LIFESTYLE
{ TOURISM } DEBBIE JOHNSON
Director Arizona Office of Tourism VisitArizona.com Johnson has been recognized as a leader in Arizona’s tourism industry for more than 20 years. As director of the Arizona Office of Tourism, she recognizes the critical role tourism plays in Arizona’s economic development and quality of life. Marketing Arizona to prospective visitors is more than just a job, it’s Johnson’s daily calling. Source of pride: “Being asked by Gov. Doug Ducey to lead our state’s tourism marketing agency is something I never imagined possible. It has been an incredible experience and I’m truly proud every single day to be part of the fantastic team here at the Arizona Office of Tourism.”
LORRAINE ZOMOK Manager Visit Glendale visitglendale.com
While overseeing Glendale’s tourism efforts, Zomok recognized the need for the 14 West Valley cities to obtain more tourism exposure. A coalition of West Valley partners was formed with the goal to build a CVB that would serve the region.
INDUSTRY OUTLOOK: “Our warm weather, magnificent natural beauty, treasured historical sites and urban and rural local appeal help make tourism the No. 1 export industry in Arizona. The latest Arizona Office of Tourism research reports that more than 43 million people visit annually. These visitors collectively spent $21.2 billion in the state. A new statewide focus on brand pillars including culinary, wellness, adventure and culture — along with increased efforts to reach international markets including Canada, Mexico, Germany, Britain, France and China — will continue to expand Arizona’s market share of these essential visitors. Arizona’s tourism programs are positioned to bring increased global visibility to all 15 counties statewide.”
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STEVE MOORE
President and CEO Visit Phoenix visitphoenix.com A 40-year veteran of the industry, Moore helped secure funding for the expansion of the Phoenix Convention Center and was inducted into the Arizona Tourism Hall of Fame in 2012. Toughest challenge: “The hijacking of our state’s brand during the SB 1070 saga, including the boycott of travel to Arizona. We responded by initiating mass fly-ins of customers so they could see the REAL Arizona for themselves. Our work with the Real Arizona Coalition influenced the National Council of La Raza ... to lift its boycott of our state, sending the signal that illegal immigration is not just an Arizona issue but a national one, and making it easier for us to get back to the business of booking conventions.”
KIM SABOW
President and CEO Arizona Lodging and Tourism Association azlta.com Sabow previously served as director of the Arizona-Mexico Commission, led international affairs for Gov. Doug Ducey, served as assistant vice president of state relations for the University of Arizona, and served in three previous gubernatorial administrations. Business advice: “Surround yourself with strong talent. Hire people smarter than you. Listen. Communicate. Take risks and don’t be afraid to make mistakes. Never stop learning. It’s OK not to have all of the answers. Focus on collaboration and modernization. Most of all, be authentic and do what you love.” Surprising fact: “I have a passion for sports. I grew up playing competitive tennis and went to college on a tennis scholarship.”
RACHEL SACCO
President and CEO Experience Scottsdale ExperienceScottsdale.com For 30 years, Sacco has played an integral role in Scottsdale’s tourism industry. She has been recognized for her contributions by being inducted into Scottsdale’s History Hall of Fame, Arizona State University College of Public Programs’ Alumni Chapter Hall of Fame and Arizona Governor’s Tourism Hall of Fame. Sacco serves on the U.S. Travel Association’s national board. Business advice: “A quote from Maya Angelou has always stuck will me: ‘People will forget what you said, people will forget what you did, but people will never forget how you made them feel.’ Wherever you are in your career or in your life, remember to cultivate your relationships sincerely.”