Oro Valley, incorporated in 1974, is a suburban town located 6 miles (9.7 km) north of Tucson, Arizona, United States in Pima County. According to the 2010 census, the population of the town is 41,011, an increase from 29,700 in 2000 census. Dubbed the "Upscale Tech Mecca" of Southern Arizona by the Arizona Daily Star newspaper, Oro Valley is home to over 10 high tech firms and has a median household income nearly 50% higher than the U.S. median. The town is located approximately 110 miles (180 km) southeast of the state capital of Phoenix.