Sedona, Arizona - State Route 179
Meet the Red Rock Scenic Byway Team
Every member of our team brings a unique set of skills and expertise to the table. We're here to support and elevate visitors experience, community and business along the byway.
Edgar Lozoya - President
Edgar Lozoya is a seasoned hospitality executive with extensive experience in hotel management, revenue growth, and strategic leadership. He has been serving on the Red Rock Scenic Byway Board since 2008, beginning as Marketing Chair before taking on broader leadership roles, including Board Member of Village Park Recreation Inc., Red Rock Scenic Byway (RedRockScenicByway.org). As President, he continues to drive initiatives that enhance the organization's impact and industry presence.
He also leads EL Management & Consulting, providing strategic guidance to hotels in transition. With experience across major brands like Hilton, IHG, and Sonesta, Edgar brings a wealth of industry expertise to the Red Rock Scenic Byway and the hospitality community. He is also Asset Manager at Caribbean Hotel Developers, where Edgar oversees third-party hotel management, financial analysis, and capital planning to maximize owner returns. He holds a BS in Hotel & Restaurant Management from the University of Houston.
Celesty Claudio - Executive Director
Celesty’s leadership in destination marketing, project management, and digital innovation spans over 25 years. She has been a consultant with the Red Rock Scenic Byway organization since 2010, for Village Park Recreation Inc., Red Rock Scenic Byway, (Red Rock Scenic Byway.org), and has served as Executive Director since 2024. In this role, she leads strategic initiatives to promote the scenic byway and surrounding communities.
Celesty is the Partner Director of Project Management at LGDiversified.com, where she oversees the LGD Technologies division, specializing in technology and marketing solutions. She holds a Bachelor of Science in Business Administration with a concentration in Information Technology Management from Western Governors University. Additionally, Celesty has served for several years as a senior industry and media expert judge for the HSMAI Adrian Awards, which recognize creativity and innovation in hospitality advertising, digital marketing, and public relations across every segment of the industry, including hotels, airlines, cruise lines, car rental companies, cities, and tourism destination programs.
Her extensive background in sales, tourism, marketing, and e-commerce with major hospitality brands, coupled with her expertise in technology and leadership, makes her a key asset to the board.
Luz Wallace - Associate Director
Luz Wallace brings unique leadership and innovative skills as the newest Associate Director of the Red Rock Scenic Byway. An architectural designer and technology leader, Luz specializes in computational design, digital fabrication, and AI-driven workflows. As CTO and Architectural Designer at OLI Architecture in New York City, Luz integrates advanced technologies, AR/VR, and AI to enhance project delivery and create cutting-edge spaces that seamlessly blend nature and technology. She holds a Bachelor of Science in Landscape Architecture (BSLA) from Arizona State University and a Master of Architecture from the Pratt Institute in New York.
In addition to their role at OLI, Luz serves as a Visiting Assistant Professor at Pratt Institute, where they explore architectural narratives and the intersection of AI and design. With a background in landscape architecture and a passion for experimental fabrication, Luz offers a unique perspective on architectural innovation and design leadership.
Luz's previous work includes contributions to green roof designs, urban spaces, and residential projects at Christian Duvernois Landscape/Studio, NY. Her expertise in harnessing advanced technologies for design and innovation brings valuable insight to the Red Rock Scenic Byway leadership team.
Together We
Educate, Advocate, Promote, Engage, Connect and Celebrate
