Arizona Highways magazine is marking its 100th anniversary this April, and the milestone was celebrated with a special lecture hosted by the P.W. Litchfield Heritage Center.
Held at the Goodyear City Council chambers, the event drew a full audience, including a Goodyear councilmember, members of the historical society and groups from Sun City and Sun City West. Attendees gathered for an hour to hear from former Arizona Highways publisher Win Holden, who shared insights into the magazine’s legacy and the photographers who shaped its reputation.
“We're happy to be partnering with Arizona Humanities for today's presentation. This is part of our heritage lecture series,” said Lisa Hegarty, executive director of the P.W. Litchfield Heritage Center. “Our program focuses on the history of the Southwest Valley.”
“(We’re highlighting this Arizona) publication which is recognized as one of the highest travel magazines in the world,” said Hegarty.
Founded in 1925 by the Arizona Highway Department as a simple promotional brochure, Arizona Highways has grown into one of the most respected travel publications in the world. It has showcased the landscapes, culture, and history of Arizona for generations, captivating readers with striking photography and in-depth storytelling. Unlike many magazines that rely heavily on advertising revenue, Arizona Highways has sustained itself through subscriptions, book publishing, calendars, and retail sales, a model that has helped it outlast numerous national publications.
Win Holden presents a lecture for the P. W. Litchfield Heritage Center.
Mary Goldmeer\Independent Newsmedia
Holden, who served as the magazine’s sixth publisher beginning in 2000, detailed how Arizona Highways evolved from a government-issued pamphlet into an internationally recognized publication. He emphasized that its lasting success was driven by the photographers who defined the magazine’s visual identity.
“How it became this worldwide phenomenon that is so highly respected… in short, is the photographers,” said Holden.
Throughout his presentation, Holden highlighted the work of renowned photographers whose images have helped shape Arizona’s image for generations. Among them were Barry Goldwater, an Arizona political icon and accomplished photographer; David Muench, known for his striking desert and canyon landscapes; Esther Henderson, one of the magazine’s pioneering photographers; and Ansel Adams, whose black-and-white photography captured the grandeur of the Southwest.
“As you look at a magazine, whether it's Arizona Highways or National Geographic or whatever, I encourage you to step back and think about what that photographer might be trying to show you with their choices,” said Holden.
Beyond its visual storytelling, Arizona Highways has played a significant role in promoting Arizona as a travel destination. The magazine has inspired countless road trips, supported local businesses, and contributed to the state’s tourism industry by bringing global attention to Arizona’s natural wonders and cultural heritage.
“It’s a tough game,” said Holden. “You start thinking about the magazines that you know and grew up with as a kid and if any are still around, there are not many.”
Despite the challenges of the print industry, Arizona Highways continues to thrive, boasting subscribers in all 50 states and more than 100 countries. The magazine also has a significant economic impact, generating over $65 million annually for Arizona’s tourism industry.
“We're the best ambassador for the state of Arizona of anything the state, including in the good work done in the Arizona Office of Tourism,” said Holden.
The presentation featured a collection of historical and contemporary photographs, illustrating the magazine’s influence and its role as a cultural and economic force.
The lecture was part of the P.W. Litchfield Heritage Center’s ongoing speaker series, which explores topics related to the Southwest. The next lecture, scheduled for May, will feature historian Steve Hoza discussing The Wallace and Ladmo Show.
Visit pwlhc.org for more information on upcoming lectures.
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