The Upper Verde, along with its critical tributaries Granite Creek and Sycamore Creek, are the headwaters of the extraordinary Verde River which provides ~40% of Phoenix’s surface water supply, has irreplaceable cultural significance to the Yavapai Apache Nation, and provides water for the recreational and agricultural economies of the Verde Valley. The watershed is essential habitat for 35 species of wildlife considered threatened, endangered, sensitive, or of concern.
The level of community support for the Upper Verde Wild and Scenic River is unique and has significantly increased since American Rivers and coalition partners started this campaign. Protecting the headwaters is essential to ensuring downstream communities, agriculture, and the economies of the area continue to be able to rely on the river. In Yavapai County, 216,000 Arizona residents participate in outdoor recreation on or along waterways, creating an annual economic impact of $1 billion and generating 9,400 jobs.
The campaign’s strategy focuses on building broad-based support through direct outreach, hosting and sponsoring events, deployment of a suite of communications tools and tactics, and engagement with all levels of decision-makers.
