Tourism Business Development Workshop Digital Program by Utah Governor's Office of Economic Opportunity

TOURISM Business Development Workshop

Welcome to the 2025 Tourism Business Development Workshop!

OnbehalfoftheUtahOfficeofTourism,wearehonoredtowelcomeyoutothe2025 TourismBusinessDevelopmentWorkshop!Wearesogladyouarehere.

Thiseventwasmadepossiblethankstoone-timefundingfromtheEconomic DevelopmentAdministration's(EDA)AmericanRescuePlanAct(ARPA)grant Theprimary goalofthisgrantistobuildUtah'stourismindustryinapost-pandemicworldandbolster itagainstunforeseenfuturechallenges

Throughextensivedataandfeedbackfromeachcounty'sdestinationmarketing organizations(DMOs),andcommunitystakeholders,twokeyareaswithimmense potentialforgrowthemerged:agritourismandastrotourism Agricultureisabeloved industryinourstate,andthenightskyisanaturalopportunitythatshinesbrightlyinUtah Theseexcitingsectorsarethefocusofthisworkshop,andwebelievetheyofferunique opportunitiesforyourbusinessesandcommunities.

Overthenext24hours,youwillbenefitfromtheinsightsof45speakersacrossthree keynotes,threetracks,andfifteenbreakoutsessions.We'vealsoincludedahands-on eveningexperiencetoenhanceyourlearning.Weencourageyoutoexplorehow agritourismandastrotourismcansignificantlybenefityourventuresandtheplacesyou callhome.Byworkingtogether,wecanundoubtedlystrengthenUtah'svisitoreconomy.

We'reexcitedtoseetheconnectionsyou'llmakeandtheideasyou'llgenerateasaresult ofthisworkshop.

Sincerely,

Natalie Randall Managing Director Utah Office of Tourism

Thank

TOURISM Business Development Workshop

August 11th

1:00PM Check-In&Networking

1:30PM Welcome(Mainstage)

1:45PM KeynoteTheRippleEffectofUtah'sVisitorEconomy(Mainstage)

2:15PM Break

2:30PM BreakoutSession#1Plan,Fund,Flourish:TheEssentialsforNewTourismBusinesses(Shooting Star Room) RootedinResources:AGuidetoUtahAgritourismTools(Charles Hunter Room) BeyondtheHorizon:GettingStartedwithAstrotourism(Whiting Room)

3:20PM Break+Snack

3:35PM BreakoutSession#2MarketingTipsforSmallBusinessesonaBudget(Shooting Star Room) ShieldingYourSuccess:UnderstandingAgritourismLiabilityandInsurance(Charles Hunter Room) YourPlaceintheStars:HowAstrotourismFitsinYourCommunity(Whiting Room)

4:25PM Break

4:40PM KeynoteBeyondDemographics:HowStrategicAudienceResearchTransformsMarketing(Mainstage)

5:10PM Announcements(Mainstage)

5:15PM Dismiss

6:30PM HomesteadDinner&Stargazing(Frontier Homestead State Park)

Thank you to our Collaboration Committees!

Agritourism Collaboration Committee

Astrotourism Collaboration Committee

RachelCreer UtahOfficeofTourism

CarolineHargraves AdriannaFranco UtahDept ofAgriculture &Food

NatalieKane UtahDept ofAgricul &Food

TerryCamp

BeckahEsplin tahStateUniversity

SherrieStaheli StaheliFamilyFarm

CarlyCoyle DendricEstate

LorettaClayson JourneyFarm

LaiciShumway UtahOfficeofTourism

LisaStoner UtahStateUniversity

DianaDavidson BusinessOwnersof Bluff

BenMuhlestein BlandingCity

TOURISM Business Development Workshop

August 12th

8:00AM Breakfast&Networking

9:00AM WelcomeBack(Mainstage)

9:15AM KeynoteEvents,theArtofAwe:CreatingMagicinEveryMoment(Mainstage)

9:45AM Break

10:00AM BreakoutSession#3ExpandingYourMarketReachwithTourismExchangeUSA(Shooting Star Room) SynergyinAgritourism:MultiplyingSuccessThroughPartnerships(Charles Hunter Room) YourPathtoDarkSkyDesignation:Benefits,Feasibility,andSteps(Whiting Room)

10:50AM Break

11:05AM BreakoutSession#4EventPlanning:TransformingIdeasintoUnforgettableExperiences(Shooting Star Room) UnderstandingLocalRegulations:Zoning&PermitsforYourAgritourism(Charles Hunter Room) IlluminatingYourAudience:TargetingStrategiesforUtahAstrotourism(Whiting Room)

11:55AM Break+Snack

12:10PM BreakoutSession#5Next-LevelBusinessPlanning(Shooting Star Room) SowingInterest:TargetingStrategiesforUtahAgritourism(Charles Hunter Room) BrightIdeasforDarkSkies:CraftingImmersiveAstrotourism(Whiting Room)

1:00PM Lunch&Networking

1:30PM KeynoteMoreThanJustaPitch(Mainstage)

2:15PM ClosingAnnouncements(Mainstage)

2:30PM Dismissed

TOURISM Business Development Workshop

Homestead Dinner & Stargazing

6:30PM NetworkingattheFrontierHomesteadStateParkMuseum 635 N Main St, Cedar City Farm-freshappetizers&drinks Agritourismactivities

7:10PM HomesteadDinner

7:35PM DinnerProgram

ThoughtsfromtheWorkshopHost

MariaTwitchell,Tourism Executive Director,IronCounty

AgritourismHighlight

SaraPatterson,Owner/Farmer, RedAcreFarmsCSA

AgritourismHighlight

GianiJulander,Park Manager, FrontierHomesteadStatePark

AgritourismHighlight

TarahBarker,Operations Manager/Part Owner, ColdSpringsTroutFarm

AstrotourismAnnouncementfromtheUtahOfficeofTourism

NatalieRandall,Managing Director,UtahOfficeofTourism

8:20PM TransportationtoIronSpringsResort 3196 Iron Springs Rd, Cedar City

We highly encourage attendees to use the complimentary bus service between Frontier Homestead State Park Museum and the Iron Springs Resort Taking the bus offers a great chance for extra networking, helps you avoid getting lost, and eases parking limitations at the Resort

9:00PM ArriveatIronSpringsResort

9:15PM Stargazing&S’mores

AstrotourismHighlight

JohnJacobs,Owners,Stars&S’mores

StargazingExperience

JasonMurray,Owner,SouthwestAdventureTours

10:45PM ReturntoFrontierHomesteadStateParkMuseum

11:15PM Dismissed

The Ripple Effect of Utah's Visitor Economy

JoinNatalieRandall,ManagingDirectoroftheUtahOfficeofTourism,andMarc Brown,theinauguralExecutiveDirectoroftheUniversityofUtah'snewJW Marriott,Jr.Institute,foradynamicdiscussion.They'llexploretheextensive opportunitiesgeneratedacrossvariousindustriesthankstoUtah'sthriving experienceeconomy DiscoverhowtheUniversityofUtahisstrategically investingineducationtocultivatethetalentandinnovationneededtosustain andenhancethisvitalsector.

NatalieRandall-ManagingDirector,UtahOfficeofTourism

NatalieRandall,themanagingdirectoroftheUtahOfficeofTourismandFilm,is instrumentalinshapingUtah'sglobalanddomestictourismstrategyShehasa strongbackgroundinbothpolicyandbusiness,havingheldleadershiproleswith theUtahTourismIndustryAssociationandSanJuanCounty'sEconomic DevelopmentandTourismRandallhasbeenrecognizedbyUtahBusiness MagazineasaBusinessLeaderandoneof30WomentoWatch.Whenshe'snot working,NatalielovesexploringUtah'soutdoorswithherfamily

n-ExecutiveDirector,J.W.Marriott,Jr.Instituteatthe fUtah

DirectoroftheJWMarriott,JrInstituteattheUniversityofUtah, eadsuniversity-wideeffortstoreframehospitalityasaleadership issecondyear,heunitesstudents,faculty,andindustrypartnersto grams,research,andstrategiccollaborationsPriortotheU,Brown decadeteachinghospitalityatUVU,wherehefoundedthe ortManagementProgramHebringsnearly20yearsof ntexperienceinhotels,restaurants,andevents,andholdsanMBA

Beyond Demographics: How Strategic Audience Research Transforms Marketing Targeting

Anin-depthaudiencesegmentationstudy,focusgroups,andquantitative researchmethodsinformedthedefinitionofUtah’stargetaudiencesegments. Beyonddemographics,learnaboutwhatthosemostinterestedintravelingto Utahwantintheirexperiencetoinformhowandwhereyoumarkettothem From psychographicstomediaconsumptiontotargetinginterestsandmore,learn howtoinspiretheseindividualstomaketheirfirsttrip orret rntoUtah Tomorrow’sagendafeaturestwobreakoutsess andAgritourism,andhowtoconnectwiththese

BreAnneSahleen-MarketingAnalytics&ResearchSupervisor,Love Communications

BreisaMarketing&AnalyticsResearchSupervisoratLoveCommunications wheresheleadsbothqualitativeandquantitativeresearchinitiativeswhile managingcross-functionalteamsSheisaproudUtahnativewithan undergraduatedegreefromUtahStateUniversity.SomeofherfavoriteUtah spotsincludeBryceCanyon,LakePowell,andbothBigandLittleCottonwood Canyons.

Events, the Art of Awe: Creating Magic in Every Moment Events,theArtofAwe:CreatingMagicinEveryMoment"willexplorehowtruly remarkableeventstranscendmeregatheringstobecomeunforgettable experiences.KeynotespeakersPresidentMindyBensonandKentenPopewill delveintothephilosophyofcraftingmomentsthatinspirewonderandleavea lastingimpressiononattendees Thisaddresswillsetthestageforthebreakout session,"UnlocktheSecretstoSuccessfulEventManagement,"byhighlightingthe transformativepowerofwell-executedeventsandemphasizingthe"why"behind the"how"We'llthendiveintothepracticalstrategiesforbringingsuchmagicto life,frominitialconcepttoflawlessexecution.

MindyBenson-President,SouthernUtahUniversity

MindyBensonisthe17thPresidentofSouthernUtahUniversityandaseasoned eventprofessionalwithapassionforcreatingexperiencesthatinspire connection,community,andprideWithabackgroundinlarge-scaleevent productionaroundtheglobeanddecadesofleadershipinhighereducation,she bringsheart,vision,andcreativitytoeveryeventshetouches

KentenPope-ExecutiveEventsManager,SouthernUtahUniversity KentenPopeisanexperiencedeventprofessionalandtheDirectorofExecutive EventsatSouthernUtahUniversity,whereheoverseeslarge-scaleproductions, VIPexperiences,andstudentengagementinitiatives.Withabackgroundin highereducationandcommunityprogramming,Kentencreatesmagical experiencesthrougheventsthatinspireconnection,tradition,andlasting impact

More Than Just a Pitch

JoinDr TylerStillman,AssistantProfessorandrecentDirectorofthe EntrepreneurshipCenteratSouthernUtahUniversity,asheexplorestheimmense valueofpitchcompetitionsfortourism-relatedbusinesses.UsingtheStateBank BusinessChallengeasaprimeexample,Dr Stillmanwillsharesuccessstories andactionableinsights.Discoverhowparticipatinginapitchcompetitionoffers benefitsfarbeyondmonetaryprizes,providinginvaluablementorship,increased brandexposure,andthecriticalfeedbackneededtogrowandscaleyour business.

TylerStillman-AssistantProfessor&DirectoroftheEntrepreneurship Center,SouthernUtahUniversity

DrTylerStillmanisanAssistantProfessorofManagementandMarketingandthe recentDirectoroftheEntrepreneurshipCenteratSouthernUtahUniversity(SUU). OriginallyfromSaltLakeCity,heholdsabachelor'sdegreeinpsychologyfrom theUniversityofUtahandamaster'sanddoctorateinsocialpsychologyfrom FloridaStateUniversityHeteachesvarioussubjects,includingAdvancedIssues inBusiness,ManagingOrganizationsandPeople,andMarketingPrinciples

Breakout Session #1

August11th|2:30PM-3:20PM

Plan, Fund, Flourish: The Essentials for New Tourism Businesses Startingatourismbusinesscanfeeloverwhelming.Ourpanelistsbreakdownthe criticalelements–effectivebusinessplanning,navigatingfundingoptions,and utilizingavailableresources–tosetyouonthepathtosuccess.

CarlyCoyle(Moderator/Contributor)-Owner,DendricEstates

CarlyCoyleishalfofthehusband-and-wifeteambehindDendricEstate,an orchardestate-basedcideryinUtah’sWasatchBackthatblendsmountainair, crispcider,andamoderntakeonagritourismWithabackgroundinhospitality financeandretailoperations,shebringsastrategiceyetothebrandwhile navigatingthegritandnuanceofsmallbusinessownershipDendricEstate launcheditsfirstproductthisyear,embodyingCarly’svisiontoelevaterural agritourismwithapremium,design-forwardapproach.

JacobWebb-SeniorBusinessConsultant,USU’sE-Commerce erator(ECA)Program

Webbisabusinessconsultantande-commercestrategistwithUtah University’sE-CommerceAccelerator,partoftheRuralOnlineInitiativeHe closelywithearly-stagebusinessesinruralandemergingmarketsto psustainablee-commercestrategies,improvedigitalpresence,and nlinegrowth.Jacob’sbackgroundinentrepreneurshipandbusiness shipgiveshimuniqueinsightintohelpingbusinessesestablishtheright ationtoscalesuccessfullyintoday’sdigitaleconomy.

JoniAnderson-Director,SUUSmallBusinessDevelopmentCent

JoniAndersonistheDirectoroftheSouthernUtahUniversityBusinessCe SmallBusinessDevelopmentCenter(SBDC)andRegionalManagerofA AcceleratorSheprovidesin-depth,highquality,one-on-onebusinessc toentrepreneursandassistscompaniesseekingtodobusinesswiththe government.Sheandherhusbandhavetwoadultchildrenandenjoysp timetogetherinUtah'sbeautifuloutdoors

LisaJensen-SouthernProgramManager,Women’sBusinessCenterof Utah

LisagraduatedfromSouthernUtahUniversitywithaBAinPsychologyandhas dedicated28yearstothenonprofitsectorHercareerincludesovertwo decadesasaretailstoremanagerandprofessionalScouterfortheBoyScouts ofAmerica,andforthelastsix-plusyears,shehasworkedwiththeWomen’s BusinessCenterofUtah(WBCUtah).Passionateabouthelpingwomensucceed inlifeandbusiness,LisasupportsWBCUtah'smissiontoempowerUtahwomen inbusinessownership.

TimCooley-Director,Start-UpStateInitiative

TimCooleytheDirectorofEntrepreneurshipfortheGovernor’sOfficeofEconomic OpportunityandStartupStateInitiativeHeisalsotheauthorofthe#1bestsellingbookonraisingcapital,ThePitchDeckBook:HowToPresentYourBusiness AndSecureInvestorsHeistheformerExecutiveDirectorforParkCityAngelsand consultedforFortune5companiesaswellas100sofearly-stagecompaniesin marketing,sales,productdevelopment,fundraising,andoperations

Breakout Session #2

August11th|3:35PM-4:25PM

Marketing Tips for Small Businesses on a Budget

Tightbudget?Noproblem!Thissessionisdesignedforsmallbusinessowners whowanttomakeabigmarketingimpactwithoutbreakingthebank.Discover clever,cost-effectivestrategiesandactionabletacticsyoucanimplement immediatelytoattractcustomersandgrowyourbusiness.

KayleePickering-CommunicationsSpecialist,IronCountyTourism Office

KayleePickeringhasbeensharingthebestofsouthernUtahforoveradecade AstheCommunicationsSpecialistforVisitCedarCityBrianHead,andwitha backgroundinsocialanddigitalmarketingacrossavarietyofbudgets,she knowsthatreachingyouraudiencedoesn'trequireabigspend.ACedarCity nativeandproudSUUgrad,she'spassionateabouthelpingothersconnectwith thebusinesses,landscapes,andcommunitiesthatmakethisareaunique.

Breakout Session #3

August12th|10:00AM-10:50AM

Unlocking International Tourism

Thisdynamicsession,ledbytheUtahOfficeofTourism'sGlobalMarketDirector, isyouressentialguidetoreachinginternationaltravelers.Gainactionable insightsintotheirbookingbehaviors,culturalnuances,anddiverseinterests We'll exploreeffectivestrategiesforconnectingwiththisvaluableaudience,including leveragingtheUOT'sglobalinitiativesandunderstandingtheintricaciesofthe internationaltraveltrade Learnhowtotailoryourofferingstoresonatewitha globalclienteleandpositionyourbusinessforsuccessontheworldstage.

RachelBremer-DirectorofGlobalMarkets,UtahOfficeofTourism

RachelBremerisasuccessfulleaderinthehospitalityandtourismindustry,with over20yearsofexperienceintourismandhospitalitymarketingand managementShecurrentlyservesastheDirectorofGlobalMarketsfortheUtah OfficeofTourismLeadinginternationalmarketingcampaigns,PRstrategies, traveltrade,andairlinedevelopmenttopromoteUtah'sresponsiblediscovery andvisitation.

Breakout Session #4

August12th|11:05AM-11:55PM

Event Planning: Transforming Ideas into Unforgettable Experiences

Unlockthesecretstosuccessfuleventmanagement!Inthisdynamicsession, leadingpartnersandseasonedexpertswillrevealtheirbestpracticesforturning eventconceptsintocaptivatingrealities.Learntheessentialelementsof planning,theartofeffectivemarketing,andthestrategiesforseamless executionfromtheinitialsparktothefinale

MindyBenson(Moderator/Contributor)-President,SouthernUtah University

HeatherCarter-Owner,NatureHillsFarm

AftermovingfromNevadaatage18toattendSouthernUtahUniversity,Heather CarterhasbecomeacornerstoneoftheCedarCitycommunityWithaMaster's inEducation,shehasspentthelast15yearsrunningNatureHillsFarmandthe FestivalCityFarmer'sMarketHeatherandherhusband,Travis,havefour childrenand,ontheir5-acreproperty,theycurateavarietyofeducationaland hands-oneventsandclassesforalltoenjoy.Herpassionforbotheducation andfarmingshinesthroughineveryexperience,fromfarmeventstocooking classes.

KamilleCombs-Marketing&EventsDirector,Cornbelly’s

Withabachelor'sdegreeinpublicrelationsfromBYU,KamilleCombsgrewupon farminWashingtonandhasapassionforagritourismHelpingheroldcollege buddyBrettHerbsttocreateoneofUtah'smostpopularfallfarmfestivals,sheis theMarketing&EventsdirectorforCornbelly'sinUtahCountyWithtwolocations inSpanishForkandatThanksgivingPointinLehi,Cornbelly'sishometomorethan 90attractions,events&foodvenuesandwillbecelebratingtheir30thanniversar thisfallKamillealsoworksyear-roundforTheMAiZEInc,theworld'slargestcorn mazeandagritourismcompany.

TrishAckley-ParkNaturalist,AntelopeIslandStatePark TrishAckleyistheParkNaturalistatAntelopeIslandStateParkHermaindutyis bringingvisitorstotheparkandhelpingthemdiscoverthemagicofAntelope IslandandGreatSaltLakesothey'llwanttocomeagainandagain

Breakout Session #5

August12th|12:10PM-1:00PM

Next-Level Business Planning

Readytotakeyourbusinesstothenextlevel?Thissessionprovidesapractical roadmapforstrategicplanningfocusedonscalingyouroperationseffectively, buildingastrongteam,andprotectingyourhardwork.Learnactionablestepsto growconfidentlywhileavoidingunnecessarystress.

MatthiasSchmitt(Moderator/Contributor)-Owner/Founder,Stargazing Zion/JoshuaTree/Moab

Matthiashas15yearsofexperienceinastronomyoutreachandspacesciences, includingco-foundingStargazingZioninVirgin,Utah,managingdark-sky programsatCedarBreaksNationalMonument,andteachingawiderangeof astronomytopicstoK-12studentsandadultsatastronomyclubsAnavideclipse chaser,hehasobservedeclipsesgloballyandisamemberoftheColorado PlateauDarkSkyCooperativePreviously,MatthiaswastheExecutiveProducerof theshowSpaceRacersinNewYorkCity.HeholdsaMasterofSciencein Astronomyandbelongstoseveralastronomicalorganizations

ColetteCox-Director,CenterforRuralDevelopment&Community Outreach

ColetteCoxistheDirectorfortheUtahGovernor'sOfficeofEconomic OpportunityCenterforRuralDevelopment,spearheadingeconomic developmentacross24Utahcountiesandfocusingoutreachinthe southwesternregionShebringsextensiveexpertiseineconomicstrategy, startupdevelopment,smallbusinessadvising,andworkforcetraining.Withover 20yearsintheChamberofCommercecommunity,Colettealsochairsthe statewideRuralUtahChamberCoalition.Sheisdeeplycommittedto understandingandservingUtah'sdiversecommunitiestodriveeconomic success

PaulJolley-Director,UtahSmallBusinessCreditInitiative(USBCI)

PaulJolleyisaseasonedfinanceandbusinessleaderwithover35yearsof experience,havingservedinprominentrolessuchasChairman,CEO,andCOO Hespecializesinfinancialre-engineering,M&A,publicofferings,andturnaround managementJolleyisactivelyinvolvedwithorganizationsliketheHarvard BusinessReviewAdvisoryCouncilandsupportshighereducationand philanthropiccauses,includingAlzheimer'sandcancerresearchHestudied accountingandfinanceatBrighamYoungUniversityandtheUniversityofUtah, withpost-graduateworkatStanford.

TimCooley-Director,Start-UpStateInitiative

TimCooleyistheDirectorofEntrepreneurshipfortheGovernor’sOfficeof EconomicOpportunityandStartupStateInitiativeHeisalsotheauthorofthe#1 best-sellingbookonraisingcapital,ThePitchDeckBook:HowToPresentYour BusinessAndSecureInvestorsHeistheformerExecutiveDirectorforParkCity AngelsandconsultedforFortune5companiesaswellas100sofearly-stage companiesinmarketing,sales,productdevelopment,fundraising,and operations.

Agritourism (noun)

thecombinationofagriculturalproductionwithtourismtoattract participantsfromthegeneralpublictoanagriculturalenterprisefor theentertainment,recreation,oreducationoftheparticipants

Breakout Session #1

August11th|2:30PM-3:20PM

Rooted in Resources: A Guide to Utah Agritourism Tools

Readytogrowyouragritourismbusiness?Thissessionwillintroduceyoutoa wealthofnewresourcesfromtheUtahDepartmentofAgricultureandFood,the UtahOfficeofTourism,andotherkeypartners.Learnhowtoleveragethesetools toenhanceyourofferings,attractmorevisitors,andcontributetoUtah'svibrant agriculturalandtourismlandscape

RachelCreer-PartnerResourcesManager,UtahOfficeofTourism

RachelCreeristhePartnerResourcesManagerattheUtahOfficeofTourism, wheresheprovidesguidingsupportfortheCooperativeMarketingGrant, overseescoordinationfortheARPAgrant,andcoordinatestheTBDWorkshop, ELEV8Utahprogram,andotherresourcesPriortoUOT,shewastheEvents& SponsorshipsCoordinatorfortheOgden-WeberChamberofCommerceRachel graduatedwithhonorsfromWeberStateUniversitywithaBachelorof CommunicationandminorsinSpanish&BusinessAdministrationIn2020,she wasrecognizedwithWeberState'sWomenoftheYearaward.

CarolineHargraves-DirectorofMarketingandEconomic Development,UtahDepartmentofAgriculture&Food

CarolineHargravesistheDirectorofMarketingandEconomicDevelopmentat theUtahDepartmentofAgricultureandFood,wheresheleadsstatewideefforts tostrengthenlocalfoodsystems,agritourism,andagriculturaltradeShealso servesasthedepartment’sPublicInformationOfficerWithover15yearsof experienceinfoodsystemswork,includingpreviousrolesinfoodphotography, socialmediamanagementforrestaurants,andkitchenoperations,Caroline bringsauniquelygroundedperspectivetoherpublicserviceSheispassionate abouthelpingUtah’sagriculturalproducersandfoodbusinessesthrive.

TerryCamp-VicePresidentofPolicy,UtahFarmBureau

AftergraduatingfromUtahStatewithapoliticalsciencedegree,TerryCamp beganhiscareerwithformerSenatorOrrinHatch,firstasacampaignstafferand theninHatch'sWashington,D.C.,office.In2015,hejoinedtheHouseCommittee onNaturalResources,workingforformerCongressmanRobBishopandlaterfor CongressmanBruceWesterman.WhileonCapitolHill,Terryearnedamaster'sin publicpolicyfromGeorgeMasonUniversityIn2022,hebecametheVPforPublic PolicyattheUtahFarmBureauFederationTerrylivesinBountiful,Utah,withhis wife,Kayla,theirtwochildren,anddog

Breakout Session #2

August11th|3:35PM-4:25PM

Shielding Your Success: Understanding Agritourism Liability and Insurance Don'tletliabilityriskscloudyouragritourismvision.Thiscrucialsessionwillequip youwiththeknowledgeandstrategiestoproactivelyprotectyourbusiness Learnaboutcommonliabilityconcernsinagritourismandgainpracticalinsights intoinsuranceoptionsthatcansafeguardyourfarmandyourfuture.

KimAyers-Agent,RiskServices-Leavitt

KimAyersisaseasonedinsuranceagentatRiskServices–Leavitt,specializingin agritourism,astrotourism,andriskmanagementinstruction.Withextensive experiencesince2016,shehasbeeninstrumentalinguidingFarmsofallsizes throughcomplexriskscenarios,ensuringtheyarewell-protectedKimisalsoan activeindustryleader,servingonvarioussafetypanelsandboards.

New! Agritourism Resource Hive

TheUtahDepartmentofAgriculture,inpartnershipwiththeUtahOfficeof Tourism,hascreatedaresourcecenterhousedonagritourismutahgov thatprovidescountlessresourcesforUtahfarmers&ranchersinvolvedin orconsideringagritourismactivities Checkoutthemanyguides,fact sheets,presentations,andbackgroundinformationorganizedbytopic

Breakout Session #3

August12th|10:00AM-10:50AM

Synergy in Agritourism: Multiplying Success Through Partnerships

Whygoitalonewhenyoucanmultiplyyoursuccessthroughstrategic partnerships?Thissessiondelvesintothetangiblebenefitsofcollaborative projectsinUtahagritourism.Throughreal-worldexamples,we'llillustratehow sharedresources,expertise,andreachcanleadtofargreateroutcomesthan individualefforts Explorehowyoucancapitalizeonthissynergisticapproachto expandyourproject'simpact,accessnewmarkets,andcontributetothe collectiveadvancementofUtah'sagritourismsector.

EmilyAshby

-ProgramManager,Utah’sOwn

milyAshbyistheProgramManagerofUtah'sOwn,alocalagandfood promotionprogramrunthroughUtah'sDepartmentofAgricultureandFood Withover20yearsofbusinessandmarketingexperience,shelovestosupport ocalbusinessesandhelpentrepreneursfindsuccess.Whensheisn'tpromoting armersmarketsandotherawesomeag-relatedevents,youcanfindherhiking upMillcreekCanyonwithherdogs.

Oliver’sPlace

ChaliseandKyleSmitharethe5thgenerationontheirfamilyfarm,establishedin 1870.In2001,theyfoundedHeeHawFarms,anagritainmentdestination.They’ve sinceexpandedwithactivitiesforallagesIn2024,theyopenedOliver'sPlaceat HeeHawFarms,afarm-inspiredeventscenter.Ithostsyear-roundmeetingsand weddingsandfeaturesacafeandmarketplacewithproductsfromacrossUtah Threeoftheireightchildrenhelpmanagethebusiness,preservingalegacyof ommunityengagement

CharleneChristensen-DirectorofServices&Marketing,ExploreUtah Valley

CharleneChristensenistheMarketing&ServicesDirectoratExploreUtahValley, wheresheleadsdestinationmarketingeffortstohighlighttheregion’sunique blendofnaturalbeautyandurbanenergy.Sheoverseestheorganization’s marketing,advertising,andvisitorservicestoensureacohesiveandwelcoming brandexperience.Throughstorytellingandcollaboration,Charlenehelpsmake UtahValleyastandoutdestinationworthdiscovering

MarketingProgramSpecialist,Explore reUtahValleyfor8yearsinavarietyofrole p ndcurrentlymanagesprojectsinvolvingZartico,Placer AI,SkyNav,andtheSimpleviewCRM.ShealsodevelopsEUV’sannualtarget marketingpersonasandsupportsEDAARPA-fundedinitiatives,includingthe currentagritourismresearchprojectEmilygraduatedfromBYUinExperience Design/RecreationManagementin2013Shehas3sonsandlivesinEagle Mountain

MichaelHigbee-Owner,HigbeeHoney

MichaelHigbeeisthefounderandownerofHigbeeHoney,anagribusiness basedinMorgan,Utahthatspecializesinproducingandcuratingpure,raw, unfilteredhoneylocallyandfromaroundtheglobeHisjourneyintobeekeeping beganin2017withasinglehive,andby2019,hadestablishedHigbeeHoneyas afledglingproducerandmarketerofsuperior,hive-freshhoneytolocaland nationalmarketsYeartodate,HigbeeHoneyhasjustover$140,000insalesfor 2025.

Breakout Session #4

August12th|11:05AM-11:55PM

Understanding Local Regulations: Zoning & Permits for Your Agritourism Business Unlockthesecretstosuccessfuleventmanagement!Inthisdynamicsession, leadingpartnersandseasonedexpertswillrevealtheirbestpracticesforturning eventconceptsintocaptivatingrealities.Learntheessentialelementsof planning,theartofeffectivemarketing,andthestrategiesforseamless executionfromtheinitialsparktothefinale.

SherrieStaheli-Owner,StaheliFamilyFarm

SherrieLouTateisafifth-generationfarmerwho,alongwithherhusbandMike, hasbeenwelcominggueststoStaheliFamilyFarminSouthernUtahforthepast 24years.Aspassionateadvocatesforagriculture,Sherriehasplayedakeyrole inbuildingawarenessaroundagritourism helpingtoshapelegislationand supportotherspursuingthesamepath.Together,SherrieandMikehave10 childrenand13grandchildren,andtheylovesharingtheirfarmanddeep-rooted loveforagriculturewithothers

KarlHartman-EnvironmentalHealthProgramManager,Utah DepartmentofHealth&HumanServices

KarlHartmanistheEnvironmentalHealthProgramManagerfortheUtah DepartmentofHealthandHumanServices(DHHS)HehasbeenwithDHHSfor8 yearsandhasworkedformorethan20yearsasanEnvironmentalHealth ScientistinlocalhealthdepartmentsaswellastheUtahDepartmentof AgricultureandFoodKarlreceivedhisundergraduatedegreefromCalifornia StateUniversity,FresnowithamajorinEnvironmentalHealthScience,and completedgraduateworkattheUniversityofUtahintheMPAprogram

RobTerry-StatewideLandUseTrainingDirector,UtahOfficeofthe PropertyRightsOmbudsman

RobTerryistheStatewideLandUseTrainingDirectorfortheStateofUtah,housed withintheOfficeofthePropertyRightsOmbudsmanHiseffortsarefocusedon coordinatinglandusetrainingandplanningresourceassistancewithand betweenthemanyagenciesandstakeholdersthroughoutthestate.Duringhis nearlytwenty-yearcareer,Robhasservedintechnicalandmanagementrolesa thestate,regional,andlocallevelsofgovernment,withhisprimaryfocuson serviceswithinruralareas

TysonRoberts-VicePresident,UtahFarmBureau

TysonRobertsisalifelongfarmerandownerofRobertsFamilyFarmsinLayton, Utah,wherehegrowsvegetables,operatesafarmstand,andmanagesdirectto-consumersalesHecurrentlyservesasVicePresidentoftheUtahFarm BureauFederationandisdeeplyinvolvedinstateagriculturepolicyand advocacy,servingonvariousadvisoryboardsandproducercommitteesTyson ispassionateaboutconnectingthepublictoagriculturethroughagritourism andeducation.Hisworkemphasizestheimportanceofpreservingfarmland, supportinglocalfoodsystems,andfosteringcommunityrelationships

Breakout Session #5

August12th|12:10PM-1:00PM

Sowing Interest: Targeting Strategies for Utah Agritourism Thissessionfocusesonstrategicallyidentifyingandengagingyourideal agritourismvisitorinUtah We'lldelveintoresearchthatrevealsthekey characteristicsofthisaudience.Thenyou’llsinkyourteethintoalivelydiscussion abouthowtoidentify,gatherandgalvanizeyouragritourismbusinessesand productstogiveFoodietravelers(andanyonewho'shungry)atruetasteofyour community.Tipsforitinerarybuildingandmarketingincluded...allin20minutes!

BreAnneSahleen-MarketingAnalytics&ResearchSupervisor,Love Communications

BreisaMarketing&AnalyticsResearchSupervisoratLoveCommunications wheresheleadsbothqualitativeandquantitativeresearchinitiativeswhile managingcross-functionalteamsSheisaproudUtahnativewithan undergraduatedegreefromUtahStateUniversitySomeofherfavoriteUtah spotsincludeBryceCanyon,LakePowell,andbothBigandLittleCottonwood Canyons

JulieHollistTerril-CacheValleyVisitor’sBureauDirector,Logan County

JulieHollistTerrilllovesherpositionasdirectoroftheCacheValleyVisitors BureauinLoganSheisalsoaprofessionalwriter,editor,andsought-after speakerJulietaughtwritingforpublicrelationsasanadjunctprofessorfor threeyearsandgraduatedsummacumlaudewithhermastersdegreein communicationfromUtahStateUniversityShewrotethebook117Amazing ThingsToDoinLoganandCacheValley,Utah,andfindssomeofhergreatest joyinbringingorganizations,causesandindividualstogetherinwaysthat synergisticallybenefitothers

Astrotourism (noun)

Tourism-relatedactivitiesthatinvolveorrelatetotheviewingof celestialobjectsandevents,particularlynightskyexperiences

Breakout Session #1

August11th|2:30PM-3:20PM

Beyond the Horizon: Getting Started with Astrotourism

Whatisastrotourismandcoulditbeyournextbigopportunity?Thissession answersthefundamentalquestions–who,what,when,where,andwhy–behind thisgrowingtraveltrend.Learnhowtoidentifypotentialwithinyourbusinessor communityandgainpracticalknowledgeonleveragingonlineresourcesto successfullytapintotheallureofthenightsky

BenMuhelstein(Moderator/Contributor)-CommunityEconomic Development,BlandingCity GrowingupinremoteMonticello,Utah,BenMuhlesteindevelopedanearlylove forboththeoutdoorsandscienceHiscareerhasspannedrolesasahighschool teacher,outdooreducationmanager,andnow,aprofessionalincommunity developmentandtourismWhileworkingfortheCanyonCountryDiscovery Center,Bencultivatedhispassionforamateurastronomyapursuithe continuestodaybyofferingstargazingtoursinhisfreetimeHebelieves astronomyoffersauniqueandconsistentsenseofawe,bothforhimselfand thosehesharesitwith

Dr.CameronPace-AssociateChair/AssociatePhysicsProfessor, SouthernUtahUniversity

CameronPacegrewupinBicknell,Utah,justoutsideCapitolReefNationalPark andfromanearlyagedevelopedafascinationwiththestarsAsan undergraduateatBrighamYoungUniversityhehelpedinstallandoperatea roboticobservatoryinDelta,Utah,wherehedevelopedskillsintelescope operationsandautomationHeattendedgraduateschoolatIndianaUniversity wherehestudiedhowsupermassiveblackholesaffecttheirhostgalaxies.At SUUhehastaughtbothphysicsandastronomyclasses,andhasbeeninvolved withtheacquisitionandoperationoftheSUUportableplanetarium,which servesover5,000peopleannually

MatthiasSchmitt-Owner,StargazingZion/JoshuaTree/Moab Matthiashas15yearsofexperienceinastronomyoutreachandspacescien includingco-foundingStargazingZioninVirgin,Utah,managingdark-sky programsatCedarBreaksNationalMonument,andteachingawiderangeo astronomytopicstoK-12studentsandadultsatastronomyclubs.Anavide chaser,hehasobservedeclipsesgloballyandisamemberoftheColorado PlateauDarkSkyCooperative.Previously,MatthiaswastheExecutiveProduc theshowSpaceRacersinNewYorkCityHeholdsaMasterofSciencein Astronomyandbelongstoseveralastronomicalorganizations.

Breakout Session #2

August11th|3:35PM-4:25PM

Your Place in the Stars: How Astrotourism Fits in Your Community HowAstrotourismfitsintoyourcommunitywithoutadarkskydesignation This sessionwillequipbusinessesandcommunitieswiththebestpractices, guidelines,andkeycautionsforimpactfuleducation,andauthenticmarketing thatsupportswelcomingastrotourismanddarkskysustainability Learnhowto fosterpeacefulenjoymentofcelestialeventsandcontributetoauniqueasset thatattractsvisitorsandenhancesthequalityoflifeinyourcommunityand surroundingareas

ElizabethWoolsey-ProgramCoordinator,ParktoParkintheDark; Owner,StargazerInn&BristleconeGeneralStore

ElizabethWoolseylivesinBaker,NV,whereshechampionsrecreational opportunities,particularlydarkskytourism,acrossWhitePineCounty.She pioneeredtheParktoParkintheDarkastronomyroute,linkingGreatBasinand DeathValleyNationalParks,andspearheadedtheBakerDarkSkyCommunity initiativeIn2022,sherealizedalifelongdream,acquiringtheStargazerInn& BristleconeGeneralStoreHervisionforthisremotetraveloasis,istofoster invitingspaces,newopportunities,nourishedadventures,andlastingmemories forallwhovisit

EricSimms-Educator,StellarVistaObservatory;Secretary,Kane CountyFriendsoftheNightSky

EricSimsholdsaBAinBiologyfromUtahStateUniversityandanMSinAnalytics fromNorthCarolinaStateUniversityInKanab,UT,EricisacornerstoneofSVO Hehostspublicandprivatestarparties,deliversschooltalks,andchairsthe DevelopmentandOutreachcommitteesHealsomanagesSVO'sdesignwork Professionally,Ericisadatascientist,passionateaboutcodingandmachine learningHeresidesinKanabwithhiswife,Sylvia,enrichinghiscommunity throughbothhisprofessionalskillsanddedicationtoastronomyoutreach

Breakout Session #3

August12th|10:00AM-10:50AM

Your Path to Dark Sky Designation: Benefits, Feasibility, and Steps ConsideringpursuingaDarkSkyDesignation?Thissessionprovidestheanswers youneed We'llclarifywhatthisdesignationmeans,helpyoudetermineifit'sa goodfitforyourarea,andoutlinethestep-by-stepprocesstoachieveit.You’ll leavethissessionwithaclearunderstandingofthevaluepropositionandthe nextstepstowardsDarkSkyDesignation

JohnBarentine-PrincipalConsultant,DarkSkyConsultant

JohnBarentineisanastronomer,historian,author,sciencecommunicator,and founderofDarkSkyConsulting,LLCHeearnedaPhDinastronomyfromthe UniversityofTexasatAustinandpreviouslyheldstaffpositionsattheNational SolarObservatory,ApachePointObservatory,theSloanDigitalSkySurveyandthe InternationalDark-SkyAssociationThroughouthiscareer,hehasbeeninvolved ineducationandoutreacheffortstohelpincreasethepublicunderstandingof, andsupportfor,scienceHeisamemberoftheAmericanAstronomicalSociety andtheInternationalAstronomicalUnion,theIlluminatingEngineeringSociety, onomicalSociety

Dansie-CommunityPlanner,SpringdaleCity

DansietheDirectorofCommunityDevelopmentintheTownofSpringdale, thegatewaytoZionNationalPark.Tom’sprofessionalcareerhasbeen sedonhelpinggatewayandruralcommunitiesdevelopcommunityorted,thoughtful,andeffectiveplansandpoliciestopromoteresident tyoflifeandenhancecommunitywellbeingHehasbeenaleaderindark dvocacyandwasakeymemberoftheteamthatsecuredDarkSky munityDesignationfortheTownofSpringdale.

’s Celebrate! h’s Dark Sky Month

Utah'sDarkSkyMonthinApril celebratestheawe-inspiringnight skyduringthedarkestnewmoon, offeringanincredibleopportunityto witnesscelestialwonders.Thisannual eventraisesvitalawarenessabout theimportanceofreducinglight pollutiontoprotectourecosystems, health,andthebreathtakingbeauty ofthestars.

Breakout Session #4

August12th|11:05AM-11:55PM

Illuminating Your Audience: Targeting Strategies for Utah Astrotourism Thissessionfocusesonstrategicallyidentifyingandengagingyourideal astrotourismvisitorinUtah.We'lldelveintoresearchthatrevealsthekey characteristicsofthisaudience.Thesecondhalfofthesessionwillprovide coachingonhowtocreateandprioritizetrendingcontentthatengagesand delightsyouraudience.

BreAnneSahleen-MarketingAnalytics&ResearchSupervisor,Love Communications

BreisaMarketing&AnalyticsResearchSupervisoratLoveCommunications wheresheleadsbothqualitativeandquantitativeresearchinitiativeswhile managingcross-functionalteams.SheisaproudUtahnativewithan undergraduatedegreefromUtahStateUniversitySomeofherfavoriteUtah spotsincludeBryceCanyon,LakePowell,andbothBigandLittleCottonwood Canyons

AriannaRees-Marketing&Co p Tourism

AriannaReesisthesocialmediastrategistfortheUtahOfficeofTourismHer backgroundisinjournalismandcreativewriting,butforthepastfiveyears, she'slovedtellingthestoryofUtahthroughengagingandcreativevisualmedia illtf Ai l thl tt It o

Meet Dubhe! Utah’s Centennial Star

In1996,theStateofUtahdesignated“Dubhe”(rhymeswith“tubby”),asthe state’sofficialstatestar,otherwiseknownasUtah’sCentennialStar,to honorthestate’s100thyear.Dubheisoneofthesevenstarsthatmakeup theBigDipper,oftheconstellationUrsamajor.Itwasselectedforthefact thatittakes100yearsforthelightemittedfromthisstartoreachEarth.

Breakout Session #5

August12th|12:10PM-1:00PM

DianaDavidson(Moderator/Contributor)-President,BusinessOwners ofBluff

DianaDavidsonleadsmarketingfortheBusinessOwnersofBluffandwasan activeparticipantinBluff’ssuccessfulapplicationtobecomeanInternational DarkSkyCommunityShedrawsonabackgroundofpharmaceuticaland medicaldevicemarketingand15yearsofexperienceowningarestaurantinBluff withherhusbandShealsobringshands-onknowledgeofimplementingdarksky friendlylightingtoherbusiness.

BJCluff-ProgramManagerVisitorExperiences,BryceCanyonNational ark

JCluffistheChiefofInterpretationandVisitorServicesProgramManagerat ryceCanyonNationalParkAUtahnative,BJhasaBachelorofSciencedegree omUtahValleyUniversityinEarthSciencewithanemphasisinEnvironmental Management,andaminorinOutdoorRecreationShefindsdelightin ntroducingpeopletotheaweandwonderofthenaturalworldaroundand bovethem,andinsupportingherstaffandcoworkerstodothesame.She ountsherselfluckythateveryparkshehasworkedatinhercareerallhave omekindofdarkskydesignation.

HaroldSimpson-Owner,Simpson’sTrailhandlerTours;BoardMember, UtahOfficeofTourismBoardMember

Ya’at’eeh!HaroldSimpsonisafull-bloodedDine(Navajo)guide,ceremonial singer,andfounderofMonumentValleySimpson’sTrailhandlerTours,whichhas beeninbusinessfor30+yearswiththemissiontocreateunforgettablecultural experiencesrootedinNavajotradition,storytelling,andhospitality.Hevolunteers withReachingtheSummit,anonprofitthatgivesNativeyouththechanceto experienceculturalhostinginJapan.HealsoservesontheUtahOfficeofTourism BoardAsanambassadortotheNavajoNation,heworkstoensuretourism honorssacredspacesandstrengthenstheirtraditionsforgenerationstocome.

RichCsenge-Founder,StellarVistaObservatory

Afterco-authoringanoutdoorlightingordinancefortheCityofKanabwhich wasenactedin2018,RichfoundedStellarVistaObservatory(SVO),a501(c)(3) charitableorganizationdedicatedtocreatingandoperatingapublic educationalastronomicalobservatoryinKaneCounty.Groundbreakingfor Phase1ofSVO’snewobservatoryfacilityinKanabisexpectedthissummerIn additiontoservingaspresidentforthenonprofit,Richmaintainsanactive eveningscheduledeliveringbothpublicandprivatenightskyexperiencesat KaneCounty’sexclusiveAmangiriResortinBigWater,Utah

Helpful Terminology

Agritourism - the combination of agricultural production with tourism to attract participants from the general public to an agricultural enterprise for the entertainment, recreation, or education of the participants participants public for the or education of the

Astrotourism - tourism-related activities that involve or relate to the viewing of celestial objects and events, particularly night sky experiences tourism-related activities involve

Audience - the demographic of people most likely to be interested in your product or service your product

Bookable Product - product that is currently available for tour operators or travel agents to book

Brand Awareness - the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services qualities particular services

Convention and Visitors Bureau (CVB) - a destination marketing organization charged with representing a specific destination on the local level, specializing in convention sales

Dark Sky Places - places that provide night-sky viewing free from light pollution; the International Dark Sky Association (IDA) establishes formal criteria and designations for dark sky places including cities and towns, counties, parks, and wilderness areas pollution; establishes formal criteria and designations for dark areas

Destination Marketing Organization (DMO) - private or public entity designed to coordinate the management and marketing of all the elements that make up a destination including attractions, access, marketing, human resources, image and pricing

Direct Sales sector of Utah includes U-Pick markets; these small scale,

Direct Sales - sector of agritourism in Utah includes U-Pick operations, farm stores, farm stands, and even on-farm farmers markets; these types of agritourism ventures, on a small scale, typically have a low barrier to entry, requiring little capital or infrastructure investment

Education - sector of agritourism in Utah includes demonstration farms, workshops, day camps or field trips, farm tours, community gardens and more; through educational activities participants can see firsthand where food comes from and the work involved in agriculture day community involved in

Entertainment - sector of agritourism in Utah includes many varied activities from harvest festivals and petting zoos to event venue rental for weddings and photo sessions to hosting an art or music festival and even includes culinary experiences like wine tastings and farm to fork dinners rental for weddings and sessions to hosting an art or music

International Dark Sky Association - a non-profit that advocates for the preservation and protection of the nighttime environment; IDA is the recognized authority on night sky protection

International Association authority sky protection

Itinerary - a planned tourist route or journey that includes visits to various historical sites, places of interest, or natural attractions

Itinerary various historical sites, interest, attractions

KPI - key performance indicator that evaluates the success of an organization or particular activity in which it engages an

Light Pollution -a

Light Pollution - a term used to describe the inappropriate or excessive use of artificial light

allows the rhythms, charm, and

Lodging - sector of agritourism in Utah includes farm stays like bed and breakfasts or dude ranches; it also includes any form of camping venture like glamping, RV parks, and tent campgrounds. One benefit of opening up your farm or ranch to lodging is that it allows guests to experience the daily rhythms, charm, and activities of a working farm stays camping like glamping,

Marketing - the process or technique of promoting, selling, and distributing a product or service; to be most effective, marketing requires the efforts of everyone in an organization and can be made more or less effective by the actions of complementary organizations product the efforts of an and can be made

Outdoor Recreation - sector of agritourism in Utah encompasses guided or unguided experiences that take place on a farm or ranch that are intrinsically linked to the agricultural setting, often utilizing the land or resources associated with farming and ranching Recreation intrinsically the land or resources associated farming and ranching

Utah Office of Tourism (UOT)- the Destination Management and Marketing Organization for the State of Utah

Utah the and