Paradise Valley Business Update

A town like no other in the Greater Phoenix metropolitan area, Paradise Valley is sixteen square miles that is home to over twelve resorts, five golf courses, and three spas. These amenities make Paradise Valley a town whose income is very much focused on tourism and tourist revenue.

With gas prices and airline ticket prices on the rise, Paradise Valley is an area directly affected by tourist and consumer dollars. While many hotels and tourist related businesses are feeling the pinch of the economy, others say business is as good as ever.

Deborah Gallow of Pucci Salon and Day Spa states that she has noticed the economy affecting her business. “Yes, the economy has affected us just like the rest of the world,” said Gallow. “We have discounts of products, discounts of services… anything to get people in.”

Mike Magnera of Stonecreek Golf Club says his business has also felt the sting of the economy. Magnera says that while the number of golf rounds being played are up, out of town visitors are more infrequent. “Participation is down about 10% for events,” Magnera said. “Pre-bookings for the events we host here at the club and across the Valley are down as well.”

Stonecreek Golf Club, like many other businesses, has started offering incentives to lure in more local dollars. Some of which include free lunch, free cart rental, and lowered green fees.

While most in Paradise Valley might be seeing less business, Colin Williams of the Smoketree Resort says business is good. “We’ve got lots of reservations on the books,” Williams said. “We are not a Hilton or a Marriott but we’re doing really, really well.”

Williams credits his success to relationships and developing lifetime visitors. Smoketree Resort is a family owned business that has been in Paradise Valley for over forty years. Williams also says room rates are about half of other luxury resorts in the area. “I feel like we’re bucking the local trend,” Williams said. “We’re a small fish in the big Paradise Valley pond.”

The Paradise Valley town council seems to be planning for a comeback. The Council just approved to building of a $1.5 billion Ritz-Carlton luxury resort and residential community. The first of its kind anywhere, the project is banking on Paradise Valley’s large tourist draw.

Regardless of whether you are talking to a struggling business or a succeeding one, the mood is hopeful. “We’re feeling strong,” Williams said. “I’m feeling really good.”

Story Written By:
Ian Rogers – Student At ASU
Walter Cronkite School Of Journalism

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