Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Consultants urge Moab to shift from 'bucket‑list' marketing to experience design to lengthen stays and protect the place
Summary
In a phase‑1 findings briefing, consultants recommended the Moab tourism office pivot from broad awareness advertising toward curated, longer stays, guided and shoulder‑season experiences, and a new visual identity to protect the destination's 'emotional equity.'
Moab — Consultants working on a multi‑phase branding project told local tourism stakeholders on Jan. 15 that the town should pivot from broad, bucket‑list marketing to a system of experience design intended to lengthen stays and reduce peak‑period strain.
Ben Peters, the project strategist, framed the recommendation this way: "The land isn't the backdrop. It is the main character," and the brand should be designed to protect that emotional connection rather than simply grow visitation. Peters said Moab's current marketing has produced vast awareness but has become insufficiently distinctive and, at times, too stern to be welcoming.
Why it matters: The consultants said research and social listening show strong demand for deeper, less rushed visits. They reported that "84% of people said guides and community members enhance their experience" and that…
Already have an account? Log in
Subscribe to keep reading
Unlock the rest of this article — and every article on Citizen Portal.
- Unlimited articles
- AI-powered breakdowns of topics, speakers, decisions, and budgets
- Instant alerts when your location has a new meeting
- Follow topics and more locations
- 1,000 AI Insights / month, plus AI Chat
