Of the two taxes, both of which are to be levied principally against tourists coming to this state - a hotel bed tax and a rental car tax - fully 29 percent would be returned to the region's tourism bureaus to promote this vital Arizona industry.

It's money the tourism industry desperately needs. One of the primary agencies for marketing tourism in the Valley, the Greater Phoenix Convention and Visitors Bureau, operates on an annual budget of about $9 million. The operating budget of its sister organization in Las Vegas, a chief competitor for Southwestern tourist dollars? More than $136 million last year.

Advocates of the ballot measure project a 7-to-1 return on every extra dollar raised and spent on tourism marketing by the new taxes. Over the course of the 30-year life of the taxes, tourism here could anticipate a marketing boost of nearly $250 million - the vast majority of it paid for by the visitors themselves.

These are taxes that industry analysts feel confident the market can tolerate. With a local hotel bed tax currently 2 percentage points lower than that in most competitor markets, the Valley's hoteliers could absorb the added percent tax with little or no impact on their business.

Likewise, the 3.25 percent rental-car surcharge keeps the rental-car tax within regional industry tolerance levels. A bonus for Arizonans: The surcharge won't be assessed against Arizona firms that provide rentals to motorists whose cars are in for repair. Again, it's a tax paid largely by tourists.

In total, residents of this state would contribute less than $1 million annually through these taxes, which conservatively could reap a net annual benefit to the state of $40 million by its fifth year, growing to $170 million by the 30th year.

Adding the financial benefits of sporting events such as Super Bowls, NCAA Final Four tournaments, the introduction of Major League Soccer, as well as the prospect of additional Cactus League teams training here, cumulative state revenues resulting from this measure could top $2 billion.

The Tourism and Sports Authority proposal on this fall's ballot benefits Arizonans in numerous ways. Besides tourism promotion, it would enhance the Cactus League, a cherished Arizona tradition. It would provide an average of $3 million annually to local amateur sports. And, yes, it would help keep the Arizona Cardinals and the National Football League here.

The driving force behind the measure is to establish a funding source for a professional football stadium that voters will accept.

Arizonans have made it clear that a taxpayer-funded stadium is not a priority.

But by investing in the vital tourism industry, by protecting a historic institution like the Cactus League, and by providing $3 million on average for Valley amateur sports, the Tourism and Sports Authority measure constitutes a value for Arizona that accommodates that point of view.