TSA wraps up spring semester with meaningful trip
'Destination Innovation—Reimagining Place' was the 2023-2024 theme for the Tourism Student Association (TSA) at ASU. During a meaningful trip April 12-14, 2024, 31 members of TSA headed north to further explore this theme by studying dark, historical, nature-based and wine tourism as they relate to community development in the cities of Cottonwood and Jerome.
The group was greeted by Tom Pitts, long-time community developer and co-creator of the Verde Valley Wine Consortium, for a walking tour of a now-charming Main Street in Old Town Cottonwood — once condemned and abandoned until community governmental and local business investors collaborated on a plan for revitalization via wine, historical and nature-based tourism.
Next up was a stop at Vino Zona, a tasting room and local artists' gallery owned by entrepreneur and Jerome Chamber of Commerce President Ginger Mackenzie. Mackenzie gave the group a lively lesson in wine tasting and shared her unique business model including showcasing local winemakers too small to have their own storefronts. The group was then warmly greeted by Tricia Lewis, Tourism, Economic Development Director & Public Information Officer for the City of Cottonwood, and Heather Herman, CEO of Front Burner Media. They helped students understand the joys and challenges of managing tourism in a destination, and the efforts they have made together to craft a resonant message to visitors about Cottonwood's unique position in the Verde Valley market among neighboring cities like Sedona, Prescott and Camp Verde.
On Day Two students were treated to a behind-the-scenes tour of the newly opened Caduceus/Merkin Hilltop Winery and Trattoria in Cottonwood, owned by Maynard James Keenan — lead singer for multiple bands including Tool — who has been living in and investing in the area for over two decades. Wine expert Evan Rothrock provided a comprehensive look at all facets of wine production there, from vine to table, and students visited parts of the operation not accessible to the public. Pitts shared compelling data about the impacts of wine tourism on the region with decade growth rates related to wine production and visitorship in the 400%++ range.
Students proceeded to the hilltop town of Jerome for lunch at the popular tourist attraction The Haunted Hamburger and a meeting with a member of a family of local hospitality entrepreneurs, Nicole Jurisin of The Haunted Group. She shared about her family's many local investments including anchor hospitality businesses such as Pizzeria Bocce and the newly opened Clinkscale Hotel, Bar & Grill. She also detailed how each one involved risk, the preservation of historic buildings, and a focus on community prosperity and quality employment. This was followed by a walking tour of Jerome with MaryBeth Barr, president of the Jerome Historical Society, who showcased how the organization bought up buildings slated for demolition for pennies on the dollar and in essence saved the legacy of Jerome. She pointed out a variety of important structures and geological features. Barr traced the impacts of tourism on locals over time and spoke to students about the pros and cons of being famous for dark tourism. She concluded with salient advice about the importance of balance and community connectedness for tourism to work for the benefit of locals and visitors. Later in the day students explored Jerome on their own and then attended a wild and entertaining evening at Blazin' M Ranch, a family farm saved by the idea to create an interactive, rural "Old Timey Frontier" experience and musical review for guests that really took off. Students enjoyed delicious food, live music and even an audience proposal! This experience touched off a variety of discussions about how culture is portrayed in tourism and even included a ghost horse terrorizing the building (more dark tourism!).
On their final day, students assembled at Dead Horse Ranch State Park with Isaac Dudley of Friends of the Verde River, a conservation-oriented nonprofit organization, along with Rangers Emily Beuche and Michael Ratliffe. After a session discussing the impact of tourism and recreation on the Verder River and projects involving river-friendly hospitality, a walk-and-talk to discuss topics such as invasive species, leave-no-trace principles, and balancing local and tourist use of resources, took place. Under a cool spring sun and bright blue sky, the members of TSA enjoyed an old-fashioned picnic next to the river and deep discussions about all that they learned.