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Division presents OHV marketing metrics showing millions of video views and measurable tourism gains
Summary
Presenters reported OHV tourism campaigns produced 2.2 million video views and measurable increases in trail visitation and transient room tax receipts across Uintah, Sevier and Wayne counties; council requested recurring reporting.
Marketing presenters reported that recent OHV tourism campaigns produced 2.2 million video views and attributable visitation increases in multiple counties. According to the presentation, Uintah County saw a 20% increase at the Butch Cassidy trailhead and a 7% rise in Transient Room Tax receipts; Sevier County experienced a 433% jump in daily web traffic, a 23% increase in TRT and an estimated $3 million in new visitor spending; Wayne County reported a 35% increase in visitation at Swing Arm City.
Council members asked for more consistent data sharing; presenters committed to providing monthly or quarterly reports going forward. Amy Meyers (Sevier County Tourism) argued the marketing is "essential to convert trail investments into local economic development," noting the need to align infrastructure and promotional dollars.
Based on the data, the council block-approved tourism marketing grants for Uintah, Sevier and Wayne counties, citing a high return on investment from the campaigns.
