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12 May 2025
Spirit of Arizona Tours (SOA) offers a unique experience that blends history, mystery, and culture in one journey. Locally owned and operated, SOA takes pride in sharing Phoenix’s hidden gems—those lesser-known places that often slip under the radar of mainstream tours.
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Founded in September 2019 by Arizona native Jarrod Riddle, SOA was born from his desire to share Phoenix’s untold stories. As well as overlooked sites with locals and visitors alike. From true crime tales and ghost stories to the art of murals and the soul of the city’s tacos, Riddle’s tours provide a fresh perspective on the city’s past.
What distinguishes Spirit of Arizona Tours from other companies is its focus on creating personal, engaging, and educational experiences. With a small but passionate team, Riddle and one other guide, the tours feel like an intimate outing with a knowledgeable friend. Rather than relying on a memorized script, Riddle tailors each tour to the guests’ interests. This ensures a custom and unique experience every time.
Spirit of Arizona offers custom tours for those seeking a personalized touch. SOA has four distinctive tours (ranging from $69 to $99 per person) catering to diverse interests:
With an Emmy nomination and a deep passion for history, Riddle’s expertise shines through on every Spirit of Arizona tour. His knowledge has earned him invitations from local libraries and museums to deliver lectures, which he gladly accepts. Riddle’s mission is to share Arizona’s fascinating history with as many people as possible.
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As a passionate advocate for Phoenix’s past and present, Riddle is excited to continue guiding guests through the city’s captivating stories and hidden treasures. Whether exploring a haunting mystery, savoring the best tacos in town, or immersing in the vibrant art scene, there’s always something new to discover with Spirit of Arizona Tours.
Visit spiritofarizonatours.com for more information.
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