Sedona Verde Valley

Increasing the value and importance of the river as a vital economic asset

  • Client: Walton Family Foundation’s Fresh Water Initiative, Local municipalities, Yavapai County, the State of Arizona, the U.S. Departments of Interior, Agriculture, and/or Transportation
  • Partners: The National Geographic Society Maps Division, Sedona Verde Valley Tourism Council
  • Project Duration: November 2014 – Present

Project Description

As one of Arizona’s last perennial rivers, the Verde River is one of the state’s most unique and threatened natural resources. Its watershed and riparian habitats are critical local ecology for human, animal, and plant life. To preserve and restore this valuable resource, Solimar International and the National Geographic Society Maps Division implemented a sustainable destination program in the Verde Valley region. As tourism is one of the largest industries in Arizona, it is imperative to grow the industry responsibly.

Major Activities

  • Designate and provide support to a Verde Valley Stewardship Council which serves as the local counterpart and oversee a number of program components. As proposed, the Friends of the Verde River Greenway (FVRG) assumes that role.
  • Develop a Vision, Strategy, and Action Plans for Sustainable Tourism Development to be achieved through participatory planning and broad-based public engagement.
  • Create a Destination Marketing and Branding Strategy.  This strategy is centered on sustainable tourism, river conservation, and the unique culture, nature and history of the region, in close collaboration with the Sedona Verde Valley Tourism Council (SVVTC).
  • Develop and help implement an SVVTC Organizational Strategy, Business Plan, and Funding Strategy for ongoing marketing and promotion.
  • Develop a National Geographic Society (NGS) Co-Branded Online Interactive MapGuide. The process to develop the mapguide serves as a catalyst for public engagement for tourism development and river conservation, help generate awareness of and interest in visits to the region, and create powerful tools for the promotion of the Verde Valley as a premier sustainable tourism destination.
  • Produce, for resale, a printed Destination Map of the Verde Valley that serves as an important promotional and informational tool for those less digitally inclined, and as a potential recurring revenue stream for ongoing destination marketing and conservation efforts.
  • Continue to inspire travelers to discover the the Sedona Verde Valley through publishing original, inspirational content regularly on SVVTC marketing channels

Results:

  • Increase the value and importance of the river as a vital economic asset
  • Engage the wider Verde Valley community in conservation and sustainable tourism development efforts
  • Raise awareness of and celebrate the river—and the local culture, wine, food, history, archeology, etc., that make Verde Valley a unique and interesting place
  • Attract visitors who will appreciate the unique “sense of place” and can make major contributions to the well being of the river and local residents through their spending on tourism services
  • Daily posts to the SVVTC Facebook page, one blog post per week, distribution of a newsletter to all traveler contacts each quarter and updating the SVVTC website homepage each quarter to reflect a quarterly editorial theme

 

 

Related Stories

Destination Discovery: The Verde River Valley of Arizona

By on July 1st, 2013

Verde Valley Our team recently headed to the southwestern United States to take a look at one of the region’s fastest growing tourism destinations. About an hour and a half drive north of Phoenix, the Verde River Valley of Arizona is home to a collection of communities with a rich art scene, fantastic local wines, […]

Read more

Southern Success Story: Effective Online Tourism Marketing of US Gulf Coast States

By on March 22nd, 2015

It is estimated that 84% of leisure travelers use the Internet for planning their trips. Knowing this, a creative and effective online tourism marketing strategy is essential for every tourism destination. The US Gulf Coast States (USGCS), more popularly known as the “Southern Crescent,” comprising of Louisiana, Mississippi, Alabama and Florida has actively sought to […]

Read more

How Tourism, Conservation, and Local Economies Can Work Together

By on May 23rd, 2013

I’m not a biologist, but my basic understanding of an ecosystem is an interconnected system of organisms that rely on one another to maintain their existence as they continuously transfer energy from one organism to another. It’s nature’s way of sustaining life.  But what does this have to do with tourism? Aside from our focus […]

Read more


“We rely confidently on Solimar's deep technical experience and professionalism as tourism consultants. You always are exceeding our expectations.”
Leila Calnan, Senior Manager, Tourism Services Cardno Emerging Markets

Contact us

  • Address

    641 S Street NW, Third Floor
    Washington, DC 20001
  • Phone

    (202) 518-6192