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Research Outline

Prepared for Tegan C. | Delivered September 28, 2019

Competitive Analysis - San Juan County (Utah)

Goals

To obtain a competitive analysis of San Juan County, Utah; Moab, Utah; and one additional competitor to include visitor demographics for all seasons, geographical locations of visitors, differentiators and attractions, what people like about the locations, number of annual visitors, and digital marketing tactics for the purpose of creating a presentation for the Board of Economic Development.

Early Findings

Preliminary research indicates that visitor demographics for San Juan County are not readily available. There are some statistics available on which states receive the most marketing materials, but an actual visitor profile remains elusive. As Moab, Utah is better known than San Juan County, there may be more data available for that location.

GENERAL STATISTICS

  • The top five states where San Juan County's travel guide is distributed are the following:
    • California
    • Arizona
    • Texas
    • Florida
    • Utah
  • The top five countries where San Juan County's travel guide is distributed are the following:
    • United States
    • Canada
    • UK
    • Italy
    • Australia

DIGITAL MARKETING

  • The website for San Juan County, Utah's Canyon Country, received 1,146,842 total impressions in 2018 from a total of 23,990 clicks.
  • From pay-per-click marketing, the website received 58,437 impressions from 23,990 clicks.
  • From paid Facebook ads, Utah's Canyon Country website received 1,088,405 impressions from 18,943 clicks.
  • San Juan County uses Utah.com for online marketing.
  • On social media, San Juan County has 6,868 followers on Facebook and received 1,469,526 impressions and 23,778 engagements in 2018.
  • The country received 29,213 impressions on Twitter and 105,931 impressions on Instagram.

NUMBER OF VISITORS

  • In 2018, Canyonlands National Park in San Juan County, Utah received 692,467 visitors.
  • Glen Canyon National Recreation Center in San Juan County, Utah received 4,872,102 visitors.
  • Goosenecks State Park in San Juan County, Utah received 51,802 visitors.
  • Edge of the Cedars State Park in San Juan County, Utah received 9,332 visitors.
  • The BLS indicates there may have been as many as 750,000 visitors to Bears Ears Monument in San Juan County, Utah in 2018.