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Tourism director reports strong winter numbers, downtown construction ahead of schedule
Summary
Executive Director Kyle told the board that January saw about 15,000 unique visitors and 24,500 overnight stays; website sessions topped 11,000 with 20,000+ page views. Downtown construction is ahead of schedule and expected to be completed before July 4, 2026.
At the Feb. 25 meeting, Executive Director Kyle briefed the White Pine County Tourism and Recreation Board on marketing performance, visitor data and capital projects.
Kyle said the "Find Yourself" campaign is performing well despite a small post–Fire and Ice lull in February. Website sessions exceeded 11,000 with more than 20,000 total page views, and the newsletter click-through rate was 7%.
On visitation, Kyle reported about 15,000 unique visitors in January and roughly 24,500 overnight stays; the top visitor origins were Salt Lake City, Las Vegas and Boise. January room tax collections were up 5% year-over-year, and visitor spending rose 1.3% in 2024. Kyle noted a statewide forecast of a slight 4.9% decline for 2025.
Project updates included a convention center redesign nearing final approval, trail signage and heritage grants progressing, and a planned interactive 3D tactile star map for downtown accessibility. Kyle said downtown construction is ahead of schedule and expected to finish before July 4, 2026, with a ribbon-cutting planned before the horse races.
Board members did not take formal action on the report but received the information for ongoing planning and outreach.
