Focus group on tourism hears from the expert

By PATSY STODDARD Editor

The Emery County Travel Bureau has been working with the Emery County communities on branding. Tina Carter, from the travel bureau said, “We had the opportunity of having Roger Brooks visit our area and get down to the business of branding. He met with the Green River Committee and had a very productive meeting. Then after a quick tour of the communities Roger met with the Castle Dale Committee. This meeting went well and after a long discussion with them and a representative from the Huntington Committee, Roger felt it was a good idea to merge all the western communities together and call them the Castle Valley Communities.”
A Castle Valley Community’s Branding Leadership Team is being developed with 13 positions available. Brooks is a tourism expert who helps communities with branding and marketing. During his visit he had stops at Kanab, to Flaming Gorge, Box Elder and Emery County. His ideas for Emery County include: Brand focus: The amazing Goblin Valley – rock formations like nowhere else. Brand activities: Walking among the Goblins of Goblin Valley (umbrella brand) Collectively marketing the communities in western Emery County as the “Castle Valley Communities” and them promoting a top business or activity in each- a restaurant or local shop. Primary draw to the Castle Valley Communities: Bouldering in Joe’s Valley. Brand activities in Green River include paddle boarding the Green River and specific activities that can be fulfilled within a 30-minute drive of Green River; Using the visitor center/museum as a vendor site for local activities and becoming a hub for some of the Mighty Five national parks.
Brand activities for the Castle Valley Communities include bouldering in Joe’s Valley. Instead of promoting the San Rafael Swell the county was encouraged to promote specific activities: including ATVing Devil’s Race Track and Biking/hiking the Good Water at the Wedge.
Specific activities rather than general areas such as the Green River or the Swell. Promote restaurants, shops, and other local activities found among the Castle Valley Communities.
The next step along the way will be product development: essentially monetizing the brand. This will be the next focus for the monthly telephone conferences with the branding committee in August. In September and October marketing will be discussed during the telephone conferences.