ST. GEORGE — How tourism dollars are spent, how they benefit Washington County and the area’s new direction were all part of the message of a St. George Area Chamber of Commerce luncheon on March 15.

Staff from the Greater Zion Convention and Tourism Office explained they are a transient-room-tax-funded department of Washington County.

Rochelle Blatter, community and partner relations manager for Greater Zion Convention and Tourism Office, said when visitors stay in a local hotel, short-term rental or campsite, they pay a transient room tax.

These taxes are collected and submitted to the state. Washington County then receives 4.25% of the total cost of the room. Blatter said the tourism office has guidelines from the Legislature on investing the money it receives. 

The Washington County Commission approved the Greater Zion Convention and Tourism Office’s budget of just over $20.8 million for 2023. She said 47% goes towards bringing visitors into Washington County. She said this “outside visitor money” helps the community by developing tourism-related trails, venues and facilities for the public to enjoy. 

“We want to make sure that once people come, they want to keep coming back,” Blatter said.

The other 53% of the tourism office’s budget is invested in the community through funding or improving projects like the Hurricane Equestrian Center, Spring Hollow Trail, Fields at Little Valley and Snake Hollow Bike Park.

For example, the bike park encompasses 80 acres in west St. George. According to the park’s website, there are many features and four skills zones: Rattler’s Revenge (dirt jump zone), Snake Den (pump track and skills loop), Venom Drops (gravity skills) and Sidewinder Slopestyle (gravity jump trails). The park includes a large pavilion, restrooms, paved paths, utility connections and a gravel parking lot. 

Pickleball courts and soccer fields are used locally and attract tournaments that bring in tourists, and funding also helps maintain places like Tuacahn Center for the Arts and the Zion Corridor Trail.

Other benefits of tourism she discussed included:

• Visitors help current businesses and community entities thrive.
• Visitors provide opportunities to interact with diverse groups of people.
• Tourism attracts new businesses, business leaders, events and conventions and provides vitality to the community.
• Economic benefits assist with tourism impacts on the community.

For local businesses, Blatter said the local events provide a way for companies to piggyback onto them. For example, businesses can offer more than a discount; they can name a drink, sandwich or menu item to coordinate with the event, such as Benja’s Ironman sushi roll.

Community members can get involved not only by attending events but also by hosting athletes, volunteering, hanging welcome banners or encouraging staff to dress in themes of the events. Washington County has over 11,000 jobs related to tourism. 

“A lot of our community members work in the tourism industry,” Blatter said. “So it is a benefit as far as providing jobs, having those jobs and being able to contribute to the community.”

Washington County residents benefit from tax relief of around $1,200 annually for property owners. Blatter said this is due to the money that helps pay for public safety, road construction, transportation, education, health and human services.

A new way the funds will be used this year is to revitalize the area’s s film industry. Southern Utah has historically been a film location in the past. The second speaker at the luncheon was Sales Manager Joyce Kelly who discussed “Horizon, An American Saga.” The second installment of four Kevin Costner films will bring an estimated $90 million in economic impact to Washington County. 

Recently a casting call for the film resulted in a significant turnout, with production starting in May on the second installment of the series. The first part of the movie was filmed in Moab last year. 

Kelly said production of parts 2 and 3 of the “Horizons” film series would be finished in the area. Then the final fourth installment will be filmed in 2024. 

“We’re truly excited about this for many, many reasons,” Kelly said. “We all know we have a tourism industry and development here. But we’ve been looking to acquire another really substantial industry and we have balanced in the film.” 

Although the area has been home to movies such as “Butch Cassidy and the Sundance Kid,” “High School Musical,” music videos and commercials, Kelly said they have “never been involved in anything with this magnitude before.” Kelly said this type of production could springboard the area into drawing many more major films to Washington County.

Kelly also said most of the series would likely be shot in the area. The production has opened the door for a major film studio to be built in Washington County. Click here to keep up to date on potential film opportunities. 

Wrapping up the speakers was Chad McWilliam, Sports and Adventure sales manager, who reminded attendees the Intermountain Health Ironman 70.3 North American Championship will be held in St. George on May 6. He said athletes from all over the world come to prove themselves against the legendary course. 

McWilliam invited individuals and businesses to volunteer during the race. 

When an audience member asked about the routes for the race, McWilliam acknowledged that sometimes large-scale events inconvenience residents. He said the organizers meet with the city leaders yearly to find the area’s best routes. 

“The routes discussion is always there. We’re trying to find the best course for the athlete or media coverage because this gets live-streamed all over the world. And that’s one of the best ways to show off our area,” McWilliam said. “And we try to figure out ways to give back to the community afterward.”

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