Spirit of Arizona Tours (SOA) offers a one-of-a-kind experience that blends history, mystery, and culture into captivating guided tours. As a locally owned and operated company, SOA takes pride in showcasing the hidden gems of Phoenix – those often overlooked or underappreciated by visitors.
With a passion for storytelling and a deep appreciation for the region’s rich history, the company’s tours offer a unique perspective on the city’s past, from true crime and ghost stories to the beauty of its murals and tacos. Founded in September 2019 by AZ native Jarrod Riddle, SOA Tours was born from a desire to share the lesser-known stories and sites of Phoenix with visitors and locals.
“Arizona has much more to offer than Sedona or the Saguaro,” Riddle said. “This city is the heart of the Old West. We offer tours that delve into the city’s untold stories, it’s fascinating history, and the quirky mysteries that make this place so special.”
One thing that sets Spirit of Arizona Tours apart from other tour companies is its focus on providing personal, engaging, and educational experiences. With a small, passionate team – Riddle and one other guide – the tours are designed to feel like you’re sightseeing with a knowledgeable friend. There’s no memorized script. Instead, Riddle caters the tours based on guest interest, ensuring each experience feels unique and tailored.
“The most rewarding part for me is when guests connect with Arizona in ways they didn’t expect,” Riddle said. “Sometimes, even locals are surprised by the new things they learn. I love it when people walk away saying, ‘I never knew that!’ I love that ‘wow’ factor.”
SOA offers custom tours for those looking for something more personalized, and there are four distinctive tours (from $69-$99 per person) that cater to different interests and curiosities:
Murders and Mysteries True Crime Ghost Tour: A thrilling and eerie nighttime adventure, this tour delves into dark history with tales of true crime, unsolved murders, and ghostly encounters. As the only tour company with access to the infamous Winnie Ruth Judd Trunk Murder House, this tour offers an exclusive experience that can’t be found anywhere else.
Explore Phoenix Points of Pride: This tour celebrates Phoenix’s culture, history, and landmarks. Guests explore the city’s most iconic sites while learning about its architectural marvels and historical treasures.
Haunted Pub Crawl: Perfect for those who enjoy a mix of spooky stories and craft drinks, this haunted pub crawl takes guests to some of Phoenix’s most haunted drinking establishments. Along the way, they’ll hear chilling ghost stories and uncover the secrets of the city’s past.
Tacos and Murals Tour: A delicious and visually vibrant tour, this adventure combines a love of food with a passion for street art. Guests enjoy taco tastings at some of Phoenix’s best spots while exploring the city’s vibrant murals.
“Our tours are designed to be more than just sightseeing trips. They’re about creating an immersive experience, one that brings history to life through engaging storytelling and personal interaction,” Riddle said.
As an Emmy-nominated historian, Riddle’s background allows him to bring depth and authenticity to every tour. This expertise has even led to invitations from local libraries and museums to give lectures, which he’s always excited to do. To further expand the offerings, he’s considering adding an “education” page to the website, where guests can explore more about Arizona’s history through articles, videos, and virtual tours.
“We’re not just a tour company; we’re educators and storytellers,” Riddle said. “My goal is to share Arizona’s rich and diverse history with as many people as possible.”
With a deep love for Phoenix and its history, Riddle is excited to continue guiding visitors through the stories and sites that make this city special. Whether uncovering a haunting mystery, tasting the best tacos in town, or exploring the vibrant art scene, there’s always something new to discover with Spirit of Arizona Tours. Learn more at spiritofarizonatours.com.
