Marketing the Moment: A Panel on Tourism, Events & Destination Branding

Phoenix comes alive during peak seasons, especially in the spring when major events, conventions, and visitors converge. This panel brings together leading tourism organizations, event marketers, and community partners to share how they collaborate during these high-impact moments and how those strategies can support growth during slower seasons.

You’ll hear practical insights on destination storytelling, integrated marketing campaigns, and cross-organization partnerships, as well as how marketers are adapting their approach to off-peak periods as summers grow longer and hotter. Attendees will leave with actionable ideas they can apply to destination marketing, event promotion, and brand strategy.

Key topics include:

• Marketing Phoenix during peak tourism and event seasons
• Cross-organization collaboration and partnerships
• Destination storytelling and brand alignment
• Leveraging major events for long-term impact
• Supporting local businesses and tourism during off-peak seasons
• Lessons applicable to marketers across industries

If you’re a marketer curious about how Phoenix shows up during its biggest moments and how those strategies can be applied year-round, this event is for you. Designed for marketing, tourism, event, nonprofit and brand leaders in the Greater Phoenix area, this conversation delivers real-world insights on destination storytelling, major events and partnerships that drive lasting impact.

🗓️ Date: Thursday, March 26, 2026

⏰ Time: 5:30 - 7:00 PM MST

📍Location: Four Peaks Brewery - Wilson Tasting Room (2401 S Wilson St Tempe, AZ 85282)

Event ticket includes a buffet meal and non-alcoholic beverages, with beer and wine available for purchase. Complimentary parking is available in the lot located north of the taproom.

Cristal Rodriguez - Director of Marketing, Tempe Tourism (Moderator)

Cristal Rodriguez is an accomplished marketing leader with nearly two decades of experience in strategic marketing, brand development, and destination storytelling. As Director of Marketing for Tempe Tourism, she is an expert in digital marketing, rebranding, public relations, and audience engagement. Cristal is known for creating campaigns that foster community connections, elevate organizational visibility, and promote authentic representation where diverse voices and cultures are celebrated.

Jerryi Meng Phillips - Director of Wholesale, Aqua-Aston Hospitality, Marriott Vacations Worldwide (Panelist)

Jerryi Phillips brings over 30 years of experience in hotel management, meetings and events, incentives, wellness travel, and holds an MBA in Hotel and Tourism Management. She has lived, studied, and worked in multiple international markets, including China, Switzerland, and the U.S., and has traveled to 48 U.S. states and more than 50 countries, giving her a global perspective on tourism and event marketing.

Lynita Johnson - Director of Marketing & Communications, Local First Arizona (Panelist)

Lynita Johnson leads brand management and integrated marketing communications for Local First Arizona. With experience in both full-service agencies and internal marketing teams, she has helped local, national, and international organizations achieve business and fundraising goals. Lynita’s work includes managing media access for high-profile events such as U2’s 360 Tour and the 2007 MLB Division Championship at Chase Field, and her campaigns have earned coverage in national publications including Epicurious, Food & Wine, Travel + Leisure, and USA Today.

Ron Price - President & CEO, Visit Phoenix (Panelist)

Ron Price leads Visit Phoenix in its mission to harness the transformative power of travel, elevating communities and inspiring visitors. With over 30 years in the tourism industry, he has held executive roles with Visit Phoenix, Visit San Antonio, the Arlington Texas Convention & Visitors Bureau, and previously spent more than a decade with Marriott International. Under his leadership, Visit Phoenix has driven economic growth, elevated the visitor experience, and strengthened the city’s national and global profile. He also serves on multiple industry and community boards, including the Arizona Lodging and Tourism Association, the Greater Phoenix Chamber, and the U.S. Travel Association.

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Host or Publisher AMA Phoenix