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Show V " ' " " f " V . If-. ttfll.1 lm I 4 Wmm I -.. mutt mlriiirtfcittlilli lliiifctln 1iM'llwiil- Wt a .MUmM DISCUSS TOURISM. With the Color Country Exhibit in the background representatives of the Cedar City Chamber of Commerce and Utah Travel Council discuss plans for the future. Left to right are Garth Jones, Chamber executive director; Phil Keene, Director of the Utah Travel Council; Jack Carter, president of the Chamber of Commerce and Bill Dockett, director of the Color Country Advertising Committee. Utah tourism discussed at Chamber of Commerce meet A new image and an effort to increase in-crease the stay of tourists in Utah are the areas of effort being made by the Utah Travel Council members of the Cedar City Chamber of Commerce were told at a meeting held Thursday. Phil Keene, Director of the Utah Travel Council, told the group that through studies his department had determined that Utah's image was poor and that the state was one that "you go through to get somewhere else." "We have tried to reverse that trend and have been successful, to a degree," Keene stated. Utah is recognized for its study efforts and as a pioneer in the development of marketing information in-formation regarding tourism he said. For example, "we have found through our studies that, most people plan their vacations in the early spring, and within a 1600 mile round trip area." With this in mind Keene indicated that the State, in cooperation with Regional committee and with combined com-bined state effort, concentrate heavy television appeals in the southern California, Phoenix-Mesa area and surrounding states for early Feb February and March. "Right now we are saturating the Phoenix market as we will participate this coming week in a Travel Show in that area." The Utah Council, and the Color Country Advertising Committee have just concluded participation in a travel show at Anaheim, Calif, that was attended by 200,000 people, he said. "The big problem with TV is that there is no coupon to clip out," Keene said. Although he identified TV as the biggest appeal, he indicated that the TV commercials were followed up by magazine advertisements ir : the concentrated markets and that is followed up with radio advertisements ad-vertisements to appeal to those already on the road. Samples of the TV commercial, newspaper and magazine appeals and radio spots were all presented to the Chamber members. Also addressing the group was Bill Duckett, adminstrator of the Color Country Advertising Committee who explained the efforts of his group in cooperation with surrounding counties and with the state organizations. A new Color Country booth that was used for the first time at Anaheim was on display and Duckett indicated that 93 cases of lieterature was distributed through the booth at the Anaheim show. Assisting with the booth were Mr. and Mrs. Ray Knell of Cedar City. Duckett detailed the Committee budget which is a combined effort of the five counties of Iron, Washington, Kane, Beaver and Garfield. Funds from the transient room tax and matching funds from the Utah Travel Council are used to provide the brochures and the displays used by the committee, he explained. The largest expenditure of the committee is in media for which $28,000 was budgeted this past year-half year-half of that being matched by the state, he said. The Color Country Booth will be entered in the Phoenix Travel Show this week, Duckett stated. Keene concluded his presentation stating that the efforts of the Council to create an Identity for the state was being successful and that efforts to prolong the stay of visitors to the state, rather than pass through, has also paid off. |