Diana Soto, AZED Pro
Economic Development Coordinator
Town of Prescott Valley
Member since 2023
Diana Soto is a bilingual, dynamic leader with a knack for business innovation, economic growth, and community development. With over a decade of experience, she excels at strategic planning, process optimization, and building inclusive teams that get results. From attracting investment to promoting local growth, Diana’s expertise spans non-profit management, startups, and economic development. Currently, the Economic Development Coordinator for Prescott Valley, Diana, has been busy since September 2023 creating strategies that attract new industries, support local businesses, and spark entrepreneurship. She’s played a key role in marketing the town to investors, promoting tourism, and launching community-driven campaigns like Restaurant Week and Shop Local, all aimed at boosting sales and supporting the local economy. Diana’s hands-on leadership and creative thinking have made her a key go-to person for fresh ideas at the Town.
Prior to joining Prescott Valley, Diana spent over a decade with the Greater Coachella Valley Chamber of Commerce, serving in various leadership roles, including Senior Director of Operations and VP of Events. She helped streamline operations, led revitalization efforts in downtown areas, and fostered small business growth. Diana was also instrumental in transforming the chamber into a regional powerhouse, adding five cities, growing staff, and improving financial support during the pandemic. She’s known for creating entrepreneurial programs and events that draw thousands of attendees and generate significant revenue. Her entrepreneurial spirit also shines through her ownership of Nana D’s Cakery, where she managed all aspects of a small food business. This experience allowed Diana to mentor other budding entrepreneurs and support home-based business operations.
With a BS in Business Administration from the University of Redlands, Diana is committed to continuous growth. She’s an active member of the Arizona Association for Economic Developers, where she serves as Committee Chair for Northern Arizona, and she’s also on the board for the Northern Arizona Council of Governments (NACOG) and a member of Yavapai County Economic Resource Alliance (YCERA). Diana’s certifications, including the AZED Pro, and her preparation for the CEcD national certification reflect her dedication to learning and advancing her skills. Her diverse background and passion for community development make her a catalyst for positive change and sustainable growth wherever she goes.
Please describe your involvement in AAED.
- Took over as Northern Committee Chair in 2024
- Fall Forum Committee
- Have attended Fall and Spring forums without fail
- New Member of the Year Award (2023-2024)
- Attained AZed Pro within the first year of membership
- Have expanded and strengthened my AAED network and have become a ‘go to’ resource in Northern AZ
Which committees have you served on?
Norther Committee (current Chair).
Why do you want to serve as a member of the AAED Board of Directors?
My interest in serving on the AAED Board is rooted in my direct involvement and belief in its mission. I’ve experienced the value AAED provides to economic development professionals and the broader community. Serving on the Board would allow me to contribute my experience and perspective at a strategic level, support strong governance, and help ensure AAED continues to grow, adapt, and lead. I see Board service as a meaningful way to give back to an organization that has positively shaped my professional engagement.