Small Town, Big Impact

Cottonwood’s beginnings were decidedly ordinary. The city was once little more than a crossroads for wandering animals in search of a waterhole, a happenstance that gave rise to its original name, “Possum Trot.”

Its actual recorded history stretches back to the mid-19th century, when
a company of U.S. Cavalrymen were stationed at an old adobe garrison outside Camp Verde. When the soldiers stayed on, they attracted a cluster of dwellings around their quarters and, thus, a small community was born. (Befittingly, when the soldiers left, the adobe building they were housed in became the first school in the new community.)

The town was officially dubbed Cottonwood in 1879, as the railroad line established there began to bring more settlers to the region. So-named as an homage to the abundant cottonwood trees anchoring the banks of the nearby Verde River, Cottonwood grew steadily from that point, adding farming, ranching and industry to its mix of commerce. It was incorporated as a city much later, in 1960. 

Since 2020, Tricia Lewis has served as Cottonwood’s director of tourism and economic development, A lifelong Verde Valley resident, Lewis is quick to point out the many superlatives of living in—and visiting—this temperate swath of Arizona countryside.

“At its most basic, what makes us unique and so desirable a destination is that we have four really mild seasons here,” she points out, adding, “and there’s just so much natural beauty to take in.”

That natural beauty she speaks of is everywhere to be found around
Cottonwood. The Verde winds lazily through the state-run Verde River Greenway Natural Area, a magnet for nature lovers. The waterway is one of Arizona’s few free-flowing rivers, attracting a large wildlife population and a lush riparian community. Across the river from Cottonwood, the Dead Horse Ranch State Park offers a bounty of birdwatching, hiking, canoeing and horseback riding.

As for Cottonwood proper, the city center offers an abundance of pleasures, large and small. Old Town Cottonwood, with its flourishing array of restaurants, shops and antique stores, makes for a delightful amble along the picturesque main street.

“And then there’s the legendary Blazin’ M Ranch,” Lewis notes, “where visitors can stroll through a recreated western town site with shops and stores, and then have a rustic, chuckwagon dinner followed by a rousing show of live cowboy music. It’s great fun.

“It’s an experience that you can’t quite put your finger on,” Lewis says of a visit to Cottonwood. “But the dynamic is one of youthfulness, and a sense that this is an up-and-coming place to see and be.”

Lewis remarks that visitor numbers are up and strong in Cottonwood. “We estimate about 1 million visitors per year come through Cottonwood, and that’s made a real difference for us in terms of sales tax revenue and other benefits of tourism,” she says. Cottonwood’s population is roughly 12,000 at present, with approximately 40,000 in the surrounding Verde Valley.

“Generally speaking, tourism is vital to our sustainability—it goes hand-in-hand with our economic development,” Lewis emphasizes. “Whether we’re trying to attract businesses to locate here, or residents to move here, the level of tourism we can build on and sustain is critically important to us in both regards.”

Economically, culturally and strategically, Cottonwood is nurturing a vision of itself today and into the future. Key to its plan, the city has been on a decade-long quest to rebrand itself as “the heart of Arizona wine country.”

The Verde Valley happens to be home to some world-class wineries and vineyards; the area’s high elevation (around 3,300 feet above sea level), rich volcanic earth and mild climate make it ideal for growing grapes and producing wine. Lewis reports that there are seven wineries and eight tasting rooms on the evolving Verde Valley Wine Trail, a passport-structured tour of local wineries and tasting rooms where guests can spend an afternoon or evening sampling vintages, each one offering a unique taste of this temperate region’s particular terroir. (In total, the Verde Valley boasts approximately 25 wineries.)

The wine trail undertaking is a major facet of Cottonwood’s master plan for economic development, Lewis says.

“The wine industry is very strong here, and because Cottonwood is the commercial hub of the Verde Valley, we have the workforce and the physical buildings themselves to offer. The wine component has added a whole new dimension to this city’s plan to become a destination experience. It’s really set us apart from neighboring communities.

One increasingly popular winery that maintains a downtown tasting room is the Pillsbury Wine Company. Owned and operated by former movie director and screenwriter Sam Pillsbury, the business exemplifies the allure, the fun and high spirit of what the wine trail offers.

His decision to locate both his 100-acre vineyard and tasting room in Cottonwood echoes that of many other vintners and entrepreneurs in the downtown.

“Thirteen years ago, I was looking for a place to open a tasting room,” Pillsbury explains. “The Verde Valley Wine Trail was established, and it ran right through Cottonwood. I opened my tasting room shortly thereafter, and, progressively, over the next decade, the town exploded. Now there are eight tasting rooms and maybe 20 or more restaurants. A few years ago, The Arizona Republic described it as the ‘gourmet destination for Phoenix.’ It’s astounding what wine can do for a community!”

All these alluring attractions aside, Lewis says that it’s the people and the community spirit that really captivates her and others who’ve chosen to make Cottonwood and its environs their home.
 
“If you live or work here or are just visiting, one of the first things you feel is really welcome,” she continues. “There’s just this community-mindedness, this spirit of people who like to help one another, work together and collaborate on so many levels. Whether it’s personal or business-related, it’s just the best I’ve ever experienced.”

Wine production isn’t the only enterprise that’s thriving in Cottonwood. David Witt is the CEO of the nonprofit Spirit of Martyrdom (SOM) International, a global Christian ministry that’s dedicated to helping persecuted Christians throughout the world.

“Our focus is on global leadership,” Witt says of his growing organization and ministry. “That’s our passion. We hope to draw all leaders—whether they be in business, in communities or in religion itself—to have a clean heart, to be a light and make a difference in their communities.”

With family who’ve lived long-term in the Cottonwood area, Witt says he’s always loved the Verde Valley, and when the opportunity arose to locate his ministry headquarters in downtown Cottonwood, he welcomed it. He now employs 12 people in his offices.
 
“It’s a great base for me to travel the country and the world,” Witt says. “This valley has some really loving people—and truly a lot of leaders from all walks have retired here. So, it was a bonus for us to be able to tap into that labor source of people who want to do something significant and make a difference in their retirement years.”
 
Witt cites a very cooperative and helpful relationship with Cottonwood residents and businesspeople alike as a reason his ministry has operated so smoothly through the years. 

“Whether it be the many chamber of commerce events that we’ve participated in, the police or fire personnel, the city and its departments have been very favorable towards us and towards business in general. We just feel like there are very friendly people to work with in this city.”
 
In particular, Witt says, the Cottonwood branch of the National Bank of Arizona has been very helpful as a partner for him and his ministry.
 
“From day one, we started with the bank, and they’ve really listened to what our needs have been, and been a very ‘personal’ business relationship for us. I think the friendly, personal connection has made a big difference for us. And it’s a connection that we feel throughout this really wonderful community.”