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Davis County unveils 2026–2030 "Discover Davis" plan to boost tourism and group business
Summary
Deputy Director Jessica Merrill presented the Discover Davis 2026–2030 strategic plan emphasizing a new mission, five pillars focused on group business and destination experiences, and highlighted national‑qualifying events including a new BMX venue and a planned Valhalla series.
Deputy Director of Tourism Jessica Merrill presented Davis County’s Discover Davis Strategic Plan for 2026–2030 at the March 10 work session, describing a new mission and five strategic pillars that emphasize authentic experiences, brand strengthening and economic impact for county residents.
Merrill said the office will focus on developing group business and generating leads for local partners — pointing out the County owns the Davis Conference Center and Western Sports Park and primarily operates as a business development unit that advocates for local attractions. She highlighted event developments, including a planned multi‑week Valhalla mountain biking and trail running series that will expand into the Wasatch Mountains beginning in October, and the new BMX track in Syracuse being named one of seven qualifying national event venues for 2026, which Merrill said will bring millions in economic impact.
Kent Andersen, Community and Economic Development Director, praised staff for building partnerships and leveraging county assets. Chief Deputy Civil Attorney Neal Geddes advised the Commission that the strategic plan would have greater effect if adopted at a Regular Commission meeting; Commissioners Crofts and Stevenson agreed and the plan will be provided to the excused Commissioner Kamalu for review before formal adoption is considered.
