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Date(s) - 04/10/2020
12:10 pm - 12:55 pm


Tucson has a very new Southern Arizona Heritage and Visitors Center, and it’s located in the very old Pima County Courthouse building. It highlights everything from the very high Sky Islands to the very low John Dillinger trial; from a very soft desert ecosystem diorama to the very hard adobe blocks in the Presidio wall. Very special and very impressive!

Diane Frisch is the Director of Attractions and Tourism for Pima County, and her base of operations is at the Southern Arizona Heritage and Visitors Center in the remodeled Pima County Courthouse. Attractions and Tourism acts as Pima County’s liaison with the tourism community to enhance the economic well-being of the region. Diane’s department provides business development, marketing, training and revenue enhancement for Pima County’s tourism sector partners. She manages the contracts for the attractions that lease County properties, including Arizona-Sonora Desert Museum, Old Tucson Studios, Colossal Cave Mountain Park, Pima Air and Space Museum and the Pima County Fairgrounds.

She came to Pima County in 2017 from the PGA TOUR where she served as sales and marketing manager for tournaments on the PGA Tour and PGA Tour Champions. Diane began her career in broadcasting and managed both television and radio station groups in multiple markets with emphasis on sports marketing, media and sponsorship/event promotion. She was the vice president and general manager for a cluster of four radio stations in the Journal Broadcast Group and some ABC and Fox television stations from 1998 to 2008.

Diane is a graduate of the University of Idaho with a B.S. degree in Communications, Public Relations and Business.