The following is the opinion and analysis of the writer:
Janet Wittenbraker
Tucson stands at a critical juncture. To ensure a thriving future, we must attract projects that generate jobs, cultivate talent, and boost economic vitality. However, setbacks like the decline of tourism drivers — such as the film industry and spring training — and the high-profile failures of transformative projects like the 2012 Grand Canyon University (GCU) proposal and the 2025 rejection of Amazon’s Project Blue have tarnished Tucson’s reputation as a business-friendly hub. These missed opportunities offer vital lessons for building a sustainable economy.
In 2012, GCU proposed a Tucson campus, potentially at El Rio Golf Course, with a $100 million initial investment promising diverse jobs — union trade, clerical, executive, and academic — while producing skilled graduates to address our talent shortage, a key barrier to attracting businesses. The project could have spurred competition with the University of Arizona, possibly lowering tuition costs. Yet, the Tucson City Council, led by then-Councilmember Regina Romero and Councilmember Steve Kozachik, rejected it. Romero cited insufficient community support, while Kozachik called negotiations a “big mistake.” Concerns about voter backlash and ties to UA overshadowed the chance to diversify Tucson’s economy, leaving us to wonder: What might have been?
Fast forward to 2025, the rejection of Project Blue — a $3.6 billion Amazon Web Services data center near the Pima County Fairgrounds — exposed similar flaws. The project promised jobs and tax revenue but faced opposition over water and energy demands and lack of transparency. As a City Council candidate, I had concerns about resource use but was open to supporting the project if data confirmed its sustainability. Instead, opaque decision-making by the county and city eroded trust. Sources suggest the City Council was likely aware of the proposal, raising questions about coordination behind closed doors. Community outcry and a few regrettable tantrums — yes, you know who you are — led the Council to abandon Project Blue, prioritizing environmental concerns over economic growth. This highlights the challenge of balancing sustainability with progress, a balance Tucson must master.
Tucson faces persistent challenges: a limited talent pool, violent crime, homelessness, aging infrastructure, and a housing shortage driving up costs. These deter investment. Yet, our strengths — low natural disaster risk, mild winters, stunning landscapes, and recreational assets like golf courses and parks — are powerful draws if leveraged effectively.
To chart a bolder path forward, Tucson must act decisively:
1. Reengage with GCU. Now thriving in Phoenix, GCU remains open to a Tucson campus, stating, “All indicators tell us that the greater Tucson area is a wonderful place for a GCU campus, and we remain committed to evaluating this option in the future.” The city manager and economic development team should offer incentives to make this a reality, boosting our talent pool and creating jobs with minimal resource strain.
2. Prioritize Sustainable Development. Instead of resource-intensive projects, pursue developments like a luxury resort near the former Project Blue site. Its proximity to I-10 leverages Tucson’s tourism potential and natural beauty, creating jobs and revenue while aligning with environmental priorities. Crucially, the location’s direct access from the airport allows visitors to bypass areas with higher crime and poor road conditions. The resulting tax revenue could then be allocated to address infrastructure and safety challenges in the inner city.
3. Revitalize Tourism. Incentivize the return of Hollywood film productions and professional baseball spring training, perhaps through innovative formats like Banana Ball. These would diversify entertainment, aid graduate retention, and boost tourism at minimal cost.
4. Supercharge the Tour de Tucson. Partner with organizers to expand the race with a challenging Mount Lemmon climb to attract elite cyclists. Ensure a vehicle-free route for safety and appeal, avoiding Tucson’s rougher roads. This could position Tucson as a cycling hub, boosting tourism and civic pride.
The GCU and Project Blue rejections highlight how indecision and short-term politics can stifle progress. Tucson needs leaders who champion long-term prosperity through bold partnerships, sustainable projects, and solutions to housing, infrastructure, and crime. By leveraging our unique strengths, we can transform Tucson into a vibrant, prosperous city that attracts transformative projects and fosters community pride. The opportunity is ours — let’s seize it.
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