For the upcoming 2020 year, the Garfield County Office of Tourism recently received a $229,500 match in cooperative marketing funds from the Utah Office of Tourism Board. Cooperative marketing funds, or “co-op” funds, are used to help areas in Utah increase tourism from out-of-state visitors.
Normally, due to the number of applicants and limited funds, each qualifying applicant receives up to 70 to 85 percent of what was requested. However, for 2020, the Garfield County Office of Tourism received the full amount requested, allowing the office to expand its marketing efforts in 2020.
The co-op funds awarded to Garfield County will be used to promote tourism in the area, spearheaded by their upcoming 2020 campaign “Bryce and Beyond” focused on encouraging visitors to explore other locations in Bryce Canyon Country along with the headlining national park. This campaign will be used to promote a wide range of recreational activities around the county as well as other cultural activities and scenic treasures specific to Garfield.
“We’ve been very successful in the last few years in terms of sending visitors to Bryce Canyon National Park, and we want them to experience all that our wonderful county has to offer,” said Falyn Owens, executive director of the Garfield County Office of Tourism. “That’s what ‘Bryce and Beyond’ is all about and we’re excited to get started.”
The Utah Office of Tourism Board designates co-op funds in order to partner with counties and increase the number of out-of-state visitors to Utah by leveraging out-of-state marketing dollars. These efforts have increased brand awareness for both Garfield County and the state of Utah.
The most recent information shows that in 2017, visitors to Utah spent $9.15 billion, which generated $1.34 billion in state and local tax revenue. That money not only supported 147,800 jobs but also saved each Utah household $1,375 in taxes. According to the Utah Office of Tourism, they have funded 605 applications to date, totaling $30,038,851 in grants, which has extended the state’s brand to $60,077,702 in out-of-state marketing dollars.
“Bryce & Beyond” will mark a bold new direction for the Garfield County Office of Tourism as they focus on guiding visitors to locations throughout the county. The campaign won’t neglect the county’s biggest draw — the national park — but will educate visitors about the area to make sure they’re complementing their Bryce Canyon trip with other destinations. With access to a number of other notable sites in the county, such as Grand Staircase-Escalante National Monument, Kodachrome Basin State Park, Panguitch Lake and the Anasazi State Park Museum, the “Bryce & Beyond” marketing campaign will be a robust one, extending the Bryce Canyon Country brand.