Marana banking on golf tournament

But Pima County and Tucson — not the town — figure to be the area's biggest beneficiaries despite Marana's footing the bill for tournament costs.

While the town will host a world-class pro golf event, world-class resorts and restaurants within town limits don't exist.

Highlighting the disparity is the fact that most of the corporate visitors attending the golf tournament — held at the Gallery Golf Club at Dove Mountain — plan to stay at a resort nearly 30 miles away.

Town officials said they're not worried about the lack of resorts or the town's short-term take.

Already, planning is under way to capitalize on future tourism revenue. That planning includes a proposed Ritz-Carlton Resort and a guest resort at Saguaro Ranch. Both are expected to have at least one restaurant.

Tax revenue from ticket, bar and restaurant sales should be immediate, officials said, and could offset the tournament's costs.

And because the tournament is scheduled to stay in Marana for at least three more years, officials said the town can afford to be patient with tourism development.

With international televised coverage putting Marana front and center, officials predict the exposure will ultimately bring millions of dollars into the town.

"If you spent $20 million, you couldn't get this advertising," said Mayor Ed Honea. "You couldn't buy this exposure."

Most will stay at Marriott

Nearly all of the JW Marriott Starr Pass Resort & Spa's 575 rooms are booked for the tournament's corporate guests.

The resort, which is within Tucson city limits, should generate plenty of cash for the city because of its bed tax, said Jonathan Walker, president of the Metropolitan Tucson Convention & Visitors Bureau.

"It's going to have a phenomenal economic impact," he said.

The city's bed tax is 4 percent of the cost of the room plus a $1 surcharge per night. Guests also pay a half-percent state bed tax and sales tax.

Tournament guests staying at the West Side resort, 3800 W. Starr Pass Blvd., will have to drive half an hour on Interstate 10 to get to the tournament.

The commute shouldn't be a problem because both the resort and the tournament are just off I-10, said Terri Worthington, spokeswoman for JW Marriott.

Regional and state police will be working along I-10 and Tangerine and Avra Valley roads to move traffic and prevent delays.

A majority of the daily guests will be parked at a lot east of I-10 on Tangerine. Guests will then take shuttles to Dove Mountain.

The distance that will be traveled by tournament guests isn't surprising, Worthington said, because people tend to stay where they're comfortable, even if it happens to be miles from an event.

This winter, people made a similar commute during college football's Fiesta Bowl and BCS National Championship football games, which were in Glendale, Worthington said.

"The games were played in Glendale, but everybody stayed in Scottsdale," she said.

Meanwhile, local resorts such as Oro Valley's Hilton Tucson El Conquistador Golf and Tennis Resort — which is about six miles from the tournament site — haven't seen any increase in business.

"We're surprised that we haven't seen a huge impact," said Tracy Sarver, public relations and marketing manager for El Conquistador.

Officials at the hotel hope to capitalize on last-minute travelers planning to attend the tournament, Sarver said.

"We're taking it day by day right now to see what's going to happen," she said.

Restaurants and shops at Arizona Pavilions shouldn't see a huge boost from the commuter traffic because the tournament caters to wealthy corporate visitors, said developer Greg Wexler.

Any extra business in the area is always good, but the restaurants along West Cortaro Road aren't exactly hurting as it is, Wexler said.

"As far as the restaurants here go, we're already packed," he said.

Tourney called 'catalyst'

With several resort developments in the works, town officials believe the golf tournament will be the beginning of rapid commercial and tourism growth there.

"This will be the catalyst," said Gilbert Davidson, deputy town manager.

By the time the tournament is in its fourth year, guests will be able to choose from at least three resorts — including one at Dove Mountain, where the tournament is held — and Saguaro Ranch, which is just east of Dove Mountain.

But Davidson and Town Manager Mike Reuwsaat aren't just banking on tourism dollars. They believe Marana's exposure will bring plenty of new commercial ventures within city limits as well.

"Accenture created opportunities for investment in Marana," Reuwsaat said.

Already, word of the tournament has sparked investment interest, including developing a million square feet of commercial space near Silverbell and Twin Peaks roads, Reuwsaat said.

Other projects include additional hotels and a medical center near a proposed mall at Tangerine and I-10.

Wexler, the Arizona Pavilions developer, shares town officials' view on the tournament, adding that it will give an elite group of visitors a chance to see the region's possibilities.

"It may put Tucson and Marana on the map," Wexler said.

There may not be an immediate surge in tourism dollars for the town, Wexler said, but visitors could supply future investments in businesses and industry in Marana.

"It's a real good positive with no negatives," Wexler said.

Town seeks distinct identity

One of town official's goals during the tournament is to bill Marana as a destination separate from Tucson.

A key step in that process will be making sure the tournament stays in Marana for years to come, officials said.

While the town currently has a contract with the PGA for four years, Reuwsaat said he'd like to see that extended.

The easiest way to do that is to have a successful tournament with no major problems, Reuwsaat said.

"We want it to be an easy decision for the PGA to stay here," Reuwsaat said. "We definitely have our act together."

If the tournament is successful, town officials plan to use it to advance the profile of Marana as a community distinct from Tucson.

Making sure people know that the tournament is held in Marana — as opposed to Tucson — is the first step to separating the community from the metro area, Davidson said.

However, if people go to the tournament thinking they're in Tucson, that's fine too, he said.

"We're going to define ourselves so that it's Marana that they leave with," Davidson said.

On northwest. azstarnet.com: How do you feel about Marana hosting the golf tournament?

Tournament information:

When and where: Feb. 19-25 at the South Course of the Gallery Golf Club at Dove Mountain in Marana.

Tickets: www.worldgolf championships.com or 1-866-942-2672.

Practice round ground tickets for Feb. 19 and 20 are $30.

Ground tickets for the opening rounds, Feb. 21-23, cost $50.

Championship Club packages, which include two admissions per day through the final round on Feb. 25, are $1,250. The package can be used by different people each day and includes a parking pass.