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How Beaver County, Utah Increased Tourism and Lodging Tax Through Captivating Stargazing Branding

Two stargazers staring out at a vivid, yellow-tinted milky way galaxy

The Challenge

Located on Utah’s western edge, hours from the state’s metro areas, rural Beaver County experiences challenges when it comes to attracting visitors. Secluded with a breathtaking landscape, most of Beaver’s tourism revolves around outdoor recreation, but they are always seeking new ways to bring visitors to the county.

The Solution

To establish Beaver County as a premier stargazing destination, our team developed the Rugged Skies brand, a 1 to 5-year marketing plan, built a microsite, and managed photography, social media, ad campaigns, and PR. We also developed an industry guide, itineraries, held night sky photography workshops, and created branded bandanas for all who signed a responsible stargazing pledge.

The Results

Beaver County’s Rugged Skies garnered over 20,000 page views in its five months of paid promotion. Additionally, the county continues to see a steady uptick in tourism and lodging tax since the launch of the program.
Group of stargazers sitting on fence staring at blue and white milky way galaxy

Fill the gap in your DMO

Do you feel like there is not enough time or expertise for you and your staff to elevate your community tourism efforts to the next level?

Hiker on a large mountain in beaver county overlooking a sunset
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Kirsten Slavin | Account Director

Kirsten has always been driven by curiosity and connection. Her love for travel, the outdoors, and discovering new places fuels both her personal adventures and professional passion for helping destinations reach their fullest potential.

Before joining DestinationiQ, Kirsten spent several years in the hospitality industry, where she developed a deep appreciation for exceptional guest experiences and the power of meaningful relationships. She joined DestinationiQ in early 2022 as an administrative assistant, quickly immersing herself in every facet of the company. Her eagerness to learn, natural leadership, and ability to bring teams together led her to grow into the role of Project Manager and ultimately, Account Director.

Kirsten thrives on equipping people and organizations to be the best they can be, whether she’s helping a client strengthen their destination identity or supporting her team behind the scenes. When she’s not working, you’ll find her exploring new places, spending time with her family, or finding the next trail to wander.

Lindsay Diamond | VP of Client Strategy

Lindsay has been an explorer her entire life. She has traveled much of the world, falling in love with all the outdoor recreational opportunities, geologic diversity, rich history, and cultural depth it has to offer.

She began working with DestinationiQ in 2016, where she encouraged the company to focus even more on Destination Management and easily moved into an account director position where she further shines a light on her communications, relationship-building, strategic planning, and leadership skills; guiding clients on a successful path of tourism evolution.

Lindsay’s extensive network includes tourism directors and board members, social media influencers, members of state tourism offices, journalists, photographers, business leaders, and more.

Bryan Jordan | President & Owner

Bryan is the president and owner of DestinationiQ. He has decades of experience in the tourism field and remains on the cutting edge of the industry. He firmly believes in building open and honest long-term relationships through transparent communication and providing regions with sustainable and responsible tourism strategies that have a significant economic impact.

Years ago, he recognized the ROI on tourism far outpaced many other investments, yet there was always a gap where traditional tourism consultancies and regional staff were seldom able to do everything they need to do. DestinationiQ was born to meet these needs and fill the gap; treating our clients as the experts, actively listening to their goals, forming long-lasting partnerships, and functioning as an extension of their teams, overseeing budget decisions, crafting tourism programs, executing marketing plans, and delivering the products and services they need and deserve.

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