Travel Council gives agency green light to draft new billboard messaging

The Moab/Grand County Travel Council Advisory Board authorized staff to engage its agency of record to develop new billboard creative after a county resolution changed local welcome messaging.

Board members and staff described a 60-day timeline tied to the recently signed resolution and asked Love Communications to produce three creative concepts for review. Staff reported there are seven billboards of concern: two in town, three along Interstate 70 (two at Crescent Junction), one in Fruita and two outliers — one at the Richfield, Utah, corridor and one at the airport. The board discussed whether to temporarily display a universal “welcome” message while the full creative strategy is developed.

The advisory board made a nonbinding “green light” direction that staff and Love Communications start producing concepts for the board and the county commission to review. Members urged the agency to provide variations for interstate and in-town locations and to consider variable messaging that could promote DiscoverMoab content, the museum exhibit and the new Utahraptor State Park as short-term options.

Board members discussed governance and the board’s role: staff read bylaws emphasizing that the board can set marketing strategy and direct the travel council director, but the board should not direct day-to-day work of travel council employees.

Members agreed to collect creative ideas in a shared Google Drive and asked the agency to present options at a future meeting so the board can forward recommendations to the county commission for formal approval.