Strategic Planning

Our Vision: Prescott is a welcoming and unforgettable year-round destination attracting visitors seeking to experience authentic Western heritage and unparalleled natural beauty.

Our Mission: We attract visitors to Prescott and enhance our community’s quality of life by inspiring a love and respect for our natural beauty, rich history, and hometown atmosphere.

Guiding Principles:

  1. Engage residents and industry stakeholders
  2. Enhance, enrich and simplify the visitor experience
  3. Emphasize the quality of visitors over the quantity of tourists
  4. Consider the impact of our work on existing infrastructure and community resources
  5. Support the responsible use of our natural resources and assets
  6. Seek to enhance the quality of life and increase economic opportunity
  7. Preserve our community’s exceptional hospitality and create an environment that is welcoming to all