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From the mayor: The small things will help Paradise Valley tourism

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There are many negative consequences from this pandemic that we are unfortunately familiar with, including severe and tragic health tolls, adverse economic effects, and emotional and social pressures. Nonetheless, many people have found ways to make positive contributions, large and small, during this tough time.
– Mayor Jerry Bien-Willner

At the invitation of the Independent, I write to offer some thoughts on tourism during and after the pandemic.

We all know that Paradise Valley is an exceptionally beautiful and welcoming place, leading people from around the country and the globe to visit our town.

The town’s world-class resorts have something to offer just about everyone, and are the first introduction to Paradise Valley for many people who decide to call the town home after visiting.

With the pandemic, however, tourism and travel have fallen sharply, and this has had a pronounced impact on our town’s resorts. While simultaneously dealing with this once-in-a-century crisis, our resorts have been willing and excellent partners with the town in our efforts to follow all relevant health-related guidelines and rules.

In the regular meetings I have hosted with the resort general managers as part of the town’s ongoing response to COVID-19, I am very proud to say there is not only a sense of camaraderie and common purpose, but also a genuine and concerted effort among the resorts to set and maintain best practices for cleanliness, safety, and professionalism.

All of this is done while our resorts continue to serve their patrons with distinction while facing a rapidly changing and highly unpredictable business environment with evolving health recommendations and rules related to the virus.

Their collective efforts, cooperation, and attitude have been superb, and merit recognition and appreciation. Against this backdrop, you will understand why I am confident that our resorts will rebound successfully.

The town remains committed to strategic investment in tourism promotion to assist toward that end.

The steep drop-off in hospitality activity also impacts the town’s bottom line.

Tourism in Paradise Valley contributes significantly to town revenues, and has helped the town thrive financially without a local property tax. I have worked hard as your mayor, with the Town Council, to set a course that ensures the town remains prepared and adequately funded.

We have made and will continue to make necessary arrangements to weather this storm, but we also look forward to the day when COVID-19 is no longer a factor in health, lives, or the economy.

There are many negative consequences from this pandemic that we are unfortunately familiar with, including severe and tragic health tolls, adverse economic effects, and emotional and social pressures. Nonetheless, many people have found ways to make positive contributions, large and small, during this tough time.

Yes, even the small things we do can help. In this spirit, please consider supporting one of the town’s resorts if you’re currently ordering meals away from home or planning to spend time away from your home for a break.

If you’re not yet at that phase, please remember to support our resorts when you are. They deserve our support, they will surely appreciate it, and I know you will get a lot out of it, too.

Thank you for your continued backing as we work hard together to get through this time and emerge stronger.

Editor’s Note: Jerry Bien-Willner is the mayor of Paradise Valley, and is currently running unopposed for a second term to begin in January 2021.