Date: 202111
Local time of day: 1201-1800
Location: ZZZ.Airport, US
Aircraft: Skyhawk 172/Cutlass 172
Operating under: Part 91
Flight plan: VFR
Flight phase: Landing
Airspace: Class D ZZZ
ATC / advisory: Tower ZZZ
Second aircraft: PA-28 Cherokee/Archer/Dakota/Pillan/Warrior
Reporter organization: Government
Reporter function: Supervisor / CIC
Reporter qualification: Air Traffic Control Fully Certified
Human factors: Distraction; Confusion; Situational Awareness
Second reporter function: Local
Anomaly: ATC Issue All Types; Conflict Ground Conflict; Less Severe; Deviation - Track / Heading All Types; Deviation / Discrepancy - Procedural Clearance; Ground Incursion Runway
Detector: Person Air Traffic Control; Person Flight Crew
When detected: In-flight
Result: Air Traffic Control Issued New Clearance; Air Traffic Control Provided Assistance
Contributing factors: Environment - Non Weather Related; Human Factors
Primary problem: Human Factors

Narrative: Previous controller had multiple aircraft in the pattern all on Runway XYL. With multiple aircraft waiting to depart; I instructed them to change the aircraft in the pattern to Runway XYR. Relieved controller was given traffic and was told we were in the process of changing all traffic pattern to Runway XYR with multiple aircraft waiting to depart Runway XYL. Aircraft X was cleared for the option Runway XYR. However; both the local and myself missed the fact that they did not read back the runway; and just read back cleared for the option. Aircraft X was following another aircraft to Runway XYR and reported that aircraft in sight. Local Control cleared Aircraft Y for takeoff on Runway XYL. Local then realized that there was an aircraft touching down on Runway XYL simultaneously; while Aircraft Y was stating that there was an aircraft on the runway. Local cancelled takeoff clearance. Aircraft Y was still holding short of Runway XYL. Local told Aircraft X to make it a full stop and gave them [a] possible pilot deviation; contact Ground Control. Ground Control then gave the full brasher statement to Aircraft X. In addition; while Aircraft X was in the pattern; Local had to give the same instructions multiple times.We used to do pilot controller meetings on a regular basis. However; due to Covid and staffing; we have only been able to do one this year and it's been about six months. Pilot controller briefings help the pilots know that we are a team and reiterates the safety aspect of them paying attention and listening. It becomes even more difficult when we are busy and each aircraft takes multiple calls to get the instructions.


Second narrative: Cleared for the option; continue on right closed traffic. 'Closed Traffic;' with multiple (4+) aircraft in closed traffic; 5 aircraft holding at the runway for departure and multiple aircraft inbound to the airport from different directions.The previous Controller briefed me that Aircraft X had not been responding to transmissions.One of my first transmissions was to tell Aircraft X to make right closed traffic. After 3 times; he never responded and continued flying Runway heading.  Finally; the pilot acknowledged and turned right crosswind.  On the midfield downwind; the pilot was told he was following the aircraft a mile straight ahead of him and was told 'Runway X-Y-right; cleared for the option; continue on right closed traffic.'  No response.  So; I said it again.  No response.  After the third time I heard the pilot acknowledge.Setting up all my traffic on the parallel runway; I could finally get my departures out.  I cleared the first aircraft for takeoff and the pilot responded that he was going to wait for the landing aircraft first.  Aircraft X was just about to touch down on the numbers for Runway XYL!  Neither myself or the supervisor who was plugged in monitoring; saw Aircraft X on the final for Runway XYL.  First thing I did; was cancel the takeoff clearance and tell the pilot to hold short of XYL at [Taxiway] 1.  I then told Aircraft X to make his landing a Full Stop and exited him at [Taxiway] 2.Recommendation - We used to conduct pilot safety briefings with the ZZZ flying community each quarter; also another safety briefing with the flight schools.  All of the safety briefings have been indefinitely suspended.  I believe these were critical in keeping everyone aware of the safety issues and topics.  Like what to do in the event of radio/communication failure situations...?The fact that there was an instructor pilot on board Aircraft X who; if there were indeed having any radio problems; might have thought it prudent to request a Full Stop landing to try and address the issue; bothers me a bit.  The previous Controller said that he had problems with Aircraft X's communication since they became airborne; almost 30 minutes prior to this incident.They were told multiple times to follow the aircraft straight ahead of them (who was landing on XYR).  They were told multiple times 'Runway XYR cleared for the option.'  In the end; they still landed on Runway XYL.


Synopsis: Tower Front Line Manager and Tower Controller reported a conflict between a landing aircraft and an aircraft getting ready for takeoff.  The Controller stated the landing aircraft was not responsive to communications which contributed to the event. The Manager and Controller recommended they re-institute pilot safety briefings to minimize similar events from occurring.