The West Valley Brand: Telling Our Story to the World
Learn how regional branding, storytelling, and digital marketing are attracting talent, investment, and tourism. Includes an examination of case studies and various campaign strategies.
Moderator Allison Rodriguez is a multi-skilled journalist and anchor of 12 News morning newscast Today in AZ.
She started her career as an anchor and reporter in Yuma, AZ in 2011, where she covered stories across international and state lines. It’s also where she met her husband, Kevin.
She moved to Phoenix in 2013, where she joined a local news station. Mornings have been in Allison’s blood for much of her career. She was the weekend morning anchor when she first arrived in Phoenix and later reported and anchored weekdays.
In 2019, after getting married, Allison took a short break from the Valley of the sun and moved to the Bay Area. During her time reporting and anchoring there, she covered some of the biggest stories of that time, including the PG&E power shut offs and devastating wildfires.
But Arizona called her back. Allison returned to Arizona just before the pandemic in early 2020 to continue covering communities up and down our state, from the Navajo Nation to the Mexico border.
Allison was born and raised in Chicago by her parents along with her three siblings. She attended Columbia College Chicago, majoring in Journalism. She and her husband now consider the Valley home, and she’s working to get her whole family out here. Arizona is where she was when the Chicago curse was lifted, and the Cubs won the World Series in 2016.
She joined 12News in 2023 in part because it’s incredible legacy but also its commitment to community journalism. She loves helping people jump-start their day.
In spring of 2025, Allison and Kevin welcomed their first child, Mateo, into the world. He has captured their hearts and is their whole world.
You can catch Allison Monday through Friday on 12News from 4:26 am to 7 am and streaming on the 12 plus app from 7 am to 9 am!
Sintra Hoffman is the President and Chief Executive Officer of WESTMARC, representing the West Valley of Metro Phoenix where she has the pleasure of working with 15 communities, over 3,000 square miles and home to 1.9 million residents. With 25 years of experience in federal, state, local and non-profit leadership, Sintra is a natural convener, bringing key stakeholders together to advance the region's economic vitality and improve the quality of life for her community. She previously served as Assistant Division Director for the Arizona Department of Transportation (ADOT) leading the Office of Public Affairs to build and sustain relationships in Arizona's cities, towns, counties, tribes and business community and support infrastructure investments statewide. Prior to her time at ADOT, she spent 10 years with the City of Surprise, serving as the Director of Intergovernmental Relations and Deputy City Manager where she focused on policy development and economic sustainability for the community.
Sintra was recognized by the Phoenix Business Journal as a Most Admired Leader in 2023 and one of 25 Outstanding Women in Business in 2022. Previously Arizona Business Magazine recognized her as one of the Most Influential Women in 2016. In 2019 she was recognized by Estrella Mountain Community College as their Education Hero and also received BMO Bank’s Women Who Lead award.
She holds a Bachelor’s degree in Business Administration and Master’s of Administration in Public Administration.
She spends her leisure time traveling the globe, hiking, staying active and of course, networking and building new relationships!
As GPEC’s Director of Communications, Kalia drives awareness for the organization’s strategic initiatives, insights and leadership through PR and media relations to amplify the region’s innovative business climate.
With more than a decade of experience including managing PR for a high-growth tech firm and driving media relations while serving as a spokesperson for a Fortune 500 company, her expertise lies in effective communications that enhance relevance and engagement.
Kalia is a graduate of ASU’s Walter Cronkite School of Journalism and Mass Communication and is a third-generation Arizona native. She’s proud to call the beautiful Arizona desert her home and enjoys exploring its unprecedented landscapes and creative local restaurant scene.
Ryan Ruiz serves as the Executive Vice President of Business Development at the Arizona Commerce Authority, the state’s leading economic development organization. In his role, Mr. Ruiz is responsible for attracting businesses to Arizona and supporting the growth of in-state expansions. Mr. Ruiz and his team serve as a client’s single point of contact, facilitating streamlined connections with the state’s economic development stakeholders from municipalities, utilities, universities, workforce partners and more. With a focus on the battery technology and semiconductor sectors, Mr. Ruiz is especially talented at supporting leading-edge advanced manufacturing companies identify long-term solutions in Arizona.
Prior to joining the Arizona Commerce Authority, Mr. Ruiz worked more than decade in the private sector, serving in various leadership roles with a globally recognized telecommunications company. Mr. Ruiz earned a Bachelor of Science in economics from The University of Arizona and an MBA from the Foster School of Business at the University of Washington.
