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St. George Area Economic Development Summit

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Breakout Session: EXPOSED! – How COVID unmasked the value of tourism to the economy in Greater Zion

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St. George Area Economic Development Summit

  1. 1. EXPOSED! How COVID unmasked the value of tourism to the economy of Greater Zion
  2. 2. March 11, 2020
  3. 3. G R E AT E R Z I O N My story
  4. 4. G R E AT E R Z I O N March 11, 2020
  5. 5. G R E AT E R Z I O N The weeks just before • Tourism Day on the Hill • Intermountain Health Care • SUU Presentation • Tourism Stakeholder Presentations
  6. 6. G R E AT E R Z I O N Tourism Rollercoaster March 16 • White House recommends limit of group sizes to 10 people • NJCAA Women’s Fast Pitch Championship Cancels March 17 • State Health Office prohibits gatherings of more than 10 people March 18 • Dine-in food services, restaurants and bars closed • All businesses to implement social distancing plans March 19 • IRONMAN sends official announcement postponing race from May 2 to Sept. 19 March 20 • Red Mountain Resort announces they will close doors on March 22
  7. 7. Travel Spending (through 11/5) D E S T I N AT I O N A N A LY S T S
  8. 8. • By April 7, 46 events postponed or cancelled • By year’s end 83 events gone • $44 million in economic impact Dixie Center G R E AT E R Z I O N
  9. 9. • 425k visitors displaced • $93 million in economic impact International Travel G R E AT E R Z I O N
  10. 10. G R E AT E R Z I O N Zion National Park Tuacahn
  11. 11. • IRONMAN • St. George Marathon • Huntsman World Sr. Games • 40 other events • $66 million lost Sports G R E AT E R Z I O N
  12. 12. G R E AT E R Z I O N St. George Airport • Passenger counts dropped 90% • Down 27,619 passengers in one month
  13. 13. G R E AT E R Z I O N Golf Courses • Closed for 3 weeks in April • Lost 15,350 rounds & 23,000 visitors
  14. 14. In 2 months • $1.5m in TRT lost • $35m in economic impact The ripple effect
  15. 15. Lake Berryessa - Napa County California ( “The Glory Hole” ) G R E AT E R Z I O N Tourism Economics
  16. 16. G R E AT E R Z I O N Tourism Economics Events VacationsConventions Business / Home owner Immediate benefit $ Return visit $$ Leader / Influencer
  17. 17. “A poor and worthless place.” - Parley P. Pratt G R E AT E R Z I O N Historically there wasn’t a tourism component
  18. 18. “Ever since this country was settled, people have been occupied almost exclusively with wresting a living from the soil and getting a toehold economically.” - Orval Hafen, early 1900s G R E AT E R Z I O N Orval Hafen
  19. 19. “Instead of the isolated little farms and cattle ranches, we may be in the midst of a recreational center, which will entirely change our attitudes, our outlook, our associations, our opportunities….Pine Valley mountain, Zion Park, Bryce, Grand Canyon, and more parks to be created around us, will draw millions of people in the next few years.” - Orval Hafen, 1930s G R E AT E R Z I O N Early vision
  20. 20. “Our reasons for building a golf course are mostly to attract people from outside to come here and spend their money.” - Orval Hafen G R E AT E R Z I O N It wasn’t for the locals…
  21. 21. In 2 months • $1.5m in TRT lost • $35m in economic impact What it does for us
  22. 22. G R E AT E R Z I O N Economic impacts of tourism $600m Direct Spending by Visitors 8,900 Jobs Created $220m Labor Income for County Residents $11m State Income Tax $25m Sale Tax $732m Total Output for Businesses $379m Value Added Economic Activity (providers for tourism businesses) A P P L I E D A N A LY S I S I M PA C T S T U D Y - 2 0 1 9
  23. 23. G R E AT E R Z I O N Why it works A P P L I E D A N A LY S I S I M PA C T S T U D Y - 2 0 1 9
  24. 24. G R E AT E R Z I O N Why it works A P P L I E D A N A LY S I S I M PA C T S T U D Y - 2 0 1 9
  25. 25. G R E AT E R Z I O N Additional Benefits T R A N S I E N T R O O M TA X R E V E N U E = $9m (2019)
  26. 26. G R E AT E R Z I O N Additional Benefits T R A N S I E N T R O O M TA X R E V E N U E TRT Spending • Tax Advisory Board • County Commission
  27. 27. G R E AT E R Z I O N Additional Benefits 53% for marketing 13% average growth (prior to COVID) T R A N S I E N T R O O M TA X R E V E N U E
  28. 28. G R E AT E R Z I O N Additional Benefits T R A N S I E N T R O O M TA X R E V E N U E 47% for tourism facilities • Convention Center • Tuacahn • Trails • Parks
  29. 29. G R E AT E R Z I O N Household Tax Relief T R A N S I E N T R O O M TA X R E V E N U E
  30. 30. In 2 months • $1.5m in TRT lost • $35m in economic impact What COVID did to it
  31. 31. 2019 Awards • #1 Spa of 2019 - Spas of America • Top All-Inclusive USA Resort - U.S. News & World Report • Best Hotels in Utah - U.S. News & World Report Red Mountain Resort G R E AT E R Z I O N 2020 Crisis • Closed Doors - March 22 - September 2 • Lost 13,000 room nights and millions in revenue • 265 employees laid off
  32. 32. • 12 concerts cancelled • 150 summer shows cancelled • Lost $4.4 million in revenue • 40 full-time employees furloughed • Salary reductions of 5% - 25% Tuacahn G R E AT E R Z I O N
  33. 33. G R E AT E R Z I O N Unemployment claims 11% of claims are from tourism • 12,257 first time claims • 2033 in accommodations/food service • 350 in Arts/Entertainment/Recreation Pre-to-post-pandemic increase in claims registered 1,668%
  34. 34. In 2 months • $1.5m in TRT lost • $35m in economic impact How our office reacted
  35. 35. Stay Greater Video #1 https://www.youtube.com/watch?v=t3zLj2qNmAA
  36. 36. G R E AT E R Z I O N 1 2 Optimism and reassurance that unites and inspires Empathy with simple, calm inspiring images & content 3 Openness, safety, and authentic, welcoming inspiration Staged Marketing Approach
  37. 37. G R E AT E R Z I O N Find Your Space
  38. 38. Find Your Space Video #1 https://www.youtube.com/watch?v=z5c8-4qsnlI
  39. 39. Find Your Space Video #2 https://www.youtube.com/watch?v=tg8FTih20pw
  40. 40. Fall Co-Op Campaign Success • Winter Strategy • New Creative for Spring
  41. 41. Find Your Space Video #3 https://www.youtube.com/watch?v=qd4Y8pr4QJw
  42. 42. G R E AT E R Z I O N State Park Visitation
  43. 43. G R E AT E R Z I O N National Park Visitation
  44. 44. • 12 regional tournaments Sports Recruiting G R E AT E R Z I O N
  45. 45. G R E AT E R Z I O N In the Press • New York Times • Newsweek • Readers Digest • Travel & Leisure • Forbes • Record Social Media #s (up 500% from Oct.) • Highest performing post in 2 years (5x higher) • YouTube Video Views (1600 viewed 6 minutes) Social Media Total Reach 4.4 billion!
  46. 46. Results
  47. 47. National Travel Spending (through 11/5) T O U R I S M E C O N O M I C S
  48. 48. Greater Zion Visitor Spending (through Q3, 2020) V I S AV U E D ATA VisaVue data represents roughly 53% of visitor2020 Down 7% Q1 - Q3
  49. 49. Hotel Occupancy S T R D ATA
  50. 50. Hotel ADR & RevPAR S T R D ATA
  51. 51. Transient Room Tax Revenue TA X C O M M I S S I O N Through September we have recouped $637k of the $1.5m lost in the first 2 months of the pandemic WashCo TRT down 12% Jan-Sept Statewide TRT down 39% Jan-Sept
  52. 52. Transient Room Tax YOY Change K E M C . G A R D N E R I N S T I T U T E • Washington County saw one of the greatest drops in TRT dollars totaling $1.5m in two months. • As a percentage it is lower than some counties because we have bounced back.
  53. 53. St. George Airport PA S S E N G E R D ATA Steady rise in passengers to 2017 levels *Airport Closed Summer of 2019
  54. 54. Despite losing • International Travel • Meetings & Conventions • Entertainment • Major Sports Record setting revenue
  55. 55. Where we’re headed
  56. 56. Changing sentiment & circumstances G R E AT E R Z I O N Won’t travel till the virus situation blows over
  57. 57. Find Your Space Video #4 https://www.youtube.com/watch?v=0Aet6ISne30
  58. 58. Find Your Space Video #5 https://www.youtube.com/watch?v=dqfcK4aC5n4
  59. 59. What’s ahead?
  60. 60. DSU Marketing Partnership
  61. 61. Parking • Entrances • Shuttles • Trails Greater Zion App
  62. 62. 3D Topographical Map • Interactive Multi-Media • Live Animals Greater Zion Visitor & Discovery Center
  63. 63. Largest global event to ever happen here
  64. 64. IRONMAN 70.3 World Championship Sizzle Video
  65. 65. It has been a fascinating journey since March 11th. T I T L E T E X T

Breakout Session: EXPOSED! – How COVID unmasked the value of tourism to the economy in Greater Zion

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