Arizona’s smallest town geographically is Tusayan, at the south rim of the Grand Canyon. Since being incorporated four years ago, some in the town leadership have been working to change the culture of the municipality, which borders one of the world’s seven natural wonders. The most recent effort is changing the town’s name to reflect its grand affiliation.
Mayor Greg Bryan said, “Show me a business with the name Tusayan in it,” pointing out the fact that business owners prefer to associate with the words grand or Grand Canyon. “It signifies the value and importance of that relationship and from a business point of view, in the marketplace, you want to make it as easy as possible for the consumer to find you, with the fewest possible steps,” added Bryan. He believes changing the town’s name could improve economic vitality and the quality of life for residents.
Kim Nichol is not 100 percent sure about changing Tusayan’s name to Grand Canyon South or the Town of Grand Canyon, but she thinks it is probably a good idea. The manager of RP Stage Stop, which sells food, coffee and gifts just south of the national park, says she is aware of tourists’ confusion. “I have heard of hoteliers getting calls from people who think they are reaching a Tucson hotel,” said Nichol. One of her ideas is choosing a hyphenated name like Tusayan-Grand Canyon South.
Many people have opinions on changing the town’s name, but if the process moves forward, it will be Tusayan’s fewer than 600 residents who are the deciders. “Based on state statutes, it [a name change] will require a petition that will need to be signed by a majority of the registered voters in Tusayan. It will not be a decision made by the town council,” explained Mayor Bryan, who said there is a process at the county level as well.
Some people have suggested a name change could be on the upcoming August ballot, but that is not likely, says Freda Rahnenfuehrer, Grand Canyon Chamber and Visitors Bureau president. She tells Flagstaff Business News that investigating a name change through a series of town hall meetings would take time. “Everything moves slowly at Grand Canyon,” said Rahnenfuehrer, who works as sales and marketing manager at Best Western Grand Canyon Squire Inn. “Residents want to make informed decisions and are not in a hurry,” she added. Like many people who enjoy the landscape around the Grand Canyon, Rahnenfuehrer will not be able to vote on a name change because she lives south of town.
Changing Tusayan’s name is one small part of envisioning a rock solid community, says Mayor Bryan. As an affordable housing advocate, he says there are just seven private homes in town and everyone else lives in company housing. “We have different companies, but if you lose your job, you lose your house. And I think that doesn’t build a sense of community for the long term and so when I look to the future of Tusayan, it is building a community of residents not employees.” Bryan wants the town to evolve to the kind of place where people can have roots and raise their families with confidence, as opposed to living in fear of a disagreement with their managers.
Now that spring is here, a name change is just one thing on the minds of residents. Some weekends have already seen Tusayan’s lodging at capacity as the tourism season ramps up. And many locals are watching with interest as the Italian company, Stilo, works to move forward on its large-scale, controversial development near the Grand Canyon National Park South Rim entrance.
Mayor Bryan is taking all these things seriously. “If you are going to lead, you need to lead, and people elected me to be part of the leadership team,” he said, talking about Tusayan’s future. “We need to set a strong foundation for a town that has some significantly great potential and we think the quality of life here can continue to improve and we can draw the energy and the resources and magic of the Grand Canyon into our lives.” FBN
By Theresa Bierer
Flagstaff Business News