MEET THE TEAM
MEET THE BOARD
Daniel Matlick – Foundation President
Daniel Matlick moved to Tucson from New York with his family in 1977 when they purchased United Fire, located in the culturally rich and eclectic Fourth Avenue. Starting by sweeping floors and filling fire extinguishers, Daniel has risen to become the President and CEO of United Fire, now Arizona’s oldest full-service fire equipment company.
With 47 years of experience, Daniel has witnessed and contributed to the evolution of Fourth Avenue. He is a certified firefighter and was the first certified Jaws of Life instructor in Arizona, contributing to thousands of saved lives. He created a statewide Firefighter of the Year recognition award program and was a founding board member and development director for the Last Alarm Foundation, dedicated to honoring our firefighter heroes by providing their “Last Ride” on a beautifully restored 1954 fire truck. These accomplishments led to his distinction as the first non-fire department person inducted into the Arizona Fire Service Hall of Fame.
Daniel has been a pivotal figure in the community, serving as a North Fourth Avenue Merchants Association (FAMA) Board Director and President for most of the last 26 years. He has often volunteered as the Executive Director during vacancies, ensuring continuity and stability. Understanding the benefits of historic recognition, Daniel worked with consultants to have portions of Fourth Avenue designated as a Historic District. Recognizing the importance of nonprofit status for grant and donation opportunities, he persuaded the FAMA board over several years to form the Fourth Avenue Foundation, Inc., and successfully obtained the IRS 501(c)(3) designation. His persistence and investment of time and resources were instrumental in securing grants that supported local small businesses during the COVID-19 crisis.
Daniel has represented Fourth Avenue on various City of Tucson Committees, addressing critical projects such as the Underpass Replacement Project, Storm Drain improvements, Community Art Features, Maclovio Barraza Parkway, and the Modern Streetcar development. His efforts have preserved the often threatened bi-annual Fourth Avenue Street Fairs, generating over a billion dollars in economic impact, and secured half a million dollars in grants to support merchants and improve local infrastructure.
Fourth Avenue’s significance to Tucson’s culture, heritage, and future is immense, and Daniel Matlick takes great pride in his contributions to both the businesses and the community, ensuring it remains an enjoyable and important destination for all.
Bruce Hungate- Foundation Treasurer
Bruce arrived in Tucson in 1952 as a 1year old. His family came from a farming community in Illinois to buy an ice cream store in Tucson that turned out to be the Dairy Queen on 4th Ave and in 1969 purchased the property where it is now located.
He took over operations at the DQ in his early 20’s and soon after began working with local 4th Ave merchants who wanted to create more synergy by getting the merchants to work together. As a result our Street Fairs have become locally and nationally renowned. Bruce is a founding member of FAMA, the organization was created in August of 1983.
After developing Dairy Queens in Southern California from 1987 through 2002, Bruce returned to Tucson to operate the family Dairy Queen and reconnect with the Fourth Avenue Merchant Association.
Bruce has been an active FAMA member/board member for over 40 years, his primary role with organization has been as Treasurer and that continues today. Having been in that position for a number of years it became obvious that the Street Fairs alone would not produce enough revenue to provide necessary services to our area, services that the City of Tucson could not provide. Bruce assisted with formation of the Fourth Avenue Foundation, a 501 (c) (3), which allows for Grants and Donations.
Craig Wilson – Foundation Board Member
Craig started his gift store as the first tenant in the 500 N 4th Ave newly remodeled corner in 1980. Creative Ventures grew three times at that location before purchasing the property at 522 & 526 N 4th where Creative Ventures was for 30 years. 2019 Craig & Connie sold the property to Sky & Sand. Craig has always been involved with the Merchant Association and is a past president. Craig is semi retired but his short term rentals keep him busy. Craig volunteers as a community advocate with Tucson Police Department serving on the force review board. He also helps out at police academy roll playing for new recruits.
Craig loves his family, (especially grandkids) golf, 4th Ave and the Wildcats… Pretty much in that order 
Donna DiFiore, Board Vice President
When I arrived in Tucson in 1976, I gravitated to Fourth Avenue immediately because of acquaintances. I was employed by Mrs. O’leary’s Cow, then How Sweet It Was. Soon after I worked for Steve Seidlinger at The Catalyst on 5th Street. From there I began my long career with Delectables Restaurant & Catering that spanned 4 decades and simultaneously, was introduced to FAMA.
For years I have enjoyed my fellow merchants who have weathered many hurdles while operating their beloved business creations. The overall drive, creativity and diversity were exciting not only to the merchants but also to the city at large. Being a part of that community continues today, sitting on the Foundation Board representing in many ways not only the possibilities of the future but also the many stories of our past.
Daniel Matlick – President
Donna DiFiore – Vice President
Bruce Hungate – Sec./Treasurer
Lizzy Mead – Director
Craig Wilson – Director
Tim Cronin – Director