If you build it, they will come
Recently, the National Geographic called Utah out as the best place in the world for adventure destinations. Most residents of Utah already know this and that is at least some of the reason we live here.
Utah has much to brag about; Arches, Bryce Canyon, Capitol Reef, Canyonlands and Zion — and eight national monuments are top attractions. And State Parks is also a big player with the likes of Dead Horse Point and Goblin Valley. The magazine said, “Get your adrenaline rush in less visited areas of the popular adventure state of Utah.”
The National Geographic claims, “These 25 destinations for 2023 are under the radar, ahead of the curve, and ready for you to start exploring.”
I beg to differ! Pick a day to visit Moab and it hardly feels like it is under the radar. It looks and feels more like ground zero for industrialized recreation.
I get it, “Outdoor recreation contributes more than $6.4B to the economy, creates more than 83,000 jobs for people, and is the primary driver behind the tourism industry. Not only does Utah outdoor recreation create $737 million in state and local tax revenues, but it’s also the reason for $3.2B in wages and salaries.”
And Utah certainly needs the income and tax revenue as we have shifted from development of minerals and oil and gas due to regulations and markets.
Well, this is great, just great; NOT! San Juan and Grand Counites have already seen significant surges in visitation. Infrastructure, law enforcement, search and rescue, and the local’s patience have been stretched beyond their limit.
They even point out that Utah has made “efforts to direct tourists to lesser-known areas to combat over tourism.”
Those lesser-known places are some of our local secrets that we have cherished and visited.
Locally, Bears Ears National Monument is far from ready for the additional tourism that designation as a monument has brought.
It is now a destination and bucket list place that the federal agencies are still struggling to plan for, adequately fund, and secure staff for.
But as the movie Field of Dreams says, “If you build it, they will come.” Has Monticello and Blanding come up with ways to bring in the people and capture some of that 6.4 billion dollars?
Much of the investment in Moab came from outside money, it was not locals getting rich. Some locals sold their land for a onetime cash out. It takes huge capital investment to build a resort or motel or set up a UTV touring/rental companies.
You already see growth occurring in places like Spanish Valley, Wilson Arch, and Elk Meadows as growth creeps forward. It is going to take leadership and vision to put the proper infrastructure in place to accommodate the masses of humanity that can arrive trying to visit the “best place in the world for adventure destinations.”
I have maintained that until Monticello can offer a place for travelers to get a pizza and beer those dollars will continue to be spent in Durango and Moab.
And some would say, “And good riddance.”
But, the biggest question that has to be addressed and balanced is, do we want to hold on to our rural small town feel or do we want to become a tourist destination?
Everybody seems to say “We don’t want to be Moab!”
But do we know what we do want to be? Have we articulated, planned, and committed to working toward a future we create, or are we going to just let the universe send a tsunami of people and hope for the best?
National Geographic’s Editor-in-Chief Nathan Lump said, “We couldn’t be prouder to shine a light on these 25 extraordinary places that most inspired us this year, and which we know will define travelers’ itineraries for years to come.”
If you build it, they will come. I think they are on their way. Are we going to be ready?
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