Destination in the Spotlight: Greater Zion Inspires New York and Denver to Book a Trip

The Greater Zion Convention & Tourism Office recently embarked on an ambitious effort to share the spirit of our destination with new audiences, and we are already attracting valuable attention to our community. Through immersive, experiential activations in New York City and Denver, Greater Zion stepped onto the national stage to inspire travelers, spark curiosity, and ultimately drive more visitation and business to Washington County.

Supported by the Utah Office of Tourism’s Cooperative Marketing Program, these initiatives combined destination storytelling with an innovative brand partnership — positioning Greater Zion as so much more than a gateway to Zion National Park.

A Partnership that Elevates the Destination

At the heart of this campaign was a first-of-its-kind collaboration with Utah-based outdoor brand Coalatree. Together, we launched a limited-edition line of sustainable outdoor gear that celebrates the beauty of Greater Zion. Each piece was designed to reflect the region’s landscapes and the sense of purpose behind every adventure here.

• Puffy Kachula Adventure Blanket – A versatile outdoor essential featuring Greater Zion’s red rock cliffs, azure river, and sky
• Mirage Sun Shirt – Sold Out! Over $ 4,000 raised for Zion Forever Project.
• Java Socks – Sustainably made with recycled coffee grounds and plastic bottles, featuring Zion’s iconic Watchman Tower
• Quest Duffel Bag – A versatile duffel-to-backpack built from upcycled materials with topographical details inspired by the destination’s dramatic landscapes

This partnership not only expands awareness of our destination but also gives back — with 20% of proceeds supporting the Zion Forever Project. This helps fund conservation, education, and sustainability initiatives that protect the places our visitors love.

This partnership embodies what Greater Zion stands for — adventure with purpose. By teaming up with Coalatree, we showcased our region’s beauty and inspired responsible exploration that benefits both visitors and our local communities.

Brittany McMichael
Greater Zion Convention & Tourism Office Director

Greater Zion in the Big Apple

Editors and producers from major media outlets, such as Travel + Leisure, New York Post, Lonely Planet, Condé Nast, and Men’s Health, experienced an evening that transformed the heart of New York City into the iconic landscapes of Southwest Utah.

From interactive experiences, like a Greater Zion golf challenge and a Dirty Soda Generator, to a multi-course dinner curated by local Chef Shon Foster, every detail was designed to immerse guests in our destination’s culture, cuisine, and experiences. Surrounded by 360-degree projections of Greater Zion’s canyons and trails, attendees discovered firsthand what makes our region unlike anywhere else. 

The Impact

The event generated tremendous enthusiasm among attendees, with several expressing interest in press trips and editorial coverage opportunities. With a 90% attendance rate and follow-up interest from outlets including Forbes, Travel Weekly, Time Out, and AFAR, the NYC activation successfully put Greater Zion on the radar of some of the nation’s most influential travel media.

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Greater Zion in the Mile High City

The momentum continued in Denver, one of Greater Zion’s top visitor markets, where we brought the destination directly to consumers at Number 38 | Colorado’s Social Frontier. This lively pop-up experience invited locals to taste, see, and feel what makes Greater Zion unforgettable.

The venue came alive with Greater Zion’s stunning red rock landscapes through custom signage and destination imagery. At the same time, the main stage featured breathtaking videos that transported audiences from Colorado to Southwest Utah during live performances.

Guests explored the Coalatree x Greater Zion pop-up shop and stepped into immersive activations, including a branded golf simulator staffed by Greater Zion team members, an ATV photo opportunity, and glamping pop-up tents that allowed guests to experience outdoor adventure in an indoor setting. Attendees also sampled destination-inspired food and drinks. And throughout November, Number 38 continues the experience with Greater Zion-inspired specials, including Greater-ade, Zion Loaded Fries, and Red Rock Bison Tacos.

The Denver activation successfully connected Greater Zion with consumers in a key market, generating buzz that inspired trip planning to both new and returning visitors from the Denver-Boulder area.

Why It Matters for Our Community

These activations are more than marketing moments; they’re strategic investments in our shared success. Every article published, every traveler inspired, and every social post shared helps grow awareness of Greater Zion as a must-visit destination.

That awareness leads to real impact. More guests exploring our parks and trails means more visitors dining in your restaurants, booking your hotels, and discovering the experiences you provide. It means longer stays and more return visits, so they can fully experience all that our region has to offer.

By sharing Greater Zion’s story in powerful new ways, we’re creating connections that bring travelers here, benefit your businesses, and strengthen the local economy for years to come.

Looking Ahead

These activations mark the beginning of an exciting new chapter in how the Greater Zion Convention & Tourism Office connects with audiences. The success of both events, combined with the launch of the Coalatree partnership, demonstrates the power of experiential marketing in inspiring travel and building lasting relationships with media and consumers alike. 

As we continue to share Greater Zion’s story nationwide, our goal remains the same: to create meaningful travel experiences that uplift our community and sustain the destination we all call home.