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Board approves bridge lights, tree lighting funding and Camp Stories winter campaign; OKs satellite media tour
Summary
The board approved $49,000 for bridge and walkway lighting tied to a holiday activation, authorized Camp Stories’ larger activation proposal (including paid media and a satellite media tour), and arranged related paid/earned media work to promote winter visitation.
The Moab Tourism Advisory Board approved multiple measures on Sept. 9 aimed at promoting winter visitation through coordinated holiday lighting and a paid media push.
Commissioner Brian Martinez outlined plans to “light up the bridge over the Colorado River and then the walkway path” and asked the board to authorize $49,000 for lights, generators and installation. Board members approved the $49,000 allocation to support lighting infrastructure for a holiday kickoff tied to a “festive tree” activation and related community events.
Separately, the board considered a broader promotion package from Camp Stories that would include paid media, an activation around a festive tree and satellite media tour placements in key markets. Board discussion included a short presentation on the satellite media tour approach — pre‑produced segments pitched to morning shows in emphasis markets such as Salt Lake City, Denver, Phoenix and Los Angeles. A representative described the satellite media tour as segments that “appear on all these morning shows in all of our major markets of emphasis” and explained fees vary by market size.
The board voted to approve Camp Stories’ activation, which staff presented with a proposed scope and budget (Camp Stories’ materials showed a campaign figure in the roughly $79,000 range including paid media and a satellite media tour). Board members approved that contract and asked staff to coordinate community partners, dark‑sky stakeholder concerns and logistics for lights, generators and public events.
Why it matters: The items are intended to lengthen the tourism season by creating a winter “holiday magic” campaign and events designed to attract overnight stays at a time when lodging inventory is underutilized. Staff said partners include the Chamber of Commerce and the Utah Office of Tourism and that the campaign’s goal was millions of impressions to drive winter visitation.
Next steps: Staff will proceed with procurement for the lighting infrastructure and finalize a scope and contract with Camp Stories, including the satellite media tour schedule and market targets. They will also coordinate with dark‑sky stakeholders on lighting design and with local event organizers on timing and permits.
