Carbon County tourism tax revenue nearly doubled over the decade, office reports

Tina Grange, Tourism & Film Specialist for the Carbon County Office of Tourism, presented a 2025 tax-data review showing lodging-tax revenue climbed from $230,073 in 2016 to more than $458,900 in 2025.

Grange said the county’s top three 2025 events were International Days (28,300 visits), the Price City Renaissance Faire (20,000 visits) and Helper Saturday Vibes (7,800 visits). She told the board the office’s multi-platform digital approach produced 122,580 website clicks in 2025 and that organic social engagement grew 98.3% year over year. "Tourism Works Here," Grange said, and the office will continue a "Basecamp for Adventure" message to encourage visitors to use local towns as a home base.

The presentation outlined the Q1 2026 strategy to sustain momentum: prioritize high-intent digital platforms (Roadtrippers, high-performing Reddit and Spotify creative), continue the Dark Skies campaign, and pair digital buys with traditional placements in Southwest Travel and Discover Utah. Grange provided platform metrics showing Roadtrippers yielded more than 200,000 impressions and YouTube/CTV placements generated over 2.7 million impressions in recent buys.

Board members heard that these investments are intended to support local businesses and measured outreach to in-state and regional drive markets, with top visitor origins listed as Utah, Colorado, California, Nevada and Arizona. The presentation closed with an emphasis on balancing growth with community priorities and tracking return-on-investment through targeted campaigns and direct-mail tests for Range Creek and Nine Mile Canyon tours.