Tourism Business Development Workshop Agritourism and Astrotourism
Discover innovative strategies to leverage Utah's exceptional dark sky and agritourism opportunities. This workshop provides actionable insights for tourism professionals, business owners, and community leaders to generate sustainable revenue, expand visitor capacity, and enhance destination development through agritourism and astrotourism.
August 11-12, 2025 in Cedar City, Utah
Southern Utah University - Hunter Alumni Center, 405 W University Blvd, Cedar City, UT 84720
Registration
The Tourism Business Development Workshop is offered at no cost to participants thanks to one-time funding from the American Rescue Plan Act (ARPA), allocated by the Economic Development Administration (EDA). This funding initiative aims to bolster the tourism recovery post-pandemic and stimulate growth within the industry, allowing for the removal of financial barriers to valuable business development resources such as the workshop.
As registration is capped and operates on a first-come, first-served basis, interested individuals are strongly encouraged to secure their spots promptly. Furthermore, due to potential high demand, attendees are advised to reserve their hotel accommodations immediately upon registering for the workshop to ensure availability.
Key Topics Include:
- Agritourism and astrotourism resources
- Marketing essentials
- Business planning resources
- Best practices for customer engagement
- Partner development & collaboration
- Guides on how to navigate regulations and permitting
- How to become bookable globally, B2B (business to business)
Who Should Attend? This Workshop is Ideal For:
- Businesses engaged in agritourism and/or astrotourism
- Businesses interested in agritourism and/or astrotourism
- Anyone interested in developing agritourism and astrotourism experiences
- Destination Marketing Organizations (DMOs)
- Community leaders
- National or State parks interested in developing agritourism and/or astrotourism
Spread the Word
Invite your colleagues, community, business organizations, and tourism industry partners to the conference by spreading the word in newsletters, notices, and emails.
Agenda
Monday, August 11
1:00 pm Check-In/Networking
1:30 pm Welcome
1:45 pm Keynote Speakers and Lunch
Natalie Randall - Managing Director, Utah Office of Tourism and Film
Marc Brown - Executive Director, J.W. Marriott, Jr. Institute at the University of Utah
2:30 pm Breakout Session #1
TOURISM BUSINESS TRACK
AGRITOURISM TRACK
ASTROTOURISM TRACK
Plan, Fund, Flourish: The Essentials for New Tourism Businesses
Starting a tourism business can feel overwhelming. Our panelists break down the critical elements – effective business planning, navigating funding options, and utilizing available resources – to set you on the path to success.
Carly Coyle - Owner, Dendric Estates - moderator
Joni Anderson - Director, Southern Utah University Small Business Development Center
Tim Cooley - Director, Startup State Initiative
Lisa Jensen - Southern Program Manager, Women’s Business Center of Utah
Jacob Webb - Senior Business Consultant, USU’s E-Commerce Accelerator (ECA) Program
Rooted in Resources: A Guide to Utah Agritourism Tools
Ready to grow your agritourism business? This session will introduce you to a wealth of new resources from the Utah Department of Agriculture and Food, the Utah Office of Tourism, and other key partners. Learn how to leverage these tools to enhance your offerings, attract more visitors, and contribute to Utah's vibrant agricultural and tourism landscape.
Caroline Hargraves - Utah Department of Agriculture and Food
Rachel Creer, Partner Resources Manager - Utah Office of Tourism
Tyson Roberts - Vice President, Utah Farm Bureau
Beyond the Horizon: Getting Started with Astrotourism
What is astrotourism and could it be your next big opportunity? This session answers the fundamental questions – who, what, when, where, and why – behind this growing travel trend. Learn how to identify potential within your business or community and gain practical knowledge on leveraging online resources to successfully tap into the allure of the night sky.
Matthias Schmitt - Owner/Founder, Stargazing Zion/Joshua Tree/Moab, Dark Skies Program Coordinator, Cedar Breaks National Monument
Dr. Cameron Pace - Associate Chair/ Associate Professor, Physics, SUU Ashcroft Observatory
Ben Muhelstein - Community Economic Development, Blanding City
3:35 pm Breakout Session #2
Marketing Tips for Small Businesses on a Budget
Tight budget? No problem! This session is designed for small business owners who want to make a big marketing impact without breaking the bank. Discover clever, cost-effective strategies and actionable tactics you can implement immediately to attract customers and grow your business.
Kaylee Pickering - Communications Specialist, Iron County Tourism Office
Shielding Your Success: Understanding Agritourism Liability and Insurance
Don't let liability risks cloud your agritourism vision. This crucial session will equip you with the knowledge and strategies to proactively protect your business. Learn about common liability concerns in agritourism and gain practical insights into insurance options that can safeguard your farm and your future.
Kim Ayers - Agent, Risk Services Leavitt
Your Place in the Stars: How Astrotourism Fits in Your Community
How Astrotourism fits into your community without a dark sky designation. This session will equip businesses and communities with the best practices, guidelines, and key cautions for impactful education, and authentic marketing that supports welcoming astrotourism and dark sky sustainability . Learn how to foster peaceful enjoyment of celestial events and contribute to a unique asset that attracts visitors and enhances the quality of life in your community and surrounding areas.
Eric Simms- Educator/Secretary, Stellar Vista Observatory/Kane County Friends of the Night Sky
Elizabeth Woolsey - Program Coordinator/Inn & General Store Owner, Park to Park in the Dark/Stargazer Inn/Bristlecone General Store
4:40 pm Keynote Speaker, BreAnne Sahleen - Marketing Analytics & Research Supervisor, Love Communications
5:10 pm Announcements
5:15 pm Dismiss to Excursion (details to come)
6:30 - 10:30 pm Excursion and Dinner (included with your workshop ticket)
Tuesday, August 12
8:00 am Breakfast and Networking
9:00 am Welcome Back
9:15 am Keynote Speaker, Mindy Benson - President, Southern Utah University
10:00 am Breakout Session #3
Unlocking International Tourism
This dynamic session, led by the Utah Office of Tourism's Global Market Director, is your essential guide to reaching international travelers. Gain actionable insights into their booking behaviors, cultural nuances, and diverse interests. We'll explore effective strategies for connecting with this valuable audience, including leveraging the UOT's global initiatives and understanding the intricacies of the international travel trade. Learn how to tailor your offerings to resonate with a global clientele and position your business for success on the world stage.
Rachel Bremer - Director of Global Markets, Utah Office of Tourism
Synergy in Agritourism: Multiplying Success Through Partnerships
Why go it alone when you can multiply your success through strategic partnerships? This session delves into the tangible benefits of collaborative projects in Utah agritourism. Through real-world examples, we'll illustrate how shared resources, expertise, and reach can lead to far greater outcomes than individual efforts. Explore how you can capitalize on this synergistic approach to expand your project's impact, access new markets, and contribute to the collective advancement of Utah's agritourism sector.
Rebekah Burns - Executive Director, Powell Chamber
Charlene Christensen - Director of Services and Marketing, Explore Utah Valley
Your Path to Dark Sky Designation: Benefits, Feasibility, and Steps
Considering pursuing a Dark Sky Designation? This session provides the answers you need. We'll clarify what this designation means, help you determine if it's a good fit for your area, and outline the step-by-step process to achieve it. You’ll leave this session with a clear understanding of the value proposition and the next steps towards Dark Sky Designation.
John Barentine - Principal Consultant, Dark Sky Consultant
Tom Dansie - Community Planner, Springdale City
11:05 am Breakout Session #4
Event Planning: Transforming Ideas into Unforgettable Experiences
Unlock the secrets to successful event management! In this dynamic session, leading partners and seasoned experts will reveal their best practices for turning event concepts into captivating realities. Learn the essential elements of planning, the art of effective marketing, and the strategies for seamless execution from start to finish.
Mindy Benson - President, Southern Utah University - moderator
Trish Ackley - Park Naturalist, Antelope Island State Park
Kamille Combs - Marketing & Events Director, Cornbelly’s
Shon Foster - Owner, Against the Grain Restaurant Group
Understanding Local Regulations: Zoning & Permits for Your Agritourism Business
Unlock the full potential of your agritourism business by understanding the key zoning and permitting regulations in your area. This session will clarify how local city and county rules apply to agritourism operations, helping you avoid costly mistakes and ensure a smooth path to success. Learn what activities are typically allowed in different zones and the specific permits you'll need to operate legally and effectively.
Sherrie Staheli - Owner, Staheli Family Farm - moderator
Karl Hartman- Environmental Health Program Manager, Utah Department of Health and Human Services
Tyson Roberts - Vice President, Utah Farm Bureau
Rob Terry - Statewide Land Use Training Director, Utah Office of the Property Rights Ombudsman
Illuminating Your Audience: Targeting Strategies for Utah Astrotourism
This session focuses on strategically identifying and engaging your ideal astrotourism visitor in Utah. We'll delve into research that reveals the key characteristics of this audience. The second half of the session will provide coaching on how to effectively use Instagram and YouTube to visually showcase Utah's stunning dark sky assets and directly reach and inspire these potential travelers.
Arianna Rees - Marketing & Communications Specialist, Utah Office of Tourism
12:10 pm Breakout Session #5
Next-Level Business Planning
Ready to take your business to the next level? This session provides a practical roadmap for strategic planning focused on scaling your operations effectively, building a strong team, and protecting your hard work. Learn actionable steps to grow confidently while avoiding unnecessary stress.
Matthias Schmitt - Owner/Founder, Stargazing Zion/Joshua Tree/Moab, Dark Skies Program Coordinator, Cedar Breaks National Monument - moderator
Tim Cooley - Director, Startup State Initiative, Utah Governor's Office of Economic Opportunity
Colette Cox - Director, Center for Rural Development and Community Outreach, Utah Governor's Office of Economic Opportunity
Paul Jolley - Director, Utah Small Business Credit Initiative
Sowing Interest: Targeting Strategies for for Utah Agritourism
This session focuses on strategically identifying and engaging your ideal agritourism visitor in Utah. We'll delve into research that reveals the key characteristics of this audience. The second half of the session will provide coaching on how to create itineraries that showcase experiences that appeal to multiple generations.
More Than Just Stars: Crafting Immersive Astrotourism
Get ready to ignite your creativity! This session is dedicated to providing you with a constellation of ideas, helpful tips, and clever tricks for crafting truly memorable astrotourism experiences. Learn how to go beyond the expected and design engaging encounters with the cosmos that will captivate your visitors and leave them with a profound appreciation for the dark skies of Utah and beyond.
BJ Cluff - Full Moon Hikes at Bryce Canyon, Program Manager Visitor Experiences, Bryce Canyon National Park
Rich Csenge- President/Founder, Stellar Vista Observatory/Kane County of the Night Sky
Diana Davidson- Business Owners of Bluff
1:00 pm Lunch and Networking
1:30 pm Pitch Contest
2:15 pm Closing Thoughts
2:30 pm Workshop ends
Excursion Experience
Check back for details of the Excursion and Dinner, scheduled for Monday, August 11 at , 6:30 pm.
Tourism Business Pitch Competition
We invite you to participate in the Tourism Business Pitch Competition for early-stage agritourism (farm/agricultural experiences) and astrotourism (dark sky events/experiences) businesses. This event was established in collaboration with the Utah Governor's Office of Economic Opportunity Center for Rural Development to encourage innovative product, service and business development or expansion that will help bolster Utah's tourism economy. The event takes place during the conference, on Tuesday, August 12, 1:30 pm.
Deadline: All online applications and video submissions must be completed by 5:00 pm on Friday, July 25. Late entries will not be considered.
- The top two winners will automatically qualify as a semi-finalist for the State Bank Business Challenge at the One Utah Summit in Cedar City, October 6-8. Complimentary professional coaching will be offered.
- We have $5,000 in prize money. The top two winners will get $1500 each.
- The top agritourism winner, will qualify for priority website creation from USU's Rural Online Initiative (ROI), E-commerce Accelerator team.
Accommodations
The following hotels have kindly offered a special 20% discount off standard rates made available for workshop participants.
Please click on the links below for direct access to the hotel reservation pages.
Courtyard by Marriott
Offer only available for a two night minimum stay.
435-867-7300
Partners
Produced by Utah Office of Tourism
Primary Partner
Partners
Pitch Contest Partners
Workshop Venue
Thank You to the Collaboration Committees
Agritourism
Caroline Hargraves, Director of the Marketing & Economic Development Division - Utah Department of Agriculture and Food
Rebekah Esplin, Extension Assistant Professor - Utah State University Department of Agriculture and Natural Resources
Adrianna Franco, Marketing Specialist - Department of Agriculture and Food
Sherrie Staheli, Farmer and Owner - Staheli Family Farm
Astrotourism
Lisa Stoner, Coordinator - Utah State University Institute of Outdoor Recreation and Tourism
Contact: Rachel Creer, Partner Resources Manager, [email protected]
Laci Shumway, Partner Outreach & Collaboration Coordinator, [email protected]