ST. GEORGE — Washington County’s tourism director says it’s important to manage the county’s rapid tourism boom while diversifying the economy.
Mountain bikers on the JEM Trail in Virgin, Utah. Date unknown | Photo by Gary Leverett/The Nature Conservancy, St. George News
Brittany McMichael, director of the Greater Zion Convention and Tourism Office, told the St. George News that visitor spending is up nearly 14 percent in 2022. The organization was originally known as the St. George Regional Convention and Tourism Office.
McMichael added that in 2023, Washington County’s lodging tax will increase 1.5% over 2022, vehicle lease taxes will increase 8.5% and restaurant taxes will increase 8.3%.
“We know tourist spending is up, but we don’t know the percentage yet,” McMichael said.
The visitor spending report her office relies on is based on information collected by the Kem C. Gardner Policy Institute, and additional information for 2023 is expected to be available in the fourth quarter of this year.
“So we looked to diversify our tourism economy and looked for ways to do that without having major impacts that we would consider negative, like closing roads or bringing in tourists during a time when we already have a lot of tourists. One of the ways we identified is to foster the film industry,” McMichael said.
There’s a “buzz” around town when movies are being shot, and McMichael said the county benefits economically, so her staff is committed to growing the film industry in Southern Utah.
Ava Duran, 2023-24 Paiute Revival Powwow Princess, visits the filming locations for Horizon: An American Saga II, directed by Kevin Costner (right). Copyright Territory Pictures, Inc., Ivins, Utah, date TBA | Photo by Fred Haise, St. George News
The journey to film a major movie in Washington County began in 2014, and she credits Joyce Kelly, sales and events manager for Greater Zion Convention and Tourism, for forging a relationship with Kevin Costner’s Territory Pictures.
“It was a long conversation, but when Kevin Costner finally decided he was ready to shoot Horizon and we were able to get the production here, we decided it was time to really invest in the film,” McMichael said, “and this is just the starting point for us.”
Southern Utah has been the setting for many film projects over the years, but the four-part “Horizon: An American Saga” is the largest film ever produced in Utah. McMichael’s office estimates that Costner’s productions have had a $50 million economic impact on Washington County. Parts three and four of the film series are scheduled to shoot this year. McMichael said Costner is also building a film studio, Territory Pictures, in St. George.
“Territory Studios is going to encourage more and more movies to be made here in particular. The thing about the film industry is that it has a huge ripple effect,” McMichael said.
McMichael added that film productions pump “a huge amount of money” into local economies, including expenses filmmakers pay for office supplies, set equipment, internet service, furniture, lodging, food and clothing.
“We’re finding that even after the movies are released, people are doing what we call ‘set jetting,’ where people see the locations and the beautiful scenery of these movies and say, ‘I want to go there,'” McMichael said.
Another benefit of diversifying the tourism economy with the film industry is that it provides hands-on experience for film students at Utah Institute of Technology and Dixie College of Applied Technology.
A golfer and caddie walk down the fairway during the first round of the Copper Rock Championship golf tournament in Hurricane, Utah, May 16, 2024. Photo by Fred Watson, EPSON LPGA Tour, St. George New York
Another way to diversify Washington County’s economy is through sporting events. McMichael said Greater Zion is gaining national attention as a sports destination. The region has recently hosted the Ironman World Championship, the Epson Tour, the LPGA Senior Championship and will soon host the PGA Tour. She said she is grateful to early government leaders for seeing the region as a destination.
“We had tourism visionaries starting with the development of Red Hills Golf Course around 1965, people looking for ways to get people to get off the highway and spend their time and money in Washington County,” McMichael said, “That’s when it really started. Then there were other things that got us here, like the development of Sand Hollow State Park, and it’s become a very popular state park with locals and tourists.”
This economic growth has led to the development of parks, trails, pickleball courts and other amenities that enhance the visitor experience and quality of life for residents. McMichael said more than $4 million will be reinvested in the area in 2023 for projects such as Town Square improvements, Tuacahn expansion and improved biking and hiking trails.
“Together, we have focused on enhancing the destination’s appeal, developing world-class facilities and creating lasting memories for visitors and locals,” McMichael said.
Crowds gathering at the entrance to the Narrows, Zion National Park, Utah, date unknown | Photo courtesy of National Park Service, St. George News
As Washington County grows as a tourist destination, business is also increasing, McMichael noted. Tourism also brings jobs to Washington County: Travel industry employment has increased by more than 16% since 2019, McMichael noted.
For example, more visitors mean more accommodations, restaurants, guides, and outfitters are needed.
“As tourism has grown, the businesses that support it have grown, and we’ve had more jobs, and more restaurants, more shops, more outfitters, more great things for locals to enjoy,” McMichael said. “Without tourism, we wouldn’t have all those different businesses. We wouldn’t have all those different trails, we wouldn’t have all those parks, all that stuff. The economic activity that tourists generate is definitely a factor in that.”
One milestone McMichael highlighted is the new Greater Zion Visitor Center, set to open in 2023. He said the center will showcase the county’s diverse experiences. The facility will be located in the Washington County Courthouse and will be an interactive visitor center with exhibits and maps. Greater Zion will also share the area with staff from the Red Cliffs Desert Conservation District.
With the tourism economy thriving, McMichael said the challenge is to maintain growth while promoting responsible travel and community engagement. He said his office is data-driven and has a “huge sense of responsibility” to not strain resources. The office is trying to strike a balance by spreading out visitation throughout the year, such as by attracting basketball tournaments during the winter months when lodging demand is lower.
Going forward, priorities for Greater Zion include supporting businesses and figuring out which projects need infrastructure, strengthening the region’s reputation as a cycling mecca, maintaining hiking and biking trails and building more trails, McMichael said, adding that they will continue to improve the visitor experience and maintain a data-driven approach to marketing and development.
“The benefits of this regional collaboration are immeasurable,” Tracey Welsh, general manager of Red Mountain Resort and a member of the tourism advisory board, said in a news release. “Our partnership with Greater Zion Tourism fosters a strong sense of community and teamwork, allowing us to responsibly promote our destination while reinvesting in our people and community. We’re excited to see what the next five years bring as we continue to work together to advocate for our region.”
McMichael added that tourism also impacts Washington County tax revenues by providing annual tax abatements to county residents. The Greater Zion Convention & Tourism Office is funded almost entirely by a 4.25% hotel room tax (TRT) collected from hotel guests and vacation rentals, according to a news release. “Over the past decade, more than $30 million in TRT funds have been invested locally to support development and infrastructure projects throughout Washington County.”
Read the latest Greater Zion Tourism Report here.
Copyright St. George News, SaintGeorgeUtah.com LLC, 2024, All Rights Reserved.
Stephanie DeGraw is an award-winning journalist with 25 years of experience in journalism, broadcasting and public relations. DeGraw has worked for the Salt Lake City Tribune, Associated Press and City Journals. She was also a reporter for CBS-TV in Twin Falls, Idaho. She graduated from Weber State University with a bachelor’s degree in journalism and broadcasting.
