Senate committee recommends confirmation of Alex Gelpster Ridgeway as Arizona tourism director

Alex Gelpster Ridgeway, the interim head of the Arizona Office of Tourism (AOT), won a unanimous recommendation from the Senate Committee on Director Nominations on a 5–0 vote after a confirmation hearing that probed her record on marketing strategy, rural outreach, procurement and ethics.

Ridgeway told the committee she has worked at AOT since 2019, served as deputy director and accepted the interim director role after her predecessor resigned. “My name is Alex Gelpster Ridgeway, and Im honored to be before you as the nominee for the director of the Arizona Office of Tourism,” she said in her opening statement. She highlighted AOTs economic impact in 2024, saying, “In 2024, Arizona welcomed more than 46,000,000 overnight visitors who spent over 33,000,000,000 in our state, generating 4,300,000,000 in tax revenue, supporting over 300,000 jobs.”

Committee members focused on how AOT stretches limited public dollars and serves rural communities. Ridgeway described an activity-based marketing strategy built around five visitor "personas," a rural co-op program with more than 40 participating destinations and an "Appreciate AZ" visitor-safety campaign that promotes hydration, campfire safety and wildlife respect to reduce visitor harm.

On the offices measurement of advertising effects, Ridgeway said AOT uses a third-party industry vendor whose methodology is proprietary and offered to share the underlying report with legislators. Senator Warner pressed on the $579-per-dollar figure the agency cites for visitor spending return; Ridgeway said the vendor calculates the metric and that the agency would provide the report for committee review.

The committee raised procurement and conflicts-of-interest concerns stemming from the previous administrations brand project, which committee members said involved a contract awarded to the former directors brother. Ridgeway said she disagreed with the prior directors handling of that project, that she had not had authority to change it, and that as interim director she made conflict-of-interest forms publicly available and instituted required annual training. “I am all for more transparency and more accountability and more checks and balances,” she said.

Industry stakeholders offered strong public support. Kim Grace Sabo, president and CEO of the Arizona Lodging and Tourism Association, said AOT is essential to communities that rely on visitor spending and urged confirmation. Bridget Binsbacher of the Cactus League and Rachel Pearson of Experience Scottsdale also testified that Ridgeways leadership provides stability and collaboration with regional partners.

Vice Chair moved the committees recommendation and the roll call yielded five ayes, zero nays and zero not voting. Chair Jay Kaufman announced the committees recommendation to confirm Ridgeway and adjourned the hearing. The nomination now moves to the full Senate for consideration.

Votes at a glance: Committee recommendation to confirm Alex Gelpster Ridgeway as director, Arizona Office of Tourism — Committee vote: 5 ayes, 0 nays, 0 not voting; outcome: recommended to full Senate.