOURISM |
| STAFF PRESENTER(S): | Wendy Bridges, Economic Development Director |
Summary
Council to receive an update on the Economic Development Office of Tourism progress and seek guidance on proposed next steps. (Wendy Bridges, Economic Development Director)
FISCAL IMPACT
The fiscal impact will require budget approval through the Fiscal Year (FY) 2027 annual budget process for salary for a full-time non-exempt position, marketing and travel funds.
BACKGROUND AND PREVIOUS ACTIONS
As part of the FY2026 Strategic Plan item to evaluate a Sports and Tourism Strategy, Economic Development and Parks and Recreation presented short-and long-term tourism recommendations to Council at the June 16, 2025 Work Session. Council supported establishing an Office of Tourism within Economic Development and directed staff to begin implementing the identified short-term actions.
The Office of Tourism has been created and is currently supported by three staff members. Staff have conducted extensive stakeholder engagement with state tourism organizations, regional partners, and peer cities to align strategies and share best practices. The city hosted two Tourism Roundtable meetings on October 1, 2025, and January 7, 2026, with participation from local hotels, golf courses, The Wigwam Resort, and the City of Litchfield Park and plan to continue to meet on a quarterly basis.
Staff is collaborating with Digital Communications on the Visit Goodyear brand refresh, and the tourism website is on track for completion by the end of FY2026, with supporting social media and digital marketing efforts to follow. Staff is also coordinating with the Arizona Office of Tourism to relocate the regional Visitor Center from the West Valley Regional Chamber to Goodyear City Hall, with transition planning underway.
The Office of Tourism has been created and is currently supported by three staff members. Staff have conducted extensive stakeholder engagement with state tourism organizations, regional partners, and peer cities to align strategies and share best practices. The city hosted two Tourism Roundtable meetings on October 1, 2025, and January 7, 2026, with participation from local hotels, golf courses, The Wigwam Resort, and the City of Litchfield Park and plan to continue to meet on a quarterly basis.
Staff is collaborating with Digital Communications on the Visit Goodyear brand refresh, and the tourism website is on track for completion by the end of FY2026, with supporting social media and digital marketing efforts to follow. Staff is also coordinating with the Arizona Office of Tourism to relocate the regional Visitor Center from the West Valley Regional Chamber to Goodyear City Hall, with transition planning underway.
STAFF ANALYSIS
Staff analysis concludes that Goodyear is ready to transition from foundational work to a full destination marketing and management program. The next phase emphasizes dedicated leadership, a strengthened tourism identity, and targeted marketing to attract visitors. Central to this effort is hiring a Tourism Manager to provide strategic direction, oversee branding and campaigns, coordinate partnerships, and manage the city’s tourism initiatives as a cohesive, data-driven program. This role will ensure consistent industry outreach, expand Goodyear’s presence at tourism and economic development events, accelerate the Visit Goodyear brand launch, and serve as the primary liaison to hotels, attractions, and event organizers to drive proactive collaboration and timely responses to emerging opportunities.