ST. GEORGE — Brittany McMichael has been appointed director of the Greater Zion Convention & Tourism Office by the Washington County Commissioners. McMichael has served as the interim director of the tourism office since November.
“We have complete confidence in Brittany’s ability to lead the team and continue the successes that the office has had,” Commissioner Adam Snow said in a news release. “The tourism office plays such a vital role in the economic vitality of our community. Brittany has been an integral part of the team as assistant director for more than five years and then interim director.
“We believe her institutional knowledge, deep roots in the community and extensive tourism background are a successful formula for leading our regional tourism effort into the future.”
McMichael has over two decades of experience in varied roles in the convention and tourism industry with Washington County. Most recently, her primary responsibilities included budget management to ensure tourism dollars were spent responsibly and adhering to county and legislative codes. She also spent many years on the management team of the Dixie Convention Center where she contributed to the growth of the region’s convention business.
“A few years ago the tourism office rebranded as the Greater Zion Convention & Tourism Office to better represent the diverse offerings found throughout the county,” said Commissioner Gil Almquist in a news release. “As part of this effort, they expanded their marketing to target a guest that stays longer and spends more. This, coupled with an emphasis on events in the region, has helped diversify our tourism economy. Brittany was a part of these major shifts in the tourism office and we look forward to seeing how she expands these efforts while balancing tourism growth and community values.”
The purpose of the Greater Zion Convention & Tourism Office is to maximize the revenue generated by tourists as well as provide a rewarding future for Washington County residents and visitors. The team at the tourism office is responsible for promoting visitation including national and international leisure business, securing groups and meetings in the area, facilitating sporting events, supporting destination development efforts and so much more.
“Tourism is one of the greatest economic drivers in Washington County,” said Commissioner Victor Iverson said in a news release. “Washington County offers such a diverse tourism product and is enhanced by world-class events that generate millions of dollars in economic impact to the region along with amazing national and international brand awareness. Brittany has been a part of the team which has developed this successful formula and I believe her leadership over the years has uniquely positioned her for her new role with the team.”
In Washington County, tourism is funded by a Transient Room Tax (TRT) of 4.25 percent paid by all visitors who stay in hotels and vacation rentals, the news release said. The millions of dollars that tourism brings to Washington County provide approximately $1,200 per household in tax relief annually to residents. TRT use is regulated as 47% for sales and marketing efforts for the county and 53% can be used for tourism and destination facilities.
“Tourism is an important economic engine that fuels our community and I am so humbled that the County Commissioners have asked me to steward this effort into the future,” McMichael said in a news release. “We have an incredible team of dynamic individuals at the tourism office who have helped us elevate the tourism experience in the region. I look forward to working closely with the team to build upon our successes and lead our office into the future.”
As the tourism office looks to the future, McMichael’s team continues to balance driving the tourism economy with community needs. Key initiatives include positioning the region as a great location for commercial and film production as noted by the recent announcement of Kevin Costner’s movie “Horizon” being filmed in Washington County.
The team also will open and manage a new visitor center this summer, located in the new county administration offices in downtown St. George. Other initiatives in 2023 range from trail building and stewardship to hosting large events like the Utah Tourism Conference and the return of the Ironman 70.3 North American Championship.