Serving the Greater Good

Greater Zion Team Supports Locals and Visitors Alike

By Marianne Hamilton

Let’s face it: It’s been a while since anyone thought about vacation planning. And those of us who’ve lived in southern Utah for any amount of time may assume we already know the best places to explore.

A quick visit to the Greater Zion Convention & Tourism Office will likely upend that mindset.

What benefits might locals derive from an organization mainly focused on bringing “outsiders” into the area? There are plenty, as it turns out. Just ask Sara Otto, Greater Zion’s marketing manager.

“As the world’s opening up again, you’ll have visitors staying with you, and you’ll be looking for ways to entertain them,” Otto noted. “We see lots of local residents coming in, picking up trail maps, restaurant guides, and other materials. Locals may not know that we have thirteen golf courses, or 600 miles of trails across the county. It can be eye-opening to be a tourist in your own backyard.”

Formerly known as Visit St. George (and technically the Washington County Tourism Office), the group was rebranded as Greater Zion in 2019 to leverage the worldwide cachet enjoyed by Zion National Park. Additionally, the organization sought to promote tourism opportunities county-wide.

“Visit St. George didn’t really serve Ivins, Springdale, and the other communities,” Otto said. “So the Greater Zion brand was created to represent all of the communities in the county. Obviously, we’re capitalizing on everyone’s familiarity with Zion National Park. But we’re also saying, ‘Hey, there are lots of things to see and do beyond the park you know.’”

At the Greater Zion Visitors Center, located on Main Street in downtown St. George, Utah, it’s possible to find kayak rentals on Quail Creek Reservoir, canyoneering classes in Snow Canyon State Park, or e-bike rentals virtually everywhere in the county. The Greater Zion staff can offer guidance on a multitude of minutiae, from the best pet-friendly hotels and trails to how to navigate Zion National Park’s new shuttle ticketing process. Otto says she and her colleagues provide such counsel based on first-hand experience.

“We’d be remiss if we just sat at our desks all day, looking at photos of local attractions and then making suggestions,” she acknowledged. “The people we hire always have their ears to the ground for new opportunities, and we try to experience everything first-hand. We’re really the vehicle for taking these attractions out to the greater population…so there’s value in us knowing about them.”

Beyond their role as the first point of contact for tourists and local residents, the Greater Zion team expends considerable energy— and dollars—in a broad range of programs aimed at promoting Washington County as a desirable destination for work and play. On a local level, that takes the form of capital investments (derived from transient room taxes flowing in from hotels and short-term rentals) in trails, such as the “missing link” segment connecting Sullivan Park and SunRiver; venue development, such as Snake Hollow Bike Park; athletic events, including the Huntsman World Senior Games and the IRONMAN 70.3 North American and World Championships; and many other projects. A grant program also funds marketing efforts for local events and activities as well as capital projects aimed at developing recreational venues and facilities.

All of these efforts depend on a steady influx of visitors, which isn’t always perceived by local residents as a positive. But, Otto advised, those tourists’ visits result in a direct benefit to every household in Washington County.

“As much as we may get cranky about traffic on the weekends or not being able to get into a restaurant, we want people to come and stay in our hotels, eat in our restaurants, and shop in our stores because those businesses are all supported by tourists. Tourism provides significant tax benefits to local residents: Every household’s tax burden is eased by over $1,200 each year because of the contributions of tourism to our local economy,” Otto said.

Even in a year sent off the economic rails by COVID, Greater Zion managed to generate impressive financial stats, Otto added. As tourism all but ground to a standstill from March and into May of 2020, her team retooled its messaging, encouraging sports teams, convention and meeting planners, and travelers to “Find Your Space”—and safety—in Utah’s great outdoors. As a result, the 2020 Presidents Day Weekend alone saw an estimated economic impact of $31 million, exclusive of Parade of Homes visitors (who contributed still more dollars to the local economy). And despite ongoing restrictions on international travel, which typically accounts for a significant portion of Greater Zion’s visitation, record tourismdriven revenues have been posted in Washington County since last August, adding to the area’s economic sustainability.

“Sure, it’s inconvenient at times,” Otto said. “Are we seeing more traffic? Yes! Are there road closures for events? Yes! But instead of cursing these changes, we encourage everyone to be a part of them, and embrace what’s going on. There are so many ways to get involved; do the Parade of Homes, watch a softball tournament, become a volunteer. And plan your day accordingly.

“People are drawn to this area because of the spirit of this community and the boundless outdoor recreational opportunities,” Otto finished. “We hope Greater Zion residents will continue to welcome visitors to our area while enjoying and exploring all of those recreational opportunities for themselves. Discover something new to love about living In Washington County.”

Visit the Greater Zion Convention and Tourism Office at 20 N. Main St., Suite 105, St. George, UT, 84770, www.greaterzion.com, or (435) 634-5747.

About the Author

Marianne L. Hamilton is a veteran journalist and marketing writer whose work appears in regional and national publications. When not race walking, hiking, or teaching water aerobics, she is Board Chair of Art Around the Corner and the Special Events Manager for DOCUTAH. She and her husband, Doug, are also co-administrators of the St. George Wine Club and race directors for the Huntsman World Senior Games and National Senior Games. Marianne was crowned Ms. Senior Italy Universe 2019–2020 and the Senior Pageants Group’s 2020–2021 Senior Games Ambassador. She is a proud breast cancer survivor.