[{"_1":2,"_98":-5,"_99":-5},"loaderData",{"_3":4,"_25":26},"root",{"_5":6,"_17":10,"_18":19,"_20":21,"_22":10,"_23":-5,"_24":-5},"user",{"_7":8,"_9":10,"_11":10,"_12":-5,"_13":-5,"_14":15,"_16":-5},"roles",[],"isAuthenticated",false,"isPremium","planName","subscriptionStatus","featureFlags",{},"insightsBudget","isDevelopmentHost","userPreferences",{},"recaptchaSiteKey","6LcvOJcUAAAAAHsB-gPGfGktcRlKpH7OTIU_dMTD","isImpersonating","impersonation","affiliateStatus","routes/v2/article/layout",{"_27":28,"_29":30},"notFound",true,"relatedArticles",[31,75,86],{"_32":33,"_34":35,"_36":37,"_38":39,"_40":41,"_42":43,"_44":45,"_46":47,"_48":49,"_50":51,"_52":53,"_54":55,"_56":57,"_58":59,"_60":61,"_62":63,"_64":65,"_66":67,"_68":69,"_70":71,"_72":73,"_74":73},"mediaId",6457670,"mediaKeyId","5842174-897dc85f5ac5fbe3cf9621c7ea13f310","parentId",5842174,"title","Moab tourism office outlines 2026 budget, flags reserve and staffing questions","audioSeconds",2502,"startMs",307000,"endMs",2809000,"viewUrl","/Search/View?dp=1&key=5842174-897dc85f5ac5fbe3cf9621c7ea13f310&start=307&end=2809","thumbnailUrl","https://assets.pipeline.soar.com/5842174-897dc85f5ac5fbe3cf9621c7ea13f310/thumbnail_307000.jpg","articleUrl","/articles/6457670/Utah/Moab-tourism-office-outlines-2026-budget-flags-reserve-and-staffing-questions","mediaUrl","https://secure.pipeline.soar.com/6457670-cba5df3f27da36d40913b340a18b1765/orig.mp4?Expires=1770208546&Signature=HpXA6sQ2YkeNMVwqkIK19MMrWKrQfF4X-9GpzzZDuiQ3ZMxJIhMSIJl4GhY-BCnZO3KI1AVqERpIxpcshL8qtC9rMaxln7RYjGYCbvdPJVJr8KOR9vDcYGbFcKFvRVQOlosp3ZW5WDb-qF7jCCrf5wmACYNhgO6u~txAi3BDLS11PsRjMt93cON8FI745HmNhIjn65Tv509eMjUnC1KfOlTdgxU0H5VoJ3tZQBlRWNI3wKYdkTx8vc4Q~rwWpEspEOc37SFgzCycJK77ZRHB-UlnItQd3tJfwTCiXDt4MBmB~fXMY69OdZaaAcH2ydk8ycj2YXfXm5giiCUMcn5m~w__&Key-Pair-Id=KUT5TJCACFTXG","author","Grand County Utah Government","date","2025-09-24T11:20:29Z","article","Moab tourism office staff presented a draft 2026 budget during the Milan Tourism Advisory Board’s Sept. 23 workshop and described projected Tourism-Recreation-Tax (TRT) revenue, fund-balance constraints and program lines the office expects to fund.

Brian Martinez, Grand Valley Commission, summarized preliminary projections saying the TRT projection for 2026 “is gonna be $8,153,618,” with promotion estimated at roughly $3,623,830 and mitigation—programmatic or mitigation spending—at about $4,529,777. Martinez also reported an estimated reserve account of about $3,410,000 and flagged an estimated fund-balance upper limit near $4.079 million.

Staff told the board that some accounts historically underspend and that the county finance staff had recommended managing fund balance so the budget remains within legal limits. Board members discussed Gabe’s advice (county finance) that, historically, the department underspends and that conservatively budgeting for reserve changes is prudent; staff said records and an audit are underway to identify how prior balances were attributed among promotion, film and convention allocations.

Office staff reviewed detailed lines in the 2026 draft: subscriptions and memberships (Conde Nast, Outside, Wall Street Journal, Bridal Industry Association, U.S. Travel Association and Outdoor Industry Association), professional/technical services (Mailchimp, CrowdRiff), creative services (branding and contract work tied to the 2026 rebrand), paid-media costs (the Madden recommendation was included), website costs (Simpleview contract and a roughly $10,000 estimate to update visual branding), reprinting travel guides and smaller items such as postage, merchandise and familiarization tours.

Board members asked several substantive questions: whether creative/account support proposed by Madden would be an amendment to that agency’s contract; whether imagery and photo/video production should be budgeted now; how email contacts and first-party data are being captured; and whether carryover funds historically labeled for recreation, film and convention could be used for promotion under the new statutory framework discussed (HB 456 and related TRT rules were referenced by staff).

Multiple board members also asked about staffing lines: the 2026 proposed salaries and benefits figures reflect HR-controlled lines and a director position remains unfilled. Staff said hiring a director will prompt further staffing and salary decisions and that the office does not want the board to make staff-level hiring decisions directly. Board members asked staff to supply recommended staffing figures (including any proposed part-time or full-time hires) so the advisory board can include them in its recommendation to the county commissioners.

Ending: Staff will revise the draft and provide updated budget language for the board’s October meeting. The board also asked county finance to clarify fund-balance attributions for prior years so the advisory recommendation to the commission can reflect which reserves are available for promotion versus mitigation.","mediaType","Video","parentTitle","Moab Tourism Advisory Board (MTAB) - Budget Workshop - September 23, 2025","oneSentenceSummary","Moab tourism staff presented a preliminary 2026 operating budget that includes promotion, creative services, subscriptions and travel; board members debated reserves, possible overspend guidance and staffing for a director position.","taxTitle","Grand County Boards and Commissions, Grand County, Utah","taxId",67556,"location","Utah","headline","","shortSummary",{"_32":76,"_34":35,"_36":37,"_38":77,"_40":78,"_42":79,"_44":79,"_46":80,"_48":81,"_50":82,"_52":83,"_54":55,"_56":57,"_58":84,"_60":61,"_62":63,"_64":85,"_66":67,"_68":69,"_70":71,"_72":73,"_74":73},6457675,"Agency recommends expanding paid media, adding site and email work in 2026",0,2813000,"/Search/View?dp=1&key=5842174-897dc85f5ac5fbe3cf9621c7ea13f310&start=2813&end=2813","https://assets.pipeline.soar.com/5842174-897dc85f5ac5fbe3cf9621c7ea13f310/thumbnail_2813000.jpg","/articles/6457675/Utah/Agency-recommends-expanding-paid-media-adding-site-and-email-work-in-2026","https://secure.pipeline.soar.com/6457675-c88217aa8eaa72fee42132ce0fc5c98a/orig.mp4?Expires=1770208546&Signature=TZHQHZg02KI5U2qT343utI6-B~11I6s2UTPNc4F6zRHu-kzA4ktmtqFNmktnbsJ~TvzJp1sUxJodEIl7D9E4xLAtv1F1W3nl48uKJFpQThLiyjizD3SrM5dPP~qXt5gMkXhW3qqq-Ry3l4aX8DHFHHABYb6MqdFQzpbROlIxF0G-o64d1LHV7nhQ4CZbeQNHe4aRNjMjbYjzKjgaJu5GaoBxmt2yzyk4dOYB0D1JiYrnCTaEmNA6UNX4DdwMGegGMHfN3C96w8~kWbqdpfdZtJgUsxDNj7a1Wc3SbrbOqlU99fTLdZVpnD7hb3cUVV8D3ijPuO8~kp~Z5yQh8WII9A__&Key-Pair-Id=KUT5TJCACFTXG","Madden Media recommended expanding Moab’s paid-media program for 2026 and adding more website- and email-focused work to convert ad impressions into bookings.

Caitlin Green, Madden Media’s media buyer, told the Milan Tourism Advisory Board that 2025 emphasized “awareness and data driven media” and that the agency wants to evolve next year to “more lower funnel tactics” including landing pages, SEO briefs, content creation and email marketing to “drive the traffic down, in the right messaging to the website.”

The agency’s proposed line items discussed during the Sept. 23 budget workshop included a paid-media bucket of $1,200,000 and a separate account-and-design support line intended to cover landing-page builds, creative briefs and ongoing account strategy. Board members asked whether the design/account support would be part of Madden’s existing contract or require an amendment; Madden staff said that it would likely be handled as an amendment to the original contract.

Madden staff also recommended migration and ongoing use of data services. Green and other Madden staff said the office’s Symphony data subscription is set to expire in mid-2026 and that Madden’s Voyage (Voyage Signal/Voyage Data Services) would be used instead, with Madden staff (Heather Molina was named) ingesting data and reporting back to the office so campaign decisions are more directly overseen by Madden.

Board members pressed for detail about creative assets and content. Green said the proposal includes content-creation support and that the account/design bucket would include a monthly program of content briefs and the staging and publishing work needed to support landing pages and improved SEO. When asked about imagery needs — photos and video of families and other target audiences — Madden and Moab staff said the creative-services line in the tourism office budget is the usual place for photo/video projects, and that the board should consider budgeting for a targeted shoot if existing assets are insufficient.

Madden staff said they will present a fuller 2026 media plan in November with more detailed creative proposals, and the board and office staff said they expect to refine the paid-media and creative allocations at that time.

Ending: The board did not take a vote at the Sept. 23 meeting. Madden will return with a full media plan in November; meanwhile board members asked staff to confirm contract language and whether the account/design support and content work require a formal contract amendment.","Madden Media proposed a paid-media-focused plan for Moab's 2026 tourism marketing that shifts budget toward lower-funnel tactics, website landing pages and email nurturing while keeping the paid-media line at roughly $1.2 million.",{"_32":87,"_34":35,"_36":37,"_38":88,"_40":89,"_42":90,"_44":91,"_46":92,"_48":93,"_50":94,"_52":95,"_54":55,"_56":57,"_58":96,"_60":61,"_62":63,"_64":97,"_66":67,"_68":69,"_70":71,"_72":73,"_74":73},6457665,"Moab film commission asks for modest budget increases, part‑time help and vehicle option amid busy shoot schedule",1650,4317000,5967000,"/Search/View?dp=1&key=5842174-897dc85f5ac5fbe3cf9621c7ea13f310&start=4317&end=5967","https://assets.pipeline.soar.com/5842174-897dc85f5ac5fbe3cf9621c7ea13f310/thumbnail_4317000.jpg","/articles/6457665/Utah/Moab-film-commission-asks-for-modest-budget-increases-parttime-help-and-vehicle-option-amid-busy-shoot-schedule","https://secure.pipeline.soar.com/6457665-898a999f62ef78ba64e1cd381058ad0f/orig.mp4?Expires=1770208546&Signature=cXO46bpvYj~Q9kX1J3mNIJk2-yb6F7e6DjYe5wbbVQ-ORmDoX3vj1Lao~TPXDi1dM3yBbXcf9IO-g5S~o3AEO8cTbfjUVvJ8OFKA8-ALCDhdkAitWLOUy2FYRG~nNCRevphABLjVh4mTipPTrQVpewmorsRmY9uCLy2eIn7v21aCiXihj3pTOpLnx6WWLnKUIRijbgsYUAPCFBEBsVEpQO0FkdS1yHT~7KOny78YT429YnywznOEgzh4Q094gT38ufpKF1CapxTiHEjFmyJTyFKJizi7LKoGBrnR-sNCtVhVK0W4SBQ~OkbCAsXcVD7L7yiQpCnu0dpOQymWtHi4Uw__&Key-Pair-Id=KUT5TJCACFTXG","Vika Metzner, director of the Moab to Monument Valley Film Commission, told the board the commission remains a one‑person office and presented a 2026 budget that seeks modest increases in travel, marketing and operational support and requests a discretionary allocation to fund a part‑time assistant if the advisory board and HR approve staffing changes.

Metzner said the commission provides permitting, location scouting and local production support across Grand and San Juan counties and that, in the last weeks, several projects were active or on the ground including a Rocky Mountaineer project (“Canyon Spirit”), a Red Bull shoot and a large beverage‑company production in pre‑scout. Metzner said these productions bring economic activity to the community and that film‑tourism projects (Utah Film Trail markers, sizzle reels and familiarization tours) also support destination promotion.

Budget lines Metzner highlighted included memberships and subscriptions (Association of Film Commissioners International, Motion Picture Association of Utah, RealScout/industry listing services), marketing and booth costs for festivals, modest public‑notice and local ad money for casting calls and local screenings, and a request for funding for merchandise and familiarization tours. Metzner also proposed a leased high‑clearance 4x4 vehicle at about $1,100 per month (approximately $13,200 per year) as an operational option; she said a buyout would be in the $55,000–$65,000 range if the county preferred purchase instead of lease.

On staffing, Metzner presented an HR‑level estimate for a part‑time assistant at roughly 25 hours per week (about 1,300 hours annually). She said HR’s 2025 pay chart suggested a grade‑7 hire could range from roughly $24 to $37 per hour; Metzner included an illustrative annual salary range of roughly $31,000–$48,000 in the packet as planning guidance depending on HR placement and benefits.

Metzner noted several operational items that have been absorbed by the film commission in recent years — website administration (Wix), ad placements for casting calls, and production coordination — and asked the board to consider whether more of those functions should be supported through coordination with the Moab Office of Tourism and with agency partners (Madden, Camp Stories) rather than relying on the commission as a solo operation.

Board members asked for more detail on how productions are announced to local businesses; Metzner said confidentiality and nondisclosure agreements sometimes restrict timing, but she said she would work to provide at least a monthly heads‑up email to local businesses when crews and major projects were scheduled.

Ending: Metzner asked the board to consider a small discretionary line to fund a part‑time assistant and modest operational items; the advisory board directed staff to include these requests in the next draft for the Oct. 14 meeting and to clarify which TRCCA/TRT pots the film commission may draw from under the new statutory framework.","The Moab to Monument Valley Film Commission, run as a one‑person office, presented its 2026 budget requests including travel, memberships, public-notice money, a possible part‑time assistant and an option to lease a high-clearance vehicle for location work.","actionData","errors"]

Article not found

Moab tourism office outlines 2026 budget, flags reserve and staffing questions

Agency recommends expanding paid media, adding site and email work in 2026

Moab film commission asks for modest budget increases, part‑time help and vehicle option amid busy shoot schedule