ANNUAL REPORT

2 MISSION + BOARD MEMBERS AND STAFF 7 BOARD PROJECTS 3 BUDGET BREAKDOWN + BLOCK GRANTS 8–9 MEDIA, MARKETING & PUBLIC RELATIONS 4 EVENT GRANTS + EVENT RECRUITMENT 10 TRAVEL IMPACT STUDIES 5 COMMITTEES & BOARDS + STRATEGIC PLAN 11 2019 TRAVEL IMPACTS 6 R.E.A.C.H. AWARDS + TOURISM AMBASSADORS

EXPLOREWY.COM OUR BOARD MEMBERS & STAFF

MISSION: FRONT ROW BACK ROW NOT PICTURED

LINDA McGOVERN MARK LYON JANET HARTFORD TO ENHANCE THE Board Member Board Vice-Chair Board Member BRIDGET RENTERIA ERIKA LEE-KOSHAR DOMINIC WOLF ECONOMYOF Board Chair Board Member Board Member SWEETWATER JENISSA MEREDITH KIM STRID LUCY DIGGINS-WOLD COUNTY BY Executive Director Board Member Tour Guide ATTRACTING AND ANGELICA WOOD DEVON BRUBAKER GRACE BANKS RETAINING Board Member Board Treasurer Visitor Assistant STACY COLVIN GREG BAILEY Board Secretary VISITORS. Board Member The lodging tax was originally approved by Sweetwater County voters in 1991 at 2%. Sweetwater CHEZNEY GOGLIO County voters approved increasing the lodging tax to Marketing Assistant 3% in 2014 and 4% in 2018 with over 80% support.

LOCATION, LOCATION, LOCATION.

In April 2020, Sweetwater County Travel and Tourism relocated their office to 1641 Elk Street and opened the “Explore Rock Springs and Green River, WY Visitor Center.” Elk Street (Hwy 191) is the perfect location to offer information and encourage travelers to spend more time in Rock Springs and Green River as they travel to and from Yellowstone and Grand Teton National Parks. 2 BUDGET LODGING TAX BREAKDOWN COLLECTION FISCAL YEAR TOTAL % CHANGE 8% * 4% 2014-15 $701,395 12% 4% 2015-16 $961,006 37% 2016-17 $851,170 -11% 8% 2017-18 $889,207 4% 2018-19** $1,009,161 13% 76% 2019-20 $1,062,309 <1% * 9 months @ 2%, 3 months @ 3% ** 9 months @ 3%, 3 months @ 4%

MARKETING PLAN BLOCK EVENT GRANTS GRANTS Operational Costs and Staffing CHAMBER BLOCK GRANTS SEC BLOCK GRANT

ADMINISTRATION Out-Of-County Marketing and Operational Costs and Staffing Event Recruitment

| Any organization holding an event resulting in overnight stays at a Sweetwater County lodging property is eligible for T&T advertising and marketing or sponsorship funding. Grant EVENT hearings are held in March, June, September and December. THE TRAVEL & TOURISM BOARD COMMITTED FUNDING TO THE GRANTS FOLLOWING 2019 & 2020 EVENTS: 2019 2020 THE RIVER FESTIVAL SWCO 4H: THE HAIRY HORSE SHOW OVERLAND STAGE STAMPEDE RODEO WWCC: 2020 WY STATE SPELLING BEE SWEETWATER SPEEDWAY DIRT TRACK RACING CITY OF GR: ART ON THE GREEN HAMCON 2018 AMATUER RADIO CONVENTION RACE ON THE ROCK TRIATHLON SWEETWATER COUNTY HIGH SCHOOL & JUNIOR HIGH RODEO SWEETWATER HIGH SCHOOL AND JUNIOR HIGH RODEO SWEETWATER CLASSIC AQHA & OPEN SHOW SW WY EQUINE: SWEETWATER CLASSIC FLAMING GORGE DAYS AQHA & OPEN SHOW HIGH SCHOOL FINALS RODEO ACTORS’ MISSION: LONGMIRE: ROUNDUP AN EVENING WITH CRAIG JOHNSON RUN THE RED TRAIL RACE WYOMING STOCK GROWERS: BLUES N’ BREWS WY CATTLE INDUSTRY CONVENTION ART ON THE GREEN QUILT WYOMING 2020 GREEN RIVER KNIGHTS INVITATIONAL RIVER FESTIVAL SW WY REGIONAL AIRPORT OPERATORS CONFERENCE SWEETWATER BLUES & BREWS GREEN RIVER GRAPPLERS WRESTLING CAMP THE ROCK CHALLENGE SOCCER TOURNAMENT FLAMING GORGE CLASSIC BASKETBALL FLAMING GORGE CLASSIC BASKETBALL THOMAN INVITATIONAL WRESTLING THOMAN INVITATIONAL WRESTLING ROCK SPRINGS AVENGERS CO-ED TOUGH TURKEY VOLLEYBALL TOURNAMENT ROCK CHALLENGE SOCCER TOURNAMENT 2018 RURAL FIRE ASSOCIATION & FIRE CHIEFS CONFERENCE ROCK SPRINGS CIVIC CENTER: BUD CUP HOCKEY TOURNAMENT DECEMBER DUNK BASKETBALL OVERLAND STAGE STAMPEDE RODEO OVERLAND STAGE STAMPEDE RODEO SWAT/SHIVER IN THE RIVER QUILTING ON THE GREEN UNITED SOUTHWEST AQUATICS: SHIVER IN THE RIVER SWIM MEET ASSOCIATION CONFERENCE WIND & MUD HOCKEY TOURNAMENT AMATEUR HOCKEY: 35TH ANNUAL BUD CUP HOCKEY DROP IN HOCKEY TOURNAMENT Many 2020 events were canceled or rescheduled due to COVID-19. EVENT & INTERNATIONAL TOUR RECRUITMENT

DON’T JUST VACATION. JUMP INTO Since 2010, SWCTT has worked with several local partners to Explore 13,200 square kilometers of public land. Soak up the sunshine and ADVENTURE catch the “big one” on Lake Flaming Gorge. Mountain Bike through the high desert. Kayak on the Green River. The only question is—how long should you CHOOSE YOUR OWN ADVENTURE CAMPGROUNDS & ACCOMMODATIONS stay to fi t it all in? successfully recruit numerous events, which have brought

Green River Whitewater Park and Tubing Channel » Family Friendly Lazy River » Splash Park SWEETWATER COUNTY AT A GLANCE ROCK SPRINGS & GREEN RIVER WEATHER » Kayak Park Boasting 244 days of sunshine a year, the area thousands of visitors to the area. These events include the 2013 & 40 Lodging Establishments is perfect for year-round travel. Experience each season in Sweetwater County! 70+ Restaurants Killpecker Sand & White Mountain Petroglyphs Month Average Temp. Outdoor adventure abounds in Sweetwater County, but 10 Flaming Gorge Campgrounds • 800-562-3254 244 Days of Sunshine Each Year April-October 83˚F | 28˚C two can’t-miss stops are the Killpecker Sand Dunes and » Antelope Flat » Greendale November-March 29˚F | -2˚C the White Mountain Petroglyphs. 1,500 Wild Horses That Call Sweetwater » Buckboard » Canyon Rim KOA, Rock Springs County Home The second largest active sand dunes in the world, the Crossing 307-362-3063 » Lucurne Valley Killpecker Sand Dunes stretch about 88 km from the GETTING HERE & GETTING AROUND » Cedar Springs 2014 State Boys and Girls High School Soccer Tournaments, as well Home to the World’s Largest Annual Green River Basin, across the , and into » Mustang Ridge The Travel Camp » Dripping Springs Outdoor Rodeo the Great Divide Basin, providing almost limitless outdoor » Hidden Board 307-875-2630 recreation. » Firehole Canyon Camp Home to the Most Miles of Still-Visible » Rock Springs – Sweetwater Pioneer Trails in the County Airport (daily United Take a short hike to the 91-meter-tall cliff face that is fl i g h t s ) Rock Springs sprung from the growth and development home to the White Mountain Petroglyphs, with etchings Home to the Second Largest Active of the area’s coal mining industry, which left behind » Salt Lake City International and carvings that were left behind by the Plains and Great DYNAMIC DOWNTOWNS Airport (2.5 hrs drive) Sand Dunes in the World a diverse melting pot in this high-desert oasis. Today, Basin Indians who lived in this area 200-1,000 years ago. the town is best known as a regional hub for dining, » Denver International Airport » » Home to Wyoming’s #1 Single Track (5 hrs drive) Murals Latino as the WY State High School Speech and Debate Tournament 2012- shopping and attractions. Market Mountain Biking Trail Wilkins Peak Bike Trail System » Breweries Green River is known for its natural beauty, carefully » Restaurants » I-80 corridor » Trails from beginner to advanced » Museums Home to the Largest Reservoir in Wyoming preserved public lands and many trails, parks, and » Performing unique rock formations. From world-class fi shing » Scenic Byway HWY 191 » 48+ km of marked trails outside Green River, WY Arts and wildlife watching to river rafting, kayaking and » Scenic Byway HWY 530 Home to the National Award-Winning » For more information: tourwyoming.com/ Downtown Rock Springs swimming, you will fi nd everything you need to enjoy this MountainBiking unique corner of Wyoming. #1 Single Track SIGNATURE EVENTS 14, 2017 and 2020. SWCTT recently recruited the 2022 & 2023 Jackson Hole 235 MILES TO Mountain Biking YELLOWSTONE Trail in Wyoming! NATIONAL PARK » » 183 MILES Flaming Gorge Days (June) Blues & Brews Festival (July) TO GRAND TETON singletracks.com NATIONAL PARK » » International Day (July) Flaming Gorge » Wyoming’s Big Show (July-August) Country has 191 SWEETWATER » River Festival (August) FLAMING GORGE nearly endless COUNTY ways to CULTURAL OPPORTUNITIES » Horse Racing (September) COUNTRY explore with biking, hiking, camping, rafting, » Concerts (Year-round) State 3A & 4A Boys and Girls Soccer Tournaments, which will fi shing, boating and more. For those who 5 Local Museums prefer to take it easy, just sit back and soak » Equestrian Events (Year-round) up the scenery along the Flaming Gorge » Old West outlaw history » Motor Sport Events (Year-round) Rock Springs 337 MILES TO Scenic Byway that encircles the 91-mile 80 80 Green River DENVER, CO » Mining & railroad history long lake. This is the perfect way to see a 186 MILES TO variety of wildlife, mountain vistas, desert SALT LAKE CITY, UT 191 Dinosaur Exhibit FOR MORE INFORMATION: landscapes, unique rock formations and Jenissa Meredith, MA more. Book your tour today. » 5 life-size replicas of the dinosaurs that once called Wyoming home Executive Director [email protected] generate a significant economic impact for Sweetwater County. (307) 382-2538 TOURWYOMING.COM4 | GREEN RIVER  1.800.FL.GORGE | ROCK SPRINGS  1.800.46.DUNES TOURWYOMING.COM | GREEN RIVER  1.800.FL.GORGE | ROCK SPRINGS  1.800.46.DUNES COMMITTEESCOMMITTEES && BOARDSBOARDS

JENISSA MEREDITH EXECUTIVE DIRECTOR INVOLVEMENT

WYOMING TRAVEL INDUSTRY COALITION BOARD MEMBER

SWEETWATER ECONOMIC DEVELOPMENT COALITION ADVISORY BOARD SUPPORT MEMBER

SWEETWATER COUNTY EVENT RECRUITMENT COMMITTEE CHAIR SWEETWATER COUNTY LODGING ASSOCIATION CHAIR ROCK SPRINGS BEAUTIFICATION COMMITTEE CHAIR FLAMING GORGE PROMOTIONS COMMITTEE VICE-CHAIR

DESTINATIONNEXT & STRATEGIC TOURISM PLAN

SWCTT partnered with the Wyoming Office of Tourism and Young Strategies to create a 5-year strategic plan. This plan will better position Sweetwater County for future growth as a travel destination by identifying opportunities and strategies for growth, from a development lens, as well as the exploration of regional and multi-county opportunities.

DestinationNEXT is a self-assessment online survey, that was taken by 50-75 travel industry leaders and local stakeholders in Sweetwater County, to identify destination strengths, weaknesses, opportunities and threats, aimed at identifying future development opportunities. Young Strategies presented the survey results at a dedicated planning session.

The Strategic Plan provides multi-year destination guidance for the SWCTT board and community leaders.

• Continue to Build the Brand • Develop Tourism Products and Experiences • Support the Development and Retention of Quality Hospitality Workforce • Advocate for Travel Industry Issues • Align Strategic Planning Efforts with Local Partners

| RARE AND EXCEPTIONAL ACHIEVEMENT R.E.A.C.H. AWARDS FOR CUSTOMER SERVICE IN HOSPITALITY

The Sweetwater County Travel & Tourism Board recognizes outstanding customer service in the local lodging industry through the R.E.A.C.H. Awards Program. The importance of these efforts warrant consistent recognition.The R.E.A.C.H. awards luncheon is conducted each quarter of the year because these employees are truly the backbone of the Sweetwater County Tourism industry.

The Sweetwater County Tourism Ambassador PROGRAM CURRICULUM COST/RENEWAL program is a multi-faceted program that MODULE 1: The Power of Tourism There is a one-time, non-refundable, non- serves to increase tourism by inspiring front- MODULE 2: Discovering Sweetwater County transferable application fee of $39 and an line employees and volunteers to turn every MODULE 3: Knowing, Finding, and Using annual renewal fee of $19 per person. In visitor encounter into a positive experience. Resources addition to the renewal fee, CTAs must log When visitors have a positive experience, MODULE 4: Exceeding Customer Expectations 50 CTA points throughout the year, earned they are more likely to return in the future The curriculum is delivered through reading through a variety of activities. and also share their experience with others. assignments and in-class participation. Everyone benefits - the visitors, the industry, Tourism is an Economic Engine in the local economy, and most importantly, the PROGRAM REQUIREMENTS Sweetwater County. Front line employees, front-line worker. Every certification program requires and residents that interact with visitors and successful completion of the core curriculum. potentional residents, help support and FOR EMPLOYERS The following recaps the requirments to earn ensure the success of the local economy as The Sweetwater County Tourism Ambassador the CTA designation: a whole. Visitors and potential residents who program teaches hospitality professionals have a positive experience in the area are and voluteers best practices and ensures • Complete required reading and learning more likely to stay longer, return for another they understand their role in boosting assignments. Reading material is sent trip, and tell family and friends about the tourism in the area. The program helps out 2 weeks prior to the class date. area. staff increase their knowledge of the county • Attend a 4-hour interactive classroom and enhances their confidence in providing session. With the CTA program we hope to give front answers and resources to a variety of visitor • Complete an open book exam at the end line employees the tools and resources questions. CTA provides an opportunity of the session. they need to be ambassadors for the great for certified employees and volunteers to community in which we live and work. meet and collaborate with their peers, share Upon successful completion, participants will experiences, learn from one another, and earn a CTA designation and recieve a CTA CLASS SCHEDULE/ENROLLMENT work to create a positive visitor experience. certificate and lapel pin. An annual renewal For a class schedule and online enrollment, process of certification is also necessary to go to www.ctanetwork.com. If you have any FOR EMPLOYEES & VOLUNTEERS maintain your certification. questions, please don’t hesitate to contact What separates the Sweetwater County us at [email protected] or call (307) Tourism Ambassador Program from other PROGRAM BENEFITS 382-2538. training programs is that it’s a certification, • Build valuable skills not just training. Employees and volunteers • Career advancement who complete the program receive a • Networking opportunities credential and accompanying intials that • Receive frequent tourism updates on can be used behind that person’s name to events, etc. denote their commitment to their profession • Provides meaningful credential e.g., John Doe, CTA. The CTA logo may also be used on your website, business card/ communications with approval. 6 BOARD PROJECTS

ROAD TRIPPIN’ SWCTTB partnered with KUTV Channel 2 News from Salt Lake City, Utah to feature the new Explore Rock Springs & Green River, WY Visitor Center and businesses in downtown Rock Springs.

GOOGLE DMO PROGRAM SWCTTB had great success this year joining the Google DMO Partnership FLAMING GORGE SCENIC BYWAY Program. The program is designed to SWCTT has worked to promote the Flaming Gorge Scenic Byway provide tools and tactics to improve the for decades and recently submitted an application to the Federal completeness, quality and accuracy of Highway Administration to designate the byway as an All- destination content across Google Maps, American Road as part of the National Scenic Byway program. Destination Travel Guides and more. This designation would open up opportunities for funding to As part of the program, Sweetwater build out turn outs, interpretive signage and amenities along the County Travel and Tourism made 206 byway. The status of the application is TBA.

to the northeast and also marks a crossing of the panorama of desert, buttes, and wild lands. A short contributions to Google to update and Historical Marker the vistas you see here are remarkably similar to Hikers can remain along the rim or drop down into Honeycomb Buttes historic freight and stage road used to haul supplies walk south reveals the mysterious Pinnacles.

The South Pass area of the Red Desert has been a those viewed by thousands of travelers in the past. the basin. Keep an eye out for fossils, raptors, and The Honeycomb Buttes Wilderness Study Area is to South Pass City. See map for recommended hiking human migration pathway for millennia. The crest A side road from the county road will take you to bobcat tracks. one of the most mesmerizing and difficult-to-access access roads for hiking in this wilderness study area. The Jack Morrow Hills several historical markers memorializing South Pass of the Rocky Mountains flattens out onto high-el- landscapes in the Northern Red Desert. These The Great Divide Basin The Jack Morrow Hills, named for a 19th-century evation steppes, allowing easy passage across and the historic trails. Oregon Buttes badlands are made of colorful sedimentary rock crook and homesteader, run north-south between the Continental Divide. Native Americans and their The Oregon Buttes, another wilderness study layers shed from the rising Wind River Mountains As you drive through this central section of the the Oregon Buttes and Steamboat Mountain and ancestors crossed Indian Gap to the south and Whitehorse Creek Overlook area, stand proudly along the Continental Divide, millions of years ago. Iron-rich minerals in these Northern Red Desert, you’ll cross into the Great define the western edge of the Great Divide Basin. traveled this area to hunt and trade. European Whitehorse Creek is one of the easiest landscapes sentinels to the Great Divide Basin, and mark the sediments transformed into vibrant reds, purples, Divide Basin, the only place in North America where These hills are a complex of sagebrush-clad ridges Americans first traversed the pass in 1812 and to access in the Northern Red Desert. A short drive northern edge of the Jack Morrow Hills. European yellows, and greens. The gray and brown layers the Continental Divide splits into two paths, creating and rims, with seeps and drainages that provide were followed by fur trappers, missionaries, from the county road offers excellent viewpoints American emigrants traveling westward along the above these colorful badlands are composed of a basin in the middle where waters flow neither to important habitats for birds and ungulates, including improve content available to Google pioneers, Pony Express riders, and gold prospec- along the ridgeline that marks the wilderness study Oregon, California, and Mormon Trails entered sediments from lakes and tropical swamps that the Atlantic nor the Pacific. The road runs along a sage-grouse, , elk, and mule deer. Sports- tors. Our nation’s history of westward expansion area’s northern boundary, where visitors can look Oregon Territory after crossing South Pass just were home to massive turtles, crocodiles, fish, and rim of land looking south towards Alkali Draw and men and women prize the chance to hunt the elk that was etched into the sagebrush sea here: the out over the magnificent striped badlands in the west of the buttes, which gave these iconic small mammals for millions of years. In the present The Pinnacles Wilderness Study Areas. Alkali Draw roam between the dunes, the Jack Morrow Hills, and Oregon, California, and Mormon National Historic foreground and enjoy an expansive view of the formations their name. The springs along their environment, horned lizards abound, as do small contains rugged cliff escarpments, and its springs the badlands of the Great Divide Basin. The east- NORTHERN ROUTE NORTHERN Trails cross over from the east to enter what was Wind Rivers. There are areas here for primitive eastern flanks, and the hardy stands of pine and mammals—including bobcats. Desert elk find refuge and seeps help support several wildlife herds. The facing slopes of Bush Rim sport a kaleidoscope of known as the Oregon Territory. As many as 500,000 camping, including a rock fire pit. (Be sure to aspen, bitterbrush communities, and sagebrush, in the maze of badlands. The Honeycombs offer Pinnacles are named for their pyramid shapes and colorful sediment layers and hidden springs support- emigrants in the mid-late 1800s followed these bring your own firewood and do not cut down or are crucial for a variety of wildlife. Today, local some of the West’s best hiking, photography, and colorful landforms. This country is some of the ing lush groves of trees that offer shaded respite for a trails alongside oxen-drawn wagons or pulled use the local limited wood.) The pitted sandstone adventurers climb the buttes to enjoy the views of stargazing. Nearby is Continental Peak, a summit that wildest undeveloped desert lands in the northern convenient lunch spot. handcarts, constituting one of the largest voluntary outcrops and cliffs along the rim, as well as the the Great Divide Basin and Wind River Mountains. offers tremendous views and is well worth the climb. Rocky Mountain states. At the suggested stop, take human migrations recorded. The dirt ruts visible at twisted juniper, pine trees, and dense sagebrush Easy hiking access to the crest of the buttes is The suggested stop offers views of the Honeycombs time to get out of the vehicle and view the 360-degree users. One-Hundred forty-four photos this stop are those of the actual , and help support mule deer and a resident elk herd. from the northern height of the road, as marked. 109°30'0"W 109°15'0"W 109°0'0"W 108°45'0"W 108°30'0"W # L Sweetwater Wildcat Butte O ock 132 !9 !9 # U R Cr. 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¤ White D T k # E 7654 ft R Black Rock U U oc andL State Highway 28, the route is entirely on dirt or gravel Mountain k 7201 ft MT 3 4 1.9 miles B O C of the Red Desert. r roads. The Red Desert is a wild, backcountryS landscape— N. PetroglyphsWHITE MTN. eek N 4 23.3 miles k # 5 A e Spring Butte SD please respect its remote nature and come prepared! e Y r 7591 ft 19N R 17 C WYOMING 5 6 9.3 miles r Deer Butte B e # Hatcher Mesa The entire loop can be driven in a long day k 7891 ft # B with c 7636 ft I e ID T 6 7 12.4 miles p C T D Emmons Cone ll E limited time for short stops and hikes. The route can be i R O # 7863 ft an Wash R K # ead M Business Provider,” which allows them N N Cabin Butte D C 7 8 3.4 miles T Map Extent NE accessed from either south or north, from US Highwayeek 191 O 7990 ft I R

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§ e t ¨¦ e Map Projection: Lambert Conformal Conic e t " t r t 7486 ft Green River 29 e 0 2.5 5 # i # r r te C Map Datum: North American Datum 1983 Ice Cream B Green River it !­ US National Forest 37 £191 C B ¤ Miles Cartography: Lauren Heerschap 2019 r O Historic District !Z!O!¸!³ . V IL E LAN A RL VER D T R A 109°30'0"W O 109°15'0"W 109°0'0"W 108°45'0"W ND 108°30'0"W T R A IL Steamboat Mountain and Mountains. The aspen glades on Steamboat’s nearly the entire stretch of the Sand Dunes, with Black White Mountain Petroglyphs site sacred. Please be respectful and do not touch ponds which are formed when sand blows over and northern slopes are a favorite of campers and Rock and Spring Buttes in the foreground. The White Mountain Petroglyphs, containing or deface the petroglyphs. They are located on the insulates snow drifts in the winter, causing pockets World’s Longest Deer Migration hunters. The boulder fields and cliffs on the northeast Tri-Territory Historical Marker hundreds of carved figures etched into the sand- cliff face at the end of a ¼-mile foot-path. of hardened snow that melts out slowly in the spring A massif visible for miles and recognizable for side (visible from the noted viewpoint) served as a stone bedrock, is estimated to date back some and summer. Standing 400 feet tall just south of The Tri-Territory Historic Site marks the spot where Sand Dunes and Boar’s Tusk the small pyramid midway along its otherwise flat buffalo jump for Native American hunters—a place 200–1,000 years. The area is managed to protect the sand dunes is a rare monolith: Boar’s Tusk. This summit, Steamboat Mountain rises above the Jack where the animals were herded off a steep incline Mexico, the Louisiana Purchase, and the Oregon this important artifact of Plains Indian rock art. The sand dunes that stretch more than 100 volcanic plug—the core of an extinct volcano—is Morrow Hills in the background. Indian Gap Trail, a and killed. The Red Desert is home to the southern Territory intersected. This isolated location tells Cultural historians and tribal elders believe most of miles—from near Farson to the an icon of the Northern Red Desert and sacred to favored Plains Indian route across the Red Desert, terminus of the longest mule deer migration in the the story of the western expansion and how three these etchings were created between the late 18th to the east—make up one of the largest “living” many Native Americans. Take the 1a access road passes directly to the west of Steamboat and east world. Every spring, thousands of deer leave their nations competed and fought for control of the North and early 19th centuries, with many scenes depict- sand dune complexes in the United States. The for hiking within the Sand Dunes Wilderness Study of Essex Mountain. Steamboat is a volcanic butte winter range in this area and cross Steamboat American continent. The snowy crest of the southern ing hunting and wildlife, contact with European complex contains four wilderness study areas Area and proceed to the 2b road for access to the similar to the other dramatic buttes to its south, Mountain toward summer range in the Hoback region Wind River Mountains—renowned for its rock culture, and the advent of horses. Members of the and the Killpecker Sand Dunes Open Play Area. motorized play area and campground. south of Jackson. At the top of the road, you can see climbing terrain—is visible to the northwest.

SOUHTHERN ROUTE including Black Rock, Spring Butte, and the Table Shoshone, Arapaho, and Ute tribes consider this These shifting dunes contain numerous ephemeral

| MEDIA, MARKETING & PUBLIC RELATIONS SUMMARY TRADITIONAL ADVERTISING TRAVEL GUIDE FULFILLMENT NEW CONTENT Print/Billboard/Direct Fulfillment/Broadcast • 16,928 total leads fulfilled by the travel guide in 2020 • Socially Distant Activities • 2020 Wyoming Travel Journal • 16,021 Email Leads • Adobe Town • Wyoming Office of Tourism Direct Mail Fulfillment • 1,747 Digital Travel Guide Views (up 273% from 2019) • Wildlife Viewing • That’s WY – Spring integrated insert campaign • 1,939 Travel Guide Orders from TourWyoming.com • 5 Tips for Adventuring Responsibly (newspaper / online / emails) (up 26% from 2019) • 7 Reasons to Exit at Rock Springs & Green River • Casper Star-Tribune – Roam Wyoming Staycation • Flaming Gorge Tour • Utah Life Magazine DATABASE MANAGEMENT & ENEWSLETTER • Tourism Partner Information • 5280 Magazine (Colorado) • In December 2019, the database was cleansed by • Meeting Planners • Elevation Outdoor (Denver/ Front Range) removing inactive users. • History of Green River • In state Radio (Big Horn Radio network, Cowboy State • 54,190 Subscribers • Guide to Family Fun News Network, TownSquare network) • Average monthly email open rate is 20% and 9.5% • Wyoming Press Association (40 newspapers click through rate OPTIMIZED CONTENT • Fishing throughout WY) WEBSITE MANAGEMENT (JAN.–DEC. 2020) • Billboards: US 191 (1.1 miles north of MM 3 WS) and • Ice Fishing • 132,379 Website Users (down 16% from 2019) I-80 E .6 miles East of Rock Springs Hwy 371 • 5 Safety Tips for Winter Road Tripping • 156,479 Website Sessions (down 20% from 2019) ONLINE ADVERTISING • 272,784 Website Pageviews (down 20% from 2019) SEARCH ENGINE MARKETING (JAN.–DEC. 2020) • WyomingTourism.org banners, listings, deals, and • With the assistance from the CARES Funding, the • Travel guide orders increased 56% YoY (773 vs 497). calendar website visits rebounded at the end of the year. (July While the conversion rate for travel guides increased • WyomingTourism.org emails (featured partner) and – Dec. 2020) 105% (2.94% vs 1.43%). custom emails • Website Users increased 21% from 2019 • Total goal completions (travel guide orders, • WyomingTourism.org online video page and custom • Website Sessions increased 14% from 2019 e-newsletter signups, contact us and survival guide content page • Website Pageviews increased 9% from 2019 requests) increased 46% YoY (863 vs 593). While the • WyomingTourism.org Road Trips paid social SEARCH ENGINE OPTIMIZATION overall conversion rate increased 92% YoY (3.28% vs • MyYellowstonePark.com – banners, custom emails, 1.71%). • In 2020, we created 10 new pages of content and lead generation • Videos produced 428,359 views at a 25% view rate optimized three existing articles. New content • Brand USA/WOT Coop New Enhanced City Page on and a $.01 cost per view. www.VisittheUSA in 7 languages included a range of topics from socially distant • Uber Media (programmatic) – mobile banners / activities to tourism partner information. Additional PAID SOCIAL (JAN.–DEC. 2020) geo-fencing itineraries and attraction pages were created based • Total Impressions = 3,570,409 • Salt Lake City Weekly eNewsletter and banners on keyword opportunities. Local insights allowed us • Clicks = 25,710 • Utah City Weekly – eNewsletters, custom emails and to optimize content such as the fishing and ice fishing • Click-Through-Rate = 0.72% banners activities pages. ExploreWY.com website visitors from • E-News Sign ups = 206 • Elevation Outdoor – eNewsletters, custom emails and organic search totaled 38,027. • Visitor Guide Requests = 293 homepage banner • Boulder Daily Camera (Colorado) – custom emails • Cowboy State Daily banner ads • Connected TV • Google PPC • Facebook / Instagram / Facebook Boosts – ads, custom audiences, retargeting, videos • YouTube

The Sweetwater County Travel & Tourism Board recently received two awards for their new website at TourWyoming.com. Travel Weekly and the Web Marketing Association both recognized the site for outstanding quality. 8 COVID-19 ADVERTISING: CARES ACT DMO RELIEF FUNDS Here in Sweetwater County, we’ll be ready to welcome you back when the time is right. And now more than ever, the well-being of locals, visitors and wildlife are a top priority. When you’re ready to explore again, remember to travel responsibly so we can all enjoy the epic adventures and wild beauty only found in Rock Springs and Green River. In the meantime, discover vivid imagery, videos and virtual tours of Southwest Wyoming to inspire your future getaways.

RESTAURANT GUIDE

2020 TRAVEL GUIDE

SOCIAL MEDIA

TRADITIONAL CAMPAIGN

Road tripping to Wyoming’s National Parks is more than a quintessential American West experience. It’s about hitting “reset.” Escaping into a backdrop of pure nature, discovering extraordinary panoramas, and exploring western history at its finest. Gazing through the windshield just won’t do. Don’t Just Vacation. Explore.

EXPLOREWY.COM

GET OFF THE GRID

ExploreWY.com

Visitor Info Ahead On Right

JUMP OUT OF THE CAR JUMP OUT OF THE CAR JUMP OUT OF THE AND INTO CAR AND INTO DISCOVER AND INTO The Adventurous Route to the National Parks.

Yellowstone National Park

235 MILES TO YELLOWSTONE In Rock Springs & Green River, social distancing activities UNRIVALED Grand Teton National Park WYOMING abound from the Red Desert to Flaming Gorge Country. Jackson Hole 183 MILES TO GRAND TETON We’re committed to keeping our wide-open spaces safe for all. Remember to stay clean, stay safe and stay informed while adventuring responsibly in Sweetwater County. 1.800.FL.GORGE | 1.800.46.DUNES 191 ADVENTURE Sweetwater County ExploreWY.com

Rock Springs 337 MILES TO 80 80 Green River DENVER, CO 186 MILES TO SALT LAKE CITY, UT 191 AT HOME

THE ADVENTUROUS ROUTE TO THE NATIONAL PARKS. In Rock Springs & Green River, social distancing activities abound from the Red Desert to Flaming Gorge Country. In Rock Springs & Green River, social distancing activities Yellowstone National Park We’re committed to keeping our wide-open spaces safe for all. abound from the Red Desert to Flaming Gorge Country. There’s no need to travel far to find truly unrivaled Remember to stay clean, stay safe and stay informed while We’re committed to keeping our wide-open spaces safe for all. Grand Teton experiences. Simply jump out of the car and adventuring responsibly in Sweetwater County. Remember to stay clean, stay safe and stay informed while National Park adventuring responsibly in Sweetwater County. into adventure to discover the state’s top-rated mountain biking trails, the world’s second largest WYOMING Voted #1 active sand dunes, the 91-mile-long Lake Flaming 191 Singletrack Trails Gorge and so much more—all in Rock Springs and EWY. | 1641 Elk Street, Rock Springs, WY EWY. | 1641 Elk Street, Rock Springs, WY in Wyoming Green River.

1.800.FL.GORGE | 1.800.46.DUNES 80 Rock 80 Green Springs River - Singletrack.com Don’t just vacation. Explore. 191 Stop by the Explore Rock Springs & Green River EXPLOREWY.COM Stop by the Explore Rock Springs & Green River Visitor Center for local tips, area information and more. Visitor Center for local tips, area information and more.

SWC-2199 fullpg.final.indd 1 10/12/20 5:00 PM

| TRAVEL IMPACT STUDIES Sweetwater County Travel and Tourism and the Wyoming Office of Tourism commission travel impact studies to determine how visitor spending effects the local economy. ADVERTISING EXCELLED AT COMMUNICATING MANY INTENDED SWEETWATER COUNTY MESSAGES, MOST NOTABLY “VAST LANDSCAPES FULL OF ENDLESS NATURAL TRAVEL AND TOURISM: BEAUTY AND ESCAPE TO THE COMFORT ADVERTISING EFFECTIVENESS ROI FOR EVERY OF WIDE-OPEN SPACES.” RESULTS 2020 (SMARI) ADVERTISING DOLLAR SPENT: $ ADVERTISING 330 ADVERTISING WORKED TO INFLUENCED ALMOST INFLUENCE TRAVEL FROM ALL $ TARGET MARKETS 73 MILLION ADVERTISING (DENVER, SLC, WY) IN VISITOR SPENDING INFLUENCED ALMOST 58,000 ADVERTISING GENERATED VISITS AWARENESS IN ALMOST WYOMING OFFICE OF TOURISM: OVERALL SWEETWATER COUNTY 800,000 TRAVEL IMPACT RESULTS 2019 HOUSEHOLDS (DEAN RUNYAN & ASSOCIATES) VISITOR SPENDING SUPPORTED

1,460 JOBS TOTAL EARNING BY SWC TOTAL TRAVEL SPENDING RESIDENTS WORKING IN IN SWC IN 2019: TOURISM INDUSTRY: $ $ 160.1 MILLION VISITOR SPENDING SAVED 35.6 MILLION EACH SWC HOUSEHOLD $ 502 SWC VISITORS PAID 609,000 $ VISITORS TO SWC 8.5 MILLION IN TAXES IN 2019 1.4 MILLION TOP 5 SWC OVERNIGHT STAYS IN 2019 VISITOR ACTIVITIES: 1 2 3 4 5 YELLOWSTONE OUTDOOR WILDLIFE GRAND TETON SELF-GUIDED NATIONAL PARK ACTIVITIES VIEWING NATIONAL PARK DRIVING TOURS 10 FISHING, HIKING, CAMPING, BIKING, CLIMBING, RAFTING SWEETWATER COUNTY TRAVEL IMPACTS 2007-2019

AVG. ANNUAL CHANGE 2007 2010 2013 2015 2017 2018 2019 2007-2018 TOTAL DIRECT TRAVEL SPENDING ($MILLION) Destination Spending 131.0 111.9 147.9 132.9 132.4 132.6 123.3 0.1% Other Travel* 18.8 20.7 31.1 24.4 24.7 28.8 27.9 3.3% Total 149.9 132.6 179.0 157.3 157.1 161.5 160.1 0.6% VISITOR SPENDING BY TYPE OF TRAVELER ACCOMMODATION ($MILLION) Hotel, Motel 86.5 67.2 90.6 82.7 81.4 80.6 80.0 -0.6% Campground 7.6 7.7 11.1 8.6 9.7 9.7 9.9 2.3% Private Home 15.4 17.5 21.2 19.4 19.1 19.9 19.9 2.2% Vacation Home 1.2 1.3 1.6 1.5 1.5 1.6 1.6 1.9% Day Travel 20.3 18.1 23.4 20.8 20.7 20.9 20.9 0.2% Total 131.0 111.9 147.9 132.9 132.4 132.6 132.3 0.1% VISITOR SPENDING BY COMMODITY PURCHASED ($MILLION) Accommodations 39.0 27.6 35.8 35.3 34.5 32.9 33.1 -1.4% Food Service 26.6 24.4 31.4 30.0 31.2 31.4 33.2 1.6% Food Stores 7.5 6.8 8.7 8.2 8.0 7.8 7.9 0.4% Local Tran. & Gas 20.5 20.4 32.1 23.3 23.0 25.4 24.0 1.3% Arts, Ent. & Rec. 17.7 14.9 18.3 16.6 16.7 16.4 16.4 -0.6% Retail Sales 19.7 17.3 20.9 18.9 18.3 18.0 17.9 -0.8% Visitor Air Tran. 0.0 0.5 0.7 0.6 0.7 0.7 0.7 0.0% Total 131.0 111.9 147.9 132.9 132.4 132.6 132.3 0.1% INDUSTRY EARNINGS GENERATED BY TRAVEL SPENDING ($MILLION) Accom. & Food Serv. 25.5 20.3 20.7 20.0 20.6 20.8 20.5 -1.8% Arts, Ent. & Rec. 7.6 6.3 7.2 7.9 6.9 6.6 8.5 0.9% Retail** 3.9 3.6 4.1 4.0 3.8 3.8 3.9 -0.2% Ground Tran. 0.7 0.8 0.8 0.9 0.8 0.8 0.8 0.3% Other Travel* 1.5 1.7 1.8 1.8 1.9 1.9 2.1 2.6% Total 39.3 32.7 34.7 34.6 34.0 34.0 35.6 -0.8% INDUSTRY EMPLOYMENT GENERATED BY TRAVEL SPENDING (JOBS) Accom. & Food Serv. 1,170 870 840 800 780 780 760 -3.6% Arts, Ent. & Rec. 550 410 450 480 420 390 450 -1.7% Retail** 210 180 200 190 180 170 170 -1.8% Ground Tran. 30 30 30 30 30 30 20 -1.5% Other Travel* 50 60 60 60 60 60 60 1.5% Total 2,010 1,540 1,580 1,560 1,470 1,430 1,460 -2.6% TAX RECEIPTS GENERATED BY TRAVEL SPENDING ($MILLION) Local Tax Receipts 3.0 2.4 3.0 3.2 3.1 2.7 2.8 -0.7% State Tax Receipts 3.7 3.5 5.3 5.8 5.7 5.8 5.8 3.8% Total 6.7 5.9 8.3 8.9 8.9 8.5 8.5 2.1%

TOTAL DIRECT TRAVEL SPENDING IN SWEETWATER COUNTY IN 2019 WAS $160.1 MILLION, OR MORE THAN $438,630 PER DAY.

Details may not add to total due to rounding. *Other Travel includes ground transportation and air travel impacts for travel to other Wyoming visitor destinations and travel arrangement services. ** Retail includes gasoline. Federal tax receipts not included.

Dean Runyan Report: An annual research study which shows the economic impact of the travel industry on the Wyoming economy. The Wyoming Office of Tourism invests over $200,000 in research each year to provide a foundation for making strategic and tactical decisions about all marketing efforts.

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