GARFIELD COUNTY 2015 YEAR IN REVIEW
1 Dear Friends of Tourism,
Thank you for helping Garfield County succeed in 2015! It was an exciting and rewarding year to be involved in the tourism industry. Now, more than ever before, we are bringing in visitors from all over the world to experience the unique lifestyle that we enjoy each day.
2015 concludes another record-breaking year in Garfield County with Transient Room Tax collection pacing to be up more than 12 percent from 2014. In addition, visitation to each of our county assets has GARFIELD COUNTY increased this year and tourism-related tax revenue has also seen a boost. Tourism-Related TAX REVENUE UP One major goal for our tourism office in 2015 has been to raise awareness for visitors to TAKE YOUR TIME. Through Oct 2015 15.8% We launched this award-winning campaign last year, and it continues to pick up steam. We were honored to have the Utah Tourism Industry Association and the Utah Office of Tourism award us with the “Best Ad Campaign” for 2015. Bryce Canyon National Park We also had the awesome privilege of hosting the Utah Tourism Conference in October with the Utah 2015 VISITORS UP Office of Tourism and Utah Tourism Industry Association. Many of Utah’s elected officials joined tourism Through Sept 2015 22.7% representatives from across the state to partake in the great speakers, workshops, camaraderie, and, of course, our breathtaking scenic adventures. Thank you to the amazing partners that helped make it one of the most successful state tourism conferences ever. Tour Buses ENTERING For the first time in 2015, we allocated money for marketing to potential visitors living along the Wasatch BRYCE CANYON UP Front. We have always been a top international destination but thought it would also be advantageous to 23.6% entice folks from our own great state to see what’s in their backyard. Our initial findings on this have been very encouraging, and we will continue to invest resources for our in-state marketing programs.
OVERNIGHT I am so fortunate to have such a great Tourism Advisory Board and hard-working commissioners who see STAYS IN the economic value of the tourism industry as they continue to support the continued efforts of tourism in BRYCE CANYON NP UP 7.7% Garfield County.
Again, thank you! Falyn Owens Falyn Owens
2 YEAR IN REVIEW SCENIC GARFIELD COUNTY
YEAR IN REVIEW 3 2015 UTAH TOURISM CONFERENCE
There’s no better place for Utah to talk about tourism than on the doorstep of one of our state’s acclaimed national parks. So it’s only fitting that Garfield County welcomed more than 330 tourism professionals, elected officials and decision makers to Bryce Canyon City in October for the 2015 Utah Tourism Conference.
Organized by the Utah Office of Tourism and the Utah Tourism Industry Association, the three- day conference focuses on networking, social media skills, reputation management and best practices in destination marketing.
The Bryce Canyon location was so desirable that for the first time in its history, the conference sold out before it started and on-site registration was not available. As the host location, Garfield County treated guests to a one-of-a-kind opening reception on private property owned by Ruby’s Inn that provided stunning sunset views of Bryce Canyon, the Escalante Mountains and Powell Point.
4 YEAR IN REVIEW 2015 UTAH TOURISM CONFERENCE TELEVISION
During the opening reception, Utah Governor Gary Herbert challenged the tourism industry to increase state and local tax revenues generated from tourism to $1.2 billion by 2020, up from $1.07 billion today.
“WOW, WHAT A GREAT CONFERENCE!” -UTIA Director Nan Anderson
YEAR IN REVIEW 5 2015 UTAH TOURISM CONFERENCE
Conference attendees listened intently to the kick-off speech from speed skater and Olympic Medalist Derek Parra. Parra told the crowd how he overcame many challenges before winning the gold medal during the 2002 Winter Olympics in Salt Lake City.
EXPLORE GARFIELD COUNTY Enjoy these EXCLUSIVE OFFERS for tourism conference attendees.
Cowboy Buffet & Steak Room your meal 10% OFF BRYCE CANYON CITY • 435-834-5342
Rising DT Trail Co. Horseback 2 for 1 Trail Ride (2 hours) ESCALANTE • 435-616-3045
Did you know? Adobe Sands Motel walk-in rates if you China is now second only to Canada in international visitation to Utah. During his 50% OFF stay two nights or more PANGUITCH • 435-676-8874
remarks at the tourism conference, Governor Herbert predicted that next year will Llama2boot interactive be the “year of the Chinese tourist” in Utah because of China’s travel-eager middle class. FREE llama-packing session BOULDER • 435-690-9440
All offers expire Oct. 31, 2015, unless otherwise indicated.
6 YEAR IN REVIEW 2015 UTAH TOURISM CONFERENCE
Utah Tourism Conference Attendees were encouraged to explore Bryce Canyon Country and tag their photos with #ihikedthehoodoos as part of a photo contest organized by Garfield County. Daily winners received “I Hiked The Hoodoos!” medallions and other great prizes.
Local businesses provided discounts and deal packages that were included in the welcome kit. It definitely furthered the “Take Your Time” campaign by giving the 2015 UTAH TOURISM CONFERENCE PHOTO CONTEST conference goers an extra incentive to explore more of Bryce Canyon Country.
BRYCE CANYON IS MEANT TO BE EXPLORED... AND PHOTOGRAPHED! DINE AROUND
Show your friends back home all the fun you're having—and win some great prizes.
To enter, simply share your photos on Facebook, Instagram or Twitter with the hashtags: #ihikedthehoodoos and #utcbrycecanyon
GUARANTEED PRIZE: Any hiking photo tagged with #ihikedthehoodoos wins a commemorative "I Hiked The Hoodoos!" medallion. Enjoy these local favorites just
Plus, you are automatically minutes away from Ruby’s Inn! entered to win other prizes THANK YOU! courtesy of Bryce Canyon Country. Winners announced Cowboy Buffet & Steak Room each day during lunch. 26 South Main Street Thank you to the Bryce Canyon Natural History Bryce Canyon, UT 84764 ...0.0 miles We'll be looking for: (435) 834-5342 • Beautiful sunsets Association for the special gift—a petrified beehive— • Adventurous selfies Ebenezer’s Barn & Grill • Striking vistas 110 Center St • Exciting activities Bryce Canyon, UT 84764 ...... 0.5 miles given to Governor Herbert and also the in-room gifts • Delicious meals (435) 834-5341
Don't forget to use #ihikedthehoodoos Cowboy Ranch House 13500 E. Highway 12 for the conference attendees. EXPLORE#utcbrycecanyon ...... 1.9 miles Bryce, Utah 84764 GARFIELD COUNTY (435)-834-5351 Enjoy these EXCLUSIVE OFFERS Bryce Canyon Lodge for tourism conference attendees. UT-63, Bryce ...... 4.0 miles UT 84764 Cowboy Buffet & Steak Room (435) 834-8700 And thank you to Bryce Canyon National Park for your meal The Pines 10% OFF Highway 12...... 5.3 mile marker 10 miles providing activities for conference attendees, including BRYCE CANYON CITY • 435-834-5342 Bryce, UT 84764 (800) 892-7923 Rising DT Trail Co. the exclusive stargazing opportunity with the Dark Horseback Stone Hearth Grill* Trail Ride (2 hours) 1380 W Stone Canyon Ln ...... 10.6 miles 2 for 1 Tropic, UT 84776 ESCALANTE • 435-616-3045 (435) 679-8923 Rangers. The successful conference would not have
Adobe Sands Motel walk-in rates if you happened without the heroic efforts of Canyon Trail 50% OFF stay two nights or more PANGUITCH • 435-676-8874 Rides, the Garfield County Commission, Ruby’s Inn, Llama2boot interactive and Bryce Canyon City. FREE llama-packing session BOULDER • 435-690-9440
All offers expire Oct. 31, 2015, unless otherwise indicated.
YEAR IN REVIEW 7 IN-STATE ADVERTISING
New for 2015, Garfield County launched an in-state advertising campaign to encourage Utahns to visit Bryce Canyon Country. With 85 percent—more than two million residents—of Utah’s population living along the Wasatch Front, advertising to our fellow Beehive State residents is proving to be a smart move for two reasons:
First, Utahns are more likely to Second, the advertising sees more immediate results, venture off the beaten path, visit especially during slower times of the year—because small towns and explore more of Utah residents can easily drive to Bryce Canyon 1 our expansive county. 2 Country for a weekend visit without much planning.
In-State Marketing Campaign: • KSL.com Ads and Banners • Pandora Campaign in SLC and Utah Counties • Online Banners on Utah.com • Search Engine Marketing • Online Retargeting
8 YEAR IN REVIEW In addition to Garfield County’s independent in-state buys, the county also teamed up with the Utah Office of Tourism for additional in-state outreach through the state’s “Explore Your Own Backyard” campaign, which included:
• Radio Spots • Utah.com Retargeting • Deseret News Brandview • Ads on KSL.com • Custom Email Distribution • Ads on Utah.com
WEB RESULTS KSL.COM Total Impressions...... 15,670,113 Total Clicks...... 12,210
PANDORA Total Impressions...... 1,985,684 Total Clicks...... 7,581
UTAH.COM Total Impressions...... 2,291,959 Total Clicks...... 7,487 WHAT IS SEM? Garfield Video Views...... 68,880 Search Engine Marketing is a form of SEARCH ENGINE Internet marketing that involves the MARKETING (SEM) promotion of BryceCanyonCountry.com Total Impressions...... 2,327,706 by increasing its visibility in search Total Clicks...... 17,788 engine results pages.
YEAR IN REVIEW 9 BEST AD CAMPAIGN
Garfield County Wins “Best Ad Campaign” The Utah Tourism Industry Association and the Utah Office of Tourism presented Garfield County with an award for the Best Ad Campaign for 2015 for our “TAKE YOUR TIME” campaign. The prestigious “Best Ideas in Marketing” contest celebrates the industry’s most creative, effective and best ideas in advertising and marketing promotion.
Garfield County’s wide-ranging “Take Your Time” advertising campaign promotes all of “Bryce Canyon Country” as a secluded land of adventure and also highlights why visitors should step off the beaten path to experience more of the legendary landscape—not just the top destinations.
The advertising initiative includes new television/web commercials, billboards, search engine marketing, online behavioral retargeting, print advertisements, social media promotions, public relations outreach, email newsletters, trade-show videos and Pandora Internet Radio.
100% Funded Cooperative Grant The Utah Office of Tourism awarded Garfield County with a 100 percent cooperative marketing grant for 2015. This is a dollar-for-dollar match to go toward out-of-state advertising. The total cooperative marketing fund for 2015 was nearly $280,000.
10 YEAR IN REVIEW TELEVISION
The “Take Your Time” initiative debuted three new TV commercials in 2015. The cinema-quality commercials feature scenic highlights from all corners of Bryce Canyon Country. Two of the commercials have scripts based on Rudyard Kipling’s 1898 poem, “The Explorer,” and encourage visitors to take their time in Bryce Canyon Country.
The commercials are already airing in Utah and will be distributed more widely in 2016 on broadcast mediums both regionally and nationally. In addition, the commercials will be featured in digital marketing campaigns and on social media through YouTube, Pandora, Facebook, Utah.com, GoUtah.com and GoArizona.com.
TV COMMERCIAL SCRIPT Based on Rudyard Kipling’s 1898 poem, “The Explorer”
Something hidden. Go and find it. Something lost behind the Ranges. Lost and waiting for you. Go! I remember lighting fires; I remember sitting by them; I remember seeing faces, hearing voices while I climb. Very full of dreams that desert: but my two legs took me through it. Something lost behind the Ranges. Now, go! And TAKE YOUR TIME.
YEAR IN REVIEW 11 MARKETING MATERIALS
The “TAKE YOUR TIME” campaign features a new website, travel guide, accommodations guide, media kit and updated maps that use the “Take Your time” messaging. The collateral material provides visitors with all the information and motivation they need to plan a few extra days in Garfield County and enjoy all of the area’s stunning attractions. TOP 5 STATES REQUESTING TRAVEL GUIDES 1. California...... 1,382 2. Pennsylvania...... 703 3. Washington...... 687 4. Texas...... 657 5. Florida...... 654 MORE THAN
• Travel Guide 20,OOO TRAVEL GUIDES DISTRIBUTED
y and Grand Staircase-Escalante National Monument ’s Bryce Canyon Countr Interstate Highways To Salt Lake City rips in Utah Scenic Byway 12 15 To Salt Lake To I-70 To I-70 Scenic Side T Scenic Byways City 24 Hanksville Paved Roads To Salt Lake CityTo I-70 LOA-HANKSVILLE To I-70 SCENIC BYWAY 24 Unpaved Roads To I-70 62 62 Otter Creek Otter Creek Reservoir 62 62 Reservoir CANYONLANDS Scenic BackwaysTo Salt Lake To I-70 BICENTENNIAL City 15 OTTER CREEK OTTER CREEK NATIONAL PARK Burr Trail A 4 ANTIMONY STATE PARK 24 SCENIC BYWAY 95 Interstate Highways 15 To I-70 STATE PARK BOULDER Visitor Information 5 To I-70 Scenic Byway 12 20 95 LOA-HANKSVILLE ANTIMONY 5 SEVIER MOUNTAIN CAPITOL REEF Hanksville State Parks 4 D BOULDER SCENIC BYWAY 24 r Scenic Byways PLATEAU Boulder Mtn NATIONAL PARK e Dixie Recreation Dixie Dixie D v Points of Interest Nat’l Boulder MtnMOUNTAIN Notom Road HENRY i Paved Roads 15 SEVIER Nat’l AreaBlack Nat’l H GLEN CANYON o R Features Forest Recreation Scenic Backway d Unpaved Roads PLATEAU Black ForestDixie Canyon Forest 12 Area Dixie MOUNTAINS ra Nat’l Griffin Top Nat’l NATIONAL lo A 1 Canyon Griffin Top o Scenic Backways 20 89 Forest AQUARIUS ScenicPLATEAU Backway SCENIC BYWAY 12 CAPITOL REEF RECREATION Scenic Backway Forest BICENTENNIALC Burr Trail Dixie NATIONAL PARK SCENIC BYWAY 95 Nat’lDixie C C AQUARIUS PLATEAU Bull Mountain I AREA CANYONLANDS Nat’l 22 15 12 Scenic Backway Visitor Information Forest Hell's NATIONAL PARK 89 Forest 22 ESCALANTE ESCALANTE Anasazi State Park MuseumBurr Trail H Notom Road Backbone G Scenic BackwaySCENIC BYWAY 12 Scenic Backway 95 95 State Parks MOUNTAINS MOUNTAINS Hell's 15 HENRY Scenic Side T Posey 13 18 Points of Interest Posey 13 Backbone MOUNTAINSHite Dixie Parowan Panguitch Lake 3 Lake Box-Death Anasazi State Park Museum 276 1 10 Lake To Blanding Features Nat’l Recreation Area Posey LakeWidtsoe Road D Hollow Posey LakeBOULDER Road Box-Death 19 rips in Utah 10PANGUITCHScenic Backway TABLE CLIFF GLEN CANYON Forest Wilderness Scenic Backway Burr Trail r 143 PANGUITCH TABLE CLIFF PLATEAU D Hollow 18 G Bull Mountain e Widtsoe Escalante Area Scenic Backway Scenic Backway NATIONAL v ’s Br LAKE PLATEAU Escalante Wilderness I Ri yce Canyon Countr 3 143 Red Petrified Calf Hogback RECREATION do PANGUITCH Forest State 16 CreekPetrified Area BOULDER ra Panguitch Lake 2 Canyon Johns Forest State lo 11 ParkValley Pine 11 Rec GRAND STAIRCASE- AREA o Parowan Recreation Area UTAH’S Pine 14Lake Park ESCALANTE C CEDAR Brian Head PATCHWORK PKWYJohns Powell Road PowellArea 16 Calf 19 BRYCE CANYON95 WEATHER y and Grand Staircase-Escalante National Monument Valley Lake NATIONAL Creek Hogback Burr Trail CITY Ski Resort Red SCENIC BYWAY 143 Point Point 14 PANGUITCH 143 Canyon Road MONUMENT Rec G Scenic Backway CEDAR 7 12 GRAND STAIRCASE- 276 143 LAKE Area Ave. TempHite Rain Snow BREAKS2 1 HATCH BRYCE Upper Upper Head of ESCALANTE TICABOO in F° (Inches) (Inches) NAT’L MON.UTAH’S CANYON ESCALANTE the Rocks NATIONAL To Blanding PATCHWORK PKWY 12 Valley Valley MONUMENT To St. George SCENIC BYWAY 143 7 CITY 9 15 ESCALANTE JAN 39-11 1.7 53 To Las Vegas 148 BRYCE 63 The Head of Brian Head MARKAGUNT The 15 the Rocks FEB 41-12 1.4 75 CEDAR BREAKS CANYON 9Tropic Blues TROPIC Blues Burr Trail Ski Resort PLATEAU 63 6 G MAR 44-17 1.4 62 MARKAGUNTHATCH SCENIC BYWAY 148 CITY Reservoir Smoky Mtn Road E Scenic Backway CEDAR SCENIC BYWAY 14 TROPIC Scenic Backway Smoky Mtn Road BRYCE DevilsScenic Backway GLEN CANYON APR 53-23 1.2 15 CITY CEDAR 1 MOUNT CARMEL CANYON E LAKE BREAKS SCENIC BYWAY 6US89 Garden NATIONAL TICABOO MAY 63-30 0.8 15 BRYCE CANYON WEATHER 14 Tropic East Fork of the NATIONAL POWELL NAT’L MON. Reservoir BRYCESevier Scenic RECREATION JUN 74-38 0.6 5 MARKAGUNT Duck Creek CANYON PARK HENRIEVILLE Devils 20 148 Backway HENRIEVILLE 17 Garden AREA BULLFROGBULLFROG John JUL 80-46 1.4 T PLATEAU NATIONAL 8 Kodachrome Atlantic Burr To St. George CEDAR BREAKS 89 PAUNSAUGUNT CANNONVILLE Kodachrome Ferry 77-44 2.2 T Ave. Temp Rain Snow SCENIC BYWAY 148 East Fork of the PARK GLEN CANYON AUG To Las Vegas MOUNT CARMEL Basin State Park Sevier Scenic 8 PLATEAUCANNONVILLE Basin StateHole Park in the Rock F Peek-a-boo & NATIONAL SEP 71-36 1.4 4 in F° (Inches) (Inches) MARKAGUNT SCENIC BYWAY US89 Backway A Road Scenic 17 Hall’s Crossing JAN 39-11 1.7 53 SCENIC BYWAY 14 To Grand Canyon Spooky Canyon RECREATION OCT 60-27 1.4 22 14 Duck Creek To Zion • To Lake Powell Backway FEB 41-12 1.4 75 Grosvenor Arch12 Grosvenor Arch AREA NOV 44-17 1.2 22 89 PAUNSAUGUNT 12 Willis Creek Hole in the Rock LAKE MAR 44-17 1.4 62 PLATEAU A Canyon Road ScenicHole-In-The-Rock F BULLFROGBULLFROG 20 POWELLDEC 39-12 1.6 49 Willis Creek Backway Peek-a-boo & APR 53-23 1.2 15 To Grand Canyon Canyon Cottonwood Canyon Road Spooky Canyon John MAY 63-30 0.8 15 To Zion • To Lake Powell Cottonwood Canyon Road B Scenic Backway Atlantic Burr Scenic Side Trips inScenic Backway Utah’sB Bryce Canyon CountryFerry JUN 74-38 0.6 5 JUL 80-46 1.4 T Hole-In-The-Rock Hall’s Crossing AUG 77-44 2.2 T Nephi To Salt Lake City SEP 71-36 1.4 4 & Grand Staircase-Escalante National Monument 4-1/2 hour drive OCT 60-27 1.4 22 from Bryce 44-17 1.2 22 10 hour drive to Salt Lake City NOV from Bryce Featuring National Scenic Byway 12–An All-American Road and National Scenic Byway 143–The Patchwork Parkway 28 (260 miles) DEC 39-12 1.6 49 to Denver (552 miles) To Denver
Scenic Side Trips in Utah’s Bryce Canyon Country Scipio r To Salt Lake City e v Grand i R 89 Junction o 50 Green River d ra 15 o Salina l o Arches C & Grand Staircase-Escalante National Monument 70 Nephi Nat’l Park To Salt Lake City Richfield 24 4-1/2 hour drive Moab Featuring National Scenic Byway 12–An All-American Road and National Scenic Byway 143–The Patchwork Parkway from Bryce 191 24 Hanksvilleto Salt Lake City
Torrey 28 H 89 (260 miles)
Canyonlands A 10 hour drive Beaver
Capitol Nat’l Park T from Bryce Scipio 95
Antimony Reef U to Denver O 20 Nat’l Park89 COLORAD (552 miles) Panguitch 15Boulder50 ToMonticello Salt Lake City To Denver Lake Panguitch Escalante 276 To Durango Salina Green River Cedar 12 Grand Bryce Canyon NEV Ticaboo r Tropic e U 143 Blanding v City Richfield 95 Junction i Hatch Bryce Henrieville R National Park T 70 o Grand Staircase 14 Cannonville ad
A r 276 lo ADA Bluff Arches o
Escalante National H Bryce Canyon Zion 24 262 Nat’l Park C Calf Creek Falls Nat’l Park89 Nat’l Park To Monument Beaver Lake89 Powell 24 163 191 Kodachrome Basin Scenic Byway 143- 9 Torrey Albuquerque Moab St. George UTAH MonumentHanksville Scenic Byway 12 Kanab 89 160 Capitol Reef Panguitch Lake UTAH Valley 191 Kodachrome BasinState Park 20 AntimonyARIZONACapitol Canyonlands
Capitol Reef ARIZONA Page V
Calf Creek Falls National Park 4-1/2 hour drive NE 89A Panguitch Nat’l Park
Grand Staircase KayentaReef 95 H State Park U National Park from Bryce Cedar Lake Nat’l Park 191 Bryce Canyon Scenic Byway 12 Mesquite Panguitch A
to Las Vegas T City 98 EscalanteBoulder To Phoenix
Escalante National 143 T
A A National Park (243 miles) AD Tropic Scenic Byway 143- 67 Hatch 12 276 U Monument H 14 Bryce Monticello 15 Grand Henrieville Ticaboo COLORADO Las Vegas Zion 160 Panguitch Lake er Canyon Cannonville iv Nat’l Park Bryce89 Canyon To Durango o R North89 Garfield County Office of Tourism St. Georged Nat’l Park Garfield County Office of Tourism Lake ra Tuba City 95 4-1/2 hour drive lo Rim9 Blanding o Grand Map of P.O. Box 200 55 South Main Street Meadfrom Bryce C UTAH 276 P.O. Box 200 55 South Main Street to Las Vegas Canyon Kanab64 Lake Powell Bluff To Los Angeles ARIZONASouth Rim Cameron89 Southern Utah Panguitch, Utah 84759 (243 miles) 180 262 Mesquite UTAH 163 Panguitch, Utah 84759 89A Please consult an official Utah191 To Las Vegas 64 180 Page ARIZONA Monument Albuquerque Email: [email protected] 15 Highway Map forValley details. Email: [email protected] Williams Flagstaff Kayenta 160 Toll Free 1.800.444.6689 Lake 4067 To Phoenix 98 Toll Free 1.800.444.6689 Grand Mead iver 191 To Los Angeles 8 hour driveo R from BryceCanyon to Phoenix (422 miles) ad To Phoenix or ol North 89 www.brycecanyoncoutry.comwww.brycecanyoncoutry.com C Grand Rim 160 Canyon South Rim Tuba City 64 180 Cameron Map of 64 Southern Utah Williams 180 Please consult an official Utah 40 Flagstaff Highway Map for details. 8 hour drive from Bryce to PhoenixTo Phoenix (422 miles) • Media Kit Folder • Side Trip Pads
12 YEAR IN REVIEW As the Garfield County Tourism Office worked to implement the campaign throughout Utah, Southern California, Las Vegas and portions of Canada, we experienced an increase in quality traffic to our website that could be directly attributed to click-throughs from our “Take Your Time” online advertisements and Internet radio commercials. 194,442 WEBSITE VISITORS TOP 10 NATIONS 1. US...... 143,956 6. Thailand...... 1,944 2. Canada...... 17,293 7. Russia...... 1,873 3. UK...... 3,606 8. Netherlands.....1,255 4. Germany...... 2,483 9. Australia...... 1,064 5. France...... 2,441 10. Italy...... 1003
The success of the “Take Your Time” campaign can be PANGUITCH ESCALANTE partially measured by the Resort Community Resort Community Sales Tax Revenue UP Sales Tax Revenue UP increase of tourism in rural 8% 22.9% communities throughout Garfield County. For example, BRYCE CANYON TROPIC Resort Community Tax Resort Community Resort Community revenues are up dramatically Sales Tax Revenue UP Sales Tax Revenue UP 6.5% 30.1% in the following communities:
YEAR IN REVIEW 13 2015 MARKETING ACTIVITY
Print Ads Online Marketing • Sunset Magazine • Continued website updates • AAA Western Magazine Network and additions • Blogging • LVRJ Print and Online • Social Media • Grand Circle Travel • Search Engine Marketing • Good Sam Savings Guide • International Tour • Outdoor Utah Adventure Journal Operator Newsletter
Kodachrome Basin State Park HIKING | MOUNTAIN BIKING | CANYONEERING RED CANYON CAPITOL REEF NATIONAL PARK SLOT CANYONS | • Deseret News National Edition • Travel Guides BOULDER MOUNTAIN KODACHROME BASIN | DIXIE NATIONAL FOREST ANASAZI STATE MUSEUM | SCENIC BYWAY 12 BryceCanyonCountry.com 800.444.6689
Pandora As a free and personalized radio service, Pandora is becoming the most popular method for people to listen to music. In 2015, the Garfield County Tourism office advertised on Pandora in Utah, California, and Nevada using banner ads and thirty-second spots. Among the three states, Pandora impressions reached more than 6 million.
Consumer Shows Attended Newsletters • Prestige TravelFair - Las Vegas, NV Garfield County sent • International Sportsmen’s Expos - Denver, CO 5,596 newsletters • Houston Travel Expo - Houston, TX to 700 international • Washington Sportsman Show - Puyallup, WA tourism professionals. • LA Travel & Adventure - Long Beach, CA • Outdoor Adventure & Travel - London, UK • The Big Outdoors Expo - Provo, UT • San Antonio Home & Garden - San Antonio, TX
14 YEAR IN REVIEW Trade Show Videos In 2015, the Garfield County Tourism Office created three new YouTube videos highlighting the many attractions that Bryce Canyon National Park has to offer. Combined, these trade show videos have reached about 1,500 people throughout the year.
In The News The “In The News” page on the website is new for 2015. This section keeps visitors up to date on the great things the world is saying about Bryce Canyon Country. www.brycecanyoncountry.com/in-the-news/
Facebook Ads Also, new for 2015, Garfield County used strategic Facebook ads to increase exposure on social media. Through October of this year, these ads have reached more than 119,000 unique users.
YEAR IN REVIEW 15 UTAH’S “MIGHTY 5”
In 2015, Garfield County continued to benefit BY THE NUMBERS from Utah’s award-winning “Mighty 5” marketing campaign, which promotes travel to Utah’s five ARCHES national parks. 2014...... 1,284,767 YTD...... 1,311,321 INCREASE...... 8.3%*
Based on research that Utah’s national parks are the BRYCE CANYON reason why many visitors come to Utah, the “Mighty 2014...... 1,435,741 YTD...... 1,509,696 5” initiative portrays activities at Arches, Bryce INCREASE...... 22.7%* Canyon, Canyonlands, Capitol Reef and Zion. CANYONLANDS
2014...... 542,431 * From same time last year YTD...... 614,179 For 2016, the Utah Office of Tourism will unveil a INCREASE...... 21.2%* new version of the “Mighty 5” campaign, called CAPITOL REEF “Road to Mighty,” that will focus on rural tourism and 2014...... 786,514 YTD...... 896,737 accessing Utah’s national parks through epic road INCREASE...... 19.7%* trips across Utah. ZION 2014...... 3,211,596 YTD...... 3,370,952 16 YEAR IN REVIEW INCREASE...... 15.5%* UTAH’S “MIGHTY 5”
Did You Know? International visitors stay longer and spend more money.
YEAR IN REVIEW 17 BEYOND THE MIGHTY FIVE
Visitation Increases at Garfield County’s Other Wilderness Areas The increase in tourism in Garfield County is not isolated to just the main attractions or national parks. The county’s state parks and other wilderness areas are also welcoming more visitors. In fact, the Grand Staircase-Escalante National Monument reports visitation is at an all-time high.
Bryce Canyon is just the beginning of the family-friendly and adventurous attractions in Garfield County. The area is also home to the Grand Staircase’s layered plateaus and the tall chimney rocks of Kodachrome Basin State Park.
The Dixie National Forest covers four geographical areas and elevation zones. The Escalante Petrified Forest provides an up-close experience with thousands of pieces of petrified wood, calcified fossils and dinosaur bones. Also, Panguitch Lake is known for having some of the largest rainbow trout in Utah.
Grand Kodachrome Escalante Glen Canyon Anasazi Staircase- Basin Petrified National State Park Escalante State Park Forest Recreation Museum National State Park Area Monument
878,452 91,452 47,452 2,368,452 19,827 VISITORS VISITORS VISITORS VISITORS VISITORS
18 YEAR IN REVIEW SCENIC BYWAY 12
Scenic Byway 12 travels 124 miles through stunning canyons and ruggedly beautiful landscapes, offering a unique roadway destination with easy access to numerous state and national parks. Its full name, “Highway 12 — A Journey Through Time Scenic Byway,” perfectly describes this one-of-a- kind experience which brings in thousands of tourists each year. Motorists enjoy the striking scenery while driving through the geologic wonders unique to Garfield County.
In 2015, some significant edits were made to enhance the layout and content of the Scenic Byway 12 brochure. More than 200,000 guides were printed and made available to area businesses, visitor centers, and on the Scenic Byway 12 website.
Looking forward to next year, the county has set aside a 2016 budget dedicated to a campaign specifically for Scenic Byway 12. We are looking forward to the benefits these plans will bring to our community.
3 PEOPLE $482,195 134,095 AVERAGE GROUP SIZE YEARLY TAX REVENUE NON-RESIDENT AVERAGE ANNUAL DAILY TRIPS
YEAR IN REVIEW 19 AIRPORT FLY-IN
Bryce Canyon’s picturesque airport opened its doors Saturday, August 29, for a day of history, learning and fun at the second annual Fly-In and Airport Appreciation Day.
A new attraction this year was the addition Built in 1934, the of three restored warplanes that joined Bryce Canyon the other aircraft landing at the airport. The celebrated warplanes complemented Airport’s rustic the airport’s own unique history. Another ponderosa pine new addition this year was a free barbecue logs and gabled lunch of hamburgers and hot dogs for the roof have made it 500 attendees of the Airport Appreciation an iconic fixture Day Open House. of the area’s landscape and Activities at the event included prize drawings, earned the airport giveaways and an antique car show with awards a spot on the given to the best car from three divisions (classic National Register to 1960, 1961 to 1990, and 1991 to modern). Local boy scouts were also able to earn their aviation of Historic Places. merit badge from the airport’s ground-school pilot.
Provo’s Daily Herald newspaper attended the fly-in and printed a glowing review of the event. The reporter highlighted the classic car show and hours of fun spent watching the planes fly over and land at the historic airport.
“If you haven’t had the chance to visit Bryce Canyon and the historic airport, I encourage you to make the drive.” -Daily Herald
20 YEAR IN REVIEW NEW ATTRACTIONS FOR 2015
In 2015 we saw an addition of new adventures, restaurants and attractions for visitors of Bryce Canyon Country to enjoy. Highlights include:
Water Rentals Escalante Boards and Boats now offers paddle boards in addition to kayak rentals for exploring the beautiful Wide Hollow reservoir.
Paddle Boarding Ticaboo Resort has added paddle boarding and increased rental options for visitors to experience the best of Lake Powell.
Shuttle Service High Adventure Rentals now offers unique access to unmatched scenic views around the Grand Staircase-Escalante National Monument.
Geocaching The state of Utah launched a geocaching program which allows scavenger hunters to find hidden treasure while exploring Bryce Canyon Country.
Multi-Use Pathway The new, multi-use path connects nearly two-dozen miles of bike and walking paths stretching from Bryce Canyon to Red Canyon on Scenic Byway 12.
Winter Lodging For the first time in its history, The Lodge at Bryce Canyon is remaining open throughout the winter months.
Tandoori Taqueria A new and unique restaurant offers a blend of Indian delicacies served traditionally over rice or in a taco made from Naan oven-baked bread.
Showhouse Reopening The historic Escalante showhouse has been restored and reopened as a dinner theater to provide fun, food, and entertainment for locals and tourists.
The Original Kenny Rays With a delicious selection of fresh Utah trout, this new restaurant is a must for food-loving visitors. The menu is quickly becoming a local favorite.
YEAR IN REVIEW 21 COOPERATIVE MARKETING PROGRAM
In only its second year, Garfield County’s Cooperative Marketing Program awarded $62,500 to nearly a dozen entities in 2015. The money helped expand their out-of-area advertising campaigns or to pay for tourism-enhancement projects within the county.
The new program is designed to support non-profit organizations and municipalities throughout Garfield County, improve local economies and increase visitation during the off-season and shoulder- seasons. In order to be awarded funds through the cooperative program, applicants were required to provide 35 percent of their project’s cost.
ENTITY PROJECT AWARDED
Escalante City Rebuild City Website $4,875.00
Tropic Town Tourism Marketing Feasibility Study $3,900.00
Escalante Canyons Art Festival Event Marketing $11,131.25
Tropic Town Tourism Informational Kiosks $3,185.00
Panguitch City City Signage and Information Project $16,014.87
Escalante Chamber Website Enhancement and Optimization $4,642.00
Panguitch Quilt Walk Quilt Retreat Advertising $3,646.44
Bryce Canyon Half Marathon Marketing of BCHM Event $2,012.40
Panguitch Main Street Marketing of Main Street Events $5,525.00
Bryce Valley Business Assoc. 32-Page Brochure $6,500.00
Utah Pioneer Heritage Arts Panguitch Lake Legacy Project $1,090.00 TOTAL $62,521.96
22 YEAR IN REVIEW EVENT FUNDING PROGRAM
In addition to the marketing program, Garfield County granted another $43,500 to community events through the Event Funding Program. Most of the 16 selected events received the maximum amount of $3,000, which can be used toward promotional expenses or hard costs associated with putting on an event.
The program is a way for the county to provide financial EVENT AWARDED backing and recognize important community events Bryce ATV/UTV Rally $3,000 that boost local businesses and draw positive attention to the county’s numerous tourism attractions. Both the Bryce Canyon Astronomy Festival $3,000 Cooperative Marketing and Event Funding programs Bryce Canyon Fly-In $3,000 ENTITY PROJECT AWARDED utilize income generated by the county’s Transient Room Bryce Canyon Half Marathon $3,000 Escalante City Rebuild City Website $4,875.00 Tax—which is paid by visitors staying in area hotels, RV parks and campgrounds. Bryce Canyon Music Camp $3,000 Tropic Town Tourism Marketing Feasibility Study $3,900.00 Boulder Arts Council $1,000 Escalante Canyons Art Festival Event Marketing $11,131.25 Boulder Heritage Festival $3,000 Tropic Town Tourism Informational Kiosks $3,185.00 Color Me Fun Run $2,000 Panguitch City City Signage and Information Project $16,014.87 Escalante Canyons Art Festival $3,000 Escalante Chamber Website Enhancement and Optimization $4,642.00 Escalante Canyons Marathon $3,000
Panguitch Quilt Walk Quilt Retreat Advertising $3,646.44 Escalante Heritage Center $1,500
Bryce Canyon Half Marathon Marketing of BCHM Event $2,012.40 National Senior Pro Rodeo $3,000
Panguitch Main Street Marketing of Main Street Events $5,525.00 Pacific Southwest Regional $3,000
Bryce Valley Business Assoc. 32-Page Brochure $6,500.00 Panguitch Lake Legacy Project $3,000
Utah Pioneer Heritage Arts Panguitch Lake Legacy Project $1,090.00 Panguitch Valley Balloon Rally $3,000 TOTAL $62,521.96 Quilt Walk Festival $3,000 TOTAL $43,500
YEAR IN REVIEW 23 SOCIAL MEDIA Facebook 12,500 likes 160% INCREASE from last year
Twitter 787,800 580 followers PEOPLE REACHED 50% INCREASE from last year Follower demographics: Male: 60% Female: 40%
Instagram 230 followers 24,900 90% INCREASE from last year INTERACTIONS TOP COUNTRIES United States...... 294,100 Canada...... 26,100 France...... 12,500 Germany...... 8,600 22,900 Italy...... 7,800 UNIQUE USERS TOP CITIES Los Angeles, CA...... 33,800 Las Vegas, NV...... 31,700 San Diego, CA...... 11,500 Bakersfield, CA...... 11,000 Riverside, CA ...... 5,700
24 YEAR IN REVIEW INTERNATIONAL OUTREACH
The Garfield County Tourism Office is consistently working hard to expand outreach in the international market. In 2015, Garfield County participated in numerous trade shows and sales missions all over the world, in addition to meeting with more than 300 tour operators.
Bill Scoffield, an experienced international travel expert, represented Garfield County throughout the globe. We can see the benefits of these efforts as the number of international website visitors continues to rise, currently making up 23.4% of our total website visitors. Trade Shows Attended • National Tour Association • Go West Summit • International Pow Wow
Sales Missions • Australia • France • Shanghai • New Zealand • Amsterdam • Beijing • ITB Berlin • Canada • Hong Kong • Italy • WTM London
London Taxis In partnership with Zion National Park, Garfield County once again purchased 10 London taxi wraps during the World Travel Market. Refreshed with new artwork for 2015, the campaign provided extra brand exposure. Tourists left with photos of Bryce Canyon printed on their receipts.
YEAR IN REVIEW 25 MEDIA EXPOSURE & PUBLIC RELATIONS
Generating positive media attention is a crucial aspect of the tourism office’s “Take Your Time” marketing plan. Garfield County’s public relations outreach included press releases, pre-written news articles, advertorials, newsletters
Date : AOUT 15 Page de l'article : p.24,25,26,...,40 and storyJournaliste pitches : Vincent Noyoux to publications and news outlets from around the world.
Page 1/16 Pays : France Périodicité : Mensuel OJD : 184434 The Power of PR ABC4 GEO Magazine France sent a Road Trip journalist and photographer Utah’s ABC4 visited to attend a one-week survival Garfield County as
^"** program at the Boulder Outdoor part of the station’s ,J§ - »&. ?**Tfm* Survival School. The Article, Good4Utah Road titled “Only in the Far West,” Tour. The station profiled the spanned 16 glossy pages in Escalante Petrified Forest State Park and hit the trails the popular magazine. If paid with High Adventure Rentals from Escalante. Viewers advertisements occupied also learned about recreational opportunities and the the same 16 pages, the science behind the rare rock formations. value would be more than $430,000 dollars.
MONTANA 0993874400505 477c556f55f0be07e25240a45201b5d41eb9939551a950e More Media Coverage Tous droits réservés à l'éditeur Hosted 32 FAM Tours • Sports Illustrated Swimsuit Edition • 10 Media/Press • Deseret News National Edition • 22 Travel/Trade • “At Your Leisure” TV Program • KUTV CBS 2 “Road Trippin” What is a FAM Tour? • Customized TravelZoo Promotion A FAM Tour, or familiarization trip, is a free or low-cost • Bryce Canyon Brand USA in Japanese vacation for travel agents, media representatives and travel • Discover America “TripTuner” bloggers. The trips promote the best that Garfield County has to offer and frequently result in positive media attention • Red Book Magazine Article • Fox News “Must See National Parks” 26 YEAR IN REVIEW • BBC “Most Amazing Landforms” Did You Know? A news story or feature article in a well-respected media source is great advertising for Garfield County. Research shows consumers have the highest level of trust in personal recommendations, followed by editorial content, such as a newspaper article. Media Exposure Generating organic media content has been a priority in 2015, as studies show that this is one of the best ways to engage audiences. Over the year, Garfield County has been featured in many local, national, and international news platforms. Here are some of the many articles featuring Garfield County:
Outpost Magazine Heaven Can Wait
Outpost Magazine featured Bryce Dorado Magazine’s summer issues
Canyon National Park in its summer showcased the delicacies of Hell’s
edition. The article, titled “The View Backbone Grill in Boulder to more
From Here: Spectacular Bryce Canyon,” than 50,000 readers. The article,
provided travelers with insight into park titled “Heaven Can Wait,” highlights
accessibility southern Utah as an ideal destination
and what for farm-to-table and artisanal cuisine.
activities are
available for
adventure- seeking individuals Wonders of Boulder and families. Zions Bank Community Magazine’s The magazine fall issue features a series of articles also gave about Garfield County. Writers potential bragged about the wonders of travelers Boulder, Kodachrome Basin State detailed Park, the Grand Staircase-Escalante information about driving directions, National Monument, and Petrified lodging and amenities. Forest State Park.
YEAR IN REVIEW 27 GARFIELD COUNTY BY THE NUMBERS
28 YEAR IN REVIEW UTAH BY THE NUMBERS
YEAR IN REVIEW 29 LOOKING AHEAD
The Garfield County Office of Tourism is already planning for a very successful 2016. For next year, the Utah Office of Tourism has awarded Garfield County with a 100-percent cooperative marketing grant for out-of-state advertising. The dollar-for-dollar match will combine with Garfield County’s own advertising budget to total more than $400,000 for advertising and marketing outside of Utah.
Because of our aggressive in-state and out-of-state advertising, visitors are branching out to our smaller communities and experiencing all of the wonderful things we have to offer. This visitor expansion benefits our local economies. In fact, many small communities throughout Garfield County are experiencing increases in their resort community tax collections—a tax generated by having “heads in beds.” For 2016, we will continue looking for new ways to encourage visitation to our local areas and will work in combination with the Utah Office of Tourism’s rural tourism or “rourism” initiative.
30 YEAR IN REVIEW Each year, our office provides funding to many HAPPENING great events that help bring dollars to our local communities. Our tourism bureau funded $43,500 IN 2016 for local events in 2015, and we plan to award even more event funding in 2016. In addition, we will continue—for the third year in a row—our county- based cooperative marketing initiative to help local entities expand their out-of area advertising 100 YEARS campaigns with more than $70,000 available to NATIONAL PARK SERVICE be awarded for advertising campaigns or tourism- CELEBRATES CENTENNIAL related projects.
Tourism is a vital part of the county’s economic $200,000 success. This could not be done without the hard AWARDED TO GARFIELD COUNTY work of our local tourism businesses that host the by Utah for Advertising Programs millions of visitors who show up on our doorstep each year. Thank you to the shops, restaurants, hotels, guides and outfitters as well as the many 100 YEARS others who welcome these visitors and give them Family-Owned Ruby’s Inn Reaches Centennial Milestone one of the best vacation experiences of their lives. Our county’s friendly hosts and outgoing residents make it easy to invite the world to visit beautiful 20 YEARS Garfield County! Grand Staircase-Escalante NATIONAL MONUMENT We are so fortunate to live in such an incredible place. Cheers to another great year in 2016!
YEAR IN REVIEW 31 TELEVISION
P.O. Box 200 | 55 South Main | Panguitch, Utah 84759 800-444-6689 | brycecanyoncountry.com