Union County tourism official briefs Plain City Council on visitor growth and wayfinding sign rollout

Karen Ammon, a representative of Union County Tourism, told the Plain City Council on March 12 that visitor spending and hotel performance in Union County rose in 2023 and outlined next steps on a countywide wayfinding signage project.

Ammon said visitor spending was up 36% compared with the last reporting period and summarized the countywide economic-impact study: roughly $265 million in total economic impact in 2023, about $32.8 million in tax revenue, nearly 2,000 supported jobs and an estimated $744 of annual benefit per Union County resident. "I'm so excited about what is happening in the Plain City," Ammon said. "So very excited." Mayor Julie Kearney introduced the presentation and thanked Ammon for the update.

Why it matters: tourism-related spending supports local businesses and lodging tax receipts. Ammon said hotel average occupancy in 2024 was 68.9% and average daily rate $105, both reportedly the highest the county has recorded. She also told the council that short-term rentals (Airbnb/VRBO-style listings) numbered about 55 and often show higher nightly rates; she said the county and area municipalities are pursuing state-level legislation and local ordinance language changes to address tax parity for short-term rentals.

Details from the presentation included marketing and product work: a new county tourism website launched in fall 2023 (Ammon reported roughly 57,000 users and 157,830 page views in its first full year), cooperative advertising with TourismOhio, a deals card and visitor guide, and outreach to group-tour operators. Ammon highlighted local events and experiences that drove visits last year, including a first-time USA BMX national championship held at the Union County Fairgrounds (she said organizers reported more than 8,000 visitors and entrants from 32 states and three countries) and a locally produced truck show that attracted more than 2,000 attendees.

On the countywide wayfinding and signage project, Ammon said the county hired an agency (Emerge) to develop a master plan and design system intended to present a uniform look across participating municipalities. The plan will be rolled out in phases; Ammon said the county is preparing a single request for proposals (RFP) for fabrication and installation once participating municipalities complete procurement reviews and agreements. She said signs placed on state routes require property or state approval, and examples designed for state routes had to be reworked because of Ohio Department of Transportation limits. "Our biggest challenges... anything that was on a state route in there right away couldn't happen," she said.

Ammon said the county has set aside funds to begin phase 1 and to cover maintenance if the county or a designated entity accepts responsibility. She described the signs as intentionally directional and brand-focused (for example: "shopping, dining, parks") rather than naming individual businesses in phase 1. The project team is continuing to resolve municipal procurement approaches, maintenance responsibilities and property-permission issues before awarding a contract.

Ammon also reviewed tourism grant programs that support local events and said Union Station (the county visitor center and retail venue) carries locally made merchandise from roughly 68 local vendors.

Next steps: Ammon said the task force will finalize municipal agreements and the single RFP, then solicit bids for fabrication and installation. She invited council members and local businesses to participate in Destination Uplift webinars and other marketing workshops the county is offering.

Ammon took no council-directed formal action during the report; she closed by offering to answer questions. Council members present did not record further motions on the tourism report.