Phoenix (STN) – Strike up the pep bands, cue the crowds, and get ready for the Madness. For the first time, the NCAA Women’s Final Four is coming to Phoenix, and it is the latest in a long line of major events Jay Parry has helped bring to the Valley.
As part of the March episode of ‘It Happens at STN,’ Parry, president and CEO of the Arizona Sports and Events Alliance and CEO of the Women’s Final Four Host Committee, explained how bringing the NCAA Women’s Final Four to Phoenix presents an opportunity to showcase Arizona on one of the biggest stages in sports.
“This is a huge opportunity for us,” she said.
Parry has spent her career helping bring some of the world’s largest events to the Valley. Her résumé includes leadership roles with the Phoenix Mercury, the WNBA, two Arizona Super Bowl Host Committees and the 2024 NCAA Men’s Final Four.
WATCH: Jay Parry leads Phoenix toward a historic sports moment
Now, with the Women’s Final Four arriving in downtown Phoenix, Parry said the moment feels especially meaningful.
“The Final Four is the premier elite mega event in women’s sports,” she said. “And it’s going to be right here, and we’re going to be ready for the moment.”
Preparation for an event of that scale has taken more than 18 months and required coordination across a wide range of partners.
“It’s been all of our partners,” Parry said. “The NCAA, ASU as the host institution, the city of Phoenix, business leaders, Native American communities. Everyone is coming to the table to make this an amazing event.”
Managing events of that size also requires calm leadership when challenges arise.
“We think about it as prepare, prepare, prepare,” Parry said. “Having a really solid plan is job one.”
Even with careful planning, she noted that adjustments are inevitable.
“We know there are going to be mid-course corrections,” she said. “It’s about having the right stakeholders around the table and strong communication so when it’s time to pivot, we can act quickly and calmly.”
The timing of the event also comes during a historic moment for women’s sports.
“We’ve never seen this much interest in women’s sports and women’s basketball,” Parry said. “Television ratings are up, social media engagement is up. It’s unprecedented.”
For Parry, hosting the Women’s Final Four is another sign of the Valley’s growing momentum as a destination for major events. Two weeks after the Women’s Final Four, Phoenix will host the Forbes 30 Under 30 Summit, followed less than a year later by the 2027 NBA All-Star Game.
“It allows us to showcase Arizona on a global stage,” she said. “And it shows what an inclusive and dynamic community we have here.”
