ABOUT
Strategic Plan
Leading With Purpose
STRATEGIC PLAN | 2026-2030
A shared roadmap for elevating Arizona’s economic development profession through education, advocacy, and statewide connection.
“AAED is uniquely positioned to convene, educate, advocate, and innovate in ways that truly move the needle for the profession. This plan reflects not only where we are today, but where we aspire to go together.”
— Katie Hurst, AAED CEO
WHO WE ARE
Guided by Vision, Mission & Values
This strategic plan builds on AAED’s longstanding commitments and reflects where Arizona’s economic development community is headed and what it will take to get there.
VISION
Arizona’s Trusted Leader
AAED is the trusted leader for Arizona’s economic development community, promoting a vibrant and diverse economy.
Trust is built through consistency, professional integrity, and the delivery of meaningful value to members and partners across every region of the state.
MISSION
Arizona’s Unified Voice
AAED serves as Arizona’s unified voice for responsible economic development through education, advocacy, and statewide collaboration — acting as a connector and convener so that professionals everywhere have opportunities to learn, contribute, and lead.
VALUES
What Guides Our Work
— Professional Excellence
— Ethical Practice
— Statewide Inclusion
— Collaboration
— Practical Learning
— Innovation
— Member-Driven Leadership
THE ENVIRONMENT
Forces Shaping AAED’s Future
Economic development in Arizona is operating in an increasingly complex environment. This plan positions AAED to help practitioners and providers alike understand, adapt, and respond effectively.
01
A More Complex Profession
The role has shifted from marketing and attraction to ensuring projects succeed — managing grants, coordinating workforce, overseeing infrastructure, complying with regulations, and tracking outcomes. AAED is here to help members build those skills.
02
Readiness Over Incentives
Community competitiveness is increasingly determined by a skilled workforce, adequate housing, reliable infrastructure, and strong partnerships — not incentives alone. AAED supports professionals in working across sectors to build that readiness.
03
A Public Understanding Gap
Greater scrutiny of public investment means clear communication and transparency are essential. AAED coaches members on how to explain their work and build trust with elected officials, community partners, and the public.
THE FRAMEWORK
Three Pillars. One Direction.
Each pillar focuses on clear goals, grounded in member feedback, and works alongside fellow pillars to reinforce professional excellence, meaningful engagement, and statewide connection.
PILLAR ONE: EDUCATE
Build Capability
AAED is Arizona’s leading engine for professional learning, strengthening the profession and expanding statewide economic development capacity, from the Valley to rural and tribal communities.
— Structured learning journeys organized by career stage
— Economic Development Master Class for elected officials
— Experiential learning through road trips & site-based case studies
PILLAR TWO: ADVOCATE
Build Awareness
AAED is a trusted, credible, nonpartisan voice that strengthens the understanding and influence of economic development practice at both the municipal and state levels.
— Clear advocacy decision framework
— Member advocacy capability through training & tools
— Statewide economic development learning & awareness campaign
PILLAR THREE: COLLABORATE
Build Connection
AAED encourages and strengthens statewide connections, reduces regional isolation, and increases collaboration across sectors and geographies — serving as the connective tissue for Arizona’s economic development ecosystem.
— Expanded rural, tribal, and cross-sector participation
— Focus on committee effectiveness & cross-committee alignment
— Evolving conference & meeting formats to support hybrid & virtual participation
BUILT WITH MEMBERS
What We Heard
This plan was informed by engagement with more than 100 stakeholders — committee leaders, board members, and member survey respondents from across Arizona.
EXISTING STRENTHS
Strong Organizational Culture
Members consistently describe AAED as welcoming, collegial, and professionally supportive.
High-Quality Education
Programs are viewed as relevant, practical, and grounded in real-world experience.
Mentorship & Peer Learning
Strategic partnerships and relationships across the profession are a core asset.
Signature Conferences
AAED’s in-person convening events remain a highly valued anchor for the organization.
WHERE TO FOCUS NEXT
Clearer Advocacy Direction
Members see advocacy as important and want a defined framework for AAED’s role at the municipal and state levels.
Structured Leadership Pathways
Members are looking for intentional professional development that supports career advancement.
Increased Staff Capacity
As AAED’s scope grows, members recognize the need for greater organizational capacity and specialization.
Inclusive Member Access
Accessibility remains a priority, particularly for members in rural, tribal, and smaller communities.
GET INVOLVED
How You Can Support the Plan
Pursue Education & Certification
Engage with AZED Pro certification, professional development programs, and the upcoming Leadership Academy to build your skills and advance your career. Explore AZED PRO →
Amplify Advocacy
Use AAED’s tools and training to communicate the value of economic development in your community and with your elected officials. Government Affairs →
Serve on a Committee
Shape AAED’s work from the inside. Committee service is one of the most direct ways to influence programs, events, and the direction of the association. View Committees →
Sponsor Signature Events
AAED’s Spring Conference, Fall Forum, and regional events connect hundreds of practitioners. Sponsorship puts your organization at the center of Arizona’s economic development network. Sponsorship Opportunities →
Contribute Expertise
Share knowledge by speaking, contributing content, or supporting AAED’s education programs. Help shape the next generation of Arizona’s economic development professionals. Get in Touch →
Join as a Provider
Providers, utilities, site selectors, and community partners are a vital part of the AAED community. A membership gives you access to the network and positions you as a trusted resource. Membership Info →
Elected Officials & Staff
Participate in AAED’s Economic Development Master Class — a practical training program designed for elected officials and community leaders navigating growth decisions. Learn More →
Stay Informed
Follow our LinkedIn page, review our legislative tracking, and access the Knowledge Center to understand how economic development shapes communities across Arizona. Knowledge Center →
Rural & Tribal Communities
AAED is committed to expanding access statewide. If you’re an economic development practitioner outside the Phoenix metro, there are resources, events, and engagement pathways made for you. Connect with AAED →
Read the Full Strategic Plan
Download the complete 2026–2030 Strategic Plan or the four-page overview to share with your team, board, or community.
OVERVIEW
FULL DOCUMENT