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Travel Bureau highlights visitor-data tools, visitor guide edits and Rentalscape rollout
Summary
Staff briefed the board on marketing projects — unresolved visitor-guide cover, Mill Site on Ice, radio ad quotes — and presented Zartico and Rentalscape analytics: a Zartico snapshot showed roughly 63% of tracked devices were out-of-town and 59% of spending came from visitors; Rentalscape mapping showed Green River with 38 short-term rental listings.
Emery County Travel Bureau staff used the Nov. 12 meeting to review marketing projects and new data tools that the office says will help target visitors and support local businesses.
Marketing updates: staff reported the visitor guide is near completion but the board has not finalized a cover image; staff asked for input on a high-energy, high-quality photo that balances recreation and responsible stewardship. Other marketing items included bulk radio-ad quotes for next year, Mill Site on Ice promotion coming live, and plans to refresh Buckhorn Visitor Station panels in January.
Visitor-data tools: staff shared a Zartico snapshot obtained via the state-office contract showing roughly 63% of tracked devices within the county were from out of town (January through early November). The snapshot also indicated about 59% of spending in the county during the period came from visitors; top origin markets cited included Salt Lake City, Denver and Los Angeles. Staff noted Zartico’s retail annual cost is high (~$18,000) but the state can provide periodic snapshots under its contract.
Short-term rental tracking: staff demonstrated Rentalscape, a mapping and analytics tool that lists short-term rentals by town, booking activity and host revenue. Staff said Green River shows 38 active short-term listings in the system; the tool creates reports that municipal planning and zoning staff can use to encourage compliance and support hosts. Staff cautioned that Rentalscape’s label “unlicensed” reflects lack of local verification rather than an enforcement finding.
Board members said the data could help target marketing to high-yield markets and help local businesses stock appropriate outdoor-recreation goods. Staff will pursue periodic Zartico snapshots through the state and circulate Rentalscape reports to municipal partners.
