Consultants presented a draft tourism strategy to the Weston County Travel Commission on Oct. 25, 2025, urging actions to raise visitor spending, expand paid marketing and prepare the public for a lodging-tax renewal in November 2028.

The proposal centers on growing visitor spending “faster than your neighbors” to move Weston County up state ranking, expanding marketing and staffing the commission so the organization can reach a $200,000 annual budget target. The consultants said the county is currently about $40,000 short of that target and laid out specific tactics to fill the gap.

Why it matters: the local lodging tax is the commission’s principal revenue source for marketing and product development; consultants said voters approved the tax in 2024 and it will be up for renewal in November 2028. Consultants and local participants warned that public education — including recurring annual reports showing how visitor dollars benefit residents — will be necessary before a renewal campaign.

Workshop details and recommendations

Consultants summarized recent county tourism data and implications for strategy. They reported statewide visitor volume at about 8.7 million and said Weston County recorded roughly 53,000–57,000 visitors in the referenced year; the county represents about 2.5 percent of the state’s land area and about 1.2 percent of its population. Consultants said county employment tied to tourism has climbed in recent years (they cited an increase from about 170 to about 210 jobs) and noted a single new hotel can create multiple local jobs during operation and construction.

To increase revenue, the consultants identified three headline priorities: strengthen governance and funding, hire a staffed position dedicated to destination marketing, and expand external marketing and public relations in partnership with state tourism offices. They recommended the board remain strategic and allow an external agency or staff to execute tactical marketing — “you're paying them for their expertise,” the consultant said — while speaking up if a proposed creative direction would anger local voters.

Funding math and room-night target

Consultants walked through the commission’s budget math: they described the lodging-tax yield as roughly $4 for every $100 in room revenue (explaining that equates to the amount the commission receives per room night under current tax rules). Using that figure, consultants said the commission needs on the order of 25–30 additional paid rooms per night during an eight-month operating season to reach the $200,000 budget target; they framed the goal as realistic if marketing fills more currently empty hotel rooms.

Assets, product ideas and monetization

Workshop discussion focused heavily on promoting existing local strengths rather than inventing new ones. Participants and consultants listed attractors and experiences that can be packaged and monetized: hunting and other active outdoor recreation; mountain biking and hiking trails; rodeos and car shows; museums and heritage sites such as the Red Onion Museum and the Anna Miller Museum; Downtown Newcastle Historic District; and specialty food businesses the consultants cited as examples (the Bread Doctor in Torrington and the Medici chocolatier were highlighted as small businesses that draw visits). The consultants also recommended adding a designated local film liaison to pursue production scouts and location shoots.

Consultants emphasized monetizing experiences (for example, rental bikes, helmets, packed lunches and guided services) so visitors spend locally rather than simply pass through. They also flagged product-development ideas small enough for the commission’s grant or development fund: wayfinding and directional signage, trail-specific maps in portable formats, event support and targeted product grants.

Marketing and PR tactics

The consultants advised focusing on a drive-market and nearby regional audiences first (in-state and neighboring states), using photography and video assets, and feeding story leads to the Wyoming Office of Tourism and its PR partners. They suggested two marketing strands: external (to drive new paying visitors) and internal (to keep residents informed and supportive of tourism funding). The consultants also urged improvements to social-media responsiveness by having someone local provide timely content rather than relying solely on an out-of-county agency.

Workforce, housing and infrastructure constraints

Board members described local constraints that affect tourism growth. Consultants and participants noted workforce housing shortages — one hotel has been repurposed as workforce housing — and utility limits, including a reported natural-gas capacity constraint in Newcastle that currently limits new meters. The consultants said such infrastructure and housing issues will affect the commission’s ability to convert marketing into additional paid stays.

Public engagement and voter education

Because the lodging tax was voter-approved in 2024 and must be renewed in 2028, consultants stressed a continuous public-education program. They recommended an annual one-page report to residents showing tax revenue, projects funded and local benefits, rather than waiting until an election year to make the case.

Process and next steps

Consultants said they would finalize the draft plan within days and return a board-ready version for formal consideration, including recommended budget and project-development items. They recommended the commission secure a dedicated staff person (or county-based employee with benefits provided by the county) once funding reaches the target, and to use product-development grants selectively for signage, trail materials and event support.

Ending

The commission and consultants left the meeting with a clear set of priorities: raise lodging-tax revenue by filling empty rooms, invest in a staffed marketing resource, feed story opportunities to state PR partners, and prepare voters well ahead of the November 2028 renewal. The consultants said they will deliver the draft plan and recommended project list for board review in coming days.