ST. GEORGE — Managing fast-paced exponential tourism growth in Washington County while diversifying its economy is vital, its tourism director states.

Brittany McMichael, Director of the Greater Zion Convention & Tourism Office, told St. George News that there was a nearly 14% increase in visitor spending in 2022. The organization was initially known as the St. George Area Convention and Tourism Office.

McMichael added that in 2023, the transient room tax was 1.5% higher than in 2022, the vehicle leasing tax was up 8.5%, and the restaurant tax was up 8.3% for Washington County.

“We know visitor spending is up, but we don’t have the percentage just yet,” McMichael said.

The Visitor Spending Report her office relies on is from information gathered by the Kem C. Gardner Policy Institute, and additional information for 2023 will be available in the fourth quarter of this year.

“So we looked to diversify the tourism economy and try to look for ways that we can do that without creating major impacts that may be considered negative, like shutting down roads or bringing people in during already high times. One way we recognize that we could do that is to build up the film industry,” McMichael said.

There is a “buzz” around town when productions are filming. McMichael said that the county also feels the positive economic impact. So, her staff has pursued building up the Southern Utah film industry.

The journey to attract the most significant movie to film in Washington County began in 2014. She credited Greater Zion Convention and Tourism Sales and Events Manager Joyce Kelly with building a relationship with Kevin Costner’s Territory Pictures.

“It’s been a lengthy conversation. But when Kevin Costner finally decided that he was ready to film Horizon and we were able to get that production here, we decided that it was time to really invest in film,” McMichael said. “And this is just a jumping-off point for us.”

Although Southern Utah has been the site of many film projects through the years, the four-part series “Horizon: An American Saga” is the largest film produced in Utah. McMichael’s office estimated that Cosner’s production had a $50 million economic impact in Washington County. Parts three and four of the film series will be filmed this year. McMichael noted that Costner is also building his film studio, Territory Pictures, in St. George.

“I think that we’re gonna start to see more and more films happening here, especially with the building of Territory Studios. And the thing about the film industry is that a massive ripple effect happens,” McMichael said.

McMichael added that productions spend “a ton of money” in the local economy. Examples of filmmakers’ expenditures include office and set supplies, internet services, furniture, lodging, food and clothing.

“And even after the film comes out, we know that people are what they call ‘set-jetting.’ People see these locations in these films, these beautiful landscapes, and they say, I wanna go there,” McMichael said.

Another perk of diversifying the tourism economy with the film industry is providing practical experience for film students at Utah Tech University and Dixie Applied Technology College.

An additional way to diversify Washington County’s economy is through sporting events. McMichael said Greater Zion has secured national attention as a sports destination. The region recently hosted the IRONMAN World Championship, the Epson Tour, and the LPGA Senior Championship and will soon host the PGA Tour. She said she is grateful to early government leaders who could view the area as a destination.

“There were tourism visionaries that started back in like 1965 with the development of Red Hills Golf Course. There were folks that were looking at ways to get people to stop off of the freeway and spend time and money in Washington County,” McMichael said. “And that started clear back then. And there have been other things along the way that have led us to this point, even the development of Sand Hollow State Park. And it’s become such a popular state park for our locals and visitors.”

This economic growth has led to the development of projects such as parks and trails and facilities like pickleball courts, which improve the visitor experience and the quality of life for residents. McMichael said that in 2023, more than $4 million was reinvested into the area for projects like the Town Square improvements, Tuacahn expansion, biking and hiking trail improvements.

“Together, we have focused on enhancing our destination’s appeal, developing world-class facilities and creating lasting memories for visitors and locals,” McMichael said.