The Washington County Commission voted Tuesday to approve a 20-year, $10 million strategic marketing agreement that will leverage the assets of Dixie State University and the Greater Zion Convention & Tourism Office to benefit area residents, students and visitors.

With the agreement, the Greater Zion area will receive more than $2 million in annual marketing exposure, and Trailblazer Stadium will be renamed Greater Zion Stadium.

“Tourism is one of the major drivers of our economic prosperity,” said Kevin Lewis, director of the Greater Zion Convention and Tourism Office. “It is our mission to use visitor-generated revenue to creatively market the destination and efficiently build on the power of the Greater Zion brand to ‘Inspire Greater. Experience Greater. Live Greater.’ The DSU partnership, helps accomplish those purposes, while dynamically supporting one of the most important institutions in our community. This is a win, win, win strategy, and we think it will bring untold benefits to our communities in the years to come.”

Over the 20-year contract, Greater Zion will invest $500,000 annually for strategic marketing programs directed at DSU’s core audiences. Greater Zion will capitalize on opportunities that come with DSU’s transition to Division 1 status by utilizing digital networks, corporate sponsorships, I-15 exposure, traditional media and other marketing tactics. Additionally, the Tourism Office will establish a visitor center at the stadium, with information kiosks at other key locations on campus, to showcase the area and promote visitor activities to the large number of event attendees on the Dixie State campus.

“Partnering with Greater Zion is a natural fit for Dixie State University, as the convention and tourism office’s vision aligns perfectly with Dixie State’s ‘active learning. active life.’ approach to education,” DSU President Richard B. Williams said. “As both entities continue to grow, the partnership will become increasingly more valuable and elevated.”

Additionally, the agreement will assist Dixie State Athletics in its transition to NCAA Division I status with opportunities such as expanded athletic facilities, state-of-the-art press boxes and added event space to the football stadium’s existing west-side grandstands. These enhancements will significantly increase economic impact by attracting more athletic, entertainment and community events. Enhanced facilities at the University open the door to for the tourism office to attract audiences and events that are not currently accessible.

“One of the key benefits of this strategy is that the funds for the partnership do not come from our local residents,” said Washington County Commissioner Dean Cox. “What’s more, this plan invests revenues we are getting from visitors back into our local economy. The partnership leverages the assets of two powerful organizations. It supports the unique purposes of each organization and it enhances the effectiveness of each in a way that will benefit the entire county and fuel economic growth.”

To learn more about Greater Zion, visit To learn more about Dixie State University and Trailblazer Athletics visit and

About Greater Zion

Located in the southwest corner of Utah, Greater Zion is a destination that offers more than 2,400 square miles of adventure and inspiration. Zion National Park, the fourth most-visited National Park in the United States, is the premier attraction, but Zion is only the beginning. Four state parks and a multitude of year-round recreational lands set the stage for a burgeoning mountain biking scene, some of the best off-highway vehicle riding in the country, scenic and challenging play at 13 top-rated golf courses, world-class cultural performances at Tuacahn Center for the Arts and so much more. The vibrant communities of St. George, Springdale, Hurricane, Ivins and towns in between offer a wide range of lodging options, dining experiences and access to outdoor pursuits through local outfitters and tour companies. Home to the 2021 IRONMAN 70.3 World Championships, Greater Zion also is a world-class destination for sporting events, conferences and meetings. The Greater Zion Convention & Tourism Office is a transient-room-tax-funded entity of Washington County, Utah.

About Dixie State University

Dixie State University is a premier open-enrollment teaching institution that offers more than 200 academic programs at one of the lowest tuition costs in the Western United States. The University was built upon a rich tradition of determination and generosity that is still embraced by the campus community today. With the motto “active learning. active life.” Dixie State provides personalized and engaged learning experiences that prepare students for rewarding careers and enriched lives. Outside of the classroom, students have the opportunity to enjoy the unparalleled opportunities for an active life that accompany DSU’s location in beautiful Southern Utah.


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