Marisol Vindiola quiere que sepas que ¡Tucson Es Tu Casa!
Marisol Vindiola outside of one of Tucson’s historic grocery stores, Las 4 Esquinas located in Barrio Viejo.
On a cool morning in April, we walked around Tucson’s Barrio Viejo neighborhood with Marisol Vindiola as she pointed out some of her favorite homes. In between “¡Esta me encanta!” Marisol talked with El Sur about the origins of Visit Tucson’s new campaign to engage Latinx visitors from across the country. The campaign harnesses the power of Instagram and other social media to engage raza to do less swiping and more visiting and reconnect with Tucson’s cultural DNA.
She stares with affection into the distance and talks about Tucson as if writing a love letter. “Tucson es una ciudad mágica porque es como si tuvieramos una cajita llena de tesoros que vas descubriendo uno, tras otro, tras otro.” Marisol was born in Sonora, and has been living in Tucson since 2001 and working for Visit Tucson for the last 15 years. Her quest: to create a Tucson and Southern Arizona that is more accessible to our neighbors from Sonora. “I never want to leave,” says Vindiola.
Like many of us, Marisol is in love with our city.
Marisol Vindiola outside one of the neighborhood’s historic row houses.
Marisol is always on the go: doing yoga, enjoying the snow in Mount Lemmon, spending the weekend at Miraval. She moves deftly through our city and knows everyone. Recently, she was seen expanding her social circle in Las Vegas at the E-Tourism Summit as she explained Visit Tucson’s newest campaign to industry insiders. True to our gente’s spirit of hospitality, the campaign is called ¡Tucson Es Tu Casa!
Marisol is a cultural influencer. She’s a natural connector, so much so that everywhere she goes she wants to introduce you to others. Her go-to phase is “La Conoces? Si no, te la presento.” Marisol herself needs little introduction. She is a personality IRL and on social media and even on the radio. Marisol started a radio show on 92.5 La Urbana interviewing Latinx musicians, artists, and local personalities alongside local journalist Liliana Ruelas. The show is called Las Suculentas. The show gets its name from the desert plants because the pair’s conversations with guests were always juicy and delicious, she explains. Today Marisol is doing the show on her own after Ruelas took a step back about a year ago.
We accompanied Marisol on a walk through the neighborhood and then sat down to continue our conversation at a nearby coffee shop.
El Sur: Where did the idea for Tucson es Tu Casa come from?
Marisol Vindiola: The inspiration behind the “Tucson Es Tu Casa” campaign is to encourage people to explore the culture, heritage, and diversity of Tucson. The messaging of the campaign exemplifies the diversity of our region and will inspire people to explore and discover new experiences, and celebrate the people, tastes, and sights of our City. The campaign features stories and images of local people, music, and places, highlighting the unique and vibrant culture and heritage of our city.
El Sur: What are some of your favorite carretas to eat at in Tucson?
MV: My two favorites, como buena Sonorense que soy, are the Sonoran dogs chipilón-style of Aqui Con El Nene and Hotdog’s Ruiz located at the corner of 6th Ave and 22nd. Street.
El Sur: How is Visit Tucson helping to give a platform for Latinx digital creators to enter the market and produce content?
MV: As we elevate Tucson as a multicultural destination, we are giving opportunity to local digital creators to create content. This helps us promote and highlight our destination in an organic way, exploring our culture and heritage and inspiring other Latinx visitors to come and visit our city. I hope it also motivates them to create content in the majestic Sonoran Desert.
El Sur: If you had to pick two Tucson attractions to visit that are ‘best of the old’ and ‘best of the new’ which are they? And why?
MV: The Mission San Xavier del Bac and the Arizona-Sonora Desert Museum are both excellent choices and two of my Tucson favorites. Mission San Xavier del Bac is a stunning example of Spanish Colonial architecture, founded in the late 17th century by Jesuit missionary Father Kino. It is known as the "White Dove of the Desert" for its beautiful white facade and peaceful surroundings. The interior of the mission is equally stunning, with intricate frescoes and artwork, as well as a beautifully ornate altar. It is a must-see attraction for anyone interested in history, art, or architecture.
On the other hand the Arizona-Sonora Desert Museum, is a more modern attraction that showcases our region's incredible desert landscapes and wildlife. The museum includes a variety of exhibits and galleries, a botanical garden, a natural history museum, and a zoo. Visitors can see everything from rattlesnakes and Gila Monsters to hummingbirds and butterflies. It is a great way to experience the natural beauty of the region and learn more about the desert environment.
These two attractions offer something unique and special, whether you're interested in history, art, science, or the natural world. As someone said, “To know your future, you must know your past”, and these two places give me the opportunity to know where I am coming from.
El Sur: How can businesses and organizations get involved with ¡Tucson Es Tu Casa!?
MV: Visit Tucson will continue to create and implement initiatives that are designed to make Tucson a welcoming and inclusive destination for all our visitors, regardless of their language, culture, or background. We will continue to work with our partners and stakeholders to create engaging and culturally-relevant experiences for visitors that will make our city an even more multicultural destination.
El Sur: You’re in the tourism industry. What’s a memorable place you visited recently and what did you learn from your trip there?
MV: Mexico City. It is one of my favorite cities in the world. It is a vibrant and bustling city with a rich history and culture. It is known for its colonial architecture, museums, art galleries, markets, and delicious food.
One thing that visitors can learn from a trip to Mexico City is the importance of cultural diversity and the blending of different cultures. Mexico City has a mix of pre-Columbian, Spanish colonial, and modern influences, which can be seen in its architecture, art, and food. It’s a must-city to visit …add it to your bucket list!
El Sur: Anything else you want to share that I didn’t ask?
MV: I would like to invite El Sur’s followers to start a bucket list of 10 places, events or attractions in Tucson and the Sonoran Desert to explore and experience. ¿Quién Dijo Yo?
Epilogue
Near the end of our photo shoot we were flagged by Ramses Rocha, who Marisol instantly recognizes and embraces. The pair chat in the middle of the intersection relishing the lack of traffic at seven thirty in the morning. Physical time, traffic—all of it—fades into the background. Ramses shares pictures of his daughter on his cellphone before heading to work as an IT systems analyst for Pima County Superior Court.
For a brief instant we are transported back to early 1900s Tucson when mostly horses, people and bikes (and maybe a handful of cars) inhabited this barrio.
