We had the good fortune of connecting with Cristal Rodriguez and we’ve shared our conversation below.

Hi Cristal, can you tell us more about your background and the role it’s played in shaping who you are today?
I’m originally from Tucson, AZ, a melting pot of diversity and culture. Growing up as the youngest of three in a Latino family, I was surrounded by hard work and entrepreneurship—both of my parents are small business owners. My mom would close deals on vacations and take calls while in lines at Disneyland, while my dad still opens his bar on holidays to give people without family a place to gather. Although their work/life balance was often thrown out the widow, watching their perseverance and dedication shaped how I approach life: nothing is off the table, always think outside the box, and keep pushing for more.

Tucson’s cultural richness made a lasting impact on me. Growing up in a town where minority business owners were the norm, my school had students who represented all socioeconomic backgrounds, our city leadership members were diverse (and still are, hey Mayor Romero), —seeing people like me in leadership positions was normal. It wasn’t until I stepped outside of Tucson and Southern Arizona that I realized this isn’t the reality everywhere. That realization helped me grow, appreciate the value of diversity, and understand the unique influence my upbringing had on shaping my identity.

After spending time in Madrid and Southern California, I’ve returned to the Greater Phoenix area, specifically Tempe (forks up!), drawn back by the economic energy and opportunity this area offers. My background, from the diverse influences of Tucson to my parents’ relentless drive, continues to guide how I show up every day.

Let’s talk shop? Tell us more about your career, what can you share with our community?
What sets me apart is the passion I bring to everything I do—sometimes maybe a bit too much! I become emotionally invested in every project that crosses my desk, which can be both a gift and a curse. I pour myself into my work because I believe in what we’re creating, and that level of commitment has helped drive me forward.

One of the things I’m most proud of is the opportunities I’ve created and fought for. I have a daughter who’s watching my every move, and I’m excited to pave more roads for her so that when it’s her time to shine, she can do it with confidence. Professionally, I’m most excited about the new brand we’re launching. I’ve been talking about it to everyone within a two-mile radius, from people I meet with to the mailman! I’m incredibly proud of this brand, not just because of the work behind it but because it represents the dedication of the entire team.

The journey to get here wasn’t easy. There have been plenty of challenges, but I’ve learned that perseverance and believing in what you’re building can get you through almost anything. I want the world to know that my story and my brand are about pushing boundaries, creating opportunities, and building something that others can feel proud of, too.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Easy! Tempe! A perfect weekend trip would include a morning stop at Qwench Juice Bar at the Watermark in Tempe. They’re minority owned and aim at providing the freshest ingredients..they even make their almond milk in-house. After powering up, we’d head out on our E-Bike tours which would take us around Mill Ave, up to Papago Park, a quick run up to Hole in the Rock, and finishing up with lunch and a cold beverage at Hundred Mile Brewing. After powering down at Omni ASU, a quick happy hour at Lucero to take in all of the beauty of the city from their rooftop bar. Dinner at Alter Ego inside the Canopy Hotel is a must and after filling up, we’re hitting Idle Hands for some one-of-a-kind cocktails. And that’s just day one! The rest of the trip would include hitting shops at Culdesac, experiencing the festivals put on by Downtown Tempe Authority, a meal (or three) at Cocina Chiwas, coffee at Aruma and Coffee 48 and of course, hitting Tempe Town Lake for some stand up paddle boarding.

Who else deserves some credit and recognition?
I’d like to dedicate this shoutout to the incredible team at Tempe Tourism including our President and CEO, Michael Martin. The spotlight on me and all the exciting changes happening at the organization is really a testament to them. The rebrand we’ve embarked on reflects the passion, creativity, and dedication within those office walls. Every single team member brings something unique, and together, they make the organization come alive. This recognition is really about them.

I also want to give a huge shoutout to the city of Tempe, including our city manager, Mayor and council, and our board. Their support has allowed us to push boundaries and remove the guardrails on what tourism should look like. At the end of the day, we’re not just marketing a place; we’re marketing a dream, an idea, a feeling. What do we want people to feel when they come to Tempe? That’s not a one-person job—it’s a full team effort.

Website: https://www.tempetourism.com

Instagram: tempetourism

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