Flagstaff’s Economic Vitality Division celebrates a year of accomplishments.
From keynote speaker Evan Stern, oral historian and creator of the award-winning “Vanishing Postcards” podcast, to a live, two-minute peek of a new Theatrikos Theatre Company Route 66 production, a tribute to Angel Delgadillo, the legendary “Father of the Mother Road,” and the announcement of a June 6, 2026, celebration in historic downtown, the fast-paced presentation kept attendees engaged throughout.
“We can talk about all the great things this division is doing, especially the highlight, which I will say today is tourism,” said Economic Vitality Division Director Heidi Hansen.
Tourism is Flagstaff’s No. 1 economic sector, employing nearly 8,000 people, welcoming an estimated five million visitors and generating an annual economic impact of $565 million, according to the Discover Flagstaff FY 2025 Annual Report. The report notes that the 2% Bed, Board and Beverage (BBB) tax – collected from restaurants, bars, campgrounds, hotels/motels and short-term rentals – directly enhances the local quality of life and fuels a vibrant visitor experience.
Discover Flagstaff receives 30% of BBB revenue to promote the city through marketing, direct sales, media relations and concierge-level service at the Visitor Center. Tourism revenues also support parks and recreation, beautification, arts and sciences and economic development.
Attendees Surveyed
When stakeholders reserved their seats online, they were asked to complete a survey, and the meeting was built around their responses. “You said Discover Flagstaff needs to be front and center with key drivers to get folks here and create quality visits for our city,” said Discover Flagstaff Executive Director Trace Ward.
“And you said that responsible visitation is absolutely critical to mitigate tourism’s footprint because, of course, every industry has a footprint,” Ward added. “Today, you will see a reflection of your thoughts, sentiments and values in the work we’re presenting.”
Videos featuring tourism partners and other familiar faces – including a surprise Sasquatch cameo – punctuated the program with punchy, fast-paced snippets. “Sustainability is a core principle for the City of Flagstaff, and the team at Discover Flagstaff reflects this daily,” said Sustainability Manager Stephen Thompson in one of the videos. He highlighted the digital Flagstaff Trails Passport launched two years ago, listing more than 30 lesser-known trails to support sustainable recreation.
The video outlined Discover Flagstaff’s email campaigns, which reach more than 30,000 people monthly with messages on fire restrictions, trail etiquette, responsible snow play, Leave No Trace principles and more.
Chef John Connelly, owner of Salsa Brava, Fat Olives and Fat Bagels, appeared in another segment: “Throughout the year, the Discover Flagstaff media team has hosted over 55 journalists… When journalists and influencers publish or post about us, it brings third-party credibility to our destination, and people listen and respond.” He added that Phoenix Magazine recently named eight Flagstaff dishes among the state’s top 100 – “punching well above our weight for a city of our size.”
Economic Vitality Highlights Beyond Tourism
“We’re making a difference in the lives of our residents and visitors and creating a real economic impact. I think that’s pretty epic,” said Hansen. In addition to Discover Flagstaff, the Economic Vitality Division includes the Flagstaff Airport, the Flagstaff City-Coconino County Public Library and the Community Investment Section (Economic Development, Arts and Sciences, Beautification and Parking).
The airport recorded its fourth-highest passenger count ever, with 79,081 travelers. American Airlines posted 1,579 on-time departures and just eight cancelations. A new grab-and-go area and express visitor center now offer coffee, souvenirs, directions and even beer or wine.
Community Investment initiatives this year included support for the Green Business Boot Camp, helping local leaders incorporate sustainable practices in energy, water, waste and transportation. The team also released a Small Business Credit Incentives Guide outlining tax credits, workforce training support and other financial tools. Additional collaboration among city and county economic development, Northern Arizona University’s Early Learning and Development Center and United Way of Northern Arizona aims to address one of the region’s most pressing workforce challenges: access to reliable childcare.
In addition to books and digital materials, the Flagstaff City-Coconino County Public Library now lends practical tools such as kitchen appliances, tool kits and even disc golf sets for outdoor recreation.
2025 Impact Awards
An anticipated element of the annual meeting is the presentation of the Impact Awards, recognizing achievements in sustainability, attractions, accommodations and business partnership. This year’s winners were:
- The Weatherford Hotel (Hotel/Accommodations)
- Lumberyard Brewery (Restaurant/Bar)
- Lowell Observatory (Attractions/Festivals/Events)
- High Country Motor Lodge (Sustainable Business)
- Angel and Vilma Delgadillo (Lifetime Achievement Award for Cultural Attraction Preservation)
- Katalyst Space Technologies (Business Partner of the Year)
Even as Discover Flagstaff awarded achievements to others, the organization was also recognized on the national stage. Discover Flagstaff recently earned national recognition from Travel Weekly, taking home two prestigious Magellan Awards for its innovative marketing initiatives. The bureau received a Gold Award for the Leaf-ometer and Snow-ometer seasonal campaigns and a Silver Award for its Flagstaff Astrotourism campaign. FBN
By Stacey Wittig, FBN
Stacey Wittig is a freelance journalist who writes from her home near Flagstaff. Read more about Flagstaff tourism at Unstoppablestaceytravel.com.
Photo by Stacey Wittig: Discover Flagstaff team members Ralph Schmid, Ryan Randazzo, Jennifer Schaber, Meg Roederer, Trace Ward, Carrie Nelson, Sabrina Beard, Izabel Madaleno, Jessica Young and Candace Schipper shared the year’s highlights from the airport to the library, noting achievements in economic development and vitality.
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