Moab tourism office readies 2025 recap and public portal to show how tourism taxes are spent
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Summary
Staff previewed a 2025 recap and new branding for the Moab Office of Tourism and told the advisory board a public-facing portal is coming to provide clearer transparency on TRT/TRCCA spending and mitigation allocations. The board approved presenting the materials to the county commission on March 17 with stronger emphasis on mitigation.
Moab Office of Tourism staff presented a slide deck March 10 summarizing 2025 marketing results, a refreshed brand platform and new application and grant processes the office will present to the Grand County commission on March 17.
Staff highlighted operational changes—renaming or clarifying the office, selecting new agency partners after a long RFP process and producing a large volume of creative output (staff reported more than 500 ads between July and December 2025). Staff also described new grant guidelines intended to broaden the types of events and reduce barriers for smaller applicants.
Board members pressed for clearer public information on how transient-room-tax and TRCCA dollars are allocated among mitigation, marketing and operations. Staff said the state expenditure report details mitigation flows (search and rescue, EMS, sheriff) and that a new public portal will show where tourism tax dollars are spent. The board moved and approved a presentation to the commission for March 17 with language emphasizing mitigation in the messaging.
Staff also gave a brief monthly revenue overview showing adjusted-for-inflation trends and a note that marketing efforts beginning mid-2025 coincided with improved late-year results. The presentation included early metrics (e.g., 30,000 quantifiable room-night clicks attributed to recent marketing) but staff cautioned that those figures are only the subset the vendor could verify through click-through data.
Next steps: staff will finalize the presentation and return materials to the board before the March 17 commission meeting; the proposed public portal and the expenditure transparency page are expected to be available for commission review.